TY  - JOUR
T1  - Television Advertising for Tyres: Has it Lost its Lustre?
AU - Govender, Jeevarathnam P. 
JO  - Pakistan Journal of Social Sciences
VL  - 10
IS  - 4
SP  - 171
EP  - 176
PY  - 2013
DA  - 2001/08/19
SN  - 1683-8831
DO  - pjssci.2013.171.176
UR  - https://makhillpublications.co/view-article.php?doi=pjssci.2013.171.176
KW  - Television advertising
KW  -television advertising for tyres
KW  -marketing communication
KW  -tyre purchase decisions
KW  -consumers
AB  - Television advertising has for a long time been favoured by 
  marketers including tyre manufacturers because of its mass-market appeal. The 
  changing social and technological environment has raised questions over the 
  effectiveness of television advertising, especially where consumers have access 
  to newly introduced communication media. There is therefore uncertainty as to 
  whether television advertising is generating a fair return. It is against this 
  background that this study determines consumer perceptions of television advertising 
  for tyres. Four hundred respondents across the 4 major cities in South Africa 
  participated in the study. The results indicate that television advertisements 
  for tyres have a major influence on tyre purchase decisions and are considered 
  to be convincing. There was general support for the continued use of television 
  as an advertising medium for tyres. Recommendations are made as to how tyre 
  manufacturers can enhance their communication efforts using television advertising.
ER  -