Research paper IJBARR

ISSN No. 2347 – 856X

A STUDY ON RELEVANCE FACTOR IN EFFECTIVENESS OF TELEVISION

ADVERTISEMENTS ON CONSUMER PURCHASE DECISION IN SALEM DISTRICT
*Dr. K. Krishnakumar
**Mrs. K. Radha
Abstract
Advertisements, as part of communication strategies for marketing, are used to draw consumer‟s
attention and influence their decision to purchase the advertised products and services. Television
advertisements are the most authoritative, influential and persuasive advertising medium as
compared with other media such as Radio, Newspapers, Magazines and Internet. Television
advertisements tend to use well-known presenters, persuasive messages and audiovisual effects in
perfect combination for lively display of products and services. TV ads impact viewers due to various
factors which have multiple dimensions. In this concept how the relevance factor leads effectiveness
of television ads on consumer purchase decision. Both primary and secondary data utilized for this
study. The primary data collected through well designed questionnaire by the way of adopting
convenience sampling technique from the consumers. The results revealed that conviction, true
information about the products, reinforcement or remembrance, clarity of the ads, highly relevant
information about the products, effective presentation were closely related with effectiveness of TV
ads on consumer purchase decision.

Key Words: Relevance, TV Ads, Effectiveness, Purchase Decision and Consumers.

* Assistant Professor, Department of Commerce, Periyar University, Salem-11.

**Ph.D Research Scholar, Department of Commerce, Periyar University, Salem-11.

Introduction An over view on television advertising

Advertisement is a mediating tool of marketing Television is considered as a popular and
and the most vital component of promotional powerful medium of information and
activity; it is used by the marketers to publicize entertainment to reach the audiences.
the happenings of the company and their Television advertising has been a popular
offerings to the consumers. In the medium for advertisers ever since the first
contemporary era, the influence and impact of began to appear in living rooms with the arrival
advertisement over both the classes and the of cable television, production costs and the
masses has refined the entire ambience of opportunity to reach smaller and more targeted
marketing. So, great is the power of markets, making it a medium for small to
advertisements to influence the buyer‘s medium - size business programmes like songs,
decision that it has become mandatory for news, interviews, comedy and information
sellers to allocate fat budgets to the advertising attracts the largest audience than any other
of their products. Along with the manufacturer medium. Due to the technical development,
of products, the sellers and manufacturers also opportunities to advertise on TV have increased
entrusted with the responsibility of stimulating over the past years. Audiences are exposed to
a desire for their products in the minds of the hundreds and thousands of commercial
customers and advertising is doing a great messages a day. The willingness to watch
service. Television one of the powerful and commercials in TV is decreasing because of
appropriate medium to promote the products various reasons. All the ads are not noticed by
with effective mode. In this paper deals with the audiences as well as not all the ads are
how the relevance factor (i.e, information skipped by them, ads which have some
related with products expected by the entertainment value are liked, watched and
consumers) gives greater impact on the remembered by audience which is a welcome
effectiveness of TV Ads on Consumer response for the ad makers. The basic idea of
Purchase Decision. advertising is to inform, educate and motivate

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International Journal of Business and Administration Research Review. Vol.I, Issue No.2, Nov-Jan2014.
 Research paper IJBARR
ISSN No. 2347 – 856X

potential buyers. In this era, the media of advertiser is unavoidable. To keep their ad
advertisement matters a lot. In the present era, visible they adopt a few strategies which can
TV seems to be the most popular and potent give them fruitful results. To elicit an impact in
media as people are greatly influenced by what audience, they combine the images, music,
they see and see repeatedly. In urban areas humour, drama and much more in their
especially the TV is the most effective medium strategies. Popularization of electronic media
of advertisement in persuading the viewer that with multiple channels created a situation of
it has become the most reliable channel of rising culture of ads.
promoting products, both existing and newly Review of literature
launched ones. 1.AdemolaB.Owolabi (2009) stated that mood
is the knowledge of particular relevance for the
Scope of the Study understanding of consumer behaviour. This
Creative TV advertisements tend to use well- study is essentially using two scales that is –
known presenters, persuasive messages and attitude towards using advertised products and
audio-visual effects in perfect combination for intention to try advertised products were
a lively display of products. The TV employed to measure advertising effectiveness
advertisements if used successfully in by adopting the experimental study where a
marketing strategies can quickly catch the between subject design was employed. The
attention of potential buyers that will result revealed that subjects in the induced
eventually decide to purchase the products. Its positive mood group have a more positive
success depends on its uniquely creative design attitude and greater intention to try advertised
with demonstration, action, motion, the telling products when compared with subjects in the
of touching stories and enhanced by a perfect induced negative mood group. This attempt
combination of audio-visual effects, despite the can be made in finding the effect of consumer‘s
advertisement of the internet and e-commerce, mood on advertising effectiveness on TV ad in
creative TV advertisement are still considered case of consumers purchase decision.
to be the earliest means to attract the consumers 2.JagdishN.Sheth (1974) examines there
attention. TV advertisements are the most different aspects of effectiveness of advertising
authoritative, influential and persuasive communication. First, how does a specific
advertising medium as compared with other advertising communication get distorted in the
media such as radio, newspapers, magazines consumer‘s mind, what are the dimensions of
and the internet. distortion and what factors produce the
Importance of the study cognitive distortion? Second, how does
TV ads impact viewers due to various factors advertising influence the consumer choice
which have multiple dimensions. The process? Two mechanism called persuasion
influence of these commercials may be due to and reinforcement are discussed and the
the innovations in presentation, the theme of underlying process of influence and tactics are
the ads, the charisma of the model, the music, explored. Third, how does advertising
the slogans and the power of the brand and so influence consumption behaviour? Two
on. It can be said with conviction that the mechanisms called reminder precipitation are
likeability factor of advertisements greatly discussed and the underlying processes and
influences the purchase decision of the viewers tactics are explored. Finally, the paper
and can transform even casual viewers in to a discusses a sequential linkage among the four
potential buyer. One of the biggest challenges mechanisms of advertising effectiveness and
of the advertisers is to retain the effectiveness gives opinions on the persuasiveness of
of advertisements by tailoring it with the advertising through each mechanism. In the
attention of the viewers. It is believed by the same way how measure the effectiveness of TV
advertisers that the major objective of the Ads on Consumer Purchase Decision.
advertising is to influence a positive brand 3. AvilashaMehta(2000) stated that print
attitude formation. Competition from other advertising performance is influenced by
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International Journal of Business and Administration Research Review. Vol.I, Issue No.2, Nov-Jan2014.
 Research paper IJBARR
ISSN No. 2347 – 856X

consumers attitudes towards advertising in it conveys never reaches the consumers in the
general. Here the author has studied the intended way, or is irrelevant by the consumers
Executional and media factors significantly to be meaningless or judged. Hence, The TV
influence advertising performance by adapting Ads providers must concentrate on relevance to
random telephonic interview has been used to the viewers and make them to consumer‘s
discover the attitudes toward advertising, persuasion.
intrusiveness/recall and persuasion/ buying Objectives of the study
interests of the consumers. The result of this TV is a medium which carries the messages to
paper was respondents with more favorable mass audience. Individual differ in their
attitudes toward advertising recalled a higher interest and preferences. This study has the
number of advertisements the day after objectives to understand the relevance factor
exposure and were more persuaded by them. converted into purchase decision behavior of
In the same way attitudes toward TV the audience. The following objectives were
advertising on purchase decision. considered.
Statement of the problem 1. To study the socio-economic factors of
Television Advertisements enable customers to consumers
decide upon products and services and they 2.To identify various elements of Relevance
play a major role in providing relevant factors in effectiveness of Television
information. To increase the attractiveness of Advertisements consumer on Purchase
advertisement and to overcome the problem of decision.
―advertisement avoidance‖ (zapping), 3.To evaluate the association between the
advertisement creators use various strategies Demographic factors and the Relevance
and by using that they engages the audience in factors.
watching them. Advertising through television Research methodology
medium combines sight, sound and motion, Both primary and secondary data utilized for
appealing to the senses and therefore has high this study. The primary data collected through
attention and high reach. Consumers get well designed questionnaire by the way of
confused regarding purchase decision-making adopting convenience sampling technique from
due to one and forced exposure of ads. the consumers. The secondary data collected
Sometimes they felt exploited by the from the text books, journals, reports,
advertisers. The goal of advertising is to magazines, websites and other published
present products or services in an effective way sources. Software package for statistical
so that individual will purchase them. To make solution utilized for analysing the data to
the process successful advertisers continuously extract various qualitative and quantitative
take additional efforts in creating the ads and factors involving in Television Advertising
they constantly conduct research to know the effectiveness on purchase Decision of
impact of their efforts. Advertising is a brand Consumers.
building exercise, from the communication Data analysis and interpretation
point of view. Advertising is the art of moving The Statistical tools are used for this study are
an idea from one person to another. One of the Simple Percentage analysis, Chi-Square test to
important reasons that advertising does not have effective result of research analysis.
work is that specific instances, the information

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 Research paper IJBARR
ISSN No. 2347 – 856X

4.1 Findings of simple percentage analysis

(source: Primary Data) 5. Maximum 33% of the respondents are PG
1. From the above table, it is shows that level educational qualification and minimum
maximum 45% of the respondents are living 4% of the respondents are illiterate.
in rural area and minimum 21% of the 6.Maximum29% of the
respondents are living in semi urban area. respondent‘soccupations areothers like
2. Maximum 60% of the respondents are coolie, house wives, etc. and minimum 8% of
male and minimum 40% of the respondents the respondents are agriculturalist.
are female. Hence, the researcher concluded 7. Maximum 49% of the respondent‘s
that majority of the respondents are female. monthly incomes are earned below Rs. 10000
3. Maximum 71% of the respondents are and minimum 10% of the respondents are
belongs to the age group of below 30 years above Rs.30000.
and minimum 4% each of the respondents 8.Maximum 52% of the respondents are in
were under the category of 41 to 50 years case of joint family and minimum 48% of the
and above 50 years respectively. respondents are in case of nuclear family.
4. Maximum 52% of the respondents are 9. Maximum 72% of the respondent‘s family
married and 48% of the respondents are sizes are 3 to5 and minimum 11% of the
unmarried. Hence, the researcher concluded respondents are up to 2.
that majority of the respondents are belongs
to married people.
Association between demographic factors and factors
The association between the personal profile factors namely Age, Educational Qualification,
Occupation and monthly income with the level of agreement of the relevance factor in Effectiveness
of TV ads on Consumer Purchase Decision was analysed in this section. The Chi-Square test is used
at 5% level of significance.
Association between Age and Relevance Factor in the TV Ads
Null Hypothesis H0: There is no association between Age and Relevance factors in Effectiveness of
TV ads on Consumer Purchase Decision.
Table No- 2
Age Vs Relevance Factors
S. No Statements Value df P Value Remarks

1 The Ad Convincing me 4.004a .983 Not Significant

2
2 The Ad is true & believable 10.115a .606 Not Significant
2
The Ad is Remembering & not
3 17.975a .116 Not Significant
easy to Forget 2
4 The Ad is Highly Relevant 14.986a .242 Not Significant
2
The Clarity of the Ad is very
5 7.231a .842 Not Significant
High 2
6 The Ad is very Effective 11.798a .462 Not Significant
2
In case of Relevance factors is the Ad convincing me, true & believable, remembering & not easy to
forget, highly relevant, very high clarity and very effective of the P values are .983, .606, .116, .242,
.842 and .462 respectively. Since, P value is greater than 0.05 the null hypothesis accepted at 5%
level of significance. Hence, concluded that there is no association between the Age of the
respondents and Relevance factorsin Effectiveness of TV ads on Consumer Purchase Decision.
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Association between Education and Relevance Factor in the TV Ads

Null Hypothesis H0:There is no association between Educational Qualification and Relevance factor
in Effectiveness of TV ads on Consumer Purchase Decision.
Table No -3
Educational Qualification Vs Relevance Factor
S. No Statements Value df P Value Remarks
a
1 The Ad Convincing me 12.137 20 .911 Not Significant
The Ad is true & believable 15.909a 20 .722 Not Significant
2
The Ad is Remembering & not a
3 15.947 20 .720 Not Significant
easy to Forget
4 The Ad is Highly Relevant 15.679a 20 .736 Not Significant
The Clarity of the Ad is very a
5 32.868 20 .035 Significant
High
6 The Ad is very Effective 12.313a 20 .905 Not Significant

In case of Relevance factors is the Ad convincing me, true & believable, remembering & not easy to
forget, highly relevant and very effective of the P values are .911, .722, .720, .736, and .905
respectively. Since, P value is greater than 0.05 the null hypothesis accepted at 5% level of
significance. Hence, concluded that there is no association between the Educational Qualification of
the respondents and Relevance factor in Effectiveness of TV ads on Consumer Purchase Decision.
In case of Relevance factor is the clarity of the ad is very high of the P value is .035 only. Since, P
value is less than 0.05 the null hypothesis rejected at 5% level of significance. Hence, concluded that
there is an association between the Educational Qualification of the respondents and Relevance
factor in Effectiveness of TV ads on Consumer Purchase Decision.
Association between occupation and relevance factor in the TV ads
Null Hypothesis H0: There is no association between occupation and relevance factor in
effectiveness of TV ads on consumer purchase decision.
Table No- 4
Occupation Vs Relevance factors
S. No Value df P Value Remarks
a
1 The Ad Convincing me 26.664 20 .145 Not Significant
2 The Ad is true & believable 10.939a 20 .948 Not Significant
The Ad is Remembering & not a
3 14.356 20 .812 Not Significant
easy to Forget
4 The Ad is Highly Relevant 17.345a 20 .630 Not Significant
The Clarity of the Ad is very a
5 22.179 20 .331 Not Significant
High
6 The Ad is very Effective 22.443a 20 .317 Not Significant

In case of Relevance factors is the Ad convincing me, true & believable, remembering & not easy to
forget, highly relevant, very high clarity and very effective of the P values are .145, .948, .812, .630,
.331 and .317 respectively. Since, P value is greater than 0.05 the null hypothesis accepted at 5%
level of significance. Hence, concluded that there is no association between the Occupation of the
respondents and Relevance factors in Effectiveness of TV ads on Consumer Purchase Decision.
Association between monthly income and relevance factor in the TV Ads

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Null Hypothesis H0: There is no association between age and relevance factors in effectiveness of
TV ads on consumer purchase decision.
Table No – 5
Monthly Income Vs Relevance factors
S. No Value df P Value Remarks
a
1 The Ad Convincing me 6.221 12 .905 Significant
2 The Ad is true & believable 11.861a 12 .457 Significant
The Ad is Remembering & not
3 9.521a 12 .658 Significant
easy to Forget
4 The Ad is Highly Relevant 8.720a 12 .727 Significant
The Clarity of the Ad is very
5 10.611a 12 .563 Significant
High
6 The Ad is very Effective 4.540a 12 .972 Significant

In case of Relevance factors is the Ad convincing me, true & believable, remembering & not easy to
forget, highly relevant, very high clarity and very effective of the P values are .905, .457, .658, .727,
.563 and .972 respectively. Since, P value is greater than 0.05 the null hypothesis accepted at 5%
level of significance. Hence, concluded that there is no association between the Monthly Income of
the respondents and Relevance factors in Effectiveness of TV ads on Consumer Purchase Decision.

Findings, suggestions and conclusion coolie, house wives, etc. and minimum 8%
Findings of the respondents are agriculturalist.
1. It is concluded that maximum 45% of the 7. It is concluded that maximum 49% of the
respondents are living in rural area and respondent‘s monthly incomes are earned
minimum 21% of the respondents are below Rs. 10000 and minimum 10% of the
living in semi urban area. respondents are above Rs.30000.
2. It is concluded that maximum 60% of the 8. It is concluded that maximum 52% of the
respondents are male and minimum 40% respondents are in case of joint family and
of the respondents are female. Hence, the minimum 48% of the respondents are in case
researcher concluded that majority of the of nuclear family.
respondents are female. 9. It is concluded that maximum 72% of the
3. It is concluded that maximum 71% of the respondent‘s family sizes are 3 to5and
respondents are belongs to the age group minimum 11% of the respondents are upto 2.
of below 30 years and minimum 4% each 10. It is concluded that there is close
of the respondents were under the relationship between the personal factors of
category of 41 to 50 years and above 50 age of the respondents and Relevance factor
years respectively. in the TV ads like The Ad Convincing me,
4. It is concluded that maximum 52% of the The Ad is true & believable, The Ad is
respondents are married and 48% of the Remembering & not easy to Forget, The Ad
respondents are unmarried. Hence, the is Highly Relevant, The Clarity of the Ad is
researcher concluded that majority of the very High and The Ad is very Effectiveare
respondents are belongs to married associate of the Purchase Decision.
people. 11. It is concluded that there is no relationship
5. It is concluded that maximum 33% of the between the personal factors of Educational
respondents are PG level educational Qualification of the respondents and
qualification and minimum 4% of the Relevance factor in the TV ads like The
respondents are illiterate. Clarity of the Ad is very High is not
6. It is concluded that maximum 29% of the associate of the Purchase Decision.
respondent‘s occupations are others like
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International Journal of Business and Administration Research Review. Vol.I, Issue No.2, Nov-Jan2014.
 Research paper IJBARR
ISSN No. 2347 – 856X

12. It is concluded that there is close 13. It is concluded that there is close
relationship between the personal factors relationship between the personal factors of
of Occupation of the respondents and Monthly Income of the respondents and
Relevance factor in the TV ads like The Relevance factor in the TV ads like The Ad
Ad Convincing me, The Ad is true & Convincing me, The Ad is true &
believable, The Ad is Remembering & believable, The Ad is Remembering & not
not easy to Forget, The Ad is Highly easy to Forget, The Ad is Highly Relevant,
Relevant, The Clarity of the Ad is very The Clarity of the Ad is very High and The
High and The Ad is very Effective are Ad is very Effective are associate of the
associate of the Purchase Decision. Purchase Decision.

Suggestions does it effectively with its audio visual

1. It is concluded that a maximum level of strength for the marketers. Quality of the
respondents are giving positive impact on advertising messages increases the
relevant information about the product is involvement level of the audience. This
one of the factor in effectivenessof TV Ads study results revealed that the relevant
on consumer purchase decision. information is due to ads effectiveness and
2. The company or Advertisement providers consumer expectations fulfill through ads in
must concentrate on true information about effective manner leads to purchase decision.
the products at the same time Ad has been References
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