Document Details

Document Type : Article In Journal 
Document Title :
The Effects of Consumer Demographic Characteristics on The Effectiveness of TV International Commercials Directed to the Consumers in Saudi Arabia: An Applied Study on the Consumers in the Western Province of Saudi Arabia
أثر صفات المستهلك الديموغرافية على كفاءة الإعلانات التلفزيونية الدولية الموجهة إلى المستهلك في المملكة العربية السعودية :دراسة تطبيقية على المستهلكين في المنطقة الغربية من المملكة العربية السعودية
 
Subject : Business Administration 
Document Language : Arabic 
Abstract : This research attempts to (1) test the effectiveness of TV international commercials directed to the consumers in Saudi Arabia in achieving the basic objectives of an advertising Campaign, (2) study the effects of the consumer demographic characteristics on this effectiveness. Effectiveness was measured along five variables: aided and unaided recall, comprehension, involvement , believability, and tendency to buy. Data collection was through showing a sample of international TV commercials to a sample of Saudi and non- Saudi consumers living in Jeddah, Madinah, and Taif. A specially designed questionnaire was administered in order to measure the effectiveness of these commercials along the above five variables. The results were tested for statistical significance using the non-parametric tests of Chi-square and Kruskal- wallis. The results suggest that: 1- The effectiveness of the international TV commercials in achieving the general objectives of an advertisement among Saudi consumers is low. 2- There are statistically significant relationships between the effectiveness of these commercials and the following demographic characteristics: age. education, profession, place of residence, place of birth, sex, and nationality. 3- There are no statistically significant relationships among effectiveness and two variables: age and living abroad in a Western country for at least a year. 4- The effectiveness of these advertisements among Saudi consumers is higher than among non-Saudis living in the cities covered by this research. 
ISSN : 1319-0997 
Journal Name : Economics and Administration Journal 
Volume : 13 
Issue Number : 1 
Publishing Year : 1420 AH
1999 AD 
Article Type : Article 
Added Date : Sunday, October 11, 2009 

Researchers

Researcher Name (Arabic)Researcher Name (English)Researcher TypeDr GradeEmail
منير حسن علي السيد MUNIR H. A. AL-SAYEDResearcher  

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