HOW ONLINE ADVERTISEMENT ATTRIBUTES CONTRIBUTES TO EFFICTIVE ADVERTISEMENT? EVIDENCE FROM BAHRAIN

Abstract

The effect of online advertising on traditional print media has been significant. Both advertisers and consumers are rapidly shifting away from print advertising to online mediums to promote their products and services. This costly change is taking away

indispensable advertising revenues from the print media, putting their very survival at risk. The study aims to examine the impact of advertising in an online mode by examining some of its features, such as interactivity, information richness and click-through rate to suggest how online advertising can overall be beneficial for the publishing industry. A causal explanatory research design, which is quantitatively oriented was employed for this study. Information was gathered from employees in the media and publishing industry through a self-administered questionnaire. Convenience sampling was employed in this research. The relationships between the variables were determined using regression and correlation. Findings revealed a significant effect of online advertising on print media, it also observed that people preferred the online medium over the traditional print medium because of the many advantages the former offered, such as cost, reach, interactivity, larger audience, ease of business, personalisation, flexibility, quick dissemination, and quick feedback. The study suggests that the print media should invest more in digital platforms while focusing more on online advertising if it wants to capitalise on the growing online audience.