International Science Community Association Research Journal of Management Sciences 2319 - 1171 5 10 2016 10 6 Study the Impact of Demographic variables on the Advertising Effectiveness of Incredible India AD-2015 29 31 EN Lakshmy K.V. Vijay 1 Department of Commerce and Management, Amrita School of Arts and Sciences, Amrita Vishwa Vidyapeetham, Kochi-24, Kerala, India Mulchandani Ketan 1 Institute of Business Management and Research, IPS Academy, Indore, MP, India Totala N.K. 2 Institute of Management Studies, Devi Ahilya Vishwavidyalaya, Indore, MP, India Chouhan Asif 1 Bhilai Institute of Technology, Durg, CG, India Chandrakar Shilpi 2 Bhilai Institute of Technology, Durg, CG, India Kushwaha Sunil 3 Bhilai Institute of Technology, Durg, CG, India Jyoti Jain 1 Jiwaji University, Gwalior, MP, India Premchandani Sapna 1 DAVV, Indore, MP, India Patel Ranjana 1 Prestige Institute of Management and Research, Indore, MP, India Rao Vidya 2 Prestige Institute of Management and Research, Indore, MP, India > Short Communication 2016 8 19 2016 10 6 Countries around the world promote tourism as a revenue generating arm of the economy. Marketing is an important aspect for success of a destination. The Government of India under the Ministry of Tourism has endeavoured to promote sites and destinations in the international market through global advertising campaigns in the Print, Television and Online mediums. The present study was done to understand the impact of demographic variables namely age and gender on the advertising effectiveness with special reference to Incredible India Ad Campaign- 2015. T- test and ANOVA were applied and the results revealed no significant impact with reference to different age and gender groups towards the video ad commercial administered on them. Copyright@ International Science Community Association