Effect of Television Advertisements on Buyer's Decision Process

Author:   Arif Amna ,  Sadiq Muhammad Waqas
Publisher:   LAP Lambert Academic Publishing
ISBN:  

9783659247828


Pages:   248
Publication Date:   08 October 2012
Format:   Paperback
Availability:   In stock   Availability explained
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Effect of Television Advertisements on Buyer's Decision Process


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Overview

Business world is changing from short term sale strategies to more customer-focused long term relation building strategies. It is extremely important to know the needs of your target customer so you can convey your message in a more attractive way. The most common method of advertising is television advertising. The elements of television advertising are Jingle, Brand, Celebrity, Promotional offering, Location, Theme and Song. The purpose of this research thesis is to measure the effect of television advertisement on the target buyer's decision process. This means that how an advertisement affects the thinking process of a buyer which includes need recognition, Information search, Evaluation of alternatives, Purchase decision and Post purchase behavior. This research includes 400 students of different colleges from intermediate to PhD level. Gender ratio is equal, which means this research includes 200 male and 200 female respondents. The main hypothesis of this research study is co-relational, which is elements of the Television advertisement are positively related with the buyer's decision procedure. SPSS version 19.0 is used to perform the T-test, ANOVA and Kruskal-Wallis test.

Full Product Details

Author:   Arif Amna ,  Sadiq Muhammad Waqas
Publisher:   LAP Lambert Academic Publishing
Imprint:   LAP Lambert Academic Publishing
Dimensions:   Width: 15.20cm , Height: 1.40cm , Length: 22.90cm
Weight:   0.367kg
ISBN:  

9783659247828


ISBN 10:   3659247820
Pages:   248
Publication Date:   08 October 2012
Audience:   General/trade ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   In stock   Availability explained
We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately.

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