Marketing Management
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Browsing Marketing Management by Subject "advertising"
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Item Customers’ Attitude towards Advertising: The Case of Commercial Bank of Ethiopia(Addis Ababa University, 2015-05) Getachew, Daniel; Denu, Berhanu (PhD)Researches on customers’ attitude show that there is an ambivalence regarding the existence of positive or negative attitude towards advertisement. This study explores the relationship between the general attitude towards advertising and the attitude towards advertising in specific media: television, radio, and print. The researcher selected participants of the study were selected from grade four city branches of Commercial Bank of Ethiopia. The data were collected through personal administration which resulted 185 valid responses. The present research investigates relationship between the personal belief dimensions, ‘product information’, ‘Falsity/credibility’, ‘hedonic/pleasure’ and specific attitude towards advertisings. It also tried to examine the relationship between the macro belief dimensions ‘Good for economy’, ‘Social image’, materialism and general attitude towards advertising. The researcher has also assessed the relationship between falsity/credibility and purchasing decision. Findings of the study show that macro level belief dimensions like ‘good for the economy ‘and ’social image’ are related positively to AG and ‘materialism’ is negatively related to AG. The three personal belief factors of ‘product information’, hedonic/pleasure, and falsity/credibility were found to be positively related to specific attitude towards TV, print and radio advertising. Credibility of media was also found to have a positive relationship with purchase decision.TV, Print, and radio ads of the bank were found to be informative, credible and hedonic respectively. Given this findings, it is recommended that the bank should exert its effort to make its TV and radio ads credible. Ads messages should be designed and executed to take advantage of the unique advantages rendered by each mediaItem The Effect of Advertising appeal and Repetition on Customers Purchase Intention in the Case of Anchor Milk in Addis Ababa(Addis Ababa University, 2018-11-20) Aklog, Dagmawit; Andualem, Getie (PhD)The purpose of this study was to examine the effect of advertising appeal and repetition on customers purchase intention of Anchor milk. The researcher focused on television advertising. Population was users of Anchor milk and who watched Anchor milk advertisement in the area of Addis Ababa. The study adopted an explanatory (Causal) research design. To select sample population both convenience and purposive sampling method were employed. The data were collected through structured questionnaire which resulted in 176 valid responses. Data analysis was done using descriptive analysis, correlation, regression and one-way ANOVA using SPSS version 20.Results indicated that emotional appeals and rational appeal have positive and significant effect on purchase intention. Emotional appeal has more significant effect on purchase intention than rational appeal. Contrary, repetition has negative and significant effect on purchase intention. The result shows select suitable advertising appeal and fixing optimal number of exposure need critical decision. This suggests that companies should give great consideration to advertising appeal and advertising repetition.Item The Effect Of Alcoholic Beverage Advertising On Youngster’s Attitude Towards Drinking(Addis Ababa University, 2018-05-13) Teshome, Daniel; Workneh, Mesfin (PhD)The objective of this research was to studying the effect of televised alcoholic beverage advertising and youngster’s attitude towards drinking. A questionnaire, including five-point scale items, was designed based on previous research and distributed to three hundred eighty four (174 males and 210 females) youngsters in the range of 17-26 years of age and who lives in Addis Ababa. The participants were selected using stratified random sampling method. The findings of this study revealed that watching TV alcohol advertisements is related with alcohol use. Gender of the adolescents was also related with alcohol use. Male participants, compared to females, scored high on Entertaining Presentation, informative and credibility scale items; hence they were more likely to use alcohol as compared to their female counterparts. The result also revealed that Entertaining Presentation of alcoholic beverage ads, informative of teenagers with characters of TV alcoholic beverage ads and Credibility of alcoholic beverage message derive youngsters attitude towards drinking. Moreover, Entertaining Presentation of alcoholic beverage TV ads, informative of alcoholic beverage ads to youngsters about alcohol use were found to be significant predictors of attitude towards drinking. In addition, the result from qualitative data also showed that TV alcohol commercials encouraged youngsters to use alcohol by showing, music, dance, humor and youthful lifestyle on TV alcohol ads. Moreover, youngsters perceived drinking alcohol use as healthy lifestyle due to the fact those advertisers sent only positive outcomes of alcohol. Based on the findings of the study it has been recommended that there should be counter-advertising or Brewery-Sponsored counter-advertising which teach youngsters about the hazard of alcohol drinking and abuse. Besides this study strongly suggest that the media houses and the broadcast agency should reduce youngster’s exposure of alcoholic ads by setting strict time-slots which alcoholic beverages advertisements are being aired on television. And Policy makers must prohibit alcoholic beverage televised ads, from being air during sporting events and programs that are popular among youngsters