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1. 0. 0INTRODUCTION 1. 1. 0NEED OF THE STUDY Advertising industry is grooming with investments of millions in the industry. The improvisation in advertisement production standards has attracted the audience in the past. Advertising can have wide-ranging repercussions on a society. Some critics suggest that advertising promotes a materialistic way of life by leading people to believe that purchasing products or services achieve happiness. Today mass number of people with various age group, gender, educational level, professions are seeing advertisements on various TV channels and, on habits, living has a broader impact.
Here this proposed study is narrowed down towards media and non-media students with respect to advertisement’s educational, informative, cultural and marketing impact. 2. 1. 0STATEMENT OF PROBLEM “A study of impacts of television advertising perceived by media and non-media students”. 2. 2. 0OBJECTIVES Following are the objectives of the present study: 4. 2. 1To study and compare the educational impact of television advertising perceived by media students and non-media students. 4 To study and compare the informational impacts of television advertising perceived by media students and non-media students. 2.
To study and compare the marketing impact of television advertising perceived by media students and non-media students. 2. To study and compare the Cultural impact of television advertising perceived by media students and non-media students. 2. To study of the effect of gender in knowing the impact of television advertising perceived by media and non-media students. 4. HYPOTHESES 1. There is no significant educational impact of television advertising perceived by media and non-media students. 4 There is no significant informational impact of television advertising perceived by media and non-media students. . There is no significant cultural impact of television advertising perceived by media and non-media students. 4. There is no significant marketing impact of television advertising perceived by media and non-media students. 4. There is no significant impact of gender of television advertising perceived by media and non-media students. 4. 4. 0SAMPLE The present study comprises of a sample size of 100 respondents amongst which 50 are media students and 50 are non-media student belong to Indore city. Simple random sampling techniques were applied for sample selection. 4. 5. 0DESIGN
The study was survey in nature. A questionnaire was made and a scale namely “A STUDY OF IMPACT OF TELEVISION ADVERTISING PERCIEVED BY MEDIA AND NON-MEDIA STUDENT”. 4. 6. 0 TOOLS In the present study a scale developed by the investigator assessed the impact of television advertising perceived by media and non-media student. The theoretical background for developing the tool is given below: 4. 6. 1 Theoretical Background: The theoretical background is discussed under following captions: 4. 6. 2 Process of Standardization: The various aspects of television Advertising were covered while reparing the scale. In the beginning there were 67 statements. In the scale for each statement there was a three point scale, namely, not at all, to some extent, to much extent (NAA, TSE, and TME). The students were asked to read statement carefully and out of three alternatives put a tick mark against the one alternative, which describes the best for him/her. The weight-ages for statements were 1, 2, and 3. The scale was given to three experts in the field. After receiving the opinion of experts three statements were added. The language of scale was also modified.
Thus, tool consisted of 67 items were administered to 100 samples. The item analysis was done on the basis of item total correlation. After item analysis, reliability was measured. The split half reliability of the scale was 0. 7185. The content validity was established for the scale. The final tool is given in the Appendix. 4. 7. 0 PROCEDURE OF DATA COLLECTION A total of four areas were covered, considering a representation of all disciplines offered by the Indore city. It took approximate time duration of the 1 day by the respondents to fill up the sheets.
To avoid delay or absenteeism. The session was conducted right after class. A target of 15 sheets fill per day was successfully meet. 4. 8. 0 ANALYSIS Statistical techniques such as frequency, percentage, correlation, factor reduction analysis, Reliability analysis, Univariate and Analysis of Variance. 4. 9. 0DELIMITATIONS Delimitation of the following study was: 1. The samples were restricted to Indore city only. 2. The variables measured are media and non-media student’s only groups only. 3. Sample size is small i. e. 100 10 FINDING SUMMARY 0 There is no significant impact of gender of television advertising perceived by media and non-media students. 1. There is significant deference between impact of gender of television advertising perceived by media and non-media students. 4 There is a significant difference between media and non media students with respect to overall impact of television advertising perceived by media and non-media student. 4 there is a significantly difference between media and non media students with respect to overall impact of television advertising perceived by media and non-media student There is no significant educational impact of television advertising perceived by media and non-media students. 10 There is no significant informational impact of television advertising perceived by media and non-media students. 4 There is no significant cultural impact of television advertising perceived by media and non-media students. 1. There is no significant marketing impact of television advertising perceived by media and non-media students. 1. IMPLICATIONS The present study gives rise to several findings which have implications for advertisers.
Media and non-media students perceive television advertising differently from each other and there is no effect of gender on perceiving television advertising. 13. Suggestion for further researches For further researches which are to be conducted on same objectives that this study had, then some guidelines should be taken care of. ??? The geographical area must not be restricted to a small region as in this case the study was delimited to Indore only. ??? For true representation of population, sample sample size should be increased. ??? For further studies, the number of variableto be studied should be increased.
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