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Subject: Marketing Management × End date: 2013 × Start date: 2011 × Type: Thesis × Thesis Type: M.B.A ×
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    A STUDY OF OPINION AND SKEPTICISM OF ADOLESCENTS TOWARDS T.V. ADVERTISING
    (Punjab Agricultural University, 2013) Dewan, Esha; Babita Kumar
    he present study was conducted to study the opinion and skepticism of adolescents towards T.V. advertising. Opinion and skepticism of selected adolescents towards T.V. advertising was studied with the help of two structured questionnaires. The opinion of the respondents was studied with the help of scale developed by Pollay and Mittal in 1993. It is a thirty item scale which studies the three Personal use factors i.e. product information, social role and image, and hedonic/pleasure and four societal effects i.e. good for the economy, materialism, value corruption, and falsity/no sense. Skepticism of adolescents towards T.V. advertising was studied with the help of a 9 item scale developed by Obermiller and Spangenberg in 1998. The total sample size of 200 adolescents was selected taking 40 students each of class 8th to 12th from 4 schools in Ludhiana City. It was found that the opinion of adolescents towards advertising was quite favourable. Not much skepticism prevailed. They consider advertising to be informative keeping them up to date and entertaining. Although they did believe that advertisements make the society materialistic and corrupts their values