Introduction

Advertising is a form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products,
ideas, or services. It includes the name of a product or service and how that
product or service could benefit the consumer, to persuade a target market to
purchase or to consume that particular brand. These messages are usually paid
for by sponsors and viewed via various media. Advertising can also serve to
communicate an idea to a large number of people in an attempt to convince them
to take a certain action.
Commercial advertisers often seek to generate increased consumption of
their products or services through branding, which involves the repetition of an
image or product name in an effort to associate related qualities with the brand in
the minds of consumers. Non-commercial advertisers who spend money to
advertise items other than a consumer product or service include political parties,
interest groups, religious organizations and governmental agencies.Nonprofit
organizations may rely on free modes of persuasion, such as a public service
announcement.
Modern advertising developed with the rise of mass production in the late 19th
and early 20th centuries. Mass media can be defined as any media meant to
reach a mass amount of people. Different types of media can be used to deliver
these messages, including traditional media such as newspapers, magazines,
television, radio, outdoor or direct mail; or new media such as websites and text
messages.
importance
Advertising is one of the oldest forms of public announcement and occupies a
vital position in an organization's product mix. According to the American
Marketing Association, Chicago, "Advertising is any paid form of non personal
presentation of ideas, goods and services by an identified sponsor."

To advertise means to inform (seen as the flow of information about a product or

service from the seller to the buyer). However, advertising does not end with the
flow of information alone. It goes further to influence and persuade people to
take a desired action - like placing an order to buy a product.
 The consumer market has become highly competitive with a new brand being
born almost everyday. Irrespective of the kind of product you are looking for, be it
consumer durables like refrigerators,  air conditioners, washing machines or fast
moving consumer products (FMCG) the number of brands available is truly mind
boggling.  Naturally it is the prime concern of every marketer to promote their
brand as a shade better than the competitors'. Advertising comes in handy here.

However, simply informing a customer that a brand exists is not enough.

Advertising should be targeted towards the  prospective audience in such a way
that it forms a positive impact on the customer and in the process creates brand
recognition.Marketers generally target advertising campaigns at the groups of
customers:

Objective

The objective of my study is to determine the impact of advertisement on youth

and to determine the way effects of this impact.

REVIEW OF LITERATURE

 Sherry Emery, Melanie A. Wakefield, examined in his research paper entitled

“Televised State-Sponsored Antitobacco Advertising and Youth Smoking Beliefs
and Behavior in the United States”, 1999-2000 that  To our knowledge, this study
is the first to explore the potential impact of state-sponsored antitobacco media
campaigns while controlling for other tobacco-related advertising and other
tobacco control policies. State-sponsored antitobacco advertising is associated
with desired outcomes of greater antitobacco sentiment and reduced smoking
among youth. Recent cuts in these campaigns may have future negative
health and budgetary consequences.

 Lisa K. Goldman, MPP; Stanton A. Glantz, PhD examined in his research paper

entitled “Evaluation of Antismoking Advertising Campaigns” Focus group
participants indicated that industry manipulation and secondhand smoke are the
most effective strategies for denormalizing smoking and reducing cigarette
consumption. Addiction and cessation can be effective when used in conjunction
 with the industry manipulation and secondhand smoke strategies. Youth access,
short-term effects, long-term health effects, and romantic rejection are not
effective strategies. More aggressive advertising strategies appear to be more
‘effective at reducing tobacco consumption.

 M Siegel and L Biener examined in his research paper entitled The impact of an

antismoking media campaign on progression to established smoking: results of
a longitudinal youth study” We examined the effect of baseline exposure to
television, radio, and outdoor antismoking advertisements on progression to
established smoking (defined as having smoked 100 or more cigarettes), using
multiple logistic regression and controlling for age; sex; race; baseline smoking
status; smoking by parents, friends, and siblings; television viewing; and
exposure to antismoking messages not related to the media campaign. RESULTS:
Among younger adolescents (aged 12 to 13 years at baseline), those
reporting baseline exposure to television antismoking advertisements
were significantly less likely to progress to established smoking (odds ratio = 0.49,
95% confidence interval = 0.26, 0.93). Exposure to television antismoking
advertisements had no effect on progression to established smoking among older
adolescents (aged 14 to 15 years at baseline), and there were no effects of
exposure to radio or outdoor advertisements. CONCLUSIONS: These results
suggest that the television component of the Massachusetts antismoking media
campaign may have reduced the rate of progression to established smoking
among young adolescents. 
 Jean L. Wiecha, PhD; Karen E. Peterson, examined in his research paper entitled
“When Children Eat What They Watch; Impact of Television Viewing on Dietary
Intake in Youth”After adjusting for baseline covariates, each hour increase in
television viewing was associated with an additional 167 kcal/d (95% confidence
interval, 136-198 kcal/d;P<.001) and with increases in the consumption of foods
commonly advertised on television. Including changes in intakes of these foods
in regression models provided evidence of their mediating role, diminishing or
rendering nonsignificant the associations between change in television viewing
and change in total energy intakeIncreases in television viewing are
associated with increased calorie intake among youth. This association is
mediated by increasing consumption of calorie-dense low-nutrient foods
frequently advertised on television.
 Celestine Candida examined in his research paper entitled The Impact of
Television Commercials on Youth 2010Advertisers have a captive audience
 everyday during cartoons and teenage sitcoms. Show a commercial for fast food, a
fruity snack or a sugary cereal, and kids want it. Researchers say these foods are
among the reasons children are becoming obese.American kids watch
commercials featuring fast food, snacks, toys and video games on a daily basis.
However, the commercials causing the most heated debate advertise sugary
cereals. Cereal companies spend nearly $156 million each year just on TV
advertising aimed at young people, according to a recent study from the Rudd
Center fior Foor Policy and Obseity at Yale University.
 L henrikson examined in his research paper entitled “Children, Adolescents, and
Advertising” Advertising is a pervasive influence on children and adolescents.
Young people view more than 40 000 ads per year on television alone and
increasingly are being exposed to advertising on the Internet, in magazines, and in
schools. This exposure may contribute significantly to childhood and adolescent
obesity, poor nutrition, and cigarette and alcohol use. Media education has been
shown to be effective in mitigating some of the negative effects of advertising on
children and adolescents.
 Lisa Henriksen, PhD, examined in his research paper entitled “Effects of exposing
youth to anti- and pro-smoking advertising in convenient” Point-of-purchase
tobacco advertising is subject to few regulations and is especially prevalent in
stores located near schools. Thus, research is needed to understand how these
messages affect youth. The addition of anti-smoking ads to a retail environment
had a significant impact on students’ perceptions and attitudes about smoking.
The students who saw stores with anti- and pro-smoking ads expected cigarettes
to be more difficult to obtain, believed fewer peers smoked, perceived less peer
approval for smoking, and evaluated teen smokers more negatively than other
students.Efforts to counter pro-tobacco influences and create a climate that
discourages youth from smoking would benefit from increasing the presence of
anti-smoking advertising in convenience stores.

 Journal of Marketing Resear examined in his research paper entitled American

Marketing AssociationThe authors examine the long-term effects of promotion
and advertising on consumers' brand choice behavior. They use 8 1/4 years of
panel data for a frequently purchased packaged good to address two questions:
(1) Do consumers' responses to marketing mix variables, such as price, change
over a long period of time? (2) If yes, are these changes associated with changes
in manufacturers' advertising and retailers' promotional policies? Using these
 results, the authors draw implications for manufacturers' pricing, advertising,
and promotion policies. The authors use a two-stage approach, which permits
them to assess the medium-term (quarterly) effects of advertising and promotion
as well as their long-term (i.e., over an infinite horizon) effects. Their results are
consistent with the hypotheses that consumers become more price and
promotion sensitive over time because of reduced advertising and increased
promotions.
 Wim Verbeke, and Ronald W. Ward examined in his research paper paper
investigates fresh meat consumption in Belgium during “1995” through the
specification of a three-equation almost ideal demand system (AIDS)
incorporating a media index of TV coverage and advertising expenditures as
explanatory variables. Estimated parameters and elasticity coefficients are
plausible and consistent with demand theory. Own-price elasticities are relatively
low, indicating a low fresh meat demand sensitivity to price changes over this
period which was dominated by mass media reports about the potential health
risks associated with meat consumption. The scope of the paper extends beyond
the estimation of elasticity coefficients and includes the specification of a media
index and simulations that provide insights into the impact of negative press
relative to advertising efforts. Specifically, the impact of television publicity is
shown to have been particularly negative on beef/veal expenditures in favour of
pork/mixture. This finding corroborates expectations since mass media issues
mainly pertained to BSE (mad cow disease) and hormone residues during the
investigated period. With relatively little effort being undertaken and with its
current strategy, fresh meat advertising is found to have only a minor impact
compared with negative press.

 John Lenz, Harry M. Kaiser, Chanjin Chung examined in his research paper
entitled “Economic analysis of generic milk advertising impacts on markets
in New York State” This article examines the responsiveness of fluid milk
sales to generic milk advertising in New York City, Albany, Syracuse,
Rochester, and Buffalo markets. Fluid milk demand equations for New York
City, Albany, Syracuse, Rochester, and Buffalo are estimated with monthly
data for the period from January 1986 through June 1995. The results
indicate that generic milk advertising is positive and statistically significant at
the 10% significance level in each market. The highest advertising elasticity is
in the Buffalo market, while the lowest is in Albany. The results also indicate
that blend prices in the two New York milk marketing orders increased by
 5.94 and 8.05 cents per cwt due to advertising, on average; while farmers
invested 3.89 and 4.87 cents per cwt (in 1986 dollars) in fluid milk advertising
for each market. A major policy implication is that New York dairy farmers
should consider some reallocation of advertising expenditures among
markets. © 1998 John Wiley & Sons, Inc.

 Hui-Shung Chang Visiting Assistant Professor, Henry W. Kinnucan Associate

Professor examined in his research paper entitled “Economic effects of an
advertising excise tax” Graphical analysis is used to demonstrate the effects
of an advertising excise tax on price, output, and welfare. Results indicate the
costs of advertising check-off programs in general are not borne entirely by
producers but rather are passed on in part to consumers in the form of
higher retail prices. Consequently, (a) estimates of producers' returns to
advertising that ignore the incidence of the advertising tax will be
understated, (b) the ability to shift the advertising tax gives producers an
added incentive to support check-off programs, and (c) because advertising
check-off programs affect consumer as well as producer surplus (i.e., have
social welfare implications) government oversight is warranted.

 Xavier Drèze and François-Xavier Hussherr examined in his research paper

entitled “Internet advertising: Is anybody watching?” Click-through rates are
still the de facto measure of Internet advertising effectiveness. Unfortunately,
click-through rates have plummeted. This decline prompts two critical
questions: (1) Why do banner ads seem to be ineffective and (2) what can
advertisers do to improve their effectiveness? To address these questions, we
utilized an eye-tracking device to investigate online surfers' attention to
online advertising. Then we conducted a large-scale survey of Internet users'
recall, recognition, and awareness of banner advertising. Our research
suggests that the reason why click-through rates are low is that surfers
actually avoid looking at banner ads during their online activities. This implies
that the larger part of a surfer's processing of banners will probably be done
at the pre-attentive level. If such is the case, click-through rate is an
ineffective measure of banner ad performance. Our research also shows that
banner ads do have an impact on traditional memory-based measure of
effectiveness. Thus, we claim that advertisers should rely more on traditional
brand equity measures such as brand awareness and advertising recall.
 RESEACH DESIGN

As this is an exploratory research, I have chosen the sampling method to

collect the data. The questionnaire method is used to collect the data from
different respondent. The various points are defined as under:-
1) Sample Unit:- an individual.
2) Sample Size:- the sample size is of 100 indivduals.
3) Sampling Technique:- the sampling technique used for selecting the sample is
convenient sampling.

After the collection of data statistical tools like mean, correlation wil be used
to draw out results.

RESEARCH METHODOLOGY

For this study data is collected from both kind of sources i.e. primary and
secondary. Following sources are used to collect the secondary data:-
 Internet
 Magzines
 News paper
To collect the primary data Questionnaire method is used. A set of question
has been prepared and distributed among the respondent and taken back
after they fill them. Data is edited and analysed later on to darw out the
results.
References:

1) www.google.com
2) Wikpedia
3) pediatrics.aappublications.org/