Sports
CHAPTER - I
INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION Advertisements play a vital role today in promoting the sale of consumer goods. Traditionally advertisements are made through hand bills, exhibitions, magazines, radio, etc. Newspapers occupy a major role in advertisement field which carry the message to every nook and corner of the world. With the glorious entry of television in the lives of modern homes, the concept of advertisements underwent lot of changes. Television is an inevitable entertainment media of today. Initially we had only one or two channels promoted by the Government. Today there are hundreds of channels in all languages to entertain us like television shows, movies, serials, animated films, sports and social events, etc. At the outset, in order to give a break in the programmes they started showing advertisements. In our day the system is completely changed. Only the advertising sponsors decide the telecasting of particular programme either it be a movie or a serial. The show of advertisements started with the display of the products and explaining the features of them, etc. With growing competition in the advertisement field and in marketing of the products, money is spent like anything in bringing out an advertisement. Instead of using models for the advertisements, now male and female celebrities are used to appear in the advertisements. A study has been undertaken to analyze the impact of women celebrity in television advertisement and the interesting facts are enumerated in the following pages.
1.2 STATEMENT OF THE PROBLEM The study pertains to unearth the impact of Women Celebrity on Advertisement with special reference to Erode City with 150 respondents. The survey helps us to know: 1. Which type of advertisement is highly dominative? 2. Which type of women celebrity in advertisement having more impact on respondents? 3. What are the factors that influence the respondents in advertisement regarding
INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION Advertisements play a vital role today in promoting the sale of consumer goods. Traditionally advertisements are made through hand bills, exhibitions, magazines, radio, etc. Newspapers occupy a major role in advertisement field which carry the message to every nook and corner of the world. With the glorious entry of television in the lives of modern homes, the concept of advertisements underwent lot of changes. Television is an inevitable entertainment media of today. Initially we had only one or two channels promoted by the Government. Today there are hundreds of channels in all languages to entertain us like television shows, movies, serials, animated films, sports and social events, etc. At the outset, in order to give a break in the programmes they started showing advertisements. In our day the system is completely changed. Only the advertising sponsors decide the telecasting of particular programme either it be a movie or a serial. The show of advertisements started with the display of the products and explaining the features of them, etc. With growing competition in the advertisement field and in marketing of the products, money is spent like anything in bringing out an advertisement. Instead of using models for the advertisements, now male and female celebrities are used to appear in the advertisements. A study has been undertaken to analyze the impact of women celebrity in television advertisement and the interesting facts are enumerated in the following pages.
1.2 STATEMENT OF THE PROBLEM The study pertains to unearth the impact of Women Celebrity on Advertisement with special reference to Erode City with 150 respondents. The survey helps us to know: 1. Which type of advertisement is highly dominative? 2. Which type of women celebrity in advertisement having more impact on respondents? 3. What are the factors that influence the respondents in advertisement regarding