Women endorsers in alcohol television advertisements and its effect on the buying behavior of selected female students of BS Business Management in Cavite State University - Main by Alexandra Marie V. Oliva.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Indang, Cavite, 2013. Cavite State University - Main CampusDescription: xiii, 54 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): DDC classification:
  • 659.14  Ol4 2013
Online resources: Production credits:
  • College of Arts and Science (CAS)
Abstract: OLIVA, ALEXANDRA MARIE, V. Women Endorsers in Alcohol Television Advertisements and its Effect on the Buying Behavior of Selected Female Students of BS Business Management in Cavite State University-Main. Undergraduate Thesis. Bachelor of Arts in Mass Communication Major in Journalism. Cavite State University, Indang, Cavite. April 2013. Adviser: Lisette D. Mendoza. The study aimed to determine whether exposure to alcohol television advertisements with women endorsers affects the buying behavior of selected female students of BS Business Management in Cavite State University-Main. Specifically, it aimed to measure the level of exposure of selected female respondents to alcohol television advertisement with women endorsers; to determine the level of influence of women endorsers in alcohol television advertisements to the buying behavior of selected female students respondents and to determine the relationship of exposure to and influence of alcohol advertisement with women endorsers to the buying behavior of selected female students of BS Business Management in Cavite State University-Main. Survey questionnaire was administered to the participants of the study to determine their exposure to and buying behavior towards alcohol advertisements with women endorsers. The data gathered from December 2012 to March 2013 were used with statistical procedure in order to tabulate, analyze and discuss. The findings of the study revealed that the selected female students of BS Business Management in Cavite State University-Main are 100°a exposed to different alcohol television advertisement with women endorsers. Moreover, it was found out that there was no significant relationship between the level of exposure on alcohol television advertisement with women endorsers and the buying behavior of the female respondents towards the alcohol beverage the woman endorser endorses.
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Item type Current library Collection Call number Materials specified Status Notes Date due Barcode
Theses / Manuscripts Theses / Manuscripts Ladislao N. Diwa Memorial Library Theses Section Non-fiction 659.14 Ol4 2013 (Browse shelf(Opens below)) Room use only T-5518 00008965

Thesis (BA Mass Communication--Journalism) Cavite State University

Includes bibliographical references.



College of Arts and Science (CAS)

OLIVA, ALEXANDRA MARIE, V. Women Endorsers in Alcohol Television Advertisements and its Effect on the Buying Behavior of Selected Female Students of BS Business Management in Cavite State University-Main. Undergraduate Thesis. Bachelor of Arts in Mass Communication Major in Journalism. Cavite State University, Indang, Cavite. April 2013. Adviser: Lisette D. Mendoza.
The study aimed to determine whether exposure to alcohol television advertisements with women endorsers affects the buying behavior of selected female students of BS Business Management in Cavite State University-Main. Specifically, it aimed to measure the level of exposure of selected female respondents to alcohol television advertisement with women endorsers; to determine the level of influence of women endorsers in alcohol television advertisements to the buying behavior of selected female students respondents and to determine the relationship of exposure to and influence of alcohol advertisement with women endorsers to the buying behavior of selected female students of BS Business Management in Cavite State University-Main. Survey questionnaire was administered to the participants of the study to determine their exposure to and buying behavior towards alcohol advertisements with women endorsers. The data gathered from December 2012 to March 2013 were used with statistical procedure in order to tabulate, analyze and discuss. The findings of the study revealed that the selected female students of BS Business Management in Cavite State University-Main are 100°a exposed to different alcohol television advertisement with women endorsers. Moreover, it was found out that there was no significant relationship between the level of exposure on alcohol television advertisement with women endorsers and the buying behavior of the female respondents towards the alcohol beverage the woman endorser endorses.

Submitted to the University Library
04/24/2014 T-5518

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