Mukt Shabd Journal ISSN NO: 2347-3150

AUDIENCE ANALYSIS TOWARDS THE EFFECTIVENESS

OF YOU TUBE ADVERTISING WITH REFERENCE TO
THANJAVUR CITY – A STUDY
Dr.U.PRIYA
Head & Asst. Professor of Commerce,
Bon Secours College for Women,
Vilar Bypass road, Thanjavur.

ABSTRACT- Advertisement purposes to influence the way consumers view themselves and how ordering
certain products can prove to be favorable to them. The information conveyed through advertising appeals,
influences the purchasing choices of consumers. Marketing is important to utmost businesses and is generally
the most significant aspect of any business policy. Social media have become a significant platform for
businesses to attach with their target audience and make an impression. With the rise of digital platforms,
success of advertisements has become a vital area of study for marketers to regulate the most efficient and
suitable medium of communication to place their advertisements.This study will help academic and commercial
investigators to conduct their research on this innovative media promotion and its new dimension. The focus of
the experiential study is to provide understandings into user awareness of you tube advertising that may serve
as a parameter for linkage operators and promoters as well as a basis for further studies in this significant area
of research. The study will investigate the audience analysis towards effectiveness of you tube advertising on
user’s behavior and attitude formation.
Keywords: marketing, social media, target audience, you tube, advertising appeals
INTRODUCTION
Social media is increasing rapidly and becoming a dynamic part of day today life,
because of the modern technological revolution. This fabulous growth is due to the growing
usage of smart phones. These phones make it easy to right to use any social media platform
from anyplace virtually. The mobile versions of these social media locations are so easy to
access made it user friendly. As well as the Map facilities made a remarkable usage through
mobile to find direction and places easily.
People who use societal networks store numerous information about themselves,
including their age, gender, interests, and location. This warehoused information allows
promoters to make a precise target groups and individualize their advertisements. This paper
is to assess the audience analysis towards effectiveness of you tube advertising.
STATEMENT OF THE PROBLEM
This study aims to look at the behaviour of social media users towards targeted
advertising on their homepage. It will measure the behavioural adaptations and
fluctuations in user’s attitude towards these advertisements. There is a rise in

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advertisements of online social networks, and insight of users regarding targeted

messages on prevalent network like you tube is not known to greater extent. Marketer s
should be enabled to succeed in users with relevant advertisements and personalized
messages. Such targeting will increase the worth of advertising for both advertisers and
social network users.
Social networks denote the connection, relationship and interactions that happen
within the social media platforms. On a marketing perspective, these are interactions
between the marketers and people interacting within the constructs.
OBJECTIVES OF THE STUDY
 To analysis the importance of the creative strategies involved in advertising and the
various approaches of the changing mode of visualization and techniques used in print
advertisements.
 To assess the effect of social media advertisement on its users.
 To examine the attitude of users of available social linkages towards advertisements.
 To explore and find out the behavioral changes in users of social media adds.
DATA COLLECTION
The researcher collected the data through primary sources and secondary sources.
SAMPLING DESIGN
Convenience sampling technique was adopted.
SCOPE OF THE STUDY
This article focuses on studying the purposes of the consumers to undertaking you
tube advertising and their different behaviors when they peruse online. This will help the
marketers and organizations to know the numerous dimensions of E-Marketing which
support the consumers in shopping online. It displays how the consumers decide to purchase
products and highlights the events that happen before, during, and after the purchase of the
product. Organizations will benefit by developing appropriate policies and indicating the
right model to confirm that consumers spend significant time on the organizational websites
to make the buying.
LIMITATIONS OF THE STUDY
 The study was carried out only among the audience of you tube viewers in Thanjavur
city.
 The sample size was restricted 75 due to time constraints.
 The sample was taken on the basis of convenience, therefore the
shortcoming of the convenience.
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REVIEW OF LITERATURE
Flanagan, A., & Metzger, M. (2016) in their study on “Internet use in the contemporary
media environment”. Analyzed how persons use new media in evaluate to traditional media,
especially the internet and the requirements that might be fulfilled in these new media
environments. The study found that communication needs have not changed with the
evolution of new media. Mass media was found to be used for informational and relaxation
purposes and facilitated interpersonal technologies were used for personal experiences such
as relationship formation, problem-solving, and encouragement purposes. The study found
ten needs that new media contents which were information, learning, play, entertainment,
persuasion, social bonding, relationship formation and maintenance, problem-solving, status,
and insight. This study supports the fact that individuals select communication channels
based on their ability to satisfy needs, therefore, their ability to convey the information.
Paula R. Rodriguez (2017) in her thesis titled “Effectiveness of YouTube Advertising: A
Study of Audience Analysis” examines the YouTube advertising effectiveness based on the
multiplicity of cues in the videos and the possible feedback channels offered by the platform.
This study showed that when it comes to advertising, consumers do not feel the need to give
feedback. In a social media site such as YouTube, where the most significant cues are
presented, individuals tend to enhanced know the message, and therefore, not feel the need to
comment or give opinion. Understanding these factors is helpful for companies to regulate
where their advertisement investments will be most profitable, and where the message will be
better received and understood
DATA ANALYSIS AND INTERPRETATION
TABLE – 1
DISTRIBUTION OF RESPONDENTS BASED ON ATTRACTION OF YOUTUBE
ADVERTISEMENT
S.no Opinion No. of Respondents Percentage
1 Strongly disagree 6 8
2 Disagree 10 13
3 Neutral 3 4
4 Agree 25 34
5 Strongly agree 31 41
Total 75 100

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The above table inferred that 41% of the respondents strongly agree that they were attracted
by you tube advertisement
TABLE – 2
ARE YOU BENEFITED IN THE YOUTUBE ADVERTISING
S.no Opinion No. of Respondents Percentage
1 Yes 50 67
2 No 25 33
Total 75 100
67% of the respondents stated that they are benefited through you tube advertisement.
TABLE – 3
ARE YOU COMMENT VIDEO ADVERTISING
S.no Opinion No. of Respondents Percentage
1 Strongly disagree 8 11
2 Disagree 19 25
3 Neutral 4 6
4 Agree 13 17
5 Strongly agree 31 41
Total 75 100
41% of the respondents strongly agree that they comment the video advertisement
TABLE – 4
OPINION BASED ON LOOK OUT FOR THE ADVERTISEMENT
S.no Opinion No. of Respondents Percentage
1 Product information 33 44
2 Price information 42 56
Total 75 100
More than half (56%) of the respondents opined that they look the you tube advertisement for
price information
TABLE – 5
ADVERTISEMENT DESIGN COULD AFFECT THE CULTURE
S.no Opinion No. of Respondents Percentage
1 Yes 49 65
2 No 51 35
Total 75 100

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Majority (65%) of the respondents agree that the advertisement design could affect the
culture
TABLE – 6
ARE YOU PURCHASED ANY PRODUCTS AFTER WATCHING YOU TUBE
ADVERTISEMENT
S.no Opinion No. of Respondents Percentage
1 Yes 40 53
2 No 35 47
Total 75 100
53% of the respondents stated that they purchased the products after watching the you tube
advertisement
TABLE – 7
LEVEL OF SATISFACTION
S.no Opinion No. of Respondents Percentage
1 Strongly satisfied 7 9
2 Satisfied 27 44
3 Neutral 33 36
4 Dissatisfied 6 8
5 Strongly unsatisfied 2 3
Total 75 100
44% of the respondents opined that they satisfied the purchase of you tube advertisement.
TABLE - 8
OPINION BASED ON LOOK OUT FOR IN AN YOU TUBE ADVERTISEMENT
S.no Opinion No. of Respondents Percentage
1 Product information 21 28
2 Discounts 24 32
3 Interaction 19 25
4 Price information 11 15
Total 75 100
32% of the respondents stated that they look out the discounts in an advertisement,
TABLE – 9
FEATURES OF PRODUCT

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S.no Opinion No. of Respondents Percentage

1 Quality 36 48
2 Price 29 39
3 Weight 10 13
Total 75 100
48% of the respondents stated that quality is the major feature for buying the products.
TABLE – 10
OVERALL OPINION ABOUT YOUTUBE ADVERTISING

Opinion No. of Respondents Percentage

S.no
1 Strongly Satisfied 14 19
2 Satisfied 34 45
3 Neutral 19 25
4 Dis satisfied 6 8
5 Strongly unsatisfied 2 3
Total 75 100
45% of the respondents satisfied the you tube advertising,
Table - 11
ASSOCATION BETWEEN LOOK FOR ADVERTISEMENT AND PRODUCT
SATISFICATION
Advertisement
Product Price
Total Inference
Product satisfaction information information
Strongly satisfied 5 2 7 Calculated
Satisfied 12 10 22 value =
Neutral 14 19 33 2.834
Dissatisfied 6 4 10 2 o.o5 =
Strongly dissatisfied 2 1 3 9.49
Total 39 36 75
Null Hypothesis (Ho)
There is no significant association between look for advertisement and product
satisfaction.

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Alternative Hypothesis (Ha)

There is a significant association between look for advertisement and product
satisfaction.
Calculated value = 2.834

Conclusion

Since, calculated value of x2 is less than the table value. Hence, null hypothesis is
accepted. So, it concludes that there is no significant association between look for
advertisement and product satisfaction.
SUGGESTIONS
YouTube already has the ability to track evolving viral hits–that’s what Trends
and the Trends Dashboard are all about. So they’d have no trouble spotting these rising
advertisement suggestions are deviations of your prevailing text ads that may enhancement
performance of your Search Network campaigns.
The more ads you deliver, the more choices you’ll have to show the ideal
message for each user search.
Ad suggestions are initially appeared in your account on the Recommendations
page for you to evaluation, and you can select to apply, edit, or dismiss them. Ad suggestions
noticeable as auto-apply will start serving after 14 days if no action is taken. Since the
database only aims ad groups in which there is a possible for performance improvement, ad
suggestions will only be provided for a small portion of ad groups, so you probably won’t see
changes in the huge majority of accounts or ad groups—you may only see a few ad
suggestions per account.
Presently, there are a ton of choices for advertisers who wish to reach YouTube
audiences; pre-roll, post-roll, banner ads, etc. But , it comes to location, there is always an
programmed aspect. Advertisers can select certain topics, keywords, or genres… but, as with
Google’s Ad words, finally the ads are placed by an algorithm.
An average branded viral video does well just to get a million views, and is
considered absolute lucky to get any more than that. The branded viral clips with more than
10 million views are rarer than you might think .We just don’t hear a lot about the millions of
unsuccessful branded viral attempts.
Audiovisual captures the Internet’s attention the way that Emerson has, it represents
a chance for a brand to grab more audiences than any video they themselves have put out.
Only there’s no easy way for them to do that.
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CONCLUSION
The results in this study have established that variety of cues is desired for an
advertisement to be more effective. Individuals tend to involve with the communication
networks that offer more cues because it enables the understanding of the message and leaves
less room for misunderstandings. Communication has not altered over the years, people are
still choosing the networks that they feel better satisfy their requirements; therefore, it is
critical for companies to not only identify those needs but also to comprehend what cues the
advertisement should deliver in order for it to be effective. This study shows that when it
comes to advertising, consumers do not feel the essential to give comment. In a social media
site such as YouTube, where the most significant cues are presented, individuals tend to
better to know the message, and therefore, not feel the requirement to comment or give
criticism. Understanding these factors is helpful for companies to regulate where their
advertisement investments will be most profitable, and where the message will be better
received and understood. Finally, this study analysis the response of audience analysis
towards the effectiveness of you tube advertising. This you tube advertisement is more
attractive to the consumers because has contributed to existing research, but with a new
perspective that can be applied to other social media sites.
This study analysis the responses which we got it can be concluded that the mutual
funds business is still in its early stage. The investors are not fully aware of mutual fund and
its functions.
REFERENCE
 Flanagin. A, Metzger. M (2001/1), “Internet use in the contemporary media
environment”, Human Communication Research, Volume 27, Issue1, Pages. 153-181.
 Paula Rodriguez, "Effectiveness of YouTube Advertising: A Study of Audience
Analysis" (2017). Thesis. Rochester Institute of Technology. School of
Communication College of Liberal Arts.

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