INTRODUCTION

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 DEFINITION

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:
Do consumers feel that companies show ethical ads?

Purpose 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. 1

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 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 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 Use of celebrities in advertising may be unethical if celebrities dont the products or the price increases dramatically because of

other brands is not an acceptable act

use

endorsement 2

Unnecessary use of female models in advertising may be considered Females wearing revealing clothes in ads may be unethical due to the Promotion of products though doctors is unethical if the doctors

unethical depending on culture

same reason as above

havent undertaken a research on that product

PILOT 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 ethics in 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 of advertisements 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.

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 to affect 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 INTERVIEW ANALYSIS

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?

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 quickly started 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 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:

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 is made 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 regulatory authority 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 6

Medical experts shouldnt endorse products unless they have researched on it and are qualified for endorsements

ANALYSIS 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 The timing of the advertisement should be in accordance with the kind of Should not be misleading There should be an educational component attached with advertisement 7

product

viewers watching the TV at that particular time

as it is made for masses

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

HYPOTHESES
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 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 nonprobability 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. 8

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

Gender Male Age 20-25 26-35

Female 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 may choose more than one answer) o To create awareness about the product/service o To highlight product features and benefits o To give complete information about the product/service o To give true information about the product/service o To entertain viewers Q3. What do you think about ads, where female models are employed unnecessarily? o I dont have any problem with such ads o They are acceptable but to a certain extend o I am against such ads Q-4 With reference to the above question, how often do you come across such ads nowadays? o Yes, very often o Sometimes o No, not at all Q-5 What do you think about ads where female models are wearing revealing clothes? o I dont have any problem with such ads o I am against such ads Q-6 In your opinion are companies showing such ads nowadays? o Yes, to a great extent o Sometimes o No, not at all Q-7 With reference to THE above question, will you buy such a product/service? o I will definitely buy it o I might buy it o I will not buy it

Q-8 Do you think advertisements nowadays, give true information about the product/service? o Yes, they always do o Most of the time o Sometimes o Very few of the time o Never Q-9 Have you recently (in 3 months time) come across an ad where one brand has let down another brand in its advertisement? o Yes o No Q-10 If your answer is YES to the above question, please specify what you think about such ads? o I dont have any problem with such ads o I somewhat ok with such ads o I am against such ads Q-11 o o o o Do you think that use of celebrities to promote a product is right? Yes, it is right in any case Yes, it is right if the product is being used by the celebrity No, it is wrong if the product is not being used by the celebrity No, it is wrong in any case

Q-12 For which product, do you remember seeing an ad where a doctor is promoting that product? (You may choose more than one option) o Ice cream o Soap o Hair oil o Fast food o Lotion/cream o Soft drink o Toothpaste o Shampoo o Other ___________ Q-13 Have you ever purchased a product after being influenced by a doctor's recommendation in an advertisement? o Yes o No Q-14 If YES, did the product generate the promised results or outcomes by the doctor? o Yes o No Q-15 If NO, please specify why you havent purchased any such product up till now? o I never thought about it o I didnt have the need for that product o I dont trust doctors recommendations in advertisements

10

Thank you for your time!

11

GENDER
Frequency Valid Male Female Total 240 160 400 Percent 60.0 40.0 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

Mean 1.4 - Std. Deviation 0.4905

Purpose:

The purpose of identifying gender was to highlight which gender was comfortable answering our questionnaire more than the other.

Findings:

The above data and pie chart depicts there were 60% male and 40% female respondents to our questionnaires. Although we tried, females seemed a little reluctant towards filling in the questionnaires.

Reasoning:

Definitely not because of the topic or type of questions, may be because they tend to be relatively busier within their homes rather than outside.

12

AGE
Frequency Valid 20-25 26-35 36-45 46 and above Total 255 65 50 30 400 Percent 63.8 16.3 12.5 7.5 100.0 Valid Percent 63.8 16.3 12.5 7.5 100.0 Cumulative Percent 63.8 80.0 92.5 100.0

Mean 1.64 - Std. Deviation 0.97

Purpose:

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

Findings:

For now, the above data and pie chart portrays a high number of young respondents to our questions i.e. 64% of the respondents were within 20 to 25years of age. With the increase in age, the number of respondent decreases, i.e. 16%, 12% and 8% for age brackets of 26-35, 36-45 and 46 above respectively.

Reasoning:

Two reasons were observed: 1. Lack of awareness about media (advertisement) tactics 2. Low response turnover

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1. Definition Of Ethics In Advertisement

Frequency Percent Valid Meeting values Meaningful advertisement No comparative advertisement Concern for underage viewers True information No exploitation of women Consumer rights Ethics not applicable Total 69 41 35 33 102 37 32 51 400 17.3 10.3 8.8 8.3 25.5 9.3 8.0 12.8 100.0 Valid Cumulative Percent Percent 17.3 17.3 10.3 27.5 8.8 36.3 8.3 44.5 25.5 70.0 9.3 79.3 8.0 87.3 12.8 100.0 100.0

Mean 4.38 - Std. Deviation 2.303

Purpose:

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

Findings:

Respondents idea of ethicality depends highly on whether the information is truly being conveyed to them or not, whereas a minority of 8% each also gave importance to issues like concern for underage viewers and customer rights as ethical and that ads are ethical if they depicts them.
True information Meeting values Meaningful advertisement No exploitation of women Ethics not applicable No comparative advertisement Concern for underage viewers Consumer rights 26% 17% 10% 9.0% 13% 9.0% 8.0% 8.0%

14

2. Purpose of Advertisement
Frequency Percent Valid Create awareness Highlight product features give complete info Give complete info Entertainment Total 286 56 34 20 4 400 71.5 14.0 8.5 5.0 1.0 100.0 Valid Percent 71.5 14.0 8.5 5.0 1.0 100.0 Cumulative Percent 71.5 85.5 94.0 99.0 100.0

Mean 1.5 - Std. Deviation 0.9177

Purpose:

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

Findings:

The above data and pie chart depicts the 71% of the consumers find advertisements to be responsible of creating awareness. 14% were of the view that ads are to highlight product features. The remaining thought of advertisements as responsible of giving complete information about the products, true information about the products and entertainment source with 9%, 5% and 1% respectively.

Reasoning:

71%, a majority of people have generalized idea of advertisements i.e. to create awareness. Apart from them people associated with business studies and being in the office work environment highlighted in depth purposes of ads in their minds.

15

16

3. Opinion about Ads with Unnecessary Female Models

Frequency Valid No problem Acceptable to certain extent Against it Total 134 192 74 400 Percent 33.5 48.0 18.5 100.0 Valid Percent 33.5 48.0 18.5 100.0 Cumulative Percent 33.5 81.5 100.0

Mean 1.8500 - Std. Deviation .7062

Purpose:

To know a generalized idea of viewers towards female models working in advertisements

Findings:

Although 33% of the respondents have no problem with female working in ads but a major chunk of 48% find it to be acceptable to a certain extent only, whereas 19% of them were totally against it.

Reasoning:

1. The 33% was of the upcoming youth, being more of a broader view about working women find females models to be as equal as male models in ads, talking about Equal job opportunities. 2. The 19% which was totally against were highly from higher age groups who might have not accepted female presence in media as yet. 3. The group of 48% which accepted it to a certain extent seems to be of a view that female models can be employed only if necessary and not in every other ad.

17

4. Frequency of Ads with Female Models

Mean 1.3975 - Std. Deviation 0.5877

Valid

Very often Sometimes Never Total

Frequency Percent Valid Percent Cumulative Percent 262 65.5 65.5 65.5 117 29.3 29.3 94.8 21 5.3 5.3 100.0 400 100.0 100.0

Purpose:

To know how often have they found UNNECESSARY involvement of females in advertisements in their perception?

Findings:

The above data and pie chart illustrates that 66% of the respondents have found females to be unnecessarily being employed in ads. Only a 9% doesnt find it unnecessary whereas the rest find so at times.

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 Revealing

Clothes
Frequency Percent Valid No problem Against Total 210 190 400 52.5 47.5 100.0 Valid Cumulative Percent Percent 52.5 52.5 47.5 100.0 100.0

Mean 1.4750 - Std. Deviation 0.5000 18

Purpose:

To know viewers perception about female models with revealing clothes.

Findings:

52% of the respondents didnt find any problem with female models being advertised with revealing cloths whereas 48% do find it unacceptable.

Reasoning:

Reason being the sensitivity of female towards female models working in advertisements with revealing clothes is more than that male.

6. Are Companies Showing Such Ads?

Frequency Percent Valid Yes, to great extent Sometimes Not at all Total 226 161 13 400 56.5 40.3 3.3 100.0 Valid Percent 56.5 40.3 3.3 100.0 Cumulative Percent 56.5 96.8 100.0

Mean 1.4675 - Std. Deviation 0.5610

19

Purpose:

To know how frequently viewers encounter female models in advertisements with revealing clothes.

Findings:

57% of the respondents have observed ads with female models with revealing clothes, whereas 40% did not notice any such thing

Reasoning:

Reason being the sensitivity of female towards female models working in advertisements with revealing clothes is more than that male which would later be proven as well.

8. Do Companies Give True Info In Ads?

Frequency Percent Valid Yes, always Mostly Sometimes Rarely Never Total 18 105 155 102 20 400 4.5 26.3 38.8 25.5 5.0 100.0 Valid Percent 4.5 26.3 38.8 25.5 5.0 100.0 Cumulative Percent 4.5 30.8 69.5 95.0 100.0

Mean 3.0025 - Std. Deviation 0.9485

20

Purpose:

To know how much of people have found ads showing True Information in what frequency.

Findings:

A majority of 39% have sometimes actualized the promised information about the products in ads. Whereas two groups of 26% each found true information being depicted mostly and rarely respectively. Only a minority of 5% and 4% were of neg. and positive extreme views about the honesty of ads.

Reasoning:

As a matter of fact, advertisements are made in a way to simply highlight whats good and hide what might not be appreciated.

9. Have you recently (in 3 months time) come across an ad where one brand has let down another brand in its advertisement?
Frequency Percent Valid Yes No Total 267 133 400 66.8 33.3 100.0 Valid Cumulative Percent Percent 66.8 66.8 33.3 100.0 100.0

Mean 1.3325 - Std. Deviation 0.4717

21

Purpose:

To identify if respondents know about comparative advertisement and whether have they observed it in past three months.

Findings:

67% of the people know what comparative advertising is and have observed it being advertised whereas the rest of them did not seem to observe it, at least in past three months.

Reasoning:

Since we had more male respondents, and they belonged to either business studies or are working in offices, they have a previous knowledge of comparative advertisement.

10. Perception about comparative ads

Frequency Percent Cumulative Percent No problem 187 70 70 Against 80 30 100.0 Total 267 100.0

Valid

Mean 1.0075 - Std. Deviation 0.6955

N Problem o Against

Purpose:

To know the reaction of consumers about comparative ads and to identify if its an ethical issue or not 22

Findings:

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

11. Opinion about celebrity endorsement

Frequency Percent Valid Yes, right in any case Yes, if Celebrity uses product No, if Celebrity doesn't use No, wrong any case Total 185 138 45 32 400 46.3 34.5 11.3 8.0 100.0 Valid Cumulative Percent Percent 46.3 46.3 34.5 80.8 11.3 92.0 8.0 100.0 100.0

Mean 1.8100 - Std. Deviation 0.9279

Purpose:

To know their reaction about celebrity being endorsed for a product and to check if its an ethical aspect

Findings:

81% respondents have no issues with celebrities being endorsed, out of which 35% are of the same opinion if its ACTUALLY being used by the celebrity.

12. Doctors Promoting Products

Frequency Percent Valid Ice cream Soap Hair oil Fast food Lotion/cream Soft drink Toothpaste Shampoo 35 219 23 4 15 11 81 6 8.8 54.8 5.8 1.0 3.8 2.8 20.3 1.5 Valid Cumulative Percent Percent 8.8 8.8 54.8 63.5 5.8 69.3 1.0 70.3 3.8 74.0 2.8 76.8 20.3 97.0 1.5 98.5

23

Medicine Total

6 400

1.5 100.0

1.5 100.0

100.0

Mean 3.4200 - Std. Deviation 2.3015

Purpose:

To know for which ads can customers recall products being promoted by doctors?

Findings:

Soap received a 55% recall and toothpaste got the 2nd highest recall of 20%

7. Will you buy product in above situation?

Valid Frequency Percent Valid Percent Cumulative Percent 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

Mean 1.87 - Std. Deviation 0.5037

24

Purpose:

To know if consumers feel like buying the products being advertised by female models with revealing clothes.

Findings:

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

Reasoning:

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

13. Purchased Product After Doctor's Recommendation?

Frequency Percent Valid Yes No Total 114 286 400 28.5 71.5 100.0 Valid Cumulative Percent Percent 28.5 28.5 71.5 100.0 100.0

Mean 1.8950 - Std. Deviation 1.2581

Purpose:

To know if consumers buy products after being referred by celebrities

Findings:

72% do not buy products after being recommended by doctors whereas a minority of 28% does.

14. Product Generate Promised Results

Frequency Percent Cumulative Percent

25

Yes No Total

66 48 114

57.89 42.11 100

57.89 100 100

Purpose:

To know if the consumers were correctly recommended

Findings:

Out of 114 respondents who buy products after doctors recommendation, 58% found them to be true whereas 42% or 48 of them did not find so.

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

Never thought about it Didnt need the product Dont trust Doctors Total Frequency 80 69 137 286 Percent 27.97 24.12 47.9 100 Cumulative Percent 27.97 52.09 100 100

Purpose:

To know why do respondents, if, not buy products where doctors recommend them to

Findings:
26

Surprisingly, a majority of 48% do not even trust doctors recommendation and 28% do not even give it a thought. A 24% minority never felt the need of buying such product.

27

HYPOTHESIS TESTING
H1: Employment of Unnecessary Female Models Is Considered Do Be Ethical
i. iii. Ho: p = 0.3 HA: p < 0.3 Test Static z = p p pq n Computation No problem = 0.335 To certain extent = 0.480 Against it = 0.185 z = 0.185 0.3 z = - 5.923 0.185 0.815 400 95% Conclusion It is Ethical Dont reject ho vii. (Unethical) (Ethical) ii. Level of significance = 5% Critical Region We reject Ho: if Z cal <-1.645

iv.

v.

vi. Decision Since the calculated value fall in critical region so we reject our Ho:

H2: Female wearing reveling clothes in advertisements is unethical

i. iii. Ho: p = 0.3 HA: p < 0.3 Test Static z = p p pq n Computation No problem Against it z = 0.475 0.3 z=7 = 0.525 = 0.475 Dont reject ho 95% vii. Conclusion It is Unethical 28 (Unethical) (Ethical) ii. iv. Level of significance = 5% Critical Region We reject Ho: if Z cal <-1.645

v.

0.475 0.525 400

vi.

Decision Since the calculated values dont fall in critical region so we

dont reject our Ho:

29

H3: Advertisements not giving complete information about the product are considered to be unethical
i. Ho: HA: p = 0.3 p < 0.3 (Unethical) (Ethical) ii. Level of significance = 5% Critical Region We reject Ho: if Z cal <-1.645

iii.

Test Static z = p p pq n Computation No problem Against it z = 0.692 0.3 z = 17.04 = 0.308 = 0.692 0.692 0.308 400

iv.

v.

Dont reject ho vii. 95% Conclusion It is Unethical

vi.

Decision Since the calculated values dont fall in critical region so we dont reject our Ho:

H4: Competitive advertisements are unethical.

i. Ho: p = 0.3 HA: p < 0.3 Test Static z = p p Computation No problem = 0.755 Against it = 0.245 z = 0.245 0.3 0.245 0.755 400 z = -2.55 vi. Decision vii. Dont reject ho 95% (Unethical) (Ethical) ii. iv. pq n Level of significance = 5% Critical Region We reject Ho: if Z cal <-1.645

iii.

v.

Conclusion 30

Since the calculated value fall in critical region so we reject our Ho!

It is Ethical

H5: Celebrity endorsement (Ethical)

It is evident from pie chart of Q 11 of questionnaire

H6: Doctors coming on advertisements are unethical

i. iii. Ho: HA: p = 0.3 p < 0.3 (Unethical) (Ethical) ii. Level of significance = 5% Critical Region We reject Ho: if Z cal <-1.645

Test Static z = p p pq n Computation No problem 0.5375 Against it 0.4625 z = 0.4625 0.3 z = 6.51

iv.

v.

= =

0.4625 0.5375 400 95% Conclusion It is Unethical

Dont reject ho vii.

vi.

Decision Since the calculated values dont fall in critical region so we

31

dont reject our Ho:

32

MH1: Companies are showing unethical ads to a great extent. Sub Hypothesis A: Companies are showing lot of ads with female models wearing revealing clothes
I. Ho: p = 0.5 HA: p < 0.5 II. III.
= 5%

Level of significance Test Static

z = p p

pq n

IV. Critical Region We reject Ho: if Z cal <-1.645 V. No problem Against it

z = 0.565 0.5

Computation = 0.435 = 0.565

0.565 0.435 400

z = 2.622 VI. Decision Since the calculated value doesnt fall in critical region so we dont reject our Ho: VII. Conclusion They are extremely showing ads where female models are wearing revealing clothes

33

Sub Hypothesis B: Companies are showing lot of ads that are not giving true information (misleading) (Need not to be tested because of Q-1 graph)

Sub Hypothesis C: Companies are showing lots of ads that are employing doctors. This can be proved from graph. Most often for soap

34

Mega Hypothesis proved:

Companies are frequently showing ads which consumers perceive to be unethical.

35

Mega Hypothesis 2: Gender affects perception of ethicality in ads where female models are involved Sub Hypothesis A: Ethicality of ads in terms of unnecessary female models is dependant upon gender
i. Ho: There is no association between gender and perception of Ethicality (Independent) HA : There is an association (dependant) Test Static 2 = (Oi Ei )2 ii. Level of significance = 5%

iii.

iv. Ei

Critical Region If calculated value of chi-square is greater then 5.991, we reject Ho Ei=(c*r)/t

v.

Computation No Problem Oi Ei M F Tot al 92 42 13 4 80. 4 53. 6 To Certain Extent Oi Ei 10 9 83 115 .2 76. 8

Against O i 3 9 3 5 7 4 Ei 44. 4 29. 6

Tota l 240 160 400

19 2 2= 6.66 vii.

vi.

Decision Since the calculated value fall in critical region so we reject our Ho:

Conclusion This means "that gender does affects perception of ethicality in such a case"

36

B) Ethicality of ads in terms of female models wearing reveling cloths is dependant upon Gender
i. Ho: There is no association between gender and perception of Ethicality (Independent) HA:There is an association (dependant) Test Static 2 = (Oi Ei )2 ii. Level of significance = 5%

iii.

iv. Ei

Critical Region If calculated value of chi-square is greater then 3.841, we reject Ho

v.

Computation No Problem Oi Ei 14 126 2 68 84 21 0 Agains t Oi Ei 98 11 4 92 76 19 0 Total 240 160 400 Ei=(c*r)/t

M F Total

2= 10.7 vi. Decision vii. Conclusion Since the calculated value fall in critical This means "that gender does region so we reject our Ho: affects perception of ethicality in such a case"

Mega Hypothesis proved Gender affects perception of ethicality in ads where female models are involved or in other words there is an association between gender and perception of ethicality

Mega Hypothesis proved: Companies are

frequently showing ads which consumers perceive to be unethical.

37

Mega Hypothesis 3: Females are more sensitive and against having female models in advertisement. Sub Hypothesis A) Females are more sensitive and against having unnecessary female models in advertisements as compared to males.
i.

Ho: P1-P2 = 0 HA: P1>P2 Level of significance

= 5%

P1=females P2=males

ii.

iii.

Test Static
z = ( P1 P 2) ( P1 P 2) 1 1 PcQc( ) n1 n 2

iv.

Critical Region We reject Ho: if Z cal >1.645

v.

Computation P1 P2 = 0.218 = 0.165

0.185 0.815( 1 1 ) 160 240

z = (0.218 0.615) (0)

z = 1.34 vi. Decision Since the calculated value doesnt fall in critical region so we dont reject our Ho: vii. Conclusion

38

Females are less sensitive on issue of unnecessary female models

39

Sub Hypothesis B) Females are more sensitive and against those ads where female models are wearing revealing clothes as compared to males.
i. Ho: P1-P2 = 0 HA: P1>P2 P1=females P2=males

ii.

Level of significance
= 5%

iii.

Test Static
z = ( P1 P 2) ( P1 P 2) 1 1 PcQc( ) n1 n 2

iv.

Critical Region We reject Ho: if Z cal >1.645

v.

Computation
P1 P2 = 0.575 = 0.408 z = (0.575 0.408) (0) 0.475 0.525( z = 6.68

1 1 ) 160 240

vi.

Decision Since the calculated value fall in critical region so we reject our Ho:

vii.

Conclusion Females are more against those ads which employ female models wearing revealing clothes as compared to males.

Mega Hypothesis proved: Females are not

sensitive and against having female models being
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unnecessarily employed in advertisement but they are sensitive and against as compared to males if they are wearing revealing clothes

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CONCLUSION
We hereby conclude all our research and findings. Its been a long analyzing journey from analyzing theory to making up of problem statement, from problem statement to generating research purposes, from exploratory research to focus groups to interviews to questionnaires to hypotheses testing and finally analyzing them all to have the following results:

Unnecessary employment of female models is considered ethical Female models promoting a product in revealing clothes is considered unethical Ads that are misleading or do not provide complete and true information about products are considered unethical Comparative advertising is ethical Celebrity endorsement is ethical Doctors promoting products in ads is considered unethical The concept of ethicality will affect the purchase decision negatively of only 7% of the respondents. The remaining 73% might buy the product and 20% will definitely but it. Ethically speaking, just like any other research this research do hold some limitations to it. Time is a universal constraint. Every one believes that any thing in this world can be done better if one can have a 25 th hour in a day and not very surprisingly so do we. Non-response bias is another constraint we had to face. People, who have given their 46 or more years to this world, have been busy at their executive seats and couldnt get time to fill our questionnaires on their tables.
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Apart from this we have worked harder each day with all honesty to give you this piece of information. Hope you had a nice time going through the research.

RECOMMENDATIONS
On 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. show untrue information about the Dont
3.

products. Show only what you can provide. Comparative advertising is a new trend. Having celebrities is not unethical but You can keep up with it. 4. 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 of negatively affects the purchase

ethicality

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. because Not only because they should but its the obligation of any good

organization to be socially responsible

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