Influence of Puffery Tv Advertisement

Only available on StudyMode
  • Download(s) : 130
  • Published : March 10, 2013
Open Document
Text Preview
science and half art. The scientific part is looking at the target audience and finding media formats that have an impact in my campaign. The artistic part of the campaign is using the creative to simply show the benefit or the value to the consumer in a way that they understand and accept. Perhaps nothing characterizes advertising in the minds of most people more than the term puffery. In advertising, puffery means exaggerated commendation, or hype. The term comes from the old English word pyffan, meaning “To blow in short gusts” or “To inflate;”make proud or “Puffery surely predates recorded history”. Regardless of its long heritage and current widespread use, we should question puffery’s role in advertising. Inherently, puffery erodes advertising’s credibility as a trustworthy messenger by first lowering the public’s belief in the advertising they see. People begin to question those who support and create such advertising the advertisers, ad professionals, and ultimately the media that run such ads. A slogan such as “Quality worth your trust” is immediately deemed false when used in an ad for a product that’s generally perceived as inferior. Soon people begin joking that the agency is out of touch or lying or “should be shot”. With these, the researcher comes up to study the Influence of puffery TV advertisements of food products on the buying decision of households. The study would be of great importance to TV viewers as it will make them aware about the influence of puffery TV advertisements to their buying decision towards food products. For the readers, the study will broaden their knowledge regarding puffery TV advertisements. For the advertising agency or company, the study will help or guide them in conceptualizing or generating ideas in making TV advertisements. For the respondents, they will be able to know the influence of puffery TV advertisement of food products in their buying decision making. Researcher, as it will widen his learning and experience in conducting a research. Most importantly, the result of the study would give the researcher more information about the influence of puffery TV advertisements of food products on the buying decision of households. For the future researchers, the study will be a guide for them if they wish to continue and conduct a deeper study in relation to research conducted.

Objectives of the Study

This study will determine the influence of puffery advertisements of food products on the buying decision of households. Specifically, it aims to:
1. The socio-economic profile of the respondents in terms of sex, age, educational attainment, occupation, household size and monthly income/allowance; 2. Determine the level of frequency in buying the brand of food products; 3. Determine the puffery TV advertisement factors such as celebrity endorsers, jingle and advertising message used by the food products advertisers to the buying decision of the respondents; 4. Determine the respondent’s awareness of puffery TV advertisements used to promote food products; and 5. Determine the influence of the puffery TV advertisement factors such as celebrity endorsers, jingle and advertising message to the buying decision of respondents.

Expected Output of the Study

1. Determined socio-economic profile of the respondents in terms of sex, age, educational attainment, occupation, household size and monthly income/allowance; 2. The level of frequency in buying the brand of food products; 3. The puffery TV advertisement factors such as celebrity endorsers, jingle and advertising message used by the food products advertisers to the buying decision of the respondents; 4. The respondent’s awareness of puffery TV advertisements used to promote food products; and 5. The influence of the puffery TV advertisement factors such as celebrity endorsers, jingle and advertising message impact to the buying decision of respondents. Scope and Limitation of the Study

This study will focus only on...
tracking img