A RESEARCH ON THE

IMPACT OF
ADVERTISEMENTS
ON CONSUMERS
 INTRODUCTION
Advertising research is the systematic gathering
and analysis of information to help develop or
evaluate advertising strategies, ads and
commercials, and media campaigns. A subset of
marketing research.
 OBJECTIVES
Primary:
 Payout in terms of sales or profit, or both

Secondary:
 Deciding upon the message
 Try to analyze effect of copy on target segments
 Presentation of message
 Deciding upon the copy
 Headlines
 Pictures
 Situations
TYPES OF ADVERTISING MEDIA
Print Advertising
 The print media have
always been a popular
advertising medium.
 Advertising products
via newspapers,
magazines, brochures
and fliers.
 Outdoor Advertising

 Attract the customers

outdoors.
 Examples of outdoor
advertising are
billboards, kiosks.
 Several events and
tradeshows organized
by the company.
 Broadcast advertising

 Broadcast advertising is
a very popular
advertising medium that
constitutes of several
branches like television,
radio or the Internet.
 Public Service Advertising

 To convey socially
relevant messaged about
important matters and
social welfare causes
like AIDS, energy
conservation, political
integrity, deforestation,
illiteracy, poverty and
so.
 Celebrity Advertising

 Majority of
advertisements still
bank upon celebrities
and their popularity for
advertising their
products.
Covert Advertising
 Unique kind of advertising in which a product or a
particular brand is incorporated in some entertainment
and media channels like movies, television shows or
sports.

Surrogate Advertising
 Surrogate advertising is prominently seen in cases
where advertising a particular product is banned by
law.
 Common examples include Fosters and Kingfisher
beer.
 RESEARCH DESIGN
 Advertising Attitudes
 Copy testing
 Selection of media
 Advertising Attitudes
 Attitude maintenance or shift as a measure of
advertising effectiveness
 has grown in importance
 Attitude of the individuals depends
 On the product attributes
 On their perceptions of the extent to which different brands posses
the desired attributes
 Measuring the attitudes of target audiences toward
products and then attempting to determine the effect
of advertising on those attitudes
 Cont…
 Advertisers must evaluate attitudes towards
 Their product’s salient characteristics
 Those of competing brands

 Assumption- Attitudes are predictors of

behavior
 Goal of Advertising- Attempting to alter the
attitudes of consumers toward a specific brand
 Copy Testing
 Copy testing:- Evaluation of alternative ways
for advertisers to present their
messages.

 “Copy” refers to an entire advertisement,

including the verbal message, pictures, colors,
and dramatizations, whether the advertisement
appears in print, on radio or television, or
some other medium.
 Copy Testing
 Two types:
“Before” tests (made before the copy is released
on a full run basis)

The objective is to make improvements in the

advertising copy prior to full run release of the
advertising.

“After” tests (applied after the copy is run)

 Copy Testing / “Before” tests
 Consumer Jury.
 Rating Scales.
 Portfolio Tests.
 Psychological Tests.
 Physiological Tests.
 Inquiries.
 Sales Tests.
 Day-after recall Tests.
 Copy Testing / “After” tests
 After tests
 Once the ad is run, it’s impossible to measure the
effects of the message separately.

 Recall test

 Recognition test
 Media selection
 The goal of the advertiser is to select a media
schedule from among many available
alternatives which will maximize some
combination of number of people reached and
frequency with which they are reached.
 Problems in media selection
 It’s not sufficient to select the major media,
you also need to make specific selections
within these general types of media.
 Character of media has to be considered before
selecting it as it has great influence on
effectiveness of the advertisement.
 Problem of audience measurement
 Variation in composition and sizes of audience
of given media vehicle.
 Variation due to geography
 Variation due to rate at which different
vehicles accumulate audiences
 Difficulty of estimating value of different sizes
of message units within and between media.
 Estimating actual geographical area covered.
 Media scheduling
 Need for media scheduling
 Advertising is forgotten over time.
 Also continuous advertising may add to
unnecessary expenditure.
 Increase in advertising weight produces sharp rise
in sales, which declines even though advertising is
maintained over a period of time.
 Measurement of Audience
1.Coincidental Method

2.Roster Call
-This is a technique which consists of aided recall via personal
interview.

3.Audimeter
-Meter attached to the T.V sets
-Records to what station it is tuned to.
4.Diary Method

-Respondents record in a specially

designed diary their radio or T.V
listening.
 INFERENCE
 TELEVISION
 Powerful Medium
 Reaches broad spectrum of consumers

 PRINT MEDIA
 Poor reproduction quality
 Short shelf life

 RADIO
 Lack of visual images
 Relatively passive nature
 CONCLUSION

 The Advertising industry evolved through time. From

simple print ads to intricate ads for consumers.
Through time the advertisement have evolved to cope
with the times.
 It also has to cope with what the consumers want to
see in their ads.
 In advertising, there is no boundaries in which you
can do but they are limitations, specifically credibility
and integrity of your company because it is the
viewers who make your network gain popularity and
high profits.