An explanatory research design was utilized where 240 homemakers who read retail food newspaper ads were interviewed. The specific focus was on how consumers perceive retail food firm newspaper advertising, and what effect the advertising has on consumers’ attitudes and shopping behavior. The universe for the study was the Pensacola, Florida urban area (city and suburbs). It was quite apparent that consumers are treating their grocery buying seriously and are using the information provided by the newspaper advertisements to make decisions concerning what products to buy and where to shop. The results of the study showed that requesting information associated with printed advertisements (i.e., magazine and newspaper) increases the likelihood of visiting the state, whereas the same behavioral response associated with broadcast advertisements (i.e., TV and radio) does not necessarily increase the likelihood of visiting Illinois.

KEYWORDS: Print Media, Retail Food, Broadcast Advertisements, Visiting Illinois.

Introduction The way advertising is inevitable for business similarly media is inevitable for advertising. There are different types of media. Each medium have the attributes narrated below. In the same way the print media also have these attributes but different attributes may vary in its intensity of presence for print media.  

Print Media and Functional Attributes 

• Clarity of Message: The message delivered must be clear. Unless the message is clear, it will fail in its actual purpose of the message itself. Thus any media that is used must be such that the message remains very clear. 
• Capacity to Depict the Product: Various media of advertisements differ in their capacity to depict the product as it is. The marketer has to understand this attribute present amongst various medium.
• Display of Maximum Information: Each media is used with motto of displaying information. Each medium is used with the intention of providing maximum information. Which medium will be used depends on the media habits of the targeted market and their readiness to explore the medium for their need for information. The results obtained suggest that besides refreshment, information like product attributes and educative information may also influence the consumers’ purchase and repurchase decisions.
• Ease of Describing: Each medium has a unique capacity to help the audience remember and describe what they have seen and felt.