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| Title: | 甘比亞消費者中人口統計因素對廣告效果之影響
The Impact of Demographic Factors on Advertising among Gambian Consumers |
| Authors: | 沙帝保
Sadibou Jammeh |
| Contributors: | 李嘉林
Lee,chia lin
沙帝保
Sadibou Jammeh |
| Keywords: | 消費者
人口統計
廣告效果 |
| Date: | 2009 |
| Issue Date: | 2010-12-08 01:59:20 (UTC+8) |
| Abstract: | 甘比亞消費者中人口統計因素對廣告效果之影響
A study on the impact of demographic factors on adverting among Gambian consumers is very crucial in the development of the overall advertising industry in The Gambia. Although no previous studies have been dedicated to this area, this research reveals the importance of significant differences in gender, age and education among Gambian consumers. The focus of this study was therefore to conduct an empirical research on differences in demographic factors among Gambian consumers in their response to different advertising appeals and choice of media.
The findings of this study will serve as a reference for companies and advertising agencies to design better advertising campaigns for their target audience by providing adequate knowledge on the behaviour of the Gambian consumer. According to the differences in response to different advertising appeals and media choices, Gambian consumers should not just be bundled, rather conscious effort must be made to reach out to consumers on different media, programmes, and at different times who should also be targeted based on difference in gender, age and level of education.
This research will also serve policy makers as well as the nation’s only TV station to set quality standards for the advertising industry in The Gambia. The absence of a comprehensive policy on advertising gives much weight to this study in understanding what constitutes an effective, desirable and ethically accepted advertising in a conservative society like The Gambia
LIST OF TABLES VIII
CHAPTER ONE 1
1.1 Background 1
1.2 Motivation for Research 2
1.3 Purpose of Research 3
1.4 Research Questions 5
1.5 Research Structure 5
CHAPTER TWO 7
2.1. Brief Information of The Gambia 7
2.2 Background Information of TV Industry 8
2.3 History of TV Advertising in The Gambia 10
2.3.1 TV advertising 10
2.3.2 Advertising Agencies 11
2.4 Analysis of Concepts in Consumer Behaviour 13
2.4.1Motives 13
2.4.2 Need 14
2.4.3 Drive 15
2.4.4 Repetition 16
2.4.5 Perception 16
2.4.6 Hedonism 19
2.4.7 Humour 19
2.5 Advertising 19
2.5.1 TV Advertising 20
2.5.2 Word of Mouth Advertising 22
2.5.3 Comparative vs. Non-Comparative Advertisement 25
2.5.4 Corporate Advertisement 26
2.5.5 Informational Advertisement vs. Persuasive Advertisement 27
2.6 Advertising effectiveness 28
2.7 Hypotheses of the research 31
CHAPTER THREE 33
3.1 Research Structure 33
3.2 Research Philosophy 33
3.3 Research Approach 36
3.4 Research Design 39
3.5 Time Horizon 40
3.6 Sampling (population and sample) 40
CHAPTER FOUR 42
4.1. General Demographic information 42
4.3 Ranking of media choices by respondents 44
4.3 Different lengths of advertising preferred by respondents 45
4.4 Factors respondents consider important in purchase decision 46
4.5 Appeals in Advertising and their importance to respondents 47
4.6 Discussion of Hypotheses 48
4.7 Strategic Conclusions and implications of findings 74
CHAPTER FIVE 78
Conclusions and Recommendations 78
5.1 Conclusions 78
5.2 Recommendations 80
5.3 Limitations and Future Research 80
REFERENCES 82 |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
97933055
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0979330551 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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