consumer attitude and behaviour towards cause related advertisements

A

Project Report

On

“Consumer Attitude & Behaviour Towards Social

Cause Related Advertisements”

In partial fulfilment of the requirement of

Master of Management Studies (MMS)

Conducted by

Rizvi Management Institutes

Under the Guidance of

DR. KALIM KHAN

Submitted by:

NAWAF ABDUL GAFOOR GHANSAR

MMS (MARKETING)

2009-11

ACKNOWLEDGEMENT

I wish to express my sincere gratitude to all the people who have helped me and supported

me during the duration of my project. First of all I would like to thank God who made

everything possible. I am eternally grateful to my guide and mentor Dr. Kalim Khan,

Director, Rizvi Institute of Management Studies & Research for providing me the

opportunity to do my project work and also providing me the facilities of the entire institution

for completing my project. His timely advice right from the conceptualization of the project

to its submission has made it possible for me to submit my project report.

I also wish to thank Prof. Mohd. Osaid Koti, Rehan Faquih, Raees Basri, Giselle Martin and

all the respondents who filled my questionnaire for this report, for their invaluable

suggestions, time and effort during the course of the project.

It will not be fair if I do not thank my parents who have given me undivided support and

encouragement for completing this project. The support staff at the institute has also been

very willing to help me complete my project and I thank them for their help. Lastly, I would

also like to thank my friends and fellow batch mates who motivated me to keep going and

finish the project.

Nawaf Abdul Gafoor Ghansar

Roll No. 70, MMS Marketing

DECLARATION

I declare that the project titled “Consumer Attitude & Behaviour Towards Social Cause

Related Advertisements” is a record of the research carried out by me in my fourth semester

for the academic year 2009-2011 under the guidance of my mentor Dr. Kalim Khan,

Director, Rizvi Institute of Management Studies & Research.

I also declare that the project is a result of my effort and hard work and the guidance of my

mentor and has not been submitted anywhere else for a degree of any other university. All the

information, analysis and details hold true to the best of my knowledge.

__________________________

Nawaf Abdul Gafoor Ghansar

CERTIFICATE

This is to certify that Nawaf Abdul Gafoor Ghansar, a student of Masters of Management

Studies (MMS), Roll No. 71, specializing in Marketing has successfully completed the

project titled

“Consumer Attitude & Behaviour Towards Social Cause Related Advertisements”

under the guidance of Dr. Kalim Khan, Director – Rizvi Institute of Management Studies &

Research in partial fulfilment of the requirement of Masters of Management Studies (MMS)

by Rizvi Institute of Management Studies & Research, for the academic year 2009-11.

__________________________

Dr. Kalim Khan

EXECUTIVE SUMMARY

The research was started with the objective of studying the ―Consumer Attitude & Behaviour

towards Social Cause Related advertisements‖. Many companies are associating themselves

with social causes and are aligning their communication objectives based on the cause they

associate with. This is having an advantage of improving the brand image of the brand and

also in recall of the brand.

My research in this topic started with understanding the need of the study and the framing of

the objectives for the research. Research was done to analyze the consumer attitude towards

social cause related advertisements with respect to the age group, income group and gender.

This was done through means of a structured questionnaire among a considerable sample.

Limitation to the study was the fact that the sample was interviewed within various areas of

Mumbai city. Thus the results of the study cannot be applied to other parts of the country.

The recent economic downturn has proved that in today‘s competitive marke t it is becoming

increasingly difficult to survive. There exists a huge clutter in the mind of the consumer and

brands are trying to fight for every inch of space. Brands are trying various methods so as to

make the consumer remember the brand. Differentiation based on product quality and

benefits is no longer effective as most of the offerings are identical thanks to the access to

technology. Moreover, consumers are more educated now and concerned about not only

themselves but also the society they live in. As a result of these developments, Cause

branding has emerged as an effective alternative to differentiate one‘s offering from that of

the competitor‘s and at the same time building an emotional chord with the consumers by

aligning business with social commitments. This way the brand gets a more softer and

positive image and gives space in the minds of the consumer. It also helps in increasing the

morale of the employees and increase sales of the company. Another major reason is to create

a strong bond with the customer. Brand loyalty has decreased over the years and one way to

make sure that customer stays with the brand is to associate with a social cause. The cause

may be affecting many people across the country and associating the brand to overcome the

problem will strengthen the ties the customer has with the brand. Another added advantage

would be the possibility of consumers to become potential customers.

Chapter 1 - Introduction to Advertising ..................................................................................... 1

1.1 Definition of Advertising ................................................................................................. 2

1.2 Features of Advertising .................................................................................................... 3

1.2.1 Advertising provides information .............................................................................. 3

1.2.2 Paid form of communication ..................................................................................... 4

1.2.3 Non-personal presentation ......................................................................................... 4

1.2.4 Provide Publicity to goods, services and ideas .......................................................... 4

1.2.5 Persuasion .................................................................................................................. 4

1.2.6 Target oriented ........................................................................................................... 5

1.2.7 An Art, Science and Profession ................................................................................. 5

1.2.8 Important element in marketing mix ......................................................................... 5

1.2.9 Creativity - the essence of advertising ....................................................................... 6

1.3 Benefits of Advertising .................................................................................................... 7

1.4 Origin & Background of Advertising............................................................................. 10

Chapter 2: Mediums of Advertisement .................................................................................... 12

2.1 Television as a medium of advertisements .................................................................... 13

2.2 Radio as a medium of advertisements............................................................................ 15

2.3 Print as a medium of advertisements.............................................................................. 16

2.4 Digital as a medium of advertisements .......................................................................... 18

Chapter – 3: Social Causes in India ......................................................................................... 19

3.1 Introduction to social causes in India ............................................................................. 19

3.2 Corporate involvement ................................................................................................... 21

3.3 CSR: The Indian Reality ................................................................................................ 24

Chapter 4 – Introduction to Social Advertisements ................................................................. 30

4.1 Cause related advertisements ......................................................................................... 30

4.2 Why Cause Marketing.................................................................................................... 34

4.3 Causes Advertised .......................................................................................................... 38

4.3.1 P&G‘s Shiksha Campaign ....................................................................................... 38

4.3.2 Tata Tea‘s Jaago re campaign.................................................................................. 39

Chapter 5 Consumer attitude towards social advertisements .................................................. 43

5.1 Introduction to consumer attitude towards social advertisements ................................. 43

5.2 Support for cause-related marketing as pro social behaviour ........................................ 45

5.2.1 Psychographic factors .............................................................................................. 45

5.2.2 Locus of control ....................................................................................................... 46

5.2.3 Self-confidence ........................................................................................................ 47

5.2.4 Public self-consciousness ........................................................................................ 47

5.2.5 Interpersonal trust .................................................................................................... 48

5.2.6 Advertising scepticism............................................................................................. 48

5.2.7 Personal and social responsibility............................................................................ 49

5.2.8 Religiosity ................................................................................................................ 49

5.2.9 Social networks........................................................................................................ 49

Chapter 6 – Research Methodology......................................................................................... 51

Chapter 7 – Data Analysis and Interpretation .......................................................................... 53

7.1 Data Analysis ................................................................................................................. 53

7.1.1 Respondent Profile................................................................................................... 53

7.1.2 Descriptive Analysis ................................................................................................ 56

7.2 Data Interpretation.......................................................................................................... 78

7.2.1 Cross-Tabs ............................................................................................................... 78

7.2.2 Anova..................................................................................................................... 108

7.2.3 Factor Analysis ...................................................................................................... 112

Chapter 8 Suggestions and Recommendations ...................................................................... 114

8.1 Summary of the Analysis ............................................................................................. 114

8.2 Recommendations ........................................................................................................ 119

Chapter 9 Conclusion............................................................................................................. 121

Annexure I.............................................................................................................................. 122

List of Tables...................................................................................................................... 122

List of Figures .................................................................................................................... 123

Questionnaire ......................................................................................................................... 124

Bibliography........................................................................................................................... 134

1

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

Chapter 1 - Introduction to Advertising

Advertising is the means of informing as well as influencing the general public to buy

products or services through visual or oral messages. A product or service is advertised to

create awareness in the minds of potential buyers. Advertising facilitates large scale

marketing. It is a medium of mass communication. Manufacturers supply information about

new products through advertising. The fact that companies spend crores of rupees on

advertising through TV, radio and newspapers indicates its benefits in sales promotion.

Advertising is within the scope of promotion which is one element in the marketing mix. It is

getting popularity in the present highly competitive and consumer oriented marketing. All

products old and new, consumer and durable, cheap and costly need extensive advertising for

sales promotion and consumer support. New communication techniques are now used for

making advertising attractive and agreeable. The basic purpose of advertising is to give

information, to attract attention, to create awareness and finally to influence the buying

behaviour of consumers. Advertising is certainly needed in marketing but is equally

important and essential in social, cultural and political aspects of our life.

The term 'Advertising' originates from the Latin word 'advertere' which means "to turn the

mind towards". The dictionary meaning of the term advertising is "to give public notice or to

announce publicity". This suggests that advertising acts as a marketing vehicle and is useful

for drawing the attention of people (prospects) towards a specific product/ service/

manufacturer. Advertisers include not only business firms but also museums, charitable

organizations, and government agencies that direct messages to target publics. Ads are a cost

effective way to disseminate messages, whether to build brand preference for Coca-Cola or to

educate people to avoid hard drugs.

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Organizations handle their advertising in different ways. In small companies, advertising is

handled by someone in the sales or marketing department, who works with an advertising

agency. A large company will often set up its own advertising department, whose manager

reports to the vice president of marketing. The advertising department‘s job is to propose a

budget; develop advertising strategy; approve ads and campaigns; and handle direct-mail

advertising, dealer displays, and other forms of advertising. Most companies use an outside

agency to help create advertising campaigns and to select and purchase media.

In developing a program, marketing managers must always start by identifying the target

market and buyer motives. Then they can make the five major decisions in developing an

advertising program, known as the five Ms: Mission: What are the advertising objectives?

Money: How much can be spent? Message: What message should be sent? Media: What

media should be used? Measurement: How should the results be evaluated?

1.1 Definition of Advertising

Advertising is defined differently by different authorities and the institutions dealing with the

subject of advertising. The Institute of Practitioners in Advertising (IPA), the body which

represents advertising agencies, defines advertising as: "The means of providing the most

persuasive possible selling message to the right prospects at the lowest possible cost". Kotler

and Armstrong provide an alternative definition:"Advertising is any paid form of non-

personal presentation and promotion of ideas, goods and services through mass media such as

newspapers, magazines, television or radio by an identified sponsor". The American

Marketing Association defines advertising as "any paid form of non-personal presentation

and promotion of ideas, goods or services by an identified sponsor." The key elements in the

above definition are:

3


Any form

Advertising can take any of the following forms of presentation. It could be a sign, symbol,

illustration, verbal message, etc. advertising can be in any form that best conveys the

message.

Non-personal

This phrase distinguishes advertising from personal selling; as advertising is an indirect form

of conveying messages.

Goods, services or ideas

Advertising promotes goods, services and ideas. It also promotes persons and parties, places

and events as well as institutions.

For Action

This phrase denotes the action-oriented nature of advertising.

Paid for

Advertising is always paid for. It is not free. So it is distinguished from free publicity.

By an Identified Sponsor

People or groups who do not identify themselves do a lot of publicity and propaganda. In

such cases a kind of manipulative or malicious intent is associated.

1.2 Features of Advertising

1.2.1 Advertising provides information

The basic purpose of advertising is to provide information about products/services to

prospective buyers. The details of products such as features, uses, prices, benefits,

manufacturer's name, and instructions to be followed while using the product are given in the

advertisements. The advertising message and brand name are also given. The information

4


supplied gives education and guidance to consumers and facilitates correct selection of goods

by them.

1.2.2 Paid form of communication

The advertiser has to pay to the media for giving publicity to his advertising message. He

pays for the advertisement and naturally he decides the size, slogan, etc. given in the

advertisement. Advertising is a form of paid communication.

1.2.3 Non-personal presentation

Advertising is non-personal in character as against salesmanship which is personal (face to

face communication) in character. In advertising, the message is given to all and not to one

specific individual. This rule is applicable to all advertising media includ ing press. However

even in advertising target consumers or target market can be selected for making an

advertising appeal.

1.2.4 Provide Publicity to goods, services and ideas

Advertising is for giving information to consumers. This information is always related to the

features and benefits of goods and services of different types. Advertising gives new ideas to

consumers as its contents are meaningful. The aim is to make the ideas popular and thereby

to promote sales. For example, advertising on family p lanning, family welfare, and life

insurance is useful for placing new ideas before the people.

1.2.5 Persuasion

Advertising aims at persuasion of potential customers. Advertising attracts attention towards

a product, creates desire to have the same and finally induces consumers to visit the market

5


and purchase the same. Advertising has psychological impact on consumers. It influences the

buying decisions of consumers.

1.2.6 Target oriented

It is possible to make intensive advertising by selecting a specific market or specific segment

of consumers (e.g. children, housewives, etc.) for the purpose of advertising. This selection of

a specific market is called target market. Advertising becomes effective and result oriented

when it is target oriented. The waste in advertising can be minimized through such target

oriented advertising.

1.2.7 An Art, Science and Profession

It is now universally accepted that advertising is an art, science and a profession. It is an art

as it needs creativity for raising its effectiveness. Advertising is a science as it has its

principles and rules. Advertising is now treated as a profession with its professional bodies

and code of conduct for members. Advertising agencies and space brokers function as

professionals in the field of advertising.

1.2.8 Important element in marketing mix

Advertising is an important element in marketing mix. It supports the sales promotion efforts

of the manufacturer and makes positive contribution in sales promotion provided other

elements in the marketing mix are reasonably favourable. This is natural as advertising alone

is not adequate for promoting sales. Many companies now spend huge funds on advertising

and public relations

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1.2.9 Creativity - the essence of advertising

Advertising is a method of presenting a product in an artistic, attractive and agreeable

manner. This is possible through the element of creativity which is the essence of advertising.

Creativity can be introduced by creative people (professionals) in the field of advertising.

They introduce new techniques for introducing creativity. Without creativity, advertising will

be like a body without a soul.

7


1.3 Benefits of Advertising

The benefits derived from advertising are manifold. It is one of the most important

components of the marketing process. This is beneficial to manufactures, traders, consumers

and society as a whole. Advertising offers the following main benefits -

1. Introduces a new product in the Market:-

Advertising plays significant role in the introduction of a new product in the market. It

stimulates the people to purchase the product.

2. Expansion of the Market:-

It enables the manufacturer to expand his market. It helps in exploring new markets for the

product and retaining the existing markets. It plays a sheet anchor role in widening the

marketing for the manufacture's products even by converting the customers living at the far

flung and remote areas.

3. Increased Sales:-

Advertisement facilitates mass production to goods and increases the volume of sales. In

other words, sales can be increased with additional expenditure on advertising with every

increase in sale, selling expenses will decreases.

4. Fights Competition:-

Advertising is greatly helpful in meeting the forces of competition prevalent in the market.

Continuous advertising is very essential in order to save the product from the clutches of the

competition.

8


5. Enhances Goodwill:-

Advertising is instrumental in increasing goodwill of the concern. It introduces the

manufacture and his product to the people. Repeated advertising and better quality of

products brings more reputation for the manufacturer and enhances goodwill for the concern.

6. Educates the Consumers:-

Advertising is educational and dynamic in nature. It familiarizes the customers with the new

products and their diverse uses and also educates them about the new uses of existing

products.

7. Elimination of Middlemen:-

It aims at establishing a direct link between the manufacturer and the consumer, thereby

eliminating the marketing intermediaries. This increases the profits of the manufacturer and

the consumer gets the products at lower prices.

8. Better Quality Products:-

Different goods are advertised under different brand names. A branded product assures a

standard quality to the consumers. The manufacturer provides quality goods to the consumers

and tries to win their confidence in his products.

9. Support the Salesmanship:-

Advertising greatly facilitates the work of a salesman. The customers are already familiar

with the product which the salesman sells. The selling efforts of a salesman are greatly

supplemented by advertising.

9


10. More Employment Opportunities:-

Advertising provides and create more employment opportunities for many talented people

like painters, photographers, singers, cartoonists, musicians, models and people working in

different advertising agencies.

11. Higher Standard of Living:-

The experience of the advanced nations shows that advertising is greatly responsible for

raising the living standards the consuming power of men and creates want for better standard

of living. By bringing to the knowledge of the consumers different variety and better quality

products, it has helped a lot in increasing the standard of living in India.

10


1.4 Origin & Background of Advertising

Since ancient times, Egyptians made sales messages and wall posters using papyrus (these

displays and messages can well be seen in the ruins of Pompeii and ancient Arabia). Wall or

rock painting was another common commercial advertising form, which is still present in

parts of Asia, Africa and South America. Gradually, as towns and cities began to expand,

traders started using images to associate their trade, such as a boot, a suit, a hat, a clock, a

diamond, a horseshoe, a candle or even a bag of flour.

With time, education became an apparent need and advertising developed to printing

handbills. By the 17th century, advertisements started appearing in weekly newspapers in

England that were mainly used for promoting books. Consequently, printing press advanced

and newspapers became increasingly affordable. However, false advertising and quack

advertisements created problems in the regulation of advertising content.

Advertising grew with the expansion of economy in the 19th century. Mail-order advertising

grew with the success of advertising in the United States. In 1836, French newspaper ―La

Presse‖ became the first newspaper to include paid advertising in its edition. It also reduced

its prices to extend readability and increase profitability. Around 1840, advertising agencies

were established and services extended. Initially, they were brokers for advertisement space

in newspapers. In 1869, the first full-service agency named N.W. Ayer & Son was opened,

assuming responsibility for advertising content in Philadelphia.

In early 1920s, radio equipment manufacturers and retailers established radio stations to sell

more radios to consumers. Soon, the practice of sponsoring radio programs popularized and

they started allocating sponsorship rights to multiple businesses instead of single businesses.

The same practice was later carried on to the television in late 1940s and early 1950s.

11


Advertising transformed into a modern approach in 1960s, with creatively produced

advertisements tempting consumer‘s eyes. This could well be seen in the Volkswagen ad

campaign that featured headlines like ―Think Small‖ and ―Lemon‖.

The era of modern advertising saw promotion of ―position‖ and ―unique selling proposition‖

that was designed to associate every brand with a specific idea in the reader or viewer‘s mind.

Cable television was introduced in late 1980‘s and early 1990s, giving further boost to

advertising. Steadily, specialty channels emerged that were devoted entirely towards

advertising such as QVC, Home Shopping Network and ShopTV Canada. With the boom of

Internet in the 1990s, new frontiers opened for advertisers. A number of corporations came

up, operating solely on advertising revenue.

The entry of 21st century saw various sites, including the much-used search engine Google,

indulging in online advertising, with the intention of helping the users. The recent advertising

innovation is ―guerrilla advertising‖ that makes use of unusual approaches, such as staged

encounters in public places, giveaway of products such as cars covered with brand messages,

and interactive advertising where viewers can respond to become part of the advertising

messages. Advertising has come a long way from its inception and there is much progress to

be covered in the time to come.

12


Chapter 2: Mediums of Advertisement

With the changing media used by advertisers, advertisement itself changed quite a bit. So far

the ads tried to present a product and make the consumer believe in the big advantages of it.

Today, advertisers try to create certain image around their product, which draw a greater

attention to the customers and makes them stick this specific product. This so-called

―creative revolution‖ had its origin in the 1950‘s and 1960‘s when prominent advertising

agencies stated that good advertising has to begin with the respect for the public‘s

intelligence and therefore have to be understated, sophisticated and witty.

This statement is even more important for today‘s commercials on TV, since the technology

has made it possible for the viewer to use the remote control to change the channel while the

commercials are on. If it is not interesting to the viewer he will simply flip to another channel

avoiding the commercial. New digital devices make it even possible to edit out commercials

in order to watch a ―commercial free‖ movie or show.

Overall Industry size (INR Bn)* 2007 2008 2009 2010 2011 E

Television 211 241 257 297 341

Radio 7 8 8 10 12

Print 160 172 175 193 211

Out of Home 14 16 14 17 19

Digital Advertising 4 6 8 10 13

Table 2.0.1 – Overall industry size

13


Fig 2.0.1 – Contribution of advertising revenue to overall industry size

2.1 Television as a medium of advertisements

India is the world‘s third largest TV market with almost 138 million TV households. As per

the KPMG report on Media and Entertainment industry 2011, Television has attracted about

42 % of the money spent on advertising in the country today. It is available in broadcast or

cable form and generates a big platform for advertising. To run commercials on TV,

advertisers have to buy units of time which range from 15 over 30 and up to 60 seconds in

length. These spots are the most expensive ads and can cost up to millions of dollars

depending on what time they are aired. If we just think about the ads shown at the major

sports events in the country, like the IPL finals or the ICC cricket world cup, only very

economically powerful companies can afford this.

The combination of sight, sound and motion creates a more dramatic form of advertising

which is considered to build a product‘s brand image or to create an excitement around a

special event such as a one-time sale. These ads are not intense enough to provide the viewer

with a lot of information and are therefore only useful for products which are already familiar

to the costumers.

36%

37%

38%

39%

40%

41%

42%

2007 2008 2009 2010 2011E

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Advantages in Television Advertising:

Television reaches very large audiences-audiences that are usually larger than the audience

your city's newspaper reaches. The area that a television station's broadcast signal covers is

called A.D.I, which stands for "Area of Dominant Influence‖. Some advantages of television

advertising include the following:

Advertising on television can give a product or service instant validity and

prominence.

You can easily reach the audiences you have targeted by advertising on TV. Children

can be reached during cartoon programming, farmers during the morning agricultural

reports and housewives during the afternoon soap operas.

TV offers the greatest possibility for creative advertising. With a camera, you can take

your audience anywhere and show them almost anything.

Since there are fewer television stations than radio stations in a given area, each TV

audience is divided into much larger segments, which enables you to reach a larger,

yet, more diverse audience.

Disadvantages in Television Advertising:

Because TV has such a larger A.D.I, the stations can charge more for commercials

based on the larger number of viewers reached.

TV advertisements for a product are shown at the bought timings, so the chance of a

viewer to miss the advertisement is much higher.

A poorly produced commercial could severely limit the effectiveness of the message,

and may even create a bad image in your customer's mind.

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2.2 Radio as a medium of advertisements

Radio usually reaches a smaller group of people, mostly from one specific area. This gives

local businesses the chance to broadcast their very specialized ads. Most people listen to

these ads when they are driving in their car, so they will be informed of any kind of sales in

stores in their region. They will hear them before they go shopping and might be tempted to

buy these products. These ads have to be very simple and easy to be understood, since people

are usually doing something, like driving, when listening to them. Radio‘s share of media ad

spends is expected to increase from 4% currently to approx. 5% by 2015.

Advantages in Radio Advertising:

Radio is a relatively inexpensive way of reaching people. It has often been called the "theater

of the mind" because voices or sounds can be used to create moods or images that if crested

by visual effects would be impossible to afford. You can also negotiate rates for your

commercials, or even barter. Stations are often looking for prizes they can give away to

listeners, so it's possible to get full commercial credit for the product or service you offer.

Advantages to radio advertising include:

The ability to easily change and update scripts are paramount to radio broadcasting,

since news stories can and often do happen live.

Radio is a personal advertising medium. Station personalities have a good rapport

with their listeners. If a radio personality announces your commercial, it's almost an

implied endorsement.

Radio is also a way to support your printed advertising. You can say in your

commercial, "See our ad in the Sunday Times," which makes your message twice as

effective.

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Disadvantages in Radio Advertising:

Radio advertising is not without its disadvantages too, such as:

You can't review a radio commercial. Once it plays, it‘s gone. If you didn't catch the

entire message, you can't go back and hear it again.

Since there are a lot of radio stations, the total listening audience for any one station is

just a piece of a much larger whole. That's why it's important to know what stations

your customers and prospects probably listen to. Therefore, most of the time, you'll

have to buy time on several radio stations to reach the market you are after.

People don't listen to the radio all the time, they listen to it only during certain times of day.

So, it's important to know when your customers or prospects are listening. For example, if

you want to reach a large portion of your audience by advertising during the morning traffic

report, you'll have to specify that time period to the radio station when you buy the time.

2.3 Print as a medium of advertisements

Newspapers are an important media as well. Their advantage is to reach readers of different

age groups, ethnic backgrounds and income levels. They display photographs and

illustrations, giving explicit and detailed information about a product, new inventions and

product improvements. Their disadvantage is that they can‘t create such an emotionally

strong image as the TV ads, but the opportunity to present coupons for special products

shows a great popularity amongst customers, and is often used.

Magazines are very specialized and target the reader of such magazines who usually have

very similar interests. If you think about highly specialized women magazines, displaying

makeup and other cosmetic products is an excellent way to reach teenage girls to older

17


women. These magazines are very prestigious because they show beautiful colour

photographs of celebrities of today‘s pop-culture.

Advantages in Print Advertising:

Almost every home receives a newspaper, either by newsstand or home delivery.

Reading the newspaper is a habit for most families. And, there is something for

everybody: sports, comics, crosswords, news, classifieds, etc. You can reach certain

types of people by placing your ad in different sections of the paper. People expect

advertising in the newspaper. In fact, many people buy the paper just to read the ads

from the supermarket, movies or department stores.

Unlike advertising on TV and radio, advertising in the newspaper can be examined at

your leisure. A newspaper ad can contain details, such as prices and telephone

numbers or coupons.

From the advertiser's point-of-view, newspaper advertising can be convenient because

production changes can be made quickly, if necessary, and you can often insert a new

advertisement on short notice.

Another advantage is the large variety of ad sizes newspaper advertising offers. Even

though you may not have a lot of money in your budget, you can still place a series of

small ads, without making a sacrifice.

Disadvantages in Print Advertising:

Newspapers usually are read once and stay in the house for just a day.

The print quality of newspapers isn't always the best, especially for photographs. So use

simple artwork and line drawings for best results.

The page size of a newspaper is fairly large and small ads can look minuscule.

18


Your ad has to compete with other ads for the reader's attention.

You're not assured that every person who gets the newspaper will read your

advertisement.

2.4 Digital as a medium of advertisements

Advertising on the Internet is becoming more and more popular among companies, since the

majority of young consumers have online access at home. They range from banners, buttons,

pop-ups to sponsorships of homepages, which we have been discussed in our course. This

form of advertising gives the opportunity to check out the given information right away and

most of the time allows the customer to order the product online without even leaving his or

her home. The global online advertising industry is forecasted to grow to 17 percent of total

media advertising, from USD 62 billion in 2010 to USD 97 billion in 2014. The Indian online

advertising market was estimated to be in INR 10 billion in 2010. Of the total online

advertising market, paid searches constitute approximately 50 percent.

Fig 2.4.1 – Online advertising

0

5

10

15

20

25

30

2007 2008 2009 2010 2011E 2012E 2013E 2014E

INR

bill

ion

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Chapter – 3: Social Causes in India

3.1 Introduction to social causes in India

Since the time of Ashoka the great our country like any other country at that time had faced

social problems. When the British finally left our country in 1947, the condition of the nation

was very poor and there were various social problems that the people of the country faced.

Some of the more evident social problems had been corruption, illiteracy, ignorance towa rds

healthcare to name a few. Even after 63 years of independence most of these social problems

still remain.

Fig 3.1.1 – Corruption index of countries around the world

Some of the latest scandals have revealed the level of corruption within the government

offices. With advent in technology, corruption at various government levels is being brought

to light to the general public. But even then the required action is not being taken. To this

day, the Lokpal Bill which will help keep corruption in the various government offices in

check is not being able to be passed. The above figure shows that India‘s corruption index is

20


around 3.3 which is a very high level. India has a long way to go before it can reach the likes

of countries like Sweden.

There are still many villages across the country, which do not have adequate supply of basic

amenities like drinking water and power. In these villages, power comes only for a few hours

of the day. Even supply of drinking water is irregular. In many situations, the funds provided

by the central government to set up the infrastructure are eaten up by local government

officials. The level of health care across the country has improved in the last few decades

thanks to the various NGO‘s, but there is still room for improvement.

Fig 3.1.2 – Population illiteracy rate around the world

Due to the efforts of the government and various individuals, the country has made a huge

development in terms of literacy rate of the people. Over the past decade, the literacy rate

rose by 9.2%, making India‘s literacy rate 74.04%.

Thanks to the efforts of various multinational companies like P&G which started with the

Shiksha campaign and Times of India which started with the Teach India campaign, India has

seen a huge rise in its literacy rate.

21


According to TrustLaw a Thomson Reuters Foundation Service, India is the fourth most

dangerous country for women. Around 100 million, of which most are women and girls, are

involved in trafficking in India. Over 50 million girls are missing in the past century due to

female infanticide and foeticide.

3.2 Corporate involvement

India has become one of the fastest growing economies in the world. It is growing at the rate

of 9 percent p.a. As an emerging market in India everything is looking for an international

perspective. At the stage when India is set to acquire a global position, it is essential to gauge

whether economic development is due to successful commercial operations. Organizations

must realize that the government alone cannot achieve success in their effort to elevate the

downtrodden of society. The current concept of social marketing company is developing

steadily and has led to a new concept-Corporate Social Responsibility.

Many major corporations throughout the world had realized the importance of being

associated with important social causes as a means to promote their brands. Cause-related

marketing and corporate social responsibility of companies has provided a new tool to

compete in the market. The CSR refers to the obligation of the corporation to all

stakeholders. Comes the desire to do good and to achieve self-satisfaction and return business

social obligation. This could be a strategic marketing activity the way for a company to do

well by doing good, other than sales promotion, corporate philanthropy, corporate

sponsorship, the corporate Samaritan acts and public relations. Now, it is assumed to be the

responsibility of business houses too.

22


Nothing builds brand loyalty among customers. It is becoming increasingly hard to please

consumers. Other things being equal many consumers would do business with a company

that represents something beyond profits. In a nutshell, CSR and cause related marketing

results in sales, visibility, and increasing consumer loyalty and enhanced company image

along with positive media monitoring.

Rural India has a population of 700 million people spread across 638,000 villages. Thus more

than 60 percent of the total population of India is rural by nature. A report by the National

Council of Applied Economic Research (NCAER) shows that rural customers include more

than 50% of consumers and is a prime market for consumer goods and essential services.

Culture is the backbone of our country and if the pillar is strong, then she can lift our country

to a higher level. The organizations are helping to sustain as well as restore the rich culture of

the country with their programs. Today, the literacy rate in India puts on around 74%, up

from 64% in 2001. (Survey of NSSO) given the rate of increase, it would take some 20 to 25

years to clear this problem. Therefore, the agenda of corporate CSR considers rural

development as one important dimension.

On the one hand, a non-profit organization is an organization that exists to help provide some

advantage or group or class of personal effort. As the name suggests, the organization will

have all the advantageous features of an organization that is a mission statement, vision,

offices, infrastructure and so on, but shall not include the objective to make a profit out of its

operations. However to run any organization, funds are needed, and it has to come in to the

non-profit that is in terms of financial concessions, subsidies, donations or services etc. in

terms of staff support or infrastructure assistance. The sources for these funds could be

23


individuals, government or other institutions and finally charities. These business houses with

their initiatives of CSR (corporate social responsibility) contribute to the mission of social

progress and growth in India.

The most important reason to undertake CSR initiatives for several of the respondent

companies is to be a good corporate citizen. Good corporate citizenship and CSR initiatives

are inextricably linked with improved brand reputation, which is one of the most important

drivers of CSR identified by the respondent companies. The second most important driver of

CSR, in the opinion of corporate India, is that CSR provides an opportunity to improve

relationship with local communities, which is at a variance from the articulated perception of

CSR where a focus on compliance requirements is evidenced. A striking feature of the

perception of drivers of CSR, contrary to the perception of CSR articulated earlier and the

fact that it has a high influence on the respondents CSR strategy, is that companies at tach

much less importance to regulatory compliance, improved employee relations and enhanced

shareholder value as the drivers for CSR. This dichotomy is indicative of the emerging

perception of CSR where companies shall endeavour in the future to perhaps transition from

a Ethical-Statist Model (charity and employee focus) to a Liberal – Stakeholder model for

CSR.

It is also pertinent to mention that several companies attach very high importance to the

philosophy of the founding fathers as a principal driver of CSR. Since the philosophy of

founding father drives CSR, several large and old Indian businesses adopt the ethical

philanthropic approach to CSR. However there are instances where companies with a

commendable CSR history have transitioned from philanthropic to triple bottom line model

while retaining a part focus on philanthropy.

24


Fig 3.2.1 – Drivers of CSR

3.3 CSR: The Indian Reality

The Tatas have been practising CSR for years, long before it became an industry buzzword.

Historically, that commitment has been displayed (though not always matched) by some

other larger family-run business houses too like the Jindals, the Mahindras and the Godrej,

for instance particularly in the years around Independence, when the government's social-

sector spending was minimal.

While the pattern of corporate giving at family-run business houses is mostly determined by

the founder and his scions, the emerging IT sector has adopted a more strategic approach to

CSR. Giants Infosys and Wipro, both major drivers in reawakening corporate conscience,

0 10 20 30 40 50 60 70 80 90

To corporate citizen a good

Improved relation with local community

Stated philosophy of founding fathers

Opportunity to enhance reputation

Survival of business in long term

To bulid a global corporate brand

Improvement in employee relation

Enhanced shareholder value

Improved standing with government and …

Compliance with legislation

Improved management of risk

Cost saving

Alignment with industry trends

Pressure from overseas partners

Exploitation of potential competitive advantage

Presssure from ethical business partners

To access new markets in other communities

1st Rank 2nd Rank 3rd Rank 4th Rank 5th Rank

25


have made substantial investments in education through foundations set up specifically for

that purpose.

Smaller IT companies, headed by idealistic young Turks, are also displaying a strong desire

to give back to society. In a flat world, India's young entrepreneurs cannot ignore the sharp

rise in global expectations over the role of corporations in society. They are being compelled

to rethink traditional roles—from being profit-maximising machines with allegiance only to

shareholders, to full partners in their communities with sensitivity to all the 'stakeholders'

concerned. "We get a lot of queries from companies who are looking at setting up CSR

processes," says Sanjay Bapat, founder-director, indianngos.com. "Everyone is thinking

about it‘.

But how many Indian businesses are going beyond 'thinking' to 'doing'? If you take Ingrid

Srinath's word for it, not that many. Ingrid, chief executive of Child Relief & You (CRY),

doesn't mince words. "The term I use for corporate giving is tokenism." Corporate giving

compares poorly, she says, with individual giving. A '01 study by Sampradaan Indian Centre

for Philanthropy estimated that urban individual household giving in he year 2000 amounted

to Rs. 16.6 billion, but it had no reliable figures when it turned its sights on corporate giving.

"Nobody has collected data on this," says Pushpa Sundar, former director of Sampradaan and

author of Beyond Business—From Merchant Charity to Corporate Citizenship. "I tried to do

a study and found that there was no funding for it." The problem with getting reliable figures

isn't just a dearth of studies on the subject; it is that Indian business is yet unclear on what

constitutes CSR.

26


Companies like ITC have made farmer development a vital part of its business strategy, and

made major efforts to improve the livelihood standards of rural communities. Unilever is

using micro enterprises to strategically augment the penetration of consumer products in rural

markets. IT companies like TCS and Wipro have developed software to help teachers and

children in schools across India to further the cause of education. The adult literacy software

has been a significant factor in reducing illiteracy in remote communities. Banks and

insurance companies are targeting migrant labourers and street vendors to help them through

micro-credits and related schemes.

In June 2008, a survey was carried out by TNS India (a research organization) and the Times

Foundation with the aim of providing an understanding of the role of corporations in CSR.

The findings revealed that over 90% of all major Indian organizations surveyed were

involved in CSR initiatives. In fact, the private sector was more involved in CSR activities

than the public and government sectors. The leading areas that corporations were involved in

were livelihood promotion, education, health, environment, and women's empo werment.

Most of CSR ventures were done as internal projects while a small proportion were as direct

financial support to voluntary organizations or communities. In a survey carried out by the

Asian Governance Association, which ranks the top 10 Asian countries on corporate

governance parameters, India has consistently ranked among the top three along with

Singapore and Hong Kong, for the last eight years.

In another study undertaken by automotive research company, TNS Automotive, India has

been ranked second in global corporate social responsibility. State-owned Bharat Petroleum

and Maruti Udyog were ranked as the best companies in India. Bharat Petroleum and Maruti

Udyog came on top with 134 points each, followed by Tata Motors (133) and Hero Honda

27


(131). The study was based on a public goodwill index and India received 119 points in the

index against a global average of 100. Thailand was at the top slot with 124 points.

Several foundations run by corporate houses plan to devise a common strategy to ensure

transparency in their social and community development operations, such as tracking

spending in and progress of such projects in their annual reports. The effort is significant

because it brings together a wide range of Indian companies to share ideas o n innovating

sustainable programmes. Among them are Multi Commodity Exchange of India Ltd, Anil

Dhirubhai Ambani Group and media company Bennett, Coleman and Co. Ltd. Audit firm

KPMG will partner with them to offer guidance on evaluating corporate social responsibility

or CSR programmes—a trend companies are slowly embracing as India's expanding

economy contrasts sharply with growing local protests over land for future industrial projects.

The network alliance stems from the first sustainability summit that was organized in January

by the Associated Chambers of Commerce and Industry of India. CSR could prove to be a

valuable asset in an age of mergers and acquisitions, especially as it helps companies spread

their brand name, The new network will also serve as a common ground to lobby with the

government for tax exemptions and safeguard other interests in the future.Indian companies

have made little progress in reporting development projects. And only 48 companies have so

far given their commitment to support the United Nations Global Compact, a charter for

improving the global business environment through standards, such as labour rights and

fighting corruption.

Addressing business leaders in May last year, Prime Minister Manmohan Singh said

"Corporate social responsibility must not be defined by tax planning strategies alone. Rather,

28


it should be defined within the framework of a corporate philosophy, which factors the needs

of the community and the regions in which a corporate entity functions‘. Some say

companies have an inherent "mental block" in reporting development programmes. A recent

KPMG study among 27 Indian companies showed that a mere 8% mentioned their social

expenditures in their annual reports, and only 25% filed CSR reports at all. But a quarter of

them are also signatories of the Global Reporting Initiative, a 10-year-old movement started

by an NGO called Coalition for Environmentally Responsible Economies (CERES) and the

United Nations Environment Programme. This encourages companies to make voluntary

disclosures and lays down framework on improving reporting principles.

"Most companies tend to give to charities than make long-term development commitments.

When a company voluntarily opens up for self-evaluation, it creates value for shareholders

when competing with other companies," said Parul Soni, associate director of KPMG's Aid

and Development Services. An estimated 100 corporate foundations and 25 foreign firms are

involved in CSR activities in India, but statistics on input and output are elusive. According

to Times' Pandey, the Indian corporate sector spent Rs. 30,000 crore on social expenditure

during the last financial year, up from Rs. 17,500 crore the previous year. Quoting from a

government report, he said, companies drew a total exemptions of Rs. 5,500 crore under

income-tax laws last year. These figures, an analyst said, sound improbable as Indian

companies still do not distinguish between philanthropy and internal practices to benefit

stakeholders such as employees and community.

Companies, too, continue to rely on different models to earmark its social expenditure,

making it difficult to measure the overall impact. For instance, the Steel Authority of India

Ltd (SAIL), the country's largest steel company, spent Rs. 100 crore on CSR last year; this

29


was 2% of its profit after tax, exclusive of dividend tax, according to SAIL spokesperson

N.K. Singhal. Yet others, such as Tata Steel Ltd, which runs a 850-bed hospital and rural

projects in 800 villages around Jamshedpur, spends an average of Rs. 150 crore as part of its

annual revenue expenditure.

What eventually makes up for CSR of a company ultimately depends on leadership; as part of

company decision, about 66% of Tata Sons, the holding group of the Tata group, is today

owned by a trust. Pharmaceuticals company Jubilant Organosys Ltd, already runs an anti-

tuberculosis programme with the government of Uttar Pradesh. Apart from schools and

hospitals that are run by trusts and societies, the government, too, is exploring to widen the

scope of public-private partnerships to build and maintain schools and hospitals in return for

a fixed annuity payment.

30


Chapter 4 – Introduction to Social Advertisements

4.1 Cause related advertisements

For many years, community development goals were philanthropic activities that were seen

as separate from business objectives, not fundamental to them. ‗Doing well‘ and ‗Doing

good‘ were seen as separate pursuits. That is changing. Today, the emergence of cause

marketing programs, have heralded a dramatic shift in non profit – for – profit relationships.

It has established the concept that community development and support could be positioned

at the intersection of business objectives (sales/profits) and societal needs. Supporting a

specific cause and being public about this support gives companies identifiable personalities,

demonstrates what they stand for, and helps them connect with customers, suppliers,

investors, employees, and the community. Cause marketing programs allow the consumers to

overtly and publicly express their belief in and support for, the causes that are most important

to them.

Cause marketing has been with us since our local shops and restaurants set up collection

boxes for donations to local causes (more often, orphanages) near their cash counters. It was

American Express that first coined the term ―Cause-related marketing‖ in 1983. That year

they launched a three-month marketing program around the Statue of Liberty Restoration

Project. The objective: to increase card use and new card applications and at the same time

raise money, awareness and support for the non profit Restoration Fund. American Express

donated one cent for every card transaction and one dollar for every new card app lication. It

backed the program with a $4 million advertising campaign aimed at reaching existing

customers and drawing new ones. The results were impressive. In just three months, the

Restoration Fund raised over $1.7 million. American Express Card usage rose 27% and new

31


card applications rose by 45% compared to the previous year. A fitting outcome to a well

planned strategic effort. A clear demonstration that cause marketing could achieve strategic

goals by linking a for-profit organization to a cause and enabling its consumers to financially

support the cause by doing business with the for-profit organization. From that initial entry

into the consumer mind space, and into marketing strategic space, cause marketing programs

have evolved into a firmly established practice to be adopted by marketers.

The compulsions to use cause marketing have been brought into sharp focus by the studies

done by Cone Inc., a marketing communications agency that has been tracking American

attitudes towards corporate support of social issues for more than a decade. Acco rding to the

2004 Cone Corporate Citizenship Study, 8 in 10 Americans say that corporate support of

causes wins their trust in that company, a 21% increase since 1997. A more significant

finding of the report is the response to the statement, ―I am likely to switch from one brand to

another that is about the same in price and quality, if the other brand is associated with a

cause‖. A staggering 86% confirmed that they would do so, a rise from 81% in October 2001.

‗Cause‘, has therefore become an important d ifferentiator, a means to promote products and

enhance bottom lines for marketers today. According to the IEG Sponsorship Report,

Chicago, US spending on Cause Marketing will hit $1.34 billion in 2006. Back in 1990 cause

marketing spending was only $120 million.

Cause marketing allows a company to put its brand, marketing might and people behind a

non profit cause that can provide mutual benefits to the company and the non profit entity.

The cause marketing campaigns can vary in their scope and design, the types of non profit

partners and the nature of the relationships among the companies and their non profit

partners. In the most common type of relationship, for each purchase made by its customers

32


during a specified period of time, a portion of it is donated to the non profit entity. It is a win-

win situation all around. Companies increase their sales, nonprofits get more funds and the

consumer benefits because he feels a part of his purchase is going for a good cause.

There could be two forms of associations in terms of the time dimension:

a) Temporary: The company ties up with the NGO for a short span of time. For example

Epson donated a certain sum to CRY for every dot matrix printer sold during the month of

August 2004 alone.

b) Ongoing: Here the tie-ups are for longer periods of time, although they may not be

permanent. For example, ITC markets the SOS Children's Villages of India range of greeting

cards. The SOS brand is now the third largest brand in the social cause segment in greeting

cards.

It has to be clarified that cause related marketing is not corporate philanthropy or

sponsorship. It is a third new way, an intersection of the two. In a CRM program donations

to the non-profit entity are based on exchanges that provide revenue to the donor, that is,

sales. Hence a specific objective of all cause related marketing programs is sales and a

promotion campaign is undertaken to leverage the right to the association. For example, ITC

launched a nationwide campaign for water conservation. Dubbed ‗Aashirvad - Boond Se

Sagar‘, this initiative has over the years put into place 31,000 acres of life saving irrigation

system benefiting over 40,000 people. Consumers who buy Aashirvad products (atta, spices

and salt) were made aware that from its sale, a worthy contribution was being made to the

water conservation efforts of the nation.

33


Sponsorships involve money or gifts in return for recognition with a particular cause or event.

For example, Sahara India sponsors the Indian cricket team by providing funds to the Board

of Control of Cricket of India. In return, the company‘s name and logo are placed on team

uniforms and equipment and associated as Team Sahara India and the trophy named Sahara

Cup. There is an expectation that this sponsorship will lead to greater brand awareness for

Sahara India and target market affinity to the company will develop.

Unlike in the case of sponsorship the donor needs to undertake specific activities and pursue

specific objectives for the program to be classified as cause related marketing. Another

difference is that both in philanthropy and sponsorship, the amount to be donated to the cause

is negotiated in advance and is generally fixed. In the case of sponsorship, the amount

represents the price for the association. In the case of cause related marketing the amount is

variable as the donation is on a per transaction basis. Table 1 summarizes the differences

between corporate philanthropy, sponsorship and cause related marketing.

Activity Corporate

Philanthropy

Sponsorships Cause related

Marketing

Primary focus Organization Product and Organization

Product

Time frame Ongoing Traditionally of limited duration

Traditionally of limited duration

Organizational Top management Marketing dept. Marketing dept.

Members

involved

Decision/ employee wide contribution

Related personnel Personnel

Goals Improve and tie organizational

competencies to social cause

Increase brand awareness and target

market affiliation

Increase product sales

Funding Fixed Fixed Variable

Key outcomes No key outcomes Attitude (positioning)

Intension (preference) Behaviour (sales)

Behaviour (sales)

Intension Attitude

Sales impact None Indirect sales impact Direct sales impact

Table 4.1.1 – Difference between Cause Related Marketing and Corporate Philanthropy

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4.2 Why Cause Marketing

Companies are increasingly finding the marketing communications to be a challenging task.

Marketers have discovered that:

• Technology is making our world smaller

• Consumers have easier and more access to information

• Consumers are communicating to each other more than ever before

• Consumers are more empowered and have more choices than ever before

Yet it is becoming harder for the marketer to reach the target consumer. The proliferation of

media channels have resulted both in audience fragmentation and information overload that

even a consumer looking for a product may not find it. Faced with declining rates of

preferred media consumption by the target audience, marketers have now found that aligning

themselves with a cause has enabled them to break through the clutter and differentiate

themselves in the eyes of the consumer. They are now investing in cause branding to align

their organization with a cause that is relevant to customers. The marketer stakes a claim in

the mind of the consumer thus: ―If Colgate is giving underprivileged children free denta l

checkups along with Pratham (NGO) and the Indian Dental Association, I will support

Colgate and tell my friends and family to do the same.‖ This is the potential advantage that

cause marketing can create for the organization. Obviously then, there is a need to strategize

the cause marketing effort. Yet as we scan the cause marketing scene in India over the last

two decades, we are accosted mainly with examples that resemble relatively superficial and

tactical partnerships. Tactically cause marketing programs fall into three general categories:

1. Transactional: Programs are designed to offer to make a contribution to a designated

cause based on consumer activity such as buying a product or shopping at a particular

retail store. The Tsunami disaster gave ample scope for hundreds of retail outlets to

say they will donate to Tsunami Relief Funds for purchases made at their

establishments.

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2. Message promotion: Joint campaigns that raise awareness of a cause‘s message (e.g.

Fight polio, tuberculosis, cancer) or participation in its programs (e.g. join us in

eradicating illiteracy) while building a positive association with the corporate sponsor

or its brands. MTV, being a youth channel, regularly created excellent public service

advertisements aimed at youth on issues which matter to the young of this country.

For example on the importance of adult franchise to first time voters.

3. Licensing: Typically, under this method, a non-profit licenses a company to develop,

produce and market/distribute a mission related product that is promoted either with

the organization‘s brand name or co-branded with both the company‘s and nonprofit‘s

name for a fixed number of products produced or for a fixed time period. For

example: WWF logos on stationery.

The plethora of cause marketing programs that aim at creating short term burst in sales go on

only to highlight the purely promotional, tactical and short term nature of the programs

undertaken. Cause marketing programs need to become more strategic to reap the benefits

that they are expected to create. Figure 1 presents a schematic representation of strategic and

tactical CRM.

To illustrate the difference, if a textile mill producing cotton fabrics decides to contribute to

the improvement of the living conditions of cotton farmers, initiates this five years ago and

decides to continually pursue it, through a sales related donation of 5% of their product prices

and senior management visit the farmers periodically to assess their progress it is a Strategic

Cause marketing effort. The same company can be said to have designed only a tactical

Cause Marketing program when it announces that it is contributing to cleaning up the

36


polluting river in their home town through a donation of 0.50% of the sale proceeds of fabrics

for a month.

Fig 4.2.1 – Schematic representation of Tactical and Strategic Cause Related Marketing

It needs to be emphasized that there needs to be a natural congruence between the company‘s

core business and the cause, which will lead to greater benefits. A strategic cause marketing

program will therefore focus on designing a program that will be relevant to four key

audiences:

1. The cause must align with the product or service. The program must embody a core value

to be authentic and embraced both by the employees and its consumers.

2. The cause partner must have a natural affiliation with the brand

3. The cause must be relevant to the core customer segment, so that they accepts its virtue

and become advocates for the cause and the product.

4. The cause must be relevant to the target consumers so that it will draw new consumers to

the product and drive increasing participation in fund raising for the cause.

For example, as part of its Cause Marketing Effort, Vodafone in the U.K. is in partnership

with the National Autistic Society (NAS). NAS is a national charity working with people

affected by autism. Autism manifests itself in many ways, but it is true to say that all

Tactical Cause

Related

Marketing

Strategic Cause

Related

Marketing

Congruence

Duration

Invested Resources

Management Involvement

Low High

37


sufferers have difficulty making sense of the world. Being a communication company,

Vodafone zeroed in on NAS as it typically involves a communication problem. Vodafone

helps the NAS improve the lives of people with autism, publicize the issues and help the

NAS to grow. Similarly, in the U.S., Kraft, in the foods business, supports programs to feed

the hungry, the book store Barnes and Noble supports literacy initiatives and Lenscrafters,

which is in the vision care business donates eyeglasses to low income families. Equal

presents America's Walk for Diabetes, a partnership of Equal and the American Diabetes

Association, is a good match. When people think of diabetes, they think of sugar. So what is

more logical a connection than Equal, a leading sugar substitute, raising research money to

find a cure for diabetes? All these examples present situations where the cause is well chosen,

and the idea makes sense.

A high-tech company partnering with an organization whose mission is to advance education

and training opportunities would seem to display a natural fit. A food company involved in an

effort to fight hunger is a logical pairing. Companies do have a lot of leeway in zeroing in on

issues and causes that are wide ranging and affect different segments of people. It is evident

that some combinations make more sense than others. The fit needs to be logical. A clothing

company that manufactures sweaters decided to support a massive campaign against capital

punishment and failed to make the logical connect with its target consumers through this

campaign and found its sweater sales still declining. A cause marketing campaign, like any

other good marketing campaign, must recognize that its campaigns turn out to be successful

and effective when its target customers are able to quickly and easily identify themselves

with the central message of such a campaign.

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4.3 Causes Advertised

Over the past few years, there have been many causes which various companies have took up

and advertised their product in association of that cause. Below mentioned are some of the

more well known ones.

4.3.1 P&G’s Shiksha Campaign

India has the world's largest number of uneducated children. Shiksha is another cause

marketing P&G program to help children across India achieve their right to education, in

association with India's premier child rights organization Child Rights and You (CRY) and

Sony Entertainment Television. Shiksha has entered its third year. Some of India‘s leading

film stars have united to appeal to consumers to support Shiksha by buying large packs of

Tide, Ariel, Pantene, Head & Shoulders, Rejoice, Vicks VapoRub, Whisper, Gillette Mach 3

Turbo or Pampers during April, May and June, 2006 and lead a child to the path of education.

Irrespective of sales, P&G has committed a minimum of Rs. 1 crore to Shiksha, which will be

allocated to education-focused projects.

In 2005, Shiksha received tremendous support from consumers, the news media and

influencers resulting in P&G contributing Rs. 1.26 crore which helped support the education

of 11,000 children in 109 villages. Shiksha has helped make a positive difference by working

with the State Education Departments to re-look at existing education policies; creating

awareness to build more schools with better infrastructure; enrolling more children into

formal schools; and building all- round development of children through education. Some key

positive actions that Shiksha 2005 made possible include:

Enrollment of 230 children into formal schools

Lok Shikshan Abhiyan (Osmanabad, Maharashtra) campaign in 35 villages against

child labour and early marriages helped achieve 100% enrolment in schools

39


Community Service Guilds (Salem and Namakkal districts, Tamil Nadu) that drove

awareness on education, built more schools, and sensitized employers to tackle the

issue of child labour

The Association of People with Disability (Kolar, Karnataka) provided adequate

education infrastructure and learning material thus ensuring the development rights of

disabled children in schools

Tribal Development Society (Bellary district, Karnataka) set up leadership trainings

and angadwadis, and continued to create awareness on education and health issues

Chetna Vikas (Wardha district, Maharashtra) setup Bal Sabhas and sustained nine Bal

Bhawans focusing on learning through art and games to imp rove the children‘s

confidence, creativity and expression, and in addition conducted support classes for

academically weak students.

P&G initially ran Shiksha as a joint educational initiative with MAA TV in Andhra Pradesh.

It announced that on purchase of any P&G product; Vicks, Whisper, Ariel, Tide, Head &

Shoulders or Pantene, a mother can win either Rs. 2 lakhs towards Graduate Education Fee of

one child (23 such Prizes), or Rs. 5,000 towards Next Year's Tuition Fee for one child (96

such Prizes) and a number of other Consolation Prizes, all courtesy P&G. Everyday, Rs.

2,25,000 worth of prizes were announced on MAA TV until 12th June‘ 03, totaling to Rs. 5

million+ dedicated by P&G.

4.3.2 Tata Tea’s Jaago re campaign

In a short span of time, Tata Tea has gone from owning only 3 per cent of market share

(1980s) to becoming the number one tea brand in India. How has it risen so fast and what role

has CRM (sometimes also known as Social-Cause Marketing or SCM) played in the rise?

40


In a bid to target customers from all regions and strata‘s of society, Tata Tea‘s product/ price

portfolio comprised tea for each segment. This entailed innovation and the regular

introduction of new flavours and new look products such as flavoured tea under the Tetley

brand in 2003, sold with the ad line ―A twist in your tea, a twist in your life‖ (Chai mein

twist...Life mein twist).

By the mid nineties, top management felt that there was a need for a combined marketing

strategy covering all its national brands- Premium, Gold, Agni and Life, which could promote

the mother brand as a whole. They seized upon Cause –Related Marketing (CRM) which had

taken off in the US in the 1980s. In CRM a corporation allies itself with a non-profit social

organization, typically by donating receipts from sales to the non-profit. In this sort of

alliance, the corporation builds brand image while the non-profit increases its funding (see

box for more on CRM).

For its foray into CRM, Tata Tea wanted to associate its brand with civic consciousness.

Moving away from positioning tea as just a revitalizing drink and instead stressing social

responsibility, they also wanted their campaign to target young Indians.

To conceptualize the idea Tata Tea hired the advertising agency Lowe Lintas. The agency

came up with the Jaago Re! campaign and its theme ―Every morning-don‘t just get up, wake

up‖ (Har subah sirf utho math- Jaago Re!). The slogan raised in a memorable way the idea of

social awakening.

A series of 10-second advertisements brought to the forefront several problems- corruption,

improper roads, responsibility of political leaders, role of police. The first commercial, for

41


example, featured a young man investigating the credentials of a political leader involved in

an election campaign. The idea was to connect with the consumers on emotional issues, to get

young people fired up about questioning the system. Given the target group, the ads were

promoted using media favored by young people. The Internet was foregrounded- social

networking sites and blogs, and a website, www.jaagoindia.org, promoted the campaign.

The campaigns were a huge success and helped drive Tata Tea‘s sales from approximately

$910 million in 2007 to over $970 million in 2008. Seeing the monetary benefits and increase

in brand loyalty, Tata Tea decided to take the campaign further and focus even more on

social issues.

Thus was born the second phase of the campaign, which focused on the Indian general

elections (Jaago Re! One Billion Votes). For the campaign to be powerful, it needed to

penetrate down to grass root levels - to achieve this Tata Tea partnered with Janaagraha, a

Bangalore based NGO.

The aim of the campaign was to alert citizens to their voting rights. Besides bringing out the

votes, the campaign also guided the youth through the voting process. A website,

www.jaagore.com, was set up to enable registration for voting. Several ads were designed in

this phase, which urged the citizens, especially young ones towards a transformation of

Indian society through voting. The most popular ad featured the message ―If you are not

casting your vote on election day, you are sleeping‖ (Election Ke din agar aap vote nahin Kar

rahe ho, to aap so rahe ho).

42


That ad helped pull over 600,000 people towards the website to register for voting. IT giants

with large numbers of young employees such as Infosys and Wipro supported the campaign;

most of their employees registered for voting through Jaago Re. The campaign also generated

support from Bollywood celebrities.

Tata Tea‘s market share increased from 19.4% in 2007 to 20.6% in 2008. The sales, brand

loyalty and increase in market share clearly showed that these social marketing campaigns

were well received by the customers.

43


Chapter 5 Consumer attitude towards social advertisements

5.1 Introduction to consumer attitude towards social advertisements

The use of cause-related marketing as a marketing platform has been progressively employed

by companies, as consumers increasingly value corporate support of social causes. Marketers'

efforts to reach consumers via cause tie- ins have gained consumers' trust and brand loyalty. A

national survey conducted by GolinHarris (2005) in the United States revealed that 40

percent of respondents said that a company's commitment to good corporate citizenship

would make them more willing to try the company's products for the first time. In the same

survey, 32 percent of respondents believed that investing in corporate citizenship would

improve trust in the company, as well as its people and products. In Cone's 2004 corporate

citizenship study, 72 percent of those surveyed responded that it is acceptable for companies

to affiliate with causes in their marketing, up from 66 percent in 1993 (DaSilva, 2004). This

study also demonstrated that 86 percent of respondents would be willing to switch brands

based on a company's support for social causes, all else being equal. In 1993, 66 percent of

those surveyed replied the same.

Along with the increasing popularity of cause-related marketing practices, both scholars and

practitioners have extensively evaluated cause-related marketing strategies and tactics, and

analyzed their impact on consumers' perceptual and behavioral relationship with the

sponsoring brand and/or the sponsored cause (e.g., Barone, Miyazaki, and Taylor, 2000;

Cone, Feldman, and DaSilva, 2003; Hoeffler and Keller, 2002; Sen and Bhattacharya, 2001).

For example, Lafferty, Goldsmith, and Hult (2004) discovered that the cause-brand alliances

enhanced consumers' attitudes toward the cause and the brand if perceptions of the alliance

were favourable. This study emphasized the importance of the cause-brand fit for a successful

44


cause-related marketing campaign. Lichtenstein, Drumwright, and Braig (2004) provided

evidence that consumers' perceptions of corporate social responsibility have a favourable

effect on perceptual corporate benefits (e.g., loyalty or emotional attachment) and

behavioural corporate benefits (e.g., purchase behaviour) when the consumers' self-concepts

are similar to their perceptions of the corporation. In addition, this study showed that

consumers' perceived corporate social responsibility increased their non-profit donations

through consumer-corporate identification. In their study examining the impact of vague

quantifiers of cause-related marketing advertising copy, Pracejus, Olsen, and Brown (2003)

discovered that the abstract wording used in cause-related marketing advertising copy (e.g., a

portion versus a substantial portion) largely impacted donation estimates, and that the

donation amount (e.g., 0, 1, 5, and 10 percent of retail price) had a positive impact on brand

choice.

Although previous studies have emphasized the significance of cause-related marketing in

terms of its effects on consumer attitudes and behaviours and have suggested insightful

managerial implications for both profits and nonprofits, there has been little systematic

investigation that profiles consumer advocates of cause-related marketing. This process of

profiling helps marketers make the strategic and tactical decisions of cause-related marketing

programs, including targeting, message strategy, media planning, cause selection, and other

strategic decisions (Dutta and Youn, 1999; Dutta-Bergman, 2006). Such a segmentational

approach to classifying who is (or not) in favour of cause-related marketing is also useful as it

adds to our knowledge about what consumer characteristics explain the attitude toward cause-

related marketing and how to communicate with cause-related marketing advocates.

45


5.2 Support for cause-related marketing as pro social behaviour

Nonprofits can benefit from brand partnerships not only through fundraising and other

marketing resources that companies offer, but also through consumer donations through

cause-related marketing programs. By engaging in revenue-providing transactions with the

company, consumers directly or indirectly contribute a specified amount to the designated

cause that the company represents. In conjunction with this notion, consumer‘s special efforts

to buy a product tied to social causes are considered a pro social behaviour because it

represents advocacy for a behaviour that improves the well-being of society as a whole,

instead of satisfying self- interests. Thus, this study applies a pro social behaviour as a basic

theoretical framework for understanding consumer motivations for supporting corporate

cause-branding activities. It seems logical to expect that motivations behind pro social

behaviours would be related to the motivations explaining consumer support for corporate

cause-branding programs. A key to the discussion is what motivates consumers to engage in

pro social behaviours.

5.2.1 Psychographic factors

Scholars have suggested that psychographic factors reflect more enduring and stable

dispositions that motivate consumers to form attitudes or guide behaviours. Ajzen and

Fishbein argued that psychographic factors are considered residues of past experiences,

which impact the beliefs or attitudes individuals hold. Such motivational insights of

psychographics can be also found in Katz's functional attitude theories.

Individuals engage in pro social behaviour to express certain attitudes. For example, through

pro social behaviour, individuals manifest their values, gain social opportunities, protect the ir

ego, or enhance their ego. Understanding the reasoning behind consumers' attitudes toward

46


cause-related marketing would be insightful for designing effective programs that shape,

reinforce, and alter those attitudes.

5.2.2 Locus of control

Previous studies showed that psychographic factors such as locus of control and self-efficacy

are related to pro social behaviours. In general, locus of control refers to the belief of whether

or not their own actions can lead to predictable outcomes. Internals believe that they can

control their lives and environments and that their actions can change outcomes. Externals

believe that they cannot control their lives and that outcomes are due to outside forces, such

as luck or the influence of powerful individuals. Relating to environmental beliefs and

behaviour, prior studies found that internals are more likely to engage in responsible

environment behaviours than externals. Internals are more likely to believe that their

recycling behaviours can change the environment positively, while externals are less likely to

engage in recycling behaviours. Internals have been found to show greater social interests

than externals, where social interests refer to empathy, a feeling of belonging, contribution to

welfare, and understanding others.

Not all studies, however, have supported these relationships. Lerner and Reavy found that

externals were more likely to be altruistic or help others than internals. Stevick and

Addleman discovered that locus of control was not related to volunteering. Although

conflicting findings exist regarding the relationship between locus on control and pro social

behaviours, this study expected internals to support corporate cause marketing efforts. It is

more likely that internals believe in their own abilities to have control over their environment

and to produce predictable outcomes by engaging in corporate cause-branding efforts.

Internals attempt to master circumstances and expect that their actions can bring about

47


change for the environment. Thus, internals are more likely to advocate corporate cause-

branding activities than externals because they believe they can improve society by

purchasing products sponsoring social causes or issues.

5.2.3 Self-confidence

Previous studies have attested that self-confidence or self-esteem is related to caring about

others' well-being. Helping others is motivated by a desire to maintain and enhance one's self-

confidence or self-esteem. It is likely that individuals who perceive themselves competent are

engaged in pro social behaviours because they believe in their capacity to effectively allocate

their resources to others in need. Self-confident people are more likely to exercise control

over the events that influence their lives. For those with self-confidence, their efforts to buy

products tied to social causes or charities would be considered as a way of helping others.

They may want to make a difference in their community through their purchasing.

5.2.4 Public self-consciousness

Pro social behaviours have been viewed through motivations of self-concern. Individuals help

others as the means by which they create a desired impression of themselves in front of

others. Such concerns about what other people may think are known as public self-

consciousness or self-monitoring. Those high in public self-consciousness may use pro social

behaviours to influence others' perceptions of themselves. Motivation to present themselves

in a good light may lead to supporting corporate-sponsored social causes because they want

to maintain or enhance their positive image through purchasing. Highly public self-conscious

people are expected to be more supportive of cause marketing because helping charitable

causes is considered socially desirable.

48


5.2.5 Interpersonal trust

Scholars explain interpersonal trust as an individual's tendency to believe others to be honest.

A bulk of research has indicated that interpersonal trust is positively associated with altruistic

behaviours. Cadenhead and Richman found that trust has a positive relationship with overall

pro social behaviours (e.g., giving money to charity). Individuals with high interpersonal trust

tend to make more sacrifices for others than those with low trust. Interpersonal trust would

facilitate blood donation, particularly among consumers who do not typically donate.

Relating to cause-related marketing, consumer‘s views of others as trustworthy and generous

would influence their tendency to support corporate involvement in social causes through

purchasing. When consumers do not trust marketers as exchange partners or the claims made

in cause-related marketing campaigns, they are not likely to purchase products or services

tied to the cause through a company's involvement. Consumers with low interpersonal trust

may find it difficult to trust companies engaged in cause-related marketing, leading to less

support for cause-related marketing activities.

5.2.6 Advertising scepticism

Consumer‘s scepticism toward advertising would be related to their perceptions of the

motives for a company's involvement in cause-related marketing programs. In general,

advertising scepticism describes consumer‘s tendencies to doubt the truthfulness of

advertising messages and marketers' motives for the messages. Consumers who are sceptical

of advertising tend to steer clear of advertising and show a lack of connection between

advertising and purchase intention. In connection with cause-related marketing, consumer‘s

distrust toward advertising leads to scepticism toward cause-related marketing, indicating that

consumers no longer believe company's altruistic intentions of charitable giving. In their

study, it has been found that sceptical consumers in cause-related marketing are less likely to

respond positively to cause-related marketing as opposed to less sceptical consumers.

49


5.2.7 Personal and social responsibility

It has been argued that a sense of responsibility drives pro social behaviours. Prior studies

have found that personal and social responsibilities are the most important correlates of

charitable giving or donation. In connection to support for cause-related marketing,

consumer‘s commitments to engage in responsible behaviours may carry into their attitudes

toward cause-related marketing programs. Individuals who are responsible initiates in their

lives are more likely to be engaged in their efforts to purchase products that align with social

causes. It seems logical to address that individuals with a sense of responsibility are more

likely to be civic-minded and have strong moral norms to better society. In this study,

healthy-eating consciousness is employed as a surrogate of personal responsibility, while

environmental concern is used as an indicator of social responsibility.

5.2.8 Religiosity

Scholars have recognized religiosity as a gateway to different forms of pro social behaviours.

Individuals' religious beliefs regarding giving back what they have received leads them to

volunteer or participate in community service. Indeed, it has been found that individuals who

affiliated with an organized religion tend to have a higher likelihood of volunteering. Among

adolescents, it is found that a religious belief was positively associated with civic engagement

such as publicly demonstrating or petitioning for a cause. Such motivation to give back may

lead religious individuals to support corporate involvement with charitable causes.

5.2.9 Social networks

Social networks have been found to influence motives for pro social behaviours. Network ties

increase opportunities to come into contact with friends or neighbours who are already

50


participating in volunteer activities or appreciate a sense of responsibility to the organizations

with which friends or neighbours volunteer. Extroverts who have extensive social networks

are more likely to volunteer for charities than introverts. Extroverts have more diverse social

connections with people and participate in various events. Such social connections may

provide more chances for volunteering. Relating to cause-related marketing, individuals with

social networks are more likely to show great concerns for social causes because they are

more knowledgeable about specific non profit organizations or social causes. They may be

more familiar with organizations and causes, so they feel they are responsible for helping

others by purchasing products or services aligned with social causes.

51


Chapter 6 – Research Methodology

Need for the study:-

Consumers are becoming increasingly aware about social causes. With the increase in the

purchasing power of an individual, he/she is willing to go about buying new products. An

individual is also trying to be a good social citizen. Thus one might buy products from

companies that one feels is contributing to society. This along with the pull of celebrities to

the general public towards social campaigns is making companies to align themselves with

social causes. This project is needed to find if there is a requirement for companies to become

involved socially so that it may benefit them financially.

Research Objectives:-

To find the attitude of consumers towards cause related advertisements

To find out if there is any behavioural change in the consumers after watching cause

related advertisements

To find the effect of cause related advertisements on brand recall

To find the effect of cause related advertisements on brand loyalty

Research Methodology:-

Universe: People who see advertisements on television or print or hear it on the radio.

Sample: N=150. Sampling technique used will be convenience sampling

o Gender:

Male = 75

Female = 75

52


o Age Group:

21 years – 30 years = 50



o Monthly Household Income Group:

Rs. 15,000 – Rs. 25,000 = 50

Rs. 25,000 – Rs. 50,000 = 50

Greater than Rs. 50,000 = 50

Data Sources:-

Data was collected from primary and secondary sources. A questionnaire was used for

primary data collection. Secondary data was gathered from books, website‘s research journals

etc.

Limitations of the study:-

The study was limited to Mumbai city and thus the results of the study cannot be implied for

the rest of the country.

53


Chapter 7 – Data Analysis and Interpretation

For primary data collection a structured questionnaire was made which was filled by

respondents of various age groups, income groups and gender across the city of Mumbai.

Once the data collection was completed, analysis was carried out using SPSS, software for

analyzing the data. Data analysis tools like frequencies, cross-tabs, anova and factor analysis

was used to get the output of the data.

7.1 Data Analysis

7.1.1 Respondent Profile

7.1.1.1 Gender

Fig 7.1.1.1

54


From the above figure 7.1.1.1, it can be observed that the data collected is not of equal

number of males and females. The number of males is more than the number of females. But

since the difference is only of a small percentage, the gender bias can be ignored.

7.1.1.2 Age Group

Fig 7.1.1.2

From the above figure 7.1.1.2, it can be observed that the data collected across various age

groups is not equal in number. Majority of the sample is from the younger age group of 21

years – 30 years and forms almost 50% of the sample. Thus the analysis will be more from

the point of view of the younger generation. The sample size of the age group of 31 years –

40 years and 41 years – 50 years is also considerable and analysis will hold true for it.

55


7.1.1.3 Monthly Household Income

Fig 7.1.1.3

From the above figure 7.1.1.3, it can be observed that maximum respondents were having a

monthly household of Rs. 25,000 – Rs. 50,000 closely followed by respondents with monthly

household income greater than Rs. 50,000.

56


7.1.2 Descriptive Analysis

Fig 7.1.2.1

From the above figure 7.1.2.1, it can be observed that most of the respondents spend around

1-2 hours watching TV every day. A very few number of respondents watch more than 4

hours of television every day.

Fig 7.1.2.2

From the above figure 7.1.2.2, it can be observed that half of the respondents prefer to surf

channels when ads are being aired whereas the other half watch advertisements.

Mean 2.08

Mean 1.72

57


Fig 7.1.2.3

From the above figure 7.1.2.3, it can be observed that most of the respondents see an entire

ad, if at all they see an advertisement and very few of them have never watched an entire ad.

Fig 7.1.2.4

Mean 2.20

Mean 2.61

58


From the above figure 7.1.2.4, we can suggest that most of the respondent disagree to the

statement that ads are dull. Only a very few respondents felt that ads are dull,

Fig 7.1.2.5

From the above figure 7.1.2.5, it can be suggested that most of the respondents finds

advertisements to be informative. Only very few of the respondents do not find ads to be

informative.

Fig 7.1.2.6

Mean 3.47

Mean 3.99

59


From the above figure 7.1.2.6, it is observed that most of the respondents feel that

advertisements are a good way to be updated about the latest market offering. Only very few

of them feel that ads are not a good way to be updated about the market offerings.

Fig 7.1.2.7

From the above figure 7.1.2.7, it can be concluded that most of the respondents find that

advertisements are a good way to raise social awareness. Only a negligible number of

respondents feel that they are not a good way to raise social awareness.

Fig 7.1.2.8

Mean 3.76

Mean 2.43

60


From the above figure 7.1.2.8, it is observed that most of the respondents disagree to the

statement that advertisements are unnecessary. Only a few of the respondents find them to be

unnecessary.

Fig 7.1.2.9

From the above figure 7.1.2.0, it can be observed that most of the respondents disagree with

the statement that ads can only be watched once.

Fig 7.1.2.10

Mean 2.69

Mean 3.28

61


From the above figure 7.1.2.10, it can be observed most of the respondents feel that ads are

not a good way to follow their favourite celebrity. Only a few of the respondents fell that they

are a good way to follow their favourite celebrity.

Fig 7.1.2.11

From the above figure 7.1.2.11, it can be deduced that most of the respondents would mind

having to pay a bit extra if it meant they could avoid watching advertisements.

Fig 7.1.2.12

Mean 2.75

Mean 3.61

62


From the above figure 7.1.2.12, it can be observed that most of the respondents would watch

an entire advertisement if it was of their preferred brand.

Fig 7.1.2.13


an entire advertisement if they liked the music. Only a few respondents disagree with this.

Fig 7.1.2.14

Mean 3.82

Mean 3.73

63



an entire advertisement if they liked the graphics or special effects used in the ad. Only a few

respondents disagree with this.

Fig 7.1.2.15


an entire advertisement if they liked the models used in the advertisement. Only a few

respondents wouldn‘t watch an entire advertisement even though they like the model in the

advertisement.

Mean 3.47

64


Fig 7.1.2.16


an entire advertisement if the ad had humour in it. Only a negligible number of respondents

disagree with this.

Fig 7.1.2.17

Mean 4.15

Mean 3.65

65


From the above figure 7.1.2.17, it can be observed that most of the respondents feel that if an

ad portrayed emotions, they would watch the entire ad.

Fig 7.1.2.18

From the above figure 7.1.2.18, it can be observed that most of the respondents strongly feel

that if an ad is creative then they would watch the entire ad.

Fig 7.1.2.19

Mean 4.34

Mean 3.21

66


From the above figure 7.1.2.19, it can be observed that most of the respondents like to see

advertisements which have stunts performed in them.

Fig 7.1.2.20

From the above figure 7.1.2.20, it can be observed that most of the respondents would see an

entire ad if it had a good storyline.

Fig 7.1.2.21

Mean 3.89

Mean 3.11

67


From the above figure 7.1.2.21, it can be observed that most of the respondents feel viewing a

cause related advertisement and participating in a social cause has no connection. But again a

considerable number of respondents feel that social cause related advertisements would make

them participate in the social cause.

Fig 7.1.2.22

From the above figure 7.1.2.22, it can be observed that most of the respondents would get

socially involved with some or the other cause if they saw cause related advertisements. Very

few respondents feel that watching social cause related advertisements would not get them

socially involved.

Mean 2.64

68


Fig 7.1.2.23

From the above figure 7.1.2.23, it can be observed that most of the respondents feel that

cause related advertisements motivates them to involve others in helping out for a social

cause.

Fig 7.1.2.24

Mean 3.24

Mean 2.25

69


From the above figure 7.1.2.24, it can be observed that cause related advertisements are a

good way to get the people socially aware.

Fig 7.1.2.25

From the above figure 7.1.2.25, it can be observed that most respondent would look up the

social cause if they saw an advertisement about it.

Fig 7.1.2.26

Mean 3.14

Mean 3.34

70


From the above figure 7.1.2.26, it can be observed that most respondents discuss the social

cause if they see an advertisement about it.

Fig 7.1.2.27

From the above figure 7.1.2.27, it can be observed that most of the respondents neither agree

nor disagree to the statement that cause related advertisements make them consider the brand

as a part of their purchase decision.

Fig 7.1.2.28

Mean 2.81

Mean 2.77

71


From the above figure 7.1.2.28, it can be observed that most of the respondents neither agree

nor disagree to the statement that cause related advertisements make them recommend the

brand for purchase by others.

Fig 7.1.2.29

From the above figure 7.1.2.29, it can be observed that most of the respondents fell that they

recall the brand and the cause they are associated with.

Fig 7.1.2.30

Mean 3.51

Mean 3.81

72


From the above figure 7.1.2.30, it can be observed that most of the respondents fell that they

recall the social message even after seeing the social ad.

Fig 7.1.2.31

From the above figure 7.1.2.31, it can be observed that most of the respondents feel they can

recall the celebrity endorsing the social cause after seeing the cause related advertisement.

Fig 7.1.2.32

Mean 3.35

Mean 3.46

73


From the above figure 7.1.2.32, it can be observed that most respondents recall the jingles

used in social ads.

Fig 7.1.2.33

From the above figure 7.1.2.33, it can be observed that around 80% of the respondents can

associate the ―Nanhi Kali‖ campaign with the Mahindra & Mahindra brand.

74


Fig 7.1.2.34

From the above figure 7.1.2.34, it can be observed that only very few respondents can

correctly associate the brand with it social cause.

Fig 7.1.2.35

Mean 3.25

75


From the above figure 7.1.2.35, it can be observed that a large number of respondents

consider brands that do cause related advertisements as socially responsible brands.

Fig 7.1.2.36

From the above figure 7.1.2.36, it is observed that most of the respondents can keep seeing

ads which convey a social message.

Fig 7.1.2.37

Mean 3.16

Mean 2.96

76


From the above figure 7.1.2.37, it is observed that most respondents disagree with the

statement that cause related advertisements have little impact on their minds.

Fig 7.1.2.38

From the above figure 7.1.2.38, it is observed that most respondents disagree with the

statement that they avoid buying products of brands that do cause related advertisements.

Fig 7.1.2.39

Mean 2.46

Mean 3.15

77


From the above figure 7.1.2.39, it is observed that most respondents wouldn‘t mind paying a

premium for a product of a brand that generates social awareness through its advertisements.

Fig 7.1.2.40

From the above figure 7.1.2.40, it is observed that most respondents would associate with a

brand for a long time if it conveys social message through its advertisements.

Mean 3.16

78


7.2 Data Interpretation

7.2.1 Cross-Tabs

Specifies the gender of the respondent * Specifies the times spent by the respondent wat

ching TV

Ho: There is no significant difference between the gender of the respondent and the time

spent by the respondent watching TV

Ha: There is a significant difference between the gender of the respondent and the time spent

by the respondent watching TV

Specifies the times spent by the respondent watching TV

Total Less than 1 hour 1-2 hours 3-4 hours More than 4 hours

Specifies the gender

of the respondent

Male 19 45 19 5 88

Female 16 30 14 2 62

Total 35 75 33 7 150

Table 7.2.1.1

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)

Pearson Chi-Square .818a 3 .845

Likelihood Ratio .837 3 .841

Linear-by-Linear Association .378 1 .539

N of Valid Cases 150

Table 7.2.1.2

79


Accept Ho i.e. there is no significant difference between the gender of the respondents and

the time spent by the respondents watching TV since the degree of significance is 0.845

which is greater than 0.05.

Specifies the gender of the respondent * Specifies the attitude of the res

pondent towards watching advertisements

Ho: There is no significant difference between the gender of the respondent and the attitude

of the respondent towards watching advertisements

Ha: There is a significant difference between the gender of the respondent and the attitude of

the respondent towards watching advertisements

Specifies the attitude of the respondent towards watching advertisements

Total

I surf the channel when

advertisements are aired

I watch the advertisements

because they are aired

I consciously watch

advertisements

Specifies the

gender of the

respondent

Male 49 21 18 88

Female 27 19 16 62

Total 76 40 34 150

Table 7.2.1.3

80


Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 2.144a 2 .342

Likelihood Ratio 2.149 2 .342

Linear-by-Linear Association 1.687 1 .194


a. 0 cells (.0%) have expected count less than 5. The minimum expected count is

14.05.

Table 7.2.1.4


the attitude of the respondent towards watching advertisements since the degree of

significance is 0.342 which is greater than 0.05.

Specifies the gender of the respondent * Specifies the advertisement vie

wing habit of the respondent

Ho: There is no significant difference between the gender of the respondent and

advertisement viewing habit of the respondent

Ha: There is a significant difference between the gender of the respondent and advertisement

viewing habit of the respondent

81


Specifies the advertisement viewing habit of the respondent

Total

I have never watched

a complete

advertisement

If at all I see an

advertisement, I

watch it completely

It does not matter to me if

an advertisement is being

aired

Specifies the

gender of the

respondent

Male 7 52 29 88

Female 6 42 14 62

Total 13 94 43 150

Table 7.2.1.5

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)





a. 0 cells (.0%) have expected count less than 5. The minimum expected count is

5.37.

Table 7.2.1.6


the advertisements viewing habit of the respondents since the degree of significance is 0.382


82


Specifies the age group the respondent belongs to * Specifies whether t

he respondents finds advertisements to be dull

Ho: There is no significant difference between the age of the respondent and whether they

find the advertisements to be dull

Ha: There is a significant difference between the age of the respondent and whether they find

the advertisements to be dull

Specifies whether the respondents finds advertisements

to be dull

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the age

group the

respondent

belongs to

21 years - 30 years 6 30 35 11 1 83

31 years - 40 years 3 14 16 3 1 37

41 years - 50 years 1 16 9 4 0 30

Total 10 60 60 18 2 150

Table 7.2.1.7

Chi-Square Tests

Value df Asymp. Sig. (2-sided)





a. 7 cells (46.7%) have expected count less than 5. The minimum expected count is .40.

Table 7.2.1.8

83


Accept Ho i.e. there is no significant difference between the age of the respondents and

whether they find the advertisements to be dull since the degree of significance is 0.775



he respondents finds advertisements to be informative


find the advertisements to be informative


the advertisements to be informative

Specifies whether the respondents finds advertisements

to be informative

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the age

group the respondent

belongs to

21 years - 30 years 2 14 20 45 2 83

31 years - 40 years 0 5 9 22 1 37

41 years - 50 years 0 4 4 20 2 30

Total 2 23 33 87 5 150

Table 7.2.1.9

84


Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)





a. 7 cells (46.7%) have expected count less than 5. The minimum expected

count is .40.

Table 7.2.1.10


whether they find the advertisements to be informative since the degree of significance is

0.753 which is greater than 0.05.


he respondent feels that ads are a good way to be updated about the late

st market offering


find the advertisements to be a good way to be updated about the latest market offerings


the advertisements to be a good way to be updated about the latest market offerings

85


Specifies whether the respondent feels that ads are a good

way to be updated about the latest market offering

Total Disagree

Neither Agree nor

Disagree Agree Strongly Agree

Specifies the age


belongs to

21 years - 30 years 3 11 57 12 83

31 years - 40 years 1 5 21 10 37

41 years - 50 years 2 4 15 9 30

Total 6 20 93 31 150

Table 7.2.1.11

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)





a. 5 cells (41.7%) have expected count less than 5. The minimum expected count is

1.20.

Table 7.2.1.12


whether they find the advertisements to be a good way to be updated about the latest market

offerings since the degree of significance is 0.456 which is greater than 0.05.

86



he respondent feels that ads are a good way to compare products


feel that ads are a good way to compare products

Ha: There is a significant difference between the age of the respondent and whether they feel

that ads are a good way to compare products

Specifies whether the respondent feels that ads are a good

way to compare products

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the age


belongs to

21 years - 30 years 2 24 22 27 8 83

31 years - 40 years 1 11 11 11 3 37

41 years - 50 years 0 8 7 7 8 30

Total 3 43 40 45 19 150

Table 7.2.1.13

Chi-Square Tests

Value Df Asymp. Sig. (2-sided)






Table 7.2.1.14

87



whether they find the advertisements to be a good way to be updated about the latest market

offerings since the degree of significance is 0.479 which is greater than 0.05.


he respondent finds ads to be a good medium to raise social awareness


feel that ads are a good medium to raise social awareness


that ads are a good medium to raise social awareness

Specifies whether the respondent finds ads to be a

good medium to raise social awareness

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the age


belongs to

21 years - 30 years 0 9 12 43 19 83

31 years - 40 years 0 3 9 19 6 37

41 years - 50 years 1 8 3 12 6 30

Total 1 20 24 74 31 150

Table 7.2.1.15

88


Chi-Square Tests







Table 7.2.1.16


whether they find the advertisements to be a good medium to raise social awareness since the

degree of significance is 0.120 which is greater than 0.05.


he respondent finds ads to be unnecessary


find ads to be unnecessary


ads to be unnecessary

89


Specifies whether the respondent finds ads to be

unnecessary

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the age


belongs to

21 years - 30 years 10 34 31 7 1 83

31 years - 40 years 10 9 11 7 0 37

41 years - 50 years 5 16 3 4 2 30

Total 25 59 45 18 3 150

Table 7.2.1.17

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)






.60.

Table 7.2.1.18

Reject Ho i.e. there is a significant difference between the age of the respondents and whether

they find the advertisements to be unnecessary since the degree of significance is 0.013

which is lower than 0.05.

90



he respondent finds ad jingles to be a good source of mobile ringtones


find ads to be a good source of mobile ringtones


ads to be a good source of mobile ringtones

Specifies whether the respondent finds ad jingles to be

a good source of mobile ringtones

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the age


belongs to

21 years - 30 years 6 24 21 26 6 83

31 years - 40 years 4 10 13 10 0 37

41 years - 50 years 2 3 13 8 4 30

Total 12 37 47 44 10 150

Table 7.2.1.19

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)






2.00.

Table 7.2.1.20

91



whether they find the advertisements to be a good source of mobile ringtones since the degree

of significance is 0.198 which is greater than 0.05.


he respondent feels that ads can only be watched once


feel that ads can only be watched once


that ads can only be watched once

Specifies whether the respondent feels that ads can only

be watched once

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the age


belongs to

21 years - 30 years 6 36 25 11 5 83

31 years - 40 years 0 17 13 3 4 37

41 years - 50 years 3 15 5 6 1 30

Total 9 68 43 20 10 150

Table 7.2.1.21

92


Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)






1.80.

Table 7.2.1.22


whether they feel that ads can only be watched once since the degree of significance is 0.358



he respondent feels that ads are not a good way to follow their favourite

celebrity


feel that ads are not a good way to follow their favourite celebrity


that ads are not a good way to follow their favourite celebrity

93


Specifies whether the respondent feels that ads are

not a good way to follow their favourite celebrity

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the age


belongs to

21 years - 30 years 7 14 27 30 5 83

31 years - 40 years 2 4 9 18 4 37

41 years - 50 years 0 4 14 8 4 30

Total 9 22 50 56 13 150

Table 7.2.1.23

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)






1.80.

Table 7.2.1.24




94



he respondent wouldn’t mind paying a bit extra so as to avoid watching

ads


wouldn‘t mind paying a bit extra so as to avoid watching ads

Ha: There is a significant difference between the age of the respondent and whether they

wouldn‘t mind paying a bit extra so as to avoid watching ads

Specifies whether the respondent wouldn’t mind paying a

bit extra so as to avoid watching ads

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the age


belongs to

21 years - 30 years 5 32 20 21 5 83

31 years - 40 years 6 14 8 6 3 37

41 years - 50 years 5 11 7 6 1 30

Total 16 57 35 33 9 150

Table 7.2.1.25

Chi-Square Tests






a. 5 cells (33.3%) have expected count less than 5. The minimum expected count is 1.80.

Table 7.2.1.26

95





Specifies the monthly household income of the respondent * Specifies w

hether the social cause related advertisment makes the respondent activ

ely pareticipate in the social cause

Ho: There is no significant difference between the monthly household income of the

respondent and whether cause related ads would make them actively participate in a social

cause

Ha: There is a significant difference between the monthly household income of the

respondent and whether cause related ads would make them actively participate in a social

cause

Specifies whether the social cause related

advertisment makes the respondent actively

pareticipate in the social cause

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the

monthly

household income

of the respondent

Rs. 15000 - Rs. 25000 5 2 9 12 0 28

Rs. 25000 - Rs. 50000 3 10 25 26 3 67

Greater than Rs. 50000 2 9 32 11 1 55

Total 10 21 66 49 4 150

Table 7.2.1.27

96


Chi-Square Tests







Table 7.2.1.28

Reject Ho i.e. there is a significant difference between the monthly household income of the

respondents and whether cause related ads would make them actively participate in a social

cause since the degree of significance is 0.022 which is lesser than 0.05.


hether the social cause related advertisment does not motivate the resp

ondent to get socially involved


respondent and whether cause related ads would not motivate them to get socially involved


respondent and whether cause related ads would not motivate them to get socially involved

97



advertisement does not motivate the respondent to get

socially involved

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the monthly

household income of

the respondent

Rs. 15000 - Rs. 25000 1 15 7 3 2 28

Rs. 25000 - Rs. 50000 8 29 22 7 1 67

Greater than Rs. 50000 3 20 14 18 0 55

Total 12 64 43 28 3 150

Table 7.2.1.29

Chi-Square Tests







Table 7.1.2.30


respondents and whether cause related ads would not motivate them to get socially involved

since the degree of significance is 0.017 which is lesser than 0.05.

98



hether the social cause related advertisement motivates the respondent

to involve others


respondent and whether cause related ads would motivate them to get others socially

involved


respondent and whether cause related ads would motivate them to get others socially

involved


advertisement motivates the respondent to involve

others

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree

Specifies the

monthly household

income of the

respondent

Rs. 15000 - Rs. 25000 2 6 8 12 0 28

Rs. 25000 - Rs. 50000 2 13 19 28 5 67

Greater than Rs. 50000 2 13 16 18 6 55

Total 6 32 43 58 11 150

Table 7.1.2.31

99


Chi-Square Tests







Table 7.1.2.32

Accept Ho i.e. there is no significant difference between the monthly household income of

the respondents and whether cause related ads would motivate them to get others socially

involved since the degree of significance is 0.763 which is greater than 0.05.


hether the social cause does not make the respondent socially aware


respondent and whether the social cause does not make them socially aware


respondent and whether the social cause does not make them socia lly aware

100


Specifies whether the social cause does not make the

respondent socially aware

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree


household income of

the respondent

Rs. 15000 - Rs. 25000 7 10 9 1 1 28

Rs. 25000 - Rs. 50000 16 33 12 6 0 67

Greater than Rs. 50000 8 23 17 7 0 55

Total 31 66 38 14 1 150

Table 7.1.2.33

Chi-Square Tests







Table 7.1.2.34


the respondents and whether cause related ads would not make them socially aware since the

degree of significance is 0.191 which is greater than 0.05.

101



hether the social cause related advertisment makes the respondent look

it up online


respondent and whether the social cause makes them look it up online


respondent and whether the social cause makes them look it up online


advertisement makes the respondent look it up online

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree


household income of

the respondent

Rs. 15000 - Rs. 25000 0 6 8 14 0 28

Rs. 25000 - Rs. 50000 2 12 16 31 6 67

Greater than Rs. 50000 6 17 18 13 1 55

Total 8 35 42 58 7 150

Table 7.1.2.35

Chi-Square Tests







Table 7.1.2.36

102


Reject Ho i.e. there is no significant difference between the monthly household income of the

respondents and whether social causes makes them look it up online since the degree of

significance is 0.018 which is lesser than 0.05.


hether the respondent discusses about the social cause


respondent and whether the respondent discusses about the social causes with others


respondent and whether the respondent discusses about the social causes with others

Specifies whether the respondent discusses about the

social cause

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree


household income of

the respondent

Rs. 15000 - Rs. 25000 1 4 10 12 1 28

Rs. 25000 - Rs. 50000 3 11 12 37 4 67

Greater than Rs. 50000 4 6 18 25 2 55

Total 8 21 40 74 7 150

Table 7.1.2.37

103


Chi-Square Tests







Table 7.1.2.38


the respondents and whether they discuss about the social causes with others since the degree

of significance is 0.629 which is greater than 0.05.


hether the social cause related advertisment makes the respondent give

voice to the cause by writing about it on blogging or social networking w

ebsites


respondent and whether the respondent gives voice to the cause by writing about it on

blogging websites or social networking websites after seeing the cause related ad


respondent and whether the respondent gives voice to the cause by writing about it on

blogging websites or social networking websites after seeing the cause related ad

104



advertisement makes the respondent give voice to the

cause by writing about it on blogging or social

networking websites

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree


household income of

the respondent

Rs. 15000 - Rs. 25000 0 7 9 10 2 28

Rs. 25000 - Rs. 50000 11 16 22 14 4 67

Greater than Rs. 50000 17 12 17 9 0 55

Total 28 35 48 33 6 150

Table 7.1.2.39

Chi-Square Tests







Table 7.1.2.40


respondents and whether they give voice to the cause by writing about it on blogging

websites or social networking websites after seeing the cause related ad since the degree of

significance is 0.033 which is lesser than 0.05.

105



hether the social cause related advertisement does not make the respon

dent consider the brand as a part of their purchase decision


respondent and whether the respondent does not consider the brand as a part of their purchase

decision after seeing the cause related ad


respondent and whether the respondent does not consider the brand as a part of their purchase

decision after seeing the cause related ad


advertisement does not make the respondent consider

the brand as a part of their purchase decision

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree


household income of

the respondent

Rs. 15000 - Rs. 25000 1 10 11 5 1 28

Rs. 25000 - Rs. 50000 9 20 26 10 2 67

Greater than Rs. 50000 4 8 29 11 3 55

Total 14 38 66 26 6 150

Table 7.1.2.41

106


Chi-Square Tests







Table 7.1.2.42


the respondents and whether they do not consider the brand as a part of their purchase

decision after seeing the cause related ad since the degree of significance is 0.330 which is

greater than 0.05.


hether the social cause related advertisement makes the respondent not

to recommend the brand for purchase by others


respondent and whether the respondent does not recommend the brand to others for purchase

after seeing the cause related ad


respondent and whether the respondent does not recommend the brand to others for purchase

after seeing the cause related ad

107



advertisement makes the respondent not to

recommend the brand for purchase by others

Total

Strongly

Disagree Disagree

Neither Agree

nor Disagree Agree

Strongly

Agree


household income of

the respondent

Rs. 15000 - Rs. 25000 4 6 12 4 2 28

Rs. 25000 - Rs. 50000 9 20 25 9 4 67

Greater than Rs. 50000 6 11 25 11 2 55

Total 19 37 62 24 8 150

Table 7.1.2.43

Chi-Square Tests







Table 7.1.2.44


the respondents and whether they would not recommend the brand to others for purchase

after seeing the cause related ad since the degree of significance is 0.902 which is greater

than 0.05.

108


7.2.2 Anova

What are the factors that make you watch an entire advertisement without wanting to

change the channel?

Ho: There is no significant difference in the factors that would make a respondent to watch an

entire advertisement

Ha: There is a significant difference in the factors that would make a respondent to watch an

entire advertisement

ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 217.530 15 14.502 15.375 .000

Within Groups 2248.687 2384 .943

Total 2466.216 2399

Table 7.2.2.1

Homogeneous Subsets

VAR

00001 N

Subset for alpha = 0.05

1 2 3 4 5 6 7 8

10 150 3.21

7 150 3.23 3.23

9 150 3.33 3.33 3.33

12 150 3.41 3.41 3.41 3.41

4 150 3.47 3.47 3.47 3.47 3.47

13 150 3.49 3.49 3.49 3.49 3.49

15 150 3.49 3.49 3.49 3.49 3.49

14 150 3.55 3.55 3.55 3.55 3.55 3.55

1 150 3.61 3.61 3.61 3.61 3.61

6 150 3.65 3.65 3.65 3.65

16 150 3.71 3.71 3.71

109


3 150 3.73 3.73 3.73

2 150 3.82 3.82 3.82

11 150 3.89 3.89

5 150 4.15 4.15

8 150 4.34

Sig. .156 .057 .209 .240 .134 .134 .209 .941

Means for groups in homogeneous

subsets are displayed.

Table 7.2.2.2

Reject Ho, i.e. there is significant difference between factors that would make a respondent

watch an entire ad without changing the channel since the degree of significance is 0.000

which is lesser than 0.05. Also from the above table 7.2.2.2, it is observed that humour in an

ad or an ad starring the respondents favourite celebrity are the most important parameters in

what would make them watch the advertisement without having to change the channel. The

least important parameters are the duration of the ad or the ad of the respondents preferred

brand.

What are the factors that make the respondent remember the advertisement?

Ho: There is no significant difference in the factors that would make a respondent remember

an advertisement

Ha: There is a significant difference in the factors that would make a respondent remember

an advertisement

ANOVA


Between Groups 337.913 9 37.546 32.542 .000

Within Groups 1719.087 1490 1.154

Total 2056.999 1499

Table 7.2.2.3

110


VAR

00001 N


1 2 3 4

5 150 2.81

9 150 2.84

10 150 2.93

6 150 2.93

8 150 2.96

7 150 3.47

4 150 3.55

1 150 3.73 3.73

3 150 3.99 3.99

2 150 4.13

Sig. .975 .530 .530 .982

Means for groups in homogeneous subsets are displayed.

Table 7.2.2.4

Reject Ho, i.e. there is significant difference between factors that would make a respondent

remember the ad since the degree of significance is 0.000 which is lesser than 0.05. Also

from the above table 7.2.2.4, it is observed that humour in an ad and creativity in an ad are

the most important parameters that would make them remember the advertisement. The least

important parameters are the vagueness of the ad and the non-celebrity model used in the ad.

What kind of advertisement do the respondents like watching frequently?

Ho: There is no significant difference in the kind of advertisement that would make the

respondent watch the ad frequently

Ha: There is a significant difference in the kind of advertisement that would make the

respondent watch the ad frequently

111


ANOVA


Between Groups 189.696 9 21.077 19.588 .000

Within Groups 1603.280 1490 1.076

Total 1792.976 1499

Fig 7.2.2.5

VAR

00001 N


1 2 3

4 150 2.85

9 150 3.03

2 150 3.42

3 150 3.43

10 150 3.50

5 150 3.52

7 150 3.57

1 150 3.77

6 150 3.79 3.79

8 150 4.16

Sig. .891 .058 .068

Means for groups in homogeneous subsets are displayed.

Fig 7.2.2.6

Reject Ho, i.e. there is significant difference between the kind of ads that a respondent would

prefer watching frequently since the degree of significance is 0.000 which is lesser than 0.05.

Also from the above table 7.2.2.6, it is observed that respondents mostly prefer watching ads

which are informative and creative. Respondents don‘t like to see repeat ads having stunts

performed in them.

112


7.2.3 Factor Analysis

Rotated Component Matrixa

Component

1 2 3 4

Specifies whether the respondent feels that the ads of a brand that convey a social

message are not important .745 .195 -.073 -.031

Specifies whether the respondent feels that more brands should get into social

cause related advertisements -.122 -.060 .103 .733

Specifies whether the respondent feels that there is no difference between social

ads and any other ads .776 .175 .012 -.218

Specifies whether the respondent takes less interest in watching an ad of a brand

that conveys a social cause .539 .444 -.245 .098

Specifies whether the respondent doesn’t like ads of a brand that convey a social

message .615 .529 .062 -.205

Specifies whether the respondent doesn’t mind watching ads of a brand that

convey a social message more than once -.351 .106 .659 .301

Specifies whether the respondent discusses ads that convey a social message

with colleague .154 -.183 .844 .091

Specifies whether the respondent does not recommend family and friends to watch

ads of brands that convey a social message .520 .452 -.295 .026

Specifies whether the respondent writes about ads that convey a social message

on social networking websites .429 -.008 .155 .663

Specifies whether the respondent feels that social ads are a good tool to increase

social awareness -.284 -.104 .084 .603

Specifies whether the respondent changes the channel when social ads are being

aired on television .391 .467 -.482 -.160

Specifies whether the respondent feels that brands should not get into social

cause related advertisements .026 .762 -.099 -.063

Specifies whether the respondent feels that social cause related advertisements

are tacky .271 .770 .081 -.198

Specifies whether the respondent feels that social cause related advertisements

should not be aired on all channels .341 .720 -.167 .067

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.

Table 7.2.3.1

From the above table four clear type of respondent groups come out. First group of

respondents are those who do not watch cause related advertisements. Second group of

113


respondents are those who do not believe in the concept of cause related advertisements.

Third group of respondents are those who watch cause related advertisements. Finally the

fourth group of respondents are those who believe in cause related advertisements.

114


Chapter 8 Suggestions and Recommendations

8.1 Summary of the Analysis

Majority of the respondents spend around 1-2 hours watching television everyday

Majority of the respondents surf the channels when advertisements are aired

According to the viewing habits, maximum respondents if at all watch an

advertisement, they watch it completely

Most of the respondents disagree to the statement that ads are dull

The number of respondents who agree to the statement that advertisements are

informative are in a majority

A majority of the respondents feel that advertisements are a good way to be updated

about the latest market offerings

The number of respondents who agree to the statement that advertisements can be a

major source of social awareness are in majority

Majority of the respondents disagree to the statement that they find advertisements to

be unnecessary

The statement that advertisements can be watched only once, has been disagreed upon

by many respondents

A majority of the respondents agree that advertisements are not a god way to follow

their favourite celebrity

The number of respondents who disagree to paying a bit extra so as to avoid watch

advertisements is very high

Most of the respondents have agreed to watch an entire advertisement if it featured

their favourite brand

115


Many of the respondents just watch the entire advertisement for its music

As in the case of the music of an advertisement, many respondents watch an entire

advertisement because of the graphic/visual affects

Along with music and graphic/visual effects, the models in an advertisements also

attract maximum viewers

Humour is one of the major contributor which makes an advertisement to be watched

the maximum

Maximum respondents agree to watching an advertisement because of the emotions

portrayed

Respondents strongly agree that they would watch an entire advertisement beca use of

the creativity of the ad

Many of the respondents agree to watch an advertisement because of the stunts

performed

The storyline of an advertisement acts as a major aspect as to which the respondent

watches the entire advertisement

The respondents neither agree nor disagree to the statement which states that social

awareness advertisements make active participation in social causes

The disagreement frequency is high in the case of social cause related advertisements

and how they do not motivate the respondent to get socially involved

Cause related advertisements motivate the respondents to involve others in helping

out for a social cause

Maximum respondents disagree that social cause does not make the respondent

socially aware

The social cause related advertisement makes the respondent look it up online most of

the time

116


Respondents agree to discuss about the social cause with others around them

Most of the respondents neither agree nor disagree to the statement that cause related

advertisement make them consider the brand as part of their purchase decision

Most of the respondents neither agree nor disagree to the statement that social cause

related advertisements make them want to not recommend the brand for purchase by

others

The highest number of respondents agree that they can recall the brand and the cause

it is associated with

Maximum of the respondents recall the social message after having seen the social

advertisement

The highest frequency of respondents recall the celebrity used after having seen the

social advertisement

Respondents agree to recall the jingle after seeing the social advertisement

Approximately 81% of the respondents could not match all the brands with the causes

they are associative with

The respondents neither agree nor disagree to the statement that they consider the

brand that do cause related advertisements as socially responsible brands

The frequency of respondents who agree that the keep seeing ads which convey a

social message is high

The statement that the ads that convey a social cause have little impact on the mind of

the respondents is highly disagreed

Many respondents disagree to the statement that they avoid buying products of brands

that do social cause related advertisement

The respondents highly agree that they would mind paying a premium for a product of

the brand that generates social awareness through its advertisement

117


Maximum frequency of respondents neither agree nor disagree that they would

associate with a brand for a long time if it conveys a social message in its

advertisement

There is no significant difference between gender of the respondent and the time spent

by the respondent watching television

There is a significant difference between age of the respondent and whether they find

advertisements to be unnecessary

There is a significant difference between the monthly household income of the

respondent and whether cause related ads would make them actively participate in a

social cause


respondent and whether cause related ads would make them socially involved


respondent and whether social causes make them look it up online


respondents and whether they give voice to the cause by writing about it on blogging

websites or social networking websites after seeing the cause related ad

There is significant difference between factors that would make a respondent watch

an entire ad without changing the channel

Humour in an ad or an ad starring the respondents favourite celebrity are the most

important parameters in what would make them watch the advertisement without

having to change the channel. The least important parameters are the duration of the

ad or the ad of the respondents preferred brand

There is significant difference between factors that would make a respondent

remember the ad

118


Humour in an ad and creativity in an ad are the most important parameters that would

make them remember the advertisement. The least important parameters are the

vagueness of the ad and the non-celebrity model used in the ad

There is significant difference between the kind of ads that a respondent would prefer

watching frequently

Respondents mostly prefer watching ads which are informative and creative.

Respondents don‘t like to see repeat ads having stunts performed in them

Four clear respondent groups are formed with respect to social ads, non-believers,

non-watchers, believers and watchers

119


8.2 Recommendations

Since most of the respondents spend only around 1-2 hours watching television, it

becomes very crucial for advertisers to place ads in time slots during which they can

get the most relevant reach

Most of the respondents surf the channel when ads are aired. Thus the advertisers

have to make sure that they grab the attention of the people in the first few seconds of

the ad

Since most of the respondents who watch an ad watch it completely, advertisers have

to make sure they make the first few seconds of the ad as interesting as possible

Most of the respondents felt that ads are a good way to be updated about the latest

offerings in the market. Thus advertisers should take care of this when they make the

advertisement

Many respondents feel that ads can be watched many times. I think ads should come

up in parts which can keep respondents interested in the ad

Most of the respondents don‘t think ads are a good way to follow their favourite

celebrity. Thus brands should keep this in mind and avoid making ads which focus

more on the celebrity

Many respondents are not willing to pay extra to avoid watching ads. Thus advertisers

can be a little relived of ad free channels

Most of the respondent said that they would watch the entire ad if the music in the ad

was good. Thus advertisers should ensure to capture the attention of the viewers by

using good music in the ad

Ads having humour in them are very popular among the respondents. Thus advertisers

should engage the respondents in the ad by using a bit of humour in them

Along with humour, even emotions portrayed in ads make respondents watch the ad

120


The ads should have a good storyline so as to engage the viewers long enough to

watch the complete advertisement

One way to engage the viewers is by motivating them to help the brand in its cause as

most respondents feel social ads motivates them to get socially involved

Most viewers would try and get others socially involved as well. This means more

people will come to know about the brand and its association with the said cause

Many respondents look up the social cause online after seeing the cause related ad.

Thus the brand should make its association with the brand well placed online

Since most of the respondents discuss the cause after seeing a cause related ad, it is

very important for advertisers to make the ads in such a way that when the cause is

being discussed, the brand gets discussed as well

The respondents feel they are able to better recall the brand if it gets into cause related

advertising

Though most respondents say they recall the brand and the social campaign associated

with it, most of the respondents are not able to match the brand and its campaign

correctly. Since many companies are getting into this, the brand should associate with

a cause that is related to what they do.

Though most respondents are willing to associate with a brand if it gets into cause

related advertising, many of them are not willing to pay a premium for the product so

as to help the brand out in the cause it is fighting for

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Chapter 9 Conclusion

Though people like watching social cause related ads, the brands should be careful as

to which cause they associate themselves with. If the association is not right, all the

effort will be in vain

The brands association with the cause should be consistent and long term for the

effect to be seen. Otherwise what little impact the ad will have on the brand will be

forgotten and the brand will lose favourability among the people

With so many advertisers trying so many ways to gain the attention of the viewers, it

has become very difficult to get a space in the mind of the consumer. But it is found

that brands that make use of humour in their ad, favour well with the respondents

For a brand to make a very good social ad, it has to ensure that it gets the respondent

to participate in the cause and also motivates them to get others involved in the cause

Online is a very good medium for the brand to show its association with a cause. To

engage the viewer the online medium is a very nice way to get them involved. Thus

brands should make forums and a website and make sure that it is regularly updated

so as to encourage more people to get involved

People feel that brands that get into cause related advertisements are socially

responsible brands and thus generate a good opinion about the brand in the minds of

the consumers. This is very important from the brands point of view

Brands should not ask consumers to pay for a premium just because they would be

helping in the cause as the consumers are not willing to purchase the product then.

But they are willing to be associated with the brand for a long time if the brand shows

its association with the cause over the period of time

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Annexure I

List of Tables

123


List of Figures

124


Questionnaire

This questionnaire is purely for research purpose and the responses will be kept strictly

confidential.

Note: Please proceed only if you watch advertisements. If you do not, then kindly return the

blank questionnaire.

Demographics

Q1. Gender? Please tick ()

o Male

o Female

Q2. Which age group do you belong to?

o 21 years – 30 years



Q3. Which monthly household income group do you belong to?

o Rs. 15,000 – Rs. 25,000

o Rs. 25,000 – Rs. 50,000

o Greater than Rs. 50,000

Name

125


Q4. Could you please tell me the amount of time spent by you daily on watching TV? (Please

select one answer)

o Less than 1 hour

o 1-2 hours

o 3-4 hours

o More than four hours

Q5. What is your attitude towards watching TV advertisements? (Please select one answer)

o I surf the channel when advertisements are aired

o I watch the advertisements because they are aired

o I consciously watch advertisements

Q6. What is your advertisement viewing habit? (Please select one answer)

o I have never watched a complete advertisement

o If at all I see an advertisement, I watch it completely

o It does not matter to me if an advertisement is being aired

126


Q7. Rate the following statements regarding advertisements on the basis of level of

agreement you have with them on a scale of 1-5. (Please select one in each row)

Strongly Disagree

Disagree Neither Agree nor Disagree

Agree Strongly Agree

I find ads to be dull 1 2 3 4 5

I find ads to be informative 1 2 3 4 5

I feel ads are a good way to be updated

on the latest offerings in the market

1 2 3 4 5

I feel ads are not a good way to compare

products

1 2 3 4 5

I feel ads are a good medium to raise social awareness

1 2 3 4 5

I find ads to be unnecessary 1 2 3 4 5

I feel ad jingles are a good source of

mobile ringtones

1 2 3 4 5

I feel ads can only be watched once 1 2 3 4 5

I feel ads are a not a good way to follow

my favourite celebrity

1 2 3 4 5

I would not mind paying a bit extra if it means I can avoid watching ads

1 2 3 4 5

127


Q8. Rate the following parameters on a scale of 1-5(1 being ‗Strongly Disagree‘ and 5 being

‗Strongly Agree‘) as to what makes you watch an entire ad without wanting to change the

channel? (Please select one in each row)

Strongly

Disagree

Disagree Neither Agree

nor Disagree

Agree Strongly

Agree

Preferred brand 1 2 3 4 5

Music 1 2 3 4 5

Graphics / Special Effects 1 2 3 4 5

The models in the ad 1 2 3 4 5

Humour in the ad 1 2 3 4 5

Emotions in the ad 1 2 3 4 5

The ad is of my preferred brand 1 2 3 4 5

The ad stars my favourite celebrity 1 2 3 4 5

Creativity of the ad 1 2 3 4 5

Duration of the ad (10-15sec) 1 2 3 4 5

Stunts performed in the ad 1 2 3 4 5

Storyline of the ad 1 2 3 4 5

Frequency of the ad (does not air regularly)

1 2 3 4 5

Clarity of the ad 1 2 3 4 5

Believability of the ad 1 2 3 4 5

Product category 1 2 3 4 5

Jingle 1 2 3 4 5

128


Q9. Rate the following parameters of an ad that make you remember it on a scale of 1-5, (1

being ‗Least Important‘ and 5 being ‗Very Important‘). (Please select one in each row)

Least

Important Less

Important Important More

Important Very

Important

Likeability (whether you like the ad)

1 2 3 4 5

Creativity (how creative was the

ad)

1 2 3 4 5

Humor (if humor in an ad makes

you remember it)

1 2 3 4 5

Emotions (if the emotions in ads make you remember it)

1 2 3 4 5

Vagueness (if you remembered the ad because it was very

vague)

1 2 3 4 5

Frequency (number of times you saw the ad)

1 2 3 4 5

Cause related (if I like the cause it is associated with)

1 2 3 4 5

Celebrity (I remember the ad

because of the presence of a known face)

1 2 3 4 5

Non-celebrity model (I remember the ad because the non-celebrity model was good)

1 2 3 4 5

Stunts performed in the ad 1 2 3 4 5

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Q10. Which kind of ads do you prefer watching repeatedly? (Please select one in each row)

Least

Preference

Low

Preference

Neutral High

Preference

Highest

Preference

Ad which is only humorous 1 2 3 4 5

Ad only associated with a

social cause

1 2 3 4 5

Ad only having a good jingle 1 2 3 4 5

Ad only starring my favourite

celebrity

1 2 3 4 5

Ad which is of a brand that

interest me

1 2 3 4 5

Ad that is very informative 1 2 3 4 5

Ad that tries to connect

emotionally with the consumer

1 2 3 4 5

Ad which is very creative 1 2 3 4 5

Ad that has stunts performed

in it

1 2 3 4 5

Ad that is my of preferred

brand

1 2 3 4 5

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Q11. What is your attitude towards advertisements of brands which convey a social message?

(Please select one answer in each row)

Strongly Disagree



I feel ads of brands that convey a

social message are not important

1 2 3 4 5

More brands should get into

social cause based advertisements

1 2 3 4 5

There is no difference in ads of

brands that convey a social message and any other ad

1 2 3 4 5

I take less interest in watching the ad of a brand that conveys a social cause

1 2 3 4 5

I don‘t like ads of brands which convey a social message

1 2 3 4 5

I don‘t mind watching ads of brands that convey a social message more than once

1 2 3 4 5

I discuss the ad of brands that convey a social message with my

colleague

1 2 3 4 5

I don‘t recommend my family and friends to watch ads of

brands that do social cause related ads

1 2 3 4 5

I write about such ads on social networking websites

1 2 3 4 5

Such ads are an important tool to

increase social awareness

1 2 3 4 5

I change the channel when such

ads are being aired

1 2 3 4 5

I feel brands should not get into such kind of advertisements

1 2 3 4 5

I find such advertisements to be tacky

1 2 3 4 5

131


I think such ads should not be aired on all channels

1 2 3 4 5

Q12. What is the impact of a social cause related advertisement on you? (Please select one

answer in each row)

Strongly

Disagree


nor Disagree

Agree Strongly

Agree

It makes me actively participate in the social cause

1 2 3 4 5

It does not motivate me to get

socially involved

1 2 3 4 5

It motivates me to involve others 1 2 3 4 5

It does not make me socially aware 1 2 3 4 5

I look up the social cause on the internet

1 2 3 4 5

I discuss the cause with friends and

colleagues

1 2 3 4 5

I give voice to the cause by writing about it on blogging or social networking websites

1 2 3 4 5

I don‘t consider the brand as part of

my purchase decision

1 2 3 4 5

I don‘t recommend others to purchase the brand

1 2 3 4 5

132


Q13. What aspect of the social ads that you have seen do you recall? (Please select one

answer in each row)

Strongly

Disagree


nor Disagree

Agree Strongly

Agree

I remember the brand and the cause

they are associated with

1 2 3 4 5

I remember the social message 1 2 3 4 5

I remember the celebrity used 1 2 3 4 5

I remember the jingles in the ad 1 2 3 4 5

Q14. Match the below mentioned brands with their respective social cause related

advertisements? (Please enter the serial number of the brand next to its matching social ad

campaign)

Serial No.

Brand Social ad campaign Serial No. of the brand

1. Idea Nanhi kali

2. Tata Tea Conserve Fuel – switch off the car at the signal

3. Surf Excel Child education

4. Aircell Teach India

5. Mahindra & Mahindra Jaago re – Anti-corruption campaign

6. Times Of India Save tigers

7. Maruti Save trees

8. HPCL Safe driving

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Q15. Rate the below mentioned social ad campaigns on the basis of likeability and its impact

on purchase?

Likeability Impact on purchase

Nanhi kali 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Conserve Fuel (switch off the car at

the signal)

1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Child education 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Teach India 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Jaago re – Anti-corruption campaign

1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Save tigers 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Save trees 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Safe driving 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Q16. State your agreement on the below statements.

Strongly Disagree



Brands that do cause related advertisements are socially

responsible

1 2 3 4 5

Social cause related advertisements have no effect on my perception of

the brand

1 2 3 4 5

I can keep seeing ads which convey a social cause

1 2 3 4 5

Ads that convey a social cause

have little impact on my mind

1 2 3 4 5

I avoid buying products of brands that do social cause related

advertisements

1 2 3 4 5

I would not mind paying a premium for a brand that generates social awareness through its ads

1 2 3 4 5

I would associate myself with the

brand for a long time if it conveys social messages in its

advertisements

1 2 3 4 5

Thank You!

134


Bibliography

Books referred:-

Philip Kotler – Marketing Management

Sue Adkins – Cause Related Marketing

Journal articles:-

FICCI KPMG Report on Media and Entertainment Industry 2011-06-21 1

Crisil Research Report on Media and Entertainment 2009

UNDP publication - ―What drives CSR in Indian industries?‖

MIT Sloan management review – ―How social-cause marketing affects consumer perception‖

International Marketing Conference on Marketing and society – ―Cause Related Marketing:

A Tactic or Strategy?‖

Online websites:-

http://www.causemarketingforum.com

http://www.warc.com

consumer attitude and behaviour towards cause related advertisements

Documents