The Advertisement Practice and Audience Reaction towards it: The case of Oromia Television.
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Date
2013-06
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Addis Ababa University
Abstract
The main aim of the study was to examine the advertisement practices of Oromia
Television and audience reaction with the theoretical foundation of encoding and
decoding and situational ethical theory. The study of the research employed descriptive
design involving both quantitative and qualitative approaches.
Data were qualitatively collected through in-depth interview and questionnaire with open
and close ended questions. Besides, purposive sampling method was employed to select
the respondents of the study. The data obtained from conducted interview were analyzed
qualitatively. In the study, the data which were gathered through document review
basically ethical guideline and sample of broadcast ads, were presented in the forms of
descriptive and the responses of the audience were presented in the form of the tables and
chart with frequency and percentage. Finally, this data were analyzed quantitatively.
Through the help of above methods the research answered four basic research questions.
The findings of the study revealed that OTV advertisement manual which has produced
by OTV and which were not given more attention to the problem (Marketing concept and
professionalism) of advertisement ethics. The procedures more of followed by
conducting advertisement focused on revenue generation. And the findings of the study
also revealed that most of ads have the problem of imitation from local and foreign
language, this leads the advertisement practices of OTV to standardization, similarly the
practices are not understandable, the advertisement message is not adequate and some
advertisement messages have no logical link with the product or products being
communicated and advertisements transmitted on OTV are unreliable, exaggerated and
deceptive information.
Based on these indications the study concludes that there are problems of ethics in OTV
advertisement which have been resulted from many factors. OTV advertisement practices
have negative influence on purchasing decisions of the audiences. Finally, great attention
should be given for improvement of the advertisement practices of OTV.
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Audience Reaction towards