DISSERTATION REPORT

ON
Effectiveness and Impact of Television Advertisements on
Indian Consumer Behaviour vis--vis Telecom Products

SUBMITTED TO
MANAGEMENT DEVELOPMENT INSTITUTE, MURSHIDABAD

IN FULLFILMENT OF THE REQUIREMENTS FOR THE

AWARD OF
POST GRADUATE PROGRAM IN MANAGEMENT
SUBMITTED BY:
(Siddhartha Arora)
15 PGPM 2014-116
PGPM BATCH 01
UNDER GUIDENCE OF:
Dr. Sunil Giri,
PGPM CHAIRPERSON
MDI - MURSHIDABAD

CERTIFICATE

This is to certify that Mr. Siddhartha Arora, Entry number 15 PGPM 2014-16, a student of
PGPM in Management Development Institute, Murshidabad, has carried out the Summer
Internship presented in this report titled Effectiveness and Impact of Television
Advertisements on Indian Consumer Behaviour vis--vis Telecom Products upon fulfilment
of Post Graduate Program in Management for the batch 2014-16, under my guidance.

(Signature)
Dr. Sunil Giri
Date: 31st March 2016

DECLARATION

I, Siddhartha Arora, hereby declare that the project work entitled Effectiveness and Impact
of Television Advertisements on Indian Consumer Behaviour vis--vis Telecom Products
submitted towards the fulfilment of requirements for the award of Post Graduate Program in
Management is my original work and the dissertation has not formed the basis for award of
any degree, associate ship, fellowship or any similar title to the best of my knowledge.

Place: Murshidabad

(Signature of Student)

Date: 31st March 2016

Siddhartha Arora
15 PGPM 2014-16

ACKNOWLEDGEMENT

A dissertation project is a golden opportunity for learning and self-development. I consider

myself very fortunate to have so many wonderful people leading me through the completion
of this project. I would like to take this opportunity to convey my heartfelt thanks to Dr. Sunil
Giri (PGPM-Chairperson, MDI-M) & Dr. Pinku Paul (Faculty, MDI-M) , who despite their
exceedingly demanding schedules, took time out to hear, guide and mentor me throughout the
duration of the project.
Additionally, I am also thankful to all my friends for their co-operation and good wishes. Last
but not the least, I would like to convey my appreciation towards my beloved parents for their
constant inspiration and blessings without which this project work could not have been
completed.
Any omission in this brief acknowledgement does not mean lack of gratitude.

Siddhartha Arora
PGPM 2014-2016
MDI Murshidabad

TABLE OF CONTENTS
Executive Summary ..................................................................................................................... 5
Chapter - 1 .................................................................................................................................. 6
1.1 Introduction ........................................................................................................................... 7
1.1.1.

Analysis of Advertisement Strategies of Bharti Airtel Ltd ........................................... 8

1.1.2.

Objectives of the Project ............................................................................................ 9

1.2.

Literature Review ........................................................................................................... 10

Chapter -2 ................................................................................................................................. 11
2.1. Research Methodology ........................................................................................................ 12
2.1.1. Research Design ........................................................................................................... 12
2.1.2. Describing the Six Ws for Descriptive Research ............................................................. 12
2.1.3. Sample Selection .......................................................................................................... 13
2.1.4. Descriptive Summary: The Process Flow ....................................................................... 14
2.2. Demographic profiles of Respondents .................................................................................. 15
Chapter - 3 ................................................................................................................................ 16
3.1. Findings and Interpretation .................................................................................................. 17
3.1.1. Findings from Secondary Research ................................................................................ 19
3.2. Analysis ............................................................................................................................. 22
3.2.1. Qualitative Analysis ...................................................................................................... 22
3.2.2. Methodology Word Associations ................................................................................ 22
3.3. Quantitative Analysis .......................................................................................................... 25
3.3.1. Factor Analysis............................................................................................................. 25
3.3.2. Factor Analysis............................................................................................................. 29
3.3.3. Discriminant Analysis ................................................................................................... 32
Chapter - 4 ................................................................................................................................ 35
4.1. Results and Conclusion........................................................................................................ 36
4.2. Limitations of the Project..................................................................................................... 37
4.3. Future Scope of Study ......................................................................................................... 37
4.4. Learning from the Final Research Project ............................................................................. 38
References ................................................................................................................................. 39
Annexure 1 [Questionnaire] .................................................................................................. 40

EXECUTIVE SUMMARY

The Project aims at finding the impact of advertisements on the buying behaviour of the
consumers in the telecom business with special reference to Bharti Airtel Ltd.. The research
has been done with 100 respondents as the sample size for the quantitative analysis while for
the qualitative analysis, insights from 15 respondents were taken. The TV commercials are
found to be more memorable and influencing as compared to other forms of advertisements.
However, this study also revealed that social media advertisements are more influential these
days among the new generation. It could be observed from the research that the effectiveness
of Airtels advertisement in terms of communication and reach is moderate, and even if the
reach is more, the ads are not much recallable. This study is partly exploratory and partly
descriptive. Use of methods such as word associations and survey has been done as a data
collection technique. Finally, the respondents were classified into categories who had high
impact from TV commercials and those who had medium or low impact on the buying
behaviour. Factor analysis was also performed to reduce the dimensions and find the most
important features in a TV commercial that attracts the customers. The entire study revolves
around advertisements of the famous telecom Bharti Airtel Ltd. in India. However, as a
global view Bharti Airtel Ltd. has geographically different and exhaustive advertisement
strategies and taglines for customer attraction and retention.

Chapter - 1

1.1 Introduction
Project Title: Effectiveness Mapping and Impact Measurement of Advertisements on
Consumer Behaviour.
Description: To identify the impact that TV advertisements have on the buying behaviour of
consumers for telecom products and mapping the effectiveness of these advertisements in
terms of communication and reach.
This Research project aims at measuring the impact of advertisements of telecom products on
the consumer buying behaviour with special reference to Bharti Airtel Ltd. which is a
telecom major in India & Africa. Advertising is a marketing concept which aims to influence
the buying behaviour of customers. Whereas consumer behaviour is the process and activity
by which people select, purchase, evaluate and consume the product or service to satisfy the
need or want. In olden times marketers used different signs and symbols to market their
products and also to create awareness for the customers.
With the advancement and technology development now organizations focus to use print and
electronic media excessively. Use of different marketing promotional strategies has been
identified as an effective tool of creating awareness among the consumer population. Among
them is popular celebrity attachment with the particular brand. In developing countries where
majority of the population live in remote areas; the effects of Television (TV) advertisement
are very high. In these areas TV advertisement enhances the satisfaction level of products.
In order to study the influence of Advertisement in Consumer Brand Preference, three main
variables are considered with appropriate dimensions. They are

Information
Communication
Comprehension

The strategic components of a TV advertisement are:

Product: The aim of advertisement is to increase the demand for the new product

Consumer: Differentiation between the target audience and the target market segment

Idea of advertisement: The idea can be either fundamental or emotional.

a. Fundamental Advertisement: Personal benefit of TV advertisement
b. Emotional Advertisement: Stimulating the emotion of the targeted audience.
Bharti Airtel Ltd., uses emotional TV advertisements while for other forms of media for
advertising they use a mix of the emotional and fundamental advertisements. However, for
this study we have taken a reference of TV advertisement that creates an emotional appeal
thereby stating the low cost and high quality of its products and services and the availability.
The need to carry on with this project is to gain an idea that what in a TV advertisement
makes an impact on the consumers mind to try a product and become a regular customer for
the product and finally an apostle or a brand loyalist.

1.1.1. Analysis of Advertisement Strategies of Bharti Airtel Ltd.

Airtel maintains an extensive advertising campaign. In addition to the usual media including
television, radio, and newspaper ads, the company makes significant use of billboards and
signage, sponsors sporting events ranging from Regional Sports League to the International
Cricket Matches and Asian Games, and makes coolers of red drink with their logo available
for local events of all kinds. However, television ads remain the primary form of
advertisement.
Airtel has used 23 different slogans to advertise in India & Africa, as well as a few other
slogans for select countries and regions. Airtel claims itself to have been born free, a force
unleashed into the market with a relentless and unwavering determination to succeed. A
spirit charged with energy, creativity and a team driven to seize the day with an ambition
to become the most admired telecom service provider globally. Airtel, in just ten years of
operations, rose to the pinnacle of achievement and continues to lead.
As India's leading telecommunications company, Airtel brand has played the role of a major
catalyst in India's reforms, contributing to its economic resurgence. Today Airtel touch
people's lives with our Mobile services, Telemedia services, to connecting India's leading
1000+ corporates. Airtel also connect Indians living in USA, UK and Canada with their
callhome service.
Bharti Airtel Limited (Bharti Airtel) is one of Indias most popular providers of integrated
telecommunication services and is based in India and headquartered in New Delhi. Basically,
the company is tasked with the work of operating telecommunication services in the larger
Indian subcontinent. The companys business services include mobile services, enterprise
services and Telemedia services. The mobile services comprise of fixed wireless services
and mobile services which use GSM network technology across major telecommunication
circles in the country.
With a Pan-India presence, Airtel an established player in providing 3G services is now
planning aggressively to roll out its 4G services in a phased manner. These services are now
available in metros and big cities like Bangalore and Mumbai. The company also provides
world class landline telephone and broadband services and the enterprise unit across 95 cities
in India. Some of Bharti Airtel competitors include the following:

Idea
Tata Docomo.
Reliance Communications Limited
Bharat Sanchar Nigam Ltd.
Vodafone (strongest competitor)

Products in the marketing mix of Airtel

The company provides a wide array of products and services. In order to retain the maximum
number of customers, Airtel has tried to provide as many products and services as possible in
order to keep the customers. The following is a list of its products:
Airtel Pre-paid services
Blackberry Wireless Handheld
Airtel Post-paid services

 Value added services like instant balance inquiry, caller line identification, 24 hour
recharge facility, multimedia messaging service, call wait & call Hold, Caller divert,
Airtel Live portal
SMS based information services
Voice mail services
Hello tunes, Ring tones,
Ringtones and hello tunes offers
Easy post-pay bill payment solutions
Enterprise Solutions
Place in the marketing mix of Airtel
Airtels penetration in India is quite impressive because the services and networks can be
found even in Indias remotest regions. Currently, gross subscriber base has pass the 200
million mark while the total wireless subscriber base for CDMA, GSM and WLL is about
162 million. Clearly, the customer base of Airtel is strong in India. It is also worth
mentioning that millions of the networks lines are added per year. Airtel enjoys a well
distributed network of distributors including even businesses like groceries and chemist
outlets. One of the things that have made Bharti Airtel a force to reckon in
telecommunication industry in India and Africa is that it has the strategy of making the first
moves and emerging as a winner. It has managed to buy Kuwaits Zain and Tata steel in the
past, making it a top 5 wireless carrier in the world by subscription.
Wider distribution network as compared to competitors
Network is widespread bringing many customers daily to Airtel
Fourth largest mobile operator in the world with presence in 20 countries
Promotion in the Marketing mix of Airtel
Airtel engages in aggressive marketing strategy ranging from traditional print media to social
network marketing. However, the companys recent rebranding efforts bombed in the market
and were not received positively. The company also engages in large scale TV and print
advertising. The company frequently uses big celebrities who endorse the services. The
company also managed to create its signature tune from Oscar winning musician
A.R.Rahman which has become one of the most downloaded tunes in India.
It is also interesting to note that even such seemingly redundant activities like providing
wallpapers and screensavers to computer users has proved a very effective marketing
strategy. The company also offers special discounts and offers to its subscribers.
Apart from that Airtel has been hiring several figures from Bollywood right from the
legendary Amitabh Bachhan to Vidya Balan as their brand ambassadors. The God of cricket,
Sachin Tendulkar too has been a part of their advertisement campaigns too.
The advantage of Airtel is that it goes regional with its advertisement efforts.
Some salient points about the promotions of Airtel are:

Uses ATL and BTL activities

Makes an effort to go regional
Recent rebranding effort has failed in the market
Has good word of mouth and a good brand image second only to Vodafone.

1.1.2. Objectives of the Project

Determine the Impact of TV advertisements on the consumer behaviour for telecoms
with special reference to Bharti Airtel Ltd.
Determine the factors in an advertisement responsible for Brand recall.
Study the effectiveness of existing TV advertisements of Bharti Airtel Ltd. in terms
of communication and reach and how much impact has been on the consumers in
terms of recall.
Determine the factors responsible for influencing the try out a new products and
services.
Mapping customer percept of Bharti Airtel Ltd. through Advertisement Recall by
customers and classifying the respondents into categories who are highly impacted
by advertisements and who have medium or no impact.

Management Decision Problem: Should there be investment in Television commercials

for Telecom Cos. to increase reach and sales?
Marketing Research Problem: To determine a consumers preferences for features in a
TV commercial which would influence his / her to buy a product

1.2.

Literature Review

A quantitative data collection of 300 questionnaires was used in the UK to assess consumer
behaviour to Vodafone in the paper The Motivational Reasons behind Consumer Choice
for Vodafone Products & Services by Sophie Alice Burge. The findings concluded that
most respondents visit Telecom Stores with friends. Consumer motivations to Vodafone
shops are most influenced by three factors: past experience/ familiarity; convenience of
location/travel; and friends and family. With a friendly staff, high quality of products and
services, a good atmosphere and a good reputation are the most important aspects for branded
telecom shops.
The Effects Of Outdoor Advertisements On Telephony Consumers - Gulmez
Mustafa, Karaca Sukran Kitapci Olgun. The results of the study indicate that outdoor
advertisements which create different ideas, which are effective in informing and persuading
people and which are sensitive to the environment can be viewed positively by consumers. In
particular, amongst consumers with higher educational and income levels, outdoor
advertisements are becoming striking and their visibility is increasing.
One of the study examines the relationships between TV advertising and patterns of products
and services choice among children TV Commercials and Choice of Products and
services among Telecom Consumers in Sabah, South Malaysia - Andreas Totu, Oswald
A. Igau, Murnizam Halik. This study examines the relationships between television (TV)
advertising and patterns of products and services choice among children. This relationship is
crucial in understanding the intricate interplay among several interrelated variables such as
TV viewing, preference for certain products and services. Specifically, the study investigates
the degree of recognition of adverts and patterns of products and services choice among lean,
overweight and obese children. This study uses an experimental test, but the assessment of
the effects of advertisements was undertaken through questionnaires. There were 50
participants involved in the experiment.
Internet-products and services advertising in social media. A case study on Facebook
in Egypt - Hazem Rasheed Gaber. The purpose of this paper is to explore the factors that
affect young Egyptian consumers' attitudes towards telecom-products and services
advertising in Facebook which is considered the most widely used social media network. 4
focus groups were conducted with young consumers from 2 Egyptian cities. Content analysis
was applied for the Egyptian telecom-products and services Facebook fan pages with the aid
of the NVivo software. The findings of this exploratory study have shown that young
consumers are accepting the idea of telecom products and services advertising in Facebook.
Moreover, the research provides a framework for the factors that lead to consumers'
engagement with the advertisements on Facebook. With the increase in the popularity of
social media websites among the young generation, telecom-products and services marketers
find it a more effective medium for advertising for their companies among that segment. The
research provides insights for marketers to make their advertisements more effective on
Facebook. The participants in the focus groups were young consumers in Egypt. It would be
useful to expand the sample and conduct the research in other developing and developed
countries with more consumers from other age groups.

Chapter -2

2.1. Research Methodology

2.1.1. Research Design
The research design is partly exploratory and partly descriptive. This method was used to get
an in depth analysis of the features in an advertisements that were most persuasive and
influential for the customers in terms of telecoms with special reference to Bharti Airtel Ltd..
It also included studying the perceptions of the people in regard to TV advertisements of
Bharti Airtel Ltd..
Method of Qualitative Research Word Associations
Method of Quantitative Research - Survey
The research process included both qualitative and quantitative research for understanding
the consumer behaviour. The qualitative research was done through Word Associations
method which was in a group of 15 people. This was done to understand the features
important for consumers for making a decision for buying. These factors and variables were
used in the quantitative research to build a survey. The survey was an online one through the
use of mailing the questionnaires.

2.1.2. Describing the Six Ws for Descriptive Research

Who Who should be asked for the advertisements impact and understanding their
effectiveness?

The selection of respondents is done in line with the Target population of Bharti Airtel Ltd..
Since Bharti Airtel Ltd. is the reference for telecom products, its target population was
under scrutiny. Bharti Airtel Ltd. targets a wide range of customers including

Kids 15-20 yrs old;

Families: Weekend outings or meals;
Teens and Students;
Sports Fans;
Coffee goers Airtel Dongle;
Working adults;
Travelling and visiting tourists 24hr access SIM Cards.

What- What information should be obtained from the respondents?

The respondents are asked about their usage frequency of telecom products and services, the
different telecom products and services they used, how many ads they can recall for Bharti Airtel
Ltd. and certain questions on the types of advertisements and the features that they would prefer
in them. This would be helpful to identify features of advertisements which impact the consumers
and so will help in building an effective TV commercial.

When- When the information has to be taken?

The information was taken with online surveying through floating of google forms within
the timeline specified for data collection.

Where- Where were the customers contacted?

The customers were contacted in the institute through face to face interactions for the
qualitative data analysis and for the quantitative analysis, the respondents were surveyed
through an online questionnaire.

Why- Why are we tapping the respondents for obtaining these details?

Only the customers or respondents can help us measure the effectiveness of an advertisement
through communication and reach to the customers. The more the number of advertisements
respondents can recall the more is the memorability of that advertisement. Hence, the
customers are tapped to measure the advertisement effectiveness.

Way- The way is through partly exploratory and partly descriptive research process.

2.1.3. Sample Selection

Population: The population for this research study the set of all customers of Bharti
Airtel Ltd. India which include all the target customers of Bharti Airtel Ltd..

Sampling Frame: Sampling frame is the record of students of a post graduate

institute.

Sampling Unit: The customers were taken from Murshidabad region with specific
focus on Jangipur. Hence, only the Bengal-based advertisements of Bharti Airtel Ltd. have
been into scrutiny.

Sample Size: The sample size was 100 for the respondents.

Sampling Method: Convenience Sampling was used as the sampling method.

Data collection instrument: Questionnaire [Both online and offline]

Data analysis tool: IBM SPSS

2.1.4. Descriptive Summary: The Process Flow

Phase 1
[September]

Phase 2

Step 1 Problem Definition

Step 2 Secondary Research and Literature Review
Step 3 Analysis of Market Players

Step 4 Questionnaire Design and Sample Selection

Step 5 - Data Collection and Compilation
Step 6 Analysis and Interpretation of Data

[October- November]

Step 7 Report Preparation and Presentation

Phase 3
[December-Januaru]

2.2. Demographic profiles of Respondents

The following graphs show the demographic profiles of the respondents. Bharti Airtel Ltd.
also uses segmentation for its customers on the basis of income, age and occupation i.e. the
overall demographic segmentation of customers.

Age Group of Respondents

50
40
30
20

46

11

31 - 40
years

41 and
above

10
0
15 - 22
years

23 - 30
years

Total

The respondents were majorly from the age band of 23-30 years.

Income Group of Respondents

10

0 - 3 lacs

3 - 6 lacs
6 - 9 lacs

45
9 lacs and above

The respondents were majorly from the income group of 0-3 lacs per annum and most of the
respondents were students.

Occupation Category of
Respondents
40
30

37
28

20

Total

10
0

6
Salaried

Self
Employed

Student

Chapter - 3

3.1. Findings and Interpretation

The summary of data obtained from the respondents is as follows.

Feature of a TV Commercial that invokes

interest about Telecoms
Audience appropriate
humour
Build an emotional

23.29%

23.29%

10.96%

8.22%
12.33%

21.92%

connection
Character dialogue to
tell a story
Relatable characters
and situations
Simple and upbeat
storyline
Taglines and Jingles

The above data representation shows that 23.29% of the respondents believe that audience
appropriate humour is one of the features of an advertisement that invokes interest in them
regarding a product or a brand. The other set of 23.29% of the respondents find Taglines and
jingles to be of interest and memorable to them in a TV advertisement. The next most
important feature of a television advertisement is character dialogue which tells a story.

Most influential Advertisement Types

Billboards
28.77%
38.36%

16.44%

1.37%

Newspaper/Magazine/Pa
15.07% mphlets
Radio Commercials
Social Media
Advertisements
TV Commercials

The above chart shows that most influential advertisement type for telecom products and
services telecom players are social media advertisements with 38.365 of respondents
agreeing to this fact. While the next best advertisement type that creates an influence over the
consumer is the use of TV commercials. Newspapers, magazines, pamphlets and billboards
being other type of advertisements

Frequency of usage of products and services

35
30
25
20
Total

15
10
5
0
0-2 times

3-4 times

4-6 times

More than 6 times

The above chart shows the frequency of visit to telecom products and services telecom
players in a month by the respondents who fall in four age groups since telecoms usually
target a wide range of customers on the basis of their demographic profiles. However, it can
be observed that the most frequent users are those who are young.

Recall through Advertisements

80.00%
70.00%
60.00%
50.00%
40.00%

70.42%

Total

30.00%
20.00%
10.00%
0.00%

22.54%

4.23%
0 to 2

3 to 5

6 to 8

2.82%
Above 8

The above chart shows the number of television commercials that can be recalled by the
respondents. Mostly, the respondents could recall advertisements in the range of 0 to 2. This
is an indication that not all ads of Bharti Airtel Ltd. are memorable and could be recalled by
the respondents. Thus, an insight can be taken from this data that some investments or
changes need to be made in the television advertising for Bharti Airtel Ltd..

3.1.1. Findings from Secondary Research

Airtel has struggled with same-store sales declines since early last year (2015) and has been
criticized for its bloated VAS Rates. The user base of AIRCEL has expanded not only in part
of Southern India but also as far as the Eastern and North-Eastern belts, which has increased
by 70% since 2007. The company has recently tried to lure consumers with even more items,
including Pay-Per-Kb, 4G Internet, and myFamily Plans. A NASSCOM survey found that
roughly 42% of Airtel users reported trying one Airtel VAS in the time frame between Jan
16 to March16. Consumers ranging in age from 25 to 44 had the highest tendency to order
the Airtel VASs, indicating the item's success in attracting a slightly younger demographic.
For 2 decades, Airtel has maintained a broad advertising campaign. In addition to the media,
the company makes considerable use of signage and billboards, sporting events and coolers of
drinks with their logo for all kinds of events. The company has used twenty-three diverse
slogans in India & Africa for advertising. At the same time the company has few other
slogans for the selected states and regions.
In the case of Airtel advertising the texts used are effective. They have contributed in
attracting targeted clients to the company. The wordings are aesthetically pleasing and
successful at getting the consumers to buy the product. The phrase Har Ek Friend Zaroori
Hota Hai which is used in one the advertisements, indicates a piece of advertising that is
particularly striking.
According to Cross propagandas is simply a means of persuasion, which they have applied
that to their place because it is evidently an artistic expression, yet is trying to sell something
to the consumers.(Cross,149) The company has had to face are numerous.
The company has learned from its previous mistakes, like going after the wrong target market
of adults instead of young adults. This however, resulted to a turn around strategy, which later
led to increase in sale and profits. Airtel has managed to implement strategies that satisfy the
changing need of the customer. The company, being an international telecom player within
the quick service telecom market, requires a very high level of promotional campaigns to
remain competitive. This has been so, since some of the most memorable commercials in
telecom products and services industry have emerged from this particular company.
The rhetoric has contributed to its world-wide expansion and in its listing on the public stock
markets. With the expansion of Airtel to a worldwide market, the company has become a
symbol of globalization. At the same time, it has acted as the spread of the Indian system of
business. Its prominence has also resulted to regular topics of public debates on
communication, privacy, business ethics and consumer responsibility. The company also
introduced a carefree style in accompaniment to the telecom basics. To accommodate the
recent trend of high quality 4G Internet and recognition of Internet VAS in general. This
level of achievement is an indication of effective advertising or else truthful rhetoric.

The company also earns revenue as an investor in telecom tower infra, as an operator and
sub-lessee of telecom spectrum. The companys business model is slightly different from
other telecom- products and services companies. In addition, sub-leasing fees and marketing
fees are calculated as a proportion of sales.
Some suggest that advertisements affect user negatively especially young users. Lutz argues
that the manner in which advertisers modify the meaning of words is able to have a harmful
effect on languages and how it is used. The author believes that the relationship amid humans
and any form of culture can be complicated. (Lutz, 446) However there is no denial that there
is a relationship between behavior and advertising. On the other hand, it is not convincing on
the directness and similarity about the relationship between media and advertising.
Lutz continues to argue that advertisers use language to imply a great thing about products
and services without promising anything at all. With extensive skill, advertisers can create an
advertisement that makes us to believe that a particular product is better than it is without
having to lie about it.
According to Machesney, adverting must build a brand while speaking with one voice. They
develop economies in the creative process, while maximizing its local effectiveness and it
increases the companys speed of implementation. It is the key to determining success of the
organization. The ability to identify the key of an ad that contributes to its success leads to
maximization of the economy of scale.
Critics argue that commercialization of all fields of society, increases in consumption and
wastes resources; privatization of public space and the negative influence on the lifestyle is
due to overrated advertising. Advertising to some extent has contributed tremendously to
destroying non-material possessions.
Public service adverting is an adverting technique used in promoting goods and services. It is
crucial in forming, educating and motivating the public about non commercial issues like
conserving energy, deforestation and political ideology. It is an influential and educational
tool that is capable of motivating and reaching larger audiences.
Adverting justifies its existence when used in the public interest. It is too much a powerful
tool to be used for commercial purposes only. Infomercials are televisions commercials with
a longer format; they are very useful in creating an impulse purchase, so that the moment the
consumer observes the presentation, it is followed by immediate purchase of the product
through the advertised toll free number. Infomercials describe, display and frequently
demonstrate products and their features.
They commonly have testimonials from industry professionals and consumers. According to
Williamson, press advertising is an influential means of advertising.
It describes advertising in printed medium such as newspapers, journals or magazines. This

involves everything from media with a broad readership base. It allows private companies or
individuals to purchase a small targeted advertisement at a low fee to advertise their products
and services. Celebrity branding is another powerful form of advertising that mainly focuses
on using a celebrity popularity to gain recognition for the product.
Celebrities are frequently involved in advertising campaigns like televisions or print adverts
to advertise general or specific program. This can lead to great success if it is endorsed by
various companies, and practiced prudently. Online advertising is the most recent and
productive form of advertising. It reaches a massive audience at the same time being
affordable, as compared to other mediums. This is achieved by the use of World Wide Web to
express the purpose of delivering marketing messages to draw customers.

3.2. Analysis
3.2.1. Qualitative Analysis
The technique of word associations have been used for qualitative analysis of data. The word
association test is a common method within psychology which has been used to reveal the
private world of an individual. In its simplest form a series of disconnected words (stimulus
words) are projected orally or in writing to the respondents who must respond with the first
word which comes to mind (response words). These associations reveal the respondents
verbal memories, thought processes, emotional states, and personalities. Psychologists
examine the nature and probabilities of the response words, and sometimes the amount of
time it takes to respond.
Word associations are a form of projective techniques in which participants are tested for
their unstructured responses. A brand name can be used to find out what ones first
impression of the brand it, as well as other traits or experiences that they associate the brand
with. This method can be used as an indirect way of investigating the feelings, beliefs and
attitudes that participants have with a brand, but might otherwise be unable to express while
filling out a survey. Such a technique will allow us to uncover how well the brand resonates
with the user, as well as their interpretation of the brand.

3.2.2. Methodology Word Associations

To carry out the Word Association test, participants were given a blank piece of paper with
the words Bharti Airtel Ltd. on it. They were asked to write down words that they thought
represented the brand and also, note down the strength of these associations using color coded
lines. We allowed participant to have 3 levels of associations. The following colours were
used in order of strength Blue, Pink and Grey.
After they had completed their association maps, we went a step further by asking participants to
explain their wordings to us. This was so that we could understand where these associations were
coming from, and see how we could either strengthen or improve them.

A total of 15 participants were interviewed and their responses grouped according to similar
words. To ensure that our participants were representative of our target audience, we
interviewed both males and females, ranging from ages 15-45 because Bharti Airtel Ltd.
targets a wide range of customers in India.
Finally, we created a summary map to show the more common associations and to also paint
a more conclusive picture of the associations that Bharti Airtel Ltd. has in the minds of our
participants. This was also done for finding out variables to be used for the quantitative
analysis.

The advertisements pictures were also shown to the respondents for them to write their
feelings about the ads, what attracted them the most, and whether they were able to recall the
entire advertisement.

The above TV advertisement uses emotional appeal along with the functional one to display
the low price and affordable services from Bharti Airtel Ltd..

To test the strength of the associations, we tabulated the responses from all participants and
placed the mean of each association on the map above.

A mean of less than 0.5 showed a weak association

A mean between 0.5 and 0.8 shown a significant association
A mean of more than 0.8 showed a strong association

From word associations, we could gather the perceptions of people regarding telecoms and
specifically Bharti Airtel Ltd.. People were conscious about the growing health issues and
concerns about growing intake of telecom products and servicess. However, they were aware
about the campaigns by Bharti Airtel Ltd. like
Sponsoring national and international sports events (Olympics, World Cup, Champions
League etc)
Actively participating in local/communal events
Established the Hellenic World foundation for Children

Some features that were analysed from the qualitative analysis of respondents about TV
advertisements were:
Audience appropriate humour
Build an emotional connection
Character dialogue to tell a story
Relatable characters and situations
Simple and upbeat storyline
Taglines and Jingles

3.3. Quantitative Analysis

3.3.1. Factor Analysis
Objective: Reducing the Dimensions and finding the most important factors in a
Television advertisement that affect consumers
To summarize the underlying factors that are responsible for the influential effect of TV
commercials on the consumers buying behaviour for telecom players, factor analysis was
performed with 8 variables on a sample size of 75 customers with a Likert scale of 5. The
results and tables of factor analysis are as follows.
V1
V2
V3
V4
V5
V6
V7
V8

Visual appeal and Engagement

Advertisement Duration
Conveying the intended message
Convincing
Better and more appealing than other types of advertisements
Develop an emotional connect
Memorable
Characters are influencing

The correlation matrix gives us the correlation between two variables. It can be observed
from the matrix below that there is a high correlation between the variables V4 (Convincing
Capability of TV commercials) and V5 (Better and more appealing than other types of
advertisements) with a value of 0.614 following the second highest correlation among the
variables V2 (Ad Duration) and V4 (Convincing Capability of a TV Commercial) with a
value of 0.527.
Correlation Matrix
V1
V2
V1 1.000 .183
V2 .183 1.000
V3
V4
Correlation V5
V6
V7

.363
.123
.035
.273
.441

V8

-.091

V3
.363
.308

V4
.123
.527

V5
.035
.264

V6
.273
.313

V7
V8
.441 -.091
.092 .193

.308 1.000 .475 .388 .231 .231

.527 .475 1.000 .614 .368 .222
.264 .388 .614 1.000 .191 .434
.313 .231 .368 .191 1.000 .237
.092 .231 .222 .434 .237 1.000
.193

.224

.407

.473

.287

.224
.407
.473
.287
.020

.020 1.000

Bartletts test of sphericity can be used to test the null hypothesis that the variables are
uncorrelated in the population; in other words, the population correlation matrix is an identity
matrix. The test statistic for sphericity is based on a chi-square transformation of the
determinant of the correlation matrix.

A large value of the test statistic will favour the rejection of the null hypothesis. If this
hypothesis cannot be rejected, then the appropriateness of factor analysis should be
questioned.
Another useful statistic is the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy.
This index compares the magnitudes of the observed correlation coefficients with the
magnitudes of the partial correlation coefficients. Small values of the KMO statistic indicate
that the correlations between pairs of variables cannot be explained by other variables and
that factor analysis may not be appropriate.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.667
Approx. Chi-Square
164.263
Bartlett's Test of Sphericity
Df
28
Sig.

.000

The null hypothesis, that the population correlation matrix is an identity matrix, is rejected by
Bartletts test of sphericity.
The value of KMO statistic is 0.667 which is larger than 0.5 (> 0.5) and Sig. Value is 0.00.
To determine how many components (factors) to extract we need to consider a few pieces
of information provided in the output. Using Kaisers criterion we are interested only in
components that have an eigenvalue of 1 or more.

Compone
nt

Total Variance Explained

Initial Eigenvalues
Extraction Sums of
Rotation Sums of
Squared Loadings
Squared Loadings
Tota % of
Cumulati Tota % of
Cumulati Tota % of
Cumulati
l Varian
ve %
l Varian
ve %
l Varian
ve %
ce
ce
ce
3.04
7

38.092

38.092 3.04
7

38.092

38.092 2.64 33.007

1

33.007

1.41 17.625
55.717 1.41 17.625
0
0
3
.989 12.361
68.078
4
.819 10.243
78.320
5
.685
8.564
86.884
6
.473
5.913
92.797
7
.338
4.221
97.018
8
.239
2.982 100.000
Extraction Method: Principal Component Analysis.

55.717 1.81 22.710

7

55.717

From the Eigen Value Plot it is observed that only 2 components have Eigen Value
greater than 1. The total or cumulative percent of variance shown by these two
components is 55.717%.
Communalities
Initial
Extraction
V1
1.000
.774
V2
1.000
.370
V3
1.000
.473
V4
1.000
.734
V5
1.000
.613
V6
1.000
.337
V7
1.000
.548
V8
1.000
.609
Extraction Method: Principal Component Analysis.
Component Transformation Matrix
Component
1
2
1
.867
.498
2
-.498
.867
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

Rotated Component Matrix

Component
1
V1
V2
V3
V4
V5
V6
V7
V8

2
-.048
.564
.505
.836
.769
.437
.168
.746

.878
.227
.467
.189
.147
.382
.721
-.231

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
The above table shows loadings on the two components of the variables. The variables with
highest loadings in one component form the major part of that component. Hence, for
Component 1, the highest loadings have been on the variables V4 (0.836), V5 (0.769), V8
(0.746), V2 (0.564), V3 (0.505). For Component 2, the highest loadings of the variables are
V1 (0.878), V7 (0.721), V6 (0.382).
Thus, we can extract two main factors which the consumers find influential for TV
Commercials.
F1 = Convincing Appeal and Characters influence.
F2 = Memorable Visual engagement and Emotional Connect
Finally, The Variables were reduced into two important factors that the affect the consumers
perception towards TV Commercials.

3.3.2. Factor Analysis

Objective: Determine the most important factors due to which consumers visit telecoms like
Bharti Airtel Ltd..
To summarize the underlying factors that are responsible the consumers buying behaviour for
telecom telecom players, factor analysis was performed with 7 variables on a sample size of 75
customers with a likert scale of 5. The results and tables of factor analysis are as follows.

V1
V2
V3
V4
V5
V6
V7

Price
Quality of VASs
Product Range and Variety
Brand Name
Quality of Products
Packaging
Attractive Advertisements
Correlation Matrix
V1
V2
V1 1.000 .148
V2 .148 1.000
V3

.141

.056 1.000

Correlation V4 .025 -.373

V5 -.302 .099
V6 .542 -.043
V7

V3
V4
V5
V6
V7
.141 .025 -.302 .542 .160
.056 -.373 .099 -.043 -.276
.330

.127

.136 -.032

.330 1.000 .026 .481 .028

.127 .026 1.000 -.098 -.003
.136 .481 -.098 1.000 .213

.160 -.276 -.032

.028 -.003

.213 1.000

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.411
Approx. Chi-Square
99.799
Bartlett's Test of Sphericity
df
21
Sig.

.000

The null hypothesis, that the population correlation matrix is an identity matrix, is rejected by
Bartletts test of sphericity.
The value of KMO statistic is 0.411 which is smaller than 0.5 and Sig. Value is 0.00.
To determine how many components (factors) to extract we need to consider a few pieces
of information provided in the output. Using Kaisers criterion we are interested only in
components that have an eigenvalue of 1 or more.

Communalities
Initial
Extraction
V1
1.000
.821
V2
1.000
.805
V3
1.000
.622
V4
1.000
.774
V5
1.000
.478
V6
1.000
.747
V7
1.000
.425
Extraction Method: Principal Component Analysis.

Compone
nt

1
2
3

Total Variance Explained

Initial Eigenvalues
Extraction Sums of
Rotation Sums of
Squared Loadings
Squared Loadings
Tota % of
Cumulati Tota % of
Cumulati Tota % of
Cumulati
l Varian
ve %
l Varian
ve %
l Varian
ve %
ce
ce
ce
1.98
4
1.40
9

28.340
20.131

28.340 1.98
4
1.40
48.471
9

28.340
20.131

1.27 18.277
66.748 1.27 18.277
9
9
4
.957 13.668
80.416
5
.730 10.426
90.842
6
.414
5.919
96.761
7
.227
3.239 100.000
Extraction Method: Principal Component Analysis.

28.340 1.68 24.080

6
1.54
48.471
22.049
3

24.080

66.748 1.44 20.619

3

66.748

46.129

From the Eigen Value Plot it is observed that only 3 components have Eigen Value greater
than 1. The cumulative percent of variance shown by these two components is 66.748%

Component Transformation Matrix

Component
1
2
3
1
.696
.581
-.421
2
.706
-.448
.549
3
-.130
.679
.722
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Component Score Coefficient Matrix
Component
1

V1
.544
-.007
.143
V2
.154
.003
.626
V3
-.036
.526
.223
V4
-.051
.470
-.240
V5
-.363
.317
.127
V6
.371
.241
-.063
V7
.135
-.133
-.414
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Component Scores.
The above table shows loadings on the three components of the variables. The variables with
highest loadings in one component form the major part of that component. Hence, for
Component 1, the highest loadings have been on the variables V1(0.544). For Component 2,
the highest loadings of the variables are V3 (0.526), V4 (0.470).For component 3, the highest
loadings are on V2 (0.626)
Thus, we can extract three main factors which the consumers find important for visiting
telecoms like Bharti Airtel Ltd.
F1 = Price and budget telecom player
F2 = Product Range with Brand Name
F3 = Quality of VASs
Finally, The Variables were reduced into three important factors that the affect the
consumers perception towards buying of products/services from telecom products and
services telecom player companies.

3.3.3. Discriminant Analysis

Discriminant Analysis has been performed to find an equation which will minimize the
possibility of misclassifying cases into the respective groups or categories. The survey
intended to categorize the respondents into high impact and medium impact customers. The
impact here is of TV advertisements of Bharti Airtel Ltd.. This is mapped through three
independent variables. Age of respondents, their frequency of visit to telecom products and
services telecom players in a month and the number of TV advertisements they can recall of
Bharti Airtel Ltd..
Table of Eigen Values:
This provides information on each of the discriminate functions (equations) produced. The
maximum number of discriminant functions produced is the number of groups minus 1. We
are only using two groups here, namely Medium Impact and High Impact, so only one
function is displayed.
The canonical correlation is the multiple correlations between the predictors and the
discriminant function. With only one function it provides an index of overall model fit which
is interpreted as being the proportion of variance explained (R2).
Canonical Correlation of 0.642 suggests that the model explains 41.21% of variation in the
grouping variables

Functio
N
1

Eigenvalu
e
a
.700

Eigenvalues
% of
Cumulative
Canonical
Variance
%
Correlation
100.0
100.0
.642

a. First 1 canonical discriminant functions were used in

the analysis.
The Wilks Lambda must be close to 1. In this case, it is .588 and Sig. is .000.
Wilks' Lambda
Test of
Wilks'
Chi-square
df
Sig.
Function(s)
Lambda
1
.588
36.891
3
.000
We have three independent variables age, frequency and number of ads recalled. We need
to find which of these variables is the best predictor of the advertisement impact being high
or medium for the respondents.
To find this, we look at the Standardized Function Coefficients table. The absolute value of
the standardized function coefficient is of relative importance. And so we find that
Advertisement Recall (0.846) is the best predictor followed by Frequency of Visit (0.211)
and then the age of respondent.

Standardized Canonical Discriminant Function Coefficients

Function
1
V6
V7
V8
Thus, the order of importance is

.211
.846
-.180
Frequency of Visit>Number of Advertisements

Recalled>Age for categorizing respondents who have a high or medium impact of

advertisements on the buying behaviour.
Structure Matrix
Function
1
V7
V8
V6

.947
-.545
.477

Pooled within-groups correlations between discriminating variables and standardized

canonical discriminant functions
Variables ordered by absolute size of correlation within function.
Canonical Discriminant Function Coefficients
Function
1
V6
V7
V8
(Constant)
Unstandardized coefficients

.195
.838
-.026
-1.506

To find which respondents are in high ad impact or medium ad impact category, we use the
outputs of unstandardized coefficients in the discriminant function and means of canonical
variables. The means of canonical variables gives us new means for the transformed group
centroids.
Thus, the new mean for Group 1 (Medium Impact) is -1.110 and for Group 2 (High Impact)
is 0.614.The midpoint of these two is not 0. This also gives us a new decision rule for
classifying any new respondents in the two groups so as to decide whether to pitch in for
sales and use costly methods or not. If the discriminant score of a customer falls to the left of
the midpoint we classify as Group 2 and if it falls to the right of the midpoint we classify as
Group 1 Customer.
Thus, a respondent with a positive discriminant score will have higher impact of
advertisements on the buying behaviour as compared to a respondent with a negative
discriminant score.

Functions at Group Centroids

Function

V9

1
1
-1.110
2
.614
Unstandardized canonical discriminant functions evaluated at group means
The discriminant score can be found using canonical discriminant function coefficient
table. The equation for discriminant score that can be used is
Z = 0.195 (Frequency of Visit) + 0.838 (Ad Recall number) - 0.026 (Age of Respondent)
1.506
a
Classification Results
V9
Predicted Group
Total
Membership
1
Origina

Count

1
2
1

2
22
7
84.6

4
40
15.4

2
14.9
85.1
a. 84.9% of original grouped cases correctly classified.

26
47
100.0
100.0

The above table shows the classification accuracy as 84.9% of the model. This level of
accuracy may not hold for all future classifications of new cases. But it is a pointer towards
the model being a good one assuming the input data was relevant and scientifically collected.
Output of Discriminant Analysis
The output of discriminant analysis is a discriminant score which would classify new
customers into Group 1 or Group 2 customers and would also specify the misclassified cases
if any in the data.
We could also find that the independent variables used are relatively significant predictors of
the dependent variable.

Chapter - 4

4.1. Results and Conclusion

The outcome of the project was inline with the objectives thought for the project. We could
capture the following results from this research process.
TV Advertisements are appealing and more engaging than other forms of advertisement.
Celebrity associations are important and a TV ad is memorable.
The two major factors responsible for Brand Recall in a TV commercial are audience
appropriate humour and character of which says a story line.
For Bharti Airtel Ltd. the effectiveness of TV ad is mapped through communication and reach
of the advertisements. It could be suggested that Bharti Airtel Ltd. may work of making their
TV commercials more engaging and memorable through humour and upbeat storyline for
better brand recall.
The most important factors for trying out a new product or a new telecom products and
services telecom player are price, quality of service and the product variety. Bharti Airtel Ltd.
excels in all of these and so a number of people accept their offerings

Finally, it can be concluded that advertisements make a memorable impact on the minds of
the consumers and TV commercials create influence and direct consumer buying behaviour.
Advertisement effectiveness can also be measured through the sales of a store or telecom
player, but it is at the side of the company. Therefore, we measure TOMA from the
consumers perspective.

4.2. Limitations of the Project

The following limitations and challenges were faced during the entire research study :
It was an objective to measure the effectiveness of advertisements, but only from
single perspective we could measure. There are two ways to measure advertisement
effectiveness that is through sales and through communication or reach. For
identifying communication we did a qualitative analysis however for the sales part,
we could not apply the Adstock model since data from the companys internal record
was to be found which was not available on the net.
Another challenge was during Word associations. Understanding what customers
perceived Bharti Airtel Ltd. as a brand was difficult. Since the group of 15 people
comprised from all age groups that Bharti Airtel Ltd. targets, there was a mix of
features we could map. Thus, compiling the findings were vague and difficult.

4.2. Future Scope of Study

The advertisement impact may also study the impact on children and how it affects children
going for telecom products and services thus compromising with their health and becoming
obese. Another scope for study can be how effective telecoms have been in communicating
the nutritional value of their products which is a difficult task for telecoms.
Further, this study can be expanded to look at the sales of the organization just after one week
of two weeks of a new advertisement has been released and how the sales are related to the
advertisement. This would require historical data of the organization, the investments in
bringing out the new advertisements and the impact that it has on the people and sales of the
company.
The study may also include the CSR activities of telecoms and how they maintain an image
of being a telecom products and services telecom player in the current growing awareness
and consciousness about health issues.

4.4. Learning from the Final Research Project

The final research project was a series of learning instances in many ways. It not just taught
the area of interest in advertisements and consumer behaviour but also taught how to work
effectively when it is research. The objectives of the project were initially not clear and the
pathway was not defined properly, yet with a series of interactions with the mentor, every
step got clear thus getting a direction for the destination of research.
The most important and teaching part was the qualitative research where AIDA model was
applied and understand the perceptions of the consumers regarding a famous telecom was
deeply engrossing.
I would like to work in this field even more and search for more opportunities to carry on this
project at a larger scale and find out more dimensions to the same. The learning were also in
technical terms where i had to get out of the comfort zone and use some statistical tools that
were never used before thus enhancing the learning experience.
Finally upon completion of the project, it is realized that presentation also plays an important
role in work. Thus, presenting the done work was also a greta learning experience.

References

Li-Mei Hung(2011).A Study of Consuming Behaviors. Retrieved October 20,2015,

from http://www.sciedupress.com/journal/index.php/bmr/article/viewFile/805/389
Wen-Ko Liang.Rou-An Wou(2013). Analysis of Telephony Consumers. Retrieved
September
20,
2015,
from

http://ir.lib.stust.edu.tw/bitstream/987654321/18207/1/PID2338685.pdf
Emily Bosma,Dana Sipola, and Elyse Pylman. College Students Perceptions
ofVodafone
in
the
UK.
Retrieved
Spetember
25,2015,
from

http://www2.gvsu.edu/bosmae/graphics/CAP%20115%20paper.pdf
Sophie Alice Burge(2013). The Motivational Reasons behind Consumer Choice in
Branded Telecom Products & Services. Retrieved October 5,2015, from
http://www2.warwick.ac.uk/fac/cross_fac/iatl/reinvention/issues/bcur2013specialissue

/burge/
Hazem Rasheed Gaber(2014).Telecom products and services advertising in social
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December 4, 2015, from

http://jbrmr.com/admin/content/pdf/i-20_c-182.pdf
Gulmez Mustafa, Karaca Sukran Kitapci Olgun (2013).The Effects Of Outdoor
Advertisements On Consumers. Retrieved December
22, 2015 from
https://www.researchgate.net/profile/Olgun_Kitapci/publications
William D. Wells (1997).
Measuring Advertising Effectiveness (Advertising and Consumer
Psychology Series .

Annexure 1 [Questionnaire]
Advertisement Effectiveness and Impact on Consumer behaviour for telecom
products and services telecom players
* Required
1. Do you consume Telecom Products and Services? *
o

Yes

No

2. If Yes, which of the following do you visit mostly?

o

Airtel

Vodafone

Idea

AIRCEL

Loop Mobile

Tata DOCOMO

BSNL

Reliance

Other:

3. What type of advertisements for telecom products and services affect you the most
(in terms of buying)?*
o

Newspaper and Magazine ads

Social media advertisements

TV Commercials

Radio Commercials

Billboards

Other:

4. Mark on the intensity of your agreement *

(1- Strongly agree 2- Agree 3- Neutral 4- Disagree 5- Strongly disagree)

1 - Strongly
Agree
Television ads
are visually
appealing and
engaging
The duration of
a TV ad makes
an impact on
the viewer
TV
commercials
convey the
intended
message easily
I am convinced
to buy a product
easily through a
TV
advertisement
TV ads are
better and
more
appealing
than any
other types
TV ads
develop an
emotional
connect with
the viewer
TV ads are
memorable
The characters
in an
advertisement
are the
influencing
factors

2 - Agree

3 - Neutral 4 - Disagree

5 - Strongly
Disagree

5. What is the frequency of your visit to telecom products and services store in a month? *
o

0-2 times

3-4 times

4-6 times

More than 6 times

6. How many ads can you recall for Bharti Airtel Ltd.? *
o

0 to 2

3 to 5

6 to 8

Above 8

7. Mark on the intensity of your agreement. *

(1- Strongly Agree, 2- Agree, 3- Neutral, 4- Disagree, 5- Strongly Disagree)

1 - Strongly
Agree
I visit Telecom
products and
services stores
only because
of the Price
they offer.
Quality of
VASs is an
important
consideration
for visiting a
Telecom
products and
services
store.
Product Range
and Variety are
important
Only Brand
Name is enough
for my visit to a
telecom
products and
services store.
The Quality of
products
matters to me
the most.
I visit Telecom
companies
because of their
Product
packaging
Attractive

2 - Agree

3 - Neutral 4 - Disagree

5 - Strongly
Disagree

1 - Strongly
Agree

2 - Agree

3 - Neutral 4 - Disagree

5 - Strongly
Disagree

Advertisements make me
visit telecom products
and services store.
8. Please specify your age group. *
o

15 - 22 years

23 - 30 years

31 - 40 years

41 and above

9. Please specify your occupation. *

o

Student

Self Employed

Salaried

Home Maker

Not Employed

10. Please specify your income group. *

o

0 - 3 lacs

3 - 6 lacs

6 - 9 lacs

9 lacs and above

11. What feature of a TV advertisement evokes interest in you to try out a product? *

Submit

Audience appropriate humour

Relatable characters and situations

Simple and upbeat storyline

Character dialogue to tell a story

Build an emotional connection

Taglines and Jingles

Celebrity