a study on the effectiveness of advertising through kairali tv channel

KARUNYA SCHOOL OF MANAGEMENT

A STUDY ON THE EFFECTIVENESS OF ADVERTISING THROUGH

KAIRALI TV CHANNEL

PROJECT REPORT

SUBMITTED BY

RAJEEV JOSEPH

REG.NO:08BA020

SUBMITTED TO

Dr. R. MARY METILDA

ASST.PROFESSOR (SG)

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD

OF THE DEGREE OF “MASTER OF BUSINESS ADMINISTRATION”

OF KARUNYA UNIVERSITY


KARUNYA UNIVERSITY

COIMBATORE - 641114

2008-2010


SCHOOL OF MANAGEMENT

KARUNYA UNIVERSITY

CERTIFICATE

This is to certify that the project entitled “A STUDY ON THE EFFECTIVENESS OF

ADVERTISING THROUGH KAIRALI TV CHANNEL”, is a bonafide work done by

RAJEEV JOSEPH, Reg No. 08BA020 and is submitted in partial fulfillment of the

requirements for the degree of Master of Business Administration, Karunya University.

Dr. Samuel Joseph Dr.R.Mary Metilida

Director I/C Faculty Guide

PLACE: Karunya Nagar

DATE:

VIVA-VOICE EXAMINATION HELD ON___________________

____________________ _______________________

INTERNAL EXAMINER EXTERNAL EXAMINER


DECLARATION

I RAJEEV JOSEPH , hereby declare that this project work entitled “A STUDY ON

THE EFFECTIVENESS OF ADVERTISING THROUGH KAIRALI TV CHANNEL” is an

original work done by me under the supervision and guidance of Dr.R.Mary Metilida and is

submitted in partial fulfillment of the requirements for the award of the degree of Master of

Business Administration, Karunya University.

I also declare that this report has not been submitted by me fully or partially for the

award of any degree, diploma, title, recognition or any other fellowship of any other

university before.

Place:

Date: RAJEEV JOSEPH


ACKNOWLEDGEMENT

Initially, let me thank the almighty God for guiding me all through the

project work.

I express my deep and sincere gratitude to Mrs. R. Mary Metilida, Faculty

guide for providing the necessary assistance for the project.

I sincerely acknowledge my gratitude to Mr. Mohammed Arif C.C, Sr.

Manager (Personnel, Administration) of KAIRALI TV for giving me an

opportunity to do this project. I am thankful to Mr. B. Sunil, the Project

Guide for his guidance and support throughout the study.

I also owe my sincere thanks to all the staff in KAIRALI TV CHANNEL,

and the faculties of the Department of Business Administration, Karunya

University for their valuable guidance and suggestion in the preparation of

this report and completing the same successfully.

RAJEEV JOSEPH


Chapters Contents Page No:

CHAPTER-1

1 Introduction

1.1 Theoretical Background 2

1.2 Statement of Problem 5

1.3 Need of Study 6

1.4 Review of Literature 7

CHAPTER-2

2 Industry Profile and Company Profile

2.1 Industry Profile 23

2.2 Company Profile 28

CHAPTER-3

3 Methodology

3.1 Objectives of the Study 32

3.2 Hypotheses 32

3.3 Data Collection 33

3.4 Sample Size 34

3.5 Tools of Analysis 34

3.6 Limitations of the study 35

CHAPTER-4

4 Analysis and Interpretation 37

CHAPTER-5

5 Findings, Suggestions & Conclusion

5.1 Findings 98

5.2 Suggestions 99

5.3 Conclusion 100

Bibliography 101

Appendix 102


CHAPTER -1

INTRODUCTION AND DESIGN OF STUDY


CHAPTER -1

INTRODUCTION

The project deals with finding the effectiveness of the television advertising for different

product categories targeted at different consumer segments. The client or the company has

some vision in mind when they think of advertising for a new product or an existing one or

for brand promotion. At the same time the particular Tv channel have also an aim to provide

a good support for that through wide reach. Advertisement revenue provides a significant

portion of the funding for most privately owned television networks. The company has to

weigh the benefits from advertising against the cost incurred in way of advertisements. Being

able to reach the precise target audience is not just a function of the distribution channels or

the pricing of the goods or services; it is advertising that communicates everything to the

consumer.

A television advertisement or television commercial is a span of television programming

produced and paid for by an organization that conveys a message. The vast majority of

television advertisements today consist of brief advertising spots, ranging in length from a

few seconds to several minutes. Advertisements of this sort have been used to sell every

product imaginable over the years, from household products to goods and services, to

political campaigns.

Many television advertisements feature songs or melodies that generate sustained appeal,

which may remain in the minds of television viewers long after the span of the advertising

campaign. Advertising agencies often use humor as a tool in their creative marketing

campaigns. Advertising agencies often use humor as a tool in their creative marketing

campaigns. For example Vodafone ads. In fact, many psychological studies tried to

demonstrate the effect of humor and indicate the way to empower advertising persuasion.

The project intends to find what factors might govern the television advertisement

effectiveness, and also how those factors affects viewers of different age groups and different


locality(Urban/Rural). In this context, it is very important to identify the viewers perception

about a better ad through the Tv channels without interrupt the program performance.

1.1 THEORETICAL BACKGROUND

Advertisement is defined as the paid form of non-personal communication for a product or

services through an identified sponsorer. Advertising is a persuasive communication attempt

to change or reinforce ones‟ prior attitude that is predictable of future behavior. Ads that

trigger an emotional response can grab an audience by the heart, hold their attention, and

leave them with a warm and cozy feeling about the company, product or service.

A somewhat better understanding of the communication process is provided by a more

detailed model shown in the below given model.This modelintroduces a new elements that

serve to demonstrate the complex nature of the communication.

Figure: 1.1.1 Elements of communication

When we send any of advertising message ,we need to encode with some form of simbolic

representation.Most advertising consists of words ,colors,shapes,pictures and posibly musics

,each of which is designed to convey some form of impressionto the viewer.All of these

elements are inteneded to be understood by the reciever of the messageand ,together they

combine to deliver a desired impression of the product or services to the consumers. The

message will need to be placed in to some form of medium that the sender believes will be

seen by the reciever.This might be television,magazine or newspapers available to the

sender.


The notions of audience activeness provide theoretical basis for the reduced opportunity to

see advertisements, compared to programs. Rested in the uses and gratifications tradition, the

active audience theory sees people as motivated and purposive participants in their

communication processes. This theory, however, does not indicate audience activeness for

every communication situation. Rather, it acknowledges the existence of conditional

variables such as audience members' motives and the communication context that make the

audience active or passive in communication processes. Motivation for the media use, for

example, was reported as a moderating variable for audience activeness. Studying television

viewers, Rubin (1984) identified two media use orientations (ritualized and instrumental),

and found that instrumental motivation reflected greater purposive and active media use'.

Likewise, previous research on television viewing suggests different motives and behavior

for programming and advertising and the influence of the individual audience.

It is unlikely that television viewers avoid every commercial they come in contact with

(Danaher, 1995). Instead, avoiding or watching a commercial would likely be influenced by

the communication context surrounding the advertisement. Previous research on ad clutter

and commercial patterning provides evidence for the contextual effect.

For example, studies of advertising clutter have demonstrated that the level of attention and

recall decreases, as the number of commercials in an advertising break increases (Brown &

Rothschild, 1993; Zhao, 1997). According to the advertising clutter research, the duration of

a given advertising break may affect the size of the gap between the ratings for the program

and the advertising break.

For decades advertising researchers have been interested in examining those message

characteristics that may help curb commercial avoidance. For the most part researchers have

focused on the effects of content variables such as information level, message tone and

scenic beauty, while paying less attention to production-oriented advertisement features such

as the pacing of the advertisement. This is understandable, given that pacing is generally not

considered a primary feature of advertising copy.


1.2 STATEMENT OF THE PROBLEM

The TV commercial is generally considered the most effective mass-market advertising

format. In the past few years television advertisements has overshadowed the television

programs . Many small intervals over the broadcasting period may decrease the number of

viewers for the commercials as well as the program. Some of the ads interrupt the interesting

programs.

However, remote controls have now made it easier for audiences to "tune out"

advertisements simply by allowing them to turn down the volume or even switch channels

when the advertisement comes on. Also people tend to do other things while the

advertisements are on, while waiting for the program to resume. Additionally, television

recording mechanisms such as DVR and TiVo have also allowed viewers to skip advertising

completely during television programming. But at the same time more viewers for

interesting ads like Vodafone Zoozoo ads.

As a result of uninteresting ads the number of viewers has decreased gradually. During a

commercial break the viewer may choose to get a snack, go to other works or have a

conversation about whatever they were just watching. The study has been conducted to find

solution to the above mentioned problem and to make advertisements effectively.


1.3 NEED OF STUDY

The television advertising is the most powerful form of advertising. Advertising on

television allows to show and tell a wide audience for business, product, or service.

Advertiser can show how their product or service works and how it's packaged so

prospective customers will know what to look for at the point of sale. In Television

advertising effectively influence consumers' purchasing behavior.

Although the past decade witnessed the decrease in the audience delivery by television, the

medium will likely stay as one of the most important advertising tools for a while longer.

The issue of television advertising efficiency, therefore, deserves a continuous research

attention. Unfazed by the large number of TV channels ,viewers have a large number of

options before them. The television viewers have little loyalty towards each TV channels.

Due to this channel war people used to switch over from one channel to another during the

commercial breaks. As a result the effectiveness of advertisements has come down. In this

context the study is been conducted –how the viewers could be attracted to our Tv channel

and the advertisements through it. And also this study analyses the viewers perception about

the ad breaks and the factors affecting the TV advertisements.


1.4 REVIEW OF LITERATURE

ARTICLE NO:1

TITLE: The Choice of Commercial Breaks in Television Programs: The Number,

Length and Timing.

author: Wen Zhou ([email protected])

Source: Journal of Industrial Economics; Sep2004, Vol. 52 Issue 3, p315-326, 12p.

This paper examines the choice of commercial breaks by a television network in a monopoly

setup. It is assumed that viewers dislike commercials, while the network seeks to maximize

the total audience for these commercials through its choice of the number, length, and timing

of commercial breaks. The model predicts that commercial breaks become more frequent

toward the end of the program, and that the length of breaks is single-peaked. When the

television program becomes more popular, the network runs commercials more frequently,

and redistributes commercials so that late breaks become longer while early breaks become

shorter.

This study concentrate on the choice of commercial breaks by a monopoly network. Viewers

can turn off their TVs but they do not have the option of switching to other channels. We

assume that the network seeks to maximize the cumulative viewing audience during

commercial breaks and that viewers turn off their TVs only during commercial breaks. The

drop in the viewing audience that occurs with each break increases with the length of that

break. To capture the idea that a longer programming interval builds viewer interest and

makes them more likely to stay with the program, we assume that the fraction of the

audience that turns off their TVs in any commercial break decreases with the length of the

preceding programming interval. The model generates several empirically testable

predictions. The programming intervals get shorter with each break, and the lengths of the

commercial breaks are initially increasing and then decreasing. The intuition for these results

is that the network‟s incentive for keeping viewers weakens as the program progresses, but

earlier commercials are more profitable than later commercials. The interaction of these two

effects gives rise to the „single peaked‟ property. Finally, we obtain a comparative static


prediction that, when the popularity of the program increases, commercials are more

frequent, early breaks are shorter, and later breaks are longer.

The literature states that the drop in viewing audience during a commercial break decreases

with the length of the preceding programming interval and increases with the length of the

commercial. Longer programming intervals help retain viewers by building their interest in

the program, making it more costly for them to turn off their TVs. Viewers are also often

annoyed when commercial breaks occur too frequently. The marketing literature has long

recognized that longer commercials drive more viewers away from the program.

ARTICLE NO:2

TITLE : Recall of Television Commercials as a Function of Viewing Context: The

Impact of Program-Commercial Congruity on Commercial Messages.

Authors: Sharma, Andrew

Source: Journal of General Psychology; Oct2000, Vol. 127 Issue 4, p383, 14p

The effect of the congruity between the involvement types of advertising commercial and a

television program on the effectiveness of the commercial was studied. Participants viewed

either a cognitive or an affective commercial for a product, which was embedded in either a

cognitive or an affective television program. The results showed that the effects of the

congruence influence the impact on memory. Free recall and cued recall were significantly

influenced by the program-commercial congruity. Free recall and cued recall were

significantly higher for the cognitively involving commercial in the cognitively involving

program context than in the affectively involving program context. Similarly, free recall and

cued recall were significantly higher for the affectively involving commercial in the

affectively involving program context than in the cognitively involving program context.

Schwerin (1960) found that attention to a pair of commercials was influenced by position,

the first position having an impact on gaining and sustaining attention for both commercials.

Axelrod found that the mood induced by a program influenced the attitude toward the

product in the advertisement. Barclay, Doub, and McMurtrey showed that commercials

appearing in higher rated programs were recalled better by viewers than were commercials in


lower rated programs.Even with the inclusion of the involvement variable, conflicting results

have been found. Much of the survey literature reflects a consistent positive relationship

between commercial recall measures and viewer involvement (Clancy & Kweshkin, 1971;

Krugman, 1983; Leach, 1981; Priemer, 1983; Smith, 1956). In contrast, most experimental

research findings suggest that viewer involvement with the program inhibits commercial

recall (Bryant & Comisky, 1978; Kennedy, 1971; Soldow & Principe, 1981; Thorson &

Reeves, 1985; Thorson et al., 1985). This could be a result of the fact that the

conceptualization of the involvement variable has been inconsistent. Involvement has been

conceptualized in terms of intensity of information processing (Krugman, 1966), need for

closure (Kennedy, 1971), and suspensefulness (Soldow & Principe, 1981), among others. All

these conceptualizations assume the difference in outcome among participants at two

different levels of involvement-high and low.

commercials within more involving programs were more effective than commercials within

less involving programs. These studies, however, incorporated only the level of involvement

as the predictor variable and did not distinguish between the type of involvement with the

program and the type of involvement with the commercial.

The results of this study show that the congruence between the involvement types of a

television program and an advertisement influences the effectiveness of the commercial's

impact on memory. The influence of the congruence was significant for the two impact

measures--free recall and cued recall. Free recall and cued recall were significantly higher

for the cognitively involving commercial in the cognitively involving program context than

in the affectively involving program context and for the affectively involving commercial in

the affectively involving program context than in the cognitively involving program context.

ARTICLE NO:3

TITLE : Serial Position Effects in Recall of Television Commercials Images.

Authors: Terry, W. Scott [email protected]

Source: Journal of General Psychology; Apr2005, Vol. 132 Issue 2, p151-163, 13p

The findings of naturalistic studies can be affected by uncontrolled presentation, viewing,

and retention variables. In the present article, college students viewed lists of 15


commercials in a laboratory simulation and recalled the product brand names. In an

immediate test, the first commercials in a list were well recalled (a primacy effect), as were

the last items (a recency effect), in comparison with the recall of middle items. In an end-of-

session test, the primacy effect persisted, but the recency effect disappeared. Embedding lists

within a television program again produced better recall of the first items during end-of-

session tests of recall and cognition. These results offered convergent validity for the

naturalistic studies of commercial memory, and they supported the usefulness of combining

laboratory and field methods to answer questions about everyday memory.

Memory for television commercials has been studied as a function of variables known to

affect laboratory assessments of word-list memory, such as the frequency and spacing of

repeated commercials, the retention interval, and the recall versus recognition testing formats

(e.g., Brown & Rothschild, 1993; Singh, Mishra, Bendapudi, & Linville, 1994; Singh,

Rothschild, & Churchill, 1988). It is interesting to note that even though commercials occur

in blocks, there are few reports of memory as a function of the serial position during

presentation.

The specific question addressed in the present study was whether primacy and recency

would occur in memory for lists of television commercials. The procedures have several

advantages over naturalistic tests of commercial memory. The participants‟ presence during

commercial presentation could be assured, and the immediate test of recall in Experiment 1

gives some measure of the initial 160 The Journal of General Psychology availability of the

items in memory. List length and the contents of each list could be held constant as specific

commercials were moved to different positions within the lists. As with the to-be-

remembered word items that are often used in laboratory studies of memory, the

commercials were probably familiar and represented one- or two-word product names that

could be readily rehearsed. However,unlike words, commercials differ in duration,

distinctiveness, and the obvious sound and visual dimensions.

Nevertheless, the fact that the first commercials in a block of advertisements were better

recalled in a delayed test supports the results of Pieters and Bijmolt (1997) and Zhao (1997).

Going beyond those findings, the results of the present study showed that individual

commercials presented in the first positions of the lists were better recalled than were the


same commercials presented later in the list. The primacy effect in final recall was also

robust across conditions, and was manifested in lists of both shorter and longer duration

commercials, when testing was surprising or expected, and in recall and recognition test

formats. The present experiments were not designed to differentiate among theories of serial

position, although the results were consistent with several theories.

ARTICLE NO:4

TITLE: Happy and Sad TV Programs: How They Affect Reactions to Commercials.

Authors: Goldberg, Marvin E. Gorn , Gerald J.

Source: Journal of Consumer Research; Dec87, Vol. 14 Issue 3, p387-403, 17p.

The role of mood states and their influence on the consumer have captured the interest of

consumer researchers. Gardner's recent review paper (1985) points to the potential

explanatory power of mood states in an array of marketing domains including service

encounters and point of purchase and communication Stimuli. The questions posed in this

study are as follows.

(1) Can happy or sad TV programs induce parallel moods on the part of the viewer? (2) Do

these induced moods carry over to the mood the viewer experiences while watching TV

commercials? (3) Do these moods, in turn, influence the viewer's reactions to the

commercials viewed during the program?

It is hypothesized that the mood induced by a happy or sad program will carry over and

continue to be experienced during the commercials that are viewed in the context of that

program. While mood is a relatively ephemeral phenomenon, research suggests that its

effects may be evidenced for at least 15-20 minutes (Isen et al. 1976). Being in a happy or a

sad mood while viewing a commercial should increase the accessibility of mood-congruent

thoughts and serve to maintain the viewer's mood state. Effectiveness of the Commercial(s).

The same congruency/ accessibility perspective leads to a second hypothesis. The mood

induced by the program, and continuing to be experienced during the commercial break, will

lead the viewer to evaluate the commercials as more effective when viewed in the context of

a happy program than when viewed in the context of a sad program.


The findings obtained in this study are supportive of at least some mood-inducing effects of

TV programs on viewer responses to commercials, and more tentatively, of an interaction

between program and commercial type. Also of interest is the finding that emotional

commercials were found to generally outperform the informational commercials. Whether

these results will hold across a broader array of products, situations, and manipulations

remains to be tested.

Three possible operating mechanisms have been advanced to explain the influence of a TV-

induced positive or negative mood upon viewers' reactions to TV commercials:

(1) a priming of the mood congruent material stored in memory that is related to the

commercial (the primary perspective adopted in this study): (2) a more direct, less

cognitively mediated, transference of affect based on mere temporal association: and (3)

consistency involving viewer judgments of the appropriateness/ inappropriateness of "fit"

between program and commercial, it remains for future research to determine under what

circumstances each of these processes represent a more appropriate explanation of the

phenomenon in question.

ARTICLE NO:5

TITLE: Effects of Ad Pacing and Optimal Level of Arousal On Attitude Toward the

Ad.

Authors: Pavelchak , Mark A, Gardner, Meryl P, Broach, V. Carter

Source: Advances in Consumer Research; 1991, Vol. 18 Issue 1, p94-99, 6p, 1 chart

It was predicted that the pacing of TV advertisements would influence perceived arousal

levels, and, depending on viewer's optimal level of arousal, attitudes toward the ad. Ad

pacing did indeed influence arousal levels, but only for those with low optimal levels of

arousal. Post hoc correlational evidence suggests that low optimals, but not high optimals,

like relatively fast ads because they are emotionally arousing. Results are discussed in light

of the multiply-determined nature of attitude toward the ad, and how ad pacing, through its

effect of perceived levels of arousal, may increase our understanding of what makes

advertisements effective.


It is well established that TV commercials can influence perceived levels of arousal in

viewers (e.g., Pavelchak 1989, Wells 1964). However, because arousal is not inherently

pleasurable, the effect of ad-induced arousal on Aad probably depends on secondary factors,

such as viewers' optimal level of arousal.

Ad Pacing and Arousal One implicit objective of this study was to provide additional

empirical evidence that ad pacing can influence perceived levels of arousal. To achieve this

objective, subjects were shown ads that varied in activity level. We realize that the ads

undoubtedly varied along many other dimensions, and that such differences may be

responsible for our results. We tried to partially address this issue by using two versions of

each type of ad. No doubt our results would have been more clear-cut if additional factors

(such as the type of product) were held constant across the ads. In reality, however, unless

time compression methodology is used, it may be impossible to vary only ad pacing. Our

results should be interpreted in this light.

The pattern of correlations in the fast ad condition among arousal change scores, Aad, and

arousal (experience) seeking scores suggests that arousal change might have mediated the

effect of experience seeking on Ad. The direction of the relationships suggest that low

experience seekers appear to like relatively fast ads more than high experience seekers, and

do so because they are emotionally arousing. High experience seekers, on the other hand, did

not Hnd the relatively fast ads emotionally arousing, and were less favorable toward them.

Thus, it seems as though ad-induced arousal can in fact influence attitude toward the ad,

although in a manner contrary to our initial expectations. In the slow ad condition, in

contrast, the arousal levels of neither high nor low optimals were influenced by the ads, and

yet the two groups differed in terms of Ad (high optimals were more favorable). This result

reminds us that Ad is multiply determined; that ad-induced arousal is only one of many

factors that contribute to such judgments.

ARTICLE NO:6

TITLE: A Feature-Based Approach to Assessing Advertisement Similarity Images


Authors: Schweidel, David A. [email protected]

Bradlow, Eric T. [email protected]

Williams, Patti [email protected]

Source: Journal of Marketing Research (JMR); May2006, Vol. 43 Issue 2, p237-243, 7p

This research presents a feature-based statistical model and subsequently explores the degree

to which similarity perceptions between two advertisements can be decomposed and

explained by a “weighted-and summed” distance measure, computed on the advertisements‟

executional elements, after controlling for familiarity and viewers‟ attitudinal responses

toward the advertisements. Furthermore, the authors obtain empirical findings in two major

areas: First, variation in similarity ratings can be explained by the advertisements‟ features, a

finding of potential importance for advertisement construction. Second, some, but not all,

executional elements that have been shown (in the literature) to drive recall and persuasion

are effective at driving perceptions of similarity. This is of practical importance because

managers want their advertisements not only to be liked and remembered but also (possibly)

to be perceived as similar (or dissimilar) to those for other products. In particular, an

understanding of which items drive which constructs (recall and persuasion, or similarity)

can contribute to a more effective overall marketing strategy.

Figure:1.4.1 The executional factors

1. Typical Humor

Indoor setting,

Humorous, Humorous

closing, Comedy or

satire, Creation of

mood as dominant

2. Results of Use

Results of use

Performance or

benefits as main

message

3. Beauty

Character beauty

Sexual appeal

Glamorous

4. Screen Time

Time product is on

screen

Time package is on

screen

5. Musical Flow

Happy/fun-loving

Music as major

Element,Dancing

continuing musical

6. Creative

Type of commercial

Principal creation

Animated principal

7. Surreal

Surrealistic visuals

Fantasy,

exaggeration, or

surrealism as

8. Nature

Scenic beauty

Outdoor setting


theme dominant

9.Casual

Relaxing/

comfortable

Modern/contemporary

10. Minority

Principal

11. Double-

Branded Product

12. Characteristics/

Image of Users

13. Product

Identifiability

Number of times

brand name

mentioned

14. Information

Quality information

Rational/emotional

appeal Components,

contents

15. Real People

Principal characters

are real people

16. Whimsy

Cute/adorable

Animal is principal

Setting unrelated to

product use

17. Flow

Neutral setting

Continuity of action

18. Product Use

Time until category

identified

Time until product or

package shown

Demonstration of use

19. Mood Music

Music as a major

element

Music creates mood

20. Female

Achievement

Achievement appeal

Female principal

Despite the encouraging nature of our findings, there are several limitations. First, although

the methodological contribution of our work provides a framework in which advertisement

similarity can be investigated, the generalizability of the substantive findings is limited by

both the sample of respondents and the advertisements. Although we mitigate this by using

two distinct samples of respondents, our findings may depend on the variety of the

respondents and the limited set of advertisements we studied. Second, although we collected

dissimilarity ratings in pairs, other collection tasks may yield different results. Third,

although the features that Stewart and Furse (1986) identify are comprehensive, further

refinement may be needed for the domain of similarity perceptions.


ARTICLE NO:7

TITLE:How Light TV Viewers Respond to Advertising

Authors :Peter Hammer, Trish Green and Erica Riebe, Ehrenberg-Bass Institute for

Marketing Science,University of South Australia

Source: Journal of Advertising; 1981, Vol. 10 Issue 2, p37-40, 4p

There is some suggestion that while light viewers are difficult to reach, they offer additional

benefit to advertisers. This study compared light and heavier viewers of television on

established measures of advertising memory (unprompted and prompted recall, recognition),

correct branding and their advertising viewing behaviour. The research found that light

viewers were no more likely to attentively watch advertising or remember advertising

content than heavier viewers, meaning that claims of additional benefit to advertisers are

unsubstantiated.

Light TV viewers are thought to be a highly desirable audience for marketers. Not only do

they represent a large proportion of a brand‟s customers, they are thought to be comprised of

more affluent consumers groups compared to the general population. Whilst the changing

media landscape is making them more difficult to reach, there is some suggestion that these

viewers offer additional benefit to advertisers as they are said to absorb and/or pay greater

attention to advertising.

This research used an experimental methodology to investigate the differences between light

and heavier viewers using established measures of advertising memory (unprompted and

prompted recall, recognition), correct branding and attention to advertising to ascertain

whether light TV viewers are, as suggested, more attentive and likely to remember

advertising content.

The results from this study indicate that differences between light, medium and heavy

viewers of television are small and not statistically significant in terms of advertising

memory, the ability to absorb brand information and level of attentiveness. As such, it seems

that targeting light TV viewers is of limited additional benefit to advertisers, other than the

benefit gained by simply reaching a larger number of potential customers. This does not

mean that light TV viewers are not important, as they comprise a considerable portion of any

brand‟s market. However, advertisers cannot hope for, nor should expect any increased


advertising impact within this group to compensate for a lack of opportunity to reach this

group.

ARTICLE NO:8

TITLE: The role of celebrity in endorsing poverty reduction through international aid.

Authors: Samman, Emma Mc Auliffe, Eilish MacLachlan, Malcolm [email protected]

Source: International Journal of Nonprofit & Voluntary Sector Marketing; May2009,

Vol. 14 Issue 2, p137-148, 12p

'Celebrity endorsement' is a strategy that is gathering increasing momentum in attempts to

develop public awareness of the plight of the poor. Understanding of public perceptions is

clearly important for international organizations seeking to make use of celebrity in

furthering their causes. This paper reports the results of a preliminary survey conducted

among 100 members of the Irish public to evaluate levels of awareness of celebrity

involvement in international development work and the public's opinions about such

involvement. The survey instrument was semi-structured with some open-ended questions.

The focus was on respondents' ability to identify celebrities associated with such work, and

to elicit their opinions on those celebrities' perceived aims, knowledge of international

development, and influence upon the respondent. It also requested opinions of the value of

celebrity involvement more generally. The results suggest that respondents are generally able

to distinguish between celebrities and their various causes. Most found their involvement to

be valuable in raising the profile of charities, though only a small number claimed to be

personally influenced by such activity.

The respondents were fairly cynical as to the motives of most celebrities, whose involvement

they felt served their own aims -- namely publicity, -- first and foremost. Most respondents

were more likely to be influenced by their perceptions of the character of the celebrity rather

than their causes. They respected celebrities they felt were genuinely committed to the

causes they espoused, but paradoxically, they felt such commitment was best demonstrated

by the celebrity keeping a low profile and not actively seeking publicity. Long-term

commitment to a given cause was also highly regarded. The results are discussed with regard

to theories of social persuasion and the dilemma's facing celebrities who get involve in


endorsement of charity aid or campaigns. More research is necessary to substantiate and

further develop our findings.

When program and advertising overlap–for example, when the advert features a character in

a scene similar to one in the film or TV series–the advert represents a continuation of the

film or TV series, and may evoke a more positive response due to viewers‟ familiarity with

the character and the advertising story

Several research findings on media-context effects support the hypothesis that congruency

between the program and the advertisement with respect to characteristics like mood,

feelings, involvement, humor, etc. leads to greater advertising effectiveness. A theory that is

frequently cited as a possible reason for these effects is the congruency/accessibility

hypothesis (Goldberg and Gorn 1987). A subsequent stimulus that is congruent to the media

context is easier to perceive and process.

.

ARTICLE NO:9

TITLE:The Influence of Consumer Mood State on Mental Imagery Processing of

Advertisement and Brand Evaluation.

Authers:Jun R. Myers, California State Polytechnic University, USA

Sela Sar, Iowa State University, USA

Source: Journal of Advertising

Advertising appeals that encourage imagined consumption imagery are well known to be

effective marketing communication tools to enhance brand attitudes and behavioral

intentions. However, our understanding of the effectiveness of using mental imagery of

consumption is still far from clear. This research focuses on exploring the influence of

consumers‟ mood state on the generation of consumption mental imagery and product and

brand evaluations

Recently in psychology, the influence of mood state on information processing has drawn a

lot of attention. It has been shown that mood state can significantly influence how people

process incoming and self-generated information (e.g., Forgas, 1995; Schwarz, 1990).

However, little research has investigated the influence of mood state on consumers‟ use of


mental imagery in processing marketing communication messages. Two theoretical

frameworks suggest great potential to predict how different consumer mood states can affect

the way consumers use mental imagery in processing brand information and forming brand

evaluations.

From this view, positive mood provides more resources for consumers to engage in imagery

generation, and thus facilitates the generation of mental images regarding positive

consumption experience, and reduces consumers‟ critical scrutiny and analytical examination

of the message argument.

The “hedonic contingency view” suggests that people in a negative mood state are motivated

to process information. They think that such processing can have hedonic value to their

mood state (Wegener and Petty, 1994). This view renders support for the use of positive

consumption imagery: when consumers are in a negative mood state (versus positive mood

state), they are more likely to be motivated to engage themselves in the hedonically pleasant

experience of imagining the future consumption. The motivation to change negative mood

should be higher than the motivation to keep the positive mood state.

ARTICLE NO:10

TITLE: Analysis of the Impact of Executional Factors on Advertising Performance.

Authors: Stewart, David W. Furse, David H.

Source: Journal of Advertising Research; Nov/Dec2000, Vol. 40 Issue 6, p85-88, 4p

The purpose of this study was to answer the question: "What advertising executional devices

influence the effectiveness of a television commercial?" Generally this research has arrived

at conflicting findings that have not been very useful for the typical advertising manager.

There are a number of reasons for this; all relate to particular problems with much previous

academic research. This research has often investigated small numbers of executional

factors, which occur in a small number of commercials. Typically, small convenience

samples, which are unrepresentative of typical consumers, have been employed. Frequently,

single, adhoc measures of advertising performance have been employed. Finally, much of


the research has had the individual as the unit of analysis, not the commercial. Managers

must make decisions about commercials based on the aggregate response of a target

audience. Three years ago in the spring of 1981 the author began search for a suitable copy-

testing firm that would be the author's partner in the research the author wished to carry out.

Figure: 1.4.2 Types of executional factors, formats, and devices

1 Information content

2 Brand/product identification

3 Setting

4 Visual and auditory devices

5 Promises/appeals/propositions

6 Tone/atmosphere

7 Structure and format

8 Comparisons

Figure: 1.4.2 Variables positively affecting recall

1 Brand differentiating message

2 Information on convenience-of-use

3 Visual brand sign-off

4 Setting directly related to product use

5 Memorable rhyme/mnemonic device

6 Cute/adorable tone

7 Humorous tone

8 Demonstration (product use) format

9 Fantasy/surreal format, Total time (sec.) product on screen

10 Demonstration (results) format, Length of commercial


Figure: 1.4.3 Individual items negatively related to persuasion

1 Information on components/ingredients

2 Information on nutrition/health

3 Male principal character

4 Background cast

5 Outdoor setting

6 Number of on-screen characters

7 Total propositions


CHAPTER –II

INDUSTRY PROFILE AND COMPANY

PROFILE


CHAPTER II

INDIAN TELEVISION INDUSTRY

Indian Television has reached a supreme status of credibility and entertainment. Existing

since last four decades, Indian Television is believed to be the first mammoth step in the

domain of Indian communication. For the first 17 years, the popularity of Indian television

spread haltingly and transmission was usually in black and white format. However, Indian

television has come in the forefront in the past 20 years and the journey was long yet

interesting. The Indian television industry is presently a huge industry by itself Indian

television is one of the most sought after medium for entertaining both in the urban and the

rural areas.

In this huge industry of entertainment and information, thousands of programmes are aired in

the various channels that represent almost all the states of India. Indian television, often

known as the small screen has produced numerous celebrities of their own kind some even

attaining national fame. TV soaps, serials, reality shows are extremely popular with

housewives as well as working women. Several small screen actors have made noteworthy

careers in Indian television.

Given the increasing number of media channels that consumers are exposed to, brands will

have to advertise more frequently and across more channels to generate brand recall. As

television channels have multiplied and the content available has become more diverse in the

last decade,

Figure :2.1.1

0

5000

10000

15000

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

Number of brands advertised on television


their viewership has increased, niche channels have emerged targeting specific demographic

segments and the cost of advertising on television has reduced. While the broadcasters can

dwell on this shared optimism, they must also recognise that advertising budgets are very

sensitive to economic downturns. Advertising budgets are not only easily brought down, but

the productivity of such expenses is also challenged. Companies are increasingly demanding

their advertising agencies to link their fees to performance indicators such as sales

increments. With increasing access to state-of-the-art technologies, addressability issues are

being put to test, thereby exposing the limitations of current media research findings and

measuring the true efficacy of media.

The significant growth in the entertainment industry in the last decade of the twentieth

century was largely triggered by the coming of age of television. For most of the last fifty

years, it was a monopoly of the public sector broadcaster.

However, the nineties inspired private sector enterprise across the television value chain.

Since then, the rapid growth of the television industry has made it the most significant

component, in value terms, of the entertainment sector. With increased hours of mass

entertainment programming during prime time and better coverage of popular events, it has

seen an explosive growth in consumer mindshare. Its status as the preferred mode of

entertainment of the people is obvious from the fact that it now contributes more than 60

percent of the entertainment industry's revenues.

Figure :2.1.2

37 60 65 73 90 107 136 163213 250

3539 43 45

5458

6368

7378

512 14 17

2024

3035

3943

1 2 3 4 5 6 7 8 9 10

Television revenues (INR billion)

Subscription Advertisments Others


IMPACT OF GLOBAL ECONOMIC DOWNTURN ON THE INDIAN TELEVISION

INDUSTRY:

* Overall business profitability is the most important parameter when it comes to

maintaining steady growth in advertising revenue for the broadcasters. Hence, given the

uncertainty over the extent and dimension of the current global recession and its subsequent

effect on investments and profitability in India, advertising is expected to grow at a slower

pace as compared to last year. However, the impact on the television industry has been lesser

than other media segments like print.

Figure: 2.1.3 Growth of Indian Television Industry

•• Costs are expected to head upwards as broadcasters increase spends on content and

marketing to maintain dominance. The current year is likely to be a challenging one for the

broadcasters as they adjust to deceleration in advertising revenues, tight funding environment

and rising costs of business due to growing competition.

•• The Indian television advertising market has witnessed robust double-digit growth during

2004-08. However, overall advertising and profits are expected to slow down in 2009-10

owing to the current crisis and the launch of multiple channels leading to fragmentation and

stiff competition for established players. Furthermore, the success of the IPL, T20 World

Cup as well as the General Elections have sucked out close to 20% of the advertising pie and

hence intense competition among broadcasters for the remaining pie is expected to drive

profitability drastically downwards.


•• The growth of cable and satellite households is expected to continue in India driven by

growth in DTH and voluntary cable digitalization. However, the speed at which the industry

grows is dependent on funding being available to fund start-up losses. The slowdown is

expected to hamper this growth.

•• The Indian broadcasting sector is interestingly poised – pay TV is growing, advertising

growth is slowing down, funding is hard to come by and stiff competition is leading to rising

costs and with the potential to keep viewers glued nighton- night. However, there is a silver

lining to the recession. Viewing hours tend to increase in tough times as consumers stay at

home. They may hold off on buying a new iPod or postpone a visit to the multiplex, but

when they are home they will devote more time and attention to the television and internet.

•• Few channels have resorted to job cuts but several have imposed hiring freezes.

REGIONAL TELEVISION CHANNELS EXHIBIT GROWING POTENTIAL

The size of the six major regional markets is estimated to be about a fourth of the overall TV

advertising revenues in India. The share of advertising revenue for the regional language

channels is estimated to be far less when compared to its viewership share. The key regional

entertainment markets are Tamil, Telugu, Kannada, Malayalam, Marathi and Bangla, which

are demonstrating high growth rates.

•• Several national broadcasters in India made inroads into regional markets in 2008. The

most notable move was that of Star India‟s joint venture

Figure: 2.1.4 Key Players in the Regional Television Markets

with Jupiter Entertainment for a majority interest in the regional markets of Malayalam

(Asianet and Asianet Plus), Kannada (Suvarna) and Telugu (Sitara), in addition to expanding

its presence in Tamil market through Star Vijay. Earlier, STAR had signed a JV with Balaji,


for launching a South Indian channel, but the relation soured before concrete step could be

taken in that direction. Star India also launched Star Pravah, a Marathi channel and Star

Jalsa, a Bangla channel in 2008

OUTLOOK FOR THE INDIAN TELEVISION INDUSTRY 2009-2013:

The Indian television industry is projected to grow by 11.4% over the period 2009-13 and is

projected to reach an estimated Rs. 420 billion in 2013 from the present estimate of Rs. 245

billion in 2008. No significant shift is projected within the relative shares of the television

distribution and television advertising industry over the next five years. Hence, television

distribution is projected to garner a share of 60% in 2013; on the other hand, television

advertising industry is projected to command a share of 36% in 2013 (34% in 2008). The

relative share of the television content industry is expected to remain constant at around 4%

though in respect to growth, the television content industry is expected to grow at

a CAGR of 13.8%.

Television advertising industry is expected to reach Rs. 150 billion in 2013 from the current

estimated size of Rs. 84.2 billion in 2008, which translates into a growth of 12.2% on

cumulative basis over the next five years. The television advertising industry growth is

expected to slowdown because of the economic crisis the world is going through. Inspite of

the slowdown in growth, India spurred on by domestic demand is still expected to have

among the highest growth rates in television advertising along with China.


2.2 COMPANY PROFILE

Kairali TV is a Malayalam television channel based in Trivandrum, Kerala. People TV is

another channel owned by Kairali, that caters news and current affairs round the clock. WE

TV, a channel for the youth has started transmission on April 14th of 2007.

Today millions of Malayalees reside in the Gulf countries and to all these expatriate

Malayalee families, Kairali Channel is a very dear and intimate friend, very close to their

heart, presenting to them the nostalgia and linguistic flavour of their home land with all its

artistic and cultural values honed to perfection. Currently, Padmasree Bharath Mammootty, a

leading film actor in Malayalam, holds the post of Chairman and John Brittas is the

Managing Director and editor. Other important leaders are: Prabha Varma- Director, News

and Current Affairs, Shibu Chakravarthy- Associate Director,Programmes, N. P.

Chandrasekharan- Executive Editor , Somakumar- Executive Producer and Abraham

Mathew-Chief Correspondent. Other team members are: Manoj K Varma- Dy. News Editor;

M.Rajeev- Senior Reporter, Anand Narayanan- Senior Editor, M.S.Banesh- Senior Reporter,

Jayapal- Deputy Technical Manager.

Kairali is India's truly Peoples channel with over 2,50,000 shareholders and with a unique

and dedicated viewership of millions of viewers. More than fifty percent ie over 1,25,000 of

the Kairali shareholders are NRIs spread all over the world.

Kairali has international reach spanning from Australia to Europe and is available in the

entire GCC countries including Kuwait. Kairali is also available in UAE and Qatar through

the state owned television networks like E-Vision and QCV apart from thousands of

individual home dishes. Naturally Kairali commands a high fidelity dedicated viewership

both in India and abroad.

For the first time ever, Kairali TV was the trial blazer to turn the digital -analogue fusion

technology in to mission for the masses. Employing completely digital devices to uplink, the

channel ensures pixel-perfect picture quality. But to facilitate wider reach and universal

viewership, signals are available in Digital format.

http://en.wikipedia.org/wiki/Malayalam_language

http://en.wikipedia.org/wiki/Television_station

http://en.wikipedia.org/wiki/Trivandrum

http://en.wikipedia.org/wiki/Kerala

http://en.wikipedia.org/wiki/People_TV

http://en.wikipedia.org/wiki/WE_TV



http://en.wikipedia.org/w/index.php?title=Padmasree_Bharath_Mammootty&action=edit&redlink=1

http://en.wikipedia.org/wiki/Malayalam

http://en.wikipedia.org/wiki/John_Brittas

http://en.wikipedia.org/w/index.php?title=Prabha_Varma&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Shibu_Chakravarthy&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=N._P._Chandrasekharan&action=edit&redlink=1



http://en.wikipedia.org/w/index.php?title=Somakumar&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Abraham_Mathew-&action=edit&redlink=1



http://en.wikipedia.org/w/index.php?title=Manoj_K_Varma-_Dy._News_Editor&action=edit&redlink=1


The Kairali Digital Transmission has a very wide foot print spanning from Australia to

Europe including North Africa and Gulf countries..

Kairali's State of the art Studio Complex with four shoot floors at Trivandrum is the largest

shooting facility in South India. Kairali also has on Online News Studio from where Live

News is directly uplinked. All the Kairali studios deploy top of the line digital equipment for

programme acquisition, production, post production, editing and compositing of

programmes.

Kairali has Live News Studio at Delhi, Kochi, Trissur, Palakkad, Kozhikkod and Kannur. the

uplink center is at Kochi. The News Bureaus all over Kerala is connected to the central News

Hub at Trivandrum. Similarly special Gulf bulletins and current affairs programmes are also

relayed to the Main News Centre at Trivandrum. The Hourly Bulletins are broadcast from

the LIVE News Studio.

Highly experienced and eminent professionals and experts in the fields of television and

visual media head and lead every facet of production and every stream of the channel's

operation.

KAIRALI- VISION AND MISSION:

Kairali Channel by its very style and content en-capsules the quintessence of the culture,

ethos and artistic aspirations of Malayalees. And not surprisingly, Kairali Channel has today

emerged as an information-rich and viewer favourite channel that would entertain, engross

and educate the Malayalee population all over the world. Kairalis vision is to create

programmes that meet international standards of creativity and production excellence. And

Kairalis mission is to rule the airwaves as the channel with the cutting edge viz the cutting

edge of News breaking, programming and technical perfection. Today Kairali TV has

emerged as the most preferred channel of Malayalees deeply entrenched in the minds of

Keralites the worldover.


MARKETING AND ADVERTISING

Kairali is the perfect medium for marketing and advertising .Over 10 million Malayalees in

Kerala and five million more outside the State and in the Middle East tune into the satellite

signals everyday. And with its balanced blend of infotainment Kairali is bound to cut

through the clutter and become their absolute favourite.

Figure:2.2.1 Spot selling

Bands Timing Rate per 10 seconds

Morning Band 06.00 AM to 09.00 Rs. 3,000/-

Noon Band 09.00 AM to 04.00 PM Rs. 3,000/-

Evening Band 04.00 PM to 06.00 PM Rs. 4,000/-

Prime Band 06.00 PM to 11.00 PM Rs. 8,000/-

NRK Band 11.00 PM to 03.00 AM Rs. 5,000/-

Non Prime Band 03.00 AM to 06.00 AM Rs. 2,000/-

Figure:2.1.2 Spot selling

News Band Time Check (10

Sec)

Spot Buy(10 Sec) Sponsorship

Morning News Rs. 1,500/- Rs. 3,000/- Rs. 25,000/- + 90 sec

FCT

Afternoon News Rs. 2,000/- Rs. 4,000/- Rs. 40,000/- + 110

sec FCT

Evening News Rs. 4,000/- Rs. 8,000/- Rs. 75,000/- + 110

sec FCT

Night News Rs. 4,000/- Rs. 8,000/- Rs. 75,000/- + 110

sec FCT


CHAPTER -3

Methodology


CHAPTER -3

METHODOLOGY

3.1 OBJECTIVES OF THE STUDY

To identify and analyze the factors influencing the advertising

effectiveness among various age groups.

To find out the difference in advertising effectiveness in rural and urban

areas.

3.2 HYPOTHESIS

ONE WAY ANOVA TEST:

There is no significant difference between the factors which are influencing the

advertising effectiveness among various age groups.

There is no significant difference that exists between age group and Ad

repetition/frequency.

There is no significant difference that exists between the age group and Ad

timing/Time slot.

There is no significant difference that exists between the age group and Audience

response.

There is no significant difference that exists between the age group and Ad recall

There is no significant difference that exists between the age group and Program

rating

There is no significant difference that exists between the age group and pace of the ad

There is no significant difference that exists between the age group and length of the

commercial break

There is no significant difference that exists between the age group and executional

factors


MANN-WHITNEY U-TEST:

HYPOTHESIS:

There is no significant difference between the locality of the respondent and the

advertising effectiveness.



There is no significant difference between the locality of the respondent and the ad

timing/time slot.

There is no significant difference between the locality of the respondent and the ad

recall.


Audience response and mood.


rating of the program.

There is no significant difference between the locality of the respondent and the pace

of the ad.

There is no significant difference between the locality of the respondent and length of

the commercial break


executional factors.

3.3 DATA COLLECTION

The data for the study was collected from primary and secondary sources. Primary data was

collected through structured questionnaire distributed to 150 television viewers. Convenience

sampling technique is used to collect data from the respondents. The tool used for obtaining

the primary data was questionnaire with title as “A Study on the effectiveness of advertising

through Kairali TV Channel”. It was administered to the television viewers. The major


content of questionnaire form includes age, gender, location, occupation etc. The

questionnaire is designed with the help of the factors which identified under advertising

effectiveness namely Repetition/frequency (Wen Zhou, 2004), Ad recall (Sharma et

al.,2000), Pace of the ad (Pavelchak et al., 1991), Program rating (Goldberget al.,1987),

Timing or time slot (W. Scott et al., 2005), Audience response/ mood/ attention (Gerald

J,1992), Ad executional factors(David H et al.,2000), and Length of the commercial

break (Wen Zhou, 2004).

3.4 SAMPLE SIZE

The sample size for the study is 150. It was collected with the help of questionnaire among

the channel viewers.

3.5 TOOLS OF ANALYSIS

1. Percentage Analysis is done to analyze the demographic variables and the present

satisfaction level of viewers on each factors of ad effectiveness.

2. One Way ANOVA is carried out to find the significant difference that exists between age

group and the ad effectiveness factors.

3. Mann-Whitney U-test was carried out to find the difference in advertising effectiveness in

various locations like Urban and Rural.


3.6 LIMITATIONS OF THE STUDY

Television viewing patterns vary immensely across different cross sections of the

society. Therefore my sample population would probably not contain enough variety

of the audience.

Time constrain to complete the project was also another limitation faced during the

research.

There were some qualitative questions that needed explaining hence some

respondents needed assistance thus slowing down the process of data collection.

Limited access to data available in archives.


CHAPTER-4

ANALYSIS AND INTERPRETATION


CHAPTER-4

ANALYSIS AND INTERPRETATION

This chapter includes percentage analysis, Oneway ANOVA and Mann-Whitney U-test.

Percentage analysis is used to analyze the satisfaction level of viewers where Oneway

ANOVA is performed to find the difference that exists between age groups and the ad

effectiveness factors. The Mann-Whitney U-Test reveals the significant difference that exists

between the locality of the respondent and the ad effectiveness.

4.1 PERCENTAGE ANALYSIS ANALYSIS AND ITS INTERPRETATION

4.1.1 Gender

The gender of the respondents is grouped by using percentage analysis and the results are

given below.

Figure 1 :Gender

Interpretation: From the above chart, it is evident that majority 54% of the respondents are

male and 46% represents female.

Male Female

Series1 54 46

42

44

46

48

50

52

54

56

fre

qu

en

cy

Gender of the respondents


4.1.2 Locality

The locality of the respondents is grouped by using percentage analysis and the results are

given below.

figure:2: Locality

Interpretation:

From the above chart, it is evident that majority 51.3% of the respondents are from urban

area and 48.7% of the respondents are from rural area.

Urban Rural

Series1 51.3 48.7

47

47.5

48

48.5

49

49.5

50

50.5

51

51.5

fre

qu

en

cy

Locality of the Respondent


4.1.3. Age

The age of the respondents is grouped by using percentage analysis and the results are given

below.

Figure 3 : Age

Interpretation:

From the above chart, it is evident that majority 40.7% of the respondents falls under the age

group between 15-30, followed by the age group 30-35 with 38%, 45-60 with 15.3%.The

age group above 60 is only 3.3% and 2.7% of the respondents are the age group of below 15.

Below 15 15-30 30-45 45-60 Above 60

Series1 2.7 40.7 38 15.3 3.3

0

5

10

15

20

25

30

35

40

45

fre

qu

en

cy

Age of the Respondent


4.1.4 Occupation:

The occupation of the respondents is grouped by using percentage analysis and the results

are given below.

Figure 4: Occupation

Interpretation:

From the above chart, it is evident that majority 32.7% of the respondents falls under student

category, followed by 27.3% respondents are government employees, 14% of the

respondents are in private service. 10% of the respondents are in business field.

Government

Private service

Business Student Others

Series1 27.3 14 10 32.7 16

0

5

10

15

20

25

30

35

fre

qu

en

cy

Occupation of the Respondents


4.1.5 The number and length of commercials affect the effectiveness of advertisements.

The frequencies of the number and length of commercials affect the effectiveness of

advertisements by the respondents are grouped by using percentage analysis and the results

are given below.

Figure 5 : The number and length of commercials affect the effectiveness of

advertisements.

Interpretation :

The table reveals that majority of the respondents have agreed that number and length of the

commercials affect the effectiveness of advertisements and 18 % have disagreed to this

statement.12.7% of the respondents have strongly agreed to the given statement.

Strongly Agree

Agree Neutral DisagreeStrongly Disagree

Series1 12.7 46 12.7 18 10.7

0

5

10

15

20

25

30

35

40

45

50

Fre

qu

en

cy

The number and length of commercials affect the effectiveness of advertisements


4.1.6 I will turn of my TV or switch to another channel when commercial break occur

too frequently.

The frequencies of respondents who turn of their TV or switch to another channel when

commercial break occur too frequently are grouped by using percentage analysis and the

results are given below.

Figure 6: I will turn of my TV or switch to another channel when commercial break

occur too frequently.

Interpretation:

It is clear from the table that most of the respondents have agreed that they will turn off TV

or switch to another channel when break occur too frequently and 23.3% have strongly

agreed to the statement.11.3% of the respondents have disagreed.

Strongly Agree


Series1 23.3 46 18 11.3 1.3

0

5

10

15

20

25

30

35

40

45

50

fre

qu

en

cy

I will turn of my TV or switch to another channel when break occur too frequently


4.1.7 Longer programming interval builds viewer interest and makes them more likely

to stay with the program.

The frequencies of longer programming interval builds viewer interest and makes them more

likely to stay with the program by the respondents are grouped by using percentage analysis

and the results are given below.

Figure 7: Longer programming interval builds viewer interest and makes them more

likely to stay with the program.

Interpretation:

The table shows that 34.7 % disagree to the statement that longer programming interval

builds viewer interest and makes them more likely to stay with the program and 26 % agree

to the statement.

Strongly Agree


Series1 6.7 22 26 34.7 10.7

0

5

10

15

20

25

30

35

40

fre

qu

en

cy

Longer programming interval builds viewer interest and makes them more likely to stay with the program


4.1.8 When the repetition increases, viewers produce more negative thoughts.

The frequencies of viewers produce negative thoughts, when the repetition increases by the

respondents are grouped by using percentage analysis and the results are given below.

Figure 8: When the repetition increases, viewers produce more negative thoughts.

Interpretation :

The opinion can be mainly classified into disagree (36.7%) and neutral.(22.7%) to the

statement which states that when repetition increases ,there is no negative thought for

viewers.21.3% and 17.3 have strongly agree and agreed respectively.

Strongly Agree


Series1 17.3 21.3 22.7 36.7 2

0

5

10

15

20

25

30

35

40

fre

qu

en

cy

When the repetition increases,viewers produce more negative thoughts


4.1.9 What do you think about Kairali’s any advertisement made you boring or badly

affects the progress of the program.

The frequencies of viewer‟s opinion about whether Kairali ads badly affects the progress of

the program are grouped by using percentage analysis and the results are given below.

Figure 9 :What do you think about Kairali’s any advertisement made you boring or

badly affects the progress of the program.

Interpretation:

26 % of the respondents have disagreeed that the advertisemnts of kairali are boring and it

affects the progress of the program and 25.3% have agreed to the statement.

Strongly Agree


Series1 14 25.3 24 26 10.7

0

5

10

15

20

25

30

fre

qu

en

cy

What do you think about Kairali's any advertisement made you boring or badly affects the progress of the program


4.1.10 The back-to-back insertion of two commercials, more viewers for the second

commercial rather than the first.

The frequencies of viewer‟s opinion about the back-to-back insertion of two commercials,

more viewers for the second commercial rather than the first are grouped by using

percentage analysis and the results are given below.

Figure 10: The back-to-back insertion of two commercials, more viewers for the second

commercial rather than the first.

Interpretation:

Most of the respondents have agreed that back-to-back insertion of two commercials capture

more viewers for the second commercials rather than the first and 22 % have strongly agreed

to the statement.18% of the respondents are disagreed.

Strongly Agree


Series1 22 30.7 21.3 18 8

0

5

10

15

20

25

30

35

fre

qu

en

cy

The back-to-back insertion of two commercials, more viewers for the second commercials rather than the first


4.1.11 The bad timing of the ad get punished.

The frequencies of viewer‟s opinion about the bad timing of the ad get punished are grouped

by using percentage analysis and the results are given below.

Figure 11: The bad timing of the ad get punished.

Interpretation:

Most of the respondents (33.3%) have agreed and 25.3% are having a neutral opinion to the

statement that bad timing of the ad get punished. Only a small percentage (8.7%) have

disagreed.

Strongly Agree


Series1 25.3 33.3 25.3 8.7 7.3

0

5

10

15

20

25

30

35

fre

qu

en

cy

The bad timing of the ad get punished


4.1.12 The prime time television audiences are more attentive towards the

commercials.

The frequencies of viewer‟s opinion about the prime time television audiences are more

attentive towards the commercials are grouped by using percentage analysis and the results

are given below.

Figure 12: The prime time television audiences are more attentive towards the

commercials.

Interpretation:

33.3% respondents agree and 23.3 % disagree to the statement which says that the prime

time television audiences are more attentive towards the commercials. And 20% have neutral

opinion.

Strongly Agree


Series1 21.3 33.3 20 23.3 2

0

5

10

15

20

25

30

35

fre

q

The prime time television audiences are more attentive towards the commercials.


4.1.13 Advertisers can position their specific commercials within specific program for

greater effectiveness of the commercials.

The frequencies of viewer‟s opinion about advertisers can position their specific

commercials within specific program for greater effectiveness of the commercials are

grouped by using percentage analysis and the results are given below.

Figure 13: Advertisers can position their specific commercials within specific program

for greater effectiveness of the commercials.

Interpretation:

The majority of the respondents (35.3) have agreed and 20.7% have strongly agreed that the

advertisers can position their specific commercials within specific program for greater

effectiveness of the commercials. And 17.3% of the respondents strongly disagreed with that

statement.

Strongly Agree


Series1 20.7 35.3 14.7 12 17.3

0

5

10

15

20

25

30

35

40

fre

qu

en

cy

Advertisers can position their specific commercials within specific program for greater effectiveness of the commercials


4.1.14 It is better to redistributes commercials so that late breaks become longer

while early breaks become shorter.

The frequencies of viewer‟s opinion about it is better to redistributes commercials so that

late breaks become longer while early breaks become shorter are grouped by using

percentage analysis and the results are given below

Figure 14: It is better to redistributes commercials so that late breaks become longer

while early breaks become shorter.

Interpretation:

37.3% have agreed and 18.7% have disagree to the statement which say to redistribute

commercials so that late breaks become longer while early breaks become shorter. And

17.3% of the respondents have neutral opinion with that statement.

Strongly Agree


Series1 18 37.3 17.3 18.7 8.7

0

5

10

15

20

25

30

35

40

fre

qu

en

cy

It is better to redistributes commercials so that late breaks become longer while early breaks become shorter.


4.1.15 Whether Kairali provide effective time slots for ads?

The frequencies of viewer‟s opinion about whether Kairali provide effective time slots for

ads are grouped by using percentage analysis and the results are given below.

Figure 15: Whether Kairali provide effective time slots for ads

Interpretation:

The majority of the respondents agree that Kairali provide effective time slots for ads and 26

% are having a neutral opinion. And 13.3% of the respondents have disagreed with that

statement.3.3% strongly disagreed.

Strongly Agree


Series1 9.3 48 26 13.3 3.3

0

10

20

30

40

50

60

fre

qu

en

cy

Whether Kairali provide effective time slots for ads


4.1.16 Product class has a significant effect on recognition and recall measures.

The frequencies of viewer‟s opinion about Product class has a significant effect on

recognition and recall measures are grouped by using percentage analysis and the results are

given below.

Figure 16: Product class has a significant effect on recognition and recall measures.

Interpretation:

38 % have agreed and 30 % have disagreed about the statement which states that Product

class has a significant effect on recognition and recall measures.14.7% and 9.3% have

strongly agreed ,strongly disagreed respectively.

Strongly Agree


Series1 14.7 38 8 30 9.3

0

5

10

15

20

25

30

35

40

fre

qu

en

cy

Product class has a significant effect on recognition and recall measures


4.1.17 Shorter TV commercials are recalled equally as well as longer ones.

The frequencies of viewer‟s opinion about shorter TV commercials are recalled equally as

well as longer ones are grouped by using percentage analysis and the results are given below.

Figure17: Shorter TV commercials are recalled equally as well as longer ones.

Interpretation:

The majority of the respondents have disagreed that the Shorter TV commercials are recalled

equally as well as longer ones and 25.3 have agreed. And 7.3% have strongly agreed by the

statement.

Strongly Agree


Series1 7.3 25.3 3.3 58 6

0

10

20

30

40

50

60

70

f

Shorter TV commercials are recalled equally as well as longer ones


4.1.18 The more involved the person is with the program, greater the recall for the

commercial.

The frequencies of viewer‟s opinion about the more involved the person is with the

program, greater the recall for the commercial are grouped by using percentage analysis and

the results are given below.

Figure 18: The more involved the person is with the program, greater the recall for the

commercial.

Interpretation:

Most of the respondents have disagreed(36.7) to the statement that more involved the person

with the program, greater the recall for the commercials.33.3% of the respondent have

agreed with that statement.18.7% respondents have strongly agreed

Strongly Agree


Series1 18.7 33.3 5.3 36.7 6

0

5

10

15

20

25

30

35

40

fre

q

The more involved the person is with the program,greater the recall for the commercials


4.1.19 The consumers recalled brands based on positive product experience regardless

of advertising.

The frequencies of viewer‟s opinion about the consumers recalled brands based on positive

product experience regardless of advertising are grouped by using percentage analysis and

the results are given below.

Figure 19: The consumers recalled brands based on positive product experience

regardless of advertising.

Interpretation:

44 % of the respondents have agreed that the consumers recalled brands based on positive

product experience regardless of advertising and 22.7 % have disagreed.18.7% of the

respondents strongly agreed to the statement.

Strongly Agree


Series1 18.7 44 12 22.7 2.7

0

5

10

15

20

25

30

35

40

45

50

fre

q

The consumers recalled brands based on positive product experience regardless of advertising.


4.1.20 A well defined relationship between the ad repetition and ad recall.

The frequencies of viewer‟s opinion about a well defined relationship between the ad

repetition and ad recall are grouped by using percentage analysis and the results are given

below.

Figure 20: A well defined relationship between the ad repetition and ad recall.

Interpretation:

Most of the respondents have agreed(56.7), and 20.7% have strongly agreed to the statement

that there exist a well defined relationship between the ad repetition and ad recall.7.3% of the

respondents strongly disagreed with that statement.

Strongly Agree


Series1 20.7 56.7 10 5.3 7.3

0

10

20

30

40

50

60

fre

q

A well defined relationship between the ad repetition and ad recall


4.1.21 A well defined relationship between the ad repetition and ad recall.

(In the case of informative ads).

The frequencies of respondent‟s‟s opinion about viewers cannot process more than a limited

amount of information in a short amount of time are grouped by using percentage analysis


Figure 21: A well defined relationship between the ad repetition and ad recall.

Interpretation:

Most of the respondents (32.7%) have agreed that viewers cannot process more than a

limited amount of information in a short amount of time.And 20% of the respondents have

disagreed with that statement.

Strongly Agree


Series1 32.7 32.7 9.3 20 5.3

0

5

10

15

20

25

30

35

fre

q

Viewers cannot process more than a limited amount of information in a short amount of time


4.1.22 It is more effective when the celebrity of the ad and the program celebrity

overlap.

The frequencies of viewer‟s opinion about it is more effective when the celebrity of the ad

and the program celebrity overlap are grouped by using percentage analysis and the results

are given below.

Figure 22: It is more effective when the celebrity of the ad and the program celebrity

overlap.

Interpretation:

Majority of the respondents (26.7%) have agreed that ads are more effective when the

celebrity of the ad and the program celebrity overlap and 16% strongly agreed.20.7% of the

respondents have disagreed with that statement.

Strongly Agree


Series1 16 26.7 16.7 20.7 20

0

5

10

15

20

25

30

fre

q

It is more effective when the celebrity of the ad and the program celebrity overlap.


4.1.23 Feelings, involvement, humor, etc. leads to greater advertising effectiveness

The frequencies of viewer‟s opinion about feelings, involvement, humor, etc. leads to

greater advertising effectiveness are grouped by using percentage analysis and the results are

given below.

Figure 23: Feelings, involvement, humor, etc. leads to greater advertising effectiveness

Interpretation:

The table reveals that most o the respondents strongly agree(38%) that Feelings,

involvement,humor, etc. leads to greater advertising effectiveness, 36% strongly agreed. And

8% of the respondents have disagreed and strongly disagreed to that statement.

Strongly Agree


Series1 38 36 10 8 8

0

5

10

15

20

25

30

35

40

fre

q

Feelings,involvement,humor, etc. leads to greater advertising effectiveness


4.1.24 Light TV viewers are generally more attentive during the commercial breaks

The frequencies of viewer‟s opinion about light TV viewers are generally more attentive

during the commercial breaks are grouped by using percentage analysis and the results are

given below.

Figure:24: Light TV viewers are generally more attentive during the commercial

breaks

Interpretation:

The majority of the respondents disagree(32%) to the statement that light TV viewers are

generally more attentive during the commercials breaks and 23.3% agree to the statement.

And 20.7% have neutral opinion about the statement.

Strongly Agree


Series1 14 23.3 20.7 32 10

0

5

10

15

20

25

30

35

fre

q

Light tv viewers are generally more attentive during the commercials breaks


4.1.25 Mood state can significantly influence how people process incoming and self-

generated information from commercials.

The frequencies of viewer‟s opinion about mood state can significantly influence how

people process incoming and self-generated information from commercials are grouped by

using percentage analysis and the results are given below.

Figure 25: Mood state can significantly influence how people process incoming and self-

generated information from commercials.

Interpretation:

The majority of the respondents (30.0%) agreed ,15.3% have strongly agreed that mood state

can significantly influence how people process incoming and self generated information

from commercials. And 19.3% of the respondents have disagreed with the statement.

Strongly Agree


Valid

Series1 15.3 30 22 19.3 13.3

0

5

10

15

20

25

30

35

fre

q

Mood state can significantly influence how people process incoming and self generated information from commercials.


4.1.26 The viewers’ loyalty to a program will effects the more likely to have positive

attitudes toward advertising.

The frequencies of viewer‟s opinion about the viewers‟ loyalty to a program will effects the

more likely to have positive attitudes toward advertising are grouped by using percentage analysis


Figure 26: The viewers’ loyalty to a program will effects the more likely to have positive


Interpretation:

The table shows that majority of the respondents agree(34%),19.3% hve strongly agreed that

viewers loyalty to a program will create appositive attitude towards advertising and 20%

have disagreed. And 15.3% have neutral opinion.

Strongly Agree


Series1

Series2 19.3 34 15.3 20 11.3

0

5

10

15

20

25

30

35

40

fre

q


4.1.27 Program’s past performance affects the advertisement effectiveness.

The frequencies of viewer‟s opinion about program‟s past performance affects the

advertisement effectiveness are grouped by using percentage analysis and the results are

given below.

Figure 27: Program’s past performance affects the advertisement effectiveness.

Interpretation:

The table shows that 43.3 of the respondents agree that programs past performance affect the

advertisement effectiveness and 15.3% have strongly disagreed. And 14.7% have neutral

opinion about that statement.

Strongly Agree


Series1

Series2 14 43.3 14.7 12.7 15.3

0

5

10

15

20

25

30

35

40

45

50

fre

q

Program’s past performance affects the advertisement effectiveness


4.1.28 The commercials appearing in the higher rated program were recalled better by

viewers than were commercials in lower rated program.

The frequencies of viewer‟s opinion about the commercials appearing in the higher rated

program were recalled better by viewers than were commercials in lower rated program are


Figure 28: The commercials appearing in the higher rated program were recalled better

by viewers than were commercials in lower rated program.

Interpretation:

The majority of the respondents (36.7%) have agreed that the commercials appearing in the

higher rated program were recalled better by viewers than were commercials in lower rated

program and 22 % have disagreed to the statement.

Strongly Agree


Series1

Series2 17.3 36.7 16 22 8

0

5

10

15

20

25

30

35

40

fre

q

The commercials appearing in the higher rated program were recalled better by viewers than were commercials in lower rated program.


4.1.29 The viewers’ loyalty towards Kairali TV affects the program ratings.

The frequencies of viewer‟s opinion about the loyalty towards Kairali TV affects the

program ratings are grouped by using percentage analysis and the results are given below.

Figure 29 :The viewers’ loyalty towards Kairali TV affects the program ratings

Interpretation:

The table shows that majority of the respondents agree(31.3%),18% have strngly agree that

the viewers' loyalty towards Kairali TV affects the program ratings and 22% disagree to the

statement.And 20% have neutral opinion about that statemaent.

Strongly Agree


Series1

Series2 18 31.3 20 22 8.7

0

5

10

15

20

25

30

35

fre

q

The viewers' loyalty towards Kairali TV affects the program ratings


4.1.30 The congruence between the type of a television program and an advertisement

influences the effectiveness of the commercial’s impact on memory.

The frequencies of viewer‟s opinion about the congruence between the type of a television

program and an advertisement influences the effectiveness of the commercial‟s impact on

memory are grouped by using percentage analysis and the results are given below.

Figure 30: The congruence between the type of a television program and an advertisement

influences the effectiveness of the commercial’s impact on memory.

Interpretation:

30.7% of the respondents strongly agree and 28.7% agree that the congruence between the

type of a television program and an advertisement influences the effectiveness of the

commercial's impact on memory.18.7% disagreed with that statement.

Strongly Agree


Series1

Series2 30.7 28.7 17.3 18.7 4.7

0

5

10

15

20

25

30

35

fre

q

The congruence between the type of a television program and an advertisement influences the effectiveness of the commercial's impact on

memory.


4.1.31 "Fast" ads tend to increase levels of perceived arousal, than "slow" ads.

The frequencies of viewer‟s opinion about "Fast" ads tend to increase levels of perceived

arousal, than "slow" ads are grouped by using percentage analysis and the results are given

below.

Figure 31: "Fast" ads tend to increase levels of perceived arousal, than "slow" ads.

Interpretation:

The majority of the respondents agree and 24.7% strongly agree that fast" ads tend to

increase levels of perceived arousal than "slow" ads. And 17.3% of the respondent have

disagreed with that statement.

Strongly Agree


Series1

Series2 24.7 34.7 10.7 17.3 12.7

0

5

10

15

20

25

30

35

40

fre

q

"fast" ads tend to increase levels of perceived arousal,than "slow" ads.


4.1.32 The fast ads are more informative and attractive.

The frequencies of viewer‟s opinion about the fast ads are more informative and attractive

are grouped by using percentage analysis and the results are given below.

Figure 32: The fast ads are more informative and attractive

Interpretation:

The table reveals that 25.3% of the respondents disagreed,16.7% have strongly disagreed

that the fast ads are more informative and attractive. And 17.3% of the respondents have

strongly agreed,16.7% have disagreed with that statement.

Strongly Agree


Series1

Series2 17.3 16.7 24 25.3 16.7

0

5

10

15

20

25

30

fre

q

The fast ads are more informative and attractive.


4.1. 33 The fast ads attract more youngsters and children.

The frequencies of viewer‟s opinion about fast ads attract more youngsters and children are


Figure 33: The fast ads attract more youngsters and children

Interpretation:

37.3 % of the respondents have disagreed,11.3% have strongly disagreed that the fast ads

attract more youngsters and children and 23.3 % are having neutral opinion. And 16% of the

respondents were strongly agreed to that statement.

Strongly Agree


Series1

Series2 16 12 23.3 37.3 11.3

0

5

10

15

20

25

30

35

40

fre

q

The fast ads attract more youngsters and children.


4.1.34 Longer commercials drive more viewers away from the program.

The frequencies of viewer‟s opinion about longer commercials drive more viewers away

from the program are grouped by using percentage analysis and the results are given below.

Figure 34: Longer commercials drive more viewers away from the program.

Interpretation:

The table reveals that most of the respondents agree(39.9%),14.7% have strongly agreed that

longer commercials drive more viewers away from the program and 21.3 % have disagreed.

And 16% off the respondents have neutral opinion.

Strongly Agree


Series1

Series2 14.7 39.3 16 21.3 8.7

0

5

10

15

20

25

30

35

40

45

fre

q

Longer commercials drive more viewers away from the program.


4.1.35 The length of the commercial breaks will break the program progress.

The frequencies of viewer‟s opinion about the length of the commercial breaks will break

the program progress are grouped by using percentage analysis and the results are given

below.

Figure 35: The length of the commercial breaks will break the program progress.

Interpretation:

34.7% of the respondents have agreed,12.7% have strongly agreed that the length of the

commercial breaks will break the program progress and 21.3 % have strongly disagreed.

And 18% of the respondents have disagreed with that statement.

Strongly Agree


Series1

Series2 12.7 34.7 13.3 18 21.3

0

5

10

15

20

25

30

35

40

fre

q

The length of the commercial breaks will break the program progress.


4.1.36 Many small intervals over the broadcasting period may decrease the number of

viewers of the commercials as well as the program.

The frequencies of viewer‟s opinion about many small intervals over the broadcasting

period may decrease the number of viewers of the commercials as well as the program are


Figure 36: Many small intervals over the broadcasting period may decrease the number

of viewers of the commercials as well as the program.

Interpretation:

The majority of the respondents have agreed(36.7%),12% have strongly agreed that many

small interval over the broadcasting period may decrease the number of viewers spend time

to watch it. And 22.7% of the respondents have disagreed with that statement.

Strongly Agree


Series1

Series2 12 36.7 15.3 22.7 13.3

0

5

10

15

20

25

30

35

40

fre

q

Many small interval over the broadcasting period may decrease the number of viewers spend time to watch it.


4.1.37 If the commercial break is just before the end of the program, the viewers spend

time to watch it.

The frequencies of viewer‟s opinion about if the commercial break is just before the end of

the program, the viewers spend time to watch it are grouped by using percentage analysis


Figure 37: If the commercial break is just before the end of the program, the viewers

spend time to watch it.

Interpretation:

The opinion of the respondents can be mainly classified into diasgree (34.7%) and

agree(32.7%).14.7% of the respondents strongly agreed to that statement.

Strongly Agree


Series1

Series2 14.7 32.7 13.3 34.7 4.7

0

5

10

15

20

25

30

35

40

fre

q

If the commercial break is just before the end of the program, the viewers spend time to watch it.


4.1.38 Kairali offers efficient time management for the ad placement.

The frequencies of viewer‟s opinion about Kairali offers efficient time management for the

ad placement are grouped by using percentage analysis and the results are given below.

Figure 38: Kairali offers efficient time management for the ad placement.

Interpretation:

The majority of the respondents agree(43.3%) that Kairali offers efficient time management

for the ad placement. And 27.3% of the respondents have neutral opinion about that

statement.

Strongly Agree


Series1

Series2 12.7 43.3 27.3 10.7 6

0

5

10

15

20

25

30

35

40

45

50

fre

q

Kairali offers efficient time management for the ad placement.


4.1.39 Executional factor- Screen Time (Time of product is on screen).

The frequencies of viewer‟s opinion about Screen Time are grouped by using percentage

analysis and the results are given below.

Figure 39: Executional factor- Screen Time (Time of product is on screen).

Interpretation:

42 % of the respondents agree that the executional factor like "screen time"(Time of product

is on the screen) play a major role in advertising

Strongly Agree


Series1 20 42 13.3 12.7 12

0

5

10

15

20

25

30

35

40

45

fre

q

Screen time


4.1.40 Product Identifiability (Number of times brand name mentioned).

The frequencies of viewer‟s opinion about Product Identifiability are grouped by using


Figure 40: Product Identifiability (Number of times brand name mentioned).

Interpretation:

The majority of the respondents agree and 22.7% of the respondents disagree that the

executional factor, product identifiability affects the ad effectiveness.

Strongly Agree


Series1

Series2 21.3 27.3 20 22.7 8.7

0

5

10

15

20

25

30

fre

q

The executional factor "product identifiability" (Number of times brand name mentioned) affects the ad effectiveness.


4.1. 41 Informative (contents, or ingredients, Quality of information).

The frequencies of viewer‟s opinion about Informative are grouped by using percentage

analysis and the results are given below.

Figure 41: Informative (contents, or ingredients, Quality of information).

Interpretation :

The majority of the respondents (32%) agreed that the executional factor "informative"

(contents, ingredients and quality of information) affects the ad effectiveness.

Strongly Agree


Series1

Series2 26 32 22 16 4

0

5

10

15

20

25

30

35

fre

q

The executional factor "informative" (contents, ingredients and quality of information) affects the ad effectiveness.


4.1. 42 Real People (Principal characters are real people).

The frequencies of viewer‟s opinion about Real People are grouped by using percentage

analysis and the results are given below

Figure 42: Real People (Principal characters are real people).

Interpretation:

The table reveals that 22.7% agree and 22.7% strongly disagree to the statement that the

executional factors like "real people play a major role in advertising.

Strongly Agree


Series1

Series2 16 22.7 18.7 20 22.7

0

5

10

15

20

25

fre

q

The executional factor like "real people"(principle characters are real people) play a major role in advertising.


4.1. 43 Female Achievements (Achievement appeal like FMCG).

The frequencies of viewer‟s opinion about Female Achievements are grouped by using


Figure 43: Female Achievements (Achievement appeal like FMCG).

Interpretation:

The majority of the respondents (33.3%) disagree and 28.7% agree to the statement that the

executional factor like "female achievement play a major role in advertising.

Strongly Agree


Series1

Series2 20.7 28.7 11.3 33.3 6

0

5

10

15

20

25

30

35

fre

q

The executional factor like "female achievement"(achievement appeal like FMCG) play a major role in advertising.


4.2 MEAN AND STANDARD DEVIATION

The mean value for the factors of advertising effectiveness is found and the result are

interpreted below.

Figure 4.2.1 : Mean and S.D

FACTOR MEAN STANDARD DEVIATION

Ad repetition/frequency

2.78

0.66

Ad timing/Time slot

2.56

0.51

Audience response,

Viewer's mood and

attention

2.67

0.70

Program rating

2.64

0.68

Pace of the ad

2.94

0.93

Length of the commercial

break

2.79

0.80

Executional factors

2.70

0.90

Ad recall

2.72

0.60

It is observed from table that Pace of the ad (Mean=2.94) has the highest mean which is

considered to be an important item under advertising effectiveness. Followed by Length of

the commercial break have mean 2.70. It is observed from table that ad timing (S.D=0.51)

has the lowest SD which is considered to be an important item under advertising

effectiveness. Followed by Ad recall have SD 0.60.


RELIABILITY ANALYSIS

The reliability analysis is conducted with each factors of advertising effectiveness. And to

check whether the factors are reliable or not. The factors are, repetition and frequency,

Timing or time slot,Ad recall, Audience response/ mood/ attention, length of the commercial

break, program rating, pace of the ad, ad executional factors etc. The repetition/frequency

have .52 reliability, Ad recall with reliability 0.51 both are near to 6, pace of the ad have

0.75, program rating 0.69, ad executional factors with reliability 0.78, Timing or time slot

with0.62, Audience response/ mood/ attention with reliablity value 0.72.

Figure:4.2.2 Reliability analysis

Sl.No. Factor Cronbach’s Alpha value

1 Repetition and frequency .52

2 Audience response/mood/attention .72

3 Ad recall .51

4 Program rating .69

5 Pace of the ad .75

6 Timing or time slot .62

7 Length of the commercial break .73

8 Ad executional factors .78


4.4 ONEWAY ANOVA ANALYSIS AND ITS INTERPRETATION

Oneway ANOVA analysis were carried out to find the significant difference that exist

between age group and Advertisement effectiveness factors. The analyses were done and the

results with interpretations are given below.

Advertisement effectiveness:

The Advertisement effectiveness consist of Ad repetition/frequency, Ad timing/Time slot,

Audience response, Viewer's mood and attention, Program rating, Pace of the ad, Length of

the commercial break, Executional factors and Ad recall . These factors were considered as

the dependent list and age group were considered as a factor while performing Oneway

ANOVA.

4.4.1. Ad repetition/frequency

The statements under Ad repetition/frequency was analyzed with the help of Oneway

ANOVA and the significant value is given in the below table.

Null hypothesis (H0): There is no significant difference that exists between age group and

Ad repetition/frequency.

Alternate hypothesis (H1): There is a significant difference that exists between the age

group and Ad repetition/frequency.

Figure: 4.4.1.1 Ad repetition/frequency mean

ANOVA

Mean squares F value Sig

Between groups

Within groups

Total

.261

.438

.596 .666


Interpretation:

ANOVA test was conducted and p value was observed. The result shows that p= .666 which

is greater than 0.05. Therefore null hypothesis is accepted. Hence there is no significant

difference that exists between age group and Ad repetition/frequency.

4.4.2 Ad timing/Time slot

The statements under Ad timing/Time slot was analyzed with the help of ANOVA and the

significant value is given in the below table.

Null hypothesis (H0): There is no significant difference that exists between the age group

and Ad timing/Time slot.

Alternate hypothesis (H1): There is a significant difference that exists between the age

group and Ad timing/Time slot.

Figure 4.4.2.1 Ad timing/Time slot mean

ANOVA

Mean Squares F value Sig

Between groups

Within groups

Total

.151

.266

.566 .688

Interpretation:



difference that exists between age group and Ad timing/Time slot.

4.4.3 Audience response

The statements under Audience response was analyzed with the help of ANOVA and the



Null hypothesis (H0):. There is no significant difference that exists between the age group

and Audience response.

Alternate hypothesis (H1):. There is a significant difference that exists between the age

group and Audience response.

Figure 4.4.3.1. Audience response mean

ANOVA


Between groups

Within groups

Total

.529

.428

1.805 .366

Interpretation:

ANOVA test was conducted and p value was observed. The result shows that p= 0.366

which is greater than 0.05. Therefore null hypothesis is accepted. Hence there is no

significant difference that exists between age group and Audience response.

4.4.4 Ad recall

The statements under Ad recall was analyzed with the help of ANOVA and the significant

value is given in the below table.


and Ad recall


group and Ad recall


Figure 4.4.4.1 Ad recall mean

ANOVA


Between groups

Within groups

Total

.851

.344

2.476 .047

Interpretation:


is lesser than 0.05. Therefore null hypothesis is rejected. Hence there is a significant

difference that exists between age group and Ad recall.

4.4.5 Program rating

The statements under Program rating was analyzed with the help of ANOVA and the



and Program rating


group and Program rating

Figure 4.4.5.1 Program rating

ANOVA


Between groups

Within groups

Total

1.131

.448

2.521 .044


Interpretation:



difference that exists between age group and Program rating.

4.4.6 pace of the ad

The statements under pace of the ad was analyzed with the help of ANOVA and the



and pace of the ad


group and pace of the ad

Figuer 4.4.6.1 Pace of the ad

ANOVA


Between groups

Within groups

Total

.293

.882

.332 .856

Interpretation:



difference that exists between age group and pace of the ad.

4.4.7 Length of the commercial break

The statements under length of the commercial break was analyzed with the help of ANOVA

and the significant value is given in the below table.


and length of the commercial break



group and length of the commercial break

Figure 4.4.7.1 Length of the commercial break


Between groups

Within groups

Total

1.515

.616

2.460 .048

Interpretation:



difference that exists between age group and of the length of the commercial break.

4.4.8 Executional factors

The statements under executional factors was analyzed with the help of ANOVA and the



and executional factors


group and executional factors

Figure 4.4.8.1 Executional factors

ANOVA


Between groups

Within groups

Total

.304

.817

.372 .828

Interpretation:



difference that exists between age group and executional factors.


4.5.1 Mann-Whitney U-test

MANN-WHITNEY U-TEST ANALYSIS AND ITS INTERPRETATION

Mann-Whitney U-Test analysis were carried out to find the significant difference that exist

between locality difference and Advertisement effectiveness factors. The analyses were done

and the results with interpretations are given below.

Advertisement effectiveness:

The Advertisement effectiveness consist of Ad repetition/frequency, Ad timing/Time slot,

Audience response, Viewer's mood and attention, Program rating, Pace of the ad, Length of

the commercial break, Executional factors and Ad recall . These factors were considered as

the dependent list and locality were considered as a factor while performing Mann-Whitney

U-Test.

HYPOTHESIS:

Ho :- There is no significant difference between the locality of the respondent and the


H1 :- There is a significant difference between the locality of the respondent and the


Factor No-1 : Ad Repetition and Frequency:

The statements under repetition and frequency were analysed with the help of Mann-

Whitney U-test and results are given below.


Figure 4.5.1 Mann- Whitney U Test Result- repetition and frequency




repetition/frequency

INTERPRETATION:

Mann-Whitney U-test was conducted and significant value was obtained. The results shows

that significant value is 0.447 which is greater than 0.05. Therefore H0 is accepted. Hence

there is no significant difference between the locality of the respondent and the


Factor No-2 : Ad timing/Time slot :

The statements under Ad timing/Time slot were analyzed with the help of Mann-Whitney U-

test and results are given below.

Ranks

77 78.10 6014.00

73 72.75 5311.00

150

Locality of the

RespondentUrban

Rural

Total

Repetition/frequency

mean

N Mean Rank Sum of Ranks

Test Statisticsa

2610.000

5311.000

-.761

.447

Mann-Whitney U

Wilcoxon W

Z

Asymp. Sig. (2-tailed)

Repetition/fre

quency mean

Grouping Variable: Locality of the Respondenta.


Figure 4.5.2 Mann- Whitney U Test Result- Ad timing/Time slot

Ho :- There is no significant difference between the locality of the respondent and the ad

timing/time slot.

H1 :- There is a significant difference between the locality of the respondent and the ad

timing/time slot.

INTERPRETATION:



there is no significant difference between the locality of the respondent and the ad

timing/time slot.

Factor No-3 : Ad recall :

The statements under Ad recall were analyzed with the help of Mann-Whitney U-test and

results are given below.

Ranks

77 78.01 6007.00

73 72.85 5318.00

150

Locality of the

RespondentUrban

Rural

Total

Timing/Time slot mean


Test Statisticsa

2617.000

5318.000

-.732

.464

Mann-Whitney U

Wilcoxon W

Z


Timing/Time

slot mean



Figure 4.5.3 Mann- Whitney U Test Result- Ad recall

Ho :- There is no significant difference between the locality of the respondent and the ad

recall.

H1 :- There is a significant difference between the locality of the respondent and the ad

recall

.

INTERPRETATION:


that significant value is 0.027 which is less than 0.05. Therefore H0 is rejected. Hence there

is a significant difference between the locality of the respondent and the ad recall.

Factor No-4: Audience response and mood:

The statements under Audience response and mood were analyzed with the help of Mann-


Ranks

77 83.02 6392.50

73 67.57 4932.50

150

Locality of the

RespondentUrban

Rural

Total

Ad recall mean


Test Statisticsa

2231.500

4932.500

-2.205

.027

Mann-Whitney U

Wilcoxon W

Z


Ad recall

mean



Figure 4.5.4 Mann- Whitney U Test Result- Audience response and mood


Audience response and mood.


Audience response and mood

INTERPRETATION:



is a significant difference between the locality of the respondent and the Audience response

and mood.

Factor No-5: Program rating :

The statements under Program rating were analyzed with the help of Mann-Whitney U-test

and results are given below.

Ranks

77 66.79 5142.50

73 84.69 6182.50

150

Locality of the

RespondentUrban

Rural

Total

Audience

response,Viewer's mood

and attention mean


Test Statisticsa

2139.500

5142.500

-2.550

.011

Mann-Whitney U

Wilcoxon W

Z


Audience

response,Vi

ewer's mood

and attention

mean



Figure 4.5.5 Mann- Whitney U Test Result- Program rating

Ho :- There is no significant difference between the locality of the respondent and the rating

of the program.

H1 :- There is a significant difference between the locality of the respondent and the rating

of the Program.

INTERPRETATION:



is a significant difference between the locality of the respondent and the rating of the

program.

Factor No-6 : Pace of the ad:

The statements under pace of the ad were analyzed with the help of Mann-Whitney U-test

and results are given below.

Ranks

77 68.12 5245.00

73 83.29 6080.00

150

Locality of the

RespondentUrban

Rural

Total

Program rating mean


Test Statisticsa

2242.000

5245.000

-2.148

.032

Mann-Whitney U

Wilcoxon W

Z


Program

rating mean



Figure 4.5.6 Mann- Whitney U Test Result- pace of the ad

Ho :- There is no significant difference between the locality of the respondent and the pace

of the ad.

H1 :- There is a significant difference between the locality of the respondent and the pace of

the ad.

INTERPRETATION:



there is no significant difference between the locality of the respondent and the pace of the

ad.

Factor No-7 :Length of the commercial break :

The statements under length of the commercial break were analyzed with the help of Mann-


Ranks

77 70.78 5450.00

73 80.48 5875.00

150

Locality of the

RespondentUrban

Rural

Total

Pace of the ad mean


Test Statisticsa

2447.000

5450.000

-1.380

.168

Mann-Whitney U

Wilcoxon W

Z


Pace of the

ad mean



Figure 4.5.7 Mann- Whitney U Test Result- length of the commercial break

Ho :- There is no significant difference between the locality of the respondent and length of

the commercial break .

H1 :- There is a significant difference between the locality of the respondent and the length

of the commercial break.

INTERPRETATION:



there is no significant difference between the locality of the respondent and the length of the

commercial break.

Factor No:8 –Executional factors/ad format:

The statements under executional factors were analyzed with the help of Mann-Whitney

Utest and results are given below.

Ranks

77 78.07 6011.50

73 72.79 5313.50

150

Locality of the

RespondentUrban

Rural

Total

Length of the

commercial break mean


Test Statisticsa

2612.500

5313.500

-.747

.455

Mann-Whitney U

Wilcoxon W

Z


Length of the

commercial

break mean



Figure 4.5.8 Mann- Whitney U Test Result- executional factors





INTERPRETATION:


that significant value is 0.42 which is greater than 0.05.Therefore H0 is accepted. Hence

there is no significant difference between the locality of the respondent and the executional

factors of the ad.

Ranks

77 72.76 5602.50

73 78.39 5722.50

150

Locality of the

RespondentUrban

Rural

Total

Executional factors mean


Test Statisticsa

2599.500

5602.500

-.798

.425

Mann-Whitney U

Wilcoxon W

Z


Executional

factors mean



CHAPTER V

Findings, Suggestions & Conclusion


CHAPTER V

FINDINGS

With the help of ANOVA tests ,it is found that some of the factors like Ad recall,

program rating, and length of the commercial break has a well defined relationship

with the advertising effectiveness in different age group. And also found that the

factors repetition, ad timing, audience response and mood, pace of the ad,

executional factors have no direct relationship with the effectiveness.

With the help of Mann-Whitney U-test, it is clear that the factors like Ad recall,

Audience response/mood, and rating of the program have directly affects the

effectiveness of Tv advertisements.

With the help of the study, it is found that the number and length of commercials

affect the effectiveness of advertisements. Some of the ads shown in periodically,

those ads create an attraction towards it.

Television viewers are more likely to switch channels or avoid ads during

commercial breaks placed at the beginning or the end of a program than in the

middle. This is because viewers can predict more effectively when a program will

begin or end and thus when to switch channels to avoid commercials or when to

come back from channel surfing not to miss any part of the program.

The study reveals that, the viewers turn of their TV or switch to another channel

when break occur too frequently,so they suggest ,it is better to redistributes

commercials so that late breaks become longer while early breaks become shorter.

The bad timing of the ads get punished. So that advertisers should position their

specific commercials within specific program for greater effectiveness of the

commercials. The congruence between the type of a television program and an

advertisement influences the effectiveness of the commercial's impact on memory.

The viewers cannot process more than a limited amount of information in a short

amount of time.

It is more effective when the celebrity of the ad and the program celebrity overlap.


The "fast" ads tend to increase levels of perceived arousal, than "slow" ads. The fast

ads are attracts more viewers than slow ads. And the executional factor like screen

time, product identifiability ,informative are play a major role in advertising.

SUGGESTIONS

Television has always been a very powerful medium of communication and it stands till

today in spite of challenges from the internet. But because of the multi-utility of the internet

people are spending more and more time on the internet and moving away from the

television. Therefore according to me the faster IPtv technology is made available in large

scale the better it is for survival of television advertising.

The ad should be simple and less informative. Hence that the viewers cannot process a large

amount of information in a short time.Otherwise the audience would not consider these types

of ads.

The ads should be placed while the length of the end commercials should be more and

beginning ads should be less.Otherwise it would be badly affects the program.

Integration of cellular service with television programming would help to maintain touch

with audience and help in personalised brand communication. E.g.: sending reminders of

programs via SMS.

Use of long tail theory of advertising by targeting more than just one market segment can be

done. This can be done by differently positioned advertisements of same product according

to genre of program being advertised in. The number of ad repeats must be cut down to

channel that saved money into the extra variety of commercials being made.

Great care should be taken to make sure that the in-content advertising stays within un-

irritable limits. Some channels have started overdoing the "L-bands" so much so that the

broadcasted content gets hidden sometimes. This would turn away audiences.


According to me there is tremendous scope of having a news website of star news. The

content of the webpage would already be there with star news it only needs to be converted

into html for the internet. So no additional spend required for the web page. Secondly if it

can follow Google‟s model of sponsored links then that would open a completely new

avenue for advertising revenue to flow in. Very topical and related ads can be provided with

the news search that one does on the page. This would help the advertiser address his target

market directly without having to mass-broadcast his advertisement. The advertisers might

even be ready to pay premium rates for such precise advertising. For example: if someone

searches for the news of petrol price hike then the sponsored links could be advertisements

of CNG kit suppliers.

The ads should be placed in between the program more carefully, it should not create any

interruption for progress of the program. So that carefully arrange the length of the break,

number of the ads in one break, and avoid more repetition of the ads in one interval.


CONCLUSION

The present study empirically examines advertising efficiency, an issue critical to advertising

media planning practices. Specifically, this study makes some contribution to the literature

on television viewing in general and advertising exposure/delivery in particular, by

quantifying the size of the gap between program and ad deliveries and offering an approach

to sizing efficiency of television advertising.

The TV advertisement is generally considered the most effective mass-market advertising

format, and this is reflected by the high prices TV networks charge for commercial airtime

during popular TV events. In general, advertisers covet the 18-49 age demographic; older

viewers are of almost no interest to most advertisers. The number of viewers within the

target demographic is more important to ad revenues than total viewers. Also TV advertisers

may also target certain audiences of the population such as certain races, income level, and

gender. In recent years, shows that tend to target young women tend to be more profitable for

advertisements than shows targeted to younger men, this is due to the fact that younger men

are watching TV less than their female counterparts. Entire industries exist that focus solely

on the task of keeping the viewing audience interested enough to sit through advertisements.

With the help of this study, it is found certain important factors which have direct influence

in advertising effectiveness. The proper utilization of these factors TV advertisements can be

made more effective.


BIBLIOGRAPHY

Philip Kotler, “MARKETING MANAGEMENT”, published by Prentice-Hall of

India Private Ltd , 2003, 11th

Edition.

C.R Kothari,” RESEARCH METHODOLOGY-METHODS AND TECHNIQES”,

published by Wishwa Prakashan Private Ltd, 2002, 2nd Edition.

JOURNALS

Wen Zhou ([email protected])( Sep2004), The Choice of Commercial Breaks in

Television Programs: The Number, Length and Timing,Journal of Industrial

Economics;, Vol. 52 Issue 3, p315-326, 12p.

Sharma, Andrew(Oct2000), Recall of Television Commercials as a Function of

Viewing Context: The Impact of Program-Commercial Congruity on Commercial

Messages, Journal of General Psychology;, Vol. 127 Issue 4, p383, 14p

Goldberg,Marvin E.Gorn, Gerald J.( Dec87) , Happy and Sad TV Programs: How

They Affect Reactions to Commercials, Journal of Consumer Research, Vol. 14 Issue

3, p387-403, 17p

Pavelchak, Mark A,Gardner, Meryl P,Broach, V. Carter (1991)

, Effects of Ad Pacing

and Optimal Level of Arousal On Attitude Toward the Ad., Advances in Consumer

Research;, Vol. 18 Issue 1, p94-99, 6p, 1 chart

Peter Hammer, Trish Green and Erica Riebe, Ehrenberg(1981)-Bass Institute for

Marketing Science,University of South Australia , How Light TV Viewers Respond

to Advertising, Journal of Advertising, Vol. 10 Issue 2, p37-40, 4p

Samman, Emma Mc Auliffe, Eilish MacLachlan, Malcolm mlachlan@tcd.(

May2009) The role of celebrity in endorsing poverty reduction through international

aid., International Journal of Nonprofit & Voluntary Sector Marketing, Vol. 14 Issue

2, p137-148, 12p

Jun R. Myers, California State Polytechnic University, USA,Sela Sar, Iowa State

University, Ad evaluation ,Journal of Advertising


Krugman, D. M., Cameron, G, T., & White, C. M. (1995). Visual attention to

programming and commercials: The use of in-home observations. Journal of

Advertising Spring, 24, 1-12.

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Compared commercials put before a program with after. Korean Journal of

Advertising, 10, 7-34.

WEBSITES

http://www.ebscohost.com

http://www.trai.gov.in

http://www.articlesbase.com

http://www.kairalitv.com


QUESTIONNAIRE

I am RAJEEV JOSEPH student of Karunya School of Management, Coimbatore doing

a project on “A study on the effectiveness of advertising through Kairali Tv channel”

and this questionnaire is a part of the project and the information collected through this

questionnaire would be used only for academic purposes and strictly confidential.

PERSONNAL INFORMATION

1. Name:

2. Gender:

(a) Male (a) Female

3. Locality:

(a) Urban (b) Rural

4. Age:

(a) Below 15 (b) 15-30

(c) 30-45 (d) 45-60

(e) Above 60

5. Occupation:

(a) Government (b) Private Service

(c) Business (d) Student

(e) Others


Q.No:1

Factor No:1 - Repetition / Frequency

Sl.

No

STATEMENTS Strongly

Agree

Agree Neutral Disagree Strongly

Disagree

1.1 The number and length of

commercials affect the effectiveness

of advertisements.

1.2 I will turn of my TV or switch to

another channel when commercial

break occur too frequently.

1.3 Longer programming interval builds

viewer interest and makes them more

likely to stay with the program (it

will provide high rating).

1.4 When the repetition increases,

viewers produce more negative

thoughts.

1.5 What do you think about Kairali‟s

any advertisement made you boring

or badly affects the progress of the

program?

Q.No:2

Factor No:2 - Timing(prime time) / Time slot

Sl.

No.

STATEMENTS Stron

gly

Agree

Agree Neut

ral

Disa

gree

Strong

ly

Disagr

ee

2.1 The back-to-back insertion of two commercials,

more viewers for the second commercial rather

than the first.

2.2 The bad timing of the ad get punished (which

will not be persuade the mind of the viewers).

2.3 The prime time television audiences are more

attentive towards the commercials.

2.4 Advertisers can position their specific

commercials within specific program for

greater effectiveness of the commercials.

2.5 It is better to redistributes commercials so that

late breaks become longer while early breaks

become shorter.

2.6 Whether Kairali provide effective time slots for

ads?


Q.No:3

Factor No:3 - Ad recall

Sl.

No.

STATEMENTS Strongly

Agree Agree Neutral Disagree Strongly

Disagree

3.1 Product class has a significant effect

on recognition and recall measures.

3.2 Shorter TV commercials are recalled

equally as well as longer ones.

3.3 The more involved the person is with

the program, greater the recall for the

commercial.

3.4 The consumers recalled brands based

on positive product experience

regardless of advertising.

3.5 A well defined relationship between

the ad repetition and ad recall.

Q.No:4

Factor No:4 - Audience response ,Viewer’s mood and involvement

Sl.

No.

STATEMENTS Strongly


Disagree

4.1 Viewers cannot process more than a

limited amount of information in a

short amount of time. (In the case of

informative ads).

4.2 It is more effective when the celebrity

of the ad and the program celebrity

overlap.

4.3 Feelings, involvement, humor, etc.

leads to greater advertising

effectiveness

4.4 Light TV viewers are generally more

attentive during the commercial breaks

(Light media users are those who

consumed 15 hours per week).

4.5 Mood state can significantly influence

how people process incoming and

self-generated information from

commercials.


Q.No:5

Factor No:5 -Program Rating

Sl.

No.

STATEMENTS Strongly


Disagree

5.1 The viewers‟ loyalty to a program will

effects the more likely to have positive


5.2 Program‟s past performance affects

the advertisement effectiveness.

5.3 The commercials appearing in the

higher rated program were recalled

better by viewers than were

commercials in lower rated program..

5.4 The viewers‟ loyalty towards Kairali

TV affects the program ratings.

5.5 The congruence between the type of a

television program and an

advertisement influences the

effectiveness of the commercial‟s

impact on memory.

Q.No:6

Factor No:6 - Pace of the ad (slow/fast)

Sl.

No.

STATEMENTS Strongly


Disagree

6.1 "Fast" ads tend to increase levels of

perceived arousal, than "slow" ads.

6.2 The fast ads are more informative and

attractive.

6.3 The fast ads attract more youngsters

and children.


Q.No:7

Factor No:7 - Length of commercial breaks

Sl.

No.

STATEMENTS Strongly


Disagree

7.1 Longer commercials drive more

viewers away from the program.

7.2 The length of the commercial breaks

will break the program progress.

7.3 Many small intervals over the

broadcasting period may decrease the

number of viewers of the commercials

as well as the program.

7.4 If the commercial break is just before

the end of the program, the viewers

spend time to watch it.

7.5 Kairali offers efficient time

management for the ad placement.

Q.No:8

Factor No:8 - Executional factors, ad format

Sl. No The following executional factors

play a major role in advertising.

Strongly


Disagree

8.1 Screen Time (Time of product is on

screen).

8.2 Product Identifiability (Number of

times brand name mentioned).

8.3 Informative (contents, or ingredients,

Quality of information).

8.4 Real People (Principal characters are

real people).

8.5 Female Achievements (Achievement

appeal like FMCG).

Q.No:9

ANY SUGGESTIONS:

.........................................................................................................................................

a study on the effectiveness of advertising through kairali tv channel

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