The British University in Egypt Faculty of Business Administration, Economics and Political Science

Factors Influencing Advertising Business:

Factors Influencing Advertising Media Selection in Egyptian Market

Presented by Allaa Magdy Abdellatif 109890

Assignment 1 (20%)

Presented to Dr. Bassam El Ahmady 2013/2014

Table of Contents
1. Introduction .................................................................................................................. 3 2. Research Problem ......................................................................................................... 4 3. Research Aims .............................................................................................................. 4 4. Research Objectives ..................................................................................................... 4 5. Research Framework .................................................................................................... 5 6. Research Hypothesis .................................................................................................... 5

1. Introduction
Advertising role in business field has increased during the last decades especially with the increase of competition, technology advances and saturation of markets with competing parties. The differences among similar products has decreased what made many firms use advertising hopefully to promote their products especially new ones, attract new customers and retain existing ones to maintain profitability and competitive advantage at their target markets (Belch and Belch 2009).

However, selection of the appropriate advertising method and consequently the proper advertising media is not a piece of cake or that simple for many reasons. First, there are many advertising media like newspapers, magazines, Internet, TV and many others, where each of them has its own advantages and limitations in terms of attractiveness, interaction with target audience and of course their cost (Consterdine, 2005, p.7). Second, advertising has become expensive due to required continuous creativity and increase of the media usage costs as well. Third, the economic conditions impact directly both company business profitability as it influence the purchasing power of the target customers and products costs , what makes selection of proper advertising media is crucial to avoid wasting of dollars in zero gain activities. Fourth, special nature and cultural aspects must be considered when designing advertising campaigns and selection of the appropriate media that can transfer the required message in the desired way (Media Literacy Project, 2013, p.6). Fifth, advertising need continuous monitoring and evaluation of its activities which required more effort and identification of proper evaluation measurement and evaluation tools (Cao, 1999, p.1).

On other hand, there are many factors that influence advertising media selection those factors include the type and characteristics of the product or service provided, available technology, the budget, market characteristics including cultural aspects and economic conditions, market competition, required coverage and reach of advertising message (Belch and Belch 2009). This research investigate how those factors influence selection of advertising media with a focus on Egyptian market

2. Research Problem Selection of improper advertising media has resulted in decrease of cost effectiveness of many advertising campaigns in Egypt and impacted many companies image and competitiveness.

3. Research Aims This research aims to provide clear image and guidelines for better selection of advertising media that fit with company needs and demands.

4. Research Objectives This research has the following objectives: To define the advertising role and importance in making business at the Egyptian market, highlight different advantage and limitations of each media type and investigate the factors influencing advertising media selection.

5. Research Framework The framework of this research is based on theoretical and real life data obtained from primary and secondary data sources. As mentioned before, there main factors that influence advertising media selection include the product type, available technology, the cultural aspects and economic conditions, competition and the required coverage and reach of advertising campaign. Those factors are considered the independent variables while the dependent variable is mainly the media type selection.

Economic Conditions

Culture Product Type

Independent variables
Competition

Media Type Selection

Technology

Dependent variable

Fig.1 Research Framework

6. Research Hypothesis H1: Product Type influences advertising media selection in Egyptian market. H2: Product Type does not influence advertising media selection in Egyptian market. H3: Technology influences advertising media selection in Egyptian market. H4: Technology does not influence advertising media selection in Egyptian market. H5: Economic Conditions influences advertising media selection in Egyptian market.

H6: Economic Conditions does not influence advertising media selection in Egyptian market. H7: Culture influences advertising media selection in Egyptian market. H8: Culture does not influence advertising media selection in Egyptian market. H9: Competition influences advertising media selection in Egyptian market. H10: Competition does not influence advertising media selection in Egyptian market.