AUTHORIZATION

I do hereby declare that the project work entitled Advertising effectiveness in different Media: A comparison of Web and Television Advertising is an original and bona fide work done by Mr. Deepak Sharma, student of Amity University Haryana. This report is being submitted in partial fulfillment of the requirement of Masters of Business Administration (MBA) program from Amity University Haryana.

DEEPAK SHARMA

ACKNOWLEDGEMENT
Words are indeed inadequate to convey my deep sense of gratitude to everybody. This project is an outcome of all the efforts and co-ordination of various people to whom I shall always remain grateful. In this present world of competition there is a race of existence in which those who are having will to come forward will succeed. Project is a bridge between practical and theoretical working, by knowing this fact I have committed myself for the project. I am highly indebted to Shradha Awasthi mam (my project guide) who has set the ball rolling to understand each and every minute details of project. She has been a source of inspiration through his constant guidance, personal interest, prompt assistance, valuable interest, encouragement and untiring help. I convey my sincere thanks to her. In spite of her busy schedule, he always found time to guide me. I am very much obliged to her. The experience was novel one and I would like to thanks my family members and my friends for their support and encouragement to carry out this work on time. I would also like to thanks all those people whose advice and guidance has been of immense importance for the completion of research report.

Content

SR. NO.

TOPIC

PAGE NO.

CHAPTER 1

INTRODUCTION TO THE STUDY

3-9

CHAPTER 2

MAJOR TYPE OF MEDIA FOR ADVERTISING

14 - 25

CHAPTER 3 CHAPTER 4

ADVERTISEMENT EFFECTIVENESS THE STUDY

26 - 27

CHAPTER 5

RESEARCH METHODOLOGY

28 - 29

CHAPTER 6

ANALYSIS & INTERPRETATION 30 - 50

CHAPTER 7

FINDINGS

51 - 52

CHAPTER 8

LIMITATIONS BIBLIOGRAPHY

53 54

CHAPTER 9

55 - 56

CHAPTER-1
INTRODUCTION &THE PROCESS OF ADVERTISING

1.1 Advertising: An Introduction The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and "verto" meeting towards and "verto" meaning. "I turn literally specific thing". Simply stated advertising is the art "says green." Advertising is a general term for and all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts device. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying and in general to bring together the man with something to sell and the man who has means or desires to buy". Advertising has been defined by different experts. Some of the quoted definition are : American marketing association has defined advertising as "any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. The medium used are print broad cast and direct. Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Advertising is any paid form of non personal paid of presentation of ideas goods or services by an identified sponsor. Advertising is a "non- personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. In developing an advertising programme, one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5M (mission, money message, media and measurement) of advertising.

1.2Basic Features of Advertising

On the basis of various definitions it has certain basic features such as: 1. 2. 3. 4. 5. It is a mass non-personal communication. It is a matter of record. It persuades buyers to purchase the goods advertised. It is a mass paid communication. The communication media is diverse such as print (newspapers and magazines)

6. It is also called printed salesmanship because information is spread by means of the written and printed work and pictures so that people may be induced to act upon it.

1.3 Functions of Advertising

For many firms advertising is the dominant element of the promotional mix particulars for those manufacturers who produce convenience goods such as detergent, non prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by maters of automobiles, home appliances, etc, to introduce new product and new product features its uses its attributes, pt availability etc. Advertising can also help to convince potential buyers that a firms product or service is superior to competitors product in make in quality, in price etc. it can create brand image and reduce the likelihood of brand switching even when competitors lower their prices or offer some attractive incentives. Advertising is particularly effective in certain other spheres too such as : i) ii) iii) iv) When consumer awareness of products or service is at a minimum. When sales are increasing for all terms in an industry. When a product is new and incorporates technological advance not strong and. When primary buying motive exists.

It performance the following functions: i) ii) iii) iv) v) Promotion of sales Introduction of new product awareness. Mass production facilitation Carry out research Education of people.

1.4 Types of Advertising

Broadly speaking, advertising may be classified into two categories viz., product and institutional advertising. a) Product Advertising

The main purpose of such advertising is to inform and stimulate the market about the advertisers products of services and to sell these. Thus type of advertising usually promotes specific, trended products in such a manner as to make the brands seam more desirable. It is used by business government organization and private non-business organizations to promote the uses features, images and benefits of their services and products. Product advertising is sub-divided into direct action and indirect action advertising, Direct action product advertising wages the buyer to take action at once, ice he seeks a quick response to the advertisement which may be to order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in response to prince reduction during clearance sale. Product advertising is sub-divided into direct & indirect action advertising & product advertising aims at informing persons about what a products is what it does, how it is used and where it can be purchased. On the other hand selective advertising is made to meet the selective demand for a particular brand or type is product.

b)Institutional Advertising: It is designed to create a proper attitude towards the sellers to build company image or goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind and to implant feeling favorable to the advertisers company. Its assignment is to make friends for the institution or organization. It is sub-divided into three categories: patronage, public, relations and public service institutional advertising. i) In patronage institutional advertising the manufacturer tells his prospects and customer about himself his policies and lives personnel. The appeals to the patronage motivation of buyers. If successful, he convinces buyers that his operation entitles him to the money spent by them. ii) Public relations institutional advertising is used to create a favorable image of the firm among employees, stock-holders or the general public. iii) Public service institutional advertising wages public support.
8

c)

Other Types: The other types are as follows:

i) ii) iii) iv)

Consumer advertising Comparative advertising Reminder advertising Reinforcement advertising

1.5 Advertising objectives

The long term objectives of advertising are broad and general, and concern the contribution advertising should make to the achievement of overall company objectives. Most companies regard advertising main objective as that of proving support to personal selling and other forms of promotion. But advertising is a highly versatile communications tools and may therefore by used for achieving various short and long term objectives. Among these objectives are the following: 1. 2. 3. 4. 5. To do the entire selling job (as in mail order marketing). To introduce a new product (by building brand awareness among potential buyers). To force middlemen to handle the product (pull strategy). To build brand preference 9by making it more difficult for middleman to sell substitutes). To remind users to buy the product (retentive strategy).

6. To publicize some change in marketing strategy (e.g., a price change, a new model or an improvement in the product). 7. 8. To provide rationalization (i.e. socially acceptable excuses). To combat or neutralize competitors advertising.

9. To improve the moral of dealers and/or sales people (by showing that the company is doing its share of promotion). 10. To acquaint buyers and prospects with the new uses of the product (to extend the PLC).

1.6 Benefits of Advertising The functions of advertisement, and that purpose its ethics, may be discussion below: 1. It Advertisements to cheaper prices. "No advertiser could live in the highly competitive arena of modern business if his methods of selling were more costly than those of his rivals." 2. It acquaints the public with the features of the goods and advantages which buyers will enjoy. 3. It increases demand for commodities and this results in increased production.

Advertising: a) b) c) d) Creates and stimulates demand opens and expands the markets; Creates goodwill which Advertisements to an increase in sales volume; Reduces marketing costs, particularly product selling costs. Satisfied consumer demands by placing in the market what he needs.

4. It reduces distribution expenses in as much as it plays the part of thousands of salesman at a home. Information on a mass scale relieves the necessity of expenditure on sales promotion staff, and quicker and wider distribution Advertisements to diminishing of the distribution costs. 5. It ensures the consumers better quality of goods. A good name is the breath of the life to an advertiser. 6. By paying the way for large scale production and increased industrialization, advertising contributes its quota to the profit of the companies the prosperity of the shareholder the uplifts of the wage earners and the solution of the unemployment problem. 7. It raises the standard of living of the general public by impelling it to use to articles of modern types which may add to his material well being. "Modern advertising has made the luxuries of yesterday the necessities of today. It is a positive creative force in business. It makes two blades of grass grow in the business world where one grew before. 8. It establishes the goodwill of the concern for the test articles produced by it and in course of time they sell like not cakes consumer search for satisfaction of their needs when they purchase goods what they want from its beauty, superiority, economy, comfort, approval, popularity, power, safety, convenience, sexual gratification and so on. The manufactures therefore tries to improve this goodwill and reputation by knowing the buyer behavior.

10

To sum up it may be said that advertising aims at committing the producers, educating the consumer, supplementing the salesman converting the producer and the dealer to eliminate the competitor, but above all it is a link between the produce and the consumer.

1.7 Why & when to advertise Advertising as a tool to marketing not only reaches those who buy , but also those whose opinions or authority is counted for example a manufacturer of marble tiles and building boards advertises not only to people who intend to build houses but also to architect and engineers. While the manufacturers of pharmaceuticals products advertise to doctors as well as to the general public. At time it is necessary for a manufacturer or a concern to advertise things which it does not sell but which when sold stimulates the sales of its own product. There are concerns like electric heaters, iron etc. because the use of these increases the demand for their products. Advertising should be used only when it promises to bring good result more economically and efficiently as compared to other means of selling. There are goods for which much time and efforts are required in creating a demand by sending salesman to prospective buyers than by simply advertising them. In the early days of the cash register in America it was sold by specially trained salesman who called on the prospective users and had the difficult task of convincing them that they could no longer carry on with the old methods, and that they urgently needed a cash register. In our country certain publishers have found it less costly to sell their books by sending salesman from house to house among prospective buyers than to advertise them. In these two examples the cost of creating demand would be too high if attempted by advertising alone under such circumstances advertising is used to make the salesman acceptable to the people they call upon to increase the confidence of the public in the house. Naturals when there are good profits competitors will be attracted and they should be kicked out as and when sufficient capital is available by advertising on a large scale. Immediate result may not justify the increased expenditure but it will no doubt secure future sales.

11

CHAPTER 2
Major types of media for advertising

12

MAJOR TYPES OF MEDIA FOR ADVERTING Newspaper advertising Magazine advertising Television advertising Radio advertising Outdoor advertising Web advertising

2.1 Print media Print media are those media that deliver messages one topic at a time and one thought at a time. Because of structured nature of print message delivery people tend to trust print more than broadcast media. Print media also targets audiences selectively. There are different kinds of print media which are as follows:

Newspaper advertising National newspapers - These are still traditionally categorized, from the media buyer's viewpoint, on the basis of class; even though this is of declining importance to many advertisers. `Quality' newspapers for example, tend to have a readership profile of in excess of 80 per cent of ABC1 readers, though it is more difficult to segment readerships by age categories. They are obviously best matched to national advertisers who are happy with black and white advertisements, although colour is now available - and high-quality colour is available in some supplements. National newspapers in general, and the quality Press in particular, are supposed to carry more `weight' with their readers (since they are deliberately read, not treated just as `background'); so that an advertisement placed in one is taken more seriously than a comparable one in a regional newspaper, although it may be more transitory (since it is not kept for reference as some local weeklies may be).

Regional newspapersThese may be dailies, which look and perform much like the nationals, or weeklies, which are more specialized, though they dominate the classified advertising market. There is usually much more advertising competing for the reader's attention, and the weekly newspaper is now largely the province of the 'free-sheet'typically delivered free to all homes in a given areawhich earn revenue from their high proportion of advertising, and accordingly having the least `weight' of all.

13

ADVERTISING IN NEWSPAPERS Classifieds It generally consists of all types of commercial messages arranged according to their interest to readers such as property for sale or car for sale etc. It represents approximately 40 % of total advertising revenue. Display Display Advertisements can be any size and placed anywhere in the newspaper except editorial page. It is further divided into two sub-categories: local and national display advertising. National and international businesses, organisation and celebrities run national display Advertisements. Local businesses, organisations that pay lower local advertising rate place local display Advertisements. Supplements Newspaper can carry both national and local advertising. Supplements are syndicated or local full-colour advertising inserts that appear throughout the week and especially in Sunday edition of newspapers. Independent publishers create and distribute syndicated supplements to newspapers throughout the country. Either one newspaper or group of newspapers in the same area produces local supplements. MAGAZINES These offer a more selective audience (which is more `involved', with the editorial content at least). Magazines are traditionally categorized into general interest, special interest and trade or technical. The advertiser will, therefore, be able to select those that match the specific profile demanded by the advertising strategy. The weight, or `authority', of magazines is correspondingly high, and they may be kept for a considerable time for use as reference - and passed to other readers (so that `readership' figures may be much higher than `circulation' figures). They can offer excellent color printing; but, again, the clutter of many competing advertisements may reduce the impact of the advertiser's message. Trade and technical - In the trade and professional fields there are now a significant number of 'controlled circulation' magazines. These are like the `free Press', in that they are delivered free to the recipients; but, at least in theory, those recipients should have been carefully screened to ensure that they are of value to the advertisers - and the circulation can, if properly controlled, represent a wide cross-section of the buyers, and influencers, in the advertiser's target audience. The rates for positioning are usually more varied than for newspapers, with premiums being paid for facing editorial matter and, of course, for color.

14

2.1 OUT-OF-HOME ADVERTISING The outdoor portion was easy: there were about 8 and 30 sheet posters and painted bulletins. Not so anymore. Even the name of the medium has changed. No longer called outdoor advertising, it is now out-of-home advertising and it includes everything from billboards to hot air balloons. Out-of-home advertising usually comes in two forms: billboards and transit posters. Like yellow page Advertisements, outdoor advertising is usually used to support advertisements placed in other media.Perhaps the greatest strength of outdoor advertising is as a directional marker to point customers toward your business. Since the prospective consumer often has only fleeting exposure to billboards and transit posters, the advertising copy written for these media needs to be brief with the ability to communicate ideas at a glance; this, of course, requires efficient use of graphics and headings.

2.3 BROADCAST MEDIA ADVERTISING Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles. Television This is normally the most expensive medium, and as such is generally only open to the major advertisers, although some regional contractors offer more affordable packages to their local advertisers. It offers by far the widest coverage, particularly at peak hours (roughly 7.00 10.30 p.m.) and especially of family audiences. Offering sight, sound, movement and colour, it has the greatest impact, especially for those products or services where a 'demonstration' is essential; since it combines the virtues of both the 'story-teller' and the `demonstrator'. To be effective, these messages must be simple and able to overcome surrounding family life distractions especially the TV remote. Television is relatively unselective, and offers relatively poor coverage of upper class and younger age groups. Being regionally based, however, it can be used for regional trials or promotions (including test markets).

15

Radio advertising Radio advertising has increased greatly in recent years, with the granting of many more licenses. It typically generates specific audiences at different times of the dayadults at breakfast, housewives, and commuters during rush hours. It can be a cost-effective way of reaching these audiencesespecially since production costs are much cheaper than television, though the lack of visual elements may limit the message. In radio advertising we need to identify the timing of radio listeners, like many people listen on time when they are stuck with the traffic, and many of the listeners they listen at night time. Web advertising It is a form of advertising that uses World Wide Web and internet for the expressed purpose of delivering marketing to attract customers. The example of web advertising includes search engine result pages, rich media, social networking Advertisements, institutional Advertisements, classifieds advertising, e-mail advertising including e-mail spam. One advantage of advertising is immediate publishing of information is not limited to geography or time. Another advantage is benefit of advertiser investment.

16

CHAPTER 3
Advertisement effectiveness

17

Advertising will only survive and grow if it focuses on being effective. All advertisers are expecting specific results, based on their stated objectives. Clients expect proof, and, for the most part, that proof must lead to or actually produce sales (Richard Vaughan, 1986). Advertising must be effective. It must achieve its objectives. Each advertisement can be made effective only when its explicit objectives should drive the planning, creation, and execution. Advertisement should work with other forms of marketing communication to reach customers. Only the advertiser and the supporting advertisement agency know whether the advertisement campaign reached its objectives, and whether the advertisement truly was worth for the money invested. Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle & Saunders, 1990). Effective advertisement's characteristics work on two levels. First one is advertisers should satisfy consumer's objectives by engaging them and delivering a relevant message. The other one is the advertisements must achieve the advertiser's objectives. Initially, a consumer may be interested in watching an advertisement for its entertainment value or to satisfy his/her curiosity. If the advertisement is sufficiently entertaining, customer may remember it. However, customer may then learn that the advertisement relates to a personal need and provides relevant information for that need. Further, advertisements may reinforce consumer product decisions and remind how one's needs have been satisfied. The advertiser's objectives differ from the consumer's. Ultimately, advertisers want consumers to buy and keep buying their goods and services. To move consumers to action, they must gain their attention. They must then hold their interest long enough to convince them to change their purchasing behavior, try their product, and stick with their product. The campaign's humor means that it is likely to satisfy the viewer's curiosity and need for entertainment. The consumer will probably remember the advertisement, and because it is such a likeable campaign it will reinforce the good feelings or satisfaction of consumers. Strategy, creativity, and execution are the three broad dimensions that characterize effective advertising. Therefore, effective advertisements must connect these three elements. Every effective advertisement implements a sound strategy. The advertiser develops the advertisement to meet specific objectives, carefully directs it to certain audience, creates its
18

message to speak to that audience's most important concerns, and runs it in media like print, TV, or the internet, that will reach its audience most effectively. The creative concept is the advertisement's central idea that grabs consumer attention and sticks in memory of the consumer. Effective advertisements are well executed. That means the details, the photography, setting, printing, and the production values all have been fine-tuned. Many of these techniques are standard in the industry. So these three conditions must be met for an advertisement to be considered effective.

19

CHAPTER 4
THE STUDY

20

This study presents the results of a survey focusing on a comparison between the effectiveness of advertisements in two different media, namely the Internet/Web and television. Advertising on the Web and in the traditional media have both advantages and disadvantages. The Web is increasingly becoming popular and is emerging as an important tool for advertisers and marketers, in competition with the traditional media. While research in the past has focused on the effectiveness of the Internet as an advertising medium, there is a dearth of research on the comparative effectiveness of Web and television advertising. This study aims to fill the gap through a survey of responses from customers who are users of both media. Based on a literature survey, the paper formulates various hypotheses that test the 'value' of advertising on the dimensions of in formativeness, attention, emotions, precipitating action, attitude, entertainment, irritation, and deceptiveness. 4.1 Television This is normally the most expensive medium, and as such is generally only open to the major advertisers, although some regional contractors offer more affordable packages to their local advertisers. It offers by far the widest coverage, particularly at peak hours (roughly 7.00 10.30 p.m.) and especially of family audiences. Offering sight, sound, movement and colour, it has the greatest impact, especially for those products or services where a 'demonstration' is essential; since it combines the virtues of both the 'story-teller' and the `demonstrator'. To be effective, these messages must be simple and able to overcome surrounding family life distractions especially the TV remote. Television is relatively unselective, and offers relatively poor coverage of upper class and younger age groups. Being regionally based, however, it can be used for regional trials or promotions (including test markets). The price structures can be complicated, with the 'rate card' (the price list) offering different prices for different times throughout the day. This is further complicated by a wide range of special promotional packages and individual negotiations.

21

The Reach of Television Advertisements in India

Source: Media Partners Asia, Indiantelevision.com estimates

Interpretation The ad shows that a guy tells a girl that he is having chocolate as he is going for some good work and ends up telling a girl that he is dropping her to her home. The ad has an emotional and humour quotient which goes with its tagline KuchMeethahoJaye.

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THE VODAFONE ZOO ZOO ADVERTISEMENT

THE WORLD CUP PEPSI ADVERTISEMENT

the

4.2 Web advertising The Indian advertising industry is in a phase of transition. Rapid advances in technology and an ever growing base of empowered customers have redefined how advertising is created, sold, consumed and evaluated. At this juncture advertisers are experimenting with a numberof emerging platforms including Internet which has been globally acknowledged as aninteractive medium with a lot of advertising potential.While the developed markets such as US and Europe have already embraced this mediumonline advertising industry is still in its nascent stage in India. Researcher understands of the market shows that there are a number of factors that are advancingthe online advertisement market. Growing Internet user base, increasing time spent on theInternet, broadband penetration into households and fragmented media consumption habits ofconsumers are driving advertisers towards the online medium. Our estimates show that theonline banner advertisement markets stood at INR 2350 Million in 2007-08. With an expectedgrowth rate of 40%, the market is poised to reach INR 3500 Million in 2008-09. The breakup of the online banner advertisement market share reveals that BFSI and onlinepublishers are the two segments that hold a market share of 25%. ITES is another importantsector that constitutes 13% of the market share. As per our estimates, in the share of differentverticals in 2008-09, education and BFSI will move up in terms of market share.
23

Whileeducation sector will almost double its share from 4% to 7%, the BFSI sector will move up togarner a market share of 26% in 2008-09.Even though the domestic online advertisement market is currently very small as compared tothe colossal figures for Europe and US our discussion with marketers revealed a wave ofoptimism in the market. Thus in conclusion it would not be wrong to say that a lot more is to happen in the online advertising space. We are still at the start of a climb! The first advertisement that appeared on the Internet was in the form of a banner. It wascreated by Hotwired on October 25, 1994 and was posted for AT&T. During thisperiod most of the banners Advertisements were in the shape of narrow strips that ran across the top of awebpage. Overtime, banner Advertisements became less useful for advertisers as people tuned them out orsought software to block their delivery. This pushed advertisers to introduce more intrusiveAdvertisements such as blinking banners, pop-up Advertisements and interstitials.The advent of rich media marked a new phase in the history of online advertising in late 1996.Hewlett Packard partnered with San Francisco-based online agency, Red Sky Interactive, toproduce what is now regarded as the worlds first interactive rich media banner advertisement ADVERTISMENTS IN WEB MEDIA

24

Interpretation The IDEA telecom company is known for giving social messages through various media. This ad shows that we can save paper by using mobile phones and can save environment-what an IDEA sir ji.

25

Interpretation The surf excel Advertisements has always backed by pester power of kids. The product positioning shows the fun filled moments of kids that stains are good it has been put for a good cause. The web shows the media room which indicates the product coverage over different media.

Objective:
The main objectives of the study are as follow: 1. To study the target audience perception toward Advertisements. 2. To find out the comparative effectiveness of Web and Television Advertising

26

CHAPTER 5
RESEARCH METHODOLOGY

27

Research Design In the project, Advertising Effectiveness in Different Media: A comparison of Web and Television Advertising. exploratory research has been carried out. Research design is the conceptual structure within which research is conducted; it constitutes the framework within which collection & analysis of data is done. Hence, by such research, alternative causes & solutions can be measured.

Data Collection

This includes: 1. Type of data used In this study mostly primary data has been used. This is because productive information could not be attained from secondary sources.

2. Method of data collection Structured questionnaires were used to collect information from the respondents. The questions were mostly open ended so as to give freedom to the respondent to express himself/herself.

3. Sample Plan Since a complete enumeration of all items in the universe was not possible due to resource constraint, a sample size was selected by random sampling.

4. Sample Size The sample size chosen was 100.

5. Sample Unit The survey was conducted in all areas of Varanasi &Lucknow region.
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6. Sampling Procedure The procedure included for sampling included convenient sampling. Respondents were randomly chosen. As mentioned earlier, structured questionnaires were used & personal interviews done to ensure maximum information could be derived. The survey was conducted between February & March 11.

Scale items used in Questionnaire: INFORMATIVE SCALE Advertisements are good sources of product information Advertisements provide relevant product information Advertisements provide timely information Advertisements are sources of up-to-date product information Advertisements make product information immediately available Advertisements are convenient sources of product information Advertisements supply complete product information

ATTENTION SCALE I pay attention to Advertisements Advertisements are eye catching Advertisements are attractive I read/watch Advertisements Advertisements are effective in producing engaging messages

EMOTIONS SCALE Advertisements give details about the product, but do not stimulate emotions Advertisements have rational content rather than emotional content I am touched by Advertisements

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PRECIPITATING ACTION SCALE I am likely to purchase a product after being exposed to an ad I have thought of buying an advertised product after watching the ad

ATTITUDE SCALE Advertisements help people change their attitude towards the product/brand Advertisements help people change their beliefs Advertisements help people change their attitudes towards the image of the advertising company Advertisements make the brand seem more appealing

ENTERTAINMENT SCALE Advertisements are entertaining Advertisements are enjoyable Advertisements are pleasing Advertisements are fun to use Advertisements are exciting

IRRITATION SCALE Advertisements insult peoples intelligence Advertisements are annoying Advertisements are irritating Advertisements will have negative effect on society Advertisements are confusing

DECEPTIVENESS SCALE Advertisements lie Important facts about the products are left out of the Advertisements.

30

The respondents gave their responses on Lickert scale with 1 as an option for strongly disagree and 5 as an option for strongly agree.

For.E.g. 1. Advertisements are good source of product information 2. Advertisements provide relevant product information 3. Advertisements provide timely information

Then weighted mean value was calculated for all questions separately for both TV advertisements and Web advertisements.

31

CHAPTER 6
Analysis & Interpretations

32

1: Advertisements are good source of product information. TELEVISION WEB 0 2 7 11 59 23 3.98 7 15 55 21 3.86

Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100

Calculation of weighted mean for TV: {(1*0) + (2*7) + (3*11) + (4*59) + (5*23)}/100 = 3.98 Calculation of weighted mean for Web:{(1*2) + (2*7) + (3*15) + (4*55) + (5*21)}/100 = 3.86

TV
0% 7% 23% 11% Strongly Disagree Disagree 59% Neutral Agree Strongly Agree

WEB
21%

2% 7% 15%

Strongly Disagree Disagree Neutral

55%

Agree Strongly Agree

The study reveals that Television Advertisements are better source of product information than Web Advertisements.

33

2: Advertisements provide relevant product information TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*2) + (2*6) + (3*8) + (4*65) + (5*19)}/100 = 3.93 Calculation of weighted mean for Web:{(1*3) + (2*4) + (3*14) + (4*49) + (5*30)/100} = 3.99 2 6 8 65 19 3.93 3 4 14 49 30 3.99

TV
19%

2% 6%

8%

Strongly Disagree Disagree Neutral

65%

Agree Strongly Agree

WEB
30%

3% 4%

14%

Strongly Disagree Disagree Neutral

49%

Agree Strongly Agree

The study reveals that WEB Advertisements provide more relevant product information than TelevisionAdvertisements.

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3. Advertisements provide timely Information: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*3) + (2*7) + (3*26) + (4*31) + (5*33)/100} = 3.91 Calculation of weighted mean for Web:{(1*0) + (2*7) + (3*11) + (4*49) + (5*33)/100) = 3.93 3 7 26 31 33 3.91 0 7 11 49 33 3.93

TV
33%

3% 7% 26% 31%

Strongly Disagree Disagree Neutral Agree Strongly Agree

WEB
33%

0% 7%

11%

Strongly Disagree Disagree

49%

Neutral Agree Strongly Agree

The study reveals that both Television Advertisements and Web Advertisements provide timely information.

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4. Advertisements are source of up to date product information: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*18) + (3*16) + (4*44) + (5*21)}/100 = 3.66 Calculation of weighted mean for Web:{(1*1) + (2*5) + (3*17) + (4*46) + (5*31)/100} = 4.01 1 18 16 44 21 3.66 1 5 17 46 31 4.01

TV
21%

1% 18% 16% 44% Strongly Disagree Disagree Neutral Agree Strongly Agree

WEB
31%

1% 5% Strongly Disagree 17% Disagree Neutral 46% Agree Strongly Agree

The study reveals that Web Advertisements are more up-to-date than Television Advertisements.

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5: Advertisements make product information immediately available: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*2) + (2*19) + (3*26) + (4*35) + (5*18)}/100 = 3.48 Calculation of weighted mean for Web:{(1*1) + (2*13) + (3*12) + (4*40) + (5*34)}/100=3.93 2 19 26 35 18 3.48 1 13 12 40 34 3.93

TV
18% 35%

2% 19% 26%

Strongly Disagree Disagree Neutral Agree Strongly Agree

1% 13% 34% 40% 12%

Strongly Disagree Disagree Neutral Agree Strongly Agree

The study reveals that Web Advertisements are more prompt source of product information than TelevisionAdvertisements.

37

6. Advertisements are convenient sources of product information: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*1) + (2*14) + (3*19) + (4*50) + (5*17)}/100 = 3.70 Calculation of weighted mean for Web:{(1*2) + (2*17) + (3*10) + (4*44) + (5*27)}/100=3.86 0 14 19 50 17 3.70 2 17 10 44 27 3.77

0% 17%

14% 19%

Strongly Disagree Disagree Neutral Agree Strongly Agree

50%

2% 27% 17% 10% 44%

Strongly Disagree Disagree Neutral Agree Strongly Agree

The study reveals that Web Advertisements are convenient source of product information than TelevisionAdvertisements.

38

7. Advertisements provide complete product information: TELEVISION WEB 0 2 21 26 36 17 3.39 9 14 49 26 3.88

Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100

Calculation of weighted mean for TV: {(1*0) + (2*21) + (3*26) + (4*36) + (5*17)}/100 = 3.39 Calculation of weighted mean for Web:{(1*2) + (2*9) + (3*14) + (4*49) + (5*26)}/100 = 3.88

0% 17% 36% 21% 26%

Strongly Disagree Disagree Neutral Agree Strongly Agree

2% 9% 26% 14% Strongly Disagree Disagree Neutral 49% Agree Strongly Agree

The study on informative scale reveals that Web Advertisements are more informative than Television Advertisements.

The study reveals that Web Advertisements provide complete product information and is better than Television Advertisements.
39

12. Advertisements are affective in producing engaging messages: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*3) + (2*5) + (3*40) + (4*31) + (5*21)}/100 = 3.62 Calculation of weighted mean for Web:{(1*3) + (2*4) + (3*46) + (4*30) + (5*17)}/100 = 3.54 3 5 40 31 21 3.62 3 4 46 30 17 3.54

1% 31%

2% 19% 47%

Strongly Disagree Disagree Neutral Agree

17%

3% 4%

Strongly Disagree Disagree

30%

46%

Neutral Agree

The study on attention scale clearly depicts that TV Advertisements are more attention seeking than WebAdvertisements.

Television Advertisements produce more engaging messages than web Advertisements

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13. Advertisements give details about the product, but do not stimulate emotions: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*26) + (3*31) + (4*27) + (5*16)}/100 = 3.33 Calculation of weighted mean for Web:{(1*0) + (2*26) + (3*34) + (4*24) + (5*16)}/100=3.30 0 26 31 27 16 3.33 0 26 34 24 16 3.30

16%

0% 26%

Strongly Disagree Disagree Neutral Agree Strongly Agree

27% 31%

16% 0% 26% 24% 34%

Strongly Disagree Disagree Neutral Agree Strongly Agree

Television Advertisements stimulate more emotions than Web Advertisements

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14. Advertisements have rational content rather than emotional content: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*34) + (3*17) + (4*39) + (5*10)}/100 = 2.85 Calculation of weighted mean for Web:{(1*0) + (2*31) + (3*18) + (4*29) + (5*22})/100=3.42 0 34 17 39 10 2.85 0 31 18 29 22 3.42

10% 0% Strongly Disagree 34% 39% 17% Disagree Neutral Agree Strongly Agree

0% 22% 29% Strongly Disagree 31% 18% Disagree Neutral Agree Strongly Agree

The study depicts that Web Advertisements have more rational content than TV Advertisements

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18. Advertisements help people change their attitude towards the product/brand: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*8) + (2*37) + (3*16) + (4*27) + (5*12)/100) = 2.98 Calculation of weighted mean for Web:{(1*7) + (2*34) + (3*21) + (4*24) + (5*14)}/100=3.04 8 37 16 27 12 2.98 7 34 21 24 14 3.04

12% 27% 16%

8%

Strongly Disagree 37% Disagree Neutral Agree Strongly Agree

14% 24% 21%

7% 34%

Strongly Disagree Disagree Neutral Agree Strongly Agree

Web Advertisements lead to more prominent change in attitude towards the 19: Advertisementsthan help TV people change their beliefs: product/brand Advertisements.
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TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*14) + (2*36) + (3*26) + (4*16) + (5*8)}/100 = 2.68 Calculation of weighted mean for Web:{(1*12) + (2*32) + (3*24) + (4*23) + (5*9)}/100=2.85 14 36 26 16 8 2.68 12 32 24 23 9 2.85

8% 16% 26%

14%

Strongly Disagree Disagree 36% Neutral Agree Strongly Agree

9% 23%

12%

Strongly Disagree Disagree 32% Neutral Agree Strongly Agree

24%

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24. Advertisements are pleasing: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*5) + (3*7) + (4*42) + (5*46)}/100 = 4.29 Calculation of weighted mean for Web: {(1*2) + (2*4) + (3*6) + (4*41) + (5*47)}/100 = 4.27 0 5 7 42 46 4.29 2 4 6 41 47 4.27

0% 5% 46%

7%

Strongly Disagree Disagree

42%

Neutral Agree

2% 4% 6% 47% 41%

Strongly Disagree Disagree Neutral Agree

45

26. Advertisements are exciting: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*2) + (3*9) + (4*46) + (5*43)}/100 = 4.30 Calculation of weighted mean for Web: {(1*1) + (2*1) + (3*9) + (4*42) + (5*47)}/100 = 4.33 0 2 9 46 43 4.30 1 1 9 42 47 4.33

0% 2% 43%

9%

Strongly Disagree Disagree

46%

Neutral Agree Strongly Agree

1% 1% 47% 42% 9% Strongly Disagree Disagree Neutral Agree Strongly Agree

The study on entertainment scale reveals that there are no significant differences in the entertaining capability of the internet and television Advertisements.

Respondents found both TV Advertisements and Web Advertisements to be equally exciting.

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27. Advertisements insults peoples intelligence: TELEVISION 26 27 14 21 12 2.64 WEB 29 33 11 24 13 2.89

Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100

Calculation of weighted mean for TV:{(1*26) + (2*27) + (3*14) + (4*21) + (5*12)}/100= 2.64 Calculation of weighted mean for Web: {(1*29) + (2*33) + (3*11) + (4*24) + (5*13)}/100 =2.89

12% 21% 26% 27% 14%

Strongly Disagree Disagree Neutral Agree Strongly Agree

12% 22% 26% 30% 10%

Strongly Disagree Disagree Neutral Agree Strongly Agree

More respondentsfound Web Advertisements to be more insulting than TV Advertisements

47

28. Advertisements are annoying: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*21) + (2*29) + (3*13) + (4*27) + (5*10)}/100=2.76 Calculation of weighted mean for Web:{(1*22) + (2*33) + (3*15) + (4*28) + (5*12)}/100 = 3.05 21 29 13 27 10 2.76 22 33 15 28 12 3.05

10% 21% 27% 29%

Strongly Disagree Disagree Neutral Agree

13%

Strongly Agree

13% 21% 23% 32% 11%

Strongly Disagree Disagree Neutral Agree Strongly Agree

More respondentsfound Web Advertisements to be more annoying than TV Advertisements. The reason behind could be unwanted spams, pop ups and blockers which lessen the speed of the work.

48

29. Advertisements are irritating: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value Total No. of Respondents: 100 Calculation of weighted mean for TV:{(1*31) + (2*21) + (3*19) + (4*12) + (5*17)}/100= 2.63 Calculation of weighted mean for Web: ((1*32) + (2*18) + (3*21) + (4*11) + (5*18)/100) = 2.65 31 21 19 12 17 2.63 32 18 21 11 18 2.65

17% 12% 19% 31% 21%

Strongly Disagree Disagree Neutral Agree

18% 11% 21% 32% 18%

Strongly Disagree Disagree Neutral Agree

More respondentsfound Web Advertisements to be more irritating than TV Advertisements. The reason behind could be unwanted spams, pop ups and blockers 49 which lessen the speed of the work.

30. Advertisements will have negative effects on society: TELEVISION WEB Strongly Disagree Disagree Neutral Agree Strongly Agree Mean Value 40 17 10 21 12 2.48 38 18 10 20 14 2.54

Calculation of weighted mean for TV:{(1*40) + (2*17) + (3*10) + (4*21) + (5*12)}/100= 2.48 Calculation of weighted mean for Web: ((1*38) + (2*18) + (3*10) + (4*20) + (5*14)/100) = 2.54
Strongly Disagree 40% 17% 10% Disagree Neutral Agree

12% 21%

14% 20% 18% 10% 38%

Strongly Disagree Disagree Neutral Agree Strongly Agree

Respondents felt that Web Advertisements could have more negative effect on society than TV Advertisements but the difference was too insignificant.
50

CHAPTER 7
The Findings

51

In formativeness: The respondents considered the internet to be a more effective medium on the informativeness predictor of advertising effectiveness. The finding reveals that the new age consumer is hungry for information, and wants complete and up-to-date information which is conveniently available.

Attention: The study found that there are significant differences between the attention grabbing ability of Web Advertisements and Advertisements on Television. Television Advertisements are considered to be more effective in catching the consumers attention then web Advertisements.

Emotions: The result of the present research reveals that the respondents consider both the internet and TV as emotion stimulating media. There are no significant differences between the emotional content in the two media.

Precipitating Action: The result reveals that there is a significant difference in the likelihood of purchase of the product after exposure to Advertisements on the web, and exposure to Advertisements on television. Web is more affective in precipitating action from the viewers.

Attitude: The respondents who use both the mediums consider TV Advertisements to be more effective in helping people change their attitude and beliefs towards the brand/product, and in changing their attitude toward the image of the advertising company.

Entertainment: The result reveals that there is no significant difference in the entertainment capability of the Internet and television. The respondents feel that both the media of advertising generate entertaining advertisements.
52

Irritation: The results indicate that there are no significant differences between the web and television on the irritation dimension.

Deceptiveness: The respondents rated television Advertisements to be more deceptive in nature than Web Advertisements.

53

CHAPTER 8
Limitations of the Study

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1. Time factor was the chief limitation of the study. Limited time was allotted for interviewing with the respondents. As a result of this it was not possible to gather full information from respondents. 2. Another major constraint was cost. The study involves substantial cost and was beyond the affordability of theme. 3. Some biased response came from respondents and findings stated in the report were based on the answers from the questionnaire. So the effect of misinterpretation and wrong answers may affect the outcome of the project. 4. Research work was carried out in Varanasi, Gorakhpur and Lucknow region, so the findings may not be applicable to the other parts of the country because of social and cultural differences. 5. Such type of studies are psychological and require a lot of time since each human being is different and it is hard enough to study about each individual. 6. Few respondents were not confident while responding the questions. 7. Some of the questionnaires were incomplete or were not properly filled so it was difficult to analyze them.

The study presents the results of a survey comparing the effectiveness of WEB and TV advertisements, which indicate that the Web is perceived as an efficient medium for conveying information. Web Advertisements are not considered to be deceptive. However, TV Advertisements help in changing and maintaining attitudes towards the advertised products/brands better than Web Advertisements. Advertising clutter in both the media generate a high level of irritation among the users. Web advertisements have come of age, and may soon be comparable to TV on all the factors of advertising effectiveness.

55

CHAPTER 9
BIBLIOGRAPHY

56

Bibliography
1. Leong, Elaine, X Huang, and P J Stanners, 1998, Comparing the effectiveness of the Website with Traditional Media, Journal of Advertising Research, Vol. 38, No. 5, pp 44-51 2. Pelle, Stefano, 2005, Media Innovation: Advertising on the internet. 3. W. Wells, J. Burnet and S. Moriarty, Advertising principles and practice, Pearson Education, India (2003). 4. R. Vaughan, How advertising works: A planning model, Journal of advertising research26 (1986) (1), pp. 5766. 5.D.A. Aaker and J.G. Myers, Advertising management, Prentice-Hall, Englewood Cliffs, NJ (1982). 6. P. Doyle and J. Saunders, Multiproduct advertising budgeting, Marketing Science9 (1990) (2), pp. 97113. 7.Pavlov and Stewart, Measuring the Effect and Effectiveness of Interactive Advertising: A Research Agenda (2004) 8. G. Hughes, Interpreting the new online advertising effectiveness measures. How new online brand effectiveness measures; (2002) 9. Vinita KohliKhandekar, The Indian Media Business; SAGE; (2009) 10. Coffey, Steve and Horst Strip, 1997, The Interaction between Computer and Television Usage, The Journal of Advertising Research, March-April, pp 61-67.

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