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JOURNAL OF

GENERAL MANAGEMENT RESEARCH

Is Advertising Medium an Important


Constraint in Consumer Purchase Intention:
The Theoretical Foundation

Vaibhav Misra and Anubha Abstract


Vashisth1 Our study is based on the previous researches of the
researchers with the aim to explore the different
Research Scholar, Faculty of Management, Symbiosis mediums of advertising and their predictors why
International University, Pune
consumers prefer certain medium of advertising.
1 Dy. Director and Research Guide, Symbiosis Centre We explored five mediums of advertising
for Management Studies, Noida
mostly used by the companies for spreading the
information to the consumers. These mediums
were: Print advertising, Television advertising,
radio advertising, outdoor advertising and
internet advertising. We also found that quality
of information, advertisement attractiveness,
entertainment, trustworthiness, pictures and
images, words, emotions, animation, colour,
music, celebrity and evolutionists as predictors of
liking the advertising medium by the consumers.
Evolutionists refers to the animals, flowers,
landscapes and beautiful humans used for the
advertising.
Keywords: Advertising, Print Advertising,
Television Advertising, Radio Advertising,
Outdoor Advertising, Internet Advertising,
Social Media, Content Advertising, E-mail
ISSN 2348-2869 Print
Advertising.
© 2016 Symbiosis Centre for Management
Studies, NOIDA
Journal of General Management Research, Vol. 4,
Issue 1, Jan 2017, pp. 38–45

38 Journal of General Management Research


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 Print is not superseded.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

40 Journal of General Management Research


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

Is Advertising Medium an Important Constraint in Consumer Purchase Intention 41


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

42 Journal of General Management Research


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
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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
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Attitudes toward Advertising. In International
Conference on Enterprise Marketing and
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Is Advertising Medium an Important Constraint in Consumer Purchase Intention 45

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