“The role of advertisement media on consumer buying behavior”

Project work submitted to

Mahatma Gandhi University, Kottayam , Kerala

In partial fulfillment of the requirements

for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

Keerthi A.R. (Reg No:200021088281)

Under the Guidance & Supervision of

Prof. Anjitha (Assistant Professor)

DC SCHOOL OF MANAGEMENT AND TECHNOLOGY

PULLIKKANAM, VAGAMON

+Academic Period
 DC SCHOOL OF MANAGEMENT AND TECHNOLOGY
PULLIKKANAM, VAGAMON

CERTIFICATE

This is to certify that the dissertation entitled “The role of advertisement

media on consumer buying behavior” is a bona fide record of work carried
out by Keerthi A.R. under my supervision and guidance and submitted to
Mahatma Gandhi University in partial fulfilment of the requirements for the
award of the degree of Bachelor of Business Administration. This
dissertation has not formed the basis for the award of any degree or diploma.

Prof. Anjitha
DC School of Management and Technology
Pullikkanam, Vagamon

Countersigned by
Prof. AKHIL B VIJAYAN
DC School of Management & Technology
Pullikkanam, Vagamon

Pullikkanam
February 2023
 ACKNOWLEDGEMENT

I praise the Lord Almighty, for it has shown immense grace, favor and led us
through the green pastures during my project work and to accomplish this in
a successful way.
The success of any work depends upon the contribution made by various
personalities. I would like to express my sincere thanks to each and every
individual who had directly or indirectly provided their valuable support for
my project despite their busy schedule.
Words are unbound to express my sincere thanks to my guide Prof. Anjitha
without whose help, this work could not have come out in this manner. His/
her constant attention, encouragement and timely suggestions gave me
confidence to complete this report successfully.
I also express my gratitude to Prof. Akhil B. Vijayan, Vice-Principal, DC
School of Management and Technology, Pullikkanam for giving me the
opportunity to do the dissertation, providing me all the facilities to complete
the work and the encouragement rendered by him throughout my academic
carrier.
I would like to take the opportunity to express my sincere thanks to all the
teaching and non-teaching staff for giving me all the valuable suggestions
and support on time.
Last but not the least, I express my gratitude to all respondents/ organization
who cooperated with me by giving their facilities and responses on the
questions without delay. This work has given me an opportunity to
acknowledge the inner debt that I owe my parents and all my friends who
have influenced me throughout the project.

Keerthi A. R.
 DECLARATION

I hereby declare that this project work entitled “The role of advertisement
media on consumer buying behavior” has been prepared by me under the
supervision of Prof. Anjitha, designation, DC School of Management &
Technology, Pullikkanam, Vagamon.
I also hereby declare that this project work has not been submitted by me
fully or partially for the award of any degree, diploma title or recognition
earlier.

Keerthi A.R.

Pullikkanam
February 2023
 Table of Contents

Chapter No. Title Page No.

List of Tables

(Note: should be separate from table of contents)

Sl.No. Title Page No.

List of Figures

Sl.No. Title Page No.

EXECUTIVE SUMMARY
 CHAPTER – 1
INTRODUCTION
1.1 GENERAL INTRODUCTION

In the age of competing among companies, understanding the marketing

approach in context to the consumer’s behaviour through various media
platform plays a crucial role. In this it has been attempted to gain a
deeper understanding of how consumer behaviour is influenced by the
advertising strategies adopted and media choices made by the corporate
entities given the revolutionary changes occurring in the present-day
media. Consumers’ adoption of media information for various media
like television (TV), radio, newspapers, magazines, and internet are
entirely different. Moreover, the characteristics of different media and its
immediate and long-term effects on consumers are also varied. For instance,
TV offers high-quality audio and visuals content to the audience. Hence,
making it more suitable for those product categories which require physical
demonstrations. Similarly, Radio offers audio content to the audience and
can be the best fit for the business offering services to local or nearby
markets like family physicians or educational institutions. However, some
researchers argued that over a period the effects of different media platforms
on consumers' memory effect at a different strength. For instance, TV ads
have a comparatively substantial initial impact, but in the resulting period, its
impact quickly dissolves whereas a magazine has a lower impact
initially but has a persistent impact over a period. This is because the reader
can read the magazine at their own pace, picked up once more, utilized by
other people, and so on. However, In India, newspapers play an essential role
as an effective medium of communication. This is due to its reach in almost
every part of the country. According to Statista (2016) India advertisers
still preferred traditional mediums, such as television and print as a medium
of communication. In 2015, print had the maximum advertising revenue.
The advent of the internet users after the launch of JIO can be concluded as
the major reason for the digital advertising as the third largest advertising
spends with a growth rate of 15.5 percent of total ad spent. It was stated by
Srivastava (2014) that advertisements have wide acceptance as the source
of information among the consumers compare to other sources on different
media platform; as a result, a media mix decision are a crucial
decision for advertisers. This research is relevant because a marketer needs
to prioritize the effects of the advertisement on a different media platform
on consumer behaviour. Today, the advertising cost of each media is very
high and inappropriate media strategies can be a costly affair. To overcome
such overheads, it is important for brand managers to understand various
media advertisements. A successful media planning by understanding
the impact of media advertisements on Consumer Behaviour can be of
crucial help to brand managers. Additionally, the theories of consumer
behaviour strongly argued that there is a relationship between
advertisements and various stages of consumer behaviours. Considering five
media platforms (TV, radio, newspapers, magazines, and internet), the
researcher tried to explore the impact of these media advertisements on
five stages of consumer behaviour (awareness, interest, conviction,
purchase and post-purchase). The researcher has considered the internet as
a typical media vehicle for all different vehicles within internet like Twitter,
Facebook, Youtube, email, and so forth. This study is of utmost relevance to
the current situation of the advertisement market, as this will be of crucial
help to understand how to balance between traditional and digital media.
Research feeds the need for empirical research to find out the significant
impact of mass media on consumer behaviour stages (awareness, interest,
conviction, purchase and post-purchase).
1.2 STATEMENT OF THE PROBLEM

It is obvious is almost impossible to deliver information to consumers

without use of advertising. Certainly, this may be because of globalization
and accessibility of hundreds of channels for the viewers of this modern era.
Globalization has brought wide choice of markets to consumers which make
advertising to play a huge role. According to Geisler (1987), the consumer is
more likely to associate with advertisements of those brands, which have
emotional values and messages. This is so because, positive emotional
appeals provide a strong brand cue and stimulate category based processing.
If the categorization process is successful, then the affect and beliefs
associated with this category in memory are transferred to the object itself
(Stone, 1982). Consumers are not only at first confused and disordered in
mind, but they also try to categorize the brand association with their existing
memory, when thousands of products are faced by them, and they might
reposition memories to outline a brand image and perception concept toward
new products (Ibid). They can categorize latest information into particular
brand or product group label and store them accordingly. This procedure is
not only associated with the consumer’s familiarity and information, but also
attachment and preference of the brand. It is also suggested that a consumer
can disregard or prevail over the dissonance from brand extension (Ibid).
Several related studies have been conducted on this area but most of studies
concentrated on advertisements in general. Farashah (2011) researched on
the impact of advertisement 4 in manufacturing company, Kumar (2003)
researched on the role of advertising in consumer decision making, while
Raju (2002) researched on the impact of advertisement on consumer
behavior.
 1.3 REVIEW OF LITERATURE

o IMPACT OF ADVERTISEMENT ON CONSUMER BUYING

BEHAVIOR

Prabakaran, V.1
This study is attempt to analyse the impact of advertising on consumer
buying behavior in the two-wheeler segment with special reference to Erode,
Coimbatore and Tripur districts. A sample of 300 respondents was collected
and was validated and analysed by using statistical tools like Factor Analysis
& Chi Square Test. The study also found that advertising made a significant
impact on customer buying behavior and it is understood that not all the
advertisements made by different two-wheeler companies are impressive,
understandable, catching, unique, creative and honest.

o MEDIA BUYING PRACTICES OF INTEGRATED AD-AGENCIES TO

DELIVER ADVERTISEMENTS THROUGH TV CHANNELS

Arul, P. G.
The proliferation of media options, spiraling inflation in advertising cost, the
growing number of advertisers i.e., more brands in each category of product,
and the inability of the advertising budgets to keep up inflation are some of
the factors that increase the need for serious media planning and buying.
Media planners today can juggle between various permutations and
combinations for perfect media mix. Just few years ago, the choice was
restricted to only few programmes. But today there are 24-hour channels
devoted to news, sport, and movies with sub categories in each. Clients
allocate huge amount for media, the prices for purchasing ads in the TV
media have risen rapidly. As a consequence clients demand wants better
proof than ever before that their money is well spent. Previously media
buying was easy. The ability of the media buying was limited and the
agencies had to distribute time slot, based on availability clients go beyond
air time. The negotiating skill, good relationship with media owners, leads to
good TV media buy. The study was carried out with so many aspects related
to TV media buying of International ad-agencies in India with the following
set of objectives. To find out the crucial factors that determines the TV
media buying, to examine the media buying technique , and to evaluate the
problem faced by the ad-agency in media buying.

o INFLUENCE OF ATTITUDE TOWARDS ADVERTISEMENT ON

PURCHASE INTENTION : EXPLORING THE MEDIATING ROLE OF
ATTITUDE TOWARDS BRAND USING SEM APPROACH

Kaushal, S. K.1
Advertising, in the present era, has become important for the marketers to
reach consumers and to persuade them to buy their products. The present
study tries to investigate the relationship between consumer's attitude
towards advertisement and purchase intention which is mediated by
consumer's attitude towards brand. Consumers were exposed to real print
advertisement of a well-known brand of smartphone which is endorsed by a
famous Bollywood actress and they were asked to respond on a 7-point
Likert scale. A sample of total 93 respondents was selected from the city of
Lucknow using convenience sampling. Structural Equation Modeling (SEM)
was used to analyze the data. The results of the study show that the
relationship between attitude towards advertisement and purchase intention
is fully mediated by attitude towards brand.
o MEDIA BUYING: VIEWPOINTS:THE MEDIA AGENCIES

Design Week (Online Edition)

The author discusses aspects of automated, real time bidding in

advertisement exchanges. He is critical on the higher risk associated with
marketing investment in real-time bidding system including more premium
inventory and limited access to data. The possibility that some clients will
directly buy media from the advertisers will encourage more risk-averse
media owners and more premium inventory into the real-time bidding
system.

o ATTITUDE TOWARD THE ADVERTISEMENT AND BRAND

ATTITUDES: A CLASSICAL CONDITIONING PERSPECTIVE.

Gresham, Larry G.1

Affectively-valenced television commercials for supermarket products were

used as treatment stimuli in a laboratory test of the role of the attitude toward
the ad construct. Results show that affect generated by TV commercials does
influence attitude toward the advertised brands. However, the lack of support
for hypotheses designed to rule out alternative mechanisms which might
account for this linkage leaves the proposed classical conditioning
mechanism open to question.
o IMPACT OF ADVERTISEMENT MEDIA O CONSUMER
BUYING BEHAVIOUR IN TWO WHEELER SEGMENT

Jha, Manish1

The key success of automobile industry lies not only in having good
products but also in being able to provide the customer with the level of
service they desire. Because of increasing competitiveness in the Indian
automobile Industry. Almost all manufacturers have invested valuable
resource on customer satisfaction and product promotion as a tool of
maximizing the sales and capturing the maximum market share. Moreover a
large portion of society depends upon two-wheelers for transportation and
travel, therefore the relationship between the customers and the market
players must be established and explored to make the marketing effort
fruitful and profitable. Advertising plays a major role in prompting the
consumers to at least enquire about the product and on a optimistic note
(Successful), to purchase the product. The present study too takes the
initiative to understand the close relationship of advertising and the
consumer behavior with a special reference to two-wheeler. Authors have
tried to analyze the impact advertising can have on the buying behaviour of
consumers in Two-Wheelers segment.
 1.4 OBJECTIVE AND SCOPE OF THE STUDY

1.4.1 OBJECTIVE OF THE STUDY

The main objective of this study is to find out the role of advertisement
media on consumer buying behaviour, specifically the study intends to;

1. To identify if the advertisement media affects the consumer buying

behaviour which includes all the media through which the advertisements are
published.

2. To identify the features of the advertisements which influence the

consumers

3. To identify what consumer does when they come across an advertisement.

4. To study the demographic profile of consumers

1.4.2 SCOPE OF THE STUDY

The scope of advertising is to communicate a message to current customers

or potentially target new customers. It helps a company get a message or a
piece of information across to their customer base regarding a new product
or special deal.

 Scope of advertising by budget -There is always a budget allocated for

advertising and promotion within the marketing budget. The budget allocated
should be in coordination with the type of advertisement the organization
wants. The resources and other requirements are to be kept in mind for the
budget allocation.
 Scope of advertising by deliverables - Once the budget is decided, the
marketing plan can be projected further. A detailed scope of work that
 deliverables require can be outlined. Agencies can now develop a proposed
resource plan.
 Scope of advertising by allocating deliverables - For creative work,
allocating the type of deliverables (TV, online, mobile, press, magazine, etc)
based on the previous campaign requirements can be more insightful after
the previous plan.
 Scope of advertising by strategy - Once the deliverables are
allocated, advertising agencies can define the strategic requirements by
brand or category and develop a scope of work based on past requirements
and remuneration for similar strategic deliverables.

1.5 LIMITATIONS OF THE STUDY

 Limitation of getting employees personal details

 Human Resource Department was hesitant to provide classified information
because of difficulty in accessing sensitive data and information.
 Non-availability of some previous statistical data
 The term of internship period is brief whereas Human Resource Division is a
vast area, after doing the regular office works from 9.00 AM to 5.00 PM it is
difficult to go through in depth within this short duration of time.
 Confidentiality
1.6 RESEARCH METHODOLOGY

1.6.1 RESEARCH DESIGN

A Research is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with
economy in procedure. The design adopted for the study is ‘Descriptive
research design’, which are concerned with describing the characteristics of
the particular individual or of a group opinion of the workers helped to know
about the recruitment among them

1.6.2 SAMPLE DESIGN

Sampling may be defined as the process of obtaining information about an

entire population by examining only a part of it. In any investigation if data
are collected by only from a representative part of the universe, we say that
data are collected by sampling. The representative part is called sampling.
the study of the sample reveals the characteristics o the universe. This is
based on the law of statistical regularity

 Population

In any investigation we are interested in studying the various characteristics

of a particular group. This group of individuals under study is known as the
population or universe. Therefore, universe is the aggregate of all units to
be studies in any field of enquiry.
1.6.3 SAMPLING TECHNIQUE

SAMPLING METHOD

Sampling methods are classified as either probability or non-probability. In

probability samples, each members of the population has a known none-zero
probability of being selected. Probability methods included random
sampling, systematic sampling and stratified sampling. Sampling Method
can be classified into one of two categories:

1. Probability sampling
2. Non-probability Sampling

Probability sampling

In probability sampling it is possible to both determine which sampling units

belong to which sample and the probability that each sample will be selected.
The following are the sampling methods

 Simple Random Sampling

 Stratified Sampling Cluster Sampling
 Cluster sampling
 Systematic Sampling
 Multistage Sampling

a. Simple Random Sampling

This is similar to national lottery. If the "population" is everyone who has
bought a lottery ticket, then each person has equal chance of winning the
lottery (assuming they all have on ticket each). Random Samples are the
best method of selecting your sample from the population of interest.
b. Stratified sampling
The researcher identifies the different types of people that make up target
population and works out the proportions needed for the samples to be
representative. A list is made up of cash variable (eg. 10, SEX etc). This
might have an effect on the research For example If we are interested in
money spent on books by undergraduates, then the subject Studied may
be an important variable,

c. Cluster Sampling
Cluster sampling is a sampling technique used when natural but relatively
heterogeneous grouping are evident in a statistical population. It is often
used in marketing research. In the technique, the total population is
divided into these groups. (Or cluster) and a random sample of the groups
is selected.

d. Systematic Sampling
Systematic sampling is a type of probability sampling method in which
sample members from a larger population are selected according to a
random statistician population. It is often used in marketing research. In
the technique, the total population is dived into these groups (Or cluster)
and random sample of the groups is starting point and a fixed, periodic
interval.

e. Multistage Sampling
Multistage sampling can be complex from of cluster sampling...Cluster
because sampling is a type of sampling which involves dividing the
population into groups (Or clusters). Then one or more clusters are chosen
at random and everyone within the chosen cluster is sampled.
Non-Probability Sampling

The following sampling methods that are listed are the types of non-
probability sampling that should be avoided:

a. Voluntary samples

b. Haphazard (Convenience) samples

a. Voluntary Samples

A voluntary sample is one of the main types of non-probability sampling

methods. A voluntary sample is made up of people who self- select into the
survey. Often these people have a strong interest in the main topic of the
survey. Suppose, for example, that a news show asks viewers in an online
poll.

b. Haphazard Samples

Haphazard samples are a non- statistical technique used by auditors to

stimulate random sampling when testing the error status of accounting
populations. Our study compared the properties of haphazard samples
selected from control listings with the properties of random sampling.
1.6.4 SAMPLE SIZE

Here the sample are taken as 52

1.6.5 DATA COLLECTION DESIGN

Data collection is the procedure of collecting, measuring and analyzing

accurate insights for research using standard validated techniques. A
researcher can evaluate their hypothesis on the basis of collected data.

1.6.6 DATA SOURCE

While deciding about the method of data collection for the study, the
researcher should keep in mind two types of data;

 Primary data
 Secondary data.

Primary data

When the research himself trying to collect the data for his particular purpose
from the sources available, it become primary data. Since they are collected
for the first time for the purpose of a study it is primary in nature.

Methods for collecting primary data

 Observation method
 Interview method
 Questionnaire method
 Schedule method

As a primary source of the research had collected the information from

different employees through questionnaire
Secondary data

Secondary data is the data that has already been collected through primary
sources and made readily available for researchers to use for their own
research. Secondary data are usually in the shape of finished product.

Sources of secondary data

 Organizational records and data

 Websites
 Surveys
 Observations
 Statistical database
 Books
1.6.7 DATA COLLECTION TOOLS

In this study, a structured questionnaire is used for collecting data. In this

method, a questionnaire is given to the persons concerned with a request to
answer the questions and return the questionnaire. A structured questionnaire
is which there are definite, concrete and predetermined question. The
question is stated in advance not construct during questioning.

Percentage analysis

Percentage refers to kind of ratio. It is used to make comparison between two

or more series of data. They can be used to compare the relative items, the
distribution of two or more series of data since the percentage reduce
everything as common base and allow the meaningful comparison to be
made.

Percentage = Number if respondent / total respondent x 100

Questionnaire

A questionnaire is a list of questions or items used to gather data from

respondents about their attitudes, experiences, or opinions. Questionnaires
can be used to collect quantitative and/or qualitative information.
Questionnaire is a collection of question prepared by the research for
collecting opinion & suggestion from the respondent. The questionnaire
supplied to them and returned after filling.

Tables & graphs

A table is a systematic arrangement of statistical data in rows and columns.

Rows are horizontal arrangement whereas column are vertical arrangement.
Tables and graphs are visual representations of data used to organize
information to show patterns and relationships. Tables are used to organize
data that is too detailed or complicated to be described adequately in the text,
allowing the reader to quickly see the results.

Diagrams

A diagram is a visual representation of systems, structures, and relationships

between things. Diagrams are most commonly used in the analysis of data
and visual presentation of results. The most used here o

1.6.8 DATA ANALYSIS TOOLS PERCENTAGE ANALYSIS

Percentage analysis is used for the analysis of primary data collected.

Percentages are special kind of ratios that express the relationship of one
variable in comparison to another percentage analysis formula.

Percentage (no of respondents/Total no of respondents) x 100

1.6.9 PRESENTATION TOOLS USED FOR DATA PRESENTATION:

 TABLE

A table is a systematic arrangement of statistical data in rows and columns.

Rows are horizontal arrangement, whereas columns are the vertical
arrangements.

 GRAPH & DIAGRAMS

One of the most convincing an appealing way in which data may be

presented is through charts. A chart can be taking the shape of either diagram
or a graph.

1.6.10 SOFTWARE TOOLS USED FOR PROJECT PRESENTATION

The software tools used for the study are MS word. MS Excel.
 CHAPTER -2

INDUSTRY PROFILE
2. INDUSTRY PROFILE

Advertising is a very old form of promotion with roots that go back even to
ancient times. In recent decades, the practices of advertising have changed
enormously as new technology and media have allowed consumers to bypass
traditional advertising venues. From the invention of the remote control,
which allows people to ignore advertising on TV without leaving the couch,
to recording devices that let people watch TV programs but skip the ads,
conventional advertising is on the wane. Across the board, television
viewership has fragmented, and ratings have fallen.

The advertising industry plays a key role in marketing strategies of

enterprises. Advertising has become an important strategic tool for
enterprises wanting to stand out or position themselves in the market place.
The importance of advertising is increasingly appreciated by enterprises
given the intensification of competition among producers/providers of goods
and s Advertising has three primary objectives: to inform, to persuade, and to
remind.

 Informative Advertising creates awareness of brands, products,

services, and ideas. It announces new products and programs and can
educate people about the attributes and benefits of new or established
products.
 Persuasive Advertising tries to convince customers that a
company’s services or products are the best, and it works to alter
perceptions and enhance the image of a company or product. Its goal
is to influence consumers to take action and switch brands, try a new
product, or remain loyal to a current brand.
  Reminder Advertising reminds people about the need for a product
or service, or the features and benefits it will provide when they
purchase promptly.

Technological advances have enhanced the capacity of enterprises to reach

out to potential customers in distant markets. At the same time, customers
continue to be faced with multitude of products and services in the market
place from which they must choose to have optimal satisfaction and value for
their money. This reality has led to the growth of the Advertising industry
and advertisements are the main products of the industry. However, for an
advertisement to be released to a potential market, it requires inputs from a
combination of creative works, most of which are protected by intellectual
property.

The advertising industry creates and manages the connection between

companies, products, and consumers, translating their clients’ messages into
effective campaigns. Advertising can stimulate buying, increase sales, and
help to jumpstart the economy. The economy, though, can also affect the
advertising business. When it slows down, consumers tighten their wallets,
and manufacturers, in turn, reduce production and scale back on promotions.
Ad spending decreases, as does ad revenue.

Advertising field offers a range of interesting careers – from executive work

to one with a more creative dimension such as copywriters and visualizers. A
career in advertisement is quite glamourous and at the same time challenging
with more and more agencies opening up every day. Whether it’s products,
companies, personalities or even voluntary organizations, all of them use
some form of advertising in order to be able to communicate with the target
audience.

Advertising offers different career paths:

 People can join a television company, a radio station, a newspaper or

magazine and sell time or space to companies who want to advertise
their products or services.
 They can join a manufacturing company and work as Brand
Managers. Brand managers plan, develop, and direct the marketing
efforts for a brand or product.
 People can work with an advertising agency

Popular media and technology drive this industry. Before the advent of radio,
television, and computers, print publishing was the main method of
advertising, with ads appearing in newspapers and magazines, flyers, and on
billboards. The advertising industry is made of companies that advertise
agencies that create the advertisements, media that carries the ads, and a host
of people like copy editors, visualizers, brand managers, researchers, creative
heads and designers who take it the last mile to the customer or receiver.

A company that needs to advertise itself and/or its products hires an

advertising agency. The company briefs the agency on the brand, its
imagery, the ideals and values behind it, the target segments and so on. The
agencies convert the ideas and concepts to create the visuals, text, layouts
and themes to communicate with the user. After approval from the client, the
ads go on air, as per the bookings done by the agency's media buying unit.
 CHAPTER-3

COMPANY PROFILE
3. COMPANY PROFILE
They are the first branding and creative agency of Kerala, they are a strategy
driven communications provider that offers comprehensive set of services
designed to help clients manage their brands across the entire brand lifecycle.
We offer services that range from naming to developing visual and verbal
identity systems that are synchronized to the brand’s personality. You can
trust us as your brand custodian, communication specialist and media doctor.
They have shown their hands in different fields of marketing and
advertising. The strategies they have taken results in the successful running
of their agency. They are fortunate enough to work under many famous
brands and helped boosting their company in many ways.

In 2008 they started the agency with just one project, 2 employees and 4
partners. Today, they have offices in Kochi and Bangalore with a dozen
clients and a strong support team.

From the very beginning they wanted to be a different agency. In this process
they adopted a different pricing mechanism and also approached the creative
challenges differently. It is needless to say that they grew from strength to
strength because of their clients’ resolute confidence in their capabilities.
Companies’ strength comes from our commitment to the brand. Their staff is
their backbone. They clearly practiced the philosophy of creating
communication that sells and never got derailed on this principle to achieve
creative laurels.

‘Create Communication that sells‘ is their core philosophy, and ‘Get it right
the first time itself’ is the process they practice actualizing their philosophy.
Their process is focused on understanding the brand distinction through
strategic research and meaningful interactions with the client, trade and
consumer. HAMMER branding process is specifically suited to meet the
unique requirements of discerning companies, aiming to create sustainable
brands.

Their strength is of course their ‘long term’ relationship with the clients.
Those who were with them when they began, are still with them. They are so
satisfied with the agency and their works. They trust the agency in all ways.
They sit with the customers, investigate their needs and wants and work
accordingly which makes them different from other agencies. They’re patient
enough to do and re-do the works numerous times. Those who joined us
later, continue to be with us. Their client relationship, which is enduring, is
their inspiration to explore new avenues in advertising, keeping abreast all
the time.

Since its inception Ten years back the categories that Hammer has worked
on are Financial, Real estate, Food, Consumer durables, Ayurvedic products,
Education, Technology, Footwear, Hospital, Media, Furniture and Textile
retailing.
1.3.1 DIVISION OF WORKS

The division of work is the course of tasks assigned to, and completed by, a
group of workers to increase efficiency. Division of work, which is also
known as division of labour, is the breaking down of a job so as to have a
number of different tasks that make up the whole. This means that for every
job, there can be any number of processes that must occur for the job to be
complete

The division of works in HAMMER ADVERTISING was studied and to be

explained further. The following are the division of works :

 Copywriters
 Creative Heads
 Visualizers
 Graphic Designers
 Account Executive
 Account managers
 HR Manager

1. Copywriters
Copywriters are responsible for the linguistic content of adverts.
They work across a range of media and formats, interpreting account
briefs to compose advertorial content such as slogans, catchphrases,
tweets and scripts for tv and/or radio adverts. They work alongside
art directors to conceive and complete effective advertisements.
Advertising ideas, which typically contain an integrated verbal and
visual concept, require both the ability to make an imaginative leap
and an intuitive understanding of the public the advert is aimed at.
 Copywriters must understand the client's brief; the concept determines the
style and charactelr of the ad. Copywriters must be able to write at length
and paraphrase highly technical subjects. Advertising copy involves
constant detailed revision and rewriting either at the request of the client
or to tune up the communication.

2. Creative Heads
The creative director is responsible for overseeing all creative products
produced by an advertising agency. Creative directors ensure the agency
produces high-quality creative content for its clients and oversee the
entire creative team, including copywriters, art directors, and designers.
They are highly imaginative and an effective manager of talent. They
have to balance the concerns and needs of many people: the partners and
owners of the ad agency, their clients, the account executives who work
directly with clients, and the people who work under them.

Creative director job generally requires the ability to perform the

following tasks:
o Develop advertising campaigns for clients.
o Manage a large team of creative writers and designers.
o Assign projects to individual team members.
o Ensure all projects are on track creatively.
o Work cooperatively with account executives and clients.
 3. Visualizers
The basic job of a visualizer in an ad agency is to provide shape to ideas
which are the brainchild of copywriters. This creative artist, along with a
team of art directors, extracts all the new ideas and thoughts to give a final
form to an advertisement copy. Visualizers are those significant elements
in an advertising agency who bestow the apt face and body to an
advertising message. Visualization has recently emerged as a buzzing
career option in the Indian job scenario, since it is an integral part of the
advertising industry, which, in turn, is relatively new yet booming rapidly
in India. This profession is such a profession which demands high
perfection, hard work and high level of patience.

4. Graphic Designers
The Graphic Artist functions come under the creative department, made
up of artists and copywriters, who translate the broad outlines into ideas
for advertisements, producing visual concepts, slogans, copy and story
lines for all media and for support materials.
o Graphic design in advertising uses visual elements to promote products or
convey messages.
o This includes packaging, logo design, marketing materials, and social
media posts.
o Graphic design is important for advertising because it can increase
conversions, build brand recognition, communicate effectively, grab
attention, and make a lasting impression.
o Graphic designers in advertising must consider their client’s needs and
goals to create effective ads.
5. Account Executive

They work as a link between the clients and the agency and help the
workers in agency to have a contact with the clients. The following are the
main responsibilities of an account executive:

o arrange and attend meetings

o present creative work to clients for approval or modification
o handle budgets manage campaign costs and invoice clients
o write client reports
o monitor the effectiveness of campaigns
o undertake administrative tasks
o ensure that communication flows effectively

6. Account Manager

They are responsible for ensuring that the agency is meeting the client’s
needs, working with all the key functions that go into creating the
agency’s advertising output. They are constantly solving problems,
managing internal and external communications, and driving projects to
completion.

o Manages a portfolio of accounts to achieve long-term success.

o Develops positive relationships with clients.
o Acts as the point of contact and handle customers’ individual needs.
o Resolves conflicts and provide solutions to customers in a timely
manner.
o Suggests actions to improve and Identifies opportunities to grow
business with existing clients.
 o Makes sure clients receive requested services in a timely fashion.
o Coordinate with staff members working on the same account to
ensure consistent service.
o Services multiple clients concurrently, often meeting deadlines.
o Communicates with clients to ensure that all of their needs are
understood and addressed.
 1.3.2 SWOT ANALYSIS

 STRENGTH
For advertising agencies, their strengths include their good track record
and relationship with their partners. A team of creative making good
content and effective marketing can also be considered as strength. A
good relationship with the customers is also a big strength, since they are
the one bringing in money to the agency.

Other things which can be considered as strength in your advertising

agency are the clients that you currently have and the low debt that you
have incurred while building your business. The lower the debt, the more
money you can use for the operations of the advertising agency. Some
other strengths of the advertisement media are listed below:
 Adequate financial resources
 Proprietary technology
 Product innovation skills
 Better advertising campaigns
 Quality over quantity
 Loyal customers

 WEAKNESS
The weaknesses are the factors that can prevent you from achieving your
goals for the business. The boundaries to success are created with the
lingering weaknesses that you have. One example of an advertising
agency’s weakness is the competition with other businesses. A lack of
marketing expertise is also considered a weakness in the business.
 Marketing is an important driving force for advertising agencies to
succeed. Some of the weaknesses of the company are listed below:
 No clear strategic direction
 Weak market image
 Obsolete facilities
 Unable to finance needed changes in strategy
 Lack of managerial depth and talent
 Below average marketing skills

 OPPERTUNITIES
In an advertising agency, opportunities arise out of nowhere and it must
be grabbed before it is gone. The advertising agency has no control over
this phenomenon. They should take advantage of the opportunities that
can be found outside of their simple business.

It has the power to reach many people with just a few clicks, as long as
you have a stable connection. These opportunities create a ripple of other
opportunities that can help the business get into the right footing. Every
opportunity must be seized for the business to prosper.
Major opportunities are listed below:
 Ability to serve additional customer groups or expand into new
markets or segments
 Emerging new technologies
 Ability to grow rapidly because of strength increases in market
demand
 To take part in new projects
 To expose themselves through various media
 THREATS
The threats in the business are also external factors that cannot be
controlled by the company. One of the biggest and most common
examples is competition with other companies. Competition is always
there. However, it is a different story when competitors do the same thing
as you do. To combat this, think of a unique edge that you can use and
implement it in your marketing strategies.
Some of the threats are listed below:
 Entry of lower cost foreign competitors
 Slower market growth
 Changing customer needs and tastes
 Growing bargaining power of customers
 Costly regulatory requirements
 CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION
 THE TABLE OF RESPONDENTS

SL. No. Age (years) No. of % of respondents

respondents
1 18 – 30 47 90.4
2 31- 40 0 0
3 41- 50 3 5.8
4 51 -60 1 1.9
5 61 and above 1 1.9
(Source: Primary data)

From the above table , it is clear that 90.4% of the respondents are of age 18-
30 , 6 % of the respondents are of age 41-50, 2 % of the respondents are 51-
60 and 61 and above.
 THE TABLE OF RESPONDENTS

SL. No. Marital Status No. of respondents % of respondents

1 Married 9 17.3
2 Unmarried 43 82.7
(Source: Primary Data)

From the above table it is clear that 17.3 % of the respondents are Married
and 82.7% of the respondents are Unmarried.

THE TABLE OF RESPONDENTS

 Sl. No. Gender No. of respondents % of respondents
1 Male 20 38.5
2 Female 32 61.5
3 Prefer not to say 0 0
(Source: Primary Data)

From the above table it is clear that 38.5 % are Male, 61.5 % are Female and
None in Prefer not to say

THE TABLE OF RESPONDENTS

 Sl. No. Educational qualification
1 SSLC
2 Plus Two
3 Degree
4 Post Graduate
5 Others
(Source: Primary Data)
No. of Respondents % of respondents
1 1.9
4 7.7
36 69.2
9 17.3
2 2

From the above table it is clear that 1.9 % of the respondents are SSLC
qualified, 7.7 % of the respondents are Plus Two qualified, 69.2 % of the
respondents are Degree qualified, 17.3 % of the respondents are Post
Graduates and the rest 2 % are others.

THE TABLE OF RESPONDENTS

Sl. No. Occupation
1 Student
2 Business
3 Priv. sector employee
4 Govt. Employee
5 Not Working
6 Self- Employed
(Source: Primary Data)
No. of respondents % of respondents
37 71.2
1 1.9
10 19.2
0 0
2 3.8
2 3.8

From the above table it is clear that 71.2 % of the respondents are Students,
1.9% of the respondents are doing Business, 19.2 % of the respondents are
Private Sector Employees, 3.8 % of the respondents are self-employees, 3.8
% of the respondents are Not working and there are no Govt. Employees.

THE TABLE OF RESPONDENTS

 Sl. No. Particulars
1 T. V.
2 Newspaper
3 Magazines
4 Hoardings
5 Online Media
(Source: Primary Data)
No. of respondents % of respondents
12 23.1
1 1.9
1 1.9
1 1.9
37 71.2

From the above table it’s clear that 71.2 % of the respondents are influenced
from online media, 23.1 % of the respondents are influenced from T. V., 1.9
% of the respondents are influenced from newspaper, 1.9% of the
respondents are influenced from Magazines and the rest 1.9 % are influenced
from Hoardings

Percentage Analysis [Weighted Average]

1x23.1 + 2x1.9 + 3x1.9 + 4x1.9 + 5x71.2
0.23, 0.038, 0.057+ 0.076, 3.56
Average value = 3
Interpretation Criteria
Values Particulars
Less than 2 No influence
2 to 4 Moderate influence
4 to 5 High Influence

Since the actual value from the respondents is 3.961, we can interpret that
 THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Never 4 7.7
2 Rare 11 21.2

3 Sometimes 28 53.8
4 Often 7 13.5
5 Very Often 2 3.8

(Source: Primary Data)

From the above table it’s clear that 7.7% of the respondents are never
influenced from T. V., 21.2% of the respondents are rarely influenced from
T.V., 53.8% of the respondents are sometimes influenced from T.V., 13.5%
of the respondents are influenced often from T.V. and 3.8% of the
respondents are influenced very often from the T.V.
Percentage Analysis [Weighted Average]

1x7.7% + 2x21.2% + 3x53.8 + 4x13.5 + 5x3.8% = 2.845

Average value = 3

Interpretation Criteria

Values Particulars

Less than 2 No influence

2 to 4 Moderate influence

4 to 5 High Influence

Since the actual value from the respondents is 2.845, we can interpret that
television advertisement has moderate influence on consumer buying
behaviour
 THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Never 6 11.5
2 Rare 20 38.5
3 Sometimes 25 48.1
4 Often 1 1.9
5 Very Often 0 0
(Source: Primary Data)

From the above data it is clear that 11.5 % of the respondents are never
influenced from newspaper, 38.5 % of the respondents are rarely
influenced,48.1 of the respondents are influenced sometimes,1.9% of the
respondents are influenced often and none are influenced very often.
Percentage Analysis [Weighted Average]

1x11.5% + 2x 38.5% + 3x48.1% + 4x 1.9% + 0

Average Value = 3
Interpretation Criteria

Values Particulars

Less than 2 No influence

2 to 4 Moderate influence

4 to 5 High Influence

Since the actual value from the respondents is 2.401, we can interpret
that newspaper advertisement has moderate influence on consumer
buying behaviour
 THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Never 11 21.2
2 Rare 21 40.4

3 Sometimes 15 28.8
4 Often 5 9.6

5 Very Often 0
0
(Source: Primary Data)

From the above data it is clear that 21.2 % of the respondents are never
influenced from the magazines, 40.4% of the respondents are rarely
influenced from the magazines, 28.8% of the respondents are influenced
sometimes, 9.6 % of the respondents are influenced often and none are
influenced very often
Percentage Analysis [Weighted Average]

1x21.2% + 2x 40.4% + 3x28.8% + 4x 9.6% + 0

Average Value = 3
Interpretation Criteria

Values Particulars

Less than 2 No influence

2 to 4 Moderate influence

4 to 5 High Influence
 Since the actual value from the respondents is 2.254, we can interpret
that magazine advertisement has moderate influence on consumer
buying behaviour

THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Never 9 17.3
2 Rare 13 25

3 Sometimes 21 40.4
4 Often 8 15.4

5 Very Often 1 1.9

(Source: Primary Data)

From the above mentioned table it is clear that 17.3 % of the respondents are
never influenced from the hoardings, 25% of the respondents are rarely
influenced from the hoardings, 40.4% of the respondents are sometimes
influenced from the hoardings, 15.4% of the respondents are influenced often
from the hoarding and 1.9% of the respondents are influenced very often
from the hoarding.

Percentage Analysis [Weighted Average]

1x17.3% + 2x 25% + 3x40.4% + 4x 15.4% + 5x1.9

Average Value = 3
Interpretation Criteria

Values Particulars

Less than 2 No influence

2 to 4 Moderate influence
 4 to 5 High Influence

Since the actual value from the respondents is 3.451, we can interpret that
hoarding advertisement has moderate influence on consumer buying
behaviour
THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Never 0 0

2 Rare 3 5.8

3 Sometimes 18 34.6

4 Often 18 34.6

5 Very Often 13 25

(Source: Primary Data)

From the above data it is clear that none are never influenced from online
media advertisements, 5.8% are rarely influenced from online media
advertisements, 34.6% are sometimes influenced from online media
advertisements, 34.6% are often influenced from online media
advertisements and 25% are influenced from very often from online media
advertisements
Percentage Analysis [Weighted Average]

1x0% + 2x5.8% + 3x34.6% + 4x34.6% + 5x25%

Average Value = 3
Interpretation Criteria

Values Particulars

Less than 2 No influence

2 to 4 Moderate influence

4 to 5 High Influence

Since the actual value from the respondents is 3.788, we can interpret
that online media advertisement has moderate influence on consumer
buying behaviour
 THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Avoid the 9 17
advertisement
2 Eyes catch up on 15 28.3
the picture
3 Check some parts 21 39.6
of the ads
4 Check most parts 4 7.5
of the ads
5 Read and check 4 7.5
whole ads
(Source: Primary Data)

From the above data it is clear that, 17 % of the respondents will avoid the
advertisement as a whole, 28.3% of the respondents will catch up their eyes
on the pictures only, 39.6% of the respondents will only check some parts of
the advertisements, 7.5% of the respondents will check most parts of the
advertisement and 7.5% of the respondents read and check whole of the
advertisement.

Percentage Analysis [Weighted Average]

1x17% + 2x 28.3% + 3x39.6% + 4x 7.5% + 5x7.5

Average Value = 3
Interpretation Criteria

Values Particulars

Less than 2 Avoid whole of the ads

2 to 4 Moderately check the ads

 4 to 5 Check whole of the ads

Since the actual value from the respondents is 2.599, we can interpret
that the advertisements are moderately checked by the consumers.

THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Most important 11 21.2
2 Important 24 46.2
3 Neutral 14 26.9
4 Not important 2 3.8
5 Not at all imp. 1 1.9
(Source: Primary Data)

From the above table it is clear that 21.2% of the respondents consider punch
lines as the most important feature of an advertisement, 46.2% of them
consider punch line as the important feature of an advertisement, 26.9% of
them consider punch lines as neutral feature
Percentage Analysis [Weighted Average]

1x21.2% + 2x46.2% + 3x26.9% + 4x3.8% + 5x1.9%

Average Value = 3
Interpretation Criteria

Values Particulars

Less than 2 Not important

2 to 4 Moderately important

4 to 5 Less important

Since the actual value from the respondents is 3.045, we can interpret
that punch lines are moderately important for the advertisements.
 THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Most Important 6 11.5

2 Important 22 42.3

3 Neutral 15 28.8
4 Not Important 7 13.5

5 Not at all imp. 2 3.8

(Source: Primary Source)

From the above data it is clear that 11.5 % of the respondents find
celebrities/models as an important feature in the advertisement, 42.3% of the
respondents find them as an important feature in an advertisement, 28.8 % of
the respondents find celebrities/models as a neutral feature of an
advertisement, 13.5% of the respondents find celebrities/models as not so
important feature of an advertisement and 3.8 % of the respondents find
them as not at all important feature of an advertisement.

Percentage Analysis [Weighted Average]

1x11.5% + 2x42.3% + 3x28.8% + 4x13.5% + 5x3.8%

Average Value = 3
Interpretation Criteria

Values Particulars

Less than 2 Not important

2 to 4 Moderately important

4 to 5 Less important
 Since the actual value from the respondents is 2.555, we can interpret
that celebrities/models are moderately important for the
advertisements.

THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Most important 6 11.5

2 Important 26 50

3 Neutral 16 30.8
4 Not important 3 5.8

5 Not at all imp. 1 1.9

(Source: Primary Data)

From the data mentioned above it is clear that, 11.5% of the respondents find
characters as the most important feature of an advertisement, 50% of the
respondents find characters as the important feature of the advertisement,
30.8% of the respondents find characters as the neutral feature of the
advertisement, 5.8% of the respondents find characters as not an important
feature and 1.9% of the respondents find characters as not at all an important
feature.

Percentage Analysis [Weighted Average]

1x11.5% + 2x50% + 3x30.8% + 4x5.8% + 5x1.9%

Average Value = 3
Interpretation Criteria

Values Particulars

Less than 2 Not important

2 to 4 Moderately important

4 to 5 Less important
Since the actual value from the respondents is 2.366, we can interpret that
celebrities/models are moderately important for the advertisements.

THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Most important 14 26.9

2 Important 21 40.4

3 Neutral 13 25
4 Not important 3 5.8

5 Not at all imp. 1 1.9

(Source: Primary Data)

From the above data it is clear that, 26.9% of the respondents find
stories/themes as the most important feature of an advertisement, 40.4% of
the respondents find stories/themes as an important feature of an
advertisement, 25% of the respondents find stories/themes as a neutral
requirement in an advertisement.
Percentage Analysis [Weighted Average]

1x26.9% + 2x40.4% + 3x25% + 4x5.8% + 5x1.9%

Average Value = 3

Interpretation Criteria

Values Particulars

Less than 2 Not important

2 to 4 Moderately important

4 to 5 Less important

Since the actual value from the respondents is 2.555, we can interpret that
celebrities/models are moderately important for the advertisements.
 THE TABLE OF RESPONDENTS

Sl. No. Particulars No. of respondents % of respondents

1 Most Important 21 40.4

2 Important 25 48.1

3 Neutral 5 9.6

4 Not Important 1 1.9

5 Not at all imp. 0 0

(Source: Primary Data)

From the above data it’s clear that, 40.4% of the respondents find images as
the most important feature of an advertisement, 48.1% of the respondents
find images as an important feature of an advertisement, 9.6% of the
respondents find images as a neutrally required feature of an advertisement,
1.9% of the respondents find images as not so important feature and none of
the respondents felt images as not at all an important feature of an
advertisement.
.
Percentage Analysis [Weighted Average]

1x40.4% + 2x48.1% + 3x9.6% + 4x1.9% + 5x0%

Average Value = 3
Interpretation Criteria

Values Particulars

Less than 2 Not important

2 to 4 Moderately important

4 to 5 Less important

Since the actual value from the respondents is 1.73, we can interpret
that images are not important for the advertisements.
FINDINGS
8
CONCLUSION

From the above intensive and rigorous research we have come to the
conclusion that advertisement has a great impact on the consumer buying
behaviour. Mostly customers like to see the moderate length of ads which
appeal their interest. The customers are always feeling
risk for the purchase of the product, the additional information which is
shown in the ad reduces this risk and influences the customers’ decision
making process. Different types of advertisements effect customers in
different ways. Timing and sequence of the advertisement affect its
reliability and affectability. Mostly customers feel comfortable with the ads
and some don’t like these phenomena. The ad changes the opinion of the
customers. We find that the customers like those ads which influences them
and which seem to be new and the old ads have less impact. Customers feel
that ads are much beneficial and they rely on the ads and go the market for
buying the intended product shown in the ads we find that ads influence the
consumers buying behaviour.
 BIBILIOGRAPHY

 https://economictimes.indiatimes.com/definition/advertising
 https://www.sciencedirect.com/topics/social-sciences/advertising-
industry
 https://gradireland.com/careers-advice/job-descriptions/
advertising-copywriter