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EXECUTIVE SUMMARY

This report titled IMPACT OF TV ADVERTISEMENTS ON YOUTH is

submitted in partial fulfillment of the requirements for the Degree of Master of

Business Administration of Bangalore University. This study is an attempt to

understand the impact of TV advertisement on youth. It also tries to evaluate the

advertising effectiveness in establishing brand Patronage among the respondents.

The objective of this study is to analyze the advertising effectiveness on

consumers, to analyze the different medium through which the advertisement reaches

maximum number of people in the market, to analyze the strategies that the Company

should adopt such that the viewers turn into consumers like youth,

The survey was conducted among the college students because they are most

affected by the advertisement shown on television and are the biggest viewers of

television. Questionnaire were prepared and distributed to get the suggestions about

the effectiveness of TV advertisement. By the survey, I came to know about that TV

is the most effective media than any other media to affect the lifestyle of people.

From the conclusion of this study I can come to the know what strategies can

be adopted such that the TV advertisement can be made more efficient. Like the

creativity factor and humor attracts more viewers. The medium of advertisement that

has to hire through which we can reach maximum number of people. And TV is one

of the most efficient medium. The style, word and tone that has to be used in the

advertisement that attracts more number of people. The type of feeling that is created

by the advertisement and the strategies to adopt that attract the people toward those

feelings.

In research project the case study approach is taken. The products were

carefully hand picked after countless discussions with professionals from the

advertising fraternity.

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INDRODUCTION

The advertisement industry has a tremendous impact on our youth. What some

people see on television, they take for truth. They tell us what to wear (becauseeveryone is wearing it), what to eat (because everyone is eating it), what to do

(because everyone is doing it). The advertisers know how to appeal to our senses.

They use peer pressure very heavily. "You need to wear these tennis shoes because

(add a big name sports star) is wearing them and everyone else is going to wear them.

You want to be cool don't you?" They have told our youth that sex is a recreation to

be shared by all because, "Everyone is doing it". You have to have a fast car that can

go 120 mph even though the speed limit is set at about half that. They have confused

our youth with the difference between "need" and "want. Ok, I've said my piece. Have

a blessed day and turn off the TV.

"Today's youth are no fools and are far more sophisticated than they were 20

years ago, when many of today's youth advertising guidelines were written", says

Jerry Mc Gee who ran perhaps the largest advertising agency. Marketing to the youth

is a delicate issue. Because of the combination of color, sound and action, television

attracts more viewers than any other medium (with the exception of cinema). TV is

perceived as a persuasive medium of communication. Moreover, the youth is treated

`special' audience. Besides these, gender-focus, gender-orientation are used as

advertising techniques and strategies. These factors have provided the motivation to

write this research paper.

Advertising industry is a rapidly growing industry and determines to a

considerable extent the GDP or the gross domestic product of any country. The

advertising industry besides functioning as an intermediate between the manufacturers

and the customers plays an important role in the economy of the Country.

This industry necessitates investment for funding different resources. One

cannot measure the degree of development by interpretation of inputs in the economy

which yields some production. In the event when consumption levels far exceed than

what is reckoned, this is not a means of triggering or bringing about transformation in

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the culture, society or development in human resources or economy. What the time

demands is optimum and efficient execution of advertising projects by involving

appropriate technology along scientific lines.

ADVERTISING INDUSTRY-FACTS:

Movies, Internet, Print Media, broadcasting constitute 0.99% in approximately

57 countries in terms of economic growth worldwide. This ratio was found to be

unaltered in the years 2008through 2009.

It was observed that expenses incurred on advertising in the European countries

exceeded the expenses incurred by United States of America in the year 2005.

Reports also suggest that the trend of growth in the advertising industry may become

sluggish in 2008, the ratio being 5.6%. This ratio may drop to 5.3% in the year 2009.

2007 through 2009 will see a majority of the emerging markets whose advertising

markets are likely grow as much as USD19.2 billion. On the other hand, the stake in

the global advertising market may escalate from 7.9%- 10.8% during the same period.

It is apprehended that the advertising industry which contributed 0.96% towards the

global GDP in the year 2007, is anticipated to escalate to 0.99% in 2009.

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2.1- STATEMENT OF THE PROBLEM:

TV advertisements and their impact on youth.

2.2 - OBJECTIVES OF THE STUDY:

To know whether TV ads are more `liked or not liked' than any other media.

To know whether TV ads influence buyer to purchase, affect their lifestyle and

Increase materialism.

To know the best time to put the TV ads to get the maximum reach.

To infer whether TV ads are able to convey the message they are intended to.

To infer whether the information given in TV ads are reliable or not.

To infer whether the advertisement play an important role in buyers purchase

decision of any product.

To study the `impact of television advertisement on youth'.

2.3- SCOPE OF THE STUDY

The study was conducted to know impact on youth of TV advertisements. Due

to time and resource constraints, this study is focused on college students. This study

helps us to know what are the consumer expectations towards advertising and their

subsequent consumer behavior in response to the advertisements.

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RESEARCH METHODOLOGY

2.4- RESEARCH APPROACH:

The research for this study is a Descriptive Research. A Descriptive

Research is a type of conclusive research, which has its major objective. As the

description or something, usually market characteristics or functions. It is preplanned

and structured.

Under this approach a cross-sectional study is conducted in which one sample

of respondents is drawn from the target population and information is obtained from

this sample one.

This study is based on descriptive research approach comprises the following

methods;

1- Primary Data:

Primary data refers to the data gathered for a specific purpose or for a specific

research project. These data gives latest information. This type of data is obtained

from original sources. In this study, primary data is collected through

Questionnaire Method.

2- Secondary Data:

Secondary data refers to that which is compiled by some other than the other

researcher for purpose not directly related to the research. These are readily available

for processing. This type of data relate to past period.

The sources used for such data types are as follows:

Published materials such as periodicals and books like business periodicals,

marketing journals, general business and trade magazines, 4ps , pitch etc.

Computerized databases such as internet databases and off-line databases

(information available on diskettes and CD-ROM disks).

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2.5 -TOOLS FOR DATA COLLECTION:

The approved questionnaire is the main tool used for data collection in this

study. The questionnaire consists of structured and unstructured questions.

The questionnaire tool is mainly used because:

Both qualitative and quantitative information can be gathered.

Factual survey can be done.

Opinion survey in order to secure personal opinions or on a particular matter can be

done effectively. This tool is administered through personal interview with the target

population.

2.5- SAMPLING PLAN:

1.Sampling Unit

The sampling unit consists of college students for analyzing the advertising

effectiveness on consumers.

2.Sampling Procedure

How should the respondents be chosen?

The sampling technique chosen by Descriptive Random Sampling method.

The study/research is a descriptive research; the main purpose of the study is

description of present status of the companies services offered in market and forecast

the attributes consumers expect in the service. This descriptive research includes

surveys and fact-findings, enquiries of different companies. The main characteristic of

this method is that the researcher has no control over the variables; he can only report

what has happened or what is happening. The main objectives of the research is to

study the overall outdoor advertising market in Bangalore.

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Descriptive market research involves five steps:

1. Defining the problem and research objective.

2. The developing of information.

3. Collecting the information.

4. Analyzing the information.

5. Presenting the findings.

3. Sample Size

How many respondents to be surveyed:

Due to time and other constraints, the size is 100 respondents. These samples of

respondents are chosen randomly.

2.6- CROSS SECTIONAL STUDY:

A cross sectional study is a type of research design involving the collection of

information from any given sample of population elements only once.

Ultimate consumer:

Ultimate Consumers refers to those individuals who buy goods and services

for final use or consumption.

Data analysis:

The data collected are tabulated and classified as required. Statistical

techniques such as frequency distribution, central tendency, percentages, etc., are used

for analysis of primary data. Conclusions are drawn based on the analysis and

findings of primary data.

2.7- DURATION OF THE STUDY:

The duration of the study is six weeks.

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2.8- LIMITATIONS OF THE STUDY:

Due to time and resource constraints, only college students are selected for the study

for making an analysis for the advertising strategies.

Due to resource and time constraints, a randomly selected sample has been Chosenrespondents for making an analysis of advertising effectiveness on Consumers.

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INDUSTRY PROFILE

3.1- LITERATURE SURVEY:

Advertising on television was introduced in January 1976 in our country. Most

of there search is what is aptly termed, `Market Research'. The primary objective of

market research is to provide advertisers and advertising agencies with purely

qualitative data about the access of exposure of selected audiences to the various mass

media or to their various components.

Marketing to children/youth is a delicate issue. Children and youth are heavy

viewers of television. "Today's youths are no fools and are far more sophisticated than

they were 20 years ago when many of today's advertising guidelines were written"

said Jerry Mc Gee who ran perhaps the largest advertising agency.

In addition, research has shown that more people switch channels during

commercial breaks. The challenge is to create advertising which people would want to

watch or to follow them where they go (to other media).

3.2- REVIEW OF LITERATURE ADVERTISING:

Advertising is any paid form of non-personal presentation and promotion of

ideas, Goods or services by an identified sponsor. It is paid communication because

the advertiser has to pay for the space or time in which his advertisement appears.

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

substitute for a personal sales force -an extension, if you will, of the merchant who

cries aloud his wares."

-Rosser Reeves, Reality in Advertising (1986), New York: Alfred A. Knopf, Inc., p.

145.

"Advertising is the ability to sense, interpret . . . to put the very heart throbs of a

business into type, paper and ink."

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-Leo Burnett, quoted by Joan Kufrin, Leo Burnett: Star Reacher(1995), Chicago, IL:

Leo Burnett Company, Inc., p. 54.

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

-Northrop Frye, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of

Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 18.

"Advertising may be described as the science of arresting the human intelligence long

enough to get money from it."

-Stephen Butler Leacock, quoted in Michael Jackman, Crown's Book of Political

Quotations, 1982, New York: Crown Publishing Inc., p. 1.

Advertisers include business firms but also museums, charitable organizations, and

government agencies that advertise to various target publics. Advertisements are a

cost effective way to disseminate messages, whether to build brand preference or to

educate a nations people.

Organizations handle their advertising in different ways. In small companies,

someone handles advertising in the sales or marketing departments, who works with

an advertising agency. A large company will often set up its own advertising

department, whose manager` reports to the Vice President of marketing. The

advertising departments job is to develop the total budget, and handle direct-mail

advertising, dealer displays and other forms of advertising not ordinarily performed

by the agency. Most companies use an outside advertising agency to help them create

advertising campaigns and to select and purchase media. Global companies that use a

large number of ad agencies located in different countries and serving different

divisions have suffered from uncoordinated advertising and image diffusion.

Advertising agencies need to redefine themselves as Communication companies and

assist clients in improving their overall communication effectiveness.

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3.3- FIVE MS OF ADVERTISING:

MISSION: What are the advertising objectives?

MONEY: How much can be spent?MESSAGE: What message should be sent?

MEDIA: What media should be used?

MEASUREMENT: How should the results is evaluated?

3.4- STRENGTHS OF ADVERTISING AS A PROMOTIONAL

TOOL:

1. It offers planned and controlled message.

2. It can contact and influence numerous people simultaneously, quickly, and at a low

cost per prospect. Hence, it is called Mass Means of Communication.

3. It has the ability to deliver messages to audiences with particular demographic and

socioeconomic features.

4. It can deliver the same message consistently in a variety of contexts.

5. It can reach prospects that cannot be approached by sales man.6. It helps to presale goods and pulls the buyers to retailers.

7. It offers a wide choice of channels for transmission of messages such as visual (by

Sights), aural, (by ear) aural and visual.

8. It is very useful to create maximum interest and offer adequate knowledge of the

new product when the innovation is being introduced in the market.

3.5- WEAKNESS OF ADVERTISING AS A PROMOTIONALTOOL:

1. It is much less effective than personal selling and sales promotion at later stages in

the buying process, e.g.: in convincing and securing action.

2. It is less flexible than personal communication. It cannot answer objections raised

by prospects.

3. It is essentially one-way means of communication. It cannot obtain quick andaccurate 17 feedbacks in order to evaluate message effectiveness.

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4. It is most efficient communication (very low cost per prospect) but it is least

effective as a tool of a communication.

5. It is unable to reach prospects when they are in a buying mood. Hence

advertisements have to be repeated and repetition involves additional cost.

6. Advertising, many a time lacks credibility and trustworthiness.

3.6- IMPORTANCE OF ADVERTISING:

1. To create widespread visibility in the market and access those pockets which are

not approachable by the sales force. Quoting a customer, Make the customers come

to you rather than trying to approach all the potential customers.

2. As a symbol of sound financial position of the company and also to make the

statement that the company is here to stay.

3. To aid in easy brand recall and also create a top of mind awareness of the brand.

4. To make maximum potential customers aware of the new offerings and schemes of

the company and initiate enquiries about the same.

5. To establish a strong brand image in the market so as to give the company an edge

over its competitors.

3.7- COMMUNICATION GOALS OF ADVERTISING:

Advertising should concentrate on clear and measurable communication

objectives known as DAGMAR (Defining Advertising Goals, Measuring Advertising

Results). Advertising objectives must be oriented around the process of

communication. Communication tasks are;

1. Developing brand awareness.

2. Changing consumer attitudes.

3. Associating desirable themes with products,

4. To create demand for a new product by explaining its utility.

5. To maintain existing demand by fighting competition.

6. To increase sales by attracting new consumers.

7. To enhance the goodwill of the firm.

8. Informing consumers about product attributes.

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The ultimate purpose of most advertising is to help the probability of the sale

of the Product or a service. Advertising as a mode of promotion increases propensity

to purchase-moving the prospect steadily, inch-by-inch, closer to a purchase decision.

Of course, advertising is only one of several communication forces. It moves the

consumer through successive levels such as unawareness, awareness, comprehension

or recognition, conviction (intention to buy) and action purchase.

Advertising goals may be divided into four stages of commercial communication as

follows:

1. Awareness: the prospects must become aware of the existence of the brand or

company. Awareness is the bare minimum goal of advertising.

2. Comprehension: the prospect must understand what the product is and what it will

do for him. Comprehension level indicates that people are not only aware of the brand

or company that they know the brand name and can recognize the package or trade

market. But they are not yet convinced that they must want to buy.

3. Conviction: the prospect must be mentally convinced to buy the brand or the

product. The conviction level shows brand preference and intention to buy the product

in the near future.

4. Action:the prospect takes meaningful action. Purchase decision is duly taken.

3.8- CHOOSING AMONG MAJOR MEDIA TYPES:

The media planner has to know the capacity of the major media types to

deliver reach, frequency, and impact. Media planners make their choice among media

categories by considering the following variables:

Target-Audience Media habits: for example radio and television are the most

effective media for reaching teenagers.

Product Characteristics:Media types have different potentials for demonstration,

visualization, explanation, believability and color. Womens dresses are best shown in

color magazines, and Polaroid cameras are best demonstrated on television.

Message characteristics: timeliness and information content will influence media

19 choice. A message announcing a major sale tomorrow will require specialized

magazines or mailings.

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Cost: Television is very expensive, whereas newspaper advertising is relatively

inexpensive. What counts are the cost-per-thousand exposures?

3.9- ADVERTISING IN INDIA:Indian Advertising starts with the hawkers calling out their wares right from the days

when cities and markets first began;

Shop front signages,

From street side sellers to press ads,

The first trademarks,

Handbills distributed separately from the products.

18th Century:

Concrete advertising history begins with classified advertising. Ads appear for

the first time in print in Hickey's Bengal Gazette. India's first newspaper (weekly).

Studios mark the beginning of advertising created in India (as opposed to imported

from England) Studios set up for bold type, ornate fonts, more fancy, larger ads.

Newspaper studios train the first generation of visualizes & illustrators. Ads appear in

newspapers in the form of lists of the latest merchandise from England Since 1980,

advertising in India has demonstrated phenomenal growth growth in size, quality,

and range of services, in the total expenditure in advertising per year. In 1950

advertising expenditure was hardly Rs. 5 Crores. By 1988, it rose to Rs. 900 Crores. It

may be around by Rs. 2200 Crores by 2001 A.D.

There are now over 400 advertising Agencies as against just 100 advertising

agencies around 1970. In the Indian market, we have more than 11,000 branded

products extensively advertised in all languages. Press advertisement account for

about 50 percent and TV account for about 18 percent of the total advertising costs. In

the media sector we have at present 20 intense competition, e.g., TV / Radio,

Newspaper each attempting an increasing market share. In the press segment we are

witnessing regular media war. In the case of the press, competition is total. However,

media owners are expected to adopt now customer-oriented approach to get rid of

such unhealthy competition.

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3.10- ESSENTIALS OF GOOD ADVERTISEMENT:

A good advertisement must have the right message communicated through a

right media. It must reach the right people and prospects and that too at a right time

and at the right cost. Right timing of an advertisement needs no emphasis. It shouldfulfill its sole purpose, viz. gain sale or action from the prospects and the cost of

communication should be reasonable.

The task assigned to the advertisement can be successfully fulfilled when:

1. It is seen by the desired prospects.

2. It is read by them with interest.

3. It is properly understood by them exactly as the advertiser wants.

4. It is believed by them and it wins their confidence and trust and above all.

It succeeds in igniting their desire to purchase the product or service offered or

sale. An effective advertisement takes the prospect near about the point of closing the

sale so that actual sale may be easily completed by the sales force. Each

advertisement must be a unique selling proposition, invoking maximum force of

persuasion to convert a prospect into a customer.

ATTENTION:

It can be viewed as an information filter a screening mechanism that controls

the quantity and nature of information any individual receives. Getting a consumers

attention is not easy. An individual, overtly or accidentally, avoids exposure to

stimuli.

The advertising environment is truly cluttered; most major magazines have

almost one -half of their pages carrying advertisements, the other half carrying

editorial matter. Although all this advertising, it is not easy to create an advertisement

that stands out enough to get noticed, processed, and remembered. The effectiveness

of ads is reduced not only by the higher levels of clutter in general, but even more

significantly by the proximity of ads for competing brands from the same product

category.

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The situation is made worse in the broadcast media, especially television.

Viewers have always had the freedom to do things while a program is being shown;

including leaving the room mentally and physically, but the use of remote control

devices has made channel switching endemic. Television advertisers today have to

cope with the phenomena of zapping and zipping.

3.11- CREATING ADVERTIEMENTS THAT ATTRACTS

ATTENTION:

The attention filter operates at various levels of effort and consciousness. At

one extreme is the process of active search wherein a receiver actually seeks

information. He or she might solicit opinions of friends or search through magazinesnot normally read.

Another level could be termed passive search. A receiver searches for

information only from sources to which he or she is exposed during the normal course

of events. The final level might be called passive attention. Here a receiver has little

immediate need for the information and makes no conscious effort to obtain it, but

some information may nevertheless enter the system. At all three levels, it is

appropriate to discuss why a person obtains information so that ads can be designed to

maximize attention. There are, of course, as many reasons as there are situations and

individuals. However, it is instructive to examine four general motives for attending

to informative stimuli.

A first motive is to obtain information that will have a high level of utility for

a person. In an advertising context, an individual will obtain product information that

will help make better purchase decisions. Second, people may be motivated to expose

themselves to information that supports their opinions- supportive exposure-and to

avoid discrepant information. Third, there is a desire to be exposed to information that

stimulates. Finally, people are motivated to find stimuli that are interesting to them.

These motives will be examined in turn.

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3.12- ADVERTISING EFFECTIVENESS:

Advertising effectiveness consists in the degree of achievement of the

objectives set By an advertiser in consultation with advertising agency working on the

account. It may Also take the form of an increase in the sales of market share orpenetration into a new Market segment.

3.13- ADVERTISING STRATEGIES:

Strategy provides the link between advertising objectives and plans and paves

the ground for their implementation. It can be instrumental in prioritizing various

objectives, taking into account the attitudinal framework as well as corporate and

marketing goals, And the market situations and characteristics.

Advertising strategy is based on consideration such as the following:

Advertising objectives.

Advertising budgets.

Selection of target audiences.

Advertising message.

Media decision.

Media space decisions.

Companys standing and it s strength and weaknesses.

Product history and its life cycle stage.

Positioning of the product as indicated by perceptual mapping.

Existing and anticipated competition.

3.14- BRAND PATRONAGE:

Most of the time, an advertisers (seller) tries to build a brand privilege or

patronage for his products or service. A seller has a brand privilege if buyers exhibit

brand insistence, brand loyalty, or brand preference towards his product or service. By

means of advertising or persuasive mass communication, seller tries to move

prospective Buyers and existing buyer from lower level to higher level of brand

attitude of customers From brand ignorance to brand awareness, or from brand

acceptance to brand Preference, loyalty, and insistence.

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4.1 DATA ANALYSIS AND INTERPRETATION:

In the research project four product categories have been chosen. They are as

following:

Soft drinks,

Deodorants,

Automobiles,

Superstores.

AGE PROFILE OF THE SAMPLE:

The samples were taken from a college comprising of, under graduates and post

graduate students, the following is the age profile of the samples:

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Age No.of

Respondent

20 6

21 14

22 30

23 22

24 18

25 10

TOTAL 100


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Following is the column chart showing age profile of the sample:

Interpretation:

The sample mainly comprises of youngsters in the age group between 20-25 as it was

felt that the young age group will be more exposed to all kind of advertisements and

current happenings in the soft drinks, consumer products and automobile industry.

19

6

14

30

22

18

10

0

5

10

15

20

25

30

35

20 21 22 23 24 25

Age Profile

No. of Respondents


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GENDER PROFILE OF SAMPLE:

The sample consists of both male and female belonging to the age group of 20-25

years. And the following is the gender profile of the respondents.

Gender No.of

Respondent

Male 64

Female 32

TOTAL 100

Following is the column chart of gender profile of the respondents

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64

32

0

10

20

30

40

50

60

70

Male Female

Gender Profile

4.1) MOST INFLUENTIAL ADVERTISEMENT MEDIUM:

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TV advertises its product trough all mediums viz. Television, print, outdoor and

others. The Table shows the most influential mediums according to the samples:

TABLE 4.1

Interpretation:

No doubt television is the most dominant medium with 50% of respondents going for

it, others mediums like hoardings, print media have their small share in the Graph:

CHART 4.1

22

Mediums No. of

Respondents

T.V 50

Hoardings 18

PrintMedi

a

26

Others 6

TOTAL 100


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50

18

26

6

0

10

20

30

40

50

60

T.V Hoardings PrintMedia Others

Influential Medium

4.2) MOST FREQUENTLY WATCHED ADS ARE LIKE THIS:

TABLE 4.2

Type of

Ads

No. of

Respondent

3d 16

Funny 36

Story 28

Encourage 20

TOTAL 100

CHART 4.2

Following is the column graph of most watched Ads by the respondents:

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16

36

28

20

0

5

10

15

20

25

30

35

40

3D Funny Story Encourage

Most Watched Ads

Interpretation:

As per the chart it is clear that funny is the most watched Ads, 36% of samples like

funny, story is the next watched which accounts 28% of share other watched Ads like

3d and Encourage types for the rest.

4.3) TELEVISION ADVERTISEMENTS CONFUSING OR NOT:

Following is the table representation of responses regarding the question that TV ads

make you confuse or not.

TABLE 4.3

Interpretation:

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Table 6: Television Ads: Confusing vs. ConveyingConfuse

the

Viewers

Percentage

%

Convey

the

Message

Percentage

%

Male 11 17% 39 83%

Female 13 30% 37 70%

TOTAL 24 23% 76 77%


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Of the respondents, 23% said that the advertisements which were being flashed

confused the rest, Of these a little less than two-thirds were females. 77% of the

respondents said that the advertisements conveyed the message and did their job.

Following is the chart representation of responses regarding the question that TV ads

make you confuse or not.

CHART 4.3

11

39

13

37

0

5

10

15

20

2530

35

40

45

Confuse the Viewers Convey the Message

Confusing and Conveying

Male

Female

4.4) TV ADS INFLUENCE ON VIEWERS:

Following is the table representation of responses regarding the Ads influence on

viewers or not.

25

Positive 53%

Negative 31%

No influence 16%

TOTAL 100%


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Following is the pie graph representation of responses regarding the Ads influence on

viewers given below:

CHART 4.4

53%

31%

16%

TV Ads Influence Viewers

Positive

Negative

No Influence

Interpretation:

53% of respondents said that TV ads influence them positively, 31% said TV ads

influence them negatively.16% said TV ads dont influence them anyway.

4.5) ADS INFLUENCE TO MAKE CUSTOMER PURCHASE A

PRODUCT:

When asked the majority of respondents said that TV ads dont influence them

enough to make a purchase. Only 41% said that TV ads influence them to make

purchase:

TABLE 4.5

Yes 41%

No 59%

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TOTAL 100%

The pie chart for the responses is given below:

CHART 4.5

41%

59%

Make Customer Purchase

Yes

No

Interpretation:

When asked most of the respondent said that FMCG products like toothpaste, and

daily use items ads influence them to make purchase. So it can be inferred that when

purchase is less capital intensive and buyer have the tendency to switch brands ads

impact them most.

4.6) BEST TIME TO PUT THE ADVERTISEMENTS ON TV:

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Following is the table shows according to the respondents, which is the best time to

put the ads on TV.

TABLE 4.6

Following is the bar chart representation of the data given above:

CHART 4.6

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Timing No.of Responden

ts

Morning 16

After noon 22

Evening 29

Night 33

TOTAL 100


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16

22

29

33

0

5

10

15

20

25

30

35

Morning AfterNoon Evening Night

Timing of Advertising

Interpretation:

TV advertisements are watched all the time in the day but night has been the best time

when people watch TV most and they come across with ads.

4.7) MOST INFLUENCING PRODUCT CATEGORY ADS:Following table depicts the responses in %

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TABLE 4.7

Following column chart depicts the responses in %

CHART 4.7

30

FMCG 23%

Automobile 21%

White goods 16%

All 27%

Others 13%

TOTAL 100%


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Interpretation:

Although all the product categories ads influence the viewers but specifically FMCG

and automobile products ads are very influencing, although not given in the options

respondents could recall few other categories ad like jobsites, matrimony sites etc.

4.8) PREFERRED BRAND OF COLD DRINKS:

The main objective behind this question was to know the most popular brand of soft

drink among the samples, the responses are as follows

TABLE 4.8

The following column chart shows preferred brand of soft drinks:

31

Brand Response

Coca-Cola 30

Pepsi 24

7 up 18

Sprite 12

Thums up 10

Others 6

TOTAL 100


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CHART 4.8

Interpretation: As per the chart it is clear that coca cola is the most preferred

brand,60% of samples like coco cola, Pepsi is the next preferred which accounts 48%

of share other brands like 7 up, fanta ,sprite accounts for the rest.

4.9) FACTORS INFLUENCING BUYING OF A PARTICULAR

BRAND:This is a very important question to know the main factors behind buying a particular

brand; an objective type of question was put with some attributes like taste,

advertisement, flavor, retailer and other factors. The following table portrays the

opinion of the samples.

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TABLE 4.9

CHART 4.9

40

24

16

12

8

0

5

10

15

20

25

30

35

40

45

Taste Adverticement Flavour Retailer Other

Influencing a Brand

Interpretation:

33

Factors Response

Taste 40

Advertisement 24

Flavor 16

Retailer 12

Other 8

TOTAL 100


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As per the response it is very interesting to note that 40% of samples consider taste as

themain factor while buying a particular brand of soft drink, about 24% of sample are

of theopinion that advertisements play a great role in their buying, rest of the samples

areinfluenced by the flavor and retailer.

4.10) PREFERRED BRAND OF DEO SPRAY:

The main objective behind this question was to know the most popular brand of deo

sprays among the samples, the responses are as follows:

TABLE 4.10

The following column chart shows preferred brand of soft drinks:

CHART 4.10

34

Brand Brand

Axe 26

Park Avenue 20

Cinthol 18

Others 36

TOTAL 100


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26

2018

36

0

5

10

15

20

25

30

35

40

Axe ParkAvenue Cinthol Others

Brand of Deo Spray

Interpretation:

As per the chart it is clear that Axe is the most preferred brand,26% of samples like

axe, Park Avenue is liked by 20%. Majority of people responded for others as they

felt that their brand is not in the list.

4.11) FACTORS INFLUENCING BUYING OF A PARTICULAR

BRAND:

This is a very important question to know the main factors behind buying a particular

brand;

The following table portrays the opinion of the samples.

TABLE 4.11

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CHART 4.11

22

1618

34

10

0

5

10

15

20

25

30

35

40

Frgrance Retailers Price Adverticement Others

Factors Influencing a Brand

Interpretation: As per the response it is very interesting to note that 22% of

samples consider fragrance as the main factor while buying a particular brand of deo

spray, about 34% of sample are of the opinion that advertisements play a great role in

their buying, rest of the samples areInfluenced by the price and retailer.

36

Factor Response

Fragrance 22

Retailers 16

Price 18

Advertisements 34

Others 10

TOTAL 100


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4.12) PREFERRED BRAND OF TWO WHEELERS:

The main objective behind this question was to know the most popular brand of two

wheeler among the samples, the responses are as follows:

TABLE 4.12

The following column chart shows preferred brand of two wheelers:

CHART 4.12

37

Brand Response

Bajaj 16

Honda 22

Hero Honda 34

TVS 18

Others 10

TOTAL 100


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16

22

34

18

10

0

5

10

15

20

25

30

35

40

Bajaj Honda Herohonda TVS Others

Two Wheelers

Interpretation:

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As per the chart it is clear that Hero Honda the most preferred brand with 34% of

samples. Bajaj is liked by 16%. Others contributed rest 50%,contributed 22% by

Honda.18 and 10% by TVS and others respectively.

4.13) FACTORS INFLUENCING BUYING OF A PARTICULARBRAND:


brand; The following table portrays the opinion of the samples.TABLE 4.13

Factor influencing the purchase of two wheelers shown in the below column graph:

CHART 4.13

39

Factor Response

Style 24

Comfort 14

Price 24

Advertisements 10

Fuel economy 18

Others 6

TOTAL 100


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28

14

24

10

18

6

0

5

10

15

20

25

30

Factors

Interpretation: As per the response it is very interesting to note that 28% of

samples consider style as the main factor while buying a particular brand of two

wheelers, while only about 10% ofsamples think that advertisements play a role in

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their buying, rest of the samples are influenced by the price, fuel economy and

comfort.

4.14) PREFERRED BRAND OF SUPERMARKETS:

The main objective behind this question was to know the most popular brand of

Supermarkets among the samples, the responses are as follows:

TABLE 4.14

The following graph chart shows preferred brand of Supermarkets:

CHART 4.14

41

Brand Response

Big bazaar 24

Shopper stop 18

Westside 16

Globus 14

Vishal megamart 20

Others 8

TOTAL 100


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24

1816

14

20

8

0

5

10

15

20

25

30

Big Bazaar Shopper Stop Westide Globus Vishal

Megamart

Oters

Super Markets

Interpretation:

As per the chart it is clear that Big bazaar is the most preferred brand,24% of samples

like bigbazaar, vishal mega mart is the next preferred which accounts 20% of share

other brands like Westside ,globus and shopper stop account for the rest.

4.15) FACTORS INFLUENCING TO GO FOR THE PARTICULAR

BRAND:


brand; an objective type of question was put with some attributes like price,

advertisements, ambience, variety and other factors.

The following table portrays the opinion of the samples:

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TABLE 4.15

The following column graph shows the opinion of the samples:

CHART 4.15

43

Factors Response

Price 30

Advertisement 22

Variety 16

Ambience 24

Other 8

TOTAL 100


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30

22

16

24

8

0

5

10

15

20

25

30

35

Price Ambience Variety Advertisement Other

To go for a Brand

Interpretation:

As per the response it is very interesting to note that 30% of samples consider price as

the main factor while buying a particular brand of supermarket, about 24% of sample

are of the opinion that advertisements play a great role in their buying, rest of the

samples are influenced by variety and ambience.

4.16) THE PRODUCT INFORMATION GIVEN IN THE TV

ADVERTISEMENT: SATISFACTORY AND RELIABLE:

The following chart shows that the TV advertisement are satisfactory and reliable

depends on the respondents:

TABLE 4.16

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CHART 4.16

28

24

1816

14

0

5

10

15

20

25

30

Very Somewhat Undecided Not Very Not at all

Satisfactory and Reliable

Interpretation:

45

Degree Response

Very 28

Somewhat 24

Undecided 18

Not very 16

Not at all 14

TOTAL 100


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Of the respondents, 28% said that to a greater extent the product information given in

the TV advertisement was satisfactory and reliable. 24% of the respondents said that

to some extent, 18% were undecided, 16%were not very satisfied with the product

information given in the TV advertisement.

4.17) ADS EFFECT ON THE LIFESTYLE OF CUSTOMER:

Objective of asking this question was to know the change in lifestyle if any due to the

Advertisements .And the responses were as follows:

TABLE 4.17

The following pie chart shows the opinion of the samples:

CHART 4.17

46

Options Response

Yes 76

No 24

TOTAL 100


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76

24

Life style

Yes

No

Interpretation:

From the pie chart given above it is clear that 76% people think that ads displayed onTV Affect their lifestyle and only 24% people think that their lifestyle is not affected

by the TV Ads.

4.18) ADS INFLUENCE TO MATERIALISM:

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The objective behind this question was to know whether advertisement tend the

customer to increase their materialism. And the responses were as following:

TABLE 4.18

The following pie chart shows the opinion of the samples:

CHART 4.18

64

36

Materialism

Yes

No

Interpretation:

48

Options Response

Yes 64

No 36

TOTAL 100


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From the pie chart given above it Is clear that ads influence majority of people to

increase their materialism. As 64% people responded positively and only 36%

responded against it.

5.1 SUMMARY OF FINDINGS:

Youth are a special audience segment, and television is a persuasive medium.

Most of the respondents prefer television advertisements to advertisements in

any other media.

Many respondents are used to purchasing the products shown in the

advertisement because they feel that the information given in the

advertisements are reliable. It is found that advertising sells products.

The most popular television advertisements are of FMCG and motorbikes.

This shows how the young generation is attached towards the advertisements.

The actors in the advertisements become role models to the youth. Many

watch some specific advertisements, showing their keen interest in them.

It is found that advertisements are informative and entertaining. Most of the

respondent think that ads convey the messages they are intended to

It is also found that advertisements are satisfactory and reliable.

From the project it is clear that night is the best time to put advertisement on

TV.

From the project it can be inferred that ads affect the lifestyle of youth and

influence them to make a purchase and tend them to increase their

materialism.

In all the product or service categories advertisements play an important role

to persuade the customer to make a purchase with few other factors like price,

ambience, etc.

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5.2 SUGGESTIONS:

As youth is the main target, aggressive advertising also comes into picture,

where the main motive is to grab the marketing opportunities.

In todays generation, youth play a major role in advertising and they possess

the highest potential in buying.

Advertising has a strong impact on youth as they get attracted to almost all

types of advertisements.

Steps should be taken to improve the concepts of advertising so that it reaches

the right segment of the audience, i.e., youth.

Information given along with the advertisements should be reliable and

satisfactory.

Celebrity endorsement also plays a major role in advertising and also in

grabbing the attention of the young customers.

A celebrity preference for a particular brand gives out a persuasive message

and hence the selection of the celebrity should be careful enough, i.e., the

public should be aware of the celebrity used.

The advertising agency should take necessary steps to convince the customer

with the price and the quality associated with the product/service.

The information provided with the advertisement, should not mislead the

youth generation and the advertisement should make the customers buy the

product or service.

Finally, steps should be taken to make the advertisements informative,

appealing and entertaining.

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5.2 CONCLUSIONS:

In today's marketing concept the focus is on the consumer, his needs and

requirements, rather than on the product. Naturally all media of advertisements begin

with the customer and ends with the consumer. In order to sell a product persuasive

and pervasive communication is essential. Basically through television advertisements

there is a promotion of information which influences people. An advertisement gives

the message about the product in a very natural way. This research was conducted to

see the impact of advertisements on the young generation. From the survey

conducted, it was clearly found that television advertisements create a very strong

impression on the youth.

The advertisements, which are being flashed in the television very often, are

effective. Through the frequent flashing of advertisements, the advertiser keeps in

touch with consumers. The viewers also remember the product and buy them.

The quality of advertisements and its social acceptance are the two sides of the

same coin. Advertising has to reflect social norms, values and aspirations or else it

will be irrelevant and wasteful. Imposition of such discipline is preferable.

Another problem television advertisers confront is the tendency of viewers to

switch channels, called `zapping' or leave the room during commercial breaks.

Because of television viewers' strong patterns of commercial avoidance, commercials

have to be intriguing, intrusive and likable.

Television advertising professionals in developing countries have to be fully

aware of the challenges and the responsibility thrust upon them by virtue of a vast

unexploited potential, on one hand, and the resistance they encounter from various

quarters on the other. This requires their looking beyond their own narrow areas of

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operation. A great deal of cooperative Endeavour is required in order to put

advertising on a sound footing. This has to be backed by research, the lack of which is

a major draw back for advertising.

Advertisers should understand that improperly prepared advertisements can

cause physical, mental or moral harm to the consumers. They should not exploit the

credulity and lack of experience of consumers for a mere profit.

In addition, parents must educate youngsters to became responsible and

informed consumers' says the American Academy of pediatrics.

As more and more parents spend more time producing income and less time tending

their children, the burden of responsibility falls increasingly on the advertiser.

Parents and teachers have a responsibility to teach youth about the realities of

a commercial world, just as they teach how to cross a road safely. On the other hand,

effective television commercials can achieve audience acceptance if they are well

done and they can minimize viewers' patterns of avoidance if they are intriguing as

well as intrusive.

In short, youngsters are, without doubt, attracted to advertisements. So the

onus is on the advertisers, not to produce any advertisement which will mislead the

uninformed. Knowing the considerable impact of advertisements on youth, the

advertisers must create advertisements which are both realistic and moral.

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QUESTIONNAIRE

Dear Sir / Madam,

I ABDULLAH MN studying in M.B.A. IV Sem. at City College,

Jayanagar, Bangalore, am making A study on Impact of TV advertisements on

youth. I would be appreciated if you convey your opinion on the different questions

included in this questionnaire.

Name:

Age: .. Gender: Male Female

Occupation: ..

1) Advertisements on which media grab your attention than others?

T.V Print media

Hoardings Others

2) Which ad do you most frequently watch/come across?

------------------------------------------------------------------------------------------------

3) Do the ads make you confuse about the products?

Yes:

No:

4) Have you ever been positively or negatively influenced by the ad?

Yes:

No:

5) Has it influenced you ever to make a purchase?

Yes:

No:

6) At what time do you watch the ad?Morning Afternoon

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Evening Night All

7) What product category ad influences you the most?

FMCG Automobile

White goods All Others

8) Which soft drink brand you always prefer to go for?

Coca cola Pepsi

7Up Sprite

Thums Up Others

9)Which factor influence you most in your preferred soft drink brand to go for it?

Taste Advertisement

Retailer flavor Other

10) Which deo sprays brand you like most?

Axe Cinthol

Park Avenue others

11) Which attribute you like most about it?

Fragrance Retailers

Advertisement Price Other

12) Which two-wheeler manufacturers model you prefer/will prefer?

Bajaj Hero Honda

Honda TVS Others

13) What makes you to prefer this brand?

Advertisement Price

Style Comfort

Fuel economy Others

14) Which superstore you always prefer over others?

Big bazaar Westside

Globus Vishal mega mart

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Shopper stop Others

15) What makes you to go for this superstore?

Price Variety

Advertisement Ambience Others

16) How Satisfactory and Reliable were the claims made in the advertisement?

Very Somewhat

Undecided Not very Not at all

17) Does the ads displayed affect your lifestyle?

Yes:

No:

18) Does the ads influence your materialism?

Yes:

No:

19) Your opinion on the ads & their influencing ability?

-----------------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------------

Thank You

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BIBLIOGRAPHY

BOOKS:

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

Philip Kotler (1988),Principles of Marketing, Prentice Hall of India Private Ltd.

MAGAZINES:

4p

Retail biz

Business Standards

WEBSITES:

www.google.com

www.wikipedia.com

www.TVadvertisment.com

Documents

Main Part- Abdu