Selecting an Appropriate Source of Media as an Effective Source of Promotion and Communication From ATL and BTL Modes of Advertising (A Study of FMCGs in Peshawar)

Abstract

This study investigates the impact of FMCGs ATL and BTL advertising methods on the
consumer response in the city of Peshawar Pakistan. This work apply both analytical
and descriptive approaches to find suitable source of advertising and communication
from ATL and BTL methods. The independent variables of ATL advertising were
Television (TV), Radio, Internet and Print Media, where as the independent variables of
BTL advertising were Billboards, Transit, Flyers, Banners, Wall chalking, Point of sale
display, Word Of mouth and the dependent variable was customer response. There were
12 hypotheses of the study. Linear regression was applied in research article to find out
the impact of independent variables on the dependent variable. Primary data was
collected through questionnaires with the sample size of 200, of which 143 were
completely filled and responded. The finding of the study shows that all of the
independent variables had significant impact on the dependent variable that is
customer response. The result of the study shows that billboard, wall chalking and
transit advertising have significantly high impact on the generation of positive
customer response among which billboard is the most effective and efficient. From the
results, it was concluded that in Peshawar companies need to advertise their FMCG
products on billboard to get effective and efficient results with minimum cost and
maximum output.