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The Comparison Between Traditional vs. Advanced Means of Marketing Communications
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Author(s): Abdul Waheed (University of Science and Technology Beijing, China), Jianhua Yang (University of Science and Technology Beijing, China), Ikram Ullah Khan (University of Science and Technology Bannu, Pakistan), Safeer Ullah Khan (University of Science and Technology Beijing, China)and Muhammad Farrukh (Limkokwing University of Creative Technology, Malaysia)
Copyright: 2018
Pages: 21
Source title:
Diverse Methods in Customer Relationship Marketing and Management
Source Author(s)/Editor(s): In Lee (Western Illinois University, USA)
DOI: 10.4018/978-1-5225-5619-0.ch010
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Abstract
The selection of an effective advertising campaign is remarkably essential for organizations to get consumers' attention where diverse conventional mediums were already operational over the past decades (i.e., outdoor media advertising). However, the trend has been transformed toward revolutionary means of marketing communications owing to widespread penetration of the technology. Therefore, electronic marketing is a challenging and growing trend to attain consumers' attention using internet in the present era. The core aim of this chapter is to investigate the significance of e-marketing (eM) and outdoor media advertising on consumer buying behavior within the electronic products of Pakistan. It is empirically revealed that e-marketing and outdoor advertising are factors of exploratory consumer buying behavior. In comparison, electronic marketing may have a higher positive influence than outdoor media advertising in the current digital age to reach a particular market. This chapter proposes several managerial implications and future studies for academics and practitioners.
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