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IMPACT OF TV ADVERTISEMENT ON CONSUMER

BUYING PREFERENCE – A LITERATURE REVIEW

Anisa Khanam1, Dr. Abhay Verma

2

1Research Scholar MGCGV, Chitrakoot M.P.

2Reader, MGCGV, Chitrakoot M.P.

ABSTRACT

Television (T.V.) is one of the best known recreation sources because of its audio-visual communication. T.V.

enables the creative man to communicate by combining motion, sounds, words, color, personality and stage

setting to express and demonstrate ideas to large and widely distributed audience. TV play a major role in

persuading, informing and reminding both potential and existing customers towards making a brand decision. It

plays a vital role in shaping dreams and aspirations and helps customer take conscious product and brand

decisions. T.V. advertisements usually play a role in either introducing a product or reinforcing the familiarity

to the product and also convincing to purchase the product. . T.V Advertisements with endorsements create easy

remembrance for the customers for the advertised brand or product as the customers associate the brand with the

celebrity and can easily register the brand. TV Advertising also helps in creating Top of the Mind Awareness of

a brand and aims at facilitating brand recall. The focus of this paper is to understand if TV Advertisements have

an impact on Consumer Buying Preference.

Keywords:- TV Advertisement, TOMA.

I. TV ADVERTISEMENT

Advertising is simply a creative form of communication; a friendly conversation requiring a response, even with

emotion from time to time which engage the consumer in the message. It is a message, generally influential in

nature, but not intended to be forceful or immediate. Advertising is considered a positive institution, creating

awareness about products and services. While at the same time it is considered a key practice in encouraging

consumers to spend money on goods, they otherwise would not purchase, if they had not heard the persistent

message conveyed in the advertisement. Advertising plays a prominent role in selling goods and services.

Consumers sit in front of the television in the hope of catching some of their favourite spots. Television is often

called "king" of the advertising media, since a majority of people spend more hours watching TV per day in

comparison to any other medium. Television uses the combination of sight, color, sound and motion to create an

effect. TV has proved its credible power in influencing human behavior repeatedly. The Television

Advertisement is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the

medium of television. Advertising on television can give a product or service instant reliability and reputation.

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II. COMPONENTS OF GOOD TV ADVERTISEMENTS

There are many strategies for creating desire in the customer. An ad usually has about 10-30 seconds to

accomplish the goal. The five features that all good advertisements have in common during this time period are:

2.1 Attention Grabbing

Features like music, a beautiful woman, repetition, loud sounds, visual humor appeal to the basic sensory

perceptions and if done right, they work the best.

2.2 Trust Development

An advertisement should establish the company offering the product, as deserving of trust. This can often be

accomplished simply by making a well produced advertisement with likable characters.

2.3. Positive Associations

Little babies, cute animals, beautiful women, comedy, celebrities and nostalgia are often found in commercials,

because they create positive feelings in people and are the easiest ways to establish positive associations with

the products.

2.4. The Desire Hook

All good advertisements tell a story about the product and its utility to the consumer to create a desire for

repeated purchasing.

2.5. Action Motivator

Once the story has been told, the advertisement must now prioritize in turning the established “desire” into

action. With many products, creating the desire is sufficient to motivate action and the product must be desirable

enough to sell itself. But for other products, the customer will probably need a little prodding. Simply ending a

commercial with a call to action will often suffice. Calls to action always require to be verbal but also behavior.

Humans often act on the basis of imitating others behaviour. Therefore the viewers adds action of his/her role

model

III. IMPACT OF TV COMMERCIALS ON CONSUMERS

Advertising and sponsorship respectively influence the local target group in different ways. They also affect

international brand in term of its impact on brand image and brand equity. Moreover, depending on a person‟s

age, consumers view brands differently, and thus have an effect on national and international brands. Together,

these factors influence the way in which a brand is perceived, and consequently influence consumer preferences.

The consumer in this era is in target of massive media attacks which are effectively planned, and enlightened

with glamour and targets the emotions, needs, wants and demands of the consumers. Marketers and companies

are spending billions of dollars on consumer research and to know the important factors involved in consumer

decision making. While talking about the marketing mix now a days marketer‟s main focus is on designing

persuasive messages/commercials to attract the target customers. Because advertisements considerably influence

the choice of household products among the majority of the populace. So marketers are focusing and trying to

attract and influence the consumers by designing ads that are considerably attractive and persuasive enough for

their emotional attachment with the product.

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TV advertisements are powerful because they penetrate every segment of modern-day society and effectively

influence how consumers view themselves, their neighbors, communities and the world. It remains a fact that

the TV is the single major and foremost communicator of our times. As the world has become a global village

through our electronic media, access to all international channels is also easy. From the point of advertisers or

producers, the impact of TV commercials on consumers is positive. „Entertainment‟ is the major reason for TV

viewing and a small proportion of the respondents view it for „information‟.

IV. KEY ISSUES IN TV ADVERTISING

4.1. Puffery

Puffery is defined as an advertising, which praises the item to be sold with subjective opinions, superlatives, or

exaggerations, with no statement on specific facts.

4.2. Taste and advertising

Taste differs from person to person and an advertisement may not satisfy every individual.

4.3. Stereotyping in Advertising

Certain category of people from the society is shown in the same characters in advertisements especially the

women.

4.4. Women in Advertising

Women in advertisements are portrayed solely in terms of beauty, house hold duties and motherhood.

V. TOP OF THE MIND AWARENESS

Top-of-mind awareness (TOMA) is a company, brand or specific product coming first in customers when

asked about a particular industry. The first recalled brand, product or company name (is said to have the top of

the mind awareness) has a distinct competitive advantage in brand space, as it has the first chance of evaluation

for purchase. TOMA is a result of various media activities that company undertakes in order to position its

products / brands in the mind of the customers. Celebrities in advertisements could result in a better brand recall

as customers of today associate with celebrities and even tend to copy them to some extent.

VI. LITERATURE REVIEW

In Jerome D. Scott's (1943) opinion the effects on advertising outlays upon profit and liquidity are important

considerations in setting outer limits for advertising. He also describes that normally a time lag occurs between

advertising outlay and sale results. In his opinion the firm's resources set a real limit on advertising outlay.

Analyzing the maximum extent up to which a firm can spend on advertising,

Joel Dean (1951), observes that the advertising expenditures for each product should be pushed to the point

where the additional outlay equals the profit from the added sales caused by the outlay.

Martin Mayer (1958) puts forward three basic concepts with regard to a good advertisement. In his opinion an

advertisement must basically be a believable one. Simple techniques, such as the use of pictures or diagrams

also increase the believability of the advertisement. Repetition is another key concept in the case of advertising.

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He suggests that it is better to have a long series of small advertisements than one extremely large advertisement

as these act as memory ticklers among the consumers. The third concept put forward by him is the concept of

the impression of message. In his opinion messages should be clear, complete and attractive.

Philip Kottler (1965) opined that all the models so far developed by various scientists should be used in an

integrated manner in order to understand the consumer in general. In his opinion, buying patterns are being

influenced by price, quality, availability, service, style, option and image. Depending on the product involved,

different variables and behavioural mechanisms assume different degrees of importance in influencing the

purchase decision process.

As per the National Readership Survey (1981) the newspaper - plays a prominent role in India with regard to the

advertisements despite the spread of radio and T.V. As per the survey the national newspapers, particularly

English language papers dominates the advertising area.

Siinivas and Bhatias (1982) study revealed that homemakers showed positive attitude towards advertisements as

an aid for selection of a product, and brand name and packaging as guide for quality.

Mr.Namasivayam (1988) in his study on "Impact of advertisement and consumer preference of toilet soap” has

focused that audio-visual medium of advertisement is the catching point to inspire the potential customers in

selecting their brand of toilet soap. This study was conducted based on the socio-economic and psychological

factors.

Television is the source of the most widely shared set of messages and images in our history (Gerbner, Gross,

Morgan, & Signorielli, 1986). It has become the primary common source of socialization and its mass produced

images and messages "form the mainstream of a common symbolic environment" (Gerbner et al., 1986, p.18).

Accordingly, television's chief function is enculturation, that is, to be a medium of the socialization of most

people into their cultural roles and standardized behaviors (Gerbner & Gross,1976).

Nakamura (1989) study reported that industrial advertisements shown in television were effective. Singal and

Sehgal (1989) studied the factors influencing in the selection of toilet soaps on 120 girl college students and

revealed that advertisement on T. V. were the most effective in influencing their selection, followed by media

like cinema, slides/short films, magazines, newspapers and retail shop displays.

Miglani et al (1991) conducted a study on the effect of different advertising media on the purchase of household

goods and revealed that all the respondents were exposed to T.V. advertisements and television took the top

rank for its effectiveness in the purchase of household goods by all the income groups followed by magazine in

high and middle income groups.

Joon (1992) study on the effect of television advertisements on the purchasing behaviour of homemakers

revealed that 40 per cent of the respondents were influenced by their advertisements. The factors such as good

quality, earlier experience, less consumption, cost and tv advertisements with the brand were important in

influencing the respondents to repeat the purchase of brand.

Mittal (1994), stated that people at large pronounce faint praise and harsh criticism towards TV commercials

and categorically emphasized that TV advertising created many undesirable effects ranging from increased cost

of goods to spreading materialization, promoting stereotype sex role of women and other unwholesome values

and taking undue advantage of children.

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Rana (1995) undertook a study on T.V. advertisements and expressed that among the media, the impact of

television advertisement on social behavior, including purchasing behavior was the greatest. The reason being

that television has charm.

Prema (1998) highlighted that TV advertisements continuously promote consumerism and thereby generate

unrealistic desires in the rural youth. Competition drives the world not only in business but also in other fields.

To face this competition getting immediate attention of consumers is the prime task for any Corporate.

Celebrities are the new tools used to persuade the consumers. Rao (2000) revealed that penetration of TV,

Satellite and radio has increased in rural as well as urban areas. Consequent to this it is observed that brand

awareness and association with established brands is as high in rural areas as in urban areas. Centre of Media

studies (2001) analysed the urban consumers with respect to their media habits and revealed that the more one

watches television the more one tends to read the newspaper.

Brace et al. (2002) studied whether disposition to TV advertising correlates with disposition to advertising in

other media and disposition to direct mail. It addresses the question whether it is possible to generalize across

different media or if there are differences that warrant a mixed media campaign.

Mr.McGrath and Mr.Mahood (2004) in their study on “Impact of advertisement among consumers” have

observed that products with high level of involvement score high on various measures (brand recall, brand

attitude, attitude towards advertising and purchase intention) of effectiveness of the advertisement.

Dr.C.Madhavi and Mr.S.Arul kumar (2006) in their study titled “Rural Marketing for - FMCG” have remarked

that most of the consumers are influenced by quality of the product. So, the FMCG companies should strictly

adhere to the quality standards.

Selvaraj (2007) found that rural consumers are fundamentally different from their urban counterparts socially,

psychologically, physiologically and literally.

Murthy (2008) stated that the current number of commercial during the prime time and non-prime time has

reached a threatening magnitude; the common man has begun zipping and zapping which frustrates the very

concept of advertisement planning policy.

Meyer-Waarden and C. Benavent (2009) in their article stated that in the retail sector, consumers typically

patronize multiple outlets for a variety of products, which raises the important issue of how outlets can gain a

greater share of consumer expenditures. One such way is to increase repeat purchases through loyalty programs.

Chiang, D.A., Y.H. Wang, and S.P.Chen (2010) in their paper developed a methodology to detect the existence

of repeat-buying behavior and discover the potential period of the repeat-buying behavior.

The ORG Survey (2011) indicated that the major items which accounted for about 45-50 percent of the rural

market were washing soaps, cleaning materials, toiletries and food and beverage .But the survey also observed

that the growth rate was very significant in certain items like cosmetics and toiletries over the period of five

years.

Shukla Pritesh kumar Y. (2013) concluded that television plays an important role to increase competitiveness in

rural areas. It was found majority of rural respondents are using television as their main source of information. It

also strongly indicates that, the rural respondents who use television as their main source of information would

be definitely getting knowledge of other brands from the same source.

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Swati Bisht (2013) found that there is positive relationship of emotional response with consumer buying and TV

Advertisements. TV advertising impact on buying behavior of teenagers related to different residential

backgrounds (i.e., rural and urban) and gender groups (i.e., male and female). Advertisements on TV have an

impact on the trial of the product by the customer.

Lokesh Sharma, Archana Singh & Dr. Parul D. Agarwal (2014) revealed that adults strongly believe that the TV

advertisements have considerably influenced their buying process.

VII. CONCLUSION

The literature review suggests that there is a positive relation between TV Advertising and Consumer Buying

preference and that there is positive relationship of emotional response with consumer buying and TV

Advertisements. Therefore, it is concluded that consumers purchase products by emotional response, rather that

environmental response.. TV advertising impact on buying behavior of consumers related to different residential

backgrounds (i.e., rural and urban) and gender groups (i.e., male and female). Advertisements on TV have an

impact on the trial of the product by the customer.

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