Impact of Television Commercials on the Perception of Indian Viewers: An Empirical Study (Conference presentation)
Mahajan, R./ Sandhu, N./ Sharma, S.
Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Mahajan, R. | en |
| dc.contributor.author | Sandhu, N. | en |
| dc.contributor.author | Sharma, S. | en |
| dc.date.accessioned | 2016-05-27T15:36:56Z | - |
| dc.date.available | 2016-05-27T15:36:56Z | - |
| dc.identifier.citation | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece | - |
| dc.identifier.uri | http://195.251.240.227/jspui/handle/123456789/1208 | - |
| dc.description | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 | - |
| dc.format.extent | 459Kb | - |
| dc.relation.ispartof | International Conference on Contemporary Marketing Issues (ICCMI) | - |
| dc.rights | Default License | - |
| dc.rights | Το τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία | - |
| dc.rights | This item is probably protected by Copyright Legislation | - |
| dc.source.uri | http://195.251.240.227/jspui/handle/123456789/1176 | - |
| dc.source.uri | http://www.mba.teithe.gr/wp-content/uploads/courses/ICCMI2012CONFERENCEPROCEEDINGS.pdf | - |
| dc.subject | Perception | en |
| dc.subject | Television Commercials | en |
| dc.subject | Ethics | en |
| dc.subject | Αντίληψη | el |
| dc.subject | Τηλεοπτικές διαφημίσεις | el |
| dc.subject | Ηθικές | el |
| dc.title | Impact of Television Commercials on the Perception of Indian Viewers: An Empirical Study | en |
| heal.type | conferenceItem | - |
| heal.type.en | Conference presentation | en |
| heal.dateAvailable | 2016-05-27T15:37:56Z | - |
| heal.access | free | - |
| heal.recordProvider | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων | el |
| heal.publicationDate | 2012-06 | - |
| heal.bibliographicCitation | Mahajan, 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. 181-186 | en |
| heal.abstract | Available 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.publisher | Bucks New University | en |
| heal.publisher | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing | en |
| heal.fullTextAvailability | true | - |
| heal.conferenceName | International Conference on Contemporary Marketing Issues (ICCMI) | en |
| heal.conferenceItemType | full paper | - |
| heal.type.el | Δημοσίευση σε συνέδριο | el |
| Appears in Collections: | ICCMI (2012) | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Mahajan_Sandhu_Sharma_Impact_of_Television_Commercials_on.pdf | 459.76 kB | Adobe PDF | View/Open |
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