Understanding Local Cable Advertisements for Small Businesses

Abstract

Consumers’ attitude holds central focus in mainstream research in marketing, with abundant research on consumers’ attitude towards digital and online advertisements. Yet, there is scarce research on local area cable advertisements of small businesses. This paper aims to examine the determinants of consumers’ attitude towards advertisements of local area cable networks. Primary quantitative data from 300 viewers of local area cable channels located in Lahore, Pakistan was collected to examine the hypotheses. Our findings suggest that entertainment and credibility are positively associated with the consumers’ attitude towards local cable advertisements. However, ad perception does not show any significant relation with consumers’ attitude towards local cable advertisements. These results have significant implications for small businesses in crafting effective promotional policies and strategies for approaching their target consumers. By focusing on the entertainment and credibility factor, small businesses can also position their brands in limited budget.