Post on 14-Apr-2018
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EXECUTIVE SUMMARY
This report titled IMPACT OF TV ADVERTISEMENTS ON YOUTH is
submitted in partial fulfillment of the requirements for the Degree of Master of
Business Administration of Bangalore University. This study is an attempt to
understand the impact of TV advertisement on youth. It also tries to evaluate the
advertising effectiveness in establishing brand Patronage among the respondents.
The objective of this study is to analyze the advertising effectiveness on
consumers, to analyze the different medium through which the advertisement reaches
maximum number of people in the market, to analyze the strategies that the Company
should adopt such that the viewers turn into consumers like youth,
The survey was conducted among the college students because they are most
affected by the advertisement shown on television and are the biggest viewers of
television. Questionnaire were prepared and distributed to get the suggestions about
the effectiveness of TV advertisement. By the survey, I came to know about that TV
is the most effective media than any other media to affect the lifestyle of people.
From the conclusion of this study I can come to the know what strategies can
be adopted such that the TV advertisement can be made more efficient. Like the
creativity factor and humor attracts more viewers. The medium of advertisement that
has to hire through which we can reach maximum number of people. And TV is one
of the most efficient medium. The style, word and tone that has to be used in the
advertisement that attracts more number of people. The type of feeling that is created
by the advertisement and the strategies to adopt that attract the people toward those
feelings.
In research project the case study approach is taken. The products were
carefully hand picked after countless discussions with professionals from the
advertising fraternity.
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INDRODUCTION
The advertisement industry has a tremendous impact on our youth. What some
people see on television, they take for truth. They tell us what to wear (becauseeveryone is wearing it), what to eat (because everyone is eating it), what to do
(because everyone is doing it). The advertisers know how to appeal to our senses.
They use peer pressure very heavily. "You need to wear these tennis shoes because
(add a big name sports star) is wearing them and everyone else is going to wear them.
You want to be cool don't you?" They have told our youth that sex is a recreation to
be shared by all because, "Everyone is doing it". You have to have a fast car that can
go 120 mph even though the speed limit is set at about half that. They have confused
our youth with the difference between "need" and "want. Ok, I've said my piece. Have
a blessed day and turn off the TV.
"Today's youth are no fools and are far more sophisticated than they were 20
years ago, when many of today's youth advertising guidelines were written", says
Jerry Mc Gee who ran perhaps the largest advertising agency. Marketing to the youth
is a delicate issue. Because of the combination of color, sound and action, television
attracts more viewers than any other medium (with the exception of cinema). TV is
perceived as a persuasive medium of communication. Moreover, the youth is treated
`special' audience. Besides these, gender-focus, gender-orientation are used as
advertising techniques and strategies. These factors have provided the motivation to
write this research paper.
Advertising industry is a rapidly growing industry and determines to a
considerable extent the GDP or the gross domestic product of any country. The
advertising industry besides functioning as an intermediate between the manufacturers
and the customers plays an important role in the economy of the Country.
This industry necessitates investment for funding different resources. One
cannot measure the degree of development by interpretation of inputs in the economy
which yields some production. In the event when consumption levels far exceed than
what is reckoned, this is not a means of triggering or bringing about transformation in
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the culture, society or development in human resources or economy. What the time
demands is optimum and efficient execution of advertising projects by involving
appropriate technology along scientific lines.
ADVERTISING INDUSTRY-FACTS:
Movies, Internet, Print Media, broadcasting constitute 0.99% in approximately
57 countries in terms of economic growth worldwide. This ratio was found to be
unaltered in the years 2008through 2009.
It was observed that expenses incurred on advertising in the European countries
exceeded the expenses incurred by United States of America in the year 2005.
Reports also suggest that the trend of growth in the advertising industry may become
sluggish in 2008, the ratio being 5.6%. This ratio may drop to 5.3% in the year 2009.
2007 through 2009 will see a majority of the emerging markets whose advertising
markets are likely grow as much as USD19.2 billion. On the other hand, the stake in
the global advertising market may escalate from 7.9%- 10.8% during the same period.
It is apprehended that the advertising industry which contributed 0.96% towards the
global GDP in the year 2007, is anticipated to escalate to 0.99% in 2009.
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2.1- STATEMENT OF THE PROBLEM:
TV advertisements and their impact on youth.
2.2 - OBJECTIVES OF THE STUDY:
To know whether TV ads are more `liked or not liked' than any other media.
To know whether TV ads influence buyer to purchase, affect their lifestyle and
Increase materialism.
To know the best time to put the TV ads to get the maximum reach.
To infer whether TV ads are able to convey the message they are intended to.
To infer whether the information given in TV ads are reliable or not.
To infer whether the advertisement play an important role in buyers purchase
decision of any product.
To study the `impact of television advertisement on youth'.
2.3- SCOPE OF THE STUDY
The study was conducted to know impact on youth of TV advertisements. Due
to time and resource constraints, this study is focused on college students. This study
helps us to know what are the consumer expectations towards advertising and their
subsequent consumer behavior in response to the advertisements.
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RESEARCH METHODOLOGY
2.4- RESEARCH APPROACH:
The research for this study is a Descriptive Research. A Descriptive
Research is a type of conclusive research, which has its major objective. As the
description or something, usually market characteristics or functions. It is preplanned
and structured.
Under this approach a cross-sectional study is conducted in which one sample
of respondents is drawn from the target population and information is obtained from
this sample one.
This study is based on descriptive research approach comprises the following
methods;
1- Primary Data:
Primary data refers to the data gathered for a specific purpose or for a specific
research project. These data gives latest information. This type of data is obtained
from original sources. In this study, primary data is collected through
Questionnaire Method.
2- Secondary Data:
Secondary data refers to that which is compiled by some other than the other
researcher for purpose not directly related to the research. These are readily available
for processing. This type of data relate to past period.
The sources used for such data types are as follows:
Published materials such as periodicals and books like business periodicals,
marketing journals, general business and trade magazines, 4ps , pitch etc.
Computerized databases such as internet databases and off-line databases
(information available on diskettes and CD-ROM disks).
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2.5 -TOOLS FOR DATA COLLECTION:
The approved questionnaire is the main tool used for data collection in this
study. The questionnaire consists of structured and unstructured questions.
The questionnaire tool is mainly used because:
Both qualitative and quantitative information can be gathered.
Factual survey can be done.
Opinion survey in order to secure personal opinions or on a particular matter can be
done effectively. This tool is administered through personal interview with the target
population.
2.5- SAMPLING PLAN:
1.Sampling Unit
The sampling unit consists of college students for analyzing the advertising
effectiveness on consumers.
2.Sampling Procedure
How should the respondents be chosen?
The sampling technique chosen by Descriptive Random Sampling method.
The study/research is a descriptive research; the main purpose of the study is
description of present status of the companies services offered in market and forecast
the attributes consumers expect in the service. This descriptive research includes
surveys and fact-findings, enquiries of different companies. The main characteristic of
this method is that the researcher has no control over the variables; he can only report
what has happened or what is happening. The main objectives of the research is to
study the overall outdoor advertising market in Bangalore.
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Descriptive market research involves five steps:
1. Defining the problem and research objective.
2. The developing of information.
3. Collecting the information.
4. Analyzing the information.
5. Presenting the findings.
3. Sample Size
How many respondents to be surveyed:
Due to time and other constraints, the size is 100 respondents. These samples of
respondents are chosen randomly.
2.6- CROSS SECTIONAL STUDY:
A cross sectional study is a type of research design involving the collection of
information from any given sample of population elements only once.
Ultimate consumer:
Ultimate Consumers refers to those individuals who buy goods and services
for final use or consumption.
Data analysis:
The data collected are tabulated and classified as required. Statistical
techniques such as frequency distribution, central tendency, percentages, etc., are used
for analysis of primary data. Conclusions are drawn based on the analysis and
findings of primary data.
2.7- DURATION OF THE STUDY:
The duration of the study is six weeks.
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2.8- LIMITATIONS OF THE STUDY:
Due to time and resource constraints, only college students are selected for the study
for making an analysis for the advertising strategies.
Due to resource and time constraints, a randomly selected sample has been Chosenrespondents for making an analysis of advertising effectiveness on Consumers.
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INDUSTRY PROFILE
3.1- LITERATURE SURVEY:
Advertising on television was introduced in January 1976 in our country. Most
of there search is what is aptly termed, `Market Research'. The primary objective of
market research is to provide advertisers and advertising agencies with purely
qualitative data about the access of exposure of selected audiences to the various mass
media or to their various components.
Marketing to children/youth is a delicate issue. Children and youth are heavy
viewers of television. "Today's youths are no fools and are far more sophisticated than
they were 20 years ago when many of today's advertising guidelines were written"
said Jerry Mc Gee who ran perhaps the largest advertising agency.
In addition, research has shown that more people switch channels during
commercial breaks. The challenge is to create advertising which people would want to
watch or to follow them where they go (to other media).
3.2- REVIEW OF LITERATURE ADVERTISING:
Advertising is any paid form of non-personal presentation and promotion of
ideas, Goods or services by an identified sponsor. It is paid communication because
the advertiser has to pay for the space or time in which his advertisement appears.
"Advertising is, actually, a simple phenomenon in terms of economics. It is merely a
substitute for a personal sales force -an extension, if you will, of the merchant who
cries aloud his wares."
-Rosser Reeves, Reality in Advertising (1986), New York: Alfred A. Knopf, Inc., p.
145.
"Advertising is the ability to sense, interpret . . . to put the very heart throbs of a
business into type, paper and ink."
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-Leo Burnett, quoted by Joan Kufrin, Leo Burnett: Star Reacher(1995), Chicago, IL:
Leo Burnett Company, Inc., p. 54.
"Advertising -a judicious mixture of flattery and threats."
-Northrop Frye, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of
Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 18.
"Advertising may be described as the science of arresting the human intelligence long
enough to get money from it."
-Stephen Butler Leacock, quoted in Michael Jackman, Crown's Book of Political
Quotations, 1982, New York: Crown Publishing Inc., p. 1.
Advertisers include business firms but also museums, charitable organizations, and
government agencies that advertise to various target publics. Advertisements are a
cost effective way to disseminate messages, whether to build brand preference or to
educate a nations people.
Organizations handle their advertising in different ways. In small companies,
someone handles advertising in the sales or marketing departments, who works with
an advertising agency. A large company will often set up its own advertising
department, whose manager` reports to the Vice President of marketing. The
advertising departments job is to develop the total budget, and handle direct-mail
advertising, dealer displays and other forms of advertising not ordinarily performed
by the agency. Most companies use an outside advertising agency to help them create
advertising campaigns and to select and purchase media. Global companies that use a
large number of ad agencies located in different countries and serving different
divisions have suffered from uncoordinated advertising and image diffusion.
Advertising agencies need to redefine themselves as Communication companies and
assist clients in improving their overall communication effectiveness.
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3.3- FIVE MS OF ADVERTISING:
MISSION: What are the advertising objectives?
MONEY: How much can be spent?MESSAGE: What message should be sent?
MEDIA: What media should be used?
MEASUREMENT: How should the results is evaluated?
3.4- STRENGTHS OF ADVERTISING AS A PROMOTIONAL
TOOL:
1. It offers planned and controlled message.
2. It can contact and influence numerous people simultaneously, quickly, and at a low
cost per prospect. Hence, it is called Mass Means of Communication.
3. It has the ability to deliver messages to audiences with particular demographic and
socioeconomic features.
4. It can deliver the same message consistently in a variety of contexts.
5. It can reach prospects that cannot be approached by sales man.6. It helps to presale goods and pulls the buyers to retailers.
7. It offers a wide choice of channels for transmission of messages such as visual (by
Sights), aural, (by ear) aural and visual.
8. It is very useful to create maximum interest and offer adequate knowledge of the
new product when the innovation is being introduced in the market.
3.5- WEAKNESS OF ADVERTISING AS A PROMOTIONALTOOL:
1. It is much less effective than personal selling and sales promotion at later stages in
the buying process, e.g.: in convincing and securing action.
2. It is less flexible than personal communication. It cannot answer objections raised
by prospects.
3. It is essentially one-way means of communication. It cannot obtain quick andaccurate 17 feedbacks in order to evaluate message effectiveness.
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4. It is most efficient communication (very low cost per prospect) but it is least
effective as a tool of a communication.
5. It is unable to reach prospects when they are in a buying mood. Hence
advertisements have to be repeated and repetition involves additional cost.
6. Advertising, many a time lacks credibility and trustworthiness.
3.6- IMPORTANCE OF ADVERTISING:
1. To create widespread visibility in the market and access those pockets which are
not approachable by the sales force. Quoting a customer, Make the customers come
to you rather than trying to approach all the potential customers.
2. As a symbol of sound financial position of the company and also to make the
statement that the company is here to stay.
3. To aid in easy brand recall and also create a top of mind awareness of the brand.
4. To make maximum potential customers aware of the new offerings and schemes of
the company and initiate enquiries about the same.
5. To establish a strong brand image in the market so as to give the company an edge
over its competitors.
3.7- COMMUNICATION GOALS OF ADVERTISING:
Advertising should concentrate on clear and measurable communication
objectives known as DAGMAR (Defining Advertising Goals, Measuring Advertising
Results). Advertising objectives must be oriented around the process of
communication. Communication tasks are;
1. Developing brand awareness.
2. Changing consumer attitudes.
3. Associating desirable themes with products,
4. To create demand for a new product by explaining its utility.
5. To maintain existing demand by fighting competition.
6. To increase sales by attracting new consumers.
7. To enhance the goodwill of the firm.
8. Informing consumers about product attributes.
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The ultimate purpose of most advertising is to help the probability of the sale
of the Product or a service. Advertising as a mode of promotion increases propensity
to purchase-moving the prospect steadily, inch-by-inch, closer to a purchase decision.
Of course, advertising is only one of several communication forces. It moves the
consumer through successive levels such as unawareness, awareness, comprehension
or recognition, conviction (intention to buy) and action purchase.
Advertising goals may be divided into four stages of commercial communication as
follows:
1. Awareness: the prospects must become aware of the existence of the brand or
company. Awareness is the bare minimum goal of advertising.
2. Comprehension: the prospect must understand what the product is and what it will
do for him. Comprehension level indicates that people are not only aware of the brand
or company that they know the brand name and can recognize the package or trade
market. But they are not yet convinced that they must want to buy.
3. Conviction: the prospect must be mentally convinced to buy the brand or the
product. The conviction level shows brand preference and intention to buy the product
in the near future.
4. Action:the prospect takes meaningful action. Purchase decision is duly taken.
3.8- CHOOSING AMONG MAJOR MEDIA TYPES:
The media planner has to know the capacity of the major media types to
deliver reach, frequency, and impact. Media planners make their choice among media
categories by considering the following variables:
Target-Audience Media habits: for example radio and television are the most
effective media for reaching teenagers.
Product Characteristics:Media types have different potentials for demonstration,
visualization, explanation, believability and color. Womens dresses are best shown in
color magazines, and Polaroid cameras are best demonstrated on television.
Message characteristics: timeliness and information content will influence media
19 choice. A message announcing a major sale tomorrow will require specialized
magazines or mailings.
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Cost: Television is very expensive, whereas newspaper advertising is relatively
inexpensive. What counts are the cost-per-thousand exposures?
3.9- ADVERTISING IN INDIA:Indian Advertising starts with the hawkers calling out their wares right from the days
when cities and markets first began;
Shop front signages,
From street side sellers to press ads,
The first trademarks,
Handbills distributed separately from the products.
18th Century:
Concrete advertising history begins with classified advertising. Ads appear for
the first time in print in Hickey's Bengal Gazette. India's first newspaper (weekly).
Studios mark the beginning of advertising created in India (as opposed to imported
from England) Studios set up for bold type, ornate fonts, more fancy, larger ads.
Newspaper studios train the first generation of visualizes & illustrators. Ads appear in
newspapers in the form of lists of the latest merchandise from England Since 1980,
advertising in India has demonstrated phenomenal growth growth in size, quality,
and range of services, in the total expenditure in advertising per year. In 1950
advertising expenditure was hardly Rs. 5 Crores. By 1988, it rose to Rs. 900 Crores. It
may be around by Rs. 2200 Crores by 2001 A.D.
There are now over 400 advertising Agencies as against just 100 advertising
agencies around 1970. In the Indian market, we have more than 11,000 branded
products extensively advertised in all languages. Press advertisement account for
about 50 percent and TV account for about 18 percent of the total advertising costs. In
the media sector we have at present 20 intense competition, e.g., TV / Radio,
Newspaper each attempting an increasing market share. In the press segment we are
witnessing regular media war. In the case of the press, competition is total. However,
media owners are expected to adopt now customer-oriented approach to get rid of
such unhealthy competition.
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3.10- ESSENTIALS OF GOOD ADVERTISEMENT:
A good advertisement must have the right message communicated through a
right media. It must reach the right people and prospects and that too at a right time
and at the right cost. Right timing of an advertisement needs no emphasis. It shouldfulfill its sole purpose, viz. gain sale or action from the prospects and the cost of
communication should be reasonable.
The task assigned to the advertisement can be successfully fulfilled when:
1. It is seen by the desired prospects.
2. It is read by them with interest.
3. It is properly understood by them exactly as the advertiser wants.
4. It is believed by them and it wins their confidence and trust and above all.
It succeeds in igniting their desire to purchase the product or service offered or
sale. An effective advertisement takes the prospect near about the point of closing the
sale so that actual sale may be easily completed by the sales force. Each
advertisement must be a unique selling proposition, invoking maximum force of
persuasion to convert a prospect into a customer.
ATTENTION:
It can be viewed as an information filter a screening mechanism that controls
the quantity and nature of information any individual receives. Getting a consumers
attention is not easy. An individual, overtly or accidentally, avoids exposure to
stimuli.
The advertising environment is truly cluttered; most major magazines have
almost one -half of their pages carrying advertisements, the other half carrying
editorial matter. Although all this advertising, it is not easy to create an advertisement
that stands out enough to get noticed, processed, and remembered. The effectiveness
of ads is reduced not only by the higher levels of clutter in general, but even more
significantly by the proximity of ads for competing brands from the same product
category.
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The situation is made worse in the broadcast media, especially television.
Viewers have always had the freedom to do things while a program is being shown;
including leaving the room mentally and physically, but the use of remote control
devices has made channel switching endemic. Television advertisers today have to
cope with the phenomena of zapping and zipping.
3.11- CREATING ADVERTIEMENTS THAT ATTRACTS
ATTENTION:
The attention filter operates at various levels of effort and consciousness. At
one extreme is the process of active search wherein a receiver actually seeks
information. He or she might solicit opinions of friends or search through magazinesnot normally read.
Another level could be termed passive search. A receiver searches for
information only from sources to which he or she is exposed during the normal course
of events. The final level might be called passive attention. Here a receiver has little
immediate need for the information and makes no conscious effort to obtain it, but
some information may nevertheless enter the system. At all three levels, it is
appropriate to discuss why a person obtains information so that ads can be designed to
maximize attention. There are, of course, as many reasons as there are situations and
individuals. However, it is instructive to examine four general motives for attending
to informative stimuli.
A first motive is to obtain information that will have a high level of utility for
a person. In an advertising context, an individual will obtain product information that
will help make better purchase decisions. Second, people may be motivated to expose
themselves to information that supports their opinions- supportive exposure-and to
avoid discrepant information. Third, there is a desire to be exposed to information that
stimulates. Finally, people are motivated to find stimuli that are interesting to them.
These motives will be examined in turn.
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3.12- ADVERTISING EFFECTIVENESS:
Advertising effectiveness consists in the degree of achievement of the
objectives set By an advertiser in consultation with advertising agency working on the
account. It may Also take the form of an increase in the sales of market share orpenetration into a new Market segment.
3.13- ADVERTISING STRATEGIES:
Strategy provides the link between advertising objectives and plans and paves
the ground for their implementation. It can be instrumental in prioritizing various
objectives, taking into account the attitudinal framework as well as corporate and
marketing goals, And the market situations and characteristics.
Advertising strategy is based on consideration such as the following:
Advertising objectives.
Advertising budgets.
Selection of target audiences.
Advertising message.
Media decision.
Media space decisions.
Companys standing and it s strength and weaknesses.
Product history and its life cycle stage.
Positioning of the product as indicated by perceptual mapping.
Existing and anticipated competition.
3.14- BRAND PATRONAGE:
Most of the time, an advertisers (seller) tries to build a brand privilege or
patronage for his products or service. A seller has a brand privilege if buyers exhibit
brand insistence, brand loyalty, or brand preference towards his product or service. By
means of advertising or persuasive mass communication, seller tries to move
prospective Buyers and existing buyer from lower level to higher level of brand
attitude of customers From brand ignorance to brand awareness, or from brand
acceptance to brand Preference, loyalty, and insistence.
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4.1 DATA ANALYSIS AND INTERPRETATION:
In the research project four product categories have been chosen. They are as
following:
Soft drinks,
Deodorants,
Automobiles,
Superstores.
AGE PROFILE OF THE SAMPLE:
The samples were taken from a college comprising of, under graduates and post
graduate students, the following is the age profile of the samples:
18
Age No.of
Respondent
20 6
21 14
22 30
23 22
24 18
25 10
TOTAL 100
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Following is the column chart showing age profile of the sample:
Interpretation:
The sample mainly comprises of youngsters in the age group between 20-25 as it was
felt that the young age group will be more exposed to all kind of advertisements and
current happenings in the soft drinks, consumer products and automobile industry.
19
6
14
30
22
18
10
0
5
10
15
20
25
30
35
20 21 22 23 24 25
Age Profile
No. of Respondents
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GENDER PROFILE OF SAMPLE:
The sample consists of both male and female belonging to the age group of 20-25
years. And the following is the gender profile of the respondents.
Gender No.of
Respondent
Male 64
Female 32
TOTAL 100
Following is the column chart of gender profile of the respondents
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64
32
0
10
20
30
40
50
60
70
Male Female
Gender Profile
4.1) MOST INFLUENTIAL ADVERTISEMENT MEDIUM:
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TV advertises its product trough all mediums viz. Television, print, outdoor and
others. The Table shows the most influential mediums according to the samples:
TABLE 4.1
Interpretation:
No doubt television is the most dominant medium with 50% of respondents going for
it, others mediums like hoardings, print media have their small share in the Graph:
CHART 4.1
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Mediums No. of
Respondents
T.V 50
Hoardings 18
PrintMedi
a
26
Others 6
TOTAL 100
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50
18
26
6
0
10
20
30
40
50
60
T.V Hoardings PrintMedia Others
Influential Medium
4.2) MOST FREQUENTLY WATCHED ADS ARE LIKE THIS:
TABLE 4.2
Type of
Ads
No. of
Respondent
3d 16
Funny 36
Story 28
Encourage 20
TOTAL 100
CHART 4.2
Following is the column graph of most watched Ads by the respondents:
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16
36
28
20
0
5
10
15
20
25
30
35
40
3D Funny Story Encourage
Most Watched Ads
Interpretation:
As per the chart it is clear that funny is the most watched Ads, 36% of samples like
funny, story is the next watched which accounts 28% of share other watched Ads like
3d and Encourage types for the rest.
4.3) TELEVISION ADVERTISEMENTS CONFUSING OR NOT:
Following is the table representation of responses regarding the question that TV ads
make you confuse or not.
TABLE 4.3
Interpretation:
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Table 6: Television Ads: Confusing vs. ConveyingConfuse
the
Viewers
Percentage
%
Convey
the
Message
Percentage
%
Male 11 17% 39 83%
Female 13 30% 37 70%
TOTAL 24 23% 76 77%
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Of the respondents, 23% said that the advertisements which were being flashed
confused the rest, Of these a little less than two-thirds were females. 77% of the
respondents said that the advertisements conveyed the message and did their job.
Following is the chart representation of responses regarding the question that TV ads
make you confuse or not.
CHART 4.3
11
39
13
37
0
5
10
15
20
2530
35
40
45
Confuse the Viewers Convey the Message
Confusing and Conveying
Male
Female
4.4) TV ADS INFLUENCE ON VIEWERS:
Following is the table representation of responses regarding the Ads influence on
viewers or not.
25
Positive 53%
Negative 31%
No influence 16%
TOTAL 100%
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Following is the pie graph representation of responses regarding the Ads influence on
viewers given below:
CHART 4.4
53%
31%
16%
TV Ads Influence Viewers
Positive
Negative
No Influence
Interpretation:
53% of respondents said that TV ads influence them positively, 31% said TV ads
influence them negatively.16% said TV ads dont influence them anyway.
4.5) ADS INFLUENCE TO MAKE CUSTOMER PURCHASE A
PRODUCT:
When asked the majority of respondents said that TV ads dont influence them
enough to make a purchase. Only 41% said that TV ads influence them to make
purchase:
TABLE 4.5
Yes 41%
No 59%
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TOTAL 100%
The pie chart for the responses is given below:
CHART 4.5
41%
59%
Make Customer Purchase
Yes
No
Interpretation:
When asked most of the respondent said that FMCG products like toothpaste, and
daily use items ads influence them to make purchase. So it can be inferred that when
purchase is less capital intensive and buyer have the tendency to switch brands ads
impact them most.
4.6) BEST TIME TO PUT THE ADVERTISEMENTS ON TV:
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Following is the table shows according to the respondents, which is the best time to
put the ads on TV.
TABLE 4.6
Following is the bar chart representation of the data given above:
CHART 4.6
28
Timing No.of Responden
ts
Morning 16
After noon 22
Evening 29
Night 33
TOTAL 100
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16
22
29
33
0
5
10
15
20
25
30
35
Morning AfterNoon Evening Night
Timing of Advertising
Interpretation:
TV advertisements are watched all the time in the day but night has been the best time
when people watch TV most and they come across with ads.
4.7) MOST INFLUENCING PRODUCT CATEGORY ADS:Following table depicts the responses in %
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TABLE 4.7
Following column chart depicts the responses in %
CHART 4.7
30
FMCG 23%
Automobile 21%
White goods 16%
All 27%
Others 13%
TOTAL 100%
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Interpretation:
Although all the product categories ads influence the viewers but specifically FMCG
and automobile products ads are very influencing, although not given in the options
respondents could recall few other categories ad like jobsites, matrimony sites etc.
4.8) PREFERRED BRAND OF COLD DRINKS:
The main objective behind this question was to know the most popular brand of soft
drink among the samples, the responses are as follows
TABLE 4.8
The following column chart shows preferred brand of soft drinks:
31
Brand Response
Coca-Cola 30
Pepsi 24
7 up 18
Sprite 12
Thums up 10
Others 6
TOTAL 100
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CHART 4.8
Interpretation: As per the chart it is clear that coca cola is the most preferred
brand,60% of samples like coco cola, Pepsi is the next preferred which accounts 48%
of share other brands like 7 up, fanta ,sprite accounts for the rest.
4.9) FACTORS INFLUENCING BUYING OF A PARTICULAR
BRAND:This is a very important question to know the main factors behind buying a particular
brand; an objective type of question was put with some attributes like taste,
advertisement, flavor, retailer and other factors. The following table portrays the
opinion of the samples.
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TABLE 4.9
CHART 4.9
40
24
16
12
8
0
5
10
15
20
25
30
35
40
45
Taste Adverticement Flavour Retailer Other
Influencing a Brand
Interpretation:
33
Factors Response
Taste 40
Advertisement 24
Flavor 16
Retailer 12
Other 8
TOTAL 100
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As per the response it is very interesting to note that 40% of samples consider taste as
themain factor while buying a particular brand of soft drink, about 24% of sample are
of theopinion that advertisements play a great role in their buying, rest of the samples
areinfluenced by the flavor and retailer.
4.10) PREFERRED BRAND OF DEO SPRAY:
The main objective behind this question was to know the most popular brand of deo
sprays among the samples, the responses are as follows:
TABLE 4.10
The following column chart shows preferred brand of soft drinks:
CHART 4.10
34
Brand Brand
Axe 26
Park Avenue 20
Cinthol 18
Others 36
TOTAL 100
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26
2018
36
0
5
10
15
20
25
30
35
40
Axe ParkAvenue Cinthol Others
Brand of Deo Spray
Interpretation:
As per the chart it is clear that Axe is the most preferred brand,26% of samples like
axe, Park Avenue is liked by 20%. Majority of people responded for others as they
felt that their brand is not in the list.
4.11) FACTORS INFLUENCING BUYING OF A PARTICULAR
BRAND:
This is a very important question to know the main factors behind buying a particular
brand;
The following table portrays the opinion of the samples.
TABLE 4.11
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CHART 4.11
22
1618
34
10
0
5
10
15
20
25
30
35
40
Frgrance Retailers Price Adverticement Others
Factors Influencing a Brand
Interpretation: As per the response it is very interesting to note that 22% of
samples consider fragrance as the main factor while buying a particular brand of deo
spray, about 34% of sample are of the opinion that advertisements play a great role in
their buying, rest of the samples areInfluenced by the price and retailer.
36
Factor Response
Fragrance 22
Retailers 16
Price 18
Advertisements 34
Others 10
TOTAL 100
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4.12) PREFERRED BRAND OF TWO WHEELERS:
The main objective behind this question was to know the most popular brand of two
wheeler among the samples, the responses are as follows:
TABLE 4.12
The following column chart shows preferred brand of two wheelers:
CHART 4.12
37
Brand Response
Bajaj 16
Honda 22
Hero Honda 34
TVS 18
Others 10
TOTAL 100
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16
22
34
18
10
0
5
10
15
20
25
30
35
40
Bajaj Honda Herohonda TVS Others
Two Wheelers
Interpretation:
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As per the chart it is clear that Hero Honda the most preferred brand with 34% of
samples. Bajaj is liked by 16%. Others contributed rest 50%,contributed 22% by
Honda.18 and 10% by TVS and others respectively.
4.13) FACTORS INFLUENCING BUYING OF A PARTICULARBRAND:
This is a very important question to know the main factors behind buying a particular
brand; The following table portrays the opinion of the samples.TABLE 4.13
Factor influencing the purchase of two wheelers shown in the below column graph:
CHART 4.13
39
Factor Response
Style 24
Comfort 14
Price 24
Advertisements 10
Fuel economy 18
Others 6
TOTAL 100
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28
14
24
10
18
6
0
5
10
15
20
25
30
Factors
Interpretation: As per the response it is very interesting to note that 28% of
samples consider style as the main factor while buying a particular brand of two
wheelers, while only about 10% ofsamples think that advertisements play a role in
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their buying, rest of the samples are influenced by the price, fuel economy and
comfort.
4.14) PREFERRED BRAND OF SUPERMARKETS:
The main objective behind this question was to know the most popular brand of
Supermarkets among the samples, the responses are as follows:
TABLE 4.14
The following graph chart shows preferred brand of Supermarkets:
CHART 4.14
41
Brand Response
Big bazaar 24
Shopper stop 18
Westside 16
Globus 14
Vishal megamart 20
Others 8
TOTAL 100
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24
1816
14
20
8
0
5
10
15
20
25
30
Big Bazaar Shopper Stop Westide Globus Vishal
Megamart
Oters
Super Markets
Interpretation:
As per the chart it is clear that Big bazaar is the most preferred brand,24% of samples
like bigbazaar, vishal mega mart is the next preferred which accounts 20% of share
other brands like Westside ,globus and shopper stop account for the rest.
4.15) FACTORS INFLUENCING TO GO FOR THE PARTICULAR
BRAND:
This is a very important question to know the main factors behind buying a particular
brand; an objective type of question was put with some attributes like price,
advertisements, ambience, variety and other factors.
The following table portrays the opinion of the samples:
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TABLE 4.15
The following column graph shows the opinion of the samples:
CHART 4.15
43
Factors Response
Price 30
Advertisement 22
Variety 16
Ambience 24
Other 8
TOTAL 100
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30
22
16
24
8
0
5
10
15
20
25
30
35
Price Ambience Variety Advertisement Other
To go for a Brand
Interpretation:
As per the response it is very interesting to note that 30% of samples consider price as
the main factor while buying a particular brand of supermarket, about 24% of sample
are of the opinion that advertisements play a great role in their buying, rest of the
samples are influenced by variety and ambience.
4.16) THE PRODUCT INFORMATION GIVEN IN THE TV
ADVERTISEMENT: SATISFACTORY AND RELIABLE:
The following chart shows that the TV advertisement are satisfactory and reliable
depends on the respondents:
TABLE 4.16
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CHART 4.16
28
24
1816
14
0
5
10
15
20
25
30
Very Somewhat Undecided Not Very Not at all
Satisfactory and Reliable
Interpretation:
45
Degree Response
Very 28
Somewhat 24
Undecided 18
Not very 16
Not at all 14
TOTAL 100
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Of the respondents, 28% said that to a greater extent the product information given in
the TV advertisement was satisfactory and reliable. 24% of the respondents said that
to some extent, 18% were undecided, 16%were not very satisfied with the product
information given in the TV advertisement.
4.17) ADS EFFECT ON THE LIFESTYLE OF CUSTOMER:
Objective of asking this question was to know the change in lifestyle if any due to the
Advertisements .And the responses were as follows:
TABLE 4.17
The following pie chart shows the opinion of the samples:
CHART 4.17
46
Options Response
Yes 76
No 24
TOTAL 100
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76
24
Life style
Yes
No
Interpretation:
From the pie chart given above it is clear that 76% people think that ads displayed onTV Affect their lifestyle and only 24% people think that their lifestyle is not affected
by the TV Ads.
4.18) ADS INFLUENCE TO MATERIALISM:
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The objective behind this question was to know whether advertisement tend the
customer to increase their materialism. And the responses were as following:
TABLE 4.18
The following pie chart shows the opinion of the samples:
CHART 4.18
64
36
Materialism
Yes
No
Interpretation:
48
Options Response
Yes 64
No 36
TOTAL 100
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From the pie chart given above it Is clear that ads influence majority of people to
increase their materialism. As 64% people responded positively and only 36%
responded against it.
5.1 SUMMARY OF FINDINGS:
Youth are a special audience segment, and television is a persuasive medium.
Most of the respondents prefer television advertisements to advertisements in
any other media.
Many respondents are used to purchasing the products shown in the
advertisement because they feel that the information given in the
advertisements are reliable. It is found that advertising sells products.
The most popular television advertisements are of FMCG and motorbikes.
This shows how the young generation is attached towards the advertisements.
The actors in the advertisements become role models to the youth. Many
watch some specific advertisements, showing their keen interest in them.
It is found that advertisements are informative and entertaining. Most of the
respondent think that ads convey the messages they are intended to
It is also found that advertisements are satisfactory and reliable.
From the project it is clear that night is the best time to put advertisement on
TV.
From the project it can be inferred that ads affect the lifestyle of youth and
influence them to make a purchase and tend them to increase their
materialism.
In all the product or service categories advertisements play an important role
to persuade the customer to make a purchase with few other factors like price,
ambience, etc.
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5.2 SUGGESTIONS:
As youth is the main target, aggressive advertising also comes into picture,
where the main motive is to grab the marketing opportunities.
In todays generation, youth play a major role in advertising and they possess
the highest potential in buying.
Advertising has a strong impact on youth as they get attracted to almost all
types of advertisements.
Steps should be taken to improve the concepts of advertising so that it reaches
the right segment of the audience, i.e., youth.
Information given along with the advertisements should be reliable and
satisfactory.
Celebrity endorsement also plays a major role in advertising and also in
grabbing the attention of the young customers.
A celebrity preference for a particular brand gives out a persuasive message
and hence the selection of the celebrity should be careful enough, i.e., the
public should be aware of the celebrity used.
The advertising agency should take necessary steps to convince the customer
with the price and the quality associated with the product/service.
The information provided with the advertisement, should not mislead the
youth generation and the advertisement should make the customers buy the
product or service.
Finally, steps should be taken to make the advertisements informative,
appealing and entertaining.
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5.2 CONCLUSIONS:
In today's marketing concept the focus is on the consumer, his needs and
requirements, rather than on the product. Naturally all media of advertisements begin
with the customer and ends with the consumer. In order to sell a product persuasive
and pervasive communication is essential. Basically through television advertisements
there is a promotion of information which influences people. An advertisement gives
the message about the product in a very natural way. This research was conducted to
see the impact of advertisements on the young generation. From the survey
conducted, it was clearly found that television advertisements create a very strong
impression on the youth.
The advertisements, which are being flashed in the television very often, are
effective. Through the frequent flashing of advertisements, the advertiser keeps in
touch with consumers. The viewers also remember the product and buy them.
The quality of advertisements and its social acceptance are the two sides of the
same coin. Advertising has to reflect social norms, values and aspirations or else it
will be irrelevant and wasteful. Imposition of such discipline is preferable.
Another problem television advertisers confront is the tendency of viewers to
switch channels, called `zapping' or leave the room during commercial breaks.
Because of television viewers' strong patterns of commercial avoidance, commercials
have to be intriguing, intrusive and likable.
Television advertising professionals in developing countries have to be fully
aware of the challenges and the responsibility thrust upon them by virtue of a vast
unexploited potential, on one hand, and the resistance they encounter from various
quarters on the other. This requires their looking beyond their own narrow areas of
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operation. A great deal of cooperative Endeavour is required in order to put
advertising on a sound footing. This has to be backed by research, the lack of which is
a major draw back for advertising.
Advertisers should understand that improperly prepared advertisements can
cause physical, mental or moral harm to the consumers. They should not exploit the
credulity and lack of experience of consumers for a mere profit.
In addition, parents must educate youngsters to became responsible and
informed consumers' says the American Academy of pediatrics.
As more and more parents spend more time producing income and less time tending
their children, the burden of responsibility falls increasingly on the advertiser.
Parents and teachers have a responsibility to teach youth about the realities of
a commercial world, just as they teach how to cross a road safely. On the other hand,
effective television commercials can achieve audience acceptance if they are well
done and they can minimize viewers' patterns of avoidance if they are intriguing as
well as intrusive.
In short, youngsters are, without doubt, attracted to advertisements. So the
onus is on the advertisers, not to produce any advertisement which will mislead the
uninformed. Knowing the considerable impact of advertisements on youth, the
advertisers must create advertisements which are both realistic and moral.
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QUESTIONNAIRE
Dear Sir / Madam,
I ABDULLAH MN studying in M.B.A. IV Sem. at City College,
Jayanagar, Bangalore, am making A study on Impact of TV advertisements on
youth. I would be appreciated if you convey your opinion on the different questions
included in this questionnaire.
Name:
Age: .. Gender: Male Female
Occupation: ..
1) Advertisements on which media grab your attention than others?
T.V Print media
Hoardings Others
2) Which ad do you most frequently watch/come across?
------------------------------------------------------------------------------------------------
3) Do the ads make you confuse about the products?
Yes:
No:
4) Have you ever been positively or negatively influenced by the ad?
Yes:
No:
5) Has it influenced you ever to make a purchase?
Yes:
No:
6) At what time do you watch the ad?Morning Afternoon
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Evening Night All
7) What product category ad influences you the most?
FMCG Automobile
White goods All Others
8) Which soft drink brand you always prefer to go for?
Coca cola Pepsi
7Up Sprite
Thums Up Others
9)Which factor influence you most in your preferred soft drink brand to go for it?
Taste Advertisement
Retailer flavor Other
10) Which deo sprays brand you like most?
Axe Cinthol
Park Avenue others
11) Which attribute you like most about it?
Fragrance Retailers
Advertisement Price Other
12) Which two-wheeler manufacturers model you prefer/will prefer?
Bajaj Hero Honda
Honda TVS Others
13) What makes you to prefer this brand?
Advertisement Price
Style Comfort
Fuel economy Others
14) Which superstore you always prefer over others?
Big bazaar Westside
Globus Vishal mega mart
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Shopper stop Others
15) What makes you to go for this superstore?
Price Variety
Advertisement Ambience Others
16) How Satisfactory and Reliable were the claims made in the advertisement?
Very Somewhat
Undecided Not very Not at all
17) Does the ads displayed affect your lifestyle?
Yes:
No:
18) Does the ads influence your materialism?
Yes:
No:
19) Your opinion on the ads & their influencing ability?
-----------------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------------
Thank You
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BIBLIOGRAPHY
BOOKS:
Gupta C B (1990),Business Studies, Tata McGraw-Hill Publishing Company Ltd.
Philip Kotler (1988),Principles of Marketing, Prentice Hall of India Private Ltd.
MAGAZINES:
4p
Retail biz
Business Standards
WEBSITES:
www.google.com
www.wikipedia.com
www.TVadvertisment.com