الفهرس 
مشكلة الدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
With the development of means of communication starting
with the invention of printing , passing through the Wireless and radio and television , satellites
, the Internet and fiber optic ..
ending with the mating between the means of communication, The TV programs has tended to interact
with viewers by phone, e- mail, regular mail or through coming to the recording studio to
participate in the activities of the program.
The researcher found the emergence of TV interactive advertising, which began to emerge strongly on
the TV screen, then the space of time for this type began increases slowly until it became occupies
clear part of the total area of the TV advertising.
Problem of the study
By the researcher’s reviewing previous Arabic and foreign studies, he has noted that there are many
Arabic and foreign studies, which dealt with the relationship between the TV advertising
and adolescents, foreign studies addressed advertising on interactive TV while the previous studies
which dealing with the TV Interactive Advertising and its relationship with
adolescents were rare. Based on the foregoing, the researcher has formulated problem of the study
as the following:
The Different Impacts of TV interactive advertising on the Egyptian university students
Importance of the study:
The importance of the current study determined by in the following points:
- The different impacts of TV advertising on the public in general and youth in particular is
one of the topics which existed
-A-
strongly on the Egyptian, Arabic and international scene in recent years.
- The importance of studying the interactive mode in the television advertising and its
various impacts on the universities students. This study is trying to spot light on these impacts
which results from the mating between more than one mean – TV is in the forefront of them.- in
causing of these impacts.
- The importance of this study results for those in charge of the TV advertising industry, which in
turn them will enable to carry out the amendment , development and even invent new styles.
- The importance of knowing different impacts of this kind of TV ads, thus knowing how to deal with
these impacts and avoid the harmful impacts and behaviors that may be caused by it,
processing of these impacts or find alternatives to prevent the recurrence of these impacts, and
increase the effectiveness of the positive impacts and behaviors induced by TV interactive
advertising.
Objectives of the study:
Recognition on The Different Impacts of TV interactive advertising on the Egyptian university
students.
We can formulate a set of goals through which achieved the main goal such as Recognition on:
- The methods which used by advertisers in the TV interactive advertising to persuade the viewer to
interact with the TV interactive advertising.
- The Arrange of the TV interactive advertising between programs that the Egyptian students are
prefer watching.
- The rate of exposure of the Egyptian university students to the
TV interactive ads.
-B
- The (cognitive, emotional and behavioral) impacts which resulting from exposure of Egyptian
university students to the TV interactive ads.
Type & methodology of the study:
This study is one of the descriptive studies, which seeks to study the different impacts of TV
interactive ads on the university students .This study used sample survey method.
Sample of the Study:
A) The human sample: intentional sample consisted of (400) respondents (200) male, (200) female
from the youth who watch TV ads in Cairo University & 6th of October University from youth ranging
in age from 18 – 21 years.
B) the analytical sample: A Sample of TV interactive ads from five satellite TV channels (cbc
channel - MBC channel - Rotana channel – Al Hayat channel – Al Nahar channel) in the period of 30
days from 15 April 2013 until 15 May 2013.
Tools of the study:
1- Content analysis application.
- Investigation application.
Statistical processing methods:
- Chi Square Test - Z Test.
- One way Analysis of Variance. - Unlikely weight.
- Pearson Correlation Coefficient. - Post Hoc Tests.
- Cronbach’s alpha test. - T Test.
-Hypotheses of the study and its questions:
A) Hypotheses:
1- There were statistically significant differences between the various groups of the
demographic variables in the rate of exposure of TV interactive ads.
2- There were statistically significant differences between the various groups of the
demographic variables in the level of interaction with the TV interactive advertising.
3- There were statistically significant differences between the various groups of the demographic
variables in the type of the used mean in interaction with the TV interactive advertising.
4- There is a correlation between the rate of exposure to the TV interactive ads and the level of
interaction resulting from this exposure
5- There is a correlation between the rate of exposure to the TV interactive ads and the type of
impacts resulting from this exposure.
6- There were statistically significant differences between the various groups of the demographic
variables in the type of impacts (cognitive - affective – behavioral) resulting from exposure to
the TV interactive ads.
B) Questions of the Study:
The main question of this study is:
What is the different impacts of TV interactive advertising on the Egyptian university
students?
- what is the extent and rates of the exposure of the Egyptian
universities students to the TV interactive ads?
- What are the TV interactive ads that university students prefer to watch?
-D
- What is the most Arabic satellite channels which displays the
TV interactive ads?
- What is the time space occupied by the TV interactive ads from the total area of the TV ads?
- What is the type and level of interaction resulting from the exposure to the TV interactive ads?
- What are the means used by the universities students to carry out the interaction with the TV
interactive ads?
- What are the (cognitive, emotional and behavioral) impacts of the TV interactive ads on the
sample of the study?
Results of the study:
There is a correlation between the rate of exposure to the TV interactive ads and the level of
interaction resulting from this exposure.- There is a correlation between the rate of exposure to the TV interactive ads and the type of
impacts resulting from this exposure.
- There were statistically significant differences between the various groups of the demographic
variables in the type of impacts (cognitive - affective – behavioral) resulting from exposure to
the TV interactive ads.
- 35% of respondents watching TV interactive ads as a permanent basis, and watched sometimes by
35.5% and watched rarely by
29.5% of them.
- 31.2% of respondents are involved with TV interactive ads permanently and 35.5% participates
sometimes, in turn 33.3% of them does not share.
- 22.9% of respondents are sufficient of only watching TV interactive ads, while 55.9% of them
expressed about their participation with the ads, 21.3% of them expressed about their
-E-
involvement and buying during their interaction with the TV
interactive ads.
- The ratio of total occurrences of TV interactive ads in the five channels was 28.75% of the total
sum of occurrences of the TV ads.
- The ratio of the time area occupied by the TV interactive ads on the five channels is 33.42% of
the total time allocated space for advertising on the five TV channels.
Key words:
- TV Interactive Advertising.
- Different Impacts.
- Egyptian University Students.