Business Research Methods

Abstract

The purpose of advertising is to create awareness among the target audience regarding the product or services. There are different types of mediums such as television, radio, internet, social media, news paper, that are used by the marketers to advertise their products and services. This paper has discussed the importance of medium of advertising. The research study has been conducted in order to test the hypothesis which stated that “There is a significant impact of medium of advertising on consumer buying behavior”. The research study is conducted by analyzing the literature review and by carrying out the research upon the sample of fifteen customers. The results have shown that the null hypothesis is accepted and the mediums of advertising significantly affect the buying behaviors of the customers. The television and the internet are the most significant mediums that positively affect the consumer buying behavior.

Business Research Methods

Introduction

Advertising is the marketing approach that is used by the marketers to create awareness among the targeted population regarding the products, services. It is the type of communication that majorly aims to convince the audiences. The audience may be the viewers, readers or listeners. In order to convince these three types of audiences, the marketers use different mediums depending upon the audiences that have targeted. The mediums of advertising that are commonly used by the marketers involve the print media, television, out of home advertising, radio and the internet. The television is the most dominant advertising medium that attracts the large numbers of target market and positively influences the consumers buying behavior.

There are various aspects that must be considered by the marketers while selecting the advertising medium. The following section aims at discussing in detail the research study that will be conducted to find out the impact of the mediums of advertising on the consumer buying behaviors.

Hypothesis

In order to carry out the research study, the following null hypothesis is established based on which the research activity will be carried out and the results will be generated.

“There is a significant impact of medium of advertising on consumer buying behavior”.

Discussion

Before carrying out the research activity to test the hypothesis, it is essential to carefully analyze the literature review. Following is the literature review in relation to the mediums of advertising, later on the research plan will be discussed and the concluding results will be drawn.

Literature review

The selection of the advertising medium depends upon the type of the target audience. It is essential for the marketing managers to identify the mediums that are used by the target audience. For instance, the radio is the most common communication medium in the rural areas. Therefore, if the goods or services are developed for the targeted population in the rural areas, it would be the best to use the radio medium along with the television (Cooper, D. R. and Schindler, P. S., 2011).

The outdoor advertising has also significant impact upon the consumer buying behavior. Most of the marketers place outdoor advertising in areas where there is ...