mbr ethical ads
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INTRODUCTIONINTRODUCTION
This report contains a comprehensive record of our work
performed on the research project. It includes detail of all the tasks that
we performed in the course of this project. These tasks are presented in
this report in a sequence to make it easy for the reader to understand
and comprehend the results. The manner in which the relevant activities
are mentioned is below:
Theory
Problem Definition
Exploratory research
Focus group and in-depth interviews
Hypotheses development
Questionnaire Design
Survey
Data Processing and Statistical Interpretation
Data Analysis
Conclusion
THEORY AND PROBLEM DEFINITIONTHEORY AND PROBLEM DEFINITION
Theory:Theory:
Our research began with the following theory:
Companies are not showing right ads
We translated the above theory into a problem definition to remove all sorts of
ambiguities and have a clear nature of the problem
Problem statement:Problem statement:
Do consumers feel that companies show ethical ads?
Purpose of researchPurpose of research
Our research aims to fulfill many purposes. They are listed below:
1. To explore the perception of consumers regarding ethical aspects of
advertising.
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2. To find out whether their perception of ads effect the purchasing
decision.
3. To give ad agencies and corporations an insight of how ethical ads can
affect their image and sales.
4. To suggest the implications of ethical beliefs regarding advertising for
the marketers and public policy makers.
EXPLORATORY RESEARCHEXPLORATORY RESEARCH
For exploratory research we searched online and came across several
articles on ethicality of advertisements which is included in this section of
report. Also, we conducted a pilot study which is discussed in detail in the
following pages. Next, we conducted focus groups and in-dept interviews. Brief
results are in the following pages.
Secondary DataSecondary Data
We analyzed the following articles as a part of our secondary research.
Socio-Economic And Ethical Implications Of Advertising A Perceptual Study
Straight Talk - Csr - The Human Face Of Business
Know How Advertising Works
TV Advertisements By Sabeen Amjad
Unethical Drug Advertisement Sample
Sell! Buy! Semi linguistic Manipulation
In Print Advertising
The main points discussed in these articles were:
Targeting children in advertising is considered unethical by many
Use of comparative advertising is definitely unethical since degrading
other brands is not an acceptable act
Use of celebrities in advertising may be unethical if celebrities dont
use the products or the price increases dramatically because of
endorsement
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Unnecessary use of female models in advertising may be considered
unethical depending on culture
Females wearing revealing clothes in ads may be unethical due to the
same reason as above
Promotion of products though doctors is unethical if the doctorshavent undertaken a research on that product
PILOT STUDYPILOT STUDY
As part of our exploratory research, we carried out a pilot study to identify
as to what people actually think about ethics in terms of
advertisements. We asked people to fill in the questionnaires that we
designed based on open-ended questions such as what do they think of ethicsin context of advertisement? What are their general perceptions regarding
advertisement nowadays? And any advertisement which they can think of that
according to them was not the way it should have been? Several other
questions were asked.
Based on the responses of these 25 respondents, aging between 20 and 36,
we derived following conclusions.
Out of these 25 respondents, 21 think that advertisements play an important
role in todays world, however according to them majority ofadvertisements
do not fulfill the sole purpose for which it is designed. This is because
either the product is not well featured or more emphasis is placed on other
elements of advertisements such as model.
Answering to the question as to how do they define ethics in context to
advertisements; a number of different answers were obtained. According to
them ethics in advertisement is something which is subjective to the culture of
our society, ads that are not vulgar, not misleading in a sense that many ads
hide vital information and exaggerate benefits of the product or service to be
sold.
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Accordingly, many described ethics in terms of advertisement as manners
and courteousness that an ad should show towards audience as well as
towards other brands. This was a very good point raised by a respondent.
While some other stated that it should deliver what it promises to deliver and
should be such that it can offer family viewer ship.
Also, we asked these respondents to recall any advertisements that they
think have not met the criteria of ethics. Surprisingly, 19 people came up with
a quick answer to this question which indeed proves that they are constantly
exposed to such unethical advertisements.
Also, we interviewed a number of doctors according to whom drug
prescription in advertisements is highly unethical as medicines are not likely toaffect everyone in the same way.
The doctors said that it is unethical to have doctor as a model in any kind of
advertisements and for them a ethical advertisement is that which gives the
information on the basis of which ones buying decision can relay.
One more thing that we noticed that perception about the ethics is variable
in accordance with age group but not in accordance with profession.
FOCUS GROUP AND IN-DEPTH INTERVIEWFOCUS GROUP AND IN-DEPTH INTERVIEW
ANALYSISANALYSIS
In carrying out the focus group and in-depth interviews, we paid close
attention to what our sir Mr.Umair Zia taught us in class. Based on what we
inculcated from his lectures, we conducted focus groups and in-depth
interviews.
We started with defining our research problem, Do consumers feel
companies are making ethical ads or not?
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We then determined our qualitative research objective, which was basically
to understand the problem in a more comprehensive manner and acquire
general public response and opinions about this problem
The objective of the focus group and in-depth interviews was basically
to explore as many new factors as we can through providing an informal and
relaxed discussion environment to respondents who were PRE-SCREENED using
a questionnaire prepared for the purpose.
Some of these screening questionnaires are attached in the following
pages.
A moderators outline was prepared and without wasting anytime we quicklystarted of with the task of conducting interviews.
After, it was the recorded tapes were reviewed to analyze the data which
is a part of this report. The data collected by these questionnaires provided us
a greater insight into the problem and helped us plan our future course of
action with respect to this research.
*Moderators outline in appendix
Focus GroupsFocus Groups
In both the focus groups we conducted, the participants were either graduate
or undergraduate students or employed. In the 1st focus group, the participants
consisted of business students and chartered accountants. The 2nd focus group
was exclusively of business students, mostly doing their majors in marketing.
This was done to see the point of view of these business minded people and
their attitude towards ethical advertising. In the following pages are the
analyses of both the focus groups. One point to mention here is that because of
group dynamics, the moderators outline wasnt followed strictly.
We can summarize the findings of our 1st focus group as follows:
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Ethics concerns right or wrong and it has different meaning to different
people because of differences in cultures, values, status, etc.
The purpose of ads is to create awareness and increase sales
All ads should be ethical
Targeting children in ads is OK but if the product is not that expensive and ismade for children. Parents should also control the purchasing power of their
children
Promoting products through female models is OK if the models are dressed
appropriately.
Our participants dont feel embarrassed watching female-oriented ads with
their family members
Misleading ads are unethical and should be controlled by some regulatoryauthority
Comparative advertising is always unethical if brand names are used. There
are healthier ways to compete
Celebrity endorsement is ethical as long as celebrities use the products they
are endorsing
Medical experts shouldnt endorse products unless they have researched on
it and are qualified for endorsements
We can summarize the findings of our 2nd focus group as follows:
Ethics concerns not showing the wrong content, being within the limits and
ability to differentiate between right and wrong.
The act of hiding important information in advertisements by the companies
is considered to be unethical.
False claims made by the doctors in the ads are not a good act.
Mostly said that excessive use of female models in ads is useless,
companies should try to be more creative.
Companies exploiting female models/actresses to increase their sales.
Targeting the kids is Ok provided the ad is not exploiting the childs mind.
Comparative advertisement is Ok provided it is not abusing or degrading its
competitor
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Medical experts shouldnt endorse products unless they have researched on
it and are qualified for endorsements
ANALYSIS OF DOCTORS DISCUSSIONANALYSIS OF DOCTORS DISCUSSION
As part of the research we conducted an in depth interview with doctors at Aga
Khan University Hospital (AGUH). Prior to this interview we conducted two
focus group interviews based on which we came to know that a number of
people feel that it is entirely unethical for doctors to advertise a product which
they themselves dont use or are uninformed about its ingredients and side
effects. A number of products were highlighted in relation with this issue. Some
common being soaps, toothpastes, shampoo and hair oil.
Therefore, we decided to carry out an interview with doctors with the objective
of finding out what they feel about this response of general public in terms of
their agreement or disagreement with this view. Also, to find their general
perception towards the advertisement as to whether they feel ads are ethical
or unethical these days.
After the interview was done, we sat back and reviewed the recorded video of
the interesting discussion and deducted following conclusions.
These Doctors defined ethics in relation to advertisement as:
Acceptable advertisement
Family viewer ship
Cultural values should be met
Should give complete information as to what are the side effects of the
product
The timing of the advertisement should be in accordance with the kind of
viewers watching the TV at that particular time
Should not be misleading
There should be an educational component attached with advertisement
as it is made for masses
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An ethical advertisement is such that does not portray something that is
impossible such as taking people to fantasy world
According to them, ethics in advertisement means:
Something which is right
An advertisement where another brand is not degraded
An advertisement whereby all the ingredients and side effects of the
product are mentioned
HYPOTHESESHYPOTHESES
H1: Employment of Unnecessary Female Models Is Considered Do Be
Ethical
H2: Female wearing reveling clothes in advertisements is unethical
H3: Advertisements that dont give complete information about the
product are considered to be unethical
H4: Competitive advertisements are unethical.
H5: Celebrity endorsement is ethical
H6: Doctors coming on advertisements are unethical
The above stated hypotheses were developed in order to be tested by survey.
SAMPLE DESIGNSAMPLE DESIGN
We chose to survey 300 people based on our budget and time availability. The
criteria that was set for the people to be surveyed was that they should be 20
and above who can understand the basic idea of the research and who may be
mature enough to define ethics in advertisements.However, the sampling technique that we used in this survey was non-
probability sampling, to be more specific convenience sampling due to limited
budget and easy to be used.
We surveyed people in colleges, offices, clubs and shopping malls. Also, got the
questionnaires filled by relatives and friends.
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QUESTIONNAIRE
(Please dont write your name on the questionnaire. We want to keep yourresponses confidential)
GenderMale Female
Age20-25 26-35 36-45 46 and above
Q-1 Define ethics, in terms of advertisement?
____________________________________________________________________________________________________________________________________________________________
Q-2 What is the purpose of advertisements, in your opinion? (You maychoose more than one answer)
o To create awareness about the product/service
o To highlight product features and benefitso To give complete information about the product/serviceo To give true information about the product/serviceo To entertain viewers
Q3. What do you think about ads, where female models are employedunnecessarily?
o I dont have any problem with such adso They are acceptable but to a certain extendo I am against such ads
Q-4 With reference to the above question, how often do you come acrosssuch ads nowadays?
o Yes, very ofteno Sometimeso No, not at all
Q-5 What do you think about ads where female models are wearingrevealing clothes?
o I dont have any problem with such adso I am against such ads
Q-6 In your opinion are companies showing such ads nowadays?o Yes, to a great extento Sometimeso No, not at all
Q-7 With reference to THE above question, will you buy such aproduct/service?
o I will definitely buy ito I might buy ito I will not buy it
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Q-8 Do you think advertisements nowadays, give true information about theproduct/service?
o Yes, they always doo Most of the timeo Sometimeso Very few of the timeo Never
Q-9 Have you recently (in 3 months time) come across an ad where onebrand has let down another brand in its advertisement?
o Yeso No
Q-10 If your answer is YES to the above question, please specify what youthink about such ads?
o I dont have any problem with such adso I somewhat ok with such adso I am against such ads
Q-11 Do you think that use of celebrities to promote a product is right?o Yes, it is right in any caseo Yes, it is right if the product is being used by the celebrityo No, it is wrong if the product is not being used by the celebrityo No, it is wrong in any case
Q-12 For which product, do you remember seeing an ad where a doctor ispromoting that product? (You may choose more than one option)
o Ice creamo Soapo Hair oilo
Fast foodo Lotion/creamo Soft drinko Toothpasteo Shampooo Other ___________
Q-13Have you ever purchased a product after being influenced by a doctor'srecommendation in an advertisement?
o Yeso No
Q-14 If YES, did the product generate the promised results or outcomes bythe doctor?o Yeso No
Q-15 If NO, please specify why you havent purchased any such product uptill now?
o I never thought about it
o I didnt have the need for that producto I dont trust doctors recommendations in advertisements
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Thank you for your time!
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GENDERGENDER
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Male 240 60.0 60.0 60.0
Female 160 40.0 40.0 100.0
Total 400 100.0 100.0
Mean 1.4 - Std. Deviation 0.4905
Purpose:Purpose:The purpose of identifying gender was to highlight whichgender was comfortable answering our questionnaire morethan the other.
Findings:Findings:The above data and pie chart depicts there were 60% maleand 40% female respondents to our questionnaires. Althoughwe tried, females seemed a little reluctant towards filling inthe questionnaires.
Reasoning:Reasoning:Definitely not because of the topic or type of questions, maybe because they tend to be relatively busier within theirhomes rather than outside.
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AGEAGE
Frequency Percent Valid
Percent
Cumulative
Percent
Valid 20-25 255 63.8 63.8 63.8
26-35 65 16.3 16.3 80.0
36-45 50 12.5 12.5 92.5
46 and above 30 7.5 7.5 100.0
Total 400 100.0 100.0
Mean 1.64 - Std. Deviation 0.97
Purpose:Purpose:The purpose of identifying age was to observe the pattern ofanswers with the increasing age and to look for anysimilarities within and differences across the age brackets.This would later be proven in hypothesis testing.
Findings:Findings:For now, the above data and pie chart portrays a high numberof young respondents to our questions i.e. 64% of therespondents were within 20 to 25years of age.With the increase in age, the number of respondentdecreases, i.e. 16%, 12% and 8% for age brackets of 26-35,
36-45 and 46 above respectively.
Reasoning:Reasoning:Two reasons were observed:
1. Lack of awareness about media (advertisement) tactics2. Low response turnover
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1. Definition Of Ethics In AdvertisementDefinition Of Ethics In Advertisement
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Meeting values 69 17.3 17.3 17.3
Meaningful advertisement 41 10.3 10.3 27.5No comparative advertisement 35 8.8 8.8 36.3
Concern for underage viewers 33 8.3 8.3 44.5
True information 102 25.5 25.5 70.0
No exploitation of women 37 9.3 9.3 79.3
Consumer rights 32 8.0 8.0 87.3
Ethics not applicable 51 12.8 12.8 100.0
Total 400 100.0 100.0
Mean 4.38 - Std. Deviation 2.303
Purpose:Purpose:
To know the viewers idea of ETHICS in terms ofadvertisement i.e. in a way there expectations towardsadvertisement that what should it show and what not.
Findings:Findings:Respondents idea of ethicality depends highly on whether theinformation is truly being conveyed to them or not, whereas aminority of 8% each also gave importance to issues likeconcern for underage viewers and customer rights as ethicaland that ads are ethical if they depicts them.
True information 26%Meeting values 17%
Meaningful advertisement 10%
No exploitation of women 9.0%
Ethics not applicable 13%
No comparative advertisement 9.0%
Concern for underage viewers 8.0%
Consumer rights 8.0%
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2. Purpose of Advertisement2. Purpose of Advertisement
Frequency PercentValid
Percent
Cumulative
Percent
Valid Create awareness 286 71.5 71.5 71.5
Highlight product features 56 14.0 14.0 85.5give complete info 34 8.5 8.5 94.0
Give complete info 20 5.0 5.0 99.0
Entertainment 4 1.0 1.0 100.0
Total 400 100.0 100.0
Mean 1.5 - Std. Deviation 0.9177
Purpose:Purpose:
To know what perceptions do advertisements hold in theminds of the customers.
Findings:Findings:The above data and pie chart depicts the 71% of theconsumers find advertisements to be responsible of creatingawareness. 14% were of the view that ads are to highlightproduct features. The remaining thought of advertisements asresponsible of giving complete information about theproducts, true information about the products andentertainment source with 9%, 5% and 1% respectively.
Reasoning:Reasoning:71%, a majority of people have generalized idea ofadvertisements i.e. to create awareness. Apart from thempeople associated with business studies and being in theoffice work environment highlighted in depth purposes of adsin their minds.
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3. Opinion3. Opinion about Ads with Unnecessary Female Modelsabout Ads with Unnecessary Female Models
Frequency Percent Valid
Percent
Cumulative
Percent
Valid No problem 134 33.5 33.5 33.5
Acceptable to certain extent 192 48.0 48.0 81.5
Against it 74 18.5 18.5 100.0
Total 400 100.0 100.0Mean 1.8500 - Std. Deviation .7062
Purpose:Purpose:To know a generalized idea of viewers towards female modelsworking in advertisements
Findings:Findings:Although 33% of the respondents have no problem withfemale working in ads but a major chunk of 48% find it to beacceptable to a certain extent only, whereas 19% of themwere totally against it.
Reasoning:Reasoning:1. The 33% was of the upcoming youth, being more of a
broader view about working women find females modelsto be as equal as male models in ads, talking about
Equal job opportunities.2. The 19% which was totally against were highly fromhigher age groups who might have not accepted femalepresence in media as yet.
3. The group of 48% which accepted it to a certain extentseems to be of a view that female models can beemployed only if necessary and not in every other ad.
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4.4. Frequency of Ads with Female ModelsFrequency of Ads with Female ModelsMean 1.3975 - Std. Deviation 0.5877
Frequency Percent Valid Percent Cumulative Percent
Valid Very often 262 65.5 65.5 65.5
Sometimes 117 29.3 29.3 94.8
Never 21 5.3 5.3 100.0
Total 400 100.0 100.0
Purpose:Purpose:To know how often have they found UNNECESSARYinvolvement of females in advertisements in theirperception?
Findings:Findings:The above data and pie chart illustrates that 66% of the
respondents have found females to be unnecessarily beingemployed in ads. Only a 9% doesnt find it unnecessarywhereas the rest find so at times.
Reasoning:Reasoning:1. Male dominant Society. If its a female its always a
WHY? But if a male, WHY NOT?2. Cultural constraints.
5. Opinion about Female Models Wearing RevealingOpinion about Female Models Wearing RevealingClothesClothes
Frequency Percent Valid
Percent
Cumulative
Percent
Valid No problem 210 52.5 52.5 52.5
Against 190 47.5 47.5 100.0
Total 400 100.0 100.0
Mean 1.4750 - Std. Deviation 0.5000
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Purpose:Purpose:To know viewers perception about female models withrevealing clothes.
Findings:Findings:52% of the respondents didnt find any problem with female
models being advertised with revealing cloths whereas 48%do find it unacceptable.
Reasoning:Reasoning:Reason being the sensitivity of female towards female modelsworking in advertisements with revealing clothes is more thanthat male.
6. Are Companies Showing Such Ads?6. Are Companies Showing Such Ads?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Yes, to great extent 226 56.5 56.5 56.5
Sometimes 161 40.3 40.3 96.8
Not at all 13 3.3 3.3 100.0
Total 400 100.0 100.0
Mean 1.4675 - Std. Deviation 0.5610
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Purpose:Purpose:To know how frequently viewers encounter female models inadvertisements with revealing clothes.
Findings:Findings:57% of the respondents have observed ads with femalemodels with revealing clothes, whereas 40% did not noticeany such thing
Reasoning:Reasoning:Reason being the sensitivity of female towards female modelsworking in advertisements with revealing clothes is more thanthat male which would later be proven as well.
8. Do Companies Give True Info In Ads?8. Do Companies Give True Info In Ads?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Yes, always 18 4.5 4.5 4.5
Mostly 105 26.3 26.3 30.8
Sometimes 155 38.8 38.8 69.5
Rarely 102 25.5 25.5 95.0
Never 20 5.0 5.0 100.0
Total 400 100.0 100.0
Mean 3.0025 - Std. Deviation 0.9485
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Purpose:Purpose:To know how much of people have found ads showing TrueInformation in what frequency.
Findings:Findings:A majority of 39% have sometimes actualized the promisedinformation about the products in ads.Whereas two groups of 26% each found true informationbeing depicted mostly and rarely respectively. Only a minorityof 5% and 4% were of neg. and positive extreme views aboutthe honesty of ads.
Reasoning:Reasoning:As a matter of fact, advertisements are made in a way to
simply highlight whats good and hide what might not beappreciated.
9.9. Have you recently (in 3 months time) come across an adHave you recently (in 3 months time) come across an ad
where one brand has let down another brand in itswhere one brand has let down another brand in its
advertisement?advertisement?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Yes 267 66.8 66.8 66.8
No 133 33.3 33.3 100.0
Total 400 100.0 100.0
Mean 1.3325 - Std. Deviation 0.4717
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Purpose:Purpose:To identify if respondents know about comparativeadvertisement and whether have they observed it in pastthree months.
Findings:Findings:67% of the people know what comparative advertising is andhave observed it being advertised whereas the rest of themdid not seem to observe it, at least in past three months.
Reasoning:Reasoning:Since we had more male respondents, and they belonged toeither business studies or are working in offices, they have aprevious knowledge of comparative advertisement.
10. Perception about comparative ads10. Perception about comparative ads
Frequency Percent Cumulative
Percent
Valid No problem 187 70 70
Against 80 30 100.0
Total 267 100.0
Mean 1.0075 - Std. Deviation 0.6955
No Problem
Against
Purpose:Purpose:To know the reaction of consumers about comparative adsand to identify if its an ethical issue or not
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Findings:Findings:70% had no issues with this and find no problem with it.
11. Opinion about celebrity endorsement11. Opinion about celebrity endorsement
Frequency Percent ValidPercent
CumulativePercent
Valid Yes, right in any case 185 46.3 46.3 46.3
Yes, if Celebrity uses product 138 34.5 34.5 80.8
No, if Celebrity doesn't use 45 11.3 11.3 92.0
No, wrong any case 32 8.0 8.0 100.0
Total 400 100.0 100.0
Mean 1.8100 - Std. Deviation 0.9279
Purpose:Purpose:To know their reaction about celebrity being endorsed for aproduct and to check if its an ethical aspect
Findings:Findings:81% respondents have no issues with celebrities beingendorsed, out of which 35% are of the same opinion if itsACTUALLY being used by the celebrity.
12. Doctors Promoting Products12. Doctors Promoting Products
Frequency Percent ValidPercent
CumulativePercent
Valid Ice cream 35 8.8 8.8 8.8
Soap 219 54.8 54.8 63.5
Hair oil 23 5.8 5.8 69.3
Fast food 4 1.0 1.0 70.3
Lotion/cream 15 3.8 3.8 74.0
Soft drink 11 2.8 2.8 76.8
Toothpaste 81 20.3 20.3 97.0
Shampoo 6 1.5 1.5 98.5
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Medicine 6 1.5 1.5 100.0
Total 400 100.0 100.0
Mean 3.4200 - Std. Deviation 2.3015
Purpose:Purpose:To know for which ads can customers recall products beingpromoted by doctors?
Findings:Findings:Soap received a 55% recall and toothpaste got the 2ndhighest recall of 20%
7. Will you buy product in above situation?7. Will you buy product in above situation?
Frequency Percent Valid Percent Cumulative Percent
Valid Definitely buy it 80 20.0 20.0 20.0
Might buy it 292 73.0 73.0 93.0
Definitely not buy it 28 7.0 7.0 100.0
Total 400 100.0 100.0
Mean 1.87 - Std. Deviation 0.5037
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Purpose:Purpose:To know if consumers feel like buying the products beingadvertised by female models with revealing clothes.
Findings:Findings:73% of the people say that they might buy it, only a 7% ofrespondents were totally against it.
Reasoning:Reasoning:If they product is good they will buy irrespective of ad.
13. Purchased Product After Doctor's Recommendation?13. Purchased Product After Doctor's Recommendation?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Yes 114 28.5 28.5 28.5
No 286 71.5 71.5 100.0
Total 400 100.0 100.0
Mean 1.8950 - Std. Deviation 1.2581
Purpose:Purpose:To know if consumers buy products after being referred bycelebrities
Findings:Findings:72% do not buy products after being recommended bydoctors whereas a minority of 28% does.
14. Product Generate Promised Results14. Product Generate Promised Results
Frequency PercentCumulative
Percent
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Yes 66 57.89 57.89
No 48 42.11 100
Total 114 100 100
Purpose:Purpose:To know if the consumers were correctly recommended
Findings:Findings:
Out of 114 respondents who buy products after doctorsrecommendation, 58% found them to be true whereas 42% or48 of them did not find so.
15. If not, why haven't you purchased such a product?15. If not, why haven't you purchased such a product?
Purpose:Purpose:To know why do respondents, if, not buy products wheredoctors recommend them to
Findings:Findings:
Frequency Percent Cumulative Percent
Never thought about it 80 27.97 27.97Didnt need the product 69 24.12 52.09
Dont trust Doctors 137 47.9 100
Total 286 100 100
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Surprisingly, a majority of 48% do not even trust doctorsrecommendation and 28% do not even give it a thought. A24% minority never felt the need of buying such product.
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95%
Dont reject
ho
95%
Dont reject
ho
HYPOTHESIS TESTINGHYPOTHESIS TESTING
H1: Employment of Unnecessary Female Models IsH1: Employment of Unnecessary Female Models IsConsidered Do Be EthicalConsidered Do Be Ethical
i.i. Ho:Ho: p = 0.3p = 0.3 (Unethical)(Unethical)HHA:A: p < 0.3p < 0.3 (Ethical)(Ethical)
ii.ii. Level of significanceLevel of significance= 5%
iii.iii. Test StaticTest Static
nqp
ppz
=
iv.iv. Critical RegionCritical RegionWe reject Ho: if Z cal
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dont reject our Ho:
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95%
Dont rejectho
95%
Dont reject
ho
H3:H3: Advertisements not giving completeAdvertisements not giving completeinformation about the product are consideredinformation about the product are considered
to be unethicalto be unethical
H4: Competitive advertisements are unethical.H4: Competitive advertisements are unethical.
i.i. Ho:Ho: p = 0.3p = 0.3 (Unethical)(Unethical)HHA:A: p < 0.3p < 0.3 (Ethical)(Ethical)
ii.ii. Level of significanceLevel of significance= 5%
iii.iii. Test StaticTest Static
nqp
ppz
=
iv.iv. Critical RegionCritical Region
We reject Ho: if Z cal
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95%
Dont rejectho
Since the calculated value fall incritical region so we reject ourHo!
It is Ethical
H5: Celebrity endorsement (Ethical)H5: Celebrity endorsement (Ethical)
It is evident from pie chart of Q 11 of questionnaire
H6: Doctors coming on advertisements areH6: Doctors coming on advertisements areunethicalunethical
i.i. Ho:Ho: p = 0.3p = 0.3 (Unethical)(Unethical)HHA:A: p < 0.3p < 0.3 (Ethical)(Ethical)
ii.ii. Level of significanceLevel of significance= 5%
iii.iii. Test StaticTest Static
nqp
ppz
=
iv.iv. Critical RegionCritical RegionWe reject Ho: if Z cal
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dont reject our Ho:
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MH1: Companies are showing unethicalads to a great extent.
Sub Hypothesis A: Companies are showing lotof ads with female models wearing revealing
clothesI.I. Ho: p = 0.5Ho: p = 0.5
HHA:A: p < 0.5p < 0.5
II.II. Level of significanceLevel of significance= 5%
III.III. Test StaticTest Static
nqp
ppz
=
IV.IV. Critical RegionCritical RegionWe reject Ho: if Z cal
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Sub Hypothesis B: Companies are showing lotof ads that are not giving true information
(misleading)(Need not to be tested because of Q-1 graph)
Sub Hypothesis C: Companies are showing lotsof ads that are employing doctors.
This can be proved from graph. Most often forsoap
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Mega Hypothesis proved: Companies are
frequently showing ads which consumers perceiveto be unethical.
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Mega Hypothesis 2: Gender affectsperception of ethicality in ads where
female models are involved
Sub Hypothesis A: Ethicality of ads in terms ofunnecessary female models is dependant
upon gender
i. Ho: There is no associationHo: There is no associationbetween gender and perception ofbetween gender and perception ofEthicality (Independent)Ethicality (Independent)
HHAA : There is an association: There is an association(dependant)(dependant)
ii.ii. Level of significanceLevel of significance= 5%
iii.iii. Test StaticTest Static
=Ei
EiOi 2)(2iv.iv. Critical RegionCritical Region
If calculated value of chi-squareis greater then 5.991, we rejectHo
v.v. ComputationComputation
NoProblem
To CertainExtent
Against Total
Oi Ei Oi Ei O
i
Ei
M 92 80.4
109
115.2
39
44.4
240
F 42 53.6
83 76.8
35
29.6
160
Total
134
192
74
400
2= 6.66
vi.vi. DecisionDecision
Since the calculated value fall incritical region so we reject our Ho:
vii.vii. ConclusionConclusion
This means "that gender doesaffects perception of ethicalitysuch a case"
36
Ei=(c*r)/t
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B) Ethicality of ads in terms of female modelswearing reveling cloths is dependant upon
Genderi. Ho:Ho: There is no associationThere is no association
between gender and perceptionbetween gender and perceptionof Ethicality (Independent)of Ethicality (Independent)HHA:A:There is an associationThere is an association(dependant)(dependant)
ii.ii. Level of significanceLevel of significance= 5%
iii.iii. Test StaticTest Static
=Ei
EiOi 2)(2
iv.iv. Critical RegionCritical RegionIf calculated value of chi-squa
is greater then 3.841, we reject H
v. Computation
NoProblem
Against
Total
Oi Ei Oi EiM 14
2126 98 11
4240
F 68 84 92 76 160Total 21
0190
400
2= 10.7vi.vi. DecisionDecision
Since the calculated value fall in criticalregion so we reject our Ho:
vii.vii. ConclusionConclusionThis means "that gender doesaffects perception of ethicality insuch a case"
Mega Hypothesis provedGender affects perception of ethicality in ads where
female models are involved or in other words there is anassociation between gender and perception of ethicality
Mega Hypothesis proved: Companies arefrequently showing ads which consumers perceiveto be unethical.
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Mega Hypothesis 3 : Females are moresensitive and against having female
models in advertisement.
Sub Hypothesis
A) Females are more sensitive and againsthaving unnecessary female models inadvertisements as compared to males.
i. Ho: P1-P2 = 0HA: P1>P2
ii. Level of significance
= 5%
iii. Test Static
)2
1
1
1(
)21()21(
nncQcP
PPPPz
=
iv. Critical Region
We reject Ho: if Z cal >1.645
v. Computation
P1 = 0.218P2 = 0.165
)240
1
160
1(815.0185.0
)0()615.0218.0(
=z
z = 1.34
vi. Decision
Since the calculated value doesnt fall in criticalregion so we dont reject our Ho:
vii. Conclusion
38
P1=females
P2=males
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Females are less sensitive on issue ofunnecessary female models
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Sub HypothesisB) Females are more sensitive and againstthose ads where female models are wearingrevealing clothes as compared to males.
i. Ho: P1-P2 = 0HA: P1>P2
ii. Level of significance
= 5%
iii. Test Static
)2
1
1
1(
)21()21(
nncQcP
PPPP
z
=
iv. Critical Region
We reject Ho: if Z cal >1.645
v. Computation
P1 = 0.575P2 = 0.408
)240
1
160
1(525.0475.0
)0()408.0575.0(
=z
z = 6.68
vi. Decision
Since the calculated value fall in critical regionso we reject our Ho:
vii. Conclusion
Females are more against those ads whichemploy female models wearing revealing clothesas compared to males.
Mega Hypothesis proved:Females are notsensitive and against having female models being
40
P1=femalesP2=males
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unnecessarily employed in advertisement but theyare sensitive and against as compared to males ifthey are wearing revealing clothes
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CONCLUSIONWe hereby conclude all our research and
findings. Its been a long analyzing journeyfrom analyzing theory to making up of problemstatement, from problem statement to
generating research purposes, from exploratoryresearch to focus groups to interviews toquestionnaires to hypotheses testing and finallyanalyzing them all to have the following results:
Unnecessary employment of female
models is considered ethical
Female models promoting a product inrevealing clothes is considered unethical
Ads that are misleading or do notprovide complete and true information aboutproducts are considered unethical
Comparative advertising is ethical
Celebrity endorsement is ethical
Doctors promoting products in ads isconsidered unethical
The concept of ethicality will affect thepurchase decision negatively of only 7% of the
respondents. The remaining 73% might buythe product and 20% will definitely but it.
Ethically speaking, just like any otherresearch this research do hold some limitationsto it.
Time is a universal constraint. Every onebelieves that any thing in this world can be done
better if one can have a 25th
hour in a day andnot very surprisingly so do we.Non-response bias is another constraint wehad to face. People, who have given their 46 ormore years to this world, have been busy at theirexecutive seats and couldnt get time to fill ourquestionnaires on their tables.
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Apart from this we have worked harder each daywith all honesty to give you this piece ofinformation. Hope you had a nice time goingthrough the research.
RECOMMENDATIONSOn the basis of our conclusions we recommend
the following:
1. Continue giving employment
opportunities to female models but make them
look elegant and decent to create an ad that
can be seen by the family altogether.
2. Do what you say, say what you mean.
Dont show untrue information about the
products. Show only what you can provide.
3. Comparative advertising is a new trend.
You can keep up with it.
4. Having celebrities is not unethical but
have a stop for doctors in every other ad
specially soaps and tooth pastes. Customers
know they are just acting. It only has a
negative impact over them.
5. Most importantly, since the concept ofethicality negatively affects the purchase
decision to only a small number of people, you
can continue making ads just the way you
want BUT this would increase the probability
that a majority may or may not buy your
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product, if unethical. They may buy if its the
only product available. But for the prevailing
competition our humble recommendation
would be to make ads as much ethical and
satisfying for viewers as possible so that not
only you can retain customers but can also
attract new ones.
6. Companies should show some sense of
responsibility to make both socially acceptable
and desirable ads, in accordance with our
culture. Not only because they should but
because its the obligation of any good
organization to be socially responsible
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