A Study of Effectiveness of TV Advertisement in India, with Reference to Ponds Men Face Wash

Abstract

Advertising as a marketing activity has been gaining tremendous importance over the years and so is advertising research. The need for research on the effectiveness of advertising increases as the ad spends increase. This paper is based on findings of a study on effectiveness of TV advertisements of Ponds men face wash. The study provides interesting insights in an upcoming and new category of male grooming products. The paper talks about a product, which has been the most recent launches of one of the biggest TV ad spenders of India–HUL (Hindustan Unilever Ltd). The paper will reflect upon the levels of Top-Of-the Mind (TOM), aided and unaided Advertisement Awareness of Ponds men face wash. It will also highlights the relationship between Purchase Intention and Attitude towards Brand and Attitude towards Advertisement of this product.