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Rationale: The significance of television advertisements has grown profusely, and despite the growing preference for advertising on social networking platforms, importance of television advertisements cannot be undermined. As television advertisements increasingly compete for audience attention, it is imperative for the advertisement agencies to learn about the attributes which influence the audiences' attitudes towards such television advertisements. This would aid them in designing effective ads and thereby resulting in higher revenues for the concerned companies.
Purpose: The study indicates the factors which form the attitude of the audience towards television advertisements. Additionally the study also explores the attributes that makes audience avoid television advertisements.
Design/Methodology/Approach: Data are collected using a self-administered questionnaire. The sample size for the study is 279 respondents. The focal product for the study is television advertisement broadcasted in Ahmedabad and Gandhinagar districts of Gujarat state. Analysis is done by using multivariate technique like Factor Analysis followed by Independent Sample t test.
Findings: Five factors, namely, Knowledge and Creativity, Credibility, Recallability, Likeability, and Economic development influenced consumer attitudes towards television advertisements. Additionally, it is also found that four factors, viz. Obnoxious, Appalling, Irrelevant, and Dislike made the audience avoid television advertisements. Moreover, if the advertisements were obnoxious, females showed an even lower tolerance level than males.
Research Limitations/ Implications: A key limitation of this study is the sampling frame. Future studies should replicate this study in different contexts.
