Consumer Attitude and Behaviour Towards Cause Related Advertisements

A Project Report On
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements
In partial fulfilment of the requirement of Master of Management Studies (MMS)
Conducted by
Rizvi Management Institutes

Under the Guidance of
DR. KALIM KHAN
Submitted by: NAWAF ABDUL GAFOOR GHANSAR MMS (MARKETING) 2009-11
ACKNOWLEDGEMENT
I wish to express my sincere gratitude to all the people who have helped me and supported me during the duration of my project. First of all I would like to thank God who made everything possible. I am eternally grateful to my guide and mentor Dr. Kalim Khan, Director, Rizvi Institute of Management Studies & Research for providing me the opportunity to do my project work and also providing me the facilities of the entire institution for completing my project. His timely advice right from the conceptualization of the project to its submission has made it possible for me to submit my project report.
I also wish to thank Prof. Mohd. Osaid Koti, Rehan Faquih, Raees Basri, Giselle Martin and all the respondents who filled my questionnaire for this report, for their invaluable suggestions, time and effort during the course of the project.
It will not be fair if I do not thank my parents who have given me undivided support and encouragement for completing this project. The support staff at the institute has also been very willing to help me complete my project and I thank them for their help. Lastly, I would also like to thank my friends and fellow batch mates who motivated me to keep going and finish the project.
Nawaf Abdul Gafoor Ghansar Roll No. 70, MMS Marketing
DECLARATION
I declare that the project titled Consume r Attitude & Behaviour Towards Social Cause Related Advertisements is a record of the research carried out by me in my fourth semester for the academic year 2009-2011 under the guidance of my mentor Dr. Kalim Khan, Director, Rizvi Institute of Management Studies & Research.
I also declare that the project is a result of my effort and hard work and the guidance of my mentor and has not been submitted anywhere else for a degree of any other university. All the information, analysis and details hold true to the best of my knowledge.
__________________________ Nawaf Abdul Gafoor Ghansar
CERTIFICATE
This is to certify that Nawaf Abdul Gafoor Ghansar, a student of Masters of Management Studies (MMS), Roll No. 71, specializing in Marketing has successfully completed the project titled
Cons umer Attitude & Behaviour Towards Social Cause Related Advertisements
under the guidance of Dr. Kalim Khan, Director Rizvi Institute of Management Studies & Research in partial fulfilment of the requirement of Masters of Management Studies (MMS) by Rizvi Institute of Management Studies & Research, for the academic year 2009-11.
__________________________
Dr. Kalim Khan
EXECUTIVE SUMMARY
The research was started with the objective of studying the Consumer Attitude & Behaviour towards Social Cause Related advertisements. Many companies are associating themselves with social causes and are aligning their communication objectives based on the cause they associate with. This is having an advantage of improving the brand image of the brand and also in recall of the brand.
My research in this topic started with understanding the need of the study and the framing of the objectives for the research. Research was done to analyze the consumer attitude towards social cause related advertisements with respect to the age group, income group and gender. This was done through means of a structured questionnaire among a considerable sample. Limitation to the study was the fact that the sample was interviewed within various areas of Mumbai city. Thus the results of the study cannot be applied to other parts of the country.
The recent economic downturn has proved that in todays competitive marke t it is becoming increasingly difficult to survive. There exists a huge clutter in the mind of the consumer and brands are trying to fight for every inch of space. Brands are trying various methods so as to make the consumer remember the brand. Differentiation based on product quality and benefits is no longer effective as most of the offerings are identical thanks to the access to technology. Moreover, consumers are more educated now and concerned about not only themselves but also the society they live in. As a result of these developments, Cause branding has emerged as an effective alternative to differentiate ones offering from that of the competitors and at the same time building an emotional chord with the consumers by aligning business with social commitments. This way the brand gets a more softer and
positive image and gives space in the minds of the consumer. It also helps in increasing the morale of the employees and increase sales of the company. Another major reason is to create a strong bond with the customer. Brand loyalty has decreased over the years and one way to make sure that customer stays with the brand is to associate with a social cause. The cause may be affecting many people across the country and associating the brand to overcome the problem will strengthen the ties the customer has with the brand. Another added advantage would be the possibility of consumers to become potential customers.
Chapter 1 - Introduction to Advertising ..................................................................................... 1 1.1 Definition of Advertising ................................................................................................. 2 1.2 Features of Advertising .................................................................................................... 3 1.2.1 Advertising provides information .............................................................................. 3 1.2.2 Paid form of communication ..................................................................................... 4 1.2.3 Non-personal presentation ......................................................................................... 4 1.2.4 Provide Publicity to goods, services and ideas .......................................................... 4 1.2.5 Persuasion .................................................................................................................. 4 1.2.6 Target oriented ........................................................................................................... 5 1.2.7 An Art, Science and Profession ................................................................................. 5 1.2.8 Important element in marketing mix ......................................................................... 5 1.2.9 Creativity - the essence of advertising ....................................................................... 6 1.3 Benefits of Advertising .................................................................................................... 7 1.4 Origin & Background of Advertising............................................................................. 10 Chapter 2: Mediums of Advertisement .................................................................................... 12 2.1 Television as a medium of advertisements .................................................................... 13 2.2 Radio as a medium of advertisements............................................................................ 15 2.3 Print as a medium of advertisements.............................................................................. 16 2.4 Digital as a medium of advertisements .......................................................................... 18 Chapter 3: Social Causes in India ......................................................................................... 19 3.1 Introduction to social causes in India ............................................................................. 19 3.2 Corporate involvement ................................................................................................... 21 3.3 CSR: The Indian Reality ................................................................................................ 24 Chapter 4 Introduction to Social Advertisements ................................................................. 30 4.1 Cause related advertisements ......................................................................................... 30 4.2 Why Cause Marketing.................................................................................................... 34 4.3 Causes Advertised .......................................................................................................... 38 4.3.1 P&Gs Shiksha Campaign ....................................................................................... 38 4.3.2 Tata Teas Jaago re campaign.................................................................................. 39 Chapter 5 Consumer attitude towards social advertisements .................................................. 43 5.1 Introduction to consumer attitude towards social advertisements ................................. 43 5.2 Support for cause-related marketing as pro social behaviour ........................................ 45 5.2.1 Psychographic factors .............................................................................................. 45
5.2.2 Locus of control ....................................................................................................... 46 5.2.3 Self-confidence ........................................................................................................ 47 5.2.4 Public self-consciousness ........................................................................................ 47 5.2.5 Interpersonal trust .................................................................................................... 48 5.2.6 Advertising scepticism............................................................................................. 48 5.2.7 Personal and social responsibility............................................................................ 49 5.2.8 Religiosity ................................................................................................................ 49 5.2.9 Social networks........................................................................................................ 49 Chapter 6 Research Methodology......................................................................................... 51 Chapter 7 Data Analysis and Interpretation .......................................................................... 53 7.1 Data Analysis ................................................................................................................. 53 7.1.1 Respondent Profile................................................................................................... 53 7.1.2 Descriptive Analysis ................................................................................................ 56 7.2 Data Interpretation.......................................................................................................... 78 7.2.1 Cross-Tabs ............................................................................................................... 78 7.2.2 Anova..................................................................................................................... 108 7.2.3 Factor Analysis ...................................................................................................... 112 Chapter 8 Suggestions and Recommendations ...................................................................... 114 8.1 Summary of the Analysis ............................................................................................. 114 8.2 Recommendations ........................................................................................................ 119 Chapter 9 Conclusion............................................................................................................. 121 Annexure I.............................................................................................................................. 122 List of Tables...................................................................................................................... 122 List of Figures .................................................................................................................... 123 Questionnaire ......................................................................................................................... 124 Bibliography........................................................................................................................... 134
Chapter 1 - Introduction to Advertising

Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. A product or service is advertised to create awareness in the minds of potential buyers. Advertising facilitates large scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through advertising. The fact that companies spend crores of rupees on advertising through TV, radio and newspapers indicates its benefits in sales promotion. Advertising is within the scope of promotion which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and consumer support. New communication techniques are now used for making advertising attractive and agreeable. The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to influence the buying behaviour of consumers. Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life.
The term 'Advertising' originates from the Latin word 'advertere' which means "to turn the mind towards". The dictionary meaning of the term advertising is "to give public notice or to announce publicity". This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people (prospects) towards a specific product/ service/ manufacturer. Advertisers include not only business firms but also museums, charitable organizations, and government agencies that direct messages to target publics. Ads are a cost effective way to disseminate messages, whether to build brand preference for Coca-Cola or to educate people to avoid hard drugs.
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Organizations handle their advertising in different ways. In small companies, advertising is handled by someone in the sales or marketing department, who works with an advertising agency. A large company will often set up its own advertising department, whose manager reports to the vice president of marketing. The advertising departments job is to propose a budget; develop advertising strategy; approve ads and campaigns; and handle direct- mail advertising, dealer displays, and other forms of advertising. Most companies use an outside agency to help create advertising campaigns and to select and purchase media.
In developing a program, marketing managers must always start by identifying the target market and buyer motives. Then they can make the five major decisions in developing an advertising program, known as the five Ms: Mission: What are the advertising objectives? Money: How much can be spent? Message: What message should be sent? Media: What media should be used? Measurement: How should the results be evaluated?
1.1 Definition of Advertising

Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. The Institute of Practitioners in Advertising (IPA), the body which represents advertising agencies, defines advertising as: "The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost". Kotler and Armstrong provide an alternative definition:"Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor". The American Marketing Association defines advertising as "any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." The key elements in the above definition are:
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Any form Advertising can take any of the following forms of presentation. It could be a sign, symbol, illustration, verbal message, etc. advertising can be in any form that best conveys the message. Non-personal This phrase distinguishes advertising from personal selling; as advertising is an indirect form of conveying messages. Goods, services or ideas Advertising promotes goods, services and ideas. It also promotes persons and parties, places and events as well as institutions. For Action This phrase denotes the action-oriented nature of advertising. Paid for Advertising is always paid for. It is not free. So it is distinguished from free publicity. By an Identified Sponsor People or groups who do not identify themselves do a lot of publicity and propaganda. In such cases a kind of manipulative or malicious intent is associated.
1.2 Features of Advertising

1.2.1 Advertising provides information
The basic purpose of advertising is to provide information about products/services to prospective buyers. The details of products such as features, uses, prices, benefits, manufacturer's name, and instructions to be followed while using the product are given in the advertisements. The advertising message and brand name are also given. The information
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements supplied gives education and guidance to consumers and facilitates correct selection of goods by them.
1.2.2 Paid form of communication

The advertiser has to pay to the media for giving publicity to his advertising message. He pays for the advertisement and naturally he decides the size, slogan, etc. given in the advertisement. Advertising is a form of paid communication.
1.2.3 Non-personal presentation

Advertising is non-personal in character as against salesmanship which is personal (face to face communication) in character. In advertising, the message is given to all and not to one specific individual. This rule is applicable to all advertising media includ ing press. However even in advertising target consumers or target market can be selected for making an advertising appeal.
1.2.4 Provide Publicity to goods, services and ideas

Advertising is for giving information to consumers. This information is always related to the features and benefits of goods and services of different types. Advertising gives new ideas to consumers as its contents are meaningful. The aim is to make the ideas popular and thereby to promote sales. For example, advertising on family p lanning, family welfare, and life insurance is useful for placing new ideas before the people.
1.2.5 Persuasion
Advertising aims at persuasion of potential customers. Advertising attracts attention towards a product, creates desire to have the same and finally induces consumers to visit the market
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements and purchase the same. Advertising has psychological impact on consumers. It influences the buying decisions of consumers.
1.2.6 Target oriented

It is possible to make intensive advertising by selecting a specific market or specific segment of consumers (e.g. children, housewives, etc.) for the purpose of advertising. This selection of a specific market is called target market. Advertising becomes effective and result oriented when it is target oriented. The waste in advertising can be minimized through such target oriented advertising.
1.2.7 An Art, Science and Profession

It is now universally accepted that advertising is an art, science and a profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its principles and rules. Advertising is now treated as a profession with its professional bodies and code of conduct for members. Advertising agencies and space brokers function as professionals in the field of advertising.
1.2.8 Important element in marketing mix

Advertising is an important element in marketing mix. It supports the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing mix are reasonably favourable. This is natural as advertising alone is not adequate for promoting sales. Many companies now spend huge funds on advertising and public relations
1.2.9 Creativity - the essence of advertising

Advertising is a method of presenting a product in an artistic, attractive and agreeable manner. This is possible through the element of creativity which is the essence of advertising. Creativity can be introduced by creative people (professionals) in the field of advertising. They introduce new techniques for introducing creativity. Without creativity, advertising will be like a body without a soul.
1.3 Benefits of Advertising

The benefits derived from advertising are manifold. It is one of the most important components of the marketing process. This is beneficial to manufactures, traders, consumers and society as a whole. Advertising offers the following main benefits -
1. Introduces a new product in the Market:Advertising plays significant role in the introduction of a new product in the market. It stimulates the people to purchase the product.
2. Expansion of the Market:It enables the manufacturer to expand his market. It helps in exploring new markets for the product and retaining the existing markets. It plays a sheet anchor role in widening the marketing for the manufacture's products even by converting the customers living at the far flung and remote areas.
3. Increased Sales:Advertisement facilitates mass production to goods and increases the volume of sales. In other words, sales can be increased with additional expenditure on advertising with every increase in sale, selling expenses will decreases.
4. Fights Competition:Advertising is greatly helpful in meeting the forces of competition prevalent in the market. Continuous advertising is very essential in order to save the product from the clutches of the competition.
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 5. Enhances Goodwill:Advertising is instrumental in increasing goodwill of the concern. It introduces the manufacture and his product to the people. Repeated advertising and better quality of products brings more reputation for the manufacturer and enhances goodwill for the concern.
6. Educates the Consumers:Advertising is educational and dynamic in nature. It familiarizes the customers with the new products and their diverse uses and also educates them about the new uses of existing products.
7. Elimination of Middlemen:It aims at establishing a direct link between the manufacturer and the consumer, thereby eliminating the marketing intermediaries. This increases the profits of the manufacturer and the consumer gets the products at lower prices.
8. Better Quality Products:Different goods are advertised under different brand names. A branded product assures a standard quality to the consumers. The manufacturer provides quality goods to the consumers and tries to win their confidence in his products.
9. Support the Salesmanship:Advertising greatly facilitates the work of a salesman. The customers are already familiar with the product which the salesman sells. The selling efforts of a salesman are greatly supplemented by advertising.
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 10. More Employment Opportunities:Advertising provides and create more employment opportunities for many talented people like painters, photographers, singers, cartoonists, musicians, models and people working in different advertising agencies.
11. Higher Standard of Living:The experience of the advanced nations shows that advertising is greatly responsible for raising the living standards the consuming power of men and creates want for better standard of living. By bringing to the knowledge of the consumers different variety and better quality products, it has helped a lot in increasing the standard of living in India.
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1.4 Origin & Background of Advertising

Since ancient times, Egyptians made sales messages and wall posters using papyrus (these displays and messages can well be seen in the ruins of Pompeii and ancient Arabia). Wall or rock painting was another common commercial advertising form, which is still present in parts of Asia, Africa and South America. Gradually, as towns and cities began to expand, traders started using images to associate their trade, such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour.
With time, education became an apparent need and advertising developed to printing handbills. By the 17th century, advertisements started appearing in weekly newspapers in England that were mainly used for promoting books. Consequently, printing press advanced and newspapers became increasingly affordable. However, false advertising and quack advertisements created problems in the regulation of advertising content.
Advertising grew with the expansion of economy in the 19 th century. Mail-order advertising grew with the success of advertising in the United States. In 1836, French newspaper La Presse became the first newspaper to include paid advertising in its edition. It also reduced its prices to extend readability and increase profitability. Around 1840, advertising agencies were established and services extended. Initially, they were brokers for advertisement space in newspapers. In 1869, the first full-service agency named N.W. Ayer & Son was opened, assuming responsibility for advertising content in Philadelphia.
In early 1920s, radio equipment manufacturers and retailers established radio stations to sell more radios to consumers. Soon, the practice of sponsoring radio programs popularized and they started allocating sponsorship rights to multiple businesses instead of single businesses. The same practice was later carried on to the television in late 1940s and early 1950s.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Advertising transformed into a modern approach in 1960s, with creatively produced advertisements tempting consumers eyes. This could well be seen in the Volkswagen ad campaign that featured headlines like Think Small and Lemon.
The era of modern advertising saw promotion of position and unique selling proposition that was designed to associate every brand with a specific idea in the reader or viewers mind. Cable television was introduced in late 1980s and early 1990s, giving further boost to advertising. Steadily, specialty channels emerged that were devoted entirely towards advertising such as QVC, Home Shopping Network and ShopTV Canada. With the boom of Internet in the 1990s, new frontiers opened for advertisers. A number of corporations came up, operating solely on advertising revenue.
The entry of 21st century saw various sites, including the much-used search engine Google, indulging in online advertising, with the intention of helping the users. The recent advertising innovation is guerrilla advertising that makes use of unusual approaches, such as staged encounters in public places, giveaway of products such as cars covered with brand messages, and interactive advertising where viewers can respond to become part of the advertising messages. Advertising has come a long way from its inception and there is much progress to be covered in the time to come.
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Chapter 2: Mediums of Advertisement

With the changing media used by advertisers, advertisement itself changed quite a bit. So far the ads tried to present a product and make the consumer believe in the big advantages of it. Today, advertisers try to create certain image around their product, which draw a greater attention to the customers and makes them stick this specific product. This so-called creative revolution had its origin in the 1950s and 1960s when prominent advertising agencies stated that good advertising has to begin with the respect for the publics intelligence and therefore have to be understated, sophisticated and witty.
This statement is even more important for todays commercials on TV, since the technology has made it possible for the viewer to use the remote control to change the channel while the commercials are on. If it is not interesting to the viewer he will simply flip to another channel avoiding the commercial. New digital devices make it even possible to edit out commercials in order to watch a commercial free movie or show. Overall Industry size (INR Bn)* 2007 2008 2009 Television Radio Print Out of Home Digital Advertising Table 2.0.1 Overall industry size 211 7 160 14 4 241 8 172 16 6 257 8 175 14 8 2010 297 10 193 17 10 2011 E 341 12 211 19 13
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42% 41% 40% 39% 38% 37% 36%
2007
2008
2009
2010
2011E
Fig 2.0.1 Contribution of advertising revenue to overall industry size
2.1 Television as a medium of advertisements

India is the worlds third largest TV market with almost 138 million TV households. As per the KPMG report on Media and Entertainment industry 2011, Television has attracted about 42 % of the money spent on advertising in the country today. It is available in broadcast or cable form and generates a big platform for advertising. To run commercials on TV, advertisers have to buy units of time which range from 15 over 30 and up to 60 seconds in length. These spots are the most expensive ads and can cost up to millions of dollars depending on what time they are aired. If we just think about the ads shown at the major sports events in the country, like the IPL finals or the ICC cricket world cup, only very economically powerful companies can afford this.
The combination of sight, sound and motion creates a more dramatic form of advertising which is considered to build a products brand image or to create an excitement around a special event such as a one-time sale. These ads are not intense enough to provide the viewer with a lot of information and are therefore only useful for products which are already familiar to the costumers.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Advantages in Television Advertising: Television reaches very large audiences-audiences that are usually larger than the audience your city's newspaper reaches. The area that a television station's broadcast signal covers is called A.D.I, which stands for "Area of Dominant Influence. Some advantages of television advertising include the following:
Advertising on television can give a product or service instant validity and prominence.
You can easily reach the audiences you have targeted by advertising on TV. Children can be reached during cartoon programming, farmers during the morning agricultural reports and housewives during the afternoon soap operas.
TV offers the greatest possibility for creative advertising. With a camera, you can take your audience anywhere and show them almost anything.
Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience.
Disadvantages in Television Advertising:
Because TV has such a larger A.D.I, the stations can charge more for commercials based on the larger number of viewers reached.
TV advertisements for a product are shown at the bought timings, so the chance of a viewer to miss the advertisement is much higher.
A poorly produced commercial could severely limit the effectiveness of the message, and may even create a bad image in your customer's mind.
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2.2 Radio as a medium of advertisements

Radio usually reaches a smaller group of people, mostly from one specific area. This gives local businesses the chance to broadcast their very specialized ads. Most people listen to these ads when they are driving in their car, so they will be informed of any kind of sales in stores in their region. They will hear them before they go shopping and might be tempted to buy these products. These ads have to be very simple and easy to be understood, since people are usually doing something, like driving, when listening to them. Radios share of media ad spends is expected to increase from 4% currently to approx. 5% by 2015.
Advantages in Radio Advertising: Radio is a relatively inexpensive way of reaching people. It has often been called the "theater of the mind" because voices or sounds can be used to create moods or images that if crested by visual effects would be impossible to afford. You can also negotiate rates for your commercials, or even barter. Stations are often looking for prizes they can give away to listeners, so it's possible to get full commercial credit for the product or service you offer. Advantages to radio advertising include:
The ability to easily change and update scripts are paramount to radio broadcasting, since news stories can and often do happen live.
Radio is a personal advertising medium. Station personalities have a good rapport with their listeners. If a radio personality announces your commercial, it's almost an implied endorsement.
Radio is also a way to support your printed advertising. You can say in your commercial, "See our ad in the Sunday Times," which makes your message t wice as effective.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Disadvantages in Radio Adve rtising: Radio advertising is not without its disadvantages too, such as:
You can't review a radio commercial. Once it plays, its gone. If you didn't catch the entire message, you can't go back and hear it again.
Since there are a lot of radio stations, the total listening audience for any one station is just a piece of a much larger whole. That's why it's important to know what stations your customers and prospects probably listen to. Therefore, most of the time, you'll have to buy time on several radio stations to reach the market you are after.
People don't listen to the radio all the time, they listen to it only during certain times of day. So, it's important to know when your customers or prospects are listening. For example, if you want to reach a large portion of your audience by advertising during the morning traffic report, you'll have to specify that time period to the radio station when you buy the time.
2.3 Print as a medium of advertisements

Newspapers are an important media as well. Their advantage is to reach readers of different age groups, ethnic backgrounds and income levels. They display photographs and illustrations, giving explicit and detailed information about a product, new inventions and product improvements. Their disadvantage is that they cant create such an emotionally strong image as the TV ads, but the opportunity to present coupons for special products shows a great popularity amongst customers, and is often used.
Magazines are very specialized and target the reader of such magazines who usually have very similar interests. If you think about highly specialized women magazines, displaying makeup and other cosmetic products is an excellent way to reach teenage girls to older
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements women. These magazines are very prestigious because they show beautiful colour photographs of celebrities of todays pop-culture.
Advantages in Print Adve rtising:
Almost every home receives a newspaper, either by newsstand or home delivery. Reading the newspaper is a habit for most families. And, there is something for everybody: sports, comics, crosswords, news, classifieds, etc. You can reach certain types of people by placing your ad in different sections of the paper. People expect advertising in the newspaper. In fact, many people buy the paper just to read the ads from the supermarket, movies or department stores.
Unlike advertising on TV and radio, advertising in the newspaper can be examined at your leisure. A newspaper ad can contain details, such as prices and telephone numbers or coupons.
From the advertiser's point-of-view, newspaper advertising can be convenient because production changes can be made quickly, if necessary, and you can often insert a new advertisement on short notice.
Another advantage is the large variety of ad sizes newspaper advertising offers. Even though you may not have a lot of money in your budget, you can still place a series of small ads, without making a sacrifice.
Disadvantages in Print Advertising:

Newspapers usually are read once and stay in the house for just a day. The print quality of newspapers isn't always the best, especially for photographs. So use simple artwork and line drawings for best results.
The page size of a newspaper is fairly large and small ads can look minuscule.
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Your ad has to compete with other ads for the reader's attention. You're not assured that every person who gets the newspaper will read your advertisement.
2.4 Digital as a medium of advertisements

Advertising on the Internet is becoming more and more popular among companies, since the majority of young consumers have online access at home. They range from banners, buttons, pop-ups to sponsorships of homepages, which we have been discussed in our course. This form of advertising gives the opportunity to check out the given information right away and most of the time allows the customer to order the product online without even leaving his or her home. The global online advertising industry is forecasted to grow to 17 percent of total media advertising, from USD 62 billion in 2010 to USD 97 billion in 2014. The Indian online advertising market was estimated to be in INR 10 billion in 2010. Of the total online advertising market, paid searches constitute approximately 50 percent.
30 25 20
INR billion
15 10 5 0 2007 2008 2009 2010 2011E 2012E 2013E 2014E
Fig 2.4.1 Online advertising
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Chapter 3: Social Causes in India
3.1 Introduction to social causes in India

Since the time of Ashoka the great our country like any other country at that time had faced social problems. When the British finally left our country in 1947, the condition of the nation was very poor and there were various social problems that the people of the country faced. Some of the more evident social problems had been corruption, illiteracy, ignorance towa rds healthcare to name a few. Even after 63 years of independence most of these social problems still remain.
Fig 3.1.1 Corruption index of countries around the world
Some of the latest scandals have revealed the level of corruption within the government offices. With advent in technology, corruption at various government levels is being brought to light to the general public. But even then the required action is not being taken. To this day, the Lokpal Bill which will help keep corruption in the various government offices in check is not being able to be passed. The above figure shows that Indias corruption index is
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements around 3.3 which is a very high level. India has a long way to go before it can reach the likes of countries like Sweden.
There are still many villages across the country, which do not have adequate supply of basic amenities like drinking water and power. In these villages, power comes only for a few hours of the day. Even supply of drinking water is irregular. In many situations, the funds provided by the central government to set up the infrastructure are eaten up by local government officials. The level of health care across the country has improved in the last few decades thanks to the various NGOs, but there is still room for improve ment.
Fig 3.1.2 Population illiteracy rate around the world Due to the efforts of the government and various individuals, the country has made a huge development in terms of literacy rate of the people. Over the past decade, the literacy rate rose by 9.2%, making Indias literacy rate 74.04%. Thanks to the efforts of various multinational companies like P&G which started with the Shiksha campaign and Times of India which started with the Teach India campaign, India has seen a huge rise in its literacy rate.
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According to TrustLaw a Thomson Reuters Foundation Service, India is the fourth most dangerous country for women. Around 100 million, of which most are women and girls, are involved in trafficking in India. Over 50 million girls are missing in the past century due to female infanticide and foeticide.
3.2 Corporate involvement

India has become one of the fastest growing economies in the world. It is growing at the rate of 9 percent p.a. As an emerging market in India everything is looking for an international perspective. At the stage when India is set to acquire a global position, it is essential to gauge whether economic development is due to successful commercial operations. Organizations must realize that the government alone cannot achieve success in their effort to elevate the downtrodden of society. The current concept of social marketing company is developing steadily and has led to a new concept-Corporate Social Responsibility.
Many major corporations throughout the world had realized the importance of being associated with important social causes as a means to promote their brands. Cause-related marketing and corporate social responsibility of companies has provided a new tool to compete in the market. The CSR refers to the obligation of the corporation to all stakeholders. Comes the desire to do good and to achieve self-satisfaction and return business social obligation. This could be a strategic marketing activity the way for a company to do well by doing good, other than sales promotion, corporate philanthropy, corporate sponsorship, the corporate Samaritan acts and public relations. Now, it is assumed to be the responsibility of business houses too.
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Nothing builds brand loyalty among customers. It is becoming increasingly hard to please consumers. Other things being equal many consumers would do business with a company that represents something beyond profits. In a nutshell, CSR and cause related marketing results in sales, visibility, and increasing consumer loyalty and enhanced company image along with positive media monitoring.
Rural India has a population of 700 million people spread across 638,000 villages. Thus more than 60 percent of the total population of India is rural by nature. A report by the National Council of Applied Economic Research (NCAER) shows that rural customers include more than 50% of consumers and is a prime market for consumer goods and essential services. Culture is the backbone of our country and if the pillar is strong, then she can lift our country to a higher level. The organizations are helping to sustain as well as restore the rich culture of the country with their programs. Today, the literacy rate in India puts on around 74%, up from 64% in 2001. (Survey of NSSO) given the rate of increase, it would take some 20 to 25 years to clear this problem. Therefore, the agenda of corporate CSR considers rural development as one important dimension.
On the one hand, a non-profit organization is an organization that exists to help provide some advantage or group or class of personal effort. As the name suggests, the organization will have all the advantageous features of an organization that is a mission statement, vision, offices, infrastructure and so on, but shall not include the objective to make a profit out of its operations. However to run any organization, funds are needed, and it has to come in to the non-profit that is in terms of financial concessions, subsidies, donations or services etc. in terms of staff support or infrastructure assistance. The sources for these funds could be
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements individuals, government or other institutions and finally charities. These business houses with their initiatives of CSR (corporate social responsibility) contribute to the mission of social progress and growth in India.
The most important reason to undertake CSR initiatives for several of the respondent companies is to be a good corporate citizen. Good corporate citizenship and CSR initiatives are inextricably linked with improved brand reputation, which is one of the most important drivers of CSR identified by the respondent companies. The second most important driver of CSR, in the opinion of corporate India, is that CSR provides an opportunity to improve relationship with local communities, which is at a variance from the articulated perception of CSR where a focus on compliance requirements is evidenced. A striking feature of the perception of drivers of CSR, contrary to the perception of CSR articulated earlier and the fact that it has a high influence on the respondents CSR strategy, is that companies at tach much less importance to regulatory compliance, improved employee relations and enhanced shareholder value as the drivers for CSR. This dichotomy is indicative of the emerging perception of CSR where companies shall endeavour in the future to perhaps transition from a Ethical-Statist Model (charity and employee focus) to a Liberal Stakeholder model for CSR. It is also pertinent to mention that several companies attach very high importance to the philosophy of the founding fathers as a principal driver of CSR. Since the philosophy of founding father drives CSR, several large and old Indian businesses adopt the ethical philanthropic approach to CSR. However there are instances where companies with a commendable CSR history have transitioned from philanthropic to triple bottom line model while retaining a part focus on philanthropy.
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To access new markets in other communities Presssure from ethical business partners Exploitation of potential competitive advantage Pressure from overseas partners
Alignment with industry trends Cost saving

Improved management of risk Compliance with legislation Improved standing with government and Enhanced shareholder value Improvement in employee relation
To bulid a global corporate brand Survival of business in long term

Opportunity to enhance reputation Stated philosophy of founding fathers Improved relation with local community To corporate citizen a good 0 10 20 30 40 50 60 70 80 90
1st Rank
2nd Rank
3rd Rank
4th Rank
5th Rank
Fig 3.2.1 Drivers of CSR
3.3 CSR: The Indian Reality

The Tatas have been practising CSR for years, long before it became an industry buzzword. Historically, that commitment has been displayed (though not always matched) by some other larger family-run business houses too like the Jindals, the Mahindras and the Godrej, for instance particularly in the years around Independence, when the government's socialsector spending was minimal.
While the pattern of corporate giving at family-run business houses is mostly determined by the founder and his scions, the emerging IT sector has adopted a more strategic approach to CSR. Giants Infosys and Wipro, both major drivers in reawakening corporate conscience,
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements have made substantial investments in education through foundations set up specifically for that purpose.
Smaller IT companies, headed by idealistic young Turks, are also displaying a strong desire to give back to society. In a flat world, India's young entrepreneurs cannot ignore the sharp rise in global expectations over the role of corporations in society. They are being compelled to rethink traditional rolesfrom being profit- maximising machines with allegiance only to shareholders, to full partners in their communities with sensitivity to all the 'stakeholders' concerned. "We get a lot of queries from companies who are looking at setting up CSR processes," says Sanjay Bapat, founder-director, indianngos.com. "Everyone is thinking about it.
But how many Indian businesses are going beyond 'thinking' to 'doing'? If you take Ingrid Srinath's word for it, not that many. Ingrid, chief executive of Child Relief & You (CRY), doesn't mince words. "The term I use for corporate giving is tokenism." Corporate giving compares poorly, she says, with individual giving. A '01 study by Sampradaan Indian Centre for Philanthropy estimated that urban individual household giving in he year 2000 amounted to Rs. 16.6 billion, but it had no reliable figures when it turned its sights on corporate giving.
"Nobody has collected data on this," says Pushpa Sundar, former director of Sampradaan and author of Beyond BusinessFrom Merchant Charity to Corporate Citizenship. "I tried to do a study and found that there was no funding for it." The problem with getting reliable figures isn't just a dearth of studies on the subject; it is that Indian business is yet unclear on what constitutes CSR.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Companies like ITC have made farmer development a vital part of its business strategy, and made major efforts to improve the livelihood standards of rural communities. Unilever is using micro enterprises to strategically augment the penetration of consumer products in rural markets. IT companies like TCS and Wipro have developed software to help teachers and children in schools across India to further the cause of education. The adult literacy software has been a significant factor in reducing illiteracy in remote communities. Banks and insurance companies are targeting migrant labourers and street vendors to help them through micro-credits and related schemes.
In June 2008, a survey was carried out by TNS India (a research organization) and the Times Foundation with the aim of providing an understanding of the role of corporations in CSR. The findings revealed that over 90% of all major Indian organizations surveyed were involved in CSR initiatives. In fact, the private sector was more involved in CSR activities than the public and government sectors. The leading areas that corporations were involved in were livelihood promotion, education, health, environment, and women's empo werment. Most of CSR ventures were done as internal projects while a small proportion were as direct financial support to voluntary organizations or communities. In a survey carried out by the Asian Governance Association, which ranks the top 10 Asian countries on corporate governance parameters, India has consistently ranked among the top three along with Singapore and Hong Kong, for the last eight years.
In another study undertaken by automotive research company, TNS Automotive, India has been ranked second in global corporate social responsibility. State-owned Bharat Petroleum and Maruti Udyog were ranked as the best companies in India. Bharat Petroleum and Maruti Udyog came on top with 134 points each, followed by Tata Motors (133) and Hero Honda
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements (131). The study was based on a public goodwill index and India received 119 points in the index against a global average of 100. Thailand was at the top slot with 124 points.
Several foundations run by corporate houses plan to devise a common strategy to ensure transparency in their social and community development operations, such as tracking spending in and progress of such projects in their annual reports. The effort is significant because it brings together a wide range of Indian companies to share ideas o n innovating sustainable programmes. Among them are Multi Commodity Exchange of India Ltd, Anil Dhirubhai Ambani Group and media company Bennett, Coleman and Co. Ltd. Audit firm KPMG will partner with them to offer guidance on evaluating corporate social responsibility or CSR programmesa trend companies are slowly embracing as India's expanding economy contrasts sharply with growing local protests over land for future industrial projects.
The network alliance stems from the first sustainability summit that was organized in January by the Associated Chambers of Commerce and Industry of India. CSR could prove to be a valuable asset in an age of mergers and acquisitions, especially as it helps companies spread their brand name, The new network will also serve as a common ground to lobby with the government for tax exemptions and safeguard other interests in the future.Indian companies have made little progress in reporting development projects. And only 48 companies have so far given their commitment to support the United Nations Global Compact, a charter for improving the global business environment through standards, such as labour rights and fighting corruption.
Addressing business leaders in May last year, Prime Minister Manmohan Singh said "Corporate social responsibility must not be defined by tax planning strategies alone. Rather,
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements it should be defined within the framework of a corporate philosophy, which factors the needs of the community and the regions in which a corporate entity functions. Some say companies have an inherent "mental block" in reporting development programmes. A recent KPMG study among 27 Indian companies showed that a mere 8% mentioned their social expenditures in their annual reports, and only 25% filed CSR reports at all. But a quarter of them are also signatories of the Global Reporting Initiative, a 10-year-old movement started by an NGO called Coalition for Environmentally Responsible Economies (CERES) and the United Nations Environment Programme. This encourages companies to make voluntary disclosures and lays down framework on improving reporting principles.
"Most companies tend to give to charities than make long-term development commitments. When a company voluntarily opens up for self-evaluation, it creates value for shareholders when competing with other companies," said Parul Soni, associate director of KPMG's Aid and Development Services. An estimated 100 corporate foundations and 25 foreign firms are involved in CSR activities in India, but statistics on input and output are elusive. According to Times' Pandey, the Indian corporate sector spent Rs. 30,000 crore on social expenditure during the last financial year, up from Rs. 17,500 crore the previous year. Quoting from a government report, he said, companies drew a total e xemptions of Rs. 5,500 crore under income-tax laws last year. These figures, an analyst said, sound improbable as Indian companies still do not distinguish between philanthropy and internal practices to benefit stakeholders such as employees and community.
Companies, too, continue to rely on different models to earmark its social expenditure, making it difficult to measure the overall impact. For instance, the Steel Authority of India Ltd (SAIL), the country's largest steel company, spent Rs. 100 crore on CSR last year; this
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements was 2% of its profit after tax, exclusive of dividend tax, according to SAIL spokesperson N.K. Singhal. Yet others, such as Tata Steel Ltd, which runs a 850-bed hospital and rural projects in 800 villages around Jamshedpur, spends an average of Rs. 150 crore as part of its annual revenue expenditure.
What eventually makes up for CSR of a company ultimately depends on leadership; as part of company decision, about 66% of Tata Sons, the holding group of the Tata group, is today owned by a trust. Pharmaceuticals company Jubilant Organosys Ltd, already runs an antituberculosis programme with the government of Uttar Pradesh. Apart from schools and hospitals that are run by trusts and societies, the government, too, is exploring to widen the scope of public-private partnerships to build and maintain schools and hospitals in return for a fixed annuity payment.
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Chapter 4 Introduction to Social Advertisements
4.1 Cause related advertisements

For many years, community development goals were philanthropic activities that were seen as separate from business objectives, not fundamental to them. Doing well and Doing good were seen as separate pursuits. That is changing. Today, the emergence of cause marketing programs, have heralded a dramatic shift in non profit for profit relationships. It has established the concept that community development and support could be positioned at the intersection of business objectives (sales/profits) and societal needs. Supporting a specific cause and being public about this support gives companies identifiable personalities, demonstrates what they stand for, and helps them connect with customers, suppliers, investors, employees, and the community. Cause marketing programs allow the consumers to overtly and publicly express their belief in and support for, the causes that are most important to them.
Cause marketing has been with us since our local shops and restaurants set up collection boxes for donations to local causes (more often, orphanages) near their cash counters. It was American Express that first coined the term Cause-related marketing in 1983. That year they launched a three-month marketing program around the Statue of Liberty Restoration Project. The objective: to increase card use and new card applications and at the same time raise money, awareness and support for the non profit Restoration Fund. American Express donated one cent for every card transaction and one dollar for every new card app lication. It backed the program with a $4 million advertising campaign aimed at reaching existing customers and drawing new ones. The results were impressive. In just three months, the Restoration Fund raised over $1.7 million. American Express Card usage rose 27% and new
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements card applications rose by 45% compared to the previous year. A fitting outcome to a well planned strategic effort. A clear demonstration that cause marketing could achieve strategic goals by linking a for-profit organization to a cause and enabling its consumers to financially support the cause by doing business with the for-profit organization. From that initial entry into the consumer mind space, and into marketing strategic space, cause marketing programs have evolved into a firmly established practice to be adopted by marketers.
The compulsions to use cause marketing have been brought into sharp focus by the studies done by Cone Inc., a marketing communications agency that has been tracking American attitudes towards corporate support of social issues for more than a decade. Acco rding to the 2004 Cone Corporate Citizenship Study, 8 in 10 Americans say that corporate support of causes wins their trust in that company, a 21% increase since 1997. A more significant finding of the report is the response to the statement, I am likely to switch from one brand to another that is about the same in price and quality, if the other brand is associated with a cause. A staggering 86% confirmed that they would do so, a rise from 81% in October 2001. Cause, has therefore become an important d ifferentiator, a means to promote products and enhance bottom lines for marketers today. According to the IEG Sponsorship Report, Chicago, US spending on Cause Marketing will hit $1.34 billion in 2006. Back in 1990 cause marketing spending was only $120 million.
Cause marketing allows a company to put its brand, marketing might and people behind a non profit cause that can provide mutual benefits to the company and the non profit entity. The cause marketing campaigns can vary in their scope and design, the types of non profit partners and the nature of the relationships among the companies and their non profit partners. In the most common type of relationship, for each purchase made by its customers
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements during a specified period of time, a portion of it is donated to the non profit entity. It is a winwin situation all around. Companies increase their sales, nonprofits get more funds and the consumer benefits because he feels a part of his purchase is going for a good cause.
There could be two forms of associations in terms of the time dimension: a) Temporary: The company ties up with the NGO for a short span of time. For example Epson donated a certain sum to CRY for every dot matrix printer sold during the month of August 2004 alone. b) Ongoing: Here the tie- ups are for longer periods of time, although they may not be permanent. For example, ITC markets the SOS Children's Villages of India range of greeting cards. The SOS brand is now the third largest brand in the social cause segment in greeting cards.
It has to be clarified that cause related marketing is not corporate philanthropy or sponsorship. It is a third new way, an intersection of the two. In a CRM program donations to the non-profit entity are based on exchanges that provide revenue to the donor, that is, sales. Hence a specific objective of all cause related marketing programs is sales and a promotion campaign is undertaken to leverage the right to the association. For example, ITC launched a nationwide campaign for water conservation. Dubbed Aashirvad - Boond Se Sagar, this initiative has over the years put into place 31,000 acres of life saving irrigation system benefiting over 40,000 people. Consumers who buy Aashirvad products (atta, spices and salt) were made aware that from its sale, a worthy contribution was being made to the water conservation efforts of the nation.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Sponsorships involve money or gifts in return for recognition with a particular cause or event. For example, Sahara India sponsors the Indian cricket team by providing funds to the Board of Control of Cricket of India. In return, the companys name and logo are placed on team uniforms and equipment and associated as Team Sahara India and the trophy named Sahara Cup. There is an expectation that this sponsorship will lead to greater brand awareness for Sahara India and target market affinity to the company will develop.
Unlike in the case of sponsorship the donor needs to undertake specific activities and pursue specific objectives for the program to be classified as ca use related marketing. Another difference is that both in philanthropy and sponsorship, the amount to be donated to the cause is negotiated in advance and is generally fixed. In the case of sponsorship, the amount represents the price for the association. In the case of cause related marketing the amount is variable as the donation is on a per transaction basis. Table 1 summarizes the differences between corporate philanthropy, sponsorship and cause related marketing. Activity Primary focus Time frame Corporate Philanthropy Organization Ongoing Sponsorships Product and Organization Traditionally of limited duration Marketing dept. Related personnel Increase brand awareness and target market affiliation Cause related Marketing Product Traditionally of limited duration Marketing dept. Personnel Increase product sales
Organizational Top management Membe rs Decision/ employee involved wide contribution Goals Improve and tie organizational competencies to social cause Funding Fixed Key outcomes No key outcomes
Fixed Variable Attitude (positioning) Behaviour (sales) Intension (preference) Intension Behaviour (sales) Attitude Sales impact None Indirect sales impact Direct sales impact Table 4.1.1 Difference between Cause Related Marketing and Corporate Philanthropy
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4.2 Why Cause Marketing

Companies are increasingly finding the marketing communications to be a challenging task. Marketers have discovered that: Technology is making our world smaller Consumers have easier and more access to information Consumers are communicating to each other more than ever before Consumers are more empowered and have more choices than ever before Yet it is becoming harder for the marketer to reach the target consumer. The proliferation of media channels have resulted both in audience fragmentation and information overload that even a consumer looking for a product may not find it. Faced with declining rates of preferred media consumption by the target audience, marketers have now found that aligning themselves with a cause has enabled them to break through the clutter and differentiate themselves in the eyes of the consumer. They are now investing in cause branding to align their organization with a cause that is relevant to customers. The marketer stakes a claim in the mind of the consumer thus: If Colgate is giving underprivileged children free denta l checkups along with Pratham (NGO) and the Indian Dental Association, I will support Colgate and tell my friends and family to do the same. This is the potential advantage that cause marketing can create for the organization. Obviously then, there is a need to strategize the cause marketing effort. Yet as we scan the cause marketing scene in India over the last two decades, we are accosted mainly with examples that resemble relatively superficial and tactical partnerships. Tactically cause marketing programs fall into three general categories: 1. Transactional: Programs are designed to offer to make a contribution to a designated cause based on consumer activity such as buying a product or shopping at a particular retail store. The Tsunami disaster gave ample scope for hundreds of retail outlets to say they will donate to Tsunami Relief Funds for purchases made at their establishments.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 2. Message promotion: Joint campaigns that raise awareness of a causes message (e.g. Fight polio, tuberculosis, cancer) or participation in its programs (e.g. join us in eradicating illiteracy) while building a positive association with the corporate sponsor or its brands. MTV, being a youth channel, regularly created excellent public service advertisements aimed at youth on issues which matter to the young of this country. For example on the importance of adult franchise to first time voters. 3. Licensing: Typically, under this method, a non-profit licenses a company to develop, produce and market/distribute a mission related product that is promoted either with the organizations brand name or co-branded with both the companys and nonprofits name for a fixed number of products produced or for a fixed time period. For example: WWF logos on stationery.
The plethora of cause marketing programs that aim at creating short term burst in sales go on only to highlight the purely promotional, tactical and short term nature of the programs undertaken. Cause marketing programs need to become more strategic to reap the benefits that they are expected to create. Figure 1 presents a schematic representation of strategic and tactical CRM.
To illustrate the difference, if a textile mill producing cotton fabrics decides to contribute to the improvement of the living conditions of cotton farmers, initiates this five years ago and decides to continually pursue it, through a sales related donation of 5% of their product prices and senior management visit the farmers periodically to assess their progress it is a Strategic Cause marketing effort. The same company can be said to have designed only a tactical Cause Marketing program when it announces that it is contrib uting to cleaning up the
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements polluting river in their home town through a donation of 0.50% of the sale proceeds of fabrics for a month.
Low Congruence Duration Tactical Cause Related Marketing Invested Resources Management Involvement Strategic Cause Related Marketing High
Fig 4.2.1 Schematic representation of Tactical and Strategic Cause Related Marketing
It needs to be emphasized that there needs to be a natural congruence between the companys core business and the cause, which will lead to greater benefits. A strategic cause marketing program will therefore focus on designing a program that will be relevant to four key audiences: 1. The cause must align with the product or service. The program must embody a core value to be authentic and embraced both by the employees and its consumers. 2. The cause partner must have a natural affiliation with the brand 3. The cause must be relevant to the core customer segment, so that they accepts its virtue and become advocates for the cause and the product. 4. The cause must be relevant to the target consumers so that it will draw new consumers to the product and drive increasing participation in fund raising for the cause.
For example, as part of its Cause Marketing Effort, Vodafone in the U.K. is in partnership with the National Autistic Society (NAS). NAS is a national charity working with people affected by autism. Autism manifests itself in many ways, but it is true to say that all
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements sufferers have difficulty making sense of the world. Being a communication company, Vodafone zeroed in on NAS as it typically involves a communication problem. Vodafone helps the NAS improve the lives of people with autism, publicize the issues and help the NAS to grow. Similarly, in the U.S., Kraft, in the foods business, supports programs to feed the hungry, the book store Barnes and Noble supports literacy initiatives and Lenscrafters, which is in the vision care business donates eyeglasses to low income families. Equal presents America's Walk for Diabetes, a partnership of Equal and the American Diabetes Association, is a good match. When people think of diabetes, they think of sugar. So what is more logical a connection than Equal, a leading sugar substitute, raising research money to find a cure for diabetes? All these examples present situations where the cause is well chosen, and the idea makes sense.
A high-tech company partnering with an organization whose mission is to advance education and training opportunities would seem to display a natural fit. A food company involved in an effort to fight hunger is a logical pairing. Companies do have a lot of leeway in zeroing in on issues and causes that are wide ranging and affect different segments of people. It is evident that some combinations make more sense than others. The fit needs to be logical. A clothing company that manufactures sweaters decided to support a massive campaign against capital punishment and failed to make the logical connect with its target consumers through this campaign and found its sweater sales still declining. A cause marketing campaign, like any other good marketing campaign, must recognize that its campaigns turn out to be successful and effective when its target customers are able to quickly and easily identify t hemselves with the central message of such a campaign.
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4.3 Causes Advertised

Over the past few years, there have been many causes which various companies have took up and advertised their product in association of that cause. Below mentioned are some of the more well known ones.
4.3.1 P&Gs Shiksha Campaign

India has the world's largest number of uneducated children. Shiksha is another cause marketing P&G program to help children across India achieve their right to education, in association with India's premier child rights organization Child Rights and You (CRY) and Sony Entertainment Television. Shiksha has entered its third year. Some of Indias leading film stars have united to appeal to consumers to support Shiksha by buying large packs of Tide, Ariel, Pantene, Head & Shoulders, Rejoice, Vicks VapoRub, Whisper, Gillette Mach 3 Turbo or Pampers during April, May and June, 2006 and lead a child to the path of education. Irrespective of sales, P&G has committed a minimum of Rs. 1 crore to Shiksha, which will be allocated to education- focused projects.
In 2005, Shiksha received tremendous support from consumers, the news media and influencers resulting in P&G contributing Rs. 1.26 crore which helped support the education of 11,000 children in 109 villages. Shiksha has helped make a positive difference by working with the State Education Departments to re-look at existing education policies; creating awareness to build more schools with better infrastructure; enrolling more children into formal schools; and building all- round development of children through education. Some key positive actions that Shiksha 2005 made possible include: Enrollment of 230 children into formal schools Lok Shikshan Abhiyan (Osmanabad, Maharashtra) campaign in 35 villages against child labour and early marriages helped achieve 100% enrolment in schools
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Community Service Guilds (Salem and Namakkal districts, Tamil Nadu) that drove awareness on education, built more schools, and sensitized employers to tackle the issue of child labour The Association of People with Disability (Kolar, Karnataka) provided adequate education infrastructure and learning material thus ensuring the development rights of disabled children in schools Tribal Development Society (Bellary district, Karnataka) set up leadership trainings and angadwadis, and continued to create awareness on education and health issues Chetna Vikas (Wardha district, Maharashtra) setup Bal Sabhas and sustained nine Bal Bhawans focusing on learning through art and games to imp rove the childrens confidence, creativity and expression, and in addition conducted support classes for academically weak students.
P&G initially ran Shiksha as a joint educational initiative with MAA TV in Andhra Pradesh. It announced that on purchase of any P&G product; Vicks, Whisper, Ariel, Tide, Head & Shoulders or Pantene, a mother can win either Rs. 2 lakhs towards Graduate Education Fee of one child (23 such Prizes), or Rs. 5,000 towards Next Year's Tuition Fee for one child (96 such Prizes) and a number of other Consolation Prizes, all courtesy P&G. Everyday, Rs. 2,25,000 worth of prizes were announced on MAA TV until 12th June 03, totaling to Rs. 5 million+ dedicated by P&G.
4.3.2 Tata Teas Jaago re campaign

In a short span of time, Tata Tea has gone from owning only 3 per cent of market share (1980s) to becoming the number one tea brand in India. How has it risen so fast and what role has CRM (sometimes also known as Social-Cause Marketing or SCM) played in the rise?
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In a bid to target customers from all regions and stratas of society, Tata Teas product/ price portfolio comprised tea for each segment. This entailed innovation and the regular introduction of new flavours and new look products such as flavoured tea under the Tetley brand in 2003, sold with the ad line A twist in your tea, a twist in your life (Chai mein twist...Life mein twist).
By the mid nineties, top management felt that there was a need for a combined marketing strategy covering all its national brands- Premium, Gold, Agni and Life, which could promote the mother brand as a whole. They seized upon Cause Related Marketing (CRM) which had taken off in the US in the 1980s. In CRM a corporation allies itself with a non-profit social organization, typically by donating receipts from sales to the non-profit. In this sort of alliance, the corporation builds brand image while the non-profit increases its funding (see box for more on CRM).
For its foray into CRM, Tata Tea wanted to associate its brand with civic consciousness. Moving away from positioning tea as just a revitalizing drink and instead stressing social responsibility, they also wanted their campaign to target young Indians. To conceptualize the idea Tata Tea hired the advertising agency Lowe Lintas. The agency came up with the Jaago Re! campaign and its theme Every morning-dont just get up, wake up (Har subah sirf utho math- Jaago Re!). The slogan raised in a memorable way the idea of social awakening.
A series of 10-second advertisements brought to the forefront several problems- corruption, improper roads, responsibility of political leaders, role of police. The first commercial, for
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements example, featured a young man investigating the credentials of a political leader involved in an election campaign. The idea was to connect with the consumers on emotional issues, to get young people fired up about questioning the system. Given the target group, the ads were promoted using media favored by young people. The Internet was foregrounded- social networking sites and blogs, and a website, www.jaagoindia.org, promoted the campaign.
The campaigns were a huge success and helped drive Tata Teas sales from approximately $910 million in 2007 to over $970 million in 2008. Seeing the monetary benefits and increase in brand loyalty, Tata Tea decided to take the campaign further and focus even more on social issues.
Thus was born the second phase of the campaign, which focused on the Indian general elections (Jaago Re! One Billion Votes). For the campaign to be powerful, it needed to penetrate down to grass root levels - to achieve this Tata Tea partnered with Janaagraha, a Bangalore based NGO.
The aim of the campaign was to alert citizens to their voting rights. Besides bringing out the votes, the campaign also guided the youth through the voting process. A website, www.jaagore.com, was set up to enable registration for voting. Several ads were designed in this phase, which urged the citizens, especially young ones towards a transformation of Indian society through voting. The most popular ad featured the message If you are not casting your vote on election day, you are sleeping (Election Ke din agar aap vote nahin Kar rahe ho, to aap so rahe ho).
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements That ad helped pull over 600,000 people towards the website to register for voting. IT giants with large numbers of young employees such as Infosys and Wipro supported the campaign; most of their employees registered for voting through Jaago Re. The campaign also generated support from Bollywood celebrities.
Tata Teas market share increased from 19.4% in 2007 to 20.6% in 2008. The sales, brand loyalty and increase in market share clearly showed that these social marketing campaigns were well received by the customers.
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Chapter 5 Consumer attitude towards social advertisements
5.1 Introduction to consumer attitude towards social advertisements

The use of cause-related marketing as a marketing platform has been progressively employed by companies, as consumers increasingly value corporate support of social causes. Marketers' efforts to reach consumers via cause tie- ins have gained consumers' trust and brand loyalty. A national survey conducted by GolinHarris (2005) in the United States revealed that 40 percent of respondents said that a company's commitment to good corporate citizenship would make them more willing to try the company's products for the first time. In the same survey, 32 percent of respondents believed that investing in corporate citizenship would improve trust in the company, as well as its people and products. In Cone's 2004 corporate citizenship study, 72 percent of those surveyed responded that it is acceptable for companies to affiliate with causes in their marketing, up from 66 percent in 1993 (DaSilva, 2004). This study also demonstrated that 86 percent of respondents would be willing to switch brands based on a company's support for social causes, all else being equal. In 1993, 66 percent of those surveyed replied the same.
Along with the increasing popularity of cause-related marketing practices, both scholars and practitioners have extensively evaluated cause-related marketing strategies and tactics, and analyzed their impact on consumers' perceptual and behavioral relationship with the sponsoring brand and/or the sponsored cause (e.g., Barone, Miyazaki, and Taylor, 2000; Cone, Feldman, and DaSilva, 2003; Hoeffler and Keller, 2002; Sen and Bhattacharya, 2001). For example, Lafferty, Goldsmith, and Hult (2004) discovered that the cause-brand alliances enhanced consumers' attitudes toward the cause and the brand if perceptions of the alliance were favourable. This study emphasized the importance of the cause-brand fit for a successful
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements cause-related marketing campaign. Lichtenstein, Drumwright, and Braig (2004) provided evidence that consumers' perceptions of corporate social responsibility have a favourable effect on perceptual corporate benefits (e.g., loyalty or emotional attachment) and behavioural corporate benefits (e.g., purchase behaviour) when the consumers' self-concepts are similar to their perceptions of the corporation. In addition, this study showed that consumers' perceived corporate social responsibility increased their non-profit donations through consumer-corporate identification. In their study examining the impact of vague quantifiers of cause-related marketing advertising copy, Pracejus, Olsen, and Brown (2003) discovered that the abstract wording used in cause-related marketing advertising copy (e.g., a portion versus a substantial portion) largely impacted donation estimates, a nd that the donation amount (e.g., 0, 1, 5, and 10 percent of retail price) had a positive impact on brand choice.
Although previous studies have emphasized the significance of cause-related marketing in terms of its effects on consumer attitudes and behaviours and have suggested insightful managerial implications for both profits and nonprofits, there has been little systematic investigation that profiles consumer advocates of cause-related marketing. This process of profiling helps marketers make the strategic and tactical decisions of cause-related marketing programs, including targeting, message strategy, media planning, cause selection, and other strategic decisions (Dutta and Youn, 1999; Dutta-Bergman, 2006). Such a segmentational approach to classifying who is (or not) in favour of cause-related marketing is also useful as it adds to our knowledge about what consumer characteristics explain the attitude toward causerelated marketing and how to communicate with cause-related marketing advocates.
45
5.2 Support for cause-related marketing as pro social behaviour

Nonprofits can benefit from brand partnerships not only through fundraising and other marketing resources that companies offer, but also through consumer donations through cause-related marketing programs. By engaging in revenue-providing transactions with the company, consumers directly or indirectly contribute a specified amount to the designated cause that the company represents. In conjunction with this notion, consumers special efforts to buy a product tied to social causes are considered a pro social behaviour because it represents advocacy for a behaviour that improves the well-being of society as a whole, instead of satisfying self- interests. Thus, this study applies a pro social behaviour as a basic theoretical framework for understanding consumer motivations for supporting corporate cause-branding activities. It seems logical to expect that motivations behind pro social behaviours would be related to the motivations explaining consumer support for corporate cause-branding programs. A key to the discussion is what motivates consumers to engage in pro social behaviours.
5.2.1 Psychographic factors

Scholars have suggested that psychographic factors reflect more enduring and stable dispositions that motivate consumers to form attitudes or guide behaviours. Ajzen and Fishbein argued that psychographic factors are considered residues of past experiences, which impact the beliefs or attitudes individuals hold. Such motivational insights of psychographics can be also found in Katz's functional attitude theories.
Individuals engage in pro social behaviour to express certain attitudes. For example, through pro social behaviour, individuals manifest their values, gain social opportunities, protect the ir ego, or enhance their ego. Understanding the reasoning behind consumers' attitudes toward
46
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements cause-related marketing would be insightful for designing effective programs that shape, reinforce, and alter those attitudes.
5.2.2 Locus of control

Previous studies showed that psychographic factors such as locus of control and self- efficacy are related to pro social behaviours. In general, locus of control refers to the belief of whether or not their own actions can lead to predictable outcomes. Internals believe that they can control their lives and environments and that their actions can change outcomes. Externals believe that they cannot control their lives and that outcomes are due to outside forces, such as luck or the influence of powerful individuals. Relating to environmental beliefs and behaviour, prior studies found that internals are more likely to engage in responsible environment behaviours than externals. Internals are more likely to believe that their recycling behaviours can change the environment positively, while externals are less likely to engage in recycling behaviours. Internals have been found to show greater social interests than externals, where social interests refer to empathy, a feeling of belonging, contribution to welfare, and understanding others.
Not all studies, however, have supported these relationships. Lerner and Reavy found that externals were more likely to be altruistic or help others than internals. Stevick and Addleman discovered that locus of control was not related to volunteering. Although conflicting findings exist regarding the relationship between locus on control and pro social behaviours, this study expected internals to support corporate cause marketing efforts. It is more likely that internals believe in their own abilities to have control over their environment and to produce predictable outcomes by engaging in corporate cause-branding efforts. Internals attempt to master circumstances and expect that their actions can bring about
47
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements change for the environment. Thus, internals are more likely to advocate corporate causebranding activities than externals because they believe they can improve society by purchasing products sponsoring social causes or issues.
5.2.3 Self-confidence
Previous studies have attested that self-confidence or self-esteem is related to caring about others' well-being. Helping others is motivated by a desire to maintain and enhance one's selfconfidence or self-esteem. It is likely that individuals who perceive themselves competent are engaged in pro social behaviours because they believe in their capacity to effectively allocate their resources to others in need. Self-confident people are more likely to exercise control over the events that influence their lives. For those with self-confidence, their efforts to buy products tied to social causes or charities would be considered as a way of helping others. They may want to make a difference in their community through their purchasing.
5.2.4 Public self-consciousness

Pro social behaviours have been viewed through motivations of self-concern. Individuals help others as the means by which they create a desired impression of themselves in front of others. Such concerns about what other people may think are known as public selfconsciousness or self- monitoring. Those high in public self- consciousness may use pro social behaviours to influence others' perceptions of themselves. Motivation to present themselves in a good light may lead to supporting corporate-sponsored social causes because they want to maintain or enhance their positive image through purchasing. Highly public self-conscious people are expected to be more supportive of cause marketing because helping charitable causes is considered socially desirable.
48
5.2.5 Interpersonal trust

Scholars explain interpersonal trust as an individual's tendency to believe others to be honest. A bulk of research has indicated that interpersonal trust is positively associated with altruistic behaviours. Cadenhead and Richman found that trust has a pos itive relationship with overall pro social behaviours (e.g., giving money to charity). Individuals with high interpersonal trust tend to make more sacrifices for others than those with low trust. Interpersonal trust would facilitate blood donation, particularly among consumers who do not typically donate. Relating to cause-related marketing, consumers views of others as trustworthy and generous would influence their tendency to support corporate involvement in social causes through purchasing. When consumers do not trust marketers as exchange partners or the claims made in cause-related marketing campaigns, they are not likely to purchase products or services tied to the cause through a company's involvement. Consumers with low interpersonal trust may find it difficult to trust companies engaged in cause-related marketing, leading to less support for cause-related marketing activities.
5.2.6 Advertising scepticism

Consumers scepticism toward advertising would be related to their perceptions of the motives for a company's involvement in cause-related marketing programs. In general, advertising scepticism describes consumers tendencies to doubt the truthfulness of advertising messages and marketers' motives for the messages. Consumers who are sceptical of advertising tend to steer clear of advertising and show a lack of connection between advertising and purchase intention. In connection with cause-related marketing, consumers distrust toward advertising leads to scepticism toward cause-related marketing, indicating that consumers no longer believe company's altruistic intentions of charitable giving. In their study, it has been found that sceptical consumers in cause-related marketing are less likely to respond positively to cause-related marketing as opposed to less sceptical consumers.
49
5.2.7 Personal and social responsibility

It has been argued that a sense of responsibility drives pro social behaviours. Prior studies have found that personal and social responsibilities are the most important correlates of charitable giving or donation. In connection to support for cause-related marketing, consumers commitments to engage in responsible behaviours may carry into their attitudes toward cause-related marketing programs. Individuals who are responsible initiates in their lives are more likely to be engaged in their efforts to purchase products that align with social causes. It seems logical to address that individuals with a sense of responsibility are more likely to be civic-minded and have strong moral norms to better society. In this study, healthy-eating consciousness is employed as a surrogate of personal responsibility, while environmental concern is used as an indicator of social responsibility.
5.2.8 Religiosity
Scholars have recognized religiosity as a gateway to different forms of pro social behaviours. Individuals' religious beliefs regarding giving back what they have received leads them to volunteer or participate in community service. Indeed, it has been found that individuals who affiliated with an organized religion tend to have a higher likelihood of volunteering. Among adolescents, it is found that a religious belief was positively associated with civic engagement such as publicly demonstrating or petitioning for a cause. Such motivation to give back may lead religious individuals to support corporate involvement with charitable causes.
5.2.9 Social networks

Social networks have been found to influence motives for pro social behaviours. Network ties increase opportunities to come into contact with friends or neighbours who are already
50
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements participating in volunteer activities or appreciate a sense of responsibility to the organizations with which friends or neighbours volunteer. Extroverts who have extensive social networks are more likely to volunteer for charities than introverts. Extroverts have more diverse social connections with people and participate in various events. Such social connections may provide more chances for volunteering. Relating to cause-related marketing, individuals with social networks are more likely to show great concerns for social causes because they are more knowledgeable about specific non profit organizations or social causes. They may be more familiar with organizations and causes, so they feel they are responsible for helping others by purchasing products or services aligned with social causes.
51
Chapter 6 Research Methodology

Need for the study:Consumers are becoming increasingly aware about social causes. With the increase in the purchasing power of an individual, he/she is willing to go about buying new products. An individual is also trying to be a good social citizen. Thus one might buy products from companies that one feels is contributing to society. This along with the pull of celebrities to the general public towards social campaigns is making companies to align themselves with social causes. This project is needed to find if there is a requirement for companies to become involved socially so that it may benefit them financially.
Research Objectives: To find the attitude of consumers towards cause related advertisements To find out if there is any behavioural change in the consumers after watching cause related advertisements To find the effect of cause related advertisements on brand recall To find the effect of cause related advertisements on brand loyalty
Research Methodology: Universe: People who see advertisements on television or print or hear it on the radio. Sample: N=150. Sampling technique used will be convenience sampling o Gender: Male = 75 Female = 75
52
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements o Age Group: 21 years 30 years = 50 31 years 40 years = 50 41 years 50 years = 50
o Monthly Household Income Group: Rs. 15,000 Rs. 25,000 = 50 Rs. 25,000 Rs. 50,000 = 50
Greater than Rs. 50,000 = 50
Data Sources:Data was collected from primary and secondary sources. A questionnaire was used for primary data collection. Secondary data was gathered from books, websites research journals etc.
Limitations of the study:The study was limited to Mumbai city and thus the results of the study cannot be implied for the rest of the country.
53
Chapter 7 Data Analysis and Interpretation

For primary data collection a structured questionnaire was made which was filled by respondents of various age groups, income groups and gender across the city of Mumbai. Once the data collection was completed, analysis was carried out using SPSS, software for analyzing the data. Data analysis tools like frequencies, cross-tabs, anova and factor analysis was used to get the output of the data.
7.1 Data Analysis

7.1.1 Respondent Profile
7.1.1.1 Gende r
Fig 7.1.1.1
54
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.1.1, it can be observed that the data collected is not of equal number of males and females. The number of males is more than the number of females. But since the difference is only of a small percentage, the gender bias can be ignored.
7.1.1.2 Age Group
Fig 7.1.1.2 From the above figure 7.1.1.2, it can be observed that the data collected across various age groups is not equal in number. Majority of the sample is from the younger age group of 21 years 30 years and forms almost 50% of the sample. Thus the analysis will be more from the point of view of the younger generation. The sample size of the age group of 31 years 40 years and 41 years 50 years is also considerable and analysis will hold true for it.
55
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.1.1.3 Monthly Household Income
Fig 7.1.1.3 From the above figure 7.1.1.3, it can be observed that maximum respondents were having a monthly household of Rs. 25,000 Rs. 50,000 closely followed by respondents with monthly household income greater than Rs. 50,000.
56
7.1.2 Descriptive Analysis
Mean
2.08
Fig 7.1.2.1 From the above figure 7.1.2.1, it can be observed that most of the respondents spend around 1-2 hours watching TV every day. A very few number of respondents watch more than 4 hours of television every day.
Mean
1.72
Fig 7.1.2.2 From the above figure 7.1.2.2, it can be observed that half of the respondents prefer to surf channels when ads are being aired whereas the other half watch advertisements.
57
Mean
2.20
Fig 7.1.2.3 From the above figure 7.1.2.3, it can be observed that most of the respondents see an entire ad, if at all they see an advertisement and very few of them have never watched an entire ad.
Mean
2.61
Fig 7.1.2.4
58
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.4, we can suggest that most of the respondent disagree to the statement that ads are dull. Only a very few respondents felt that ads are dull,
Mean
3.47
Fig 7.1.2.5 From the above figure 7.1.2.5, it can be suggested that most of the respondents finds advertisements to be informative. Only very few of the respondents do not find ads to be informative.
Mean
3.99
Fig 7.1.2.6
59
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.6, it is observed that most of the respondents feel that advertisements are a good way to be updated about the latest market offering. Only very few of them feel that ads are not a good way to be updated about the market offerings.
Mean
3.76
Fig 7.1.2.7 From the above figure 7.1.2.7, it can be concluded that most of the respondents find that advertisements are a good way to raise social awareness. Only a negligible number of respondents feel that they are not a good way to raise social awareness.
Mean
2.43
Fig 7.1.2.8
60
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.8, it is observed that most of the respondents disagree to the statement that advertisements are unnecessary. Only a few of the respondents find them to be unnecessary.
Mean
2.69
Fig 7.1.2.9 From the above figure 7.1.2.0, it can be observed that most of the respondents disagree with the statement that ads can only be watched once.
Mean
3.28
Fig 7.1.2.10
61
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.10, it can be observed most of the respondents feel that ads are not a good way to follow their favourite celebrity. Only a few of the respondents fell that they are a good way to follow their favourite celebrity.
Mean
2.75
Fig 7.1.2.11 From the above figure 7.1.2.11, it can be deduced that most of the respondents would mind having to pay a bit extra if it meant they could avoid watching advertisements.
Mean
3.61
Fig 7.1.2.12
62
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.12, it can be observed that most of the respondents would watch an entire advertisement if it was of their preferred brand.
Mean
3.82
Fig 7.1.2.13 From the above figure 7.1.2.13, it can be observed that most of the respondents would watch an entire advertisement if they liked the music. Only a few respondents disagree with this.
Mean
3.73
Fig 7.1.2.14
63
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.14, it can be observed that most of the respondents would watch an entire advertisement if they liked the graphics or special effects used in the ad. Only a few respondents disagree with this.
Mean
3.47
Fig 7.1.2.15 From the above figure 7.1.2.15, it can be observed that most of the respondents would watch an entire advertisement if they liked the models used in the advertisement. Only a few respondents wouldnt watch an entire advertisement even though they like the model in the advertisement.
64
Mean
4.15
Fig 7.1.2.16 From the above figure 7.1.2.16, it can be observed that most of the respondents would watch an entire advertisement if the ad had humour in it. Only a negligible number of respondents disagree with this.
Mean
3.65
Fig 7.1.2.17
65
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.17, it can be observed that most of the respondents feel that if an ad portrayed emotions, they would watch the entire ad.
Mean
4.34
Fig 7.1.2.18 From the above figure 7.1.2.18, it can be observed that most of the respondents strongly feel that if an ad is creative then they would watch the entire ad.
Mean
3.21
Fig 7.1.2.19
66
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.19, it can be observed that most of the respondents like to see advertisements which have stunts performed in them.
Mean
3.89
Fig 7.1.2.20 From the above figure 7.1.2.20, it can be observed that most of the respondents would see an entire ad if it had a good storyline.
Mean
3.11
Fig 7.1.2.21
67
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.21, it can be observed that most of the respondents feel viewing a cause related advertisement and participating in a social cause has no connection. But again a considerable number of respondents feel that social cause related advertisements would make them participate in the social cause.
Mean
2.64
Fig 7.1.2.22 From the above figure 7.1.2.22, it can be observed that most of the respondents would get socially involved with some or the other cause if they saw cause related advertisements. Very few respondents feel that watching social cause related advertisements would not get them socially involved.
68
Mean
3.24
Fig 7.1.2.23 From the above figure 7.1.2.23, it can be observed that most of the respondents feel that cause related advertisements motivates them to involve others in helping out for a social cause.
Mean
2.25
Fig 7.1.2.24
69
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.24, it can be observed that cause related advertisements are a good way to get the people socially aware.
Mean
3.14
Fig 7.1.2.25 From the above figure 7.1.2.25, it can be observed that most respondent would look up the social cause if they saw an advertisement about it.
Mean
3.34
Fig 7.1.2.26
70
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.26, it can be observed that most respondents discuss the social cause if they see an advertisement about it.
Mean
2.81
Fig 7.1.2.27 From the above figure 7.1.2.27, it can be observed that most of the respondents neither agree nor disagree to the statement that cause related advertisements make them consider the brand as a part of their purchase decision.
Mean
2.77
Fig 7.1.2.28
71
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.28, it can be observed that most of the respondents neither agree nor disagree to the statement that cause related advertisements make them recommend the brand for purchase by others.
Mean
3.51
Fig 7.1.2.29 From the above figure 7.1.2.29, it can be observed that most of the respondents fell that they recall the brand and the cause they are associated with.
Mean
3.81
Fig 7.1.2.30
72
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.30, it can be observed that most of the respondents fell that they recall the social message even after seeing the social ad.
Mean
3.35
Fig 7.1.2.31 From the above figure 7.1.2.31, it can be observed that most of the respondents feel they can recall the celebrity endorsing the social cause after seeing the cause related advertisement.
Mean
3.46
Fig 7.1.2.32
73
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.32, it can be observed that most respondents recall the jingles used in social ads.
Fig 7.1.2.33 From the above figure 7.1.2.33, it can be observed that around 80% of the respondents can associate the Nanhi Kali campaign with the Mahindra & Mahindra brand.
74
Fig 7.1.2.34 From the above figure 7.1.2.34, it can be observed that only very few respondents can correctly associate the brand with it social cause.
Mean
3.25
Fig 7.1.2.35
75
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.35, it can be observed that a large number of respondents consider brands that do cause related advertisements as socially responsible brands.
Mean
3.16
Fig 7.1.2.36 From the above figure 7.1.2.36, it is observed that most of the respondents can keep seeing ads which convey a social message.
Mean
2.96
Fig 7.1.2.37
76
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.37, it is observed that most respondents disagree with the statement that cause related advertisements have little impact on their minds.
Mean
2.46
Fig 7.1.2.38 From the above figure 7.1.2.38, it is observed that most respondents disagree with the statement that they avoid buying products of brands that do cause related advertisements.
Mean
3.15
Fig 7.1.2.39
77
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements From the above figure 7.1.2.39, it is observed that most respondents wouldnt mind paying a premium for a product of a brand that generates social awareness through its advertisements.
Mean
3.16
Fig 7.1.2.40 From the above figure 7.1.2.40, it is observed that most respondents would associate with a brand for a long time if it conveys social message through its advertisements.
78
7.2 Data Interpretation

7.2.1 Cross-Tabs
Specifies the gender of the respondent * Specifies the times spent by the respondent wat ching TV Ho: There is no significant difference between the gender of the respondent and the time spent by the respondent watching TV Ha: There is a significant difference between the gender of the respondent and the time spent by the respondent watching TV
Specifies the times spent by the respondent watching TV
Less than 1 hour 1-2 hours 3-4 hours More than 4 hours
Total
Specifies the gender of the respondent
Male
19
45
19
88
Female 16
30
14
62
Total
35
75
33
150
Table 7.2.1.1
Chi-Square Tests
Asymp. Sig. (2Value Df sided)
Pearson Chi-Square
.818
.845
Likelihood Ratio
.837
.841
Linear-by-Linear Association
.378
.539
N of Valid Cases
150
Table 7.2.1.2
79
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Accept Ho i.e. there is no significant difference between the gender of the respondents and the time spent by the respondents watching TV since the degree of significance is 0.845 which is greater than 0.05.
Specifies the gender of the respondent * Specifies the attitude of the res pondent towards watching advertisements
Ho: There is no significant difference between the gender of the respondent and the attitude of the respondent towards watching advertisements Ha: There is a significant difference between the gender of the respondent and the attitude of the respondent towards watching advertisements
Specifies the attitude of the respondent towards watching advertisements
I surf the channel when
I watch the advertisements I consciously watch advertisements Total
advertisements are aired because they are aired
Specifies the Male gender of the respondent
49
21
18
88
Female 27
19
16
62
Total
76
40
34
150
Table 7.2.1.3
80

Chi-Square Tests
Pearson Chi-Square
2.144 a
.342
Likelihood Ratio
2.149
.342
1.687
.194
N of Valid Cases
150
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.05.
Table 7.2.1.4 Accept Ho i.e. there is no significant difference between the gender of the respondents and the attitude of the respondent towards watching advertisements since the degree of significance is 0.342 which is greater than 0.05.
Specifies the gender of the respondent * Specifies the advertisement vie wing habit of the respondent
Ho: There is no significant difference between the gender of the respondent and advertisement viewing habit of the respondent Ha: There is a significant difference between the gender of the respondent and advertisement viewing habit of the respondent
81

Specifies the advertisement viewing habit of the respondent
I have never watched If at all I see an a complete advertisement advertisement, I watch it completely
It does not matter to me if an advertisement is being aired Total
Specifies the gender of the respondent
Male
52
29
88
Female
42
14
62
Total
13
94
43
150
Table 7.2.1.5
Chi-Square Tests
Pearson Chi-Square
1.924 a
.382
Likelihood Ratio
1.958
.376
1.586
.208
N of Valid Cases
150
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.37.
Table 7.2.1.6 Accept Ho i.e. there is no significant difference between the gender of the respondents and the advertisements viewing habit of the respondents since the degree of significance is 0.382 which is greater than 0.05.
82
Specifies the age group the respondent belongs to * Specifies whether t he respondents finds advertisements to be dull
Ho: There is no significant difference between the age of the respondent and whether they find the advertisements to be dull Ha: There is a significant difference between the age of the respondent and whether they find the advertisements to be dull
Specifies whether the respondents finds advertisements to be dull Strongly Neither Agree Strongly Agree Agree 11 3 1 1 Total 83 37
Disagree Disagree nor Disagree Specifies the age 21 years - 30 years 6 group the respondent belongs to 41 years - 50 years 1 Total 10 16 60 9 60 31 years - 40 years 3 14 16 30 35
4 18
0 2
30 150
Table 7.2.1.7
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 4.835 a 5.227 .460 150 df 8 8 1 Asymp. Sig. (2-sided) .775 .733 .497
a. 7 cells (46.7%) have expected count less than 5. The minimum expected count is .40.
Table 7.2.1.8
83
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Accept Ho i.e. there is no significant difference between the age of the respondents and whether they find the advertisements to be dull since the degree of significance is 0.775 which is greater than 0.05.
Specifies the age group the respondent belongs to * Specifies whether t he respondents finds advertisements to be informative
Ho: There is no significant difference between the age of the respondent and whether they find the advertisements to be informative Ha: There is a significant difference between the age of the respondent and whether they find the advertisements to be informative
Specifies whether the respondents finds advertisements to be informative Strongly Disagree Specifies the age group the respondent belongs to 31 years - 40 years 0 5 9 22 1 37 21 years - 30 years 2 Neither Agree Disagree nor Disagree 14 20 Strongly Agree Agree 45 2 Total 83
41 years - 50 years 0 Total 2
4 23
4 33
20 87
2 5
30 150
Table 7.2.1.9
84
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio 5.044 a 5.747 df 8 8 1 sided) .753 .676 .093
Linear-by-Linear Association 2.830 N of Valid Cases 150
Table 7.2.1.10 Accept Ho i.e. there is no significant difference between the age of the respondents and whether they find the advertisements to be informative since the degree of significance is 0.753 which is greater than 0.05.
Specifies the age group the respondent belongs to * Specifies whether t he respondent feels that ads are a good way to be updated about the late st market offering
Ho: There is no significant difference between the age of the respondent and whether they find the advertisements to be a good way to be updated about the latest market offerings Ha: There is a significant difference between the age of the respondent and whether they find the advertisements to be a good way to be updated about the latest market offerings
85

Specifies whether the respondent feels that ads are a good way to be updated about the latest market offering Neither Agree nor Disagree Disagree Specifies the age group the respondent belongs to 31 years - 40 years 1 5 21 10 37 21 years - 30 years 3 11 Agree 57 Strongly Agree Total 12 83
4 20
15 93
9 31
30 150
Table 7.2.1.11
Chi-Square Tests Asymp. Sig. (2Value 5.715 a 5.644 .672 150 df sided)
Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases
6 6 1
.456 .464 .412
a. 5 cells (41.7%) have expected count less than 5. The minimum expected count is 1.20.
Table 7.2.1.12 Accept Ho i.e. there is no significant difference between the age of the respondents and whether they find the advertisements to be a good way to be updated about the latest market offerings since the degree of significance is 0.456 which is greater than 0.05.
86
Specifies the age group the respondent belongs to * Specifies whether t he respondent feels that ads are a good way to compare products
Ho: There is no significant difference between the age of the respondent and whether they feel that ads are a good way to compare products Ha: There is a significant difference between the age of the respondent and whether they feel that ads are a good way to compare products
Specifies whether the respondent feels that ads are a good way to compare products Strongly Disagree Specifies the age group the respondent belongs to 31 years - 40 years 1 11 11 11 3 37 21 years - 30 years 2 Neither Agree Disagree nor Disagree 24 22 Strongly Agree Agree 27 8 Total 83
8 43
7 40
7 45
8 19
30 150
Table 7.2.1.13
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 7.548 a 7.181 1.355 150 Df 8 8 1 Asymp. Sig. (2-sided) .479 .517 .244
Table 7.2.1.14
87
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Accept Ho i.e. there is no significant difference between the age of the respondents and whether they find the advertisements to be a good way to be updated about the latest market offerings since the degree of significance is 0.479 which is greater than 0.05.
Specifies the age group the respondent belongs to * Specifies whether t he respondent finds ads to be a good medium to raise social awareness
Ho: There is no significant difference between the age of the respondent and whether they feel that ads are a good medium to raise social awareness Ha: There is a significant difference between the age of the respondent and whether they feel that ads are a good medium to raise social awareness
Specifies whether the respondent finds ads to be a good medium to raise social awareness
Strongly Disagree Specifies the age group the respondent belongs to 31 years - 40 years 0 41 years - 50 years 1 Total 1 3 8 20 21 years - 30 years 0
Neither Agree Disagree nor Disagree 9 12
Strongly Agree Agree 43 19 Total 83
9 3 24
19 12 74
6 6 31
37 30 150
Table 7.2.1.15
88

Chi-Square Tests Value 12.768 a 11.171 3.666 150 Df Asymp. Sig. (2-sided)
8 8 1
.120 .192 .056
Table 7.2.1.16 Accept Ho i.e. there is no significant difference between the age of the respondents and whether they find the advertisements to be a good medium to raise social awareness since the degree of significance is 0.120 which is greater than 0.05.
Specifies the age group the respondent belongs to * Specifies whether t he respondent finds ads to be unnecessary
Ho: There is no significant difference between the age of the respondent and whether they find ads to be unnecessary Ha: There is a significant difference between the age of the respondent and whether they find ads to be unnecessary
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Specifies whether the respondent finds ads to be unnecessary Strongly Neither Agree Strongly Agree Agree 7 7 1 0 Total 83 37
Disagree Disagree nor Disagree Specifies the age group the respondent belongs to 31 years - 40 years 10 9 11 21 years - 30 years 10 34 31
16 59
3 45
4 18
2 3
30 150
Table 7.2.1.17
Chi-Square Tests Asymp. Sig. (2Value 19.280 a 19.910 .103 150 Df sided)
8 8 1
.013 .011 .748
Table 7.2.1.18 Reject Ho i.e. there is a significant difference between the age of the respondents and whether they find the advertisements to be unnecessary since the degree of significance is 0.013 which is lower than 0.05.
90
Specifies the age group the respondent belongs to * Specifies whether t he respondent finds ad jingles to be a good source of mobile ringtones
Ho: There is no significant difference between the age of the respondent and whether they find ads to be a good source of mobile ringtones Ha: There is a significant difference between the age of the respondent and whether they find ads to be a good source of mobile ringtones
Specifies whether the respondent finds ad jingles to be a good source of mobile ringtones Strongly Neither Agree Strongly Agree Agree 26 10 6 0 Total 83 37
3 37
13 47
8 44
4 10
30 150
Table 7.2.1.19
Chi-Square Tests Asymp. Sig. (2Value 11.072 a 13.700 .608 150 Df sided)
8 8 1
.198 .090 .436
Table 7.2.1.20
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Accept Ho i.e. there is no significant difference between the age of the respondents and whether they find the advertisements to be a good source of mobile ringtones since the degree of significance is 0.198 which is greater than 0.05.
Specifies the age group the respondent belongs to * Specifies whether t he respondent feels that ads can only be watched once
Ho: There is no significant difference between the age of the respondent and whether they feel that ads can only be watched once Ha: There is a significant difference between the age of the respondent and whether they feel that ads can only be watched once
Specifies whether the respondent feels that ads can only be watched once Strongly Neither Agree Strongly Agree Agree 11 3 5 4 Total 83 37
15 68
5 43
6 20
1 10
30 150
Table 7.2.1.21
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Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 8.817 a 11.071 .054 150 Df 8 8 1 sided) .358 .198 .817
Table 7.2.1.22 Accept Ho i.e. there is no significant difference between the age of the respondents and whether they feel that ads can only be watched once since the degree of significance is 0.358 which is greater than 0.05.
Specifies the age group the respondent belongs to * Specifies whether t he respondent feels that ads are not a good way to follow their favourite celebrity
Ho: There is no significant difference between the age of the respondent and whether they feel that ads are not a good way to follow their favourite celebrity Ha: There is a significant difference between the age of the respondent and whether they feel that ads are not a good way to follow their favourite celebrity
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Specifies whether the respondent feels that ads are not a good way to follow their favourite celebrity Strongly Neither Agree Strongly Agree Agree 30 18 5 4 Total 83 37
4 22
14 50
8 56
4 13
30 150
Table 7.2.1.23
Chi-Square Tests Asymp. Sig. (2Value 9.677 a 11.277 2.257 150 df sided)
8 8 1
.288 .186 .133
Table 7.2.1.24 Accept Ho i.e. there is no significant difference between the age of the respondents and whether they feel that ads can only be watched once since the degree of significance is 0.288 which is greater than 0.05.
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Specifies the age group the respondent belongs to * Specifies whether t he respondent wouldnt mind paying a bit extra so as to avoid watching ads
Ho: There is no significant difference between the age of the respondent and whether they wouldnt mind paying a bit extra so as to avoid watching ads Ha: There is a significant difference between the age of the respondent and whether they wouldnt mind paying a bit extra so as to avoid watching ads
Specifies whether the respondent wouldnt mind paying a bit extra so as to avoid watching ads Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree Total
Specifies the age group the respondent belongs to
21 years - 30 years 31 years - 40 years 41 years - 50 years
5 6 5 16
32 14 11 57
20 8 7 35
21 6 6 33
5 3 1 9
83 37 30 150
Total
Table 7.2.1.25
Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 5.504
a
df 8 8 1
Asymp. Sig. (2-sided) .703 .691 .149
5.604 2.085 150
Table 7.2.1.26
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Accept Ho i.e. there is no significant difference between the age of the respondents and whether they feel that ads can only be watched once since the degree of significance is 0.703 which is greater than 0.05.
Specifies the monthly household income of the respondent * Specifies w hether the social cause related advertisment makes the respondent activ ely pareticipate in the social cause
Ho: There is no significant difference between the monthly household income of the respondent and whether cause related ads would make them actively participate in a social cause Ha: There is a significant difference between the monthly household income of the respondent and whether cause related ads would make them actively participate in a social cause
Specifies whether the social cause related advertisment makes the respondent actively pareticipate in the social cause Strongly Neither Agree Strongly Total 28 67
Disagree Disagree nor Disagree Agree Agree Specifies the monthly household income Rs. 25000 - Rs. 50000 of the respondent Greater than Rs. 50000 2 Total 10 9 21 32 66 11 49 1 4 3 10 25 26 3 Rs. 15000 - Rs. 25000 5 2 9 12 0
55 150
Table 7.2.1.27
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Chi-Square Tests Value 17.873 a 17.445 .127 150 df Asymp. Sig. (2-sided)
8 8 1
.022 .026 .721
Table 7.2.1.28 Reject Ho i.e. there is a significant difference between the monthly household income of the respondents and whether cause related ads would make them actively participate in a social cause since the degree of significance is 0.022 which is lesser than 0.05.
Specifies the monthly household income of the respondent * Specifies w hether the social cause related advertisment does not motivate the resp ondent to get socially involved
Ho: There is no significant difference between the monthly household income of the respondent and whether cause related ads would not motivate them to get socially involved Ha: There is a significant difference between the monthly household income of the respondent and whether cause related ads would not motivate them to get socially involved
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Specifies whether the social cause related advertisement does not motivate the respondent to get socially involved
Strongly Disagree Specifies the monthly Rs. 15000 - Rs. 25000 household income of the respondent Rs. 25000 - Rs. 50000 8 29 20 64 1
Neither Agree
Strongly Total 28
Disagree nor Disagree Agree Agree 15 7 3 2
22 14 43
7 18 28
1 0 3
67 55 150
Greater than Rs. 50000 3 Total 12
Table 7.2.1.29
8 8 1
.017 .023 .160
Table 7.1.2.30 Reject Ho i.e. there is a significant difference between the monthly household income of the respondents and whether cause related ads would not motivate them to get socially involved since the degree of significance is 0.017 which is lesser than 0.05.
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Specifies the monthly household income of the respondent * Specifies w hether the social cause related advertisement motivates the respondent to involve others
Ho: There is no significant difference between the monthly household income of the respondent and whether cause related ads would motivate them to get others socially involved Ha: There is a significant difference between the monthly household income of the respondent and whether cause related ads would motivate them to get others socially involved
Specifies whether the social cause related advertisement motivates the respondent to involve others
Strongly
Neither Agree
Strongly Total 28
Disagree Disagree nor Disagree Agree Agree Specifies the monthly household income of the respondent Greater than Rs. 50000 2 Total 6 13 32 16 43 18 58 6 11 Rs. 25000 - Rs. 50000 2 13 19 28 5 Rs. 15000 - Rs. 25000 2 6 8 12 0
67 55 150
Table 7.1.2.31
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Chi-Square Tests Value 4.954 a 6.784 .261 150 Df Asymp. Sig. (2-sided)
8 8 1
.763 .560 .610
Table 7.1.2.32 Accept Ho i.e. there is no significant difference between the monthly household income of the respondents and whether cause related ads would motivate them to get others socially involved since the degree of significance is 0.763 which is greater than 0.05.
Specifies the monthly household income of the respondent * Specifies w hether the social cause does not make the respondent socially aware
Ho: There is no significant difference between the monthly household income of the respondent and whether the social cause does not make them socially aware Ha: There is a significant difference between the monthly household income of the respondent and whether the social cause does not make them socia lly aware
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Specifies whether the social cause does not make the respondent socially aware Strongly Disagree Specifies the monthly Rs. 15000 - Rs. 25000 household income of the respondent Rs. 25000 - Rs. 50000 16 33 12 6 0 67 7 Neither Agree Strongly Total 28
Disagree nor Disagree Agree Agree 10 9 1 1
23 66
17 38
7 14
0 1
55 150
Table 7.1.2.33
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 11.190 a 10.611 1.286 150 df 8 8 1 Asymp. Sig. (2-sided) .191 .225 .257
Table 7.1.2.34 Accept Ho i.e. there is no significant difference between the monthly household income of the respondents and whether cause related ads would not make them socially aware since the degree of significance is 0.191 which is greater than 0.05.
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Specifies the monthly household income of the respondent * Specifies w hether the social cause related advertisment makes the respondent look it up online
Ho: There is no significant difference between the monthly household income of the respondent and whether the social cause makes them look it up online Ha: There is a significant difference between the monthly household income of the respondent and whether the social cause makes them look it up o nline
Specifies whether the social cause related advertisement makes the respondent look it up online
Strongly
Neither Agree
Disagree Disagree nor Disagree Specifies the monthly Rs. 15000 - Rs. 25000 0 household income of the respondent Rs. 25000 - Rs. 50000 2 Greater than Rs. 50000 6 Total 8 12 17 35 16 18 42 6 8
31 13 58
6 1 7
67 55 150
Table 7.1.2.35
8 8 1
.018 .008 .004
Table 7.1.2.36
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Reject Ho i.e. there is no significant difference between the monthly household income of the respondents and whether social causes makes them look it up online since the degree of significance is 0.018 which is lesser than 0.05.
Specifies the monthly household income of the respondent * Specifies w hether the respondent discusses about the social cause
Ho: There is no significant difference between the monthly household income of t he respondent and whether the respondent discusses about the social causes with others Ha: There is a significant difference between the monthly household income of the respondent and whether the respondent discusses about the social causes with others
Specifies whether the respondent discusses about the social cause Strongly Neither Agree Strongly Agree Agree 12 37 1 4 Total 28 67
Disagree Disagree nor Disagree Specifies the monthly Rs. 15000 - Rs. 25000 1 household income of the respondent Rs. 25000 - Rs. 50000 3 11 12 4 10
6 21
18 40
25 74
2 7
55 150
Table 7.1.2.37
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Chi-Square Tests Value 6.161 a 6.278 .066 150 Df Asymp. Sig. (2-sided)
8 8 1
.629 .616 .798
Table 7.1.2.38 Accept Ho i.e. there is no significant difference between the monthly household income of the respondents and whether they discuss about the social causes with others since the degree of significance is 0.629 which is greater than 0.05.
Specifies the monthly household income of the respondent * Specifies w hether the social cause related advertisment makes the respondent give voice to the cause by writing about it on blogging or social networking w ebsites
Ho: There is no significant difference between the monthly household income of the respondent and whether the respondent gives voice to the cause by writing about it on blogging websites or social networking websites after seeing the cause related ad Ha: There is a significant difference between the monthly household income of the respondent and whether the respondent gives voice to the cause by writing about it on blogging websites or social networking websites after seeing the cause related ad
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Specifies whether the social cause related advertisement makes the respondent give voice to the cause by writing about it on blogging or social networking websites Strongly Neither Agree Strongly Agree Agree Total
Disagree Disagree nor Disagree
Specifies the monthly Rs. 15000 - Rs. 25000 0 household income of the respondent Rs. 25000 - Rs. 50000 11 Greater than Rs. 50000 17 Total 28
7 16 12 35
9 22 17 48
10 14 9 33
2 4 0 6
28 67 55 150
Table 7.1.2.39
Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 16.722 22.898 12.812 150
a
Df 8 8 1
Asymp. Sig. (2-sided) .033 .003 .000
Table 7.1.2.40 Reject Ho i.e. there is a significant difference between the monthly household income of the respondents and whether they give voice to the cause by writing about it on blogging websites or social networking websites after seeing the cause related ad since the degree of significance is 0.033 which is lesser than 0.05.
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Specifies the monthly household income of the respondent * Specifies w hether the social cause related advertisement does not make the respon dent consider the brand as a part of their purchase decision
Ho: There is no significant difference between the monthly household income of the respondent and whether the respondent does not consider the brand as a part of their purchase decision after seeing the cause related ad Ha: There is a significant difference between the monthly household income of the respondent and whether the respondent does not consider the brand as a part of their purchase decision after seeing the cause related ad
Specifies whether the social cause related advertisement does not make the respondent consider the brand as a part of their purchase decision
Strongly Disagree Specifies the monthly Rs. 15000 - Rs. 25000 household income of the respondent Rs. 25000 - Rs. 50000 9 20 8 38 1
Neither Agree Disagree nor Disagree 10 11
26 29 66
10 11 26
2 3 6
67 55 150
Table 7.1.2.41
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8 8 1
.330 .296 .196
Table 7.1.2.42 Accept Ho i.e. there is no significant difference between the monthly household income of the respondents and whether they do not consider the brand as a part of their purchase decision after seeing the cause related ad since the degree of significance is 0.330 which is greater than 0.05.
Specifies the monthly household income of the respondent * Specifies w hether the social cause related advertisement makes the respondent not to recommend the brand for purchase by others
Ho: There is no significant difference between the monthly household income of the respondent and whether the respondent does not recommend the brand to others for purchase after seeing the cause related ad Ha: There is a significant difference between the monthly household income of the respondent and whether the respondent does not recommend the brand to others for purchase after seeing the cause related ad
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Specifies whether the social cause related advertisement makes the respondent not to recommend the brand for purchase by others
Strongly Disagree Disagree Specifies the monthly Rs. 15000 - Rs. 25000 household income of the respondent Rs. 25000 - Rs. 50000 Greater than Rs. 50000 Total 9 6 19 20 11 37 4 6
Neither Agree nor Disagree Agree 12 4
Strongly Agree 2 Total 28
25 25 62
9 11 24
4 2 8
67 55 150
Table 7.1.2.43
Chi-Square Tests Value 3.459 a 3.453 .219 150 df Asymp. Sig. (2-sided)
8 8 1
.902 .903 .640
Table 7.1.2.44 Accept Ho i.e. there is no significant difference between the monthly household income of the respondents and whether they would not recommend the brand to others for purchase after seeing the cause related ad since the degree of significance is 0.902 which is greater than 0.05.
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7.2.2 Anova
What are the factors that make you watch an entire adve rtisement without wanting to change the channel?
Ho: There is no significant difference in the factors that would make a respondent to watch an entire advertisement Ha: There is a significant difference in the factors that would make a respondent to watch an entire advertisement
ANOVA Sum of Squares Between Groups Within Groups Total 217.530 2248.687 2466.216 df 15 2384 2399 Mean Square 14.502 .943 F 15.375 Sig. .000
Table 7.2.2.1
Homogeneous Subsets
Subset for alpha = 0.05 N 1 2 3 4 5 6 7 8
VAR 00001 10 7 9 12 4 13 15 14 1 6 16
150 3.21 150 3.23 3.23 150 3.33 3.33 3.33 150 3.41 3.41 3.41 150 3.47 3.47 3.47 150 3.49 3.49 3.49 150 3.49 3.49 3.49 150 3.55 3.55 3.55 150 150 150 3.61 3.61 3.65 3.41 3.47 3.47 3.49 3.49 3.49 3.49 3.55 3.55 3.55 3.61 3.61 3.61 3.65 3.65 3.65 3.71 3.71 3.71
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3 2 11 5 8 Sig. 150 150 150 150 150 .156 .057 .209 3.73 3.73 3.73 3.82 3.82 3.82 3.89 3.89 4.15 4.15 4.34 .240 .134 .134 .209 .941
Means for groups in homogeneous subsets are displayed.
Table 7.2.2.2 Reject Ho, i.e. there is significant difference between factors that would make a respondent watch an entire ad without changing the channel since the degree of significance is 0.000 which is lesser than 0.05. Also from the above table 7.2.2.2, it is observed that humour in an ad or an ad starring the respondents favourite celebrity are the most important parameters in what would make them watch the advertisement without having to change the channel. The least important parameters are the duration of the ad or the ad of the respondents preferred brand.
What are the factors that make the respondent reme mber the advertisement? Ho: There is no significant difference in the factors that would make a respondent remember an advertisement Ha: There is a significant difference in the factors that would make a respondent remember an advertisement
ANOVA Sum of Squares Between Groups Within Groups Total 337.913 1719.087 2056.999 df 9 1490 1499 Mean Square 37.546 1.154 F 32.542 Sig. .000
Table 7.2.2.3
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VAR 00001 5 9 10 6 8 7 4 1 3 2 Sig. N 150 150 150 150 150 150 150 150 150 150 .975 1 2.81 2.84 2.93 2.93 2.96
Subset for alpha = 0.05 2 3 4
3.47 3.55 3.73 3.73 3.99 3.99 4.13 .530 .530 .982
Table 7.2.2.4 Reject Ho, i.e. there is significant difference between factors that would make a respondent remember the ad since the degree of significance is 0.000 which is lesser than 0.05. Also from the above table 7.2.2.4, it is observed that humour in an ad and creativity in an ad are the most important parameters that would make them remember the advertisement. The least important parameters are the vagueness of the ad and the non-celebrity model used in the ad.
What kind of advertisement do the respondents like watching frequently? Ho: There is no significant difference in the kind of advertisement that would make the respondent watch the ad frequently Ha: There is a significant difference in the kind of advertisement that would make the respondent watch the ad frequently
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ANOVA Sum of Squares Between Groups Within Groups Total 189.696 1603.280 1792.976 df 9 1490 1499 Mean Square 21.077 1.076 F 19.588 Sig. .000
Fig 7.2.2.5
VAR 00001 4 9 2 3 10 5 7 1 6 8 Sig. N 150 150 150 150 150 150 150 150 150 150 .891 .058 1 2.85 3.03 3.42 3.43 3.50 3.52 3.57 3.77 3.79 3.79 4.16 .068 Subset for alpha = 0.05 2 3
Fig 7.2.2.6 Reject Ho, i.e. there is significant difference between the kind of ads that a respondent would prefer watching frequently since the degree of significance is 0.000 which is lesser than 0.05. Also from the above table 7.2.2.6, it is observed that respondents mostly prefer watching ads which are informative and creative. Respondents dont like to see repeat ads having stunts performed in them.
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7.2.3 Factor Analysis

Rotated Component Matrix a Component 1 Specifies whether the respondent feels that the ads of a brand that convey a social message are not important Specifies whether the respondent feels that more brands should get into social cause related advertisements Specifies whether the respondent feels that there is no difference between social ads and any other ads Specifies whether the respondent takes less interest in watching an ad of a brand that conveys a social cause Specifies whether the respondent doesnt like ads of a brand that convey a social message Specifies whether the respondent doesnt mind watching ads of a brand that convey a social message more than once Specifies whether the respondent discusses ads that convey a social message with colleague Specifies whether the respondent does not recommend family and friends to watch ads of brands that convey a social message Specifies whether the respondent writes about ads that convey a social message on social networking websites Specifies whether the respondent feels that social ads are a good tool to increase social awareness Specifies whether the respondent changes the channel when social ads are being aired on television Specifies whether the respondent feels that brands should not get into social cause related advertisements Specifies whether the respondent feels that social cause related advertisements are tacky Specifies whether the respondent feels that social cause related advertisements should not be aired on all channels Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations. .745 2 3 4
.195 -.073 -.031
-.122 -.060
.103
.733
.776
.175
.012 -.218
.539
.444 -.245
.098
.615
.529
.062 -.205
-.351
.106
.659
.301
.154 -.183
.844
.091
.520
.452 -.295
.026
.429 -.008
.155
.663
-.284 -.104
.084
.603
.391
.467 -.482 -.160
.026
.762 -.099 -.063
.271
.770
.081 -.198
.341
.720 -.167
.067
Table 7.2.3.1 From the above table four clear type of respondent groups come out. First group of respondents are those who do not watch cause related advertisements. Second group of
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements respondents are those who do not believe in the concept of cause related advertisements. Third group of respondents are those who watch cause related advertisements. Finally the fourth group of respondents are those who believe in cause related advertisements.
114
Chapter 8 Suggestions and Recommendations
8.1 Summary of the Analysis

Majority of the respondents spend around 1-2 hours watching television everyday Majority of the respondents surf the channels when advertisements are aired According to the viewing habits, maximum respondents if at all watch an advertisement, they watch it completely Most of the respondents disagree to the statement that ads are dull The number of respondents who agree to the statement that advertisements are informative are in a majority A majority of the respondents feel that advertisements are a good way to be updated about the latest market offerings The number of respondents who agree to the statement that advertisements can be a major source of social awareness are in majority Majority of the respondents disagree to the statement that they find advertisements to be unnecessary The statement that advertisements can be watched only once, has been disagreed upon by many respondents A majority of the respondents agree that advertisements are not a god way to follow their favourite celebrity The number of respondents who disagree to paying a bit extra so as to avoid watch advertisements is very high Most of the respondents have agreed to watch an entire advertisement if it featured their favourite brand
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Many of the respondents just watch the entire advertisement for its music As in the case of the music of an advertisement, many respondents watch an entire advertisement because of the graphic/visual affects Along with music and graphic/visual effects, the models in an advertisements also attract maximum viewers Humour is one of the major contributor which makes an advertisement to be watched the maximum Maximum respondents agree to watching an advertisement because of the emotions portrayed Respondents strongly agree that they would watch an entire advertisement beca use of the creativity of the ad Many of the respondents agree to watch an advertisement because of the stunts performed The storyline of an advertisement acts as a major aspect as to which the respondent watches the entire advertisement The respondents neither agree nor disagree to the statement which states that social awareness advertisements make active participation in social causes The disagreement frequency is high in the case of social cause related advertisements and how they do not motivate the respondent to get socially involved Cause related advertisements motivate the respondents to involve others in helping out for a social cause Maximum respondents disagree that social cause does not make the respondent socially aware The social cause related advertisement makes the respondent look it up online most of the time
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Respondents agree to discuss about the social cause with others around them Most of the respondents neither agree nor disagree to the statement that cause related advertisement make them consider the brand as part of their purchase decision Most of the respondents neither agree nor disagree to the statement that social cause related advertisements make them want to not recommend the brand for purchase by others The highest number of respondents agree that they can recall the brand and the cause it is associated with Maximum of the respondents recall the social message after having seen the social advertisement The highest frequency of respondents recall the celebrity used after having seen the social advertisement Respondents agree to recall the jingle after seeing the social advertisement Approximately 81% of the respondents could not match all the brands with the causes they are associative with The respondents neither agree nor disagree to the statement that they consider the brand that do cause related advertisements as socially responsible brands The frequency of respondents who agree that the keep seeing ads which convey a social message is high The statement that the ads that convey a social cause have little impact on the mind of the respondents is highly disagreed Many respondents disagree to the statement that they avoid buying products of brands that do social cause related advertisement The respondents highly agree that they would mind paying a premium for a product of the brand that generates social awareness through its advertisement
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Maximum frequency of respondents neither agree nor disagree that they would associate with a brand for a long time if it conveys a social message in its advertisement
There is no significant difference between gender of the respondent and the time spent by the respondent watching television
There is a significant difference between age of the respondent and whether they find advertisements to be unnecessary
There is a significant difference between the monthly household income of the respondent and whether cause related ads would make them actively participate in a social cause
There is a significant difference between the monthly household income of the respondent and whether cause related ads would make them socially involved
There is a significant difference between the monthly household income of the respondent and whether social causes make them look it up online
There is a significant difference between the monthly household income of the respondents and whether they give voice to the cause by writing about it on blogging websites or social networking websites after seeing the cause related ad
There is significant difference between factors that would make a respondent watch an entire ad without changing the channel
Humour in an ad or an ad starring the respondents favourite celebrity are the most important parameters in what would make them watch the advertisement without having to change the channel. The least important parameters are the duration of the ad or the ad of the respondents preferred brand
There is significant difference between factors that would make a respondent remember the ad
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Humour in an ad and creativity in an ad are the most important parameters that would make them remember the advertisement. The least important parameters are the vagueness of the ad and the non-celebrity model used in the ad There is significant difference between the kind of ads that a respondent would prefer watching frequently Respondents mostly prefer watching ads which are informative and creative. Respondents dont like to see repeat ads having stunts performed in them Four clear respondent groups are formed with respect to social ads, non-believers, non-watchers, believers and watchers
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8.2 Recommendations
Since most of the respondents spend only around 1-2 hours watching television, it becomes very crucial for advertisers to place ads in time slots during which they can get the most relevant reach Most of the respondents surf the channel when ads are aired. Thus the advertisers have to make sure that they grab the attention of the people in the first few seconds of the ad Since most of the respondents who watch an ad watch it completely, advertisers have to make sure they make the first few seconds of the ad as interesting as possible Most of the respondents felt that ads are a good way to be updated about the latest offerings in the market. Thus advertisers should take care of this when they make the advertisement Many respondents feel that ads can be watched many times. I think ads should come up in parts which can keep respondents interested in the ad Most of the respondents dont think ads are a good way to follow their favourite celebrity. Thus brands should keep this in mind and avoid making ads which focus more on the celebrity Many respondents are not willing to pay extra to avoid watching ads. Thus advertisers can be a little relived of ad free channels Most of the respondent said that they would watch the entire ad if the music in the ad was good. Thus advertisers should ensure to capture the attention of the viewers by using good music in the ad Ads having humour in them are very popular among the respondents. Thus advertisers should engage the respondents in the ad by using a bit of humour in them Along with humour, even emotions portrayed in ads make respondents watch the ad
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements The ads should have a good storyline so as to engage the viewers long enough to watch the complete advertisement One way to engage the viewers is by motivating them to help the brand in its cause as most respondents feel social ads motivates them to get socially involved Most viewers would try and get others socially involved as well. This means more people will come to know about the brand and its association with the said cause Many respondents look up the social cause online after seeing the cause related ad. Thus the brand should make its association with the brand well placed online Since most of the respondents discuss the cause after seeing a cause related ad, it is very important for advertisers to make the ads in such a way that when the cause is being discussed, the brand gets discussed as well The respondents feel they are able to better recall the brand if it gets into cause related advertising Though most respondents say they recall the brand and the social campaign associated with it, most of the respondents are not able to match the brand and its campaign correctly. Since many companies are getting into this, the brand s hould associate with a cause that is related to what they do. Though most respondents are willing to associate with a brand if it gets into cause related advertising, many of them are not willing to pay a premium for the product so as to help the brand out in the cause it is fighting for
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Chapter 9 Conclusion
Though people like watching social cause related ads, the brands should be careful as to which cause they associate themselves with. If the association is not right, all the effort will be in vain The brands association with the cause should be consistent and long term for the effect to be seen. Otherwise what little impact the ad will have on the brand will be forgotten and the brand will lose favourability among the people With so many advertisers trying so many ways to gain the attention of the viewers, it has become very difficult to get a space in the mind of the consumer. But it is found that brands that make use of humour in their ad, favour well with the respondents For a brand to make a very good social ad, it has to ensure that it gets the respondent to participate in the cause and also motivates them to get others involved in the cause Online is a very good medium for the brand to show its association with a cause. To engage the viewer the online medium is a very nice way to get them involved. Thus brands should make forums and a website and make sure that it is regularly updated so as to encourage more people to get involved People feel that brands that get into cause related advertisements are socially responsible brands and thus generate a good opinion about the brand in the minds of the consumers. This is very important from the brands point of view Brands should not ask consumers to pay for a premium just because they would be helping in the cause as the consumers are not willing to purchase the product then. But they are willing to be associated with the brand for a long time if the brand shows its association with the cause over the period of time
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Annexure I
List of Tables
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List of Figures
124
Questionnaire
This questionnaire is purely for research purpose and the responses will be kept strictly confidential. Note: Please proceed only if you watch advertisements. If you do not, then kindly return the blank questionnaire.
Name Demographics Q1. Gender? Please tick () o Male o Female
Q2. Which age group do you belong to? o 21 years 30 years o 31 years 40 years o 41 years 50 years
Q3. Which monthly household income group do you belong to? o Rs. 15,000 Rs. 25,000 o Rs. 25,000 Rs. 50,000 o Greater than Rs. 50,000
125
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q4. Could you please tell me the amount of time spent by you daily on watching TV? (Please select one answer) o Less than 1 hour o 1-2 hours o 3-4 hours o More than four hours
Q5. What is your attitude towards watching TV advertisements? (Please select one answer) o I surf the channel when advertisements are aired o I watch the advertisements because they are aired o I consciously watch advertisements
Q6. What is your advertisement viewing habit? (Please select one answer) o I have never watched a complete advertisement o If at all I see an advertisement, I watch it completely o It does not matter to me if an advertisement is being aired
126
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q7. Rate the following statements regarding advertisements on the basis of level of agreement you have with them on a scale of 1-5. (Please select one in each row)
Strongly Disagree I find ads to be dull I find ads to be informative I feel ads are a good way to be updated on the latest offerings in the market I feel ads are not a good way to compare products I feel ads are a good medium to raise social awareness I find ads to be unnecessary I feel ad jingles are a good source of mobile ringtones I feel ads can only be watched once I feel ads are a not a good way to follow my favourite celebrity I would not mind paying a bit extra if it means I can avoid watching ads 1 1 1 1 1 1 1 1 1 1
Disagree 2 2 2 2 2 2 2 2 2 2
Neither Agree nor Disagree 3 3 3 3 3 3 3 3 3 3
Agree 4 4 4 4 4 4 4 4 4 4
Strongly Agree 5 5 5 5 5 5 5 5 5 5
127
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q8. Rate the following parameters on a scale of 1-5(1 being Strongly Disagree and 5 being Strongly Agree) as to what makes you watch an entire ad without wanting to change the channel? (Please select one in each row) Strongly Disagree Preferred brand Music Graphics / Special Effects The models in the ad Humour in the ad Emotions in the ad The ad is of my preferred brand The ad stars my favourite celebrity Creativity of the ad Duration of the ad (10-15sec) Stunts performed in the ad Storyline of the ad Frequency of the ad (does not air regularly) Clarity of the ad Believability of the ad Product category Jingle 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Disagree 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 Neither Agree nor Disagree 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 Agree 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 Strongly Agree 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
128
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q9. Rate the following parameters of an ad that make you remember it on a scale of 1-5, (1 being Least Important and 5 being Very Important). (Please select one in each row)
Least Less Important More Very Important Important Important Important Likeability (whether you like the ad) Creativity (how creative was the ad) Humor (if humor in an ad makes you remember it) Emotions (if the emotions in ads make you remember it) Vagueness (if you remembered the ad because it was very vague) Frequency (number of times you saw the ad) Cause related (if I like the cause it is associated with) Celebrity (I remember the ad because of the presence of a known face) Non-celebrity model (I remember the ad because the non-celebrity model was good) Stunts performed in the ad 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5
1 1 1
2 2 2
3 3 3
4 4 4
5 5 5
129
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q10. Which kind of ads do you prefer watching repeatedly? (Please select one in each row) Least Preference Ad which is only humorous Ad only associated with a social cause Ad only having a good jingle Ad only starring my favourite celebrity Ad which is of a brand that interest me Ad that is very informative Ad that tries to connect 1 1 2 2 3 3 4 4 5 5 1 2 3 4 5 1 1 2 2 3 3 4 4 5 5 1 1 Low Preference 2 2 3 3 Neutral High Preference 4 4 Highest Preference 5 5
emotionally with the consumer Ad which is very creative Ad that has stunts performed in it Ad that is my of preferred brand 1 2 3 4 5 1 1 2 2 3 3 4 4 5 5
130
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q11. What is your attitude towards advertisements of brands which convey a social message? (Please select one answer in each row) Strongly Disagree I feel ads of brands that convey a social message are not important More brands should get into social cause based advertisements There is no difference in ads of brands that convey a social message and any other ad I take less interest in watching the ad of a brand that conveys a social cause I dont like ads of brands which convey a social message I dont mind watching ads of brands that convey a social message more than once I discuss the ad of brands that convey a social message with my colleague I dont recommend my family and friends to watch ads of brands that do social cause related ads I write about such ads on social networking websites Such ads are an important tool to increase social awareness I change the channel when such ads are being aired I feel brands should not get into such kind of advertisements I find such advertisements to be tacky 1 1 Disagree 2 2 Neither Agree nor Disagree 3 3 Agree 4 4 Strongly Agree 5 5
1 1
2 2
3 3
4 4
5 5
1 1 1 1 1
2 2 2 2 2
3 3 3 3 3
4 4 4 4 4
5 5 5 5 5
131
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements I think such ads should not be aired on all channels 1 2 3 4 5
Q12. What is the impact of a social cause related advertisement on you? (Please select one answer in each row) Strongly Disagree 1 1 1 1 1 1 1 Disagree 2 2 2 2 2 2 2 Neither Agree nor Disagree 3 3 3 3 3 3 3 Agree 4 4 4 4 4 4 4 Strongly Agree 5 5 5 5 5 5 5
It makes me actively participate in the social cause It does not motivate me to get socially involved It motivates me to involve others It does not make me socially aware I look up the social cause on the internet I discuss the cause with friends and colleagues I give voice to the cause by writing about it on blogging or social networking websites I dont consider the brand as part of my purchase decision I dont recommend others to purchase the brand
1 1
2 2
3 3
4 4
5 5
132
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q13. What aspect of the social ads that you have seen do you recall? (Please select one answer in each row) Strongly Disagree I remember the brand and the cause they are associated with I remember the social message I remember the celebrity used I remember the jingles in the ad 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 1 2 Disagree Neither Agree nor Disagree 3 4 Agree Strongly Agree 5
Q14. Match the below mentioned brands with their respective social cause related advertisements? (Please enter the serial number of the brand next to its matching social ad campaign) Serial No. 1. 2. 3. 4. 5. 6. 7. 8. Brand Idea Tata Tea Surf Excel Aircell Mahindra & Mahindra Times Of India Maruti HPCL Social ad campaign Nanhi kali Conserve Fuel switch off the car at the signal Child education Teach India Jaago re Anti-corruption campaign Save tigers Save trees Safe driving Serial No. of the brand
133
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q15. Rate the below mentioned social ad campaigns on the basis of likeability and its impact on purchase? Likeability 5 6 7 8 5 6 7 8 Impact on purchase 3 4 5 6 7 8 9 3 4 5 6 7 8 9
Nanhi kali Conserve Fuel (switch off the car at the signal) Child education Teach India Jaago re Anticorruption campaign Save tigers Save trees Safe driving
1 1
2 2
3 3
4 4
9 9
10 10
1 1
2 2
10 10
1 1 1 1 1 1
2 2 2 2 2 2
3 3 3 3 3 3
4 4 4 4 4 4
5 5 5 5 5 5
6 6 6 6 6 6
7 7 7 7 7 7
8 8 8 8 8 8
9 9 9 9 9 9
10 10 10 10 10 10
1 1 1 1 1 1
2 2 2 2 2 2
3 3 3 3 3 3
4 4 4 4 4 4
5 5 5 5 5 5
6 6 6 6 6 6
7 7 7 7 7 7
8 8 8 8 8 8
9 9 9 9 9 9
10 10 10 10 10 10
Q16. State your agreement on the below statements. Strongly Disagree 1 Disagree 2 Neither Agree nor Disagree 3 Agree 4 Strongly Agree 5
Brands that do cause related advertisements are socially responsible Social cause related advertisements have no effect on my perception of the brand I can keep seeing ads which convey a social cause Ads that convey a social cause have little impact on my mind I avoid buying products of brands that do social cause related advertisements I would not mind paying a premium for a brand that generates social awareness through its ads I would associate myself with the brand for a long time if it conveys social messages in its advertisements
1 1 1
2 2 2
3 3 3
4 4 4
5 5 5
Thank You!
134
Bibliography
Books referred:Philip Kotler Marketing Management Sue Adkins Cause Related Marketing
Journal articles:FICCI KPMG Report on Media and Entertainment Industry 2011-06-21 1 Crisil Research Report on Media and Entertainment 2009 UNDP publication - What drives CSR in Indian industries? MIT Sloan management review How social-cause marketing affects consumer perception International Marketing Conference on Marketing and society Cause Related Marketing: A Tactic or Strategy?
Online websites:http://www.causemarketingforum.com http://www.warc.com

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A Project Report On

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

In partial fulfilment of the requirement of Master of Management Studies (MMS)

Rizvi Management Institutes

DR. KALIM KHAN

Submitted by: NAWAF ABDUL GAFOOR GHANSAR MMS (MARKETING) 2009-11

Nawaf Abdul Gafoor Ghansar Roll No. 70, MMS Marketing

__________________________ Nawaf Abdul Gafoor Ghansar

Dr. Kalim Khan

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Chapter 1 - Introduction to Advertising

1.1 Definition of Advertising

1.2 Features of Advertising

1.2.2 Paid form of communication

1.2.3 Non-personal presentation

1.2.4 Provide Publicity to goods, services and ideas

1.2.6 Target oriented

1.2.7 An Art, Science and Profession

1.2.8 Important element in marketing mix

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1.2.9 Creativity - the essence of advertising

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1.3 Benefits of Advertising

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1.4 Origin & Background of Advertising

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Chapter 2: Mediums of Advertisement

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Fig 2.0.1 Contribution of advertising revenue to overall industry size

2.1 Television as a medium of advertisements

Disadvantages in Television Advertising:

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

2.2 Radio as a medium of advertisements

2.3 Print as a medium of advertisements

Advantages in Print Adve rtising:

Disadvantages in Print Advertising:

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

2.4 Digital as a medium of advertisements

15 10 5 0 2007 2008 2009 2010 2011E 2012E 2013E 2014E

Fig 2.4.1 Online advertising

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Chapter 3: Social Causes in India

3.1 Introduction to social causes in India

Fig 3.1.1 Corruption index of countries around the world

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

3.2 Corporate involvement

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Alignment with industry trends Cost saving

To bulid a global corporate brand Survival of business in long term

Fig 3.2.1 Drivers of CSR

3.3 CSR: The Indian Reality

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Chapter 4 Introduction to Social Advertisements

4.1 Cause related advertisements

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

4.2 Why Cause Marketing

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

4.3 Causes Advertised

4.3.1 P&Gs Shiksha Campaign

4.3.2 Tata Teas Jaago re campaign

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements