IMPACT of TV ADVERTISEMENT on CONSUMER BUYING PREFERENCE – a LITERATURE REVIEW Anisa Khanam1, Dr

IMPACT OF TV ADVERTISEMENT ON CONSUMER BUYING PREFERENCE – A LITERATURE REVIEW Anisa Khanam1, Dr. Abhay Verma2 1Research Scholar MGCGV, Chitrakoot M.P. 2Reader, MGCGV, Chitrakoot M.P.

ABSTRACT Television (T.V.) is one of the best known recreation sources because of its audio-visual communication. T.V. enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to large and widely distributed audience. TV play a major role in persuading, informing and reminding both potential and existing customers towards making a brand decision. It plays a vital role in shaping dreams and aspirations and helps customer take conscious product and brand decisions. T.V. advertisements usually play a role in either introducing a product or reinforcing the familiarity to the product and also convincing to purchase the product. . T.V Advertisements with endorsements create easy remembrance for the customers for the advertised brand or product as the customers associate the brand with the celebrity and can easily register the brand. TV Advertising also helps in creating Top of the Mind Awareness of a brand and aims at facilitating brand recall. The focus of this paper is to understand if TV Advertisements have an impact on Consumer Buying Preference. Keywords:- TV Advertisement, TOMA.

I. TV ADVERTISEMENT Advertising is simply a creative form of communication; a friendly conversation requiring a response, even with emotion from time to time which engage the consumer in the message. It is a message, generally influential in nature, but not intended to be forceful or immediate. Advertising is considered a positive institution, creating awareness about products and services. While at the same time it is considered a key practice in encouraging consumers to spend money on goods, they otherwise would not purchase, if they had not heard the persistent message conveyed in the advertisement. Advertising plays a prominent role in selling goods and services. Consumers sit in front of the television in the hope of catching some of their favourite spots. Television is often called "king" of the advertising media, since a majority of people spend more hours watching TV per day in comparison to any other medium. Television uses the combination of sight, color, sound and motion to create an effect. TV has proved its credible power in influencing human behavior repeatedly. The Television Advertisement is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television. Advertising on television can give a product or service instant reliability and reputation.

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II. COMPONENTS OF GOOD TV ADVERTISEMENTS There are many strategies for creating desire in the customer. An ad usually has about 10-30 seconds to accomplish the goal. The five features that all good advertisements have in common during this time period are: 2.1 Attention Grabbing Features like music, a beautiful woman, repetition, loud sounds, visual humor appeal to the basic sensory perceptions and if done right, they work the best. 2.2 Trust Development An advertisement should establish the company offering the product, as deserving of trust. This can often be accomplished simply by making a well produced advertisement with likable characters. 2.3. Positive Associations Little babies, cute animals, beautiful women, comedy, celebrities and nostalgia are often found in commercials, because they create positive feelings in people and are the easiest ways to establish positive associations with the products. 2.4. The Desire Hook All good advertisements tell a story about the product and its utility to the consumer to create a desire for repeated purchasing. 2.5. Action Motivator Once the story has been told, the advertisement must now prioritize in turning the established “desire” into action. With many products, creating the desire is sufficient to motivate action and the product must be desirable enough to sell itself. But for other products, the customer will probably need a little prodding. Simply ending a commercial with a call to action will often suffice. Calls to action always require to be verbal but also behavior. Humans often act on the basis of imitating others behaviour. Therefore the viewers adds action of his/her role model

III. IMPACT OF TV COMMERCIALS ON CONSUMERS Advertising and sponsorship respectively influence the local target group in different ways. They also affect international brand in term of its impact on brand image and brand equity. Moreover, depending on a person‟s age, consumers view brands differently, and thus have an effect on national and international brands. Together, these factors influence the way in which a brand is perceived, and consequently influence consumer preferences. The consumer in this era is in target of massive media attacks which are effectively planned, and enlightened with glamour and targets the emotions, needs, wants and demands of the consumers. Marketers and companies are spending billions of dollars on consumer research and to know the important factors involved in consumer decision making. While talking about the marketing mix now a days marketer‟s main focus is on designing persuasive messages/commercials to attract the target customers. Because advertisements considerably influence the choice of household products among the majority of the populace. So marketers are focusing and trying to attract and influence the consumers by designing ads that are considerably attractive and persuasive enough for their emotional attachment with the product.

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TV advertisements are powerful because they penetrate every segment of modern-day society and effectively influence how consumers view themselves, their neighbors, communities and the world. It remains a fact that the TV is the single major and foremost communicator of our times. As the world has become a global village through our electronic media, access to all international channels is also easy. From the point of advertisers or producers, the impact of TV commercials on consumers is positive. „Entertainment‟ is the major reason for TV viewing and a small proportion of the respondents view it for „information‟.

IV. KEY ISSUES IN TV ADVERTISING 4.1. Puffery Puffery is defined as an advertising, which praises the item to be sold with subjective opinions, superlatives, or exaggerations, with no statement on specific facts. 4.2. Taste and advertising Taste differs from person to person and an advertisement may not satisfy every individual. 4.3. Stereotyping in Advertising Certain category of people from the society is shown in the same characters in advertisements especially the women. 4.4. Women in Advertising Women in advertisements are portrayed solely in terms of beauty, house hold duties and motherhood.

V. TOP OF THE MIND AWARENESS Top-of-mind awareness (TOMA) is a company, brand or specific product coming first in customers when asked about a particular industry. The first recalled brand, product or company name (is said to have the top of the mind awareness) has a distinct competitive advantage in brand space, as it has the first chance of evaluation for purchase. TOMA is a result of various media activities that company undertakes in order to position its products / brands in the mind of the customers. Celebrities in advertisements could result in a better brand recall as customers of today associate with celebrities and even tend to copy them to some extent.

VI. LITERATURE REVIEW In Jerome D. Scott's (1943) opinion the effects on advertising outlays upon profit and liquidity are important considerations in setting outer limits for advertising. He also describes that normally a time lag occurs between advertising outlay and sale results. In his opinion the firm's resources set a real limit on advertising outlay. Analyzing the maximum extent up to which a firm can spend on advertising, Joel Dean (1951), observes that the advertising expenditures for each product should be pushed to the point where the additional outlay equals the profit from the added sales caused by the outlay. Martin Mayer (1958) puts forward three basic concepts with regard to a good advertisement. In his opinion an advertisement must basically be a believable one. Simple techniques, such as the use of pictures or diagrams also increase the believability of the advertisement. Repetition is another key concept in the case of advertising. 336 | P a g e

He suggests that it is better to have a long series of small advertisements than one extremely large advertisement as these act as memory ticklers among the consumers. The third concept put forward by him is the concept of the impression of message. In his opinion messages should be clear, complete and attractive. Philip Kottler (1965) opined that all the models so far developed by various scientists should be used in an integrated manner in order to understand the consumer in general. In his opinion, buying patterns are being influenced by price, quality, availability, service, style, option and image. Depending on the product involved, different variables and behavioural mechanisms assume different degrees of importance in influencing the purchase decision process. As per the National Readership Survey (1981) the newspaper - plays a prominent role in India with regard to the advertisements despite the spread of radio and T.V. As per the survey the national newspapers, particularly English language papers dominates the advertising area. Siinivas and Bhatias (1982) study revealed that homemakers showed positive attitude towards advertisements as an aid for selection of a product, and brand name and packaging as guide for quality. Mr.Namasivayam (1988) in his study on "Impact of advertisement and consumer preference of toilet soap” has focused that audio-visual medium of advertisement is the catching point to inspire the potential customers in selecting their brand of toilet soap. This study was conducted based on the socio-economic and psychological factors. Television is the source of the most widely shared set of messages and images in our history (Gerbner, Gross, Morgan, & Signorielli, 1986). It has become the primary common source of socialization and its mass produced images and messages "form the mainstream of a common symbolic environment" (Gerbner et al., 1986, p.18). Accordingly, television's chief function is enculturation, that is, to be a medium of the socialization of most people into their cultural roles and standardized behaviors (Gerbner & Gross,1976). Nakamura (1989) study reported that industrial advertisements shown in television were effective. Singal and Sehgal (1989) studied the factors influencing in the selection of toilet soaps on 120 girl college students and revealed that advertisement on T. V. were the most effective in influencing their selection, followed by media like cinema, slides/short films, magazines, newspapers and retail shop displays. Miglani et al (1991) conducted a study on the effect of different advertising media on the purchase of household goods and revealed that all the respondents were exposed to T.V. advertisements and television took the top rank for its effectiveness in the purchase of household goods by all the income groups followed by magazine in high and middle income groups. Joon (1992) study on the effect of television advertisements on the purchasing behaviour of homemakers revealed that 40 per cent of the respondents were influenced by their advertisements. The factors such as good quality, earlier experience, less consumption, cost and tv advertisements with the brand were important in influencing the respondents to repeat the purchase of brand. Mittal (1994), stated that people at large pronounce faint praise and harsh criticism towards TV commercials and categorically emphasized that TV advertising created many undesirable effects ranging from increased cost of goods to spreading materialization, promoting stereotype sex role of women and other unwholesome values and taking undue advantage of children.

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Rana (1995) undertook a study on T.V. advertisements and expressed that among the media, the impact of television advertisement on social behavior, including purchasing behavior was the greatest. The reason being that television has charm. Prema (1998) highlighted that TV advertisements continuously promote consumerism and thereby generate unrealistic desires in the rural youth. Competition drives the world not only in business but also in other fields. To face this competition getting immediate attention of consumers is the prime task for any Corporate. Celebrities are the new tools used to persuade the consumers. Rao (2000) revealed that penetration of TV, Satellite and radio has increased in rural as well as urban areas. Consequent to this it is observed that brand awareness and association with established brands is as high in rural areas as in urban areas. Centre of Media studies (2001) analysed the urban consumers with respect to their media habits and revealed that the more one watches television the more one tends to read the newspaper. Brace et al. (2002) studied whether disposition to TV advertising correlates with disposition to advertising in other media and disposition to direct mail. It addresses the question whether it is possible to generalize across different media or if there are differences that warrant a mixed media campaign. Mr.McGrath and Mr.Mahood (2004) in their study on “Impact of advertisement among consumers” have observed that products with high level of involvement score high on various measures (brand recall, brand attitude, attitude towards advertising and purchase intention) of effectiveness of the advertisement. Dr.C.Madhavi and Mr.S.Arul kumar (2006) in their study titled “Rural Marketing for - FMCG” have remarked that most of the consumers are influenced by quality of the product. So, the FMCG companies should strictly adhere to the quality standards. Selvaraj (2007) found that rural consumers are fundamentally different from their urban counterparts socially, psychologically, physiologically and literally. Murthy (2008) stated that the current number of commercial during the prime time and non-prime time has reached a threatening magnitude; the common man has begun zipping and zapping which frustrates the very concept of advertisement planning policy. Meyer-Waarden and C. Benavent (2009) in their article stated that in the retail sector, consumers typically patronize multiple outlets for a variety of products, which raises the important issue of how outlets can gain a greater share of consumer expenditures. One such way is to increase repeat purchases through loyalty programs. Chiang, D.A., Y.H. Wang, and S.P.Chen (2010) in their paper developed a methodology to detect the existence of repeat-buying behavior and discover the potential period of the repeat-buying behavior. The ORG Survey (2011) indicated that the major items which accounted for about 45-50 percent of the rural market were washing soaps, cleaning materials, toiletries and food and beverage .But the survey also observed that the growth rate was very significant in certain items like cosmetics and toiletries over the period of five years. Shukla Pritesh kumar Y. (2013) concluded that television plays an important role to increase competitiveness in rural areas. It was found majority of rural respondents are using television as their main source of information. It also strongly indicates that, the rural respondents who use television as their main source of information would be definitely getting knowledge of other brands from the same source.

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Swati Bisht (2013) found that there is positive relationship of emotional response with consumer buying and TV Advertisements. TV advertising impact on buying behavior of teenagers related to different residential backgrounds (i.e., rural and urban) and gender groups (i.e., male and female). Advertisements on TV have an impact on the trial of the product by the customer. Lokesh Sharma, Archana Singh & Dr. Parul D. Agarwal (2014) revealed that adults strongly believe that the TV advertisements have considerably influenced their buying process.

VII. CONCLUSION The literature review suggests that there is a positive relation between TV Advertising and Consumer Buying preference and that there is positive relationship of emotional response with consumer buying and TV Advertisements. Therefore, it is concluded that consumers purchase products by emotional response, rather that environmental response.. TV advertising impact on buying behavior of consumers related to different residential backgrounds (i.e., rural and urban) and gender groups (i.e., male and female). Advertisements on TV have an impact on the trial of the product by the customer.

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