A study of viewers’ attitude towards TV advertising in Thailand

Abstract

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.