Rekabentuk Mesej dan Keberkesanan Pengiklanan TV

• Main Author: Haslida, Ismail
• Format: Thesis
• Language: English; English
• Published: 2004
• Subjects: HF5801-6182 Advertising
• Online Access: http://etd.uum.edu.my/1195/1/HASLIDA_BT._ISMAIL.pdf; http://etd.uum.edu.my/1195/2/1.HASLIDA_BT._ISMAIL.pdf; http://etd.uum.edu.my/1195/

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.