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• W2595016959 abstract "Introduction:There is growing interest among scholars about the subject of advertising and its role in the marketing of products in countries that are under transition, say for example, Vietnam, China and the newly independent states of the former Soviet Union.1 These transitional economies are attractive to advertising business because of the prospects of their growth and development. However, there has not been great deal of research on advertising and marketing.2 Consequently, few fundamental questions solicit reply of the scholars: how consumers respond to advertising in transitional markets.3 Do perceptions of general advertising vary crossculturally?4Since Kazakhstan became independent in 1991 and opted for transitional economy based on capitalism, we made an empirical study of the peoples' attitudes about advertising in this emerging capitalist economy.5 The research was carried out in May 2000, and the respondents, mostly youth of a university, revealed that people were not familiar with advertising. Accordingly they were uncertain about the role and potential of advertising for improving the quality of life.Since 2000 and onwards, Kazakhstan made tremendous economic growth.6 Almaty, the largest city in Kazakhstan, has become a truly global metropolis in various areas. Many agencies have opened their advertising operations and are supporting the growing retail, service, and manufacturing industries.7Nine years later (2009-10), we carried out another empirical study in the same university without change in methodology or tools of investigation. The objective was simply to measure the change in the attitude of the people vis-a-vis advertising in the market products.Background:Endowned with natural resources, Kazakhstan's economy has grown dynamically through the 1990s and 2000s, with an average annual GDP growth of 10%.8 In 1997, President Nazarbayev pledged to double the economy by 2010, which, however, was achieved before time in 2008 with the GDP at $135,601 billion in total and the per-capita at $8,7199, compared to $3,200 in 1999.10 Between 2000 and 2005, the percentage of people living in poverty shrank from 32% to 10%.11 After 2007, country's economy was affected by the global economic crisis, and the growth of Kazakhstan's GDP dropped to 19.81% in 2008. As a result, the government had to rescue ailing banks.12 It is yet unclear as to how well Kazakhstan agenda of growth amid ongoing economic crisis.Advertising:The Kazakh advertising market is growing rapidly, powered by media expansion, a burgeoning GDP and multiplying foreign investment. In 2007, Zenith Optimedia anticipated Kazakhstan to be the fastest growing advertising nation through 2010, with expenditures shooting up by 155%.13 In 2008, advertising spending added up to $1 billion, up from $828 million in 2007 (30% growth) and up from $220 million in 2003. Eighty percent of advertising spending is on TV, 11% print, 5% on outdoor, and 3% on radio. Though sales grew across media platforms, TV dominated the trend at 32%. Advertising budgets ballooned by 175% in 2008.14Procter & Gamble, Kazakhstan Cellular, Kar-Tel, Colgate, Schwarzkopf, and Coca-Cola were among the top six 2008 advertisers,15 revealing a heavy focus on consumer products related to cosmetics, hygiene, electronics, telecommunications, and food. Other big advertisers are Kaspi Bank, Unilever, Mars, Benckiser, and Gillette. Several international advertising agencies have also relocated branch offices in Kazakhstan, including Ogilvy & Mather, BBDO, and Lentis.16Attitude Toward Advertising:The study of consumer attitudes toward advertising is an important topic as it ultimately affects consumer brand attitudes and purchase intentions17. Attitude toward advertising has been studied for decades in the United States18 and elsewhere.19 Bauer and Greyser published one of the original large-scale studies of the public's attitude toward advertising. …" @default.
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• W2595016959 date "2011-01-01" @default.
• W2595016959 modified "2023-09-27" @default.
• W2595016959 title "Measuring Change in a Transitional Economy Attitudes towards Advertising in Kazakhstan" @default.
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