 Unit - 1

Introduction

ABSTRACT
 Advertising is the means of informing as well as infuencing the
general public to buy a product or services through visual or oral messages. A
product or service is advertised to create awareness in the minds of potential
buyers through various advertising mediums such as Newspaper, Magazines,
Television, Radio, Posters, Hoardings, Billboard and in recent time internet and
web advertising. It is a promotional activity for marketing a commodity. In the
present day world of mass production and distribution, advertising serves as a
powerful tool in the marketing process. Advertising is used for communicating
business information to the present and prospective customers. It usually
provides information about the advertising frm, its product qualities, place of
availability etc. Electronic
media are media thatuse electronics or electromechanical audience to access the
content. This is in contrast to static media (mainly print media), which today are
most often created electronically, but do not require electronics to be accessed by
the end user in the printed form. The primary electronic media sources familiar to
the general public are video recordings, audio
recordings, multimedia presentations, slide presentations, CD-
ROM and online content. Most new media are in the form of digital media.
However, electronic media may be in either analogue electronics data or digital
electronic data format.

Although the term is usually associated with content recorded on a storage

medium, recordings are not required for live broadcasting and online networking.
Any equipment used in the electronic communication process
(e.g. television, radio, telephone, desktop computer, game console, handheld
device) may also be considered electronic media.

Advertising is a form of communication intended to persuade an

audience (viewers, readers or listeners) to purchase or take some action upon
products, ideals, or services. It includes the name of a product or service and how
that product or service could beneft the consumer, to persuade a target market
to purchase or to consume that particular brand. These brands are usually paid
for or identifed through sponsors and viewed via various media.

Advertising can also serve to communicate an idea to a mass amount

of people in an attempt to convince them to take a certain action, such as
encouraging 'environmentally friendly' behaviors, and even unhealthy behaviors
through food consumption, video game and television viewing promotion, and a
"lazy man" routine through a loss of exercise . Modern advertising developed with
the rise of mass production in the late 19th and early 20th centuries. Mass media
can be defned as any media meant to reach a mass amount of people. Several
types of mass media are television, internet, radio, news programs, and published
pictures and articles.

Advertisements have become one of the crucial factors that

determines the style and functioning of one’s life in diferent contexts. For some
years some subtle changes in the practice of advertising have been reshaping the
society people live in. The force of advertising reaches out and touches everyone
living and working in the modern world today. Advertising is claimed by its
practitioners to be largely responsible for the good things in life and is criticized
by its opponents as the cause of unpleasant things (Lee & Johnson, 1999).

The impact of advertising on the society is a fercely debated topic,

and has been ever since the conception of advertising in its most basic form.
There are negative and positive social impacts upon society from advertising in
its various forms. Kerala is assumed to be a consumer state and the life and
culture is infuenced by the nature and type of marketing in every sphere of life.
Today's market is characterised by highly competitive organisations which are all
vying for consumer's loyalty. Firms are faced with the challenge to maintain their
own competitive edge to be able to survive and be successful. Strategies are
carefully planned and executed to gain the ultimate goal of all: company growth.
However, external factors are not the only elements which infuence growth.
There are also internal factors, components working within the organisation
which shape the direction of the company.

Advertising has positive as well as negative, social and economic

impacts on our society. Considering advertising as a public welfare is a positive
social impact whereas exposing women as a sex tool comes at the negative side.
As far as economic factors are concerned, funding for the media and stimulating
an active and competitive economy, are the major examples.

Assorted techniques are enforced for persuading consumers that

they want the product which is being advertised. These techniques usually give
attention to the benefts that would be brought to the consumers rather than
focusing on the actual products. For instance, an automobile advertisement
adverting the mechanical attributes of a vehicle, most likely concentrates the
exhilaration, reputation and social progression it may bring to the buyer. This
swarming advancement is habitually sexual, or involving the opposite gender to
attract the consumers with the glamorous women/men's fancy car.
 There are various blames that advertising is causing a negative social
impact on the lives. TNow a day in the era of globalization students' lives are more
and more infuenced by the media. In order to assess that to how much extent the
electronic media could afect the process of students learning, a study is
conducted and collects data from diferent colleges and university of Gujrat
within Gujranwala division. The data collected from 140 randomly selected
respondents through this we analyze by using the multiple regression technique
and draw conclusion. It was found that In case of watching T.V university students
give more time on it and their knowledge efciency also increase as compared to
college students. But Social and behavior learning afect more in college students
than in university level students. On other activities university students spend
more time and get more knowledge efciency but Social and behavior learning
afect more in college students as compared to university students.

Background
Human have diferent ways of learning. Some can incorporate in a
better way the knowledge received visually, auditory or through a certain sense.
Researchers give an idea of appropriate combinations of electronic media and
learning styles are more efective than others. An electronic media can be used in
diferent ways to implement diferent teaching strategies which can be matched
with diferent learning styles. For example, a discussion forum can be used in
diferent ways. It can be used to assign a practical task to students in such a way
that students solve the assigned problem in a collective manner. This fts well
with sensitive learning style. The discussion forum can also be used to give a
chronologicalseries of theoretical presentations to students who can interact with
the teacher. The sequence of presentations associated with the corresponding
discussion is an adequate teaching material for sequential style [Link]
our study by internet it has to bring about a radical change in the computer and
communications. Before internet the world is nothing before. The invention of the
radio, telegraph, computer, and telephone set the stage for this extraordinary
mixing of capabilities. Internet is the technological progress that began with early
research on small package switching and the ARPANET (and related
technologies), and where current research continues to expand the horizons of
the infrastructure along a number of proportions, such as scale, performance, and
higher level functionality. There is the operations and management feature of a
global and complex operational infrastructure. There is the social feature, which
resulted in a broad community of Internet working together to create and evolve
the technology.
 The Internet today is a widespread information infrastructure, the initial
model of what is often called the National (or Global or Galactic) Information
Infrastructure. Its history is multifaceted and involves many aspects such as
technological, organizational, and community. And its pressure reaches not only
to the technical felds of computer communications but throughout society as we
move toward increasing use of online tools to achieve electronic commerce,
information attainment, and community operations.

Now lets us discuss about television. There are more television sets than
the telephone sets in the world. The statistics prove that; according to ofcial fgures
from the InternationalTelecommunication Union there were 565 million telephones in
1983, and 600 million television sets. Other fgures are just as impressive: in Belgium, from
1967 to 1982, the average time spent watching television by children from 10 to 13 years,
increased from 82 to 146 minutes per day incredible in every sense of the word.

Our senses are beset every day by the attraction of the visual
[Link] has already modifed our social behavior. It fosters, for example, our
taste for things visual the impact of the picture and its colors. It encourages in us a desire
for the big display the ambiguous and the outspoken statement. The efect can be seen in
the way we react one to another and in the world of advertising. But television cannot yet
be said to have more rewarding our civilization. For that to happen it must become
relating to, so the viewers may come to a close to be just to learn.

Electronic media
In the last century, a revolution in telecommunications has greatly altered
communication by providing new media for long distance communication. The
frst transatlantic two-way radio broadcast occurred in 1906 and led to common
communication via analog and digital media:

Analog telecommunications include some radio systems, historical telephony

systems, and historical television broadcasts.

Digital telecommunications allow for computer-mediated communication,

telegraphy, and computer networks.

Modern communication media now allow for intense long-distance exchanges

between larger numbers of people (many-to-many communication via e-mail,
Internet forums, and teleportation). On the other hand, many traditional
broadcast media and mass media favor one-to-many communication (television,
cinema, radio, newspaper, magazines, and also social media).

Electronic media usage is growing, although concern has arisen that it distracts
youth from face-to-face contact with friends and family. Research on the social
engagement efect is mixed. One study by Wellman found that "33% of Internet
users said that the Internet had improved their connections to friends 'a lot', and
23% said it had increased the quality of their communication with family
members by a similar amount. Young people in particular took advantage of the
social side of the Internet. Nearly half (49%) of the 18- to 29-year-olds said that the
Internet had improved their connections to friends a lot. On the other hand, 19%
of employed

The objective of our research work

 To check the impact of electronic media which includes cable T.V and
internet on the learning of students.
 We have to check that how the style of learning of students can be infuence
by the usage of internet and watching cable T.V.
 To evaluate the impact of social media ads on its users.
 To investigate the attitude of users of online social networks towards
advertisements.
 To explore and fnd out the behavioral changes in users of social media
adds.
 To Investigate the impact of electronic media on student‟s social life
 To check that usage of internet have positive relationship with high success
in studies
 To check that Behavior of students afected through electronic media

Motivation:

Diferent research study projects motivates us to check the impact of electronic

media on student. So we decided to conduct research in diferent areas.

Contribution:

We have seen a number of articles on “An Impact of Electronic Media on the

Development of Children's Personality” by Niaz Hussain Malik, M. ZakariaYousuf
Hassan and Razia Sultana. This study was conducted in two randomly selected
areas of Faisalabad city. That article focus on Personality that is the total quality of
an individual due to bodily pattern, mental integration and chemistry internal
functions including almost all types of introvert and extrovert traits. We take basic
idea of impact of electronic media and focus on college and university students of
Gujranwala division that how much extent social and behavior learning and
knowledge of both students efect through T.V and internet.

 Unit - 2
Literature Review
Electronic Media
The electronic media mainly consist of radio, television, and movies, and
are actually classrooms without four walls. (Hustonet aI., 1992).Media is an
important source of shared images and messages relating to political and social
context.

Technology of media is an important part of student‟s lives in the twenty-

frst century and play very important role in creating awareness related various
aspects of life and personality as found by Mehmood (2000). The world of
electronic media, however, is changing dramatically. Television, which dominated
the media world through the mid-1990s, now competes with cell phones, iPods,
video games, instant messaging, interactive multiplayer video games, Web social
networks, and e-mail. We learn skills, values and patterns of behavior from the
media both directly and indirectly. There is no doubt that electronic media have a
important infuence on children from a very early age, and that it will continue to
afect children's cognitive and social development (Huston et aI., 1992).Electronic
media activate and reinforce attitude and contribute signifcantly in the formation
of new attitudes (Gitten, 1998). Media have also played a part in the moral
development of youth. We learn skills, values and patterns of behavior from the
media both directly and indirectly (Gitten, 1998). The electronic media ofer
dazzling potential as tool for learning, especially through interactive educational
programming. Most cultures have used visual arts, dramas and stories to
communicate myths, ideas and values to the new generation .These visual arts
and stories may be immoral. The media in all forms have become a primary
infuencing instrument on the moral development of individuals including
children. Our basic focus is on Cable T.V and Internet which are closely related
with student‟s learning.

A study conducted by Victoria Rideout makes clear that for many families,
media use has become part of the fabric of daily life. Parents use TV or DVDs as a
“safe” activity their kids can enjoy while the grownups get dressed for work, make
a meal, or do the household work by Elizabeth (2006). Working parents who worry
that they don‟t have enough time to teach their kids the basics feel relieved that
educational TV shows, videos, and computer games are helping their kids count
and learn the alphabet and even say a word or two in Spanish by Elizabeth (2006).
When children are grouchy, or hyper, or fghting with their siblings, moms and
dads use TV as a tool to help change their mood, calm them down, or separate
squabbling brothers and sisters by Victoria (2006). Media are also used in
enforcing discipline, with a TV in the bedroom or a handheld video game player
ofered as a powerful reward or enticement for good behavior Victoria (2006).
Everyday activities, such as eating a meal or going to sleep, are often done with
television as a companion. And media are used to facilitate moments of transition
in daily life: waking up slowly while groggily watching a couple of cartoons on
mom and dad‟s bed, or calming down to a favorite video before bedtime by
Rideout (2006).

[Link] Television
Cable Television seems to have become an essential ingredient in the relationship
between media and society. Although Cable Television, also called CABLEVISION,
according to Encyclopedia Britannica (1986), is “a system that distributes
television signals by means of coaxial cables. Such systems originated in the
United States in the early 1950‟s and were designed to improve reception of
commercial network broadcasts in remote and hilly areas. Television is one of the
most prevalent media infuencing kids' lives. The impact oftelevision on children
depends on many factors, like how they watch, their age and personality, whether
they watch alone or with adults and whether their parents talk with them about
what they see on T.V. Personality development by television can help children
develop skills and knowledge that will help them in school Rideout (2006).The best
example is "Sesame Street" which helps in developing skills of knowledge of
numbers, letters relationship and vocabulary among children. On the other hand,
television has also some side efects, it afects the learning and school
performance if it cuts into time kids need for activities crucial to healthy mental
and physical development. The impact of television violence on children is of
special concern. Young children are exposed to violence not only on crime shows,
but also in cartoons, and in news.

Some of most the violent T.V. shows are children's cartoons in

which violence is portrayed as humorous and realistic consequences shows. This
can be especially true of violence shown by young children, who are likely to
exhibit aggressive behavior after viewing violent T.V. shows or moviesRideout
(2006). That is why, Rauf (1997) has strongly opposed the exposure of children to
too highly exciting movies for their emotional health. Other byproduct of
television is TV -by-cable. The main risk lies in the availability of every type of
good or bad programmers. The vulgar and sexobsessed flms on cable T.V.
produce a negative impact on morals and manners of the children.

The newest type of media is "internet" which makes easy

accessibility to the knowledge sources within minutes but also has access to
vulgar, trash and fotsam material in the hands of children (Harrison et al;2000).

[Link]
Simply internet is a network in which computers are connected
through worldwide, which is accessible to the general public. I or internet protocol
is a special type of packet switching is used for data transmitting in these
interconnected computers. We can use internet for various important functions
which include the several means of communications like the fle transfer, the
online chat and even the sharing of the documents and web sites on the WWW, or
the World Wide Web.

The technology has not only used in the traditional class rooms but
has also served to expand learning experiences beyond the popular notion of
“classroom." Indeed, “distance learning," especially utilization of the Internet,
is becoming a widely used delivery alternative at universities nationwide.
Computers and the internet have introduced dramatic changes to work processes
and to the organization of corporate structures over the past decade (cf. Lindbeck
and Snower 2000). Behavior of households about the shopping and recreational
have also changed through internet. Similarly, students are faced with computers
both at home and at school, and governments worldwide have introduced
schemes to equip schools with classroom computers and internet connections.
 The use of the internet in teaching has been afecting the
ways of delivering information to the students and how it changes the
process of acquiring knowledge and enhancing achievement.

Online education refers to any form of teaching and learning that

takes place via a computer And communication network (Kearsley 1997). A
network is not limited to a local area network (LAN) but also the global network,
such as the Internet. An online classroom, or so- called virtual classroom, can be
conducted within a particular organization via its intranet or LAN. Internet
provides a real opportunity for students to control and initiative both in terms of
information access and learning styles. Textbooks have often provided charts
outlining entire academic courses so that teachers know the direction of learning.

However, these traditional methods of delivering training and

education have had limitedsuccess in meeting the fast-paced, high-quality
demands of today's learning environments(Ehrlich & Reynolds, 1992).

Moreover, the use of tools likes email and instant messaging, may help
students to develop their autonomy while providing more opportunities to
interact with their peers. Furthermore, as compared to classroom verbal
discussion, students using these types of applications would not need their
teacher‟s permission to talk getting more control over what topics to raise and
when to do it (Warschauer et al., 1996).

As teachers begin to understand learning styles, it becomes apparent

why multimedia-based instruction appeals to learners and an efective teaching
methodology. Students learn diferently, so a mix of media satisfes the many
types of learning preferences that one person may embody or that a class
embodies (Farmer, 1995).Students‟ personal characteristics and learning styles
and the way their interaction may have an impact on the development of more
efective learning experiences. In this respect, we can say new media such as the
internet are boosting students‟ opportunities to learn practically anything,
anytime, anywhere, without the necessary supervision of their teachers or other
formal educational agents.

Students achievement
Currently higher education institutions are increasingly focusing on the online
education. Peterson's guide reports that the nearly four hundred accredited
colleges and universities in the North America are using the Internet in the
classroom instructions (Velsmid 1997).Flexible e-learning has been in place since
1998, when teaching staf members were encouraged to put resources online
through a managed learning environment (Northover andDonald, 2002). Even so,
many instructors remain wary and skeptical concerning the pedagogy
underpinning learning and constantly strive to use strategies they sense will be
used by students to enhance learning. Surveyed students constantly report that
they fnd online resources useful (Kenny, 2003). Morriss‟ (2000) showed in case
study groups conducting collaborative learning online signifcantly outperformed
traditional face-to-facegroups. Morrissey implies that the online medium allows
students to spend more time focusing on the assigned tasks rather than
commuting. The students in the online group typically achieved a higher grades
mean in each topic, and the highest cumulative GPA Average mean.

Advantages of internet:

Internet has become the basic necessity of students as well as for

the common man to meet their individual, academic or professional needs.

[Link] Education:

Internet is a boon for those who want to study but are not able to attend regular
classes due to some reasons; these students can go for distance education
courses online and prepare themselves for examinations by accumulating
enough study stufs from Internet. They can also download lectures or tutorials
into their computer and get a lot of knowledge in very cheap and easy way

[Link] for Competitive Exams:

Students who are preparing for competitive exams, get internet quite helpful in
enhancing their general knowledge as they can get latest news of the world on
the Internet that contains current events, hence they are immediately updated
with latest news when any event happens around the world.

[Link] Information:

Students can share study related information with their friends around the world
and also get guidance in a very easy, cheap and fast method

[Link] Results:

Now students are not required to search their roll number on newspaper as most
of the universities and education boards provide results on the Internet. The
students can get their results from any part of country or world by accessing
internet.

[Link] Development:

Internet ofers latest information to develop personality for the students who are
not guided properly in their early life but after searching information on Internet,
they come to know their hidden talents and obtain better option for study or
career.
[Link] Search:

One can get appropriate job without spending much time and money as
numerous online jobs are available for students who have just completed their
professional courses. You can register yourself on diferent job sites and these
sites search jobs for you according to your qualifcation.

Disadvantages of internet:
Many students are becoming addicted to the Internet. They spend more
and more time on playing computer games or just surfng the net without any
particular reasons. Accordingly, the time they spend on studying is automatically
reduce, which in turns causes the lower academic achievement. Moreover, some
of them go to the extreme, becoming serious internet addicts, and they even
refuse to go to school as they cannot escape from the trap of internet. Internet
hinders students from doing their homework or assigned task by their
[Link] to internet, students can obtain the information they need with a
great ease by simply clicking the button. However, this great accessibility to any
kind of information can be abused. For instance, when students are given an
assignment, what many of them do is just go on the websites or the blogs where
the seemingly needed information is posted, and drag, copy and paste it without
looking the material thoroughly later. Some students even just download the
material which someone else has already done and submit it as if it were their
work.

The one of the big negative impact of internet on students is the easy
access to the porn and adult material on internet. According to a survey nearly
every student watches various times porn and adult movies on internet. These
are some negative impact of internet on students. The internet is not a bad thing
but the excessive use of internet always leads students to use it negatively. Here
parent‟s role starts who have to control their children from the excessive use of
internet.
Media
[1]Media are the communication outlets or tools used to store and
deliver information or data.

[2] The term refers to components of the mass media communications industry,
such as print media, publishing, the news
media, photography, cinema, broadcasting (radio and television),
and advertising.

[3]The development of early writing and paper enabled longer-distance

communication systems such as mail, including in the Persian Empire (Chapar
Khaneh and Angarium) and Roman Empire, which can be interpreted as early
forms of media.

[4] Writers such as Howard Rheingold have framed early forms of human
communication as early forms of media, such as the Lascaux cave paintings and
early writing.

[5] Another framing of the history of media starts with the Chauvet Cave paintings
and continues with other ways to carry human communication beyond the short
range of voice: smoke signals, trail markers, and sculpture.

[6]The term media in its modern application relating to communication channels

was frst used by Canadian communications theorist Marshall McLuhan, who
stated in Counterblast (1954): "The media are not toys; they should not be in the
hands of Mother Goose and Peter Pan executives. They can be entrusted only to
new artists, because they are art forms." By the mid-1960s, the term had spread to
general use in North America and the United Kingdom. The phrase "mass media"
was, according to H.L. Mencken, used as early as 1923 in the United States.

The term "medium" (the singular form of "media") is defned as "one of the means
or channels of general communication, information, or entertainment in society,
as newspapers, radio, or television."

Methodology:

In our research we have three exogenous variables hours spend on watching TV,
time spend on using internet and other activates which include Mobile usage and
other type of electronic media. And the time spends on the watching, internet
usage and other activities include all types of purposes like entertainment or
learning or for getting help in their studies.

 Unit - 3
Data
Collection
Social impact
Media technology has made viewing increasingly easier as time has passed
throughout history. Children today are encouraged to use media tools in school
and are expected to have a general understanding of the various technologies
available. The internet is arguably one of the most efective tools in media for
communication tools such as e-mail, Skype, and Facebook have brought people
closer together and created new online communities. However, some may argue
that certain types of media can hinder face-to-face. Therefore, it is an important
source of communication.

In a large consumer-driven society, electronic media (such as television) and print

media (such as newspapers) are important for distributing advertisement media.
More technologically advanced societies have access to goods and services
through newer media than less technologically advanced societies. In addition to
this "advertising" role, media is nowadays a tool to share knowledge all around
the world. Analysing the evolution of medium within the society, Popkin assesses
the important role of media, by building connection between politics, culture and
economic life and the society: for instance periodical newspaper has been an
opportunity to frst advertise and second to be up-to-date with current foreign
afairs or the nation economic situation.

In the mean time, Willinsky Willins was promoting the role of modern
technology as a way to come across cultural, gender, national barriers. He saw in
internet an opportunity to establish a fair and equal system of knowledge: as
internet may be accessible to anyone, any published information may be read
and consulted by anyone. Therefore, internet is a sustainable solution to
overcome the "gap" between developed and developing countries as both will get
a chance to learn from each other. Canagarajal is addressing the issue of
unbalanced relations between the North and South countries, asserting that
Western countries tend to impose their own ideas on developing countries.
Therefore, internet is way to re-establish balance, by for instance enhance
publication of newspaper, academic journal from developing countries.
 Christen is the one who created a system that provide access to
knowledge and protect people's customs and culture. Indeed, in some traditional
societies, some genders cannot have access to a certain type of knowledge
therefore respecting these customs limit the scope of dissemination but still allow
the difusion of knowledge. Within this process of dissemination, media would
play a role of "intermediaries", that is say translation an academic research into a
journalistic format, accessible by lay audience Canagaraja. Consequently, media
is a modern form of communication aiming at spreading knowledge within the
whole world, regardless any form of discrimination.

Media, through media and communications psychology, has helped

to connect diverse people from far and near geographical location. It has also
helped in the aspect of on-line or Internet businesses and other activities that
have an on-line version. All media intended to afect human behavior is initiated
through communication and the intended behavior is couched in psychology.
Therefore, understanding media and communications psychology is fundamental
in understanding the social and individual efects of media. The expanding feld of
media and communications psychology combines these established disciplines in
a new way.

Timing change based on innovation and efciency may not have a

direct correlation with technology. The information revolution is based on modern
advancements. During the 19th century, the information "boom" rapidly
advanced because of postal systems, increase in newspaper accessibility, as well
as schools "modernizing". These advancements were made due to the increase of
people becoming literate and educated.[citation needed] The methodology of
communication although has changed and dispersed in numerous directions
based on the source of its sociocultural impact. Biases in the media that afects
religious or ethnic minorities takes the form of racism in the media and religious
bias in the media.

Data Collection

This study is part of a larger investigation of students learning in electronic media

through diferent colleges and University of Gujrat in Gujranwala Division (G.D).
We are using primary data and we collect this data from diferent private and
government colleges and university of Rayalaseema through stretchered
questionnaires. A concurrent mixed-method approach using both quantitative
and qualitative methodologies was utilized. The particular methods used were
structured questionnaires. About 80 respondents are randomly selected from
university of Rayalaseema and other 40 respondent are randomly selected from
other districts colleges . Similarly, male and female respondent were selected
proportionately to fnd statistically reliable and signifcant results. Estimation and
Results:

Data can be collected in following sources.

Primary data:

 The primary data are collected through the help of the structured
questionnaire prepared by the researcher

Secondary data:

 The secondary data are usually of two types internal and external. Internal
records of the company are used as the point of the marketing research.
This indudes information about the preduct being researched, its history,
company's background, market share, and competitors information.
 These types of information were collected from the marketing department,
sales department and corporate cell for marketing intelligence in the
company External secondary data contains information available from
public sources such as business newspapers, business magazines. A
prominent source of data is the CMIE or Centre for Monitoring Indian
Economy, which publishes monthly reports on various aspects of Indian
economy and Industry.

Descriptive and frequency analysis:

Mean, Standard Deviation, Minimum, Maximum, and shape of variables by

skewness and Kurtosis by using Histogram. First we discuss the variable average
hours spend on study, and other learning variables social learning, behavior
learning and knowledge. Average hours spend on study here means that time the
student study by themselves other than the college/university timing (classes
timing). Study hours discussed here only for the seeing the trend of time spend on
study by the students of the college and the university. And later on the average
hours spend on internet usage in a day, watching TV and other activities are also
analyzed and also include pie charts and histograms in order to show the trend,
shape and dispersion of the variables.

Correlation Analysis:
By using Bivariate correlation we check the two way association between our
variables under our consideration Study hours, Internet usage hours, watching
T.V hours, and dependent variable learning, (Social learning, behavior learning
and knowledge). By concluding that there is a positive relationship between the
usages of electronic media on the learning of the students then we move towards
the regression analysis

Regression Analysis:

In
this

technique we applied a liner regression

model in order to identify the efects of time spend on electronic media and other
activities on the students learning. We make a linear regression model as our
independent and dependent variables shows a linear relationship with one
another. And in order to estimate our regression and getting the values of
coefcients we use Ordinary Least Square Method.

In order to diagnose our results we apply F test to check the overall

good ftness of our model and value of R2, Durbin Watson Test for checking the
correlation between the error terms of the model For getting results we use the
SPSS software our results and estimations are given below

Learning Learning
 Mean = 3.00. Mean = 2.91
Standard deviation = 0.301. Standard deviation = 0.361
N = 52. N = 87

Histogram show Mean of college and university student and show negatively
skewed data as more values are above than mean. Both diagram shows
platykurtic as value of kurtosis is negative.

Coefcients
Dependant variable: Learning
  Unit - 4
Data Analysis

statistics:
In college students F=46.301 and in university students F=70.416 which shows that our overall
model is good fit. Values of Durban Watson show positive autocorrelation in both college and
university student 1.155 and 1.870 respectively as both values are less than [Link] college students
the value of t is greater than 2 in all cases which includes (average hours spending on internet
usage, watching T.V, others) this result shows that our coefficients are significant. In university
students the value of t is greater than 2 in all cases which includes (average hours spending on
internet usage, watching T.V, others) this result shows that our coefficients are significant. One
present change in internet usage leads to increase 0.528 in college students learning. And one
present change in internet usage leads to increase 0.481 in university student learning.

Comparison between college and university students:

After explaining the results of impact of electronic media on the university and
college students leaning individually now we compare these results. The college students get more
learning benefit by spending time on internet as compare to the university students. whereasthe
by time spending on the watching T.V and other activities the university students get more learning
share then the college students and overall the model for the university students are much better
than the college students statistically

Most Favorite channel:

Interestingly we can see that the favorite channels of the university students in is News
channels and the National Geographic & Discovery channel like Geo News, ARY News, Same News,
PTV News, Duniya News, Waqat News etc. by the same percentage of 28 and the favorite channel
of the college students is Movies & Songs related channel like Star Movie, Zee Music, Gold Star,
Star Movie and 8xmoo etc. by the percentage of 32.
The overall favorite channel of the students of Gujranwala
Division is National Geographicand Discovery with the highest
percentage of 26 and other most viewing channels are News
channels and the Movies and Songs broadcasting channel by the
23 and 24 percentage respectively. And the most favorite channel
for the female is Dramas Channel and for the male is News
channel 30% for the former and later on 31%.
Most Favorite Website:
The most favorite website in the Rayalaseema Division is Google
as presented below and the university students use it on a 47%
and College students and overall students of Rayalaseema
Division 37% and 43% respectively.

Discussion:
 University students spend more time on internet that is
on average 2 hours in a day as compared to college student. And
both said that time which they spend on internet effect their
social and behavior learning and knowledge efficiency. But there
is slightly difference in opinion of university and college students.
Social and behavior learning affect more in college students as
compared to university students and knowledge efficiency is
more inuniversity level students. May be reason behind is that
university students have more maturity level than college
students and mostly they use internet for getting [Link] we
move on study hours we see that college students spend more
time on study as compared to university students and their
response on social learning, behavior learning and knowledge
efficiency is same as above that Social and behavior learning
affect more in college students and knowledge efficiency is more
in university level students. Means University students give less
time to study hours but more increase in knowledge efficiency
but college students give more time on study but their knowledge
efficiency is [Link] case of watching T.V, university students give
more time on it and their knowledge efficiency also increase as
compared to college students. But Social and behavior learning
affect more in college students than in university level students.
On other activities university students spend more time and get
more knowledge efficiency but Social and behavior learning affect
more in college students as compared to university students.
  Unit - 5
Conclusion And
Recommendations

Conclusion:
The purpose of the study was Electronic media influence
student‟s social life positively in achieving the high success in
studies through the case study show a significant relationship,
Behavior of students affected through electronic media University
students spend more time on internet that is on average 2 hours
in a day as compared to college student. And both said that time
which they spend on internet effect their social and behavior
learning and knowledge. But there is slightly difference in opinion
of university and college students at an important point. Social
and behavior learning affect more in college students as
compared to university students and mostly they use internet for
getting knowledge and university level students getting more
knowledge. May be reason behind it is; university students have
more maturity level in a sense to understand the main theme of
situations than college students.
If we move on comparative results college students
spend more time on study than university students and their
response on social learning, behavior learning and
knowledgeefficiency is same as above that Social and behavior
learning affect more in college students and knowledge efficiency
is more in university level students. Means University students
give less time to study hours but more increase in knowledge but
college students give more time on study but their knowledge
efficiency is low. In case of watching T.V, university students give
more time on it and their knowledge also increase as compared
to college students.
Our findings sheds light on Social and behavior
learning affect more in college students than in university level
students. On other activities university students spend more time
and get more knowledge efficiency but Social and behavior
learning affect more in college students as compared to university
students. This paper has demonstrated the need to deepen as
search shows the learning of students effected positively through
electronic media so there should be improvement in the that
some areas of developing districts have no internet facility that
should be provided e.g., Lalamusa. So there is need to improve
our electronic media availability in order to enhance the learning
of the students.
There are some limitations of this paper that due to the
time and resources constraints my work shows the impact of
electronic media on students learning only in the Rayalaseema
university for further research coming interested researcher can
extend it to the province level and country level and can also
differentiate the gender based
The objective of the study was to determine the
effectiveness of sample of Rayalaseema university internet
advertising on consumer behaviour using students. After analysis
of the study findings, the study concludes that the effectiveness
of internet advertising on reach and creation of awareness was
determined by the level of knowledge about the existing
platforms of advertisements adopted by various companies in
kenya and time spent on various media. Internetadvertising was
effective in providing higher reach and creation of awareness
However, in spite of the diverse usage of internet and wide
interaction with various internet advertisements, fewer
respondents were able to recall the internet ads they had seen.
This implies that the reliability of internet advertising is quite low.
The research established that tv advertising is more reliable than
intemet advertising therefore conforming with danaher and
mullarkey (2003), that tv ads are much reliable than internet
advertising The study concludes that internet advertisiog
nfuenced of the purchase decision of the customers to a
moderate extent as only tising is a key respondents were
influenced purchase decision.
However, integnet a der it to bc an determinant of
purchase decision of the customers as th buy their products
interaction point between them and the company from from The
study also concludes that internet adverising tos significant
relationship with purchase decision of the consumers. The study
turher concludes that internet advertising contributes most to the
consurer behavior and that internet advertising was a significant
factor in predicting eurmer behaviour. In addition, there is a
chaviour and internet advertising. This positive relationship
between cons implies that companies shou market share and
conduet a more in internet advertising to increase their research
on the different markets in various countries to ensure that the
interuet advertising initiatives being implemented suits the
targeted marketers to improve product purchases.

Recommendations
 The study established that the reliability of interne
advertising ow and therefore recommends that the management
of companie using internet advertising should provide unique
experience to its customers based customer analysis to deliver a
personalized experience to the customers, calis (2003). The study
also found that internet advertising is effective in reach and
creatic of awareness and recommends that the companies should
invest more in internet advertising to increase their market share
provide product information.
Finally, the study determined that there is a positive relationship
between internet advertising and consumer purchase decision
and further recommends that companies should conduct a
market research on the different markets in various countrics
ensure that the internet advertising initiatives being implemented
suits the targeted markets to improve product purchases. This is
because there exist different contextue realities between
different markets wolin (2002).
suggestions for further studies
Since this study explored the effectivenessof intern
advertising on consumer behaviour: the case of university of
nainobi students study recommends that a similar study should
be done in a priva comparison purposes and to allow for
generalization of findings on the effectivene of internet
advertising on consumer behaviour. As as suggested by gong and
mado (2003), "future research can look into the impact of web
advertising across differ countries and cultures to enhance the
global understanding of web advertis effectivenes.
 References
1. Damodar N. Gujarati BASIC ECONOMETRICS, 6th edition,
United States Military Academy, West Point (Pp 202-248, 387-
390).
2. Murray, N. and Hughes, G. (2008) Writing up your University
Assignments and Research Projects A practical handbook, edition
6th, Open University Press (Pp 109-110, 143-170).
3. Spencer A. Rathus (2003) Essentials of Phychology, 5th edition,
Harcourt Brace College Publishers (Pp 217-225, 503-508,695-700).
4. Julius S. Bendat, Allan G. Piersol (2005) Random Data Analysis
and Measurement Procedure, 4th edition, A John Wiley and Sons
Inc Publishers (Pp 25, 26, 79-82).
5. Jagdish K. Patel, Camp Bell (2002) Handbook of the Normal
Distribution, 2ndedition, Marcel Dekker, Inc (Pp 27-32, 81-84,
126, 129).
6. Canadian Psychological Association (2000) Canadian Code of
Ethics for Psychologists, 3rd edition.
7. D, Veronica. (2000). Are They Really Learning Online? The
Impact of the Internet on Adolescents‟ Learning Experiences.
8. Ahmed, Y. (1999). The Effect of Intranet Use on Students‟
Achievement and Self-University of Science and Technology,
United Arab Emirates.
9. Satpathi, S. (2002). The Impact of Electronic Media on Modern
Indian Voter: A Study of the Post Liberalization Era.
 Appendix
Respected Sir/madam,

I am [Link] studying [Link],final year in Silver Jubilee Government College,

Kurnool. I will sure that the information provided by you can be kept as confidentially and it is only
for my academic purpose. So please cooperate with me.

A. BASIC INFORMATION:
1. Name of the Respondent:.......…................…………...................

2. Gender: ..............

3. Age: .............

4. Occupatio: ......................................

[Link] average income:. ..........................

B. SPECIFIC INFORMATION:
[Link] is your favourite website? (. )

[Link]. [Link]. [Link]. [Link]. [Link]

[Link] media you like to watch advertisements? (. )

[Link]. [Link] Media. [Link]

[Link] is your favourite channel? (. )

[Link]. [Link]. [Link]. D.Tv9. [Link]

[Link] is your opinion on electronic media advertising? (. )

[Link] useful. [Link]. [Link]. [Link]

[Link] many hours you watch electronic media per day? (. )

A.1 to 2hrs. B.2 to 3hrs. C.3 to 5hrs. [Link] 5hrs

[Link] is your favorite social media? (. )

[Link]. [Link]. [Link]. [Link]. [Link]

[Link] you like to watch television? (. )

[Link]. [Link]. [Link]. [Link]

[Link] you Suggest colleagues to watch advertisements on electronic media. (. )

[Link]. B. No

[Link] you believe on electronic media advertisements? (. )

[Link]. [Link]

[Link] you like to internet? (. )

[Link]. [Link]. [Link]. [Link]

16 .What is your favorite paper? (. )

[Link]. [Link]. [Link]. [Link]

[Link] length of advertisements you can remember? (. )

A.5 to 10 secs. B.10 to 20 secs. C. 20 to 30 secs

D. More than 30 secs

[Link] type of outside advertisement media is remembrance? (. )

[Link]. [Link]. [Link]. [Link]

Any suggestions:..............................................................................
[Link] is your favourite channel?

Maa tv Etv Gemini Tv9 Ntv Others

10 5 8 10 7 10

[Link] you like to watch television?

Morning Afternoon Evening Night

8 5 10 15

[Link] is your favourite website?

Google Yahoo Amazon Flipkart Others

15 6 10 10 9

[Link] you believe on electronic media advertisements?

Yes No Neutral

20 12 15
[Link] type of outside advertisements are remembered?

Pamphlets Holdings Banners Wall posters

13 10 12 10

[Link] you took advertisements as a reference before purchasing products?

Yes No Neutral

20 8 10

[Link] length of advertisements are easy to remember?

1 - 10 seconds 10 - 20 seconds 20 - 30 seconds Above 30 seconds

12 15 20 10

[Link] you like to spent time on internet?

Morning Afternoon Evening Night

5 10 15 20