• Sonam Dhablania
• Dr. Sandeep Singh Virdi

As technology is progressing, new avenues for advertising are being explored. Digital advertising is an entirely new field which is being utilized by several ace brands and business giants like Reliance Communications, eBay and Amazon India etc. The internet has allowed an expanded reach of advertising by incorporating new ways of targeting young audiences like teenagers. In spite of the fact that internet is steadily increasing its share in the advertising pie, traditional media like television still remains the preferred media for seeking information and entertainment. Among TV advertising, the value of celebrity endorsements has been recognized worldwide. The present study is an attempt toCompare the relative effectiveness of digital advertising vis-à-vis celebrity endorsed TV advertising on the attitude of teenagers. For the purpose of this study, sample size of 300 teenagers were taken on the basis of enrollment in schools from top five urbanized districts of Punjab.The findings from the empirical data suggested that Celebrity endorsed TV advertising as more effective medium for teens’ entertainment, more popular medium, increases cost of product and more influences their attitude towards brand in comparison to Digital advertising. On the other hand, Digital advertising as more effective medium for teens’ timely, up-to-date and complete information, causes irritation, more interactive medium in comparison to Celebrity endorsed TV advertising

COMPARING THE RELATIVE EFFECTIVENESS OF DIGITAL ADVERTISING VIS-À-VIS CELEBRITY ENDORSED TV ADVERTISING ON THE ATTITUDE OF TEENAGERS

"COMPARING THE RELATIVE EFFECTIVENESS OF DIGITAL ADVERTISING VIS-À-VIS CELEBRITY ENDORSED TV ADVERTISING ON THE ATTITUDE OF TEENAGERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.1028-1035, August-2018, Available :http://www.jetir.org/papers/JETIRA006180.pdf

"COMPARING THE RELATIVE EFFECTIVENESS OF DIGITAL ADVERTISING VIS-À-VIS CELEBRITY ENDORSED TV ADVERTISING ON THE ATTITUDE OF TEENAGERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp1028-1035, August-2018, Available at : http://www.jetir.org/papers/JETIRA006180.pdf