CHAPTER 1

AN INTRODUCTION

Advertising is a non-personal form of promotion that is delivered through selected media

outlets that, under most circumstances, require the marketer to pay for message placement.

Advertising has long been viewed as a method of mass promotion in that a single message

can reach a large number of people. But, this mass promotion approach presents problems

since many exposed to an advertising message may not be within the marketers target

market, and thus, may be an inefficient use of promotional funds. However, this is changing

as new advertising technologies and the emergence of new media outlets offer more options

for targeted advertising. However, Advertising does typically attempt to persuade potential

customers to purchase or to consume more of a particular brand of product or service.

Advertising is the dissemination of information by non-personal means through paid media

where the source is the sponsoring organization. A personal selling is the between audience

and employees of the sponsoring organization. The source of information is the sponsoring

organization. Sales promotion is the dissemination of information through a wide variety of

activities other than personal selling, advertising and publicity. Which stimulate consumer

purchasing and dealer effectiveness. Publicity is the disseminating of information by personal

or non-personal means and is not directly paid by the organization and the organization is not

source.

Each advertisement is a specific communication that must be effective, not just

for one customer, but for many target buyers. This means that specific objectives should be

set for each particular advertisement campaign. Advertising is a form of promotion and like a

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promotion; the objectives of advertising should be specific. This requires that the

target consumers should be specifically identified and that the effect which advertising is

intended to have upon the consumer should be clearly indicated. The objectives of advertising

were traditionally stated in terms of direct sales. Now, it is to view advertising as having

communication objectives that seek to inform persuade and remind potential

customers of the worth of the product. Advertising seeks to condition the consumer

so that he/she may have a favourable reaction to the promotional message. Advertising

objectives serve as guidelines for the planning and implementation of the entire advertising

programme.

Advertising is one of the aspects of mass communication. Advertising is actually brand-

building through effective communication and is essentially a service industry. It helps to

forms the basis of marketing. Advertising plays a significant role in todays highly

competitive world. A career in advertisement is quite glamorous and at the same time

challenging with more and more agencies opening up every day. Whether its brands,

companies, personalities or even voluntary or religious organizations, all of them use some

form of advertising in order to be able to communicate with the target audience. The salary

structure in advertising is quite high and if you have the knack for it one can reach the top. It

is an ideal profession for a creative individual who can handle work-pressure. Today, new

areas are emerging within advertising like event management, image management, internet

marketing etc. Event management wherein events are marketed, Image management wherein

a particular profile of an individual or an organization is projected. Internet marketing has

also brought about a lot of changes in advertising as Internet means that one is catering to a

select group of audience rather than a mass audience .Today Celebrity Endorsement has

attracted immense debate on whether it really contributes to the brand building process or

whether it is just another lazy tool to make the brand more visible in the minds of the

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consumers. Although it has been observed that the presence of a well-known personality

helps in solving the problem of over-communication that is becoming more prominent these

days, there are few undesirable impacts of this practice on the brand. The issue of matching

the values of the celebrity with the brand values is also very important, i.e. getting the right

celebrity to endorse the right brand. Consumers perceive the brand as having superior quality

because it has been endorsed by a credible source. This makes endorsement as one of the

indictors of quality for any brand.

Watching TV is the most common leisure activity in our country today. It is the medium

where the consumer spends the most attentive time. A number of surveys report average

daily television viewing time as high as five to six hours. No wonder it has grown into a giant

advertising medium. The power of television is in its ability to simultaneously appeal not

only to sight and hearing, but to strengthen interest through the dimensions of movement and

the realism of full color. It is comprised of pictures and words, but of the two, the pictures are

infinitely more important. TV advertising can show and tell many people about your product

or service, and actually demonstrate the benefits of ownership. Since they see how it works

and how it is packaged, every time they see it they will be psychologically reminded of their

desire to have it. Television always has been a popular medium for large retailers, but

because of lowered production costs and the ability of cable to reach smaller market areas, its

use by small and medium size businesses is becoming more popular.

The obsession with looking young and halting the natural aging process has been an

obsession of cultures from the early days. Starting in ancient times, various techniques have

been used to fend off wrinkles and keep skin supple and soft. Anti-aging products, also

known as "cosmeceuticals," are some of the most expensive and hotly debated beauty

products on the market. Of course, nobody's keen to see crows' feet and smile lines when they

look in the mirror, so regardless of the controversy, anti-aging and anti-wrinkle creams sell

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like hotcakes. Altering the physical structure of skin with chemicals so as to look more

youthful comes at a hidden price to the skin, and even more so to health. Despite an endless

succession of anti-aging products and formulas flooding the market, including skin creams,

vitamins, nutritional supplements, minerals and so-called power foods, no sound evidence

exists that any particular nutrient or food can retard the aging process.

Anti-aging creams or lotions have been universally popular as they promise to provide a non-

invasive approach to rejuvenation and remodeling of the aging face. Anti-aging creams are

predominantly moisturiser-based cosmeceutical skin care products marketed with the promise

of making the consumer look younger by reducing, masking or preventing signs of skin

aging. In the absence of clinical or experimental trials, safety aspects should be also

considered before trying out some of these exotic new generations of anti-aging creams. It

has been shown that a cheaper cream may well rejuvenate the age-ravished face to an

acceptable degree as well as some very expensive preparations.

Despite great demand, many anti-aging products and treatments have not been proven to give

lasting or major positive effects. One study found that the best performing creams reduced

wrinkles by less than 10% over 12 weeks, which is not noticeable to the human eye. Another

study found that cheap moisturisers were as effective as high-priced anti-wrinkle creams.

However, recent studies at Manchester University showed that some ingredients have an

effect. Traditionally, anti-aging creams have been marketed towards women, but products

specifically targeting men are increasingly common. Anti-aging and wrinkle creams are

criticised by some for being expensive, unnatural, and not clinically proven to work.

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 CHAPTER 2
RESEARCH METHODOLOGY

Research is a systematic investigation to search for new facts in any branch of knowledge.

Research helps to arrive at new conclusions. It enables to find solutions to certain problems.

Methodology is the systematic, theoretical analysis of the methods applied to a field of study.

It comprises the theoretical analysis of the body of methods and principles associated with a

branch of knowledge. Typically, it encompasses concepts such as paradigm, theoretical

model, phases and quantitative or qualitative techniques. Research Methodology is a way to

find out the result of a given problem on a specific matter or problem that is also referred as

research problem. In Methodology, researcher uses different criteria for solving/searching the

given research problem. Different sources use different type of methods for solving the

problem. In Research Methodology, researcher always tries to search the given question

systematically in our own way and find out all the answers till conclusion. If research does

not work systematically on problem, there would be less possibility to find out the final

result. For finding or exploring research questions, a researcher faces lot of problems that can

be effectively resolved with using correct research methodology. In Research Methodology,

researcher always tries to search the given question systematically in our own way and find

out all the answers till conclusion. If research does not work systematically on problem, there

would be less possibility to find out the final result.

Definition of Research Methodology:

According to Kothari, Research is a systematic investigation to find solution to a problem.

It is a process used to collect information and data for the purpose of making business

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decisions. The methodology may include publication research, interviews, surveys and other

research techniques, and could include both present and historical information.

Objectives:

A specific result that a person or system aims to achieve within a time frame and with

available resources. In general, objectives are more specific and easier to measure than goals.

Objectives are basic tools that underlie all planning and strategic activities. They serve as the

basis for creating policy and evaluating performance. Some examples of business objectives

include minimizing expenses, expanding internationally, or making a profit.

To understand the impact of advertising on consumers buying behaviour.

To know about the awareness of anti-ageing creams among consumers.

To know the effectiveness of TV advertisements.

Hypothesis:

A hypothesis is something more than a wild guess but less than a well-established theory. In

science, a hypothesis needs to go through a lot of testing before it gets labeled a theory. In the

non-scientific world, the word is used a lot more loosely.

i. Consumers are aware about Anti- ageing products

ii. TV advertisements do have an impact on the consumers mind

iii. There is a lack of initiative among people towards complaining about any side effects

on the Customer care number.

Research Design:

The research design refers to the overall strategy that you choose to integrate the different

components of the study in a coherent and logical way, thereby, ensuring you will effectively

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address the research problem; it constitutes the blueprint for the collection, measurement, and

analysis of data. Research design carries an important influence on the reliability of the

results attained. It therefore provides a solid base for the whole research. It is needed due to

the fact that it allows for the smooth working of the many research operations. This makes

the research as effective as possible by providing maximum information with minimum

spending of effort, money and time. In a good research design, all the components go

together with each other in a coherent way. The theoretical and conceptual framework must

with the research goals and purposes. In the same way, the data gathering method must fit

with the research purposes, conceptual and theoretical framework and method of data

analysis.

Sample Size

Data collection- Primary and Secondary

Data analysis

Data collection:

Considering the objectives of the study, the methodology for conducting research is based on

data that is collected from primary as well as secondary research as mentioned below.

Primary Data:

Primary data was collected by personally meeting the womens and also through

telephonic conversations.

Questionnaire Method:

A Structured questionnaire was drafted for the purpose of getting relevant information

from all the respondents. The questionnaire consists of multiple choice questions and

close-ended questions in order to make the analysis easy.

Secondary Data:

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 The secondary data was collected from internet.

Area of Research Work:

This survey was conducted only in Mumbai.

Research Methodology:

Type of Research Descriptive

Data Collection Primary and Secondary Data

Primary Data:

Research Technique Survey Method

Contact Method Personal Interview

Research Instrument Questionnaire

Type of Questions Structured

Sampling Techniques Convenience Survey

Sample Size 50

Secondary Data: Internet

Limitations:

The study is limited to only Residential and office area.

Similarly, the study is completely focused on only 50 samples.

An in depth study was avoided due to time limitation.

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 CHAPTER 3
HYPOTHESIS
A hypothesis is a tentative statement about the relationship between two or more variables. A

hypothesis is a specific, testable prediction about what you expect to happen in your study. A

hypothesis does not have to be correct. While the hypothesis predicts what the researchers

expect to see, the goal of research is to determine whether this guess is right or wrong. When

conducting an experiment, researchers might explore a number of different factors to

determine which ones might contribute to the ultimate outcome. In many cases, researchers

may find that the results of an experiment do not support the original hypothesis. When

writing up these results, the researchers might suggest other options that should be explored

in future studies. During testing, a scientist may come upon two types of errors. A Type I

error is when the null hypothesis is rejected when it is true. A Type II error occurs when the

null hypothesis is not rejected when it is false.

Null Hypothesis (H0):

In statistical inference on observational data, the null hypothesis refers to a general statement

or default position that there is no relationship between two measured phenomena. The null

hypothesis is generally assumed to be true until evidence indicates otherwise. In statistics, it

is often denoted H0 (read H-nought, "H-null", or "H-zero"). The simplistic definition of the

null is as the opposite of the alternative hypothesis, H1, although the principle is a little more

complex than that. The null hypothesis (H0) is a hypothesis which the researcher tries to

disprove, reject or nullify.

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The null hypothesis is given special consideration. This is due to the fact that the null

hypothesis relates to the statement being tested, whereas the alternative hypothesis relates to

the statement to be accepted if / when the null is rejected.

Alternate Hypothesis (H1):

The alternative or experimental hypothesis reflects that there will be an observed effect for

our experiment. The alternative hypothesis is what we are attempting to demonstrate in an

indirect way by the use of our hypothesis test. If the null hypothesis is rejected, then we

accept the alternative hypothesis. If the null hypothesis is not rejected, then we do not accept

the alternative hypothesis. The alternative hypothesis, denoted by H1 or Ha, is the hypothesis

that sample observations are influenced by some non-random cause.

The alternate hypothesis is usually what the researcher will be testing in hypothesis testing. It

is a statement that the researcher thinks is true and one that can ultimately lead him to reject

the null hypothesis and replace it with the alternate hypothesis.

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 CHAPTER 4
DATA ANALYSIS
Analysis of data is a process of inspecting, cleaning, transforming, and modelling data with

the goal of discovering useful information, suggesting conclusions, and supporting decision

making. Data analysis has multiple facets and approaches, encompassing diverse techniques

under a variety of names, in different business, science, and social science domains. When

planning for monitoring and evaluation a series of questions are asked. These now need to be

broken down into a set of sub-questions which will enable you to find patterns for analysis.

Factors such as what influenced or prevented change, whether there were unexpected

outcomes, and whether the planned benefits were those most valued by users can be

investigated. In this way information can be obtained not just about overall outcomes, but

about which particular groups benefited or did not receive benefits, and in what

circumstances

Organisations sometimes have difficulty in analysing qualitative outcome data. One

important element in overcoming this is to design questionnaires and other data collection

tools to allow responses against pre-set categories, so that information can be presented

quantitatively. Completely open questions and responses, permitting a wide variety of

information to be collected, will require breaking down into categories at the analysis stage,

so that themes and trends can be established. More detailed qualitative information can be

used to supplement and illustrate the emerging themes.

Data Interpretation:

Interpretation means looking beyond the data itself and asking what the results mean in

relation to your evaluation questions. Data interpretation refers to the process of critiquing

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and determining the significance of important information, such as survey results,

experimental findings, observations or narrative reports. Interpreting data is an important

critical thinking skill that helps to comprehend text books, graphs and tables. Researchers use

a similar but more meticulous process to gather, analyze and interpret data. Experimental

scientists base their interpretations largely on objective data and statistical calculations.

Social scientists interpret the results of written reports that are rich in descriptive detail but

may be devoid of mathematical calculations.

Questionnaire:

1. Do you watch TV?

0%

Yes
No
100%

Suggestions Yes No
No of Respondents 50 0

2. Are you a working woman?

28%
Yes
No
72%

Suggestions Yes No
No of Respondents 36 14

3. For how many hours do you watch TV?

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 Two
14% 8%
36% Four
Six
42%
Eight

Suggestions Two Four Six Eight

No of Respondents 7 4 21 18

4. How often do you watch TV advertisements?

0%

Everytime
38%
Sometime
62%
Never

Suggestions Every time Sometime Never

No Of Respondents 19 31 0

5. Are you aware about anti-aging creams?

10%

Yes

90% No

Suggestions Yes No
No of Respondents 45 5

6. Are you aware of anti-ageing creams?

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 44% Yes
56% No

Suggestions Yes No
No of Respondents 28 22

7. Do you think the advertisements shown for anti-ageing creams are effective
reliable?

14%

Yes
No
86%

Suggestions Yes No
No Of Respondents 43 7

8. Have you used any anti-ageing creams?

46% Yes
54% No

Suggestions Yes No
No of Respondents 27 23

9. Are you aware about Loreal?

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 14%

Yes
No
86%

Suggestions Yes No
No Of Respondents 43 7

10. From which source did you come to know about Loreal?

Advt
16%
38%
Family &
Friends
46% Others

Suggestions Advt Family & Friends Others

No of Respondents 19 23 8

11. Which brand do you use or think is reliable?

12% Ponds
28%
Loreal
34% Olay
26% Other

Suggestions Ponds Loreal Olay Other

No of
14 13 17 6
Respondents

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12. Why do you prefer this brand?

Cost Benefit
34%
48% Motivated By the
advartisement
Loyalty Towards The
18% Brand

Motivated By the Loyalty Towards

Suggestions Cost Benefit
advartisement The Brand
No Of Respondents 24 9 17

13. Did the cream give you any positive effect?

34% Yes

66% No

Suggestions Yes No
No of Respondents 33 17

14. Were there any side effects of the cream?

18%

Yes
No

82%

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 Suggestions Yes No
No of Respondents 9 41

15. What was the side effect?

18% Pimple & Rashes

36%
Skin Darkening
Dryness
34% Others
12%

Pimple & Skin

Suggestions Dryness Others
Rashes Darkening
No of Respondents 18 6 17 9

16. Have you ever called and complained on the customer care number mentioned on
the pack of the cream?

6%

Yes
No
94%

Suggestions Yes No
No of Respondents 3 47

17. Did you continue with the same brand or tried any other anti-ageing cream?

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 2%

Yes

48% No
50%
Tried Other
Brands

Suggestions Yes No Tried Other Brands

No of Respondents 1 25 24

18. So will you in future prefer buying products just with the influence of
advertisements or do some research before buying it?

4%

20% Would Belive

Advt
Would Research
Before Buying
Avaoid Such
76% Brands

Would Believe Would Research Avoid Such

Suggestions
Advt Before Buying Brands
No of Respondents 10 38 2

19. Are you satisfied with Loreal Cosmetic Products?

40% Yes
No
60%

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 Suggestions Yes No
No of Respondents 30 20

20. Would you recommend Loreal to others?

22%
Yes
No
78%

Suggestions Yes No
No of Respondents 39 11

HYPOTHESIS TESTING:

The basic logic of hypothesis testing is to prove or disprove the research question. When a

researcher conducts quantitative research, he or she is attempting to answer a research

question or hypothesis that has been formulated. One method of evaluating this research

question is via a process called hypothesis testing, which is sometimes also referred to as

significance testing.

TYPES OF HYPOTHESIS TESTING:

z Test, t Test and f Test:

t, z and f tests are used to create confidence intervals. For most events that can be described

mathematically, there is always a margin of error. These tests are used for different samples.

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 The T test is generally used when the total sample size is less than around 30.

The Z test when it is above 30.

The F test can be used for either, but this test is used to analyze the ratio of the

variance of 2 samples.

z - Test:

A z-test is used for testing the mean of a population versus a standard or comparing the

means of two populations, with large (n greater than or equal to 30) samples whether or not

one knows the population standard deviation. It is also used for testing the proportion of some

characteristics versus a standard proportion, or comparing the proportions of two populations.

t - Test:

A t- test is used for testing the mean of one population against a standard or comparing the

means of two populations if you do not know the populations standard deviation and when

you have a limited sample (n less than 30). . The test statistic in the t-test is known as the t-

statistic. The t-test looks at the t-statistic, t-distribution and degrees of freedom to determine a

p value (probability) that can be used to determine whether the population means differ. The

t-test is one of a number of hypothesis tests.

f Test:

An f- test is any statistical test in which the test statistic has an f- distribution under the null

hypothesis. It is most often used when comparing statistical models that have been fitted to a

data set, in order to identify the model that best fits the population from which the data were

sampled. Exact f- test mainly arise when the models have been fitted to the data using least

squares.

Chi- square Test:

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Chi square is the measure which evaluates extent to which a set of the observed frequencies

of a sample deviates from the corresponding set of expected frequencies of the sample. It is

the measure of aggregate discrepancies between actual and expected frequencies. Any

statistical test that uses the chi square distribution can be called chi square test. It is

applicable both for large and small samples depending on the context.

Hypothesis Statements:

H1 : Consumers are aware about Anti- ageing products.

H0 : Consumers are not aware about Anti- ageing products.

H1 : TV advertisements do have an impact on the consumers mind.

H0 : TV advertisements do not have an impact on the consumers mind.

H1 : There is a lack of initiative among people towards complaining about any side effects on

the Customer care number.

H0 : People take initiative towards complaining about side effects on the customer care

number.

Consumers might have shown a like towards TV advertisings, but the belief towards

advertising of Anti- ageing products is low remains a fact. The advertisements shown with

regards to Anti-ageing creams claim to provide great benefits, but the end result has been

poor. Some womens had to face the side effects of the cream which has affected the earlier

positive impact of TV advertisements on them. Even though people say that the

advertisements are sometimes motivating, they would prefer buying a cream only after

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having a research from other users. More than the TV advertisements people would like to

believe in the word of mouth publicity.

Hence from the above hypothesis statements first H1 statement and third H1 statement has

been proved and the second H1 statement has been disproved.

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 CHAPTER 5
FINDINGS

Findings:

All the respondents watch TV for at least an hour.

Many people think that the advertisements shown on TV are valuable because it

provides them information about the products in the market.

There are a lot many womens who do not believe in the products like Anti-ageing

creams.

But still there are many who have tried Anti-ageing creams.

The advertisements shown with regards to Anti-ageing creams claim to provide great

benefits, but the end result has been poor.

Even a lot many womens had to face side effects of the creams.

Still the respondents have shown a like and loyalty towards the Olay brand.

Many womens are waiting for such creams that can really provide the benefits that

they claim in the advertisements.

Even though people say that the advertisements are sometimes motivating, they would

prefer buying a cream after having a research from other users.

More than the TV advertisements people would like to believe in the word of mouth

publicity.

Many users did not take any interest or initiative to call on the Customer care number

mentioned on the pack of the cream to register a complaint for the side effects they

had on using it.

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Suggestions:

To make advertisement more effective, all the determinants of effectiveness should be

taken care of.

If companies are clamming about effective Anti-ageing creams, they should at least

make a small effort to meet the customer requirements.

Womens should be more aware of the products before using it, to avoid any side

effects.

Advertisements shouldnt be made to fool people, rather it should be for the benefit

of the customers.

Awareness among the womens regarding consumer redressal has to be made in order

to have products that really provide benefits, in the market.

Last but not the least, womens should accept the natures way of ageing rather than

modifying them by spending a huge amount of money.

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 CHAPTER 6
CONCLUSION

Numerous studies have examined the effectiveness of advertising in the past decade. The

common measures of advertising effectiveness include ad recall, ad recognition, brand

awareness, clicks or click through rate, attitude towards the ad and the brand, and purchase

consideration. Advertising, sales promotion and public relations are mass-communication

tools available to marketers. As its name suggests, mass communication uses the same

message for everyone in an audience. Today, definitions of advertising abound. We might

define it as communication process, a marketing process, an economic and social process, a

public relations process or information and persuasion process viewed advertising from its

functional perspectives, hence they define it as a paid, non-personal communication through

various media by business firms, non-profit organization, and individuals who are in some

way identified in the advertising message and who hope to inform or persuade members of a

particular audience is of the opinion that advertising is used to establish a basic awareness of

the product or service in the mind of the potential customer and to build up knowledge about

it. Technology advancement had not given us new products and services, but they had

changed the meaning of many words. With increase in mass media, advertising effectiveness,

as more traditional mass media, had reduced. Now advertiser is looking for new and

presumably less cluttered media. The current age of digital media had given consumer

choices to opt in and opt out of marketing messages and advertising. Consumers are getting

more control of what they want and when they want. All these things are moving toward the

interactive marketing. As a promotional strategy, advertising provides a major tool in creating

product awareness and condition the mind of a potential consumer to take final purchase

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decision. As an advertiser their primary mission is to reach potential customers and influence

their awareness, attitudes and buying behavior.

Naturally, we'd all like to be remembered with a beautiful and tasteful photograph that

captures our essence. Still, the researchers were amazed at how many more people are now

likely to think that their defining photograph was taken years and years ago. Though we're

living longer and longer lives, it's clear that we're not happy with the effects of aging. People

don't seem to care that wrinkles are merely indicators of past smiles.

It has been concluded that T.V. advertising do not have much impact on buying behavior of

women customers. Before purchasing any product customers/ consumers collects information

for their proper purchasing decision making activities hence advertising is mostly adopted to

get information about FMCG products. There are different factors influenced on buying

behavior of women consumers in that it has been found that Social and personal factors have

more influenced. Maximum women consumers are influenced by word-of-mouth. People do

get motivated by the TV advertisements but word of mouth plays a very important role in

their buying behavior. Similarly, a cream suitable to one person may not be suitable to the

other person. Hence everyone has to be careful enough to check the products ingredients and

precaution measures mentioned on the packs before using it. In this way, television

advertising plays a vital role in buying behavior of women consumer.

Makers of anti-aging creams make some pretty enticing promises. They claim to give a face

several decades younger by firming up the skin that has sagged, eliminating the spots that

have formed and leaving the face with a rejuvenated glow. Such miracles don't come cheap,

though, if the prices of some of these creams can be believed. Is a jar of anti-aging cream

worth the money, or is it just a lot of empty promises in fancy packaging?

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Many creams and lotions sold in departmental stores and on the internet promise to reduce

wrinkles and prevent or reverse damage caused by the sun in a few weeks time. But the most

important question is do these creams really work? It often depends on the specific

ingredients and how long people use them. Because these over-the-counter (non-prescription)

wrinkle creams arent classified as drugs, theyre not required to undergo scientific research

to prove their effectiveness. They are tested for safety and not effectiveness. So, are these

creams a gimmick? Well, the benefits of using these products are usually only modest at best.

It is important to note that some naturally-occurring products and their extracts do help in

collagen and elastin production which helps in reducing wrinkles but everything that shines

are not gold too.

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