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

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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 research....................................................................37

References............................................................................................38 Appendix A: Questionnaire..................................................................41 Appendix B: Interview Questions.........................................................43 Appendix C: Tables..............................................................................44 Declaration............................................................................................46

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Introduction:
Advertising is a one-way communication whose function is to notify possible customers about products and services and how to acquire them. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company.

One definition of advertising would be: ''Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.'' (Richard F. Taflinger). In other words, advertising could be categorized as a facet which feed the consumer with information regarding a specific product that the consumer is could be purchasing. However, the aim is not only providing information about a given product, but also it should be born in mind that advertising provides all sort of information regarding the advertised product to the consumers. (Nelson, 1974).

In an attempt to stress the significance of advertising on youth, the researcher thought of integrating a specific industry which had a lot of controversial literature and its effect on youth. The industry in hand is the tobacco industry.

Research Objectives: The main objective of this paper is to draw the lines to the direct connections in terms of...
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