Tv Advertising vs Online Advertising

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COVENTRY UNIVERSITY

DISSERTATION
TELEVISION VS ONLINE ADVERTISING: THE
CONSUMER PERSPECTIVE
PREPARED BY: AMBIKA KHANNA
STUDENT ID: 3500576
MA MARKETING & ADVERTISING
1/12/2012

ABSTRACT
THIS DOCUMENT STUDIES THE CONSUMERS PREFRENCE OF TELEVISION AND INTERNET AS ADVERTISING MEDIA. IT THROUGH QUALITATIVE AND
QUANTITATIVE METHODS OF RESEARCH TRIES GAIN INSIGHTS INTO THE CONSUMERS PERCEPTION OF CURRENT TRENDS IN TELEVISION 7 INTERNET ADVERTISING. THESTUDY USES GROUNDED THEORY AND PRIMARY RESEARCH TO ESTABLISH THE POSSIBLE REASONS FOR PREFERENCE OF ONE ADVERTISING MEDIAOVER ANOTHER. THE STUDY CONCLUDES THAT TELEVISION IS STILL THE MORE POPULAR MEDIA WITH THE CONSUMERS AS IT IS CONSIDERED TO BE MORE ENTERTAINING WHEREAS INTERNET AS A MEDIUM IS HIGHLY RELIED ON WHEN IT COMES TO INFORMATION AND INSTANT ACESS TO PRODUCTS AND OFFERS.

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DISSERTATION-MA ADVERTISING &MARKETING

TABLE OF CONTENTS
CHAPTER

PAGE NO.

ABSTARCT

1

ACKNOWLEDGEMENT

3

INTRODUCTION

5

LITERATURE REVIEW

8

PROPOSITIONS TO BE STUDIED

26

METHODOLOGY

27

DATA ANALYSIS

37

DICUSSION

51

CONCLUSION

52

SCOPE FOR FURTHER RESEARCH

53

REFERENCES

53

APPENDIX

58

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DISSERTATION-MA ADVERTISING &MARKETING

ACKNOWLEDGEMENT

I would like to express my heartfelt gratitude to my supervisor and my guiding light during the course of this research project Miss Sarah Hydes, who was there with me at every step guiding me and helping me with any hurdles that I faced while conducting the research. Her constructive criticism were taken into account and helped create a more accurate report. I would like to thank my family & friends who were there for me selflessly. Most of all I would like to thank God for his grace and kindness.

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1. INTRODUCTION

1.1 BACKGROUND
Advertising has long been a part of most integrated marketing communication plans, most advertisers have concentrated on television media, having the highest reach. But with the onset of the recession the focus of advertisers has shifted from tr aditional media to online media (Kirchhoff, 2009). According to Waterman et al (2009) “Internet advertising remains small, but is growing even more quickly than multichannel television advertising.” With the wide reach and easy access to the internet as a media and the various paid product reviews available on the internet (Kirchoff,2009), it has become important for advertisers to understand what drives the consumer to pay attention to one media more than the other, and the factors which affect recall. Is it just based on needs or does the trust generated by an advertisement affect consumer perception of the product or the brand?

Advertising today is based on what the consumer needs, the advertisers then make an effort to convert the need into a „want‟ by the means of an advertisement which allows them to retain the consumer and generate a certain level of recall and brand value. The advertisers do this by trying to understand the consumer‟s needs and their goals. They make the consumers feel they can achieve their goals by using the product by portraying the product in such a way which is reflective of the target consumer‟s perception of desired self (Schiffman and Kanuk, 2007, pg 87). The fact that consumers have a choice, even in terms of the advertising they want to be exposed to, has to be taken seriously by researchers. Therefore the medium which is used to reach to the audience and its effectiveness in terms of the trust of the consumer in the medium and the recall it generates is of immense importance (Schiffman and Kanuk, 2007, pg 13). Ducoffe (1996) suggests that most exposures to advertisements are made when the consumer is not actually shopping for the products, thus they are a waste. Therefore the advertisers now focus on the interactive element of advertising which gives them the scope to get...
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