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Multichannel
The Influence of Media on Advertising Effectiveness: A Comparison of Internet, Posters, and Radio
Herbjirm Nysveen and Einar Breivik
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The study finds few significant differences in advertising effectiveness regarding printed matter (posters) and Internet media.
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Source:
International Journal of Market Research, 2005, 47(4), pgs 383-405.
Type of Promotional Material/Activity Tested:
This study analyzed the effectiveness of Internet ads (pop-ups), print advertisements (posters), and radio ads in relationship to consumer attitudes toward individual products -- regarding the ad, and the resulting support for rendering purchasing decisions.
Sample Population:
258 economic and engineering students were chosen from three European (Norway) regional universities. The sample contained 42% females and 58% males. Years of post high school education averaged 1.8 years.
Methodology:
The study included three different media forms of advertisements (Internet ad, printed poster, and radio spot) for an airline ticket and a weekend stay at a prominent hotel ski resort. The researchers studied the effectiveness of each advertisement’s ability to appeal to the sample population’s emotional state and ability to provide rational information.
Researchers developed a model to measure the subject’s response to:
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Attitude to product:
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The advertised product was very good
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The advertised product was very bad
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I became interested in the product after listening/seeing the advertisement
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Attitude to advertisement:
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The advertisement was good
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I liked the advertisement very much
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The advertisement had a low quality
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Decision support:
Top Line Results:
- For Attitude to Product, Internet advertisements were significantly more effective than radio advertisements.
- For Attitude to Product, there were no differences in the persuasive effect between Internet ads and printed posters or between posters and radio ads.
- For Attitude to Advertisement, the Internet was significantly more effective than radio, and printed posters were more effective than radio.
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For Decision Support, Internet ads and posters were significantly more effective than radio ads.
Take Aways:
Complexity Rating: 2
(Complex statistical analysis scale: 1 = none, 2 = moderate, 3 = difficult)
This article is available for purchase from Goliath: Business Knowledge On Demand
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