COMM 470 Best Buy: Print versus Online Advertising

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Running head: BEST BUY: PRINT VERSUSONLINEADVERTISING1Best Buy: Print versusOnlineAdvertisingCOMM 470Compare and contrast the effectiveness of print versus online advertising for Best Buy, focusingon customer engagement, cost efficiency, and audience targeting. Evaluate how each mediuminfluences purchasing decisions and brand loyalty. Support your analysis with relevant examplesfrom the case and at least three scholarly sources. (1,500-2,000 words)

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BEST BUY: PRINT VERSUSONLINEADVERTISING2Best Buy: Print versusOnlineAdvertisingElectronic commerce is a major part of individual’s everyday lives. Many choices existthrough 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 realizedelectroniccommerceisthefutureofmerchandisesalesinthisincreasinglycompetitiveenvironment. These retailers must not only seek out new customers but also preserve existingcustomers. With any retail company, business research isessential for any corporation’sexistence. Electronic retailers must understand customer behavior in better serving the customersand helping understand the decision process a customer goes through prior to making a purchase(Marketing Vox, 2010).E-retailing is the process ofofferingretailitemselectronically over theWorld Wide Web.E-retailingis short for‘electronic retailing’that appeared in the 1990s from frequent use over theInternet. The term is an ever-presentaddition to similar terms such as e-business, e-commerce,and e-mail. E-tailingcommonlyrefers to the business-to-consumer (B2C) transactions (DMSRetail, 2011).Because of the advent of e-retailing, online advertising has become an integral partofanybusiness structure and specifically; Best Buy. An analysis of the similarities anddifferences of online versus print advertising ensues in the following sections.Print AdvertisingBefore the advent of online sales and advertising; print circulars, newspaper advertising,and magazine advertising drove corporations’ sales tactics. As of the present time the onlineenvironment has become a major force inevery aspectof individuals’ lives and companies alike.

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BEST BUY: PRINT VERSUSONLINEADVERTISING3One specific corporation, Best Buy, uses both print,online advertising,and quite successfully.Best Buy includes print flyers in local papers,mailings, and throughout the retail stores. Printadvertising offers eye popping detail in a gloss type format where artistic abilityintertwinesintoa sales format. The following picture is a scan from a recent mailer.Figure 1.Page from print circular with a concentration on camera sales from Best Buy

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