CHAPTER – II

REVIEW OF LITERATURE

A review of literature is the mirror of earlier studies, which enriches the

researcher and helps to identify the gaps for the future research. Many studies on

advertisements have been conducted in different parts of India. As the present study is

concerned with the advertisements in television. an attempt is made to review the

literature available so that a great insight in the advertisements world is obtained. Like

any researcher, sufficient effort is taken in this chapter to understand earlier

researches on advertisements.

Vijaykumari (1999),1 in her study on “Effectiveness of advertising with reference

to television and print media” analyzed the effectiveness of two popular

advertisement media viz. print and television and their impact on people. The

researcher concluded that the television advertisement has given more impact than

advertisement in print media on the people in their buying decisions, because it has

the audio and visual medium and it attracted viewers easily.

P.Akbarbatcha(2001)2 in his study entitled “Advertising industry –with special

reference to print media and intermediaries” analyzed the public opinion towards

advertisement in the print media. The researcher has attempted a specific study with

reference to print media and concluded that the print media played a vital role in the

minds of the middle class people.

18
Jacob Goldenberg et.al.(2002)3 in their article “How cross market communication

can create a major slump to sales” analyzed the effect of the parameters of

communication across the early and main markets on saddle prevalence. The cross-

market communication parameters have a considerable influence in determining the

existence of saddle. In a narrow range of relatively low values of the cross-market

communications parameters, there is no clear cut relationship between the values of

their parameters and the existence of saddle.

K.S Sujit et al (2003)4 in their article, “Liberalization and advertisement intensity

in Indian public limited companies” concluded that the Indian public companies

have gone up after the introduction of liberalization. This is due to the liberalization

policy and an increasing role of market mechanism. Market mechanism leads to

opening up of industries and brings competitiveness and hence firms try to maintain

their market shares through advertisement.

Shreekumar.K.Nair (2004)5 in his article “Emotional intelligence and consumer

reactions to emotional advertisements: a conceptual framework” found that

emotional advertisements probably work well on those consumers who have

difficulty in delaying the gratification of their urges or have a tendency to surrender

easily to their impulsive urges. That means, marketers were not successful in

influencing the attitudes of high EQ consumers using emotional appeals. They will

have to find newer ways and means to woo this market segments which was less

prone to impulsive buying and more prone intelligent buying. This implied that

advertisements have to be more realistic and credible if they ought to create some

impact on emotionally intelligent consumers. It is essential for marketers to study the

19
perception, beliefs, attitudes, intentions of consumers and other behavior patterns of

emotionally intelligent individuals towards different types of products before

embarking on promotional campaigns.

Roli Seghal (2004)6, in his article “Challenges faced in advertising of services –Use

of narratives” concluded that services are becoming progressively significant in all

major economies of the world. As the role of services increased in the market, so did

the enormity of research conducted in this area. Service marketing and service

advertising have also been under considerable study in the last two decades. Services

are marked by distinctive features of being intangible, perishable, heterogeneous and

inseparable from the provider. These features make advertising and communication of

services a challenging task.

Neeru Kapoor et al. (2005)7 in their article “Children’s understandings of TV

advertisements influence age, sex and parents” studied certain important

implications for the parents and they are policy makers. First, family, as a social unit,

needs to play more important role in mediating the influence of T.V advertisements

on their children. Parents should critically evaluate what their child watches on TV,

resort to more of co-viewing of TV advertisements and teach children how to become

discerning viewers, better able to protect themselves from the negative influences of

TV’s advertisements. Secondly, Television should be included in the school

curriculum in a positive way. Teachers might explain children about TV

advertisements and how to extract the relevant information from them. Thirdly,

parents and teachers should publicly voice their concern over what they consider

harmful TV advertisements, especially during prime time or when children are the

20
principal users of television. Fourthly, since large number of TV-viewers were found

to be highly influenced by TV advertisements, efforts should be made by the Parents

to encourage their children to take active part in education and sports activities, so

that their growing dependence on TV could be reduced resulting in their reduced

exposure to TV advertisements. Fifthly, the government all over the world should

articulate well-defined and comprehensive policies on television advertising

especially with regard to children.

Andrew Cole,(2005)8 in his article “The rise of Telemedia titans” predicted a new

industry structure about burst on to the scene. The growing ties between wireless and

wire line services portend an imminent convergence-and possible clash of the titans of

the telecommunications and media industries. The result would be Telemedia, a new

market that blends services from both camps, television and cell phones, music and

internet. Newly reconfigured companies, such as time Warner, will have a profound

impact in forgoing a new industry.

T. Kalai Selvi (2005)9 in her article “Advertising: the wings of tourism industry”

conducted that the realities have been changing. The business networks are ever

widening, incomes increasing and educational services are sought beyond borders and

there has been considerable care for health and adoration for the tradition and culture,

as never before. The country also offers an attractive ground for the global players.

These changes have made one look at tourism industry with a different perspective.

With a fresh look, the advertising planning has to reengineered in the industry to

remind this dragon industry of its potential to fly.

21
Amitjain et al. (2005)10 in their article on “Distribution and retailing trends in

rural markets” analyzed the better understanding of rural consumer’s psyche and

problems faced with the existing system. They concluded that the companies had to

increase awareness about these options amongst rural consumers. Companies had to

design proper communication and marketing strategies to prevent imitation and

counterfeiting of their products. The need of the hour is correct, profiling of rural

consumers and detailed study of rural buying behaviors and purchasing patterns in

rural markets.

Judith A. Garretson et al. (2005)11 in their article “The role of spokes characters

as advertisements and cues in integrated marketing communications” examined

various integrated marketing communications(IMC),strategies combinations, effects

related to the use of spokes character versus verbal attributes, advertiser, coordination,

character relevancy and the presence of new, favorable brand information for

cognitive resources on packages based on conceptual rationales encoding specificity,

net work associations and the elaboration likelihood model, empirical evidence that

pertains to the potential benefits of including spokes character campaigns.

Specifically, the use of spokes characters results in more favorable band even when

brand attributes recall is affected adversely by deviations from the primary conveyed

in the IMC campaigns.

Sukanya Ashokkumar (2005)12 in her article “Comparative advertising and brand

equity” found that comparative advertisements have been appearing for quite some

time now and it is quite likely that consumers might have formed opinions about these

advertisement in general. The opinions that the audience would develop over a period

22
of time, with reinforcements, crystallize into attitude and further lead to stereotyping

of such advertisements. This article made an attempt to link comparative

advertisements with brand equity.

Jacquelyn S. Thomas et al. (2005)13 in their article “Managing marketing

communications with multi channel customers” presented a process of managing

marketing communications with multi channel retail customers by leveraging

enterprise-level data to understand and predict customers channel choices over time .

The process begins with identifying relevant factors that differentiate between

customers who use different channels. It continuous with developing a

communication strategy for existing customers and ends with predicting the right

communication strategy for prospects and new customers.

Amit Kumar Sinha (2005)14 in his article, “Gender differences among adolescents

as influences and impact of communications in the family purchase decision”

analyzed the role measures of adolescents, the difference between male and female

adolescents and their influencing role in family purchase and measured the difference

between male and female adolescents in the communication and their impact on

family purchase. The researcher concluded that a significant difference between male

and female adolescents in the family purchase has made a case for further exploration.

The communication between parents and adolescents is one of the openness,

irrespective of gender difference. Apart from this, it was felt necessary to understand

in depth, the role of measures of adolescents.

23
Anand Thakur et al (2006)15 in their article “Rural consumer: an opportunity

beyond saturated markets” expressed the present need to focus on the rural markets.

This is of paramount importance in the marketing environment as rural and urban

markets in our country are so diverse in nature that marketing programme cannot be

successfully extended to rural markets. The buying behavior demonstrated by the

rural Indian differs tremendously when compared to a typical urban Indian. Further

values, aspirations and needs of the rural people vastly differ from those of urban

population. Basic cultural values in rural India have not faded yet. Buying decision is

still made by the eldest male members in rural family, whereas even children are

influenced by customs, traditions and belief in the rural market. Many rural purchases

require collective social sanction unheard of in urban areas.

Philip Hans Franses et al (2006)16 in their article “Estimating confidence for

advertising effect duration intervals.” Explained that the duration interval measures

the dynamic impact of advertising on sales. To be more precise, the presentation

during the intervals measures the time lag between the advertising impulse and the

moment that presentation has decayed. This article strives to examine the duration

interval for a dynamic model linking sales to advertising and most important and to

put forward a method to provide confidence bounds around the estimated duration

interval.

Crystal Antonia Russell et al. (2006)17 in their article,“Consumers, characters and

products” examined the influence of product placement in TV serial comedies on

consumer attitudes towards the products. Processing a “balance model of sitcom

product placement effects”, the study integrates genre theory to analyze character –

24
product association in sitcom, practocide theory to consider consumer-character

referential relations and balance theory to address the main research issue of the way

that characters’, relations to products and consumers’ relations to the characters,

effect of consumers’ attitudes towards the products. The study finds support in the

predictions that consumers’ align their attitudes toward product with the characters

attitudes to products and that this process has driven by the consumers attachment to

the characters.

Pamela Miles Homer (2006)18 in his article “Relationship among ad-induced

affect, beliefs, and attitudes” concluded that in spite of a wealth of empirical

attention directed at understanding the structural relationship among affect, cognition,

and attitude, the task and settings in many of these studies have initiated the relative

impact of cognition in the persuasion process. The studies have used an effectively

driven advertising context.(i.e TV commercial void of product - relevant information

cues) to demonstrate (1) that positive and negative form of affect operate differently

and (two) that their direct and indirect effects on attitude are influence by brand

familiarity cognition played a less dominant role in the attitude formation process for

an unknown brand compared to situations in which consumers held pre existing

impressions(i.e for well-known brands). A means –end model approach is used to link

concrete and abstract forms of cognition (i.e brand belief and attitudes).

G.Kavitha (2006)19 in her article, “A study on the effectiveness of the advertising

techniques used in the personal segment of women consumers” highlighted the

terms of media habits of women and studied effectiveness of advertisement

techniques used in television commercials on women. The researcher found that the

25
advertisement which had the highest recall were not necessarily the advertisement that

were best liked. The disliking advertisement might not necessarily affect purchase

consideration.

Dr. M. Dhanabakyam et al (2006)20 in their article on “Ethics in advertisement

and its impact” assessed the impact of ethical advertisement and the effectiveness

advertisement for good impact on the consumer awareness. They concluded that the

government should introduce strict policy, norns, standards and regulations for

advertising content and practice.

Smita Sharma (2006)21 in her article “Celebrity endorsement ‘focused on the

influences of celebrity endorsement.” She stated that celebrities can increase

consumers’ awareness of the advertisement, capture their attention and make

advertisement more memorable.

Carrie La Ferele et al (2006)22 in their article “Product placement” examined the

prevalence of product placement in prime-time TV, while providing clues for tackling

the measurement issue of this emerging industry. Content analysis was used to

capture placement techniques in various types of programming, including storied

programming, and non-storied programming as well as to examine differences

between plugs and placements. Consumer product placements were differentiated

from other types of brand placement, such as services, and entertainment. Finally, the

growth of placements was contrasted with data from five years earlier. The findings

reveal many similarities with earlier research, but also suggest that much work is still

needed to maximize the effectiveness of product placement among marketers.

26
Tine Faseur et al (2006)23 in their article “Different positive feeling leading to

different advertisement evaluations” examined the debate about the valence based

multidimensional views of feelings. The impact of three different positive context and

advertisement-induced feelings on advertisement effectiveness was compared.

Support for the multidimensional view of feeling was found in the sense that

advertisement - and context-evoked coziness, excitement and romance had a different

impact on advertisement evaluations. In addition, a significant interaction between

advertisement - and context induced feeling indicated that advertisements that were

exciting, romantic and cozy scored best in feeling-communed context.

Daniel J. Howard et al (2006)24 in their article “Broadening the scope of reference

price advertising- a field study of consumer shopping involvement” analyzed the

current understanding of reference pricing requires broadening to reflect correct

advertising practices and shopping behavior. The findings yield two insights for

advertising. First reference pricing result in favorable price perceptions and store

intentions only when consumers are shopping for a product. Secondly, when

consumers are shopping for a product, reference pricing paired with limited-time

availability resulted in favorable price perceptions.

S.John Gabrief (2006)25 in his article “Impact of television advertisement on

youth” concluded that toady’s youth are no fools and are far more sophisticated than

they were 20 years age , when many of today’s youth advertising guidelines were

written. Because of the combination of color, sound and action, television attracts

more viewers than any other medium (with the exception of cinema). TV is perceived

27
as a persuasive medium of communication. Moreover, the youth is treated as “special

audience”.

Young Zhang et al (2006)26 in their article “Response to humorous

advertisements” investigated the relationship between audience involvement in a

critical audience state in humorous advertising and the response to humorous

advertisements. It is hypothesized that the degree to which the audience is involved

with the advertisements. Determines how the advertisement humor is processed

because the functions that advertisement humour plays vary depending on the state of

audience involvement. An experiment involving 360 participant tested the hypothesis.

The results support the conceptualization of the roles of humour and the moderating

function of audience involvement. Specifically, for products that are not intrinsically

humorous, advertisement humor is more effective in influencing audience attitudes

towards both, the advertisements and brand involvement is relatively low rather than

high. Implications are discussed with regard to formulating advertising strategies

employing humour as a device.

T.Frank Sunil Justus et al. (2007)27 in their article “Surrogate advertising –the

positive side” expressed surrogate advertising is duplicating the brand image of one

product extensively to promote another product of the same brand. This advertisement

gimmick has its genesis in UK. Where English housewives protested against liquor

advertisements as they felt that these advertisements were weaning their husbands’

away from them and hence perceived as a threat. The imagery used in most of the

commercial is that which one can associate with alcohol. Surrogate advertising is not

limited to whiskies and brandies. The recent elections provided some glaring

28
examples. The election commission gives guidelines where the campaign has to stop

within a certain time.

Swati Balaji (2007)28 in her article, “Designing a rural communication strategy”

conducted a study in three districts of UP viz, Allahabad, Bhadobi and Morabadad

covering a cross section of villages. The objectives of the study was to understand the

unique mindset of the rural consumer and how that knowledge could help in

developing appropriate strategy . In conclusion, it is clear, that along with a good

comprehension of the market dynamics, a clear understanding of rural customs, belief

perceptions and aspirations particularly with regard to the product category in

question, is an absolute necessity. For only when communicator is aware of the

emotional triggers of various stimuli could any truly effective communications

strategy be developed.

Shanthi Naichappan (2007)29 in her article “Most popular advertisements”

expressed that now a days, people go to movie theatre to enjoy advertisement rather

than movies. The quality of advertisements has been admired by many of us in the

recent past. This includes advertisements like India shining, hutch and aids

advertisements. The public appreciate all the three advertisement as they are unique in

nature entertaining and informative.

Dr. C. Anamdan et al, (2007)30 in their article “A study on brand preference of

washing soaps in rural areas” Found that quality was the major driver to prefer a

particular brand in washing soaps in the rural market. If preferred brands were not

available, customers buy the available brands. It is found that there was a significanr

29
relationship between the age of the respondents and the factors influencing the

customer’s brand preferences. It is also found that there was no significant

relationship between the type of income of the respondents and the factors influencing

the customers brand preferences. High price and non-availability were the key reasons

for dissatisfaction of the rural consumers.

R.Rengith Kumar (2007)31 in his article “An evaluation of television advertising

of masala powder in Pollachi (Tamil Nadu)” found that advertisement influenced

product purchase, of consumer in a non-durable product like Masala powder, the main

factor is the quality. Advertisement created more brand awareness and it influences

the consumers when more than a dozen brands of Masala powder are competing and

fighting to create mass awareness and sales.

Rajesh Shinde (2007)32 in his article “Recent facts consumer behavior” “A case of

rural market” explained that rural India has more than 70 percent population in 6.27

lakh villages which has a huge market for FMCG products. The entire income group

purchased the FMCG product, but their brands differed from each other. The place of

purchase, which the rural consumer preferred, was the weekly market, which was a

good channel of distribution of FMCGs. Moreover the youth who visit the towns and

cities are influenced by the city culture and it is reflected in their purchasing decision.

Overall, the marketer should understand the customer before taking up the road to the

rural market.

30
Kervin T. Shanahan et al. (2007)33 in their articles “Truths, Half-Truths, and

Deception” expressed the difference in emotional response to the advertisement,

overall attitude towards the advertisement and perceived social responsibility of the

sponsor. These were tested across four types of public service announcements. The

four types of anti drunk driving advertisement include employing truth in advertising,

implicative, actor portrayal disclosure and deceptive advertising. The research found

that the use of real victims in print advertisements PSA, garners the strongest

emotional response, the most positive attitude advertisement, strongest perceived

social responsibility and the highest productivity to denote to the non-profit.

Conversely, the use of deceptive advertising is not advertising is not significantly

different from using an actor portrayal disclosure as perceived social responsibility

and emotional response to the advertisement.

Lynne Eagle (2007)34 in his article “Commercial media literacy” explained that the

commercial sponsored media literacy initiatives aimed at education of children. The

persuasive nature of advertising was evaluated against implicit theories underlying

their use, criticizing the motivation behind their implementation and the effectiveness

of evidence. Media literacy interaction analysis should be situated more explicitly

within the context of the age-related development of cognitive skills and also within

debate regarding possible negative impacts of persuasive communication. In addition,

the debate, the development of future interventions and research into the complex

combination of factors influencing dietary and life style choices should incorporate

evolving media forms, media convergence and the blurring of advertising,

information and entertainment.

31
Ashish Points (2007)35 in his article, “TV Scrolling advertising services at

Doordarshan” expressed that TV scrolling services is the form of advertising

services wherein the text messages are displayed at the bottom of the TV screens and

the messages are repeated over a period continuously giving it a scrolling effect.

Initially TV scrolling was extensively used for the broad casting of social messages,

issue of warnings regarding floods and cyclones. Subsequently the TV scrolling

service has been developed for the commercial purpose also TV scrolling service of

Doordarshan is in the evaluation stage. Each relay centre would have its own

experience. Challenges have to be faced with limited staff and resources. But if the

TV scroll service of doordharshan has been established and sustained, there was need

to accept the challenges and also seek the solution to the problem.

Dr.Karumesh Saxena et al (2007)36 in their article “An empirical study of

compatibility of advertising channels and products categories” explained the

fiercely competitive pressures that have led to the adoption of innovative marketing

practices. In recent times the growth and penetration of electronic media has

tremendously increased. The marketers have attempted to a create niche for their

product and services. Against that back drop an attempt has been made in this paper to

empirically analysis the form of advertising channels with appropriate products

categories. The findings of the study reveal the sharp contrast regarding the different

categories of TV channels. It implies clearly from the forgoing analysis that the

advertisers carefully select the appropriate TV channel space to reach the targeted

audience. It not only makes sound business sense on their part but it is convenient for

the customers as well to make more informed decision about whether to buy those and

services or not.

32
Swetha Tanwar (2007)37 in her article “Ambient media advertising : A new era of

creativity,” expressed the ambient media communication platforms that surround us

in every day life. These are innovative and rapidly expanding the scope of our home

advertising media. Ambient media imposes an impression on consumers when they

perhaps were not ready to receive which, means that they were not prepared to ignore

advertisement either. In India the advertising industry’s landscape has changed

completely and as one move from traditional advertising media like radio and

television to an idea centric media, clients now have huge interest in any new way of

getting their message out to the consumers who were no longer listening. It ahs

become a part of Indian advertising scene also.

Dr.Sabita Mahapatra (2007)38 in her article “Impact of emotive advertisements”

expressed that advertisements should provide the pictures of reality and different

kinds of people and the kind of lives they could lead. Advertisements should offer not

only a product but also a life style. The effect largely depends on finding out the

stages of the consumers and their present dominating needs. It is found that many

consumers not only the needed to be assured of their worth, but also needed to feel

special. In order to effectively persuade, advertisements should associate certain

values such as love, friendship, neighborliness, pleasure, happiness, and sexual

attraction and genes of power thereby transferring these values are attitude to the

product. “Advertising has particular function in evoking emotions and feeling through

the promise of pleasure and then connecting them to the purchase or possession of a

product. Therefore, an image of emotion combined with confidence and power was

what should be portrayed in the advertisements.

33
MaisSukkar et al. (2007)39 in their article “Advertising in the middle east:

Exploring the impact west” expressed that the language of advertising is family

connected to cultural norms, which in turn have an influence on modes of advertising

which hinges upon devising creative ways to match the advertising content with

socio-cultural norms and the legal environment of any particular country. Advertising

must consider differences among countries in the international scene, taking into the

account factors such as cultural media availability in the stage of industrial

development there is a call of shift from studying the words cultural studying the

process of hybridization. However the researcher knows too little about the Middle

East in marketing to follow that path yet. It is the intention of this study to stimulate

through about the region to better inform marketing practice and research in future.

Bhawna Garg (2007)40 in her article “Rural marketing study of consumer

behavior with reference to hair oil” analyzed the factors influencing brand choice

regarding various products. The researcher observed that television advertisement had

deep impact on the minds of consumers in villages. It was found that majority of the

respondents had changed their brand of hair oil through television advertisements.

Sudas Roy et al (2007)41 in their article “Psychographics and it effect on purchase

frequency –a study of college-goers kolkata India” analyzed the psychographic

characteristics of village college-goers of urban India and also underlined the effect of

psychographics on the frequency of purchase of different products/ services by them.

AIO (Activities interest and Opinions) inventory and the List of value (LOV) scale

were used to understand the psychographics of the target population. Frequency of

purchase of the products and services was also noted. It was found that the

34
psychographics had a strong correlation with product/ services groups with similar

purchase frequencies. Specifically, there would be a better match between product

and communication sign of the marketer with the needs of the frequent purchaser.

This would ultimately lead to more sales and profit for business organizations.

Kim Shyam Fam et al (2008)42 in their article “A study of liked/ disliked

television commercials in India” analyzed what contributes to advertising like

ability and advertising dislike ability in India by surveying the respondents in

Mumbai. The study identifying the seven likable attributes namely “entertaining,

‘warmth’, strong/distinct/ sex; ‘soft sell ‘’relevant to me’ ‘trendy/modernity/stylish;,

and status appeal. Some of these attributes were similar to previous studies while

others are uniquely Asian based attributes. For dislikeability, the adjectives in these

attributes were mostly behavioral related. the liking and disliking of the commercials

were attributed to general Indian values., family values and religious adherence. For

international marketers interested in advertising in the Indian market. It must be

remembered that culture plays an important role in consumer perspectives and

attributes, and so marketers must be take into account local sensitives. Further

research is suggested to gain an understanding of advertising likeability and

dislikability and purchase intention.

Jullian Villanueva et al (2008)43 in their article, “The impact of marketing

induced verus word-of- mouth customer acquisition on customer equity growth”

analyzed investments or companies could acquire customers through costly but fast-

acting marketing investments or through slower but chapter word-of-mouth processes.

Their log term success depends critically on the contributing of each acquired

35
customer to overall equity. An application to a web hosting company reveals that

marketing-induced customers add more short-term value word-of-mouth customers

add nearly twice as much long term value to the firm.

Dr. Rashmiprakash (2008)44 in her article, “The role of women in advertisement”

concluded that advertisements seem to be obsessed with gender and seuality and

continue to represent an arena in which gender display plays a major role. Television

has a wide reach and it could be effectively utilized to empower women through

innovative programs. Women are aware that he trends in advertisements in particular

and the media t large. Are to seen within the broad historical social context. Many

women and men professionally engaged in advertising do have sensitive consciences.

High ethical standards. But even for them external pressures-from the events who

commission their work as well as from the competitive internal dynamic profession-

could create powerful inducements to unethical behavior.

Peter .J Danahar et al (2008)45 in their article titled, “ The effect of competitive

advertising interference on sales for package goods” expressed that competitive

advertising interference could occur when viewers of advertising for a local brand

were also exposed to advertising measures for competing brands within a sort

period.(e.g one week for television advertising). Although competitive advertising

interference has been shown to reduce advertising recall and recognition and brand

evaluation measures, the results showed that competitive interference effects on sales

were strong. when one or more brands advertising in the same week is the focal

brand, the advertising elasticity diminishes for the focal brand.

36
Kunal Gaourav (2008)46 in his article titled “International advertising strategy

standardization or adoption?” analyzed that have there was a well known fact that

the whole world was shrinking towards a common market place where companies

from various countries are offering products and services for the cosmopolitan

customers. Very often firms are adopting different approaches for advertising

products and services in overseas market even for the same products with same

features. Although the intent of this article was to develop the comprehensive frame

work to capture the relevant factors influencing the international advertising decision

regarding adoption, and to understand what makes a particular approach for

advertising to remain unbeaten across the action, this article certainly contributes to

the ongoing debate of standardization versus adoption approach of advertising.

Finally it could be said that no single advertising approach is perfect throughout the

globe. Among all the approach in advertising, contingency approach of international

advertising is more acceptable as this approach not only recognizes local differences

but also accommodates some degree of standardization. Decision makers must have a

clear understanding regarding the nature of products and services, local market

situations, budget constraints, communication objective before selecting a particular

approach of advertising to design effective advertisements for international customers.

Manish Metal (2008)47 in his article “TV viewing behavior among Indian kids”

analyzed the importance of TV among Indian children have become the most

important market segment and the focus of attention for the marketers and advertisers.

The knowledge would be helpful in designing promotional strategy to reach the most

prominent marketer in the superior way. With these objectives, the author carried out

research to understand the TV viewer’s habits of Indian children. The study provides

37
evidence that Indian children like watching TV. They prefer TV viewing over than

activities like playing, reading and studying. On an average, they watch 1.20 hours on

weekdays, while on weekdays on holidays , the average TV viewing time increases to

2.47 hours. While children like watching TV the most, they are not found of TV

advertisement and do not like watching them. The research also indicates that kids’

channels are very popular among children, with Disney channel topping the list of

most preferred TV channel.

Dr. Sachin S. Vernekar et al (2008)48 in their article “Kids mean business-

marketers beware! A market survey on impact of advertisements on Indian

kids” attempted to study the impact of increase in disposable income on the spending

pattern of parents across categories and how kids influence their buying decisions.

Advertising marketing is increasingly ubiquitous in children’s world and that world is

becoming less accessible to parents. Major advertisers are in school, on the internet,

on video films and music as well as on TV, which children increasingly prefer. They

concluded that their influence children exert on the purchasing decisions in

households is extensive and on the increase , which might be distributed to using

disposable income on the one hand increasing effect of advertising on the other.

Jaime Noriega et al (2008)49 in their article “Advertising to bilinguals: Does the

language of advertising influence the nature of thoughts?” considered whether the

choice of language of advertising to bilinguals influences the types of thoughts they

have in response to an advertisement. The underlying issue was whether advertiser

could use language of execution of a strategic variable with which to generate certain

types of associations that might facilitate persuasion. The author considered the issue

38
from social cognition perspective. They hypotheses that a native – language

advertisement was more likely to elicit self- referent thought about family, friends,

home land, which in turn might lead to more positive attitude measures and

behavioral intentions. Further –more the author showed that these effects were

moderated by the consumption context presented advertisements.

Anil Chandhok et al (2008)50 “Creativity a strategy to successful advertising”

expressed the importance of advertements in the common’s life. In the present

scenario, business houses the world over are facing stiff competition, were in to

survive and be successful, rational thinking accompanied by creativity is essential.

The article discusses one dimension of strategy i.e creativity to give an idea about the

importance of strategic thinking in the changing environment. Creativity as strategy

can be applicable in business organizations including the service sector. The authors

concluded that creativity, as a energy can be the key to successful advertising. Along

with creativity, the organizations must have a clear, robust and motivating strategy,

formulated by using a proven process. Technology strategy can also be used to gather

information about the customers using the technological gadgets like internet portal

and telephones. Even animations used for advertisements are also technologically

creative. Finally the authors concluded that for a good advertising strategy, a focused

diversified and global attitude is must.

After a brief review of the past related studies and ascertaining the

individuality of the present study in this chapter, the study steps further to bring out

the growth and development of the markets and TV advertisement in India and to

visualize the current scenario in chapter III.

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