IMPACT OF ADVERTISEMENT ON SOCIETY

SCHOOL OF MANAGEMENT SCIENCES VARANASI Synopsis submitted by:

Mrinmoy Roy Murli Dhar Singh Naveen Kumar Singh Nazrin Nigar (PG/17/057) (PG/17/058) (PG/17/059) (PG/17/060)

Submitted to:
Mr. Shubhagata Roy(Senior Lecturer,SMS)

INTRODUCTION
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. It has become so integral part of our life & society that we cannot imagine any event, newspaper, magazine, TV serial, Cinema etc. without advertising. Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product performance. It is a mass marketing technique. Assorted techniques are used for advertising which persuades the consumers that why they need the product which is being advertised. They focus more on the benefits, which consumer will get from that product, rather than the product itself. Through advertising, products can be known to public easily. They can decide which product they need and why. Thus increasing the consumption and as a result also increasing the demand of the product. It is the mostly debated topic now. Whether it has good impact on society or not? Like every other thing it has also some positive as well some negative impact on society. Some of the positive impacts of advertisement on society are as follows: Advertising allows people to become aware of products and/or services that can help them meet their needs. It helps to educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation. The backward people are now aware of many diseases and their problems. And all these credits goes to proper advertising. Diseases like Polio could never been controlled if the timings for polio drops arent advertised regularly. Advertising allows people to be more informed and can perform a public-service. In the case of political advertising, the viewer may learn valuable information about the candidate or his/her opponent. Charities can use media to advertise about the illnesses and encourage people for donations. Social organizations and NGOs can use the mean of advertisement for promoting their campaigns. Seeking help through advertisement during epidemics or natural calamities can help a lot. A lot of commercials have facts that relate to their product, but are really important to know, like: A medicine that prevents bone loss reminding us that a diet not sufficient in calcium will lead to our body stealing it from our bones and increasing likelihood of osteoporosis later in life. Similarly breakfast cereal advertisements tell us about the various nutrients, iron, folic acid, and its importance.

There are also various blames that advertising is causing negative social impact on lives. It increases the cost of goods. Advertising charges are included in the price, which the consumer has to pay. Consumer's choice is greatly injured by the advertisement. Advertising appeals make people to use such articles, which may affect their health e.g. alcoholic drinks and cigarettes. People with less purchasing power cannot afford to buy articles even though advertisements create a strong need in them. Thus a section of society remains discontented. It reduces cleanliness. Large number of posters and writings on the walls are used for advertisement. This makes the roads and the walls of the houses look dirty. Thus, it reduces the natural beauty. Advertising posters of modern films, where sexuality is shown much than the actual theme of the movie, can divert the society a lot. Materialism is being much glorified through advertisements, which can again have dangerous consequences Society is becoming ignorant towards social or world issues because we are too obsessed to satisfy our newly created needs. We want to earn more and more money so that we can buy happiness in forms of products, being advertised as they can bring all the happiness in our lives. We are starving for material goals, because we always just want to have more. Products which are heavily advertised are expensive due to the cost spent on advertising. It is true that advertising increases consumption, but its also true that the more we consume, the more we destroy the environment, because if demand increases production also increases. Thus the need of raw materials also increases. People generally get influenced easily by the celebrity endorsement. The dont judge whether the product is good or bad. Rather go for it as their favorite celebrity is endorsing it. It also has a bad impact on competitative companies as to stay in the market every company tries to spend more and more on advertisement.Which leads to increase in cost. So, we can say that advertising has positive as well as negative impact on society. The balance, of what is necessary and what really not needed should be focused more. Advertisement can create contentment but can also simultaneously create discontentment. Our society and the marketing of products depend so badly on advertisement that even its negative impact on society cant outweigh the many positive social and economical effects.

OBJECTIVES:
1. To know the impact of advertisement on society, children, teenagers, female , literate and illiterate people. 2. To know about its effect on competitive companies. 3. To know the effect on the advertising company itself. 4. To know the effect of celebrity endorsement. 5.To know which kind of advertisement is more beneficial to companies , and which influences the customers more.

RESEARCH METHODOLOGY:
TYPE OF RESEARCH: It is descriptive research. Its aim is to identify the various characteristics of the community or institution or problem under study but it does not deal with testing of hypothesis.

RESEARCH PROCESS:
1. Identifying problem. 2. Planning design (resources of information the people, the retailer, the vendor etc) 3. Collection of data (primary data by questionnaire) a) Universe of the study - Varanasi b) Type of Data used - Primary data c) Data Collection Method - Interview through Questionnaire d) Sample of Unit - Individual e) Sample Size - 300 (75 samples each) f) Sampling Method - Convenience Sampling 4. Tools & Analysis Bar Chart, Pie Chart, Histogram 5. Report writing.

BENEFITS:
This survey will help to: 1. To find out the factors influence the people to buy a product. 2. To make people aware of fake advertisement. 3. To provide information so that the customers do not get influenced by the advertisement through celebrity endorsement blindly.