ADVERTISING EFFECTIVENESS An Experimental Study of its Impact on Consumer Buying Behaviour of mid-segment cars A Progress Report on the Major

Project FOR THE PARTIAL FULLFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (2010-2012)

SUBMITTED BY: Amandeep singh Singh Kang Roll no. :9133

SUBMITTED TO: Prof: Preeti

1.1 INTRODUCTION TO TV ADVERTISEMENT The definition of 'advertising' which states that it is a form of communication intended to spread awareness about products and services - with the intention of persuading the consumers to go for them, is best highlighted by 'television adv ertising'. Basically, the term 'television advertisement' refers to a television program which is produced and paid for by an organization to spread awareness a bout the products and services it has to offer. Being an audio-visual form of ad vertising, television advertising has a definite edge over its counterparts in t he field of mass market advertising, and that makes it is one of the costliest f orm of advertising today. (A single 30 second ad slot at annual Super Bowl costs around US$3 million.) The seven decade long television advertising history spea ks in volumes about the amount of development that this field has been subjected to since its inception. First Television Commercial In the United States of America, television advertising history began with the a dvertisement of Bulova watch manufacturing company on 1st July, 1941. This was n ot just the first TV advertisement of the United States, but was the first TV co mmercial of the world as well. The 10 second ad featured a clock superimposed on the map of the United States, accompanied by a voice over saying "America runs on Bulova time." It was aired on NBC (which was then known as WNBT-TV) before a baseball match between the Brooklyn Dodgers and Philadelphia Phillies. Interesti ngly, Bulova was the first company to make it to radio advertising as well - a f eat achieved by the company earlier 1926 with the first radio commercial of the United States. Television Advertising Initial Growth The phenomenal success of Bulova advertisement made other companies jump onto te levision advertising bandwagon, and very soon some of the major players of that era - including Pan American World Airways and Botany Worsted Mills had televisi on advertisements of their own. The number of television sets in the United Stat es had also increased by a significant margin during 1940s, and by the end of th is decade, the number of companies which resorted to television advertising to s ell their products had increased manifolds. As a result of the tremendous growth that the television advertising industry had witnessed within a decade of its b eginning, the American Association of Advertising Agencies was formed as a regul atory body for TV advertisements. Single Sponsor Trend A new trend of advertising - that of single sponsor television programs, surface d in the United States in 1950s. In this case, a single company sponsored the en tire program and used the same as a platform to advertise its products, instead

of several companies buying an ad slot on the network as we see today. Among the companies which used the single sponsor program technique efficiently were majo r companies such as General Electric (GE) and Colgate. The decade also witnessed the introduction of television advertising in Europe - wherein the 60 second lo ng Gibbs Toothpaste commercial aired on 22nd September, 1955, became the first c ommercial to be aired in Europe Commercial Breaks Yet another important milestone in the history of TV advertising came in 1960s w ith the introduction of 1-2 minute advertising slots - the commercial breaks, du ring an ongoing TV show. As opposed to the earlier trend of single sponsor progr amming, now it was possible for several companies to use a popular program as an advertising platform together. It was one of the most efficient way of marketin g, and companies like Tide and Crest took it as an opportunity to expand their a d campaigns. During this period, an hour long television program had around 9-10 minutes reserved for commercial break in which ads with a duration of 30-60 sec ond were aired. Controversies and Developments In 1970s, the broadcast of controversial television advertising which promoted c igarettes was banned by the administration. This resulted in a tussle between th e government and television networks for whom these ads constituted a significan t portion of the total revenue. The decade also marked the advent of alcohol com panies in the field of television advertising. The brief history of television a dvertising between 1970s and 1990s - was marked by some notable changes such as the increase of time slot reserved for commercial breaks from 9 to 19 minutes. T he end of 1990s also marked the launch of TiVo - an electronic television progra mming schedule, which drew flak for its commercial-skipping capabilities. The de cade also marked the debut of popular actors and sports person in TV commercials and that paved the way for brand endorsements. By far, the most important moment of television advertising history was the laun ch of local cable TV services which brought television advertising - which was u ntil then restricted to large companies, within the reach of small companies. Th ese small companies used cable TV advertising to market their products and servi ces at the local level. In the course of its growth, television advertising has continued to be in the news for good as well as bad reasons. This trend continue s even today with television advertising pros and cons dividing the world into t wo halves - with one half advocating it and other half criticizing it. Over the last few decades, the television has come up as a strong component of m ass media around the world. This has, in turn, prompted several companies to use it as an ideal platform to advertise their products. This mode of advertisement basically exploits the consumer's tendency to get attracted to the combination of audio-visual medium, as opposed to simply audio medium, (such as the radio ad vertisement), or simply visual medium, (such as the print-ads). Before we move o n to television advertising pros and cons, let's try to understand this concept of advertising in brief. What is Television Advertising A television advertisement, also referred to as a television commercial or simpl e TV Ad, is the process of imparting a sales pitch of a limited amount of time, through the television as the medium. These advertisements tend to summarize the product in order to accommodate it within a specific duration, generally rangin g between 30-60 seconds, and convey as much information as possible. Basically, these advertisements are customized in such a manner that they are neither too s hort, as to fail in conveying the message, nor too long, as to lose the attentio n of the viewers. That being said, television advertising has its own pros and c ons, which need to be evaluated before investing in the same. Read more on contr oversial television advertising. Television Advertising Pros and Cons The pros and cons of television advertising are directly related to several unde rlying factors, including your company, the product, the consumer base, life of the product, etc. Given below are the details of television advertising advantag es and disadvantages, which will make the concept easier for you to grasp.

Television Advertising Pros The biggest advantage of the concept of television advertising is the fact that it reaches a larger audience, compared to the local newspaper or radio station, in a relatively short span of time. If required, one also has the option of cate ring to a smaller consumer group though the local cable network. A TV commercial reaches the audience at a point of time, wherein they are most attentive. Not m any people like surf channels while watching an interesting match of American fo otball. They would rather prefer watching the advertisements, than missing a sin gle moment of the match. Television advertising is much more interesting compare d to its other counterparts. The fact that it tends to exploit the vulnerability of the consumer to the combination of audio-visual medium, makes it an instant hit among masses. It also capitalizes on the fact that adding more interesting f eatures, such as motion, light and sound, can improve the credibility of the mes sage by grabbing the attention of the viewers. Advertising on the television giv es you an ample scope to unleash your creativity, and mesmerize the audience. Television Advertising Cons Like any other form of advertising, even television advertising has its own draw backs. The foremost problem is the expenses incurred on making an advertisement. An advertisement of 30 seconds can cost you a significant amount to produce, co nsidering that you need to hire a host of technicians, models etc. Furthermore, you also need to ensure that you get a good slot in the channel schedule. For th is, you again have to shell out some money depending on which slot you are targe ting. For instance, an ad slot at the prime time will cost you more than what yo u would have to pay for a slot at late night. More importantly, there is no poin t in airing your advertisement at a time wherein the targeted audience doesn't w atch the TV. Making changes in the advertisement once it is produced again adds to the expenses. In case of print advertising, this just take a few minutes and cost incurred is also relatively less. More importantly, short advertisements ar e not as effective as they don't provide much information of the product, and he nce the length of the ad has to be significant. More information on various aspects of the field of advertising: Different Types of Advertising Types of Advertising Techniques These were the most prominent television advertising pros and cons which need to be taken into consideration when opting to advertise your product through this mode. If you are absolutely sure that the amount of profit your product will gen erate will surpass your investment in making an ad film, then there can be no be tter medium to advertise your product, but the television. However, if the consu mer base you are targeting is not vast, and the returns expected are far less th an what you need to invest, then it is better off to stick to some other adverti sing technique, suitable for your product. 1.2 Advertisement Agency Effective and continuous advertising is one of the most important functions of a ny successful business. It is imperative that the products or services of any bu siness receive the proper exposure, and the way to achieve exposure is through a dvertising. Whether it is on the national or local level, advertising campaigns are necessary to let people know about a business and its products. The goal of marketing is to target the segment of a population who have a special need for a particular product or service and finding ways to provide that product or servi ce in the most effective means available. The function of advertising and market ing companies is to professionally promote individual businesses and organizatio ns. Advertising agencies and marketing firms are dedicated to the development of the most innovative and effective means of business promotion available. Advertising is a subset of marketing. A very subtle and crucial marketing strate gy, advertising plays a crucial role in persuading target customers to buy a cer tain item. In today's world, firms don't hold back in spending millions of dolla rs on advertising and marketing. The obvious reason being that the competition i s very high, and every firm wants to sell its product and make it a brand. Effec

tive advertising techniques used in advertisements make a world of difference in sales prospects of a product. Advertising effectiveness is measured by the role the advertisement has played in making the product a real success and how well it has connected with the customers. Know more about effective advertising metho ds further that form an integral part of effective advertising tips. 1.3 TYPE OF ADVERTISEMENT TECHNIQUE Advertising aims at promoting the products and services of a company. It helps i n the creation of a brand identity and serves as an effective means to communica te to the world the value of the product or the service. Through different adver tising techniques, companies achieve a growth in the sales of their products and services by attracting the masses towards them. Different types of advertising techniques aim at highlighting the product features and bringing about its uniqu eness in relation to its competitors. Advertising techniques often intend to mak e a product stand out by throwing light on its features that make it look differ ent from the rest. Advertising is carried out through different media so that th e advertisements gain a mass appeal. It is brought before the public through var ious channels to ensure that the product or the service is noticed by the genera l public. Following is a description about the various types of advertising tech niques. Print advertising makes use of the print media such as magazines and newspapers. The print media also offers options like advertising through brochures or pamph lets. The effectiveness of the advertisement made through the print media depend s on the popularity of the media used. The advertisements, which appear in promi nent newspapers, have a greater chance of being noticed. Fliers and brochures ar e commonly distributed with newspapers and supplements are attached to newspaper s. In such cases, the popularity of the newspaper and the location of the advert isement in it, matter most. The use of audio-visual media is another popular advertising technique. Televisi on, radio have been used in advertising since long. Internet advertising that ha s emerged in the relatively recent times has earned a huge recognition. In case of radio and television the broadcasting time decides the cost of the advertisem ent while the livelier Internet hosts websites that contain advertisements. Adve rtisements relate to the subject discussed by the website and popularity of the website and the position of the advertisement on the web page are determinants o f its notice ability. Advertisers use not only the print and the TV and radio channels but also movies to feature their advertisements. Covert advertising is the practice of indirect ly publicizing a product through movies and TV shows. For example, the actress i n the film or the TV show may be shown to be using a particular brand of clothes or cosmetics; a particular restaurant or company may be shot so that the compan y name appears in the scene. The audiences watching the show or the movie are su re to notice the name advertised, thus contributing to the promotion of the prod uct showcased. The use of eminent people for the promotion of a brand is one advertising techni que while making use of common people is another. The purpose behind the use of celebrities is that many identify with the celebrities and it is a general psych ology to emulate the person one identifies with. Celebrities are widely admired and hence prove highly effective in advertising. The use of plain folks strategy in advertising is based on the idea that common people can easily reach out to t he masses. Some advertising techniques use promotional techniques that demonize the enemy. A point of view is stressed upon the masses and the ones with an opposite standp oint are made to feel inferior. Some advertisers present before the public a com parative study between two brands and bring out the superiority of their product in comparison to the competitors. Some advertising techniques use sarcasm to promote a product while demoting the competitors' products. Many advertising techniques are based on repetition in wh ich the product or the service name is emphasized and is repeatedly put forth th e public. Some advertising techniques make use of human psychology to follow som

ething because the others are following it. People in large numbers are shown to be using the product thus in a subtle way compelling the audiences to start usi ng it. Advertising techniques often make use of emotional and touching words or actions to attract the masses. Advertising techniques are and should be efficiently used for social causes. Awa reness about certain important subjects, social issues and environmental problem s can be effectively communicated to the public by means of advertisements. The government and other social organizations are seen implementing public service a dvertising. But commercial product and service companies should take the eyes of f moneymaking for a little while and come forward to advertise for a social caus e. 1.4 Effective Advertising Strategies As technology has become an integral part of our lives, advertising techniques t oo have improved so that they can cover a huge customer base. Following are some of the most effective advertising techniques used by advertising agencies 1.4.1 Can't Miss the Internet Since the last decade, Internet has evolved to become one of the most powerful a dvertising techniques. When the world has shrunk into a small global village, th e advertising effectiveness of the Internet has assumed a greater significance. While billboard advertising is still in existence, definitively it can't match t he reach of Internet advertising. And then there are the pay per click advertisi ng techniques and SEO of websites that can help you get ranked better. Aptly, st ated, no matter your firm is in IT, infrastructure, computers, none can take the risk of missing Internet advertising. This all has eventually led to the evolut ion of a whole new sector, online advertising 1.4.2 TV is Evergreen Certainly, using TV to you launch your brand is one of the most effective advert ising techniques. Almost all home owners posses a TV, if not Internet and hence, to reach people all age, nothing can be better than a TV. And just with a ad of 20 seconds to 1 minute, you're required to show everything with creativity. Whe n used effectively, selectively and with excellent market research, TV advertisi ng can certainly be a great success. 1.4.3 Print Advertising Still Dominant If the world has gone online, it doesn't mean newspapers and magazines are no mo re in existence. Still, print advertising techniques through newspapers and maga zines is a very effective way of selling products and making them brands. Effect ive advertising words, effective advertising slogans, catchy phrases and catchy headlines do cast an impression upon consumers. All advertising effectiveness de pends on the ability of advertising teams to create an everlasting impression up on the minds of consumers. 1.4.4 Radio Spread Everywhere Radio communication has increased by leaps and bounds since the past few decades . Radio advertising has grown in popularity and we all love tuning to our favour ite radio channels and listen to variety of music. Between song breaks, advertis ements are intelligently clubbed in and they convey all about their products wit hin few seconds With the landscape of advertising almost taking a new turn and advertising techn iques being employed through social networking websites, blogging and direct mai l marketing, the future of advertising is looking bright. For effective advertis ing examples, we can research about ads of Nike, Reebok, Coca Cola, FedEx that a re legendary in the field of advertising and rule the psyche of customers. Effec tive advertising campaigns are a key to ensure that the product is launched in m arket at the right time and garners maximum sales. It is the hallmark of every s uccessful advertising campaign that it's coupled with creativity and lots of tho ught behind it. The winner in choosing effective advertising techniques is the a d makers who never underestimate the power of consumer intelligence. If an ad ca n emotionally appeal to an audience, it certainly has the potential to attract m

ore attention from consumers and they may be eventually compelled to buy it. 1.5 Introduction to Mid Size Cars A mid size car is referred to as an automobile with a size between that of compa ct and full size cars. The price range of mid size cars lies between Rs 3 to 8 l akhs. The mid size cars have the capacity to carry 4 passengers- 2 adults and 2 children. The credit of manufacturing of these cars goes to companies like- Fiat India, Fo rd, General Motors, Hindustan Motors, Hyundai motors, Maruti Udyog, San Motors a nd Tata Motors. While the companies like- Ford, Hyundai, General Motors and Mahi ndra & Mahindra are yet to launch their models under this segment. This model ba sically target executive class.

1.5.1 1.

TOP FIVE MID SIZE CARS IN INDIA Mahindra-Renault Logan

The wide-body Logan rolled out on Indian roads to mark the new-found partnership of Mahindra&Mahindra and Renault. It has seen much success since and is ava ilable in both diesel and petrol variants. The diesel variants come with a 1.5L Inline-4 engine that produces 65 bhp. The petrol variants come with two engine o ptions: a 1.4L Inline-4 that delivers 75 bhp and a 1.6L Inline-4 that churns out 84.5 bhp. All variants come with a smooth-shifting 5-speed manual transmission. The estimated fuel economy is 10/15 km/l (city/highway) for the petrol variants and 12/17 km/l (city/highway) for the diesel variants. The starting price of Ma hindra-Renault Logan is Rs 4.36 Lakh (ex-showroom Delhi). 2. Maruti Suzuki Swift Dzire The Swift Dzire from the house of Maruti Suzuki is similar in front fascia with its sibling Swift. It carries flashy chrome grille and slightly sharper design h eadlamps. The car’s interior does not lag behind either giving luxurious l ook or feel. The Dzire provides a choice of the same two engines available on th e Swift. The petrol engine powered by 1.3L 16-valve In-line 4 churning out 87bhp and the diesel variants get a 1.3L turbocharged DDiS engine that delivers 75bhp . The Dzire comes with a standard 5-speed manual transmission and an estimated f uel economy of 15.9 km/l for the petrol version and 21 km/l for diesel version. The starting price of Maruti Suzuki Swift Dzire is Rs 4.7 Lakh (ex-showroom Delh i). 3. Toyota Etios Liva The Toyota Etios is a line of four-door sedan and hatchback cars produced by Jap anese automobile manufacturer Toyota exclusively for the Indian Automotive marke t since 2010. The Etios nameplate comes from the Greek "Ethos", meaning spirit, character, and ideas. The sedan version was launched in December 2010 and the Li va hatchback was launched in June 2011. As of 2011, the first generation of Etio s has sold more than 30,000 units in India. Toyota Etios Liva J Rs. 4,09,9 88* 1197cc, Manual, Petrol, 14.0 - 18.0 kmpl 4. Honda Civic

The recently launched new Honda Civic is the eighth generation Civic. It places itself in the entry-level D Segment and competes with the Toyota Corolla and the

Skoda Octavia. The Civic design is youthful and trendy in comparison to its com petitors. The Civic comes with a 130bhp, 1.8L i-VTEC Inline-4 engine that can be coupled to a 5-speed manual transmission or a 5-speed automatic transmission. T he Honda Civic was voted as ?Car of the Year? for 2007 with top-of-the-line tech nology, sporty looks, and choice of transmissions. The estimated fuel economy is 8/13 km/L (city/highway). The starting price of Honda Civic is Rs 10.91 Lakh (e x-showroom Delhi). 5 Maruti Suzuki SX4 King of cars are a passe, here comes the men of cars. The SX4 is the tallest and broadest sedan in its segment. Influenced by the latest European design trends, the SX4 boasts of a trapezium form with wide treads and large wheels and it mea sures 4,490 mm in length and 1,735 mm in width to achieve an imposing stance. Th e SX4 comes with a 1.6L Inline-4 engine that churns out 102 bhp and is coupled t o a 5-speed manual transmission. The estimated fuel economy equals most others i n its segment at 15 km/l. The starting price of Maruti Suzuki SX4 is Rs 6.18 Lak h (ex-showroom Delhi). 1.6 Effect of TV Advertisement on Mid Size Cars Building Brand Name Loyalty In her book No Logo, Naomi Klein says that the mid-1 980s saw the birth of a new kind of corporationToyota, Maruti Suzuki, Hundai to n ame a fewwhich changed their primary corporate focus from producing products to c reating an image for their brand name. Marketers plant the seeds of brand recogn ition in very young customer, in the hopes that the seeds will grow into lifetim e relationships. "Brand marketing must begin with customer. Even if a child does not buy the product and will not for many years... the marketing must begin in childhood." Many companies are using "buzz marketing"a new twist on the tried-and-true "Word of mouth" method. The idea is to find the coolest kids in a community and have them use or wear your product in order to create a buzz around it. Buzz or "street marketing," can help a company to successfully connect with the savvy an d elusive teen market by using trendsetters to give their products "cool" status . Commercialization in Education A school setting delivers a captive youth audience and implies the endorsement o f teachers and the educational system. Marketers are eagerly exploiting this med ium for promoting their products in a number of ways, including: Supplying schools with technology in exchange for high company visibility. Exclusive deals with fast food or soft drink companies to offer their products i n a school or district. Advertising posted in classrooms, school buses, on computers, etc. in exchange f or funds. Sponsoring school events The Internet is a favorite medium with marketers to target customer: it is a part of youth culture. This generation of young people is growing up wit h the Internet as a daily part of their lives. Kids are often online alone, without parental supervision. unlike broadcasting media, which have codes regarding advertising to kids, the I nternet is unregulated. Sophisticated technologies make it easy to collect information from young people for marketing research, and to target individual customer with personalized adv ertising. The marriage of psychology and marketing there have been several empirical studi es to understand the purchase behavior of customer and to be able to predict cho ice. Then there is the field of child psychology. Existing theories on child psy chology, regarding learning, thinking, perception and social interaction have be en primarily aimed at educators and therapists. Currently, Marketing to customer is approached no different from marketing to ad ults, in theory : Understand the needs and requirements of the target

 Find gaps, see where needs are not being adequately satisfied or where a signifi cantly more satisfactory offering can be made Create an offering that addresses these needs, keeping the audience in mind Find out how your audience is likely to purchase, the mode and the location. Make your offering available through appropriate channels. Find out how your audience evaluates offerings, how they perceive messages Design and execute a communication plan accordingly The problems arise out of the simple reason that marketers are adults and they t hink like adults. What may seem appropriate to an adult mind may be lost on a ch ild. It needs a study of the cognitive processes of customer at different stages of development, a reason to understand what, why and how of customers thinking. This is where the theories of Piaget and Vygotsky help create a base to underst and child as a consumer. The development of thought Among the early, significant theories on cognitive de velopment were those of Jean Piaget, a Swiss biologist who propounded the concep t of Genetic Epistemology. Piagets theories were path breaking and are in essence still studied. Understanding these theories brings a very clear perspective to looking at customers behavior. The image of the child changes to that of a comple x, fascinating organism, groping in bewildering environment not only to survive but also to comprehend and control. This drives the child to learn. One explanation for the forces of cognitive development is the concept of Equili bration . Just as the body seeks to find a physiological state of equilibrium be tween exercise and rest, or hunger and overeating, the childs mind seeks equilibr ium between what he understands and what he experiences. Its function is to brin g about a balance between assimilation and accommodation. Accommodation is the process of adapting cognitive schemes for viewing the world t o fit reality. Assimilation is the complementary process of interpreting experie nce (individual instances of general concepts) in terms of current cognitive sch emes. The goal of the child is cognitive equilibrium Adaptation - Adapting to the world through assimilation and accommodation. Assimilation - The process of taking material into the mind from the environment . Accommodation - The difference made to one's mind or concepts by the process o f assimilation. Assimilation and Accommodation are the two complementary processes of Adaptation described by Piaget, through which awareness of the outside world is internaliz ed. Although one may predominate at any one moment, they are inseparable and exi st in a dialectical relationship. In Assimilation, what is perceived in the outside world is incorporated into the internal world, without changing the structure of that internal world, but pote ntially at the cost of "squeezing" the external perceptions to fit hence pigeonh oling and stereotyping. In Accommodation, the internal world has to accommodate itself to the evidence w ith which it is confronted and thus adapt to it, which can be a more difficult a nd painful process. This happens when the child tries to put in information, whi ch does not fit the pre-existent fields and categories. He has to develop new on es to accommodate the new information. Both Assimilation and Accommodation happe n together. This can be explained with the example of solid food. When a child h as solid food put in his mouth for the first time, he attempts to do what he is used to doing with anything put in his mouth, he sucks on it. Then he tries chew ing on it and realizes that this is something that can be done with things put i n the mouth. He adapts to the introduction of solid food, otherwise alien to him , by assimilating it and accommodating it . When a rattle is put in his hand, he puts that in his mouth, sucks on it, and then chews on it. He cannot assimilate it. Cognitive adaptation at this stage causes him to create a new classificatio n. Things that are edible and non-edible. This classification is a basic mechanism for thought processes. Piagets term sche ma would be food, in this case. The schema would be clearly differentiated from other schemata such as toys. While adapting, the child also develops intellectua lly [Piaget, 1975]. He organizes his new experiences differentiating, integratin g, categorizing so that the first vague global schema of objects-that go-in-the-

mouth becomes sophisticated and varied enough to include all the varied members of the category food. However, as cognitive equilibrium is only partial, existing equilibrium must evo lve towards a higher form of equilibriumtowards a more adequate form of knowing. Piaget argued that this process of ontogeny drove cognitive development. When on e cognitive scheme became inadequate for making sense of the world, it was repla ced by another, requiring fundamental cognitive restructuring on the part of the child. This brings up a question - Once the organism is in equilibrium, what upsets it? Why and how does a child learn? This is explained by three dynamic forces that alter the states of equilibrium in an organism. Maturation: As the schemata of cognitive structures develop, the child begins to use them as if he learnt to use his muscles to walk, and then to run and climb. A child does not think like an adult simply because he does not have the logica l structures, the organizations of thought, and the methods of reasoning which w ould enable him to deal with adult problems. As the child grows and matures, he fills this gap by becoming curious and by questioning. When he finds a satisfyin g answer, he attains equilibrium for a short period. Experience: This pertains to physical and empirical experience that a child migh t come across while performing activities like playing, counting or lifting obje cts. Once a child has had a physical experience with a concrete object such as a ball, he can form a mental image of that object and act upon it in thought. He can think about throwing the ball, and his thought is interiorized action. Each of these experiences teaches the child something new, creating a sensory imbalance , causing him to look for equilibrium. Social Transmission: Verbal instructions transmitted by parents, teachers and pe ople around the child. Usually having multiple sources of social learning causes s ome amount of conflict, where the child may hear contradictory statements. When his equilibrium is disturbed, this way, the child sets out to achieve a new and higher equilibrium. Thus as the childs mental structures become capable of grappl ing with new problems, he is stimulated and challenged by his environment to see k new solutions. Piagets Stages of Development Piaget suggested that there were four major cogniti ve stages in logical development, corresponding to four successive forms of know ledge. During each of these stages, customer were hypothesized to think and reas on in a different way. These stages, and their approximate ages of occurrence, w ere: The sensory-motor period: 0-2 years. Sensory-motor cognition was based on physical interaction with the world. One of Piagets fundamental notions was that thought developed from action. In his view, a logic of action existed prior to, and in add ition to, the representational logic of thought. For example, one of the hallmar ks of this period was the attainment of object permanence. The development of obje ct permanence refers to the understanding that objects continue to exist even wh en they are hidden from view. A complete understanding of object permanence was said to emerge only between 15 and 18 months, marking the attainment of a cognit ive representation of the object. If it were true that cognitive representations do not emerge until the final stage of sensory-motor cognition, then babies wou ld have to wait a long time before they could engage in any meaningful cognitive activity. Learning, memory, reasoning and problem-solving abilities would all b e seriously constrained. The period of pre-operations: 2-7 years. Between around 18 and 24 months, the be ginning of the internalization of action was thought to occur, although the resu lts of such internalizations could only support limited forms of thought as they were not yet mentally reversible. A full understanding of the properties and re lations of concrete objects was thought to develop very gradually during the pre -operational stage. During this period, customers solution of problems concerning objects and their relations displayed modes of thought that were egocentric. Th e child perceived and interpreted the world in terms of the self. Pre-operationa l thought also displayed centration, in that the child tended to fix on one aspe ct of a situation or object and ignore other aspects. Finally, it displayed a la

ck of reversibility, in that the child was unable to reverse mentally a series o f events or steps of reasoning. The pre-operational child was thus seen as prelo gical, having a subjective and self-centered grasp of the world. Nevertheless, v ia the transition from sensory-motor to preoperational forms of thought, the pra ctical logic of relations and classes in terms of sensory-motor action were the precursor of the representational logic of relations and classes used in the con crete operational stage. The period of concrete operations: 7-11 years. During concrete operational cogniti on, the compositions of internalized actions became reversible, making the begin ning of mental operations such as class inclusion, transitivity and conservation . Piaget developed tests of the attainment of each of these operations that have become classic tasks in the cognitive developmental literature. The acquisition of concrete operations was marked by the gradual waning of egocentricity, by th e ability to decentre or consider multiple aspects of a situation simultaneously, and by reversibility or the ability to understand that any operation on an object simultaneously implied its inverse. The childs growing logical insights were thou ght to lead to the development of concrete operational mental structures, such as classification, seriation and conservation. Piagets idea was that mathematical lo gic could be used to describe the psychological reality of the logical structure s developed by the child, and the reversibility of those structures. The period of formal operations: 11-12 years on. During formal operational cogniti on, certain concrete operations became linked together, marking the onset of sci entific thought. Formal operational reasoning depended on the ability to take the results of concrete operations, to generate hypotheses about their logical relat ionships and to represent alternative hypotheses and their deductive implication s. Piaget described this level of reasoning as operating on operations, or second-o rder reasoning. He conceptualized this mathematically, in terms of the ability to apply a formal system such as propositional logic to the elementary operations concerning classes of objects and their relations. Many of Piagets tests for the presence of formal operational structures involved tasks requiring scientific th ought, such as discovering the rule that determines whether material bodies will float or sink in water, discovering the rule between weight and distance that w ill enable a beam to balance, and discovering the rule that governs the oscillat ion of a pendulum. However, Piaget recognized that the acquisition of each new way of thinking would not necessarily be synchronous across all the different do mains of thought. Instead, he argued that the chronology of the stages might be extremely variable, and that such variability might also occur within a given st age. Thus, the ages of attainment that Piaget gave for the different cognitive s tages are only approximations. How customer think, react and evaluate Due to the nature of formation of cogniti ve structures, customer desire to attain equilibrium. Customer have other basic needs that they try to satisfy while maintaining a sense of balance. In terms of what they do, customer want safety and familiarity as well as the opposite, adv enture, risk and the thrill of the unknown in our lives. A childs first step, for instance, is a risk, an act of courage, as is the decision to spend its own poc ket money on something new and untested. Egocentrism - At birth, the infant unaware of anything beyond himself. He knows nothing of the world apart from his immediate consciousness and therefore cannot distinguish himself from his surroundings. This reduces slowly as the child lea rns of his environment and people, but it takes a lot of development for custome r to be able to look at things from another persons perspective. It has been obse rved that in groups, customer commonly engage in collective-monologues, appearin g to play together but actually each child is engaging in a monologue, completel y disregarding what others may be saying. Piaget introduced the concept of Egocentrism to explain this phenomenon. Egocent rism is fundamentally a cognitive limitation; customer are egocentric because th ey fail to understand how someone else's point of view might be different from t heir own, or they fail to coordinate their point of view with that of the other person. Understanding Egocentrism is critical to understanding how a child think s, to be able to make sense of behavior that might otherwise seem irrational and

random. This is a manifestation of Egocentrism. If a desired object is hidden, the infan t acts as though it no longer existed. It takes some time for a child to develop object constancy. He does not know that objects exist in the environment even w hen he does not see them. The infant is only aware of his immediate experience. If that experience does not include perceiving the object, then he has no idea t hat the object is there and has permanence of its own . Eventually, after a good deal of experience with objects that that swing, drop, or roll out of sight tha t the child looks for them. Games such as hide-and-seek become a source of unfaili ng delight because of the reappearance of hidden but expected objects. An essent ial for later learning, this realization of the permanence of objects reduces th e childs egocentrism by enabling him to differentiate between himself and externa l reality that exists independently of him. Conservation Conservation is the ability to realize that certain attributes of an object are constant, even though it changes in appearance. In an experiment when a child is shown two equal sized balls of clay and then one is rolled into a fat sausage i n front of him. A child younger than seven thinks that the sausage has more clay in it because it is longer. His perception is immediate, egocentric and limited to the present. He centers his attention on a single, striking feature, the len gth. He has not yet mastered reversibility, the ability to follow a series of tr ansformations and then reverse direction and think back to when the same piece o f clay was a round ball. The pre-operational child finds it difficult to underst and the conservation of substance. The child in the period of concrete operation s understands this concept and may even understand conservation of weight. Howev er, conservation of volume is not acquired till about eleven or twelve. The reas on for the child finding these concepts baffling is the missing logical structur es in his cognitive development that are yet to be formed. Realism An absolute explanation for everything Customer usually tend to have exp lanations for all phenomena. They have a reason and, what in their minds is, the only objective viewpoint. This is a manifestation of both egocentrism and a sto pgap effort to reach equilibrium when certain questions remain unanswered in the ir cognitive structures [Piaget, 1955]. To the child, all things are equally rea l words, pictures, dreams, feelings. Names, for example, are real and exist as p art of the thing being named. The young child cannot conceive that he could have been given another name. Animism The whole world is alive the child believes that nature is alive, consci ous, and endowed with purpose. This arises because the child being unconscious o f himself, confuses himself with the universe [Piaget, 1955]. There are four sta ges in the development of animism. Up to about 5 years of age, the child believe s anything may be endowed with purpose or conscious activity. He blames a ball (B ad ball) for refusing to be thrown straight, or a naughty chair for bumping him. Th en a transition stage occurs when a child experiences cognitive conflict and may reverse or contradict himself. Only object which move, such as floating clouds or cars, are alive. In the third stage, only objects, which move spontaneously, are alive; cars and bicycles are not. The last stage, in which only plants and a nimals are considered alive happens at about eleven or twelve years. Artificialism Everything is man made the tendency of the child to believe that h uman beings created natural phenomena [Pulaski, 1971]. Reasoning like this comes from questions like:Who made the sun?, Who puts the stars in the sky, at night? The child then tries to create an answer that is satisfactory, in order to reach equi librium and he comes up with explanations. Fantasy Beyond reason and reasoning Customer's stories have universal appeal. Wh at constitutes fairy tales in Western cultures differs little from legends and t ales woven out our own epics. Theatre owners' disposition towards films around c ustomer's fantasies is another good indicator. In India, many Western production s are given a miss by distributors, driven by the belief that it will have a nar row appeal if not lack relevance altogether. However, a film based on fantasy, w ill surely find its way into the Indian theatres [McCann-Erickson, 2003].

 Sentience Need to gratify the senses An important part of the way customer grow up is learning through all the senses. This explains the need for play-acting, f or make believe. The reason why a child internalizes the concept of a train by p laying with a set a of toy blocks, making train sounds. The symbolic representatio n helps him assimilate all the characteristics of trains he has seen, all the se nses. This is very different from the way adults internalize objects [Pulaski, 1 971]. Customer interact more, they do not just perceive a product or a retail en vironment, and they actually play with it. It comes from their nature, they are questioning and learning because several of the cognitive structures that adults take for granted are missing in the childs mental make-up. A child notices and o bserves more, life is less mundane for him than it is for an adult doing a chore . In a store, a child notices things like floor tiles, point-of-purchase banners , display shelves, danglers, and if these are within an arms reach, the child wi ll try to touch it, to move it. His experience needs inputs from several senses; if he is young, enough he will want to put any such object in his mouth, to tas te it, to chew on it. An adult may look at a banner and 'know' how the plastic s heet material might feel, but a child does not 'know he has not made the connecti on; it is a new sensation to him. The Information processing framework Consumer socialization is best understood i n terms of customers developing abilities to select, evaluate and use information relevant to purchasing. The information processing framework comes from consumer behavior theory. This framework works on the assumption that customer are active participants in the communication process attending to some messages and ignori ng others, selecting some information in one commercial to compare with product information gained through experience, and so on. The framework below shows an e xample for a specific purchase decision. Table 1.1 Purchase Decision Frameworks Environment Initial Processing Central Processing Family Information search Interpretation and Comprehension Purchasing Decision Attention Structuring of information Television Advertising Information Selection Evaluation Use of information The model depicts two influences on customers consumer behavior the family and te levision advertising. There are more influences such as peers, in-store displays , etc. The decision-making is divided into initial and central processing, to descri be the different cognitive activities that customer go through in acquiring, str ucturing, interpreting and using information. A couple of caveats are necessary, now that this model has been described: Customer do not go through this entire process for every purchase decision. In s ome cases, a child might want a toy only based on one attribute (say, a blinking light). In many cases, there is no real information search customer may simply see a desirable product while walking through a store. When the events depicted in the model do occur, they could take place in a few s econds or over a considerable period of time. The model depicts a rational decision-making process. This is one reason why it do es not always apply to a childs decision making. Nevertheless, it provides a conc rete framework to understand consumer socialization.

REVIEW OF LITERATURE Number of studies has been conducted about the effectiveness of TV advertisement on purchase of mid size car.. And numbers of reviews on the previous researches are present but due to paucity of time, a few snapshots of literature are given here. Merrill (1975) examined that all types of media and advertising and the ethics t hat go along with them. It includes information on forms of media like televisio n, journalism, broadcasting, etc. The book starts out with history of the media and goes on with all sorts of different articles, stories and facts about the me dia and ethics. Also, the book talks about corrupt people in the media. The most important points made in this book are about how fair television should be and broadcasting freedom. This book contains a lot of different pieces written by di fferent writers. I cannot decide if all of the information in all of the pieces are credible but a lot are written by well know Ph.D.s and writers. The intended audience is all of those involved or interested in the media. A limitation of t his piece is that it includes mostly information about journalism but not so muc h about advertising. I will utilize this piece by comparing the media with adver tisements and explain how they are both unethical. This piece is similar to a co uple of others like Deciding What We Watch because it talks a lot about journali sm and media. It is different from my other sources for the very same reason. Heller (1990) determined that psychologists helping advertising companies to hel p the create effective advertisements that target children. The article asks if this is ethical. Psychologists also help these companies create educational toy advertisements, anti-drug advertisements, dont drink and drive advertisements, etc. So the article asks if you can really separate out all of the situations and ma ke a statement that includes all of them. The main issue the article talks about is that people feel as though psychologists own that information and can use it as they please but that that is not the case at all. The article says that ulti mately parents should be trained and able to say no because after all it is ther e responsibility. The intended audience of this piece is people who are accusing psychologist of using there knowledge unethically by giving it to advertisement companies and others who may be interested in the topic. Limitations of this pi ece are that it is not very long and does not provide a lot of factual informati on so it may be difficult for me to obtain facts to back up my argument. I will be able to use this article for my argument paper because it gives a specific is sue that I can refer to when talking about my topic. It also argues an opposing side to my argument which I can use as information when arguing my side. This ar ticle is different form Advertising Law and Ethics in that it is much more specifi c and a little more personal. James (1994) studied that talks about the perception of advertising ethics among 460 members of the American Advertising Federation. Areas that are talked about are analysis of members' perceptions, Agencies' standards, Active public respon sibility, Advertising claims, Agencies' social responsibility, Best predictor of the application of deontological ethics to troublesome situations in advertisin g. From January through August 1999, Cornelius B. Pratt was on a Fulbright teach ing assignment in the Department of Mass Communication at the University of Zamb ia (UNZA) in southern Africa. The intended audience of this piece is students an d professors as well as others interested in the topic. Limitations of this piec e include the fact that the article is bias due to the fact that is based on per ceptions also, that it may not be a strong back up for my argument. I can utiliz

e this source for my paper because I will be able to see the perceptions of peop le directly in the business and understand their sides. This is very different f rom my other two sources but similar to Advertising, Children, and Ethics because it gives me information on the opposing side of my argument Shaw (1999) examined that about the different ways the countries view these diff erent concepts. It about the meaning of regulation in the different countries. I t included that brings in the case of children and how sex has changes since the sixties in advertisement. Also, this book includes information and ideas about news and reality programs and privacy along with language. This book is written by Colin Shaw, a former broadcasting executive for BBC and Independent Broadcast ing Authority and has taught and the University of Pennsylvania. He has great ac cess to information that would make his book credible. A limitation of this piec e is that it does do not have any information on certain ethics of advertising. The intended audience for this book is probably people at college level and abov e. I plan to utilize this source by being able to compare the US advertising eth ics with the UK in order to back up my argument. This source is similar to a cou ple of my other sources because it offers definitions and pertaining to advertis ing ethics but is different because it compares one nations ethics with anothers. Richards (2000) studied that Advertising Law and Ethics talks all about advertisin g and the issues that go along with it. The article talks about current issues w ith advertising and the ethics that go along with advertising. It talks about th e first amendment and its part in advertising. It includes information on decept ion in advertising as well as information about unfairness in advertising. Lastl y the article includes information on all types of advertising and the issues th at go along with the different types such as subliminal appeals, tobacco and alc ohol, children, privacy, trademark and copyrighting, sweepstakes, and political and telemarketing. This program has a great reputation and is one of the top pro grams in the country and a five minute story on the program was aired on Media T V. The intended audience of this piece is all people who are interested in findi ng out about or researching advertising ethics but do not have a great deal of b ackground knowledge on the topic. This article includes a lot of useful informat ion and facts that could help back up my argument as well as inform me on the op posing argument so that I may successfully rebut that argument Rubak (2001) studied that about illegal advertising methods. First it talks abou t the bait and switch method where companies advertise one product at a great de al but when the customer arrives at the store and finds out they are all sold ou t and the is sold a lower quality item at the same price. The article also uses the example of pornography advertisement online. Pornography site advertise free picture and videos then the customer clicks on these links going through many l inks until they return to what they were originally looking for and are asked fo r a credit card number. This article also talks about where to dram the line in advertising. He talks about things such as stealing ad space, defacing property, gambling with peoples honor, etc. This piece is written by a man named Josh Ruba k. I am not sure who he is but he seems to be well known and a business man. I t hink that this piece is very credible. The intended audience is most people, any one who would be interested in reading the article. The article is straight forw ard and easy for almost anyone to read. A limitation of this piece could be lack of an opposing argument to strengthen the source. I can utilize this piece by u sing the specific information it provides about illegal actions companies use to advertise. This text is different from all of my others because it provides me with specific examples of ways that are used to unethically and illegally advert ise Dittrich (2004) determined that how advertising promotes the cultures current fo r body shape and site and the importance of beauty. It talks about womens magazin es and how they include so many adds for weight loss and how many girls own Barb ie dolls. The piece also talks about how all of these adds effect people and to what extent they effect people. The author of this piece is the director of Rese arch and Outreach for About- Face and has a doctorate in Clinical Psychology. Ba sed on those facts alone I feel that this piece is very credible and contains tr uthful information. Limitations of this piece include only having one side and n

ot pertaining specifically to ethics in advertising. I will be able to utilize t his piece mostly because it contains a lot of statistics and good information to help me in the angle I am going to take on how ethics in advertising affect wom en Miles (2004) examined that argues that current trends in advertising, particular ly an increased reliance on complex destabilizing metaphors, have produced a dou ble-bind situation within target audiences that has resulted, as per Gregory Bat esons description of the schizogenic process, in schizophrenic communication patt erns being fed back to advertisers. Links are made to the roots of ironic consum ption and other paradoxical tensions in consumer behavior. Steedman (2004) concluded that advertising, with its effects on both individual wants and the general ethos of consumerism, is a matter of concern to both economi sts and spiritual commentators on the state of society: it thus falls well withi n Ronald Preston's range of interests. The article will consider both the econom ists approach to advertising and wider concerns about its influence in society, b efore posing a number of questions about the good and bad aspects of advertising and what, if anything, can and should be done about it. The perusal of literature revealed that there had been many researches regarding effectiveness of TV advertisement on the mid size car as an optimal measure for improving efficiency. It forced the organistion to think about the future and p lan effectively and how it facilitated controls.It was very tedious Various rese arches also showed that advertising is also effective for the people. LEONARD GREENHALGH (1992) Field studies suggest that individual differences are strong determinants negotiator effectiveness, but their impact has yet to be ade quately documented (Thompson 1990). We argue that the lack of empirical confirma tion is attributable to methodological limitations of the dominant paradigm. Thi s paper shows the usefulness of psychodynamically-oriented constructs and clinic al assessment methods. The study contrasts the negotiation experience of individ uals high and low in narcissistic functioning, a core psychodynamic variable, an d the deep-seated character trait that underlies the interpersonal orientation c onstruct. Implications of this approach for the design of personality assessment and negotiation research are explored. NEED OF THE STUDY The research is carried out to find out the need of marketers to understand the nature and extent of influence customer have on the decision making process for the purchase of cars. Thus, this information can be taken in their commercial an d marketing strategies. The brief study on review of literature revealed the fac t that number of studies had been carried out in the area of a comparative study of consumer perception of small car but in Indian context, still a wide gap exi sts in the research field. SCOPE OF THE RESEARCH The scope of the research was limited to Sangrur city. OBJECTIVEs OF THE STUDY To find out are influence of TV advertisement on customers decision on purchase of mid size cars. To find out what elements of TV advertisement of cars have influence people. To find out what age of customer have what degree of influence. To find out what customer looks in advertisement while watching on TV about the mid size car. To find out the age group and the decision of customer to buy the mid size cars. To find the effect of TV advertisement on people purchase behavior. To find out what kind of advertisement customer like most.

RESEARCH METHODOLOGY Research Methodology is a way to systematically solve the research problem. The Research Methodology includes the various methods and techniques for conducting a Research. Marketing Research is the systematic design, collection, analysis a nd reporting of data and finding relevant solution to a specific marketing situa tion or problem. Research is, thus, an original contribution to the existing stoc k of knowledge making for its advancement. The purpose of Research is to discove r answers to the Questions through the application of scientific procedures. Thi s project has a specified framework for collecting data in an effective manner. Such framework is called Research Design. The research process followed by resea rcher consists of following steps: 4.1 RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis o f data in a manner that aims to combine relevance to the research purpose with e conomy in procedure. In fact, the research design is the conceptual structure wi thin which research is conducted. This research will be descriptive, fundamental and conclusion oriented research. Descriptive Research A type of conclusive research which has its major objective the description of s omething-usually market characteristics or functions. In other words descriptive research is a research where in researcher has no control over variable. He jus t presents the picture which has already studied. This research will be descript ive because it described the responses of consumer of Jalandhar City. Qualitative Research The research was qualitative as the concerned topic cannot be measured in numeri c terms and contains qualitative factors. 4.2. SAMPLING DESIGN Sampling can be defined as the section of some part of an aggregate or totality on the basis of which judgment or an inference about aggregate or totality is ma de. The sampling design helps in decision making in the following areas:4.2.1 Universe of Study: Universe of the study included all the consumers who purchase the mid size car from different sources. 4.2.2 Sample Size: In this project sampling unit consisted of 50 consumers and r etailer. 4.2.3 Sampling Technique: The sampling technique will be convenience sampling. 4.3 Methods of Data Collection and Analysis 4.3.1 Sources of Data Collection: - Research work was descriptive in nature. Inf ormation was collect from primary data and secondary data. Secondary Sources- Secondary data are those, which have already been collected b y someone else which already had been passed through the statistical process. Se condary data was collected through magazines, websites, newspapers and journals. Primary Sources- Primary data are those, which was collected fresh and for the f irst time and thus happen to be original in character. Primary data will be coll ected by conducting surveys through questionnaire. 4.3.2 Questionnaire development: Primary data was collected by conducting survey s through questionnaire, which include demographic, dichotomous; open ended, ran king based and likert scale questions. In order to cover the research gap this q uestionnaire has been framed with great care. Validity of the questionnaire: The content validity of the questionnaire has bee n ensured by getting it checked from a professor from the field of research meth odology. 4.3.3 Data Analysis

4.3.3.1 Tools of Analysis In this research the tools of analysis was use table, percentages and pie chart. 4.3.3.2 Tools of Presentation It means what all tools are used to present the data in a meaningful way so that it becomes easily understandable. In this research tables and charts was use fo r presenting the data.

QUESTIONNAIRE Respected Sir/Madam I am a student of Mata gujri college (fatehgarh sahib) conducting a marketing survey on A Study on Effectiveness of Television Advertise ment: A Study of Mid Size Cars. The objective of this survey is to collect inform ation about effectiveness of TV advertisement on buying behavior of customers ab out mid-segment cars. This questionnaire is being administered to people like yo u who have watching TV advertisements about cars. Please let us know your sponta neous response to the questions that pertain to your purchasing experience in Mi d-size cars. I requested you to fill this questionnaire and I assure that this data will be used only for study purpose and it will keep confidential. CONSUMER SURVEY 1. Name: 2. Age: 3. Occupation: loyee _______ 4. Income group: 40k 5k-10k 40k-50k 10k-20k 50k & above 20k-30k 30k______________________________________________________ 15-20 40-50 Student Businessman 20-30 50 & above Govt. Employee 30-40 Private Emp

Any other (Pls specify) ________

5. Number of Family Dependants: Five

Nil

One

Two

Any other (Pls. specify) _________ 6. Telephone Number / E-mail:___________________________________________

Section-B 1. How many cars do you have? 01 02

0 0

 2.

03 more than 03

0 0

Which car(s) do you own and when did you buy it/them?

3. What are the factors that you looked in for, when you purchased the abov e mentioned car(s)? Please tick them in the order of your preference. Factors Very important Important ll important Engine performance Mileage Price Looks Comfort/space Service centers Others (specify) ________________ 4. 5. 6. Neutral Not very important Not at a

Who influenced you to buy the car? Spouse 0 Children 0 Friends/peers/colleagues 0 Parents Relatives Others (specify) 0 0

Did you buy the model as suggested by other people? Yes 0 No 0 What do you do when advertisements are shown on TV? Keep watching 0 Change the channel 0

If you keep watching the ad then, proceed. If you change the channel, then go to question number 12. 7. Do you like any car advertisement? Yes 0 No 0

If the answer is yes then proceed. If the answer is no then end. 8. Why do you like the particular car advertisement? Music of the ad 0 Looks of the car 0 People shown in the ad The car itself Features of the car 0 0 0

9. Which car model did you suggest and why? ________________________________________________________________________ 10. Which are the various ways by which you get to know about new cars? TV 0 Through friends 0 Newspapers Billboards Car magazines Car games 0 0 0 0

REFERENCES Dittrich (2004), Impact of advertising on corporate performance, productivity an d employment dynamics. Journal of automobile Market and Advertising, 24(10) 8-14 Heller (1990), Industrial market segmentation. Journal of Industrial Marketing M anagement, 42(7) 26-32. James (1994), Winning at Retail. Buyer decision process literature, 13(4), 27-34 . Kotler Philip (1999), Marketing Management, New Delhi, Prentice Hall India. Merrill (1975), The advertising industry and worlds economic development. Carnegi e Mellon University, School of Public Policy and Management, 18(26), 129-132 Miles (2004), Genesis of advertisements in India. Indian Journal of Marketing 18 (20)19-25 Richards (2000), Customer perceptions about automobile company. Journal of Oxfor d University, 8(34) 23-32 Rubak (2001), Impact of advertising. The Financial Times, p. D1 Shaw (1999), Customer shopping behavior about car. Indian Journal of Marketing 1 1(39)34-41 Steedman (2004), Responsible factors for decline of car sale. Journal of Marketi ng 23(23)13-20

TENTATIVE CHAPTER PLAN Sr. No. Chapter Signature 1 Date of Submission of Synopsis 2 Introduction Done 3 Review of Literature Objectives of the Study Done 4 Need of the Study Scope of the Study Done 5 Research Methodology Data Analysis Done In Progress (Copy attached) 6 Recommendations Bibliography Annexure In Progress