The relationship of circulation quality and advertising price with advertisers satisfaction: an analysis of the Islamabad based newspaper industry of Pakistan

Abstract

The present study investigated the relationship of circulation quality and advertising price with advertisers’ satisfaction in the context of the Islamabad based newspaper industry of Pakistan. The focus of the study was on circulation quality and advertising price leading to advertisers’ satisfaction. The main reason behind initiating the study was to empirically examining the general perception of “price preceding quality” phenomena concerning the newspaper industry of Pakistan among the media planners, and to ascertain the findings through statistical tools. In addition, the study also aimed at educating the marketing professionals of the literary aspect of quality-price relationship. Based on the review of previous literature a theoretical framework was developed. The independent variables being circulation quality and advertising price, and advertisers’ satisfaction as the dependent variable. The theoretical framework led to the development of two hypotheses with their respective sub-hypotheses for empirical validation. The hypotheses and sub-hypotheses were formulated to examine the positivity of relationship between the independent variables with the dependent variable. The methodology included data collection through closed ended questionnaires from population of advertisers based at Islamabad with sample size of 100 advertising, media, and marketing professionals. The questionnaires were distributed by hand, through emails, and through personal contacts who worked in various organizations as marketing, advertising, and media professionals. The data collected was empirically validated for testing the two formulated hypotheses. The data was analyzed through crosstabulation, correlation, and regression techniques. The findings of the analyses were also depicted through the curve fit charts of the study variables. Some limitations, implications and suggestions were also suggested.