Professional Documents
Culture Documents
CHAPTER - 1
INTRODUCTION
OBJECTIVE
To know the latent value advertisement in the market place and the
force exerted towards the consumer is the focal point of the study. Upto
some extent it will surely answer the very questions about the wants and
needs of consumers and the objectives of advertisers. Apart from it, how
advertisement has made changes in life style.
We humanbeings as a whole in one or other aspects of life are
“consumer”. It is the responsibility of all the consumers to know the
various aspects of advertising and consumers attitude towards
advertisement.
REVIEW OF LITERATURE
METHODOLOGY
Both primary and secondary data have been collected to bring out this
dissertation
The sources of secondary data are:
Journals
Newspapers
Magazine
CHAPTER - 2
AN INTRODUCTION TO ADVERTISEMENT
During the middle ages, the spoken word was the principle means of
communication and there were little activities that we called now
“advertising”. The invention of movable type by John Guttenberg in
1450 was a real boon in the realm of printing publication, quickly
ushered an era of modern advertising made possible to publish many
copies of different print types cheaply and quickly
At the beginning of the 17th century all advertising was dealt a blow
when the British Govt. imposed a tax of one and half penny on every
newspapers and magazine sold and an additional tax of one shilling on
every advertisement. But the aim of this by the British Govt. was to
silencing the criticism of press in their colonial administration not for
raising money and funds. In spite of this tax however, advertising prosper
during the18th century.
During the first two decade of the 20 th century advertising was re-
examined; certain excess had developed and caused widespread
resentment. This resolution came from within the industry and from the
Govt.
TYPES OF ADVERTISING
Competitive advertising-
The ads are meant for general sales promotion of the product. The
idea such behind such ads is to remain alive in the market by repetitive
presentation of the product in the advertisement world. They are also
regular ads.
Such ads are released from time both by public sector and private
sector organization the aim of such ads is to build the organizational
image. Issues related to national interest are generally the subject matters
of such advertisements.
LEVELS OF ADVERTISEMENT
another producers.
AS A PROMOTOINAL TOOL
It is to attract attention.
It is to appeal to the sense of the consumer.
It is to create a need for the product or services best, or the service
that nobody else can give better.
It’s to build up and improve the organization’s image.
It is to build up and improve the brand preference of the product.
EFFECTIVENESS OF ADVERTISEMENT
It should be communicative.
It should be attentive receiving.
It should be simple, direct and easy to understand.
It should be honest, truthful, and sincere.
It should be informative.
The advertising make the people look, like, learn, and buy which
is based on AIDA’s (Attention- Interest-Desire-Action)
Following are the main effects of advertising
Advertising involves many ethical issues albeit having its good sides.
The main issues concern taste, Puffery, Stereotyping, advertising
children, controversial products advertising, and subliminal advertising.
TASTES
Ads for certain products such as, pantyhose, bras and girdles,
laxatives, and female hygiene aids, produce higher level of distaste than
other product advertisements.
PUFFERY
STEREOTYPING
ADVERTISING TO CHILDREN
Condom :-
Subliminal advertising:-
In the past few years, the range and variety of advertisement have
expanded to such an extent that it is difficult for people to comprehend
the scene. The purpose is the same whatever be the product may be an
automobile, a soap or fairness cream, mobile phone, utility article, food
item, household items etc. The aim is to persuade the customer to
purchase the product or service provided. Advertisement is absolutely a
game and the name of the game is “selling by any means”.
“SELLING A LIFESTYLE”
CHAPTER - 4
COMMUNICATION
FORMS OF COMMUNICATION:-
Oral communication.
Written communication.
Diagonal communication
communicator and recipient are the parties. It has the advantage of speed
correct and complete interaction. In it doubts, clarification, explanations and
questions can be sought and answered at once.
WHAT TO COMMUNICATION?
• To Buy.
• To Sell.
• To Inform.
• To Misinform.
• To Reveal.
• To Conceal.
• To Teacher.
• To Learn.
• To Cause.
• To Cause.
• To Prevent.
• To Affirm.
• To Clarify.
• To Confuse.
• To Feature sellers.
• To Feature buyers
• To Compliment
• To Criticise.etc.
• Why?
• What?
• How?
• Who?
• When?
Finally, when? When is the right time to get across this message,
when is the receiver likely to give it the most attention? When is the
most likely to be influenced? Often, timing can be critical to the
success of the communication.
• Where?
ESSENTIAL OF COMMUNICATION:
Initiator.
Message.
Medium.
Finally, the address (e.g. the newspaper reader or the owner of a telephone
or teleprinter or the viewer of a television).
CHAPTER - 5
CONSUMER
CONSUMER
But “The Consumer Protection Act 1986” and its first enactment in
India recognized consumers as a class in itself in respect of the goods and
services.
1) Buys any goods for a consideration which has been paid or promised
or partly paid and partly promised or under any system of deferred
payment and includes any user of such goods other than the person
who buys such goods for consideration paid or promised or partly
paid or partly promised, or under any system of deferred payment
when such use is made with the approval of such person, but does not
include a person who obtains such goods for resale or for any
commercial purpose;
2) [Hires or avails] any services for a consideration which has been paid
CATEGORIES OF CONSUMER
1. Consumer of goods:
2. Consumer of Services:
The second category of consumer is that of hirer or user of
services. In order to be considered as a consumer and for the purpose
of services it is essential that the services must have been hired or
availed of for consideration.
Under the Section 2(1) (d) clause (ii) of the Indian Consumer
Protection Act 1986, a consumer for the purpose of services
means any person who-
3. Company as Consumers:
CONSUMERS ATTITUDE
E.g. Milk and eggs are only limitedly substitutable for bread or
rice. In other categories there may be wide latitude for substitutabity,
such as a compromise between home repairs and a holiday.
CONSUMER’S NEEDS
CHAPTER - 6
ATTITUDE
ATTITUDE
COMPONENTS OF ATTITUDE
ATTITUDE CHANGE
“Taste of India”, “Hamara Bajaj”, “Just Do it”, are some of the long
running campaign’s attempts to reinforce consumer attitudes.
For examples:- “ ho shuru har din aisa”, Nescafe’s commercial is one such
attempt.
42 Sahyadri Arts & Commerce College, Shimoga
Advertisement & Consumer’s Attitude
Change behavior:-
Consumer purchase or use behavior may precede the development of
cognition and affect . According to Ds kampt, behavior can lead directly to
affect, to cognition , or to both at the same time.
Consumer frequently try inexpensive new brands in the absence of any prior
knowledge or affects.
For example:-
A detergent is offered at a discount price and consumer after using it,
realizes that there is hardly any difference in the performance of the new
brand and regular brand. The consumer decides to continue using the new
brand and stays with even when the price returns to normal list price.
“Attitude change” is rely upon the above three attitude components,
cognitive, effective and co-native components or some combination of these
components.
CHAPTER - 7
BACKGROUND OF SHIMOGA
BACKGROUND OF SHIMOGA
Shimoga city is a famous historical and tourist place. 273 kms north
west of Bangalore is Shimoga, once a strong hold of the Keladi Nayakas,
worth seeing here is the Church of the Sacred Heart and the Government
museum. Kadambas, Gangas, Chalukyas, Rashtrakutas, Hoysalas and
Vijaynagara emperors from the 4th century ruled Shimoga. Arts, literature
and culture were developed in the period of Keladi Nayakas. In that period a
traveler from Italy by name Della Vella explained that the land is rich in
culture and in lifestyle.
12th century Shiimoga is the unforgettable period for the world. This is
the period when Akkamahadevi was born in Shimoga. This is the place
where Shantala Devi took born, Allama Prabhu lived here.
Now Shimoga is the place which has given three Ministers to present
the State Government and Booming Industrial Center.
CLASSIFICATION
Businessmen
Agriculturist
Employee
Student
The above four professional classes mere taken for the purpose of the
study “Advertisement and consumer’s Attitude”. The intentions behind
such selection are due to their relations and concern towards the topic,
and these are the classes that are commonly available around us.
Table no. 2:
Classification on the basis of Occupation.
Table no.3:
The above table shows out of 60, 39 respondents are Male and 21 are Female
Table no. 4:
Classification based on educational qualification.
Educational No of persons Percentage%
Qualification
48 Sahyadri Arts & Commerce College, Shimoga
Advertisement & Consumer’s Attitude
Table no. 4 shows that out of 60 13 Respondents are Below PUC, 21 PUC, 24
Graduate, 1 Post Graduate and 1others. The percentage is 22,35,39,2,2
respectively.
Table no. 5:
showing the desire of advertisement.
Table No . o6:
showing purchase any material or service by seeing
advertisement.
Table 07:
Showing the likeness of advertisement media.
Table No 08 :
showing the sources/medium of getting
advertisement information.
Table No.9 :
showing advertisement is effective.
Table no10:
Showing “is advertisement is educative”.
The above table shows that 90% out of 60 respondents says advertisement
is educative.
Table no 11 :
Showing “is advertisement creates brand
preference and brand loyalty”.
Table no.12:
Table showing whether advertisement monopoly.
The above table shows that advertisement does not create monopoly. Out of 60
respondents 19% of respondents are saying Yes and 81% of respondents saying
No.
Table no.13 shows that out of 60 respondents 32% saying Yes and 68 percent
saying No.
The above table shows out of 60 respondents 80% of respondents are saying
Yes and 20% of respondents saying No.
Table No.15:
The above table shows out of 60 respondents 55% of respondents are saying
Yes and 45% of respondents saying No.
Table 16 :
Table showing product prefer to buy most.
The above table shows out of 60 respondents Soft Drinks, Dress Materials,
Cosmetics & others are 20%,34%,22%, &24% respectively.
Table 17:
Table showing advertisement made changes in life-
styles.
The above table shows out of 60 respondents 93% of respondents are saying
Yes and 7% of respondents saying No.
CHAPTER - 8
CONCLUSION
Conclusion
BIBLIOGRAPHY
QUESTIONNAIRE
SECTION – A
1) NAME –
2) ADDRESS-
3) AGE-
4) SEX- MALE ( ) / FEMALE ( )
5) OCCUPATION:-
A) BUSSINESMAN
B) AGRICULTURIST
C) EMPLOYEE
D) STUDENT
A( )B( )C( )D( )
6) EDUCATIONAL QUALIFICATION
A) BELOW SSLC
B) PUC
C) GRADUATE
D) POST- GRADUATE
E) ANY OTHER
A( )B( )C( )D( )E( )
SECTION- B
YES ( )/ NO ( )
YES ( )/ NO ( ).
A) NEWSPAPER
B) MAGAGINE
C) TELEVISION
D) RADIO
E) INTERNET
F) OTHERS
A( )B( )C( )D( )E( )F( )
A) NEWSPAPER
B) MAGAGINE
C) TELEVISION
D) RADIO
E) INTERNET
F) OTHERS
A( )B( )C( )D( )E( )F( )
YES ( )/NO ( ).
YES ( )/ NO ( ).
YES ( ) / NO ( ).
YES ( )/ NO ( ).
YES ( )/ NO ( ).
YES ( )/ NO ( ).
YES ( )/NO ( ).
YES ( )/NO ( ).