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Register a new userTelevision advertising and its impact on consumer behavior A field study on a sample of the International University for Science and Technology students
الإعلانات التلفزيونية و أثرها في سلوك المستهلك دراسة ميدانية على عينة من طلاب الجامعة الدولية الخاصة للعلوم و التكنولوجيا
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Added by
Tishreen University ورقة بحثية
Publication date
2015
fields
Sociology
and research's language is
العربية
Created by
Shamra Editor
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تهدف هذه الدراسة إلى معرفة مدى تأثير الإعلانات التلفزيونية على السلوك الشرائي للشباب الجامعي، و إلى رصد مدى اهتمامهم في متابعة الإعلانات و بالتالي مدى تأثرهم بها، إضافة إلى نوعية تلك الإعلانات و مدى تصديقهم لها، و معرفة هل قرار الشراء مرتبط بمتابعة الإعلان أم لا؟ فالإعلانات التلفزيونية تعد واحدة من أهم فروع الإعلان في الوقت الحاضر. دفع التطور التقني في وسائل التصوير و الإضاءة والاتصالات باتجاه تطور شكل و أسلوب إنتاج الإعلان التليفزيوني، من حيث تصنيفه، و طريقة تنفيذه، و مؤثراته البصرية و السمعية, و الذي أصبح له تأثيره النفسي الفعال على المتلقي، و بالتالي تأثير ذلك على قراره الشرائي، لقد أصبح الاعتماد على الدعاية و الإعلان لتسويق البضائع و الخدمات و حتى الأفكار أمراً لا يمكن الاستغناء عنه .
This study aimed to determine the effect of advertising on the purchasing behavior of the university youth and to monitor the extent of their interest in follow-up ads and the extent of its influence in addition to the quality of those ads and how they believe it s and to know whether their purchase decision is related to the ads seeing or not? television advertisements is one of the most important ways of advertising in the present time, with the technological development in photography ,lighting, and communications; a combined development occurred with the format and style of the production of TV advertising, concerning its classification, method of implementation, the effects used visually and acoustically . it now has its effective psychological impact on the receiver in different countries via satellites. Depending on advertising for marketing of goods, services, and even ideas is irreplaceable nowadays.
References used
الفار، محمد جمال، المعجم الإعلامي، الطبعة الأولى، أسامة للنشر، عمان، 2006 ، ص 164, 33
النور دفع الله، أحمد، الإعلان الأسس و المبادئ، دار الكتاب الجامعي، الانارات العربية، العين، 2005 . ص 168.
معلا، ناجي، الأصول العلمية للترويج التجاري و الإعلان، الطبعة الأولى، عمان، 1993 ، ص 342
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Most colleges of architecture in the Arab countries use the closed studio system where students of one level work separately with their instructor in one studio. Also known is the open studio where a
number of design levels share the same space. Stu
dents in such a studio benefit socially and academically where they can share and exchange information and ideas. With all its benefits, this type
of studio is not well known in the Arab countries. The International University for Science and Technology was moved to Damascus as a result of the current affairs, and the Architecture Department is now using the conference room of the Information Building in the Eastern Park.
A number of studios use this space at the same time; thus, the Department was forced to utilize the open studio system. This was an opportunity to evaluate this experience especially after a full year of
utilization. A questionnaire which was answered by 64 students and 4 faculty members shows that the subjects questioned believe that the open studio allowed more social interaction among students, better
social relationships with faculty, more academic cooperation among students, and better chances to benefit from faculty. A large majority of subjects asked wished that the official campus of the University would accommodate similar arrangement.
Based on this study, it was clear that social and human relations among students got better, and professional interaction increased. Therefore, the study recommends that programs of architecture
would adopt the idea of open studio at least in one studio during any student’s education. It also recommends the development of a studio culture document which guides the relationship among students themselves and among students and faculty. A main objective of such a statement would be to put into practice the concept of team work and professional cooperation.
The importance of consumer lies in the role that he/she is playing in the companies'
and institutions' activities which offer their products and services for him/her. The
successful marketing strategies depend on the deep understanding of the dimen
sions of
consumers' purchasing behavior by marketers. This requires a study of this behavior to
know the most effective factors which vary between social, civilization-related, and
cultural factors, as well as age, and referential group.
For that we intended to prepare this research which aims to clarify important role of
different factors in the consumers' behavior and their relation to the purchasing decision,
This research has been applied on a sample of consumers in the academic level. A set of
conclusions and recommendations has been reached: The importance of watching changes
in individual's behavior patterns, the necessity to divide the market according to
civilization-related changes and concentrating on utilities which offered by the product
concerning quality, price and scientific planning of advertising.
With the great development of communication and information technology, and the net spread extensively all over the world. Works’ organizations went towards electronic work environment, and we notice that Syria is trying to keep up with this developm
ent and entering electronic work environment by using works’ organizations this environment in spreading their works and products, and of spreading elements which has been used by these organizations was the online advertising.
But the effect of this advertising differs by differing of culture of each country and consumers who see this advertising, for what the cultural factors have of great effect on the consumer’s behaviour generally. So this research aims to study the effect of these cultural factors on the consumer’s behaviour towards online advertising and his acceptance the modern technology buy survey study to a group of consumers in the Syrian coast in which they distributed 209 questionnaires. One of the most important results which has been achieved is that the online advertising doesn't agree with value and habits which consumer have, also consumers prefer watching online advertising with the language which they speak with.
This research consists of two parts. The first part depends on the
previous researches and literature dealing with the subject research "comparative advertising". This research aims through the first part to analysis 'comparative advertising' phenom
enon, advertisers use "comparative advertising" to persuade consumer to buy the brand through information and facts. This research Through field study aims to measure effect of comparative advertising form(one way advertisement VS. two way advertisement) on consumer attitude toward advertising and consumer attitude toward brand and consumer intention to purchase the brand .
Through field study the research shows that there is a significant
effect of two way comparative advertising on consumer attitude
toward advertising and consumer attitude toward brand and
consumer intention to purchase the brand, but there is no significant effect of one way comparative advertising on consumer attitude toward advertising and consumer attitude toward brand and consumer intention to purchase the brand.
this research aims to detect the correlation between shyness ,and the five major personality
factors among a sample of fourth –year students from the University of Al Furat where the
number of members of the research sample were (150) students from
the colleges of
education in Al Hassakah, Der Eizor and ALRaqa , and tries identify the degree of
shyness and identify the differences due to sex in all of shyness and the five major
personality factors. The researcher used in his research two scales: the first is shyness scale
by Hussein Dorrainy B.T(1999). The second is the five major personality factors by costa
and Mc Crae(1992) ,and after testing the hypotheses was reached following results:
1- Students of the college of education have high shyness.
2- There is a positive correlation statistically significant at the 0.05 level between shyness
and Neuroticism.
3- There is a negative correlation statistically significant at the 0.05 level between shyness
and(Extraversion, Openness, Agreeableness, and Conscientiousness).
4- There are no differences due to sex in all of shyness and the five major personality
factors(Neuroticism, Extraversion, Openness, Agreeableness, and Conscientiousness).
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