1

Final Project

Impact of TV advertisement on
consumers Behavior
Submitted by
Noman Ashraf
Mi08BBA 057
Instructor
Sir Fida Hussain Bukhari

Hailey College Of Banking and

Finance

ACKNOWLEDGEMENT
First of all I am thankful to Almighty Allah who in spite of all my
weaknesses enabled us to prepare this Project well in time.
I am also highly indebted to our devoted teacher Sir Fida Hussain
Bukhari

and other

respected teachers whom timely help and

guidance paved a way for us to complete a research on such a critical

and vast topic. It was surely their method of teaching & eagerness for
imparting knowledge that we did not find much difficulty to give ink to
our thoughts and information.
I am also thankful to staff of Marketing Media Network (Private)
Limited (an advertising agency) who helped me for providing me
relevant information regarding this project.
I am thankful to my parents for their moral support to accomplish
my BBA IRM program.
At the end I am also thankful to all those persons who extended
or offered to extend their help in order to complete this task.

IMPACT OF TV ADVERTISEMENT ON
CONSUMERS BEHAVIOUR

INTRODUCTION AND BACKGROUND

INTRODUCTION TO THE TOPIC

Newspapers and magazines, radio and T.V are vitally important
in the modern age for advertisement. It is these means of
communication which play an essential role in spreading culture. The
branch of knowledge, which deals with conveying thoughts to others
and explaining a certain point of view to them called communication.
Advertisement catches the public eye and inculcates an idea,
gets public attention, indicates a service or calls to an attraction. The
businessman uses the mass communication as a tool of popularizing
its commodities. By advertising certain items are introduced. People
watch them with interest and get the first hand information about the
utility of articles of use.
Consumer is a person who enjoys final use of an economic good
or service. Consumer behaviour refers to the buying behaviour of final
consumer individuals and households who buy goods and services. All
of these final consumers combined to make up the consumer market.
Individual consumers display different characteristic in searching and
evaluating products and services. Consumers are not alike nor do they
wish to use indentical products that everyone else uses. Consumers try
to search those products which closely reflect their ideas, wishes,
personalities and life styles. The consumer process information
obtained by different sources and then choose the best alternative
brand. The major, sources of information are advertisements, mass

5
media, articles personal sources (family, friends or neighbours). The
relative influence of these information sources varies with the product
and consumer.
The marketplace information system can be viewed in a
simplified perspective as having two components advertisers and
consumers. Matching of advertisers and consumes is based on
information. Yet, market does not exhibit a "perfect" matching of
buyers and sellers by objective standards. Hundreds of new products
fail each year. Several possibilities exist.
1)

Advertisers are not transmitting enough information

2)

Advertisers are transmitting wrong information

3)

Consumers do not seek out sufficient information

4)

Consumers make poor decisions even when given adequate

information.
The information transmitted by advertisers is often of a
persuasive nature. Since all advertisers attempt to present their
products or services in the most favourable manners. The information
transmitted will not be perfectly objective. Six major factors account
for much of the information seeking ability. Perceived risk, novelty,
greater differences in product alternatives greater product importance,
degree of confidence and the need to replace an essential product. A
consumer proceed smoothly from need recognition, to information
acquisition, to purchase. The consumer's ability to process information
is also imperfect. Consumer behaviour is aptly described in March &
Simon's concept of "bombed rationality":
"Faced with a very complex environment and limited resources (time,
money, cognitive capabilities) consumes attempt to resolve buying
problems in ways that are satisfactory rather than optimal. In Banner's
view of consumer behaviour "consumers characteristically develop
decision strategies and ways of reducing risk that enable them to act
with relative confidence and ease in situations where there information

6
is inadequate and the consequences of their actions are in some
meaningful sense incalculable".
Hawkins et al suggests that buyers can be classified into three
groups in terms of their search they engage in before making a major
durable change.
1.

Non-searchers. They conduct little or no search prior to purchase.

(60%)

2.

Searchers. They are thought and balanced in that they collect

data from about three sources and visit about four stores (30%).

3.

Intended information searcher.

They acquire large amount of information over a period of time

(10%)
There are many conflicting views of how information can
influence a purchase decision. Influence process occurs through
interaction of cognitive affective and coactive elements.
The

cognitive

components

includes

attention,

awareness,

comprehension, learning, interest and beliefs, the affective component

is concerned with interest, feeling and evaluation, the coactive factor
deals with intentions to behave in a particular way - trail, action and
adoption.
ROLES

OF

ADVERTISING

FOR

IMPACT

ON

CONSUMER

BEHAVIOUR
Advertising can also be explained in terms of the roles it plays in
business and in society. Four different roles have been identified for
advertising:
The Marketing Role
Marketing is the strategic process a business uses to satisfy
consumer needs and wants through goods and services. The particular
consumers at whom the company directs its marketing effort
constitute the target market. The tools available to marketing include
the product, its price, and the means used to deliver the product, or

7
the place. Marketing also includes a mechanism for communicating
this

information

to

the

consumer,

which

is

called

marketing

communication, or promotion. These four tools are collectively referred

to as the marketing mix or the 4 Ps. Marketing communication is
further broken down into four related communication techniques:
advertising, sales promotion, public relations, and personal selling.
Thus advertising is only one element in a company's overall marketing
communication program, although it is the most visible.
The Communication Role
Advertising is a form of mass communication. It transmits
different types of market information to match buyers and sellers in
the marketplace. Advertising both informs and transforms the product
by creating an image that goes beyond straightforward facts.
The Economic Role
The two major schools of thought concerning the effects of
advertising on the economy are the market power school and the
market competition school. According to the market power school,
advertising is a persuasive communication tool used by marketers to
distract consumer's attention from the price of the product. In contrast,
the market competition school sees advertising as a source of
information that increases consumer's price sensitivity and stimulates
competition.
The Societal Role
Advertising tends to flourish in societies that enjoy some level of
economic abundance, that is, in which supply exceeds demand. It is at
this point that advertising moves from being a simple informational
service (telling consumers where they can find the product) to being a
message designated to create a demand for a particular brand.
Critics argue that advertising has repeatedly crossed this line
and has evolved into an instrument of social control. Although these
concerns are not new, the increasing power of advertising, both in

8
terms of money (we spend more annually educating consumers than
we spend educating our children) and in terms of communication
dominance (the mass media can no longer survive without advertising
support), has made these concerns more prominent than ever.
Although certain groups of people, such as young children, the
less educated, and the elderly, might be more susceptible to certain
kinds of advertising, it is hard to conclude that a particular ad or series
of ads caused, tricked, or coerced anyone into making a particular
buying decision. There is no solid evidence for the manipular buying
decision. There is no solid evidence for the manipulative power of
advertising because so many other factors contribute to the choices
we make. Although advertising does attempt to persuade, most people
are aware that advertisers are biased in favor of their own products
and learn how to handle persuasive advertising in their daily lives.
CURRENT

SCENARIO

OF

ADVERTISING

FOR

IMPACT

ON

CONSUMER BEHAVIOUR
TASTE AND ADVERTISING
We all have our own ideas as to what constitutes good taste.
Unfortunately, because these ideas vary so much, creating general
guidelines for good taste in advertising is difficult. Different things
offend different people. What is in good taste to some people is
objectionable to others. For example, there are a great many people
who like the Benetton ads and find them tasteful. The same is true with
another product category-designer jeans. Calvin Klein ads have
become famous for their provocative appeals. In one Vanity Fair issue,
there was a 116-page insert sponsored by Klein. It began with a
photograph of a beautiful young male torso who is rubbing his soakin
wet Calvins against his crotch. Altogether, we get four nudes of him
under the water in the white-tiled stall. Although individuals in the 1624 age group find such ads exciting and appealing, most older
consumers view them with dismay.

9
Product Categories and Taste
One dimension of the taste issue concerns the product itself.
Television advertising for certain products, such as designer jeans,
pantyhose, bras and girdles, laxatives, and feminine hygiene aids,
produces higher levels of distaste than do ads for other product
categories. The fact that television has the ability to bring a
spokesperson into our living rooms to "talk" to us about such
"unmentionables" embarrasses many people, who then complain that
the advertisements are distasteful. Although certain ads might be in
bad taste in any circumstances, viewer reactions are affected by such
factors as sensitivity to the product category, the time the message is
received (for example, in the middle of dinner), and whether the
person is alone or with others when viewing the message. There is also
the issue of matching questionable ads with certain media or
programs. Parents, for example, may object to a racy ad in sports
illustrated or one that is seen by children in a prime-time family
program. In addition, taste changes over time. What is offensive today
may not be considered offensive in the future. In 1919 a Ladies Home
Journal deodorant advertisement that asked the question, "Are you one
of the many women who are troubled with excessive perspiration?"
was so controversial that 200 readers immediately canceled their
subscriptions. By today's standards that advertisement seems pretty
tame.
Current Issues
Today's questions of taste center around the use of sexual
innuendo, nudity, and violence. Although the use of sex in advertising
is not new, the blatancy of its use is. The fashion industry has often
been criticized for its liberal use of sex in advertising. There are
experts in the fashion industry who feel that outrageous ads are
necessary in order to appeal to the MTV generation. In response to the
Calvin Klein insert discussed earlier, Larry Burstein, publisher of Elle,

1
had the following to say: 'Maybe it is a trend. I think people are trying
very hard to come up time new ways of talking to their audiences...If
people aren't getting what they want by doing things as usual, they're
going to look for new and interesting ways to make things happen.
"Carl Partale, publisher of Harper's Bazaar, added, "What this does is
force guys like me to try to drink of alternative methods to get [fashion
and cosmetic marketers] to stand out." The fashion industry is also a
leader in the use of infomercials, which are 30-or 60-minute ad
programs. There are certainly consumers who find this program format
objectionable as well, seeing it as an attempt to fool the consumer.
It is to the advantage of the advertiser to be aware of current
standards of taste. The safest way to make sure that you are not over
looking some part of the message that could be offensive is to pretest
the advertisement. Pretest feedback should minimize the chances of
producing distasteful advertising.
Women in Advertisements
The portrayal of women in advertisements has received much
attention over the years. Initially, critics complained that ads showed
women as preoccupied with beauty, household duties, and
motherhood. Advertising executives were accused of viewing women as
zealous homemakers who were
In endless pursuit of antiseptic cleanliness. Television ads for
Lysol, Spice and Span, and Lemon Pledge, for example, show these
ladies frantically spraying and polishing everything in sight-from
refrigerator doors to dining-room tables to kitchen floors
The challenge facing advertisers today is to portray woman
realistically, in diverse roles, without alienating any segment of
women. Experts agree that today's woman wants to see women
portrayed with a new freedom, but also as mature, intelligent people
with varied interests and abilities.
Racial and Ethnic Stereotypes
Racial

and

ethnic

groups

also

complain

of

stereotyping

advertising. The root of most complaints is that certain groups are

1
shown in subservient, unflattering ways. Many times minorities are the
basis of a joke or, alternatively, consigned to a spot in the background.
There is also the suggestion that advertising perpetuates some of the
myths associated with certain minorities.
Other critics complain about under representation of minorities in
advertisements. A review of magazine and television advertising
determined that blacks account for between 2 and 6 percent of models
in print ads and about 13 percent in television advertisements. (Blacks
constitute about 13 percent of the total U.S. population.)
Senior Citizens
Another group frequently mentioned with regard to stereotyping
is senior citizens, a growing segment of the population with increasing
disposable income. Critics often object to the use of older people in
roles that portray them as slow, senile, and full of afflictions. Although
Clara Peller achieved success in the Wendy's hamburger commercials,
some critics charged that these ads were too cutesy. Others were
offended by the shrill "Where's the beef?" and felt that the tone of the
commercial portrayed older people as hard to get along with,
obstinate, and unattractive.
ADVERTISING TO CHILDREN
Advertising to children was one of the most controversial topics
of the 1970s and led to a regulatory policy for the industry. In 1977
experts estimated that the average child watched more than 1,300
hours of television annually, which resulted in exposure to over 20,000
commercials. Proponents of regulating children's advertising were
concerned that children did not possess the skills necessary to
evaluate advertising messages and to make purchase decisions. They
also thought that certain advertising techniques and strategies
appropriate for adults were confusing or misleading to children. Two
groups in particular, Action for Children's Television (ACT) and the

1
Center for Science in the Public Interest (CSPI), petitioned the FTC to
evaluate the situation.
ADVERTISING CONTROVERSIAL PRODUCTS
Alcohol and Tobacco
One of the most heated advertising issues in recent years is the
proposed restrictions on advertising such product categories as alcohol
and tobacco. Restrictions on products thought to be unhealthy or
unsafe are not new. Cigarette advertising on television and radio had
been banned since January 1, 1971. In 1987 the issue was the
advisability of a total ban of every form of media advertising of tobacco
and alcohol products. A 1986 Tobacco-I Ree Young American Project
poll of 1,025 Americans-70 percent nonsmokers and 30 percent
smokers-found that most respondents favored tougher restrictions on
public smoking and tobacco-related promotional activities.
Proponents of such a ban argued that advertising tobacco or
alcohol products might result in sickness, injury, or death for the use
and possibly others. Restricting advertising of those products would
result in fewer sales of the products and consequently would reduce
their unhealthy effects.
The outcome of the proposed advertising bans has far-reaching
implications for advertisers, advertising agencies, and the general
public.

For

example,

magazine

publishers

could

be

financially

devastated if print tobacco ads were banned. According to one report,

as many as 165 magazines would fold without tobacco advertising
SUBLIMINAL ADVERTISING
Generally when we think of messages we consider symbols that
are consciously seen and heard. However, it is possible to transmit
symbols in a manner that puts them below the threshold of normal
perception. These kinds of messages are termed subliminal. A
subliminal message is one that is transmitted in such a way that the

1
receiver is not consciously aware of receiving it. This usually means
that the symbols are too faint or too brief to be clearly recognized. The
furor over subliminal perception began with a 1958 study by James
Vicary in a movie theater in Fort Lee, New Jersey, where the words
"Drink Coke" and "Eat Popcorn" were flashed on the screen, allegedly
resulting in increased sales of popcorn and Coke.
Nonetheless, many people still believe subliminal advertising is
used frequently, widely, and successfully. Little evidence exists to
support this belief, however. A survey of advertising agency art
directors found that over 90 percent claimed no personal knowledge of
the use of subliminal advertising. Timothy Moore concluded after his
overview of the subliminal area, "In general, the literature on
subliminal perception shows that the most clearly documented effects
are obtained in only highly contrived and artificial situations. These
effects, when present, are brief and of small magnitude. These
processes have no apparent relevance to the goals of advertising."

STATEMENT OF THE PROBLEM

Commercials are shown on TV a good advertisement is the one
which leaves a positive effect on its viewers. If the advertisements are
good then they will become a point of attraction for people and
consequently people will try to do shopping according to these
advertisements. Advertisements about things of daily use such as tea
are repeated constantly so that they are thoroughly reminded.
Advertisements are important for both the industrial as well as for the
consumers.

OBJECTIVES OF THE STUDY

1.

To study the relationship between commercial (advertisement) of

tea products and its adoption.

2.

To study the relationship between frequency of commercial

(advertisement) and its impact on final purchase of tea.

3.

To study how advertising budget and sales of the products are

correlated.

4.

How media is helpful in advertising effectiveness?

SIGNIFICANCE OF STUDY
The brand image

and consumer's perception

are greatly

influenced by the commercial (advertising). An ineffective advertising

strategy can result in a considerable decrease in market share. For
developing effective advertising, it is important to study minutely each
and every characteristic of consumer behaviour, the needs and want of
consumers

should

also

be

clearly

identified.

Hence,

consumer

behaviour plays a key role in the success and failure of an

advertisement.
Advertising is often an important factor in building satisfaction is
the consumer's mind. It helps to interpret the want satisfying
characteristics of product. Consumer orientation is important in all
aspects of marketing and advertising. Advertising tells the consumer
what's available, offers a parade of suggestions on how he may spend
his money gives the freedom to accept or reject these options as he
wishes

SCOPE OF TOPIC AND ADVERTISING

TOPIC SCOPE
Television advertising offers the benefit of reaching large numbers in a
single exposure. Yet because it is a mass medium capable of being
seen by nearly anyone, television lacks the ability to deliver an
advertisement to highly targeted customers compared to other media

1
outlets. Television networks are attempting to improve their targeting
efforts. In particular, networks operating in the pay-to-access arena,
such as those with channels on cable and satellite television, are
introducing more narrowly themed programming (i.e., TV shows geared
to specific interest groups) designed to appeal to selective audiences.
However, television remains an option that is best for products that
targeted to a broad market.
SCOPE OF TV COMMERCIALS
NEW AWARENESS CAMPAIGN FOR SCOPE
Scope is about to unveil a new and exciting television commercial
entitled Stop the Noise.
Recently shot at Box Hill Station - thanks to the support of Connex - it
features popular music and an innovative approach for maximum
effect. "The message is see the person, not the disability," said Vici
Funnell, Chief Executive Officer of Scope. "The concept confronts prejudgements often made against people with disability, and aims to
promote greater understanding of the individuality of people with
disability."
Scope focuses on overcoming the personal, structural and attitudinal
barriers that can prevent people with disability from participating in
their community. Other notable Scope commercials produced free by
the Leo Burnett agency have been past finalists and award winners
with the prestigious Melbourne Art Director Awards, including Palm
Reader (Finalist 2001, television commercial) and John (Bronze Award
2001, radio commercial).

1
THE SCOPE OF ADVERTISING: FROM LOCAL TO GLOBAL
The organizations in advertising
Advertisers (or clients) - companies that advertise themselves and
their products
Advertising agencies - companies that plan create and prepare
client's ad campaigns and promotional materials
Suppliers - includes the photographers, illustrators, printers, digital
service bureaus, color film separators, video production houses, and
others who assist both advertisers and agencies in preparing
advertising materials. Also includes consultants, research firms, and
other professional services that work with both advertisers and
agencies.
Media - companies that sell time (electronic media) and space (print
media) to carry the advertiser's message to the target audience.
The people in advertising
When people think of advertising, they imagine the copywriters and art
directors who work for ad agencies, but the majority of people in
advertising are employed by the advertisers.
Many people are involved in a company's advertising function.
Advertisers are a diverse group ranging small, mom-and-pop retail
stores to huge conglomerates.
How National and Local Advertisers Differ
The basic principles remain the same for both national and local
advertisers,

but

local

advertisers

have

special

challenges

stemming from the day-to-day realities of running a small

business. Hence, national and local advertisers differ in:
Focus

1
National advertisers
focus on building brands (ads focus on competitive features).
Compete with only a few others for large market shares
Plan strategically to launch, build, and sustain brands
Marketing executive rarely see customers, they think in terms of large
groups (segments, niches, target markets) and design ads to speak to
these markets, getting feedback via customer complaint lines, etc.
Local merchants
Plan short-term tactics, rather than strategy (Stay open Labor Day?
Buy a new sign?)
Local advertisers see their customers and interact with them in
nonbusiness ways getting feedback every day.
Time orientation
National advertisers think long-term (five-year plans, etc.)
Local advertisers are week-to-week planners.
Resources
National advertisers have big budgets and large man power.
Local advertisers have small budgets and small man power.
In large companies many people are involved in the advertising
function.
Multinational corporations usually exert strong centralized control
Multinational corporations that use a "standardized approach" to
marketing and advertising are global marketers.
Companies

must

research

extensively

before

attempting

global

advertising. They must first be able to answer "yes" to the following

questions:
Has each country's market for the product developed in the same way?
Are the targets similar in different nations?
Do consumers share the same wants and needs?

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Success in global advertising is knowing how to tap into basic human
emotions and uncover the universal appeals that don't depend solely
on language.

LITERATURE REVIEW

Many researchers have done research on the impact of

advertisement of any product through Newspaper, TV and Journal on
consumer. These researches may be classified as:
A relatively ideal type of situation may be created by the
researchers in the experimental type. To see the response of
consumers, try to see the effect of an advertisement by exposing it to
the consumers and watch out if the consumers have acted in some
other way than the one when that particular advertisement of that
product was not running.
On the other hand survey method is relatively simple and
commonly used by the researchers. They usually follow this method to
study the changing attitude of consumers towards different products
before and after the advertising of the products i.e. get influenced by
certain advertisements and under that influence buying it.
But it should be said that in both the cases the aim is the same,
i.e. to see the impact of advertisement through Newspaper, TV and
Journal on consumer.
All the previous researches exhibited that there was a positive
relationship between the Independent variable advertisements through
T.V) and dependent variable (adoption of the product). It showed that
advertisement

has

great

influence

on

consumer

behaviour.

Advertisement addicts as a force and influences the consumer

behaviour.

2
In this section, researcher has presented the documentation of a
comprehensive review of published work from secondary sources of
data.
The impact of advertisements on consumer behaviour has often
been the focus of many researches. A study was conducted in 1958, by
Thomas and Evans manufacturer of Corona soft drink put into highly
competitive soft drink market a new Corona branded product line
named Tango. Although it had been on the market under the name of
Corona whole orange but it had never been advertised intensively. The
campaign was launched in 1958. Nearly 60 percent of the total
advertising was allocated to television. Television advertising consisted
of 15-30 seconds spots shown during peak time or children's
programme. They were televised 6-7 times a week during the
beginning of the campaign and 3 or 4 times a week in the later stages.
In July 1958, the sales was increased by 270 percent than in 1957.
In 1958, Coca Cola company made a marketing blunder. Coca
Cola introduced New Coke with advertising messages "don't mess with
Mother Coke". The old Cola drinkers didn't like this new coke.
After three months, Coca Cola company brought old coke back
with Coke Classic. New ads with the message "Great Cola taste" were
launched. In 1992, Pepsi was still leading with 2 percent market share.
Coca Cola didn't explore consumer's feeling about old coke. Research
revealed that coke stands as institution for Americans. The advertising
message "Don't mess with Mother Coke" damaged their perception
about the product and Coca Cola has to bear a heavy loss because of
wrong advertising strategy.1
A study was conducted by Miss Phyllis George to explain the
relationship of advertising and brand awareness. KFC introduced a new
product chicken by George, in state of Kentucky in 1989. A $10 million
advertising campaign was launched. Local exposure during the telecast
1

Philip Kotler (1993), 382

2
of the ad increased brand awareness among consumers. Within three
months, the sales of chicken by George reached the target of $50
million.
The

Energizer

alkine

battery

(1990)

introduced

the

advertising campaign in 1990s, drum beating bunny. This campaign

increased brand awareness among consumers 49 percent, sales also
increased to double of sales before launching the campaign. This
bunny campaign has also helped Energizer manufacturers to improve
its trade relations.2
Robert Stone (1999), Chairman E Meritus Stone & Adler, Inc.
who is another of successful Direct Marketing Methods, wrote an article
in book advertising about direct response advertising. Direct response
advertising means the advertising used to get information for
salespeople for dealer, and for retail stores. This type of advertising
has created a new media with different objectives from general
advertising. The media buyer is more interested in responses per
commercial than reach when buying broad cast time, he prefers off
time at lower rates to prime time at higher rates.
Louis J. Haugh (2002) Senior Vice President wrote a column on
sales promotion in advertising age. He stated that compbell soup
company, has taken his message to heart and had built successful
franchise for its V-8 and Chunky soup brand. Compbell for its flagship
business Red and White condensed soup the company boosted the
advertising and cut trade dealing moving from 60%-40%, promotion to
advertising 30-70% ratio. According to the company "we computated a
major peak season trade promotion on one of our leading brands. It
hemorrhaged for a few months but today its healthier than ever,
humming along on diet rich in advertising but lender in dealing".
With Perception Research Services, Louis tracked eye movements
of both straight sell ads and promotion advertising had a favourable
2

Marketing an introduction (1990) Philip Kotler, Gary Armstrong, 312

2
impact on image of the brand involved as a result of seeing the
promotion offers.
Consumers reported their opinion improved 8-9 percent points
after having seen the promotion has as compared to those who saw
only brand sell ads..
Advertising effect on demand can be well illustrated by Borden's
(1980) conclusion.
"So far as primary demand is concerned from the many cases
analysed and from the industry studies, one clear and important
generalization can be clearly made, namely, the basic trends of
demand for products, which are determined by underlying social and
environmental conditions are more significant is determining the
expansion and contraction of primary demand than is the use or lack
or use of advertising. Advertising that is best suited for these social
and environmental condition will facilitate the increase in demand.
To sum up, we can conclude that advertising informs consumers
about product attributes and does not change the way they value
these attributes. Consumers become more price sensitive and buy best
"value". Because of advertising consumers can compare competitive
offerings easily and competitive rivalry is increased. More informed
consumers put pressure on firms to reduce prices.
adequate longitudinal data sources that could be used for time-seriesbased studies.
In an attempt to address limitations, Dekimpe and Hanssens (1995a)
devised a marketing-persistence model to examine advertising, sales,
and gross margin data for a 76-month period from a large homeimprovement chain. They concluded that the "net effect shows that
current advertising investments result in a positive dollar inflow in the
long run" (p. 14).

2
The literature on advertising and consumer behavior has
long suggested that consumers' processes in receiving, using, and
retaining advertising information to assist their purchase decision
making is very different for high- and low-involvement products (Assael
1998; Bloch 1982; Bowen and Chaffee 1974; Duncan 2002; Krugman
1965; Muehling, Laczniak, and Andrews 1993; O'Cass 2000; Shimp
2000; Slama and Tashchian 1987; Vaughn 1980, 1986; Zaichkowsky
1986). Relevant to this study is the view that consumers are generally
more highly involved and selective when making a purchase of durable
goods than when purchasing nondurables because they are more
concerned about reducing risk when purchasing durables. As a result,
advertising tends to create a long "memory" effect in the minds of
buyers because "thinking" is the key element in the hierarchy of
effects3. Consequently, consumers are supposed to remember past
advertising and develop "goodwill" toward the advertised brands if
their experience with the b rand has been positive 4. It has also been
suggested that the dynamic impact of advertising on sales can work
indirectly

through

purchase

reinforcement:

Advertising

gives

consumers an incentive to make both an initial purchase and

repurchase5. Thus, buyers tend to stick to the brands they have
purchased before.

Vaughn 1980
Givon and Horsky 1990
5 Horsky and Simon 1983
3
4

THEORETICAL FRAMEWORK
Theoretical frame of reference allows the researcher to deduce
logical proportions or hypothesis that can be tested by acceptable
design. It also explains and predicts the phenomenon in questions.
Theoretical framework provides particular direction and guidance to
specific inquiry and specifies the area of study. It provides the purpose,
framework and basis to conduct the research.
DESCRIPTION OF THEORY:
The whole process through which consumers pass from getting
information about a product to its final adoption is called adoption
process.
According to psychologists the adoption process is the relatively
lasting change in response to a stimulus. Reception of subsequent
stimuli by consumers is expected to result in a more or less permanent
change in the individual's attitude and behaviour. Thus advertising acts
as a stimulus and the consumers respond by deciding to buy the
advertised brand after a lengthy process of adoption. The adoption
process as explained by Rogers (1962: 81) encompasses over fine
arbitrary psychological stages.
The assumption, made is that consumers pass through five
stages in arriving at a decision to purchase of reject a new product.
These stages are:
1.

Awareness

2.

Interest

3.

Evaluation

4.

Trial

2
5.

Adoption
The number of stages in the adoption process in not fixed. More

and fewer stages may be postulated but the five stages as stated are
selected to make the concept clear to understand.

1.

AWARENESS STAGE
At the awareness stage, the individual is made aware of an

innovation but lacks complete information about it and is not

enthusiastic about it in acquiring further information.
2.

INTEREST STAGE
During the stage consumer seeks additional information about

the new idea. The consumer in favour of the idea in general way but he
hasn't applied the new idea to his own situation.
3.

EVALUATION STAGE
In this stage the individual thinks about the innovation in terms

of his present and future requirements and decides whether try it or

not.
4.

TRIAL STAGE
At the trial stage the individual uses the innovation on a small

scale to determine its use to his own situation.

5.

ADOPTION STAGE
At the adoption stage the individual decide to continue full use of

innovation. Adoption means the continued use of the innovation.

HYPOTHESIS DERIVED FROM THIS THEORY
It is assumed that there is a strong relationship between the two
variables, T.V. advertisement of a product and the adoption of that
product, so the present hypothesis is "The greater the reinforcement
provided by the T.V. Advertisement of a product the greater the
adoption of that product.

2
DEFINING THE VARIABLES
Variables of present research are T.V. advertisement and
adoption of the product.
T.V. advertisement:
It is independent variable. It has great impact on consumers
moreover it is considered as a source of preliminary information about
the new product.

Adoption of the Product:

It is dependent variable. Consumers adopt the particular product
after influenced by the reinforcement provided by T.V. advertisement.
THEORETICAL FRAMEWORK OF PRESENT SITUATION
The theoretical framework is the foundation on which the entire
research thesis is based. It is logically developed, described and
elaborated network of association among variables that have been
identified through such processes as interviews, observation and
literature surveys.
Advertising

is

the

paid,

non-personal

communication

of

information about products or ideas by an identified sponsor through

the mass media in an effort to persuade or influence behaviour.
Advertising is non-personal because it is directed to group of
people rather than to specific individuals. Advertising communicates
information about products or ideas. The information is intended to
persuade or influence people to buy a particular product. Most
television commercials, newspaper ads, billboards and ratio. The work
of four district players in to the influence the behaviour of consumers
so that there is an increase in the sale. Influence refers to the change

2
in behaviours of consumers after watching ads. The change is in the
direction acception of the product being advertised.
In advertising communication has a specific purpose:
1.

To send a message that will inform and persuade customers.

2.

To take some action i.e buying a product. The process of sending

promotional messages to various audiences is called marketing
communication. When successful, a continum from awareness to
satisfaction in six phases that involves the communication
process just described.
The process through which an individual passes from first

learning about an innovation to final adoption and adoption as the

decision by an individual to become a regular user of the product. It
can be traced from the learning theories of psychologists as the
relatively enduring change in response to a stimulates. The six stages
of product adoption are:
1.

Awareness
Advertisements aware of the audience about the new products

which you have introduced recently.

2.

Comprehension
By advertisements the potential customers can understand the

product's features and benefits.

3.

Acceptance
The

third

phase

is

the

acceptance.

By

advertisements

perspective customers can decide whether the product can meet the
needs of customers.
4.

Preference
Then the preference phase comes in this ads offer a compelling

reason for people to buy the product as it is better than other.

5.

Ownership

2
The one element of advertising known as the call to action
motivates people to actually buy your product.
6.

Reinforcement
By using advertisements bolster the customers' sense of

satisfaction about the action or purchase.

Continued

reinforcement

of

this

response

by

subsequent

stimulate is expected to result in a more or less permanent change in

the individual's attitude and behaviour. Advertisements acts as
stimulus and the adoption of advertised brand is the response to that
stimulus. Consumers go through the advertisements and decide to buy
that product after passing through a lengthy process of adoption.
Psychological factors influencing demand of products
A persons buying choices are also influenced by four major
psychological factors: motivation, perception, learning, belief and
attitude.
Motivation
A person has many needs at any given time. Some are biological,
arising from the states of tension such as hunger and thirst or
discomfort. Others are psychological factors such as need for
recognition, esteem or belonging. Motivation can be defined as:
"A force that sufficiently presses to direct the person to seek
satisfaction".
Perception
Perception is a process by which people select, organize, and
interpret information to form a meaningful picture of world.
Two people have same motivation and in the same situation may
act differently because of their perception.
Learning
Learning can be defined as:

3
"Changes in an individual's behaviour arising from experience.
Learning occurs

through

the interplay

of drives, stimuli,

cues

responses, and reinforcement.

The practical significance of learning is that marketers can build
up demand for a product by associating it with strong drives, using
motivating cues and providing positive reinforcement.
Beliefs and attitudes
A belief is a "descriptive thought that a person has about
something. Marketers are interested in the beliefs that people
formulate about specific products and services. These beliefs make up
product and brand image. If beliefs are wrong then marketers have to
launch a campaign to correct them.
"A person's consistently favourable or unfavourable, evaluations,
feelings and tendencies towards an object or idea.
A company usually try to fit its products into existing attitudes
rather than try to change them.
The person's choice is the result of complex interplay of cultural,
social, personal, and psychological factors. They are useful in
identifying interested and in shaping products and appeals to better
serve their needs.

OPERATIONALIZATION
Reinforcement is something designed to provide additional
strength. Reinforcement is operationalized as strength or force
provided through T.V. for the popularization of a product in the form of
repeated advertisement. The indicators of reinforcement (independent
variable) are as follows:
1.

Frequency of Commercials Appearance on T.V.

2.

Duration of advertisements.
"Adoption is a mental process through which an individual passes

from first hearing about a new idea to its final adoption" (Rogers,
1966:80). Adoption is operationalized as a state when a product on
item is put into regular use, if the consumer and consumee feels
contentment with the product. The indicators of adoption (dependent
variable) are as follows.
1.

Use

2.

Duration of its past use.

3.

Satisfaction about the product.

Operationalization of Hypothesis
Re-inforcement means make stronger by adding material i.e by
advertising are add the more materials to the product. You can say the
extra strengths. For purpose of this study in a broad perspective, it
refers to the process of increasing the strength of a learned habit or
response. Reinforcement provided through the advertisements is to
strengthen a desired mode of behaviour.
Adoption is the dependent variable in this hypothesis adoption
means to adopt the new product. If reinforcement increases then the

3
adoption also increase. Both will more in the positive direction. If
reinforcement by advertisements will decrease then the adoption ratio
will also decrease.

Indicators of independent variables

I observed the indicators of independent variable which may
cause a change in the dependent variables. The indicators of
reinforcement in the advertisements are as follows:
1.

Frequency of advertisements
The number of times the advertisement shown e.g if T.V ads will

have shown as the T.V a large number of times it would be greater

reinforcement.
2.

Intensity of advertisement
This

means

the

more

intense

the

ads

the

greater

the

reinforcement. e.g A loud noise, strong odour or bright light will be

noticed more than a soft sound, weak odor or dim light etc. Advertisers
trying to create a unique image for a product which is undifferentiated
from its competitors such as tea rely heavily on repetitions advertising.
Contrast
Contrast principle must be followed in the advertisements
because it creates more reinforcement. e.g contrast colour should be
used as they are more attractive.
Motion
Motion principle say that people will pay more attention to
moving objects in their field of vision than the stationery objects.
Advertisers capitalize on this principle by creating signs which
incorporate moving arts.
Size

3
Size also affects the re-inforcement. Larger the size, greater will
be the reinforcement. In advertising a full page spread is more
attention-getting than a few lines in the classified section.
The basic informational functions of advertising
When new product is introduced the marketplace, there is
usually an initial burst of advertising. The advertising usually indicates
that the new product is available tells something about its unique
features and indicates from where it may be purchased. This is a
typical precipitation function. Precipitation induces consumers to move
from a state of indecision tone where purchase of a particular brand is
a definite possibility. Persuasion is seen as the mechanism by which
advertising actually includes purchase. By using appeals to basic
emotions such as love, late, fear or need for self-esteem or appeal to
reason it attempts to develop sales.
The reinforcement mechanism provides information that will legitimize
previous choices. Information is given that indicates the wisdom of the
existing choices or validates a previous decision to reject a particular
product. Remainder mechanism is said to act a triggering are for
habitual

brand

behaviour

(brand

loyalty)

learned

from

prior

experiences and exposure to information when products are purchased

frequently. Customers need to be reminded about a particular brand
because of many conflicting messages they will hear about completing
brands. The fig demonstrates the sequential nature of the four
advertising mechanisms. It is hypothesized that consumers move
through these four mechanisms in making initial purchases.
Fig show sheth model of advertising mechanism. Accounting to sheth
there are five basic sources of getting information. These include both
internal and external sources, available to consumers.
1.

Memory of past searches, personal experiences, and low

involvement learning (internal information).

3
2.

Market-dominated sources such as advertising, personal selling

etc.

3.

Consumer dominated sources such as family and friends.

4.

Experimental sources such as inspection or product trial.

Information sources for a purchase decision

Information sources
Internal
Information

External
Information

Actively
acquired

Passive
acquired

Actively
acquired

Past
searches

Personal
experience

Low
involvement
learning

experimental

Independent

Personal

Marketers

groups

contacts

information

Source: Adapted from journal of consumer research, June 1981 P.12.

Research on the diffusion of information indicates that there is a
tendency of buyers of new and high involvement products to prefer
consumer dominated sources. These multiple information sources are
complementary rather than competitive and their use depends upon
the situation in which consumer find herself or himself.

Advertising and Media

Media department has its own language which helps to develop
precision in planning and buying. There are two basic terms (i) Reach.
(ii) Frequency
i)

Reach can be defined as the percent of the defined target market

that is exposed to the message at least once during the servant
time period.
To plan most effectively, reach should use target market as base.

3
ii)

Frequency is concerned with the average number of exposures

received by target market. Another key variable is the quality of
audience. Reach for an advertisement is different for different
demographic groups.

Media characteristics
Basic characteristics of media can be compared as:
1)

Selectivity
This quality may be viewed as medium's ability to reach (1) a

specific geographic area such as city, region (2) specific classes of

people who possess certain common traits.
2)

Penetration and coverage

Penetration describes the size of audience claimed by a

particular medium. For example, 80 million household in Lahore have

78.5 million television sets the penetration of T.V is 98:1 percent.
Coverage is used to assess the ability of a medium to reach a certain
percentage of home in a given area.
Editorial environment
A big advantage of media is the nature of information or
entertainment material that surrounds the advertising. This quality is
called editorial environment.
The advertisers welcome to place a message in the medium that
is prestigious, or authoritative or respected for its integrity.
Flexibility The speed and ease with which an ad can be placed in
medium changed or deleted.
The commonly used media are newspapers, T.V, magazines, and
radio etc.

DATA ANALYSIS, INTERPRETATIONS AND

GRAPHICAL REPRESENTATION

The study is particular about the relationship between TV

advertisement and the adoption of the product. There is also general
information about the sample by which one can analyze the effects of
other variable on the adoption of the product. The brief study of the
research findings of the sample includes education, income, family
system, age, T.V. commercials etc.

Table # 1

Age distribution of respondents

Age (in years)

Frequency/Percentage

Under 25

25

26-35

33

36-45

22

46-55

15

56 & Above

Total

100

Comments
Table 1 indicates that most of the respondents were in the age
group of 26-35 years. (33%) and the lowest number of respondents
were in the age group of 56 & above (5%).

Fig # 1

AGE DISTRIBUTION OF RESPONDENTS

Table # 2

Distribution of the Respondents According to Their education

Education
Any other

Frequency/Percentage
13

Matric
Inter

35
28

Degree

17

Masters

Total

100

Comments
Table 2 indicates that almost all the respondents were literate.
Only a very small portion of the respondents (13%) were illiterate. Most
of the respondents were in the group of Matric (35%) and lowest
literate respondents were in the group of Masters (7 %).

Fig # 2

Distribution of the Respondents According to Their education

Table # 3

Income distraction of the respondents

Income (Rupees/Month)

Frequency/Percentage

Less than 2000

16

2000 to 4999

20

5000 to 9999

30

10000 to 19999

26

20000 & Above

Total

100

Comments
Table 3 indicates that most of the respondents belong to the
category of 5000-9999 (38%) and lowest no. of respondents were in
the group of 20,000 & above (8%)

Fig # 3

Income distraction of the respondents

Table # 4

Brand of Tea used by respondents

Brand

Frequency/Percentage

Lipton

48

Brooke Bond

43

Any other

Total

100

Comments
Table # 4 indicates that most of the respondents use Lipton
(48%)

Fig # 4

Brand of Tea used by respondents

Table # 5

Distribution of the respondents as to how long they have been

using the particular brand

Response Category (In months)

Percentage/Frequency

1-6

39

7-12

13

More than 12

48

Total

100

Comments
Table # 5 indicates that about one half (48%) of the respondents
by taking the particular brand of tea for more than a year while a
minor portion (13%) of the respondents were taking this brand for 7
months to 1 year.

Fig # 5

Distribution of the respondents as to how long they have been

using the particular brand

Table # 6

Which brand of the tea respondents used before it

Brand of tea

Frequency
Percentage

Lipton

19

40.4

Brooke Bond

24

51.0

Any other

8.6

Total

47

100

Comments
Table # 6 that about half (51%) of the respondents use Brooke
Bond tea before adopting the present tea while two fifth (40.4%) of the
respondents were using Lipton tea before taking the present brand
only a small minority (8.6%) of the respondents were using other
brands.

Fig # 6

Which brand of the tea respondents used before it

Table # 7

Motives of uses of the Present brand

Motives

Frequency/Percentage

Impress by taste

40

Impact of TV

45

Word of mouth

15

Total

100

Comments
Table # 7 reveals that a higher proportion (45%) of the
respondents started using the present brand of tea due to T.V. Impact.

Fig # 7

Motives of uses of the Present brand

Table # 8

Number of days of Watching Television

No. of days

Frequency/Percentage

Daily

79

1-3

4-6

14

Total

100

Comments
Table # 8 indicates that most of the respondents (79%) watched
TV daily while a small proportion of the respondents (7%) watched T.V
1-3 days a week. About one-tenth (14%) of the respondents watched
T.V.4-6 days a week.

Fig # 8

Number of days of Watching Television

Table # 9

Distribution of respondents according to timings of watching

TV

Timings of watching

Frequency/Percentage

(P.M.)
5-9

7-10

50

8-9

43

Total

100

Comments
Table no. 9 reveals that 50 percent of the respondents watch TV
from 7 to 10 P.M. while about two fifths (43%) used to watch TV from 8
to 9 P.M.
This period can be considered as peek timings in advertisement.

Fig # 9

Distribution of respondents according to timings of watching

TV

Table # 10

Interest in the advertisements of Daily Usable Things.

Response Category

Frequency/Percentage

Yes

70

No

30

Total

100

Comments
Table no 10 shows that 70% respondents interested in the
advertisement of daily useable things.

Fig # 10

Interest in the advertisements of Daily Usable Things.

Table # 11

Extent of T.V. Commercial effects in the buying decision

Response Category

Frequency/Percentage

To great extent

25

To some extent

45

Net at all

30

Total

100

Comments
Table no. 11 shows that about one fifth (25%) of the respondents
were affected by TV advertisement to a great extent in buying
decisions. While 45 percent of the respondents were affected to some
extent and 30 percent didn't have any interest in T.V. advertisement.

Fig # 11

Extent of T.V. Commercial effects in the buying decision

Table # 12

Decisions of Buying the Daily usable

Response Category

Frequency/Percentage

By self

61

By other individuals

39

Total

100

Comments
Table no. 12 indicates that majority of the respondents (61%)
themselves made the decisions about the buying of useable for the
brand while about 39 percent of the respondents made the decisions of
other individuals.

Fig # 12

Decisions of Buying the Daily usable

Table # 13

Bases of selection of the Daily Useable

Response Category

Frequency/Percentage

Self Experience

50

Neighbours Experience

16

Impact of TV

34

Total

100

Comments
Table no. 13 indicates that 50 percent of the respondents
selected the daily usable on the basis of their own experience while 34
percent of the respondents select due to TV advertisement.

Fig # 13

Bases of selection of the Daily Useable

Table # 14

Since how long do you watch this particular advertisement

Response Category

Frequency/Percentage

Less than one month

30

1-6 month

18

7 months & above

52

Total

100

Comments
Table no. 14 shows that about one third (30%) of the respondents
watched this particular advertisement for less than one month. While
majority

of

the

respondents

(52%)

advertisement for 6 months and above.

watched

this

particular

Fig # 14

Since how long do you watch this particular advertisement

Table # 15

Distribution of the respondents According to seeing the

advertisement.

Response Category

Frequency/Percentage

Once a day

25

Twice a day

45

More than once a week

30

Total

100

Comments
Table no. 15 indicates that 25% of the respondents saw the
commercials once a day while 45 percent saw it twice a day.

Fig # 15

Distribution of the respondents According to seeing the

advertisement.

Table # 16

Extent of Satisfaction with the brand

Response Category

Frequency/Percentage

To great extent

60

To some extent

40

Total

100

Comments
Table no. 16 shows that 60 percent of the respondents were
satisfied with this brand to a great extent while 40 percent of the
respondents were little satisfied.

Fig # 16

Extent of Satisfaction with the brand

Table # 17

Distribution of the Respondents with respect to their use

of Brands of Tea

Response Category

Frequency/Percentage

Tapal

20

Richbru

17

Open

11

Total

48

Comments
Table no. 17 shows that most of the respondents (20) use Tapal
tea. 17 respondents Richbru and 11 uses open tea brands respectively.

Fig # 17

Distribution of the Respondents with respect to their use of

Brands of Tea

Table # 18

Distribution of the Respondents as to How long they have been

using the particular brand

Response Category

Frequency/Percentage

1-6 months

46

7-12 months

12

More than 12 months

42

Total

100

Comments
Table no. 18 shows that 42 percent of respondents were using
the particular brand of tea for more than a year while 46% of the
respondents were using it for 1-6 months.

Fig # 18

Distribution of the Respondents as to How long they have been

using the particular brand

Table # 19

Motives of uses of the Present Brand

Response Category

Frequency/Percentage

Import of T V

55

Word of Mouth

18

From Experience

27

Total

100

Comments
Table no. 19 indicates that a majority (55 percent) of the
respondents started using this brand of tea due to T V impact while 27
percent of the respondents did so from experience.

Fig # 19

Motives of uses of the Present Brand

Table # 20

Since how long do you watch this particular advertisement

Response Category

Frequency/Percentage

Less than One month

13

1-6 month

14

7 month & above

73

Total

100

Comments
Table 20 shows that a small proportion (13%) of the respondents
watched this particular ad. for less than one month while 73% were
watching this for more than six months.

Fig # 20

Since how long do you watch this particular advertisement

Table # 21

Distribution of the respondents according to seeing the

advertisement.

Response Category

Frequency/Percentage

Once a day

30

Twice a day

40

More than once a week

30

Total

100

Comments
Table no. 21 shows that about 30 percent of the respondents saw
this commercial once a day while 40 percent of the respondents saw it
twice a day.

Fig # 21

Distribution of the respondents according to seeing the

advertisement.

Table # 22

Extent of Satisfaction with the Brand

Response Category

Frequency/Percentage

To great extent

65

To some extent

35

Total

100

Comments
Table 22 shows that 65 percent of the respondents were satisfied
with this brand to great extent while 35 percent were satisfied to some
extent.

Fig # 22

Extent of Satisfaction with the Brand

CONCLUSION
The findings of this study led to the conclusion that the level of
adoption is dependent on the level of reinforcement provided by the
advertisements.
It was concluded that television advertisements have some
impact on consumers. They watch TV commercials and adopt the
advertised brand.
This

study

also

revealed

that

usually

people

consider

advertisement as a source of information. Preliminary information

about a new product was spread by TV commercials.
The findings of this study led to the conclusion that the level of
adoption is dependent on the level of reinforcement provided by the
advertisement. A positive but weak association is found. There is a
strong relationship between the advertisement budget and sales of
product. So it should also be considered.

FINDINGS
From the discussion it should be clear that great T.V advertising
employs a variety of techniques celebrities and spokespersons, fantasy
characters, children and puppies, music, drama, significant imagery
and creative media buying. T.V advertising is the complex voice of
marketing and the three broad dimensions that characterize great
advertising are:
1.

Strategy

2.

Creativity

3.

Execution

1.

Strategy
Every great ad is strategically sound. In other words, it is

carefully directed to a certain audience, it is driven by specific

objectives, its message is crafted to speak to that audience's most
important concerns and it is run in media that will most effectively
reach that audience. The measure of an ad's success is how well it
achieves the goals whether they be increased sales, memorability,
attitude change, or brand awareness.
The crazy characters and situations under federal express ads
bring to life a very important selling premise about the essence of
dependability.
2.

Creativity
The creative concept is a central idea that gets your attention

and sticks in your memory. Everyone of the ads which has been
discussed has a big idea that is creative and original. Frank and Ed are
unique characters, as is the jolly Green Giant. Isuzu took the
stereotype of the untrustworthy car salesman and created the
unforgettable Joe Isuzu, who retired in 1993.

8
A concern for creative thinking drives the entire field of T.V
advertising. Planning the strategy calls for creative problem solving;
the research efforts are creative; the buying and placing of ads in the
media are creative. T.V advertising is an exciting field because of the
constant demand for creative solutions to media and message
problems.

3.

Execution
Finally, every great ad is well executed. That means the

craftsmanship is impressive. The details, the techniques, and the

production values have all been fine tuned. Many of this techniques are
experimental, such as the Intel Computer commercial that uses
ADOBE, a contemporary computer graphic software package. There is
more to execution than technology, however. The warm touch in the
AT&T commercials is a delicate emotional effect. It is sensitive without
being overly sentimental are manipulative.
Good T.V advertisers know that how you say it is just as
important as what you say. What you say comes from strategy,
whereas how you say it is a product of creativity and execution. The
great ads, then, are ads that
->

are strategically sound,

->

have an original creative concept,

->

use exactly the right execution for the message.

Strategy, creativity and execution, these are the qualities that

turn ads into great ones.

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