This document is a project report submitted by Payella Kezia Florence to Aurora's Business School on the impact of advertising on consumer behavior. The report includes an introduction that defines advertising and discusses its types and advantages. It also discusses the relationship between advertising and market share. The objectives of the study are to analyze how advertising influences consumer attitudes and purchase of durable goods like TVs and refrigerators. The report presents examples of advertising and includes sections on data analysis, conclusions, a questionnaire, and bibliography.
A project report on advertising effectivenessProjects Kart
This document discusses advertising, including its objectives, types, features, functions and benefits. It provides definitions of advertising from various experts and outlines two main types - product advertising which promotes specific goods/services, and institutional advertising which builds company image. The objectives of advertising are to introduce new products, remind customers, combat competitors and more. Features include being a mass communication, paid for by an identified sponsor. Functions are promoting sales, research, education. Benefits include cheaper prices through mass production, stimulating demand, and raising living standards.
Impact of advertising on consumer buying behaviorSourav Mazumder
This presentation summarizes a study on the impact of advertising on consumer buying behavior. The objectives are to identify the level of influence of ads on consumer decisions, the most attention-grabbing media and ad types, and how ads change purchasing. A survey was conducted and results were analyzed using descriptive statistics and ANOVA. The findings show a significant relationship between consumer behavior and ads, with ads having a positive impact by creating awareness and a good perception that pushes consumers to buy. Television is the preferred media for viewing ads. The conclusion is that informative ads can position a product in consumers' minds and increase sales by providing knowledge to influence purchase motives.
Effects of advertising on consumer behaviourAnikesh0123
Project on Effects of Advertising on consumer behavior and such includes:
* Introduction to Advertisement
* Advertisement and its Kinds
* Detail Studies
* History of Advertisements
* Effects of Advertisements
* Pros and Cons of Advertisement
* Case Studies on Pepsi and Nike
Marketing positioning is the process by which marketers try to create an identity for a brand in the minds of customers. Repositioning involves changing this identity relative to competitors. Reasons for repositioning include responding to competition, increasing slow sales, clarifying the brand message, boosting company value, and attracting new customers. Repositioning can strengthen competitive position, improve sales, better target the market, align with customer needs, and generate media attention through various approaches like emphasizing celebrity endorsements, changing target segments, symbolism, moving up-market, expanding niches, or overhauling brand image.
The document contains samples of questionnaires to assess different aspects of branding: brand perception, brand preference, brand image, and brand loyalty. The questionnaires include multiple choice and open-ended questions about the respondent's attitudes toward brands, factors influencing purchase decisions, assessment of a particular brand's image and performance, and areas for potential improvement.
This document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It describes rational appeals that focus on a product's practical benefits. Emotional appeals evoke feelings like fear, humor, pride and joy. Moral appeals reference social causes. Other appeals mentioned include reminder, teaser, musical, transformational, comparison, direct, indirect, social, bandwagon, and statistics appeals. The document provides examples for most appeal types.
A project report on advertising effectivenessProjects Kart
This document discusses advertising, including its objectives, types, features, functions and benefits. It provides definitions of advertising from various experts and outlines two main types - product advertising which promotes specific goods/services, and institutional advertising which builds company image. The objectives of advertising are to introduce new products, remind customers, combat competitors and more. Features include being a mass communication, paid for by an identified sponsor. Functions are promoting sales, research, education. Benefits include cheaper prices through mass production, stimulating demand, and raising living standards.
Impact of advertising on consumer buying behaviorSourav Mazumder
This presentation summarizes a study on the impact of advertising on consumer buying behavior. The objectives are to identify the level of influence of ads on consumer decisions, the most attention-grabbing media and ad types, and how ads change purchasing. A survey was conducted and results were analyzed using descriptive statistics and ANOVA. The findings show a significant relationship between consumer behavior and ads, with ads having a positive impact by creating awareness and a good perception that pushes consumers to buy. Television is the preferred media for viewing ads. The conclusion is that informative ads can position a product in consumers' minds and increase sales by providing knowledge to influence purchase motives.
Effects of advertising on consumer behaviourAnikesh0123
Project on Effects of Advertising on consumer behavior and such includes:
* Introduction to Advertisement
* Advertisement and its Kinds
* Detail Studies
* History of Advertisements
* Effects of Advertisements
* Pros and Cons of Advertisement
* Case Studies on Pepsi and Nike
Marketing positioning is the process by which marketers try to create an identity for a brand in the minds of customers. Repositioning involves changing this identity relative to competitors. Reasons for repositioning include responding to competition, increasing slow sales, clarifying the brand message, boosting company value, and attracting new customers. Repositioning can strengthen competitive position, improve sales, better target the market, align with customer needs, and generate media attention through various approaches like emphasizing celebrity endorsements, changing target segments, symbolism, moving up-market, expanding niches, or overhauling brand image.
The document contains samples of questionnaires to assess different aspects of branding: brand perception, brand preference, brand image, and brand loyalty. The questionnaires include multiple choice and open-ended questions about the respondent's attitudes toward brands, factors influencing purchase decisions, assessment of a particular brand's image and performance, and areas for potential improvement.
This document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It describes rational appeals that focus on a product's practical benefits. Emotional appeals evoke feelings like fear, humor, pride and joy. Moral appeals reference social causes. Other appeals mentioned include reminder, teaser, musical, transformational, comparison, direct, indirect, social, bandwagon, and statistics appeals. The document provides examples for most appeal types.
IMPACT OF ADVERTISING ON CONSUMER’S BUYING BEHAVIOREnamul Islam
Advertising is a form of communication intended to convince the audiences or consumers to purchase or take some action upon products, information or services. In this study, we tried to find out the impact of advertising on consumers’ minds about the product and their buying behavior. We have surveyed 100 respondents who are studying in the universities of the southern part of Bangladesh to identify the relationship between consumer buying behavior and advertisement. We mainly collected our data from three universities which are Khulna University, University of Barisal and Patuakhali Science and Technology University. The major finding of our study after analyzing all data is that there is a positive impact of advertising on consumer’s buying behavior and advertising plays a vital role to know about a new product.
This document discusses and summarizes several advertisements related to social causes. It describes advertisements that promote saving tigers, increasing egg consumption, supporting education initiatives, and encouraging eye and organ donation. The final advertisement discussed is a song created to raise awareness of drug addiction in India on Anti-Narcotics Day.
A project report on creativity in advertisingProjects Kart
This document provides an overview of advertising and advertising agencies. It discusses the origins of advertising dating back thousands of years to traders shouting out what they had for sale. Modern advertising is defined as any paid non-personal promotion of ideas, goods, or services by an identified sponsor. The impact and role of advertising in marketing is also examined, including introducing new products, creating demand, expanding markets, and building brand image. The AIDA formula of attracting attention, gaining interest, creating desire, and prompting action is also summarized. Finally, the document notes that advertising agencies are independent business organizations that develop and place ads for sellers seeking customers, offering specialized advertising services.
This document contains a 20 question survey about customer preferences for fast-moving consumer goods (FMCG) brands in Coimbatore City. The survey collects demographic information and asks respondents to rank their preferences for retail stores, product categories, and specific brands. It also inquires about factors that influence purchasing decisions like price, promotions, advertising, and brand loyalty. The goal is to understand customer preferences for selected FMCG products and brands in the local market.
This document is a study on digital marketing conducted at ValueProp Corporate Solutions. It includes an introduction to digital marketing, objectives of the study, and scope. The document contains chapters on advantages of digital marketing, history and overview, business strategies, digital marketing tools and trends, internet marketing models and effects, web analytics methods, email marketing, search engine marketing and optimization, mobile advertising, and SMS marketing. It concludes with findings and suggestions. Methodology, data collection sources, and sampling areas are also discussed.
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMMansi Tyagi
ADVERTISING MANAGEMENT -UNIT 1
BBA III SEM SYLLABUS:
Advertising: Introduction, Scope, importance in business: Role of advertising in social and economic development of India: Ethics and truths in Indian Advertising.
A STUDY ON DIGITAL MARKETING AND IT'S IMPACT ON REVENUE GENERATION.Aabhishek Sharma
This document is a project report submitted by Abhishek Sharma for the degree of Master of Business Administration. The report examines digital marketing and its impact on revenue generation. It begins with an introduction that defines digital marketing and outlines the key components of the digital marketing ecosystem, including integrated channels like search engine optimization, social media, and video. It also discusses integrated services like analytics, content management, and digital strategy. The report will analyze how these digital marketing tactics can impact revenue generation.
The document discusses the AIDA model of communication. It describes the four stages of the AIDA model: Attention, Interest, Desire, and Action. At each stage, the goal is to move the consumer further along in their purchasing decision. First, advertisements need to grab Attention using things like visuals, text, celebrities. Then they build Interest by highlighting benefits and advantages. Desire is created by convincing consumers they want the product and it will satisfy their needs. Finally, the advertisement should lead to Action, such as calling a phone number or visiting a website to make a purchase. The document provides examples of how the film industry and Reliance mobile campaigns apply the AIDA model.
Project report on social media marketingKushal Tomar
This document is a project report on social media marketing in today's business. It was submitted by Kushal Singh Tomar to Uttaranchal University in partial fulfillment of the requirements for a B.Com degree. The report analyzes how social media can effectively be used as a marketing tool for businesses and compares social media marketing to traditional marketing methods. It studies the advantages and disadvantages of both approaches. The report finds that social media presence provides benefits for all types of businesses and is a relatively cheaper marketing method than traditional advertisements.
In this presentation,
We'll discuss about -
1) What is Digital Marketing?
2) Objectives of Digital Marketing
3) Advantages of Digital Marketing
4) Disadvantages of Digital Marketing
5) Difference between Traditional and Digital Marketing
6) Contents of Digital Marketing in Brief
The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It identifies 18 different appeals including emotional appeals like fear and humor appeals, rational appeals that focus on product features, and social appeals that play on desires for status or acceptance. The appeals are designed to create a positive image of products and make consumers feel purchasing them will fulfill psychological or social needs. Examples of how different appeals could be implemented in advertisements are provided.
The main differences between internet marketing and traditional marketing are:
- Reach - Internet marketing has the potential to reach a global audience, while traditional marketing is usually limited to a local or regional area.
- Cost - Internet marketing can often have lower costs per impression/lead compared to traditional marketing such as print, TV, radio ads. However, it requires an initial investment in things like website development.
- Interactivity - Internet marketing allows for more two-way interaction between business and customers through things like emails, social media, online reviews etc. Traditional marketing is usually one-way communication.
- Measurement - It's easier to track metrics like clicks, conversions, ROI etc with internet marketing. Traditional marketing effectiveness can be
The document is a survey questionnaire for a study on the influence of advertisements on teenagers' buying behavior. It contains questions in three sections: background information of respondents, perceptions on advertisements, and personal experiences purchasing products after seeing advertisements. The background section collects demographic data on respondents like gender, age, education level, and monthly allowance. The perceptions section asks questions about beliefs in advertising, influence of ads on shopping trends, and media attention. The personal experience section inquires about recent purchases influenced by ads and satisfaction with those purchases. The survey aims to understand teenagers' views and behaviors regarding advertisements.
This document discusses various aspects of media used for advertising, including definitions of different types of media (e.g. television, radio, newspapers, magazines), goals of using media, categories of media, and advantages and disadvantages of different media types. It also covers topics like media mix, effective communication strategies, understanding audiences, and the five stages of consumer adoption process.
Mobile marketing refers to marketing activities undertaken to reach consumers directly via mobile phones. It has evolved from early SMS and MMS campaigns to now include push notifications, app store optimization, and location-based services. While mobile marketing faces challenges like limited screen sizes and potential privacy issues, it provides benefits like higher engagement rates than email and the ability to reach broader audiences. As mobile device usage increases globally, mobile marketing will continue to be an important strategy for companies to connect with consumers.
Emotional and rational appeals are two of the most important types of advertising appeals. Emotional appeals target an individual's psychological and social needs and are often effective for younger consumers, while rational appeals emphasize the functional benefits of a product and tend to work better for older audiences. The document then describes various other specific types of advertising appeals commonly used, including personal, social, fear-based, humor, sex, music, scarcity, masculine/feminine, brand, snob, adventure, less than perfect, romance, emotional word usage, youth, endorsement, wordplay, statistics, plain, and bandwagon appeals.
This document defines advertising and discusses its objectives and classification. It outlines the 5 M's of advertising - mission, money, message, media, and measurement. Mission focuses on increasing sales and brand building. Money considers factors affecting budget decisions like product lifecycle and competition. Message covers generation, evaluation, and execution. Media examines reach, vehicles, timing, and allocation. Measurement assesses communication and sales impact through various testing and feedback methods.
This document appears to be a PowerPoint presentation about advertising appeals and product categories. It includes sections on the introduction, objectives of advertising, advertising industry in India, importance of advertising, different types of advertising appeals including rational, emotional, moral, direct, and indirect appeals. Examples are provided for different types of appeals used in advertisements. The presentation concludes that deciding the target audience and message is important for effective advertising.
"A study of digital marketing services" -summer internship projectMarketerBoard
Introduction
To begin with, as a part of the curriculum a summer internship programme was to be conducted for a period of two months. Given a choice one was allowed to choose the field in which he/she was interested. As my interest and curiosity was in online or digital marketing I choose to work with a startup company named Return on web. Return on web is three year old Pune based online marketing & web development firm focused on providing you business-centric strategic solutions to the companies. I choose the startup company because with start I can explore myself and why digital marketing? Because it is booming industry, the growth of digital marketing is tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business development process, content writing, social media). The company asks me to do their competitive research and told to found return on web USP. And research of our target segments digital habits. With the help of the research we got a flow of what are the major criteria’s we need to have. One had to identify various sectors in the market that actually have a need of digital marketing services. And then your task is to approach them before your competitors.
Digital marketing startup companies follow a standard process of approaching clients. There are certain steps which cannot be altered or skipped. These are followed in sequences and executed after evaluating the process again and again. In digital marketing your team should be strong enough to deliver what your client expecting, as under digital marketing everyone work is interconnected and with a team only one campaign can get ready.
An extensive literature review is done on the concepts and theories related to web advertising. A review of Research papers, articles is undertaken to take note of and acknowledge work that has been done in the field of web advertising as such. The Researcher has collected secondary data from reputed Journals and Magazines, Newspapers, articles, Internet websites and Archives. The Researcher has visited
Libraries in Pune and out of Pune, to collect literature.The researcher has identified seven research papers along with thirteen articles published in renowned journals on various topics such as Web ad, Web based ad market, E-commerce impact, trends of online marketing, consumer attitude to Web ad and sales/marketing strategy
It was an amazing experience working virtually and on field. I came to many new terminologies of digital marketing, corporate world etc. The project contain the task which has been done by me during my internship as well as what I have learnt from it.
The document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the study of how people buy products, what they buy, why they buy, and when they buy. It identifies the main factors that affect consumer behavior as cultural and social influences like culture, social class, and family, as well as psychological influences like perception, learning, motivation, attitudes, and lifestyles. The document also outlines the buyer decision process and key concepts around target audiences and consumer demographics.
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
IMPACT OF ADVERTISING ON CONSUMER’S BUYING BEHAVIOREnamul Islam
Advertising is a form of communication intended to convince the audiences or consumers to purchase or take some action upon products, information or services. In this study, we tried to find out the impact of advertising on consumers’ minds about the product and their buying behavior. We have surveyed 100 respondents who are studying in the universities of the southern part of Bangladesh to identify the relationship between consumer buying behavior and advertisement. We mainly collected our data from three universities which are Khulna University, University of Barisal and Patuakhali Science and Technology University. The major finding of our study after analyzing all data is that there is a positive impact of advertising on consumer’s buying behavior and advertising plays a vital role to know about a new product.
This document discusses and summarizes several advertisements related to social causes. It describes advertisements that promote saving tigers, increasing egg consumption, supporting education initiatives, and encouraging eye and organ donation. The final advertisement discussed is a song created to raise awareness of drug addiction in India on Anti-Narcotics Day.
A project report on creativity in advertisingProjects Kart
This document provides an overview of advertising and advertising agencies. It discusses the origins of advertising dating back thousands of years to traders shouting out what they had for sale. Modern advertising is defined as any paid non-personal promotion of ideas, goods, or services by an identified sponsor. The impact and role of advertising in marketing is also examined, including introducing new products, creating demand, expanding markets, and building brand image. The AIDA formula of attracting attention, gaining interest, creating desire, and prompting action is also summarized. Finally, the document notes that advertising agencies are independent business organizations that develop and place ads for sellers seeking customers, offering specialized advertising services.
This document contains a 20 question survey about customer preferences for fast-moving consumer goods (FMCG) brands in Coimbatore City. The survey collects demographic information and asks respondents to rank their preferences for retail stores, product categories, and specific brands. It also inquires about factors that influence purchasing decisions like price, promotions, advertising, and brand loyalty. The goal is to understand customer preferences for selected FMCG products and brands in the local market.
This document is a study on digital marketing conducted at ValueProp Corporate Solutions. It includes an introduction to digital marketing, objectives of the study, and scope. The document contains chapters on advantages of digital marketing, history and overview, business strategies, digital marketing tools and trends, internet marketing models and effects, web analytics methods, email marketing, search engine marketing and optimization, mobile advertising, and SMS marketing. It concludes with findings and suggestions. Methodology, data collection sources, and sampling areas are also discussed.
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMMansi Tyagi
ADVERTISING MANAGEMENT -UNIT 1
BBA III SEM SYLLABUS:
Advertising: Introduction, Scope, importance in business: Role of advertising in social and economic development of India: Ethics and truths in Indian Advertising.
A STUDY ON DIGITAL MARKETING AND IT'S IMPACT ON REVENUE GENERATION.Aabhishek Sharma
This document is a project report submitted by Abhishek Sharma for the degree of Master of Business Administration. The report examines digital marketing and its impact on revenue generation. It begins with an introduction that defines digital marketing and outlines the key components of the digital marketing ecosystem, including integrated channels like search engine optimization, social media, and video. It also discusses integrated services like analytics, content management, and digital strategy. The report will analyze how these digital marketing tactics can impact revenue generation.
The document discusses the AIDA model of communication. It describes the four stages of the AIDA model: Attention, Interest, Desire, and Action. At each stage, the goal is to move the consumer further along in their purchasing decision. First, advertisements need to grab Attention using things like visuals, text, celebrities. Then they build Interest by highlighting benefits and advantages. Desire is created by convincing consumers they want the product and it will satisfy their needs. Finally, the advertisement should lead to Action, such as calling a phone number or visiting a website to make a purchase. The document provides examples of how the film industry and Reliance mobile campaigns apply the AIDA model.
Project report on social media marketingKushal Tomar
This document is a project report on social media marketing in today's business. It was submitted by Kushal Singh Tomar to Uttaranchal University in partial fulfillment of the requirements for a B.Com degree. The report analyzes how social media can effectively be used as a marketing tool for businesses and compares social media marketing to traditional marketing methods. It studies the advantages and disadvantages of both approaches. The report finds that social media presence provides benefits for all types of businesses and is a relatively cheaper marketing method than traditional advertisements.
In this presentation,
We'll discuss about -
1) What is Digital Marketing?
2) Objectives of Digital Marketing
3) Advantages of Digital Marketing
4) Disadvantages of Digital Marketing
5) Difference between Traditional and Digital Marketing
6) Contents of Digital Marketing in Brief
The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It identifies 18 different appeals including emotional appeals like fear and humor appeals, rational appeals that focus on product features, and social appeals that play on desires for status or acceptance. The appeals are designed to create a positive image of products and make consumers feel purchasing them will fulfill psychological or social needs. Examples of how different appeals could be implemented in advertisements are provided.
The main differences between internet marketing and traditional marketing are:
- Reach - Internet marketing has the potential to reach a global audience, while traditional marketing is usually limited to a local or regional area.
- Cost - Internet marketing can often have lower costs per impression/lead compared to traditional marketing such as print, TV, radio ads. However, it requires an initial investment in things like website development.
- Interactivity - Internet marketing allows for more two-way interaction between business and customers through things like emails, social media, online reviews etc. Traditional marketing is usually one-way communication.
- Measurement - It's easier to track metrics like clicks, conversions, ROI etc with internet marketing. Traditional marketing effectiveness can be
The document is a survey questionnaire for a study on the influence of advertisements on teenagers' buying behavior. It contains questions in three sections: background information of respondents, perceptions on advertisements, and personal experiences purchasing products after seeing advertisements. The background section collects demographic data on respondents like gender, age, education level, and monthly allowance. The perceptions section asks questions about beliefs in advertising, influence of ads on shopping trends, and media attention. The personal experience section inquires about recent purchases influenced by ads and satisfaction with those purchases. The survey aims to understand teenagers' views and behaviors regarding advertisements.
This document discusses various aspects of media used for advertising, including definitions of different types of media (e.g. television, radio, newspapers, magazines), goals of using media, categories of media, and advantages and disadvantages of different media types. It also covers topics like media mix, effective communication strategies, understanding audiences, and the five stages of consumer adoption process.
Mobile marketing refers to marketing activities undertaken to reach consumers directly via mobile phones. It has evolved from early SMS and MMS campaigns to now include push notifications, app store optimization, and location-based services. While mobile marketing faces challenges like limited screen sizes and potential privacy issues, it provides benefits like higher engagement rates than email and the ability to reach broader audiences. As mobile device usage increases globally, mobile marketing will continue to be an important strategy for companies to connect with consumers.
Emotional and rational appeals are two of the most important types of advertising appeals. Emotional appeals target an individual's psychological and social needs and are often effective for younger consumers, while rational appeals emphasize the functional benefits of a product and tend to work better for older audiences. The document then describes various other specific types of advertising appeals commonly used, including personal, social, fear-based, humor, sex, music, scarcity, masculine/feminine, brand, snob, adventure, less than perfect, romance, emotional word usage, youth, endorsement, wordplay, statistics, plain, and bandwagon appeals.
This document defines advertising and discusses its objectives and classification. It outlines the 5 M's of advertising - mission, money, message, media, and measurement. Mission focuses on increasing sales and brand building. Money considers factors affecting budget decisions like product lifecycle and competition. Message covers generation, evaluation, and execution. Media examines reach, vehicles, timing, and allocation. Measurement assesses communication and sales impact through various testing and feedback methods.
This document appears to be a PowerPoint presentation about advertising appeals and product categories. It includes sections on the introduction, objectives of advertising, advertising industry in India, importance of advertising, different types of advertising appeals including rational, emotional, moral, direct, and indirect appeals. Examples are provided for different types of appeals used in advertisements. The presentation concludes that deciding the target audience and message is important for effective advertising.
"A study of digital marketing services" -summer internship projectMarketerBoard
Introduction
To begin with, as a part of the curriculum a summer internship programme was to be conducted for a period of two months. Given a choice one was allowed to choose the field in which he/she was interested. As my interest and curiosity was in online or digital marketing I choose to work with a startup company named Return on web. Return on web is three year old Pune based online marketing & web development firm focused on providing you business-centric strategic solutions to the companies. I choose the startup company because with start I can explore myself and why digital marketing? Because it is booming industry, the growth of digital marketing is tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business development process, content writing, social media). The company asks me to do their competitive research and told to found return on web USP. And research of our target segments digital habits. With the help of the research we got a flow of what are the major criteria’s we need to have. One had to identify various sectors in the market that actually have a need of digital marketing services. And then your task is to approach them before your competitors.
Digital marketing startup companies follow a standard process of approaching clients. There are certain steps which cannot be altered or skipped. These are followed in sequences and executed after evaluating the process again and again. In digital marketing your team should be strong enough to deliver what your client expecting, as under digital marketing everyone work is interconnected and with a team only one campaign can get ready.
An extensive literature review is done on the concepts and theories related to web advertising. A review of Research papers, articles is undertaken to take note of and acknowledge work that has been done in the field of web advertising as such. The Researcher has collected secondary data from reputed Journals and Magazines, Newspapers, articles, Internet websites and Archives. The Researcher has visited
Libraries in Pune and out of Pune, to collect literature.The researcher has identified seven research papers along with thirteen articles published in renowned journals on various topics such as Web ad, Web based ad market, E-commerce impact, trends of online marketing, consumer attitude to Web ad and sales/marketing strategy
It was an amazing experience working virtually and on field. I came to many new terminologies of digital marketing, corporate world etc. The project contain the task which has been done by me during my internship as well as what I have learnt from it.
The document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the study of how people buy products, what they buy, why they buy, and when they buy. It identifies the main factors that affect consumer behavior as cultural and social influences like culture, social class, and family, as well as psychological influences like perception, learning, motivation, attitudes, and lifestyles. The document also outlines the buyer decision process and key concepts around target audiences and consumer demographics.
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
The document discusses factors that influence consumer behavior, including cultural, social, and psychological factors. It examines how culture, social class, reference groups, family, demographics, and location impact purchasing decisions. Additionally, it analyzes psychological influences such as perception, learning, motivation, attitudes, and lifestyles that shape consumer behavior. The consumer decision-making process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
El documento ofrece consejos para que las marcas aprovechen la oportunidad comercial del día de San Valentín. Sugiere definir una campaña inspirada en el amor, como concursos o descuentos, fomentar la participación de empleados, y utilizar varios canales como el blog, redes sociales y correo electrónico para maximizar la difusión de la campaña y enamorar a los clientes.
La Unión Europea ha acordado un paquete de sanciones contra Rusia por su invasión de Ucrania. Las sanciones incluyen restricciones a las transacciones con bancos rusos clave y la prohibición de la venta de aviones y equipos a Rusia. Los líderes de la UE esperan que las sanciones aumenten la presión económica sobre Rusia y la disuadan de continuar su agresión contra Ucrania.
This document is a resume for Carlin Shafer. It outlines her objective of finding employment with opportunities for growth. Her education includes a high school diploma and vocational certificate in massage therapy. For work experience, she has held maintenance roles at two churches performing plumbing, electrical, HVAC, and carpentry work. She also worked in sales at Lowe's and in shipping/receiving at Home Depot. Her resume notes honors of a 4.0 GPA and perfect attendance in her vocational program. Four references are provided.
This document provides Arkādijs Rapoports with the results of his ProfileXT assessment. It summarizes his thinking style, behavioral traits, and interests. For thinking style, it finds that he has a sound learning index and numerical ability. For behavioral traits, it notes he prefers to work at a hurried pace, takes direction well from others, and makes decisions quickly. It also reports his interests lie in technical, financial, and mechanical areas. The goal is to help Arkādijs understand himself and achieve greater success.
La Unión Europea ha acordado un embargo petrolero contra Rusia en respuesta a la invasión de Ucrania. El embargo prohibirá las importaciones marítimas de petróleo ruso a la UE y pondrá fin a las entregas a través de oleoductos dentro de seis meses. Esta medida forma parte de un sexto paquete de sanciones de la UE destinadas a aumentar la presión económica sobre Moscú y privar al Kremlin de fondos para financiar su guerra.
Método de observación para una investigación de mercadoCarmen Moreno
Este documento describe el método de observación para investigaciones de mercado. Explica que la observación consiste en observar a personas y situaciones para obtener información de manera confiable. Detalla los pasos del proceso de observación como determinar el objeto de estudio, objetivos, unidades de análisis, técnicas de registro y análisis de datos. También discute las ventajas como obtener datos precisos y las desventajas como solo poder examinar comportamientos públicos.
San Valentín es una oportunidad para que los comerciantes innoven con sus estrategias de marketing, como ofertas especiales o descuentos, así como utilizar todas las tácticas de persuasión para atraer clientes. También es importante encontrar el equilibrio entre lo material y lo emocional en la celebración, y que todos los negocios se esfuercen por destacar y captar la mayor cantidad de consumidores posible mediante recordatorios, listas de regalos y decoraciones especiales para la fecha.
Custom metrics allow users to track custom data points in Google Analytics. They provide flexibility to collect and analyze special data beyond default metrics. Some challenges include limited custom dimension and metric indices per property and inability to accurately separate old and new custom dimension values during edits. Custom metrics can be applied as hit-scope or product-scope metrics to track things like user interactions, purchases, and more to gain insights beyond default metrics.
El documento ofrece recomendaciones para que negocios y tiendas aprovechen la fecha de San Valentín y aumenten sus ventas. Sugiere crear ofertas exclusivas para la ocasión, decorar los locales con colores rojos y blancos, y contar con productos especiales relacionados con el amor. También recomienda actividades de marketing en la calle como repartir folletos con disfraces alusivos o realizar acciones promocionales con estudiantes vestidos de negro y rojo formando palabras de amor.
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Similar to IMPACT ON ADVERTISING ON CONSUMER BEHAVIOUR (20)
1. A Project Report on
“IMPACT ON ADVERTISING ON CONSUMER
BEHAVIOUR”
Survey Project Report
Submitted to
AURORA’S BUSINESS SCHOOL
In partial fulfillment of the requirements for the award of
Post Graduate Diploma in Management (PGDM)
By
PAYELLA KEZIA FLORENCE
DM-11-051
Aurora’s Business School,
Near NIMS, Punjagutta, Hyderabad. - 500 082
Tel: 040 2335 1891/92, 2335 0061/62 URL: www.absi.edu.in e-mail us: info@absi.edu.in
2. Certificate
This is to certify that the project work titled
“IMPACT OF ADVERTISING ON CONSUMER BEHAVIOUR”
is the bona-fide work done by
PAYELLA KEZIA FLORENCE
DM-11-051
as a part of the curriculum of
Post Graduate Diploma in Management (PGDM),
Aurora’s Business School, Hyderabad.
Internal Guide Project Co-ordinator Director
Aurora’s Business School,
Near NIMS, Punjagutta, Hyderabad. - 500 082
Tel: 040 2335 1891/92, 2335 0061/62 URL: www.absi.edu.in e-mail us: info@absi.edu.in
3. DECLARATION
This is to inform that I have completed a project work on “IMAPCT OF
ADVERTISING ON CONSUMER BEHAVIOUR” while pursuing PGDM in Aurora’s Business
School.
I hereby declare that this project report submitted by me is original work done as a part
of my academic course and has not been submitted to any other University or Institution for
the award of any degree or diploma.
Name : PAYELLA. KEZIA FLORENCE Signature :
Roll No : DM-11-051 Date :
4. ACKNOWLEDGEMENTS
I would like to thank everyone who is involved in helping me in producing this project
report by bringing out creativeness in this project.
I would like to take this opportunity to thank my Project guide Prof.
C.KAMESHWARI, Aurora’s Business school, for their undeterred guidance for the
completion of the report.
My parents need special mention here for their constant support and love in my life. I
also thank my friends and well-wishers who have provided their whole hearted support to me
in this exercise. I believe that this effort has prepared me for taking up new challenging
opportunities in future.
PAYELLA KEZIA FLORENCE
Index PAGE NO
5. Introduction
Meaning of advertising
Types of advertising
Advantages of advertising
Advertising and market share
Impact of advertising
Objectives of the study
Examples of advertising
Data analysis
Conclusion
Questionnaire
Bibilography
7. Advertising is the action of calling public attention to something, especially by paid
announcements. Note that the definition uses the term 'action of' and doesn't specify that
advertising is limited to print media, television, Internet or any other specific medium. While it
does place an emphasis on 'paid announcements,' it isn't a requirement. Finally, it only says that
attention is called to something, not specifically good attention. Anyone that has turned on the
TV during election season knows advertising can be negative.
Many business-specific definitions of advertising add that advertising is non-personal. This
distinction is sometimes important because of the role face-to-face sales play in many businesses.
A sales force is often considered a marketing strategy, not an advertising strategy.
Different Types of Advertising
Small businesses can use different types of advertising to achieve specific marketing
communication objectives. Advertising can communicate the benefits of a product, generate
leads for sales follow-up, build the reputation of a company or compare a company’s products
and brands against its competitors. It also forms part of an integrated marketing program when
used in conjunction with direct sales, public relations campaigns, social media or online
marketing tools.
Product Advertising
Product advertising communicates the features and benefits of a product to customers and
prospects. Companies use product advertising when they want to launch new products, announce
changes to existing products or increase sales of those products. Product advertisements must
reflect the interests of the target audience. An advertiser developing a campaign for a food
product, for example, would create messages and select media that appeal to a wide consumer
audience. A campaign for a business product, such as a machine tool, would use media that
appeal to different groups influencing the decision to buy, including plant managers, production
engineers and finance directors.
Corporate Advertising
Corporate advertising campaigns play an important part in business-to-business marketing,
particularly for companies trying to win a major sale or contract. Prospects evaluate the company
as well as the product when they are choosing a supplier. They look for suppliers that have the
capability to deliver quality products on time. Corporate advertising helps to build confidence
among customers and prospects by communicating messages about your company’s capability
and resources, your market position and financial stability.
Direct Response Advertising
Direct response advertising encourages prospects to register their details, typically in return for
an incentive offer, such as a free gift, special discount or a copy of a business report for business
8. prospects. The advertisement includes a response mechanism, such as a reply coupon, telephone
number, email address or website address. The information that you capture from responses
provides leads that your sales force or telemarketing team can follow up to create news sales
opportunities. You can also use direct response advertising to sell products directly to customers.
Include information on the product, together with a price and contact details for ordering the
product.
Financial Advertising
Financial advertising can help your company attract funds if you are planning to grow your
business or make a major investment. Advertising in the financial or business sections of
newspapers and magazines can raise awareness of your company among analysts, shareholders,
potential investors and advisers. Publishing financial results, together with important
developments, such as major contracts or new product launches, keeps your audience up to date
with the company’s performance.
ADVANTAGES OF ADVERTISING
The major advantages of advertising are: (1) introduces a new product in the market, (2)
expansion of the market, (3) increased sales, (4) fights competition, (5) enhances good-will, (6)
educates the consumers, (7) elimination of middlemen, (8) better quality products, (9) supports
the salesmanship, (10) more employment opportunities, (11) reduction in the prices of
newspapers and magazines, (12) higher standard of living!
The benefits derived from advertising are manifold. It is one of the most important components
of the marketing process.
This is beneficial to manufacturers, traders, consumers and society as a whole.
Advertising and Market Share
In general, most companies need to spend an enormous amount of money on advertising to
maintain their market share. Ninja Corp owns 52% of the market and is constantly threatened by
competitors. In order to keep Ninja Corp and its products on top of their consumers' minds, they
need to use advertisements as reminders. If not, the competitors will be able to steal some of the
52% of market share and sales. Ninja Corp's competitors are Martial Arts Incorporated and
Musclebound University Incorporated. Both have market share of only around 15% each.
9. Advertising is used by companies to maintain
their market share.
Traditionally companies that are either new or smaller in market share have to spend a larger
amount in advertising than their big competitors. The reason behind this is calledadvertising
response function. This is when spending for advertising does increase sales up to a particular
market share, but then the company receives a drop in sales due to diminishing returns.
Following this logic, Ninja Corp spends a basic amount on their advertising to act more as a
reminder to their customers. Meanwhile the smaller competitors do see sales results with a larger
increase in an advertising budget. Martial Arts Incorporated and Musclebound University
Incorporated both have a large advertising budget to help create awareness and increase sales and
market share. Musclebound University Incorporated has the largest advertising budget of all of
the companies since it's brand new. According to the advertising response function, new
products and companies need to invest in a large advertising budget in order to maintain
exposure to their target market and cause a purchase to occur.
IMPACT OF ADVERTISING ON CONSUMER BEHAVIOUR
Every organization, or rather, Brand, invests a lot of capital on marketing, a major chunk of
which is spent on making ads. Getting an iconic celeb like Amitabh Bachchan to speak about a
product like Navratna Hair Oil, it seems like a piece of cake nowadays. But, to how much
extent does these ads actually affect the consumers? Do they actually buy a product just because
their favorite film-star is endorsing it? Is it possible that a product can change its image on the
consumers overnight, just because of the flashy ad they just released?
If we go by theories, there are lot many factors that influence a customer to make a purchase, and
advertising is just one small part of a parameter called Psychology. Some of the more influential
factors are like:
Need of the Product – Considering the market scenario of today (I am talking about inflation);
we consumers hardly buy anything when we don’t need it.
Affordability – It is not an uncommon sight when a man sighs looking at an expensive brand of
shaving cream and goes for the cheaper brand.
Brand Image and Loyalty – Very few Surf Excel users would like to opt for a brand like Tide
or Nirma just because it is cheaper.
10. Peer group – now this is one factor that does not affect buying as much as it affects buying
behavior. Confused? Well, what I meant to say is, we buy a product when we need it, but
sometimes, especially when we are buying that particular product for the first time, we need
some help with what brand shall we choose. And this is where our peer group comes into picture.
It helps us choose a brand when we need a product, but does not tell us when we need that
product.
Advertising, it can be said, has a similar effect on our purchasing habits as our peer group does.
Nobody jumps in to say “I need that thing” just because the ad that had just been aired on TV is
extremely attractive, but yes, sometimes, we may say “let’s try this brand, the ad on TV looks
good.”
OBJECTIVES OF THE STUDY:
The present research work is designed to achieve the following specific objectives with
reference to durable products:
(i) To examine the influence of advertising on consumer buying behaviors.
(ii) To determine the influence of advertising on attitude formation of consumers.
EXAMPLES OF ADVERTISING
Amul's Har Ghar Amul Ghar - Pyar Bandhan ad: The ad campaign which showcased a sister's
love received flak online for being 'sexist' and 'regressive'. The ad was one of six ads released on
digital media. Similar to the fate of Kalyan Jewellers, the ad campaign was stopped abruptly and
R S Sodhi, MD of Amul issued an apology saying that their intent has never been to promote
gender bias, in an exchange4media report. He further added that we shall advise our creative
agency to be less nuanced in the subsequent releases.
Idea Cellular's ad campaign's : 'What an Idea Sirjee' and 'No Ullu Banaoing' were regarded as
one of the best campaigns. However, the 'Idea Internet Network - IIN' campaign of the company
was created to promote its internet services received severe criticism on social media. Memes
and parodies of the ad went viral online.
Dettol – Maa Maane Dettol Ka Dhula ad: Dettol's ad campaign which when translated meant
'Mother's trust only Dettol' was criticised on social media for its jingle being 'banal' and
11. 'lacklustre', according to an exchange4media report. The ad was released during the India-
Pakistan match in the ICC World Cup 2015.
ANALYSIS OF DATA AND INTERPRETATION
QUESTION 1:
Gender of the respondent:
S.no Gender Number Of
Respondents
Percentage
1 Male 12 48%
2 Female 13 52%
Total 25
12. This table represents the gender of the respondents . It shows that more than ½ nd
samples are female and less than ½ nd samples are male.
QUESTION 2
AGE
S.no Age Number of
respondents
Percentage
1 16-21 7 28%
2 21-26 8 32%
3 26-31 5 20%
13. 4 31 and above 5 20%
TOTAL 25
0
1
2
3
4
5
6
7
8
1st
Qtr
16-21
21-26
26-31
31 and above
This table represents the age of the respondents. Respondents between the age 16-21 yrs are
28% and respondent between age 21-26 are 32% and between 26-31 yrs are 20% and the rest
are between the age 31 and above.
QUESTION 3
OCCUPATION
S.NO Options No.of respondents Percentage
1 Student 13 52%
2 Employee 7 28%
3 Retired employee 5 20%
Total 25
14. In our research most of the respondents are students.
QUESTION 4
Which media gets your attention?
S.NO Options No: of respondents Percentage
1 Print 5 20%
2 Radio 3 12%
3 Television 12 48%
15. 4 Mouth talk 5 20%
Total 25
According to the study less than 1/2nd
of the population gets more attention by television
followed by mouth talk, print and radio.
QUESTION 5
How does an advertisement affect you?
S.NO Options No: of respondents Percentage
1 Recall 7 28%
16. 2 Positive Impression 5 20%
3 Interest 7 28%
4 Desire to purchase 6 24%
Total 25
According to this table most of respondents say that advertisement creates interest to buy the
product.
Question 6
Which Form of ad creates a greater impact on you?
S.NO Options No: of respondents Percentage
17. 1 Just the printed
words
2 8%
2 Words with sound 4 16%
3 Words with a visual 12 48%
4 A moving action
oriented add
3 12%
5 Picture depicting a
scene/story
4 16%
Total 25
According to this table words with a visual form creates great impact than other forms of
advertisements.
QUESTION 7
How long does the impact of an advertisement last on you?
S.NO Options No: of respondents Percentage
18. 1 Few hours 11 44%
2 One day 3 12%
3 One week 5 20%
4 One month 4 16%
5 More than a month 2 8%
25
According to this study most of the respondent say that impact of advertisements stays only for
few hours.
QUESTION 8
Does an ad urge you to try a new brand?
19. S.NO Options No: of respondents Percentage
1 Yes 14 56%
2 No 11 44%
25
According to this table most of the respondent say that doesn’t have urge to try a new brand.
QUESTION 9
How often do you buy the same the same article/garment design as you see in the ad?
20. S.NO Options No: of respondents Percentage
1 Always 4 16%
2 Most of the times 5 20%
3 Sometimes 10 40%
4 Never 6 24%
Total 25
According to the study 40% of the respondents say that they sometimes buy the article as
shown in the ad.
QUESTION 10
21. Which aspect of television ad is important to you?
S.NO Options No: of respondents Percentage
1 Models 2 8%
2 Background 3 12%
3 Theme 8 32%
4 Punch line 2 8%
5 Caption 6 24%
6 Photography 4 16%
Total 25
This table says that most of respondents like theme in the advertisement followed by caption
then photography then models and punch line.
QUESTION 11
Does the picture of a famous personality in the TV ad make you think that?
22. S.NO Options No: of respondents Percentage
1 The product is of high
quality
3 12%
2 It must be expensive 6 24%
3 The company must be
big
4 16%
4 The brand is facing
intense competition
5 20%
5 It does not affect you 7 28%
Total 25
This table shows that famous personality in TV ad doesn’t affect most of the respondent
QUESTION 12
What is the reason for preferring a particular brand?
23. S.NO Options No: of respondents Percentage
1 Product range 6 24%
2 Design of product 3 12%
3 Width and depth of
the product
3 12%
4 Quality 7 28%
5 Price range 6 24%
Total 25
This table represents that most of the respondents prefer particular brand because of its quality
QUESTION 13
Level of satisfaction regarding the purchase of the product?
24. S.NO Options No: of respondents Percentage
1 Very satisfied 5 20%
2 Neutral 14 56%
3 Unsatisfied 6 24%
Total
25
According to this table most of the respondents feel that level of satisfaction regarding the
purchase of the product is neutral
QUESTION 14
25. Have you purchased any products recently after coming across any advertisement?
S.NO Options No: of respondents Percentage
1 YES 10 40%
2 NO 15 60%
25
According to this study most of the respondents didn’t purchase any products recently after
coming across any advertisement.
26. QUESTION 15
Which of these factors influenced your purchasing?
S.NO Options No: of respondents Percentage
1 The ad was interesting 9 36%
2 Curious about the
product
4 16%
3 Wanted to imitate the
actors in the ad’s
3 12%
4 It was a familiar
product or brand
9 36%
Total 25
This table shows that most of the respondents feel that an advertisement will influence their
purchasing.
27. CONCLUSION
The findings of the present study are that advertisement worldwide influence the behavior and
attitude formation of consumers not only in India but also worldwide. The consumers of durables
products have their motivational sources which are advertisements and study revealed that
advertisement motivates them to materialize the purchase of durables. The consumers are
induced significantly by advertisements when the target is on quality and price. Purchase attitude
and behavior is influenced by variety of advertisements which cover product evaluation and
brand recognition.
The study show that advertising on the behavior of buying and consume plays an important role
in selling products. Also most of consumers are interested in brand products. It is found that
temporary price discounts occupy an important place in buying decision, and sponsorship has a
negative effect on buyers. Many consumers go at fairs and exhibitions attracted by the new
products, by the producer's prices or the diversified supply. Very important to mention is the fact
that the online advertising influences the buying decision. Consumer behavior and advertising
are dynamic fields, in terms of practice and scientific training. For example, the television
commercials that appear in the year 2012 have little in common with those from the
1970s. Advertisements from this earlier period used modern techniques and were primarily
informative. Advertising research styles have involved and advanced, partly through the
influence of improved technology and access to advanced theories and methods.
Index Sl.no
Introduction
Objectives
Methodology
Tools and techniques
Data Analysis
Conclusion