CURRENT STATUS OF COMMERCIAL ADVERTISING ACTIVITIES ON TELEVISION IN VIETNAM

Abstract

The study applies key concepts of Commercial Advertising, Television Broadcasting, and Theory of Consumer Behavior of Kotler (2009). The research employed both qualitative and quantitative methods. The qualitative phase involved expert discussions to refine and adjust measurement scales and research models to ensure contextual relevance. The quantitative phase was conducted through a survey of 720 respondents, including individual and corporate customers, yielding 698 valid responses. Analytical techniques such as Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) were performed using SPSS 26 and AMOS 24. The results indicate that Audience Characteristics (KG) and Legal and Policy Factors (CS) exert significant positive effects on Commercial Advertising on Television (QC), whereas Television Station Brand (TH) is comparatively weaker. This suggests that the effectiveness of television advertising depends primarily on audiences’ knowledge and emotional experience rather than merely on the frequency or duration of the adverising message.