Professional Documents
Culture Documents
Final Project
Final Project
Final Project
Impact of TV advertisement on
consumers Behavior
Submitted by
Noman Ashraf
Mi08BBA 057
Instructor
Sir Fida Hussain Bukhari
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
IMPACT OF TV ADVERTISEMENT ON
CONSUMERS BEHAVIOUR
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)
2)
3)
4)
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.
2.
3.
(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,
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
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
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
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."
1.
2.
3.
4.
SIGNIFICANCE OF STUDY
The brand image
are greatly
should
also
be
clearly
identified.
Hence,
consumer
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
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
2
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
has
great
influence
on
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
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
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
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
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
TRIAL STAGE
At the trial stage the individual uses the innovation on a small
ADOPTION STAGE
At the adoption stage the individual decide to continue full use of
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.
is
the
paid,
non-personal
communication
of
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.
2.
Awareness
Advertisements aware of the audience about the new products
Comprehension
By advertisements the potential customers can understand the
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
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
reinforcement
of
this
response
by
subsequent
3
"Changes in an individual's behaviour arising from experience.
Learning occurs
through
the interplay
of drives, stimuli,
cues
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.
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.
3.
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.
Frequency of advertisements
The number of times the advertisement shown e.g if T.V ads will
Intensity of advertisement
This
means
the
more
intense
the
ads
the
greater
the
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
3
2.
3.
4.
External
Information
Actively
acquired
Passive
acquired
Actively
acquired
Past
searches
Personal
experience
Low
involvement
learning
experimental
Independent
Personal
Marketers
groups
contacts
information
3
ii)
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
Table # 1
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
Table # 2
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
Table # 3
Income (Rupees/Month)
Frequency/Percentage
16
2000 to 4999
20
5000 to 9999
30
10000 to 19999
26
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
Table # 4
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
Table # 5
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
Table # 6
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
Table # 7
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
Table # 8
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
Table # 9
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
Table # 10
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
Table # 11
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
Table # 12
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
Table # 13
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
Table # 14
Response Category
Frequency/Percentage
30
1-6 month
18
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%)
watched
this
particular
Fig # 14
Table # 15
Response Category
Frequency/Percentage
Once a day
25
Twice a day
45
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
Table # 16
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
Table # 17
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
Table # 18
Response Category
Frequency/Percentage
1-6 months
46
7-12 months
12
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
Table # 19
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
Table # 20
Response Category
Frequency/Percentage
13
1-6 month
14
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
Table # 21
Response Category
Frequency/Percentage
Once a day
30
Twice a day
40
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
Table # 22
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
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
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
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
->
->
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