Comparative Effectiveness of Radio, Print and Web Advertising
TV advertising is usually projected as the most effective form of advertising, but this is now met with much skepticism. Also, in comparison to TV, the potential of other media such as radio, print and web, are not given due importance. The objective of this study is to compare the effectiveness of radio, print and internet advertising over and above TV advertising.
The findings of this study shed some light on the potential of the internet, print, and radio as advertising media, particularly in targeting particular consumer segments. It shows the growing importance of internet advertising in consumer purchase behaviour, particularly in delivering product information. It highlights the popularity of radio, especially among the youth. It also shows that print advertising is perceived to be effective in changing attitudes. Finally, it gives enough reason to believe that TV advertising is indeed the most effective medium of advertising. With the advent of new technology, two or more media can be combined and this prospect offers great new avenues to be exploited.
- Aronson. B., and Zeff, R.L. (1999), Advertising on the Internet, New York: John Wiley & Sons.
- Block, M. P., and Brezen, T.S. (1990), “Using database analysis to segment general media audience,” Journal of Media Planning, 5(4), 1-12.
- Cook, W.A. and Dunn, T.F. (1996), “The changing face of advertising research in the information age,” Journal of Advertising Research, 36(1), 55-71.
- Davis, J.J. (1996), Advertising Research: Theory and Practice, Upper Saddle River, NJ: Prentice Hall Business Publishing.
- Mehta, A. and Purvis, S.C. (1997), “Evaluating advertising effectiveness through advertising response modeling,” in W. D. Wells (Ed.), Measuring advertising effectiveness (pp. 325-334). Mahwah, NJ: Lawrence Erlbaum.
- Schultz, D. and Barnes, B. (1994), Strategic advertising campaigns, Lincolnwood, IL: Business Books.
- Statt, D. (1977), Understanding the Consumer - A Psychological Approach, London: Macmillan Press.
- Wimmer, R.D. and Dominick, J.R. (2000), Mass Media Research: an Introduction (6th ed),. Belmont, CA: Wadsworth Publishing Company.
Abstract Views: 123
PDF Views: 0