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Research Article Open Access

Print vs. Online Advertising: Impact on Buying Behavior of Youth

Abstract

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.  

Vinaya Kumar CM and Mehrotra S

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