الملخص الإنجليزي
Study Title: Omani Ladies Using Advertising over Arab TV Channels. Uses and Gratifications Realized and their Relation to Purchasing Patterns. Field Study,
Muscat Governorate.
This study is intended to identify the extent of Omani ladies use of avalanche of advertisements on Arab TV channels through impact on their purchasing pattern and gratifications realized on 390-lady samples from Muscat Governorate. This study is a descriptive one. To collect related sample information, the researcher adopts the survey method based on questionnaire forms. Here are some of the researcher's findings: Omani ladies rarely watch TV publicity on Arab channels. But their purchasing patterns are influenced by such watching through the desire to purchase goods and services they need and by the conscious culture instilled by preplanning, and the replacement of one trademark by another.
The study also arrived at one fact that cosmetics and perfumes come first among items ladies seek to purchase after watching TV advertisements. Besides, MBC channels come first in the overall standing of channels being watched by Omani ladies. Evening times are the most times for watching advertisements. As for the general motives that make Omani ladies follow advertisements on Arab channels, waiting for a program or a film before or after an advertisement, comes first, Regarding utilitarian motives, information about new products comes first. The researcher concluded that the most attention attracting to Omani ladies in TV advertisements on Arab Channels, and which triggers their desire to purchase, are the trademark and the general appearance and presence of advertising characters.
