Traditional vs. E-Media Advertising
The focus of this research is to simultaneously compare the effects of four advertising media: (1) newspaper print advertising, (2) newspaper online advertising, (3) store email advertising, and (4) store website advertising. The target firm is a locally owned retail furniture business located in South Dakota that offers retail merchandise, flooring, and design services. The firm currently uses three traditional forms of advertising to reach its target market of females, ages 35‐64: newspaper print, radio, and television.
The firm’s leadership is seeking to understand the benefits of advertising through other media, including the local newspaper’s online website and their own website and email list. A four week experimental investigation was set up where store coupons were offered via the four advertising media. Additionally, the customers who redeemed coupons were asked to complete a brief survey. The results of the investigation reveal three findings. First, traditional newspaper print advertising garnered a higher coupon redemption rate that the other three electronic media…
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