dc.contributor.author | Trang, Giang Vu Huyen | |
dc.date.accessioned | 2015-08-05T03:07:09Z | |
dc.date.accessioned | 2018-06-19T06:14:48Z | |
dc.date.available | 2015-08-05T03:07:09Z | |
dc.date.available | 2018-06-19T06:14:48Z | |
dc.date.issued | 2014 | |
dc.identifier.uri | http://10.8.20.7:8080/xmlui/handle/123456789/1434 | |
dc.description.abstract | Advertising is the communication relayed from companies to persuade an audience to
purchase their products. This communication is usually through various forms of paid media -
TV and radio commercials, print ads, billboards and more recently, product placement. TVC is
believed that it is the effective communication tool to reach the largest and most relevant
audience (Ahamed).
Catching the perception of customers, many firms have launched several TV
Commercials that applied new creative images or thoughtful short stories in its TVCs. Attached
those appeal in the advertisement is very challenging work for advertisers and consumers have
raised great attention and opinion towards the issue. Therefore, understanding the impact of TVC
on consumer’s attitude is the interesting topic for different industries.
This paper is to study the impact TVC on consumer’s attitude and to discover the
customer’s opinion towards Coca Cola brand. The Tri-component attitude model which includes
cognitive, affective and conative component is applied to support the research. The perfect
selection in quantitative method with Descriptive approach helps to raise the reliability through
surveys. From the results, some applicable recommendations would give Coca Cola as well as
other FMCG firms’ experience.
Although the limitation does exist, the author hopes that the research is useful to
enhance the advertisement’s quality in Vietnam market. | en_US |
dc.description.sponsorship | Ph.D. Ho Nhut Quang | en_US |
dc.language.iso | en_US | en_US |
dc.publisher | International University HCMC, Vietnam | en_US |
dc.relation.ispartofseries | ;022001592 | |
dc.subject | Advertising | en_US |
dc.title | Market research about the impact of TV advertising on consumers attitude towards coca cola brand | en_US |
dc.type | Thesis | en_US |