“A STUDY ON INFLUENCE OF ADVERTISEMENT ON CONSUMER

BRAND PRESENCE “

Chapter – Ⅰ
Introduction
Advertising is the means of informing as well as influencing the general public to buy products
or services through visual or oral messages. A product or service is advertised to create
awareness in the minds of potential buyers. Some of the commonly used media for advertising
are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings etc. As a result of
economic liberalization and the changing social trends advertising industry has shown rapid
growth in the last decade.
Advertising is one of the aspects of mass communication. Advertising is actually brand-building through
effective communication and is essentially a service industry. It helps to forms the basis of marketing.
Advertising plays a significant role in today's highly competitive world. A career in advertisement is quite
glamorous and at the same time challenging with more and more agencies opening up every day. Whether
its brands, companies, personalities or even voluntary or religious organizations, all of them use some
form of advertising in order to be able to communicate with the target audience. The salary structure in
advertising is quite high and if you have the knack for it one can reach the top. It is an ideal profession for
a creative individual who can handle work-pressure. Today, new areas are emerging within advertising
like event management, image management, internet marketing etc. Event management wherein events
are marketed, Image management wherein a a particular profile of an individual or an organization is
projected. Internet marketing has also brought about a lot of changes in advertising as Internet means that
one is catering to a select group of audience rather than a mass audience. Today 'Celebrity Endorsement'
has attracted immense debate on whether it really contributes to the brand building process or whether it
is just another lazy tool to make the brand more visible in the minds of the consumers. Although it has
been observed that the presence of a well-known personality helps in solving the problem of over-
communication that is becoming more prominent these days, there are few undesirable impacts of this
practice on the brand. The issue of matching the values of the celebrity with the brand values is also very
important, i.e. getting the right celebrity to endorse the right brand. Consumers perceive the brand as
having superior quality because it has been endorsed by a credible source. This makes endorsement as
one of the indictors of quality for any brand. Corporate credibility along with endorser credibility plays a
significant role in the attitude of the consumer towards the brand and the advertisement respectively. On
the other hand, the over popularity of the celebrity sometimes overshadows the brand. From the
foregoing, it could be concluded that the purpose of advertising is to cerate awareness of the
advertised product and provide information that will assist the consumer to make purchase
decision, the relevance of advertising as a promotional strategy, therefore, depends on its ability
to influence consumer not only to purchase but to continue to repurchase and eventually develop-
brand loyalty. Consequently, many organizations expend a huge amount of money on advertising
and brand management.
A brand is a name given by a manufacturer to one (or a number) of its products or services.
Brands are used to differentiate products from their competitors. They facilitate recognition and
where customers have built up favorable attitude towards the product, may speed the individual
buyers through the purchase decision process.
Individual purchasers will filter out unfavourable or un-known brands and the continued
purchase of the branded product will reinforce the brandloyal behaviour. Without brands,
consumer couldn’t tell one product from another and advertising then would be nearly
impossible

Advertising is a non-personal form of promotion that is delivered through selected media outlets
that, under most circumstances, require the marketer to pay for message placement. Advertising
has long been viewed as a method of mass promotion in that a single message can reach a large
number of people. But, this mass promotion approach presents problems since many exposed to
an advertising message may not be within the marketer’s target market, and thus, may be an
inefficient use of promotional funds. However, this is changing as new advertising technologies
and the emergence of new media outlets offer more options for targeted advertising. Advertising
also has a history of being considered a one-way form of marketing communication where the
message receiver (i.e., target market) is not in position to immediately respond to the message
(e.g., seek more information). This too is changing. For example, in the next few years
technologies will be readily available to enable a television viewer to click a button to request
more details on a product seen on their favorite TV program. In fact, it is expected that over the
next 10-20 years advertising will move away from a one-way communication model and become
one that is highly interactive. Another characteristic that may change as advertising evolves is
the view that advertising does not stimulate immediate demand for the product advertised. That
is, customers cannot quickly purchase a product they see advertised. But as more media outlets
allow customers to interact with the messages being delivered the ability of advertising to
quickly stimulate demand will improve.

INFORM PERSUADE REMIND

UNAWARE AWARENESS INTENT PURCHASE

S

Advertising is only one element of the promotion mix, but it often considered prominent in the
overall marketing mix design. Its high visibility and pervasiveness made it as an important social
and encomia topic in Indian society. Promotion may be defined as “the co-ordination of all seller
initiated efforts to set up channels of information and persuasion to facilitate the scale of a good
or service.” Promotion is most often intended to be a supporting component in a marketing mix.
Promotion decision must be integrated and co-ordinate with the rest of the marketing mix,
particularly product/brand decisions, so that it may effectively support an entire marketing mix
strategy. The promotion mix consists of four basic elements. They are:-
 Advertising
 Personal Selling
 Sales Promotion, and
 Publicity
 Advertising is the dissemination of information by non-personal means through
paid media where the source is the sponsoring organization.
 Personal selling is the dissemination of information by non-personal methods,
like face-to-face, contacts between audience and employees of the sponsoring
organization. The source of information is the sponsoring organization.
 Sales promotion is the dissemination of information through a wide variety of
activities other than personal selling, advertising and publicity which stimulate
consumer purchasing and dealer effectiveness.
 Publicity is the disseminating of information by personal or non-personal means
and is not directly paid by the organization and the organization is not the source.
 CHAPTER-2
INDUSTRY AND PROFILE
From the foregoing, it could be concluded that the purpose of advertising is to cerate awareness
of the advertised product and provide information that will assist the consumer to make purchase
decision, the relevance of advertising as a promotional strategy, therefore, depends on its ability
to influence consumer not only to purchase but to continue to repurchase and eventually develop-
brand loyalty. Consequently, many organizations expend a huge amount of money on advertising
and brand management.
A brand is a name given by a manufacturer to one (or a number) of its products or services.
Brands are used to differentiate products from their competitors. They facilitate recognition and
where customers have built up favorable attitude towards the product, may speed the individual
buyers through the purchase decision process.
Individual purchasers will filter out unfavourable or un-known brands and the continued
purchase of the branded product will reinforce the brandloyal behaviour. Without brands,
consumer couldn’t tell one product from another and advertising then would be nearly
impossible

Advertising is a non-personal form of promotion that is delivered through selected media outlets
that, under most circumstances, require the marketer to pay for message placement. Advertising
has long been viewed as a method of mass promotion in that a single message can reach a large
number of people. But, this mass promotion approach presents problems since many exposed to
an advertising message may not be within the marketer’s target market, and thus, may be an
inefficient use of promotional funds. However, this is changing as new advertising technologies
and the emergence of new media outlets offer more options for targeted advertising. Advertising
also has a history of being considered a one-way form of marketing communication where the
message receiver (i.e., target market) is not in position to immediately respond to the message
(e.g., seek more information). This too is changing. For example, in the next few years
technologies will be readily available to enable a television viewer to click a button to request
more details on a product seen on their favorite TV program. In fact, it is expected that over the
next 10-20 years advertising will move away from a one-way communication model and become
one that is highly interactive. Another characteristic that may change as advertising evolves is
the view that advertising does not stimulate immediate demand for the product advertised. That
is, customers cannot quickly purchase a product they see advertised. But as more media outlets
allow customers to interact with the messages being delivered the ability of advertising to
quickly stimulate demand will improve.

INFORM PERSUADE REMIND

UNAWARE AWARENESS INTENT PURCHASE

S

Advertising is only one element of the promotion mix, but it often considered prominent in the
overall marketing mix design. Its high visibility and pervasiveness made it as an important social
and encomia topic in Indian society. Promotion may be defined as “the co-ordination of all seller
initiated efforts to set up channels of information and persuasion to facilitate the scale of a good
or service.” Promotion is most often intended to be a supporting component in a marketing mix.
Promotion decision must be integrated and co-ordinate with the rest of the marketing mix,
particularly product/brand decisions, so that it may effectively support an entire marketing mix
strategy. The promotion mix consists of four basic elements. They are:-
 Advertising
 Personal Selling
 Sales Promotion, and
 Publicity
 Advertising is the dissemination of information by non-personal means through
paid media where the source is the sponsoring organization.
 Personal selling is the dissemination of information by non-personal methods,
like face-to-face, contacts between audience and employees of the sponsoring
organization. The source of information is the sponsoring organization.
 Sales promotion is the dissemination of information through a wide variety of
activities other than personal selling, advertising and publicity which stimulate
consumer purchasing and dealer effectiveness.
  Publicity is the disseminating of information by personal or non-personal means
and is not directly paid by the organization and the organization is not the source.

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 useful for informing 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 ADVERTISING
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.”

Print Media
 Print media is a very commonly used medium of advertising by businessman. It
includes advertising through newspaper, magazines, journals, etc. and is also called press
advertising.

a) Newspapers
You must have read Newspapers. In our country newspapers are published in English, Sinhala
and Tamil. These are the sources of news, opinions and current events. In addition, Newspapers
are also a very common medium of advertising. The advertiser communicates his message
through newspaper which reaches to millions of people.

Advantages
 Newspapers normally have wide circulation and a single advertisement in the newspaper
can quickly reach to a large number of people.
 The cost of advertising is relatively low because of wide publication.
 Generally newspapers are published daily. Thus, the same advertisement can be repeated
frequently and remind reader everyday.
 The matter of advertisement can be given to newspapers at a very short notice. An even
last minute change in the content is also possible. This makes advertising quite flexible.
 Newspapers are published from different regions and in different languages. Hence,
they provide greater choice to advertisers to approach the desired market, region and
readers through local or regional language

Limitations
 Newspapers are read soon after they are received and then are kept generally in some
corner of the houses. After 24 hours we get a fresh newspaper and this makes the life of
the newspaper short.
 People read newspapers mainly for news and pay casual attention to advertisement.
 Illiterate persons can not read and thus, newspaper advertising does not benefit them.
 b) Periodicals
Periodicals are publications which come out regularly but not on a daily basis. These may be
published on a weekly, fortnightly, monthly, bimonthly, quarterly or even yearly basis. For
example you must have come across magazines and journals like India Today, Femina, etc. All
these periodicals have a large number of readers and thus, advertisements published in them
reach a number of people.

Advantages
 Periodicals have a much longer life than newspapers. These are preserved for a long
period to be referred in future or read at leisure or read again, whenever required.
 Periodicals have a selected readership and so advertisers can know about their target
customers and accordingly selective advertisements are given.

Limitations
 Advertising in periodicals is costlier.
 The numbers of people to whom the advertisements reach are small in comparison to
newspapers.
 The advertisement materials are given much in advance; hence last minute change is not
possible. This reduces flexibility.

Electronic Media
This is a very popular form of advertising in the modern day marketing. This includes Radio,
television and Internet.

Radio Advertising
All of us are aware about a radio and must have heard advertisements for various products in it.
In radio there are short breaks during transmission of any programme which is filled by
advertisements of products and services. There are also popular programmes sponsored by
advertisers.
Advantages
 It is more effective as people hear it on a regular basis.
 It is also useful to illiterates, who can not read and write.
 There are places where newspapers reading may not possible, but you can hear radio.
For example, you can hear radio while traveling on road or working at home; but you can not
read newspaper. Similarly, while driving you can hear a radio but cannot read a newspaper.

Limitations
 A regular listener may remember what he has heard. But, occasional listeners tend to
forget what they have heard in Radio.
 The message that any advertisement wants to communicate may not be proper as there is
no chance to hear it again immediately. There may be some other disturbances that
distort communication.
 In comparison to Television, Radio is less effective as it lacks visual impact.

Television Advertising
With rapid growth of information technology and electronic media, television has topped the list
among the media of advertising. TV has the most effective impact as it appeals to both eye and
the ear.

Advantages
 It is most effective as it has an audio-visual impact.
 With catchy slogans, song and dance sequences, famous personalities exhibiting
products, TV advertising has a lasting impact.
 With varieties of channels and programmes advertisers have a lot of choice to select the
channel and time to advertise.
 With regional channels coming up any person even illiterates can watch the
advertisements and understood it by seeing and hearing.

Limitations
 TV advertisements are usually expensive to prepare as well as to telecast.
  With almost every manufacturer trying to communicate their message through TV
advertising the impact among the viewers is also reducing. Now-a-days people are
switching on channels whenever there is a commercial break.

Internet
It is the latest method of communication and gathering information. If you have a computer and
with an access to internet you can have information from all over the world within a fraction of
second. Through internet you can go to the website of any manufacturer or service provider and
gather information. Sometimes when you do not have website addresses you take help of search
engines or portals. In almost all the search engines or portals different manufactures or service
providers advertise their products.

Advantages
 Information from all over the world is made available at the doorsteps.
 User can see the advertisement at their own time and as per their requirement.

Limitations
 It is not accessible without a computer.
 It is not very suitable for general public.
 It is not suitable for illiterate and those having no knowledge about the operation of
Internet.

Other Media
All the media of advertising discussed above are mostly used by consumers while they are at
home or inside any room, except radio and newspapers or magazines to some extent. Moreover
in all these media, the consumer has also to spend some money to access the advertisement.
However, there are other media available, where the consumer has to spend nothing and he can
see such advertisements while moving outside. Some of such advertising are hoardings, posters,
vehicular displays, gift items, etc.

Hoardings
While moving on roads you must have seen large hoardings placed on iron frames or roof tops or
walls. These are normally boards on which advertisements are painted or electronically designed
so that they are visible during day or night. The advertisers have to pay an amount to the owners
of the space, where the hoardings are placed.

Posters
Poster are printed and posted on walls, buildings, bridges etc to attract the attention of customers.
Posters of films which are screened on cinema halls are a common sight in our country.

Vehicular displays
You must have seen advertisements on the public transport like buses, trains, etc. Unlike
hoardings these vehicles give mobility to advertisements and cover a large number of people.

What Advertisement Is?

Advertisement is a mass communicating of information intended to persuade buyers to by
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.
 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.
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 favorable reaction to the promotional message. Advertising
objectives serve as guidelines for the planning and implementation of the entire advertising
programme.

The basic objectives of an advertising programme may be listed as below:

 To stimulate sales amongst present, former and future consumers. It involves a decision
regarding the media, e.g., TV rather than print ;
 To communicate with consumers. This involves decision regarding copy;
 To retain the loyalty of present and former consumers. Advertising may be used to
reassure buyers that they have made the best purchase, thus building loyalty to the brand
name or the firm.
 To increase support. Advertising impliedly bolsters the morale of the sales force and of
distributors, wholesalers, and retailers, ; it thus contributes to enthusiasts and confidence
attitude in the organization. :
 To project an image. Advertising is used to promote an overall image of respect and trust
for an organization. This message is aimed not only at consumers, but also at the
government, shareholders, and the general public.

ADVERTISING PLANNING FRAMEWORK

Plans are nothing, planning is everything.
- Dwight D. Eisenhower
The advertising management is mainly concerned with planning and decision making. The
advertising manager will be involved in the development, implementation, and overall
management of an advertising plan. The development of an advertising plan essentially requires
the generation and specification of alternatives. Decision making involves choosing from among
the alternatives. The alternatives can be various levels of expenditure, different kinds of
objectives or strategy possibilities, and kinds of options with copy creation and media choices.
Thus, the essence of planning is to find out the feasible alternatives and reduce them
to decisions. An advertising plan reflects the planning and decision –making process and the
decisions that have been arrived at in a particular product and market situation.

The Advertising Plan

As pointed out earlier, advertising plan and decision making focus on three crucial areas;
objectives and target selection, message strategy and tactics, and media strategy and tactics. Let
us elaborate on these points:
1. Objectives and Target Selection
Objectives in advertising can be understood in many ways. An important part of the objective is
the development of a precise, disciplined description of the target audience. It is often tempting
to direct advertising at a broad audience; but everyone is a potential customer. It is best to
consider directing the advertising to more selected groups to develop stimulating copy. It is quite
possible to develop several campaigns, each directed at different segments of the market, or to
develop one campaign based on multiple objectives.
2. Message Strategy and Tactics
Messages strategy must decide what the advertising is meant to communicate – by way of
benefits, feelings, brand personality, or action content. Once the content of the campaign has
been decided, decisions must be made on the best-most effective-ways of communicating that
content. The decisions, such as the choice of a spokesperson, the use of humor or fear or other
tones, and the selection of particular copy, visuals, and layout, are what we call “message
tactics”

3. Media Strategy and Tactics

Message strategy is concerned with decisions about how much is to be allocated to create and
test advertising copy, media strategy concerns decisions on how many media rupees to spend on
an advertising campaign. Media tactics comprise the decisions on which specific media
(television, radio magazines, etc.) or media vehicles (Reader’s Digest, etc.) to spend these
dollars.

EXTERNAL FACTORS
The external factors in the planning framework are environmental, social and legal
considerations. To a considerable extent, these exist as constraints on the development of an
advertising plan and decision making. In developing specific advertisement, there are certain
legal constraints that must be considered. Deceptive advertising is forbidden by law. What is
deceptive is often difficult, because different people can have different perceptions of the same
advertisements. Thus, an advertiser who attempts to provide specific, relevant information must
be well aware of what constitutes deception in a legal and ethical sense and of other aspects of
advertising regulation.

Even more difficult consideration for people involved in the advertising effort is broad social and
economic issues as stated below.
 Does advertising raise prices or inhibit competition?
 Is the use of sex or fear appeals is appropriate? Women and minority groups are exploited
in advertising by casting them in highly stereotyped roles.
 Is it more irritating than entertaining?
 Is an intrusion into an already excessively polluted environment?
 Advertising directed at children.

Advertising Industry
The advertising industry consists of three principal groups:
 Sponsors;
 Media; and
 Advertising agencies or advertising departments.
Advertising agencies are of two basic types, viz., Independent; and House.
An independent agency is a business that is free to compete for and select its clients. A house
agency is owned by its major client. A house agency is not completely free to serve other clients.
The advertising department an integral part of the organization it serves.
The advertising agency provides for the client a minimum of:
 Media information, such as the availability of time and space
 Creative skills, such as “campaign planning” and “appeal planning” and
 Research capabilities, such as providing brand preference data.

What is an Advertising Agency?

An advertising agency is an independent organization set up to render specialized services in
advertising in particular and in marketing in general.
Advertising agencies started as space brokers for the handling of the advertisements placed in
newspapers. Over the years, the function of the agencies has changed.
Their main job today is not to aid media but to serve advertisers.

Advantage of Using Agencies

 The marketer gains a number of benefits by employing agencies. An agency generally
has an invaluable experience in dealing with various advertising and marketing issues.
 The lessons which agency learned in working with other clients are useful inputs for the
marketer.
 An agency may employ specialists in the various areas of preparation and implementation
of advertising plans and strategies.
 The personnel are not members of the marketer’s management team. They bring
objective and unbiased viewpoints to the solution of advertising and other marketing
problems.
 The discounts that the media offer to agencies are also available to advertisers. This is a
strong stimulus to them to use an agency, for the media cost is not much affected thereby.
 The company normally does not have as many types of specialists as a large or medium-
sized advertising agency has because an agency can spread the costs or its staff over
many clients. It can do more for the same amount of money.
  The company can also get an objective, outside viewpoint from an agency, assuming that
the agency representatives are not acting as “Yes man” in order to keep the advertiser’s
account.
 A related point is that the company can benefit from the agency’s experience with many
other products and clients.
 Another advantage is that agency feels a greater pressure than the company’s own
department to produce effective results. The relations between an agency and a client are
very easy to terminate; but it is difficult to get rid of an ineffective advertising
department.
 The manner in which agencies are compensated, the use of an agency may not cost the
advertiser a single paisa.
.
ADVERTISING BUDGET
The size of the advertising budget can have an impact upon the composition of the advertising
mix. In general, a limited promotion budget may impel the management to use types of
promotion that would not be employed otherwise, even though they are less effective than the
others.
Industrial firms generally invest a larger proportion of their budgets in personal selling than in
advertising, while the reverse is true of most producers of consumer goods. Organizations with
small budgets may be forced to use types of advertising that are less effective than others.
Some marketers find it necessary to restrict their efforts primarily to personal selling and
publicity. There are organizations with small promotion budget which take the opposite course of
action. They concentrate on advertising and sales promotion, and neglect other methods. Some
marketers advertise in expensive ways (through classified advertisement in newspapers and
magazines) and spend virtually nothing on personal selling. There is universal difficulty of
relating advertising expenditures to sales and profit results. Determining the results of
advertising and consequently the amount of money to be allocated in advertising budget are
complicated by several major difficulties as follows:
 The effects of external variables such as population, or income, changes on economics
conditions and competitive behavior;
 Variations in the quality of advertising;
  Uncertainly as to the time-lag effect of advertising; and
 The effect of the firm’s other marketing activities, such as product improvement and
stepped-up personal selling. The above complexities make the companies resort to more
than one method of determining the size of their advertising budget. Advertising Budget
involves the allocation of a portion of the total marketing resources to the advertising
function in a firm. The size of the budget allocation should be based on the potential
contribution that advertising can make. Advertising budgeting should be based on a
careful analysis of the opportunity for using advertising.
.
Media Brief
Each medium has its merits and its handicaps. The suitability and profitability of any one type
varies from manufacturer to manufacturer and may vary for a single manufacturer too. Changes
are the only rule. The buyers constitute his market; they are to receive his advertising coverage
consists of the advertiser’s reaching the maximum number of these buyers include both his
current and prospective customers. The advertiser has to determine how many there are and
where they are. Then the selection process involves how to send an effective advertising message
economically to the group of buyers, the length of the campaign period and the cost which he can
afford-at a figure which will make the advertising effort profitable.

Difficulties in Selection of Media Types

Audience Measurement:
The media sell circulation or the opportunity to develop circulation. There is a gross aspect to
circulation (how many products were bought last month) and a net aspect (how many of those
purchasers are prospects for the product saw the advertisement in the broadcast media).
Measurement of the same is not as easy as advertisers would think.

Reliance on a Particular type of Medium:

How much of his promotion effort should a manufacturer place in magazines and how much on
TV, how much in outdoor or point of purchase? Which should be dominant and which are
supplementary? These factors play a key role in selection of a particular type of media. Media
costs, the costs of space and time, are the largest single expense item in most advertising
budgets. The selection of media types to be used in an undertaking, therefore, deserves and even
demands, the very best thought and judgment of on the part of the top management. The points
to be considered are:
 Availability: Regional markets may be so limited that national circulation of magazines
should not be used. A product may have so slight a market that a medium such as the
radio would not be indicated for use.
 Selectivity: Some ideas demand visual presentation and others demand oral
presentation. The radio cannot accommodate stories requiring a physical form, and
outdoor advertising cannot accommodate long stories.
 Competition: is a matter which the advertiser cannot ignore. A company may select
media types not used by its competitors, based on distinctiveness and domination.

Selection of Individual Media

Selection of individual media to carry advertising requires the consideration of the points like
circulation; the quality and quantity of a medium’s circulation, Prestige, Influence, Readership,
etc.
.
Duplication
An advertiser must have coverage or else his message will not reach as many buyers as he must
reach. As an advertiser adds magazine after magazine to his list to increase his coverage; he finds
duplication inevitable. One way of averting duplication is to use only one of the magazines;
another is to run a different advertisement. The duplication limits an advertiser’s coverage. The
points in favour of duplication are repetition and frequency.

Frequency
The term frequency refers to the number of advertisements of the same size appearing in an
individual medium for a given period such as per day, per week, per month, or per campaign.
There is no formula to determine the ideal frequency. The two factors are the size of the
advertising fund and the size of the advertisement to be run. If these are known, frequency can be
derived. The two other factors are the number of media and the advertising period. As the
number of media increases, there is pressure for a lower frequency, or to shorten the advertising
period. The other possibilities are to enlarge the fund, or to reduce the size of the advertisement.
Manufacturers cannot ignore the fact that what the competitors are doing in respect of frequency.
The more often a message is repeated, the greater the proportion of it the consumer remembers.

Size of advertisement
The size of advertisement influences the frequency. The size of an advertisement can be derived
if the advertiser:-
 Determines the size of the advertising fund,
 Decides the numbers of individual media to be used, and
 Decides the number of advertisements to appear during the advertising period.
The purpose of the advertisement may be the strongest influence in determining its size; a large
space is used to announce, a small space is used to remain. The amount of copy, the number of
products included in one advertisement and the illustration needs of the advertisement all help to
determine size. Salesmen and dealers may also decide how large advertisements should be.
Colour
Colour is a factor which influences frequency. Colour influences the size of the advertisement
and size in turn determines frequency. Colour commands a premium price.

Re-run on Advertisement
Repetition has a considerable effect on advertising costs, and its frequency. Re-run is considered
unless it has performed well on its first appearance. It is most common in mail order business
and advertising that uses small space. It is not common for large advertisements. Indirect action
advertisements should be re-run. The reinforcement of consumer memory is another benefit of a
re-run. There are savings on a re-run. New readers are added whenever and advertisement is re-
run.

Positioning
It involves the development of a marketing strategy for a particular segment of the market. It is
primarily applicable to products that are not leaders in the field. These products are more
successful if they concentrate on specific market segments than if they attack dominant brands. It
is best accomplished through an advertising strategy, or theme, which positions advertisements
in specified market segments

rand

Perhaps the most distinctive skill of professional marketers is their ability to create, maintain,
protect, and enhance brands. The American Marketing Association defines a brand as follows:
“A Brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify
the goods or services of one seller or group of sellers and the differentiate them from those of
competitors”. In essence, a brand identifies the seller or marker. It can be name, trademark, logo,
or other symbol. Under trademark law, the seller is granted exclusive rights to the use of the
brand name in perpetuity. Brands differ from other assets such as patents and copyrights, which
have expiration dates. A brand is essentially a seller’s promise to deliver a specific set of
features, benefits, and services consistently to the buyers. The best brands convey a warranty of
quality. But a brand is an even more complex symbol. It can convey up to six levels of meaning:
Attributes: a brand brings to mind certain attributes. Mercedes suggest expensive, well-built,
well-engineered, durable, high-prestige automobiles
Benefits: attributes must be translated into functional and emotional benefits. The attribute
“durable” could translate into the functional benefit. The attribute “expensive” translates into the
emotional benefit.
Values: the brand also says something about the producer’s values.Mercedes stand for high
performance, safety, and prestige.
Culture: the brand may represent a certain culture. The Mercedes represents German culture:
organized, efficient, high quality.
Personality: the brand can project a certain personality. Mercedes may suggest a no-nonsense
boss (person), a reigning lion (animal), or an austere palace (object)
User: the brand suggests the kind if consumer who buys or uses the product. We would expect to
see a 55-year-old top executive behind the wheel of Mercedes, not a 20-year- old secretary.
If a company treats a brand only a name, it misses the point. The branding challenge is to
develop a deep set of positive associations of the brand.
Marketers must decide at which level(s) to anchor the brands identity. One mistake would be to
promote only attributes. First, the buyer is not as interested in attributes as in benefits. Second,
competitors can easily copy attributes. Third, the current attributes may become less desirable
later.
Promoting the brand only on one benefit can also be risky. Suppose Mercedes touts its main
benefit as “high performance”. Then several competitive brands emerge with high performance
as compared to other benefits. Mercedes needs the freedom to maneuver into a new benefit
positioning.
From consumer’s point of view:
 Identification of source of product
 Assignment of responsibility to product maker
 Risk reducer
 Search cost reducer
 Promise, bond, or pact with maker of product
 Symbolic device
 Signal of quality
Brands identify the source or maker of a product and allow consumers to assign responsibility to
a particular manufacturer.
From an economic perspective, brands allow consumers to lower search costs for products both
internally and externally.
 Consumers offer their trust and loyalty with the implicit understanding that the brand
will behave in certain ways and provide them utility through consistent product
performance and appropriate pricing, promotion, and distribution programs and actions.
Brands can serve as symbolic devices, allowing consumers to project their self-image.
 Certain brads are associated with being used by certain types of people and thus reflect
different values or traits. Researched have classified products and their associated
attributes into three major
Final Assignment Brand Management categories: search goods, experience goods and credence
goods.
There is difficulty in assessing and interpreting product attributes and benefits so with experience
and credence goods, brands may be particularly important signals of quality. Brands can reduce
the risk in product decisions. These risks involve functional, physical, financial, social
psychological and time risk.
From manufacturer’s point of view:
 Means of identification to simplify handling
 Means of legally protecting unique features
 Signal of quality level to satisfied customers
 Means of endowing products with unique associations
 Source of competitive advantage
 Source of financial returns
Brands help manufacturers to organize inventory and accounting records. A brand also offers the
firm legal protection for unique features of the product. A brand can retain intellectual property
rights, giving legal title to the brand owner. Brands can signal a certain level of quality so that
satisfied buyers can easily choose the product again. This brand loyalty provides predictability
and security of demand for the firm and creates barriers of entry that make it difficult for other
firms to enter the market.

BRAND AWARENESS
Whether it is a serial in a regional satellite channel or a One Day International cricket match,
there is a non-stop stream of advertisements, which clutter the commercial break. Well-
established brands attempt to sustain brand recall while new ones try appealing to prospective
consumers to get into their `consideration’ set. There are ads for children, housewives and youth.
With advertising expenditure in the order of Rs. 8000 Crores per annum in the recent times and
the proliferation of brands across categories, there is a strong need to consider the effectiveness
of these advertisements. The idea is not to cease advertising but to consider how considering
decisions would have to be considered with non-advertising alternatives. These non-advertising
alternatives may also enable a brand to create and sustain consistent associations, which may be
desirable in terms of long-term implications. A contemporary approach that creates a synergy
between various aspects of a promotional mix (advertising included) provides a refreshing
approach towards marketing communications. There may be several objectives of advertising
and a promotional mix could be used in an innovative manner to address each of these objectives
depending on the product category and target segment.
Brand Knowledge
Brand knowledge refers to brand awareness (whether and when consumers know the brand) and
brand image (what associations consumers have with the brand). The different dimensions of
brand knowledge can be classified in a pyramid (adapted from Keller 2001), in which each
lower-level element provides the foundations of the higher-level element. In other words, brand
attachment stems from rational and emotional brand evaluations, which derive from functional
and emotional brand associations, which require brand awareness. Brand knowledge measures
are sometimes called “customer mindset” measures because they capture how the brand is
perceived in the customer’s mind.

The Brand Knowledge Pyramid

Brand awareness measures the accessibility of the brand in memory.
Brand awareness can be measured through brand recall or brand recognition.
Brand recall reflects the ability of consumers to retrieve the brand from memory when given the
product category, the needs fulfilled by the category, or some other type of probe as a cue.

Brand Recognition
Brand recognition reflects the ability of consumers to confirm prior exposure to the brand (i.e.,
recognize that it is an “old” brand that they have seen before and not a “new” brand that they are
seeing for the first time). In a recognition task, consumers see a stimulus (e.g., an ad for the
brand, a brand name) and must say whether they have seen it before (e.g., last night on
television, in magazine X, etc.).
It is important to make the task as realistic as possible by allowing only a short amount of time to
answer the recognition question and by using realistic stimuli and context. If you want to use
recognition as a measure of the performance of different marketing decisions (say, different
logos or ads), you should expose one group to one version of the target stimulus and another
group to the other version of the target stimulus. However, to make the task more realistic, both
groups should also be exposed to other stimuli (e.g., competitors' brands). In a second step,
people see the “old” stimuli again, along with completely new ones, and are asked to decide if
each stimulus is “old” or “new” (i.e., if they have seen them before or not).

Brand Image
Brand image is defined as consumer perceptions of a brand and is measured as the brand
associations held in consumers’ memory. To measure brand image, you can either use and adapt
an existing list of brand associations or start from scratch by eliciting brand associations and
then measuring the strength of these associations. The outcome of this exercise is usually a short
list of the positive and negative associations consumers have with the brand, ranked by strength.
For comparison purposes, it is useful to report the average strength of each association with the
brand and the strength of the association with competing brands, and to do this for each target
segment (e.g., brand users and users of competing brands).

Brand preference
People begin to develop preferences at a very early age. Within any product category, most
consumers have a group of brands that comprise their preference set. These are the four or five
up market brands the consumer will consider when making a purchase. When building
preference, the goal is to first get on the consumer’s preference sets, and then to move up the
set’s hierarchy to become the brand consumers prefer the most – their up market brand. Gaining
and maintaining consumer preference is a battle that is never really won. In every product
category, consumers have more choices, more information and higher expectations than ever
before. To move consumers from trial to preference, brands need to deliver on their value
proposition, as well as dislodge someone else from the consumer's existing preference set.
Preference is a scale, and brands move up, down and even off that scale with and without a
vigilant brand management strategy. Pricing, promotional deals and product availability all have
tremendous impact on the position of our brand in the consumer’s preference set. If all things are
equal, the best defense is to make us more relevant to consumers than the competition. The
brands potential can only be fulfilled by continually reinforcing its perceived quality, up market
identity and relevance to the consumer. The same branding activities that drive awareness also
drive preference. And, while awareness alone will not sustain preference, it will improve the
brand’s potential for building and maintaining preference.With a great story and a large enough
investment, awareness can be attained rather quickly. It takes time, however, and constant
revaluation to build brand preference. Aristotle professed, “We are what we repeatedly do.
Excellence then is not an act, but a habit.” Attaining and sustaining preference is an important
step on the road to gaining brand loyalty. The ability to generate more revenue, gain greater
market share and beat off the competition is the reward given by consumer toward particular
brand.
Brand preference is the Selective demand for a company's brand rather than a product; the degree
to which consumers prefer one brand over another. In an attempt to build brand preference
advertising, the advertising must persuade a target audience to consider the advantages of a
brand, often by building its reputation as a long-established and trusted name in the industry. If
the advertising is successful, the target customer will choose the particular brand over other
brands in any category.
This brings us to the question of why people prefer one brand over another. Some people like
smoking Marlboro, while others prefer Camel or Winston. Is this because they have tried all
cigarette brands before they chose one for them?
The reality is that different kinds of products have different images appealing to different
people.
Other than the addition of television and the Internet as highly effective media, there have been
few changes in advertising since its birth. Yet the mysteries about what is “good” or “bad”
advertising prevail. The truth is that if your ads do not change brand preference, they are not

doing their job. If they do change brand preference, people will be three times more
likely to purchase your product. The point to reiterate is that simply getting someone to
remember your ad will not change whether or not they buy your product.

Basic communications model for development of brand preference

To better understand the process of brand preference, let's first look at a basic communications
model. The five components of this model are sender, medium, filter, receiver, and feedback. On
a daily basis, we are exposed to messages (sender/medium) via our radio, television, billboards,
Internet, mail, and word-of-mouth. Although these messages are pervasive, we continually
screen out (perceptual screen) or ignore content that has little or no relevance to us. All messages
are coded patterns and sensations – colours, sounds, odours, shapes, etc. Those messages deemed
recognizable, or a basis for a relationship, are decoded and stored in our memory (filter/screen).
A successful convergence between sender and receiver will result in some type of response to a
brand's compelling message (feedback). Stored experiences in our long-term memory are
connected through a series of nodes and networks.
Consumer prefer particular brand because they find it easier to interpret what benefits brand
offers feel more confident of it and get more satisfaction from using it . Because of such
consumer preference, the brand can charge a higher price, command more loyalty, and run more
efficient marketing programmes .The brand preference therefore command a higher asset value.

Brand Preference choice criteria

There are six criteria choose brand preference. The first three element categorized as “Brand
building” in terms of how brand preference can be built up. And last three elements are known as
“defensive” because it preserved in the face of different opportunity or different brands available
in market.
 Memorable: How easily particular brand are recalled?
  Meaningful: To what extent particular brand prefer in corresponding category? Does it
suggest something about a product ingredient or the type of person who might use the
brand?
 Likeability: How aesthetically appealing do customer finds the brand element? Is it
inherently likeable visually, verbally and in other ways?
 Transferable: Can the brand element be used to introduce in new product in the same or
different categories?
 Adaptable: How adaptable and updatable is the brand element?
 Protectable: How legally protectable is the brand element? How comparatively
protectable?
Brand Endorsement by Celebrities

The motif behind total branding may be decocted as an attempt to amalgamate diverse activities
to win customer preference. The crescendo of celebrities endorsing brands has been steadily
increasing over the past years. Marketers overtly acknowledge the power of celebrities in
influencing consumer-purchasing decisions. It is a ubiquitously accepted fact that celebrity
endorsement can bestow upon a product special attributes it might not otherwise have. But
everything is not honky-dory; celebrities are after all mere mortals made of flesh and blood like
us. If a celebrity can aggrandize the merits of a brand, he or she can also exacerbate the image of
a brand.
If I may take the liberty of rephrasing Aristotle’s quote on anger, "Any brand can get a celebrity.
That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the
right time, for the right purpose and in the right way... that is not easy."

Celebrity endorsements are impelled by virtue of the following motives: -

 Instant Brand Awareness and Recall

 Celebrity values define, and refresh the brand image
 Celebrity adds new dimensions to the brand image
 Instant credibility or aspiration PR coverage
  Lack of ideas
 Convincing clients

Successful Celebrity Endorsements for a Brand - An Indian Perspective

The latter part of the '80s saw the burgeoning of a new trend in India - brands started being
endorsed by celebrities. Hindi film and TV stars as well as sports-persons were roped in to
endorse prominent brands. Advertisements featuring stars like Tabassum (Prestige Pressure
Cooker), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar
(Dinesh Suitings) became common. Of course, probably the first ad to cash in on star power in a
strategic, long-term, mission statement kind of way was for Lux soap, a brand which has,
perhaps as a result of this, been among the top three in the country for much of its life-time. We
had the Shah Rukh-Santro campaign with the objective of mitigating the impediment that an
unknown Korean brand faced in the Indian market. The objective was to garner faster brand
recognition, association and emotional unity with the target group. Similarly,
when S. Kumar's used Hrithik Roshan, then the hottest advertising icon for their launch
advertising for Tamarind, they reckoned they spent 40-50 per cent less on media due to the sheer
impact of using Hrithik. Ad recall was as high Witness the spectacular rise of Sania Mirza and
Irfan Pathan in endorsements in a matter of a few months.

Advantages of a Celebrity Endorsing a Brand

Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for that
brand among the target audience - this is especially true in case of new products
Ensured Attention: Celebrities ensure attention of the target group by breaking the clutter of
advertisements and making the ad and the brand more noticeable.
PR Coverage: This is another reason for using celebrities. Managers perceive celebrities as
topical, which create high PR coverage.
Higher Degree of Recall: People tend to commensurate the personalities of the celebrity with
the brand, thereby, increasing the recall value.
Associative Benefit: A celebrity’s preference for a brand gives out a persuasive message -
because the celebrity is benefiting from the brand, the consumer will also benefit.
Mitigating a Tarnished Image : Cadbury India wanted to restore the consumer's confidence in
its chocolate brands following the high-pitch worms’ controversy; so the company appointed
Amitabh Bachchan for the job. It helps to reform the company’s image.
.
Psychographic Connect: Celebrities are loved and adored by their fans and advertisers use stars
to capitalise on these feelings to sway the fans towards their brand.
Demographic Connect: Different stars appeal differently to various demographic segments
(age, gender, class, geography, etc.).
Mass Appeal: Some stars have a universal appeal and, therefore, prove to be a good bet to
generate interest among the masses.
Rejuvenating a Stagnant Brand: With the objective of infusing fresh life into a stagnant brand
celebrities are used.

Disadvantages of a Celebrity Endorsing a Brand

The celebrity approach has a few serious risks: -
Reputation of the Celebrity may Derogate after he/she has endorsed the Product: The
behaviour of the celebrities reflect on the brand, celebrity endorsers may at times become
liabilities to the brands they endorse.
The Vampire Effect: This terminology pertains to the issue of a celebrity overshadowing the
brand. If there is no congruency between the celebrity and the brand, then the audience will
remember the celebrity and not the brand.
Inconsistency in the Professional Popularity of the Celebrity: The celebrity may lose his or
her popularity due to some lapse in professional performances.
Multi Brand Endorsements by the Same Celebrity would Lead to Over-exposure: The
novelty of a celebrity endorsement gets diluted if he does too many advertisements. This maybe
termed as commoditization of celebrities, who are willing to endorse anything for big bucks.
Mismatch between the Celebrity and the Image of the Brand: Celebrities manifest a certain
persona for the audience. It is of paramount importance that there is an egalitarian congruency
between the persona of the celebrity and the image of the brand. Each celebrity potrays a broad
range of meanings, involving a specific personality and lifestyle
Despite the obvious economic advantage of using relatively unknown personalities as endorsers
in advertising campaigns, the choice of celebrities to fulfill that role has become common
practice for brands competing in today's cluttered media environment.

Influence of advertising on consumer’s brand preference The essence of being in business by

any business outfits is to produce for sales and profits. In order to remain in business an
organization must generate enough sales from its products to cover operating costs and post
reasonable profits. For many organizations, sales estimate is the starting point in budgeting or
profit planning. It is so because it must be determined, in most cases, before production units
could be arrived at while production units will in turn affect material purchases. However, taking
decision on sales is the most difficult tasks facing many business executives.
This is because it is difficult to predict, estimate or determine with accuracy, potential customers’
demands as they are uncontrollable factors external to an organization. Considering, therefore,
the importance of sales on business survival and the connection between customers and sales, it
is expedient for organizations to engage in programmes that can influence consumers’ decision
to purchase its products. This is where advertising and brand management are relevant.
Advertising is a subset of promotion mix which is one of the 4ps in the marketing mix i.e
product, price, place and promotion. As a promotional strategy, advertising serve as a major tool
in creating product awareness and condition the mind of a potential consumer to take eventual
purchase decision.
When competition is keen and the consumers are faced with brand choice in the market, it
becomes imperative for the manufacturers to understand the major factors that can attract the
attention of buyers to his own brand. Major tools companies use to direct persuasive
communications to target buyers and public noting that “it consists of non-personal forms of
communication conducted through paid media under clear sponsorship”. According to him, the
purpose of advertising is to enhance potential buyers’ responses to the organization and its
offering, emphasizing that “it seeks to do this providing information, by channeling desire, and
by supplying reasons for preferring a particular organization’s offer.
From the foregoing, it could be concluded that the purpose of advertising is to cerate awareness

of the advertised product and provide information that will assist the consumer to make
purchase decision, the relevance of advertising as a promotional strategy, therefore, depends on
its ability to influence consumer not only to purchase but to continue to repurchase and
eventually develop-brand loyalty. Consequently, many organizations expend a huge amount of
money on advertising and brand management.
A brand is a name given by a manufacturer to one (or a number) of its products or services.
Brands are used to differentiate products from their competitors. They facilitate recognition and
where customers have built up favorable attitude towards the product, may speed the individual
buyers through the purchase decision process. Individual purchasers will filter out unfavorable or
un-known brands and the continued purchase of the branded product will reinforce the brand
loyal behaviour. Without brands, consumer couldn’t tell one product from another and
advertising then would be nearly impossible.
Advertiser’s primary mission is to reach prospective customers and influence their awareness,
attitudes and buying behaviour. They spend a lot of money to keep individuals (markets)
interested in their products. To succeed, they need to understand what makes potential customers
behave the way they do. The advertisers goals is to get enough relevant market data to develop
accurate profiles of buyers-to-find the common group (and symbols) for communications this
involves the study of consumers behaviour: the mental and emotional processes and the physical
activities of people who purchase and use goods and services to satisfy particular needs and
wants .The principal aim of consumer behaviour analysis is to explain why consumers act in
particular ways under certain circumstances. It tries to determine the factors that influence
consumer behaviour, especially the economic, social and psychological aspects which can
indicate the most favoured marketing mix that management should select. Consumer behaviour
analysis helps to determine the direction that consumer behaviour is likely to make and to give
preferred trends in product development, attributes of the alternative communication method etc.
consumer behaviours analysis views the consumer as another variable in the marketing sequence,
a variable that cannot be controlled and that will interprete the product or service not only in
terms of the physical characteristics, but in the context of this image according to the social and
psychological makeup of that individual consumer (or group of consumers). Advertising helps in
projecting product quality and value before the consumers. Advertising has a major influence on
consumers’ preference and it has, in no small measure, contributed to its success. The same thing
goes for its quality. The stage a product is in its life cycle is very important to a marketer as it
help in determining the type of marketing strategies to be embarked upon in respect of the said
product.
ADVERTISING RESEARCH
Advertising research is a branch of marketing research, and is both a sort of insurance to avoid
wasting money on in effective advertising and a means of monitoring the effectiveness of a
campaign while it is running and after the campaign has ended. It is also possible and
advantageous to ling advertising research with other forms of marketing research which the
company is undertaking. Today the advertisers have the benefits of many sorts of research, and
they are usually recommended and commissioned by an advertising agency. In fact, in its own
interest a good advertising agency may insist on the use of research to ensure that it produces and
conducts successful advertising.
“The advertising research is applications of marketing research aimed at the measurement of
advertising effectiveness and improves advertising efficiency. The primary aim of advertising is
to sell an idea, goods or services whereas the ultimate goal of research is to measure the impact
of advertising on sales of that idea, good or service.”
Research is not confined to testing creativity. There is a wealth of independently researched
statistical information on sales, readership and audience figures regarding all the principle media
so that the most economic media can be used. In addition to this it is possible to control the
duration of appearance of an advertisement by assessing when enough people have had the
opportunity to see the advertisement a sufficient number of times.
This is in line with the IPA definition of advertising which refers to presenting “the most
persuasive selling message to the right prospects for the product or service at the lowest possible
cost.”

Importance of advertising research

Advertising deals with many imponderables. Its aim is to influence the minds and emotions of
millions of prospective buyers. It is a mass demand creation device, so its message must be
standardized. Furthermore, conditions in the market are constantly changing. It is also expensive
and highly competitive. In view of the many difficult problems which overwhelmed advertising a
great deal of attention is devoted to the development of research techniques to provide better
knowledge on which to base advertising decisions. The two areas are embracing the most
pressing problems are those of advertising copy and advertising media.
The ethics and effectiveness of advertising are highly controversial subjects. Measuring of
advertising effectiveness poses many challenging questions to those who create, sell and utilize
advertisements. It is a widely accepted fact that advertising is a great force linking the producer
and the consumer. The need of research in advertising is also significant because a tremendously
large number of people are dependent for their earnings from this area.

MEDIA RESEARCH
Media selection is finding the most cost effective media to deliver the desired number and type
of exposures to the target audience. The media planner has to know the capacity of the major
media types to deliver reach, frequency and impact. The major media types are T.V., newspaper,
radio, magazines or journals etc.

PRINT MEDIA
For many years advertisers have not been satisfied with circulation data as the sole yardstick for
buying advertising media. It has been clearly demonstrated that the number of readers of a given
copy of a publication not only significantly exceeds circulation but also varies from gross
circulation figures as between various publications. An increasing amount of research has been
applied in resent years to the measurement of actual reading audiences. Techniques for
measuring reading audiences are now sufficiently perfected so that these data are generally
accepted and widely employed. Newspapers and magazines are the most common types of print
media. As the media circulation increases so, does the attractiveness of a newspaper or magazine
to an advertiser, and the medium may raise the advertising rates. The best way to measure a
publications’ is through measuring its readership or total audience. Media buyers need to know
the accurate circulation and readership figures to compare costs among various publications that
reach similar audiences.

BROADCAST MEDIA
The most extensive research in connection with broadcasting media is the measurement of
listening and viewing audiences. The following methods are commonly employed.
  The recall method:
The recall method obtains its data through listener surveys in which the respondent is asked to
report the television and radio programs he heard during a specified period of time previous to
the interview.
 The diary method:
In the coincidental diary method a form listing broadcasting stations and time periods is left with
the respondent, who makes notations of programs received. The diaries are usually designed so
that they can be attached to the radio or television set for convenient recording.
The chief advantage of this method is that the respondent records his listening or viewing at the
time, thus eliminating the burden on memory. It also has the advantage of making it possible to
obtain classification data regarding the listener or viewer.
The primary weakness of this method is inaccuracies of reporting because there is a constant
tendency to neglect to make entries at the time the set is actually in use.
 The coincidental method:
In this method investigators call telephone subscribers according to a predetermined sampling
pattern. It provides more accurate data than other survey methods, since it eliminates the
necessity for memory or entries in a diary. Also it is based on a report of actual viewing or
listening rather than mechanical evidence that the radio set was operating.

 The audiometer method:

The audiometer is attached to TV or radio sets at random in the homes of potential consumers.
The device maintains on a magnetic tape a continuous record of the set in usage channel on and
the station channel to which tuned. Its advantage is that with the aid of audiometer one can
accurately measure the set in use from a valid sample. Its disadvantage is that it does not indicate
who is watching the set or listening to a radio set. It only records whether the set is tuned on to a
particular channel or station. It tells nothing about the audience presence and their behavior.

Advertising research is not conducted much in India. This is because Indian

companies are not much aware of the techniques of its research and the benefit they can get out
of this activity. Of late, they are now spending huge amount on advertisements released in
various media. But they do not initiate to find whether expenditure made by them is bringing
some worthwhile results in the form of increased sales and profits. If yes, to what extent the
increase in sales is due to advertising.Because the increase in sales is due to other factors
operating in the market place. Therefore, it is the high time that the Indian business organizations
understand the importance of advertising and measure its effectiveness. For any firm incurring
expenditure on advertising, it is essential that some percentage of the advertising budget should
be embarked for the advertising research

Impact of colour on customer’s brand preference

Color is part of our daily lives. People use colors to express themselves and their emotions, to
adapt to weather conditions (e.g., dark colors are used in winter to absorb the heat better while
light colors are used in the summer to stay fresh), and also to simply help themselves feel
confident with their bodies and appearance. Research indicates that over 80% of visual
information is related to color: i.e., color conveys information. It identifies a product or a
company, as well as the quality of the merchandise and much more . Color can influence
consumers’ purchase decisions, how they see things, their emotions, and thus it is integral to
marketing. Color photographs are commonly used in ads because they are thought to have
superior attention getting properties. For this reason, it is extremely important to understand how
color affects attitudes, beliefs, and feelings. Marketers can then apply such knowledge to develop
effective promotional strategies and tactics. For instance, a package can be designed to appear
taller or shorter: e.g., light-colored packaging may make a package appear larger, whereas darker
colors may minimize the perceived size . The right colors communicate meaning and please the
eye, whereas the wrong colors can be unpleasant and even unsettling. As a marketing tool, color
can also be a subliminally persuasive force. As a functional component of human vision, color
can capture attention, relax or irritate the eyes, and affect the legibility of text. All things
considered, the right colors empower and contribute to the success of an advertising campaign, a
product, a service, or even an interior space. In contrast, using the wrong colors can be a costly
mistake. Colors can also influence customers’ emotions, positively or negatively. Previous
research has shown a consistent association of colors with certain feelings and experiences. For
example, the color “Blue” is soothing and associated with wealth, trust, and security, whereas
“Red”
connotes excitement and stimulation. For example, it is expected that viewers’ perceptions of a
brand’s image/personality will reflect the image associated with the ad’s background color (e.g.,
a brand will be judged to be more vibrant and exciting when it is advertised with a red
background versus a more calming blue background).
Impact of Packaging
Requirements of good packaging

 Functional - effectively contain and protect the contents

 Provide convenience during distribution, sale, opening, use, reuse, etc.
 be environmentally responsible
 Be cost effective
 Appropriately designed for target market
 Eye-catching (particularly for retail/consumer Sales)
 Communicate attributes and recommended use of the product and package
 Compliant with retailers' requirements
 Promotes image of enterprise
 Distinguishable from competitors' products
 Meet legal requirements for product and Packaging
 Point of difference in service and supply of Product.
 For a perfect product, perfect colour.

Forms of packaging

 Specialty packaging — emphasizes the elegant character of the product

 Packaging for double-use
 Combination packaging two or more products packaged in the same container
 Kaleidoscopic packaging — packaging changes continually to reflect a series or
particular theme
 Packaging for immediate consumption — to be thrown away after use
 Packaging for resale — packed, into appropriate quantities, for the retailer or
wholesaler.
  Trademarks

Significance of a trademark

 Distinguishes one company's goods from those of another

 Serves as advertisement for quality
 Protects both consumers and manufacturers
 Used in displays and advertising campaigns

CHAPTER- 3

RESEARCH METHODOLOGY :

Primary data:

The primary data is the data collected from the external sources through interviews, responses
for the questionnaires etc., it helps in collecting the views and the opinions of the people on the
selected research topic. Advertising is the common aspect where every individual see in their
every walk of their life and everyone will have their impact or the influence so, the questionnaire
is been prepared based on the objectives of the selected topic and the same has been circulated to
the target group of the respondents and collected the primary data.

-Through questionnaire.

Secondary data:

The secondary data is the data which will be collected from the various sources like academic
notes, books, journals, articles, blogs, magazines etc., the secondary data will help in
understanding the core aspects and the elements of the selected topic. Under review of literature
the secondary data shall be collected using the internet sources based on which the further
research shall be done.

- Through internet

Sample Procedure: Random sampling

Research design: the primary data and second

ary data will be studied and analyzed appropriately and interpreted to extract certain facts.
Whenever necessary statistical tools and financial tools like tabulation, graphs etc., will be used
to present the findings effectively. This study was done in a systematic way.

USING TOOLS:

Using tools descriptive, regression, factor analysis

OBJECTIVES:

1) A study on the impact of electronic media on brand preference.

2) A study on the impact of print media on brand preference.

3) A study on the impact of other media on brand preference.

4) To analyze how the advertisements influence the customer buying behavior.

5) To analyze the influence of the advertisements to build customer brand preference.

Need of the Study:

Now a days the glocalization is going on across the globe. Globalization along with localization
is called glocalization. The competition is becoming tough for the organizations to sustain their
business where the companies are spending huge amounts on advertising and promoting their
products to compete and sustain in the current competitive market environments. How far these
advertisements helps the companies to sustain is the question hence, it is the need for this study.

SCOPE OF THE STUDY:

The scope is the area under which the project shall be done. Unless the scope is clear the study or
the research cannot happen. This project helps in projecting the impact of advertisement on
customer’s brand preference. It also shows how celebrity endorsement impact customers.

LIMITATIONS:

 An in-depth study might not be done because of time constraints.

 The study will be conducted by considering Indian environment.
 The mindset of the respondents while answering the questionnaire.
 The quality, authenticity, reliability of the primary and the secondary data.
 Issues with research samples and selection.
 Insufficient sample size for statistical measurements.
 Lack of previous research studies on the topic.
 Methods/instruments/techniques used to collect the data.
 Limited access to data.

Literature Review
Advertising, sales promotion and public relations are mass-communication tools available to
marketers. As its name suggests, mass communication uses the same message for everyone in an
audience. The mass communication tools trade off the advantage of personal selling, the
opportunity to tailor a message to each prospect, for the advantage of reaching many people at a
lower cost per person (Etzel et al., 1997).
Today, definitions of advertising abound. We might define it as communication process, a
marketing process, an economic and social process, a public relations process or information and
persuasion process (Arens, 1996).
Dunn et al. (1978) viewed advertising from its functional perspectives, hence they define it as a
paid, non-personal communication through various media by business firms, non-profit
organization, and individuals who are in some way identified in the advertising message and who
hope to inform or persuade members of a particular audience.
Morden (1991) is of the opinion that advertising is used to establish a basic awareness of the
product or service in the mind of the potential customer and to build up knowledge about it.
Kotler (1988) sees advertising as one of the four major tools companies use to direct persuasive
communications to target buyers and public noting that “it consists of non-personal forms of
communication conducted through paid media under clear sponsorship”. According to him, the
purpose of advertising is to enhance potential buyers’ responses to the organization and its
offering, emphasizing that “it seeks to do this providing information, by channeling desire, and
by supplying reasons for preferring a particular organization’s offer.
While writing on advertising nature and scope, Etzel et al. (1997) succinctly capture all
advertising as having four features:
(i) A verbal and or visual message
(ii) A sponsor who is identified
(iii) Delivery through one or more media
(iv) Payment by the sponsor to the media carrying the message.
Summarizing the above, they conclude that “advertising then consist of all the activities involved
in presenting to an audience a nonpersonal, sponsor-identified, paid-for message about a product
or organization”.
Those views of Etzel et al. (1997) coincide with the simple but all-embracing definitions of
Davies (1998) and Arens (1996). For instance, while
Davies states that “advertising is any paid form of non-personal media presentation promoting
ideas/concepts, good s or services by an identified sponsor. Arens expressing almost the same
view describes advertising as “the personal communication of information usually paid for and
usually persuasive in nature about products (goods and services) or ideas by identified sponsors
through various media”
 Chapter 4

Data Analysis & Interpretation

Descriptive statistics:

1. Age of the respondent?

Frequency Percent Valid Percent Cumulative Percent

1 77 47.2 48.7 48.7

2 25 15.3 15.8 64.6

3 37 22.7 23.4 88.0

Valid
4 14 8.6 8.9 96.8

5 5 3.1 3.2 100.0

Total 158 96.9 100.0

Missing System 5 3.1
Total 163 100.0

Interpretation:
Above the pie chart tell us that here in the study 48.7% are from between 20-25 age group.
Group of 15.8% from the below 26-30 years and 23.4% from 31-35 and 8.9% from 36-40 age
group .

2. Gender of the responent?

Frequency Percent Valid Percent Cumulative Percent

1 76 46.6 46.9 46.9

Valid 2 86 52.8 53.1 100.0

Total 162 99.4 100.0

Missing System 1 .6
Total 163 100.0

Interpretation:

Above pie chart tells that respondents are female 53.1% and follows male by 46.9%.
 3. Which are the favorite brands brands?

Frequency Percent Valid Percent Cumulative Percent

1 29 17.8 17.9 17.9

2 20 12.3 12.3 30.2

3 33 20.2 20.4 50.6

4 41 25.2 25.3 75.9

Valid
5 22 13.5 13.6 89.5

6 15 9.2 9.3 98.8

7 2 1.2 1.2 100.0

Total 162 99.4 100.0

Missing System 1 .6
Total 163 100.0

Interpretation:

The above pie chart tells that brand preferred by respondents 25.3% from levis and below the
20.4% from west side and 13.6% from nike.

3. Which brands are the preferred by the responent?

Frequency Percent Valid Percent Cumulative Percent

Valid 1 46 28.2 28.8 28.8

2 55 33.7 34.4 63.1

3 38 23.3 23.8 86.9

 4 14 8.6 8.8 95.6

5 7 4.3 4.4 100.0

Total 160 98.2 100.0

Missing System 3 1.8
Total 163 100.0

Interpretation:

The above pie chart tells that brand preferred by the respondent 34.4% from preferred
comfortable and 28.7% from quality. and 23.7% stylish.

4. From the where you get the information about this brands?

Frequency Percent Valid Percent Cumulative Percent

1 25 15.3 15.5 15.5

2 37 22.7 23.0 38.5

3 26 16.0 16.1 54.7

Valid 4 62 38.0 38.5 93.2

5 6 3.7 3.7 96.9

6 5 3.1 3.1 100.0

Total 161 98.8 100.0

Missing System 2 1.2
Total 163 100.0
Interpretation:

The above pie chart tells that information about brands 38.5% from the internet and 16.1% from
the radio and 23% television.

6. If you searchin g for information of a brand which media will you look for?

Frequency Percent Valid Percent Cumulative Percent

1 30 18.4 18.6 18.6

2 38 23.3 23.6 42.2

3 62 38.0 38.5 80.7

Valid
4 23 14.1 14.3 95.0

5 8 4.9 5.0 100.0

Total 161 98.8 100.0

Missing System 2 1.2
Total 163 100.0
Interpretation:
The above pie chart tells that which media look for 38.5% from electronic media and 23.5%
from print media and 18.6 from preference.

7. Do you rely on advertisements?

Frequency Percent Valid Percent Cumulative Percent

1 35 21.5 21.7 21.7

2 34 20.9 21.1 42.9

Valid 3 71 43.6 44.1 87.0

4 21 12.9 13.0 100.0

Total 161 98.8 100.0

Missing System 2 1.2
Total 163 100.0
Interpretation:
The above pie chart tells that rely on advertisement 41.1% from some times and 21.5% from no.
and 21.7% from yes.

8. Do you change your perception of a product by just seen the advertisement?

Frequency Percent Valid Percent Cumulative Percent

1 33 20.2 20.6 20.6

2 44 27.0 27.5 48.1

Valid 3 60 36.8 37.5 85.6

4 23 14.1 14.4 100.0

Total 160 98.2 100.0

Missing System 3 1.8
Total 163 100.0

Interpretation:
From the above pie chart tells that perception of the respondents 37.5% some times and 27.5%
from no and 26.5% from yes.

9.Do you think advertisment is necessty for your decision making?

Frequency Percent Valid Percent Cumulative Percent

1 41 25.2 25.5 25.5

2 87 53.4 54.0 79.5

Valid
3 33 20.2 20.5 100.0

Total 161 98.8 100.0

Missing System 2 1.2
Total 163 100.0

Interpretation:
The above pie chart tells that advertisement is necessary majority of the people 54% for
sometime necessary and 25.5% for always necessary.

10. What are the factors which influnce your decision making process ?

Frequency Percent Valid Percent Cumulative Percent

1 58 35.6 37.2 37.2

2 57 35.0 36.5 73.7

Valid
3 41 25.2 26.3 100.0

Total 156 95.7 100.0

Missing System 7 4.3
Total 163 100.0
Interpretation:
The above pie chart from tells that factors influencing respondent decision making process
38.1% for product features. And 36.5% for advertisement and 27,5% for cost option of friends.

11.what do you look for in an advertisment?

Frequency Percent Valid Percent Cumulative Percent

1 20 12.3 12.4 12.4

2 37 22.7 23.0 35.4

3 50 30.7 31.1 66.5

Valid
4 30 18.4 18.6 85.1
5 24 14.7 14.9 100.0

Total 161 98.8 100.0

Missing System 2 1.2
Total 163 100.0
Interpretation:
The above pie chart tells that respondent look for an advertisement 31.1% for brand endorses
and 23% for benefits and 18.6% for offers.

12. Do you purchase a product just because your favorite celbrity in endorsing
it?

Frequency Percent Valid Percent Cumulative Percent

1 56 34.4 34.8 34.8

2 63 38.7 39.1 73.9

Valid
3 42 25.8 26.1 100.0

Total 161 98.8 100.0

Missing System 2 1.2
Total 163 100.0
Interpretation:
The above pie chart tells that purchase perception of respondent by seeing favorite celebrity
endorsing 31.9% for no and 34.8% yes.

13.Do you purchase product just by getting attracted product?

Frequency Percent Valid Percent Cumulative Percent

1 51 31.3 31.9 31.9

2 63 38.7 39.4 71.3

Valid
3 46 28.2 28.8 100.0

Total 160 98.2 100.0

Missing System 3 1.8
Total 163 100.0

Interpretation:
From the above pie chart tells that purchased product just by getting attracted products 39.4% for
no and 31.9% for yes.

4. What are the factors ia an advertisment which will make you change you brand loyalty?

Frequency Percent Valid Percent Cumulative Percent

Valid 1 32 19.6 20.0 20.0

2 50 30.7 31.3 51.3

3 53 32.5 33.1 84.4

4 19 11.7 11.9 96.3

 5 6 3.7 3.8 100.0

Total 160 98.2 100.0

Missing System 3 1.8
Total 163 100.0

Interpretation:
The above pie chart is factors in an advertisement which will make change your brand loyalty
respondent 33.1% for new features and 31.2% for value for money .

15.If you here the name of a brand through the advertisment what do you you recall?

Frequency Percent Valid Percent Cumulative Percent

1 45 27.6 28.0 28.0

2 39 23.9 24.2 52.2

3 34 20.9 21.1 73.3

Valid
4 27 16.6 16.8 90.1

5 16 9.8 9.9 100.0

Total 161 98.8 100.0

Missing System 2 1.2
Total 163 100.0

Interpretation:
The above pie chart tells that recall of advertisement of the respondents 24.2% for tagline and
28% for music.

16.What are the things that should be highlighted in an advertisment?

Frequency Percent Valid Percent Cumulative Percent

1 31 19.0 19.4 19.4

2 33 20.2 20.6 40.0

3 48 29.4 30.0 70.0

Valid
4 28 17.2 17.5 87.5

5 20 12.3 12.5 100.0

Total 160 98.2 100.0

Missing System 3 1.8
Total 163 100.0
Interpretation:
The above pie diagram tells high lets of the advertisement 30% for benefits and 20.6% for
tagline and 30% brand name for 30%.

17.If a product ids misintrepreted by your friend would you believe him are do on with your
own view?

Frequency Percent Valid Percent Cumulative Percent

1 38 23.3 23.6 23.6

2 66 40.5 41.0 64.6

Valid 3 41 25.2 25.5 90.1

4 16 9.8 9.9 100.0

Total 161 98.8 100.0

Missing System 2 1.2
Total 163 100.0
Interpretation:
The above pie diagram tells misinterpreted by your friend 41.5%will go with my view 25.5%will
refer advertisement 23.5%will believe my friend.

18.Do you prefer doing to any store just by seeing the offers on hoardings on banners?

Frequency Percent Valid Percent Cumulative Percent

1 40 24.5 25.6 25.6

2 46 28.2 29.5 55.1

Valid 3 56 34.4 35.9 91.0

4 14 8.6 9.0 100.0

Total 156 95.7 100.0

Missing System 7 4.3
Total 163 100.0
 19. After view experience any product do you covey the messsage?

Frequency Percent Valid Percent Cumulative Percent

1 41 25.2 25.8 25.8

2 42 25.8 26.4 52.2

Valid 3 59 36.2 37.1 89.3

4 17 10.4 10.7 100.0

Total 159 97.5 100.0

Missing System 4 2.5
Total 163 100.0
Interpretation:
Most of the respondents are from the 21-25 product message group. It has 75 respondents which
is 45% of total. Second highest is other group which has 53 respondents and occupies 18%.

20.What is the Responcse To Repeat advertisment Tv-Radio?

Frequency Percent Valid Percent Cumulative Percent

1 34 20.9 21.4 21.4

2 33 20.2 20.8 42.1

Valid 3 64 39.3 40.3 82.4

4 28 17.2 17.6 100.0

Total 159 97.5 100.0

Missing System 4 2.5
Total 163 100.0

Interpretation:
Most of the respondents are from the 21-23 repeat advertisement tv- radio group. It has 77
respondents which is 42% of total. Second highest is other group which has 53 respondents and
occupies 18%.

21.How Important Is Music in Advertisment?

Frequency Percent Valid Percent Cumulative Percent

 1 62 38.0 39.0 39.0

2 72 44.2 45.3 84.3

Valid
3 25 15.3 15.7 100.0

Total 159 97.5 100.0

Missing System 4 2.5
Total 163 100.0

Interpretation:
Most of the respondents are from the 21-23 music in advertisement group. It has 77 respondents
which is 42% of total. Second highest is other group which has 53 respondents and occupies
18%.

21.How Important Is Music in Advertisment?

Frequency Percent Valid Percent Cumulative Percent

1 62 38.0 39.0 39.0

2 72 44.2 45.3 84.3

Valid
3 25 15.3 15.7 100.0

Total 159 97.5 100.0

Missing System 4 2.5
Total 163 100.0
Interpretation:
Most of the respondents are from the 21-29 music in advertisement group. It has 80 respondents
which is 42% of total. Second highest is other group which has 53 respondents and occupies
18%.

23.What are the aspect you look for internet for the information on your preferred brands/

Frequency Percent Valid Percent Cumulative Percent

1 61 37.4 38.4 38.4

2 55 33.7 34.6 73.0

Valid 3 30 18.4 18.9 91.8

4 13 8.0 8.2 100.0

Total 159 97.5 100.0

Missing System 4 2.5
Total 163 100.0
Interpretation:
Most of the respondents are from the 21-23 preferred brands group. It has 77 respondents which
is 42% of total. Second highest is other group which has 53 respondents and occupies 18%.

24. D0es the internet advertisment in the website create brand awareness?

Frequency Percent Valid Percent Cumulative Percent

1 39 23.9 24.7 24.7

2 41 25.2 25.9 50.6

Valid 3 58 35.6 36.7 87.3

4 20 12.3 12.7 100.0

Total 158 96.9 100.0

Missing System 5 3.1
Total 163 100.0
Interpretation:
Most of the respondents are from the 21-29 brand awareness group. It has 82 respondents which
is 42% of total. Second highest is other group which has 53 respondents and occupies 18%.

25.Do you think internet is the most reliable source of information?

Frequency Percent Valid Percent Cumulative Percent

1 56 34.4 35.7 35.7

2 55 33.7 35.0 70.7

Valid
3 46 28.2 29.3 100.0

Total 157 96.3 100.0

Missing System 6 3.7
Total 163 100.0
Interpretation:
Most of the respondents are from the 21-23 source of information group. It has 77 respondents
which is 42% of total. Second highest is other group which has 53 respondents and occupies
18%.

26.Are you a brand loyal customer?

Frequency Percent Valid Percent Cumulative Percent

1 78 47.9 50.0 50.0

Valid 2 78 47.9 50.0 100.0

Total 156 95.7 100.0

Missing System 7 4.3
Total 163 100.0
INTERPRETATION:

Most of the respondents are from the 21-30 brand loyalty customer group. It has 87 respondents
which is 42% of total. Second highest is other group which has 53 respondents and occupies
18%.

27.Are you a peice sensitive customer?

Frequency Percent Valid Percent Cumulative Percent

1 86 52.8 54.4 54.4

Valid 2 72 44.2 45.6 100.0

Total 158 96.9 100.0

Missing System 5 3.1
Total 163 100.0
INTERPRETATION:

Most of the respondents are from the 21-23 sensitive customer group. It has 77 respondents
which is 42% of total. Second highest is other group which has 53 respondents and occupies
18%.

28.Do you only buy brand products?

Frequency Percent Valid Percent Cumulative Percent

1 65 39.9 41.4 41.4

2 50 30.7 31.8 73.2

Valid
4 42 25.8 26.8 100.0

Total 157 96.3 100.0

Missing System 6 3.7
Total 163 100.0
INTERPRETATION:

Most of the respondents are from the 21-23 buy brand products group. It has 77 respondents
which is 42% of total. Second highest is other group which has 53 respondents and occupies
18%.

29.Do you sick to the same brand by seeing the advertisement?

Frequency Percent Valid Percent Cumulative Percent

1 95 58.3 60.5 60.5

Valid 2 62 38.0 39.5 100.0

Total 157 96.3 100.0

Missing System 6 3.7
Total 163 100.0
Interpretation:
Most of the respondents are from the 21-23 sick to the same brand by seeing advertisement
group. It has 77 respondents which is 42% of total. Second highest is other group which has 53
respondents and occupies 18%.

30.Do you think company sponsorship helps them the built the stronger?

Frequency Percent Valid Percent Cumulative Percent

1 106 65.0 67.1 67.1

Valid 2 52 31.9 32.9 100.0

Total 158 96.9 100.0

Missing System 5 3.1
Total 163 100.0
Interpretation:
Most of the respondents are from the 21-20 company sponrship group. It has 88 respondents
which is 42% of total. Second highest is other group which has 53 respondents and occupies
18%.

FACTOR ANALYSIS:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .673

Approx. Chi-Square 546.723

Bartlett's Test of Sphericity Df 231

Sig. .000

Total Variance Explained

Compone Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
nt Loadings Loadings

Total % of Cumulative Total % of Cumulative Total % of Cumulative

Variance % Variance % Variance %

1 3.752 17.053 17.053 3.752 17.053 17.053 2.593 11.787 11.787

2 2.047 9.303 26.356 2.047 9.303 26.356 2.530 11.502 23.289
3 1.825 8.293 34.649 1.825 8.293 34.649 2.499 11.360 34.649
4 1.389 6.314 40.964
5 1.226 5.574 46.538
6 1.177 5.350 51.888
7 1.123 5.104 56.992
8 .975 4.431 61.423
9 .954 4.335 65.758
10 .878 3.989 69.747
11 .829 3.766 73.514
12 .783 3.558 77.071
13 .694 3.154 80.225
14 .640 2.908 83.133
15 .617 2.803 85.937
16 .594 2.699 88.636
17 .536 2.437 91.073
18 .466 2.117 93.189
19 .427 1.940 95.129
20 .403 1.834 96.963
21 .353 1.606 98.569
22 .315 1.431 100.000

Extraction Method: Principal Component Analysis.

 Rotated Component Matrixa

Component

1 2 3

24. D0es the internet

advertisment in the website .738 -.092 -.078
create brand awareness?
21.How Important Is Music
.667 .180 .117
in Advertisment?
22.Do you Refer Goggle do
you refer google search
.654 .226 .036
brfore going purchase
decision?
23.What are the aspect you
look for internet for the
.632 .048 .019
information on your
preferred brands/
26.Are you a brand loyal
.473 -.156 .389
customer?
25.Do you think internet is
the most reliable source of .373 .086 .187
information?
19. After view experience
any product do you covey .345 .148 .224
the messsage?
16.What are the things that
should be highlighted in an -.086 .622 -.043
advertisment?
15.If you here the name of a
brand through the
.033 .608 -.031
advertisment what do you
you recall?
17.If a product ids
misintrepreted by your
friend would you believe him .116 .542 -.124
are do on with your own
view?
20.What is the Responcse
To Repeat advertisment Tv- .186 .500 .091
Radio?
11.what do you look for in an
-.105 .494 .357
advertisment?
13.Do you purchase product
just by getting attracted .172 .484 .124
product?
18.Do you prefer doing to
any store just by seeing the
-.114 .437 .305
offers on hoardings on
banners?
14. What are the factors ia
an advertisment which will
.224 .426 .019
make you change you brand
loyalty?
30.Do you think company
sponsorship helps them the .027 -.173 .649
built the stronger?
27.Are you a peice sensitive
.117 .040 .620
customer?
28.Do you only buy brand
.048 .040 .557
products?
29.Do you sick to the same
brand by seeing the .007 .117 .533
advertisement?
10. What are the factors
which influnce your decision .255 -.012 .513
making process ?
9.Do you think advertisment
is necessty for your decision .096 .282 .440
making?
12. Do you purchase a
product just because your
.209 .322 .347
favorite celbrity in endorsing
it?

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

REGRESSION:

Model Summaryc,d
 Mod R R Adjusted R Std. Error Change Statistics Durbin-
el Squareb
Square of the R Square F df1 df2 Sig. F Watson
Estimate Change Change Change

1 .939a .881 .860 .982 .881 40.350 21 114 .000 2.186

INTERPRETATION:
from the above table it seen that regression coefficient R=.939 or 93.9%
relationship exist between indepenedent variable abd dependent variable the
coefficient of determination R square value .
ANOVAa,b

Model Sum of Squares df Mean Square F Sig.

Regression 817.074 21 38.908 40.350 .000c

1 Residual 109.926 114 .964

Total 927.000d 135

a. Dependent Variable: 7. Do you rely on advertisements?

b. Linear Regression through the Origin

Chapter 5

Findings, Recommendations

&

Conclusion

FINDINGS

 The most preferred brand is Levis with 48 respondents out of 150 respondents.
 62 respondents prefer their brands because of its quality.

 66 of the respondents acquire information about their brands from television.

 79 respondents said that they would prefer electronic media than any other media to get
information about a brand.

 58 respondents said that they rely on advertisement which shows that advertisement is important.

 59 respondents said that sometimes they change their perception of a brand by seeing an
advertisement.

 55 respondents have said that product features influence their decision making process.

 59 respondents out of 150 said that they look for the price of a product in an advertisement.

 72 respondents said that they purchase a product because their favourite celebrity is endorsing it.

 50 respondents said that value for money shown in an ad makes them change their brand loyalty.

 When it was asked what they recall after seeing or hearing an ad 56 respondents said music.

 45 respondents said that the tag line should be highlighted in an advertisement.

 75 respondents have said that they go to the stores by seeing the hoardings and banners.

 79 respondents said that they spread word of mouth after experiencing a product.

 79 respondents said that music is very important in an advertisement.

 82 respondents said that they refer google search before purchasing a product.

 78 respondents said that internet advertisement really creates brand awareness about a product.

 82 respondents said that internet is a reliable source for collecting information about a brand.

 77 respondents said that they have done on line shopping.

 89 respondents said that they do not refer company’s website before purchasing.

Recommendations
  Companies should research continuously for quality improvement.
 Develop more effective advertising campaigns
 Advertising messages should both be persuasive and reminder-oriented. .
 Comparative advertising is useful in this regard.
 Television combines motion, sound, and special visual effects for which it is the most
preferred media for advertisements.
 To employ integrated advertising of their product.
 More budgets could be devoted to TV adverts in view of the consumers’.

Conclusion:
According to this study, it has found out that people notice advertisements and the awareness
level of the brand is good only because of advertisements. Based on this study I would say
television advertisements have more reach to the people. Customers prefer television in
comparison to other media since they get both the audio and visual effects .This also proves that
customer’s rely on advertisements shown in media. Customers of the age group of 20-25 are
more interested in advertisements and brands. The customers like branded products because of
the quality it possesses. For an advertisement to be effective the price, the music and the tag line
should be highlighted. These three aspects create a great impact in brand preference. Hoardings
and banners also create brand awareness of a product and are important to increase brand
preference. The customer’s also spread word of mouth after they use a product. This survey also
makes it clear that customer’s(especially of the younger generation) refer internet before they
purchase and they search for the product features shown in internet advertisements.