effect of advertisement

8/4/2019 Effect of Advertisement

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CHAPTER I

INTRODUCTION

1.1 Advertisement:-

Advertising is a form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products,

ideas, or services. It includes the name of a product or service and how that

product or service could benefit the consumer, to persuade a target market to

purchase or to consume that particular brand. These messages are usually paid for

by sponsors and viewed via various media. Advertising can also serve to

communicate an idea to a large number of people in an attempt to convince them

to take a certain action.

Commercial advertisers often seek to generate increased consumption of

their products or services through branding, which involves the repetition of an

image or product name in an effort to associate related qualities with the brand in

the minds of consumers. Non-commercial advertisers who spend money to

advertise items other than a consumer product or service include political parties,

interest groups, religious organizations and governmental agencies. Nonprofit

organizations may rely on free modes of persuasion, such as a public service

announcement.

Modern advertising developed with the rise of mass production in the late

19th and early 20th centuries. Mass media can be defined as any media meant to

reach a mass amount of people. Different types of media can be used to deliver

these messages, including traditional media such as newspapers, magazines,

television, radio, outdoor or direct mail; or new media such as websites and text

messages.


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1.2 ConsumersBehavior:-

Consumer behavior involves the psychological processes that consumers

go through in recognizing needs, finding ways to solve these needs, making

purchase decisions (e.g., whether or not to purchase a product and, if so, which

brand and where), interpret information, make plans, and implement these plans

(e.g., by engaging in comparison shopping or actually purchasing a product).

1.3 Objectives of the Study:-

The purpose of this study is to examine activities and to achieve the

following specific objectives to:

a. Find out if the advertisement companies in India have strategicelements of advertisement such as product, consumer, media and the

idea of advertisement.

b. Determine the degree of satisfaction of my area people about theeffects of TV advertisement.

c. Find out the effects of the TV advertisement on the consumerbehavior in my area.

d. Find out if the TV advertisement affects the price of electronicgoods products, which may decreases the rate of its marketing.

e. Find out if the TV advertisement able is to acquire consumer newpattern for electronic goods.

1.4 Importance of the Study:-

The advertising playing a main role in demonstrating and introducing the

features and characteristic of goods and services to give the consumer more

information about the product to make it easy to select the best according to their

preferences.


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1.5 Hypothesis of the Study:-

a. There is a relationship between advertisement and the increasing theelectronic goods demand.

b. There is a relationship between advertisements and the rise of priceof electronic goods.

c. There is a relationship between advertisement and acquisition ofpeople new patterns of consuming electronic goods.

d. There is a Relationship between Television Advertisements andChanging the Consumer Attitude towards Electronic goods

1.6 Problem of the Study:-

Scientific evidence indicates that the consumer's consumption was affected

of his exposure for different media.

Television spread worldwide general and in India in particular.

Consumers behavior and also provides new patterns for consuming

Electronic goods.

It is known that since Consumer acceptance is influenced by awareness

companies marketing functional products would require more market knowledge

on how to promote it.

The purpose of the study in light of the a going population and the higher

of prices in India.

Consumers are increasing looking for Electronic good and to determine the

degree of satisfaction of my area people about the effect of T.V advertising. On

consumer behavior and acquire.


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1.7 Methodology of the Study and the Source of Data:-

1.7.1 Method of Collecting Data:-

1. Primary data: - Primary data were collected by questionnaire,which contained 18 questions relating to the hypotheses of the study.

2. Secondary data: - Data were collected form references, books,journals, articles and Internet Source.

3. Universe of the study: - The center of Jorhat town (Bori gaon).4. Size of the sample: - Fifty families from Jorhat town were selected

randomly to be included in this study. The questionnaire was

distributed to those consumers.

5. Data analysis: - After data have been collected, the next task was

analyzing them. In data analysis comparison method has been adopted. It was

done by tabulation, where data were put in the form of tables. The questionnaires

were distributed to 50 consumers of Jorhat town (Bori gaon).

6. Method of scoring: - The five point scale was used to measure

individual perception for each statement. The response to a statement was

considered positive if it was indicated eitherSA (Strongly Agree) or A (Agree)

on the five point scale. Similarly, response D (Disagree) or SD (Strongly

Disagree) to a given statement on the scale was construed to mean negative one,

and response UD (Undecided) on the scale was interpreted to mean that the

consumer concerned neither agree nor disagree with the statement.


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1.7.2 Design of the study:-

Keeping the objectives in a view, the study is organized in six chapters

including Introduction and Conclusion.

The 1st chapter Introduction presents definition, importance of the study,

objectives of the study, hypothesis, problem, methods and universe of the study

and design of the study.

The 2nd

chapter The Historical Evolution of Advertising and Consumers

Behavior which contains the historical evolution of advertisement.

The 3rd

chapter entitled Review of Literature presents the theories of

consumers behavior.

The 4th

chapter Television Advertisement, which contains functions and

the strategic components of television advertisement.

The 4th

chapter Analysis and Interpretation of Data, which contains the

analysis of factors contributing to consumers behavior, identifying the numberof satisfied and dissatisfied respondents and interpretation of data.

The 5th

chapter entitled Summary and Conclusions which contains the

summary of the analysis and conclusions.


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CHAPTER II

THE HISTORICAL EVOLUTION OF ADVERTISING

CONSUMER BEHAVIOR RESEARCH

2.1 ABSTRACT:-

Interest in consumer behavior research has led to an increase in

behaviorally oriented advertising research. At the same time, more applied

research in the former area is also evident. The number of advertising-consumer

behavior research articles appearing in the major journals of these fields has

increased during the past two and one-half decades. The trends of such research

are reviewed and future research areas are presented.

2.2 INTRODUCTION:-

As the consumer behavior and marketing fields have gone through changes

in respect to the schools of thought influencing the disciplines, so too has the

advertising domain. The results of these changes in influence affect the emphasis

of the research conducted in the area, which, in turn, alters the thinking of those

employed in the practice of advertising. The purpose of this paper is to review the

trends that have evolved through the past two decades of advertising research,

correlate these trends with those of consumer behavior research in general, and

suggest possible areas of future research.

The first question that might come to mind is that of, why study historical

trends? What is to be gained by looking back? While a variety of reasons for

conducting such a review can be offered, basically three major reasons can be

cited:


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1. To understand the framework of modern-day advertising practice and

research, it is necessary to examine the foundation from whence this framework

developed. Advertising practitioners and researchers do not operate in isolation.

The research is often the result of need to solve a particular problem of the

practitioner, to fill in gaps in current theories, and/or to attempt to advance the

understanding of advertising in general so as to improve the process. In turn, the

practitioner utilizes research in formulating advertising plans more effectively,

promoting her/his clients' products and services and remaining current in the

"goings-on" of the discipline.

2. To further understanding of the progress being made in the discipline.

As research advances the discipline, those involved in advertising need to be kept

aware of the progress being made in the area. Not only does this awareness

advance their own capabilities, but it provides a per spective for realizing that the

state-of-the-art of advertising is a dynamic one.

3. To predict future trends. The obvious question as to where advertising

goes from here can be answered more easily by realizing where the discipline has

been. Again, this allows for better planning capabilities by the researcher and

practitioner alike.Knowing where one is going makes the path to getting there a

much more expeditious one.

In sum, the better we understand the evolution of advertising thought --and

that of related disciplines--the more effective we will be in advancing the state-

of-the-art. There may be no better indicator of the thinking of a discipline than

the research conducted therein. Thus, the relevance and usefulness of such a

report is established.


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2.3 METHOD:-

While it would be useful to examine the evolution of all areas of research

in the advertising domain, it is beyond the scope of this project to assume such an

undertaking. Given the nature of this conference and the need to limit the

investigation, this paper will focus on the evolution of consumer behavior

oriented research conducted in the advertising discipline. Thus, while making

mention of the trends in other areas primary attention will be given to the role of

the behavioral sciences research over the past two decades.

2.4 SOURCE REVIEWED:-

As advertising-like consumer behavior-has become more interdisciplinary,

advertising research publications have surfaced in a variety of journals and/or

periodicals. The Journal of Applied Psychology, The Journal of Communications,

and The Journal of Consumer Affairs, to name just a few, have published

advertising research related articles in the time period under consideration. The

bulk of the behaviorally oriented consumer research, however, has appeared in a

smaller subset of publications. With apologies to those not included, this review

must limit itself, and thus focuses on the following publications as its sources:

The Journal of Advertising (JA), 1972-1985

The Journal of Advertising Research (JAR) 1960-1985

The Journal of Consumer Research (JCR) 1974-1985

The Journal of Marketing Research (JMR) 1964-1985

The Journal of Marketing (JM) 1960-1985

The Journal of Marketing Research (JMR) 1964-1985


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2.5 THE REVIEW PROCESS:-

Each of the articles in each of the publications previously noted was

reviewed, either by reviewing the abstract or the article itself. As the article was

read it was categorized. As the review process progressed, the number of

categories increased to accommodate those articles that did not clearly fit into a

previously established classification. Upon completion of the review process, a

subjective clustering was undertaken to reduce the categories from 40 initial

groups to 14 final categories. Articles that had a dual emphasis were classified

into two categories. In this example, the article would be classified as research on

consumer preferences and sub cultural research. The topical categories derived

and a brief description of subjects included is presented in Table 1.

For those articles unrelated to consumer behavior research, the process was

then complete. The articles relevant to this paper were subsequently re -reviewed

and reported upon herein.

2.6 RESULTS:-

The predominance of advertising consumer behavior related research

increased in the late 1960s and early 1970s. As marketing it moved into the area

of consumer behavior research with the establishment of the Association for

Consumer Research and that organizations conference proceedings (Advances in

Consumer Research) in 1970, and later (1974) The Journal of Consumer

Research, much of this empirical work involved the effects of advertising. And,

of course, advertisers themselves began to focus their attentions on consumer

behaviors. The orientations of the disciplines themselves went through changes in

the past two-and-one-half decades.


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2.6.1 TOPICAL CATEGORY DESCRIPTIONS:-

The 1970s

Either as a result of--or causing--the increased research in advertising and

consumer behavior, three new outlets--The Journal of Advertising, Advances in

Consumer Research, or The Journal of Consumer Research- appeared in the

1970s. In consumer behavior in general, research on attitudes, motivations,

perceptions, and preferences, as well as external factors, continued, while new

areas also began to receive attention. Physiological studies, information

processing, consumer involvement, and life style factors received increased

attention. External influences such as cultural effects, situational factors, and

persuasion also were researched and reported upon more.

In the advertising domain, ad effectiveness measures and methodologies

still remained the primary focus of The Journal of Advertising Research, though

a broader variety of topics was beginning to appear, many involving advertising

strategies. While attitude research was still the major area of investigation, an

equal number of studies focusing on demographic, socioeconomic, and/or other

external factors was evident. Perceptions and behaviors continued to be

researched, while studies or "think-piece" articles of models of communication

also received more attention. Perhaps the most noteworthy change in The Journal

of Advertising Research during this period was the increase in the number of

articles designed to explore the effects of various advertising strategies on the

consumer.

The newest advertising journal, The Journal of Advertising, originated in

1972. While somewhat less methods-oriented than The Journal of Advertising

Research, this new entry also covered a variety of advertising-related topics. In

respect to consumer research, attitudes were likewise the primary focus of


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attention, though a number of articles involving information processing appeared.

A scattering of other internal and external factors-oriented research also evolved

in this journal.

Both The Journal of Marketing and The Journal of Marketing Research

continued to increase the number of consumer behavior /advertising research

articles reported therein in the 1970s, though no one particular topic area

dominated either. Attitude-related research appeared to be more prevalent in The

Journal of Marketing Research, while external influences were more common in

The Journal of Marketing.

The specifically consumer research oriented media, as to be expected,

covered a variety of consumer behavior topics. The most frequently appearing

topics in Advances in Consumer Research relating to advertising research -

involved attitudes and effects on communication. External facto rs such as

demographics, social values, etc., were also common. Interestingly, The Journal

of Consumer Research was not dominated by attitude research during this period,

but rather--as its interdisciplinary positioning entails--presented a variety of

topics, the most common being external influences and effects of advertising on

various communications process variables .

In summary, the 1970s advertising-consumer behavior research was still

dominated by attitude-related topics. However, during this period more

cognitive-oriented research, for example, information processing, attribution, and

cognitive response theories and more communications effects, were beginning to

appear in the literature.


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The 1980s

Three major trends appear to be occurring in the 1980s. First, consumer

research studies are becoming increasingly more common in the advertising

research literature. Secondly, the amount of this research with attitudes as the

primary focus of attention is decreasing. A final, though seemingly less obvious

trend, also seems evident-that of more positioning by the journals. While the

1970s saw advertising and consumer behavior research appearing in all of the

journals reviewed here, the 1980s reflect more specific orientations. The Journal

of Marketing Research, as an example, has published very few articles in this

domain. The Journal of Marketing has published a few more than The Journal of

Marketing Research, but the trend appears to be away from this area. At the same

time, the Journal of Advertising Research has continued to publish consumer

behavior oriented research, particularly on the effects of various strategies and

external influences, while continuing to report on attitude research.

The emphasis in Advances in Consumer Research and The Journal of

Consumer Research likewise has shifted. The Journal of Consumer Research has

increased the number of advertising research articles presented therein, primarily

in the areas of cognitive response, information processing, and behavioral

research. Advances in Consumer Research, while continuing to cover a broad

range of topics in line with The Journal of Consumer Research, has presented

numerous articles devoted to the various effects of communications For example,

in Advances in Consumer Research in the 1980s, an equal number of attitude-

oriented studies appeared as in the 1970s, while studies designed to measure

communications effects increased seven-fold.

In summary, advertising consumer behavior research in the 1980s has

continued to explore topics of the past-for example, attitude, perceptions, etc. At

the same time, however, a more applied orientation seems to be evolving.

Research seems to be moving toward studies designed to measure the effects of


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various advertising factors-for example, message, source, and media--in the

communications process. Further, the dependent variables under consideration

have become more specific, i.e., cognitive responses, comprehension, recall, etc.,

than in previous years.

THE FUTURE . . .

As we have seen that those topics currently under investigation in the

consumer behavior literature as a whole tend to parallel those in the advertising

consumer behavior literature, it is seemingly safe to assume- that this trend will

continue into the future. While no one obviously can predict where advertising

research will go, the following is suggested as to where such research may go.

Theoretical Bases:-

The recent increase in research in the areas of cognitive response and

information processing has opened a number of avenues for fut ure research

consideration. While both of these areas have received attention in the consumer

behavior literature, more specific applications to advertising are likely to be

forthcoming.

There also seems to be a renewed interest in the area of learning theory.

Recent articles in the consumer behavior journals are explaining consumer

behaviors from the stimulus-response perspective that originated in the late

1970s. Such behavioral learning theories are likely to be utilized to examine more

closely the effects of advertising.

Other areas of psychological research that are likely to be continued and/or

increased are those studies dealing with involvement, physiological effects and

the effects of external influences. In respect to the last of these, the changing

demographics and lifestyles of American society are resulting in dramatic

changes in behaviors. Naturally, such changes do not exclude advertising.


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Applied Emphasis:-

As noted, advertising-consumer behavior research has become much more

applied in the 1970s and 1980s. The specific effects of message and source

factors, deceptive advertising, and other communication variables are likely to

receive increased attention by researchers. Indeed, the March 1985 issue of The

Journal of Consumer

Research was a special issue dedicated to "The Effects of Communication

on Consumers." As advertisers become to be held more accountable--a growing

trend in the industry-even more emphasis on the psychological effects of

advertising is likely.

International Scope:-

The world is certainly getting smaller. Technological changes have

increased the speed with which communications travel to the degree that

happenings anywhere on earth are immediately known throughout the world.

World travel is increasing. Because of these and other factors, there will be an

increased emphasis on understanding various cultures. Advertising in and to

these countries will lead to more cross-cultural research, more international

exchanges of ideas, and a need to understand communication and buying

processes of other lands. This conference is an excellent example of things to

come.

Broader Thinking:-

Perhaps it is just the preference of this author, but future research must be

more diverse. In the past, consumer-advertiser researchers have tended to focus

their attention in specific areas-for example, the attitude research of the 1960s

and 1970s. This may be somewhat of a desire to publish and the thought that


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mainstream research has a better chance of acceptance. Or, it may be a function

of the learning environment in which we "teach what we know," which leads to

systematic thinking. Future research needs to be fewer mainstreams and more

thought-provoking even controversial. Rapidly progressing technologies are

changing the industries and our lives. The effects of these should be investigated.

Research in genetics has made tremendous advances due in part to the

controversies sparked in the area. Some of this research has explored consumer

behaviors and should be of interest to our field. A variety of areas remain to be

explored. Hopefully, we will find them worth considering.


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CHAPTER III

REVIEW OF LITERATURE

Advertising, sales promotion and public relations are mass -

communication tools available to marketers. There name messages everyone in

an audience. The mass communication tools trade off the advantage of personal

selling, the opportunity to tailor a message to each prospect, for the advantage of

reaching many people at a lower cost per person.

3.1 Kheir A badi, Mohammed Reza, examining the impact of trade

advertising of Islamic Rebulic of Iran broadcasting on the people of

Tehran, thesis of the masters (MA) of communications (IRIB Faculty,

1384).

This research attempts to study the impact of Business Ads of Isla mic

Republic of Iran Broadcasting on the people of Tehran. The most important

questions is as follows whether viewers will consider the broad casting of

advertisement by the television necessary?

Whether watching advertisements by the television about goods and

services lead to drawing the attention of audiences?


services leads to increasing the addressee's tendency for having those goods and

services and have an effect on addressee's decision for buying those goods and

services?


services lead to creating mental anxiety for addressees.


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The results for research show that 60% of addressee's are agree with broad

casting of advertisements in attracting attention and increasing willingness too

much. Also about 50% of the total addressees estimate the probability of the

effect of advertisements on decision when buying those goods and services to

some extent. And 60% of them believe that advertisements will sometimes cause

mental anxiety.

3.2 Also Dibaji: F, the effect of advertisements of the television on the

attitude and behavior of married women of Tehran in comparison with

advertised goods in fall 1380, Thesis of Masters (MA) of

communications (IRIB Faculty, 1382).

The main goal of this study have been inspection of favorable effects of

watching advertisements on respondent's interest (increasing interest) to different

brands in different periods of time and at about various commodities the most

important questions are included as follows respondents typically to what extent

use the daily consumer goods? What are the respondents favorites marks for

buying studied goods and among these what are the brands of the first rank? In

the short term midterm and long term watching the ads of daily consumer goods

and durable goods what effect it have on reducing or increasing the interests of

addressees to various brands. Finding of research indicate that favorable effect s

of the ads of daily consumer goods is more than durable goods. Excluding food

stuffs and electrical appliances ads the desired effects of the advertisements of the

other goods (Snacks _ non electrical durable goods, detergents, video and audio

appliances) are more in the short term than long term. Concerning the durable

goods ads cause reducing interest in advertised brands but this solidarity exists

for the ads of consumer goods and also durable goods (on the other hand). But

the intensity of this correlation regarding the ads of durable goods is more than

the ads of consumer goods.


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3.3 The comments of Mohammad Nargesi, Maryam, reviewing the

successful and unsuccessful TV ads (1379-1380), MA thesis of

communications (IRIB Faculty, 1383).

This research has been done with the aim of recognizing the effect of

content, style, music and some technical issues in success or failing of TV ads for

presenting a purposeful method. Thus among popular ads in 1379 (reflected in

reports of ads from Tir till esfand 70) the brand that at least had been selected

twice by audiences had been intended. Since each ticket has a different

construction model by referring to conductors of the night before the surrey. The

cods related to building model of each ticket is extracted that the number of them

reached 223 cases. These ads was considered as successful ads also about 223

cases among unsuccessful was selected through random systematic sampling

and then with regard to obtained variables from theoretical frame work of

research were analyzed and evaluated by using the content analysis method . In

total results of the research show those private ads, ads with common and foreign

product identity with the subject of goods from the type of electronic devices and

heath products, with the quality of after sale services, warranty and guarantee,with the satisfying aim and promoting the good or services itself, contains the

slogan with the quality of clearness, brightness, and balance. Using colloquial

language contains association contains logical attraction and humor and

highlighting in large amount, containing soft style of ads, with a fixed character

with provoking the physiological needs, with the related puppet and animated,

painting, using close and distant aspect, contains effects, contains song with too

much repletion of broad casting and too much building variety, also long term

ads in attracting the attention of audiences have been successful.


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Various studies have been conducted on the effects of television

advertisement on the marketing operations and consumer behavior.

Mickel (1990) studied the effects of commercial television on Iraqi

consumer. The found that their television advertisement offer knowledge about

the advertising company and their products .Is addition, the show time and

quality of the advertisement affect, directly the consumer behavior.

Morden (1991) is of the opinion that advertising is used to establish a

basic awareness of the product or service in the mind of the potential customer

and to build up knowledge about it.

Carolyn (1995) studied the cultural differences in message strategies in the

USA and Japan; he found that the USA television commercial contained

informational cues and comparative advertising compared with the Japan

consumer.

Muneer (1995) studied the social and economical effects of advertisement

on the Saudi consumer. He found that the advertisement provides the knowledgeabout new products and it helps them select the best products.

However, some of the study sample indicated an a dverse effect of the

television advertisement through encouraging the consumer to buy unneeded

products.


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CHAPTER IV

TELEVISION ADVERTISIMENT

Television advertising is considered an important means of multi media

in the world which give special importance for different interviewers. So; TV

advertising differentiates over other media. It allows producers to make

promotion farther product and make them known for a lot of consumers through

voice and picture. But we must notice that TV advertising is more effective but

more costly when compared with other multi media.

4.1 Functions of TV advertising:-

There are many Functions which TV advertising serves:

1. It creates cart demand for the goods and services, especially electronic

goods for specific groups of people in the local market.

2. Advertising creates competition between producers and distributors.

3. Advertising educates consumers by giving them more information aboutdifferent goods and services available in the market. So; through advertising

consumer can satisfy their wants and needs, with less time effort and cost.

4. Advertising helps the producers to demonstrate their product to potential

consumers.

5. Advertising tries to change consumer attitudes towards the product.

4.2 The Strategic Components of Television Advertisement:-

Television advertisement is a non-personal method for information

delivery. It must be persuasive and low cost the main components of Television

advertisement are: product, consumer, and way of advertisement and idea of

advertisement.


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1. Product

To determine the idea of an announced product, the advertising company

studies the composition of the product compared with other compete products to

show the competing advantage for the new product. In addition, the advertising

company may try to keep a good picture in the mind of the consumer for the

product when does not financially compete with other products. Because the

consumer is free to select his needs and enjoyment, it is very important to give a

good picture of the product to the mind of the consumer and agree with has enjoy

meat and attitude that push and encourage him to watch and pay attention for the

Television advertisement .

The quality and purchasing rate of products may determine the ba lance for

advertisement and consequently affect the show time of Television advertisement

and its rate of frequency. The life cycle of the product in the market affects the

final goal of advantage. When the product is new, the aim of advertisement is to

increase the demand of the new product though encouraging the consumer to try

the new product. Where as when the product already known by the consumer, the

Television advertisement aims to increase the demand of product and the number

of consumers. When the demand on the product decrease, the Television

advertisement aims to increase the demand rate of product for a long time.

Therefore; the Television advertisement plays an important role in recognition

and persuasion of consumer for the product during its different period of life in

the market.

2. Targeted AudienceThe targeted audiences defined as the people addressed by Television

advertisement .Since Television advertising is a communication process, the

targeted audiences are the receivers of the adverti sement for the advertising


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company, Therefore the demographical, psychological and social signs of the

Television advertising form the base for understanding the communication

process and persuasion that the advertising company must be differentiating

between the targeted audience and the target market segment. The targeted

market segments of consumers are the possible consumers targeted by the

components of marketing mixture under the general strategical marketing,

whereas the targeted audiences are a small homogenous and partial groups form

the target market segment targeted by the strategical component of Television

advertisement.

3. Television as Media of a Advertising

Media advertisement is the way used to deliver the advertisement from the

advertising company to targeted audience. There are different types of

advertising media like radio, Television, cinema, magazine, newspaper, fax and

the internet. To evaluate the best advertising media, we must answer the

following questions:

I.

Where should we advertise (or which advertising media must be used)?II. What is the rate of keeping watch of the advertisement by the targeted

audience (frequency, accepting and continuing of show rate).

Television has been selected to be an advertising medium because it is the

most common use and can reach a high rate on the audience in a short time, and

also high rate of effective show frequency for the most targeted audience.

Television also able to keep the audience attention during show time of

advertisement.


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4. Idea of AdvertisementThe idea of advertisement is its base and it is made to stimulate the

attention of audience in towered of the target that already determined by the

advertising company. There are various names for the advertising idea in English

language such as the appeal, the theme, the idea, the unique selling proposition (

USP ) the creative approach , and the message . However, there are two types of

advertisement idea:

A Fundamental advertisement:

This depends, on showing the personal benefit of television advertisement

and also explains how the products provide, real benefits already claimed by the

producer.

B Emotional advertising idea:

This depends on stimulating the emotion of the targeted audience that

encourages them to buy the product.

The advertising idea must be closely related to ideology of the targeted

audience.

While if its not, the targeted audience may ignore it and it wills loss its

faithful and persuasive effects.

Little information is available on the effects of television advertisement on CF

products in my area. Therefore, this study is proposed to determine the effects of

television advertisement on the marketing of C F products in my area.


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CHAPTER V

ANALYSIS AND INTERPRETATION OF DATA

Based on the responses to the questionnaire, an analysis of the data has

been made. It has been prepared by analyzing of the factors relating to consumers

behavior.

We select the center of Jorhat town (Bori gaon), and we visit the 50

families who live in this area, and asking them to answer the questions in the

questionnaire.

The variables of the study measured through questionnaire which contains

three parts of questions. The first part of the basic information, the second

classification information, and the third part identification information.

We analyses the questionnaire according likert scales, which consist of five

answers, strongly agree (SA), agree (A), Undecided (UD), disagree (D), and

strongly disagree (SD). As mentioned in the following table number.


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Table: 5.1 There is a Relationship between Television advertisement and

increasing the Electronic goods demand

Subject

S. A

Frequencyratio

A

Frequency ratio

UD

Frequency ratio

D

Frequency ratio

SD

Frequency ratio Total %Do you

think that

the good

design of

T.V adv.

help to

increase the

demand in

Electronic

goods.

17 34% 21 42% 3 6% 7 14% 2 4% 50 100

Do you

believe thatthe more

frequency

of T.V adv.

increase the

demand in

Electronic

goods.

22 44% 15 30% 8 16% 4 8% 1 2% 50 100

T.V adv.

motivate

people to

buy

Electronic

goods.

19 38% 23 46% 1 2% 5 10% 3 6% 50 100

We see that 38 of respondent answered s. agree and agree, which equal to

76% to the question number one which refer to the design of TV adv. increase the

demand on Electronic goods. However 18% felt that recognition was inadequate

and 6% of the respondents were undecided. And 37 of respondent answered

s. agree and agree and 8 undecided. 4 disagree and 1 s. disagree about the

question, which refers that, the more frequency of TV adv. increase the demand

in Electronic goods.


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The third question of TV adv. 41 of 50 answered s. agrees, and agrees, one

undecided and 8 of respondent answered disagree and s. disagree about the TV

adv. motivate consumers.

SO the averages of 78% of respondent s. agree and agree that the TV adv.

increase the demand on the Electronic goods. So we can say that there is a

relationship between TV Adv. and increasing the demand on Electronic goods.

Table: 5.2 There is a Relationship between Television Advertisements and

Increasing the price of Electronic goods

Subject S. A

FrequencyratioA

Frequency ratioUD

Frequency ratioD

Frequency ratioSD

Frequency ratio Total %

o you thin

hat the T.

adv. increase

he price of

lectronic

oods.

23 46% 18 36% 8 16% 1 2% 0 0% 50 100

o you

elieve that

he more

requency of

.V adv.increase the

price of the

lectronic

oods.

19 38% 17 34% 11 22% 2 4% 1 2% 50 100

We see that 41 of respondent answered S. agree and agree, and 8 of

Respondent answered undecided and 1 of respondent answered disagree. In this

case the 82% of respondent were agree about the question number one which

refer to the T.V adv Increase the price of Electronic goods.

And 36 of respondent answered S. agree and agree, and 11 of Respondent

answered undecided, 2 of respondent answered disagree and one is S. disagree

about the Question which refer , the more frequency of T.V. adv. Increase the


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price of Electronic goods. SO the 72% of total response agree that the T.V adv.

Increase the price of Electronic goods.

Coming to the area of increasing the price, an average 77% of the

respondents were satisfied. However, 4% of the respondents were not satisfied.

At the same time 19% of the respondents were undecided.

So we can say that there is a strongly relationship between T.V. adv. and

increasing the price of Electronicgoods.


Acquiring new patterns of Consuming Electronic goods

SubjectS. A

Frequencyratio

AFrequency ratio

UDFrequency ratio

DFrequency ratio

SDFrequency ratio Total %

Do you think

that the T.V

adv. help

consumer to

learn new

pattern

towardElectronic

goods.

25 50% 14 28% 9 18% 2 4% 0 0% 50 100

Do you think

that the T.V

adv. able to

change

consumer

behavior

toward

Electronic

goods.

18 36% 20 40% 10 20% 0 0% 2 4% 50 100

Do you think

that the T.V

adv. Give

consumer

more

information

about

Electronic

goods.

27 54% 17 34% 6 12% 0 0% 0 0% 50 100


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We see that 39 of respondent answered S. agree and agree, and 9 of

respondent answered undecided, and 2of respondent disagree. The 78% of total

respondents were s. agree and agree to the question number one in table number

3, which refer to that the T.V adv. Learn consumer new patterns specially toward

Electronic goods.

And 38 of 50 answered S. agree and agree, and 10 were undecided. And 2

S. disagree about the question number 2, which refer to that the T.V adv Change

consumer behavior toward Electronic goods. The responses were equal to 76%.

And majority (44) of respondents were clear and 6 were undecided about

the question number 2, which refer to that the T.V adv Give consumer more

information about Electronic goods. The responses were equal to 88%.

In case of the 3rd

table we see an average 80.6% of the respondents were

satisfied. However, 2.7% of the respondents were not satisfied. At the same

time 16.7% of the respondents were undecided.


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Changing the Consumer Attitude towards Electronic goods

Subject

S. A

Frequencyratio

A

Frequency ratio

UDFrequency ratio

D

Frequency ratio

SD

Frequency ratio Total %Do you

think that

the T.V adv.

changing

consumer

attitude

toward goods

and services

especiallyElectronic

goods.

20 50% 14 28% 5 10% 7 14% 4 8% 50 100

Do you thinkthat the T.V

adv. effect

consumer

Attitude

toward

consuming

Electronic

goods.

19 38% 16 32% 8 16% 4 8% 3 6% 50 100

Do you think

that the T.V

adv. push

consumer tobuy moreElectronic

goods.

23 46% 17 34% 6 12% 2 4% 2 4% 50 100

We see that 34 of respondents answered S. agree and agree, 5 of

respondents answered undecided, and 11 of respondents disagree and S.

disagree. The total Response was 68% to the question number one in Table

number 4, which refer to that the T.V adv. changing consumer Attitude toward

goods and services especiallyelectronic goods.

And 35 of 50 answered S. agree and agree, and 8 were undecided. And 4

Disagree and 3 out of 50 answered S. disagree , about the question number 2,


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Which refer that the good design of TV adv. effect consumer Attitude toward

consuming electronic goods. The responses were equal to 70%.

And 40 of 50 answered S. agree and agree, 6 were undecided and 4 of 50

were disagree and S. disagree about the dais question number 3, Which refer

that the T.V adv. push consumer to buy more electronic goods, The responses

were equal to 80%.

Coming to the area of increasing the Consumer Attitude towards

Electronic goods, an average 72.6% of the respondents were satisfied. However,

14.7% of the respondents were not satisfied. At the same time 12.7% of the

respondents were undecided.

So we can say that there is a strongly relationship between T.V. adv. and

Changing the Consumer Attitude towards Electronicgoods.


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CHAPTER VI

Conclusion and Implications

Television advertisements consider as the main media in current time, it is

more important for producer to demonstrate their product tell the consumer about

their product and their features and to differentiate between the other brand, and

telling him when and where to buy it.

So TV advertisements affect consumer behavior by pushing them to buy

the Specific goods of the product through frequent adv. to change consumer

Attitude toward Electronic goods to increase the demand on it , then it will

Increase the volume of it sales which lade to more profit .

But we must notice that TV will increase the price of the goods, and most.

Of consumer will prefer the goods appeared on TV adv. more that the

Goods which doesnt.

TV adv. acquiring people new patterns of purchasing goods, and learnthem how to select between different alternatives.

TV adv. Trying to change consumer attitudes the targeted goods , by

inducing him to buy rather than his preferences so we can say that the TV

advertising is more important media for both producer and consumer by

facilitating their operations of selling or buying the product .

effect of advertisement

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