Submissions/THE INFLUENCE OF TELEVISION ADVERTISEMENT ON THE YOUTH PURCHASING BEHAVIOUR

dadjeii.gh —#dadjTHE INFLUENCE OF TELEVISION ADVERTISEMENT ON THE YOUTH PURCHASING BEHAVIOUR

This is an Open submission for Wikimania 2017 that has not yet been reviewed by a member of the Programme Committee.

Submission no. disqualified

Yes

Title of the submission: THE INFLUENCE OF TELEVISION ADVERTISEMENT ON THE YOUTH PURCHASING BEHAVIOUR

Type of submission (lecture, panel, tutorial/workshop, roundtable discussion, lightning talk, poster, birds of a feather discussion): lecture

Author of the submission: Daniel Adjei

type of submission: any combination thereof

Language of presentation: English

E-mail address: dadjeii.gh@gmail.com

Username: dadjeii.gh

Country of origin: Ghana - West Africa

Affiliation, if any (organisation, company etc.)

Personal homepage or blog: https://independent.academia.edu/DanielAdjei3

Abstract (up to 300 words to describe your proposal)

THE INFLUENCE OF TELEVISION ADVERTISEMENT ON THE YOUTH PURCHASING BEHAVIOUR By : Eunice Akorfa Adiko and Daniel Adjei Abstract The study seeks out the effects of advertising on youths purchasing behaviour considering the consumption of alcohol in Ghana. Using a sample of 50 respondents of BlueCrest College where most of the students are youths, the study found out that television advertising does influence the youth and pushes them to take a purchase decision. It also came to light that the more they watch the advert, the higher the drive to consume the product. Television advertising in conclusion, is a source of income of the firm. Firms therefore strategize and know when and where they should advertise. Youths on the other hand, need to be well informed about products and its effects in the adverts for such communications to be considered complete Introduction Advertising plays an imperative role in our society in which almost every person irrespective of age, sex, occupation, status, and religion are concerned, and this has a strong impact on the attitudes and behaviors of people. Among all forms of advertising, Television (TV) advertisement is considered the most powerful and influential because of its strong combination of visuals, sound, music and action. TV commercial messages are specially designed to target the masses which appeal their needs, emotions, desires etc. and prompt them to take action by buying the advertised product or using the particular TV service. Advertising today seems to be everywhere and ever present exerting a far reaching influence on the daily lives of people (Kotwal, 2008). Television Advertising in recent days is a booming business and many media organizations and communication industries survive only on the inflow of money from advertising. It is because of this that corporate houses use all possible tactics to get our attention first and money ultimately. Sometimes, these attempts involve illegal, dirty or underhand tricks, making untrue claims (Burns, 2005) and reliance on false information (Drumwright and Murphy, 2009).

What will attendees take away from this session?

Product Advertising Product advertising deals with the non - personal selling of particular goods or services. It is the type that comes to average person’s mind when he or she thinks about advertisement.

Institutional Advertising Institutional advertising, in contrast, is concerned with promoting a concept, an idea, a philosophy, or the goodwill of an industry, organization, person, geographic location, or government agency. It is a broader terms that corporate advertising, which is typically limited to non-product advertising sponsored by profit-seeking firms. Advertising can be subdivided into three categories, depending on the primary objective of the message. These are informative, persuasive and reminder:

Informative advertisement This is a promotion that seeks to develop initial demand for good, service, organization, person, place idea, or cause. It tends to characterize the promotion of any new market entry because the objective often is simply to announce its availability. Informative advertising is used in the introductory stage of the product life cycle. Persuasive advertising Persuasive advertising attempts to develop demand for a good, service, organization, person, place idea or course. It is a competitive type of promotion used in the growth stage and early in the maturity stage of the product life cycle. Reminder Advertising Reminder advertising strives to reinforce previous promotional activity by keeping the name of the good, service, organization, person, place, idea or course before the public. It is used in latter part of the maturity stage as well as throughout the decline stage of the product life cycle. Advertising Effects Miranda Morley, (2015) in an article, purported that advert has both positive and negative effect on society

Theme of presentation: INFLUENCE_OF_TELEVISION_ADVERTISEMENT_ON_THE_YOUTH_PURCHASING

Education and Business Management

For workshops and discussions, what level is the intended audience? intermediate

Length of session (if other than 25 minutes, specify how long): 25 minutes

Will you attend Wikimania if your submission is not accepted?: Yes

Slides or further information (optional)

Special requests

Interested attendees

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