The Effect of Advertising on Youth a Focus on the Tobacco Industry

The Effect of Advertising on Youth: A focus on the Tobacco Industry

by Kareem Reda Salem

Bachelor Thesis submitted to the Department of Marketing at the Faculty of Management & Technology German University in Cairo

Student registration number: 4-2309 Date: 4 th of June, 2008. Supervisor: Dr. Mohamed Radwan

Table of Contents Chapter 1. Introduction………………………………………………..3
1.1 Introduction……………………………………………………………..3 1.2 Research objectives……………………………………………………..3 1.3 Research importance……………………………………………………4

Chapter 2. Literature Review………………………………………….4
2.1 Features of advertising………………………………………………….4 2.1.1 Function of advertising………………………………………....4 2.1.2 Significance of advertising……………………………………..4 2.1.3 Chronologic development of advertising………………………7 2.1.4 Weighing Advertising…………………………………………..7 2.2 Effects of advertising on consumers…………………………………....8 2.3 Types of advertising……………………………………………………11 2.3.1 Comparative and non-comparative advertising………………..11 2.3.2 Political advertising…………………………………………….12 2.4 Significance of TV as an advertising vehicle…………………………..13 2.5 The effect of TV advertising on youth…………………………………14 2.6 Tobacco advertisements and the effect of restriction……………….....16 2.7 Examples signifying the effect of TV advertising on youth…………...17 2.8 The tobacco industry and advertising......................................................20 2.9 Research questions………………………………………………………25

Chapter 3. Research Methodology…………………………………….25
3.1 Research design…………………………………………………………25 3.2 Instrument design……………………………………………………….26 3.3 Study sample……………………………………………………………27 3.4 Research limitations…………………………………………………….27

Chapter 4. Results and Conclusions……………………………………28
4.1 Data analysis……………………………………………………………..28 4.2 Descriptive……………………………………………………………….36 4.3 Study results……………………………………………………………...36

Chapter 5. Recommendations............................................................................37
5.1 Directions for future

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