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Advertising Research Thesis Topic Defense

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on 15 December 2013

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Transcript of Advertising Research Thesis Topic Defense

B. Objectives
• To determine the young audience’s perception concerning the exaggerated advertisements particularly in television.

• To be able to determine the pros and cons of exaggeration in advertising.

• To identify its effectiveness according to the young audience understanding.

The young audience perception towards exaggerated advertisements.
A. Background
Three proposed topics
The young audience perception towards exaggerated advertisements.
Young audience perception towards Korean endorsements: An analysis about the Korean endorsers in the country.
A. Background
Advertising ResearchThesis Topic Defense
Impact of celebrity endorsers on Brand image
Young audience perception towards Korean endorsements: An analysis about the Korean endorsers in the country.
young Filipino audience exposure to the exaggerated advertisements.

Exaggerated advertisements, particularly in television as technique of advertisers to enable to catch attentions.

According to Sang, L. (2008), puffery claims that it may not affect consumer’s attitudes and intentions, but they have strong impact on consumers when the message is repeated.
C. Significance of the Study
Young Filipino audience had welcomed and supported the rising Korean adoption in the country
According to Espiritu, B. F. (2011), the young Filipino women expressed cultural affinity with the culture, story lines, values and environment in Korean and other Asian television dramas that have invaded the Philippines in the twenty-first century.
B. Objectives
• To distinguish the difference between Korean and Filipino endorsers according to the young Filipino audiences insights.

• To identify the reasons why Korean endorsers become prominent in the country.

• To identify if Korean endorsements are threats to the local endorsers.

Impact of celebrity endorsers on Brand image
A. Background
According to American Marketing Association, brand is a name, term, symbol, or any other feature that identifies one seller’s good or services as distinct from those of other sellers.
Brand = relationship to the consumers
According to McCracken, (1989), the image celebrity project to consumers can be just as important as their ability to attract attention
B. Objectives
• To identify the impact of certain celebrity endorser to a certain brand, (both the positive and negative).

• To understand the effects of the endorsers attitude and image to the brand positioning.
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