Television and newspaper were important source of information in the urban

areas. Shopkeepers and relatives are other first source of information, so they are

also considered as integral part of the media. Now a days television is much

popular in rural areas as well as urban areas, thats why maximum companies are

taking help from television in exposure of their brands. Radio and cinema were

also first source of information for a very few people.

After collecting information 88% respondents came across the advertisement

about that brand. Out of 88% respondents maximum number of the respondents

was exposed with the television followed by the radio and cinema. So, television

is the best media exposure and was very effective to the consumer point of view.

Consumer responded that advertisement which appears on television were

very much effective and such type of respondents are 62% and rest 38%

respondent in average affectivity. And this affectivity leads to a consumer for

impact on brand preference, because of this reason the brand is preferred. Punch-

line, simplicity and contents make the advertisement effective. When the

advertisement is exposed on electronic media, these factors are highly considered

to create effectiveness.

Recalling of the advertisement by the maximum number of respondents

shows the effectiveness of the electronic media. It happens only when the
advertisement is exposed in a good manner and on a good track which leads

towards the change in consumers attitude of buying and awareness.

Every respondent had multiple media habits. The respondents who had the

media habit of watching television regularly were 100%. Thats why television is

the best media habit for the respondents. Surfing internet and listening radio was

the second and third media habit of the respondents respectively. Radio is highly

effective in both rural and urban areas. Cinema is the fourth effective media habit.

Cinema and internet were available only in the urban areas and because of this

reason it is not effective media habit for all the respondents.

Concluding the topic of the study Effectiveness of the electronic media

with a special reference of toothpaste It is said that the respondents are very much

affected by the media especially Television, Radio, Newspaper, Cinema, and

Internet. Out of these electronic media the most effective media was television

which is available almost in every home and people are very much exposed to it.