Is Financial Advertisement Effectiveness is Dependent on the Type of Media? A Case of Print, Electronic and Online Media
Pallavi Dogra1, Arun Kaushal2
1Pallavi Dogra Assistant Professor, Department of Business Management, GLA University, Mathura, India.
2Arun Kaushal, Assistant Professor, Department of Business Management, GLA University, Mathura, India.

Manuscript received on November 12, 2019. | Revised Manuscript received on November 23, 2019. | Manuscript published on 30 November, 2019. | PP: 8142-8152 | Volume-8 Issue-4, November 2019. | Retrieval Number: D8701118419/2019©BEIESP | DOI: 10.35940/ijrte.D87011.118419

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Abstract: The purpose of the paper is to compares the effectiveness of the three media i.e. newspaper, internet and the television utilized by the financial industry so as to get positive consumer attitude. The study identified the important factors present in the specific media which will increase the effectiveness and makes that media preferred ones as compared to other media. Primary data had been collected from the 481 respondents belonging to the northern part of India using the survey method. Exploratory Factor analysis, Confirmatory factor analysis and Manova test was applied to draw the findings. The result reveals that the internet and the newspaper financial advertisements provide the receiver the more detailed, trustworthy, and useful information. The results confirmed that information broadcasted on the television is much slower processed by the audience as compared to information broadcasted on the internet and newspaper. Making the comparison analysis between the three media, the derived results are beneficial for the advertisement designers and makers so that they can focus on the important factors while drafting the financial advertisements. Strategic managers and policymakers can get important insights about the most preferred media so that they can exploit that media which is more effective in bestowing the advertisements.
Keywords: Newspaper, Internet, Television, Consumer Attitude, Financial Service Advertisements.
Scope of the Article: Industrial, Financial and Scientific Applications of All Kind.