A television and print media advertising took an initiative to communicate to the females that the tampons can be worn at night for eight hours continuously . This was primarily aimed at the adults. The television and print media published numerous advertisements for the target audiences to understand the concept. In order to understand the same, television and print media included a female respondent to validate their study. She was asked to wear the tampon at night and was observed with the help of time-clock. The clock denoted the tampon wear time of up to eight hours with the sub-text stating that one should opt for wearing sanitary pads if they wish to sleep more than eight hours. The message conveyed by the television advertisement appeared dominant in the teens and adults both; needless to say that the sleep time of teens is 8-9.5 hours is also depicted through the study.
This initiative and the advertisement came on the television from March 2009 till November 2009. Although the advertisement was not prepared to reach out to the teens, it was understood that it would have affected the usage of tampons in teens more explicitly. However, at the same time, 20 television shows were telecasted for the adult audience to watch. This was expected to reach out to 60% of the women audience who were aged between 18 to 34 years. In addition, the print advertisements were placed in 21 magazines. They were published from April 2009 to January 2010. This was carried out in the regions of Cincinnati, Dayton and Ohio regions where the research for tampon wearing practices was considered as an important aspect of female hygiene practices. Therefore, as per the Media Effectiveness Tracking Tests the television and print media helped influencing the female customers. Hence, this study proved that social media is used at various levels of the female lives but every time it helps in deciding as to what products to buy. It would be true to say that the use of social media enables the customers to select their hygiene products not with much hassle. The choices made by the customers after reviewing the product description using the social media are of great value to both the customers and businesses. Additionally, the businesses are enabled to provide to their customers with the best of the products and services (Hegazy and Al-Rukban, 2012). With the inclusion of social media, the customers are enabled to make unbiased choices and purchase their most preferred brands.
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