A COMPARATIVE STUDY OF IMPACT OF DIGITAL MARKETINGVS. PRINT ADVERTISING ON MOBILE ACCESSORIES SALESINSRIPERUMBUDUR

The efficiency of digital marketing and print advertising in rapidly reaching the target population during product debuts is compared in this study. It seeks to determine themost effective media, assess its benefits and drawbacks, and offer recommendations to marketersonhow to optimize product launch strategies in Sriperumbudur. Materials and methods: - Thisstudy, conducted at Saveetha University, aimed to compare the reliability of TVchannel andsocial media advertisements in the Sriperumbudur region. A sample size of 384 was determinedusing a sample calculator, with 192 respondents for each group (digital marketing andprint advertising). Google Forms were used to collect data, which was then analysed using Microsoft Excel and SPSS software. Conclusion According to the survey's findings, print advertisinghavea greater impact on consumers' decisions to buy, even if digital marketing is seen as morereliable and trustworthy. The vast majority of respondents acknowledged that advertisementsonprint advertising have a greater impact on their decisions to buy than advertisements ononlineThis implies that social media's interactive features and capacity for tailored advertising areverysuccessful in increasing customer engagement and conversion. As a result, companies shouldusedigital marketing to increase brand awareness and credibility while also giving social mediaadvertising top priority as a crucial medium for influencing consumer decisions.