A STUDY ON ANALYZING THE EFFECTIVENESS OF TRADITIONAL AND DIGITAL PROMOTIONAL ACTIVITIES WITH REFERENCE TO TATA MOTORS

In recent years, with the appearance of social media, traditional print and broadcast media as main promotional tools have faced major challenges, as many newspapers and television channels have suffered audience reduction. Overwhelmingly, the majority of marketers, both business and political, have started to use some form of social media for promotional purposes. The overall purpose of this research is to characterize the similarities and differences of the use of social media as promotional tool by political parties and companies. This research is exploratory in nature and the data collected is qualitative. In order to conduct this research, we have interviewed two political parties and two companies. Taking into account the new communication paradigm from Man gold and Faulds as a base, we asked questions about how they use each element of the promotional mix in social media. The findings showed that the use of social media for promotional purposes was rather similar between the companies and political parties. Analyzed data showed that political parties, in their social media activities, were focused on public relations and personal selling in a form of online interactions with voters, while the companies only focused on public relations. This research demonstrates that both political parties and companies still have not fully integrated social media for promotional purposes and that they still rely on traditional media for promotion. Measure the impact of marketing activities on decisions to visit the platform and on decisions to create and buy content. The model explains individual-level choices as a function of consumer characteristics and marketing activities, allowing for interdependence of decisions within and across users. Our results compare four types of marketing activities: price promotions, firm online activities, content creator referrals, and public relations efforts. We show that price promotions have strong effects on purchases, while content creator referrals and public relations have significant effects on all user decisions. An interesting feature of the data is that the price distribution in the absence of promotional activities first order stochastically dominates that under display or feature advertising. The theoretical model we introduce can yield an equilibrium that is consistent with the above observations