A RESEARCH ON

THE IMPACT OF
ADVERTISEMENTS
ON CONSUMERS
 INTRODUCTION
Advertising research is the
systematic gathering and analysis of
information to help develop or evaluate
advertising strategies, ads and
commercials, and media campaigns. A
subset of marketing research.
 OBJECTIVES
Primary:
 Payout in terms of sales or profit, or both

Secondary:
 Deciding upon the message
 Try to analyze effect of copy on target
segments
 Presentation of message
 Deciding upon the copy
 Headlines
 Pictures
 Situations
 TYPES OF ADVERTISING
MEDIA
Print Advertising
 The print media
have always been
a popular
advertising
medium.
 Advertising
products via
newspapers,
magazines,
brochures and
 Outdoor Advertising

 Attract the
customers
outdoors.
 Examples of
outdoor advertising
are billboards,
kiosks.
 Several events and
tradeshows
organized by the
 Broadcast advertising

 Broadcast
advertising is a
very popular
advertising
medium that
constitutes of
several branches
like television,
radio or the
Internet.
 Public Service Advertising

 To convey socially
relevant messaged
about important
matters and social
welfare causes like
AIDS, energy
conservation,
political integrity,
deforestation,
illiteracy, poverty
and so.
 Celebrity Advertising

 Majority of
advertisements still
bank upon
celebrities and
their popularity for
advertising their
products.
Covert Advertising
 Unique kind of advertising in which a
product or a particular brand is
incorporated in some entertainment and
media channels like movies, television
shows or sports.

Surrogate Advertising
 Surrogate advertising is prominently seen
in cases where advertising a particular
product is banned by law.
 Common examples include Fosters and
Kingfisher beer.
 RESEARCH DESIGN
 Advertising Attitudes
 Copy testing
 Selection of media
 Advertising Attitudes
 Attitude maintenance or shift as a
measure of advertising effectiveness
 has grown in importance
 Attitude of the individuals depends
 On the product attributes
 On their perceptions of the extent to which different
brands posses the desired attributes
 Measuring the attitudes of target
audiences toward products and then
attempting to determine the effect of
advertising on those attitudes
 Cont…
 Advertisers must evaluate attitudes
towards
 Their product’s salient characteristics
 Those of competing brands

 Assumption- Attitudes are predictors

of behavior
 Goal of Advertising- Attempting to
alter the attitudes of consumers
toward a specific brand
 Copy Testing
 Copy testing:- Evaluation of
alternative ways for
advertisers to present their
messages.

 “Copy” refers to an entire

advertisement, including the verbal
message, pictures, colors, and
dramatizations, whether the
advertisement appears in print, on
radio or television, or some other
 Copy Testing
 Two types:
“Before” tests (made before the copy is
released on a full run basis)

The objective is to make improvements

in the advertising copy prior to full run
release of the advertising.

“After” tests (applied after the copy is

run)
 Copy Testing / “Before”
tests
 Consumer Jury.
 Rating Scales.
 Portfolio Tests.
 Psychological Tests.
 Physiological Tests.
 Inquiries.
 Sales Tests.
 Day-after recall Tests.
 Copy Testing / “After”
tests
 After tests
 Once the ad is run, it’s impossible to
measure the effects of the message
separately.

 Recall test

 Recognition test
 Media selection
 The goal of the advertiser is to select
a media schedule from among many
available alternatives which will
maximize some combination of
number of people reached and
frequency with which they are
reached.
 Problems in media
selection
 It’s not sufficient to select the major
media, you also need to make
specific selections within these
general types of media.
 Character of media has to be
considered before selecting it as it
has great influence on effectiveness
of the advertisement.
 Problem of audience
measurement
 Variation in composition and sizes of
audience of given media vehicle.
 Variation due to geography
 Variation due to rate at which
different vehicles accumulate
audiences
 Difficulty of estimating value of
different sizes of message units
within and between media.
 Estimating actual geographical area
 Media scheduling
 Need for media scheduling
 Advertising is forgotten over time.
 Also continuous advertising may add to
unnecessary expenditure.
 Increase in advertising weight produces
sharp rise in sales, which declines even
though advertising is maintained over a
period of time.
 Measurement of
Audience
1.Coincidental Method

2.Roster Call
-This is a technique which consists of aided recall
via personal interview.

3.Audimeter
-Meter attached to the T.V sets
-Records to what station it is tuned to.
4.Diary Method

-Respondents record in a specially

designed diary their radio or T.V
listening.
 INFERENCE
 TELEVISION
 Powerful Medium
 Reaches broad spectrum of consumers

 PRINT MEDIA
 Poor reproduction quality
 Short shelf life

 RADIO
 Lack of visual images
 Relatively passive nature
 CONCLUSION

 The Advertising industry evolved through

time. From simple print ads to intricate
ads for consumers. Through time the
advertisement have evolved to cope with
the times.
 It also has to cope with what the
consumers want to see in their ads.
 In advertising, there is no boundaries in
which you can do but they are limitations,
specifically credibility and integrity of your
company because it is the viewers who
make your network gain popularity and
high profits.