EXECUTIVE SUMMARY

This report titled IMPACT OF TV ADVERTISEMENTS ON YOUTH is submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration of Bangalore University. This study is an attempt to understand the impact of TV advertisement on youth. It also tries to evaluate the advertising effectiveness in establishing brand Patronage among the respondents. The objective of this study is to analyze the advertising effectiveness on consumers, to analyze the different medium through which the advertisement reaches maximum number of people in the market, to analyze the strategies that the Company should adopt such that the viewers turn into consumers like youth, The survey was conducted among the college students because they are most affected by the advertisement shown on television and are the biggest viewers of television. Questionnaire were prepared and distributed to get the suggestions about the effectiveness of TV advertisement. By the survey, I came to know about that TV is the most effective media than any other media to affect the lifestyle of people. From the conclusion of this study I can come to the know what strategies can be adopted such that the TV advertisement can be made more efficient. Like the creativity factor and humor attracts more viewers. The medium of advertisement that has to hire through which we can reach maximum number of people. And TV is one of the most efficient medium. The style, word and tone that has to be used in the advertisement that attracts more number of people. The type of feeling that is created by the advertisement and the strategies to adopt that attract the people toward those feelings. In research project the case study approach is taken. The products were carefully hand picked after countless discussions with professionals from the advertising fraternity.

INDRODUCTION
The advertisement industry has a tremendous impact on our youth. What some people see on television, they take for truth. They tell us what to wear (because everyone is wearing it), what to eat (because everyone is eating it), what to do (because everyone is doing it). The advertisers know how to appeal to our senses. They use peer pressure very heavily. "You need to wear these tennis shoes because (add a big name sports star) is wearing them and everyone else is going to wear them. You want to be cool don't you?" They have told our youth that sex is a recreation to be shared by all because, "Everyone is doing it". You have to have a fast car that can go 120 mph even though the speed limit is set at about half that. They have confused our youth with the difference between "need" and "want. Ok, I've said my piece. Have a blessed day and turn off the TV. "Today's youth are no fools and are far more sophisticated than they were 20 years ago, when many of today's youth advertising guidelines were written", says Jerry Mc Gee who ran perhaps the largest advertising agency. Marketing to the youth is a delicate issue. Because of the combination of color, sound and action, television attracts more viewers than any other medium (with the exception of cinema). TV is perceived as a persuasive medium of communication. Moreover, the youth is treated `special' audience. Besides these, gender-focus, gender-orientation are used as advertising techniques and strategies. These factors have provided the motivation to write this research paper. Advertising industry is a rapidly growing industry and determines to a considerable extent the GDP or the gross domestic product of any country. The advertising industry besides functioning as an intermediate between the manufacturers and the customers plays an important role in the economy of the Country. This industry necessitates investment for funding different resources. One cannot measure the degree of development by interpretation of inputs in the economy which yields some production. In the event when consumption levels far exceed than what is reckoned, this is not a means of triggering or bringing about transformation in

the culture, society or development in human resources or economy. What the time demands is optimum and efficient execution of advertising projects by involving appropriate technology along scientific lines. ADVERTISING INDUSTRY-FACTS: Movies, Internet, Print Media, broadcasting constitute 0.99% in approximately 57 countries in terms of economic growth worldwide. This ratio was found to be unaltered in the years 2008through 2009. It was observed that expenses incurred on advertising in the European countries exceeded the expenses incurred by United States of America in the year 2005. Reports also suggest that the trend of growth in the advertising industry may become sluggish in 2008, the ratio being 5.6%. This ratio may drop to 5.3% in the year 2009. 2007 through 2009 will see a majority of the emerging markets whose advertising markets are likely grow as much as USD19.2 billion. On the other hand, the stake in the global advertising market may escalate from 7.9%- 10.8% during the same period. It is apprehended that the advertising industry which contributed 0.96% towards the global GDP in the year 2007, is anticipated to escalate to 0.99% in 2009.

2.1- STATEMENT OF THE PROBLEM: TV advertisements and their impact on youth. 2.2 - OBJECTIVES OF THE STUDY:
To know whether TV ads are more `liked or not liked' than any other media. To know whether TV ads influence buyer to purchase, affect their lifestyle and Increase materialism. To know the best time to put the TV ads to get the maximum reach. To infer whether TV ads are able to convey the message they are intended to. To infer whether the information given in TV ads are reliable or not. To infer whether the advertisement play an important role in buyers purchase decision of any product. To study the `impact of television advertisement on youth'.

2.3- SCOPE OF THE STUDY

The study was conducted to know impact on youth of TV advertisements. Due to time and resource constraints, this study is focused on college students. This study helps us to know what are the consumer expectations towards advertising and their subsequent consumer behavior in response to the advertisements.

RESEARCH METHODOLOGY
2.4- RESEARCH APPROACH:
The research for this study is a Descriptive Research. A Descriptive Research is a type of conclusive research, which has its major objective. As the description or something, usually market characteristics or functions. It is preplanned and structured. Under this approach a cross-sectional study is conducted in which one sample of respondents is drawn from the target population and information is obtained from this sample one. This study is based on descriptive research approach comprises the following methods;

1- Primary Data:
Primary data refers to the data gathered for a specific purpose or for a specific research project. These data gives latest information. This type of data is obtained from original sources. In this study, primary data is collected through Questionnaire Method.

2- Secondary Data:
Secondary data refers to that which is compiled by some other than the other researcher for purpose not directly related to the research. These are readily available for processing. This type of data relate to past period. The sources used for such data types are as follows: Published materials such as periodicals and books like business periodicals, marketing journals, general business and trade magazines, 4ps , pitch etc. Computerized databases such as internet databases and off-line databases (information available on diskettes and CD-ROM disks).

2.5 -TOOLS FOR DATA COLLECTION:

The approved questionnaire is the main tool used for data collection in this study. The questionnaire consists of structured and unstructured questions. The questionnaire tool is mainly used because: Both qualitative and quantitative information can be gathered. Factual survey can be done. Opinion survey in order to secure personal opinions or on a particular matter can be done effectively. This tool is administered through personal interview with the target population.

2.5- SAMPLING PLAN: 1. Sampling Unit

The sampling unit consists of college students for analyzing the advertising effectiveness on consumers.

2. Sampling Procedure
How should the respondents be chosen? The sampling technique chosen by Descriptive Random Sampling method. The study/research is a descriptive research; the main purpose of the study is description of present status of the companies services offered in market and forecast the attributes consumers expect in the service. This descriptive research includes surveys and fact-findings, enquiries of different companies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. The main objectives of the research is to study the overall outdoor advertising market in Bangalore.

Descriptive market research involves five steps: 1. Defining the problem and research objective. 2. The developing of information. 3. Collecting the information. 4. Analyzing the information. 5. Presenting the findings.

3. Sample Size
How many respondents to be surveyed: Due to time and other constraints, the size is 100 respondents. These samples of respondents are chosen randomly.

2.6- CROSS SECTIONAL STUDY:

A cross sectional study is a type of research design involving the collection of information from any given sample of population elements only once.

Ultimate consumer:
Ultimate Consumers refers to those individuals who buy goods and services for final use or consumption.

Data analysis:
The data collected are tabulated and classified as required. Statistical techniques such as frequency distribution, central tendency, percentages, etc., are used for analysis of primary data. Conclusions are drawn based on the analysis and findings of primary data.

2.7- DURATION OF THE STUDY:

The duration of the study is six weeks.

2.8- LIMITATIONS OF THE STUDY:

Due to time and resource constraints, only college students are selected for the study for making an analysis for the advertising strategies. Due to resource and time constraints, a randomly selected sample has been Chosen respondents for making an analysis of advertising effectiveness on Consumers.

INDUSTRY PROFILE
3.1- LITERATURE SURVEY:
Advertising on television was introduced in January 1976 in our country. Most of there search is what is aptly termed, `Market Research'. The primary objective of market research is to provide advertisers and advertising agencies with purely qualitative data about the access of exposure of selected audiences to the various mass media or to their various components. Marketing to children/youth is a delicate issue. Children and youth are heavy viewers of television. "Today's youths are no fools and are far more sophisticated than they were 20 years ago when many of today's advertising guidelines were written" said Jerry Mc Gee who ran perhaps the largest advertising agency. In addition, research has shown that more people switch channels during commercial breaks. The challenge is to create advertising which people would want to watch or to follow them where they go (to other media).

3.2- REVIEW OF LITERATURE ADVERTISING:

Advertising is any paid form of non-personal presentation and promotion of ideas, Goods or services by an identified sponsor. It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears. "Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force -an extension, if you will, of the merchant who cries aloud his wares." -Rosser Reeves, Reality in Advertising (1986), New York: Alfred A. Knopf, Inc., p. 145. "Advertising is the ability to sense, interpret . . . to put the very heart throbs of a business into type, paper and ink."

-Leo Burnett, quoted by Joan Kufrin, Leo Burnett: Star Reacher(1995), Chicago, IL: Leo Burnett Company, Inc., p. 54. "Advertising -a judicious mixture of flattery and threats." -Northrop Frye, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 18. "Advertising may be described as the science of arresting the human intelligence long enough to get money from it." -Stephen Butler Leacock, quoted in Michael Jackman, Crown's Book of Political Quotations, 1982, New York: Crown Publishing Inc., p. 1. Advertisers include business firms but also museums, charitable organizations, and government agencies that advertise to various target publics. Advertisements are a cost effective way to disseminate messages, whether to build brand preference or to educate a nations people. Organizations handle their advertising in different ways. In small companies, someone handles advertising in the sales or marketing departments, who works with an advertising agency. A large company will often set up its own advertising department, whose manager` reports to the Vice President of marketing. The advertising departments job is to develop the total budget, and handle direct-mail advertising, dealer displays and other forms of advertising not ordinarily performed by the agency. Most companies use an outside advertising agency to help them create advertising campaigns and to select and purchase media. Global companies that use a large number of ad agencies located in different countries and serving different divisions have suffered from uncoordinated advertising and image diffusion. Advertising agencies need to redefine themselves as Communication companies and assist clients in improving their overall communication effectiveness.

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3.3- FIVE MS OF ADVERTISING:

MISSION: MONEY: MESSAGE: MEDIA: What are the advertising objectives? How much can be spent? What message should be sent? What media should be used?

MEASUREMENT: How should the results is evaluated?

3.4- STRENGTHS OF ADVERTISING AS A PROMOTIONAL TOOL:

1. It offers planned and controlled message. 2. It can contact and influence numerous people simultaneously, quickly, and at a low cost per prospect. Hence, it is called Mass Means of Communication. 3. It has the ability to deliver messages to audiences with particular demographic and socioeconomic features. 4. It can deliver the same message consistently in a variety of contexts. 5. It can reach prospects that cannot be approached by sales man. 6. It helps to presale goods and pulls the buyers to retailers. 7. It offers a wide choice of channels for transmission of messages such as visual (by Sights), aural, (by ear) aural and visual. 8. It is very useful to create maximum interest and offer adequate knowledge of the new product when the innovation is being introduced in the market.

3.5- WEAKNESS OF ADVERTISING AS A PROMOTIONAL TOOL:

1. It is much less effective than personal selling and sales promotion at later stages in the buying process, e.g.: in convincing and securing action. 2. It is less flexible than personal communication. It cannot answer objections raised by prospects. 3. It is essentially one-way means of communication. It cannot obtain quick and accurate 17 feedbacks in order to evaluate message effectiveness.

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4. It is most efficient communication (very low cost per prospect) but it is least effective as a tool of a communication. 5. It is unable to reach prospects when they are in a buying mood. Hence advertisements have to be repeated and repetition involves additional cost. 6. Advertising, many a time lacks credibility and trustworthiness.

3.6- IMPORTANCE OF ADVERTISING:

1. To create widespread visibility in the market and access those pockets which are not approachable by the sales force. Quoting a customer, Make the customers come to you rather than trying to approach all the potential customers. 2. As a symbol of sound financial position of the company and also to make the statement that the company is here to stay. 3. To aid in easy brand recall and also create a top of mind awareness of the brand. 4. To make maximum potential customers aware of the new offerings and schemes of the company and initiate enquiries about the same. 5. To establish a strong brand image in the market so as to give the company an edge over its competitors.

3.7- COMMUNICATION GOALS OF ADVERTISING:

Advertising should concentrate on clear and measurable communication objectives known as DAGMAR (Defining Advertising Goals, Measuring Advertising Results). Advertising objectives must be oriented around the process of communication. Communication tasks are; 1. Developing brand awareness. 2. Changing consumer attitudes. 3. Associating desirable themes with products, 4. To create demand for a new product by explaining its utility. 5. To maintain existing demand by fighting competition. 6. To increase sales by attracting new consumers. 7. To enhance the goodwill of the firm. 8. Informing consumers about product attributes.

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The ultimate purpose of most advertising is to help the probability of the sale of the Product or a service. Advertising as a mode of promotion increases propensity to purchase-moving the prospect steadily, inch-by-inch, closer to a purchase decision. Of course, advertising is only one of several communication forces. It moves the consumer through successive levels such as unawareness, awareness, comprehension or recognition, conviction (intention to buy) and action purchase. Advertising goals may be divided into four stages of commercial communication as follows: 1. Awareness: the prospects must become aware of the existence of the brand or company. Awareness is the bare minimum goal of advertising. 2. Comprehension: the prospect must understand what the product is and what it will do for him. Comprehension level indicates that people are not only aware of the brand or company that they know the brand name and can recognize the package or trade market. But they are not yet convinced that they must want to buy. 3. Conviction: the prospect must be mentally convinced to buy the brand or the product. The conviction level shows brand preference and intention to buy the product in the near future. 4. Action: the prospect takes meaningful action. Purchase decision is duly taken.

3.8- CHOOSING AMONG MAJOR MEDIA TYPES:

The media planner has to know the capacity of the major media types to deliver reach, frequency, and impact. Media planners make their choice among media categories by considering the following variables: Target-Audience Media habits: for example radio and television are the most effective media for reaching teenagers. Product Characteristics: Media types have different potentials for demonstration, visualization, explanation, believability and color. Womens dresses are best shown in color magazines, and Polaroid cameras are best demonstrated on television. Message characteristics: timeliness and information content will influence media 19 choice. A message announcing a major sale tomorrow will require specialized magazines or mailings.

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 Cost: Television is very expensive, whereas newspaper advertising is relatively inexpensive. What counts are the cost-per-thousand exposures?

3.9- ADVERTISING IN INDIA:

Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began; Shop front signages, From street side sellers to press ads, The first trademarks, Handbills distributed separately from the products. 18th Century: Concrete advertising history begins with classified advertising. Ads appear for the first time in print in Hickey's Bengal Gazette. India's first newspaper (weekly). Studios mark the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type, ornate fonts, more fancy, larger ads. Newspaper studios train the first generation of visualizes & illustrators. Ads appear in newspapers in the form of lists of the latest merchandise from England Since 1980, advertising in India has demonstrated phenomenal growth growth in size, quality, and range of services, in the total expenditure in advertising per year. In 1950 advertising expenditure was hardly Rs. 5 Crores. By 1988, it rose to Rs. 900 Crores. It may be around by Rs. 2200 Crores by 2001 A.D. There are now over 400 advertising Agencies as against just 100 advertising agencies around 1970. In the Indian market, we have more than 11,000 branded products extensively advertised in all languages. Press advertisement account for about 50 percent and TV account for about 18 percent of the total advertising costs. In the media sector we have at present 20 intense competition, e.g., TV / Radio, Newspaper each attempting an increasing market share. In the press segment we are witnessing regular media war. In the case of the press, competition is total. However, media owners are expected to adopt now customer-oriented approach to get rid of such unhealthy competition.

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3.10- ESSENTIALS OF GOOD ADVERTISEMENT:

A good advertisement must have the right message communicated through a right media. It must reach the right people and prospects and that too at a right time and at the right cost. Right timing of an advertisement needs no emphasis. It should fulfill its sole purpose, viz. gain sale or action from the prospects and the cost of communication should be reasonable. The task assigned to the advertisement can be successfully fulfilled when: 1. It is seen by the desired prospects. 2. It is read by them with interest. 3. It is properly understood by them exactly as the advertiser wants. 4. It is believed by them and it wins their confidence and trust and above all. It succeeds in igniting their desire to purchase the product or service offered or sale. An effective advertisement takes the prospect near about the point of closing the sale so that actual sale may be easily completed by the sales force. Each advertisement must be a unique selling proposition, invoking maximum force of persuasion to convert a prospect into a customer.

ATTENTION:
It can be viewed as an information filter a screening mechanism that controls the quantity and nature of information any individual receives. Getting a consumers attention is not easy. An individual, overtly or accidentally, avoids exposure to stimuli. The advertising environment is truly cluttered; most major magazines have almost one -half of their pages carrying advertisements, the other half carrying editorial matter. Although all this advertising, it is not easy to create an advertisement that stands out enough to get noticed, processed, and remembered. The effectiveness of ads is reduced not only by the higher levels of clutter in general, but even more significantly by the proximity of ads for competing brands from the same product category.

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The situation is made worse in the broadcast media, especially television. Viewers have always had the freedom to do things while a program is being shown; including leaving the room mentally and physically, but the use of remote control devices has made channel switching endemic. Television advertisers today have to cope with the phenomena of zapping and zipping.

3.11-

CREATING

ADVERTIEMENTS

THAT

ATTRACTS

ATTENTION:
The attention filter operates at various levels of effort and consciousness. At one extreme is the process of active search wherein a receiver actually seeks information. He or she might solicit opinions of friends or search through magazines not normally read. Another level could be termed passive search. A receiver searches for information only from sources to which he or she is exposed during the normal course of events. The final level might be called passive attention. Here a receiver has little immediate need for the information and makes no conscious effort to obtain it, but some information may nevertheless enter the system. At all three levels, it is appropriate to discuss why a person obtains information so that ads can be designed to maximize attention. There are, of course, as many reasons as there are situations and individuals. However, it is instructive to examine four general motives for attending to informative stimuli. A first motive is to obtain information that will have a high level of utility for a person. In an advertising context, an individual will obtain product information that will help make better purchase decisions. Second, people may be motivated to expose themselves to information that supports their opinions- supportive exposure-and to avoid discrepant information. Third, there is a desire to be exposed to information that stimulates. Finally, people are motivated to find stimuli that are interesting to them. These motives will be examined in turn.

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3.12- ADVERTISING EFFECTIVENESS:

Advertising effectiveness consists in the degree of achievement of the objectives set By an advertiser in consultation with advertising agency working on the account. It may Also take the form of an increase in the sales of market share or penetration into a new Market segment.

3.13- ADVERTISING STRATEGIES:

Strategy provides the link between advertising objectives and plans and paves the ground for their implementation. It can be instrumental in prioritizing various objectives, taking into account the attitudinal framework as well as corporate and marketing goals, And the market situations and characteristics. Advertising strategy is based on consideration such as the following: Advertising objectives. Advertising budgets. Selection of target audiences. Advertising message. Media decision. Media space decisions. Companys standing and it s strength and weaknesses. Product history and its life cycle stage. Positioning of the product as indicated by perceptual mapping. Existing and anticipated competition.

3.14- BRAND PATRONAGE:

Most of the time, an advertisers (seller) tries to build a brand privilege or patronage for his products or service. A seller has a brand privilege if buyers exhibit brand insistence, brand loyalty, or brand preference towards his product or service. By means of advertising or persuasive mass communication, seller tries to move prospective Buyers and existing buyer from lower level to higher level of brand attitude of customers From brand ignorance to brand awareness, or from brand acceptance to brand Preference, loyalty, and insistence.

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4.1 DATA ANALYSIS AND INTERPRETATION:

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

Soft drinks, Deodorants, Automobiles, Superstores. AGE PROFILE OF THE SAMPLE:

The samples were taken from a college comprising of, under graduates and post graduate students, the following is the age profile of the samples:

Age 20 21 22 23 24 25 TOTAL

No.of Respondent 6 14 30 22 18 10 100

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

Ag eProfile
35 30 25 20 15 10 5 0 20 21 22 23 24 25 6 14 10 30 22 18

No. of Respondents

Interpretation:
The sample mainly comprises of youngsters in the age group between 20-25 as it was felt that the young age group will be more exposed to all kind of advertisements and current happenings in the soft drinks, consumer products and automobile industry.

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GENDER PROFILE OF SAMPLE:

The sample consists of both male and female belonging to the age group of 20-25 years. And the following is the gender profile of the respondents.

Gender Male Female

TOTAL

No.of Respondent 64 32 100

Following is the column chart of gender profile of the respondents

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G ender Profile
70 60 50 40 30 20 10 0 Male Fem ale 32 64

4.1) MOST INFLUENTIAL ADVERTISEMENT MEDIUM:

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TV advertises its product trough all mediums viz. Television, print, outdoor and others. The Table shows the most influential mediums according to the samples: TABLE 4.1

Mediums

No. of Respondents

T.V Hoardings PrintMedi a Others

TOTAL

50 18 26 6
100

Interpretation:
No doubt television is the most dominant medium with 50% of respondents going for it, others mediums like hoardings, print media have their small share in the Graph: CHART 4.1

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Influential Medium
60 50 40 30 20 10 0 T.V Hoardings PrintMedia Others 18 6 26 50

4.2) MOST FREQUENTLY WATCHED ADS ARE LIKE THIS:

TABLE 4.2 Type Ads of No. of Respondent

3d Funny Story

16 36 28

Encourage 20
TOTAL CHART 4.2 Following is the column graph of most watched Ads by the respondents: 100

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Most Watched Ads

40 35 30 25 20 15 10 5 0 3D Funny Story Encourage 16 28 20 36

Interpretation:
As per the chart it is clear that funny is the most watched Ads, 36% of samples like funny, story is the next watched which accounts 28% of share other watched Ads like 3d and Encourage types for the rest.

4.3) TELEVISION ADVERTISEMENTS CONFUSING OR NOT:

Following is the table representation of responses regarding the question that TV ads make you confuse or not. TABLE 4.3

Table 6: Television Ads: Confusing vs. Conveying Confuse Percentage Convey Percentage the the % %
Viewers Message

Male Female TOTAL Interpretation:

11 13 24

17% 30% 23%

39 37 76

83% 70% 77%

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Of the respondents, 23% said that the advertisements which were being flashed confused the rest, Of these a little less than two-thirds were females. 77% of the respondents said that the advertisements conveyed the message and did their job. Following is the chart representation of responses regarding the question that TV ads make you confuse or not. CHART 4.3

Confusing and Conveying

45 40 35 30 25 20 15 10 5 0 Confuse the Viewers Convey the Message 11 13 Male Female 39 37

4.4) TV ADS INFLUENCE ON VIEWERS:

Following is the table representation of responses regarding the Ads influence on viewers or not.

Positive Negative No influence TOTAL

53% 31% 16% 100%

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Following is the pie graph representation of responses regarding the Ads influence on viewers given below: CHART 4.4

TVAds InfluenceViewers
16%

Positive Negative 53% 31% No Influence

Interpretation:
53% of respondents said that TV ads influence them positively, 31% said TV ads influence them negatively.16% said TV ads dont influence them anyway.

4.5) ADS INFLUENCE TO MAKE CUSTOMER PURCHASE A PRODUCT:

When asked the majority of respondents said that TV ads dont influence them enough to make a purchase. Only 41% said that TV ads influence them to make purchase: TABLE 4.5

Yes No

41% 59%

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TOTAL 100%
The pie chart for the responses is given below: CHART 4.5

Mak eCustom er Purchase

41%

Yes No

59%

Interpretation:
When asked most of the respondent said that FMCG products like toothpaste, and daily use items ads influence them to make purchase. So it can be inferred that when purchase is less capital intensive and buyer have the tendency to switch brands ads impact them most.

4.6) BEST TIME TO PUT THE ADVERTISEMENTS ON TV:

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Following is the table shows according to the respondents, which is the best time to put the ads on TV. TABLE 4.6 Timing No.of Responden ts 16 22 29 33 100

Morning After noon Evening Night TOTAL

Following is the bar chart representation of the data given above: CHART 4.6

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Tim ing of Advertising

35 30 25 20 15 10 5 0 Morning AfterNoon Evening Night 16 22 29 33

Interpretation:
TV advertisements are watched all the time in the day but night has been the best time when people watch TV most and they come across with ads.

4.7) MOST INFLUENCING PRODUCT CATEGORY ADS:

Following table depicts the responses in %

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TABLE 4.7

FMCG Automobile White goods All Others TOTAL

23% 21% 16% 27% 13% 100%

Following column chart depicts the responses in % CHART 4.7

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Interpretation:
Although all the product categories ads influence the viewers but specifically FMCG and automobile products ads are very influencing, although not given in the options respondents could recall few other categories ad like jobsites, matrimony sites etc.

Brand Coca-Cola Pepsi 7 up Sprite Thums up Others TOTAL

Response 30 24 18 12 10 6 100

4.8) PREFERRED BRAND OF COLD DRINKS:

The main objective behind this question was to know the most popular brand of soft drink among the samples, the responses are as follows TABLE 4.8

The following column chart shows preferred brand of soft drinks:

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CHART 4.8

Interpretation: As per the chart it is clear that coca cola is the most preferred
brand,60% of samples like coco cola, Pepsi is the next preferred which accounts 48% of share other brands like 7 up, fanta ,sprite accounts for the rest.

4.9) FACTORS INFLUENCING BUYING OF A PARTICULAR BRAND:

This is a very important question to know the main factors behind buying a particular brand; an objective type of question was put with some attributes like taste, advertisement, flavor, retailer and other factors. The following table portrays the opinion of the samples.

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TABLE 4.9

Factors Taste

Response 40

Advertisement 24 Flavor Retailer Other TOTAL

16

12 8 100

CHART 4.9

Influencinga B rand
45 40 35 30 25 20 15 10 5 0 Taste Adverticem ent Flavour Retailer Other 24 16 12 8 40

Interpretation:

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As per the response it is very interesting to note that 40% of samples consider taste as the main factor while buying a particular brand of soft drink, about 24% of sample are of the opinion that advertisements play a great role in their buying, rest of the samples are influenced by the flavor and retailer.

Brand Axe Park Avenue Cinthol Others TOTAL

Brand 26 20
18

36 100

4.10) PREFERRED BRAND OF DEO SPRAY:

The main objective behind this question was to know the most popular brand of deo sprays among the samples, the responses are as follows: TABLE 4.10

The following column chart shows preferred brand of soft drinks: CHART 4.10

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B randof D eo S pray
40 35 30 25 20 15 10 5 0 Axe ParkAvenue Cinthol Others 26 20 18 36

Interpretation:
As per the chart it is clear that Axe is the most preferred brand,26% of samples like axe, Park Avenue is liked by 20%. Majority of people responded for others as they felt that their brand is not in the list.

4.11) FACTORS INFLUENCING BUYING OF A PARTICULAR BRAND:

This is a very important question to know the main factors behind buying a particular brand; The following table portrays the opinion of the samples. TABLE 4.11

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CHART 4.11

Factor Fragrance Retailers Price Advertisements Others TOTAL

Response 22 16
18

34 10 100

F actorsInfluencinga B rand
40 35 30 25 20 15 10 5 0 Frgrance Retailers Price Adverticement Others 22 16 18 10 34

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

samples consider fragrance as the main factor while buying a particular brand of deo spray, about 34% of sample are of the opinion that advertisements play a great role in their buying, rest of the samples are Influenced by the price and retailer.

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4.12) PREFERRED BRAND OF TWO WHEELERS:

The main objective behind this question was to know the most popular brand of two wheeler among the samples, the responses are as follows: TABLE 4.12 Brand Bajaj Honda Hero Honda TVS Others TOTAL Response 16 22
34

18 10 100

The following column chart shows preferred brand of two wheelers: CHART 4.12

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T woWheelers
40 35 30 25 20 15 10 5 0 Bajaj Honda Herohonda TVS Others 16 22 18 10 34

Interpretation:

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As per the chart it is clear that Hero Honda the most preferred brand with 34% of samples. Bajaj is liked by 16%. Others contributed rest 50%,contributed 22% by Honda.18 and 10% by TVS and others respectively.

4.13) FACTORS INFLUENCING BUYING OF A PARTICULAR BRAND:

Factor Style Comfort Price Response 24 14
24

Advertisements 10 Fuel economy Others TOTAL 18 6 100

This is a very important question to know the main factors behind buying a particular brand; The following table portrays the opinion of the samples. TABLE 4.13

Factor influencing the purchase of two wheelers shown in the below column graph: CHART 4.13

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F actors
30 25 20 15 10 5 0 14 10 6 28 24 18

Interpretation:

As per the response it is very interesting to note that 28% of samples consider style as the main factor while buying a particular brand of two wheelers, while only about 10% of samples think that advertisements play a role in

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

4.14) PREFERRED BRAND OF SUPERMARKETS:

The main objective behind this question was to know the most popular brand of Supermarkets among the samples, the responses are as follows: TABLE 4.14 Brand Big bazaar Shopper stop Westside Globus Vishal megamart Others TOTAL Response 24 18 16 14 20 8 100

The following graph chart shows preferred brand of Supermarkets: CHART 4.14

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S uper Mark ets

30 25 20 15 10 5 0 Big Bazaar Shopper Stop Westide Globus Vishal Megamart Oters 24 18 20 16 14 8

Interpretation:
As per the chart it is clear that Big bazaar is the most preferred brand,24% of samples like bigbazaar, vishal mega mart is the next preferred which accounts 20% of share other brands like Westside ,globus and shopper stop account for the rest.

4.15) FACTORS INFLUENCING TO GO FOR THE PARTICULAR BRAND:

This is a very important question to know the main factors behind buying a particular brand; an objective type of question was put with some attributes like price, advertisements, ambience, variety and other factors.

The following table portrays the opinion of the samples:

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TABLE 4.15

Factors Price Advertisement Variety Ambience Other TOTAL

Response 30 22 16 24 8 100

The following column graph shows the opinion of the samples: CHART 4.15

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T og o for aB rand
35 30 25 20 15 10 5 0 Price Am bience Variety Advertisement Other 8 30 24

22 16

Interpretation:
As per the response it is very interesting to note that 30% of samples consider price as the main factor while buying a particular brand of supermarket, about 24% of sample are of the opinion that advertisements play a great role in their buying, rest of the samples are influenced by variety and ambience.

4.16) THE PRODUCT INFORMATION GIVEN IN THE TV ADVERTISEMENT: SATISFACTORY AND RELIABLE:
The following chart shows that the TV advertisement are satisfactory and reliable depends on the respondents: TABLE 4.16

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Degree Very Somewhat Undecided Not very Not at all TOTAL

Response 28 24 18 16 14 100

CHART 4.16

30 25 20 15 10 5 0

28

S atisfactoryand Reliable
24 18

16

14

Very

Somewhat

Undecided

Not Very

Not at all

Interpretation:

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Of the respondents, 28% said that to a greater extent the product information given in the TV advertisement was satisfactory and reliable. 24% of the respondents said that to some extent, 18% were undecided, 16%were not very satisfied with the product information given in the TV advertisement. Options Yes No TOTAL Response 76 24 100

4.17) ADS EFFECT ON THE LIFESTYLE OF CUSTOMER:

Objective of asking this question was to know the change in lifestyle if any due to the Advertisements .And the responses were as follows: TABLE 4.17

The following pie chart shows the opinion of the samples: CHART 4.17

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L ifestyle

24

Yes No

76

Interpretation:
From the pie chart given above it is clear that 76% people think that ads displayed on TV Affect their lifestyle and only 24% people think that their lifestyle is not affected by the TV Ads.

4.18) ADS INFLUENCE TO MATERIALISM:

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The objective behind this question was to know whether advertisement tend the customer to increase their materialism. And the responses were as following: TABLE 4.18

Options Yes No TOTAL

Response 64 36 100

The following pie chart shows the opinion of the samples: CHART 4.18

Materialism

36 Yes No 64

Interpretation:

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From the pie chart given above it Is clear that ads influence majority of people to increase their materialism. As 64% people responded positively and only 36% responded against it.

5.1 SUMMARY OF FINDINGS:

Youth are a special audience segment, and television is a persuasive medium. Most of the respondents prefer television advertisements to advertisements in any other media. Many respondents are used to purchasing the products shown in the advertisement because they feel that the information given in the advertisements are reliable. It is found that advertising sells products. The most popular television advertisements are of FMCG and motorbikes. This shows how the young generation is attached towards the advertisements. The actors in the advertisements become role models to the youth. Many watch some specific advertisements, showing their keen interest in them. It is found that advertisements are informative and entertaining. Most of the respondent think that ads convey the messages they are intended to It is also found that advertisements are satisfactory and reliable. From the project it is clear that night is the best time to put advertisement on TV. From the project it can be inferred that ads affect the lifestyle of youth and influence them to make a purchase and tend them to increase their materialism. In all the product or service categories advertisements play an important role to persuade the customer to make a purchase with few other factors like price, ambience, etc.

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5.2 SUGGESTIONS:
As youth is the main target, aggressive advertising also comes into picture, where the main motive is to grab the marketing opportunities. In todays generation, youth play a major role in advertising and they possess the highest potential in buying. Advertising has a strong impact on youth as they get attracted to almost all types of advertisements. Steps should be taken to improve the concepts of advertising so that it reaches the right segment of the audience, i.e., youth. Information given along with the advertisements should be reliable and satisfactory. Celebrity endorsement also plays a major role in advertising and also in grabbing the attention of the young customers. A celebrity preference for a particular brand gives out a persuasive message and hence the selection of the celebrity should be careful enough, i.e., the public should be aware of the celebrity used. The advertising agency should take necessary steps to convince the customer with the price and the quality associated with the product/service. The information provided with the advertisement, should not mislead the youth generation and the advertisement should make the customers buy the product or service. Finally, steps should be taken to make the advertisements informative, appealing and entertaining.

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5.2 CONCLUSIONS:
In today's marketing concept the focus is on the consumer, his needs and requirements, rather than on the product. Naturally all media of advertisements begin with the customer and ends with the consumer. In order to sell a product persuasive and pervasive communication is essential. Basically through television advertisements there is a promotion of information which influences people. An advertisement gives the message about the product in a very natural way. This research was conducted to see the impact of advertisements on the young generation. From the survey conducted, it was clearly found that television advertisements create a very strong impression on the youth. The advertisements, which are being flashed in the television very often, are effective. Through the frequent flashing of advertisements, the advertiser keeps in touch with consumers. The viewers also remember the product and buy them. The quality of advertisements and its social acceptance are the two sides of the same coin. Advertising has to reflect social norms, values and aspirations or else it will be irrelevant and wasteful. Imposition of such discipline is preferable. Another problem television advertisers confront is the tendency of viewers to switch channels, called `zapping' or leave the room during commercial breaks. Because of television viewers' strong patterns of commercial avoidance, commercials have to be intriguing, intrusive and likable. Television advertising professionals in developing countries have to be fully aware of the challenges and the responsibility thrust upon them by virtue of a vast unexploited potential, on one hand, and the resistance they encounter from various quarters on the other. This requires their looking beyond their own narrow areas of

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operation. A great deal of cooperative Endeavour is required in order to put advertising on a sound footing. This has to be backed by research, the lack of which is a major draw back for advertising. Advertisers should understand that improperly prepared advertisements can cause physical, mental or moral harm to the consumers. They should not exploit the credulity and lack of experience of consumers for a mere profit. In addition, parents must educate youngsters to became responsible and informed consumers' says the American Academy of pediatrics. As more and more parents spend more time producing income and less time tending their children, the burden of responsibility falls increasingly on the advertiser. Parents and teachers have a responsibility to teach youth about the realities of a commercial world, just as they teach how to cross a road safely. On the other hand, effective television commercials can achieve audience acceptance if they are well done and they can minimize viewers' patterns of avoidance if they are intriguing as well as intrusive. In short, youngsters are, without doubt, attracted to advertisements. So the onus is on the advertisers, not to produce any advertisement which will mislead the uninformed. Knowing the considerable impact of advertisements on youth, the advertisers must create advertisements which are both realistic and moral.

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QUESTIONNAIRE
Dear Sir / Madam, I ABDULLAH MN studying in M.B.A. IV Sem. at City College, Jayanagar, Bangalore, am making A study on Impact of TV advertisements on youth. I would be appreciated if you convey your opinion on the different questions included in this questionnaire. Name: Age: .. Gender: Male Female

Occupation: .. 1) Advertisements on which media grab your attention than others? T.V Hoardings Print media Others

2) Which ad do you most frequently watch/come across? -----------------------------------------------------------------------------------------------3) Do the ads make you confuse about the products? Yes: No: 4) Have you ever been positively or negatively influenced by the ad? Yes: No: 5) Has it influenced you ever to make a purchase? Yes: No: 6) At what time do you watch the ad? Morning Afternoon

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Evening FMCG White goods

Night Automobile All

All

7) What product category ad influences you the most? Others

8) Which soft drink brand you always prefer to go for? Coca cola 7Up Thums Up Pepsi Sprite Others

9)Which factor influence you most in your preferred soft drink brand to go for it? Taste Retailer Advertisement flavor Other

10) Which deo sprays brand you like most? Axe Park Avenue Cinthol others

11) Which attribute you like most about it? Fragrance Advertisement Retailers Price Other

12) Which two-wheeler manufacturers model you prefer/will prefer? Bajaj Honda Hero Honda TVS Others

13) What makes you to prefer this brand? Advertisement Style Fuel economy Price Comfort Others

14) Which superstore you always prefer over others? Big bazaar Globus Westside Vishal mega mart

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Shopper stop

Others

15) What makes you to go for this superstore? Price Advertisement Variety Ambience Others

16) How Satisfactory and Reliable were the claims made in the advertisement? Very Undecided Somewhat Not very Not at all

17) Does the ads displayed affect your lifestyle? Yes: No: 18) Does the ads influence your materialism? Yes: No: 19) Your opinion on the ads & their influencing ability? --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Thank You

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BIBLIOGRAPHY BOOKS:
Gupta C B (1990), Business Studies, Tata McGraw-Hill Publishing Company Ltd. Philip Kotler (1988), Principles of Marketing, Prentice Hall of India Private Ltd.

MAGAZINES:
4p Retail biz Business Standards

WEBSITES:
www.google.com www.wikipedia.com www.TVadvertisment.com

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