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

Author

Listed:
  • Md. Anamul Hoque
  • SK Kamal Ahmed
  • Mahmudul Hasan Fouji

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.

Suggested Citation

  • Md. Anamul Hoque & SK Kamal Ahmed & Mahmudul Hasan Fouji, 2013. "Impact of TV Advertisement on the ¡°Response Process¡± of the Private Service Holders of Bangladesh," Business and Economic Research, Macrothink Institute, vol. 3(1), pages 427-441, June.
    • Handle: RePEc:mth:ber888:v:3:y:2013:i:1:p:427-441
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    More about this item

    Keywords

    Advertisement; Consumer behaviour; Response process.;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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