dc.contributor.author | Chuthamas, Chittithaworn | |
dc.contributor.author | Md. Aminul, Islam | |
dc.contributor.author | Orachot, Thooksoon | |
dc.date.accessioned | 2011-04-09T08:05:49Z | |
dc.date.available | 2011-04-09T08:05:49Z | |
dc.date.issued | 2010-11-12 | |
dc.identifier.uri | http://dspace.unimap.edu.my/123456789/11543 | |
dc.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. | en_US |
dc.description.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. | en_US |
dc.language.iso | en | en_US |
dc.publisher | Universiti Malaysia Perlis (UniMAP) | en_US |
dc.relation.ispartofseries | Proceedings of the International Conference on the Roles of the Humanities and Social Sciences in Engineering 2010 (ICoHSE 2010) | en_US |
dc.subject | International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) | en_US |
dc.subject | Advertising | en_US |
dc.subject | Belief dimensions | en_US |
dc.subject | Television advertisement | en_US |
dc.subject | Attitude | en_US |
dc.subject | Thailand | en_US |
dc.title | A study of viewers’ attitude towards TV advertising in Thailand | en_US |
dc.type | Working Paper | en_US |
dc.publisher.department | Centre for Communication Skills and Entrepreneurship | en_US |