Effectiveness of TV Advertisements with Reference to
Consumer Products


Author
V. Vijay Anand
Asst. Professor & Research Scholar
School of Management
SASTRA University
Thanjavur–613401

Co-Author
Prof. Dr. N. Panchanatham
Head & Reader
Department of Business Administration
Annamalai University
Chidambaram- 401
 


Abstract

The research is about the study on the effectiveness of TV ADs on consumer Commodities.  The research is being conducted to find various views of consumers on various television ads. The main purpose of this research will help the ad agencies to correct themselves and come out with ads which attracts the customer more and this study will also give views of consumers regarding the awareness, satisfaction level and their expectations. This research will help to the Ad agencies as well as the consumers. The research will give an idea to the various brands about the reach of their products to the consumers. The survey is conducted only in Trichy and Thanjavur Town. In this research, 50 respondents are taken as a  sample.

INTRODUCTION

 The research is about the effectiveness of TV advertisements on consumers' commodities. Both the ad agencies and the consumers are benefited by this research. The related firms can also be benefited because it will give an idea to them about the consumer's taste and preferences of ads. Ads are nowadays focusing only one entertaining purpose rather than information purpose. Is it so? How it works ?

STATEMENT OF PROBLEM

 This research has been conducted to find the taste and preference of the consumers regarding the TV ads. Consumers generally have the complaint that the ads telecasted in the TV are fake most of the time sand it gives wrong information about the product. Consumers are in the mind set that the ads are just for entertaining purpose and not for any social cause. The ad agencies are not able to give ads according to the preference of the consumers as they are expecting something more than usual. The consumers have a complaint that ads are always mesmerizing and the customers get easily cheated by that.

SIGNIFICANCE OF THE STUDY

* It will build a relationship between the company and the consumer.
* Customers taste and preference can be easily found out
* Ad agencies can understand consumers necessity and give ads accordingly.
* It will give an idea about the requirements expected by the consumer in the ads.
* It will fetch up a new way for innovative ideas
* Boost up of the brand image is possible

METHODOLOGY

Researcher has applied descriptive research design which includes surveys and fact-finding requires of different kinds. The main features of this method is that the researcher has no control over the variables and can report only what has happened or what is happening the same. Here stratified sampling method was used in selecting the samples. The sample size is 50 and the area of the research is Thanjavur & Trichy Town.

PRE-TESTING

Pre-testing, also known as copy testing, is a form of customized research that predicts in-market performance of an ad, before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad's Flow of Attention and Flow of Emotion. Pre-testing is also used on ads still in rough form. Pre-testing is also used to identify weak spots within an ad to improve performance, to more effectively edit 60's to 30's or 30's to 15's, to select images from the spot to use in an integrated campaign?s print ad, to pull out the key moments for use in ad tracking, and to identify branding moments.

CAMPAIGN PRE-TESTING

A new area of pre-testing driven by the realization that what works on TV does not necessarily translate in other media. Greater budgets allocated to digital media in particular have driven the need for campaign pre-testing. The first to market with a product to test integrated campaigns was OTX in association with Sequent Partners with the introduction of Media CEP. The latest generation of this product incorporates one of the leading media planning tools developed by a media modeling and software company Point logic. The addition of a media planning tool to this testing approach allows advertisers to test the whole campaign, creative and media, and measures the synergies expected with an integrated campaign

POST-TESTING

Post-testing/Tracking studies provide either periodic or continuous in-market research monitoring a brand's performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized. All the data was collected  through the questionnaire as a primary data. The data were interpreted and analyzed using the statistical tool CHI SQUARE TEST through the SPSS version 0.9

Chi square = (O – E)^2 / E

Research Parameters

S.No

Particulars

    1.

Age

    2.

Gender

    3.

Occupation

    4.

Qualification

    5.

Seen ads

    6.

Promotion

    7.

Impressed

    8.

Purchase

    9.

Entertaining purpose

    10.

Quality

    11.

Creativity

    12.

Negative impact

    13.

Brand image

    14.

True information

    15.

Social responsibility

    16.

Attraction

    17.

Wrong information

    18.

Different products

    19.

Satisfied

    20.

Impact on the society


Tentative Hypothesis

S.No

Particulars

    1.

RELATIONSHIP BETWEEN GENDER AND PURCHASE OF PRODUCTS

    2.

RELATIONSHIP BETWEEN THE CREATIVE AND THE SOCIAL RESPONSIBILITY ADS

    3.

PURCHASE OF THE PRODUCTS DEPEND UPON THE TRUE INFORMATIONS GIVEN

    4.

RELATIONSHIP BETWEEN GENDER AND THE IMPACT ON THE SOCIETY

    5.

RELATIONSHIP BETWEEN GENDER AND THE SATISFACTION LEVEL


OBJECTIVES OF THE STUDY

* To study the effectiveness and respective impact of Ads in the public
* To understand the needs of the consumers
* To acquire more consumer
* To correct the carelessness of the ad agencies
* To get more innovative and social responsibility ads

LIMITATIONS OF THE STUDY

* It can give information only about the views of the respondents.
* It will not make the consumers to buy the products
* The ad agencies can only get the information and not the real truth
* The impression which has been already got cannot be changed
* It is difficult to take any decisions based on 50 respondents

SCOPE OF THE STUDY

* The consumer can express their views regarding the ads
* It will make the company know about the response of the consumers
* The ad agencies can come out with the ads which attracts the consumers
* Brand image will increase if the customers needs are satisfied
* Sales increases when ads attract the public
* Unwanted controversies will not take place

Advertising – An Overview.

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. 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. 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. Advertising may be placed by an advertising agency on behalf of a company or other organization.

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2009).

The majority of television commercials features a song or jingle that listeners soon relate to the product. This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products.

The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana.
 

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Source: E-mail January 8, 2011

          

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