THE IMPACT OF THE PROGRAM LIKING AND THE COMMERCIAL’S POSITION IN RELATION TO THE PROGRAM ON THE EVALUATION OF TELEVISION COMMERCIALS BY CHILDREN
Journal Title: European Journal of Business and Social Sciences - Year 2014, Vol 3, Issue 1
Abstract
It is to better understand the circumstances in which the media context impacts on the evaluation of advertisements interrupting it that we tested the interaction between "Advertisement’s Position in Relation to the Program", " Program Liking" and" Attitude towards the advertisement". After conducting an experiment on a target sample of children aged 10 to 12, this article was able to show that the evaluation of the media context has a negative effect on young viewers’ attitudes toward the advertising placed within this context. However, this effect fluctuates according to the position of the advertising relative to the television program. The contributions of this research are both theoretical and practical.
Authors and Affiliations
Fatma Besbes Khouaja,| PhD in Marketing Permanent lecturer at the Higher Institute of Management of Tunis fatbesbes@yahoo.fr, Neji Bouslama| Professor in Marketing Faculty of Economic Sciences and Management of Tunis neji.bouslama@yahoo.fr
Keywords
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- EP ID EP10378
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