Etv Commercials in Light of Public Perception and Principles of Advertising

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Date

2009-07

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Addis Ababa University

Abstract

This research atlempted to e.xamine the quality of ETV commercials ill light of public perception and principles of advertising. To this end, data were collected through video recording of cOlllmercials and questionnaires. That is, 100 viewers alld 40 relevant professionals were selected through cOllvenience and purposive sampling respectively; to fill 0111 questionnaires, containing questions regarding their overall perception all ETV commercials (Ind the commercials' attractiveness, relevance, informativeness alld believability. Besides, 80 advertisements that have been aired during the last six mOlllhs, through ETV, have been video-recorded. Oll! of these 30 have been selected randomly, and were content analyzed agaillst the principles oj advertising. Threejudges have beell involved ill evaluating the contellt oj the commercials and it was Jound thaI the overall public attitude IOwards ETV commercials is 1I0f ollly unfavorable, but Ihey are also perceived by the public as 1101 illforlllative, relevallt, persuasive, attractive and likeable. Besides, cOllteul analyses oj the commercials have revealed that most ETV commercials make silly, exaggerated, Iinbelievable claims, alld they are similar to aile another. Furthermore, too many of ETV commercials do 110t deliver competitive consum er benefit, do not present facts and evidences which support 'heir claims. Illstead, 11IallY commercials present things, which do 1I0t have any lhillg to do with the benefits of the advertised product or service. ThereJore, it was concluded Ihal 1II0St ETJI commercials are 1101 effective ill getting a fa vorable perception Jrom the public. Moreover, most ETV commercials have seriolls quality problems. Alld helice, to ill1prove the quality and public acceptallce of ETV commercials, sticking to theJacts, relating the advertised product to the personal needs oj consumers, involving lIew individuals, alld illtroducing fresh ways of presentation, reducing the number, length and redundancy of cOlllmercials transmitted at a lime alld conductillgflirther comprehensive research ill the area were recommended.

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Keywords

Etv Commercials in Light of Public Perception

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