Project Report on TV Advertisements
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Transcript of Project Report on TV Advertisements
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A Research Proposal
On
The influence of T.V. advertising on children : A REVIEW BASEST!"
Submitted to
B.P.S.#.V $%A&P!R $A'A&( SO&IPAT
)E*+ail:* ,,,.-ps,o+enuniversit.ac.in/
In partial fulfill+ent of the re0uire+ents for the a,ard of degree of
#ASTER I& B!SI&ESS A#I&ISTRATIO&
Submitted to: Submitted by:
DR. KRISHAN KUMAR RENU , DEPTY,NITESH
MBA 1STYEAR
ROLL NO: 1!""!#!, 1!""!!$,1!""!"!
BHAGAT PHOOL SINGH MAHILA VISHWAVIDYALAYA
KHANPUR KALAN, SONIPAT, HARYAN
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T%b&e o' (o)te)t*
S+. No. Toi- P%e No.
1. (/%te+01
Introduction
". (/%te+0"
Review of literature
#. (/%te+0#
Scope of study1
2. (/%te+02
Objectives of the study13
1
(/%te+0 /yot/e*i* %)d Re*e%+-/ /yot/e*i*
Research +ethodologata re0uire+entata collection techni0ueSample selection method
1
1
"!
"!
"!
"1
$ (/%te+0$Analsis and interpretation 22
3 (/%te+033inding and Reco++endation 45
4 (/%te+04 'i+itation of stud 46
(/%te+0 References 47
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(HAPTER01
INTRODU(TION
Hi*to+y o' %d5e+ti*eme)t
Egptians used paprus to +a8e sales +essages and ,all posters. Wall or roc8 painting for
co++ercial advertising is another +anifestation of an ancient advertising for+( ,hich is
present to this da in +an parts of Asia( Africa( and South A+erica. The tradition of ,all
painting can -e traced -ac8 to Indian roc8 art paintings that date -ac8 to 4999 BE. %istor
tells us that Out*of*ho+e advertising and -ill-oards are the oldest for+s of advertising.
In ;Advertising is a paid
for+ of non*personal presentation of ideas( goods or services - an identified sponsor.
>According to Wheeler( >Advertising is an for+ of paid non*personal presentation of ideas(
goods or services for the purpose of inducting people to -u.> 3ro+ a childs point of vie,(
,hat is the purpose of TV advertise+entsC An advertise+ent designed to attract attention to
guide( to guide attitudes and to facilitate -ehavioural change( is considered possessing
profound influence of the attitudes and values in +odern societ. There is a general concern
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of parents and other societal actors( that TV advertise+ents +a have a negative( intended or
unintended( influence on children.
The children of toda are the future of to+orro,. This po,erful state+ent assu+es special
significance in our conte@t as children )9*;4 ears/ co+prise one third of the total
population .in countr ever of the provision of conducive and an ena-ling environ+ent( +a
-losso+ into an ever fragrant flo,er to shine in all spheres of life. This re+inds us of the
onerous responsi-ilities that ,e have ,ould and shape their present condition in the -est
possi-le ,a. The ourne of the life ccle of the child involves the critical co+ponents of
child survival( child develop+ent and child protection. The population of children in India
according to ear 29;2 ,as appro@. ;6 r.
Advertising on television usuall +eans running a TV co++ercial( tpicall -et,een ;1 and
69 seconds in length( -ut TV advertising can also include sponsorships and product
place+ent ,ithin television sho,s. Toda everone has TV and advertising on TV is one the
-est options to pro+ote our products. The ad co+ing on TV also put high i+pact on the
custo+ers. There ,ill -e +ore positive effects in -uilding -rands. Advertisers are innovating
ne, ,as for their ca+paigns on high definition televisions. India Advertising agencies are
co+ing up ,ith glitD( s+art and tailored tpe ads targeting the +iddle classes. Besides( a
nu+-er %indi India +edia ne,s channels have -een launched and the are reaching to the
+asses -oth in ur-an and rural parts of the countr. Indian television ne,s channels are no,
have -eco+e +ore effective as advertising agenc. 3ive co++on characteristics of TV ads
that connect ,ith vie,ers that is Relata-le characters and situations( A si+ple( up-eat
storline( ialogue( E+otional resonance( %u+our hildren Of all +ar8eting ,eapons
advertising has the leading i+pact as its e@posure is +ore( and is the +ost attractive +edia
for children. The desire to restrict advertising ai+ed at children is -ased on three concerns.
3irst( it is -elieved that advertising pro+ote superficialit and values founded in +aterial
goods and consu+ption. Second( children are considered ine@perienced consu+ers and eas
pre for the sophisticated persuasion of advertisers. Third( advertising influences children
de+and for everthing fro+ to to snac8 food. These de+ands create an environ+ent of
child*parent conflict. Parents finds the+selves having to sa no over and over again to
children ,hose desire are pi0ued - effective advertising. Whenever severe co+petition
-et,een +ar8eters( introducing ne, products etc. Even ,ith evolution of direct +ar8eting(
and interactive +edia. &o, a das +ost of the industr li8es Auto+o-ile( 3# and other
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industr the tring to sho, e+otion in advertising ,ith o,n -rand. That is ver effective for
the co+pan to attract the children as ,ell as their parents. Ever co+pan has needed to do
advertising after launching their product - using different advertising +edia. TV( Radio(
Bill-oard( internet( Print etc. There is currentl 1;1 TV channel availa-le in India. %indi*
language television channels have the highest +ar8et share. In addition nu+erous regional
channels are availa-le in throughout
Different sources of !"ertise#ent
But if ,e tal8 a-out TV advertising it is a costl advertising +edia. It is ver effective than
other advertising +edia. Thats ,h ever co+pan using and e@pending +ore +one on TV
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advertising. EF* If ,e tal8 a-out 3# industr the are also e@pending +ore +one on TV
advertising to attract the custo+er. The are sho,ing e+otion in the advertise+ent thus child
and people. #ost of the children the prefer to ,atch TV progra+ G advertising.
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(HAPTER0"
Lite+%tu+e +e5ie6
S)od+%** et %&. 7138found that Todas children are uni0ue in +an ,as fro+ previous
generations( -ut perhaps the +ost influencing on our oung children toda is
Television advertise+ents. In ;
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suggested that children -et,een 1 to ;; ears of age are the +ost valua-le to
advertising( -ecause their cognitive Kstructure are -eginning and the are +ost
significant to e@ternal influence.
Mitt%& 7"!1!8 found that children prefer spending ti+e -efore television than engaging
the+selves in tal8ing to friends or plaing outdoor ga+es or studing. The parents
also -elieve that children are increasingl plaing i+portant role in fa+il -uing
decision and television advertise+ents are the +ost i+portant factor affecting
childrenLs de+and for a product. The stud also reveals that children de+and +ore of
the product ,hose advertise+ent the li8e. Parents consider television advertise+ents
responsi-le for changing their childrenLs -ehaviour.
K%*/i' et %&. 7"!1"8presented the childrenLs vie,s of snac8 advertise+ents in the Pa8istani
conte@t. The data ,as collected through focus groups ,ith oung students -et,een ?
and ;2 ears of age( enrolled in three different schools. Results are presented narrative
in 0uotes( highlighting different the+es concerning advertising literac and its effects
on childrenLs purchase -ehaviour.
Mu/%mm%d et %&. 7"!1"8suggested that the positive attitude of children to,ards artoon
TV Advertising( in contrast to &on*cartoon TV Advertising. hildren regard artoon
TV Advertise+ents to -e +ore entertaining than &on*artoon TV Advertise+ents and
the li8e ,atching the+. ontraril( the credi-ilit aspect of attitude is lo,er for
artoon TV Advertise+ents as co+pared to &on*artoon TV Advertise+ents. Thus(
children trust &on*artoon TV Advertise+ents +ore than artoon TV
Advertise+ents. #oreover( the general trend of attitude of girls to,ards advertising is
+ore favoura-le than it is for -os.
N%**e+ %)d Mo/%med 7"!1"8found that negative i+pacts of advertising lead to +aor social
and -ehavioural pro-le+s in children such as phsical and ver-al violence(
+aterialis+ and other >values issues> identified - parents( and health pro-le+s such
as lo, nutrition and o-esit. Also indicate that although +an for+s of advertise+ent
affect children negativel( the effects of television co++ercials are particularl
noticea-le. Practical i+plications M The stud provides a list of practical
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reco++endations for +ar8eters and polic+a8ers to help +itigate the negative effects
of television advertising on children in the #iddle East
D+. M. R%t/od 7"!1"8 found that I+pact of Television Advertise+ents on hildren are ver
effective. An E+pirical Stud ,ith Reference to hocolate Brands 3ound that
+aorit of children li8es to -u confectionar products ust -ecause hisJ her favourite
cele-rit is associated ,ith the advertise+ent of that product. After ,atching
advertise+ent of confectionar products children so+eti+es insist their parents to
purchase that product for the+. When children insist their parents to purchase
confectionar product after ,atching its advertise+ent( parents generall do agree
,ith the+. Especiall confectionar products )hocolates/ are concerned the do not
care price of ,hich the ,ant to -u. Also the do not care ,hether these products are
health for the+ or not. While the are shopping( the first thing co+es in their +ind is
to purchase the advertised products. In this situation( the advertising has a stronger
effect on ounger children.
S/%+m% et %&. 7%) "!1"8 suggested that hildren are ver +uch a,are of TV advertise+ents
in India and advertising has an i+pact on their purchase -ehaviours. TV
advertise+ents influence childrenLs -ehaviour a-out -rand advertised. As childrenLs
-ehaviour change it also changes their -uing pattern and this is the purpose -ehind
the advertise+ents. As children are ver +uch a,are of TV advertise+ents and the
8no, good and -ad aspects of the+( #ar8eter should understand the childrenLs
pschic -efore launching an advertise+ent. hildren also 8no, the degree of
truthfulness in advertise+ent.
M%&i9 7"!1"8 found that the reveals that unhealth food li8e 3ast food advertising has
-eco+e a +aor concern especiall in food product advertising ,hich is targeted for
the children. It has -een o-served that there is a lac8 of advertisersL responsi-ilit as
the are not +uch concern a-out the ill effect of advertise+ent on the children. This
stud tries to understand the parental vie,point to,ards the unethical practices
carried out - the food product advertisers. The stud also atte+pts to find out
parentsL preferences of food ite+s for their children. This 0uantitative surve( ,hich
,as conducted in =aipur( highlighted the increasing ris8 associated ,ith too +an
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food advertise+ents that heavil rel on #ar8eting tric8s and advertising gi++ic8s to
attract children.
Si)/ et %&. 7"!1"8 suggested that the Parents are seen to +ediate +edia -ehaviour of their
children to protect the+ fro+ negative and undesira-le effects of advertising. The
nature of +ediation is also governed - age of children. #others of older children
pri+aril use active advertising +ediation and +others of ounger children use
restrictive +ediation strategies. It is also seen that +others +ediate the e@posure of
food ads +ore strongl in ounger children as co+pared to older children. When
parents tr to +ediate TV vie,ing the in dudgeon active +ediation or restrictive
+ediation. Active +ediation refers to discussion of +edia content ,ith children
,hich +a include the positive or negative aspects of +edia. As children ,atch lots
of TV ads ever da in India. The are e@posed to nu+erous co++ercials for food.
This in turn increases the propensit of consu+ing advertised foods. 3urther( e@cess
consu+ption of these unhealth foods is found to increase the incidence of health
disorders in children.
Mi*/+%)29;2/ proposed that teenagers re0uest for the product ,hich the have seen on the
TV and the insist their parents to -u that product. 3ro+ the coefficient analsis it is
predicted that the product ,hich are in high de+and - teenagers are snac8s and ice*
crea+( fast food ( -iscuit and ca8es( and so+eti+es the insist -adl their parents to
get that product. Whereas( the de+and for +il8 and fruits products are ver lo, and it
also have their lo, significance values. those teenagers ,ho ,atch TV +ore than t,o
hours are less to sho, interest in plaing sports li8e -as8et -all( cric8et( foot -all(
ccling( running( chess and hoc8e.
Kum%+ Suit% 7"!1#8the suggested that the children influence the fa+il purchase decision
and parent often value their opinion. It also i+pacts the food ha-it either -ecause of
unconsciousl ,atching TV or un8 food advertise+ents. epending upon ,or8ing
status( the e@posure of TV differs and hence the i+pact of TV advertise+ents.
Irrespective of the nu+-er of hours TV ,atched( the 8no,ledge a-out products does
not increase( -rings unhealth eating ha-its.
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B%/+%m et %&. 7"!1#8 the suggested that the social class influence on childs perception of
TV advertise+ent. The ,hole result sho, that the ,h so+e TV advertising are
attractive and that TV advertising effect to the childrens to,ards their interest and
desire. &o, a das all +ar8eters find out the factor and then the sho, o,n
advertise+ent for childrens. But childs perception a-out truthfulness of TV
advertise+ents ,asnt influenced - fa+il social class. The age at ,hich children
learn to perceive the ai+ of advertising is depended on their parents attitudes and
level of education and their teachers a-ilit to e@plain advertising ,ith children.
hildrenLs perception a-out TV ads is influenced - fa+il social class. Also( there
,as a significant positive relationship -et,een childrenLs social class and their
perception a-out ,h so+e TV ads are attractive.
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(HAPTER0#
S-oe o' t/e *tudy:
#ost of the research has focused on the e@tent to ,hich children are e@posed to
advertise+ents for food and -everages sho,n on television( especiall during
progra++ing designed to appeal to oung children. #ore recent studies are -eginning to
investigate advertise+ents in other venues( such as averaging on the internet and +agaDines
,ritten for children. 'ittle research has e@a+ined food and -everage advertising to children
in school environ+ents( da care centres( theatres( and other settings( and this is an i+portant
li+itation. %o,ever( studies sho, that television is still the +ain advertising +edia used to
reach children. A second i+portant li+itation to interpreting the research is the lac8 of
consensus on a definition of Nhealth foods and -everages. The nutrient profiles for
Nhealth and Nless health products developed - the food industr for voluntar standards
have -een criticiDed - the health sector. %o,ever( there is no consensus a+ong health
professionals( industr( consu+ers and govern+ent on a definition of Nhealth foods and
-everages or standardiDed criteria for categoriDing foods as Nhealth and Nless health
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(HAPTER02
Ob;e-ti5e o' t/e *tudy
;. To 8no, a-out the effects of TV advertise+ent on children.2. To analDe the e@tent television advertise+ents i+pacts children overall -uing.
(HAPTER0Re*e%+-/ Met/odo&oy
Re*e%+-/ met/odo&oy
The +ain o-ective of this stud is to find out( ho, children are influenced - the
advertise+ents especiall of confectionar products. There are -oth good and -ad i+pact of
advertise+ent.
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The focus of the stud is on effect of television advertise+ents on children ,ith special
reference to confectionar products and overall -uing -ehaviour of childrens ,hen the go
for shopping ,ith their parents and its i+pact on fa+il spending. An atte+pt has -een +ade
to 8no, the childrenLs a,areness a-out confectioner products G their advertise+ents( to
+easure the i+pact of advertise+ent of confectioner products on children.
escriptive research design ,as used as the stud follo,ed structured design ,ith
predeter+ined o-ectives G hpotheses. Well*structured uestionnaire has -een rando+l
ad+inistered to BPSfacult ),ho have children ? to ;6 "ears of Age/ to stud the i+pact on
fa+il spending. And a pla school going to -e select for the stud of children are influenced
- the advertise+ents especiall of confectionar products.
%ere ,e are going to conduct certain tpe of activities. Through ,hich ,e can stud the
influences of the advertise+ents on children.
D%t% +e
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(HAPTER0$
ANALYSIS AND INTERPRETATION
Parent Questionnaire analysis
1. (/i&d+e) i)*i*t to buy %+ti-u&%+ +odu-t
P%+ti-u&%+ +odu-t
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3re0uenc Percent Valid
Percent
u+ulative
Percent
Valid
&ever 7 7.9 7.9 7.9
Rarel ;; ;;.9 ;;.9 ;?.9
Occasionall
54 54.9 54.9 12.9
!suall 5; 5;.9 5;.9 ?5.9
Al,as ;7 ;7.9 ;7.9 ;99.9
Total ;99 ;99.9 ;99.9
3ro+ the a-ove ta-le and diagra+( less than ;9Q respondents said their children never insist
to -u particular product( ,hile ;2Q respondents said rarel( 54Q and 52Q respondents said
their children occasionall and usuall insist. And ;?Q respondents agreed their children
al,as insists there parents to -u particular product
2. hildren force to -u product advertised on TV and the accept to -u
=o+-e to buy % +odu-t
3re0uenc Percent Valid
Percent
u+ulative
Percent
Valid
&ever ;5 ;5.9 ;5.9 ;5.9
Rarel ;5 ;5.9 ;5.9 26.9
Occasionall
46 46.9 46.9 72.9
!suall 24 24.9 24.9
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3ro+ the a-ove ta-le and diagra+( +ore than 41Q respondents occasionall -u the product
,hile 25Qusuall -u it and less than 1Q al,as -u the product -ut less than ;1Qnever -u
the product
5. hildren create dra+a and getting angr
(+e%te d+%m%
3re0uenc Percent ValidPercent
u+ulativePercent
Valid
&ever <
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3ro+ the a-ove ta-le and figure it is coined that 2
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On the 0uestion of ,hether their hildren al,as do unnecessar purchasing( 29Q
respondents said hildren never do unnecessar purchasing ,hile ;5Q respondents said
their hildren al,as do unnecessar purchasing( 59Q said their hildren usuall dounnecessar purchasing and ;e)*e*
3re0uenc Percent Valid
Percent
u+ulative
Percent
Valid
&ever ;< ;
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On the 0uestion of ,hether their hildren de+and effects their +onthl e@penses( ;
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Influence .651-uing
intention.7;4
lo, nutritional .72;o-esit .?;9
un8 food .666Influence -
tos.7?5
#c or $3ifts .?9?%ug or IPod .77