Customer Attitude over Advertisement

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Customers attitude towards Etv advertising

DEPARTEMENT OF marketing MANAGEMENT

School of business and economics

Adama science and Technology University

May 2012
Adama, Ethiopia

ACKNOWOLEDGMENT

First and for most, to my advisor Mr. Aschalew for his valuable and immense follow up he made on the paper from the beginning until its completion My sincerely gratitude will go to my families they were with me from the very beginning of my study with their valuable support. I am very much indebted to all my friends who provided me supportive advices on my paper.

Abstract
This paper is entitled with Consumers’ attitude towards ETV advertisement. The study is done with the objective of identifying the attitude of the consumers towards ETV. To accomplish the paper the researcher gathered both primary and secondary data from Ethiopian television and analyzed and interpreted with the descriptive method of analysis with the help of tabulation in well-organized manner and in order to supplement the study, different related literatures are token from different sources. Finally in order to tackle those problems and challenges the researcher has been forwarded recommendation and suggestions

Table of content
Acknowledgement
Abstract
CHAPTER ONE
1.1 Introduction 1
1.2 statement of the problem 2
1.3 objective of the study 3
1.4 significance of the study 4
1.5 delimitation of the study 4
1.6 research design and methodology 4
1.7.1 sample design 4
1.7.2 data sources 4
1.7.3 data presentation and analysis 5
1.7.4 limitation of the study 5
CHAPTER TWO
2. Review of related literature 6
2.1 marketing 6
2.3 Classification of advertising 8
2.4 Advertising for business and professional market 9 2.4.1 Business to business advertising 9
2.4.2 Professional advertising 9
2.4.3 Trade advertising 9
2.5 Role of advertising 9
2.5.1 The marketing role 10
2.5.2 The commination role 10
2.5.3 The economic role 10
2.5.4 The social role 10 2.6 Ethics of advertising 11 2.7 What advertisement should be? 12
2.7.1 The social and economic impact of advertising 13 2.7.2 The economic impact of advertising 13
2.7.3 Advertising values of television 13
2.8 key function of attitude to individuals 14
2.9 Definition of customer attitude 15
2.9.1 Attitude towards advertisement 16
2.9.2 Understanding consumers attitude towards advertising 16 2.10 Why we study consumer behavior 16
2.11 Consumer decision making 17
2.12 Factor the that influence consumer 19
CAPTER TREEE
3Data analysis and interpretation 22
3.1 table 1 background of the respondent 23
3.2 table 2 analysis and finding data 23
3.3 table 3 presenting the true picture of the product 24 3.4 table 4 the level of real advertising ethics 25
3.5 table 5 evaluate the level of exaggeration of advertisement 26 3.6 table 6 Tv advertising and public acceptance of the products 27 3.7 table 7 benefit of advertisement when product is good 28 3.8 table 8 TV advertisement relate with cost 29

3.9 table 9 advertising and its power to make buying decision 29 3.10 table 10 ridiculous and silliness of TV advertisement 31 3.11 table 11 TV advertising relate with materialistic 32 3.12 table 12 frequency of mislead TV advertisement 32 3.13 table 13 effect of information for making buying decision 33 3.14 table 14 annoyance of repeated TV advertising 34

3.15 table 15 the degree of TV advertising 35
3.16 table 16 restriction on TV...
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