العلاقة بين محتوى الرسالة الاعلانية التليفزيونية التجارية و سلوک المستهلک

اسعد عبد الحميد, طلعت; فوزي محمد خشبة, ناجي; المهدي الفيتوري ابو خدير, فتحي

doi:10.21608/alat.2016.218160

	العلاقة بين محتوى الرسالة الاعلانية التليفزيونية التجارية و سلوک المستهلک "دراسة ميدانية على عملاء السلع الاستهلاکية بالغرب الليبي"
المجلة المصرية للدراسات التجارية
Article 20, Volume 40, Issue 3, July 2016, Page 651-675 PDF (369.15 K)
Document Type: المقالة الأصلية
DOI: 10.21608/alat.2016.218160
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Authors
طلعت اسعد عبد الحميد; ناجي فوزي محمد خشبة; فتحي المهدي الفيتوري ابو خدير
کلية التجارة - جامعة المنصورة
Abstract
The study aimed to acknowledge the relation between the content of the advertisement message of the commercial Television and the customer's behavior, and how does the demographic factors effect on this relation, and it has been tested over the clients of the consumer goods in the west of Libya during the month of June and July ٢٠١٥, As the study has included a regular random sample reached ٣٨٤ individuals from each gender, and the most important result of the study was an existence of positive relation between the content of the advertisement message of ٢ the commercial Television and the behave of the consumer and the most important methods of advertising are the direct method then the testifying method , and the most important advertising element is the address then the popular people, and that the logic attitude is more important than emotional attitude and there is no effect for the demographic factors except the factor of the type of the gender which had a positive effect and is higher for women than from Men , and that the price is important factor and motivates to buy goods, and the night period and evening is considered the appropriate period for watching television advertisements, and that the sample is concerned to watch them to know what are the new goods.


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العلاقة بين محتوى الرسالة الاعلانية التليفزيونية التجارية و سلوک المستهلک "دراسة ميدانية على عملاء السلع الاستهلاکية بالغرب الليبي"