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ADVERTISING SPECIALISATION
PROJECT

On
The Role of television advertising of
lifestyle product in purchase behavior of
youth and enhancing their Lifestyle


Submitted to

Ms. RUHI LAL THAKUR

Submitted by

STUTI SINGH
Enrollment Number- A2028710024
Batch: 2010-13

BACHELORS IN JOURNALISM & MASS
COMMUNICATION



AMITY SCHOOL OF COMMUNICATION
AMITY UNIVERSITY

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Noida, Uttar Pradesh
ACKNOWLEDGEMENT

I owe a great thanks to many people who helped and supported me during the
writing of this research report. . However, it would not have been possible
without the guidance of my Guide Mrs. Ruhi Lal Thakur who provided me
with an insight into the whole concept of Lifestyle of Youth and factors
affecting their Purchase decision and helped me carry out an effective research
on the topic.

I would like to sincerely thank my mentor for throwing light on the topic and
helping me comprehend the theory and conduct a perception based research on
the subject adhering to the guidelines.

My thanks and appreciations also go to my colleagues in developing the project
and people who have willingly helped me out with their abilities.

The research is a compilation of my learning experiences that I acquired from
my mentor and the knowledge has been proved to be effective and useful in
accomplishing my objectives and findings.


SHIVANGI CHHABRA


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ABSTARCT
Advertising and its effects on the purchasing decision of Youth deals with how
advertising effects and is used by the advertisers and marketing companies to
attract the youth or the teenagers and how does certain factors be it the brand
loyalty, values and opinions and even culture can play an important role in the
purchasing choice and decision of a specific product or a particular brand.
Advertising or Youth Advertising basically targets the young generation or
the teenagers which are now considered by the market as the most dynamic and
ever changing segment of target audience.
Youth is prone to changes and they are capable of taking independent purchase
decisions and are well aware of the facts which affect their power of buying be
it influence of media, brand image, brand price or even family values and
upbringings.


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OBJECTIVE OF STUDY
The objective of the study is to gain a proper understanding and a right idea
about what drives the choice of brand and services by the youth in the country.
Is it the repeated and catchy television commercials they see on the T.V. or their
own interest in a specific brand they follow, their own choice about a particular
brand in the market or the embedded values and belief in them which makes
them use a brand or product since a long time.
The main purpose is to study the Youth and their lifestyle and to have a
detailed idea about how advertising can be made more effective tool of
communication so that one can study what effects the purchasing decision of
the youth in our country be it their activities, interests and opinions, the
embedded value system , personality traits or the self-conception about a
particular brand in the market or service. Youth is the most targeted among all
the consumers when it comes to the Advertising arena because of their attitude
to try various brands and also because they are more prone to changes












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HYPOTHESIS
In my study I will be focusing and rather would concentrate so as to know the
principal reason or the factor which leads to the choice of one brand over other
by the youth today. I will be doing a detailed analysis based about the youth
behaviour or topics which ultimately leads to the right conclusion of finding out
the main reasons which affect the purchasing decision of the Youth in our
country and will also help to make my research error free. One of the major
areas of study would be to determine which factor is the most prevalent and has
a greater impact or effect on the purchasing decision of the teenagers or youth.
The factors which affect the advertising market especially for the youth will
also be the point of study. The good and negative effect of the advertising on
youth will be another topic in my project.














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RESEARCH METHODOLOGY

The Methodology which I will be using to do my study about the Lifestyle of
Youth and their purchasing decision involves two basic tools one is the use of
primary data which included one on one interaction with the youth itself in form
of interviews and questionnaires and the other tool in use would be secondary
data that is the use of internet, blogs and various books on lifestyle and
advertising effects on consumers especially youth. The research will make use
of both qualitative and quantitative data.














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INTRODUCTION
The study of the lifestyle of Youth and their purchasing decision is basically
related to two major factors, one is that how Television and the commercials
have an impact on the brand choice of an adult as a study by the American
Academy of Pediatrics states that youth only views more than 400000 ads in a
year and also they are the one which are being exposed to advertisements and
different brands through internet, magazines and even in schools. The second is
the Lifestyle or the personality traits which lead to the decision of buying a
product by the youth may be simply because of choice or peer pressure or even
own interest.
It has been seen that advertisers love youth they are that segment of target
audience which is not only catered the most or are sought after when a new
product or brand is launched in the market. There are number of reasons for this.
They have money to burn, and the items they buy are largely luxury items,
like clothing, electronics, and music. They make many, if not most, of their
purchasing decisions independently. And they have significant influence on
family purchases. Perhaps most importantly, companies know that once they
have branded a child, he or she is likely to be a customer for life.
What is the most important question or situation that an advertiser faces when it
comes to youth and their purchasing decision is that how to place or position the
brand in the market such that it attracts the youth or young generation so as to
compel them to buy a specific product or brand in the market.
The ways used by advertisers to place their brand in the minds of the youth or to
reach them is trough all sought of mean like Advertising in magazines, movies,
TV shows, and on the internet. Licensed products, in the form of clothing, toys,
and accessories, abound. Schools or colleges make deals with soda companies
and sell naming rights to their gyms to the highest bidder. Companies glean
important demographic info about youth spending habits from seemingly
innocuous internet quizzes and surveys. Marketing comes at youth from all
directions, twenty-four seven.
They know how to capitalize on important teenage issues and anxieties,
like body image, peer acceptance, coolness, and a need for power. They use
these themes repeatedly in advertising geared towards children and teenagers.
Marketers also often hone in on themes and attitudes that parents might find

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inappropriate or offensive, like sex or alcohol and drug use, further escalating
the coolness factor of the product. This generation of youth is growing up in
what is perhaps the most materialistic society we have ever had. They are
surrounded by images of excess and the idea that buying things will bring
them satisfaction. They are given things easily and rarely have to delay
gratification.
What is advertising?
Advertising is the technique of making products or services well and favourably
known by that section of the public most likely to purchase those products or
services, in the most effective and economical manner and for the primary
purpose of assisting sales.
"Advertising is any paid form of non-personal presentation and promotion of
ideas, goods and services through mass media such as newspapers, magazines,
television or radio by an identified sponsor".
"The means of providing the most persuasive possible selling message to the
right prospects at the lowest possible cost".
Advertising is a process, not a medium in its own right, although it uses
different media forms to communicate. Advertising, in its simplest form, is the
way in which the vendor or manufacturer of a product communicates with
consumers via a medium, or many different media.






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Advertising as a discrete form is generally agreed to have begun with
newspapers, in the seventeenth century, which included line or classified
advertising. Simple descriptions, plus prices, of products served their purpose
until the late nineteenth century, when technological advances meant that
illustrations could be added to advertising, and colour was also an option.

An early advertising success story is that of Pears
Soap. Thomas Barratt married into the famous soap
making family and realised that they needed to be
more aggressive about pushing their products if they
were to survive. He launched the series of ads
featuring cherubic children which firmly welded the
brand to the values it still holds today. He took images
considered as "fine art" and used them to connote his
brand's quality, purity (i.e. untainted by
commercialism) and simplicity (cherubic children).
He is often referred to as the father of modern
advertising.

Rules of Advertising
There are four rules which serve as a sound guide when planning advertising and these
should be examined before any form of advertising is booked or prepared.
1) Aim-What is the primary purpose of this advertisement? Is it to inform, sell,
produce listings or improve the firm's image?
2) Target-Who is the target? From which sector of the public are you trying to achieve
response, i.e. the investor, the pensioner, the career mother, the teenager, etc?
3) Media-Bearing the aim and target in mind, which of the media available is the most
suitable - brochure, press, television, radio etc?

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4) Competitors-Consider the enemy? How are your competitors approaching their
advertising needs? Are they successful? Can you improve on their approach and beat
them in competition?


Reasons to Advertise
The objective of advertising is to increase profit by increasing sales. It should be
remembered that each of the types of advertising listed below can be accomplished by
personal contact unaided by advertising. However, limitations of time and the desire to
build sales volume has seen advertising widely used to pave the way for
sales. Advertising aims to:
Make the firms name familiar to the public.
Create goodwill and build a favourable image.
Educate and inform the public.
Offer specific products or services.
Attract customers to find out more about your product or service.

There are five main stages in a well-managed
advertising campaign:

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Stage 1: Set Advertising Objectives
An advertising objective is a specific communication task to be achieved with a specific
target audience during a specified period of time. Advertising objectives fall into three main
categories:
(a) To inform - e.g. tell customers about a new product
(b) To persuade - e.g. encourage customers to switch to a different brand
(c) To remind - e.g. remind buyers where to find a product
Stage 2: Set the Advertising Budget
Marketers should remember that the role of advertising is to create demand for a product. The
amount spent on advertising should be relevant to the potential sales impact of the campaign.
This, in turn will reflect the characteristics of the product being advertised.
For example, new products tend to need a larger advertising budget to help build awareness
and to encourage consumers to trial the product. A product that is highly differentiated may
also need more advertising to help set it apart from the competition - emphasising the points
of difference.
Setting the advertising budget is not easy - how can a business predict the right amount to
spend. Which parts of the advertising campaign will work best and which will have relatively
little effect? Often businesses use "rules-of-thumb" (e.g. advertising/sales ratio) as a guide to
set the budget.
Stage 3: Determine the key Advertising Messages

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Spending a lot on advertising does not guarantee success (witness the infamous John Cleese
campaign for Sainsbury). Research suggests that the clarity of the advertising message is
often more important than the amount spent. The advertising message must be carefully
targeted to impact the target customer audience. A successful advertising message should
have the following characteristics:
(a) Meaningful - customers should find the message relevant
(b) Distinctive - capture the customer's attention
(c) Believable - a difficult task, since research suggests most consumers doubt the truth of
advertising in general
Stage 4: Decide which Advertising Media to Use
There are a variety of advertising media from which to choose. A campaign may use one or
more of the media alternatives. The key factors in choosing the right media include:
(a) Reach - what proportion of the target customers will be exposed to the advertising?
(b) Frequency - how many times will the target customer be exposed to the advertising
message?
(c) Media Impact - where, if the target customer sees the message - will it have most impact?
For example does an advert promoting holidays for elderly people have more impact on
Television (if so, when and which channels) or in a national newspaper or perhaps a
magazine focused on this segment of the population?
Another key decision in relation to advertising media relates to the timing of the campaign.
Some products are particularly suited to seasonal campaigns on television (e.g. Christmas

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hampers) whereas for other products, a regular advertising campaign throughout the year in
media such as newspapers and specialist magazines (e.g. cottage holidays in the Lake
District) is more appropriate.
Stage 5: Evaluate the results of the Advertising Campaign
The evaluation of an advertising campaign should focus on two key areas:
(1) The Communication Effects - is the intended message being communicated effectively
and to the intended audience?
(2) The Sales Effects - has the campaign generated the intended sales growth. This second
area is much more difficult to measure.


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Testing the Advertisement
Once an advertisement has been planned and created it is important to test its effectiveness
before publication. If it does not satisfy all the following well-tried principles then start
again.
Does it catch the eye?
Does it arouse interest?
Does it create desire?
Does it lead to action?
Trade Practices Act 1974 (the Act)
The Australian Competition and Consumer Commission gives advertising guidelines in
information circulars that are available from the local office of the Commission.
Advertisers should be aware of Section 52 of the Act which is a broad prohibition of
misleading or deceptive conduct. Basic rules are that you must consider the advertisement as
a whole and the ordinary meaning of words used. Then you must determine if the persons to
whom the ad is directed are likely to be led into error or deceived. Important facts which
might influence a person reading the ad must not be omitted. Ads can be imaginative and can
use humour, cartoons and slogans but these devices must not be misleading or deceptive.
If in doubt, the officers of the Australian Competition and Consumer Commission can give
guidance. It is not, however, their function to give legal advice and remember that ultimate
interpretation of the Act rests with the courts.
The Most Commonly Used Media

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Stationery
Window Display or Office Front
Press Advertising
Printed Material
Outdoor Advertising
Specialist Publications
Cinema
Radio
Television
Yellow Pages
The Internet


Positive and negative effects of advertising

Positive effects
1)The positive side of advertising is that it makes you aware that a product or service is
available. New and improved products are developed all the time and we can't be expected to
keep track of these developments ourselves. So its manufacturer helps us in our lack of
awareness and tells us: "Our new and improved product is now even better! Go out and buy
it!"
television
regional dailies
internet advtg
radio
magazines
business dailies
hindi dailies

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2) This happy message really pleases the consumer in us and if the product is one that we use
we are pleased that it has now been improved (again) and is even better. Even though the
message is the same as it was the last time it was improved, chances are, if we were using it
before, that we will continue to use it and that we react positively to the latest improvement.
So far so good. When a good product is improved it does become a better product, right?
3) The ad will tell us in a variety of ways that it is any or all of the following:
-better than the competitor's product
- cheaper than the competitor's product
- easier to use than the competitor's product
- has more prestige value than any similar product
- lasts longer the competitor's product
- it's made of superior parts or ingredients
- it's healthier for you
- it's wholly organic
- it's stronger, faster acting, larger, shorter, ...
- etc. etc. and so forth.
So we are grateful for advertisements because they keep us up to date on the improvement of
existing products and the creation of new ones. This is all very good.
4) Unfortunately many advertisements, despite rigorous guidelines, rules, laws and consumer
magazines and organisations, tell us a product or service is good only to find out after
purchase that it is not good at all. And sometimes we get mad because we feel we have been
taken. And this is definitely not good.
5) Before, in those good old days (when everybody complained anyway), we got to recognize
certain brands and products as good quality and we stuck by them. Reputation is important,
as we have mentioned before, and when a company sticks to its original success formula we
can trust them and continue to use their products or services without having to worry about it

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too much. And that is good because in our busy modern lives we have plenty to worry about
already.
Negative effects
1) The negative side of an ad is that it is not usually a neutral and objective statement. The ad
is made by the product's manufacturer and that already tells us that it will never be objective.
According to the box every product is the best after all.
2) No one can deny that unbelievable quantities of bad products are for sale. Depending on
the power of the manufacturer it can be blatantly obvious that we are dealing with a bad or
substandard product. It looks bad. But if the manufacturer has a lot of power, the ad is so
sophisticated in its execution that we are wholly convinced we are dealing with a genuinely
great product.
3) In retrospect, after the sale in other words, we can find out that the ad failed to let us know
any or all of the following:
- it's made of substandard materials
- it tastes bad
- it's badly made
- it's made from leftovers and rejected materials
- it's made by someone undergoing forced labor
- it's far too expensive and should cost 10% of what it does because it is made much cheaper
somewhere else
- some of its ingredients or additives such as preservatives, colorings, etc. have been banned
in your country for at least 30 years because of their carcinogenic effects (cancer inducing)
- there's really nothing in the product that is in the least bit beneficial to your physical or

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mental health
- it could be dangerous to your children
- it's made up of animal by products
- they are destroying a rain forest to produce it
- it's been designed exclusively to use all those other bits and pieces they would otherwise be
stuck with
- it would kill any insect better than any spray if you would feed it to them instead of eating it
yourself
- it's made from organic materials, not mentioning that those organics are animal by products
and leftovers, biomaterial even an experimental laboratory would label bio-hazard
- etc. etc. and so forth.
4) The list is quite endless once you get going and the reality of it quite depressing. The only
thing we can do is learn from our failures, i.e. never ever buy that product or anything else
made by that company, or use that service again, until we are absolutely sure it is now really
worth our hard earned money and time.
Therefore advertising is
A message from vendor/manufacturer to consumer
Intended to give information which will influence consumer choice
Aimed at a known audience
Paid for
Classification of Advertising


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Several categories of organizations are large users of advertising, most important among
them being the manufacturing, trading and service firms, non-profit institutions and the
government agencies. Advertising can also be classified according to types.
The principal means of classification are:
(1) By geographical spread, such as national, regional and local,
(2) By target group, such as consumer advertising, Industrial advertising or trade
Advertising,
(3) By type of impact such as:
i) Primary demand or selective demand advertising and
(ii) Direct or indirect action advertising and
(iii) Institutional advertising
It is conceptually more interesting and analytically more important to classify advertising.
The basis of classification, however, can be diverse, as will be evident from below:


TYPES OF ADVERTISING


1. Geographical Spread: On the basis of geographical spread, advertising can be classified as
a. National,
b. Local and
c. Global.



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a. National Advertising: Some manufacturers may think that their target is, the entire
country. They select media with a countryside base. Generally large, established firms
belong to this category. Among them are Hindustan Lever, Brooke Bond, Larsen & Toubro,
Escorts, Associated Cement Companies.


b. Local Advertising: Small firms may like to restrict their business to State or regional level.
Some firms first localize their marketing efforts and once success has been achieved, they
spread out to wider horizons. A classic example is Nirma washing powder, which initially
was sold only in Gujarat and subsequently entered the other markets. Retail stores also
undertake local advertising. The area to be covered would generally be a city or a town and
media would be selected which principally relates to that area. If we discuss about the recent
years, several newspaper supplements have appeared which focus on a particular city and are
of direct relevance to its inhabitants like the Bombay Times and Metro. Sometimes large
firms may also go in for local advertising, e.g. when they undertake pre-testing of a product
especially consumer products in selected areas before embarking promotional campaign on a
national level.

c. Global Advertising: Multinational firms treat the world as their market. Firms such as
National IBM or Sony or Fordadvertise globally, e.g., in periodicals like Times, Readers
Digest.


2. Target Group: It is on the basis of target groups aimed at it can further be divided into sub
category as:

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a. Consumer Advertising
b. Industrial Advertising
c. Trade Advertising
d. Professional Adverting

a. Consumer Advertising: A very substantial portion of total advertising is directed to buyers
of consumer products who purchase them either for their own use or for their households.
The fact that buyers of consumer items are generally very large and are widely distributed
over a large geographical area enhances the importance of advertising as a marketing tool.
The preponderance of such advertising can be seen by looking into at random any general
print media, such as newspapers and magazines etc. These advertisements are intended to
promote sale of the advertised products by
appealing directly to the buyers/consumers. Such advertising is called consumer advertising.
Another name for this is brand advertising, which focuses on the development of a long-term
brand identity and image. It tries to develop a distinctive brand image for a product. White
Star Line developed a brand image of power, scientific wonder, and unparalleled luxury for
Titanic.


b. Industrial Advertising: Industrial advertising on the other hand refers to those
advertisements which are issued by the manufacturers/distributors to the buyers of industrial
products. This category would include machinery and equipment, industrial intermediates,
parts and components etc. Because of the unique characteristics of industrial buying decision

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process, the importance of industrial advertising is comparatively lower than that of
consumer advertising.

c. Trade Advertising: Advertisements, which are directed by the manufacturers to the
distribution channel members, such as wholesalers or retailers, are called trade advertising.
The objective of such advertising is to promote sales by motivating the distribution channel
members to stock more or to attract new retail outlets.

d. Professional Advertising: There are certain products for which the consumers themselves
are not responsible for the buying choice. The classic examples are pharmaceuticals where
the decision is made by doctors while the consumers are the patient. Almost similar situation
exists in the field of construction where architects, civil engineers and contractors are the
decision-makers. Firms operating in such market segments, therefore, have to direct their
advertising to these decision makers, who are professional people. Such advertising is called
professional advertising.

3. By Type of Impact: On the basis of impact, advertising can be primary advertising for
generic products such as tea, coffee, paints etc. These are unbranded products. At later stages,
these commodities are branded and specific brands are promoted. They are called selective
advertising. Direct action advertising expects immediate response from the buyers such as
soliciting orders through direct mail. Mostly advertising is indirect action advertising which
makes the consumers favorably inclined towards the product so that they can later on buy
these products in future. Institutional Advertising can be used 1:0 project a positive
corporate image for the company.


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Public Relations Advertising (PRA)

Organizations these days are concerned with the type of image they project they have to
communicate their objectives to the general public. They also have to Intake the public
understand what their activities are. Public relations, in short, try to build rapport with various
constituents of public such as employees, customers, local authorities, pressure groups,
vendors, customers, shareholders, government and public at large. Public relations
advertising help to maintain this relationship. Its main objective is to build a good corporate
image. It deals with issues rather than products and services. PR advertising is done by both
business and non-business organizations. It represents management and communicates its
policies, problems and performances to the public.
PR advertising generally precedes shares issues these days to create a favourable climate for
the investing public. Annual reports of the companies and the chairmans speech have the
potential of being good PR advertising provided they are excellently drafted.
Purposes of PR Advertising

1. It projects a favourable image of the company.
2. It generates goodwill for the business.
3. It maintains relationship with the trade and suppliers.
4. It bursts the myths surrounding the corporate activities.
5. It creates conducive climate for the investing public.
6. It wins the confidence of the employees.
7. It takes up social causes for promotion such as- dowry, female infanticide; cancer detection
etc. It thus renders community service. It seeks public support for certain causes.

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8. It is concerned with customer service and customer relationship management

Sub-categories of PR Advertising
PR advertising can be put into three categories:

1. Institutional or Corporate Advertising.
2. Public Service Advertising.
3. Political Advertising.

The basic purpose of institutional or corporate advertising is to create a favourable public
image of it. It emphasizes its name, rather than its products and services. Institutional
advertising may cover the following dimensions:

1. the institute may present its viewpoint about a national cause, say prevention of blindness
and the efforts it has taken to help this cause.
2. it may list its social contributions, or may emphasize its socially oriented policies.
3. It may also stress on the mission of the organization and, its philosophy.
4. It may speak about its R & D, p1ants, employee welfare schemes, market position.

The Institute can communicate through a single ad or a series of ads Institutional ads are
indirect in their approach, and do not intend to sell anything. It forcefully tells -how the
organisation is a socially responsible institution. It also tells about the nationalistic leanings
of the organization. Many companies are faceless entities. Institutional or corporate
advertising gives a face to the company.


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Public Service Advertising

Public Service Advertising (PSA) is also institutional advertising, which seeks to promote
important social issue. It is created to promote greater awareness of public causes. The
examples of such social issues, which have been promoted, are handicapped children and
their help, female foeticide, national integration, flood donation, AIDS etc. Public Service
Advertising is also known by various other names such as Public Awareness Advertising,
Social Service Advertising and Social Awareness.


Political Advertising

As most of the political advertising is directed to public, it comes under the category of
public relations advertising. Political advertising is created either by political parties or
candidates. Mostly we come across such advertising at the time of elections. Election
advertising either lists the achievements of the party of candidate or propagates their
ideological basis. Sometimes, they are provocative too. Such advertising may become
comparative, where the weaknesses of the opposition are highlighted to show their party or
candidate in favourable light.

Financial Advertising

When public limited companies invite the general public to subscribe to the share capital of
the company, it is called financial advertising. In a broader sense, it includes all advertising

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by financial industry such as banks, car loan companies, insurance companies, non-banking
financial companies etc. It also includes image building corporate advertising prior to an
issue or-otherwise. The copy of financial ad gives highlights of the project, details of the
issue, crisis rating, managements perception of the risk factors, closing date of the issue, lead
managers name and address, promoters name and address, name of the company and its
address. Apart from these routine things the investing public is motivated to invest by
suitable copy matter - a slogan, a promise of returns, profile of the product etc.
The media used for financial advertising are mainly the
print media, especially the press and to some extent magazines. Mega-issues are promoted
even on TV. Issue advertisements are also put on hoardings. Financial advertising motivates
the public to invest, educate the public on various aspects of the issue, works in favour of the
brokers/underwriters, and builds a good corporate image. Financial advertising still remains
prosaic. In order to be successful, it should become more imaginative and distinctive.

Directory Advertising

Another type of advertising is called directory because people refer to it to find out how to
buy a product or service. The best known form of directory advertising is the Yellow Pages,
although many different kinds of directories perform the same function.
Direct-Response Advertising

Direct-response advertising can use any advertising medium, including direct mail, but the
message is different from that of national and retail advertising in that it tries to stimulate a
sale directly. The consumer can respond by telephone or mail, and the product is delivered
directly to the consumer by mail or some other carrier.

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Business-to-Business Advertising

Business-to-business advertising includes messages directed at retailers, wholesalers, and
distributors, as well as industrial purchasers and professionals such as lawyers and
physicians. Advertisers-place most business advertising in business publications or
professional journals.




Institutional Advertising

Institutional advertising is also called corporate advertising. These messages focus on
establishing a corporate identity or winning the public to the organizations point of view.


Interactive Advertising

Interactive advertising is delivered to individual consumers who have access to a computer
and the Internet. Advertisements are delivered via Web pages, banner ads, and so forth. In
this instance, the consumer can respond to the ad, modify it, expand it, or ignore it. We see,
the, that there isnt just one kind of advertising. In fact, advertising is a age and varied
industry. All types of advertising demand creative, original messages that are strategically

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sound and well executed. In upcoming chapters, we discuss each type of advertising in more
depth.

The six types of Advertising are:

1) Company Image- Which is more important, the company or its products or
individuals? In a small town or market, this can be a very important question. For
example, your insurance agent might be a personal friend. You will buy your
insurance from him/her regardless of the company they represent. In another example,
you may purchase a lot of goods at your local Wal-Mart, instead of local merchants,
because of their low-price advertising message. If you are a new company you may
want to begin by establishing the company name first and the products and services
later. This also works for company name changes. In the 1980s I worked with a
video chain in San Diego, California called Video Library. Our advertising strategy
was to promote the company name rather than promote the movies we rented. We
placed small box ads (about 1.05"x 1.5") throughout the San Diego daily paper that
simply said, Video Library - xx Locations We started in 1980 with four stores and
by 1985 we had 43. Video Library was the most recognized name in video in San
Diego at that time.

2) Name Brands-If there is one company in operation today that understands the
importance of brand names, it has to be Procter and Gamble. Tide laundry
detergent is far and away a number one best seller and has been for several years.
When the dishwasher appeared on the scene they could have very easily created Tide
For Dishes. Capitalizing on a winning product name. But as we all know, that

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thinking doesnt work. Instead of using the established name Tide, they created a
new name that became just as strong in dish washing, Cascade . Ivory Soap.
When you hear the name alone, you know the product. Kraft, on the other hand, has
a bunch of products, but only one true winner. Philadelphia Cream. A man strolls
down a beach, "
Zindagi naam hai zindagi ko aasaan bane ka."
Cut to a house, a man addresses the members, "I am Ajay Sharma from ICICI. Ma'am your
home loan has been sanctioned."Amitabh Bacchan turns to face the camera,
"Bas. Ek bharosemand saathi hona chahiye."
MVO: "Saathi jo zindagi ko aasan
Advertising a Service Instead of a Product

Advertising services is one of the most difficult types of advertising. You dont have a
tangible product you can put in someones hand. They cant touch it, feel it, see it or smell it.
It must often be explained as well as demonstrated. One of the best examples of service
advertising is carpet cleaners. They come in, run some machinery over your carpets and
leave. Nothing tangible is left behind. Except clean carpets. Service advertising is most often
emotional advertising. Carpet cleaners dont sell clean carpets. They sell health to the infant
crawling on the floor. They sell pride that people can visit a beautiful clean home.

3) Business to Business Advertising- Many businesses never have the need to deal with
the public at all. For these businesses, advertising in the newspaper, radio or TV
would be a waste of time and money. You will find these companies using direct mail
or placing ads in trade magazines. For a complete listing of trade magazines ask for
the Encyclopaedia or Periodicals at your local library. Also ask to see the Standard

30

Rates and Data Service directory. These will have listings and rates of trade and
industry publications you can advertise in.

4) Co-Op Advertising-Co-Op advertising in one of the best ways for the small business
owner to get the message out. In this type of advertising the manufacturer absorbs a
portion of the cost and can also supply all the artwork for the ads. There are some
pitfalls to be careful of when dealing with co-op advertising. Every company wants
their business portrayed in the best possible light. To that end, they will be very strict
about how and where you place your advertising. Before the ok the coop money, they
will want to approve all ad copy, pictures, size, placement and use of logos. If you
place an ad without approval you run the risk of violating one of the guidelines and
absorbing the entire cost of the ad. The media you choose will want payment for the
ad within a month at the most. You may not receive your co-op money for several
months. Make sure you get reimbursement procedures in writing and can live with
them. An alternative to teaming up with a manufacturer is to team up with another
local business. You can share production costs for brochures or other printed
materials and put each others coupons in your respective businesses. Pizza parlours
and video stores are naturals to work together.

5) Public Service Advertising (PSAs)-If your company can sponsor a charity event,
PSAs are a great way to promote your company in a positive light. Most media are
required by licensing agreements to provide a certain amount of time or space for the
good of their local communities. Some of the downsides of PSAs. Dont expect to
see your ad on er or some other prime time show. PSAs are often placed in off
times. I dont want to paint everyone with a broad brush here. Some media are better

31

than others. Just because you request a PSA, doesnt mean youll get it. Media has a
limited amount of space or time for PSAs. You might get a break if you are currently
advertising in the media of choice. It might also help if your organization buys a small
amount of time or space to run with your PSAs.

What Advertisements do...
Create unrealistic norms- Most ads have the same situations in them over and over again. We
see the ads with the two boys playing with the cars, trucks, and action figures. We see the ads
with the little girls quietly playing with a friend with their dolls. We see cars driving fast
racing around town. We see the soccer mom picking up the gang from soccer practice in her
new mini-van. All of these ads create norms for the kids seeing them. But life isnt about
soccer moms and dolls for a huge chunk of the population. These ads give kids unrealistic
norms for what life is. In almost no ads do we see not at least upper-middle class people in
nice safe neighbourhoods. Ads create these norms that arent really the norm.
Create Stereotypes- In advertising children often see the same images or situations repeated
over and over again this creates stereotypes. Often commercials show African Americans as
sports and music stars, women as sex symbols, men as serious business people, and
everybody as either the middle or upper class (The Culture of Commercialism: A Critique
28). As children get older these affects tend to get worse. Teenage boys tend to have sexist
views that come from advertising (Gunter and Furnham 30). In looking at the average
magazine there are tons of ads portraying women as objects. What needs to be done is to
discuss how women are used to sell products. This is a widespread issue that goes overseas
and back home to us in America. Women sell, sex sells, and women are used to sell sex. Is
there a way to avoid this? What are the affects that we as an economic society would face?
Non-sex selling ads are very hard to make for products like clothes, perfume, and many other
things that women are a staple in selling. Society needs to weigh the pros and cons of kids
being exposed to these images and see what it impact it would have on the economic world in
America. Part of the reason for this also is that advertisers are marketing more grown up
products to a younger age group. There have been reports of marketing padded push-up bras
and high-heeled shoes to very young kids. This changes how they view sexuality from a
young age.

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A stereotyping company is MTV. MTV is available in 400 million plus homes in 166
countries around the world (Haig 53). This might just seem like a statistic but the real impact
is much deeper. Music stars affect kids opinions and what they buy. This is proven by the fact
that fast food restaurants such as McDonalds have paid music stars to put in lines about Big
Macs (Childhood For Sale) MTV has five different channels that appeal to different age,
social, demographic, and other groups creating a wide audience that they can affect (Haig
53). MTV also has such a high rate of product placement many of their programs flow
together as advertisements. This is a problem because one key characteristic of ads is that the
viewer must be able to tell the difference between an ad and the actual programming. Most
likely how they get past this is that the audience who they claim is a higher age than who in
reality actually watches their programming.
Another issue that many people see with MTV is how women and sex are portrayed.
Most music videos that MTV plays, when they do actually play music feature half-naked
women dancing around rap stars. MTV plays music videos and have programming which is
not actually suitable for younger teens, which is a main age group of viewers. MTV also uses
techniques to be that ever-changing trend-setting channel. MTV has many sub-channels that
appeal to different audiences so that they can target all teens at once while still claiming to be
different on each of these channels. All of these sub-channels use basically the same tactics to
sell their products.
Spend billions of dollars shaping where children spend their money- In America where 80%
of all kids watch TV after school (Linn 131) it might be obvious that television and
advertising play a big role in our childrens lives. During these after-school hours kids rack
up their average 1,150 hours of TV each year. Within these 1,150 hours of television 1 in 5
minutes is advertising (Evra 133). This time is mostly unsupervised and kids arent
necessarily watching age-appropriate material. But exactly how big is advertisings role? The
short answer is big. Advertisers admit that 50% of all advertising is wasted (Propaganda), but
since they cant identify which exactly 50% of the ads are wasted and ineffective for selling
their product our TVs and radios are flooded with advertisements. They clearly are doing a
good job of advertising because the American market today is so heavily dictated by kids
disposable incomes. These disposable incomes are spent on everything from CDs to clothing
to toys. For the most part kids have nothing that they need to buy so it is essentially all money
that is going to go from the kids' pockets over into the economy. While this is a

33

generalization there are kids who spend their pocket money (babysitting, allowance, etc) on
staples.
Evidence
I found an extraordinary amount of sources that clearly stated facts saying that alcohol
and tobacco ads affect decisions underage youth make surrounding these things. Along with
this I found many sources talking about the affects that ads have on childrens self esteems
but the most surprising opinion I found was one source that clearly stated that advertisements
relating to tobacco and alcohol do not directly correlate to underage use. This source also
continued to talk about how ads for junk food do directly show correlations between the
amount of TV ads for these foods and the rate of childhood obesity in the area (Childhood for
Sale). This information caused me to wonder what the difference between tobacco/alcohol
ads and junk food ads is. If one affects kids so much why do the alcohol and tobacco ads not
affect kids as much? The major difference I found was who the ad is aimed at. This makes
me reconsider what we assume, that ads for tobacco and alcohol are aimed at children.
Taking this into consideration ads that specifically aim themselves at kids are going to affect
them much more. One of the specific qualities that an ad must hold is that its viewers must be
able to recognize that it is and ad and they must be able to tell who the seller is. This may
seem to make it so that children are protected but that is not necessarily correct. One issue we
see is that children as young as eight have been tested and proved to know who Ronald
McDonald are. This further shows that children of this young age may understand and know
what the product is but they still might not be able to make educated decisions about what
they are seeing.
These figures are based off middle class kids.


IMPACT OF ADVERTISEMENTS
If kids arent aware of persuasion in advertising it plays a much bigger role in their lives
(Gunter and Furnham119). Kids are affected by what they see, no matter how much they
have the Im not affected by this mentality advertisers hit us on such a basic human level
that that is not true. Giving kids the tools to be media literate is probably the best thing that

34

parents can do. Another factor is how well kids are aware of what the ad is trying to get them
to do- ask for the product.
The impacts of advertising range from low self-esteem, poor self-image, unrealistic
expectations, and overall discontent with the world. Low self-esteem is a product of TV
shows and commercials that show unrealistic expectations for young girls. This correlates
with self-esteem issues because of how women and men are put into stereotypes and shown
to kids. If a child grows up seeing nothing but stick thin women and sex selling ads then they
will consider this a norm, especially if parents arent discussing these issues with them. What
kids see on TV isnt reality but unless this is made very clear then programming and
commercials will run together.
For girls these unrealistic expectations that are created from these ads as young girls
end up impacting the rest of their lives. Many advertisements in magazines and on TV have
been digitally altered in some way to become even more perfect (Frith and Mueller 35).
While it doesnt seem like all the ads for girls toys could affect their lives how the girl grows
up viewing other girls on TV is going to affect what she feels her role is. From a young age
kids are put into these categories of what role they are supposed to have. Starting with when
they are young they need to be shown that they dont necessarily have to fit into these
categories.
A big factor in the ads success with the child is how old the child is (Gunter and
Furnham 111). If a child is older they will better be able to think about the ad, they will use
their knowledge that everything they see on TV isnt necessarily true and it will click better
in their minds that the ad might not be true. If a child simply ignores the ads and what it is
trying to get them to do the ad will affect them more than a kid who questions the ads
motives and thinks about what the ad is really saying. Many kids when they realize what
these ads are trying to get them to do block them out but this doesnt really help because
they are still being affected (Gunter and Furnham 120). That is why having conversations
about the ads and what the ad is trying to say is very important. But at what age is it too late?
Many advertisers get kids hooked on brands even before parents normally would think it was
an issue. Most kids have opinions about certain stores before they get into grade school
(Gunter and Furnham 49). This starts them on a path where they already have brand
preferences and are willing to stand up for their brands. Brands create ads that the kid will
identify with and therefore the kid is emotionally attached to the ad. Another important factor

35

is the kids who get up and leave the room during commercial breaks a study found that 20-
33% of people leave the room during commercial breaks and only 31% pay full attention to
the TV (Tellis 31). This shows how important it is for a child to realize the difference
between advertising and programming. If a kid cannot tell the difference between the ad and
the program even if they want to not see the ad they wont know that they should get up and
leave.
Kids as a whole want to fit in, and the right brands help kids do this. Therefore,
advertising in schools is probably the most effective advertising. Advertising in the schools is
effective because then all of the kids are seeing the same ads then slowly everybody will be
buying the same thing. Kids are all together, getting fed the same ads and are all going to go
and buy the same products. Advertisings affect on kids is bad because it gives them
unreasonable expectations (Gunter and Furnham 111). Kids are affected by their peers,
therefore, if the captain of the football team is wearing some kind of clothes then suddenly
this brand will become appealing to other students who look up to this football player. In fact
some department stores used to give the popular kids at high schools free clothes at the
beginning of each school year to wear because this then would bring other customers into
their stores.
Teenagers as a whole care too much about image and wont buy or act a certain way
if it doesnt fit in with this image that is created by advertisements (Haig 151). This allows
the ad to have control over the teenager and their emotions. The ad creates the image that the
teenager wishes to represent and sells a product through it. Once the cool person has been
linked to the product the product sells. As soon as this cool person has validated the product
then the need for the product becomes so much stronger they need the product a lot more, it
will help their life so much more.
Advertising is affective because it plays on humans natural guilt, need for social
recognition, and our desire to be normal. (G 536) Guilt makes the child believe that what
they are doing is wrong and without this product they arent doing the right thing. This is a
norm for advertising, but how do advertisers know what will appeal to us as consumers?
Advertising impacts children

36

Advertising gives kids unrealistic expectations and creates unrealistic ideas. It uses products
to tell kids thing about their lives. So what is actually being advertised to children? Following
a chart of the last 50 years we can see what is being advertised the most to children:

1950 1970 1990
Toys 8.3 18.1 17
Cereals 23.3 24.8 31.2
Candy/ Snacks 21.7 28.8 32.4
Fast Food 0 10.4 8.7
Other 46.7 14.3 11.4






37

TELEVISION
INTRODUCTION
Television is the leading advertising medium among national advertisers. In recent years, it
has become a tremendously diversified vehicle. In many respects, television is moving from a
mass medium to a niche medium with characteristics common to radio and magazines. The
level of network dominance enjoyed in its early years is now part of TV history. the viewer,
through VCRs and multiple program alternatives, is in increasingly taking control of the
medium. Introduction of two-way TV communication will speed up the process of viewer
control dramatically.


ADVANTAGES OF TELEVISION
a). Creative and impact
Perhaps the greatest advantage of television is the opportunity it provides for presenting the
advertising message. The interaction of sight and sound offers tremendous creative.
Flexibility and makes possible dramatic, lifelike representations of products and services. TV
commercial can be used to convey a mood or image for a brand as well as to develop
emotional or entertaining appeals that help make a dull product appear interesting. eg: This is
very well utilized in advertisements like Nescafe.
b). Coverage and cost effectiveness
Television advertising also makes it possible to reach large audiences. Nearly everyone,
regardless if age, sex income, or educational level, watches at least some TV. Most people do
so on a regular basis.
Because of its ability to reach large audience in a cost efficient manner, TV is a popular
medium among companies selling mass consumption products. Companies with widespread
distribution and availability of their products and services use TV to reach the mass
market and deliver their advertising messages at a very low cost per thousand.
c). Capacity and attention
Television is basically intrusive in that commercials impose themselves on viewers as they
watch their favorite programs. Unless we make a special effort to avoid commercials, most of
us are exposed to thousands of them each year.
d). Selectivity and Flexibility

38

Television has often been criticized for being a nonselective medium, since it is difficult to
reach a precisely defined market segment through the use of TV advertising. But some
selectivity is possible due to variations in the composition of audiences as a result of program
content, broadcast time, and geographic coverage.

LIMITATIONS OF TELEVISION
Although television is unsurpassed from a creative perspective, the medium has several
disadvantages that limit or preclude its use by many advertisers. Their problems include high
costs, the lack of selectivity, the fleeting nature of a television message, commercial clutter,
limited viewed attention, and distrust of TV ads.
a). Costs
Despite the efficiency of TV in reaching large audiences, it is an expensive medium in which
to advertise. The high cost of TV stems not only from the expense of buying airtime but also
from the costs of producing a quality commercial.
b). Lack of selectivity
Some selectivity is available in television through variations in programs and cable TV. But
advertisers who are seeking a very specific, often small, target audience find the coverage of
TV often extend beyond their market, reducing its cost effectiveness.
c). Fleeting message
TV commercials usually last only 30 seconds or less and leave nothing tangible for the
viewer to examine or consider. Commercials have become shorter and shorter as the demand
for a limited amount of broadcast time has intensified and advertises try to get more
impressions from their media budgets.
d). Clutter
The problems of fleeting messages and shorter commercials are compounded by the fact that
the advertisers message is only one of many sports and other no programming materials seen
during a commercial break, so it may have trouble being noticed. One of the greatest
concerns advertisers have expressed recently with regard to TV advertising is the potential
decline in effectiveness because of such clutter. One cause of clutter is the use of shorter

39

commercials. Eg: During the highlighting of a hit movie like Sholay many ads are shown
continuously without leaving any impact on the consumer.
e). Limited viewer attention
When advertisers buy time on TV program, they are not purchasing guaranteed exposure but
rather the opportunity to communicate a message to the viewing audience.

MARKETING TV ADVERTISING
Prior to the proliferation of cable networks, super stations, independent stations, and local
cable access, TV salespeople did not sell time; they simply took orders. One of the most
significant effects of this new competitive environment is they way that television is sold in
concert with no other media. As the audience of all media become increasingly fragmented,
advertisers have come to realize that no single medium will reach all the potential prospects
and buyers of their products. Some consumers are heavy users of television while other may
read magazines as their primary window on the world. Still other media are directed toward
certain ethnic, age, or vocational segments.

THE RATING -POINT SYSTEM
Rating point (TV) : The percentage of TV households in a market a TV station reaches with a
programme. The percentage varies with the time of day. A station may have a 10 rating
between 6:00 and 6:30 P.M. and a 20 rating between 9:00 and 9:30. TV advertisers evaluate
the medium according to the delivery of certain target audiences.
The level of reach and/or frequency used by an advertiser depends on a number of factors:
A new product will normally require relatively high television frequency to build
awareness.
Likewise, a new campaign for an existing product, will normally emphasize frequency at
the outset, and then move into a reminder mode as the campaign becomes established.
High brand normally allows an advertiser to have lower frequency while increasing reach
to bring in new customers.
Products facing stiff competition or high level of competing advertising will use higher
level so frequency.

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Share of audience: The percentage of households using TV tuned to a particular programme.
Share of audience is often used to determine the success of a show.

BUYING TELEVISION TIME
A number of options are available to advertisers that choose to use TV as part of their media
mix. They can purchase time in a variety of programme formats that appeal to various types
and sizes of audiences. They can purchase time on a national, regional, or local basis. Or they
can sponsor an entire program, participate in the sponsorship, or use spot announcements
during or between programs. The purchase of TV advertising time is a highly specialized
phase of the advertising business, particularly for large companies spending huge sums of
money.

a. Network Advertising
A common way advertisers disseminate their messages is by purchasing air time from a
television network. A network assembles a seers of affiliated local TV stations, or affiliates,
to which it supplies programming and services. These affiliates, most of which are
independently owned, contractually agree to preempt time during specified hours for
programming provided by the networks and to carry the national advertising within the
programme. The networks share the advertising revenue they receive during these time
periods with the affiliates.
A major advantage of network advertising is the simplification of the purchase process. The
advertiser has to deal with only one party or media representative to air a commercial
nationwide. The network also offer the most popular programmes and generally control
prime - time programming.
b. Spot and Local Advertising
Spot advertising refers to commercials shown on local television stations, with time
negotiated and purchased directly from the individual stations. All no network advertising
done by a national advertiser is known as national spot advertising ; air time sold to local
firms such as retailers, restaurants, banks, and auto dealers is known as local advertising.
Local advertisers desire media whose coverage is limited to the geographic markets in which

41

they do business. This may be difficult to accomplish with TV, but many local businesses are
large enough to make efficient use of TV advertising.
Spot advertising offers the national advertiser greater flexibility in adjusting to local market
conditions. The advertiser can concentrate commercials in areas where market potential is the
greatest or where additional support is needed. This appeals to advertisers with uneven
distribution or limited advertising budgets, as well as those interested in test marketing or
introducing a product in limited market areas.
c). Syndication
Syndicated TV programming is one of the fastest growing of the industry and one that is very
popular with both advertisers and local nations. Syndication is the sale of programmes on a
station-by-station basis. Advertisers may also reach TV viewers by advertising on syndicated
programmes, which are shows that are sold or distributed to local stations.

METHODS OF BUYING TIME
In addition to deciding whether to use network versus spot advertising, advertisers must
decide whether to sponsor an entire program, participate in a program, or use sport
announcements between programs. Sponsorship of a program and participations are
available on either a network or a local market basis, whereas spot announcements are
available only from local stations.
a). Sponsorship
Under a sponsorship arrangement, an advertiser assumes responsibility for the production and
usually the content of the programme as well as the advertising that appears within it.
A company might choose to sponsor a programme for several reasons. Sponsorship allows
the firm to capitalize on the prestige of a high quality programme, enhancing the image of the
company and its products. A second reason is that the sponsor has control over the placement
and content of its commercials. Commercials can be of any length as long as the total amount
of commercial time does not exceed network or station regulations. Advertisers introducing a
new product line often sponsor a program and run commercials that are several minutes long
to introduce and explain the product. While these factors make sponsorship attractive to some
companies, the high costs of sole sponsorship limit this option to large firms.
b). Participations

42

Most advertisers either cannot afford the costs of sponsorship or want greater flexibility than
sole sponsorship permits. Participating advertisers have no financial responsibility for
production of the program; this is assumed by the network or individual station that sells and
controls the commercial time.
There are several advantages to participation. First, the advertiser has no long terms
commitment to a program, and expenditures can be adjusted to buy any number of
participation spots that fit within the budget. This is particularly important to small
advertisers with a limited budget.
The disadvantage of participations is that the advertiser has little control over the placement
of ads, and there may also be problems with availability. Preference is given to advertisers
willing to commit to numerous spots, and the firm trying to buy single spots in more than one
programme may find that time is unavailable in certain shows, especially during prime time.

c). Spot Announcement
Spot announcements are bought from the local stations and generally appear during time
periods adjacent to network programs (hence then term adjacencies), rather than within them.
Spot announcements are most often used by purely local advertisers but are also utilized by
companies with no work schedule (because of spotty or limited distribution) and by large
advertisers that make dual use of network and spot advertising.

SELECTING TIME PERIODS AND PROGRAMS
Another consideration in buying TV time is selecting the right period and programme for the
advertisers commercial messages. The cost of television advertising time varies depending
on the time of day and the particular programme, since audience size varies as a function of
these two factors. TV time periods are divided into departs, which are specific segments of
broadcast day. The time segments that make up the programming day vary from
station to station. The various departs are important to advertisers since they attract
different demographic groups.
CABLE TV

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Cable Network: Networks available only to cable subscribers. They are transmitted via
satellite to local cable operators from redistribution either as part of basic service or at an
extra cost charged to subscribers.
From its bumble beginnings as a method of importing broadcast signals into rural areas, cable
television has become a major sector of the industry.
The perhaps the most significant development in the broadcast media has been the expansion
of cable television. Cable subscribers pay a monthly fee for which they receive an average of
more than 30 channels, including the local network affiliates and independent stations,
various cable networks, super stations, and local cable system channels. Cable networks and
channels have a dual revenue stream; both subscriber fees and ad revenue support them.
Cable operators also offer programming that is not supported by commercial sponsorship and
is available only to households willing to pay a fee beyond the monthly subscription charge.

a). Various Channels
Star TV
Star TV is the 1st and only at par Asian sat. TV network between the stars reach nearly 54-
million household across 53 countries. Channel highlights prime sports, star TV dynamics
sports channel buying the best sports from around the globe with an emphasis on time
average.
CHANNEL V
Asias next generation of music arrived with a bang on 27th may 95 STAR TV created its
own popular music channels because it felt no western generated could speak for Asias
youth. As a result channel V is the only music video channel entirely sourced and produced
locally, the only service that reflect who and what Asias young people are.
BBC
Building on resources at one of the worlds largest news gathering operation BBC world
service TV has became a leading service of information with the region.
STAR PLUS
Star Plus the best in quality entertainment and Programs like KBC and Saas Bhi Kabhi Bahu
Thi made it a hit across India.

44

ZEE TV
ZEE TV in late December 1993 STAR TV acquired 49.9% equity of Asia Today Ltd.,
braodcaster of Indian highly popular entertainment channel. ZEE TV barely 4yrs. old with
innovation of fast paced programs. ZEE TV philosophy seen to meet just one need, the
demand of Indian viewer ZEE TV is now seen in more than 7 million cable homes in India at
83% had highest penetration of any channel within these homes. ZEE TVs programme
consistently dominate the top 10 program rating in India...
INDIA TV
A new entertainment channel from Star and ZEE TV was launched in Dec. 4/1994. Its
primary is to provide top grade entertainment to the family. INDIA TV is received on
southern beam of Asia SAT 1 and has a wide distribution in 40 countries. INDIA TV reviews
use to have specific broadcast timing 8-10 p.m. daily but now it is 24 hours.
BITV
It is a baby of business India group. It is basically a television software production house and
has exclusively right to produce and supply all software to International Communication
Network Private Ltd. (ICN), established in Nepal, TV between ICN and Nepal government. It
is a general entertainment channel which is broadcasting mostly in Hindi then English. The
channel caters primarily to the middle class.

BROADCASTER GALAXY
Considering the largest market presented by India as number to new broadcaster home come
up on the he horizon to share the pie in the sky.
Apart from STAR and ZEE. Now we have Jain TV, Atn, ESPN, SITI, and SONY. Making
their presence felt in the business. On the regional coverage front we have channel like SUN
TV, UDAY TV, ASIANET and many more. At present we have around 60 channels in the
sky and with big business house like MODI, Hindustan, HTV expected to join, the no. of
channels may reach 100 at the end of next year.
b). Advantages of Cable
Cable television has experienced tremendous growth as an advertising medium because it has
some important advantages. One of the primary advantages is selectivity. Cable subscribers

45

tend to be younger, more affluent, and better educated than nonsubscribers and have greater
purchasing power, Moreover; the specialized programming on the various cable net works
reaches very specific target markets. Many advertisers have turned to cable because of the
opportunities it offers for narrow casting, or reaching very specialized markets.
Advertisers are also interested in cable because of its low cost and flexibility. The low cost
of cable make it a very popular advertising medium among local advertisers. Retailers and
merchants such as car dealers, furniture stores, restaurants, and many others are switching
advertising spending from traditional media such as radio, newspapers, and even magazines
to take advantage of the low rates of local cable channels.
c). Limitations of Cable
While cable has become increasingly popular among national, regional, and local advertisers,
it still has a number of drawbacks. One major problem is that cable is overshadowed by the
major networks, as households with basic cable service still watch considerably more
network programming than cable shows. This stems from the fact that cable generally has
less desirable programming and poorer production quality than broadcast TV.
d). The future of Cable
Cable should continue to experience strong growth throughout the 90s as its audience share
increases and advertisers spend more money to reach cable viewers. However, the cable
industry faces a number of challenges over the next decade, such as competition from new
channels, continued fragmentation of the existing audience, and increased government
regulation. Advance in technology, such as video compression and fibre optics, will allow
cable system to offer more channels and thus subject existing cable channels to greater
competition.



ADVERTISING AND ITS EFFECTS ON PURCHASING DECISION-
Advertising works best when it creates insecurity about something, such as
appearance. A successful ad convinces the youth or our generation that they
have a problem that needs fixing, and then proposes to offer the solution, which

46

just happens to be the product they are selling. The message is that teens arent
good enough the way they are. Many teens unwittingly buy into that message,
and as a result, end up being hypercritical of themselves because we dont fit a
certain image that they believe is necessary for their happiness. There are
certain factors which affect the purchasing decision of the youth even after the
fact that advertising has on their lives. Such factors are:
Purchasing decision& services
Activities, interests and opinions
Value systems
Personality traits
Self conception
Attitude towards various product classes.
Todays youth are no different from that of the last 20 generations, they
want to have fun and enjoy life. Except youth culture has taken on a new
face in the 21st century and its being driven by a consciousness and
lifestyle. Rather there is an overlying consciousness that is leading young
people to think beyond or out of the way when it comes to brand and
products. Lifestyles reflect the attitudes and values of a person or group.
More than ever youth culture is creating its own values and attitudes
within a society that is staid. The underlying nature of the lifestyle is anti-
authority and unquestionably forward thinking. This is however not a
rebellion! Its an awakening because the youth today is more independent
when it comes to taking their purchase decision. Youth culture has had a
dramatic spin-off effect on product development in the areas of
technology, fashion, and music. The most striking effect though, has been
the effect of cultures and impact upon consumer trends in these
environments. Youth culture subverts the general process of mass
marketing by determining what is hip cool and trendy, turning the whole
market strategy and triangle upside down as they are easily driven and
change their minds when it comes to their brands and products. Rich
groups within youth culture have an incredible power to set a trend that
also influences thinking. The trend though quickly evolves once it catches
on consistently and dynamically setting the pace for others to follow
thus a new style and trend sets in the market.


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FACTORS AFFECTING THE PURCHASING POWER
AND CHOICE

SOCIAL MEDIA: Social media is one of the biggest factors
that effect the purchase of brands by todays youth. For instance,
we've heard a lot about social media marketing of late. Brands have
learned the importance of transparency, relevance and shared
conversation versus traditional push approaches. Young people are
big users of social media - 97% use Facebook and 45% are on
Twitter. So advertisers are making full use of social media and to
sell their products. However, the drawbacks is that the youth is not
able to understand what do they actually want from the brand and
these media platforms.

MASS MEDIA: In the recent years, the prevalence of mass
media has been unavoidable. All over the world, youths have
access to mass media through their smartphones, television sets
and computers. In such a media-driven world, it is no surprise that
mass media has come to play a substantial role in the attitudes and
mindsets of youth. To a large extent, mass media does have the
power to influence youth too much nowadays as seen through
increasing consumerism, commercialised perceptions of beauty and
loss of individuality. However, it is also true that the youth are not
completely controlled by mass media as seen through innovative
thinking and creativity in young people.
The medias influence on youth is seen through increasing consumerism
in youths. Everyday of our lives, we are exposed with advertisements
through every form of mass media possible. Slogans like Just Do It and
Finger Lickin Good become ingrained in our minds through clever
advertising gimmicks aimed at the youth demographic. It becomes almost
impossible for youths to resist the pull of the shiny new products that are
ardently promoted by various industries. For example, it would be hard to
find a youth who does not own an Apple product. The companys
worldwide success in appealing to the youth is due to its tactful
advertising aimed at a youthful audience through the use of relevant and
contemporary themes and ideas. Such advertising blurs the line between
necessity and indulgence, easing youth into buying everything that the

48

media sells them. Hence, strategic advertising through mass media has
very much influenced youth as seen through their materialism and
overconsumption of goods.
The youth market is a hugely influential consumer group, but probably the most
challenging target audience. The so-called Generation X
They are early adopters of technology and interact with it in a totally instinctive
way. No previous generation has had access to such a large and diverse array of
technologies - not only providing a multitude of entertainment options but also
streamlining their daily activities - from their school work to their social lives.
Understanding how the Youth interact with technology is vital, because they
will spearhead its future usage. By working with them, listening to their views
and learning from them, we can gain insights into how technologies can be
developed to meet their future needs.
BRAND LOYALTY: Brand loyalty is another factor which affects
the purchasing power and choice especially among youth. Brand loyalty
can be defined as being committed to a specific brand or product since a
very long time. Loyalty also comes with category. Some categories need
more improvement wheras other brands need to work on building a better
image in the market. For youth loyalty to favorite foods lingers, but, at
least for girls, clothing is a chance to change things up. But while teens
are ready to or are willing to try new styles, and with that, experiment
with new brands, they also seek stand bys or the brands which they have
been using that can serve as filters. With so many options, and teens so
concerned with avoiding missteps, retailers and brands that serve as safe
symbols provide teens with the net they need when theyre tip-toeing into
new fashion territory. For teens, brand loyalty matters less, as teens are
constantly on the look-out for that new and undiscovered item that fits
brand me not that they can fit into. Loyalty is worth nurturing among
the youth market, but it cant be left to develop on its own. Youth respect
brand integrity, but expect brand evolution at the same time. And finally,
figuring out the right strategy for your brand requires a little resistance:
beware of simple formulas for creating loyalty with youth, and instead,
take the time to look and listen to how theyre living and changing with
your brand in the real world.
EMOTIONS, TECHNOLOGY AND MEDIA-

49


Teenagers and young people can be targeted through their emotions and
advertisements are the source that can not only affect the emotions but also
convey the concealed messages. Therefore advertisements can be termed as
major medium of influencing the brand choice of teenagers as they are present
everywhere affecting the daily lives of people placing themselves as one of the
most noticeable mean of companies marketing strategy. Youngsters nowadays
are grave users of media; they get influence by different means of advertising
however they choose these media according to their personalities and communal
needs thus the advertising mediums to target these young people are selected on
the basis of each mediums benefits and limitations .For instance television
advertisements increase youngsters interaction regarding their consumption
with their parents as they can discuss it more with them and decrease the peer
effect as they get more interacted with the parents while watching television at
home.
Person get affected by advertisement during every phase of life but advertising
is very important during the adolescent periods of consumer because the
consumer advertising attitude and credibility are formed during this time period
Advertisements can play a very vital role in brand choice of youngsters
especially females as they fancy themselves at place of different models in the
advertisements and shape their buying behaviours accordingly.

BRAND IMAGE: Brand image to a much extent is involved in brand
choice making of youngsters. It is the defining term for brand as perceive
by the consumers same as the persons are perceived in terms of their
personalities in mind of others. If the companies are successful in
creating a positive brand image in minds of consumers, brand loyalty of
the consumer would be increased and thus their brand choice would be
affected.

BRAND QUALITY: Since the youth today can spend money on
expensive items and are independent to take their own decision then in
that case Brand Quality becomes a major factor and it can be affected
from things like the place from where it has been purchased that means

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that point of sales does affect the brand quality perception and ultimately
the brand choice.

INCREASING BUYING POWER:
The amount of money available to teenagers today is much more than what was
available a decade or so ago. Today, the population of teenagers is shrinking
whereas the population in the age group 20-49 is rapidly increasing. This means
that there will be fewer teenagers per adult in the age group 20-49 years. This
translates into a direct increase in the amount of money available to a teenager.
Teenagers are also increasingly open to taking up short term project and
summer projects. This provides them with additional sources of income, which
again translates into extra spending.

INCREASING PESTER POWER:
The teenagers today are quite vocal about what they like and dislike what they
want and dont want. The 80s were marked by the teenager accepting, to a very
large extent, the final decision made by the parents. However, today, they not
only speak their mind, but increasingly adopt pressure tactics to get things their
way. This is what is meant by pester power. Pester power is one of the
powerful considerations that a marketers need to understand and leverage.
Teenagers are not unknown to putting pressure on their parents through constant
reminders, even to the extent of irritating or pestering them. This pester power,
usually, does not take into consideration what could be possible constraints on
the part of parents. It may sometimes even take the shape of so what if you did
it for me type of attitude.

FAMILY BEHAVIOUR AND BUYING PATTERNS:

Since youngsters are independent to take their purchasing decisions but they are
being influenced by the family members and their buying patterns. Family has a
very strong impact on youth and their choice of brands because its the

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upbringing that makes a very big difference to the products we use, how we
react to the advertisements. Family members buying behavior can be imitated
by the younger ones in the family where it is not usually necessary that the
influencer is the expert of the product to be bought by the consumer . As in
most of cases the young adults and the teenagers depend financially on their
parents, the younger people usually consider the role of their family members if
the products are high price and if any social risk is involved. However the
extent to which a family can exert pressure regarding the youngsters purchase
decision depends on how concerned is the person in the product or brand to be
bought.


PEER PRESSURE-

It is a very evident fact when it comes to youth that friends or perrs
become the significant source of information regarding brand when
teensreach their adolescence or among the youth .Peers can therefore
influence the brand choice of the teenagers and youngsters. They might
want to go for the brands that are suggested by the friends or they might go
for different brands in order to differentiate themselves from others so that
they can indicate their social identity .Thus these kind of reference and
peer groups are used by the advertisers in order to motivate the consumers
to go for the particular brand and products.

BRAND PRICE-

Brand price is another factor which when seen in detail is a major force which
drives or compels not only youth but even other consumers when it comes to
buying a product. Brand Price plays an important role among youngsters they
get influence by other factors like amount of money available that will make
it feasible for them to go for a particular brand.

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BRANDS AND YOUTH

"Comparing the marketing of today with the marketing of yesteryear is like
comparing a gun to a smart bomb; it's enhanced by technology, and brought to
us by billion of dollar "In the new millennium, marketing executives are
positioning their brands into the fabric of children's lives. They want--to use
industry terms--'cradle to grave' brand loyalty and to 'own' children."
By the time children reach their teens, a developmental stage when they're
naturally insecure and searching for a personal identity, they've been taught that
material possessions are what matter. Advertisers understand the youth's desire
to be "cool," and manipulate it to sell their products."Teens want to identify
with their peer group and in a certain sense, that is a vulnerability. Indeed, teens
and youth, , are attracted to the prestige they believe brand-name clothing
provides them, attraction to prestige brands develops in adolescent years
because it's a time when peer pressure and fitting in are very important, she
notes.
The problem is that marketers manipulate that attraction, encouraging teens to
use materialistic values to define who they are and aren't. In doing that,
marketers distort the organic process of developing an identity by hooking self-
value to brands. "In the world or building a career out of an interest," he
explains.
And even when good bubbles up, or creativity flourishes on its own, it's likely
to be co-opted by advertisers looking to keep up with trends among teens. For
example, advertisers use hip-hop culture to sell products such as Sprite, and the
emergence of extreme sports coincided with the branding of associated products
such as skateboarding.
Identity-oriented branding also encourages disapproval of anything different, be
it a different generation, different cultural group or different school clique, says
Linn. The way advertising separates kids from their parents is particularly
insidious. Essentially, advertisers encourage rejection of the older generation's
preferences to the point of trying to create an official statement about what is
cool for teenagers.

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BRANDING
Branding is an important tool to create brand consciousness within the target
audience. However, branding is more than creating an awareness of a particular
brand. In order to appeal to teenagers, the brand name should be able to trigger
a series of expectations not only about the product, its quality, ease of use, etc.,
but also about what the products stands for in the mind of the teenager.
Branding, therefore not only represents the company or product, but also its
cool image to the teenagers. To tap this teenage market, a marketer needs to
adapt to the rapid changes in a way that sets the brand apart from the rest of the
competition.
Teenage Customers-
Todays teenage customers have emerged as big-time spenders, who not only
have a good amount of pocket money but also know how to supplement the
same by means of internships, summer jobs, part-time jobs. This coupled with
an increased awareness of all things (thanks mainly to internet) and a voice
which speaks out what they want, makes this segment a most desirable one from
the marketers point of view.
Teens as Influencers:
The teenagers therefore, become a lucrative market because of certain
characteristics which are not to be found in any other target segment. These can
be classified as:
Search for an identity
Improved cognitive power
Changing sexuality
Growing importance of self-esteem
Higher mobility
Gender differences
Increasing need for independence

54

Increasing buying power
Increasing pester power.
Search for an identity:


The age group of 13-19 years is a group searching for its identity. They are no
longer content being somebodys son/daughter, but want to be recognized for
what they are. They are very open to experimentation and trying to figure out
what works for them. In this process of experimentation, finding acceptance
from their peer group is critical factor in creating their identity.
This experimentation and acceptance may not just be limited to complex
thinking process but also includes group activities. The group activities may
take the form of just hanging out together or may even manifest itself in the
form of physical activity, like organized sports.
This stage also poses questions in their minds like who am I? This is not very
easy to deal with or answer and can create a intricate chain of thoughts, which
could be as complex in nature, as the question itself.

Improved Cognitive Power-

Youths go through two phases in building and honing their cognitive powers.
The stage between 13-15 years is marked by the development of their abstract
thinking abilities. The need to use abstract thinking to solve complex puzzles/
problems appeals to them and helps them in further building their identity. The
next stage, between 16-19 years is marked by more remarkable changes in their
ways of thinking and analyzing data. By this time, the brain is almost fully
developed. This brings in the ability to empathize, to control impulsive reaction
and meta cognition. The earlier capabilities of abstract thinking now become
full-fledged ability to reason and reflect.


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CHANGING SEXUALITY-

One of the most important and radical change that takes place in a teenager, is
the hormonal change resulting in changing sexuality. Again, the early teens
stage is marked by rapid and sometimes un-nerving changes taking place in the
hormonal levels. This creates an imbalance, which the teenager is not geared to
handle. The hormonal balance is at best an unsteady one and may change
radically, over short periods. The last teens is marked by a
settling down of the changes in the hormonal levels and the teenager being able
to better understand and control the change that has taken place. This brings in a
certain amount of maturity in their sexuality, where they are fairly comfortable
with the biological, psychological and physiological change.

GENDER DIFFERENCES-

Gender is also a major differentiator in the amount spent and the pattern of
spending. It was found on comparing the typical spending by a teenage
customer, that females spent almost 22% more than males. It was also found in
the same research that the items rated at top three were very
different amongst male and female teenage customers. As among youth when it
comes to males it is seen that they are more inclined towards gadgets, music and
apparels whereas womens are more towards apparels, fashion accessories and
food.

WAYS BY ADVERTISORS TO ATTRACT YOUTH

Perceived Quality:
The teenage customer with his cognitive powers and deductive logic is quite
capable of understanding when the marketer is trying to create hype around the

56

product which is not supported by quality. Hence, in creating brand equity it
would be worthwhile to under promise and over deliver. The other factor that
the marketer should bear in mind is that the quality should be maintained or
improved over a period of time. Most marketers take quality for granted, once
reasonable brand equity has been established. This is a dangerous route to self
destruction.

BRAND ASSOCIATION:

The brand should be built around what appeals to the teenage customer, like
cool, in things to do, in place to hang out, etc. The brand association must
also be able to give some kind of value addition to the self esteem of the teenage
customer.

PRODUCT INNOVATION:

Since the brand loyalty of teenage customers is known to be short lived also
fickle, it is crucial that the marketer understands that constant product
innovation is the blood line of brand building.

ICONIC STATUS:

The teenage customer relates far more easily to an icon . the icon thus becomes
a base-line for the teenage customer to base his/her decisions. However, it is
also important to realize that the icon must be current with the needs and
aspirations of the teenagers and must be closely related to the
product that it being branded. A soft drink having a aiswarya rai as a brand is
likely to benefit from her iconic status, but the same person will fail miserably if
the product that is being branded is real estate. The above suggestions would

57

definitely help the marketer to successfully brand the product to the teenage
customer. Yet, despite the best efforts and strategies of marketers, the
teenage customer will always remain one of the most challenging markets to
penetrate.

IMPORTANCE OF YOUTH AND TEEN MARKETING

Youth market has the most power to make or break brands. No other generation
has ever been confronted with a greater opportunity to reshape marketing. Three
major factors affecting the way this group acts. The first is technology. Teens
do not see technology as an innovation; instead, it is considered fundamentally
an extension of their consciousness. While
marketers may taut innovation, teens see it as a mere fact of life. The second
factor is the economy. The middle class is shrinking and teens recognize only
two groups: the affluent and the poor. They perceive no middle between theses
extremes. The third factor is aging. Since this generation may see people live to
be 150 years old, they have no sense of the age-related process of growing up.
In an ageless world, it's hard to know when growing up begins and when being
a child really stops. Freedom is at the core of the teen belief system. They want
the freedom to go wherever they want and to be whoever they want to be. They
challenge old environments, such as that of the workplace. They collectively
formulate ideas about the world and believe in only what they agree upon. They
value the freedom to build their own sense of style, often influenced by the
entertainment industry. The era of passive consumerism is over. Only 25
percent of teens are considered passive consumers. This generation is
opinionated and takes action. They have been trained as shoppers since their
early childhood and influence billions of dollars in spending.

It is this segment or class of target audience which makes marketing not only
for companies but also for advertisers very important and as the most dynamic
and ever so changing market is the youth. The youth is not driven by older set

58

of values or beliefs it is influenced by family but not to a limit where in their
own ideas or decisions related to purchasing a particular brand gets hampered.
With these changes in mind, effective marketing requires brands to demonstrate
authenticity, be bold (make a statement that offers them something new),
connect consistent, build relationships over time and learn to speak in
the youths way.

NEGATIVE IMPACT OF BRANDING
It is seen that for advertisors on the other hand, selling to children is simply
business as usual.The average young person views more than 3000 ads per
day on television (TV), on the Internet, on billboards, and in
magazines. Increasingly, advertisers are targeting younger and younger children
in an effort to establish brand-name preference at as early an age as
possible.3 This targeting occurs because advertising is a $250 billion/year
industry with 900 000 brands to sell,2 and children and adolescents are
attractive consumers: teenagers spend $155 billion/year, children younger than
12 years spend another $25 billion, and both groups influence perhaps another
$200 billion of their parents' spending per year.4
,
5 Increasingly, advertisers are
seeking to find new and creative ways of targeting young consumers via the
Internet and in schools.

TELEVISION-
Children and adolescents view 400 00 ads per year on TV alone. This occurs
despite the fact that the Children's Television Act Of 1990 limits advertising on
children's programming to 10.5 minutes/hour on weekends and 12 minutes/hour
on weekdays. However, much of children's viewing occurs during prime time,
which features nearly 16 minutes/hour of advertising. A 30-second ad during
the prime time now costs $2.3 million but reaches 80 million people.

MOVIES:


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It is seen that violent movies, music, and video games have been intentionally
marketed to the youth and teenagers. Although movie theaters have agreed not
to show trailers for A-rated movies before in response to the censor board
guidelines, children continue to see advertising for violent media in other
venues. For instance, M-rated video games, which according to the gaming
industry's own rating system are not recommended for children younger than 17
years, are frequently advertised in movie theaters, video game magazines, and
publications with high youth readership. Also, movies targeted at children often
prominently feature brand-name products and fast food restaurants. Even the
alcohol and liquor ads are being shown in between movies which not only affect
the purchase decision of youth for such products rather they can compel the
youth to buy such products.

PRINT MEDIA:
According to the study by the consumer forum of India it is seen that more than
160 magazines are now targeted at children. Young people see 45% more beer
ads and 27% more ads for hard liquor in teen magazines than adults do in their
magazines. Despite the government being so stringent and strict to
advertisements related to Tobacco and alcohol it is seen that about hundreds of
such advertisements were seen in youth magazines.

INTERNET:
An increasing number of Web sites try to entice children and teenagers to make
direct sales. Teenagers account for more than half of the consumers in e-
commerce sites and business. More than 100 commercial Web sites promote
alcohol products. The content of these sites varies widely, from little more than
basic brand information to chat rooms, virtual bars, drink recipes, games,
contests, and merchandise catalogues. Many of these sites use slick promotional
techniques to target young people. In 1998, the Children's Online Privacy
Protection was passed, which mandates that commercial Web sites cannot
knowingly collect information from youth These sites are required to provide
notice on the site to parents about their collection, use, and disclosure of
children's personal information and must obtain verifiable parental consent
before collecting, using, or disclosing this information.

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MARKETING TECHNIQUES

Advertisers had and have been using techniques to which children and
adolescents get more attracted, such as product placements in movies and TV
shows, tie-ins between movies and fast food restaurants, tie-ins between TV
shows and toy action figures or other products, kids' clubs that are linked to
popular shows, and celebrity endorsements. Cellular phones are currently being
marketed to 6- to 12-year-olds, with the potential for directing specific
advertisers to children and preteens. Coca-Cola reportedly paid Warner Bros.
Studios $150 million for the global marketing rights to the movie Harry Potter
and the Sorcerer's Stone, and nearly 20% of fast food restaurant ads now
mention a toy premium in their ads. Certain tie-in products may be
inappropriate for children Children's advertising protections will need to be
updated for digital TV, which will be in place before 2010. In the near future,
children watching a TV program will be able to click an on-screen link and go
to a Web site during the program. Interactive games and promotions on digital
TV will have the ability to lure children away from regular programming,
encouraging them to spend a long time in an environment that lacks clear
separation between content and advertising. Interactive technology may also
allow advertisers to collect vast amounts of information about children's
viewing habits and preferences and target them on the basis of that information.
Few areas where advertising needs to be crucial when it comes to youth
especially taking in consideration the Indian market and the value system is
marketing of products like tobacco and alcohol.



Youth and the Advertising world of Facebook-


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With over 400 million members rather users, Facebook has evolved to become
an immense part of our daily, social lives. As many of the teenagers and youth
exhibit addictive behaviours, checking Facebook as much as every few minutes,
the site has emerged as an unavoidable and most influential part of thesociety
today. Establishing a new method of communication and social interaction,
Facebook opens new doors of opportunity and reveals an exciting new way for
people to sustain relationships and share ideas by allowing people to contact old
friends, communicate to a large mass of people or hold a one-on-one
conversation, and express their personal interests and involvements.
Possessing these vast possibilities and becoming such a large aspect of our
changing society, Facebook exhibits a new powerful and influential market for
advertising. The site has previously utilized information given by the user,
including their status updates, wall posts, age, gender, where they live,
occupation, relationship status, and other content or pages a member likes to
display certain advertisements to users on later visits.
However, according Facebook is experimenting with new technology that
instantly targets ads based on the content of members wall posts and status
updates, as the social network joins a growing list of Internet companies
working with advertisers to market products related to a persons interests or
online activities at that moment. This method of advertising, currently used by
websites such as Google, provides instant, targeted advertising in an opened
webpage based upon the content of the browsers search or profile. The
extension of this capability to Facebook allows advertisers to reach the
overwhelmingly large audience occupying the site in the exact instance they
express an interest through the constant sharing of information with friends.
As Facebook is a very personal system of expression, this instant and
customized mode of advertising establishes a possible positive aspect, exposing
users to products of interest faster and easier. It also aids advertising companies,
as they are able to target and better communicate with an audience already
attracted to their product. However, this also creates concern regarding the
debate on what subjects to use for advertising, as Internet analysts realize the
risk of alienating people who feel their personal lives threatened or infringed
upon with advertising that seems too relevant.

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YOUTH AND ALCOHOL ADVERTISING
The abundance numerous of alcohol advertisements, especially on television
and even in print media be it newspapers or magazines presents a possible
influential factor regarding the actions and attitudes of youth towards alcohol .It
is seen that the alcohol industries are too relaxed or are not bothered, allowing
their advertisements to target an audience primarily composed of teens and
youth under the age of 21. Many of these ads glamorize drinking or portray
abusive drinking behavior as socially acceptable or even fun, possibly enticing
young people to start drinking abusively or at an early, illegal age.
Various studies and surveys have shown that youth when exposed exposure to
alcohol advertisements on television and newspapers, revealed shocking
evidence that about a fourth of television alcohol advertising, comprising of
about 51,084 ads, was delivered more effectively to youth than to adults,
reaching 89 percent of the youth audience. The loose restrictions placed on the
advertising industries targeting a young audience, along with the overwhelming
amount of these alcohol ads presents a possible motivating force compeling the

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growing issue of underage drinking and abuse. While these strong feelings
towards alcohol advertising depict a harmful threat towards early alcohol habits
and consumption especially to youth and teenagers, but there are people who
believe that that the ads possess no methods of corruption. As advertising is
designed to inform the public and convey a message, alcohol industries use
advertising as a mode of communication in order to promote and sell their
product. This presents a vital necessity in the prosperity of business and
consumer awareness.
It is a fact and even a law that alcohol industries are strictly limited and
promote restricted terms of self-regulation . There are still conflicting views
regarding the question of the impact of alcohol advertisements on teens and
their thoughts and actions towards alcohol. This allows opposing views, but also
establishes a worrying concern on the impact of television ads on the well being
and life long habits adopted by children at an early age.


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YOUTH AND CIGARETTE ADVERTISING
Another area of advertising which is said to be very crucial when it comes to
youth or teenagers is Effects of Cigarette Advertising on Youth, reflect
different views since a very long time views regarding the influence of cigarette
advertising, especially towards youth. It explores the ways advertisements of the
cigarette industries target their audience and implement an urging desire to
smoke, establishing an extremely dangerous incentive for teens to begin
smoking at an very early age.
While some believe that smoking is ultimately decided upon by the individual,
many others recognize persuasive advertising techniques that encourage teens to

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smoke and endorse specific companies due to the image or perception they
establish.
Youths and Magazine Advertisements
Many advertisements, especially in the clothing and makeup industries
especially targeting the youth target audience, portray beautiful, thin, models
with perfect bodies and flawless features that seem to establish the perfect, ideal
appearance in the eyes of youth especially females. Many girls seem to observe
advertisements as a representation of the ultimate image they should aspire to
obtain. Viewers, especially young females, already insecure about their figures,
might be harmfully impacted by the standard of beauty and appearance set by
the ever-encompassing advertising industry just to attract the youth especially
females and sell their products in market.
It is seen that these advertisments , try to create the impact of the ideal image
constantly promoted in magazines on young women.
It is seen that youth as in the female readers of womens health and fitness
magazines were more prone to participating in weight control practices and
unhealthy behaviors including bulimia and anorexia nervosa.
This has been shocking discovered correlation between magazine consumption
and harmful behaviors and eating habits among women presents an
overwhelming realization of powerful influence of advertising. Although not
offering an absolute cause and effect relationship, the possibility of advertising
possessing power over ones mind and body is deeply concerning and continues
to raise awareness towards the health and well being of youths especially
females.


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Youth and Advertising in Schools
Implementing advertising in schools and colleges has become a growing trend
in order to attract the youth and the teenagers It has been noticed since a long
time that Advertising in schools or even by the schools are a way to collect the
extra revenue.
It is seen that the advertising has become prevalent in colleges and has received
successful revenue for displaying advertisements on lockers, benches, walls,
and other open spaces within its schools. The advertisements are claimed to be
limited to promoting health and wellness, reflecting a major concern of for the
school and college authorities. It is seen that unrestricted advertising in the
colleges could possibly find a way into the classrooms, acknowledging the
powerful influence of advertising on children and the need of vital restraints.
It is even a law that allows advertising to only pay for educational programs
and activities that must meet standards of the community and the collegeboard.
School Media also agrees to strictly promote healthy lifestyles and educational

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or nutritional wellness products, encouraging exercise and healthy eating habits
for youth. Advertisements carrying ideas of promotion in schools present a
possible positive influence on children and the community, promoting healthy
habits while providing desperately needed money for the schools if the
advertising is done for a good purpose.
This reflects advertisings prominent and overwhelming role in society, as it
possesses the power to influence the financial and educational system of public
colleges. This exhibits advertisings ability to act as a helpful source of aid and
assistance, but also raises worry of its influential position in the lives of youth.

ADVERTISING AND TEENAGERS
Youth and teenagers present a prime target of the advertising industry, as they
are perceived as naive and easily susceptible to persuasive techniques, unaware
of advertisings intentions to sell a product in the market by the advertisers.
Television reflects one of the largest opportunities to impact a Youths mind
with advertising ploys, as it is estimated that youth in our country are exposed
to about 20,000 to 40,000 commercials each year and possibly 360,000
television ads throughout their educational career until the time that they finish
their studies. As television has become an excessive and daily routine for many
youths in todays society, it is overwhelming to comprehend the intangible

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exposure of youth to commercials, exhibiting a strong and prominent influence
in their lives from an early age. The advertising market takes advantage of
schools and colleges continuous search for financial aid and assistance, along
with their quality of possessing a mandatory, closed environment serving as a
vital aspect of every childs life. There are some marketing companies, which
are totally into this business such as Cover Concepts, are specifically designed
to target schools and colleges alone, distributing free sponsored materials to
youthssuch as textbook covers, bookmarks, or posters branded with company
logos and advertisements.
As Internet access and usage by youth continues to rapidly expand, new
advertising techniques have emerged including company websites offering
games, quizzes, and other interactive opportunities for the teenagers and youth.
Many of these websites use interactive activities to lure youth into participating
in games that feature products or merchandise, or utilize cartoon characters
embodying or representing a specific company. Teenagers and youth are
attracted and deceived by websites perceived as merely fun and designed for
their sole entertainment, while their whole basis of existence is actually to
advertise for a company or a product. Vulnerable and easily enticed by games,
toys, prizes, and cartoon characters, cyoth. represent the ultimate marketing
target for advertising.
.



69

Youth, Advertisng and Society
The society is consumed with the overwhelming amount of advertisements,
inevitably staring us in the eye and engulfing our thoughts every single direction
Between television, the radio, the Internet, billboards, signs, posters, magazines,
fliers, etc., advertisements seem to play an unavoidable and inescapable role in
almost every aspect of our daily lives.
The power of manipulative ploys used in everyday advertisements that
influence our ideas and actions, convincing us to buy things one truly do not
need or aspire to attain a false sense of reality. There are ways in which
advertising targets certain groups like youth and teenagers with specific
techniques in order to convey a certain message or alter the perception of whats
socially acceptable or required.
It is interesting how we are so easily persuaded to purchase products endorsed
by celebrities or others we aspire to compare to. The intriguing power employed
by advertisements seems capable of influencing and convincing the public to
submit to the necessities created by the advertising world around them.
Advertising holds to power to pollute the minds of the public and set the social
standards of beauty, fitness, fashion, and technology, creating an image of what
one should look like, what one must own or buy, or how one must live or act.
This unyielding impact also reveals advertisings ability to distort and diminish
the gap between what a person desires and what they believe they must acquire
to be successful or happy.
As a as a society, we are becoming susceptible to believing in anything we see
or hear and are vulnerable to the mesmerizing ads around us, polluting our
minds and altering our realistic grasp on necessity and reality.





70

SCHEMANTIC MODEL OF THE PROCESSING OF
TELEVISION ADVERTISING BY YOUTH-
This model helps the advertiser to improve the advertisement effectiveness. As
the advertising industry is increasing and it aims commercial pitches directly,
more and more companies are turning to youth psychology to help them put
their message across to the youths who are the ultimate consumers. The
advertising industry itself is divided over the issue of strategies for marketing to
children. Youth ads are different from the adult ones and they don't have the
same kind of built-up resistance to advertising that adults have. So, there has to
be a level of responsibility when it comes to targeting teens or youth.
Advertisers also believes that they if they will influence the teens or youth
through advertisement then they will pester their parents to buy that product for
them.

TV COMMERCIALS
PERCEPTUAL FILTER
COGNITIVE PROCESSING
VALUE
HABITS
PERSONALITY
SOCIAL
RESPONSE
RESPONSE
TO
PRODUCT
A
F
F
E
C
T
I
V
E
E
V
A
L
U
A
T
I
V
E
M
O
T
O
R
E
M
O
T
I
O
N
A
L
RESPONSE
TO
COMMERCIAL
A
F
F
E
C
T
I
V
E
E
V
A
L
U
A
T
I
V
E
M
O
T
O
R
E
M
O
T
I
O
N
A
L
NO RESPONSE
LEARNING
AWARENESS
INTEREST
DESIRE
PREFERENCE
Influence on family
buying behavior
Actual Purchase
Influence on peer buying behavior

71


QUESTIONAIRE ABOUT THE BRAND
CHOICES OF YOUTH/ FACTORS AFFECTING
THEIR PURCHASE DECISION AND CHOICE
FROM DELHI/ NCR

SAMPLE QUESTIONARES

NAME:
AGE:
GENDER:
OCCUPATION:
PHONE NO:


1. WHEN DO YOU PURCHASE ANY PRODUCT?
AT TIME OF NEED
ANYTIME YOU GO SHOPPING
DURING SALE OFFERS

2. FOR HOW MANY HOURS DO YOU WATCH TELEVISION
EVERYDAY?

1-3 HOURS

72

3-5 HOURS
5-8 HOURS
ABOVE 8 HOURS

3. DO YOU PREFER BRANDED STUFFS WHEN IT COMES TO
FOLLOWING?
CLOTHES
GADGETS
FOOTWEAR
ACCESSORIES

4. WHAT ATTRACTS YOU TO BUY A PRODUCT IN THE MARKET?
TELEVISION ADS/COMMERCIALS.
ADS ON INTERNET/ SOCIAL NETWORKING SITES
PEER PRESSURE/ FRIENDS
CELEBRITY ENDORSEMENTS

5. DOES THE COST PRICE/ BRAND PRICE EFFECT YOUR
PURCHASING DECISION?
YES
NO
DONT KNOW

6. IS THE BRAND IMAGE AN IMPORTANT FACTOR FOR YOU TO
PURCHASE A PRODUCT?

73

YES
NO
MAY BE

7. WHAT IS MORE IMPORTANT- LOOK OF THE PRODUCT OR THE
BRAND NAME?
LOOK
BRAND NAME
BOTH

8. ARE YOU BRAND LOYAL?
YES
NO

9. DOES A DISCOUNT/ OFFER COUPOUN PERSUADE YOU TO BUY
A PRODUCT?
YES
NO
MAY BE
10. DO YOU SOMETIMES BUY PRODUCTS AGAINST YOUR VALUES
AND ETHICS?
YES
NO
MAY BE


74

AVERAGE ANALYSIS OF THE QUESTIONARES

The survey was conducted on ten people taking into consideration
the factors which affect their purchasing decision and choice by
asking them these questions. The graphical representation of the
answers of each question is as follows:

1) When do you purchase any product?


2) For how many hours do you watch television every day?



3) Do you prefer branded stuff when it comes to the following?

0
0.2
0.4
0.6
Need Any time Sales
0
0.2
0.4
0.6
0.8
1h-3h 3h-5h 5h-8h above 8

75







4) What attracts you to buy a product in the market?


5) Does the cost price/brand price affect your purchasing decision?

.

6) Is the brand image an important factor for you to purchase a product?

0
0.2
0.4
0.6
0.8
0
0.1
0.2
0.3
0.4
0.5
0
0.2
0.4
0.6
0.8
1
yes no dont
know

76

.

7) What is more important- Look of the product or brand name?




8) Are you brand loyal?



9) Does a discount/offer coupon persuade you to buy a product?
s
0
0.1
0.2
0.3
0.4
0.5
yes no may be
0
0.1
0.2
0.3
0.4
0.5
Look Brand
name
Both
0
0.2
0.4
0.6
yes no

77



10) Do you sometimes buy products against your values and ethics?

.

Analysis of the graphical representation

When we analysed all the filled questionnaires we reached at a
conclusion that certain factors have a more prominent effect on the
purchasing decisions of the youth in todays generation. Factors like
Brand image, Brand price, Values and Ethics and Brand name
have a wide impact on the purchasing decision made by the youth of
our country while purchasing a product or brand.





0
0.2
0.4
0.6
0.8
1
yes no may be
0
0.2
0.4
0.6
Yes no may be

78

CONCLUSION

The basic conclusion of the study on the topic Lifestyle of youth and factors
affecting their purchasing decision is that their are various factors which have
a very strong effect on purchase of product by teenagers such factors not only
change the market strategy and advertising phenomena but also are a major
reason or force which compel the youth of todays generation to choose one
product over another.

Brand Image, brand loyalty, mass media and even social media are the very
important factors when it comes to understand the youth psychology of
choosing and preferring their brands. Youth have a different choice when it
comes to the advertisements they watch , the products they choose so the
advertisers when cater to youth and their demands keep in mind their
preferences.

Advertising for youth needs to even take notice of its effects as youth are the
most dynamic, ever changing segment of target audience among all the
consumers in the Indian market. Even areas where youth advertising needs to be
crucial like tobacco advertising, alcohol advertising, internet advertising are a
major factors driving the youth to buy a product.

Youth advertising is an important determinant of consumer behavior; it has
been shown to have an influence on a youths' product preference and purchase
requests. Youth consumer behavior can be a negative thing because it impacts
their beliefs, values, and moral judgments. It is believed that youth are more
influenced by advertising messages than adults are. Advertising impacts usually
are conducted by focusing on three specific effects: cognitive, behavioral, and
affective.


79

BIBLIOGRAPHY


www.exchange4media.com
www.adsoftheworld.com
www.marketingpower.com
Consumer Behaviour Leon Schiffman and Leslie Kanuk
www.media-awareness.ca
www.studymode.com
Model of process of television advertising of youth by Atkin, Charles K.