advertising effectiveness of prepaid scheme at bsnl
TRANSCRIPT
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7/27/2019 Advertising Effectiveness of Prepaid Scheme at BSNL
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Advertising Effectiveness of Prepaid Scheme at BSNL
ADVERTISING EFFECTIVENESS OF PREPAID SCHEME IN BHARAT SANCHAR
NIGAM LIMITED AT KARAIKUDI TELECOM DISTRICT
The telecom revolution typically represents the countrys post 1991 economic transformation-from a hesitant beginning to explosive growth. Today there are over 270 million telecom
subscribers. This mobile telephony led revolution is spreading to every corner of the country and
over eight million mobile subscribers signup for every month. Over the last decade, not only hasIndia emerged as the fastest growing mobile market but also as one of the largest in terms of
customers
STATEMENT OF OBJECTIVES
1. To find out the socio-economic background of mobile users in Karaikudi TelecomDistrict.
2. To measure the effectiveness of BSNLs Mega Super Plan print advertisement.
STATEMENT OF HYPOTHESES
1) H1: More than 50% of the respondents remember both the company and the advertisement.
2) H2: More than 50% of the respondents feel that the advertisement is motivating them to buy
the prepaid scheme.
3) H3: More than 50% of the respondents feel that the advertisement is closely associated withmaking smart choices.
4) H4: More than 25% of the respondents feel that the advertisement is informative.
5) H5: More than 50% of the respondents strongly consider purchasing the prepaid scheme after
viewing the advertisement.
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CONCLUSION
SOCIO-ECONOMIC BACKGROUND OF MOBILE PHONE USERS IN KARAIKUDI
Majority of the prepaid mobile phone users are in the age group of 20-40 years. The average age
of prepaid customers in Karaikudi is 34 years. Most of the prepaid users have completed undergraduation and are business people. Greater parts of them are married and have no children and
are found to be following Nuclear Family System. The prepaid mobile users are earning
Rs.15000-30000 per month The Average house hold monthly income of prepaid mobile users is
Rs.24643.
EFFECTIVENESS OF BSNLS MEGA SUPER PLAN PRINT ADVERTISEMENT
It is found that majority of respondents remember the company BSNL. The weighted average
value for the motivating effectiveness of BSNL advertisement for prepaid scheme is somewhatnearer to the Motivating is not exactly motivating the customers to buy the prepaid scheme.
Majority respondents have said that low call cost is the main message of the advertisement andare attracted towards lowest call rate. Most of them have felt that buying this scheme is a smart
choice. Moreover, respondents feel that advertisement is Informative Weighted average
measure for The Advertisement Message Understandablity is 4.9 which means respondentsstrongly agree that message the advertisement is clearly understandable.
Based on the above findings it is concluded that BSNLs Mega Super Plan print advertisementis effective.
SUGGESTIONS:
Following suggestions are put forward to the marketing department of BSNL, Karaikudi for the
betterment of the print advertisement of the prepaid mobile scheme:
1. The print advertisement can be made more colourful and attractive.2.
The print advertisement can be published repeatedly at least one week before the launchof a prepaid scheme.
3. Advertisement to be made in regular interval to remind the customers about the schemeand its benefits.
4. Regular feedback can be obtained from the already existing customers and prospectivecustomers to measure the success of the print advertising.
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TABLE OF CONTENTS
CONTENT
CHAPTER PAGE NO
I INTRODUCTION
1.1 Fundamentals of Marketing and Advertising 12
II LITERATURE REVIEW
2.1 Industrial Profile 42
2.2 Company Profile 59
III OBJECTIVES AND HYPOTHESES
3.1 Statement of Objectives and Hypotheses 64
IV METHODLOGY
4.1 Research Design 66
4.2 Sample Design 66
4.3 Sample Frame 66
4.4 Sample Unit 66
4.5 Sample Size and Technique 67
4.6 Data Collection 68
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4.7 Data Processing 69
4.8 Frame Work for Data Analysis 69
4.9 Scope of the Study 69
V DATA ANALYSIS & INTERPRETATION 70
VI FINDINGS AND
CONCLUSIONS
6.1 summary of findings 108
6.2 Conclusion 110
6.3 Suggestions 111
APPENDIX
Copy of the print advertisement
Copy of Questionnaire
Bibliography
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