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TV advertising and viewers’ attitude: an Indian perspective

Singh, Gurmeet and Gautam, H. (2007) TV advertising and viewers’ attitude: an Indian perspective. The Asia Pacific Economic Journal, 5 (1). pp. 35-48. ISSN 1881-6398

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Television has created more of a global mall than a global village; while viewers still retain their indigenous cultures, including differences in religion and national customs, they are starting to speak the same universal language of marketing, build around the same brand names. It will not be exaggeration that advertisement has become synonym for TV advertising. In the present ear of information technology the success of TV advertising depends upon the attitude of the consumer towards TV. Using a constructed questionnaire and convenience random sampling, this paper reports the results of a survey conducted over citizens in India to assess the present status of consumer attitude towards TV advertising. The study supports the hypothesis that the consumer is having positive attitude towards TV advertising.

Item Type: Journal Article
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business and Economics (FBE) > School of Management and Public Administration
Depositing User: Ms Mereoni Camailakeba
Date Deposited: 20 Oct 2007 00:09
Last Modified: 20 Jul 2012 04:07

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