MARKETING EFFECTIVENESS VIA PERSUASIVE ADVERTISING IN THE DIGITAL AGE

Abstract

The modern market has enabled digital advertising to take brand engagement among
consumers to a deeper level through communication, customer feedbacks, subscriptions, price
comparisons and personalised content. This research aims to determine the co-dependency of
advertising characteristics namely informativeness, creativity, personalization, and consumer
attitudes like brand loyalty, buyer motivation, and manipulation on consumer purchase decisions,
and measures the influence of online media on digital advertising effectiveness. The rationale for
this research is to determine the factors that could help marketing professionals/advertisers
strategize in the context of persuasive advertising in the digital space.
Quantitative research methodology has been used in determining the factors that
contribute the most towards digital advertising effectiveness, thereby performing statistical
analysis on a samples collected across various demographics through online questionnaire.
Findings of this research show that the successful execution of an advertising campaign is
subject to not only consumer perception, but also the advertising characteristics that build better
brand engagement. Research implications suggest that the study will prove helpful to buyers,
marketers, managers, and media companies by providing insights into the consumer perception as a result of persuasive advertisement, in turn, developing means to build trust in the
consumer’s market.