Children’s attitude towards advertising in Morocco

Dissertant

Jawab Allah, Fuad

Thesis advisor

Hamelin, Nicolas

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

Degree Date

2015

English Abstract

The objective from this study is to explore children’s attitude towards advertising in Morocco.

This study performed within the Moroccan territory using primary data focuses on this issue from a local perspective.

For this, a (ues)onnaire with *+, samples is used for this research.

Hence, different factors were taken under consideration within the survey in order to measure children’s attitude namely credibility, self-entertainment, self-concept and Idealself.

In fact, many (uestions related to the time spent viewing TV or using Internet, to the child social and socio-demographic environment and to the child religiosity were used for this purpose.

Children interviewed were mainly aged from 6 to 1+ studying both in private and public schools.

Samples were drawn from different cities in Morocco and surveys were distributed to different schools to get a representative sample.

After getting the Data, STATA was an ade(uate tool to assess the results.

The findingsshow that Moroccan kids have a positive attitude towards advertising

Main Subjects

Business Administration
Media and Communication

No. of Pages

115

Table of contents.

Abstract.

Chapter One : General introduction.

Chapter Two : Literature review.

Chapter Three : Framework and research model.

Chapter Four : Survey.

Chapter Five : Data analysis.

Chapter Six : Results.

Chapter Seven : Conclusion and Implications.

References.

American Psychological Association (APA)

Jawab Allah, Fuad. (2015). Children’s attitude towards advertising in Morocco. Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775198

Modern Language Association (MLA)

Jawab Allah, Fuad. Children’s attitude towards advertising in Morocco. Al Akhawayn University. (2015).
https://search.emarefa.net/detail/BIM-775198

American Medical Association (AMA)