Advertising effectiveness of mid size cars

8/2/2019 Advertising effectiveness of mid size cars

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ADVERTISINGEFFECTIVENESSAnExperimentalStudyofitsImpactonConsumerBuyingBehaviourofmid-segmentcars

AProgressReportontheMajorProjectFORTHEPARTIALFULLFILLMENTOFTHEREQUIREMENTFORTHEDEGREEOFMASTEROFBUSINESSADMINISTRATION(2010-2012)

SUBMITTEDBY:SUBMITTEDTO:AmandeepsinghProf:PreetiSinghKangRollno.:9133

1.1INTRODUCTIONTOTVADVERTISEMENTThedefinitionof'advertising'whichstatesthatitisaformofcommunicationintendedtospreadawarenessaboutproductsandservices-withtheintentionofpersuadingtheconsumerstogoforthem,isbesthighlightedby'televisionadvertising'.Basically,theterm'televisionadvertisement'referstoatelevision

programwhichisproducedandpaidforbyanorganizationtospreadawarenessabouttheproductsandservicesithastooffer.Beinganaudio-visualformofadvertising,televisionadvertisinghasadefiniteedgeoveritscounterpartsinthefieldofmassmarketadvertising,andthatmakesitisoneofthecostliestformofadvertisingtoday.(Asingle30secondadslotatannualSuperBowlcostsaroundUS$3million.)Thesevendecadelongtelevisionadvertisinghistoryspeaksinvolumesabouttheamountofdevelopmentthatthisfieldhasbeensubjectedtosinceitsinception.FirstTelevisionCommercialIntheUnitedStatesofAmerica,televisionadvertisinghistorybeganwiththeadvertisementofBulovawatchmanufacturingcompanyon1stJuly,1941.ThiswasnotjustthefirstTVadvertisementoftheUnitedStates,butwasthefirstTVcommercialoftheworldaswell.The10secondadfeaturedaclocksuperimposedon

themapoftheUnitedStates,accompaniedbyavoiceoversaying"AmericarunsonBulovatime."ItwasairedonNBC(whichwasthenknownasWNBT-TV)beforeabaseballmatchbetweentheBrooklynDodgersandPhiladelphiaPhillies.Interestingly,Bulovawasthefirstcompanytomakeittoradioadvertisingaswell-afeatachievedbythecompanyearlier1926withthefirstradiocommercialoftheUnitedStates.TelevisionAdvertisingInitialGrowthThephenomenalsuccessofBulovaadvertisementmadeothercompaniesjumpontotelevisionadvertisingbandwagon,andverysoonsomeofthemajorplayersofthatera-includingPanAmericanWorldAirwaysandBotanyWorstedMillshadtelevisionadvertisementsoftheirown.ThenumberoftelevisionsetsintheUnitedStateshadalsoincreasedbyasignificantmarginduring1940s,andbytheendofthisdecade,thenumberofcompanieswhichresortedtotelevisionadvertisingtos

elltheirproductshadincreasedmanifolds.Asaresultofthetremendousgrowththatthetelevisionadvertisingindustryhadwitnessedwithinadecadeofitsbeginning,theAmericanAssociationofAdvertisingAgencieswasformedasaregulatorybodyforTVadvertisements.

SingleSponsorTrendAnewtrendofadvertising-thatofsinglesponsortelevisionprograms,surfacedintheUnitedStatesin1950s.Inthiscase,asinglecompanysponsoredtheentireprogramandusedthesameasaplatformtoadvertiseitsproducts,instead


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ofseveralcompaniesbuyinganadslotonthenetworkasweseetoday.AmongthecompanieswhichusedthesinglesponsorprogramtechniqueefficientlyweremajorcompaniessuchasGeneralElectric(GE)andColgate.ThedecadealsowitnessedtheintroductionoftelevisionadvertisinginEurope-whereinthe60secondlongGibbsToothpastecommercialairedon22ndSeptember,1955,becamethefirstcommercialtobeairedinEuropeCommercialBreaksYetanotherimportantmilestoneinthehistoryofTVadvertisingcamein1960swiththeintroductionof1-2minuteadvertisingslots-thecommercialbreaks,duringanongoingTVshow.Asopposedtotheearliertrendofsinglesponsorprogramming,nowitwaspossibleforseveralcompaniestouseapopularprogramasanadvertisingplatformtogether.Itwasoneofthemostefficientwayofmarketing,andcompanieslikeTideandCresttookitasanopportunitytoexpandtheiradcampaigns.Duringthisperiod,anhourlongtelevisionprogramhadaround9-10minutesreservedforcommercialbreakinwhichadswithadurationof30-60secondwereaired.ControversiesandDevelopmentsIn1970s,thebroadcastofcontroversialtelevisionadvertisingwhichpromotedcigaretteswasbannedbytheadministration.Thisresultedinatusslebetweenthegovernmentandtelevisionnetworksforwhomtheseadsconstitutedasignificantportionofthetotalrevenue.Thedecadealsomarkedtheadventofalcoholcompaniesinthefieldoftelevisionadvertising.Thebriefhistoryoftelevisionadvertisingbetween1970sand1990s-wasmarkedbysomenotablechangessuchastheincreaseoftimeslotreservedforcommercialbreaksfrom9to19minutes.T

heendof1990salsomarkedthelaunchofTiVo-anelectronictelevisionprogrammingschedule,whichdrewflakforitscommercial-skippingcapabilities.ThedecadealsomarkedthedebutofpopularactorsandsportspersoninTVcommercialsandthatpavedthewayforbrandendorsements.Byfar,themostimportantmomentoftelevisionadvertisinghistorywasthelaunchoflocalcableTVserviceswhichbroughttelevisionadvertising-whichwasuntilthenrestrictedtolargecompanies,withinthereachofsmallcompanies.ThesesmallcompaniesusedcableTVadvertisingtomarkettheirproductsandservicesatthelocallevel.Inthecourseofitsgrowth,televisionadvertisinghascontinuedtobeinthenewsforgoodaswellasbadreasons.Thistrendcontinueseventodaywithtelevisionadvertisingprosandconsdividingtheworldintotwohalves-withonehalfadvocatingitandotherhalfcriticizingit.Overthelastfewdecades,thetelevisionhascomeupasastrongcomponentofm

assmediaaroundtheworld.Thishas,inturn,promptedseveralcompaniestouseitasanidealplatformtoadvertisetheirproducts.Thismodeofadvertisementbasicallyexploitstheconsumer'stendencytogetattractedtothecombinationofaudio-visualmedium,asopposedtosimplyaudiomedium,(suchastheradioadvertisement),orsimplyvisualmedium,(suchastheprint-ads).Beforewemoveontotelevisionadvertisingprosandcons,let'strytounderstandthisconceptofadvertisinginbrief.WhatisTelevisionAdvertisingAtelevisionadvertisement,alsoreferredtoasatelevisioncommercialorsimpleTVAd,istheprocessofimpartingasalespitchofalimitedamountoftime,throughthetelevisionasthemedium.Theseadvertisementstendtosummarizetheproductinordertoaccommodateitwithinaspecificduration,generallyrangingbetween30-60seconds,andconveyasmuchinformationaspossible.Basically,

theseadvertisementsarecustomizedinsuchamannerthattheyareneithertooshort,astofailinconveyingthemessage,nortoolong,astolosetheattentionoftheviewers.Thatbeingsaid,televisionadvertisinghasitsownprosandcons,whichneedtobeevaluatedbeforeinvestinginthesame.Readmoreoncontroversialtelevisionadvertising.TelevisionAdvertisingProsandConsTheprosandconsoftelevisionadvertisingaredirectlyrelatedtoseveralunderlyingfactors,includingyourcompany,theproduct,theconsumerbase,lifeoftheproduct,etc.Givenbelowarethedetailsoftelevisionadvertisingadvantagesanddisadvantages,whichwillmaketheconcepteasierforyoutograsp.


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TelevisionAdvertisingProsThebiggestadvantageoftheconceptoftelevisionadvertisingisthefactthatitreachesalargeraudience,comparedtothelocalnewspaperorradiostation,inarelativelyshortspanoftime.Ifrequired,onealsohastheoptionofcateringtoasmallerconsumergroupthoughthelocalcablenetwork.ATVcommercialreachestheaudienceatapointoftime,whereintheyaremostattentive.NotmanypeoplelikesurfchannelswhilewatchinganinterestingmatchofAmericanfootball.Theywouldratherpreferwatchingtheadvertisements,thanmissingasinglemomentofthematch.Televisionadvertisingismuchmoreinterestingcomparedtoitsothercounterparts.Thefactthatittendstoexploitthevulnerabilityoftheconsumertothecombinationofaudio-visualmedium,makesitaninstanthitamongmasses.Italsocapitalizesonthefactthataddingmoreinterestingfeatures,suchasmotion,lightandsound,canimprovethecredibilityofthemessagebygrabbingtheattentionoftheviewers.Advertisingonthetelevisiongivesyouanamplescopetounleashyourcreativity,andmesmerizetheaudience.TelevisionAdvertisingConsLikeanyotherformofadvertising,eventelevisionadvertisinghasitsowndrawbacks.Theforemostproblemistheexpensesincurredonmakinganadvertisement.Anadvertisementof30secondscancostyouasignificantamounttoproduce,consideringthatyouneedtohireahostoftechnicians,modelsetc.Furthermore,youalsoneedtoensurethatyougetagoodslotinthechannelschedule.Forthis,youagainhavetoshelloutsomemoneydependingonwhichslotyouaretargeting.Forinstance,anadslotattheprimetimewillcostyoumorethanwhatyouwouldhavetopayforaslotatlatenight.Moreimportantly,thereisnopoin

tinairingyouradvertisementatatimewhereinthetargetedaudiencedoesn'twatchtheTV.Makingchangesintheadvertisementonceitisproducedagainaddstotheexpenses.Incaseofprintadvertising,thisjusttakeafewminutesandcostincurredisalsorelativelyless.Moreimportantly,shortadvertisementsarenotaseffectiveastheydon'tprovidemuchinformationoftheproduct,andhencethelengthoftheadhastobesignificant.Moreinformationonvariousaspectsofthefieldofadvertising: DifferentTypesofAdvertising TypesofAdvertisingTechniquesThesewerethemostprominenttelevisionadvertisingprosandconswhichneedtobetakenintoconsiderationwhenoptingtoadvertiseyourproductthroughthismode.Ifyouareabsolutelysurethattheamountofprofityourproductwillgeneratewillsurpassyourinvestmentinmakinganadfilm,thentherecanbenobe

ttermediumtoadvertiseyourproduct,butthetelevision.However,iftheconsumerbaseyouaretargetingisnotvast,andthereturnsexpectedarefarlessthanwhatyouneedtoinvest,thenitisbetterofftosticktosomeotheradvertisingtechnique,suitableforyourproduct.

1.2AdvertisementAgency

Effectiveandcontinuousadvertisingisoneofthemostimportantfunctionsofanysuccessfulbusiness.Itisimperativethattheproductsorservicesofanybusinessreceivetheproperexposure,andthewaytoachieveexposureisthroughadvertising.Whetheritisonthenationalorlocallevel,advertisingcampaignsarenecessarytoletpeopleknowaboutabusinessanditsproducts.Thegoalofmarketingistotargetthesegmentofapopulationwhohaveaspecialneedfora

particularproductorserviceandfindingwaystoprovidethatproductorserviceinthemosteffectivemeansavailable.Thefunctionofadvertisingandmarketingcompaniesistoprofessionallypromoteindividualbusinessesandorganizations.Advertisingagenciesandmarketingfirmsarededicatedtothedevelopmentofthemostinnovativeandeffectivemeansofbusinesspromotionavailable.Advertisingisasubsetofmarketing.Averysubtleandcrucialmarketingstrategy,advertisingplaysacrucialroleinpersuadingtargetcustomerstobuyacertainitem.Intoday'sworld,firmsdon'tholdbackinspendingmillionsofdollarsonadvertisingandmarketing.Theobviousreasonbeingthatthecompetitionisveryhigh,andeveryfirmwantstosellitsproductandmakeitabrand.Effec


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tiveadvertisingtechniquesusedinadvertisementsmakeaworldofdifferenceinsalesprospectsofaproduct.Advertisingeffectivenessismeasuredbytheroletheadvertisementhasplayedinmakingtheproductarealsuccessandhowwellithasconnectedwiththecustomers.Knowmoreabouteffectiveadvertisingmethodsfurtherthatformanintegralpartofeffectiveadvertisingtips.

1.3TYPEOFADVERTISEMENTTECHNIQUEAdvertisingaimsatpromotingtheproductsandservicesofacompany.Ithelpsinthecreationofabrandidentityandservesasaneffectivemeanstocommunicatetotheworldthevalueoftheproductortheservice.Throughdifferentadvertisingtechniques,companiesachieveagrowthinthesalesoftheirproductsandservicesbyattractingthemassestowardsthem.Differenttypesofadvertisingtechniquesaimathighlightingtheproductfeaturesandbringingaboutitsuniquenessinrelationtoitscompetitors.Advertisingtechniquesoftenintendtomakeaproductstandoutbythrowinglightonitsfeaturesthatmakeitlookdifferentfromtherest.Advertisingiscarriedoutthroughdifferentmediasothattheadvertisementsgainamassappeal.Itisbroughtbeforethepublicthroughvariouschannelstoensurethattheproductortheserviceisnoticedbythegeneralpublic.Followingisadescriptionaboutthevarioustypesofadvertisingtechniques.Printadvertisingmakesuseoftheprintmediasuchasmagazinesandnewspapers.Theprintmediaalsooffersoptionslikeadvertisingthroughbrochuresorpamphlets.Theeffectivenessoftheadvertisementmadethroughtheprintmediadependsonthepopularityofthemediaused.Theadvertisements,whichappearinpromi

nentnewspapers,haveagreaterchanceofbeingnoticed.Fliersandbrochuresarecommonlydistributedwithnewspapersandsupplementsareattachedtonewspapers.Insuchcases,thepopularityofthenewspaperandthelocationoftheadvertisementinit,mattermost.Theuseofaudio-visualmediaisanotherpopularadvertisingtechnique.Television,radiohavebeenusedinadvertisingsincelong.Internetadvertisingthathasemergedintherelativelyrecenttimeshasearnedahugerecognition.IncaseofradioandtelevisionthebroadcastingtimedecidesthecostoftheadvertisementwhilethelivelierInternethostswebsitesthatcontainadvertisements.Advertisementsrelatetothesubjectdiscussedbythewebsiteandpopularityofthewebsiteandthepositionoftheadvertisementonthewebpagearedeterminantsofitsnoticeability.AdvertisersusenotonlytheprintandtheTVandradiochannelsbutalsomovies

tofeaturetheiradvertisements.CovertadvertisingisthepracticeofindirectlypublicizingaproductthroughmoviesandTVshows.Forexample,theactressinthefilmortheTVshowmaybeshowntobeusingaparticularbrandofclothesorcosmetics;aparticularrestaurantorcompanymaybeshotsothatthecompanynameappearsinthescene.Theaudienceswatchingtheshoworthemoviearesuretonoticethenameadvertised,thuscontributingtothepromotionoftheproductshowcased.Theuseofeminentpeopleforthepromotionofabrandisoneadvertisingtechniquewhilemakinguseofcommonpeopleisanother.Thepurposebehindtheuseofcelebritiesisthatmanyidentifywiththecelebritiesanditisageneralpsychologytoemulatethepersononeidentifieswith.Celebritiesarewidelyadmiredandhenceprovehighlyeffectiveinadvertising.Theuseofplainfolksstrategyinadvertisingisbasedontheideathatcommonpeoplecaneasilyreachouttot

hemasses.Someadvertisingtechniquesusepromotionaltechniquesthatdemonizetheenemy.Apointofviewisstresseduponthemassesandtheoneswithanoppositestandpointaremadetofeelinferior.Someadvertiserspresentbeforethepublicacomparativestudybetweentwobrandsandbringoutthesuperiorityoftheirproductincomparisontothecompetitors.Someadvertisingtechniquesusesarcasmtopromoteaproductwhiledemotingthecompetitors'products.Manyadvertisingtechniquesarebasedonrepetitioninwhichtheproductortheservicenameisemphasizedandisrepeatedlyputforththepublic.Someadvertisingtechniquesmakeuseofhumanpsychologytofollowsom


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ethingbecausetheothersarefollowingit.Peopleinlargenumbersareshowntobeusingtheproductthusinasubtlewaycompellingtheaudiencestostartusingit.Advertisingtechniquesoftenmakeuseofemotionalandtouchingwordsoractionstoattractthemasses.

Advertisingtechniquesareandshouldbeefficientlyusedforsocialcauses.Awarenessaboutcertainimportantsubjects,socialissuesandenvironmentalproblemscanbeeffectivelycommunicatedtothepublicbymeansofadvertisements.Thegovernmentandothersocialorganizationsareseenimplementingpublicserviceadvertising.Butcommercialproductandservicecompaniesshouldtaketheeyesoffmoneymakingforalittlewhileandcomeforwardtoadvertiseforasocialcause.

1.4EffectiveAdvertisingStrategiesAstechnologyhasbecomeanintegralpartofourlives,advertisingtechniquestoohaveimprovedsothattheycancoverahugecustomerbase.Followingaresomeofthemosteffectiveadvertisingtechniquesusedbyadvertisingagencies1.4.1Can'tMisstheInternetSincethelastdecade,Internethasevolvedtobecomeoneofthemostpowerfuladvertisingtechniques.Whentheworldhasshrunkintoasmallglobalvillage,theadvertisingeffectivenessoftheInternethasassumedagreatersignificance.Whilebillboardadvertisingisstillinexistence,definitivelyitcan'tmatchthereachofInternetadvertising.Andthentherearethepayperclickadvertisi

ngtechniquesandSEOofwebsitesthatcanhelpyougetrankedbetter.Aptly,stated,nomatteryourfirmisinIT,infrastructure,computers,nonecantaketheriskofmissingInternetadvertising.Thisallhaseventuallyledtotheevolutionofawholenewsector,onlineadvertising1.4.2TVisEvergreenCertainly,usingTVtoyoulaunchyourbrandisoneofthemosteffectiveadvertisingtechniques.AlmostallhomeownerspossesaTV,ifnotInternetandhence,toreachpeopleallage,nothingcanbebetterthanaTV.Andjustwithaadof20secondsto1minute,you'rerequiredtoshoweverythingwithcreativity.Whenusedeffectively,selectivelyandwithexcellentmarketresearch,TVadvertisingcancertainlybeagreatsuccess.1.4.3PrintAdvertisingStillDominantIftheworldhasgoneonline,itdoesn'tmeannewspapersandmagazinesarenomo

reinexistence.Still,printadvertisingtechniquesthroughnewspapersandmagazinesisaveryeffectivewayofsellingproductsandmakingthembrands.Effectiveadvertisingwords,effectiveadvertisingslogans,catchyphrasesandcatchyheadlinesdocastanimpressionuponconsumers.Alladvertisingeffectivenessdependsontheabilityofadvertisingteamstocreateaneverlastingimpressionuponthemindsofconsumers.1.4.4RadioSpreadEverywhereRadiocommunicationhasincreasedbyleapsandboundssincethepastfewdecades.Radioadvertisinghasgrowninpopularityandwealllovetuningtoourfavouriteradiochannelsandlistentovarietyofmusic.Betweensongbreaks,advertisementsareintelligentlyclubbedinandtheyconveyallabouttheirproductswithinfewsecondsWiththelandscapeofadvertisingalmosttakinganewturnandadvertisingtechn

iquesbeingemployedthroughsocialnetworkingwebsites,blogginganddirectmailmarketing,thefutureofadvertisingislookingbright.Foreffectiveadvertisingexamples,wecanresearchaboutadsofNike,Reebok,CocaCola,FedExthatarelegendaryinthefieldofadvertisingandrulethepsycheofcustomers.Effectiveadvertisingcampaignsareakeytoensurethattheproductislaunchedinmarketattherighttimeandgarnersmaximumsales.Itisthehallmarkofeverysuccessfuladvertisingcampaignthatit'scoupledwithcreativityandlotsofthoughtbehindit.Thewinnerinchoosingeffectiveadvertisingtechniquesistheadmakerswhoneverunderestimatethepowerofconsumerintelligence.Ifanadcanemotionallyappealtoanaudience,itcertainlyhasthepotentialtoattractm


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oreattentionfromconsumersandtheymaybeeventuallycompelledtobuyit.

1.5IntroductiontoMidSizeCarsAmidsizecarisreferredtoasanautomobilewithasizebetweenthatofcompactandfullsizecars.ThepricerangeofmidsizecarsliesbetweenRs3to8lakhs.Themidsizecarshavethecapacitytocarry4passengers-2adultsand2children.Thecreditofmanufacturingofthesecarsgoestocompanieslike-FiatIndia,Ford,GeneralMotors,HindustanMotors,Hyundaimotors,MarutiUdyog,SanMotorsandTataMotors.Whilethecompanieslike-Ford,Hyundai,GeneralMotorsandMahindra&Mahindraareyettolaunchtheirmodelsunderthissegment.Thismodelbasicallytargetexecutiveclass.

1.5.1 TOPFIVEMIDSIZECARSININDIA1. Mahindra-RenaultLoganThewide-bodyLoganrolledoutonIndianroadstomarkthenew-foundpartnership

ofMahindra&MahindraandRenault.Ithasseenmuchsuccesssinceandisavailableinbothdieselandpetrolvariants.Thedieselvariantscomewitha1.5LInline-4enginethatproduces65bhp.Thepetrolvariantscomewithtwoengineoptions:a1.4LInline-4thatdelivers75bhpanda1.6LInline-4thatchurnsout84.5bhp.Allvariantscomewithasmooth-shifting5-speedmanualtransmission.Theestimatedfueleconomyis10/15km/l(city/highway)forthepetrolvariantsand12/17km/l(city/highway)forthedieselvariants.ThestartingpriceofMahindra-RenaultLoganisRs4.36Lakh(ex-showroomDelhi).2. MarutiSuzukiSwiftDzireTheSwiftDzirefromthehouseofMarutiSuzukiissimilarinfrontfasciawithitssiblingSwift.Itcarriesflashychromegrilleandslightlysharperdesignheadlamps.Thecarsinteriordoesnotlagbehindeithergivingluxuriousl

ookorfeel.TheDzireprovidesachoiceofthesametwoenginesavailableontheSwift.Thepetrolenginepoweredby1.3L16-valveIn-line4churningout87bhpandthedieselvariantsgeta1.3LturbochargedDDiSenginethatdelivers75bhp.TheDzirecomeswithastandard5-speedmanualtransmissionandanestimatedfueleconomyof15.9km/lforthepetrolversionand21km/lfordieselversion.ThestartingpriceofMarutiSuzukiSwiftDzireisRs4.7Lakh(ex-showroomDelhi).3. ToyotaEtiosLivaTheToyotaEtiosisalineoffour-doorsedanandhatchbackcarsproducedbyJapaneseautomobilemanufacturerToyotaexclusivelyfortheIndianAutomotivemarketsince2010.TheEtiosnameplatecomesfromtheGreek"Ethos",meaningspirit,character,andideas.ThesedanversionwaslaunchedinDecember2010andtheLi

vahatchbackwaslaunchedinJune2011.Asof2011,thefirstgenerationofEtioshassoldmorethan30,000unitsinIndia.ToyotaEtiosLivaJRs.4,09,988*1197cc,Manual,Petrol,14.0-18.0kmpl

4. HondaCivicTherecentlylaunchednewHondaCivicistheeighthgenerationCivic.Itplacesitselfintheentry-levelDSegmentandcompeteswiththeToyotaCorollaandthe


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SkodaOctavia.TheCivicdesignisyouthfulandtrendyincomparisontoitscompetitors.TheCiviccomeswitha130bhp,1.8Li-VTECInline-4enginethatcanbecoupledtoa5-speedmanualtransmissionora5-speedautomatictransmission.TheHondaCivicwasvotedas?CaroftheYear?for2007withtop-of-the-linetechnology,sportylooks,andchoiceoftransmissions.Theestimatedfueleconomyis8/13km/L(city/highway).ThestartingpriceofHondaCivicisRs10.91Lakh(ex-showroomDelhi).5 MarutiSuzukiSX4Kingofcarsareapasse,herecomesthemenofcars.TheSX4isthetallestandbroadestsedaninitssegment.InfluencedbythelatestEuropeandesigntrends,theSX4boastsofatrapeziumformwithwidetreadsandlargewheelsanditmeasures4,490mminlengthand1,735mminwidthtoachieveanimposingstance.TheSX4comeswitha1.6LInline-4enginethatchurnsout102bhpandiscoupledtoa5-speedmanualtransmission.Theestimatedfueleconomyequalsmostothersinitssegmentat15km/l.ThestartingpriceofMarutiSuzukiSX4isRs6.18Lakh(ex-showroomDelhi).1.6EffectofTVAdvertisementonMidSizeCarsBuildingBrandNameLoyaltyInherbookNoLogo,NaomiKleinsaysthatthemid-1980ssawthebirthofanewkindofcorporationToyota,MarutiSuzuki,Hundaitonameafewwhichchangedtheirprimarycorporatefocusfromproducingproductstocreatinganimagefortheirbrandname.Marketersplanttheseedsofbrandrecognitioninveryyoungcustomer,inthehopesthattheseedswillgrowintolifetimerelationships."Brandmarketingmustbeginwithcustomer.Evenifachilddoes

notbuytheproductandwillnotformanyyears...themarketingmustbegininchildhood."Manycompaniesareusing"buzzmarketing"anewtwistonthetried-and-true"Wordofmouth"method.Theideaistofindthecoolestkidsinacommunityandhavethemuseorwearyourproductinordertocreateabuzzaroundit.Buzzor"streetmarketing,"canhelpacompanytosuccessfullyconnectwiththesavvyandelusiveteenmarketbyusingtrendsetterstogivetheirproducts"cool"status.

CommercializationinEducationAschoolsettingdeliversacaptiveyouthaudienceandimpliestheendorsementofteachersandtheeducationalsystem.Marketersareeagerlyexploitingthismediumforpromotingtheirproductsinanumberofways,including:

Supplyingschoolswithtechnologyinexchangeforhighcompanyvisibility.Exclusivedealswithfastfoodorsoftdrinkcompaniestooffertheirproductsinaschoolordistrict.Advertisingpostedinclassrooms,schoolbuses,oncomputers,etc.inexchangeforfunds.SponsoringschooleventsTheInternetisafavoritemediumwithmarketerstotargetcustomer:itisapartofyouthculture.ThisgenerationofyoungpeopleisgrowingupwiththeInternetasadailypartoftheirlives.Kidsareoftenonlinealone,withoutparentalsupervision.unlikebroadcastingmedia,whichhavecodesregardingadvertisingtokids,theInternetisunregulated.Sophisticatedtechnologiesmakeiteasytocollectinformationfromyoungpeople

formarketingresearch,andtotargetindividualcustomerwithpersonalizedadvertising.Themarriageofpsychologyandmarketingtherehavebeenseveralempiricalstudiestounderstandthepurchasebehaviorofcustomerandtobeabletopredictchoice.Thenthereisthefieldofchildpsychology.Existingtheoriesonchildpsychology,regardinglearning,thinking,perceptionandsocialinteractionhavebeenprimarilyaimedateducatorsandtherapists.Currently,Marketingtocustomerisapproachednodifferentfrommarketingtoadults,intheory:Understandtheneedsandrequirementsofthetarget


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Findgaps,seewhereneedsarenotbeingadequatelysatisfiedorwhereasignificantlymoresatisfactoryofferingcanbemadeCreateanofferingthataddressestheseneeds,keepingtheaudienceinmindFindouthowyouraudienceislikelytopurchase,themodeandthelocation.Makeyourofferingavailablethroughappropriatechannels.Findouthowyouraudienceevaluatesofferings,howtheyperceivemessagesDesignandexecuteacommunicationplanaccordinglyTheproblemsariseoutofthesimplereasonthatmarketersareadultsandtheythinklikeadults.Whatmayseemappropriatetoanadultmindmaybelostonachild.Itneedsastudyofthecognitiveprocessesofcustomeratdifferentstagesofdevelopment,areasontounderstandwhat,whyandhowofcustomersthinking.ThisiswherethetheoriesofPiagetandVygotskyhelpcreateabasetounderstandchildasaconsumer.ThedevelopmentofthoughtAmongtheearly,significanttheoriesoncognitivedevelopmentwerethoseofJeanPiaget,aSwissbiologistwhopropoundedtheconceptofGeneticEpistemology.Piagetstheorieswerepathbreakingandareinessencestillstudied.Understandingthesetheoriesbringsaveryclearperspectivetolookingatcustomersbehavior.Theimageofthechildchangestothatofacomplex,fascinatingorganism,gropinginbewilderingenvironmentnotonlytosurvivebutalsotocomprehendandcontrol.Thisdrivesthechildtolearn.OneexplanationfortheforcesofcognitivedevelopmentistheconceptofEquilibration.Justasthebodyseekstofindaphysiologicalstateofequilibriumbetweenexerciseandrest,orhungerandovereating,thechildsmindseeksequilibriumbetweenwhatheunderstandsandwhatheexperiences.Itsfunctionistobrin

gaboutabalancebetweenassimilationandaccommodation.Accommodationistheprocessofadaptingcognitiveschemesforviewingtheworldtofitreality.Assimilationisthecomplementaryprocessofinterpretingexperience(individualinstancesofgeneralconcepts)intermsofcurrentcognitiveschemes.ThegoalofthechildiscognitiveequilibriumAdaptation-Adaptingtotheworldthroughassimilationandaccommodation.Assimilation-Theprocessoftakingmaterialintothemindfromtheenvironment.Accommodation-Thedifferencemadetoone'smindorconceptsbytheprocessofassimilation.AssimilationandAccommodationarethetwocomplementaryprocessesofAdaptationdescribedbyPiaget,throughwhichawarenessoftheoutsideworldisinternalized.Althoughonemaypredominateatanyonemoment,theyareinseparableandexistinadialecticalrelationship.

InAssimilation,whatisperceivedintheoutsideworldisincorporatedintotheinternalworld,withoutchangingthestructureofthatinternalworld,butpotentiallyatthecostof"squeezing"theexternalperceptionstofithencepigeonholingandstereotyping.InAccommodation,theinternalworldhastoaccommodateitselftotheevidencewithwhichitisconfrontedandthusadapttoit,whichcanbeamoredifficultandpainfulprocess.Thishappenswhenthechildtriestoputininformation,whichdoesnotfitthepre-existentfieldsandcategories.Hehastodevelopnewonestoaccommodatethenewinformation.BothAssimilationandAccommodationhappentogether.Thiscanbeexplainedwiththeexampleofsolidfood.Whenachildhassolidfoodputinhismouthforthefirsttime,heattemptstodowhatheisusedtodoingwithanythingputinhismouth,hesucksonit.Thenhetrieschewingonitandrealizesthatthisissomethingthatcanbedonewiththingsputi

nthemouth.Headaptstotheintroductionofsolidfood,otherwisealientohim,byassimilatingitandaccommodatingit.Whenarattleisputinhishand,heputsthatinhismouth,sucksonit,andthenchewsonit.Hecannotassimilateit.Cognitiveadaptationatthisstagecauseshimtocreateanewclassification.Thingsthatareedibleandnon-edible.Thisclassificationisabasicmechanismforthoughtprocesses.Piagetstermschemawouldbefood,inthiscase.Theschemawouldbeclearlydifferentiatedfromotherschematasuchastoys.Whileadapting,thechildalsodevelopsintellectually[Piaget,1975].Heorganizeshisnewexperiencesdifferentiating,integrating,categorizingsothatthefirstvagueglobalschemaofobjects-thatgo-in-the-


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mouthbecomessophisticatedandvariedenoughtoincludeallthevariedmembersofthecategoryfood.However,ascognitiveequilibriumisonlypartial,existingequilibriummustevolvetowardsahigherformofequilibriumtowardsamoreadequateformofknowing.Piagetarguedthatthisprocessofontogenydrovecognitivedevelopment.Whenonecognitiveschemebecameinadequateformakingsenseoftheworld,itwasreplacedbyanother,requiringfundamentalcognitiverestructuringonthepartofthechild.Thisbringsupaquestion-Oncetheorganismisinequilibrium,whatupsetsit?Whyandhowdoesachildlearn?Thisisexplainedbythreedynamicforcesthatalterthestatesofequilibriuminanorganism. Maturation:Astheschemataofcognitivestructuresdevelop,thechildbeginstusethemasifhelearnttousehismusclestowalk,andthentorunandclimb.Achilddoesnotthinklikeanadultsimplybecausehedoesnothavethelogicalstructures,theorganizationsofthought,andthemethodsofreasoningwhichwouldenablehimtodealwithadultproblems.Asthechildgrowsandmatures,hefillsthisgapbybecomingcuriousandbyquestioning.Whenhefindsasatisfyinganswer,heattainsequilibriumforashortperiod. Experience:Thispertainstophysicalandempiricalexperiencethatachildmigtcomeacrosswhileperformingactivitieslikeplaying,countingorliftingobjects.Onceachildhashadaphysicalexperiencewithaconcreteobjectsuchasaball,hecanformamentalimageofthatobjectandactuponitinthought.Hecanthinkaboutthrowingtheball,andhisthoughtisinteriorizedaction.Eachoftheseexperiencesteachesthechildsomethingnew,creatingasensoryimbalance

,causinghimtolookforequilibrium. SocialTransmission:Verbalinstructionstransmittedbyparents,teachersandpoplearoundthechild.Usuallyhavingmultiplesourcesofsociallearningcausessomeamountofconflict,wherethechildmayhearcontradictorystatements.Whenhisequilibriumisdisturbed,thisway,thechildsetsouttoachieveanewandhigherequilibrium.Thusasthechildsmentalstructuresbecomecapableofgrapplingwithnewproblems,heisstimulatedandchallengedbyhisenvironmenttoseeknewsolutions. PiagetsStagesofDevelopmentPiagetsuggestedthattherewerefourmajorcognvestagesinlogicaldevelopment,correspondingtofoursuccessiveformsofknowledge.Duringeachofthesestages,customerwerehypothesizedtothinkandreasoninadifferentway.Thesestages,andtheirapproximateagesofoccurrence,were:

Thesensory-motorperiod:0-2years.Sensory-motorcognitionwasbasedonphyinteractionwiththeworld.OneofPiagetsfundamentalnotionswasthatthoughtdevelopedfromaction.Inhisview,alogicofactionexistedpriorto,andinadditionto,therepresentationallogicofthought.Forexample,oneofthehallmarksofthisperiodwastheattainmentofobjectpermanence.Thedevelopmentofobjectpermanencereferstotheunderstandingthatobjectscontinuetoexistevenwhentheyarehiddenfromview.Acompleteunderstandingofobjectpermanencewassaidtoemergeonlybetween15and18months,markingtheattainmentofacognitiverepresentationoftheobject.Ifitweretruethatcognitiverepresentationsdonotemergeuntilthefinalstageofsensory-motorcognition,thenbabieswouldhavetowaitalongtimebeforetheycouldengageinanymeaningfulcognitiveactivity.Learning,memory,reasoningandproblem-solvingabilitieswouldallbeseriouslyconstrained.

Theperiodofpre-operations:2-7years.Betweenaround18and24months,thebginningoftheinternalizationofactionwasthoughttooccur,althoughtheresultsofsuchinternalizationscouldonlysupportlimitedformsofthoughtastheywerenotyetmentallyreversible.Afullunderstandingofthepropertiesandrelationsofconcreteobjectswasthoughttodevelopverygraduallyduringthepre-operationalstage.Duringthisperiod,customerssolutionofproblemsconcerningobjectsandtheirrelationsdisplayedmodesofthoughtthatwereegocentric.Thechildperceivedandinterpretedtheworldintermsoftheself.Pre-operationalthoughtalsodisplayedcentration,inthatthechildtendedtofixononeaspectofasituationorobjectandignoreotheraspects.Finally,itdisplayedala


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ckofreversibility,inthatthechildwasunabletoreversementallyaseriesofeventsorstepsofreasoning.Thepre-operationalchildwasthusseenasprelogical,havingasubjectiveandself-centeredgraspoftheworld.Nevertheless,viathetransitionfromsensory-motortopreoperationalformsofthought,thepracticallogicofrelationsandclassesintermsofsensory-motoractionweretheprecursoroftherepresentationallogicofrelationsandclassesusedintheconcreteoperationalstage. Theperiodofconcreteoperations:7-11years.Duringconcreteoperationalcoon,thecompositionsofinternalizedactionsbecamereversible,makingthebeginningofmentaloperationssuchasclassinclusion,transitivityandconservation.Piagetdevelopedtestsoftheattainmentofeachoftheseoperationsthathavebecomeclassictasksinthecognitivedevelopmentalliterature.Theacquisitionofconcreteoperationswasmarkedbythegradualwaningofegocentricity,bytheabilitytodecentreorconsidermultipleaspectsofasituationsimultaneously,andbyreversibilityortheabilitytounderstandthatanyoperationonanobjectsimultaneouslyimplieditsinverse.Thechildsgrowinglogicalinsightswerethoughttoleadtothedevelopmentofconcreteoperationalmentalstructures,suchasclassification,seriationandconservation.Piagetsideawasthatmathematicallogiccouldbeusedtodescribethepsychologicalrealityofthelogicalstructuresdevelopedbythechild,andthereversibilityofthosestructures. Theperiodofformaloperations:11-12yearson.Duringformaloperationalcoon,certainconcreteoperationsbecamelinkedtogether,markingtheonsetofscientificthought.Formaloperationalreasoningdependedontheabilitytotaketheresultsofconcreteoperations,togeneratehypothesesabouttheirlogicalrelat

ionshipsandtorepresentalternativehypothesesandtheirdeductiveimplications.Piagetdescribedthislevelofreasoningasoperatingonoperations,orsecond-orderreasoning.Heconceptualizedthismathematically,intermsoftheabilitytoapplyaformalsystemsuchaspropositionallogictotheelementaryoperationsconcerningclassesofobjectsandtheirrelations.ManyofPiagetstestsforthepresenceofformaloperationalstructuresinvolvedtasksrequiringscientificthought,suchasdiscoveringtherulethatdetermineswhethermaterialbodieswillfloatorsinkinwater,discoveringtherulebetweenweightanddistancethatwillenableabeamtobalance,anddiscoveringtherulethatgovernstheoscillationofapendulum.However,Piagetrecognizedthattheacquisitionofeachnewwayofthinkingwouldnotnecessarilybesynchronousacrossallthedifferentdomainsofthought.Instead,hearguedthatthechronologyofthestagesmightbeextremelyvariable,andthatsuchvariabilitymightalsooccurwithinagivenst

age.Thus,theagesofattainmentthatPiagetgaveforthedifferentcognitivestagesareonlyapproximations. Howcustomerthink,reactandevaluateDuetothenatureofformationofcognitvestructures,customerdesiretoattainequilibrium.Customerhaveotherbasicneedsthattheytrytosatisfywhilemaintainingasenseofbalance.Intermsofwhattheydo,customerwantsafetyandfamiliarityaswellastheopposite,adventure,riskandthethrilloftheunknowninourlives.Achildsfirststep,forinstance,isarisk,anactofcourage,asisthedecisiontospenditsownpocketmoneyonsomethingnewanduntested. Egocentrism-Atbirth,theinfantunawareofanythingbeyondhimself.Heknowsnothingoftheworldapartfromhisimmediateconsciousnessandthereforecannotdistinguishhimselffromhissurroundings.Thisreducesslowlyasthechildlearnsofhisenvironmentandpeople,butittakesalotofdevelopmentforcustome

rtobeabletolookatthingsfromanotherpersonsperspective.Ithasbeenobservedthatingroups,customercommonlyengageincollective-monologues,appearingtoplaytogetherbutactuallyeachchildisengaginginamonologue,completelydisregardingwhatothersmaybesaying.PiagetintroducedtheconceptofEgocentrismtoexplainthisphenomenon.Egocentrismisfundamentallyacognitivelimitation;customerareegocentricbecausetheyfailtounderstandhowsomeoneelse'spointofviewmightbedifferentfromtheirown,ortheyfailtocoordinatetheirpointofviewwiththatoftheotherperson.UnderstandingEgocentrismiscriticaltounderstandinghowachildthinks,tobeabletomakesenseofbehaviorthatmightotherwiseseemirrationaland


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random.ThisisamanifestationofEgocentrism.Ifadesiredobjectishidden,theinfantactsasthoughitnolongerexisted.Ittakessometimeforachildtodevelopobjectconstancy.Hedoesnotknowthatobjectsexistintheenvironmentevenwhenhedoesnotseethem.Theinfantisonlyawareofhisimmediateexperience.Ifthatexperiencedoesnotincludeperceivingtheobject,thenhehasnoideathattheobjectisthereandhaspermanenceofitsown.Eventually,afteragooddealofexperiencewithobjectsthatthatswing,drop,orrolloutofsightthatthechildlooksforthem.Gamessuchashide-and-seekbecomeasourceofunfailingdelightbecauseofthereappearanceofhiddenbutexpectedobjects.Anessentialforlaterlearning,thisrealizationofthepermanenceofobjectsreducesthechildsegocentrismbyenablinghimtodifferentiatebetweenhimselfandexternalrealitythatexistsindependentlyofhim.

ConservationConservationistheabilitytorealizethatcertainattributesofanobjectareconstant,eventhoughitchangesinappearance.Inanexperimentwhenachildisshowntwoequalsizedballsofclayandthenoneisrolledintoafatsausageinfrontofhim.Achildyoungerthanseventhinksthatthesausagehasmoreclayinitbecauseitislonger.Hisperceptionisimmediate,egocentricandlimitedtothepresent.Hecentershisattentiononasingle,strikingfeature,thelength.Hehasnotyetmasteredreversibility,theabilitytofollowaseriesoftransformationsandthenreversedirectionandthinkbacktowhenthesamepieceofclaywasaroundball.Thepre-operationalchildfindsitdifficulttounderst

andtheconservationofsubstance.Thechildintheperiodofconcreteoperationsunderstandsthisconceptandmayevenunderstandconservationofweight.However,conservationofvolumeisnotacquiredtillaboutelevenortwelve.Thereasonforthechildfindingtheseconceptsbafflingisthemissinglogicalstructuresinhiscognitivedevelopmentthatareyettobeformed. RealismAnabsoluteexplanationforeverythingCustomerusuallytendtohavelanationsforallphenomena.Theyhaveareasonand,whatintheirmindsis,theonlyobjectiveviewpoint.Thisisamanifestationofbothegocentrismandastopgapefforttoreachequilibriumwhencertainquestionsremainunansweredintheircognitivestructures[Piaget,1955].Tothechild,allthingsareequallyrealwords,pictures,dreams,feelings.Names,forexample,arerealandexistaspartofthethingbeingnamed.Theyoungchildcannotconceivethathecouldhavebeengivenanothername.

AnimismThewholeworldisalivethechildbelievesthatnatureisalive,conous,andendowedwithpurpose.Thisarisesbecausethechildbeingunconsciousofhimself,confuseshimselfwiththeuniverse[Piaget,1955].Therearefourstagesinthedevelopmentofanimism.Uptoabout5yearsofage,thechildbelievesanythingmaybeendowedwithpurposeorconsciousactivity.Heblamesaball(Badball)forrefusingtobethrownstraight,oranaughtychairforbumpinghim.Thenatransitionstageoccurswhenachildexperiencescognitiveconflictandmayreverseorcontradicthimself.Onlyobjectwhichmove,suchasfloatingcloudsorcars,arealive.Inthethirdstage,onlyobjects,whichmovespontaneously,arealive;carsandbicyclesarenot.Thelaststage,inwhichonlyplantsandanimalsareconsideredalivehappensataboutelevenortwelveyears. ArtificialismEverythingismanmadethetendencyofthechildtobelievethaumanbeingscreatednaturalphenomena[Pulaski,1971].Reasoninglikethiscomes

fromquestionslike:Whomadethesun?,Whoputsthestarsinthesky,atnight?Thchildthentriestocreateananswerthatissatisfactory,inordertoreachequilibriumandhecomesupwithexplanations. FantasyBeyondreasonandreasoningCustomer'sstorieshaveuniversalappealatconstitutesfairytalesinWesternculturesdifferslittlefromlegendsandtaleswovenoutourownepics.Theatreowners'dispositiontowardsfilmsaroundcustomer'sfantasiesisanothergoodindicator.InIndia,manyWesternproductionsaregivenamissbydistributors,drivenbythebeliefthatitwillhaveanarrowappealifnotlackrelevancealtogether.However,afilmbasedonfantasy,willsurelyfinditswayintotheIndiantheatres[McCann-Erickson,2003].


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SentienceNeedtogratifythesensesAnimportantpartofthewaycustomergrupislearningthroughallthesenses.Thisexplainstheneedforplay-acting,formakebelieve.Thereasonwhyachildinternalizestheconceptofatrainbyplayingwithasetaoftoyblocks,makingtrainsounds.Thesymbolicrepresentationhelpshimassimilateallthecharacteristicsoftrainshehasseen,allthesenses.Thisisverydifferentfromthewayadultsinternalizeobjects[Pulaski,1971].Customerinteractmore,theydonotjustperceiveaproductoraretailenvironment,andtheyactuallyplaywithit.Itcomesfromtheirnature,theyarequestioningandlearningbecauseseveralofthecognitivestructuresthatadultstakeforgrantedaremissinginthechildsmentalmake-up.Achildnoticesandobservesmore,lifeislessmundaneforhimthanitisforanadultdoingachore.Inastore,achildnoticesthingslikefloortiles,point-of-purchasebanners,displayshelves,danglers,andifthesearewithinanarmsreach,thechildwilltrytotouchit,tomoveit.Hisexperienceneedsinputsfromseveralsenses;ifheisyoung,enoughhewillwanttoputanysuchobjectinhismouth,totasteit,tochewonit.Anadultmaylookatabannerand'know'howtheplasticsheetmaterialmightfeel,butachilddoesnot'knowhehasnotmadetheconnection;itisanewsensationtohim.TheInformationprocessingframeworkConsumersocializationisbestunderstoodintermsofcustomersdevelopingabilitiestoselect,evaluateanduseinformationrelevanttopurchasing.Theinformationprocessingframeworkcomesfromconsumerbehaviortheory.Thisframeworkworksontheassumptionthatcustomerareactiveparticipantsinthecommunicationprocessattendingtosomemessagesandignoringothers,selectingsomeinformationinonecommercialtocomparewithproduct

informationgainedthroughexperience,andsoon.Theframeworkbelowshowsanexampleforaspecificpurchasedecision.Table1.1PurchaseDecisionFrameworksEnvironment InitialProcessing CentralProcessingFamily Informationsearch InterpretationandComprehension PurchasingDecision

Attention StructuringofinformationTelevisionAdvertising InformationSelection Evaluation

UseofinformationThemodeldepictstwoinfluencesoncustomersconsumerbehaviorthefamilyandte

levisionadvertising.Therearemoreinfluencessuchaspeers,in-storedisplays,etc.Thedecision-makingisdividedintoinitialandcentralprocessing,todescrbethedifferentcognitiveactivitiesthatcustomergothroughinacquiring,structuring,interpretingandusinginformation.Acoupleofcaveatsarenecessary,nowthatthismodelhasbeendescribed: Customerdonotgothroughthisentireprocessforeverypurchasedecision.Inomecases,achildmightwantatoyonlybasedononeattribute(say,ablinkinglight).Inmanycases,thereisnorealinformationsearchcustomermaysimplyseeadesirableproductwhilewalkingthroughastore. Whentheeventsdepictedinthemodeldooccur,theycouldtakeplaceinafewecondsoroveraconsiderableperiodoftime.Themodeldepictsarationaldecision-makingprocess.Thisisonereasonwhyitdoesnotalwaysapplytoachildsdecisionmaking.Nevertheless,itprovidesaconc

reteframeworktounderstandconsumersocialization.


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REVIEWOFLITERATURENumberofstudieshasbeenconductedabouttheeffectivenessofTVadvertisementonpurchaseofmidsizecar..Andnumbersofreviewsonthepreviousresearchesarepresentbutduetopaucityoftime,afewsnapshotsofliteraturearegivenhere.Merrill(1975)examinedthatalltypesofmediaandadvertisingandtheethicsthatgoalongwiththem.Itincludesinformationonformsofmedialiketelevision,journalism,broadcasting,etc.Thebookstartsoutwithhistoryofthemediaandgoesonwithallsortsofdifferentarticles,storiesandfactsaboutthemediaandethics.Also,thebooktalksaboutcorruptpeopleinthemedia.Themostimportantpointsmadeinthisbookareabouthowfairtelevisionshouldbeandbroadcastingfreedom.Thisbookcontainsalotofdifferentpieceswrittenbydifferentwriters.IcannotdecideifalloftheinformationinallofthepiecesarecrediblebutalotarewrittenbywellknowPh.D.sandwriters.Theintended

audienceisallofthoseinvolvedorinterestedinthemedia.Alimitationofthispieceisthatitincludesmostlyinformationaboutjournalismbutnotsomuchaboutadvertising.Iwillutilizethispiecebycomparingthemediawithadvertisementsandexplainhowtheyarebothunethical.ThispieceissimilartoacoupleofotherslikeDecidingWhatWeWatchbecauseittalksalotaboutjournalismandmedia.Itisdifferentfrommyothersourcesfortheverysamereason.Heller(1990)determinedthatpsychologistshelpingadvertisingcompaniestohelpthecreateeffectiveadvertisementsthattargetchildren.Thearticleasksifthisisethical.Psychologistsalsohelpthesecompaniescreateeducationaltoyadvertisements,anti-drugadvertisements,dontdrinkanddriveadvertisements,etc.Sothearticleasksifyoucanreallyseparateoutallofthesituationsandmakeastatementthatincludesallofthem.Themainissuethearticletalksaboutisthatpeoplefeelasthoughpsychologistsownthatinformationandcanuseit

astheypleasebutthatthatisnotthecaseatall.Thearticlesaysthatultimatelyparentsshouldbetrainedandabletosaynobecauseafterallitisthereresponsibility.Theintendedaudienceofthispieceispeoplewhoareaccusingpsychologistofusingthereknowledgeunethicallybygivingittoadvertisementcompaniesandotherswhomaybeinterestedinthetopic.Limitationsofthispiecearethatitisnotverylonganddoesnotprovidealotoffactualinformationsoitmaybedifficultformetoobtainfactstobackupmyargument.IwillbeabletousethisarticleformyargumentpaperbecauseitgivesaspecificissuethatIcanrefertowhentalkingaboutmytopic.ItalsoarguesanopposingsidetomyargumentwhichIcanuseasinformationwhenarguingmyside.ThisarticleisdifferentformAdvertisingLawandEthicsinthatitismuchmorespecificandalittlemorepersonal.James(1994)studiedthattalksabouttheperceptionofadvertisingethicsamong

460membersoftheAmericanAdvertisingFederation.Areasthataretalkedaboutareanalysisofmembers'perceptions,Agencies'standards,Activepublicresponsibility,Advertisingclaims,Agencies'socialresponsibility,Bestpredictoroftheapplicationofdeontologicalethicstotroublesomesituationsinadvertising.FromJanuarythroughAugust1999,CorneliusB.PrattwasonaFulbrightteachingassignmentintheDepartmentofMassCommunicationattheUniversityofZambia(UNZA)insouthernAfrica.Theintendedaudienceofthispieceisstudentsandprofessorsaswellasothersinterestedinthetopic.Limitationsofthispieceincludethefactthatthearticleisbiasduetothefactthatisbasedonperceptionsalso,thatitmaynotbeastrongbackupformyargument.Icanutiliz


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ethissourceformypaperbecauseIwillbeabletoseetheperceptionsofpeopledirectlyinthebusinessandunderstandtheirsides.ThisisverydifferentfrommyothertwosourcesbutsimilartoAdvertising,Children,andEthicsbecauseitgivesmeinformationontheopposingsideofmyargumentShaw(1999)examinedthataboutthedifferentwaysthecountriesviewthesedifferentconcepts.Itaboutthemeaningofregulationinthedifferentcountries.Itincludedthatbringsinthecaseofchildrenandhowsexhaschangessincethesixtiesinadvertisement.Also,thisbookincludesinformationandideasaboutnewsandrealityprogramsandprivacyalongwithlanguage.ThisbookiswrittenbyColinShaw,aformerbroadcastingexecutiveforBBCandIndependentBroadcastingAuthorityandhastaughtandtheUniversityofPennsylvania.Hehasgreataccesstoinformationthatwouldmakehisbookcredible.Alimitationofthispieceisthatitdoesdonothaveanyinformationoncertainethicsofadvertising.Theintendedaudienceforthisbookisprobablypeopleatcollegelevelandabove.IplantoutilizethissourcebybeingabletocomparetheUSadvertisingethicswiththeUKinordertobackupmyargument.Thissourceissimilartoacoupleofmyothersourcesbecauseitoffersdefinitionsandpertainingtoadvertisingethicsbutisdifferentbecauseitcomparesonenationsethicswithanothers.Richards(2000)studiedthatAdvertisingLawandEthicstalksallaboutadvertisingandtheissuesthatgoalongwithit.Thearticletalksaboutcurrentissueswithadvertisingandtheethicsthatgoalongwithadvertising.Ittalksaboutthefirstamendmentanditspartinadvertising.Itincludesinformationondeceptioninadvertisingaswellasinformationaboutunfairnessinadvertising.Lastlythearticleincludesinformationonalltypesofadvertisingandtheissuesth

atgoalongwiththedifferenttypessuchassubliminalappeals,tobaccoandalcohol,children,privacy,trademarkandcopyrighting,sweepstakes,andpoliticalandtelemarketing.ThisprogramhasagreatreputationandisoneofthetopprogramsinthecountryandafiveminutestoryontheprogramwasairedonMediaTV.Theintendedaudienceofthispieceisallpeoplewhoareinterestedinfindingoutaboutorresearchingadvertisingethicsbutdonothaveagreatdealofbackgroundknowledgeonthetopic.ThisarticleincludesalotofusefulinformationandfactsthatcouldhelpbackupmyargumentaswellasinformmeontheopposingargumentsothatImaysuccessfullyrebutthatargumentRubak(2001)studiedthataboutillegaladvertisingmethods.Firstittalksaboutthebaitandswitchmethodwherecompaniesadvertiseoneproductatagreatdealbutwhenthecustomerarrivesatthestoreandfindsouttheyareallsoldoutandtheissoldalowerqualityitematthesameprice.Thearticlealsouses

theexampleofpornographyadvertisementonline.Pornographysiteadvertisefreepictureandvideosthenthecustomerclicksontheselinksgoingthroughmanylinksuntiltheyreturntowhattheywereoriginallylookingforandareaskedforacreditcardnumber.Thisarticlealsotalksaboutwheretodramthelineinadvertising.Hetalksaboutthingssuchasstealingadspace,defacingproperty,gamblingwithpeopleshonor,etc.ThispieceiswrittenbyamannamedJoshRubak.Iamnotsurewhoheisbutheseemstobewellknownandabusinessman.Ithinkthatthispieceisverycredible.Theintendedaudienceismostpeople,anyonewhowouldbeinterestedinreadingthearticle.Thearticleisstraightforwardandeasyforalmostanyonetoread.Alimitationofthispiececouldbelackofanopposingargumenttostrengthenthesource.Icanutilizethispiecebyusingthespecificinformationitprovidesaboutillegalactionscompaniesusetoadvertise.Thistextisdifferentfromallofmyothersbecauseitprovidesme

withspecificexamplesofwaysthatareusedtounethicallyandillegallyadvertiseDittrich(2004)determinedthathowadvertisingpromotestheculturescurrentforbodyshapeandsiteandtheimportanceofbeauty.IttalksaboutwomensmagazinesandhowtheyincludesomanyaddsforweightlossandhowmanygirlsownBarbiedolls.Thepiecealsotalksabouthowalloftheseaddseffectpeopleandtowhatextenttheyeffectpeople.TheauthorofthispieceisthedirectorofResearchandOutreachforAbout-FaceandhasadoctorateinClinicalPsychology.BasedonthosefactsaloneIfeelthatthispieceisverycredibleandcontainstruthfulinformation.Limitationsofthispieceincludeonlyhavingonesideandn


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otpertainingspecificallytoethicsinadvertising.IwillbeabletoutilizethispiecemostlybecauseitcontainsalotofstatisticsandgoodinformationtohelpmeintheangleIamgoingtotakeonhowethicsinadvertisingaffectwomenMiles(2004)examinedthatarguesthatcurrenttrendsinadvertising,particularlyanincreasedrelianceoncomplexdestabilizingmetaphors,haveproducedadouble-bindsituationwithintargetaudiencesthathasresulted,asperGregoryBatesonsdescriptionoftheschizogenicprocess,inschizophreniccommunicationpatternsbeingfedbacktoadvertisers.Linksaremadetotherootsofironicconsumptionandotherparadoxicaltensionsinconsumerbehavior.Steedman(2004)concludedthatadvertising,withitseffectsonbothindividualwantsandthegeneralethosofconsumerism,isamatterofconcerntobotheconomistsandspiritualcommentatorsonthestateofsociety:itthusfallswellwithinRonaldPreston'srangeofinterests.Thearticlewillconsiderboththeeconomistsapproachtoadvertisingandwiderconcernsaboutitsinfluenceinsociety,beforeposinganumberofquestionsaboutthegoodandbadaspectsofadvertisingandwhat,ifanything,canandshouldbedoneaboutit.TheperusalofliteraturerevealedthattherehadbeenmanyresearchesregardingeffectivenessofTVadvertisementonthemidsizecarasanoptimalmeasureforimprovingefficiency.Itforcedtheorganistiontothinkaboutthefutureandplaneffectivelyandhowitfacilitatedcontrols.ItwasverytediousVariousresearchesalsoshowedthatadvertisingisalsoeffectiveforthepeople.LEONARDGREENHALGH(1992)Fieldstudiessuggestthatindividualdifferencesarestrongdeterminantsnegotiatoreffectiveness,buttheirimpacthasyettobeade

quatelydocumented(Thompson1990).Wearguethatthelackofempiricalconfirmationisattributabletomethodologicallimitationsofthedominantparadigm.Thispapershowstheusefulnessofpsychodynamically-orientedconstructsandclinicalassessmentmethods.Thestudycontraststhenegotiationexperienceofindividualshighandlowinnarcissisticfunctioning,acorepsychodynamicvariable,andthedeep-seatedcharactertraitthatunderliestheinterpersonalorientationconstruct.Implicationsofthisapproachforthedesignofpersonalityassessmentandnegotiationresearchareexplored.

NEEDOFTHESTUDYTheresearchiscarriedouttofindouttheneedofmarketerstounderstandthenatureandextentofinfluencecustomerhaveonthedecisionmakingprocessfor

thepurchaseofcars.Thus,thisinformationcanbetakenintheircommercialandmarketingstrategies.ThebriefstudyonreviewofliteraturerevealedthefactthatnumberofstudieshadbeencarriedoutintheareaofacomparativestudyofconsumerperceptionofsmallcarbutinIndiancontext,stillawidegapexistsintheresearchfield.

SCOPEOFTHERESEARCHThescopeoftheresearchwaslimitedtoSangrurcity.

OBJECTIVEsOFTHESTUDY TofindoutareinfluenceofTVadvertisementoncustomersdecisiononpurchas

ofmidsizecars. TofindoutwhatelementsofTVadvertisementofcarshaveinfluencepeople. Tofindoutwhatageofcustomerhavewhatdegreeofinfluence. TofindoutwhatcustomerlooksinadvertisementwhilewatchingonTVaboutthemidsizecar. Tofindouttheagegroupandthedecisionofcustomertobuythemidsizecars TofindtheeffectofTVadvertisementonpeoplepurchasebehavior. Tofindoutwhatkindofadvertisementcustomerlikemost.


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RESEARCHMETHODOLOGYResearchMethodologyisawaytosystematicallysolvetheresearchproblem.TheResearchMethodologyincludesthevariousmethodsandtechniquesforconductingaResearch.MarketingResearchisthesystematicdesign,collection,analysisandreportingofdataandfindingrelevantsolutiontoaspecificmarketingsituationorproblem.Researchis,thus,anoriginalcontributiontotheexistingstockofknowledgemakingforitsadvancement.ThepurposeofResearchistodiscoveranswerstotheQuestionsthroughtheapplicationofscientificprocedures.Thisprojecthasaspecifiedframeworkforcollectingdatainaneffectivemanner.SuchframeworkiscalledResearchDesign.Theresearchprocessfollowedbyresearcherconsistsoffollowingsteps:

4.1RESEARCHDESIGNAresearchdesignisthearrangementofconditionsforcollectionandanalysisofdatainamannerthataimstocombinerelevancetotheresearchpurposewitheconomyinprocedure.Infact,theresearchdesignistheconceptualstructurewithinwhichresearchisconducted.Thisresearchwillbedescriptive,fundamentalandconclusionorientedresearch.DescriptiveResearchAtypeofconclusiveresearchwhichhasitsmajorobjectivethedescriptionofsomething-usuallymarketcharacteristicsorfunctions.Inotherwordsdescriptive

researchisaresearchwhereinresearcherhasnocontrolovervariable.Hejustpresentsthepicturewhichhasalreadystudied.ThisresearchwillbedescriptivebecauseitdescribedtheresponsesofconsumerofJalandharCity.QualitativeResearchTheresearchwasqualitativeastheconcernedtopiccannotbemeasuredinnumerictermsandcontainsqualitativefactors.

4.2.SAMPLINGDESIGNSamplingcanbedefinedasthesectionofsomepartofanaggregateortotalityonthebasisofwhichjudgmentoraninferenceaboutaggregateortotalityismade.Thesamplingdesignhelpsindecisionmakinginthefollowingareas:-4.2.1 UniverseofStudy:Universeofthestudyincludedalltheconsumerswho

purchasethemidsizecarfromdifferentsources.4.2.2SampleSize:Inthisprojectsamplingunitconsistedof50consumersandretailer.4.2.3SamplingTechnique:Thesamplingtechniquewillbeconveniencesampling.

4.3MethodsofDataCollectionandAnalysis4.3.1SourcesofDataCollection:-Researchworkwasdescriptiveinnature.Informationwascollectfromprimarydataandsecondarydata. SecondarySources-Secondarydataarethose,whichhavealreadybeencollectedysomeoneelsewhichalreadyhadbeenpassedthroughthestatisticalprocess.Secondarydatawascollectedthroughmagazines,websites,newspapersandjournals. PrimarySources-Primarydataarethose,whichwascollectedfreshandforthe

irsttimeandthushappentobeoriginalincharacter.Primarydatawillbecollectedbyconductingsurveysthroughquestionnaire.4.3.2Questionnairedevelopment:Primarydatawascollectedbyconductingsurveysthroughquestionnaire,whichincludedemographic,dichotomous;openended,rankingbasedandlikertscalequestions.Inordertocovertheresearchgapthisquestionnairehasbeenframedwithgreatcare.Validityofthequestionnaire:Thecontentvalidityofthequestionnairehasbeenensuredbygettingitcheckedfromaprofessorfromthefieldofresearchmethodology.4.3.3DataAnalysis


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4.3.3.1ToolsofAnalysisInthisresearchthetoolsofanalysiswasusetable,percentagesandpiechart.4.3.3.2ToolsofPresentationItmeanswhatalltoolsareusedtopresentthedatainameaningfulwaysothatitbecomeseasilyunderstandable.Inthisresearchtablesandchartswasuseforpresentingthedata.

QUESTIONNAIRERespectedSir/MadamIamastudentofMatagujricollege(fatehgarhsahib)conductingamarketingsurveyonAStudyonEffectivenessofTelevisionAdvertisement:AStudyofMidSizeCars.TheobjectiveofthissurveyistocollectinformationabouteffectivenessofTVadvertisementonbuyingbehaviorofcustomersaboutmid-segmentcars.ThisquestionnaireisbeingadministeredtopeoplelikeyouwhohavewatchingTVadvertisementsaboutcars.PleaseletusknowyourspontaneousresponsetothequestionsthatpertaintoyourpurchasingexperienceinMid-sizecars.IrequestedyoutofillthisquestionnaireandIassurethatthisdatawillbeusedonlyforstudypurposeanditwillkeepconfidential.

CONSUMERSURVEY

1.Name: ______________________________________________________

2.Age: 15-20 20-30 30-4040-50 50&above

3.Occupation:Student Govt.Employee PrivateEmployee

Businessman Anyother(Plsspecify)_______________

4.Incomegroup: 5k-10k 10k-20k 20k-30k 30k-40k

40k-50k 50k&above

5.NumberofFamilyDependants:NilOne TwoFive

Anyother(Pls.specify) _________6.TelephoneNumber/E-mail:___________________________________________

Section-B

1. Howmanycarsdoyouhave? 010 020


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030 morethan030

2. Whichcar(s)doyouownandwhendidyoubuyit/them?

3. Whatarethefactorsthatyoulookedinfor,whenyoupurchasedtheabovementionedcar(s)?Pleasetickthemintheorderofyourpreference.

Factors Veryimportant Important Neutral Notveryimportant NotatallimportantEngineperformanceMileagePriceLooksComfort/spaceServicecentersOthers(specify)

________________

4. Whoinfluencedyoutobuythecar?

Spouse0 Children0

Friends/peers/colleagues0 Parents0

Relatives0 Others(specify)

5. Didyoubuythemodelassuggestedbyotherpeople? Yes0 No0

6. WhatdoyoudowhenadvertisementsareshownonTV? Keepwatching0 Changethechannel0

Ifyoukeepwatchingtheadthen,proceed.Ifyouchangethechannel,thengotoquestionnumber12.

7. Doyoulikeanycaradvertisement? Yes0 No0

Iftheanswerisyesthenproceed.Iftheanswerisnothenend.

8. Whydoyouliketheparticularcaradvertisement? Musicofthead0 Looksofthecar0

Peopleshowninthead0 Thecaritself0

Featuresofthecar0


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9. Whichcarmodeldidyousuggestandwhy?________________________________________________________________________10. Whicharethevariouswaysbywhichyougettoknowaboutnewcars? TV0 Throughfriends0

Newspapers0 Billboards0

Carmagazines0 Cargames0

REFERENCES

Dittrich(2004),Impactofadvertisingoncorporateperformance,productivityandemploymentdynamics.JournalofautomobileMarketandAdvertising,24(10)8-14

Heller(1990),Industrialmarketsegmentation.JournalofIndustrialMarketingManagement,42(7)26-32.

James(1994),WinningatRetail.Buyerdecisionprocessliterature,13(4),27-34.KotlerPhilip(1999),MarketingManagement,NewDelhi,PrenticeHallIndia.

Merrill(1975),Theadvertisingindustryandworldseconomicdevelopment.CarnegieMellonUniversity,SchoolofPublicPolicyandManagement,18(26),129-132Miles(2004),GenesisofadvertisementsinIndia.IndianJournalofMarketing18(20)19-25Richards(2000),Customerperceptionsaboutautomobilecompany.JournalofOxfordUniversity,8(34)23-32

Rubak(2001),Impactofadvertising.TheFinancialTimes,p.D1Shaw(1999),Customershoppingbehavioraboutcar.IndianJournalofMarketing11(39)34-41Steedman(2004),Responsiblefactorsfordeclineofcarsale.JournalofMarketing23(23)13-20


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TENTATIVECHAPTERPLAN

Sr.No. Chapter Signature1 DateofSubmissionofSynopsis2 Introduction

Done3 ReviewofLiteratureObjectivesoftheStudy

Done4 NeedoftheStudyScopeoftheStudy

Done5 ResearchMethodologyDataAnalysis

DoneInProgress(Copyattached)6 RecommendationsBibliographyAnnexure

InProgress

Documents

Advertising effectiveness of mid size cars