Research Proposal On Advertising

Research Proposal On Advertising-63
In this paper, we have attempted to combine different sets of variables from these previous studies to test and analyse how they impact consumer’s buying intention.Entertainment Entertainment has been one of the primary criteria for creating an advertisement.

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Advertising is a way of communication to encourage an audience for making purchase decision about a product or service and conveying information to viewers.

It is considered as a vital and essential element for the economic growth of the marketers and businesses (Ryans, 1996).

Companies are so focused in social media and mobile advertisements that they may take over Television advertisement very soon.

In Bangladesh, the trend of Digital Marketing is just on the bloom.

The use of advertisements has significantly increased in the 20 Century as industrialization expanded the supply of manufactured products.

However, not many businesses practiced advertising at the time.

Consumers buying behaviour has always been given so much importance and space in the literature study of impact of advertising regarding its effectiveness (Ajzen, 2002).

Most of the time consumers buying behaviour depends on liking or disliking of consumer towards the advertisement of the product advertised (Smith et al., 2006).

Former studies suggest that entertainment in advertising generates customer satisfaction (Chang, 2006). For instance, Duncan and Nelson (1985) conducted a research on how entertainment in advertisement affects consumers.

They analysed 157 responses towards advertising and found that entertaining advertisements can influence consumers.


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