https://archives.christuniversity.in/files/original/dfc66dca980a2e5d3ad0339f8b020e33.pdf fcd45b7933f49dd640b7dbb749512388 Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource MPHIL Mphil Mphil Thesis Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource ANALYSIS OF MARKETING AND ADVERTISING STRATEGIES OF DECCAN HERALD, BANGALORE Creator An entity primarily responsible for making the resource .N Apoorva Date A point or period of time associated with an event in the lifecycle of the resource 2012 Source A related resource from which the described resource is derived Media Studies Description An account of the resource For years newspapers have sold papers through racks on the streets. With change in consumer behaviour, the sales and purchases of newspapers have also transformed. Technological advancement brought in a demand to be innovative and to suit the changing behaviour of the consumer. Newspaper like any other commodity has to fight for its survival and make an impact on the consumer??s mind. The days of ??Plan Buy?? have taken a backseat because of availability of many options for the product of the same kind. There comes a need to draw all the attention of the consumer to the devices of innovation in order to make a purchase. Newspapers therefore, have adopted different elements of the marketing communication mix of the integrated marketing communications to smartly market themselves at every level to reach and appeal to ever changing readers. The research will aim at studying the changes by the newspaper organization in order to market their newspaper through ??An Analysis of Marketing and Advertising Strategies of Deccan Herald, Bangalore.?? The research is aimed at studying the steps and procedures that are taken by the newspaper organization to position their newspaper to the target readers to get the desired market share. The research will also try and gauge the impact of the marketing and advertising strategies adopted. If there is an impact what might be the possible reasons and till what extent. The research will make a detailed analysis by interviewing people from Deccan Herald, Bangalore to get in-depth knowledge about the steps and procedures taken by the newspaper organization. Also, in addition a sample survey was conducted with a total sample size of 85 to gauge the impact.