Advertisements are the most powerful means for communicating the marketing message to the target audience. The presence of likeable attributes in ads has profound effect on the mindset of the audience and results in creating a positive image about the ads and consequently, the brands. This article focuses on understanding and using likeability in television commercials.

This paper emphasizes on the construct of self-efficacy, which was introduced by Albert Bandura, 1977. The importance of self-efficacy beliefs in offering resilience to adversity and averting vulnerability to stress and depression is well-established. This fosters a sense of positive well being, which can become predictors of level of accomplishments. This vital function of self-efficacy can help to improve personal competence, which is an essential prerequisite for academic achievement. For facilitating academic achievement, self-efficacy beliefs can be fostered through various environmental influences. An insight into the sources of influence in the environment and conceptual distinction between self-efficacy and self-concept provides a substantial base for planning appropriate interventions. Therefore, the role of self-efficacy beliefs for psychological well-being and academic achievement is well supported by research in this area. The scope of using these research findings for practical applicability finds relevance for addressing the needs of students by planning appropriate interventions and for further research initiatives.

The day-to-day endeavors of living are mostly directed by underlying self-systems that strengthen and guide our aspirations and motivation for working towards accomplishing goals and seeking achievements. The self-systems guide our pursuits and determines our performance. In this regard, raising academic performance of students has been a vital challenge. All efforts need to be directed towards this challenge by helping students not only through skill acquisition but also by fostering the self-systems which help them to be more persuasive in their efforts for academic achievement. An understanding of self-systems with particular reference to self-efficacy proves to be a potent factor because "these self-systems house one's cognitive and affective structures and include the abilities to symbolize, learn from others, plan alternative strategies, regulate one's own behavior, and engage in self-reflection" (Bandura,1977). Self-efficacy has a relatively brief history that began with Bandura's (1977) publication of "Self-Efficacy: Toward a Unifying Theory of Behavioral Change". Self-efficacy refers "to subjective judgments of one's capabilities to organize and execute courses of action to attain designated goals" (Bandura, 1977 and 1997). Research on self-efficacy shows that it is essential to have both skills and knowledge on one hand and self-beliefs on the other to be competent. Self-efficacy beliefs can therefore be extensively applied and potentially used in the field of educational research, particularly in the area of academic motivation and achievement (Pintrich and Schunk, 1995).

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