Beruflich Dokumente
Kultur Dokumente
1 INTRODUCTION 6-13
2. REVIEW OF LITERATURE 14-16
3. RESEARCH METHODOLOGY 17-19
4. OBJECTIVES OF THE STUDY 20-21
5. ANALYSIS AND FINDINGS 22-43
6. SUGGESTIONS 44-45
7. LIMITATIONS AND SCOPE 46-47
8. CONCLUSION 48-49
9. ANNEXURE
Questionnaire 50-52
10. BIBLIOGRAPHY 53-54
INTRODUCTION
Television (TV) is a telecommunication medium for transmitting and receiving moving images
that can be monochrome (black-and-white) or colored, with or without accompanying sound.
"Television" may also refer specifically to a television set, television programming, or television
transmission.
TV is a medium that tends to reach nearly every one these days. The Indian readership
survey & National Readership Survey (1996) have provided cultural data on media habits &
on the Indian consumers.
Placing an advertisement on TV can result in high frequency of exposure because there
is large no. of people who regularly watch TV. Advertisers obtain sponsorship for the whole
program or for only a part of it. When time of exposure is particularly important, TV is a
great medium to use.
Merits are:-
• Deep Impact
• Selective and Flexible
• Mass Communication Media
• Upper hand in Distribution
• Life-like Presentation
Demerits are:-
• Shortest Life
• Costlier
• The Culture Problem
According to American Marketing Association, Advertising is defined as “any paid form
of non-personal presentations of ideas, goods or services by an identified sponser.”
The term advertising is derived from the original Latin word advertere which means ‘to turn’
the attention. Every piece of advertising turns the attention of the readers or the listeners or the
viewers or onlooker towards the product or an idea. Therefore it can be said that anything that
turns the attention to an article or a service or an idea might be well called advertising.
In today’s highly competitive world marketing calls for more than just developing a good
product, pricing it attractively and making it accessible to target consumers. To stay in business,
communication is must with customers and most effective media is advertising. Advertising is
million tongued salesman. It builds factories, stores, communities and keeps the wheels of
industry turning. It teaches a better way of managing our affairs. Advertising gives the public the
right to choose between many options, many brands. It enables consumers to opt for the best mix
of quality and price.
Advertising benefits both the buyers and the sellers- the buyer I smaller costs and the seller in
a greater volume of sales. Manufacturers use advertising for three purposes:
Importance of Advertising
Advertising plays a very important role in today’s age of competition. Advertising is one thing
which has become a necessity for everybody in today’s day to day life, be it the producer, the
traders, or the customer. Advertising is an important part. Lets have a look on how and where is
advertising important:
• Advertising is important for the seller and companies producing the products
Yes, advertising plays very important role for the producers and the sellers of the
products, because:
• Advertising helps producers or the companies to know their competitors and plan
accordingly to meet up the level of competition.
• Advertising helps creating goodwill for the company and gains customer loyalty
after reaching a mature age.
Types of Advertising
If you ask most people what is meant by "type" of advertising, invariably they will respond by
defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). But in marketing,
type of advertising refers to the primary "focus" of the message being sent and falls into one of
the following four categories:
• Product-Oriented Advertising
• Image Advertising
• Advocacy Advertising
• Public Service Advertising
Most advertising spending is directed toward the promotion of a specific good, service or idea,
what we have collectively labeled as an organization’s product. In most cases the goal of product
advertising is to clearly promote a specific product to a targeted audience. Marketers can
accomplish this in several ways from a low-key approach that simply provides basic information
about a product (informative advertising) to blatant appeals that try to convince customers to
purchase a product (persuasive advertising) that may include direct comparisons between the
marketer’s product and its competitor’s offerings (comparative advertising).
However, sometimes marketers intentionally produce product advertising where the target
audience cannot readily see a connection to a specific product. Marketers of new products may
follow this "teaser" approach in advance of a new product introduction to prepare the market for
the product. For instance, one week before the launch of a new product a marketer may air a
television advertisement proclaiming "After next week the world will never be the same" but do
so without any mention of a product or even the company behind the ad. The goal is to create
curiosity in the market and interest when the product is launched.
Types of Advertising: Image
Organizations also use advertising to send a message intended to influence a targeted audience.
In most cases there is an underlying benefit sought by an organization when they engage in
advocacy advertising. For instance, an organization may take a stand on a political issue which
they feel could negatively impact the organization and will target advertisements to voice their
position on the issue.
Vivica Kraak, David L. Pelletier (1998). Striving to achieve optimal nutritional well-being
among children is a high priority, given our knowledge relating nutrition to disease risks and the
importance of early childhood experiences in forming lifetime behavioral patterns. The eating
patterns of children and teenagers have changed significantly over the past two decades. Children
and teenage youth are eating more frequently, getting a greater proportion of their nutrient intake
from snacks, eating more meals away from home, and consuming more fast food (4,16).
Nationwide surveys show that food consumption patterns of most American children do not meet
the Dietary Guidelines. The average diet of American children exceeds the recommendations for
rat, saturated fat, and sodium, and childhood obesity is a growing problem across all income
strata (16). Thus, it appears unlikely that the goals for children's diets for fat and saturated fat set
forth in the Healthy People Objectives 2000 will be reached by the year 2000.
Larry K. Brown, M.D., Kevin J. Lourie, Ph.D., Caron Zlotnick, Ph.D., and Jennifer Cohn,
B.S. (2000). This study compared the HIV-risk-related behaviors and attitudes of adolescents
with and without a history of sexual abuse who were in intensive psychiatric treatment.
Adolescent patients (N=208) completed measures of psychological functioning and HIV-related
knowledge, attitudes, and behaviors. Among sexually active adolescents in psychiatric treatment
(N=116), those with a history of abuse reported significantly less condom self-efficacy
(emotional ability to use condoms), less knowledge of HIV, less impulse control, less frequent
use and purchase of condoms, and significantly higher rates of sexually transmitted diseases than
their peers. Multiple logistic regression indicated that a history of sexual abuse was strongly
associated with inconsistent condom use. Sexual abuse was associated with HIV-risk-related
attitudes and behaviors among adolescents in psychiatric treatment. Clinicians should thus view a
history of sexual abuse as a marker for sexual behavior that puts adolescents at risk for HIV.
Sherry Emrey and Melanie A. Wakefield (2000). Recent state budget crises have dramatically
reduced funding for state-sponsored antitobacco media campaigns. If campaigns are associated
with reduced smoking, such cuts could result in long-term increases in state health care costs.
Commercial ratings data on mean audience exposure to antitobacco advertising that appeared on
network and cable television across the largest 75 media markets in the United States for 1999
through 2000 were combined with nationally representative survey data from school-based
samples of youth in the contiguous 48 states. Multivariate regression models were used to
analyze associations between mean exposure to state antitobacco advertising and youth smoking-
related beliefs and behaviors, controlling for individual and environmental factors usually
associated with youth smoking and other televised tobacco-related advertising.
Mary Story and SIMONE FRENCH (2004). In recent years, the food and beverage industry in
the US has viewed children and adolescents as a major market force. As a result, children and
adolescents are now the target of intense and specialized food marketing and advertising efforts.
Food marketers are interested in youth as consumers because of their spending power, their
purchasing influence, and as future adult consumers. Multiple techniques and channels are used
to reach youth, beginning when they are toddlers, to foster brand-building and influence food
product purchase behavior. These food marketing channels include television advertising, in-
school marketing, product placements, kids clubs, the Internet, toys and products with brand
logos, and youth-targeted promotions, such as cross-selling and tie-ins. Foods marketed to
children are predominantly high in sugar and fat, and as such are inconsistent with national
dietary recommendations. The purpose of this article is to examine the food advertising and
marketing channels used to target children and adolescents in the US, the impact of food
advertising on eating behavior, and current regulation and policies.
Janine Paynter and Richard Edwards (2009). Tobacco promotion increases the likelihood that
adolescents will start smoking. Much of the tobacco industry's promotional budget is spent on
point of sale (PoS) promotion in many jurisdictions. Consequently, tobacco is an eye-catching
feature at the PoS in many places.
We reviewed the evidence that PoS tobacco promotion influences key smoking-related behaviors
and beliefs, increases susceptibility to smoking in youth, undermines smokers’ quit attempts, and
promotes relapse among ex-smokers.
We found 12 peer-reviewed studies, 10 of which were focused on children. Seven of 8
observational studies found statistically significant associations between exposure to tobacco
promotion at the PoS and smoking initiation or susceptibility to smoking. Two experimental
studies of children found statistically significant associations between exposure to PoS tobacco
promotions and beliefs about ease of getting tobacco and smoking prevalence among their peers.
An experimental study with adults found that a picture of collected tobacco pack elicited
cravings for cigarettes among smokers. A cross-sectional study found that 25% of adult smokers
reported impulse purchasing and a third of recent ex-smokers reported urges to start smoking
after seeing tobacco displayed.
Lesley A Smith and David R Foxcroft (2009).The effect of alcohol portrayals and advertising on
the drinking behaviour of young people is a matter of much debate. We evaluated the relationship
between exposure to alcohol advertising, marketing and portrayal on subsequent drinking
behaviour in young people by systematic review of cohort (longitudinal) studies.
studies were identified in October 2006 by searches of electronic databases, with no date
restriction, supplemented with hand searches of reference lists of retrieved articles. Cohort
studies that evaluated exposure to advertising or marketing or alcohol portrayals and drinking at
baseline and assessed drinking behaviour at follow-up in young people were selected and
reviewed.
RESEARCH METHODOLOGY
With the ever increasing complexity of the marketing and activity, marketing research has also
grown in today, carrying out research relating to customers and markets require specialized
skills.
RESEARCH DESIGN:-
Design is basically a blue print of the research which includes the method of research, the
instruments to be used for method of sampling etc. It is a statement of; elements of a study those
that provides the details of the project. The design that is in the study is a Descriptive Design, a
descriptive
• the phenomenon without establishing association factors, descriptive design was used
because it studies variables of people or respondents who are under the study involved
the survey of consumers views
• Intended to produce accurate descriptions of relevant to the decision being faced
without that some relationship exists between variables. It is the simplest of all the
designs.
DATA SOURCES:-
In this, the sample size of 100 Youth was taken and they were asked questions
based on requirement of study.The youth were asked to give answers to both
open ended and close ended questions.
CONTACT METHOD:
The respondents were personally interviewed for the research.
• To study the Perception of youth regarding the role of T.V advertisement on their
buying behaviour.
INTERPETATION:
When the respondents were asked whether they watch television, it was found that all the
respondents watch television. Thus it is evident that the T.V is very popular.
Q2: On an average how much time you spend on watching T.V daily?
INTERPETATION:
When the respondents were asked how much time you spend on T.V then it was found
that 70% respondent spend two hour 15% respondent spend four hour 10% spend six hour and
5% respondent spend more than six hour.
Q3:Have you ever been motivated to purchase a product after seeing T.V advertisement?
INTERPETATION:
As per analysis the 50% respondents are motivated to purchase a product
after seeing the T.V advertisement
Q4: What is your reaction when you watch a T.V commercial ?
INTERPETATION:
From the analysis it can be concluded that 40% respondents watch with interest 35%
respondent switch the other channel and 25% respondent use the indifferent way to watch the
T.V
Q5: Do you think that T.V advertisement effect the buying behavior of youth?
ANSWER No: of Respondents
YES 90
NO 10
INTERPETATION:
When the respondents were asked weather they found T.V advertisement effect the
buying behavior, it was found that 90% of respondent say yes and only 10% respondents say no.
Q6: What according to you is the role of T.V advertisement on buying behavior?
ROLE No: of Respondents
Giving Information of the product 52
Convincing The Buyer 38
Time Saver 10
INTERPETATION:
It was found that out of 100 respondents(52%) said T.V giving information of the
product, (38%) said T.V conceiving to buyer the product and only (10%) said T.V help in time
saver.
INTERPETATION:
When the respondents were asked whether they attract to purchase a product after seeing its
T.V advertisements, it was found that 33% respondents were attract by stunt/action oriented,14%
by vulgarity,26% by female models, 20% by celebrities(male) and 7% by any other.
INTERPETATION:
When the respondents were asked which product you attract the most. Most of the
consumers said that non durable goods attracted them the most.
Q10: Do you carry out any kind of discussions with your family before buying the product?
When the respondents were asked when you go to market to buy the product, you
discuss with family or not then the 76% say yes and 24% say no.
Q11: Do you think T.V advertisement for product meant for adults should be banned?
RESPONSE PERCENTAGE
YES 10%
NO 90%
INTERPETATION:
It was found that out of 100 respondents,10% say product can be sold without
advertisement and 90% say product can not sold without advertisement
Q13: Following statement would help in analyzing your perception about T.V advertisement?
(Note: SA-Strongly agree, A-Agree, NAND-Neither agree nor disagree, DA-disagree, SDA-
strongly disagree)
FINDINGS
• Mostly youth believes that T.V advertisements are good source of information regarding
the product.
• Youth believes that T.V advertisements help them to make a choice between various
alternative products.
SUGGESTIONS
• Normally youth are attracted towards T.V media so advertiser should concentrate more
on T.V media for effectiveness.
• Advertisements should be such that one can watch these sitting along with family
members.
• T.V advertisements should not be presented in such a way that it promotes the aggression
among youth.
• Due to time and resource constraints the survey was conducted within the city of Ludhiana
and as such the study might not present a true picture of youth attitude towards advertising
per se.
• A small sample size of 100 respondents may not be representative of the universe.
• The respondent’s bias might have crept in while filling the questionnaire.
• Due to dynamic nature of youth there is every possibility that the findings of today may
become invalid tomorrow.
CONCLUSION
The research project titled ‘Impact of T.V advertising on purchase behavior of youth.’ Is based on
primary data that was collected through the survey method in order to know impact of
advertisements of T.V media on youth. The sample size was 100. The instruments used for
survey was structured questionnaire containing 14 questions.
The study shows that the majority of youth are regular television viewer. And this change their
behavior after attract from this media.
So we can conclude that majority of youth believe that T.V ads are good source of information
and help them to make a choice between various alternative products.
References and Bibliography
• Advertising by Sontaki
• www. Google.com