effectiveness relevance and impact of television advertisements on youth a study

Abstract

Television and advertising together present a wonderful combination. Youth represents an important segment of consumers for many advertisers, attitudes toward advertising on the part of youth could lead to changes in their advertising strategies targeted towards youth market. The study highlights the evolution of television in India and traces the status of television advertising in India. The study is about the television advertising and its effectiveness, relevance, and impact on youth of Lucknow city in Uttar Pradesh. The study also attempts to find the preferred product categories by youth and their television viewing habits like preferred channel, program genres, timings, among others. newlineOBJECTIVES: The key objective of the study is to find the impact of television advertising on purchase decisions of youth. The study will be significant in analysing the effectiveness, relevance, and impact of television advertising on youth. newlineMETHODOLOGY: The present study is descriptive in nature and Survey method is used for the purpose of analysis. newlineKEY RESULTS: The major finding of the study highlights that there is a significant relationship between television advertising and youth. newlineCONCLUSION: The study concluded that the television advertisements have massive impact on youth, and it influence their purchase behaviour. Theme of the advertisements is one of the major reasons of liking a particular advertisement. Its pertinent to note that purchase decisions of the youth are dependent on brand recall and liking of content of different elements of advertisement. newline newline