Impacts of Television Advertising Perceived by Media and Non-Media Students

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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. 4. 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 preparing 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...
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