الاعلان التلفزيوني ودوره في تحفيز السلوك الشرائي للمراة العراقية : دراسة ميدانية == Television Advertising And Its Role In Stimulating The Purchasing Behavior Of Iraqi Women : An Empirical Study
Author name:
هدى عادل طه الغرب
Supervisor name:
ريا قحطان احمد الحمداني
General topic:
Media
Specific topic:
Public Relations
Degree:
Doctorate
University:
University of Baghdad - College Of Media - Department Of Public Relations
Language:
Arabic
University location:
Baghdad
First pages:
15T497 - p.pdf
Abstract:
عنوان هذه الدراسة (الاعلان التلفزيوني ودوره في تحفيز السلوك الشرائي للمراة العراقية : دراسة ميدانية) وهي دراسة مسحية اجريت على عدد من موظفات الوزارات العراقية في مدينة بغداد، على عينة قوامها(729) مبحوثة من مجتمع البحث البالغ (229,565).تهدف هذه الدراسة ال | The title of this study(Television advertising and its role in stimulating the purchasing behavior of Iraqi women : An Empirical Study) It is conducted survey study on the number of employees of Iraqi ministries in the city of Baghdad ,on a sample of (729) Researched, from research populations ( 229,565).This study aims to answer the questions have been formulated in the context of the research problem to identify the role of TV advertisement into whether stimulates the purchasing behavior of the female employee in of Iraqi ministries or not, What are the motivational techniques that stimulate the female employee to purchase, and the extent of the difference between respondents are in terms of demographic their characteristics.This research is located within the descriptive research the researcher used the survey method in the empirical study ,were selected the research sample purposively a manner sample and stratified sample of proportionality, and simple random the sample of employees in each ministry, which has been distributed the questionnaire forms for them ,The questionnaire was adopted as an instrument to collect data from respondents, and the questionnaire was divided into eight axes of each axis addressed aspect of the empirical study, and by the distribution of the sample were presented to a group of experts to see how much validity for the study.The research is divided into four chapters as follows : Chapter I : methodological framework for research, and the second chapter : television advertising and strategic the creative for the message a nuncio convincing, and Chapter III : The Psychology of TV Advertising and stimulate the purchasing behavior of women, Chapter IV : the empirical study (Applied framework of the study).Find out a number of important results : 1. One of the main reasons for Show female employee's Iraqi television advertising is new to learn about goods and services on the market at a rate (26.4%), this means that the Iraqi women you see in the ad the best way to see the latest products and features.2. Search Results showed that women employed prefer to watch television advertisements across the commercial breaks that permeates television programs as it solved a ranked first and the highest rate of (94.6%), this confirms that exposure to declare a non - selective exposure is any chance.3. Explained research the results (perfume advertisements and cosmetics) came ranked first by (86.75%)followed by ranked second (clothes, shoes, bags women) by (86%), this is normal women are inherently looking for products that are an essential part of her beauty and her personality.4. show search results that there is discrepancy in the respondents response to the kinds of temptations your advertising and which give rise and increases the demand for the buying, occupied the paragraph (hygiene) ranked first with the highest rate reached (81%) came paragraph (Fashion) (71%).5. Showed search results by behavioral response model that television to declare motivational role stimulates Iraqi female employee to take its decision purchasing came paragraph the announcement prompts me to buy a commodity provide me time, effort and quality by (90.75%), followed by a paragraph on the release of bullish advertised commodity because it is cheap at (89.75 %), and the announcement motivates me to buy a commodity for another commodity for free (84.50%), this indicates that the advertisements induce Iraqi women to purchase according to the motivational techniques used by advertisers.Most important hypotheses testing of results : - 1 - It has been proved health of the assumption : The creative styles in television advertising role in attracting the attention of the Iraqi female employee.2 - The non - validity of the assumption : that the employment of Art of Seduction in television advertising in him the importance of stimulating the Iraqi women employed on the purchase.3 - Prove the health of the assumption that television advertising leads to stir up desire of the Iraqi women in the purchase.4 - Prove the health of the assumption that television advertising has a role in stimulating the Iraqi women employed on the purchase.
