Influence of television advertisement to audiences on fashion: a case study of Urban Town Central Uganda Kampala District
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Date
2014-06
Authors
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Publisher
Kampala International University.College of Humanities and social science
Abstract
The study assessed the influence of television advertising to the audience on fashion.
The objectives of the study include; establishing the management techniques used by
television advertisers to influence the audience; to assess the outcomes of television
advertising; find out possible solutions to the negative outcomes of television
advertising among others. The research employed descriptive research approach where
simple random sampling technique was used to get the sample size which was used to
that the problem at hand described in-depth which required collecting information
through questionnaire, interviews and a total sample size of 29 informants was
interviewed. This size was more preferable due to time limit, the resources available to
carryout the research and it was also used to ensure accuracy in data collection and
data was analyzed quantitatively and qualitatively inform of: graphs, tables, charts
depending on the convenience and requirements of that data collected, and conclusion
were drawn. The major findings of the study was that up to 78% of the respondents
continue to be negatively influenced by television advertising such as wastage of
resources, among others. Responsible stakeholders such as the government and
concerned authorities have done completely little to curb down these problems caused
by television advertising. In conclusion therefore, there is need for the government and
concerned authorities to join hands to support and improve on the advertising process.
Description
Research report submitted to the College of Humanities and Social Sciences in partial fulfilment of the requirement for the award of the degree of bachelor of Mass Communication of Kampala International University
Keywords
Television, Advertisement, Audiences, Uganda