IMPACTS OF MEDIA ON ADVERTISING EFFECTIVENESS

ABSTRACT
All type of media has the potential to integrate visual and audible communication, it is a particularly powerful
instrument for expressing a message to its target audience. As a result, commercials are an important medium for
making people aware of any products. This paper summarizes the findings of a research project aimed at determining
the impact of media involvement on advertisement effectiveness. A total of 100 people were polled for the primary
data. Structured questionnaires with 20 questions were created and distributed via the internet. Secondary data was
gathered through books, websites, and articles, among other sources. Finally, this study includes some findings, limits,
conclusions, and recommendations. Despite the fact that several media sources are used to raise awareness, television,
social media and print media advertising has a significant impact on advertising effectiveness.

In the last several years, the use of social media sites as part of a company's marketing plan has skyrocketed. Despite its
popularity, there is still a scarcity of data to answer some of the most pressing questions about the success of social
media and how to quantify and its target market and return on investment. Advertising is obviously dependent on the
quality of both the advertised goods and the ad itself. A third aspect is just as important, although it gets less attention.
It is the medium in which the advertisement is displayed. The conventional focus of media planning has been on
determining the size, reach, and frequency of a medium's audience. The media is frequently considered as a means for
delivering exposure, or "eyeballs," to an advertisement. Any evaluation of the medium's quality as a factor that can
influence ad reactions, if it is addressed at all, is usually based on subjective assessments of other, otherwise comparable
media buys. Although there is evidence in the research literature that media can create a background that influences
advertising efficiency, there is no systematic approach to investigating such impacts in the literature or in practice. The
goal of this research is to provide a broad method to relate advertising performance to qualitative features of media. To
do so, you must first identify the relevant qualitative experiences linked with your chosen media. Calder and Malthouse
(2004) define experiences as "the thoughts and feelings engaged in the actual usage of the medium's material." After
these encounters have been established, they can be linked to the efficiency of a specific ad that appears in the medium.

KEYWORDS: Social Media, Print Media, Electronic Media, Advertising, Effectiveness

INTRODUCTION
Advertising is the non-personal, generally sponsored, and persuasive conveyance of information about products,
services, or ideas by known sponsors through various media. The advertiser wants to get the word out to potential
customers about his products and services. The primary goal of advertising is to make items more popular. The majority
of marketers use mass media to communicate their marketing messages. The type of media used is determined by the
message's content and the intended audience. Television advertising is the most popular and cost-effective medium
ever devised. It has a potential advertising impact that no other medium can match. Television has an edge over other
mediums because it is regarded as a combination of audio and video elements; it gives products instant validity and
significance, and it allows for the most innovative advertising. The television has become a permanent fixture in all
upper and middle-class houses over time, and it is not uncommon even in the lower strata of urban and rural
households. Television commercials appear to elicit stronger reactions than print ones.
Print media to reach consumers due to the low literacy rate, print media is used to reach consumers (Couchette, 2004).
TV commercials not only affect people's emotions, but also deliver a powerful message that has a far-reaching impact on
their daily life (Kotwal et al, 2008).Television is a popular and powerful medium for delivering information and
entertainment to viewers. Television advertising has been a popular medium for advertisers since the first began to
appear in living rooms with the arrival of cable television, lower production costs, and the ability to reach smaller and
more targeted markets, making it a medium for small to medium size business programs like songs, news, interviews,
comedy, and information attracts the largest audience of any medium. Opportunities to advertise on television have
increased in recent years as a result of technological advancements. Every day, audiences are bombarded with hundreds
of thousands of commercial messages. For a variety of reasons, people are becoming less eager to watch advertising on
television. Audiences do not see all commercials, and they do not miss all advertising; yet, ads with some entertainment
value are loved, watched, and remembered by audiences, which is a good response for ad makers. Advertising's main
goal is to inform, educate, and motivate potential buyers. In today's world, advertising medium is quite important.
People are significantly impacted by what they see and watch often, therefore television appears to be the most popular
and powerful media in the modern period. TV is the most powerful medium of advertisement in persuading viewers,
particularly in metropolitan areas, that it has become the most trustworthy channel for promoting both existing and
newly launched products.
Many years ago, the print media era began and gradually it kept on developing and in different phases it developed
itself. Now media has three main types, print media, social media and electronic media. One of the most powerful media
type is social media in this modern era of information and technology. In social media, LinkedIn was the first, debuted in
2003, and was quickly followed by Myspace and Facebook in 2004, YouTube in 2005, and Twitter in 2006. Its numbers
have been increased many times in less than a decade, reaching billions of individuals around the world. Facebook has
about 500 million users globally, whereas Twitter has over 175 million, LinkedIn has more than 90 million, and Myspace
has 57 million (Curtis, 2011). Companies and firms have adopted social media sites as part of their strategies due to their
popularity. According to a research by public relations firm Burson-Marsteller, 86 percent of the Fortune 500's top 100
corporations utilize at least one social media platform, such as Facebook, Twitter, YouTube, or blogs, and 28% use all
four. According to the research, Twitter is used by 65 percent of these businesses, making it the most popular social
media platform for businesses. Burson-Marsteller is a public relations firm based in New York City. According to the
social media Industry Report, 64% of marketers spend five hours or more on social media per week, and 39% spend 10
hours or more per week (Stelzner, 2009). These findings reveal that an increasing number of businesses are actively
participating in social media, indicating the emergence of social media sites as a new marketing/promotion platform
known as social media marketing. Social media has provided benefits to a variety of firms. Social media sites have also
become more popular Businesses were able to form closer bonds with their clients while also expanding their market.
Apple, on the other hand, does not have a social media account, despite being one of the most well-known brands in the
world (Creamer, 2011). The aim of social media as part of a company's promotional tools, as well as its relationship to
other marketing platforms like public relations, sales, and advertising, were also questioned by executives (Vaynerchuk,
2011, pg. 113).

Statement of the Problem:

This study investigates that how the print, social and electronic media impacts on advertisement effectiveness.

Research Gaps:
Although there is evidence in the research literature that media can create a background that influences advertising
efficacy, there is no systematic way to investigating such impacts in the literature or in practise. The goal of this research
is to create a generic framework for connecting media quality to advertising effectiveness. To do so, you must first
identify the relevant qualitative experiences linked with your chosen media. By experiences, we mean the thoughts and
feelings that accompany the actual usage of the medium's material. After these encounters have been created, they
may be linked to the efficacy of a specific ad that appears in the medium.

Significance of the research:

The significance of conducting the following research is to evaluate the role and importance of print, social and
electronic media and to conduct a research that how much it keeps impact on advertisement effectiveness.
The results of this research will be beneficial for the following sector or industry:
[Link] Sector
2. Advertisement agencies
3. Industrial Sector
[Link] Students

Research questions:
 What is the importance of print, social and electronic media for advertisement effectiveness?
 What are the elements which continuously effect on the using the print, social and digital media for
advertisement effectiveness?
 What is the mechanism behind the print, social and electronic media which impacts on advertisement?
 What are the levels of media effectiveness on advertising in Pakistan?

Objectives:
This research looks at the quantitative impact of print media, including newspapers and magazines, on advertising
effectiveness.

 To determine the importance of print, social, and electronic media in the success of advertising.
 To identify the characteristics that continue to drive the use of these various media resources for ad
effectiveness.
 To determine the efficacy of print, social, and electronic media.
 Theoretical Framework OR Research Model:

Print
Media

Social
Media Effectiveness Advertisement

Electronic
Media

Technological
Awareness

Explanation of the theoretical framework or research model:

Print Media: One of the oldest and most fundamental kind of mass communication is print media. Newspapers,
weeklies, magazines, monthlies, and other types of printed periodicals are included.
Social media: The term "social media" refers to the ways through which individuals connect in virtual communities and
networks by creating, sharing, and/or exchanging information and ideas. The major Facebook, Twitter, Instagram,
LinkedIn, and YouTube profiles are managed by the Office of Communications and Marketing.
Electronic Media: Digital, video, and audio recordings, slide presentations, CD-ROM, and internet material, as well as
television, radio, telephone, and computer media, are examples of electronic media.

Hypothesis:
H1: There is a relationship between the print media and advertisements effectiveness

Ho: There is no such relation between the print media and advertisements effectiveness.

H2: There is a relationship between the social media and advertisements effectiveness.

Ho: There is not any relationship between the print media and advertisements effectiveness.

H3: There is a relationship between the electronic media and advertisements effectiveness.

Ho: There is no relationship between the print media and advertisements effectiveness.

H4: There is a relationship between the effectiveness of media on advertisement.

Ho: There is no any relationship between media effectiveness on advertisement.

H5: There is a relationship between the technological awareness on advertisement.

Ho: There is no relationship exist between the technological awareness on advertisement.

METHODOLOGY

Design of Research:
The design of our following research is Descriptive.

Sampling Techniques:
The techniques which are used in this research are Stratified Random Samplings

Sampling Size:
The size of the sampling is 150 respondents.
Population:
Target population for this research being held will be 160 respondents.

Data Collection Methods:

There are mainly two methods of data collection as described under,

Primary Data:
Primary data was collected by the researcher itself through the feedback by distributing the questionnaire.

Secondary Data:
Secondary Data was collected from internet, journals, websites, articles and researches already published.

Instruments:
Instrument which was used to collect data is questionnaire.

QUESTIONAIRE
1. Name: ______________________
2. Age: _________
(a) Below 19 (b) 19-22 (c) 22-25 (d) above 25
3. Gender: ________
(a) Male (b) Female
3. Annual Income
(a) Less than 1 lac (b) between 2-5 lac (c) 5-8 lac (d) 8-above
4. According to you which is most effective means of advertisement?
(a) TV Ad (b) Radio Ad (c) Print Ad (d) Internet Ad
5. How much time do you spend on watching TV (daily)?
(a) 1 hour or less (b) 1 to 2 hour (c) 2 to 3 hour (d) 3 or more hour
6. Does the TV commercials convince you to buy certain products?
(a) Yes (b) No
7. Did a Product with good TV Commercial, but poor quality of the product/service ever disappoint you?
(a) Sometimes (b) never (c) always (d) rarely
8. What is your reaction when you see or hear ad on TV?
(a) Swap the Channel (b) Move to do household work (c) enjoy the ad if the content & delivery is good.
9. Which kind of the programs do you usually watch?
(a) Comedy (b) news (c) programs (d) sports
10 Which Kind of TV commercials usually attracts you?
(a) With jingle/tagline (b) with celebrity endorsement (c) Animated (d) Humor
11 Which of the following components influence you most in the commercial ad?
(a) Models (b) Content (c) Theme (d) Punch line
12. TV Commercial viewing: I watch TV Commercial
(a) To find out how good product is
(b) To help me decide what things to buy
(c) To enjoy Ad covering these days
(d) To find out where I can buy some product/service
13. Are you satisfied with the Television advertising?
(a) Sometimes (b) always (c) never (d) rarely
14. DO YOU GET INFLUENCED THROUGH WORD OF MOUTH?
(a) Sometimes (b) always (c) never (d) rarely
15. How long do you think an average TV Commercial should be in order to give the best impact on audience?
(a) Less than 20 sec (b) 21-40 sec (c) 41-60 sec (d) 1-2 min