Effectiveness of TV Advertisements With Reference To
Effectiveness of TV Advertisements With Reference To
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.
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
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
Advertising – An Overview.
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.