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International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456Scientific Research and Development (IJTSRD) ISSN: 2456Scientific Research and Development (IJTSRD) ISSN: 2456-6470 | IF: 4.101

Print Media vs Digital Media n
number of services have been maumber of services have been made available to
One of the most debated questions in the field of One of the most debated questions in the field of Indian citizens and awareness is also created to help Indian citizens and awareness is also created to help
marketing today is whether print or digital media is marketing today is whether print or digital media is people.
more effective. There is no clear answer to this more effective. There is no clear answer to this
question, especially considering the Indian user base. question, especially considering the Indian user base. As per Magna report published on livemint.com, total As per Magna report published on livemint.com, total
While tier 1, 2 and even tier 3 cities have become ies have become spend of advertising in India is expected to hit INR spend of advertising in India is expected to hit INR
digital savvy today, there exists a huge population digital savvy today, there exists a huge population 68,000 crores in 2018. Digital is expected to pick a 68,000 crores in 2018. Digital is expected to pick a
which is far away from any sort of Digital media in which is far away from any sort of Digital media in staggering pie of almost 40% in this huge budget. As almost 40% in this huge budget. As
India. p
per the report, India is probably the only market in the er the report, India is probably the only market in the
w
world, where print media also showing growth orld, where print media also showing growth
Government of India has undertaken ambitious Government of India has undertaken ambitious irrespective of the hurdles like demonetization and irrespective of the hurdles like demonetization and
programs such as Digital India under which a huge programs such as Digital India under which a huge GST rollouts.

Summary of DigitaSummary of Digital vs Print media is as below:
Digital Media Print Mediarint Media
P
More engaging with users Static content, hence less engaging with userstatic content, hence less engaging with users
S
Spending amount can be decided and altered Spending amount can be decided and altered Spend amount is pre-decided and cannot really be decided and cannot really be
during campaigns altered
Return on Investment (ROI) measure is relatively on Investment (ROI) measure is relatively ROI measurement is difficult in printROI measurement is difficult in print
easier compared to print media
Audience can be chosen based on the product / Audience can be chosen based on the product / Audience cannot be chosen or filtered as such.udience cannot be chosen or filtered as such.
A
service in contention
Content of most marketing campaigns can be mpaigns can be Same content goes to all sets of usersame content goes to all sets of users
S
tailored within micro groups of userstailored within micro groups of users
S
Campaigns can go viral Spread of print media campaigns is at relatively pread of print media campaigns is at relatively
fixed place
Needs internet for most digital media to operate Needs internet for most digital media to operate Does not need any internet connectivity as such. not need any internet connectivity as such.
Only distribution network of newspapers, nly distribution network of newspapers,
the marketing campaigns O
magazines is required

In light of the above, Aadyaa has chosen to spend its monies only on digital media for marketing and stayed In light of the above, Aadyaa has chosen to spend its monies only on digital media for marketing and stayed n light of the above, Aadyaa has chosen to spend its monies only on digital media for marketing and stayed
I
away from print media. This approach haaway from print media. This approach has yielded very good results to Aadyaa and they have managed to s yielded very good results to Aadyaa and they have managed to
achieve approximately 10x returns on the spends done in their digital marketing. achieve approximately 10x returns on the spends done in their digital marketing.

Aadyaa witnessed digital media’s power whenAadyaa witnessed digital media’s power when Bollywood celebrities like Vidya Balan, Shraddha Kapoor wore Bollywood celebrities like Vidya Balan, Shraddha Kapoor wore
and flaunted Aadyaa’s creations. Apart from Bollywood, celebrities from other industries, such as Sonali launted Aadyaa’s creations. Apart from Bollywood, celebrities from other industries, such as Sonali launted Aadyaa’s creations. Apart from Bollywood, celebrities from other industries, such as Sonali
K
Kulkarni, Spruha Joshi, Parna Pethe, Mithila Palkar, Anumol have adorned Aadyaa’s creations and their posts Kulkarni, Spruha Joshi, Parna Pethe, Mithila Palkar, Anumol have adorned Aadyaa’s creations and their posts ulkarni, Spruha Joshi, Parna Pethe, Mithila Palkar, Anumol have adorned Aadyaa’s creations and their posts
have helped Aadyaa garner immense popularity andhave helped Aadyaa garner immense popularity and increased revenue in a very short while.increased revenue in a very short while.

@ IJTSRD | Available Online @ www.ijtsrd.comwww.ijtsrd.com | Conference Issue: ICDEBI-2018 | | Oct 2018 Page: 132