Rekabentuk Mesej dan Keberkesanan Pengiklanan TV

In general, the objective of this study is to examine the perception of consumer, specifically, UUM lecturers’ in characteristics of advertisement message and media towards the effectiveness of TV advertising. The specific objectives of this study are to identify, whether strategy of meaningful mess...

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Main Author:	Haslida, Ismail
Format:	Thesis
Language:	eng eng
Published:	2004
Subjects:	HF5801-6182 Advertising
Online Access:	https://etd.uum.edu.my/1195/1/HASLIDA_BT._ISMAIL.pdf https://etd.uum.edu.my/1195/2/1.HASLIDA_BT._ISMAIL.pdf
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id	my-uum-etd.1195
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
topic	HF5801-6182 Advertising
spellingShingle	HF5801-6182 Advertising Haslida, Ismail Rekabentuk Mesej dan Keberkesanan Pengiklanan TV
description	In general, the objective of this study is to examine the perception of consumer, specifically, UUM lecturers’ in characteristics of advertisement message and media towards the effectiveness of TV advertising. The specific objectives of this study are to identify, whether strategy of meaningful message, believable message, and distinctive message; frequency of media and media attractiveness influence the effectiveness of TV advertising. The independent variables measured are; demographic factors, meaningful of message, believable of message, distinctiveness of message, frequency and attractiveness of advertisement. Meanwhile, the dependent variables in this study are the effectiveness of TV advertising, comprises of two (2) elements that are advertisement objectives and intention to purchase. The reliability of the actual study exceeds 0.80 for all variables. The total number of the population is 866 lectures and 250 of the respondents are selected randomly as sample. 135 of the respondents returned back the questionnaire that is consisting 54% response rate. The regression of result shows that meaningful message, distinctive message and the attractiveness of advertisement are contributing of 2.1 % (R2=0.021), 7.9% (R2=0.079) and 50.6% (R2=0.506), to the variance in advertisement effectiveness, respectively. Consequentially, the objective of this study is mostly achieved i.e. three (3) of the objectives are identified as influencing the effectiveness of TV advertising.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Haslida, Ismail
author_facet	Haslida, Ismail
author_sort	Haslida, Ismail
title	Rekabentuk Mesej dan Keberkesanan Pengiklanan TV
title_short	Rekabentuk Mesej dan Keberkesanan Pengiklanan TV
title_full	Rekabentuk Mesej dan Keberkesanan Pengiklanan TV
title_fullStr	Rekabentuk Mesej dan Keberkesanan Pengiklanan TV
title_full_unstemmed	Rekabentuk Mesej dan Keberkesanan Pengiklanan TV
title_sort	rekabentuk mesej dan keberkesanan pengiklanan tv
granting_institution	Universiti Utara Malaysia
granting_department	Faculty of Business Management
publishDate	2004
url	https://etd.uum.edu.my/1195/1/HASLIDA_BT._ISMAIL.pdf https://etd.uum.edu.my/1195/2/1.HASLIDA_BT._ISMAIL.pdf
_version_	1747827092838416384
spelling	my-uum-etd.11952013-07-24T12:10:52Z Rekabentuk Mesej dan Keberkesanan Pengiklanan TV 2004 Haslida, Ismail Faculty of Business Management Faculty of Business Management HF5801-6182 Advertising In general, the objective of this study is to examine the perception of consumer, specifically, UUM lecturers’ in characteristics of advertisement message and media towards the effectiveness of TV advertising. The specific objectives of this study are to identify, whether strategy of meaningful message, believable message, and distinctive message; frequency of media and media attractiveness influence the effectiveness of TV advertising. The independent variables measured are; demographic factors, meaningful of message, believable of message, distinctiveness of message, frequency and attractiveness of advertisement. Meanwhile, the dependent variables in this study are the effectiveness of TV advertising, comprises of two (2) elements that are advertisement objectives and intention to purchase. The reliability of the actual study exceeds 0.80 for all variables. The total number of the population is 866 lectures and 250 of the respondents are selected randomly as sample. 135 of the respondents returned back the questionnaire that is consisting 54% response rate. The regression of result shows that meaningful message, distinctive message and the attractiveness of advertisement are contributing of 2.1 % (R2=0.021), 7.9% (R2=0.079) and 50.6% (R2=0.506), to the variance in advertisement effectiveness, respectively. 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Rekabentuk Mesej dan Keberkesanan Pengiklanan TV

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