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Psychological factors in advertising - Does it affect the choice of advertising medium?


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 (Unpublished)

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Abstract

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.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Organizer: School of Government, UUM College of Law, Government and International Studies, Universiti Utara Malaysia; Partners with: Sunway University & HUSO
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce
Divisions: College of Law, Government and International Studies
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 27 Aug 2013 08:40
Last Modified: 27 Aug 2013 08:40
URI: http://repo.uum.edu.my/id/eprint/8761

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