Gayathry Venugopal , Dr. K Balakrishnan

Abstract

The impact of digitalization has influenced the nook and corner of all sectors of social and economic life. Information can be conveniently and quickly accessed through digital resources. This paper attempts to study the impact of digitalization in advertising campaigns with special reference to three campaigns of social relevance. To assess the rate of success, in accomplishing a particular objective of the advertisement to wider audience in a short span of time is the aim of the study. The study was conducted by analyzing the impact of digital ad campaigning among a sample of 200 students between the age group of 20-30 in Kerala.

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