Preface

The first real insight of an organization for management student comes only
during his preparation of project work because student first interacts with real
practical work. This is first introduction to industry and its working. This
project work synthesize the theoretical concept learn in the class room and its
practical orientation in organization.
In my project I have studied the A study on the relative importance of various
Media Vehicles in India.
In first chapter introduction of Startup India, the objectives, scopes and need of
research is also mentioned in section of project work.
The Second chapter deals with research methodology. The process of carrying
out the whole research problem is defined in it. It contains information about the
objectives of the research, methods of data collection, sampling and sample
design.
Third chapter is data analysis and interpretation. This is the most important
section of the project work. This section contains the analysis of all the data
collected so far and they are interpreted to produce the final conclusion. It
contains all the tables and charts which depicts the result.

Chapter four contains the finding and recommendation of the research. This is
based on the data analyzed and interpreted in the previous chapter. This is the
most important section of the research report for a report is evaluated on the
validity and correctness of findings.
Chapter five depicted conclusion which concludes the whole report, that is,
gives a brief description of the process employed so far. And later chapters
contain bibliography. Which describes the list of sources from where the matter
and information is collected? It contains the list of books, authors, web sites use
etc.

Vijay shanker Rai

B.B.A. VI Sem.

Acknowledgment

Many thanks to the God, who has sent me on this earth and by mercy of him, I
would be able to accomplish this research.
First of all I would like to thank Mr. Rahul Anand Singh, Associat Professor
and Head of Business Administration who allotted me the topic A study on the
relative importance of various Media Vehicles in India and showed his believe
in me. I express my deep sense of gratitude and regards to Mr. Anand Kumar
Sinha (Assistant professor, Dept. of Business Administration) under whose
guidance I completed this project.
And also I would like to thank Mr. Arif Sultan, Senior Lecturer who helped me
during my project work and .provided me the guidelines and suggestion in
during project work.
A person who has always encouraged me towards positive and used to say
Nothing can be impossible if you are working hard with heart and soul. The
Word regard is very small for him and I dont know what word will be
appropriate for him, that person is my brother Raj Pratap Singh
I would like to thank Vijay Shankar and Suraj whose suggestion for what is
Right or Wrong has shown my aim and objectives of life.
Again, I heartily express my regard to all the above person mentioned and pray
to the God May live them long.
3

Vijay Shanker Rai

BBA
6 Sem.
th

Introduction
Advertising is a form of marketing communication used to promote or sell
something, usually a business's product or service. Advertising by a government
in favor of its own policies is often called propaganda.
In Latin, ad vertere means "to turn toward". The purpose of advertising may
also be to reassure employees or shareholders that a company is viable or
successful. Advertising messages are usually paid for by sponsors and viewed
via various old media;

including mass

magazines, Television, Radio, outdoor

media

such

advertising or direct

as newspapers,
mail;

or new

media such as blogs, websites or text messages.

Commercial ads seek to generate increased consumption of their products or
services through "branding," which associates a product name or image with
certain qualities in the minds of consumers. Non-commercial advertisers who
spend money to advertise items other than a consumer product or service
include political parties, interest groups, religious organizations and
governmental agencies. Non-profit organizations may use free modes
of persuasion, such as a public service announcement.

Modern advertising was created with the techniques introduced with tobacco
advertising in the 1920s, most significantly with the campaigns of Edward
Bernays, considered the founder of modern, "Madison Avenue" advertising.
In

2015,

the

world

spent

an

estimate

of US$592.43 billion on

advertising. Internationally, the largest ("big four") advertising conglomerates

are Interpublic, Omnicom, Publicis, and WPP
Egyptians used papyrus to make sales messages and wall posters. Commercial
messages and political campaign displays have been found in the ruins
of Pompeii and ancient Arabia. Lost and found advertising on papyrus was
common in Ancient Greece andAncient Rome. Wall or rock painting for
commercial advertising is another manifestation of an ancient advertising form,
which is present to this day in many parts of Asia, Africa, and South America.
The tradition of wall painting can be traced back to Indian rock art paintings
that date back to 4000 BC.
In ancient China, the earliest advertising known was oral, as recorded in
the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes played to sell
candy. Advertisement usually takes in the form of calligraphic signboards and
inked papers. A copper printing plate dated back to the Song dynasty used to
print posters in the form of a square sheet of paper with a rabbit logo with
"Jinan Liu's Fine Needle Shop" and "We buy high-quality steel rods and make

fine-quality needles, to be ready for use at home in no time" written above and
below is considered the world's earliest identified printed advertising medium.
In Europe, as the towns and cities of the Middle Ages began to grow, and the
general populace was unable to read, instead of signs that read "cobbler",
"miller", "tailor", or "blacksmith", images associated with their trade would be
used such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or
even a bag of flour. Fruits and vegetables were sold in the city square from the
backs of carts and wagons and their proprietors used street callers (town criers)
to announce their whereabouts for the convenience of the customers. The first
compilation of such advertisements was gathered in "Les Crieries de Paris", a
thirteenth-century poem by Guillaume de la Villeneuve.
In the 18th century advertisements started to appear in weekly newspapers in
England. These early print advertisements were used mainly to promote books
and newspapers, which became increasingly affordable with advances in
the printing press; and medicines, which were increasingly sought after as
disease ravaged Europe. However, false advertising and so-called "quack"
advertisements became a problem, which ushered in the regulation of
advertising content.
19th century

Edo period LEL flyer from 1806 for a traditional medicine called Kinseitan.
Thomas J. Barratt from London has been called "the father of modern
advertising". Working for the Pears Soap company, Barratt created an effective
advertising campaign for the company products, which involved the use of
targeted slogans, images and phrases. One of his slogans, "Good morning. Have
you used Pears' soap?" was famous in its day and into the 20th century.
Barratt introduced many of the crucial ideas that lie behind successful
advertising and these were widely circulated in his day. He constantly stressed
the importance of a strong and exclusive brand image for Pears and of
emphasizing the product's availability through saturation campaigns. He also
understood the importance of constantly reevaluating the market for changing
tastes and mores, stating in 1907 that "tastes change, fashions change, and the
advertiser has to change with them. An idea that was effective a generation ago
would fall flat, stale, and unprofitable if presented to the public today. Not that
8

the idea of today is always better than the older idea, but it is different it hits
the present taste."
As the economy expanded across the world during the 19th century, advertising
grew alongside. In the United States, the success of this advertising format
eventually led to the growth of mail-order advertising.
In June 1836, French newspaper La Presse was the first to include paid
advertising in its pages, allowing it to lower its price, extend its readership and
increase its profitability and the formula was soon copied by all titles. Around
1840, Volney B. Palmer established the roots of the modern day advertising
agency in Philadelphia. In 1842 Palmer bought large amounts of space in
various newspapers at a discounted rate then resold the space at higher rates to
advertisers. The actual ad the copy, layout, and artwork was still prepared by
the company wishing to advertise; in effect, Palmer was a space broker. The
situation changed in the late 19th century when the advertising agency of N.W.
Ayer & Son was founded. Ayer and Son offered to plan, create, and execute
complete advertising campaigns for its customers. By 1900 the advertising
agency had become the focal point of creative planning, and advertising was
firmly established as a profession.
Around the same time, in France, Charles-Louis Havas extended the services of
his news agency, Havas to include advertisement brokerage, making it the first
French group to organize. At first, agencies were brokers for advertisement
9

space in newspapers. N. W. Ayer & Son was the first full-service agency to
assume responsibility for advertising content. N.W. Ayer opened in 1869, and
was located in Philadelphia.
20th century

A 1900 advertisement for Pears soap.

A print advertisement for the 1913 issue of the Encyclopdia Britannica.

Advertising increased dramatically in the United States as industrialization
expanded the supply of manufactured products. In order to profit from this
higher rate of production, industry needed to recruit workers as consumers of
factory products. It did so through the invention of mass marketing designed to
10

influence the population's economic behavior on a larger scale. In the 1910s and
1920s, advertisers in the U.S. adopted the doctrine that human instincts could be
targeted and harnessed "sublimated" into the desire to purchase
commodities. Edward Bernays, a nephew of Sigmund Freud, became associated
with the method and is sometimes called the founder of modern advertising and
public relations.
In the 1920s, under Secretary of Commerce Herbert Hoover, the American
government promoted advertising. Hoover himself delivered an address to the
Associated Advertising Clubs of the World in 1925 called 'Advertising Is a Vital
Force in Our National Life." In October 1929, the head of the U.S. Bureau of
Foreign and Domestic Commerce, Julius Klein, stated "Advertising is the key to
world prosperity."This was part of the "unparalleled" collaboration between
business and government in the 1920s, according to a 1933 European economic
journal.
The tobacco companies became major advertisers in order to sell packaged
cigarettes. The tobacco companies pioneered the new advertising techniques
when they hired Bernays to create positive associations with tobacco smoking.
Advertising was also used as a vehicle for cultural assimilation, encouraging
workers to exchange their traditional habits and community structure in favor of
a shared "modern" lifestyle.[23] An important tool for influencing immigrant
workers

was

the American

Association
11

of

Foreign

Language

Newspapers (AAFLN). The AAFLN was primarily an advertising agency but

also gained heavily centralized control over much of the immigrant press.

1916 Ladies' Home Journal version of the famous ad by Helen Lansdowne

Resor of the J. Walter Thompson Agency
At the turn of the 20th century, there were few career choices for women in
business; however, advertising was one of the few. Since women were
responsible for most of the purchasing done in their household, advertisers and
agencies recognized the value of women's insight during the creative process. In
fact, the first American advertising to use a sexual sell was created by a woman
for a soap product. Although tame by today's standards, the advertisement
featured a couple with the message "A skin you love to touch".
In the 1920s psychologists Walter D. Scott and John B. Watson contributed
applied psychological theory to the field of advertising. Scott said, "Man has
been called the reasoning animal but he could with greater truthfulness be called
12

the creature of suggestion. He is reasonable, but he is to a greater extent

suggestible". He demonstrated this through his advertising technique of a direct
command to the consumer.
On the radio from the 1920s

Advertisement for a live radio broadcast, sponsored by a milk company, Adohr

milk, and published in the Los Angeles Times on May 6, 1930
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in
setting up their own radio stations, and included: schools, clubs and civic
groups.
When the practice of sponsoring programs was popularized, each individual
radio program was usually sponsored by a single business in exchange for a

13

brief mention of the business' name at the beginning and end of the sponsored
shows. However, radio station owners soon realized they could earn more
money by selling sponsorship rights in small time allocations to multiple
businesses throughout their radio station's broadcasts, rather than selling the
sponsorship rights to single businesses per show.
Commercial television in the 1950s
In the early 1950s, the DuMont Television Network began the modern practice
of selling advertisement time to multiple sponsors. Previously, DuMont had
trouble finding sponsors for many of their programs and compensated by selling
smaller blocks of advertising time to several businesses. This eventually became
the standard for the commercial television industry in the United States.
However, it was still a common practice to have single sponsor shows, such
as The United States Steel Hour. In some instances the sponsors exercised great
control over the content of the show up to and including having one's
advertising agency actually writing the show. The single sponsor model is much
less prevalent now, a notable exception being the Hallmark Hall of Fame.
Cable television from the 1980s
The late 1980s and early 1990s saw the introduction of cable television and
particularly MTV. Pioneering the concept of the music video, MTV ushered in a
new type of advertising: the consumer tunes in for the advertising message,
rather than it being a by-product or afterthought. As cable and satellite
14

television became increasingly prevalent, specialty channels emerged, including

channels entirelydevoted to advertising, such as QVC, Home Shopping
Network, and ShopTV Canada.
On the Internet from the 1990s
With the advent of the ad server, online advertising grew, contributing to the
"dot-com" boom of the 1990s. Entire corporations operated solely on
advertising revenue, offering everything from coupons to free Internet access.
At the turn of the 21st century, some websites, including the search
engine Google, changed online advertising by personalizing ads based on web
browsing behavior. This has led to other similar efforts and an increase
in interactive advertising.
The share of advertising spending relative to GDP has changed little across
large changes in media since 1925. In 1925, the main advertising media in
America were newspapers, magazines, signs on streetcars, and outdoor posters.
Advertising spending as a share of GDP was about 2.9 percent. By 1998,
television and radio had become major advertising media. Nonetheless,
advertising spending as a share of GDP was slightly lower about 2.4 percent.
Guerrilla marketing involves unusual approaches such as staged encounters in
public places, giveaways of products such as cars that are covered with brand
messages, and interactive advertising where the viewer can respond to become
part of the advertising message. This type of advertising is unpredictable, which
15

causes consumers to buy the product or idea.[citationneeded] This reflects an

increasing trend of interactive and "embedded" ads, such as via product
placement, having consumers vote through text messages, and various
campaigns utilizing social network services such as Facebook or Twitter.
The advertising business model has also been adapted in recent years. In media
for equity, advertising is not sold, but provided to start-up companies in return
for equity. If the company grows and is sold, the media companies receive cash
for their shares.
Domain name registrants (usually those who register and renew domains as an
investment) sometimes "park" their domains and allow advertising companies to
place ads on their sites in return for per-click payments. These ads are typically
driven by pay per click search engines like Google or Yahoo, but ads can
sometimes be placed directly on targeted domain names through a domain lease
or by making contact with the registrant of a domain name that describes a
product. Domain

name

registrants

are

generally

easy

to

through WHOIS records that are publicly available at registrar websites.

16

identify

Advertising theory
Hierarchy-of-effects models
Various competing models of hierarchies of effects attempt to provide a
theoretical underpinning to advertising practice.

The model of Clow and Baack clarifies the objectives of an advertising

campaign and for each individual advertisement. The model postulates six
steps a buyer moves through when making a purchase:

1.

Awareness

2.

Knowledge

3.

Liking

4.

Preference

5.

Conviction

6.

Purchase

Means-End Theory suggests that an advertisement should contain a

message or means that leads the consumer to a desired end-state.

Leverage Points aim to move the consumer from understanding a

product's benefits to linking those benefits with personal values.
17

Marketing mix
The marketing mix was proposed by professor E. Jerome McCarthy in the
1960s. It consists of four basic elements called the "four Ps". Product is the
first P representing the actual product. Price represents the process of
determining the value of a product. Place represents the variables of getting the
product to the consumer such as distribution channels, market coverage and
movement organization. The last P stands for Promotion which is the process
of reaching the target market and convincing them to buy the product.
In the 1990s, the concept of four Cs was introduced as a more customer-driven
replacement of four P's. There are two theories based on four Cs: Lauterborn's
four Cs (consumer, cost, communication, convenience) and Shimizu's four Cs
(commodity, cost, communication, channel) in the 7Cs Compass Model (Comarketing).Communications can include advertising, sales promotion, public
relations, publicity, personal

selling, corporate

communication, SNS

18

identity, internal

Types of advertising
Virtually any medium can be used for advertising. Commercial advertising
media

can

include wall

paintings, billboards, street

furniturecomponents,

printed flyers and rack cards, radio, cinema and television adverts, web banners,
mobile telephone screens, shopping carts, web popups, skywriting, bus stop
benches, human billboards and forehead advertising, magazines, newspapers,
town criers, sides of buses, banners attached to or sides of airplanes
("logojets"), in-flight advertisements on seatback tray tables or overhead storage
bins, taxicab doors, roof mounts and passenger screens, musical stage shows,
subway platforms and trains, elastic bands on disposable diapers, doors of
bathroom

stalls,

stickers

on

apples

in

supermarkets, shopping

cart

handles (grabertising), the opening section ofstreaming audio and video,

posters, and the backs of event tickets and supermarket receipts. Any place an
"identified" sponsor pays to deliver their message through a medium is
advertising.
Television advertising / Music in advertising

19

Television advertising is one of the most expensive types of advertising;

networks charge large amounts for commercial airtime during popular events.
The annual Super Bowl football game in the United States is known as the most
prominent advertising event on television - with an audience of over 108 million
and studies showing that 50% of those only tuned in to see the
advertisements. The average cost of a single thirty-second television spot during
this game reached US$4 million & a 60-second spot double that figure in
2014. Virtual advertisements may be inserted into regular programming through
computer graphics. It is typically inserted into otherwise blank backdrops or
used to replace local billboards that are not relevant to the remote broadcast
audience. More controversially, virtual billboards may be inserted into the
background where none exist in real-life. This technique is especially used in
televised sporting events. Virtual product placement is also possible.
Infomercials
An infomercial is a long-format television commercial, typically five minutes or
longer. The word "infomercial" is a portmanteau of the words "information" and
"commercial". The main objective in an infomercial is to create an impulse
purchase, so that the target sees the presentation and then immediately buys the
product through the advertised toll-free telephone number or website.
Infomercials describe, display, and often demonstrate products and their
features, and commonly have testimonials from customers and industry
professionals.[citation needed]
20

Radio advertising
Radio advertisements are broadcast as radio waves to the air from a transmitter
to an antenna and a thus to a receiving device. Airtime is purchased from a
station or network in exchange for airing the commercials. While radio has the
limitation of being restricted to sound, proponents of radio advertising often cite
this as an advantage. Radio is an expanding medium that can be found on air,
and also online. According to Arbitron, radio has approximately 241.6 million
weekly listeners, or more than 93 percent of the U.S. population.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide
Web for the expressed purpose of delivering marketing messages to attract
customers. Online ads are delivered by an ad server. Examples of online
advertising include contextual ads that appear on search engine results
pages, banner ads, in pay per click text ads, rich media ads, Social network
advertising, online

classified

advertising, advertising

networks and e-mail

marketing, including e-mail spam.[citation needed] A newer form of online advertising

are Native Ads, they go in a website's news feed and are supposed to improve
user experience by being less intrusive, however some people argue it is
deceptive.
Domain name advertising

21

Domain name advertising is most commonly done through pay per click web
search engines, however, advertisers often lease space directly on domain names
that generically describe their products. When an Internet user visits a website
by typing a domain name directly into their web browser, this is known as
"direct navigation", or "type in" web traffic. Although many Internet users
search for ideas and products using search engines and mobile phones, a large
number of users around the world still use the address bar. They will type a
keyword into the address bar such as "geraniums" and add ".com" to the end of
it. Sometimes they will do the same with ".org" or a country-code Top Level
Domain (TLD such as ".co.uk" for the United Kingdom or ".ca" for Canada).
When Internet users type in a generic keyword and add .com or another toplevel domain (TLD) ending, it produces a targeted sales lead. Domain name
advertising was originally developed by Oingo (later known as Applied
Semantics), one of Google's early acquisitions.
Product placements
Covert advertising is when a product or brand is embedded in entertainment
and media. For example, in a film, the main character can use an item or other
of a definite brand, as in the movie Minority Report, where Tom Cruise's
character John Anderton owns a phone with the Nokia logo clearly written in
the top corner, or his watch engraved with the Bulgari logo. Another example of
advertising in film is in I, Robot, where main character played by Will
Smith mentions his Converse shoes several times, calling them "classics",
22

because the film is set far in the future. I, Robot and Spaceballs also showcase
futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the
front of the vehicles. Cadillac chose to advertise in the movie The Matrix
Reloaded, which as a result contained many scenes in which Cadillac cars were
used.

Similarly,

product

placement

for Omega

Watches, Ford, VAIO, BMW andAston Martin cars are featured in recent James
Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver
Surfer", the main transport vehicle shows a large Dodge logo on the
front. Blade Runner includes some of the most obvious product placement; the
whole film stops to show a Coca-Cola billboard.
Press advertising
Press advertising describes advertising in a printed medium such as a
newspaper, magazine, or trade journal. This encompasses everything from
media with a very broad readership base, such as a major national newspaper or
magazine, to more narrowly targeted media such as local newspapers and trade
journals on very specialized topics. A form of press advertising is classified
advertising, which allows private individuals or companies to purchase a small,
narrowly targeted ad for a low fee advertising a product or service. Another
form of press advertising is the display ad, which is a larger ad (which can
include art) that typically run in an article section of a newspaper.
Billboard advertising

23

Billboards are large structures located in public places which display

advertisements to passing pedestrians and motorists. Most often, they are
located on main roads with a large amount of passing motor and pedestrian
traffic; however, they can be placed in any location with large amounts of
viewers, such as on mass transit vehicles and in stations, in shopping malls or
office buildings, and in stadiums.

The RedEye newspaper advertised to its target market at North Avenue

Beach with a sailboat billboard on Lake Michigan.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens.
These can be on dedicated vehicles built solely for carrying advertisements
along routes preselected by clients, they can also be specially equipped cargo
trucks or, in some cases, large banners strewn from planes. The billboards are
often lighted; some being backlit, and others employing spotlights. Some
24

billboard displays are static, while others change; for example, continuously or
periodically rotating among a set of advertisements. Mobile displays are used
for various situations in metropolitan areas throughout the world, including:
target advertising, one-day and long-term campaigns, conventions, sporting
events, store openings and similar promotional events, and big advertisements
from smaller companies.[citation needed]

In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at the
ends of aisles and near checkout counters (a.k.a. POP point of purchase
display),

eye-catching

displays

promoting

specific

product,

and

advertisements in such places as shopping carts and in-store video displays.

Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is
distributed out of an office, caf, or drive-through coffee shop. This form of
advertising was first popularized in Australia, and has begun growing in
popularity in the United States, India, and parts of the Middle East.
Street advertising

25

This type of advertising first came to prominence in the UK by Street

Advertising Services to create outdoor advertising on street furniture and
pavements. Working with products such as Reverse Graffiti, air dancers and 3D
pavement advertising, for getting brand messages out into public spaces.
Sheltered outdoor advertising
This type of advertising combines outdoor with indoor advertisement by placing
large mobile, structures (tents) in public places on temporary bases. The large
outer advertising space aims to exert a strong pull on the observer, the product is
promoted indoors, where the creative decor can intensify the impression.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores or
products. Advertisers often advertise their products, for example, when
celebrities share their favorite products or wear clothes by specific brands or
designers. Celebrities are often involved in advertising campaigns such as
television or print adverts to advertise specific or general products. The use of
celebrities to endorse a brand can have its downsides, however; one mistake by
a celebrity can be detrimental to the public relations of a brand. For example,
following his performance of eight gold medals at the 2008 Olympic Games in
Beijing,

China,

swimmer Michael

Phelps'

contract

with Kellogg's was

terminated, as Kellogg's did not want to associate with him after he was
photographed smoking marijuana.[citation
26

needed]

Celebrities such as Britney

Spears have advertised for multiple products including Pepsi, Candies from
Kohl's, Twister, NASCAR, and Toyota.
Customer-generated advertising
This involves getting customers to generate advertising through blogs, websites,
wikis and forums, for some kind of payment. Customer-generated advertising
can also be used without payment being made. For example, a satisfied
customer of a product may boast about their experience on social media. This
message may then lead someone else to buy that product. The consumer did not
do this with the intention of getting money out of their shared message, but that
is what can happen. Especially with a channel as large and as effective as social
media, sharing ones opinion, positive or negative can be good or bad advertising
for a product.
Aerial advertising
Using

aircraft, balloons or airships to

create

or

display

advertising

media. Skywriting is a notable example.

Media Vehicles and Their Types
Deciding to include advertising in the communication mix process is a
relatively easy decision compared to deciding which media and media vehicle
(for example which magazine or which cancel on TV, etc.)
Most of the advertising budget gets spent on the media (and not the creative or
production side).This is why a careful planning, negotiating and knowledge
27

skills are very important. Expert media planners and buyers got the best out of
the advertising by finding the right spaces or places for an ad campaign at the
lowest cost.
There are a wide variety of media available today for the advertisers to choose
from. The decision is depended on a lot of factors at the same time it is a very
crucial decision since the success of the campaign is highly depended on the
media selection aspect.
TYPES OF MEDIA VEHICLES
BROADCAST MEDIA
Broadcast media are quite young in comparison to the printed word.
Fundamentally there are two main forms of broadcast: television and radio.
Advertisers use these classes of media in order to reach mass audiences with
their messages at a relatively low cost per target reached.
The media allows the advertisers to add audio and /or visuals to their messages.
The media gives life and energy to the advertising message which is not really
possible through other media.
However people are normally unable and unwilling to become actively involved
in the broadcast advertising message. They cant consume the pace at which the

28

message is seen and understood as the time is very short due to the cost aspect.
The advertisers are also unable to provide excessive details and information.
As a result the medium becomes more suitable for low involvement products.
Advertising messages through the broadcast media use a small time period,
normally 15 or 30 or 60 seconds depending on their budget and the availability.

NARROWCASTING
The word narrowcasting is particularly unique to the industry of media
specifically that of broadcast media. It is, according to the dictionary, the ability
to aim a radio or TV program or programming at a specific, limited audience
or consumer market.
The practice came to the forefront with the advent of cable television. As this
specialty media has matured, narrowcasting has become a fine art.
In the earlier days of Indian television, the two major networks (doordarshans)
dominated programming and sought to obtain the widest audience possible.
They avoided programming content that might appeal only to a small segment

29

of the mass population and succeeded in their goal by reaching nearly 90%
(combined) of the television viewing audience on a regular basis.
The networks maintained their stronghold until competition emerged through
the addition of many independent stations, the proliferation of cable channels
and the popularity of videocassettes. These competitors provided television
audiences with many more viewing options. Consequently, the large numbers
previously achieved through mass-oriented programming dwindled and
narrowcasting took hold.
With narrowcasting the programmer or producer assumes that only a limited
number of people or a specific demographic group will be interested in the
subject matter of a program. In many ways, this is the essence of cable
televisions programming strategy.
Following the format or characteristics of specialized magazines, a cable
television program or channel may emphasize one subject or a few closely
related subjects.
For example, music television is presented on MTV (Music Television), or
Channel V, CMM.ETC, CNN (Cable News Network) offers 24-hour news
coverage; ESPN (Entertainment Sports Network) boasts an all sports format;
and Star TV, Zee etc, covers the family entertainment segment. Other cable
channels feature programming such as shopping, comedy, science-fiction, or

30

programs aimed at specific ethnic or gender groups highly prized by specific

advertisers
NEW MEDIA
Recent technological advances have increased the range of new media available
to the advertisers to communicate with their prospects and the consumers. New
media allows for far greater level of interactions between the advertiser and the
receiver.
The new media would include internet and short message service (SMS).New
media is different from traditional media on a number of fronts, bu the most
important being the time that elapses between message receipt and
response.With new media the advertisers can target tightly clustered audiences
with well defined messages.
INTERNET ADVERTISING
The World Wide Web is a hybrid medium, which shares characteristics with
mass communication as well as interpersonal communication. The medium
combines the ability of the mass media to disperse a message to a wider
audience with some of interpersonal communications possibilities of feed-back
and interaction.
From a marketing view point, one of the implications of this is that exposure
and action advertising and transactions can be integrated. Since the medium is
31

interactive, users of the World Wide Web play a much more active role in the
communication process than users of traditional mass media.
Where traditional mass media are characterized by an information push, the
communication processes on the Web are driven by a basic information pull,
meaning that the control balance of the communication process has shifted in
favor of the user. The immense body of information available to the individual
user further pushes the control of the communication process towards the user,
and has lead to a highly fragmented content structure that allows the individual
user to pursue his specific interests.
Internet advertising has gained significant momentum across the world and has
become a part of the media mix that is being considered by advertisers
worldwide.
Indian advertising Industry
ndias advertising industry is expected to grow at a rate of 16.8 per cent! yearon-year to Rs 51,365 crore (US$ 7.54 billion) in 2016, buoyed by positive
industry sentiment and a strong GDP growth of 7 per cent and above.
Print contributes a significant portion to the total advertising revenue,
accounting for almost 41.2 per cent, whereas TV contributes 38.2 per cent, and
digital contributes 11 per cent of the total revenue. Outdoor, Radio and Cinema
make up the balance 10 per cent.

32

The online advertising market in India is expected to touch Rs 3,575 crore (US$
538.09 million) in 2015 from Rs 2,750 crore (US$ 413.92 million) in 2014. Of
the current Rs 2,750 crore (US$ 538.09 million) digital advertisement market,
search and display contribute the most - search advertisements constitute 38 per
cent of total advertisement spends followed by display advertisement at 29 per
cent, as per the study.
The Internet's share in total advertising revenue is anticipated to grow twofold
from eight per cent in 2013 to 16 per cent in 2018. Online advertising, which
was estimated at Rs 2,900 crore (US$ 436.50 million) in 2013, could jump
threefold to Rs 10,000 crore (US$ 1.51 billion) in five years, increasing at a
compound annual rate of 28 per cent.
It is interesting to note that Indians paid Rs 25,200 crore (US$ 3.79 billion) to
access the Internet in 2013, a figure greater than the Rs 22,300 crore (US$ 3.36
billion) that print medium garnered in subscription and advertising.
Recent Developments:
Indian Railways has appointed Ernst & Young (EY) as a consultant to
discover its advertising potential, which is in line with the Railway
Budget proposal of increasing non-fare earnings to over Rs 5,000 crore
(US$ 733.6 million) in five years.
MoMark Services, a mobile based customer engagement platform for
small and medium businesses, has raised US$ 600,000 from YourNest

33

Angel Fund and LNB Group, to scale up its product offerings and talent
acquisition.
Tata Motors has appointed renowned football player Lionel Messi as the
global brand ambassador for Tata cars and utility vehicles globally, with
an aim to tap the youth market and expand visibility and presence of Tata
Motors in newer markets.
Advertising agency J Walter Thompson has launched its global digital
agency network 'Mirum' in India which will provide services such as
strategy and consulting services, campaigns and content, experience and
platforms, analytics and innovation and product development, with the
target to increase non-traditional media revenues to 40-45 per cent from
35 per cent currently.
DDB Mudra Group has planned to launch Track DDB, a brand that
addresses the data-led world of marketing communications, which will
provide services like creative, data and digital analytics, database
marketing, CRM, digital and mobile marketing in India.
All India Radio (AIR) has appointed releaseMyAd as a virtual agency to
let advertisers book ads for all of AIRs station online.
Google

is

all

set

to

help

India

implement

Prime

Minister

MrNarendraModi's "Digital India" initiative, and the government has a

well laid out plan to realise it, said Google's Chief Internet Evangelist Mr

34

Vinton G. Cerf. Digital India is Rs 1.13 trillion (US$ 16.58 billion)

government initiative that seeks to transform the country into a connected
economy, attract investment in electronics manufacturing, and create
millions of jobs and support trade.
As companies look for better productivity and increasing efficiencies in a
tough market environment, market research firm Nielsen has launched its
first consumer neuroscience lab in India at its Mumbai headquarters. The
neuroscience lab will augment the company's research capabilities in
packaging and research, improving their effectiveness.
MPS North America LLC, the US subsidiary of Bengaluru-based
publishing solutions provider MPS Ltd, has acquired Electronic
Publishing Services Inc. (EPS), a New York-based firm with interests in
content creation, art rendering, design and production. The deal will
allow MPS to strengthen its foothold in North America.
Jaipur-based Girnar Software Private Limited, which owns and operates
the website CarDekho.com, announced that it has raised US$ 50 million
in its second round of funding. The funding was led by Hillhouse Capital
with participation from Tybourne Capital and Sequoia Capital.
ZipDial has become the first Indian technology product startup to be
bought by Twitter in what is the third such deal led by a global
corporation following the acquisitions by Facebook and Yahoo. The

35

ZipDial deal is expected to cost Twitter US$ 34-35 million. This feature
is expected to help Twitter reach people who will come online for the first
time in countries such as Brazil, India and Indonesia, mostly using a
mobile device.
Telecom major Axiata's subsidiary, Axiata Digital Advertising (ADA) has
formed a joint venture with US-based advertising tech firm Adknowledge
to get into the US$ 47 billion digital ad market in the Asia Pacific region
and has identified India as a 'key' market.

Government Initiatives
The Governments of India and Canada have signed an audio-visual coproduction deal which facilitates producers from both countries to harness their
collective artistic, technical, financial and marketing resources, and encourage
exchange of culture and art between the two countries. The agreement is also
likely to lead to better promotion of Indian locales for shooting films. "The
agreement will also lead to the transparent funding of film production and boost
export of Indian films into the Canadian market," as per the agreement.
India and Poland are seeking to enhance cooperation in the digitisation and
restoration of film archives. This was decided in a meeting between
36

MrBimalJulka, Secretary of Information and Broadcasting, India, and a

delegation from Poland led by MsMalgorzataOmilanowska, Secretary of State.
The two countries will form a joint working group that will help improve
cooperation in fields such as student exchange programmes, animation, films
and digitisation, among others. MrRajyavardhan Singh Rathore, Minister of
State for Information &Broadcasting, has announced that Indian government
has planned to increase advertising spend on the digital platform which will
help increases the governments presence in digital media.

Road Ahead
The advertising and marketing sector in India is expected to enjoy a good run.
E-commerce companies are expected to dominate marketing trends in 2015.
Growth is expected in retail advertisement, on the back of factors such as
several players entering the food and beverages segment, e-commerce gaining
more popularity in the country, and domestic companies testing out the waters.
The rural region is a potentially profitable target. For instance, in the
automobiles sector, the focus of two-wheelers on rural areas could mean more
launches and more advertising spends. The telecom sector could see growth as

37

well, driven by better smartphone penetration and service providers cutting

down on prices.

Objective
i.
ii.
iii.
iv.
v.

To understand the concept of Media Vehicle in advertising.

To find out the impact of Media vehicle in advertising.
To find out the problem prohibiting Media vehicle in advertising.
To find out the benefits of media vehicles in advertising.
To find out the relative importance of different media vehicles

38

Scopes

i.

It will deal with various opportunities regarding Media vehicle in

ii.
iii.
iv.

advertising.
It will deal with challenges regarding Media vehicle in advertising.
It will provide better facility to Media vehicle in advertising.
It will help in increasing quality in Media vehicle in advertising.

39

Importance
i.
ii.

Study helps in understanding Media vehicle in advertising.

Study increases knowledge of application of Media vehicle in

iii.

advertising
Information of Media vehicle in advertising is dveloped by the help of

iv.

this study.
It provides the information / knowledge about the schemes and
policies carried out by the central government.

40

Research Methodology
Research is a common language refers to a search of knowledge. Research is
scientific & systematic search for pertinent information on a specific topic,
infect research is an art of scientific investigation. Research Methodology is a
scientific way to solve research problem. It may be understood as a science of
studying how research is dont scientifically. In it we study various steps that
are generally adopted by researchers in studying their research problem. It is
necessary for researchers to know not only know research method techniques
but also technology.
The scope of Research Methodology is wider than that of research methods.
The research problem consists of series of closely related activities. At times,
the first step determines the native of the last step to be undertaken. Why a
research has been defined, what data has been collected and what a particular
41

methods have been adopted and a host of similar other questions are usually
answered when we talk of research methodology concerning a research problem
or study. The project is a study where focus is on the following points:

Problem definition:
Research problem, in general, refers to some difficulty which a researcher
experiences in the context of either a theoretical or practical situation and wants
to obtain a solution for the same.
A. RESEARCH DESIGN:
A research design is defined, as the specification of methods and procedures for
acquiring the Information needed. It is a plant or organizing framework for
doing the study and collecting the data. Designing a research plan requires
decisions all the data sources, research approaches, Research instruments,
sampling plan and contact methods.
Research design is mainly of following types:
1 Exploratory research.
2 Descriptive studies
42

3 Causal studies/Experimental studies

1. EXPLORATORY RESEARCH:
The major purposes of exploratory studies are the identification of problems, the
more precise Formulation of problems and the formulations of new alternative
courses of action. The design of exploratory studies is characterized by a great
amount of flexibility and ad-hoc veracity.

2. DESCRIPTIVE STUDY:
Descriptive research in contrast to exploratory research is marked by the prior
formulation of specific research Questions. The investigator already knows a
substantial amount about the research problem. Perhaps as a Result of an
exploratory study, before the project is initiated. Descriptive research is also
characterized by a Preplanned and structured design.
3. CAUSAL OR EXPERIMENTAL DESIGN:
A casual design investigates the cause and effect relationships between two or
more variables. The hypothesis is tested and the experiment is done. There are
following types of casual designs:
I

After only with control design

II

Before after with control design

III

Before after without control design

IV

Consumer panel design

43

Ex-post facto design

The research design used in this project is a EXPLORATORY DESIGN.

Data Collection:
SECONDARY DATA: The proposed research shall primarily be based on
secondary data collected from various published sources like newspapers,
magazines, journals, books, periodicals and websites.
Sources of Secondary Data:
Following are the main sources of secondary data:
1 Official Publications: Publications of educational website.
2 Publications Relating to Trade: Publications of the government
document.
3 Journal/ Newspapers etc.: Some newspapers/ Journals collect and
publish their own data, e.g. Indian Journal of economics, economist,
Economic Times, business standard.
4 Unpublished Data: Data which are obtained from internet and from
different blogs.
Period of Study:
This study has been carried out for a maximum period of 6 weeks.
Area of study:

44

The study is exclusively done in the area of Trade and Commerce by Make in
India scheme. It is a process requiring care, sophistication, experience, business
judgment, and imagination for which there can be no mechanical substitutes.

1. Concept of Media Vehicles in advertising.

"Media vehicle advertising" isn't a commonly used expression. "Media vehicle"
refers to specific methods of media used by companies to deliver advertising
messages to targeted customers. Selecting the right mix of media vehicles is
critical to reaching your audience and getting them to respond well to your ads.
Class Versus Vehicle
To understand a media vehicle, you need to compare it with the concept media
class. A media class is a general category of media, such as television, radio,
newspapers, magazines and the Internet. The vehicle is the specific TV or radio
station, newspaper or print publication, or online website. Picking the right class
based on benefits and drawbacks is an important first step. Then you need to
select the right vehicle to reach your prospects.

45

Broadcast Vehicles
Television vehicles include networks such as ABC, NBC, CBS and FOX.
Typically, small businesses can't advertise on the national network, but they
often advertise on local network affiliate stations. You can also choose from
hundreds of more niche cable networks, such as Lifetime, E! or CNN. Radio is
often more practical for small businesses. You normally have an array of
vehicles in a local market that have various formats, such as pop music, country
music and talk shows.
Print Vehicles
Newspapers are another prominent small-business class because of relatively
low ad costs. Community newspapers can reach a local audience. Many small
businesses also have access to state or regional publications. Magazines aren't
quite as accessible for local companies. However, some regions have local
magazines that offer entertainment, community events and themed topics. Even
a local magazine ad can cost a few thousand dollars, but magazine vehicles
normally reach a very niche audience.
Digital Vehicles and Others
The other major traditional media class is online, or digital/interactive. This
class includes thousands of online vehicles, along with mobile communication
opportunities. Other supportive media options include billboards, directories,
46

buses and benches. Many metro communities offer vehicle options within each
of these categories. These supportive media are usually used to reinforce
messages that are delivered through broader mass media. Billboards are
relatively expensive, but they allow small companies to reach wide local
marketplaces.
Interpretation: The researcher has found that media vehicle advertising is a
process by the help of which information and awareness regarding any product
is developed and market share is developed.
2. Impact of Media vehicle advertising on consumer.
Your small business needs to advertise and promote to attract customers.
However, that doesn't mean you can just put out your message and start
counting the new customers. Advertising and promotion affect consumers in
ways you might find surprising. You need to know these effects before you
launch your campaign.
Increased Awareness
Advertising and promotion offer a news function to consumers. Viewers of ads
learn about new products and services available to them, much like they learn
about events in the news. This information function has a neutral role. It
provides facts without approval or disapproval from consumers. Customer
behavior at this stage encompasses expressions of curiosity.
47

Analysis of Features
Consumers have a rational response to advertising when they look at the
features of a product or service. This response focuses on a logical listing of all
the functional aspects of the offering. This is an intellectual response, rather
than an emotional one.
Evaluation of Benefits
When customers weigh benefits, they become emotionally involved with
advertising and promotion. Consumers identify ways the product or service can
make them happier, improve their lives or give them pleasure. This part of the
consumer response is irrational and can lead to impulse buying and competition
to obtain the product.
Reminders
Repeated advertising messages affect consumer behavior. This repetition serves
as a reminder to the consumer. Behavior that stems from reminders includes
suddenly thinking of a product while shopping and making a decision to buy it,
as if it had been on the consumers "to-do" list.
Promotion of Loyalty or Alienation
Consumer behavior splits between loyalty and alienation depending on how
well the product lives up to its advertised benefits. Corporate behavior such as
scandals or charity work can also affect alienation and loyalty responses. Once
48

the consumer makes this choice, advertising and promotion are not likely to
undo that decision.
Interpretation: The researcher has found that media vehicle advertising helps
in various ways to consumer, the impacts are as follows:
Increased Awareness

3.

Analysis of Features
Evaluation of Benefits
Reminders
Promotion of Loyalty or Alienation
Problem prohibiting media vehicle in advertising.

Truth in Advertising
The Federal Trade Commission Act set forth requirements for truth in
advertising and created the FTC to enforce the provisions of the act. The Bureau
of Consumer Protection's Business Bureau notes that advertisements in the U.S.
must by truthful, not deceptive and not unfair. Advertisers must also have
evidence available to back up claims they make. The FTC defines deceitful
statements as those that are likely to mislead consumers who act reasonably
under normal circumstances and that are likely to affect consumers' purchase
decisions. The FTC defines unfair advertisements as those that are likely to
cause substantial, unavoidable injury when using a product, unless the injury is
outweighed by the provable benefits.

49

Advertising to Children
Although the FTC places special emphasis on truth-in-advertising laws when
applied to children, the law allows for a great deal of unethical behavior here.
Former FTC commissioner Roscoe B. Starek states that children are not likely
to understand exaggerated statements or images, citing the example that
children may believe a toy helicopter to come fully assembled when in fact
assembly is required. This interpretation of the law completely ignores the
unethical ramifications of purely legal advertising, such as building brand
loyalty in children before they even understand what a brand is, encouraging
children to develop negative self images or getting children hooked on products
that can impede social development. The best way to act ethically in this area is
to advertise to parents, not children.
Advertising Harmful Products
Different countries look differently on the advertising of vice products and
services, striking a balance between placing personal responsibility on citizens
and regulating what citizens are allowed to indulge in. The United States highly
regulates some forms of vice, prohibits others and gives still others a free hand.
For example, cigarette advertising is only permitted on specific media,
excluding television and radio, while alcohol advertising is allowed on all
media. Companies have to take a good look at the true nature of their product

50

lines when deciding whether they are acting ethically as advertisers. Television
ads for fast food hamburgers are completely legal and effective at building
demand, for example, but doctors in the 21st century are beginning to find links
between fast food and a national obesity epidemic. Pharmaceutical ads with lists
of side effects, as another example, are often followed 10 years later by
attorneys' ads for class-action lawsuits against the companies for wrongful
injury.
Advertising Tactics
Advertising tactics present additional ethical challenges. Advertisers have a
range of less-than-ethical yet legal tools at their disposal, including subliminal
advertising, emotional appeals, taking advantage of less educated individuals,
spreading propaganda for political campaigns, and other tactics ethical
advertisers consistently refrain from using. At the end of the day, consumers
will be more attracted to companies that do not use underhanded,
psychologically manipulative tactics to gain their business.
Interpretation: The researcher has found that there are various ways by the
help of which media vehicle advertising is prohibited to work appropriately, the
problems are as follows:

51

 Truth in Advertising
Advertising to Children
Advertising Harmful Products
Advertising Tactics

4.

Benefit of media vehicle in advertising.

Helpful in Generating More Employment:

Advertising is instrumental in generating more employment opportunities and
creating diverse kinds of jobs. It provides jobs to artists, screen printers, blockmakers, script-writers, painter, etc. Today, advertising has become a profession.
Some companies do only advertising job.

Helpful in Improving the Standard of Living:

Through the medium of advertising people get information regarding new
products. As people use these new and latest goods, their standard of living gets
a boost. Advertising is helpful in providing employment and increasing income
of the people. Both have a positive effect on their standard of living.
Helpful in Survival of Communication Media:
52

The main communication media are Newspapers, Magazines, T.V., Radio, etc.
Major source of their income is advertising. If these media of communication
do not get support of revenue from advertising, they cannot survive for long.
These media of communication keep the society well informed. Their existence
is of utmost important and they can survive only by advertising.
Helpful in Creating Healthy Competition:
When a company gets its product advertised, it seeks to improve its quality and
lower its price. It is their endeavour to improve their own product rather than
finding fault with the product of their rivals. In this way a healthy competition
prevails in the market and the entire society stands to gain from it.
Helpful in the Economic Development of the Country:
Today, the effect of advertising is no longer confined to the four walls of the
country, rather it has crossed the national boundaries. Through the medium of
satellite, domestic advertising messages can be transmitted to the rest of the
world. As a result, export-potentials of the country get a big boost. Foreign
exchange capacity of the country increases and new industries develop. Thus,
advertising proves helpful in the economic development of the country.
Interpretation: The researcher has found that there are various benefits of
media vehicle advertising which are as follows:

53

 Helpful in Generating More Employment:

Helpful in Improving the Standard of Living:
Helpful in Survival of Communication Media:
Helpful in Creating Healthy Competition:
Helpful in the Economic Development of the Country:

54

Findings
The researcher has found that media vehicle advertising is a process by the help
of which information and awareness regarding any product is developed and
market share is developed.
The researcher has found that media vehicle advertising helps in various ways
to consumer, the impacts are as follows:
Increased Awareness

Analysis of Features
Evaluation of Benefits
Reminders
Promotion of Loyalty or Alienation

The researcher has found that there are various ways by the help of which media
vehicle advertising is prohibited to work appropriately, the problems are as
follows:

55

 Truth in Advertising
Advertising to Children
Advertising Harmful Products
Advertising Tactics
The researcher has found that there are various benefits of media vehicle
advertising which are as follows:
Helpful in Generating More Employment:
Helpful in Improving the Standard of Living:
Helpful in Survival of Communication Media:
Helpful in Creating Healthy Competition:

56

Recommendation
a. It would be wise not to underestimate the costs associated with marketing on
media vehicle advertising. Though the potential to reach a wide audience is both

57

immediate and as simple as opening a Facebook account it should not be

undertaken lightly.
b. A serious point to be remembered is the potential for damage to the brand
going viral across the environment. Repairing this damage could cost
considerable money and effort.
c. Sufficiently qualified staff would need to be hired plus the costs associated
with training other staff using the company accounts would need to be factored
in. These costs are beyond the purview of this report and further research in this
area is highly recommended.
d. A very minimum interaction that Hotels should consider is to treat
TripAdvisor and holidayiq.com as an influential means of reputation
management. At present reviews whether they are bad or good, are left
unanswered.
e. It is suggested that offline and online marketing strategies be brought into
alignment to prevent mixed messages and to promote the availability of the
online forums for interaction. Offline advertising should be used to complement
the online media. Adding visit us on Facebook and other such texts to
promotional material will help to raise awareness.
f. The social networking strategy should sufficiently flexible to allow it to adapt
to new developments and to determine what works and what does not work.
g. A dedicated media vehicle co-ordinator is recommended to monitor the
impact of any changes implemented. A dedicated co-ordinator would also allow
58

for consistency in communication. At the very least a profession agency

experienced in social media marketing should be consulted at from the earliest
planning stages.
h. The reviews and complaints raised by the customers on the SNS should be
effectively managed and proper actions should be taken by the hotels
management and the action taken should also be communicated to the customer.
i. The promotional offers during season on should be displayed on the SNS on
regular basis, so that large number of customers is captured

Conclusion

59

Deciding to include advertising in the communication mix process is a

relatively easy decision compared to deciding which media and media vehicle
(for example which magazine or which cannel on TV, etc.)
Most of the advertising budget gets spent on the media (and not the creative or
production side).This is why a careful planning, negotiating and knowledge
skills are very important. Expert media planners and buyers got the best out of
the advertising by finding the right spaces or places for an ad campaign at the
lowest cost.
There are a wide variety of media available today for the advertisers to choose
from. The decision is depended on a lot of factors at the same time it is a very
crucial decision since the success of the campaign is highly depended on the
media selection aspect.
Advertising Media
Television has attracted about 46 % of the money spent on advertising. It is
available in broadcast or cable form and generates a big platform for
advertising. To run commercials on TV, advertisers have to buy units of time
which range from 15 over 30 and up to 60 seconds in length. These spots are the
most expensive ads and can cost up to millions depending on what time they are
aired. If we just think about the ads shown at the major sports events in the

60

India, like the cricket world cup. Only very economically powerful companies
can afford this.
The combination of sight, sound and motion creates a more dramatic form of
advertising which is considered to build a products brand image or to create an
excitement around a special event such as a one-time sale. These ads are not
intense enough to provide the viewer with a lot of information and are therefore
only useful for products which are already familiar to the costumers.
Newspapers are an important media as well. Their advantage is to reach readers
of different age groups, ethnic backgrounds and income levels. They display
photographs and illustrations, giving explicit and detailed information about a
product, new inventions and product improvements. Their disadvantage is that
they cant create such an emotionally strong image as the TV ads, but the
opportunity to present coupons for special products shows a great popularity
amongst customers, and is often used.
Direct mail is another kind of advertising, sending the ads via mail system to the
future customers. This system is also used through e-mails and offers graphics
and links to more information. In order to do this kind of advertising, the
advertisers have to buy so-called mailing lists, which contain the addresses of
people with certain wanted characteristics. Many advertisers consider this

61

system the most effective, because it is much cheaper than mailing the
advertisements and it is launched right at the target group.
Radio usually reaches a smaller group of people, mostly from one specific area.
This gives local businesses the chance to broadcast their very specialized ads.
Most people listen to these ads when they are driving in their car, so they will be
informed of any kind of sales in stores in their region. They will hear them
before they go shopping and might be tempted to buy these products. These ads
have to be very simple and easy to be understood, since people are usually
doing something, like driving, when listening to them.
New Technology-Digital delivery
The mediums impressive growth can be attributed in part to the advancement
of the digital platform. Within the last two years, a primary contributor to the
rapidly increasing use of the medium by national advertisers has been the shift
from analog to Digital projection systems, easing barriers to entry driven by
production and flighting practices.
This shift to digital production systems has also led to the development of
digital pre-shows which enable cinema advertising vendors to project
advertisements in a seamless presentation of motion advertising and long-form,
entertainment-based content.

62

Magazines only ranked sixth in the total spending on advertising in the U.S.A.
in India. They are very specialized and target the reader of such magazines who
usually have very similar interests. If you think about the highly specialized
women magazines, displaying make up and other cosmetic products reaching
for teenage girls to older women. This magazines are very prestigious because
they show beautiful colour photographs of the celebrities of todays pop-culture.
Advertising on the Internet is becoming more and more popular among
companies, since the majority of young consumers have online access at home.
They range from banners, buttons, pop-ups to sponsorships of homepages,
which we have been discussed in our course. This form of advertising gives the
opportunity to check out the given information right away and most of the time
allows the customer to order the product online without even leaving his or her
home.

63

Limitations

The study is based on secondary data.

Researcher can not get wide information during research.
Researcher is only an indicator and cannot solve the problem .
This research report is part of course curriculum and I have analyzed the

problem with the limited time and knowledge which was at my disposal.
Complex statistical tools for data analysis have not been employed.

64

BIBLIOGRAPHY
BOOKS:
Ramaswamy
Kothari C.R.
Mithani D. M.

Financial Management
Research Methodology
Money Banking & International Trade

INTERNET:
www.allprojects.com
www.scribd.com
www.google.com

DAILYS & JOURNALS:

Business World
Business Today

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 The Economic Times

66