The influence of traditional advertising determinants on young consumers

purchase decision
Vaibhav Misra a* and Sunita Dwivedi a
a
Symbiosis Centre for Management Studies, Noida, Symbiosis International (Deemed
University), Pune, India
*Corresponding author Email ID: [email protected]

Abstract
There is an important role of advertising in influencing consumers to purchase the products,
but there are certain determinants of advertising that make it influencing an important predictor
for impressing the consumers. This study focus on those determinants of traditional advertising
that influence the consumers' purchase decision. This study found nine factors through past
literature which had 29 influencing variables. The principal component analysis was conducted
on 162 respondents who were in the age group of 18 years to 35 years from different
universities of Lucknow city. The data was collected using snowball sampling. The principal
component analysis resulted in six determinants with 21 variables that influence consumers'
purchase decision making. These determinants were design elements, entertainment, celebrity,
spokesperson traits, credibility and creativity, and information. This study may help the
advertisers to understand the importance of these determinants and their impact on the
consumer purchase decision.

Keywords: traditional advertising, celebrity, entertainment, information, credibility, creativity.

Introduction
Advertising is considered to be one of the most effective sources for disseminating the
information to the population. It disseminates the information fast and can be reached intense
and densely populated locations. But in the last couple of years had been seen challenging for
the advertising industry (Pitch Madison Advertising Report, 2020). The Pitch Madison
Advertising Report (2020) enlightens its finding of the growth of the advertising industry in
India, the Indian advertising industry in 2018 was of Rs.49,202 crores which was slightly
increased to 12,136 crores in 2019. The report also informs that the traditional advertising
media had a growth of 6% in 2019. The report also provides insight into different traditional
media vehicles such as television advertising, print advertising, radio advertising, and outdoor
advertising. It was found that the television advertising market was Rs.23,432 crores in 2018
which was raised to Rs.25,291 crores in 2019. Similarly, the print advertising market was of
Rs.19,457 crores in 2018 and was increased to Rs.20,045 crores in 2019. Radio advertising
market had a contribution of Rs.2,144 crores in 2018 which grew to Rs.2,260 crores in 2019.
There was a slight growth in outdoor advertising also, the contribution of outdoor advertising
in 2018 was Rs.3,365 crores which were escalated to Rs.3,495 crores in 2019. The report
represents the acceptance of traditional advertising vehicles or mediums. We also considered
the importance and reliability of advertising mediums and focused on this study.
We focused on different determinants of traditional advertising that are important for
traditional advertising effectiveness. In past researches also these determinants were studied
but not as a whole, they were studied only for specific mediums, such as print advertising,
television advertising, radio advertising, and outdoor advertising. We had considered all these
mediums and studied the determinants that influence their effectiveness as a whole. We
conducted this study to explore the contributing determinants of Traditional Advertising
influencing young consumers' purchase decisions. Here we considered consumer purchase
decision as advertising effectiveness, which states that we will be exploring those determinants
which contribute to influencing the purchase decision of consumers.

Objective of the Study

The objective determined for this study is to explore the contributing determinants of
Traditional Advertising influencing young consumers' purchase decisions.

Literature Review
Mustafa & Al-Abdallah (2020) studied the impact of traditional advertising mediums and
found that television, radio, newspaper, and outdoor medium positively influences the purchase
decision of consumers. Danaher & Rossiter (2011) finds consumers consider traditional media
channels such as television, newspapers, and radio trustworthy and reliable source of
information. De Vries et al. (2017) concluded traditional advertising as the most influencing
tool to acquire customers and build a brand.
Sama (2019) studied media advertisement influence the various stages of consumer behavior.
It was found that the newspaper was found to be influencing at all the stages of consumer
behavior, but television advertising only developed awareness, interest, and conviction among
the consumers. Further, it was explored that the most influencing channel that influences the
purchase and post-purchase as print media. Consumers find television advertisements are more
effective (Purey, 2016).
Celebrity Endorsement
Patel & Bhatt (2018) found that celebrity induced in advertising influenced consumer purchase
decisions. Their findings were supported by some more researchers who conducted researches
on different advertising media. They also found that celebrity an important determinant of
influencing consumer purchase decision (Kowalewska, 2018; Roslan et al., 2018; Priyankara
et al., 2017; Khan et al., 2016; Martin-Santana & Beerli-Palacio, 2013; Hussain & Nizamani,
2011; Roozen & Claeys, 2010; Jain et al., 2009). Priyankara et al. (2017) found likability,
credibility, personality, attractiveness, and expertise as five dimensions of celebrity
endorsement. However, in radio advertising spokesperson is considered to be a celebrity. The
study conducted by Martin-Santana et al. (2017) on the gender of radio spokesperson and vocal
pitch found that consumers prefer the voice of female because it was low pitched and pleasing.
Information
Chew & Adis (2018) found a positive relationship between product information and consumer
attitude. They found true and relevant product information as an important predictor of
consumer behavioral intention towards advertising (Krishnakumar & Radha, 2014; Tan &
Chia, 2007). Mengko et al. (2018) found that informativeness generated through television
advertising impacts the online buying behavior of the consumers. Some more researchers
conducted the study on informativeness and found it significant with broadcast advertising
(Dix et al., 2012; Pasadeos et al., 1992). Another study organized by Sarkar & Chowdhary
(2017) also resulted in a significant relationship between informativeness with and attitude
towards print media advertising. There was a study conducted by Kumar (2012) on billboards
advertising, which showed the likability of informative billboard advertisements.
Entertainment
Jindal & Singla (2018) found television advertising as a good source of entertainment.
Entertainment is one of the important predictors of television advertising preferred for
information dissemination that impacts the consumers (Mengko et al., 2018; Hsu et al., 2007)
Similarly, Rajagopal (2011) carried out a study on radio commercials and found that
entertaining advertisements used for information expansion were considered influencing by
radio audience. Sarkar & Chowdhary (2017) stated the association between consumers’
attitudes towards print advertising and amusement, which was found to be significantly
positive. Amusement had a significant role in determining the consumers’ attitude towards
print media advertising. Consumers recognize the advertisements that are humorous and
consider these advertisements convincing (Schwarz et al., 2015; Blanc & Brigaud, 2014).
Farooq et al. (2015) found that the comic factor in television advertising impacts the buying
pattern of students. So humor and comic factor are considered to be another predictor of
entertainment.
Khan et al. (2019) revealed that music in advertising develops a constructive point of view in
consumers for products and services displayed in advertisement and increases the effectiveness
of the advertisement (Martin-Santana et al., 2015). Sullivan (1990) found a positive
relationship between product advertised and the involvement of music format.
Design Elements
Ryu et al. (2009) found that the body text was not effective in the advertisement but the body
of advertisement should be used properly to attract the consumers (Elebute, 2016; Decrop,
2007). According to Leong et al. (2000) headlines in advertisement creates high recall and
identification of brand names. Consumers approach headlines of the advertising effectively
(Elebute, 2016) but on other hand, Ryu et al. (2009) found that headlines are not much effective
in information dissemination. Decrop (2007) concluded that the brand logo does not have much
impact on consumers (Ryu et al., 2009), but in contrast, Khan et al. (2016) found that brand
logo an effective tool of advertising that attracts the consumers. The study conducted by
Elebute (2016) determined that visuals in advertising and tagline are important constraints of
advertisement that attracts the consumers. In the light of the study carries out by Hussain &
Nizamani (2011) images or photographs increases the impact of advertisement and attracts the
consumers and found to be effective (Ryu et al., 2009; Decrop, 2007; Hsu et al., 2007;
Moriarty, 1987)
The study conducted by Hussain & Nizamani (2011) resulted in that size of the advertisement
had a significant positive influence on consumers (Pasadeos et al., 1987). The consumers were
attracted by the size of the billboard advertisement(Hussain & Nizamani, 2011).
Khan et al. (2016) referred to color as an important attribute of billboard advertising that
attracts consumers. In other words, the colourfulness of advertisement is positively associated
with billboard advertising (Chan & Cheng, 2012; Hussain & Nizamani, 2011).
Language
Language plays an important role in spreading awareness about the advertised products and
services. It helps consumers to understand the advertisement in an effective manner (Garcia-
Yeste, 2013; Chan & Cheng, 2012). Garcia-Yeste (2013) further stated that the English
language can be considered as a good source of communication with the consumers (Da Silva,
2014)). Da Silva (2014) further added that the use of a new language did not affect the language
that was previously used in the advertisement. He also found that the English language is
associated with a lifestyle symbol of young consumers. Ustaahmetoglu (2016) worked on the
standard and accented language, he found that accented language had a high influence on
consumers compared to the standard language.
Credibility
Chew & Adis (2018) reported that credibility had a significant positive influence on consumers'
attitudes and behavioral intentions (Martin-Santana & Beerli-Palacio, 2013; Sarkar &
Chowdhary, 2017). Mengko et al. (2018) considered credibility as one of the important
predictors of advertising through television that had a positive impact on consumer buying
through online portals. Nualanan (2017) states that credibility forms a positive attitude of
consumers towards banner advertising, which intends to increase the effectiveness of banner
advertising.
Creativity
The creative advertisements are liked and preferred by the consumers (Kumar, 2012). The
survey conducted by Chan & Cheng (2012) resulted that consumers get attracted to those
billboard advertisements which are creative.
Location
Boştină-Bratu et al. (2018) conducted the study with a focus on the geographical location of
billboard advertising. They found that geographical location had an impact on consumer
perception, therefore it is considered as an important predictor of billboard advertising
(Boştină-Bratu et al., 2018). The geographical location of the billboard advertisement attracts
the consumer and increases its effectiveness (Hussain & Nizamani, 2011).

Research Methodology
Our study is based on the age group of 18 to 35 years. We considered the age group as a unit
of analysis (Zikmund, 1991). The data will be collected from the students who study in different
universities of Lucknow. The study population includes undergraduate students, postgraduate
students, and research scholars from different educational domains.
The sample size determined for this study is 340 students from Lucknow. We circulated the
questionnaire electronically to the students using google form. We received 218 questionnaires
which were duly filed by the students. We validated the questionnaires and eliminated the false
and incomplete questionnaires. Only 162 questionnaires were found to be valid for this study.
The study population consisted of 74 (45.7%) male respondents and 88 (54.3%) female
respondents. We considered three universities of Lucknow namely Babasaheb Bhimrao
Ambedkar University (A Central University), University of Lucknow, and Integral University
in this study. We received 52 (32%) valid questionnaires from Babasaheb Bhimrao Ambedkar
University (A Central University), 55 (34%) valid questionnaires from the University of
Lucknow, and Integral University respectively. The data was collected using the snowball
sampling technique. The questionnaires were constructed using google form and the link was
shared online with the students through e-mails.
Literature was collected through different web sources such as Google Scholar,
Sciencedirect.com, EBSCOhost, etc., other sources of secondary data collection were books,
magazines, and other useful sources.
We developed a structured questionnaire under the supervision of experts. The opinion was
taken in concern with the questionnaire format, and types of questions to be included. We came
up with a questionnaire comprising of dichotomous questions, multiple-choice questions, and
closed-ended questions. These questions were assessed on the Likert scale from 5 to 1, where
1 represented extremely disagree and 5 represented to extremely agree. We used Principal
Component Analysis (PCA) in this study to extract the contributing determinants of traditional
advertising.

Data Analysis and Results

Table 1
Reliability Statistics
Cronbach’s Alpha Items
0.858 21

The Table of reliability statistics shows that the value of Cronbach’s Alpha is 0.858 for 21
items, which is above the acceptable value of 0.70 (Table 1), and indicates that our data is
reliable and consistent.
Table 2
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.789
Bartlett's Test of Sphericity Approx. Chi-Square 2150.256
df 351
Sig. 0.000
We found the value of Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.789 which is
higher than 0.70, therefore it is found to be satisfactory for Principal Component Analysis.
Further, the value of Bartlett's Test of Sphericity is 2150.256, which is found to be less than
0.001significant level, hence it is also found significant for conducting Principal Component
Analysis.
Table 3
Communalities
Variables Initials Extraction Variables Initials Extraction
C1 1.00 0.70 D5 1.00 0.68
C2 1.00 0.54 D6 1.00 0.70
C3 1.00 0.73 I2 1.00 0.64
E1 1.00 0.74 I1 1.00 0.69
E2 1.00 0.73 C5 (SP1) 1.00 0.72
E3 1.00 0.79 C6 (SP2) 1.00 0.69
E4 1.00 0.78 L2 (SP3) 1.00 0.69
D1 1.00 0.50 MS1 (CC1) 1.00 0.57
D2 1.00 0.68 MS2 (CC2) 1.00 0.58
D3 1.00 0.66 MS3 (CC3) 1.00 0.59
D4 1.00 0.61
Extraction Method: Principal Component Analysis
C= Celebrity; E= Entertainment; D= Design Elements, I= Information; SP= Spokesperson Traits; CC=
Credibility and Creativity.

According to Hair et. al (2015), the extracted communalities should be above the level of 0.50,
in our study all the twenty-one extracted communalities are above or equal to 0.50, as stated
by Hair et al. (2015).

Table 4
Rotated Component Matrixa
 Components
D E C N (SP) MS (CC) I
Headlines guide me about the 0.815
advertisement.
The brand logo in an advertisement is 0.802
considered important.
Visuals in advertising catch my 0.773
attention.
I like photographs or images in an 0.746
advertisement.
I find the tagline of the advertisement 0.724
impressive.
I consider the body text of the 0.609
advertisement helpful.
I like Humor in advertising. 0.792
I find advertising amusing. 0.789
I prefer those advertisements which are 0.769
comics.
Advertisements are very entertaining. 0.753
Celebrity attractiveness and appearance 0.791
in an advertisement are impressive.
I am influenced by the knowledge and 0.767
expertise of the celebrity.
I consider the credibility of a celebrity 0.671
very important.
The gender of the spokesperson in radio 0.778
advertisements helps me to decide.
I like the voice of the spokesperson in 0.628
radio advertisements.
I prefer the use of the native language in 0.598
advertising.
I like creative advertisements. 0.671
I enjoy colorful advertisements. 0.648
I consider only credible advertisements. 0.635
Advertisements provide me the required 0.712
information about the products.
I prefer those advertisements which are 0.709
informative.
Total Variance Explained
Eigen Value 7.144 3.025 1.707 1.412 1.229 1.150
% of Variance 26.459 11.204 6.323 5.228 4.553 4.260
Total Variance 58.027
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization.a
a. Rotation converged in 9 iterations.

Table 4, presents the result of Principal Component Analysis (PCA), we applied varimax with
Kaiser normalization rotation method with the eigenvalue of 1 or above on the variables and
found that six factors are having the eigenvalue of 1 or above. These six factors contribute
58.027% to the total variance and hence found suitable to preserve for further analysis. The
components of factors derived from Table 4 are design elements, entertainment, celebrity,
spokesperson traits, credibility and creativity, and information. We have represented the factors
and their components in Table 5.
Table 5
Factors and Components
S. Factor Components Factor
N Loadings
1 Design Element Headlines guide me about the advertisement. 0.815
The brand logo in the advertisement is considered 0.802
important.
Visuals in advertising catch my attention. 0.773
I like photographs or images in an advertisement. 0.746
I find the tagline of the advertisement impressive. 0.724
I consider the body text of the advertisement 0.609
helpful.
2 Entertainment I like Humor in advertising. 0.792
 I find advertising amusing. 0.789
I prefer those advertisements which are comic. 0.769
Advertisements are very entertaining. 0.753
3 Celebrity Celebrity attractiveness and appearance in the 0.791
advertisement are impressive.
I am influenced by the knowledge and expertise of 0.767
the celebrity.
I consider the credibility of a celebrity very 0.671
important.
4 Spokesperson Traits The gender of the spokesperson in radio 0.778
advertisements helps me to take the decision.
I like the voice of the spokesperson in radio 0.628
advertisements.
I prefer the use of the native language in 0.598
advertising.
5 Credibility and Creativity I like creative advertisements. 0.671
I enjoy colorful advertisements. 0.648
I consider only credible advertisements. 0.635
6 Information Advertisements provide me the required 0.712
information about the products.
I prefer those advertisements which are 0.709
informative.

Discussion and Conclusion

We found that nine factors influence the young consumers’ attitude regarding traditional
advertising, after studying the past literature. These factors were celebrity attributes,
spokesperson attributes, entertainment, information, design of the advertisement, language of
advertisement, location, credibility, and creativity. The questions were framed using a Likert
scale for these factors and principal component analysis was used for analysis. We conducted
principal components analysis (PCA) on the 29 variables which represented all nine factors
that were found from past literature. We extracted 21 variables representing six factors namely
design element, entertainment, celebrity, spokesperson traits, credibility and creativity, and
information. The clubbing of the variables is represented in Table 5 along with the factor
loadings.
In Table 4 factor 1 has the highest eigenvalue of 7.144 and accounted for 26.459% of the total
variance, therefore it is considered a very important factor for the study. It was named designed
elements, as it contains the variables related to the design of the advertisements. This factor
represents that consumers are impressed by the design of the advertisements. There were seven
components retrieved from the past literature for conducting the principal component analysis,
the result eliminated the size of the advertisement and retained six components. These
components are headlines used in advertisements, brand logos, visuals, images and
photographs, taglines, and the body text used in the advertisements. Some past researchers had
contradictions on the influence of headlines and brand logos, some of these researchers argued
that headline creates high recall (Leong et al., 2000) and consumers approach headline of the
advertisements effectively (Elebute, 2016) but on the other hand, some researchers do not find
headlines effective (Ryu et al., 2009). Our study is in line with the researchers who considered
the headlines are effective and creates high recall. Similarly, Khan et al. (2016) found the brand
logo effective and attract consumers but Decrop (2007) does not find the brand logo appealing
to consumers. We found that the brand logo influences the consumers and is an effective tool
for advertising. Our findings supported the findings of Khan et al. (2016). We found that visuals
and taglines in advertising catch the attention of the consumers as stated by Elebute (2016).
Our study also resulted that images are liked by consumers and enhance their decision, our
study supported the study conducted by Hussain & Nizamani (2011) that stated that images
increased the impact of consumers and were effective in attracting the consumers. Some more
researchers had the same view about images and photographs used in advertisements (Ryu et
al., 2009; Decrop, 2007; Hsu et al., 2007; Moriarty, 1987). Few of the researchers concluded
that body text in the advertisement does not have any impact (Elebute, 2016; Ryu et al., 2009;
Decrop, 2007) but we had a different opinion from them, we found that body text of the
advertisement creates the impact on consumers, as it provides necessary inputs to consumers.
Some more researchers had the same view about images and photographs used in
advertisements.
As per the literature, we found five-components for analysis. During the analysis music which
was considered as one of the components was removed and the rest all the components were
represented in Table 4. we named this factor as entertainment which had the eigenvalue of
3.025 and accounted for 11.204% of the total variance, it had humor, amusement, comic, and
entertainment as its components. All these components are studied in the past also by the
researchers. Humorous advertisements were considered to be convincing we and past
researchers suggest (Schwarz et al., 2015; Blanc & Brigaud, 2014). Our study stated that the
consumer likes those advertisements which are amusing, which means amusement had a
significant role in consumers' attitude. This finding supports the study conducted by Sarkar &
Chowdhary (2017). The comic factor in the advertisements influences on buying pattern of the
consumers as stated by Farooq et al. (2015). Our findings also consider comic as an important
component influencing the consumers. Our study discovered that consumers consider the
advertisements entertaining. In the past, Rajagopal (2011) conducted a study on radio
advertisements and also found them entertaining. Entertainment was considered an important
and influencing predictor by past researchers (Mengko et al., 2018; Hsu et al., 2007).
As represented in Table 4, the third factor extracted from principal components analysis is the
celebrity with the eigenvalue of 1.707 and is accountable for 6.323% of the total variance, it
had attractiveness and appearance, knowledge and expertise, and credibility of celebrity as its
components. We found this factor as an important predictor of advertising that influences
consumers. Consumers prefer their favourite icon in advertisements. They also think that these
icon helps them to remember and recall the commercials. Our findings were similar to the
findings of Priyankara et al. (2017).
Spokesperson traits are the next factor displayed in Table 4 with the eigenvalue of 1.412 and
is accounted for 5.228% of the total variance. This was the factor that was formed during the
principal component analysis. It was created using the variables from two factors- celebrity
and language, which was retrieved from past literature. This factor comprises the gender of
spokesperson and voice of spokesperson from celebrity and the use of native language from
language factor. The gender of the spokesperson, voice of the spokesperson, and native
language used in the commercials are its components. This factor represents radio advertising.
Our findings show its influence on helping the consumers to make decisions. Consumers find
gender and voice of spokesperson as an important constraint as stated by Martin-Santana et al.
(2017,) the consumers prefer female voice pleasing in radio advertisements. Further local or
native language helps consumers to understand the advertisements, as consumers may find it
tough to understand a language other than the native language. Therefore we analyzed that
language is very important in an advertisement, the importance of language was further
supported by past researchers (Garcia-Yeste, 2013; Chan & Cheng, 2012).
According to Table 4, the next factor extracted is credibility and creativity, it has the eigenvalue
of 1.229 and it is accountable for 4.553% of the total variance. It included the credibility of
advertisements and creativity of advertisements which were the individual factors whereas;
colors used in advertisements were derived from the factor design elements. All the three
variables clubbed together and formed new factor credibility and creativity. We found that
consumer considers those advertisements which are credible. In the past study also, credibility
was considered as important and was found to have a positive influence on consumers (Mengko
et al., 2018; Sarkar & Chowdhary, 2017; Martin-Santana & Beerli-Palacio, 2013). Further
another researcher Nualanan (2017) found that credibility forms a positive attitude in
consumers which increases the effectiveness of the advertisements. Our study also supported
the findings of past researchers. Further, we discovered that consumers prefer those
advertisements which are creative (Kumar, 2012). Consumers are attracted to creative
advertisements (Chan & Cheng, 2012). We support the findings of past researchers. We found
that consumers are attracted to those advertisements which are colorful which may lead to their
positive association with the advertisement. Our results were in a match with the results of the
past studies conducted by the researchers exploring the positive association of colorful
advertisements with consumers (Chan & Cheng, 2012; Hussain & Nizamani, 2011).
Information is one of the most important predictors of the effectiveness of advertisements. It
is the last factor we extracted from principal components analysis as depicted in Table 4. It
accounts for 4.260% of total variance with the eigenvalue of 1.150. It includes product
information and informativeness as key components for the study. We found the importance
of information in the past studies also. We discovered that consumers prefer those
advertisements which guide them about all the attributes, usage, and price of the products. We
clubbed all these components about the product to one variable named product information.
We found that product information plays a key role in the success of the advertisements and
their effectiveness. In past, some researchers conducted their study about product information
and found a positive association between product information and consumer attitude (Chew &
Adis, 2018). They also found true and relevant product information as an important predictor
of consumer behavior and advertising (Krishnakumar & Radha, 2014; Tan & Chia, 2007). The
other component of the factor is informativeness, which is again a predictor that had ka ey role
in advertising effectiveness. We found that consumers prefer those advertisements which are
informative, which means those advertisements which provide the required information to
consumers are preferred by the consumers. The studies conducted in the past also stated that
information provided by the advertisement influenced consumer decision making (Mengko et
al., 2018). We support the study conducted by Mengko et al. (2018).
Our study aimed to explore the contributing determinants of traditional advertising that
influence young consumers' purchase decisions. We plucked out the twenty-nine components
representing nine determinants from the past researches and conducted principal components
on them. The principal component analysis resulted in twenty-one components that formed six
determinants. These six determinants were design elements, entertainment, celebrity,
spokesperson traits, credibility and creativity, and information. All these determinants were
considered to influence the young consumers' purchase decision. We will discuss the
determinant’s intensity of influence on young consumers in further studies. We will try to
quantify the influence of these determinants and will try to find out the most prevailing
determinant/s in our next study.

Managerial Implications
Our paper will be helpful for organizations that wish to study young consumers’ behavior
towards traditional advertising. It will help organizations in developing the advertisements for
the products having a focus on youth as consumers according to their preference. This study
will help the organizations to understand the determinants that increase the effectiveness of the
advertisements.

Limitations of the study

We found that various determinants influence the young consumers, these determinants may
not commonly influence all the geographies, they may vary as per the demography of the
respondents. The study was limited to the geography of Lucknow city. The study just focused
on the consumers who were in the age bracket of 18 years to 35 years, more studies can be
conducted on other age groups. The data was collected through online mode due to the COVID-
19 pandemic. We used our relations for the collection of data. We did not receive a satisfactory
number of questionnaires as the questionnaires were circulated online and we did not have any
face to face interaction with the respondents.

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