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.
Highlights
Personal factors and psychological factors may create different perception towards different media
A better understanding of interactivity can help to improve the effectiveness of interactive media such as The analysis shows that personal factors
The study shows that males and females exhibit different beliefs and attitudes toward traditional media advertising and online advertising along with different advertising stimulated consumer behavior and satisfaction
Summary
Personal factors and psychological factors may create different perception towards different media. Mobile marketing provides new revenue streams and opportunities for subsidized access, along with the potential for customers to experience more convenient and relevant content value, sponsored by advertising[3]. Attitude towards ads is conceptualized as a consequence of two psychological motives in wireless internet adoption: Perceived infotainment and perceived irritation[39]. Psychological factors such as status and personality have droved the consumers’ to go for different types of advertising medium. Consumer acceptance and their perceptions of the delivered content of wireless advertising are crucial[6]
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