Deepak Final Report on Advertising

7/28/2019 Deepak Final Report on Advertising

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AUTHORIZATION

I do hereby declare that the project work entitled “Advertising effectiveness in different

Media: A comparison of Web and Television Advertising” is an original and bona fide work

done by Mr. Deepak Sharma, student of Amity University Haryana. This report is being

submitted in partial fulfillment of the requirement of Masters of Business Administration (MBA)

program from Amity University Haryana.

DEEPAK SHARMA



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Content

SR. NO. TOPIC PAGE NO.

CHAPTER 1 INTRODUCTION TO THE STUDY 3 - 9

CHAPTER 2MAJOR TYPE OF MEDIA FOR

ADVERTISING 14 - 25

CHAPTER 3ADVERTISEMENT EFFECTIVENESS 26 - 27

CHAPTER 4 THE STUDY

CHAPTER 5RESEARCH METHODOLOGY

28 - 29

CHAPTER 6ANALYSIS & INTERPRETATION

30 - 50

CHAPTER 7FINDINGS 51 - 52

CHAPTER 8 LIMITATIONS 53 – 54

CHAPTER 9

BIBLIOGRAPHY

55 - 56



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CHAPTER-1 INTRODUCTION &THE PROCESS

OF ADVERTISING



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1.1 Advertising: An Introduction

The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and

"verto" meeting towards and "verto" meaning. "I turn literally specific thing".

Simply stated advertising is the art "says green." Advertising is a general term for and all formsof publicity, from the cry of the street boy selling newspapers to the most celebrate attention

attracts device. The object always is to bring to public notice some articles or service, to create a

demand to stimulate buying and in general to bring together the man with something to sell and

the man who has means or desires to buy".

Advertising has been defined by different experts. Some of the quoted definition are :

American marketing association has defined advertising as "any paid form of non personal

presentation and promotion of ideas, goods or services by an identified sponsor. The medium

used are print broad cast and direct.”

Stanton deserves that " Advertising consists of all the activities involved in presenting to a group

a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea.

This message called an advertisement is disseminated through one or more media and is paid for

by the identified sponsor .‖

Advertising is any paid form of non – personal paid of presentation of ideas goods or services by

an identified sponsor .

Advertising is a "non- personal paid message of commercial significance about a product,

service or company made to a market by an identified sponsor.

In developing an advertising programme, one must always start by identifying the market needs

and buyer motives and must make five major decisions commonly referred as 5M (mission,

money message, media and measurement) of advertising.



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1.2Basic Features of Advertising

On the basis of various definitions it has certain basic features such as:

1. It is a mass non-personal communication.

2. It is a matter of record.

3. It persuades buyers to purchase the goods advertised.

4. It is a mass paid communication.

5. The communication media is diverse such as print (newspapers and magazines)

6. It is also called printed salesmanship because information is spread by means of the

written and printed work and pictures so that people may be induced to act upon it.



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1.3 Functions of Advertising

For many firms advertising is the dominant element of the promotional mix – particulars

for those manufacturers who produce convenience goods such as detergent, non – prescriptiondrugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by

maters of automobiles, home appliances, etc, to introduce new product and new product features

its uses its attributes, pt availability etc.

Advertising can also help to convince potential buyers that a firms product or service is

superior to competitors product in make in quality, in price etc. it can create brand image and

reduce the likelihood of brand switching even when competitors lower their prices or offer some

attractive incentives.

Advertising is particularly effective in certain other spheres too such as :

i) When consumer awareness of products or service is at a minimum.

ii) When sales are increasing for all terms in an industry.

iii) When a product is new and incorporates technological advance not strong and.

iv) When primary buying motive exists.

It performance the following functions:

i) Promotion of sales

ii) Introduction of new product awareness.

iii) Mass production facilitation

iv) Carry out research

v) Education of people.



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1.4 Types of Advertising

Broadly speaking, advertising may be classified into two categories viz., product and

institutional advertising.

a) Product Advertising

The main purpose of such advertising is to inform and stimulate the market about the

advertiser‘s products of services and to sell these. Thus type of advertising usually promotes

specific, trended products in such a manner as to make the brands seam more desirable. It is used

by business government organization and private non-business organizations to promote the uses

features, images and benefits of their services and products. Product advertising is sub-divided

into direct action and indirect action advertising, Direct action product advertising wages the

buyer to take action at once, ice he seeks a quick response to the advertisement which may be to

order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in

response to prince reduction during clearance sale.

Product advertising is sub-divided into direct & indirect action advertising & product

advertising aims at informing persons about what a products is what it does, how it is used and

where it can be purchased. On the other hand selective advertising is made to meet the selective

demand for a particular brand or type is product.

b)Institutional Advertising:

It is designed to create a proper attitude towards the sellers to build company image or

goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind

and to implant feeling favorable to the advertisers company. Its assignment is to make friends for

the institution or organization.

It is sub-divided into three categories: patronage, public, relations and public service

institutional advertising.

i) In patronage institutional advertising the manufacturer tells his prospects and customer

about himself his policies and lives personnel. The appeals to the patronage motivation of buyers. If successful, he convinces buyers that his operation entitles him to the money spent by

them.

ii) Public relations institutional advertising is used to create a favorable image of the firm

among employees, stock-holders or the general public.

iii) Public service institutional advertising wages public support.



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c) Other Types:

The other types are as follows:

i) Consumer advertising

ii) Comparative advertising

iii) Reminder advertising

iv) Reinforcement advertising

1.5 Advertising objectives

The long term objectives of advertising are broad and general, and concern the

contribution advertising should make to the achievement of overall company objectives. Most

companies regard advertising main objective as that of proving support to personal selling and

other forms of promotion. But advertising is a highly versatile communications tools and may

therefore by used for achieving various short and long term objectives. Among these objectives

are the following:

1. To do the entire selling job (as in mail order marketing).

2. To introduce a new product (by building brand awareness among potential buyers).

3. To force middlemen to handle the product (pull strategy).

4. To build brand preference 9by making it more difficult for middleman to sell substitutes).

5. To remind users to buy the product (retentive strategy).

6. To publicize some change in marketing strategy (e.g., a price change, a new model or an

improvement in the product).

7. To provide rationalization (i.e. socially acceptable excuses).

8. To combat or neutralize competitors advertising.

9. To improve the moral of dealers and/or sales people (by showing that the company is

doing its share of promotion).

10. To acquaint buyers and prospects with the new uses of the product (to extend the PLC).



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1.6 Benefits of Advertising

The functions of advertisement, and that purpose its ethics, may be discussion below:

1. It Advertisements to cheaper prices. "No advertiser could live in the highly competitive

arena of modern business if his methods of selling were more costly than those of his rivals."

2. It acquaints the public with the features of the goods and advantages which buyers will

enjoy.

3. It increases demand for commodities and this results in increased production.

Advertising:

a) Creates and stimulates demand opens and expands the markets;

b) Creates goodwill which Advertisements to an increase in sales volume;

c) Reduces marketing costs, particularly product selling costs.

d) Satisfied consumer demands by placing in the market what he needs.

4. It reduces distribution expenses in as much as it plays the part of thousands of salesman at a

home. Information on a mass scale relieves the necessity of expenditure on sales promotion staff,

and quicker and wider distribution Advertisements to diminishing of the distribution costs.

5. It ensures the consumers better quality of goods. A good name is the breath of the life toan advertiser.

6. By paying the way for large scale production and increased industrialization, advertising

contributes its quota to the profit of the companies the prosperity of the shareholder the uplifts of

the wage earners and the solution of the unemployment problem.

7. It raises the standard of living of the general public by impelling it to use to articles of

modern types which may add to his material well being. "Modern advertising has made the

luxuries of yesterday the necessities of today. It is a positive creative force in business. It makes

two blades of grass grow in the business world where one grew before.

8. It establishes the goodwill of the concern for the test articles produced by it and in course

of time they sell like not cakes consumer search for satisfaction of their needs when they

purchase goods what they want from its beauty, superiority, economy, comfort, approval,

popularity, power, safety, convenience, sexual gratification and so on. The manufactures

therefore tries to improve this goodwill and reputation by knowing the buyer behavior.



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To sum up it may be said that advertising aims at committing the producers, educating the

consumer, supplementing the salesman converting the producer and the dealer to eliminate the

competitor, but above all it is a link between the produce and the consumer.

1.7 Why & when to advertise

Advertising as a tool to marketing not only reaches those who buy , but also those whose

opinions or authority is counted for example a manufacturer of marble tiles and building boards

advertises not only to people who intend to build houses but also to architect and engineers.

While the manufacturers of pharmaceuticals products advertise to doctors as well as to the

general public. At time it is necessary for a manufacturer or a concern to advertise things which

it does not sell but which when sold stimulates the sales of its own product. There are concerns

like electric heaters, iron etc. because the use of these increases the demand for their products.

Advertising should be used only when it promises to bring good result more economically

and efficiently as compared to other means of selling. There are goods for which much time and

efforts are required in creating a demand by sending salesman to prospective buyers than by

simply advertising them. In the early days of the cash register in America it was sold by specially

trained salesman who called on the prospective users and had the difficult task of convincing

them that they could no longer carry on with the old methods, and that they urgently needed a

cash register. In our country certain publishers have found it less costly to sell their books by

sending salesman from house to house among prospective buyers than to advertise them. In these

two examples the cost of creating demand would be too high if attempted by advertising alone

under such circumstances advertising is used to make the salesman acceptable to the people they

call upon to increase the confidence of the public in the house. Naturals when there are good

profits competitors will be attracted and they should be kicked out as and when sufficient capital

is available by advertising on a large scale. Immediate result may not justify the increased

expenditure but it will no doubt secure future sales.



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CHAPTER 2

Major types of media for advertising



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MAJOR TYPES OF MEDIA FOR ADVERTING

Newspaper advertising

Magazine advertising

Television advertising

Radio advertising Outdoor advertising

Web advertising

2.1 Print media

Print media are those media that deliver messages one topic at a time and one thought at a time.

Because of structured nature of print message delivery people tend to trust print more than

broadcast media. Print media also targets audiences selectively. There are different kinds of print

media which are as follows:

Newspaper advertising

National newspapers - These are still traditionally categorized, from the media buyer's

viewpoint, on the basis of class; even though this is of declining importance to many advertisers.

`Quality' newspapers for example, tend to have a readership profile of in excess of 80 per cent of

ABC1 readers, though it is more difficult to segment readerships by age categories. They are

obviously best matched to national advertisers who are happy with black and white

advertisements, although colour is now available - and high-quality colour is available in some

supplements. National newspapers in general, and the quality Press in particular, are supposed to

carry more `weight' with their readers (since they are deliberately read, not treated just as

`background'); so that an advertisement placed in one is taken more seriously than a comparable

one in a regional newspaper, although it may be more transitory (since it is not kept for reference

as some local weeklies may be).

Regional newspapers — These may be dailies, which look and perform much like the nationals,

or weeklies, which are more specialized, though they dominate the classified advertising market.

There is usually much more advertising competing for the reader's attention, and the weekly

newspaper is now largely the province of the 'free-sheet' — typically delivered free to all homes in

a given area — which earn revenue from their high proportion of advertising, and accordingly

having the least `weight' of all.



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ADVERTISING IN NEWSPAPERS

Classifieds

It generally consists of all types of commercial messages arranged according to their interest to

readers such as property for sale or car for sale etc. It represents approximately 40 % of totaladvertising revenue.

Display

Display Advertisements can be any size and placed anywhere in the newspaper except editorial

page. It is further divided into two sub-categories: local and national display advertising.

National and international businesses, organisation and celebrities run national display

Advertisements. Local businesses, organisations that pay lower local advertising rate place local

display Advertisements.

Supplements

Newspaper can carry both national and local advertising. Supplements are syndicated or local

full-colour advertising inserts that appear throughout the week and especially in Sunday edition

of newspapers. Independent publishers create and distribute syndicated supplements to

newspapers throughout the country. Either one newspaper or group of newspapers in the same

area produces local supplements.

MAGAZINES

These offer a more selective audience (which is more `involved', with the editorial content at

least). Magazines are traditionally categorized into general interest, special interest and trade or technical. The advertiser will, therefore, be able to select those that match the specific profile

demanded by the advertising strategy. The weight, or `authority', of magazines is

correspondingly high, and they may be kept for a considerable time for use as reference - and

passed to other readers (so that `readership' figures may be much higher than `circulation'

figures). They can offer excellent color printing; but, again, the clutter of many competing

advertisements may reduce the impact of the advertiser's message.

Trade and technical - In the trade and professional fields there are now a significant number of

'controlled circulation' magazines. These are like the `free Press', in that they are delivered free to

the recipients; but, at least in theory, those recipients should have been carefully screened toensure that they are of value to the advertisers - and the circulation can, if properly controlled,

represent a wide cross-section of the buyers, and influencers, in the advertiser's target audience.

The rates for positioning are usually more varied than for newspapers, with premiums being paid

for facing editorial matter and, of course, for color.



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2.1 OUT-OF-HOME ADVERTISING

The outdoor portion was easy: there were about 8 and 30 sheet posters and painted bulletins. Not

so anymore. Even the name of the medium has changed. No longer called outdoor advertising, it

is now out-of-home advertising and it includes everything from billboards to hot air balloons.

Out-of-home advertising usually comes in two forms: billboards and transit posters. Like yellow

page Advertisements, outdoor advertising is usually used to support advertisements placed in

other media.Perhaps the greatest strength of outdoor advertising is as a directional marker to

point customers toward your business. Since the prospective consumer often has only fleeting

exposure to billboards and transit posters, the advertising copy written for these media needs to

be brief with the ability to communicate ideas at a glance; this, of course, requires efficient use

of graphics and headings.

2.3 BROADCAST MEDIA ADVERTISING

Broadcast advertising is a very popular advertising medium that constitutes of several branches

like television, radio or the Internet. Television advertisements have been very popular ever since

they have been introduced. The cost of television advertising often depends on the duration of

the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of

the television channel on which the advertisement is going to be broadcasted. The radio might

have lost its charm owing to the new age media however the radio remains to be the choice of

small-scale advertisers. The radio jingles have been very popular advertising media and have a

large impact on the audience, which is evident in the fact that many people still remember and

enjoy the popular radio jingles.

Television

This is normally the most expensive medium, and as such is generally only open to the major

advertisers, although some regional contractors offer more affordable packages to their local

advertisers. It offers by far the widest coverage, particularly at peak hours (roughly 7.00 — 10.30

p.m.) and especially of family audiences. Offering sight, sound, movement and colour, it has the

greatest impact, especially for those products or services where a 'demonstration' is essential;

since it combines the virtues of both the 'story-teller' and the `demonstrator'. To be effective,

these messages must be simple and able to overcome surrounding family life distractions — especially the TV remote.

Television is relatively unselective, and offers relatively poor coverage of upper class and

younger age groups. Being regionally based, however, it can be used for regional trials or

promotions (including test markets).



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Radio advertising

Radio advertising has increased greatly in recent years, with the granting of many more licenses.It typically generates specific audiences at different times of the day — adults at breakfast,

housewives, and commuters during rush hours. It can be a cost-effective way of reaching these

audiences — especially since production costs are much cheaper than television, though the lack of visual elements may limit the message. In radio advertising we need to identify the timing of

radio listeners, like many people listen on time when they are stuck with the traffic, and many of

the listeners they listen at night time.

Web advertising

It is a form of advertising that uses World Wide Web and internet for the expressed purpose of

delivering marketing to attract customers. The example of web advertising includes search

engine result pages, rich media, social networking Advertisements, institutional Advertisements,classifieds advertising, e-mail advertising including e-mail spam.

One advantage of advertising is immediate publishing of information is not limited to geographyor time. Another advantage is benefit of advertiser investment.



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CHAPTER 3

Advertisement effectiveness



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Advertising will only survive and grow if it focuses on being effective. All advertisers are

expecting specific results, based on their stated objectives. Clients expect proof, and, for the most

part, that proof must lead to or actually produce sales (Richard Vaughan, 1986). Advertising

must be effective. It must achieve its objectives. Each advertisement can be made effective only

when its explicit objectives should drive the planning, creation, and execution. Advertisement

should work with other forms of marketing communication to reach customers. Only the

advertiser and the supporting advertisement agency know whether the advertisement campaign

reached its objectives, and whether the advertisement truly was worth for the money invested.

Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle &

Saunders, 1990).

Effective advertisement's characteristics work on two levels. First one is advertisers should

satisfy consumer's objectives by engaging them and delivering a relevant message. The other

one is the advertisements must achieve the advertiser's objectives. Initially, a consumer may be

interested in watching an advertisement for its entertainment value or to satisfy his/her

curiosity. If the advertisement is sufficiently entertaining, customer may remember it.

However, customer may then learn that the advertisement relates to a personal need and

provides relevant information for that need. Further, advertisements may reinforce consumer

product decisions and remind how one's needs have been satisfied.

The advertiser's objectives differ from the consumer's. Ultimately, advertisers want consumers

to buy and keep buying their goods and services. To move consumers to action, they must gain

their attention. They must then hold their interest long enough to convince them to change their

purchasing behavior, try their product, and stick with their product.

The campaign's humor means that it is likely to satisfy the viewer's curiosity and need for

entertainment. The consumer will probably remember the advertisement, and because it is such

a likeable campaign it will reinforce the good feelings or satisfaction of consumers.

Strategy, creativity, and execution are the three broad dimensions that characterize effective

advertising. Therefore, effective advertisements must connect these three elements. Every

effective advertisement implements a sound strategy. The advertiser develops the

advertisement to meet specific objectives, carefully directs it to certain audience, creates its

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message to speak to that audience's most important concerns, and runs it in media like print,

TV, or the internet, that will reach its audience most effectively. The creative concept is the

advertisement's central idea that grabs consumer attention and sticks in memory of the

consumer. Effective advertisements are well executed. That means the details, the photography,

setting, printing, and the production values all have been fine-tuned. Many of these techniques

are standard in the industry. So these three conditions must be met for an advertisement to be

considered effective.



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CHAPTER 4

THE STUDY



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This study presents the results of a survey focusing on a comparison between the effectiveness of

advertisements in two different media, namely the Internet/Web and television. Advertising on

the Web and in the traditional media have both advantages and disadvantages. The Web is

increasingly becoming popular and is emerging as an important tool for advertisers and

marketers, in competition with the traditional media. While research in the past has focused on

the effectiveness of the Internet as an advertising medium, there is a dearth of research on the

comparative effectiveness of Web and television advertising. This study aims to fill the gap

through a survey of responses from customers who are users of both media. Based on a literature

survey, the paper formulates various hypotheses that test the 'value' of advertising on the

dimensions of in formativeness, attention, emotions, precipitating action, attitude, entertainment,

irritation, and deceptiveness.

4.1 Television

This is normally the most expensive medium, and as such is generally only open to the major

advertisers, although some regional contractors offer more affordable packages to their local

advertisers. It offers by far the widest coverage, particularly at peak hours (roughly 7.00 — 10.30

p.m.) and especially of family audiences. Offering sight, sound, movement and colour, it has the

greatest impact, especially for those products or services where a 'demonstration' is essential;

since it combines the virtues of both the 'story-teller' and the `demonstrator'. To be effective,

these messages must be simple and able to overcome surrounding family life distractions —

especially the TV remote.

Television is relatively unselective, and offers relatively poor coverage of upper class and

younger age groups. Being regionally based, however, it can be used for regional trials or

promotions (including test markets). The price structures can be complicated, with the 'rate card'

(the price list) offering different prices for different times throughout the day. This is further

complicated by a wide range of special promotional packages and individual negotiations.



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The Reach of Television Advertisements in India

Source: Media Partners Asia, Indiantelevision.com estimates

Interpretation

The ad shows that a guy tells a girl that he is having chocolate as he is going for some good work

and ends up telling a girl that he is dropping her to her home.

The ad has an emotional and humour quotient which goes with its tagline ―KuchMeethahoJaye‖.



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the

4.2 Web advertising

The Indian advertising industry is in a phase of transition. Rapid advances in technology and an

ever growing base of empowered customers have redefined how advertising is created, sold,

consumed and evaluated. At this juncture advertisers are experimenting with a numberof

emerging platforms including Internet which has been globally acknowledged as aninteractive

medium with a lot of advertising potential.While the developed markets such as US and Europe

have already embraced this mediumonline advertising industry is still in its nascent stage in

India. Researcher understands of the market shows that there are a number of factors that are

advancingthe online advertisement market. Growing Internet user base, increasing time spent on

theInternet, broadband penetration into households and fragmented media consumption habits

ofconsumers are driving advertisers towards the online medium. Our estimates show thattheonline banner advertisement markets stood at INR 2350 Million in 2007-08. With an

expectedgrowth rate of 40%, the market is poised to reach INR 3500 Million in 2008-09.

The breakup of the online banner advertisement market share reveals that BFSI and

onlinepublishers are the two segments that hold a market share of 25%. ITES is another

importantsector that constitutes 13% of the market share. As per our estimates, in the share of

differentverticals in 2008-09, education and BFSI will move up in terms of market share.

THE VODAFONE

ZOO ZOO

ADVERTISEMENT

THE WORLD CUP

PEPSI

ADVERTISEMENT



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Whileeducation sector will almost double its share from 4% to 7%, the BFSI sector will move up

togarner a market share of 26% in 2008-09.Even though the domestic online advertisement

market is currently very small as compared tothe colossal figures for Europe and US our

discussion with marketers revealed a wave ofoptimism in the market. Thus in conclusion it

would not be wrong to say that a lot more is to happen in the online advertising space. We are

still at the start of a climb!

The first advertisement that appeared on the Internet was in the form of a banner. It wascreated

by Hotwired on October 25, 1994 and was posted for AT&T. During thisperiod most of the

banners Advertisements were in the shape of narrow strips that ran across the top of awebpage.

Overtime, banner Advertisements became less useful for advertisers as people tuned them out

orsought software to block their delivery. This pushed advertisers to introduce more

intrusiveAdvertisements such as blinking banners, pop-up Advertisements and ―interstitials‖.The

advent of rich media marked a new phase in the history of online advertising in late

1996.Hewlett Packard partnered with San Francisco-based online agency, Red Sky Interactive,

toproduce what is now regarded as the world‘s first interactive rich media banner advertisement

ADVERTISMENTS IN WEB MEDIA



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Interpretation

The IDEA telecom company is known for giving social messages through various media. This ad

shows that we can save paper by using mobile phones and can save environment-―what an IDEA

sir ji‖.



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Interpretation

The surf excel Advertisements has always backed by pester power of kids. The product

positioning shows the fun filled moments of kids that stains are good it has been put for a good

cause. The web shows the media room which indicates the product coverage over different

media.

Objective:The main objectives of the study are as follow:

1. To study the target audience perception toward Advertisements.

2. To find out the comparative effectiveness of Web and Television Advertising



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CHAPTER 5

RESEARCH METHODOLOGY



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Research Design

In the project, “Advertising Effectiveness in Different Media: A comparison of Web and

Television Advertising.‖ exploratory research has been carried out. Research design is the

conceptual structure within which research is conducted; it constitutes the framework withinwhich collection & analysis of data is done. Hence, by such research, alternative causes &

solutions can be measured.

Data Collection

This includes:

1. Type of data used

In this study mostly primary data has been used. This is because productive information could

not be attained from secondary sources.

2. Method of data collection

Structured questionnaires were used to collect information from the respondents. The questions

were mostly open ended so as to give freedom to the respondent to express himself/herself.

3. Sample Plan

Since a complete enumeration of all items in the universe was not possible due to resource

constraint, a sample size was selected by random sampling.

4. Sample Size

The sample size chosen was 100.

5. Sample Unit

The survey was conducted in all areas of Varanasi &Lucknow region.



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6. Sampling Procedure

The procedure included for sampling included convenient sampling. Respondents were randomly

chosen.

As mentioned earlier, structured questionnaires were used & personal interviews done to ensure

maximum information could be derived.

The survey was conducted between February & March ‘11.

Scale items used in Questionnaire:

INFORMATIVE SCALE

Advertisements are good sources of product information

Advertisements provide relevant product information

Advertisements provide timely information

Advertisements are sources of up-to-date product information

Advertisements make product information immediately available

Advertisements are convenient sources of product information

Advertisements supply complete product information

ATTENTION SCALE

I pay attention to Advertisements

Advertisements are eye catching

Advertisements are attractive

I read/watch Advertisements

Advertisements are effective in producing engaging messages

EMOTIONS SCALE

Advertisements give details about the product, but do not stimulate emotions

Advertisements have rational content rather than emotional content I am touched by Advertisements



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PRECIPITATING ACTION SCALE

I am likely to purchase a product after being exposed to an ad

I have thought of buying an advertised product after watching the ad

ATTITUDE SCALE

Advertisements help people change their attitude towards the product/brand

Advertisements help people change their beliefs

Advertisements help people change their attitudes towards the image of the advertising

company

Advertisements make the brand seem more appealing

ENTERTAINMENT SCALE

Advertisements are entertaining

Advertisements are enjoyable

Advertisements are pleasing

Advertisements are fun to use

Advertisements are exciting

IRRITATION SCALE

Advertisements insult people‘s intelligence

Advertisements are annoying

Advertisements are irritating

Advertisements will have negative effect on society

Advertisements are confusing

DECEPTIVENESS SCALE

Advertisements lie

Important facts about the products are left out of the Advertisements.



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The respondents gave their responses on Lickert scale with 1 as an option for strongly disagree

and 5 as an option for strongly agree.

For.E.g. 1 2 3 4 5

1. Advertisements are good source of product information

2. Advertisements provide relevant product information

3. Advertisements provide timely information

Then weighted mean value was calculated for all questions separately for both TVadvertisements and Web advertisements.



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CHAPTER 6

Analysis & Interpretations



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1: Advertisements are good source of product information.

TELEVISION WEB

Strongly Disagree 0 2

Disagree 7 7

Neutral 11 15

Agree 59 55

Strongly Agree 23 21

Mean Value 3.98 3.86

Total No. of Respondents: 100

Calculation of weighted mean for TV: {(1*0) + (2*7) + (3*11) + (4*59) + (5*23)}/100 = 3.98

Calculation of weighted mean for Web:{(1*2) + (2*7) + (3*15) + (4*55) + (5*21)}/100 = 3.86

0% 7%11%

59%

23%Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

2% 7%

15%

55%


Disagree

Neutral

Agree

Strongly Agree

TV

WEB

The study reveals that Television Advertisements are better source of product information

than Web Advertisements.



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2: Advertisements provide relevant product information

TELEVISION WEB


Disagree 6 4

Neutral 8 14

Agree 65 49





Calculation of weighted mean for Web:{(1*3) + (2*4) + (3*14) + (4*49) + (5*30)/100} = 3.99

2% 6%8%

65%


Disagree

Neutral

Agree

Strongly Agree

3% 4%14%

49%


Disagree

Neutral

Agree

Strongly Agree

TV

WEB

The study reveals that WEB Advertisements provide more relevant product

information than TelevisionAdvertisements.



35

3. Advertisements provide timely Information:

TELEVISION WEB


Disagree 7 7

Neutral 26 11

Agree 31 49




Calculation of weighted mean for TV: {(1*3) + (2*7) + (3*26) + (4*31) + (5*33)/100} = 3.91

Calculation of weighted mean for Web:{(1*0) + (2*7) + (3*11) + (4*49) + (5*33)/100) = 3.93

3% 7%

26%

31%

33%

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

0% 7%11%

49%

33%

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

TV

WEB

The study reveals that both Television Advertisements and Web Advertisements

provide timely information.



36

4. Advertisements are source of up to date product information:

TELEVISION WEB


Disagree 18 5Neutral 16 17

Agree 44 46





Calculation of weighted mean for Web:{(1*1) + (2*5) + (3*17) + (4*46) + (5*31)/100} = 4.01

1%

18%

16%

44%


Disagree

Neutral

Agree

Strongly Agree

1% 5%

17%

46%

31%

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

WEB

TV

The study reveals that Web Advertisements are more up-to-date than Television

Advertisements.



37

5: Advertisements make product information immediately available:

TELEVISION WEB


Disagree 19 13

Neutral 26 12

Agree 35 40





Calculation of weighted mean for Web:{(1*1) + (2*13) + (3*12) + (4*40) + (5*34)}/100=3.93

2%

19%

26%35%


Disagree

Neutral

Agree

Strongly Agree

1% 13%

12%

40%

34%

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

TV

The study reveals that Web Advertisements are more prompt source of product




38

6. Advertisements are convenient sources of product information:

TELEVISION WEB


Disagree 14 17

Neutral 19 10

Agree 50 44






0% 14%

19%

50%


Disagree

Neutral

Agree

Strongly Agree

2%

17%

10%

44%

27%

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

The study reveals that Web Advertisements are convenient source of product




39

7. Advertisements provide complete product information:

TELEVISION WEB


Disagree 21 9

Neutral 26 14

Agree 36 49






0%

21%

26%36%


Disagree

Neutral

Agree

Strongly Agree

2% 9%

14%

49%


Disagree

Neutral

Agree

Strongly Agree

The study reveals that Web Advertisements provide complete product information and

is better than Television Advertisements.

The study on

informative scale

reveals that Web

Advertisements are

more informative than

Television



40

12. Advertisements are affective in producing engaging messages:

TELEVISION WEB


Disagree 5 4

Neutral 40 46

Agree 31 30






1%2%

19%

47%

31%

Strongly

Disagree

Disagree

Neutral

Agree

3% 4%

46%30%

17%

Strongly

Disagree

Disagree

Neutral

Agree

Television Advertisements produce more engaging messages than web Advertisements

The study on attention

scale clearly depicts that

TV Advertisements are

more attention seeking

than WebAdvertisements.



41

13. Advertisements give details about the product, but do not stimulate emotions:

TELEVISION WEB


Disagree 26 26

Neutral 31 34

Agree 27 24






0%

26%

31%

27%


Disagree

Neutral

Agree

Strongly Agree

0%

26%

34%

24%


Disagree

Neutral

Agree

Strongly Agree

Television Advertisements stimulate more emotions than Web Advertisements



42

14. Advertisements have rational content rather than emotional content:

TELEVISION WEB


Disagree 34 31

Neutral 17 18

Agree 39 29





Calculation of weighted mean for Web:{(1*0) + (2*31) + (3*18) + (4*29) + (5*22})/100=3.42

0%

34%

17%

39%

10%

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

0%

31%

18%29%


Disagree

Neutral

Agree

Strongly Agree

The study depicts that Web Advertisements have more rational content than TV

Advertisements



43

18. Advertisements help people change their attitude towards the product/brand:

TELEVISION WEB


Disagree 37 34

Neutral 16 21

Agree 27 24




Calculation of weighted mean for TV: {(1*8) + (2*37) + (3*16) + (4*27) + (5*12)/100) = 2.98


19: Advertisements help people change their beliefs:

8%

37%

16%

27%


Disagree

Neutral

Agree

Strongly Agree

7%

34%

21%

24%


Disagree

Neutral

Agree

Strongly Agree

Web Advertisements lead to more prominent change in attitude towards the

roduct/brand than TV Advertisements.



44

TELEVISION WEB


Disagree 36 32

Neutral 26 24

Agree 16 23

Strongly Agree 8 9





14%

36%26%

16%

8%Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

12%

32%

24%

23%

9%Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree



45

24. Advertisements are pleasing:

TELEVISION WEB

Strongly Disagree 0 2Disagree 5 4

Neutral 7 6

Agree 42 41





Calculation of weighted mean for Web: {(1*2) + (2*4) + (3*6) + (4*41) + (5*47)}/100 = 4.27

0% 5% 7%

42%

46%

Strongly

Disagree

Disagree

Neutral

Agree

2% 4% 6%

41%

47%

Strongly

Disagree

Disagree

Neutral

Agree



46

26. Advertisements are exciting:

TELEVISION WEB

Strongly Disagree 0 1Disagree 2 1

Neutral 9 9

Agree 46 42





Calculation of weighted mean for Web: {(1*1) + (2*1) + (3*9) + (4*42) + (5*47)}/100 = 4.33

0% 2% 9%

46%

43%

Strongly Disagre

Disagree

Neutral

Agree

Strongly Agree

1%

1%

9%

42%

47%

Strongly Disagree

Disagree

Neutral

AgreeStrongly Agree

Respondents found both TV Advertisements and Web Advertisements to be

equally exciting.

The study on entertainment scale

reveals that there are no

significant differences in the

entertaining capability of the

internet and television



47

27. Advertisements insults people’s intelligence:

TELEVISION WEB


Disagree 27 33

Neutral 14 11

Agree 21 24




Calculation of weighted mean for TV:{(1*26) + (2*27) + (3*14) + (4*21) + (5*12)}/100= 2.64

Calculation of weighted mean for Web: {(1*29) + (2*33) + (3*11) + (4*24) + (5*13)}/100

=2.89

26%

27%

14%

21%


Disagree

Neutral

Agree

Strongly Agree

26%

30%

10%

22%


Disagree

NeutralAgree

Strongly Agree

More respondentsfound Web Advertisements to be more insulting than TV



48

28. Advertisements are annoying:

TELEVISION WEB


Disagree 29 33

Neutral 13 15

Agree 27 28




Calculation of weighted mean for TV: {(1*21) + (2*29) + (3*13) + (4*27) + (5*10)}/100=2.76

Calculation of weighted mean for Web:{(1*22) + (2*33) + (3*15) + (4*28) + (5*12)}/100 =

3.05

21%

29%

13%

27%


Disagree

NeutralAgree

Strongly Agree

21%

32%

11%

23%


Disagree

Neutral

Agree

Strongly Agree

More respondentsfound Web Advertisements to be more annoying than TV

Advertisements. The reason behind could be unwanted spams, pop ups and

blockers which lessen the speed of the work.



49

29. Advertisements are irritating:

TELEVISION WEB


Disagree 21 18

Neutral 19 21

Agree 12 11





Calculation of weighted mean for Web: ((1*32) + (2*18) + (3*21) + (4*11) + (5*18)/100) =

2.65

31%

21%19%

12%

17%

Strongly

Disagree

Disagree

Neutral

Agree

32%

18%21%

11%

18%Strongly

Disagree

Disagree

Neutral

Agree

More respondentsfound Web Advertisements to be more irritating than TV

Advertisements. The reason behind could be unwanted spams, pop ups and blockers

which lessen the speed of the work.



50

30. Advertisements will have negative effects on society:

TELEVISION WEB


Disagree 17 18

Neutral 10 10

Agree 21 20




Calculation of weighted mean for Web: ((1*38) + (2*18) + (3*10) + (4*20) + (5*14)/100) =

2.54

40%

17%

10%

21%

12%Strongly

Disagree

Disagree

Neutral

Agree

38%

18%

10%

20%

14%

Strongly

Disagree

Disagree

Neutral

Agree

Strongly Agree

Respondents felt that Web Advertisements could have more negative effect on

society than TV Advertisements but the difference was too insignificant.



51

CHAPTER 7

The Findings



52

In formativeness:

The respondents considered the internet to be a more effective medium on the informativeness

predictor of advertising effectiveness. The finding reveals that the new age consumer is hungryfor information, and wants complete and up-to-date information which is conveniently available.

Attention:

The study found that there are significant differences between the attention grabbing ability of

Web Advertisements and Advertisements on Television. Television Advertisements are

considered to be more effective in catching the consumer‘s attention then web Advertisements.

Emotions:

The result of the present research reveals that the respondents consider both the internet and TV

as emotion stimulating media. There are no significant differences between the emotional

content in the two media.

Precipitating Action:

The result reveals that there is a significant difference in the likelihood of purchase of the product after exposure to Advertisements on the web, and exposure to Advertisements on

television. Web is more affective in precipitating action from the viewers.

Attitude:

The respondents who use both the mediums consider TV Advertisements to be more effective in

helping people change their attitude and beliefs towards the brand/product, and in changing their

attitude toward the image of the advertising company.

Entertainment:

The result reveals that there is no significant difference in the entertainment capability of the

Internet and television. The respondents feel that both the media of advertising generate

entertaining advertisements.



53

Irritation:

The results indicate that there are no significant differences between the web and television on

the irritation dimension.

Deceptiveness:

The respondents rated television Advertisements to be more deceptive in nature than Web

Advertisements.



54

CHAPTER 8

Limitations of the Study



55

1. Time factor was the chief limitation of the study. Limited time was allotted for

interviewing with the respondents. As a result of this it was not possible to gather full

information from respondents.

2. Another major constraint was cost. The study involves substantial cost and was beyond

the affordability of theme.

3. Some biased response came from respondents and findings stated in the report were

based on the answers from the questionnaire. So the effect of misinterpretation and wrong

answers may affect the outcome of the project.

4. Research work was carried out in Varanasi, Gorakhpur and Lucknow region, so the

findings may not be applicable to the other parts of the country because of social and

cultural differences.

5. Such type of studies are psychological and require a lot of time since each human being is

different and it is hard enough to study about each individual.

6. Few respondents were not confident while responding the questions.

7. Some of the questionnaires were incomplete or were not properly filled so it was difficult

to analyze them.

The study presents the results of a survey comparing the effectiveness of WEB and TV

advertisements, which indicate that the Web is perceived as an efficient medium for conveying

information. Web Advertisements are not considered to be deceptive. However, TV

Advertisements help in changing and maintaining attitudes towards the advertised products/brands better than Web Advertisements. Advertising clutter in both the media generate

a high level of irritation among the users. Web advertisements have come of age, and may soon

be comparable to TV on all the factors of advertising effectiveness.



56

CHAPTER 9BIBLIOGRAPHY



57

Bibliography

1. Leong, Elaine, X Huang, and P J Stanners, 1998, ‘Comparing the effectiveness of the Website

with Traditional Media‘, Journal of Advertising Research, Vol. 38, No. 5, pp 44-51

2. Pelle, Stefano, 2005, ‗Media Innovation: Advertising on the internet‘.

3. W. Wells, J. Burnet and S. Moriarty, Advertising principles and practice, Pearson Education,India (2003).

4. R. Vaughan, How advertising works: A planning model, Journal of advertising research26

(1986) (1), pp. 57 – 66.

5.D.A. Aaker and J.G. Myers, Advertising management , Prentice-Hall, Englewood Cliffs, NJ(1982).

6. P. Doyle and J. Saunders, Multiproduct advertising budgeting, Marketing Science9 (1990) (2), pp. 97 – 113.

7.Pavlov and Stewart, ‗ Measuring the Effect and Effectiveness of Interactive Advertising: AResearch Agenda‘ (2004)

8. G. Hughes, Interpreting the new online advertising effectiveness measures. How new online brand effectiveness measures; (2002)

9. Vinita KohliKhandekar, ‗The Indian Media Business‘; SAGE; (2009)

10. Coffey, Steve and Horst Strip, 1997, ‗The Interaction between Computer and Television

Usage‘, The Journal of Advertising Research, March-April, pp 61-67.

http://www.websm.org/db/12/486/Bibliography/Interpreting%20the%20new%20online%20advertising%20effectiveness%20measures.%20How%20new%20online%20brand%20effectiveness%20measures%20compliment%20ad%20server%20metrics,%20and%20their%20possible%20interpretation%20in%20view%20of%20recent%20advertising%20theory/?&p1=1123&p2=82&p3=85&page=1&vir=152




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