The Effect of Tv Advertisement on Consumer-Product Choice: The Case of Advertisements Broadcasted through Ebs Tv
| dc.contributor.advisor | G/Medhin, Mulugeta (PhD) | |
| dc.contributor.author | Negatu, Nebyu | |
| dc.date.accessioned | 2022-02-28T06:09:44Z | |
| dc.date.accessioned | 2023-11-04T14:12:26Z | |
| dc.date.available | 2022-02-28T06:09:44Z | |
| dc.date.available | 2023-11-04T14:12:26Z | |
| dc.date.issued | 2021-07 | |
| dc.description.abstract | The research paper studied the effect of TV Advertising on Consumer product choice in the case of advertisements broadcasted through EBS TV. Advertisement is a major marketing tool that is designed to influence the decision-making process of consumers by affecting their mindset. Even though the advertised product will influence consumers not all mediums have the same degree of influence, from all television is the most effective media platform that combines visual and sound effects and wildly accessible by consumers. To influence the decision process of consumers advertisers, use different elements in the advertisement that are broadcasted on EBS and understanding the effects this element has on consumers’ product choice decision is the main target of this paper. The variables that are used to investigate the effect TV advertisement have on product choice are a positive association, attention-grabbing, trustworthiness, and brand recall. For the study, descriptive research designs are used by collecting data using quantitative research method where the questionnaire is used to collect data from a sample size of 384 respondents who watch EBS TV in Addis Ababa. The collected data are analyzed using correlation and standard multiple regressions by applying the Pearson correlation method to develop the relationship and the significance that exists between dependent and independent variables. The finding shows that there is a positive relationship between TV advertisements and customer’s product choices, from the regression results attention-grabbing advertisements have a high effect on customer’s product choices and the Trustworthiness of advertisements is found to be not statically significant to affect the dependent variable. From the finding, as a recommendation to positively affect consumers’ product choice, TV advertisements that are broadcasted through EBS must be visually appealing to grab the attention of consumers by associating positive messages and should have a recall effect on consumers. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/30364 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Consumer product | en_US |
| dc.subject | marketing tool | en_US |
| dc.subject | positive association | en_US |
| dc.title | The Effect of Tv Advertisement on Consumer-Product Choice: The Case of Advertisements Broadcasted through Ebs Tv | en_US |
| dc.type | Thesis | en_US |