Impact of TV Advertisement on the ¡°Response Process¡± of the Private Service Holders of Bangladesh

Md. Anamul Hoque (), Kamal Ahmed Sk () and Mahmudul Hasan Fouji ()

Business and Economic Research, 2013, vol. 3, issue 1, 427-441

Abstract: Advertisements have emerged as the greatest influence on consumers. In a competitive market, advertising can play a significant role in distinguishing a product from competition. This study attempts to find out the impact of television advertisements on a sample of private service holders of Bangladesh. The study is based on both primary and secondary data. Data collected from the survey were analyzed using the Likert scale. The results revealed that consumers accepted more product-related information of TV ads than the emotion-related ones. In addition, Male respondents are more likely to consider TV ads as fun and excitement than female respondents do. The study also found that respondents consider that TV ads provide important insights about life, which can be an encouraging outcome for the marketers. However, driving demands for unnecessary products is considered as the most harmful impact of TV ads. Finally, based on findings a model is developed and proposed.

Keywords: Advertisement; Consumer behaviour; Response process. (search for similar items in EconPapers)
Date: 2013
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