INTRODUCTION effectively. Hanekom and Scriven (2002) found in their study that outdoor and print Advertisements are considered to be most form of traditional media generates brand effective tool for creating the awareness awareness in much more effective way as about new launch, reminding the consumers compared to banner and online campaigns. about the existing product line etc. The importance, acceptance and effectiveness of advertisements led the companies to consider Forms of Conventional Advertising it as an important medium of information Print Media Advertising dissemination. The advertisement portfolio of the companies majorly includes two Nayak and Shah (2015) agreed that the mediums of advertisements- Conventional substantiality of newspaper advertisement Advertising and Online Advertising. Print is not superseded. Their findings reveal that advertising, Television advertising and still the consumers prefer the newspaper Outdoor advertising are considered as the advertisement while making purchase forms of Conventional advertising whereas; decision. They also discussed that newspaper Web advertising, Social Media advertising print advertisements is still an effective tool and Content advertising are considered as the for brand building and promotional activities. forms of Online advertising. Many researchers Raju and Devi (2012) found that customers in past had discussed about the importance who look for certified ads, press ads are of both forms of advertising. The aim of the considered more effective. Further they also study is to explore the advertising medium found that newspapers provide certified that are used for information dissemination ads and the presentation of the ads such as among the consumers. We will also find out captions and colour effects creates the impact the predictors or the factors that are preferred on customers. They also consider newspaper by the consumers in adoption of particular ad as a motivating factor in influencing the advertising medium. customer buying behaviour. Anbarasan and Pongiannan (2012) considered print media advertising as one of the most popular tool LITERATURE REVIEW with high reach among the population. Conventional Advertising Their study focussed on the ethical values followed on the advertisements presented in Afzal and Khan (2015) discussed that the ad print and electronic media. With the sample characteristics of conventional advertisements of 150 respondents who read or view the have more significant impact in comparison advertisement in print or electronic media to online advertising. Chao et.al (2012) they found that majority of the respondents conducted the research with the objective consider print media highly important in of exploring the differences between the comparison to electronic media for ethical effectiveness of online and of traditional advertisements. media advertising on several mass marketing dimensions. They found that traditional media advertising is effective and suggested Electronic Media Advertising the marketers to balance online and traditional Hassan (2015) considers television media advertising to targeting their customers advertisement as most effective medium that
Is Advertising Medium an Important Constraint in Consumer Purchase Intention 39
impact consumer purchase decision. His consumer came to know about the product study focuses on the answer to the question through radio advertisement. that whether the residential background of consumers (rural and urban) has a varying Outdoor Advertising effect on buying decision due to the television advertisement. The effect of television Cheung and Leung (2013) conducted the advertisement among male and female study on Hong Kong, Chinese and UK were also compared. His study resulted population in order to examine the cross- that population residing in rural area prefer cultural differences in attitudes towards television advertisement more than the urban outdoor advertising and investigate the effects population. Further, his study also find that of difference belief factors on consumer females are more opinionated towards the attitudes. They found that there is a favourable television advertisements than males. Owusu attitude of Hong Kong and Chinese and Nyarku (2015) conducted the study consumers towards outdoor advertising while with the objective to examine the influence it is least favourable among UK consumers. of television and radio advertisement used by When comparing with internet advertising telecom operators as for as purchase decisions it is found that the attitude towards the are concerned. They found that the purchase outdoor advertising is favourable among decisions of tertiary students are influenced the consumers of all three areas. They also by television advertisement. Radio does not suggested advertiser to consider spending play any role in influencing the decision to more over outdoor advertising. Kumar purchase telecom products. Upadhyay (2014) (2012) conducted the study to determine conducted the study with the sample of 100 the effect of billboards advertisement on students with three objectives: intent to cast consumers. He found that there is a positive light to the attitude of the people hold towards attitude of the population towards billboard print and electronic media, the nature of advertisements; billboard advertisements are influence of media has on day to day decision more visually impacted and are considered of people and compare the effects of print and to be more creative and informative. Gulmez electronic media on people’s life. His study et.al (2010) found that the opinion about reveals that the electronic media especially outdoor advertisements is positive. Outdoor television had more positive attitude whereas; advertisements are considered to be eye- print media is placed as second preference. catching and creative in comparison to other The effect of television was observed more advertising mediums. The physical size of fascinating than other form of media in outdoor advertisement creates an effective question. The study also focussed that new visual impact. People also consider outdoor generation is more inclined towards the use advertisements environment friendly. People of new media. Ayimey et.al (2013) conducted consider outdoor advertisements which the study with the objective to analyze the are create different ideas, informative and effect of radio advertising on the sale of environment friendly positive. herbal products with specific reference to the Ho Municipality. They found that radio Online Advertising advertising is an effective tool for creating awareness, according to the study majority of According to Afzal and Khan (2015), lack
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of trust and low involvement of industry in social media as a major source of collecting online media are the reasons of less significant information before making a purchase. Song impact of online ad on consumer purchase and Yoo (2016) conducted the study to behaviour. Nasir et.al (2011) conducted examine whether social media may impact a the study with the objectives to examine customer’s purchasing decision during the prs- the Turkish consumers’ beliefs about online purchase stage of service consumption. They advertising and to investigate the relationship found that customers purchase decision have between beliefs about online advertising positive relation with the benefits of social and attitudes towards online advertising, media. Boateng and Okoe (2015) conducted secondly they also explored the relationship the study to examine the relationship between between consumers’ attitude towards online consumers’ attitude towards social media advertising and their behavioural responses/ advertising and their behavioural responses they grouped the consumers’ beliefs in four and the moderating effect of corporate dimensions- functionality, customization, reputation in that relationship. They found credibility, and controllability. They found behavioural responses and consumer attitude that the attitudes towards online advertising towards social media have significant are positively related with all four dimensions. relationship and corporate reputation acts as They also found that Turkish consumer a moderator in this relationship. attitudes towards the online advertising and their behavioural responses are positively Content Advertising related. Khong et.al (2010) conducted the study to examine the impact of online Dix et.al (2016) conducted the study to advertising features on purchase intentions. examine the drivers of acceptance of short On the basis of empirical study conducted message services (SMS) advertising and how with the sample of 150 respondents they it is still relevant and active in South Korea. considered Multimedia, Pictures and Content Their findings revealed that key drivers as the features of online advertising. They for acceptance of SMS advertising among found that purchase intentions have positive the consumers in South Korea are utility, influence of the features of online advertising.context of SMS advertising, consumers’ trust They further found that consumers’ purchase and attitude. They also found that there is intentions are highly influenced by picture positive association between acceptance of feature. SMS advertising and intention to receive the message and the behavioural response of the consumers. Gao and Zang (2014) investigated Social Media Advertising the factors which influence consumers’ Mahrous (2016) studied the implications adoption of mobile advertising. They found of social media information searching for that 80% of the consumers’ intention to pre-purchase search for information of receive mobile advertisements is influenced automobiles. She found that information by their attitude and incentives. Further, quality, consideration sets and social criteria entertainment, credibility, personalization are influenced by information searching and irritation directly affect the consumers’ on social media. Consumers consider attitude towards mobile advertising. Hsin
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et.al (2013) studied that there is a significant found the impact of celebrity endorsement affect of consumers’ behavioural temperament on consumers acceptance of advertising towards email advertising. In comparison medium. He found that celebrity plays an with spam email advertising, permission important role in influencing the consumers based email is more effective. Ul Haq (2009) to accept advertising medium. He found that discusses about the relevance and antecedents celebrities were displayed in print advertising, of consumer attitudes towards advertising television advertising, outdoor advertising via e-mails. He found that there is the largest and the internet advertising. Some researchers impact of content and frequency of message (Martin-Santana et.al, 2013; belch and on the attitude towards advertising via e-mails. Belch, 2013; Amos et.al, 2008) supported his findings. Predictors of Advertising Medium Acceptance by Consumers OBJECTIVES OF THE STUDY Benavides and Leiva (2014) considered quality 1. To explore the various types of conventional of information, advertisement attractiveness, and online medium of advertising that have entertainment and trustworthiness as impact on purchase intention of generation Y significant predictor of preference of consumers. consumers towards advertising medium in 2. To find out the reasons why consumer accept general. Luczaj (2015) evolutionists such as the different types of medium of advertising. animal, flowers, landscapes and beautiful humans also impact the preference of medium DISCUSSIONS AND CONCLUSION of advertising by the consumers. Luczaj (2015) In our study we found that there are five found that colour used in the advertisement mediums of advertising through which the displayed through print medium, television, information is disseminated. The medium of internet and outdoor influences the adoption advertising we explored in our study were: of medium by consumers. Many other Print Advertising, Television Advertising, researchers also focused their studies on Radio Advertising, Outdoor Advertising colour as an important predictor (Panigyrakis and Internet Advertising. Print advertising & Kyrousi, 2015; Wedel & Pieters, 2014; comprises of newspaper advertising, magazine Rehman & Vaish, 2013; Schindle, 1986). advertising, brochure and pamphlets. Internet Rehman and Vaish (2013) studied the advertising comprises of advertising through importance of emotions in the advertisements web, social media advertising and content represented using print medium, television, advertising. Content advertising includes radio and outdoor; animation is considered e-mail advertising and SMS advertising. important in television advertising, These advertising mediums have their own internet advertising and electronic outdoor importance among the consumers. We also advertising, words plays important role in explored the predictors why consumers like print advertising, television advertising, radio certain advertising medium. The identified advertising and internet advertising while predictors of likability of advertising medium music have its own importance in television are: pictures and images, words, emotions, and radio advertising. Yoon & Kim (2015) animation, colour, music, celebrity and
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Figure 1: Conceptual Model of Advertising (Own Creation)
evolutionists. Evolutionists refers to the also came up with a conceptual model of
animals, flowers, landscapes and beautiful advertising represented above: humans used for the advertising. Further, we also found quality of information, SCOPE AND LIMITATIONS advertisement attractiveness, entertainment and trustworthiness as predictors of likability Our study is based on theoretical framework and created a theoretical foundation for the of advertising medium in general. We researcher who wish to pursue research in
Is Advertising Medium an Important Constraint in Consumer Purchase Intention 43
advertising domain. We also focus on empirical their behavioural response: The moderating role study in future to analyse the influence of the of corporate reputation. Journal of Research in explored predictors of consumers purchase Interactive Marketing, 9(4), 299-312. intention using this theoretical foundation. [8] Census Report 2011, accessed from http://www. Further many new things can be added in the censusindia.gov.in/2011census/dchb/0926_ study in future by the researchers to explore PART_B_DCHB_LUCKNOW.pdf on 5th new aspects of advertising. May 2016. This study is based on the past researches, [9] Chao, C. N., Corus, C., & Li, T. (2012). those researches were statistically proven in Balancing traditional media and online advertising strategy. International Journal of different geography and may not be suitable for Business, Marketing & Decision Science, 5(1), the consumers as a whole. Therefore this can 12-24. be considered as limitation of the study as we have not statistically proven our study but we [10] Cheung, F. S. L., & Leung, W. F. (2013, January). Is Outdoor Advertising Fading Out will work on this foundation in future to prove in the Digital Era?-A Cross-Cultural Study on the statistical significance of this study. Attitudes toward Advertising. In International Conference on Enterprise Marketing and REFERENCES Globalization (EMG). Proceedings (p. 28). Global Science and Technology Forum. [1] Afzal, S., & Khan, J. R. (2015). Impact of Online and Conventional Advertisement on Consumer [11] Cochran, W. G. (1963). Sampling Techniques, Buying Behaviour of Branded Garments. Asian 2nd Ed., New York: John Wiley and Sons, Inc. Journal of Management Sciences & Education, [12] Dix, S., Jamieson, K., & Shimul, A. S. (2016). 4(1). SMS advertising the Hallyu way: drivers, [2] Amos, C., Holmes, G., & Strutton, D. (2008). acceptance and intention to receive. Asia Pacific Exploring the relationship between celebrity Journal of Marketing and Logistics, 28(2), 366- endorser effects and advertising effectiveness: A 380. quantitative synthesis of effect size. International [13] Gao, S., & Zang, Z. (2014). An empirical Journal of Advertising, 27(2), 209-234. examination of users’ adoption of mobile [3] Anbarasan, D., & Pongiannan, D. (2012). advertising in China. Information Development, Comparative Analysis on Ethics in Advertisements 0266666914550113. of Print and Electronic Media. International [14] Gulmez, M., Karaca, S., & Kitapci, O. (2010). Journal of Multidisciplinary Research, 2(1). The effects of outdoor advertisements on [4] Ayimey, E. K., Awunyo-Vitor, D., & Gadawusu, consumers: a case study. Studies in Business and J. K. (2013). Does Radio Advertisement Economics, 5(2), 70-88. Influence Sale of Herbal Products in Ghana? [15] Hanekom, J., & Scriven, C. (2002). Traditional Evidence from Ho Municipality. Modern and online advertising: an explanation of current Economy, 4(10), 652. and future trends. [5] Belch, G. E., & A. Belch, M. (2013). A content [16] Hassan, A. (2015). Effects of TV Advertisement analysis study of the use of celebrity endorsers in on Consumer Buying Behaviour: A Comparative magazine advertising. International Journal of Study of Rural-Urban and Male-Female Advertising, 32(3), 369-389. Consumers. International Journal of Innovation [6] Benavides, C., & Leiva, R. (2014). Identifying and Applied Studies, 11(3), 608. the Relevant Factors in Newspaper Advertising [17] Hsin Chang, H., Rizal, H., & Amin, H. (2013). Effectiveness. Palabra Clave, 17(4), 1114-1134. The determinants of consumer behavior towards [7] Boateng, H., & Okoe, A. F. (2015). Consumers’ email advertisement. Internet Research, 23(3), attitude towards social media advertising and 316-337.
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