Can the physical attractiveness of a defendant lead to differing sentences

Can the physical attractiveness of a defendant lead to differing sentences Abstract The purpose of the investigation was to see if the physical attractiveness of a defendant has an influence of the severity of prison sentences given for a crime of fraud. An opportunity sample consisting of 10 males and 10 females taken from sixth form students at school aged 16-18 was used. A crime vignette was given to participants with a photo of the physically attractive defendant or physically un attractive defendant attached. Participants had to state whether they thought the defendant was guilty or not guilty. Participants were then told that the defendants were found guilty and were asked to assign a prison term that they felt the defendant deserved. The Chi-Square and T-Test were used to analyse the results. Observed Value of T= 30.88: Critical value at p Project Brief PB1: The aim is to see if Sigall Ostroves (1975) findings that the physical attractiveness of a defendant and the nature of the crime can lead to differing sentences are applicable to this current time period. Alternative hypothesis: The more attractive defendant will receive a lower sentence for burglary than the less attractive defendant. Null Hypothesis: There will be no difference in length of sentences given to the attractive defendant and the non attractive defendant. PB2: A directional hypothesis is being used as past research by Sigall Ostroves (1975) has shown that physical attractiveness does have an effect on the length of a sentence giving to the defendant. PB3: The chosen research method will be experimental using an independent measures design. So each group will be tested in a different condition one group will be shown a picture with a physically attractive defendant and the other group will see a picture with a non attractive defendant. PB4: Advantages Confounding variables minimised Study is in a controlled environment so the variables can be manipulated Disadvantages No control of participant variables as due to individuals differences the participants may not find the pictures attractive. There maybe a social desirability bias as participants may put what they think is the norm or socially desirable rather than what they actually think. There maybe investigator and participant effects. PB5: Demand Characteristics Participants may respond in accordance to experimenters desired response i.e. the experimenter may influence the participant in the way in which he states the scenario of the crime or by subconscious gestures. Age Group Bias All participants are between the age of 16-18 so results may not be external valid as other age groups may have different results and respond differently. Participant Bias Participants may give into social norms and may no give there true opinion when rating. They may rate pictures higher or lower than they really feel. PB6: Single Blind The participants and the experimenter will be told that the study is on studying something other than what there doing so the participants and the experimenter wont be able to guess the aim of the study. Standardise Instructions All conditions of the study are given the same standardised instructions so investigator bias is eliminated. Social Desirability Bias The results will be anonymous and confidential, giving the chance for the participants a option to withdraw at any time so the participants may not feel the need to put what the experimenter may see as the norm. PB7: 5% level of significance PB8: Deception Not telling the participants the true nature of the study by using a single blind technique. This will be overcome by debriefing the participants at the end of the study to ensure that the participants are happy. Privacy The pictures will be taking from websites which are on public domains so anyone can access them. Informed Consent Participants will be asked if they want to participate and told the basic procedures as well i.e. giving the right to withdraw etc. Withdrawal Participants will be able to withdraw at any time during the study and will be told this throughout the study. Debrief The participants will be fully debriefed as to the true aims of the study has been completed after the study. Observation The participants will not be observed. Confidentially None of the participants names will be taken and they will not be observed during the study so the results will remain anonymous. Introduction The Halo effect (Dion Walster, 1972) is the tendency of a characteristic such as physical attractiveness to influence an individuals perception of persons qualities such as intelligence, social status and personal traits. Research has found that attractive people are attributed with more positive characteristics due to the Halo Effect. Dion Walster (1972) conducted an experiment called What is Beautiful is Good and found that individuals who are seen as physically attractive are assumed by particpants to have more socially desirable personalities than those who are less attractive, and it is also assumed that attractive individuals lives will be more successful and enjoyable than individuals who are less attractive. So attractive individuals are assumed to be more sociably desired. Dion et als (1972) findings indicate that stereotyping due to individuals physical attractiveness does occur as physical attractive individuals were regarded to have more socially desired qualities and p ersonalities, and were expected to have greater personal success in there life. These results have also been supported by Griddin Langlois (2006) and Feingold (1992) who found that unattractive people are perceived to hold more negative attributes. The Halo effect has been applied in research into other areas of society. For example in school or workplaces. As a study on attractiveness in school found by Clifford Walster (1973) and Landy Sigall (1974) found that two essays which had exactly the same content were marked differently. This was belived to be due to them having pictures of the students on the essays and the more attractive person received a higher grade even though the essays were the same. This shows that physical attractiveness does affect peoples way of thinking in real life settings. Another study has shown that the halo effect has an effect in job interviews as it has been found by Dipboye, Arvey, Terpstra, (1977) and Landy Sigall, (1974) that the more attractive individuals where more likely to get the jobs offered than the unattractive individuals even though they did the same on the tasks to get the interviews. Baron and Byrne (1997) found that attractive defendants are more likely to receive lighter sentences and gain the sympathy of the jurors rather than unattractive individuals. This is believed to be due to the Halo Effect What is beautiful is good. Sigall Ostrove (1975) also found that participants who were shown an attractive photo of a defendant charged with burglary recommend almost half the average sentence of those show no photo or an unattractive photo. Stewart (1980) also found that attractive defendants tended to receive lighter sentences and were less likely to receive prison sentences than unattractive individuals. These results were further supported by Efrans (1974) study as Efran (1974) found that juries were not as certain about the guilt of attractive defendants, and therefore gave them lighter sentences/ punishments. However it has been found that there were different factors which influence the sentence giving to an attractive individual. For example the attractivene ss of an individual didnt have much of an effect on sentences when the crime was seen as very serious. Sigall Ostrove (1975) also found that attractive defendants were charged with a higher average sentences when fraud was the crime rather than the unattractive individuals or defendant with no photo. Their results showed that when the crime committed wasnt related to physical attractiveness (e.g. burglary) the participants would give lighter sentences to the attractive defendant rather than to the unattractive defendant. In contrast when the crime was related to attractiveness (e.g. swindle), the physically attractive defendant would receive a worse sentence. The Halo Effect explains these findings in that when crimes are not related to attractiveness, the attractive participants may be seen as good due to the Halo Effect and positive stereotyping. For the physically attractive crimes the juror may feel that the attractive individuals used there attractiveness as a natural advantag e to further promote themselves in society. Fraud is regarded as deceitful and is related to attractiveness thus more attractive defendants would be punished more severely. Aim: This study will replicate Sigall Ostroves (1975) study to provide further support for previous findings see if the physical attractiveness of a defendant and the nature of the crime can lead to differing sentences in this current time period. Alternative hypothesis: The more attractive defendant will receive a lower sentence for burglary than the less attractive defendant. Null Hypothesis: There will be no difference in length of sentences given to the attractive defendant and the non attractive defendant. Method: Method and design In the experiment the IV is the physical attractiveness of the defendants and the DV was the judgement that the participants gave the photos of the physically attractive defendant and unattractive defendant i.e. guilty or not guilty. An independent group design is being used so one group of participants will be tested with the physically attractive photo of the defendant and the other group will be tested with the unattractive photo of the defendant. A questionnaire was given to the male participants so ratings of the photographs of the females could be collected and so the best voted picture would be used as the physically attractive defendant and the worse would be used for the unattractive defendant. Researchers One A level student collected data. Target population and sample An opportunity sample consisting of 10 males and 10 females taken from sixth form students at school. The students who were available at the time were asked to participate in the study. All participants took part in the study and none of them declined. Apparatus/materials Pilot Study Ten photographs were selected from the websites Hot or Not and RatePeople.com labelling them 1 10. All photographs were put on to A4 pieces of paper (one per page of paper). All photos were of passport shots so the defendants were looking straight at the camera and the defendants were between the ages of 20-40. This was controlled so the participants view of the defendants didnt change due to the pose the defendant was doing or because they thought the defendant was to old and frail to go to jail or to young etc. There was as little jewellery or clothing in the pictures as possible so it wouldnt distort the participants view on the pictures as it may make the participant think the defendants were more or less attractive in the photos creating extraneous variable so this was done so it was only the defendants attractiveness being taken into account. Main Study In the main study a scenario was given to participants (see Appendix 1) and the participants had to state whether they thought the defendant was guilty or not on the participant response sheet (see Appendix 2). Two photos were used in the main study from the pilot study (the best rated photo and the worst rated photo) which were used as defendants. The best voted picture was used as the physically attractive defendant and the worse was used for the unattractive defendant. An example of one of the photographs use is shown in Appendix 3. Standardised procedures Pilot Study The participants were taken into different rooms when completing the task so they werent distracted from other students. The standardised instructions (see Appendix 4) were read to participants and consent was given. Male participants were shown the photographs of the females, and the females were shown the photographs of the men. The participants were asked to rate each of the photographs on a scale of 1 10, with 10 being most attractive and 1 being not very attractive. The participants wrote their ratings on some paper with spaces for the ratings for the 10 photographs No names were asked for. An example of a participant response is shown in Appendix 5. Main Study The best rated photo and the worst rated photo were than used as defendants. The best voted picture was used as the physically attractive defendant and the worse was used for the unattractive defendant. A different set of participants where given scenarios and asked if they would give a sentence to the defendant given to them and told to right down there answer on the participant response sheet. One group was given the physically attractive photo whereas the other group was given the unattractive photo. Participants after the task were thanked and debriefed (see Appendix 6). Controls Investigator bias was minimised by using standardised instructions. The Single blind technique was used so researcher bias, participant bias and demand characteristic were avoided by asking someone else to observe the participants during the task and telling the observer not to look at the participants while theyre doing the task to avoid participant reactivity. Participant bias was avoided by telling the participants to rate members of a opposite sex because the males may find it more difficult men in terms of physical attractiveness. Ethics Informed consent was gained as participants were given standardised instructions and told that they had the right to withdraw at any time and that their answers would remain anonymous. There was minor deception as the participants werent told the aim of the study but this was dealt with as the participants were debriefed at the end of the study. The ethical issue of using photos of people without there consent was dealt with as the photos used were put on websites where the people want there photos to be rated thus are available to the public. Results: Descriptive Statistics Summary table of the data to show the total number of guilty verdicts given to physically attractive and physically non-attractive defendants. Participants had to state whether they found the defendant given to them guilty or not guilty. A bar chart was drawn to display the results visually. The raw data given is in Appendix 7. The Sentences Given To The Defendants Physically Attractive Physically Non-Attractive Guilty 7 8 Not Guilty 3 2 Bar chart to show the difference between the number of guilty verdicts given to attractive and non-attractive defendants in getting sentences or not. Summary table of the data to show mean prison sentences in months awarded to the attractive and non-attractive defendants by the participants. A bar chart was drawn to display the results visually. The raw data given is in Appendix 7. The Mean Length Of The Sentences Given To The Defendants Physically Attractive Physically Non-Attractive Average 21.9 Months = 1.8 Years 63.6 Months = 5.3 Years Bar chart to show the difference in the length of sentences given to the attractive and physically non-attractive defendants. Results: Inferential Statistics The Chi-Square Test and T-Test were used to analyse the results. The Chi-Square Test was appropriate for the data at a nominal level of measurement in a from of categories and the data collected from independent measures. Chi Square = 0.26 Degrees of freedom = 1 Critical value at p As the observed value of chi-square was smaller than the critical value at a 5% level of significance, we cannot reject the null hypothesis and so it must be retained. The T-Test was appropriate for the data that was at a interval level of measurement in the form of numerical data as the data collected was from independent measures. Observed value of T = 30.88 Degrees of freedom = 1 Critical value at p As the observed value of T is higher than the critical value of T at a 5% level of significance the null hypothesis can be rejected. Discussion Explanation of findings The findings of this investigation found that the physical attractiveness of a defendant can lead to differing sentences. Overall the physically attractive defendant received a lighter sentence than the physically unattractive defendant. The T-Test was significant at the 0.05 level of significance supporting the assumption that the Halo effect will effect peoples views on whether a defendant is guilty or innocent. Relationship to background research There has been lots of research into whether the physical attractiveness can influence an individuals perception of persons qualities. Early research such as Stewart (1980) found that attractive defendants tended to receive lighter sentences and were less likely to receive prison sentences than unattractive individuals. Baron and Byrne (1997) also found that attractive defendants are more likely to receive lighter sentences and gain the sympathy of the jurors rather than unattractive individuals. This study supports these earlier findings and in addition shows that this bias can lead to differing prison sentences being awarded to defendants even when the crime committed is the same. This could be due to the halo effect which gives the tendency of a characteristic such as physical attractiveness to influence an individuals perception of persons qualities such as intelligence, social status and personal traits. This creates beautiful stereotypes which doesnt fit with the criminal stereotype such as scars, looking dirty etc. Although the results could be because the participants generally believed that the physically attractive defendant was guilty and the physically unattractive defendant wasnt. Limitations and modifications The study lacks ecological validity as in real life the participants would be in a jury and so there would be a discussion between 12 people of varying ages on what the punishment the defendant should receive. In this experiment 6th form students were used aged between 16-18 and they made the decisions on there own rather than discussing the defendants punishment. To improve this a simulated jury could be used where the experimenter asks 12 participants to act as a jury and discuss the sentence. Due to the participant sample used there was an sample bias as the study was on an opportunity sample of 6th form students. So the results can not be generalised to the whole population. There may have also been a problem due to demand characteristics as participants may have guessed the aims of the study and may have known what results were expected and answered accordingly. Another limitation of the study was that the experimenter knew the participants, so this may have lead the participants to write down what they thought the normal answer would be and not what they actually thought. So there may have been an social desirability bias. This could be dealt with by using a different target population and sample. Another limitation of this study is that some participants didnt find the unattractive defendant guilty as they didnt believe that she would be able to get people into bed and so voted her not guilty. Some participants also stated that they didnt believe that there as enough evidence to charge the defendants. Another limitation of the study was individual differences as the study used independent measure design and some participants said they found the unattractive defendant guilty as they didnt like her whereas some participants said they found the attractive defendant guilty as she was attractive whereas some said it was because she looked more promiscuous. Another way to make future results more reliable is to do the study again but make the participants be in groups of 12 like a real jury and see if the same results are found. This will be more reliable as in a real life juries would discuss the punishment before given defendants sentences. Implications and ideas for future research To make the results more reliable a larger sample size could be used as this would mean that more data could be analysed and this may leads to different results. Also a different age range may also lead to different results as the older people may take it more seriously. The important implications of this research shows that there is a bias in sentences given to defendants and to get rid of this bias juries may have to make there decisions by just looking at the research and maybe not be able to see the defendant in court as theres a screen in front of them and there voice is changed.

To Find Out Effectiveness Airtel Advertisements & Their Impact on the Viewers

TO FIND OUT EFFECTIVENESS AIRTEL ADVERTISEMENTS & THEIR IMPACT ON THE VIEWERS Table of Contents Introduction3 Airtel products9 Objective of Study14 Research Methodology15 Findings27 Recommendations28 Limitations of Study29 Bibliography31 Questionnaire32 INTRODUCTION (COMPANY OVERVIEW) Incorporated on July 7, 1995, bharti AIRTEL is a division of Bharti enterprises. The businesses of Bharti Airtel are structured into two main strategic groups †¢Mobility †¢Infotel The mobility business provides gsm mobile services in all 23 telecom circles in india. hile infotel business group provides telephone services and internet access over dsl in 15 circles. The company complements its mobile, broadband and telephone services with national and international long distance services. The company also has a submarine cable landing station at Chennai which connects the submarine cable connecting Chennai with Singapore. Bharti tele-ventures provides end to end data and enterprise services to c orporate customers by leveraging its nationwide fiber-optic backbone, last mile connectivity in fixed line and mobile circles. VSATs,ISP and international bandwidth access through the gateways and landing station. All of Bharti-ventures services are provided under airtel. in 2008; bharti Airtel attained its 90 million customer mark. The equity shares of Airtel are listed on the national stock exchange and Bombay stock exchange. Sunil Bharti mittal, the founder chairman of Bharti enterprises (who owns Airtel) is today the most celebrated face of the telecom sector in india. He symbolizes the adage that success comes to those who dream big and work assiduously to deliver it. Sunil Bharti mittal began his journey manufacturing spare parts for bicycles in late 1970s. his strong entrepreneurial instincts gave him a unique flair for sensing new business opportunities. In the early years, bharti established itself as a supplier of basic telecom equipment. His true calling came in the mid 1990s when the government opened up the sector and allowed private players to provide telecom services. Bharti enterprises accepted every opportunity provided by this new policy to evolve into India’s largest telecommunications company and one of the India’s most respected brands. Airtel was launched in 1995 in delhi. As the Airtel network expanded to several parts of India; the brand came to symbolize the very essence of mobile services. Since then, Airtel has established itself across India in most of the states covering a population of over 600 million people. Airtel will soon cover the entire country through a process of acquisitions and green field projects. With a presence in over 2,000 towns, Airtel today has the largest network capacity in the country. In the last nine years Airtel has achieved many firsts and unique records: it was the first to launch nationwide roaming operations, it was the first to cross the one million and the five million customer marks. It was also the first to launch services overseas. There are other ‘firsts' credited to Airtel – many of them in the area of innovative products and services. Today, Airtel innovates in almost everything that it presents to the market. An excellent example is Easy Charge – India's first paperless electronic recharging facility for prepaid customers. As evidence of its fine record, Airtel has also been conferred with numerous awards. It won the prestigious Techies Award for ‘being the best cellular services provider' for four consecutive years between 1997 and 2000 – a record that is still unmatched. And in 2003, it received the Voice & Data Award for being ‘India's largest cellular service provider', amongst others. Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened. It has managed to hold on to its leadership position in spite of the presence of other players with deep pockets – Ambani’s, Tata’s, Birla’s and Vodafone. Has coped well with regulatory changes. It continues to attract and delight customers. t has also started making its presence felt worldwide also. Recently AIRTEL has become the third largest telecom player in the world. Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business. From the creation of ‘Airtel', one of India's finest brands, to becoming the largest m anufacturer and exporter of world class telecom terminals under its ‘Beetel' brand, Bharti has created a significant position for itself in the global telecommunications sector. PRODUCTS The Company is a part of Bharti Enterprises, and is India's leading provider of telecommunications services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU's) – mobile services, broadband & telephone services (B) & enterprise services. The mobile services group provides GSM mobile services across India in 23 telecom circles, while the B business group provides broadband & telephone services in 90 cities. The Enterprise services group has two sub-units – carriers (long distance services) and services to corporate. All these services are provided under the Airtel brand. Its include Voice Services Mobile Services Satellite Services Managed Data & Internet Services Managed e-Business Services Voice Services Bharti Airtel became the first private fixed-line service provider in India. It is now promoted under the Airtel brand. Recently, the Government opened the fixed-line industry to unlimited competition. Airtel has subsequently started providing fixed- line services in the four circles of Delhi, Haryana, Madhya Pradesh, Karnataka, Tamil Nadu & UP (West). Airtel Enterprise Services believes that these circles have high telecommunications potential, especially for carrying Voice & Data traffic. These circles were strategically selected so as to provide synergies with Airtel's long distance network and Airtel's extensive mobile network. Airtel Enterprise Services, India's premium telecommunication service, brings to you a whole new experience in telephony. From integrated telephone services for Enterprises and small business enterprises to user-friendly plans for Broadband Internet Services (DSL), we bring innovative, cost-effective, comprehensive and multi-product solutions to cater to all your telecom and data needs. Mobile Services Airtel's mobile footprint extends across the country in 21 telecom circles. It's service standards compare with the very best in the world. In fact, that’s how Bharti has managed to win the trust of millions of customers and makes it one of the top 5 operators in the world, in terms of service and subscriber base. The company has several Firsts to its credit: †¢The First to launch full roaming service on pre-paid in the country. †¢The First to launch 32K SIM cards. †¢The First in Asia to deploy the multi band feature in a wireless network for Efficient usage of spectrum. The First to deploy Voice Quality Enhancers to improve voice quality and Acoustics. †¢The First telecom company in the world to receive the ISO 9001:2000 Certification from British Standards Institute Satellite Services Airtel Enterprise Services provides you connectivity where ever you take your Business. Satellite Services bring you the benefits of access in remote Locations. Airtel Enter prise Services is a leading provider of broadband IP Satellite services and DAMA/PAMA services in India. Managed data & internet services Airtel enterprises services bring a comprehensive suite of data technologies. So Airtel is able to support all types of networks and ensure the customers can manage their network to the future seamlessly. These services include: leased lines, customized solutions, metro Ethernet. Managed e-business services Airtel enterprise services offer an internationally benchmarked, carrier class hosting, storage and business continuity services. A huge range of services help the customers run their business the way they want. All this is possible because of world class high tech data centers. PROMOTIONAL STRATEGY After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market witnessed a surge in cellular services. By 2005, there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM) (Refer Exhibit I). All the players except RIM offered services based on the Global System for Mobile (GSM) technology. RIM provided services based on Code Division Multiple Access (CDMA) technology as well as GSM. As competition in the telecom arena intensified, BHARTI AIRTEL took new initiatives to woo customers. Prominent among these were – celebrity endorsements, loyalty rewards, discount coupons, business solutions and talk time schemes. AIRTEL has used most number of celebrities for advertisements. The list includes-Sachin, Shahrukh, Rehmaan, Saif Ali Khan, Kareena Kapoor, Zaheer Khan Etc. The most important consumer segments in the cellular industry were the youth segment and the business class segment. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service provider. Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. By 2004 it emerged the unprecedented leader commanding the largest market share in the cellular service market. Hutch implemented the celebrity endorsement strategy partially, relying primarily on its creative advertising for the promotion of its brand. BSNL, on the other hand, attracted the consumer through its low cost schemes. Being a state owned player, BSNL could cover rural areas, and this helped it increase its subscriber base. Reliance was another player that cashed on its innovative promotional strategies, which included celebrity endorsements and attractive talk time schemes. Idea relied heavily on its creative media advertising sans celebrities. OBJECTIVE OF THE STUDY The objective of the study is to find out the effectiveness of AIRTEL advertisements i. e. †¢What type of impact these advertisements have on the viewers? †¢Are the viewers getting the desired message? The secondary objective includes finding out following: What type of advertisements viewers now days like? †¢What type of changes AIRTEL needs to make in future? RESEARCH METODOLOGY The data was collected from primary as well as secondary sources. Primary data source: Around 80 people were randomly selected and their response to the questionnaire was taken as primary data. Secondary data source: the secondary data was col lected from following sources †¢AIRTEL website †¢Newspapers †¢Internet The total number of respondents was 80. Out of which 24 were female respondents and rests 56 were males. The respondents are categorized in three different groups. First group consists of person less than 20 years of age. These are mainly teenagers and are most likely to buy or use new mobile connections. The second group i. e. 20-35 years of age are already using one or the other connection. The last group was mainly of somewhat older people and consists of 30% of the total sample. The graph shows the % distribution of customers of different service providers . There are some more players in the market but for the shake of clarity, only these six were given consideration. Out of the major six players, Airtel is found to be having the largest market share with 32%. he main competitors to AIRTEL in terms of number of customers are BSNL and Vodafone. Popularity of ads of different brands among viewers The advertisements of Vodafone were found to be more popular among the respondents. Most of them talked about the ‘’hutch dog†. Similarly the tag line of IDEA ‘’an idea can change your life† is also very popular . AIRTEL ads are supposed to be more or less centered on emotional factors. 75% of the respondents said that they like the TV ads more than any other medium of advertisement. The main internet users now a days i. e. oungsters were found to have a liking towards the advertisements used on internet. The housewives and the people older than 3 years like to go through advertisements in newspapers and magazines etc, and also like the advertisements on radio or local FM stations. Major portion of the respondents categorized AIRTEL ads as emotional ads. In every advertisement, one or the other facet of the human relations is at the centre. The AIRTEL ads were also considered to be different from the competitors and innovative. Many respondents claimed that the fun part was always missing from the AIRTEL ads. Out of all celebrities endorsing AIRTEL, A. R. Rehmaan is most famous among the viewers. Almost every respondent linked the AIRTEL success with the famous TONE composed by Rehmaan. The girls mainly like the advertisements with Saif Ali khan and Shahrukh khan. One of the finding was that using too many celebrities in advertisements is not that much effective. AIRTEL advertisement with seven celebrities including Saif, Kareena, Zaheer khan, Gautam Gambhir is supposed by the viewers as wastage of money. 60% of the respondents believe that the Celebrity endorsements give a brand a ouch of glamour and the hope that a famous face will provide added appeal and name recognition in a crowded market. AIRTEL itself is already using a number of celebrities in its advertisements like shahrukh khan, Saif ali khan,kareena,Sachin,Madhvan etc. so in near future also AIRTEL should move on with celebrity endorsements as viewers give them value and have a liking towards them. Major portion of the viewer s got the message from the AIRTEL ads as it is a brand that offers services at cheaper price. The ads don’t give any hint about the service quality. So AIRTEL should give some consideration to this fact and try to emphasize on the better quality also through the advertisements. The claims made in AIRTEL ads are believable About 50% of the respondents had this belief that the claims made about the connectivity, voice clarity etc in the AIRTEL ads are true. The major portion of these 50% respondents was actually the AIRTEL users. 35% of people suppose these claims as just a part of advertisement and non existing in actual. 70% of the respondents said that they started using that sim card because of one or other type of scheme. The different types of schemes like-10 paisa call, night calling free etc help the customers make their mind to shift to that particular service provider. The advertisements in general have a very small impact on their decision. FINDINGS FROM THE STUDY The research carried out helped us to come to the following out comes: ? In terms of liking of ads, Vodafone is way ahead of AIRTEL. ?Viewers have a liking towards most of the celebrities used in AIRTEL ads. ? The viewers like the ads with some funny content but this is missing in most of the AIRTEL ads ? The majority of the customers starts or shifts to a service provider based upon word of mouth and different schemes. The advertisements play a very little part in their decision. ?The preferences of the viewers for the celebrities are always changing so we can’t rely on a single celebrity forever. ?Viewers like to see short and up to the mark ads but Most of the AIRTEL ads are too lengthy. RECOMMENDATIONS ?Along with using various celebrities for endorsements, AIRTEL should try to introduce advertisements with some sort of humor. ?The majority of perspective customers are teenagers, so AIRTEL ads should be more focused around them ? The people now days have started using more and more internet, so along with TV advertisements, AIRTEL should give more attention to online advertisements. ?People give very less attention to the print ads, so these ads should be mainly informative ads i. e. the ads giving information about new schemes and recharge coupons etc. LIMITATIONS The research was carried out taking care of each & every small points which can alter the results but still there were some limitations that must be acknowledged. †¢The respondents chosen were mainly from cities. So the results don’t include the responses of rural customers. †¢To find out the overall effectiveness of advertisements a lot of data regarding the price paid to the celebrities and cost of advertisement etc. was required, but as this type of data is classified so it was not available. CONCLUSION Mobile penetration is currently exploding in INDIA and Bharti Airtel has been riding the crest of the huge mobile industry wave that has been formed. Consequently great potential and huge market opportunities have now opened up the playing field in India’s telecom market and also made it much more competitive. In the present open market environment, there are currently over 10 major operators in India which are competing with each other to get the major share of this market. So at any point of time, AIRTEL can’t take things lightly. It needs to change its marketing and advertising strategies gradually. The advertisements used at present seem appropriate for AIRTEL but we can’t always rely on these advertisements and the celebrities. Bibliography www. airtelworld. com www. scribd. com www. wikipedia. org Search engine used www. oogle. com www. trai. gov. in QUESTIONNAIRE Dear Respondent, I am a student of Oriental Institute of Management, Vashi, Navi Mumbai and doing a research for a study for which I intend to pose a questionnaire to find out impact of the advertisements of some of the big players of Indian telecom sector. Your cooperation is deeply solicited to provide the relevant information. I assure that information will be kept confidential. Please tick at the place tha t matches your opinion. 1. You are †¢Male †¢Female 2. Specify your age †¢

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Online 4 Online Blackjack Mistakes That All Players Must...

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