Effectiveness Of Advertisement Lit Review

CHAPTER – II REVIEW OF LITERATURE

A review of literature is the mirror of earlier studies, which enriches the researcher and helps to identify the gaps for the future research. Many studies on advertisements have been conducted in different parts of India. As the present study is concerned with the advertisements in television. an attempt is made to review the literature available so that a great insight in the advertisements world is obtained. Like any researcher, sufficient effort is taken in this chapter to understand earlier researches on advertisements.

Vijaykumari (1999),1 in her study on “Effectiveness of advertising with reference to television and print media” analyzed the effectiveness of two popular advertisement media viz. print and television and their impact on people. The researcher concluded that the television advertisement has given more impact than advertisement in print media on the people in their buying decisions, because it has the audio and visual medium and it attracted viewers easily.

P.Akbarbatcha(2001)2 in his study entitled “Advertising industry –with special reference to print media and intermediaries” analyzed the public opinion towards advertisement in the print media. The researcher has attempted a specific study with reference to print media and concluded that the print media played a vital role in the minds of the middle class people.

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Jacob Goldenberg et.al.(2002)3 in their article “How cross market communication can create a major slump to sales” analyzed the effect of the parameters of communication across the early and main markets on saddle prevalence. The crossmarket communication parameters have a considerable influence in determining the existence of saddle. In a narrow range of relatively low values of the cross-market communications parameters, there is no clear cut relationship between the values of their parameters and the existence of saddle.

K.S Sujit et al (2003)4 in their article, “Liberalization and advertisement intensity in Indian public limited companies” concluded that the Indian public companies have gone up after the introduction of liberalization. This is due to the liberalization policy and an increasing role of market mechanism. Market mechanism leads to opening up of industries and brings competitiveness and hence firms try to maintain their market shares through advertisement.

Shreekumar.K.Nair (2004)5 in his article “Emotional intelligence and consumer reactions to emotional advertisements: a conceptual framework” found that emotional advertisements probably

work well on those consumers who have

difficulty in delaying the gratification of their urges or have a tendency to surrender easily to their impulsive

urges. That means, marketers were not successful in

influencing the attitudes of high EQ consumers using emotional appeals. They will have to find newer ways and means to woo this market segments which was less prone to impulsive buying and more prone intelligent buying. This implied that advertisements have to be more realistic and credible if they ought to create some impact on emotionally intelligent consumers. It is essential for marketers to study the

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perception, beliefs, attitudes, intentions of consumers and other behavior patterns of emotionally intelligent individuals towards different types of products before embarking on promotional campaigns.

Roli Seghal (2004)6, in his article “Challenges faced in advertising of services –Use of narratives” concluded that services are becoming progressively significant in all major economies of the world. As the role of services increased in the market, so did the enormity of research conducted in this area. Service marketing and service advertising have also been under considerable study in the last two decades. Services are marked by distinctive features of being intangible, perishable, heterogeneous and inseparable from the provider. These features make advertising and communication of services a challenging task.

Neeru Kapoor et al. (2005)7 in their article “Children’s understandings of TV advertisements influence age, sex and parents” studied certain important implications for the parents and they are policy makers. First, family, as a social unit, needs to play more important role in mediating the influence of T.V advertisements on their children. Parents should critically evaluate what their child watches on TV, resort to more of co-viewing of TV advertisements and teach children how to become discerning viewers, better able to protect themselves from the negative influences of TV’s advertisements. Secondly, Television should be included in the school curriculum in a positive way. Teachers might explain children about TV advertisements and how to extract the relevant information from them. Thirdly, parents and teachers should publicly voice their concern over what they consider harmful TV advertisements, especially during prime time or when children are the

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principal users of television. Fourthly, since large number of TV-viewers were found to be highly influenced by TV advertisements, efforts should be made by the Parents to encourage their children to take active part in education and sports activities, so that their growing dependence on TV could be reduced resulting in their reduced exposure to TV advertisements. Fifthly, the government all over the world should articulate well-defined and comprehensive policies on television advertising especially with regard to children.

Andrew Cole,(2005)8 in his article “The rise of Telemedia titans” predicted a new industry structure about burst on to the scene. The growing ties between wireless and wire line services portend an imminent convergence-and possible clash of the titans of the telecommunications and media industries. The result would be Telemedia, a new market that blends services from both camps, television and cell phones, music and internet. Newly reconfigured companies, such as time Warner, will have a profound impact in forgoing a new industry.

T. Kalai Selvi (2005)9 in her article “Advertising: the wings of tourism industry” conducted that the realities have been changing. The business networks are ever widening, incomes increasing and educational services are sought beyond borders and there has been considerable care for health and adoration for the tradition and culture, as never before. The country also offers an attractive ground for the global players. These changes have made one look at tourism industry with a different perspective. With a fresh look, the advertising planning has to reengineered in the industry to remind this dragon industry of its potential to fly.

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Amitjain et al. (2005)10 in their article on “Distribution and retailing trends in rural markets” analyzed the better understanding of rural consumer’s psyche and problems faced with the existing system. They concluded that the companies had to increase awareness about these options amongst rural consumers. Companies had to design proper communication and marketing strategies to prevent imitation and counterfeiting of their products. The need of the hour is correct, profiling of rural consumers and detailed study of rural buying behaviors and purchasing patterns in rural markets.

Judith A. Garretson et al. (2005)11 in their article “The role of spokes characters as advertisements and cues in integrated marketing communications” examined various integrated marketing communications(IMC),strategies combinations, effects related to the use of spokes character versus verbal attributes, advertiser, coordination, character relevancy and the presence of new, favorable brand information for cognitive resources on packages based on conceptual rationales encoding specificity, net work associations and the elaboration likelihood model, empirical evidence that pertains to the potential benefits of including spokes character campaigns. Specifically, the use of spokes characters results in more favorable band even when brand attributes recall is affected adversely by deviations from the primary conveyed in the IMC campaigns.

Sukanya Ashokkumar (2005)12 in her article “Comparative advertising and brand equity” found that comparative advertisements have been appearing for quite some time now and it is quite likely that consumers might have formed opinions about these advertisement in general. The opinions that the audience would develop over a period

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of time, with reinforcements, crystallize into attitude and further lead to stereotyping of such advertisements. This article made an attempt to link comparative advertisements with brand equity.

Jacquelyn S. Thomas et al. (2005)13 in their article “Managing marketing communications with multi channel customers” presented a process of managing marketing communications with multi channel retail customers by leveraging enterprise-level data to understand and predict customers channel choices over time . The process begins with identifying relevant factors that differentiate between customers who use different channels. It continuous with developing a communication strategy for existing customers and ends with predicting the right communication strategy for prospects and new customers.

Amit Kumar Sinha (2005)14 in his article, “Gender differences among adolescents as influences and impact of communications in the family purchase decision” analyzed the role measures of adolescents, the difference between male and female adolescents and their influencing role in family purchase and measured the difference between male and female adolescents in the communication and their impact on family purchase. The researcher concluded that a significant difference between male and female adolescents in the family purchase has made a case for further exploration. The communication between parents and adolescents is one of the openness, irrespective of gender difference. Apart from this, it was felt necessary to understand in depth, the role of measures of adolescents.

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Anand Thakur et al (2006)15 in their article “Rural consumer: an opportunity beyond saturated markets” expressed the present need to focus on the rural markets. This is of paramount importance in the marketing environment as rural and urban markets in our country are so diverse in nature that marketing programme cannot be successfully extended to rural markets. The buying behavior demonstrated by the rural Indian differs tremendously when compared to a typical urban Indian. Further values, aspirations and needs of the rural people vastly differ from those of urban population. Basic cultural values in rural India have not faded yet. Buying decision is still made by the eldest male members in rural family, whereas even children are influenced by customs, traditions and belief in the rural market. Many rural purchases require collective social sanction unheard of in urban areas.

Philip Hans Franses et al (2006)16 in their article “Estimating confidence for advertising effect duration intervals.” Explained that the duration interval measures the dynamic impact of advertising on sales. To be more precise, the presentation during the intervals measures the time lag between the advertising impulse and the moment that presentation has decayed. This article strives to examine the duration interval for a dynamic model linking sales to advertising and most important and to put forward a method to provide confidence bounds around the estimated duration interval.

Crystal Antonia Russell et al. (2006)17 in their article,“Consumers, characters and products” examined the influence of product placement in TV serial comedies on consumer attitudes towards the products. Processing a “balance model of sitcom product placement effects”, the study integrates genre theory to analyze character –

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product association in sitcom, practocide theory to consider consumer-character referential relations and balance theory to address the main research issue of the way that characters’, relations to products and consumers’ relations to the characters, effect of consumers’ attitudes towards the products. The study finds support in the predictions that consumers’ align their attitudes toward product with the characters attitudes to products and that this process has driven by the consumers attachment to the characters.

Pamela Miles Homer (2006)18 in his article “Relationship among ad-induced affect, beliefs, and attitudes” concluded that in spite of a wealth of empirical attention directed at understanding the structural relationship among affect, cognition, and attitude, the task and settings in many of these studies have initiated the relative impact of cognition in the persuasion process. The studies have used an effectively driven advertising context.(i.e TV commercial void of product - relevant information cues) to demonstrate (1) that positive and negative form of affect operate differently and (two) that their direct and indirect effects on attitude are influence by brand familiarity cognition played a less dominant role in the attitude formation process for an unknown brand compared to situations in which consumers held pre existing impressions(i.e for well-known brands). A means –end model approach is used to link concrete and abstract forms of cognition (i.e brand belief and attitudes).

G.Kavitha (2006)19 in her article, “A study on the effectiveness of the advertising techniques used in the personal segment of women consumers” highlighted the terms of media habits of

women and studied effectiveness of advertisement

techniques used in television commercials on women. The researcher found that the

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advertisement which had the highest recall were not necessarily the advertisement that were best liked. The disliking advertisement might not necessarily affect purchase consideration.

Dr. M. Dhanabakyam et al (2006)20 in their article on “Ethics in advertisement and its impact” assessed the impact of ethical advertisement and the effectiveness advertisement for good impact on the consumer awareness. They concluded that the government should introduce strict policy, norns, standards and regulations for advertising content and practice.

Smita Sharma (2006)21 in her article “Celebrity endorsement ‘focused on the influences of celebrity endorsement.” She stated that celebrities can increase consumers’ awareness of the advertisement, capture their attention and make advertisement more memorable.

Carrie La Ferele et al (2006)22 in their article “Product placement” examined the prevalence of product placement in prime-time TV, while providing clues for tackling the measurement issue of this emerging industry. Content analysis was used to capture placement techniques in various types of programming, including storied programming, and non-storied programming as well as to examine differences between plugs and placements. Consumer product placements were differentiated from other types of brand placement, such as services, and entertainment. Finally, the growth of placements was contrasted with data from five years earlier. The findings reveal many similarities with earlier research, but also suggest that much work is still needed to maximize the effectiveness of product placement among marketers.

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Tine Faseur et al (2006)23 in their article “Different positive feeling leading to different advertisement evaluations” examined the debate about the valence based multidimensional views of feelings. The impact of three different positive context and advertisement-induced feelings on advertisement effectiveness was compared. Support for the multidimensional view of feeling was found in the sense that advertisement - and context-evoked coziness, excitement and romance had a different impact on advertisement evaluations. In addition, a significant interaction between advertisement - and context induced feeling indicated that advertisements that were exciting, romantic and cozy scored best in feeling-communed context.

Daniel J. Howard et al (2006)24 in their article “Broadening the scope of reference price advertising- a field study of consumer shopping involvement” analyzed the current understanding of reference pricing requires broadening to reflect correct advertising practices and shopping behavior. The findings yield two insights for advertising. First reference pricing result in favorable price perceptions and store intentions only when consumers are shopping for a product.

Secondly, when

consumers are shopping for a product, reference pricing paired with limited-time availability resulted in favorable price perceptions.

S.John Gabrief (2006)25 in his article “Impact of television advertisement on youth” concluded that toady’s youth are no fools and are far more sophisticated than they were 20 years age , when many of today’s youth advertising guidelines were written. Because of the combination of color, sound and action, television attracts more viewers than any other medium (with the exception of cinema). TV is perceived

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as a persuasive medium of communication. Moreover, the youth is treated as “special audience”.

Young Zhang et al (2006)26 in their article “Response to humorous advertisements” investigated the relationship between audience involvement in a critical audience state in humorous

advertising and the response to humorous

advertisements. It is hypothesized that the degree to which the audience is involved with the advertisements. Determines how the advertisement humor is processed because the functions that advertisement humour plays vary depending on the state of audience involvement. An experiment involving 360 participant tested the hypothesis. The results support the conceptualization of the roles of humour and the moderating function of audience involvement. Specifically, for products that are not intrinsically humorous, advertisement humor is more effective in influencing audience attitudes towards both, the advertisements and brand involvement is relatively low rather than high. Implications are discussed with regard to formulating advertising strategies employing humour as a device.

T.Frank Sunil Justus et al. (2007)27 in their article “Surrogate advertising –the positive side” expressed surrogate advertising is duplicating the brand image of one product extensively to promote another product of the same brand. This advertisement gimmick has its genesis in UK. Where English housewives protested against liquor advertisements as they felt that these advertisements were weaning their husbands’ away from them and hence perceived as a threat. The imagery used in most of the commercial is that which one can associate with alcohol. Surrogate advertising is not limited to whiskies and brandies. The recent elections provided some glaring

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examples. The election commission gives guidelines where the campaign has to stop within a certain time.

Swati Balaji (2007)28 in her article, “Designing a rural communication strategy” conducted a study in three districts of UP viz, Allahabad, Bhadobi and Morabadad covering a cross section of villages. The objectives of the study was to understand the unique mindset of the rural consumer and how that knowledge could help in developing appropriate strategy . In conclusion, it is clear, that along with a good comprehension of the market dynamics, a clear understanding of rural customs, belief perceptions and aspirations particularly with regard to the product category in question, is an absolute necessity. For only when communicator is aware of the emotional triggers of various stimuli could any truly effective communications strategy be developed.

Shanthi Naichappan (2007)29 in her article “Most popular advertisements” expressed that now a days, people go to movie theatre to enjoy advertisement rather than movies. The quality of advertisements has been admired by many of us in the recent past. This includes advertisements like India shining, hutch and aids advertisements. The public appreciate all the three advertisement as they are unique in nature entertaining and informative.

Dr. C. Anamdan et al, (2007)30 in their article “A study on brand preference of washing soaps in rural areas” Found that quality was the major driver to prefer a particular brand in washing soaps in the rural market. If preferred brands were not available, customers buy the available brands. It is found that there was a significanr

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relationship between the age of the respondents and the factors influencing the customer’s brand preferences. It is also found that there was no significant relationship between the type of income of the respondents and the factors influencing the customers brand preferences. High price and non-availability were the key reasons for dissatisfaction of the rural consumers.

R.Rengith Kumar (2007)31 in his article “An evaluation of television advertising of masala powder in Pollachi (Tamil Nadu)” found that advertisement influenced product purchase, of consumer in a non-durable product like Masala powder, the main factor is the quality. Advertisement created more brand awareness and it influences the consumers when more than a dozen brands of Masala powder are competing and fighting to create mass awareness and sales.

Rajesh Shinde (2007)32 in his article “Recent facts consumer behavior” “A case of rural market” explained that rural India has more than 70 percent population in 6.27 lakh villages which has a huge market for FMCG products. The entire income group purchased the FMCG product, but their brands differed from each other. The place of purchase, which the rural consumer preferred, was the weekly market, which was a good channel of distribution of FMCGs. Moreover the youth who visit the towns and cities are influenced by the city culture and it is reflected in their purchasing decision. Overall, the marketer should understand the customer before taking up the road to the rural market.

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Kervin T. Shanahan et al. (2007)33 in their articles “Truths, Half-Truths, and Deception” expressed the difference in emotional response to the advertisement, overall attitude towards the advertisement and perceived social responsibility of the sponsor. These were tested across four types of public service announcements. The four types of anti drunk driving advertisement include employing truth in advertising, implicative, actor portrayal disclosure and deceptive advertising. The research found that the use of real victims in print advertisements PSA, garners the strongest emotional response, the most positive attitude advertisement, strongest perceived social responsibility and the highest productivity to denote to the non-profit. Conversely, the use of deceptive advertising is not advertising is not significantly different from using an actor portrayal disclosure as perceived social responsibility and emotional response to the advertisement.

Lynne Eagle (2007)34 in his article “Commercial media literacy” explained that the commercial sponsored media literacy initiatives aimed at education of children. The persuasive nature of advertising was evaluated against implicit theories underlying their use, criticizing the motivation behind their implementation and the effectiveness of evidence. Media literacy interaction analysis should be situated more explicitly within the context of the age-related development of cognitive skills and also within debate regarding possible negative impacts of persuasive communication. In addition, the debate, the development of future interventions and research into the complex combination of factors influencing dietary and life style choices should incorporate evolving media forms, media convergence and the blurring of advertising, information and entertainment.

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Ashish Points (2007)35 in his article, “TV Scrolling advertising services at Doordarshan” expressed that TV scrolling services is the form of advertising services wherein the text messages are displayed at the bottom of the TV screens and the messages are repeated over a period continuously giving it a scrolling effect. Initially TV scrolling was extensively used for the broad casting of social messages, issue of warnings regarding floods and cyclones. Subsequently the TV scrolling service has been developed for the commercial purpose also TV scrolling service of Doordarshan is in the evaluation stage. Each relay centre would have its own experience. Challenges have to be faced with limited staff and resources. But if the TV scroll service of doordharshan has been established and sustained, there was need to accept the challenges and also seek the solution to the problem.

Dr.Karumesh Saxena et al (2007)36 in their article “An empirical study of compatibility of advertising channels and products categories” explained the fiercely competitive pressures that have led to the adoption of innovative marketing practices. In recent times the growth and penetration of electronic media has tremendously increased. The marketers have attempted to a create niche for their product and services. Against that back drop an attempt has been made in this paper to empirically analysis the form of advertising channels with appropriate products categories. The findings of the study reveal the sharp contrast regarding the different categories of TV channels. It implies clearly from the forgoing analysis that the advertisers carefully select the appropriate TV channel space to reach the targeted audience. It not only makes sound business sense on their part but it is convenient for the customers as well to make more informed decision about whether to buy those and services or not.

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Swetha Tanwar (2007)37 in her article “Ambient media advertising : A new era of creativity,” expressed the ambient media communication platforms that surround us in every day life. These are innovative and rapidly expanding the scope of our home advertising media. Ambient media imposes an impression on consumers when they perhaps were not ready to receive which, means that they were not prepared to ignore advertisement either. In India the advertising industry’s landscape has changed completely and as one move from traditional advertising media like radio and television to an idea centric media, clients now have huge interest in any new way of getting their message out to the consumers who were no longer listening. It ahs become a part of Indian advertising scene also.

Dr.Sabita Mahapatra (2007)38 in her article “Impact of emotive advertisements” expressed that advertisements should provide the pictures of reality and different kinds of people and the kind of lives they could lead. Advertisements should offer not only a product but also a life style. The effect largely depends on finding out the stages of the consumers and their present dominating needs. It is found that many consumers not only the needed to be assured of their worth, but also needed to feel special. In order to effectively persuade, advertisements should associate certain values such as love, friendship, neighborliness, pleasure, happiness, and sexual attraction and genes of power thereby transferring these values are attitude to the product. “Advertising has particular function in evoking emotions and feeling through the promise of pleasure and then connecting them to the purchase or possession of a product. Therefore, an image of emotion combined with confidence and power was what should be portrayed in the advertisements.

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MaisSukkar et al. (2007)39 in their article “Advertising in the middle east: Exploring the impact west” expressed that the language of advertising is family connected to cultural norms, which in turn have an influence on modes of advertising which hinges upon devising creative ways to match the advertising content with socio-cultural norms and the legal environment of any particular country. Advertising must consider differences among countries in the international scene, taking into the account factors such as cultural media availability in the stage of industrial development there is a call of shift from studying the words cultural studying the process of hybridization. However the researcher knows too little about the Middle East in marketing to follow that path yet. It is the intention of this study to stimulate through about the region to better inform marketing practice and research in future.

Bhawna Garg (2007)40 in her article “Rural marketing study of consumer behavior with reference to hair oil” analyzed the factors influencing brand choice regarding various products. The researcher observed that television advertisement had deep impact on the minds of consumers in villages. It was found that majority of the respondents had changed their brand of hair oil through television advertisements.

Sudas Roy et al (2007)41 in their article “Psychographics and it effect on purchase frequency –a study of college-goers kolkata India” analyzed the psychographic characteristics of village college-goers of urban India and also underlined the effect of psychographics on the frequency of purchase of different products/ services by them. AIO (Activities interest and Opinions) inventory and the List of value (LOV) scale were used to understand the psychographics of the target population. Frequency of purchase of the products and services was also noted. It was found that the

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psychographics had a strong correlation with product/ services groups with similar purchase frequencies. Specifically, there would be a better match between product and communication sign of the marketer with the needs of the frequent purchaser. This would ultimately lead to more sales and profit for business organizations.

Kim Shyam Fam et al (2008)42 in their article “A study of liked/ disliked television commercials in India” analyzed what contributes to advertising like ability and advertising dislike ability in India by surveying the respondents in Mumbai. The study identifying the seven likable attributes namely “entertaining, ‘warmth’, strong/distinct/ sex; ‘soft sell ‘’relevant to me’ ‘trendy/modernity/stylish;, and status appeal. Some of these attributes were similar to previous studies while others are uniquely Asian based attributes. For dislikeability, the adjectives in these attributes were mostly behavioral related. the liking and disliking of the commercials were attributed to general Indian values., family values and religious adherence. For international marketers interested in advertising in the Indian market. It must be remembered that culture plays an important role in consumer perspectives and attributes, and so marketers must be take into account local sensitives. Further research is suggested to gain an understanding of advertising likeability and dislikability and purchase intention.

Jullian Villanueva et al (2008)43 in their article, “The impact of marketing induced verus word-of- mouth customer acquisition on customer equity growth” analyzed investments or companies could acquire customers through costly but fastacting marketing investments or through slower but chapter word-of-mouth processes. Their log term success depends critically on the contributing of each acquired

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customer to overall equity. An application to a web hosting company reveals that marketing-induced customers add more short-term value word-of-mouth customers add nearly twice as much long term value to the firm.

Dr. Rashmiprakash (2008)44 in her article, “The role of women in advertisement” concluded that advertisements seem to be obsessed with gender and seuality and continue to represent an arena in which gender display plays a major role. Television has a wide reach and it could be effectively utilized to empower women through innovative programs. Women are aware that he trends in advertisements in particular and the media t large. Are to seen within the broad historical social context. Many women and men professionally engaged in advertising do have sensitive consciences. High ethical standards. But even for them external pressures-from the events who commission their work as well as from the competitive internal dynamic professioncould create powerful inducements to unethical behavior.

Peter .J Danahar et al (2008)45 in their article titled, “ The effect of competitive advertising interference on sales for package goods” expressed that competitive advertising interference could occur when viewers of advertising for a local brand were also exposed to advertising measures for competing brands within a sort period.(e.g one week for television advertising). Although competitive advertising interference has been shown to reduce advertising recall and recognition and brand evaluation measures, the results showed that competitive interference effects on sales were strong. when one or more brands advertising in the same week is the focal brand, the advertising elasticity diminishes for the focal brand.

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Kunal Gaourav (2008)46 in his article titled “International advertising strategy standardization or adoption?” analyzed that have there was a well known fact that the whole world was shrinking towards a common market place where companies from various countries are offering products and services for the cosmopolitan customers. Very often firms are adopting different approaches for advertising products and services in overseas market even for the same products with same features. Although the intent of this article was to develop the comprehensive frame work to capture the relevant factors influencing the international advertising decision regarding adoption, and to understand what makes a particular approach for advertising to remain unbeaten across the action, this article certainly contributes to the ongoing debate of standardization versus adoption approach of advertising. Finally it could be said that no single advertising approach is perfect throughout the globe. Among all the approach in advertising, contingency approach of international advertising is more acceptable as this approach not only recognizes local differences but also accommodates some degree of standardization. Decision makers must have a clear understanding regarding the nature of products and services, local market situations, budget constraints, communication objective before selecting a particular approach of advertising to design effective advertisements for international customers.

Manish Metal (2008)47 in his article “TV viewing behavior among Indian kids” analyzed the importance of TV among Indian children have become the most important market segment and the focus of attention for the marketers and advertisers. The knowledge would be helpful in designing promotional strategy to reach the most prominent marketer in the superior way. With these objectives, the author carried out research to understand the TV viewer’s habits of Indian children. The study provides

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evidence that Indian children like watching TV. They prefer TV viewing over than activities like playing, reading and studying. On an average, they watch 1.20 hours on weekdays, while on weekdays on holidays , the average TV viewing time increases to 2.47 hours. While children like watching TV the most, they are not found of TV advertisement and do not like watching them. The research also indicates that kids’ channels are very popular among children, with Disney channel topping the list of most preferred TV channel.

Dr. Sachin S. Vernekar et al (2008)48 in their article “Kids mean businessmarketers beware! A market survey on impact of advertisements on Indian kids” attempted to study the impact of increase in disposable income on the spending pattern of parents across categories and how kids influence their buying decisions. Advertising marketing is increasingly ubiquitous in children’s world and that world is becoming less accessible to parents. Major advertisers are in school, on the internet, on video films and music as well as on TV, which children increasingly prefer. They concluded that their influence children exert on the purchasing decisions in households is extensive and on the increase , which might be distributed to using disposable income on the one hand increasing effect of advertising on the other.

Jaime Noriega et al (2008)49 in their article “Advertising to bilinguals: Does the language of advertising influence the nature of thoughts?” considered whether the choice of language of advertising to bilinguals influences the types of thoughts they have in response to an advertisement. The underlying issue was whether advertiser could use language of execution of a strategic variable with which to generate certain types of associations that might facilitate persuasion. The author considered the issue

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from social cognition perspective. They hypotheses that a native – language advertisement was more likely to elicit self- referent thought about family, friends, home land, which in turn

might lead to more positive attitude measures and

behavioral intentions. Further –more the author showed that these effects were moderated by the consumption context presented advertisements.

Anil Chandhok et al (2008)50 “Creativity a strategy to successful advertising” expressed the importance of advertements in the common’s life. In the present scenario, business houses the world over are facing stiff competition, were in to survive and be successful, rational thinking accompanied by creativity is essential. The article discusses one dimension of strategy i.e creativity to give an idea about the importance of strategic thinking in the changing environment. Creativity as strategy can be applicable in business organizations including the service sector. The authors concluded that creativity, as a energy can be the key to successful advertising. Along with creativity, the organizations must have a clear, robust and motivating strategy, formulated by using a proven process. Technology strategy can also be used to gather information about the customers using the technological gadgets like internet portal and telephones. Even animations used for advertisements are also technologically creative. Finally the authors concluded that for a good advertising strategy, a focused diversified and global attitude is must. After a brief review of the past

related studies and ascertaining the

individuality of the present study in this chapter, the study steps further to bring out the growth and development of the markets and TV advertisement in India and to visualize the current scenario in chapter III.

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