Television advertising effects on youth

Presented By: Jay Dave Enrollment No. 137150592005

Objectives Introduction to Tripti communication Pvt Ltd Literature review Research Methodology Questionnaire Analysis Findings Limitations Suggestions Bibliography

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1. To find out what is the advertisement effects on youth.

Which type of advertisement does they like more.

Brand Power in consumer’s mind to be measured by survey

1. To find out the behavior of youth towards the television advertisement.

How much time they spend watching T.V.

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Tripti Communication is a young and dynamic media company specializing in Out-of-Home & print. We offer companies the best suited media to advertise their brands and reach their target demographics by pinpointing the media that will bring the highest returns (ROI) and brand recall.

Tripti communication partners up with various events throughout the year and we offer advertisers the opportunity to show their affiliation with an event that targets their demographics.

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Advertising is to create understanding, liking, and selection of product or services. The most influencing theory in marketing and advertising research is attitude-towards-the-ad. However, the attitude that is formed towards the ad help in influencing consumer’s attitudes and perception toward the brand until their purchase intent (Goldsmith & Lafferty, 2002).

A study by Sharma (2007) finds that nowadays consumer is not easily swayed by a celebrity in an ad but he needs full fledge information about the product also, followed by brand name, overall appeal, and music/ jingle. Advertisements being endorsed by celebrities are found to be less attractive and that the use of celebrities may not change the buying behavior of consumers significantly.

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Saksena (1990) found that teenagers are influenced by TV advertisement and mostly purchased those brands and products which are advertised more on television.

Heath, Brandt and Nairn (2006) in their research reveal that advertising associations attempt to accomplish three things: attention, brand awareness and persuasion.

Individuals uses cue in different buying situation for recalling the brand ad and greater chance of brand to be retrieved of any buyer, when different attributes are attached to the brand, which creates brand association (Romaniuk & Sharp, 2004).

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Research Type: Quantitative

Research Design:Conclusive-Descriptive - single cross sectional

research design

Primary data Source:

Secondary Sources:

Online Questionnaire

Reference Material, Books, Magazine &

Newspapers, Websites.

Data Collection Method: Personal survey Method(online method)

Population: Peoples residing in Gujarat

Sampling Method: Non Probability Convenience sampling procedure

Sampling Location: Different areas of Ahmedabad City

Sample Size: 150 respondents

Data Collection Instrument: Structured Questionnaire

QUESTIONNAIRE ANALYSIS

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Particulars Responses Percenatage

Print 1 1%

Radio 2 1%

Television 102 67%

Internet 45 30%

Hoardings 2 1%

Other 0 0%

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Particulars Responses Percentage

just printed words 4 3%

Words with sound 6 4%

Words with visual 21 14%

only moving action without sound

1 1%

Picture depicting a Scene/ Story

48 32%

Ad with Audio-Visual Contents

72 47%

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Better Recall 5 3%

Positive Impression 25 16%

Generate Interest 57 38%

Increase curoisity to Buy

44 29%

Better Product knowledge 21 14%

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0 hours 4 3%

1-2 hours 118 78%

3-5 hours 24 16%

more than 5 hour 6 4%

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Few hours 17 11%

one day 44 29%

one week 45 30%

one month 4 3%

more than one month

8 5%

Not knowing 34 22%

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Particular Responses Percentage

Yes 123 81%

No 29 19%

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The Product is of High quality

16 11%

It Must be Expensive

15 10%

The company must be Big

25 16%

The Brand is facing intense competion

34 22%

Doesn't create any impact

62 41%

Other 0 0%

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Model 8 5%

Theme 39 26%

Background 10 7%

Punch line 21 14%

Photography 10 7%

Music 6 4%

Creativity 58 38%

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Funny 6 4%

Creative 65 43%

Unique 14 9%

Informative 19 13%

Meaningful 25 16%

Short & Crisp 6 4%

Emotional 3 2%

Crazy 6 4%

Straight Forward 3 2%

Sexy ad 5 3%

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Strongly Agree 24 16%

Agree 105 69%

Neither Agree nor Disagree

18 12%

Disagree 5 3%

Strongly Disagree 0 0%

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Strongly Agree 47 31%

Agree 80 53%

Neither Agree nor Disagree 23 15%

Disagree 2 1%

Strongly Disagree 0 0%

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A lot 20 13%

Somewhat 102 67%

Not Much 25 16%

Not at All 5 3%

H0: Attention media is indepandent on Age. H1: Attention of media is depandant on Age.

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Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 35.979a 16 .003

Likelihood Ratio 25.218 16 .066

Linear-by-Linear

Association11.640 1 .001

N of Valid Cases 152

Hypothesis 1

Attention media is dependent on Age.

Hypothesis 2

Selection of advertisement is independent of age.

Hypothesis 3

Attention media is independent on occupation.

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Hypothesis 4

Selection of advertisement is dependent of age.

Hypothesis 5

Mind set via advertisement is independent on age.

Hypothesis 6

Watching of T.V. is independent upon occupation.

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Hypothesis 7

advertisement urges you to buy a new prodect is independent on gender.

Hypothesis 8

Thus, Advertisement urges to buy a new product and income is independent Of each other.

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Hypothesis 9

Most important aspect of T.V. advertisement is independent on gender.

Hypothesis 10

Different kind of ads is independent on age.

Hypothesis 11

Different kind of ads is independent on occupation.

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Hypothesis 12

Watching of new ad is independent on age.

Hypothesis 13

Annoying after watching ad is independent on age.

Hypothesis 14

Liking of offbeat ad is independent on gender.

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Researcher found that from the analysis we can say that the television media is most preferable media as compare to other media. As television media is holds 67% of the analysis.

Researcher found that from the analysis we found out that the 47% of the respondents have preferred Ad with audio –Visual contents.

Researcher found that from the analysis we found out that 38% of the respondents said that watching advertisement.

Researcher found that from the analysis we found out that 78% of respondent watching television 1-2 hours daily.

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Researcher found that from the analysis we found out that 30% of the respondent says that the advertisement stays on mind for one week.

Researcher found that from the analysis we found out that 81% of respondent says that advertisement urge them to buy a new product.

Researcher found that from the analysis we found out that 41% of the respondent is not urge to buy product by usage of celebrity in the advertisement.

Researcher found that from the analysis we found out that 38% of respondent wants to see creative advertisement more than other.

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Researcher found that from the analysis we found out that 55% of the respondent is neither Agree nor Disagree, that they like offbeat ads only.

Researcher found that from the analysis we found out that 53% of the

respondent is Agree that they like creative but sensible ads.

Researcher found that from the analysis we found out that 67% of the

respondent think that “Ethical” Issue are affecting Tv ad..

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The television media is most preferable media among the audience, as it gives them better knowledge about product & it generate interest to buy the product.

The advertisement should more creative and sensible.

The Advertisement must urge consumer to buy new product.

The advertisement must be shown more number of times because it should last on consumer mind more no of times.

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The advertisement must in the form of audio-visual content as it is the best way to advertise your product.

The females prefer more television media then male.

The advertisement must generate interest on consumers mind to buy the product.

The advertisement must be appealing and engaging.

The advertisement must show its intended message.

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The television media is most preferable media among the , but still they only spend 1-2 hours per day watching it.

The internet media is slowly increasing its market share among

the youth, so the day will b no longer when we will see the, that television media will be not that much preferable what it is preferable today.

The advertisement must also play important role by making such

Ads which will help aware the people , which is happening in the society this days.

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Due to lack of time with people most of the people were not willing to respond to the questions due to which it was very difficult to convince them for collecting the information.

Reliability of the data: - Many respondents do not have any clear idea.

Many respondents did not know many times what the questions were exactly.

Many respondents were not ready to give answers of each question.

For example, most of the respondents did not revealed personal information.

Time constraints were there on our part.

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It was not possible to gather responses of such a large number of people within such a short span of time.

Area of the project is limited to Ahmedabad.

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From this research we came to know that most preferred advertisement among the youth is the ad which is creative and sensible. Advertisement should be done through all media like, newspaper, radio, internet etc, but to increase brand awareness the television media is most preferable media.

Advertising has been an immensely crucial aspect of business for what the society doesn’t see, it doesn’t buy. The advertising world has always been extremely dynamic and ever-evolving, but with the re-vamping of advertisements as per the economic situation of the country guarantees it to be more vibrant and vivacious than ever before.

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Websites:

http://www.ibef.org/industry/advertising-marketing-india.aspx

http://www.indianmirror.com/indian-

industries/advertising.html

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Books: Philip Kotler and Kevin Keller Marketing Management: A South

Asian Perspective (13th edition), page no: 86 to 109.

Naresh.K.Malhotra Marketing Research: An applied orientation (5th edition), page no: 210 to 242

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Thank You

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