| TITLE |
A Study on the Effectiveness of Advertising Strategies Adopted by Mudra Communications |
| ABSTRACT |
Advertising agencies play a critical role in shaping brand perception, consumer awareness, and purchase decisions in today’s highly competitive market environment. This research paper examines the effectiveness of advertising strategies adopted by Mudra Communications, one of India’s leading advertising agencies and a part of the DDB Mudra Group. The study focuses on evaluating creative effectiveness, audience engagement, brand recall, emotional appeal, and influence on buying behavior. A descriptive and analytical research design was adopted using primary data collected from 120 respondents through a structured questionnaire and secondary data from academic journals, books, and industry reports. Percentage analysis and interpretative analysis were employed to assess consumer perceptions. The findings reveal that Mudra Communications’ advertisements are highly effective in terms of creativity, memorability, emotional appeal, and brand alignment. The study concludes with practical recommendations to further enhance personalization, digital engagement, and strategic storytelling to sustain competitive advantage in the Indian advertising industry. |
| AUTHOR |
N. P. Nandini, G Suresh Kumar
|
| PUBLICATION DATE |
2026-03-30 19:19:29 |
| VOLUME |
12 |
| ISSUE |
4 |
| DOI |
DOI: 10.15662/IJMSERH.2024.1204056 |
| PDF |
pdf/2024/10/56_A Study on the Effectiveness of Advertising Strategies Adopted by Mudra Communications.pdf |
| KEYWORDS |
|
| References |
1. Belch, G. E., & Belch, M. A. (2020). Advertising and promotion. McGraw-Hill.
2. Chakraborty, S., & Jain, R. (2022). Integrated marketing communication in emerging markets. https://doi.org/10.1007/978-3-030-76514-2
3. Hochreiter, S., & Waldhauser, M. (2014). Emotional branding in social media. https://doi.org/10.1007/978-3-319-06185-7
4. Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson.
5. Mamidi, A. (2018). Contextual humor in advertising. https://shodhganga.inflibnet.ac.in
6. Nair, M., & Subramaniam, G. (2012). Social media and marketing communication. https://doi.org/10.2139/ssrn.2123178
7. Raina, R., & Sharma, P. (2021). Advertising effectiveness in India. https://doi.org/10.1177/09722629211003654
8. Sharma, P. (2012). Creativity and advertising effectiveness. https://www.indianjournals.com
9. Tripathi, G., & Siddiqui, M. H. (2008). Mobile advertising effectiveness. https://doi.org/10.1080/02650487.2008.11073063
10. Mudra Communications. (2023). Company profile. https://www.ddbmudra.com
|
