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...

Full description

Saved in:

Bibliographic Details
Main Author:	Yee, Han How
Format:	Thesis
Language:	English English
Published:	1999
Subjects:	Consumers - Attitudes Advertising - Malaysia
Online Access:	http://psasir.upm.edu.my/id/eprint/77862/1/t%20GSM%201999%201%20%281900118345%29.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-upm-ir.77862
record_format	uketd_dc
spelling	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
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English English
advisor	Abdullah, Iskandar
topic	Consumers - Attitudes Advertising - Malaysia
spellingShingle	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
_version_	1747813262412480512

Consumers' attitudes toward TV advertising in Malaysia : a descriptive study

Similar Items