Impact of Advertising on Self Perception

[pic 1]EXECUTIVE SUMMARY

Need for Research

Comedy is one of most watched content online. Many organised comedy content creators have lifted the quantity and quality of content online and it is gaining unprecedented traction especially from the youth. Though it seems that the content consumers are the same group who watch content of all creators, however, the reality may not be the same. The research aims at identifying the preference of individuals towards a particular comedy channel/ content/ genre and establishing implications for brands looking towards having active presence in such content by product placements/sponsorship/partnership etc.  

Research Objectives

• Identify different comedy content creators and understand content consumer perceptions and preference for certain type/channel of comedy based on:-
  

1) Genre                                2) Scripted or Stand-Up                3) Uniqueness

4) Single episode/Series         5) Channel Brand Personality                6) Celebrity presence

• Analyse past and current brand associations within online comedy and success/failure of the same supported by reasons for the same

• Suggesting the ideal form of associations which brands can engage into with the comedy content creators which are both personality fit as well as offers benefits of viewership and recall

Research Methodology

The research design which will be used in this project is both exploratory and Descriptive

Data collection for the project includes the following procedures:

• Primary research (Survey on a convenience sample of 100+ respondents)
• Survey instruments – Structured questionnaire administered online
• Scope of the study - College going youth in metros (graduate and post-graduate)
• Secondary Research – Articles, Youtube, Creator’s websites etc.

[pic 2][pic 3]Target Population (Sample Profile)

The target population includes college going boys and girls in metro cities in the age group of 17-25.