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C/MD/138. Dissertation. What is the role and effectiveness of television advertising in the digital age?”

WORDS:
12150
DATE:
2011
PRICE:
129.99 GBP

This dissertation focuses on the perception and attitude of viewers towards television (TV) advertising in the digital age. The dissertation starts by introducing the topic, and the motivation for the report. The study aims to examine perception and attitude of viewers towards TV advertising in the digital age, explore sources of information customers use to support their buying decision other than TV advertisements, investigate the impact of TV advertising on product preference consumption, and to discover what should be implemented and improved to influence viewers and customers to engage with TV advertising. The review of literature focuses on topics like the characteristics of TV adverts, the definition of TV, and the future of TV advertising. Data is collected through use of focus group interviews, questionnaires, and secondary data analysis. All of the research collected is analyzed, and the paper concludes with recommendations for the future.

 

KEYWORDS: Dissertation, television, television advertising, digital age, buying decision!,

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