Identification of Factors that Most Influence the Advertising Spaces Buyers in Choosing Print Media to Advertise in Indonesia

Wijoga, Wiradiatma (2008) Identification of Factors that Most Influence the Advertising Spaces Buyers in Choosing Print Media to Advertise in Indonesia. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

ABSTRACT

Currently with the increasing competition in the print media industry in Indonesia, together with the growing interest of readers, the increase in purchasing power and the growing of the economy have made advertisers seize this opportunity to increase their profits by maximizing their marketing activities through various means including advertising. In the advertising decision, advertiser acquire service provided by media agencies to assist them in conducting the media planning and media buying process and in some cases in the advertisement creation as well. This study is intended to identify the factors amongst the readership, spreading (coverage), customization, clutteredness, payment term, CPM and brand that is most influencing the advertiser decision in choosing medium to advertise. The respondent chosen for this study are professionals that work in a planning related background in a media service (buying and planning) agency. The data are acquired by conducting a in- depth interview with these respondents. The result of this study shows that readership, clutteredness and payment term as the most influencing factors, however many other facts regarding other less influencing factors were found during the research. The result of this study is expected to be useful foundation for marketers from the similar industry to assist them in accurately tailor their marketing offers to match the buyers needs and wants. It is also expected to be useful for marketer from other industry and for researchers who are interested in the field of organisational buying behaviour.

Item Type: Dissertation (University of Nottingham only)
Keywords: print media industry, advertiser media agencies, media planning, organisational buying behaviour, influencing factors .
Depositing User: EP, Services
Date Deposited: 20 Sep 2008
Last Modified: 26 Oct 2016 10:58
URI: http://eprints.nottingham.ac.uk/id/eprint/21987

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