Paper Titles in Periodical
International Letters of Social and Humanistic Sciences
Volume 49

Subscribe

Subscribe to our Newsletter and get informed about new publication regulary and special discounts for subscribers!

ILSHS > Volume 49 > Impact of Comic Factor in TV Ads on Buying...
< Back to Volume

Impact of Comic Factor in TV Ads on Buying Behavior of University Students

Full Text PDF

Abstract:

This study was carried out to find out the impacts of comic factor in TV advertisement on buying behavior of college and university students. Questionnaire was designed and used to gauge the effects of comedy in advertisements. Sample size was 120 and it was comprised of university business students (Preston University Islamabad, International Islamic University Islamabad and Qauid-e-Azam University Islamabad). Data Analysis provided coefficient of determination R square value as 0.576. With significant Alpha figure of all variables, F value was 26.907 at 0.01 level. Outcomes revealed that comedy in TV advertisement convinces the consumer’s attention, interest, desire and action (AIDA) to buy the product. Objective of the study was achieved as it was found out that comic factor in TV ads affect the attention, interest, desire and action and hence buying behavior of students. Results also revealed that buying behavior of students due to comic factor in TV ads is gender free.

Info:

Periodical:
International Letters of Social and Humanistic Sciences (Volume 49)
Pages:
12-20
DOI:
https://doi.org/10.18052/www.scipress.com/ILSHS.49.12
Citation:
Q. Farooq et al., "Impact of Comic Factor in TV Ads on Buying Behavior of University Students", International Letters of Social and Humanistic Sciences, Vol. 49, pp. 12-20, 2015
Online since:
Mar 2015
Authors:
Qamar Farooq, Nouman Shafique, Muhammad Mahboob Khurshid, Naveed Ahmad
Keywords:
Comic Factor, Consumer Buying Behavior, TV Ads
Export:
RIS, BibTeX, Text
Distribution:
Open Access

Creative Commons License
This work is licensed under a
Creative Commons Attribution 4.0 International License

References:

Bashir, A., Malik, Najma I., (2009), Effects of Advertisement on Consumer Behavior of University Students, Proceedings 2nd CBRC, Lahore, Pakistan.

Clow, K.E. & Baack, D. (2002), Integrated Advertising, Promotion and Marketing Communications, Prentic Hall, New Jersey.

Colley, R. (1961), Defining Advertising Goals for Measured Advertising Results, Association of National Advertisers, New York.

David, J. (2001), Effects of Television Advertising on Child's Purchase Behavior, National Institute of Psychology, Quaid-Azam University, Islamabad.

Jakstien, S., Susnien, D., Narbutas, V. (2008), The Psychological Impact of Advertising on the Customer Behavior, Communications of the IBIMA, Vol 3.

Lavidge, R. C., & Steiner, G. A. (1961), A Model of Predictive Measurement of Advertising Effectiveness, Journal of Marketing, 59-62.

Leckeny, J. D. (1976), Conceptual Foundations for Copytesting Research, Advertising Working Papers no. 2, Unknown Publishers, USA.

Miles, M.B. & Huberman, M.A. (1994), Quantitative Data Analysis, Second Edition.

Olsson, V., Lasson, A. (2005). Humor in Advertising: Luleå tekniska universitet.

Shaheen, N. (2010) Purchasing Behaviour: Journal of Managerial Scineces (Vol II).

Russell, J. T., & Lane, W. R. (1996), Advertising Procedure, 13th Ed., Prentice Hall Inc. USA.

Strong, Jr. E.K. (1925), Theories of Selling, Journal of Applied Psychology, vol 9, issue 1, pp.75-86.

Tellis, G. J. (1987). Advertising exposure, loyalty, and brand purchase: a two-stage model of choice.

Tellis, G. J. (2004). Effective advertising understanding when, how and why advertising works. California: Sage Publishers.

Wells, W., Burnett, J., & Moriarty, S. (1995). Advertising principles and practice (3rd ed. ). USA: Prentice Hall.

Wells, W., Burnett, J., & Moriarty, S. (2000). Advertising principles and practice (5th ed. ). USA: Prentice Hall.

Wilkie, W. L. (1994). Consumer behavior (3rd ed. ). USA: John Wiley & Sons, Inc.

Wilmshurst, J. (1985). The fundamentals of advertising. Singapore: Butterworth Heinemann.

Wilmshurst, J. (1995). The fundamentals of advertising (2nd ed. ). Singapore: Butterworth Heinemann.

Wright, S. J., Warner, S. D., & Winter, L. W. (1971). Advertising (3rd ed. ). New York: McGraw-Hill.

Zhang, Y., Zhinkhan, M.G. (1991). Humor in Television Advertisement: Advances in Consumer Research. Houston. Pp. 813-818. ( Received 10 February 2015; accepted 19 February 2015 ).

Show More Hide