AMITY SCHOOL OF BUSINESS

Noida, Uttar pradesh

NTCC
“SUMMER INTERNSHIP”
TOPIC:
THE EFFECT OF ADVERTISING ON CONSUMERS
ACCEPTABILITY OF NEW PRODUCT
(WITH REFERENCE TO TOP TROVE FOUNDATION)

UNDER THE GUIDENCE OF

MR. ARPAN SINHA
(FACULTY GUIDE)

BY:
NAME: RADHA SHAH
ENROLLMENT NO: A3906419392
BATCH: 2019 – 2022
SECTION: A
ROLL NO: 48
 DECLARATION BY STUDENT

This is to certify that I, Radha Shah of BBA 2019-22 Batch, Amity School of
Business, Amity University Uttar Pradesh, Noida have worked under the
guidance and supervision of Mr. Arpan Sinha for summer internship project.
The report has the requisite standard for the partial fulfilment of the Graduate
Degree in Business Administration. To the best of my knowledge no part of this
report has been reproduced from any other report and the contents are based on
original research. I am aware that in case of non-compliance, Amity School of
Business is entitled to cancel the report.

Signature
Name of the Student- Radha Shah
Enrollment No.- A3906419392

CERTIFICATE OF FACULTY APPROVAL

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I Mr. Arpan Sinha hereby certify that Radha Shah student of BBA at Amity
School of Business; Amity University Uttar Pradesh has completed the ntcc
summer internship project report on the effect of advertising on consumer’s
acceptability of new product (with reference to Top Trove Foundation) under
my guidance. She has put all the efforts with so much dedication and hard work
to complete this report within the limited time.

Signature
Mr. Arpan Sinha
Amity School of Business

AKNOWLEDGEMENT

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 I express my sincere gratitude to my faculty guide Mr. Arpan Sinha for his able
guidance, continuous support and cooperation throughout my project, without
which the present work would not have been possible.

TABLE OF CONTENT
S. no. CONTENT Page no.

1. Chapter 1 5 – 13
Introduction

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 2. Chapter 2 14 - 15
2.0 Literature review
2.1 Findings of literature review
3. Chapter 3 16
Research gaps
3.0 Research questions
3.1 Objectives of study
3.2 Research hypothesis
4. Chapter 4 17
4.0 Research methodology
5. Chapter 5
5.0 Data analysis 18 - 24
5.1 Discussion on findings
6. Chapter 6
6.1 Summary on findings
6.2 Conclusion 25 – 27
6.3 Recommendation
6.4 Limitations
6.5 Discussion on future scope
7. References 28

8. Annexure 29 – 30

CHAPTER 1
INTRODUCTION
Advertising is the way of communicating with the consumers of a product or services. It is
the backbone of marketing which involves promoting or introducing a product or services to
reach the target consumers or buyers of the product through different platform such as radio,

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television, social media, magazines, newspapers etc. In today’s world nearly everyone is
influenced by advertising and promotions. Advertising plays an important role in promoting
products to the target customers specially when the products are new in the market.
Advertising or promotions are used to sell products and services to the customers, promote
brands, promote political candidates, promote any special cause or social problems. Any
organizations may it be private or public communicate with their target consumers for
success. Advertising is one of the methods by which they can do so. Making the products and
services available for the people and getting in their choices needs a proper marketing
strategy. The strategy should be more effective than the competitors so, people choose your
products over theirs.
Social media has become a common trend among people these days. Mostly everyone is
using social media. It can be used very effectively to promote any things throughout night. It
is also helpful in creating awareness about something or making things go viral.
Organizations can use social media to promote products and services. Young generations get
highly influenced through social media. They like to follow and catch the speed of new
trends. Social media can also play a vital role in getting feedbacks and reviews by which
organizations can improve their products and services. Through social media organizations
can reach large audience within a minute. Therefore, social media marketing or digital
marketing are the current and future trends in marketing.
As we have seen nowadays many businesses have come up on online portals as per the
demand of young generation. To attract more people towards their brands, organizations are
using digital marketing which best for online businesses. From buying grocery items to any
electrical appliances everywhere we search for reviews on internet and buy them online
whether to save time or you are too lazy to go outside. Digital marketing also plays an
important role in education sector. As nowadays we see the growing use of internet and social
media among people. They play an important role in influencing people. Most of the students
use internet and social media so, it become easier to reach them through it. Education sectors
such as schools, universities and other educating platforms are using the internet effectively
to reach out students.
Online platforms are best for promotions and advertising as they are easily accessible by
anyone, organizations can take feedbacks and reviews from their customers, they can reach to
more audience in very short period of time, it is cost effective as compared to traditional
methods of advertising etc. therefore as per the demand and situations online advertising is
best for organizations to promote their products and services. Mainly in education sector
online advertising can play a vital role in attracting students.

1.1 ABOUT THE COMPANY

TOP TROVE FOUNDATION is a private company establish in 2021. It is a non-profit
company aims to provide education throughout the globe. The company aims to develop an

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individual in every terms. It helps students to develop their skills and guide them in their
every step of career development. The company is initially available on online portals so, it
can reach audience worldwide to meet their target. The company work to build a leadership
quality in students through different workshops and initiatives. Their priority is their students.
To work for their welfare and help them to achieve their goals. They want to educate students
as much as possible. They believe that students are the assets of the nation and in Top Trove
they believe in developing these assets.

1.2 MODERN ADVERTISING METHODS

Over time, advertising has developed wisely and has now become a huge intricate mode of
communication. Nowadays, there are many ways that can be utilized by a business to convey
their words to audience. This implies there are plenty of choices to be made by an
advertisement department when they want to promote and advertise their products or
services. The internet has granted numerous alternatives and most advertisement departments
are eager to exploit the advantage of these latest techniques to get benefits.
Some of the modern advertising methods that can be productive are:

1. Digital or Online Advertising

At the time when we are surfing internet and different websites, we come across
different advertisement. Such as, we see ads in between while watching videos online.
These are normally the form of online advertisements. They began as a small one,
however have extended to incorporate web banner advertisements, which are similar
announcements on streets. There are video advertisements also that we discover on
different social medias such as Facebook, Instagram, twitter etc.

2. Mobile Advertising
A commonly new version to the era of latest advertising strategies is mobile
advertising. Despite the fact that it is very new, there is no arguments that it is ruling
the advertisement market. This is because of the way that there has been a drastic
increase in the utilization of cellphones like smartphones and tablets. As indicated by
the CEO of Orange Label Advertising, mobile advertising can have an amazing effect
when done the correct way and is turning out to be well known rapidly. The latest
trends in mobile marketing include the use of various social media platforms such as
snapchat, Instagram, Facebook, twitter etc.

3. Print Advertising
Once print advertising was considered as an enormous driver of sales, yet it has to
occupy the seat behind digital marketing techniques. So, it doesn't imply that this type
of advertising has lost its effect. When it is joined with digital marketing, print
advertising can also perform well in increasing sales and promoting products. There
are sub-classifications in print advertising such as:
 Direct Mail Advertising: This advertising mainly refers to the print
advertisements which are send straight to customers through mails.

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  Brochures, Flyers, and leaflets: These are used when the organizations need to
provide more important information to the customers as they create more
impact on customers than a newspaper.
 Periodical Advertising: This advertising is done through newspapers,
magazines or on anything which is published regularly.

4. Testimonials and Endorsements

The latest and strong advertising techniques presented in the recent years is the hiring
of celebrities or famous personalities and other significant figures in the
advertisements. Getting a strong character to promote and prescribe the products and
services has become an effective method to influence people get engage with products
and services.

5. Outdoor Advertising
It is not a new technique for advertising but still is precise for promoting, it actually
stays compelling and is broadly utilized. It is called out of home promoting; this term
means to advertisements that target the customers when they are outside. This can
incorporate transport cover banners, bulletins, fly banners etc.

1.3 ADVERTISING METHODS USED IN TOP TROVE FOUNDATION:

DIGITAL/INTERNET ADVERTISING
Top Trove Foundation is a private online company providing online courses to students
throughout the globe. When it comes to target the audience globally it becomes very difficult
for any company to reach customers individually to promote their products or services. Other
advertising techniques such as outdoor advertising, endorsements, print advertising etc. are
not a cup of tea for any company to promote their products and services through these
advertising portals. The only advertising techniques which are applicable in this situation are
digital or online marketing/advertising and mobile advertising. Hence, Top Trove Foundation
uses these emerging techniques to introduce and promote their products to their customers
globally. They effectively use social media platforms such as Facebook, Instagram, twitter,
YouTube, WhatsApp to promote and advertise their brand, products and services.
The company was established in 2021 itself and through these marketing techniques they
already have more than 50,000 students buying and taking their courses online. So, by this
data we can see that how effective and rapid is digital marketing. Internet not only helps the
companies in promoting their products and services but also help to recruit employees and
exchanging words with them. Nowadays, from hiring employees to giving salaries everything
is done through digital platform which have made everything very fast and easy. The
company also hire various employees online again through online social medias such as
LinkedIn.

POWER OF INTERNET/DIGITIALIZATION

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Amazon is one of the most successful online retailers of this
generation which don’t have inventory. Over the years it has
attracted millions of customers and delivers almost every
product that a person needed to their doorstep.
Uber is the world’s largest taxi company booked online by
customers with the fact that it doesn’t own any of the taxies.

Facebook and Instagram: they some of the most used and

popular social media in this time with the fact that the owner
does not make any content on it.

Oyo and Airbnb in the present day they are the most successful
network for providing accommodations, thou the owners do own
any of the hotels.

We can’t touch the currency of the world’s largest bank

but can have it in our bank accounts. The non-other
than bitcoins.

1.4 ADVANTAGES OF DIGITAL AND ONLINE ADVERTISING

1. Increase customers loyalty
Holding and satisfying existing customers are as much as important as attracting
people and making new customers. Digital marketing helps in frequent
communication with the existing customers and taking their reviews and feedbacks
for improvement. Through digital platforms it becomes easy to customers to contact
the company and share their views anytime which helps to increase customers loyalty.

2. Individual email offers

When company get to know their customers individually, they can send gift coupons,
discount offers through their personal mail individually which will make the
customers feel special and valued.

3. Social media engagement

Digital marketing allows customers to follow the companies and brands on social
medias by which the companies can get their regular access. People frequently scroll
new feeds on social medias and will come to the posts which are shared by the
company itself which a very easy way to stay connected with the customers through
social medias. The feeds and content shared by the companies inspires the people to
buy their products and services.

4. Obtain better conversion rate

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 Digital advertising is very cheaper than traditional advertising in comparison.
Traditional advertising includes paying a huge amount to TV, radio, magazines,
newspapers to advertise the products which eventually decrease the profit rate. But
digital advertising just needs an internet in any device which is affordable by all. The
company can reach even the lower-class people of the society. The companies can
improve their advertising conversion rate more efficiently than traditional adverting.

(Source: asset digital communication)

5. Effectively measures the result

When a company advertise something in the newspaper it is very difficult or nearly
impossible to them to know exactly how many of them have seen the advertisement
but in digital advertising the company can exactly see the number of people seeing the
advertisement. Which makes a company easier to know on which to focus and invest
on.

1.5 DISADVANTAGES OF DIGITAL ADVERTISING

1. Technical viewing problems
There are many technical errors with internet faced while using it, sometimes the
server is down or the site don’t get load which don’t allow the customers to see the
ads. The slow connection or customers not having proper applications installed in
their device to see the advertisements is also a major issue and technical problem.

2. Customers ignore advertisements

Rarely anyone don’t hate the ads which comes between the videos we are watching or
the ads coming in between the playlist. Likewise, there are many such moments when
we ignore the advertisements. Many times, customers even feel irritated with the
advertisements and remove them and there is also an option to remove ads.

3. Customers getting distracted

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 When we visit websites there are many other things distracting us such as latest
Bollywood gossips, updates about upcoming shows etc. which seems more interesting
than the advertisements posted by the companies.

4. To many options
Like offline advertisement there are many competitors on online portals too.
Customers have many more options to choose from increasing the competition. The
company should know very well that which type of advertisements get more audience
attention to grow digitally.

5. Can be expensive
Many times, the company had to go for paid promotions digitally so they can reach
more audience. They need to pay the parenting blogs for advertising on their portals
which may be costly and also have to pay the bloggers to promote their products and
services.

1.6 SALES STRATEGY USED IN TOP TROVE FOUNDATION

For any company it is mandatory to have a unique sales strategy to convince the customers
and sell their products and services to them. Top Trove Foundation was just established in
2021 and have already collected more than 50,000 students worldwide. Few of its sales
strategy which I came across working in the company are as follows:

1. Getting touch with existing customers:

They usually convey their existing customers to influence more people for buying
their courses. They say them to give their true reviews about their company.
2. Using social media:
To attract more and more customers, they do social media marketing and get sales
from it. The customers who are interested message them and buy the courses directly.
3. Using messaging platform like WhatsApp:
The managers working for them contact the customers through WhatsApp and try to
influence them properly so they can buy the courses.
4. Providing free courses:
The company to attract many customers is initially providing free courses to the
customers. So, they can have a better experience and don’t hesitate to buy the courses
on paying for them.
5. Providing good services to the customers:
They guide the customers at every step so they don’t get stuck in middle. The
employees of the company are very cooperative and humble to the customers.

1.7 CHALLENGES FACED BY ADVERTISING

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Budget limit
All most every company other than multinational companies or big brands have limited
budget because of which they aren’t able to hire famous celebrities to endorse their brands or
they don’t have enough money to pay for different advertising mediums such as newspapers,
magazines, radios and televisions. So, they lack behind in the market as they are not known
to anybody properly, they are mostly ignored though providing better products than other
brands. But still a company can rise by right and appropriate techniques and a proper
platform for them.

Huge competition
There are many companies providing similar products. When a person even goes to buy a
toothpaste, he has to choose among hundreds of products. Consumers gets attracted only to
that product which have put a big impact on them through advertisement because consumers
come to know about the product through advertisements. The company’s product should be
better than their competitors so consumers choose them over others. The advertisement
should be honest and reliable.

Ad blockers
These are one of the biggest obstacles in digital and online advertising. These are type of
program which allow users to block the advertisements which come in middle while viewing
some pages. Due to which the companies are not able to convey their messages to the
consumers.

Less exposure
Nowadays, we have to pay for everything. Similarly, the brands have to pay all the medias to
advertise their products and brands on them. Before social media didn’t charged any money
so it was a heaven for marketers to promote their products and reach larger audience in very
short period or time. But now they have to pay for every advertisement they do on social
medias or anything. They even have to pay to reach large audience. Due to which brands are
getting in problems as they to pay a huge amount to social medias for advertisements to
promote their products and brands resulting in less exposure to audience.

1.8 INFLUENCE OF ADVETISING ON CONSUMER BUYING BEHAVIOR

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Advertising highly influence consumer buying behavior as it has a persuasive nature. The
advertisements create awareness among people for a product and helps to attract buyers. The
advertising id responsible for creating desire among consumers. There are many positive
impacts of advertising on customers as they get to know what, when and where should they
buy a product. The advertisements help us to buy a correct product as it provides us all the
information about the product and we can also see reviews and feedbacks of the products.
Advertising can persuade, inform and remind a consumer to buy a product. It plays an
important role in developing dreams of consumers to buy any product. advertisements attract
the attention of the consumers. It also helps consumers to buy good product of good brand.
The advertisements provide us information such as products and services quality, quantity,
color, name. It also provides information such as benefits, price and ingredients used in the
products.
Advertising spread social messages and promote a better lifestyle among consumers which
force a consumer to buy the product so they can have better lifestyle. The advertisements are
made after analyzing people lifestyle and by analyzing it they advertise the products in such
away that consumers think by purchasing the product they can develop their lifestyle as
shown in the advertisements. Advertising creates a thinking on people that the more money
they spend on products their lifestyle will be more developed. For example, Apple’s iPhone is
the sign of luxury according to the advertisements so people who wants to have a luxury life
will purchase it.

1.9 EFFECT OF ADVERTISING ON CONSUMERS ACCEPTABILITY OF

NEW PRODUCT OF TOP TROVE FOUNDATION
As we came across that the Top Trove Foundation uses digital advertising
methods so, here are some reasons that how this effect on consumers
acceptability of new products.
1. Digital helps consumers to know about currents world
We know that the world is changing regularly. There are many new products,
services, trends emerging day to day. Through digital advertising consumers come to
know about new companies and can also see how genuine are these company. They
see the products and services on different sites and medias, search about the same and
buy it. Digital platforms are verified so, the consumers feel secure to buy the new
products and services.

2. Digital Advertising offers convenience and fast service

Nowadays everyone wants to do their work fast. People are having very busy life.
They want everything to be done quickly and don’t waste their time. So, digital
advertising allows customers to see the marketed products or services at their own
time whenever they want. It may be any emails or social media feeds they feel
convenient with it and if they want to buy the product, they can buy it in a minute. So,
it doesn’t matter whether the product is new or old if they feel good, they will buy it.

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3. Digital advertising helps to build a better relationship
As the internet is growing consumers can get more access to the company’s
information. They can know everything about the company it doesn’t matter whether
the company is new or old, which results in developing opinions about the companies
and brands. The customers even ask about the products when they are interested in it
which build a relationship among companies and consumers. It also helps to build
trust among the audience. The customers can see about the products and companies
which help them to get more familiar with company and the products very fast. So,
they feel comfortable and buy the new products and services.

4. Digital advertising provides 24/7 access

We can have access to the internet 24/7. Consumers can have an access to the internet
whenever they want. So, they come across different new products and services which
the companies are advertising and get more information about it. They also see the
people engage to the advertisements and make their mind to but the products. They
can know about the company anytime they want. It makes easy for consumers to buy
the products and services what they want and whenever they wish.

5. Digital advertising provides the audience with many options

When we are viewing some products online, we see number of similar products. The
consumers can compare the products with one another and if the new product is nice
and better, they buy it. People usually want to try new products. Nowadays consumers
want to have more and more options so, they can meaningfully differentiate among
them and buy it.

6. Can have advantages over their competitors

The company developing and launching new product online can see the reviews and
feedbacks of similar products from different consumers. By which the company can
see their drawbacks and make their product better. They can also learn from them
how to present the products online so it can attract the customers and the company
can sell the new products in very short period of time.

CHAPTER 2

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 LITERATURE REVIEW
Jennifer Rowley, Brendan James Keegan, [2020] overviewed SLRs in the field of social
media advertising, they evaluated the purpose and process to set the SLR and present them on
the social media. They stated that purpose of SLR includes: developing concept and support
research and practices.
Katherine Taken Smith, [2012] stated that digital marketing is more effective in influencing
consumers buying behavior. There are growth and development of the companies by using
digital marketing but the strategies should be deemed positively to online generations.
Nina Koiso-Kanttila, [2004] concluded that digital products are increasingly the part of the
market. The key characteristics of digital advertising are easy access, fast speed, quick
interaction, access to information and essentially less costly.
Chaffey et al, [2009] stated that digital marketing or internet marketing is an achieving
marketing as it have different qualities which makes it better than traditional marketing. It
helps the company to achieve its target easily and in advanced way with its new digital
techniques.
Chaffey, [2013] stated that digital advertising uses different techniques which help a
company in their marketing activities to improve the knowledge of customers by identifying
their needs.
Waitman, [1996] said that the companies have known the importance of digital advertising
that to become successful they will have to go online above the traditional methods of
advertising.
Pepelnjak, [2008] stated that digital advertising helps in measuring the results of
advertisements done by the company digitally, they get to know the total number of people
who have viewed their advertisements which was not possible in traditional advertising. He
also said that digital advertising is most cost effective.
Patrick De Pelsmacker, Sophie Van Tilburg, Christian Holthof, [2018] stated that digital
marketing indicates the reviews and affect both valence and volume of reviews. Digital
marketing helps in monitoring online reviews.

2.1 FINDINGS OF LITERATURE REVIEWS

By these literature reviews I got to know many new things about digital advertising/online
advertising. Digital advertising is the method of advertising which is done through internet.
Digital marketing is the technology of present and future as this or upcoming generation is
also term as online generation. People are easier to find online than in real life. Everyone has
a smartphone in their hand. They all are addicted to social medias such as Facebook,
WhatsApp, Instagram, Twitter etc. rarely anybody see tv or listen to radios. Even magazines
and newspapers are coming online. So, it is not bad to say that this generation is online
generation.
Once there was a time when people use to see tv, newspapers, magazines and notice the
advertisements in it and but the things by getting influenced with it. But slowly with the

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changing time everyone is using different social media and are using internet for the same
thing. Digital advertising has successfully occupied the space of traditional advertising.
Digital marketing has many advantages which are stated by these authors such as it is cost
effective, helps the company to reach larger audience in short period of time, consumers feel
more secure and safe by using it, helps the company to get reviews and feedbacks and also,
they can communicate with individual customers at any time.

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 CHAPTER 3
RESEARCH GAPS
3.1 RESEARCH QUESTIONS
1. Does advertising have impact on consumer buying behavior?
2. What are the types of advertisement used by Top Trove Foundation?
3. What are the challenges faced by advertising?
4. How advertising influence consumers to buy new product?
5. Does advertising have positive impact on consumers?

3.2 OBJECTIVES OF STUDY

1. To get information about different advertising techniques which can improve product
and services acceptability among the customers.
2. To know various advertising techniques used by Top Trove Foundation.
3. To examine the impact and influence of advertising on consumer’s buying behavior.

3.4 SIGNIFICANCE OF THE STUDY

1. It will help the companies to discover their mistakes in advertisements and work on it
for better performance.
2. It will help them to know the best way of advertising in limited cost.
3. It will create awareness among people about the advertisements.
4. It will help the companies to know the upcoming challenges in future in the field of
advertising and make them aware of it so they can work on them beforehand.

3.5 RESEARCH HYPOTHESIS

In this research, the hypothesis formulated would be as follows:
Ho1: Advertising has no effect on consumer buying behavior.
Ho2: There is no appropriate advertising for Top Trove Foundation.
Ho3: There is no relationship in advertising and consumers product acceptance.

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 CHAPTER 4
RESEARCH METHODOLOGY
The data type used are:
Primary and Secondary method
The descriptive research design is followed to gather the information for this research paper.
As it is a research method which describes the content of the topic and let us know what is
being studied by us. Online questionnaire was made to take the survey of customers of Top
Trove Foundation on how digital marketing help them to accept new products.
The Exploratory research design is a research which is used to look into a problem which is
not defined properly and aims to suggest better ideas on the same.

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 CHAPTER 5
DATA ANALYSIS
For doing a survey of consumers, a questionnaire was made and distributed randomly to 70
peoples. All the responses were collected and the result was noted.
1. The questionnaire provided an age range of 18-21 years, 22-25 years and 26 above
respectively. The results were follows:
18-21 years = 53.7%
22-25 years = 35.8%
26 and above = 10.4%

figure (i). Age of respondents

2. There many advantages of digital marketing over traditional marketing. Mostly

people find it more convenient to use or see because we just need to switch on our
mobile phones or tablet to see it. This was a multiple-choice question using the Likert
scale. The statement was “you find digital marketing better than traditional
marketing”. Consumers had to select the most appropriate response matching their
views such as strongly agree, agree, neutral, agree and disagree. So, for this statement
none of them were disagree or strongly disagree. 15.7% respondent were strongly
agreed, 42.9% were agree and 35.7% believed it to be neutral.

figure(ii). Digital marketing v/s traditional marketing

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3. Advertising is a way in which a company communicate with consumers about their
products and services. The advertisements contain many details about the products
some may be fake or true. So, to check the views of people the question was asked
whether they believe in advertisements or not. It was a yes/no question. 75.7%
respondents said they believe in advertisements and 24.3% respondents said they
don’t.
Hence, we can see the number of respondents who believe in advertisements are very
high.

figure(iii). Believe in advertisements of not?

4. Online shopping is more convenient than offline shopping because it saves time, gives
many options etc. so, to take the views of respondents on the same the statement was
given “you find buying things online more convenient than offline”. It was a multiple-
choice question using Likert scale. 18.6% respondents strongly agreed to the
statement, 41.4% respondents agreed to the statement, 30% were neutral to it, 8.6%
were disagreed and none of them were strongly disagreed.

figure(iv)online purchasing more convenient than offline

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5. Advertising is done through different medias such as television, radio, internet,
newspaper, billboards etc. but which one gets consumers attention is a point to be
noted. To see this, we asked the question “which advertising media gets your
attention?” to the respondents. The options given were television, radio, internet,
newspaper and billboards. The results obtained were as follows:
Advertising medias Responses no. percent
Television 12 17.1%
Radio 0 0%
Internet 56 80%
Newspaper 0 0%
Billboards 2 2.8%
Total 70 100.0%

figure(v)medium of exposure

6. Advertising influence consumers to by the products and services. To see whether this
statement is true or not a question related to it was asked. The question was “is your
purchase decision affected by the advertisements?”. 64.3% of respondents agreed and
35.7% of respondents do not. The more numbers of respondents said yes so, the
statement is true.

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 Figure(vi)advertising influence on consumers

7. There is a disadvantage in social media advertising that sometimes consumers get

irritated with it and ignore the ads because there are many more things on social
media which are more interesting. To find whether the advertisements are interesting
or not a statement was given to respondents to choose an option which matches to
them according to it. The statement was “the ads visible on social medias you used are
interesting”. 10% respondents strongly agreed, 47.1% respondents agreed, 25.7% had
neutral opinions, 12.9% disagreed and very few nearly 0% strongly disagreed. As a
greater number of respondents agreed to it the statement is valuable.

Figure(vii). social media advertising interest level

8. Advertisements provide us nearly all the information about the product. We check all
the information about the products before buying it. So, to check the level of
satisfaction of respondents a question was given “What is your level of satisfaction
after purchasing an advertised product?”. 10% respondents were very satisfied, 35.7%
respondents were satisfied, 45.7% respondents choose neutral and very less
percentage respondents were unsatisfied.

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 figure(viii). Level of satisfaction

9. The digital advertising is helpful to us as we can read reviews and feedbacks about the
products and then decide to buy or not. To check whether this statement is valuable or
not a question as given in the questionnaire “Do you read reviews and feedbacks
before purchasing anything?”. 92.9% respondents said yes and only 7.1% of
respondents said no by which we can know that the statement is highly true.

Figure(ix). Usefulness of feedbacks and reviews

10. Advertising is a very useful tool for a company to introduce their products to the
consumers. It should be eye catchy and informative more when your product is new
because it the time when you can make a place in the market. So, to see the
acceptability of new product through advertising a question was given “Will you
accept the new products if their advertisement is attractive?”. 60.9% of respondents
said yes and 39.1% of respondents said no. Hence, advertising can make a new
product acceptable to the audience.

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 figure(x). effect of advertising on acceptability of new product

11. To be clearer with question 10 a question was asked to respondents whether they
have tried a product from a new company or not. 77.1% of the respondents had tried a
new product and only 22.9% of respondents haven’t.

Figure(xi). Purchasing a new product

5.1 DISCUSSION ON FINDINGS FROM THE ANALYSIS

Advertising is a main tool for marketing any products, services or brands. There is different
medium for advertising such as television, radio, newspapers, magazines, internet, billboards
etc. Advertising can even make a new product shine through out the night in the market. It is
the main reason for a company success. By this survey/analysis we found many things about
marketing which are as follows:
Advertising provides almost every information to the consumer so they can purchase best
product according to their choice. Advertising highly influences consumers to buy the

23
products as they have a persuading power. The advertisements should be honest and reliable
so it can hold the customer for long period of time and so the costumers believe them. Hence,
they should be able to win the trust of the costumers.
Nowadays advertisements are available everywhere from morning newspaper to late night
YouTube videos we come across numbers of advertisements. The advertisements are visible
from number of exposing medium such as on television, billboards, mobile phone etc. by
which consumers are exposed to advertisements numbers of time a day. Which is a positive
sign for any company.
Digital/internet advertising has left behind traditional advertising techniques. In the survey
we came across people highly give attention to the advertisements which are on internet.
Because this generation is an online generation everyone has a smartphone and internet
access in their hand by which they are on multiple social medias and on websites where they
see thousands of ads daily.
Consumers purchase decisions are highly affected by advertisements as they influence them
too much. Advertising has a power to persuade, inform and grab the attention of the
consumers. They analysis the lifestyle and every step of consumers to advertise in such a way
that we get attract with it. They show us a better lifestyle while using their products to us so,
we feel to buy the same product so we can have better lifestyle.
Advertising is so impactful that it can make us accept even a new product of a market. In the
analysis we found that the number of people who bought new products were many more than
those who ignored it. It is happened due to the advertisements providing adequate
information and winning the trust of people in short period of time so they buy their product.
It doesn’t matter whether the product is new or old the content or information delivered to the
consumers should be attractive and persuasive. The brand should showcase their product in
such a way that it enters the choice of people. Hence, we can say advertisement plays an
important role in acceptability of new product by customers.

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 CHAPTER 6
6.0 SUMMARY OF FINDINGS
Advertising is very important for a success of a company as it help them to reach their target
audience. I came to know about different methods of advertising and how they are helping
different companies to promote their products and brands. Advertising helps a company to
introduce their products and brands to the target consumers. The different medium used for
advertising are television, radio, internet, billboards etc. these all helps a company to promote
their products and brands. Through them the company get a recognition in the market.
Advertising plays an important role in consumers accepting a products and brands. It helps a
consumer to know everything about the products and the brands. They give important
information of a products such as the quality, quantity, ingredients used, how to use the
product, how it is useful for anyone etc. so the consumers get well informed and have a desire
to buy the product. Today in this generation digitization has taken place of everything so
digital advertising is also occupying in the market as everyone uses social medias and internet
by which it has become easy for a company to reach a larger audience in a short period of
time. It also helps consumers to read reviews and feedbacks before buying any product.
The Top Trove Foundation is also using digital advertising method so it can attract
consumers from whole world and provide them their services. Digital advertising is helping
them to reach a larger audience in a minimum budget and time. The company is very new in
the market and doing very well which has happen only because of proper use of advertising.

6.1 CONCLUSION
Advertising is the main ingredient in of making any product launch successful in the market.
It plays a vital role in making consumer by a product or services. Advertising creates a desire
and will among consumers for a product to purchase it. It has a power of persuasion. A

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company can use it as a tool to force consumers to buy and like their products, services and
brands. We have been grown seeing many different kinds of advertisements all of them are
very influencing.
Advertising highly effects a consumer buying behavior as it influences a person to purchase
the advertised product by interrelating the products with people lifestyle and conveying
people that the product can help them to lead a luxury lifestyle as their role model.
Advertising is responsible for creating a need of something to person. They advertising shows
how our life can be changed with the product and sometimes we tend to buy more products
than requirement. Advertising can also create a will to earn more so they can by all those
advertised products for a better lifestyle.
A company like Top Trove Foundation, which is totally new in the market. Advertising can
help them to sale their products and services like an established company. Advertising can
finish the differences of new and old product concept because sales depend on how a product
and services is advertised to people. If it is good and attractive people will surely purchase it
if it is fulfilling all the qualities of a good product than there is no problem in purchasing a
new product. In very short period of time the Top Trove Foundation is able to get more than
50,000 students purchasing their courses which is only possible by proper advertisement. It
influenced consumers to buy their products and make them grow in the market. Digital
advertising has high scope in future as per rising technology and development. So, companies
should take proper steps and develop themselves so they can compete with the future and
become successful.

6.2 RECOMMENDATION AND SUGGESTION

Advertising is something which is constantly very important for any company whether in
past, present or future. The importance of advertisements will never decrease as it the only
way that a company is able to introduce their product and communicate about the product to
the consumers. The strategies which were used for advertising a product or brands in past is
not same in present similarly the strategies and techniques used in future will be more
advanced than today.
I would suggest the Top Trove Foundation to adopt the latest technology of advertisements
and also be ready for upcoming technologies which will be more advanced and will require
more skills and advanced technology. The company should be fully prepared with all the
required resources to adopt the new technologies in future. the company should work with the
same speed of time. They should hire new brains in the company. The company should use
new advertising methods such as digital advertising and social media advertising. They
should use them to the extent to reach larger customers and audience and use all its benefits
because it the technology of future. The company should adopt these advertising methods.
They should try new technologies such as conversational advertising which will take huge
place in future.
Allover I would like to suggest the company to focus on their advertising methods which the
only way to bring and attract consumers to their products and brands. They should work on it

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for better improvement and growth of the company. The company should work on their
limitations and make sure they don’t lack behind in the market.

6.3 CURRENT LIMITATION

Current limitations for advertising are lack of resources, less exposure on internet, many
organizations have budget limit they can’t spend much on advertisements because currently
adopting new technologies may be costly as they are not much sources of them, less
technology available, most of the people lacks the knowledge of using new devices and see
the advertisements, as being new technology very less people trust on them so it will take
many times to build trust among people etc. these are some of the limitations on advertising
in current days. But by the time every limitation will be vanished as day by day there is a rise
in technology and development so as in advertising. The Top Trove Foundation is a new
company so it has many limitations such as it lacks resources and have very less budget. The
company can only advertise through social medias it cannot try other paid advertisements
presently. It also has less manpower in the company which is gradually increasing.

6.4 DISCUSSION ON FUTURE SCOPE OF RESEARCH

Advertising is a technique which is developing day by day. As it evolved from newspapers,
televisions, radios, billboards to internet and social medias it will keep evolving and
developing with the time in future. The research has provided us different findings which can
be used by the company to develop their techniques with the time be capable to survive in the
market for long period. It will help the company to understand their problems and
opportunities so they could work on them.
We can see rise in digitization so the company can prepare themselves for the same. They
should focus on current trends which are consumers looking for because this is the only way
they can strong their roots so no other things blow them. The company should hire new
talents who can understand the future generation well and work accordingly.
There are many future scopes for advertising for companies such as:
Social media advertising
There is high scope for social media advertising in future. as we can see nowadays there are
many social media platforms evolving day by day. Before there was only Facebook but now,
we have Instagram, telegram, twitter, snapchat etc. and more left to come. Day by day the use
of social media is increasing. There will be a day when every single person will have access
to social media accounts. So, by understanding this the company should go for it. There are
numerous of benefits of advertising on social medias such as the company can reach larger
audience in a minute, it is less costly in compared to other advertising, they can get feedbacks
and reviews for the improvement, they can build better relationships with their customers, it
is more convenient etc.
Conversational advertising

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Conversational advertising is a technique or way to engage with people visiting websites and
making them leads with dialogue-driven activities. It is totally new technique evolved which
take a huge space in advertising world. Conversational marketing helps the company to have
better relationship with their consumers by constructing trust and loyalty through
conversations and making purchasing methods easy and smooth as they can. This can be one
of the most new and future method of advertising. Companies can develop their skills and
techniques so they can use these methods for their improvements.

REFERENCES
1. Hudders, L., Van Reijmersdal, E. A., & Poels, K. (2019). Digital advertising and
consumer empowerment. Cyberpsychology: Journal of Psychosocial Research on
Cyberspace, 13(2).
2. Jobs, C. G., & Gilfoil, D. M. (2014). A social media advertising adoption model for
reallocation of traditional advertising budgets. Academy of Marketing Studies
Journal, 18(1), 235.
3. Madhavan, V., & George, S. (2020). PERCEIVED INTRUSIVENESS IN DIGITAL
ADVERTISING: LITERATURE REVIEW AND RESEARCH
AGENDA. International Journal of Management (IJM), 11(12).
4. Divya, M. T., & Sahoo, M. S. THE EFFECT OF ADVERTISING ON CONSUMER
ACCEPTABILITY OF NEW PRODUCT.
5. Simkins, T. J., & Allen, B. J. (2020). Illicit to legal: marijuana as a de-stigmatising
product and the role of social acceptability in new product
adoption. Innovation, 22(4), 447-468.
6. Wind, J., & Mahajan, V. (1987). Marketing hype: A new perspective for new product
research and introduction. Journal of Product Innovation Management, 4(1), 43-49.
7. Kannan, P. K. (2017). Digital marketing: A framework, review and research
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 9. Rowley, J., & Keegan, B. (2017). Looking back, Going forward: the role and nature
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social media marketing. Journal of Information Science, 46(6), 725-738.

ANNEXTURE
Questionnaire
Question 1: Name
Question 2: Age
Question 3: You find digital marketing better than traditional marketing.
Options:
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
5. Strongly disagree
Question 4: You find buying things online more convenient than offline.
Options:
1. Strongly agree
2. Agree
3. Neutral

29
 4. Disagree
5. Strongly Disagree
Question 5: Will you accept the new products if their advertisement is attractive?
Options:
1. Yes
2. No
Question 6: Is your purchase decision affected by the advertisements?
Options:
1. Yes
2. No
Question 7: Do you read reviews and feedbacks before purchasing anything?
Options:
1. Yes
2. No
Question 8: Which advertising media gets your attention?
Options:
1. Television
2. Radio
3. Internet
4. Newspaper
5. Billboards
Question 9: How often are you exposed to advertisements?
Options:
1. Everyday
2. 2 – 3 times a week
3. Once a week
Question 10: Do you believe in advertisements?
Options:
1. Yes
2. No
Question 11: What is your level of satisfaction after purchasing an advertised product?
Options:
1. Very satisfied
2. Satisfied
3. Neutral

30
 4. Unsatisfied
5. Very unsatisfied
Question 12: Have you ever tried a product from a new company?
Options
1. Yes
2. No

CERTIFICATE OF COMPLETION

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