Mbr Ethical Ads

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INTRODUCTIONINTRODUCTION

This report contains a comprehensive record of our work

performed on the research project. It includes detail of all the tasks that

we performed in the course of this project. These tasks are presented in

this report in a sequence to make it easy for the reader to understand

and comprehend the results. The manner in which the relevant activities

are mentioned is below:

Theory

Problem Definition

Exploratory research

Focus group and in-depth interviews

Hypotheses development

Questionnaire Design

Survey

Data Processing and Statistical Interpretation

Data Analysis

Conclusion

THEORY AND PROBLEM DEFINITIONTHEORY AND PROBLEM DEFINITION

Theory:Theory:

Our research began with the following theory:

Companies are not showing right ads

We translated the above theory into a problem definition to remove all sorts of

ambiguities and have a clear nature of the problem

Problem statement:Problem statement:

Do consumers feel that companies show ethical ads?

Purpose of researchPurpose of research

Our research aims to fulfill many purposes. They are listed below:

1. To explore the perception of consumers regarding ethical aspects of

advertising.

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2. To find out whether their perception of ads effect the purchasing

decision.

3. To give ad agencies and corporations an insight of how ethical ads can

affect their image and sales.

4. To suggest the implications of ethical beliefs regarding advertising for

the marketers and public policy makers.

EXPLORATORY RESEARCHEXPLORATORY RESEARCH

For exploratory research we searched online and came across several

articles on ethicality of advertisements which is included in this section of

report. Also, we conducted a pilot study which is discussed in detail in the

following pages. Next, we conducted focus groups and in-dept interviews. Brief

results are in the following pages.

Secondary DataSecondary Data

We analyzed the following articles as a part of our secondary research.

Socio-Economic And Ethical Implications Of Advertising A Perceptual Study

Straight Talk - Csr - The Human Face Of Business

Know How Advertising Works

TV Advertisements By Sabeen Amjad

Unethical Drug Advertisement Sample

Sell! Buy! Semi linguistic Manipulation

In Print Advertising

The main points discussed in these articles were:

Targeting children in advertising is considered unethical by many

Use of comparative advertising is definitely unethical since degrading

other brands is not an acceptable act

Use of celebrities in advertising may be unethical if celebrities dont

use the products or the price increases dramatically because of

endorsement

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Unnecessary use of female models in advertising may be considered

unethical depending on culture

Females wearing revealing clothes in ads may be unethical due to the

same reason as above

Promotion of products though doctors is unethical if the doctorshavent undertaken a research on that product

PILOT STUDYPILOT STUDY

As part of our exploratory research, we carried out a pilot study to identify

as to what people actually think about ethics in terms of

advertisements. We asked people to fill in the questionnaires that we

designed based on open-ended questions such as what do they think of ethicsin context of advertisement? What are their general perceptions regarding

advertisement nowadays? And any advertisement which they can think of that

according to them was not the way it should have been? Several other

questions were asked.

Based on the responses of these 25 respondents, aging between 20 and 36,

we derived following conclusions.

Out of these 25 respondents, 21 think that advertisements play an important

role in todays world, however according to them majority ofadvertisements

do not fulfill the sole purpose for which it is designed. This is because

either the product is not well featured or more emphasis is placed on other

elements of advertisements such as model.

Answering to the question as to how do they define ethics in context to

advertisements; a number of different answers were obtained. According to

them ethics in advertisement is something which is subjective to the culture of

our society, ads that are not vulgar, not misleading in a sense that many ads

hide vital information and exaggerate benefits of the product or service to be

sold.

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Accordingly, many described ethics in terms of advertisement as manners

and courteousness that an ad should show towards audience as well as

towards other brands. This was a very good point raised by a respondent.

While some other stated that it should deliver what it promises to deliver and

should be such that it can offer family viewer ship.

Also, we asked these respondents to recall any advertisements that they

think have not met the criteria of ethics. Surprisingly, 19 people came up with

a quick answer to this question which indeed proves that they are constantly

exposed to such unethical advertisements.

Also, we interviewed a number of doctors according to whom drug

prescription in advertisements is highly unethical as medicines are not likely toaffect everyone in the same way.

The doctors said that it is unethical to have doctor as a model in any kind of

advertisements and for them a ethical advertisement is that which gives the

information on the basis of which ones buying decision can relay.

One more thing that we noticed that perception about the ethics is variable

in accordance with age group but not in accordance with profession.

FOCUS GROUP AND IN-DEPTH INTERVIEWFOCUS GROUP AND IN-DEPTH INTERVIEW

ANALYSISANALYSIS

In carrying out the focus group and in-depth interviews, we paid close

attention to what our sir Mr.Umair Zia taught us in class. Based on what we

inculcated from his lectures, we conducted focus groups and in-depth

interviews.

We started with defining our research problem, Do consumers feel

companies are making ethical ads or not?

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We then determined our qualitative research objective, which was basically

to understand the problem in a more comprehensive manner and acquire

general public response and opinions about this problem

The objective of the focus group and in-depth interviews was basically

to explore as many new factors as we can through providing an informal and

relaxed discussion environment to respondents who were PRE-SCREENED using

a questionnaire prepared for the purpose.

Some of these screening questionnaires are attached in the following

pages.

A moderators outline was prepared and without wasting anytime we quicklystarted of with the task of conducting interviews.

After, it was the recorded tapes were reviewed to analyze the data which

is a part of this report. The data collected by these questionnaires provided us

a greater insight into the problem and helped us plan our future course of

action with respect to this research.

*Moderators outline in appendix

Focus GroupsFocus Groups

In both the focus groups we conducted, the participants were either graduate

or undergraduate students or employed. In the 1st focus group, the participants

consisted of business students and chartered accountants. The 2nd focus group

was exclusively of business students, mostly doing their majors in marketing.

This was done to see the point of view of these business minded people and

their attitude towards ethical advertising. In the following pages are the

analyses of both the focus groups. One point to mention here is that because of

group dynamics, the moderators outline wasnt followed strictly.

We can summarize the findings of our 1st focus group as follows:

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Ethics concerns right or wrong and it has different meaning to different

people because of differences in cultures, values, status, etc.

The purpose of ads is to create awareness and increase sales

All ads should be ethical

Targeting children in ads is OK but if the product is not that expensive and ismade for children. Parents should also control the purchasing power of their

children

Promoting products through female models is OK if the models are dressed

appropriately.

Our participants dont feel embarrassed watching female-oriented ads with

their family members

Misleading ads are unethical and should be controlled by some regulatoryauthority

Comparative advertising is always unethical if brand names are used. There

are healthier ways to compete

Celebrity endorsement is ethical as long as celebrities use the products they

are endorsing

Medical experts shouldnt endorse products unless they have researched on

it and are qualified for endorsements

We can summarize the findings of our 2nd focus group as follows:

Ethics concerns not showing the wrong content, being within the limits and

ability to differentiate between right and wrong.

The act of hiding important information in advertisements by the companies

is considered to be unethical.

False claims made by the doctors in the ads are not a good act.

Mostly said that excessive use of female models in ads is useless,

companies should try to be more creative.

Companies exploiting female models/actresses to increase their sales.

Targeting the kids is Ok provided the ad is not exploiting the childs mind.

Comparative advertisement is Ok provided it is not abusing or degrading its

competitor

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Medical experts shouldnt endorse products unless they have researched on

it and are qualified for endorsements

ANALYSIS OF DOCTORS DISCUSSIONANALYSIS OF DOCTORS DISCUSSION

As part of the research we conducted an in depth interview with doctors at Aga

Khan University Hospital (AGUH). Prior to this interview we conducted two

focus group interviews based on which we came to know that a number of

people feel that it is entirely unethical for doctors to advertise a product which

they themselves dont use or are uninformed about its ingredients and side

effects. A number of products were highlighted in relation with this issue. Some

common being soaps, toothpastes, shampoo and hair oil.

Therefore, we decided to carry out an interview with doctors with the objective

of finding out what they feel about this response of general public in terms of

their agreement or disagreement with this view. Also, to find their general

perception towards the advertisement as to whether they feel ads are ethical

or unethical these days.

After the interview was done, we sat back and reviewed the recorded video of

the interesting discussion and deducted following conclusions.

These Doctors defined ethics in relation to advertisement as:

Acceptable advertisement

Family viewer ship

Cultural values should be met

Should give complete information as to what are the side effects of the

product

The timing of the advertisement should be in accordance with the kind of

viewers watching the TV at that particular time

Should not be misleading

There should be an educational component attached with advertisement

as it is made for masses

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An ethical advertisement is such that does not portray something that is

impossible such as taking people to fantasy world

According to them, ethics in advertisement means:

Something which is right

An advertisement where another brand is not degraded

An advertisement whereby all the ingredients and side effects of the

product are mentioned

HYPOTHESESHYPOTHESES

H1: Employment of Unnecessary Female Models Is Considered Do Be

Ethical

H2: Female wearing reveling clothes in advertisements is unethical

H3: Advertisements that dont give complete information about the

product are considered to be unethical

H4: Competitive advertisements are unethical.

H5: Celebrity endorsement is ethical

H6: Doctors coming on advertisements are unethical

The above stated hypotheses were developed in order to be tested by survey.

SAMPLE DESIGNSAMPLE DESIGN

We chose to survey 300 people based on our budget and time availability. The

criteria that was set for the people to be surveyed was that they should be 20

and above who can understand the basic idea of the research and who may be

mature enough to define ethics in advertisements.However, the sampling technique that we used in this survey was non-

probability sampling, to be more specific convenience sampling due to limited

budget and easy to be used.

We surveyed people in colleges, offices, clubs and shopping malls. Also, got the

questionnaires filled by relatives and friends.

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QUESTIONNAIRE

(Please dont write your name on the questionnaire. We want to keep yourresponses confidential)

GenderMale Female

Age20-25 26-35 36-45 46 and above

Q-1 Define ethics, in terms of advertisement?

____________________________________________________________________________________________________________________________________________________________

Q-2 What is the purpose of advertisements, in your opinion? (You maychoose more than one answer)

o To create awareness about the product/service

o To highlight product features and benefitso To give complete information about the product/serviceo To give true information about the product/serviceo To entertain viewers

Q3. What do you think about ads, where female models are employedunnecessarily?

o I dont have any problem with such adso They are acceptable but to a certain extendo I am against such ads

Q-4 With reference to the above question, how often do you come acrosssuch ads nowadays?

o Yes, very ofteno Sometimeso No, not at all

Q-5 What do you think about ads where female models are wearingrevealing clothes?

o I dont have any problem with such adso I am against such ads

Q-6 In your opinion are companies showing such ads nowadays?o Yes, to a great extento Sometimeso No, not at all

Q-7 With reference to THE above question, will you buy such aproduct/service?

o I will definitely buy ito I might buy ito I will not buy it

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Q-8 Do you think advertisements nowadays, give true information about theproduct/service?

o Yes, they always doo Most of the timeo Sometimeso Very few of the timeo Never

Q-9 Have you recently (in 3 months time) come across an ad where onebrand has let down another brand in its advertisement?

o Yeso No

Q-10 If your answer is YES to the above question, please specify what youthink about such ads?

o I dont have any problem with such adso I somewhat ok with such adso I am against such ads

Q-11 Do you think that use of celebrities to promote a product is right?o Yes, it is right in any caseo Yes, it is right if the product is being used by the celebrityo No, it is wrong if the product is not being used by the celebrityo No, it is wrong in any case

Q-12 For which product, do you remember seeing an ad where a doctor ispromoting that product? (You may choose more than one option)

o Ice creamo Soapo Hair oilo

Fast foodo Lotion/creamo Soft drinko Toothpasteo Shampooo Other ___________

Q-13Have you ever purchased a product after being influenced by a doctor'srecommendation in an advertisement?

o Yeso No

Q-14 If YES, did the product generate the promised results or outcomes bythe doctor?o Yeso No

Q-15 If NO, please specify why you havent purchased any such product uptill now?

o I never thought about it

o I didnt have the need for that producto I dont trust doctors recommendations in advertisements

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Thank you for your time!

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GENDERGENDER

Frequency Percent Valid

Percent

Cumulative

Percent

Valid Male 240 60.0 60.0 60.0

Female 160 40.0 40.0 100.0

Total 400 100.0 100.0

Mean 1.4 - Std. Deviation 0.4905

Purpose:Purpose:The purpose of identifying gender was to highlight whichgender was comfortable answering our questionnaire morethan the other.

Findings:Findings:The above data and pie chart depicts there were 60% maleand 40% female respondents to our questionnaires. Althoughwe tried, females seemed a little reluctant towards filling inthe questionnaires.

Reasoning:Reasoning:Definitely not because of the topic or type of questions, maybe because they tend to be relatively busier within theirhomes rather than outside.

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AGEAGE


Percent

Cumulative

Percent

Valid 20-25 255 63.8 63.8 63.8

26-35 65 16.3 16.3 80.0

36-45 50 12.5 12.5 92.5

46 and above 30 7.5 7.5 100.0

Total 400 100.0 100.0


Purpose:Purpose:The purpose of identifying age was to observe the pattern ofanswers with the increasing age and to look for anysimilarities within and differences across the age brackets.This would later be proven in hypothesis testing.

Findings:Findings:For now, the above data and pie chart portrays a high numberof young respondents to our questions i.e. 64% of therespondents were within 20 to 25years of age.With the increase in age, the number of respondentdecreases, i.e. 16%, 12% and 8% for age brackets of 26-35,

36-45 and 46 above respectively.

Reasoning:Reasoning:Two reasons were observed:

1. Lack of awareness about media (advertisement) tactics2. Low response turnover

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1. Definition Of Ethics In AdvertisementDefinition Of Ethics In Advertisement


Percent

Cumulative

Percent

Valid Meeting values 69 17.3 17.3 17.3

Meaningful advertisement 41 10.3 10.3 27.5No comparative advertisement 35 8.8 8.8 36.3

Concern for underage viewers 33 8.3 8.3 44.5

True information 102 25.5 25.5 70.0

No exploitation of women 37 9.3 9.3 79.3

Consumer rights 32 8.0 8.0 87.3

Ethics not applicable 51 12.8 12.8 100.0

Total 400 100.0 100.0


Purpose:Purpose:

To know the viewers idea of ETHICS in terms ofadvertisement i.e. in a way there expectations towardsadvertisement that what should it show and what not.

Findings:Findings:Respondents idea of ethicality depends highly on whether theinformation is truly being conveyed to them or not, whereas aminority of 8% each also gave importance to issues likeconcern for underage viewers and customer rights as ethicaland that ads are ethical if they depicts them.

True information 26%Meeting values 17%

Meaningful advertisement 10%

No exploitation of women 9.0%

Ethics not applicable 13%

No comparative advertisement 9.0%

Concern for underage viewers 8.0%

Consumer rights 8.0%

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2. Purpose of Advertisement2. Purpose of Advertisement

Frequency PercentValid

Percent

Cumulative

Percent

Valid Create awareness 286 71.5 71.5 71.5

Highlight product features 56 14.0 14.0 85.5give complete info 34 8.5 8.5 94.0

Give complete info 20 5.0 5.0 99.0

Entertainment 4 1.0 1.0 100.0

Total 400 100.0 100.0


Purpose:Purpose:

To know what perceptions do advertisements hold in theminds of the customers.

Findings:Findings:The above data and pie chart depicts the 71% of theconsumers find advertisements to be responsible of creatingawareness. 14% were of the view that ads are to highlightproduct features. The remaining thought of advertisements asresponsible of giving complete information about theproducts, true information about the products andentertainment source with 9%, 5% and 1% respectively.

Reasoning:Reasoning:71%, a majority of people have generalized idea ofadvertisements i.e. to create awareness. Apart from thempeople associated with business studies and being in theoffice work environment highlighted in depth purposes of adsin their minds.

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3. Opinion3. Opinion about Ads with Unnecessary Female Modelsabout Ads with Unnecessary Female Models


Percent

Cumulative

Percent

Valid No problem 134 33.5 33.5 33.5

Acceptable to certain extent 192 48.0 48.0 81.5

Against it 74 18.5 18.5 100.0

Total 400 100.0 100.0Mean 1.8500 - Std. Deviation .7062

Purpose:Purpose:To know a generalized idea of viewers towards female modelsworking in advertisements

Findings:Findings:Although 33% of the respondents have no problem withfemale working in ads but a major chunk of 48% find it to beacceptable to a certain extent only, whereas 19% of themwere totally against it.

Reasoning:Reasoning:1. The 33% was of the upcoming youth, being more of a

broader view about working women find females modelsto be as equal as male models in ads, talking about

Equal job opportunities.2. The 19% which was totally against were highly fromhigher age groups who might have not accepted femalepresence in media as yet.

3. The group of 48% which accepted it to a certain extentseems to be of a view that female models can beemployed only if necessary and not in every other ad.

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4.4. Frequency of Ads with Female ModelsFrequency of Ads with Female ModelsMean 1.3975 - Std. Deviation 0.5877

Frequency Percent Valid Percent Cumulative Percent

Valid Very often 262 65.5 65.5 65.5

Sometimes 117 29.3 29.3 94.8

Never 21 5.3 5.3 100.0

Total 400 100.0 100.0

Purpose:Purpose:To know how often have they found UNNECESSARYinvolvement of females in advertisements in theirperception?

Findings:Findings:The above data and pie chart illustrates that 66% of the

respondents have found females to be unnecessarily beingemployed in ads. Only a 9% doesnt find it unnecessarywhereas the rest find so at times.

Reasoning:Reasoning:1. Male dominant Society. If its a female its always a

WHY? But if a male, WHY NOT?2. Cultural constraints.

5. Opinion about Female Models Wearing RevealingOpinion about Female Models Wearing RevealingClothesClothes


Percent

Cumulative

Percent

Valid No problem 210 52.5 52.5 52.5

Against 190 47.5 47.5 100.0

Total 400 100.0 100.0


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Purpose:Purpose:To know viewers perception about female models withrevealing clothes.

Findings:Findings:52% of the respondents didnt find any problem with female

models being advertised with revealing cloths whereas 48%do find it unacceptable.

Reasoning:Reasoning:Reason being the sensitivity of female towards female modelsworking in advertisements with revealing clothes is more thanthat male.

6. Are Companies Showing Such Ads?6. Are Companies Showing Such Ads?


Percent

Cumulative

Percent

Valid Yes, to great extent 226 56.5 56.5 56.5

Sometimes 161 40.3 40.3 96.8

Not at all 13 3.3 3.3 100.0

Total 400 100.0 100.0


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Purpose:Purpose:To know how frequently viewers encounter female models inadvertisements with revealing clothes.

Findings:Findings:57% of the respondents have observed ads with femalemodels with revealing clothes, whereas 40% did not noticeany such thing

Reasoning:Reasoning:Reason being the sensitivity of female towards female modelsworking in advertisements with revealing clothes is more thanthat male which would later be proven as well.

8. Do Companies Give True Info In Ads?8. Do Companies Give True Info In Ads?


Percent

Cumulative

Percent

Valid Yes, always 18 4.5 4.5 4.5

Mostly 105 26.3 26.3 30.8

Sometimes 155 38.8 38.8 69.5

Rarely 102 25.5 25.5 95.0

Never 20 5.0 5.0 100.0

Total 400 100.0 100.0


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Purpose:Purpose:To know how much of people have found ads showing TrueInformation in what frequency.

Findings:Findings:A majority of 39% have sometimes actualized the promisedinformation about the products in ads.Whereas two groups of 26% each found true informationbeing depicted mostly and rarely respectively. Only a minorityof 5% and 4% were of neg. and positive extreme views aboutthe honesty of ads.

Reasoning:Reasoning:As a matter of fact, advertisements are made in a way to

simply highlight whats good and hide what might not beappreciated.

9.9. Have you recently (in 3 months time) come across an adHave you recently (in 3 months time) come across an ad

where one brand has let down another brand in itswhere one brand has let down another brand in its

advertisement?advertisement?


Percent

Cumulative

Percent

Valid Yes 267 66.8 66.8 66.8

No 133 33.3 33.3 100.0

Total 400 100.0 100.0


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Purpose:Purpose:To identify if respondents know about comparativeadvertisement and whether have they observed it in pastthree months.

Findings:Findings:67% of the people know what comparative advertising is andhave observed it being advertised whereas the rest of themdid not seem to observe it, at least in past three months.

Reasoning:Reasoning:Since we had more male respondents, and they belonged toeither business studies or are working in offices, they have aprevious knowledge of comparative advertisement.

10. Perception about comparative ads10. Perception about comparative ads

Frequency Percent Cumulative

Percent

Valid No problem 187 70 70

Against 80 30 100.0

Total 267 100.0


No Problem

Against

Purpose:Purpose:To know the reaction of consumers about comparative adsand to identify if its an ethical issue or not

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Findings:Findings:70% had no issues with this and find no problem with it.

11. Opinion about celebrity endorsement11. Opinion about celebrity endorsement

Frequency Percent ValidPercent

CumulativePercent

Valid Yes, right in any case 185 46.3 46.3 46.3

Yes, if Celebrity uses product 138 34.5 34.5 80.8

No, if Celebrity doesn't use 45 11.3 11.3 92.0

No, wrong any case 32 8.0 8.0 100.0

Total 400 100.0 100.0


Purpose:Purpose:To know their reaction about celebrity being endorsed for aproduct and to check if its an ethical aspect

Findings:Findings:81% respondents have no issues with celebrities beingendorsed, out of which 35% are of the same opinion if itsACTUALLY being used by the celebrity.

12. Doctors Promoting Products12. Doctors Promoting Products

Frequency Percent ValidPercent

CumulativePercent

Valid Ice cream 35 8.8 8.8 8.8

Soap 219 54.8 54.8 63.5

Hair oil 23 5.8 5.8 69.3

Fast food 4 1.0 1.0 70.3

Lotion/cream 15 3.8 3.8 74.0

Soft drink 11 2.8 2.8 76.8

Toothpaste 81 20.3 20.3 97.0

Shampoo 6 1.5 1.5 98.5

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Medicine 6 1.5 1.5 100.0

Total 400 100.0 100.0


Purpose:Purpose:To know for which ads can customers recall products beingpromoted by doctors?

Findings:Findings:Soap received a 55% recall and toothpaste got the 2ndhighest recall of 20%

7. Will you buy product in above situation?7. Will you buy product in above situation?

Frequency Percent Valid Percent Cumulative Percent

Valid Definitely buy it 80 20.0 20.0 20.0

Might buy it 292 73.0 73.0 93.0

Definitely not buy it 28 7.0 7.0 100.0

Total 400 100.0 100.0


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Purpose:Purpose:To know if consumers feel like buying the products beingadvertised by female models with revealing clothes.

Findings:Findings:73% of the people say that they might buy it, only a 7% ofrespondents were totally against it.

Reasoning:Reasoning:If they product is good they will buy irrespective of ad.

13. Purchased Product After Doctor's Recommendation?13. Purchased Product After Doctor's Recommendation?


Percent

Cumulative

Percent

Valid Yes 114 28.5 28.5 28.5

No 286 71.5 71.5 100.0

Total 400 100.0 100.0


Purpose:Purpose:To know if consumers buy products after being referred bycelebrities

Findings:Findings:72% do not buy products after being recommended bydoctors whereas a minority of 28% does.

14. Product Generate Promised Results14. Product Generate Promised Results

Frequency PercentCumulative

Percent

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Yes 66 57.89 57.89

No 48 42.11 100

Total 114 100 100

Purpose:Purpose:To know if the consumers were correctly recommended

Findings:Findings:

Out of 114 respondents who buy products after doctorsrecommendation, 58% found them to be true whereas 42% or48 of them did not find so.

15. If not, why haven't you purchased such a product?15. If not, why haven't you purchased such a product?

Purpose:Purpose:To know why do respondents, if, not buy products wheredoctors recommend them to

Findings:Findings:

Frequency Percent Cumulative Percent

Never thought about it 80 27.97 27.97Didnt need the product 69 24.12 52.09

Dont trust Doctors 137 47.9 100

Total 286 100 100

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Surprisingly, a majority of 48% do not even trust doctorsrecommendation and 28% do not even give it a thought. A24% minority never felt the need of buying such product.

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95%

Dont reject

ho

95%

Dont reject

ho

HYPOTHESIS TESTINGHYPOTHESIS TESTING

H1: Employment of Unnecessary Female Models IsH1: Employment of Unnecessary Female Models IsConsidered Do Be EthicalConsidered Do Be Ethical

i.i. Ho:Ho: p = 0.3p = 0.3 (Unethical)(Unethical)HHA:A: p < 0.3p < 0.3 (Ethical)(Ethical)

ii.ii. Level of significanceLevel of significance= 5%

iii.iii. Test StaticTest Static

nqp

ppz

=

iv.iv. Critical RegionCritical RegionWe reject Ho: if Z cal


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dont reject our Ho:

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95%

Dont rejectho

95%

Dont reject

ho

H3:H3: Advertisements not giving completeAdvertisements not giving completeinformation about the product are consideredinformation about the product are considered

to be unethicalto be unethical

H4: Competitive advertisements are unethical.H4: Competitive advertisements are unethical.




nqp

ppz

=

iv.iv. Critical RegionCritical Region

We reject Ho: if Z cal


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95%

Dont rejectho

Since the calculated value fall incritical region so we reject ourHo!

It is Ethical

H5: Celebrity endorsement (Ethical)H5: Celebrity endorsement (Ethical)

It is evident from pie chart of Q 11 of questionnaire

H6: Doctors coming on advertisements areH6: Doctors coming on advertisements areunethicalunethical




nqp

ppz

=

iv.iv. Critical RegionCritical RegionWe reject Ho: if Z cal


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dont reject our Ho:

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MH1: Companies are showing unethicalads to a great extent.

Sub Hypothesis A: Companies are showing lotof ads with female models wearing revealing

clothesI.I. Ho: p = 0.5Ho: p = 0.5

HHA:A: p < 0.5p < 0.5

II.II. Level of significanceLevel of significance= 5%

III.III. Test StaticTest Static

nqp

ppz

=

IV.IV. Critical RegionCritical RegionWe reject Ho: if Z cal


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Sub Hypothesis B: Companies are showing lotof ads that are not giving true information

(misleading)(Need not to be tested because of Q-1 graph)

Sub Hypothesis C: Companies are showing lotsof ads that are employing doctors.

This can be proved from graph. Most often forsoap

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Mega Hypothesis proved: Companies are

frequently showing ads which consumers perceiveto be unethical.

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Mega Hypothesis 2: Gender affectsperception of ethicality in ads where

female models are involved

Sub Hypothesis A: Ethicality of ads in terms ofunnecessary female models is dependant

upon gender

i. Ho: There is no associationHo: There is no associationbetween gender and perception ofbetween gender and perception ofEthicality (Independent)Ethicality (Independent)

HHAA : There is an association: There is an association(dependant)(dependant)



=Ei

EiOi 2)(2iv.iv. Critical RegionCritical Region

If calculated value of chi-squareis greater then 5.991, we rejectHo

v.v. ComputationComputation

NoProblem

To CertainExtent

Against Total

Oi Ei Oi Ei O

i

Ei

M 92 80.4

109

115.2

39

44.4

240

F 42 53.6

83 76.8

35

29.6

160

Total

134

192

74

400

2= 6.66

vi.vi. DecisionDecision

Since the calculated value fall incritical region so we reject our Ho:

vii.vii. ConclusionConclusion

This means "that gender doesaffects perception of ethicalitysuch a case"

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Ei=(c*r)/t


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B) Ethicality of ads in terms of female modelswearing reveling cloths is dependant upon

Genderi. Ho:Ho: There is no associationThere is no association

between gender and perceptionbetween gender and perceptionof Ethicality (Independent)of Ethicality (Independent)HHA:A:There is an associationThere is an association(dependant)(dependant)



=Ei

EiOi 2)(2

iv.iv. Critical RegionCritical RegionIf calculated value of chi-squa

is greater then 3.841, we reject H

v. Computation

NoProblem

Against

Total

Oi Ei Oi EiM 14

2126 98 11

4240

F 68 84 92 76 160Total 21

0190

400

2= 10.7vi.vi. DecisionDecision

Since the calculated value fall in criticalregion so we reject our Ho:

vii.vii. ConclusionConclusionThis means "that gender doesaffects perception of ethicality insuch a case"

Mega Hypothesis provedGender affects perception of ethicality in ads where

female models are involved or in other words there is anassociation between gender and perception of ethicality

Mega Hypothesis proved: Companies arefrequently showing ads which consumers perceiveto be unethical.

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Ei=(c*r)/t


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Mega Hypothesis 3 : Females are moresensitive and against having female

models in advertisement.

Sub Hypothesis

A) Females are more sensitive and againsthaving unnecessary female models inadvertisements as compared to males.

i. Ho: P1-P2 = 0HA: P1>P2

ii. Level of significance

= 5%

iii. Test Static

)2

1

1

1(

)21()21(

nncQcP

PPPPz

=

iv. Critical Region

We reject Ho: if Z cal >1.645

v. Computation

P1 = 0.218P2 = 0.165

)240

1

160

1(815.0185.0

)0()615.0218.0(

=z

z = 1.34

vi. Decision

Since the calculated value doesnt fall in criticalregion so we dont reject our Ho:

vii. Conclusion

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P1=females

P2=males


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Females are less sensitive on issue ofunnecessary female models

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Sub HypothesisB) Females are more sensitive and againstthose ads where female models are wearingrevealing clothes as compared to males.

i. Ho: P1-P2 = 0HA: P1>P2

ii. Level of significance

= 5%

iii. Test Static

)2

1

1

1(

)21()21(

nncQcP

PPPP

z

=

iv. Critical Region

We reject Ho: if Z cal >1.645

v. Computation

P1 = 0.575P2 = 0.408

)240

1

160

1(525.0475.0

)0()408.0575.0(

=z

z = 6.68

vi. Decision

Since the calculated value fall in critical regionso we reject our Ho:

vii. Conclusion

Females are more against those ads whichemploy female models wearing revealing clothesas compared to males.

Mega Hypothesis proved:Females are notsensitive and against having female models being

40

P1=femalesP2=males


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unnecessarily employed in advertisement but theyare sensitive and against as compared to males ifthey are wearing revealing clothes

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CONCLUSIONWe hereby conclude all our research and

findings. Its been a long analyzing journeyfrom analyzing theory to making up of problemstatement, from problem statement to

generating research purposes, from exploratoryresearch to focus groups to interviews toquestionnaires to hypotheses testing and finallyanalyzing them all to have the following results:

Unnecessary employment of female

models is considered ethical

Female models promoting a product inrevealing clothes is considered unethical

Ads that are misleading or do notprovide complete and true information aboutproducts are considered unethical

Comparative advertising is ethical

Celebrity endorsement is ethical

Doctors promoting products in ads isconsidered unethical

The concept of ethicality will affect thepurchase decision negatively of only 7% of the

respondents. The remaining 73% might buythe product and 20% will definitely but it.

Ethically speaking, just like any otherresearch this research do hold some limitationsto it.

Time is a universal constraint. Every onebelieves that any thing in this world can be done

better if one can have a 25th

hour in a day andnot very surprisingly so do we.Non-response bias is another constraint wehad to face. People, who have given their 46 ormore years to this world, have been busy at theirexecutive seats and couldnt get time to fill ourquestionnaires on their tables.

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Apart from this we have worked harder each daywith all honesty to give you this piece ofinformation. Hope you had a nice time goingthrough the research.

RECOMMENDATIONSOn the basis of our conclusions we recommend

the following:

1. Continue giving employment

opportunities to female models but make them

look elegant and decent to create an ad that

can be seen by the family altogether.

2. Do what you say, say what you mean.

Dont show untrue information about the

products. Show only what you can provide.

3. Comparative advertising is a new trend.

You can keep up with it.

4. Having celebrities is not unethical but

have a stop for doctors in every other ad

specially soaps and tooth pastes. Customers

know they are just acting. It only has a

negative impact over them.

5. Most importantly, since the concept ofethicality negatively affects the purchase

decision to only a small number of people, you

can continue making ads just the way you

want BUT this would increase the probability

that a majority may or may not buy your

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product, if unethical. They may buy if its the

only product available. But for the prevailing

competition our humble recommendation

would be to make ads as much ethical and

satisfying for viewers as possible so that not

only you can retain customers but can also

attract new ones.

6. Companies should show some sense of

responsibility to make both socially acceptable

and desirable ads, in accordance with our

culture. Not only because they should but

because its the obligation of any good

organization to be socially responsible

Mbr Ethical Ads

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