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Making an Informed Decision in Advertising
Views: 211
- Title: Making an Informed Decision in Advertising: An Empirical Study of Advertisers and the Media in Oman
- Author(s): Fatma Al Kalbani, Nabhan Al Harrasi, Maha Al Balushi
- Publisher: Common Ground Research Networks
- Collection: Common Ground Research Networks
- Series: Communication and Media Studies
- Journal Title: The Journal of Communication and Media Studies
- Keywords: Media, Media Content, Advertising, Media Decision, Information, Oman
- Volume: 8
- Issue: 2
- Date: May 19, 2023
- ISSN: 2470-9247 (Print)
- ISSN: 2470-9255 (Online)
- DOI: https://doi.org/10.18848/2470-9247/CGP/v08i02/11-25
- Citation: Al Kalbani, Fatma, Nabhan Al Harrasi, and Maha Al Balushi. 2023. "Making an Informed Decision in Advertising: An Empirical Study of Advertisers and the Media in Oman." The Journal of Communication and Media Studies 8 (2): 11-25. doi:10.18848/2470-9247/CGP/v08i02/11-25.
- Extent: 15 pages
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Abstract
The study investigates information utilization in advertising media decisions by analyzing 153 programs/sections/advertisements of an official newspaper, television, and radio in Oman. The results indicate a gap between media decisions and information about media consumption. However, information about advertising function, program content, target audience, and timing was reflected in advertisers’ media decisions. It is recommended that an independent official research center run periodic surveys on media consumption in Oman to support advertisers’ media decisions.
