ISSN: 2319-8753

International Journal of Innovative Research in Science,

Engineering and Technology
(An ISO 3297: 2007 Certified Organization)

Vol. 3, Issue 2, February 2014

Effectiveness of Television Advertisement on

Purchase Intention
Ms. Hemamalini. K.S*, Ms. Shree Kala Kurup**

Assistant Professor, Department of Management Studies, VEL’S University, Tamil Nadu, hennai, India*

Research scholar, Department of Management Studies, VEL’S University, Tamil Nadu, Chennai, India**

ABSTRACT: Advertising has become the most effective ways for the companies to transmit the product information’s
to the target consumers. The words, graphics and images are used to display the products in such a way with the
intention to attract the consumers and make them to think and purchase the product among the other available other
companies products. The main ways of attracting the consumer is by using all types of endorsement, using celebrity
appearance, message strategy, and the involvement strategy. The previous researches have proved that celebrity
endorsement, advertising appeal and advertising effect significantly and positively affects the consumers purchase
intentions. There is a strong perception and purchase intentions are also reported in the research findings. The purchase
intentions were positively correlated with perceptions with the message strategy and with the celebrity endorsement
and with the involvement factors.

KEYWORDS: Television Advertising, Message, Celebrity, Purchase Intention

[Link]
Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle & Saunders, 1990).
According to most studies in different countries, revealed that TV has the biggest effects on audiences and persude
them to start purchasing processes. TV as an advertising media has three key advantages. First, its influence on
consumers’ taste and perception is pervasive. Second, it can reach a large audience in a cost-efficient manner. Third, its
sound and moving images create a strong impact (Ramalingam2006).A consumer’s attitude and assessment and
external factors construct consumer purchase intention, and it is a critical factor to predict consumer behaviour
(Fishbein & Ajzen, 1975). Purchase intention can measure the possibility of a consumer to buy a product, and the
higher the purchase intention is, the higher a consumer’s willingness is to buy a product (Dodds, et al., 1991; Schiff
man & Kanuk, 2000). The main ways of attracting the consumer is by using all types of endorsement, using celebrity
appearance, message strategy, and the involvement strategy. According to Wang, Cheng and Chu (2012) celebrity
endorsement, advertising effect, and advertising appeal positively influence purchase Intention. Involvement has been
extensively used as a moderating or explanatory variable in consumer behaviour (Dholakia, 1997; 1998). Research
shows that under high involvement conditions, buyer decision processes are thought to proceed through extended
decision-making, a series of sequential stages involving information search and evaluation of criteria.(Browne and
Kaldenberg, 1997). Buda and Zhang (2000) revealed that important Message should come first to hold consumers’
interest and to convince them about the product advertised.

II. LITERATURE SURVEY

Message: Message proves a significant relationship with the effectiveness of television advertisements towards the
buying intention. Buda and Zhang (2000) revealed that important Message should come first to hold consumers’
interest and to convince them about the product advertised. Furthermore, consumers will be better influenced to buy a
product if the Message is highly trusted (Tanner et al, 1991; Tesser, 1978). Indeed, according to Petty et al (1983)
Message persuasiveness will be greater when a communicator has high accountability. Evidence by Rothman et al
(1993), Maheswaran & Meyers Levy (1990) and Buda & Zhang (2000) suggests that positive Message framing should
be used in an advertising campaign because it may be more persuasive than negative messages.
Copyright to IJIRSET [Link] 9416
 ISSN: 2319-8753

International Journal of Innovative Research in Science,

Engineering and Technology
(An ISO 3297: 2007 Certified Organization)

Vol. 3, Issue 2, February 2014

Celebrity: Chi, et al., (2009) proposed that an advertising endorser’s popularity, expertise, and attractiveness can
appeal consumers’ eyesight in a short time and increase purchase intention. Good Celebrity image is perceived to
impose prestige, good reputation and excellent image (Kambitis et al, 2002).Boyd and Shank (2004) showed that when
there is a fit between the celebrity and consumer in terms of gender, consumers perceive the celebrity as more
trustworthy, regardless of the product type endorsed by the celebrity. Indian advertisement has been placing a vital
amount of importance on both recall and persuasion as brand differentiating messages. (Dixit, 2005).Laroche, et al.
(1996) also testified that advertising endorser’s exposure rate can change consumer preference and attitude and promote
purchase intention. Furthermore, Demetrio’s and Tim (1999) argued that consumers’ attention will still be kept with the
presence of Celebrity in an advertisement rather than trying to retrieve the advertisement information itself (Shapiro
and Krishnan, 2001).
INVOLVEMENT: Involvement has been usually associated with a more active consideration of the information
provided or a sensitive interest towards a product. Conversely, low involvement has been associated with a low
relevance of the message or interest toward a product (Petty and Cacioppo 1979; Rothschild 1977). Previous studies
proves the importance of involvement as a mediating variable in consumer context, it is reasonable to suppose that
involvement also plays a role in the response to a mediated persuasive encounter of the type described by Friestad and
Wright (1994), and by researchers have also explored that consumers are considered an important and inevitable
factors towards the advertising .Similarly for the high involvement product advertisement the consumer may spend a
considerable amount of time reading the copy; the argument in that copy strong or weak plays an important role (Kahle
& Homer, 1985). Social psychologists have examined involvement in the context of persuasive communication
addressing its ‘attitude object’, as a social issue (e.g. involvement with health and safety) (Sherif and Sherif, 1967;
Laaksonen, 1994).“The television advertisement is more persuasive if message is informative for the product I seldom
use” is consistent with the findings studied by Leone and D’arienzo (2000).
Variables for the Study : In this study the Television advertisement and the Purchase intention is the independent
variables and the Message, Celebrity and the Involvement are the Dependent variables for the study.

[Link] OBJECTIVES
 To study how effective are the television advertisements in teenager’s perspectives.
 To analyze whether the three distinguished elements (i.e. Involvement, Message and Celebrity) impose a
significant relationship with the television advertisement in reference to the purchasing intention to the
teenagers.

[Link]
 In this study three hypothesis were recognized to test whether there are significant relationships between the
dependent variable purchase intent and independent variables involvement, message and celebrity.
 Research Design: Descriptive research design was followed in this research. The study is to identify the
effectiveness of television advertisement on the purchase intentions by the respondents.
 Sampling techniques: For conducting this study the Purposive sampling was adopted in selecting the
respondents.
 Data collection and sample size: The study is based on primary data and secondary data and the respondents
are from the graduation and post graduation college students in Chennai. The primary data was collected
through questionnaires and the Secondary data were collected from books, journals, news papers and websites.
 Sample size: The study was done by 50 respondents, who were under graduates and post graduate students in
colleges.
 Statistical tools: This data was analysed through weighted average method, Chi-square, Factor analysis.

HYPOTHESIS
Ho – 1 Involvement has no significance relationship with the effectiveness of television advertisement in determining
the buying intention.
Ho-2 Message has no significance relationship with the effectiveness of television advertisement in determining the
buying intention.
Copyright to IJIRSET [Link] 9417
 ISSN: 2319-8753

International Journal of Innovative Research in Science,

Engineering and Technology
(An ISO 3297: 2007 Certified Organization)

Vol. 3, Issue 2, February 2014

Ho-3 Celebrity has no significance relationship with the effectiveness of television advertisement in determining the
buying intention.

Message Purchase Intention

Television
Advertisement
Celebrity

Involvement

Fig: 1 Conceptual structure of Purchase Intention in the study

V. DATA ANALYSIS AND INTERPRETATION

CHI - SQUARE TEST:

H01: Involvement has no significance relationship with the effectiveness of television advertisement in
determining the buying intention.

Television advertisement and buying intention

Table: 1 Chi-Square Tests

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 68.155(a) 12 .000
INFERENCE:From the above table it is inferred that p value is less than [Link] null hypothesis is rejected. There
is relationship between television advertisement and the buying intention.

H0 2: Message has no significance relationship with the effectiveness of television advertisement in determining
the buying intention.

TV ads are more influential with message and buying intention with effective message.

Table: 2 Chi-Square Tests

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 4.897(a) 4 .298
INFERENCE : From the above table it is inferred that p value is less than 0.05, hence null hypothesis is rejected.
There is relationship between television advertisements with influential message with the buying intention.

H0 3: Celebrity has no significance relationship with the effectiveness of television advertisement in determining
the buying intention.
Copyright to IJIRSET [Link] 9418
 ISSN: 2319-8753

International Journal of Innovative Research in Science,

Engineering and Technology
(An ISO 3297: 2007 Certified Organization)

Vol. 3, Issue 2, February 2014

Table: 3 Chi-Square Tests

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 48.212(a) 12 .000

INFERENCE: From the above table it is inferred that p value is less than 0.05, hence null hypothesis is rejected. There
is an influence of celebrity relationship in the television advertisement in determining the buying intention.

Table: 4 Pearson Correlations of Involvement Variables

Correlations
ABOUT BUYING
CELEBRITY INTENTION
TELEVISIO APPEARAN IF ADS
N GREAT CE THAN EASILY
ADVERTISE BUYING THE TV UNDERSTOO
MENT INTENTION ADS D
TELEVISION Pearson Correlation 1 .367(**)
ADVERTISEMENT Sig. (2-tailed) .009
N 50 50
GREAT BUYING Pearson Correlation .501(**)
INTENTION Sig. (2-tailed) .000
N 50
ABOUT Pearson Correlation .367(**) .501(**) 1
CELEBRITY Sig. (2-tailed) .009 .000
APPEARANCE N
50 50 50
THAN THE TV ADS
BUYING Pearson Correlation 1
INTENTION IF ADS Sig. (2-tailed)
EASILY N
50
UNDERSTOOD
** Correlation is significant at the 0.01 level (2-tailed).

INFERENCE: In this table we analyzed a positive relationship between the frequency of about celebrity appearance
than the television advertisement and with the great buying intention. Since the Pearson Correlation value is .501 and it
is significant, we can say that the data support our study.

Copyright to IJIRSET [Link] 9419

 ISSN: 2319-8753

International Journal of Innovative Research in Science,

Engineering and Technology
(An ISO 3297: 2007 Certified Organization)

Vol. 3, Issue 2, February 2014

Table: 5 Pearson Correlations of Celebrity Variables

BUYING
BUYING BUYING INTENTIO GREATER
INTENTIO INTENTIO N IF BUYING
N IF I SEE N IF THE CELEBRIT INTENTION
THE CELEBRIT Y IF A
CELEBRIT Y IS WELL PHYSICAL FAMOUS
Y AS MY ASSOCIAT Y CELEBRIT
ROLEMOD ED WITH ATTRACTI Y APPEARS
EL PRODUCT VE IN TV ADS
BUYING INTENTION Pearson
IF I SEE THE Correlation
1 .551(**)
CELEBRITY AS MY
ROLEMODEL
Sig. (2-tailed) .000
N 50 50
BUYING INTENTION Pearson
IF THE CELEBRITY Correlation
IS WELL .551(**) 1 .541(**)
ASSOCIATED WITH
PRODUCT
Sig. (2-tailed) .000 .000
N 50 50 50

BUYING INTENTION Pearson

IF CELEBRITY Correlation 1 .451(**)
PHYSICALY
BUYING
BUYING BUYING INTENTIO GREATER
INTENTIO INTENTIO N IF BUYING
N IF I SEE N IF THE CELEBRIT INTENTION
THE CELEBRIT Y IF A
CELEBRIT Y IS WELL PHYSICAL FAMOUS
Y AS MY ASSOCIAT Y CELEBRIT
ROLEMOD ED WITH ATTRACTI Y APPEARS
EL PRODUCT VE IN TV ADS
Sig. (2-tailed) .001

ATTRACTIVE N 50 50
GREATER BUYING Pearson
INTENTION IF A Correlation
FAMOUS .541(**) .451(**) 1
CELEBRITY
APPEARS IN TV ADS
Sig. (2-tailed) .000 .001
N 50 50 50
** Correlation is significant at the 0.01 level (2-tailed).

Copyright to IJIRSET [Link] 9420

 ISSN: 2319-8753

International Journal of Innovative Research in Science,

Engineering and Technology
(An ISO 3297: 2007 Certified Organization)

Vol. 3, Issue 2, February 2014

INFERENCE: The table shows the correlation coefficient of action of purchasing intention and if they see the
celebrity associated with the product coefficient (.551) and on the other hand, buying intention if the celebrity is
physically attractive and other with the celebrity well associated with the product they have the correlation with each
other.

Table: 6 Weighted Average table for Involvement

Television ads are more 4.04 I

persuasive
Buying Intention 2.36 IV

Celebrity Appearance in 3.32 III

Ads
Buying intention if ads are 3.96 II
easily understood

INFERENCE: From the above table it is inferred that the television advertisements are more persuasive among
other factors in the involvement. It is analyzed by weighted average method those top three ranks are given high
priority by the respondents and shows they agree to the television advertisement is more persuasive if the message is
informative for the product they use.

Table: 7 Weighted Average table for Message

Information 3.88 III

Television advertisement will be 4.14 II

persuasive
Influence to buy if the message is 4.18 I
Trustworthy
Buy a product if its effective 3.84 IV
message is presented

INFERENCE: The weighted average table shows that the respondents will be influenced to buy a product if the
message is perceived to be highly trustworthy to the respondents and have a least interest in the buying intention if the
effective message is presented in the positive terms.

Table: 8 Weighted Average table for Celebrity

Buying intention is more if celebrity is 3.2 II

physically attractive
Buying intention is more if celebrity is well 3.22 I
associated with product
Buying intention more if celebrity is seen as role 2.98 III
model

Copyright to IJIRSET [Link] 9421

 ISSN: 2319-8753

International Journal of Innovative Research in Science,

Engineering and Technology
(An ISO 3297: 2007 Certified Organization)

Vol. 3, Issue 2, February 2014

INFERENCE: The weighted average table shows that the respondents are having buying intention more if the
celebrity is well associated with the product and the respondents are having less interest in the buying intention if a
famous celebrity appears in the television advertisement.

VI. FINDINGS

 The chi square analysis shows that there is a great relationship between the television advertisement and the
purchase intention of the teenagers.
 It shows that there is an influence of celebrity relationship and celebrity appearance in the television
advertisement in determining the buying intention.
 Teenagers have greater buying intention if the celebrity is well associated with the product and are less
interested with the celebrity shown as a role model for the product or only an appearance in the advertisement.
 It represents that the teenagers are influenced to buy a product if the message is perceived to be trust worthy
and are least interested to buy if the message is presented in the positive terms.

VII CONCLUSION

This study provides interesting findings through chi-square, weighted average method from the perspective of the
teenagers regarding television advertisement are effective in their purchase appeals and the study predicts the positive
impact of television advertisement on customer attention and directly influences their interest for purchasing or to the
desire for purchasing. The three descriptive elements- Involvement, Celebrity and Message has a significant
relationship and importance with the effectiveness of television advertisement towards buying intention and has proved
these three elements has a privilege to access to a large audience in an effective manner.

REFERENCES

1. Alsmadi, Sami. (2006), “The Power of Celebrity Endorsement in Brand Choice Behaviour: An Empirical Study of Consumer Attitudes in
Jordon,” Journal of Accounting-Business & Management, Vol.13, pp.69-84.
2. Daneshvary, Rennae and Schwer, Keith.R. (2000), “The association endorsement and consumers’ intention to purchase”, Journal of consumer
marketing, VOL.17 NO.3.
3. Journal of Interactive Marketing, Muller G. (2005) Advertising Management.
4. Krugman, Herbert E. "Why Three Exposures May Be Enough," Journal of Advertising Research, (December 1972).
5. Maheswaran, Durairaj, and Meyers Levy, J. (1990), the Influence of Message Framing and Issue Involvement, Journal of Marketing Research,
27 (August).
6. Mohammad Esmaeil Ansari, Seyyed Yaser Ebrahimian Joloudar, November 1, 2011 “An investigation of TV advertisement effects on
customers' purchasing and their satisfaction” Published in International journal of management studies
7. Goh Poi Chiaw, Mahani Mohammad Abdu Shakur and Masita Hassan Febrarury 2006, Teenagers’ perspectives of advertisement effectiveness,
FEB Working series.

Copyright to IJIRSET [Link] 9422