Consumers' attitudes toward TV advertising in Malaysia : a descriptive study
Advertising is an important social phenomenon. It both stimulates consumption and economic activities and models life-styles and a certain value orientation. Consumers are confronted with numerous advertisements in multiple media. Everyone seems to hold an opinion about various aspects of advertisin...
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1999
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my-upm-ir.778622022-01-21T07:36:28Z Consumers' attitudes toward TV advertising in Malaysia : a descriptive study 1999-09 Yee, Han How Advertising is an important social phenomenon. It both stimulates consumption and economic activities and models life-styles and a certain value orientation. Consumers are confronted with numerous advertisements in multiple media. Everyone seems to hold an opinion about various aspects of advertising, ranging from informative and amusement to cynicism and condemnation. This study intends to examine consumers' attitudes toward TV advertising; whether they like or dislike TV advertising. A model adopted from Pollay and Mittal has been modified to assess consumers' attitudes toward TV advertising in Malaysia by looking into personal and societal factors. The findings revealed that in general, Malaysian still hold positive attitudes toward TV advertising. In addition, this study suggested that personal and societal factors are better instrument to differentiate those who like or dislike TV advertising rather that demographic characteristics alone. As a conclusion, even though Malaysian still has favorable attitudes toward TV advertising, precaution should be taken to prevent audience erosion in future. Consumers - Attitudes Advertising - Malaysia 1999-09 Thesis http://psasir.upm.edu.my/id/eprint/77862/ http://psasir.upm.edu.my/id/eprint/77862/1/t%20GSM%201999%201%20%281900118345%29.pdf text en public masters Universiti Putra Malaysia Consumers - Attitudes Advertising - Malaysia Abdullah, Iskandar English |
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Universiti Putra Malaysia |
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PSAS Institutional Repository |
language |
English English |
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Abdullah, Iskandar |
topic |
Consumers - Attitudes Advertising - Malaysia |
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Consumers - Attitudes Advertising - Malaysia Yee, Han How Consumers' attitudes toward TV advertising in Malaysia : a descriptive study |
description |
Advertising is an important social phenomenon. It both stimulates consumption and economic activities and models life-styles and a certain value orientation. Consumers are confronted with numerous advertisements in multiple media. Everyone seems to hold an opinion about various aspects of advertising, ranging from informative and amusement to cynicism and condemnation. This study intends to examine consumers' attitudes toward TV advertising; whether they like or dislike TV advertising. A model adopted from Pollay and Mittal has been modified to assess consumers' attitudes toward TV advertising in Malaysia by looking into personal and societal factors. The findings revealed that in general, Malaysian still hold positive attitudes toward TV advertising. In addition, this study suggested that personal and societal factors are better instrument to differentiate those who like or dislike TV advertising rather that demographic characteristics alone. As a conclusion, even though Malaysian still has favorable attitudes toward TV advertising, precaution should be taken to prevent audience erosion in future. |
format |
Thesis |
qualification_level |
Master's degree |
author |
Yee, Han How |
author_facet |
Yee, Han How |
author_sort |
Yee, Han How |
title |
Consumers' attitudes toward TV advertising in Malaysia : a descriptive study |
title_short |
Consumers' attitudes toward TV advertising in Malaysia : a descriptive study |
title_full |
Consumers' attitudes toward TV advertising in Malaysia : a descriptive study |
title_fullStr |
Consumers' attitudes toward TV advertising in Malaysia : a descriptive study |
title_full_unstemmed |
Consumers' attitudes toward TV advertising in Malaysia : a descriptive study |
title_sort |
consumers' attitudes toward tv advertising in malaysia : a descriptive study |
granting_institution |
Universiti Putra Malaysia |
publishDate |
1999 |
url |
http://psasir.upm.edu.my/id/eprint/77862/1/t%20GSM%201999%201%20%281900118345%29.pdf |
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1747813262412480512 |