Print vs. Online Advertising: Impact on Buying Behavior of Youth
Vinaya Kumar CM1* and Mehrotra S2
1Department of Journalism and Mass Communication, Krishna University, Machilipatnam, Andhra Pradesh, India
2Amity School of Communication, Amity University, Noida Campus, Uttar Pradesh, India
- *Corresponding Author:
- Vinaya Kumar CM
Head, Department of Journalism and Mass Communication
Krishna University, Machilipatnam
Andhra Pradesh, 521 001, India
Received Date: Aug 07, 2018; Accepted Date: Aug 20, 2018; Published Date: Aug 28, 2018
Citation: Vinaya Kumar CM, Mehrotra S. Print vs. Online Advertising: Impact on Buying Behavior of Youth. Global Media Journal 2018, 16:31.
Copyright: © 2018 Vinaya Kumar CM, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution
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The study focuses on comparing print and online advertising with reference to impact on buying behaviour of youth. The study attempts to explore which medium is effective in today’s challenging times and stiff competition faced by small businesses. Each advertising medium has its own set of challenges and limitations. Many brands focus on both print and online medium to diversify their marketing mix. One of the important facts here is the growing usage of online medium by today's youth. A single online advertisement can potentially reach customers in a geographically diversified market. The circulation of newspapers limit the number of youths that print advertisements can reach. The complicated and massive media exposure of youth forces us to think its impact on youth’s mind as consumers. Advertisements must aim to connect with customers and convince them to make a purchase decision. Online users often spend a few less time on a Web page which can make it difficult for an advertisement to grab their attention. Moreover, online users have option of installing ad-blocking software to prevent ads from appearing on websites. Readers may spend several minutes reading each page of a newspaper or magazine, which gives advertisements more time to connect with customers and influence decisions. The study will use survey methodology to find effectiveness of both forms of advertising to find impact on buying behaviour of youth.
Print; Online advertising; Youth
The present study would help the advertisers to understand
the preference of youth towards print and online advertising.
This study will attempt to study how advertiser' can use these
mediums to make their products popular among youth.
This study will also be beneficial to analyze as to how
consumers perceive the online advertisements and print advertisements and what are their parameters for making
Everyday youth are exposed to information of various
products and services through advertisements. This extreme
amount of media in our daily lives cannot be side lined and it
has impact on all those exposed to it. It is reflection of the
society of which we are a part and is a mirror-image for all
practical purposes and has a tremendous influence on the
social, cultural and moral values of the youth. Advertisements
start with persuading the customer due to the new benefits
that the Product promises to deliver to the customer. Many
marketers have either increased their spending on the online
media, or have switched from the print media as they online
media/ is more promising in terms of revenue generation.
This does not necessarily mean that print media will decline.
Many studies have indicated that digital advertising works in
conjunction with TV, print, and other traditional media to
generate the greater increase in marketing effectiveness .
Today’s youth are way more exposed to information than
they had a couple of years back. The development of
technology has brought about massive change in the lifestyle
of youth. The kind of involvement these youths have towards
online media makes one rethink the degree of impact these
advertisements have on youth’s perception. Online media is
becoming one of the best ways of persuasive communication.
Youth spends maximum time on online media to gather
information. Through advertisements from different media
one gets knowhow of different cultures and lifestyles.
There are numerous advertisements which are influencing
the purchase decisions of youth. Nearly everyone grows up in
the world which is flooded with the mass media e.g. television,
advertising, films, videos, billboards, magazines, movies,
music, newspapers, and internet . Different forms of
advertising plays pivotal role in updating people's preferences
of products and services. New media, largely the internet, has
apparently become an essential source of information today.
Advertisers all over the world eye covetously at the expanding
opportunities provided by the webs, seeking more effective
communication channels with their target markets . Online
advertising expenditure, including web ads, is continuously on the rise, especially due to its power of collaboration with
television and print advertisements. With the increased
adoption of ad fission of the internet, World Wide Web is
becoming gradually a typical advertisement platform. The web
is offering business advertisements world with rich media tool,
interactive series and global reach . It is fascinating to study
that where so much of research has been conducted regarding
future of online advertising and the consumer behaviour
towards it, less emphasis has been given to online
advertisements and their layouts that are carried on the
homepages of different websites. Though people enjoy looking
at internet advertisements, its formativeness and utility for
making behavioral purchasing decisions also plays a key role
• To compare print and online advertising with reference to
buying behaviour of youth.
• To decide on the effective way to advertise products and
services to youth.
• To find which medium is more persuasive among youth.
One of the traditional newspaper's strengths, the particular
suitability for carrying informative advertising, upholds despite
the presence of online competition. Printed newspapers in
particular remain attractive for informative advertising for four
• Informative environment,
• Reputation for trustworthiness,
• Fit with presentation limitations, and
• Comparatively low intrusiveness.
The internet is like no other communication medium
because of its skill to combine several of the exclusive qualities
of each medium (that is, print, sound, and visual) into one,
while allowing for interactive communication between
advertiser and customer. This vast array of traits makes the
internet attractive as the new communication tool of the
future and one that seems already to be catching the eyes of
youth and advertisers alike.
Consumers' attitudes toward advertising have been
considered important to track because they likely influence
consumers' exposure, attention, and reaction to individual ads
 through a variety of cognitive and affective processes .
With many forms of internet advertising, however, the
consumer has a great deal of control over advertising
exposure. The company may request the consumers' attention
but the interactive nature on online advertisements gives
users more control over the exposure.
Comparison between Print and Online
When we compare print and online advertising, results have
been ambiguous. As per the study by Sundar et al. , in terms
of memory measures, print medium is superior to online
medium, attributing the effect to the innovation of online
advertisement, the delivery mechanism and users'
expectations. Foster, and Parsons (2001) and Gallagher in their
study used advertising hyper-linked to a related text and
concluded that both the mediums of advertising are equally
effective. Effectiveness of the advertising depends on the
users’ receptiveness and attitude towards an advertisement.
Metha  found that respondents who have more positive
attitude towards advertising have greater day-after recall value
of the advertisements. In online advertising, it is frequent that
advertising is done with forced level of exposure . In
internet advertising, higher intrusiveness leads to ad
avoidance and irritation , which leads to a less favorable
attitude among consumers. Another aspect of comparison
between both forms of advertising is the control over
advertising exposure. In print medium advertising consumer
has relatively inactive role in exposure to advertisements.
To study the objectives of present research, survey was
conducted on college going youth exposed to both print and
online media. Sample size of 100 was taken comprising on 50
male and female students each. Questionnaire was
administered to them which comprised of close ended
questions. The options in the questionnaire are based on the
data collected from content analysis to study the response of
the youth towards them.
The data collected is presented in the form of graph given
below (Figure 1).
Figure 1: Data collected from content analysis to study the response of the youth towards them.
Based on survey data collected, following analysis have been
• When asked about the effectiveness of the medium,
respondents preferred online medium over print medium.
This reflects that youth spend more time online and they
find online advertisements to be more effective.
• When respondents were asked which form of advertising is
more persuasive they favored print media advertising?
Print as the traditional medium of advertising is more
• When respondents were asked about interactive nature of
advertisements, they found online advertisements to be
more interactive. Multimedia nature of online
advertisements makes it more interactive.
• When asked about recall value of the advertisement, they
remembered more of online advertisements. Since youth is
more exposed to online media, they can recall more of
• When respondents were asked about attractive nature of
advertisements, they opine print to be more attractive. The
visual element of print advertisements makes it more
attractive amongst youth.
• When respondents were asked about purchase decision,
they opine that they made purchase decision after getting
influenced by online ads. This finding emphasize that
online medium can play a major role in increasing the
revenue of advertisers.
The study highlights the fact that online advertising is
indeed the most effective medium of advertising when the
focus is on the youth. The advertisers should fully explore the
potential of online as a effective advertising medium. The
advertisers should use the new technology in such a way that
two or more media can be combined. This prospect will offer
great new avenues to be exploited. Since the credibility and
persuasive nature of print media is high so advertisers should
come up with a marketing mix which focuses on both print and
Advertisers must focus their attention on popular media mix
but also on the mediums which are preferred by youth’s.
Though the credibility of print medium has not declined, we
cannot ignore the growing usage of online media for day to day activities. Today’s youth is more attracted to online media
as compared to print media. In majority of cases appropriate
and comprehensive media mix is the best solution. The study
concluded that effective print advertising will increase online
buying. Youth as target customers can be targeted through the
proper media -mix with major emphasis on online advertising.
Print advertising will increase the credibility of the
advertisements. In today’s scenario focus on both print as well
as online media is important. Blend of both the mediums will
be effective in targeting the youth as per their preferences and
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