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.