Psychological factors in advertising - Does it affect the choice of advertising medium?

• Main Author: Idris, Izian
• Format: Conference or Workshop Item
• Published: 2013
• Subjects: BF Psychology; HF Commerce
• Online Access: http://repo.uum.edu.my/8761/; http://www.icois2013.uum.edu.my/
• Institution: Universiti Utara Malaysia

Advertising is a two way communication process. Advertising must communicate appeals that are relevant and effective in the target market environment.The primary purpose of marketing communications is to tell customers about the benefits and values that a product or service offers. Advertising media are the channels of communication through which advertising messages are conveyed.Choosing the best media for an advertising campaign is a critical task, requiring a sound knowledge of the benefits each channel provides for the audiences being targeted and the products being advertised (Arens, 2006).Psychological factors such as status, ability and knowledge, personality may create different perception towards different media.This study attempts to identify the power of traditional advertising and online advertising and the effect of these mediums on Malaysian consumers to determine the consumers' preferences.