Varisha Rehman

Bio: Varisha Rehman is an academic researcher from Indian Institutes of Information Technology. The author has contributed to research in topics: Advertising campaign & Advertising research. The author has an hindex of 1, co-authored 1 publications receiving 2 citations.

Media mix: a pragmatic solution for advertising complexities

Abstract: This paper explores the effectiveness of advertising along the concept of media mix. This research work seeks to highlight the need for adoption of media mix in the present era of digital evolution. On the review of 150 research papers it was observed that traditional advertising would not be suffice in the competitive scenario rather the advertiser has to opt for the blended path of traditional and new media advertising, thereby maintaining acceptability, adaptability and effectiveness. The added feature of interactivity in new media makes them a preferred choice these days. The present paper tends to put forward the reasons for the adoption of media mix by the advertisers. At the end of the study, an important discussion follows, where a matrix and model of media mix has been presented.

Content Fusion in Traditional and New Media: A Conceptual Study

Abstract: The Elaboration Likelihood Model is the motivation for this study, which puts forward various peripheral routes that are used by an advertiser for not only making the advertisement attractive but also creating an impulse among the audience. The article details various possible dimensions of content that are applicable in an advertisement. Through rigorous literature review, the article identifies various theories and models that have led to the successful adaptation and implementation of each variant of content. The discussion at the end of the article presents a 4R model of content generation that will enable advertisers to make corrective decisions for advertisement in traditional and new media channels.

Advertising Media Selection Framework Using Fuzzy VIKOR Approach: A Case of New Insurance Product

Abstract: Appropriate advertising strategies or media determine the potential customer reach, adaptability and acceptability, and help the brand image to attain competitive advantage. The selection of the advertising media is a challenging task, and furthermore, the complexity increases when it comes to the promotion of new product to the market. In this paper, an attempt has been made to develop a framework for the selection of suitable advertising media for the release of a new insurance product using fuzzy VIKOR (meaning is multicriteria optimization and compromise solution) method. The case of this new insurance product is presented to exhibit the applicability of the fuzzy VIKOR method. The result of this study shows that it could be applied in new product promotion stage to accelerate a customer’s purchase intention through appropriate media mix.