Marketing Management
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Item Attitude of Parents towards Television Viewing and Children’s Advertising in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2011) Fernando, P.M.P.Advertising is the best-known and most widely discussed form of promotion probably because of its pervasiveness. It’s considered as a very cost effective method for communicating with large audiences and also can be used to create brand images and symbolic appeals of the brand. Marketers and advertisers have identified that children are one of the main segments they can target their various appeals. They represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they are the adult consumers of the future. However one of the most controversial topics advertisers must deal with is the issue of advertising on children. This research was done with the purpose to identify the level of attitude of parents towards children’s advertising and its relationship with parental mediation of children’s television viewing behavior. A questionnaire assessing the attitudes was distributed among 200 parents of primary and secondary school children in Western Province of Sri Lanka. The survey results indicated that parents’ hold negative attitude towards television advertising in general and children’s advertising specifically. Further the survey revealed that although parents perceive that they have to control the televising viewing behavior of children, the mediation on this was low among the Sri Lankan parents.Item Impact of Advertising Appeals on Brand Loyalty: Special reference to the Commercial banking Industry in Sri Lanka(International Business Information Management Association, 2011) Wanninayake, W.M.C.B.; Chovancova, M.Branding is a powerful tool and an intangible asset in marketing. It differentiates a product or a service from the competitors’ offerings in market place. The relationship between a consumer and a brand is a bond. Consumers offer their trust and loyalty expecting utility through consistent product performance. The competition among commercial banks in Sri Lanka is fierce. Various advertising appeals are made to encourage customers to switch their service provider. At the same time existing customers are frequently exposed to offers and counter offers from competing brands. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, moral, and celebrative endorsements to determine the brand loyalty of customers in commercial banks in Sri Lanka. The research carried out at a field survey among 200 respondents, who are loyal customers of five commercial banks, representing both public and private sectors. Respondents were located in Colombo and suburbs. Descriptive and inferential statistical methods were used to analyze the data and to test the hypothesis. Pearson correlation and multiple regressions were employed for the model building and to validate the research findings. Researchers found that stimulating rational appeals has a significant effect on brand loyalty than other appeals. Mean value of rational appeals was 3.92 and it belonged to a highly significant category. Central tendency measurements of other three advertising appeals were in low impact score category. Multiple regressions coefficient (R) of the four independent variables and the customer loyalty towards commercial banks was 0.708 and the R2 was 0.501. Correlation coefficient between Brand loyalty and rational appeals was 0.684. High correlation among the advertising appeals implied that customers consider all the appeals of advertising message to make rational justification about their loyal brands. Researchers have recommended some branding strategies to develop the advertising message to make a strategic sense for sustainable growth of commercial banks.