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AN INTRODUCTION
outlets that, under most circumstances, require the marketer to pay for message placement.
Advertising has long been viewed as a method of mass promotion in that a single message
can reach a large number of people. But, this mass promotion approach presents problems
since many exposed to an advertising message may not be within the marketers target
market, and thus, may be an inefficient use of promotional funds. However, this is changing
as new advertising technologies and the emergence of new media outlets offer more options
for targeted advertising. However, Advertising does typically attempt to persuade potential
where the source is the sponsoring organization. A personal selling is the between audience
and employees of the sponsoring organization. The source of information is the sponsoring
activities other than personal selling, advertising and publicity. Which stimulate consumer
or non-personal means and is not directly paid by the organization and the organization is not
source.
for one customer, but for many target buyers. This means that specific objectives should be
set for each particular advertisement campaign. Advertising is a form of promotion and like a
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promotion; the objectives of advertising should be specific. This requires that the
target consumers should be specifically identified and that the effect which advertising is
intended to have upon the consumer should be clearly indicated. The objectives of advertising
were traditionally stated in terms of direct sales. Now, it is to view advertising as having
customers of the worth of the product. Advertising seeks to condition the consumer
so that he/she may have a favourable reaction to the promotional message. Advertising
objectives serve as guidelines for the planning and implementation of the entire advertising
programme.
forms the basis of marketing. Advertising plays a significant role in todays highly
competitive world. A career in advertisement is quite glamorous and at the same time
challenging with more and more agencies opening up every day. Whether its brands,
companies, personalities or even voluntary or religious organizations, all of them use some
form of advertising in order to be able to communicate with the target audience. The salary
structure in advertising is quite high and if you have the knack for it one can reach the top. It
is an ideal profession for a creative individual who can handle work-pressure. Today, new
areas are emerging within advertising like event management, image management, internet
marketing etc. Event management wherein events are marketed, Image management wherein
also brought about a lot of changes in advertising as Internet means that one is catering to a
select group of audience rather than a mass audience .Today Celebrity Endorsement has
attracted immense debate on whether it really contributes to the brand building process or
whether it is just another lazy tool to make the brand more visible in the minds of the
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consumers. Although it has been observed that the presence of a well-known personality
helps in solving the problem of over-communication that is becoming more prominent these
days, there are few undesirable impacts of this practice on the brand. The issue of matching
the values of the celebrity with the brand values is also very important, i.e. getting the right
celebrity to endorse the right brand. Consumers perceive the brand as having superior quality
because it has been endorsed by a credible source. This makes endorsement as one of the
Watching TV is the most common leisure activity in our country today. It is the medium
where the consumer spends the most attentive time. A number of surveys report average
daily television viewing time as high as five to six hours. No wonder it has grown into a giant
advertising medium. The power of television is in its ability to simultaneously appeal not
only to sight and hearing, but to strengthen interest through the dimensions of movement and
the realism of full color. It is comprised of pictures and words, but of the two, the pictures are
infinitely more important. TV advertising can show and tell many people about your product
or service, and actually demonstrate the benefits of ownership. Since they see how it works
and how it is packaged, every time they see it they will be psychologically reminded of their
desire to have it. Television always has been a popular medium for large retailers, but
because of lowered production costs and the ability of cable to reach smaller market areas, its
The obsession with looking young and halting the natural aging process has been an
obsession of cultures from the early days. Starting in ancient times, various techniques have
been used to fend off wrinkles and keep skin supple and soft. Anti-aging products, also
known as "cosmeceuticals," are some of the most expensive and hotly debated beauty
products on the market. Of course, nobody's keen to see crows' feet and smile lines when they
look in the mirror, so regardless of the controversy, anti-aging and anti-wrinkle creams sell
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like hotcakes. Altering the physical structure of skin with chemicals so as to look more
youthful comes at a hidden price to the skin, and even more so to health. Despite an endless
succession of anti-aging products and formulas flooding the market, including skin creams,
vitamins, nutritional supplements, minerals and so-called power foods, no sound evidence
exists that any particular nutrient or food can retard the aging process.
Anti-aging creams or lotions have been universally popular as they promise to provide a non-
invasive approach to rejuvenation and remodeling of the aging face. Anti-aging creams are
predominantly moisturiser-based cosmeceutical skin care products marketed with the promise
of making the consumer look younger by reducing, masking or preventing signs of skin
aging. In the absence of clinical or experimental trials, safety aspects should be also
considered before trying out some of these exotic new generations of anti-aging creams. It
has been shown that a cheaper cream may well rejuvenate the age-ravished face to an
Despite great demand, many anti-aging products and treatments have not been proven to give
lasting or major positive effects. One study found that the best performing creams reduced
wrinkles by less than 10% over 12 weeks, which is not noticeable to the human eye. Another
study found that cheap moisturisers were as effective as high-priced anti-wrinkle creams.
However, recent studies at Manchester University showed that some ingredients have an
effect. Traditionally, anti-aging creams have been marketed towards women, but products
specifically targeting men are increasingly common. Anti-aging and wrinkle creams are
criticised by some for being expensive, unnatural, and not clinically proven to work.
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CHAPTER 2
RESEARCH METHODOLOGY
Research is a systematic investigation to search for new facts in any branch of knowledge.
Research helps to arrive at new conclusions. It enables to find solutions to certain problems.
Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with a
find out the result of a given problem on a specific matter or problem that is also referred as
research problem. In Methodology, researcher uses different criteria for solving/searching the
given research problem. Different sources use different type of methods for solving the
problem. In Research Methodology, researcher always tries to search the given question
systematically in our own way and find out all the answers till conclusion. If research does
not work systematically on problem, there would be less possibility to find out the final
result. For finding or exploring research questions, a researcher faces lot of problems that can
researcher always tries to search the given question systematically in our own way and find
out all the answers till conclusion. If research does not work systematically on problem, there
It is a process used to collect information and data for the purpose of making business
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decisions. The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information.
Objectives:
A specific result that a person or system aims to achieve within a time frame and with
available resources. In general, objectives are more specific and easier to measure than goals.
Objectives are basic tools that underlie all planning and strategic activities. They serve as the
basis for creating policy and evaluating performance. Some examples of business objectives
Hypothesis:
A hypothesis is something more than a wild guess but less than a well-established theory. In
science, a hypothesis needs to go through a lot of testing before it gets labeled a theory. In the
iii. There is a lack of initiative among people towards complaining about any side effects
Research Design:
The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will effectively
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address the research problem; it constitutes the blueprint for the collection, measurement, and
analysis of data. Research design carries an important influence on the reliability of the
results attained. It therefore provides a solid base for the whole research. It is needed due to
the fact that it allows for the smooth working of the many research operations. This makes
spending of effort, money and time. In a good research design, all the components go
together with each other in a coherent way. The theoretical and conceptual framework must
with the research goals and purposes. In the same way, the data gathering method must fit
with the research purposes, conceptual and theoretical framework and method of data
analysis.
Sample Size
Data analysis
Data collection:
Considering the objectives of the study, the methodology for conducting research is based on
data that is collected from primary as well as secondary research as mentioned below.
Primary Data:
Primary data was collected by personally meeting the womens and also through
telephonic conversations.
Questionnaire Method:
A Structured questionnaire was drafted for the purpose of getting relevant information
from all the respondents. The questionnaire consists of multiple choice questions and
Secondary Data:
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The secondary data was collected from internet.
Research Methodology:
Primary Data:
Sample Size 50
Limitations:
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CHAPTER 3
HYPOTHESIS
A hypothesis is a tentative statement about the relationship between two or more variables. A
hypothesis is a specific, testable prediction about what you expect to happen in your study. A
hypothesis does not have to be correct. While the hypothesis predicts what the researchers
expect to see, the goal of research is to determine whether this guess is right or wrong. When
determine which ones might contribute to the ultimate outcome. In many cases, researchers
may find that the results of an experiment do not support the original hypothesis. When
writing up these results, the researchers might suggest other options that should be explored
in future studies. During testing, a scientist may come upon two types of errors. A Type I
error is when the null hypothesis is rejected when it is true. A Type II error occurs when the
In statistical inference on observational data, the null hypothesis refers to a general statement
or default position that there is no relationship between two measured phenomena. The null
is often denoted H0 (read H-nought, "H-null", or "H-zero"). The simplistic definition of the
null is as the opposite of the alternative hypothesis, H1, although the principle is a little more
complex than that. The null hypothesis (H0) is a hypothesis which the researcher tries to
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The null hypothesis is given special consideration. This is due to the fact that the null
hypothesis relates to the statement being tested, whereas the alternative hypothesis relates to
The alternative or experimental hypothesis reflects that there will be an observed effect for
indirect way by the use of our hypothesis test. If the null hypothesis is rejected, then we
accept the alternative hypothesis. If the null hypothesis is not rejected, then we do not accept
the alternative hypothesis. The alternative hypothesis, denoted by H1 or Ha, is the hypothesis
The alternate hypothesis is usually what the researcher will be testing in hypothesis testing. It
is a statement that the researcher thinks is true and one that can ultimately lead him to reject
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CHAPTER 4
DATA ANALYSIS
Analysis of data is a process of inspecting, cleaning, transforming, and modelling data with
the goal of discovering useful information, suggesting conclusions, and supporting decision
making. Data analysis has multiple facets and approaches, encompassing diverse techniques
under a variety of names, in different business, science, and social science domains. When
planning for monitoring and evaluation a series of questions are asked. These now need to be
broken down into a set of sub-questions which will enable you to find patterns for analysis.
Factors such as what influenced or prevented change, whether there were unexpected
outcomes, and whether the planned benefits were those most valued by users can be
investigated. In this way information can be obtained not just about overall outcomes, but
about which particular groups benefited or did not receive benefits, and in what
circumstances
important element in overcoming this is to design questionnaires and other data collection
tools to allow responses against pre-set categories, so that information can be presented
information to be collected, will require breaking down into categories at the analysis stage,
so that themes and trends can be established. More detailed qualitative information can be
Data Interpretation:
Interpretation means looking beyond the data itself and asking what the results mean in
relation to your evaluation questions. Data interpretation refers to the process of critiquing
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and determining the significance of important information, such as survey results,
critical thinking skill that helps to comprehend text books, graphs and tables. Researchers use
a similar but more meticulous process to gather, analyze and interpret data. Experimental
scientists base their interpretations largely on objective data and statistical calculations.
Social scientists interpret the results of written reports that are rich in descriptive detail but
Questionnaire:
Yes
No
100%
Suggestions Yes No
No of Respondents 50 0
28%
Yes
No
72%
Suggestions Yes No
No of Respondents 36 14
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Two
14% 8%
36% Four
Six
42%
Eight
Everytime
38%
Sometime
62%
Never
Yes
90% No
Suggestions Yes No
No of Respondents 45 5
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44% Yes
56% No
Suggestions Yes No
No of Respondents 28 22
7. Do you think the advertisements shown for anti-ageing creams are effective
reliable?
14%
Yes
No
86%
Suggestions Yes No
No Of Respondents 43 7
46% Yes
54% No
Suggestions Yes No
No of Respondents 27 23
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14%
Yes
No
86%
Suggestions Yes No
No Of Respondents 43 7
10. From which source did you come to know about Loreal?
Advt
16%
38%
Family &
Friends
46% Others
12% Ponds
28%
Loreal
34% Olay
26% Other
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12. Why do you prefer this brand?
Cost Benefit
34%
48% Motivated By the
advartisement
Loyalty Towards The
18% Brand
34% Yes
66% No
Suggestions Yes No
No of Respondents 33 17
18%
Yes
No
82%
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Suggestions Yes No
No of Respondents 9 41
16. Have you ever called and complained on the customer care number mentioned on
the pack of the cream?
6%
Yes
No
94%
Suggestions Yes No
No of Respondents 3 47
17. Did you continue with the same brand or tried any other anti-ageing cream?
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2%
Yes
48% No
50%
Tried Other
Brands
18. So will you in future prefer buying products just with the influence of
advertisements or do some research before buying it?
4%
40% Yes
No
60%
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Suggestions Yes No
No of Respondents 30 20
22%
Yes
No
78%
Suggestions Yes No
No of Respondents 39 11
HYPOTHESIS TESTING:
The basic logic of hypothesis testing is to prove or disprove the research question. When a
question or hypothesis that has been formulated. One method of evaluating this research
question is via a process called hypothesis testing, which is sometimes also referred to as
significance testing.
t, z and f tests are used to create confidence intervals. For most events that can be described
mathematically, there is always a margin of error. These tests are used for different samples.
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The T test is generally used when the total sample size is less than around 30.
The F test can be used for either, but this test is used to analyze the ratio of the
variance of 2 samples.
z - Test:
A z-test is used for testing the mean of a population versus a standard or comparing the
means of two populations, with large (n greater than or equal to 30) samples whether or not
one knows the population standard deviation. It is also used for testing the proportion of some
t - Test:
A t- test is used for testing the mean of one population against a standard or comparing the
means of two populations if you do not know the populations standard deviation and when
you have a limited sample (n less than 30). . The test statistic in the t-test is known as the t-
statistic. The t-test looks at the t-statistic, t-distribution and degrees of freedom to determine a
p value (probability) that can be used to determine whether the population means differ. The
f Test:
An f- test is any statistical test in which the test statistic has an f- distribution under the null
hypothesis. It is most often used when comparing statistical models that have been fitted to a
data set, in order to identify the model that best fits the population from which the data were
sampled. Exact f- test mainly arise when the models have been fitted to the data using least
squares.
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Chi square is the measure which evaluates extent to which a set of the observed frequencies
of a sample deviates from the corresponding set of expected frequencies of the sample. It is
the measure of aggregate discrepancies between actual and expected frequencies. Any
statistical test that uses the chi square distribution can be called chi square test. It is
applicable both for large and small samples depending on the context.
Hypothesis Statements:
H1 : There is a lack of initiative among people towards complaining about any side effects on
H0 : People take initiative towards complaining about side effects on the customer care
number.
Consumers might have shown a like towards TV advertisings, but the belief towards
advertising of Anti- ageing products is low remains a fact. The advertisements shown with
regards to Anti-ageing creams claim to provide great benefits, but the end result has been
poor. Some womens had to face the side effects of the cream which has affected the earlier
positive impact of TV advertisements on them. Even though people say that the
advertisements are sometimes motivating, they would prefer buying a cream only after
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having a research from other users. More than the TV advertisements people would like to
Hence from the above hypothesis statements first H1 statement and third H1 statement has
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CHAPTER 5
FINDINGS
Findings:
Many people think that the advertisements shown on TV are valuable because it
There are a lot many womens who do not believe in the products like Anti-ageing
creams.
But still there are many who have tried Anti-ageing creams.
The advertisements shown with regards to Anti-ageing creams claim to provide great
Even a lot many womens had to face side effects of the creams.
Still the respondents have shown a like and loyalty towards the Olay brand.
Many womens are waiting for such creams that can really provide the benefits that
Even though people say that the advertisements are sometimes motivating, they would
More than the TV advertisements people would like to believe in the word of mouth
publicity.
Many users did not take any interest or initiative to call on the Customer care number
mentioned on the pack of the cream to register a complaint for the side effects they
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Suggestions:
If companies are clamming about effective Anti-ageing creams, they should at least
Womens should be more aware of the products before using it, to avoid any side
effects.
Advertisements shouldnt be made to fool people, rather it should be for the benefit
of the customers.
Awareness among the womens regarding consumer redressal has to be made in order
Last but not the least, womens should accept the natures way of ageing rather than
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CHAPTER 6
CONCLUSION
Numerous studies have examined the effectiveness of advertising in the past decade. The
awareness, clicks or click through rate, attitude towards the ad and the brand, and purchase
tools available to marketers. As its name suggests, mass communication uses the same
public relations process or information and persuasion process viewed advertising from its
various media by business firms, non-profit organization, and individuals who are in some
way identified in the advertising message and who hope to inform or persuade members of a
particular audience is of the opinion that advertising is used to establish a basic awareness of
the product or service in the mind of the potential customer and to build up knowledge about
it. Technology advancement had not given us new products and services, but they had
changed the meaning of many words. With increase in mass media, advertising effectiveness,
as more traditional mass media, had reduced. Now advertiser is looking for new and
presumably less cluttered media. The current age of digital media had given consumer
choices to opt in and opt out of marketing messages and advertising. Consumers are getting
more control of what they want and when they want. All these things are moving toward the
product awareness and condition the mind of a potential consumer to take final purchase
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decision. As an advertiser their primary mission is to reach potential customers and influence
Naturally, we'd all like to be remembered with a beautiful and tasteful photograph that
captures our essence. Still, the researchers were amazed at how many more people are now
likely to think that their defining photograph was taken years and years ago. Though we're
living longer and longer lives, it's clear that we're not happy with the effects of aging. People
don't seem to care that wrinkles are merely indicators of past smiles.
It has been concluded that T.V. advertising do not have much impact on buying behavior of
women customers. Before purchasing any product customers/ consumers collects information
for their proper purchasing decision making activities hence advertising is mostly adopted to
get information about FMCG products. There are different factors influenced on buying
behavior of women consumers in that it has been found that Social and personal factors have
get motivated by the TV advertisements but word of mouth plays a very important role in
their buying behavior. Similarly, a cream suitable to one person may not be suitable to the
other person. Hence everyone has to be careful enough to check the products ingredients and
precaution measures mentioned on the packs before using it. In this way, television
Makers of anti-aging creams make some pretty enticing promises. They claim to give a face
several decades younger by firming up the skin that has sagged, eliminating the spots that
have formed and leaving the face with a rejuvenated glow. Such miracles don't come cheap,
though, if the prices of some of these creams can be believed. Is a jar of anti-aging cream
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Many creams and lotions sold in departmental stores and on the internet promise to reduce
wrinkles and prevent or reverse damage caused by the sun in a few weeks time. But the most
important question is do these creams really work? It often depends on the specific
ingredients and how long people use them. Because these over-the-counter (non-prescription)
wrinkle creams arent classified as drugs, theyre not required to undergo scientific research
to prove their effectiveness. They are tested for safety and not effectiveness. So, are these
creams a gimmick? Well, the benefits of using these products are usually only modest at best.
It is important to note that some naturally-occurring products and their extracts do help in
collagen and elastin production which helps in reducing wrinkles but everything that shines
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