Business and Economic Research

ISSN 2162-4860
2013, Vol. 3, No. 1

Impact of TV Advertisement on the “Response Process”

of the Private Service Holders of Bangladesh

Md. Anamul Hoque (Corresponding author)

Department of Business Administration, East West University
Plot No-A/2, Jahurul Islam City, Aftabnagar, Dhaka-1212, Bangladesh
E-mail: rubai4@gmail.com

SK Kamal Ahmed
Department of Business Administration, Leading University
83, Siddeshwari, Dhaka, Bangladesh
E-mail: tusher_leading@yahoo.com

Mahmudul Hasan Fouji

Department of Marketing, Jagannath University
9-10, Chittaranjan avenue, Dhaka-1100, Bangladesh.
E-mail: foijii@gmail.com

Received: April 20, 2013 Accepted: May 5, 2013

doi:10.5296/ber.v3i1.3549 URL: http://dx.doi.org/10.5296/ber.v3i1.3549

Abstract
Advertisements have emerged as the greatest influence on consumers. In a competitive market,
advertising can play a significant role in distinguishing a product from competition. This study
attempts to find out the impact of television advertisements on a sample of private service
holders of Bangladesh. The study is based on both primary and secondary data. Data collected
from the survey were analyzed using the Likert scale. The results revealed that consumers
accepted more product-related information of TV ads than the emotion-related ones. In
addition, Male respondents are more likely to consider TV ads as fun and excitement than

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female respondents. The study also found that respondents consider that TV ads provide
important insights about life, which can be an encouraging outcome for the marketers.
However, driving demands for unnecessary products is considered as the most harmful impact
of TV ads. Finally, based on findings a model is developed and proposed.
Keywords: Advertisement, Consumer behaviour, Response process.
1. Introduction
Advertising presents us all the myriad situations possible in a life of free choice. It provides
ideas about style, morality, behavior and so on. Advertising has become a kind of social guide
(Peter, Olson, 2005). Many people argue that advertising is a part of life and people must learn
to deal with it in the consumer socialization process of acquiring the skills needed to function in
the marketplace (Venkataramini, 1995). In this regard, television is an important source of
information for people to learn about products. However, not everything is sold on the value of
advertising. Moreover, it is true that at times advertising creates social deception (Belch, 2004).
Since the boom of the 1920s, the advertising industry has tried to convince people why they
need to purchase the newest product on the market. Even more astounding, the advertising
industry has succeeded in changing attitudes towards it (Eric et. al., 1997). In TV ads, people
often seek out images of thin models, even when they anticipate that the images will make
them feel uncomfortable. Advertising takes place in a public forum in which business interests,
creativity, consumer needs, and government regulations meet each other, and its visible social
role makes it a target for criticism (Wells et. al., 2006). As a result, today’s consumers believe
that a great deal of advertising is unethical. These people say that it raises the prices of products,
is untruthful, tricks people or targets the vulnerable. Critics argue that most advertising is more
propaganda than information; it creates needs and identify faults that consumers never knew
they had (Belch, 2004). Ads suggest that children won’t succeed without a computer, that our
bodies should be leaner, our faces younger, and our houses more decorated. They point to the
sultry, poorly dressed bodies used in ads to sell everything from perfume to beer to power tools
and argue that advertising promotes materialism, insecurity and greed (Krugman, 2001).
People find themselves as the target of many advertisements. Through research of a variety of
investigative journals & books, this reason illustrates the impact of TV ads to the people’s
response process-the thought process of people with different advertisements and their
perceptions about advertising, possible reasons or benefits of watching TV ads, customer
expectation from TV advertising & possible harmful impact of TV ads. Advertising has
changed the way people consume goods and services. However, advertising also supports
brands we like, as well as teaches us how to use new products that make our lives easier and our
health better (Wells et. al., 2006).
1.1 Related Constructs of the Study
Marketing, more than any other business function, deals with customers. It is a process by
which, companies create value for customers and build strong relationships in order to capture
value in return (Kotler and Armstrong, 2009). And building good customer relationship calls
for more than just developing a good product, pricing it attractively and making it available to

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target customers. Companies must also communicate their value proposition to customers, as it
is a crucial element in a company’s efforts to build profitable customer relationships (Kotler
and Armstrong, 2009).
A company’s total promotion mix-also called its marketing communications mix consists of
the specific blend of advertising, sales promotion, public relations, personal selling and
direct-marketing tools that company uses (Kotler and Armstrong, 2009) to communicate with
current and potential consumers (Glowa, 2002). Within this communication mix, advertising is
as old as civilization and has been used as the means of communication to buy and sell the
goods and services to the society. It is an important tool of promotion that can create wonders
with beautiful words to sell product, service and also ideas
1.1.1 Advertising: Purpose, Appeal and Message Strategies
Advertising refers to any paid form of non-personal presentation and promotion of ideas, goods
or services by an identified sponsor (Belch, 2004). Advertisers create ads with a variety of
objectives in mind from getting people to sample a product, to persuade them to donate money
for an environmental cause or vote for a political candidate (Glowa, 2002). Here are six
categories of advertising purposes, arranged from most direct to most indirect (Jones 1992 and
Bovee et al., 1995):
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, call a phone number, or mail/fax/email an
order form, and includes many of the common ads consumers see in newspapers, in-store
adverting and package advertising.
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 – a test drive or a demonstration – before making up their minds. This is
often the case for big-ticket items and such ads often include a telephone number or website so
the consumer can seek 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 encourage recall of past product satisfaction and prompt a repurchase: Ads of this nature
are designed to summon memories of past satisfaction and get customers to purchase a
product again.

To modify attitudes: One of the more challenging objectives facing advertisers is to modify
attitudes towards a product. This is often appropriate when a firm’s product has received a
bad reputation for one reason or another or if a firm is attempting to recapture customers they
lost to a competitor. Tylenol employed this strategy after its headache medication was
sabotaged with cyanide.

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To reinforce attitudes: The final category of advertising objectives seeks to reinforce attitudes
that customers already have towards a product. Market leaders (such as Coke or McDonald’s)
often use this to maintain their market share and volume

Advertisements work because they make an effective appeal to some need or desire in the
people who view, read or listen to them. The advertising appeal is an attempt to draw a
connection between the product and the audience. At the broadest level, there are two main
types of appeals: logical and emotional. Logical appeals aim for the buyer’s head, while
emotional appeals aim for the buyer’s heart. Appeals can be either positive or negative (Glowa,
2002). The most common types of appeals are based on price or value; quality; star
identification; ego; fear and/or anger; the five senses; sex, love and social acceptance; and
novelty (Jones 1992).
Once the advertising objectives and appeals have been decided, the creative advertising team
must decide how best to present the product so that the message will have the maximum impact
on the target market. Some of the more common message strategies used for creative execution
are (Tuckwell, 1998):

Testimonials: In a testimonial ad, a typical user of the product presents the message. Since
ordinary people are used, (as opposed to models or celebrities), the message is usually
perceived as being believable.

Endorsements: An endorsement is essentially a celebrity testimonial, where the advertiser

attempts to capitalize on the popularity of the celebrity.

Product demonstration: The use of a product demonstration is quite common in advertising

and centres on product performance. Several executional formats are available including the
“before and after”, which is often appropriate for diet related products, or a simple
demonstration of the product at work, which is regularly used for many household products.

Product as Hero: In the case of product-as-hero, the advertiser presents a problem situation
(using a negative appeal strategy), which is quickly solved when the product comes to the
rescue.

Torture test: In a torture test, a product is exposed to exaggerated punishment or abuse in

order to substantiate a product claim that is known to be of interest to consumers.

Product comparisons: A final message strategy compares one product against another in the
same category. To be successful, the attribute singled out must be important to consumers.
1.1.2 Communication Models of Advertising
Advertisers are constantly trying to define and model how advertising works, and from models,
they often try to pick meaningful communications objectives (Bovee et al. 1995). This section

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reviews the current and past literature of advertising models.

1.1.3 Hierarchy of Effects Models
One of the earliest influential models was called DAGMAR, an acronym for Defining
Advertising Goals for Measured Results, a book that was first published in 1961 (Colley 1984),
also commonly known as the AIDA model (Glowa, 2002). The model was built around four
stages of communication results: awareness, comprehension, conviction, and action. Colley
argued that it is possible to pick the appropriate stage in the communication process and use it
to define advertising objectives. Since its first publication, there have been numerous
variations published, each was a variation of the hierarchy of effects model since they show
several phases of communication, progressing from initial awareness up to the decision to
make a purchase (Jones 1986). Lavidge and Steiner (1961) first suggested that consumers
respond in terms of a hierarchy of effects, which is a sequence of stages a prospective buyer
goes through from initial awareness of a product to eventual action.

Awareness Interest Evaluation Trial Adoption

Or

Awareness Knowledge Liking Preference Conviction Purchase

s
Figure 1. Lavidge and Steiner hierarchy of effects model
Such models present a learning process by which consumer’s progress through a series of
predetermined functions to complete the buying process. These models assume that a purchase
will only be made when all the steps in the hierarchy of effects have been completed. The
model is dynamic in that each single step in the sequence depends upon the preceding step
(Glowa, 2002). Hansen (1972) concludes “A major problem with this model is to identify all
the single steps in the process, and it is questionable whether the assumption is valid that all
consumers pass through all steps.” It is common practice to group these models into the
standard AIDA hierarchical model as illustrated below (Glowa, 2002):

Awareness Interest Desire Action

Figure 2. AIDA model

Whatever the variety, a hierarchy-of-effects model is based on the assumption that people first
learn something from advertising, then form feelings about the product in question, and finally
take action (for example, purchasing a product) (Glowa, 2002). This order of stages is often
called the learn-feel-do sequence (Bovee et al. 1995). While accepted because of its simplicity,
advertising does not always work in such a clear, straightforward, and logical manner.
Therefore, Robertson (1971) modified the traditional hierarchy model and proposed that some
consumers, under certain conditions, might follow a sequential path for some products. The
dotted lines in the figure below are feedbacks that can alter outcomes. Other decision patterns
on the bottom of the illustration track customers as they detour from the formal sequence of the

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hierarchy. This suggests that consumers can learn from previous experience and swerve from
the awareness to purchase pattern (Glowa, 2002).

Awareness Interest Desire Action

Figure 3. Robertson’s modified AIDA model

Robertson’s model maintained the learn-feel-do sequence common to the hierarchy of effects
class of models, but made it more flexible by recognizing the importance of learning, and he
also accounted for non-standard sequences (Glowa, 2002).
1.1.4 The FCB Model
Richard Vaughn (1980, 1986) researched how advertising works, and how best to establish
communications objectives. This introduced the Foote, Cone, Belding (FCB) strategy matrix,
suggesting that advertising works differently depending on the product involved.
Thinking Feeling

High involvement 1. Informative 2. Affective

Learn-Feel-Do Feel-Learn-Do

Low involvement 3. Habit forming 4. Self-satisfaction

Do-Learn-Feel Do-Feel-Learn

Figure 4. Vaughn’s FCB model

Vaughn’s work allows advertisers to select the communication method based on the type of
product they are advertising, and the attitudes that consumers are likely to have towards the
product (Glowa, 2002).
The matrix divides advertising strategy into two dimensions based on thinking versus feeling,
and low involvement versus high involvement. The model is powerful because it
accommodates different versions of the learn-feel-do sequence and suggests different
advertising strategies for each of the four quadrants (Glowa, 2002).
This grid (figure 4) delineates four primary advertising strategies – “informative”, “affective”,

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“habitual” and “satisfaction” – with their most appropriate traditional and variant
hierarchy-of-effects models (Glowa, 2002). Vaughn (1986, also Rossiter et al. 1991) identified
250 product categories for recently purchased products on the basis of involvement and the
think – feel dimensionality.
1.1.5 The Cognitive Response Model
A cognitive response is the attitude a consumer depicts after watching an advertisement. The
consumer will either agree or disagree with the message and may transmit the message to
previous beliefs about the particular product. Consumers’ everyday environment contains a
great deal of information, large parts of which are created through marketing strategies (Peter
& Olson, 2007).

Exposure to
environmental
information

Interpretation process:
Attention
Comprehension

Knowledge, meanings & Memory

beliefs Knowledge, meanings
& beliefs
Integration Processes
Attitudes and
intentions
Decision Making
Behavior

Figure 5. Consumers’ Cognitive Processes model ((Peter & Olson, 2007).

For example, marketers modify consumers’ environment by creating advertisements and
placing them on TV. For the advertisement to be effective, consumers must encounter them.
Exposure often occurs though consumers’ own behavior. They turn on the TV and switch to the
favorite show. Once, exposed, they must attend to and comprehend the advertisements (Wells
et. al., 2006).
This study will conceptualize the cognitive response model shown above exhibiting how
consumers attend to the marketing information that they are exposed to. The study would also
explore how consumers comprehend this information by constructing meanings into
knowledge structures. Finally, based on the findings this paper would propose a model
incorporating the other communication processes.

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2. Objectives of the Study

The broad objective of the research is to identify and measure the impact of TV ads on the
response process among private service holders. In pursuit of achieving the broad objective, the
research will also address the following objectives:
a) To identify the reasons or benefits behind watching TV advertisements, taking into
consideration peoples’ beliefs.
b) To identify the harmful impact of TV advertisements on the audience.
3. Research Methodology
The relevant data of the study were collected from both primary and secondary sources.
Secondary data were collected from different journals, books and websites to provide
theoretical background to the research problem. On the other hand, primary data were collected
through questionnaire. Out of 100 questionnaires, 70 were administered to the private service
holders of Dhaka city and the rest were administered to the same kind of respondents of
Jamalpur city. As a technique non-probability, judgmental sampling was applied as it is useful
to obtain information from a very specific group of people. The questionnaire was divided into
four parts. Parts two, three and four included the questions specific to the research problem.
Questions in part one were associated to the demographic profile of the respondents. Five-point
Likert scale (1 for strongly disagree to 5 for strongly agree) was used to measure consumer
response regarding TV advertisements. Finally, the gathered data from the survey were
analyzed using statistical techniques. The general information were analyzed using simple
tabular presentation. Rest of the questions were analyzed using weighted average, tabular
presentation & cross tabulation.
4. Analysis and Discussion
4.1 Demographic Profile
4.1.1 Gender
The numbers of male and female respondents of this research were 70 and 30 respectively.
Table 1: Respondents (Gender based)
Gender Responses
Frequency Percent
Male 70 70
Female 30 30
Total 100 100

4.1.2 Age
Among the seven age groups of respondents, 12 (6+6) percent respondents of Male & female
were within the below 25 years age group. The largest age group of was 26-30 years, which
constituted 30 (20+10) percent of respondents. 23 (17+6) percent of the respondents were in
the age group 31-35 years. The third large age group of respondents was 36-40 that represented
21 (16+5) percent of total respondents.

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Table 2: Respondents (Age based)

Male Female
Age
Frequency Percent Frequency Percent
Below 25 Years 6 6% 6 6%
26-30 20 20% 10 10%
31-35 17 17% 6 6%
36-40 16 16% 5 5%
41-45 5 5% 3 3%
46-50 6 6% 0%
Total 70 70% 30 30%

4.2 Reasons/Benefits behind Watching TV Advertisements

First, the study tried to explore the major reasons or benefits of watching TV ads from the
respondents’ perspectives. They (respondents) were asked to express their opinion by rating
prescribed factors of benefits on a scale from 1 to 5 (5 being the most important and 1 being the
least important). The weighted average score for each criterion is shown in the table 3. It can be
noted from the table that relevant information about the product as a reason to watch TV ads
was scored high by the respondents (weighted average 4.15, table 3). However, excitement as a
factor ranked lowest (weighted average 2.61, table 3). Apart from these, it was also revealed
that respondents watch ads in order to get important message, take help to search best product
to buy, made judgment between products and some respondents believe that ads teach them
how to respect others.
Table 3: Reasons behind watching TV ads
Reasons/Benefits Mean rank
Relevant information about product 4.15
Provide important message about product 3.99
Help me to search for the best product 3.93
Help me to take purchase decision 3.86
Help to Judge between products 3.81
Educate to respect others 3.51
It speaks of my expectations 3.19
Fun & enjoyment 3.17
Excitement 2.61

4.2.1 Demographic Significance

50% respondents from the age group 26-30 and 74% respondents belonging to the age group
below 25 watch TV ads as a form of pleasure. However, almost 68% respondents of 36-40 age
group does not consider TV ad as fun and enjoyment. Moreover, 60% respondents of 36-40 age
group & 44% respondents of 41-45 age group believe that ads teach people to respect each
other. Uniformity has been displayed by people of all ages regarding the fact that ads provide
relevant information about product & help to take wiser purchase decisions. In terms of gender,
male respondents are more likely to consider TV ad as fun and excitement than female
respondents are.

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4.3 Impact of TV Ads

Respondents were asked to indicate their level of agreement on a 5 point Likert scale
(1=strongly agree to 5=strongly disagree) with a series of statements regarding the impacts of
TV ads (table 4).
Table 4: Impacts of TV ads
Statement WA Description
SA% A% N% SD% D%
TV advertisemenet____
violate public standard of good 74% respondents disagree on this
1 5 20 47 27 2.06
taste statement.
create insecurities Only 6% respondents think TV ad
0 6 14 35 45 1.18
creates insecurity.
55% respondents agree on this but
create false want & hope
8 47 27 14 4 3.41 27% respondents remain
inconclusive.
59% respondents do not think in
market dangerous product
1 15 25 38 21 2.37 the same way. Only 1 respondent
strongly agree.
target vulnerable groups 12% respondents agree where as
2 10 21 40 27 2.20
67% disagree on this issue.
use ideas, words or images that None of the respondents strongly
0 23 38 32 7 2.77
are distasteful. believe on this statement.
Majority (40%) of the
use inappropriate message about
2 27 40 25 6 2.94 respondents are not sure about
product.
this issue.
48% respondents remain
use ideas, words or pictures that
7 23 48 18 4 3.11 inconclusive regarding the
are sensitive
statement.
make false, deceptive or Only 10% respondents opposed
14 42 34 9 1 3.59
misleading claims about product on this concern.
use unfair comparison between 43% respondents agree but a
5 38 46 10 1 3.36
products majority (46%) is not sure.
creates endorsement or display Most of the respondents (42%)
7 35 37 18 3 3.25
that lie. have the same opinion.
use panic or shock tactics to Only 8% respondents differ with
17 33 42 5 3 3.56
attract this statement.
53% respondents agree. None of
plays a major role in influencing
10 43 37 10 0 3.53 them strongly opposes and 37%
& transmitting social values.
remain indecisive.
Majorities (59%) have the same
provides ideas about life style 17 42 30 9 2 3.63
opinion.
provides ideas of morality Most of the respondents (47%)
4 34 47 11 4 3.23
remain indecisive on this agenda.
Only 2% strongly agree. Majority
contribute to cultural pollution 2 28 37 25 8 2.91
(37%) remain inconclusive.
Notes: SA=strongly agree, A=agree, N=neutral, DA=strongly disagree, D=disagree, WA=weighted average

It can be an encouragement for the marketers that respondents think TV ads depict the ideas
about life, which scored top (3.63, table 4). This is further strengthened by the fact that 59% of
the respondents agreed upon this. However, 56% respondents agreed that TV ads make false,
deceptive or misleading claims about product, demonstrated by the score of 3.59 (table 4).
Moreover, it can be noted from the table that most of the respondents do not consider that TV

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ads violate public standard of good taste, create insecurities, target vulnerable groups, market
dangerous products and use inappropriate messages.
4.4 Most Harmful Impact of TV Ads
Here respondents were asked to rate the most harmful impact of TV ads on a scale from 1 to 5
(5 being the most important and 1 being the least important). The weighted average score for
each criterion is shown in the table 5. Driving demand for unnecessary products was
considered the most harmful impact of TV ads by the respondents (4.05, table 5). Unfair price
claims and confusing guarantees & warranties are other two important impacts perceived
negatively by the respondents.
Table 5: Harmful impacts of TV ads
Probable harmful impact Mean rank
Drive demand for unnecessary products 4.05
Unfair price claims 3.77
Unclear guarantees & warranties condition 3.57
Sexual appeal 3.34
Manipulate emotion unnecessarily 3.28
Lack of authentication 2.84
Untrue information about product 2.81

4.4.1 Demographic Significance

Respondents of all ages agreed that TV ads drive demand for unnecessary products. This is
further strengthened by the fact that 80% respondents of 26-30 & 31-35 age group, 65%
respondents of 36-40 age group, 66% respondents of 41-45 age group, 75% respondents of
below 25 age group have showed homogeneity regarding this harmful impact. Besides, Most of
respondents disagreed that TV ads provide untrue information that is supported by the fact that
50% respondents of 31-35 age group & 83% respondents of 46-50 age group disagreed with
this statement. Moreover, 50% respondents of 26-30 age groups disagreed with TV ads lack
authentication of product, whereas 57% respondents of below 25 age’s group agreed with this
statement.
4.5 Conceptualizing the Cognitive Response Model
The cognitive response model has been conceptualized, integrated with the FCB model and
proposed in this study. It can be noticed form the model in figure 6 that TV ads are interpreted
as worthy to make a right purchase decision as well as pleasing.

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Exposure
Consumer watch TV ads

Interpretation
R Memory
Help making right purchase decision by
E Specific information
providing relevant information of
A Demographic regarding products
products and learn to respect each other
S variance (features, benefits,
O It is pleasurable and fun to watch but exists. positioning)
N sometimes make useless attempts to
S
entice excitement Forming both
positive and
negative beliefs
I Provide ideas about life without
M violating public standard of good taste
Demographic Improved
P and using inappropriate sentence.
variance knowledge structure
A and better recall
Make false, deceptive or misleading exists.
C
T claims about product and drive
demands for unnecessary product.

Integration
Development of attitude towards brand
by combining product knowledge and
affective feelings (i.e., likings or
disliking)

Behavior
Final decision to purchase or not to Feel-think-do Think-feel-do Feel-do-think
purchase based on knowledge and
feelings
Think-do-feel Do-feel-think Do-think-feel
Alternative behavior path based on Ad
objectives:

Figure 6. Proposed model from the study

Respondents create personal knowledge and belief on one hand that TV ads provide insights
about life and on the other hand, make deceptive claims. However, demographic variance is
observed in interpretation process. The model also depicts that consumers develop favorable

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and unfavorable attitude towards the advertised brand, which finally decides the purchase
behavior. Moreover, the final behavior path varies by the objectives of the advertiser.
5. Limitations & Scope for Further Research
The major limitation of the research is that the sample size is small as there were only 100
respondents, which seem to be too small to represent the whole population of television
viewers in Dhaka city. Moreover, unequal distribution of respondents across different survey
areas is another limitation. More insight could be realized if the respondents were distributed
equally in all the survey areas. Despite these limitations, this study can be a starting point for
more similar research. Studies may be carried out with respondent from diverse demographic
profiles to get a more in depth understanding of their purchase behavior. In addition, future
studies can explore the impact of ads in other media like print, radio, internet etc in order to find
out which one is the most effective.
6. Conclusion & Recommendations
6.1 Conclusion
Television and advertising together present a lethal combination and has become an integral
part of modern society .It is the most convenient route to reach not only adult consumers but
also the adolescents. Young people are manipulated by advertisement promise that the product
will do something special for them, which will transform their lives. The results of the study
revealed that the young people viewed TV advertisements with interest and found them
entertaining and informative. The research reveals that TV ads provide helpful information
about product to the customer. However, advertising also supports brands we like, as well as
teaches us how to use new products that make our lives easier and our health better. The
manufacturers should, therefore, take care to provide all the information, which would help the
consumers in decision making process.
6.2 Recommendations
Several recommendations are drawn based on the findings of the research. Firstly, relevant
information about the product is the important one for viewing advertisements. Respondents
not only view advertisements as a form of enjoyment, excitement but also seek to find
something in ads that is facilitating to purchase best or better product. So, in this sense
advertiser must consider this issue while making ads. Secondly, though advertisements have
lots of reimbursement, but it has some unenthusiastic impact. A number of ads generate
redundant demand of a product i.e. after watching advertisements; viewers feel the demand for
that product, although he or she does not need that. On the other hand, unfair price claims,
untrue information, sexual appeal are the foremost issues that generate harmful impact in the
response process. One of the most significant issues in today’s ads is to manipulate emotion
unnecessarily towards the brand. This issue creates positive behavior in the short term, but after
realized consumer memory store pessimistic beliefs about that brand. Therefore, marketers
should think about the careful use of emotion to promote a brand. Thirdly, this study shows that
advertising plays a major role in influencing & transmitting social values, sometimes provide
ideas about life style, morality etc. Advertising can really be effective if they can blend the

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product message with the social message.

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