This document outlines a study on the impact of consumer advertising in Nepal. It discusses the history and growth of advertising in Nepal's media landscape. The objectives of the study are to identify the impact of consumer advertising, analyze advertiser preferences, examine the impact of celebrity endorsements, and study public perceptions of advertising. The methodology will use surveys of advertisers, agencies, consumers, celebrities, and officials. Samples of 500 consumers, 20 agencies, 20 advertisers, and 20 celebrities will be taken using questionnaires and interviews. Data analysis will use descriptive and inferential statistics.

1. Impact of Consumer
Advertising in Nepal
Dr. Gopal Thapa
Tribhuvan University
Email: thapazee@gmail.com

2. First Print AD of Nepal
 By the Manoranjan Press situated in Thahiti.
 In B.S. 1919 (1862 AD)
 Mokshasiddi, - a book by Krishna Giri on
whose cover page the very first print
advertisement in Nepal is found.
 Cost:3 ‘aanas’
 The ad was as follows:

3. Main Issues
 Increasing media
 Increasing advertisers
 Increasing competition
 Increasing marketing tools
 Increasing advertising budget
 Decreasing advertising effectiveness

4. Media in Nepal:
 Television – 32
 Cable Television – 734/749
 Down Link Channel - 91
 Radio – 426/556
 Newspaper – 5873
 Daily Newspaper – 420
 Advertising Agencies - 178

5. Objectives of the Study
 To identify the impact of consumer
advertising in Nepal
 To analyze the use of advertising by
advertisers and their preference
 To study the impact of celebrity endorsement
in advertising
 To examine the perception of different people
about advertising and its impact on them


6. Research Methodology
 Exploratory research based on survey
method
 Opinion survey of advertisers, agency people,
consumers, celebrities and government
officials
 Research based on primary and secondary
data

7. Sample Size
 Questionnaires will be distributed to:
• 500 consumers
• 20 ad agencies
• 20 celebrities
• 20 advertisers

8. Data Collection Method
 Primary data will be collected from
questionnaires
Separate questionnaires will be distributed to:
• Consumers
• Advertisers
• Ad agency people
• Celebrities
• Government officials

9. Sample Unit
 Consumers
 Television
 Newspaper
 Hoarding Board
 Advertising Agencies
 Government Officials
 Advertisers

10. Sampling Procedures
 500 consumers will be selected from the 20
different locations of urban, suburban and
rural area of the kathmandu Valley
 Judgmental sampling will be administered
where all respondents will be the age of 16 or
above.
 Questionnaires will be distributed to only
those respondents who are at least SLC
graduates.
 Combination of male and female will not be
less than 40 percent

11. Sampling Procedures
 Twenty advertising agency will be selected
 All selected agencies will be the members of
Advertising Association of Nepal
 Twenty celebrities will be selected as per
snowball sampling method
 Questionnaires as well as interview method
will be used to collect data and information
from the respondents

12. Data Collection Method
 Primary Data
• Questionnaires
• Interview
 Secondary Data
 Government Publication
 Publication of AAN
 Other Publications

13. Data Analysis
 PASW statistics 18 version will be used
 Descriptive as well as inferential statistics will
be used for data analysis

14. Thank You