Personal and Psychological Factors-Does it Impact the Choice of Advertising Medium?

Abstract

Problem statement:Advertising is a multidimensional phenomenon that has been studied in several disciplines. It is one of the most fascinating phenomena in modern capitalist markets. It is pervasive, perplexing, multidimensional and unfathomably rich. The effectiveness of advertising depends on both the quality of the product being advertised and the quality of the ad itself and also the media context in which the ad appears. Personal factors (such as gender and age) and psychological factors (for example status and personality) may affect the choice of advertising medium. Consumers' interest may change due to these factors. The analysis had proved that both factors do impact the choice of advertising medium. The study may help marketers, advertisers and businesses to create and come out with suitable advertisements that suits the interests of consumers' derived from those factors. It may help them to choose suitable advertising media for different target market. The study searched for to find out whether personal and psychological factors have any impact to the choice of advertising medium. Approach: For this study purposes, questionnaires and copy testing had been used to addresses issues related to the effectiveness of each advertisement. About 100 printed questionnaires were distributed among respondents which comprised age from 18 years old and above where 30 respondents were tested for copy testing from all mediums, online and traditional where these respondents were given a series of all advertisements from newspaper, magazine, TV, radio, Internet, SMS and MMS. Results: The coefficient analysis showed that both personal and psychological factors had positive relationship with customer satisfaction. Between these two factors, personal factors had high level of significant relationship (p = 0.000) compared to psychological factors (p = 0.087). The analysis had proved that both factors do impact the choice of advertising medium. Conclusion: The study showed that both personal and psychological factors can lead consumers to choose different types of media. The study provided the insight to help businesses, advertisers and marketers to understand the best medium to suit the consumers' interest.

The Impact of Loyalty Value on Purchase Intention: Comparative Analysis of Healthy Food and Unhealthy Food Advertisements in Sri Lanka

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A Study on Restroom Advertising and Its Effect on Awareness of Campus Recreation Programs

“…Investigating how a campus recreation department markets their programs allows campus recreation professionals to study marketing strategies, and hence promote their product appropriately. Advertising for campus recreation can be a valuable tool to attract participants' attention and to inform them about new and existing programs (Idris, Yajid, & Khatibi, 2009). As the campus recreation profession recognizes the significance of appropriately marketing their programs they will be expected to play key roles in the transformation of the campus environment.…”

“…Finding a successful advertising medium for potential consumers can be quite an undertaking. Consumers have their own favorite advertising medium that affects their behavior and increases the likelihood that they will find the product pleasing and appealing (Idris, Yajid, & Khatibi, 2009). Each day consumers are bombarded with a variety of messages.…”

“…Understanding consumers' wants and desires is a basic tenet of marketing and advertising (Burns & Lutz, 2006). Considering a consumer's personal wants and desires helps advertisers justify the use of novel and innovative types of advertising (Idris, Yajid, &Khatibi, 2009). Understanding what consumers want has led many organizations and professionals to consider inventive marketing methods that can reach existing consumers and attract new market segments (Tsuji, Bennett, & Leigh, 2009).…”

Perception and translation of advertising meanings: students ’ attitudes

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