000			03149cam a2200337 a 4500
003			EG-GiCUC
005			20250223031958.0
008			180418s2017 ua dh f m 000 0 eng d
040			_aEG-GiCUC _beng _cEG-GiCUC
041	0		_aeng
049			_aDeposite
097			_aM.Sc
099			_aCai01.05.01.M.Sc.2017.Ch.C
100	0		_aChristine Attia Hanna Youssef
245	1	0	_aComparative analysis of advertising effectiveness of T.V. commercials and press advertisements : _bAn experimental study / _cChristine Attia Hanna Youssef ; Supervised Ahmed Ibrahim Ghoneim , Gamal Sayed Abdelaziz
246	1	5	_aتحل{u٠٦أأ}ل مقارن لفاعل{u٠٦أأ}ة كل من الإعلان التل{u٠٦أأ}فز{u٠٦أأ}وني والإعلان الصحفي : _bتجربة علم{u٠٦أأ}ة
260			_aCairo : _bChristine Attia Hanna Youssef , _c2017
300			_a189 P. : _bcharts , facsimiles ; _c30cm
502			_aThesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration
520			_aIn 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
530			_aIssued also as CD
653		4	_aAdvertising Effectiveness
653		4	_aPress Advertisements
653		4	_aTV commercials
700	0		_aAbdelaziz , _eSupervisor
700	0		_aAhmed Ibrahim Ghoneim , _eSupervisor
856			_uhttp://172.23.153.220/th.pdf
905			_aNazla _eRevisor
905			_aShimaa _eCataloger
942			_2ddc _cTH
999			_c65939 _d65939