prefix: doi.org/10.52283/1.ajbmr |
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THE SIGNIFICANCE OF NEWS CHANNELS’ ADVERTISEMENT INVENTORY TOWARDS TELECOM BRAND RECALL FROM CONSUMERS’ PERSPECTIVE
â–ºOwais Hussain Azhar and Jawaid Ahmed Qureshi
10.52283/NSWRCA.AJBMR.20150504A05
ABSTRACT
TV channels advertisement is an important tool of media marketing communication. News channels are one of the largest media in Pakistan to provide opportunities to telecom industry for building their brands. This study investigates the relationship between news channels advertisement inventories/properties and telecom brand recall. There are many factors of news channel advertisement that influence on telecom advertisement recall. This study also examines the four key inventories of news channels that are loose spots placement, fixed spots, news clock sponsorship and program branding. It adopts quantitative method of research and primary data is collected through closed-ended and structured questionnaire from consumers. The findings reveal the telecom consumers’ perspective regarding news channel inventories and validate the developed argument: the news channels inventories have an important role to build the telecom brand recall and especially loose spots, fixed spots, program branding, and news clock sponsorship have a very positive and significant role.
Keywords: News Channels’ Advertisement Inventory, Brand Recall, Consumer Perspective ______________Pages:44-53 :: Download-View
