ARE TRADITIONAL ADVERTISING METHODS STILL RELEVANT ON CLIENT PURCHASE INTENTION

Abstract

Although there has been considerable research on traditional advertising methods, this study sought to establish their influence on client purchase intention in the banking industry. Data were collected from the bank clients in Gauteng, South Africa. After the analysis, results showed positive relationships between the traditional advertising methods and purchase intention. Moreover, the findings indicated that the four traditional advertising methods have stood the test of time and are still relevant in influencing client purchase intention in the banking industry, despite the digital era.