Market Research
Group no.: 16
Class: SYBMS.
Division: B.
Semester: 4.
Date: 7/2/2011.
College: Bhavans College
Topic: Effectiveness of TELE
Advertisement
Group Members
91. Tejal Wairkar.
92. Karishma Yadav.
94. Suvarna Bhokare.
95. Aakash Hinger.
96. Saurabh Tandel.
Acknowledgement
We owe a great many thanks to a great many people
who helped and supported me during the making of
this project.
Our deep thanks to Professor Shema the Guide of the
project for guiding with attention and care.
We would also thank our Institution and our faculty
members without whom this project would have been
a distant reality.
Introduction
It is a type of advertising done through television. In todays
time television has become most popular media of
advertising. It has become medium of common man
entertainment. A television advertisement or television
commercial is a span of television programming produced
and paid for by an organization that conveys a message.
Advertisement revenue provides a significant portion of the
funding for most privately owned television networks. The
vast majority of television advertisements today consist of
brief advertising spots, ranging in length from a few seconds
to several minutes (as well as program-length infomercials).
Advertisements of this sort have been used to sell every
product imaginable over the years, from household products
to goods and services, to political campaigns.
Many television advertisements feature catchy jingles or
catch-phrases that generate sustained appeal, which may
remain in the minds of television viewers long after the span
of the advertising campaign. Some of these ad jingles or
catch-phrases may take on lives of their own, spawning gags
or riffs that may appear in other forms of media, such as
comedy movies or television variety shows, or in written
media, such as magazine comics or literature. These longlasting advertising elements may therefore be said to have
taken a place in the pop culture history of the demographic
to which they have appeared.
Advertising agencies often use humor as a tool in their
creative marketing campaigns. In fact, many psychological
studies tried to demonstrate the effect of humor and indicate
the way to empower advertising persuasion. Advertising
agencies often use humor as a tool in their creative
marketing campaigns. In fact, many psychological studies
tried to demonstrate the effect of humor and indicate the
way to empower advertising persuasion.
Despite the popularity of some advertisements, many
consider them to be an annoyance for a number of reasons.
The main reason may be that the sound volume of
advertisements tends to be higher (and in some cases much
higher) than that of regular programming. The increasing
number of advertisements, as well as overplaying of the
same advertisement are secondary annoyance factors. A
third might be the increasing ability to advertise on
television, prompting ad campaigns by everyone from cellphone companies and fast food restaurants to local
businesses and small businesses.
From a cognitive standpoint, the core reason people find
advertisements annoying is that the advertisements offer is
not of interest at that moment, or the presentation is
unclear. A typical viewer has seen enough advertisements to
anticipate that most advertisements will be bothersome,
prompting the viewer to be mercilessly selective in their
viewing. Conversely, if an advertisement strikes a chord with
the viewer, or has entertainment value beyond the basic
message, then viewers tend to stay with the advertisement,
perhaps even looking forward to viewing it again.
Television advertisement can be done in two ways that is in
between the programmes or through sponsored programmes
having duration of 30 minutes to 1 hour.
The best part of advertising on TV is that there is a market
for almost any product or service; you just need to know how
to reach it. Whether you are selling paint thinner, a circular
saw, door stop, or block of cheese, with proper marketing it
will sell.
What are they keys to successful advertising?
Obviously, you have to have a commercial that doesn't make
your viewers want to change the channel. Also, you need to
think of who your market is. For example, lets say you are
selling a block of cheese. Think to yourself who is going to be
interested in good cheese. What time of day? What
channels? What show? Well, obviously it doesn't take an
expert to figure out that a cooking or food based channel
might be a good place to start. Perhaps a show that deals
with low-car b food might be a more specific area to look at.
Time of day, is fairly irrelevant here so any time would do. If
you are selling the circular saw, try Home and Garden shows
and channels or do-it-yourself shows.
Most companies look at television commercials as an
advertising vehicle for "the other guy."The corporate giant,
The big business with lots of disposable cash. Infact, TV is a
very affordable medium that can increase your company's
profits greatly.
Before you make an investment in television advertising,
there are certain key elements you need to consider. Once
you understand the process of writing, creating and
producing a commercial, you're ready to hit the airwaves.
Effective TV commercials merge video and audio into a
powerful sales tool. But don't think one is more important
than the other, Audio and video go hand-in-hand.
For example, turn down the volume on any commercial. You
should be able to identify the benefits of purchasing a
product just from the video.
The same holds true for audio. Close your eyes and listen to
the announcer. If the audio doesn't explain the product in
detail, then the commercial isn't effective. Potential
customers should be able to hear your message even if
they're not in the room to see it.
Always use a strong audio and video combination when
creating your own commercial.
Use your audio to explain the advantages of owning your
product. You'd use words like "convenient, portable, light
weight."
However, there are no words more important than your call
to action. What do you want your viewer to do? Tell them to
call now, Order now. Visit their local dealer.
Think of television as an intimate medium. If you're
advertising a restaurant, don't just use a shot of your
building's exterior. Use a close-up of your food in your
commercial. And show people eating your food. If you're
producing a Public Service Announcement (PSA) about drunk
driving, don't just use a shot of a crowd of people at a
funeral. Show a tear streaming down a child's face.
Combining sight and sound should spark your viewers'
emotions and help them identify with your product. And if
they can identify with your product, you're more likely to get
the sale!
Hypothesis
Analyze 5 different advertisements.
Were the advertisements clear to the customers
Methodology
Our Research went through several steps given
below:We as a group went out to select different topics in which we
were interested in. We all came up to a broader topic of
Advertisements. Then we dissected the broader topic to our
present topic Effectiveness of TELE Advertisement
We collected data on Tele advertisements. After that we
developed a theoretical framework by reviewing the
collected data.
Then we prepared a questionnaire and got it filled by
different people of different age group. After that analysis of
data was done and conclusion was made.
Statistical Technique
Pie Chart
Bar Diagram
Multiple Bar Diagram
Percentage Bar Diagram
Results and Finding
Age Group of Respondents
Ratings
Believed in ad
Seeking the attention
Appealing
Questionnaire
Q1.Name
Q2. Age
Q3. Gender
Male
Female
Q4. Rating of the following ad
Gillettes Champions ____
Tata Tea Jaago Re ____
Amul Butter ____
Zoozoo ____
Surf Excel ____
Q5. Did the following ad was clear on their product info?
Well
Not well
Undecided
Not seen
Q6. Did you believe in their message?
Believed
Not Believed
Undecided
Not seen
Q7. Was ad appealing?
Yes
Undecided
No
Not seen
Q8. Did the ad give correct info & details (pricing, discount, etc) about it?
Yes
Not so well
No
Not seen
Q9. Are you currently using or have used the product?
Q10. Had / will you purchase the product on the basis of ad?
Likely
Not likely
Q11. What do you want in an ad?
Humor
Social Message
Just About the product
Irrelevant things
not seen
