Introduction The rapidly growing business world that technology seems to renovate each subsequent day is experiencing changes in business trends, especially in the marketing where consumer preferences have transformed accordingly (Jones, Pentecost, & Requena 2005). Among others, the global graphic industry seems to experience unprecedented changes since the emergence of modern computer and phone technologies that appear to influence information sharing among people (Hsiung 2011; Magee 2012). As the trend towards consumption of graphic printed material such as brochures, birthday cards, letterheads, banners, and pocket folders has changed, the expectations of consumers regarding print media have also changed dramatically. As Carreiro (2010) discovers, a continuum of studies have come strongly to reveal and demonstrate the rapid deterioration of printed media and the transformation towards modern communication and information sharing technologies. Using questionnaires as research instruments that the researchers administered to about 48 participants, including university students, businesspersons, and working-class individuals, the research noted significant differences between printed media and computer-displayed information (Jones, Pentecost & Requena 2005). More importantly is the connection of print media to the influence of advertisements and the manner in which consumers respond to printed advertisement information to the computer screen information (Berkhout & Hertin 2004). The study discovered that print media have greater influence on the memory recall of consumers than the computer-displayed advertisements (Jones, Pentecost, & Requena 2005). The significance of making a print media appear attractive and appealing to consumers arises as the influence of printed advertisements on the memory recalls of individuals prove more than in the computer information. Before getting any further, it is important to understand the meaning of a graphic industry and its commercial role. According to Berte and De Bens (2004), the graphic industry entails the business of providing commercial printing services, graphic designing, direct mail services, website designing services, and the video production services that aim to share information using different platforms. Companies use different forms of advertising techniques most of which run through the mentioned graphic industry communication platforms that come in two major categories, namely the printed media and the computerised non-print media (Bird 2009). The shift from print media to nonpoint media has intensified and consumers have their own diverse opinions about these two media Kolyesnikova, Dodd and Callison (2014) conducted a study to investigate the manner in which consumers respond to direct mail messages and the influence of gratitude and obligation of individual consumers in this form of information exchange platform. Through using the technique of integrating emotional content into the direct mail messages, Kolyesnikova, Dodd and Callison (2014), managed to collect substantial information to depict the influence of digital media in the marketing realm. They used two terms: gratitude, which means thanksgiving messages to the personnel for the services received and obligation, which connoted the willingn