Abstract:   The article attempts to explore the impact of advertising on gaining the attention of the television audience. A simple random sampling technique was used for drawing multiple groups having twenty-five respondents, and they were exposed to multiple ads having comic and serious content. The data was collected through a questionnaire. The logistic regression method is applied by using t-test and chi-square for analysis. The study has identified many interesting dimensions including the diversity of advertising themes, gender, and age differences. Comic and serious appeals are studied to identify their impact on television audiences when used for higher thought and lower thought products. The research has revealed many interesting facts that would help the advertisers develop a better theme for their television audience when attempting to gain the attention for promoting their higher thought or lower thought products. The research has allowed the researchers to explore the reaction of the television audience in a simulated environment and has provided the researcher ample evidence to recommend advertisers, the various themes for different categories of products. It also would open new windows of research for researchers interested in researching communicating through the use of television ads with the audience.

Keywords:   television audience, logistic regression method, advertising themes

Publisher:   ILMA UNIVERSITY

Published:   11 June 2016

Issue:   Issue 1 : Volume 12

E-ISSN:   2409-6520

P-ISSN:   2414-8393