IJSTR

International Journal of Scientific & Technology Research

Home Contact Us
ARCHIVES
ISSN 2277-8616











 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

IJSTR >> Volume 2- Issue 7, July 2013 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



A Comparison Of Effectiveness Of Service Advertising On TV Between Fijian And Chinese Consumers: A Case Of Macdonald's

[Full Text]

 

AUTHOR(S)

Navneel Shalendra Prasad, Asa Romeo Asa

 

KEYWORDS

Index Terms: TV advertisements, Service Advertising, Effectiveness, MacDonald’s, Fiji, China, Consumers

 

ABSTRACT

Abstract: In this paper we study the elements of a service advertisement that actually persuades a consumer to buy a meal at MacDonald's. This research has been done from the consumers point of view as to what they consider persuasive in a particular MacDonald's a TV advertisement. The research questioned consumers of Fiji and China mainly university students and job holders. Understanding what consumers are attracted to in TV advertisements will enable marketers to create in a similar manner and have the greatest reach.

 

REFERENCES

[1] Anand, V.V. and Panchanatham, N. “Effectiveness of TV advertisement with Reference to Consumer Products” (Indianmba.com) [EB/OL], 2011

[2] Wind, Y. and Denny, J. Multivariate Analysis of Variance in Research on the effectiveness of TV Commercials [J]. Journal of Marketing Research, 1974, 11(2): 136-142

[3] Raj, S. D., Interian, Y. and Zigmond D. Evaluating TV ad Campaigns using Set-Top box data, Google (research.google.com) [EB/OL]

[4] Shachar, R. and Anand, B. N. The Effectiveness and Targetting of Television Advertising [J]. Journal of Economics & Management Strategy, 1998, 7(3): 363-396

[5] Chao, J. Evaluation of advertising effectiveness Using Agent-Based Modeling and Simulation [P]. UK Workshop of SIG on Multi Agent systems, 1999

[6] Corkindale, D. A Manager’s Guide to Measuring the Effects of Advertising [J]. Marketing Intelligence and Planning, 1983, 1(2): 3-30

[7] Mortimer, K. Services Advertising: the agency viewpoint [J]. Journal of Services Marketing, 2001, 15(2): 131-146

[8] Hill, D. J. and Gandhi N. Services Advertising: A Framework towards its effectiveness [J]. The Journal of Services Marketing, 1992, 6(4): 63-76

[9] Valero, M. P. Advertising to Chinese children [EB/OL]. Young Consumers: Insight and Ideas for Responsible Marketers, 2009, 10(2): 170 – 174

[10] Liu, C. Is advertising becoming a child’s play in China? [EB/OL] Young Consumers: Insight and Ideas for Responsible Marketers, 2007:8(2).

[11] Sayavera, P. Los ‘Pequen˜os Emperadores’: Revista Electro´ nica’ [EB/OL]. Kindsein.com, 2006, Vol. 4,available at: www.kindsein.com/es/4/50/169/

[12] Harker, D. Achieving acceptable advertising; an analysis of advertising regulation in five countries [J]. International Marketing Review, 1998, 15(2): 101-118

[13] Syrett, M. and Lammiman, J. Advertising and millennials [EB/OL]. World Advertising Research Center, 2004, 5(4): 62-73

[14] Lvovich, S. Advertising and obesity; the research evidence [EB/OL]. Young Consumers: Insight and Ideas for Responsible Marketers, 2003, 4(2): 35 – 40

[15] O’Donohoe, S. Advertising uses and gratifications [J]. European Journal of Marketing, 1994, 28(8/9): 52-75

[16] Degraffenreid, S. Beyond advertising: why people are the new media [J]. Handbook of Business Strategy, 2006, 7(1): 81 – 85

[17] Kim, P. Does Advertising Work: A Review of the Evidence? [J]. The Journal of Consumer Marketing, 1992, 9(4): 5-21

[18] Rogers, S. C. How to create Advertising that works? [J]. Journal of Business and Industrial Marketing [J], 1995, 10(2): 20-33

[19] Lockwood T. C. Measuring the selling effectiveness of different advertising appropriations [J]. European Journal of Marketing, 1968, 2(1): 4 – 12

[20] Hu, Y., Lodish, L. M. and Kreiger, A. M. An Analysis of Real world TV advertising Tests: A 15-Year Update [J]. Journal of Advertising Research, 2007, 47(3): 341-353.

[21] Wind, Y. and Denny, J. Multivariate Analysis of Variance in Research on the effectiveness of TV Commercials [J]. Journal of Marketing Research, 1974, 11(2): 136-142

[22] Mortimer, K. Services Advertising: the agency viewpoint [J]. Journal of Services Marketing, 2001, 15(2): 131-146

[23] Jobber, D. Television Advertising: A consumer viewpoint [J]. European Journal of Marketing, 1974, 8(2): 158-167

[24] Lloyd, D. W. and Clancy, K. J. Television Program Involvement and Understanding Response: Some Unsettling implications for copy research [J]. Journal of Consumer Marketing, 1991, 8(4): 61-74.

[25] Raslow, S., Laskey, H. A. and Nicholls, J. A. F. The Enigma of Cooperative Advertising [J]. Journal of Business & Industrial Marketing, 1993, 8(2): 70-79.

[26] Tai, H. C. S. The relationship of cultural values and message strategies in Service Advertising [J]. Marketing Intelligence and Planning, 2004, 22(4): 438-454.

[27] Wang, C., Zhang, P., Choi R. and D’Eredita M. Understanding Consumer attitude towards advertising [P]. 8th Americas Conference on Information Systems, 2002, p. 1143-1148

[28] Gabriel, H., Kottasz R. and Bennett, R. Advertising planning, ad-agency use of advertising models and the academic practioner divide [J]. Marketing Intelligence & Planning, 2006, 24(5): 505-527


[29] Tellis, G. J., Chandy, R. K., Maclnnis, D. and Thaivanich, P. Modeling the microefffects of television Advertising: which ad works, when, where, for how long and why? [J]. Prize Practice Reports-Marketing Science, 2005, 24(3): 351-366

[30] Farelly, M. C., Hussin, A. and Bauer, U. E. Effectiveness and cost effectiveness of television, radio and print advertisements in promoting the New York smokers’ quit-line [J]. Tobacco Control, 2007, 16(1): i21-i23

[31] Hall, B. F. A new Approach to Measuring Advertising Effectiveness” Howard, Merell Partners [EB/OL], 2001, Article 1502a

[32] Gao, Z. and Zhang, H. A comparative study of Chinese and US consumers’ attitudes toward advertising regulation [J]. Asia Pacific Journal of Marketing and Logistics, 2011, 23(1): 72-90

[33] Harker, D. Achieving acceptable advertising: An Analysis of Advertising Regulation in five countries [J]. International Marketing Review, 1998, 15(2): 101-118

[34] Diamantopoulos, A., O’Donohea,S. and Lane, J. Advertising by Accountants: An empirical study [J]. Managerial Auditing Journal, 1989, 4(1): 3-10