AFFECT OF TV ADVERTISEMENT ON THE MIND OF

CONSUMER.
1
Mr PRANSHUL BHARGAVA

1
PGDM Student at iFEEL College, Lonavala, pranshulb86@gmail.com, M 9479692005

Abstract:
This paper extends research linking advertisement factors which effecting consumer Preference
from one product to another product. aerated drinks companies are spending a lot of money on
their Advertisements, celebrities etc. About 35% of the total cost is Advertising cost for an
aerated drink company. Therefore Advertising is an important aspect of the companies to
promote their product, and generate sales. It is also important for the companies to know
whether their advertisements are effective or not, In order to check the impact of the
advertisements, we have taken this as our research problem. (Andersson, 2006)

KEYWORDS:
Advertisement, impact, brand. Consumer, television advertisement

INTRODUCTION
It is well known fact that people in India do not just watch their favorite sport, film or serial,
many are watching to see the commercials. Regardless of how good the game was, there are
usually a few ads that people talk about the next day. But one thing that people may not think
about is how trustworthy an advertisement may be and, at a higher level, how much trust one
can, or cannot, place in an industry’s advertisements. In Indian scenario it is proved that
advertisements from soft drink companies are most effective. (VinayagaMoorthy, 2014)

As we know these days soft drink companies are advertising their product so much on
televisions and are spending so much money on the celebrities to endorse their products.
In soft drink industry the cost of advertising is nearly 35 % of the total cost. For increasing the
sale of their product they are taking film stars, cricket stars in their advertisements of their
products which are again very costly. Therefore we took this as opportunity to
study different aspects of Advertisements, their impact on consumer perception etc. Each
advertisement is a specific communication that must be effective, not just for one customer, but
for many target buyers. This means that specific objectives should be set for each particular
advertisement campaign.
2. Literature Review

2.1 The purpose and importance of advertising

The immediate purpose of advertising is not to physically bring buyer and seller together but to
communicate sales motivating information, idea, and suggestion to particular target prospects or
consumer with a view to increase the livelihood of sale.it is important for the advertiser to
understand the advertising communication process so as to establish the advertising objectives in
line with the receiver’s response. In addition advertisers can carefully select the most appropriate
media mix to deliver the message to the targeted audience. (VinayagaMoorthy, 2014)

2.2 Advertising and consumer behavior

The advertising has a great influence on the decision-making process of the consumer. Normally
when consumer is exposed to advertising, a portion of their long-term memory is activated
thereby, stimulating the buying behavior. Consumer may process the advertising process in two
ways. They may either process the information to come up with an overall evaluation of the
brand being advertised or they may simply enjoy the entertainment facet. (Andersson, 2006)

2.3 Branding and consumer behavior

Coca-Cola is the leader in the soft beverage industry and this success is mainly attributed to the
company’s ability to build relevant and appealing image around the product. To become the
market leader, Coca-Cola has also optimized on brand equity as a tool to influence a consumer
buying behavior. Normally, brand equity include brand strength, which measure the degree of
attachment consumers hold towards a brand and brand attachment, which is a set of attitudes
consumers hold towards a brand, also consumer prefer buying high-equity brand such as Coca-
Cola because they can easily interpret the brand benefits of the product, feel more confident of
branded product, and obtain more satisfaction from its usage. (Singh, 2012)
 Hypothesis and conceptual framework

Dependent Variable Independent Variable

Brand awareness  Discount

 Extra quality
 Taste
 Price

H0a: Discount has an impact on Brand Awareness.

H0b: Extra Quality has an impact on Brand awareness.

H0c: Taste has an effect on brand awareness.

H0d: Price has an effect on brand awareness.

5. Research Methodology

5.1 Data collection procedures

Since the variables for the research were identified to evaluate the relationship between
independent variables, and the dependent variables. This research was descriptive in nature,
which was based on both secondary and primary data. Secondary data was collected via research
papers, journals, books, articles in periodicals, conference proceedings, and websites. The
method used for the data collection was by way of structured questionnaire, with a mix of
dichotomous, rank order, Likert scale (1 being strongly disagree to 5 being strongly), and
semantic differential questions. Convenience sampling method was used by approaching
consumers via Google forms.
5.2 Sample Design:
Sample size of 51 respondents (n =51) was taken for this research, with a target audience of
urban households, comprising of working, and non-working, studying;. In this survey 92
individuals have participated. For most of the researches the sample size larger than 30 and less
than 500 is suitable. So, the sample used in this study is also considered appropriate.
(SEKERAN, 2003)

5.3
Case Processing Summary
N %
Cases Valid 16 100.0
Excludeda 0 .0
Total 16 100.0
a. Listwise deletion based on all variables in the
procedure.

5.4
Reliability Statistics
Cronbach's
Alpha N of Items
.746 7

To check the internal reliability of instrument, Cronbach’s Alpha was

run. The value of Cronbach’s Alpha comes to .746. Which is above the
standard value. This shows that our instrument is reliable and we can
confidently apply different statistical tests and interpret the results with
confidence.
Testing of Hypothesis and Results
Hypothesis Results

Discount has an impact on Brand Awareness Positive & strong

Extra Quality has an impact on Brand awareness. Positive & strong
Taste has an effect on brand awareness Positive
Price has an effect on brand awareness. Positive & strong

Managerial implications & Contribution of the study;

This study will be highly useful in decision makers in coca-cola
beverage company, Etc. in devising suitable long term vis-à-vis short-
term marketing strategies and tactics that will help in creating brand
awareness and strong brand image through celebrity endorsement for
coca-cola. This research would help know people whether to believe,
trust in the endorsement or not and to take purchasing decisions
carefully after verifying all the facts of any products.

. Recommendations
The study used was exploratory with convenient sampling so author
does not claim the generalizability of the study and the results to be
100% accurate. As we know celerity endorsement is a very controversial
and multidimensional topic. So, it could not provide thorough findings
in a single research. there is always a room for further research. In future
this study can be conducted by using other different variables. A large,
diverse and representative sample size with various distinctive
demographics can be tested in order to make the study more generalized.
For further studies in future focus group can turn out to be supportive in
order to explore the each and every dimension of consumer’s thought,
belief and behavior. For further research in addition with the quantitative
analysis, qualitative approach can be used like interviews and focus
groups would allow a researcher to take thorough responses that would
enhance the understanding and knowledge of the research probes. There
could be a study in future with other different variables and there should
be more in-depth study in order to understand every variable more
appropriately. In a nutshell, celebrity endorsement is an active
promoting instrument. The companies should focus on selecting the
most appropriate celebrity endorser for their product in order to gain
more attention and provoke the concern of consumer.

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