THE EFFECTIVENESS OF TELEVISION ADVERTISING TOWARDS CREATING AWARENESS AND SALES IN FAST FOOD INDUSTRY

 

By

 

SERINA HII YIIK SAN

 

ABSTRACT

 

Basically, the main purpose of this dissertation is to determine the effectiveness of television advertising towards creating awareness and sales in the fast food industry. In addition to this, among the effectiveness of television advertising differs according to age group is also studied. Among all the alternatives, the lavidge and Steiner model is being used as the theoretical model. It is the most suitable model that illustrates the consumers’ response toward television advertising in the fast food industry. Based on this model, one is said to move from awareness to knowledge, liking, preference, conviction, and action after they are exposed to the television advertisement. Collectively, most of the primary data used in this study is obtained from the questionnaires and observation. After all the relevant statistics test being done, the research has concluded that television advertising is indeed effective in creating awareness among the target audiences, and led them to action.  In findings and analysis, it is found that the effectiveness of television advertising does not differ according to age group. This means McDonald’s should not spend their advertising budget in having different ads for different age group but to design a good one that can be addressed to all its different target segments. Generally, McDonald’s has done well television advertising. However, there are still rooms for improvement. Based on the results, the researcher has suggested McDonald’s to use attractive advertising methods, increase the use of music appeal and having integrated communication plans. Moreover, with the increase usage Internet, Internet advertising will be another effective way of communicating its messages to the target audiences. In short, this dissertation will be useful to the marketers in the fast food industry as it show the degree of effectiveness of television advertising and the consumers’ response towards it.

 

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Bachelor of Arts (Hons) In Marketing

April 2002

Number 8