Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


What works for A Tourism Tvc? An Experiment Design for Brics Tourism Advertisements

Author(s): Vivek Bhatt and Shriram Kadia

BRICS (Brazil, Russia, India, China and South Africa) are all fastest growing economies. To promote tourism, one of the media vehicles being used by BRICS is TV (television) and through TV, the television commercials (TVCs). The study attempts to examine a model of an experiment designed to measure the relative importance of different features (colour, sound and visual noise) of tourism TVCs for each member of BRICS nations. The model gives the importance-order of the features, and clearly indicates the most important aspect of a Television Advertisement for Tourism, for BRICS nations.

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