COMM 470 Best Buy: Print versus Online Advertising
Comparison of print and online advertising effectiveness for Best Buy.
Abigail Bennett
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Running head: BEST BUY: PRINT VERSUS ONLINE ADVERTISING 1
Best Buy: Print versus Online Advertising
COMM 470
Compare and contrast the effectiveness of print versus online advertising for Best Buy, focusing
on customer engagement, cost efficiency, and audience targeting. Evaluate how each medium
influences purchasing decisions and brand loyalty. Support your analysis with relevant examples
from the case and at least three scholarly sources. (1,500-2,000 words)
Best Buy: Print versus Online Advertising
COMM 470
Compare and contrast the effectiveness of print versus online advertising for Best Buy, focusing
on customer engagement, cost efficiency, and audience targeting. Evaluate how each medium
influences purchasing decisions and brand loyalty. Support your analysis with relevant examples
from the case and at least three scholarly sources. (1,500-2,000 words)
BEST BUY: PRINT VERSUS ONLINE ADVERTISING 2
Best Buy: Print versus Online Advertising
Electronic commerce is a major part of individual’s everyday lives. Many choices exist
through the Internet, such as retail outlets, countless sources of information, social sites, forums,
and many more avenues that can save time and effort. Electronic retailers have long realized
electronic commerce is the future of merchandise sales in this increasingly competitive
environment. These retailers must not only seek out new customers but also preserve existing
customers. With any retail company, business research is essential for any corporation’s
existence. Electronic retailers must understand customer behavior in better serving the customers
and helping understand the decision process a customer goes through prior to making a purchase
(Marketing Vox, 2010).
E-retailing is the process of offering retail items electronically over the World Wide Web.
E-retailing is short for ‘electronic retailing’ that appeared in the 1990s from frequent use over the
Internet. The term is an ever-present addition to similar terms such as e-business, e-commerce,
and e-mail. E-tailing commonly refers to the business-to-consumer (B2C) transactions (DMS
Retail, 2011). Because of the advent of e-retailing, online advertising has become an integral part
of any business structure and specifically; Best Buy. An analysis of the similarities and
differences of online versus print advertising ensues in the following sections.
Print Advertising
Before the advent of online sales and advertising; print circulars, newspaper advertising,
and magazine advertising drove corporations’ sales tactics. As of the present time the online
environment has become a major force in every aspect of individuals’ lives and companies alike.
Best Buy: Print versus Online Advertising
Electronic commerce is a major part of individual’s everyday lives. Many choices exist
through the Internet, such as retail outlets, countless sources of information, social sites, forums,
and many more avenues that can save time and effort. Electronic retailers have long realized
electronic commerce is the future of merchandise sales in this increasingly competitive
environment. These retailers must not only seek out new customers but also preserve existing
customers. With any retail company, business research is essential for any corporation’s
existence. Electronic retailers must understand customer behavior in better serving the customers
and helping understand the decision process a customer goes through prior to making a purchase
(Marketing Vox, 2010).
E-retailing is the process of offering retail items electronically over the World Wide Web.
E-retailing is short for ‘electronic retailing’ that appeared in the 1990s from frequent use over the
Internet. The term is an ever-present addition to similar terms such as e-business, e-commerce,
and e-mail. E-tailing commonly refers to the business-to-consumer (B2C) transactions (DMS
Retail, 2011). Because of the advent of e-retailing, online advertising has become an integral part
of any business structure and specifically; Best Buy. An analysis of the similarities and
differences of online versus print advertising ensues in the following sections.
Print Advertising
Before the advent of online sales and advertising; print circulars, newspaper advertising,
and magazine advertising drove corporations’ sales tactics. As of the present time the online
environment has become a major force in every aspect of individuals’ lives and companies alike.
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Document Details
University
University of British Columbia
Subject
Marketing