Loke Mun Sin 09aab01944 Advertising

8/6/2019 Loke Mun Sin 09aab01944 Advertising

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Lecturer : Dr Teh Chee Seng

Tutor : Ms Eng May Chuen

Student : Loke Mun Sin 09AAB01944


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1.0 ABSTRACT

2.0 INTRODUCTION

2.1 Background

2.2 Statement of the Problem

2.3 Purpose of the Study2.4 Significance of Study

2.5 Scope of Research

2.6 Limitation of Research

3.0 RESEARCH QUESTIONS

4.0 LITERATURE REVIEW

5.0 METHODOLOGY

6.0 BIBLIOGRAPHY

7.0 APPENDICES


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y The study of the influence of mobile phoneadvertisements in magazine towards the purchasingbehavior of teenager

y Research from the related literature has shown thatrelevant aspects of advertisement

y Teenager will behave in few kinds of response


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2.1 Background

y High rate of mobile user

y Affected by mobile phone advertisements in magazine-> purchasing behavior

y Poor or incorrect consume behavior will not produce asmart and rational choices


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2.2 Statement of the Problem

y High rate of mobile phone users in teenager that need

to be concerned -> exposure of advertising and theirpurchasing behavior


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2.3 Purpose of the Study

y To determine the exact elements appear in

advertisements of mobile phone magazine that willaffect the purchasing behavior of teenagers

y To analyse the reaction of teenagers purchasing

behavior against the influence of advertisements onmobile phone magazine


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2.4 Significance of Study

y High awareness -> any impact of media may bring a

person to an excellent result in purchasing rationally


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2.5 Scope of Research

y between 13 to 17 years old

y Private Tuition Centre + Secondary School

y No limited in gender, ethnicity, religion andnationality

y Respondents and researcher are unknown with eachother -> maintain the relationship between thesurveyor and target group


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2.5 Scope of Research (cont)

y Magazine advertisements about mobile phone

y Conceptualize influence - The status of being able todictate the actions or behaviors of an object or person

within the limits that one can exercise control of them

(Bigpedia, 2006)


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2.6 Limitation of Research

y Limited in time


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y How advertisements in mobile phone magazineexactly influence the purchasing behavior of

teenagers?

y What behavior of teenagers will react when affected byadvertisements on mobile phone magazine?


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y Mobile phones -> essential extension of todaysteenager (Oelofse, C., De Jager, A., Ford, M., 2006)

y The rise in mobile phone usage and decline insmoking prevalence among teenagers in UnitedKingdom (Steggles, N.; Jarvis, M. J., 2003)

y Placement of ads (Stanley, J.B., 2004, p.151)


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y Recognizing the power of graphics (Stanley, J.B., 2004, p.153)

y Cognitive dissonance - a state that an individual

reaches once he has an imbalance between cognitions(Festinger, L., 1957, as cited in Knowledgerush, n.d.)

y Selective exposure people expose themselves to only

those messages consistent with their preexistingattitudes and beliefs (Stanley, J.B., 2004, p.425)

y CRM.swf


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y Five different types of sources

y Textbook - Introduction to Mass Communication Third Edition

y Magazine Initial, Mobile Navi & Ering

y Online Journal - The Digital Profile of a Teenage Cell PhoneLearner, Portable Document Format (PDF)

y Online Article BMJ website

y Website Bigpedia.com


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y First draft of questionnaire - designed and distributedto 3 critical respondents

y Quantitative

y

Demographic question, General question, Filterquestion, Specific question and Likert scale question

y Design to test any reliable and accuracy theories


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y

Target group - between 13 to 17 years old

y Private Tuition Centre

y Questionnaire distributing to 100 respondents

y Randomly choose + Face to face interview

y

Ask permission Tutor


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y Time - within 10 ~ 20 minutes

y Second distribution - those students that have not take

the questionnaire yet

y Tactical strategies


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Bigpedia (2006). Influence. Retrieved 2 March, 2010, fromhttp://www.bigpedia.com/dictionary/Influence

BMJ (n.d.). Decline in teenage smoking with rise in mobile phone ownership:hypothesis. RetrievedFebruary 12, 2010, from http://www.bmj.com/cgi/content/full/321/7269/1155?ijkey=04268ce6c922aa289dc891df09e54db72f7ed625&keytype2=tf_ipsecsha

Knowledgerush, (n.d.) Cognitive dissonance. Retrieved February 28, 2010, fromhttp://www.knowledgerush.com/kr/encyclopedia/Cognitive_dissonance/

Steggles , N., Jarvis, M.J. (2003). Tobacco control. Do mobile phones replace cigarette smoking amongteenagers?Retrieved 23 February, 2010, from

http://tobaccocontrol.bmj.com/content/12/3/339.2.full

Oelofse, C., De Jager, A.; Ford, M. (2006). The digital profile of a teenage cell phone learner. RetrievedFebruary 12, 2010, from http://www2.uiah.fi/~tleinone/mobiled/christa_mlearn2006.pdf

Stanley, J.B. (2004). Introduction to mass communication: Media literacy and culture (3rd ed.). New York:McGraw-Hill Collage.


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y As show just now


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