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“TV advertisement effect on purchase intention of youth” Aqsa Ashraf M15MBA064

April 12, 2019 0 Comment

“TV advertisement effect on purchase intention of youth”
Aqsa Ashraf
M15MBA064
(2015-2019) Banking and finance 3rd semester
Hailey college of banking and finance
Abstract:
In today era television advertisement played a brilliant role and help in marketing . To increase purchase intention specially youth regards rock music interest and effective product advertisement frequently repeating advertisement and their favorite celebrity endorsements. From previous some years tv add increase number of people who influenced by advertisement.Therefor in this research we discuss impactful relationship and influence of tv add on youth purchase intention because of growing interest of youth towards media.

Keywords: Effective, television, advertisement, product, rock music.

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Introduction:
Television advertisement play a very lead role in the field of media and television is a very effective medium. Tv add is a paid service. Television media is not very difficult to understand for literate and illiterate people . But in current era television is very attractive medium for youth . youth is the 60% population of Pakistan( Pakistan youth bulge Human resource development ) . On a famous channel per minute rate of tv add is costing from (50000-190000) in different hours . SO the need of advertising area is that what type of commercials are made which attract youth. TV add is the combination of audio and video. Youth is impressed by their favorites characters and when they saw a commercial again and again it leave a long lasting impression on their mind. Music is very famous among youth so a commercial which have music in it it also attract people who are very fond of music. If tv advertiser appealed in a sensational way then its surely gain the intention of youth . Teenagers also very keen observer of tv and whenever they anything which advertise on tv shortly catch their attention. TV advertisement also changes the trend because whenever a young person saw the advertisement he says that I need this thing because my favorite star use this. And it’s also a psychological effect that whenever you saw a thing again and again it’s completely observes in tour mind. Now a day’s market is become so catchy so that it’s essential to know that what type of method is used in advertisement which catch youth attention. Effective product advertisement mean a advertisement which contains effective. Buda and Zhang (2000) revealed that important Message should come first to hold consumers’
interest and to convince them about the product advertised. According to Wang, Cheng and Chu (2012) celebrity
endorsement, advertising effect, and advertising appeal positively influence purchase Intention. Involvement has been
extensively used as a moderating or explanatory variable in consumer behaviour (Dholakia, 1997; 1998)
So as effective advertisement and rock music include in tv advertisement it make advertisement more appealing and attentive for youth.
Problem statement:
What type of advertisement should be made for catching consumer specially youth attention with showing specific product and using rock music for attracting music. There is somehow high cost spend on advertisement so there should be a perfect advertisement made for catching consumer purchase intention.

Significance:
The significance of this research is that this research help advertiser to get know that advertisement including effectiveness and rock music which is the the independent variables used in research paper is get more attention of youth.

Objectives:
Influence that create through effective tv advertisement to gain the attention of youth
Influence that create through rock music for gaining youth attention in tv advertisement.

Purposes:
The purpose of this research is to done a analysis of relationship and influential impact of television advertisement on youth purchasing intention. As youth is very keen observer of rock music and it effect there purchasing behavior and decisions and because of frequently repeating add and endorsements of celebrities which are their favorite surely affect their behavior towards products.
Hypothesis:
H0 : There is no association between effectiveness of product advertisement and television advertisement.

H1: There is association between effectiveness of product advertisement and television advertisement.
H2: There is association between rock music and advertisement.

H01: There is no association between rock music and television advertisement.

.

Literature review:
Advertising is to create understanding, liking, and selection of product or services. The most influencing theory in marketing and advertising research is attitude-towards-the-add . However, the attitude that is formed towards the ad help in influencing consumer’s attitudes and perception toward the brand until their purchase intent (Goldsmith & Lafferty, 2002)
Shiffman and Kanuk (2004) explain the meaning of “consumer behavior” as the behavior that consumer behave in the form of acquiring, buying, using, evaluating, or consuming product, service and idea to fulfill own need, and be the study of the decision making of consumer in spending resources, both money ,time and power for consuming products and services that included (1) what to buy, (2) why to buy, (3) how to buy, (4) when to buy, (5) where to buy, and (6) how often to buy.
A study by Sharma (2007) finds that nowadays consumer is not easily swayed by a celebrity in an ad but he needs full fledge information about the product also, followed by brand name, overall appeal, and music/ jingle. Advertisements being endorsed by celebrities are found to be less attractive and that the use of celebrities may not change the buying behavior of consumers significantly.
According to Liebeck (1998) teenagers are now more knowledgeable. They are truly the internet generation, and get their news and information primarily from television. The television medium is the most attractive and important place to advertise. Most of the young people remain glued to the television and enjoy what they see. As a wide range of products and services are consumed or used by children, many companies tend to target them (Chandok, 2005). According to Fedler et al. (1982) during the years 1970 to 1980, rock music gave birth to sex and drugs. Rock
music became the reason of these things in young and adolescents. Weidinger and Demi (1991) they said that
listening to metal music has become reason of creating disturbance in life and using drugs. Sargent et al. (1997) made a survey of 1265 youths of rural New Hampshire and Vermont aged between 10 to 19years old, and they found that smoking is caused by watching advertising which contain use of smoking. Children
are attracted towards advertisements that make them happy make them please and feel good (Collin, 1990, Maher).

Many advertisers and agencies
believe that advertising creates “magic in the market
place” (Russel&Lane, 1996.)
Themodels of advertising suggest
that to be effective, any piece of persuasive
communication must carry its audience through a
series of stages each stage being dependent on the
success on previous stage (wilmshurst, 1985; Lavidge&Steiner 1961’Leckenby, 1976; Colley, 1961
MODEL:
Theoretical model is used in this research
Dependent:
Tv advertisement effect on youth purchase intention
Independent:
Effective product advertisement
Rock music

Effective product advertisement

Rock music
TV
Advertisement
Youth purchasing intention

TV advertisement effect youth purchasing intention
Method: Data: primary data is used in this research.

Collection: data is collected by questionnaires . Questionaire is adapted according to research its modify and for the sake of accurate data some reversal questions are also present in quetionaire.

Size: From 60 respondents data is collected .
Respondents: There are 50% females and 50% males .

Here is the demographical analysis.

GENDER
Frequency Percent Valid Percent Cumulative Percent
Valid FEMALE 30 50.0 50.0 50.0
male 30 50.0 50.0 100.0
Total 60 100.0 100.0 Age
Frequency Percent Valid Percent Cumulative Percent
Valid 15-19 11 18.3 18.3 18.3
20-24 36 60.0 60.0 78.3
25-29 13 21.7 21.7 100.0
Total 60 100.0 100.0 QUALIFICATION
Frequency Percent Valid Percent Cumulative Percent
Valid Bachelor and less 19 31.7 31.7 31.7
masters 31 51.7 51.7 83.3
M.phil or more 10 16.7 16.7 100.0
Total 60 100.0 100.0 TV VIEWING HOURS
Frequency Percent Valid Percent Cumulative Percent
Valid 0-2 7 11.7 11.7 11.7
2-4 21 35.0 35.0 46.7
4-6 31 51.7 51.7 98.3
6-8 1 1.7 1.7 100.0
Total 60 100.0 100.0 Reliability analysis :
Scale: TA ( Television advertisement)
Reliability Statistics
Cronbach’s Alpha N of Items
.890 6
.890>.70 scale is reliable.

Scale : EA ( Effective Advertisement)
Reliability Statistics
Cronbach’s Alpha N of Items
.918 7
.918; .70 EA is highly reliable scale.

Scale:RM ( Rock Music)
Reliability Statistics
Cronbach’s Alpha N of Items
.857 3
.857>.70 scale is acceptable
Relationship:

For checking the relationship correlation analysis is here:
SCALE: Effective product advertisement
Correlations
like product add repeated product add 50% buy after watching product add spend money on add products effect celebirty endrosementNot add product enforce yourself after wartching product add
like product add Pearson Correlation 1 .760** .703** .798** .726** .533** .680**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 60 60 60 60 60 60 60
repeated product add Pearson Correlation .760** 1 .551** .639** .678** .532** .737**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 60 60 60 60 60 60 60
50% buy after watching product add Pearson Correlation .703** .551** 1 .710** .532** .521** .712**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 60 60 60 60 60 60 60
spend money on add products Pearson Correlation .798** .639** .710** 1 .573** .424** .771**
Sig. (2-tailed) .000 .000 .000 .000 .001 .000
N 60 60 60 60 60 60 60
effect celebirty endrosementPearson Correlation .726** .678** .532** .573** 1 .478** .508**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 60 60 60 60 60 60 60
Not add product Pearson Correlation .533** .532** .521** .424** .478** 1 .440**
Sig. (2-tailed) .000 .000 .000 .001 .000 .000
N 60 60 60 60 60 60 60
enforce yourself after wartching product add Pearson Correlation .680** .737** .712** .771** .508** .440** 1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 N 60 60 60 60 60 60 60
**. Correlation is significant at the 0.01 level (2-tailed). Scale RM(.Rock Music ):
Correlations
Like musicaddlike product used in music video covaince to product through fav music
Like musicaddPearson Correlation 1 .578** .778**
Sig. (2-tailed) .000 .000
N 60 60 60
like product used in music video Pearson Correlation .578** 1 .678**
Sig. (2-tailed) .000 .000
N 60 60 60
covaince to product through fav music Pearson Correlation .778** .678** 1
Sig. (2-tailed) .000 .000 N 60 60 60
**. Correlation is significant at the 0.01 level (2-tailed). SCALE: TA ( Television advertisement)
like tv add enforce after watching tv add celb appare in add frequently tv add first sight inspired by tv add inspired by selling product again and again
like tv add Pearson Correlation 1 .728** .798** .506** .591** .714**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 60 60 60 60 60 60
enforce after watching tv add Pearson Correlation .728** 1 .590** .442** .513** .708**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 60 60 60 60 60 60
celb appare in add Pearson Correlation .798** .590** 1 .485** .479** .705**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 60 60 60 60 60 60
frequently tv add Pearson Correlation .506** .442** .485** 1 .427** .426**
Sig. (2-tailed) .000 .000 .000 .001 .001
N 60 60 60 60 60 60
first sight inspired by tv add Pearson Correlation .591** .513** .479** .427** 1 .551**
Sig. (2-tailed) .000 .000 .000 .001 .000
N 60 60 60 60 60 60
inspired by selling product again and again Pearson Correlation .714** .708** .705** .426** .551** 1
Sig. (2-tailed) .000 .000 .000 .001 .000 N 60 60 60 60 60 60
**. Correlation is significant at the 0.01 level (2-tailed). Regression analysis:
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .898a .807 .800 2.46816
a. Predictors: (Constant), RM, EA ANOVAbModel Sum of Squares dfMean Square F Sig.

1 Regression 1452.637 2 726.318 119.228 .000a
Residual 347.234 57 6.092 Total 1799.870 59 a. Predictors: (Constant), RM, EA b. Dependent Variable: TA CoefficientsaModel Unstandardized Coefficients Standardized Coefficients t Sig.

B Std. Error Beta 1 (Constant) 1.945 .846 2.298 .025
EA 3.664 .432 .714 8.475 .000
RM .489 .176 .235 2.788 .007
a. Dependent Variable: TA Conclusion:
Relationship:
Because of 0.8 r adjusted square so there is very strong relationship between dependent variables ( tv advertisement ) and is independent variables ( rock music , effective product advertisement).
Influence:
All the significance values
variables Significance Check at (0.05) Results

TV add 0.025 0.025<0.05
There is association between tv add and its independent variables
Effective product add
0.000
0.000<0.05
There is association between tv add and effective product advertisement
Rock music 0.007 0.007<0.05 There is association between tv add and rock music.

Findings :
Its proven that there is relationship and association present in both independent variables and dependent variables a our youth is greatly involved in effective product add because of frequently repeating and celebrity endorsements effects. And youth is also inspired by rock music which currently used by advertisers.

Conclusions:
As there is very strong relationship between tv add ,rock music and effective product add so there should be such type of advertisement made that has rock music involve in it. And advertisement should be frequently repetitive and has involve their favorite celebrities which endorse them to select those product which prove impactful for them.

Limitations:
This research only confined to relationship of tv add purchase intention of youth regards rock music and effective product advertisement ( frequently repetitive add , celebrity endorsements) . And this research mainly discuss reliability analysis ,correlation and regression which tells the relationship and influence of independent variables and dependent variable.

References:
. Schiffman, L.G. and Kanuk, L.L., 2004. Consumer Behavior (8th ed.). Upper Saddle River, NJ: Pearson.
. Sharma Sandhir (2007), “Celebrities don’t affect consumer decision making, says study”, from www.indianmba.com/Faculty Column
Goldsmith, R. E. & Lafferty, B. A. (2002). Consumer response to websites & their influence on advertising effectiveness. Internet research. Journal of Electronic Networking Application and Policy, 12(4), 318-328
Fedler F, Hall J, Tanzi L (1982), Popular songs emphasizes sex, deemphasize romance. Mass Commun Rev 9:10–15.

Sargent JD, Dalton MA, Beach M, Bernhardt A, Pullin D, Stevens M (1997), Cigarette promotional items in public
schools. Arch Pediatr Adolesc Med 151:1189–1196.

(Russel & Lane, 1996.) Advertising procedure (13
ed.).USA: prenticeHall Inc.

(wilmshurst, 1985; Lavidge & Steiner 1961′
Leckenby, 1976; Colley, 1961).Advertising principles
and practices
Adapted Questionaire:
QUESTIONNAIRE REGARDING TV ADVERTISEMENT ON YOUTH BUYING BEHAVIOR
Demographics:
Age : i) 15-19 ii) 20-24 iii) 25 -29
Gender : i) male ii) female
Qualification: i) Bachelor or less ii) masters iii) m.phil or more
Tv viewing hours: i) 0-2 ii) 2-4 iii) 4-6 iv) 6-8
Please tick the appropriate box :
Effectiveness of
advertisemet :
QUESTIONS: Agree=1 Strongly agree=2 Neutral=3 Disagree=4 Strongly disagree=5
1 Do you like the product advertisement? 2 Does it effect to watch the product advertisement repeatedly? 3 Do you influence your parent/ yourself for purchasing more
than 50% of any product after watching the advertisement? 4 Do you spend most of your pocket money/salary on
advertised product? 5 Do you happy to watch the your fav celebrity in advertisement? 6 Do you purchase that product which is not
advertised? 7 Do you enforce yourself to purchase the product
after watching the advertisement? Rock music:
Questions Agree=1 Strongly agree=2 Neutral=3 Disagree=3 Strongly Disagree=5
1.Do you like music advertisement?
2 Are you convinced by the products used in music
videos? 3 The products advertised by your Favorite music
star convince you very much?
Tv advertisement:
Questions Agree=1 Strongly agree=2 Neutral=3 Disagree=4 Strongly disagree=5
Do you like to watch the TV advertisement? 2 Are you enforcing the parent/yourself to buy the products
after watching TV advertisement? 3 Are you enforcing yourself to purchase
items after watching fav celebrity characters
advertisement? 4 Do you like to watch frequently appearing TV
advertisement? 5 Are you influenced by TV advertisement at first
sight? 6 You are influenced by the product being
advertised by selling advertisement again and again? Thanks for your response and time
SPSS:

Reliability
Scale: Demographics
Case Processing Summary
N %
Cases Valid 60 100.0
Excludeda0 .0
Total 60 100.0
a. Listwise deletion based on all variables in the procedure.

Reliability Statistics
Cronbach’s Alpha N of Items
.073 4
Reliability
Scale: EA
Case Processing Summary
N %
Cases Valid 60 100.0
Excludeda0 .0
Total 60 100.0
a. Listwise deletion based on all variables in the procedure.

Reliability Statistics
Cronbach’s Alpha N of Items
.918 7
Scale: RM
Case Processing Summary
N %
Cases Valid 60 100.0
Excludeda0 .0
Total 60 100.0
a. Listwise deletion based on all variables in the procedure.

Reliability Statistics
Cronbach’s Alpha N of Items
.857 3
Reliability
Scale : TA
Case Processing Summary
N %
Cases Valid 60 100.0
Excludeda0 .0
Total 60 100.0
a. Listwise deletion based on all variables in the procedure.

Reliability Statistics
Cronbach’s Alpha N of Items
.890 6
Frequencies
Statistics
Demographics Demographics Demographics Demographics
N Valid 60 60 60 60
Missing 0 0 0 0
Frequency Table
Demographics
Frequency Percent Valid Percent Cumulative Percent
Valid FEMALE 30 50.0 50.0 50.0
male 30 50.0 50.0 100.0
Total 60 100.0 100.0 Demographics
Frequency Percent Valid Percent Cumulative Percent
Valid 15-19 11 18.3 18.3 18.3
20-24 36 60.0 60.0 78.3
25-29 13 21.7 21.7 100.0
Total 60 100.0 100.0 Demographics
Frequency Percent Valid Percent Cumulative Percent
Valid Bachelor and less 19 31.7 31.7 31.7
masters 31 51.7 51.7 83.3
M.phil or more 10 16.7 16.7 100.0
Total 60 100.0 100.0 Demographics
Frequency Percent Valid Percent Cumulative Percent
Valid 0-2 7 11.7 11.7 11.7
2-4 21 35.0 35.0 46.7
4-6 31 51.7 51.7 98.3
6-8 1 1.7 1.7 100.0
Total 60 100.0 100.0 Bar Chart:
Gender

AGE:

Qualification:

TV viewing hours:

DescriptivesDescriptive Statistics
N Minimum Maximum Mean Std. Deviation
Demographics 60 1.00 2.00 1.5000 .50422
Demographics 60 1.00 3.00 2.0333 .63691
Demographics 60 1.00 3.00 1.8500 .68458
Demographics 60 1.00 4.00 2.4333 .72174
Valid N (listwise) 60 DescriptivesDescriptive Statistics
N Minimum Maximum Mean Std. Deviation
like product add 60 1.00 4.00 1.8167 1.21421
repeated product add 60 1.00 5.00 2.0833 1.21141
50% buy after watching product add 60 1.00 5.00 2.5000 1.35921
spend money on add products 60 1.00 5.00 2.3000 1.36915
effect celebirty endrosement60 1.00 5.00 2.2167 1.27680
Not add product 60 1.00 5.00 2.4500 1.28122
enforce yourself after wartching product add 60 1.00 5.00 2.3833 1.46243
Valid N (listwise) 60 DescriptivesDescriptive Statistics
N Minimum Maximum Mean Std. Deviation
Like musicadd60 1.00 5.00 2.4167 1.44142
like product used in music video 60 1.00 5.00 3.0333 1.04097
covaince to product through fav music 60 1.00 5.00 2.5833 1.53260
Valid N (listwise) 60 DescriptivesDescriptive Statistics
N Minimum Maximum Mean Std. Deviation
like tv add 60 1.00 5.00 1.9833 1.37152
enforce after watching tv add 60 1.00 5.00 2.3667 1.26178
celb appare in add 60 1.00 5.00 2.3500 1.25988
frequently tv add 60 1.00 5.00 3.0167 1.29525
first sight inspired by tv add 60 1.00 5.00 3.1333 1.46677
inspired by selling product again and again 60 1.00 5.00 2.5667 1.39450
Valid N (listwise) 60 Interactive Graph

Interactive Graph

Interactive Graph

Interactive Graph

Correlations
Correlations
like product add repeated product add 50% buy after watching product add spend money on add products effect celebirty endrosementNot add product enforce yourself after wartching product add
like product add Pearson Correlation 1 .760** .703** .798** .726** .533** .680**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 60 60 60 60 60 60 60
repeated product add Pearson Correlation .760** 1 .551** .639** .678** .532** .737**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 60 60 60 60 60 60 60
50% buy after watching product add Pearson Correlation .703** .551** 1 .710** .532** .521** .712**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 60 60 60 60 60 60 60
spend money on add products Pearson Correlation .798** .639** .710** 1 .573** .424** .771**
Sig. (2-tailed) .000 .000 .000 .000 .001 .000
N 60 60 60 60 60 60 60
effect celebirty endrosementPearson Correlation .726** .678** .532** .573** 1 .478** .508**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 60 60 60 60 60 60 60
Not add product Pearson Correlation .533** .532** .521** .424** .478** 1 .440**
Sig. (2-tailed) .000 .000 .000 .001 .000 .000
N 60 60 60 60 60 60 60
enforce yourself after wartching product add Pearson Correlation .680** .737** .712** .771** .508** .440** 1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 N 60 60 60 60 60 60 60
**. Correlation is significant at the 0.01 level (2-tailed). Correlations
Correlations
Like musicaddlike product used in music video covaince to product through fav music
Like musicaddPearson Correlation 1 .578** .778**
Sig. (2-tailed) .000 .000
N 60 60 60
like product used in music video Pearson Correlation .578** 1 .678**
Sig. (2-tailed) .000 .000
N 60 60 60
covaince to product through fav music Pearson Correlation .778** .678** 1
Sig. (2-tailed) .000 .000 N 60 60 60
**. Correlation is significant at the 0.01 level (2-tailed). Correlations
enforce after watching tv add celb appare in add frequently tv add first sight inspired by tv add inspired by selling product again and again
.728** .798** .506** .591** .714**
.000 .000 .000 .000 .000
60 60 60 60 60
1 .590** .442** .513** .708**
.000 .000 .000 .000
60 60 60 60 60
.590** 1 .485** .479** .705**
.000 .000 .000 .000
60 60 60 60 60
.442** .485** 1 .427** .426**
.000 .000 .001 .001
60 60 60 60 60
.513** .479** .427** 1 .551**
.000 .000 .001 .000
60 60 60 60 60
.708** .705** .426** .551** 1
.000 .000 .001 .000 60 60 60 60 60

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