Here are also two reports studying the relationship between consumer attitude and internet advertising. One of Haque at al. (2007)'s conclusions is males have better response with internet advertisements mainly because it is convenient in information gathering and product purchasing. Kwek et al. (2010) pointed out that 'made in Malaysia' is also a consumer-favourable concept for internet advertising. It is possible to say that made in Malaysia male products are advisable to advertise and sell via the Internet? I wonder how frequent male products are advertised online, maybe I should find out more, maybe......
Below, a more detailed summary about the reports mentioned.
Advertising forecast
PricewaterhouseCoopers (PwC). (2013) Malaysia entertainment and media outlook 2013: Customers and innovative in the Digital age. PwC. [Online] Available at: http://www.pwc.com/en_MY/my/assets/publications/entertainment-media-outlook-2013.pdf [Accessed: 10 December 2013].
- useful forecast related to newspaper publishing and advertising, internet advertising in Malaysia
~ internet advertising spend is expected to increase in future but it is still relatively small compared to newspaper advertising
~ relevant ways for the advertising industry to adapt to the emerging digital market: deliver personalised experience with engaging contents based on good understanding and analysis of customer insights
Internet advertising VS consumer attitude
Haque, A., Al Mahmid, S. and Farofder, A.K. et al. (2007) 'Internet Advertisement in Malaysia: A Study of Attitudinal Differences'. The Electronic Journal of Information Systems in Developing Countries. 31 (9). pp. 1-15. [Online] Available at: https://ejisdc.org/ojs2/index.php/ejisdc/article/viewFile/233/208 [Accessed: 10 December 2013].
- concluded that male internet users exhibit more positive beliefs about internet advertisements than females
- males prefer internet advertisements when compare with newspaper, magazine and radio advertising:
~ enjoyable, informative and useful for purchasing
~ reduces time to make purchasing decisions
~ doesn't require to purchase the product in person, physically
- suggested advertisements targeted to males to be placed on the internet, especially those with coupons, promotions and sweepstakes
- emphasised the importance of being culturally sensitive and have advertisements in different languages in certain types of advertisement
- observed that Chinese use internet advertisement to gather information before buying while Malays favour internet advertisement for its convenience of shopping
Kwek, C.L., Tan, H.P. and Lau, T. C. (2010) The Determinants of Consumers' Attitude Towards Advertising. Canadian Social Science. 6 (4). pp. 114-126. [Online] Available at: http://cscanada.net/index.php/css/article/viewFile/1082/1101 [Accessed: 7 December 2013].
- suggested consumer-favourable advertising strategies:
~ credible, fun, informative, customer oriented and up to date
~ 'made in Malaysia' concept to evoke the feeling of helping the country's economy
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