An Exploratory Comparison On The Impact Of TV And Web Advertisements Towards The Buying Behaviour

Abstract

The viewers' perception towards TV and Web advertisements involves three elements - selection of stimuli for advertisements, organization of stimuli for advertisements and interpretation of stimuli for advertisements. The advertising message is transmitted to the target audience through the advertising media from the advertiser. Among the various media for advertisements, Television is often called "The King" of the advertising media, since a majority of people spend more hours in watching TV per day than any other medium. On the other hand, World Wide Web like Television is an advertising medium which supports advertising and relies on advertising for its own success. In the present study, these two important media for advertisements are compared in terms of the respondents' perception and their buying behaviour. For this purpose, a well structured questionnaire was used as an instrument to collect the primary data from 1001 sample respondents. Their responses were analyzed using i) Descriptive statistics such as frequency analysis, Mean and Standard Deviation ii) Non-parametric tests such as Chi-Square test iii) Paired Samples Test, iv) Multiple Regression. The results of the analysis indicate that the respondents prefer TV than Web media for advertisements and consequently TV media has high influence over the buying behaviour of the respondents than the Web media.