Viewers Perception towards Advertisements as a Promotional Strategy

“VIEWERS’ PERCEPTION TOWARDS ADVERTISEMENTS ON TV MEDIA AS A PROMOTIONAL STRATEGY IN THE CURRENT MARKETING SCENARIO”

DISSERTATION REPORT

Submitted to

RAJAGIRI BUSINESS SCHOOL

In Partial Fulfilment of the Requirements for the Award of

POST GRADUATE DIPLOMA IN MANAGEMENT

(2010-2012)

By

SRUTHY MENON K

Register No: P10160

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DECLARATION

I, Sruthy Menon K, hereby declare that this dissertation report titled “Viewers’ Perception

Towards Advertisements on TV Media as a Promotional Strategy in the Current Marketing

Scenario” is prepared in partial fulfilment of the requirement for the award of the Post Graduate

Diploma in Management during the academic year 2010-12 by Rajagiri Business School, under

the guidance of, Prof. Saji George (Rajagiri Business School).

I also declare that this report has not been submitted in full or part thereof, to any university or

institutions for the award of any degree or diploma.

Place: Cochin SRUTHY MENON K.

Date: Rajagiri Business School

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ACKNOWLEDGEMENT

At the outset, I am extremely grateful to almighty who has given me his grace to execute this

project work successfully.

I would like to express my gratitude to our dean Dr. Joseph I. Injodey for granting me the

opportunity to do the project.

I would also acknowledge the help extended to me by my project guide Prof. Saji George, for

her valuable support, which enabled the successful completion of my project work.

I am very much grateful to all managers who showed active interest to fill up my questionnaire

and for their guidance and assistance provided to complete the project in time.

I am specially indebted to the management and staff of Rajagiri for their whole hearted

cooperation during my project work and for the information they have provided to me for writing

this report.

Finally, I am grateful to my parents and all my friends for the necessary support and

encouragement in this connection.

SRUTHY MENON K.

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CONTENTS

CHAPTER TOPIC PAGE NUMBER

1 INTRODUCTION 6

3 REVIEW OF LITERATURE 8

4 RESEARCH METHODOLOGY 12

5DATA ANALYSIS & INTEPRETATION 17

6FINDINGS, SUGESSTIONS, CONCLUSION 38

8 BIBLIOGRAPHY 41

9 ANNEXURE 43

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LIST OF TABLES

TABLE NO

CONTENT PAGE NO

1 Descriptive Statistics of preference towards National, Regional and Both levels of Channels

18

2 Test Statistics of preference towards National, Regional and both levels of Channels 193 3 Descriptive Statistics of preference for viewing advertisements in various national level TV

channels20

4 Test Statistics of preference to National Channels 215 Descriptive Statistics of Preference for viewing advertisements in Regional Channels 216 Test Statistics of preference for viewing regional channels 227 Descriptive Statistics of perception towards reason for viewing Advertisements 238 Test Statistics of perception towards reason for viewing Advertisements 239 Preference to Announcement form of Advertisement 24

10 to Descriptive form of Advertisement 2511 Preference to dramatization form of advertisement 2612 Preference to musical form of advertisement 2713 Descriptive Statistics of Different Forms of Advertisement 2814 Test Statistics of Different forms of Advertisement 2815 Group Statistics 2916 Independent Samples Test 2917 Report of age group and preference to national, regional and both levels of tv

channels30

18 ANOVA Table of age group and preference to national, regional and both levels of tv channels

30

19 ANOVA Table of Analysis of age group and preference to National channels 3120 ANOVA Table of age group and preference to Regional Channels 3121 ANOVA Table of preference of different Forms of Advertisement 3222 ANOVA Table of Age group and reasons for viewing Advertisements 3223 Report OF Total Perception of Channels 3324 ANOVA Table of occupation wise comparison for the preference of national,

regional and both levels of channels33

25 Report of Preference to national channels 3426 ANOVA Table occupation wise comparison for the preference of national channels 3427 Report of Preference to Regional channels 3528 ANOVA Table of occupation wise comparison for the preference of regional

channels35

29 Report of Reason for viewing advertisement 3630 Table 29 ANOVA Table of occupation wice comparison of preference towards

reasons for viewing advertisement36

31 Report of Form of Advertisement 3632 ANOVA Table of age and different forms of Advertisement 37

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CHAPTER-1

INTRODUCTION

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EXECUTIVE SUMMARY

Advertising is an inseparable aspect of product promotion. It serves as a major tool in creating

product awareness and persuades the potential consumers to make eventual purchase decisions

(Adeolu B. Ayanwale et al., 2005). Advertising bridges the communication gap between the

producer and the prospective buyer. It has multi dimensions, serve as a form of mass

communication, a powerful marketing tool, a component of economic system, a means of

financing the mass media, a social institution, an art form, a field of employment and a

profession. The major element of advertising is media selection for advertisement. Media are the

means or vehicle by which advertising messages are carried to the target audience comprising of

the readers, viewers, listeners and users of news papers, television, vedio and web respectively.

The provide the channel of communications to take the messages to the right place, at the right

time, to the right kind of people – the target audience.

It is often been said that Television is the ideal Advertising medium because of the following

reasons. Television reaches very large audience. Usually much larger than the audience of other

media, and it does so in a short period of time. Hence, advertisements on TV have high reach

ability. Advertisements on TV can be more creative because of the ability of TV to convey the

message with sight, sound and motion and can give instant validity and prominence to a product

or service. TV media can easily reach to the target audience. Advertisements for children can be

reached during cartoon programming, for housewives during leisure time, and all others during

their prime viewing time. Hense the advertisements on TV have high level of selectivity and

flexibility (George E. Belch and Michael A. Belch,2001).

The new millennium emerged with revolutionary advances in technology, which led to the

dynamic growth in the use of TV and media which are for entertainment. The growth of these

forms of mass communication by satellite television and the integration of telecommunication

will increase the potential for advertisements. Hence, this research will help the advertisers,

media owners and marketers to develop their advertising strategies in TV media.

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CHAPTER-2

REVIEW OF LITERATURE

Page 8

Review of Literature

Among the various media for advertisements, Television is often called "The King" of the

advertising media, since a majority of people spend more hours in watching TV per day than any

other medium (Kazmi and Satish 2006). TV is popular than other media because of its creativity

and impact, coverage and cost effectiveness, captivity and attention, selectivity and flexibility

(George. E. Belch and Michael. A. Belch 2001. TV media can easily reach tha target audience.

Advertisements for children can be reached during cartoon programming, for house wives,

during their leisure time, and all others during the prime viewing time. Hense the advertisements

on TV have high level of selectivity and flexibility (George E. Belch and Michael A. Belch,

2001). A distinct feature of TV is its ability to demonstrate the product in its advertisements (S.

A. Chunawalla and K. C. Sethia, 1997). It has often been said that Television is the ideal

advertising medium. Andersen (1972) describes that an attitude is often viewed in terms of an

evaluative function-identifying something as the good or bad, desirable or undesirable.

Furthermore, as mentioned earlier in the definition, it can be summarized form Allport (1954),

Krech and Crutchfield (1948) and Petter and Cacioppo (1981) that their definitions states or

imply that attitude are related to an objective, are part of the general way the individual

experience and reacts to his world, are relatively recurring, and imply thought and feeling. Hence

attitude is not tangible and it cannot be studied directly as it is an emotion, perceptual and mental

state of readiness. English and English (1958) defines attitude as “an inferred entity conceived as

actually existing and as giving rise to measurable phenomena which leads to hypothesizing the

construct”. The measure attitude it has to be linked to certain objects or behavior such as

emotions. Krech and Crutchfield (1948) saw it as an emotional aspect which embodies positive

or negative feelings about the object in question; a cognitive aspect – beliefs or ideas about it;

and a cognitive aspect – a tendency to behave in a particular way towards it. In this study the

attitude towards TV advertising would be measured with relation to respondents’ beliefs, as there

is a close link between attitude and beliefs. This fact is agreed by Anderson (1972) where he

concluded that they are closely linked and any change or addition in one or more beliefs usually

produces a change in attitude. Past research indicates that public attitude towards advertising

have been worsening over time. It was cited in Zanot (1981), study that the 38 public opinion

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polls conducted on public attitude towards advertising since the early1930s and found public

opinion have become increasing negative during 1960s and 1970s and 1970s, a trend confirmed

by more recent studies as well (Muehling, 1987; Andrews, 1989).

Advertising in India

Advertising play an important role in human daily life especially in globalization age. The ability

of the advertising is depends on the evolution of technology means that the advancement of

technology will increase the ability of advertising. Advertising is becomes a most power tools for

marketer since advertising is use as a tools to get to target group (Suwannanon, 2008).

Public Relations Department reports news, knowledge, fact to public and listen to the public

opinion. In additional, Public Relations Department play an important role in persuade public to

give their commitment to government and government sectors. In the current economic situation,

marketer tries to manage the budget of advertising more efficiency.

The perception towards TV advertising in India

Perception (from the Latin perceptio, percipio) is the process of

attaining awareness orunderstanding of the environment by organizing and

interpreting sensory information. All perception involves signals in the nervous system, which in

turn result from physical stimulation of the sense organs. Perception is not the passive receipt of

these signals, but can be shaped by learning,memory and expectation. Perception involves these

"top-down" effects as well as the "bottom-up" process of processing sensory input. Perception

depends on complex functions of the nervous system, but subjectively seems mostly effortless

because this processing happens outside conscious awareness.

TV advertising is most important tools in Indian society. Most of Indian television advertising

have simply pattern to promote product and service included image and sound. Its help target

group to remember about product and service. Besides that marketer tries to attract more

customer attention by added the representative or celebrity into advertising itself. The following

recent studies based on survey of people perception towards television advertising. 86% of

example group were think that advertising is the thing must have on television, 65% of example

group were think that present advertising is interesting, 60% of example group were think that

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http://en.wikipedia.org/wiki/Expectation_(epistemic)

http://en.wikipedia.org/wiki/Memory

http://en.wikipedia.org/wiki/Perceptual_learning

http://en.wikipedia.org/wiki/Nervous_system

http://en.wikipedia.org/wiki/Information

http://en.wikipedia.org/wiki/Sense

http://en.wikipedia.org/wiki/Natural_environment

http://en.wikipedia.org/wiki/Understanding

http://en.wikipedia.org/wiki/Awareness

watching TV advertising can keep their up-to-date, 54% of example group were think that they

can trust product and service advertising on television, and 54% of example group were think

that TV advertising were influence them on decision make for purchase product and service.

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CHAPTER-3

RESEARCH METHODOLOGY

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Title of the Study

Viewers’ Perception Towards Advertisements On TV Media As A Promotional Strategy In The

Current Marketing Scenario

Introduction

Advertising is one of the four components in promotion mix and has been considered an

important tool by firms directing persuasive communication to potential buyers. As a

promotional Strategy, advertising serves as a major tool in creating product awareness and

persuades the potential consumers eventual purchase decisions (Adeolu B Ayanwale et al 2005).

Its purpose is to enhance buyers’ response to the products or services offered by the firm, thus

increasing its profitability. Mohd Hamdan (1991) defines advertising as “a dissemination of any

message particularly through mass media, paid by business or any other institution that wishes to

increase the profitability than those targeted by these messages will behave or believe as the

advertisers’ desire them to behave or to believe”. Mohan (1989) defines advertising as

“dissemination of information concerning as idea, services or product to compel action in

accordance with the intent of the advertiser”. The Definition Committee of the American

Marketing Association (1948) states “advertising is any paid form of non-personal presentation

of ideas, good or service by an identified sponsor”. Advertising is believed to have influenced

and manipulated consumer’s everyday lives (Packard, 1957). It has provided advertising

agencies the sill in influencing buyers thought processes and purchasing decisions. Advertising

Association stated “advertising as a means of making known in order to buy or sell goods or

services”. Institute of Practitioners in Advertising in Britain explains “advertising presents the

most persuasive selling message to the right prospects for the product or service at the lowest

possible cost? (Jefkins, 1982) Hence advertising plays an important role in peoples’ lives either

directly or indirectly, in particular the broadcasting media. Television commercials are enlisted

with a staggering array of sensory and sensual rich images and computer graphic – all designed

to elicit and emotional response in viewer that both grabs their attention and helps communicate

the advertising message (Bruzzone & Tallyn, 1997). Television advertising has been

characteristic as a familiar and trusted medium of communication and played an important role

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in people’s lives by bringing information and entertainment into living rooms. It has contributed

to shaping our social and culture understanding of the world, provided us with a forum of shared

experiences and defining historical moments, and continually raised issues of construction of

media discourses (Losifidis, 2007). Television being one of the most influencing media has been

a topic of study by numerous researchers. It was found that people differ in their attitude towards

television advertising in general. Some have negative while others have positive attitude towards

television advertising. Viewers differ in the degree to which they are negative or positive about

television advertising. This is also agreed by Kover, Goldberg, and James (1995) as they found

that the most important characteristic of creative and effective advertising was that it elicited

positive feelings in the viewers related to their self-image. This is agreed by Burdus (1981) based

on reports by United Kingdom Advertising Association surveys, that there is a slight increase in

the number of people who approve of advertising. The particular culture and economic

characteristics of television advertising demand that the advertiser provides the merit of goods

and services (Brown and Picard, 2008)

Significance of the Study

To exist in the present competitive world, it is essential for the marketer to research on new sales

promotional strategies. Though there are several media, the socio-economic characteristics and

perception of the audience decides the popularity of the media to a very great extent. One such

media is Television which has a mass audience. This work identifies a new sales promotional

strategy through measuring the viewers’ perception towards advertisements on TV media. The

viewers’ perception can act as a source for enhancing the quality of advertisements on TV media

by changing as per the viewers’ preferences and likings. Hence this work will be highly

significant for the marketer and the advertisers as a good sales promotional strategy.

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Objectives:

To investigate the viewers’ preference for the different Regional and national level

channels on TV

To study the viewers’ preference on the reasons for viewing advertisements on TV media

To study the form of advertisement that viewers prefer on TV

Hypothesis

H1a: There is a significant difference in the respondents’ order of preference for

National, Regional and both levels.

H1b: There is a significant difference in the respondents’ order of preference for viewing

advertisements in various national level TV channels.

H1c: There is a significant difference in the respondents’ order of preference for viewing

advertisements in various regional TV channels.

H1d: There is a significant difference in the respondents’ ranking on the forms of TV

advertisements.

H1e: There is a significant difference in the respondents’ reason for viewing

advertisements in TV media.

Variables of the Study

Dependent Variable: Viewers’ Perception towards Advertisements on TV

Independent Variables: Different Regional and National level Channels, Reasons for

Viewing Advertisement and Different forms of Advertisements.

Scope of the Study

Time: This study deals with the present scenario

Place: The study is conducted in Thrissur, Kerala

Population: Viewers of Television in Thrissur, Kerala

Sampling Design

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Sample Frame: Viewers of Television in Thrissur, Kerala

Sample Size: 225

Sampling Method: Quata Sampling

Sampling Tool: Questionnaire

Research Design

It was decided that a descriptive study using primary data would be appropriate to investigate the

objectives and the hypothesis. The instrument used to collect data was Questionnaire. The data

was collected for a period of 2 months (November – December 2011). The geographical area of

Thrissur city was chosen as the universe of the data.

Tools used for the analysis.

The statistical package used for data analysis is SPSS, version 17. The analysis involved

Descriptive statistics and Chi – square test.

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CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

Objective 1: To investigate the viewers’ preference for the different Regional and national

level channels on TV

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H1: There is a significant difference in the respondents’ order of preference for National,

Regional and both levels

H0: There is no significant difference in the respondents’ order of preference for National,

Regional and both levels

Table 1 Descriptive Statistics of preference towards National,

Regional and Both levels of Channels

N Mean Std. Deviation

Preference to National level

channels

225 1.56 .588

Preference to regional level

channels

225 1.70 .673

Preference to both national

and regional level channels

225 2.75 .598

Valid N (listwise) 225

On examination of the mean ranks, it is explicit that National channels are the most preferred TV

channels for viewing advertisements (mean rank = 1.56), followed by regional level channels

(mean rank = 1.70) and both levels of TV channels (mean rank = 2.75).

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By analyzing the above graphs, its clear that people gives 1st preference to see advertisements in

National level channels, then to regional channels and then both national and regional level

channels.

Chi square test analysis of preference to national, regional and both channels

Table 2 Test Statistics of

preference towards

National, Regional and

both levels of Channels

TOT_PTC

Chi-Square 442.036a

Df 1

Asymp. Sig. .000

The above table shows the test of significance on the respondents’ order of preference for

National, Regional and both National and regional level TV channels. It is found that the

respondents order of preference for National, Regional and both levels of TV channels differs

significantly. Hence, H1 is accepted.

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H1: There is a significant difference in the respondents’ order of preference for viewing

advertisements in various national level TV channels

H0: is no significant difference in the respondents’ order of preference for viewing

advertisements in various national level TV channels

Table 3 Descriptive Statistics of preference for viewing advertisements in

various national level TV channels


Preference to Dooradarshan

channels

225 2.40 1.239

Preference to star TV 225 2.43 1.178

Preference to NDTV 24*7 225 2.52 1.218

Preference to HBO 225 3.44 1.156

Preference to other national

level channels

225 4.20 1.307


On review of mean ranks, it is seen that advertisements on Dooradarshan (mean rank = 2.40) are

the first preferred. Followed by advertisements in Star TV (mean rank = 2.43), then

advertisements in NDTV 24*7 (mean rank = 2.52), then HBO (mean rank = 3.44).

Advertisements in other National level channels are least preferred.

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Chi square test analysis of preference to national channels


preference to National

Channels

Preference to

national channels

Chi-Square 1958.510a

df 3

Asymp. Sig. .000

From the above table, it is clear that the p = 0.000, that there is a significant difference in

respondents’ order of preference for viewing advertisements on National TV channels. Hence,

H0 is rejected and H1 is accepted.

H1: There is a significant difference in the respondents’ order of preference for viewing


H0: There is no significant difference in the respondents’ order of preference for viewing


Table 5 Descriptive Statistics of Preference for viewing advertisements in Regional Channels

N Minimum Maximum Mean Std. Deviation

Preference to Asianet 225 1 5 1.91 1.199

Preference to Surya TV 225 1 5 2.35 .966

Preference to Amrutha TV 225 1 5 2.97 1.122

Preference to Kairali TV 225 1 5 3.66 1.095

Preference to other regio0nal

channels

225 1 5 4.11 1.383


On measurement of the mean ranks, it is seen that Asianet (mean rank = 1.91) is the first

preferred channel for viewing advertisements, followed by Surya TV (mean rank = 2.35),

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Amrutha TV (mean rank = 2.97), Kairali TV (mean rank = 3.66). Other regional level channels

is the last preferred one (Mean Rank = 4.11).

Chi square test analysis of preference to regional channels


preference for viewing regional

channels

Preference to

Regional

channels

Chi-Square 1314.240a

Df 2

Asymp. Sig. .000

The above table shows that there is a significant difference in the respondents’ order of

preference for viewing advertisements on the various regional channels on TV. Hence, H1 is

accepted.

Objective 2: To study the viewers’ preference on the reasons for viewing advertisements on

TV media

H1: There is a significant difference in the respondents’ reason for viewing advertisements

in TV media.

H0: There is no significant difference in the respondents’ reason for viewing

advertisements in TV media

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Table 7 Descriptive Statistics of perception towards reason for

viewing Advertisements


Advertisements are reliable

source of information

225 3.01 1.114

Easy comprehension 225 2.15 1.062

product description with

conversation

225 2.22 .912

Background music 225 2.65 1.179


On examination of the mean ranks, it was found that easy comprehension (mean rank = 2.15) is

the first reason for viewing advertisements on TV media by the respondents, followed by

Product description with conversation (mean rank = 2.22), Background music (mean rank =

2.65). Only last comes advertisements are reliable source of information.

Chi square test analysis of preference to the reasons for viewing advertisements


perception towards reason for

viewing Advertisements

Reason for

viewing

advertisement

Chi-Square 651.213a

Df 1

Asymp. Sig. .000

From the above table, it is clear that p = 0.000, which shows that there is a significant difference

among various reasons stated by respondents for viewing advertisements on TV media. Hence,

H1 is accepted.

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Objective 3: To study the form of advertisement that viewers prefer on TV

H1: There is a significant difference in the respondents’ ranking on the forms of TV

advertisements.

H1: There is no significant difference in the respondents’ ranking on the forms of TV

advertisements.

a. Announcement form: To analyze the respondents’ ranking for announcement form og

TV advertisements, percentage analysis was used.

Table 9 Preference to Announcement fom of Advertisement

Frequency Percent Valid Percent

Cumulative

Percent

Valid FRirst preference among

forms of advertisements

36 16.0 16.0 16.0

Second preference among


60 26.7 26.7 42.7

Third preference among


48 21.3 21.3 64.0

Fourth preference among


81 36.0 36.0 100.0

Total 225 100.0 100.0

From the above table it is obvious that 36 respondents have reported first rank, 60 of them have

reported second rank, 48 of them have reported third rank and 81 of them have reported fourth

rank for announcement form of advertisement. Thus majority of respondents have ranked the

announcement form of TV advertisements as fourth.

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b. Descriptive form: To analyze the respondents ranking for descriptive form of

advertisements, percentage analysis was used.

Table 10 Preference to Descriptive form of Advertisement


Cumulative

Percent



74 32.9 32.9 32.9



68 30.2 30.2 63.1



52 23.1 23.1 86.2



31 13.8 13.8 100.0

Total 225 100.0 100.0

From the table, it is clear that 74 respondents give first rank, 68 of them give second rank, 52 of

them gave third rank 31 of them gave fourth rank for descriptive form of TV advertisements.

Thus majority of the respondents have given First rank for descriptive form of advertisements.

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c. Dramatization form: To analyze the respondents ranking for dramatization form of

advertisements, percentage analysis was used.

Table 11 Preference to dramatization formof advertisement


Cumulative

Percent



69 30.7 30.7 30.7



62 27.6 27.6 58.2



74 32.9 32.9 91.1



20 8.9 8.9 100.0

Total 225 100.0 100.0


them gave third rank 20 of them gave fourth rank for dramatization form of TV advertisements.

Thus majority of the respondents have given Third rank for dramatization form of

advertisements.

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d. Musical Form: To analyze the respondents ranking for musical form of advertisements,

percentage analysis was used.

Table 12 Preference to musical form of advertisement


Cumulative

Percent



46 20.4 20.4 20.4



36 16.0 16.0 36.4



50 22.2 22.2 58.7



93 41.3 41.3 100.0

Total 225 100.0 100.0


them gave third rank 93 of them gave fourth rank for musical form of TV advertisements. Thus

majority of the respondents have given fourth rank for musical form of advertisements.

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Preference to Announcement

fom of Advertisement

225 2.77 1.105

Preference to Descriptive

form of Advertisement

225 2.18 1.041

Preference to dramatization

formof advertisement

225 2.20 .977

Preference to musical form of

advertisement

225 2.84 1.172


Table 13 Descriptive Statistics of Different Forms of Advertisement

The above table indicates that descriptive forms of advertisement are most preferred (mean rank

= 2.18), followed by dramatization form of advertisement (mean rank = 2.20), Announcement

form of Advertisement (mean rank = 2.77). Musical form of advertisement is the last preferred

form of advertisement (mean rank = 2.84).

Chi square test of different forms of advertisement

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Table 14Test Statistics of

Different forms of

Advertisement

Form of

Advertisement

Chi-Square 666.024a

df 1

Asymp. Sig. .000

On the examination of the results of Chi Square analysis, it was found that Chi Square =

666.024 (p = 0.000), which indicates that respondents have varied opinion on different forms of

advertisements in TV media. Hence, H1 is accepted.

GENDER WISE ANALYSIS OF PERCEPTION TOWARDS TV ADVERTISEMENTS

Table 15 Group Statistics

Gender N Mean Std. Deviation Std. Error Mean

TOT_PTC male 89 2.00 .035 .004

female 136 2.00 .000 .000

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Table 16 Independent Samples Test

Levene's Test for

Equality of

Variances t-test for Equality of Means

95% Confidence

Interval of the

Difference

F Sig. t Df

Sig. (2-

tailed)

Mean

Differenc

e

Std. Error

Differenc

e Lower Upper

TOT_PT

C

Equal variances

assumed

6.269 .013 1.238 223 .217 .004 .003 -.002 .010

Equal variances

not assumed

1.000 88.00

0

.320 .004 .004 -.004 .011

By analyzing the above table, it is clear that P value = 0.013, which is lesser than 0.05. So there

is a significant difference between the perception towards TV advertisements in TV channels.

ANALYSIS OF AGE GROUP AND PREFERENCE TO NATIONAL, REGIONAL AND BOTH LEVELS OF TV CHANNELS

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Table 17 Report of age group and preference to national, regional and both levels of tv channels

TOT_PTC

Age Mean N Std. Deviation

10-20 2.00 21 .000

21-40 2.00 127 .000

41-60 2.01 59 .043

above 60 2.00 14 .000

Total 2.00 221 .022

There is not that much deviation in the mean value of different age groups. The maximum mean

rank is between 41 – 60 age groups.

Table 18 ANOVA Table of age group and preference to national, regional and both levels of tv channels

Sum of

Squares df Mean Square F Sig.

TOT_PTC * Age Between Groups (Combined) .001 3 .000 .914 .435

Within Groups .109 217 .001

Total .111 220

P value = .435>0.05, There is no significant difference towards the perception of TV

advertisements between different age groups.

Analysis of age group and preference to National channels

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Table 19 ANOVA Table of Analysis of age group and preference to National channels

Sum of


Age * Preference to

national channels

Between

Groups

(Combined) .670 3 .223 .419 .739

Within Groups 115.619 217 .533

Total 116.290 220


advertisements in National channels, between different age groups.

Analysis of age group and preference to Regional channels

Table 20 ANOVA Table of age group and preference to Regional Channels

Sum of


Age * Preference to

Regional channels

Between

Groups

(Combined) 2.180 2 1.090 2.082 .127


Total 116.290 220


advertisements in Regional channels and between different age groups.

Analysis of age group and preference to different forms of advertisements

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Table 21 ANOVA Table of preference of different Forms of Advertisement

Sum of


Age * Form of

Advertisement

Between

Groups

(Combined) .494 1 .494 .935 .335


Total 116.290 220

P value = .335>0.05, There is no significant difference towards the different forms of TV

advertisements between different age groups.

Analysis of age group and various reasons for viewing advertisements

Table 22 ANOVA Table of Age group and reasons for viewing Advertisements

Sum of


Age * Reason for

viewing advertisement

Between

Groups

(Combined) .082 1 .082 .154 .695


Total 116.290 220

P value =. 695> 0.05, There is no significant difference towards various reasons for viewing TV advertisements between different age groups.

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OCCUPATION WISE COMPARISON FOR THE PREFERRENCE OF NATIONAL,

REGIONAL AND BOTH LEVELS OF CHANNELS

Table 23 Report

TOT_PTC

Occupation Mean N Std. Deviation

Student 2.00 150 .000

working group 2.01 150 .041

Housewife 2.00 150 .000

Total 2.00 450 .024

By comparing the mean values, it is clear that there is not that much difference for viewing TV

advertisements. Mean values are more or less the same.

Table 24 ANOVA Table of occupation wise comparison for the preference of national, regional and both

levels of channels

Sum of


TOT_PTC *

Occupation

Between

Groups

(Combined) .003 2 .001 2.347 .097


Total .258 449

From the above table it is clear that the significance value is greater than 0.05 (0.097). It states

that there is no significant difference in the respondents’ order of preference for National,

Regional and both levels with their occupation.

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OCCUPATION WISE COMPARISON FOR THE PREFERRENCE OF NATIONAL

CHANNELS

Table 25 Report

Preference to national channels


student 2.9893 150 .07249

working group 3.0000 150 .00000

Housewife 3.0027 150 .02302

Total 2.9973 450 .04417

From the above table it is clear that preference to National channels is higher for students (mean

rank = 2.9893), then comes working group (mean rank = (3.0000) and housewife (mean rank =

3.0027)

Table 26 ANOVA Table occupation wise comparison for the preference of national channels

Sum of


Preference to national

channels * Occupation

Between

Groups

(Combined) .015 2 .007 3.873 .021


Total .877 449

Significant value is less than 0.05 (p = 0.021). There is a significant difference in the

respondents’ order of preference for viewing advertisements in various national level TV

channels with regards to occupation

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OCCUPATION WISE COMPARISON FOR THE PREFERRENCE OF REGIONAL

CHANNELS

Table 26 Report

Preference to Regional channels


Student 3.0027 150 .02302

working group 3.0000 150 .00000

Housewife 2.9973 150 .02302

Total 3.0000 450 .01887

From the above table it is clear that preference to Regional channels is higher for Housewives

(mean rank = 2.9973), then comes working group (mean rank = 3.0000) and students (mean rank

= 3.0027)

Table 27 ANOVA Table of occupation wise comparison for the preference of regional channels

Sum of


Preference to Regional

channels * Occupation

Between

Groups

(Combined) .002 2 .001 3.020 .050


Total .160 449

Significant value is equal to 0.05. There is a significant difference in the respondents’ order of

preference for viewing advertisements in various regional level TV channels with regards to

occupation.

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OCCUPATION WICE COMPARISON OF PREFERENCE TOWARDS REASONS FOR

VIEWING ADVERTISEMENT

Table 28 Report

Reason for viewing advertisement


Student 2.5000 150 .00000

working group 2.5116 150 .09302

Housewife 2.5100 150 .08631

Total 2.5072 450 .07330

From the above table, by comparing the mean, its clear that there is not thet much difference in

the preference towards reasons for viewing advertisements.

Table 29 ANOVA Table of occupation wice comparison of preference towards reasons for viewing

advertisement

Sum of


Reason for viewing

advertisement *

Occupation

Between

Groups

(Combined) .012 2 .006 1.109 .331


Total 2.414 449

Significant value is greater than 0.05 (p = 0.331). There is no significant difference in the

respondents’ Reasons for viewing advertisements with regards to occupation.

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OCCUPATION WICE COMPARISON OF PREFERENCE TOWARDS REASONS FOR

VIEWING ADVERTISEMENT

Table 30 Report

Form of Advertisement


Student 2.5000 150 .00000

working group 2.4961 150 .03101

Housewife 2.5000 150 .00000

Total 2.4987 450 .01797

From the above table, by comparing the mean, its clear that there is not that much difference in

the preference towards different forms of advertisements.

Table 31 ANOVA Table of age and different forms of Advertisement

Sum of


Form of Advertisement

* Occupation

Between

Groups

(Combined) .002 2 .001 2.347 .097


Total .145 449

Significant value is greater than 0.05 (p = 0.097). There is no significant difference in the

respondents’ preference towards various forms of advertisements with regards to occupation.

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CHAPTER-5

FINDINGS, RECOMMENDATIONS AND

CONCLUSION

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FINDINGS

Preference for viewing advertisements is higher in National Channels than Regional and

both levels of Channels (mean rank = 1.56).

Among the National level channels, high preference is for Dooradarshan (mean rank =

2.40), then Star TV (mean rank = 2.43), ND TV 24*7 (mean rank = 2.52), HBO (mean

rank = 3.44) and other channels.

Among the Regional level channels, high preference is for Asianet (mean rank = 1.91),

then Surya TV (mean rank = 2.35), Amrutha TV (mean rank = 2.97), Kairali TV (mean

rank = 3.66) and other channels.

There are various reasons for viewing advertisements. Some may think it as a reliable

source of information. Advertisements helps in easy comprehension of information, it

gives product description with information. But some people are interested in

advertisement because of the background music. From the study, it was found that among

these reasons, the first preference is for Easy comprehension of information (mean rank =

2.15), the next preference is for product description with conversation (mean rank =

2.22), and then comes Background music (mean rank = 2.65).and last preference is for

advertisements are treated as Reliable source of information. So the study clearly states

that advertisements are not reliable sources of information.

There are different forms of Advertisements. The important forms of advertisements are

Announcement form (Which only gives basic information, the rest we will have to find

out), Descriptive form (which gives detailed information regarding the product or

service), Dramatization form (Which gives detailed information with demonstration),

and Musical form (Which gives more importance to background music. People identify

that product or service with that background music). The study clearly states that I first

preference is for Descriptive form (mean rank = 2.18), then dramatization form mean

rank = 2.20), announcement form (mean rank = 2.77) and the last preference is given to

Musical form (mean rank = 2.84).

Gender wise analysis shows that there is not that much difference to the perception

towards Advertisements among Male and Female (mean rank = 2.000 for both Male and

Female). Age wise analysis gives the result that there is not that much difference for the

perception of advertisement, except for children.

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The results of Occupation wise analysis are as follows. Preference towards National,

Regional and Both levels are high for working group (mean rank = 2.01), and then comes

students and housewives. Preference towards National channels is high fir Students

(mwan rank = 2.9893), and then comes Working Group (mean rank = 3.0000) and

Housewives (mean rank = (3.0027). Preference towards Regional channels is high for

Housewives (mean rank = 2.9973), then comes working group and Students. There is not

that much difference in the reasons for viewing Advertisements. For the preference

towards various forms of Advertisements also, there is not that much difference among

working group, housewives and students (Mean value is same for all the groups).

RECOMMENDATIONS

It is observed from the study that TV is the single most preferred media for advertisements by

the respondents because of its creativity, reliability, reach ability, understandability and

flexibility. However, it is noteworthy to offer implications based on the respondents’ perception.

The following are some noted implications proposed to the media owners, advertisers and

marketers.

Generally, it has been observed that the number of viewers of TV increases

exponentially with the simultaneous increase in the number of TV channels both at

National and Regional level. This has led to Zapping between channels to avoid

commercial breaks. Hence, to draw continuous attention of the viewers, the media

owners should adopt apt strategies such as previews of upcoming events of the present

show and other upcoming shows of viewers interest during commercial breaks. This will

attract the attention of viewers to watch advertisements without zapping.

The advertisements in TV usually lasts for only 30 seconds or less. In this short span of

time, the message and copy of the advertisement should create a memorizing value to

the viewers. To attain this objective, it is suggested that the adviser should design the

advertisement in an appealing way with creativity, attractive slokan and background

music or an appropriate blend of all these features.

Normally, humorous approach has a strong impact to influence others. If the

advertisement wants to influence the viewers of TV for a longer period, it is suggested

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that advertisements should be aired with humorous messages, humorous animation

comedians according to the nature of the product.

In general, the viewers’ perception is Dynamic in nature. To overcome their fluctuating

taste and preferences, it is recommended that the advertisement for the same product

should be given on TV with frequent changes in terms of its message content,

presentation style and varieties of copy at frequent intervals.

According to the perception of majority of respondents, the presence of celebrities in

advertisements is highly preferred. Hence, to obtain more recall and recognition values

for the advertised product, the appearance of celebrities in accordance with culture and

ethics is suggested.

Conclusion

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The new millennium emerged with revolutionary advances in technology, which led to the

dynamic growth in the use of TV and media which are for entertainment. The growth of these

forms of mass communication by satellite television and the integration of telecommunication

will increase the potential for advertisements. Hence, this research will help the advertisers,

media owners and marketers to develop their advertising strategies in TV media.

Page 43

CHAPTER -6BIBLIOGRAPHY

Chuthamas Chittithaworn, Md. Aminul Islam, Orachot Thooksoon (2011): Belief Dimensions and Viewer’s Attitude towards TV Advertising in Thailand-International Journal of MarketingStudies.

Page 44

K. Pongiannan (2011): An Exploratory Comparison On The Impact Of TV And Web Advertisements Towards The Buying Behaviour- European Journal of Business and Management

K. Pongiannan (2011): Viewers’ Perception Towards Advertisements On TV Mwdia as a Promotional Strategy in the current Marketing Scenario- Indian Journal of Marketing

Karl Erik Gustafsson (2006):., “Advertising and the Development of Media: The Forgotten Connection,” Journal of Media Business Studies

Francisco J. Perez-Latre (2007):, The Paradigm Shift in Advertising and its Meaning for Advertising-Supported Media,” Journal.of Media Business Studies

Adealu B Ayanwale, Taiwo Alimi and Mathew A Ayanbymipe(2005), The influence of Advertising on consumer Brand Preference – Journal of Social Science

Chunawalla S A Sethika K C (1997), Fundamentals of Advertising, theory and Practice, Himalaya Publishing House, Mumbai. Pg.1;218-219

http://www.webadvantage.nethttp://www.pa.dk/pg/advertisinghttp://www.indiantelevision.com

Page 45

http://www.indiantelevision.com/

http://www.pa.dk/pg/advertising

http://www.webadvantage.net/

CHAPTER-7 ANNEXURE

QUESTIONNAIRE

Page 46

I am Sruthy Menon K,pursuing my Post Graduate Diploma in Management at Rajagiri Business School, Kakkanad, Cochin. As part of my course I am doing a research on the “Viewers’ Perception Towards Advertisements on TV media as a Promotional strategy in the current Marketing Scenario”. I request your kind cooperation in filling the following questionnaire and assure you that any information provided here would be kept confidential and used purely for academic purposes.

1. Name:……………..

2. Age:10 – 20 21 – 40 41 – 60 above 60

3. Gender Male ( ) Female ( )

4. Marital Status Married ( ) Unmarried ( )

5. Occupation

6. Please indicate the order of preference of the channel that you prefer mostly for viewing

advertisements, by placing a tick (√) mark.

S. No. TV Channels Order of Preference

First Second Third

1 National Level

2 Regional Level

3 Both

7. Please indicate the order of preference of the National TV Channels that you prefer

mostly for viewing advertisements, by placing a tick (√) mark.

S. No. National TV Channels Order of Preference

First Second Third Fourth Fifth

1 Doordarshan

2 Star TV

3 NDTV 24 x 7

4 HBO

5 Other National Channels

8. Please indicate the order of preference for Regional TV Channels that you prefer mostly for

viewing advertisements, by placing a tick (√) mark.

S. No. Regional TV Channels Order of

Preferenc

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e


1 Asianet

2 Surya TV

3 Amrutha TV

4 Kairali TV

5 Other Regional

Channels

9. From the functional point of view, please rank the form of TV advertisements that is having

more impact?

10. Please indicate the reasons for viewing advertisements on TV media.

S. No. Reasons for viewing TV

Advertisements

Rank


1 Reliable source of

information

2 Easy Comprehension

3 Product description with

conversation

4 Background Music

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S. No. Forms of TV

Advertisements

Rank


1 Announcement form

2 Descriptive form

3 Dramatization form

4 Musical form

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Viewers Perception towards Advertisements as a Promotional Strategy

Documents

current marketing

post graduate

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rajagiri business

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creating product

ideal advertising