The Advertising effects on Youth is to Know what the youth exactly want to see in the advertisement & what all are the factors which influence them to buy the product after watching advertisement. This can help the Ad making firm to know what exactly they need to show in the ad so that their will be more effect of ad on their mindset

1. Presented By:
Jay Dave
Enrollment No. 137150592005

2.  Objectives
 Introduction to Tripti communication Pvt Ltd
 Literature review
 Research Methodology
 Questionnaire Analysis
 Findings
 Limitations
 Suggestions
 Bibliography
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3. 1. To find out what is the advertisement effects on youth.
Which type of advertisement does they like more.
Brand Power in consumer’s mind to be measured by survey
1. To find out the behavior of youth towards the television
advertisement.
How much time they spend watching T.V.
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4.  Tripti Communication is a young and dynamic media company
specializing in Out-of-Home & print. We offer companies the best
suited media to advertise their brands and reach their target
demographics by pinpointing the media that will bring the highest
returns (ROI) and brand recall.
 Tripti communication partners up with various events throughout
the year and we offer advertisers the opportunity to show their
affiliation with an event that targets their demographics.
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5.  Advertising is to create understanding, liking, and selection of
product or services. The most influencing theory in marketing and
advertising research is attitude-towards-the-ad. However, the
attitude that is formed towards the ad help in influencing
consumer’s attitudes and perception toward the brand until their
purchase intent (Goldsmith & Lafferty, 2002).
 A study by Sharma (2007) finds that nowadays consumer is not
easily swayed by a celebrity in an ad but he needs full fledge
information about the product also, followed by brand name,
overall appeal, and music/ jingle. Advertisements being endorsed
by celebrities are found to be less attractive and that the use of
celebrities may not change the buying behavior of consumers
significantly.
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6.  Saksena (1990) found that teenagers are influenced by TV
advertisement and mostly purchased those brands and products
which are advertised more on television.
 Heath, Brandt and Nairn (2006) in their research reveal that
advertising associations attempt to accomplish three things:
attention, brand awareness and persuasion.
 Individuals uses cue in different buying situation for recalling the
brand ad and greater chance of brand to be retrieved of any buyer,
when different attributes are attached to the brand, which creates
brand association (Romaniuk & Sharp, 2004).
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7. 7
Research Type: Quantitative
Research Design:
Conclusive-Descriptive - single cross sectional
research design
Primary data Source:
Secondary Sources:
Online Questionnaire
Reference Material, Books, Magazine &
Newspapers, Websites.
Data Collection Method: Personal survey Method(online method)
Population: Peoples residing in Gujarat
Sampling Method: Non Probability Convenience sampling procedure
Sampling Location: Different areas of Ahmedabad City
Sample Size: 150 respondents
Data Collection Instrument: Structured Questionnaire

8. QUESTIONNAIRE ANALYSIS
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9. 9
Particulars Responses Percenatage
Print 1 1%
Radio 2 1%
Television 102 67%
Internet 45 30%
Hoardings 2 1%
Other 0 0%

10. 10
Particulars Responses Percentage
just printed words 4 3%
Words with sound 6 4%
Words with visual 21 14%
only moving action
without sound 1 1%
Picture depicting a
Scene/ Story 48 32%
Ad with Audio-Visual
Contents 72 47%

11. 11
Particulars Responses Percentage
Better Recall 5 3%
Positive Impression 25 16%
Generate Interest 57 38%
Increase curoisity to
Buy 44 29%
Better Product
knowledge 21 14%

12. 12
Particulars Responses Percentage
0 hours 4 3%
1-2 hours 118 78%
3-5 hours 24 16%
more than 5 hour 6 4%

13. 13
Particulars Responses Percentage
Few hours 17 11%
one day 44 29%
one week 45 30%
one month 4 3%
more than one
month 8 5%
Not knowing 34 22%

14. 14
Particular Responses Percentage
Yes 123 81%
No 29 19%

15. 15
Particulars Responses Percentage
The Product is of
High quality 16 11%
It Must be
Expensive 15 10%
The company must
be Big 25 16%
The Brand is facing
intense competion 34 22%
Doesn't create any
impact 62 41%
Other 0 0%

16. 16
Particulars Responses Percentage
Model 8 5%
Theme 39 26%
Background 10 7%
Punch line 21 14%
Photography 10 7%
Music 6 4%
Creativity 58 38%

17. 17
Particulars Responses Percentage
Funny 6 4%
Creative 65 43%
Unique 14 9%
Informative 19 13%
Meaningful 25 16%
Short & Crisp 6 4%
Emotional 3 2%
Crazy 6 4%
Straight Forward 3 2%
Sexy ad 5 3%

18. 18
Particulars Responses Percentage
Strongly Agree 24 16%
Agree 105 69%
Neither Agree nor
Disagree 18 12%
Disagree 5 3%
Strongly Disagree 0 0%

19. 19
Particular Responses Percentage
Strongly Agree 47 31%
Agree 80 53%
Neither Agree nor
Disagree 23 15%
Disagree 2 1%
Strongly Disagree 0 0%

20. 20
Particular Responses Percentage
A lot 20 13%
Somewhat 102 67%
Not Much 25 16%
Not at All 5 3%

21.  H0: Attention media is indepandent on Age.
 H1: Attention of media is depandant on Age.
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Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 35.979a 16 .003
Likelihood Ratio 25.218 16 .066
Linear-by-Linear
Association
11.640 1 .001
N of Valid Cases 152

22. Hypothesis 1
 Attention media is dependent on Age.
Hypothesis 2
 Selection of advertisement is independent of age.
Hypothesis 3
 Attention media is independent on occupation.
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23. Hypothesis 4
 Selection of advertisement is dependent of age.
Hypothesis 5
 Mind set via advertisement is independent on age.
Hypothesis 6
 Watching of T.V. is independent upon occupation.
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24. Hypothesis 7
 advertisement urges you to buy a new prodect is independent on
gender.
Hypothesis 8
 Thus, Advertisement urges to buy a new product and income is
independent Of each other.
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25. Hypothesis 9
 Most important aspect of T.V. advertisement is independent on
gender.
Hypothesis 10
 Different kind of ads is independent on age.
Hypothesis 11
 Different kind of ads is independent on occupation.
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26. Hypothesis 12
 Watching of new ad is independent on age.
Hypothesis 13
 Annoying after watching ad is independent on age.
Hypothesis 14
 Liking of offbeat ad is independent on gender.
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27.  Researcher found that from the analysis we can say that the television
media is most preferable media as compare to other media. As
television media is holds 67% of the analysis.
 Researcher found that from the analysis we found out that the 47% of
the respondents have preferred Ad with audio –Visual contents.
 Researcher found that from the analysis we found out that 38% of the
respondents said that watching advertisement.
 Researcher found that from the analysis we found out that 78% of
respondent watching television 1-2 hours daily.
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28.  Researcher found that from the analysis we found out that 30% of the
respondent says that the advertisement stays on mind for one week.
 Researcher found that from the analysis we found out that 81% of
respondent says that advertisement urge them to buy a new product.
 Researcher found that from the analysis we found out that 41% of the
respondent is not urge to buy product by usage of celebrity in the
advertisement.
 Researcher found that from the analysis we found out that 38% of
respondent wants to see creative advertisement more than other.
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29.  Researcher found that from the analysis we found out that 55% of the
respondent is neither Agree nor Disagree, that they like offbeat ads
only.
 Researcher found that from the analysis we found out that 53% of the
respondent is Agree that they like creative but sensible ads.
 Researcher found that from the analysis we found out that 67% of the
respondent think that “Ethical” Issue are affecting Tv ad..
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30.  The television media is most preferable media among the
audience, as it gives them better knowledge about product & it
generate interest to buy the product.
 The advertisement should more creative and sensible.
 The Advertisement must urge consumer to buy new product.
 The advertisement must be shown more number of times because
it should last on consumer mind more no of times.
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31.  The advertisement must in the form of audio-visual content
as it is the best way to advertise your product.
 The females prefer more television media then male.
 The advertisement must generate interest on consumers
mind to buy the product.
 The advertisement must be appealing and engaging.
 The advertisement must show its intended message.
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32.  The television media is most preferable media among the , but
still they only spend 1-2 hours per day watching it.
 The internet media is slowly increasing its market share among
the youth, so the day will b no longer when we will see the, that
television media will be not that much preferable what it is
preferable today.
 The advertisement must also play important role by making such
Ads which will help aware the people , which is happening in the
society this days.
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33.  Due to lack of time with people most of the people were not willing to
respond to the questions due to which it was very difficult to convince
them for collecting the information.
 Reliability of the data: - Many respondents do not have any clear idea.
 Many respondents did not know many times what the questions were
exactly.
 Many respondents were not ready to give answers of each question.
 For example, most of the respondents did not revealed personal
information.
 Time constraints were there on our part.
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34.  It was not possible to gather responses of such a large number of
people within such a short span of time.
 Area of the project is limited to Ahmedabad.
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35.  From this research we came to know that most preferred advertisement
among the youth is the ad which is creative and sensible.
Advertisement should be done through all media like, newspaper,
radio, internet etc, but to increase brand awareness the television
media is most preferable media.
 Advertising has been an immensely crucial aspect of business for what
the society doesn’t see, it doesn’t buy. The advertising world has
always been extremely dynamic and ever-evolving, but with the re-vamping
of advertisements as per the economic situation of the
country guarantees it to be more vibrant and vivacious than ever
before.
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36. Websites:
 http://www.ibef.org/industry/advertising-marketing-india.
aspx
 http://www.indianmirror.com/indian-industries/
advertising.html
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37. Books:
 Philip Kotler and Kevin Keller Marketing Management: A South
Asian Perspective (13th edition), page no: 86 to 109.
 Naresh.K.Malhotra Marketing Research: An applied orientation
(5th edition), page no: 210 to 242
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38. Thank You
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