Major Project 15

“A STUDY ON PERCEPTION ON POLITICAL
ADVERTISEMENTS AMOUNG COLLEGE STUDENTS”
Project report submitted to
CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA
In partial fulfillment of the requirements for the award of the degree of

Master of Commerce
Submitted by
NAMITHA T.M
(Reg.No:CCATMCMO14)
Under the guidance of
Dr. ARUN BALAKRISHNAN
POST GRADUATE DEPARTMENT OF COMMERCE CHRIST

COLLEGE (AUTONOMOUS), IRINJALAKUDA
UNIVERSITY OF CALICUT
MARCH 2021
CERTIFICATE
This is to certify that the project entitled “A STUDY ON PERCEPTION ON

POLITICAL ADVERTISEMENTS AMONG COLLEGE STUDENTS” by
Ms. Namitha T.M is a bona-fide record of work done under my guidance and
supervision in partial fulfillment of the requirement for the award of the degree in
master of Commerce.
Dr. JOSHEENA JOSE Dr. ARUN BALABRISHNAN
(Head of the department) (Project Guide)

DECLARATION
I, Namitha T.M, hereby declare that the bona-fide record of “A STUDY ON

PERCEPTION ON POLITICAL ADVERTISEMENTS AMOUNG COLLEGE
STUDENTS” done in partial fulfillment of the master degree program of Calicut
University under the guidance of Dr.Arun Balakrishnan, Post Graduate Department
of Commerce, Christ College (Autonomous), Irinjalakuda
I also declare that the project has not formed the basis of reward of any degree or
any other similar title to any other University.
Place: Irinjalakuda NAMITHA T.M
Date: 30-03-2021
ACKNOWLEDGEMENT
First, I praise and thank God Almighty who showers his plentiful blessings upon me,
who guide, shield and strengthen me all the time.
I wish to express my profound gratitude and heart-felt thanks to our

Principal Fr. Dr. Jolly Andrews CMI for his encouragement and for giving me
permission for the study.
I am thankful to Dr. Josheena Jose, our HOD and my Project Guide

Dr. Arun Balakrishnan, without whose guidance and encouragement, I could not have
completed my Project work. In spite of his busy schedule, he spared some of his
precious time to me for this work. His moral support besides the scholarly guidance in
research is the foundation of this Project. Thank you, for all the help and guidance.
I’m also thankful to the other faculties of the department for their valuable advices and
co-operation, rendered for the successful completion of my project.
I am sincerely thankful to the teachers in various schools and colleges in the

Irinjalakuda locality who helped me in getting data for analysis. Without their help
it will be more difficult for me to get my questionnaire filled.
I put forward my thankfulness to the Librarian and Non-Teaching Staffs of

Christ College Irinjalakuda (Autonomous) for their co-operation. I also take this
opportunity to thank my parents, friends and classmates who have been a source of
inspiration. Without their encouragement, it would not have been possible for me to
complete my project successfully.
Place: Irinjalakuda
Date: 30-03-2021 NAMITHA T.M

CONTENTS
sl.no TITLE Page

no
1 List of tables
2 List of figures
3 CHAPTER 1-INTRODUCTION 1-4
4 CHAPTER 2-REVIEW OF 5-13
LITERATURE
5 CHAPTER 3-THEORETICAL 14-33
FRAMEWORK
6 CHAPTER 4-DATA ANALYSIS AND 34-51
INTERPRETATION
7 CHAPTER 5-FINDINGS, 52-55
SUGGESTIONS AND CONCLUSIONS
8 BIBLIOGRAPHY
9 APPENDIX
LIST OF TABLES
TABLE TITLE PAGE

NO NO
4.1 Age wise classification of 34
respondents
4.2 Gender wise classification of 35
respondents
4.3 Education qualification 36
4.4 Marital status 37
4.5 As part of campaigning, the political 38
parties do a lot of advertising
4.6 The political parties advertise after 39
their promises have been met
4.7 I don’t bother about political ads, I 40
love my party and I vote for them
4.8 When my political party keeps the 41
promises and when they advertise it,
it will be happy
4.9 Political party’s TV ads are 42
emotionally touching and so I like it
4.10 Some political ads contains false 43
promises
4.11 I don’t see party advertising another 44
party in their ads
4.12 Political ads push people to vote for a 45
particular party
4.13 Political parties don’t advertise, the 46
promises they have made during
political campaign and which have
not been met
4.14 Voting results are affected by the 47
type of ad to which they are exposed
4.15 Mann whitney U test 48
LIST OF FIGURES
FIGURE TITLE PAGE

NO NO
4.1 Age wise classification of 34
respondents
4.2 Gender wise classification of 35
respondents
4.3 Education qualification 36
4.4 Marital status 37
4.5 As part of campaigning, the 38
political parties do a lot of
advertising
4.6 The political parties advertise 39
after their promises have been met
4.7 I don’t bother about political ads, 40
I love my party and I vote for
them
4.8 When my political party keeps the 41
promises and when they advertise
it, it will be happy
4.9 Political party’s TV ads are 42
emotionally touching and so I like
it
4.10 Some political ads contains false 43
promises
4.11 I don’t see party advertising 44
another party in their ads
4.12 Political ads push people to vote 45
for a particular party
4.13 Political parties don’t advertise,
the promises they have made
during political campaign and
which have not been met
4.14 Voting results are affected by the
type of ad to which they are
exposed
Chapter-1
Introduction
1.1 INTRODUCTION
Main purpose of marketing is the act of transferring information from one

place, person or group to another. Customers are provided with various details
of the products currently available in the market, and enable consumers to
compare their products with competitor’s products. The application of
marketing concepts to political parties, candidates and elections are discussed
in this paper. Political parties increases their reach and improving their image
by any advertising displays, newspaper ads, billboards, signs, brochures,
articles, tabloids, flyers, letters, radio or television presentations, or other
means of mass communication, used for the purpose of appealing directly or
indirectly for votes or for financial or other support in any election campaign.
Political marketing includes long-term planning; together with the
development and implementation of marketing models in a wider sphere of
social situations. It has become indispensible to plan political marketing in a
very effective manner. The purpose of this paper is to highlight the importance
of political marketing and its impact on public perceptions.
The political marketing bridges the gap between what the public want from a
potential government and what candidates and parties propose. The political
marketing process is concerned more with providing political content and
future programs but also aiding the interpretation and sense making of
complex political world. In short it can be referred as application of marketing
concepts in politics to attain specific political goals. Efforts are made to
establish and then maintain the relationship between the political party (Brand)
and the general public or voters (Audience). Political marketing helps to
strengthen their position and image in their voter mind.
The purpose of this paper is to show the applicability of marketing concepts to

the area of political marketing. It is the process by which political candidates
and ideas are directed at the voters in order to satisfy their political needs and
thus gain their support for the candidate and ideas in question. Clearly there is
quite extensive use of media by the candidate for the purposes of informing,
reminding, as well as changing attitudes and behavior. Possibly, such a
1
comparison would also indicate that both marketing of goods and services, and
marketing of political candidates utilize similar tools to reach the public and
creating image among them
India is a democratic country. People have the authority to choose their

governing legislators Political advertisement has an important role in
providing information about what is happening in the society and the
performance of the government elected by them..
1.2 STATEMENT OF THE PROBLEM
The role of Television, social media and other communication channels in

human life is indefinable nowadays. Various medias are used for the purpose
of entertainment, gaming, news, sports etc. Marketers use these medias for
advertising their products. Thus, ads become inevitable while using these
media. Public are exposed to various types of ads as a part of political
campaigning. This paper is intended to study the perception of public towards
political advertisement, and whether political ads influence their voting
decision
1.3 SIGNIFICANCE OF THE STUDY
Government is doing lot of ads in the context on campaigning their political

party. We can see a lot of ads through different mediums that includes various
promises and goals achieved by the government. These ads have a very
important role in the voting decision of the public. It is hard to think an
election campaign without political ads. Government also spent a lot of money
for this purpose. It is very important to study the perception of public towards
political advertising and their attitude towards political ads.
1.4 OBJECTIVES
• To study the type of information provided in political ads

• To analyze the opinion of public on political ads
2
1.5 RESEARCH METHODOLOGY
1.5.1 Sources of data:
Primary data were collected through systematically prepared questionnaire

in Google form then electronically summarized through SPSS. Secondary data
is collected from internet, books, journals, magazines etc.
1.5.2 Research design:
The study is a descriptive research.
1.6 Sample population
The sample population is the students of Christ College Irinjalakuda
1.6.1 Sampling technique
Sampling technique used in the study is stratified proportionate random

sampling method.
1.6.2 Sample size:
In this study, I have circulated around 100 questionnaires .The samples

required is 93.Out of 100 questionnaire circulated, only 95 respondents gives
their response through Google form, but 5 of the responses seemed to be
incomplete. Therefore, i have fixed 90 as my sample size.
1.7 TOOLS FOR ANALYSIS:
The data selected for the study has been tabulated, analyzed and presented
with the help of appropriate tools. In this study percentage analysis is used to
show the data. Pie chart, bar chart etc are used to represent collected data
graphically.
1.8 SCOPE OF THE STUDY
The study is confined to Christ college autonomous Irinjalakkuda
3
1.9 HYPOTHESES
H1: There is significant difference in attitude of public towards political ads
H2: There is significant relationship between voting results and the type of ad
they are exposed
1.10 LIMITATIONS OF THE STUDY
• The response of the respondents may or may not be bias

• The study is limited to Christ college autonomous Irinjalakuda
1.11 CHAPTERISATION
The study is presented in five chapters.
• Chapter 1 Introduction: This chapter deals with introduction,

significance, statement of the problem, objectives, scope,
methodology, hypothesis, tools for analysis and limitations
• Chapter 2 Literature review: Second chapter is literature review
which deals with the review of related literatures.
• Chapter 3 Theoretical framework: Third chapter gives the
theoretical parameter of the study.
• Chapter 4 Data analysis and Interpretation :Fourth chapter is about
the analysis of the data collected through structured questionnaire. The
primary data have been consolidated systematically and analyzed with
the help of statistical tools.
• Chapter 5 Findings, Suggestions, Conclusion: The last chapter
consists of findings, suggestions and conclusion.
4
Chapter-2
Review of literature
2.1 Review of literature
Review of some books and journals related to the study on perception on

political advertisements are as follows:
• EF Fowler, MM Franz, GJ Martin ,Zachary Peskowitz(2021) studies on

the topic “Political advertising online and offline”draws on data from the
newly released Facebook Ad Library API and television data from the
Wesleyan Media Project, and find that a much broader set of candidates
advertises on Facebook than television, particularly in down-ballot races. Then
examine within-candidate variation in the strategic use and content of
advertising on television relative to Facebook for all federal, statewide, and
state legislative candidates in the 2018 election. Among candidates who use
both advertising media, Facebook advertising occurs earlier in the campaign,
is less negative, less issue focused, and more partisan than television
advertising.
• Spending Fast and Furious: Political Advertising in 2020 (2021)article is
a“first look”at political advertising in 2020. Spending on political advertising in the
United States in 2020 obliterated records, and Democrats held huge advantages in
the presidential race and in most congressional and senatorial races. In addition, all
indicators suggest that spending on digital advertising continued to rise. Political
advertising is largely similar in tone to past years and, in the presidential race, was
substantially more positive than 2016.In addition; interest groups remained heavily
involved in federal races in 2020, airing more ads than ever before, though their
spending as a percentage of total ad spending was slightly less than in 2016. Political
ad spending in 2020 may have been historically high because of the impact of
COVID-19 on how campaigns could reach voters, suggesting that paid advertising
may decline in 2022 and 2024, at least as a percentage of total election spending.
• KH Jamieson, E Kim (2020) conducted research on the topic “ Political
Advertising and the Media”studies the relationships between broadcast
advertising exposure and various cognitive and affective orientations were
assessed in a survey of voters during a congressional election campaign .
Exposure was moderately correlated with political knowledge and interest.
Highly exposed voters were somewhat more likely to attach higher agenda
5
priorities to issues and candidate attributes emphasized in the commercials.
Personal affect toward each candidate was mildly associated with advertising
exposure frequency.
• P Tapas, S Naik (2020) conduct a research on the topic Role of Voters'
Demographics on Framing Their Issue Priorities in Response to Political
Advertising in India”{Political advertising is an aid for political players to
communicate with mass where a majority of people are a political, they
possess minimal/marginal interest in politics. But, when such individuals get
exposed to Political advertisements, it subconsciously helps voters to decide
their issue priority (help voters to rank their needs, to make informed choices).
This makes one curious to study if there is any variation in voters issue
priorities against variation in their demographics. The empirical study was
conducted in Pune against Indian General Elections in 2019. Findings suggest
that political advertising plays a decisive role. But voters issue priorities were
found independent of voters demographic profile. The study is one of the
initial attempts to expand the domain of both marketing (advertising) and
consumer behavior to politics and voter behavior respectively.
• H Arbell (2020): In this paper,Reaching Voters with Television Advertising:
Conquering Changing Trends and Politics, the researcher analyzed industry
trends and how these complexities are being addressed. The research questions
focus on media consumption behaviors due to the changes in how audiences
view television, the current political advertising environment, and strategies to
reaching voters with television advertising. The analysis was conducted using
qualitative methodologies: a participant observer case study and in depth
expert panel interviews. The research examined industry professionals with
substantive experience in the political advertising sector with over 30 years
combined experience in the industry and from the perspective of a political
advertising sales division within a leading advertising sales and technology
company.
• Decomposing political advertising effects on vote choices, W Law - Public
Choice, (2020) is a paper studies the channels through which political
television advertising influences individuals' voting decisions. Advertising's
effects are stronger on those who did not plan to vote for a major-party
6
candidate. In contrast to most studies that estimate the effects of aggregated
exposure to advertising on voters' choices on Election Day , this paper study
how advertising influences peoples' monthly voting intentions leading up to
Election Day.
• L Fernandez (2020)in his paper “Digital advertising in political campaigns
and elections”says that political advertising through digital channels are more
effective for micro targeting and data analysis. This study discus about
identifying and responding to challenges to political brands, understanding the
roles and consequences of stakeholder actions, including malicious actors and
the use of bots, trolls and misinformation; and examining the ethical and
societal implications of how data are collected, analysed and used to target and
reach potential voters by campaigns and candidates.
• AB Mahmoud, N Grigoriou, L Fuxman,W Reisel(2020 ) conducts study on
the topic “Political advertising effectiveness in war-time Syria” addresses the
effectiveness of political advertising in an extreme context, during war-time.
The results indicated that beliefs are a four-dimensional structure consisting of
information, veracity, sarcasm, and cynicism. Furthermore, war-time
perceptions were found to negatively affect attitude towards political
advertising via sarcasm among less politically involved voters. Negative
attitude was found to be linked to lower levels of veracity among such voters
and to higher levels of cynicism for those who are highly involved in politics.
Negative attitudes regarding political advertising were found for lowering the
chances for watching advertisements, for supporting a candidate, and for
willingness to vote. The results also revealed that paying attention to political
advertising does not relate to voters’ intention to vote.
• H Kaur, S Sohal (2019) in his paper on topic “Examining the relationships
between political advertisements, party brand personality, voter satisfaction
and party loyalty” aims to address this gap in the academic literature by
determining the relationship between the multifaceted advertising-brand
personality-satisfaction-loyalty constructs in political context.
• M Rubtcova, O Pavenkov (2018) in his paper “The Role of Political
Advertising in the System of Political Preferences in Belgorod
(Russia)”conducted sociological research of impact of political advertising on
7
the political preferences of Russians on the example of Belgorod. The paper
deals with the analysis of role of political advertising in the system of political
preferences of Russians. In political advertising all efforts are directed at
demonstrating how the identity of the candidate meets the various needs of the
electorate. The results of the survey showed that the development of
democracy in Russia is associated with an increase in the level of political
activity of the population, but Russians do not identify themselves with the
authority for whom they delegate their powers.
• M Kamins( 2018) discuses about mere political campaigns, especially those
of national stature in seem to require more than just political advertising,
slogans, hand shaking, appearances and political rallies his study “Political
Advertising and Deception” . It seems as if every candidate has to write a book
to create exposure and build their credibility. More importantly, in a society
enamored with reality television and hard-core news morphing quickly into
the realm of entertainment, the notion that traditional political advertising can
maintain the impact that it has had in past elections is up for debate.
• To tell the truth: Ad watch coverage, ad tone, and the accuracy
of political advertising, Political communication (2018)examined the
relationships among newspaper ad watch coverage, ad tone, and the accuracy
of political advertising. The number of ad watches overall in a race and the
number that explicitly criticized ads were positively related with the level of
accuracy of political ads and with a tendency to portray their favored
candidates closer to their actual ideological position—but the overall number
of ad watches also was positively related with a tendency for ads to portray
opponents as more extreme than their positions warranted. Ad watches usually
tend to scrutinize negative ads more, but ad watch coverage in this study was
unrelated with ad tone and with the number of negative ads in a race.
• Political advertising in the United States,EF Fowler, MM Franz, TN
Ridout (2018)says that political advertising is as important as ever, ad
spending records are broken each electioncycle, and the volume of ads aired
continues to increase. Political Advertising in the UnitedStates is a
comprehensive survey of the political advertising landscape and its influence
onvoters. The authors, co-directors of the Wesleyan Media Project, draw from
8
the latest data toanalyze how campaign finance laws have affected the
sponsorship and content of politicaladvertising
• M Safiullah, P Pathak, S Singh, A Anshul (2017) study on the topic“Social
media as an upcoming tool for political marketing effectiveness” With the
increase in popularity and growth in the use of social media, the present study
aims at examining whether the use of social media (Twitter) had an effect on
the 2014 General elections outcome. The result indicates that social media
buzz has a positive and significant impact on the outcome of General elections
2014
• S Dunn, JC Tedesco (2017)says the strategies that dominated the
candidate’s televised advertising messages and discuss some of the
opportunities seized or missed by the campaigns in his study “Political
advertising in 1the 2016 presidential election”. Unlike the past several
presidential elections, televised advertising spending did not exceed the prior
election spending. In addition, the narratives of the campaigns were
not driven by the rhetoric of the ads. Both candidates relied heavily upon
negative advertising. The ads reinforced perceptions that neither candidate
was fit for office. The authors suggest perhaps if either candidate had run a
few more positive ads to give voters an affirmative reason to vote for them
rather than trying to convince voters they were the lesser evil, they could
have pulled away and won the election convincingly.
• M Safiullah, P Pathak, S Singh,A Ansshul (2016) conducts a study on the
topic “Social media in managing political advertising: A study of India”says
that’ssocial Media has become an important tool of opinion formation in this
technology driven age and marketing managers have realised its significance.
The findings suggest that there is a positive correlation between the volume of
tweet and vote share.
• Saravanan and Sajitha. S,(2016), conducted a study “ Consumer perception
towards online advertisement” with the objective to analyze consumer's
attitude towards internet advertising and its effect on their purchase behavior
pattern. The study concluded that even if the audience does not go to the
advertisement site immediately, the audience will remember having seen
9
advertisement and hopefully visit another time. Most of the respondents
agreed that online advertisement was reliable.
• G. Anusha (2016) conducted a study on the topic “Effectiveness of online
advertising” which aims at finding out effectiveness of online advertising and
usefulness and the reasons for using online advertisement. The study reveals
that the most effective media of advertising is online advertising. It offers
increased awareness of companies, an easy method to distribute information
and advanced methods of targeting consumers.
• Geetanjali Kalia and Ashutosh Mishra (2016) conducted a study with the
purpose to understand to what extend the online advertising is beneficial. The
research concluded that respondents prefer rectangular banner and sky
scrapper advertisements that too designed in big picture and copy heavy
layouts. They notice the online advertisement of e-commerce sites and mobile
phones as compared to any other product and prefer those ads whose utility or
functions are displayed.
• Supriya Verma (2016) in her study “Effects of online advertisement on
consumers” aims to analyze the behavior of people towards YouTube
advertisements and their effect. The focus of the study was to determine the
effect and behavior of people towards YouTube advertisements. YouTube
advertisements could influence determinants such as unnecessary purchasing
and also helps in enhancing knowledge. Percentage analysis was used in order
to analyze the data. It was recommended to advertise online as it has an impact
on consumers buying behavior.
• Ekta Rastogi and khan M.S. (2015) carried out a study which highlights the
impact of online advertising to facilitate the effectiveness of the green
marketing. The study concluded that the online advertising and its
correlationship with green marketing for facilitating sustainable marketing
effectiveness requires applying good marketing principles to make green
products desirable for consumers.
• Amrutha Vijay pawar (2014) aims to understand the massive contribution of
online marketing as a part of integrated marketing communication and to
know its splendid efforts towards promotion in practice and also to find out
some challenges in using online marketing as a tool of integrated marketing
10
communication. The study concludes that consumers rely upon more than one
medium in order to enhance their brand related knowledge. Along with the
traditional sources, they heavily rely on modern marketing tool i.e., online
advertising.
• Nitin Srivastava (2014) in his paper pointed towards identifying consumer
attitude and perception towards online advertising among students and young
professionals. From the study it was found that frequency of checking online
ads does not directly affected a purchase. In addition to the visuals, online
promotions serve as an excellent purpose in description of the entire product
and service.
• Pagudala Suchitra (2014) undertook a study with the objective to find which
income segment, age group and gender are using the internet advertising For
collecting information both primary and secondary data was used. The data
collected revealed only matured customers are using it for the purpose of
checking E-mails and searching for information Majority of the respondents
like internet advertising and agree that internet advertising is informative and
are very frequently exposed to internet advertising
• L Vesnic-Alujevic, S Van Bauwel (2014) in the study “YouTube: A political
advertising tool? A case study of the use of YouTube in the campaign for the
European Parliament elections” is an exploratory study of the nature and
extent of video-based social media, studied through the content analysis of
YouTube videos created for the electoral campaign for the 2009 European
Parliament elections by 13 political parties from four EU states. Results have
shown the specificities of political advertising on the YouTube, a raising
interest in social media among citizens in Europe, and the development of this
way of campaigning
• TN Ridout, MM Franz, EF Fowler (2014) conducted study on the topic
“Advances in the study of political advertising”, examine the effects of ad
exposure on citizens' attitudes and political behaviors, how the content of
advertising varies, and how ads have been targeted in recent political
campaigns. It is an analysis of trends in advertising content, including
negativity and policy focus—over the past 16 years
11
• M. Senthil et al (2013) conducted a study which concentrates on “Consumer's
perception towards advertising in the online shopping and social networking
websites”. The respondents felt that advertising was generally neither good
nor a bad thing, but were more willing and passionate when they expressed
their frustrations. Their responses suggests that the participants opinions of
advertising do not necessarily have an impact on their perceptions of online
advertising in online shopping sites and social network sites, but it may
actually be the opposite.
• Sindhya. V (2013) conducted a study which aims to investigate and evaluates
the impact of advertisement on the consumer, preferences and loyalty with
regards to the product/service promotion of different products among students
and teachers of Kerala. The study reveals that the level of awareness of the
effect of advertisement is comparatively better than expected among the
students and teachers. The study implies the need for exposure and education
to students so as to make them socially awakened and personally responsible
citizens who are independent decision makers also.
• Vinita Srivastava and Mishra Sanjeev Kumar (2012) conducted a study
with the objective of measuring the effect of internet advertising in creating
awareness among consumers. On the basis of the study, the researchers found
that internet advertisements have a significant effect in creating awareness
among consumers. The study also concludes that consumers perceive the
internet advertisement to be reliable and they compare it from other sources
also
• Dalip Raina and kritika khajuria (2012) conducted a study with the
objective to study the major components of advertisements that proves to be
more attractive for the advertisement. It has been concluded that in most of the
research studies, customers were having positive perception towards
advertising. They believe the advertisement messages to be relevant and
consider them while taking buying decisions.
• K Sharma (2012)in his paperPolitical advertising and voting behaviour in
India: the mediating role of voting decision involvement”, is an attempt to
explore the relevance of using political advertising in Indian context. The
study investigates the perceptions about the role of political advertising in
12
affecting voting behaviour in regard to information search and evaluation,
attitude towards voting, and making of voting choice. It is further
hypothesized that the perceptions about the role of political advertising are
mediated by the level of one’s involvement with voting decision. The study
finds very limited support to establish the relevance of using political
advertising at the scale it is presently used by various political parties in India.
• Priyanka Srivastava (2012) has focused on urban consumers of above 18
years of age to analyze their attitude towards internet advertising and its
effects on their purchase behavior pattern From the study it was concluded that
internet advertising is very informative, but at the same time these
advertisements creates irritation among all age group people
The investigations made in the previous studies have been of great

significance in understanding the intricacies of the issues taken up for this
study and also in finding the gap for further research in the field. The
conclusions drawn from the earlier research works have served as a guide
mark for this study
13
Chapter-3
Theoretical framework
3.1 Theoretical framework
COMMERCE
Commerce refers to the exchange of goods, services, or something of value,

between businesses entities
Commerce is the conduct of trade among economic agents. Generally,

commerce refers to the exchange of goods, services, or something of value,
between businesses or entities. From a broad perspective, nations are
concerned with managing commerce in a way that enhances the well-being of
citizens, by providing jobs and producing beneficial goods and services.
3.2 MARKETING
Marketing is an activity directed at satisfying human needs and wants through

a process of exchange. Thus the basis of all marketing activities is the
existence of human needs. Marketer devices a product or service aimed at
satisfying a certain need and thereby providing satisfaction to the user. People
may have unlimited wants but the resources to satisfy them may be limited.
They, therefore select those products which give more satisfaction .When
people decide to buy the products to satisfy their needs, exchange take place.
Marketing refers to the total of all activities involved in the creation of time
,place and possession utilities.
3.2.1 Definition of marketing
“Marketing is the process of planning and executing the conception pricing

promotion and distribution of ideas goods and services to create exchanges
that satisfy individual and organisational objectives” - American marketing
association
“Marketing is the social and managerial process by which individuals and

groups obtain what they need and want through creating and exchanging
products and value with others” - Philip kotler
14
“Marketing is a total system of interacting business activities designed to plan
price promote and distribute want satisfying goods and service to the present
and potential customers”-
William J Stanton
3.2.2 Features of marketing
• Marketing is an economic function of exchange.

• Marketing facilitates transfer of goods from producers to consumers.
• Marketing aims at consumer satisfaction through the consumption of goods
and services.
• Marketing delivers standard of living to the people by offering a variety of
goods and services.
• Marketing adds value to the products by creating time utility, place utility and
possession utility .
• Marketing is a social process by which individuals obtain those goods and
services which they need and want.
• Marketing covers both profit making and non-profit making organisations.
• Marketing is a managerial process of planning and executing the production
and distribution of goods and services.
• Marketing generates revenue and provides a reasonable profit to the
producers.
• Marketing acting is a science as well as an art.
3.2.3 Objectives of marketing
1. Satisfaction of human wants: Most important objective of for marketing

activities is the satisfaction of human wants.
2. Creation and retention of consumers: marketing aims to attract new
customers through advertisement and sales promotion .it also aims to retain
the customers through maintaining good relationship with them
3. Sales maximization: every marketer aims at maximizing sales of his
commodities and thereby enhancing the market share.
15
4. Profit maximization: Profits are needed for the survival and growth of a firm
.marketing aims to generate maximum profit through the sale of wants-
satisfying products
5. Effective distribution of products: Effective distribution of product is
another objective of marketing. It refers to the free flow of goods and services
from producers to consumers
6. Cost reduction: Marketing aims at cost reduction through large scale
production and effective distribution. It enables sellers to offer the goods at
low price
7. Price stability: Marketing tries to stabilize the price of goods by moving
goods from one low price areas to high price areas.
8. To earn Goodwill for the business: Another objective of marketing is to
build up public image through selling quality products at reasonable prices.
9. To raise the standard of living of the people: Marketing aims to raise the
standard of living of the people by providing them quality products at
reasonable prices
3.2.4 Scope of Marketing
Marketing is concerned with producing, promoting and distributing goods and

services to consumers. According to Philip Kotler; the scope of marketing lies
in the marketing of ten types of entities: goods, services, experiences, events,
persons, places, properties, organisations, information and ideas.
• Goods: Most of the companies produce physical goods to satisfy the wants of
consumers. Marketing is mainly concerned with production and distribution of
physical goods.
• Services: Recently service marketing has assumed tremendous importance.
Services include the work of hotels, airlines, beauticians, schools, doctors,
lawyers, accountants, etc.
• Experiences: Marketing includes offering of wonderful experiences to people
through blending of several goods and services. e.g visiting Wonderla, Disney
world, Ramojirno Film City, etc.
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• Events: Marketing includes promoting of events like Olympics, World Cup
Football, major trade shows and artistic performances.
• Persons: Celebrity marketing has become a major business. Artists,
physicians, C.E.Os, lawyers and other professionals are getting assistance
from marketers in building their image.
• Places: Cities, states, regions and nations resort to marketing to attract tourists,
entrepreneurs and residents. Place marketers include real estate agents,
commercial banks, business associations, government tourism departments,
etc.
• Properties: Properties refer to ownership of immovable properties like land
and building and financial properties like shares and bonds. Marketing
includes the buying and selling of such properties also.
• Organisations: Organisations like companies, universities, clubs and
associations try to build a strong favourable image in the minds of public.
They seek the help of marketers to attract public patronage.
• Information: Many companies are producing and marketing information as a
product. e.g. schools and colleges, publishers of magazines and encyclopedias,
producers of CDs, etc.
• Ideas: Marketing also includes selling of ideas. Goods and services are the
media for delivering some idea or benefit. e.g. medicines sell the idea of
health, insurance sells the idea of security, air conditioner sells the idea of
comfort.
3.3MARKETING MANAGEMENT
Marketing management is an important function of business management. It

refers to all managerial efforts and functions performed to achieve marketing
goals. It includes planning, organising, directing and controlling the marketing
activities. Marketing management is responsible for product planning,
determination of appropriate marketing mix and formulation and
implementation of suitable marketing policies and programmes.
According to Cundiff und Still “Marketing management is concerned with the

direction of purposeful activities towards the attainment of marketing goals”.
17
According to W.J. Stanton “Marketing management is the marketing concept
in action.
3.4 Marketing Mix

Every company has a marketing plan to direct and co-ordinate its marketing
activities. The marketer finds out customer needs, identifies target markets,
creates value and provides the value to the customers with the help of several
tools. The combination of marketing tools used to deliver value to the
customers with the help of several tools The combination of marketing tools
used to deliver value to the customers is called marketing mix.
According to Philip Kotler, “marketing mix is a set of marketing tools that the
firm uses to pursue its marketing objectives in the target market The concept
of marketing mix was developed by Prof. N.H. Borden.
There are common four elements of controllable factors product, price,
promotion and place - are mixed to form a marketing program. The
harmonious blending of the four controllable factors in a marketing program is
called marketing mix.
3.4.1 Definition of marketing mix

According to Stanton “Marketing mix is a combination of four elements
product, pricing structure, distribution system and promotional activities used
to satisfy the needs of an organisation's target markets and, at the same time,
achieve its marketing objectives.
3.4.2 Importance of marketing mix
Marketing mix is a combination of several marketing tools to achieve the

marketing objectives.The mix is designed to give maximum benefits to the
consumer and make them highly satisfied. Following are the benefits of
marketing mix:
1. Marketing mix helps to achieve the marketing goal of the firm.
2. It serves as a link between the firm and the consumers.
3. It provides satisfaction to different types of customers.
4. It helps to maximise sales and profits.
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5. It helps to take balanced marketing decisions.
6 .It enables better utilisation of limited resources.
3.4.3 Components of Marketing Mix
Marketing mix can be divided into four components product, price, place and
promotion. E.J. Mc Cathy has called these components as four Ps of marketing
1. Product: Product refers to the item offered to the consumers to satisfy

their needs. Product planning and development includes designing and
providing the right type of products. It involves several decisions
relating to quality, size and shape of the product; product mix and
product line: branding, packing and labelling, product warranties, etc.
Success of marketing primarily depends on the quality and utility of
the product. Marketer should try to offer each product as a bundle of
utilities .Product decisions are changed frequently to meet changes in
environmental factors.
2. Price: Price in the value of a commodity expressed in terms of money.
Fixing price is a very difficult task for the marketer. Price is to be
determined in such a way that it helps to increase the sales and at the
same time generates substantial revenue and profits to the firm. Pricing
decisions include price determination, pricing policies, rebate,
discounts and allowances, credit policy, etc.
3. Promotion: Promotion refers to communicating the product message
to the consumers and persuading them to buy the product.
Manufacturers adopt several promotional measures to bring their
products to the knowledge of consumers. Promotion is a powerful tool
to attract consumers in a highly competitive market. Promotion
includes decisions relating to advertising, personal selling publicity
and sales promotion.
4. Place (Physical Distribution): Physical distribution refers to the
delivery of products to the consumers the right time and right place. It
ensures uninterrupted movement of goods from producers to
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consumers. Physical distribution decisions relate to channels of
distribution, storage, transportation, inventory management etc.
Additional Ps of Marketing
In addition to the traditional four Ps of marketing, the following are also

considered as elements of marketing mix
1. Package: Package in the container in which the products are offered

for sale. Apart from preservation and protection, packaging serves
sales promotion also. Packaging decisions include packing materials,
size, shape, colour, disposability, etc.
2. Pace: Pace refers to the speed with which the products are brought to
the market. Products must be made available in the market at the right
time of their demand. Timely supply can be ensured through proper
storage and transportation.
3. Politics: Politics refers to the policy of the government in power.
Marketing decisions are influenced by government policies such as
monetary policy, industrial policy, foreign trade policy, etc. Marketers
should closely watch the government policies and adjust the marketing
mix accordingly.
4. People: People constitute an important element in the marketing
process. Several people are engaged in the delivery of goods and
services. Every person should be marketing-oriented and should
contribute to the achievement of customer satisfaction. People assume
more importance in service industries.
3.4.4 Types of Marketing
1. Demarketing: Demarketing refers to an attempt to discourage customers from

the purchase of certain goods. This strategy is adopted under conditions of
temporary product shortages. When the marketer in faced with the situation of
overfull demand, i.e., excess of demand over supply, he tries to reduce the
demand. Demarketing can be attempted through increase in prices, withdrawal
of discounts and allowances, restricting quantities of sale, etc.
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2. Remarketing: Remarketing means finding or creating new uses or users for
an existing product. It refers to the process of rebuilding the faltering demand
of a product to its previous state. The strategy is adopted under conditions of
fall in demand. The old product is introduced in the market with a new use or
appeal.
3. Overmarketing: Overmarketing refers to an attempt by a firm to generate
maximum sales even by neglecting quality control and production efficiency.
The aim of the strategy is to produce more and sell more. In an attempt to
maximize production and sales the firm neglects the quality of products and
production efficiency.
4. Countermarketing : countermarketing is an attempt to destroy the demand
for a product. It is opposite to selling and is known as unselling. The marketer
tries to destroy the demand for products that are injurious to the health of the
people. Eg. cigarettes, alcoholic drinks, pan masala, etc. Producers resort to
this method only when they are forced to do so by the government.
5. Mass marketing: Mass marketing refers to marketing of a single product for
all the customers. It is an undifferentiated marketing strategy without
attempting to segment the markets. It involves mass production, mass
distribution and mass promotion of only one product for all the buyers.
6. Meta marketing: The concept of meta marketing was introduced by E.J.
Kelley. It was developed in tune with the widening horizons of marketing.
Marketing is nowadays widely used by non-profit organisations also.
Marketing of ideologies, faith, belief, etc., all come under the scope of modern
marketing. Meta marketing attempts to apply scientific, social, ethical and
managerial experience in the field of marketing charity, educational
Institution.
7. Synchro marketing: Demand for many products is subject to seasonal
fluctuations e.g. umbrella, woollen goods, ice cream, etc. The demand is high
during some seasons while it is low or nil during other seasons. Synchro
marketing is an attempt to solve the problem of seasonal fluctuations in
demand. It refers to the process of converting an irregular demand into a
regular demand. This is indeed a very difficult task and is attempted through
offering discounts and other incentives during the off seasons.
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8. Mega marketing: Mega marketing is a strategy used for entering and selling
products in a unreceptive country, Economic, social and political influences
are used to get permission to do business in the blocked country. It generally
takes long period for the strategy to succeed. In its attempt to get an entry into
a country the firm using the strategy may provide several offers and promises
for the benefit of the economy of the host country.
9. Maxi marketing: Maxi marketing consists of a comprehensive set of steps for
reaching the prospect, making the sale and developing the relationship, The
term maxi stands for maximum. It consists of maximum targeting, maximum
media, maximum accountability, maximum awareness, maximum activation,
maximum synergy, maximum linkage, maximum sales and maximum
distribution.
10. Direct marketing: Direct marketing is a strategy to approach the customers
directly without the help of middlemen. The marketer interacts directly with
the customers through various advertising media and persuades them to make
direct purchases. Elimination of middlemen enables the marketer to sell the
products at low prices. Mail order business is an example of direct marketing.
11. Stimulation marketing: It is the process of creating demand for a product
which has no demand or has very little demand it is applied when consumers
show no interest in the product Marketing strategy under such a situation
involves offering special incentives to the people to stimulate them to buy the
product.
12. International marketing: International marketing refers to the conduct of
marketing activities across the national boundaries of a country. Here the
buyers and sellers belong to different countries. Removal of trade restrictions
as a result of globalisation has resulted in considerable increase in
international trade. The process of international marketing is more complex
than that of domestic marketing because of the difference in marketing
environment in different countries. International marketing involves the
designing of appropriate marketing mix to suit to the requirements of markets
in different countries.
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13. Morph marketing.: Morph marketing means transforming products into
services and delivering value to the customers beyond their expectation. The
aim of morph marketing is to add value to the products to make it more
attractive and acceptable to the consumers. Modern consumers are more
value-sensitive than price sensitive. Value addition helps to reduce dissonance
and retain customer loyalty.
3.5 PROMOTION
A company's product may he superb. It may be attractively packaged. It may

have reasonable price. It may built according to customer needs and desire.
people will not buy the product if they have never heard of it. People must
know the availability of product and its features, price etc. Marketers must
communicate about product, its features etc. to the right target customers by
formulating right message in the language that is understood by them. There
must be proper flow of information from the producer to the consumer either
along with the product or well in advance of the introduction of the product
into the market. This role is played by promotion. Without promotion or
marketing communication, sales do not take place automatically.
3.5.1 Meaning of Promotion
Promotion is one of the four elements in the marketing mix. Many people
strongly believe that marketing begins as well as ends with promotion. The
main object of promotion is to move forward a product, service or idea in a
channel of distribution
The word promotion is derived from the Latin word ‘promovere’. It means
'move towards’. Thus, promotion means pushing an idea or information
towards target customers to persuade them to move towards the market offer
Simply promotion is communication between seller and buyer. It is telling,
persuading and selling! It involves various activities used to inform, persuade
and remind the target market about a company, its products and its activities.
It motivates the people to buy whatever a company is selling.
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According to Masson and Ruth. “Promotion consists of those activities that are
designed to bring a company's goods or services to the favourable attention of
customers
3.5.2 Objectives of Promotion
Informing, persuading and reminding are the main goals of promotion. But the
basic objective is to bring about the sale of a product. Other objectives are
i). To create awareness. (i). To stimulate demand, (iii). To help distributors or
agents, (iv) To stabilise sales, (v). To popularise brand-name, (vi). To become
market leader,(vii). To retain loyal customers
3.6 PROMOTION MIX (COMMUNICATION MIX)
Promotion mix includes all those activities undertaken to promote sales. in

short promotion mix is the combination of components or elements of
promotion. These elements are sometimes referred to as promotional blend.
There are two types of promotion blend Push blend and Pull blend. A push
blend emphasizes on personal selling. The producer pushes the product
through the channel of distribution. This means that the middlemen promote
the product to buyers. On the other hand pull Blend emphasizes on impersonal
selling. It is a strategy of using heavy advertisement and sales promotion
methods. Most sellers employ a combination of both strategies
According to Jobber (2004), promotion mix includes six elements or tools.
They are advertising, public relation, sales promotion, Direct marketing,
personal selling and internet and on-line marketing .These may be briefly
explained as follows:
1. Advertising :Advertising is concerned with the dissemination of information

concerning an idea, service of product to compel action in accordance with the
intent of the advertiser. It is described as impersonal salesmanship or printed
salesmanship.
2. Public relations: This is the extended form of the older tool publicity It
includes all the non-sales communication the business have with their various
24
audiences, It consists of both communication with the general public and press
relations. Its main task is image building.
3. Sales promotion: Sales promotion includes those activities other than
advertising and personal selling that stimulate market demand for products;
these activities are designed to stimulate interest in the product.
4. Direct marketing: In direct marketing companies communicate directly with
target customers to generate a response and/or a transaction .Traditionally
direct marketing has not been considered as an element of the promotion mix.
But today, it has become an integral part of the promotion mix. Direct
marketing includes a variety of activities such as data base management, direct
selling telemarketing, direct response advertisements etc.
5. Internet and online marketing: Electronic media are used today to promote
products or ideas For example, e-mail marketing or advertisement on the
Internet.
6. Personal selling: It refers to oral and face to face communication and
presentation with the customer for the purpose of making sales. There may be
one customer or a group of customers in the personal conversation.
3.7 ADVERTISING
Almost every day we come across many advertisements several times.

Whether we read a newspaper or magazine or listen to the radio or watch
television or move on the roads or if we travel in trains and buses or we view a
film or anywhere some sort of advertisement. William Dean Howells says.
"There will presently be no room in the world for things; it will be filled up
with the advertisements of things
3.7.1 Meaning and Definition Advertisement
Advertisement is the most glamorous element of the promotion mix. It is the

poetry of marketing. It covers all activities connected with the giving of
publicity regarding goods and services offered for sale. Advertising is a paid
form of non personal communication that is transmitted through mass media
25
such as television, radio, newspapers, magazines, direct mail, vehicles, and
outdoor displays.
According to Hall. "Advertising is salesmanship in writing, print or pictures or
spreading information by means of the written or printed words and the
pictures"
American Marketing Association defines advertisement as “any paid for of
non personal presentation and promotion of ideas, goods or services by an
identified sponsor”.
In the words of Albert Lasker (who is considered to be the father of modern
advertising) Advertising is salesmanship in print, driven by a reason why”
Stephen Leacock describes advertising as "the science of arresting human
intelligence long enough to get money from it.
Advertisement is the dissemination of information concerning an idea, service
or product to induce action in accordance with the intent or the advertiser.
In short, advertising is about selling more goods and services more often to
more people for more money.
3.7.2 Characteristics of Advertising
• It is a non personal communication to target audience.

• It is a paid form of communication by an identified sponsor (advertiser).
• It provides information about products or services in a persuasive manner.
• It may be visual, spoken or written.
• It is a salesmanship in print
• It is a mass communication medium .
• It stimulates sales
3.7.3 Objectives of Advertising
The basic objectives of advertising are to inform, to persuade and to remind

the target audience. The Chairman of American Express Company had once
said “good advertising must have three effects: (i)increase sales, (ii) create
news and (iii) enhance the company's image. In a strictly commercial sense
these three elements would constitute the underlying purpose of all advertising
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The main objectives of advertising are summarized as follows:
1. To prepare a ground for new product

2. To create, maintain and increase demand.
3. To face competition successfully.
4. To create or enhance goodwill .
5. To inform the changes regarding price, channel of distribution, product quality
etc. to the public.
6. To create brand preference .
7. To educate consumers.
8. To capture a place in market and become a market leader.
9. To remind the consumers of the product from time to time.
10. To encourage the middlemen to maintain the stock of the enterprise.
Thus, the ultimate objective of advertising in to promote sales and increase

profits and enhance brand image of the firm.
3.7.4Functions of Advertising
1. To introduce product into a market.

2. To create an attraction and interest among consumers towards a product.
3. To induce consumers to purchase a particular product.
4. To win the loyalty and faith of consumers for a particular product.
5. To communicate various information about a product to the present and
potential consumers.
6. To create, maintain and increase the demand of a product.
7. To capture a share in the market .
8. To raise the standard of living of society.
9. To strengthen other promotion mix elements.
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3.7.5 KINDS OF ADVERTISEMENTS
Advertising can be broadly classified into two-Product advertisement and Institutional

advertisement.
1. Product Advertisement: Product advertising focuses on a particular product

or brand. Most advertising is product advertising. It is designed to promote the
sale or reputation of a particular product or brand. Product advertisement is
again divided into primary, selective and reminder.
(a) Primary advertisement (Pioneer advertisement): This type of advertisement is
used at the time of introducing a new product in the market. This is mainly
used during the introduction stage of the product life cycle. It develops
primary demand.
(b) Selective or competitive advertising: When a product enters growth stage of
the cycle and when competition begins, advertisement becomes competitive or
selective. It specifically highlights how a product is better than that of
competitors
(c) Reminder advertising: This type of advertisement is adopted by companies
when they visualize that their products are moved into maturity and saturation
stages (or when sales are declining). The advertiser wants to keep his product's
name before the public and uses soft-sell advertisements, which merely
mention the name as a reminder.
2. Institutional Advertising: When the advertisement is to create an image or
reputation of the firm, it is called institutional advertising. These
advertisements are not always directed only to consumers. Instead, it may be
directed also to share holders, creditors, etc. This advertisement does not
attempt to sell a particular product: it benefits the organisation as a whole
3. Political Advertising: Political advertising is undertaken by political parties
to motivate the general public in favour of the ideology of political party in
question.Political advertising are intensively made during election times to
gain favour of the voters. Such advertising promote plans and policies of the
concerned party. It also tries to expose weaknesses of the opposition with a
view to convince the voters to vote for their party candidates. Some political
28
advertisement is also made to assist the Government to implement its schemes
for rehabilitation and national reconstruction. Mumbai Regional Congress
Committee children affected by communal riots in Mumbai under the scheme
of National Foundation for Communal Harmony. Advertisements issued by a
political party are essentially a political advertising.
4. Advocacy advertising :This is also known as cause advertising. It is intended
to promote a company's view or philosophy on an issue with the ultimate goal
of influencing public opinion or legislation.
5. Comparative Advertising: This type of advertisement stresses on
comparative features of two or more specific brands. This method is adopted
when similar products fastly appearing in the market
6. Reinforcement advertising: This is a form of comparative advertising .It
assures current users that they have made the right brand choice and wells
them to get the most satisfaction from that brand.
7. Shortage Advertising: When there is short supply of product, shortage
advertisement is used. In this type of advertisement, new promotional
objectives may be incorporated such as (a) educating the people the most
economic of the product, (b) making appeal to save resources, and (c) to
reduce customer pressure on the sales force.
8. Co-operative Advertising: When manufacturers, wholesalers and retailers
jointly sponsor and share the expenditure on advertising, it is called co-
operative advertising .
9. Commercial Advertising: This is concerned with selling with selling
products or ideas to increase the sales volume. It is also called business
advertising. The different forms of commercial advertising are: (a) Consumer
Advertising, (b) Industrial Advertising. (t) Trade Advertising (d) Professional
advertisement, (e) Farm Advertising etc.
10. Non-Commercial Advertising: This is used by non-profit organisations for
instance, inviting donations, financial aid etc.
11. Surrogate Advertising: The word surrogate means substitute. In this type of
advertisement, one product is substituted for another. Thus surrogate
advertising refers to the strategies used by companies and advertisers to
promote a product secretly because the law of the country may not permit the
advertising of that particular product. In short, surrogate advertising refers to
29
duplicating the brand image of one product to promote another product of the
same brand
3.8 PLANNING ADVERTISING CAMPAIGN
An advertising campaign is a series of related advertisements focussing on a

common theme, slogan, and set of advertising appeals. It is a specific
advertising effort for a particular product that extends for a defined period of
time. According to Dunn and Barban, "An advertising campaign includes a
series of ads, placed in various media, that are designed to meet objectives and
are based on an analysis of marketing and communication situations"
3.8.1 Steps in Advertising Campaign
An ad campaign involves the following steps:
1. Market analysis :Ad campaign starts with the analyzing and defining target
market. This involves finding out the age, income, sex, occupation, buying
habits of the target consumers.
2. Determining advertising objectives: The objectives of advertisement to be
accomplished during a specified period should be clearly determined. The
objectives determine what is expected of advertising to accomplish in a
defined period of time.
3. Determining advertising budget: Before actually carrying out the ad
campaign, it is essential to decide about advertising budget Advertising budget
the amount to be spent on specific activities like media, men and offer related
services. While deciding the amount of ad budget, it is necessary to consider
certain factors like ad objectives, product class of firm competition level etc
4. Selecting advertising media: At this stage the most cost effective media is to
be found. For this media planning is required .Media plan determines the best
way to reach the audience with the ad message
5. Deciding the ad message: The ad message is conveyed through ad copy,
greater attention should be paid while deciding the ad message. The ad copy
must contain all relevant information about the product features, benefits,
prices, availability
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6. Evaluating ad effectiveness: Lastly the final results of the campaign are
evaluated. This is concerned with measuring the effectiveness of the ad . At
the end of the campaign it is essential to determine to what extent the ad
campaign objectives have been accomplished and then to make appropriate
changes.
3.9 POLITICAL ADVERTISEMENT
Political advertising includes any advertising displays, newspaper ads,

billboards, signs, brochures, articles, tabloids, flyers, letters, radio or television
presentations, digital or social media advertising, or other means of mass
communication, used for the purpose of appealing, directly or indirectly, for
votes or for financial or other support in any election campaign.
3.9.1 Definitions
Political Marketing or political advertising means information disseminated by

a state politician, political party, its member, political campaign participant, on
behalf and/or in the interest thereof, in any form and through any means, for
payment or without return consideration, during the political campaign period
or between political campaigns, where such information is intended to
influence the motivation of voters when voting at elections or referendums, or
where it is disseminated with the purpose of campaigning for a state politician,
political party, its member or political campaign participant as well as their
ideas, objectives or program.
Mass communication: a message intended to reach a large audience through

any of the methods described above as well as periodicals, sample ballots, web
sites, e-mails, text messages, social media, and other online or electronic
formats enabling the exchange of communication.. Sending 100 or more
identical or substantially similar letters, e-mails or text messages to specific
recipients within a 30-day period is an example of mass communication.
Political advertising does not include letters to the editor, news or feature
articles, editorial comment or replies to editorials in a regularly published
31
newspaper, periodical, or on a radio or television broadcast where payment for
the printed space or broadcast time is not normally required.
3.9.2 General Requirements
• Most political advertising requires sponsor identification. The type of ad,

print, broadcast, etc., determines how the sponsor ID must be displayed.
• All political advertising about a candidate for partisan office must identify the
candidate's party preference. There are no exemptions..
• Statements about candidates in political advertisements must be truthful.
• When candidate photos appear in political ads, at least one photo must have
been taken in the last five years and it can be no smaller than the largest photo
in the ad
Political advertisements are not required to identify the office or position a

candidate is seeking.
These instructions are for political advertising that is sponsored by a candidate

or has been coordinated with a candidate. Requirements for independent
advertising - advertising that is not coordinated with a candidate - are
explained in the Political Committee Instructions.
Political advertising central focus is the marketing of ideas, attitudes,

and concerns about public issues, including political concepts and political
candidates. The essential task of political advertising is to gain the confidence
of the people for their acceptance of ideas and, in the case of political
campaign advertising, to influence their vote. Political advertising differs from
commercial advertising in that the product is either a person or a philosophy
rather than goods and services, and, in addition, the advertising objectives
must be met within a specific time frame. Also, political advertising carries a
moral implication, because the results have potentially far-reaching effects on
the population at large. Political advertising raises many controversial social
questions concerning the funding of political campaigns, the truth or reality of
political claims, and the likelihood of slanderous or libelous claims made by
political candidates.
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33
Chapter 4
Data analysis and interpretation

4.1 Descriptive statistical analysis
Table 4.1
Age wise classification of respondents
Age No. Of Percentage

respondents
18-20 3 3
20-22 17 19
22-24 60 67
24-26 5 5
26 & above 5 6
Total 90 100
Source: primary data
Figure 4.1
Age wise representation of respondents
5% 3%
6%
19%
67%
18-20 20-22 22-24 24-26 26 & above
Table 4.1 shows age wise classification of respondents. Majority of

respondents belongs to the age group of 22-24 i.e., sixty seven percent.
Nineteen percent belongs to the age group 20-22. Below the age group of 20 is
only three percent and those above the age group of 24 are about eleven
percent.
34
Table 4.2
Gender wise classification of respondents
Gender No. Of Percentage

respondents
Male 33 37
Female 57 63
Total 90 100
Figure 4.2
Gender wise representation of respondents
37%
63%
Male
Table 4.2 shows the gender wise classification of the respondents. Majority of
the respondents are female i.e., sixty three percent and the rest thirty seven
percent are male respondents.
35
Table 4.3
Education qualification
Qualification No. Of Percentage

respondents
Degree 51 57
Pg 39 43
Total 90 100
Source: Primary data
Figure 4.3
Education qualification
43%
57%
Degre
e
PG
Table 4.3 shows educational qualification of respondents among ninety

respondents fifty seven percent are degree students and the rest are PG
students
36
Table 4.4
Marital status
Marital status No. Of Percentage

respondents
Married 10 89
Unmarried 80 11
Total 90 100
Figure 4.4
Marital status
11%
89%
married
unmarried
Table 4.4 shows the marital status of the respondents. Majority of them are
unmarried i.e., eighty nine percent and the rest of the respondents are married
which is eleven percent.
37
Table 4.5
As part of campaigning the political parties do a lot of advertising
Response No. Of Percentage

respondents
Strongly agree 44 48.88888889
Agree 29 32.22222222
No arguments 10 11.11111111
Disagree 5 5.555555556
Strongly disagree 2 2.222222222
Total 90 100
Figure 4.5
As part of campaigning the political parties do a lot of advertising
50
40
30
20
10
0
strongly agree agree no arguments disagree strongly
disagree
Table 4.5 shows the opinion of the public that as a part of campaigning the
political parties do a lot of advertising. Majority of the respondents agree that
the political parties do a lot of advertising as part of the campaigning. In which
forty nine percent strongly agree and thirty two percent agree to the statement.
On the other hand only six percent disagree and two percent strongly disagree
and the other eleven percent remains with no arguments.
38
Table 4.6
The political parties advertise after their promises have been met.

respondents
Strongly agree 18 20
Agree 25 27.77777778
Disagree 19 21.11111111
Total 90 100
Figure 4.6
30
25
20
15
10
0
disagree
Table 4.6 shows the opinion of the public that the political parties advertise
after their promises have been met.. Majority of the respondents agree that
political parties advertise after their promises have been met. In which
twenty percent strongly agree and twenty eight percent agree to the statement.
On the other hand only twenty one percent disagree and seven percent strongly
disagree and the other twenty three percent remain with no arguments.
39
Table 4.7
I don’t bother about political ads, I love my party and I vote for them.

respondents
Agree 16 17.77777778
Disagree 18 20
Total 90 100
Figure 4.7
I don’t bother about political ads, I love my party and i vote for them.
25
20
15
10
0
strongly agree agree no arguments disagree strongly disagree
Table 4.7 shows the opinion of the public that, whether they vote for the party
they love without considering the advertisement..Majority of the respondents
vote, considering the advertisement. In which fifteen percent strongly agree
and eighteen percent agree that they vote for their party regardless of the ads.
On the other hand twenty percent disagree and twenty three percent strongly
disagree and the other twenty three percent remain with no arguments.
40
Table 4.8
When my political party keeps the promises and when they advertise it,
it will be happy.

respondents
Agree 21 23.33333333
Disagree 9 10
Total 90 100
Figure 4.8
When my political party keeps the promises and when they advertise it,
it will be happy.
30
25
20
15
10
0
strongly agree agree no arguments disagree strongly disagree
Table 4.8 shows the feelings of the public when the political party keeps their
promise and advertise it. Majority of them are happy as the party fulfills their
promises. In which twenty nine percent strongly agree and twenty three
percent agree being happy. On the other hand ten percent disagree and seven
percent strongly disagree and the other thirty one percent remain with no
arguments.
41
Table 4.9
Political party's TV ads are emotionally touching and so i like it.
Response No. Of respondents Percentage

Agree 13 14.44444444
Disagree 19 21.11111111
Strongly disagre 21 23.33333333
Total 90 100
Figure 4.9
35
30
25
20
15
10
5
0
disagree
Table 4.9 shows if the public feels the party ads to be emotionally touching
.Majority of the respondents doesn’t agree with the statement. In which twenty
three percent strongly disagree and twenty three percent disagree. On the other
hand nine percent strongly agree and fourteen percent agree and the other
thirty two percent remain with no arguments.
42
Table 4.10
Some political ads contain false promises.

respondents
Agree 23 25.55555556
Disagree 7 7.777777778
Total 90 100
Figure 4.10
35
30
25
20
15
10
0
disagree
Table 4.10 shows if the respondents feel that political ads contain false
promises . Majority of the respondents agree to the statement. In which thirty
six percent strongly agree and twenty six percent agree . On the other hand
eight percent disagree and six percent strongly disagree and the other twenty
six percent remain with no arguments.
43
Table 4.11
I don’t see party advertising another party in their ads.
Response No. Of respondents Percentage

Agree 24 26.66666667
Disagree 8 8.888888889
Total 90 100
Figure 4.11
I don’t see party advertising another party in their ads.
35
30
25
20
15
10
0
disagree
Table 4.11 shows the response of public if they haven’t seen party
advertising another party in their ads. Majority of the respondents agree to the
statement. In which thirty percent strongly agree and twenty seven percent
agree . On the other hand nine percent disagree and nine percent strongly
disagree and the other nine percent remain with no arguments.
44
Table 4.12
Political ads push people to vote for a particular party.

respondents
Agree 20 22.22222222
Disagree 13 14.44444444
Total 90 100
Figure 4.12
35
30
25
20
15
10
0
disagree
Table 4.12 shows how much Political ads push people to vote for a particular
party. Majority of the respondents agree to the statement. In which seventeen
percent strongly agree and twenty two percent agree. On the other hand twenty
six percent disagree and remaining have no arguments.
45
Table 4.13
Political parties don’t advertise, the promises they have made during
political campaign and which have not been met.

respondents
Agree 31 34.44444444
Disagree 6 6.666666667
Total 90 100
Figure 4.13
Political parties don’t advertise, the promises they have made during
political campaign and which have not been met.
35
30
25
20
15
10
5
0
disagree
Table 4.13 shows what the public think of the statement “Political parties
don’t advertise, the promises they have made during political campaign and
which have not been met.” . Majority of the respondents agree to the
statement. In which fourteen percent strongly agree and thirty four percent
agree. On the other hand fifteen percent disagree and remaining have no
arguments.
46
Table 4.14
Voting results are affected by the type of ad to which they are exposed

respondents
Agree 22 24.44444444
No arguments 36 40
Disagree 16 17.77777778
Total 90 100
Figure 4.14
Voting results are affected by the type of ad to which they are exposed
40
35
30
25
20
15
10
0
disagree
Table 4.14 shows how much voting results are affected by the type of ad to
which they are exposed. . Majority of the respondents agree to the statement.
In which fourteen percent strongly agree and twenty four percent agree. On
the other hand twenty one percent disagree and remaining have no arguments
47
4.2 Inferential Statistical Analysis
Inferential statistics are used to make inferences about the larger population based on
the sample. Typically , inferential statistics deals with analyzing two or more
variables using samples. There are different types of inferential statistics that are used.
The type of inferential statistics used depends on the type of variable used for the
study.
Mann whitney U test
The factors tested with Mann Whitney U Test by framing the following hypothesis
H0: There is no significant difference in the attitude of public towards political ads
H1: There is significant difference in the attitude of public towards political ads
Table 4.15
Mann Whitney U Test
Test Statistics’ decision

perception Not H0
Mann-Whitney U 666.000 significant accepted
Wilcoxon W 2319.000
Z -2.306
Asymp. Sig. (2-tailed) 0.021
a. Grouping Variable: gender

Source : SPSS output
The table shows whether there is significant difference between gender and attitude of
college students towards political. The analysis shows that the significance level is
.021.the researcher hypothesis can be accepted only when the significance is on or
above 0.05.so null hypothesis is accepted which shows that there is no significant
difference between gender and attitude of public towards political advertisements.
48
H0: There is no significant relationship between voting results and the type of
ads they are exposed
H2: There is significant relationship between voting results and the type of ads
they are exposed
Mann Whitney U Test
Test Statistics’ Decision
Voting results are affected by the Significant H1

type of ad to which they are accepted
exposed
Mann-Whitney U 1.000
Wilcoxon W 2.000
Z -1.208
Asymp. Sig. (2-tailed) 0.227
Exact Sig. [2*(1-tailed .444b
Sig.)]
a. Grouping Variable:
factors
Source: SPSS output
The table shows there whether there is significant relationship between voting results
and the type of ad to which public are exposed. The output data shows that the
significance level is .444.So the researcher hypothesis is accepted as the significance
level is greater than .05.thus the study shows there is significant relation between
voting decisions and type of ads to which public are exposed.
49
50
Chapter-5
Findings, suggestions and conclusions

5.1 Findings, conclusion and suggestions
The perception of college students towards political advertisements is

evaluated in this study.
The data collected were analyzed and interpretation is drawn on this basis.
The findings are revealed below;
• The samples have been collected from Christ College, Irinjalakuda.

• The respondents are between age group of eighteen to twenty six, in which
majority belongs to the age group of twenty two to twenty four. Among them
Sixty three percent respondents are female and remaining thirty seven percent
belongs to male.
• Fifty seven percent of respondents are pursuing degree and forty three are
doing post graduation.
• About eighty nine percent are unmarried and eleven percent are married.
• Majority of the respondents is of the opinion that political parties advertise a
lot as part of their campaigning and agree that that the political parties
advertise after their promises have been met. But same time twenty one
percent doesn’t agree with the statement .They are of the opinion that political
parties may advertise even before completing their promises.
• Most of the respondents strongly agree that they consider the ads before they
make their voting decision. At the same time there are respondents who
doesn’t consider the ads instead they vote for the party they love.
• The respondents are happy when the party they support keeps their promise
and feel their morale boosted when they see good ads of the party they
support.
• Majority of the respondents agree that the political ads focus on the projects
completed by the party during their term.
• The respondents agree that they don’t find political ads emotionally touching.
They don’t feel influenced by any kind of political ads even if they are
emotionally touching they have their own rational decision. The respondents
52
agree that the parties depict what they have achieved, through political ads.
Majority of the respondents agree that the parties use celebrities in their Ads to
make it appealing
• Majority of the respondents agree that the political ads are made to project and
add value to the party. They agree that the political ads provide information to
the public regarding the party and also about new rules, regulations and
changes.
• Most of the respondents doesn’t seem motivated when they see political ads.
• Majority of the respondents also believe that the political ads contain false
promises.
• Majority of the respondents are of the opinion that a party doesn’t advertise
another party in their ads.
• Approximately about the same number of respondents agrees and disagrees to
have political ads in TV and newspaper.
• Majority of the respondents feel that the political ads exaggerate content in
their ads and also push people to vote for a particular party.
• Majority of the respondents agree that political ads are relevant in order to
capture the hearts of neutral persons.
• Majority of the respondents agree that political ads showcase the vision of the
parties.
• Majority of the respondents agree that promises made in political ads are not
met.
• Majority of the respondents are of the opinion that the money spent for
political ads can be utilized in a more fruitful way.
• Majority of the respondents agree that political ads have more coverage
through social media than TV and newspaper.
• Majority of the respondents agree that political parties don’t advertise the
promises they made during political campaign and which are not been met.
• Majority of the respondents agree that political ads helps in assisting people to
choose their party wisely and also helps them to influence or comment up on a
matter which is currently the subject of extensive public debate.
• Most of the respondents agree that the voting result are affected by the type of
ads the public is exposed to.
53
• Majority of the respondents are of the opinion that political ads gives them
oversimplified picture of party stand points and gives guidelines regarding
which party suits me the best.
• According to SPSS data analysis, there is no significant difference between
gender and attitude of public towards political advertising
• There is significant relationship in voting results and type of ads to which
public are exposed to.
SUGGESTIONS
• Ads should be more truthful.

• Should be more transparent.
• Should express their concern to the public.
• They should be able to implement the promises they made.
• Convey the true intension of the party.
• The ads should include the objectives of the party and what they done, so that
the public could compare and analyze their performance and capability.
CONCLUSION
The primary objective of the research is to study the perception of

college students towards political advertisement for this a sample of ninety
students are selected from Christ college Irinjalakuda on the basis of stratified
proportionate random sampling method. An extensive literature review helps
in understanding how political ads become mediator between party and
public. The question air was developed for data collection purpose. Here
perception of public is the dependent variable and political ads be the
independent variable.
Political ads have both bright and dark sides .the voting results are
affected by the type of ad to which the public is exposed. Ads help the public
to choose a party wisely and be more informed about the party and their
promises.
54
There are chances of misleading information to be conveyed through
political ads resulting in faulty decision making by the public. The fund that
should be fruitfully utilized is spent on these ads. So I conclude that political
ads have major impact on the voting decision of the public.
55
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APPENDIX
QUESTIONNAIRE
A study on Perception on Political Advertisements among college students
Name
Age
Gender
Educational Qualification
Marital Status
Statements SD D N A SA
As part of campaigning the political parties do a lot of advertising.
I don't bother about political ads love my party and i vote for
them.
When my political party keeps the promises and when they
advertise it, it will be happy.
My morale is boosted when i see good ads of my political party.
Political ads are made to add values to the party
Political ads are advertised to inform the people.
I get motivated when i see the ads of my political party.
Political ads always depict what they have achieved.
Political ads focus on the projects completed by the party during

their term.
I don’t see party advertising another party in their ads
I don’t like political parties bringing TV or newspaper ads
I agree that sometimes political party’s aggressive content in their

ads.
Political parties use celebrities in their ads which make advertising
more appealing.
Political ads are important to capture the hearts of a neutral
person.
In political ads the vision of the party is showcased.
I don't think that the promises made in the political ads are met.
Political ads throw light on the values of that particular political

party.
Political ads are good to keep the public informed about the new
rules and regulations or changes.
I think that the money spent for political ads can be utilized in a
more fruitful way.
Ads through social media have wide coverage than TV and news
paper.
Political parties don’t advertise, the promises they have made
during political campaign and which have not been met.
I would like to see political ads will improve people to choose

party wisely.
Political advertising attempts to influence or comment upon a
matter which is currently the subject of extensive political debate
Voting results are affected by the type of ad to which they are

exposed
It gives me oversimplified picture of party standpoints
Political ads gives me guidelines regarding which party suits me

best

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“A STUDY ON PERCEPTION ON POLITICAL

ADVERTISEMENTS AMOUNG COLLEGE STUDENTS”

Project report submitted to

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

In partial fulfillment of the requirements for the award of the degree of

Under the guidance of

Dr. ARUN BALAKRISHNAN

POST GRADUATE DEPARTMENT OF COMMERCE CHRIST

This is to certify that the project entitled “A STUDY ON PERCEPTION ON

Dr. JOSHEENA JOSE Dr. ARUN BALABRISHNAN

(Head of the department) (Project Guide)

I, Namitha T.M, hereby declare that the bona-fide record of “A STUDY ON

Place: Irinjalakuda NAMITHA T.M

I wish to express my profound gratitude and heart-felt thanks to our

I am thankful to Dr. Josheena Jose, our HOD and my Project Guide

I am sincerely thankful to the teachers in various schools and colleges in the

I put forward my thankfulness to the Librarian and Non-Teaching Staffs of

Date: 30-03-2021 NAMITHA T.M

sl.no TITLE Page

TABLE TITLE PAGE

FIGURE TITLE PAGE

Main purpose of marketing is the act of transferring information from one

The purpose of this paper is to show the applicability of marketing concepts to

India is a democratic country. People have the authority to choose their

1.2 STATEMENT OF THE PROBLEM

The role of Television, social media and other communication channels in

1.3 SIGNIFICANCE OF THE STUDY

Government is doing lot of ads in the context on campaigning their political

• To study the type of information provided in political ads

1.5.1 Sources of data:

Primary data were collected through systematically prepared questionnaire

1.5.2 Research design:

The study is a descriptive research.

1.6 Sample population

The sample population is the students of Christ College Irinjalakuda

1.6.1 Sampling technique

Sampling technique used in the study is stratified proportionate random

1.6.2 Sample size:

In this study, I have circulated around 100 questionnaires .The samples

1.7 TOOLS FOR ANALYSIS:

1.8 SCOPE OF THE STUDY

The study is confined to Christ college autonomous Irinjalakkuda

H1: There is significant difference in attitude of public towards political ads

1.10 LIMITATIONS OF THE STUDY

• The response of the respondents may or may not be bias

The study is presented in five chapters.

• Chapter 1 Introduction: This chapter deals with introduction,

Review of some books and journals related to the study on perception on

• EF Fowler, MM Franz, GJ Martin ,Zachary Peskowitz(2021) studies on

The investigations made in the previous studies have been of great

Commerce refers to the exchange of goods, services, or something of value,

Commerce is the conduct of trade among economic agents. Generally,

Marketing is an activity directed at satisfying human needs and wants through

3.2.1 Definition of marketing

“Marketing is the process of planning and executing the conception pricing

“Marketing is the social and managerial process by which individuals and

3.2.2 Features of marketing