effect of advertising on consumers brand choice

8/12/2019 Effect of Advertising on Consumers Brand Choice

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Effect of Advertisingon Consumers Brand Choice


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Thesis

On

Effect of Advertising on Consumers Brand Choice

Submitted To

Wahida Shahan Tinne

Senior Lecturer

Faculty of Business

ASA University of Bangladesh

Submitted By

Khandoker Raju Ahamed

!" #$%&'%%'(

Batch" )th

)thBatch* BBA

ASA University Bangladesh

Date of Submission: December 30 !0"!


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#etter of Transmitta$

!ecem+er ,'* %#'%

Wahida Shahan Tinne

Senior Lecturer

Faculty of Business

ASA University of Bangladesh

Su+ject" Re-ort on .ffect of Advertising on /onsumers Brand /hoice

!ear 0adam*

have the -leasure to su+mit my thesis re-ort on .ffect of Advertising on /onsumers Brand

/hoice1 t 2as a stimulating o--ortunity and valua+le e3-erience for me1 am very grateful for

-roviding such an im-ortant to-ic1

have -ut my +est effort to com-lete the re-ort 2ith all information that had collected1 am

dee-ly a-ologi4ing for the unintentional mistakes and ho-e you 2ill oversee those considering

my ine3-erience1 ho-e that* you 2ould +e very -leased to acce-t my re-ort and o+lige there+y1

Sincerely 5ours*

Khandoker Raju Ahamed

! 6 #$%&'%%'(

Faculty of Business


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Ac%no&$edgement

At frst I would like to thankul to Allah, who supplied me with the courage,the guidance, and the love to complete this research. This thesis is the end of my

journey in o+taining my graduation1 have not travelled in a vacuum in this journey1 This thesis

has +een ke-t on track and +een seen through to com-letion 2ith the su--ort and encouragement

of numerous -eo-le including my 2ell 2ishers* and my friends1 At the end of my thesis 2ould

like to thank all those -eo-le 2ho made this thesis -ossi+le and an unforgetta+le e3-erience for

me1 At the end of my thesis* it is a -leasant task to e3-ress my thanks to all those 2ho

contri+uted in many 2ays to the success of this study and made it an unforgetta+le e3-erience for

me1

At this moment of accom-lishment* first of all -ay homage to my su-ervisor Wahida Shahan

Tinne1 am very grateful for her since she gave me the chance to 2ork on an interesting and

-ractical to-ic1 This 2ork 2ould not have +een -ossi+le 2ithout her guidance* su--ort and

encouragement1 Under her guidance successfully overcame many difficulties and learned a lot1

can see the good sha-e of my thesis +ecause of her hel- and suggestions in formatting the entire

thesis1 nterde-endence is certainly more valua+le than inde-endence1 7er unflinching courage

and conviction 2ill al2ays ins-ire me* and ho-e to continue to 2ork 2ith her no+le thoughts1

am inde+ted to my many student colleagues for -roviding a stimulating and fun filled

environment1 0y thanks go in -articular to Samira /ho2dhury1 S-ecial thanks to Roksana Aktar1

am inde+ted to some of my good friends Ta-ash and 0aruf* for their valua+le hel- and su--ort1

2ould also like to e3tend huge* 2arm thanks to my classmate 0amunur Rahman1 Besides this*

several -eo-le have kno2ingly and unkno2ingly hel-ed me in the successful com-letion of this-roject1 Last +ut not least* 2ould like to -ay high regards to my sister 8o2shin Sharmin and

my 0other for their sincere encouragement and ins-iration throughout my research 2ork and

lifting me u-hill this -hase of life1 o2e everything to them1


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E'ecutive Summary

Advertising has -layed a major role in consumer marketing* and has ena+led com-anies to meet

communication and other marketing o+jectives1 Ty-ically* advertising is used to inform*

-ersuade* and remind consumers1 t im-ortantly reinforces their attitudes and -erce-tions1

Advertising has +een a target of criticism for decades1 Advertising has +een hailed as a

ca-italistic virtue* an engine of free market economy* and a -romoter of consumer 2elfare1 ts

detractors on the other hand accuse it of an array of sins ranging from an economic 2aste to

-urveying of harmful -roducts* from se3ism to deceit and mani-ulation* from triviality to

intellectual and moral -ollution 90ittal* '::);1 Advertising is seen +y many as a threat to the

cultural identity and self realisation of many develo-ing countries" it +rings to many -eo-le alien

ethical values* it may deviate consumer demands in develo-ing countries to areas 2hich can

inhi+it develo-ment -riorities< it affects and can often deform 2ays of life and lifestyles 90ac

Bride* ':$#;1 Advertising is considered unethical 2hen it degrades rival=s -roduct or su+stitute

-roduct* gives misguiding information* gives false information* conceals information that vitally

affects human life 9e1g1* side effects of drugs;* makes e3aggerated claims* is o+scene or immoral

or is against +road national interest1 While com-arative advertising may +e considered legal and

its 2ides-read use may have granted it acce-tance* the de+ate on 2hether or not it is ethical* still

continues1 There is no unanimity among advertising -rofessionals and marketing clientsregarding such >uestiona+le -ractices1 7o2ever* all agree to one as-ect that 2hile considering

the >uestion of unethical -ractices* the focus must +e to safeguard the interest of +uyers at the

micro level and the society at the macro level as their satisfaction is the key to the marketing

success1 The criticism has +een related not only to its intended effects on society* +ut also to its

unintended effects1 0ost of the criticism has come from ?elite? o+servers of society1 n contrast*

the general -u+lic has historically vie2ed advertising in a more -ositive 2ay1 Whereas criticisms

of advertising have generally originated from the highest socio&economic classes since the

earliest days of the modern marketing era and +efore* lo2er and middle class -eo-le have

historically +een more -ositive to2ard advertising 9Bauer @ reyser* ':$< Fullerton @ 8evett*

':$< Steiner* ':C< Danot* ':$);1


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Tab$e of Content

(umber Content )age

Title Fly '

Title Eage %Letter of Transmittal ,

Ackno2ledgement )

.3ecutive Summary (

Ta+le of /ontent &C

/ha-ter ' ntroduction $&'%

'1' rigin of the study :

'1% +jectives :

'1%1' eneral +jectives '#

'1%1% S-ecific +jectives '#

'1, 0ethodology ''

'1,1' Sources of nformation ''

'1,1'1' Erimary !ata ''

'1,1'1% Secondary !ata ''

'1,1% Sam-ling -rocedure ''

'1,1%1' Sam-ling Techni>ue ''

'1) Limitation of the study '%

'1( .nding Summary '%

/ha-ter % Literature Revie2 ',&%,

/ha-ter , !ata Analysis %)&,(

/ha-ter ) Recommendation ,&,C

/ha-ter ( /onclusion ,$&,:

References )#

A--endi3 )'&)%


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Cha*ter "

+ntroduction

1.1 Origin Of the study

As a mandatory -art of BBA -rogram* all the students have to com-lete a course under an intern

-rogram in any organi4ation 2ith a vie2 to ac>uiring -ractical kno2ledge1 n today=s 2orld

education is not just limited to +ooks and classrooms1 .ducation no2&a&days is understanding the

real 2orld and a--lying kno2ledge and education for the +etterment of the society1 Theoretical


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kno2ledge is not enough for a +usiness student1 There is a ga- +et2een the kno2ledge and

-ractical kno2ledge1 0y thesis -roject has +een launched mainly to +ridge the ga-1 .ffect of

advertising on consumer +rand choice is a very im-ortant to-ic in thesis as BBA student1

rgani4ation very much need the information* ho2 could develo-ed the +rand in the market1

And advertising agency need information 2hat ty-e of advertise consumer like most and 2hy

advertise effect to the +rand1 0ost of the time advertises 2ork very nice to choosing the +rand on

consumer1 But advertise do not 2ork on some +rand +ecause of Bangladesh is a 0uslim country

e3am-le& alcohol +rands1 So As a BBA student major in marketing tried to e3-lain the to-ic in

a sim-le 2ay1

",! Ob-ectives

.ach advertisement is a s-ecific communication that must +e effective to customers for their

+rand choice* not just for one customer* +ut for many target +uyers1 This means that s-ecific

o+jectives should +e set for each -articular advertisement cam-aign1 Advertising is a form of

-romotion and like a -romotion< the o+jectives of advertising should +e s-ecific1 This re>uires

that the target consumers should +e s-ecifically identified and that the effect 2hich advertising is

intended to have u-on the consumer should +e clearly indicated1 The o+jectives of advertising

2ere traditionally stated in terms of direct sales1 8o2* it is to vie2 advertising as having

communication o+jectives that seek to inform -ersuade and remind -otential customers of the2orth of the -roduct1 Advertising seeks to condition the consumer so that heGshe may have a

favora+le reaction to the -romotional message1 Advertising o+jectives serve as guidelines for the

-lanning and im-lementation of the entire advertising -rogram1 A -erson could have -articular

choice a+out +rands1 Advertising o+jective is to o-en the Brand=s >uality and good sides1

",!," .enera$ Ob-ectives

9i; To find out the reality in -ractical life1

9ii; To fulfill the re>uirement for the com-letion of -ostgraduate 9BBA; -rogram1


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",!,! S*ecific Ob-ectives

9i; To stimulate sales amongst -resent* former and future consumers1 t involves a

decision regarding the media* e1g1* TH rather than -rintuent -urchase decisions 90ehta* /hen and

8arasimhan* %##$;1 Advertising effects are also measured using models 2here consumers are


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assumed to learn a+out the true >uality of a -roduct over time 9.rdem and Keane '::;1 .arly

studies of advertising effects relied on aggregate data and time series models to estimate

carryover effects 9/larke ':C;* and more recent studies have investigated advertising effects

using scanner&-anel data 9Eedrick and Dufryden '::'* 7orsky* 0isra and 8elson %##;1

Advertising is the no -ersonal communication of information usually -aid for and usually

-ersuasive in nature a+out -roducts* services or ideas +y identified s-onsors through the various

media?9Bovee* '::%;1 According to the legal definition of advertising* the term advertising

generally refers to -aid forms of communication that are distri+uted at the initiative of economic

o-erators 9+y means of television* radio* ne2s-a-ers* +anners* mail* nternet* etc1; as -art of an

intentional and systematic effort to affect individual attitudes and choices in relation to the

consum-tion of goods and services1

The 2ord advertising originates from a Latin 2ord advertise* 2hich means to turn to 9Kotler*

%##,;1 The dictionary meaning of the term is to give -u+lic notice or to announce -u+licly1

Advertising may +e defined as the -rocess of +uying s-onsor&identified media s-ace or time in

order to -romote a -roduct or an idea1 The American 0arketing Association* /hicago* has

defined advertising as any form of non&-ersonal -resentation or -romotion of ideas* goods or

services* +y an identified s-onsor1

Advertising is the method used +y +usinesses* com-anies and other organisations to -romote

their goods and services to the -u+lic1 The ultimate aim of advertising is to increase sales +y

sho2ing these goods and services in a -ositive light1 Advertising is a form of communicationfor

marketing and used to encourage or -ersuade an audience 9vie2ers* readers or listenersuite e3-ensive

2hen related to other advertising effectiveness measures yet it is -ossi+le to isolate advertising

contri+ution to sales1 0oreover this can +e done as a -re&test to aid advertising in choosing

+et2een alternative creative designs1 0edia schedules e3-enditure levels or some com+ination of


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these advertising decision areas1 ne e3-erimental a--roach to measuring the sales effectiveness

of advertising is test marketing1

7!8 +ndirect /easures

As it is very difficult to measure the direct effect of advertising on com-any=s -rofits or sales*

most firms rely heavily on indirect measures1 These measures do not evaluate the effects of

advertisements directing on sales or -rofits +ut all other factors such as customer a2areness or

attitude or customer recall of advertising message affect the sales or -rofits or goals of the

+usiness indirectly1 !es-ite the uncertainties a+out the relationshi- +et2een the intermediate

effects of advertising and the ultimate results* there is no other alternative +ut to use indirect

measures1 The most commonly used measures are N

7i8 E'*osure to Advertisement

n order to +e effective* the advertisement must gain e3-osure1 The management is concerned

a+out the num+er of target audiences 2ho see or hear the organi4ation message set in the

advertisement1 Without e3-osure* advertisement is +ound to failure1 0arketers or advertisers

may o+tain an idea of e3-osure generated +y the medium +y e3amining its circulation or

audience data 2hich reveal the num+er of co-ies of the maga4ine* ne2s-a-er or journal sold the

num+er of -ersons -assing the +ill+oards or riding in transit facilities* or the num+er of -ersons

living in the television vie2ing or radio listening area* and the num+er of -ersons s2itching on

their T1H1 and radio sets at various -oints of time1 This num+er can +e estimated +y intervie2ing

the num+ers of the audience for different media1

7ii8 Attention or 6eca$$ of Advertising /essage Content

This is one of the 2idely used measures of advertising results1 Under this measure* a recall of the

message content among a s-ecified grou- or grou-s or -ros-ective customers is measured 2ithin

%) hours of the e3-osure of the advertisement1

Attention value is the chief >uality of the advertising co-y the advertisements cannot +e said to

+e effective unless they attract the attention of the target consumers1 There are t2o methods for

evaluating the attention getting value of the advertisements1 ne is -re&test and the other is -ost&

test1 n a -re&test evaluation* the consumers are asked to indicate the e3tent to 2hich they


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recogni4e or recall the advertisement* they have already seen1 This test is conducted in the

la+oratory setting1 7ere consumers read* hear or listen to the advertisement and then researchers

ask >uestion regarding the advertisement just to test the recall and then evaluate it1 n -ost&test

method* the consumers are asked >uestions a+out the indication of recognition or recall after the

advertisement has +een run1 These measures assume that customers can recall or recogni4e 2hat

they have vie2ed or listened to1 Harious mechanical devices are +eing used in the 2estern

countries 2hich -rovide indices of attention such as eye&camera etc1

7iii8 Brand A&areness

The marketers 2ho rely heavily on advertising often a--raise its effectiveness +y measuring the

customer=s a2areness a+out the -articular -roduct or +rand1 The assum-tion of this ty-e of

measure is that there is a direct relationshi- +et2een the advertisements and the a2areness1 This

ty-e of measure is also su+ject to the same criticisms as is a--lica+le to direct measures of

effectiveness 9sales measures +ecause a2areness is also not the direct result of the

advertisements1 t is also affected +y many other factors1 But* for ne2 -roducts* changes in

a2areness can often +e attri+uted to the influence of advertising1

7iv8 Com*rehension

/onsumers generally use advertisements as a means of o+taining information a+out the -roduct*

+rand or the manufacturer1 They cannot +e informed unless they com-rehend the message 9gras-

the message mentally and understand it fully;1 Harious tests for valuating com-rehension are

availa+le N

ne is recall tests N an indicator of com-rehension +ecause it is evident that consumers recall

2hat they com-rehend1 Another measure of the varia+le is to ask >uestions a+out su+jects ho2

much they have com-rehended a message they have recently heard or seen1 ne may em-loy

some2hat im-recise test of the com-rehension of a ne2s-a-er and radio advertisement1 ne

may ask ty-ical target consumers from time to time such >uestions like O2hat did you think of

our ne2 commercialP= and O!id it get the message across=P The ans2ers of these >uestions 2ill

-rovide sufficient insight into advertising decision making1

7v8 Attitude Change

Since advertising is considered to +e one 2ay of influencing the state of the mind of the audience

to2ards a -roduct* service or organi4ation* the results are very often measured in terms of


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attitudes among grou-s e3-osed to advertising communication1 Several measures are used

ranging from asking the >uestions a+out 2illingness to +uy the likelihood of +uying to the

measurement of the e3tent to 2hich s-ecific attri+utes 9such as modern or ne2; are associated

2ith a -roduct1

7vi8 Action

ne o+jective of advertisement may +e assumed to +e to stimulate action or +ehavior1 The action

or intention to take an action may +e measured on the intention to +uy measuring instrument1

Under this ty-e of measure* consumers are asked to res-ond 2hy they are interested in

-urchasing the -roduct or +rand1 ne ty-e of action that advertisers attem-t to induce is +uying

+ehavior1 The assum-tion is that if an increase in sales follo2s a decrease in advertising

e3-enditure* the change in sales levels are good indicators of the effectiveness of advertising1

Logic suggests that measurement of sales is -refera+le to other measurements1

Thus* these a+ove measures 9direct or indirect; are used to evaluate the effectiveness of

advertisements1 t seems from the analysis of the a+ove methods of measuring effectiveness that

directly or indirectly changes in sales or -rofits are taken as the measuring rod of the

effectiveness of the advertising1

The final e3ternal factor in the -lanning frame2ork concerns environmental factor social* legal*

and glo+al1 La2 for+ids dece-tive advertising1 ne solution is to create +rand advertising that is

vague and contains little s-ecific information1 7o2ever* such an a--roach can result not only in

ineffective advertising< +y it can lessen the social value of advertising +y reducing the amount for

useful information that it -rovides to society1 Thus* and advertiser 2ho attem-ts to -rovide

s-ecific* relevant information must +e 2ell a2are of advertising regulation1

.ven more difficult consideration for -eo-le involved in the advertising effort is +road social and

economic issues1 Another concern is that advertising* es-ecially 2hen it is more irritating than

entertaining* is an intrusion into an already e3cessively -olluted environment1 A 2hole set of

rules is emerging to cover advertising directed at children* and advertising for -roducts such as

alcohol and cigarettes* and the use of environmental and health claims in advertising1

Thus advertising has a tremendous im-act on international marketing and the t2o conce-ts

therefore go hand in hand and are de-endent on each other1


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Cha*ter 3

Data Ana$ysis

3, Data Ana$ysis

The res-ondents 2ere asked a+out the sources of the information regarding ne2 -roduct1

Ans&ers (o, of res*ondents

Te$evision %'(e&s*a*ers (

/againes '

+nternet ',

)eers 72ami$y ; 2riends8 #


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A large si4e of -o-ulation is influenced +y Television and nternet* 2hich means advertisement*

2ould +e the +est medium to get them the information to the youth1

The res-ondents 2ere asked a+out the likings of the form of advertisement1


Sti$$ image :

/oving image ,'


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Eeo-le are more affected +y advertisement 2ith moving image1 S-ecially in this case 2here )#

consumers are contri+uting to this survey result 2ould like more moving image advertisement

rather than going for the still or -rint media advertisement1

The res-ondents 2ere asked 2hether the advertisement is a source of information or

entertainment1


nformation %

.ntertainment ')


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0ore num+er of consumers considers advertisement as a source of information rather than a

source of entertainment1 ut of )# consumers (Q of them are going for the advertisement

+ecause of the information that they 2ill get from that for e3am-le latest trend and 2hat -hone

going to +e launch in the market etc1

The res-ondents 2ere asked 2hether entertaining advertisement affect their o-inion a+out the

-roduct1


5es ,)

8o


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.ntertaining advertisement does affect the o-inion of customer a+out the -roduct 2hich is one of

the o+jectives of the -roject to find out 2here as Advertisement affects the customer -erce-tion

to2ards the -roduct1 This has +een yes told +y the $(Q consumers1

The res-ondents 2ere asked 2hether information -rovided in advertisement affects their o-inion

a+out the -roduct1



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nformation -rovided in the advertisement affect very much on the o-inion of consumers a+out

the -roduct* 2hich means $#Q of the consumers are said yes it is im-act on their -urchasing

+ehavior so it is most im-ortant factor for the students to target on

The res-ondents 2ere asked 2hether language used in advertisement affects their o-inion a+out

the -roduct1



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Language used in the advertisement affects a lot on the o-inion of consumers a+out the -roduct1

Which is the one of o+jective to reach out +ecause student looking for more trendy and stylish

advertisement -attern 2hich is told yes +y the C#Q consumers1

The res-ondents 2ere asked 2hether -resence of any cele+rity in the advertisement affects their

o-inion a+out the -roduct1



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Eresence of any cele+rity affects on the o-inion of consumers a+out the -roduct +ecause (#Q of

the consumers are influence +y the cele+rity (#Q of the consumers are given their vie2s that yes

if any cele+rity 2ill comes to the ad that 2ill influence their -urchasing +ehavior1 But (#Q

consumers do not influenced +y cele+rity +ecause of they kno2 cele+rity do not change the

-roduct >uality1 They 2ork only for influencing -eo-les1

The res-ondents 2ere asked 2hether intensity 9fre>uency; of the advertisement affects their




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The effect of intensity is very -o2erful on the o-inion of consumers a+out the -roduct1 This is

one of our o+jectives to +e reached out also +ecause the fre>uency of advertisement 2ill increase

the +rand recall of the consumers1

The res-ondents 2ere asked 2hether -resence of social issues in the advertisement affects their




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Eresence of social issues in advertisements affects very much on the o-inion of consumers a+out

the -roduct1 CCQ of the consumer=s changes there +uying +ehavior only +ecause of that1

The res-ondents 2ere asked 2hether advertisement hel-s in increasing sales of any -roduct1



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Advertisement hel-s very much in increasing the sales of any -roduct1 t has +een -roved from

this >uestion that it 2ill im-act on the customer directly if the com-any launched any good

advertisement1 '##Q of the -eo-le suggested for the same as -er our study1

The res-ondents 2ere asked 2hich ty-es of advertisement influences them more1


(ationa$ Advertisement ,'

#oca$ Advertisement :


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7igher num+ers of -eo-les like national advertisement1 CCQ consumers like national and %,Q

like local1


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Cha*ter 4

6ecommendation

6ECO//E(DAT+O(

This research study is an endeavour to secure ade>uate evidence on the conse>uences of the

advertising and their relationshi- to the general attitude of the consumers1 The results of the

research clearly reveal that most of the res-ondents feel that the ongoing advertising is unethical

+ecause of its deceiving* e3aggerating nature for and -utting more em-hasis on the se3 a--eals1

At the same time majority of the res-ondents consider the advertising to +e an im-ortant tool for


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the economic gro2th* im-rovement of standard of living* guaranteeing the >uality -roducts and

an effective means to curtail -rices1 The results of the study sho2 very significant negative

feelings of the res-ondent a+out the social conse>uences of the current advertising1 The

advertising is considered to +e the sole source 2hich convinces the -eo-le to +uy the -roducts

that they no more need* confuse the -eo-le +y creating clutter effect* -romotes materialism and

inculcate o+scene values in the youth -o-ulace of !haka1 The results of the study also de-ict that

the students demand le3ical changes +y the regulatory authorities 2ith the vie2 to controlling the

advertising1 The results sho2 an overall* -ositive* general attitude of the students to2ards the

advertising1 Also* the results of the study highlight the techni>ue as to ho2 to assess and evaluate

the ethical* economic and social conse>uences of the advertising on the -art of the marketers and

the regulatory authorities +efore they launch any cam-aign1 The gro2ing ethical* social and

regulatory concern of the students as indicated in the results of the study invites attention of the

marketers and the regulatory authorities like to avoid any disru-tion in the -ositive* general

attitude to2ards the advertising1


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Cha*ter 5Conc$usion

CO(C#1S+O(

!es-ite the fact that advertising is an effective tool for the +usiness along 2ith its +eing an

m-ortant element of the modern age and a fast gro2ing industry* the -u+lic image of advertising

is still a matter of great concern1 9=!onohoe* '::(;1 Advertising is critici4ed for its -resenting

misleading information* -romoting adverse values* fake claims* su+liminal seduction messages

and -ersuading -eo-le to +uy things they no longer need 9Katona* ':)< Eollay* ':$< Eollay and


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0ittal*'::,;1 Again* this industry is +lamed of s-reading unsustaina+le consum-tion -atterns

around the 2orld over and encouraging e3cessive consum-tion1 All the foregoing as-ects are a-t

to hinder its effectiveness as 2ell as efficiency as a marketing tool 9Beales et al1* ':$'< /alfee

and Ringold* ':$C< Eollay and 0ittal* '::,< Wright* ':$;1 Therefore* it is critical of the

advertising concerns to follo2 the -u+lic o-inion advertising for its for reaching im-act on the

economy* cultural values and on the +usiness itself1 9Wills and Ryans< ':$%;1 The students

re-resent a si4ea+le segment of the society1 They have dominating role in o-inion making1 That

is 2hy< e3clusive studies on the students= attitude to2ards advertising are +eing carried out in

different -arts of the 2orld today1 To e3-loring the college students= attitudes to2ards advertising

is im-ortant for several reasons1 They are a large and ever gro2ing segment of the -o-ulace1

They have considera+le amount

of money at their dis-osal1 They are the outstanding asset for the -roduct and service sellers as

they are the trendsetters and early ado-ters1 They can influence the -urchasing decisions of their

-eers and -arents* esta+lish +rand loyalties that continue long after the college days* and ensure a

higher standard of living after their graduation 90orton* %##'< Russell* '::< Wol+urg and

Eokry2c4ynski* %###;1

6E2E6E(CES

'1 oogle* 9%#'%;1 .ffect of Advertisement* htt-"GG2221google1com* retrieved* January (*

%#''1

%1 Kotler* E 9;1 0arketing 0anagement1

0ohan* 0 9%##C;1Advertising Management Concepts and Cases1 Erentice&7all of ndia1

Scri+d* 9%#'%;1 .ffect of Advertisement* htt-"GG2221google1com* retrieved* January (* %#''1


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b.Books

*0arketing 0anagement N Ehili- Kotler* Branding N eoffrey Randoll* Strategic Brand

0anagement N Ka-ferer* Advertising and Sales Eromotion 0anagement N S1L1u-ta* H1H1Ratra*

Advertising and Salesmanshi- N E1Saravanavel1

A))E(D+>

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Age"

a. )elow *+ & 'b. *+ to + & 'c. + to -+ & '

d. Above -+ & 'ccupation"

a. $tudent & 'b. )usiness class & 'c. /ouse hold & 'd. $ervice class& '

1. (rom where do you get inormation about the new product0a. Television & 'b. !ewspapers & 'c. %againes & 'd. Internet & '

e. 2eers 3riendsamily4 & '*. 5hich orm o advertisement do you like more0

a. $till image 3%againes !ewspapers4 & 'b. %oving image 3Television Internet4 & '

. (or you advertisement is a source oa. Inormation & 'b. 6ntertainment & '

-. 7oes an entertaining advertisement in8uence your opinion about the

product0a. 9es & 'b. !o & '

:. 7oes inormation provided in advertisement a;ects your opinion about theproduct0

a. 9es & 'b. !o & '

. 7oes intensity o the advertisement a;ects your opinion about the product0a. 9es & 'b. !o & '

?. 7oes presence o social issues in the advertisement a;ects your opinion

about the product0a. 9es & 'b. !o & '

1+.7o you think advertisement helps in increasing sales o any product0


42/42

a. 9es & 'b. !o & '

11.5hich type o advertisement in8uences you more0a. !ational advertisement & 'b. @ocal advertisement & '

effect of advertising on consumers brand choice

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