قياس تأثير الإعلانات على الإدراك المستهلك : دراسة مقارنة بين إعلانات منتجات العصائر

Abstract EN

This research aims to evaluate the effectiveness of advertising by measuring the consumer perception of advertising message.

To achieve this objective, the study was conducted an exploratory research, which a sample of consumers are shown three advertising stimulus about juices and investigated in a personal interview.

The research concluded that the nature of the product contained in the message increases the effectiveness of the advertising.

This research found also that attitude towards the brand affect the response to the advertising message.