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
Full text not available from this repository.Abstract
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 |
| URI: | https://repository.usp.ac.fj/id/eprint/305 |
Actions (login required)
 |
View Item |