The combined effect of television, internet, and print advertising on society
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The combined effect of television, internet, and print advertising on society






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  • The media landscape is changing dramatically. Not long ago, advertisers could ensure a high reach using a few television advertising networks. Now the media landscape has greatly fragmented, and consumers use different media throughout the day. Someone might, for example, turn on the Today show when they wake up, read a newspaper during breakfast, tune into the radio during morning drive-time, pass by some billboards, use the Internet at work, and then use a variety of different media at home at night. Creating the most effective mix of media to effectively, and cost effectively, influence consumers is of primary importance to advertisers.

The combined effect of television, internet, and print advertising on society The combined effect of television, internet, and print advertising on society Presentation Transcript

  • The Combined effect of Television, Internet, and Printed words Advertising on Society Imad Al Saeed April 25, 2010 EM820- Business Strategies for Social Media
  • The Media Environment in the U.S
    • Advertising has been an essential part of business for centuries. It has evolved from the Greek and Roman times ( Signs of the Times , 1976).
    • Advertising is a form of communication aimed to inform people about a product and/or service and may persuade consumers to take action (Janoschka, 2004).
    • TV, Internet, and print have long history which provides useful information and entertainment to the people. Many people watch TV, listens to the radio, browses the Internet, reading newspapers and magazines for many hours each day (WoWessay, 2004).
    • According to Lindsay in “the Case for Print Media Advertising in the Internet Age” people over the age of 18 spent a total of 9 hours, 35 minutes using media per day. Figure 1 shows that main-stream media of television and radio represent the majority of time spent utilizing this media. The pie-chart represent 44.5% spent watching TV; 27.8% listening to radio; 5% utilizing the Internet, while newspaper, music, magazines and books resulting in 6% usage (Lindsay, 2006).
  • Media consumption of the average U.S. adult in 2005 (Lindsay, 2006)   The Media Environment in the U.S View slide
  • Timely Media Consumption Source: Online Publishers Association/MBIQ Media Consumption Study, May 2003 Radio Internet Television Newspaper Magazines The Media Environment in the U.S View slide
  • The Media Environment in the U.S
    • According to Lindsay, consumers are exposed to several hundreds advertisements including phone calls from telemarketers each and every day.
    • In the believe that advertising increase sells prompts businesses to convince consumers that their products is the best and are willing to spend massive amounts of budget toward this goal.
    • The Internet provides additional opportunity for business seeking and effective channel to reach additional target market.
    • A short-term goal of business is to deliver products quickly to the consumers.
    • A long-term goal of business is to inform and educate the consumers about their products .
  • Advertising Synergy
    • Synergy is the combine forces and its greater than the individual sum. (American Heritage College Dictionary 1997).
    • Advertising though medium, TV, press, radio, print, and the Internet provide persuasive effect in the minds of the consumers (Chang and Thorson, 2004).
    • According to Chang and Thorson, they argue that advertisements viewed many times produce an Synergy effect (Chang and Thorson, 2004).
    • With continues Advertising with slides changes in images, sounds, music or the message conveys similar results to the target market.
    • Some of the Top Advertisers in U.S
    • Are all American people aware of all these brands?
  • TV, Internet and Print advertisings
    • In today markets, TV-commercials and print advertisings, still remain dominates.
    • Newspapers and magazine account for 40% of advertising expenditures in 2004 according to (Veronis Suhler Stevenson, 2004).
    • TV and radio represent 44% of the media advertising and the Internet advertising is closed behind according to (Sorce and Dewitz, 2006).
    • The Internet advertising continues to grow at increasing rate and will soon surpass its current standing of being the fourth advertising media (Janoschka, 2004).
    • Leong States, Comparing the effectiveness of the Internet with traditional media shows an increase in product a weariness identification with consumers (Leong et al, 1998).
    • Emails advertising, chat groups, and infomercials are all used in product exposure.
    • Internet advertisement challenges TV and print and as the dominate method of advertisement (Calisir, 2003).
    • It is been found according to Chang and Thorson, in 2004; Brackett and Carr, in 2001 that Television and sounds are effective advertising method with consumers.
    • Print media built brand image by providing details information about each product.
    • The Internet providing interaction encourage consumers to be involve.
    TV, Internet and Print advertisings
  • Conclusion and general Findings
    • In conclusion, the Internet advertisement plays a dominate role behind TV advertisement and radio but it is growing in acceptance among consumers today in the entertainment industry.
    • The studies indicate that TV, Internet and print combine produce attention images and information which the consumers can utilize in making a successful and informed buying decision.
    • The combination of TV, Internet, and print media all influence consumers in their marketing choice.
    • TV, radio, and print advertisements still remain dominate whereas the internet is increasing a weariness but still remains to be discovered wither or not will be a guiding force to consumers in their decision making.
  • References:
            • Brackett, L. K. and Carr, B. N.(2001). Cyberspaces advertising vs. other media: Consumers vs. mature student attitudes. Journal of Advertising Research, 41 (5), pp.23-32.
            • Chang, Y. and Thorson, E. (2004). Television and web advertising synergies. Journal of Advertising 33 (2), pp.75-84.
            • Calisir, F (2003). Web advertising v.s. other media: young consumers’ view. Internet Research 13 (5), pp.356-363.
            • Janoschka, Anja. (2004) Web Advertising: New Forms of Communication on the Internet. Amsterdam: John Benjamins Publishing Company, 2004. Pp ix-227. Vol. 131 Pragmatics & Beyond New Series [ISSN 0922-842X]. ISBN 90-272-5374-9
            • Leong, E. K. F., Huang X. L., and Stannners, P. J. (1998). Comparing the effectiveness of the web site with traditional media. Journal f Advertising Research, 38 (5), pp.44-49.
            • Pavlou P., and Stewart D. (2000). Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda. Journal of effective advertising. University of Southern California. Vol 1. No.1.
            • Signs of the Times. (1976). A brief history of the sign industry. Retrieved September 5, 2006, from American Sign Museum web site: http://www.signmuseum. com/exhibits/histories/brfhist/briefhistory.html.
            • Schneider G. (2008). Electronic Commerce-Eighth Edition. ISBN 1423903056.
            • Sorce P. and Dewitz A., (2007). The Case for Print Media Advertising in the Internet Age. A Research Monograph of the Printing Industry Center at RIT No. PICRM-2006-02.
            • Veronis Suhler Stevenson. (2004). Communications industry forecast/Forecast summary 2005 . Retrieved May 13, 2006, from (Registration required.).
            • WoWessay. (2004). Effects Of Advertising On Society. Retrieved on April 21, 2010 at