A STUDY ON ADVERTISEMENT

Advertising is an important marketing force helping mass selling and distribution. Advertising is
a dynamic process, by which an advertiser communicates about his products and services to the
consumer.

The advertisements have entered into our daily life in a big way. Consumers need
information on goods and services so that they make the choice between various alternatives.

To serve this purpose the services of outside agencies which are known as advertisement
media are called for and used. Different types of media are available to the producer for
advertisement about his product such as T.V, Radio, print and cinema. Among these, the
television assumes greater importance.

STATEMENT OF THE PROBLEM

Television advertisement is the important tool that can be used by the manufactures to
popularize their products among the consumers. TV advertisements are having much influence
than advertisements given in any other media. Now-a-days with the presence of television,
homes have become home theatres. In television there are lot of advertisements given in a day.
The impact created by the advertisements in the minds of the viewers may not be same, because
the tastes and preferences differ from person to person. A viewer may be influenced by various
components of the advertisements such as use of models, music, attractive picture, colour etc and
the advertisements influence the viewers in their purchase decision. The present study titled “A
STUDY ON TELEVISION VIEWERSHIP AND EFFECTIVENESS OF TELEVISION
ADVERTISEMENTS” focuses mainly on the influence of television advertisements on purchase
decision of viewer.
OBJECTIVES OF THE STUDY:

The major objectives of the study are:

 To study the socio-economic characteristic of the television viewers.

 To study the preference of the channels and the nature of the programmes preferred by the
viewers.
 To know about the opinion of the viewers regarding advertisements and their
effectiveness.
 To study the influence of television advertisements on purchase decisions.
 To offer suggestions for improving T.V advertisements.