The document summarizes the findings of a research study on the impact of Cadbury Dairy Milk television advertisements on consumer buying behavior. Some key findings are: - 94% of respondents recalled seeing the Cadbury ads on TV, with more female respondents recalling them than male. - The ads were found to be memorable and effective at communicating their message. - Different ads resonated more with male and female respondents. Humorous ads scored higher with males while emotional ads scored higher with females. - Most respondents felt the ads would positively impact brand awareness, sales, and the popularity of Cadbury products. However, not all felt the ads directly influenced their purchase decisions.