UUM Electronic Theses and Dissertation
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Rekabentuk Mesej dan Keberkesanan Pengiklanan TV

Haslida, Ismail (2004) Rekabentuk Mesej dan Keberkesanan Pengiklanan TV. Masters thesis, Universiti Utara Malaysia.

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Abstract

In general, the objective of this study is to examine the perception of consumer, specifically, UUM lecturers’ in characteristics of advertisement message and media towards the effectiveness of TV advertising. The specific objectives of this study are to identify, whether strategy of meaningful message, believable message, and distinctive message; frequency of media and media attractiveness
influence the effectiveness of TV advertising. The independent variables measured are; demographic factors, meaningful of message, believable of message, distinctiveness of message, frequency and attractiveness of
advertisement. Meanwhile, the dependent variables in this study are the effectiveness of TV advertising, comprises of two (2) elements that are advertisement objectives and intention to purchase. The reliability of the actual study exceeds 0.80 for all variables. The total number of the population is 866 lectures and 250 of the respondents are selected randomly as sample. 135 of the respondents returned back the questionnaire that is consisting 54% response rate. The regression of result shows that
meaningful message, distinctive message and the attractiveness of advertisement are contributing of 2.1 % (R2=0.021), 7.9% (R2=0.079) and 50.6% (R2=0.506), to the variance in advertisement effectiveness, respectively.
Consequentially, the objective of this study is mostly achieved i.e. three (3) of the objectives are identified as influencing the effectiveness of TV advertising.

Item Type: Thesis (Masters)
Supervisor : UNSPECIFIED
Item ID: 1195
Uncontrolled Keywords: Advertisement Message, Media, Television Advertising
Subjects: H Social Sciences > HF Commerce. > HF5801-6182 Advertising
Divisions: Faculty and School System > Faculty of Business Management
Date Deposited: 27 Jan 2010 09:52
Last Modified: 24 Jul 2013 12:10
Department: Faculty of Business Management
URI: https://etd.uum.edu.my/id/eprint/1195

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