Impact of T.V Advertisements on Buying Pattern of Adolescent Girls

Kotwal, Nidhi; Gupta, Neelima; Devi, A. Preethi

doi:10.1080/09718923.2008.11892600

Cited by 18 publications

(12 citation statements)

References 4 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The message may take a rational form or an emotional form (Albers-Miller 1999). Whatever form it may take, the advertising message must be attention grabbing, must be entertaining and must provide information (Kotwal et al 2008).…”

Section: 'Message' In Advertisementmentioning

confidence: 99%

Consumers’ Message Orientation in Television Advertising and Branding: a Study on Indian Consumers

Mohanty

Sahney

2015

Psychol Stud

View full text Add to dashboard Cite

The paper defines television advertising message from the consumers' point of view within the discourse of cross-cultural marketing communication. It highlights the 'consumer preferred' cultural elements in a scenario, where attitude towards advertisement, attitude towards brand and purchase intentions are absolutely relevant. As the paper explores the major 'message' elements employed in television advertisement, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) have been conducted to identify a smaller number of factors. It has been found that for Indian consumers, advertising messages that affect brand relationship in television advertisement are Entertainment, Social Values, Individual Values, Product Information and Logic. These factors have been found to be well identified in the message and can be studied individually. There is no study that draws the attention of Indian consumers towards message from cross-cultural context. This is one of the original studies that respects the practitioners and academics views, but explores the Indian consumers' view to justify the need and importance of future research in this country.

show abstract

Section: 'Message' In Advertisementmentioning

confidence: 99%

Consumers’ Message Orientation in Television Advertising and Branding: a Study on Indian Consumers

Mohanty

Sahney

2015

Psychol Stud

View full text Add to dashboard Cite

show abstract

“…For example, evidence shows that Moroccans are exposed to multiple international channels, Internet and social media (Akbar, ). In their research analysing the TV advertising impact on adolescent purchasing behaviour, Kotwal et al (), show that girls view TV advertisement with extreme interest and perceive the product exposed as a miracle that would change their lives.…”

Section: Literature Reviewmentioning

confidence: 99%

“…In their research analysing the TV advertising impact on adolescent purchasing behaviour, Kotwal et al (2008), show that girls view TV advertisement with extreme interest and perceive the product exposed as a miracle that would change their lives.…”

Section: Media and Subjective Normmentioning

confidence: 99%

Colour cosmetics consumption among Moroccan women: Examining the nexus of attitudes, religion and the media

Hamelin¹,

Mokannef

Gbadamosi

2018

Int J Consumer Studies

View full text Add to dashboard Cite

This paper examines colour cosmetic consumption of Morrocan women in relation to the influence of attitudes, religion and the media. With data from 498 women and using the theory of planned behaviour, this study shows that attitude and Perceived behaviour control (PBC) affect positively consumer intention to buy colour cosmetics. It also shows that intrinsic or personal religiosity does not affect customer intention to purchase cosmetic products while extrinsic religiosity is negatively correlated to the intention to use these products. Besides, the study demonstrates how different types of media influence the respondents’ consumption of these products. For example, as respondents spend more time watching TF1—the first national French channel—where a more natural look is displayed, the intention to buy colour cosmetics decreases by 41.6%. Concerning the socio‐demographic factors, the study shows that older women mainly with high income are more likely to consider colour cosmetics consumption. The implications of the study are highlighted in the paper.

show abstract

“…They also viewed TV advertisements as time savers during shopping. The informative factors such as price, quality and suggested use of items advertised improve the educational value of an advertisement and make the consumers aware of prevailing prices (Kotwal et al, 2008). …”

Section: Literature Reviewmentioning

confidence: 99%

Impact of Television Commercials on Purchasing Behaviour of Masses

2016

IJSR

View full text Add to dashboard Cite

In present day world, television has already become an integral part of life of masses. It is indeed a true fact that various media spread awareness but television advertisements plays a significant role in buying behaviour of people. Advertisement telecasted on television, has ability to combine the visual and audio communications and has capability to affect its target audiences. Thus, this makes advertisements an important medium to make people aware of any product. In light of this the present study was undertaken to measure the impact of television commercials on purchasing behaviour of viewers. A questionnaire was prepared to meet out the objective. The responses by the consumers of the questionnaire were complied into tables. For examining variables, percentage analysis was used. The outcome of the research revealed that adults have strong belief that television commercial has considerably influenced their buying behaviours. Finally some finding, limitations, conclusions and suggestion has been written in this paper.

show abstract

Impact of T.V Advertisements on Buying Pattern of Adolescent Girls

Cited by 18 publications

References 4 publications

Consumers’ Message Orientation in Television Advertising and Branding: a Study on Indian Consumers

Consumers’ Message Orientation in Television Advertising and Branding: a Study on Indian Consumers

Colour cosmetics consumption among Moroccan women: Examining the nexus of attitudes, religion and the media

Impact of Television Commercials on Purchasing Behaviour of Masses

Contact Info

Product

Resources

About