Impact of Television Commercials on the Perception of Indian Viewers: An Empirical Study (Conference presentation)

Mahajan, R./ Sandhu, N./ Sharma, S.


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dc.contributor.authorMahajan, R.en
dc.contributor.authorSandhu, N.en
dc.contributor.authorSharma, S.en
dc.date.accessioned2016-05-27T15:36:56Z-
dc.date.available2016-05-27T15:36:56Z-
dc.identifier.citationInternational Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece-
dc.identifier.urihttp://195.251.240.227/jspui/handle/123456789/1208-
dc.descriptionΆρθρο Συνεδρίου--ΑΤΕΙΘ, 2012-
dc.format.extent459Kb-
dc.relation.ispartofInternational Conference on Contemporary Marketing Issues (ICCMI)-
dc.rightsDefault License-
dc.rightsΤο τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία-
dc.rightsThis item is probably protected by Copyright Legislation-
dc.source.urihttp://195.251.240.227/jspui/handle/123456789/1176-
dc.source.urihttp://www.mba.teithe.gr/wp-content/uploads/courses/ICCMI2012CONFERENCEPROCEEDINGS.pdf-
dc.subjectPerceptionen
dc.subjectTelevision Commercialsen
dc.subjectEthicsen
dc.subjectΑντίληψηel
dc.subjectΤηλεοπτικές διαφημίσειςel
dc.subjectΗθικέςel
dc.titleImpact of Television Commercials on the Perception of Indian Viewers: An Empirical Studyen
heal.typeconferenceItem-
heal.type.enConference presentationen
heal.dateAvailable2016-05-27T15:37:56Z-
heal.accessfree-
heal.recordProviderΣχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεωνel
heal.publicationDate2012-06-
heal.bibliographicCitationMahajan, R., Sandhu, N., Sharma, S., 2012, 'Impact of Television Commercials on the Perception of Indian Viewers: An Empirical Study', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 181-186en
heal.abstractAvailable literature establishes that most television commercials contain little direct information. The current monopoly of corporate houses in the choice of advertising content and pleas used has lead to many negative effects on the perception of viewers. This study attempts to analyse the impact of propagation of unethical values in television commercials on the perception of Indian viewers. Data for the study was conveniently collected from two hundred and fifty respondents from three major north Indian cities. The reliability of data was established using Cronbach’s coefficient Alpha. The data reduction technique of factor analysis was used for the introspection of data. Analysis revealed that commercials while generating awareness also proliferate an undesired value system among the viewers. Commercials increase materialism, consumerism and wasteful buying leading to decreased savings. Ways and means to make advertising socially responsible and enhance its acceptance among audience are suggested.en
heal.publisherBucks New Universityen
heal.publisherAlexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketingen
heal.fullTextAvailabilitytrue-
heal.conferenceNameInternational Conference on Contemporary Marketing Issues (ICCMI)en
heal.conferenceItemTypefull paper-
heal.type.elΔημοσίευση σε συνέδριοel
Appears in Collections:ICCMI (2012)

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