IDENTIFYING FACTORS AFFECTING CREATING POSITIVE IN AUDIENCES' ATTITUDE TOWARDS TELEVISION ADVERTISING FROM ALBORZ AZAD UNIVERSITY STUDENTS' POINT OF VIEW

Abstract

Due to the increasing development of business, advertising that is considered as one of its basic tools, has grown in importance. Meanwhile, factors that affect creating positive attitude towards advertising are important concepts which have attracted much attention. It is also an important issue for companies that their advertisements have effective and influential components. Positive attitude towards advertisement refers to overall feelings and assessment of people about advertisement .Television is
considered as a mass media with larger audience comparing other advertisement media due to its unique characteristics in sending video messages to the farthest corners of the world; and it is of great importance because it has all the three influential components including sound, image and movement. Therefore, the present study aims to investigate and identify the factors affecting creating a positive attitude of audiences towards television advertising .In this study, "positive attitude towards
advertisement" is dependent variable and affecting factors as independent variables include "explaining standards ", "announcing superior marks ","religious factors in advertisement", " transparency of advertisement" , "trust building in advertisement" ,"foregrounding advertisement "and" non-irritant advertisement" . This research is a descriptive case study and the data is collected through a questionnaire by the researcher. And the results of this study emphasize the need for effective and influential factors in managing positive attitude of the audience towards television advertising. The present study's outcome leads to introducing a new model for measuring audiences' positive attitude towards advertisement of the national media of television.
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