media is also said to be more cost effective in terms of the total expenditure spent on
the promotion (Franks, 2011). Ther e are several forms of alternative media which
includes: social media, internet, mobile marketing and blogs. Marketers who engage
in promotion through alternative marketing have to understand the diff erent needs
and appealing factors which would attract the viewer’s interest to a promotion and
make them conduct a purchase. This is usually done through research on the
behavior of consumers using different approaches and delivering the most
appropriate message to a particular target viewer. Besides the level of intimacy with
viewers there are also several factors that differentiate traditional media and
alternative media.
In terms of publicity or public relations traditional media prefer to cover stories and
press releases on huge corporations since they believe it is more important and they
considered themselves as a reputable institution with a huge number of viewers.
Therefore a SME is encouraged to use alternative media when engaging in their press
release since they appeal to a smaller amount of viewers with the best interest on the
company. The level of credibility also contributes to a significant difference when it
comes to traditional media and alternative media. Promotion which is viewed on a
traditional media tends to be considered as high credibility by the viewers since most
traditional media firms are reputable and administered by the government or a third
party institution. The level of credibility in an alternative media may vary depending
on the r eputation and age of the company. Some companies may engage i
both
forms of media to boost the level of credibility by viewers (Johnston, 2014).
2.1.5 Planned Purchase and the Consumer Decision Making Process
There are different forms of purchasing behavior in which customers could engage in
when making a purchase of a product. One of the common purchasing behaviors is
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