Personal and Psychological Factors-Does it Impact the Choice of Advertising Medium?

Abstract

Problem statement: Advertising is a multidimensional phenomenon that has been studied in several disciplines. It is one of the most fascinating phenomena in modern capitalist markets. It is pervasive, perplexing, multidimensional and unfathomably rich. The effectiveness of advertising depends on both the quality of the product being advertised and the quality of the ad itself and also the media context in which the ad appears. Personal factors (such as gender and age) and psychological factors (for example status and personality) may affect the choice of advertising medium. Consumers’ interest may change due to these factors. The analysis had proved that both factors do impact the choice of advertising medium. The study may help marketers, advertisers and businesses to create and come out with suitable advertisements that suits the interests of consumers’ derived from those factors. It may help them to choose suitable advertising media for different target market. The study searched for to find out whether personal and psychological factors have any impact to the choice of advertising medium. Approach: For this study purposes, questionnaires and copy testing had been used to addresses issues related to the effectiveness of each advertisement. About 100 printed questionnaires were distributed among respondents which comprised age from 18 years old and above where 30 respondents were tested for copy testing from all mediums, online and traditional where these respondents were given a series of all advertisements from newspaper, magazine, TV, radio, Internet, SMS and MMS. Results: The coefficient analysis showed that both personal and psychological factors had positive relationship with customer satisfaction. Between these two factors, personal factors had high level of significant relationship (p = 0.000) compared to psychological factors (p = 0.087). The analysis had proved that both factors do impact the choice of advertising medium. Conclusion: The study showed that both personal and psychological factors can lead consumers to choose different types of media. The study provided the insight to help businesses, advertisers and marketers to understand the best medium to suit the consumers’ interest.