أساليب الإقناع في الإشهار التلفزيوني و تأثيرها على القرار الشرائي للمرأة العاملة : دراسة ميدانية على عينة من النساء العاملات بولاية الشلف

الملخص EN

The study aims to know how the women employed keep up for modernity in the procurement and consumption in the region of Chlef, and the disclosure of factors affecting her decision to buy.

In addition to showing how to convince the consumer to buy the product, especially women employed, and to determine the impact of Algerian television advertising and how to take their purchase decision through the advertising directed at women employed.

To collect the data, we built a questionnaire and subjected it to the scientific bases, and then distributed it to a sample estimated at 100 randomly selected items.

After access to the information, we concluded a set of results, most of the sample are keeping up modernity in buying all of the food, clothing, cosmetics and electric household appliances which presented in television advertising.

The motivation (Satisfying basic needs) came first in the serial order for motives of making a purchase decision, through the purchase of basic products, most women employed tend to experience the product offered in Algerian TV advertising, their purchasing decision is influenced by the content of this advertisement and its presentation especially that which uses the methods of persuasive emotional (All which affects the women's emotion) by focusing on attractive product form, using the most famous celebrities, Mother's emotion and contributing to charity, and caring for women's beauty and comfort.

Television advertising works to give targeted women the realistic picture of the product in order to achieve persuasion and to consolidate the brand in her memory, to be determined later her purchasing decision.