International Science Community Association International Research Journal of Social Sciences 2319 - 3565 3 7 2014 July 14 Effectiveness of Print and Electronic media Advertisement: A comparative study 23 28 EN Nithya R. 1 Department of Psychology, PSG College of Arts and Science, Coimbatore, Tamil Nadu, INDIA P. Mahendran 2 Arshad Ali 1 Centre for Media and Communication Studies, University of Gujrat, Post code 50700 Gujrat, Punjab, PAKISTAN HassanSyed Ali 2 S.V. Chandrashekar 1 School of Criminology and Criminal Justice, Rani Channamma University, Belagavi, Karnataka, INDIA Kesarwani Ranjana 1 International Institute for Population Sciences (IIPS), Mumbai, INDIA Yadav Awdhesh 2 Upadhyay 1 Makhanlal Chaturvedi Rashtriya Patrakarita Evam Sanchar Vishwavidyalaya, Bhopal, INDIA Indu BalKrishna 2 > Research Paper 2014 5 12 2014 July 14 In the age when electronic media seems to be taking over the print media, it becomes necessary to understand as to why people have started to shift their attention from print to media. The present study has been built with three fold objectives that intends to cast light to the attitude people hold towards print and electronic media, the nature of influence media has on day to day decisions of people and compare the effects of print and electronic media on people’s life. As electronic media television and radio only have been taken for the present study and the print media, in the study, includes all kind of newspapers, newsletters and magazines, which are more readily available at home, on roadsides, in markets everywhere. A sample of 100 students was selected to be included in the present study. An interview schedule was devised consisting of various items pertaining to the objectives of the study. The results have been prepared using Excel and SPSS based analysis package. The results have indicated more positive attitude towards the electronic media, especially the Television, and print media has been placed in the second position. Also the effects of television were observed to be more intriguing than the other form of media in question. It seems that the new generation is more inclined towards the use of new media and in coming years there will be significant shift in the role new media in the lives of people. The study has concluded with proposed future directions for further research in this area of enquiry Copyright@ International Science Community Association