Project Thesis

On
The impact of advertisement
of consumers goods on
customers brand preference

Report on
The impact of advertisement
of consumers goods on
customers brand preference

Supervised BY
Ms. Mustari Alam
Assistant Professor, Department of
business Administration Stamford
University Bangladesh

Submitted By
Mithun kumar basak
2

Masters of business
Administration(MBA)

Stamford University Bangladesh

Letter of Transmittal
Date: 8.8.2011
To
Ms. Mustari Alam
Assistant Professor, Department of business Administration
Stamford University, Bangladesh.
Sub: The Impact of Advertisement of consumer goods on customer brand
preference.
Dear Madam,
It is my great pleasure to submit you this kind of report. Im giving
special thanks to you for your much cooperation to prepare this kind of
report. It is a great enjoyable and challenging experience for me. I
gathered a lot of experience doing the report. I also observed the practical
implementation of the different types of advertisement of consumer
goods on customer brand preference. In my whole M.BA session I was
known about the theory about the impact of advertisement of consumer
goods on customer brand preference in an advertisement and now I have
experienced from my practical experience while asking different types of
questions to different level of consumer about their attention to the
advertisement. And finally I have gathered vast information about
consumer choices in an advertisement through questionnaires

I again give thanks to my honorable advisor for her cooperation.

Sincerely yours,
Mithun kumar basak
Id: MBA 044 12157
Program: M B.A (Marketing)

Letter of Authorization

This is to certify that Mithun kumar basak. ID MBA 044 12157. Along
with the Batch 44th, department of MBA Stamford University Bangladesh
has successfully completed his study with a full length research report on
The Impact of Advertisement of consumer goods on customer brand
preference.
During this period he acquired practical knowledge about The impact of
advertisement of consumer goods on customer brand preference.

His overall performances were quite satisfactory.

I wish him every success in life.

..
Ms. Mustari Alam
Assistant Professor, Department of business Administration
Stamford University Bangladesh

Acknowledgement
This is my great opportunity to prepare this project thesis as the
requirement of the master of business administration of Stamford
University Bangladesh. First of all I am very grateful God. I would
like to think my parents for encourage me to prepare this report.

At first I would like to give special thank to my honorable madam Ms.

Mustari Alam. who has given me the proper guidance to prepare this
report on the impact of advertisement of consumer goods on customer
brand preference For her great cooperation I was able to make this repot
properly.
Secondly, I would like to give the special acknowledgement to the
respondents. If they did not respond then it was not possible to make this
report. They helped me in filling the questionnaires.

TABLE OF CONTENTS

CHAPTERS

PARTICULARS

1
2
3
4
5
6
7
8

ABSTRACT
INTRODUCTION
OBJECTIVE
RESEARCH METHODOLOGY
SCOPE OF STUDY
LIMITATIONS
LITERATURE REVIEW
ADVERTISING
i. DEFINITION
ii. ORIGIN AND DEVELOPMENT OF
ADVERTISING
iii. MEDIA ADVERTISING
ADVERTISING OBJECTIVES
ADVERTISING PLANNING FRAMEWORK
i. THE ADVERTISING PLAN
ii. THE EXTERNAL FACTORS

9
10

11

12

ADVERTISING INDUSTRY
i. ADVERTISING AGENCY
ii. ADVANTAGES AND DISADVANTAGES
iii. ADVERTISING BUDGET
MEDIA BRIEF

PAGE
NO
9
10
11
12

12
14
18

20
27
28
29
30
31-32

33
34

13

14

15

i. DIFFICULTIES IN SELECTION OF
MEDIA
TYPES
BRAND
i. DEFINITION
ii. SIX LEVELS OF MEANING
iii. BRAND-FROM CONSUMERS POINT
OF VIEW
iv. BRAND- FROM MANUFACTURERS
POINT OF
VIEW
v. BRAND AWARENESS
vi. BRAND KNOWLEDGE
vii. BRAND RECOGNITION
viii. BRAND IMAGE
BRAND PREFERENCE
i. ABOUT BRAND PREFERENCE
ii. IMPORTANCE OF BRAND
PREFERENCE
iii. BASIC COMMUNICATION MODE
iv. BRAND PREFERENCE CHOICE
CRITERIA
v. BRAND ENDORSEMENT BY
CELEBRITIES
vi. SCOPE OF CELEBTITY ON BRAND
PREFERENCE
vii. SUCCESSFUL CELEBRITY
ENDORSEMENTS
viii. ADVANTAGES AND
DISADVANTAGES OF
CELEBRITY ENDORSEMENTS
ix. NEED FOR CELEBRITY
ENDORSEMENTS
INFLUENCE OF ADVERTISING ON

35

43

47

50

16

17

18

18

19
20
21

CUSTOMERS
BRAND PREFERENCE
ADVERTISING RESEARCH
i. IMPORTANCE OF ADVERTISING
RESEARCH
ii. MEDIA RESEARCH
IMPACT OF COLOUR ON CUSTOMERS
BRAND
PREFERENCE
IMPACT OF PACKAGING
i.
FORMS OF PACKAGING
ii.
ii. SIGNIFICANCE OF A TRADE
MARK

ANALYTICAL INTERPRETATION
i. TABLES
ii. CHARTS
FINDINGS
SUGGESTIONS
CONCLUSIONS
REFERENCES

61

65

67

69-94

95
97
98

ABSTRACT
Advertising is a form of communication used to help sell products and
services. Typically it communicates a message including the name of the
product or service and how that product or service could potentially
benefit the consumer. However, Advertising does typically attempt to
persuade potential customers to purchase or to consume more of a
particular brand of product or service. Modern advertising developed with
the rise of mass production in the late 19th and early 20th centuries. The
crescendo of celebrities endorsing brands has been steadily increasing
over the past 20 years or so. Marketers overtly acknowledge the power of
celebrity in influencing buyer's purchase decision. They have firm believe
that likeability or a favorable attitude towards a brand is created by the
use of a celebrity. The crore of rupees spent per year on celebrity
9

endorsement contracts show that celebrities like Amitabh Bachchan,

Sharukh khan and Sachin Tendulkar play an important role for the
advertising industry. It is an established fact that celebrity endorsement
can bestow unique features or special attributes upon a product that it
may have lacked otherwise.
My thesis deals with the impact advertisement creates on a customers
preference of a brand. In other words, how does an ad in a television,
radio, newspaper ,hoardings and banners lure a customer to go and
purchase the product. Does he purchase because of the benefits or
because he liked the advertisement which has created a positive impact
on him.

INTRODUCTION
Advertising is the means of informing as well as influencing the general
public to buy products or services through visual or oral messages. A
product or service is advertised to create awareness in the minds of
potential buyers. Some of the commonly used media for advertising are
T.V., radio, websites, newspapers, magazines, bill-boards, hoardings etc.
As a result of economic liberalization and the changing social trends
advertising industry has shown rapid growth in the last decade.
Advertising is one of the aspects of mass communication. Advertising is
actually brand-building through effective communication and is
essentially a service industry. It helps to forms the basis of marketing.
Advertising plays a significant role in today's highly competitive world. A
career in advertisement is quite glamorous and at the same time
challenging with more and more agencies opening up every day. Whether
10

its brands, companies, personalities or even voluntary or religious

organizations, all of them use some form of advertising in order to be able
to communicate with the target audience. The salary structure in
advertising is quite high and if you have the knack for it one can reach the
top. It is an ideal profession for a creative individual who can handle
work-pressure. Today, new areas are emerging within advertising like
event management, image management, internet marketing etc. Event
management wherein events are marketed, Image management wherein a
a particular profile of an individual or an organization is projected.
Internet marketing has also brought about a lot of changes in advertising
as Internet means that one is catering to a select group of audience rather
than a mass audience .Today 'Celebrity Endorsement' has attracted
immense debate on whether it really contributes to the brand building
process or whether it is just another lazy tool to make the brand more
visible in the minds of the consumers.

Although it has been observed that the presence of a well-known

personality helps in solving the problem of over-communication that is
becoming more prominent these days, there are few undesirable impacts
of this practice on the brand. The issue of matching the values of the
celebrity with the brand values is also very important, i.e. getting the right
celebrity to endorse the right brand. Consumers perceive the brand as
having superior quality because it has been endorsed by a credible source.
This makes endorsement as one of the indictors of quality for any brand.
Corporate credibility along with endorser credibility plays a significant
role in the attitude of the consumer towards the brand and the
advertisement respectively. On the other hand, the over popularity of the
celebrity sometimes overshadows the brand.

11

OBJECTIVES:
1) A study on the impact of electronic media on brand preference.
2) A study on the impact of print media on brand preference.
3) A study on the impact of other media on brand preference.

RESEARCH METHODOLOGY AND RESEARCH DESIGN:

Primary data:
- Through questionnaire.
Secondary data:
- Through internet
Sample Procedure : Random sampling
Research design: the primary data and secondary data will be studied and
analyzed appropriately and interpreted to extract certain facts. Whenever
necessary statistical tools and financial tools like tabulation, graphs etc
will be used to present the findings effectively.

12

SCOPE OF THE STUDY

This project helps in projecting the impact of advertisement on
customers brand preference. It also shows how celebrity endorsement
impact customers.

LIMITATIONS
1. An in depth study might not be done because of time constraints.
2. The study will be conducted in Dhaka city only.

LITERATURE REVIEW
Advertising,

sales

promotion

and

public

relations

are

mass-

communication tools available to marketers. As its name suggests, mass

communication uses the same message for everyone in an audience. The
mass communication tools trade off the advantage of personal selling, the
opportunity to tailor a message to each prospect, for the advantage of
reaching many people at a lower cost per person (Etzel et al., 1997).
Today, definitions of advertising abound. We might define it as
communication process, a marketing process, an economic and social
process, a public relations process or information and persuasion process
(Arens, 1996). Dunn et al. (1978) viewed advertising from its functional
perspectives, hence they define it as a paid, non-personal communication
through various media by business firms, non-profit organization, and
individuals who are in some way identified in the advertising message
and who hope to inform or persuade members of a particular audience.
Morden (1991) is of the opinion that advertising is used to establish a
basic awareness of the product or service in the mind of the potential
customer and to build up knowledge about it. Kotler (1988) sees
advertising as one of the four major tools companies use to direct
persuasive communications to target buyers and public noting that it
consists of non-personal forms of communication conducted through paid
13

media under clear sponsorship. According to him, the purpose of

advertising is to enhance potential buyers responses to the organization
and its offering, emphasizing that it seeks to do this providing
information, by channeling desire, and by supplying reasons for
preferring a particular organizations offer. While writing on advertising
nature and scope, Etzel et al. (1997) succinctly.
Capture all advertising as having four features:
(i) A verbal and or visual message
(ii) A sponsor who is identified
(iii) Delivery through one or more media
(iv) Payment by the sponsor to the media carrying the message.
Summarizing the above, they conclude that advertising then consist of
all the activities involved in presenting to an audience a nonpersonal,
sponsor- identified, paid-for message about a product or organization.
Those views of Etzel et al. (1997) coincide with the simple but allembracing definitions of Davies (1998) and Arens (1996). For instance,
while Davies states that advertising is any paid form of non-personal
media presentation promoting ideas/concepts, good s or services by an
identified sponsor. Arens expressing almost the same view describes
advertising as the personal communication of information usually paid
for and usually persuasive in nature about products (goods and services)
or ideas by identified sponsors through various media. From the
foregoing, it could be concluded that the purpose of advertising is to
cerate awareness of the advertised product and provide information that
will assist the consumer to make purchase decision, the relevance of
advertising as a promotional strategy, therefore, depends on its ability to
influence consumer not only to purchase but to continue to repurchase
and eventually develop-brand loyalty. Consequently, many organizations
expend a huge amount of money on advertising and brand management.
14

A brand is a name given by a manufacturer to one (or a number) of its

products or services. Brands are used to differentiate products from their
competitors. They facilitate recognition and where customers have built
up favorable attitude towards the product, may speed the individual
buyers through the purchase decision process. Individual purchasers will
filter out un favorable or un-known brands and the continued purchase of
the branded product will reinforce the brand loyal behavior. Without
brands, consumer couldnt tell one product from another and advertising
then would be nearly impossible

Advertising is a non-personal form of promotion that is delivered through

selected media outlets that, under most circumstances, require the

15

marketer to pay for message placement. Advertising has long been

viewed as a method of mass promotion in that a single message can reach
a large number of people. But, this mass promotion approach presents
problems since many exposed to an advertising message may not be
within the marketers target market, and thus, may be an inefficient use
of promotional funds. However, this is changing as new advertising
technologies and the emergence of new media outlets offer more options
for targeted advertising. Advertising also has a history of being
considered a one-way form of marketing communication where the
message receiver (i.e., target market) is not in position to immediacy
respond to the message (e.g., seek more information). This too is
changing.

For example, in the next few years technologies will be readily available
to enable a television viewer to click a button to request more details on a
product seen on their favorite TV program. In fact, it is expected that over
the next 10-20 years advertising will move away from a one-way
communication model and become one that is highly interactive. Another
characteristic that may change as advertising evolves is the view that
advertising does not stimulate immediate demand for the product
advertised.

16

That is, customers cannot quickly purchase a product they see

advertised. But as more media outlets allow customers to interact with the
messages being delivered the ability of advertising to quickly stimulate
demand will improve.

Advertising is only one element of the promotion mix, but it often

considered prominent in the overall marketing mix design. Its high
visibility and pervasiveness made it as an important social and encomia
topic in Indian society. Promotion may be defined as the co-ordination
of all seller initiated efforts to set up channels of information and
persuasion to facilitate the scale of a good or service promotion is most
often intended to be a supporting component in a marketing mix
promotion decision must be integrated and co-ordinate with the rest of the
marketing mix, particularly marketing mix strategy. The promotion mix
consists of four basic elements.
They are Advertising

Personal selling
Sales promotion, and
Publicity

17

Advertising is the dissemination of information by non-personal means

through paid media where the source is the sponsoring organization.
A personal selling is the between audience and employees of the
sponsoring organization. The source of information is the
sponsoring organization.
Sales promotion is the dissemination of information through a
wide variety of activities other than personal selling, advertising
and publicity. Which stimulate consumer purchasing and dealer
effectiveness.
Publicity is the disseminating of information by personal or nonpersonal means and is not directly paid by the organization and the
organization is not source.

DEFINITION OF ADVERTISING

The word advertising originates from a Latin word

advertise, which means to turn to. The dictionary meaning of the term is
to give public notice or to announce publicly .Advertising may be
defined as the process of buying sponsor-identified media space or time
in order to promote a product or an idea.

18

The American Marketing Association, Chicago, has defined advertising

as any form of non-personal presentation or promotion of ideas, goods
or services, by an identified sponsor.

ORIGIN AND DEVELOPMENT OF ADVERTISING

It has been wrongly assumed that the advertising function is of recent
origin. Evidences suggest that the Romans practiced advertising; but the
earliest indication of its use in this country dates back to the middle Ages,
when the use of the surname indicated a mans occupation. The next stage
in the evolution of advertising was the use of signs as a visual expression
of the tradesmans function and a means of locating the source of goods.
This method is still in common use. The seller in primitive times relied
upon his loud voice to attract attention and inform consumers of the
availability of his services. If there were many competitors, he relied
upon his own personal magnetism to attract attention to his merchandise.
Often it became necessary for him to resort to persuasion to pinpoint the
advantages of this products. Thus, the seller was doing the complete
promotion job himself. Development of retail stores, made the traders to
be more concerned about attracting business. Informing customers of the
availability of supplies was highly important. Some types of outside
promotion were necessary. Signs on stores and in prominent places
around the city and notices in printed matters were sometimes used When
customers were finally attracted to the store and satisfied with the service
at least once, they were still subjected to competitive influences;
therefore, the merchants signs and advertisements reminded customers of
the continuing availability of his services. Sometimes traders would talk
to present and former customers in the streets, or join social organizations
in order to have continuing contacts with present and potential customers.
As the markets grew larger and the number of customers increased, the
importance of attracting them also grew. Increasing reliance was placed
19

on advertising methods of informing about the availability of the

products. These advertising methods were more economical in reaching
large numbers of consumers. While these advertising methods were
useful for informing and reminding, they could not do the whole
promotional job. They were used only to reach each consumer personally.
The merchant still used personal persuasion once the customers were
attracted to his store. The invention of hand press increased the
potentialities of advertising. By Shakespeares times, posters had made
their appearance, and assumed the function of fostering demand for
existing products. Another important event was the emergence of the
pamphlet as an advertising medium. The early examples of these
pamphlets disclose their sponsorship by companies want to generate
goodwill for their activities. The low cost of posters and handbills
encouraged a number of publishers to experiment with other methods.

Media of Advertising
Print Media

Electronic Media

1.Newspaper
2.Periodicals

1.Radio
2.Television

other Media
1.Hoardings
2.Posters

Print Media

20

Print media is a very commonly used medium of

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

Advantages
Newspaper normally have wide circulation and a single
advertisement in the newspaper can quickly reach to a large
number of people.
The cost of advertising is relatively low because of wide
publication. Generally newspapers are published daily. Thus, the
same advertisement can be repeated frequently and remind reader
everyday The matter of advertisement can be given to newspaper at
a very short notice. Are even last minute change in the content is
also possible .this makes advertising quite flexible.

Limitations
Newspaper are read soon after they are received and then are kept
generally in some corner of the houses after 24 hours we get a fresh
newspaper and this makes the life of the newspaper short.
People read newspaper mainly for news and pay casual attention to
advertisement.
Illiterate persons can not read and thus, newspaper advertising does
not benefit them.

21

b) Periodicals
Periodicals are publications which come out regularly but not on a daily
basis. These may be published on a weekly, fortnightly, monthly,
bimonthly, quarterly or even yearly basis. For example you must have
come across magazines and journals like India Today, Femina, etc. All
these periodicals have a large number of readers and thus, advertisements
published in them reach a number of people.
Advantages
Periodicals have a selected readership and so advertisers can know
about

their

target

customers

and

accordingly

selective

advertisements are given.

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

Electronic Media

This is a very popular form of advertising in the modern day

marketing. This includes Radio, television and Internet.

Radio Advertising
All of us are aware about a radio and must have heard advertisement for
various products in.it. In radio there are short breaks during transmission

22

of any programmed which is filled by advertisements of products and

services. There are also popular programmers sponsored by advertisers.

Advantages
It is more effective as people hear it on a regular basis.
It is also useful to illiterates, who can not read and write.
There are places where newspapers reading may not possible, but
you can hear radio.
For example, you can hear radio while traveling on road or working at
home; but you can not read newspaper. Similarly, while driving you can
hear a radio but cannot read a newspaper.

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

Television Advertising

23

With rapid growth of information technology and electronic

media, television has topped the list among the media of advertising. TV
has the most effective impact as it appeals to both eye and the ear.

Advantages
It is most effective as it has an audio-visual impact.
With catchy slogans, song and dance sequences, famous personalities
exhibiting products, TV advertising has a lasting impact.
With varieties of channels and programmes advertisers have a lot of
choice to select the channel and time to advertise.

With regional channels coming up any person even illiterates can

watch the advertisements and understood it by seeing and hearing.
Limitations
TV advertisements are usually expensive to prepare as well as to
telecast.
With almost every manufacturer trying to communicate their message
through TV advertising the impact among the viewers is also reducing.
Now-a-days people are switching on channels whenever there is a
commercial break.
Internet
It is the latest method of communication and gathering information.If you
have a computer and with an access to internet you can have information
from all over the world within a fraction of second. Through internet you
can go to the website of any manufacturer or service provider and gather
information. Sometimes when you do not have website addresses you
take help of search engines or portals.

Advantages

24

 Information from all over the world is made available at the

doorsteps.
User can see the advertisement at their own time and as per their
requirement.

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

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

Hoardings

While moving on roads you must have seen large

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

25

Posters

Poster are printed and posted on walls, buildings, bridges

etc to attract the attention of customers. Posters of films which are
screened on cinema halls are a common sight in our country.

Vehicular displays

You must have seen advertisements on the public

transport like buses, trains, etc. Unlike hoardings these vehicles give
mobility to advertisements and cover a large number of people.

26

What Advertisement Is?

Advertisement is a mass communicating of information

intended to persuade buyers to by products with a view to maximizing a
companys profits.

The elements of advertising are:

It is a mass communication reaching a large group of consumers.
It makes mass production possible.
It is non-personal communication, for it is not delivered by an actual
person, nor is it addressed to a specific person.
It is a commercial communication because it is used to help assure
the advertiser of a long business life with profitable sales.
Advertising can be economical, for it reaches large groups of people.
This keeps the cost per message low.
The communication is speedy, permitting an advertiser to speak to
millions of buyers in a matter of a few hours.
Advertising is identified communication. The advertiser signs his
name to his advertisement for the purpose of publicizing his identity.

27

Advertising Objectives

Each advertisement is a specific communication that must

be effective, not just for one customer, but for many target buyers. This
means that specific objectives should be set for each particular
advertisement campaign. Advertising is a form of promotion and like a
promotion; the objectives of advertising should be specific. This requires
that the target consumers should be specifically identified and that the
effect which advertising is intended to have upon the consumer should be
clearly indicated. The objectives of advertising were traditionally stated
in terms of direct sales. Now, it is to view advertising as having
communication objectives that seek to inform persuade and remind
potential customers of the worth of the product. Advertising seeks to
condition the consumer so that he/she may have a favorable reaction to
the promotional message. Advertising objectives serve as guidelines for
the planning and implementation of the entire advertising programme.

The basic objectives of an advertising programme may be

listed as below:
To stimulate sales amongst present, former and future consumers. It
involves a decision regarding the media, e.g., TV rather than print ;
To communicate with consumers. This involves decision regarding
copy;

28

 To retain the loyalty of present and former consumers. Advertising

may be used to reassure buyers that they have made the best purchase,
thus building loyalty to the brand name or the firm.
To increase support. Advertising impliedly bolsters the morale of the
sales force and of distributors, wholesalers, and retailers, ; it thus
contributes to enthusiasts and confidence attitude in the organization. :
ADVERTISING PLANNING FRAMEWORK
Plans are nothing, planning is everything.

The advertising management is mainly concerned with

planning and decision making. The advertising manager will be involved
in the development, implementation, and overall management of an
advertising plan. The development of an advertising plan essentially
requires the generation and specification of alternatives. Decision making
involves choosing from among the alternatives. The alternatives can be
various levels of expenditure, different kinds of objectives or strategy
possibilities, and kinds of options with copy creation and media choices.
Thus, the essence of planning is to find out the feasible alternatives and
reduce them to decisions. An advertising plan reflects the planning and
decision making process and the decisions that have been arrived at in a
particular product and market situation.

29

The Advertising Plan

As pointed out earlier, advertising plan and decision making focus on
three crucial areas; objectives and target selection, message strategy and
tactics, and media strategy and tactics. Let us elaborate on these points:
1. Objectives and Target Selection

Objectives in advertising can be understood in many ways.

An important part of the objective is the development of a precise,
disciplined description of the target audience. It is often tempting to direct
advertising at a broad audience; but everyone is a potential customer. It is
best to consider directing the advertising to more selected groups to
develop stimulating copy. It is quite possible to develop several
campaigns, each directed at different segments of the market, or to
develop one campaign based on multiple objectives.
2. Message Strategy and Tactics
Messages strategy must decide what the advertising is meant to
communicate by way of benefits, feelings, brand personality, or action
content. Once the content of the campaign has been decided, decisions
must be made on the best-most effective-ways of communicating that
content. The decisions, such as the choice of a spokesperson, the use of
humor or fear or other tones, and the selection of particular copy, visuals,
and layout, are what we call message tactics
30

3. Media Strategy and Tactics

Message strategy is concerned with decisions about how

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

EXTERNAL FACTORS

The external factors in the planning framework are

environmental, social and legal considerations. To a considerable extent,
these exist as constraints on the development of an advertising plan and
decision making. In developing specific advertisement, there are certain
legal constraints that must be considered. Deceptive advertising is
forbidden by law. What is deceptive is often difficult, because different
people can have different perceptions of the same advertisements. Thus,
an advertiser who attempts to provide specific, relevant information must
be well aware of what constitutes deception in a legal and ethical sense
and of other aspects of advertising regulation.
Even more difficult consideration for people involved in the advertising
effort is broad social and economic issues as stated below.

Does advertising raise prices or inhibit competition?

31

 Is the use of sex or fear appeals is appropriate? Women and minority

groups are exploited in advertising by casting them in highly stereotyped
roles.

Is it more irritating than entertaining?

Is an intrusion into an already excessively polluted environment?

Advertising directed at children.

Advertising Industry
The advertising industry consists of three principal groups:
Sponsors;
Media; and
Advertising agencies or advertising departments.
Advertising agencies are of two basic types, viz., Independent; and
House. An independent agency is a business that is free to compete for
and select its clients. A house agency is owned by its major client. A
house agency is not completely free to serve other clients. The advertising
department an integral part of the organization it serves.

The advertising agency provides for the client a minimum

of:
Media information, such as the availability of time and space
Creative skills, such as campaign planning and appeal planning
Research capabilities, such as providing brand preference data.

32

What is an Advertising Agency?

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

Advantage of Using Agencies

The marketer gains a number of benefits by employing agencies. An
agency generally has an invaluable experience in dealing with various
advertising and marketing issues.
The lessons which agency learned in working with other clients are
useful inputs for the marketer.
An agency may employ specialists in the various areas of preparation
and implementation of advertising plans and strategies.
The personnel are not members of the marketers management team.
They bring objective and unbiased viewpoints to the solution of
advertising and other marketing problems.
The discounts that the media offer to agencies are also available to
advertisers. This is a strong stimulus to them to use an agency, for the
media cost is not much affected thereby.

33

 The company normally does not have as many types of specialists

asa large or medium-sized advertising agency has because an agency can
spread the costs or its staff over many clients. It can do more for the same
amount of money.
The company can also get an objective, outside viewpoint from an
agency, assuming that the agency representatives are not acting as Yes
man in order to keep the advertisers account.
A related point is that the company can benefit from the agencys
experience with many other products and clients.
Another advantage is that agency feels a greater pressure than the
companys own department to produce effective results. The relations
between an agency and a client are very easy to terminate; but it is
difficult to get rid of an ineffective advertising department.
The manner in which agencies are compensated, the use of an
agency may not cost the advertiser a single paisa.

ADVERTISING BUDGET

The size of the advertising budget can have an impact

upon the composition of the advertising mix. In general, a limited
promotion budget may impel the management to use types of promotion

34

that would not be employed otherwise, even though they are less effective
than the others.
Industrial firms generally invest a larger proportion of their budgets in
personal selling than in advertising, while the reverse is true of most
producers of consumer goods. Organizations with small budgets may be
forced to use types of advertising that are less effective than others.
Some marketers find it necessary to restrict their efforts primarily to
personal selling and publicity. There are organizations with small
promotion budget which take the opposite course of action. They
concentrate on advertising and sales promotion, and neglect other
methods. Some marketers advertise in expensive ways (through classified
advertisement in newspapers and magazines) and spend virtually nothing
on personal selling. There is universal difficulty of relating advertising
expenditures to sales and profit results. Determining the results of
advertising and consequently the amount of money to be allocated in
advertising budget.

Are complicated by several major difficulties as follows:

The effects of external variables such as population, or income,
changes on economics conditions and competitive behavior;
Variations in the quality of advertising;

Uncertainly as to the time-lag effect of advertising; and

The effect of the firms other marketing activities, such as product

improvement and stepped-up personal selling. The above complexities
make the companies resort to more than one method of determining the
size of their advertising budget. Advertising Budget involves the
allocation of a portion of the total marketing resources to the advertising
function in a firm. The size of the budget allocation should be based on
the potential contribution that advertising can make. Advertising
35

budgeting should be based on a careful analysis of the opportunity for

using advertising.

Media Brief
Each medium has its merits and its handicaps. The
suitability and profitability of any one type varies from manufacturer to
manufacturer and may vary for a single manufacturer too. Changes are
the only rule. The buyers constitute his market; they are to receive his
advertising coverage consists of the advertisers reaching the maximum
number of these buyers include both his current and prospective
customers. The advertiser has to determine how many there are and
where they are. Then the selection process involves how to send an
effective advertising message economically to the group of buyers, the
length of the campaign period and the cost which he can afford-at a figure
which will make the advertising effort profitable.

Difficulties in Selection of Media Types

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

Reliance on a Particular type of Medium:

How much of his promotion effort should a manufacturer place in
magazines and how much on TV, how much in outdoor or point of
purchase? Which should be dominant and which are supplementary?
These factors play a key role in selection of a particular type of media.
Media costs, the costs of space and time, are the largest single expense
36

item in most advertising budgets. The selection of media types to be used

in an undertaking, therefore, deserves and even demands, the very best
thought and judgment of on the part of the top management. The points to
be considered are:
Availability: Regional markets may be so limited that national
circulation of gazines should not be used. A product may have so slight a
market that a medium such as the radio would not be indicated for use.

Se l e c t iv i t y: Some ideas demand visual presentation and others

demand oral presentation. The radio cannot accommodate stories

requiring a physical form, and outdoor advertising cannot accommodate
long stories.

Co mp et i t io n: is a matter which the advertiser cannot ignore.

Acompany may select media types not used by its competitors, based on
distinctiveness and domination.

Selection of Individual Media

Selection of individual media to carry advertising requires the
consideration of the points like circulation; the quality and quantity of a
mediums circulation, Prestige, Influence, Readership, etc.

Duplication

An advertiser must have coverage or else his message

will not reach as many buyers as he must reach. As an advertiser adds

37

magazine after magazine to his list to increase his coverage; he finds

duplication inevitable. One way of averting duplication is to use only one
of the magazines; another is to run a different advertisement. The
duplication limits an advertisers coverage. The points in favour of
duplication are repetition and frequency.

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

Size of advertisement
The size of advertisement influences the frequency. The size of an
advertisement can be derived if the advertiser:-

38

 Determines the size of the advertising fund,

Decides the numbers of individual media to be used, and
Decides the number of advertisements to appear during the
advertising period.
The purpose of the advertisement may be the strongest influence in
determining its size; a large space is used to announce, a small space is
used to remain. The amount of copy, the number of products included in
one advertisement and the illustration needs of the advertisement all help
to determine size. Salesmen and dealers may also decide how large
advertisements should be.

Colour

Colour is a factor which influences frequency. Colour

influences the size of the advertisement and size in turn determines
frequency. Colour commands a premium price.

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

Positioning

39

It involves the development of a marketing strategy for a

particular segment of the market. It is primarily applicable to products
that are not leaders in the field. These products are more successful if
they concentrate on specific market segments than if they attack dominant
brands. It is best accomplished through an advertising strategy, or theme,
which positions advertisements in specified market segments
To project an image. Advertising is used to promote an overall image
of respect and trust for an organization. This message is aimed not only at
consumers, but also at the government, shareholders, and the general
public.
.

Perhaps the most distinctive skill of professional marketers is

their ability to create, maintain, protect, and enhance brands. The
American Marketing Association defines a brand as follows: A Brand is
a name, term, sign, symbol, or design, or a combination of them, intended
to identify the goods or services of one seller or group of sellers and the
differentiate them from those of competitors. In essence, a brand
40

identifies the seller or marker. It can be name, trademark, logo, or other

symbol.

Under trademark law, the seller is granted exclusive rights to the use of
the brand name in perpetuity. Brands differ from other assets such as
patents and copyrights, which have expiration dates. A brand is
essentially a sellers promise to deliver a specific set of features, benefits,
and services consistently to the buyers. The best brands convey a
warranty of quality. But a brand is an even more complex symbol. It can
convey up to six levels of meaning:

Attributes:

a brand brings to mind certain attributes.

Mercedes suggest expensive, well-built, well-engineered, durable, highprestige .

Benefits:

attributes must be translated into functional and

emotional benefits. The attribute durable could translate into the

functional benefit. The attribute expensive translates into the emotional
benefit.

Culture: the brand may represent a certain culture. The

Mercedes represents German culture: organized, efficient, high quality.

41

Personality: the brand can project a certain personality.

Mercedes may suggest a no-nonsense boss (person), a reigning lion
(animal), or an austere palace (object)

User: the brand suggests the kind if consumer who buys or

uses the product. We would expect to see a 55-year-old top executive
behind the wheel of Mercedes, not a 20-year- old secretary. If a company
treats a brand only a name, it misses the point. The branding challenge is
to develop a deep set of positive associations of the brand. Marketers
must decide at which level(s) to anchor the brands identity. One mistake
would be to promote only attributes. First, the buyer is not as interested in
attributes as in benefits. Second, competitors can easily copy attributes.

Third, the current attributes may become less

desirable later.

Promoting the brand only on one benefit can also be risky. Suppose
Mercedes touts its main benefit as high performance. Then several
competitive brands emerge with high performance as compared to other
benefits. Mercedes needs the freedom to maneuver into a new benefit
positioning.

From consumers point of view:

Identification of source of product

42

 Assignment of responsibility to product maker

Risk reducer
Search cost reducer
Promise, bond, or pact with maker of product
Symbolic device
Signal of quality

Brands identify the source or maker of a product and allow consumers to

assign responsibility to a particular manufacturer. From an economic
perspective, brands allow consumers to lower search costs for products
both internally and externally.
Consumers offer their trust and loyalty with the implicit understanding
that the brand will behave in certain ways and provide them utility
through consistent product performance and appropriate pricing,
promotion, and distribution programs and actions. Brands can serve as
symbolic devices, allowing consumers to project their self-image.
Certain brads are associated with being used by certain types of people
and thus reflect different values or traits. Researched have classified
products and their associated attributes into three major Final Assignment
Brand Management categories: search goods, experience goods and
credence goods. There is difficulty in assessing and interpreting product
attributes and benefits so with experience and credence goods, brands
may be particularly important signals of quality. Brands can reduce the
risk in product decisions. These risks involve functional, physical,
financial, social psychological and time risk.
43

From manufacturers point of view:

Means of identification to simplify handling

Means of legally protecting unique features

Signal of quality level to satisfied customers

Means of endowing products with unique
associations
Source of competitive advantage
Source of financial returns
Brands help manufacturers to organize inventory and accounting records.
A brand also offers the firm legal protection for unique features of the
product. A brand can retain intellectual property rights, giving legal title
to the brand owner. Brands can signal a certain level of quality so that
satisfied buyers can easily choose the product again. This brand loyalty
provides predictability and security of demand for the firm and creates
barriers of entry that make it difficult for other firms to enter the market.

BRAND AWARENESS

Whether it is a serial in a regional satellite channel or a

One Day International cricket match, there is a non-stop stream of
advertisements, which clutter the commercial break. Well-established
brands attempt to sustain brand recall while new ones try appealing to
prospective consumers to get into their `consideration set. There are ads
for children, housewives and youth. With advertising expenditure in the

44

order of Rs. 8000 Crores per annum in the recent times and the
proliferation of brands across categories, there is a strong need to
consider the effectiveness of these advertisements. The idea is not to
cease advertising but to consider how considering decisions would

have to be considered with non-advertising alternatives. These nonadvertising alternatives may also enable a brand to create and sustain
consistent associations, which may be desirable in terms of long-term
implications. A contemporary approach that creates a synergy between
various aspects of a promotional mix (advertising included) provides a
refreshing approach towards marketing communications. There may be
several objectives of advertising and a promotional mix could be used in
an innovative manner to address each of these objectives depending on
the product category and target segment.

Brand Knowledge
Brand knowledge refers to brand awareness (whether and when
consumers know the brand) and brand image (what associations
consumers have with the brand). The different dimensions of brand
knowledge can be classified in a pyramid (adapted from Keller 2001).

45

which each lower-level element provides the foundations of

the higher-level element. In other words, brand attachment stems from
rational and emotional brand evaluations, which derive from functional
and emotional brand associations, which require brand awareness. Brand
knowledge measures are sometimes called customer mindset measures
because they capture how the brand is perceived in the customers mind.

The Brand Knowledge Pyramid

46

Brand awareness measures the accessibility of the brand in memory.

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

Brand Recognition
Brand recognition reflects the ability of consumers to confirm prior
exposure to the brand (i.e., recognize that it is an old brand that they
have seen before and not a new brand that they are seeing for the first
time).

Ina recognition task, consumers see a stimulus (e.g., an ad for

the brand, a brand name) and must say whether they have seen it before
(e.g., last night on television, in magazine X, etc.).
It is important to make the task as realistic as possible by allowing only a
short amount of time to answer the recognition question and by using
realistic stimuli and context. If you want to use recognition as a measure
of the performance of different marketing decisions (say, different logos
or ads), you should expose one group to one version of the target stimulus
and another group to the other version of the target stimulus. However, to
make the task more realistic, both groups should also be exposed to other

47

stimuli (e.g., competitors' brands). In a second step, people see the old
stimuli again, along with completely new ones, and are asked to decide if
each stimulus is old or new (i.e., if they have seen them before or
not).

Brand Image

Brand image is defined as consumer perceptions of a brand

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

Brand preference

48

People begin to develop preferences at a very early age.

Within any product category, most consumers have a group of brands that
comprise their preference set. These are the four or five up market brands
the consumer will consider when making a purchase. When building
preference, the goal is to first get on the consumers preference sets, and
then to move up the sets hierarchy to become the brand consumers prefer
the most their up market brand. Gaining and maintaining consumer
preference is a battle that is never really won. In every product category,
consumers have more choices, more information and higher expectations
than ever before. To move consumers from trial to preference, brands

need to deliver on their value

proposition, as well as dislodge

someone else from the consumer's existing preference set.

Preference is a scale, and brands move up, down and even off that scale
with and without a vigilant brand management strategy. Pricing,
promotional deals and product availability all have tremendous impact on
the position of our brand in the consumers preference set. If all things are
equal, the best defense is to make us more relevant to
consumers than the competition. The brands potential can only be
fulfilled by continually reinforcing its perceived quality, up market
identity and relevance to the consumer. The same branding activities that
drive awareness also drive preference. And, while awareness alone will
not sustain preference, it will improve the brands potential for building
and maintaining preference. With a great story and a large enough

49

investment, awareness can be attained rather quickly. It takes time,

however, and constant revaluation to build brand preference. Aristotle
professed, We are what we repeatedly do. Excellence then is not an act
but a habit. Attaining and sustaining preference is an important step on
the road to gaining brand loyalty. The ability to generate more revenue,
gain greater market share and beat off the competition is the reward given
by consumer toward particular brand.
Brand preference is the Selective demand for a company's brand rather
than a product; the degree to which consumers prefer one brand over
another. In an attempt to build brand preference advertising, the
advertising must persuade a target audience to consider the advantages of
a brand, often by building its reputation as a long-established and trusted
name in the industry. If the advertising is successful, the target customer
will choose the particular brand over other brands in any category.

This brings us to the question of why people prefer one

brand over another. Some people like smoking Marlboro, while others
prefer Camel or Winston. Is this because they have tried all cigarette
brands before they chose one for them?

The reality is that different kinds of products have different

images appealing to different people.
Other than the addition of television and the Internet as highly effective
media, there have been few changes in advertising since its birth. Yet the
mysteries about what is good or bad advertising prevail. The truth is

50

that if your ads do not change brand preference, they are not doing their
job.

If they do change brand preference, people will be three times

more likely to purchase your product. The point to reiterate is that simply
getting someone to remember your ad will not change whether or not they
buy your product.

Basic communications model for development of

brand preference

51

To better understand the process of brand preference, let's first look at a

basic communications model. The five components of this model are
sender, medium, filter, receiver, and feedback. On a daily basis, we are
exposed to messages (sender/medium) via our radio, television,
billboards, Internet, mail, and word-of-mouth. Although these messages
are pervasive, we continually screen out (perceptual screen) or ignore
content that has little or no relevance to us. All messages are coded
patterns and sensations colours, sounds, odours, shapes, etc. Those
messages deemed recognizable, or a basis for a relationship, are decoded
and stored in our memory (filter/screen).

A successful convergence between sender and receiver

will result in some type of response to a brand's compelling message
(feedback). Stored experiences in our long-term memory are connected

through a series of nodes and networks. Consumer prefer particular brand

because they find it easier to interpret what benefits brand offers feel
more confident of it and get more satisfaction from using it . Because of
such consumer preference, the brand can charge a higher price, command
more loyalty, and run more efficient marketing programmers .The brand
preference therefore command a higher asset value.

Brand Preference choice criteria

There are six criteria choose brand preference. The first three element
categorized as Brand building in terms of how brand preference can be

52

built up. And last three elements are known as defensive because it
preserved in the face of different opportunity or different brands available
in market.

Memorable: How easily particular brand are recalled?

Meaningful: To what extent particular brand prefer in
corresponding
category? Does it suggest something about a product ingredient or
the type of person who might use the brand?

Likeability: How aesthetically appealing do customer finds the

brand
element? Is it inherently likeable visually, verbally and in other ways?
Transferable: Can the brand element be used to introduce in new
product in the same or different categories?
Adaptable: How adaptable and updatable is the brand element?

Protectable: How legally protectable is the brand element? How

comparatively protectable?

Brand Endorsement by Celebrities

The motif behind total branding may be decocted as an
attempt to amalgamate diverse activities to win customer preference. The
crescendo of celebrities endorsing brands has been steadily increasing
over the past years. Marketers overtly acknowledge the power of
celebrities in influencing consumer-purchasing decisions. It is a
ubiquitously accepted fact that celebrity endorsement can bestow upon a
product special attributes it might not otherwise have. But everything is
not honky- dory; celebrities are after all mere mortals made of flesh and

53

blood like us. If a celebrity can aggrandize the merits of a brand, he or

she can also exacerbate the image of a brand.

If I may take the liberty of rephrasing Aristotles quote on anger, "Any

brand can get a celebrity. That is easy. But getting a celebrity consistent
with the right brand, to the right degree, at the right time, for the right
purpose and in the right way... that is not easy." Celebrity endorsements
are impelled by virtue of the following motives: -

Instant Brand Awareness and Recall

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

54

Successful Celebrity Endorsements for a Brand - An Indian

Perspective

The latter part of the '80s saw the burgeoning of a new trend
in India - brands started being endorsed by celebrities. Hindi film and TV
stars as well as sports-persons were roped in to endorse prominent brands.
Advertisements featuring stars like Tabassum (Prestige Pressure Cooker),
Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil
Gavaskar (Dinesh Suitings) became common. Of course, probably the
first ad to cash in on star power in a strategic, long-term, mission
statement kind of way was for Lux soap, a brand which has, perhaps as a
result of this, been among the top three in the country for much of its
life-time. We had the Shah Rukh-Santro campaign with the objective of
mitigating the impediment that an unknown Korean brand faced in the
Indian market. The objective was to garner faster brand recognition,
association and emotional unity with the target group. Similarly,

when S. Kumar's used Hrithik Roshan, then the hottest

advertising icon for their launch advertising for Tamarind, they reckoned
they spent 40-50 per cent less on media due to the sheer impact of using

55

Hrithik. Ad recall was as high Witness the spectacular rise of Sania Mirza
and Irfan Pathan in endorsements in a matter of a few months.

Advantages of a Celebrity Endorsing a Brand

Establishment of Credibility: Approval of a brand by a star fosters a

sense of trust for that brand among the target audience - this is especially
true in case of new products
Ensured Attention: Celebrities ensure attention of the target group by
breaking the clutter of advertisements and making the ad and the brand
more noticeable.

PR Coverage: This is another reason for using celebrities. Managers

perceive celebrities as topical, which create high PR coverage.

Higher Degree of Recall: People tend to commensurate the

personalities of the celebrity with the brand, thereby, increasing the recall
value.

56

Associative Benefit: A celebritys preference for a brand

gives out a persuasive message - because the celebrity is benefiting from
the brand, the consumer will also benefit.
Mitigating a Tarnished Image : Cadbury India wanted to restore the
consumer's confidence in its chocolate brands following the high-pitch
worms controversy; so the company appointed Amitabh Bachchan for
the job. It helps to reform the companys image.
.

Psychographic Connect: Celebrities are loved and

adored by their fans and advertisers use stars to capitalise on these
feelings to sway the fans towards their brand.
Demographic Connect: Different stars appeal differently to various
demographic segments (age, gender, class, geography, etc.).
Mass Appeal: Some stars have a universal appeal and, therefore, prove
to be a good bet to generate interest among the masses.
Rejuvenating a Stagnant Brand: With the objective of infusing
fresh life into a stagnant brand celebrities are used.
Disadvantages of a Celebrity Endorsing a Brand
The celebrity approach has a few serious risks: -

57

Reputation of the Celebrity may Derogate after

he/she has endorsed the Product: The behaviour of the celebrities
reflect on the brand, celebrity endorsers may at times become liabilities to
the brands they endorse.

The Vampire Effect: This terminology pertains to the issue of

a celebrity overshadowing the brand. If there is no congruency between
the celebrity and the brand, then the audience will remember the celebrity
and not the brand.

Inconsistency in the Professional Popularity of the

Celebrity: The celebrity may lose his or her popularity due to some lapse
in professional performances.

Multi Brand Endorsements by the Same Celebrity

would Lead to Over-exposure: The novelty of a celebrity endorsement
gets diluted if he does too many advertisements. This maybe termed as
commoditization of celebrities, who are willing to endorse anything for
big bucks.

58

Mismatch between the Celebrity and the Image of the

Brand: Celebrities manifest a certain persona for the audience. It is of
paramount importance that there is an egalitarian congruency between the
persona of the celebrity and the image of the brand. Each celebrity
potrays a broad range of meanings, involving a specific personality and
lifestyle Despite the obvious economic advantage of using relatively
unknown personalities as endorsers in advertising campaigns, the choice
of celebrities to fulfill that role has become common practice for brands
competing in today's cluttered media environment.

Influence of advertising on consumers brand preference

The essence of being in business by any business outfits is

to produce for sales and profits. In order to remain in business an
organization must generate enough sales from its products to cover
operating costs and post reasonable profits. For many organizations, sales
estimate is the starting point in budgeting or profit planning.

It is so because it must be determined, in most cases, before

production units could be arrived at while production units will in turn
affect material purchases. However, taking decision on sales is the most
difficult tasks facing many business executives.

59

This is because it is difficult to predict, estimate or determine

with accuracy, potential customers demands as they are uncontrollable
factors external to an organization. Considering, therefore, the importance
of sales on business survival and the connection between customers and
sales, it is expedient for organizations to engage in programmes that can
influence consumers decision to purchase its products. This is where
advertising and brand management are relevant. Advertising is a subset of
promotion mix which is one of the 4ps in the marketing mix i.e product,
price, place and promotion. As a promotional strategy, advertising serve
as a major tool in creating product awareness and condition the mind of a
potential consumer to take eventual purchase decision. When competition
is keen and the consumers are faced with brand choice in the market, it
becomes imperative for the manufacturers to understand the major factors
that can attract the attention of buyers to his own brand.

Major tools companies use to direct persuasive communications to target

buyers and public noting that it consists of non- personal forms of
communication conducted through paid media under clear sponsorship.
According to him, the purpose of advertising is to
enhance potential buyers responses to the organization and its offering,
emphasizing that it seeks to do this providing information, by
channeling desire, and by supplying reasons for preferring a particular
organizations offer. From the foregoing, it could be concluded that the
purpose of advertising is to cerate awareness of the advertised product
60

and provide information that will assist the consumer to make purchase
decision, the relevance of advertising as a promotional strategy, therefore,
depends on its ability to influence consumer not only to purchase but to
continue

to

repurchase

and

eventually

develop-brand

loyalty.

Consequently, many organizations expend a huge amount of money on

advertising and brand management. A brand is a name given by a
manufacturer to one (or a number) of its products or services. Brands are
used to differentiate products from their competitors. They facilitate
recognition and where customers have built up favorable attitude towards
the product, may speed the individual buyers through the purchase
decision process. Individual purchasers will filter out unfavorable or unknown brands and the continued purchase of the branded product will
reinforce the brand loyal behaviour. Without brands, consumer couldnt
tell one product from another and advertising then would be nearly
impossible. Advertisers primary mission is to reach prospective
customers and influence their awareness, attitudes and buying behaviour.
They spend a lot of money to keep individuals (markets) interested in
their products.

To succeed, they need to understand what makes potential

customers behave the way they do. The advertisers goals is to get enough
relevant market data to develop accurate profiles of buyers-to-find the
common group (and symbols) for communications this involves the study
of consumers behaviour: the mental and emotional processes and the
physical activities of people who purchase and use goods and services
tosatisfy particular needs and wants.

61

It tries to determine the factors that influence consumer

behaviour, especially the economic, social and psychological aspects
which can indicate the most favoured marketing mix that management
should select. Consumer behaviour analysis helps to determine the
direction that consumer behaviour is likely to make and to give preferred
trends

in

product

development,

attributes

of

the

alternative

communication method etc.

Consumer behaviours analysis

views the consumer as another

variable in the marketing sequence, a variable that cannot be controlled

and that will interprete the product or service not only in terms of the
physical characteristics, but in the context of this image according to the
social and psychological makeup of that individual consumer (or group of
consumers). Advertising helps in projecting product quality and value
before the consumers. Advertising has a major influence on consumers
preference and it has, in no small measure, contributed to its success. The
same thing goes for its quality. The stage a product is in its life cycle is
very important to a marketer as it help in determining the type of
marketing strategies to be embarked upon in respect of the said product.

62

ADVERTISING RESEARCH
Advertising research is a branch of marketing research, and is both a sort
of insurance to avoid wasting money on in effective advertising and a
means of monitoring the effectiveness of a campaign while it is running
and after the campaign has ended. It is also possible and advantageous to
ling advertising research with other forms of marketing research which
the company is undertaking. Today the advertisers have the benefits of
many sorts of research, and they are usually recommended and
commissioned by an advertising agency. In fact, in its own interest a good
advertising agency may insist on the use of research to ensure that it
produces and conducts successful advertising.
The advertising research is applications of marketing research aimed at
the measurement of advertising effectiveness and improves advertising
efficiency. The primary aim of advertising is to sell an idea, goods or
services whereas the ultimate goal of research is to measure the impact of
advertising on sales of that idea, good or service.
Research is not confined to testing creativity. There is a wealth of
independently researched statistical information on sales, readership and
audience figures regarding all the principle media so that the most
economic media can be used. In addition to this it is possible to control
the duration of appearance of an advertisement by assessing when enough
people have had the opportunity to see the advertisement a sufficient
number of times. This is in line with the IPA definition of advertising
which refers to presenting the most persuasive selling message to the
right prospects for the product or service at the lowest possible cost.

63

Importance of advertising research

Advertising deals with many imponderables. Its aim is to

influence the minds and emotions of millions of prospective buyers. It is
a mass demand creation device, so its message must be standardized.
Furthermore, conditions in the market are constantly changing. It is also
expensive and highly competitive. In view of the many difficult problems
which overwhelmed advertising a great deal of attention is devoted to the
development of research techniques to provide better knowledge on
which to base advertising decisions. The two areas are embracing the
most pressing problems are those of advertising copy and advertising
media. The ethics and effectiveness of advertising are highly
controversial subjects. Measuring of advertising effectiveness poses many
challenging questions to those who create, sell and utilize advertisements.
It is a widely accepted fact that advertising is a great force linking the
producer and the consumer. The need of research in advertising is also
significant because a tremendously large number of people are dependent
for their earnings from this area.
MEDIA RESEARCH
Media selection is finding the most cost effective media to deliver the
desired number and type of exposures to the target audience. The media
planner has to know the capacity of the major media types to deliver
reach, frequency and impact. The major media types are T.V., newspaper,
radio, magazines or journals etc.
PRINT MEDIA
For many years advertisers have not been satisfied with circulation data
as the sole yardstick for buying advertising media. It has been clearly
64

demonstrated that the number of readers of a given copy of a publication

not only significantly exceeds circulation but also varies from gross
circulation figures as between various publications. An increasing amount
of research has been applied in resent years to the measurement of actual
reading audiences. Techniques for measuring reading audiences are now
sufficiently perfected so that these data are generally accepted and widely
employed. Newspapers and magazines are the most common types of
print media. As the media circulation increases so, does the attractiveness
of a newspaper or magazine to an advertiser, and the medium may raise
the advertising rates. The best way to measure a publications is through
measuring its readership or total audience. Media buyers need to know
the accurate circulation and readership figures to compare costs among
various publications that reach similar audiences.
BROADCAST MEDIA
The most extensive research in connection with broadcasting media is the
measurement of listening and viewing audiences. The following methods
are commonly employed.

The recall method:

The recall method obtains its data through listener surveys in which the
respondent is asked to report the television and radio programs he heard
during a specified period of time previous to the interview.

The diary method:

In the coincidental diary method a form listing broadcasting stations and
time periods is left with the respondent, who makes notations of
programs received. The diaries are usually designed so that they can be
attached to the radio or television set for convenient recording. The chief
advantage of this method is that the respondent records his listening or
viewing at the time, thus eliminating the burden on memory. It also has

65

the advantage of making it possible to obtain classification data regarding

the listener or viewer.

The coincidental method:

In this method investigators call telephone subscribers according to a
predetermined sampling pattern. It provides more accurate data than other
survey methods, since it eliminates the necessity for memory or entries in
a diary. Also it is based on a report of actual viewing or listening rather
than mechanical evidence that the radio set was operating.

The audiometer method:

The audiometer is attached to TV or radio sets at random in the homes of
potential consumers. The device maintains on a magnetic tape a
continuous record of the set in usage channel on and the station channel
to which tuned. Its advantage is that with the aid of audiometer one can
accurately measure the set in use from a valid sample. Its disadvantage is
that it does not indicate who is watching the set or listening to a radio set.
It only records whether the set is tuned on to a particular channel or
station. It tells nothing about the audience presence and their behavior.
Advertising research is not conducted much in India. This is because
Indian companies are not much aware of the techniques of its research
and the benefit they can get out of this activity. Of late, they are now
spending huge amount on advertisements released in various media. But
they do not initiate to find whether expenditure made by them is bringing
some worthwhile results in the form of increased sales and profits. If yes,
to what extent the increase in sales is due to advertising. Because the
increase in sales is due to other factors operating in the market place.
Therefore, it is the high time that the Indian business organizations
understand the importance of advertising and measure its effectiveness.
For any firm incurring expenditure on advertising, it is essential that

66

some percentage of the advertising budget should be embarked for the

advertising research .

Impact of colour on customers brand preference

Color is part of our daily

lives. People use colors to express themselves and their emotions, to
adapt to weather conditions (e.g., dark colors are used in winter to absorb
the heat better while light colors are used in the summer to stay fresh),
and also to simply help themselves feel confident with their bodies and
appearance.

Research indicates that over 80% of visual information is related to

color: i.e., color conveys information. It identifies a product or a
company, as well as the quality of the merchandise and much more .
Color can influence consumers purchase decisions, how they see things,
their emotions, and thus it is integral to marketing. Color photographs are
commonly used in ads because they are thought to have superior attention
getting properties.
67

For this reason, it is extremely important to understand

how color affects attitudes, beliefs, and feelings. Marketers can then
apply such knowledge to develop effective promotional strategies and
tactics.

For instance, a package can be designed to appear taller

or shorter: e.g., light-colored packaging may make a package appear
larger, whereas darker colors may minimize the perceived size . The right
colors communicate meaning and please the eye, whereas the wrong
colors can be unpleasant and even unsettling. As a marketing tool, color
can also be a subliminally persuasive force.

As a functional component of human vision, color can

capture attention, relax or irritate the eyes, and affect the legibility of text.
All things considered, the right colors empower and contribute to the
success of an advertising campaign, a product, a service, or even an
interior space.

In contrast, using the wrong colors can be a costly mistake.

Colors can also influence customers emotions, positively or negatively.
Previous research has shown a consistent association of colors with
certain feelings
68

Impact of Packaging Requirements of good packaging

Functional - effectively contain and protect the contents
Provide convenience during distribution, sale, opening, use, reuse,
be environmentally responsible
Be cost effective
Appropriately designed for target market
Eye-catching (particularly for retail/consumer Sales)
Communicate attributes and recommended use of the product and
package
Compliant

with retailers' requirements

Promotes image of enterprise

Distinguishable from competitors' products
Meet legal requirements for product and Packaging
Point of difference in service and supply of Product.
For a perfect product, perfect colour.
Forms of packaging
Specialty packaging emphasizes the elegant character of the
product
Packaging for double-use
Combination packaging two or more products packaged in the
Kaleidoscopic packaging packaging changes continually to
reflect a series or particular theme
69

 Packaging for immediate consumption to be thrown away after

use
Packaging for resale packed, into appropriate quantities, for the
retailer or wholesaler.
Trademarks

Significance of a trademark
Distinguishes one company's goods from those of
another
Serves as advertisement for quality
Protects both consumers and manufacturers
Used in displays and advertising campaigns

70

Age group of respondents.

AGE GROUP OF RESPONDENTS
20-25
26-30
31-35
36-40
41-45

NO. OF RESPONDENTS
50
42
22
29
7

Figure 1. Survey Report

Inference:
The survey conducted shows that most of the respondents were of the age
group of 20-25 years and the least respondents were of 41-45 years.

71

1. Respondents of different gender.

RESPONDENTS
MALE
FEMALE

NO. OF RESPONDENTS
86
64

Figure 2.Survey Report

Inference :
This chart shows that mostly the male are more interested in branded
products than the female category.

72

3. Which are the favourite brands?

FAVOURITE BRANDS
LEVIS
PEPE JEANS
WEST SIDE

NO. OF RESPONDENTS
40
13
12

ADIDAS
NIKE
SONY
REEBOK

28
16
16
15

Figure 3.Survey Report

Inference:
73

In this chart it is clear that the most liked brand is Levis followed by
Adidas which are both apparel companies.

4. Why the brands are preferred by the respondents?

PREFERENCE CRITERIA
QUALITY
COMFORTABLE
STYLISH
RELIABLE
FEATURES

NO. OF RESPONDENTS
62
42
23
16
7

Figure 4.Survey Report

Inference:
The brands like Levis and Adidas and many more are liked by the
respondents because of the good quality which shows a percentage of 41
74

and comfortable which has a percentage of 28.The brands are even liked
because they are stylish, reliable and because of its features.

5. From where you get the information about these brands?

INFORMATION SOURCE
NEWSPAPERS
TELEVISION
RADIO
INTERNET
HOARDINGS
WORD OF MOUTH

NO. OF RESPONDENTS
32
66
6
10
11
25

Figure 5.Survey Report

Inference:

75

The respondents said that they got the information of these brands from
different media like television, newspaper, radio and word of mouth etc.
according to the survey television has given information to 44%
respondents, newspaper to 215, through word of mouth to 17%
respondents, from radio to 4% internet 7% and last hoardings to 7% of
respondents. This shows that a television creates more impact on
customer.

6. If you are searching for information of a brand which

media will you look for?
MEDIA PREFERENCE
PRINT MEDIA
ELECTRONIC MEDIA
OTHER MEDIA
WORD OF MOUTH

NO. OF RESPONDENTS
25
79
17
29

Figure 6.Survey Report

Inference
76

In this chart the respondents have said about their preference of media to
get information about their brands 53% have said that they prefer
electronic media like television, internet 17% have voted for print media
like newspaper, magazines 19% said that they go with word of mouth
from friends, family, relatives, etc. and 11% choose other media.

7. Do you rely on advertisement?

DO YOU RELY ON
ADVERTISEMENT
YES
NO
SOMETIMES
RARELY

NO. OF RESPONDENTS
58
24
56
12

77

Figure7.Survey Report
Inference
The respondents were asked whether they believe on advertisements.39%
said that they rely on advertisements and utilize theinformationgiven,16%
said that they do not believe,37% said that they sometmes believe if they
find the information rational, and 8% rarely believe.

8. Do you change your perception of a product by just seeing

the advertisement?
CHANGE OF PERCEPTION
DUE TO ADVERTISEMENT

NO. OF RESPONDENTS

YES
NO
SOMETIMES
RARELY

21
52
59
18

78

Figure 8.Survey Report

Inference
In this chart respondents were asked if they change they thinking about a
product after seeing advertisement 14% said that it is rarely that change
their perception after seeing an advertisement.

9. Do you think advertisement is necessary for your decision

making?
NECESSITY OF
ADVERTISEMENT IN
DECISION MAKING

NO. OF RESPONDENTS

ALWAYS NECESSARY

36

SOMETIMES NECESSARY
NOT NECESSARY

88
26

79

Figure 9.Survey Report

Inference
In the survey respondents were asked how much they feel advertisement
is necessary in their decisin making 24% said that it is always necessary
in decision making, 59% said that advertisement sometimes plays a
necessary part when they take a decision, and 17% said that
advertisement is not necessary in decision making .

10. What are the factors which influence your decision

making process?

FACTORS INFLUENCE
DECISION MAKING PROCESS
PRODUCT FEATURES
ADVERTISEMENT
COST
OPINION OF FRIENDS
OTHERS

NO. OF RESPONDENTS
55
29
37
20
9

80

Figure 10.Survey Report

Inference
This chart shows what are the factors considering which a respondent will
be influenced to decide to buy a product.37% said that the features of the
product will influence them,19% said that advertisement will influence
them to decide as they will get lots of formation about the product,25%
said that the cost of the product makes them decide to buy a product,13%
said that they will go by the opinion of friends and rest 6% said that there
may be other factors which will influence them to decide

11. What do you look for in an advertisement?

WHAT YOU LOOK FOR IN AN

ADVERTISEMENT
PRICE
BENEFITS
BRAND ENDORSERS
OFFERS
QUALITY

NO. OF RESPONDENTS
59
32
20
18
21

81

Figure 11.Survey Report

Inference
In the survey the respondents were asked what are the apspect that they
see in anad..40% said that they see the price,21% said that they see that
benefits shown in thaad.,13% see the brand endorsers,12% see the offers
given and 14% see the quality tp of the product shown in the ad. This
shows that in larger amount customers see the price aspect when they see
an ad .

12. Do you purchase a product just because your favorites

celebrity is endorsing it?
DO IT YOU PURCHASE A
PRODUCT BECAUSE YOUR
FAVOURITE CELEBRITY IS
ENDORSING

NO. OF RESPONDENTS

YES
NO
SOMETIMES

72
50
28

82

Figure12. Survey Report

Inference
In this chart the question asked to the respondents was if they purchase a
product because their favorite celebrity is endorsing a particular product.

13. Do you purchase a product just by getting attracted to

the product?
DO YOU PURCHASE BY
GETTING ATTRACTED TO
THE PRODUCT

NO. OF RESPONDENTS

YES
NO
SOMETIMES
RARELY

45
29
60
16

83

Figure13.Survey Report
Inference
According to the survey the 30% respondent said that they buy a product
by getting attracted to it,19% said that they do not buy by getting
attracted ,40% said that sometimes by getting at traced they buy the
product and 11% said that rarely the get attracted and purchase a product.

14. What are the factors in an advertisement which will

make you change your brand loyalty?
FACTORS WHICH CHANGE
BRAND LOYALTY
BENEFITS
VALUE FOR MONEY
NEW FEATURES
DISCOUNT
WORD OF MOUTH

NO. OF RESPONDENTS
35
50
28
19
18

84

Figure 14.Survey Report

Inference
The respondents were asked what are the reasons which will make them
change their brand loyalty.23% said that the benefits of another product
may make them change their brand loyalty,33% said that the value for
money may make them change,19% said that new features in another
product may compel them,13% said discounts offered by another brands
may make them switchers, and last word of mouth from friends and
family may make them like another brand.

15. If you hear the name of a brand through advertisement

what do you recall?
WHAT YOU RECALL FROM
ADVERTISEMENT
MUSIC
TAG LINE
ENDORSERS
PRODUCT

NO. OF RESPONDENTS
56
27
21
26

85

Figure 15.Survey Report

Inference
The respondents were asked what they can recall after they see or hear an
ad..38% of the respondents said that they can recall the music which was
played in the ad.,18%can remember the tag line,14% they remember the
brand endorser, 17% can recall only the product and 13 % they recall the
benefits that were shown in the ad. This makes it clearly evident that
music in an ad. makes it possible for consumers to recall the particular
brand.

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

advertisement?
WHAT SHOULD BE
HIGHLIGHTED IN AN
ADVERTYISEMENT
BENEFITS
TAG LINE

NO. OF RESPONDENTS

BRAND NAME

26

35
45

86

COMPANY NAME
ENDORSERS
PRODUCT FEATURES

18
12
14

Figure 16.Survey Report

Inference
Through this chart it is shown what are the things that should be given
more priority in an ad..23% of the respondents said that the benefits of a
product should be highlighted,30% said that the tag line should be
highlighted so that the customers can recall and their brand preference
will increase,17% said that the a brand name should be highlighted,12%
said that company name should be given more priority,8% said that
endorsers should be brought in the lime light, and rest 10% said that the
features of the product should be highlighted. From this survey we can
say that ,tag line of a brand should be brought in lime light so that brand
preference of that particular product will increase.

87

17. If a product is misinterpreted by your friend would you

believe him or go on with your own view?
WHAT YOU DO IF A
PRODUCT IS MIS
INTERPRETED
BELIEVE MY FRIEND
GO WITH MY VIEW
REFER ADVERISEMENT

NO. OF RESPONDENTS

39
63
29

88

REFER INTERNET

19

Figure 17.Survey Report.

Inference
The respondents were asked if their friend mis interprets a product what
they willdo.26% said that they will believe their friend and go with the
product,42% said that they will analyze and go with their own view,19%
said that they will refert advertisement and rest 13% will refer internet to
get the correct information. This shows that customers are very conscious
about a product and they will evaluate themselves and buy a product.

18. Do you prefer going to any store just by seeing the offers
on hoardings and banners?
DO YOU GO TO STORES BY
SEEING HOARDINGS AND
BANNERS
YES
NO
SOMETIMES
RARELY

NO. OF RESPONDENTS

75
22
38
15

89

Figure 18.Survey Report

Inference
The responders were asked if the go to stores by seeing the hoardings and
banners 50% of the respondents said that the see the banners and
hoarding 255 said sometimes they do and 105 said that it rarely happens
that they see and go to shop. Through this we come to know that that
banners and hoarding showing that product with its othe5r facets create
brand awareness and also induces brands preference.

19. After you experience any product do you convey the

message to others (positive\negative)?
DO YOU CONVEY
MESSAGE AFTER YOU
EXPERIENCE A
PRODUCT
YES
NO
SOMETIMES
RARELY

NO. OF RESPONDENTS

79
26
33
12

90

Figure 19.Survey Report

Inference
The respondents were asked if they convey word of mouth after they
experience a product whether it be positive or negative.53% of the
respondents said that they convey word of mouth to their friends and
family after they use a product,17% said that they do not do so,22% said
that sometimes they do it if the product has some problem and 8%said
that they rarely s[read word of mouth to any one.

20. What is your response to repeated advertisement in

Tv\radio?
WHAT IS YOUR RESPONSE
TO REPEATED
ADVERTISEMENT
YES
NO
GET IRRITATED
CHANGE THE CHANNEL

NO. OF RESPONDENTS

68
27
36
19

91

Figure 20. Survey Report

Inference
In this question the respondents were asked to give a feed back about
repeated ads. which are shown in different media especially electronic
media.45% of the respondents said that they do not have any problem ,
18% said that they do not like that every moment ads are shown,24% said
that they get irritated and rest 13% said that they change the channel
when repeated ads of the same product comes.

21. How important is music in advertisement?

IMPORTANCE OF MUSIC IN
ADVERTISEMENT
VERY IMPORTANT
SOMETIMES IMPORTANT

NO. OF RESPONDENTS

NOT IMPORTANT

30

79
38

92

Figure 21.Survey Report

Inference
In this survey the respondents were asked how much they feel is music
important in an ad..54% of the respondents said that music plays an
important role in advertisemnets,26% said that sometimes its important
and 20% said that music is not important in ads. This survey proves that
music in an ad boosts the quality of an ad. and also it creates a positive
impact on brand preference.

22. Do you refer Google search before making purchasing

decision?
DO YOU REFER GOOGLE
SEARCH BEFORE
PURCHASING

NO. OF RESPONDENTS

YES

82

93

NO
ALWAYS
RARELY

25
27
16

Figure 22.Survey Report

Inference
In the survey the respondents were asked do they refer google search
before purchasing a product.54% said that they refer google search to find
about the product before purchasing it. This also brings in light that now a
days people are technologically aware and do search before they buy.17%
said that they do not go for google search,18% said that always what ever
be the product they refer internet before they purchase, and 11% of the
respondents rarely do that if the product is of very importance.

23. Does the internet advertisement in the website create

brand awareness?
DOES INTERNET
ADVERTISEMENT CREATE
BRAND AWARENESS

NO. OF RESPONDENTS

YES

78

94

NO
SOMETIMES
RARELY

22
35
15

Figure 23.Survey Report

Inference
In this survey 52% of the respondents said that internet creates brand
awareness,15% said that it does not create brand awareness,23% said that
it sometimes creates brand awareness,10% said that rarely it does so.This
shows that internet really creates brand awareness

24. Do you think internet is the most reliable source of

information?
IS INTERNET A RELIABLE
SOURCE
YES
NO

NO. OF RESPONDENTS

SOMETIMES

27

82
41

95

Figure 24.Survey Report

Inference
55% said that internet is a very reliable source. this means that customers
believe in internet advertisement which will help in creating good brand
preference.

25. Have you ever online shopping?

HAVE YOU DONE ON LINE
SHOPPING

NO. OF RESPONDENTS

YES
NO

77
35

96

SOMETIMES
RARELY

24
14

Figure 26.Survey Report

Inference
52% have said that they have done on line shopping. This means that
customers rely on internet information about the products and also they
do on line shopping.

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

97

 66 of the respondents acquire information about their brands from

Television.
79 respondents said that they would prefer electronic media than
any Other media to get information about a brand.
58 respondents said that they rely on advertisement which shows
that Advertisement is important.
59 respondents said that sometimes they change their perception of
a Brand by seeing an advertisement.
55 respondents have said that product features influence their
decision Making process.
59 respondents out of 150 said that they look for the price of a
product in an advertisement.
72 respondents said that they purchase a product because their
favorite Celebrity is endorsing it.
50 respondents said that value for money shown in an ad makes
them change their brand loyalty.
When it was asked what they recall after seeing or hearing an ad 56
respondents said music.
45 respondents said that the tag line should be highlighted in an
advertisement.
75 respondents have said that they go to the stores by seeing the
hoardings and banners.
79 respondents said that they spread word of mouth after
experiencing a product.
79 respondents said that music is very important in an
advertisement.

98

 82 respondents said that they refer google search before purchasing

a product.
78 respondents said that internet advertisement really creates brand
awareness about a product.
82 respondents said that internet is a reliable source for collecting
information about a brand.
77 respondents said that they have done on line shopping.
89 respondents said that they do not refer companys website
before purchasing.

99

CONCLUSION

According to this study, it has found out that people notice

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

100

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

References

1. www.geocities.com/prof_rajagopal/labr1
2.www.krepublishers.com/...../

2.www.indiamba.com/Faculty_Column/FC706/fc706

4.www.csulb.edu/colleges/cba/honors

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