scholarly journals Management of Television Advertising Content Based on the Value of Health

2019 ◽  
pp. 79-106
Author(s):  
Marzena Barańska
Keyword(s):  
Television Advertising ◽  
Advertising Content ◽  
Value Of Health

Świat, w którym żyje człowiek jest zbiorem wartości, utworzonych przez niego i dla niego. Jako istota wolna, dokonuje ich wyboru, kieruje się nimi w codziennych zachowaniach, postawach, uznając za cenne, godne wysiłku. Uznane społecznie czy indywidualnie wpływają na decyzje podejmowane w sferach: ekonomicznej, estetycznej, moralnej, prawnej, poznawczej czy religijnej. Ich doniosłość i wpływ zauważyli także autorzy komunikatów reklamowych. Odpowiednio dobrane dla danego rynku, kształtują treść komunikatów reklamowych i mają znaczenie w komunikacji przedsiębiorstwa z konsumentami. Szczególnie zaobserwować to można w przekazach rekomendujących leki. Odwoływanie się czy powoływanie wartości szczególnie cenionej, jaką jest „zdrowie”, jest nie tylko uzasadnione, ale pozwala nabywcom na dokonywanie wyboru tych produktów, które w ich ocenie gwarantują osiągnięcie dobrostanu, stanu bezchorobowego. Zarządzanie treścią reklamy poprzez swoistego rodzaju „obrazowanie” zdrowia w reklamach jest konsekwencją stosowania różnych środków perswazyjnych.

scholarly journals Neurophysiological methods to study consumer perceptions of television advertising content

2019 ◽  
Vol 18 (2) ◽  
pp. 175-303
Author(s):  
Svetlana M. Berezka ◽  
◽  
Marina Yu. Sheresheva ◽  
◽  
◽  
...  
Keyword(s):  
Television Advertising ◽  
Consumer Perceptions ◽  
Advertising Content

Recall by Young People of Television Advertisements as a Function of Programme Type and Audience Evaluation

1994 ◽  
Vol 75 (3) ◽  
pp. 1107-1120 ◽  
Author(s):  
Barrie Gunter ◽  
Adrian Furnham ◽  
Cerrie Frost
Keyword(s):  
Free Recall ◽  
Evaluation Study ◽  
Television Advertising ◽  
Programme Evaluation ◽  
Cued Recall ◽  
Situation Comedy ◽  
Natural Break ◽  
News Bulletin ◽  
Programme Content ◽  
Advertising Content

This study examined the effects of programme content and programme evaluation by young viewers upon their recall of advertisements placed in a central break within the programme. A sample of 66 adolescents took part in what was described to them as a programme evaluation study. Subjects were randomly allocated to three groups ensuring that there were approximately equal numbers of boys and girls per group and watched one of three half-hour television programmes: a drama series episode, a situation comedy, and an evening news bulletin. A common sequence of seven advertisements occurred in a natural break at the half-way point of each programme. After watching a programme, subjects gave it qualitative ratings along 39 7-point bipolar adjectival scales and replied to 27 attitude statements about television advertising before being tested without prior warning for free and cued recall of the advertisements. No significant effects upon free recall of advertising content emerged as a function of programme watched, but an effect was observed upon cued recall. Cued recall of advertising content was significantly better from the situation comedy than from the drama episode. In addition, programme evaluations were significantly related to recall of advertising content. Greater involvement and perceived contemporaneity were associated with better free recall of advertising, and greater affective involvement in and less liking and appeal of programme content were associated with better cued recall.

Cameroonian Consumers' Attitude towards Tv Advertising Form and Content

2021 ◽  
Vol 6 (3) ◽  
pp. 167-180
Author(s):  
ADAMOU HADJI Mohamadou ◽  
KUATE KAMGA Sangeniss Leblanc
Keyword(s):  
Social Networks ◽  
Principal Component Analysis ◽  
Linear Regression ◽  
Principal Component ◽  
Consumer Attitudes ◽  
Television Advertising ◽  
Jel Classification ◽  
Convenience Sample ◽  
Tv Advertising ◽  
Advertising Content

Objective - The research focuses on analysing the TV advertising in an environment dominated by social networks and its ever-increasing cost in order to evaluate the influence of its content and form on consumer attitudes in Cameroon. Methodology/Technique - A survey was conducted with a convenience sample of 337 individuals in the cities of Douala, Yaoundé, and Maroua. Principal component analysis and multiple linear regression were used to assess the results. Findings - The results reveal the significant influence of the content (character and language) and even the form (traditional advertising and placement) of television advertising on consumer attitudes. Novelty - It contributes to the development of the study of television advertising in relation to the attitude of the consumers in Cameroon by integrating the content and form aspect. Type of Paper - Empirical. Keywords: Attitude, Consumer, Advertising content, Advertisement form, Cameroon JEL Classification: D1, M31, M37.

Diversity in Primetime Television Advertising From Multiple Perspectives

2007 ◽  
Author(s):  
Mistie D. Seawell ◽  
Rebecca V. Stein ◽  
Daphny L. Tobias ◽  
Karri A. Zumwalt
Keyword(s):  
Television Advertising ◽  
Multiple Perspectives ◽  
Primetime Television

Accounting for Causality When Measuring Sales Lift from Television Advertising

2020 ◽  
pp. JAR-2020-024
Author(s):  
Henry Assael ◽  
Masakazu Ishihara ◽  
Baek Jung Kim
Keyword(s):  
Television Advertising
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