Is Advertising Medium an Important Constraint in Consumer Purchase Intention: The Theoretical Foundation

Author(s)

Vaibhav Misra and Anubha Vashisth

Affiliations

1. Research Scholar, Faculty of Management, Symbiosis International University, Pune
2. Dy. Director and Research Guide, Symbiosis Centre for Management Studies, Noida

Abstract

Our study is based on the previous researches of the researchers with the aim to explore the different mediums of advertising and their predictors why consumers prefer certain medium of advertising. We explored five mediums of advertising mostly used by the companies for spreading the information to the consumers. These mediums were: Print advertising, Television advertising, radio advertising, outdoor advertising and internet advertising. We also found that quality of information, advertisement attractiveness, entertainment, trustworthiness, pictures and images, words, emotions, animation, colour, music, celebrity and evolutionists as predictors of liking the advertising medium by the consumers. Evolutionists refers to the animals, flowers, landscapes and beautiful humans used for the advertising.

Keywords

Advertising, Print Advertising, Television Advertising, Radio Advertising, Outdoor Advertising, Internet Advertising, Social Media, Content Advertising, E-mail Advertising.

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