ADVERTISEMENT : -

IMPACT ON CONSUMER BEHAVIOUR

PROJECT SUBMITTED TO THE DEPARTMENT OF COMMERCE IN

PARTIAL FULLFILLMENT OF THE REQUIREMENT OF THE

DEGREE IN BACHELOR IN COMMERCE

SUBMITTED BY :

NAME - SUPRITA SAHU

UNIV.ROLL NO - SO4317COM037

(SEASSION - 2019 - 2020)

UNDER THE GUIDANCE OF :

DR. BISWA MOHAN JENA

ASSISTANT PROFESSOR IN COMMERCE

NETAJI SUBASH CHANDRA BOSE (GOVT.LEAD) COLLEGE,

PUTIBANDH, SAMBAL PUR, 768005, ODISHA

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 CERTIFICATE :

This is to certified that the Project work report entitled"ADVERTISEMENT -

IMPACT ON CONSUMER BEHAVIOUR " submitted by Suprita Sahu B.Com Final Year student

(Roll No - S04317COM037) in the partial fulfillment of the requiremants for the award of Degree

in Bachlor In Commerce at the Netaji Subash Chandra Bose ( Govt. Lead ) College , Sambalpur is

an authentic work carried out by the candidate under my supervision and guidance .

Place - Sambalpur. Dr. Biswa Mohan Jena

Date - Head of Department

(Commerce and Management Studies)

Netaji Subash Chandra Bose (Govt. Lead)

College , Sambalpur , Odisha

DECLARATION :

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 I here by declare that the Project Report entitled " ADVERTISEMENT - IMPACT ON CONSUMER

BEHAVIOUR " submitted by me to Netaji Subash Chandra Bose ( Govt. lead ) College , Sambalpur in partial

fulfillment of the requirement for the award of the Degree of Bachlor In Commerce is a bonafide project

work carried out by me under the guidence of Dr. Biswamohan Jena . And whatever information has been

taken from any sources had been duly acknowledge.

I further declare that , this project is carried out for academic purpose only.

Suprita Sahu

Univ. Roll No -SO4317COM037

Netaji Subash Chandra Bose ( Govt. lead ) College ,

Sambalpur

ACKNOWLEDGEMENT :

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 I am highly indebted to Dr. Biswa Mohan Jena as Assistant Professor , Dept. Of Commerce in

Netaji Subash Chandra Bose ( Govt. Lead ) College for their guidence & constant supervision as well as for

providing necessary information regarding the project and also for their support in completing the project

I would like to express my gratitude towards the Principal in Charge Mr. Hari Shankar Sahu &

other teaching staff of Netaji Subash Chandra Bose ( Govt. Lead ) College , Sambalpur for their kind co-

operation and encouragement which help me in completion of this Project .

At last , I am very much thankful to social media websites on where from I get such important

and valuable information for completion of this project paper.

Suprita Sahu

Univ. Roll No - S04317COM037

Netaji Subash Chandra Bose ( Govt. Lead ) College , Sambalpur

ABSTRACT :

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 Advertisement plays an important role in modern era as
it shapes the attitudes and perceptions of individuals and
society which strikingly influences the customer buying
behavior . any business can get on the road of success when it
attracts and retains the consumer with profit and this goal is
achieved when company builds astrong consumer perception for
its product or service . all the big guns have made significant
attempts to ensure quality advertisement and fabrication of
strong consumer perception through suitable ways that
positively affects the consumer buying behavior because people
get knowledge about product through advertisement and other
promotional tools and develop perception through company’ s
activities and his previous experience with that company and
past purchase accordingly the study attempts to analyze the
impact of advertising market provides a key to gain actual
success only to those brands which match best to the current
environment i.e “ imperative” which can be delivered what are
the people needs and they are ready to buy at the right time
without any delay. Thare are number of brands are available in
the market. In those brands, some brands are very famous not
only in india but also globally. For these brands, different media.
Measuring the influence ofadvertisement in consumer brand
preference is very essential for every marketer. If advertisement
does not create any positive change in consumers’ brand
preference, all the resources such as money, time and efforts

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spent on advertisement will go in vain. Most of the marketers
use advertisement as a tool to attract substantially new
customers and to retain the existing customers. Measuring the
influence of advertisement in consumer brand preference is very
essential for every marketer. If advertisement does not create
any positive change in consumers’ brand preference, all the
resources such as money, time and efforts spent on
advertisement will go in vain. Most of the marketers use
advertisement as a tool to attract substantially new customers
and to retain the existing customers. in globalized world,
advertising has a huge and important role in promoting the
products and the services. With the rapid development in
technology and influence of media advertising has become an
inevitable part of promotion mix. Through advertisement both
electronic and print more audience can be reached and can have
more impact on them, advertisements can be used to inform
the new audiences, persuade them to busy the product and it
can have huge influence on consumer decision making,
advertisement can also be used as reminder to the existing
customer about their connectivity to their products and have
long lasting association with product or services and helps in
brand building creating brand loyalty.

TABLE OF CONTENTS
SL.NO. CHAPTERS. PAGE NO.

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1. INTRODUCTION. 9 - 15

2. REVIEW OF LITERATURE. 16 - 25

3 OBJECTIVES OF THE STUDY. 25

4. HYPOTHESIS. 26

5. METHODOLOGY. 27 - 31

6. INTRODUCTION - ADVERTISEMENT. 31 - 35

6.1 OBJECTIVE OF ADVERTISEMENT. 35 - 40

6.2 REASON FOR ADVERTISEMENT. 41 - 43

6.3 RELATIONSHIP BETWEEN CONSUMER

BEHAVIOUR & ADVERTISEMENT. 44 - 45

6.4. ADVERTISEMENT PROCESS 46 - 50

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 6.5 MEDIUM OF ADVERTISEMENT. 50 - 55

6.7 GROWTH OF ADVERTISEMENT IN INDIA. 55 - 56

7. TOP 10 ADVERTISEMENT COMPANY IN INDIA. 56 - 58

8. IMPACT OF ADVERTISEMENT ON CHILDREN.

( POSITIVE & NEGATIVE IMPACT) 59 - 65

9. IMPACT OF ADVERTISEMENT ON CONSUMER

BEHAVIOUR ( POSITIVE & NEGATIVE IMPACT ) 65 - 71

10. SUGGESTIONS. 71 - 72

11. CONCLUSIONS. 72 - 75

12. REFERENCES. 75 - 78

13. QUESTIONNERIES. 79 - 83

CHAPTER - 1
INTRODUCTION :
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 An introduction to advertisement analysis what is an
advertisement? Is it a form of communication that allows others
to spread their message? An advertisement can be used for
many things. Form trying to sell a product, to trying to capture
an audience ‘ s attention, to portraying the ideal man or woman,
advertisements are merging all of those forms of communication
into one. Throughout our world, we see many different print
advertisements, commercials, and other forms of sales pitches;
we learn what the current trends are in society. For example, if
there was an ad for the newest Reebok shoes, everyone would
flock to the store to get them because they are the newest fads
which must be acquired .HOWEVER, if that shoe advertisement
depicted a pretty woman wearing skimpy clothes wearing the
shoes, there would be many more men going to the store rather
than women. The advertisements in modern days seem to be
much less sexist or chauvinist their mid 1900s predecessors.
We see advertisements all around us. They are on television, in
magazines, on the internet, and plastered up on large billboards
everywhere. Ads are nothing new .many individuals have noticed
them all of their lives and have just come to accept them.
Advertisers use many subliminal techniques to get the
advertisements to work on consumers. Many people don’t
realize how effective ads really are.one example is an
advertisement for high

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Advertisement for high definition television from Samsung. it
appears in an issue of Entertainment weekly, a very popular
magazine concerning movies, music,books, and other various
media. The magazine would appeal to almost anyone, from a
fifteen-five- year-old movie addict to sixty-five-year-old soap
opera lover.
Advertisement, generally speaking, is the promotion of
goods, services, companies and ideas, usually performed by an
identified sponsor, marketers see advertisement as part of an
overall promotional strategy, other components of the
promotional mix include publicity, public relational, personal
selling, and sale promotion.
Advertisement involves the process where in a massage is
designed so as to promote a product, thought, an idea or even a
service. The concept of advertisement has assumed a dynamic
form with the use of the various mediums of communication.
Form the newspaper. Magazines, posters, neon and fluorescent
signboards, billboards to the commercial on tv, laser shows to
inflated high- rise figures and objects ,advertisement has come a
long way. The work is formidable as it spearheads a process
intended to attract, modify, change and influences public
opinion.
From the local business to multinational firm and all need to
advertisement . while politicians, social organizations,

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government special groups need to advertisement their motto.
National airlines, auto mobile manufactures, food and consumer
goods manufactures have to reach the consumer.

Advertisement is communication : -
Advertisement sends a message. The advertisement campaign,
regardless of its scope or size, portrays the organization,
products and services, and values, Each attribute is tested with
each new customer the companies acquire.
Advertisement is any paid form of communication from an
identified sponsor or source that draws attention to ideas,
goods, services or the sponsor itself. Most advertisement is
directed toward groups rather than individuals, and
advertisement is usually delivered through media such as
television, radio, newspapers and, increasingly, the internet. Ads
are often measured in impressions (the number of time a
consumer is exposed to an advertisement).
Advertisement is a very old form of promotion with roots that go
back even to ancient time. In recent decades, the practices of
advertisement have changed enormously as new technology and
media have allowed consumers to bypass traditional
advertisement venues. From the invention of the remote
control, which allows people to ignore advertisement on tv

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without leaving the couch, to recording devices that let people
watch tv programs but skip the ads, conventional advertisement
is on the wane. Across the board, television viewership has
fragmented , and ratings have fallen.
Marketers have always adapted to changing business demands
when it comes to creating new advertisement. The use of
advertisement has singnificantly increased I the 20th century as
industrialization expanded the supply of manufactured
products.however, not many businesses practiced advertisement
at the time. During the late 80s advertisement were fairly limited
to television, radio billboards and newspapers. In the modern
times, businesses are leaning towards digital advertisement.
Companies are so focused in social media and mobile
advertisement that they may take over television advertisement
very soon. In Bangladesh, the trend of digital marketing is just on
the bloom. Most large local and multinational giant companies
are now practicing digital marketing in full swing.
The major aim of advertisement is to impact on buying behavior;
however, this impact about brand is changed or strengthened
frequently through people’s memories. Memories about the
brand are formed by associations that are related to brand name
in consumer mind (khan, siddiqui ,shah&hunjra,2012). These
brands continuously influence consideration,evaluation and
finally purchases (romaniuk& sharp, 2004).consumers buying

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behavior has always been given so much importance and space
in the literature study of impact of advertisement regarding its
effectiveness (ajzen, 2002). Most of the time consumers buying
behavior depends on liking or disliking of consumers toward the
advertisement of the product advertisement (smith et al, 2006) a
good quality advertisement is likely influence consumers into
buying that product while a poor quality advertisement will do
the opposite.
In this paper we have introduced a combination of different
variables and attempted to examine their influence on consumer
behavior. This paper aims to determine which of these variables
carries the most importance in terms of effecting consumer
behavior and which of these variables carries less significant
impact. This will help marketers to focus on the right factors and
achieve maximum benefit from their advertisement.

Advertisement is a promotion strategy which serves as a

major tool in creating product awareness in the mind of the
consumer to take purchasing decision. Advertisement, sale
promotion and public relations are ma communications tools
used by marketers. Advertisement through mass media
influences audience, but television has mass reach and is the
strongest medium of advertisement . advertisement can
influence the attitude or individual behavior, life style in the long

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run as well as the culture of the country can (Latif &abideen.
2011).a company can enhance the brand of their product by
inversting in promotional activities in order to compete in a
consumer market that is dominated through advertisement
(hussainy, riaz, kazi&harani, 2008) the primary aim of advertiser
is to reach consumers and influence their awareness, attitude
and buying behavior. Their major preoccupation is to keep
individuals preoccupation is to keep individuals interest in their
product through spending on advertisement . they also need to
understand what influence customers behavior.
Advertisement has the potential to contribute to brand
choice of consumers . It impacts on consumer behavior.
Advertisement impact on brands change frequently in peoples
memory. Brand memories consist of those associations that are
related to brand name in consumer’s mind. These brand
cognition influence consideration, evaluation and final purchase
( romaniuk& sharp.2003) consumers behavior should be
analyzed for effective advertisement, to know why consumers
behave in particular ways under cartain circumstances. And also
to know the factors that influence consumer behavior, especially
the economic, social and psychological aspects.
Advertisement is criticized for its presenting misleading
information, promoting adverse values, fake claims, subliminal
seduction messages and persuading people to buy things they no

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longer need (kotana, 1964); polly, 1986; pollay and
mittal,19936).again, this industry is blamed of spreading
unsustainable consumption patterns around the world over and
encouraging excessive consumption.
There are different applications of consumer behavior but
its major appliance is on the marketing strategy for creation of
superior marketing campaign. By understanding that customers
are extra amenable to food promotion while they are hungry, we
learn to sketch snack advertisement in the afternoon. So,
advertisement and consumer behavior are both closely related
to each other hence having a direct relationship with each other.
Further in the paper different types of advertisement for
example humorous, serious etc would be discussed and also the
mediums used by the companies for advertisement and their
effects on consumer behavior would be discussed to prove this
relationship.

CHAPTER - 2
LITERATURE REVIEW : -
Advertisement, sales promotion and pubic 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

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message to each prospect, for the advantage of reaching many
people at a lower cost per person (Etzel et al.,1997).
Today, definitions of advertisement about. We might define it as
communication process, a marketing process, an economic and
social process. A public relations process or an information and
persuasion process (arens.1996).
Dunn et al. (1978)viewed advertisement 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 hope to
inform or persuade members of a particular audience.
Morden (1991) is of the opinion that advertisement is used to
establish a basic awareness of the product or service in the mind
of the potential customer and to buid up knowledge abut it.
Kotler (1988) sees advertisement as one of the four .
Major tools companies use to direct persuasive
communication to target buyers and public noting that “it
consist of non-personal forms of communication conducted
through paid media under clear sponsorship” according to him,
the purpose of advertisement is to enhance potenrial 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’ offer.
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 While writing on advertisement nature and scope. Etzel et al.
(1997) succinctly capture all advertisement 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 “advertisement
then consist of all the activites involved in presenting to an
audience a non-personal, sponsor-identified, paid – for message
about a product or organization”
Those views of etxeletal.(1997). Coincide with the simple
butt all-embracing definitions of davies (1998)andarens
(1996).for instance, while davies states that “advertisement 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 advertisement
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”
From the foregoing, it could be concluded that the purpose
of advertisement is to cerate awareness of the advertisement

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product and provide information that will assist the consumer to
make purchase decision, the relevance of advertisement as a
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 advertisement and brand management.
A brand is a name given by a manufacturer to one (or a
number) of its products of services. Brands are used to
differentiate product 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 brand-loyal
behavior. Without brand, consumer couldn’t tell one product
from another and advertisement then would be nearly
impossible.
Numerous studies have examined the effectiveness of
advertisement in the past decade. The common measures of
advertisement effectiveness, include ad recall, ad recognition,
brand awareness, clicks or click through rate, attitude towards
the ad and the brand, and purchase consideration. Of these
common measures. Attitudes toward the ad, clicks on ad, and
ability to recall ad are focus of the present study. The

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effectiveness of these three measures war assessed by their
ability to predict purchase decision. Advertisement, sales
promotion and public relation are mass communication tools
available to marketers. As its name suggests. Mass
communication uses the same message for everyone in an
audience.
Today, definitions of advertisement abound. We might define it
as communication process, a marketing process, an economic
and social process, a public relations process or information and
persuasion process viewed advertisement 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 same way
identified in the advertisement message and who hope to inform
or persuade members of a particular audience is of the opinion
that
Technology advertisement had not given us new product and
services. But they had change the meaning of many words. With
increase in mass media, advertisement effectiveness, as more
traditional mass media. Had reduced. Now advertisement is
looking for new and presumably less cluttered media. The
current age of digital media had given consumer choices to opt
in and opt out of marketing messages and advertisement,
consumers are getting more control of what they want and when

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they want. All these things are moving toward the interactive
provides a major tool in creating product awareness and
condition the mind of a potential consumer to take final
purchase decision . as advertisement’s primary mission is to
reach potential customers and influence their awareness,
attitudes and buying behavior.
Mathur (2005) views advertisement communication as a
chain reaction consisting of various steps in sequential manner
that of creating awareness, comprehension, acceptance of the
product , belief , purchase action, use and repeat purchase.

Vakratsas et. Al, (1999), by reviewing two hundred and fifty

journal articles and books given certain insights about how
advertisement affects the consumer. They suggest that the
hierarchy of effects is deeply flawed and propose that
advertisement effects should be studied I a space with affect,
cognition and experience as the three dimensions that is
determined by the context, which reflects goal diversity of
advertisement , product category, competition and other aspects
of mix, stage of plc and target market. They cite the latest
developments in neuroscience research pointing out that the
brain processes information in a parallel fashion and that
consumer engage in cognition and affect simultaneously and 40

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interactively. As there is parallel processing of information and
stage-by-stage information processing cannot take place.
The dagmar (defining advertisement goals for measured
advertisement results ) model by Russel colley say that ll
commercial communication with an objective of sale must take a
prospect through four levels of understanding: “the prospect
must first be aware of the existence of a brand and company. He
must have a comprehension of what the product is and what it
will do for him. He must arrive at a mental suspicion and
conviction to buy the product. Finally he must stir himself to
action” (wilmshust and mckay,1999).

According to Herbert Marcuse, “advertisement provides a

culture of exaggerated self awareness, self righteousness and
monetary pleasures of sell assertions’ a kind of mass narcissism
Which destroys the bonds of basic human loyalties in the family,
friend groups and in the community”?
Some researchers have hypothesised that consumer’ personality
profiles affect decision making in their assessments of credibility
in advertisement content. As a result, consumers are more
responsive to advertisement claims tailored to a specific
personality profile in product ads than to advertisement claims
not tailored to a specific personality profile. Therefore, the

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research explores consumer’s response tendencies to
advertisement claims when the source of such claims is
identified as tailored to a specific personality profile or not
tailored to a specific personality profile.research also examines
the relative impact of tailoring the advertisement to a specific
personality profile on consumer’s assessments of credibility in
advertisement content. This can be accomplished by examining
whether consumer’s beliefs’ competency, or perceived goodwill
are affected by credibility information when advertisement are
tailored to a specific personality profile versus advertisements
not tailored to a specific personality profile. Accordingly,
advertisement claims whose credibility has been challenged by
governmental or by consumer groups are more likely to affect
consumer’s action than are unchallenged advertisement claims.
The findings have implications for understanding the role of
personality profiles in shaping visual imagery and message
content of advertisement claims.
In the field or advertisement research, as it applies to
exploratory correlation between personality and advertisement
message response, there is no dearth of literature and we have a
long history surrounding the myriad of topics associated with
this concept (plummer, 2000). However there is an absence of
consensus in both theories and frameworks that address much
of the often conflicting reasons of advertisement’s interaction in
consumer decision- making. Accordingly, there have been weak
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empirical relationships found between prediction of product use
or choice with personality behavior.(lastovicka,J L., erich A
&joachimsthaler. 1988)
According to low and mohr: to be sure, advertisement is vital to
brand equity. However. Advertisement, per se, is not a sacred
cow that should necessarily be part of every year’s marketing
allocation. Monies should be allocated to advertisement only if it
has a clearly defined role within that year’s strategy for meeting
a brand’s goals”(1999, p. 72). They reached this conclusion via a
qualitative study using 21 in- depth interviews. Our review of the
literature indicates that previous research has not specifically
measured the impacts of advertisement and brand value, and
their joint effect, on firm performance. By examining the effects
of advertisement and brand value, our work contributes to the
existing literature.
There have been numerous studies, however, on the
individual effect of advertisement on the persistence of profits
( e.g. Mueller 1990). Implying that excess returns erode more
slowly for firms that advertisement heavily. For example.
Chauvin and hirschey (1993) provide evidence that
advertisement expense has a positive influence on the market
value of the firm. They suggest that spending on advertisement
can be viewed as a form of investment in intangible assets with
positives effects on future cash flows. When Erickson and

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Jacobson (1992) control for the endogeneity between
discretionary expenditures and profitability, however, they find
that advertisement generates substantially lower accounting and
stock market returns than indicated in previous research. In a
recent study, chu and keh (2006) investigate the effects of
advertisement, promotion, and R&D expenses on brand value
creation. They find that these lagged expenses yield diminishing
returns to brand value.
Mathew, obedege&obedege (2013) in their study, “influence of
web advertisement on consumer behavior.” The study
invertigates the influence of web advertisement on consumer. A
survey research method was adopted for this study. The
questionnaires were analyzed using frequency and simple
percentage.they observed that consumers have positive opinion
toward web advertisement web advertisement influence the
consumers to use some of the product and service. Majority of
respondents had considered web advertisement informative.

CHAPTER - 3

Objective of the study :

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 (i) To know the relationship between advertisement
& consumer behavior

(ii) To examine the positive & negative impact of

advertisement on children.

(iii) To identify the positive & negative impact of

advertisement on consumer
CHAPTER - 4

HYPOTHESES :
A number of hypotheses were foamulated in order to
achieve the objective of the study -

(i) Impact of advertisement will be positive related to its

acceptance.
(ii) There would be a relationship between
(iii) advertisement & consumer behavior
(iv) Impact of advertisement will be gender free
(v) Personality used in commercial will be positive
associated with persuasion

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 (vi) Personality used in commercial would have equal
impact on both gender

CHAPTER -5

RESEARCH METHODOLOGY : -
Secondary sources of data has been used

NATURE OF CONSUMER BEHAVIOUR :

1. Influenced by various factors:
The various factors that influence the consumer behaviour are
as follows:
a. Marketing factors such as product design, price, promotion.
Packaging , positioning and distribution
b. Personal factors such as age, gender, education and income
level.
c. Psychological factors such as buying motives, perception of
the product and attitudes towards the product.

26
d. Situational factors such as physical surroundings at the time
of purchase, social surrounding and time factor.
e. Social factors such as social status, reference groups and
family.
f. Cultural factors, such as religion, social class caste and sub-
castes.
2. UNDERGOES A CONSTANT CHANGE :
Consumer behaviour is not static. It undergoes a
change over a period of time depending on the nature of
products. For example. Kids prefer colourful and fancy
footwear, but as they grow up as teenagers and young
adults, they prefer trendy footwear, and as middle- aged
and senior citizens they prefer more sober footwear. The
change in buying behaviour may take place due to several
other factors such as increase in income level. Education
level and marketing factors.
3. Varies from consumer to consumer:
All consumers do not behave in the same manner. Different
consumers behave differently. The differences in consumer
behaviour are due to individual factors such as the nature
of the consumers. Lifestyle and culture. For example, some
consumers are technoholics, they go on a shopping and
spend beyond their means.
4. Varies from region to region and country to
county:
27
 The consumer behaviour varies across states regions and
countries. For example, the behaviour of the urban
consumers is different from that of the rural consumers. A
good number of rural consumers are conservative in their
buying behaviours.
The rich rural consumers may think twice to spend on
luxuries despite having sufficient funds. Whereas the urban
consumers may even take bank loans to buy luxury items
such as cars and household appliances. The consumers
behaviour may also varies across the states. Regions and
countries. It may differ depending on the upbringing,
lifestyles and level of development .
5. INFORMATIONON CONSUMER BEHAVIOUR IS
IMPORTANT TO THE MARKETERS :
Marketers need to have a good knowledge of the
consumer behavior. They need to study the various factors
that influence the consumer behavior of their target
customers.
THE KNOWLEDGE OF CONSUMER BEHAVIOUR
ENABLES THEM TO TAKE APPROPRIATE MARKETING
DECISIONS IN RESPECT OF THE FOLLOWING FACTORS:
a. Product design/model
b. Pricing of the product
c. Promotion of the product

28
 d. Packaging
e. Positioning
f. Place of distribution
6 LEADS TO PURCHASE DECISION :
A positive consumer behavior leads to a purchase decision.
A consumers may take the decision of buying a product on
the basis of different buying motives. The purchase decision
leads to higher demand. And the sales of the marketers
increase. Therefore, marketers need to influence consumer
behavior to increase their purchases.

7. VARIES FROM PRODUCT TO PRODUCT:

Consumer behavior is different for different product . there
are some consumers who may buy more quantity of certain
items and very low or no quantity of other items. For
example, teenagers may spend heavily on products such as
cell phones and branded wears for snob appeal. but may
not spend on general and academic reading. A middle- aged
person may spend less on clothing, but may invest money in
savings, insurance schemes. Pension schemes, and so on.

8. IMPROVES STANDARD OF LIVING:

29
 The buying behavior of the consumers may lead to higher
standard of living. The more a person buys the goods and
services. The higher is the standard of living. But if a person
spends less on goods and services. Despite having a good
income, they deprives themselves of higher standard of
living.

9. REFLECTS STATUS:
The consumers behavior is not only influenced by the
status of a consumers, but it also reflects it. The consumers
who own luxury cars, watches and other items are considered
belonging to a higher status, the luxury items also give a sense
of pride to the owners

CHAPTER - 6
ADVERTISEMENT

INTRODUCTION :
Advertisement is an efficient and effective technique to
promote goods, services, and ideas. It is a paid form of non-
personal communication wherein business information is made
available for potential customers.
Advertisement, is derived from the latinword “adverse” which
literally means “to turn the minds of … toward…”.
Advertisement promotes and supplements selling of products,
30
 services,and ideas to a great extent. The most interesting part of
an advertisement is – it carries factual information with
fascinating emotional appeal.hence, without a proper
advertisement no business prosper

Execution of creative
idea
Creative process

A technique of success

Advertisement is

………
Media dependent A non-personal
communication

Paid communication Marketing technique

Advertisement plays a vital role in shaping dreams and

helping customers in taking conscious product and brand
31
decisions. Through advertisement the impact can reach a wider
audience, and the main motive of advertisement is to
inform/persuade/ convince/ remind the customers about the
product/ services. Advertisement among competing brands has
seen to be rapidly increasing and has made consumers more
knowledgeable about several products and services in the
market. Advertisement has evolved from the local stage to an
international level. now corporations are looking outside their
own country for new customers. Most of the adverts use
appealing image and persuasive words to convince individual’s
perception about the product . new ideas and innovative ways
attract customers to buy the product and remember the brands.
Advertisement have a major role in influencing customers’
purchase intention. Advertisement with endorsements creates
easy remembrance for the customer’s for the advertisement
product. The customer often tends to associate the brand with
the celebrity and can easily register the brand in their mind.
Consumers are final end user of product. They keep the
production cycle moving consumers do play a vital role in the
economic system of any nation. Thus, any nation will face crisis if
consumers don’t have the effective demand for goods produced.
Consumers demand different commodities based on their taste
and preference for them. Awareness of good influence
consumers purchase of that good. Other factors that influence

32
one’s taste and preference for a good are psychological and
environmental. taste and preference for a good change
overtime. awareness of a product, thus, advertisement play a
role in influencing the taste and preference of consumers’
choice.
Consumers are known to be rational with regard to their
purchase, wanting to maximize their satisfaction when it comes
to consumers goods, a consumer will therefore not purchases
commodity whose price is above the additional satisfaction that
he derives from the good demanded, depends on the
satisfaction the consumer gains from spending extra money on
the good. Rational consumers will spend on a good till their gains
equal the cost they pay for the product. Thus where MUp=MCp
(sloman and wride,2007)
Advertisement is the mass publicity of a product. It involves
creating awareness of a product’s uses and benefits to other.
Doing this makes a product available to those in need of them
and this satisfies the needs of the advertisement.
The study of consumer behavior assumers that the consumers
are actors in the marketplace. The per-spective of role theory
assumes that consumers play various roles in the marketplace.
Starting from the information provider. From the user to the
payer and to the disposer, consumers play these roles in the
decision process. According to engel, Blackwell, and mansard,

33
 “consumers behavior is the actions and decision processes of
people who purchase Advertisement
goods and services for personal
Advertisement
consumption’ according to louden
message and bitta‘ consumer behavior

isobjectives
Advertisement
the decision process and physical activity which individuals
copy
engage in when evaluating, acquiring, using or disposing of
goods and services’

6.1 OBJECTTIVE OF ADVERTISEMENT :

1. TO INFORM BUYERS:
This objective includes informing customers regarding
product’s availability, price features, qualities, services, and
performance, besides, it also includes informing them about
changes made in the existing product and introduction of
new products. Company also highlights its location,
achievements, policies, and performance through
advertisement .

34
 Main

Advertisement
Organization Advertisement
decisions
Of ad efforts budget

Advertisement
2. TOeffectiveness
PERSUADE OF CONVINCE BUYERS: Advertisement

Social lssues of media

Company uses advertisement to persuade or convince the
advertisement
buyers about superior advertisement offered by its product.
Company communicates competitive advantages the
product offers to induce customers buy it. Comparative
advertisement is used to prove the additional benefits of
product at a given price.
2. TO REMIND BUYERS:
Marketer uses advertisement to remind the buyers
regarding existence of company, product, maintenance of
quality, superior services, and chasing customers –
35
 orientation. Mostly, the existing firms aim their
advertisement for this objective.
Here, the purpose is to inform that the company is still in
existence and serving customers in a better way, due to
huge information bombarded by a numbers are more likely
to forget name of company and/ or products and services it
offers.
3. TO FACE COMPETITION:
Advertisement is treated as the most powerful weapon to
fight with competitors effectively. Advertisement enables
the firm to respond the competitors strongly. It helps the
firm to distinguish its total offerings from competitors.
In brief, the firm can face competition, can prevent the
entry of competitors, or can remove competitors away from
the market. In competitive marketing environment, the firm
cannot survive without an effective advertisement.
4. TO ACHIEVE SALES TARGETS:
Increase sales volume is one of the major advertisement
objectives. A company can advertisement its product in
various media to attract customers situated in different part
of the world. National and international marketing is the
result of advertisement. Even, non – users can be converted
into users and usage rate can be increased, thus, company
can achieve its sales objectives by advertisement .
5. TO BUILD AND IMPROVE BRAND IMAGE:
36
 Advertisement is used for brand recognition and
acceptance. A company can distinguish its brand by
magnifying major benefits the product offers.
Advertisement attracts customers toward the brand; they
try it and accept it over time . in the same way, bad image
related to brand can be changed by systematic presentation
of facts and scientific evidences, and removing
misunderstanding.
6. TO HELP OR EDUCATE PEOPLE:
Advertisement is not always used only for company’s
benefits. It is meant for helping customers to make the right
choice of product. It educates people about availability of
new products. Its features and qualities, price, services, and
other related aspects, such information is instrumental for
purchasing suitable products, thus, it guides customers to
choose the most appropriate product.
7. TO BUILD COMPANY IMAGE AND REPUTATION:
A company opts for advertisement to build prestige and
reputation in the market. Most of the companies, though
they are satisfied with the volume of sales, go for
advertisement to acquire fame in the market. Many
companies advertisement its policies, activities, and
achievements to make a permanent place in the mind of
people.
8. TO ASSIST SALES FORCE AND MIDDLEMEN:
37
 Advertisement is an aid to middlemen and salesmen.
Advertisement also popularizes the name of dealers.
Likewise, advertisement provides necessary information to
the buyers. Middlemen and salesmen are not required to
do the same. It eases the task of sellers. In the same way,
advertisement encourages sales force.
9. OTHER OBJECTIVES:
THERE ARE CERTAIN MINOR OBJECTIVES OF
ADVERTISEMENT SUCH AS:
i. To promote new products.
ii. To build long-term relations.
iii. To remove misunderstanding.
iv. To expand of market.
v. To gain confidence of buyers.
vi. To request customers to compromise with unavoidable
circumstances.
vii. To seek apology of the buyers for any undesirable
events, etc.

Company has to select one or more objectives based on its

situations. It should be clarified that the list is not exhaustive.
New advertisement objectives may emerge as per change in
situations. However, the main objective of advertisement is to

38
increase sales and earn profits. Company must define it
advertisement objectives clearly and precisely.

6.2 REASON FOR ADVERTISEMENT:

1. YOU MUST ADVERTISEMENT TO REACH NEW
CUSTOMERS -
The market changes constantly. New families
moving into the area mean new potential customers
for you, or for your competition. Customer’s income
levels are constantly changing, which means changes
in lifestyles, needs and buying habits.
2. YOU MUST ADVERTISEMENT CONTINUOOUSLY -
Shoppers don’t have the same store loyalty they once
had. Automobiles give shoppers mobility and freedom. The
national retail merchants association say “ mobility and non-
loyalty are rampant. Stores must promote to get former
customers to return and to attract new ones.”

39
 3. YOU MUST ADVERTISEMENT TO INFLUENCE SHOPPERS
THROUGHOUT THE BUYING CYCLE -
People often go from store to store comparing prices,
quality and service. Advertisement must reach them consistently
through the entire decision- making process. For example, the
average new car purchase is a 13-week cycle. Your name must
be fresh in their ears and minds when they ultimately decide to
buy .
4.YOU MUST ADVERTISEMENT BECAUSE IT PAYS OFF OVER
A LONG PERIOD -
You advertisement today is selling customers whose
buying decision may be weeks away. Advertisement given you a
long- term advantage over competitors who cut back or cancel
advertisement. A 5-year study of more than 3,000 companies
found that advertisement who maintained or expanded
advertisement over the five years saw their sales increase an
average of 100%
5. YOU MUST ADVERTISEMENT TO GENERATE MORE STORE
TRAFFIC -
Continuous store traffic is the fist step toward sales
increases and expanding your base of shoppers. For every 100
items shoppers plan to buy, they make at least 30 unanticipated
“ in-store” purchases.
6. YOU MUST ADVERTISEMENT TO MAKE MORE SALES -
40
 Advertisement works! Businesses that succeed are
almost always strong, steady advertisement. Look around- you’ll
find the most aggressive and consistent advertisement are
almost always the most successful.
7. YOU MUST ADVERTISEMENT BECAUSE THERE IS
ALWAYS BUSINESS TO GENERATE -
As long as you’re open for business, you’re got
overhead to meet and new people to reach. Advertisement will
generate customers now, and in the future. You doors are open.
Even the slowest day produce some sales.

8. YOU MUST ADVERTISEMENT TO KEEP A HEALTHY

POSITIVE IMAGE -
In today’s competitive marketplace, rumors and bad
news travel fast. Advertisement corrects misleading gossip and
punctures “ overstated” bad news. Advertisement that is
vigorous and positive can bring shoppers into your store
regardless of the economy.
9. YOU MUST ADVERTISEMENT TO MAINTAIN STORE
MORALE -
When advertisement and promotion budgets are
suddenly cut or cancelled, salespeople may become
alarmed or demoralized. Positive advertisement boots

41
morale. It gives your staff strong, positive, motivational
support.
10. YOU MUST ADVERTISEMENT BECAUSE YOUR
COMPETITION IS ADVERTISEMENT -
There are only so many consumers in the market
ready to buy at one time. You must advertisement to keep you
share of customers or you will lose them to the more aggressive
competitors.

6.3. RELATIONSHIP BETWEEN CONSUMER

BEHAVIOUR &ADVERTISEMENT : -
Advertisement’s primary mission is to reach
prospective customers and influence their awareness, attitudes
and buying behavior. 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 advertisement 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 behavior:
the mental and emotional processes and the physical activities of
people who purchase and use goods and services to satisfy
particular needs and wants (arens,1996)
42
 Proctor et al. (1982) noted that the principal aim of
consumers behavior analysis is to explain why consumers act in
particular ways under certain circumstances. It tries to
determine the factors that influence consumers behavior,
especially the economic social and psychological aspects which
can indicate the most favoured marketing mix that management
should select. Consumer behavior analysis helps to determine
the direction that consumers behavior is likely to make and to
give preferred trends in product development, attributes of the
alternative communication method etc. consumers behaviors
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 teams of the
physical characteristics but in the context of this image according
to the social and psychological make- up of that individual
consumers ( or group of consumers).
The proliferation of assorted brands of food drinks in the
country has led to the cut-throat competition for increased
market share being witnessed currently among the operations in
the food drink industry. Today, in Nigeria, there exists more than
twenty brands of food drink both local and foreign out of which
two, namely Cadbury Nigeria plc’s Bournvitaand nestle Nigeria
plc’s milo keenly compete for market leadership. There are quite
a host of up- coming and low-price localized brands in small
sachets with “ vita” surffixes springing up in every nook and
43
cranny of the country. Existing and popular brands, therefore,
face intense competition with the “ affordable localized” “ vitas”
with high sugar content targeted at the low- income groups. It is,
therefore, imperative for the more established brands like
bournvita to employ brilliant advertisement and branding
strategies to influence consumer’s behaviors in order to continue
to enjoy and maintain market leadership.

6.4 ADVERTISEMENT PROCESS : -

The advertisements that we see in the newspapers,
magazines, and roadside hoardings or watch no television or on
the internet involves a lot of work. An advertisement goes
through different stages from its initial planning stage to its
execution. In addition, it also involves groups of people
specialized in different fields. For example, experts of
management, copyediting, creative writing, photography,
videography, acting, etc.
When preparing your search proposal, you should take
into account that the “ lead-in” time needed to place an ad can
vary anywhere from days to months depending on the
publication. You should plan to have your ad approved and an
estimate of the cost done at least one month prior to the date

44
when you the ad to be published. The advertisement process for
professional staff and faculty positions involves five basic step :
1. Writing ad
2. Getting approval for the text of the ad
3. Estimating the cost of the ad
4. Placing ads & posting announcements
5. Paying for ads

Typical Workflow In An Ad Agency -

Stage Work Performed At Stage
Begaining - Idea briefing to an adagency
Stage - Internal discussion
- Market research relevantto ad ( to find
competitors, customers’ behavior, & target
audiences)
- Media selection (print,electronic, or outdoor)
- Setting budget
Development - Presentation to client and taking his final
Stage approval
- Final production of ad
- Pre-testing
- Approval from the concerned authority
- Fixing the time and place to release the ad
Production - Budget and estimate approvals
Stage - Production of film, press ads. Collaterals

45
 - Media scheduling and media booking
- All release approvals for creative& media
Post - Material dispatch to media
Production - Media release monitoring
Stage - Any post-testing if required
- Billing and collection

SEGMENTS OF ADVERTISEMENT
Following are the there major sectors of advertisement

i. ADVERTISER—business organization or any other

individual, who wishes to advertise their products,

SEGMENTS OF ADVERTISEMENT
Following are there major sectors of advertisement

i. ADVERTISER—business organization or any other

individual, who wishes to advertise their product,
services, or ideas.
ii. AD AGENCY— A service-based firm that creates
innovative ideas and develops an attractive and
meaningful ad.
iii. MEDIA—A communication platform that offers
substantial and effective medium to advertise`

46
 Awareness /familiarity

Brand benefit/
information
The persuasion
process of
advertisement is Creating image/ Purch
Brand
through a variety ase
personality
of advertisement attitude behav
effects ior
Associating feelings
With brand

Linkage of brand

With

Peers/experts/group

Norms/ culture

Reminder/brand

Trial inducement

47
 Profile of Major Advertisement Medium -

MEDIUM ADVANTAGES LIMITATIONS

Flexibility; Timeliness; Good local market coverage; Broad Short life, Poor reproduction quality;
Newspapers
acceptance; High believability. Small pass along audience.

Combines sight, Sound and motion ,Appealing to the sense, High absolute cost, High clutter, Fleeting
Television
High attention ,High reach . exposure less audience selectivity

audience selectivity, flexibility, No ad competition within the Relatively high cost, junk mail image.
Direct mail
same medium personalization

Mass use , High geographical and demographic selectivity. Audio presentation only , Lower attention
Radio
Low cost. than television , Non standardized rate

structure , Fleeting exposure.

High geographical and demographic selectivity, Credibility Long ad purchase lead time , Some waste
Magazines
and prestige , High quality reproduction, Long life , Good pass circulation , No guarantee of position.

along readership.

Flexibility , High repeat exposure , Low cost , Low Limited audience selectivity , Creative
Outdoor
competition. limitation`

Flexibility, Full control, Can dramatize message. Overproduction could lead to run away
Brouchers
costs.

6.5 MEDIUM OF ADVERTISEMEN : -

48
 While planning to advertisement your business/
product/idea, you also need to decide which medium would be
the best suited to execute your ad. You can choose from multiple
mediums from the list given below-

PRINT MEDIA -
It is one of the oldest, but still popular medium of
advertisement. It includes. Newspapers, brochures, magazines,
and fliers. It is the low budget medium of advertisement, but the
rate varies to a great extent depending upon the -
i. Geographic location ( city, town, etc. )
ii. Brand ( of newspaper & magazine),and
iii. Space (how much & which part of the page you are
booking).
BROADCAST/ ELECTRONIC MEDIA -
It is the most advanced and fastest media, which reaches the
remotest regions of the world in a fraction of a minute it
includes radio, television, and the internet. Since, on television
and internet, both video and audio can be run; therefore, it is
the most popular and effective medium.

Outdoor -

49
 It is the cheapest, but effective medium. It includes
hoardings, flags banners, billboards, motor, vehicles,
building/fence wraps, events, etc. outdoor advertisement is used
in various ways to increase brand awareness and for the
promotion of products/ services.

WHAT IS AN ADVERTISEMENT DESIGN ?

There is neither a magical formula nor predefined rules to combine lines, colors
elements to create an eye-
image typefaces , and other graphic elements to create
catching ad. however, design depends upon the equirement of the client and features,

functions,appearance, and nature of

execution of a well-thought out layout and design has an impressive effect on

consumers. a smartly articulated design encourages or in other words subtlycompels people

to buy the product .

HOW TO DEVELOP CREATIVE AD DESIGN?

Designing is all about creative idea and creative idea is solely dependent upon the

clearunderstanding of a project’s goal. once the project is clear, one needs to do a little

market research to understand the behavior of potential customers.

50
HOW TO DEVELOP CREATIVE AD DESIGN?

Designing is all about creative idea and creative idea is solely dependent upon the

clearunderstanding of a project’s goal. once the project is clear, one needs to do a

littlemarket research to understand the behavior of potential customers.punchline, eye-

catching heading, succinct body, and relevant image (if any required) must befigured out in

advance .if you all equipment ready with you, you can developa creative design.

STRATEGY OF CREATIVE DESIGN : -

A clear-cut idea and a well-defined strategy are the integral
parts of a creative design. strategy includes some of the essential
components such as-

SIMPLICITY - Try to keep the layout simple. Put large pictures

on top, headline beneath that, content body in the middle, while
logo ad add address on the right side at the bottom.

BALANCE - To focus on some points, you need to create a

symmetry in design. The key part of creative designing is to
organize all elements including images. Blocks headlines, content
body, and illustration so that they seem balanced

UNITY - Fist find out the focal point of the ad where you want
people to focus. Once done, highlight it as a central point by
dimming the surrounding and background design. And color.

51
One point to always keep in mind is that all elements of yours
design- the visual language and presentation should be in unity.

CONTRAST - Create contrast so that it can grab people’s

attention. For example, among a bunch of mango, an apple grabs
attention.

CONSISTENCY - Maintain the consistency. Page to page

consistency is indispensable for an eye- catching ad . It helps
people understand the meaning of different elements of an ad .

PHOTO DESIGN - Generally, photo attracts people fist.

Selection of a good photograph and placing it smartly in an ad is
another smart way to grab people’s attention (see the image
below).
PROXIMITY - Proximity is one of the most significant elements of creative

design. It compels people to think on the design (AD). therefore, designing

proximity is a cerebral task. For example, remember the ad marlboro cigarette- the

mythical man, a combination of cigarette, horse, cowboy and rustic image of the old

west. the ad was an instant hit.

COLOR DESIGN - Selection of color is also a very important task, normally, black and white

colors.

52
DESIGN CHECKLIST:

Once an ad is developed, it should not be published without checking the

following points-

Does the ad illustrate all elements in a balanced from?

i.
Does the ad have all essential elements including, punchline /headline ,
ii.
logo, content, price, and balanced illustration?

Does the ad make any false promises?

iii.
Does the ad contain any deceptive element?
iv.
Does the ad consist of clear, precise, and crisp presentation
v.

6.7 GROWTH OF ADVERTISEMENT IN INDIA :

Advertisement as understand today has its origin in the early historical period.

it has made steadyprogress over centuries. Its need or importance is growing along

with the growth and expansion of business activities. many significant changes have

taken place during the process of evolution ofadvertisement like other countries,

advertisement has a long history in India .however, advertisement was officially

recognized as a medium of masscommunication only in the 18th century the fist

53
newspaper “ Bengal gazette” was published in India in 1780. by 1786, there were

four weekly newspapers and monthly magazines published in

calcutta.Advertisement on radio started in India in 1950’s advertisement on radio

proved to be a powerful medium useful for creating new markets. commercial

broadcasting has informed and entertained people for more than 40year.in

1928,two advertisement agencies were started in India.

The importance of advertisement started increasing only after the second world

war. the association of advertisement agencies of the (AAAI) was established in

1945.

The audit bureau of circulation (ABC) was started in 1948.t.v. started in India

in September 1959. In addition to dd metro now we also many other channels on

television like zee t.v, star plus , colors, etc. cable t.v and many more such channels

for advertisement purpose introduction of satellite t..v has made a revolution in the

Advertisement field in India. the progress of advertisement in terms of quality,

creativity and coverage is extremely fasten India sine 1950 due to the introduction

of new advertisement media. ample of scope is available for advertisement due to

industrial growth.

54
 CHAPTER - 7

TOP 10 ADVERTISEMENT COMPANIES OF INDIA:

Ogilvy (www.ogilvy .com) - With its presence in over 100 countries, ogilvy is a

premier advertisement agency in the world. its Indian operations are headed by

award winning a advertisement personality, Piyush pandey. this wpp subsidiary has

created memorable ads like those for favikwik, Vodafone, and Cadbury dairy milk

JWT(WWW.JWT.COM) - It has six offices in India, in delhi, Kolkata, Hyderabad ,

Mumbai bangalore and Chennai. this company has won several awards in the

cannes India jwt, another wppsubsidiary , is among the larges ad agencies in the

world. event. its famous ad campaigns includelisterine, good night, and teach for

India.

LOWE LINTAS(WWW.LOWELINTAS.IN) - Lowelintas is among the most trusted

brands in the country. headquartered in Mumbai, it has offices in several locations

in India, including pune, Ahmedabad , Kolkata, Gurgaon and Chennai. e. balki, the

famous advertisement personality is its chairman lowelintas is responsible for ad

campaigns like idea, icic I prudential and tata tea.

55
McCANN ERICKSON INDIA (WW.MCCANN.COM) - With offices in about 120

countries, mccann Erickson is an award winning global advertisement company, it is

headed by prasoonjoshi, a revered ad personality is India. this ad agency has Indian

offices in Chennai, bangalore, new delhi and Mumbai, mastercard, cocacda, and

greenlam laminates are some of the popular ads created by mccannericksoon India .

DOB MUDRA (WWW.MUDRA.COM) - DOB mudra is a popular advertisement firm

in Indian, formed after global advertisement holding major o mnicom group

acquired mudra India in 2011. it is much known for campaigns like mcdonalds.

tourism Australia, colgate and policybazzar.com the company has its headquarters

in Mumbai and has operations in delhi as well.

LEO BURNETT (LEOBURNETT.CO.IN) - Among the highest ranked advertisement

companies in asia pacific in 2012, leoburnett India a is part of the us advertisement

giant leoburnett worldwide. its Indian operations are headed by Arvind sharma and

the company has offices in Gurgaon, new delhi, bangalore and Mumbai its clients

include Samsung, p&G and Balaji.

DRAFTFCB+ ULKAADVERTISEMENT PVT.LTD.(WWW.DRAFTFCB.COM):

56
 A subsidiary of the interpublic group of companies, draftfcb+ulka is much know for its falling

hoarding outdoor campaign in Mumbai. the company has its headquarters in Mumbai and other

offices in delhi and bargalore. its clients include itc foods, tata docomo, wipro and snapdeal.

DENTSU INDIA(WWW.DENTSU.IN) - Dentsu is tokyo based advertisement major. it has a

number of wholly owned subsidiaries in India, including dentsu Marcum, dentsu creative impact

dentsu media and dentsu communications. it has offices in Gurgaon bangalore , Chennai Mumbai

and new delhi.

TAPROOT(WWW.TAPROOTINDIA.CO.IN) - Taproot India, before becoming a subsidiary of

dentsu in august 2012, was a budding independent advertisement agency,based in Mumbai

it made memorable ad campaigns like airtel” har friend zaroorihai” ,pepsi/icc world cup’s

batting and bowing techniques, and the times of india’s a man kiasha.

CONTRACT(WWW.CONTRACTINDIA.CO.IN) - Contract is a well-know ad agency in india with

offices in delhi, chennai, bangalore and Mumbai. it offers services like business and marketing

consulting, crm solutions and design solutions, apart from core advertisement, it was established in

1986 and since then has won several awards for its creative advertisement.

CHAPTER - 8

IMPACT OF ADVERTISEMENT ON CHILDREN:

The world is dealing with the paradox of choice and
manufacturers are going to new lengths to make their

57
product stand out from the lot. This translates to
increased expenditure on advertisements and marketing,
and innovative ads that are hard to miss. While these
advertisements can be informative and help you make an
informed choice, they may have certain effects on
children and go as far as influence their decisions and
even personality, in some cases.

1 . POSITIVE IMPACTS -
Some of the positive effects of advertisement on
children are -
i. They can be a source of information. Certain
advertisements, especially public service
announcements present innovations and
technological milestones that can offer a good
learning opportunity to the child moreover, they
also educate the child about new products on the
market.
ii. Healthy food choices advertisement the right way
can also prompt the child to opt for a more
balanced diet.

58
 iii. Certain advertisement- those for hygiene
products, for example-can help inculcate good
habits in the child.
iv. Advertisements may also have motivating
content that can encourage children to choose a
profession or chase a specific dreams. They can
help them develop a passion for the same and
work towards it from a young age.
v. Certain advertisements that carry content
relevant to social change can help promote
empathy and a sense of duty towards the
community in children.
vi. Environmental protection advertisements also
call the attention of children towards the
problem and can encourage them to be a part of
the solution.
vii. Cautionary advertisements that reveal the
consequences of alcohol and smoking can help
children understand the risks associated, and
urge them to stay clear or such products.

2. NEGATIVE IMPACTS -

59
While there are a few positive influences of
advertisements, they indeed fail to outweigh the
negatives. Some of the adverse effects of
advertisement on children are:
i. Persuasion to purchase a product they like can be
a real problem. As advertisements direct their
marketing strategies toward children, the parents
may have a stubborn child on their hands
demanding that they buy s specific product for
him.
ii. The message of the advertisement may be
interpreted the wrong way and children may
focus mainly on the negatives rather than the
positives.
iii. Certain advertisement portray stunts that can be
very dangerous. Although they do come with a
statutory warning, it may often be ignored, and
kids may attempt to imitate these stunts.
iv. Every manufacturer wants a recurring business,
which leads them to create flashy
advertisements. The result of this is the
development of an impulse buying habit in
children.
60
v. Advertisements may also develop a materialistic
idea of the world in the children. When their
innocent minds are regularly being exposed to
content which portrays that having the best thing
is necessary for a comfortable life, it may make
children give undue importance to material
wealth.
vi. Brand consciousness and an affinity toward
expensive branded items can be developed. This
may make them shun inexpensive things that
serve the same purpose.
vii. A large portion of the food items advertisement
is junk food and are very visually appealing.
These can influence the eating habits of the child
and promote an unhealthy lifestyle.
viii. Advertisement can also be a leading factor in
influencing the choice of toys, clothes or luxuries
of a child.
ix. Children may also tend to have lower self-esteem
if they believe themselves to be inferior for not
owning the various products that are

61
 advertisement, especially if their friends possess
these items.
x. The sexual objectification of women in some
advertisements is a cause for concern, as children
grow up to think that this is the norm.
xi. As many adverts have successfully managed to
blur the line between real and reel life, children
tend to believe the façade and lose touch with
reality.
xii. Certain advertisements are known to use
comparative visuals, which ultimately mock a
person using a different product. This can instill
the concept of inferior and superior in children as
they start to compare themselves with others.
xiii. Certain advertisements are known to use
comparative visuals, which ultimately mock a
person using a different product. This can instil
the concept of inferior and superior in children as
they start to compare themselves with others.

xiv. The visual portrayal of certain inappropriate acts

in the adverts like lying or cheating can make a

62
 vulnerable child believe that the behavior is
acceptable.

CHAPTER - 9

IMPACT OF ADVERTISEMENT ON CONSUMER

BEHAVIOUR
( A) POSITIVE IMPACT -
1 - PUBLIC SERVICE ADVERTISEMENTS :
Public service advertisement are often the first things
considered when people discuss the positives of advertisements.
These advertisements market a social concept of importance to
the a social concept of importance to the general public. Many
public service announcements run message about health, safety
and national security. In the united states, the ad council, a
nonprofit organization, sponsors many public service
announcements.

2 - SOCIAL BENEFITS :
In addition to public service advertisements, traditional
advertisements that market a product or service can offer social
benefits. This is especially true in countries where free speech
has suppressed. Advertisement there, especially when it comes

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from the western world where free speech is embraced, can
encourage the idea that free speech is important. Furthermore,
freedom of choice and advertisement supported entertainment,
which is often a promoter of social change, are two important
components of society that are both promoted through
advertisement.

3 - ECONOMIC BENEFITS :
Advertisement has a number of positive effects on
economies both in the u.s and abroad. According to the
international advertisement association, advertisement can
encourage companies to compete and provide new products.
This encourages more consumers to buy because these product
meet the needs and wants of more consumers. Thus, the
economy is positively affected.

4 - PUBLIC HEALTH :
The 1970’ Kellogg all bran campaign. The public health
experts realized that a diet consisting of more fiber could help
prevent cancer. The national cancer institute wanted to get the
word out to the public, but did not have the resources to do so,
the Kellogg all- bran campaign quickly saw the opportunity in the
situation because their cereal contained “nine grams of fiber”
with the information from the ncl, kelloge began running “ fiber-
cancer ads”

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5 - FREE ENTERTAINMENT :
Michael schudson, a professor sociology and
communication, advertisement has little power over the
consumer, if any at all. In fact companies support our
entertainment with their ads, while receiving little benefit at all,
this is evident in the cases of sponsorship, in event like the
super-bowl or the Olympics

6 - CAPITAL INVESTMENT :
Some in the field of marketing have stated that the
benefit of advertisement comes into play when the company is
giving a presentation to investors. The company needs to have a
good ad campaign in order for the stockholders and inverstors to
maintain faith in the company and keep the capital rolling in to
product the products.

7 - COMPANY IMAGE :
Many marketers understand that their ads do not affect
the consumer, but they do affect the ways in which they are
viewed by distributors and retailers. Sales people do not want to
sale products that they have never heard of before and whether
the advertisements influence consumers or not. The sales people
believe that they do, which causes retailers to have their
products in stock to sell. So even if the ad does not influence the

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consumer, as long as the ad can influence the investors,
salespeople and retailers, the company will be prosperou

8 - MASS COMMUNICATIONS :
Without advertisement, many forms of mass media such
as newspapers, radio, magazines, and television, might not exist
as they do today. Advertisement positively impacts society
because it help maintain mass communications media, making
them much less expensive for the public.

9 - UNIVERSAL APPEAL :
Some journalists and communication specialists have
stated that ad campaigns can override cultural differences and
contribute to those cultures in a positive way putting us all on
the same level .

(B) NEGATIVE IMPACT -

1 - MISREPRESENTATION :
Advertisement aims to present a product in the best light
possible. There is some leeway in the creative process. The
problem arises when the dramatization crosses the line into
falsely representing a product. Hefty fines can result from false
advertisement when levied by the federal trade commission.
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2 - FALSE IMAGES :
Advertisement is ingrained in American culture, from
children’s programs on Saturday morning to talk shows and
prime time tv. Advertisement even invades movies through
product placement, advertisement influences how people feel
about themselves- often in a negative way.

3 - PROMOTION OF HARMFUL PRODUCTS :

Widespread concern exists about the potential effects that
media portrayals of drinking, alcohol product placements, and
alcohol advertisement may have on alcohol consumption and
problems among young people. Television, radio, film and
popular music are often identified as potential sources through
which young people learn about alcohol and as potential
influences on young people’s drinking and drinking problems.

4 - UNREALISTIC EXPECTATIONS :
Direct-consumer advertisement for prescription drugs
has resulted in unrealistic expectations about the effectiveness
of drugs and their side effects, according to the food and drug
administration’s study. Voice-overs give the downside to the
drug, but the visual images show healthy, happy people. It’s not
unusual to hear that even death may be a side-effect of a
prescription drug. Disclaimers are often hidden in very small
print on product packaging and out-of the way spots in ads.
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5 - POLITICAL INFLUENCE :
Even though campaign advertisement has been a part of
politics for over five decades, scholars are still conflicted over the
effects of different types of advertisement strategies. As a result,
the literature on political advertisement is vast and multifaceted.
Conventional wisdom holds that political advertisement in
general-and negative advertisement in particular- is harmful to
democracy

6 - CORRUPTING THE YOUTH :

The negative effects of advertisement on teenagers
include increased cigarette and alcohol use, obesity, poor
nutrition and eating disorders, according to pediatrics, the
official journal of the American academy of pediatrics.

7 - ENVIRONMENT THREATS :
Contrary to the claim of free-market ideology, supply is
not a response to demand. Capitalist firms usually create the
demand for their products by various marketing techniques and
planned obsolescence. Advertisement plays an essential role in
the production of consumerist demand by inventing false

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“needs” and by stimulating the formation of compulsive
consumption habits, totally violating the conditions for
maintenance of planetary ecological equilibrium

CHAPTER - 10

SUGGESTIONS : -
Finding show that there is ho significant relationship
between consumers behavior& advertisement as impact
indicates that the impact of advertisement remains same for all
type of consumers hence it is suggested that one good
advertisement is enough to influence consumer in their behavior

 The present study support that advertisement of any

product has significant impact on consumer behavior and
suggest that companies to choose for it, because
advertisement I is a vital tool to compete, in this ever
charging environment.
 It benefit to both the manufacture and the consumers.
Manufacture in term of publicity and consumers in terms of
information and awareness about the products.
 Companies should give advertisement more frequently on
T.V. because it helps in increase the loyalty of the
consumers. The marketers can focus on T.V. based
advertisement on all age groups, because presently the

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 entire family involves itself in the purchase decision process
and this is backed by peen influence.
 It is found that advertisement only discloses the
advertisement good features of the products and since the
product is not physically available the advertisement can
also give some drawbacks of the products. It will help the
consumer is better decision making.
 It is suggested that promotional schemes should be often
given, as consumers are ready to move on to other brands.
 More product information should be given in the website
regarding the product. Since physical feel of the product is
not available.

CHAPTER -11

CONCLUSION : -
This research was a study on the impact of
advertisement on consumers behavior. For this purpose four
independent variables, entertainment in advertisement,
familiarity of advertisement, social imaging in advertisement and
advertisement spending were considered. based on the analysis
it can be concluded that advertisement has significant impact on
consumer buying behavior. This study can be helpful for
marketers to understand what triggers a consumer’s intention to
purchase. They can determine which element in advertisement

70
is most effective and which has comparatively lower impact.
Although this research can make significant contribution to
literature but for future study qualitative data can be used.
Qualitative data will provide further insight into the relationship
among these variables.

The present era witnesses the revolutionary change in the

trend of marketing. Online marketing is the source which saves
us time and cost and another reason is availability of variety of
product .sine the product is not available for physical
verifications only advertisements are a source to influence and it
influences and attract the consumers. The role of advertisement
is important in influencing the buying behavior of the
consumers. The advertisement should be genuine, correct and
serve the informational needs of the consumers the companies
should use attractive and informative content to create the
awareness in the consumers and they should not rely on the
advertisement for changing the perception of the consumers
instead they should use new ways of sales promotion or other
mediums for changing the perception of the people. It will be
easy for any company to change the buying behavior of
consumers by creating awareness and building strong perception
in the mind of their customers. The reported result of the study
show that there is positive impact of emotional response on
consumers buying behavior. On the other hand environmental
response significantly and negatively affects the consumer
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buying behavior . Therefore this study indicates that consumers
buy product in the areas of Faisalabad by emotional response
rather than environmental response the consumers of
Faisalabad buy those goods from which they are attached
emotionally. These attachments are may be due to the effect of
advertisement which attracts them to buy those product; this
research is conducted in fmcgs product, therefore to
generalization the reported result, it is essential for future
research by using other brands i.e. mobile advertisement ,
automobiles, electronics etc. by studying the consumers
psychological behavior the buying behavior of consumers can be
studied. Moreover, this study is limited to the Faisalabad city of
Pakistan. This effect may be different in the case of any other
city.

CHAPTER - 12

BIBLIOGRAPHY & REFERENCE :

BOOKS REFERED
KOTLER PHILIP (2008),: marketing management 12th ED,
Delhi, pearson education,

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SHAH. K AND D’ SOUZA. A (2009): advertisement and
promotions : AN IMC perspective 11th ED, new Delhi.TMH
publications, pp359-366

JOURNAL :
MENON 1994: “ customers’ perception advertisement an
analytical study” journal of services marketing, vol.5,
no.3,pp.39-52,September 2007

ZAFAR,B, (JULY 2008): “advertisement and its effects: a

literature review” journal of marketing management,
ICFAL,VOL.vol.2,pp 27-35.

ERDOGAN(1999) : celebrity endorsement: A literature

review” journal of marketing research, VOL.7No.3,pp 291-314)

McCracken, grant (1989), “Role of advertisements its effects?”

journal of

INTERNET :
i. http://business,enotes,com/business-finance-
encylopedia/advertisement,2006-04-08,13.16
ii. http://en.mimi.hu/marketingweb/lowinvolvement-
products,html 2006-04-25, 14.12

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iii. http://geoff.cox.free.fr/docs/text7.pdf2006-04-10,
10.00
iv. http://www.wisegeek.com/what-are-consumer-
durables.html
v. http://www.jstor.org/pss/30162315

www.marketest.co.uk/marketreasearchquestionnaine
www.medium com/%40 james. Ashley/ negative positive
effects of advertisement
www.small business chro com/ reason advertisement
www.ukessays.com/essays/ media/caressay
www.academia.elu
www.unassignment.com/essay -samp’es/ marketing/effects
of advertisement on consumer behavior
www.abacademies.ong/anticles/a study on the influences
of advertisement
www.futoriala paid.com
www.scribd.com
www.naina project.com
www.projectclue.com
www.sodhganga.com

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 CHAPTER - 13

QUESTIONNARIES : -
1. What influences you the most to try a new product
or service ?
 Advertisement
 Recommendations from friends and family
 Seeing famous people use the product or service
 Personal experience
 Expert advice
 Other, please specify
2. How much influence do you feel advertisement have
over your buying behavior ?
 Large influence
 Medium influence
 Small influence
 Not sure

3. ‘Advertisement is beneficial to consumers because it

provides important information about goods and services’
-

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 To what extent do you agree with statement?
 I agree
 I disagree
 Not sure

4. ‘Consumers can often become victims to advertisement

through the purchase of unnecessary items’ -

To what extent do you agree with this statement?

 I agree
 I disagree
 Not sure
5. ‘The more times an advertisement is viewed by a
consumer, the more likely the consumers is to go and buy
the product’

To what extent do you agree with this statement ?

 I agree
 I disagree
 Not sure

6. What do you look out for in an advertisement ?

Please select 3 answers.

 a brand that I am familiar with and trust
 product information
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  price information
 celebrities and famous people
 discounts and deals
 Humour
 A level of consumer interaction
 Other, please specify:

7. What types of advertisements are most influential over

your buying behavior?
Please select the 3 most influential methods and rank them 1
(most influential) to 3 ( least influential).

 Radio adverts
 Tv adverts
 Newspaper and magazine adverts
 Mail and post adverts
 Email adverts
 Online adverts (internet advertisement)
 Billboard adverts
 Digital signage adverts

8. Do you pay attention to online advertisement?

 Yes
 No
 Sometimes
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9. Which methods of online advertisement are most
influential on your buying behavior?
Please select the 3 most influential methods and rank them 1
(most influential) to 3 ( least influential).

 Google advertisement methods

 Facebook adverts
 Twitter adverts
 Tumblr adverts
 Youtube adverts
 Reddit adverts
 Banner adverts(mage-based ads that appear on the side,
top, and bottom sections of websites)
 Flash adverts (interactive e.g. shoot the target and win an
ipod)
 Mobile and smart phone adverts
 In-game adverts (exist within computer or video games)
 Other, please specify.

10. What is your favourite company in terms of their

advertisement methods?

(Please given one answer and briefly explain why ? )

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11. Do any advertisement methods make you feel less
inclined to buy a product from a brand?
 Yes please specify
 No

12 . Shock advertisement deliberately startles and offends

its audience by violating norms for social values and
personal ideals .benetton showed a naked anorexic model
on a billboard in an attempt to raise awareness for the
disease.
How do you feel about this short of advertisement?

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