Relative Communication Power of Selected Advertising Media.
No Thumbnail Available
Date
2013
Authors
Ladipo, P.K.A.
Nwagwu, K.O.
Alarape, W.B.
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Advertising is a major communication tool employed to
impart information, develop attitude and induce action.
DAGMAR communication spectrum theory specifies that
in order to attain its objectives, an advertisement must
create awareness, ensure message comprehension and
conviction; and stir purchase action.
Achieving marketing and communication objectives
have become more daunting with the present upsurge
in media cost and fragmentation as consumers are
exposed to ever-increasing number of media daily. Thus,
attaining communication effectiveness requires pragmatic
management of multimedia channels. Unarguably therefore,
exploring different ways in understanding the potentialities
of the many media types available is imperative. Hence,
the present study sought to explore the relative strengths of
some selected media such as television, radio, transit and
packaging in moving prospects through the entire levels of
the communication spectrum.
The study was purely descriptive. Closed-ended
structured questionnaires served as study instrument
administered on 350 randomly selected respondents from
Surulere local government area of Lagos state, Nigeria.
Using SPSS (version 19) the generated data was rightly
analyzed through the aid of pertinent statistical tools.
Results show television to have relatively higher
strengths than the other media under study in all four
elements of the communication spectrum. Radio and
transit have their best strengths in awareness creation
while packaging’s strength lies best in moving prospects
from message comprehension and conviction to stirring
them to purchase action.
A combination of television, radio and transit is recommended as the right media mix to achieve awareness
creation. Also, a cocktail of television, packaging
and radio will provide the best media mix when the
overriding communication goals are to enhance adequate
understanding of product/service, convince and persuade
prospects to purchase action. Further study to unveil the
strengths of the rest of the media, is suggested.
Description
Staff publication
Keywords
Advertising , Promotion , Media , Marketing communication
Citation
Ladipo, P.K.A., Nwagwu, K.O. & Alarape, W.B. (2013), Relative Communication Power of Selected Advertising Media. International Business and Management, vol. 6 (2), pp. 77-87.