Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

In today{u2019}s globalized world, the market fragmentation, the escalating media proliferation & the advent of evoking new technological advances open up new horizons forming an array of advertising platforms pushing advertisers to explore where to assign their budgets. In order to reach the ideal selection among media types dispersion and to rationalize the media budgets allocation. Investigating media differences and advertising effectiveness issues have to be rejuvenated & re-evaluated comparing Television and press influence as media types on advertising effectiveness measured by aided recall. Another issue of globalization is the debate between standardization & adaptation of the advertising message. The Bilingual customers confront media channels broadcasting bilingual inducements through the commercial channels that possess materials with dominant & non dominant language. Since every language differs in its state, consumers{u2019} behavior will differ in response to different languages. In such a case the language selection to advertise will be obviously more complicated in that, various options exist: either to advertise in one of the following: dominant language (native language) /non dominant language or code-switched of both the two languages. Code switching is the unavoidable outcome of bilingualism. It is the occurrence of metamorphosis between different languages; a linguistic phenomenon that takes place within interpersonal communication between bilinguals where they shift between the semantic codes of two distinct languages. The main purpose of the study is to examine the effect of different language choices on advertising effectiveness especially in the case of advertising in foreign countries

Issued also as CD