Chapter One

Introduction
Introduction:
Advertising is a paid non-personal communication using various methods like (television, radio billboards and flyers) to reach the audience or the reader to have what we call in marketing brand awareness. It can influence not only the individuals attitude, behavior, life style, e posure and in the long run, even the culture of the country. In !angladesh "ellular phone users has boomed more than si cores. It is now one of the largest ta paying sectors. It seems that advertising in telecommunication sector gets more responses than advertising in other industries. #his paper deals with the impact of advertising on consumer behavior especially on young generation and more specifically on telecommunication industry. It can be said that the !angladesh telecom market has a lot of potential to offer considering strategically ignorable or somehow alterable threats. #he market looks very potential and prospective. $ots of opportunities are waiting.

Literature Review:
Ademola (%&&') studied the effect of consumers mood on advertising effectiveness. #he study is essentially an e perimental where a sub(ect deign was employed. #he result revealed that sub(ects in the induced positive mood group have a more positive attitude and grater intention to try advertised products when compared with sub(ects in the induced negative mood group. #he study suggests that advertisers should present adverts in a conte t that elicits happiness.Advertising through all mediums influence audiences, but television is one of the strongest medium of advertising and due to its mass reach) it can influence not only the individuals attitude, behavior, life style, e posure and in the long run, even the culture of the country ($atif and Abideen, %&**) +otwal et al. (%&&,b) studied the impact of #advertisements on buying pattern of adolescent girls. .e found that the advertisement played a vital role in introducing a new product in the family list and making better choice during shopping. #he girls utili/ed pocket money received every month for shopping. #he adolescent girl is influenced by #.- advertisement when he purchases clothing they were guided by fashion, friend and bouti0ues. #he respondents preferred to buy branded and standardi/ed product which are more advertised on television. 1ickel (*''&) studied the effects of commercial television on Ira0i consumer. #hey found that their television advertisement offer knowledge about the advertising company and their products. Advertising can have a powerful influence on women in case food preferences and consumption behavior. Advertising value has increased dramatically in recent years (Ayanwale et al. %&&2). In this way, 3nsal and 45ksel (*',6) states that advertised products generally are to find more favor in consumers eyes than unadvertised ones.1orden(*''*) is of the opinion that advertising is used to establish a basic awareness of the product or service in the mind of the potential customer and to build up knowledge about it.

Chapter Two
Model Specification
#he si ma(or marketing promotion tools i.e., advertising, personal selling, sales promotion, direct marketing publicity and public relation works as cooperative tools for one another to Achieve a goal, sales.

Chapter Three
Overall Scenarios
Advertising
#he advertising, as 7ones defines it is 8a sort of machine made mass production method of selling which supplements the voice and personality of the individual salesman, such as manufacturing the machine supplements the hands of the craftsman.8 It is thus a process of buying9sponsor9identified media space or time in order to promote a product or an idea. :rom a careful scrutiny of the above definition, the following points emerge. Advertising is a paid form and hence commercial in nature. #his any sponsored communication designed to influence buyer behavior advertising. Advertising is non-personal. 3nlike personal selling, advertising is done in a non-personal manner through intermediaries or media whatever the form of advertisement (;poken, written or visual). It is directed at a mass audience and not directed at the individual as in personal selling.
To encourage information search: In some cases, it is unreasonable to assume that a consumer is ready to make an immediate purchase based solely on advertising. In these cases, consumers need more information To relate product to needs: A less direct form of advertising, this category includes those ads that draw a link in the consumers minds between the product and their needs as a consumer To prompt action: Direct action advertising is designed to motivate people to act. It involves ads that try to persuade people to make a purchase,

To modify attitudes: <ne of the more challenging ob(ectives facing advertisers is to modify Advertising promotes idea, goods and services. Although most advertising is designed to help sell goods, it is being used increasingly to further public interest goals. Attitudes towards product attitudes towards a product. Advertising promotes idea, goods and services. Although most advertising is designed to help sell goods, it is being used increasingly to further public interest goals. Advertising is identifiable with its sponsoring authority and advertiser. It discloses or identifies the source of opinions and ideas.

Telecommunication Sector in angladesh #he liberali/ation of !angladeshs telecommunications sector began with small steps in *',' with the issuance of a license to a private operator for the provision of inter alia cellular mobile services to compete with the previous monopoly provider of telecommunications services the angladesh Telegraph and Telephone oard ! TT " . ;ignificant changes in the number of fi ed and mobile services deployed in !angladesh occurred in the late *''&s and the numbers of services in operation have subse0uently grown e ponentially in the past five years. #he incentives both from government and public sectors have helped to grow this sector. It is now one of the biggest sectors of !angladesh. As a populous country, its huge market has attracted many foreign investors to invest in this sector. #he telecom sector in !angladesh is rapidly emerging. angladesh Telecommunication Regulatory Commission ! TRC" is the regulatory authority for this sector, overseeing licensing, policy etc. #here are *& types of telecom operators in !angladesh. #here are = mobile phone operators in !angladesh. #hese are> ?rameenphone $td.> !randed as ?rameenphone, ;heba #elecom $td.> !randed as !anglalink, A iata !angladesh $td> !randed as @obi, Aacific !angladesh #elephone $td.> !randed as "itycell, Airtel !angla $td. !randed as Airtel, #eletalk !angladesh $td.> !randed as #eletalk #he number of mobile phone subscribers in !angladesh as of :ebruary %&&' was 62.%* million,rising to B=.6C million at the end of 7une %&**.#he problems of telecommunication sector are costing, network, confusing offer, internet service, "hange of ?overnment Aolicy #ime to #ime, !ureaucracy Aroblem, technological Aroblem, !andwidth $imitation, $ack of $ocal Dntrepreneur, #echnological Eependency, $ack of Aroper ;upervision, 1isuse of -<IA, ?lass "eiling !arrier by ?overnment <wned :irm, !arriers to Dntry, #hreat from ;ubstitute Aroducts, Aggressive ;1; and Fetwork Eisturbance. #he prospects of telecommunication sector are unsaturated Industry, Aotential Darning ;ource of ?overnment @evenue, Eensity of Aopulation (3ser), Eeveloping Dconomy (;1D), :uture Arobability of Adopting .igh $evel #echnology, Dmployment ?eneration, "omplete "ommunication Aackage, 1ore -alue Added ;ervices, !argaining Aower of ;uppliers, !argaining Aower of "ustomers and Aotential Dntrants.;egmentation, target market, positioning and marketing mi of telecommunication sector are analy/ed in this part. #he aim of the study of this thesis report is to analy/e the problems and prospects of telecommunication sector and as well as to analy/e the marketing strategy of telecom operators of this country.

Impact of Advertisement on #oung $eneration

Effect of advertisement on purchase of new brand #he research identified that B6.CG respondents after watching advertisement tried to buy new brand because for new features, benefits, 0ualities, prices and so on. Attitude on not being able to buy the new brand 6&.BG of the respondents became frustrated when they were not able to buy the desired products seen in advertisements because of financial problems, distribution problems, family decisions and so on.

<n the other hand, some became angered and disappointed for not being able to buy the new brand watched in #- commercials and the figure is %2G and C6. More frequency of advertisement increases the product demand =2G of the respondents agreed that when they observed an advertisement of a product more and more, then they became inclined to purchase that product. #he result may be e plained by the fact that when people watch continuously the features, benefits, prices and other facilities of a product, they prone to buy that product. Advertisement Influence to buy convenience products 1a(ority of the respondents (B2.BG) were of the opinion that they were influenced by #commercials to purchase different types of products like food, clothing, cosmetics, stationaries and so on Opinion about T.V. advertisement on choice ma ing 1a(ority of the respondents (==.CG) granted thatadvertisements helped them to make a better choice during shopping by providing enough information about the products or brands. ;tudents and .ousewives tend to purchase those products which are more fre0uently advertised on #-. !ut the rest (CC.BG) of the respondents were of the opinion that #- advertisements made them confused for their multiple ranges of brands or products advertised at a time. !actors affecting the purchase of different products #- advertisements affect the purchasing decision of women in case of cosmetics, food, clothing and stationary rather than other factors.I observed that television is the most important media of information regarding fashion awareness among adolescents, while friends were the ne t important source of information. In case of stationary, there is a little bit impact of other factors besides #- advertising.#he study also found that respondents consider that ads provide important insights about life, which can be an encouraging outcome for the marketers. .owever, driving demands for unnecessary products is considered as the most harmful impact of #advertisement.

%escription of the sample

Research Methodology #he relevant data of the study were collected from both primary and secondary sources. ;econdary data were collected from different (ournals, books and websites to provide theoretical background to the research problem. <n the other hand, primary data were collected through 0uestionnaire. !y the term Hyoung generation, I actually meant the people of ages ranging from *=-C2.<ut of %& 0uestionnaires, *& were administered to "omilla city and the rest were administered to the same kind of respondents of Eoulotpur. As a techni0ue non-probability, (udgmental sampling was applied as it is useful to obtain information from a very specific group

of people. #he 0uestionnaire was divided into four parts. Aarts two, three and four included the 0uestions specific to the research problem. Iuestions in part one were associated to the demographic profile of the respondents both open ended and closed ended 0uestions were used to measure consumer response regarding advertisements of mobile operators. :inally, the gathered data from the survey were analy/ed using statistical techni0ues. #he general information were analy/ed using simple tabular presentation

%emographic &rofile
$ender ?ender :re0uency 1ale :emale #otal *% , %& =& 6& *&& @esponses Aercent

Rural and 'r(an Respondents @ural 1ale :emale 2 2 3rban 2 2 #otal *& *&

Age

Among the fourage groups of respondents, =& (C&JC&) percent respondents of 1ale K female were within the below %2 years age group.
#able %> @espondents (Age based)

1ale Age

:emale

:re0uency *=-%& %*-%2 %=-C& C&-C2 C C % %

Aercent *2 *2 *& *&

:re0uency C C %*& %

Aercent *2 *2

*&

)ducation
.igh school -ocational school or "olleges

6 ( :re0uency) %

3nder graduate

?raduate #otal

Occupation ;tudent *%

<fficer !usiness owner ?overnment employee .ousewife <thers #otal

% % % * * %&

%emographic Significance
2&G respondents from the age group %2-C2 and B6G respondents belonging to the age group below %2 watch #- ads as a form of pleasure. .owever, almost =,G respondents of C&-C2 age group does not consider #- ad as fun and en(oyment. 1oreover, =&G respondents of C=-6& age group K 66G respondents of 6*-62 age group believe that ads teach people to respect each other.

Impacts of Advertisement on #oung $eneration in the Telecom Industries

Aarticulars #- ads are meant for creating brand awareness It helps in recalling brand name Ads provide ade0uate information Lhen I view a good ad I pay full attention to it I recommend good #- ads to others Ads help me make good purchase decisions I feel more inclined to buy a product after watching an ad. Ads are a nuisance #- ads are entertaining, pleasing and en(oyable

4es ( G ) 22 C& *' *2 %& C2 %& 6B C2

Fo (G) %2 6& %* 2B B& 62 22 CC %,

Eont know ( G ) %& C& =& %, *& %& %2 %& CB

"redibility of #- ads is much more than other medias I switch channels during #- ads

6& 2&

C' 6&

%* *&

Attitude on not (eing a(le to (uy the new (rand @esponses :rustrated Angered Eisappointed #otal :re0uency = B B %& Aercent C& C2 C2 *&&

#able-> T* ads influence you to (uy convenience products @esponses ;trongly disagree Eisagree uncertain Agree ;trongly agree #otal :re0uency * C C , 2 %& Aercent 2 *2 *2 6& %2 *&&

Ta(le+: )ffect of advertisement on purchase of new (rand

@esponses Lant to buy the new !rand "ontinue with your old brand #otal

:re0uency , *% %&

Aercent 6& =& *&&

Opinion regarding the role of T,*, Advertisement on (uying (ehavior @esponses :re0uency Aercent

Introducing new product in the family list. @einforcing familiarity of the product "onvincing to purchase the product.

2 , C

%2 6& *2

#ime saver

%&

#otal

%&

*&&

More fre-uency of television advertisement increases the product demand @esponses ;trongly Eisagree Eisagree 3ncertain Agree ;trongly Agree #otal :re0uency 6 C * B 2 %& Aercent %& *2 2 C2 %2 *&&

.ey /indings
. #elevision ads are still considered to be a significant medium to consumption related information and its role in successful marketing of a companys products and services. !rand awareness and brand recall is considered to be most important purpose that an ad serves.

 .umor appeal ads are preferred the most, followed by the ads portraying lu urious appeal by young consumers. Ad endorsements by film celebrities and sports personalities are most preferred by the respondents. Ads portraying e perts endorsing the products in #- are least preferred. #elevision ads are still considered to be a significant medium to consumption related information and its role in successful marketing of a companys products and services. :urther analysis reveals that young consumers possess overall a favorable attitude towards advertisements and its role in impacting their buying behavior. 3se ideas, words or images that are distasteful. 3se inappropriate message about product.

Chapter /ive
&ro(lem Identification and Recommendations

&ro(lem
Aeople are getting bored to advertisement. #echnological diversification creates problem for surviving 1edia diversification also is a problem for reaching all the target audience $ack of knowledgeable person in the field of advertising "lutter most often create problem. Ads are often misled or misguided. @e0uires huge amount of budget.

Recommendations
Aroper skill and training is necessary #o avoid clutter, suitable media and proper timing of advertising is necessary. Add more budgets.

 #o cope up with the technological diversification.

Conclusion:
#he sector of telecommunication industry in !angladesh is emerging day by day. #hough there are some problems in the sector of telecommunication in !angladesh, there are some prospects also have. If all telecom operator come in one platform for giving better service to all types of subscribers, then total industry will able to earn more profit and confidence of general subscribers. Advertising can have wide-ranging repercussions on a society more especially youth. #he findings clearly indicate that young consumers perceptions and attitude is very positive towards advertising and its role in brand awareness and brand recall. 4outh advertising is an important determinant of consumer behavior) it has been shown to have an influence. "ritics argue this because they believe that youth are more influenced by advertising messages than adults are.

References:
Ayanwale, A. !., Alimi, #. and Ayanbimipe, 1. A. (%&&2), M#he Influence of Advertising on "onsumer !rand AreferenceN, Journal of Social Science, *&(*), '-*= 1alathi, F.#. and +umar, @. +. (*','), MDffectiveness of mass media advertisements> A case study of 1ysore "ityaudienceN, Vidura %=(*)> %=-%B I1" +eneth D "low K Eonald !aack, :orth Ddition. $arkin, D. :. (*'B'). 8"onsumer Aerceptions of the 1edia and #heir Advertising "ontent.8 7ournal of Advertising (,>%), *'B', pp.2-B. ;andage and $eckenby. M;tudent Attitudes #oward Advertising> Institution vs. Instrument.N 7ournal of Advertising ('>%), *',&, pp. %'-C%

Appendi0 1:
2uestionnaires
Fame>OOOOO.. Address> OOOOOOO..

<ccupation> OOOO Age> OO..

Dducational !ackgroundO.

*. Lhat types of ad you appreciate mostP Q Dmotional Q @ational Q #hrilling Q ;ocial "oncern %. Eo you pay attention #- advertisementP Q 4es Q Fo C. Lhat type of appeals used in ads do you prefer mostP Q .umor Q Dmotion Q ;e 6. Q :un Q Informative

In what reason you watch #- adP Q #o be entertained Q #o pass time

Q #o get Information

2. Eo #- ads influence on your buying behaviorP Q 4es Q Fo

=. :actor affecting to switch to new brand in lie of advertisementP

Q Aoor product 0uality Q :alse ;tatement Q ?ap between actual and proclaimed performance
B. Eo #- ads help you to know brand e tensionP

Q 4es

Q Fo

,. Lhat types of Dndorsements in Ads do you prefer mostP

Q "elebrity Q D pert

Q "ommon Aeople

Q Animation

'. Dffect of brand choice for adP

Q !rand @ecall Q !rand repurchase Q !rand loyalty Q :eeling happy to use advertised product

Appendi0+3:
Some Sample Telecommunication Ads Sample+1

Sample+3