Relationship between Media Exposure and Attitude towards Advertorials in Women Magazines amongst Women

กรรณิการ์ อุดมมงคล, พรพรหม ชมงาม

Abstract


The objectives of this research were 1) to study the relationship between demographic characteristics and advertorial exposure; 2) to study the relationship between demographic characteristics and attitude towards advertorials; 3) to study the relationship between the forms of advertorial and exposure to editorials; 4) to study the relationship between the forms of advertorial and attitude towards advertorials; 5) to study the relationship between exposure to and attitude towards advertorials in women magazines i.e. CLEO, ELLE and COSMOPOLITAN. The representative samples of this survey were 400 female teenagers and working women in Bangkok chosen by Multi-stage Sampling. The information was gained from answers in the questionnaires. Demographic characteristics, exposure, and attitude, which affected advertorials in women magazines were analyzed in a descriptive format. The hypothesis was tested using Independent ttest, one-way variance analysis and chi-square test. The level of statistic reliability is .05.

The result revealed that 1) demographic characteristics are related to their exposure to advertorial. The samples who had different level of education and personal income would have different reasons to read any advertorials. The samples who had different occupations would choose different types of products and services advertorial and duration of exposure; 2) demographic characteristics are related to their attitudes towards advertorials, when the samples have different characteristics i.e. monthly personal income, they tended to have different attitude towards advertorials; 3) the forms of advertorial are related to the samples’ exposure to advertorials, when advertorials were presented in different forms, the samples would expose to different type of product and service advertorials; 4) the forms of advertorial are related to the samples’ attitude towards advertorials, when advertorials were presented in different forms, the samples would have different attitude towards advertorials; and 5) the sample’s exposure to advertorials are related to their attitude towards advertorials, frequency of exposure, the reason of exposure and duration of exposure are related to their attitude towards advertorials.


Keywords


การเปิดรับ; ทัศนคติ; บทความเชิงโฆษณา; CLEO ELLE และ COSMOPOLITAN; Exposure; Attitude; Advertorial; Women Magazines; CLEO; ELLE and COSMOPOLITAN

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