7. Advertisements provide complete product information: TELEVISION WEB Strongly Disagree
0
2
Disagree
21
9
Neutral
26
14
Agree
36
49
Strongly Agree
17
26
Mean Value
3.39
3.88
Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*21) + (3*26) + (4*36) + (5*17)}/100 = 3.39 Calculation of weighted mean for Web:{(1*2) + (2*9) + (3*14) + (4*49) + (5*26)}/100 = 3.88
0% 17%
Strongly Disagree 21%
Disagree Neutral
26%
36%
Agree Strongly Agree
2% 9% 14%
26%
Strongly Disagree Disagree Neutral
49%
Agree
The study on informative scale reveals that Web Advertisements are more informative than Television
Strongly Agree
The study reveals that Web Advertisements provide complete product information and is better than Television Advertisements. 39
12. Advertisements are affective in producing engaging messages: TELEVISION WEB Strongly Disagree
3
3
Disagree
5
4
Neutral
40
46
Agree
31
30
Strongly Agree
21
17
Mean Value
3.62
3.54
Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*3) + (2*5) + (3*40) + (4*31) + (5*21)}/100 = 3.62 Calculation of weighted mean for Web:{(1*3) + (2*4) + (3*46) + (4*30) + (5*17)}/100 = 3.54
1% 31%
2%
Strongly Disagree
19%
47%
Disagree Neutral Agree
17%
3% 4%
Strongly Disagree Disagree
30%
46% Neutral Agree
The study on attention scale clearly depicts that TV Advertisements are more attention seeking than WebAdvertisements.
Television Advertisements produce more engaging messages than web Advertisements
40
13. Advertisements give details about the product, but do not stimulate emotions: TELEVISION
WEB
Strongly Disagree
0
0
Disagree
26
26
Neutral
31
34
Agree
27
24
Strongly Agree
16
16
Mean Value
3.33
3.30
Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*26) + (3*31) + (4*27) + (5*16)}/100 = 3.33 Calculation of weighted mean for Web:{(1*0) + (2*26) + (3*34) + (4*24) + (5*16)}/100=3.30
16%
0%
Strongly Disagree 26%
27% 31%
Disagree Neutral Agree Strongly Agree
16% 0%
Strongly Disagree 26%
24% 34%
Disagree Neutral Agree Strongly Agree
Television Advertisements stimulate more emotions than Web Advertisements
41
14. Advertisements have rational content rather than emotional content: TELEVISION WEB Strongly Disagree
0
0
Disagree
34
31
Neutral
17
18
Agree
39
29
Strongly Agree
10
22
Mean Value
2.85
3.42
Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*34) + (3*17) + (4*39) + (5*10)}/100 = 2.85 Calculation of weighted mean for Web:{(1*0) + (2*31) + (3*18) + (4*29) + (5*22})/100=3.42
10%
0% Strongly Disagree 34%
39%
Disagree Neutral
17%
Agree Strongly Agree
0% 22%
29%
Strongly Disagree 31%
18%
Disagree Neutral Agree Strongly Agree
The study depicts that Web Advertisements have more rational content than TV Advertisements
42
18. Advertisements help people change their attitude towards the product/brand : TELEVISION
WEB
Strongly Disagree
8
7
Disagree
37
34
Neutral
16
21
Agree
27
24
Strongly Agree
12
14
Mean Value
2.98
3.04
Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*8) + (2*37) + (3*16) + (4*27) + (5*12)/100) = 2.98 Calculation of weighted mean for Web:{(1*7) + (2*34) + (3*21) + (4*24) + (5*14)}/100=3.04
12%
8% Strongly Disagree Disagree
27%
37% 16%
Neutral Agree Strongly Agree
14%
7%
Strongly Disagree 34%
24%
Disagree Neutral
21%
Agree Strongly Agree
Web Advertisements lead to more prominent change in attitude towards the 19: Advertisements help TV people change their beliefs: roduct/brand than Advertisements. 43
TELEVISION WEB Strongly Disagree
14
12
Disagree
36
32
Neutral
26
24
Agree
16
23
Strongly Agree
8
9
Mean Value
2.68
2.85
Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*14) + (2*36) + (3*26) + (4*16) + (5*8)}/100 = 2.68 Calculation of weighted mean for Web:{(1*12) + (2*32) + (3*24) + (4*23) + (5*9)}/100=2.85
8%
14% Strongly Disagree
16%
Disagree 36%
26%
Neutral Agree Strongly Agree
9%
12% Strongly Disagree Disagree
23% 32% 24%
Neutral Agree Strongly Agree
44
24. Advertisements are pleasing: TELEVISION WEB Strongly Disagree
0
2
Disagree
5
4
Neutral
7
6
Agree
42
41
Strongly Agree
46
47
Mean Value
4.29
4.27
Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*5) + (3*7) + (4*42) + (5*46)}/100 = 4.29 Calculation of weighted mean for Web: {(1*2) + (2*4) + (3*6) + (4*41) + (5*47)}/100 = 4.27
0% 5%
7%
Strongly Disagree Disagree
46% 42%
Neutral Agree
2% 4% 6%
Strongly Disagree Disagree
47% 41%
Neutral Agree
45
26. Advertisements are exciting: TELEVISION WEB Strongly Disagree
0
1
Disagree
2
1
Neutral
9
9
Agree
46
42
Strongly Agree
43
47
Mean Value
4.30
4.33
Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*0) + (2*2) + (3*9) + (4*46) + (5*43)}/100 = 4.30 Calculation of weighted mean for Web: {(1*1) + (2*1) + (3*9) + (4*42) + (5*47)}/100 = 4.33
0% 2%
9%
43%
Strongly Disagree Disagree
46%
Neutral Agree Strongly Agree
1% 1%
9%
Strongly Disagree Disagree
47% 42%
Neutral Agree Strongly Agree
The study on entertainment scale reveals that there are no significant differences in the entertaining capability of the internet and television
Respondents found both TV Advertisements and Web Advertisements to be equally exciting. 46
27. Advertisements insults people’s intelligence: TELEVISION
WEB
Strongly Disagree
26
29
Disagree
27
33
Neutral
14
11
Agree
21
24
Strongly Agree
12
13
Mean Value
2.64
2.89
Total No. of Respondents: 100 Calculation of weighted mean for TV:{(1*26) + (2*27) + (3*14) + (4*21) + (5*12)}/100= 2.64 Calculation of weighted mean for Web: {(1*29) + (2*33) + (3*11) + (4*24) + (5*13)}/100 =2.89
12%
Strongly Disagree 26%
21% 27%
Disagree Neutral Agree
14%
Strongly Agree
12%
Strongly Disagree 26%
22% 30%
Disagree Neutral Agree
10%
Strongly Agree
More respondentsfound Web Advertisements to be more insulting than TV 47
28. Advertisements are annoying: TELEVISION WEB Strongly Disagree
21
22
Disagree
29
33
Neutral
13
15
Agree
27
28
Strongly Agree
10
12
Mean Value
2.76
3.05
Total No. of Respondents: 100 Calculation of weighted mean for TV: {(1*21) + (2*29) + (3*13) + (4*27) + (5*10)}/100=2.76 Calculation of weighted mean for Web:{(1*22) + (2*33) + (3*15) + (4*28) + (5*12)}/100 = 3.05
10%
Strongly Disagree 21%
27% 29%
Disagree Neutral Agree Strongly Agree
13%
13%
Strongly Disagree 21%
23% 32%
Disagree Neutral Agree
11%
Strongly Agree
More respondentsfound Web Advertisements to be more annoying than TV Advertisements. The reason behind could be unwanted spams, pop ups and blockers which lessen the speed of the work.
48
29. Advertisements are irritating: TELEVISION WEB Strongly Disagree
31
32
Disagree
21
18
Neutral
19
21
Agree
12
11
Strongly Agree
17
18
Mean Value
2.63
2.65
Total No. of Respondents: 100 Calculation of weighted mean for TV:{(1*31) + (2*21) + (3*19) + (4*12) + (5*17)}/100= 2.63 Calculation of weighted mean for Web: ((1*32) + (2*18) + (3*21) + (4*11) + (5*18)/100) = 2.65
Strongly Disagree
17% 12%
31% 19%
21%
Disagree Neutral Agree
Strongly Disagree
18% 32%
11% 21%
18%
Disagree Neutral Agree
More respondentsfound Web Advertisements to be more irritating than TV Advertisements. The reason behind could be unwanted spams, pop ups and blockers 49 which lessen the speed of the work.
30. Advertisements will have negative effects on society: TELEVISION
WEB
Strongly Disagree
40
38
Disagree
17
18
Neutral
10
10
Agree
21
20
Strongly Agree
12
14
Mean Value
2.48
2.54
Calculation of weighted mean for TV:{(1*40) + (2*17) + (3*10) + (4*21) + (5*12)}/100= 2.48 Calculation of weighted mean for Web: ((1*38) + (2*18) + (3*10) + (4*20) + (5*14)/100) = 2.54 Strongly Disagree
12% 40%
21%
Disagree Neutral
17% 10%
Agree
Strongly Disagree
14%
Disagree 38%
20% 18% 10%
Neutral Agree Strongly Agree
Respondents felt that Web Advertisements could have more negative effect on society than TV Advertisements but the difference was too insignificant. 50
CHAPTER 7 The Findings
51
In formativeness:
The respondents considered the internet to be a more effective medium on the informativeness predictor of advertising effectiveness. The finding reveals that the new age consumer is hungry for information, and wants complete and up-to-date information which is conveniently available.
Attention:
The study found that there are significant differences between the attention grabbing ability of Web Advertisements and Advertisements on Television. Television Advertisements are considered to be more effective in catching the consumer‘s attention then web Advertisements.
Emotions:
The result of the present research reveals that the respondents consider both the internet and TV as emotion stimulating media. There are no significant differences between the emotional content in the two media.
Precipitating Action:
The result reveals that there is a significant difference in the likelihood of purchase of the product after exposure to Advertisements on the web, and exposure to Advertisements on television. Web is more affective in precipitating action from the viewers.
Attitude:
The respondents who use both the mediums consider TV Advertisements to be more effective in helping people change their attitude and beliefs towards the brand/product, and in changing their attitude toward the image of the advertising company.
Entertainment:
The result reveals that there is no significant difference in the entertainment capability of the Internet and television. The respondents feel that both the media of advertising generate entertaining advertisements. 52
Irritation:
The results indicate that there are no significant differences between the web and television on the irritation dimension.
Deceptiveness:
The respondents rated television Advertisements to be more deceptive in nature than Web Advertisements.
53
CHAPTER 8 Limitations of the Study
54
1. Time factor was the chief limitation of the study. Limited time was allotted for interviewing with the respondents. As a result of this it was not possible to gather full information from respondents. 2. Another major constraint was cost. The study involves substantial cost and was beyond the affordability of theme. 3. Some biased response came from respondents and findings stated in the report were based on the answers from the questionnaire. So the effect of misinterpretation and wrong answers may affect the outcome of the project. 4. Research work was carried out in Varanasi, Gorakhpur and Lucknow region, so the findings may not be applicable to the other parts of the country because of social and cultural differences. 5. Such type of studies are psychological and require a lot of time since each human being is different and it is hard enough to study about each individual. 6. Few respondents were not confident while responding the questions. 7. Some of the questionnaires were incomplete or were not properly filled so it was difficult to analyze them.
The study presents the results of a survey comparing the effectiveness of WEB and TV advertisements, which indicate that the Web is perceived as an efficient medium for conveying information. Web Advertisements are not considered to be deceptive. However, TV Advertisements help in changing and maintaining attitudes towards the advertised products/brands better than Web Advertisements. Advertising clutter in both the media generate a high level of irritation among the users. Web advertisements have come of age, and may soon be comparable to TV on all the factors of advertising effectiveness.
55
CHAPTER 9 BIBLIOGRAPHY
56
Bibliography 1. Leong, Elaine, X Huang, and P J Stanners, 1998, ‘Comparing the effectiveness of the Website with Traditional Media‘, Journal of Advertising Research, Vol. 38, No. 5, pp 44-51 2. Pelle, Stefano, 2005, ‗Media Innovation: Advertising on the internet‘. 3. W. Wells, J. Burnet and S. Moriarty, Advertising principles and practice, Pearson Education, India (2003). 4. R. Vaughan, How advertising works: A planning model, Journal of advertising research26 (1986) (1), pp. 57 – 66. 5.D.A. Aaker and J.G. Myers, Advertising management , Prentice-Hall, Englewood Cliffs, NJ (1982). 6. P. Doyle and J. Saunders, Multiproduct advertising budgeting, Marketing Science9 (1990) (2), pp. 97 – 113. 7.Pavlov and Stewart, ‗ Measuring the Effect and Effectiveness of Interactive Advertising: A Research Agenda‘ (2004) 8. G. Hughes, Interpreting the new online advertising effectiveness measures. How new online brand effectiveness measures; (2002) 9. Vinita KohliKhandekar, ‗The Indian Media Business‘; SAGE; (2009) 10. Coffey, Steve and Horst Strip, 1997, ‗The Interaction between Computer and Television Usage‘, The Journal of Advertising Research, March-April, pp 61-67.
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