Table of Contents

CKK‟s Advertisement Intervention Model
[A Conceptual Model]
Dr. C.K. Kotravel Bharathi, Principal, Sri Kandhan College of Arts and Science,
Erode-Salem Highway, ERODE
Today, the term „advertisement‟ is very popular
and well known to every one of us. It intervenes in each of
our lives every day. We see the advertisements on the
television, in the newspapers, on the trash containers, in the
magazines, on our mail, on the vehicles, on the bill-boards,
etc. Advertisements on the FM radio channels are also very
popular today. It is a part of our daily life and we are
conscious of it.
The television commercials have set a complete
transformation in all aspects in the new millennium. Use of
technology, animation, lateral thinking in presentation and
like this, lots of changes have taken place in the television
advertisements. But to what extent these effects have
reached the viewers? How do the viewers/consumers
perceive about the various aspects of these advertisements?
Whether these advertisements have made a positive impact
in the viewers in the past 10 years? These are the questions
that arise in our minds immediately, when we discuss about
the advertisements of today. The collection of these
questions has been taken as the problem for the purpose of
this study.
Objectives of the Study
1. To analyze the relation (if any) between
demographic characteristics of the consumers and
their TV watching-customary.
2. To analyze the influence of various television
channels and the programmes on the consumers.
3. To identify the positive and negative aspects of the
television advertisements in the perception of the
consumers.
4. To analyze the perception of the consumers
towards various features of television
advertisements.
5. To analyze the impact of the television
advertisements on the buying behaviour of the
consumers.
Scope of the Study
The present study deals with analyzing the
perception of the consumers regarding various TV
commercials. The study has taken into consideration the
demographic background of the viewers and analyses the
relation between the demographic characters and the TV
watching habitual. It also analyses what are the various
televisions channels and the programmes that influence the
viewers. It analyses the leading channels and the leading
programmes in the perception of the viewers. It
significantly deals with the analysis of the positive and
negative attitudes of the viewers, towards the television
commercials.
It further analyses the perception of the
viewers/consumers regarding various aspects and
components of the television commercials. Very
importantly it deals with the analysis of the impact of
television advertisements on the buying behaviour of the
viewers/consumers. It has come out with lot of findings.
Sample Design
A sample design is a definite plan for obtaining a
sample from a given population. It refers to the technique or
the procedure the researcher would adopt in selecting items
for the sample. Sample design may as well lay down the
number of items to be included in the sample, i.e., the size
of the sample. Sample design is determined before data are
collected. There are many sample designs from which a
researcher can choose. Some designs are more precise and
easier to apply than others. Researcher must select/prepare
a sample design which should be reliable and appropriate
for his research study.
The Universe for this Study
The universe for this study is constituted by the
television-watching population of Tamilnadu. The general
population of Tamilnadu may be definite for the purpose of
any study when we confine to the population available on a
particular day on the reliable records. But the televisionwatching
population taken up for this study is exactly not
available on any of the available sources. So, the universe
for this study is infinite.
The Sampling Technique
As the population or universe taken up for this
study is not finite, the researcher could not go for exact
randomization of sample. But, still for the purpose of the
ensuring accuracy of the results, the researcher wanted to
establish a sampling plan which is a combination of two or
three sampling techniques. Thus the sampling plan for the
purpose of this study is consisting of the following
techniques.
1. Purposive sampling
2. Quota sampling
The researcher wanted to select four districts out of
32 districts in Tamilnadu. For this purpose, the area
sampling technique was adopted as follows.
S. No. Region District Selected
1 North Chennai
2 Central Coimbatore, Erode
4 South Madurai
Quota Sampling
Quota sampling is one of the non-probability
sampling techniques. Under Quota-sampling, the
interviewers are simply given quotas to be filled from the
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