Volume 2 - Issue 1, January - February 2026

Advertising plays a vital role in influencing consumer awareness, perception, and purchasing behaviour in today’s competitive market environment. With the rapid development of media and technology, both television advertising and digital advertising have become important tools for marketers to reach consumers. The research is based on primary data collected through a structured questionnaire distributed using Google Forms. A total of 100 respondents participated in the survey. The findings reveal that digital advertising leads to higher consumer engagement and immediate purchase actions, while television advertising mainly creates awareness and encourages consumers to search for products online. Factors such as relevance and personalization significantly influence responses to digital advertisements, whereas humour and celebrity endorsements play an important role in capturing attention in television advertisements. The study concludes that both television and digital advertising are effective in different ways. An integrated advertising approach that combines the strengths of both media can help marketers achieve better consumer response and overall advertising effectiveness. The study also highlights the changing preferences of consumers in a multi-media environment, where exposure to advertisements across different platforms influences decision-making patterns. The results indicate that consumers do not rely on a single advertising medium; instead, they move between television and digital platforms before making purchase decisions. This shift in behaviour emphasizes the importance of understanding consumer response across both traditional and modern advertising channels. The study provides useful insights for marketers to design effective advertising strategies that align with evolving consumer expectations and media usage habits.

Ms.Mahalakshmi S, Ms.Madhumitha A,"A Strategic Analysis of Consumer Response to TV Advertising and Digital Advertising" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(1172-1177) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.