Do Advertising Tools Create Awareness, Provide Information, and Enhance Knowledge? An Exploratory Study
The paper intends to construct an array of advertising tools and
tests the influence of the same in creating awareness, providing
information, and enhancing knowledge of female consumers. The
constructs focus on testing the impact on the aforesaid aspects.
The results revealed that advertising tools exert impact in creating
awareness, providing information, and enhancing knowledge of
the target respondents. However, the advertising tools found to be
more effective in providing information and enhancing knowledge.
The results also revealed that (1) outdoor advertisements found to
have more impact in creating awareness and (2) store advertisements
found to elicit more influence in providing information and
enhancing knowledge.
Monday, August 28, 2017