Proposal Faraz

IMPACT of print media advertising on consumer behavior

RUNNING HEAD: Print Media Advertising

FARAZ FAISAL


ContentsIntroduction......................................................................................................................................1

Overview......................................................................................................................................1

Background..................................................................................................................................2

Print Media Advertising to world................................................................................................3

Importance of Study to Pakistan..................................................................................................4

Research Question and Significance of the Study.......................................................................4

Literature Review............................................................................................................................5

Theoretical Framework..................................................................................................................15

References......................................................................................................................................16


Introduction

Overview

Print media is although a conventional approach but even today it has not faced any sort of

decline in the arena of global media, but has maintained its significance through organizational

sponsorships, political advertisements, government posts, etc. It has been facing a lot of

challenges from the electronic and online media but some of the print mediums have integrated

with the modernized mediums like television, e-journalism, etc. (Tan, 2012). Print media is

basically a tangible form of media that reaches every segment of the society, its advertising has

been appraised by people from decades. Advertising done on print media we usually find in the

form of magazines and largely the newspapers. In case of newspapers, it comprises of various

sections like sports, news, business, entertainment, kids’ corner, etc. A marketer can understand

that if a newspaper has so many sections then each section would be targeting a separate

segment. In terms of marketing, newspaper is a channel that is mass in nature but target each

segment separately. So advertising can be most effective in the newspaper. A newspaper has an

approach to target those areas, where no other medium can reach. An advertiser is today aware of

the fact that print media has always an advantage of its circulation. It is noticed that the people

who specially like the print media always go to the classified section for the advertisements.

Although internet is a competitive medium but does not have a network of circulation as a

newspaper or a magazine can develop and could have. Through internet or electronic media, the

advertisers are always busy in excavating out the probability of reaching of the advertisement to

the right segment but in case of newspaper, the segment is prior decided by the consumer himself

and it is for sure that they will also read or at least will have a look at the advertisement. It is also


observed that in certain scenarios some mediums do get banned but print medium is the only

medium that has been found active during the times of war. Another fact that increases its

approachability is that it is also a cheaper version of medium that requires no special device or

any electronic platform, is usually found around hawkers and shops and even famous points of

any location.

Background

Advertising technique has flourished gradually in phases, as after the independence it has utilized

by some of the major businesses that started in Pakistan. In the second phase (1960-1970) in

which Television came as a new resource for advertisements but it was not common, as from the

first phase (1950-1960) the profile that has been gained by the print media has never been

conquered unless in the third phase (1970-present) the online journalism and advertisements had

developed their market due to certain factors like feasibility. But still the medium of advertising

through print media is known as the most approachable and effective channel.

In Pakistan the advertising has adopted innovative tactics that have been arrayed by other print

media firm industries globally. The business of advertising in Pakistan grew up when local firms

and businesses tried to flourish themselves with this technique, even it was very expensive for

them but they found it as a better option. The market of Pakistan has entered into new

dimensions since when the multinationals have entered and now the time has come, when most

of the budget is separated for the advertising and marketing campaigns and among these two the

advertising campaigns are the most expensive but even then companies are forced to use this

tool. In order to advertise there must be a medium, in Pakistan the most widely used mediums

are Print and electronic, whereas the online medium is still in its initial phases (Siddiqui, 2012).

It doesn’t matter that which platform of advertising is increasing or decreasing in Pakistan, but


overall the space for advertising is increasing and in case of print media from 2003 -2004 the

amount allocated in advertising through it has increased from Rs. 3.6 billion to Rs. 6 billion

(Ahmad and Mahmood, 2010). The advertising technique, especially through newspapers have

benefited the organizations a lot, as it’s a mass media and reaches from Karachi to Khyber and

even way more. Another perspective is that companies find very useful to advertise through the

print media as it gives them a lot of feasibilities like pay in accordance to the size and placement

of the advertisement. Other thing to be noticed is that the people who read newspapers also show

by their attitudes and actions that they were attracted by those advertisements. Overall it has

noticed that religion and culture had a lot of influence on the advertisements. Even the time in

Pakistan has come when the youngsters and kids even take interest in the advertisements. The

advertising techniques and publishing practices are also changing in the print industry of

Pakistan.

Print Media Advertising to world

The major objective behind any type of advertising is to attract the consumers by understanding

their trends and behavior. Globally it is perceived that the print media is sinking, it’s not

perceived to be bad in any case but it has been conquered by the digital media. Even today it is

accepted that print media has many unique advantages like it can have an unlimited exposure

that an electronic media can never possess. Print advertisements are comparatively less intrusive

as compared to the electronic media as it’s a feature of electronic media that all types of

activities usually get halted when electronic ad starts but this type of feature doesn’t exist in the

print media. Another quality is of the print media is that it has Loyal readership that provides a

regularity in the viewing of advertisements. Print media has been known for its selective

marketing approach under the mass medium. Globally all these factors are kept in mind but this


industry has been sinking due to change in the consumer preferences but still it owns a market

and that market can be revived again by understanding the changed demands and deriving some

sort innovative practices in this business.

We should know that there’s huge business of print media around the world and it relies heavily

on the advertisements, and in order to keep this source of business revived and sustained, they

should know about the consumer behavior, and if companies use tis medium of advertising they

can reach a mass but they’ll also be able to target a specific segment. Globally this business is

supported and revived by huge press and publication firms and it has been committed by the

firms globally medium is the most suitable channel to deliver the information to the consumer

and hence they should study the consumer behavior aroused duet to print media.

Importance of Study to Pakistan

In Pakistan, growth rate is good in the business sector as the government of Pakistan is

supporting many entrepreneurial projects and local businesses are also being established. These

businesses are emerging and they don’t have so much budget to afford all types of electronic

mediums. This is a comparatively cheaper version to target mass or even a set of segments. In

Pakistan print media is always cost effective as a minimum rate to advertise anything in the

newspaper can cost Rs. 500 but if the same advertisement is to be given on electronic platform it

would cost a lot as in case of online, the domain charges will be paid the website will take

another price to make the advertisement online and in case of television the budget crosses its

limits. Other than this, there are several conglomerates in print media advertising who can get

benefit from this study and utilize it as a survey and also can get a knowledge about the

modernized segment of readers.


Research Question and Significance of the Study

What is the impact of Print media advertising on the consumer behavior?

This study is significant because most of the population of Pakistan is below the average per

capita income level and they cannot afford buying computers or electronic gadgets and

newspaper is the most effective approach to reach them and give them advertising information in

their own language.

Literature Review

Wisal and Dr. Zahid (2001) conducted a research on how creative advertising differs from

conventional advertising. The first objective of this study was to see if there if a relationship

between the award winning advertisements and advertisement effectiveness. Secondly, does

single exposure or multiple exposures can affect the advertising effectiveness. There were 172

students enrolled at Bahria University, which were free to participate and not to participate.

These students were randomly allocated in two groups, one group was only exposed to single

exposure advertising and the other was exposed to three different sources of advertisement. Then

after a specific time period they were asked to recall those advertisements. The results were as

expected; the students who were exposed to three different mediums were more successful. It

was also determined that graphical representation of data in advertisement helps in recall. The

key variables in this study were advertising effectiveness, brand mages and exposure of

advertisement. In conclusion the study explains that creative advertising has a great impact over

consumers comparing to conservative style of advertising but because of increasing competition

creative advertising needs support of other mediums of advertising other than TV.


Ahmad et al. (2013) worked on this study of checking the perception of media in public, media

includes television, internet and print media. The aim of this study was to study how media has

affected our lives and what is the impact of negative news on our lives. Media has a great

responsibility on their shoulders because the people of Pakistan are very keen to believe on

whatever is showed them on media. The objective of this study was to answer two questions;

what type of role should media play? And how much news showed is based on reality? The

methodology of this study includes both primary and secondary data. To contract primary data

they developed a questionnaire for 200 respondents which included students, employees of

different organizations and women in the house hold sector. The answers were then entered in

the SSPS software to analyze data. The findings of this study were that most people agreed that

media is a reliable source of information but mostly people disagreed to the role they are playing

in the society. Majority of the respondents said that media can change perceptions of the mass so

they should highlight the negative points of the society but they should also highlight the positive

points such as culture of the Pakistan. To conclude, this study basically tells the importance of

media in the Pakistani society, its influence on the lives of millions. According to the sample

population media should be unbiased and neutral because people believe on these media sources.

Shoiab et al. (2012) worked with variables like multinational products, buying behavior, and

advertisement to check the impact on advertisement which Bollywood stars as ambassadors of

products and services on the buying behavior of the people in Lahore. Globalization has made

the world a global village and it has helped countries to work together and impact on each other

easily and because of the stardom of Bollywood stars in the Pakistani society, multinational

companies tend to use Bollywood stars in the their advertisement to manipulate the buying

behavior. The objective of this study was to check the level the use of Bollywood stars in


advertisements of multinational products, the exposure of these advertisements and its impact on

the buying behavior of the people in Alamma Iqbal Town, Lahore. The main aim of this study

was to check if there is a relationship between advertisements including Bollywood stars and the

buying behavior of people. The methodology for the research was selecting 185 random families

and distributing questionnaires among them. It included people from the age group from 25 to

45. The results showed that 51.9% of the sample size was exposed to electronic media and

29.7% were exposed to print media and others to banners and pamphlets. Majority of the sample

size were aware of the Indian stars used in the advertisement. More than half of the sample

population agreed to the fact that there is an influence of these stars on the buying behavior but

the frequency of exposure to the advertisement is also very important. The conclusion illustrates

that people are familiar with Indian stars through movies and dramas, and respondents said that

they feel confident using that product which is endorsed by a star. Media is a great medium to

communicate with people because it creates a good impact on the consumers if there is a star

associated to the brand.

Kheeshadeh (2007) which focused on the globalization of the mass media Pakistan as well its

impact on the electronic and print media. Its main aim to discuss the importance of globalization

in the society and how has media changed because of it. It also focuses on the effects of media

on the culture of Pakistan. This study explained how globalization has changed the patterns of

working and advertisements in Pakistan. It also focuses on the media groups that are working in

Pakistan. The statistical data is obtained from the statistical department of Pakistan to check the

number of newspaper and the languages in which they are published. It discusses the outreach of

print media and importance of languages. The data is collected from PEMRA and the department

of press of Pakistan. It also classifies variables as women TV viewer and its impact on mind,


how it has changed their perception and buying patterns. To conclude media has both negative

and positive aspects to the society, and the factor of globalization has helped getting close to

other countries and but it have some adverse effects on cultural and mind sets of people in

Pakistan.

Usman at el (2010) conducted a study to analyze the general attitude towards print and electronic

advertising. The objective of this study was to study the cultural impact on the general attitude

towards advertising. Media has affected many variables e.g. buying behavior, beliefs and

lifestyles. The objective of this study was to check the relationship between product information,

social integration and hedonism. This study was conducted through questionnaire distributed in

different universities and households. Total of 300 questionnaires were distributed with a

response rate of 87%. Age, gender and education were important variables in measuring

consumer attitude. The results of this study were obtained through ANOVA table, which shows

weak or strong relationship between variables. There was a weak relationship between product

information and culture, although culture had negative relationship hedonism. In conclusion two

major points were discussed; firstly youngsters are influenced by the advertising more than the

elders. Secondly the adverse effect of these advertisements on the culture of our society.

Marketers should keep this in serious consideration that there actions create a serious impact on

the society.

Razi, Faheem and Ali (2013) conducted a study to analyze the impact of media on youth. Media

has helped youth groom themselves in almost every aspect of life, and youth is major part the

total consumers in the market. This impact has changed trends, fashions and buying behavior of

many segments of our society such as youth. Media not only have a bright side but also the

negative and dark side, which cannot be ignored. The objective of this study was gain knowledge


about the disadvantages and advantages of media on young generation and how important is

media in shaping the thinking pattern of youngsters. To gather information 100 questionnaires

were distributed among students of different institutions. The language used in the survey was

English, and the variables that were focused were; demographics, News and channels (print and

electronic), communication, personal life, lifestyles, norms and values, studies and health. The

findings of this study suggested that a change is required in the media because there is a misuse

of this medium. People unconsciously alter their perspectives and lifestyles according to the

media’s trend and fashion. Although majority agreed to the fact that media has positive impacts

on the society but religion, lifestyles, norms and culture is being affected by media in a negative

manner. To conclude it is to be said that unlimited use of media can be dangerous of our younger

generation, so there should be corrective actions from which we don’t keep ourselves away from

its bright side and keep us safe from the dark side.

Chandra et al. (2010) conducted an extensive study on the targeted advertising done by

companies. This study basically studies the targeted advertising in the German magazines

industry. This study refers to the price of the medium and buyer. Media has become a very

important part of any society in the world and print media in particular in the magazine

advertising. The data gathered for this study is obtained from the audit bureau of circulation in

North America. The respondents that are picked from the audit are from age 14 to 60, and they

are classified according to their income. Their regression equation includes variables like; price,

advertisement and characteristic of buyer. The results show that targeted advertising is important

for magazines industry and it has a great impact on the buying behavior but the cost of obtaining

the magazines is also a significant factor in the process. Income of age groups majorly decides

on the buying behavior of the consumer, whereas gender has a little or no impact on the buying


behavior. In conclusion, it is decided that targeted advertising is a new phenomenon in the

industry but it is rapidly growing because of its success rate. According to the study price, gender

and age are factors that have an influence on the buying behavior and to support the cause other

mediums should also be used such as electronic media.

Nasir (2012) studied the changing trends in the media in Pakistan. It referred to the eras in

which technology has been upgraded, and how technology has affected the media in Pakistan.

The objective of this study was to see the years in which the change occurred in the pattern of

media. Unlike the conventional approach nowadays computer is needed in every medium of

communication. Even in print media computers and technology has created a huge impact. It also

referred to the transformation of print media to E-newspapers. The data was collected from

secondary resources e.g. databases, newspapers and articles. The study focuses on the

transformation from conventional styles to electronic media. The conclusion referred to the

recommendations that Pakistan should educate and train their employees because E-journalism is

getting more into the market. Companies should IT in their media structures to utilize their

resources and access areas that are not yet catered and entrain those consumers who are potential

market.

Siddiqui (2012) conducted the study to analyze the major developments in the media over period

of time. The data is collected from secondary resources and through the experience of the author

in this field. The focus of this article is on the development and evolution of media in Pakistan

and the eras in which it has evolved in the advertising sector. The data used is gathered from

1947 till 2008. The article discussed the ways in which media has developed from newspapers or

print media till the development of electronic mediums of communication. It was discussed the

present structure of advertising in Pakistan, and how it has impacted the consumers, and the


budget changes over the time in the advertising sector. The concluded thoughts of this article

were the conventional styles of advertisement are not that successful nowadays because of

changes in technology, awareness, mediums of communication and competiton.in this era a

product cannot be dependent on one source of communication for advertisement; it will have to

get support from almost all mediums of advertisements.

Hussaian et al. (2008) conducted a study on the different advertising styles and their impact on

consumer’s attention. This article discussed the use of different media sector to advertise their

products and their impact. It focuses on the conventional and new styles of advertisement in

Pakistan, and the difference of perception in the minds of public. New styles of advertisement

may include humorous and conceptual ads published and played. Qualitative research had been

conducted to gather data, although surveys were conducted to measure the effectiveness of

different advertisements. There were total 30 respondents which were divided into 2 groups.

First group was exposed to serious advertisement and the other group was shown comic

advertisement. The technique used to analyze data was the chi-square method. This was done to

check the effectiveness of the ad in terms of recall and attention. Humorous ads were successful

in recalling and gained higher attention by the viewers. Therefore it was suggested to the

marketers who use different mediums of advertisement which may include electronic and print

media to use humorous approach in their advertising because it gains more attention and is easily

recalled by the viewers.

Zain-ul-abadein et al. (2011) conducted a study to analyze the effect of images in print media on

the eating disorders in females in Pakistan and on the elements that lead to eating disorder. It

referred to the self-perception of females and the desired self. Although television is a very

strong medium nowadays but print media still has an impact on the readers and subscribers. It


also highlights the use of Photoshop to create images that are appealing and attention gaining for

the consumer. The objective of this study was to check if there is a relationship between images

in print media and eating disorder. The data is collected through 150 respondents that are female

and belong to the household sector and have access to advertisements. The age bracket for the

respondents was 16-19. SSPS software was used to analyze data. The variables used in the study

were the time of exposure, type of advertisement, eating disorders. The findings of the study

state that there is an impact of images in print media in the eating orders of young females, the

shift of trend from being fat and bulky to slim and smart is because of trend set by media.

Celebrities influence young females to be fit and reshape their bodies according to the trend. To

conclude, it is not only media that influences young females but also society and culture can also

influence but media is a very important factor in changing culture and perspectives of society.

Sorce and Dewitz (2013) conducted an extensive research on the advertising in the internet age.

It focuses on the media consumption in US. It also refers to the models used by companies to

judge the effectiveness of the medium of communication. The objective of this study was to find

out the ways in which the consumers are distributed and how many consumers are exposed to

what type of advertisement and how these advertisements affect their buying behavior. The data

is collected from secondary resources which include almost 200 articles; the sources also include

American newspaper association on advertising affect and changes in buying behavior. The

findings included the framework of how advertisements work, it effects and the changes in the

buying behavior of consumers. The conclusion illustrates the effectiveness of print media is still

immense, and multi-national companies still use the print media advertisement, and according to

the research the importance of print media will further grow even though there is a lot of

competition, but relying on one medium of advertisement is not possible for companies that have


a lot of completion. They have to use other mediums to entertain maximum audience and expose

themselves to the maximum number. Media cost is another major factor that has changed the

concept of advertising for both consumers and marketers.

Tan and Chia (2007) conducted the study on marketing theories which discusses the general

attitude towards advertising and attitude towards advertising and especially in print media and

TV. In the earlier studies print media was considered more enjoyable. Internet is not considered

to be a medium advertising in this study. The method to gather data was self-administrated

questionnaires which were distributed among students of Singapore. 450 respondents were given

these questioners, in which 201 were males and 217 females. 418 questioners were qualified to

be included in the study. SSPS software was used to analyze data. The finding showed that

media affects cannot be ignored when determining consumer’s attitude towards advertising. It

showed that print media is often used for the purpose of information and TV is more used for

entertainment purpose. Marketers for awareness purposes should use print media because

consumers look for information in newspapers. Likewise TV can be used for entertainment

purposes and for information. TV has an edge over print media because of rich visual elements,

sound and emotions, but according to the study print media is more useful in giving product

information, and TV for recall and attention.

Cope et al (2005) to know the impact of images in print media. The aim was to determine the

emotional effect on consumer after being exposed to images in print media. The images also

include war pictures. The main focus was on two broad categories; memory of pictorial images

and impact of pictures on attitudes of consumers. Prior researchers have proven that images in

print media create an emotional effect on the reader and do affect the consumer attitude towards

buying behavior. Three pictures were selected for the experiments which were violent in nature.


The design used was multivariate analysis of covariance. The study was divided into 2 steps, first

included close ended questions from students after showing the pictures for duration of 5 days,

and second part was open ended arguments with students for a week. The findings of this study

were that images are more important than text in print media. Public opinion about the matter is

also very important to the reaction and the emotional effect of that image. The results showed

that pictures do have an immense effect on the emotions of the reader, and marketers who use

images have a great advantage. Although there are some limitations of this study because

emotions are impossible to measure, and the time period for which the impact lasts is also very

difficult to analyze.

Raza (2013) assembled data from various sources to analyze the code and ethics of print media

in Pakistan. It studies the ethics the print media should follow, and take under serious

consideration the kind of images and messages they portray in the paper. Freedom of media is a

very constructive element but if there is no check and balance then it can lead to destruction. The

primary purpose of the media is to inform and portray information, not to manipulate consumer’s

mind. The data used in this study is secondary in nature, which includes articles, constitution of

Islamic republic of Pakistan and the press ordinance of Pakistan. The objective of this study was

to confirm the role of print media, how it can create, had created an impact on lives of people

and the concept of ethics and rules to print information on paper. It is a proven effect that people

have a tendency to believe what is on the paper. Same goes for the electronic media, although

there are few rules for internet related issues and some for television but today in Pakistan media

is free to publish and present information. There are rules but they need to be rechecked and

revised. In conclusion, it is to be said that all media mediums should not damage reputation of


individuals and organizations on ambiguous reports. Ethics is not only “what is right “but also

the right way of showing “what is not right “.

Theoretical Framework

Consumer Behavior

Purpose of Use

Cost of Acquiring

Age of Reader

Advertising styles in

Print Media

Access to alternatives


References

Ahmad, W. and Mahmood, Z., (2011). An Empirical Investigation of the Association

between Creative Advertising and Advertising Effectiveness in Pakistan. International

Journal of Marketing Studies. 3 (2), pp.1-21

Shoaib, M. , Bilal, M. , Iqbal, A. , Hassan, S. and Sher, F., (2012). Mass Media and

Consumer Purchasing Behavior: A Case Study of Lahore, Pakistan. Academic Research

International. 2 (2), pp.641-651

Kheeshadeh, M., (2012). Effects of Globalization on TV and Print Media in

Pakistan. International Journal of Asian Social Science. 2 (9), pp.1441-1457

Raza, M. , Akbar, M. , Numan, W. and Zai, Naheed., (2013). Code of Ethics and Laws

for Media in Pakistan. Asian Journal of Social Sciences & Humanities. 2 (1), pp.308-314

Usman, M. , Ilyas, S. Hussain, M. and Masood, T., (2010). General Attitude towards

Advertising: Cultural Influence in Pakistan. International Journal of Marketing Studies. 2

(2), pp.124-134

Cope, J., Fifrick, A. , Holl, D. , Martin, M. , Nunnally, D. and Preston, D., (2005). Image

Impact in Print Media: A Study of How Pictures Influence News Consumers. University

of Oklahoma. 0 (0), pp.2-40


Zain-ul-Abideen, Latif, A. , Khan, S. Farooq, W. , (2011). Impact of Media on

Development of Eating Disorders in Young Females of Pakistan. International Journal

of Psychological Studies. 3 (1), pp.122-148

Razi, A., Faheem, I. and Ali, S., (2013). Impact of Media on Yout h in Pakistan. Global

Journal of Management and Business Research. 13 (5).

Tan, S. and Chia, L., (2007). Are we measuring the same attitude? Understanding media

effects on attitude towards advertising. Marketing Theory. 7 (4), pp.353-377

Chandra, A. and Ulrich, K., (2010). Targeted advertising in magazine markets. EconStor.

10 (63), pp.

Sorce, P. and Dewitz, A., (2008). The Case for Print Media Advertising in the Internet

Age. Printing Industry Industry. pp.e.g. 45

Hussain, S. , Riaz, K. , Kazi, A. and Herani, G., (2008). Advertising Styles' Impact on

Attention in Pakistan. Munich Personal RePEc Archive. 1 (1), pp.28-35

Ahmed, T. , Rabee, F. , Razi, A., Asghar, Z. ,Khalid, A., Mushtaq, A. and Qayyum, A.,

(2013). A Comparative Analysis of Effect of Media on the Public in Pakistan. Global

Journal of Management and Business Research. 13 (6), pp.1-7

Nasir, M., (2012). Changing Trends in Print Media of Pakistan. Interdisciplinary Journal

of Contemporary Research in Business. 4 (3), pp. 523-532

Siddiqui, K., (2012). History of Advertising in Pakistan. Institute of Business

Administration. , pp.1-19.

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