oa Interim : Interdisciplinary Journal - The influence of radio and newspaper advertisements on the buying decisions of consumers

Volume 17 Number 1
  • ISSN : 1684-498X



Radio and newspaper advertisements are used by small and medium enterprises (SMEs) to create awareness about the existence of businesses, their products and services, as well as to communicate with potential consumers. The present study, localised in the city of Welkom, Free State province, focuses on the effectiveness of radio and newspaper advertisements as promotional tools to enhance the profitability of SMEs. The main objective of the study was to investigate the influence of radio and newspaper advertising on consumer buying decisions. It also investigated in particular the effect of radio and newspaper advertisements on the decision making of consumers regarding products or services. The relationships between consumer age and gender and decision making were also examined. Study findings revealed that radio advertisements do not appear to influence the buying decisions of consumers as most consumers are passive listeners and do not concentrate on such advertisements. Contrastingly, there is wide agreement that newspaper advertisements do influence buying decisions. One implication from the study is that SMEs might increasingly consider using newspaper advertising for more effective consumer communication.

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