Advertisement Effect On Children ANCHAL MALIK

ADVERTISMENT INDUSTRY IN INDIA
The Indian advertising industry has evolved from being a small-scaled business to a full-
fledged industry. The advertising industry is projected to be the second fastest growing
advertising market in Asia after China. It is estimated that by 2018, the share of ad spend
in Indias Gross Domestic Product (GDP) will be around 0.45 per cent.
The Indian government has given tremendous support to the advertising and marketing
industry. Advertising expenditure is likely to increase in the financial sector, driven by
Reserve Bank of India (RBI) policies which could result in a more favourable business
environment. Also, proposed licences for new banks and better market sentiments render
the advertising and marketing industry in India a fertile space.
Market size
Print contributes a significant portion to the total advertising revenue, accounting for
almost 41.2 per cent, whereas TV contributes 38.2 per cent, and digital contributes 11
per cent of the total revenue. Outdoor, Radio and Cinema make up the balance 10 per
cent.
Indias digital advertisement market is expected to grow at a compound annual growth
rate (CAGR) of 33.5 per cent to cross the Rs 25,500 crore (US$ 3.8 billion) mark by
2020.*
The Internet's share in total advertising revenue is anticipated to grow twofold from eight
per cent in 2013 to 16 per cent in 2018. Online advertising, which was estimated at Rs
2,900 crore (US$ 435 million) in 2013, could jump threefold to Rs 10,000 crore (US$ 1.5
billion) in five years, increasing at a compound annual rate of 28 per cent.
Recent Developments:
GroupM, the US-based advertising media company, has acquired a majority stake
in MediaCom India, a joint venture between GroupM India and Madison Media
group's principal shareholder Sam Balsara, for an undisclosed amount.
Dubai-based Iconiction Ltd plans to enter the Indian retail analytics space in
partnership with local entrepreneur Mr Anil Hirani, to set up Iconiction India Ltd.
Flipkart, India's largest e-commerce marketplace, has re-entered the private label
business by launching Smart Buy, with a view to boost earnings and fill gaps in
its product selection.
ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

Cognizant Technology Solutions has announced the acquisition of Mirabeau BV,
a Netherland-based digital marketing and customer experience agency, which is
expected to expand Cognizants capabilities in digital business domain in
Netherlands and Europe.
The Indian Railways is working on a new advertising policy aimed at installing
100,000 big digital screens at 2,175 railway stations across the country, which is
expected generate Rs 11,770 crore (US$ 1.76 billion) revenue annually.
Times Internet Limited plans to invest US$ 100 million in development of smart
marketing technology platform Colombia, which will serve its marketers to
engage with around 200 million digital users per month.
Zarget, a Software-as-a-Service (SaaS) based conversion rate optimisation start-
up, has raised US$ 1.5 million in seed funding from Accel Partners, Matrix
Partners and Freshdesk Inc's founder Mr Girish Mathrubootham, which will be
used to build more marketing related tools.
Snapdeal.com, one of Indias largest and fast growing e-commerce companies,
has acquired TargetingMantra (Insightful Pvt. Ltd), which is a Gurugram-based
marketing and personalisation services company, as part of its plan to enhance
the experience for its customers.
Indian Railways has appointed Ernst & Young (EY) as a consultant to discover
its advertising potential, which is in line with the Railway Budget proposal of
increasing non-fare earnings to over Rs 5,000 crore (US$ 750 million) in five
years.
MoMark Services, a mobile based customer engagement platform for small and
medium businesses, has raised US$ 600,000 from YourNest Angel Fund and
LNB Group, to scale up its product offerings and talent acquisition.
Tata Motors has appointed renowned football player Lionel Messi as the global
brand ambassador for Tata cars and utility vehicles globally, with an aim to tap
the youth market and expand visibility and presence of Tata Motors in newer
markets.
Advertising agency J Walter Thompson has launched its global digital agency
network 'Mirum' in India which will provide services such as strategy and
consulting services, campaigns and content, experience and platforms, analytics

and innovation and product development, with the target to increase non-
traditional media revenues to 40-45 per cent from 35 per cent currently.
DDB Mudra Group has planned to launch Track DDB, a brand that addresses
the data-led world of marketing communications, which will provide services like
creative, data and digital analytics, database marketing, CRM, digital and mobile
marketing in India.
All India Radio (AIR) has appointed releaseMyAd as a virtual agency to let
advertisers book ads for all of AIRs station online.
Google is all set to help India implement Prime Minister Mr Narendra Modi's
"Digital India" initiative, and the government has a well laid out plan to realise it,
said Google's Chief Internet Evangelist Mr Vinton G. Cerf. Digital India is Rs
1.13 trillion (US$ 16.95 billion) government initiative that seeks to transform the
country into a connected economy, attract investment in electronics
manufacturing, and create millions of jobs and support trade.
As companies look for better productivity and increasing efficiencies in a tough
market environment, market research firm Nielsen has launched its first
consumer neuroscience lab in India at its Mumbai headquarters. The
neuroscience lab will augment the company's research capabilities in packaging
and research, improving their effectiveness.
MPS North America LLC, the US subsidiary of Bengaluru-based publishing
solutions provider MPS Ltd, has acquired Electronic Publishing Services Inc.
(EPS), a New York-based firm with interests in content creation, art rendering,
design and production. The deal will allow MPS to strengthen its foothold in
North America.
Jaipur-based Girnar Software Private Limited, which owns and operates the
website CarDekho.com, announced that it has raised US$ 50 million in its second
round of funding. The funding was led by Hillhouse Capital with participation
from Tybourne Capital and Sequoia Capital.
ZipDial has become the first Indian technology product startup to be bought by
Twitter in what is the third such deal led by a global corporation following the
acquisitions by Facebook and Yahoo. The ZipDial deal is expected to cost
Twitter US$ 34-35 million. This feature is expected to help Twitter reach people

who will come online for the first time in countries such as Brazil, India and
Indonesia, mostly using a mobile device.
Telecom major Axiata's subsidiary, Axiata Digital Advertising (ADA) has
formed a joint venture with US-based advertising tech firm Adknowledge to get
into the US$ 47 billion digital ad market in the Asia Pacific region and has
identified India as a 'key' market.
Government Initiatives
The Governments of India and Canada have signed an audio-visual co-production deal
which facilitates producers from both countries to harness their collective artistic,
technical, financial and marketing resources, and encourage exchange of culture and art
between the two countries. The agreement is also likely to lead to better promotion of
Indian locales for shooting films. "The agreement will also lead to the transparent
funding of film production and boost export of Indian films into the Canadian market,"
as per the agreement.
India and Poland are seeking to enhance cooperation in the digitisation and restoration of
film archives. This was decided in a meeting between Mr Bimal Julka, Secretary of
Information and Broadcasting, India, and a delegation from Poland led by Ms
Malgorzata Omilanowska, Secretary of State. The two countries will form a joint
working group that will help improve cooperation in fields such as student exchange
programmes, animation, films and digitisation, among others. Mr Rajyavardhan Singh
Rathore, Minister of State for Information & Broadcasting, has announced that Indian
government has planned to increase advertising spend on the digital platform which will
help increases the governments presence in digital media.
Road Ahead
The advertising and marketing sector in India is expected to enjoy a good run. Growth is
expected in retail advertisement, on the back of factors such as several players entering
the food and beverages segment, e-commerce gaining more popularity in the country,
and domestic companies testing out the waters. The rural region is a potentially
profitable target. For instance, in the automobiles sector, the focus of two-wheelers on
rural areas could mean more launches and more advertising spends. The telecom sector
could see growth as well, driven by better smartphone penetration and service providers
cutting down on prices.

INTRODUCTION TO TOPIC
A consumer is the central point in business. Now a days attracting & satisfying
customers is the most difficult than producing the goods. For any products, many brands
are available in the market. Every company wants to increase its market share. Now
buyers dominate the market. So sellers have to make a lot of efforts to attract & to
persuade the persons to purchase its products & services. Advertising is an important
means to influence consumers attitude & purchase behavior. Advertising increases
brand familiarity, develop brand image & helps the organization in increasing its market
share. Advertising is to invest resources in purchase time or space in mass media such as
T.V, Radio, and newspapers, magazines that helps to promote the companys product or
services.
MEANING OF ADVERTISING:
The term advertising is derived from L1atin word averters, which means to turn
attention towards a specific thing. The dictionary meaning of the word advertising is to
announce publicly or to give public notice. In other words, it may be interpreted as to
attract the attention of the people concerned to a specific thing, which has been
announced, by the advertiser. In this way advertising is turning the attention of the
people towards product, services, and ideas by an identified sponsor.
The simplest meaning of an advertisement is that it is a public announcement. In
earlier times, to advertise meant to announce publicly. Some advertisements even today
just inform the public for example: - classified advertisements give information about
sale of second hand vehicles, property accommodation, matrimonial, public notice,
tender notice, recruitment advertisement etc.
The aim of every business is to earn a profit & this aim can casualty be achieved
by selling goods at reasonable prices. The sales are possible only if the target audience
knows about the availability of goods & they are persuaded to buy it. All this is possible
through advertising which is deliberately action to popularize the product or service.

DEFINATIONS OF ADVERTISING:-
Some important definitions are as follows:-
1) American Marketing Association has defined advertising as, Any paid form of
non-personal presentation & promotion of goods, services or ideas by an
identified sponsor.
2) According to Philip Kotler, Advertising is non-personal form of communication
conducted through paid media under clear sponsorship.
3) According to C.L.Bolling, Advertising can be described as the art of creating
demand for an article or service.
4) According to Stanton, Advertising consists of all the activities involved in
presenting to a group, non-personal, oral, written or visual, openly sponsored
message regarding a product, service or idea.
From these above definitions it is concluded that advertising is non-
personal presentation of ideas, goods or services by an identified sponsor for the
purpose of including the people to buy them.

MEASURING ADVERTISING EFFECTIVENESS
All Advertising efforts are directed mainly towards the achievements of business,
marketing and advertising objectives i.e. to increase the sales turnover and thus to market
the maximum profit. The advertiser spend lakhs of rupees into this advertising activity.
In the background of all these efforts, is an attempt to attract the customer towards the
product through advertising.
The effectiveness of advertising in a particular media may also be measured
in any of the following ways:
By giving different address to different media.

Different newspaper may be selected for advertisements of different departments.
Coupon blank etc. may be provided with the advertisements.
Enquiry from consumers should mention the name of the source of information. The
technique is known as keying the advertising.
Role Of Measuring Advertising Effectiveness

We allocate a huge budget to our advertising activity. The main objective of
this allocation is to increase sales & profits of the firm. The multivariable forces
influencing sales make it almost impossible to measure high precision the sales effect of
advertising. Consequently to most advertising research measures the characteristics of an
advertisement such as exposure, the ability of receiver to comprehend, retain and believe
in advertisement. If all of these characteristics are present in an advertisement, it can be
inferred that the advertisement is effective in generating sales. Measuring the
effectiveness, however is not an easy task. It still a complex problem and no scientific
method can be applied precisely particularly, in India conditions in which the advertising
industry is growing because its problems are closely related to the economics and culture
problems of the country.

IMPORTANCE OF MEASURING THE EFFECTIVENESS OF ADVERTISING
To Get the Cost Benefit of Advertising :
The Cost of advertising is mounting day by day and consequently
profits are being squeezed. So, the top management should be concerned about the
cost benefits of advertising in various items of expenditure in the balance sheet of the
company, the contribution of which cannot be measured in term of sales or
profitability. Its contribution in terms of sales or profitability can only be estimated to
a reasonable extent. Due to high costs of materials and wages, strangulated by higher
over-heads & taxes, the management is reasonable in not approving any expenditure
on advertisement which is not likely to bring in additional sale, resulting in additional
profits. The main concept is that additional cost of advertising must produce
additional profit &, therefore, the advertising should prove its contribution in total
marketing efforts like any others allocation of corporate resources or else the
advertising expenditure will be set arbitrarily or be slashed drastically. So, if the
management measures the effectiveness of the advertising campaign, it should
compare the cost with the contribution received. The cost must be linked with the
benefits derived, if contribution of any advertising campaign is higher, it means the
cost benefits are higher and advertisement is effective.
To Justify the Investment in Advertising :
The expenditure on advertisements is considered to be an investment. In any
investment decision planning, there is always a statement of objectives which are spelt
out in detail, together with the nature and size of the return expected on investment. The
case of investment in advertising is no more different. Advertising is a marketing
investment and its objectives should be spelt out in similar manner, clearly indicating the
results expected from the campaign. The rate and size of the return should be determined
in advance. If the expected rate of return is achieved in terms of additional profits, the
advertisement can be considered an effective one. In order to justify the investment in
advertising, the management makes an attempt to measure the effectiveness of the
advertisement.
To Compare the Results with the Objectives and Goals :

Advertising objectives and goals and two distinct terms must be
distinguished. An objective is a broad aim; a goal is specific and quantified objective.

The objective is not measurable where as the goal is. Generally, the objective of
advertising are warded vaguely in general terms such as to increase sales or profits
or to expand our market share to maintain a favorable attitude of the company and
its product. Evaluation of these objectives is not possible. If these objectives are
stated in terms of the quantity or the amount of sales or percentage of total market
shares these are measurable in terms and effectiveness can be measured. If the goal
have been achieved the advertising may be said to be effective. The results are
compared with the goals and if the actual performance is better, the advertising is
effective otherwise, it is ineffective.
To Know the Communication Effect :

The effectiveness of the advertisement can be measured in terms of
communication effects on target consumers or audience. The main purpose of
advertising is communicated the general public, and existing and prospective
consumers, various information about the product and the company. It is therefore,
desirable to seek post measurements of advertising in order to determine whether
advertisements have been seen or heard or in others words they have communicated
the theme, message of appeal of the advertising. Clearly if the advertisements are not
seen or heard or are low in communication ability relative to advertisements for
comparable products, the advertising is probably is ineffective and change is called
for. It is not enough that advertising is seen or heard, the advertiser needs also to
know the degree to which prospects retain messages and have been induced to
develop favorable attitudes towards the product advertised. Thus, if the
advertisements succeed in communicating the desired information and developing
the favorable attitude, the advertising is effective.
Compare Two Markets :

Advertisers frequently seek to evaluate alternatives types and amounts of
advertising by experiments is so-called test markets and results are contrasted with
other markets- so called control markets- which have been had the regular advertising
programme. The measurements made to determine results may be measurements of
change in sales, change in consumer attitude, change in dealer display, and so on
depending upon the objectives sought by the advertisers. Although experimentation

in test markets provides an excellent means for testing alternative advertising
approaches to see if they are effective in actual operations, the measurements made
are actually measurements of the effectiveness of the sales promotional programme
as a whole rather than measurements of the effectiveness of the advertising itself.
Basis of Planning :
Measuring the effectiveness of the advertising is done with a view to improve
the advertising plan by having a comparative view of the objectives set out in the plan
and the objectives or goals achieved during the course of execution of the plan. If the
achievement is higher an attempt should be made to maintain the position and if there is
an unfavorable attitude, this should be avoided by making the necessary adjustments in
the goals or by improving the functioning of the various activities. These variations-
favorable or unfavorable may form the basis of the new advertising plan. Variation is
must and it should be located properly and then corrective steps should be taken. Thus
measuring the effectiveness is necessary for the planning.
Thus, we can conclude that measurement of effectiveness of advertising is

necessary otherwise the whole planning process will be disturbed. For this purpose,
many tests and surveys are conducted, necessary data are collected and are used
extensively in the decision making process. On the basis of the information collected
during the course of surveys, necessary so that it may fetch the maximum out of its
limited resources.
i. Before after with Control Group Design

This classic design uses several test and control cities. In this design two types of
cities are selected. Cities in which advertising campaigns are affected may be named as
test cities and other cities may be called central cities.
First of all, the normal sales level is calculated for both types of cities prior
to advertising campaigns, and then the advertising campaigns is presented to test cities
and not the central cities. The effect of advertising campaign, can then, be measured by
subtracting the amount of post campaign figure of sales from the pre campaign sale
figures in test cities

A BEFORE-AFTER WITH CONTROL GROUP FOR MEASURING THE
EFFECTIVENESS OF ADVERTISING CAMPAIGNS.
Test Cities Control Cities
Pre Campaign Measure of Sales YES YES
Advertising Campaign YES NO
Post Campaign Measure of Sales YES YES
The Difference of post and pre campaign sales in cities is the result of
advertising and all others factors that affects the sales. In control cities, the difference of
these two sales shows the affect of other factors except advertising. By subtracting the
sales differences in the control cities from those in test cities, a tolerably accurate
estimate can be gathered of the effect of advertising only on sales provided that the test
and the control cities are reasonably comparable.
ii. Multivariable Experimental designs

While the experimental design yields a reasonably accurate estimate of the effects
of the advertising on sales, it not successful in explaining the success or failure of the
campaign itself. Multivariable designs produces these explanations and are, therefore
used by some very large firms because of their diagnostic value. Fig below shows the
multivariable design.

A MULTIVARIABLE EXPERIMENTAL DESIGN FOR MEASURING THE
EFFECTIVENESS
OF ADVERTISING CAMPAIGNS.
No Newspapers Newspapers
No Radio Radio No Radio Radio
No T.V No T.V No T.V No T.V

T.V T.V T.V T.V
No. Outdoor (1) (2) (3) (4) (5) (6) (7) (8)
Outdoor (9) (10) (11) (12) (13) (14) (15) (16)
(The Figure Shown in Brackets shows the areas number)
The power of this multivariable factorial design is explained by G.H. Brown,

former Fords Director of Marketing Research. For any single medium, eight possible
geographic areas have been exposed and eight have not been exposed. Thus in this
experimental model it is possible to evaluate how each individual medium behaves alone
and in all possible combinations with other media.
Mr. Brown, has explained the functioning of this model as follows:

If identical dollar expenditure (at national rates) are established for each medium, areas
1 will share no advertising expenditures; areas 2, 3, 5, and 9 will receive advertising
expenditure at the same dollar rates; areas 4, 6, 7, 10, 11 and 13 will receive advertising
at twice this dollar rate; area 8, 12, 14 and 15 at three times the dollar rate; and area 16 at
four times this dollar expenditure.
This type of factorial design is capable of measuring the effectiveness of all

combination of media used, as well a four different levels, of advertising expenditures.
For these reasons, it is a very efficient design. However the complexities and the costs
involved make it impractical for all except very big advertiser.

Indirect Measure:
As it is very difficult to measure the effect of advertising on companys
profits or sales, most firms rely heavily on indirect measures. These measures do not
evaluate the effect of advertisements directing on sales or profits but all other factors
such as customers awareness or attitude or customer recall of advertising message affect
the sale or profits or goals of the business indirectly. The assumption of these measures
is that favorable change in customer awareness, attitude and recall will lead in some way
or the other to the attainment of greater sales and profits or whatever is the primary
object of these marketing an corporate strategy. This assumption, in turn, is based upon
universal human behavior that is by no mean firmly established. It is quite obvious if we
make a house wife aware of the brand, she will not necessarily go for the purchase of
brand immediately. If she buys the brand, it may not be due to the advertisement. There
may be certain other factors that instigate him to buy the product.
Despite the uncertainties about the relationship between the intermediate effects
of advertising and the ultimate results, there is no other alternative but to use indirect
measures. The most commonly measures are:
Exposure to Advertisement
In order to be effective, the advertisement must gain exposure.

The management is concerned about the number of target audience who sees or hears the
organization message set in the advertisement. Without exposure, advertisement is bound
to failure.
Marketers or advertiser may obtain an idea of exposure generated by the

medium by examining its circulation or audience data which reveal the number of copies
of the magazine, newspaper or journal sold the number of persons passing the billboards
or riding in transit facilities, or the number of persons living in the television viewing or
radio listening area, and the number of persons switching on their T.V and radio sets at
various points of time. This number can be estimated by interviewing the numbers of the
audience for different media.

The audience and circulation data, as collected by the advertiser, may be further
classified by such variables as the age, income, occupation and areas of residence of the
audience or reader population and the advertiser can estimate the approximate number of
target consumers that are exposed to advertising messages. Another means of gauging
exposure is readership or listener surveys in which interviewers ask the listener or reader
whether they have read or viewed the advertisements.
Attention or Recall of Advertising Message Content
This is one of the widely used measure of advertising results. Under

this measure, a recall of the message content among a specified group or groups
of prospective customers is measured within 24 hours of the Exposure of the
advertisement.
Attention value is the chief quality of the advertising copy the

advertisements cannot be said to be effective unless they attract the attention of
the target consumers. There are two methods for evaluation the attention getting
value of advertisements. One is Pre-Test and the other is Post-Test
In a Pre-Test evaluation, the consumers are asked to indicate the

extent to which they recognize or recall the advertisement, they have already
seen. This test is conducted in the laboratory setting. Here consumers read, hear
or listen to the advertisement and then researchers ask question regarding the
advertisement just to test the recall and then evaluate it.
In Post-Test method, the consumers are asked questions about the

indication of recognition or recall after the advertisement has been run.
These measures assume that customers can recall or recognize what they
have viewed or listened to. Various mechanical devices are being used in the
western countries which provide indices of attention such as eye-cameras etc.

Brand Awareness
The marketers who rely heavily on advertising often appraise its
effectiveness by measuring the customers awareness about the particular product or
brand. The assumption of this type of measure is that there is a direct relationship
between the advertisements and the awareness. This type of measure is also subject to
the same criticisms as is applicable to direct measures of effectiveness measures because
awareness is also not the direct result of the advertisements. It is also effected by many
others factors. But, for new products, changes in awareness can often be attributed to the
influences of advertising.
Comprehension
Consumers generally use advertisements as a means of obtaining
information about the product, brand or the manufacturer. They cannot be
informed unless they comprehend the message. Various tests for valuating
comprehension are available.
One is recall tests- an indicator of comprehension because it is evident
that consumers of this variable is to ask questions about subjects how much they
have comprehended a message they have recently heard or seen. One may
employ somewhat imprecise test of the comprehension of a newspaper and radio
advertisement. One may ask typical target consumers from time to time such
questions like what did you think of our new commercial? and Did it get the
message across ?.The answers of these questions will provide sufficient insight
into advertising decisions making.
Attitude Change
Since advertising is considered to be one way of influencing the state of
the mind of the audience towards a product, services or organization, the results
are very often measured in terms of attitudes among groups exposed to
advertising communication. Several measures are used ranging from asking the
questions about willingness to buy the likelihood of buying to the measurement
of the extent to which specific attributes are associated with a product.
This involves the measurements of attitude of the customers towards the
product, service or organization in question both before and after the appearance

of the advertising. This may be a pretest or post test efforts. For gauging the
attitude changes, attitude scales are used .A typical scale contains questions like
:-
NIRMA Detergents is:-
Expensive------------- Inexpensive
Strong------------- Weak.
A Good Brand------------- A poor Brand.
The measuring instrument normally contains 51-20 scales. These techniques

(Called a semantic technique) provide a useful means of measuring attitudes in
short period of time. Others methods of measuring attitudes change are recall and
enquires. The assumption underlying these methods are that consumers generally
recall or inquire about what they prefer or to which they have a favorable attitude.
Action
One objective of advertisement may be assumed to be to stimulate action
or behavior. The action or intention to take an action may be measured on the
intention to buy measuring instrument. Under this type of measure, consumers
are asked to respond why they are interested in purchasing the product or brand.
Their responses may include such points as the following regarding the product
under consideration-
I already own it.
I have no intention to buy the product.
I hope to buy it soon or within a year.
I will probably buy it sometimes in the future.
I am sure, I will never buy it.
The classification and analysis of such responses will show the extent of the
intention of consumer towards the action they had in mind about the product and are
indicative of expected future purchasing activities.
One type of action that advertisers attempt to induce is buying behavior. The
assumption is that if an increase in sales follows a decrease in advertising expenditure,

the change in sales levels are good indicators of the effectiveness of advertising. Logic
suggests that measurement of sales is preferable to other measurements.
Thus, these above measures are used to evaluate the effectiveness of the
advertisements. It seems from the analysis of the above methods of measuring
effectiveness that directly or indirectly changes in sales or profits are taken as the
measuring rod of effectiveness of the advertising. After all, however, advertisement is
done either to increase or maintain sales either directly or indirectly.
PRE-TEST & POST-TEST OF ADVERTISING COPY
Almost every firms spends thousands of rupees on advertising every year, it is

very much pertinent to know the effectiveness of the advertisement copy. The main
purpose of every advertising is to arouse the interests of the people in the firms product
can everyone be perused by the same advertisement? Or will the same advertisement
satisfy all types of people? The simple answer is in negative because people differ so
greatly in their wants, in the economic and others motives which actuate them, and in the
various ways by which their interest is aroused. It is why some advertisements are more
effective than others. The amount is spent on advertising not only because the
advertisement does not get to the right people but because it carries an appeal which does
not interest those to whom it goes. An often quoted remark about advertisement is that
half the money spent on advertising is wasted; but no one knows which half.
Every one in the business heavily relies upon the advertisement to influence the
mind emotions and actions of the people favorably towards the product or brand or an
idea. Though advertising is expensive yet it is vital to every business for it success. The
advertiser wants that the audience should see or read his advertisement with interest so
that it may arouse their demand, desire and action. For this purpose, advertising copy
research is done to see how will an advertisement succeeds in attracting the attention and
stimulating the desire and action of the people for whom it is made and how will it
delivers the intended message about a product or an idea. Advertisement copy is done to
be sure of its effectiveness.

Copy Testing
Copy testing is a tool involving a procedure where the effectiveness of an
advertisement is measured before it appears in its final form, during and after its
exposure to the audience to determine whether and to what extent, it has accomplished
its assigned task. In this way the copy testing is a method used to control the
effectiveness of future advertising.
Types of Tests
Copy tests can be grouped a Pre-Tests and Post-Tests.
Pre-Tests are made before an advertisement has been run. It can be done at three stages:
i. At the beginning of the creation process,
ii. At the end of the creation process, and
iii. At the end of the production stage.
The main purposes of such testing are to measure the effectiveness of different
presentation of the message including alternative presentations of the single theme. Such
tests help one to choose the best form of advertisements before incurring the expenses
and the risk of presenting it on a full scale run. They are intended to discover the plus
and minus points of an advertising campaign and of the individual advertisement.
The tests which are made after the campaign has been launched are generally
known as Post-Tests. These tests are conducted to determine the effectiveness of an
advertisements after it is published. Post-Tests measure the impact of the message. They
seek to discover which advertisements and what elements of various advertisements get
the best response, what position produces better results, what medium or issue of a
medium pulls better or how well a whole advertising campaign is progressing. Such tests
provide information about whether a brand name or the selling theme of a given
advertisement or advertising campaign penetrated the readers mind and the extent of its
penetration.

REVIEW OF LITERATURE

REVIEW OF LITERATURE
The Internet has attracted companies in different industries to market products and
services. However, many companies have become disenchanted with the Internet, as they
have not achieved the commercial potential anticipated. Some suggested the Internet is
better suited for interpersonal communication and personal sites rather than for
marketing products. However, researchers suggest that value-based advertising is the key
concept behind their success. The paper reviews the nature and role of value-based
advertising as applied to advertising on the Internet.
Introduction
Since 1996, The World Wide Web has captured significant public attention. Exponential
growth in Internet hosts and personal computer adoption has led to dramatic increases in
online activity. There are 88 million Internet users in the United States. This number is
expected to reach 143 million by the end of 2004. Millions of people are online for
various reasons such as sending e-mail (52%), reading news (22%), surfing on the web
for fun (21%), buying products (4%), participating in auctions (3%), and finding friends
(2%) (Internet Advertising, 2001).During the growth process, marketers recognized that
the Internet was a medium for reaching millions of potential customers. Since then,
marketers have adapted valuebased advertising strategies to the Internet. Advertising
revenues in 2000 were reported at $8.2 billion in the United States. This has been
achieved in just six years. Forecasters predict that advertising revenues will top $14
billion by the year 2002 (Netvalue, 2000).
Additionally, advertising on the Internet has created opportunities for businesses
to develop new services and products (Hanson, 1999). However, many companies have
become disenchanted with the Internet since they have not achieved the commercial
potential promised. Some have suggested that the Internet is better suited for
interpersonal communication and personal sites rather than for commerce. Some reports
indicate that companies are removing their ads and writing off their investment with
executives questioning whether the potential is real or just hype.Hence, the purpose of
this paper is to review the nature of value-based advertising as it applies to the Internet.

Value-based advertising is advertising that is planned strategically to fulfill customer
needs and expectations. It is reflected in the quality of web sites and their content and the
level of consumer involvement with the product (Ducoffe, 1996). Value-based
advertising meets the needs of consumers to aid in making decisions as to whether or not
to purchase an item whether it is a high involvement or low involvement product.
Regarding the Internet, Berthon, Pitt, and Watson (1996) and Lamb, Hair and McDaniel
(1996) suggest that marketers need to understand the true nature of this medium to
enhance its effectiveness. They add that value is a factor that plays an important role in
the overall effectiveness of the web sites. Value relates directly to the quality of the data
provided on the site. Barker and Groenne (1996) investigated the type of value strategies
being used on the Internet and concluded that value in Internet advertising is provided in
three ways: information, entertainment and purchase facilitation. Furthermore, the
authors argue that the level of customer involvement should be taken into consideration
when selecting the type of value strategies to implement. This assertion is consistent with
those of Rossiter, Percy, and Donovan (1991). , and with the Elaboration Likelihood
Model Traditional consumer behavior literature would suggest that intense product
information is vital for high involvement product web sites, while entertainment content
may be more fit for low involvement product sites Additionally, the primary reason fo r
distinguishing between high and low product involvement is that habit, intuition and
convenience sometimes guide the actions of consumers rather than rational
considerations (Lamb, 1996).
Value-Based Content in Advertising

Many researchers have studied the content of advertising in traditional media to develop
effective value-based strategies. Aaker and Norris (1982) state that an advertising
message can be either image/emotional/feeling or informational/rational/cognitive.
Howard (1989) indicates that examining high versus low involvement situations is the
basic criteria before selecting an advertising strategy.
Ducoffe (1996) notes the importance of value-based ads in the traditional media and
defines an advertising message as an exchange of communication as well as an exchange
of value between a company and potential consumers. Furthermore, Ducoffe suggests

that from a consumer point of view, a satisfactory exchange is one where the value
of the advertising itself is considered to meet or exceed expectations. According to
Ducoffee (1996, p. 22), advertising value is an overall representation of the worth of
advertising to the consumer. (Ducoffee, 1996, p. 22) In their research, Stayman, Aaker,
and Bruzzone's (1989) revealed that 47 percent of television viewers watch an ad
because of its information content and 45.6 percent watch it because it is entertaining.
Ducoffe (1996) affirms that from consumers perspective, the ability to supply
information is the primary reason for watching advertising.
Howard (1989) further explored the role of advertising content and argued that the more
pleasure, arousal and dominance in advertising content, the more effective the
advertising. In another study, Ducoffe (1996) found that the value of entertainment lies
inits ability to fulfill the emotional needs of the audience.g
This review covers a wide range of issues related to tobacco in nine subject areas:
demand, supply, and trade of tobacco leaves, demand for cigarettes, cigarette advertising,
cigarette taxes, social costs of smoking, economic significance of tobacco industry, and
farm issues associated with tobacco control. To select for the most relevant literature for
the review, first, key words were used to search for articles related to the nine topics
from three large databases: Arcola created by the National Agricultural library of the
United States Department of Agriculture, National Smoking Data Base maintained by
the Office on Smoking and Health of Centres for Disease Control and Prevention in the
United States, and Ecolit (economic literature) available at the library of Kansas State
University. The abstract and full text of each identified study were then reviewed, and
results from the reviewed study summarized. The study period covered by this review is
between 1985 and 2000, but a few important studies conducted before 1985 are also
included.

RESEARCH METHODOLOGY

OBJECTIVE OF THE STUDY
The objectives of the study are interrelated & can be easily deducted from one
and other. The fallowing is the main
Primary objectives:
To find out which type of programs are liked by children.
To know which type of advertisement are preferred by children.
To discover whether studies of children are affected by watching T.V.
To point whether the advertisement change the behaviour of children.
To stress the suggestion to make the advertisement more effective.

RESEARCH METHODOLOGY
My topic for this project report is about "Effects of Advertisement on

Children". In research methodology problem is solved in a systematic way. It may be
understood as a science of studying how research is done scientifically.
Research is an art of scientific investigation. It is basically a careful investigation for

search of new facts in any branch of knowledge. Research is an academic activity & as
such the term should be used in a technical sense. According to Clifford woody research
comprises defining & redefining problems, formulating hypothesis or suggested
solutions, collecting, organizing & evaluation data, making deductions & reaching
conclusions, and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis. In this project packaging is major and dispatching, labeling etc
are the theme.
Research Design : A research design is the arrangement of conditions for

collection and analysis of data in manner that aims to combine relevance to the
research purpose with economy in procedure. It is a framework, which
determines the course of action towards the collection and analysis of required
data. It may be described as the conceptual structure with in which the research is
conducted. I have adopted Descriptive Research as well as Exploratory design
for analysis of data. I have tried my best to analyze last years sales, production
and other financial figures so that I will come with real conclusion of packaging
effects and project objectives.
Time Schedule : As cold drinks area is very vast and it is very difficult to study
the whole system in just few weeks so as according to my limitation I divided the
whole topic into small different modules and decided to study each of them
separately, so that the in-depth knowledge is covered under this report. In first
weeks I tried my best to be familiar staff, collecting basic data, observed
working(packaging specially), cross check the data given. In the last weeks I start
preparing my report by arranging, analyzing, self audit the report and at last come

with final output of findings, suggestion and conclusion.
Data Collection : Data Collection can be broadly classified into two categories:
Primary Data : Primary Data are those collected a fresh and for first time
and thus happen to be original in character important primary data are:
o Observation Method
o Interview Method
o Unstructured Questionnaire
This whole is initially collected and observed by me.
Secondary Data: Secondary Data are those which have already been
collected and which have already been passed through the statistical
process, secondary data can be collected from :
o Books
o Journals & Magazines
o Websites
Sample Design :
Target Population : Local Consumers/Customers
Sample Unit : Children
Sample Size : 200 Children in age group of (10-18 years)
Sampling Technique : Non Probabilistic Sampling (Convenient
Sampling)
Sample Area : Yamuna Nagar

COLLECTION OF DATA
This is the first step in the process. It forms foundation of the whole data.
Source : Individuals
Communication Method : Local Market Survey
Telephone Directory provided by
Yamuna Nagar.
Objectives : Gathering Maximizing
Relevant Information
1. ORGANISING THE DATA

The data collected during data collection process are organized and presented in a
comprehensible sequence to make them more meaningful.
2. PRESENTATION
After the data has been properly organized, it is ready for presentation. There are
different modes of presentation like tables, charts etc. The main objectives of
presentation are to put collected data into an easy readable form.
3. ANALYSIS OF DATA
After organizing and presenting the data, the researchers then has to proceed
towards conclusion by logical inferences. The raw data is then analyzed:
* By bringing raw data to measured data.
* Summarizing the data.
4. INTERPRETATION
Interpretation means to bring out meaning of data or to convert mere data into
information. From the analysis of data the various conclusions are find out on the
basis of logical inferences.

LIMITATIONS/CONSTRAINTS OF THE STUDY
The major limitations of my study are: -

1. Limited Time :- Although the staff of Ballarpur Industries Ltd, was very efficient
and highly cooperative and they devoted enough of their valuable time on us but
because of time constraint I was not able to devote as much time with their
staff/employees.
2. Secrecy :- Some of the information was kept confidential and was not disclosed to
any person whosoever. Such as policy about change in design, colour etc.
3. Lack Of Comparative Data :- Just on to the basis of Packaging we cant come out
more fact and figures with the competitors.
4. In spite of these difficulties we still put our best efforts in try to do the full justice to
the subject matter and in completion of the report.
5. Respondents shifted to another place resulting to unavailability of their address, some

of the customers got shifted to some other places,so their new address will not be
available.
6. Respondents we confounded sometime to give proper information. Many

respondents were not able to answer he proper questions being asked confidently, as
they were confused.
7. Data collection through journals and magazines were not also simple as it needed
intensive and expensive research

DATA ANALYSIS
&
INTERPRETATIONS

DATA ANALYSIS & INTERPRETATIONS
RESPONDENT'S CLASSIFICATION ACCORDING TO AGE
Table 4.1
Age No. of Respondents Percentage

10-12 25 12.5
13-15 45 22.5
16-18 130 65.0
Total: 200 100
Fig. 4.1
Interpretations
Table 4.1 reveals that 12.5% of respondents are in age group of 10-12, 22.5% of
respondents are in age group of 13-15 and 65% of respondents are in age group of 16-18.
It shows that majority of respondents are in the group of 16-18.

RESPONDENTS CLASSIFICATION ACCORDING TO SEX
Table 4.2
Sex No. of Respondents Percentage

Male 75 37.5
Female 125 62.5
Total: 200 100
Fig. 4.2
Interpretations :
Table 4.2 shows that 37.5% of respondents are male and 62.5% of respondents
are female. It shows that majority of respondents are female.

RESPONDENTS CLASSIFICATION ACCORDING TO CLASS
Table 4.3
Class No. of Respondents Percentage

X 20 10
XI 55 27.5
XII 125 62.5
Total 200 100
Fig. 4.3
Interpretations:
Table 4.3 Shows that 10% of respondents are in X class, 27.5% of respondents are in
XII class & 62.5% of respondents are in XII class. It shows that the majority of respondents are
in XII class.

RESPONDENTS CLASSIFICATION ACCORDING TO NO. OF T.V SETS.
Table 4.4
No.of T.V. Sets No. of Respondents Percentage

1 140 70
2 60 30
3 0 NLL
Total 200 100
Fig. 4.4
Interpretation :
Table 4.4 Shows that 70% of respondents are having are T.V. Set and 30% of
respondents having two T.V. sets.It shows that the majority of respondents having only
one T.V. Sets.

RESPONDENTS CLASSIFICATION ACCORDING TO SIZE OF T.V. SETS
Table 4.5
Class No. of Respondents Percentage

14-16 35 17.5
17-19 20 10
20-22 145 72.5
Total 200 100
Fig. 4.5
Interpretations :
Table 4.5 reveals that 17.5% of the respondents having the T.V. sets of 14-16
inches, 10% of the respondents having the T.V. sets of 17-19 inches 72.5% of the
respondents having T.V. set of 20-22 inches. It shows that the majority of respondents
having 20-22 inches size of T.V. set.

1). DO YOU WATCH T.V. ?
Table 4.6
Do you watch T.V.? No. of Respondents Percentage

Yes 200 100
No 0 0
Total 200 100
Fig. 4.6
Interpretation :
Table 4.6 Shows that 100% of respondents watching T.V. set.

2). DO YOU WATCH T.V. IN YOUR OWN ROOM ?.
Table 4.7
Wtch T.V. in own room No. of Respondents Percentage

Yes 125 62.5
No 75 37.5
Total 200 100
Fig. 4.7
Interpretation
Table 4.7 Shows that 62.5% of respondents watch T.V. in own room & 37.5% of
respondents don't watch T.V. in own room. It shows that majority of respondents watch
T.V. in own room

3). DO YOU WATCH T.V. WITH FAMILY MEMBERS ?.
Table 4.8
Watching T.V. with Family No. of Respondents Percentage
members
Yes 35 17.5
No 165 82.5
Total 200 100
Fig. 4.8
Interpretation :
Table 4.8 Shows that 17.5% of respondents don't watch T.V. with family
members & 82.5% of respondents watch T.V. with family members.It shows that
majority of respondents watching T.V. with family.

4) DO YOUR PARENTS ALLOW YOU TO WATCH T.V. ?
Table 4.9
Parents allow you to T.V. No. of Respondents Percentage

No 35 17.5
Yes 165 82.5
Total 200 100
Fig. 4.9
Interpretation :
Table 4.9 Shows that majority of respondents are of view that their parents allow
then to watch T.V.

5) HOW MANY HOURS YOU WATCH T.V. IN A DAY.?
Table 4.10
Hours of T.V. Watching in No. of Respondents Percentage

a day.
2 100 50
3 75 37.5
4 25 12.5
More than four hours 0 -
Total 200 100
Fig. 4.10
Interpretation :
Table 4.10 reveals that 50% of respondents watch T.V. for 2 hrs in a day, 37.5%
of respondents watch T.V. for 3 hrs and 12.5% of respondents watch T.V. 4 Hrs. in a
day. It shows that majority of respondents watch T.V. for 2 hrs in a day.

6) WHAT ARE THE TIMING OF YOUR PROGRAMME?
Table 4.11
Timings of programme No. of Respondents Percentage

Before school going 0 0
After School 100 50
In Night 100 50
Total 200 100
Fig.4.11
Interpretation
Table 4.11 shows that 50% of respondents watch T.V. after coming from school
& 50% of respondents watch T.V. in Night. T.V. in night. It shows that majority of
respondents watch T.V. for 2 hrs in a day.

7) WHICH TYPES OF PROGRAMMES YOU LIKE MOST?
Table 4.12
Type of programmes you No. of Respondents Percentage

like most
Cartoon 25 12.5
Sports 25 12.5
Serial 25 12.5
Quizzes 25 12.5
Educational 25 12.5
Films 25 12.5
Songs 50 25.0
Any other 0 0
Total 200 100
Fig. 4.12
Interpretation
Table 4.12 reveals that respondents are type of programmes such as like curtains
sports serials, quizzes. films, songs etc.

8). DO YOU LIKE THE BREAK BETWEEN THE PROGRAMMES ?
Table 4.13
Liking the breaks in No. of Respondents Percentage

between the Programme
No 65 32.5
Yes 135 67.5
Total 200 100
Fig. 4.13
Interpretation
Table 4.13 reveals that 32.5% of respondents don't like breaks in-between the
programmes & 67.5% of respondents like breaks in between programmes

9). IF YES ,DO YOU THINK THATADVERTISEMENT SPOIL YOUR
INTEREST BETWEEN THE PROGRAMME?.
Table 4.14
Advertisement spoil your No. of Respondents Percentage

interest between the
programme
Yes 100 50
No 100 50
Total 200 100
Fig. 4.14
Table 4.14 reveals that 50% of respondents think that advertisement spoils internet in
between programme.

10). DO YOU CHANGE CHANNELS IN BREAKS.?
Table 4.15
Changing the channels in No. of Respondents Percentage

breaks
Yes 150 75
No 50 25
Total 200 100
Fig. 4.15
Table 4.15 reveals that 75% of respondents change the channels in breaks & 25% of
respondents don't change the channels in Breaks.

11). IF YES, HOW FREQUENLY YOU CHANGE THE CHANNEL ?
Table 4.16
How frequently you change No. of Respondents Percentage

the channel?
Always 125 62.5
Never 25 12.5
Occasionally 50 25.0
Total: 200 100
Fig. 4.16
Interpretation
Table 4.16 reveals that 62.5% of respondents always change the channels 12.5%
of respondents never change the channels and 25% of respondents occasionally change
the channels. The table shows that majority of respondents always change the channel.

12). DO YOU LIKE THE T.V. ADVERTISEMENT?
Table 4.17
T.V. advertisement liking No. of Respondents Percentage

Yes 140 70
No 20 10
Can't say 40 20
Total: 200 100
Fig. 4.17
Interpretation
Table 4.17 reveals that 70% of respondents like the T.V. advertisement and 10%
of respondents don't like the T.V. advertisement.

13). WHY DO YOU WATCH ADVERTISEMENT ?
Table 4.18
Reason for Watching No. of Respondents Percentage

advertisement
For getting information 110 55
For Entertainment 50 25
Because of some favorite 25 12.5
celebrity
Any other 15 7.5
Total: 200 100
Fig. 4.18
Interpretation
Table 4.18 reveals that 55% of respondents watch the advertisement for getting
information 25% of respondents watch TV advertisement for entertainment. 12.5% of
respondents watch the T.V. because of some favourite celebration and 7.5% of
respondents watch T.V. advertisement for any other reasons.

14). DOES ADVERTISEMENT PROVIDES YOU RELIABLE
INFORMATION?
Table 4.19
Advertisement provides No. of respondents Percentage

reliable information
Yes 180 90
No. 20 10
Total 200 40
Fig. 4.19
Table 4.19 reveals that 90% of respondents says that advertisement provide
reliable information & 10% of respondents says advertisement does not provide reliable
information.

15). DOES ADVERTISEMENT PRODUCT EASILY AVAILABLE IN THE
MARKET?
Table 4.20
Available of advertisement No. of respondents Percentage

product in the market
Yes 165 82.5
No. 35 17.5
Total 200 40
Fig 4.20
Interpretation
Table 4.16 reveals that 82.5% of respondents says that advertised product easily
available in the market and 17.5% of respondents says that advertised product are not
easily available in the market. It shows that majority of the respondents are in favor of
that advertised products are easily available in the market.

16) WHAT ARE THE VARIOUS ADVERTISMENT YOU WATCH EVERYDAY?
Table 4.21
Various advertisement you watch No. of respondents Percentage

everyday
Advertisement of chocolates 90 45
Advertisement of cold-drinks 50 25
Advertisement of motor-cycle 25 12.5
Advertisement of toothpaste's 15 7.5
Advertisement of stationary items 5 2.5
Advertisement of all types 15 7.5
Total 200 100
Fig. 4.21
Interpretation
Table 4.21 reveals that 45% of respondents watch advertisement of chocolates,

25% of respondents watch advertisement of cold drink 12.5% of respondents watch
advertisement of motor cycle, 7.5% of respondents watch. T.V. advertisement of tooth
paste, 2.5% of respondents watch T.V. advertisement of stationary items & 7.5% of
respondents watch T.V. advertisement of all types. The table shows the majority of
respondents watch T.V. advertisement of chocolates.

17). WHICH SORT OF ADVERTISEMENT ARE PREFERRED BY YOU?
Table 4.22
Sort of advertisement are preferred No. of Percentage

by you respondents
Advertisement meant for children 40 20
Advertisement for adults 100 50
Advertisement for old person 10 5
Advertisement for all of above 50 25
None of above 0 0
Total 200 100
Fig. 4.22
Table 4.18 shows that 20% of respondents are interested in watching the advertisement
meant for children, 50% of respondents are interested in watching T.V. advertisement
meant for adults, 5% of respondents are interested in watching T.V. advertisement of old
person and 25% of respondents are interested in watching advertisement of all of above.
The table shows that majority of the respondents like advertisement meant for adults.

18). WHICH SORT OF ADVERTISEMENT ARE PREFERRED BY YOU?
Table 4.23
Sort of advertisement are preferred No. of Percentage

by you? respondents
Selling eatable items 50 25
Selling wearing items 50 25
Selling durable goods 50 25
All of above 40 20
None of above 10 5
Total 200 100
Fig 4.23
Interpretation
Tale 4.23 reveals that 25% of respondents prefer advertisement of selling eatable
items, 25% of respondents prefer advertisement of selling durable items, 25% of the
respondents prefer selling durable goods 20% of respondents prefer advertisement of all
of above and 5% of respondents prefer none of the above advertisement. The table
shows that the majority of respondents prefer advertisement of selling eatable items.

19). WHICH PART OF ADVERTISEMENT APPEAL YOU MOST?.
Table 4.24
Part of advertisement appeal you No. of Percentage

most respondents
Model 50 25.0
Theme 50 25.0
Presentation 70 35.0
Don't Know 5 2.5
All of above 25 12.5
Total 200 100
Fig. 4.24
Interpretation
Table 4.20 reveals that 25% of respondents think that model of the advertisement
appeal them most. 25% of respondents think that theme of advertisement appeal them
most, 35% of respondents think that presentation of the advertisement appeal them most,
2.5% of respondents think that all of above appeal them most and 1% of the respondents.
The table shows that majority of respondents think that presentations of advertisement
appeal them most.

20). TO WHOM YOU WANT TO SEE IN THE ADVERTISEMENT?
TABLE 4.25
To whom you want to see in the No. of Percentage

advertisement? respondents
Film Stars 55 27.5
Sports Personality 20 10.0
Model 75 37.5
any of the above 0 -
All of the above 50 25.0
Chapter 2 Total 200 100
Fig. 4.25
Interpretation
Table 4.21 reveals that the 27.5% respondents want to see film stars in the
advertisement 10% of the respondents want to see sport personality, 37.5% of
respondents want to see model in advertisement and 25% of respondents want to see all
of above in the advertisement. The table shows that majority of the respondents want to
see model in the advertisement.

21). ARE YOUR BUYING DECISION INFLUENCED BY YOUR FAVORITE
ADVERTISEMENTS ?
TABLE 4.26
Are your buying decision influenced No. of Percentage

by your favorite Advertisements?
respondents
Always 15 7.5
Occasionally 170 85.0
Never 15 7.5
Total 200 100
Fig. 4.26
Interpretation
Tale 4.26 reveals that 85% of respondents are of the view that their buying
decision is influenced by advertisement occasionally. 7.5% of respondents view that their
buying decision influenced by advertisement always and 7.5% of respondents view that
their buying decision does not influenced by advertisement.

FINDINGS, SUGGESTIONS AND
CONCLUSION

FINDINGS
1) 65% of respondents are in the age group of 16-18.

2) 38% of the respondents are male and 62% of the respondents are female.
3) 63% of respondents are in XII class
4) Most of the respondents watch T.V. regularly.
5) Most of the respondents watch T.V. 2 hours in a day.
6) Half of the respondents watch TV after the school and half of the respondents
watch T.V. in the night.
7) It is concluded that 70% of the respondents like T.V. advertisement.
8) Respondents watch advertisement just for get the information about the product.
9) It is found that advertisement does provide reliable information.
10) Advertised products easily available in the markets.
11) Presentation is the most appealing part of the advertisement
12) Children want to see the models in the advertisement.
13) 75% of the respondents occasionally intake the favorite advertisement
14) Occasionally, there is influence of favorite advertisement on buying decision.
15) Parents fulfill the demands of children occasionally created by T.V.
advertisement.
16) Advertisement has both positive and negative effect on the health of children.
17) There is no effect of T.V. advertisement on the studies of children.
18) Generally advertisement does not change the behaviour of children.
19) There is effect of advertisement on cost of the product according to the
respondents.

SUGGESTIONS
Advertisement should be easy, simple and understandable.

Advertisement should be help to inform about changes in marketing mix.
Advertisement should be suggestive. If helps to suggest people.
Advertisement should be matching to consumer's requirements.
Entertaining advertisement can easily hold the attention of audience toward the
advertisement and audience do not feel board even in repeat telecast of such
advertisement.
Effective and impressive slogans should be used.
Theme and presentation of advertisement should be effective.
Model and presentation of advertisement should be effective.
Advertisement should be pre-tested.
Advertisement should be timeliness.
Advertisement should not increase the lost of product
Advertisement must be socially acceptable.

CONCLUSION
Advertisement is that it is a public announcement. In earlier times, to advertise

meant to announce publicly. Some advertisements even today just inform the public for
example: - classified advertisements give information about sale of second hand
vehicles, property accommodation, matrimonial, public notice, tender notice, recruitment
advertisement etc.
I can conclude that majority of the respondents said that TV is the most effective
media for advertisement of cold drinks and the celebrities and the slogans in the
advertisement effect the consumers. and threw T.V. media consumer easily aware about
product.
Thus, we can conclude that measurement of effectiveness of advertising is
necessary otherwise the whole planning process will be disturbed. For this purpose,
many tests and surveys are conducted, necessary data are collected and are used
extensively in the decision making process. On the basis of the information collected
during the course of surveys, necessary so that it may fetch the maximum out of its
limited resources.

BIBLIOGRAPHY

BIBLIOGRAPHY
BOOKS:
Kothari C.R., Research Methodology, New Age International Publishers, Sixth
Edition, 2003. Philip Kotler, "Marketing Management", Prentice Hall of India,
Eleventh Edition, 2005.
Chunawalla, S.A., "Foundation of Advertising Theory and Practice", Himalayan
Publishing House, Fifth Edition, 2000.
William D. Wells, "Measuring Advertising Effectiveness", Routledge Publications,
2007.
Zikmund, William G. Business Research Methods Thomson South-western .
Kotler, Philip Marketing Management prentice Hall of India.
JOURNALS
Blattberg, R. [2004], "The Marketing Information Revolution", Boston : Harvard
Business School Press, Vol.4, No.1, pp. 9 17.
Cadler, B. [2006], "Television Commercial Wear Out: An Information Processing
View", Journal of Marketing Research, Vol.13, No.2, pp. 173 - 186.
INTERNET:
www.adrelevance.com
www.businessworld.com

QUESTIONNAIRE
Q.1 Do you watch T.V ?
a) Yes b) No
Q.2 Do you watch T.V regularly?
a) Yes b) No
Q.3 Do you watch T.V in your own room?
a) Yes b) No
Q.4 Do you watch T.V with family members?
a) Yes b) No
Q.5 Do your parents allow you to watch T.V?
a) Yes b) No
Q.6 How many hours you watch T.V in a day?
a) 2 hours b) 3 hours
c) 4 hours d) More than 4 hours
Q.7 What are the timings of your programme?
a) Before going to school b) After School
c) In night
Q.8 Which types of programmes you like most ?
a) Cartoon b) Sports
c) Serial d) Quizzes
e) Educational f) Films
g) Songs h) Any other

Q.9 Do you like the breaks between the programmes?
a) Yes b) No
Q.10 If yes, do you think that advertisement spoil your interest between the
programmed ?
a) Yes b) No
Q.11 Do you change the channels in breaks?
a) Yes b) No
Q.12 If yes, how frequently you change the channels?
a) Always b) Never
c) Occasionally
Q.13 Do you like the T.V Advertisement?
a) Yes b) No
c) Cant say
Q.14 Why do you watch advertisement?

a) For getting Information
b) For Entertainment
c) Because of some favorite Celebrity
d) Any other Reason
Q.15 Does advertisement provide you reliable information?
a) Yes b) No
Q.16 Does advertised product easily available in market?
a) Yes b) No

Q.17 What are the various advertisement you watch everyday?
a) Advertisement of Chocolates
b) Advertisement of Cold Drinks
c) Advertisement of Motor Cycles
d) Advertisement of Toothpastes
e) Advertisement of Stationary Items
f) Advertisement of all Types
Q.18 What types of advertisement interest you watch?
a) Advertisement meant for Children
b) Advertisement meant for adults
c) Advertisement meant for old persons
d) All of above
e) None of above
Q.19 What sort of advertisement are preferred by you?
a) Selling eatable items
b) Selling wearing items
c) Selling durable goods
d) All of above
e) None of above
Q.20 Which part of advertisement appeal you most?
a) Model
b) Theme
c) Presentation

d) Dont know
e) All of above
Q.21 To Whom you want to see in the advertisement?
a) Model
b) Film stars
c) Sports personality
d) Any of above
e) All of above
Q.22 Do you copy / imitate your favorite advertisements?
a) Always b) Occasionally
c) Never
Q.23 Are your buying decision influenced by your favorite advertisements?
c) Never
Q.24 Do your parents fulfill all your demands created by T.V advertisements?
c) Never
Q.25 Are your studies affected by watching T.V?
a) Yes b) No
Q.36 Give your suggestions to make the advertisement better?
a) ____________________________________________________
b) ____________________________________________________

Advertisement Effect On Children ANCHAL MALIK

Diunggah oleh

Informasi Dokumen

Judul Asli

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Advertisement Effect On Children ANCHAL MALIK

Diunggah oleh

Hak Cipta:

Format Tersedia

ADVERTISMENT INDUSTRY IN INDIA

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

By giving different address to different media.

Role Of Measuring Advertising Effectiveness

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

To Compare the Results with the Objectives and Goals :

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

To Know the Communication Effect :

Compare Two Markets :

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

Thus, we can conclude that measurement of effectiveness of advertising is

i. Before after with Control Group Design

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

Test Cities Control Cities

Pre Campaign Measure of Sales YES YES

Advertising Campaign YES NO

Post Campaign Measure of Sales YES YES

ii. Multivariable Experimental designs

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

No Radio Radio No Radio Radio

No T.V No T.V No T.V No T.V

Outdoor (9) (10) (11) (12) (13) (14) (15) (16)

(The Figure Shown in Brackets shows the areas number)

The power of this multivariable factorial design is explained by G.H. Brown,

Mr. Brown, has explained the functioning of this model as follows:

This type of factorial design is capable of measuring the effectiveness of all

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

In order to be effective, the advertisement must gain exposure.

Marketers or advertiser may obtain an idea of exposure generated by the

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

Attention or Recall of Advertising Message Content

This is one of the widely used measure of advertising results. Under

Attention value is the chief quality of the advertising copy the

In a Pre-Test evaluation, the consumers are asked to indicate the

In Post-Test method, the consumers are asked questions about the

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

The measuring instrument normally contains 51-20 scales. These techniques

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

PRE-TEST & POST-TEST OF ADVERTISING COPY

Almost every firms spends thousands of rupees on advertising every year, it is

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

Value-Based Content in Advertising

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

My topic for this project report is about "Effects of Advertisement on

Research is an art of scientific investigation. It is basically a careful investigation for

Research Design : A research design is the arrangement of conditions for

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

1. ORGANISING THE DATA

ADVT EFF SALES CD MBA FINAL ANCHAL MALIK

The major limitations of my study are: -