THE IMPACT OF COLOUR PRESENTATION IN MAGAZINE ADVERTISING. A CASE STUDY OF TELL MAGAZINE
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 5000
STATEMENT OF THE PROBLEM
With the realization of the importance of attention in decision-making process in consumer behavior, advertisers and marketers devote considerable time and effort to designing attention-getting appeals. Many scholars examining consumer behavior from an information-processing perspective argue that the attention step in message processing controls a substantial portion of the variability in consumer decisions (e.g., Bettman, 1979). Attention has been explored extensively by cognitive psychologist, and if broadly defined to include people’s perceptual areas such as selective attention, distortion, and retention, it is clear that there is a great deal of relevant social psychological research on these topics. It is in view of the above that the researcher intends to investigate the impact of color presentation in magazine advertising
1.3 OBJECTIVE OF THE STUDY
The main objective of the study is to ascertain the impact of color presentation in magazine adverts, to aid the completion of the study the researcher intend to achieve the following objective;
- To ascertain the impact of color presentation in magazine advertisement
- To ascertain the relationship between colorization of magazine advert and customers patronage
- To ascertain the role of colorization of magazine in the promotion of organization services
- To evaluate the effect of colorization of magazine advertisement on sales volume
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