Examination of public attitudes towards TV advertising in Jordan : the case of Irbid

Abstract EN

-This study examines the attitudes of Jordanian viewers in Irbid towards TV advertisting with respect to the usefulness of TV advertising.

The adaptation of TV commercials to local culture.

And the response behavior to TV advertising.

The study is based on a stratified random sample of 800 respondents living in Irbid, the second largest city in Jordan.

The usable sample was 635.

The data was collected by means of a self-administered questionnaire.

The reliability correlation was examined and found to be 84%.

The overall results showed that the majority of responses were not highly favorable about TV advertising.

The analysis revealed statistically significant differences in attitudes due to sex, age, and income groups.

The study concluded that advertisers need to reconsider their advertising strategy, and develop a better understanding of the consumers needs with respect to TV advertising.

The study made several other conclusions and presented some recommendations.