Employment of commercial companies for current events and occasions in their electronic advertisements to enhance the brand among the public "A field study"

Document Type : Brief summaries of Dissertations.

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Aswan university

Abstract

Summary of the study:

The study aimed to identify the extent to which advertisements employed for current events and occasions contribute to reinforcement brand by determining the extent of its ability to (increase brand awareness, improve the brand image, and create a positive attitude towards the brand), In addition, knowing the effect that this method can have on the audience and the public's attitude towards it. The study relied on the survey method by conducting a field study on a sample of (413) individual Internet users in Egypt who are exposed to advertisements of the trademarks (subject of study) of the Edita Food Industries Company on social networking sites, through the use of the electronic questionnaire. The study concluded that the majority of the respondents confirmed that advertisements employed for current events and occasions are able to generate awareness of their advertisement and brand and can contribute to improving the image of the brand, and the impact of these advertisements on the purchasing decision of The brand's products range from medium to large. The study indicates that the effect of seeing these advertisements on the respondents is that it motivates them to know more news about the event and increases interaction with the advertisement and the brand.

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