Consumer Attitude and Behaviour Towards Cause Related Advertisements

A Project Report on
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements
in partial fulfilment of the requirement of Master of Management Studies (MMS)
conducted by
Rizvi Institute of Management Studies & Research

under the guidance of
DR. KALIM KHAN
Submitted by: NAWAF ABDUL GAFOOR GHANSAR MMS (MARKETING) Roll No. 70 2009-11
ACKNOWLEDGEMENT
I wish to express my sincere gratitude to all the people who have helped me and supported me during the duration of my project. First of all I would like to thank God who made everything possible. I am eternally grateful to my guide and mentor Dr. Kalim Khan, Director, Rizvi Institute of Management Studies & Research for providing me the opportunity to do my project work and also providing me the facilities of the entire institution for completing my project. His timely advice right from the conceptualization of the project to its submission has made it possible for me to submit my project report.
I also wish to thank Prof. Mohd. Osaid Koti, Rehan Faquih, Raees Basri, Giselle Martin, Ruksana Mamoo and all the respondents who filled my questionnaire for this report, for their invaluable suggestions, time and effort during the course of the project.
It will not be fair if I do not thank my parents who have given me undivided support and encouragement for completing this project. The support staff at the institute has also been very willing to help me complete my project and I thank them for their help. Lastly, I would also like to thank my friends and fellow batch mates who motivated me to keep going and finish the project.
Nawaf Abdul Gafoor Ghansar Roll No. 70 MMS Marketing
DECLARATION
I declare that the project titled Consumer Attitude & Behaviour Towards Social Cause Related Advertisements is a record of the research carried out by me in my fourth semester for the academic year 2009-2011 under the guidance of my mentor Dr. Kalim Khan, Director, Rizvi Institute of Management Studies & Research.
I also declare that the project is a result of my effort and hard work and the guidance of my mentor and has not been submitted anywhere else for a degree of any other university. All the information, analysis and details hold true to the best of my knowledge.
__________________________ Nawaf Abdul Gafoor Ghansar Roll No. 70 Batch of 2009 11 MMS Marketing
CERTIFICATE
This is to certify that Nawaf Abdul Gafoor Ghansar, a student of Masters of Management Studies (MMS), Roll No. 71, specializing in Marketing has successfully completed the project titled
under the guidance of Dr. Kalim Khan, Director Rizvi Institute of Management Studies & Research in partial fulfilment of the requirement of Masters of Management Studies (MMS) by Rizvi Institute of Management Studies & Research, for the academic year 2009-11.
__________________________
Dr. Kalim Khan Project Guide Director RIMSR
EXECUTIVE SUMMARY
The research was started with the objective of studying the Consumer Attitude & Behaviour towards Social Cause Related advertisements. Many companies are associating themselves with social causes and are aligning their communication objectives based on the cause they associate with. This is having an advantage of improving the brand image of the brand and also in recall of the brand.
My research in this topic started with understanding the need of the study and the framing of the objectives for the research. Research was done to analyze the consumer attitude towards social cause related advertisements with respect to the age group, income group and gender. This was done through means of a structured questionnaire among a considerable sample. Limitation to the study was the fact that the sample was interviewed within various areas of Mumbai city. Thus the results of the study cannot be applied to other parts of the country.
The recent economic downturn has proved that in todays competitive market it is becoming increasingly difficult to survive. There exists a huge clutter in the mind of the consumer and brands are trying to fight for every inch of space. Brands are trying various methods so as to make the consumer remember the brand.
Differentiation based on product quality and benefits is no longer effective as most of the offerings are identical thanks to the access to technology. Moreover, consumers are more educated now and concerned about not only themselves but also the society they live in. As a result of these developments, Cause branding has emerged as an effective alternative to differentiate ones offering from that of the competitors.
While doing this it can also be used at the same time for building an emotional chord with the consumers by aligning business with social commitments. This way the brand gets a more softer and positive image and gives space in the minds of the consumer. It also helps in increasing the morale of the employees and increase sales of the company.
Another major reason is to create a strong bond with the customer. Brand loyalty has decreased over the years and one way to make sure that customer stays with the brand is to associate with a social cause. The cause may be affecting many people across the country and associating the brand to overcome the problem will strengthen the ties the customer has with the brand. Another added advantage would be the possibility of consumers to become potential customers.
TABLE OF CONTENTS
Chapter 1 - Introduction to Advertising ..................................................................................... 1 1.0 Introduction ...................................................................................................................... 1 1.1 Definition of Advertising ................................................................................................. 2 1.2 Features of Advertising .................................................................................................... 4 1.2.1 Advertising Provides Information ............................................................................. 4 1.2.2 Paid Form of Communication ................................................................................... 4 1.2.3 Non-personal Presentation ......................................................................................... 4 1.2.4 Provide Publicity to Goods, Services & Ideas ........................................................... 5 1.2.5 Persuasion .................................................................................................................. 5 1.2.6 Target Oriented .......................................................................................................... 5 1.2.7 An Art, Science & Profession.................................................................................... 5 1.2.8 Important Element in Marketing Mix ........................................................................ 6 1.2.9 Creativity - The Essence of Advertising.................................................................... 6 1.3 Benefits of Advertising .................................................................................................... 7 1.4 Origin & Background of Advertising ............................................................................ 10 Chapter 2 - Mediums of Advertisement................................................................................... 14 2.0 Introduction .................................................................................................................... 14 2.1 Television as a Medium of Advertisements ................................................................... 15 2.1.1 Advantages in Television Advertising .................................................................... 16
2.1.2 Disadvantages in Television Advertising ................................................................ 16 2.2 Radio as a Medium of Advertisements .......................................................................... 17 2.2.1 Advantages in Radio Advertising ............................................................................ 17 2.1.2 Disadvantages in Radio Advertising ....................................................................... 18 2.3 Print as a Medium of Advertisements ............................................................................ 18 2.3.1 Advantages in Print Advertising.............................................................................. 19 2.3.2 Disadvantages in Print Advertising ......................................................................... 19 2.4 Telephone as a Medium of Advertising ......................................................................... 20 2.4.1 Advantages in Telephone Advertising .................................................................... 21 2.4.2 Disadvantages in Telephone Advertising ................................................................ 21 2.5 Digital as a Medium of Advertisements ......................................................................... 22 2.5.1 Advantages in Digital Advertising .......................................................................... 23 2.5.2 Disadvantages in Digital Advertising ...................................................................... 23 Chapter 3 Social Causes in India .......................................................................................... 24 3.0 Introduction to Social Causes in India ........................................................................... 24 3.1 Corporate Involvement................................................................................................... 26 3.2 CSR: The Indian Reality ................................................................................................ 30 Chapter 4 Introduction to Social Advertisements ................................................................. 35 4.0 Cause Related Advertisements ....................................................................................... 35 4.1 Why Cause Marketing .................................................................................................... 39 4.2 Causes Advertised .......................................................................................................... 43
4.2.1 P&Gs Shiksha Campaign .................................................................................... 43 4.2.2 Tata Teas Jaago Re campaign ............................................................................. 45 Chapter 5 - Consumer Attitude towards Social Advertisements ............................................. 48 5.0 Introduction .................................................................................................................... 48 5.1 Support for Cause-Related Marketing as Pro Social Behaviour .................................... 50 5.1.1 Psychographic Factors ............................................................................................. 50 5.1.2 Locus of Control ...................................................................................................... 51 5.1.3 Self-confidence ........................................................................................................ 52 5.1.4 Public Self-consciousness........................................................................................ 52 5.1.5 Interpersonal Trust ................................................................................................... 53 5.1.6 Advertising Scepticism ............................................................................................ 53 5.1.7 Personal and Social Responsibility.......................................................................... 54 5.2.8 Religiosity................................................................................................................ 54 5.2.9 Social Networks ....................................................................................................... 55 Chapter 6 Research Methodology......................................................................................... 56 6.1 Need for the study .......................................................................................................... 56 6.3 Sample Size .................................................................................................................... 57 6.4 Sampling Procedure ....................................................................................................... 58 6.5 Limitations of the Study ................................................................................................. 58 Chapter 7 Data Analysis and Interpretation .......................................................................... 59 7.1 Data Analysis ................................................................................................................. 59
7.1.1 Respondent Profile .................................................................................................. 59 7.1.1.1 Gender .............................................................................................................. 59 7.1.1.2 Age Group ........................................................................................................ 60 7.1.1.3 Monthly Household Income ............................................................................ 61 7.2 Data Interpretation.......................................................................................................... 62 7.2.1 Chi-square ................................................................................................................ 62 7.2.1.1 Chi-square Test to Find Amount of Time Spent Watching TV Daily ............. 62 7.2.1.2 Chi-square Test to Find the Attitude towards Watching Advertisements ....... 63 7.2.1.3 Chi-square Test to Find the Advertisement Viewing Habit............................. 64 7.2.2 t-test ......................................................................................................................... 65 7.2.2.1 Attitude towards Advertisements ..................................................................... 65 7.2.2.2 Advertisement Preference for Repeat Viewing ............................................... 71 7.2.2.3 Impact of Social Cause Related Advertisements ............................................. 77 7.2.2.3 Features of Social Ads that can be Re-called................................................... 82 7.2.2.4 Attitude towards Brands that get into Social Cause Related Advertisements . 85 7.2.3 Anova....................................................................................................................... 90 7.2.3.1 Factors that make Respondents Watch a Complete Advertisement ................ 90 7.2.3.2 Factors that make Respondents Remember an Advertisement ........................ 92 7.2.3.3 Likeability towards Various Cause Related Ad Campaigns ............................ 93 7.2.3.4 Impact on purchase of Various Cause Related Ad Campaigns ....................... 94 7.2.4 Factor Analysis ........................................................................................................ 95
7.2.5 Two-way Anova with Replication ........................................................................... 97 7.2.5.1 Two-way Anova with Replication for Age & Gender with Attitude towards Cause Related Marketing ............................................................................................. 97 7.2.5.2 Two-way Anova with Replication for Age & Income with Attitude towards Cause Related Marketing ........................................................................................... 101 7.2.5.3 Two-way Anova with Replication for Time Spent Watching TV & Ad Viewing Habit with Attitude towards Cause Related Marketing .............................. 113 Chapter 8 - Suggestions and Recommendations .................................................................... 125 8.1 Summary of the Analysis ............................................................................................. 125 8.2 Recommendations ........................................................................................................ 129 Chapter 9 Conclusion .......................................................................................................... 131 Appendices ............................................................................................................................. 132 Appendix 1 Questionnaire............................................................................................... 132 Appendix 2 List of Tables ............................................................................................... 141 Appendix 3 List of Figures ............................................................................................. 146 Bibliography .......................................................................................................................... 147
Chapter 1 - Introduction to Advertising
1.0 Introduction
Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. A product or service is advertised to create awareness in the minds of potential buyers. Advertising facilitates large scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through advertising. The fact that companies spend crores of rupees on advertising through TV, radio and newspapers indicates its benefits in sales promotion. Advertising is within the scope of promotion which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and consumer support. New communication techniques are now used for making advertising attractive and agreeable. The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to influence the buying behaviour of consumers. Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life.
The term 'Advertising' originates from the Latin word 'advertere' which means "to turn the mind towards". The dictionary meaning of the term advertising is "to give public notice or to announce publicity". This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people (prospects) towards a specific product/ service/ manufacturer.
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Advertisers include not only business firms but also museums, charitable organizations, and government agencies that direct messages to target publics. Ads are a cost effective way to disseminate messages, whether to build brand preference for Coca-Cola or to educate people to avoid hard drugs.
Organizations handle their advertising in different ways. In small companies, advertising is handled by someone in the sales or marketing department, who works with an advertising agency. A large company will often set up its own advertising department, whose manager reports to the vice president of marketing. The advertising departments job is to propose a budget; develop advertising strategy; approve ads and campaigns; and handle direct-mail advertising, dealer displays, and other forms of advertising. Most companies use an outside agency to help create advertising campaigns and to select and purchase media.
In developing a program, marketing managers must always start by identifying the target market and buyer motives. Then they can make the five major decisions in developing an advertising program, known as the five Ms: Mission: What are the advertising objectives? Money: How much can be spent? Message: What message should be sent? Media: What media should be used? Measurement: How should the results be evaluated?
1.1 Definition of Advertising

Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. The Institute of Practitioners in Advertising (IPA), the body which represents advertising agencies, defines advertising as: "The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost".
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Kotler and Armstrong provide an alternative definition:"Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor". The American Marketing Association defines advertising as "any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." The key elements in the above definition are: Any form Advertising can take any of the following forms of presentation. It could be a sign, symbol, illustration, verbal message, etc. advertising can be in any form that best conveys the message. Non-personal This phrase distinguishes advertising from personal selling; as advertising is an indirect form of conveying messages. Goods, services or ideas Advertising promotes goods, services and ideas. It also promotes persons and parties, places and events as well as institutions. For action This phrase denotes the action-oriented nature of advertising. Paid for Advertising is always paid for. It is not free. So it is distinguished from free publicity. By an identified sponsor People or groups who do not identify themselves do a lot of publicity and propaganda. In such cases a kind of manipulative or malicious intent is associated.
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1.2 Features of Advertising

1.2.1 Advertising Provides Information
The basic purpose of advertising is to provide information about products/services to prospective buyers. The details of products such as features, uses, prices, benefits, manufacturer's name, and instructions to be followed while using the product are given in the advertisements. The advertising message and brand name are also given. The information supplied gives education and guidance to consumers and facilitates correct selection of goods by them.
1.2.2 Paid Form of Communication

The advertiser has to pay to the media for giving publicity to his advertising message. He pays for the advertisement and naturally he decides the size, slogan, etc. given in the advertisement. Advertising is a form of paid communication.
1.2.3 Non-personal Presentation

Advertising is non-personal in character as against salesmanship which is personal (face to face communication) in character. In advertising, the message is given to all and not to one specific individual. This rule is applicable to all advertising media including press. However even in advertising target consumers or target market can be selected for making an advertising appeal.
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1.2.4 Provide Publicity to Goods, Services & Ideas

Advertising is for giving information to consumers. This information is always related to the features and benefits of goods and services of different types. Advertising gives new ideas to consumers as its contents are meaningful. The aim is to make the ideas popular and thereby to promote sales. For example, advertising on family planning, family welfare, and life insurance is useful for placing new ideas before the people.
1.2.5 Persuasion
Advertising aims at persuasion of potential customers. Advertising attracts attention towards a product, creates desire to have the same and finally induces consumers to visit the market and purchase the same. Advertising has psychological impact on consumers. It influences the buying decisions of consumers.
1.2.6 Target Oriented

It is possible to make intensive advertising by selecting a specific market or specific segment of consumers (e.g. children, housewives, etc.) for the purpose of advertising. This selection of a specific market is called target market. Advertising becomes effective and result oriented when it is target oriented.
1.2.7 An Art, Science & Profession

It is now universally accepted that advertising is an art, science and a profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its principles and rules. Advertising is now treated as a profession with its professional bodies and code of conduct for members. Advertising agencies and space brokers function as professionals in the field of advertising. Nawaf Ghansar Rizvi Institute of Management Studies & Research
1.2.8 Important Element in Marketing Mix

Advertising is an important element in marketing mix. It supports the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing mix are reasonably favourable. This is natural as advertising alone is not adequate for promoting sales. Many companies now spend huge funds on advertising and public relations.
1.2.9 Creativity - The Essence of Advertising

Advertising is a method of presenting a product in an artistic, attractive and agreeable manner. This is possible through the element of creativity which is the essence of advertising. Creativity can be introduced by creative people (professionals) in the field of advertising. They introduce new techniques for introducing creativity. Without creativity, advertising will be like a body without a soul.
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1.3 Benefits of Advertising

The benefits derived from advertising are manifold. It is one of the most important components of the marketing process. This is beneficial to manufactures, traders, consumers and society as a whole. Advertising offers the following main benefits -
1. Introduces a New Product in the Market:Advertising plays significant role in the introduction of a new product in the market. It stimulates the people to purchase the product.
2. Expansion of the Market:It enables the manufacturer to expand his market. It helps in exploring new markets for the product and retaining the existing markets. It plays a sheet anchor role in widening the marketing for the manufacture's products even by converting the customers living at the far flung and remote areas.
3. Increased Sales:Advertisement facilitates mass production to goods and increases the volume of sales. In other words, sales can be increased with additional expenditure on advertising with every increase in sale, selling expenses will decreases.
4. Fights Competition:Advertising is greatly helpful in meeting the forces of competition prevalent in the market. Continuous advertising is very essential in order to save the product from the clutches of the competition.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 5. Enhances Goodwill:-
Advertising is instrumental in increasing goodwill of the concern. It introduces the manufacture and his product to the people. Repeated advertising and better quality of products brings more reputation for the manufacturer and enhances goodwill for the concern.
6. Educates the Consumers:Advertising is educational and dynamic in nature. It familiarizes the customers with the new products and their diverse uses and also educates them about the new uses of existing products.
7. Elimination of Middlemen:It aims at establishing a direct link between the manufacturer and the consumer, thereby eliminating the marketing intermediaries. This increases the profits of the manufacturer and the consumer gets the products at lower prices.
8. Better Quality Products:Different goods are advertised under different brand names. A branded product assures a standard quality to the consumers. The manufacturer provides quality goods to the consumers and tries to win their confidence in his products.
9. Support the Salesmanship:Advertising greatly facilitates the work of a salesman. The customers are already familiar with the product which the salesman sells. The selling efforts of a salesman are greatly supplemented by advertising.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 10. More Employment Opportunities:-
Advertising provides and create more employment opportunities for many talented people like painters, photographers, singers, cartoonists, musicians, models and people working in different advertising agencies.
11. Higher Standard of Living:The experience of the advanced nations shows that advertising is greatly responsible for raising the living standards the consuming power of men and creates want for better standard of living. By bringing to the knowledge of the consumers different variety and better quality products, it has helped a lot in increasing the standard of living in India.
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1.4 Origin & Background of Advertising

Since ancient times, Egyptians made sales messages and wall posters using papyrus (these displays and messages can well be seen in the ruins of Pompeii and ancient Arabia). Wall or rock painting was another common commercial advertising form, which is still present in parts of Asia, Africa and South America. Gradually, as towns and cities began to expand, traders started using images to associate their trade, such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour.
With time, education became an apparent need and advertising developed to printing handbills. By the 17th century, advertisements started appearing in weekly newspapers in England that were mainly used for promoting books. Consequently, printing press advanced and newspapers became increasingly affordable. However, false advertising and quack advertisements created problems in the regulation of advertising content.
Advertising grew with the expansion of economy in the 19th century. Mail-order advertising grew with the success of advertising in the United States. In 1836, French newspaper La Presse became the first newspaper to include paid advertising in its edition. It also reduced its prices to extend readability and increase profitability. Around 1840, advertising agencies were established and services extended. Initially, they were brokers for advertisement space in newspapers. In 1869, the first full-service agency named N.W. Ayer & Son was opened, assuming responsibility for advertising content in Philadelphia. In early 1920s, radio equipment manufacturers and retailers established radio stations to sell more radios to consumers. Soon, the practice of sponsoring radio programs popularized and they started allocating sponsorship rights to multiple businesses instead of single businesses.
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The same practice was later carried on to the television in late 1940s and early 1950s. Advertising transformed into a modern approach in 1960s, with creatively produced advertisements tempting consumers eyes. This could well be seen in the Volkswagen ad campaign that featured headlines like Think Small and Lemon.
The era of modern advertising saw promotion of position and unique selling proposition that was designed to associate every brand with a specific idea in the reader or viewers mind. Cable television was introduced in late 1980s and early 1990s, giving further boost to advertising. Steadily, specialty channels emerged that were devoted entirely towards advertising such as QVC, Home Shopping Network and ShopTV Canada. With the boom of Internet in the 1990s, new frontiers opened for advertisers. A number of corporations came up, operating solely on advertising revenue.
The entry of 21st century saw various sites, including the much-used search engine Google, indulging in online advertising, with the intention of helping the users. The recent advertising innovation is guerrilla advertising that makes use of unusual approaches, such as staged encounters in public places, giveaway of products such as cars covered with brand messages, and interactive advertising where viewers can respond to become part of the advertising messages. Advertising has come a long way from its inception and there is much progress to be covered in the time to come.
The history of advertising in India parallels the history of the Indian Press. The first newspaper of the Indian subcontinent was the Bengal Gazette or the Calcutta General Advertiser, started by James Augustus Hicky on January 29, 1780. It carried a few advertisements.
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During the early years the newspapers announced births, deaths, appointments, arrival and departure of ships and sale of furniture. By the beginning of the 19th century the pattern of advertising revealed a definite change. Even the daily newspapers announced themselves through advertisements in existing periodicals. The power of advertising increased rapidly with the growth in trade and commerce.
By 1830, around three dozen newspapers and periodicals were being published on a regular basis from India. With the rise of new industries, advertising, even from British companies, increased. The growth of advertising in India is also linked to the Swadeshi movement (1920-1922), which gave impetus to Indian industries. Mahatma Gandhi described Swadeshi as a call to the consumer to be aware of the violence he is causing by supporting those industries that result in poverty, harm to workers and to humans and other creatures. Swadeshi Movement was an attempt to take economic power from the British by the use of domestic made products. Spinning the Charkha and wearing Khadi became a very powerful tool to fight the British government.
The first Indian ad agency, the Indian Advertising Agency, was launched in the very early years of the 20th century. On the other hand, B Dattaram & Co, located in Girgaum in Mumbai and launched in 1905, also claims to be the oldest existing Indian agency! This was followed by the launch of the Calcutta Advertising Agency in 1909. By the 1920s a number of Indian agencies were working from the major Indian cities, the most important being the Modern Publicity Company in Madras, Central Publicity Service in Bombay and Calcutta and the Oriental Advertising Agency in Tiruchirapalli. In 1931, the first full-fledged Indian ad agency, the National Advertising Service, was established. During the post independence era, the advertising business was well on its way to growth and expansion.
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The Indian Society of Advertisers was formed in 1951 and in May 1958, the Society of Advertising Practitioners was established and advertising clubs came up in Bombay and Calcutta to promote higher standards of work. Market research and readership surveys led to further professionalization of the advertising industry. Television Rating Points, popularly known as TRP measurements, provided ad agencies with statistical data on consumer/ viewer likes and dislikes and helped them create effective media plans and ad campaigns.
The introduction of multi-colour printing, improved printing machines and the development of commercial art gave the ad business a further boost. The advertising agencies expanded their services and this was due to the phenomenal growth in media. Besides selling space in newspapers and magazines, they began to offer art works, organization of fairs and exhibitions and market research.
1780
1905 1920 1922 1920 1929 1931 1951
Modern advertising history began with classified advertising. Ads appeared for the first time in print in Hickeys weekly newspaper, the Bengal Gazette. Newspaper studios trained the first generation of visualizers and illustrators to produce advertisements for the print media. B Dattaram & Co, one of the early companies making advertisements for newspapers was launched in Mumbai. Years of the Swadeshi movement The first foreign owned ad agencies were set up. The first ad agency, the National Advertising Service was established. The Indian Society of Advertisers was formed. Table 1.1 Important Years in Advertising History
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Chapter 2 - Mediums of Advertisement
2.0 Introduction
With the changing media used by advertisers, advertisement itself changed quite a bit. So far the ads tried to present a product and make the consumer believe in the big advantages of it. Today, advertisers try to create certain image around their product, which draw a greater attention to the customers and makes them stick this specific product. This so-called creative revolution had its origin in the 1950s and 1960s when prominent advertising agencies stated that good advertising has to begin with the respect for the publics intelligence and therefore have to be understated, sophisticated and witty.
This statement is even more important for todays commercials on TV, since the technology has made it possible for the viewer to use the remote control to change the channel while the commercials are on. If it is not interesting to the viewer he will simply flip to another channel avoiding the commercial. New digital devices make it even possible to edit out commercials in order to watch a commercial free movie or show.
Overall Industry size (INR Bn)* Television Radio Print Out of Home Digital Advertising
2007 211 7 160 14 4
2008 241 8 172 16 6
2009 257 8 175 14 8
2010 297 10 193 17 10
2011 E 341 12 211 19 13
Table 2.1 Overall Industry Size
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42% 41% 40% 39% 38% 37% 36% 2007 2008 2009 2010 2011E
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Fig 2.1 Contribution of Advertising Revenue to Overall Industry Size
2.1 Television as a Medium of Advertisements

India is the worlds third largest TV market with almost 138 million TV households. As per the KPMG report on Media and Entertainment industry 2011, Television has attracted about 42 % of the money spent on advertising in the country today. It is available in broadcast or cable form and generates a big platform for advertising. To run commercials on TV, advertisers have to buy units of time which range from 15 over 30 and up to 60 seconds in length. These spots are the most expensive ads and can cost up to millions of dollars depending on what time they are aired. If we just think about the ads shown at the major sports events in the country, like the IPL finals or the ICC cricket world cup, only very economically powerful companies can afford this.
The combination of sight, sound and motion creates a more dramatic form of advertising which is considered to build a products brand image or to create an excitement around a special event such as a one-time sale. These ads are not intense enough to provide the viewer with a lot of information and are therefore only useful for products which are already familiar to the costumers.
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2.1.1 Advantages in Television Advertising

Television reaches very large audiences-audiences that are usually larger than the audience your city's newspaper reaches. The area that a television station's broadcast signal covers is called A.D.I, which stands for "Area of Dominant Influence. Some advantages of television advertising include the following:
Advertising on television can give a product or service instant validity and prominence.
You can easily reach the audiences you have targeted by advertising on TV. Children can be reached during cartoon programming, farmers during the morning agricultural reports and housewives during the afternoon soap operas.
TV offers the greatest possibility for creative advertising. With a camera, you can take your audience anywhere and show them almost anything.
Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience.
2.1.2 Disadvantages in Television Advertising

Because TV has such a larger A.D.I, the stations can charge more for commercials based on the larger number of viewers reached. TV advertisements for a product are shown at the bought timings, so the chance of a viewer to miss the advertisement is much higher. A poorly produced commercial could severely limit the effectiveness of the message, and may even create a bad image in your customer's mind.
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2.2 Radio as a Medium of Advertisements

Radio usually reaches a smaller group of people, mostly from one specific area. This gives local businesses the chance to broadcast their very specialized ads. Most people listen to these ads when they are driving in their car, so they will be informed of any kind of sales in stores in their region. They will hear them before they go shopping and might be tempted to buy these products. These ads have to be very simple and easy to be understood, since people are usually doing something, like driving, when listening to them. Radios share of media ad spends is expected to increase from 4% currently to approx. 5% by 2015.
2.2.1 Advantages in Radio Advertising

Radio is a relatively inexpensive way of reaching people. It has often been called the "theater of the mind" because voices or sounds can be used to create moods or images that if crested by visual effects would be impossible to afford. You can also negotiate rates for your commercials, or even barter. Stations are often looking for prizes they can give away to listeners, so it's possible to get full commercial credit for the product or service you offer. Advantages to radio advertising include: The ability to easily change and update scripts are paramount to radio broadcasting, since news stories can and often do happen live. Radio is a personal advertising medium. Station personalities have a good rapport with their listeners. If a radio personality announces your commercial, it's almost an implied endorsement. Radio is also a way to support your printed advertising. You can say in your commercial, "See our ad in the Sunday Times," which makes your message twice as effective.
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2.1.2 Disadvantages in Radio Advertising

Radio advertising is not without its disadvantages too, such as: You can't review a radio commercial. Once it plays, its gone. If you didn't catch the entire message, you can't go back and hear it again. Since there are a lot of radio stations, the total listening audience for any one station is just a piece of a much larger whole. That's why it's important to know what stations your customers and prospects probably listen to. Therefore, most of the time, you'll have to buy time on several radio stations to reach the market you are after.
People don't listen to the radio all the time; they listen to it only during certain times of day. So, it's important to know when your customers or prospects are listening. For example, if you want to reach a large portion of your audience by advertising during the morning traffic report, you'll have to specify that time period to the radio station when you buy the time.
2.3 Print as a Medium of Advertisements

Newspapers are an important media as well. Their advantage is to reach readers of different age groups, ethnic backgrounds and income levels. They display photographs and illustrations, giving explicit and detailed information about a product, new inventions and product improvements. Their disadvantage is that they cant create such an emotionally strong image as the TV ads, but the opportunity to present coupons for special products shows a great popularity amongst customers, and is often used. Magazines are very specialized and target the reader of such magazines who usually have very similar interests. If you think about highly specialized women magazines, displaying makeup and other cosmetic products is an excellent way to reach teenage girls to older women.
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2.3.1 Advantages in Print Advertising

Almost every home receives a newspaper, either by newsstand or home delivery. Reading the newspaper is a habit for most families. And, there is something for everybody: sports, comics, crosswords, news, classifieds, etc. You can reach certain types of people by placing your ad in different sections of the paper. People expect advertising in the newspaper. In fact, many people buy the paper just to read the ads from the supermarket, movies or department stores. Unlike advertising on TV and radio, advertising in the newspaper can be examined at your leisure. A newspaper ad can contain details, such as prices and telephone numbers or coupons.
From the advertiser's point-of-view, newspaper advertising can be convenient because

production changes can be made quickly, if necessary, and you can often insert a new advertisement on short notice.
Another advantage is the large variety of ad sizes newspaper advertising offers. Even
though you may not have a lot of money in your budget, you can still place a series of small ads, without making a sacrifice.
2.3.2 Disadvantages in Print Advertising

Newspapers usually are read once and stay in the house for just a day. The print quality of newspapers isn't always the best, especially for photographs. So use simple artwork and line drawings for best results. The page size of a newspaper is fairly large and small ads can look minuscule. Your ad has to compete with other ads for the reader's attention.
You're not assured that every person who gets the newspaper will read your ad.
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2.4 Telephone as a Medium of Advertising

Telemarketing (sometimes known as inside sales) is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. Telemarketing may be done from a company office, from a call centre, or from home. It may involve either a live operator or a recorded message, in which case it is known as "automated telemarketing" using voice broadcasting. "Robocalling" is a form of voice broadcasting which is most frequently associated with political messages.
An effective telemarketing process often involves two or more calls. The first call (or series of calls) determines the customers needs. The final call (or series of calls) motivates the customer to make a purchase. Prospective customers are identified by various means, including past purchase history, previous requests for information, credit limit, competition entry forms, and application forms.
Names may also be purchased from another company's consumer database or obtained from a telephone directory or another public list. The qualification process is intended to determine which customers are most likely to purchase the product or service.
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2.4.1 Advantages in Telephone Advertising

Provides a venue where you can easily interact with the prospect, answering any questions or concerns they may have about your product or service. It's easy to prospect and find the right person to talk to. Results are highly measurable. You can get a lot of information across if your script is properly structured. If outsourcing, set-up cost is minimal Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls.
2.4.2 Disadvantages in Telephone Advertising

An increasing number of people have become averse to telemarketing. More people are using technology to screen out unwanted callers, particularly telemarketers Government is implementing tougher measures to curb unscrupulous telemarketers Lots of businesses use telemarketing. If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees May need to hire a professional to prepare a well-crafted and effective script It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm It is most appropriate for high-ticket retail items or professional services.
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2.5 Digital as a Medium of Advertisements

Advertising on the Internet is becoming more and more popular among companies, since the majority of young consumers have online access at home. They range from banners, buttons, pop-ups to sponsorships of homepages, which we have been discussed in our course. This form of advertising gives the opportunity to check out the given information right away and most of the time allows the customer to order the product online without even leaving his or her home.
The global online advertising industry is forecasted to grow to 17 percent of total media advertising, from USD 62 billion in 2010 to USD 97 billion in 2014. The Indian online advertising market was estimated to be in INR 10 billion in 2010. Of the total online advertising market, paid searches constitute approximately 50 percent.
30 25 20 INR billion 15 10 5 0 2007 2008 2009 2010 2011E 2012E 2013E 2014E
Fig 2.2 Growth in Online Advertising
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2.5.1 Advantages in Digital Advertising

The cost of digital advertising is very low. If the target market is the younger generation, than online advertising is one of the best mediums. The ability to update the ads in a hassle free n cheaper manner is a boon that attracts many advertisers. For internet advertising, all that is needed is a computer and someone with programming knowledge.
2.5.2 Disadvantages in Digital Advertising

The scope of internet advertising is very limited. In a country like ours where there are not many people who use the internet, digital marketing is not made much use of. The product category that can be advertised online is very limited.
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Chapter 3 Social Causes in India
3.0 Introduction to Social Causes in India

Since the time of Ashoka the great our country like any other country at that time had faced social problems. When the British finally left our country in 1947, the condition of the nation was very poor and there were various social problems that the people of the country faced. Some of the more evident social problems had been corruption, illiteracy, ignorance towards healthcare to name a few. Even after 63 years of independence most of these social problems still remain.
Fig 3.1 Corruption Index of Countries around the World
Some of the latest scandals have revealed the level of corruption within the government offices. With advent in technology, corruption at various government levels is being brought to light to the general public. But even then the required action is not being taken.
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To this day, the Lokpal Bill which will help keep corruption in the various government offices in check is not being able to be passed. The above figure shows that Indias corruption index is around 3.3 which is a very high level. India has a long way to go before it can reach the likes of countries like Sweden.
There are still many villages across the country, which do not have adequate supply of basic amenities like drinking water and power. In these villages, power comes only for a few hours of the day. Even supply of drinking water is irregular. In many situations, the funds provided by the central government to set up the infrastructure are eaten up by local government officials. The level of health care across the country has improved in the last few decades thanks to the various NGOs, but there is still room for improvement.
Fig 3.2 Population Illiteracy Rate around the World
Due to the efforts of the government and various individuals, the country has made a huge development in terms of literacy rate of the people. Over the past decade, the literacy rate rose by 9.2%, making Indias literacy rate 74.04%.
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Thanks to the efforts of various multinational companies like P&G which started with the Shiksha campaign and Times of India which started with the Teach India campaign, India has seen a huge rise in its literacy rate.
According to TrustLaw a Thomson Reuters Foundation Service, India is the fourth most dangerous country for women. Around 100 million, of which most are women and girls, are involved in trafficking in India. Over 50 million girls are missing in the past century due to female infanticide and foeticide.
3.1 Corporate Involvement

India has become one of the fastest growing economies in the world. It is growing at the rate of 9 percent p.a. As an emerging market in India everything is looking for an international perspective. At the stage when India is set to acquire a global position, it is essential to gauge whether economic development is due to successful commercial operations. Organizations must realize that the government alone cannot achieve success in their effort to elevate the downtrodden of society. The current concept of social marketing company is developing steadily and has led to a new concept-Corporate Social Responsibility.
Many major corporations throughout the world had realized the importance of being associated with important social causes as a means to promote their brands. Cause-related marketing and corporate social responsibility of companies has provided a new tool to compete in the market. The CSR refers to the obligation of the corporation to all stakeholders. Comes the desire to do good and to achieve self-satisfaction and return business social obligation.
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This could be a strategic marketing activity the way for a company to do well by doing good, other than sales promotion, corporate philanthropy, corporate sponsorship, the corporate Samaritan acts and public relations. Now, it is assumed to be the responsibility of business houses too.
Nothing builds brand loyalty among customers. It is becoming increasingly hard to please consumers. Other things being equal many consumers would do business with a company that represents something beyond profits. In a nutshell, CSR and cause related marketing results in sales, visibility, and increasing consumer loyalty and enhanced company image along with positive media monitoring.
Rural India has a population of 700 million people spread across 638,000 villages. Thus more than 60 percent of the total population of India is rural by nature. A report by the National Council of Applied Economic Research (NCAER) shows that rural customers include more than 50% of consumers and is a prime market for consumer goods and essential services. Culture is the backbone of our country and if the pillar is strong, then she can lift our country to a higher level. The organizations are helping to sustain as well as restore the rich culture of the country with their programs. Today, the literacy rate in India puts on around 74%, up from 64% in 2001. (Survey of NSSO) given the rate of increase, it would take some 20 to 25 years to clear this problem. Therefore, the agenda of corporate CSR considers rural development as one important dimension. On the one hand, a non-profit organization is an organization that exists to help provide some advantage or group or class of personal effort.
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As the name suggests, the organization will have all the advantageous features of an organization that is a mission statement, vision, offices, infrastructure and so on, but shall not include the objective to make a profit out of its operations. However to run any organization, funds are needed, and it has to come in to the non-profit that is in terms of financial concessions, subsidies, donations or services etc. in terms of staff support or infrastructure assistance. The sources for these funds could be individuals, government or other institutions and finally charities. These business houses with their initiatives of CSR (corporate social responsibility) contribute to the mission of social progress and growth in India.
The most important reason to undertake CSR initiatives for several of the respondent companies is to be a good corporate citizen. Good corporate citizenship and CSR initiatives are inextricably linked with improved brand reputation, which is one of the most important drivers of CSR identified by the respondent companies. The second most important driver of CSR, in the opinion of corporate India, is that CSR provides an opportunity to improve relationship with local communities, which is at a variance from the articulated perception of CSR where a focus on compliance requirements is evidenced. A striking feature of the perception of drivers of CSR, contrary to the perception of CSR articulated earlier and the fact that it has a high influence on the respondents CSR strategy, is that companies attach much less importance to regulatory compliance, improved employee relations and enhanced shareholder value as the drivers for CSR. This dichotomy is indicative of the emerging perception of CSR where companies shall endeavour in the future to perhaps transition from a Ethical-Statist Model (charity and employee focus) to a Liberal Stakeholder model for CSR.
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It is also pertinent to mention that several companies attach very high importance to the philosophy of the founding fathers as a principal driver of CSR. Since the philosophy of founding father drives CSR, several large and old Indian businesses adopt the ethical philanthropic approach to CSR. However there are instances where companies with a commendable CSR history have transitioned from philanthropic to triple bottom line model while retaining a part focus on philanthropy.
To access new markets in other communities Presssure from ethical business partners Exploitation of potential competitive advantage Pressure from overseas partners Alignment with industry trends Cost saving Improved management of risk Compliance with legislation Improved standing with government and Enhanced shareholder value Improvement in employee relation To bulid a global corporate brand Survival of business in long term Opportunity to enhance reputation Stated philosophy of founding fathers Improved relation with local community To corporate citizen a good 0 1st Rank 2nd Rank 10 20 30 40 50 60 70 80 90
3rd Rank
4th Rank
5th Rank
Fig 3.3 Drivers of CSR
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3.2 CSR: The Indian Reality

The Tatas have been practising CSR for years, long before it became an industry buzzword. Historically, that commitment has been displayed (though not always matched) by some other larger family-run business houses too like the Jindals, the Mahindras and the Godrej, for instance particularly in the years around Independence, when the government's socialsector spending was minimal.
While the pattern of corporate giving at family-run business houses is mostly determined by the founder and his scions, the emerging IT sector has adopted a more strategic approach to CSR. Giants Infosys and Wipro, both major drivers in reawakening corporate conscience, have made substantial investments in education through foundations set up specifically for that purpose.
Smaller IT companies, headed by idealistic young Turks, are also displaying a strong desire to give back to society. In a flat world, India's young entrepreneurs cannot ignore the sharp rise in global expectations over the role of corporations in society. They are being compelled to rethink traditional rolesfrom being profit-maximising machines with allegiance only to shareholders, to full partners in their communities with sensitivity to all the 'stakeholders' concerned. "We get a lot of queries from companies who are looking at setting up CSR processes," says Sanjay Bapat, founder-director, indianngos.com. "Everyone is thinking about it. But how many Indian businesses are going beyond 'thinking' to 'doing'? If you take Ingrid Srinath's word for it, not that many. Ingrid, chief executive of Child Relief & You (CRY), doesn't mince words. "The term I use for corporate giving is tokenism." Corporate giving compares poorly, she says, with individual giving.
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A 2001 study by Sampradaan Indian Centre for Philanthropy estimated that urban individual household giving in the year 2000 amounted to Rs. 16.6 billion, but it had no reliable figures when it turned its sights on corporate giving.
"Nobody has collected data on this," says Pushpa Sundar, former director of Sampradaan and author of Beyond BusinessFrom Merchant Charity to Corporate Citizenship. "I tried to do a study and found that there was no funding for it." The problem with getting reliable figures isn't just a dearth of studies on the subject; it is that Indian business is yet unclear on what constitutes CSR.
Companies like ITC have made farmer development a vital part of its business strategy, and made major efforts to improve the livelihood standards of rural communities. Unilever is using micro enterprises to strategically augment the penetration of consumer products in rural markets. IT companies like TCS and Wipro have developed software to help teachers and children in schools across India to further the cause of education. The adult literacy software has been a significant factor in reducing illiteracy in remote communities. Banks and insurance companies are targeting migrant labourers and street vendors to help them through micro-credits and related schemes.
In June 2008, a survey was carried out by TNS India (a research organization) and the Times Foundation with the aim of providing an understanding of the role of corporations in CSR. The findings revealed that over 90% of all major Indian organizations surveyed were involved in CSR initiatives. In fact, the private sector was more involved in CSR activities than the public and government sectors.
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The leading areas that corporations were involved in were livelihood promotion, education, health, environment, and women's empowerment. Most of CSR ventures were done as internal projects while a small proportion were as direct financial support to voluntary organizations or communities. In a survey carried out by the Asian Governance Association, which ranks the top 10 Asian countries on corporate governance parameters, India has consistently ranked among the top three along with Singapore and Hong Kong, for the last eight years.
In another study undertaken by automotive research company, TNS Automotive, India has been ranked second in global corporate social responsibility. State-owned Bharat Petroleum and Maruti Udyog were ranked as the best companies in India. Bharat Petroleum and Maruti Udyog came on top with 134 points each, followed by Tata Motors (133) and Hero Honda (131). The study was based on a public goodwill index and India received 119 points in the index against a global average of 100. Thailand was at the top slot with 124 points.
Several foundations run by corporate houses plan to devise a common strategy to ensure transparency in their social and community development operations, such as tracking spending in and progress of such projects in their annual reports. The effort is significant because it brings together a wide range of Indian companies to share ideas on innovating sustainable programmes. Among them are Multi Commodity Exchange of India Ltd, Anil Dhirubhai Ambani Group and media company Bennett, Coleman and Co. Ltd. Audit firm KPMG will partner with them to offer guidance on evaluating corporate social responsibility or CSR programmesa trend companies are slowly embracing as India's expanding economy contrasts sharply with growing local protests over land for future industrial projects.
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The network alliance stems from the first sustainability summit that was organized in January by the Associated Chambers of Commerce and Industry of India. CSR could prove to be a valuable asset in an age of mergers and acquisitions, especially as it helps companies spread their brand name, The new network will also serve as a common ground to lobby with the government for tax exemptions and safeguard other interests in the future. Indian companies have made little progress in reporting development projects. And only 48 companies have so far given their commitment to support the United Nations Global Compact, a charter for improving the global business environment through standards, such as labour rights and fighting corruption.
Addressing business leaders in May last year, Prime Minister Manmohan Singh said "Corporate social responsibility must not be defined by tax planning strategies alone. Rather, it should be defined within the framework of a corporate philosophy, which factors the needs of the community and the regions in which a corporate entity functions. Some say companies have an inherent "mental block" in reporting development programmes.
A recent KPMG study among 27 Indian companies showed that a mere 8% mentioned their social expenditures in their annual reports, and only 25% filed CSR reports at all. But a quarter of them are also signatories of the Global Reporting Initiative, a 10-year-old movement started by an NGO called Coalition for Environmentally Responsible Economies (CERES) and the United Nations Environment Programme. This encourages companies to make voluntary disclosures and lays down framework on improving reporting principles.
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"Most companies tend to give to charities than make long-term development commitments. When a company voluntarily opens up for self-evaluation, it creates value for shareholders when competing with other companies," said Parul Soni, associate director of KPMG's Aid and Development Services. An estimated 100 corporate foundations and 25 foreign firms are involved in CSR activities in India, but statistics on input and output are elusive. According to Times' Pandey, the Indian corporate sector spent Rs. 30,000 crore on social expenditure during the last financial year, up from Rs. 17,500 crore the previous year. Quoting from a government report, he said, companies drew a total exemptions of Rs. 5,500 crore under income-tax laws last year. These figures, an analyst said, sound improbable as Indian companies still do not distinguish between philanthropy and internal practices to benefit stakeholders such as employees and community.
Companies, too, continue to rely on different models to earmark its social expenditure, making it difficult to measure the overall impact. For instance, the Steel Authority of India Ltd (SAIL), the country's largest steel company, spent Rs. 100 crore on CSR last year; this was 2% of its profit after tax, exclusive of dividend tax, according to SAIL spokesperson N.K. Singhal. Yet others, such as Tata Steel Ltd, which runs a 850-bed hospital and rural projects in 800 villages around Jamshedpur, spends an average of Rs. 150 crore as part of its annual revenue expenditure. What eventually makes up for CSR of a company ultimately depends on leadership; as part of company decision, about 66% of Tata Sons, the holding group of the Tata group, is today owned by a trust. Pharmaceuticals company Jubilant Organosys Ltd, already runs an anti-tuberculosis programme with the government of Uttar Pradesh. The government, too, is exploring to widen the scope of public-private partnerships to build and maintain schools and hospitals in return for a fixed annuity payment.
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Chapter 4 Introduction to Social Advertisements
4.0 Cause Related Advertisements

For many years, community development goals were philanthropic activities that were seen as separate from business objectives, not fundamental to them. Doing well and Doing good were seen as separate pursuits. That is changing. Today, the emergence of cause marketing programs, have heralded a dramatic shift in non profit for profit relationships. It has established the concept that community development and support could be positioned at the intersection of business objectives (sales/profits) and societal needs. Supporting a specific cause and being public about this support gives companies identifiable personalities, demonstrates what they stand for, and helps them connect with customers, suppliers, investors, employees, and the community. Cause marketing programs allow the consumers to overtly and publicly express their belief in and support for, the causes that are most important to them.
Cause marketing has been with us since our local shops and restaurants set up collection boxes for donations to local causes (more often, orphanages) near their cash counters. It was American Express that first coined the term Cause-related marketing in 1983. That year they launched a three-month marketing program around the Statue of Liberty Restoration Project. The objective: to increase card use and new card applications and at the same time raise money, awareness and support for the non profit Restoration Fund. American Express donated one cent for every card transaction and one dollar for every new card application. It backed the program with a $4 million advertising campaign aimed at reaching existing customers and drawing new ones.
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The results were impressive. In just three months, the Restoration Fund raised over $1.7 million. American Express Card usage rose 27% and new card applications rose by 45% compared to the previous year. A fitting outcome to a well planned strategic effort. A clear demonstration that cause marketing could achieve strategic goals by linking a for-profit organization to a cause and enabling its consumers to financially support the cause by doing business with the for-profit organization. From that initial entry into the consumer mind space, and into marketing strategic space, cause marketing programs have evolved into a firmly established practice to be adopted by marketers.
The compulsions to use cause marketing have been brought into sharp focus by the studies done by Cone Inc., a marketing communications agency that has been tracking American attitudes towards corporate support of social issues for more than a decade. According to the 2004 Cone Corporate Citizenship Study, 8 in 10 Americans say that corporate support of causes wins their trust in that company, a 21% increase since 1997. A more significant finding of the report is the response to the statement, I am likely to switch from one brand to another that is about the same in price and quality, if the other brand is associated with a cause. A staggering 86% confirmed that they would do so, a rise from 81% in October 2001. Cause, has therefore become an important differentiator, a means to promote products and enhance bottom lines for marketers today. According to the IEG Sponsorship Report, Chicago, US spending on Cause Marketing will hit $1.34 billion in 2006. Back in 1990 cause marketing spending was only $120 million. Cause marketing allows a company to put its brand, marketing might and people behind a non profit cause that can provide mutual benefits to the company and the non profit entity.
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The cause marketing campaigns can vary in their scope and design, the types of non profit partners and the nature of the relationships among the companies and their non profit partners. In the most common type of relationship, for each purchase made by its customers during a specified period of time, a portion of it is donated to the non profit entity. It is a winwin situation all around. Companies increase their sales, nonprofits get more funds and the consumer benefits because he feels a part of his purchase is going for a good cause.
There could be two forms of associations in terms of the time dimension: a) Temporary: The company ties up with the NGO for a short span of time. For example Epson donated a certain sum to CRY for every dot matrix printer sold during the month of August 2004 alone. b) Ongoing: Here the tie-ups are for longer periods of time, although they may not be permanent. For example, ITC markets the SOS Children's Villages of India range of greeting cards. The SOS brand is now the third largest brand in the social cause segment in greeting cards.
It has to be clarified that cause related marketing is not corporate philanthropy or sponsorship. It is a third new way, an intersection of the two. In a CRM program donations to the non-profit entity are based on exchanges that provide revenue to the donor, that is, sales. Hence a specific objective of all cause related marketing programs is sales and a promotion campaign is undertaken to leverage the right to the association. For example, ITC launched a nationwide campaign for water conservation. Dubbed Aashirvad - Boond Se Sagar, this initiative has over the years put into place 31,000 acres of life saving irrigation system benefiting over 40,000 people.
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Sponsorships involve money or gifts in return for recognition with a particular cause or event. For example, Sahara India sponsors the Indian cricket team by providing funds to the Board of Control of Cricket of India. In return, the companys name and logo are placed on team uniforms and equipment and associated as Team Sahara India and the trophy named Sahara Cup. There is an expectation that this sponsorship will lead to greater brand awareness for Sahara India and target market affinity to the company will develop.
Unlike in the case of sponsorship the donor needs to undertake specific activities and pursue specific objectives for the program to be classified as cause related marketing. Another difference is that both in philanthropy and sponsorship, the amount to be donated to the cause is negotiated in advance and is generally fixed. In the case of sponsorship, the amount represents the price for the association. In the case of cause related marketing the amount is variable as the donation is on a per transaction basis. Table 1 summarizes the differences between corporate philanthropy, sponsorship and cause related marketing. Activity Primary Focus Time Frame Organizational Members Involved Goals Funding Key Outcomes Sales Impact Corporate Philanthropy Organization Ongoing Top management Decision/ employee wide contribution Improve and tie organizational competencies to social cause Fixed No key outcomes None Sponsorships Product and Organization Traditionally of limited duration Marketing dept. Related personnel Increase brand awareness and target market affiliation Fixed Attitude (positioning) Intension (preference) Behaviour (sales) Indirect sales impact Cause Related Marketing Product Traditionally of limited duration Marketing dept. Personnel Increase product sales Variable Behaviour (sales) Intension Attitude Direct sales impact
Table 4.1 Difference between Cause Related Marketing and Corporate Philanthropy Nawaf Ghansar Rizvi Institute of Management Studies & Research
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4.1 Why Cause Marketing

Companies are increasingly finding the marketing communications to be a challenging task. Marketers have discovered that: Technology is making our world smaller Consumers have easier and more access to information Consumers are communicating to each other more than ever before Consumers are more empowered and have more choices than ever before
Yet it is becoming harder for the marketer to reach the target consumer. The proliferation of media channels have resulted both in audience fragmentation and information overload that even a consumer looking for a product may not find it. Faced with declining rates of preferred media consumption by the target audience, marketers have now found that aligning themselves with a cause has enabled them to break through the clutter and differentiate themselves in the eyes of the consumer.
They are now investing in cause branding to align their organization with a cause that is relevant to customers. The marketer stakes a claim in the mind of the consumer thus: If Colgate is giving underprivileged children free dental checkups along with Pratham (NGO) and the Indian Dental Association, I will support Colgate and tell my friends and family to do the same. This is the potential advantage that cause marketing can create for the organization. Obviously then, there is a need to strategize the cause marketing effort. Yet as we scan the cause marketing scene in India over the last two decades, we are accosted mainly with examples that resemble relatively superficial and tactical partnerships. Tactically cause marketing programs fall into three general categories:
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1. Transactional: Programs are designed to offer to make a contribution to a designated cause based on consumer activity such as buying a product or shopping at a particular retail store. The Tsunami disaster gave ample scope for hundreds of retail outlets to say they will donate to Tsunami Relief Funds for purchases made at their establishments. 2. Message promotion: Joint campaigns that raise awareness of a causes message (e.g. Fight polio, tuberculosis, cancer) or participation in its programs (e.g. join us in eradicating illiteracy) while building a positive association with the corporate sponsor or its brands. MTV, being a youth channel, regularly created excellent public service advertisements aimed at youth on issues which matter to the young of this country. For example on the importance of adult franchise to first time voters. 3. Licensing: Typically, under this method, a non-profit licenses a company to develop, produce and market/distribute a mission related product that is promoted either with the organizations brand name or co-branded with both the companys and nonprofits name for a fixed number of products produced or for a fixed time period. For example: WWF logos on stationery.
The plethora of cause marketing programs that aim at creating short term burst in sales go on only to highlight the purely promotional, tactical and short term nature of the programs undertaken. Cause marketing programs need to become more strategic to reap the benefits that they are expected to create. Figure 4.1 presents a schematic representation of strategic and tactical CRM.
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To illustrate the difference, if a textile mill producing cotton fabrics decides to contribute to the improvement of the living conditions of cotton farmers, initiates this five years ago and decides to continually pursue it, through a sales related donation of 5% of their product prices and senior management visit the farmers periodically to assess their progress it is a Strategic Cause marketing effort. The same company can be said to have designed only a tactical Cause Marketing program when it announces that it is contributing to cleaning up the polluting river in their home town through a donation of 0.50% of the sale proceeds of fabrics for a month. Low Congruenc e Duration Tactical Cause Related Marketing Invested Resources Management Involvement Strategic Cause Related Marketing High
Fig 4.1 Schematic Representation of Tactical and Strategic Cause Related Marketing
A strategic cause marketing program will therefore focus on designing a program that will be relevant to four key audiences: 1. The cause must align with the product or service. The program must embody a core value to be authentic and embraced both by the employees and its consumers. 2. The cause partner must have a natural affiliation with the brand. 3. The cause must be relevant to the core customer segment, so that they accept its virtue and become advocates for the cause and the product. 4. The cause must be relevant to the target group so that it will draw new consumers to the product & drive increasing participation in fund raising for the cause.
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For example, as part of its Cause Marketing Effort, Vodafone in the U.K. is in partnership with the National Autistic Society (NAS). NAS is a national charity working with people affected by autism. Autism manifests itself in many ways, but it is true to say that all sufferers have difficulty making sense of the world. Being a communication company, Vodafone zeroed in on NAS as it typically involves a communication problem. Similarly, in the U.S., Kraft, in the foods business, supports programs to feed the hungry, the book store Barnes and Noble supports literacy initiatives and Lenscrafters, which is in the vision care business donates eyeglasses to low income families. Equal presents America's Walk for Diabetes, a partnership of Equal and the American Diabetes Association, is a good match. When people think of diabetes, they think of sugar. So what is more logical a connection than Equal, a leading sugar substitute, raising research money to find a cure for diabetes?
A high-tech company partnering with an organization whose mission is to advance education and training opportunities would seem to display a natural fit. A food company involved in an effort to fight hunger is a logical pairing. Companies do have a lot of leeway in zeroing in on issues and causes that are wide ranging and affect different segments of people. It is evident that some combinations make more sense than others. The fit needs to be logical. A clothing company that manufactures sweaters decided to support a massive campaign against capital punishment and failed to make the logical connect with its target consumers through this campaign and found its sweater sales still declining. A cause marketing campaign, like any other good marketing campaign, must recognize that its campaigns turn out to be successful and effective when its target customers are able to quickly and easily identify themselves with the central message of such a campaign.
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4.2 Causes Advertised

Over the past few years, there have been many causes which various companies have took up and advertised their product in association of that cause. Below mentioned are some of the more well known ones.
4.2.1 P&Gs Shiksha Campaign

India has the world's largest number of uneducated children. Shiksha is another cause marketing P&G program to help children across India achieve their right to education, in association with India's premier child rights organization Child Rights and You (CRY) and Sony Entertainment Television. Shiksha has entered its third year.
Some of Indias leading film stars have united to appeal to consumers to support Shiksha by buying large packs of Tide, Ariel, Pantene, Head & Shoulders, Rejoice, Vicks VapoRub, Whisper, Gillette Mach 3 Turbo or Pampers during April, May and June, 2006 and lead a child to the path of education. Irrespective of sales, P&G has committed a minimum of Rs. 1 crore to Shiksha, which will be allocated to education-focused projects.
In 2005, Shiksha received tremendous support from consumers, the news media and influencers resulting in P&G contributing Rs. 1.26 crore which helped support the education of 11,000 children in 109 villages. Shiksha has helped make a positive difference by working with the State Education Departments to re-look at existing education policies; creating awareness to build more schools with better infrastructure; enrolling more children into formal schools; and building all-round development of children through education. Some key positive actions that Shiksha 2005 made possible include:
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Enrollment of 230 children into formal schools
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Lok Shikshan Abhiyan (Osmanabad, Maharashtra) campaign in 35 villages against child labour and early marriages helped achieve 100% enrolment in schools
Community Service Guilds (Salem and Namakkal districts, Tamil Nadu) that drove awareness on education, built more schools, and sensitized employers to tackle the issue of child labour
The Association of People with Disability (Kolar, Karnataka) provided adequate education infrastructure and learning material thus ensuring the development rights of disabled children in schools
Tribal Development Society (Bellary district, Karnataka) set up leadership trainings and angadwadis, and continued to create awareness on education and health issues
Chetna Vikas (Wardha district, Maharashtra) setup Bal Sabhas and sustained nine Bal Bhawans focusing on learning through art and games to improve the childrens confidence, creativity and expression, and in addition conducted support classes for academically weak students.
P&G initially ran Shiksha as a joint educational initiative with MAA TV in Andhra Pradesh. It announced that on purchase of any P&G product; Vicks, Whisper, Ariel, Tide, Head & Shoulders or Pantene, a mother can win either Rs. 2 lakhs towards Graduate Education Fee of one child (23 such Prizes), or Rs. 5,000 towards Next Year's Tuition Fee for one child (96 such Prizes) and a number of other Consolation Prizes, all courtesy P&G. Everyday, Rs. 2,25,000 worth of prizes were announced on MAA TV until 12th June 03, totalling to Rs. 5 million+ dedicated by P&G.
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4.2.2 Tata Teas Jaago Re campaign

In a short span of time, Tata Tea has gone from owning only 3 per cent of market share (1980s) to becoming the number one tea brand in India. How has it risen so fast and what role has CRM (sometimes also known as Social-Cause Marketing or SCM) played in the rise?
In a bid to target customers from all regions and stratas of society, Tata Teas product/ price portfolio comprised tea for each segment. This entailed innovation and the regular introduction of new flavours and new look products such as flavoured tea under the Tetley brand in 2003, sold with the ad line A twist in your tea, a twist in your life (Chai mein twist...Life mein twist).
By the mid nineties, top management felt that there was a need for a combined marketing strategy covering all its national brands- Premium, Gold, Agni and Life, which could promote the mother brand as a whole. They seized upon Cause Related Marketing (CRM) which had taken off in the US in the 1980s. In CRM a corporation allies itself with a non-profit social organization, typically by donating receipts from sales to the non-profit. In this sort of alliance, the corporation builds brand image while the non-profit increases its funding (see box for more on CRM).
For its foray into CRM, Tata Tea wanted to associate its brand with civic consciousness. Moving away from positioning tea as just a revitalizing drink and instead stressing social responsibility, they also wanted their campaign to target young Indians.
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To conceptualize the idea Tata Tea hired the advertising agency Lowe Lintas. The agency came up with the Jaago Re! campaign and its theme Every morning-dont just get up, wake up (Har subah sirf utho math- Jaago Re!). The slogan raised in a memorable way the idea of social awakening.
A series of 10-second advertisements brought to the forefront several problems like corruption, improper roads, responsibility of political leaders, role of police. The first commercial, for example, featured a young man investigating the credentials of a political leader involved in an election campaign. The idea was to connect with the consumers on emotional issues, to get young people fired up about questioning the system. Given the target group, the ads were promoted using media favoured by young people. The Internet was fore grounded - social networking sites and blogs and a website, www.jaagoindia.org, promoted the campaign.
The campaigns were a huge success and helped drive Tata Teas sales from approximately $910 million in 2007 to over $970 million in 2008. Seeing the monetary benefits and increase in brand loyalty, Tata Tea decided to take the campaign further and focus even more on social issues.
Thus was born the second phase of the campaign, which focused on the Indian general elections (Jaago Re! One Billion Votes). For the campaign to be powerful, it needed to penetrate down to grass root levels - to achieve this Tata Tea partnered with Janaagraha, a Bangalore based NGO.
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The aim of the campaign was to alert citizens to their voting rights. Besides bringing out the votes, the campaign also guided the youth through the voting process. A website, www.jaagore.com, was set up to enable registration for voting. Several ads were designed in this phase, which urged the citizens, especially young ones towards a transformation of Indian society through voting. The most popular ad featured the message If you are not casting your vote on Election Day, you are sleeping (Election Ke din agar aap vote nahin Kar rahe ho, to aap so rahe ho).
That ad helped pull over 600,000 people towards the website to register for voting. IT giants with large numbers of young employees such as Infosys and Wipro supported the campaign; most of their employees registered for voting through Jaago Re. The campaign also generated support from Bollywood celebrities.
Tata Teas market share increased from 19.4% in 2007 to 20.6% in 2008. The sales, brand loyalty and increase in market share clearly showed that these social marketing campaigns were well received by the customers.
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Chapter 5 - Consumer Attitude towards Social Advertisements
5.0 Introduction
The use of cause-related marketing as a marketing platform has been progressively employed by companies, as consumers increasingly value corporate support of social causes. Marketers' efforts to reach consumers via cause tie-ins have gained consumers' trust and brand loyalty. A national survey conducted by Golin Harris (2005) in the United States revealed that 40 percent of respondents said that a company's commitment to good corporate citizenship would make them more willing to try the company's products for the first time. In the same survey, 32 percent of respondents believed that investing in corporate citizenship would improve trust in the company, as well as its people and products. In Cone's 2004 corporate citizenship study, 72 percent of those surveyed responded that it is acceptable for companies to affiliate with causes in their marketing, up from 66 percent in 1993 (DaSilva, 2004). This study also demonstrated that 86 percent of respondents would be willing to switch brands based on a company's support for social causes, all else being equal. In 1993, 66 percent of those surveyed replied the same.
Along with the increasing popularity of cause-related marketing practices, both scholars and practitioners have extensively evaluated cause-related marketing strategies and tactics, and analyzed their impact on consumers' perceptual and behavioural relationship with the sponsoring brand and/or the sponsored cause (e.g., Barone, Miyazaki, and Taylor, 2000; Cone, Feldman, and DaSilva, 2003; Hoeffler and Keller, 2002; Sen and Bhattacharya, 2001). Lafferty, Goldsmith, and Hult (2004) discovered that the cause-brand alliances enhanced consumers attitudes toward the cause & the brand if the perceptions were favourable.
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This study emphasized the importance of the cause-brand fit for a successful cause-related marketing campaign. Lichtenstein, Drumwright, and Braig (2004) provided evidence that consumers' perceptions of corporate social responsibility have a favourable effect on perceptual corporate benefits (e.g., loyalty or emotional attachment) and behavioural corporate benefits (e.g., purchase behaviour) when the consumers' self-concepts are similar to their perceptions of the corporation. In addition, this study showed that consumers' perceived corporate social responsibility increased their non-profit donations through consumercorporate identification. In their study examining the impact of vague quantifiers of causerelated marketing advertising copy, Pracejus, Olsen, and Brown (2003) discovered that the abstract wording used in cause-related marketing advertising copy (e.g., a portion versus a substantial portion) largely impacted donation estimates, and that the donation amount (e.g., 0, 1, 5, and 10 percent of retail price) had a positive impact on brand choice.
Although previous studies have emphasized the significance of cause-related marketing in terms of its effects on consumer attitudes and behaviours and have suggested insightful managerial implications for both profits and nonprofits, there has been little systematic investigation that profiles consumer advocates of cause-related marketing. This process of profiling helps marketers make the strategic and tactical decisions of cause-related marketing programs, including targeting, message strategy, media planning, cause selection, and other strategic decisions (Dutta and Youn, 1999; Dutta-Bergman, 2006). Such a segmentational approach to classifying who is (or not) in favour of cause-related marketing is also useful as it adds to our knowledge about what consumer characteristics explain the attitude toward causerelated marketing and how to communicate with cause-related marketing advocates.
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5.1 Support for Cause-Related Marketing as Pro Social Behaviour

Nonprofits can benefit from brand partnerships not only through fundraising and other marketing resources that companies offer, but also through consumer donations through cause-related marketing programs. By engaging in revenue-providing transactions with the company, consumers directly or indirectly contribute a specified amount to the designated cause that the company represents.
In conjunction with this notion, consumers special efforts to buy a product tied to social causes are considered a pro social behaviour because it represents advocacy for a behaviour that improves the well-being of society as a whole, instead of satisfying self-interests. Thus, this study applies a pro social behaviour as a basic theoretical framework for understanding consumer motivations for supporting corporate cause-branding activities. It seems logical to expect that motivations behind pro social behaviours would be related to the motivations explaining consumer support for corporate cause-branding programs. A key to the discussion is what motivates consumers to engage in pro social behaviours.
5.1.1 Psychographic Factors

Scholars have suggested that psychographic factors reflect more enduring and stable dispositions that motivate consumers to form attitudes or guide behaviours. Ajzen and Fishbein argued that psychographic factors are considered residues of past experiences, which impact the beliefs or attitudes individuals hold. Such motivational insights of psychographics can be also found in Katz's functional attitude theories.
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Individuals engage in pro social behaviour to express certain attitudes. For example, through pro social behaviour, individuals manifest their values, gain social opportunities, protect their ego, or enhance their ego. Understanding the reasoning behind consumers' attitudes toward cause-related marketing would be insightful for designing effective programs that shape, reinforce, and alter those attitudes.
5.1.2 Locus of Control

Previous studies showed that psychographic factors such as locus of control and self-efficacy are related to pro social behaviours. In general, locus of control refers to the belief of whether or not their own actions can lead to predictable outcomes. Internals believe that they can control their lives and environments and that their actions can change outcomes. Externals believe that they cannot control their lives and that outcomes are due to outside forces, such as luck or the influence of powerful individuals. Relating to environmental beliefs and behaviour, prior studies found that internals are more likely to engage in responsible environment behaviours than externals. Internals are more likely to believe that their recycling behaviours can change the environment positively, while externals are less likely to engage in recycling behaviours. Internals have been found to show greater social interests than externals, where social interests refer to empathy, a feeling of belonging, contribution to welfare, and understanding others.
Not all studies, however, have supported these relationships. Lerner and Reavy found that externals were more likely to be altruistic or help others than internals. Stevick and Addleman discovered that locus of control was not related to volunteering. Although conflicting findings exist regarding the relationship between locus on control and pro social behaviours, this study expected internals to support corporate cause marketing efforts. Nawaf Ghansar Rizvi Institute of Management Studies & Research
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It is more likely that internals believe in their own abilities to have control over their environment and to produce predictable outcomes by engaging in corporate cause-branding efforts. Internals attempt to master circumstances and expect that their actions can bring about change for the environment. Thus, internals are more likely to advocate corporate cause-branding activities than externals because they believe they can improve society by purchasing products sponsoring social causes or issues.
5.1.3 Self-confidence
Previous studies have attested that self-confidence or self-esteem is related to caring about others' well-being. Helping others is motivated by a desire to maintain and enhance one's selfconfidence or self-esteem. It is likely that individuals who perceive themselves competent are engaged in pro social behaviours because they believe in their capacity to effectively allocate their resources to others in need. Self-confident people are more likely to exercise control over the events that influence their lives. For those with self-confidence, their efforts to buy products tied to social causes or charities would be considered as a way of helping others. They may want to make a difference in their community through their purchasing.
5.1.4 Public Self-consciousness

Pro social behaviours have been viewed through motivations of self-concern. Individuals help others as the means by which they create a desired impression of themselves in front of others. Such concerns about what other people may think are known as public selfconsciousness or self-monitoring. Those high in public self-consciousness may use pro social behaviours to influence others' perceptions of themselves. Motivation to present themselves in a good light may lead to supporting corporate-sponsored social causes because they want to maintain or enhance their positive image through purchasing. Nawaf Ghansar Rizvi Institute of Management Studies & Research
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5.1.5 Interpersonal Trust

Scholars explain interpersonal trust as an individual's tendency to believe others to be honest. A bulk of research has indicated that interpersonal trust is positively associated with altruistic behaviours. Cadenhead and Richman found that trust has a positive relationship with overall pro social behaviours (e.g., giving money to charity). Individuals with high interpersonal trust tend to make more sacrifices for others than those with low trust. Interpersonal trust would facilitate blood donation, particularly among consumers who do not typically donate. Relating to cause-related marketing, consumers views of others as trustworthy and generous would influence their tendency to support corporate involvement in social causes through purchasing. When consumers do not trust marketers as exchange partners or the claims made in cause-related marketing campaigns, they are not likely to purchase products or services tied to the cause through a company's involvement. Consumers with low interpersonal trust may find it difficult to trust companies engaged in cause-related marketing, leading to less support for cause-related marketing activities.
5.1.6 Advertising Scepticism

Consumers scepticism toward advertising would be related to their perceptions of the motives for a company's involvement in cause-related marketing programs. In general, advertising scepticism describes consumers tendencies to doubt the truthfulness of advertising messages and marketers' motives for the messages. Consumers who are sceptical of advertising tend to steer clear of advertising and show a lack of connection between advertising and purchase intention. In connection with cause-related marketing, consumers distrust toward advertising leads to scepticism toward cause-related marketing, indicating that consumers no longer believe company's altruistic intentions of charitable giving.
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5.1.7 Personal and Social Responsibility

It has been argued that a sense of responsibility drives pro social behaviours. Prior studies have found that personal and social responsibilities are the most important correlates of charitable giving or donation. In connection to support for cause-related marketing, consumers commitments to engage in responsible behaviours may carry into their attitudes toward cause-related marketing programs.
Individuals who are responsible initiates in their lives are more likely to be engaged in their efforts to purchase products that align with social causes. It seems logical to address that individuals with a sense of responsibility are more likely to be civic-minded and have strong moral norms to better society. In this study, healthy-eating consciousness is employed as a surrogate of personal responsibility, while environmental concern is used as an indicator of social responsibility.
5.2.8 Religiosity
Scholars have recognized religiosity as a gateway to different forms of pro social behaviours. Individuals' religious beliefs regarding giving back what they have received leads them to volunteer or participate in community service. Indeed, it has been found that individuals who affiliated with an organized religion tend to have a higher likelihood of volunteering.
Among adolescents, it is found that a religious belief was positively associated with civic engagement such as publicly demonstrating or petitioning for a cause. Such motivation to give back may lead religious individuals to support corporate involvement with charitable causes.
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5.2.9 Social Networks

Social networks have been found to influence motives for pro social behaviours. Network ties increase opportunities to come into contact with friends or neighbours who are already participating in volunteer activities or appreciate a sense of responsibility to the organizations with which friends or neighbours volunteer. Extroverts who have extensive social networks are more likely to volunteer for charities than introverts.
Extroverts have more diverse social connections with people and participate in various events. Such social connections may provide more chances for volunteering. Relating to cause-related marketing, individuals with social networks are more likely to show great concerns for social causes because they are more knowledgeable about specific non profit organizations or social causes. They may be more familiar with organizations and causes, so they feel they are responsible for helping others by purchasing products or services aligned with social causes.
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Chapter 6 Research Methodology
6.1 Need for the study

Today in our country, consumers are surrounded by hundreds of brands and thousands of products. Each brand is trying to get the consumers attention towards its products. But how to get space in the mind of the consumer is a dilemma that each brand is facing. Brands that do not have a position in the mind of the consumer are fighting to get one and brands that do have, are trying desperately to maintain that space.
Many brands are trying various methods to get the consumers attention. Some brands advertise heavily, whereas some get into event organizing. Many brands start promotions or keep sale on their products. Celebrities are used as brand ambassadors so that consumers will be able to better recall the brand. Competitive brands get into comparative advertising so as replace the competitor brands space in the mind of the consumer with their own brand. Companies get into CSR activities to create a better image of the brand in the minds of the consumer and to get tax rebates from the government. Just through CSR, consumers do not become much aware of the efforts taken by the organization as these efforts are not advertised and the only way the general public find out about it is if it is talked about in the news. Thus for this reason brands get into cause related advertisements so as to involve the consumers.
Consumers are becoming increasingly aware about social causes around them. With the increase in the purchasing power of an individual, he/she is willing to go about buying new products. An individual is also trying to be a good social citizen and give back to the society.
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Thus one might buy products from companies that one feels is contributing to society. This along with the pull of celebrities to the general public towards social campaigns is making companies to align themselves with social causes. This research will try to analyze the consumer attitude and behaviour towards social cause related advertisements. It will further help companies in deciding if there is a requirement for companies to become involved socially so that it may benefit them or should they avoid getting into these kinds of advertisements.
6.2 Research Objectives

To find the attitude of consumers towards cause related advertisements To find out if there is any behavioural change in the consumers after watching cause related advertisements To find the effect of cause related advertisements on brand recall To find the effect of cause related advertisements on brand loyalty
6.3 Sample Size

In order to get valid interpretation of the data, a sample size of 150 was pre-decided, which comprised of 75 males and 75 females. The sample was further segregated on age groups of 21 30 years, 31 40 years and 41 50 years and monthly household income groups of Rs. 15,000 Rs. 25,000, Rs. 25,001 Rs. 50,000 and greater than Rs. 50,000 equally. The sampling method used was Judgmental sampling. It was a pre-requisite for respondents to have watched advertisements on television. Due to some constraints, the survey could only be conducted in some parts of Mumbai. Thus the study results would only be applicable to the city of Mumbai and not for the whole country.
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6.4 Sampling Procedure

The respondents were asked if they watched television, especially advertisements. If they did, they were asked to fill the questionnaire. The respondents were requested to fill the questionnaire in an unbiased manner and not leave any question blank. Any doubts they had were clarified so as to get the right response from them.
After the data collection process was completed, the data was analyzed using the statistical software - SPSS v.16. Various statistical tools like Anova, Chi-square and Factor Analysis were used in order to get important insights
6.5 Limitations of the Study

Sample: The sample is only from the city of Mumbai. To get a holistic and correct understanding of the view of the consumers of the country it would be best if data was collected from respondents all over the country. Biasness: There was a level of biasness on the respondents part while answering the questionnaire. People who hated advertisements were mostly giving negative answers. Questionnaire Length: Many respondents mentioned that the questionnaire was very exhaustive. Due to this, responses to a few questions were given casually.
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Chapter 7 Data Analysis and Interpretation
For primary data collection a structured questionnaire was made which was filled by respondents of various age groups, income groups and gender across the city of Mumbai. Once the data collection was completed, analysis was carried out using SPSS, software for analyzing the data. Data analysis tools like Anova, Chi-square and Factor Analysis were used to get the output of the data.
7.1 Data Analysis

7.1.1 Respondent Profile
7.1.1.1 Gender
Fig 7.1 Gender Distribution across the Sample
From the above figure, it can be observed that the data collected is not of equal number of males and females. The number of males is more than the number of females. But since the difference is only of a small percentage, the gender bias can be ignored.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.1.1.2 Age Group
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Fig 7.2 Age Group Distribution across the Sample
From the above figure, it can be observed that the data collected across various age groups is not equal in number. Majority of the sample is from the younger age group of 21 years 30 years and forms almost 50% of the sample. Thus the analysis will be more from the point of view of the younger generation. The sample size of the age group of 31 years 40 years and 41 years 50 years is also considerable and analysis will hold true for it.
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Fig 7.3 Income Group Distribution across the Sample
From the above figure, it can be observed that maximum respondents were having a monthly household of Rs. 25,000 Rs. 50,000 closely followed by respondents with monthly household income greater than Rs. 50,000.
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7.2 Data Interpretation

7.2.1 Chi-square
7.2.1.1 Chi-square Test to Find Amount of Time Spent Watching TV Daily Ho: There are no significant differences in time spent in watching TV daily Ha: There are significant differences in time spent in watching TV daily
Descriptive Statistics N Specifies the times spent by the respondent watching TV 150 Mean 2.08 Std. Deviation .799 Minimum 1 Maximum 4
Table 7.1 Descriptive Analysis on Time Spent by Respondents Watching TV Daily

Observed N Less than 1 hour 1-2 hours 3-4 hours More than 4 hours Total 35 75 33 7 150 Expected N 37.5 37.5 37.5 37.5 Residual -2.5 37.5 -4.5 -30.5
Table 7.2 Frequency of Time Spent by Respondents Watching TV Daily

Test Statistics Specifies the times spent by the respondent watching TV Chi-Square Df Asymp. Sig. 63.013 3 .000
a
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 37.5.
Table 7.3 Chi-square Test for Time Spent by Respondents Watching TV Daily
From the above table, it is observed that the p value is 0.00 which is less than 0.05. Thus we reject Ho. This means there are significant differences in time spent by respondents in watching TV daily. Most of the respondents watch around 1-2 hours of television every day.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.1.2 Chi-square Test to Find the Attitude towards Watching Advertisements Ho: There are no significant differences in the attitude towards watching advertisements Ha: There are significant differences in the attitude towards watching advertisements
Descriptive Statistics N Specifies the attitude of the respondent towards watching advertisements 150 1.72 .812 1 3 Mean Std. Deviation Minimum
63
Maximum
Table 7.4 Descriptive Analysis on Attitude towards Watching Advertisements

Observed N I surf the channel when advertisements are aired I watch the advertisements because they are aired I consciously watch advertisements Total 76 Expected N 50.0 Residual 26.0
40 34 150
50.0 50.0
-10.0 -16.0
Table 7.5 Frequency of Attitude towards Watching Advertisements

Test Statistics Specifies the attitude of the respondent towards watching advertisements Chi-Square Df Asymp. Sig. 20.640 2 .000
a
Table 7.6 Chi-square Test for Attitude towards Watching Advertisements
From the above table, it is observed that the p value is 0.00 which is less than 0.05. Thus we reject Ho. This means there are significant differences in attitude towards watching advertisements. Most of the respondents surf the channel when advertisements are being aired.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.1.3 Chi-square Test to Find the Advertisement Viewing Habit Ho: There are no significant differences in the advertisement viewing habits Ha: There are significant differences in the advertisement viewing habits
Descriptive Statistics
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Mean
Std. Deviation
Minimum
Maximum
Specifies the advertisement viewing habit of the respondent
150
2.20
.579
Table 7.7 Descriptive Analysis on Advertisement Viewing Habit
Observed N I have never watched a complete advertisement If at all I see an advertisement, I watch it completely It does not matter to me if an advertisement is being aired Total 13 94 43 150
Expected N 50.0 50.0 50.0
Residual -37.0 44.0 -7.0
Table 7.8 Frequency of Advertisements Viewing Habit

Test Statistics Specifies the advertisement viewing habit of the respondent Chi-Square Df Asymp. Sig. 67.080 2 .000
a
Table 7.9 Chi-square Test for Advertisements Viewing Habit
From the above table, it is observed that the p value is 0.00 which is less than 0.05. Thus we reject Ho. This means there are significant differences in the advertisements viewing habit. Most of the respondents watch the complete ad, if at all they see an ad.
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7.2.2 t-test
7.2.2.1 Attitude towards Advertisements
One-Sample Statistics
Mean
Std. Deviation
Std. Error Mean
Statement1
Specifies whether the respondents finds advertisements to be dull
150
2.61
.834
.068
Statement2
Specifies whether the respondents finds advertisements to be informative
150
3.47
.841
.069
Statement3
Specifies whether the respondent feels that ads are a good way to be updated about the latest market offering
150
3.99
.709
.058
Statement4
Specifies whether the respondent feels that ads are a good way to compare products
150
3.23
1.063
.087
Statement5
Specifies whether the respondent finds ads to be a good medium to raise social awareness
150
3.76
.953
.078
Statement6
Specifies whether the respondent finds ads to be unnecessary
150
2.43
.972
.079
Statement7
Specifies whether the respondent finds ad jingles to be a good source of mobile ringtones
150
3.02
1.065
.087
Statement8
Specifies whether the respondent feels that ads can only be watched once
150
2.69
1.003
.082
Statement9
Specifies whether the respondent feels that ads are not a good way to follow their favourite celebrity
150
3.28
1.017
.083
Statement10 Specifies whether the respondent wouldnt mind paying a bit extra so as to avoid watching ads
150
2.75
1.100
.090
Table 7.10 Mean on Attitude towards Advertisements
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One-Sample Test
Test Value = 4 90% Confidence T df Sig. (2tailed) Mean Difference Interval of the Difference Lower Upper
Statement1
Specifies whether the respondents finds advertisements to be dull
-20.370 149
.000
-1.387
-1.50
-1.27
Statement2
Specifies whether the respondents finds advertisements to be informative
-7.769
149
.000
-.533
-.65
-.42
Statement3
Specifies whether the respondent feels that ads are a good way to be updated about the latest market offering -.115 149 .909 -.007 -.10 .09
Statement4
Specifies whether the respondent feels that ads are a good way to compare products
-8.912
149
.000
-.773
-.92
-.63
Statement5
Specifies whether the respondent finds ads to be a good medium to raise social awareness
-3.084
149
.002
-.240
-.37
-.11
Statement6
Specifies whether the respondent finds ads to be unnecessary
-19.736 149
.000
-1.567
-1.70
-1.44
Statement7
Specifies whether the respondent finds ad jingles to be a good source of ringtones
-11.272 149
.000
-.980
-1.12
-.84
Statement8
Specifies whether the respondent feels that ads can only be watched once
-15.956 149
.000
-1.307
-1.44
-1.17
Statement9
Specifies whether the respondent feels that ads are not a good way to follow their favourite celebrity -8.667 149 .000 -.720 -.86 -.58
Statement10 Specifies whether the respondent wouldnt mind paying a bit extra so as to avoid watching ads -13.951 149 .000 -1.253 -1.40 -1.10
Table 7.11 t test Analysis on Attitude towards Advertisements Nawaf Ghansar Rizvi Institute of Management Studies & Research
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement1:
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Ho: There are no significant differences in respondents agreement towards the statement that advertisements are dull Ha: There are significant differences in respondents agreement towards the statement that advertisements are dull Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider advertisements to be dull.
Statement2: Ho: There are no significant differences in respondents agreement towards the statement that advertisements are informative Ha: There are significant differences in respondents agreement towards the statement that advertisements are informative Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider advertisements to be informative.
Statement3: Ho: There are no significant differences in respondents agreement towards the statement that advertisements are a good way to be updated on the latest market offerings Ha: There are significant differences in respondents agreement towards the statement that advertisements are a good way to be updated on the latest market offerings
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Since the p value is 0.909 which is greater than 0.05, we accept Ho. This means that most of the respondents consider advertisements to be a good way to be updated on the latest market offerings.
Statement4: Ho: There are no significant differences in respondents agreement towards the statement that advertisements are not a good way to compare products Ha: There are significant differences in respondents agreement towards the statement that advertisements are not a good way to compare products Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents consider advertisements to be a good way to compare products.
Statement5: Ho: There are no significant differences in respondents agreement towards the statement that advertisements are a good medium to raise social awareness Ha: There are significant differences in respondents agreement towards the statement that advertisements are a good medium to raise social awareness Since the p value is 0.002 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider advertisements to be a good medium to raise social awareness.
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Ho: There are no significant differences in respondents agreement towards the statement that advertisements are unnecessary Ha: There are significant differences in respondents agreement towards the statement that advertisements are unnecessary Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider advertisements to be unnecessary.
Statement7: Ho: There are no significant differences in respondents agreement towards the statement that advertisements are a good source of mobile ringtones Ha: There are significant differences in respondents agreement towards the statement that advertisements are a good source of mobile ringtones Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider advertisements to be a good source of mobile ringtones.
Statement8: Ho: There are no significant differences in respondents agreement towards the statement that advertisements can be watched only once Ha: There are significant differences in respondents agreement towards the statement that advertisements can be watched only once
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Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents think that ads can be watched more than once.
Statement9: Ho: There are no significant differences in respondents agreement towards the statement that advertisements are not a good way to follow their favourite celebrity Ha: There are significant differences in respondents agreement towards the statement that advertisements are not a good way to follow their favourite celebrity Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents consider advertisements to be a good way to follow their favourite celebrity.
Statement10: Ho: There are no significant differences in respondents agreement towards the statement that they would not mind paying a bit extra if it meant they could avoid watching advertisements Ha: There are significant differences in respondents agreement towards the statement that they would not mind paying a bit extra if it meant they could avoid watching advertisements Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents would mind paying a bit extra even if it meant that they could skip watching advertisements.
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Mean
Std. Deviation
Std. Error Mean
Statement1
Specifies whether the respondent likes to see humorous ads repeatedly
150
3.77
.956
.078
Statement2
Specifies whether the respondent likes to see ads associated with a social cause repeatedly
150
3.42
.853
.070
Statement3
Specifies whether the respondent likes to see ads having a good jingle repeatedly
150
3.43
1.006
.082
Statement4
Specifies whether the respondent likes to see ads starring their favourite celebrity repeatedly
150
2.85
1.230
.100
Statement5
Specifies whether the respondent likes to see ads of brands which interest them repeatedly
150
3.52
1.034
.084
Statement6
Specifies whether the respondent likes to see informative ads repeatedly
150
3.79
.929
.076
Statement7
Specifies whether the respondent likes to see emotional ads repeatedly
150
3.57
1.077
.088
Statement8
Specifies whether the respondent likes to see creative ads repeatedly
150
4.16
.935
.076
Statement9
Specifies whether the respondent likes to see ads that have stunts performed in it repeatedly
150
3.03
1.204
.098
Statement10 Specifies whether the respondent likes to see ads of preferred brands repeatedly
150
3.50
1.085
.089
Table 7.12 - Mean on Advertisement Preference for Repeat Viewing
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One-Sample Test
Test Value = 4 90% Confidence Sig. (2tailed) Mean Difference Interval of the Difference Lower Upper
Df
Statement1 Specifies whether the respondent likes to see humorous ads repeatedly Statement2 Specifies whether the respondent likes to see ads associated with a social cause repeatedly Statement3 Specifies whether the respondent likes to see ads having a good jingle Statement4 Specifies whether the respondent likes to see ads starring their favourite celebrity repeatedly Statement5 Specifies whether the respondent likes to see ads of brands which interest them repeatedly Statement6 Specifies whether the respondent likes to see informative ads repeatedly Statement7 Specifies whether the respondent likes to see emotional ads repeatedly Statement8 Specifies whether the respondent likes to see creative ads repeatedly Statement9 Specifies whether the respondent likes to see ads that have stunts performed in it repeatedly Statement10 Specifies whether the respondent likes to see ads of preferred brands repeat
-2.903
149
.004
-.227
-.36
-.10
-8.323
149
.000
-.580
-.70
-.46
-6.982
149
.000
-.573
-.71
-.44
-11.483
149
.000
-1.153
-1.32
-.99
-5.683
149
.000
-.480
-.62
-.34
-2.725
149
.007
-.207
-.33
-.08
-4.854
149
.000
-.427
-.57
-.28
2.097
149
.038
.160
.03
.29
-9.903
149
.000
-.973
-1.14
-.81
-5.642
149
.000
-.500
-.65
-.35
Table 7.13 - t test Analysis on Advertisement Preference for Repeat Viewing Nawaf Ghansar Rizvi Institute of Management Studies & Research
73
Ho: There are no significant differences in the level of agreement for watching ads repeatedly which are humorous Ha: There are significant differences in the level of agreement for watching ads repeatedly which are humorous Since the p value is 0.004 which is less than 0.05, we reject Ho. This means that most respondents dont like watching humorous ads repeatedly.
Statement2: Ho: There are no significant differences in the level of agreement for watching ads repeatedly which are associated with a social cause Ha: There are significant differences in the level of agreement for watching ads repeatedly which are associated with a social cause Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents dont like watching ads associated with a social cause repeatedly.
Statement3: Ho: There are no significant differences in the level of agreement for watching ads repeatedly which have a good jingle Ha: There are significant differences in the level of agreement for watching ads repeatedly which have a good jingle Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents dont like watching ads having a good jingle repeatedly. Nawaf Ghansar Rizvi Institute of Management Studies & Research
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Ho: There are no significant differences in the level of agreement for watching ads repeatedly which star their favourite celebrity Ha: There are significant differences in the level of agreement for watching ads repeatedly which star their favourite celebrity Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents dont like watching ads which star their favourite celebrity repeatedly.
Statement5: Ho: There are no significant differences in the level of agreement for watching ads repeatedly of brands that interest them Ha: There are significant differences in the level of agreement for watching ads repeatedly of brands that interest them Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents dont like watching ads repeatedly even if it is of brands that interest them.
Statement6: Ho: There are no significant differences in the level of agreement for watching ads repeatedly which are informative Ha: There are significant differences in the level of agreement for watching ads repeatedly of which are informative Since the p value is 0.007 which is less than 0.05, we reject Ho. This means that most respondents dont like watching ads repeatedly even if they are informative. Nawaf Ghansar Rizvi Institute of Management Studies & Research
75
Ho: There are no significant differences in the level of agreement for watching ads repeatedly which try to connect emotionally with the consumer Ha: There are significant differences in the level of agreement for watching ads repeatedly of which try to connect emotionally with the consumer Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents dont like watching ads repeatedly even if they connect to them emotionally.
Statement8: Ho: There are no significant differences in the level of agreement for watching ads repeatedly which are creative Ha: There are significant differences in the level of agreement for watching ads repeatedly of which are creative Since the p value is 0.038 which is less than 0.05, we reject Ho. The mean value is greater than 4, thus we conclude that overall there are a large number of people who like to see creative ads repeatedly. But their number is not significantly more.
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Ho: There are no significant differences in the level of agreement for watching ads repeatedly which have stunts performed in them Ha: There are significant differences in the level of agreement for watching ads repeatedly of which have stunts performed in them Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents dont like watching ads repeatedly even if they have stunts performed in them.
Statement10: Ho: There are no significant differences in the level of agreement for watching ads repeatedly of their preferred brand Ha: There are significant differences in the level of agreement for watching ads repeatedly of their preferred brand Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents dont like watching ads repeatedly even if they are of their preferred brand.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.2.3 Impact of Social Cause Related Advertisements
77
Mean
Std. Deviation
Std. Error Mean
Statement1 Specifies whether the social cause related advertisement makes the respondent actively participate in the social cause Statement2 Specifies whether the social cause related advertisement does not motivate the respondent to get socially involved Statement3 Specifies whether the social cause related advertisement motivates the respondent to involve others Statement4 Specifies whether the social cause does not make the respondent socially aware Statement5 Specifies whether the social cause related advertisement makes the respondent look it up online
150
3.11
.913
.075
150
2.64
.943
.077
150
3.24
1.001
.082
150
2.25
.914
.075
150
3.14
1.004
.082
Statement6 Specifies whether the respondent discusses about the social cause 150 Statement7 Specifies whether the social cause related advertisement makes the respondent give voice to the cause by writing about it on blogging or social networking websites Statement8 Specifies whether the social cause related advertisement does not make the respondent consider the brand as a part of their purchase decision Statement9 Specifies whether the social cause related advertisement makes the respondent not to recommend the brand for purchase by others 150 150
3.34
.961
.078
2.69
1.129
.092
2.81
.965
.079
150
2.77
1.039
.085
Table 7.14 Mean on Impact of Social Cause Related Advertisements
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One-Sample Test
df
Statement1 Specifies whether the cause related ad makes the respondent actively participate in the social cause Statement2 Specifies whether the social cause related ad does not motivate the respondent to get socially involved Statement3 Specifies whether the cause related ad motivates the respondent to involve others Statement4 Specifies whether the social cause does not make the respondent socially aware Statement5 Specifies whether the cause related ad makes the respondent look it up online Statement6 Specifies whether the respondent discusses about the social cause Statement7 Specifies whether the cause related ad makes the respondent give voice to the cause by writing about it on blogging or social networking websites Statement8 Specifies whether the cause related ad does not make the respondent consider the brand -15.060 as a part of their purchase decision Statement9 Specifies whether the social cause related ad makes the respondent not to recommend -14.539 the brand for purchase by others 149 .000 -1.233 -1.37 -1.09 149 .000 -1.187 -1.32 -1.06 -14.176 149 .000 -1.307 -1.46 -1.15 -17.659 149 .000 -1.360 -1.49 -1.23 -11.979 149 .000 -.893 -1.02 -.77
-9.297
149
.000
-.760
-.90
-.62
-23.415
149
.000
-1.747
-1.87
-1.62
-10.496
149
.000
-.860
-1.00
-.72
-8.410
149
.000
-.660
-.79
-.53
Table 7.15 t test Analysis on Impact of Social Cause Related Advertisements
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Ho: There are no significant differences in the level of agreement for the statement that social cause related ads make them actively participate in the social cause Ha: There are significant differences in the level of agreement for the statement that social cause related ads make them actively participate in the social cause Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents, social cause related ads dont make them actively participate in social causes.
Statement2: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads do not motivate them to get socially involved Ha: There are significant differences in the level of agreement for the statement that social cause related ads do not motivate them to get socially involved Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents, social cause related ads motivate them to get socially involved.
Statement3: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads motivates them to involve others Ha: There are significant differences in the level of agreement for the statement that social cause related ads motivates them to involve others Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents, social cause related ads dont motivate them to involve others. Nawaf Ghansar Rizvi Institute of Management Studies & Research
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Ho: There are no significant differences in the level of agreement for the statement that social cause related ads do not make them socially aware Ha: There are significant differences in the level of agreement for the statement that social cause related ads do not make them socially aware Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents, social cause related ads do make them socially aware.
Statement5: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads make them look it up online Ha: There are significant differences in the level of agreement for the statement that social cause related ads make them look it up online Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents, social cause related ads do not make them look it up online.
Statement6: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads, make them discuss it with their friends and colleagues Ha: There are significant differences in the level of agreement for the statement that social cause related ads, make them discuss it with their friends and colleagues Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents, social cause related ads make them discuss with their friends and colleagues. Nawaf Ghansar Rizvi Institute of Management Studies & Research
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Ho: There are no significant differences in the level of agreement for the statement that social cause related ads, makes them give voice to the cause by writing about it Ha: There are significant differences in the level of agreement for the statement that social cause related ads, makes them give voice to the cause by writing about it Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents social cause related ads, makes them give voice to the cause by writing about it.
Statement8: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads, stops them from considering the brand as part of their purchase Ha: There are significant differences in the level of agreement for the statement that social cause related ads, stops them from considering the brand as part of their purchase Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents social cause related ads, make them consider the brand during purchase.
Statement9: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads, stops them from recommending the brand for purchase by others Ha: There are significant differences in the level of agreement for the statement that social cause related ads, stops them from recommending the brand for purchase by others Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents social cause related ads, makes them recommend the brand for purchase.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.2.3 Features of Social Ads that can be Re-called
82
Mean
Std. Deviation
Std. Error Mean
Statement1 Specifies whether the respondent can recall the brand and the cause it is associated with Statement2 Specifies whether the respondent can recall the social message after having seen the social ad Statement3 Specifies whether the respondent can recall the celebrity used after having seen the social ad Statement4 Specifies whether the respondent can recall the jingles in the ad after having seen the social ad
150
3.51
.946
.077
150
3.81
.775
.063
150
3.35
.955
.078
150
3.46
1.078
.088
Table 7.16 Mean on Features of Social Ads that can be Re-called

One-Sample Test
Df
Statement1 Specifies whether respondent can recall the brand and the cause it is associated with Statement2 Specifies whether respondent can recall social message after having seen the ad Statement3 Specifies whether respondent can recall the celebrity used after having seen the ad Statement4 Specifies whether the respondent can recall the jingles in the ad after having seen the social ad
-6.298
149
.000
-.487
-.61
-.36
-3.057
149
.003
-.193
-.30
-.09
-8.376
149
.000
-.653
-.78
-.52
-6.133
149
.000
-.540
-.69
-.39
Table 7.17 t test Analysis on Features of Social Ads that can be Re-called
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Ho: There are no significant differences in the level of agreement for the statement that people can recall the brand and the cause they are associated with after seeing the social advertisement Ha: There are significant differences in the level of agreement for the statement that people can recall the brand and the cause they are associated with after seeing the social advertisement Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents cannot recall the brand and the cause they are associated with after seeing the social cause related advertisement.
Statement2: Ho: There are no significant differences in the level of agreement for the statement that people can remember the social message after seeing the social cause related advertisement Ha: There are significant differences in the level of agreement for the statement that people can remember the social message after seeing the social cause related advertisement Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents cannot remember the social message after seeing the social cause related advertisement.
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Ho: There are no significant differences in the level of agreement for the statement that people can remember the celebrity used in the social cause related advertisement Ha: There are significant differences in the level of agreement for the statement that people can remember the celebrity used in the social cause related advertisement Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents cannot remember the celebrity in the ad after seeing the social cause related advertisement.
Statement4: Ho: There are no significant differences in the level of agreement for the statement that people can remember the jingles in the ad after seeing the cause related advertisement Ha: There are significant differences in the level of agreement for the statement that people can remember the jingles in the ad after seeing the cause related advertisement Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents cannot remember the jingles used in the advertisements even after seeing the social cause related advertisement.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.2.4 Attitude towards Brands that get into Social Cause Related Advertisements
85
Mean
Std. Deviation
Std. Error Mean
Statement1 Specifies whether the respondent considers brands that do cause related advertisements as socially responsible brands Statement2 Specifies whether the respondent is having no effect on the perception of the brand after seeing the social cause related advertisements Statement3 Specifies whether the respondent can keep seeing advertisements which convey a social cause Statement4 Specifies whether the ads that convey a social cause have little impact on the minds of the respondent Statement5 Specifies whether the respondent avoids buying products of brands that do social cause related advertisements Statement6 Specifies whether the respondent wouldnt mind paying a premium for a product of a brand that generates social awareness through its advertisements Statement7 Specifies whether the respondent would associate with a brand for a long time if it conveys social message in its advertisements
150
3.25
.919
.075
150
3.02
.973
.079
150
3.16
1.043
.085
150
2.96
1.080
.088
150
2.46
1.085
.089
150
3.15
1.021
.083
150
3.16
.984
.080
Table 7.18 Mean on Attitude towards Brands that get into Social Cause Related Ads
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One-Sample Test
df
Statement1 Specifies whether the respondent considers brands that do cause related advertisements as socially responsible brands Statement2 Specifies whether the respondent is having no effect on the perception of the brand after seeing the social cause related ads Statement3 Specifies whether the respondent can keep seeing ads which convey a social cause Statement4 Specifies whether the ads that convey a social cause have little impact on the minds of -11.795 the respondent Statement5 Specifies whether the respondent avoids buying products of brands that do social cause related advertisements Statement6 Specifies whether the respondent wouldnt mind paying a premium for a product of a brand that generates social awareness through its advertisements Statement7 Specifies whether the respondent would associate with a brand for a long time if it conveys social message in its ads -10.459 149 .000 -.840 -.97 -.71 -10.151 149 .000 -.847 -.98 -.71 -17.391 149 .000 -1.540 -1.69 -1.39 149 .000 -1.040 -1.19 -.89 -12.341 149 .000 -.980 -1.11 -.85 -10.038 149 .000 -.753 -.88 -.63
-9.862
149
.000
-.840
-.98
-.70
Table 7.19 t test Analysis on Attitude towards Brands that get into Cause Related Ads
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Ho: There are no significant differences in the level of agreement for the statement that brands that get into social cause related ads are socially responsible brands Ha: There are significant differences in the level of agreement for the statement that brands that get into social cause related ads are socially responsible brands Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents do not consider brands that get into social ads as socially responsible brands.
Statement2: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads have no effect on the perception of the brand Ha: There are significant differences in the level of agreement for the statement that social cause related ads have no effect on the perception of the brand Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents, social cause related ads have an effect on the perception of the brand.
Statement3: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads can be watched repeatedly Ha: There are significant differences in the level of agreement for the statement that social cause related ads can be watched repeatedly Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents cannot watch cause related ads repeatedly. Nawaf Ghansar Rizvi Institute of Management Studies & Research
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Ho: There are no significant differences in the level of agreement for the statement that social cause related ads have little impact on their mind Ha: There are significant differences in the level of agreement for the statement that social cause related ads have little impact on their mind Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most respondents, social cause related ads have an impact on the minds of the consumer.
Statement5: Ho: There are no significant differences in the level of agreement for the statement that people avoid buying products of brands that get into social cause related advertisements Ha: There are significant differences in the level of agreement for the statement that people avoid buying products of brands that get into social cause related advertisements Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents do not mind buying products of brands that get into social advertisements.
Statement6: Ho: There are no significant differences in the level of agreement for the statement that people wouldnt mind paying a premium for a brand that get into social cause related ads Ha: There are significant differences in the level of agreement for the statement that people avoid buying products of brands that get into social cause related advertisements Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents would mind paying a premium for a brand that gets into social advertisements. Nawaf Ghansar Rizvi Institute of Management Studies & Research
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Ho: There are no significant differences in the level of agreement for the statement that people would associate themselves with the brand that gets into social cause related advertisements on a long term basis Ha: There are significant differences in the level of agreement for the statement that people would associate themselves with the brand that gets into social cause related advertisements on a long term basis Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most respondents wouldnt associate themselves with a brand that gets into cause related advertisements on a long term basis.
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7.2.3 Anova
7.2.3.1 Factors that make Respondents Watch a Complete Advertisement Ho: There are no significant differences in factors that would make a respondent watch an entire advertisement Ha: There are significant differences in factors that would make a respondent watch an entire advertisement
Homogeneous Subsets
VAR 00001 10 7 9 12 4 13 15 14 1 6 16 3 2 11 5 8 Sig. N 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 .156 .057 .209 .240 .134 .134 .209 1 3.21 3.23 3.33 3.41 3.47 3.49 3.49 3.55 3.23 3.33 3.41 3.47 3.49 3.49 3.55 3.61 3.33 3.41 3.47 3.49 3.49 3.55 3.61 3.65 3.41 3.47 3.49 3.49 3.55 3.61 3.65 3.71 3.73 3.47 3.49 3.49 3.55 3.61 3.65 3.71 3.73 3.82 3.55 3.61 3.65 3.71 3.73 3.82 3.89 3.82 3.89 4.15 4.15 4.34 .941 2 3 Subset for alpha = 0.05 4 5 6 7 8
Means for groups in homogeneous subsets are displayed.
Table 7.20 Tukey test on Parameters for Watching an Entire Ad
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ANOVA Sum of Squares Between Groups Within Groups Total 217.530 2248.687 2466.216 Df 15 2384 2399 Mean Square 14.502 .943 F 15.375 Sig. .000
Table 7.21 Anova Analysis on Parameters for Watching an Entire Ad
Reject Ho, i.e. there are significant differences between factors that would make a respondent watch an entire ad without changing the channel since the degree of significance is 0.000 which is lesser than 0.05. Also it is observed that humour in an ad or an ad starring the respondents favourite celebrity are the most important parameters in what would make them watch the advertisement without having to change the channel. The least important parameters are the duration of the ad or the ad of the respondents preferred brand.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.3.2 Factors that make Respondents Remember an Advertisement Ho: There are no significant differences in factors that make a respondent remember an ad Ha: There are significant differences in the factors that make a respondent remember an ad
ANOVA Sum of Squares Between Groups Within Groups Total 337.913 1719.087 2056.999 df 9 1490 1499 Mean Square 37.546 1.154 F 32.542 Sig. .000
92
Table 7.22 Anova Analysis on Parameters that Recall an Ad
Homogeneous Subsets
VAR 00001 5 9 10 6 8 7 4 1 3 2 Sig. N 150 150 150 150 150 150 150 150 150 150 .975 .530 .530 1 2.81 2.84 2.93 2.93 2.96 3.47 3.55 3.73 3.73 3.99 3.99 4.13 .982 Subset for alpha = 0.05 2 3 4
Table 7.23 Tukey test on Parameters that Recall an Ad
Reject Ho, i.e. there are significant differences between factors that would make a respondent remember the ad since the degree of significance is 0.000 which is lesser than 0.05. Also it is observed that humour in an ad is the most important parameters that would make people remember the ad. The least important parameter is vagueness of the ad.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.3.3 Likeability towards Various Cause Related Ad Campaigns Ho: There are no significant differences in likeability to various cause related ad campaigns Ha: There are significant differences in likeability to various cause related ad campaigns
ANOVA
93
Sum of Squares
df
Mean Square
Sig.
Between Groups Within Groups Total
427.379 8930.100 9357.479
7 1192 1199
61.054 7.492
8.150
.000
Table 7.24 Anova Analysis on Likeability towards Various Cause Related Ad Campaigns
Homogeneous Subsets
Subset for alpha = 0.05 VAR00001 1 6 2 3 8 7 4 5 Sig. N 150 150 150 150 150 150 150 150 .236 .112 1 5.92 6.61 6.61 6.83 6.95 6.99 7.24 7.39 7.24 7.39 8.05 .083 2 3
Table 7.25 - Tukey test on Likeability towards Various Cause Related Ad Campaigns
Reject Ho, i.e. there are significant differences between likeability of various cause related ad campaigns since the degree of significance is 0.000 which is lesser than 0.05. Also it is observed that the Jaago Re campaign is the most liked cause related ad campaign. The least liked ad campaign is the Nanhi Kali campaign.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.3.4 Impact on purchase of Various Cause Related Ad Campaigns Ho: There are no significant differences on impact of purchase of various cause related ads Ha: There are significant differences on impact of purchase of various cause related ads
ANOVA
94
Sum of Squares
df
Mean Square
Sig.
Between Groups Within Groups Total
427.379 8930.100 9357.479
7 1192 1199
61.054 7.492
8.150
.000
Table 7.26 Anova Analysis on Impact on Purchase of Various Cause Related Ads
Homogeneous Subsets
Subset for alpha = 0.05 VAR00001 1 6 8 7 2 3 4 5 Sig. Means for groups in homogeneous subsets are displayed. N 150 150 150 150 150 150 150 150 .085 1 4.35 4.39 5.17 5.25 5.17 5.25 5.46 5.65 5.93 6.04 .111 2
Table 7.27 - Tukey test on Impact on Purchase of Various Cause Related Ads
Reject Ho, i.e. there are no significant differences between various cause related ad campaigns having an impact on purchase since the degree of significance is 0.000 which is lesser than 0.05. Also it is observed that the Jaago Re campaign is the having the most impact on purchase. The Nanhi Kali ad campaign has the least impact on purchase.
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7.2.4 Factor Analysis

Rotated Component Matrix
a
Component 1 Specifies whether the respondent feels that the ads of a brand that convey a social message are not important Specifies whether the respondent feels that more brands should get into social cause related advertisements Specifies whether the respondent feels that there is no difference between social ads and any other ads Specifies whether the respondent takes less interest in watching an ad of a brand that conveys a social cause Specifies whether the respondent doesnt like ads of a brand that convey a social message Specifies whether the respondent doesnt mind watching ads of a brand that convey a social message more than once Specifies whether the respondent discusses ads that convey a social message with colleague Specifies whether the respondent does not recommend family and friends to watch ads of brands that convey a social message Specifies whether the respondent writes about ads that convey a social message on social networking websites Specifies whether the respondent feels that social ads are a good tool to increase social awareness Specifies whether the respondent changes the channel when social ads are being aired on television Specifies whether the respondent feels that brands should not get into social cause related advertisements Specifies whether the respondent feels that social cause related advertisements are tacky Specifies whether the respondent feels that social cause related advertisements should not be aired on all channels Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations. .745 2 .195 3 4
-.073 -.031
-.122 -.060
.103
.733
.776
.175
.012
-.218
.539
.444
-.245
.098
.615
.529
.062
-.205
-.351
.106
.659
.301
.154
-.183
.844
.091
.520
.452
-.295
.026
.429
-.008
.155
.663
-.284 -.104
.084
.603
.391
.467
-.482 -.160
.026
.762
-.099 -.063
.271
.770
.081
-.198
.341
.720
-.167
.067
Table 7.28 Factor Analysis on Attitude towards Social Advertisements
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From the above table, four types of respondent groups come out. First group of respondents are those who do not watch cause related advertisements. Second group of respondents are those who do not believe in the concept of cause related advertisements. Third group of respondents are those who watch cause related advertisements. Finally, the fourth group of respondents are those who believe in cause related advertisements.
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7.2.5 Two-way Anova with Replication

7.2.5.1 Two-way Anova with Replication for Age & Gender with Attitude towards Cause Related Marketing 7.2.5.1.1 Cause Related Ads help in Remembering the Ad
Descriptive Statistics Gender Age Group 21 years - 30 years 31 years - 40 years Male 41 years - 50 years Total 21 years - 30 years 31 years - 40 years Female 41 years - 50 years Total 21 years - 30 years 31 years - 40 years Total 41 years - 50 years Total 3.73 3.47 1.048 1.060 30 150 3.80 3.63 3.41 3.38 1.082 1.059 1.036 1.114 15 62 83 37 3.67 3.35 3.48 3.68 1.047 1.051 1.122 .995 15 88 25 22 Mean 3.38 2.93 Std. Deviation 1.006 1.163 N 58 15
Table 7.29 Descriptive Statistics with Dependent Variable as Cause Related Ad in Recall
Ho1: There are no significant differences in preference to social cause related ad recall across gender of the respondents Ho2: There are no significant differences in preference to social cause related ad recall across age group of the respondents Ho3: There are no significant differences in preference to social cause related ad recall across gender and age group of the respondents
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Tests of Between-Subjects Effects Source Corrected Model Intercept Gender AgeGroup Gender * AgeGroup Error Total Corrected Total Type III Sum of Squares 7.999
a
Df 5 1 1 2 2 144 150 149
Mean Square 1.600 1448.750 3.189 1.566 1.340 1.106
F 1.446 1309.321 2.882 1.415 1.211
Sig. .211 .000 .092 .246 .301
1448.750 3.189 3.131 2.680 159.335 1970.000 167.333
a. R Squared = .048 (Adjusted R Squared = .015)
Table 7.30 2 Way Anova with Dependent Variable as Cause Related Ad in Recall
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference to recall of social ads across gender of the respondent.
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference to recall of social ads across age group of the respondent.
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference to recall of social ads due to the interaction between the gender and age group of the respondent.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.1.2 Cause Related Ads can be Watched Repeatedly
Descriptive Statistics Gender Age Group 21 years - 30 years 31 years - 40 years Male 41 years - 50 years Total 21 years - 30 years 31 years - 40 years Female 41 years - 50 years Total 21 years - 30 years 31 years - 40 years Total 41 years - 50 years Total 3.80 3.42 .664 .853 30 150 3.87 3.60 3.17 3.68 .516 .712 .895 .709 15 62 83 37 3.73 3.30 3.36 3.68 .799 .924 .860 .568 15 88 25 22 Mean 3.09 3.67 Std. Deviation .904 .900 N 58 15
99
Table 7.31 Descriptive Statistics with Dependent Variable as Social Ads Repeat Viewing
Ho1: There are no significant differences in preference to watching social cause related ads repeatedly across gender of the respondents Ho2: There are no significant differences in preference to watching social cause related ads repeatedly across age group of the respondents Ho3: There are no significant differences in preference to watching social cause related ads repeatedly across gender and age group of the respondents
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Tests of Between-Subjects Effects Source Corrected Model Intercept Gender AgeGroup Gender * AgeGroup Error Total Corrected Total Type III Sum of Squares 13.438
a
df 5 1 1 2 2 144 150 149
Mean Square 2.688 1512.187 .589 4.507 .206 .660
F 4.070 2289.706 .892 6.825 .311
Sig. .002 .000 .347 .001 .733
1512.187 .589 9.015 .411 95.102 1863.000 108.540
Table 7.32 2 Way Anova with Dependent Variable as Social Ads Repeat Viewing
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference to watching social ads repeatedly across gender of the respondent.
Hypothesis2: Since the p value for age group is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in preference to watching social ads repeatedly across age group of the respondent.
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference to watching social ads repeatedly due to the interaction of the gender and age group of the respondent.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.2 Two-way Anova with Replication for Age & Income with Attitude towards Cause Related Marketing 7.2.5.2.1 Dislike towards Brands that get into Social Cause Related Ads
Descriptive Statistics Age Group Monthly Household Income Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 21 years - 30 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 31 years - 40 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 41 years - 50 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 Total Greater than Rs. 50000 Total 2.65 2.41 1.040 .963 55 150 3.07 2.43 2.36 2.22 .961 .971 .870 .902 15 30 28 67 2.12 2.38 2.00 1.77 1.126 .982 .000 .439 8 37 2 13 2.59 2.41 1.80 2.58 1.012 .963 .837 .929 32 83 5 24 Mean 2.52 2.13 Std. Deviation .873 .937 N 21 30
101
Table 7.33 Descriptive Statistics with Dependent Variable as Dislike to Social Ads
Ho1: There are no significant differences in dislike towards social cause related advertisements across age group of the respondents Ho2: There are no significant differences in dislike towards social cause related advertisements across income group of the respondents Ho3: There are no significant differences in dislike towards social cause related advertisements across age and income groups of the respondents
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Tests of Between-Subjects Effects Source Corrected Model Intercept AgeGroup IncomeGroup AgeGroup * IncomeGroup Error Total Corrected Total Type III Sum of Squares 19.020
a
Df 8 1 2 2 4 141 150 149
Mean Square 2.378 377.884 .616 2.536 3.309 .845
F 2.813 447.095 .728 3.000 3.915
Sig. .006 .000 .485 .053 .005
377.884 1.231 5.071 13.236 119.173 1007.000 138.193
Table 7.34 2 Way Anova with Dependent Variable as Dislike to Social Ads
Hypothesis1: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in dislike towards cause related ads across age group of the respondent.
Hypothesis2: Since the p value for income group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in dislike towards cause related ads across income group of the respondent.
Hypothesis3: Since the p value for the interaction between age group and income group is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in dislike towards cause related ads due to the interaction of the age group and income group of the respondent.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.2.2 Disagreement towards Brands getting into Social Cause Related Ads
Descriptive Statistics Age Group Monthly Household Income Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 21 years - 30 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 31 years - 40 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 41 years - 50 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 Total Greater than Rs. 50000 Total 2.53 2.42 1.200 1.070 55 150 3.13 2.57 2.43 2.33 1.356 1.223 1.069 .960 15 30 28 67 2.12 2.51 2.00 2.00 1.126 .901 .000 .816 8 37 2 13 2.34 2.33 3.00 2.54 1.066 1.083 1.000 .779 32 83 5 24 Mean 2.33 2.30 Std. Deviation 1.111 1.119 N 21 30
103
Table 7.35 Descriptive Statistics with Dependent Variable as Disagreement towards Brands getting into Social Ads
Ho1: There are no significant differences in disagreement towards brands getting into social cause related advertisements across age group of the respondents Ho2: There are no significant differences in disagreement towards brands getting into social cause related advertisements across income group of the respondents Ho3: There are no significant differences in disagreement towards brands getting into social cause related advertisements across age and income groups of the respondents
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a
Df 8 1 2 2 4 141 150 149
Mean Square 1.723 422.502 .497 .791 2.607 1.112
F 1.550 380.045 .447 .712 2.345
Sig. .145 .000 .641 .492 .058
422.502 .993 1.583 10.428 156.752 1049.000 170.540
Table 7.36 2 Way Anova with Dependent Variable as Disagreement towards Brands getting into Social Ads Hypothesis1: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement towards brands getting into social cause related advertisements across age group of the respondent.
Hypothesis2: Since the p value for income group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement towards brands getting into social cause related advertisements across income group of the respondent.
Hypothesis3: Since the p value for the interaction between age group and income group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement towards brands getting into social cause related advertisements due to the interaction of the age group and income group of the respondent.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.2.3 Disagreement towards Social Cause Related Ads Motivating to get Socially Involved
Descriptive Statistics Age Group Monthly Household Income Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 21 years - 30 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 31 years - 40 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 41 years - 50 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 Total Greater than Rs. 50000 Total 2.85 2.64 .951 .943 55 150 3.40 2.83 2.64 2.46 .986 1.085 .989 .893 15 30 28 67 2.38 2.68 2.00 2.31 1.061 .915 .000 .947 8 37 2 13 2.72 2.55 2.60 2.79 .813 .901 .548 .932 32 83 5 24 Mean 2.71 2.27 Std. Deviation 1.102 .785 N 21 30
105
Table 7.37 Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved
Ho1: There are no significant differences in disagreement towards social cause related ads motivating to get socially involved across age group of the respondents Ho2: There are no significant differences in disagreement towards social cause related ads motivating to get socially involved across income group of the respondents Ho3: There are no significant differences in disagreement towards social cause related ads motivating to get socially involved across age and income groups of the respondents
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a
Df 8 1 2 2 4 141 150 149
Mean Square 2.067 478.447 .005 1.851 2.421 .823
F 2.512 581.442 .006 2.249 2.942
Sig. .014 .000 .994 .109 .023
478.447 .009 3.702 9.684 116.024 1178.000 132.560
Table 7.38 2 Way Anova with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved Hypothesis1: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement towards social advertisements motivating to get socially involved across age group of the respondent.
Hypothesis2: Since the p value for income group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement towards social advertisements motivating to get socially involved across income group of the respondent.
Hypothesis3: Since the p value for the interaction between age group and income group is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in disagreement towards social advertisements motivating to get socially involved due to the interaction of the age group and income group of the respondent.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.2.4 Disagreement towards Social Cause Related Ads influence on purchase decision
Descriptive Statistics Age Group Monthly Household Income Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 21 years - 30 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 31 years - 40 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 41 years - 50 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 Total Greater than Rs. 50000 Total 3.02 2.81 .933 .965 55 150 3.07 2.83 2.82 2.64 .884 .986 .905 .995 15 30 28 67 3.25 2.97 3.50 2.46 1.035 .957 .707 1.050 8 37 2 13 2.94 2.73 2.60 2.96 .948 .964 .548 .999 32 83 5 24 Mean 2.81 2.47 Std. Deviation .981 .937 N 21 30
107
Table 7.39 Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads influence on purchase decision
Ho1: There are no significant differences in disagreement towards social cause related ads influence on purchase decision across age group of the respondents Ho2: There are no significant differences in disagreement towards social cause related ads influence on purchase decision across income group of the respondents Ho3: There are no significant differences in disagreement towards social cause related ads influence on purchase decision across age and income groups of the respondents
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a
df 8 1 2 2 4 141 150 149
Mean Square 1.234 604.578 .682 2.626 .689 .914
F 1.350 661.320 .746 2.872 .753
Sig. .224 .000 .476 .060 .557
604.578 1.363 5.252 2.755 128.902 1326.000 138.773
Table 7.40 2 Way Anova with Dependent Variable as Disagreement towards Social Ads influence on purchase decision Hypothesis1: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement towards social ads influence on purchase across age group of the respondent.
Hypothesis2: Since the p value for income group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement towards social ads influence on purchase across income group of the respondent.
Hypothesis3: Since the p value for the interaction between age group and income group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement towards social ads influence on purchase due to the interaction of the age group and income group of the respondent.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.2.5 Agreement to Pay Premium for Brands that get into Social Ads
Descriptive Statistics Age Group Monthly Household Income Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 21 years - 30 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 31 years - 40 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 41 years - 50 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 Total Greater than Rs. 50000 Total 3.22 3.15 1.013 1.021 55 150 3.60 3.47 3.14 3.10 .986 1.042 .970 1.061 15 30 28 67 3.38 3.22 3.50 3.31 .916 .947 .707 1.182 8 37 2 13 3.00 3.01 3.40 3.13 1.016 1.030 .548 1.035 32 83 5 24 Mean 3.05 3.00 Std. Deviation 1.071 1.050 N 21 30
109
Table 7.41 Descriptive Statistics with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads
Ho1: There are no significant differences in agreement to pay premium for brands that get into social ads across age group of the respondents Ho2: There are no significant differences in agreement to pay premium for brands that get into social ads across income group of the respondents Ho3: There are no significant differences in agreement to pay premium for brands that get into social ads across age and income groups of the respondents
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a
df 8 1 2 2 4 141 150 149
Mean Square .744 767.720 1.681 .444 .148 1.060
F .702 723.966 1.586 .419 .139
Sig. .690 .000 .208 .659 .967
767.720 3.363 .889 .591 149.522 1647.000 155.473
a. R Squared = .038 (Adjusted R Squared = -.016)
Table 7.42 2 Way Anova with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads Hypothesis1: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in agreement to pay premium for brands that get into social ads across age group of the respondent.
Hypothesis2: Since the p value for income group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in agreement to pay premium for brands that get into social ads across income group of the respondent.
Hypothesis3: Since the p value for the interaction between age group and income group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in agreement to pay premium for brands that get into social ads due to the interaction of the age group and income group of the respondent.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.2.6 Agreement to Associate with Brand for a Long Time that gets into Social Ads
Descriptive Statistics Age group Monthly Household Income Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 21 years - 30 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 31 years - 40 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 41 years - 50 years Greater than Rs. 50000 Total Rs. 15000 - Rs. 25000 Rs. 25000 - Rs. 50000 Total Greater than Rs. 50000 Total 2.96 3.16 .922 .984 55 150 3.20 3.47 3.29 3.27 .941 1.008 1.084 .978 15 30 28 67 3.25 3.22 5.00 3.54 1.282 .917 .000 .967 8 37 2 13 2.78 3.02 3.60 3.12 .792 .987 .548 .850 32 83 5 24 Mean 3.05 3.27 Std. Deviation 1.071 1.081 N 21 30
111
Table 7.43 Descriptive Statistics with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads
Ho1: There are no significant differences in agreement to associate with brands for a long time that gets into social ads across age group of the respondents Ho2: There are no significant differences in agreement to associate with brands for a long time that gets into social ads across income group of the respondents Ho3: There are no significant differences in agreement to associate with brands for a long time that gets into social ads across age and income groups of the respondents
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a
df 8 1 2 2 4 141 150 149
Mean Square 1.865 845.638 4.878 3.040 1.570 .917
F 2.034 922.561 5.321 3.317 1.713
Sig. .047 .000 .006 .039 .150
845.638 9.755 6.080 6.280 129.244 1642.000 144.160
Table 7.44 2 Way Anova with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads Hypothesis1: Since the p value for age group is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in agreement to pay premium for brands that get into social ads across age group of the respondent.
Hypothesis2: Since the p value for income group is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in agreement to pay premium for brands that get into social ads across income group of the respondent.
Hypothesis3: Since the p value for the interaction between age group and income group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in agreement to pay premium for brands that get into social ads due to the interaction of the age group and income group of the respondent.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.3 Two-way Anova with Replication for Time Spent Watching TV & Ad Viewing Habit with Attitude towards Cause Related Marketing 7.2.5.3.1 Cause Related Ads help in Remembering the Ad
Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad, I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely Total It does not matter to me if an ad is being aired Total 3.16 3.47 1.022 1.060 3.00 4.00 3.08 3.66 . .816 .954 1.053 1 7 3.88 3.48 3.00 4.40 .991 1.121 . .548 8 3.12 3.39 2.67 3.45 .971 .985 .577 1.184 2.67 3.51 3.40 3.53 1.000 1.197 1.140 .968 9 Mean 3.00 3.95 Std. Deviation 1.155 1.090 N 4
113
22
35 5 45 25 75 3 22
33 1 5
13 94 43 150
Table 7.45 Descriptive Statistics with Dependent Variable as Cause Related Ad in Recall
Nawaf Ghansar
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Ho1: There are no significant differences in preference to social cause related ad recall across time spent watching TV by the respondents Ho2: There are no significant differences in preference to social cause related ad recall across ad viewing habit of the respondents Ho3: There are no significant differences in preference to social cause related ad recall across time spent watching TV and ad viewing habit of the respondents
Tests of Between-Subjects Effects Source Corrected Model Intercept TimeTV AdViewingHabit TimeTV * AdViewingHabit Error Total Corrected Total Type III Sum of Squares 23.143
a
df 11 1 3 2 6 138 150 149
Mean Square 2.104 476.095 .134 4.116 1.921 1.045
F 2.014 455.654 .128 3.939 1.838
Sig. .031 .000 .943 .022 .096
476.095 .401 8.232 11.525 144.191 1970.000 167.333
Table 7.46 2 Way Anova with Dependent Variable as Cause Related Ad in Recall
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Hypothesis1:
115
Since the p value for time spent watching TV is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference to social cause related ad recall across the time spent watching TV by the respondents.
Hypothesis2: Since the p value for ad viewing habit is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in preference to social cause related ad recall across the ad viewing habit of the respondents.
Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference to social cause related ad recall due to the interaction of the time spent watching TV and ad viewing habit of the respondents.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.3.2 Ads Conveying Social Message are not Important
Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad, I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely Total It does not matter to me if an ad is being aired Total 2.30 2.37 1.036 1.019 43 150 2.00 1.71 2.38 2.39 . .488 .870 1.039 1 7 13 94 2.00 2.21 1.00 1.80 1.309 1.166 . .447 8 33 1 5 2.24 2.27 2.33 2.27 .970 .905 .577 1.202 25 75 3 22 2.78 2.86 2.20 2.29 .972 1.033 .837 .895 9 35 5 45 Mean 3.00 2.86 Std. Deviation .816 1.125 N 4 22
116
Table 7.47 Descriptive Statistics with Dependent Variable as Ads Conveying Social Messages are not Important
Ho1: There are no significant differences in perception that brands that do social ads are not important across time spent watching TV by the respondents Ho2: There are no significant differences in perception that brands that do social ads are not important across ad viewing habit of the respondents Ho3: There are no significant differences in perception that brands that do social ads are not important across time spent watching TV and ad viewing habit of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research
117
a
df 11 1 3 2 6 138 150 149
Mean Square 1.296 212.589 3.081 .118 .173 1.019
F 1.272 208.686 3.025 .116 .170
Sig. .247 .000 .032 .891 .984
212.589 9.244 .235 1.040 140.581 995.000 154.833
Table 7.48 2 Way Anova with Dependent Variable as Ads Conveying Social Messages are not Important Hypothesis1: Since the p value for time spent watching TV is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in preference that brands that do social ads are not important across the time spent watching TV by the respondents.
Hypothesis2: Since the p value for ad viewing habit is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference that brands that do social ads are not important across the ad viewing habit of the respondents.
Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference that brands that do social ads are not important due to the interaction of the time spent watching TV and ad viewing habit of the respondents.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.3.3 Agreement towards More Brands getting into Cause Related Ads
Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad, I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely Total It does not matter to me if an ad is being aired Total 3.30 3.45 .803 .832 43 150 2.00 3.57 3.46 3.51 . 1.134 .877 .839 1 7 13 94 3.62 3.67 4.00 3.80 .916 .736 . 1.095 8 33 1 5 3.40 3.43 4.33 3.59 .816 .857 .577 .666 25 75 3 22 2.89 3.26 2.60 3.53 .333 .780 .548 .869 9 35 5 45 Mean 3.75 3.32 Std. Deviation .500 .894 N 4 22
118
Table 7.49 Descriptive Statistics with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads
Ho1: There are no significant differences in perception that more brands should get into cause related ads across time spent watching TV by the respondents Ho2: There are no significant differences in perception that more brands should get into cause related ads across ad viewing habit of the respondents Ho3: There are no significant differences in perception that more brands should get into cause related ads across time spent watching TV and ad viewing habit of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research
119
a
Df 11 1 3 2 6 138 150 149
Mean Square 1.237 494.541 1.826 1.905 1.575 .648
F 1.907 762.776 2.817 2.938 2.429
Sig. .043 .000 .041 .056 .029
494.541 5.479 3.810 9.448 89.471 1885.000 103.073
Table 7.50 2 Way Anova with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads Hypothesis1: Since the p value for time spent watching TV is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in perception that more brands should get into cause related ads across the time spent watching TV by the respondents.
Hypothesis2: Since the p value for ad viewing habit is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in perception that more brands should get into cause related ads across the ad viewing habit of the respondents.
Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in perception that more brands should get into cause related ads due to the interaction of the time spent watching TV and ad viewing habit of the respondents.
Nawaf Ghansar
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.3.4 No Difference between Social Ad or any other Ad
Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad, I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely Total It does not matter to me if an ad is being aired Total 2.47 2.62 .909 .910 43 150 2.00 2.00 2.85 2.66 . .577 .899 .911 1 7 13 94 2.62 2.58 2.00 2.00 .916 .792 . .707 8 33 1 5 2.20 2.45 2.33 2.59 .816 .890 .577 .796 25 75 3 22 3.11 3.14 2.80 2.56 .928 .912 .837 .918 9 35 5 45 Mean 3.50 3.09 Std. Deviation 1.000 .921 N 4 22
120
Table 7.51 Descriptive Statistics with Dependent Variable as No Difference between Social Ads or any other Ads
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Ho1: There are no significant differences in perception that there are no differences in social ads or any other ad across time spent watching TV by the respondents Ho2: There are no significant differences in perception that there are no differences in social ads or any other ad across ad viewing habit of the respondents Ho3: There are no significant differences in perception that there are no differences in social ads or any other ad across time spent watching TV and ad viewing habit of the respondents
a
Df 11 1 3 2 6 138 150 149
Mean Square 1.624 281.405 3.349 .079 .320 .764
F 2.124 368.171 4.381 .104 .419
Sig. .022 .000 .006 .901 .866
281.405 10.046 .159 1.920 105.478 1153.000 123.340
Table 7.52 2 Way Anova with Dependent Variable as No Difference between Social Ad or any other Ad
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Hypothesis1:
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Since the p value for time spent watching TV is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in perception that there are no differences in social ads or any other ad across the time spent watching TV by the respondents.
Hypothesis2: Since the p value for ad viewing habit is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in perception that there are no differences in social ads or any other ad across the ad viewing habit of the respondents.
Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in perception that there are no differences in social ads or any other ad due to the interaction of the time spent watching TV and ad viewing habit of the respondents.
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.3.5 Discuss Cause Related Ads
Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad, I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely Total It does not matter to me if an ad is being aired Total 2.47 2.62 .909 .910 43 150 2.00 2.00 2.85 2.66 . .577 .899 .911 1 7 13 94 2.62 2.58 2.00 2.00 .916 .792 . .707 8 33 1 5 2.20 2.45 2.33 2.59 .816 .890 .577 .796 25 75 3 22 3.11 3.14 2.80 2.56 .928 .912 .837 .918 9 35 5 45 Mean 3.50 3.09 Std. Deviation 1.000 .921 N 4 22
123
Table 7.53 Descriptive Statistics with Dependent Variable as Discussion of Social Ads
Ho1: There are no significant differences in agreement to discuss cause related ads across time spent watching TV by the respondents Ho2: There are no significant differences in agreement to discuss cause related ads across ad viewing habit of the respondents Ho3: There are no significant differences in agreement to discuss cause related ads across time spent watching TV and ad viewing habit of the respondents
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a
df 11 1 3 2 6 138 150 149
Mean Square 1.771 422.570 .864 2.536 1.840 .841
F 2.107 502.636 1.028 3.016 2.189
Sig. .024 .000 .382 .052 .048
422.570 2.593 5.072 11.043 116.018 1769.000 135.500
Table 7.54 2 Way Anova with Dependent Variable as Discussion of Social Ads
Hypothesis1: Since the p value for time spent watching TV is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in agreement to discuss cause related ads across the time spent watching TV by the respondents.
Hypothesis2: Since the p value for ad viewing habit is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in agreement to discuss cause related ads across the ad viewing habit of the respondents.
Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in agreement to discuss cause related ads due to the interaction of the time spent watching TV and ad viewing habit of the respondents.
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Chapter 8 - Suggestions and Recommendations
8.1 Summary of the Analysis

Majority of the respondents spend around 1-2 hours watching television everyday Majority of the respondents surf the channels when advertisements are aired According to the ad viewing habits, maximum respondents if at all watch an advertisement, watch it completely Most of the respondents disagree to the statement that ads are dull The number of respondents who agree to the statement that advertisements are informative are in a minority A majority of the respondents feel that advertisements are a good way to be updated about the latest market offerings Most respondents consider ads to be a good means to compare products The number of respondents who disagree to the statement that advertisements can be a major source of social awareness are in majority Majority of the respondents disagree to the statement that they find advertisements to be unnecessary Ads are not considered to be a good source of mobile ringtones The statement that advertisements can be watched only once, has been agreed upon by many respondents A majority of the respondents agree that advertisements are a good way to follow their favourite celebrity The number of respondents who disagree to paying a bit extra so as to avoid watch advertisements is very high
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Most respondents dont like watching humorous advertisements
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Many respondents dont like watching social cause related advertisements repeatedly Ads having good jingles is not reason enough to watch the ad repeatedly Ads of favourite celebrities cannot be watched repeatedly Even ads of preferred brands cannot be watched repeatedly Ads which are informative or those which try to connect with the respondent on an emotional level cannot be watched repeatedly
Creative advertisements can be watched repeatedly by viewers The respondents disagree to the statement which states that social cause related advertisements make them actively participate in social causes
Social cause related advertisements motivate the respondents to get socially involved Cause related advertisements do not motivate the respondents to involve others in helping out for a social cause
Maximum respondents agree to the statement that social causes make them socially aware
The social cause related advertisement do not make the respondent look it up online most of the time
Respondents agree to discuss about social causes with others around them Most respondents give voice to the cause by writing about it online after seeing a cause related advertisement
Most of the respondents agree to the statement that cause related advertisement make them consider the brand as part of their purchase decision
Most of the respondents agree to the statement that social cause related advertisements makes them want to recommend the brand for purchase
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The highest number of respondents agree that they cannot recall the brand and the cause it is associated with
Maximum of the respondents cannot recall the social message after having seen the social advertisement
Most of the respondents cannot recall the celebrity used in the ad after having seen the social cause related advertisement
Respondents cannot recall the jingle after seeing the social advertisement Approximately 81% of the respondents could not match all the brands with the causes they are associative with
The respondents do not consider the brands that do cause related advertisements as socially responsible brands
For most respondents cause related advertisements have an impact on the perception of the brand
Cause related advertisements cannot be watched repeatedly Social cause advertisement have little impact on the mind of the respondents Many respondents do not mind buying products of brands that do social cause related advertisement
The respondents would mind paying a premium for a product of the brand that generates social awareness through its advertisement
Many respondents would not associate with a brand for a long time if it conveys a social message in its advertisement
Humour in the ad and ad starring their favourite celebrity is what would make people watch a complete ad.
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Humour in an ad and creativity in an ad are the most important parameters that would make them remember the advertisement. The least important parameters are the vagueness of the ad and the non-celebrity model used in the ad
Jaago Re ad campaign is the most liked cause related ad campaign and has the highest impact on purchase. The least liked ad campaign is the Nanhi Kali ad campaign. It also has the least impact on purchase
People from the age group of 21-30 tend more to watch cause related advertisements repeatedly
People from higher income group wouldnt mind associating with brands that get into cause related advertisements for a long time
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8.2 Recommendations
Since most of the respondents spend only around 1-2 hours watching television, it becomes very crucial for advertisers to place ads in time slots during which they can get the most relevant reach Most of the respondents surf the channel when ads are aired. Thus the advertisers have to make sure that they grab the attention of the people in the first few seconds of the ad Since most of the respondents who watch an ad watch it completely, advertisers have to make sure they make the first few seconds of the ad as interesting as possible Most of the respondents felt that ads are a good way to be updated about the latest offerings in the market. Thus advertisers should take care of this when they make the advertisement Many respondents feel that ads can be watched many times. I think ads should come up in parts which can keep respondents interested in the ad like teaser campaigns Most of the respondents dont think ads are a good way to follow their favourite celebrity. Thus brands should keep this in mind and avoid making ads which focus more on the celebrity Many respondents are not willing to pay extra to avoid watching ads. Thus advertisers can be a little relived of ad free channels Most of the respondent said that they would watch the entire ad if the music in the ad was good. Thus advertisers should ensure to capture the attention of the viewers by using good music in the ad Ads having humour in them are not very popular among the respondents. Thus advertisers should avoid making ads having humour in them Even emotions portrayed in ads do not make respondents watch the ad Rizvi Institute of Management Studies & Research
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The ads should have a good storyline so as to engage the viewers long enough to watch the complete advertisement
One way to engage the viewers is by motivating them to help the brand in its cause as most respondents feel social ads motivates them to get socially involved
Most viewers would try and get others socially involved as well. This means more people will come to know about the brand and its association with the said cause
Many respondents look up the social cause online after seeing the cause related ad. Thus the brand should make its association with the brand well placed online
Since most of the respondents discuss the cause after seeing a cause related ad, it is very important for advertisers to make the ads in such a way that when the cause is being discussed, the brand gets discussed as well
The respondents feel they are not able to better recall the brand if it gets into cause related advertising
Though most respondents say they recall the brand and the social campaign associated with it, most of the respondents are not able to match the brand and its campaign correctly. Since many companies are getting into this, the brand should associate with a cause that is related to what they do.
Though most respondents are willing to associate with a brand if it gets into cause related advertising, many of them are not willing to pay a premium for the product so as to help the brand out in the cause it is fighting for
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Chapter 9 Conclusion
Though people like watching social cause related ads, the brands should be careful as to which cause they associate themselves with. If the association is not right, all the effort will be in vain
The brands association with the cause should be consistent and long term for the effect to be seen. Otherwise what little impact the ad will have on the brand will be forgotten and the brand will lose favourability among the people
With so many advertisers trying so many ways to gain the attention of the viewers, it has become very difficult to get a space in the mind of the consumer. But it is found that there is no single way which favours well with the respondents
For a brand to make a very good social ad, it has to ensure that it gets the respondent to participate in the cause and also motivates them to get others involved in the cause
Online is a very good medium for the brand to show its association with a cause. To engage the viewer the online medium is a very nice way to get them involved. Thus brands should make forums and a website and make sure that it is regularly updated so as to encourage more people to get involved
People feel that brands that get into cause related advertisements are socially responsible brands and thus generate a good opinion about the brand in the minds of the consumers. This is very important from the brands point of view
Brands should not ask consumers to pay for a premium just because they would be helping in the cause as the consumers are not willing to purchase the product then. But they are willing to be associated with the brand for a long time if the brand shows its association with the cause over the period of time
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Appendices
Appendix 1 Questionnaire
This questionnaire is purely for research purpose and the responses will be kept strictly confidential. Note: Please proceed only if you watch advertisements. If you do not, then kindly return the blank questionnaire. Name Demographics Q1. Gender? Please tick () o Male o Female
Q2. Which age group do you belong to? o 21 years 30 years o 31 years 40 years o 41 years 50 years
Q3. Which monthly household income group do you belong to? o Rs. 15,000 Rs. 25,000 o Rs. 25,000 Rs. 50,000 o Greater than Rs. 50,000
Q4. Could you please tell me the amount of time spent by you daily on watching TV? (Please select one answer) o Less than 1 hour o 1-2 hours o 3-4 hours o More than four hours Nawaf Ghansar Rizvi Institute of Management Studies & Research
Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q5. What is your attitude towards watching TV advertisements? (Please select one answer) o I surf the channel when advertisements are aired o I watch the advertisements because they are aired o I consciously watch advertisements
133
Q6. What is your advertisement viewing habit? (Please select one answer) o I have never watched a complete advertisement o If at all I see an advertisement, I watch it completely o It does not matter to me if an advertisement is being aired
Q7. Rate the following statements regarding advertisements on the basis of level of agreement you have with them on a scale of 1-5. (Please select one in each row) Strongly Disagree Disagree 1 1 1 2 2 2 Neither Agree nor Disagree 3 3 3 Agree Strongly Agree 4 4 4 5 5 5
I find ads to be dull I find ads to be informative I feel ads are a good way to be updated on the latest offerings in the market I feel ads are not a good way to compare products I feel ads are a good medium to raise social awareness I find ads to be unnecessary I feel ad jingles are a good source of mobile ringtones I feel ads can only be watched once I feel ads are a not a good way to follow my favourite celebrity I would not mind paying a bit extra if it means I can avoid watching ads
1 1 1 1 1 1 1
2 2 2 2 2 2 2
3 3 3 3 3 3 3
4 4 4 4 4 4 4
5 5 5 5 5 5 5
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Q8. Rate the following parameters on a scale of 1-5(1 being Strongly Disagree and 5 being Strongly Agree) as to what makes you watch an entire ad without wanting to change the channel? (Please select one in each row) Strongly Disagree 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Disagree 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 Neither Agree nor Disagree 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 Agree 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 Strongly Agree 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Preferred brand Music Graphics / Special Effects The models in the ad Humour in the ad Emotions in the ad The ad is of my preferred brand The ad stars my favourite celebrity Creativity of the ad Duration of the ad (10-15sec) Stunts performed in the ad Storyline of the ad Frequency of the ad (does not air regularly) Clarity of the ad Believability of the ad Product category Jingle
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Q9. Rate the following parameters of an ad that make you remember it on a scale of 1-5, (1 being Least Important and 5 being Very Important). (Please select one in each row) Least Important Likeability (whether you like the ad) Creativity (how creative was the ad) Humor (if humor in an ad makes you remember it) Emotions (if the emotions in ads make you remember it) Vagueness (if you remembered the ad because it was very vague) Frequency (number of times you saw the ad) Cause related (if I like the cause it is associated with) Celebrity (I remember the ad because of the presence of a known face) Non-celebrity model (I remember the ad because the non-celebrity model was good) Stunts performed in the ad 1 1 1 1 Less Important 2 2 2 2 Important 3 3 3 3 More Important 4 4 4 4 Very Important 5 5 5 5
1 1 1 1
2 2 2 2
3 3 3 3
4 4 4 4
5 5 5 5
1 1
2 2
3 3
4 4
5 5
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q10. Which kind of ads do you prefer watching repeatedly? (Please select one in each row) Least Preference Ad which is only humorous Ad only associated with a social cause Ad only having a good jingle Ad only starring my favourite celebrity Ad which is of a brand that interest me Ad that is very informative Ad that tries to connect emotionally with the consumer Ad which is very creative Ad that has stunts performed in it Ad that is my of preferred brand 1 1 1 1 1 1 1 1 1 1 Low Preference 2 2 2 2 2 2 2 2 2 2 Neutral 3 3 3 3 3 3 3 3 3 3 High Preference 4 4 4 4 4 4 4 4 4 4
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Highest Preference 5 5 5 5 5 5 5 5 5 5
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Q11. What is your attitude towards advertisements of brands which convey a social message? (Please select one answer in each row) Strongly Disagree I feel ads of brands that convey a social message are not important More brands should get into social cause based advertisements There is no difference in ads of brands that convey a social message and any other ad I take less interest in watching the ad of a brand that conveys a social cause I dont like ads of brands which convey a social message I dont mind watching ads of brands that convey a social message more than once I discuss the ad of brands that convey a social message with my colleague I dont recommend my family and friends to watch ads of brands that do social cause related ads I write about such ads on social networking websites Such ads are an important tool to increase social awareness I change the channel when such ads are being aired I feel brands should not get into such kind of advertisements I find such advertisements to be tacky I think such ads should not be aired on all channels 1 1 1 Disagree 2 2 2 Neither Agree nor Disagree 3 3 3 Agree 4 4 4 Strongly Agree 5 5 5
1 1 1
2 2 2
3 3 3
4 4 4
5 5 5
1 1 1 1 1 1 1
2 2 2 2 2 2 2
3 3 3 3 3 3 3
4 4 4 4 4 4 4
5 5 5 5 5 5 5
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Q12. What is the impact of a social cause related advertisement on you? (Please select one answer in each row) Strongly Disagree It makes me actively participate in the social cause It does not motivate me to get socially involved It motivates me to involve others It does not make me socially aware I look up the social cause on the internet I discuss the cause with friends and colleagues I give voice to the cause by writing about it on blogging or social networking websites I dont consider the brand as part of my purchase decision I dont recommend others to purchase the brand 1 1 1 1 1 1 1 1 1 Disagree 2 2 2 2 2 2 2 2 2 Neither Agree nor Disagree 3 3 3 3 3 3 3 3 3 Agree 4 4 4 4 4 4 4 4 4 Strongly Agree 5 5 5 5 5 5 5 5 5
Q13. What aspect of the social ads that you have seen do you recall? (Please select one answer in each row) Strongly Disagree I remember the brand and the cause they are associated with I remember the social message I remember the celebrity used I remember the jingles in the ad 1 1 1 1 Disagree 2 2 2 2 Neither Agree nor Disagree 3 3 3 3 Agree 4 4 4 4 Strongly Agree 5 5 5 5
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Q14. Match the below mentioned brands with their respective social cause related advertisements? (Please enter the serial number of the brand next to its matching social ad campaign) Serial No. 1. 2. 3. 4. 5. 6. 7. 8. Brand Idea Tata Tea Surf Excel Aircell Mahindra & Mahindra Times Of India Maruti HPCL Social ad campaign Nanhi kali Conserve Fuel switch off the car at the signal Child education Teach India Jaago re Anti-corruption campaign Save tigers Save trees Safe driving Serial No. of the brand
Q15. Rate the below mentioned social ad campaigns on the basis of likeability and its impact on purchase? Nanhi kali Conserve Fuel (switch off the car at the signal) Child education Teach India Jaago re Anticorruption campaign Save tigers Save trees Safe driving Likeability Impact on purchase 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q16. State your agreement on the below statements. Strongly Disagree Brands that do cause related advertisements are socially responsible Social cause related advertisements have no effect on my perception of the brand I can keep seeing ads which convey a social cause Ads that convey a social cause have little impact on my mind I avoid buying products of brands that do social cause related advertisements I would not mind paying a premium for a brand that generates social awareness through its ads I would associate myself with the brand for a long time if it conveys social messages in its advertisements 1 Disagree Neither Agree nor Disagree 3 Agree
140
Strongly Agree 5
1 1 1 1
2 2 2 2
3 3 3 3
4 4 4 4
5 5 5 5
Thank You!
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Appendix 2 List of Tables

Table No. 1.1 Table Name Important Years in Advertising History Page No. 13
2.1
Overall Industry Size
14
4.1
Difference between Cause Related Marketing and Corporate Philanthropy Descriptive Analysis on Time Spent by Respondents Watching TV Daily
38
7.1
62
7.2
Frequency of Time Spent by Respondents Watching TV Daily
62
7.3
Chi-square Test for Time Spent by Respondents Watching TV Daily Descriptive Analysis on Attitude towards Watching Advertisements
62
7.4
63
7.5
Frequency of Attitude towards Watching Advertisements
63
7.6
Chi-square Test for Attitude towards Watching Advertisements
63
7.7
Descriptive Analysis on Advertisement Viewing Habit
64
7.8
Frequency of Advertisements Viewing Habit
64
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7.9
Chi-square Test for Advertisements Viewing Habit
64
7.10
Mean on Attitude towards Advertisements
65
7.11
t test Analysis on Attitude Towards Advertisements
66
7.12
Mean on Advertisement Preference for Repeat Viewing
71
7.13
t test Analysis on Advertisement Preference for Repeat Viewing
72
7.14
Mean on Impact of Social Cause Related Advertisements
77
7.15
t test Analysis on Impact of Social Cause Related Advertisements
78
7.16
Mean on Features of Social Ads that can be Re-called
82
7.17
t test Analysis on Features of Social Ads that can be Re-called
82
7.18
Mean on Attitude towards Brands that get into Social Cause Related Ads t test Analysis on Attitude towards Brands that get into Cause Related Ads
85
7.19
86
7.20
Tukey test on Parameters for Watching an Entire Ad
90
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7.21
Anova Analysis on Parameters for Watching an Entire Ad
91
7.22
Anova Analysis on Parameters that Recall an Ad
92
7.23
Tukey test on Parameters that Recall an Ad
92
7.24
Anova Analysis on Likeability towards Various Cause Related Ad Campaigns Tukey test on Likeability towards Various Cause Related Ad Campaigns Anova Analysis on Impact on Purchase of Various Cause Related Ads
93
7.25
93
7.26
94
7.27
Tukey test on Impact on Purchase of Various Cause Related Ads
94
7.28
Factor Analysis on Attitude towards Social Advertisements
95
7.29
Descriptive statistics with Dependent Variable as Cause Related Ad in Recall 2 Way Anova with Dependent Variable as Cause Related Ad in Recall Descriptive Statistics with Dependent Variable as Social Ads Repeat Viewing 2 Way Anova with Dependent Variable as Social Ads Repeat Viewing
97
7.30
98
7.31
99
7.32
100
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7.33
Descriptive Statistics with Dependent Variable as Dislike to Social Ads
101
7.34
2 Way Anova with Dependent Variable as Dislike to Social Ads
102
7.35
Descriptive Statistics with Dependent Variable as Disagreement towards Brands getting into Social Ads 2 Way Anova with Dependent Variable as Disagreement towards Brands getting into Social Ads Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved 2 Way Anova with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads influence on purchase decision 2 Way Anova with Dependent Variable as Disagreement towards Social Ads influence on purchase decision Descriptive Statistics with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads 2 Way Anova with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads Descriptive Statistics with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads 2 Way Anova with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads
103
7.36
104
7.37
105
7.38
106
7.39
107
7.40
108
7.41
109
7.42
110
7.43
111
7.44
112
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7.45
Descriptive Statistics with Dependent Variable as Cause Related Ad in Recall 2 Way Anova with Dependent Variable as Cause Related Ad in Recall Descriptive Statistics with Dependent Variable as Ads Conveying Social Messages are not Important 2 Way Anova with Dependent Variable as Ads Conveying Social Messages are not Important Descriptive Statistics with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads 2 Way Anova with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads Descriptive Statistics with Dependent Variable as No Difference between Social Ad or any other Ad 2 Way Anova with Dependent Variable as No Difference between Social Ad or any other Ad Descriptive Statistics with Dependent Variable as Discussion of Social Ads 2 Way Anova with Dependent Variable as Discussion of Social Ads
113
7.46
114
7.47
116
7.48
117
7.49
118
7.50
119
7.51
120
7.52
121
7.53
123
7.54
124
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Appendix 3 List of Figures

Figure No. 2.1 2.2 3.1 3.2 3.3 4.1 7.1 7.2 7.3 Figure Name Contribution of Advertising Revenue to Overall Industry Size Growth in Online Advertising Corruption Index of Countries around the World Population Illiteracy Rate around the World Drivers of CSR Schematic Representation of Tactical and Strategic Cause Related Marketing Gender Distribution across the Sample Age Group Distribution across the Sample Income Group Distribution across the Sample Page No. 15 22 24 25 29 41 59 60 61
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Bibliography
Books Referred:Adkins Sue, Cause Related Marketing, 1999 Kotler Philip, Marketing Management, Millenium Edition
Reports & Articles:Crisil, Research Report on Media and Entertainment, 2009 FICCI KPMG, Report on Media and Entertainment Industry, 2011 IIMK, Cause Related Marketing: A Tactic or Strategy?, 2007 MIT, How social-cause marketing affects consumer perception?, 2006 UNDP publication, What drives CSR in Indian industries?, 2009
Online Websites:Retrieved from http://www.causemarketingforum.com Retrieved from http://www.warc.com
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A Project Report on

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

in partial fulfilment of the requirement of Master of Management Studies (MMS)

Rizvi Institute of Management Studies & Research

DR. KALIM KHAN

Nawaf Abdul Gafoor Ghansar Roll No. 70 MMS Marketing

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Dr. Kalim Khan Project Guide Director RIMSR

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Chapter 1 - Introduction to Advertising

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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1.1 Definition of Advertising

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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1.2 Features of Advertising

1.2.2 Paid Form of Communication

1.2.3 Non-personal Presentation

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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1.2.4 Provide Publicity to Goods, Services & Ideas

1.2.6 Target Oriented

1.2.7 An Art, Science & Profession

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1.2.8 Important Element in Marketing Mix

1.2.9 Creativity - The Essence of Advertising

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Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1.3 Benefits of Advertising

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Rizvi Institute of Management Studies & Research

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1.4 Origin & Background of Advertising

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

1905 1920 1922 1920 1929 1931 1951

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Chapter 2 - Mediums of Advertisement

2007 211 7 160 14 4

2008 241 8 172 16 6

2009 257 8 175 14 8

2010 297 10 193 17 10

2011 E 341 12 211 19 13

Table 2.1 Overall Industry Size

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Fig 2.1 Contribution of Advertising Revenue to Overall Industry Size

2.1 Television as a Medium of Advertisements

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

2.1.1 Advantages in Television Advertising

2.1.2 Disadvantages in Television Advertising

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

2.2 Radio as a Medium of Advertisements