Radio Advertisements Ad Their Effect on the Purchase Decision of Jawwal Company Services: Study on Gaza Universities’ Students

Abstract

The research aims to study the impact of radio advertisement on purchasing decision making among university students in Gaza governorates. As a case study, the researcher has applied his research on Jawwal company services. The study focused was on examining the impact of radio advertisement on purchasing decision - making in terms of the design and implementation of radio advertising, the name of the local radios and the quality of their performance. A questionnaire has been designed for a stratified random sample. The questionnaire has been distributed among (409) students from the three major universities. In order to achieve the research objectives, the researcher used the analytical approach. The most important result of the research was that the design and implementation of broadcasting advertisement have a positive effect on purchasing decision making.

 The researcher has come up with the following recommendations: The necessity of designing radio advertisements properly by Jawwal company administration or by specialized advertising agencies. Implementing advertising by Jawwal company in cooperation with local broad casting through techniques of writing advertisements, and artistic forms, the type of music and sound, the language used in the advertisement as well as the choice of local broadcasting which is widely circulated and commonly favored by the public.