Research on the Impact of TV Advertising on the Consumer on the Example of Food Delivery Services

Summary of the final qualifying work on the topic: "Research of the influence of TV advertising on the consumer on the example of food delivery services" Volume of the final qualification work 85 the pages on which they are placed 17 drawing. In the process of writing this thesis, it was used 51 sources. The object of the research is the Delivery Club company and the food delivery service advertising process on the TV. The subject of the study: the consumers ' perception of Delivery Club advertising messages in television advertising. The final qualification work was carried out in order to study the state of TV advertising in the market and develop recommendations for companies using this type of advertising. This work will become a relevant and useful material for the marketing campaigns aimed at studying their customers, their traits and preferences, and will help the company to ensure a stable position in the market of goods and services. The paper sets the following tasks: 1. The study on the concept of advertising, to consider TV advertising as a means of promoting a product on the market. 2. Investigation of the psychological basis of the influence of TV advertising on consumer behavior 3. Analysis of the advertising activities of the Delivery Club company on TV 4. Formulating of the recommendations for further improvement of TV advertising for the company under study The work consists the following results: 1. The analysis of the theoretical basis carried out in the first part of the work helped to build the foundation for further practical research. 2. Based on the results of writing the second chapter, which included the study of the Delivery Club service, the following results were obtained: 3. The modern food delivery market is developing at a rapid pace, and the restrictions caused by the pandemic have become a catalyst for the development of food Delivery services Simplifying the food delivery process and automating it is paramount in increasing the company's efficiency 4. Delivery Club builds a competent advertising policy on television. 5. Among the results of the quantitative study conducted in the third chapter of the work, the following can be distinguished: 6. The most popular means of advertising is the Internet and advertising on television 7. The attention of the audience in advertising is focused on discount promotions 8. Among the factors that increase the effectiveness of advertising is its informativeness, creativity, the concept of the video and truthfulness. 9. Delivery Club advertising has a positive impact on respondents and thus contributes to a faster decision-making about purchase. Based on the work carried out to improve the advertising company Delivery Club, the following suggestions and recommendations were developed: 1 Supplement the videos with the introduction of promo codes and promotions. Fixing the growth in the number of orders 2 Clearly segment the target audience and monitor the needs of potential buyers 3 Focus on the audience of 18+ and 55+ 4 Transition of the service's advertising campaign to online television The conclusion is a summary of all the main conclusions obtained during the writing of this final qualification work, it sets out the most important provisions of the considered problem