CHAPTER-1 INTRODUCTION

INTRODUCTION
We are living in the era of information, science & technology. Media plays a vital role for the dissemination of information and persuasion. In this age of media boom, it is practically impossible to underrate the impact and significance of advertising informing guiding and persuading every single person expose to it. Advertisement covers almost every area of thought process and action. Advertisement is multi dimensional. It is a form of mass communication, a powerful marketing tool, a component of the economic system, a means of financing the mass media, a social institution, an are form, an instrument of business management, a field. Advertising is a message paid in any form by an identified sponsor and delivered through some medium of mass

communication. Advertising is derived from a Latin word- "Ad Verte" - which mean to turn the mind toward. Advertisement is a persuasive communication.

According to Frank Jefkins - "it is the means by which we make known what we have to sell or what we want to buy." Albert Looken, the father of modern advertising said -

"Advertising is salesmanship in print." But he offered that definition long before radio and TV at a time when the scope and nature of advertising were quite limited. Today we may define advertising as a communication process, an economic and social process, an information and persuasion the most common definition given by AMA. (Advertising Marketing Association) is "Advertising is the non personal communication process, of information, usually paid for and usually persuasive in nature, about product (goods/services) or idea or images by identified sponsors through various media." The characteristic features of advertising are: It must be non-personal communication as differentiated

from personal selling. It should persuade the target audience with relevant

information. It may be presented in any form in any medium or in a

combination of forms suiting the media where it is carried.

It should be paid for. It is controlled in the sense that the advertiser can

control the content, time and direction of the message. The source and purpose of the message should be

identifiable.

ROLE OF ADVERTISING
Advertising play a vital role in the society and on economy of the society as: Advertising is a strong communication tool for providing

information to both consumers and industrial purchasers regarding product quality, price and new technology. It helps raising standards of life by bringing in

information about new products, services and concepts. It also generate awareness about the brighter and healthier aspects and environs. Advertising helps in generating employment and

improvement in GNP. Advertising sponsors competitive market and indirectly

provides check and balance against market leaders and

monopolists. Advertising helps in lowering prices. Advertising subsidies media expenditure and help media

to maintain independence to a great extent. The role of advertising are many, there are three primary roles: Give information Generate needs Promise to fulfill needs

FUNCTIONS OF ADVERTISING
Advertising is an important part of many marketers promotional mix. As it can be cost-effective method for communicating with large audiences. General aim or focus of advertising is to provide a possible help to sales. The most co. objective is to: Create awareness Educate or convey information

Induce preparedness y Provoke or motivate

 Remind or reassume Project a new brand image, e.g. Pepsi, the drink for freedom lovers. Project a corporate image, e.g. Femina, for the women of substance

ADVERTISING AND ITS ROLE

Marketing is the first major function to be studied in most of the business organization in the contemporary world. In the world of competition, the manufacturer has to be first decide what are the needs and wants of the consumer and then to go for the manufacturer of the products according. So modern concepts starts and ends with the consumer. Durker summarized this simple notion Until the consumer has derived the final utility, there is a really no product, there are only raw material, i.e., the main purpose of business is to create customer. It is a matter if everyday observation that hundreds of products are newly added to be sold in the market. The arrival of existence

of these goods must be know to consumers so that they can go for ultimate purchase. This purpose is served through

advertising. The world of Advertising which means To turn to. The dictionary meaning of the term is to give public notice or to announce publicity. AS A COMPONENT OF ECONOMIC SYSTEM Advertising has been most highly developed in the countries having a free market system. In a free market system, consumer choices determine what goods and services will be produced. A consumer to buy this item instead of that is infact is telling the economic system to make more of this and more of that. AS A MEANS OF FINANCING THE MASS MEDIA Advertising provides 60 to 70 percent of total revenue of newspapers and magazines. Commercial Television and Radio are financed entirely by advertising as an art form, as an instrument of business management, as a field of employment and as a profession. Advertising creates awareness through vast network of

Newspapers, Radio, Television, Magazines, Wall advertisement etc. To reach the million of customers, thus consumers are able

to accept those products which satisfy their needs and wants and reject those items that fail to live up to their claims. From the view point of society advertising has both beneficial and harmful effects. Advertisings help customers to save money by choosing product out of all products of same class. They also give increased knowledge about products and services. They also help in raising the standard of living. Advertising do help in fighting social proclaims like prevention, life security, hoarding, black-

marketing, drug abuses, smoking, drinking etc. Besides all the benefits, advertising do have some shortcomings. Advertising makes false statements which confuse and mislead consumers. Sometimes even defective goods are also advertised. Advertising also increases the selling price of the goods. Some advertisers use vulgarity and sexuality in the advertisements. Advertising is powerful economic and social free which persuade people to buy the goods and services. So, far the welfare of the society, it is vital that high ethical standards should guide the action of advertising practitioners. If advertising doesnt have the confidence of most of consumers, it will lose its influence and

surely die. Advertisements therefore, must speak in the honest voice of consumers. Unfortunately not all advertising follows recommendation. There is too much that is untruthful, exaggerated misleading in poor taste, etc, such advertising creates a misleading impression in the mind of consumers. We have numerous examples of such untruthful advertising. One of the most commonly used advertisements in testimonials. Usually famous personalities like film stars, players, and other reputed persons are shown with the products to exploits the sales even if they dont use these products. Hence, advertisements, which are untrue, misleading, deceptive, fraudulent should not be used.

INTRODUCTION TO ADVERTISING APPEALS

ADVERTISING APPEALS The communicators has to figure out what to say to the target audience to produce the desired response. This has been variously called the appeal, it can be defined as It is central idea around which the advertisement is created. It is called the

unique sales propositions. It represent a specific point of view or idea to be stressed in advertisement. It can arouse desire and induce action on the part of the customer. It is heart and soul of advertising copy or message. It point out most important reason leading to purchase of certain products or services. There are varieties of appeals : ADVERTISING APPEALS Rational Appeal Fear Appeal Humour Appeal Sexual Appeal Emotional Appeal Comparative Appeal Two Sides Appeal But for this dissertation we shall take up all the appeals separately. Thus we have the following advertising appeals :

Rational Appeal
This is an appeal to the audiences self conscious. They show that the product will produce the required functional

benefits. It is widely believed that the rational buyers are more responsive to rational appeals. In this demonstrating a products quality, economy, value and performance are included. e.g. a campaign designed to target audience to buy fire insurance could stress positive aspects i.e. its low cost relative to the other components, the services the company provides, its newness, and so on. Rational appeals use the strategy of reducing a persons anxiety about buying and using a product.

Fear Appeals
Advertisers can try to induce a particular behavioural change by using negative appeals also. The negative appeals use the strategy of increasing a persons anxiety about not using a product or service. Fear of social disapproval or loss of property to be used fear appeals have been employed to promote a wide range of products from toothpaste On the other hand insurance. Although people tend to prefer positive appeals but a fear appeal can make an advertisement stand out from others. Thus fear appeal can be particularly effective when individuals have been previously exposed to positive appeals and for those whose arousal or anxiety about the product is low and for those who

would not normally go for information about the product. Intense fear appeals might be best for people who tend to be high esteem people, who exhibit coping other who normally find the product of low relevance, who see themselves as generally having low stability to fear and anxiety. In many cases, these advertisements may not themselves as part of the market for product. Fear appeals may thus be particularly beneficial for those advertisers who are attempting to break new markets or new market segments. The earliest research on fear appeared to most that as the intensity of a fear appeal increase, the effectiveness in

persuading the audience will decrease. Later investigations gave following results : A fear appeal generates little motivation for attitude change, high fear appeals also yield little attitude change, because they activate defense mechanisms against shared aspects the message, which also screen out of the part of the message. Moderate fear appeals, which provide sufficient

motivation but do not activate perceptual defenses, appear most effective in generating attitude change.

More recently, others have argued that many factors may influence how audiences will respond to the appeal. These factors mainly include the following : 1. 2. 3. 4. Source Credibility. Audiences Characteristics The type of fear appeal used. The content of the message presentation.

Humour Appeals
This is a positive emotional appeal. Evidence has not established that a humorous message is necessarily more effective than a straight version of the same message. Humorous messages probably attract more attention and create more liking and belief in the sponsor, but humour may also detract from comprehension. The risk is that prospectus will remember the humour and not the product message. The humour appeal is most effective when the brand is identified in the opening ten second of the commercial and when the humour is relevant to the brand. But it has its limitations, and does not apply to every product or service. Moreover, it is difficulty to appeal to all tests. Still it is widely used in ratio, television and print media. It's

advantages include : 1. It helps to make advertising pleasant and acceptable ideal for an entertainment medium. 2. 3. Lends itself to slogans, jingles and easily read messages. It can be combined will illustration situations characters comedians cartoonists.

Sexual Appeal
Strenthal and Craig said that several reasons for employing sexually oriented themes are to gain product and brand

attention, recognition, recall and sales. While little doubt may exist as to the attention gaining value of a nude female, a question still exists as to the value of nudity in achieving the remaining objectives. Opinions on matters of sex are subjective to the utmost degree. Although no advertiser, knowingly will use sex appeals in a manner that will offend the majority of the target audience, there is no doubt that such appeals do create interest in advertising messages. It has always so much what is in the ads as what the viewer see to it. What is deemed to be sexy be one

person may be bland to another, and we all recognize that the standards of what is socially acceptable are subject to a change in the society. But today the use of sexual appeal is on a change even for products which could be very well advertised without this appeal. Much use of this appeal is made in hoardings because this makes the hoardings stand out among the cluster of other hoardings and thus achieves its first objective of gaining attention.

Emotional Appeal
This appeal attempts to stir up some positive emotions like joy, beauty, pride, achievement, parental instinct, love, romance, etc. that will motivate purchase. Family settings, college students on a picnic at duos on a holiday are shown using the product or service being advertised and the advertiser wants the viewer to associate the product with happy time and good moments. Pride : This theme can be used to popularize luxury articles among rich, the possession of which gives them a distinctive status and a feeling of pride. Beauty : This theme can be used in advertisements for

cosmetics, perfumeries, toilet soaps etc. for men and women. Parental affection : All advertisements copies of products meant for children such as toys, baby food and dresses etc. use this feeling. This is being used for each products as electricity generators (you would not let your child to think of ghosts and week when the electricity goes off) and refrigerators (child persuading parents to buy Kelvinator refrigerator). Achievement : e.g. happy atmosphere is shown because a boy has cleared PMT and had taken coaching from Sachdeva College. Joy, love and togetherness are other themes used in

advertisement. Love always does not mean hugs and kisses it could be a husband cooking food in the kitchen for his ill wife (as depicted in Amul Ghee ad.). Fun and togetherness are well brought out in the soft drinks advertisements.

Comparative Appeal
This refers to advertising messages that makes some of the comparison between the promoted brand and some other brands. In a stricter sense, sense, this would mean comparison with one or more specifically named or recognized brands of the some

generic product in terms of one or more specific products or attributes. Since 1979, the Federal Trade Commission has allowed the practice of using comparative appeals in advertisements, based on the belief that such as would provide consumers with more and better information for making brand comparisons. But, here in India, this appeal is not widely used because of legal restrictions. However, we still find this appeal being used by Suft, Ariel detergent powder, Pepsi, Pepsodent, these advertisements have comparative appeals. Although many advertising practitioners extol the benefits of comparative appeals, research evidence has suggested a number of potential problems. These include the following : 1. Comparative advertisements have not been shown to be significantly awareness. 2. Comparative advertisement may result in information over load for consumers. 3. Comparative advertisements may be perceived as more effective in increasing brand

offensive

and

they

sponsoring

company

may

be

perceived as less trustworthy.

Oneside Vs. Two Sided Appeal

An advertising message can be either one sided or two sided. A one sided message is one in which only the strengths of the communictors position are described. A two sided message, on the other hand, presents the strengths of the communicators position as in the one sided message, but it also either admits to weakness in the communicators position to some strengths in the opposite position. Two questions arise regarding message sideness : 1. Why would anyone want to admit weakness in his or her own product of mention strengths of competing products? 2. Which approach is more effective? The answer to the first question lies in discussion of the second. Either approach can be more effective than the other depending upon conditions under which the message is presented. The relevant conditions are :

1. 2. 3.

The audiences initial opinion on the issue. Their exposure to subsequent counter arguments. The audiences educational level. In the first condition, a one-sided argument appears to be

more effective when the audience is already in agreement with the communicators position, and a two-sided message is more effective when the audience initially disagrees with the

communicators position. In the second condition, a two-sided message would be more effective if the audience is likely to receive counterarguments in the future, such as when competitors make counter-advertising claims. This suggestion has been derived from what has become known as the immunization theory in essence, this theory holds that just as people are inoculated with essence to increase their resistance to diseases, as per the audience to weakened forms of counter-arguments will tend to immunize them from more strongly stated opposing arguments that they will confront at late time. Therefore, by using the technique, sales people could take the wind out of their competitors sails (And sales) by presenting buyers the required

messages. In the third condition, a two sided message appears to the more persuasive on better educated customer where as a one sided message is more effective in changing the opinions of less educated customers. Because better educated people generally are more capable of seeing both sides of an argument anyway, a communicator should either admits the strengths of opposing views or weaknesses in his own position.

USE OF CELEBRITIES IN ADVERTISEMENTS

The latest craze in advertisements to be to adopt the formula of Celebrity advertising. In their attempts to improve the effectiveness of their advertising, a number of marketers ultilise celebrities to present their and message. A well-chosen celebrity can draw attention to a produce or band. The primary advantage of using celebrities is that they improve product recognition in a promotional environment filled with hundreds of competing commercials. As competition is increasing at greater pace among marketers the need arises for them to attract consumers and they are adopting this technique of using celebrities in ads. The use of celebrities makes the viewers more

through different stages of consumers adoption or decision making process as explained in communication effect model, very quickly at each and every stage. The use of celebrities in ads brings faster awareness in the first stage. This is because of the high recognition a celebrity has. In the second stage, interest knowledge celebrity ads kindles interest very quickly as it is endorsed by the celebrity. A celebrity ad makes evaluation easy for consumers so that the trial is automatic if the product is well designed. Consumers will try to evaluate it and would like to make a trail through this stage. The adoption may be for longer period of time. During post adoption stage, the use of celebrity reinforces the confidence of

consumers, which if often known as Reinforcement Advertising. The choice of celebrity is critical. The celebrity should have high recognition, high positive effect and high appropriateness to the product. Any celebrity who possesses these factors will significantly influence the consumer. These factors will help a marketer a lot in establishing a brand in the minds of consumers. In todays world, where competing ads try to gain attention of viewers/readers, the formula of celebrity advertising will click and

these ads will have a definite edge over other ads. Because of high recognition of celebrity among masses, ads carrying celebrity will make easy for the market to make a roadway into the consumers choice set. Due to high recognition, celebrity ads will create easy awareness and high recall of brand. Another factor of high positive effect plays an important role. Because of the high positive image celebrities have, consumers will feel the genuineness of the product/brand and their

believability will be high, in terms of the product functionality. High appropriateness to the product is a critical one is arousing interest among customers. For this technique to succeed, the celebrity must be a credible source of information for the item being sold. He/she should have some sort of relationship with the product being endorsed. Celebrity advertising is ineffective when there is no

reasonable relationship between the celebrity and the advertised product or service. It is to be seen how far the celebrity resembles the product Robert. B. Evans, in his book Production and creativity in Advertising asserts. More debilitating still than the absence of combination between the endorser and that which

he/she is endorsing is about the product. Further, he says, the use of celebrities if they dont have a distinct and specific relationship consumer believe that the celebrity has been bought, and handsomely pain to say fine things about the product they are advertising tends to produce the Vampire effect : they such the life-blood of the product dry, the audience remembers the celebrity but not the product. Testimonials given by the experts will have a scintillating effect. For a food item being endorsed by an export like Sanjeev Kapoor will have a significant effect, as he considered being an expert in his field. This way of relationship will definitely bring substantial benefits to the advertiser. As Alastair Cromption in The Craft of Copy writing assets if you do choose a star, be sure he or she has some kid of a relationship with the product. If this s not always possible, it is atleast desirable that the star in the commercial is put on trial if there is a mismatch. One has yet to see any attempt to inject more credibility into celebrity consumption of the brand. Further, if the celebrity involves in a scandal it will create a negative image of the product. The trustworthiness of the

product is at stake if such an incidents happen. As seen in the recent past, some cricketers were found to be involved in match fixing scandal. And one such cricketers ads were withdrawn immediately after such incident. Similarly in a cigarette

advertising in which a Hollywood actor, who expired because of a throat cancer was also withdrawn. With the advent of Satellite TV Channels, it can be said that there is a substantial increase in the number of ads. This made more scope for consumers to watch the same ad and on different channels at different points Television is a popular and essential media for ads. But the disadvantage is viewers will be Zipping and Zapping channels. To take care of this advantage

advertiser will resort to Chameleon advertising Chameleon advertising refers to devising commercials relevant to the programme during break tike. If live telecast of cricket or a movie is going on and during break time if advertises show ads of cricketers or movie stars, such advertising is called Chameleon Advertising. This kind of technique may bring advantage to advertisers. As now a celebrity endorses various different kinds of

products, confusion will develop in the minds of consumers as to win which product the celebrity is associated. This will ultimately make consumers forget the product and solely remember the celebrity only. The real goal of celebrity advertising will be missed. David Ogilivy in his book, Ogilivy on advertising asserts the same point. He says Testimonials from celebrities get high recall scores but consumers remember the celebrity and forget the product.

CHAPTER-2 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Market research methodology is an old as the marketing is without which it is almost impossible to reach at any tangible decision. Although various methods are adopted to undertake this activity but the goal is almost same i.e. to place the product in the consumers mind. There is a very famous quote If you are confident of doing something half of the work is done confidence comes when you have a proper framework for the particular job. Hence to carryout any work it is necessary to chalk out a framework. To carry out the research project we first define the research methodology that it is used for the research. Research methodology is the way of systematically solving the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted during the course of research along with the logic behind them. It is necessary for the research to know not only the research methods but also the methodology.

The purpose of the research is to discover the answers to the questions through the application of scientific procedures. Though each research study has its own scientific objectives we may thing of research objective as falling in to a number of following broad groupings. 1. To gain the familiarity with a phenomenon or to achieve new insights into it. 2. To portray accurately the characteristics of particular individual situation. 3. To determine the frequency with which something occurs or with which it associates with something else.

1.

Nature of the project

The project assigned to me was Impact of Advertising

Featuring Celebrities. This was basically a survey to know the customers perception regarding advertising featuring celebrities. To know the preliminary information regarding consumers a survey was conducted in 1 district (Hisar).

2.

Objective of the study

Study of consumer attitude regarding celebrity advertising

is itself suggesting the objective of the project but to make the objectives more specific and clear we study the following aspect : To study the role and function of advertisements featuring celebrities. To find out the impact of celebrity on the project. To find out the effectiveness of these advertisements i.e. if the customer is really and finally motivated on buying the project. To find out the impact of these advertisements featured in various media i.e. electronic media and print media. The views of audience on advertisement. Their taste and preferences. Awareness about advertisement. What features they feel are more important in celebrity advertisement. What type of celebrities they like. There are some of the main points, which I want to study. An attempt has been made to find out whether the various

segment in the universe differ in their views towards celebrity advertisements and their effects.

3.

Survey Planning
Planning is the most essential part for a successful survey.

A right approach has to be decided before heading forward keeping in mind the objective. Due considerations has to be given at this stage towards : 1. 2. 3. 4. 5. 6. 7. Purpose of the survey Scope of survey Units of the data collection Sources of data Techniques of data collection Degree of accuracy desired Miscellaneous consideration

4.

Sampling Plan
The size of the sample directly related to the accuracy of

the analysis. The size of sample also depends upon the research topic. A big sample size is hard to analyze so a sample size is always determined according to the demand of the topic. In this

survey one structured questionnaire was prepared for farmers for the collection of data from defined sample size. Sample Size (100) 25 students 25 businessmen 25 housewives 25 job holders

5.
(a)

Survey Methodology
Collection of Data This is the one of the most essential parts of any study. It

forms the foundation for the whole of statistical analysis. Faulty data can lead to unreliable conclusions so much care is required while collecting the data. * Primary source of Data : Students, Housewives, Business Men and Job Holders. * * * Area Covered Instrument of Survey Types of questions : Hisar : Questionnaire : Open and Close Ended

(b) Organizing the Data Collected data are meaningless unless presented in a proper manner to make them useful in decision-making. The data obtained is edited, classified and put in a tabulated form to make it understandable. (c) Presentation After collecting and analyzing the data, it is ready for presentation. There are different modes of presentation including charts, figures, diagrams and graphs etc. The main purpose of presentation is put the collected data into an easy readable form. In the current project report data has been graphically presented by pie diagrams and bar diagrams. (d) Analysis of Data Having gathered the data, the researcher has to proceed towards drawing conclusion by logical inference. At this state, the data is in a tabulated form and requires to be interpreted. Thus, analysis involves the refinement and manipulation of data. It basically involves : Bringing the raw data into measured data

 Summarizing the data Applying analytical methods of manipulate the data so that their interrelations and quantitative meaning become

evident. Tools of Analysis : No. of Respondents (e) Interpretation Interpretation means to bring out the meaning of data or convert data into information. The climax of the research process is approached as one prepares to draw conclusion from the data analyzed. The whole investigation culminates reaches in drawing inferences that leads to conclusion. This phase calls for a high degree of interpretative skill both quantitative and logical.

6.
1.

Limitations of the Study

The sample size for the study was small considering scope of the study. 2. Time was major resource constraints as a lot more depth could have been provided to study with more availability of time.

3.

Respondents were quire busy and there for did not have enough time for questionnaire.

4.

Respondents were firstly made clear about the meaning of questions before getting answers.

5.

Celebrities are advertising so many products so the people are not able to recall the product and their celebrities.

CHAPTER-3 ANALYSIS & INTERPRETATION

DO YOU WATCH T.V.

Opinion/ Respondent s Yes Sometimes No Total Students Housewife Businessman Job Total Holder 20 5 0 25 77 23 0 100

22 3 0 25

20 5 0 25

15 10 0 25

Do you watch T.V.

25 20 15 15 10 10 5 5 0 Students Housew ife Businessman Job Holder Respondents Yes Sometimes No 3 0 0 0 0 5 22 20 No. of Respondents 20

DO YOU WATCH ADS. ON T.V.

Opinion/ Respondent s Always Sometimes Never Total Students Housewife Businessman Job Total Holder 15 10 0 25 63 37 0 100

17 8 0 25

19 6 0 25

12 13 0 25

Do you watch ads on T.V.

20 18 No. of Respondents 16 14 12 10 8 6 4 2 0 Students Housew ife Businessman Respondents Alw ays Sometimes Never Job Holder 0 0 0 0 8 6 12 13 10 17 15 19

DO YOU READ MAGAZINE

Opinion/ Respondent s Always Sometimes Never Total Students Housewife Businessman Job Total Holder 15 6 4 25 51 28 21 100

20 5 0 25

5 12 8 25

11 5 9 25

Do you read magazine

25 20 No. of Respondents 20 15 15 10 5 5 0 0 Students Housew ife Businessman Job Holder Res ponde nts Alw ays Sometimes Never 5 12 8 5 11 9 6 4

DO YOU GO THROUGH ADS IN MAGAZINE

Opinion/ Respondent s Always Sometimes Never Total Students Housewife Businessman Job Total Holder 13 4 8 25 43 26 31 100

18 7 0 25

3 10 12 25

9 5 11 25

Do You Go Through Ads in M agazine

20 18 16 14 12 10 8 6 4 2 0 18

No. of Respondents

12 10 7 5 3 0 Students Housew ife 9

13 11 8 4

Businessman

Job Holder

Respondents Alw ays Sometimes Never

WHY DO YOU LIKE THESE ADS.

Opinion/ Respondents Because of the awareness created by the ads Because of way of presentation Trustworthiness of the Ads. Total Students 10 Housewife 9 Businessman 13 Job Holder 12 Total 44

8 7 25

5 11 25

6 6 25

7 6 25

26 30 100

HOW DO YOU FIND ADS FEATURING CELEBRITIES

Opinion/ Respondent s Excellent Sometimes Never Total Students Housewife Businessman Job Total Holder 5 15 5 25 23 56 21 100

8 10 7 25

4 16 5 25

6 15 4 25

DO YOU LIKE AD FEATURING CELEBRITIES

Opinion/ Respondent s Yes No Total Students Housewife Businessman Job Total Holder 22 3 25 88 12 100

25 0 25

21 4 25

20 5 25

WHICH TYPE OF CELEBRITIES YOU LIKE

Opinion/ Respondent s Filmstar Model Players All of them Total Students Housewife Businessman Job Total Holder 5 3 6 11 25 31 13 22 34 100

7 3 8 7 25

9 4 3 9 25

10 3 5 7 25

WHICH ADS HAVE MORE IMPACT ON YOU?

Opinion/ Respondents Ads on Print Media Ads on Electronic Media Total Students 3 22 Housewife 2 23 Businessman 4 21 Job Holder 5 20 Total 14 86

25

25

25

25

100

DO YOU BUY THESE PRODUCTS

Opinion/ Respondent s Always Sometimes Never Total Students Housewife Businessman Job Total Holder 3 20 2 25 15 81 4 100

5 20 0 25

3 22 0 25

4 19 2 25

WHY DO YOU BUY THESE PRODUCTS

Opinion/ Respondents Due to celebrity Celebrity shows quality products As expensive ads means quality product Due to product only Total Students 5 3 2 15 25 Housewife 4 2 2 17 25 Businessman 6 4 2 13 25 Job Holder 3 2 3 17 25 Total 18 11 9 62 100

DONT YOU THINK CELEBRITIES ARE ADVERTISING POOR QUALITY AND HARMFUL PRODUCTS, WHICH THEY DONT USE BUT THEY ARE APPEALING TO PEOPLE FOR USING PRODUCT

Opinion/ Respondent s Always Sometimes Never Total

Students Housewife Businessman

Job Total Holder 6 16 3 25 22 66 12 100

4 19 2 25

5 15 5 25

7 16 2 25

WHY CELEBRITIES ADS ARE BETTER THAN NONCELEBRITIES ADS

Opinion/ Respondents Celebrities are well known by people They have high remembrance value in the mind of customer Celebrities advertise only high quality product Total

Students 5 16

Housewife 14 8

Businessman 12 8

Job Holder 6 15

Total 37 47

16

25

25

25

25

100

WHAT ACCORDING TO YOU IS MORE IMPORTANT?

Opinion/ Respondents Products Celebrity Both Total Students 16 4 5 25 Housewife 13 7 5 25 Businessman 15 4 6 25 Job Holder 18 3 4 25 Total 62 18 20 100

CHAPTER-4 FINDINGS

FINDINGS
Almost all people watch T.V. but very few people always watch advertisements on T.V., remaining did not pay attention on the advertisements or they change the channel. Very few people always read and go through the

magazines. Most of the peoples recall these advertisements and their celebrities. Pepsi Coco-Cola Airtel Boost Dabur Avio Star City Sharukh Khan Aamir Khan, Aishwria Rai Sharukh Khan Virender Sehwag, Sachin Tendulkar Amitabh Bachan Saif Ali Khan and Rani M.S. Dhoni

Due to the attractiveness of ad featuring celebrities, most of the people like these ads. Most of the businessman like filmstar as a celebrities in the advertisement, 52 housewives like actor or model as celebrity. Job holder like player as celebrity and most of the students

likes all of them as celebrity. Most of the people like ad featuring celebrities because they get a change to see their favorite one. Very few buy the product due to celebrity. 62 of the people buy the product because the quality of product. 66 people says sometimes celebrities advertise poor and harmful products. Almost 90 people says celebrities ads are better than noncelebrities ads because are well-known by people and they have high remembrance value in the mind of customers.

CHAPTER-5 CONCLUSION

CONCLUSION
On the basis of analysis done and interpretation drawn we can conclude that most of people like the advertisements but they are not much influenced to buy the products being advertised by celebrities. It was also found that electronic media have more impact on the people regarding advertisements. Recalling is more easy in case of electronic media. On the behalf of this study, we can say that product is more important for consumers than celebrity, factor which are responsible for liking of celebrity advertising are mainly popularity of celebrities and way of presentation. It was found in the study that sometime celebrity ads are misleading and false, they even endorse cheap and inferior products. In the end it can be said that customers only like the advertisements featuring celebrities but they are not much influenced to buy the products.

CHAPTER-6 SUGGESTIONS

SUGGESTIONS
On the basis of research conducted, the following

suggestions are being made : 1. Advertises should not show advertisements that are misleading and false. They should promise only that features/quality which they can provide. 2. False claims about the quality and the price of the product should not be made by celebrities to misguide the consumers. 3. As it is found in the study that celebrities only attract the consumers through advertisement, but didnt motivate them to buy the products. It still advertisers want those celebrities they should feature only film stars and sports persons because they are liked by consumers among the celebrities. 4. It was also found in the study that the consumers like the celebrity advertisement because of the popularity of the stars. But now a days the popularity of the, stars changes

every week so, the advertisers should not rely on celebrities but instead use common man for advertising which is more appealing and feel near to reality. 5. Advertiser should advertise more on electronic media than print media, as it have more impact on consumers. Audio visual cues have more remembrance power then the visual media. 6. The ads along with featuring the celebrities, should also have same influential causes about the product to motivate the consumer for purchasing them. 7. Before endorsing any product the celebrities should made due caution to ensure its quality.

BIBLIOGRAPHY
1. Aaker, Bavid and John G.Myers, Advertising

Management, Prentice Hall of India, New Delhi, 1983. 2. Engl, J.F., D.T. Louat and R.D. Blackwell, Consumer Behaviour, Rinchard and Winston, New York, 1973. 3. Jacfkins, Frank, Advertising Made Simple, 3rd edition, 1982. 4. Kotler Philip, Marketing Management-Analysis, Planning and Control, Prentice Hall of India, New Delhi, 1981. 5. Sehiflman, Leon and Leslie Kaunak, Consumer

Behaviour, Prentice Hall of India, New Delhi, 1988.

A RESEARCH PROJECT ON

IMPACT OF CELEBRITIES ADVERTISING

Submitted in partial fulfillment of the requirement for the degree of Master of Business Administration (Session 2004-2006)

Supervised by: Dr. M. R. P. Singh, Lecturer, Deptt. Of Business Management

Submitted by: Ravinder Kumar Roll No. 0410151 MBA Final Year

DEPARTMENT OF BUSINESS MANAGEMENT GURU JAMBHESHWAR UNIVERSITY, HISAR-125001

CERTIFICATE
This is to certify that Mr. Ravinder Kumar, final year student of MBA has worked on the research project entitled, Impact of Celebrities Advertising under my supervision. He has shown a tremendous zeal, working spirit and enthusiasm towards this project. I wish him all success in life.

(M.R.P. Singh)

PREFACE
One may swot but practice makes a man perfect. To acquire the practical knowledge of what is happening in the real world it is necessary to have experience of real world and how you can apply different concepts of marketing. Being a student of management is being the area of my specialization. I did my research project about Impact of Celebrities Advertising. In this project, I lad emphasis on : 1.
2.

To find the most suitable media for advertising. Impact of celebrities in advertisement and most famous celebrity now a days.

3.

Impact of advertisement on viewers. The results which I got has been presented in the forming

report in this spirit. Presentation of report has been make in the manner such that it is easy for the reader to know maximum details in the least time.

Ravinder Kumar

ACKNOWLEDGEMENT
It gives me an immense pleasure in expressing my deep sense of gratitude to Mr. M.R.P.Singh, Department of Business Management, Guru Jambheshwar University, Hisar for his learned counsel, sagacious guidance, keen interest, kind encouragement and efficient supervision during entire course of study, helpful criticism all along the investigation and organization of this report. I fail to find proper words at my command to express my feelings of gratitude to him for acting my guide. This instrument of acknowledgment will remain incomplete if I do not express my gratitude to the target respondents who extended their unreserved co-operation during data collection. I own an encompassing debt to my family and friends for their affection, co-operation, assistance, inspiration and blessings without which this study would have remained a dream only.

Ravinder Kumar

CONTENTS
Certificate Acknowledgement (i) (ii)

Page No. INTRODUCTION Advertising and its role Advertising appeals celebrities in advertising RESEARCH METHODOLOGY Nature of Project Objective of Study Survey Planning Sampling Plan Survey Methodology Limitations of the study ANALYSIS AND INTERPRETATION FINDINGS CONCLUSION SUGGESTIONS ANNEXURE Questionnaire Bibliography 1-25

26-34

35-49 50-52 53-54 55-57