GAUGING THE CURIOSITY OF TELEVISION VIEWERS - A COMPARATIVE STUDY ON COMIC VERSUS SERIOUS APPEALS WHEN PROMOTING HIGHER OR LOWER THOUGHT PRODUCTS

Syed Karamatullah Hussainy () and Dr.Rukshar Ahmed ()
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Syed Karamatullah Hussainy: PhD.Business Administration Student at Preston University, Karachi Dean, Faculty of Management Sciences Khadim Ali Shah Bukhari Institute of Technology (KASBIT)
Dr.Rukshar Ahmed: Professor& Dean, Post Doctorate in Management & Law, HEC Approved Supervisor, HEC Approved Resource Person, PhD from University of Karachi

IBT Journal of Business Studies (JBS), 2016, vol. 12, issue 1, 79-94

Abstract: Purpose The article attempts to explore the impact of advertising on gaining attention of television audience.MethodologySimple random sampling technique was used for drawing multiple groups having twentyfive respondents, and they were exposed to multiple ads having comic and serious contents.The data was collected through questionnaire.Logistic regression method is applied through using ttest and chisquare for analysis.FindingsThe study has identified many interesting dimensions including the diversity of advertising themes, gender and age differences.Comic and serious appeals are studied to identify their impact on television audience when used for higher thought and lower thought products.Practical ImplicationsThe research has revealed many interesting facts that would help the advertisers develop a better theme for their television audience when attempting to gain the attention for promoting their higher thought or lower thought products.The research has given an opportunity to the researchers exploring the reaction of television audience in a simulated environment and has provided the researcher ample evidence to recommend advertisers, the various themes for different categories of products.It also would open new windows of research for researchers interested in conducting research on communicating through use of television ads with audience.

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Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:12:y:2016:i:1:p:79-94

DOI: 10.46745/ilma.ibtjbs.2016.121.7

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