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International Journal of Multidisciplinary Research

Vol.2 Issue 4, April 2012, ISSN 2231 5780

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YOUNG CONSUMERS’ ATTITUDE TOWARDS TELEVISION

ADVERTISEMENTS IN THE INTERNET AGE

SOOFI ANWAR*

*Lecturer, Department of Management,

Birla Institute of Technology,

UAE Campus, RAK, UAE.

ABSTRACT

In today's fast-paced, high-tech age, consumers are exposed to a variety of information and

communication technology (ICT) based sources and networks for consumption related

information. Television, often called „king‟ of the advertising media has been constantly facing

challenges from not only the digital print media, but also from the internet ads and social

networking sites. In light of these developments, this paper aims to assess young consumer

perceptions and attitude towards television ads and its role in consumer purchase decisions. The

paper further attempts to present an overview of consumers‟ preferred type ad appeals and their

attitude towards different kinds of endorsements used in television ads. Findings of the study

reveal that, television is still perceived to be the most influential and persuasive communication

channel and media for advertisements. However the trend is towards increasing usage of online

media and network sources for additional information to improve their purchasing decision

process.

KEYWORDS: advertising media, attitude towards television advertisement, consumer purchase

decisions, ad appeals, endorsements.

______________________________________________________________________________

1. INTRODUCTION

In today's internet age, consumers are exposed to a variety of information and communication

technology (ICT) based sources and networks for consumption related information. Internet

communities, blogs and social networks have become a part of life for most people nowadays.

This proliferation and increasing usage of social media websites provides a platform for

nurturing brands and impacting people‟s purchase decisions. Television, often called „king‟ of

the advertising media has been constantly facing challenges from not only the digital print

media, but also from the internet ads and other online based communication networks. The

number of active internet users is constantly on the rise throughout the globe. According to

Online India Report 2011, released by Juxt, a leading research firm, there are 65 million active

internet users in India compared to 51 million last year, recording a growth rate of 28% in

internet users.

Previous empirical research findings on demographic profiling of internet users shows that

majority of the internet users belong to young age categories. Research findings also indicate that

the younger generation is more tech savvy and their increasing exposure to non- conventional

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communication networks. Marketers are extensively making use of online based communication

networks to reach out to the younger audience and influence their buying decisions. In light of

these developments, a study was conducted to find out the attitude of young consumers towards

television advertisements in the internet age and their overall evaluation of television as a

medium of advertisements in today‟s fast-paced, high-tech age.

2. LITERATURE REVIEW

Advertising, in all its forms, plays an important role in informing people‟s choices of products

and services (Sachiko, 2004). New media, predominantly the internet, has apparently become an

indispensable source of information today. Advertisers all over the world eye covetously at the

expanding opportunities provided by the webs, seeking more effective communication channels

with their target markets. Online advertising spending, including web ads, is constantly on the

rise, especially due to its power of synergy with television and print advertisements. Earlier

researches have proved that television advertisement is the important tool of diffusing the

communication. It plays an important role in the development of young people‟s consumer

behavior. (Peter & Olson 1994)

A television ad mainly focuses on either creating brand awareness or giving a sense of urgency

to own a product or to build recognition for the product or to remind customers to come back. A

study conducted by Deloitte & Touché, confirms that young people, between 13-to-24 age group,

do in fact spend more time than older people on the internet. Previous empirical research

findings indicate that television advertisements have a significant impact on consumer buying

behavior. Jupiter Research In-Market Media Usage Survey, 2007 found that 23% of people made

a definite purchase after seeing a television advertisement. Independent research has proved that

magazine and TV ads produce a positive result in most stages of purchase intent (Marketing

Evolution, 2006). According to Deloitte/GFK research-2011 television advertising‟s appeal,

consistent with previous years, is strongest amongst young respondents, with 18-24 year olds

rating television advertising‟s impact the highest at 69 per cent, an increase from 63 per cent in

2010. Television advertising spend is constantly on the rise. In 2011, television advertising

spend is expected to grow 16% in China and 14% in India. (ZenithOptimedia, 2010)

3. RESEARCH METHODOLOGY

The descriptive research design was adopted for conducting this study. A structured

questionnaire was designed for collecting young consumer perceptions and attitudinal

information on television advertisements. Since the study focus on exploring young consumer

perceptions and attitude towards television advertisements, college students between the age

group of 18-24 were selected as the sample respondents for the survey. A total of 50 completed

questionnaires were selected for data analysis purpose. Out of the total number of respondents,

60% comprised of female students and the remaining 40% were male college students.

Convenience method of sampling was used to select the respondents for the survey. A 5 point

Likert scale was used to measure the attitudinal information.

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For the analysis and interpretation of the data, mean and standard deviation method has been

used along with the percentage analysis.

4. RESULTS AND DISCUSSION

The results that were obtained from the survey have been analyzed and presented in the

following section.

GRAPH 1. .DEGREE OF EXPOSURE TO DIFFERENT ADVERTISING MEDIUM

During the survey the respondents were asked to idicate their degree of exposure to different

advertising medium. The analysis clearly reveal that majority of the respondents have the most

exposure to television (82%) followed by Internet (44%).

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TABLE 1 REASONS FOR WATCHING TELEVISION ADVERTISEMENTS

Factors

Timely

product

Information

Source of

entertainment

Brand

awareness &

recall

Reference for

purchasing

% of response 26% 24% 42% 8%

The above table shows that majority of the respondents view television ads as a source of brand

awareness/recall (42%). 26% of the respondents view TV advertisements as a source of timely

product information followed by 24% viewing it as a source of entertainment .

GRAPH 2. DEGREE OF PREFERENCE TOWARDS DIFFERENT TYPE OF APPEALS

USED IN TV ADS

The above data shows that humor appeal ads are preferred the most (74%), followed by the ads

portraying luxurious appeal. The relative degree of preference is least for sex appeal and

emotional appeals used in television ads.

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GRAPH 3. DEGREE OF PREFERENCE TOWARDS DIFFERENT TYPE OF

ENDORSEMENTS IN TV ADS

The above analysis reveals that the ad endorsements by film celebrities and sports personalities

are most preferred by the respondents. Ads depicting endorsement by a common man was the

next preferred type of ad endorsement. Ads portraying experts endorsing the products in TV are

least preferred. Other type of endorsements that the respondents prefer include, endorsements by

cartoon characters, kids etc.

TABLE 2 YOUNG CONSUMER ATTITUDE TOWARDS TELEVISION

ADVERTISEMENTS

SL

No.

Particulars Mean S.D

1 TV ads are meant for creating brand awareness 4.08 0.68

2 It helps in recalling brand names 4.00 0.69

3 TV ads provide adequate information 3.94 0.70

4 When I view a good TV ad I pay full attention to it 3.84 0.92

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5 I recommend good TV ads to others 3.52 1.04

6 TV ads help me make good purchase decisions 3.44 0.91

7 I feel more inclined to buy a product after watching a TV ad 3.28 0.92

8 TV ads are a nuisance 3.28 1.14

9 TV ads are entertaining, pleasing and enjoyable 3.04 0.96

10 Credibility of TV ads is much more than other medias 2.78 1.12

11 I switch channels during TV ads 2.44 0.85

12 In today‟s Internet age, television ads still play a significant role

in the marketing of a company‟s products and services. 4.08 0.68

The above mentioned Table No.2 represents the list of both positive and negative attributes of

television advertisements that were included in the questionnaire. In order to determine the

attitude and feelings of young consumers towards television advertisements, the respondents

were asked to indicate their degree of agreement/ disagreement to these statements, using 5 point

Likert scale ranging from strongly agree to strongly disagree.

It can be observed from the above table and (Graph 5.a) that TV ads are meant for creating brand

awareness(Mean 4.08) and brand recall(Mean 4.0) with the highest mean score values. Further

the uniformity in the response can be inferred from the least standard deviation (SD 0.68) for the

same.

Further analysis reveals that respondents feel that the TV ads provide them with adequate

information (Mean 3.94) and they do pay full attention to TV ads that they like (Mean 3.84) and

they recommend good TV ads to others (Mean 3.52). The positive attitude towards TV ads can

further be understood from the fact that majority of the respondents feel that TV ads help them

make good purchase decision (Mean 3.44) and they feel more inclined to purchase a product

after watching a good TV ad (Mean 3.28).

However here it may be noted that, a significant percentage of respondents feel that TV ads are

a nuisance (Mean 3.28) and they are misleading (Mean 2.94).

Despite the wide spread growth of non- conventional tech based advertising, the above response

clearly indicate that young consumers are very positive towards TV ads and strongly feel that

television advertisements still play a significant role in marketing success.

5. MAJOR FINDINGS

Based on the analysis and interpretation of the data, presented in the previous section, the

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following is summary of the major findings;

Despite the growth of internet usage among young consumers, still television is the

advertising medium with most exposure compared to other traditional and non-conventional

mediums.

Brand awareness and brand recall is considered to be most important purpose that a TV ad

serves.

Humor appeal ads are preferred the most, followed by the ads portraying luxurious appeal by

young consumers.

Ad endorsements by film celebrities and sports personalities are most preferred by the

respondents. Ads portraying experts endorsing the products in TV are least preferred.

Attitudinal analysis reveals that television advertisements are meant for creating brand

awareness and brand recall. Mixed response can be seen in terms of the role of television ad

in influencing consumer purchase decision.

Television ads are still considered to be a significant medium to consumption related

information and its role in successful marketing of a company‟s products and services.

Further analysis reveals that young consumers possess overall a favorable attitude towards

television advertisements and its role in impacting their buying behavior.

6. CONCLUSIONS

The findings clearly indicate that young consumers‟ perceptions and attitude is very positive

towards television as an advertising medium and its role in brand awareness and brand recall.

Thus it can be concluded that, despite the cut throat competition among the conventional

alternative media and the new rival computer based communication media, television as an

advertising medium has arguably managed to hold its position. However the trend is towards

increasing usage of online media and social networking sites by young consumers for additional

information to improve the purchasing decisions.

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Research: Electronic Networking Applications and Policy, 13(5), 356-363.

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