UNVEILING THE IMPACT: A COMPREHENSIVE

STUDY ON EFFECTIVE ADVERTISING

AUTHOR

Neelam (23MBA10459)

Mohit Kang (23MBA10480)

Archi Sharma (23MBA10519)

Vikas Joshi (23MBA10525)

Jatin Gupta (23MBA10544)

Abstract

The second-most transcontinental nation in the world is India. It is second only in size to China,
with over a billion groups residing inside its borders. Advertisements inform people about new
products and their uses. Advertising that highlights a product's usefulness gives people the
ability to support their observations. It's a note that has assisted people in giving up old habits
and adopting better practices permanently. It made a significant contribution to the public's
general way of life growth. In India, the request is for public relations to represent society. The
advertisement exhorts the company to cultivate a sense of care among its clients, and it shapes
the buyers' perceptions in a positive or bad way. The second-most transcontinental nation in
the world is India. It is second only in size to China, with over a billion groups residing inside
its borders. Advertisements inform people about new products and their uses. Advertising that
highlights a product's usefulness gives people the ability to support their observations. It's a
note that has assisted people in giving up old habits and adopting better practices permanently.
It made a significant contribution to the public's general way of life growth. One hundred (100)
people of various ages and genders from various communities participated in the study, and
their reviews and responses were examined for analysis or research. The opinions of many
people will improve knowledge of effective advertising and provide marketers with ideas for
effective promotion of their goods and services. Consequently, we learn how important it is for
advertising to leave a lasting impression on consumers.

KEYWORDS
Advertisements, strategy, India, commercial, company.

INTRODUCTION
An advertisement is a form of advertising that uses online platforms to promote products. It
aids businesses in concentrating on global customers. In plain English, the goods or services
being provided are very useful and beneficial to the customers as well. Through online
advertising, people can anticipate more returns on their conjectures. William Mazzarella, an
anthropologist, divides publicizing in post-self-sufficiency India into four major phases. In this
age of enormous scope development and competitive awareness, advertising has evolved into
a basic marketing tool. It performs the ancillary functions of sales promotion and advances the
offer of goods and ventures by persuading people to purchase them. A strong awareness
campaign aids in success. Gaining new business in the public and international business sectors
is facilitated by a well-planned notice campaign. Currently, there is a significant push in Indian
advertising to cater to one of the most diverse populations on the planet. Although it is not
widely spoken among the general public, English is the predominant language of instruction
throughout the entirety of India. Because newspapers, radio, and television depend on more
than two dozen tongues, the usefulness of different plugs is restricted to specific regions or
segments of the population. English is being promoted while keeping an eye out for India's
elite. When engaging in even more conversational discourse with the majority, it employs one
of the many colloquial expressions. Hindi is largely utilized in promotions in northern India;
in southern India, where it is occasionally spoken, it is unimportant. A few innovations combine
Hindi and English to create a blend known locally as Hinglish. Inline reasonable inline realistic.
The investigation's goal is to consider the platforms used in Indian advertisements.
OBJECTIVES

i To assess the public's awareness of commercials

ii To determine the impact of advertisements.
iii To comprehend the notion of advertising in India.
iv To ascertain the tactics employed in the advertisements.

REVIEW OF LITERATURE

1. Dana L. Alden (1999): In this study, the authors examine the emergence of brand
positioning strategies in advertising that parallel the growth of the global marketplace.
A new construct, global consumer culture positioning (GCCP), is proposed,
operationalized, and tested. This construct associates the brand with a widely
understood and recognized set of symbols believed to constitute emerging global
consumer culture.

2. Paul Freedman (1999): Recent controversy over negative television campaign

commercials has focused on their effects on voters. Proponents of the demobilisation
hypothesis claim that negative ads undermine political efficacy and depress voter
turnout. Others have suggested a stimulation hypothesis, arguing that such advertising
may have an invigorating effect on the electorate.

3. Hershey H. Friedman (1976): Four groups of students were presented with identical
advertisements for sangria wine, attributed to one of four different types of endorsers:
a celebrity, student, professional expert, and company president. A fifth group serving
as a control was presented with the same advertisement, but it was not attributed to an
endorser.

4. Gerald J. Gorn (1982): features like humour, sex, colour, and music in a commercial
merely increase our attention to product information in a message, or can they directly
influence our attitudes? The results of an experiment using a classical conditioning
 approach suggest that hearing liked or disliked music while being exposed to a product
can directly affect product preferences.

5. Dhruv Grewal (1998): The authors expand and integrate prior price-perceived value
models within the context of price comparison advertising. More specifically, the
conceptual model explicates the effects of advertised selling and reference prices on
buyers' internal reference prices, perceptions of quality, acquisition value, transaction
value, and purchase and search intentions. Two experimental studies test the conceptual
model.

6. Dominique M. Hanssens (1980): The relationships between 24 print ad characteristics

and recall, readership, and inquiry-generation measures of effectiveness are examined
for 1160 industrial ads. Both recall and readership are strongly related to format and
content characteristics of industrial ads.

7. Saran Krishnan R (1999): The author explains the effectiveness of advertisements

and the various factors that should be kept in mind before endorse or advertise the
product or service in the market for the benefits of consumer.

METHODOLOGY
The descriptive research approach is used to analyse the current work. Convenient sampling
was used to gather survey data from professionals, members of the general public, and other
groups in order to create the current study. The current analysis has a sample size of 100
samples, with gender serving as the independent variable and reliability on the assertion of
whether the Indian advertising strategy is effective serving as the dependent variable. The
research instruments utilized in this work include scaling and graphs.

Data Analysis
 Figure 1

Whether the strategy used in Indian advertising

is good
18.00%
16.00%
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
YES NO

Below 18yes 19-25 25-36 36-45 46-60 Above 60

Legend
The above figure 1 shows whether the strategy used in advertising is good. Figure 1 is
compared with age.

FIGURE 2

Advertisment is one of the best way to introduce

Indian Product
18.00%
16.00%
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
Strongly Agree Agree Neutral Disagree Strongly disgree

MALE FEMALE
Legend
The above figure 2 shows whether advertisement is one of the best way to introduce Indian
product. Figure 2 is compared with gender.

FIGURE 3

Do you agree that advertisement helps in

introducing new products to people
12.00%

10.00%

8.00%

6.00%

4.00%

2.00%

0.00%
Strongly Agree Agree Neutral Disagree Strongly disgree

HIGHER SECONDARY UNDER GRADUATE POST GRADUATE ILLTERATE

Legend
The above figure 3 represents whether advertisement helps in introducing new products to
people. Figure 3 is compared with educational qualification.
FIGURE 4

On a scale how advertisement have impact on

customers
9.00%
8.00%
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
1 2 3 4 5 6 7 8 9 10

PRIVATE EMPLOYEE GOVERNMENT EMPLOYEE SELF EMPLOYED UNEMPLOYED

Legend
The above figure 4 represents how advertisements have impact on customers. Figure 4 is
compared with occupation.

RESULTS

Figure 1 shows that the majority of respondents between the ages of 26 and 35 believe that the
advertising strategy is effective.

Figure 2 shows that the majority of respondents believe that advertisements are one of the best
ways to introduce Indian products.

Figure 3 shows that the majority of respondents believe that advertisements can be useful in
introducing new products to consumers.

Figure 4 shows that the majority of respondents rated the influence of advertising on consumers
at a 7.
DISCUSSION

Figure 1 shows that the majority of respondents think the advertising strategy is good.

Figure 2 shows that people's responses were neutral, indicating that this may be one of the best
ways to introduce Indian products.

Figure 3 shows that people's responses were neutral, indicating that this may be one of the best
ways to introduce new products to the public.

Figure 4 shows that customers are greatly impacted by advertisements, as indicated by the
respondents' ratings of 7.

CONCLUSION

The last ten years have seen a sharp increase in advertising as more consumers have shifted
from traditional to online shopping. There will be ten more years of this growth. Indian
marketers face a challenge in not just incorporating these dynamic communication channels
but also customizing them to suit the country's distinct and varied cultures and target customers.
Retail advertising is predicted to grow as a result of a number of corporations joining the food
and beverage market, the rising popularity of e-commerce in the nation, and local businesses
experimenting. The rural area presents a potentially lucrative opportunity. The primary driver
of online advertising growth is the perception held by many offline advertisers that consumers'
attitudes are shifting often. Online advertising will eventually be the sole way to reach a
significant number of people throughout the globe. Recent technical developments have led to
the creation of new online advertisement strategies by well-known corporations like Google,
Amazon, and others. Online advertising will take over as the main way that marketers advertise
their goods in the upcoming years.
REFERENCES

(Brand Positioning Through Advertising in Asia, North America, and Europe:

The role of global consumer culture, 1971)

(Measuring Media Exposure and the Effects of Negative Campaign Ads, 1982)

(The effectiveness of Advertisements Utilising Four Types Of Endorsers, 1976)

(The Effectiveness Of Music in Advertising on Choice Behaviour: A Classical

Conditioning Approach, 1982)

(The Effects Of Price-Consumption Advertising on Buyers' Perceptions of

Acquisition Value, Transaction Value, and Behavioural Intentions, 1998)

(The Effectiveness of Industrial Print Advertisements across Product Categories,

1980)

(A study On The Effectiveness Of Advertisements, 1999)