Consumer Attitude and Behaviour Towards Cause Related Advertisements

AProject Report

on

“Consumer Attitude & Behaviour Towards Social Cause Related Advertisements”

in partial fulfilment of the requirement ofMaster of Management Studies (MMS)

conducted by

Rizvi Institute of Management Studies & Research

under the guidance ofDR. KALIM KHAN

Submitted by:NAWAF ABDUL GAFOOR GHANSAR

MMS (MARKETING)Roll No. – 70

2009-11

ACKNOWLEDGEMENT

I wish to express my sincere gratitude to all the people who have helped me and supported

me during the duration of my project. First of all I would like to thank God who made

everything possible. I am eternally grateful to my guide and mentor Dr. Kalim Khan,

Director, Rizvi Institute of Management Studies & Research for providing me the

opportunity to do my project work and also providing me the facilities of the entire institution

for completing my project. His timely advice right from the conceptualization of the project

to its submission has made it possible for me to submit my project report.

I also wish to thank Prof. Mohd. Osaid Koti, Rehan Faquih, Raees Basri, Giselle Martin,

Ruksana Mamoo and all the respondents who filled my questionnaire for this report, for their

invaluable suggestions, time and effort during the course of the project.

It will not be fair if I do not thank my parents who have given me undivided support and

encouragement for completing this project. The support staff at the institute has also been

very willing to help me complete my project and I thank them for their help. Lastly, I would

also like to thank my friends and fellow batch mates who motivated me to keep going and

finish the project.

Nawaf Abdul Gafoor Ghansar

Roll No. 70

MMS Marketing

DECLARATION

I declare that the project titled “Consumer Attitude & Behaviour Towards Social Cause

Related Advertisements” is a record of the research carried out by me in my fourth semester

for the academic year 2009-2011 under the guidance of my mentor Dr. Kalim Khan,

Director, Rizvi Institute of Management Studies & Research.

I also declare that the project is a result of my effort and hard work and the guidance of my

mentor and has not been submitted anywhere else for a degree of any other university. All the

information, analysis and details hold true to the best of my knowledge.

__________________________

Nawaf Abdul Gafoor Ghansar

Roll No. – 70

Batch of 2009 – 11

MMS Marketing

CERTIFICATE

This is to certify that Nawaf Abdul Gafoor Ghansar, a student of Masters of Management

Studies (MMS), Roll No. 71, specializing in Marketing has successfully completed the

project titled

“Consumer Attitude & Behaviour Towards Social Cause Related Advertisements”

under the guidance of Dr. Kalim Khan, Director – Rizvi Institute of Management Studies &

Research in partial fulfilment of the requirement of Masters of Management Studies (MMS)

by Rizvi Institute of Management Studies & Research, for the academic year 2009-11.

__________________________

Dr. Kalim Khan

Project Guide

Director

RIMSR

EXECUTIVE SUMMARY

The research was started with the objective of studying the “Consumer Attitude & Behaviour

towards Social Cause Related advertisements”. Many companies are associating themselves

with social causes and are aligning their communication objectives based on the cause they

associate with. This is having an advantage of improving the brand image of the brand and

also in recall of the brand.

My research in this topic started with understanding the need of the study and the framing of

the objectives for the research. Research was done to analyze the consumer attitude towards

social cause related advertisements with respect to the age group, income group and gender.

This was done through means of a structured questionnaire among a considerable sample.

Limitation to the study was the fact that the sample was interviewed within various areas of

Mumbai city. Thus the results of the study cannot be applied to other parts of the country.

The recent economic downturn has proved that in today’s competitive market it is becoming

increasingly difficult to survive. There exists a huge clutter in the mind of the consumer and

brands are trying to fight for every inch of space. Brands are trying various methods so as to

make the consumer remember the brand.

Differentiation based on product quality and benefits is no longer effective as most of the

offerings are identical thanks to the access to technology. Moreover, consumers are more

educated now and concerned about not only themselves but also the society they live in. As a

result of these developments, Cause branding has emerged as an effective alternative to

differentiate one’s offering from that of the competitor’s.

While doing this it can also be used at the same time for building an emotional chord with the

consumers by aligning business with social commitments. This way the brand gets a more

softer and positive image and gives space in the minds of the consumer. It also helps in

increasing the morale of the employees and increase sales of the company.

Another major reason is to create a strong bond with the customer. Brand loyalty has

decreased over the years and one way to make sure that customer stays with the brand is to

associate with a social cause. The cause may be affecting many people across the country and

associating the brand to overcome the problem will strengthen the ties the customer has with

the brand. Another added advantage would be the possibility of consumers to become

potential customers.

TABLE OF CONTENTS

Chapter 1 - Introduction to Advertising.....................................................................................1

1.0 Introduction......................................................................................................................1

1.1 Definition of Advertising.................................................................................................2

1.2 Features of Advertising....................................................................................................4

1.2.1 Advertising Provides Information.............................................................................4

1.2.2 Paid Form of Communication....................................................................................4

1.2.3 Non-personal Presentation.........................................................................................4

1.2.4 Provide Publicity to Goods, Services & Ideas...........................................................5

1.2.5 Persuasion..................................................................................................................5

1.2.6 Target Oriented..........................................................................................................5

1.2.7 An Art, Science & Profession....................................................................................5

1.2.8 Important Element in Marketing Mix........................................................................6

1.2.9 Creativity - The Essence of Advertising....................................................................6

1.3 Benefits of Advertising.....................................................................................................7

1.4 Origin & Background of Advertising.............................................................................10

Chapter 2 - Mediums of Advertisement...................................................................................14

2.0 Introduction....................................................................................................................14

2.1 Television as a Medium of Advertisements...................................................................15

2.1.1 Advantages in Television Advertising.....................................................................16

2.1.2 Disadvantages in Television Advertising................................................................16

2.2 Radio as a Medium of Advertisements..........................................................................17

2.2.1 Advantages in Radio Advertising............................................................................17

2.1.2 Disadvantages in Radio Advertising........................................................................18

2.3 Print as a Medium of Advertisements............................................................................18

2.3.1 Advantages in Print Advertising..............................................................................19

2.3.2 Disadvantages in Print Advertising.........................................................................19

2.4 Telephone as a Medium of Advertising.........................................................................20

2.4.1 Advantages in Telephone Advertising.....................................................................21

2.4.2 Disadvantages in Telephone Advertising................................................................21

2.5 Digital as a Medium of Advertisements.........................................................................22

2.5.1 Advantages in Digital Advertising..........................................................................23

2.5.2 Disadvantages in Digital Advertising......................................................................23

Chapter 3 – Social Causes in India..........................................................................................24

3.0 Introduction to Social Causes in India............................................................................24

3.1 Corporate Involvement...................................................................................................26

3.2 CSR: The Indian Reality................................................................................................30

Chapter 4 – Introduction to Social Advertisements.................................................................35

4.0 Cause Related Advertisements.......................................................................................35

4.1 Why Cause Marketing....................................................................................................39

4.2 Causes Advertised..........................................................................................................43

4.2.1 P&G’s ‘Shiksha’ Campaign.....................................................................................43

4.2.2 Tata Tea’s ‘Jaago Re’ campaign..............................................................................45

Chapter 5 - Consumer Attitude towards Social Advertisements.............................................48

5.0 Introduction....................................................................................................................48

5.1 Support for Cause-Related Marketing as Pro Social Behaviour....................................50

5.1.1 Psychographic Factors.............................................................................................50

5.1.2 Locus of Control......................................................................................................51

5.1.3 Self-confidence........................................................................................................52

5.1.4 Public Self-consciousness........................................................................................52

5.1.5 Interpersonal Trust...................................................................................................53

5.1.6 Advertising Scepticism............................................................................................53

5.1.7 Personal and Social Responsibility..........................................................................54

5.2.8 Religiosity................................................................................................................54

5.2.9 Social Networks.......................................................................................................55

Chapter 6 – Research Methodology.........................................................................................56

6.1 Need for the study..........................................................................................................56

6.3 Sample Size....................................................................................................................57

6.4 Sampling Procedure........................................................................................................58

6.5 Limitations of the Study.................................................................................................58

Chapter 7 – Data Analysis and Interpretation..........................................................................59

7.1 Data Analysis..................................................................................................................59

7.1.1 Respondent Profile...................................................................................................59

7.1.1.1 Gender..............................................................................................................59

7.1.1.2 Age Group........................................................................................................60

7.1.1.3 Monthly Household Income.............................................................................61

7.2 Data Interpretation..........................................................................................................62

7.2.1 Chi-square................................................................................................................62

7.2.1.1 Chi-square Test to Find Amount of Time Spent Watching TV Daily.............62

7.2.1.2 Chi-square Test to Find the Attitude towards Watching Advertisements........63

7.2.1.3 Chi-square Test to Find the Advertisement Viewing Habit.............................64

7.2.2 t-test.........................................................................................................................65

7.2.2.1 Attitude towards Advertisements.....................................................................65

7.2.2.2 Advertisement Preference for Repeat Viewing................................................71

7.2.2.3 Impact of Social Cause Related Advertisements.............................................77

7.2.2.3 Features of Social Ads that can be Re-called...................................................82

7.2.2.4 Attitude towards Brands that get into Social Cause Related Advertisements. 85

7.2.3 Anova.......................................................................................................................90

7.2.3.1 Factors that make Respondents Watch a Complete Advertisement.................90

7.2.3.2 Factors that make Respondents Remember an Advertisement........................92

7.2.3.3 Likeability towards Various Cause Related Ad Campaigns............................93

7.2.3.4 Impact on purchase of Various Cause Related Ad Campaigns........................94

7.2.4 Factor Analysis........................................................................................................95

7.2.5 Two-way Anova with Replication...........................................................................97

7.2.5.1 Two-way Anova with Replication for Age & Gender with Attitude towards

Cause Related Marketing.............................................................................................97

7.2.5.2 Two-way Anova with Replication for Age & Income with Attitude towards

Cause Related Marketing...........................................................................................101

7.2.5.3 Two-way Anova with Replication for Time Spent Watching TV & Ad

Viewing Habit with Attitude towards Cause Related Marketing...............................113

Chapter 8 - Suggestions and Recommendations....................................................................125

8.1 Summary of the Analysis.............................................................................................125

8.2 Recommendations........................................................................................................129

Chapter 9 – Conclusion..........................................................................................................131

Appendices.............................................................................................................................132

Appendix 1 – Questionnaire...............................................................................................132

Appendix 2 – List of Tables...............................................................................................141

Appendix 3 – List of Figures..............................................................................................146

Bibliography...........................................................................................................................147

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 1

Chapter 1 - Introduction to Advertising

1.0 Introduction

Advertising is the means of informing as well as influencing the general public to buy

products or services through visual or oral messages. A product or service is advertised to

create awareness in the minds of potential buyers. Advertising facilitates large scale

marketing. It is a medium of mass communication. Manufacturers supply information about

new products through advertising. The fact that companies spend crores of rupees on

advertising through TV, radio and newspapers indicates its benefits in sales promotion.

Advertising is within the scope of promotion which is one element in the marketing mix. It is

getting popularity in the present highly competitive and consumer oriented marketing. All

products old and new, consumer and durable, cheap and costly need extensive advertising for

sales promotion and consumer support. New communication techniques are now used for

making advertising attractive and agreeable. The basic purpose of advertising is to give

information, to attract attention, to create awareness and finally to influence the buying

behaviour of consumers. Advertising is certainly needed in marketing but is equally

important and essential in social, cultural and political aspects of our life.

The term 'Advertising' originates from the Latin word 'advertere' which means "to turn the

mind towards". The dictionary meaning of the term advertising is "to give public notice or to

announce publicity". This suggests that advertising acts as a marketing vehicle and is useful

for drawing the attention of people (prospects) towards a specific product/ service/

manufacturer.

Nawaf Ghansar Rizvi Institute of Management Studies & Research


Advertisers include not only business firms but also museums, charitable organizations, and

government agencies that direct messages to target publics. Ads are a cost effective way to

disseminate messages, whether to build brand preference for Coca-Cola or to educate people

to avoid hard drugs.

Organizations handle their advertising in different ways. In small companies, advertising is

handled by someone in the sales or marketing department, who works with an advertising

agency. A large company will often set up its own advertising department, whose manager

reports to the vice president of marketing. The advertising department’s job is to propose a

budget; develop advertising strategy; approve ads and campaigns; and handle direct-mail

advertising, dealer displays, and other forms of advertising. Most companies use an outside

agency to help create advertising campaigns and to select and purchase media.

In developing a program, marketing managers must always start by identifying the target

market and buyer motives. Then they can make the five major decisions in developing an

advertising program, known as the five Ms: Mission: What are the advertising objectives?

Money: How much can be spent? Message: What message should be sent? Media: What

media should be used? Measurement: How should the results be evaluated?

1.1 Definition of Advertising

Advertising is defined differently by different authorities and the institutions dealing with the

subject of advertising. The Institute of Practitioners in Advertising (IPA), the body which

represents advertising agencies, defines advertising as: "The means of providing the most

persuasive possible selling message to the right prospects at the lowest possible cost".



Kotler and Armstrong provide an alternative definition:"Advertising is any paid form of non-

personal presentation and promotion of ideas, goods and services through mass media such as

newspapers, magazines, television or radio by an identified sponsor". The American

Marketing Association defines advertising as "any paid form of non-personal presentation

and promotion of ideas, goods or services by an identified sponsor." The key elements in the

above definition are:

Any form

Advertising can take any of the following forms of presentation. It could be a sign,

symbol, illustration, verbal message, etc. advertising can be in any form that best

conveys the message.

Non-personal

This phrase distinguishes advertising from personal selling; as advertising is an

indirect form of conveying messages.

Goods, services or ideas

Advertising promotes goods, services and ideas. It also promotes persons and parties,

places and events as well as institutions.

For action

This phrase denotes the action-oriented nature of advertising.

Paid for

Advertising is always paid for. It is not free. So it is distinguished from free publicity.

By an identified sponsor

People or groups who do not identify themselves do a lot of publicity and propaganda.

In such cases a kind of manipulative or malicious intent is associated.



1.2 Features of Advertising

1.2.1 Advertising Provides Information

The basic purpose of advertising is to provide information about products/services to

prospective buyers. The details of products such as features, uses, prices, benefits,

manufacturer's name, and instructions to be followed while using the product are given in the

advertisements. The advertising message and brand name are also given. The information

supplied gives education and guidance to consumers and facilitates correct selection of goods

by them.

1.2.2 Paid Form of Communication

The advertiser has to pay to the media for giving publicity to his advertising message. He

pays for the advertisement and naturally he decides the size, slogan, etc. given in the

advertisement. Advertising is a form of paid communication.

1.2.3 Non-personal Presentation

Advertising is non-personal in character as against salesmanship which is personal (face to

face communication) in character. In advertising, the message is given to all and not to one

specific individual. This rule is applicable to all advertising media including press. However

even in advertising target consumers or target market can be selected for making an

advertising appeal.



1.2.4 Provide Publicity to Goods, Services & Ideas

Advertising is for giving information to consumers. This information is always related to the

features and benefits of goods and services of different types. Advertising gives new ideas to

consumers as its contents are meaningful. The aim is to make the ideas popular and thereby

to promote sales. For example, advertising on family planning, family welfare, and life

insurance is useful for placing new ideas before the people.

1.2.5 Persuasion

Advertising aims at persuasion of potential customers. Advertising attracts attention towards

a product, creates desire to have the same and finally induces consumers to visit the market

and purchase the same. Advertising has psychological impact on consumers. It influences the

buying decisions of consumers.

1.2.6 Target Oriented

It is possible to make intensive advertising by selecting a specific market or specific segment

of consumers (e.g. children, housewives, etc.) for the purpose of advertising. This selection of

a specific market is called target market. Advertising becomes effective and result oriented

when it is target oriented.

1.2.7 An Art, Science & Profession

It is now universally accepted that advertising is an art, science and a profession. It is an art

as it needs creativity for raising its effectiveness. Advertising is a science as it has its

principles and rules. Advertising is now treated as a profession with its professional bodies



and code of conduct for members. Advertising agencies and space brokers function as

professionals in the field of advertising.

1.2.8 Important Element in Marketing Mix

Advertising is an important element in marketing mix. It supports the sales promotion efforts

of the manufacturer and makes positive contribution in sales promotion provided other

elements in the marketing mix are reasonably favourable. This is natural as advertising alone

is not adequate for promoting sales. Many companies now spend huge funds on advertising

and public relations.

1.2.9 Creativity - The Essence of Advertising

Advertising is a method of presenting a product in an artistic, attractive and agreeable

manner. This is possible through the element of creativity which is the essence of advertising.

Creativity can be introduced by creative people (professionals) in the field of advertising.

They introduce new techniques for introducing creativity. Without creativity, advertising will

be like a body without a soul.



1.3 Benefits of Advertising

The benefits derived from advertising are manifold. It is one of the most important

components of the marketing process. This is beneficial to manufactures, traders, consumers

and society as a whole. Advertising offers the following main benefits -

1. Introduces a New Product in the Market:-

Advertising plays significant role in the introduction of a new product in the market. It

stimulates the people to purchase the product.

2. Expansion of the Market:-

It enables the manufacturer to expand his market. It helps in exploring new markets for the

product and retaining the existing markets. It plays a sheet anchor role in widening the

marketing for the manufacture's products even by converting the customers living at the far

flung and remote areas.

3. Increased Sales:-

Advertisement facilitates mass production to goods and increases the volume of sales. In

other words, sales can be increased with additional expenditure on advertising with every

increase in sale, selling expenses will decreases.

4. Fights Competition:-

Advertising is greatly helpful in meeting the forces of competition prevalent in the market.

Continuous advertising is very essential in order to save the product from the clutches of the

competition.



5. Enhances Goodwill:-

Advertising is instrumental in increasing goodwill of the concern. It introduces the

manufacture and his product to the people. Repeated advertising and better quality of

products brings more reputation for the manufacturer and enhances goodwill for the concern.

6. Educates the Consumers:-

Advertising is educational and dynamic in nature. It familiarizes the customers with the new

products and their diverse uses and also educates them about the new uses of existing

products.

7. Elimination of Middlemen:-

It aims at establishing a direct link between the manufacturer and the consumer, thereby

eliminating the marketing intermediaries. This increases the profits of the manufacturer and

the consumer gets the products at lower prices.

8. Better Quality Products:-

Different goods are advertised under different brand names. A branded product assures a

standard quality to the consumers. The manufacturer provides quality goods to the consumers

and tries to win their confidence in his products.

9. Support the Salesmanship:-

Advertising greatly facilitates the work of a salesman. The customers are already familiar

with the product which the salesman sells. The selling efforts of a salesman are greatly

supplemented by advertising.



10. More Employment Opportunities:-

Advertising provides and create more employment opportunities for many talented people

like painters, photographers, singers, cartoonists, musicians, models and people working in

different advertising agencies.

11. Higher Standard of Living:-

The experience of the advanced nations shows that advertising is greatly responsible for

raising the living standards the consuming power of men and creates want for better standard

of living. By bringing to the knowledge of the consumers different variety and better quality

products, it has helped a lot in increasing the standard of living in India.


Consumer Attitude & Behaviour Towards Social Cause Related Advertisements10

1.4 Origin & Background of Advertising

Since ancient times, Egyptians made sales messages and wall posters using papyrus (these

displays and messages can well be seen in the ruins of Pompeii and ancient Arabia). Wall or

rock painting was another common commercial advertising form, which is still present in

parts of Asia, Africa and South America. Gradually, as towns and cities began to expand,

traders started using images to associate their trade, such as a boot, a suit, a hat, a clock, a

diamond, a horseshoe, a candle or even a bag of flour.

With time, education became an apparent need and advertising developed to printing

handbills. By the 17th century, advertisements started appearing in weekly newspapers in

England that were mainly used for promoting books. Consequently, printing press advanced

and newspapers became increasingly affordable. However, false advertising and quack

advertisements created problems in the regulation of advertising content.

Advertising grew with the expansion of economy in the 19 th century. Mail-order advertising

grew with the success of advertising in the United States. In 1836, French newspaper “La

Presse” became the first newspaper to include paid advertising in its edition. It also reduced

its prices to extend readability and increase profitability. Around 1840, advertising agencies

were established and services extended. Initially, they were brokers for advertisement space

in newspapers. In 1869, the first full-service agency named N.W. Ayer & Son was opened,

assuming responsibility for advertising content in Philadelphia. In early 1920s, radio

equipment manufacturers and retailers established radio stations to sell more radios to

consumers. Soon, the practice of sponsoring radio programs popularized and they started

allocating sponsorship rights to multiple businesses instead of single businesses.



The same practice was later carried on to the television in late 1940s and early 1950s.

Advertising transformed into a modern approach in 1960s, with creatively produced

advertisements tempting consumer’s eyes. This could well be seen in the Volkswagen ad

campaign that featured headlines like “Think Small” and “Lemon”.

The era of modern advertising saw promotion of “position” and “unique selling proposition”

that was designed to associate every brand with a specific idea in the reader or viewer’s mind.

Cable television was introduced in late 1980’s and early 1990s, giving further boost to

advertising. Steadily, specialty channels emerged that were devoted entirely towards

advertising such as QVC, Home Shopping Network and ShopTV Canada. With the boom of

Internet in the 1990s, new frontiers opened for advertisers. A number of corporations came

up, operating solely on advertising revenue.

The entry of 21st century saw various sites, including the much-used search engine Google,

indulging in online advertising, with the intention of helping the users. The recent advertising

innovation is “guerrilla advertising” that makes use of unusual approaches, such as staged

encounters in public places, giveaway of products such as cars covered with brand messages,

and interactive advertising where viewers can respond to become part of the advertising

messages. Advertising has come a long way from its inception and there is much progress to

be covered in the time to come.

The history of advertising in India parallels the history of the Indian Press. The first

newspaper of the Indian subcontinent was the ‘Bengal Gazette’ or the ‘Calcutta General

Advertiser’, started by James Augustus Hicky on January 29, 1780. It carried a few

advertisements.



During the early years the newspapers announced births, deaths, appointments, arrival and

departure of ships and sale of furniture. By the beginning of the 19th century the pattern of

advertising revealed a definite change. Even the daily newspapers announced themselves

through advertisements in existing periodicals. The power of advertising increased rapidly

with the growth in trade and commerce.

By 1830, around three dozen newspapers and periodicals were being published on a regular

basis from India. With the rise of new industries, advertising, even from British companies,

increased. The growth of advertising in India is also linked to the ‘Swadeshi’ movement

(1920-1922), which gave impetus to Indian industries. Mahatma Gandhi described Swadeshi

as “a call to the consumer to be aware of the violence he is causing by supporting those

industries that result in poverty, harm to workers and to humans and other creatures.”

Swadeshi Movement was an attempt to take economic power from the British by the use of

domestic made products. Spinning the Charkha and wearing Khadi became a very powerful

tool to fight the British government.

The first Indian ad agency, the Indian Advertising Agency, was launched in the very early

years of the 20th century. On the other hand, B Dattaram & Co, located in Girgaum in

Mumbai and launched in 1905, also claims to be the oldest existing Indian agency! This was

followed by the launch of the Calcutta Advertising Agency in 1909. By the 1920’s a number

of Indian agencies were working from the major Indian cities, the most important being the

Modern Publicity Company in Madras, Central Publicity Service in Bombay and Calcutta

and the Oriental Advertising Agency in Tiruchirapalli. In 1931, the first full-fledged Indian

ad agency, the National Advertising Service, was established. During the post independence

era, the advertising business was well on its way to growth and expansion.



The Indian Society of Advertisers was formed in 1951 and in May 1958, the Society of

Advertising Practitioners was established and advertising clubs came up in Bombay and

Calcutta to promote higher standards of work. Market research and readership surveys led to

further professionalization of the advertising industry. Television Rating Points, popularly

known as TRP measurements, provided ad agencies with statistical data on consumer/ viewer

likes and dislikes and helped them create effective media plans and ad campaigns.

The introduction of multi-colour printing, improved printing machines and the development

of commercial art gave the ad business a further boost. The advertising agencies expanded

their services and this was due to the phenomenal growth in media. Besides selling space in

newspapers and magazines, they began to offer art works, organization of fairs and

exhibitions and market research.

1780

Modern advertising history began with classified advertising. Ads appeared for the first time in print in Hickey’s weekly newspaper, the Bengal Gazette.Newspaper studios trained the first generation of visualizers and illustrators to produce advertisements for the print media.

1905B Dattaram & Co, one of the early companies making advertisements for newspapers was launched in Mumbai.

1920 – 1922 Years of the Swadeshi movement

1920 – 1929 The first foreign owned ad agencies were set up.

1931 The first ad agency, the National Advertising Service was established.

1951 The Indian Society of Advertisers was formed.

Table 1.1 – Important Years in Advertising History



Chapter 2 - Mediums of Advertisement

2.0 Introduction

With the changing media used by advertisers, advertisement itself changed quite a bit. So far

the ads tried to present a product and make the consumer believe in the big advantages of it.

Today, advertisers try to create certain image around their product, which draw a greater

attention to the customers and makes them stick this specific product. This so-called

“creative revolution” had its origin in the 1950’s and 1960’s when prominent advertising

agencies stated that good advertising has to begin with the respect for the public’s

intelligence and therefore have to be understated, sophisticated and witty.

This statement is even more important for today’s commercials on TV, since the technology

has made it possible for the viewer to use the remote control to change the channel while the

commercials are on. If it is not interesting to the viewer he will simply flip to another channel

avoiding the commercial. New digital devices make it even possible to edit out commercials

in order to watch a “commercial free” movie or show.

Overall Industry size (INR Bn)* 2007 2008 2009 2010 2011 E

Television 211 241 257 297 341

Radio 7 8 8 10 12

Print 160 172 175 193 211

Out of Home 14 16 14 17 19

Digital Advertising 4 6 8 10 13

Table 2.1 – Overall Industry Size



2007 2008 2009 2010 2011E36%

38%

40%

42%

Fig 2.1 – Contribution of Advertising Revenue to Overall Industry Size

2.1 Television as a Medium of Advertisements

India is the world’s third largest TV market with almost 138 million TV households. As per

the KPMG report on Media and Entertainment industry 2011, Television has attracted about

42 % of the money spent on advertising in the country today. It is available in broadcast or

cable form and generates a big platform for advertising. To run commercials on TV,

advertisers have to buy units of time which range from 15 over 30 and up to 60 seconds in

length. These spots are the most expensive ads and can cost up to millions of dollars

depending on what time they are aired. If we just think about the ads shown at the major

sports events in the country, like the IPL finals or the ICC cricket world cup, only very

economically powerful companies can afford this.

The combination of sight, sound and motion creates a more dramatic form of advertising

which is considered to build a product’s brand image or to create an excitement around a

special event such as a one-time sale. These ads are not intense enough to provide the viewer

with a lot of information and are therefore only useful for products which are already familiar

to the costumers.



2.1.1 Advantages in Television Advertising

Television reaches very large audiences-audiences that are usually larger than the audience

your city's newspaper reaches. The area that a television station's broadcast signal covers is

called A.D.I, which stands for "Area of Dominant Influence”. Some advantages of television

advertising include the following:

Advertising on television can give a product or service instant validity and

prominence.

You can easily reach the audiences you have targeted by advertising on TV. Children

can be reached during cartoon programming, farmers during the morning agricultural

reports and housewives during the afternoon soap operas.

TV offers the greatest possibility for creative advertising. With a camera, you can take

your audience anywhere and show them almost anything.

Since there are fewer television stations than radio stations in a given area, each TV

audience is divided into much larger segments, which enables you to reach a larger,

yet, more diverse audience.

2.1.2 Disadvantages in Television Advertising

Because TV has such a larger A.D.I, the stations can charge more for commercials

based on the larger number of viewers reached.

TV advertisements for a product are shown at the bought timings, so the chance of a

viewer to miss the advertisement is much higher.

A poorly produced commercial could severely limit the effectiveness of the message,

and may even create a bad image in your customer's mind.



2.2 Radio as a Medium of Advertisements

Radio usually reaches a smaller group of people, mostly from one specific area. This gives

local businesses the chance to broadcast their very specialized ads. Most people listen to

these ads when they are driving in their car, so they will be informed of any kind of sales in

stores in their region. They will hear them before they go shopping and might be tempted to

buy these products. These ads have to be very simple and easy to be understood, since people

are usually doing something, like driving, when listening to them. Radio’s share of media ad

spends is expected to increase from 4% currently to approx. 5% by 2015.

2.2.1 Advantages in Radio Advertising

Radio is a relatively inexpensive way of reaching people. It has often been called the "theater

of the mind" because voices or sounds can be used to create moods or images that if crested

by visual effects would be impossible to afford. You can also negotiate rates for your

commercials, or even barter. Stations are often looking for prizes they can give away to

listeners, so it's possible to get full commercial credit for the product or service you offer.

Advantages to radio advertising include:

The ability to easily change and update scripts are paramount to radio broadcasting,

since news stories can and often do happen live.

Radio is a personal advertising medium. Station personalities have a good rapport

with their listeners. If a radio personality announces your commercial, it's almost an

implied endorsement.

Radio is also a way to support your printed advertising. You can say in your

commercial, "See our ad in the Sunday Times," which makes your message twice as

effective.



2.1.2 Disadvantages in Radio Advertising

Radio advertising is not without its disadvantages too, such as:

You can't review a radio commercial. Once it plays, it’s gone. If you didn't catch the

entire message, you can't go back and hear it again.

Since there are a lot of radio stations, the total listening audience for any one station is

just a piece of a much larger whole. That's why it's important to know what stations

your customers and prospects probably listen to. Therefore, most of the time, you'll

have to buy time on several radio stations to reach the market you are after.

People don't listen to the radio all the time; they listen to it only during certain times of day.

So, it's important to know when your customers or prospects are listening. For example, if

you want to reach a large portion of your audience by advertising during the morning traffic

report, you'll have to specify that time period to the radio station when you buy the time.

2.3 Print as a Medium of Advertisements

Newspapers are an important media as well. Their advantage is to reach readers of different

age groups, ethnic backgrounds and income levels. They display photographs and

illustrations, giving explicit and detailed information about a product, new inventions and

product improvements. Their disadvantage is that they can’t create such an emotionally

strong image as the TV ads, but the opportunity to present coupons for special products

shows a great popularity amongst customers, and is often used. Magazines are very

specialized and target the reader of such magazines who usually have very similar interests. If

you think about highly specialized women magazines, displaying makeup and other cosmetic

products is an excellent way to reach teenage girls to older women.



2.3.1 Advantages in Print Advertising

Almost every home receives a newspaper, either by newsstand or home delivery.

Reading the newspaper is a habit for most families. And, there is something for

everybody: sports, comics, crosswords, news, classifieds, etc. You can reach certain

types of people by placing your ad in different sections of the paper. People expect

advertising in the newspaper. In fact, many people buy the paper just to read the ads

from the supermarket, movies or department stores.

Unlike advertising on TV and radio, advertising in the newspaper can be examined at

your leisure. A newspaper ad can contain details, such as prices and telephone

numbers or coupons.

From the advertiser's point-of-view, newspaper advertising can be convenient because

production changes can be made quickly, if necessary, and you can often insert a new

advertisement on short notice.

Another advantage is the large variety of ad sizes newspaper advertising offers. Even

though you may not have a lot of money in your budget, you can still place a series of

small ads, without making a sacrifice.

2.3.2 Disadvantages in Print Advertising

Newspapers usually are read once and stay in the house for just a day.

The print quality of newspapers isn't always the best, especially for photographs. So

use simple artwork and line drawings for best results.

The page size of a newspaper is fairly large and small ads can look minuscule.

Your ad has to compete with other ads for the reader's attention.

You're not assured that every person who gets the newspaper will read your ad.



2.4 Telephone as a Medium of Advertising

Telemarketing (sometimes known as inside sales) is a method of direct marketing in which a

salesperson solicits prospective customers to buy products or services, either over the phone

or through a subsequent face to face or Web conferencing appointment scheduled during the

call. Telemarketing may be done from a company office, from a call centre, or from home. It

may involve either a live operator or a recorded message, in which case it is known as

"automated telemarketing" using voice broadcasting. "Robocalling" is a form of voice

broadcasting which is most frequently associated with political messages.

An effective telemarketing process often involves two or more calls. The first call (or series

of calls) determines the customer’s needs. The final call (or series of calls) motivates the

customer to make a purchase. Prospective customers are identified by various means,

including past purchase history, previous requests for information, credit limit, competition

entry forms, and application forms.

Names may also be purchased from another company's consumer database or obtained from

a telephone directory or another public list. The qualification process is intended to determine

which customers are most likely to purchase the product or service.



2.4.1 Advantages in Telephone Advertising

Provides a venue where you can easily interact with the prospect, answering any

questions or concerns they may have about your product or service.

It's easy to prospect and find the right person to talk to.

Results are highly measurable.

You can get a lot of information across if your script is properly structured.

If outsourcing, set-up cost is minimal

Increased efficiency since you can reach many more prospects by phone than you can

with in-person sales calls.

2.4.2 Disadvantages in Telephone Advertising

An increasing number of people have become averse to telemarketing.

More people are using technology to screen out unwanted callers, particularly

telemarketers

Government is implementing tougher measures to curb unscrupulous telemarketers

Lots of businesses use telemarketing.

If hiring an outside firm to do telemarketing, there is lesser control in the process

given that the people doing the calls are not your employees

May need to hire a professional to prepare a well-crafted and effective script

It can be extremely expensive, particularly if the telemarketing is outsourced to an

outside firm

It is most appropriate for high-ticket retail items or professional services.



2.5 Digital as a Medium of Advertisements

Advertising on the Internet is becoming more and more popular among companies, since the

majority of young consumers have online access at home. They range from banners, buttons,

pop-ups to sponsorships of homepages, which we have been discussed in our course. This

form of advertising gives the opportunity to check out the given information right away and

most of the time allows the customer to order the product online without even leaving his or

her home.

The global online advertising industry is forecasted to grow to 17 percent of total media

advertising, from USD 62 billion in 2010 to USD 97 billion in 2014. The Indian online

advertising market was estimated to be in INR 10 billion in 2010. Of the total online

advertising market, paid searches constitute approximately 50 percent.

2007 2008 2009 2010 2011E 2012E 2013E 2014E0

5

10

15

20

25

30

INR

billi

on

Fig 2.2 – Growth in Online Advertising



2.5.1 Advantages in Digital Advertising

The cost of digital advertising is very low.

If the target market is the younger generation, than online advertising is one of the

best mediums.

The ability to update the ads in a hassle free n cheaper manner is a boon that attracts

many advertisers.

For internet advertising, all that is needed is a computer and someone with

programming knowledge.

2.5.2 Disadvantages in Digital Advertising

The scope of internet advertising is very limited. In a country like ours where there

are not many people who use the internet, digital marketing is not made much use of.

The product category that can be advertised online is very limited.



Chapter 3 – Social Causes in India

3.0 Introduction to Social Causes in India

Since the time of ‘Ashoka’ the great our country like any other country at that time had faced

social problems. When the British finally left our country in 1947, the condition of the nation

was very poor and there were various social problems that the people of the country faced.

Some of the more evident social problems had been corruption, illiteracy, ignorance towards

healthcare to name a few. Even after 63 years of independence most of these social problems

still remain.

Fig 3.1 – Corruption Index of Countries around the World

Some of the latest scandals have revealed the level of corruption within the government

offices. With advent in technology, corruption at various government levels is being brought

to light to the general public. But even then the required action is not being taken.



To this day, the Lokpal Bill which will help keep corruption in the various government

offices in check is not being able to be passed. The above figure shows that India’s corruption

index is around 3.3 which is a very high level. India has a long way to go before it can reach

the likes of countries like Sweden.

There are still many villages across the country, which do not have adequate supply of basic

amenities like drinking water and power. In these villages, power comes only for a few hours

of the day. Even supply of drinking water is irregular. In many situations, the funds provided

by the central government to set up the infrastructure are eaten up by local government

officials. The level of health care across the country has improved in the last few decades

thanks to the various NGO’s, but there is still room for improvement.

Fig 3.2 – Population Illiteracy Rate around the World

Due to the efforts of the government and various individuals, the country has made a huge

development in terms of literacy rate of the people. Over the past decade, the literacy rate

rose by 9.2%, making India’s literacy rate 74.04%.



Thanks to the efforts of various multinational companies like P&G which started with the

‘Shiksha’ campaign and Times of India which started with the Teach India campaign, India

has seen a huge rise in its literacy rate.

According to ‘TrustLaw’ a Thomson Reuters Foundation Service, India is the fourth most

dangerous country for women. Around 100 million, of which most are women and girls, are

involved in trafficking in India. Over 50 million girls are missing in the past century due to

female infanticide and foeticide.

3.1 Corporate Involvement

India has become one of the fastest growing economies in the world. It is growing at the rate

of 9 percent p.a. As an emerging market in India everything is looking for an international

perspective. At the stage when India is set to acquire a global position, it is essential to gauge

whether economic development is due to successful commercial operations. Organizations

must realize that the government alone cannot achieve success in their effort to elevate the

downtrodden of society. The current concept of social marketing company is developing

steadily and has led to a new concept-Corporate Social Responsibility.

Many major corporations throughout the world had realized the importance of being

associated with important social causes as a means to promote their brands. Cause-related

marketing and corporate social responsibility of companies has provided a new tool to

compete in the market. The CSR refers to the obligation of the corporation to all

stakeholders. Comes the desire to do good and to achieve self-satisfaction and return business

social obligation.



This could be a strategic marketing activity the way for a company to do well by doing good,

other than sales promotion, corporate philanthropy, corporate sponsorship, the corporate

Samaritan acts and public relations. Now, it is assumed to be the responsibility of business

houses too.

Nothing builds brand loyalty among customers. It is becoming increasingly hard to please

consumers. Other things being equal many consumers would do business with a company

that represents something beyond profits. In a nutshell, CSR and cause related marketing

results in sales, visibility, and increasing consumer loyalty and enhanced company image

along with positive media monitoring.

Rural India has a population of 700 million people spread across 638,000 villages. Thus more

than 60 percent of the total population of India is rural by nature. A report by the National

Council of Applied Economic Research (NCAER) shows that rural customers include more

than 50% of consumers and is a prime market for consumer goods and essential services.

Culture is the backbone of our country and if the pillar is strong, then she can lift our country

to a higher level. The organizations are helping to sustain as well as restore the rich culture of

the country with their programs. Today, the literacy rate in India puts on around 74%, up

from 64% in 2001. (Survey of NSSO) given the rate of increase, it would take some 20 to 25

years to clear this problem. Therefore, the agenda of corporate CSR considers rural

development as one important dimension. On the one hand, a non-profit organization is an

organization that exists to help provide some advantage or group or class of personal effort.



As the name suggests, the organization will have all the advantageous features of an

organization that is a mission statement, vision, offices, infrastructure and so on, but shall not

include the objective to make a profit out of its operations. However to run any organization,

funds are needed, and it has to come in to the non-profit that is in terms of financial

concessions, subsidies, donations or services etc. in terms of staff support or infrastructure

assistance. The sources for these funds could be individuals, government or other institutions

and finally charities. These business houses with their initiatives of CSR (corporate social

responsibility) contribute to the mission of social progress and growth in India.

The most important reason to undertake CSR initiatives for several of the respondent

companies is to be a good corporate citizen. Good corporate citizenship and CSR initiatives

are inextricably linked with improved brand reputation, which is one of the most important

drivers of CSR identified by the respondent companies. The second most important driver of

CSR, in the opinion of corporate India, is that CSR provides an opportunity to improve

relationship with local communities, which is at a variance from the articulated perception of

CSR where a focus on compliance requirements is evidenced. A striking feature of the

perception of drivers of CSR, contrary to the perception of CSR articulated earlier and the

fact that it has a high influence on the respondents CSR strategy, is that companies attach

much less importance to regulatory compliance, improved employee relations and enhanced

shareholder value as the drivers for CSR. This dichotomy is indicative of the emerging

perception of CSR where companies shall endeavour in the future to perhaps transition from

a Ethical-Statist Model (charity and employee focus) to a Liberal – Stakeholder model for

CSR.



It is also pertinent to mention that several companies attach very high importance to the

philosophy of the founding fathers as a principal driver of CSR. Since the philosophy of

founding father drives CSR, several large and old Indian businesses adopt the ethical

philanthropic approach to CSR. However there are instances where companies with a

commendable CSR history have transitioned from philanthropic to triple bottom line model

while retaining a part focus on philanthropy.

To corporate citizen a good

Improved relation with local community

Stated philosophy of founding fathers

Opportunity to enhance reputation

Survival of business in long term

To bulid a global corporate brand

Improvement in employee relation

Enhanced shareholder value

Improved standing with government and regulation

Compliance with legislation

Improved management of risk

Cost saving

Alignment with industry trends

Pressure from overseas partners

Exploitation of potential competitive advantage

Presssure from ethical business partners

To access new markets in other communities

0 10 20 30 40 50 60 70 80 90

1st Rank 2nd Rank 3rd Rank 4th Rank 5th Rank

Fig 3.3 – Drivers of CSR



3.2 CSR: The Indian Reality

The Tata’s have been practising CSR for years, long before it became an industry buzzword.

Historically, that commitment has been displayed (though not always matched) by some

other larger family-run business houses too like the Jindals, the Mahindras and the Godrej,

for instance particularly in the years around Independence, when the government's social-

sector spending was minimal.

While the pattern of corporate giving at family-run business houses is mostly determined by

the founder and his scions, the emerging IT sector has adopted a more strategic approach to

CSR. Giants Infosys and Wipro, both major drivers in reawakening corporate conscience,

have made substantial investments in education through foundations set up specifically for

that purpose.

Smaller IT companies, headed by idealistic young Turks, are also displaying a strong desire

to give back to society. In a flat world, India's young entrepreneurs cannot ignore the sharp

rise in global expectations over the role of corporations in society. They are being compelled

to rethink traditional roles—from being profit-maximising machines with allegiance only to

shareholders, to full partners in their communities with sensitivity to all the 'stakeholders'

concerned. "We get a lot of queries from companies who are looking at setting up CSR

processes," says Sanjay Bapat, founder-director, indianngos.com. "Everyone is thinking

about it’. But how many Indian businesses are going beyond 'thinking' to 'doing'? If you take

Ingrid Srinath's word for it, not that many. Ingrid, chief executive of Child Relief & You

(CRY), doesn't mince words. "The term I use for corporate giving is tokenism." Corporate

giving compares poorly, she says, with individual giving.



A 2001 study by Sampradaan Indian Centre for Philanthropy estimated that urban individual

household giving in the year 2000 amounted to Rs. 16.6 billion, but it had no reliable figures

when it turned its sights on corporate giving.

"Nobody has collected data on this," says Pushpa Sundar, former director of Sampradaan and

author of Beyond Business—From Merchant Charity to Corporate Citizenship. "I tried to do

a study and found that there was no funding for it." The problem with getting reliable figures

isn't just a dearth of studies on the subject; it is that Indian business is yet unclear on what

constitutes CSR.

Companies like ITC have made farmer development a vital part of its business strategy, and

made major efforts to improve the livelihood standards of rural communities. Unilever is

using micro enterprises to strategically augment the penetration of consumer products in rural

markets. IT companies like TCS and Wipro have developed software to help teachers and

children in schools across India to further the cause of education. The adult literacy software

has been a significant factor in reducing illiteracy in remote communities. Banks and

insurance companies are targeting migrant labourers and street vendors to help them through

micro-credits and related schemes.

In June 2008, a survey was carried out by TNS India (a research organization) and the Times

Foundation with the aim of providing an understanding of the role of corporations in CSR.

The findings revealed that over 90% of all major Indian organizations surveyed were

involved in CSR initiatives. In fact, the private sector was more involved in CSR activities

than the public and government sectors.



The leading areas that corporations were involved in were livelihood promotion, education,

health, environment, and women's empowerment. Most of CSR ventures were done as

internal projects while a small proportion were as direct financial support to voluntary

organizations or communities. In a survey carried out by the Asian Governance Association,

which ranks the top 10 Asian countries on corporate governance parameters, India has

consistently ranked among the top three along with Singapore and Hong Kong, for the last

eight years.

In another study undertaken by automotive research company, TNS Automotive, India has

been ranked second in global corporate social responsibility. State-owned Bharat Petroleum

and Maruti Udyog were ranked as the best companies in India. Bharat Petroleum and Maruti

Udyog came on top with 134 points each, followed by Tata Motors (133) and Hero Honda

(131). The study was based on a public goodwill index and India received 119 points in the

index against a global average of 100. Thailand was at the top slot with 124 points.

Several foundations run by corporate houses plan to devise a common strategy to ensure

transparency in their social and community development operations, such as tracking

spending in and progress of such projects in their annual reports. The effort is significant

because it brings together a wide range of Indian companies to share ideas on innovating

sustainable programmes. Among them are Multi Commodity Exchange of India Ltd, Anil

Dhirubhai Ambani Group and media company Bennett, Coleman and Co. Ltd. Audit firm

KPMG will partner with them to offer guidance on evaluating corporate social responsibility

or CSR programmes—a trend companies are slowly embracing as India's expanding

economy contrasts sharply with growing local protests over land for future industrial projects.



The network alliance stems from the first sustainability summit that was organized in January

by the Associated Chambers of Commerce and Industry of India. CSR could prove to be a

valuable asset in an age of mergers and acquisitions, especially as it helps companies spread

their brand name, The new network will also serve as a common ground to lobby with the

government for tax exemptions and safeguard other interests in the future. Indian companies

have made little progress in reporting development projects. And only 48 companies have so

far given their commitment to support the United Nations Global Compact, a charter for

improving the global business environment through standards, such as labour rights and

fighting corruption.

Addressing business leaders in May last year, Prime Minister Manmohan Singh said

"Corporate social responsibility must not be defined by tax planning strategies alone. Rather,

it should be defined within the framework of a corporate philosophy, which factors the needs

of the community and the regions in which a corporate entity functions’. Some say

companies have an inherent "mental block" in reporting development programmes.

A recent KPMG study among 27 Indian companies showed that a mere 8% mentioned their

social expenditures in their annual reports, and only 25% filed CSR reports at all. But a

quarter of them are also signatories of the Global Reporting Initiative, a 10-year-old

movement started by an NGO called Coalition for Environmentally Responsible Economies

(CERES) and the United Nations Environment Programme. This encourages companies to

make voluntary disclosures and lays down framework on improving reporting principles.



"Most companies tend to give to charities than make long-term development commitments.

When a company voluntarily opens up for self-evaluation, it creates value for shareholders

when competing with other companies," said Parul Soni, associate director of KPMG's Aid

and Development Services. An estimated 100 corporate foundations and 25 foreign firms are

involved in CSR activities in India, but statistics on input and output are elusive. According

to Times' Pandey, the Indian corporate sector spent Rs. 30,000 crore on social expenditure

during the last financial year, up from Rs. 17,500 crore the previous year. Quoting from a

government report, he said, companies drew a total exemptions of Rs. 5,500 crore under

income-tax laws last year. These figures, an analyst said, sound improbable as Indian

companies still do not distinguish between philanthropy and internal practices to benefit

stakeholders such as employees and community.

Companies, too, continue to rely on different models to earmark its social expenditure,

making it difficult to measure the overall impact. For instance, the Steel Authority of India

Ltd (SAIL), the country's largest steel company, spent Rs. 100 crore on CSR last year; this

was 2% of its profit after tax, exclusive of dividend tax, according to SAIL spokesperson

N.K. Singhal. Yet others, such as Tata Steel Ltd, which runs a 850-bed hospital and rural

projects in 800 villages around Jamshedpur, spends an average of Rs. 150 crore as part of its

annual revenue expenditure. What eventually makes up for CSR of a company ultimately

depends on leadership; as part of company decision, about 66% of Tata Sons, the holding

group of the Tata group, is today owned by a trust. Pharmaceuticals company Jubilant

Organosys Ltd, already runs an anti-tuberculosis programme with the government of Uttar

Pradesh. The government, too, is exploring to widen the scope of public-private partnerships

to build and maintain schools and hospitals in return for a fixed annuity payment.



Chapter 4 – Introduction to Social Advertisements

4.0 Cause Related Advertisements

For many years, community development goals were philanthropic activities that were seen

as separate from business objectives, not fundamental to them. ‘Doing well’ and ‘Doing

good’ were seen as separate pursuits. That is changing. Today, the emergence of cause

marketing programs, have heralded a dramatic shift in non profit – for – profit relationships.

It has established the concept that community development and support could be positioned

at the intersection of business objectives (sales/profits) and societal needs. Supporting a

specific cause and being public about this support gives companies identifiable personalities,

demonstrates what they stand for, and helps them connect with customers, suppliers,

investors, employees, and the community. Cause marketing programs allow the consumers to

overtly and publicly express their belief in and support for, the causes that are most important

to them.

Cause marketing has been with us since our local shops and restaurants set up collection

boxes for donations to local causes (more often, orphanages) near their cash counters. It was

American Express that first coined the term “Cause-related marketing” in 1983. That year

they launched a three-month marketing program around the Statue of Liberty Restoration

Project. The objective: to increase card use and new card applications and at the same time

raise money, awareness and support for the non profit Restoration Fund. American Express

donated one cent for every card transaction and one dollar for every new card application. It

backed the program with a $4 million advertising campaign aimed at reaching existing

customers and drawing new ones.



The results were impressive. In just three months, the Restoration Fund raised over $1.7

million. American Express Card usage rose 27% and new card applications rose by 45%

compared to the previous year. A fitting outcome to a well planned strategic effort. A clear

demonstration that cause marketing could achieve strategic goals by linking a for-profit

organization to a cause and enabling its consumers to financially support the cause by doing

business with the for-profit organization. From that initial entry into the consumer mind

space, and into marketing strategic space, cause marketing programs have evolved into a

firmly established practice to be adopted by marketers.

The compulsions to use cause marketing have been brought into sharp focus by the studies

done by Cone Inc., a marketing communications agency that has been tracking American

attitudes towards corporate support of social issues for more than a decade. According to the

2004 Cone Corporate Citizenship Study, 8 in 10 Americans say that corporate support of

causes wins their trust in that company, a 21% increase since 1997. A more significant

finding of the report is the response to the statement, “I am likely to switch from one brand to

another that is about the same in price and quality, if the other brand is associated with a

cause”. A staggering 86% confirmed that they would do so, a rise from 81% in October 2001.

‘Cause’, has therefore become an important differentiator, a means to promote products and

enhance bottom lines for marketers today. According to the IEG Sponsorship Report,

Chicago, US spending on Cause Marketing will hit $1.34 billion in 2006. Back in 1990 cause

marketing spending was only $120 million. Cause marketing allows a company to put its

brand, marketing might and people behind a non profit cause that can provide mutual benefits

to the company and the non profit entity.



The cause marketing campaigns can vary in their scope and design, the types of non profit

partners and the nature of the relationships among the companies and their non profit

partners. In the most common type of relationship, for each purchase made by its customers

during a specified period of time, a portion of it is donated to the non profit entity. It is a win-

win situation all around. Companies increase their sales, nonprofits get more funds and the

consumer benefits because he feels a part of his purchase is going for a good cause.

There could be two forms of associations in terms of the time dimension:

a) Temporary: The company ties up with the NGO for a short span of time. For example

Epson donated a certain sum to CRY for every dot matrix printer sold during the month of

August 2004 alone.

b) Ongoing: Here the tie-ups are for longer periods of time, although they may not be

permanent. For example, ITC markets the SOS Children's Villages of India range of greeting

cards. The SOS brand is now the third largest brand in the social cause segment in greeting

cards.

It has to be clarified that cause related marketing is not corporate philanthropy or

sponsorship. It is a third new way, an intersection of the two. In a CRM program donations

to the non-profit entity are based on exchanges that provide revenue to the donor, that is,

sales. Hence a specific objective of all cause related marketing programs is sales and a

promotion campaign is undertaken to leverage the right to the association. For example, ITC

launched a nationwide campaign for water conservation. Dubbed ‘Aashirvad - Boond Se

Sagar’, this initiative has over the years put into place 31,000 acres of life saving irrigation

system benefiting over 40,000 people.



Sponsorships involve money or gifts in return for recognition with a particular cause or event.

For example, Sahara India sponsors the Indian cricket team by providing funds to the Board

of Control of Cricket of India. In return, the company’s name and logo are placed on team

uniforms and equipment and associated as Team Sahara India and the trophy named Sahara

Cup. There is an expectation that this sponsorship will lead to greater brand awareness for

Sahara India and target market affinity to the company will develop.

Unlike in the case of sponsorship the donor needs to undertake specific activities and pursue

specific objectives for the program to be classified as cause related marketing. Another

difference is that both in philanthropy and sponsorship, the amount to be donated to the cause

is negotiated in advance and is generally fixed. In the case of sponsorship, the amount

represents the price for the association. In the case of cause related marketing the amount is

variable as the donation is on a per transaction basis. Table 1 summarizes the differences

between corporate philanthropy, sponsorship and cause related marketing.

Activity Corporate Philanthropy Sponsorships Cause Related

MarketingPrimary Focus Organization Product and Organization Product

Time Frame Ongoing Traditionally of limited duration

Traditionally of limited duration

Organizational Top management Marketing dept. Marketing dept.

Members Involved

Decision/ employee wide contribution Related personnel Personnel

Goals

Improve and tie organizational

competencies to social cause

Increase brand awareness and target market

affiliation

Increase product sales

Funding Fixed Fixed Variable

Key Outcomes No key outcomesAttitude (positioning)Intension (preference)

Behaviour (sales)

Behaviour (sales)IntensionAttitude

Sales Impact None Indirect sales impact Direct sales impact

Table 4.1 – Difference between Cause Related Marketing and Corporate PhilanthropyNawaf Ghansar Rizvi Institute of Management Studies & Research


4.1 Why Cause Marketing

Companies are increasingly finding the marketing communications to be a challenging task.

Marketers have discovered that:

Technology is making our world smaller

Consumers have easier and more access to information

Consumers are communicating to each other more than ever before

Consumers are more empowered and have more choices than ever before

Yet it is becoming harder for the marketer to reach the target consumer. The proliferation of

media channels have resulted both in audience fragmentation and information overload that

even a consumer looking for a product may not find it. Faced with declining rates of

preferred media consumption by the target audience, marketers have now found that aligning

themselves with a cause has enabled them to break through the clutter and differentiate

themselves in the eyes of the consumer.

They are now investing in cause branding to align their organization with a cause that is

relevant to customers. The marketer stakes a claim in the mind of the consumer thus: “If

Colgate is giving underprivileged children free dental checkups along with Pratham (NGO)

and the Indian Dental Association, I will support Colgate and tell my friends and family to do

the same.” This is the potential advantage that cause marketing can create for the

organization. Obviously then, there is a need to strategize the cause marketing effort. Yet as

we scan the cause marketing scene in India over the last two decades, we are accosted mainly

with examples that resemble relatively superficial and tactical partnerships. Tactically cause

marketing programs fall into three general categories:



1. Transactional: Programs are designed to offer to make a contribution to a designated

cause based on consumer activity such as buying a product or shopping at a particular

retail store. The Tsunami disaster gave ample scope for hundreds of retail outlets to

say they will donate to Tsunami Relief Funds for purchases made at their

establishments.

2. Message promotion: Joint campaigns that raise awareness of a cause’s message (e.g.

Fight polio, tuberculosis, cancer) or participation in its programs (e.g. join us in

eradicating illiteracy) while building a positive association with the corporate sponsor

or its brands. MTV, being a youth channel, regularly created excellent public service

advertisements aimed at youth on issues which matter to the young of this country.

For example on the importance of adult franchise to first time voters.

3. Licensing: Typically, under this method, a non-profit licenses a company to develop,

produce and market/distribute a mission related product that is promoted either with

the organization’s brand name or co-branded with both the company’s and non-

profit’s name for a fixed number of products produced or for a fixed time period. For

example: WWF logos on stationery.

The plethora of cause marketing programs that aim at creating short term burst in sales go on

only to highlight the purely promotional, tactical and short term nature of the programs

undertaken. Cause marketing programs need to become more strategic to reap the benefits

that they are expected to create. Figure 4.1 presents a schematic representation of strategic

and tactical CRM.


Tactical Cause Related Marketing Strategic Cause Related Marketing

Congruence

Duration

Invested Resources

Management Involvement

Low High


To illustrate the difference, if a textile mill producing cotton fabrics decides to contribute to

the improvement of the living conditions of cotton farmers, initiates this five years ago and

decides to continually pursue it, through a sales related donation of 5% of their product prices

and senior management visit the farmers periodically to assess their progress it is a Strategic

Cause marketing effort. The same company can be said to have designed only a tactical

Cause Marketing program when it announces that it is contributing to cleaning up the

polluting river in their home town through a donation of 0.50% of the sale proceeds of fabrics

for a month.

Fig 4.1 – Schematic Representation of Tactical and Strategic Cause Related Marketing

A strategic cause marketing program will therefore focus on designing a program that will be

relevant to four key audiences:

1. The cause must align with the product or service. The program must embody a core

value to be authentic and embraced both by the employees and its consumers.

2. The cause partner must have a natural affiliation with the brand.

3. The cause must be relevant to the core customer segment, so that they accept its virtue

and become advocates for the cause and the product.

4. The cause must be relevant to the target group so that it will draw new consumers to

the product & drive increasing participation in fund raising for the cause.



For example, as part of its Cause Marketing Effort, Vodafone in the U.K. is in partnership

with the National Autistic Society (NAS). NAS is a national charity working with people

affected by autism. Autism manifests itself in many ways, but it is true to say that all

sufferers have difficulty making sense of the world. Being a communication company,

Vodafone zeroed in on NAS as it typically involves a communication problem. Similarly, in

the U.S., Kraft, in the foods business, supports programs to feed the hungry, the book store

Barnes and Noble supports literacy initiatives and Lenscrafters, which is in the vision care

business donates eyeglasses to low income families. Equal presents America's Walk for

Diabetes, a partnership of Equal and the American Diabetes Association, is a good match.

When people think of diabetes, they think of sugar. So what is more logical a connection than

Equal, a leading sugar substitute, raising research money to find a cure for diabetes?

A high-tech company partnering with an organization whose mission is to advance education

and training opportunities would seem to display a natural fit. A food company involved in an

effort to fight hunger is a logical pairing. Companies do have a lot of leeway in zeroing in on

issues and causes that are wide ranging and affect different segments of people. It is evident

that some combinations make more sense than others. The fit needs to be logical. A clothing

company that manufactures sweaters decided to support a massive campaign against capital

punishment and failed to make the logical connect with its target consumers through this

campaign and found its sweater sales still declining. A cause marketing campaign, like any

other good marketing campaign, must recognize that its campaigns turn out to be successful

and effective when its target customers are able to quickly and easily identify themselves

with the central message of such a campaign.



4.2 Causes Advertised

Over the past few years, there have been many causes which various companies have took up

and advertised their product in association of that cause. Below mentioned are some of the

more well known ones.

4.2.1 P&G’s ‘Shiksha’ Campaign

India has the world's largest number of uneducated children. Shiksha is another cause

marketing P&G program to help children across India achieve their right to education, in

association with India's premier child rights organization Child Rights and You (CRY) and

Sony Entertainment Television. Shiksha has entered its third year.

Some of India’s leading film stars have united to appeal to consumers to support Shiksha by

buying large packs of Tide, Ariel, Pantene, Head & Shoulders, Rejoice, Vicks VapoRub,

Whisper, Gillette Mach 3 Turbo or Pampers during April, May and June, 2006 and lead a

child to the path of education. Irrespective of sales, P&G has committed a minimum of Rs. 1

crore to Shiksha, which will be allocated to education-focused projects.

In 2005, Shiksha received tremendous support from consumers, the news media and

influencers resulting in P&G contributing Rs. 1.26 crore which helped support the education

of 11,000 children in 109 villages. Shiksha has helped make a positive difference by working

with the State Education Departments to re-look at existing education policies; creating

awareness to build more schools with better infrastructure; enrolling more children into

formal schools; and building all-round development of children through education. Some key

positive actions that Shiksha 2005 made possible include:



Enrollment of 230 children into formal schools

Lok Shikshan Abhiyan (Osmanabad, Maharashtra) campaign in 35 villages against

child labour and early marriages helped achieve 100% enrolment in schools

Community Service Guilds (Salem and Namakkal districts, Tamil Nadu) that drove

awareness on education, built more schools, and sensitized employers to tackle the

issue of child labour

The Association of People with Disability (Kolar, Karnataka) provided adequate

education infrastructure and learning material thus ensuring the development rights of

disabled children in schools

Tribal Development Society (Bellary district, Karnataka) set up leadership trainings

and angadwadis, and continued to create awareness on education and health issues

Chetna Vikas (Wardha district, Maharashtra) setup Bal Sabhas and sustained nine Bal

Bhawans focusing on learning through art and games to improve the children’s

confidence, creativity and expression, and in addition conducted support classes for

academically weak students.

P&G initially ran Shiksha as a joint educational initiative with MAA TV in Andhra Pradesh.

It announced that on purchase of any P&G product; Vicks, Whisper, Ariel, Tide, Head &

Shoulders or Pantene, a mother can win either Rs. 2 lakhs towards Graduate Education Fee of

one child (23 such Prizes), or Rs. 5,000 towards Next Year's Tuition Fee for one child (96

such Prizes) and a number of other Consolation Prizes, all courtesy P&G. Everyday, Rs.

2,25,000 worth of prizes were announced on MAA TV until 12th June’ 03, totalling to Rs. 5

million+ dedicated by P&G.



4.2.2 Tata Tea’s ‘Jaago Re’ campaign

In a short span of time, Tata Tea has gone from owning only 3 per cent of market share

(1980’s) to becoming the number one tea brand in India. How has it risen so fast and what

role has CRM (sometimes also known as Social-Cause Marketing or SCM) played in the

rise?

In a bid to target customers from all regions and strata’s of society, Tata Tea’s product/ price

portfolio comprised tea for each segment. This entailed innovation and the regular

introduction of new flavours and new look products such as flavoured tea under the Tetley

brand in 2003, sold with the ad line “A twist in your tea, a twist in your life” (Chai mein

twist...Life mein twist).

By the mid nineties, top management felt that there was a need for a combined marketing

strategy covering all its national brands- Premium, Gold, Agni and Life, which could promote

the mother brand as a whole. They seized upon Cause –Related Marketing (CRM) which had

taken off in the US in the 1980s. In CRM a corporation allies itself with a non-profit social

organization, typically by donating receipts from sales to the non-profit. In this sort of

alliance, the corporation builds brand image while the non-profit increases its funding (see

box for more on CRM).

For its foray into CRM, Tata Tea wanted to associate its brand with civic consciousness.

Moving away from positioning tea as just a revitalizing drink and instead stressing social

responsibility, they also wanted their campaign to target young Indians.



To conceptualize the idea Tata Tea hired the advertising agency Lowe Lintas. The agency

came up with the Jaago Re! campaign and its theme “Every morning-don’t just get up, wake

up” (Har subah sirf utho math- Jaago Re!). The slogan raised in a memorable way the idea of

social awakening.

A series of 10-second advertisements brought to the forefront several problems like

corruption, improper roads, responsibility of political leaders, role of police. The first

commercial, for example, featured a young man investigating the credentials of a political

leader involved in an election campaign. The idea was to connect with the consumers on

emotional issues, to get young people fired up about questioning the system. Given the target

group, the ads were promoted using media favoured by young people. The Internet was fore

grounded - social networking sites and blogs and a website, www.jaagoindia.org, promoted

the campaign.

The campaigns were a huge success and helped drive Tata Tea’s sales from approximately

$910 million in 2007 to over $970 million in 2008. Seeing the monetary benefits and increase

in brand loyalty, Tata Tea decided to take the campaign further and focus even more on

social issues.

Thus was born the second phase of the campaign, which focused on the Indian general

elections (Jaago Re! One Billion Votes). For the campaign to be powerful, it needed to

penetrate down to grass root levels - to achieve this Tata Tea partnered with Janaagraha, a

Bangalore based NGO.



The aim of the campaign was to alert citizens to their voting rights. Besides bringing out the

votes, the campaign also guided the youth through the voting process. A website,

www.jaagore.com, was set up to enable registration for voting. Several ads were designed in

this phase, which urged the citizens, especially young ones towards a transformation

of Indian society through voting. The most popular ad featured the message “If you are not

casting your vote on Election Day, you are sleeping” (Election Ke din agar aap vote nahin

Kar rahe ho, to aap so rahe ho).

That ad helped pull over 600,000 people towards the website to register for voting. IT giants

with large numbers of young employees such as Infosys and Wipro supported the campaign;

most of their employees registered for voting through Jaago Re. The campaign also generated

support from Bollywood celebrities.

Tata Tea’s market share increased from 19.4% in 2007 to 20.6% in 2008. The sales, brand

loyalty and increase in market share clearly showed that these social marketing campaigns

were well received by the customers.



Chapter 5 - Consumer Attitude towards Social Advertisements

5.0 Introduction

The use of cause-related marketing as a marketing platform has been progressively employed

by companies, as consumers increasingly value corporate support of social causes. Marketers'

efforts to reach consumers via cause tie-ins have gained consumers' trust and brand loyalty. A

national survey conducted by Golin Harris (2005) in the United States revealed that 40

percent of respondents said that a company's commitment to good corporate citizenship

would make them more willing to try the company's products for the first time. In the same

survey, 32 percent of respondents believed that investing in corporate citizenship would

improve trust in the company, as well as its people and products. In Cone's 2004 corporate

citizenship study, 72 percent of those surveyed responded that it is acceptable for companies

to affiliate with causes in their marketing, up from 66 percent in 1993 (DaSilva, 2004). This

study also demonstrated that 86 percent of respondents would be willing to switch brands

based on a company's support for social causes, all else being equal. In 1993, 66 percent of

those surveyed replied the same.

Along with the increasing popularity of cause-related marketing practices, both scholars and

practitioners have extensively evaluated cause-related marketing strategies and tactics, and

analyzed their impact on consumers' perceptual and behavioural relationship with the

sponsoring brand and/or the sponsored cause (e.g., Barone, Miyazaki, and Taylor, 2000;

Cone, Feldman, and DaSilva, 2003; Hoeffler and Keller, 2002; Sen and Bhattacharya, 2001).

Lafferty, Goldsmith, and Hult (2004) discovered that the cause-brand alliances enhanced

consumer’s attitudes toward the cause & the brand if the perceptions were favourable.



This study emphasized the importance of the cause-brand fit for a successful cause-related

marketing campaign. Lichtenstein, Drumwright, and Braig (2004) provided evidence that

consumers' perceptions of corporate social responsibility have a favourable effect on

perceptual corporate benefits (e.g., loyalty or emotional attachment) and behavioural

corporate benefits (e.g., purchase behaviour) when the consumers' self-concepts are similar to

their perceptions of the corporation. In addition, this study showed that consumers' perceived

corporate social responsibility increased their non-profit donations through consumer-

corporate identification. In their study examining the impact of vague quantifiers of cause-

related marketing advertising copy, Pracejus, Olsen, and Brown (2003) discovered that the

abstract wording used in cause-related marketing advertising copy (e.g., a portion versus a

substantial portion) largely impacted donation estimates, and that the donation amount (e.g.,

0, 1, 5, and 10 percent of retail price) had a positive impact on brand choice.

Although previous studies have emphasized the significance of cause-related marketing in

terms of its effects on consumer attitudes and behaviours and have suggested insightful

managerial implications for both profits and nonprofits, there has been little systematic

investigation that profiles consumer advocates of cause-related marketing. This process of

profiling helps marketers make the strategic and tactical decisions of cause-related marketing

programs, including targeting, message strategy, media planning, cause selection, and other

strategic decisions (Dutta and Youn, 1999; Dutta-Bergman, 2006). Such a segmentational

approach to classifying who is (or not) in favour of cause-related marketing is also useful as it

adds to our knowledge about what consumer characteristics explain the attitude toward cause-

related marketing and how to communicate with cause-related marketing advocates.



5.1 Support for Cause-Related Marketing as Pro Social Behaviour

Nonprofits can benefit from brand partnerships not only through fundraising and other

marketing resources that companies offer, but also through consumer donations through

cause-related marketing programs. By engaging in revenue-providing transactions with the

company, consumers directly or indirectly contribute a specified amount to the designated

cause that the company represents.

In conjunction with this notion, consumer’s special efforts to buy a product tied to social

causes are considered a pro social behaviour because it represents advocacy for a behaviour

that improves the well-being of society as a whole, instead of satisfying self-interests. Thus,

this study applies a pro social behaviour as a basic theoretical framework for understanding

consumer motivations for supporting corporate cause-branding activities. It seems logical to

expect that motivations behind pro social behaviours would be related to the motivations

explaining consumer support for corporate cause-branding programs. A key to the discussion

is what motivates consumers to engage in pro social behaviours.

5.1.1 Psychographic Factors

Scholars have suggested that psychographic factors reflect more enduring and stable

dispositions that motivate consumers to form attitudes or guide behaviours. Ajzen and

Fishbein argued that psychographic factors are considered residues of past experiences,

which impact the beliefs or attitudes individuals hold. Such motivational insights of

psychographics can be also found in Katz's functional attitude theories.



Individuals engage in pro social behaviour to express certain attitudes. For example, through

pro social behaviour, individuals manifest their values, gain social opportunities, protect their

ego, or enhance their ego. Understanding the reasoning behind consumers' attitudes toward

cause-related marketing would be insightful for designing effective programs that shape,

reinforce, and alter those attitudes.

5.1.2 Locus of Control

Previous studies showed that psychographic factors such as locus of control and self-efficacy

are related to pro social behaviours. In general, locus of control refers to the belief of whether

or not their own actions can lead to predictable outcomes. Internals believe that they can

control their lives and environments and that their actions can change outcomes. Externals

believe that they cannot control their lives and that outcomes are due to outside forces, such

as luck or the influence of powerful individuals. Relating to environmental beliefs and

behaviour, prior studies found that internals are more likely to engage in responsible

environment behaviours than externals. Internals are more likely to believe that their

recycling behaviours can change the environment positively, while externals are less likely to

engage in recycling behaviours. Internals have been found to show greater social interests

than externals, where social interests refer to empathy, a feeling of belonging, contribution to

welfare, and understanding others.

Not all studies, however, have supported these relationships. Lerner and Reavy found that

externals were more likely to be altruistic or help others than internals. Stevick and

Addleman discovered that locus of control was not related to volunteering. Although

conflicting findings exist regarding the relationship between locus on control and pro social

behaviours, this study expected internals to support corporate cause marketing efforts.



It is more likely that internals believe in their own abilities to have control over their

environment and to produce predictable outcomes by engaging in corporate cause-branding

efforts. Internals attempt to master circumstances and expect that their actions can bring

about change for the environment. Thus, internals are more likely to advocate corporate

cause-branding activities than externals because they believe they can improve society by

purchasing products sponsoring social causes or issues.

5.1.3 Self-confidence

Previous studies have attested that self-confidence or self-esteem is related to caring about

others' well-being. Helping others is motivated by a desire to maintain and enhance one's self-

confidence or self-esteem. It is likely that individuals who perceive themselves competent are

engaged in pro social behaviours because they believe in their capacity to effectively allocate

their resources to others in need. Self-confident people are more likely to exercise control

over the events that influence their lives. For those with self-confidence, their efforts to buy

products tied to social causes or charities would be considered as a way of helping others.

They may want to make a difference in their community through their purchasing.

5.1.4 Public Self-consciousness

Pro social behaviours have been viewed through motivations of self-concern. Individuals help

others as the means by which they create a desired impression of themselves in front of

others. Such concerns about what other people may think are known as public self-

consciousness or self-monitoring. Those high in public self-consciousness may use pro social

behaviours to influence others' perceptions of themselves. Motivation to present themselves

in a good light may lead to supporting corporate-sponsored social causes because they want

to maintain or enhance their positive image through purchasing.



5.1.5 Interpersonal Trust

Scholars explain interpersonal trust as an individual's tendency to believe others to be honest.

A bulk of research has indicated that interpersonal trust is positively associated with altruistic

behaviours. Cadenhead and Richman found that trust has a positive relationship with overall

pro social behaviours (e.g., giving money to charity). Individuals with high interpersonal trust

tend to make more sacrifices for others than those with low trust. Interpersonal trust would

facilitate blood donation, particularly among consumers who do not typically donate.

Relating to cause-related marketing, consumer’s views of others as trustworthy and generous

would influence their tendency to support corporate involvement in social causes through

purchasing. When consumers do not trust marketers as exchange partners or the claims made

in cause-related marketing campaigns, they are not likely to purchase products or services

tied to the cause through a company's involvement. Consumers with low interpersonal trust

may find it difficult to trust companies engaged in cause-related marketing, leading to less

support for cause-related marketing activities.

5.1.6 Advertising Scepticism

Consumer’s scepticism toward advertising would be related to their perceptions of the

motives for a company's involvement in cause-related marketing programs. In general,

advertising scepticism describes consumer’s tendencies to doubt the truthfulness of

advertising messages and marketers' motives for the messages. Consumers who are sceptical

of advertising tend to steer clear of advertising and show a lack of connection between

advertising and purchase intention. In connection with cause-related marketing, consumer’s

distrust toward advertising leads to scepticism toward cause-related marketing, indicating that

consumers no longer believe company's altruistic intentions of charitable giving.



5.1.7 Personal and Social Responsibility

It has been argued that a sense of responsibility drives pro social behaviours. Prior studies

have found that personal and social responsibilities are the most important correlates of

charitable giving or donation. In connection to support for cause-related marketing,

consumer’s commitments to engage in responsible behaviours may carry into their attitudes

toward cause-related marketing programs.

Individuals who are responsible initiates in their lives are more likely to be engaged in their

efforts to purchase products that align with social causes. It seems logical to address that

individuals with a sense of responsibility are more likely to be civic-minded and have strong

moral norms to better society. In this study, healthy-eating consciousness is employed as a

surrogate of personal responsibility, while environmental concern is used as an indicator of

social responsibility.

5.2.8 Religiosity

Scholars have recognized religiosity as a gateway to different forms of pro social behaviours.

Individuals' religious beliefs regarding giving back what they have received leads them to

volunteer or participate in community service. Indeed, it has been found that individuals who

affiliated with an organized religion tend to have a higher likelihood of volunteering.

Among adolescents, it is found that a religious belief was positively associated with civic

engagement such as publicly demonstrating or petitioning for a cause. Such motivation to

give back may lead religious individuals to support corporate involvement with charitable

causes.



5.2.9 Social Networks

Social networks have been found to influence motives for pro social behaviours. Network ties

increase opportunities to come into contact with friends or neighbours who are already

participating in volunteer activities or appreciate a sense of responsibility to the organizations

with which friends or neighbours volunteer. Extroverts who have extensive social networks

are more likely to volunteer for charities than introverts.

Extroverts have more diverse social connections with people and participate in various

events. Such social connections may provide more chances for volunteering. Relating to

cause-related marketing, individuals with social networks are more likely to show great

concerns for social causes because they are more knowledgeable about specific non profit

organizations or social causes. They may be more familiar with organizations and causes, so

they feel they are responsible for helping others by purchasing products or services aligned

with social causes.



Chapter 6 – Research Methodology

6.1 Need for the study

Today in our country, consumers are surrounded by hundreds of brands and thousands of

products. Each brand is trying to get the consumers attention towards its products. But how to

get space in the mind of the consumer is a dilemma that each brand is facing. Brands that do

not have a position in the mind of the consumer are fighting to get one and brands that do

have, are trying desperately to maintain that space.

Many brands are trying various methods to get the consumers attention. Some brands

advertise heavily, whereas some get into event organizing. Many brands start promotions or

keep sale on their products. Celebrities are used as brand ambassadors so that consumers will

be able to better recall the brand. Competitive brands get into comparative advertising so as

replace the competitor brands space in the mind of the consumer with their own brand.

Companies get into CSR activities to create a better image of the brand in the minds of the

consumer and to get tax rebates from the government. Just through CSR, consumers do not

become much aware of the efforts taken by the organization as these efforts are not

advertised and the only way the general public find out about it is if it is talked about in the

news. Thus for this reason brands get into cause related advertisements so as to involve the

consumers.

Consumers are becoming increasingly aware about social causes around them. With the

increase in the purchasing power of an individual, he/she is willing to go about buying new

products. An individual is also trying to be a good social citizen and give back to the society.



Thus one might buy products from companies that one feels is contributing to society. This

along with the pull of celebrities to the general public towards social campaigns is making

companies to align themselves with social causes. This research will try to analyze the

consumer attitude and behaviour towards social cause related advertisements. It will further

help companies in deciding if there is a requirement for companies to become involved

socially so that it may benefit them or should they avoid getting into these kinds of

advertisements.

6.2 Research Objectives

To find the attitude of consumers towards cause related advertisements

To find out if there is any behavioural change in the consumers after watching cause

related advertisements

To find the effect of cause related advertisements on brand recall

To find the effect of cause related advertisements on brand loyalty

6.3 Sample Size

In order to get valid interpretation of the data, a sample size of 150 was pre-decided, which

comprised of 75 males and 75 females. The sample was further segregated on age groups of

21 – 30 years, 31 – 40 years and 41 – 50 years and monthly household income groups of Rs.

15,000 – Rs. 25,000, Rs. 25,001 – Rs. 50,000 and greater than Rs. 50,000 equally. The

sampling method used was Judgmental sampling. It was a pre-requisite for respondents to

have watched advertisements on television. Due to some constraints, the survey could only be

conducted in some parts of Mumbai. Thus the study results would only be applicable to the

city of Mumbai and not for the whole country.



6.4 Sampling Procedure

The respondents were asked if they watched television, especially advertisements. If they did,

they were asked to fill the questionnaire. The respondents were requested to fill the

questionnaire in an unbiased manner and not leave any question blank. Any doubts they had

were clarified so as to get the right response from them.

After the data collection process was completed, the data was analyzed using the statistical

software - SPSS v.16. Various statistical tools like Anova, Chi-square and Factor Analysis

were used in order to get important insights

6.5 Limitations of the Study

Sample: The sample is only from the city of Mumbai. To get a holistic and correct

understanding of the view of the consumers of the country it would be best if data was

collected from respondents all over the country.

Biasness: There was a level of biasness on the respondent’s part while answering the

questionnaire. People who hated advertisements were mostly giving negative answers.

Questionnaire Length: Many respondents mentioned that the questionnaire was very

exhaustive. Due to this, responses to a few questions were given casually.



Chapter 7 – Data Analysis and Interpretation

For primary data collection a structured questionnaire was made which was filled by

respondents of various age groups, income groups and gender across the city of Mumbai.

Once the data collection was completed, analysis was carried out using SPSS, software for

analyzing the data. Data analysis tools like Anova, Chi-square and Factor Analysis were used

to get the output of the data.

7.1 Data Analysis

7.1.1 Respondent Profile

7.1.1.1 Gender

Fig 7.1 – Gender Distribution across the Sample

From the above figure, it can be observed that the data collected is not of equal number of

males and females. The number of males is more than the number of females. But since the

difference is only of a small percentage, the gender bias can be ignored.



7.1.1.2 Age Group

Fig 7.2 – Age Group Distribution across the Sample

From the above figure, it can be observed that the data collected across various age groups is

not equal in number. Majority of the sample is from the younger age group of 21 years – 30

years and forms almost 50% of the sample. Thus the analysis will be more from the point of

view of the younger generation. The sample size of the age group of 31 years – 40 years and

41 years – 50 years is also considerable and analysis will hold true for it.



7.1.1.3 Monthly Household Income

Fig 7.3 – Income Group Distribution across the Sample

From the above figure, it can be observed that maximum respondents were having a monthly

household of Rs. 25,000 – Rs. 50,000 closely followed by respondents with monthly

household income greater than Rs. 50,000.



7.2 Data Interpretation

7.2.1 Chi-square

7.2.1.1 Chi-square Test to Find Amount of Time Spent Watching TV DailyHo: There are no significant differences in time spent in watching TV daily

Ha: There are significant differences in time spent in watching TV daily

Descriptive Statistics

N Mean Std. Deviation Minimum Maximum

Specifies the times spent by the

respondent watching TV150 2.08 .799 1 4

Table 7.1 – Descriptive Analysis on Time Spent by Respondents Watching TV Daily

Observed N Expected N Residual

Less than 1 hour 35 37.5 -2.5

1-2 hours 75 37.5 37.5

3-4 hours 33 37.5 -4.5

More than 4 hours 7 37.5 -30.5

Total 150

Table 7.2 – Frequency of Time Spent by Respondents Watching TV Daily

Test Statistics

Specifies the times spent by the respondent watching TV

Chi-Square 63.013a

Df 3

Asymp. Sig. .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 37.5.

Table 7.3 – Chi-square Test for Time Spent by Respondents Watching TV Daily

From the above table, it is observed that the p value is 0.00 which is less than 0.05. Thus we

reject Ho. This means there are significant differences in time spent by respondents in

watching TV daily. Most of the respondents watch around 1-2 hours of television every day.



7.2.1.2 Chi-square Test to Find the Attitude towards Watching AdvertisementsHo: There are no significant differences in the attitude towards watching advertisements

Ha: There are significant differences in the attitude towards watching advertisements



Specifies the attitude of the

respondent towards watching

advertisements

150 1.72 .812 1 3

Table 7.4 – Descriptive Analysis on Attitude towards Watching Advertisements


I surf the channel when advertisements are

aired76 50.0 26.0

I watch the advertisements because they are

aired40 50.0 -10.0

I consciously watch advertisements 34 50.0 -16.0

Total 150

Table 7.5 – Frequency of Attitude towards Watching Advertisements

Test Statistics

Specifies the attitude of the respondent towards watching advertisements

Chi-Square 20.640a

Df 2

Asymp. Sig. .000


Table 7.6 – Chi-square Test for Attitude towards Watching Advertisements


reject Ho. This means there are significant differences in attitude towards watching

advertisements. Most of the respondents surf the channel when advertisements are being

aired.



7.2.1.3 Chi-square Test to Find the Advertisement Viewing HabitHo: There are no significant differences in the advertisement viewing habits

Ha: There are significant differences in the advertisement viewing habits



Specifies the advertisement

viewing habit of the respondent150 2.20 .579 1 3

Table 7.7 – Descriptive Analysis on Advertisement Viewing Habit


I have never watched a complete advertisement 13 50.0 -37.0

If at all I see an advertisement, I watch it completely 94 50.0 44.0

It does not matter to me if an advertisement is being aired 43 50.0 -7.0

Total 150

Table 7.8 – Frequency of Advertisements Viewing Habit

Test Statistics

Specifies the advertisement viewing habit of the respondent

Chi-Square 67.080a

Df 2

Asymp. Sig. .000


Table 7.9 – Chi-square Test for Advertisements Viewing Habit


reject Ho. This means there are significant differences in the advertisements viewing habit.

Most of the respondents watch the complete ad, if at all they see an ad.



7.2.2 t-test

7.2.2.1 Attitude towards Advertisements

One-Sample Statistics

N MeanStd.

Deviation

Std. Error

Mean

Statement1 Specifies whether the respondents finds advertisements to

be dull150 2.61 .834 .068

Statement2 Specifies whether the respondents finds advertisements to

be informative150 3.47 .841 .069

Statement3 Specifies whether the respondent feels that ads are a good

way to be updated about the latest market offering150 3.99 .709 .058

Statement4 Specifies whether the respondent feels that ads are a good

way to compare products150 3.23 1.063 .087

Statement5 Specifies whether the respondent finds ads to be a good

medium to raise social awareness150 3.76 .953 .078

Statement6 Specifies whether the respondent finds ads to be

unnecessary150 2.43 .972 .079

Statement7 Specifies whether the respondent finds ad jingles to be a

good source of mobile ringtones150 3.02 1.065 .087

Statement8 Specifies whether the respondent feels that ads can only be

watched once150 2.69 1.003 .082

Statement9 Specifies whether the respondent feels that ads are not a

good way to follow their favourite celebrity150 3.28 1.017 .083

Statement10 Specifies whether the respondent wouldn’t mind paying a bit

extra so as to avoid watching ads150 2.75 1.100 .090

Table 7.10 – Mean on Attitude towards Advertisements



One-Sample Test

Test Value = 4

T dfSig. (2-

tailed)

Mean

Difference

90%

Confidence

Interval of the

Difference

Lower Upper

Statement1 Specifies whether the respondents finds

advertisements to be dull-20.370 149 .000 -1.387 -1.50 -1.27

Statement2 Specifies whether the respondents finds

advertisements to be informative-7.769 149 .000 -.533 -.65 -.42

Statement3 Specifies whether the respondent feels that

ads are a good way to be updated about the

latest market offering

-.115 149 .909 -.007 -.10 .09


ads are a good way to compare products-8.912 149 .000 -.773 -.92 -.63

Statement5 Specifies whether the respondent finds ads to

be a good medium to raise social awareness-3.084 149 .002 -.240 -.37 -.11

Statement6 Specifies whether the respondent finds ads to

be unnecessary-19.736 149 .000 -1.567 -1.70 -1.44

Statement7 Specifies whether the respondent finds ad

jingles to be a good source of ringtones-11.272 149 .000 -.980 -1.12 -.84


ads can only be watched once-15.956 149 .000 -1.307 -1.44 -1.17


ads are not a good way to follow their

favourite celebrity

-8.667 149 .000 -.720 -.86 -.58

Statement10 Specifies whether the respondent wouldn’t

mind paying a bit extra so as to avoid

watching ads

-13.951 149 .000 -1.253 -1.40 -1.10

Table 7.11 – t test Analysis on Attitude towards AdvertisementsNawaf Ghansar Rizvi Institute of Management Studies & Research


Statement1:

Ho: There are no significant differences in respondent’s agreement towards the statement that

advertisements are dull

Ha: There are significant differences in respondent’s agreement towards the statement that

advertisements are dull

Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the

respondents don’t consider advertisements to be dull.

Statement2:


advertisements are informative


advertisements are informative


respondents don’t consider advertisements to be informative.

Statement3:


advertisements are a good way to be updated on the latest market offerings


advertisements are a good way to be updated on the latest market offerings



Since the p value is 0.909 which is greater than 0.05, we accept Ho. This means that most of

the respondents consider advertisements to be a good way to be updated on the latest market

offerings.

Statement4:


advertisements are not a good way to compare products


advertisements are not a good way to compare products


respondents consider advertisements to be a good way to compare products.

Statement5:


advertisements are a good medium to raise social awareness


advertisements are a good medium to raise social awareness


respondents don’t consider advertisements to be a good medium to raise social awareness.



Statement6:


advertisements are unnecessary


advertisements are unnecessary


respondents don’t consider advertisements to be unnecessary.

Statement7:


advertisements are a good source of mobile ringtones


advertisements are a good source of mobile ringtones


respondents don’t consider advertisements to be a good source of mobile ringtones.

Statement8:


advertisements can be watched only once


advertisements can be watched only once




respondents think that ads can be watched more than once.

Statement9:


advertisements are not a good way to follow their favourite celebrity


advertisements are not a good way to follow their favourite celebrity


respondents consider advertisements to be a good way to follow their favourite celebrity.

Statement10:


they would not mind paying a bit extra if it meant they could avoid watching

advertisements


they would not mind paying a bit extra if it meant they could avoid watching

advertisements


respondents would mind paying a bit extra even if it meant that they could skip watching

advertisements.



7.2.2.2 Advertisement Preference for Repeat Viewing


N MeanStd.

Deviation

Std. Error

Mean

Statement1 Specifies whether the respondent likes to see humorous

ads repeatedly150 3.77 .956 .078

Statement2 Specifies whether the respondent likes to see ads

associated with a social cause repeatedly150 3.42 .853 .070

Statement3 Specifies whether the respondent likes to see ads having

a good jingle repeatedly150 3.43 1.006 .082

Statement4 Specifies whether the respondent likes to see ads starring

their favourite celebrity repeatedly150 2.85 1.230 .100

Statement5 Specifies whether the respondent likes to see ads of

brands which interest them repeatedly150 3.52 1.034 .084

Statement6 Specifies whether the respondent likes to see informative


Statement7 Specifies whether the respondent likes to see emotional

ads repeatedly150 3.57 1.077 .088

Statement8 Specifies whether the respondent likes to see creative


Statement9 Specifies whether the respondent likes to see ads that

have stunts performed in it repeatedly150 3.03 1.204 .098

Statement10 Specifies whether the respondent likes to see ads of

preferred brands repeatedly150 3.50 1.085 .089

Table 7.12 - Mean on Advertisement Preference for Repeat Viewing



One-Sample Test

Test Value = 4

t DfSig. (2-

tailed)

Mean

Difference

90% Confidence

Interval of the

Difference

Lower Upper

Statement1 Specifies whether the respondent likes

to see humorous ads repeatedly-2.903 149 .004 -.227 -.36 -.10


to see ads associated with a social

cause repeatedly

-8.323 149 .000 -.580 -.70 -.46


to see ads having a good jingle -6.982 149 .000 -.573 -.71 -.44


to see ads starring their favourite

celebrity repeatedly

-11.483 149 .000 -1.153 -1.32 -.99


to see ads of brands which interest

them repeatedly

-5.683 149 .000 -.480 -.62 -.34


to see informative ads repeatedly-2.725 149 .007 -.207 -.33 -.08


to see emotional ads repeatedly-4.854 149 .000 -.427 -.57 -.28


to see creative ads repeatedly2.097 149 .038 .160 .03 .29


to see ads that have stunts performed

in it repeatedly

-9.903 149 .000 -.973 -1.14 -.81


to see ads of preferred brands repeat-5.642 149 .000 -.500 -.65 -.35

Table 7.13 - t test Analysis on Advertisement Preference for Repeat ViewingNawaf Ghansar Rizvi Institute of Management Studies & Research


Statement1:

Ho: There are no significant differences in the level of agreement for watching ads repeatedly

which are humorous

Ha: There are significant differences in the level of agreement for watching ads repeatedly

which are humorous

Since the p value is 0.004 which is less than 0.05, we reject Ho. This means that most

respondents don’t like watching humorous ads repeatedly.

Statement2:


which are associated with a social cause


which are associated with a social cause


respondents don’t like watching ads associated with a social cause repeatedly.

Statement3:


which have a good jingle


which have a good jingle


respondents don’t like watching ads having a good jingle repeatedly.



Statement4:


which star their favourite celebrity


which star their favourite celebrity


respondents don’t like watching ads which star their favourite celebrity repeatedly.

Statement5:


of brands that interest them

Ha: There are significant differences in the level of agreement for watching ads repeatedly of

brands that interest them


respondents don’t like watching ads repeatedly even if it is of brands that interest them.

Statement6:


which are informative


which are informative


respondents don’t like watching ads repeatedly even if they are informative.



Statement7:


which try to connect emotionally with the consumer


which try to connect emotionally with the consumer


respondents don’t like watching ads repeatedly even if they connect to them emotionally.

Statement8:


which are creative


which are creative

Since the p value is 0.038 which is less than 0.05, we reject Ho. The mean value is greater

than 4, thus we conclude that overall there are a large number of people who like to see

creative ads repeatedly. But their number is not significantly more.



Statement9:


which have stunts performed in them


which have stunts performed in them


respondents don’t like watching ads repeatedly even if they have stunts performed in them.

Statement10:


of their preferred brand


their preferred brand


respondents don’t like watching ads repeatedly even if they are of their preferred brand.



7.2.2.3 Impact of Social Cause Related Advertisements


N MeanStd.

Deviation

Std.

Error

Mean

Statement1 Specifies whether the social cause related advertisement makes

the respondent actively participate in the social cause150 3.11 .913 .075

Statement2 Specifies whether the social cause related advertisement does not

motivate the respondent to get socially involved150 2.64 .943 .077

Statement3 Specifies whether the social cause related advertisement motivates

the respondent to involve others150 3.24 1.001 .082

Statement4 Specifies whether the social cause does not make the respondent

socially aware150 2.25 .914 .075


the respondent look it up online150 3.14 1.004 .082

Statement6 Specifies whether the respondent discusses about the social cause 150 3.34 .961 .078


the respondent give voice to the cause by writing about it on

blogging or social networking websites

150 2.69 1.129 .092

Statement8 Specifies whether the social cause related advertisement does not

make the respondent consider the brand as a part of their

purchase decision

150 2.81 .965 .079


the respondent not to recommend the brand for purchase by others150 2.77 1.039 .085

Table 7.14 – Mean on Impact of Social Cause Related Advertisements



One-Sample Test

Test Value = 4

t dfSig. (2-

tailed)

Mean

Difference

90% Confidence

Interval of the

Difference

Lower Upper

Statement1 Specifies whether the cause related ad

makes the respondent actively participate in

the social cause

-11.979 149 .000 -.893 -1.02 -.77

Statement2 Specifies whether the social cause related

ad does not motivate the respondent to get

socially involved

-17.659 149 .000 -1.360 -1.49 -1.23


motivates the respondent to involve others-9.297 149 .000 -.760 -.90 -.62

Statement4 Specifies whether the social cause does not

make the respondent socially aware-23.415 149 .000 -1.747 -1.87 -1.62


makes the respondent look it up online-10.496 149 .000 -.860 -1.00 -.72

Statement6 Specifies whether the respondent discusses

about the social cause -8.410 149 .000 -.660 -.79 -.53


makes the respondent give voice to the

cause by writing about it on blogging or

social networking websites

-14.176 149 .000 -1.307 -1.46 -1.15

Statement8 Specifies whether the cause related ad does

not make the respondent consider the brand

as a part of their purchase decision

-15.060 149 .000 -1.187 -1.32 -1.06

Statement9 Specifies whether the social cause related

ad makes the respondent not to recommend

the brand for purchase by others

-14.539 149 .000 -1.233 -1.37 -1.09

Table 7.15 – t test Analysis on Impact of Social Cause Related Advertisements



Statement1:

Ho: There are no significant differences in the level of agreement for the statement that social

cause related ads make them actively participate in the social cause

Ha: There are significant differences in the level of agreement for the statement that social

cause related ads make them actively participate in the social cause

Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that for most

respondents, social cause related ads don’t make them actively participate in social causes.

Statement2:


cause related ads do not motivate them to get socially involved


cause related ads do not motivate them to get socially involved


respondents, social cause related ads motivate them to get socially involved.

Statement3:


cause related ads motivates them to involve others


cause related ads motivates them to involve others


respondents, social cause related ads don’t motivate them to involve others.



Statement4:


cause related ads do not make them socially aware


cause related ads do not make them socially aware


respondents, social cause related ads do make them socially aware.

Statement5:


cause related ads make them look it up online


cause related ads make them look it up online


respondents, social cause related ads do not make them look it up online.

Statement6:


cause related ads, make them discuss it with their friends and colleagues


cause related ads, make them discuss it with their friends and colleagues


respondents, social cause related ads make them discuss with their friends and colleagues.



Statement7:


cause related ads, makes them give voice to the cause by writing about it


cause related ads, makes them give voice to the cause by writing about it


respondents social cause related ads, makes them give voice to the cause by writing about it.

Statement8:


cause related ads, stops them from considering the brand as part of their purchase


cause related ads, stops them from considering the brand as part of their purchase


respondents social cause related ads, make them consider the brand during purchase.

Statement9:


cause related ads, stops them from recommending the brand for purchase by others


cause related ads, stops them from recommending the brand for purchase by others


respondents social cause related ads, makes them recommend the brand for purchase.



7.2.2.3 Features of Social Ads that can be Re-called


N MeanStd.

Deviation

Std. Error

Mean

Statement1 Specifies whether the respondent can recall the brand

and the cause it is associated with150 3.51 .946 .077

Statement2 Specifies whether the respondent can recall the social

message after having seen the social ad150 3.81 .775 .063

Statement3 Specifies whether the respondent can recall the

celebrity used after having seen the social ad150 3.35 .955 .078

Statement4 Specifies whether the respondent can recall the jingles

in the ad after having seen the social ad150 3.46 1.078 .088

Table 7.16 – Mean on Features of Social Ads that can be Re-calledOne-Sample Test

Test Value = 4

T DfSig. (2-

tailed)

Mean

Difference

90% Confidence

Interval of the

Difference

Lower Upper

Statement1 Specifies whether respondent can recall the

brand and the cause it is associated with-6.298 149 .000 -.487 -.61 -.36

Statement2 Specifies whether respondent can recall

social message after having seen the ad-3.057 149 .003 -.193 -.30 -.09

Statement3 Specifies whether respondent can recall the

celebrity used after having seen the ad-8.376 149 .000 -.653 -.78 -.52

Statement4 Specifies whether the respondent can recall

the jingles in the ad after having seen the

social ad

-6.133 149 .000 -.540 -.69 -.39

Table 7.17 – t test Analysis on Features of Social Ads that can be Re-called



Statement1:

Ho: There are no significant differences in the level of agreement for the statement that

people can recall the brand and the cause they are associated with after seeing the social

advertisement

Ha: There are significant differences in the level of agreement for the statement that people

can recall the brand and the cause they are associated with after seeing the social

advertisement


respondents cannot recall the brand and the cause they are associated with after seeing the

social cause related advertisement.

Statement2:


people can remember the social message after seeing the social cause related

advertisement


can remember the social message after seeing the social cause related advertisement


respondents cannot remember the social message after seeing the social cause related

advertisement.



Statement3:


people can remember the celebrity used in the social cause related advertisement


can remember the celebrity used in the social cause related advertisement


respondents cannot remember the celebrity in the ad after seeing the social cause related

advertisement.

Statement4:


people can remember the jingles in the ad after seeing the cause related advertisement


can remember the jingles in the ad after seeing the cause related advertisement


respondents cannot remember the jingles used in the advertisements even after seeing the

social cause related advertisement.



7.2.2.4 Attitude towards Brands that get into Social Cause Related Advertisements One-Sample Statistics

N MeanStd.

Deviation

Std.

Error

Mean

Statement1 Specifies whether the respondent considers brands that do

cause related advertisements as socially responsible brands150 3.25 .919 .075

Statement2 Specifies whether the respondent is having no effect on the

perception of the brand after seeing the social cause related

advertisements

150 3.02 .973 .079

Statement3 Specifies whether the respondent can keep seeing

advertisements which convey a social cause150 3.16 1.043 .085

Statement4 Specifies whether the ads that convey a social cause have little

impact on the minds of the respondent150 2.96 1.080 .088

Statement5 Specifies whether the respondent avoids buying products of

brands that do social cause related advertisements150 2.46 1.085 .089

Statement6 Specifies whether the respondent wouldn’t mind paying a

premium for a product of a brand that generates social

awareness through its advertisements

150 3.15 1.021 .083

Statement7 Specifies whether the respondent would associate with a brand

for a long time if it conveys social message in its advertisements150 3.16 .984 .080

Table 7.18 – Mean on Attitude towards Brands that get into Social Cause Related Ads



One-Sample Test

Test Value = 4

T dfSig. (2-

tailed)

Mean

Differenc

e

90% Confidence

Interval of the

Difference

Lower Upper

Statement1 Specifies whether the respondent considers

brands that do cause related advertisements

as socially responsible brands

-10.038 149 .000 -.753 -.88 -.63

Statement2 Specifies whether the respondent is having

no effect on the perception of the brand after

seeing the social cause related ads

-12.341 149 .000 -.980 -1.11 -.85

Statement3 Specifies whether the respondent can keep

seeing ads which convey a social cause-9.862 149 .000 -.840 -.98 -.70

Statement4 Specifies whether the ads that convey a

social cause have little impact on the minds of

the respondent

-11.795 149 .000 -1.040 -1.19 -.89

Statement5 Specifies whether the respondent avoids

buying products of brands that do social

cause related advertisements

-17.391 149 .000 -1.540 -1.69 -1.39

Statement6 Specifies whether the respondent wouldn’t

mind paying a premium for a product of a

brand that generates social awareness

through its advertisements

-10.151 149 .000 -.847 -.98 -.71

Statement7 Specifies whether the respondent would

associate with a brand for a long time if it

conveys social message in its ads

-10.459 149 .000 -.840 -.97 -.71

Table 7.19 – t test Analysis on Attitude towards Brands that get into Cause Related Ads



Statement1:


brands that get into social cause related ads are socially responsible brands

Ha: There are significant differences in the level of agreement for the statement that brands

that get into social cause related ads are socially responsible brands


respondents do not consider brands that get into social ads as socially responsible brands.

Statement2:


cause related ads have no effect on the perception of the brand


cause related ads have no effect on the perception of the brand


respondents, social cause related ads have an effect on the perception of the brand.

Statement3:


cause related ads can be watched repeatedly


cause related ads can be watched repeatedly


respondents cannot watch cause related ads repeatedly.



Statement4:


cause related ads have little impact on their mind


cause related ads have little impact on their mind


respondents, social cause related ads have an impact on the minds of the consumer.

Statement5:


people avoid buying products of brands that get into social cause related advertisements


avoid buying products of brands that get into social cause related advertisements


respondents do not mind buying products of brands that get into social advertisements.

Statement6:


people wouldn’t mind paying a premium for a brand that get into social cause related ads


avoid buying products of brands that get into social cause related advertisements


respondents would mind paying a premium for a brand that gets into social advertisements.



Statement7:


people would associate themselves with the brand that gets into social cause related

advertisements on a long term basis


would associate themselves with the brand that gets into social cause related

advertisements on a long term basis


respondents wouldn’t associate themselves with a brand that gets into cause related

advertisements on a long term basis.



7.2.3 Anova

7.2.3.1 Factors that make Respondents Watch a Complete AdvertisementHo: There are no significant differences in factors that would make a respondent watch an

entire advertisement

Ha: There are significant differences in factors that would make a respondent watch an entire

advertisement

Homogeneous Subsets

VAR

00001 N

Subset for alpha = 0.05

1 2 3 4 5 6 7 8

10 150 3.21

7 150 3.23 3.23

9 150 3.33 3.33 3.33

12 150 3.41 3.41 3.41 3.41

4 150 3.47 3.47 3.47 3.47 3.47

13 150 3.49 3.49 3.49 3.49 3.49

15 150 3.49 3.49 3.49 3.49 3.49

14 150 3.55 3.55 3.55 3.55 3.55 3.55

1 150 3.61 3.61 3.61 3.61 3.61

6 150 3.65 3.65 3.65 3.65

16 150 3.71 3.71 3.71

3 150 3.73 3.73 3.73

2 150 3.82 3.82 3.82

11 150 3.89 3.89



5 150 4.15 4.15

8 150 4.34

Sig. .156 .057 .209 .240 .134 .134 .209 .941

Means for groups in homogeneous subsets are displayed.

Table 7.20 – Tukey test on Parameters for Watching an Entire Ad



ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 217.530 15 14.502 15.375 .000

Within Groups 2248.687 2384 .943

Total 2466.216 2399

Table 7.21 – Anova Analysis on Parameters for Watching an Entire Ad

Reject Ho, i.e. there are significant differences between factors that would make a respondent

watch an entire ad without changing the channel since the degree of significance is 0.000

which is lesser than 0.05. Also it is observed that humour in an ad or an ad starring the

respondents favourite celebrity are the most important parameters in what would make them

watch the advertisement without having to change the channel. The least important

parameters are the duration of the ad or the ad of the respondents preferred brand.



7.2.3.2 Factors that make Respondents Remember an AdvertisementHo: There are no significant differences in factors that make a respondent remember an ad

Ha: There are significant differences in the factors that make a respondent remember an ad

ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 337.913 9 37.546 32.542 .000

Within Groups 1719.087 1490 1.154

Total 2056.999 1499

Table 7.22 – Anova Analysis on Parameters that Recall an Ad

Homogeneous Subsets

VAR

00001 N


1 2 3 4

5 150 2.81

9 150 2.84

10 150 2.93

6 150 2.93

8 150 2.96

7 150 3.47

4 150 3.55

1 150 3.73 3.73

3 150 3.99 3.99

2 150 4.13

Sig. .975 .530 .530 .982


Table 7.23 – Tukey test on Parameters that Recall an Ad

Reject Ho, i.e. there are significant differences between factors that would make a respondent

remember the ad since the degree of significance is 0.000 which is lesser than 0.05. Also it is

observed that humour in an ad is the most important parameters that would make people

remember the ad. The least important parameter is vagueness of the ad.



7.2.3.3 Likeability towards Various Cause Related Ad CampaignsHo: There are no significant differences in likeability to various cause related ad campaigns

Ha: There are significant differences in likeability to various cause related ad campaigns

ANOVA


Between Groups 427.379 7 61.054 8.150 .000

Within Groups 8930.100 1192 7.492

Total 9357.479 1199

Table 7.24 – Anova Analysis on Likeability towards Various Cause Related Ad Campaigns

Homogeneous Subsets

VAR00001 N


1 2 3

1 150 5.92

6 150 6.61 6.61

2 150 6.83

3 150 6.95

8 150 6.99

7 150 7.24 7.24

4 150 7.39 7.39

5 150 8.05

Sig. .236 .112 .083


Table 7.25 - Tukey test on Likeability towards Various Cause Related Ad Campaigns

Reject Ho, i.e. there are significant differences between likeability of various cause related ad

campaigns since the degree of significance is 0.000 which is lesser than 0.05. Also it is

observed that the ‘Jaago Re’ campaign is the most liked cause related ad campaign. The least

liked ad campaign is the ‘Nanhi Kali’ campaign.



7.2.3.4 Impact on purchase of Various Cause Related Ad CampaignsHo: There are no significant differences on impact of purchase of various cause related ads

Ha: There are significant differences on impact of purchase of various cause related ads

ANOVA


Between Groups 427.379 7 61.054 8.150 .000

Within Groups 8930.100 1192 7.492

Total 9357.479 1199

Table 7.26 – Anova Analysis on Impact on Purchase of Various Cause Related Ads

Homogeneous Subsets

VAR00001 N


1 2

1 150 4.35

6 150 4.39

8 150 5.17 5.17

7 150 5.25 5.25

2 150 5.46

3 150 5.65

4 150 5.93

5 150 6.04

Sig. .085 .111


Table 7.27 - Tukey test on Impact on Purchase of Various Cause Related Ads

Reject Ho, i.e. there are no significant differences between various cause related ad

campaigns having an impact on purchase since the degree of significance is 0.000 which is



lesser than 0.05. Also it is observed that the ‘Jaago Re’ campaign is the having the most

impact on purchase. The ‘Nanhi Kali’ ad campaign has the least impact on purchase.



7.2.4 Factor Analysis

Rotated Component Matrixa

Component

1 2 3 4

Specifies whether the respondent feels that the ads of a brand that convey a social

message are not important.745 .195 -.073 -.031

Specifies whether the respondent feels that more brands should get into social

cause related advertisements-.122 -.060 .103 .733

Specifies whether the respondent feels that there is no difference between social

ads and any other ads.776 .175 .012 -.218

Specifies whether the respondent takes less interest in watching an ad of a brand

that conveys a social cause.539 .444 -.245 .098

Specifies whether the respondent doesn’t like ads of a brand that convey a social

message.615 .529 .062 -.205

Specifies whether the respondent doesn’t mind watching ads of a brand that

convey a social message more than once-.351 .106 .659 .301

Specifies whether the respondent discusses ads that convey a social message with

colleague.154 -.183 .844 .091

Specifies whether the respondent does not recommend family and friends to watch

ads of brands that convey a social message.520 .452 -.295 .026

Specifies whether the respondent writes about ads that convey a social message

on social networking websites.429 -.008 .155 .663

Specifies whether the respondent feels that social ads are a good tool to increase

social awareness-.284 -.104 .084 .603

Specifies whether the respondent changes the channel when social ads are being

aired on television.391 .467 -.482 -.160

Specifies whether the respondent feels that brands should not get into social cause

related advertisements.026 .762 -.099 -.063

Specifies whether the respondent feels that social cause related advertisements

are tacky.271 .770 .081 -.198

Specifies whether the respondent feels that social cause related advertisements

should not be aired on all channels.341 .720 -.167 .067

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.

Table 7.28 – Factor Analysis on Attitude towards Social Advertisements



From the above table, four types of respondent groups come out. First group of respondents

are those who do not watch cause related advertisements. Second group of respondents are

those who do not believe in the concept of cause related advertisements. Third group of

respondents are those who watch cause related advertisements. Finally, the fourth group of

respondents are those who believe in cause related advertisements.



7.2.5 Two-way Anova with Replication

7.2.5.1 Two-way Anova with Replication for Age & Gender with Attitude towards Cause Related Marketing

7.2.5.1.1 Cause Related Ads help in Remembering the AdDescriptive Statistics

Gender Age Group Mean Std. Deviation N

Male

21 years - 30 years 3.38 1.006 58

31 years - 40 years 2.93 1.163 15

41 years - 50 years 3.67 1.047 15

Total 3.35 1.051 88

Female

21 years - 30 years 3.48 1.122 25

31 years - 40 years 3.68 .995 22

41 years - 50 years 3.80 1.082 15

Total 3.63 1.059 62

Total

21 years - 30 years 3.41 1.036 83

31 years - 40 years 3.38 1.114 37

41 years - 50 years 3.73 1.048 30

Total 3.47 1.060 150

Table 7.29 – Descriptive Statistics with Dependent Variable as Cause Related Ad in Recall

Ho1: There are no significant differences in preference to social cause related ad recall across

gender of the respondents


age group of the respondents


gender and age group of the respondents



Tests of Between-Subjects Effects

SourceType III Sum of

SquaresDf Mean Square F Sig.

Corrected Model 7.999a 5 1.600 1.446 .211

Intercept 1448.750 1 1448.750 1309.321 .000

Gender 3.189 1 3.189 2.882 .092

AgeGroup 3.131 2 1.566 1.415 .246

Gender * AgeGroup 2.680 2 1.340 1.211 .301

Error 159.335 144 1.106

Total 1970.000 150

Corrected Total 167.333 149

a. R Squared = .048 (Adjusted R Squared = .015)

Table 7.30 – 2 Way Anova with Dependent Variable as Cause Related Ad in Recall

Hypothesis1:

Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no

significant differences in preference to recall of social ads across gender of the respondent.

Hypothesis2:

Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no

significant differences in preference to recall of social ads across age group of the respondent.

Hypothesis3:

Since the p value for the interaction between gender and age group is greater than 0.05, we

accept the hypothesis, i.e. there are no significant differences in preference to recall of social

ads due to the interaction between the gender and age group of the respondent.



7.2.5.1.2 Cause Related Ads can be Watched RepeatedlyDescriptive Statistics

Gender Age Group Mean Std. Deviation N

Male

21 years - 30 years 3.09 .904 58

31 years - 40 years 3.67 .900 15

41 years - 50 years 3.73 .799 15

Total 3.30 .924 88

Female

21 years - 30 years 3.36 .860 25

31 years - 40 years 3.68 .568 22

41 years - 50 years 3.87 .516 15

Total 3.60 .712 62

Total

21 years - 30 years 3.17 .895 83

31 years - 40 years 3.68 .709 37

41 years - 50 years 3.80 .664 30

Total 3.42 .853 150

Table 7.31 – Descriptive Statistics with Dependent Variable as Social Ads Repeat Viewing

Ho1: There are no significant differences in preference to watching social cause related ads

repeatedly across gender of the respondents


repeatedly across age group of the respondents


repeatedly across gender and age group of the respondents





Squaresdf Mean Square F Sig.


Intercept 1512.187 1 1512.187 2289.706 .000

Gender .589 1 .589 .892 .347

AgeGroup 9.015 2 4.507 6.825 .001

Gender * AgeGroup .411 2 .206 .311 .733

Error 95.102 144 .660

Total 1863.000 150



Table 7.32 – 2 Way Anova with Dependent Variable as Social Ads Repeat Viewing

Hypothesis1:

Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no

significant differences in preference to watching social ads repeatedly across gender of the

respondent.

Hypothesis2:

Since the p value for age group is lesser than 0.05, we reject the hypothesis, i.e. there are

significant differences in preference to watching social ads repeatedly across age group of the

respondent.

Hypothesis3:

Since the p value for the interaction between gender and age group is greater than 0.05, we

accept the hypothesis, i.e. there are no significant differences in preference to watching social

ads repeatedly due to the interaction of the gender and age group of the respondent.



7.2.5.2 Two-way Anova with Replication for Age & Income with Attitude towards Cause Related Marketing

7.2.5.2.1 Dislike towards Brands that get into Social Cause Related Ads


Age Group Monthly Household Income Mean Std. Deviation N

21 years - 30 years

Rs. 15000 - Rs. 25000 2.52 .873 21

Rs. 25000 - Rs. 50000 2.13 .937 30

Greater than Rs. 50000 2.59 1.012 32

Total 2.41 .963 83

31 years - 40 years

Rs. 15000 - Rs. 25000 1.80 .837 5

Rs. 25000 - Rs. 50000 2.58 .929 24

Greater than Rs. 50000 2.12 1.126 8

Total 2.38 .982 37

41 years - 50 years

Rs. 15000 - Rs. 25000 2.00 .000 2

Rs. 25000 - Rs. 50000 1.77 .439 13

Greater than Rs. 50000 3.07 .961 15

Total 2.43 .971 30

Total

Rs. 15000 - Rs. 25000 2.36 .870 28

Rs. 25000 - Rs. 50000 2.22 .902 67

Greater than Rs. 50000 2.65 1.040 55

Total 2.41 .963 150

Table 7.33 – Descriptive Statistics with Dependent Variable as Dislike to Social Ads

Ho1: There are no significant differences in dislike towards social cause related

advertisements across age group of the respondents


advertisements across income group of the respondents


advertisements across age and income groups of the respondents







Intercept 377.884 1 377.884 447.095 .000

AgeGroup 1.231 2 .616 .728 .485

IncomeGroup 5.071 2 2.536 3.000 .053

AgeGroup * IncomeGroup 13.236 4 3.309 3.915 .005

Error 119.173 141 .845

Total 1007.000 150



Table 7.34 – 2 Way Anova with Dependent Variable as Dislike to Social Ads

Hypothesis1:


significant differences in dislike towards cause related ads across age group of the

respondent.

Hypothesis2:

Since the p value for income group is greater than 0.05, we accept the hypothesis, i.e. there

are no significant differences in dislike towards cause related ads across income group of the

respondent.

Hypothesis3:

Since the p value for the interaction between age group and income group is lesser than 0.05,

we reject the hypothesis, i.e. there are significant differences in dislike towards cause related

ads due to the interaction of the age group and income group of the respondent.



7.2.5.2.2 Disagreement towards Brands getting into Social Cause Related AdsDescriptive Statistics


21 years - 30 years

Rs. 15000 - Rs. 25000 2.33 1.111 21

Rs. 25000 - Rs. 50000 2.30 1.119 30

Greater than Rs. 50000 2.34 1.066 32

Total 2.33 1.083 83

31 years - 40 years

Rs. 15000 - Rs. 25000 3.00 1.000 5

Rs. 25000 - Rs. 50000 2.54 .779 24

Greater than Rs. 50000 2.12 1.126 8

Total 2.51 .901 37

41 years - 50 years

Rs. 15000 - Rs. 25000 2.00 .000 2

Rs. 25000 - Rs. 50000 2.00 .816 13

Greater than Rs. 50000 3.13 1.356 15

Total 2.57 1.223 30

Total

Rs. 15000 - Rs. 25000 2.43 1.069 28

Rs. 25000 - Rs. 50000 2.33 .960 67

Greater than Rs. 50000 2.53 1.200 55

Total 2.42 1.070 150

Table 7.35 – Descriptive Statistics with Dependent Variable as Disagreement towards

Brands getting into Social Ads

Ho1: There are no significant differences in disagreement towards brands getting into social

cause related advertisements across age group of the respondents


cause related advertisements across income group of the respondents


cause related advertisements across age and income groups of the respondents







Intercept 422.502 1 422.502 380.045 .000

AgeGroup .993 2 .497 .447 .641

IncomeGroup 1.583 2 .791 .712 .492


Error 156.752 141 1.112

Total 1049.000 150



Table 7.36 – 2 Way Anova with Dependent Variable as Disagreement towards Brands getting

into Social AdsHypothesis1:


significant differences in disagreement towards brands getting into social cause related

advertisements across age group of the respondent.

Hypothesis2:


are no significant differences in disagreement towards brands getting into social cause related

advertisements across income group of the respondent.

Hypothesis3:

Since the p value for the interaction between age group and income group is greater than

0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement

towards brands getting into social cause related advertisements due to the interaction of the

age group and income group of the respondent.



7.2.5.2.3 Disagreement towards Social Cause Related Ads Motivating to get Socially Involved



21 years - 30 years

Rs. 15000 - Rs. 25000 2.71 1.102 21

Rs. 25000 - Rs. 50000 2.27 .785 30

Greater than Rs. 50000 2.72 .813 32

Total 2.55 .901 83

31 years - 40 years

Rs. 15000 - Rs. 25000 2.60 .548 5

Rs. 25000 - Rs. 50000 2.79 .932 24

Greater than Rs. 50000 2.38 1.061 8

Total 2.68 .915 37

41 years - 50 years

Rs. 15000 - Rs. 25000 2.00 .000 2

Rs. 25000 - Rs. 50000 2.31 .947 13

Greater than Rs. 50000 3.40 .986 15

Total 2.83 1.085 30

Total

Rs. 15000 - Rs. 25000 2.64 .989 28

Rs. 25000 - Rs. 50000 2.46 .893 67

Greater than Rs. 50000 2.85 .951 55

Total 2.64 .943 150

Table 7.37 – Descriptive Statistics with Dependent Variable as Disagreement towards Social

Ads Motivating to get Socially Involved

Ho1: There are no significant differences in disagreement towards social cause related ads

motivating to get socially involved across age group of the respondents


motivating to get socially involved across income group of the respondents


motivating to get socially involved across age and income groups of the respondents







Intercept 478.447 1 478.447 581.442 .000

AgeGroup .009 2 .005 .006 .994

IncomeGroup 3.702 2 1.851 2.249 .109


Error 116.024 141 .823

Total 1178.000 150



Table 7.38 – 2 Way Anova with Dependent Variable as Disagreement towards Social Ads

Motivating to get Socially InvolvedHypothesis1:


significant differences in disagreement towards social advertisements motivating to get

socially involved across age group of the respondent.

Hypothesis2:


are no significant differences in disagreement towards social advertisements motivating to get

socially involved across income group of the respondent.

Hypothesis3:

Since the p value for the interaction between age group and income group is lesser than 0.05,

we reject the hypothesis, i.e. there are significant differences in disagreement towards social

advertisements motivating to get socially involved due to the interaction of the age group and

income group of the respondent.



7.2.5.2.4 Disagreement towards Social Cause Related Ads influence on purchase decision



21 years - 30 years

Rs. 15000 - Rs. 25000 2.81 .981 21

Rs. 25000 - Rs. 50000 2.47 .937 30

Greater than Rs. 50000 2.94 .948 32

Total 2.73 .964 83

31 years - 40 years

Rs. 15000 - Rs. 25000 2.60 .548 5

Rs. 25000 - Rs. 50000 2.96 .999 24

Greater than Rs. 50000 3.25 1.035 8

Total 2.97 .957 37

41 years - 50 years

Rs. 15000 - Rs. 25000 3.50 .707 2

Rs. 25000 - Rs. 50000 2.46 1.050 13

Greater than Rs. 50000 3.07 .884 15

Total 2.83 .986 30

Total

Rs. 15000 - Rs. 25000 2.82 .905 28

Rs. 25000 - Rs. 50000 2.64 .995 67

Greater than Rs. 50000 3.02 .933 55

Total 2.81 .965 150

Table 7.39 – Descriptive Statistics with Dependent Variable as Disagreement towards Social

Ads influence on purchase decision


influence on purchase decision across age group of the respondents


influence on purchase decision across income group of the respondents


influence on purchase decision across age and income groups of the respondents







Intercept 604.578 1 604.578 661.320 .000

AgeGroup 1.363 2 .682 .746 .476

IncomeGroup 5.252 2 2.626 2.872 .060

AgeGroup * IncomeGroup 2.755 4 .689 .753 .557

Error 128.902 141 .914

Total 1326.000 150



Table 7.40 – 2 Way Anova with Dependent Variable as Disagreement towards Social Ads

influence on purchase decisionHypothesis1:


significant differences in disagreement towards social ads influence on purchase across age

group of the respondent.

Hypothesis2:


are no significant differences in disagreement towards social ads influence on purchase across


Hypothesis3:


0.05, we accept the hypothesis, i.e. there are no significant differences in disagreement

towards social ads influence on purchase due to the interaction of the age group and income




7.2.5.2.5 Agreement to Pay Premium for Brands that get into Social Ads Descriptive Statistics


21 years - 30 years

Rs. 15000 - Rs. 25000 3.05 1.071 21

Rs. 25000 - Rs. 50000 3.00 1.050 30

Greater than Rs. 50000 3.00 1.016 32

Total 3.01 1.030 83

31 years - 40 years

Rs. 15000 - Rs. 25000 3.40 .548 5

Rs. 25000 - Rs. 50000 3.13 1.035 24

Greater than Rs. 50000 3.38 .916 8

Total 3.22 .947 37

41 years - 50 years

Rs. 15000 - Rs. 25000 3.50 .707 2

Rs. 25000 - Rs. 50000 3.31 1.182 13

Greater than Rs. 50000 3.60 .986 15

Total 3.47 1.042 30

Total

Rs. 15000 - Rs. 25000 3.14 .970 28

Rs. 25000 - Rs. 50000 3.10 1.061 67

Greater than Rs. 50000 3.22 1.013 55

Total 3.15 1.021 150

Table 7.41 – Descriptive Statistics with Dependent Variable as Agreement to Pay Premium

for Brands that get into Social Ads

Ho1: There are no significant differences in agreement to pay premium for brands that get

into social ads across age group of the respondents


into social ads across income group of the respondents


into social ads across age and income groups of the respondents






Corrected Model 5.952a 8 .744 .702 .690

Intercept 767.720 1 767.720 723.966 .000

AgeGroup 3.363 2 1.681 1.586 .208

IncomeGroup .889 2 .444 .419 .659

AgeGroup * IncomeGroup .591 4 .148 .139 .967

Error 149.522 141 1.060

Total 1647.000 150


a. R Squared = .038 (Adjusted R Squared = -.016)

Table 7.42 – 2 Way Anova with Dependent Variable as Agreement to Pay Premium for

Brands that get into Social AdsHypothesis1:


significant differences in agreement to pay premium for brands that get into social ads across

age group of the respondent.

Hypothesis2:


are no significant differences in agreement to pay premium for brands that get into social ads

across income group of the respondent.

Hypothesis3:


0.05, we accept the hypothesis, i.e. there are no significant differences in agreement to pay

premium for brands that get into social ads due to the interaction of the age group and income




7.2.5.2.6 Agreement to Associate with Brand for a Long Time that gets into Social AdsDescriptive Statistics

Age group Monthly Household Income Mean Std. Deviation N

21 years - 30 years

Rs. 15000 - Rs. 25000 3.05 1.071 21

Rs. 25000 - Rs. 50000 3.27 1.081 30

Greater than Rs. 50000 2.78 .792 32

Total 3.02 .987 83

31 years - 40 years

Rs. 15000 - Rs. 25000 3.60 .548 5

Rs. 25000 - Rs. 50000 3.12 .850 24

Greater than Rs. 50000 3.25 1.282 8

Total 3.22 .917 37

41 years - 50 years

Rs. 15000 - Rs. 25000 5.00 .000 2

Rs. 25000 - Rs. 50000 3.54 .967 13

Greater than Rs. 50000 3.20 .941 15

Total 3.47 1.008 30

Total

Rs. 15000 - Rs. 25000 3.29 1.084 28

Rs. 25000 - Rs. 50000 3.27 .978 67

Greater than Rs. 50000 2.96 .922 55

Total 3.16 .984 150

Table 7.43 – Descriptive Statistics with Dependent Variable as Agreement to Associate with

the Brand for a Long Time that gets into Social Ads

Ho1: There are no significant differences in agreement to associate with brands for a long

time that gets into social ads across age group of the respondents


time that gets into social ads across income group of the respondents


time that gets into social ads across age and income groups of the respondents







Intercept 845.638 1 845.638 922.561 .000

AgeGroup 9.755 2 4.878 5.321 .006

IncomeGroup 6.080 2 3.040 3.317 .039


Error 129.244 141 .917

Total 1642.000 150



Table 7.44 – 2 Way Anova with Dependent Variable as Agreement to Associate with the

Brand for a Long Time that gets into Social AdsHypothesis1:

Since the p value for age group is lesser than 0.05, we reject the hypothesis, i.e. there are


age group of the respondent.

Hypothesis2:

Since the p value for income group is lesser than 0.05, we reject the hypothesis, i.e. there are



Hypothesis3:


0.05, we accept the hypothesis, i.e. there are no significant differences in agreement to pay

premium for brands that get into social ads due to the interaction of the age group and income




7.2.5.3 Two-way Anova with Replication for Time Spent Watching TV & Ad Viewing Habit with Attitude towards Cause Related Marketing

7.2.5.3.1 Cause Related Ads help in Remembering the AdDescriptive Statistics

Time Spent Watching TV Ad Viewing Habit Mean Std. Deviation N

Less than 1 hour

I have never watched a complete ad 3.00 1.155 4

If at all I see an ad, I watch it completely 3.95 1.090 22

It does not matter to me if an ad is being aired 2.67 1.000 9

Total 3.51 1.197 35

1-2 hours


If at all I see an ad, I watch it completely 3.53 .968 45

It does not matter to me if an ad is being aired 3.12 .971 25

Total 3.39 .985 75

3-4 hours

I have never watched a complete ad 2.67 .577 3



Total 3.48 1.121 33

More than 4 hours

I have never watched a complete ad 3.00 . 1


It does not matter to me if an ad is being aired 3.00 . 1

Total 4.00 .816 7

Total




Total 3.47 1.060 150

Table 7.45 – Descriptive Statistics with Dependent Variable as Cause Related Ad in Recall




time spent watching TV by the respondents


ad viewing habit of the respondents


time spent watching TV and ad viewing habit of the respondents





Intercept 476.095 1 476.095 455.654 .000

TimeTV .401 3 .134 .128 .943

AdViewingHabit 8.232 2 4.116 3.939 .022

TimeTV * AdViewingHabit 11.525 6 1.921 1.838 .096

Error 144.191 138 1.045

Total 1970.000 150



Table 7.46 – 2 Way Anova with Dependent Variable as Cause Related Ad in Recall



Hypothesis1:

Since the p value for time spent watching TV is greater than 0.05, we accept the hypothesis,

i.e. there are no significant differences in preference to social cause related ad recall across

the time spent watching TV by the respondents.

Hypothesis2:

Since the p value for ad viewing habit is lesser than 0.05, we reject the hypothesis, i.e. there

are significant differences in preference to social cause related ad recall across the ad viewing

habit of the respondents.

Hypothesis3:

Since the p value for the interaction between time spent watching TV and ad viewing habit is

greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in

preference to social cause related ad recall due to the interaction of the time spent watching

TV and ad viewing habit of the respondents.



7.2.5.3.2 Ads Conveying Social Message are not ImportantDescriptive Statistics

Time Spent

Watching TVAd Viewing Habit Mean

Std.

DeviationN

Less than 1 hour




Total 2.86 1.033 35

1-2 hours




Total 2.27 .905 75

3-4 hours




Total 2.21 1.166 33

More than 4 hours




Total 1.71 .488 7

Total




Total 2.37 1.019 150

Table 7.47 – Descriptive Statistics with Dependent Variable as Ads Conveying Social

Messages are not Important

Ho1: There are no significant differences in perception that brands that do social ads are not

important across time spent watching TV by the respondents


important across ad viewing habit of the respondents




important across time spent watching TV and ad viewing habit of the respondents





Intercept 212.589 1 212.589 208.686 .000

TimeTV 9.244 3 3.081 3.025 .032

AdViewingHabit .235 2 .118 .116 .891

TimeTV * AdViewingHabit 1.040 6 .173 .170 .984

Error 140.581 138 1.019

Total 995.000 150



Table 7.48 – 2 Way Anova with Dependent Variable as Ads Conveying Social Messages are

not ImportantHypothesis1:

Since the p value for time spent watching TV is lesser than 0.05, we reject the hypothesis, i.e.

there are significant differences in preference that brands that do social ads are not important

across the time spent watching TV by the respondents.

Hypothesis2:

Since the p value for ad viewing habit is greater than 0.05, we accept the hypothesis, i.e. there

are no significant differences in preference that brands that do social ads are not important

across the ad viewing habit of the respondents.

Hypothesis3:





preference that brands that do social ads are not important due to the interaction of the time

spent watching TV and ad viewing habit of the respondents.



7.2.5.3.3 Agreement towards More Brands getting into Cause Related AdsDescriptive Statistics

Time Spent


Std.

DeviationN

Less than 1 hour




Total 3.26 .780 35

1-2 hours




Total 3.43 .857 75

3-4 hours




Total 3.67 .736 33

More than 4 hours




Total 3.57 1.134 7

Total




Total 3.45 .832 150

Table 7.49 – Descriptive Statistics with Dependent Variable as Agreement towards more

Brands getting into Cause Related Ads

Ho1: There are no significant differences in perception that more brands should get into cause

related ads across time spent watching TV by the respondents


related ads across ad viewing habit of the respondents




related ads across time spent watching TV and ad viewing habit of the respondents





Intercept 494.541 1 494.541 762.776 .000

TimeTV 5.479 3 1.826 2.817 .041

AdViewingHabit 3.810 2 1.905 2.938 .056


Error 89.471 138 .648

Total 1885.000 150



Table 7.50 – 2 Way Anova with Dependent Variable as Agreement towards more Brands

getting into Cause Related AdsHypothesis1:


there are significant differences in perception that more brands should get into cause related

ads across the time spent watching TV by the respondents.

Hypothesis2:


are no significant differences in perception that more brands should get into cause related ads

across the ad viewing habit of the respondents.

Hypothesis3:


lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in perception



that more brands should get into cause related ads due to the interaction of the time spent

watching TV and ad viewing habit of the respondents.



7.2.5.3.4 No Difference between Social Ad or any other AdDescriptive Statistics

Time Spent


Std.

DeviationN

Less than 1 hour




Total 3.14 .912 35

1-2 hours




Total 2.45 .890 75

3-4 hours




Total 2.58 .792 33

More than 4 hours




Total 2.00 .577 7

Total




Total 2.62 .910 150

Table 7.51 – Descriptive Statistics with Dependent Variable as No Difference between Social

Ads or any other Ads



Ho1: There are no significant differences in perception that there are no differences in social

ads or any other ad across time spent watching TV by the respondents


ads or any other ad across ad viewing habit of the respondents


ads or any other ad across time spent watching TV and ad viewing habit of the

respondents





Intercept 281.405 1 281.405 368.171 .000

TimeTV 10.046 3 3.349 4.381 .006

AdViewingHabit .159 2 .079 .104 .901

TimeTV * AdViewingHabit 1.920 6 .320 .419 .866

Error 105.478 138 .764

Total 1153.000 150



Table 7.52 – 2 Way Anova with Dependent Variable as No Difference between Social Ad or

any other Ad



Hypothesis1:


there are significant differences in perception that there are no differences in social ads or any

other ad across the time spent watching TV by the respondents.

Hypothesis2:


are no significant differences in perception that there are no differences in social ads or any

other ad across the ad viewing habit of the respondents.

Hypothesis3:



perception that there are no differences in social ads or any other ad due to the interaction of

the time spent watching TV and ad viewing habit of the respondents.



7.2.5.3.5 Discuss Cause Related AdsDescriptive Statistics

Time Spent


Std.

DeviationN

Less than 1 hour




Total 3.14 .912 35

1-2 hours




Total 2.45 .890 75

3-4 hours




Total 2.58 .792 33

More than 4 hours




Total 2.00 .577 7

Total




Total 2.62 .910 150

Table 7.53 – Descriptive Statistics with Dependent Variable as Discussion of Social Ads

Ho1: There are no significant differences in agreement to discuss cause related ads across

time spent watching TV by the respondents

Ho2: There are no significant differences in agreement to discuss cause related ads across ad

viewing habit of the respondents

Ho3: There are no significant differences in agreement to discuss cause related ads across

time spent watching TV and ad viewing habit of the respondentsNawaf Ghansar Rizvi Institute of Management Studies & Research






Intercept 422.570 1 422.570 502.636 .000

TimeTV 2.593 3 .864 1.028 .382

AdViewingHabit 5.072 2 2.536 3.016 .052


Error 116.018 138 .841

Total 1769.000 150



Table 7.54 – 2 Way Anova with Dependent Variable as Discussion of Social Ads

Hypothesis1:

Since the p value for time spent watching TV is greater than 0.05, we accept the hypothesis,

i.e. there are no significant differences in agreement to discuss cause related ads across the

time spent watching TV by the respondents.

Hypothesis2:


are no significant differences in agreement to discuss cause related ads across the ad viewing


Hypothesis3:


lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in agreement to

discuss cause related ads due to the interaction of the time spent watching TV and ad viewing




Chapter 8 - Suggestions and Recommendations

8.1 Summary of the Analysis

Majority of the respondents spend around 1-2 hours watching television everyday

Majority of the respondents surf the channels when advertisements are aired

According to the ad viewing habits, maximum respondents if at all watch an

advertisement, watch it completely

Most of the respondents disagree to the statement that ads are dull

The number of respondents who agree to the statement that advertisements are

informative are in a minority

A majority of the respondents feel that advertisements are a good way to be updated

about the latest market offerings

Most respondents consider ads to be a good means to compare products

The number of respondents who disagree to the statement that advertisements can be a

major source of social awareness are in majority

Majority of the respondents disagree to the statement that they find advertisements to

be unnecessary

Ads are not considered to be a good source of mobile ringtones

The statement that advertisements can be watched only once, has been agreed upon by

many respondents

A majority of the respondents agree that advertisements are a good way to follow

their favourite celebrity

The number of respondents who disagree to paying a bit extra so as to avoid watch

advertisements is very high

Most respondents don’t like watching humorous advertisementsNawaf Ghansar Rizvi Institute of Management Studies & Research


Many respondents don’t like watching social cause related advertisements repeatedly

Ads having good jingles is not reason enough to watch the ad repeatedly

Ads of favourite celebrities cannot be watched repeatedly

Even ads of preferred brands cannot be watched repeatedly

Ads which are informative or those which try to connect with the respondent on an

emotional level cannot be watched repeatedly

Creative advertisements can be watched repeatedly by viewers

The respondents disagree to the statement which states that social cause related

advertisements make them actively participate in social causes

Social cause related advertisements motivate the respondents to get socially involved

Cause related advertisements do not motivate the respondents to involve others in

helping out for a social cause

Maximum respondents agree to the statement that social causes make them socially

aware

The social cause related advertisement do not make the respondent look it up online

most of the time

Respondents agree to discuss about social causes with others around them

Most respondents give voice to the cause by writing about it online after seeing a

cause related advertisement

Most of the respondents agree to the statement that cause related advertisement make

them consider the brand as part of their purchase decision

Most of the respondents agree to the statement that social cause related

advertisements makes them want to recommend the brand for purchase

The highest number of respondents agree that they cannot recall the brand and the

cause it is associated with



Maximum of the respondents cannot recall the social message after having seen the

social advertisement

Most of the respondents cannot recall the celebrity used in the ad after having seen the

social cause related advertisement

Respondents cannot recall the jingle after seeing the social advertisement

Approximately 81% of the respondents could not match all the brands with the causes

they are associative with

The respondents do not consider the brands that do cause related advertisements as

socially responsible brands

For most respondents cause related advertisements have an impact on the perception

of the brand

Cause related advertisements cannot be watched repeatedly

Social cause advertisement have little impact on the mind of the respondents

Many respondents do not mind buying products of brands that do social cause related

advertisement

The respondents would mind paying a premium for a product of the brand that

generates social awareness through its advertisement

Many respondents would not associate with a brand for a long time if it conveys a

social message in its advertisement

Humour in the ad and ad starring their favourite celebrity is what would make people

watch a complete ad.

Humour in an ad and creativity in an ad are the most important parameters that would

make them remember the advertisement. The least important parameters are the

vagueness of the ad and the non-celebrity model used in the ad



‘Jaago Re’ ad campaign is the most liked cause related ad campaign and has the

highest impact on purchase. The least liked ad campaign is the ‘Nanhi Kali’ ad

campaign. It also has the least impact on purchase

People from the age group of 21-30 tend more to watch cause related advertisements

repeatedly

People from higher income group wouldn’t mind associating with brands that get into

cause related advertisements for a long time



8.2 Recommendations

Since most of the respondents spend only around 1-2 hours watching television, it

becomes very crucial for advertisers to place ads in time slots during which they can

get the most relevant reach

Most of the respondents surf the channel when ads are aired. Thus the advertisers

have to make sure that they grab the attention of the people in the first few seconds of

the ad

Since most of the respondents who watch an ad watch it completely, advertisers have

to make sure they make the first few seconds of the ad as interesting as possible

Most of the respondents felt that ads are a good way to be updated about the latest

offerings in the market. Thus advertisers should take care of this when they make the

advertisement

Many respondents feel that ads can be watched many times. I think ads should come

up in parts which can keep respondents interested in the ad like teaser campaigns

Most of the respondents don’t think ads are a good way to follow their favourite

celebrity. Thus brands should keep this in mind and avoid making ads which focus

more on the celebrity

Many respondents are not willing to pay extra to avoid watching ads. Thus advertisers

can be a little relived of ad free channels

Most of the respondent said that they would watch the entire ad if the music in the ad

was good. Thus advertisers should ensure to capture the attention of the viewers by

using good music in the ad

Ads having humour in them are not very popular among the respondents. Thus

advertisers should avoid making ads having humour in them

Even emotions portrayed in ads do not make respondents watch the ad



The ads should have a good storyline so as to engage the viewers long enough to

watch the complete advertisement

One way to engage the viewers is by motivating them to help the brand in its cause as

most respondents feel social ads motivates them to get socially involved

Most viewers would try and get others socially involved as well. This means more

people will come to know about the brand and its association with the said cause

Many respondents look up the social cause online after seeing the cause related ad.

Thus the brand should make its association with the brand well placed online

Since most of the respondents discuss the cause after seeing a cause related ad, it is

very important for advertisers to make the ads in such a way that when the cause is

being discussed, the brand gets discussed as well

The respondents feel they are not able to better recall the brand if it gets into cause

related advertising

Though most respondents say they recall the brand and the social campaign associated

with it, most of the respondents are not able to match the brand and its campaign

correctly. Since many companies are getting into this, the brand should associate with

a cause that is related to what they do.

Though most respondents are willing to associate with a brand if it gets into cause

related advertising, many of them are not willing to pay a premium for the product so

as to help the brand out in the cause it is fighting for



Chapter 9 – Conclusion

Though people like watching social cause related ads, the brands should be careful as

to which cause they associate themselves with. If the association is not right, all the

effort will be in vain

The brands association with the cause should be consistent and long term for the

effect to be seen. Otherwise what little impact the ad will have on the brand will be

forgotten and the brand will lose favourability among the people

With so many advertisers trying so many ways to gain the attention of the viewers, it

has become very difficult to get a space in the mind of the consumer. But it is found

that there is no single way which favours well with the respondents

For a brand to make a very good social ad, it has to ensure that it gets the respondent

to participate in the cause and also motivates them to get others involved in the cause

Online is a very good medium for the brand to show its association with a cause. To

engage the viewer the online medium is a very nice way to get them involved. Thus

brands should make forums and a website and make sure that it is regularly updated

so as to encourage more people to get involved

People feel that brands that get into cause related advertisements are socially

responsible brands and thus generate a good opinion about the brand in the minds of

the consumers. This is very important from the brands point of view

Brands should not ask consumers to pay for a premium just because they would be

helping in the cause as the consumers are not willing to purchase the product then.

But they are willing to be associated with the brand for a long time if the brand shows

its association with the cause over the period of time



Appendices

Appendix 1 – Questionnaire

This questionnaire is purely for research purpose and the responses will be kept strictly confidential.

Note: Please proceed only if you watch advertisements. If you do not, then kindly return the blank questionnaire.

Demographics

Q1. Gender? Please tick ()

o Male

o Female

Q2. Which age group do you belong to?

o 21 years – 30 years



Q3. Which monthly household income group do you belong to?

o Rs. 15,000 – Rs. 25,000

o Rs. 25,000 – Rs. 50,000

o Greater than Rs. 50,000

Q4. Could you please tell me the amount of time spent by you daily on watching TV? (Please select one answer)

o Less than 1 hour

o 1-2 hours

o 3-4 hours


Name


o More than four hours

Q5. What is your attitude towards watching TV advertisements? (Please select one answer)

o I surf the channel when advertisements are aired

o I watch the advertisements because they are aired

o I consciously watch advertisements

Q6. What is your advertisement viewing habit? (Please select one answer)

o I have never watched a complete advertisement

o If at all I see an advertisement, I watch it completely

o It does not matter to me if an advertisement is being aired

Q7. Rate the following statements regarding advertisements on the basis of level of agreement you have with them on a scale of 1-5. (Please select one in each row)

Strongly Disagre

e

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

I find ads to be dull 1 2 3 4 5

I find ads to be informative 1 2 3 4 5

I feel ads are a good way to be updated on the latest offerings in the market

1 2 3 4 5

I feel ads are not a good way to compare products

1 2 3 4 5

I feel ads are a good medium to raise social awareness

1 2 3 4 5

I find ads to be unnecessary 1 2 3 4 5

I feel ad jingles are a good source of mobile ringtones

1 2 3 4 5

I feel ads can only be watched once 1 2 3 4 5

I feel ads are a not a good way to follow my favourite celebrity

1 2 3 4 5

I would not mind paying a bit extra if it means I can avoid watching ads

1 2 3 4 5



Q8. Rate the following parameters on a scale of 1-5(1 being ‘Strongly Disagree’ and 5 being ‘Strongly Agree’) as to what makes you watch an entire ad without wanting to change the channel? (Please select one in each row)

Strongly Disagree Disagree Neither Agree

nor Disagree Agree Strongly Agree

Preferred brand 1 2 3 4 5Music 1 2 3 4 5Graphics / Special Effects 1 2 3 4 5The models in the ad 1 2 3 4 5Humour in the ad 1 2 3 4 5Emotions in the ad 1 2 3 4 5The ad is of my preferred brand 1 2 3 4 5The ad stars my favourite celebrity 1 2 3 4 5

Creativity of the ad 1 2 3 4 5Duration of the ad (10-15sec) 1 2 3 4 5Stunts performed in the ad 1 2 3 4 5Storyline of the ad 1 2 3 4 5Frequency of the ad (does not air regularly) 1 2 3 4 5

Clarity of the ad 1 2 3 4 5Believability of the ad 1 2 3 4 5Product category 1 2 3 4 5Jingle 1 2 3 4 5



Q9. Rate the following parameters of an ad that make you remember it on a scale of 1-5, (1 being ‘Least Important’ and 5 being ‘Very Important’). (Please select one in each row)

Least Important

Less Important Important More

ImportantVery

Important

Likeability (whether you like the ad)

1 2 3 4 5

Creativity (how creative was the ad)

1 2 3 4 5

Humor (if humor in an ad makes you remember it)

1 2 3 4 5

Emotions (if the emotions in ads make you remember it)

1 2 3 4 5

Vagueness (if you remembered the ad because it was very vague)

1 2 3 4 5

Frequency (number of times you saw the ad)

1 2 3 4 5

Cause related (if I like the cause it is associated with)

1 2 3 4 5

Celebrity (I remember the ad because of the presence of a known face)

1 2 3 4 5

Non-celebrity model (I remember the ad because the non-celebrity model was good)

1 2 3 4 5

Stunts performed in the ad 1 2 3 4 5



Q10. Which kind of ads do you prefer watching repeatedly? (Please select one in each row)

Least Preference

Low Preference Neutral High

PreferenceHighest

PreferenceAd which is only humorous 1 2 3 4 5

Ad only associated with a social cause 1 2 3 4 5

Ad only having a good jingle 1 2 3 4 5

Ad only starring my favourite celebrity 1 2 3 4 5

Ad which is of a brand that interest me 1 2 3 4 5

Ad that is very informative 1 2 3 4 5

Ad that tries to connect emotionally with the consumer

1 2 3 4 5

Ad which is very creative 1 2 3 4 5

Ad that has stunts performed in it 1 2 3 4 5

Ad that is my of preferred brand 1 2 3 4 5



Q11. What is your attitude towards advertisements of brands which convey a social message? (Please select one answer in each row)

Strongly Disagree Disagree


Agree Strongly Agree

I feel ads of brands that convey a social message are not important

1 2 3 4 5

More brands should get into social cause based advertisements

1 2 3 4 5

There is no difference in ads of brands that convey a social message and any other ad

1 2 3 4 5

I take less interest in watching the ad of a brand that conveys a social cause

1 2 3 4 5

I don’t like ads of brands which convey a social message

1 2 3 4 5

I don’t mind watching ads of brands that convey a social message more than once

1 2 3 4 5

I discuss the ad of brands that convey a social message with my colleague

1 2 3 4 5

I don’t recommend my family and friends to watch ads of brands that do social cause related ads

1 2 3 4 5

I write about such ads on social networking websites

1 2 3 4 5

Such ads are an important tool to increase social awareness

1 2 3 4 5

I change the channel when such ads are being aired

1 2 3 4 5

I feel brands should not get into such kind of advertisements

1 2 3 4 5

I find such advertisements to be tacky

1 2 3 4 5

I think such ads should not be aired on all channels

1 2 3 4 5



Q12. What is the impact of a social cause related advertisement on you? (Please select one answer in each row)




It makes me actively participate in the social cause 1 2 3 4 5

It does not motivate me to get socially involved 1 2 3 4 5

It motivates me to involve others 1 2 3 4 5

It does not make me socially aware 1 2 3 4 5

I look up the social cause on the internet 1 2 3 4 5

I discuss the cause with friends and colleagues 1 2 3 4 5

I give voice to the cause by writing about it on blogging or social networking websites

1 2 3 4 5

I don’t consider the brand as part of my purchase decision 1 2 3 4 5

I don’t recommend others to purchase the brand 1 2 3 4 5

Q13. What aspect of the social ads that you have seen do you recall? (Please select one answer in each row)

Strongly Disagree Disagree Neither Agree

nor Disagree Agree Strongly Agree

I remember the brand and the cause they are associated with

1 2 3 4 5

I remember the social message 1 2 3 4 5

I remember the celebrity used 1 2 3 4 5

I remember the jingles in the ad 1 2 3 4 5



Q14. Match the below mentioned brands with their respective social cause related advertisements? (Please enter the serial number of the brand next to its matching social ad campaign)

Serial No. Brand Social ad campaign Serial No.

of the brand1. Idea Nanhi kali

2. Tata Tea Conserve Fuel – switch off the car at the signal

3. Surf Excel Child education4. Aircell Teach India5. Mahindra & Mahindra Jaago re – Anti-corruption campaign6. Times Of India Save tigers7. Maruti Save trees8. HPCL Safe driving

Q15. Rate the below mentioned social ad campaigns on the basis of likeability and its impact on purchase?

Likeability Impact on purchaseNanhi kali 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10Conserve Fuel (switch off the car at the signal)

1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Child education 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10Teach India 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10Jaago re – Anti-corruption campaign 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Save tigers 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10Save trees 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10Safe driving 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10



Q16. State your agreement on the below statements.




Brands that do cause related advertisements are socially responsible

1 2 3 4 5

Social cause related advertisements have no effect on my perception of the brand

1 2 3 4 5

I can keep seeing ads which convey a social cause 1 2 3 4 5

Ads that convey a social cause have little impact on my mind 1 2 3 4 5

I avoid buying products of brands that do social cause related advertisements

1 2 3 4 5

I would not mind paying a premium for a brand that generates social awareness through its ads

1 2 3 4 5

I would associate myself with the brand for a long time if it conveys social messages in its advertisements

1 2 3 4 5

Thank You!



Appendix 2 – List of Tables

Table No. Table Name Page No.

1.1 Important Years in Advertising History 13

2.1 Overall Industry Size 14

4.1 Difference between Cause Related Marketing and Corporate Philanthropy 38

7.1 Descriptive Analysis on Time Spent by Respondents Watching TV Daily 62

7.2 Frequency of Time Spent by Respondents Watching TV Daily 62

7.3 Chi-square Test for Time Spent by Respondents Watching TV Daily 62

7.4 Descriptive Analysis on Attitude towards Watching Advertisements 63

7.5 Frequency of Attitude towards Watching Advertisements 63

7.6 Chi-square Test for Attitude towards Watching Advertisements 63

7.7 Descriptive Analysis on Advertisement Viewing Habit 64

7.8 Frequency of Advertisements Viewing Habit 64



7.9 Chi-square Test for Advertisements Viewing Habit 64

7.10 Mean on Attitude towards Advertisements 65

7.11 t test Analysis on Attitude Towards Advertisements 66

7.12 Mean on Advertisement Preference for Repeat Viewing 71

7.13 t test Analysis on Advertisement Preference for Repeat Viewing 72

7.14 Mean on Impact of Social Cause Related Advertisements 77

7.15 t test Analysis on Impact of Social Cause Related Advertisements 78

7.16 Mean on Features of Social Ads that can be Re-called 82

7.17 t test Analysis on Features of Social Ads that can be Re-called 82

7.18 Mean on Attitude towards Brands that get into Social Cause Related Ads 85

7.19 t test Analysis on Attitude towards Brands that get into Cause Related Ads 86

7.20 Tukey test on Parameters for Watching an Entire Ad 90



7.21 Anova Analysis on Parameters for Watching an Entire Ad 91

7.22 Anova Analysis on Parameters that Recall an Ad 92

7.23 Tukey test on Parameters that Recall an Ad 92

7.24 Anova Analysis on Likeability towards Various Cause Related Ad Campaigns 93

7.25 Tukey test on Likeability towards Various Cause Related Ad Campaigns 93

7.26 Anova Analysis on Impact on Purchase of Various Cause Related Ads 94

7.27 Tukey test on Impact on Purchase of Various Cause Related Ads 94

7.28 Factor Analysis on Attitude towards Social Advertisements 95

7.29 Descriptive statistics with Dependent Variable as Cause Related Ad in Recall 97

7.30 2 Way Anova with Dependent Variable as Cause Related Ad in Recall 98

7.31 Descriptive Statistics with Dependent Variable as Social Ads Repeat Viewing 99

7.32 2 Way Anova with Dependent Variable as Social Ads Repeat Viewing 100



7.33 Descriptive Statistics with Dependent Variable as Dislike to Social Ads 101

7.34 2 Way Anova with Dependent Variable as Dislike to Social Ads 102

7.35 Descriptive Statistics with Dependent Variable as Disagreement towards Brands getting into Social Ads 103

7.36 2 Way Anova with Dependent Variable as Disagreement towards Brands getting into Social Ads 104

7.37Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved

105

7.38 2 Way Anova with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved 106

7.39Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads influence on purchase decision

107

7.40 2 Way Anova with Dependent Variable as Disagreement towards Social Ads influence on purchase decision 108

7.41 Descriptive Statistics with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads 109

7.42 2 Way Anova with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads 110

7.43Descriptive Statistics with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads

111

7.442 Way Anova with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads

112



7.45 Descriptive Statistics with Dependent Variable as Cause Related Ad in Recall 113

7.46 2 Way Anova with Dependent Variable as Cause Related Ad in Recall 114

7.47 Descriptive Statistics with Dependent Variable as Ads Conveying Social Messages are not Important 116

7.48 2 Way Anova with Dependent Variable as Ads Conveying Social Messages are not Important 117

7.49 Descriptive Statistics with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads 118

7.50 2 Way Anova with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads 119

7.51 Descriptive Statistics with Dependent Variable as No Difference between Social Ad or any other Ad 120

7.52 2 Way Anova with Dependent Variable as No Difference between Social Ad or any other Ad 121

7.53 Descriptive Statistics with Dependent Variable as Discussion of Social Ads 123

7.54 2 Way Anova with Dependent Variable as Discussion of Social Ads 124



Appendix 3 – List of Figures

Figure No. Figure Name Page No.

2.1 Contribution of Advertising Revenue to Overall Industry Size 15

2.2 Growth in Online Advertising 22

3.1 Corruption Index of Countries around the World 24

3.2 Population Illiteracy Rate around the World 25

3.3 Drivers of CSR 29

4.1 Schematic Representation of Tactical and Strategic Cause Related Marketing 41

7.1 Gender Distribution across the Sample 59

7.2 Age Group Distribution across the Sample 60

7.3 Income Group Distribution across the Sample 61



Bibliography

Books Referred:-

Adkins Sue, Cause Related Marketing, 1999

Kotler Philip, Marketing Management, Millenium Edition

Reports & Articles:-

Crisil, Research Report on Media and Entertainment, 2009

FICCI KPMG, Report on Media and Entertainment Industry, 2011

IIMK, Cause Related Marketing: A Tactic or Strategy?, 2007

MIT, How social-cause marketing affects consumer perception?, 2006

UNDP publication, What drives CSR in Indian industries?, 2009

Online Websites:-

Retrieved from http://www.causemarketingforum.com

Retrieved from http://www.warc.com


Consumer Attitude and Behaviour Towards Cause Related Advertisements

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