ABSTRACT

The focus of dissertation is to look at the issue of advertising and consumer behaviour, with particular emphasis on how consumers react to advertising. This should give some insight into how advertising is approached in order to affect consumer behaviour. Advertising obviously works, but what makes a successful advertising campaign? This project will examine the area of advertising that contains a message, rather than advertising that aims to persuade the consumer to buy a product or service. Many examples of this type of advertisement are controversial in approach and aim to shock the viewer. The drink driving campaigns are one such example. Over the years these advertisements have become more and more explicit in their message of what can happen if someone drinks and then drives? The aim is to use shock tactics to try to influence and thus alter consumer behaviour. The images and message contained in such advertisements are very powerful and a study of this area should prove interesting as advertising impacts on all areas of our lives. With this in mind the questionnaire will follow the lines of research undertaken by Bennett. We will ask the subjects to give their reactions to a number of statements to identify their pre-existing attitudes (as Bennett) and then look at a series of advertisements and give their reactions to these. The advertisements will comprise 2 drink driving advertisements. The aim is to attempt to identify how people react to these type of advertisements and what attitudes they take.

CONTENTS

Certificate Acknowledgements Preface Abstract Chapter 1: Introduction Chapter 2: Advertising and Consumer behaviour Chapter 3: Social Marketing Chapter 4: Research Methodology Chapter 5: Research Findings and Discussion Conclusions Limitation Recommendation Bibliography Appendices

CHAPTER 1 Introduction
Advertising is a powerful tool. Given the amount of money that is spent on this marketing medium by the major corporations, advertisers obviously feel that they can influence consumer decisions and thus behaviour. Advertisements these days promise or seem to promise all sorts of things. They also rely on implications. Car advertisements generally use beautiful, successful looking people, with the implication that buying the car could have the same effect on the target market. Beauty advertisements are another example; many advertisements for beauty products promise things, generally to make the consumer look younger. Do these really have an influence on the consumer's decision to buy? How does the advertiser decide how to approach this area? What are the influences on the consumer?

Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio,

billboards or direct mail. Advertising may be placed by an advertising agency on behalf of a company or other organization.

Organizations that spend money on advertising promoting items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a public service announcement.

Money spent on advertising has declined in recent years. In 2007, spending on advertising was estimated at more than $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010. Advertising is the promotion of a companys products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows:

y y y y y

Increasing the sales of the product/service Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company.

Types of Advertisement Thus, several reasons for advertising and similarly there exist various media which can be effectively used for advertising. Based on these criteria there can be

several branches of advertising. Mentioned below are the various categories or types of advertising: Print Advertising Newspapers, Magazines, Brochures, Fliers The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper. Outdoor Advertising Billboards, Kiosks, Tradeshows and Events Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the companys products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely

associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.

Broadcast advertising Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.

Covert Advertising Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruises phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.

Surrogate Advertising Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these

companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.

Celebrity Advertising: Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist

In simple terms, advertising is the promotion of a product or service that is conducted primarily to push their sales. It is also conducted in order to build up the brand identity as well as communicate any changes or new products and services

offered to customers. Advertising is an essential element of the commercial and corporate world and companies put forth large amounts of revenue through their advertising budgets. There are a multitude of reasons for advertising, such as increasing the sales of the product or service being provided, creating and maintaining the brand's identity or its image or communicating any changes within the product line or service.

Just as there are several reasons for advertising, there are also various venues for that advertising. These venues can be used in different ways in order to reach the product purchasing public. What is being advertised will dictate what sort of medium should be used in the act of advertising it.

Print advertising is the old standard; it has been with us since early times. Advertising products through newspapers, magazines fliers, and brochures is commonplace. Newspapers and magazines sell advertising space according not only to the size of the ad, but also where it is placed within the medium. Readership is also a factor in the cost of the advertisement as well as the desirability for the medium. For instance, placing an ad in a paper that has a long history and a large readership will be far more expensive than placing the same ad in a newer paper that is still building a readership base. The question would be, which circumstance would give you the best bang for your buck.

Outdoor advertising such as billboards, kiosks, and trade shows and events are also a popular form of printed advertising. The most common form of these are the billboards, followed by the kiosks. Billboard advertising is extremely popular, as you know. You can see billboards hoisting their advertising for you to see as you drive down any popular road or freeway. Billboard advertising is indeed extremely popular,

however, because of the popularity, advertising can fly by you without you giving it a second thought unless it has some sort of catchy phrase, a bit of humor or is really terse.

Covert advertising such as plugs in movies is becoming more and more popular. In the early days of television, the movie creator had to pay the product manufacturer in order to use the product within the movie, now the tables are turned and product placement is becoming quite costly. It gives the product producers the opportunity and ability to hit the buying public where they live. The producer just needs to properly place the product in a movie that target markets the most likely consumers for the product. This is also true in the product placement in games that is currently becoming another skyrocketing marketing opportunity.

The purpose of advertising is to promote a product or service in order to increase sales and create a branding of the product so that a customer loyalty base will be established. Without effective and targeted advertising, a business cannot succeed. There are many types of advertising a business can utilize in effort to increase their sales.

The following lists a number of types of advertising available to businesses:

Television and Radio: Since television was first introduced, businesses have had tremendous success using it as an advertising medium. This is due to the increase in consumers watching television. The cost of television depends on the time of day or night one advertises, the popularity of the television show (how many viewers,) and the length of the advertisement. Television advertising can reach millions of people. Radio advertising is a traditional advertising format that uses voice and jingles.

Print: This includes newspapers, magazines, fliers, brochures..etc. Placing advertisements in magazines and newspapers is an age old method of advertising. Newspapers and the magazines sell the advertising space. Prices depend on location, size, graphics, and color. Advertising success often depends on the number of subscribers. Print advertising allows a business to target a specific demographic. Fliers and brochures are a great way to advertise sales and launch special product promotion programs.

Internet Advertising: Online advertising consists of small ads, banner ads, text ads, video ads, pay-per-click advertising, and reciprocal linking to other websites. The effectiveness of online advertising depends on exposure and how many people actually view the advertisement. Internet advertising allows the advertiser to track the number of impressions an ad gets (how many people see it), and how many visits their business website receives from particular ads, making it simple to find out what kind of conversion rates the advertisers are obtaining. Online advertising does not have any time restraints and can be viewed day and night throughout the world. Businesses also have their own websites as an advertising tool. A well-designed and well-promoted website can provide a world of customers.

The reason for choosing this area for the dissertation is that advertising and the thinking behind it is a fascinating subject. There are a lot of strong opinions in this area and a great deal of issues of relevance. The field of advertising is highly competitive, at times controversial and always visible in daily life and an in-depth study of this question should yield some very useful information and background to this area.

Advertising evidently works as it is employed as a means of communication by so many organisations, but what makes a successful advertising campaign? This

dissertation will examine the area of advertising that contains a message, rather than advertising that aims to persuade the consumer to buy a product or service. This is known as Social Marketing, which is a planned process for influencing change, and can play a central role in topics like health, environment, and other important issues.

Many examples of this type of advertisement are controversial in approach and aim to shock the viewer. The drink driving campaign in the India is one such example. Over the years these advertisements have become more and more explicit in their message of what can happen if someone drinks and then drives. The aim is to use shock tactics to try to influence and thus alter consumer behaviour. The images and message contained in such advertisements are very powerful and a study of this area should prove interesting as advertising impacts on all areas of our lives. To quote Solomon (1994): For better or worse, we all live in a world that is significantly influenced by the actions of marketers. We are surrounded by marketing stimuli in the form of advertisements, stores and products competing for our attention and our money. Much of what we learn about the world is filtered by marketers, whether through the affluence depicted in glamorous magazine advertising or roles played by family members in commercials. Ads show us how we should act with regard to recycling, alcohol consumption and even the types of houses and cars we wish to own

OBJECTIVES

 To analyse the role of advertising in general as a medium for delivering a message and why this is a burden upon the customer.  To identify the case for corporate social responsibility and social marketing  To discuss how advertising can have an impact on consumer behaviour  To examine how consumers' react to advertising?

The issues of influences on the consumer are also relevant and how these influences contribute to the ability of advertising to affect the consumer's behaviour is fundamental to understanding and succeeding in any approach to advertising. Influences such as social, situational, lifestyle, personality, psychological, attitudes, motivation, and perception play a vital role in the overall scenario.

Research Question
To establish if advertising can influence consumer behaviour? The focus therefore of this dissertation is to look at the issue of advertising and consumer behaviour, with particular emphasis on how consumers react to advertising. This should give some insight into how advertising is approached in order to affect consumer behaviour.

The dissertation will examine literature dealing with advertising, as well as social marketing, which deals with the area of advertising where a message needs to be conveyed to change behaviour. A research study will be undertaken using a questionnaire. We will ask the subjects to give their reactions to a number of statements to identify their pre-existing attitudes and then look at a series of

advertisements and give their reactions to these. The advertisements will comprise two include drink driving campaign posters. .Our target audience will be the general public.

Structure of the dissertation

The dissertation is divided into 6 chapters. This chapter forms the introductory chapter to the study. Chapter 2 looks at Advertising, its background and the issues of importance within this subject, and also examines the expenditure an advertisement influences on consumer behaviour which have a burden on customer. Chapter 3 examines the case for Social Marketing, what it means, how it works and what it is trying to achieve. Chapter 4 outlines the approach taken as far as the research area of this dissertation is concerned. Chapter 5 presents the findings to the survey undertaken as part of the research. This chapter also analyses and discusses the findings. The dissertation is brought to a conclusion with Chapter 6.

CHAPTER 2 Advertising and Costumer Behaviour

Advertising
The goal of almost any marketing or promotional campaign is to ensure that the product, service or message being advertised is remembered. The aim is to build consumer awareness, and this is where a regular advertising campaign can help. Advertising is a powerful tool, which aims to influence consumer decisions and thus behaviour. Advertising has been defined by many. One simple but precise definition is "the action of calling something to the attention of the public, especially by paid announcement" (Ann Burdus article in Hart, 1993). Kotler (2000) defines it as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. In theory advertising is an agent of choice. One of the most important benefits is that it helps the consumer become an active rather than passive agent in the economic cycle. Advertising is an essential part of selling or getting a message across. "It has 2 components, information and persuasion, and the mix of these is capable of infinite variety" (Miles, in Hart, 1993). It is the element of persuasion that can ultimately influence consumers and affect their behaviour. The level of incentive offered to each consumer is determined by how great or small a burden the consumer perceives is associated with viewing-or acceptingthe advertisement. This is called the "acceptance burden"-a subjective value held by the consumer that is difficult to measure owing to the large number of variables involved. Such variables may include the category of the advertised product, the timing of the

advertisement, the celebrities featured in the advertisement, and the actions required of the viewer. For example, even in the case of viewing a long advertisement, depending on the particular consumer, some advertisements may be perceived as having a small acceptance burden. Furthermore, where the advertising comprises information that the consumer wants at a time when they want it, the acceptance burden for that consumer would-in this case-be zero. In such a scenario, it is possible that the incentive offered might also be zero. In other words, the advertising acceptance incentive (equal to the acceptance burden) is based on the concept of a reverse auction in which each consumer makes his or her final decision.
For the advertiser, by using the offer-incentive advertisement system, it becomes possible to offer an appropriate level of incentive to each consumer. This means the advertiser can use a diverse range of advertising communications, encompassing both small and large acceptance burdens.

The measurement of the effectiveness of advertising is very important but also difficult to undertake. In order to measure whether advertising is effective we have to know what it is trying to achieve. Equally we need to examine the influencing factors such as attitudes, feelings and existing habits of purchase and usage. The AIDA (Attention, Interest, Desire, Action) model and the DAGMAR (Defining Advertising Goals for Measured Advertising Results) model offer useful approaches. The DAGMAR Model also helps in the before and after surveys to show changes that have taken place in the consumer's responses. It should be noted that a great deal of advertising is intended not to generate new users but to persuade existing users not to change.

Large-scale efforts are being made, often with impressive success, to channel our unthinking habits, our purchasing decisions and our thought processes by the use of insights gleaned from psychiatry and the social sciences (Packard, cited in Solomon, 1994). Such is the case with advertising and the increased interest in the influence this could have on consumer behaviour.

As consumers we are constantly bombarded by messages inducing us to change our attitudes (Solomon, 1994). There are many examples, drink driving campaigns being just one of them. The advertiser, in this case the government, aims to change consumer attitudes to this practice, and the message gets increasingly hard hitting. The saying one picture is worth a thousand words captures the idea that visual stimuli can economically deliver bug impact, especially when the communicator wants to influence receivers emotional responses. For this reason, advertisers often place great emphasis on vivid and creative illusions or photography (Solomon, 1994). Nowhere is this truer than in these campaigns.

HISTORY OF ADVERTISING

HISTORY OF ADVERTISING
Modern advertising is largely a product of the twentieth century. However communication has been the part of the selling process for almost as long as there has been the need to exchange goods from one person to another. The development of technology and research has led to increased sophistication in advertising in recent decades. During ancient and medieval time advertising was crude if measured by present day standards. However the basic reason for using advertising was the same then as it is now.

Institutions come into existence only when a need for them develops. A variety of external forces support and nourish the growth and development of an institution. To survive , the institution must be dynamic , flexible and adaptable to meet the needs in the changing conditions of the environment.

The recorded history of advertising covers the period of about 5000 years including the modern satellite and internet age. Our knowledge of advertising in ancient times is fragment. Nevertheless, it seems that the urge to advertise has been a part of human nature ever since ancient times. The diggings of archeologists in the countries rimming the Mediterranean sea has unearthened a Babylonian clay tablets about 3000 B.C, bearing inscription for an ointment dealer, a scribe and a shoemaker. Romans and their predecessors knew that it pays to advertise papyri found in the ruins of Thebes (Egypt) show announcements offering rewards for the return of runaway slaves (about 3000 BC). Before the invention of printing from movable type (about 1438 Ad ) by john Gutenberg, there were three forms of advertising :-

y Trademarks:-

Craftsmen in early times wanted to be identified for their skills and placed their individual marks on goods they crafted. This led to the reputation building of particular artisans by word of mouth. Buyers learnt to look for the distinctive mark just as we look today for the brand names and trademarks on the products.

y Signs:Phoenicians and other traders painted commercial messages on prominent rocks along trade routes that they used. These messages highly praised the products that were for sale. This is an example of ancient outdoor advertising. Archeologists have revealed from excavation of Pompeii that little shops had inscriptions on walls near the entrance to inform the passerby whether the shops sold pottery, wine, bread or any other goods.

y Town Criers:-

This system of town cries was perhaps present in all developed civilization of ancient world. In Greece during the golden age, town criers were paid to go around spreading news and making announcements in the streets of Athens. Epics and history books about ancient India reveal that the rulers in India to inform the public of various public interest matters used the system of town

criers. In rural India , town criers were used till 1950s.

CONCEPT OF ADVERTISING

CONCEPTS OF ADVERTISING
Advertising is an important tool of promotion. It is a non-personal presentation of an idea or a product. Advertising has acquired a great importance in the modern India characterized by tough competition in the market and fast changes in technology and fashion and taste of customers.

Advertising is used for communication business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of available of the product, etc. Advertising is indispensable for both the sellers and the buyers. However it is more important for the seller. In modern age of large scale production, producers cant think of pushing sales of the product without advertising them. It is basically the link between the buyers. It does not simply provide information about product and services but is an active attempt at influencing people to action by an overt appeal to reason or emotion.

In other words, advertising does not end with the flow of information about the seller to the buyer; it goes further to to influence and persuades people to action or belief.

This is however, only the communication point of view of advertising function. There is another way of viewing advertising function; and that is the marketing point of view.

Each organization has a marketing objective and a marketing plan to achieve them. An organization also identifies the segment of the market it intends to serve. In the process of achieving its marketing objectives, the organization uses several marketing tools. In the study of marketing management, four variables are identified, are well within controllable limits by the individual organization. They are popularly known as 4ps:- product, price, place and promotion.

FEATURES OF ADVERTISING

FEATURES OF ADVERTISING
1. It is a paid form of communication :Advertising appears in newspapers, magazine, TV and cinema screens because the advertising has purchased some space or times to communicate information to the perspective customer. 2. It is a non-personal presentation of the message:-

There is no face to face direct contact with the customer. That is why it is described as non-personal salesmanship. It is the non-personal form of presenting products and promoting ideas. Its complementary to personal selling. It simplifies the task of sales-force by creating awareness in the mind of the potential customers.

3. The purpose of advertising is to promote idea about the product and services of a business :-

It is directed towards increasing the sale of the products and services of the business unit.

4. Advertising is issued by an identified sponsor :Non-disclosure of the name of the sponsor in propaganda may lead to distortion, deception and manipulation. Advertising should disclose or identify the source of opinions and ideas it presents.

FUNCTION OF ADVERTISING

FUNCTION OF ADVERTISING

Advertising has become an essential marketing activity in the modern era of large-scale production and serves competition in the marketing. It performs the following function:

1. Promotion of sales :-

It promotes the sale of goods and services by informing and persuading the people to buy them. A good advertising campaign helps in winning new customer both in the national as well as in the international marketing. 2. Introduction of New product:-

It helps in the introduction of new products in the market. A business enterprise can introduce itself and its product to public through advertising. A new enterprise cant make an impact on perspective customer without the help of advertising. Advertising enables quick publicity in the market.

3. Creation of Good public Image:-

It builds up the reputation of the advertisers. Advertising enables a business firm to communicate its achievement in an effort to satisfy the customers needs. This increases the goodwill and reputation of the firm, which is necessary to fight against competition in the market.

4. Mass production:-

Advertising facilitating large-scale production. Advertising encourages production of goods in large-scale because the business firms knows that it will be able to sell on large-scale with the help of advertising. Mass

production reduces the cost of production per unit by the economical use of various factors of production.

5. Research:-

Advertising stimulates research and development activities. Advertising has become a competitive marketing activities. Every firm tries to differentiate its products from the substitutes available in the market though advertising. This compels every business firm to do more and more research to find new products and their new uses. If a firm does not engage in research and development activities, it will be out of market in the near of.

As Wright (2000) states: Advertising exists to fulfil the communication needs of every type of industry, organisation, product, brand and service. In very basic terms it is used to educate, to inform and to persuade. Breaking this down further, it can be used in all the following ways: To create awareness at the industry, corporate and brand level To inform, educate and entertain To reinforce, maintain, remind and alter opinions and attitudes To create favourable images To manipulate and persuade To induce the trial of products and services To encourage repurchase on a continuous basis To support other media., but chiefly To help sell products (Wright, 2000)

For this reason it plays a major role in the marketing of drink driving campaigns.

Costumer behaviour
The major influences on consumer behaviour and the factors that affect decisions are another important element in advertising. Consumers vary enormously in age, income, education, culture, taste, etc. Now a day with the increase in products, consumers, etc, consumer market research should form the basis of any marketing and therefore advertising campaign. The aim of this is to understand who, how, when, where and why of consumer behaviour of primary interest is how consumers respond to various marketing stimuli. A company that understands this will have enormous competitive advantage. The factors that influence decisions are cultural, social, personal and psychological. 1. Culture is one of the most influential factors and as Kotler states is the most fundamental determinant of a person's wants and behaviour" (p124) 2. Social factors also play a key part in this influence, for example reference groups, family, social roles and statuses 3. Personal factors cover the buyer's age, life cycle stage, occupation, economic circumstances, lifestyle, personality and self concept.

4. Psychological factor There are 4 major influential psychological factors: Motivation Perception - there are 3 processes: selective exposure, selective distortion, and selective retention Learning - most human behaviour is learned and peoples' learning is produced through the interplay of drives, stimuli, clues, responses and reinforcement Beliefs and attitudes - Kotler states," through acting and learning people acquire beliefs and attitudes which influence their behaviour". As we have mentioned a consumer, making a decision will be affected by four factors: personal, psychological, cultural and social. One of the psychological factors is motive. A motive is an internal energising force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. The most well known theory concerning motive is MASLOW's hierarchy of needs. This theory is based on 4 premises:

1. All humans acquire a similar set of motives through genetic endowment and social interaction 2. Some motives are more basic or critical than others 3. The more basic motives must be satisfied to a minimum level before other motives are activated.

4: As the basic motives become satisfied, more advanced motives come into play. Maslow "sought to explain why people are driven by particular needs at particular times" (Kotler, 2000). He identified five types of needs:

y y y y y

Physiological needs - hunger, thirst Safety needs - security, stability Love and Belonging needs - affiliation, affection Esteem needs - prestige, achievement Self Actualisation - self-fulfilment, full use of talents

It is necessary to determine what level of the hierarchy the consumers are at in order to determine what motivates them.Physiological and safety needs are the most basic needs.A person will seek to satisfy these first and then move onto the next level of importance.Once these are satisfied, the need for power, affiliation and achievement becomes important.This becomes a motivating force when a person wants to feel as though they belong to the right group, and have achieved something.

CHAPTER 3 Corporate Social Responsibility and Social Marketing

In Delhi, on average 600 people are killed or seriously injured each year in drink drive accidents. Any alcohol, even a small drink, will make you a worse driver. You don't judge speed and distance so well. You don't react so fast. The only safe way is not to drink if you are driving. And never offer a drink to someone else who is. Could you live with yourself if you killed someone or maimed them for life? You don't need to mix drinking and driving This is the message from one of the UK Drink Driving campaigns and shows the role of social marketing. This research has been undertaken in journals and on-line journals. The aim is to examine research that has been undertaken into the effectiveness of drink driving advertising campaigns.

Mass media advertising

Mass media advertising is an important component of the drink-driving counter measure programme. Advertising can do some things better than others. On its own it does not appear to be an efficient tool for quick behavioural or attitudinal change, nor is it usually an appropriate way of communicating complex issues. (Span and Saffron). Advertising can increase awareness of a problem. Advertising used to reinforce a message about a particular issue is known as social marketing and aims to play on peoples sense of guilt and their emotions.

Corporate Social Responsibility

In the age of globalization, corporations and business enterprises are no longer confined to the traditional boundaries of the nation-state. One of the key characteristics of globalization is the spread of the market and the change in the mode of production. The centralized mode of production has given way to a highly decentralized mode of production spread across the world. In the last 20 years, multinational corporations have played a key role in defining markets and influencing the behavior of a large number of consumers. The rules of corporate governance have changed too. And there has been a range of reactions to this change. On the one hand globalization and liberalization have provided a great opportunity for corporations to be globally competitive by expanding their production-base and market share. On the other hand, the same situation poses a great challenge to the sustainability and viability of such mega-businesses, particularly in the context of the emerging discontent against multinational corporations in different parts of the world. Laborers, marginalized consumers, environmental activists and

social activists have protested against the unprecedented predominance of multinational corporations. The ongoing revolution in communication technology and the effectiveness of knowledge-based economies has created a new model of business and corporate governance. A growing awareness about the need for ecological sustainability and the New Economy framework, with an unprecedented stress on communication and image merchandising, have paved the way for a new generation of business leaders concerned about the responses of the community and the sustainability of the environment. It is in this context that we need to understand the new trends in corporate social responsibility.

There

are

three

emerging

perspectives

that

inform corporate

social

responsibility: First, a business perspective that recognizes the importance of 'reputation capital' for capturing and sustaining markets. Seen thus, corporate social responsibility is basically a new business strategy to reduce investment risks and maximize profits by taking all the key stake-holders into confidence. The proponents of this perspective often include corporate social responsibility in their advertising and social marketing initiatives. The second is an eco-social perspective. The proponents of this perspective are the new generation of corporations and the new-economy entrepreneurs who created a tremendous amount of wealth in a relatively short span of time. They recognize the fact that social and environmental stability and sustainability are two important

prerequisites for the sustainability of the market in the long run. They also recognize the fact that increasing poverty can lead to social and political instability. Such sociopolitical instability can, in turn, be detrimental to business, which operates from a variety of socio-political and cultural backgrounds.

Seen from the eco-social perspective, corporate social responsibility is both a value and a strategy to ensuring the sustainability of business. It is a value because it stresses the fact that business and markets are essentially aimed at the well-being of society. It is a strategy because it helps to reduce social tensions and facilitate markets. For the new generation of corporate leaders, optimization of profits is the key, rather than the maximization of profit. Hence there is a shift from accountability to shareholders to accountability to stakeholders (including employees, consumers and affected communities). There is a growing realization that long-term business success can only be achieved by companies that recognize that the economy is an "open subsystem of the earth's ecosystem, which is finite, non-growing and materially closed". (Herman E Daily in 'Sustainable Growth) No thank you' in The Case of the Global Economy, (Eds.) Jerry Mander, Edward Goldsmith; Sierra Book Club, 1996) There is a third and growing perspective that shapes the new principles and practice of corporate social responsibility. This is a rights-based perspective on corporate responsibility. This perspective stresses that consumers, employees, affected communities and shareholders have a right to know about corporations and their business. Corporations are private initiatives, true, but increasingly they are becoming public institutions whose survival depends on the consumers who buy their products

and shareholders who invest in their stocks. This perspective stresses accountability, transparency and social and environmental investment as the key aspects of corporate social responsibility. WHY NOW? The primary drive for ethical business and corporate social responsibility came from the USA and Europe in the '80s and '90s, from campaigns run by pressure groups such as Greenpeace and Friends of the Earth. Consumer boycotts, direct action, shareholder action, ethical shopping guides, ethical product labeling schemes, media campaigns and ethical competitors became increasingly effective in changing corporate perspectives. The mid-'90s were the watershed years for the new consciousness in international corporate polity. This was the time when two prominent MNCs were compelled by 'ethical market forces' to re-orient their business attitudes. In 1995, Shell dumped its Brent Spar oil platform in the North Sea. Public agitation in Europe was so intense that in Germany sales fell by 70 per cent within a fortnight. Similarly, Nike, the shoe and apparel giant, ran aground thanks to a campaign against child labour and worker exploitation in many of the 700 factories across 40 countries where Nike worked with subcontractors. That prompted the company to set up a full-scale team under a Vice President, Corporate Responsibility in 1997. In the early-'90s, Greenpeace commissioned a unit in eastern Germany to manufacture a CFC-free refrigerator. Within six months, mainstream manufacturers in Germany were manufacturing identical fridges.

It was in the post-war period that the character and nature of business began to change in the western world, with proprietary firms taking on corporate structures. By 1998, there were 45 registered MNCs and the income of the top 10 MNCs was higher than the GDP of over 50 countries. In the changing political paradigm, the market has begun to play a crucial role in shaping the priorities and inclinations of the State and society. There was a subtle shift from a State-centred polity to a market-centred polity. In such a polity, fluctuations in the market influence State policies, and it is markets that increasingly define a State's boundaries of financial and social activity, particularly through the World Trade Organization and powerful individual cartels and stock exchanges. A State's national economy is increasingly dependent on the financial capital market and the consumer market. But we are now on the threshold of the second phase of the globalize economy. Other value additions have intervened in the world market. An opinion poll conducted on behalf of CSR Europe concluded that: Over half of those surveyed felt that businesses do not pay enough attention to their social responsibilities. Over one-quarter said that they had engaged in activities in the previous six months that either introduced ethics into actual consumer purchase decisions or else made such views known by other means. A recent survey showed that 86 per cent of about 4,000 people aged 15 or older in Europe, expressed a preference for purchasing a product from a company 'engaged in activities to improve society' (Fleishman Hillard, 'Consumers Demand Companies

with a Conscience', London). In the UK, the Co-operative Bank report on ethical consumerism recently found that consumers expect more, as citizens, from business corporations. In the US, the San Francisco-based Business for Social Responsibility has been working since 1992 to help companies sustain their commercial success 'in ways that demonstrate respect for ethical values, people, communities and the environment' and it already has 1,400 member companies, including American Express, AT&T, Dupont, Ford, General Motors, Johnson and Johnson and Levi Strauss. "Even Wall Street has responded to this trend, with the Dow Jones launching a Sustainability Group Index (in October 1999). The SGI rates companies for their success in managing economic, environmental and social factors." (Rajni Bakshi, 'Corporate Angels', The Hindu) The earlier mantra of 'maximising the medium-term earnings per share' has come under pressure from a wide range of stakeholders-employees, customers and general public affected in any way by the company's functioning. For instance, in 1999 the share price of Monsanto, the American biotechnology MNC, nose-dived due to public protests about its genetically modified products. Since the corporate sector now controls so much of the earth's resources and because it intervenes in so many areas of social life, corporate entities must balance their right to grow with their responsibilities to society and to the environment. Because the financial capital market and business corporations are created by society and must, therefore, serve it , not merely profit from it.

Example Surf Excels Quick Wash low-foam variant has been launched all

over India, Some states struggle to maintain their water supplies in summers. Low-foam implied that less water was needed vis-a-vis other detergents without compromising on stain removal.
Based on the insight that an average family uses four buckets of water for rinsing, the brands core proposition was an 'opportunity for consumers to save two buckets of water everyday'. This would have two benefits, one to the environment and the other in terms of cost savings.

A lady walks out with two buckets of water. MVO: "Mrs. Sharma." Another man repeats the same. MVO: "Mr. Kulkarni." Jingle: " Do bucket Jingle: "Do bucket pani ab rozana hai bachaana." pani ab rozana hai bachaana."

He is followed by another gentleman. MVO: "Mr. Mehta." Jingle: " Do Two girls on a scooty get two buckets. MVO: "Miss Rupali." Jingle: " Do bucket pani ab rozana hai bachaana." bucket pani ab rozana hai bachaana...

...hai, bachaana hai, bachaana." Next shot shows hordes of people Shabana Azmi informs the public, "Agar apke pass Surf Excel Quick gathering together with two buckets of water. Wash hai to aap bhi rozana do bucket pani bachaa...

...sakte hain. Zara sochiye sare Hindustan mein kitna pani bachaga ....

...Anya powderon se alag Surf Excel Quick Wash mein hai kam jhaag vala...

...formula. Ab daag bhi jayega, do bucket pani bhi bachega."

MVO: "Surf Excel Quick Wash."

Social Marketing
Social Marketing is a planned process for influencing change. Social Marketing is a modified term of conventional Product and Service Marketing. With its components of marketing and consumer research, advertising and promotion (including positioning, segmentation, creative strategy, message design and testing, media strategy and planning, and effective tracking), Social Marketing can play a central role in topics like health, environment, and other important issues. In its most general sense, Social Marketing is a new way of thinking about some very old human endeavours. As long as there have been social systems, there have been attempts to inform, persuade, influence, motivate, to gain acceptance for new adherents to certain sets of ideas, to promote causes and to win over particular groups, to reinforce behaviour or to change it -- whether by favour, argument or force. Social Marketing has deep roots in religion, in politics, in education, and even, to a degree, in military strategy. It also has intellectual roots in disciplines such as psychology, sociology, political science, communication theory and anthropology. Its practical roots stem from disciplines such as advertising, public relations and market research, as well as to the work and experience of social activists, advocacy groups and community organizers. As Kotler points out in his book Social Marketing Strategies for Changing Public Behaviour, campaigns for social change are not a new phenomenon. They have been waged from time immemorial. In Ancient Greece and Rome, campaigns were launched to free slaves.

In England during the Industrial Revolution, campaigns were mounted to abolish debtor prisons, grant voting rights to women, and to do away with child labour. Notable social reform campaigns in nineteenth-century America included the

abolition; temperance, prohibition and suffragette movements, as well as a consumer movement to have governments regulate the quality of foods and drugs.

In recent times, campaigns have been launched in areas such as health promotion (e.g., anti-smoking, safety, drug abuse, drinking and driving, AIDS, nutrition, physical fitness, immunization, breast cancer screening, mental health, breast feeding, family planning), environment (e.g., safer water, clean air, energy conservation, preservation of national parks and forests), education (e.g., literacy, stay in school), economy (e.g., boost job skills and training, attract investors, revitalize older cities), and other issues like family violence, human rights, and racism. Social Marketing combines the best elements of the traditional approaches to social change in an integrated planning and action framework, and utilizes advances in communication technology and marketing skills. It uses marketing techniques to generate

discussion and promote information, attitudes, values and behaviours. By doing so, it helps to create a climate conducive to social and behavioural change.

Communications
A research study carried out in New Zealand in this area involved a replication of a three by two factorial experimental design used to test several hypotheses. Sensation seeking, a measured independent variable, was included. Approximately 300 6th and 7th form high school students (aged 16-18) were randomly assigned to six treatment conditions. Subjects were given a bookl et containing a road safety print advertisement, the sensation seeking scale (a measured independent variable), and the dependent measures. (source: http://www.anzmac99.unsw.edu.au) Two types of road safety advertising messages (picture with copy) were developed. One type presented a physical threat and the other a social threat. There were also three levels of threat. Therefore, six road safety advertisements were used in the study: high physical threat, medium physical threat, low physical threat, high social threat, medium social threat, low social threat. The picture of the stimulus was manipulated to vary type of threat, while the copy was manipulated to vary level of threat. Pre-testing was carried out to ensure that the stimulus was appropriate for the subject of drink driving and New Zealand audience, and that the level and type of threat manipulations were significantly different. The dependent measures included: emotional response, cognitive response, attitude towards the advertisement, attitude towards drink driving, and behavioral intention to drink and drive. The manipulated independent variables included: the type of threat presented in the road safety advertisement (social or physical), and the intensity of threat presented (high, medium, low).Subjects were asked to look at the advertisement for one minute. They then completed an emotional response task. Next they were given two and a half minutes to list their thoughts about the advertisement (cognitive

response task). The subjects then completed their experiment booklets. ANOVA analysis was used to explore differences between groups. This study concluded that social threats in anti-drink driving advertising did not prove to be more persuasive than physical threat communications, as far as a large sample of New Zealand teenagers was concerned. Further, physical threats elicited significantly more positive attitudes towards the communication. These findings do not support the Schoenbachler and Whittler (1996) study of anti-drug communications. The Ordered Protection Motivation model has been Suggested as a base for social threat effectiveness theory development. The results of this study also suggest that the social implications of drinking and driving do not appear to influence teenagers' attitudes towards drinking and driving or their intentions to drink and drive any more than the physical consequences. This finding somewhat complements that of King and Reid (1990) who found that the type of threat (physical versus threat to self or others) did not produce any differences in fear arousal or persuasability of young drivers exposed to anti-drink driving public service announcements. One possible explanation for the conflicting findings between this study and that of Schoenbachler and Whittler (1996) may be the topic researched - drink driving vs. drugs. The social price of drink driving may be very different to drug use. While the perceived risks of drug use may relate more to social and psychological risks (i.e. peer acceptance of the activity), drink driving may hold other types of risk. For example, a study by Shore and Gray (1997) found that the main reasons why New Zealand adolescents did not drink and drive was related more to fears of financial and legal consequences (e.g. being caught by the police, getting fined, losing ones license) than to road safety concerns raised in public service advertisements. The implications of this research are that it appears graphic anti-drink

driving ads showing physical threats (rather than the social threats) may still be the best way to influence teenagers. (Source: Shore, 1999)

Conclusion
Social marketing techniques are used in drink driving advertising campaigns. Much research seems to have been undertaken as to its effectiveness. The research studies in this area that have been highlighted will offer some insight in the area and provide some useful information for the project. There are numerous other studies and articles on the issue of social marketing. What is sure is that even if these types of advertisements alone cannot influence this type of behaviour, they probably do have some impact, and work with other tactics to reduce this type of behaviour. It is often reported that following a drink driving advertising campaign, the number of drink drivers caught reduces. Without doubt it makes an impact, and hopefully at the least makes people think. (See appendix for statistics and copies of campaign posters)

CHAPTER 4
Research Methodology
Research methodology
In order to see the ways in which advertising influences consumer behaviour and ultimately the effect on their action decisions, the normal procedure is to conduct some market research. This will hopefully enable us to measure the impact of advertising. Choosing appropriate research methods and techniques is vital to the success of a dissertation. To this end it is quite usual for a single study to combine quantitative and qualitative methods and to use primary and secondary data (Saunders et al, 1997), as will be the case here.

 Secondary Research
The dissertation started with secondary or desk research which is the research that generates data that have been produced and structured by someone else (Preece 1994). This involves information that already exists somewhere, such as in studies already undertaken on this area as well as published books, articles in journals, articles on the internet and other sources. Secondary research aims to provide the necessary theoretical background or in other words the conceptual framework, which will be the basis for the implementation of the aim and objectives of the study. A fundamental aspect of appropriately designed and executed research is that it is developed from a sound knowledge and understanding of the subject area, so research should start with the gathering, review and critical appraisal of existing information in the subject area. Secondary Research

is the easiest and least expensive type of research, but needs to be done thoroughly. Therefore a major element of the time to be spent on this dissertation will involve locating and gathering information from reliable sources. It is important to use a wide variety of material, in order to have a comprehensive background to the subject, as well as a good understanding of all the issues involved which are of relevance to this subject. However in order to be able to make some recommendations and to reach some conclusions over the validity of previous research, the collection of primary data is important. This will be achieved through a questionnaire survey of a sample of people to try to ascertain their reactions and attitudes to advertising. The survey will be constructed following a comprehensive study of secondary material available.

 Primary Research
Primary research includes the collection of data which are non-published or written in any form. Preece (1994) highlights that the essence of a primary source of information is that it involves the researcher in direct experience and observation with the real world. As Preece states primary data (field research) refers to original data that has been generated through primary data collection (experimentation, observation or questionnaires) (1994)

The terms quantitative and qualitative are the so-called approaches to research (Punch 1998). Quantitative research is widely accepted as the approach which

employs data in the form of numbers whereas qualitative research refers to data which are not in the forms of numbers (Punch 1998, p4). The same author argues that

quantitative research is more structured, compared with the qualitative approach, based on the fact that the first employs structured research questions, conceptual frameworks and designs. Preece (1994) recognises this basic distinction between those two approaches and relates qualitative approach with words and quantitative with numbers (p 177). It is his belief that the quantitative approach can be found in studies in which the data can be analysed in terms of numbers while qualitative research is more keen on describing peoples attitudes, opinions and various situations without the use of data (p.60). Quantitative research will provide us with statistical information from the responses to the questionnaires, through which it will hopefully be possible to establish a correlation between the variables of the study.

Qualitative research provides definitive scientific information regarding the opinions and behaviours of the subjects in the research study. Qualitative research is used to achieve a variety of objectives.

y y y y y

Obtain helpful background information Identify attitudes, opinions and behaviour shared by a target group Prioritise variables for further study Fully define problems Provide direction for the development of questionnaires

Primary research includes the collection of data which are non-published or written in any form. Preece (1994) highlights that the essence of a primary source of information is that it involves the researcher in direct experience and observation with the real world (p.80). Taking from Preeces words, primary data (field research)

refers to original data that has been generated through primary data collection

(experimentation, observation or questionnaires). This dissertation will employ a survey in the form of a questionnaire. Both approaches are classified as valid and useful according to Blaxte Hugh and r, Tight (1996), and in a variety of cases, it is not rare that for one investigation could use both of them. Although questionnaires are considered to be research tools of an enhanced quantitative nature, and interviews and observations as qualitative research tools, this is not always the case. Questionnaires can also include qualitative data (for example attitudes and opinions) whereas interviews can be structured and analysed in a quantitative approach (Blaxter, Hugh and Tight p.61). Thus, there is no clear distinction between those two approaches, especially when referring to the design of the research tools and data analysis. There are various ways to undertake the gathering of primary data, including conducting surveys to create market data or using other research instruments such as questionnaires, focus groups, interviews, etc. noting first-hand observations. The following list gives an indication of the use of various approaches: -Personal Interviews Conducted on a one-on-one basis Uses an unstructured survey Uses open-ended questions Extensive probing questions Usually recorded on audio tape Interview typically lasts one hour Usually no more than 50 persons are interviewed -Focus Groups Groups of 8-12 people

Led by a moderator who follows a script Groups are audio or video recorded Meetings last from 1-2 hours Minimum of two groups scheduled per target market Group dynamics factor in data collection Quantitative research creates statistically valid market information. Some common uses for quantitative research include:
y y y y

Substantiate a hypothesis or prove a theory Minimise risk Obtain reliable samples for projecting trends Personal, telephone and mail surveys are the most common quantitative techniques.

Personal Surveys Advantages Disadvantages

Interviewer can observe reactions, Costly probe and clarify answers Time consuming

Technique usually nets a high May contain interviewer biases percentage of completed surveys Flexibility with location and time for gathering information Interviewer can use visual displays Allows for good sampling control

Telephone Surveys Advantages Fast Lower cost than personal surveys Small response bias Disadvantages Survey length is limited. Difficult to reach busy people. Difficult to discuss certain topics.

Wide geographic reach compared to Can be expensive compared to mail personal surveys surveys.

Mail Surveys

Advantages Wide distribution and low cost Interviewer bias is eliminated Anonymity of respondents Respondent can answer at leisure

Disadvantages Accurate available. Response is not of necessarily the target lists are not always

representative population.

Limited to length of survey. Not timely. Clarifying and probing of answers is not possible. Question order bias. Unable to guarantee a specific total sample.

Limitations
One of the most important issues is to be aware of the limitations of any particular method and the effect on the overall project. There is always room for improvements in research projects of this kind. The issues of limited time, access and money are crucial, as the period of this dissertations design, implementation and final writing-up is also limited. Thus, useful outcomes and lessons can be learned from such an effort, such as the importance of learning how to utilise research and face difficulties during the undertaking of the primary research, collecting and analysing data as well as to work to specific deadlines while coping with large amounts of data. Data collection

Secondary Research Activities In this study this has included a variety of published information, such as books, journals and reports as well as other forms of published material, including academic journals and periodicals, reports from the industry and market surveys.

Primary Research Activities In this project, primary data will be collected using a survey to examine the attitudes and reactions to certain advertisements. This will be undertaken using a questionnaire. This will be undertaken to provide some original data for the project Each methodology uses "sampling" which allows the researcher to reach conclusions about a population within a certain degree of accuracy without having to survey everyone. It is not necessary to have a large sample size. Given the nature of the project the issue of sampling for the questionnaire is a little more straightforward than for some areas. The sample will be taken from the adult population, and t he

questionnaire will aim to gather reactions to advertisements and statements about such advertisements as the drink driving campaigns.

Questionnaires in general are an effective tool of collecting information quickly and cheaply. The questionnaire will comprise a series of questions for each advertisement. The questions will be set out in a before and after way, so that it will be possible to measure the influence of looking at the advert on responses.. The questionnaire will mainly include dichotomous (yes, no or don't know) questions and multiple choice questions. These are by far the easiest to analyse. There may be some requirement for open ended questions, but until advertisements are identified it is not possible to predict this. These answers would however be hard to analyse although they would probably give some very useful information.

The analysis will be made of the responses, coding responses that are not simple yes/no answers. If open ended questions are used, then careful analysis of the responses will have to be made to see if there are any common themes, and from these conclusions can be drawn. Responses to questions will be collated and evaluated. The resulting table of figures will need careful analysis, possibly using a spreadsheet such as Excel or Lotus. Within the questionnaire there will be some questions that basically ask the same thing but from different angles, to enable accurate checking of the responses for consistency. The aim is to see the influence of advertising as well as the respondent's opinion as to whether he/she could be influenced by advertising. Then there will be a comparison of reactions to the advertisements as well as personal beliefs about the ability of advertising to influence behaviour. This should provide some interesting results.

The advantage of using questionnaire in a personal interview situation is that it is possible to get more reliable answers. The disadvantages are the cost, which is usually higher for this type of research, the time involved and the occasional occurrence of interviewer bias. In addition there are sometimes problems gaining the co-operation of those we want to interview. Overall however it is the best method to use.

Research design
Jankowicz (1995) defines the design of a research as the deliberately arrangement of conditions for analysis and collection of data in a manner that aims to combine relevance to the research purpose with economy of procedure (p.153). He is going on to explain why the design of a research work is essential and also why different research approaches require different types of data collection and gathering. The same author also states that design is appropriate in order that the data will be:

1. of a relevant nature to the thesis or to the argument (rese arch questions or hypotheses); 2. reliable and valid so that will consist an adequate test for the thesis; 3. accurate so that will establish causality, especially in situations where the research has to go beyond description to explain what is happening in the real world; 4. capable to provide findings that could be generally applied to a range of situations and cases (p. 153)

Sampling
Sampling is defined by Jankowicz (1995) as the deliberate choice of a number of people, the sample, who are going to provide the research with the necessary data from which conclusions are to be drawn. Those conclusions will be valid for a larger group of people, the population, which is represented by the sample (p.155). In other words, it is impossible for any kind of research to gather data from everyone who falls in the specific category which is being researched (Denscombe 1998). Therefore, sample is called the selection of people from the whole population (Robson 1993).

This study
In this project, data will be gathered by personal surveys using questionnaires on a one to one basis. Questionnaires in general are an effective tool of collecting information quickly and cheaply. Advertisements from drink driving campaigns will be used to gain reactions. The sample of the population for the questionnaire will comprise students from the university, Selected at random. The sample size was planned to be 50 people, but the final sample was 30. Initially the questionnaire was piloted to a sample group of 10 in order to verify whether the questionnaire works in the way in which it is intended or if the questions require some adjustment. The questionnaire comprised a series of questions for each advertisement, as well as some general statements, as planned. The questions were set out in a before and after way, so that it will be possible to measure the influence of looking at the advert on responses. The questionnaire mainly included dichotomous (yes, no or don't

know) questions and multiple choice questions. These are by far the easiest to analyse.

Analysis
The analysis will be made of the responses, coding responses that are not simple yes/no answers. Responses to questions will be collated and evaluated. The resulting table of figures will need careful analysis, which will then be translated into statistical representational graphs and charts. Within the questionnaire there will be some questions that basically ask the same thing but from different angles, to enable accurate checking of the responses for consistency. The aim is to see the influence of advertising as well as the respondent's opinion as to whether he/she could be influenced by advertising. Then there will be a comparison of reactions to the advertisements as well as personal beliefs about the ability of advertising to influence behaviour. This should provide some interesting results. The advantage of using questionnaire in a personal interview situation is that it is possible to get more reliable answers. The disadvantages are the cost, which is usually higher for this type of research, the time involved and the occasional occurrence of interviewer bias. In addition there are sometimes problems gaining the co-operation of those we want to interview. Overall however it is the best method to use.

The questionnaire
Please answer the following questions: 1: Driving over the alcohol limit is a hideous crime that deserves severe punishment a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree 2: Obesity is disgusting and grossly obese people should be ashamed a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree 3: It is a primary responsibility of every citizen to donate as much money to charity as they possibly can a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree

4: Destitute people living in the Third World are the innocent victims of exploitation by rich Western countries

a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree 5: The international arms trade is a crime against humanity that should be prohibited immediately a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree For each advertisement ask the following: Rank the following answers on a scale of 1-5, where 1 is very much and 5 is not at all 6: When you see this advertisement do you feel: a. To blame b. Guilty c. Apologetic d. Regretful e. Liable f. Ashamed g. Self conscious

h. Angry i. Inadequate

j. Disgusted k. Embarrassed Rank the following answers on a scale of 1-5, where 1 is very much and 5 is not at all 7: Did this advertisement make you want to a. Learn more about this subject b. Want to avoid being in this situation c. Want to help those in this situatio d. Promise never to drink and drive 8: What is your overall reaction to this advertisement? a. Very favourable b. Favourable c. Neither favourable nor unfavourable d. Unfavourable e. Very unfavourable

9: Do you think that this advertisement got the message across a. Yes b. No

Rank the following answers on a scale of 1-5, where 1 is very much and 5 is not at all

10: Did you find this advertisement a. Believable b. Impressive c. Interesting d. Unethical Finally we need some personal data 11. Are you: a. Male b. Female 12. What is your age? a. 18-24 b. 35-44 c. 55-64 d. 25-34 e. 45-54 f. 65 or over

13. What is the highest level of formal education you have completed to date? (Please tick only one.) a. School b. Graduation c. B.E. d. MBA

14: What is your occupation? ......................................................

15: Which group describes your annual income? a. Rs 0- Rs 36000 b. Rs 36000-100000 c. Rs 100000 Rs 1000000
d.

Rs 1000000 and above

16: Overall do you feel that advertising has a role to play in this type of area?

a. Yes b. No

Thank you for taking part in this questionnaire

CHAPTER 5
Research Findings and Discussion
The focus of this project has been to look at the issue of advertising and consumer behaviour, with particular emphasis on how consumers react to advertising. With this in mind the questionnaire followed the lines of research undertaken by Bennett. Subjects were asked to give their reactions to a number of statements to identify their pre-existing attitudes (as Bennett) and then look at a series of advertisements and give their reactions to these. The advertisements are 2 drink driving advertisements. Our target audience was the general public. The sample size was 30. This sample was made up of equal number of men and women, aged between 18 and 54. The group was predominantly Greek; as it was felt that this might lead to some interesting responses as drink driving is a big issue in Greece. The first section of the questionnaire dealt with statements in order to get an idea of the respondents attitudes, as this has been shown to influence reaction to advertisements.

1. Is advertising a medium for providing the information about a product?

A. Yes -97%

B. No-2%

C. Can t say-1%

2%

1%

Yes No
Can't say

97%

INTERPRETATION:According to the above pie chart 97% people says that advertising is the medium for providing information, 2% people says advertising is not the medium of information and 1% people didn t said anything.

2. Is advertising plays a crucial role for society? A. Yes -80% B. No-15% C. Can t say-5%

5%

15%

Yes No Can't say

80%

INTERPRETATION:According to the above chart 80% of the people says yes , 15% people says no and 5% people can t say anything about it.

3. Is there an impact of caption/tagline of a product on your buying pattern? A. Yes -60% B.No-25% C. Can t say- 15%

15%

Yes

25%

60%

No

INTERPRETATION:According to the above chart 60% people says that tagline makes an impact on the buying pattern of the customer, 25% people says no and 15% people can t say anything.

an't say

4. Do you purchase the product followed by advertised information? A. Yes -75% B. No-10% C.Can t say 15%

15%

10%
Yes

No Can't say 75%

INTERPRETATION:-

According to the above chart 75% people says yes , 10% people says no and 15% people can t say anything about it.

5. Is there impact of brand ambassador of a product is influential on your buying behavior? A. Yes -60% B. No- 35% C. Can t say-5%

5%

35%

YES

NO 60% CAN'T SAY

INTERPRETATION:-

According to the above piechart 60% people says that brand ambassadors influence the customer , 35% people says it don t have any impact and 5% people can t say anything

6. Do you want certain product just to get a firsthand experience of them? A. Yes 60% B. No- 25% C. Can t say 15%

15%

Yes 25% 60% No Can't say

INTERPRETATION:-

According to the above chart 60% people says yes that they have firsthand experience, 25% people says No firsthand experience and 15% people can t say anything.

7. Advertising should containA. Qualitative characteristics C . Quantitative factors

5%
15%

B. Quality as well as social factors D. Other

10%

Qualitative characterstics quality as well as social factors Qua titative factors

others

70%

INTERPRETATION:-

According to the above pie chart 15% people says that advertising should contain qualitative characteristics, 70% people says that it should contain quality as well as social factors , 10% people says that advertising should contain quantitative factors , and 5% people says it shouldContain other factors.

8. What type of advertising do you want? A. Believable & ethical 50% C . Interesting 12% B. Impressive 35% D. unethical 3%

3 12

50

u e thical

35

INTERPRETATION:-

According to this pie chart customer like to advertising Believable & ethical 60%,Impressive 35%,Interesting 12% and they like to see the advertising Unethical 3% .

Believable & ethical impressive

i teresti g

9. After watching advertising , can you say that there is curiosity in the mind of customer? A. Yes -70% B. No-15% C. Can t say- 15%

15%

15%

Yes
No Can't say 70%

INTERPRETATION According to this pie chart they have curiosity in the mind of customer says Yes70%,says no 15% and 15% can t says anything .

10. What type of effect does repetitive advertising create on your mind? A. Positive-75% B. Negative-10% C. Neutral-15%

15%

10% Positive egative eutral

75%

INTERPRATION :According to this pie chart repetitive advertising create positive image in the mind says 75%, 10% says negative impact in the mind and 15% says natural .

11. In today scenario do you feel comfortable watching an advertising with your family Members?

A. Yes 50%

B. No 30%

C. Can t say 20%

20

INTERPRATION:-

According to this pie chart in today scenario consumer feel comfortable

advertising with your family says yes 50%, not comfortable says 30% and 20% says nothing

30

Yes 50 No
Can't say

watching a

CONCLUSIONS

Targeting the correct market and promotional techniques are of great importance in all areas of marketing and advertising. In this area it is often hard to determine who the target market is, and statistics on drink driving offences can be used here. Once decided this will help formulate the advertisement. Often these types of advertisements are targeted at young men. This is known as concentrated marketing, as there is only one segment involved. Usually factors in deciding which segments to target include "company resources, product and market homogeneity, product lifecycle stage and competitive marketing strategies" (Kotler, 1984). The level of incentive offered to each consumer is determined by how great or small a burden the consumer perceives is associated with viewing-or acceptingthe advertisement. This is called the "acceptance burden"-a subjective value held by the consumer that is difficult to measure owing to the large number of variables involved. Such variables may include the category of the advertised product, the timing of the advertisement, the celebrities featured in the advertisement, and the actions required of the viewer. For example, even in the case of viewing a long advertisement, depending on the particular consumer, some advertisements may be perceived as having a small acceptance burden. Furthermore, where the advertising comprises information that the consumer wants at a time when they want it, the acceptance burden for that consumer would-in this case-be zero. In such a scenario, it is possible that the incentive offered might also be zero. In other words, the advertising acceptance incentive (equal to the acceptance burden) is based on the concept of a reverse auction in which each consumer makes his or her final decision.

For the advertiser, by using the offer-incentive advertisement system, it becomes possible to offer an appropriate level of incentive to each consumer. This means the advertiser can use a diverse range of advertising communications, encompassing both small and large acceptance burdens.

FINDINGS

1. Through this study I found out that advertising have a major impact on the consumer buying behavior.

2. I found out that an organization should keep in mind all the social responsibilities while making an advertisement.

3. Taglines and the use of Brand ambassadors are very important in today s advertisements because consumer give more emphasis on those products which are endorsed by stars. 4. Through this study I came to find out that advertising should be believable & ethical. 5. I found out that repetitive advertising creates a positive effect on the mind of the customer and the customer respond toward the repetitive advertising of the product. 6. I found out that in today s scenario majority of the people feel Comfortable to watch advertisements with the family members.

Bibliography

Aaker, D. A. and Biel, A. L. (eds) (1993), Brand equity and advertising, New Jersey: Lawrence Erlbaum Associates Inc.

Ambler, T., (2000), Persuasion, pride and prejudice: how ads work, International Journal of Advertising, 19, pp 299-315

Bennett, R., (1998), Shame, guilt and responses to non-profit and public sector ads,

 

International Journal of Advertising, 17, pp483-499 Blaxter, L., Hughes, C. and Tight, M. (1996), How to research, Buckingham: Open

Hart, N.H., (1985), The Practice Of Advertising, 3rd Edition, Butterworth Heinemann

Hawkins, D., Best, R. & Coney, K., (1998), Consumer Behaviour, Building Marketing Strategy, 7th edition, McGraw-Hill

 

Kotler, P., (2000), Marketing Management, Prentice Hall Mehta, A., (2000), Advertising Attitudes and Advertising Effectiveness, Journal of Advertising Research, 40, 67-72

Solomon, M. (1994), Consumer Behaviour, 2nd edition, Boston: Allyn and Baco

Internet Sites

Shore, S., (1999), New Zealand study of the effectiveness of drink driving publicity, http://www.anzmac99.unsw.edu.au/anzmacfiles/S/Shore.pdf

Span, D & Saffron, D., The Development of Drink-Driving Mass Media Advertising: The Role of Research, http://www.raru.adelaide.edu.au/T95/paper/s19p1.html

http://www.hcsc.gc.ca/hppb/socialmarketing/publications/smbib98/overview.htm, OVERVIEW OF SOCIAL MARKETING AN

    

BBC Website Drink Driving Campaign http://newssearch.bbc.co.uk/low/english/uk/newsid_226000/226167.stm http://newswww.bbc.net.uk/hi/english/uk/newsid_544000/544544.stm http://newswww.bbc.net.uk/hi/english/uk/newsid_544000/544544.stm http://www.detr.gov.uk/campaigns/index.htm -Department of the Environment , Transport and the Regions, 2001

http://www.detr.gov.uk/campaigns/mddc99/1.htm Environment, Transport and the Regions

Department

of

the

Millennium Drink Drive 1999

http://www.detr.gov.uk/campaigns/mddc99/3.htm, Environment,

Department

of

the

Transport and the Regions, Millennium Drink Drive 1999, DRINKING AND DRIVING STATISTICS - FACT SHEET  http://www.detr.gov.uk/campaigns/ddc97/poster.htm Environment, Transport and the Regions, DRINK DRIVING CAMPAIGN 1997, Have None for the Road  http://www.hcsc.gc.ca/hppb/socialmarketing/publications/smbib98/overview.htm, AN OVERVIEW OF SOCIAL MARKETING  http://www.itn.co.uk/specials/Jan2001/0109/0109drinkdrive.shtml, time on the drink drivers  http://www.itn.co.uk/news/20010109/britain/01drinkdrive.shtml , over drink-drive figures  http://www.detr.gov.uk/campaigns/mddc99/4.htm, Department of the Environment, Transport and the Regions, Millennium Drink Drive 1999, Dying for a Drink?   http://www.detr.gov.uk/campaigns/mddc99/images/poster1.jpg http://www.detr.gov.uk/campaigns/mddc99/images/poster2.jpg Dismay Calling Department of the

Appendix THE INFLUENCE OF ADVERTISING ON CONSUMER BEHAVIOUR

The focus of this project is to look at the issue of advertising and consumer behaviour, with particular emphasis on how consumers react to advertising. With this in mind the questionnaire will follow the lines of research undertaken by Bennett. We will ask the subjects to give their reactions to a number of statements to identify their pre-existing attitudes and then look at a series of advertisements and give their reactions to these. The advertisements will include drink driving advertisements as well as 2 other shame/guilt inducing advertisements. Our target audience will be the general public. Introduce the questionnaire explaining its objective, which is to find out reaction to advertising that carries a social message. Please answer the following questions:

Questionnaire
1: Driving over the alcohol limit is a hideous crime that deserves severe punishment a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree 2: Obesity is disgusting and grossly obese people should be ashamed a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree 4: Destitute people living in the Third World are the innocent victims of exploitation by rich Western countries a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree 5: The international arms trade is a crime against humanity that should be prohibited immediately a. Totally Agree b. I agree c. I neither agree nor disagree d. I disagree e. I totally disagree

For each advertisement ask the following: Rank the following answers on a scale of 1-5, where 1 is very much and 5 is not at all 6: When you see this advertisement do you feel: a. To blame b. Guilty c. Apologetic d. Regretful e. Liable f. Ashamed g. Self conscious h. Angry i. Inadequate j. Disgusted k. Embarrassed

Rank the following answers on a scale of 1-5, where 1 is very much and 5 is not at all 7: Did this advertisement make you want to a. Learn more about this subject b. Want to avoid being in this situation c. Want to help those in this situation d. Promise never to drink and drive

8: What is your overall reaction to this advertisement a. Very favourable b. Favourable c. Neither favourable nor unfavourable d. Unfavourable e. Very unfavourable

9: Do you think that this advert got the message across a. Yes b. No

Rank the following answers on a scale of 1-5, where 1 is very and 5 is not at all 10: Did you find this advert a. Believable b. Impressive c. Interesting d. Unethical

Finally we need some personal data 11. Are you: a. ale b. Female 12. What is your age? a. 18-24 b. 35-44 c. 55-64 d. 25-34 e. 45-54 13. What is the highest level of formal education you have completed to date? (Please tick only one.) a. School b. Graduation c. B.E d. MBA 14. What is your occupation? 15. Which group describes your annual a. Rs0- 99999 b. Rs10000-199999 c. Rs200000 - 299999
d.

income

Rs300000 and above

Thank you for taking part in this questionnaire