ZENITH

International Journal of Multidisciplinary Research

Vol.2 Issue 4, April 2012, ISSN 2231 5780

YOUNG CONSUMERS ATTITUDE TOWARDS TELEVISION

ADVERTISEMENTS IN THE INTERNET AGE
SOOFI ANWAR*
*Lecturer, Department of Management,
Birla Institute of Technology,
UAE Campus, RAK, UAE.

ABSTRACT
In today's fast-paced, high-tech age, consumers are exposed to a variety of information and
communication technology (ICT) based sources and networks for consumption related
information. Television, often called king of the advertising media has been constantly facing
challenges from not only the digital print media, but also from the internet ads and social
networking sites. In light of these developments, this paper aims to assess young consumer
perceptions and attitude towards television ads and its role in consumer purchase decisions. The
paper further attempts to present an overview of consumers preferred type ad appeals and their
attitude towards different kinds of endorsements used in television ads. Findings of the study
reveal that, television is still perceived to be the most influential and persuasive communication
channel and media for advertisements. However the trend is towards increasing usage of online
media and network sources for additional information to improve their purchasing decision
process.
KEYWORDS: advertising media, attitude towards television advertisement, consumer purchase
decisions, ad appeals, endorsements.
______________________________________________________________________________

Previous empirical research findings on demographic profiling of internet users shows that
majority of the internet users belong to young age categories. Research findings also indicate that
the younger generation is more tech savvy and their increasing exposure to non- conventional

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In today's internet age, consumers are exposed to a variety of information and communication
technology (ICT) based sources and networks for consumption related information. Internet
communities, blogs and social networks have become a part of life for most people nowadays.
This proliferation and increasing usage of social media websites provides a platform for
nurturing brands and impacting peoples purchase decisions. Television, often called king of
the advertising media has been constantly facing challenges from not only the digital print
media, but also from the internet ads and other online based communication networks. The
number of active internet users is constantly on the rise throughout the globe. According to
Online India Report 2011, released by Juxt, a leading research firm, there are 65 million active
internet users in India compared to 51 million last year, recording a growth rate of 28% in
internet users.

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1. INTRODUCTION

ZENITH
International Journal of Multidisciplinary Research
Vol.2 Issue 4, April 2012, ISSN 2231 5780

communication networks. Marketers are extensively making use of online based communication
networks to reach out to the younger audience and influence their buying decisions. In light of
these developments, a study was conducted to find out the attitude of young consumers towards
television advertisements in the internet age and their overall evaluation of television as a
medium of advertisements in todays fast-paced, high-tech age.
2. LITERATURE REVIEW
Advertising, in all its forms, plays an important role in informing peoples choices of products
and services (Sachiko, 2004). New media, predominantly the internet, has apparently become an
indispensable source of information today. Advertisers all over the world eye covetously at the
expanding opportunities provided by the webs, seeking more effective communication channels
with their target markets. Online advertising spending, including web ads, is constantly on the
rise, especially due to its power of synergy with television and print advertisements. Earlier
researches have proved that television advertisement is the important tool of diffusing the
communication. It plays an important role in the development of young peoples consumer
behavior. (Peter & Olson 1994)
A television ad mainly focuses on either creating brand awareness or giving a sense of urgency
to own a product or to build recognition for the product or to remind customers to come back. A
study conducted by Deloitte & Touch, confirms that young people, between 13-to-24 age group,
do in fact spend more time than older people on the internet. Previous empirical research
findings indicate that television advertisements have a significant impact on consumer buying
behavior. Jupiter Research In-Market Media Usage Survey, 2007 found that 23% of people made
a definite purchase after seeing a television advertisement. Independent research has proved that
magazine and TV ads produce a positive result in most stages of purchase intent (Marketing
Evolution, 2006). According to Deloitte/GFK research-2011 television advertisings appeal,
consistent with previous years, is strongest amongst young respondents, with 18-24 year olds
rating television advertisings impact the highest at 69 per cent, an increase from 63 per cent in
2010. Television advertising spend is constantly on the rise. In 2011, television advertising
spend is expected to grow 16% in China and 14% in India. (ZenithOptimedia, 2010)

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The descriptive research design was adopted for conducting this study. A structured
questionnaire was designed for collecting young consumer perceptions and attitudinal
information on television advertisements. Since the study focus on exploring young consumer
perceptions and attitude towards television advertisements, college students between the age
group of 18-24 were selected as the sample respondents for the survey. A total of 50 completed
questionnaires were selected for data analysis purpose. Out of the total number of respondents,
60% comprised of female students and the remaining 40% were male college students.
Convenience method of sampling was used to select the respondents for the survey. A 5 point
Likert scale was used to measure the attitudinal information.

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3. RESEARCH METHODOLOGY

ZENITH
International Journal of Multidisciplinary Research
Vol.2 Issue 4, April 2012, ISSN 2231 5780

For the analysis and interpretation of the data, mean and standard deviation method has been
used along with the percentage analysis.
4. RESULTS AND DISCUSSION
The results that were obtained from the survey have been analyzed and presented in the
following section.

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During the survey the respondents were asked to idicate their degree of exposure to different
advertising medium. The analysis clearly reveal that majority of the respondents have the most
exposure to television (82%) followed by Internet (44%).

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GRAPH 1. .DEGREE OF EXPOSURE TO DIFFERENT ADVERTISING MEDIUM

ZENITH
International Journal of Multidisciplinary Research
Vol.2 Issue 4, April 2012, ISSN 2231 5780

TABLE 1 REASONS FOR WATCHING TELEVISION ADVERTISEMENTS

Factors

Timely
product
Information

Brand
Source
of awareness
entertainment
recall

% of response

26%

24%

42%

& Reference
purchasing

for

8%

The above table shows that majority of the respondents view television ads as a source of brand
awareness/recall (42%). 26% of the respondents view TV advertisements as a source of timely
product information followed by 24% viewing it as a source of entertainment .

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The above data shows that humor appeal ads are preferred the most (74%), followed by the ads
portraying luxurious appeal. The relative degree of preference is least for sex appeal and
emotional appeals used in television ads.

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GRAPH 2. DEGREE OF PREFERENCE TOWARDS DIFFERENT TYPE OF APPEALS

USED IN TV ADS

ZENITH
International Journal of Multidisciplinary Research
Vol.2 Issue 4, April 2012, ISSN 2231 5780

GRAPH 3. DEGREE OF PREFERENCE TOWARDS DIFFERENT TYPE OF

ENDORSEMENTS IN TV ADS

The above analysis reveals that the ad endorsements by film celebrities and sports personalities
are most preferred by the respondents. Ads depicting endorsement by a common man was the
next preferred type of ad endorsement. Ads portraying experts endorsing the products in TV are
least preferred. Other type of endorsements that the respondents prefer include, endorsements by
cartoon characters, kids etc.

Particulars

Mean

S.D

TV ads are meant for creating brand awareness

4.08

0.68

It helps in recalling brand names

4.00

0.69

TV ads provide adequate information

3.94

0.70

When I view a good TV ad I pay full attention to it

3.84

0.92

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SL
No.

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TABLE 2 YOUNG CONSUMER ATTITUDE TOWARDS TELEVISION

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ZENITH
International Journal of Multidisciplinary Research
Vol.2 Issue 4, April 2012, ISSN 2231 5780

I recommend good TV ads to others

3.52

1.04

TV ads help me make good purchase decisions

3.44

0.91

I feel more inclined to buy a product after watching a TV ad

3.28

0.92

TV ads are a nuisance

3.28

1.14

TV ads are entertaining, pleasing and enjoyable

3.04

0.96

10

Credibility of TV ads is much more than other medias

2.78

1.12

11

I switch channels during TV ads

2.44

0.85

12

In todays Internet age, television ads still play a significant role

in the marketing of a companys products and services.
4.08

0.68

The above mentioned Table No.2 represents the list of both positive and negative attributes of
television advertisements that were included in the questionnaire. In order to determine the
attitude and feelings of young consumers towards television advertisements, the respondents
were asked to indicate their degree of agreement/ disagreement to these statements, using 5 point
Likert scale ranging from strongly agree to strongly disagree.
It can be observed from the above table and (Graph 5.a) that TV ads are meant for creating brand
awareness(Mean 4.08) and brand recall(Mean 4.0) with the highest mean score values. Further
the uniformity in the response can be inferred from the least standard deviation (SD 0.68) for the
same.

However here it may be noted that, a significant percentage of respondents feel that TV ads are
a nuisance (Mean 3.28) and they are misleading (Mean 2.94).
Despite the wide spread growth of non- conventional tech based advertising, the above response
clearly indicate that young consumers are very positive towards TV ads and strongly feel that
television advertisements still play a significant role in marketing success.
5. MAJOR FINDINGS

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Further analysis reveals that respondents feel that the TV ads provide them with adequate
information (Mean 3.94) and they do pay full attention to TV ads that they like (Mean 3.84) and
they recommend good TV ads to others (Mean 3.52). The positive attitude towards TV ads can
further be understood from the fact that majority of the respondents feel that TV ads help them
make good purchase decision (Mean 3.44) and they feel more inclined to purchase a product
after watching a good TV ad (Mean 3.28).

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Based on the analysis and interpretation of the data, presented in the previous section, the

ZENITH
International Journal of Multidisciplinary Research
Vol.2 Issue 4, April 2012, ISSN 2231 5780

following is summary of the major findings;

Despite the growth of internet usage among young consumers, still television is the
advertising medium with most exposure compared to other traditional and non-conventional
mediums.

Brand awareness and brand recall is considered to be most important purpose that a TV ad
serves.

Humor appeal ads are preferred the most, followed by the ads portraying luxurious appeal by
young consumers.

Ad endorsements by film celebrities and sports personalities are most preferred by the
respondents. Ads portraying experts endorsing the products in TV are least preferred.

Attitudinal analysis reveals that television advertisements are meant for creating brand
awareness and brand recall. Mixed response can be seen in terms of the role of television ad
in influencing consumer purchase decision.

Television ads are still considered to be a significant medium to consumption related

information and its role in successful marketing of a companys products and services.

Further analysis reveals that young consumers possess overall a favorable attitude towards
television advertisements and its role in impacting their buying behavior.

6. CONCLUSIONS

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Calisir, F. (2003). Web advertising vs. other media: young consumers view. Journal of Internet
Research: Electronic Networking Applications and Policy, 13(5), 356-363.

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REFERENCES

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The findings clearly indicate that young consumers perceptions and attitude is very positive
towards television as an advertising medium and its role in brand awareness and brand recall.
Thus it can be concluded that, despite the cut throat competition among the conventional
alternative media and the new rival computer based communication media, television as an
advertising medium has arguably managed to hold its position. However the trend is towards
increasing usage of online media and social networking sites by young consumers for additional
information to improve the purchasing decisions.

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International Journal of Multidisciplinary Research
Vol.2 Issue 4, April 2012, ISSN 2231 5780

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