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Another significant feature of the advertisements is to provide useful information about the products and services. Interestingly 85.4% of the respondents have agreed that the ads provide such information to the consumers. 2. Celebrities’ appeal TABLE-2 Celebrities' appeal have high impact on viewers Valid Strongly Disagree Frequency Percent Valid Percent Cumulative Percent 21 2.6 2.6 2.6 Disagree 155 19.4 19.4 22.0 Agree 386 48.2 48.2 70.2 Strongly Agree 238 29.8 29.8 100.0 Total 800 100.0 100.0 [Source: Primary Data] Liking the advertisements where the celebrities appear in, is different; whether such advertisements make any impact on the viewers is totally different. It is again interesting here to note that, according to 78 % of the respondents, Celebrities' appeal have high impact on viewers. 3. Creativity TABLE-3 There is wide scope for creativity in TV ads Valid Strongly Disagree Frequency Percent Valid Percent Cumulative Percent 18 2.2 2.2 2.2 Disagree 49 6.2 6.2 8.4 Agree 359 44.8 44.8 53.2 Strongly Agree 374 46.8 46.8 100.0 Total 800 100.0 100.0 [Source: Primary Data] It is remarkable to note that 91.6% of the respondents have endorsed the view that there is a wide scope for creativity in the TV commercials today. Only 8.4% of the respondents have denied this perspective. 4. Music TABLE-4 Music attracts than any other aspect of ads Valid Strongly Disagree Frequency Percent Valid Percent Cumulative Percent 13 1.6 1.6 1.6 Disagree 112 14.0 14.0 15.6 Agree 344 43.0 43.0 58.6 Strongly Agree 331 41.4 41.4 100.0 Total 800 100.0 100.0 [Source: Primary Data] In support to the previous table, the above table also shows that 84.4% of the respondents say that music attracts them than any other aspect of advertisements. 5. Lyric TABLE-5 Tunes and Lyrics get instilled in mind - we recall and hum Valid Strongly Disagree Frequency Percent Valid Percent Cumulative Percent 40 5.0 5.0 5.0 Disagree 131 16.4 16.4 21.4 Agree 273 34.1 34.1 55.5 Strongly Agree 356 44.5 44.5 100.0 Total 800 100.0 100.0 [Source: Primary Data] When we listen to some film-songs - whether it is classical, melodious, folk or rock-beat – if we like them, they get instilled in our minds and we use to hum it. Whether it happens in case of lyrics and tunes of advertisement songs also? 78.6% of the respondents say “yes”. 6. Punch-line TABLE-6 Taglines and slogans make the ads familiar Valid Strongly Disagree Frequency Percent Valid Percent Cumulative Percent 42 5.2 5.2 5.2 Disagree 124 15.5 15.5 20.8 Agree 299 37.4 37.4 58.1 Strongly Agree 335 41.9 41.9 100.0 Total 800 100.0 100.0 [Source: Primary Data] www.theinternationaljournal.org > RJSSM: Volume: 01, Number: 10, Feb-2012 Page 67
Another familiar aspect of the ads is the taglines and slogans. There are lots of punch-lines in the ads like “Appadiye sappiduven” (Tamil) of Horlicks, “Ithu namma ooru vandi” (Tamil) of TVS, “Neenga Ujaalaavukku maareetteengalaa?” (Tamil) of Jyothi Laboratories, “Palichunnu oru maatram” (Tamil) of Vivel soap, etc. Here, 73.3% of the respondents agree that the taglines and slogans make the ads familiar. 7. Logic Valid Strongly Disagree TABLE-7 Ads have Logic Frequency Percent Valid Percent Cumulative Percent 15 1.9 1.9 1.9 Disagree 60 7.5 7.5 9.4 Agree 324 40.5 40.5 49.9 Strongly Agree 401 50.1 50.1 100.0 Total 800 100.0 100.0 [Source: Primary Data] Any communication without logic is non-sense. Logic adds meaning and a sense of completeness to the advertisements. Here, interestingly 90.6% of the respondents agree that the advertisements of today have enough logic. Perception During this stage, the viewers perceive the advertisements in a certain way. The above mentioned variables intervene the perception. The viewer is impressed or irritated by one or more variables. Based on this, the viewers starts to like or dislike the advertisement. Impact Based on how the viewer perceives the advertisement, he forms an attitude in his mind about the advertisement, the product, the brand or a combination of these. The attitude may be positive or negative. The degree of the positivity or negativity would also matter a lot. This attitude reflects on the buying behaviour of that viewer/consumer. If the viewer or consumer is impressed by the advertisement of a product or brand may be motivated to purchase and consume that product. If the viewer does not like the advertisement or does not believe the advertisement‟s appeal, he may ignore/reject the product or brand. The following table, as discussed in the middle of this chapter, authenticates the relationship between motivation by the ads and purchase of products. “Purchases in the past 10 years” and “Motivation by the advertisements” Case Processing Summary "I have bought lot of things because of ads in the past 10 years" * Ads have motivated me to buy things Cases Valid Missing Total N Percent N Percent N Percent 800 100.0% 0 .0% 800 100.0% Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 2.919E2 a 9 .000 Likelihood Ratio 240.756 9 .000 Linear-by-Linear Association N of Valid Cases 800 154.807 1 .000 a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 9.36. Promotion or Contagion This stage happens according to the result of the Impact stage. If the viewer does not get impressed by an ad and does not purchase/consume the product concerned, he will not enter this stage. But when the viewer/consumer purchases and consumes the product, he enters this stage. If the viewer concerned is satisfied with the performance of the products, he may share his joy and experience with his home mates, colleagues, friends, etc. This will directly or indirectly promote the product or brand concerned. But, when the viewer becomes dissatisfied with the performance of the product/brand, or feels deceived by the false hope given by an advisement, he may criticize and propagate against the advertisement or the product concerned. This may be called „Behaviour-contagion‟. Thus the advertisements intervene the consumer behaviour through the five stages as shown the conceptual model developed by the author. Here, the fifth stage is not analyzed or tested by the researcher, in the present study. Hence, the model is left for the testing and further analysis of the future research. References 1. Antonio G. Chessa and Jaap M. J. Murre, “A Neuro cognitive Model of Advertisement Content and Brand Name Recall”, Marketing Science, Vol. 26, No. 1, Jan. - Feb., 2007, pp. 130-141. 2. Brad J. Bushman Colleen M. Phillips, “If the Television Program Bleeds, Memory for the Advertisement Recedes”, Current Directions in www.theinternationaljournal.org > RJSSM: Volume: 01, Number: 10, Feb-2012 Page 68
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Table of Contents Articles-HR Worki
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Lifelong Learning: The Challenge in
Page 6 and 7:
the fact that Indian society tradit
Page 8 and 9:
stakeholder led partnerships (Guile
Page 10 and 11:
Defarges, P M (1996), Les organizat
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Rubenson K (2006), Constructing the
Page 14 and 15:
Looking at the organization also we
Page 16 and 17:
[10]Nilles,Jack M.(1974), The Telec
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THE EVOLUTION OF HUMAN RESOURCE DEV
Page 20 and 21: the treatment meted out by the top
Page 22 and 23: 1.Number of pucca houses doubled fr
Page 24 and 25: in the rural markets of India‖. I
Page 26 and 27: Sustainable Development in Educatio
Page 28 and 29: esponsible citizens, we can economi
Page 30 and 31: Study of Impact of Green Marketing
Page 32 and 33: est path forward. The authors have
Page 34 and 35: pollution tax. While converse may n
Page 36 and 37: established which started as privat
Page 38 and 39: Principles of Sound lending The ban
Page 40 and 41: Mithila State Dr. Prem Chandra Thak
Page 42 and 43: (Jatasankar jha PP59 Beginning of m
Page 44 and 45: Leadership to manage Emotions in He
Page 46 and 47: will to pursue it through the devel
Page 48 and 49: thing to do.” There are a few oth
Page 50 and 51: Blake, R. and McCanse, A.A. (1991),
Page 52 and 53: and hence considered the most impor
Page 54 and 55: % of Respondents Percentage of Resp
Page 56 and 57: S.No Income (Rs.) Average monthly f
Page 58 and 59: Bibliography [1] Binu Mathew (2006)
Page 60 and 61: Knowledge evolves over time with ex
Page 62 and 63: The cycle works as follows: A. Figu
Page 64 and 65: of companies listed on Jakarta Isla
Page 66 and 67: [4] R. Ball and P. Brown. "An empir
Page 68 and 69: CKK‟s Advertisement Intervention
Page 72 and 73: Psychological Science [A Journal of
Page 74 and 75: • Have a personal action plan for
Page 76 and 77: • But all the units of the organi
Page 78 and 79: Role of Supply chain in successful
Page 80 and 81: POPULATION, SAMPLING AND SAMPLING S
Page 82 and 83: REFERENCES 1. Ademeso, O.S.and Wind
Page 84 and 85: Table-2:ANOVA Test - Type of owners
Page 86 and 87: Levels of Human Resource Developmen
Page 88 and 89: Area of Moderate backwardness As ma
Page 90 and 91: Criminal Code of Thailand, B.E. 249
Page 92 and 93: In phase 6, the validation will be
Page 94 and 95: 1. Risk factors research Reduce fra
Page 96 and 97: Supply chain management is an integ
Page 98 and 99: . B. Raja Shekar, GVRK Acharyulu, L
Page 100 and 101: other words, it simply means a plan
Page 102 and 103: and encourages communalism which is
Page 104 and 105: From this paper, it has been found
Page 106 and 107: confinement of the research. Thirdl
Page 108 and 109: sentence in India. Adequate safegua
Page 110 and 111: amount of compensation from the Sta
Page 112 and 113: in Joginder Kumar Singh case. It is
Page 114 and 115: 111 TABLE 1. DISTRIBUTION OF WORKER
Page 116 and 117: Appraisal system of the company pay
Page 118 and 119: ITC Limited has a long history of a
Page 120:
CONCLUSION The survey indicated tha
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