Abstract
Advertising is one of the marketing strategies to promote products to consumers. Many advertising vehicles are available offering interesting advertising packages. The key objective of this study is to find which Malaysian newspaper is the better option to advertise your products or services in the newspaper so as to maximize your reach of the audience. Here the researchers selected two popular newspapers – The Star and Harian Metro – for this research and analyzed them based on the lowest cost for advertising per 1000 exposures using the weighted exposure matrix method. The result of this study shows that important factors such as cost, reach, frequency and target audience play important roles in selecting the best newspaper as the preferred advertisement vehicle. Keywords: Advertisement; cost per thousand exposures; media, newspaper.
Highlights
Advertising is one of the most important factors in our society and modern economy to boost the sales of the company (Tellis, 2003). David and Kim (2000) stated that advertisements can be placed in any type of media; printed, electronic or web. Tellis (2003) suggested that in a single day consumers will see at least 100 to 1000 advertisements from various sources.One of the marketing strategies to sell products to consumers is through advertising. Tellis (2003) reported that advertising could influence one’s thought, decision, preference and attitude
Among the entire advertising media in Malaysia, newspapers have become the biggest contributor to the growth of the advertising market in the country, with shares of 54 percent and with a growth of 8.3 percent (Liew, 2009)
The objective of this paper is to identify which newspaper – The Star or Harian Metro – is as the most cost-effective newspaper based on the placement of the advertisement using the weighted exposure matrix method in order to achieve the lowest cost per thousand exposures
Summary
Advertising is one of the most important factors in our society and modern economy to boost the sales of the company (Tellis, 2003). David and Kim (2000) stated that advertisements can be placed in any type of media; printed, electronic or web. Tellis (2003) suggested that in a single day consumers will see at least 100 to 1000 advertisements from various sources.One of the marketing strategies to sell products to consumers is through advertising. Tellis (2003) reported that advertising could influence one’s thought, decision, preference and attitude. David and Kim (2000) stated that advertisements can be placed in any type of media; printed, electronic or web. Tellis (2003) reported that advertising could influence one’s thought, decision, preference and attitude. One of the marketing strategies to sell products to consumers is through advertising. With such a big impact on the consumers, companies are willing to pay big amounts of money in order to get their advertisements placed in any of their preferred media. Companies that produce or sell many types of products or provide services are most likely to advertise more. According to Philip (2003), this can be considered as one of the crucial investments before they gain profit from their products or services
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