This report titled “IMPACT OF TV ADVERTISEMENTS ON YOUTH” is submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration of Bangalore University. This study is an attempt to understand the impact of TV advertisement on youth. It also tries to evaluate the advertising effectiveness in establishing brand Patronage among the respondents. The objective of this study is to analyze the advertising effectiveness on consumers, to analyze the different medium through which the advertisement reaches maximum number of people in the market, to analyze the strategies that the Company should adopt such that the viewers turn into consumers like youth, The survey was conducted among the college students because they are most affected by the advertisement shown on television and are the biggest viewers of television. Questionnaire were prepared and distributed to get the suggestions about the effectiveness of TV advertisement. By the survey, I came to know about that TV is the most effective media than any other media to affect the lifestyle of people. From the conclusion of this study I can come to the know what strategies can be adopted such that the TV advertisement can be made more efficient. Like the creativity factor and humor attracts more viewers. The medium of advertisement that has to hire through which we can reach maximum number of people. And TV is one of the most efficient medium. The style, word and tone that has to be used in the advertisement that attracts more number of people. The type of feeling that is created by the advertisement and the strategies to adopt that attract the people toward those feelings. In research project the case study approach is taken. The products were carefully hand picked after countless discussions with professionals from the advertising fraternity.
The advertisement industry has a tremendous impact on our youth. What some people see on television, they take for truth. They tell us what to wear (because everyone is wearing it), what to eat (because everyone is eating it), what to do (because everyone is doing it). The advertisers know how to appeal to our senses. They use peer pressure very heavily. "You need to wear these tennis shoes because (add a big name sports star) is wearing them and everyone else is going to wear them. You want to be cool don't you?" They have told our youth that sex is a recreation to be shared by all because, "Everyone is doing it". You have to have a fast car that can go 120 mph even though the speed limit is set at about half that. They have confused our youth with the difference between "need" and "want. Ok, I've said my piece. Have a blessed day and turn off the TV. "Today's youth are no fools and are far more sophisticated than they were 20 years ago, when many of today's youth advertising guidelines were written", says Jerry Mc Gee who ran perhaps the largest advertising agency. Marketing to the youth is a delicate issue. Because of the combination of color, sound and action, television attracts more viewers than any other medium (with the exception of cinema). TV is perceived as a persuasive medium of communication. Moreover, the youth is treated `special' audience. Besides these, gender-focus, gender-orientation are used as advertising techniques and strategies. These factors have provided the motivation to write this research paper. Advertising industry is a rapidly growing industry and determines to a considerable extent the GDP or the gross domestic product of any country. The advertising industry besides functioning as an intermediate between the manufacturers and the customers plays an important role in the economy of the Country. This industry necessitates investment for funding different resources. One cannot measure the degree of development by interpretation of inputs in the economy which yields some production. In the event when consumption levels far exceed than what is reckoned, this is not a means of triggering or bringing about transformation in
the culture, society or development in human resources or economy. What the time demands is optimum and efficient execution of advertising projects by involving appropriate technology along scientific lines. ADVERTISING INDUSTRY-FACTS: Movies, Internet, Print Media, broadcasting constitute 0.99% in approximately 57 countries in terms of economic growth worldwide. This ratio was found to be unaltered in the years 2008through 2009. It was observed that expenses incurred on advertising in the European countries exceeded the expenses incurred by United States of America in the year 2005. Reports also suggest that the trend of growth in the advertising industry may become sluggish in 2008, the ratio being 5.6%. This ratio may drop to 5.3% in the year 2009. 2007 through 2009 will see a majority of the emerging markets whose advertising markets are likely grow as much as USD19.2 billion. On the other hand, the stake in the global advertising market may escalate from 7.9%- 10.8% during the same period. It is apprehended that the advertising industry which contributed 0.96% towards the global GDP in the year 2007, is anticipated to escalate to 0.99% in 2009.
2.1- STATEMENT OF THE PROBLEM: • TV advertisements and their impact on youth. 2.2 - OBJECTIVES OF THE STUDY:
• To know whether TV ads are more `liked or not liked' than any other media. • To know whether TV ads influence buyer to purchase, affect their lifestyle and Increase materialism. • To know the best time to put the TV ads to get the maximum reach. • To infer whether TV ads are able to convey the message they are intended to. • To infer whether the information given in TV ads are reliable or not. • To infer whether the advertisement play an important role in buyer’s purchase decision of any product. • To study the `impact of television advertisement on youth'.
2.3- SCOPE OF THE STUDY
The study was conducted to know impact on youth of TV advertisements. Due to time and resource constraints, this study is focused on college students. This study helps us to know what are the consumer expectations towards advertising and their subsequent consumer behavior in response to the advertisements.
2.4- RESEARCH APPROACH:
The research for this study is a Descriptive Research. A Descriptive Research is a type of conclusive research, which has its major objective. As the description or something, usually market characteristics or functions. It is preplanned and structured. Under this approach a cross-sectional study is conducted in which one sample of respondents is drawn from the target population and information is obtained from this sample one. This study is based on descriptive research approach comprises the following methods;
1- Primary Data:
Primary data refers to the data gathered for a specific purpose or for a specific research project. These data gives latest information. This type of data is obtained from original sources. In this study, primary data is collected through Questionnaire Method.
2- Secondary Data:
Secondary data refers to that which is compiled by some other than the other researcher for purpose not directly related to the research. These are readily available for processing. This type of data relate to past period. The sources used for such data types are as follows: • Published materials such as periodicals and books like business periodicals, marketing journals, general business and trade magazines, 4ps , pitch etc. • Computerized databases such as internet databases and off-line databases (information available on diskettes and CD-ROM disks).
SAMPLING PLAN: 1.5 -TOOLS FOR DATA COLLECTION:
The approved questionnaire is the main tool used for data collection in this study. • Factual survey can be done. he can only report what has happened or what is happening. enquiries of different companies. The study/research is a descriptive research. The questionnaire tool is mainly used because: • Both qualitative and quantitative information can be gathered.
2. This descriptive research includes surveys and fact-findings. This tool is administered through personal interview with the target population.5.
2. Sampling Procedure –
How should the respondents be chosen? The sampling technique chosen by Descriptive Random Sampling method. Sampling Unit –
The sampling unit consists of college students for analyzing the advertising effectiveness on consumers. The questionnaire consists of structured and unstructured questions. • Opinion survey in order to secure personal opinions or on a particular matter can be done effectively.
.2. the main purpose of the study is description of present status of the companies services offered in market and forecast the attributes consumers expect in the service. The main objectives of the research is to study the overall outdoor advertising market in Bangalore. The main characteristic of this method is that the researcher has no control over the variables.
The data collected are tabulated and classified as required.6. Defining the problem and research objective. etc. Presenting the findings. central tendency.
2. 5. percentages.
2.CROSS SECTIONAL STUDY:
A cross sectional study is a type of research design involving the collection of information from any given sample of population elements only once. Statistical techniques such as frequency distribution.DURATION OF THE STUDY:
The duration of the study is six weeks. 4. 2. Collecting the information. the size is 100 respondents.7.Descriptive market research involves five steps: 1. Analyzing the information. Conclusions are drawn based on the analysis and findings of primary data.. These samples of respondents are chosen randomly. Sample Size –
How many respondents to be surveyed: Due to time and other constraints.
Ultimate Consumers refers to those individuals who buy goods and services for final use or consumption. are used for analysis of primary data. The developing of information.
LIMITATIONS OF THE STUDY:
• Due to time and resource constraints.8. • Due to resource and time constraints.
. only college students are selected for the study for making an analysis for the advertising strategies. a randomly selected sample has been Chosen respondents for making an analysis of advertising effectiveness on Consumers.2.
Goods or services by an identified sponsor. to put the very heart throbs of a business into type. "Today's youths are no fools and are far more sophisticated than they were 20 years ago when many of today's advertising guidelines were written" said Jerry Mc Gee who ran perhaps the largest advertising agency. Knopf. `Market Research'.. Children and youth are heavy viewers of television. Inc. Most of there search is what is aptly termed. paper and ink.2. "Advertising is. of the merchant who cries aloud his wares. New York: Alfred A.LITERATURE SURVEY:
Advertising on television was introduced in January 1976 in our country. research has shown that more people switch channels during commercial breaks."
. 145. if you will. In addition. . It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears.REVIEW OF LITERATURE ADVERTISING:
Advertising is any paid form of non-personal presentation and promotion of ideas. actually. Reality in Advertising (1986). The challenge is to create advertising which people would want to watch or to follow them where they go (to other media). p. interpret . It is merely a substitute for a personal sales force -an extension.1." -Rosser Reeves. "Advertising is the ability to sense. . a simple phenomenon in terms of economics. Marketing to children/youth is a delicate issue.INDUSTRY PROFILE
3. The primary objective of market research is to provide advertisers and advertising agencies with purely qualitative data about the access of exposure of selected audiences to the various mass media or to their various components.
"Advertising may be described as the science of arresting the human intelligence long enough to get money from it. p." -Stephen Butler Leacock. The advertising departments job is to develop the total budget.. p. In small companies. quoted by Joan Kufrin.
.” Organizations handle their advertising in different ways. charitable organizations. quoted in Michael Jackman. 18. New York: Crown Publishing Inc. Leo Burnett: Star Reacher(1995).-Leo Burnett. p. Chicago. Most companies use an outside advertising agency to help them create advertising campaigns and to select and purchase media. Canada: Fitzhenry & Whiteside Limited. Fitzhenry. who works with an advertising agency. 1982. whether to build brand preference or to educate a nation’s people. A large company will often set up its own advertising department. and government agencies that advertise to various target publics. "Advertising -a judicious mixture of flattery and threats. Advertising agencies need to redefine themselves as Communication companies and assist clients in improving their overall communication effectiveness. 54. Crown's Book of Political Quotations. Advertisements are a cost effective way to disseminate messages.. dealer displays and other forms of advertising not ordinarily performed by the agency. 1. Global companies that use a large number of ad agencies located in different countries and serving different divisions have suffered from uncoordinated advertising and image diffusion. someone handles advertising in the sales or marketing departments. Inc. whose manager` reports to the Vice President of marketing. “Advertisers include business firms but also museums." -Northrop Frye. and handle direct-mail advertising. IL: Leo Burnett Company. The Fitzhenry & Whiteside Book of Quotations. 1993. quoted in Robert I.
quickly. aural. e. 6. 7. It cannot answer objections raised by prospects.: in convincing and securing action.
.3.5. 2.WEAKNESS OF ADVERTISING AS A PROMOTIONAL TOOL:
1. It offers a wide choice of channels for transmission of messages such as visual (by Sights). it is called Mass Means of Communication. and at a low cost per prospect. 3. It helps to presale goods and pulls the buyers to retailers.FIVE M’S OF ADVERTISING:
MISSION: MONEY: MESSAGE: MEDIA: What are the advertising objectives? How much can be spent? What message should be sent? What media should be used?
MEASUREMENT: How should the results is evaluated?
3. It offers planned and controlled message. 4. It can contact and influence numerous people simultaneously. 8.g. (by ear) aural and visual. It is very useful to create maximum interest and offer adequate knowledge of the new product when the innovation is being introduced in the market. It is less flexible than personal communication. 2.4.STRENGTHS OF ADVERTISING AS A PROMOTIONAL TOOL:
1. It cannot obtain quick and accurate 17 feedbacks in order to evaluate message effectiveness.
3. It has the ability to deliver messages to audiences with particular demographic and socioeconomic features. 3. It is essentially one-way means of communication. It is much less effective than personal selling and sales promotion at later stages in the buying process. Hence. It can deliver the same message consistently in a variety of contexts. It can reach prospects that cannot be approached by sales man. 5.3.
2. Changing consumer attitudes. To increase sales by attracting new consumers. To create demand for a new product by explaining its utility. It is most efficient communication (very low cost per prospect) but it is least effective as a tool of a communication.7. To establish a strong brand image in the market so as to give the company an edge over its competitors. 4.4. 8. 7. Informing consumers about product attributes. To maintain existing demand by fighting competition. Developing brand awareness.IMPORTANCE OF ADVERTISING:
1. To make maximum potential customers aware of the new offerings and schemes of the company and initiate enquiries about the same. 5. 6.COMMUNICATION GOALS OF ADVERTISING:
Advertising should concentrate on clear and measurable communication objectives known as DAGMAR (Defining Advertising Goals. Advertising objectives must be oriented around the process of communication.” 2. Associating desirable themes with products.
3. many a time lacks credibility and trustworthiness. 6. 3. Hence advertisements have to be repeated and repetition involves additional cost.
3. Advertising. Measuring Advertising Results). “Make the customers come to you rather than trying to approach all the potential customers. It is unable to reach prospects when they are in a buying mood. To enhance the goodwill of the firm. 5. Communication tasks are. 1. To aid in easy brand recall and also create a top of mind awareness of the brand.
. 3. 4.6. As a symbol of sound financial position of the company and also to make the statement that the company is here to stay. To create widespread visibility in the market and access those pockets which are not approachable by the sales force. Quoting a customer. 5.
and Polaroid cameras are best demonstrated on television. inch-by-inch. • Product Characteristics: Media types have different potentials for demonstration.
. Women’s dresses are best shown in color magazines.CHOOSING AMONG MAJOR MEDIA TYPES:
The media planner has to know the capacity of the major media types to deliver reach. and impact. Of course. 2. advertising is only one of several communication forces. awareness. closer to a purchase decision. Awareness is the bare minimum goal of advertising.
3. • Message characteristics: timeliness and information content will influence media 19 choice. The conviction level shows brand preference and intention to buy the product in the near future. Comprehension level indicates that people are not only aware of the brand or company that they know the brand name and can recognize the package or trade market. conviction (intention to buy) and action purchase. Advertising goals may be divided into four stages of commercial communication as follows: 1.The ultimate purpose of most advertising is to help the probability of the sale of the Product or a service. believability and color. 3. explanation. Advertising as a mode of promotion increases propensity to purchase-moving the prospect steadily. Media planners make their choice among media categories by considering the following variables: • Target-Audience Media habits: for example radio and television are the most effective media for reaching teenagers. frequency. visualization.8. Purchase decision is duly taken. It moves the consumer through successive levels such as unawareness. Awareness: the prospects must become aware of the existence of the brand or company. Comprehension: the prospect must understand what the product is and what it will do for him. comprehension or recognition. A message announcing a major sale tomorrow will require specialized magazines or mailings. 4. Conviction: the prospect must be mentally convinced to buy the brand or the product. But they are not yet convinced that they must want to buy. Action: the prospect takes meaningful action.
• Shop front signage’s. What counts are the cost-per-thousand exposures?
3. In the Indian market. more fancy. Ads appear in newspapers in the form of lists of the latest merchandise from England Since 1980. • Handbills distributed separately from the products. Studios mark the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type. • The first trademarks. It may be around by Rs. In the case of the press.
.. quality. TV / Radio. Press advertisement account for about 50 percent and TV account for about 18 percent of the total advertising costs. Newspaper each attempting an increasing market share. By 1988.g. it rose to Rs. ornate fonts.• Cost: Television is very expensive. 2200 Crores by 2001 A. In the press segment we are witnessing regular media war. media owners are expected to adopt now customer-oriented approach to get rid of such unhealthy competition. and range of services. larger ads.ADVERTISING IN INDIA:
Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began. • From street side sellers to press ads.D. whereas newspaper advertising is relatively inexpensive. e. India's first newspaper (weekly). advertising in India has demonstrated phenomenal growth – growth in size. However. 900 Crores.000 branded products extensively advertised in all languages. we have more than 11. in the total expenditure in advertising per year. Ads appear for the first time in print in Hickey's Bengal Gazette. competition is total. Newspaper studios train the first generation of visualizes & illustrators. 5 Crores. There are now over 400 advertising Agencies as against just 100 advertising agencies around 1970.9. In 1950 advertising expenditure was hardly Rs. In the media sector we have at present 20 intense competition. 18th Century: Concrete advertising history begins with classified advertising.
Right timing of an advertisement needs no emphasis. It is read by them with interest. gain sale or action from the prospects and the cost of communication should be reasonable. the other half carrying editorial matter. 4. It is properly understood by them exactly as the advertiser wants. 2. It must reach the right people and prospects and that too at a right time and at the right cost. Getting a consumer’s attention is not easy. viz. most major magazines have almost one -half of their pages carrying advertisements.
. An effective advertisement takes the prospect near about the point of closing the sale so that actual sale may be easily completed by the sales force. It is believed by them and it wins their confidence and trust and above all. Each advertisement must be a unique selling proposition.ESSENTIALS OF GOOD ADVERTISEMENT:
A good advertisement must have the right message communicated through a right media. but even more significantly by the proximity of ads for competing brands from the same product category. An individual. 3. processed. It should fulfill its sole purpose. invoking maximum force of persuasion to convert a prospect into a customer.3. The effectiveness of ads is reduced not only by the higher levels of clutter in general. The advertising environment is truly “cluttered”. overtly or accidentally. It is seen by the desired prospects. Although all this advertising. The task assigned to the advertisement can be successfully fulfilled when: 1.
It can be viewed as an information filter – a screening mechanism that controls the quantity and nature of information any individual receives.10. avoids exposure to stimuli. it is not easy to create an advertisement that stands out enough to get noticed. and remembered. It succeeds in igniting their desire to purchase the product or service offered or sale.
In an advertising context. people are motivated to find stimuli that are interesting to them. At all three levels. but some information may nevertheless enter the system. there is a desire to be exposed to information that stimulates.
. but the use of remote control devices has made channel switching endemic.supportive exposure-and to avoid discrepant information. it is instructive to examine four general motives for attending to informative stimuli. of course. people may be motivated to expose themselves to information that supports their opinions. Third. At one extreme is the process of active search wherein a receiver actually seeks information. The final level might be called passive attention. including leaving the room mentally and physically. as many reasons as there are situations and individuals. A receiver searches for information only from sources to which he or she is exposed during the normal course of events.The situation is made worse in the broadcast media. Finally. He or she might solicit opinions of friends or search through magazines not normally read. A first motive is to obtain information that will have a high level of utility for a person.
3. an individual will obtain product information that will help make better purchase decisions. especially television. Television advertisers today have to cope with the phenomena of zapping and zipping. There are. Another level could be termed passive search. Here a receiver has little immediate need for the information and makes no conscious effort to obtain it.11-
The attention filter operates at various levels of effort and consciousness. Viewers have always had the freedom to do things while a program is being shown. However. Second. it is appropriate to discuss why a person obtains information so that ads can be designed to maximize attention. These motives will be examined in turn.
brand loyalty. It may Also take the form of an increase in the sales of market share or penetration into a new Market segment.BRAND PATRONAGE:
Most of the time.ADVERTISING STRATEGIES:
Strategy provides the link between advertising objectives and plans and paves the ground for their implementation. • Media space decisions. and insistence. or brand preference towards his product or service. And the market situations and characteristics. Advertising strategy is based on consideration such as the following: • Advertising objectives.
Advertising effectiveness consists in the degree of achievement of the objectives set By an advertiser in consultation with advertising agency working on the account. It can be instrumental in prioritizing various objectives. • Company’s standing and it s strength and weaknesses. • Media decision.13. or from brand acceptance to brand Preference.
. • Advertising message. • Product history and its life cycle stage. • Existing and anticipated competition. loyalty. A seller has a brand privilege if buyers exhibit brand insistence. seller tries to move prospective Buyers and existing buyer from lower level to higher level of brand attitude of customers – From brand ignorance to brand awareness.
18.104.22.168. • Selection of target audiences. • Advertising budgets. By means of advertising or persuasive mass communication. • Positioning of the product as indicated by perceptual mapping. an advertisers (seller) tries to build a brand privilege or patronage for his products or service. taking into account the attitudinal framework as well as corporate and marketing goals.
1 DATA ANALYSIS AND INTERPRETATION:
In the research project four product categories have been chosen. Superstores.4. They are as following:
Soft drinks. the following is the age profile of the samples:
Age 20 21 22 23 24 25 TOTAL
No. under graduates and post graduate students.of Respondent 6 14 30 22 18 10 100
. Automobiles. Deodorants. AGE PROFILE OF THE SAMPLE:
The samples were taken from a college comprising of.
The sample mainly comprises of youngsters in the age group between 20-25 as it was felt that the young age group will be more exposed to all kind of advertisements and current happenings in the soft drinks.
. consumer products and automobile industry.Following is the column chart showing age profile of the sample:
35 30 25 20 15 10 5 0 20 21 22 23 24 25 6 14 10 30 22 18
And the following is the gender profile of the respondents.
Gender Male Female
No.GENDER PROFILE OF SAMPLE:
The sample consists of both male and female belonging to the age group of 20-25 years.of Respondent 64 32 100
Following is the column chart of gender profile of the respondents
1) MOST INFLUENTIAL ADVERTISEMENT MEDIUM:
.G ender Profile
70 60 50 40 30 20 10 0 Male Fem ale 32 64
Television. others mediums like hoardings. The Table shows the most influential mediums according to the samples: TABLE 4. of Respondents
T. outdoor and others. print media have their small share in the Graph: CHART 4.1
No.V Hoardings PrintMedi a Others
50 18 26 6
No doubt television is the most dominant medium with 50% of respondents going for it.1
.TV advertises its product trough all mediums viz. print.
V Hoardings PrintMedia Others 18 6 26 50
4.2 Following is the column graph of most watched Ads by the respondents: 100
. of Respondent
3d Funny Story
16 36 28
TOTAL CHART 4.2 Type Ads of No.2) MOST FREQUENTLY WATCHED ADS ARE LIKE THIS:
TABLE 4.Influential Medium
60 50 40 30 20 10 0 T.
Most Watched Ads
40 35 30 25 20 15 10 5 0 3D Funny Story Encourage 16 28 20 36
As per the chart it is clear that funny is the most watched Ads.
4. story is the next watched which accounts 28% of share other watched Ads like 3d and Encourage types for the rest.3
Table 6: Television Ads: Confusing vs.3) TELEVISION ADVERTISEMENTS CONFUSING OR NOT:
Following is the table representation of responses regarding the question that TV ads make you confuse or not. TABLE 4. Conveying Confuse Percentage Convey Percentage the the % %
Male Female TOTAL Interpretation:
11 13 24
17% 30% 23%
39 37 76
83% 70% 77%
. 36% of samples like funny.
Following is the chart representation of responses regarding the question that TV ads make you confuse or not.4) TV ADS INFLUENCE ON VIEWERS:
Following is the table representation of responses regarding the Ads influence on viewers or not. 77% of the respondents said that the advertisements conveyed the message and did their job.3
Confusing and Conveying
45 40 35 30 25 20 15 10 5 0 Confuse the Viewers Convey the Message 11 13 Male Female 39 37
Positive Negative No influence TOTAL
53% 31% 16% 100%
. CHART 4. Of these a little less than two-thirds were females.Of the respondents. 23% said that the advertisements which were being flashed confused the rest.
Following is the pie graph representation of responses regarding the Ads influence on viewers given below: CHART 4. 31% said TV ads influence them negatively.5) ADS INFLUENCE TO MAKE CUSTOMER PURCHASE A PRODUCT:
When asked the majority of respondents said that TV ads don’t influence them enough to make a purchase. Only 41% said that TV ads influence them to make purchase: TABLE 4.5
Positive Negative 53% 31% No Influence
53% of respondents said that TV ads influence them positively.16% said TV ads don’t influence them anyway.
4.6) BEST TIME TO PUT THE ADVERTISEMENTS ON TV:
. So it can be inferred that when purchase is less capital intensive and buyer have the tendency to switch brands ads impact them most.5
Mak eCustom er Purchase
When asked most of the respondent said that FMCG products like toothpaste.TOTAL 100%
The pie chart for the responses is given below: CHART 4. and daily use items ads influence them to make purchase.
.Following is the table shows according to the respondents. TABLE 4.of Responden ts 16 22 29 33 100
Morning After noon Evening Night TOTAL
Following is the bar chart representation of the data given above: CHART 4. which is the best time to put the ads on TV.6 Timing No.
Tim ing of Advertising
35 30 25 20 15 10 5 0 Morning AfterNoon Evening Night 16 22 29 33
TV advertisements are watched all the time in the day but night has been the best time when people watch TV most and they come across with ads.7) MOST INFLUENCING PRODUCT CATEGORY ADS:
Following table depicts the responses in %
FMCG Automobile White goods All Others TOTAL
23% 21% 16% 27% 13% 100%
Following column chart depicts the responses in % CHART 4.
although not given in the options respondents could recall few other categories ad like jobsites.
Brand Coca-Cola Pepsi 7 up Sprite Thums up Others TOTAL
Response 30 24 18 12 10 6 100
Although all the product categories ads influence the viewers but specifically FMCG and automobile products ads are very influencing.8) PREFERRED BRAND OF COLD DRINKS:
The main objective behind this question was to know the most popular brand of soft drink among the samples. matrimony sites etc. the responses are as follows TABLE 4.8
The following column chart shows preferred brand of soft drinks:
sprite accounts for the rest.
.CHART 4. Pepsi is the next preferred which accounts 48% of share other brands like 7 up. an objective type of question was put with some attributes like taste. fanta .9) FACTORS INFLUENCING BUYING OF A PARTICULAR BRAND:
This is a very important question to know the main factors behind buying a particular brand. retailer and other factors.8
Interpretation: As per the chart it is clear that coca cola is the most preferred
brand. advertisement.60% of samples like coco cola. The following table portrays the opinion of the samples. flavor.
Advertisement 24 Flavor Retailer Other TOTAL
12 8 100
Influencinga B rand
45 40 35 30 25 20 15 10 5 0 Taste Adverticem ent Flavour Retailer Other 24 16 12 8 40
10) PREFERRED BRAND OF DEO SPRAY:
The main objective behind this question was to know the most popular brand of deo sprays among the samples.As per the response it is very interesting to note that 40% of samples consider taste as the main factor while buying a particular brand of soft drink.10
The following column chart shows preferred brand of soft drinks: CHART 4.
Brand Axe Park Avenue Cinthol Others TOTAL
Brand 26 20
4. about 24% of sample are of the opinion that advertisements play a great role in their buying. the responses are as follows: TABLE 4. rest of the samples are influenced by the flavor and retailer.10
11) FACTORS INFLUENCING BUYING OF A PARTICULAR BRAND:
This is a very important question to know the main factors behind buying a particular brand.
4.26% of samples like axe. The following table portrays the opinion of the samples.B randof D eo S pray
40 35 30 25 20 15 10 5 0 Axe ParkAvenue Cinthol Others 26 20 18 36
As per the chart it is clear that Axe is the most preferred brand. Park Avenue is liked by 20%.11
. TABLE 4. Majority of people responded for others as they felt that their brand is not in the list.
. rest of the samples are Influenced by the price and retailer. about 34% of sample are of the opinion that advertisements play a great role in their buying.CHART 4.11
Factor Fragrance Retailers Price Advertisements Others TOTAL
Response 22 16
34 10 100
F actorsInfluencinga B rand
40 35 30 25 20 15 10 5 0 Frgrance Retailers Price Adverticement Others 22 16 18 10 34
Interpretation: As per the response it is very interesting to note that 22% of
samples consider fragrance as the main factor while buying a particular brand of deo spray.
4.12) PREFERRED BRAND OF TWO WHEELERS:
The main objective behind this question was to know the most popular brand of two wheeler among the samples.12
.12 Brand Bajaj Honda Hero Honda TVS Others TOTAL Response 16 22
18 10 100
The following column chart shows preferred brand of two wheelers: CHART 4. the responses are as follows: TABLE 4.
40 35 30 25 20 15 10 5 0 Bajaj Honda Herohonda TVS Others 16 22 18 10 34
Factor influencing the purchase of two wheelers shown in the below column graph: CHART 4.
. Bajaj is liked by 16%.18 and 10% by TVS and others respectively.13) FACTORS INFLUENCING BUYING OF A PARTICULAR BRAND:
Factor Style Comfort Price Response 24 14
Advertisements 10 Fuel economy Others TOTAL 18 6 100
This is a very important question to know the main factors behind buying a particular brand. Others contributed rest 50%.As per the chart it is clear that Hero Honda the most preferred brand with 34% of samples.contributed 22% by Honda. The following table portrays the opinion of the samples. TABLE 4.
30 25 20 15 10 5 0 14 10 6 28 24 18
As per the response it is very interesting to note that 28% of samples consider style as the main factor while buying a particular brand of two wheelers. while only about 10% of samples think that advertisements play a role in
4.14 Brand Big bazaar Shopper stop Westside Globus Vishal megamart Others TOTAL Response 24 18 16 14 20 8 100
The following graph chart shows preferred brand of Supermarkets: CHART 4. fuel economy and comfort.14) PREFERRED BRAND OF SUPERMARKETS:
The main objective behind this question was to know the most popular brand of Supermarkets among the samples.their buying. the responses are as follows: TABLE 4. rest of the samples are influenced by the price.
vishal mega mart is the next preferred which accounts 20% of share other brands like Westside .24% of samples like bigbazaar. variety and other factors.
4. an objective type of question was put with some attributes like price.globus and shopper stop account for the rest. advertisements.15) FACTORS INFLUENCING TO GO FOR THE PARTICULAR BRAND:
This is a very important question to know the main factors behind buying a particular brand. ambience.
The following table portrays the opinion of the samples:
.S uper Mark ets
30 25 20 15 10 5 0 Big Bazaar Shopper Stop Westide Globus Vishal Megamart Oters 24 18 20 16 14 8
As per the chart it is clear that Big bazaar is the most preferred brand.
Factors Price Advertisement Variety Ambience Other TOTAL
Response 30 22 16 24 8 100
The following column graph shows the opinion of the samples: CHART 4.TABLE 4.
16) THE PRODUCT INFORMATION GIVEN IN THE TV ADVERTISEMENT: SATISFACTORY AND RELIABLE:
The following chart shows that the TV advertisement are satisfactory and reliable depends on the respondents: TABLE 4. about 24% of sample are of the opinion that advertisements play a great role in their buying.T og o for aB rand
35 30 25 20 15 10 5 0 Price Am bience Variety Advertisement Other 8 30 24
As per the response it is very interesting to note that 30% of samples consider price as the main factor while buying a particular brand of supermarket. rest of the samples are influenced by variety and ambience.16
Degree Very Somewhat Undecided Not very Not at all TOTAL
Response 28 24 18 16 14 100
30 25 20 15 10 5 0
S atisfactoryand Reliable
Not at all
16%were not very satisfied with the product information given in the TV advertisement.17
The following pie chart shows the opinion of the samples: CHART 4.17
. Options Yes No TOTAL Response 76 24 100
4. 28% said that to a greater extent the product information given in the TV advertisement was satisfactory and reliable. 24% of the respondents said that to some extent.Of the respondents.17) ADS EFFECT ON THE LIFESTYLE OF CUSTOMER:
Objective of asking this question was to know the change in lifestyle if any due to the Advertisements . 18% were undecided.And the responses were as follows: TABLE 4.
From the pie chart given above it is clear that 76% people think that ads displayed on TV Affect their lifestyle and only 24% people think that their lifestyle is not affected by the TV Ads.18) ADS INFLUENCE TO MATERIALISM:
And the responses were as following: TABLE 4.18
Options Yes No TOTAL
Response 64 36 100
The following pie chart shows the opinion of the samples: CHART 4.The objective behind this question was to know whether advertisement tend the customer to increase their materialism.18
36 Yes No 64
Most of the respondents prefer television advertisements to advertisements in any other media.From the pie chart given above it Is clear that ads influence majority of people to increase their materialism. It is found that advertising sells products. Many watch some specific advertisements.1 SUMMARY OF FINDINGS:
• • • Youth are a special audience segment.
. From the project it is clear that night is the best time to put advertisement on TV. ambience. and television is a persuasive medium. This shows how the young generation is attached towards the advertisements. Many respondents are used to purchasing the products shown in the advertisement because they feel that the information given in the advertisements are reliable. From the project it can be inferred that ads affect the lifestyle of youth and influence them to make a purchase and tend them to increase their materialism. showing their keen interest in them. • In all the product or service categories advertisements play an important role to persuade the customer to make a purchase with few other factors like price. etc. The actors in the advertisements become role models to the youth. Most of the respondent think that ads convey the messages they are intended to It is also found that advertisements are satisfactory and reliable. • • • • It is found that advertisements are informative and entertaining. As 64% people responded positively and only 36% responded against it.
5. • The most popular television advertisements are of FMCG and motorbikes.
the public should be aware of the celebrity used. youth play a major role in advertising and they possess the highest potential in buying. youth. In today’s generation. • Finally. The information provided with the advertisement. Steps should be taken to improve the concepts of advertising so that it reaches the right segment of the audience.5. should not mislead the youth generation and the advertisement should make the customers buy the product or service.. appealing and entertaining. aggressive advertising also comes into picture. A celebrity preference for a particular brand gives out a persuasive message and hence the selection of the celebrity should be careful enough. where the main motive is to grab the marketing opportunities. i. Advertising has a strong impact on youth as they get attracted to almost all types of advertisements.2 SUGGESTIONS:
• • • • • • • As youth is the main target. steps should be taken to make the advertisements informative.
.e.e. Celebrity endorsement also plays a major role in advertising and also in grabbing the attention of the young customers. i.. • • The advertising agency should take necessary steps to convince the customer with the price and the quality associated with the product/service. Information given along with the advertisements should be reliable and satisfactory.
5. The quality of advertisements and its social acceptance are the two sides of the same coin. Imposition of such discipline is preferable. called `zapping' or leave the room during commercial breaks. values and aspirations or else it will be irrelevant and wasteful. on one hand. Basically through television advertisements there is a promotion of information which influences people. which are being flashed in the television very often. rather than on the product. Because of television viewers' strong patterns of commercial avoidance. From the survey conducted. Advertising has to reflect social norms. intrusive and likable. his needs and requirements. This requires their looking beyond their own narrow areas of
. This research was conducted to see the impact of advertisements on the young generation. are effective. The viewers also remember the product and buy them. and the resistance they encounter from various quarters on the other. In order to sell a product persuasive and pervasive communication is essential. it was clearly found that television advertisements create a very strong impression on the youth. Television advertising professionals in developing countries have to be fully aware of the challenges and the responsibility thrust upon them by virtue of a vast unexploited potential. the advertiser keeps in touch with consumers. Another problem television advertisers confront is the tendency of viewers to switch channels. An advertisement gives the message about the product in a very natural way. commercials have to be intriguing. The advertisements. Through the frequent flashing of advertisements.2 CONCLUSIONS:
In today's marketing concept the focus is on the consumer. Naturally all media of advertisements begin with the customer and ends with the consumer.
On the other hand. This has to be backed by research. without doubt. In short.operation. A great deal of cooperative Endeavour is required in order to put advertising on a sound footing. So the onus is on the advertisers. They should not exploit the credulity and lack of experience of consumers for a mere profit.
. the lack of which is a major draw back for advertising. mental or moral harm to the consumers. effective television commercials can achieve audience acceptance if they are well done and they can minimize viewers' patterns of avoidance if they are intriguing as well as intrusive. Knowing the considerable impact of advertisements on youth. not to produce any advertisement which will mislead the uninformed. parents must educate youngsters to became responsible and informed consumers' says the American Academy of pediatrics. As more and more parents spend more time producing income and less time tending their children. attracted to advertisements. the advertisers must create advertisements which are both realistic and moral. Parents and teachers have a responsibility to teach youth about the realities of a commercial world. the burden of responsibility falls increasingly on the advertiser. Advertisers should understand that improperly prepared advertisements can cause physical. just as they teach how to cross a road safely. youngsters are. In addition.
Jayanagar. Bangalore. I ABDULLAH MN studying in M.A.QUESTIONNAIRE
Dear Sir / Madam.B. 1) Advertisements on which media grab your attention than others? T.. Name: ……………………………………………………………… Age: ………….V Hoardings Print media Others
2) Which ad do you most frequently watch/come across? -----------------------------------------------------------------------------------------------3) Do the ads make you confuse about the products? Yes: No: 4) Have you ever been positively or negatively influenced by the ad? Yes: No: 5) Has it influenced you ever to make a purchase? Yes: No: 6) At what time do you watch the ad? Morning Afternoon
. at City College. Gender: Male Female
Occupation: ………………………………. I would be appreciated if you convey your opinion on the different questions included in this questionnaire. am making “A study on Impact of TV advertisements on youth”. IV Sem..
Evening FMCG White goods
Night Automobile All
7) What product category ad influences you the most? Others
8) Which soft drink brand you always prefer to go for? Coca cola 7Up Thums Up Pepsi Sprite Others
9)Which factor influence you most in your preferred soft drink brand to go for it? Taste Retailer Advertisement flavor Other
10) Which deo spray’s brand you like most? Axe Park Avenue Cinthol others
11) Which attribute you like most about it? Fragrance Advertisement Retailers Price Other
12) Which two-wheeler manufacturer’s model you prefer/will prefer? Bajaj Honda Hero Honda TVS Others
13) What makes you to prefer this brand? Advertisement Style Fuel economy Price Comfort Others
14) Which superstore you always prefer over others? Big bazaar Globus Westside Vishal mega mart
15) What makes you to go for this superstore? Price Advertisement Variety Ambience Others
16) How Satisfactory and Reliable were the claims made in the advertisement? Very Undecided Somewhat Not very Not at all
17) Does the ads displayed affect your lifestyle? Yes: No: 18) Does the ads influence your materialism? Yes: No: 19) Your opinion on the ads & their influencing ability? --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Thank You
Principles of Marketing.com www.TVadvertisment.wikipedia.com
.com www. Business Studies. Prentice Hall of India Private Ltd.google.
4p Retail biz Business Standards
www. Tata McGraw-Hill Publishing Company Ltd. Philip Kotler (1988).BIBLIOGRAPHY BOOKS:
Gupta C B (1990).