A study of viewers’ attitude towards TV advertising in Thailand
The 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia.
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Universiti Malaysia Perlis (UniMAP)
2011
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my.unimap-115432011-04-09T08:05:49Z A study of viewers’ attitude towards TV advertising in Thailand Chuthamas, Chittithaworn Md. Aminul, Islam Orachot, Thooksoon International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) Advertising Belief dimensions Television advertisement Attitude Thailand The 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia. The aim of this study is to examine the relationships Belief Dimensions and attitude of viewers towards TV advertising. Earlier research was mainly explored in the west with some finding were positive and some being negative on certain aspects of viewers perception. Whilst this study is exploratory in nature in understanding the relationship between Belief Dimensions and attitude of viewers towards TV advertising. Generally the Thai TV viewers tend to have a more negative attitude towards TV advertising. Three Belief dimension were found to be significant towards TV advertising and theses are informational benefits, negative contents and offensive. Three were not significant and these are availability, advertising format and non-informative. The result shows a number of implications for the management of business organization in particular the advertising agencies. They need to address the issue of peoples’ perception being negative towards TV adverting; secondly combine the demographic characteristics and belief dimensions to maximize advertising’s reach and effectiveness. By understanding the viewer profile advertising agencies may be able to do a better media planning and focus on creativity and presentation. 2011-04-09T08:05:49Z 2011-04-09T08:05:49Z 2010-11-12 Working Paper http://hdl.handle.net/123456789/11543 en Proceedings of the International Conference on the Roles of the Humanities and Social Sciences in Engineering 2010 (ICoHSE 2010) Universiti Malaysia Perlis (UniMAP) Centre for Communication Skills and Entrepreneurship |
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Malaysia |
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Universiti Malaysia Perlis |
| content_source |
UniMAP Library Digital Repository |
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http://dspace.unimap.edu.my/ |
| language |
English |
| topic |
International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) Advertising Belief dimensions Television advertisement Attitude Thailand |
| spellingShingle |
International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) Advertising Belief dimensions Television advertisement Attitude Thailand Chuthamas, Chittithaworn Md. Aminul, Islam Orachot, Thooksoon A study of viewers’ attitude towards TV advertising in Thailand |
| description |
The 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia. |
| format |
Working Paper |
| author |
Chuthamas, Chittithaworn Md. Aminul, Islam Orachot, Thooksoon |
| author_facet |
Chuthamas, Chittithaworn Md. Aminul, Islam Orachot, Thooksoon |
| author_sort |
Chuthamas, Chittithaworn |
| title |
A study of viewers’ attitude towards TV advertising in Thailand |
| title_short |
A study of viewers’ attitude towards TV advertising in Thailand |
| title_full |
A study of viewers’ attitude towards TV advertising in Thailand |
| title_fullStr |
A study of viewers’ attitude towards TV advertising in Thailand |
| title_full_unstemmed |
A study of viewers’ attitude towards TV advertising in Thailand |
| title_sort |
study of viewers’ attitude towards tv advertising in thailand |
| publisher |
Universiti Malaysia Perlis (UniMAP) |
| publishDate |
2011 |
| url |
http://dspace.unimap.edu.my/xmlui/handle/123456789/11543 |
| _version_ |
1643790194640420864 |
| score |
13.222552 |