التأثيرات المختلفة للإعلان التفاعلي التلفزيوني على طلاب الجامعات المصرية

الملخص EN

Problem: The Problem of the study is formulating in the following: The Different Impacts of TV interactive advertising on the Egyptian university students.

Importance: The importance of knowing different impacts of this kind of ads, thus knowing how to deal with these impacts and avoid the harmful impacts, processing it, increasing the effectiveness of the positive impacts induced by TV interactive advertising.

Objectives: Knowing the different impacts of TV interactive advertising on the Egyptian university students.

Type& Methodology: This study is one of the descriptive studies, used sample survey method.

Sample: Intentional sample consisted of (400) respondents from the Egyptian universities students who watch TV ads in Cairo University& 6th of October University from youth ranging in age from 18- 21 years.

Tools: Investigation application.

Results: There is a correlation between the rate of exposure to the TV interactive ads and the level of interaction resulting from this exposur.

There is a correlation between the rate of exposure to the TV interactive ads and the type of impacts resulting from this exposure.

There were statistically significant differences between the various groups of the demographic variables in the type of impacts (cognitive- affective- behavioral) resulting from exposure to the TV interactive ads.