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MITTAL SCHOOL OF BUSINESS
Course Code: MGN379 Course Title: Basics of Research
Academic Task: 1 Registration No: 12210489
Roll No: 17 Section: Q4E26
Faculty: Dr.Blessy Sarah Mathew Programme: Bcom
Declaration:
I declare that this assignment is my individual work. I have not copied it from
any other students’ work or from any other source except where the due
acknowledgement is madeexplicitly in the text, nor has any part been written for
me by another person.
Evaluation Parameter: Rubrics on Different Parameters
Students’ Signature: Pardeep Kumar
Evaluator’s Comments:
Maximu
m Marks
Marks
Allotte
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observation
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Suggestions
for
improvement
Best Part
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Evaluator'
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THE EFFECTIVENESS OF
ADVERTISEMENT INFLUENCING
CONSUMER BEHAVIOUR
INTRODUCTION:
Consumer’s behavior and attitude toward a product is greatly impacted by the advertising
campaigns portrayal of the brand, its persuasiveness, and the presence of a celebrating
endorsing the product. Business uses advertisement as a tool to promote their products and
services. The utilization of advertisements has remarkably increased in 20th
century due to
expansion in industrialization the supply of processed and fabricated products. In company’s
marketing exercise, businesses can choose the best adverting strategy, by making use of
expertise, science and experience concerning suitable and proper methods, according to
customer tendency for making purchases.
The evolution of advertisement dates back into the ancient times. Societies used symbols and
pictorial signs to attract their product users. Over centuries, these elements were used for
promotions of products. In the early ages, these were handmade and were produced at limited
scale for promotions. Later on, this phenomenon gained strength more intensively for
promotional purposes. Today’s modern environment, advertisements have become one of the
major sources of communicational tool between the manufacturer and the user of the products.
The advertisements should be entertaining enough to grab the attention of the consumer. There
are many advertisements in the world what makes your advertisement different is
entertainment. It is human psychology to believe in what we see, hear and read. Many people
and people see advertisement in wrong way. They believe that advertisements help the
company sell products that consumers do not need, and they believe in the pull form of
advertising. In the pull form of advertising the consumers seek the product and come to the
company. However in the fast paced world, we believe that companies should not stop
advertising. Companies should advertise and trigger purchase reactions from consumers to
succeed and thrive in this cutthroat environment.

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LITERATURE REVIEW
Many studies have examined the effectiveness of advertising in the past decade. The common
measures of advertising effectiveness include brand awareness, and recall, ad recognition,
attitude towards the ad clicks or clicks through rate, the brand and purchase consideration of
theses common measures attitudes towards the ad, click on ad and the ability are focus of
present study. The effectiveness of these three measures was assessed by their ability to predict
purchase decisions.
Advertising is a critical part of the market strategy, especially in business-to-consumer
contexts. Kotler, Keller, Koshy and Jha (2009) stated that the consumer passes through
different stagers before .making a final purchase. This was explained with the help of different
models like attention, INT, desire and action(AIDA) , attention, INT, desire, CON and
action9(AIDCA), hierarchy of effects model, innovation adoption mode and information
processing model. Ehrenberg (1992) posited that an advertisement first creates AWR and INT
resulting in product purchase. The research conducted by Rai (2013) established the effects of
advertisements on attitude formation and CB.
Calder Malthouse and Schaedel (2009) established the consumer’s engagement with the media
positively affects advertising effectiveness. Mehta (2000) indicated that advertising
effectiveness depends on many factors like choice of media and consumers involvement with
the media.
Nysveen and Breivik (2005) posited that advertisement content and quality of media have a
significant impact on the effectiveness of the commercial. Bishnoi and Sharma (2009) found
that TV advertisement affect more to rural teenagers as compared to urban teenagers.
RESEARCH GAP: A lot of research is done on this topic but it is not generally accepted
by people and some points are missing in their research.So this research aims to study the case
of the Mittal School of business in lovely professional university .
RESEARCH OBJECTIVES:
● To study the effectiveness of advertising on consumer’s behavior. In the case of Mittal school
of business.

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QUESTIONNAIRE ON EFFECTIVENESS OF
ADVERSTISEMENT OH CONSUMER BEHAVIOUR:
Note:
1. The purpose of the dorm is to obtain the information regarding the effectiveness
of advertisement on consumers’ behavior.
2. All the information will be used for research purpose only and will be kept confidential.
3. Please answer all the questions carefully and honestly. Your responses are valuable to me.
4. Thank you for your response and cooperation.
PART A: Personal Details
1. Name: ……………………………………………
2. Email: ……………………………………………
3. Phone no: ………………………………………..
4. Age :
6. Employment Status:
Employed Unemployed Student Prefer not to say
7. Educational qualification:
Undergraduate Postgraduate PHD Holder Others
8. Marital Status:
Married Unmarried Separated Widowed
PART B: Perception on Advertisement
9. Do you believe in advertisement?
Yes No
10.Do you buy things after watching advertisements?
Yes No sometimes
Below18 18-25 26-40 40above
5.Gender:
Male Female Other

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11.According to you what is the purpose of advertisement?
To educate To entertain To persuade To confuse
12.Do you think that the big stars play an important role in influencing the
people? Yes No sometimes
13.Do you think that advertisement is the best way to sell a product?
Yes No maybe
14.According to you which are the more effective means of advertisement?
TV ad Internet Print ad Radio ad
15.What effect advertisements have on you?
Good Bad Neutral
16. Do you think the quality of the product is same as shown in the
advertisement?
Yes No Maybe
17. Which type of the advertisement you like the
most?
Offline. Online
18. Do you agree that when you see a product, you remember their advertisement and
get influenced by it?
Yes No Sometimes
19. Have you ever seen people falling for wrong advertisements?
Yes No
Thank you for answering the questions

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REFERENCES:
● Calder, B.J., Malthouse, E.C., &Schaedel, U, (2009). An experimental study of the
relationship between online engagement and advertisement effectiveness. Journal of
interactive marketing, 23 (4).
● Bishnoi, V.K., & Sharma, R. (2009). The impact of TV advertising on buying
behavior on buying behavior: A comparative study of rural and urban teenagers. JK
Journal of management & technology 1(1).
● Rai ,N.(2013). Impact of advertising on consumer behavior and attitude with the
reference to consumer durables. International Journal for Management Research
and Business Strategy, 2(2)
● Sachdeva, R. (2015).Assessment of advertising effectiveness: A scale validation
exercise. SAMVAD, 9

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