Comparison Essay for Printed and Online Adverts (Essay Sample)

A COMPARISON BETWEEN PRINT AND ONLINE ADVERTISEMENT
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ACKNOWLEDGEMENTS
To have come this far, I must recognize that my faith and resilience have been very important virtues. During this journey, many people have encouraged me to hold on and never lose sight of the goal. Therefore, our family, friends, and colleagues were instrumental in the entire journey and are part of this success.
Professor ABC, you were my mentor and teacher from the first instance, and your valuable advice, timely guidance, and immeasurable guidance will forever be cherished. You proved yourself as a dedicated and servant master who does not rest until your student reaches their worthy pinnacle of academic success. Thank you ever so much!
In addition, the input of other professors, within and outside the department, was also very commendable. Your fervent guidance and inspiration will forever be remembered and emulated. At this point, I wish to recognize the help received from Prof. K during the initial stages of the journey, when I would easily have went astray.
The work of the participants in this journey was also exemplary. Your input enabled me to learn more than I had imagined. Such was the depth of the insight I got from you that the pages of this document are unable to cover all.
Friends and Colleagues, you may not know it, but you have been the strength during this journey. I recall and pride in every support you gave from day one to the end of this treacherous journey.
Finally, much appreciation and love goes to my lovely family, for your constant support and affection. My spouse and children have always portrayed their faith in my ability, in ways they know and do not know. My parents too, Mr. and Mr. X have maintained their encouragement from my childhood to date.
Thank you! I dedicate this success to you all.
TABLE OF CONTENTS
ACKNOWLEDGEMENTS
ABSTRACT
INTRODUCTION
Background Of Research
Concepts And Terms
Problem Statement
Study Purpose
Research Questions
Hypotheses
Study Significance
Chapters Description
LITERATURE REVIEW
Comparison Between Print And Online Advertisement
Existing Research On Print And Online Advertisement
Literature Review Conclusion
RESEARCH METHODOLOGY
Research Methods
Presentation Of Findings
Interpretation Of Results
Conclusion And Recommendations
FINDINGS
DISCUSSION
Purpose of the Study
Procedures
Summary of Patterns
Recommendations
CONCLUSION
REFERENCES
APPENDIX
ABSTRACT
Currently, the use of the internet is taking over in all segments of the society. Growth of online advertisement is placing a lot of pressure on printed advertisement making the survival of the mainstream media very unpredictable. How does printed advertisement compare to online advertisement, taking into account the digital environment? This paper starts the comparison between the two forms of advertisement. Vahlberg Vivian found out that technology has spurred the usage of media among young people such that they spend 7 hours and 38 minutes consuming media (2010). Further findings from this survey were that young people spend a mere 3 minutes of the 458 minutes they spend on media on a daily basis (Vahlberg V., 2010).
According to 2004 figures advertising on magazines, newspapers, and business papers, accounts for 40% of media advertising costs while radio and cable television represent 44% of these costs (Vahlberg V., 2010). Online advertisement may represent a small portion, but its growth is the fastest. Ha, L. notes that the US online advertising revenue grew from $1.8 billion to $20 billion between 1998 and 2007 (2008).
While studies may suggest that Print advertisement is more effective than online advertisement, the new digital era demands a more thorough analysis of the two medium for a better conclusion. This is with the understanding that online advertisement is growing at a very fast rate. A comprehensive conclusion to this matter may guide on the advertiser’s return on investment.
CHAPTER 1
INTRODUCTION
Advertisement refers to the process of sending or conveying messages to a target audience to stimulate action. In advertisement, the major aim of the advertiser is to trigger an action. There are different forms of advertisement that companies use to make their products and services known to the public. Some of these includes, print, online, posters and many others. Advertisement is a form of marketing that aims at passing information to the target audience and triggering increased sale. The advertisement industry has continued to change over the years. In yester years, print advertisement took precedent and most of the companies used this channel to reach its target audience. However, this trend is changing as online advertisement is gaining popularity. Therefore, it is necessary to investigate on these differences and similarities between these modes of advertising to get a clear picture on their functionality and the most effective means.
Background of Existing Research
Marketing activities have become one of the indispensable parts of the strategies in business. Firms are making full use of marketing strategies to improve their level of competence. Moreover, the outstanding form of communication of marketing has becoming a beneficial trend for gaining customer loyalty and triggering increase of sales. Today, marketers and firms seek to establish excellent and preferable communication mode in attraction, encouragement, and persuasion of audience.
Advancement of technology has contributed to change in advertising making it even more complex. Powell et al. (2009) assert that the popularity of advertisement is helpful for corporate brand equity and differentiation in a period. It is common knowledge that the shift from conventional or traditional modes of advertisement to multimedia advertising is significant progress of human civilization. Print advertising before technology was the major and popular venue for advertising. This form of advertising required the advertiser to buy space in the print media for the ad to be printed (Tabusca, 2012).However, due to the advancement of information technology, there is increased use of electronic or computerized device for advertising such as online advertisement.
Statement of Problem
Print advertising would refer to an advertisement is printed on paper or anything else that would be considered a portable printed medium, be it magazines, newspapers, newsletters, booklets, flyers and direct mail. Both the advertising techniques are currently under pressure in the attempt to remain relevant by competing with each other in the market (Pope, 2003). Both of the advertising strategies have their advertisements are used as source of revenue.
On the other hand, online advertisement is a technique that includes various forms of content information mainly from the Internet (Powell, Hardy, Hawkin, &MacRury, 2009). Online advertisements are ads, which appear on the Internet, while print advertisements are ads that are put in newspapers, magazines, and trade journals. Online advertisement strategies have been noted to be relatively dynamic and aggressive while the print advertisements have been noted to reach a large clientele which portraying the characteristic of a high visual quality (Abadie, &Imbens, 2012). Furthermore, online advertising offers convenience for customers to buy products whenever and wherever they are. Additionally, online advertisement is interactive in the sense that the company can communicate immediately with the target customers. Thus, online advertising might brings positive effects on organization’s improvement.
Even though many organizations might prefer to use online advertisement in recent years, the importance of printed advertising cannot be ignored. Printed advertisements gained a breakthrough in the past as well as offered information and entertainment for customers. Moreover, printed advertising is the cornerstone for the development of Internet advertising. Consequently, the question about the medium that is more effective and efficient is still a controversial topic, thus interesting to explore by comparing both of them and finding out, which one is more significant and effective.
Aim of Study
Although the use of Internet advertising has become a trend as marketing and business tools, the widespread use of printed advertising still provides many advantages as well (Hanekom&Scriven, 2002). Therefore, it is a bit complex to determine the most appropriate and effective advertisement medium. Because of that, the main objective of the study is to analyze the difference between printed and online advertising and sum up the most suitable and efficient medium. In order to distinguish the difference, exploring the characteristic of both mediums and presenting the merits of them respectively is important in helping business to choose appropriate advertisement to satisfy their needs and target audience. According to Dreze, &Hussherr. (2003), advertising plays a significant role on connecting the advertising message and a brand. To get an accurate picture of the more effective form of advertising it becomes necessary to outline the key differences that set them apart. Through this, it becomes possible to understand the effectiveness of each form of advertising media whether it is online or the traditional method. This exploration is likely to show the direction for companies and further research on choosing appropriate medium platform.
1.4 Research questions
1. To what extent are the characteristics of online and printed advertisement comparable?
2. How different are representations of online and printed advertising in terms of Cognitive, Affectiv...