Main Article Content
Abstract
The paper titled “A study on the effectiveness of promotional and communication strategy in Print Media Industry”. Print media forms are newspaper, magazines, scholarly journals, weekly, monthlies, flyers, posters. Due to the heavy competition in the market various promotion and communication strategies are adopted by print media organization. This paper attempts to determine the effectiveness of promotional and communication strategy adopted by print media and to determine the impact of Promotion and Communication strategy on Effectiveness. Descriptive research design is used in this study. The sample size is 100 and selected based on convenience technique. The collected sample is analyses using percentage analysis, mean analysis and regression analysis from SPSS package. From the determinants of communication and promotion tools like Advertising, Direct marketing, Sales promotion and Personal selling and Public relation the effectiveness is significantly influenced by Direct Marketing which is proved based on regression analysis.