The impact of advertising on students: an empirical study of students from Goa

Advertising is a subset of promotion mix which is one of the 4ps in the marketing mix i.e. product, price, place and promotion. It is accused of encouraging materialism and consumption, of stereotyping, of causing us to purchase items for which we have no need, of taking advantage of children, of manipulating our behavior, using sex to sell, and generally contributing to the downfall of our social system. The study was carried out to analyze and compare the influence of TV advertisements on the buying behavior and spending patterns, the general impact of advertising on students, the attitude and behavior of students towards advertising. For the purpose, the data was collected from 2108 students from all over Goa. In all, 41 Schools, 32 Higher Secondary, 17 Colleges were visited for the purpose of collecting the data besides University. Based on the information available from the study, it was concluded that (1) Advertisements do not influence the spending pattern and buying behavior of the students, (2) General impact of advertising on students is positive. (3) The attitude of students towards advertising found to be positive and (4) The student's behavior towards advertising also found to be positive.