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Advertisements
published or broadcasted through various mass media directly or indirectly
influence the consumption habit of the people of Mahadevstan V.D.C. And
children are affected mostly, and mainly negative impact is as a result of
advertisement.
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Table of Contents
Structure of Report
Chapter 1:
Introduction
Background
Mahadevstan V.D.C.:
Introduction
Location & population
Chapter
2: Methodology
Study
Objectives
Research Design
Quantitative
information Qualitative
information
Limitations
& constraints
Chapter
3: Findings Effectiveness of
medium Use of advertisement The
group most affected by advertisement Positive side Negative side The causes of the high and low impact of
advertisement 1. Age group 2.Economic status of person
3.Education 4.Others
Chapter
4: Conclusions & Recommendations
Conclusions
Recommendation
Reference:
Chapter
1: Introduction
Background
In the European countries, the work of research is being
very managed, systematic and scientific along with the increment of media
effect. Research is widely being carried out in some of the Asian countries as
well. In the context of Nepal, though the media research is not developed
scientifically and managerially, the work has begun in this field.
History of Research
in Nepal
The history of research in Nepal is not very old. Nepal was not able to progress even in the
field of media before 2007, during the regime of the Ranas.Though the Nepali
media was in the phase of development in the year 2007 to 2017, it again faced
the tragic end as soon as the Panchayat system came in rule in 2017 B. S. And
again after the restoration of democracy in the year 2047, the work again began
in the field of Nepali media and research.
Mass media scholars divide the development of Nepali mass
media research in 4 phases.
1.
Before 2007 B.S
2.
From 2007 B. S to 2017 B. S
3.
From 2017 B. S to 2046 B. S
4.
From 2046 B. S till now.
We
can know from the history that, in the 1963 Hem Hamal and an American citizen
conducted a research on radio listeners. Similarly, we can find that Ram Raj
Poudel did a research for a book in 2024B.S. In the same way, we can find that Lal
Deusa Rai did a research on family planning and its effects in the decade of
1990.
This research is based on the study of
effects of advertisement. We can find the timely researches done by the various
private companies on the effects created by the advertisements. Some big and
multinational companies do the research in order to find out the effectiveness
before giving their advertisements in any mass media.
But very less research has been done
on the aspects of the broadcasted and published advertisements. Furthermore we
could not find the free media organizations doing research on this matter.
This
research presentation is aimed to the study of the effects of the
advertisements published and broadcasted. Now in the situation when the advertisement
and media are like the two sides of the same coin, this research could be effective.
In this research report prepared on the effect of advertisement, it includes
the effect of advertisement, fact about the mostly effected group by the
advertisement and the target audience or group of the advertisement.
Mahadevstan
V.D.C.:
Introduction
Mahadevstan
V.D.C.lies in the western side of Kathmandu valley. It is about 10km west from
the valley. It has the parts of Balambhu, Mata Tirtha and Satunggal at its east,
parts of Thankot V.D.C and Mount Chandragiri at its west, Dahachowk V.D.C and
parts of Thankot V.D.C at its north and parts of Gumalchowki and Chandragiri at
its south.
This
V.D.C is mainly inhibited by the people of Newar community. Then there is also
the community of Chhetry, Brahman, Magar, Lama, Sarki, and Damai respectively.
This
V.D.C is in between 27°27’ to 27°49’ north longitude and 85°10’ to 85° 32’ East
latitude. It is at the altitude of 4700 feet from the sea level.
There
are police station, post office, health post, telecom
office and other government offices in this V.D.C. Sagarmatha satellite centre
which is considered to be very important for the Nepali communication and
tele-communication also is in this village development committee.
Population & Other information
Mahadevsthan
V.D.C.lies in election area no. 10 of Kathmandu district. There are 12 schools
along with 2 government high schools in this V.D.C whose literacy rate is
59.38%.
More
than 80% population of this locality is Hindus. The main occupation of the
people living here is agriculture and horticulture. Very less number of people is
engaged in job, and very few do business. The population of this V.D.C is 6546.
The life of this village has been eased by the 2 cable network connections.
There are around 700 telephone lines distributed in this V.D.C. Almost all
houses have access to radio and television. The rate of migration into this
V.D.C is, these days increasing as it is near to capital city Kathmandu.
Chapter 2: Methodology
Study Objectives
The
main objective of this research is to find out the effects of advertisements
published and broadcasted in various mass media in Nepal. The main objectives
of this research can be presented in the following points:
Ø To find out the effects of advertisements
published or broadcasted in newspapers, radio or television
Ø To find out the mostly effected group by the
advertisements
Ø To find out whether the advertisements give
positive or negative effect on the receivers
Ø To find out in which media will be much
effective to give(publish/broadcast) the advertisement
Ø To find about more or less effect of the
advertisement.
Research Design
It
is necessary to follow certain rules and design while doing the research. The
main aim of this research is to find out how people of Mahadevsthan are using
the mass media and what they are achieving from these medias. So in this
research, we have used the observation method, interview method and
questionnaire method to find out the effectiveness of advertisements in Nepal.
Quantitative information
For
the population and the other situations of Mahadevsthan, the census of 2058 has
been consulted or referred. Similarly we came to know about the how about of
the people of various castes, religion, etc living there through the help of
research done by the V.D.C itself.
And
to find out about the media effects, certain designed questionnaire was
prepared and 50 people (sample population) of all wards were asked to fill up
that questionnaire. And the data collected from this very questionnaire method
is taken as the base (main source) of this research.
Qualitative information
For
the research it is necessary to know about various other related factors besides
factual information. To find out such facts, various methods were applied.
- Literature Review
- Personal meeting and discussion
- Observation
Limitations & constraints
As very limited
source and materials were used to do the research, we could not reach to the
depth though having many other places for the study. And in the same way time
limitation also raised the problem.
Similarly we had to
face the linguistic problem in the old villages of the Mahadevsthan V.D.C.
During this research we had to face such limitations and constraints.
Chapter 3: Findings
Effectiveness
of medium
During
the research, we had given priority to find out advertisements
published/broadcasted through which media is more effective. To the question
“Advertisement of which media is much more effective?” in the questionnaire for
the research, we got the following results from the answer.
Newspaper
is effective- 30%
Radio
is effective- 16%
Television
is effective- 54%
Use of advertisement
During the
research, we also tried to find out how much the people consume the daily used
materials based on the advertisements published or broadcasted. On the question
“How much do you use the materials of which you have heard/watched/read the
advertisements of?”, and we got the following result from the answers ticked.
Less/Some 68%
Mostly/almost all 20%
Never/No 12%
Group Most Affected by Advertisement
It
was seen that children are mostly affected by the advertisements. During the
research some parents even said that advertisements have negatively affected
their children. They also opined that these days the advertisements affecting
the child psychology, like the attraction though various gifts have increased
the rate of impression. And while filling the questionnaire too, they chose the
children as most affected group.
In
the question prepared during this research, it also asked “ In your family,
which group or who is mostly effected by the advertisement?” We got the result
as such:
Children 87%
Youths 13%
Old
aged/elders 0%
Positive side
To
get to know about the new materials in the market is taken as the positive
aspect of advertisement by the consumers. And some also opined that
advertisements help in knowing the quality of the mass production. Some also
opined that because of the increasing competition, audiences do not get
cheated. According to the cast of direct
participants of this research, following were the positive sides found out:
1. Get the information about the new products
2. Easy to select the goods because of the
increasing competition
3. Can know the quality/standard of the product
Negative side
Almost
all of the participants also opined that advertisements published/broadcasted
also have the negative aspects as well. Almost all the participants we filled
up the questionnaire, who are also the guardians, said that advertisements have
been negatively affecting the children. And some others also said that it
unnecessarily have been increasing the expenses of the people.
Major findings
During
the research of the effects of the broadcasted/published advertisement, some
important facts came out. In the research done on 9 wards of Mahadevsthan
V.D.C,50 people, by filling up the questionnaire form, were the direct
participant in the research. Similarly we also tried to find out the activities
and opinion of many others through other methods like discussion, survey, etc. Following
were the major finding of the research:
Effectiveness of the media: We found out that most people take the
television as the most effective media. According to the people of Mahadevsthan
V.D.C, television is the most effective media as we can both watch and listen
to the advertisement in the television, and it helps in solving our queries
like what, which, how,etc.
About the use: In the matter concerned to the use of goods on the basis of
advertisements published and broadcasted, almost 20% said that they buy the
goods on the basis of the advertisements they hear, view or read. While 68%
said they consume very little because of the advertisement. And rest 12% said
that no advertisements influence them in any ways.
Mostly affected or influenced group: Almost all people said that advertisements
have influenced the children to the most and furthermore, basically negatively.
After that, according to the participants, youths are influenced.
Positive aspects: To get to know about the new materials in the
market is taken as the positive aspect of advertisement by the consumers. And
some also opined that advertisements help in knowing the quality of the mass
production. Some also opined that because of the increasing competition,
audiences do not get cheated.
Negative
aspects: Almost all of the
participants also opined that advertisements published/broadcasted also have
the negative aspects as well. Almost all the participants we filled up the
questionnaire, who are also the guardians, said that advertisements have been
negatively affecting the children. And some others also said that it
unnecessarily have been increasing the expenses of the people.
Causes of High and Low Impact of
Advertisement
1. Age group
We
came to realize that age group plays a very vital role in deciding whether the
reader, viewer or the listener of the advertisement consume the goods being
advertised or not. Like, advertisement attracting the children turned out to be
effective, and also the youths were seen attracted by the advertisements of
latest fashion, film, etc. So we can also say that advertisement in the mass
media also depends on their target audience.
2. Economic status of person
Similarly,
the consumption of goods being advertised also depends upon the economic status
of the readers, listeners or viewers of the advertisement. We found that though
being highly influenced by the advertisements they could not consume the
desired things because of their poor economic condition.
3. Education
Another thing affecting the effectiveness of
the advertisement is the academic status of the user of mass media. During the
research, the educated participants said that it is harder to believe in the
advertisement at once whereas the uneducated believed highly in the
advertisements.
- Others
Besides
the above mentioned factors, other factors affecting the effectiveness of
advertisements were also seen.
Ø It was found that if the same advertisement is
published/ broadcasted, it’s less effective.
Ø To impress all or to reach the heart of all
the consumers, the pictures shown and sound/voice used also needs to be
effective/ impressive.
Ø It was also found that advertisements with
jingle were in the mouth of people, they know it by heart.
Chapter 4: Conclusions &
Recommendations
Conclusions
Following are the conclusions drawn after the
study of media impact in the Mahadevsthan V.D.C:
Ø The effectiveness of the advertisement depends
also on the nature of communication media. Like, television is found to be more
effective than radio and newspapers.
Ø The range of influence by the advertisement
depends also on the age group, education status, etc.
Ø Generally children are affected by the
advertisement.
Ø The presentation of the advertisement is also
the factor influencing the effectiveness of the advertisement.
Ø If the same type of advertisement is used for
long span, it also lessens the effectiveness of the advertisement.
Recommendations
Eventually, after keeping these facts in mind,
it is necessary to be informed, alert and cautious while publishing or
broadcasting the advertisements. It also should be pre-judged well about what
nature or kind of advertisement should be published or broadcasted in which
media.
Ø In
respect to effectiveness, it was found to be effective to broadcast the
important advertisements through television.
Ø After
television, radio was found to be more influencing to the old and newspaper to
the youths. So it was found that it is effective to design the advertisement
keeping in mind the target audience.
Ø While
publishing or broadcasting the advertisements, children were found to be
effected mostly. So we can say that it is necessary to do the study on the
effect that may be done on the child psychology before designing the
advertisements.
Ø It
may cause negative effect on the people if they are not able to consume the
essential advertised material though being highly influenced by the
advertisement, or though the advertisement turns out to be very effective. So advertisement
should be given in the program in such a way that it is also affordable by the
target audience of the very program.
Reference:
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Ø Mass Communication Theory, Uma Narula
Ø Professional Journalism, M. V. Kmath
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