The Comparison Between Traditional vs. Advanced Means of Marketing Communications

Abstract

The selection of an effective advertising campaign is remarkably essential for organizations to get consumers' attention where diverse conventional mediums were already operational over the past decades (i.e., outdoor media advertising). However, the trend has been transformed toward revolutionary means of marketing communications owing to widespread penetration of the technology. Therefore, electronic marketing is a challenging and growing trend to attain consumers' attention using internet in the present era. The core aim of this chapter is to investigate the significance of e-marketing (eM) and outdoor media advertising on consumer buying behavior within the electronic products of Pakistan. It is empirically revealed that e-marketing and outdoor advertising are factors of exploratory consumer buying behavior. In comparison, electronic marketing may have a higher positive influence than outdoor media advertising in the current digital age to reach a particular market. This chapter proposes several managerial implications and future studies for academics and practitioners.

Public vs private universities in Nigeria

“…Marketing communication is a combined market effort to get consumers' attention (Waheed, Yang, Khan, Khan & Farrukh, 2018), and Peruta & Shields, (2018) emphasised the use of social media to market university. The marketing communication effort of public universities, in comparison with private universities, is not at par.…”

Exploring the Impact of E-Marketing on Consumers' Online Cognitive and Affective Tendencies in Developing Nations

“…Appealing the consumers using e-marketing platforms is an evolving sphere that is obtaining intense concern of the marketers and practitioners in order to understand the insights within distinct themes across the world. Although various conventional marketing tools are already widely operational and reached at peak to target consumers over the past few decades (Waheed, Yang, Khan, Khan, & Farrukh, 2018). Nevertheless, the current competitive market scenario has changed the traditional trends and shifted towards advanced digitalized communication mediums to win over consumers to widely catch the consumers' attention (Waheed & Jianhua, 2018).…”

“…Because consumers are more attached with online platforms in today's era such as by using social media, emails, and rest of the Interne-based tools. In this context, to trigger their attention toward particular product by means of eM could play effective role in broadcasting the information (Waheed & Yang, 2018). The instinct behavior of consumers of product or service in terms of buying is sometimes unintended which is referred to as occasional or impulse buying attitude (Tuyet Mai, Jung, Lantz, & Loeb, 2003).…”