Viewer's Perception About Ethics in Television Advertising with Reference to Young Adults (18-25)

Abstract

Television being the most prominent and powerful means of communicating the promotional message, due efforts are taken by marketers to communicate the message effectively. However, many leading organizations do not take efforts to understand the consumer psychic and viewpoint of the receiver. An effort has been made by the researcher to understand how an ad is received and perceived in terms of ethics by a specific age group i.e. young adults. This research paper is written with an aim to study the Viewer's perception of ethics in television advertising with reference to the food and beverage sector in the Pune region. Select areas of the Pune district i.e Kalyani Nagar, Viman Nagar, Lohegoan, vishrantwadi areas were chosen for the study.

Keywords: Integrated marketing communications

JEL Classification: Integrated marketing communications