A STUDY ON IMPACT OF

ADVERTISEMENTS ON
CONSUMERS

UNDER THE GUIDANCE OF PROFESSOR R.N. SUBUDHI

KIIT SCHOOL OF MANAGEMENT

SUBMITTED BY:

AVIK SARKAR; 10202134

BIMLA ACHARYA; 10202165
ABHIRUP CHAKRABORTY; 10202183
Table of Contents
ACKNOWLEDGEMENT............................................................................................4
CERTIFICATE..........................................................................................................5
EXECUTIVE SUMMARY:..........................................................................................6
Chapter 2..............................................................................................................7
INTRODUCTION.....................................................................................................7
2.1 STATEMENT OF THE PROBLEM.....................................................................7
2.2 OBJECTIVES OF THE STUDY:.........................................................................7
2.3 SCOPE OF THE STUDY:.................................................................................7
Chapter 3..............................................................................................................8
REVIEW OF THE LITERATURE.................................................................................8
3.1 LITERATURE SURVEY....................................................................................8
3.2 REVIEW OF LITERATURE...............................................................................8
ADVERTISING:.................................................................................................8
3.3 FIVE M’S OF ADVERTISING...........................................................................9
3.4 STRENGTHS OF ADVERTISING AS A PROMOTIONAL TOOL............................9
3.5 WEAKNESS OF ADVERTISING AS A PROMOTIONAL TOOL.............................9
3.6 IMPORTANCE OF ADVERTISING..................................................................10
3.7 COMMUNICATION GOALS OF ADVERTISING...............................................10
3.8 CHOOSING AMONG MAJOR MEDIA TYPES:..................................................11
3.9 ADVERTISING IN INDIA...............................................................................11
18th Century:................................................................................................11
3.10 ESSENTIALS OF GOOD ADVERTISEMENT..................................................12
ATTENTION...................................................................................................12
3.11 CREATING ADVERTIEMENTS THAT ATTRACTS ATTENTION.......................12
3.12 ADVERTISING EFFECTIVENESS:................................................................13
3.13 ADVERTISING STRATEGIES:......................................................................13
3.14 BRAND PATRONAGE:................................................................................13
Chapter 4............................................................................................................14
RESEARCH METHODOLOGY.................................................................................14
4.1 RESEARCH APPROACH...............................................................................14
1. Secondary Data:.......................................................................................14
2. Primary Data:............................................................................................14
4.2 TOOLS FOR DATA COLLECTION:.................................................................14
4.3 SAMPLING PLAN:........................................................................................14
4.4 CROSS SECTIONAL STUDY:........................................................................15
 SIMPLE RANDOM SAMPLING:.........................................................................15
STRATIFIED RANDOM SAMPLING:..................................................................15
ULTIMATE CONSUMER:..................................................................................15
DATA ANALYSIS:............................................................................................15
4.5 DURATION OF THE STUDY:.........................................................................15
4.6 LIMITATIONS OF THE STUDY:.....................................................................15
Chapter 5............................................................................................................16
DATA ANALYSIS AND INTERPRETATION...............................................................16
5.1 DATA ANALYSIS AND INTERPRETATION......................................................16
Chapter 6............................................................................................................36
CONCLUSION.......................................................................................................36
Chapter 7............................................................................................................37
ANNEXURE..........................................................................................................37
1.1 Questionnaire:........................................................................................37
7.2 BIBLIOGRAPHY..............................................................................................41
BOOKS:............................................................................................................41
ON THE WEB:...................................................................................................41
ON THE WEB:

ACKNOWLEDGEMENT
We sincerely thank all the faculty members of KIIT School of Management (our Alma
matter), Bhubaneswar for encouraging us to carry out some creative work.
Our special thanks to Dr Rabi N Subudhi, a person whom we would treasure all our life for
instilling a sense of responsibility in us and for being a best faculty and patiently listening to
our unending ideas.
We extend our deep sense of gratitude to all our family members and everyone, those who
have directly or indirectly encouraged and helped us to complete our project successfully.
We would like to extend our thanks to all the unseen hands that have made this project
possible. Thank you God!

Place: Bhubaneswar
Date: 24th April 2011
Avik Sarkar
Bimla Acharya
Abhirup Chakraborty

CERTIFICATE

This is to certify that the research report entitled “Study on impact

of advertisements on consumers” submitted by Mr. Avik Sarkar, Mr. Bimla
Acharya, Mr. Abhirup Chakraborty in fulfillment of the research, is a bonafide
work carried out by them under the supervision and guidance of Prof.
R.N.Subudhi & Prof. Sasmita Mishra during the 2nd semester of the
academic session 2010-2012 of MBA.
.
Guide: - Prof. R.N.Subudhi

EXECUTIVE SUMMARY:
This report titled “IMPACT OF ADVERTISEMENTS ON CONSUMERS” is a
research paper in which statistical data are used according to the results drawn on a
survey. This study is an attempt to understand the impact of advertisement on
consumers. It also tries to evaluate the advertising effectiveness in establishing brand
Patronage among the respondents.
 The objective of this study is to analyse the advertising effectiveness on consumers,
to analyse the different medium through which the advertisement reaches maximum
number of people in the market, to analyse the strategies that the Company should
adopt such that the viewers turn into consumers. The survey was conducted among
the college students because they are most affected by the advertisement shown on
television and are the biggest viewers of television. Questionnaire were prepared and
distributed to get the suggestions about the effectiveness of advertisement. By the
survey, we came to know about that TV is the most effective media than any other
media to affect the lifestyle of people. From the conclusion of this study we can come
to the know what strategies can be adopted such that the TV advertisement can be
made more efficient .Like the creativity factor and humour attracts more viewers .The
medium of advertisement that has to hire through which we can reach maximum
number of people. And TV is one of the most efficient medium. The style, word and
tone that has to be used in the advertisement that attracts more number of people. The
type of feeling that is created by the advertisement and the strategies to adopt that
attract the people toward those feelings.
In research project the case study approach was taken. The products were carefully
hand picked after countless discussions with professionals from the advertising
fraternity.

Chapter 2

INTRODUCTION

2.1 STATEMENT OF THE PROBLEM

“ADVERTISEMENTS AND THEIR IMPACT ON CONSUMERS.”

2.2 OBJECTIVES OF THE STUDY:

• To know whether TV ads are more `liked or not liked' than any other media.
• To know whether TV ads influence buyer to purchase, affect their lifestyle and
increase materialism.
• To know the best time to put the TV ads to get the maximum reach.
• To infer whether TV ads are able to convey the message they are intended to.
• To infer whether the information given in TV ads are reliable or not.
• To infer whether the advertisement play an important role in buyer’s purchase
decision of any product.

2.3 SCOPE OF THE STUDY:

The study was conducted to know impact on consumers of advertisements. Due to time and
resource constraints, this study is focused on college students. This study helps us to know
what are the consumer expectations towards advertising and their subsequent consumer
behaviour in response to the advertisements.

Chapter 3

REVIEW OF THE LITERATURE

3.1 LITERATURE SURVEY

Advertising on television was introduced in January 1976 in our country. Most of the
research is what is apply termed, `Market Research'. The primary objective of market
research is to provide advertisers and advertising agencies with purely qualitative data about
the access of exposure of selected audiences to the various mass media or to their various
components.
Marketing to children/youth is a delicate issue. Children and youth are heavy viewers of
television. "Today's youths are no fools and are far more sophisticated than they were 20
years ago when many of today's advertising guidelines were written" said Jerry Mc Gee who
perhaps managed the largest advertising agency.
In addition, research has shown that more people switch channels during commercial breaks.
The challenge is to create advertising which people would want to watch or to follow them
where they go (to other media).

3.2 REVIEW OF LITERATURE

ADVERTISING:

Advertising is any paid form of non-personal presentation and promotion of ideas, Goods or
services by an identified sponsor. It is paid communication because the advertiser has to pay
for the space or time in which his advertisement appears.

"Advertising is, actually, a simple phenomenon in terms of economics. It is merely a

substitute for a personal sales force -an extension, if you will, of the merchant who cries
aloud his wares."
-Rosser Reeves, Reality in Advertising (1986), New York: Alfred A. Knopf, Inc., p. 145.

"Advertising is the ability to sense, interpret . . . to put the very heart throbs of a business
into type, paper and ink."
-Leo Burnett, quoted by Joan Kufrin, Leo Burnett: Star Reacher(1995), Chicago, IL: Leo
Burnett Company, Inc., p. 54.

"Advertising -a judicious mixture of flattery and threats."

-Northrop Frye, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of
Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 18.

"Advertising may be described as the science of arresting the human intelligence long
enough to get money from it."
-Stephen Butler Leacock, quoted in Michael Jackman, Crown's Book of Political Quotations,
1982, New York: Crown Publishing Inc., p. 1.

Advertisers include business firms but also museums, charitable organizations, and
government agencies that advertise to various target publics. Advertisements are a cost
effective way to disseminate messages, whether to build brand preference or to educate a
nation’s people. Organizations handle their advertising in different ways. In small
companies, someone handles advertising in the sales or marketing departments, who works
with an advertising agency. A large company will often set up its own advertising
department, whose manager reports to the Vice President of marketing. The advertising
departments job is to develop the total budget, and handle direct-mail advertising, dealer
displays and other forms of advertising not ordinarily performed by the agency. Most
companies use an outside advertising agency to help them create advertising campaigns and
to select and purchase media. Global companies that use a large number of ad agencies
located in different countries and serving different divisions have suffered from
uncoordinated advertising and image diffusion. Advertising agencies need to redefine
themselves as communication companies and assist clients in improving their overall
communication effectiveness.

3.3 FIVE M’S OF ADVERTISING

MISSION: What are the advertising objectives?

MONEY: How much can be spent?
MESSAGE: What message should be sent?
MEDIA: What media should be used?
MEASUREMENT: How should the results is evaluated?

3.4 STRENGTHS OF ADVERTISING AS A PROMOTIONAL TOOL

• It offers planned and controlled message.

• It can contact and influence numerous people simultaneously, quickly, and at a low
cost per prospect. Hence, it is called Mass Means of Communication.
• It has the ability to deliver messages to audiences with particular demographic and
Socioeconomic features.
• It can deliver the same message consistently in a variety of contexts.
• It can reach prospects that cannot be approached by sales man.
• It helps to presale goods and pulls the buyers to retailers.
• It offers a wide choice of channels for transmission of messages such as visual (by
Sights), aural, (by ear) aural and visual.
• It is very useful to create maximum interest and offer adequate knowledge
of the new product when the innovation is being introduced in the market.

3.5 WEAKNESS OF ADVERTISING AS A PROMOTIONAL TOOL

• It is much less effective than personal selling and sales promotion at later stages in
the buying process, e.g.: in convincing and securing action.
• It is less flexible than personal communication. It cannot answer objections raised by
prospects.
• It is essentially one-way means of communication. It cannot obtain quick and
accurate feedback in order to evaluate message effectiveness.
• It is most efficient communication (very low cost per prospect) but it is least effective
as a tool of a communication.
• It is unable to reach prospects when they are in a buying mood. Hence advertisements
have to be repeated and repetition involves additional cost.
• Advertising, many a time lacks credibility and trustworthiness.

3.6 IMPORTANCE OF ADVERTISING

• To create widespread visibility in the market and access those pockets which are not
approachable by the sales force. Quoting a customer, “Make the customers come to
you rather than trying to approach all the potential customers.”
 • As a symbol of sound financial position of the company and also to make the
statement that the company is here to stay.
• To aid in easy brand recall and also create a top of mind awareness of the brand.
• To make maximum potential customers aware of the new offerings and schemes of
the company and initiate enquiries about the same.
• To establish a strong brand image in the market so as to give the company an edge
over its competitors.

3.7 COMMUNICATION GOALS OF ADVERTISING

Advertising should concentrate on clear and measurable communication objectives known as

DAGMAR (Defining Advertising Goals, Measuring Advertising Results). Advertising
objectives must be oriented around the process of communication. Communication tasks are,
• Developing brand awareness.
• Changing consumer attitudes.
• Associating desirable themes with products,
• To create demand for a new product by explaining its utility.
• To maintain existing demand by fighting competition.
• To increase sales by attracting new consumers.
• To enhance the goodwill of the firm.
• Informing consumers about product attributes.
The ultimate purpose of most advertising is to help the probability of the sale of the Product
or a service. Advertising as a mode of promotion increases propensity to purchase-moving
the prospect steadily, inch-by-inch, closer to a purchase decision. Of course, advertising is
only one of several communication forces. It moves the consumer through successive levels
such as unawareness, awareness, comprehension or recognition, conviction (intention to buy)
and action purchase.
Advertising goals may be divided into four stages of commercial communication as follows:
• Awareness: the prospects must become aware of the existence of the brand or
company. Awareness is the bare minimum goal of advertising.
• Comprehension: the prospect must understand what the product is and what it will do
for him. Comprehension level indicates that people are not only aware of the brand or
company that they know the brand name and can recognize the package or trade
market. But they are not yet convinced that they must want to buy.
• Conviction: the prospect must be mentally convinced to buy the brand or the product.
The conviction level shows brand preference and intention to buy the product in the
near future.
• Action: the prospect takes meaningful action. Purchase decision is duly taken.

3.8 CHOOSING AMONG MAJOR MEDIA TYPES:

The media planner has to know the capacity of the major media types to deliver reach,
frequency , and impact. Media planners make their choice among media categories by
considering the following variables:
• Target-Audience Media habits: for example radio and television are the most
effective media for reaching teenagers.
 • Product Characteristics: Media types have different potentials for demonstration,
visualization, explanation, believability and color. Women’s dresses are best shown
in color magazines, and Polaroid cameras are best demonstrated on television.
• Message characteristics: Timeliness and information content will influence media
choice. A message announcing a major sale tomorrow will require specialized
magazines or mailings.
• Cost: Television is very expensive, whereas newspaper advertising is relatively
inexpensive. What counts is the cost-per-thousand exposures.

3.9 ADVERTISING IN INDIA

Indian Advertising starts with the hawkers calling out their wares right from the days when
cities and markets first began
• Shop front signages.
• From street side sellers to press ads
• The first trademarks
• Handbills distributed separately from the products

18th Century:

Concrete advertising history begins with classified advertising. Ads appear for the first time
in print in Hickey's Bengal Gazette. India's first newspaper (weekly). Studios mark the
beginning of advertising created in India (as opposed to imported from England) Studios set
up for bold type, ornate fonts, more fancy, larger ads. Newspaper studios train the first
generation of visualizers & illustrators. Ads appear in newspapers in the form of lists of the
latest merchandise from England.
Since 1980, advertising in India has demonstrated phenomenal growth – growth in size,
quality, and range of services, in the total expenditure in advertising per year. In 1950
advertising expenditure was hardly Rs. 5 Crores. By 1988, it rose to Rs. 900 Crores. It may
be around by Rs. 2200 Crores by 2001 A.D.
There are now over 400 advertising Agencies as against just 100 advertising agencies around
1970. In the Indian market, we have more than 11,000 branded products extensively
advertised in all languages. Press advertisement account for about 50 percent and account for
about 18 percent of the total advertising costs. In the media sector we have at present 20
intense competition, e.g., TV / Radio, Newspaper each attempting an increasing market
share. In the press segment we are witnessing regular media war. In the case of the press,
competition is total. However, media owners are expected to adopt now customer-oriented
approach to get rid of such unhealthy competition.

3.10 ESSENTIALS OF GOOD ADVERTISEMENT

A good advertisement must have the right message communicated through a right media. It
must reach the right people and prospects and that too at a right time and at the right cost.
Right timing of an advertisement needs no emphasis. It should fulfill its sole purpose, viz.,
gain sale or action from the prospects and the cost of communication should be reasonable.
The task assigned to the advertisement can be successfully fulfilled when:
• It is seen by the desired prospects.
• It is read by them with interest.
• It is properly understood by them exactly as the advertiser wants.
 • It is believed by them and it wins their confidence and trust and above all
It succeeds in igniting their desire to purchase the product or service offered or sale. An
effective advertisement takes the prospect near about the point of closing the sale so that
actual sale may be easily completed by the sales force. Each advertisement must be a unique
selling proposition, invoking maximum force of persuasion to convert a prospect into a
customer.

ATTENTION
It can be viewed as an information filter – a screening mechanism that controls the quantity
and nature of information any individual receives. Getting a consumer’s attention is not easy.
An individual, overtly or accidentally, avoids exposure to stimuli. The advertising
environment is truly “cluttered”; most major magazines have almost one - half of their pages
carrying advertisements, the other half carrying editorial matter. Although 21 all this
advertising, it is not easy to create an advertisement that stands out enough to get noticed,
processed, and remembered. The effectiveness of ads is reduced not only by the higher levels
of clutter in general, but even more significantly by the proximity of ads for competing
brands from the same product category.
The situation is made worse in the broadcast media, especially television. Viewers have
always had the freedom to do things while a program is being shown; including leaving the
room mentally and physically, but the use of remote control devices has made channel
switching endemic. Television advertisers today have to cope with the phenomena of
zapping and zipping.

3.11 CREATING ADVERTIEMENTS THAT ATTRACTS

ATTENTION

The attention filter operates at various levels of effort and consciousness. At one extreme is
the process of active search wherein a receiver actually seeks information. He or she might
solicit opinions of friends or search through magazines not normally read. Another level
could be termed passive search. A receiver searches for information only from sources to
which he or she is exposed during the normal course of events. The final level might be
called passive attention. Here a receiver has little immediate need for the information and
makes no conscious effort to obtain it, but some information may nevertheless enter the
system. At all three levels, it is appropriate to discuss why a person obtains information so
that ads can be designed to maximize attention. There are, of course, as many reasons as
there are situations and individuals. However, it is instructive to examine four general
motives for attending to informative stimuli.
A first motive is to obtain information that will have a high level of utility for a person. In an
advertising context, an individual will obtain product information that will help make better
22 purchase decisions. Second, people may be motivated to expose themselves to
information that supports their opinions- supportive exposure-and to avoid discrepant
information. Third, there is a desire to be exposed to information that stimulates. Finally,
people are motivated to find stimuli that are interesting to them. These motives will be
examined in turn.

3.12 ADVERTISING EFFECTIVENESS:

Advertising effectiveness consists in the degree of achievement of the objectives set by an
advertiser in consultation with advertising agency working on the account. It may also take
the form of an increase in the sales of market share or penetration into a new market
segment.

3.13 ADVERTISING STRATEGIES:

Strategy provides the link between advertising objectives and plans and paves the ground for
their implementation. It can be instrumental in prioritizing various objectives, taking into
account the attitudinal framework as well as corporate and marketing goals, and the market
situations and characteristics. Advertising strategy is based on consideration such as the
following:
• Advertising objectives.
• Advertising budgets.
• Selection of target audiences.
• Advertising message.
• Media decision.
• Media space decisions.
• Company’s standing and it s strength and weaknesses.
• Product history and its life cycle stage.
• Positioning of the product as indicated by perceptual mapping.
• Existing and anticipated competition.

3.14 BRAND PATRONAGE:

Most of the time, an advertisers (seller) tries to build a brand privilege or patronage for his
products or service. A seller has a brand privilege if buyers exhibit brand insistence, brand
loyalty, or brand preference towards his product or service. By means of advertising or
persuasive mass communication, seller tries to move prospective buyers and existing buyer
from lower level to higher level of brand attitude of customers – from brand ignorance to
brand awareness, or from brand acceptance to brand Preference, loyalty, and insistence.

Chapter 4

RESEARCH METHODOLOGY

4.1 RESEARCH APPROACH

The research for this study is a Descriptive Research. A Descriptive Research is a type of
conclusive research, which has its major objective. As the description or something, usually
market characteristics or functions. It is preplanned and structured.
Under this approach a cross-sectional study is conducted in which one sample of respondents
is drawn from the target population and information is obtained from this sample one. This
study is based on descriptive research approach comprises the following methods;

1. Secondary Data:

Secondary data refers to that which is compiled by some other than the other researcher for
purpose not directly related to the research. These are readily available for processing. This
type of data relate to past period.
The sources used for such data types are as follows:
• Published materials such as periodicals and books like business periodicals, marketing
journals, general business and trade magazines, 4ps, pitch etc.
• Computerized databases such as internet databases and off-line databases (information
available on diskettes and CD-ROM disks).

2. Primary Data:

Primary data refers to the data gathered for a specific purpose or for a specific research
project. These data gives latest information. This type of data is obtained from original
sources. In this study, primary data is collected through Questionnaire Method.

4.2 TOOLS FOR DATA COLLECTION:

The approved questionnaire is the main tool used for data collection in this study. The
questionnaire consists of structured and unstructured questions.
The questionnaire tool is mainly used because:
• Both qualitative and quantitative information can be gathered.
• Factual survey can be done.
• Opinion survey in order to secure personal opinions or on a particular matter can be done
effectively. This tool is administered through personal interview with the target population.

4.3 SAMPLING PLAN:

1. Sampling Unit –
The sampling unit consists of college students for analyzing the advertising effectiveness on
consumers.
2. Sampling Procedure –
How should the respondents be chosen?
The sampling technique chosen are Simple Random Sampling and Stratified Random
Sampling, in which a sample is drawn probabilistically from each group.
3. Sample Size –
How many respondents to be surveyed?
Due to time and other constraints, the size is 150 respondents. These samples of respondents
are chosen randomly.

4.4 CROSS SECTIONAL STUDY:

A cross sectional study is a type of research design involving the collection of information
from any given sample of population elements only once.

SIMPLE RANDOM SAMPLING:

A probability sampling technique in which each element in the population has a known and
equal probability of selection. Every element is selected independently of every other
element and the sample is drawn by a random procedure from sampling frame.

STRATIFIED RANDOM SAMPLING:

A probability sampling technique that uses a two-step process to partition the population into
sub populations, or strata. Elements are selected from each stratum by a random procedure.

ULTIMATE CONSUMER:

Ultimate Consumers refers to those individuals who buy goods and services for final use or
consumption.

DATA ANALYSIS:

The data collected are tabulated and classified as required. Statistical techniques such as
frequency distribution, central tendency, percentages, etc., are used for analysis of primary
data. Conclusions are drawn based on the analysis and findings of primary data.

4.5 DURATION OF THE STUDY:

The duration of the study is four weeks.

4.6 LIMITATIONS OF THE STUDY:

• Due to time and resource constraints, only college students are selected for the study for
making an analysis for the advertising strategies.
• Due to resource and time constraints, a randomly selected sample has been chosen
respondents for making an analysis of advertising effectiveness on consumers.

Chapter 5

DATA ANALYSIS AND INTERPRETATION

5.1 DATA ANALYSIS AND INTERPRETATION

1. Advertisements on which media grab your attention the most? Highest=1, Lowest=4
 Newspape Hoarding
Media TV Radio r s
Averag
e 1.30 2.70 2.30 2.64

Interpretation: From the perceptual map we can say that the media which grbas most of the
attention is Television advertisements.

2. Which advertisements do you frequently come across?

Automobile Electronic Insuranc Retail

Sector Fmcg s s e Sector
Averag
e 1.71 2.34 2.69 3.49 4.45

Interpretation: From the perceptual map that FMCG advertisement the customers do come
across frequently.

3. Do advertisements confuse you about the products?

q3

Frequenc Valid Cumulative

y Percent Percent Percent
Valid YES 19 21.6 28.4 28.4
NO 47 53.4 70.1 98.5
5 1 1.1 1.5 100.0
Total 67 76.1 100.0
Missin System
21 23.9
g
Total 88 100.0
Interpretation: From the above results and pie-chart we can say that advertisements do not
confuse customers about the products.

4. Do you sometimes sing songs from commercials? Do you think it is good?

q4

Valid Cumulative
Frequency Percent Percent Percent
Valid YES 53 60.2 79.1 79.1
NO 14 15.9 20.9 100.0
Total 67 76.1 100.0
Missing System 21 23.9
Total 88 100.0
Interpretation: From the above results and pie-chart we can say that use of popular songs in
advertisements grabs the customer’s attention which can very well affect sales of a company.

5. Do you buy a product if it is endorsed by your favourite celebrities?

q5

Frequenc Valid Cumulative

y Percent Percent Percent
Valid YES 21 23.9 31.3 31.3
NO 46 52.3 68.7 100.0
Total 67 76.1 100.0
Missing System 21 23.9
Total 88 100.0
Interpretation: From the above results and pie-chart we can say that a celebrity
endorsement does not affect customers.

6. Which product will you choose, Company A, practicing CSR, and Company B, not
practicing CSR?
q6

Frequenc
y Percent
Missin YES 63 71.6
g NO 4 4.5
System 21 23.9
Total 88 100.0

7. Do discounts shown in advertisements provoke you to buy products?

q7

Frequenc Valid Cumulative

y Percent Percent Percent
Valid YES 56 63.6 83.6 83.6
NO 11 12.5 16.4 100.0
Total 67 76.1 100.0
Missin System
21 23.9
g
Total 88 100.0
 Interpretation: From the above results and pie-chart we can say that discount offers
shown in advertisements provoke customers for purchases.

8. Which kind of media do you consider as more believable for different categories of
products?
q8.1a

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 32 36.4 100.0 100.0
Missin YES 35 39.8
g System 21 23.9
Total 56 63.6
Total 88 100.0

q8.1b

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 58 65.9 100.0 100.0
Missin YES 9 10.2
g System 21 23.9
Total 30 34.1
Total 88 100.0

q8.1c
 Frequenc Valid Cumulative
y Percent Percent Percent
Valid No 46 52.3 100.0 100.0
Missin YES 21 23.9
g System 21 23.9
Total 42 47.7
Total 88 100.0

q8.1d

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 67 76.1 100.0 100.0
Missin System
21 23.9
g
Total 88 100.0

q8.1e

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 59 67.0 100.0 100.0
Missin YES 8 9.1
g System 21 23.9
Total 29 33.0
Total 88 100.0

q8.1f

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 66 75.0 100.0 100.0
Missin YES 1 1.1
g System 21 23.9
Total 22 25.0
Total 88 100.0

q8.1g

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 54 61.4 100.0 100.0
Missin YES 13 14.8
g System 21 23.9
Total 34 38.6
Total 88 100.0

Interpretation: From the above result it can be said that in auto mobile sector TV is the
most trusted media.
 q8.2a

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 20 22.7 100.0 100.0
Missin YES 45 51.1
g System 23 26.1
Total 68 77.3
Total 88 100.0

q8.2b

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 52 59.1 100.0 100.0
Missin YES 15 17.0
g System 21 23.9
Total 36 40.9
Total 88 100.0

q8.2c

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 63 71.6 100.0 100.0
Missin YES 4 4.5
g System 21 23.9
Total 25 28.4
Total 88 100.0

q8.2d

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 65 73.9 100.0 100.0
Missin YES 2 2.3
g System 21 23.9
Total 23 26.1
Total 88 100.0

q8.2e

Frequenc Valid Cumulative

y Percent Percent Percent
 Valid No 65 73.9 100.0 100.0
Missin YES 1 1.1
g System 22 25.0
Total 23 26.1
Total 88 100.0

q8.2f

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 60 68.2 100.0 100.0
Missin YES 7 8.0
g System 21 23.9
Total 28 31.8
Total 88 100.0

q8.2g

Frequenc Valid Cumulative

y Percent Percent Percent
Valid 0 1 1.1 1.6 1.6
No 63 71.6 98.4 100.0
Total 64 72.7 100.0
Missin YES 3 3.4
g System 21 23.9
Total 24 27.3
Total 88 100.0

Interpretation: From the above result it can be said that in FMCG sector TV is the most
trusted media.
q8.3a

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 54 61.4 100.0 100.0
Missin YES 13 14.8
g System 21 23.9
Total 34 38.6
Total 88 100.0

q8.3b

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 40 45.5 100.0 100.0
Missin YES 27 30.7
g System 21 23.9
Total 48 54.5
Total 88 100.0

q8.3c

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 60 68.2 100.0 100.0
Missin YES 7 8.0
g System 21 23.9
Total 28 31.8
Total 88 100.0

q8.3d

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 64 72.7 100.0 100.0
Missin YES 3 3.4
g System 21 23.9
Total 24 27.3
Total 88 100.0

q8.3e

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 57 64.8 100.0 100.0
Missin YES 10 11.4
g System 21 23.9
Total 31 35.2
Total 88 100.0

q8.3f

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 66 75.0 100.0 100.0
Missin YES 1 1.1
 g System 21 23.9
Total 22 25.0
Total 88 100.0

q8.3g

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 52 59.1 100.0 100.0
Missin YES 15 17.0
g System 21 23.9
Total 36 40.9
Total 88 100.0

Interpretation: From the above result it can be said that in Insurance sector Newspaper is
the most trusted media.
q8.4a

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 32 36.4 100.0 100.0
Missin YES 35 39.8
g System 21 23.9
Total 56 63.6
Total 88 100.0

q8.4b

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 54 61.4 100.0 100.0
Missin YES 13 14.8
g System 21 23.9
Total 34 38.6
Total 88 100.0

q8.4c

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 61 69.3 100.0 100.0
Missin YES 6 6.8
g System 21 23.9
 Total 27 30.7
Total 88 100.0

q8.4d

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 62 70.5 100.0 100.0
Missin YES 5 5.7
g System 21 23.9
Total 26 29.5
Total 88 100.0

q8.4e

Frequenc Valid Cumulative

y Percent Percent Percent
Valid No 55 62.5 100.0 100.0
Missin YES 12 13.6
g System 21 23.9
Total 33 37.5
Total 88 100.0

q8.4f

Frequenc Valid Cumulative

y Percent Percent Percent
Valid 0 3 3.4 4.5 4.5
No 63 71.6 95.5 100.0
Total 66 75.0 100.0
Missin YES 1 1.1
g System 21 23.9
Total 22 25.0
Total 88 100.0

q8.4g

Frequenc Valid Cumulative

y Percent Percent Percent
Valid 0 3 3.4 5.2 5.2
No 55 62.5 94.8 100.0
Total 58 65.9 100.0
Missin YES 9 10.2
 g System 21 23.9
Total 30 34.1
Total 88 100.0

Interpretation: From the above result it can be said that in Electronics sector TV is the most
trusted media.

9. Which product category advertisement influences you the most?

Sector FMCG AUTOMOBILES APPREALS ELECTRONICS

Average 1.9 2.31 2.82 2.82

Interpretation: From the above results and pie-chart we can say that FMCG
advertisements influences the consumers the most.

10. Which soft drink brand do you always prefer?

Thums
Brands Coca-cola Pepsi -up Sprite Slice
Averag
e 2.86 2.91 2.46 3.09 3.68

Interpretation: From the above results and pie-chart we can say that Thumps-Up is the
popular brand.

11. Which factor influence you most in your preferred soft drink brand to go for it?
Taste Advertisements Retailers Flavors
1.3 2.9 3.61 2.18

Interpretation: From the above results and pie-chart we can say that consumers get
influenced by the taste of the soft drink, followed by advertisements.

12. Which deodorant spray’s brand you like most?

Axe Cinthol Zatak Park Avenue
2 3.28 2.94 2.45

Interpretation: From the above results and pie-chart we can say that Axe is the most
popular deodorant brand among consumers.
13. Which attribute you like most about it?
Fragrance Advertisements Price
1.36 2.52 2.1

Interpretation: From the above results and pie-chart we can say that Axe is popular
due to its fragrance followed by its price.

14. Which superstore you always prefer over others?

q14

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Bigbazaar 38 43.2 56.7 56.7
Westside 5 5.7 7.5 64.2
VishalMegam
2 2.3 3.0 67.2
art
Shoppers'
18 20.5 26.9 94.0
Stop
Globus
4 4.5 6.0 100.0
Lifestyle
Total 67 76.1 100.0
Missin System
21 23.9
g
Total 88 100.0

Interpretation: From the above results and pie-chart we can say that most of the
consumers prefer shopping at Big Bazaar.
15. What makes you to go for the mentioned superstore?
Variet Advertisemen Ambienc
Price y ts e
1.82 2 3.16 2.88

Interpretation: From the above results and pie-chart we can say that consumers shop
at Big Bazaar, due to its pricing strategy, which is always displayed in hoardings and
T.V. advertisements.

16. How satisfiable and reliable were the claims made in the advertisement?
q16

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Highly Satisfied 9 10.2 13.4 13.4
Satisfied 50 56.8 74.6 88.1
Dissatisfied 7 8.0 10.4 98.5
Highly
1 1.1 1.5 100.0
Dissatisfied
Total 67 76.1 100.0
Missin System
21 23.9
g
Total 88 100.0

Interpretation: From the above results and pie-chart we can say that most of the
consumers are satisfied with the claims shown in TV advertisements.

17. Do the advertisements displayed affect your lifestyle?

q17
 Frequenc Valid Cumulative
y Percent Percent Percent
Valid YES 43 48.9 64.2 64.2
NO 24 27.3 35.8 100.0
Total 67 76.1 100.0
Missin System
21 23.9
g
Total 88 100.0

Interpretation: From the above results and pie-chart we can say that consumers’
lifestyle get affected by the advertisements they come across daily.

18. Did you ever want to try something because you saw its commercial on TV?
q18

Valid Cumulative
Frequency Percent Percent Percent
Valid YES 45 51.1 67.2 67.2
NO 22 25.0 32.8
Total 67 76.1 100.0
Missin System
21 23.9
g
Total 88 100.0
Interpretation: From the above results and pie-chart we can say that people try to imitate
whatever is shown in TV advertisements or in any other media.

19. Did a product with a good advertisement, but poor quality, ever disappoint you?
q19

Frequenc Valid Cumulative

y Percent Percent Percent
Valid YES 55 62.5 82.1 82.1
NO 12 13.6 17.9 100.0
Total 67 76.1 100.0
Missin Syste
21 23.9
g m
Total 88 100.0
 Interpretation: From the above results and pie-chart we can say that most of the
consumers are also disappointed with poor products but good advertisements, which
implies that good advertisements should always be complimented with good quality
products.

20. When I see an advertisement…

q20

Frequenc Valid Cumulative

y Percent Percent Percent
Valid get involved 10 11.4 14.9 14.9
like to
51 58.0 76.1 91.0
observe
does not
6 6.8 9.0 100.0
affect
Total 67 76.1 100.0
Missin System
21 23.9
g
Total 88 100.0
Interpretation: From the above results and pie-chart we can say that most of the
consumers like to observe advertisements.
Chapter 6

CONCLUSION
In today's marketing concept the focus is on the consumer, his needs and requirements, rather
than on the product. Naturally all media of advertisements begin with the customer and ends
with the consumer. In order to sell a product persuasive and pervasive communication is
essential. Basically through television advertisements there is a promotion of information
which influences people. An advertisement gives the message about the product in a very
natural way. This research was conducted to see the impact of advertisements on the young
generation. From the survey conducted, it was clearly found that television advertisements
create a very strong impression on the youth. The advertisements, which are being flashed in
the television very often, are effective. Through the frequent flashing of advertisements, the
advertiser keeps in touch with consumers. The viewers also remember the product and buy
them.
The quality of advertisements and its social acceptance are the two sides of the same coin.
Advertising has to reflect social norms, values and aspirations or else it will be irrelevant and
wasteful. Imposition of such discipline is preferable. Another problem television advertisers
confront is the tendency of viewers to switch channels, called `zapping' or leave the room
during commercial breaks. Because of television viewers' strong patterns of commercial
avoidance, commercials have to be intriguing, intrusive and likable. Television advertising
professionals in developing countries have to be fully aware of the challenges and the
responsibility thrust upon them by virtue of a vast unexploited potential, on one hand, and
the resistance they encounter from various quarters on the other. This requires their looking
beyond their own narrow areas of operation. A great deal of cooperative endeavour is
required in order to put advertising on a sound footing. This has to be backed by research, the
lack of which is a major draw back for advertising.
Advertisers should understand that improperly prepared advertisements can cause physical,
mental or moral harm to the consumers. They should not exploit the credulity and lack of
experience of consumers for a mere profit. In addition, parents must educate youngsters to
become responsible and informed consumers' says the American Academy of Paediatrics.
As more and more parents spend more time producing income and less time tending their
children, the burden of responsibility falls increasingly on the advertiser. Parents and
teachers have a responsibility to teach youth about the realities of a commercial world, just
as they teach how to cross a road safely.
On the other hand, effective television commercials can achieve audience acceptance if they
are well done and they can minimize viewers' patterns of avoidance if they are intriguing as
well as intrusive. In short, youngsters are, without doubt, attracted to advertisements. So the
onus is on the advertisers, not to produce any advertisement which will mislead the
uninformed. Knowing the considerable impact of advertisements on youth, the advertisers
must create advertisements which are both realistic and moral.
Chapter 7

ANNEXURE
1.1Questionnaire:

➢ Name:

➢ Gender: Male / Female

➢ Age: 18-22 23-27 28-32 32-36

1. Advertisements on which media grab your attention the most? Highest=1, Lowest=4
Media Ranks
TV
Radio
Newspaper
Hoardings

2. Which advertisements do you frequently come across?

Types Ranks
FMCG
Automobiles
Electronics
Insurance
Retail Stores

3. Do advertisements confuse you about the products?

YES
NO

4. Do you sometimes sing songs from commercials? Do you think it is good?

YES
NO

5. Do you buy a product if it is endorsed by your favorite celebrities?

YES
NO
6. Which product will you choose, Company A, practicing CSR, and Company B, not
practicing CSR?
A
B

7. Do discounts shown in advertisements provoke you to buy products?

YES
NO

8. Which kind of media do you consider as more believable for different categories of
products?
T Newspape Magazin Radi Interne Billboard Friend
V r e o t s s
Automobile
s
FMCG
Insurance
Electronics

9. Which product category advertisement influences you the most? Rank them
according to their impact, Highest=1, Lowest=4.
Goods
FMCG
Automobiles
Apparels
Electronics

10. Which soft drink brand do you always prefer? Highest=1, Lowest=7.
Brands Ranks
Coca-cola
Pepsi
Thumps Up
Sprite
Slice
Others, please specify

11. Which factor influence you most in your preferred soft drink brand to go for it?
Highest=1, Lowest=4.
Preferences Ranks
Taste
Advertisements
Retailers
Flavours

12. Which deodorant spray’s brand you like most?

13.
Brands Ranks
Axe
Cinthol
 Zatak
Park Avenue
Others, please specify

14. Which attribute you like most about it?

Preferences Ranks
Fragrances
Advertisements
Price
Others, please specify

15. Which superstore you always prefer over others? Tick any one
Malls
Big Bazaar
WestSide
Vishal Megamart
Shoppers’ Stop
Globus Lifestyle

16. What makes you to go for the mentioned superstore?

Preferences Ranks
Price
Variety
Advertisements
Ambience
If others, please specify

17. How satisfiable and reliable were the claims made in the advertisement?
Highly satisfactory
Satisfactory
Dissatisfactory
Highly dissatisfactory

18. Do the advertisements displayed affect your lifestyle?

YES
NO

19. Did you ever want to try something because you saw its commercial on TV?
YES
NO

20. Did a product with a good advertisement, but poor quality, ever disappoint you?
YES
NO

21. When I see an advertisement…. Tick any one.

I get Involved
I like to observe
It doesn’t affect me
7.2 BIBLIOGRAPHY

BOOKS:

Gupta C B (1990), Business Studies, Tata McGraw-Hill Publishing Company Ltd.

Philip Kotler (1988), Principles of Marketing, Prentice Hall of India Private Ltd.
Mass Media(TV,Magzines and Newspapers):
NDTV Profit,
4P’s of Marketing,
Business Today,
Both the pink papers(Business Standard & The Economic Times).

ON THE WEB:

www.google.co.in
www.wikipedia.com
www.Med.umich.edu
www.tmadvertisment.com
www.wacc.org.ok