Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Project Report
On
By
"ALOK SINGH"
Submitted to
Degree of
(Year-2010-11)
Preface
“Advertising” –is a very interesting word for me. From my childhood I love to see
advertisements and I am very enthusiastic to know more about advertisements. So when
I was given an opportunity to do summer project, I selected advertising industry because
it has always been the industry of my choice.
The whole process of approach of the client to the outcome of the communication in the
form of advertisements has taught me a lot. The creative aspects, in addition to the
pressure of meeting deadline are unique in this industry.
With the growth of the industry in India and the full-fledged operations of the MNCs, the
expenditure on advertising has seen growth. Now companies do more and more
advertising of their products in order to improve their sales and compete with their
competitors. This gives freedom to the advertising agencies to display the best of their
potential. My project is divided into three parts. Firstly, I have made an effort to study the
current scenario of advertising industry in India. Second I have tried to learn functions of
various departments of Mudra. Third, I was given an analysis of the advertisement
campaign of Graffiti tiles by Mudra and subsequently ways to improve the visibility of
the ad campaigns.
This project has been carried out with sincere efforts and theoretical inputs have been
well included after carried out lot of study. It has certainly been a very good platform to
study advertising and related aspect.
Acknowledgement
I extremely grateful and acknowledge the help and support by Mr. S. Ranjan upadhyay
during the entire course of my research paper.
I am also thankful to Mr. Amit Tripathi (HOD) and all the faculty members of the
MBA DEPARTMENT who has given me a helping hand during the project report.
I also thankful to all staff-members of VAM for giving their friendly response and kindly
support to me in my project.
Table of Content
4. About VAM 54
6. Impact of Advertisement 67
8. Conclusion 93
9. My Learning 94
10. Questionnaire 96
11. Bibliography 98
12. Webography 99
2. To study how the planning and execution of advertisements from starting stage to
finalization stage.
3. To conduct market research on designer tiles and to suggest how can advertising
agency make better and effective advertisements.
4. Recently competition has intensified in the industry and most of the corporate
have started reverting to advertising to differentiate themselves. My study
therefore focuses on importance of advertising.
Marketing is more than just distributing goods from the manufacturer to the final
customers. It comprises all the stages between creation of the product and the after-
market which follows the eventual sale. One of these stages is advertising. The stages are
like links in a chain, and the chain will break if one of the likes is weak. Advertising is
therefore as important as every other stage or links, and each depends on the other for
success.
The product or service itself, its naming, packaging, pricing and distribution, are
all reflected in advertising, which has been called the lifeblood of an organization.
Without advertising, the products or services cannot flow to the distributors or sellers and
on to the customers or users.
The modern world depends on advertising. Without it, producers and distributors would
be unable to sell, buyers would not to know about and continue to remember products or
services, and the modern industrial world collapse. If factory output is to be maintained
profitably, advertising must be powerful and continuous. Mass production requires mass
consumption which in turn requires advertising to mass market through the mass media.
The cost of advertising is justified in two ways: it enables the consumer to enjoy
the product (and, where there is competition between rival products, to have a choice),
and it also enables the manufacturer or supplier to enjoy a profit.
Advertising involvement
Although advertising is listed as a single element it is associated with almost every other
element, borrowing from them or interpreting them.
a) The volume, emphasis and timing of advertising will depend on the product life
cycle situation. For instance, at the introductory or recycling stages, the weight of
advertising will be heavier than at the maturity or decline stages.
b) Marketing research will provide evidence of motives, preferences and attitudes
which will influence not only the copy platform or advertising theme but the
choice of media through which to express it.
e) The marketing segment will decide the tone or style of advertising, and the choice
of media.
f) Pricing can play an important part in the appeal of the copy. Is the product value
for money, a bargain or a luxury? Pricing can be a very competitive sales
argument. People are very price conscious. Even though legislation prevents the
control of prices, indication of likely or “list” prices, can be important aspects of
advertising appeals.
g) The product mix has many applications. In advertising, one product may be
associated with another, or each brand may require a separate campaign.
i) Distribution involves trade advertising such as direct mail, in the trade press and
at exhibitions.
j) The sales force has to be familiarized with advertising campaigns which will
support their efforts in the field.
The result is roughly that the larger the volume of advertising the greater the need
for an advertising agency and the ability to share the skills of many specialists. The
greater the volume of public relations department to deal with the communication needs
of numerous departments. If extra work (or specialized work such as financial or
parliamentary relations) occurs, a consultancy may also be used.
The in-house advertising department servers two purposes: to buy and supervise
agency services and to buy supervise services not provided by the advertising agency.
This division of responsibilities coincides with above-the –line and below-the –line.
The advertising agent is the agent of the media, and the “agent acts as principal”
and is legally responsible for the payment of space and airtime costs even if the client
defaults, it is necessary for the advertiser to choose and appoint an agency to produce its
advertising.
The advertising manager is therefore engaged in the search for an agency, its
appointment and eventual re-appointment or otherwise. This will usually be done in
association with superiors such as the marketing director and managing director who will
sign the contract of service.
The appointment of the agency results from a number of agencies being short-
listed. This is called “shopping for an agency”. Arrival at this short-list will depend on
having decided how much and what kind of advertising is required. The size of the
appointment or budget will merit a small, medium or large agency. Technical, industrial
or business-to-business products or services are best served by a technical or business-to-
business agency.
The advertising agency performs all the managerial functions. Some of these are
planning, creation and execution, co-ordination, accounting, media, research and internal
control.
Planning: The advertising agency plans the advertising campaign. The
management delegates the responsibility of advertising planning and execution to
the agency. The agency must have a fair knowledge of the firm’s products, its
history, the present market conditions, distribution methods, price level and other
conditions. A successful advertising programme is built on the basis of these data.
Creation and Execution: Specific advertisements are created. The advertising
copy is written; the layout is prepared; illustrations are drawn; photographs are
finalized; and a correct mechanical form for running it in the selected media is
produced. The advertising agency prepares a suitable advertising copy for
insertion in all the media.
Co-Ordination: The advertising agency co-ordinates several activities. It often
works with the client’s sales force and distribution network to ensure the long-run
success of the advertising programme. The combined efforts of sales persons,
distributors and retailers ensure maximum sales. Ideas, media, copy and decisions
are co-ordinated properly to project and implement the advertising programme.
Accounting: The advertising agency maintains proper accounts in co-operation
with the client. The account executives see to it that the agency keeps to the stated
plan. The accountant is in charge of the administration of the advertising
programme on the agency side. A misunderstanding arising between the agency
and the client is eliminated by the accountant. The amount of fees received from
the client and the payment of taxes, bills and other charges are accounted for by
the accountant.
Media: The advertising agency selects the media or a set of suitable media for the
client to reach the right type of audience which is an important factor in media
selection. The rates, circulation, population, audience, income and other important
INTERNAL
CREATION
STAGE CREATIVE PROCESS
COPYWRITING ILLUSTRATING
LAYOUTS
CLIENT APPROVAL
PRODUCTION BROADCAST
STAGE PRINT
PRINT AD COMMERCIAL
Finance
Management Administration
Accounts
Media Supervisors
Creative Group Heads
Account
Supervisor Media Media
Planners Buyers Copywriters Art Directors
Account
Executives
Media Media
The copywriter should work closely with the visualiser and typographer to obtain
artistic and typographical interpretation of his or her copy. The copywriter cannot
successfully work in isolation, merely writing the words, with artists working in similar
isolation to create the physical appearance of the advertisement. Ideally, and for practical
reasons, the complete advertisement should be a team effort. The design or layout should
give effective presentation of the words, the illustration should give emphasis and
support, and the typography (choice of typefaces, and their size and weight) should make
the copy legible and give emphases where necessary. The copywriter should always try to
write the final appearance of the advertisement in mind.
3. People do not necessarily want to read the advertisement. Therefore the message
must not waste words, and convey its message quickly and with impact.
4. If the reader hesitates at an unknown word, attention is lost. Therefore every word
must be easily understood and there must be no ambiguity.
5. Short words, short sentences, short paragraphs help to demonstrate the message
and make it easy and quick to read and absorb.
6. While taking care to writ clearly and accurately when using language,
copywriters must also develop skills for abusing language to achieve the results
demanded by the brief.
1. Teamwork:
Advertisements are often produced separately by the art director, who designs
them, and the copywriter, who writes the text and creates the basic idea and theme known
as the copy platform. As has already been emphasized in 11:1 these two creative experts
should work as a team. The copywriter should think visually, that is considered how the
words should be seen as well as read. It is a bad system for the two to work in isolation,
and for the visualiser merely to fit words to design. If there is no teamwork, and no
discussion between visualiser and copywriter, the result could be an advertisement
crammed with too much copy printed too small to be legible. Similarly, the copywriter
could suggest how the advertisements should be illustrated, while the visualiser could
suggest how many words are required for the available space.
2. AIDCA formula:
Unless an advertisement grabs attention, diverting the reader from either the
editorial or other advertisement, it will not even be noticed. Attention may be achieved by
position in the publication (either which page or on which part of a page), or by the size
or shape of the advertisement. Even a tiny advertisement will attract attention if it is in
the right position (e.g. a house for sale classified or a resort ad in a section on holidays).
Creative devices can be used to attract attention, e.g. colour, headline, Illustration
together with the general layout and choice of typeface. Thus, attention-getting may
depends on a blend of factors, not forgetting the subject of the advertisement itself.
4. Interest:
There is no point in using these devices to make people look at the advertisement
unless it also gains their interest. It may do so selectively, and certain readers will be
interested in advertisement for, say, cosmetics, foods etc. interest may be achieved by the
offer, the picture, or the copy and these will in turn be strengthened by the impact of the
wording and presentation.
5. Desire:
After attraction and interest, readers must be encouraged to desire the product or
service. It is most important element. How, creativity, can it be made desirable? What
benefits are offered? There is an exchange situation: what will the reader gain by paying
the price? Why should the reader sacrifice his or her money? – answering these questions
in order to make people to desire.
It is all very creating the wish to buy, own or enjoy the product or service, but it is
also necessary to inspire conviction that it really is worth buying and that it will give
satisfaction. This may require convincing facts, proofs of added value, performance,
testimonials and so on. Readers are likely to lose interest if essential information is
missing from an advertisement.
Such information could include the price, which can be one way of judging a
product or service. Is it good value for money?
7. Action:
The next question is how can the advertisement induce response? Some
advertisement merely remind, others build up interest and desire against immediate
action.
The design of a press advertisement goes through a number of stages. First, rough
scribbles, scamps or visualiser will be sketched in pencil or marker pen, and numerous
experimental versions will be produced by the visualiser, until the final layout.
Final idea will be worked up in a form which is sufficiently intelligible and can be shown
to the client for approval. When this provisional layout is approved, artwork is
commissioned and the layout artist produces finished layouts with typographical mark-
ups, regarding typeface and sizes.
• Law of unity
• Law of variety
• Law of balance
• Law of rhythm
• law of harmony
• law of proportion
• law of scale
• Law of emphasis
Typography:
• Storyboard:
• Special effects:
Archaeologists have found evidence of advertising dating back to the 3000s BC,
among the Babylonians. One of the first known methods of advertising was the outdoor
display, usually an eye-catching sign painted on the wall of a building. Archaeologists
have uncovered many such signs, notably in the ruins of ancient Rome and Pompeii. An
outdoor advertisement excavated in Rome offers property for rent, and one found painted
on a wall in Pompeii calls the attention of travelers to a tavern situated in another town.
Television had been introduced in 1940, but because of the high cost of TV sets
and the lack of programming, it was not immediately embraced. As the American
economy soared in the 1950s, so did the sale of TV sets and the advertising that paid for
the popular new shows. Soon TV far surpassed radio as an advertising medium.
The tone of the advertising was also changing. No longer did advertising simply
present the product benefit. Instead it began to create a product image. Bill Bernbach,
founder of Doyle Dane Bernbach in New York City; Leo Burnett, founder of the Leo
Burnett agency in Chicago, Illinois; and David Ogilvy, founder of Ogilvy & Mather in
New York City, all came to prominence in the late 1950s and 1960s and led what has
been called the 'creative revolution.' Bernbach's agency captured the spirit of the new age.
Bernbach believed that advertising had to be creative and artistic or it would bore people.
He also believed that good advertising began with respect for the public's intelligence.
The ads his agency created were understated, sophisticated, and witty.
For example, when Bernbach's agency picked up the account for the Henry S.
Levy Bakery in Brooklyn, a borough of New York City, the agency created an ad that
entertained New Yorkers and provided fodder for many conversations. The ad showed a
Native American eating a slice of the bakery's rye bread with the headline, 'You don't
have to be Jewish to love Levy's.' But it was the advertising for Volkswagen that made
the agency's reputation. At a time when American cars were getting bigger and bigger
and the advertising for them trumpeted that bigger was better, Doyle Dane Bernbach
The creative foundation established by Bernbach and others has been critical to
the success of contemporary advertising. The introduction of the TV remote control and
access to hundreds of cable channels mean that today advertising must interest and
entertain consumers or else they will simply use the remote to change the channel. New
digital devices even threaten to make it possible to edit out commercials. The
development of interactive television, combining the functions of a computer with access
to high-speed transmission over cable lines or optical fibers, will likely enable consumers
to select from a vast video library. Consumers will be able to determine not only when
they watch something, but also, to a greater extent than ever before, what they will watch.
Some industry observers believe that as consumers gain greater control over their
viewing activities, they will find it easier to avoid advertising.
The word advertising originates from a Latin word advertise, which means to turn
to. The dictionary meaning of the term is “to give public notice or to announce publicly”.
Advertising may be defined as the process of buying sponsor-identified media
space or time in order to promote a product or an idea.
The American Marketing Association, Chicago, has defined advertising as “any
form of non-personal presentation or promotion of ideas, goods or services, by an
identified sponsor.”
(i) The information in an advertisement should benefit the buyers. It should give them a
more satisfactory expenditure of their rupees.
(ii) It should suggest better solutions to their problems.
(iii) The content of the advertisement is within the control of the advertiser, not the
medium.
(iv) Advertising without persuasion is ineffective. The advertisement that fails to
influence anyone, either immediately or in the future is a waste of money.
(v) The function of advertising is to increase the profitable sales volume. That is,
advertising expenses should not increase disproportionately.
Advertising Objectives
(i) To stimulate sales amongst present, former and future consumers. It involves a
decision regarding the media, e.g., TV rather than print ;
(ii) To communicate with consumers. This involves decision regarding copy ;
(iii) To retain the loyalty of present and former consumers. Advertising may be used to
reassure buyers that they have made the best purchase, thus building loyalty to the brand
name or the firm.
(iv) To increase support. Advertising impliedly bolsters the morale of the sales force and
of distributors, wholesalers, and retailers, ; it thus contributes to enthusiasts and
confidence attitude in the organizational. :
(v) To project an image. Advertising is used to promote an overall image of respect and
trust for an organization. This message is aimed not only at consumers, but also at the
government, shareholders, and the general public.
Importance of Advertising
A. Pioneering Advertising:
This type of advertising is used in the introductory stages in the life cycle of a
product. It is concerned with developing a “primary” demand. It conveys information
about, and selling a product category rather than a specific brand. For example, the initial
advertisement for black – and – white television and color television. Such
advertisements appeal to the consumer’s emotions and rational motives.
B. Competitive Advertising:
It is useful when the product has reached the market-growth and especially the
market-maturity stage. It stimulates “selective” demand. It seeks to sell a specific brand
rather than a general product category. It is of two types:
A. Direct Type: It seeks to stimulate immediate buying action.
B. Indirect Type: It attempts to pinpoint the virtues of the product in the expectation that
the consumer’s action will be affected by it when he is ready to buy.
Example: Airline advertising.
Air India attempts to bid for the consumer’s patronage either immediately - direct
action-in which case, it provides prices, time tables and phone numbers on which the
customer may call for reservations; or eventually – indirect action – when it suggests that
you mention Air India’s name when talking to your travel agent.
C. Retentive Advertising:
This may be useful when the product has achieved a favourable status in the
market – that is, maturity or declining stage. Generally in such times, the advertiser wants
to keep his product’s name before the public. A much softer selling approach is used, or
only the name may be mentioned in “reminder” type advertising.
AIT KANPUR ALOK SINGH Page 35
2. Public Service Advertising
This is directed at the social welfare of a community or a nation. The
effectiveness of product service advertisements may be measured in terms of the
goodwill they generate in favour of the sponsoring organization. Advertisements on not
mixing drinking and driving are a good example of public service advertising. In this type
of advertising, the objective is to put across a message intended to change attitudes or
behaviour and benefit the public at large.
3. Functional Classification
Advertising may be classified according to the functions which it is intended to
fulfil.
(i) Advertising may be used to stimulate either the primary demand or the selective
demand.
(ii) It may promote either the brand or the firm selling that brand.
(iii) It may try to cause indirect action or direct action.
A. Consumer Advertising
Most of the consumer goods producers engage in consumer product advertising.
Marketers of pharmaceuticals, cosmetics, scooters, detergents and soaps, cigarettes and
alcoholic beverages are examples. Baring a few, all these products are all package goods
B. Industrial Advertising
Industrial executives have little confidence in advertising. They rely on this form
of promotion merely out of fear that their competitors may benefit if they stop their
advertising efforts. The task of the industrial advertiser is complicated by the multiple
buying influence characteristics like, the derived demand, etc. The objectives vary
according to the firm and the situation. They are:
To inform,
To bring in orders,
To induce inquiries,
To get the advertiser’s name on the buyer’s list of sources,
To provide support for the salesman,
To reduce selling costs,
To help get items in the news column of a publication,
To establish recognition for the firm or its product,
To motivate distributors,
To recognition for the firm or its products,
To motivate distributors, to create or change a company’s image,
To create or change a buyer’s attitude, and
The basic appeals tend to increase the rupee profits of the buyer or help in
achieving his non-monetary objectives. Trade journals are the media most generally used
followed by catalogues, direct mail communication, exhibits, and general management
publications. Advertising agencies are much less useful in industrial advertising.
A. Retail Advertising
This may be defined as “covering all advertising by the stores that sell goods
directly to the consuming public. It includes, also advertising by establishments that sell
services to the public, such as beauty shops, petrol pumps and banks.” Advertising
agencies are rarely used. The store personnel are usually given this responsibility as an
added task to be performed, together with their normal functions. The result is that
advertising is often relegated to a secondary position in a retail store. One aspect of retail
advertising is co-operative advertising. It refers to advertising costs between retailers and
manufacturers. From the retailer’s point of view, co-operative advertising permits a store
to secure additional advertising that would not otherwise have been available.
B. Wholesale Advertising
Wholesalers are, generally, not advertising minded, either for themselves or for
their suppliers. They would benefit from adopting some of the image-making techniques
used by retailers – the need for developing an overall promotional strategy. They also
need to make a greater use of supplier promotion materials and programs in a way
advantageous to them.
A. National Advertising
B. Regional Advertising
C. Local Advertising
C. Local advertising
It is generally done by retailers rather than manufacturers. These advertisements
save the customer time and money by passing along specific information about products,
prices, location, and so on. Retailer advertisements usually provide specific goods sales
during weekends in various sectors.
Key findings:
• Hewlett Packard India was the highest spending advertiser with 2% share in
print
Print medium had the highest share (36%), second to TV advertising in Q1 ‘06
In Q1 ’06 the ‘Services*’ super category emerged with a share as high as 15%.
This super category encompasses all kinds of services offered, right from
hospitals/clinics to beauty parlors. (* ‘Services’ include categories like Properties/Real
Estates, Travel & Tourism, Airlines, Transport, Courier Services, etc.)
In Q1 ’06 Hewlett Packard India Ltd was the top advertiser with a share of 2%
Business Newspapers constituted a share of 9%, while 20% of Magazine ad space went
to Women’s magazines in Q1 2006.
(Source: Advertising trend in Print media in 1st Quarter of 2006: AdEx study - June 9,
2006)
Top 10 Brands:
1. Colgate
2. Amul
3. Dettol
4. Britannia
5. Lifebuoy
6. Ariel
7. Horlicks
8. Lux
9. Zee T.V.
10. Doordarshan
Source: - A & M
1. HTA
2. O&M
3. Mudra
4. FCB-Ulka
5. Rediffusion DY&R
Source: - A & M
1. HLL 688.95
2. ITC 201.24
Source: - A & M
1 11 HINDUSTAN LEVER
2 2 IOC
3 10 BPCL
4 6 HPCL
5 9 VSN
6 13 ITC
7 27 WIPRO
8 120 BHEL
10 17 BAJAJ AUTO
11 3 RELIANCE INDUSTRIES
12 37 NESTLE
13 5 GAIL
14
15 1 ONGC
16 20 M&M
17 86 INFOSYS TECHNOLOGIES
18 24 RANBAXY LABORATORIES
19 54 CASTROL
20 4 MTNL
This is one of the widely used measures of advertising results. Under this
measure, a recall of the message content among a specified group or groups or
prospective customers is measured within 24 hours of the exposure of the advertisement.
Attention value is the chief quality of the advertising copy the advertisements
cannot be said to be effective unless they attract the attention of the target consumers.
There are two methods for evaluating the attention getting value of the advertisements.
One is pre-test and the other is post-test. In a pre-test evaluation, the consumers are asked
to indicate the extent to which they recognise or recall the advertisement, they have
already seen. This test is conducted in the laboratory setting. Here consumers read, hear
or listen to the advertisement and then researchers ask question regarding the
advertisement just to test the recall and then evaluate it. In post-test method, the
consumers are asked questions about the indication of recognition or recall after the
advertisement has been run. These measures assume that customers can recall or
recognize what they have viewed or listened to. Various mechanical devices are being
used in the western countries which provide indices of attention such as eye-camera etc.
The marketers who rely heavily on advertising often appraise its effectiveness by
measuring the customer’s awareness about the particular product or brand. The
assumption of this type of measure is that there is a direct relationship between the
advertisements and the awareness. This type of measure is also subject to the same
criticisms as is applicable to direct measures of effectiveness (sales measures because
awareness is also not the direct result of the advertisements. It is also affected by many
other factors. But, for new products, changes in awareness can often be attributed to the
influence of advertising.
Since advertising is considered to be one way of influencing the state of the mind
of the audience towards a product, service or organisation, the results are very often
measured in terms of attitudes among groups exposed to advertising communication.
Several measures are used ranging from asking the questions about willingness to buy the
likelihood of buying to the measurement of the extent to which specific attributes (such
as modern or new) are associated with a product.
(vi) Action
1. Economic Impact
Other critics express concern over the way advertising has affected women
and racial minority groups. Ads in the 1950s depicted women primarily as
decoration or sex objects. Although millions of women worked outside the home
in the 1960s, ads continued to focus on their role as homemakers. Whether owing
to the feminist movement or to women's increasing economic power, after the
1960s it became more common to see women depicted in professional roles.
However, many ads today still emphasize a woman’s sexuality.
The way advertising has depicted racial minorities has also been harmful.
Prior to 1960, African Americans were usually shown in a subordinate position.
Due to the influence of the civil rights movement, however, advertisers by the
1980s had begun to depict African Americans as students, professionals, or
business people. However, many African American organizations and community
activists continue to object to the way that alcohol and tobacco companies have
seemingly targeted low-income minority communities with a heavy
preponderance of outdoor advertising for their products.
As ads have begun to more fully reflect the lives of women and African
Americans in the United States, increasing attention has been paid to the way in
which advertising shows other ethnic groups, including Hispanics, Asians, Native
Americans, and Eastern Europeans. There is still considerable debate over how
advertising influences public perception of gender and of particular ethnic groups.
At the same time, however, some critics warn that because advertising
plays such a major economic role, it may exercise undue influence on the news
media and thereby curtail the free flow of information in a free society. Reporters
and editors, for example, may be hesitant to develop a news story that criticizes a
major advertiser. As a result, society might not be alerted to harmful or potentially
harmful conduct by the advertiser. Most members of the news media deny that
pressure from an advertiser prevents them from pursuing news stories involving
that advertiser, but some members of the media acknowledge that they might not
be inclined to investigate an issue aggressively if it threatened to offend a major
advertiser.
3. Political Impact
4. Cultural Impact
SAMPLING UNIT
Data have been collected through the survey method while surveys have been conducted
in one city: Kanpur
The data collected was both from the primary and secondary source. The primary data
was collected through questionnaires and was collected personally.
The secondary data was collected through books, magazines, company website and other
websites. All the area had segmented according the population of this area. I have
considered 100 as sample size.
HYPOTHESIS TESTING
H0: The difference among the parameter which influences the perception of
consumers towards the product is significant.
STILL IMAGE 3 8 8 9
MOVING IMAGE 22 17 17 16
ENTERTAINMENT 10 5 4 7
INFORMATION 22 22 24 19
LANGUAGE 5 19 18 21
CELEBRITY 19 14 19 17
INTENSITY 16 12 11 13
SOCIAL ISSUE 5 17 18 19
NATIONAL ADS 23 23 16 14
LOCAL ADS 2 2 9 11
Total 1476.57 39
Interpretation:-
Since when the statistical value is less than table value then the null hypothesis is
accepted and hence we can say that the difference among the determinants and
parameters is insignificant.
GRAPHICAL INTERPRETATION
Interpretation:
Interpretation:
Interpretation:
Interpretation:
Entertaining advertisement does not affect the opinion of customer about the
product
Interpretation:
6. Does language used in advertisement affects your opinion about the product?
Interpretation:
Interpretation:
Presence of any celebrity affects on the opinion of consumers about the product.
8. Does intensity of the advertisement affects your opinion about the product?
The effect of intensity is very powerful on the opinion of consumers about the
product.
9. Does presence of social issues in the advertisement affects your opinion about
the product?
FINDINGS
Advertisements with moving image are more effective than advertisement with
still image.
Social issues included in advertisement affects the perception of high age group
people.
LIMITATIONS
The responses given by respondents were not always accurate because the
respondents gave the response according to their understanding.
Survey is a time consuming process but the time to collect the data for
research was very less.
Sometimes the respondents are not willing to fill the questionnaire and
hence the resultant may not be correct.
10. Conclusions
• It’s difficult to sell anything to people who don’t know about company
or its product.
11. My Learning
In VAM, every person work under tremendous pressure to do the best within time limit.
Their relations between each other are very friendly.
So I learnt that how to do work without taking more stress under tremendous pressure
and how to make good relations between your seniors and juniors. This knowledge helps
me not only in my professional career but in my normal life also.
.
Instructing:
Teaching others how to do something.
Active Learning:
Understanding the implications of new information for both current and future
problem-solving and decision-making.
Coordination:
.
Fluency of Ideas:
The ability to come up with a number of ideas about a topic (the number of ideas
is important, not their quality, correctness, or creativity).
Stress Tolerance:
Job requires accepting criticism and dealing calmly and effectively with high
stress situations.
SUGGESTIONS
Advertisement should be according to the product and its suitability with different
age groups.
Questionnaire
Name: ……………………………….................................
Sex: a. Male [ ] b. Female [ ]
Age:
a. Below 20 [ ]
b. 20 to 30 [ ]
c. 30 to 40 [ ]
d. Above 40 [ ]
Occupation:
a. Student [ ]
b. Business class [ ]
c. House hold [ ]
d. Service class [ ]
a. Television [ ]
b. Newspapers [ ]
c. Magazines [ ]
d. Internet [ ]
e. Peers (friends/family) [ ]
a. Information [ ]
b. Entertainment [ ]
a. Yes [ ]
b. No [ ]
a. Yes [ ]
b. No [ ]
6. Does language used in advertisement affects your opinion about the product?
a. Yes [ ]
b. No [ ]
7. Does presence of any celebrity in the advertisement affects your opinion about the
product?
a. Yes [ ]
b. No [ ]
a. Yes [ ]
b. No [ ]
9. Does presence of social issues in the advertisement affects your opinion about the
product?
a. Yes [ ]
b. No [ ]
a. Yes [ ]
b. No [ ]
a. National advertisement [ ]
b. Local advertisement [ ]
13. Bibliography
1. www.books.google.com
2. www.scribd.com
3. www.paulbeelen.com
4. www.indiainfoline.com
5. www.exchange4media.com
6. www.clarkeagency.net