You are on page 1of 56

INTRODUCTON

On average, the general population spends over four and a half hours a day in front of the
media this is the study about impact of media advertisement. the advertisement is an
marketing activity .advertisement is a form of communication used to help acquire
information to society and also to the producer for increase the demand of their product
typically advertisement communicate a message including the name of the product or service
and how that producer service could potentially benefit the consumer .advertisers show and
tell a wide audience about their business, product, or service. They can show how the
product or service works and how it's packaged so prospective customers will know what to
look for when making a purchase. In advertising, it often takes various points to effectively
influence consumers’ behaviour. But instead of being influent by ads to buy a drinking
product, many viewers follow another buying pattern

Advertisement is the most using way of promotional activities about a product so the
advertisement make an image about a product in the society and make to the buy that product
so the advertisement may should focused on the growth of their sales so the advertisement is
a highest role in the ruling of a market. the advertisement influence in the buying decision or
any thoughts about product in the mind of consumer that may success of the advertisement

In this study focusing on impact of media advertisement

1
STATEMENT OF THE PROBLEM

This study determines the impact of media advertisement. Which means the role and
pressure of media advertisement among society to buy a product or service the study deals
with the influence of media advertisement among society in their buying decision and how
much influence in their day today life also their opinion about advertisement

2
SCOPE OF THE STUDY

This study entitled the impact of media advertisement people with special reference to
kottakkal municipality .this study focus on the area of one of the marketing strategy of
companies that is advertisement. This study mainly focused the impact of advertisement
among the people and also the role of advertisement in buying decision this study conducted
in the area of kottakkal municipality, indianoor and the researcher tries to understand the
impact of media advertisement

3
OBJECTIEVES OF THE STUDY

Primary objective

 To study the impact of media advertisement with special reference to


kottakkal municipality

Secondary objective

 To find out the influence of media advertisement among people


 To know the role of media advertisement in the customer buying behaviour
 To find out the awareness about media advertisement
 To know the type of advertisement mostly attracting the customer

4
RESEARCH METHODOLOGY

Research methodology is a systematic way to solve the problem. it is the description,


explanation and justification of various methods of conducting research .this idea deals with
the statement of the problem, research design, sample design, source of data collection,
hypothesis and statistical tools used for the data analysis and interpretation .a research
methods helps in arriving at solution by relating available data with unknown aspect of the
problem for the purpose of completing the project the data collected as follows

Research design

Descriptive research is used for the study .the major purpose descriptive research is
description of state of affairs as it exists at present .it involves collection measurement
and analysis of data

Population

Here the population is all the people in the kottakkal municipality

Sample size

The sample size is the 50 people in the kottakkal municipality

Sampling method

The method sampling used in this study is convenience sampling method

Period of study

The study was conducted for period of 14 days of 6th semester

5
SOURCE OF DATA

The source of data includes primary and secondary data

 Primary data

Primary data collected by distributing questionnaire to various respondents. the


questionnaire method was supplied for getting the systematic style of arranging the
objective questions related to the impact of media advertisement.

 Secondary data
Secondary data is needed for the proper interpretation of the primary data. In this study
used secondary data obtained from books, internet, magazines, etc.

Tools for analysis

1. Percentage analysis
𝑛𝑜 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑡𝑠
Percentage = ∗ 100
𝑡𝑜𝑡𝑎𝑙 𝑛𝑜 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑡𝑠

2. Co-efficient of correlation

𝑛 ∑ 𝑥𝑦−(∑ 𝑥 ∑ 𝑦)
Correlation=
√𝑛 ∑ 𝑥 2 −(∑ 𝑥)2 √𝑛 ∑ 𝑦 2 −(∑ 𝑦)2

6
LIMITATIONS OF THE STUDY

 During the study time was focused by the researcher is covert behaviours of the people
at a particular.
 The data are to be collected within a short period
 Some respondents do not give actual information

7
REVIEW OF LITARTURE

A study by Dwane Hal Dean in 1999 “Brand Endorsement, Popularity, and Event
Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes” has stated
about the ability of three advertising aspects: product endorsement, brand popularity, and
event sponsorship; that affect consumer perceptions regardless to product’s quality and
uniqueness. An experiment with hierarchy level of those three elements’ appearance and a
total of 185 respondents has been conducted. Results suggest main effects of the cue;
endorsement and popularity affect perceived quality, uniqueness, and sponsorship affecting
only citizenship of the advertising

Another previous study from Brown, T. J. and Rothschild, M. L. (1993) “Reassessing the
impact of television advertising clutter” claimed that it is unlikely that television viewers
avoid every commercial they come in contact with. Instead, avoiding or watching a
commercial would likely be influenced by the communication context surrounding the
advertisement. Previous research on ad clutter and commercial patterning provides evidence
for the contextual effect. The studies of advertising clutter have demonstrated that the level
of attention and recall decreases, as the number of commercials in an advertising break
increases. It also means the level of attention and recall decreases as the number of
commercials in advertising break increases.

Also several surveys have been taken to describe the real situation about the inefficient
television advertising. For example, a sample of 12,278 advertising breaks on five television
channels in the Netherlands. Result from Meurs’s study (1998). “A study on switching
behaviour during commercial break” was 28.6 percent of the audience stopped watching
television or switched away to another channel during commercial breaks.

Dr. M. Rathod(2012)found that Impact of Television Advertisements on Children are very


effective. An Empirical Study with Reference to Chocolate Brands Found that majority of

8
children likes to buy confectionary products just because his/ her favourite celebrity is
associated with the advertisement of that product. After watching advertisement of
confectionary products children sometimes insist their parents to purchase that product for

them. When children insist their parents to purchase confectionary product after watching its
advertisement, parents generally do agree with them. Especially confectionary products
(Chocolates) are concerned they do not care price of which they want to buy. Also they do
not care whether these products are healthy for them or not. While they are shopping, the
first thing comes in their mind is to purchase the advertised products. In this situation, the
advertising has a stronger effect on younger children.

Dr. Payal Upadhyay and Mr. Jayesh Joshi (March, 2014) said in their study that in Kota city
advertisements telecasted on television mostly focuses on male branded apparels, due to this
there is low selling of female apparels. There should be equally advertisement is necessary.
As far as literate people is concern they are completely aware about the brands but if we
talking about less educated people, they are not aware about the brands. That’s why complete
promotion and advertisement is necessary in these untapped areas by which each and every
consumer can know about the branded products and the company’s sale automatically
increase.

Harshini C.S. (2015) found that the Social media is changes the tradition of peoples rapidly.
People are increasingly using social media to search for information instead of other media
such as television, magazines, radio. So the Companies, need to create effective online
advertising strategies because internet is now the best platform to capture large number of
consumers. Therefore online advertisement plays an important role in current scenario.

Geeta Sonkusare (2013) found that Television advertising is one of the main source
advertising to interact with target audience. This is an effective way to give information
about the product with audio and video both. Hence Television advertising is an important
medium to make people aware about any product. In this study they found that impact of

9
Television advertisement on the consumer buying behaviour than other source of media
advertising.

Ali Hassan (2015) examined in their study that Television (TV) advertising is considered as
one of the most effective medium to influence the purchase decision of consumers. In their
study they found that rural peoples like the TV advertisements more than urban peoples. It
was also examined that both residents think good when they look the advertisement of that
product which they are by using or having.

10
PROFILE OF THE STUDY

ORIGIN AND DEVELOPMENT OF ADVERTISING

It has been wrongly assumed that the advertising function is of recent origin. Evidences
suggest that the Romans practiced advertising; but the earliest indication of its use in this
country dates back to the middle Ages, when the use of the surname indicated a man’s
occupation. The next stage in the evolution of advertising was the use of signs as a visual
expression of the tradesman’s function and a means of locating the source of goods. This
method is still in common use.

The seller in primitive times relied upon his loud voice to attract attention and inform
consumers of the availability of his services. If there were many competitors, he relied upon
his own personal magnetism to attract attention to his merchandise. Often it became
necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus,
the seller was doing the complete promotion job himself.

Development of retail stores, made the traders to be more concerned about attracting
business. Informing customers of the availability of supplies was highly important. Some
types of outside promotion were necessary. Signs on stores and in prominent places around
the city and notices in printed matters were sometimes used

When customers were finally attracted to the store and satisfied with the service at least
once, they were still subjected to competitive influences; therefore, the merchant’s signs and
advertisements reminded customers of the continuing availability of his services. Sometimes
traders would talk to present and former customers in the streets, or join social organizations
in order to have continuing contacts with present and potential customers.

As the markets grew larger and the number of customers increased, the importance of
attracting them also grew. Increasing reliance was placed on advertising methods of
informing about the availability of the products. These advertising methods were more
economical in reaching large numbers of consumers. While these advertising methods were
11
useful for informing and reminding and reminding, they could not do the whole promotional
job. They

were used only to reach each consumer personally. The merchant still used personal
persuasion once the customers were attracted to his store.

The invention of hand press increased the potentialities of advertising. By Shakespeare’s


times, posters had made their appearance, and assumed the function of fostering demand for
existing products. Another important event was the emergence of the pamphlet as an
advertising medium. The early examples of these pamphlets disclose their sponsorship by
companies want to generate goodwill for their activities. The low cost of posters and
handbills encouraged a number of publishers to experiment with other methods.

DEFINITION OF ADVERTISISNG

The word advertising originates from a Latin word advertise, which means to turn to. The
dictionary meaning of the term is “to give public notice or to announce publicly”.

Advertising may be defined as the process of buying sponsor-identified media space or time
in order to promote a product or an idea.

The American Marketing Association, Chicago, has defined advertising as “any form of non-
personal presentation or promotion of ideas, goods or services, by an identified sponsor.”

What Advertisement Is?

Advertisement is a mass communicating of information intended to persuade buyers to buy


products with a view to maximizing a company’s profits. The elements of advertising are:

 It is a mass communication reaching a large group of consumers.


 It makes mass production possible.
 It is non-personal communication, for it is not delivered by an actual person, nor is it
addressed to a specific person.

12
 It is a commercial communication because it is used to help assure the advertiser of a
long business life with profitable sales.

 Advertising can be economical, for it reaches large groups of people. This keeps the
cost per message low.

 The communication is speedy, permitting an advertiser to speak to millions of buyers


in a matter of a few hours.
 Advertising is identified communication. The advertiser signs his name to his
advertisement for the purpose of publicizing his identity.

What is Included in Advertising?


 The information in an advertisement should benefit the buyers. It should give them a
more satisfactory expenditure of their rupees.
 It should suggest better solutions to their problems.
 The content of the advertisement is within the control of the advertiser, not the
medium.
 Advertising without persuasion is ineffective. The advertisement that fails to
influence anyone, either immediately or in the future, is a waste of money.
 The function of advertising is to increase the profitable sales volume. That is,
advertising expenses should not increase disproportionately.

Advertising includes the following forms of messages: The messages carried in

 Newspapers and magazines


 On radio and television broadcasts
 Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen,
or by inserts in packages)
 Dealer help materials
13
 Window display and counter – display materials and efforts
 Store signs, motion pictures used for advertising
 Novelties bearing advertising messages and Signature of the advertiser
 Label stags and other literature accompanying the merchandise

What is excluded from Advertising?

Advertising is not an exact science. An advertiser’s circumstances are never identical with
those of another; he cannot predict with accuracy what results his future advertising efforts
will produce.

 Advertising is not a game, because if advertising is done properly, both the buyer and
the seller benefit from it.
 Advertising is not a toy. Advertiser cannot afford to play with advertising.
Advertising funds come from sales revenue and must be used to increase sales
revenue.
 Advertisements are not designed to deceive. The desire and hope for repeat sales
insures a high degree of honesty in advertising
The activities excluded from advertising are:
 The offering of premiums to stimulate the sale of products;
 The use of exhibitions and demonstrations at fairs, show and conventions;
 The use of samples and activities, involving news releases and the activities of
personal selling forces;
 The payment of advertising allowances which are not used for advertising;
 The entertainment of customers

14
ADVERTISING OBJECTIVES

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
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.

IMPORTANCE OF ADVERTISING

Generally, advertising is a relatively low-cost method of conveying selling messages to


numerous prospective customers. It can secure leads for salesmen and middlemen by
convincing readers to request more information and by identifying outlets handling the
product. It can force middlemen to stock the product by building consumer interest. It can
help train dealers salesmen in product uses and applications. It can build dealer and
consumer confidence in the company and its products by building familiarity. Advertising is
to stimulate market demand.
While sometimes advertising alone may succeed in achieving buyer acceptance, preference,
or even demand for the product, it is seldom solely relied upon. Advertising is efficiently
used with at least one other sales method, such as personal selling or point-of-purchase
display, to directly move customers to buying action.
Advertising has become increasingly important to business enterprises – both large and
small. Outlay on advertising certainly is the voucher. Non-business enterprises have also
15
recognized the importance of advertising. The attempt by army recruitment is bases on a
substantial advertising campaign, stressing the advantages of a military career. The health
department popularizes family planning through advertising Labour organizations have also
used advertising to make their viewpoints known to the public at large. Advertising assumes
real economic importance too.
Advertising strategies that increase the number of units sold stimulate economies in the
production process. The production cost per unit of output is lowered. It in turn leads to
lower prices. Lower consumer prices then allow these products to become available to more
people. Similarly, the price of newspapers, professional sports, radio and TV programmes,
and the like might be prohibitive without advertising. In short, advertising pays for many of
the enjoyable entertainment and educational aspects of contemporary life.

Advertising has become an important factor in the campaigns to achieve such societal-
oriented objectives such as the discontinuance of smoking, family planning, physical fitness,
and the elimination of drug abuse.

CASSIFICATION AND TYPES OF ADVERTISING

1. Product – Related Advertising


A. Pioneering Advertising
B. Competitive Advertising
C. Retentive Advertising

2. Public Service Advertising


3. Functional Classification
A. Advertising Based on Demand Influence Level.
a. Primary Demand (Stimulation)
b. Selective Demand (Stimulation)

16
B. Institutional Advertising
C. Product Advertising
a. Informative Product Advertising
b. Persuasive Product Advertising
c. Reminder-Oriented Product Advertising
4. Advertising based on Product Life Cycle
A. Consumer Advertising
B. Industrial Advertising
5. Trade Advertising
A. Retail Advertising
B. Wholesale Advertising
6. Advertising Based on Area of operation
A. National advertising
B. Local advertising
C. Regional advertising

7. Advertising According to Medium Utilized

1. PRODUCT – RELATED ADVERTISING

It is concerned with conveying information about and selling a product or service. Product
advertising is of three types

A. Pioneering Advertising:
This type of advertising is used in the introductory stages in the life cycle of a
product. It is concerned with developing a “primary” demand. It conveys
information about, and selling a product category rather than a specific brand

17
.

B. Competitive Advertising

It is useful when the product has reached the market-growth and especially the
market-maturity stage. It stimulates “selective” demand. It seeks to sell a
specific brand rather than a general product category. It is of two types:

 Direct Type: It seeks to stimulate immediate buying action.


 Indirect Type: It attempts to pinpoint the virtues of the product in
the expectation that the consumer’s action will be affected by it
when he is ready to buy
C. Retentive Advertising

This may be useful when the product has achieved a favourable status in the
market – that is, maturity or declining stage. Generally in such times, the
advertiser wants to keep his product’s name before the public. A much softer
selling approach is used, or only the name may be mentioned in “reminder” type
advertising

2. PUBLIC SERVICE ADVERTISING

This is directed at the social welfare of a community or a nation. The effectiveness of


product service advertisements may be measured in terms of the goodwill they generate in
favour of the sponsoring organization. Advertisements on not mixing drinking and driving
are a good example of public service advertising. In this type of advertising, the objective is
to put across a message intended to change attitudes or behaviour and benefit the public at
large.

18
3. FUNCTIONAL CLASSIFICATION

Advertising may be classified according to the functions which it is intended to fulfil.


 Advertising may be used to stimulate either the primary demand or the selective
demand.
 It may promote either the brand or the firm selling that brand.
 It may try to cause indirect action or direct action.
A. Advertising Based on Demand Influence Level

a) Primary Demand Stimulation Primary demand is demand for the


product or service rather than for a particular brand. It is intended to
affect the demand for a type of product, and not the brand of that
product. Some advertise to stimulate primary demand. When a
product is new, primary demand stimulation is appropriate. At this
time, the marketer must inform consumers of the existence of the new
item and convince them of the benefits flowing from its use. When
primary demand has been stimulated and competitors have entered
the market, the advertising strategy may be to stimulate the selective
demand.
b) Selective Demand Stimulation This demand is for a particular brand.
To establish a differential advantage and to acquire an acceptable sort
of market, selective demand advertising is attempted. It is not to
stimulate the demand for the product or service. The advertiser
attempts to differentiate his brand and to increase the total amount of
consumption of that product. Competitive advertising stimulates
selective demand. It may be of either the direct or the indirect type.

19
B. Institutional Advertising
Institutional Advertising may be formative, persuasive or reminder oriented in
character. Institutional advertising is used extensively during periods of product
shortages in order to keep the name of the company before the public. it aims at
building for a firm a Positive public image in the eyes of shareholders,
employees, suppliers, legislators, or the general public. This sells only the name
and prestige of the company. This type of advertising is used frequently by large
companies whose products are well known. does considerable institutional
advertising of its name, emphasizing the quality and research behind its
products. Institutional advertisements are at consumers or focus them upon other
groups, such as voters, government officials, suppliers, financial institutions,
etc. If it is effective, the target groups will respond with goodwill towards, and
confidence in the sponsor. It is also a useful method or introducing sales persons
and new product to consumers. It does not attempt to sell a particular product; it
benefits the organization as a whole. It notifies the consumers that the company
is a responsible business entity and is patriotic; that its management takes
ecologically responsible action, is an affair- motive-action employer, supports
the socialistic pattern of society or provides employment opportunities in the
community.
C. Product Advertising
Most advertising is product advertising, designed to promote the sale or
reputation of a particular product or service that the organization sells. The
marketer may use such promotion to generate exposure attention,
comprehension, attitude change or action for an offering. It deals with the non-
personal selling of a particular good or service.
It is of three types as follows:-
a) Informative Product Advertising
This form of advertising tends to characterize the promotion of any
new type of product to develop an initial demand. It is usually done

20
in the introductory stages of the product life cycle. It was the original
approach to advertising.

b) Persuasive Product Advertising

Persuasive product advertising is to develop demand for a particular


product or brand. It is a type of promotion used in the growth period
and, to some extent, in the maturity period of the product life cycle.

c) Reminder-Oriented Product Advertising


The goal of this type of advertising is to reinforce previous
promotional activity by keeping the brand name in front of the
public. It is used in the maturity period as well as throughout the
declining phase of the product life cycle.

4. ADVERTISING BASED ON PRODUCT LIFE CYCLE

A. Consumer Advertising Most of the consumer goods producers engage in


consumer product advertising. Marketers of pharmaceuticals, cosmetics,
scooters, detergents and soaps, cigarettes and alcoholic beverages are examples.
Baring a few, all these products are all package goods that the consumer will
often buy during the year. There is a heavy competition among the advertisers to
establish an advantage for their particular brand.
B. Industrial Advertising Industrial executives have little confidence in advertising.
They rely on this form of promotion merely out of fear that their competitors
may benefit if they stop their advertising efforts. The task of the industrial
advertiser is complicated by the multiple buying influence characteristics like,
the derived demand, etc. The objectives vary according to the firm and the
situation. They are:

21
 To inform,
 To bring in orders,
 To induce inquiries,
 To get the advertiser’s name on the buyer’s list of sources,
 To provide support for the salesman,
 To reduce selling costs,
 To help get items in the news column of a publication,
 To establish recognition for the firm or its product,
 To motivate distributors,
 To recognition for the firm or its products,
 To motivate distributors, to create or change a company’s image,
 To create or change a buyer’s attitude, and The basic appeals tend to increase the
rupee profits of the buyer or help in achieving his non-monetary objectives.

Trade journals are the media most generally used followed by catalogues, direct mail
communication, exhibits, and general management publications. Advertising agencies are
much less useful in industrial advertising.

5. TRADE ADVERTISING

A. Retail advertising this may be defined as “covering all advertising by the stores that
sell goods directly to the consuming public. It includes, also advertising by
establishments that sell services to the public, such as beauty shops, petrol pumps
and banks.” Advertising agencies are rarely used. The store personnel are usually
given this responsibility as an added task to be performed, together with their
normal functions. The result is that advertising is often relegated to a secondary
position in a retail store. One aspect of retail advertising is co-operative
advertising. It refers to advertising costs between retailers and manufacturers. From
the retailer’s point of view, co-operative advertising permits a store to secure
additional advertising that would not otherwise have been available.
22
B. Wholesale Advertising Wholesalers are, generally, not advertising minded, either
for themselves or for their suppliers. They would benefit from adopting some of the

image-making techniques used by retailers – the need for developing an overall


promotional strategy. They also need to make a greater use of supplier promotion
materials and programmes in a way advantageous to them.
6. ADVERTISING BASED ON AREA OF OPERATION

A. National advertising It is practiced by many firms in our country. It encourages the


consumer to buy their product wherever they are sold. Most national
advertisements concentrate on the overall image and desirability of the product.

B. Regional advertising It is geographical alternative for organizations.


C. Local advertising it is generally done by retailers rather than manufacturers. These
advertisements save the customer time and money by passing along specific
information about products, prices, location, and so on. Retailer advertisements
usually provide specific goods sales during weekends in various sectors.
7. ADVERTISING ACCORDING TO MEDIUM

The most common classification of advertising is by the medium used. For example: TV,
radio, magazine, outdoor, business periodical, newspaper and direct mail advertising. This
classification is so common in use that it is mentioned here only for the sake of
completeness.

23
Table 4.1

Table showing time spend with media in a day

Category No. of responds Percentage%

Less than 2 hours 20 40%

2-3 hours 17 34%


4-6 hours 6 12%
More than 6 hours 7 14%

Total 50 100%
Source: primary data

Figure 4.1

Figure showing time spend with media in a day

4-6 hours
more than 6 hours

2 - 3 hours

less than 2 hours

Interpretation

From the above analysis 40% of the respondents are spent time with media less than 2
hours. 34% are spent 2-3 hours, 12% are spent 4-6 hours, and 14% are spent more than
6 hours.

24
Table 4.2

Table showing most preferred media

Category No. of responds Percentage%

RADIO 5 10%
T.V 18 36%
Print media 11 22%
Social media 16 32%
Total 50 100%
Source: primary data

Figure 4.2

Figure showing most preferred media

RADIO
10%

SOCIAL MEDIA
32%

T.V
36%

PRINT MEDIA
22%

RADIO T.V PRINT MEDIA SOCIAL MEDIA

Interpretation

From the above analysis 36% of respondents are prefer T.V, 32% are prefer social
media, 22% are prefer print media, and 10% are prefer radio.

25
Table 4.3

Table showing the opinion about media advertisement

Category No. of responds Percentage%


Very good 6 12%
Good 29 58%
Average 14 28%
bad 1 2%
Total 50 100%
Source: primary data

Figure 4.3

Figure showing the opinion about media advertisement

70%

60%

50%

40%

30%

20%

10%

0%
Very good Good Average bad

percentage

Interpretation

From the above analysis 58% of the respondents are opined that media advertisement
is good, 28%have average, 12%have very good and 2%have bad opinion about media
advertisement
26
Table 4.4

Table showing the type of advertisement like to watch

Category No. of responds Percentage%


Food 10 20%
sports 15 30%
Electronics 10 20%
Fashion 11 22%
Health 4 8%
Total 50 100%
Source: primary data

Figure4.4

Figure showing the type of advertisement like to watch

Health

Fashion

Electronics

sports

Food

0% 5% 10% 15% 20% 25% 30% 35%


percentage

Interpretation

From the above analysis 30% of the respondents would like to watch sports, 20%are
like to watch electronics and food, 22%are like to watch fashion and 8% are like to
watch health advertisement

27
Table 4.5

Table showing the rating of present media advertisement

Category No. of responds Percentage%


Excellent 13 26%
Good 25 50%
Average 10 20%
Poor 2 4%
Total 50 100%
Source: primary data

Figure4.5

Figure showing the rating of present media advertisement

60%

50%

40%

30%

20%

10%

0%
Excellent Good Average Poor

percentage

Interpretation

From the above analysis 50%of the respondents are rate media advertisement is good,
26%rate as excellent, 20%rate average, 4% rate media advertisement is poor

28
Table 4.6

Table shows the more liked advertisement

Category No. of responds Percentage%


Still image 13 26%
Moving image 37 74%
Total 50 100%
Source: primary data

Figure 4.6

Figure showing the more liked advertisement

80%

70%

60%

50%

40%

30%

20%

10%

0%
still image movingimage

percentage

Interpretation

From the above analysis 74% of the respondents are like moving image, 26%of the
respondents are like to still images

29
Table 4.7

Table shows that opinion about media advertisement helps to acquire information

Category No. of responds Percentage%


Agree 23 46%
strongly agree 12 24%
dis agree 11 22%
Strongly disagree 4 8%
Total 50 100%
Source: primary data

Figure 4.7

Figure showing that opinion about media advertisement helps to acquire information

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Agree strongly agree dis agree Strongly disagree

percentage

Interpretation

From the above analysis 46% of the respondents are agree that media advertisement
help to acquire information,24% are strongly agree ,22% are disagree,8%of the
respondents are strongly disagree that media advertisement help to acquire
information
30
Table 4.8

Table showing the opinion about the media advertisement influence in buying decision

Category No. of responds Percentage%


Agree 18 36%
Strongly agree 14 28%
Disagree 11 22%
Strongly disagree 7 14%
Total 50 100%
Source: primary data

Figure 4.8

Figure showing the opinion about the media advertisement influence in buying
decision

14%

36% Agree
Strongly agree
22%
Disagree
Strongly disagree

28%

Interpretation

From the above analysis 36% of the respondents agree that media advertisement
influence in their buying decision ,28% are strongly agree,22% are disagree,14%are
strongly disagree that media advertisement influence in their buying decision
31
Table 4.9

Table showing the influence level of advertisement in buying decision

Category No. of responds Percentage%


Highly influenced 29 58%
Not influenced 21 42%
Total 50 100%
Source: primary data

Figure 4.9

Figure showing the influence level of advertisement in buying decision

0%

42%
Highly influenced
Not influenced
58%

Interpretation

From the above analysis 58% of the respondents are says that advertisement is
influence in their buying decision, 42%of the respondents says that media
advertisement is not influence in their buying decision

32
Table 4.10

Table shows the purchase of product while watching advertisement

Category No. of responds Percentage%


Yes 32 64%
No 18 36%
Total 50 100%
Source: primary data

Figure 4.10

Figure showing the purchase of product while watching advertisement

percentage

yes no

Interpretation

From the above analysis 64% of the respondents purchase product while watching the
advertisement and 36% of the respondents didn’t purchase products while watching
the advertisement

33
Table 4.11

Table shows the opinion about the visuals and slogans of the advertisement are
memorable and familiarise the brand

Category No. of responds Percentage%


Agree 18 36%
Strongly agree 9 18%
Dis agree 9 18%
Strongly disagree 14 28%
Total 50 100%
Source: primary data

Figure 4.11

Figure showing the opinion about the visuals and slogans of the advertisement are
memorable and familiarise the brand

40%

35%

30%

25%

20%

15%

10%

5%

0%
Agree Strongly agree Dis agree Strongly disagree

percentage

Interpretation

From the analysis 36% of the respondents agree that visuals and slogans are
memorable and familiarise the brand ,28% of the respondents are strongly dis agree
.18% are disagree and 18% of the respondents are strongly agree the visuals and
slogans in the advertisement are memorable and familiarise the brand
34
Table 4.12

Table showing the opinion about advertisement by celebrities is more attractive

Category No. of responds Percentage%


Yes 38 76%
No 12 24%
Total 50 100%
Source: primary data

Figure 4.12

Figure showing the opinion about advertisement by celebrities is more attractive

80%

70%

60%

50%

40%

30%

20%

10%

0%
yes no

percentage

Interpretation

From the above analysis 76% of the respondents are opined advertisement by
celebrities is more attractive and 24% of the respondents are opined that advertisement
with celebrities are didn’t attract more

35
Table 4.13

Table showing the interest to buy products while favourite celebrities act in the
advertisement

Category No. of responds Percentage%


Yes 33 66%
No 17 34%
Total 50 100%
Source: primary data

Figure 4.13

Figure showing the interest to buy products while favourite celebrities act in the
advertisement

yes no

Interpretation

From the above analysis 66% of the respondents are opined that they are interested to
buy product while their favourite celebrities are act in the advertisement and 34% of
the respondents are didn’t like to buy products while their favourite celebrities are act
in the advertisement

36
Table 4.14

Table showing the opinion about social media advertisement is more attractive

Category No. of responds Percentage%


Agree 22 44%
Strongly agree 6 12%
Dis agree 9 18%
Strongly disagree 13 26%
Total 50 100%
Source: primary data

Figure 4.14

Figure showing the opinion about social media advertisement is more attractive

percentage

Agree
50%

40%

30%

20%

10%

Strongly disagree 0% Strongly agree

Dis agree

Interpretation

From the above analysis 44% of the respondents are agree that social media
advertisement more attractive ,12% are strongly agree ,18% are disagree and 26% are
strongly disagree that social media advertisement is more attractive

37
Table 4.15

Table showing the opinion about untruthful media shows fake advertisement

Category No. of responds Percentage%


TV 15 30%
Radio 5 10%
Print media 3 6%
Social network 27 54%
Total 50 100%
Source: primary data

Figure4.15

Figure showing the opinion about untruthful media shows fake advertisement

60%

50%

40%

30%

20%

10%

0%
TV Radio Print media Social network

percentage

Interpretation

From the above analysis 30% of the respondents are opined TV shows fake
advertisement, 10%are opined radio, 6%are print media and 54% are opined that
social network is the untruthful media shows fake advertisement

38
Table 4.16

Table showing the opinion about face any cheating by buying products impressed by
the advertisement

Category No. of responds Percentage%


Yes 35 70%
No 15 30%
Total 50 100%
Source: primary data

Figure4.16

Figure showing the opinion about face any cheating by buying products impressed by
the advertisement

30%

yes
no

70%

Interpretation

From the above analysis 70% of the respondents are opined that they faced cheating
through the advertisement when they buy a product and 30% of the respondents are
opined they didn’t face any cheating through the advertisement
39
Table 4.17

Table showing the role of advertisement to encourage the children to purchase a


product

Category No. of responds Percentage%


Agree 20 40%
Strongly agree 18 36%
Disagree 5 10%
Strongly disagree 7 14%
Total 50 100%
Source: primary data

Figure4.17

Figure showing the role of advertisement to encourage the children to purchase a


product

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Agree Strongly agree Disagree Strongly disagree

percentage

Interpretation

From the above analysis 40% of the respondents are agree that advertisement
encourage the children to purchase a product,36%are strongly agree ,10% are disagree
and 14% of the respondents are strongly disagree that the advertisement encourage the
children to purchase a product
40
Table 4.18

Table showing the main purpose of advertisement through media

Category No. of responds Percentage%


Sell the product 25 50%
Inform the customer 11 22%
Increase the value of 14 28%
product
Total 50 100%
Source: primary data

Figure4.18

Figure showing the main purpose of advertisement through media

60%

50%

40%

30%

20%

10%

0%
Sell the product Inform the customer Increase the value of
product

percentage

Interpretation

From the above analysis 50% of the respondents says that main purpose of
advertisement through media for sell the product,22% says to inform the customers
and 28% of the respondents says that the main purpose increase the value of the
product
41
Table4.19

Table showing the opinion about advertisement is not only for marketing but also for
social awareness

Category No. of responds Percentage%


Agree 21 42%
Strongly agree 4 8%
Disagree 13 26%
Strongly disagree 12 24%
Total 50 100%
Source: primary data

Figure4.19

Figure showing the opinion about advertisement is not only for marketing but also for
social awareness

Strongly disagree 24%

Disagree 26%

Strongly agree 8%

Agree 42%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

percentage

Interpretation

From the above analysis 42% of the respondents are agree that advertisement is also
for social awareness,8% strongly agree ,26% disagree and 24% of the respondents are
strongly disagree that advertisement is also for social awareness
42
Table 4.20

Table showing the opinion about media advertisement focused on literate people

Category No. of responds Percentage%


Agree 16 32%
Strongly agree 5 10%
Disagree 16 32%
Strongly disagree 13 26%
Total 50 100%
Source: primary data

Figure 4.20

Figure showing the opinion about media advertisement focused on literate people

Agree Strongly agree Disagree Strongly disagree

Interpretation

From the above analysis 32% of the respondents are agree that media advertisement
focused on literate people,10% strongly agree ,32% disagree and 26% of the
respondents are strongly disagree that media advertisement is focused on literate
people
43
Table4.21

Table showing the opinion about media advertisement is more power full than the
communication between two people about a product

Category No. of responds Percentage%


Agree 16 32%
Strongly agree 8 16%
Disagree 12 24%
Strongly disagree 14 28%
Total 50 100%
Source: primary data

Figure4.21

Figure showing the opinion about media advertisement is more power full than the
communication between two people about a product

35%

30%

25%

20%

15%

10%

5%

0%
agree Strongly agree Disagree Strongly disagree

percentage

Interpretation

From the above analysis 32% of the respondents are agree that media advertisement
better than communication between two person about a aproduct,16%are strongly
agree,24% are disagree and 28% are strongly disagree the statement that
advertisement is more powerful than communication between two person

44
Table 4.22

Table showing the reference of product after watching advertisement

Category No. of responds Percentage%


yes 30 60%
no 20 40%
Total 50 100%
Source: primary data

Figure4.22

Figure showing the reference of product after watching advertisement

yes no

Interpretation

From the above analysis 60% of the respondents are says that they are suggest a
product after watching the advertisement and 40% of the respondents are says that
they didn’t suggest products after watching advertisement

45
Table4.23

Table showing the opinion about influence of advertisement among people

Category No. of responds Percentage%


Yes 43 86%
No 7 14%
Total 50 100%
Source: primary data

Figure4.23

Figure showing the opinion about influence of advertisement among people

no

yes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

percentage

Interpretation

From the above analysis 86% of the respondent are opined that advertisement is
influence among people, 14% of the respondents are says that advertisement didn’t
influence among people

46
CORRELATION

Problem starting the relationship between the attraction of advertisement and encourage of
children

X Y 𝑥2 𝑦2 XY
22 18 484 324 396
6 7 36 49 42
9 5 81 25 45
13 20 169 400 260
50 50 770 798 743

𝑛 ∑ 𝑥𝑦−(∑ 𝑥 ∑ 𝑦)
Correlation analysis =
√𝑛 ∑ 𝑥 2 −(∑ 𝑥)2 √𝑛 ∑ 𝑦 2 −(∑ 𝑦)2

4∗743−(50∗50)
=
√4∗770−(50)2 √4∗798−(50)2

472
=
24.08∗26.30

472
=
633.30

= 0.74

47
FINDINGS

 Majority of the respondents opined that media advertisement is good.


 Majority of the customers purchase products while watching advertisement.
 Almost all respondents opined that advertisement by celebrities more attractive.
 Most of the respondent opined that social network is showing untruthful
advertisement.
 Majority of the customers faced cheating through advertisement.
 Majority of the respondents opined that advertisement encourage children.
 Majority of the respondents are suggest products to others after watching the
advertisement
 Majority of the respondents like to watch visual advertisement.
 Majority of the respondents opined that advertisement is informative.
 Majority of the respondents opined that social media advertisement is more attractive.

48
SUGGESTION

 Advertisement is mostly encourage in children so give them awareness about the


positive and negative side of advertisement.
 Beware the fake advertisement from social networks and also try to find the truthiness
of advertisement.
 Never believe commercial advertisement blindly, try to understand the worthiness of
the product
 Be aware the visualise of visual advertisement and reality of a product

49
CONCLUSION

This research is conducted to find out the impact of media advertisement .the study reveals
that media advertisement is make an impact among the people as well as the advertisement
influence In their day to day life .the advertisement should make an information about a
product so the better way of communication is medias because the media are most using one
in the world. The advertisement make a customer to promote buy a product because the
advertisement is attractive, memorable so the advertisement may also make an impact in the
present society.

This study conclude that advertising play an effective role in today’s era very one under its
influence more or less advertising play a vital role in economy system of a country. Its helps
in selling idea’s goods and services. Advertising both reflected and effected over life style
and thus play a substantial social role.

From this research the researcher conclude that media advertisement make appositive impact
among the customers. the customers buy the product while watching the advertisement and
also provide an information about a product

50
QUESTIONNAIRE

1. Name :

2. Age :

3. Gender : Male Female

4. How much time you spend with media in a day?

a. Less than 2 hour’s b. 2-3 hours

c. 4-6 hours d. More than 6 hours

5. Which type of media you prefer more?

a. Radio b. T.V

c. Print media d. Social Network

6. What is your opinion about media advertisement?

a. Very good b. Good

c. Average d. Bad

7. Which type ofadvertisement would you like to watch?

a. Food b. Sports c. Electronics

d. Fashion e. Health

51
8. Rate the present media advertisements

a. Excellent b. Good

c. Average d. Poor

9. Which type of advertisement do you like more?

a. Still image (magazine, newspaper)

b. Moving image (T.V, social media)

10. “Media advertisement helps to acquire information” do you agree?

a. Agree b. Strongly agree

c. Disagree d. Strongly disagree

11. Do you agree that media advertisement is influenced in your buying


decision?

a. Agree b. Strongly agree

c. Disagree d. Strongly disagree

12. How much the advertisement influenced in your buying decision?

a. Highly influenced b. Not influenced

13. Do you purchase any product while watching the advertisement?

52
a. Yes b. No

14. Visuals and slogans of the advertisement is memorable and familiarize the
brand. Do you agree?

a. Agree b. Strongly agree

c. Disagree d. Strongly disagree

15. Do you believe that advertisement by celebrities is more attractive?

a. Yes b. No

16. Are you interested to buy the product when your favourite celebrities act in
the advertisement?

a. Yes b. No

17. Now a day’s social media advertisement is more attractive – do you agree?

a. Agree b. Strongly agree

c. Disagree d. Strongly disagree

18. According to your opinion which is the Untruthful media shown fake news?

a. TV b. Radio

c. Print media d. Social network

53
19. Do you face any cheating by buying any products impressed by the
advertisement?

a. Yes b. No

20. Advertisements encourage the children to purchase product – do you agree?

a. Agree b. Strongly agree

c. Disagree d. Strongly disagree

21. What is the main purpose behind advertisement through media?

a. Sell the product b. Inform the customer

c. Increase the value of product d. Reinforcement

22. Advertisement are there not only for marketing activities but also for social
awareness – do you agree that?

a. Agree b. Strongly agree

c. Disagree d. Strongly disagree

23. Media advertisement focused on literate people – do you agree that?

a. Agree b. Strongly agree

c. Disagree d. Strongly disagree

54
24. Media advertisement is more powerful than the communication between two
people about a product – do you agree?

a. Agree b. Strongly agree

c. Disagree d. Strongly disagree

25. Do you suggest a product after watching a media advertisement?

a. Yes b. No

26. Do you believe that media advertisement create an influence among the
people?

a. Yes b. No

55
BIBILIOGRAPHY

Books

 marketing management – A Vinod


 research and methodology – CR Kothari

Web site

 www.slideshare.in
 www.scribd.com
 www.dypatil.edu
 www.Shodhganga.inflibnet.ac.in

56