Psychological factors in advertising - Does it affect the choice of advertising medium?
Advertising is a two way communication process. Advertising must communicate appeals that are relevant and effective in the target market environment.The primary purpose of marketing communications is to tell customers about the benefits and values that a product or service offers. Advertising media...
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my.uum.repo.87612013-08-27T08:40:15Z http://repo.uum.edu.my/8761/ Psychological factors in advertising - Does it affect the choice of advertising medium? Idris, Izian BF Psychology HF Commerce Advertising is a two way communication process. Advertising must communicate appeals that are relevant and effective in the target market environment.The primary purpose of marketing communications is to tell customers about the benefits and values that a product or service offers. Advertising media are the channels of communication through which advertising messages are conveyed.Choosing the best media for an advertising campaign is a critical task, requiring a sound knowledge of the benefits each channel provides for the audiences being targeted and the products being advertised (Arens, 2006).Psychological factors such as status, ability and knowledge, personality may create different perception towards different media.This study attempts to identify the power of traditional advertising and online advertising and the effect of these mediums on Malaysian consumers to determine the consumers' preferences. 2013-04 Conference or Workshop Item NonPeerReviewed Idris, Izian (2013) Psychological factors in advertising - Does it affect the choice of advertising medium? In: 1st International Conference on Innovation and Sustainability (ICOIS 2013), 3-4 April 2013, Sunway Resort Hotel & Spa Kuala Lumpur, Malaysia. (Unpublished) http://www.icois2013.uum.edu.my/ |
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BF Psychology HF Commerce Idris, Izian Psychological factors in advertising - Does it affect the choice of advertising medium? |
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Advertising is a two way communication process. Advertising must communicate appeals that are relevant and effective in the target market environment.The primary purpose of marketing communications is to tell customers about the benefits and values that a product or service offers. Advertising media are the channels of communication through which advertising messages are conveyed.Choosing the best media for an advertising campaign is a critical task, requiring a sound knowledge of the benefits each channel provides for the audiences being targeted and the products being advertised (Arens, 2006).Psychological factors such as status, ability and knowledge, personality may create different perception towards different media.This study attempts to identify the power of traditional advertising
and online advertising and the effect of these mediums on Malaysian consumers to determine the consumers' preferences. |
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Conference or Workshop Item |
author |
Idris, Izian |
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Idris, Izian |
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Idris, Izian |
title |
Psychological factors in advertising - Does it affect the choice of advertising medium? |
title_short |
Psychological factors in advertising - Does it affect the choice of advertising medium? |
title_full |
Psychological factors in advertising - Does it affect the choice of advertising medium? |
title_fullStr |
Psychological factors in advertising - Does it affect the choice of advertising medium? |
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Psychological factors in advertising - Does it affect the choice of advertising medium? |
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psychological factors in advertising - does it affect the choice of advertising medium? |
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2013 |
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http://repo.uum.edu.my/8761/ http://www.icois2013.uum.edu.my/ |
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1644279919323119616 |
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13.18916 |