Awareness Among Potential Advertising Designer Regarding ITV Advertising


  • Azizah Che Omar
  • . .





advertising, interactive television, impulse purchase, influencing.


Conceptual Design Model of Interactive Television Advertising Towards Influencing Impulse Purchase Tendency (iTVAdIP) is proposed to provide guideline for advertising designers to develop iTV advertisements which embed elements that are perceived could influence impulse purchase tendency. Previous literature studied on the factors of impulse purchase in different advertising mediums like website, mobile, traditional retail store and traditional television. However, none of the impulse purchase model is dedicated towards influencing impulse purchase tendency for interactive TV advertising. Therefore, this study focuses on the awareness among potential advertising designer regarding iTV advertising. A series of interviews were conducted involving 58 potential advertising designers. The results from interview are presented in this paper, indicating that majority of the respondents indicate that, there is a difference between advertising with interaction and without interaction elements where the advertising with interactive interaction elements could perceived influence more consumers in their purchasing tendency compared to advertising without interaction elements.




[1] Blasco-Arcas L, Ortega BH, Martínez JJ (2013). Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior. J Electron. Commer. Res. 13(4), pp. 457–475

[2] Shin, DH, Hwang Y, Choo H (2013). Smart TV: Are they really smart in interacting with people? Understanding the interactivity of Korean smart TV. J. Behav. Inf. Tech. 32(2), pp. 156–172.

[3] Interactive Advertising Bureau, IAB (2011). An interactive advertising overview. Retrieved from iTVCommitteeWhitePaperv7.pdf.

[4] Advertising Forecast. Advertising Forecast Magnaglobal (2011). Retrieved from http://www.neoadvertising. com/ch/ wp-content/ uloads/2011/06/2011-MAGNAGLOBAL-Advertising-Forecast-Abbreviated.pdf.

[5] The Nielsen Company. Global Advertising: Consumers trust real friends and virtual strangers the most. Retrieved from trust-real-friends-and-virtual-strangers-the-most/

[6] Azizah CO, Norshuhada S, Siti Mahfuzah S, Ariffin AM, & Sabrina, MR (2013). Identification of research gap: T-commerce impulse purchase for itv advertising. International Conference on Informatics and Creative Multimedia, Kuala Lumpur, Malaysia. 119-122.

[7] Siti Mahfuzah S, Sabrina MR, Ariffin AM, & Azizah CO (2013). Diffusion of iTV advertising in Malaysia: The industry players’ perspectives. International Conference on Informatics and Creative Multimedia, Kuala Lumpur, Malaysia, pp. 99-103.

[8] Azizah CO, Norshuhada S, & Siti Mahfuzah S (2014). Impulse purchase in itv advertising: a conceptual model of gap analysis. International Journal of Computer Application, 91(11), pp. 20-26.

[9] Siti Mahfuzah S, Azizah CO, Norshuhada S (2016). Perceived influence of interactive television advertising conceptual design model toward impulse purchase tendency: A survey. Journal of Telecommunication, Electronic and Computer Engineering, 8(8), pp. 125-128.

[10] Azizah CO, Norshuhada S, & Siti Mahfuzah S (2015). Conceptual design model of interactive television advertising towards impulse purchase. ARPN Journal of Engineering and Applied Sciences. 10(3), pp. 1427-1437.

[11] Azizah CO, Norshuhada S & Siti Mahfuzah S (2015). Conceptual design model of interactive television advertising: Experts review on impulse purchase tendency, International Journal of Conceptions on Management and Social Sciences, 3(2), pp. 40-45.

[12] Azizah CO, Shuhada S, Sarif SM, & Muin MAA (2018). Instrument for measuring the influencing of conceptual design model of ITV advertising toward impulse purchase. J. Fundam. Appl. Sci., 2018, 10(4S), pp. 977-1002.

[13] Nurulnadwan A, Ariffin AM (2018). Technology for visually-impaired: Identifying flaws in in assistive courseware, Journal of Telecommunication, Electronic, and Computer Engineering, 10(1-11), pp. 83-86.

View Full Article:

How to Cite

Che Omar, A., & ., . (2018). Awareness Among Potential Advertising Designer Regarding ITV Advertising. International Journal of Engineering & Technology, 7(4.42), 27–30.
Received 2019-01-09
Accepted 2019-01-09
Published 2018-12-29