The role of television advertising campaigns in persuading Egyptian youth to the idea of self-employment: A case study of the Medium and Small Enterprises Development Agency campaign

   The study aimed to identify the role of television advertising campaigns interested in persuading Egyptian youth to the idea of ​​self-employment, and was based on the model of adopting innovative ideas as a theoretical input that contributes greatly to identifying variables, and formulating and testing hypotheses, through the application of a questionnaire to an available sample of Egyptian youth consisting of (400) people, based on the case study method and the media survey method in its two parts related to the audience, and the analytical method related to the analysis of a sample of advertisements shown on television, , the results of the current study confirmed several indicators:
- High rates of dealing with the Medium, Small and Micro Enterprise Development Authority, where the answer was “Yes” by 58.2%; while the answer was "No" by 41.8%. This indicates the effective role of advertisements in shaping the respondents’ attitude towards service, as the rates of respondents’ knowledge of the device through television advertisements came in the first place with a rate of 44.3%.
- The rate of dealing with the device for less than a year ranked first followed by 1 year for less than 3 years, followed by 3 years for less than 5 years, followed by 5 years for less than 10 years, and then came in last place for 10 years and more. 
- The training courses ranked first in the aspects of benefiting from the services of the Agency, followed by lending, followed by feasibility studies, followed by marketing services, then tax exemption for new activities, followed by granting licenses to shops, then came in the last place the simple competing interest.