We will talk about the term advertising, one of the most used techniques today that tries to inform the public about a product or service, because from the marketing point of view advertising has the objective of motivating the public towards a consumer action.
influence-of-advertising-on-young-people-of-television-media-in-mexico-researchWell we know if the advertising does influence on young people through television oligopolies in Mexico so they think of acquiring or made buying a product.
These pages show the definition that important authors (Laura Fisher and Jorge Espejo) and (Philip Kotler, Gary Armstrong, Dionisio Cámara Ibáñez and Ignacio Cruz Roche) give to Advertising, while (Domingo Maza Zavala) to Oligopoly, as well as others.
2.-Introduction.
This topic is of great importance since it can affect part of the youth; since many do not have sufficient knowledge about the product to be purchased, so their purchasing decision is very vulnerable to being influenced by the advertising transmitted by television oligopolies; leaving aside satisfaction when consuming or using the product.
Within this research the general objective was:
* Inquire into television oligopolistic practices about the impact of advertising on young people.
While the specific ones:
* Determine whether advertising broadcast through television commercials influences young people's decision-making to make a purchase.
* Diagnose how advertising influences young people through television commercials.
3.-Approach to the problem.
Advertising has a very powerful influence on consumer society, offering solutions to problems and creating needs that sometimes do not exist, especially in young people. This influence sometimes generates effects, causing them to change even the way you think about various topics.
4) Theoretical framework.
What is advertising?
For (Laura Fisher and Joge Espejo 2011) advertising is the activity that designs persuasive and identifiable communications that are transmitted through the media.
On the other hand, for (Philip Kotler, Gary Armstrong, Dionisio Cámara Ibáñez and Ignacio Cruz Roche 2006) they define advertising as all non-personal and paid communication for the presentation and promotion of ideas, goods or services on behalf of an identified company.
Advertising Objectives.
Regarding the objectives of advertising (Laura Fisher and Jorge Espejo 2011), they state that the basic objective is to stimulate sales either immediately or in the future.
For (Philip Kotler, Gary Armstrong, Dionisio Cámara Ibáñez and Ignacio Cruz Roche 2006) the objective of advertising is the specific task of communication that must be achieved for a target audience and in a given period of time.
TV
For (Laura Fisher and Jorge Espejo 2011) Television is a powerful and penetrating mass media that presents advertisements with movement, music and visual effects. They also mention that the advantages and disadvantages of television are as follows:
| Advantage | Disadvantages |
| Ø It reaches all the social and economic strata of the Country.
Ø Geographical selectivity. Ø Low cost per exposure. Ø Identification by means of the color of the products on the market. Ø It reaches a very large audience. Ø There is room for creative talents of all kinds communicating complete messages that can penetrate by sight, by hearing through movements, colors, demonstrations, etc. |
Ø Non-permanent, fleeting and brief message.
Ø High overall cost. Ø There is mistrust because effects are used in this medium and what is written is more credible than what is verbal and to some extent visual. Ø The availability of time is limited. Ø The audience can enjoy the commercial but at the same time ignore the message. Ø There is no certainty regarding the size of the audience. |
Oligopoly.
(Domingo Maza Zavala, 2002) states that oligopoly is the market structure characterized by the presence of few sellers or producers of a good or service and multiplicity of buyers. Oligopolies are present in many (most) branches of economic activity.
5) Research Design.
The research method focuses on a study with an experimental research design as it was oriented to investigate social factors.
The population to study were young men and women of both sexes in an age range between 17 and 28 years old, for this it was decided to take as a population young students from the Technological University of SLP, since they are subjects who covered the characteristics required for meet the objectives of this study. It was delimited with only students from the Business Development career of the 2nd and 5th semester of 2015.
When collecting a database of all the students enrolled and students in the aforementioned race, it yielded a universe of 353 elements.
In order to carry out the data collection and to verify the hypothesis, the type of probabilistic sample that generated quantitative data was chosen and that constituted the raw material for new investigations.
Of the population of 353 young students, surveys were applied to only 185 with a confidence level of 95% and a margin of error of 5%.
The type of sampling selected was random, where all the elements that make up the sample had exactly the same possibility of being chosen.
The measuring instrument used was the questionnaire itself, which consisted of a set of questions regarding the topic and was made up of closed questions, that is, the option of answers was given, and the questions were pre-coded with letters in order to have a more easy when emptying data.
The main variables that were taken into account to give structure to the questionnaire were:
- Sex: Men and women. Age: From 17 to 28 years old. Marital status: Any. Young students.
The following information needs were also taken into account:
- To know if the advertising emitted through television oligopolies in Mexico is a factor that influences young people when purchasing a product, what impact television oligopolistic practices have on young people when transmitting advertisements.
6) Results.
Results obtained based on the surveys applied to TSU students.
In this graph you can see the number of people who answered each question and how many to each answer.
The results are now shown in pie charts and for each question.
According to the graph, it can be seen that 92% of the students taking the 2nd. And 5th. TSU semester watch television. 8% answered that they did not watch television in any way.
According to what is shown in the graph, it can be seen that 79% of TSU students do pay attention to television ads, however 21% do not usually see ads on television.
According to the graph, we can see that 47% of TSU students when they see a product advertised on television sometimes think about buying it, while 33% when they see ads if they think about buying it, however, 13 % when they see the ads they always want to buy it, and 7% are not interested in buying it.
According to what is shown in this graph, 84% of the students mention that they make the purchase decision themselves, while 16% who make the purchase decision are the parents or another family member.
According to what is shown in the graph, 54% of the students influence the decision to buy any product, while 38% are those who greatly influence the decision to buy and 8% do not have the decision to buy the product..
The data shown in the graph shows us if students investigate more about the product they intend to purchase, 69% indicate that they investigate more about the product and 31% do not investigate only with what they advertise on television to purchase the product.
According to the graph, it shows us that the students' interest in purchasing a product is as follows: 51% tell us that it is out of necessity, 25% is due to status, 25% is because it is fashionable and 8% for emergency.
According to what the graph shows, we can see that to TSU students the most important issue to buy the product on television is that 41% is for the economy, 31% for social issues, 15% for culture, 12 % due to education and 1% due to politics.
According to the graph, TSU students consider what is most important in the television advertisement to capture their attention and acquire the product, 52% are interested in creativity, 21% capture images, 20% according to content and 7% the musical concept.
According to the graph, the students who watch television who are exposed to ads, the amount of purchases they make in the month were as follows: 81% tell us that their monthly purchases are between 1 to 3 products, 18% are between 4 to 5 products and 1% is between 6 to 8 products per month.
According to the graph, it shows that 32% of TSU students according to the advertisement that captures their attention the most is for the phrases and content of the product, 32% for the colors and shapes, 28% for the product. itself and 8% for music.
7) Conclusions.
As a general conclusion and based on the results obtained, it is concluded that the majority of young people watch television, in which they do spend time paying attention to advertisements thinking about purchasing the product.
For this reason they make the purchase decision themselves, but when someone else makes it, most young people have a great influence in making it. An important factor is that they proceed to research more about the product before buying it.
According to the interest to be able to buy a product, it is out of necessity considering that the most important thing for them in a television advertisement is creativity and images, with the phrases and content capturing more of their attention. Regularly the amount they buy in a month is from 1 to 3 products, so young people are influenced by advertising to buy a product.
Advertising is something that will always exist where it shows new ideas, new styles, values, principles, new needs and varieties of products or services. And when a television ad has catchy music with the phrases and appropriate content, you have it in mind and at any time you buy the product and even edible products that make the viewer crave.
Oligopolistic practices are widely used to issue advertising. So this causes the Mexican to be influenced by it and thus choose and buy a product.
It seems clear that advertising wants to persuade young people (either to consume, or to follow certain slogans).
8.-Bibliography.
- Philip Kotler, Gary Armstrong, Dionisio Cámara Ibáñez and Ignacio Cruz Roche. (2004). Marketing Tenth Edition. Madrid Spain: Pearson Educación SA Laura Fischer and Jorge Espejo. (1985). Fourth Edition Marketing. Mexico: McGRAW-HILL / INTERAMERICANA EDITORES SA DE CV, Sunday Maza Zavala. (2002). Fundamentals of Economics. Mexico DF: El Nacional. Technological University of San Luis Potosí. (2015). Student list. 2015, from Universidad Tecnológica de San Luis Potosí Website: http://utslp.edu.mx/wp-content/uploads/2014/12/LISTADO-DE-TSU-ALUMNADO-GRUPO-ENE-ABR-2015.pdfSoluciones Netquest de Investigación SL (2015). Netquest. 2015, Netquest Research Solutions SL Website:
