Download DETERMINE THE BEST ADVERTISING MEDIA TO PROMOTE

DETERMINE THE BEST ADVERTISING MEDIA TO
PROMOTE KANDOS CHOCALATES
By
LASANTHA ANURUDDHA WEERASINGHE
:MBS/2012/WD/032
Submitted in accordance with the requirements for the degree of
MASTER OF BUSINESS STUDIES
At the
UNIVERSITY OF COLOMBO
Supervisor: Mr. Pradeep Randiwella
JANUARY 2013
Advertising is the key tool to promote a new product or an existing product and nowadays there
are many media options to run an advertisement. Nevertheless, in Sri Lankan context Television
& Radio are still the main two media to advertise. Researcher has been tested Ducoff model of
Advertising in relation to TV & Radio in order to determine the best advertising media out of
Television & Radio to promote Kandos chocolates.
Attractiveness, informativeness & irritation are the major factors to be discussed in order to solvethe research question as per Ducoof model. Furthennore it has been considered other theoretical
concepts such as AIDA model, Brand Loyalty, Brand recall & gratification theory of Katz to
.
discuss this particular research problem. The researcher has analyzed the effective advertising
appealing with regard to TV & Radio & how it affects their final buying decision. There are
numerous opportunities for future researches to examine the effectiveness and the level of appeal
of other advertising media within the Sri Lankan context.
It has been recommended that television advertisements are most effective mode of Advertising
compare to Radio.
Keywords: Advertisements, Ducoff model, Audience, Branding
ii