Home⇛Business Research Journal⇛vol. 6 no. 1 (2020)

Comparative Analysis of Traditional and Digital Marketing Communications

Samuel M. Loyola | Tricia O. Manguiat | Ann Rosette W. Mata | Porfirio Catolico, Jr.

 

Abstract:

The purpose of this research is to compare and analyze which marketing strategy is effective, the traditional or digital marketing communications. The findings in this research was based on a survey questionnaire using the profile of the respondents which are equally divided according to the age brackets from Baby Boomers, Generation X, Generation Y and Millennials. This study also determines if there is a significant difference between the marketing strategies when profile of the respondents were considered. 200 respondents participated in the study. 93 were male covering 46.5 percent and 107 female covering 53.5 percent of the entire 200 respondents. There is a significant difference on the effectiveness level of the traditional and digital marketing communications used according to the respondents ‘respective generation while there is no significant difference between the level of effectiveness of traditional and digital marketing communications in terms of overall respondent perception.



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