TABLE OF CONTENTS

Certificate

Preface

ii

Acknowledgement

iii

CHAPTER NO.
1

CHAPTER TITLE

PAGE NO.

Introduction
1.1 Introduction to Advertisement
1.2 Introduction to Audio Visual Advertisement

2-10

Review of Literature

11-23
24-29

Need , Scope and Objectives of the Study

30-31

Research Methodology

32-36

Data Analysis and Interpretation

37-53

Findings of the Study

54-56

Conclusion and Recommendations

57-59

References

60-63

Annexure
A. Questionnaire
B. Excel Sheet

64-67
68-72

LIST OF TABLES
4

TABLE NO.

TABLE TITLE

PAGE NO.

5.1

Demographic Profile of Respondents

38

5.2
5.3
5.4

Regular Viewer of Television

Time Spend on Watching Television
Time Spend on Watching Television * Age Cross

39
40
41

5.5
5.6
5.7

Tabulation
Chi-Square Tests
Most Influential Source of Advertisement
Persons Influenced the Most by Television

41
43
44

5.8
5.9

Advertisements
Important Features of Television Advertising
Television Advertising Urges to Buy Things Not

45
46

5.10

Needed
Excessive Television Advertising Confuse People

47

5.11

Affect of Television Advertisements on Indian

48

5.12

Culture
Television Advertisements Resulting in

49

5.13

Degradation of Ethics
Television Advertising Deceptive in Nature

50

5.14

Television Advertisements Improve Standard of

51

5.15

Living
Aspects Affected by Television Advertising

52

LIST OF FIGURES
FIGURE NO.
5.1

FIGURE TITLE
Regular Viewer of Television
5

PAGE NO.
39

5.2

Time Spend on Watching Television

40

5.3

Persons Influenced the Most by Television

44

5.4

Advertisements
Television Advertising Urges to Buy Things Not

46

5.5

Needed
Excessive Television Advertising Confuse People

47

5.6

Affect of Television Advertisements on Indian

48

5.7

Culture
Television Advertisements Resulting in

49

5.8

Degradation of Ethics
Television Advertising Deceptive in Nature

50

5.9

Television Advertisements Improve Standard of

51

Living