TITLE: A study on the factors influencing the effectiveness of different advertising media on the youth.

INTRODUCTION: The major portion of the Indian population is constituted by the youth of the nation. Hence they contribute to 67% of the perspective customer of every marketer. It is important to understand the young consumer and their changing lifestyles. .The youth has varied preferences. Youth influences their parents and together with their actual buying power forms a huge potential market. Youth mostly gets involved with only those brands they know and like, hence essential part of an advertisers job is to expose them to their brand. (Aisha M. Sherif and P. Nagesh, 2007). The youth has their own view point. They influence the buying decision of the family which gives them buying power and hence they form a potential market. OBJECTIVES: Main Objective: To identify the influence of various factors on the effectiveness of different advertising media on youth. Specific Objective: a) To understand the preference level of people towards different advertising media. b) To find out the extent to which advertising effectiveness is by the usage of media. c) To understand the pass along potential across different advertising media. VARIABLES USED :Independent Variables: 1) Preference of the media 2) Media Use 3) Pass along potential Dependent Variable: 1) Media Effectiveness

THEORETICAL DEFINITION: 1) Preference of the Media : A greater liking for one alternative media over another one or more types of media. 2) Frequency of usage of the media: It is the extent to which the people are using different types of media 3) Pass along potential : It is the capability of passing along the information to other perspective customers 4) Media Effectiveness : The degree to which the objectives of the media are achieved and the extent to which targeted problems are solved. SCOPE OF THE STUDY : Time Place Population : Duration is from October 2012 to December 2012 : Kerala : It includes the youth of age 12 to 35. The youth is being dissected into

specific groups as follows : i) Group I ii) Group II iii) Group III Source - 12 to 18 - 19 to 25 - 26 to 35

: Primary Data collected from the youth

RESEARCH DESIGN The study is conducted to describe in detail about the factors that influence the effectiveness of advertising media on the youth. The research design is descriptive in nature. The study includes the use of a structured questionnaire for data collection. This collected data would be further used to analyze and draws findings, so that the recommendations and suggestion regarding the findings can be put forward as an outcome of the Research Project.

SAMPLING DESIGN Sampling Method : Non-Random Quota Sampling Sample : The sample would constitute equal number of people from each of the above mentioned group. Group I Group II Group III Sample Size - 50 - 50 - 50

: 50 each from Group I, II and III

Sampling Unit : Individual Media User TOOLS FOR DATA COLLECTION: Structured Questionnaires will be used to conduct the Survey. The questionnaires will be used to capture the factors affecting the effectiveness of advertising on the youth. SIGNIFICANCE OF THE RESEARCH : It is important to understand the preferences of youth with respect to the advertising media they prefer. A basic understanding on the behaviour, attitude, tastes of the youth is essential for any advertising strategy. The youth has huge potential in them. The youth likes to get involved with the brands they like and know. It is therefore essential for the advertisers to choose the right media to get to their target audience. CONCLUSION : The research would provide a clear picture on the effectiveness of different advertising media on youth. It would understand the preferences of youth, their pass along potential and purchase intent.