ADVERTISING PUFFERY IN THE INDIAN EDUCATION SECTOR: A COMPARATIVE ANALYSIS OF ELECTRONIC AND PRINT MEDIA PUFFERY AND RECOMMENDATIONS

Psychology and Marketing

In this highly competitive Indian educational product market, marketers are continuously searching for innovative ideas to sell their products. As a consequence, advertising puffery has been extensively used a tool to acquire a new customer. This article aimed to explore the various types of media used in advertising puffery in the Indian education sector. With this regard, a list of consumer complaints was collected from the Advertising Standards Council of India’s (ASCI) official website and analyzed. The results revealed that traditional print media is predominantly used for puffery in advertisements in the Indian education sector. As far as advertising puffery through electronic media is concerned, digital media is considered as the most notorious media followed by Television & YouTube, Facebook & Instagram, and Website. Comparing the results of both the traditional print media and various electronic media in promoting the Indian education sector, it was evident that digital media was extremely responsible for spreading advertising puffery. Based on the literature review and consumer complaint data analysis, the author has given few recommendations which may be useful for future research.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.