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Impact of comic factor in TV ads on buying behavior of university students
[Zeitschriftenartikel]
Abstract This study was carried out to find out the impacts of comic factor in TV advertisement on buying behavior of college and university students. Questionnaire was designed and used to gauge the effects of comedy in advertisements. Sample size was 120 and it was comprised of university business students... mehr
This study was carried out to find out the impacts of comic factor in TV advertisement on buying behavior of college and university students. Questionnaire was designed and used to gauge the effects of comedy in advertisements. Sample size was 120 and it was comprised of university business students (Preston University Islamabad, International Islamic University Islamabad and Qauid-e-Azam University Islamabad). Data Analysis provided coefficient of determination R square value as 0.576. With significant Alpha figure of all variables, F value was 26.907 at 0.01 level. Outcomes revealed that comedy in TV advertisement convinces the consumer’s attention, interest, desire and action (AIDA) to buy the product. Objective of the study was achieved as it was found out that comic factor in TV ads affect the attention, interest, desire and action and hence buying behavior of students. Results also revealed that buying behavior of students due to comic factor in TV ads is gender free.... weniger
Thesaurusschlagwörter
Humor; Werbung; Fernsehen; Einfluss; Kaufverhalten; Student; Pakistan
Klassifikation
Wirkungsforschung, Rezipientenforschung
Werbung, Public Relations, Öffentlichkeitsarbeit
Rundfunk, Telekommunikation
Wirtschaftssoziologie
Sprache Dokument
Englisch
Publikationsjahr
2015
Seitenangabe
S. 12-20
Zeitschriftentitel
International Letters of Social and Humanistic Sciences (2015) 49
DOI
https://doi.org/10.18052/www.scipress.com/ILSHS.49.12
ISSN
2300-2697
Status
Veröffentlichungsversion; begutachtet (peer reviewed)