Browsing by Author "Hailemariam, Tatek"
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Item The Impact of TV Advertisements on Ethiopian Consumers: The Case of Addis Ababa(Addis Ababa University, 2018-06) Hailemariam, Tatek; Chakrabarti, Debashis(Professor)This study examined the impact of TV Advertisements in Addis Ababa Consumers with the theoretical frame work of hierarchy of effects. The goal of the study has been to identify how Addis Ababa consumers rely on TV Advertisements and how does that influence their buying habits. In addition to this, the study has also attempted to find out how TV Advertisements creating perception and awareness on Addis Ababa consumers. 309 consumers in Addis Ababa have been selected from all sub cities and 6 professionals were selected purposively. However, these numbers of the respondents is few to represent Addis Ababa Television Advertisement viewers, due to the constraints of time and money the researcher limited the number of respondents to this figure. In this study the researcher used both qualitative and quantitative approaches, with the help of questionnaire, in-depth interview, document review and observation. In order to analyze the responses of the items in the questionnaires descriptive analysis using frequency and percentage were employed. Besides, the responses of the in-depth interviews which were obtained from 5 media and advertising professionals and one individual business man were tape - recorded and analyzed. The result of the study reveals that TV Advertisement influences Addis Ababa consumers buying behavior and it encourages them to buy a product or service. Based on the findings of the study conclusions were drawn and recommendations were forward to Addis Ababa consumers, TV Advertisers, producers and TV Stations.