cp report 1 media effectiveness comparative study

8/13/2019 CP REPORT 1 Media Effectiveness Comparative Study

1/88

A Report On

Comparative study of effectiveness of various

Advertising Media

report Submitted by:

Enroll no.

Submitted to:-

(Mentor)

DECLARATION


2/88

Roll No.

Date:

Place:

CERTIFICATE

The forgoing project, entitled Comparative analysis of effectiveness of different

Advertsing Media carried out ! the "tudent na#ed. It i" here! appro$ed a" a

creditale "tud! of an %&A "uject carried out and pre"ented in a #anner "ati"factor! to

'arrant it" acceptance a" a prere(ui"ite to the degree for 'hich it ha" een "u#itted. It

i" under"tood ! thi" appro$al that the under"igned do not endor"e or appro$e an!

"tate#ent #ade, opinion e)pre""ed, or conclu"ion dra'n therein, ut appro$e the

project onl! for the purpo"e for 'hich it 'a" "u#itted. The project i" "u#itted for the

partial fulfil#ent for the "u##er training in %&A %ar*eting for the acade#ic !ear +-/

+-0.

2


3/88

1 %". 2ar"ha 3hattri 4

Project %entor

Contents

Inde) Page No.Ac*no'ledge#ent 5Chapter - Introduction 6/7Chapter + Literature Re$ie'

+.- Ad$erti"ing

+.+ The Ad$erti"ing Ca#paign

+. Need for re$ie'ing ad$erti"ing perfor#ance

+.0 Infor#ation flo' fro# ad$erti"er to con"u#er

+.8 9eneraliation" aout ad$erti"ing effecti$ene"" in #ar*et

+.5 Reference"

-/+

-/--

--/-

-/-0

-0/-6

-;/++

+Chapter Introduction to Different #ediu#" of ad$erti"ing

.- Tele$i"ion Ad$erti"ing

.+ Ne'"paper Ad$erti"ing

+0/

+0/+8

+8/+5

3


4/88

. %againe Ad$erti"ing

.0 Cine#a Ad$erti"ing

.8 Radio Ad$erti"ing

.5 %oile Ad$erti"ing

.6 Outdoor Ad$erti"ing

.; Direct #ail Ad$erti"ing

.7 ue"tionnaire -

8.-.+ >ue"tionnaire +

8.-. >ue"tionnaire

8.+ Co#pan! Re"earch Anal!"i"

0+/60

0+/ 58

0+/8-

8-/87

87/58

58/60Chapter 5 =inding" of the ue"tionnaire -

Con"u#er >ue"tionnaire +

Con"u#er >ue"tionnaire

Co#pan! >ue"tionnaire

6;/ ;;

6;/;-

;-/;

;0/;8

;5/;;&iliograph! ;7

4


5/88

Acknoledgement

I 'ould li*e to than* all of the people that helped #a*e thi" po""ile. =ir"t and

fore#o"t, I 'ould li*e to than* #! =acult! 9uide, %".2ar"ha 3hattri, than* !ou forencouraging #e to go do'n #! o'n re"earch path and 'or* on the topic I 'a"

pa""ionate aout. I *no' it 'a" #ore 'or* for !ou 'hen I decided to $enture do'n #!

o'n path and I appreciate all of !our guidance and "upport along the 'a!

It i" a plea"ure to all than* tho"e 'ho #ade thi" di""ertation po""ile for #e "uch a" #!

=ather 'ho ga$e #e the #oral "upport. All the people fro# the indu"tr!, 'ho ga$e #e

their $aluale ti#e and opinion and the All the people 'ho contriuted their opinion, to

#a*e thi" re"earch po""ile for #e.

I 'ould al"o li*e to e)pre"" #! gratitude to A#it! &u"ine""


6/88

La"t ut not the lea"t, I 'ant to than* our friend" 'ho e)tended their cooperation and

'ere patient at all "tage" of our 'or*.


7/88

'a! e denied, ecau"e if there i" u"ine"", there ought to e cu"to#er" and if there

are cu"to#er". Co##unication i" e$ident. Thi" co##unication i" ad$erti"ing.

Ad$erti"ing eing an in$e"t#ent to co#pan! future and li*e e$er! in$e"t#ent, a lot

depend" on ad$erti"ing, a" 'ell, in ter#" of people, profit, longe$it! of u"ine"",

"u"tainailit! etc. Thu", After a co#pan!, ha" co#e to realie the need of ad$erti"ing for

it" u"ine"", pri#e (ue"tion" it face" are

?here are #! target u!er"

?hat i" the e"t #ediu# to reach the#

?hich #ediu# can allo' u" #a)i#u# reach in #ini#u# po""ile in$e"t#ent

The"e our "o#e of the (ue"tion" on top of the #ind of e$er! u"ine"" once the!

ha$e decided to go for ad$erti"ing. ?ith ad$ent of technolog!, changing con"u#er"

preference" etc, A lot ha" changed in the 'a! 'e "hould ad$erti"e.

?h! doe" #o"t u"ine"" ad$erti"ing fail to !ield e)pected return on in$e"t#ent. That i"

ecau"e of "o#e of our 'rong deci"ion", 'e #a*e 'hile ad$erti"ing.

And one of the #ajor deci"ion i", @?hat "hould e the right #ediu# to ad$eri"e

Thu" the ai# of our "tud! i" to under"tand u"ine"" need" and correlate it 'ith

ad$erti"ing a"ic" and hence for#ulating a co#parati$e "tud! for under"tanding the

effecti$ene"" of $ariou" #ediu#" of ad$erti"ing according to u"ine"" need" and

e)pectation". To help u"ine"" #a)i#ie their reach, pulic acceptance,

per"onaliation, co"t effecti$ene"" ! "electing the right #ediu# to ad$erti"e.

The (ue"tion" to e$er!one" #ind no' 'ould e, I" "electing ad$erti"ing #ediu#"

efore ad$erti"ing "uch an i#portant and crucial deci"ion efore an!thing. e", It i". Let"

under"tand ho'.

There are $ariou" #ediu#" for ad$erti"ing li*e ne'"paper", #againe", radio,

tele$i"ion, cine#a, outdoor, #oile internet, direct #ailer etc. E$er! #ediu# follo'" it"

o'n "et of cu"to#er", co"t and ad$antage". Differentiating et'een different #ediu#"

eco#e" e""ential to get the #a)i#u# ad$antage" of Co##unication, reach, pulic

acceptance, co"t ad$antage, uilding rand i#age, "'itching ailitie", acceptance and

7


8/88

co"t, effecti$ene"" and (ualit! of add, co#patiilit! of ad 'ith the #ediu#, co#patailit!

'ith ti#e, "helf life, per"onaliation of #e""age, "hortco#ing" etc. E$er! #ediu#" rate"

differentl! on the "cale for ao$e thing" and thu" eing different on the a"i" of need"

and priorit! of u"ine"". Thu" our fir"t ojecti$e of the "tud! i" to under"tand all the

a$ailale #ediu#" of ad$erti"ing on the ao$e "aid a"pect".

After under"tanding different a$ailale #ediu#" of ad$erti"ing, It need" to e

co#prehended 'ith u"ine"" need" to deicide the "uitailit! of #ediu# according to

u"ine"" need", 'hich $arie" e)ten"i$el! fro# the "tage the co#pan! i" in to cu"to#er"

it i" targeting to the udget" it 'ant" to "pend. The $ariou" (ue"tion" 'hich e$er!

co#pan! "hould a"* efore choo"ing an ad$erti"ing #ediu# are

?hat are the long ter# ad$erti"ing ojecti$e" of the co#pan!

?hat re"pecti$e enefit" are the! e)pecting fro# there ad$erti"e#ent".

Are the! a'are of there target u!er". ?hether the! are *eeping it in #ind,

efore going in for a particular choice of ad$erti"ing #ediu#.

?hat pro#pt" the# to a particular ad$erti"ing #ediu# for there co#pan! F

Product. ?hether it depend" on "o#e out"ide agenc! or internal deci"ion".

Once, 'e ha$e under"tood the need" of ad$erti"ing ! $ariou" u"ine""e". There 'ould

e a co#parati$e "tud! for !ou to under"tand 'hich ad$erti"ing #ediu# i" "uitale to

'hat need" and 'hich u"ine"" can #a*e the #o"t effecti$e u"e of the "aid #ediu#.

Nothing" "ati"fie" #an than an intelligent rea"on or a logic. Once 'e ha$e actuall!

under"tood, 'hich #ediu# could e e"t for !our u"ine"". Our pri#e concern 'ould e

to *no' 'ere the"e choice" ju"tified. Thu" our ne)t "tep 'ould e to correlate the

correlate the effecti$ene"" of $ariou" ad$erti"e#ent" 'ith re"pect to the #ediu# u"ed

i.e Go' "ucce""ful a particular #ediu# i" to add on to an ad$erti"e#ent #eeting it"

ojecti$e".

Ga$ing under"tood all, not lea$ing an! "cope for a @'hat if "ituation. The "tud! ne)t

ai#" to co#parati$el! anal!e different ad$erti"e#ent ca#paign" of different o#panie"

under "a#e indu"tr! u"ing different #ediu#" for ad$erti"ing their product"

8


9/88

After under"tanding all the ao$e *no'ledge on ad$erti"ing and choice of ad$erti"ing

#ediu#, the "tud! 'ould e inco#plete 'ithout under"tanding the con"u#er" re"pon"e

to ad$erti"ing on different #ediu#". Thu" the "tud! ne)t ai#" to "tud!ing the attitude of

people to ad$erti"ing on $ariou" #ediu#" and under"tanding 'hich re"pecti$e "eg#ent

of people are effected #ore ! 'hich #ediu# of ad$erti"ing.

C!apter # $iterature Revie

#%" Advertising

Ad$erti"ing i", according to &elch and &elch 1+04, an! paid for# of nonper"onal

co##unication aout an organiation, product, "er$ice, or idea ! an identified "pon"or.

?ell", &urnett, and %oriart! 1+4 clai# that ad$erti"ing i" nonper"onal "ince it i" a

for# of #a"" co##unication and define" ad$erti"ing a" nonper"onal co##unication

fro# an identified "pon"or u"ing #a"" #edia to per"uade or influence an audience.

&elch and &elch 1+04 "ugge"t that ad$erti"ing i" the e"t *no'n pro#otional tool "ince

it i" per"ua"i$e. It i" al"o a $er! i#portant tool for co#panie" 'ho"e product" and

"er$ice" are ai#ing to "ati"f! #a"" con"u#er #ar*et".

9


10/88

Ad$erti"ing i" according to Telli" 1+04 an enor#ou" indu"tr! and the gro'th in

e)penditure" indicate" that the i#portance of ad$erti"ing i" not declining. The total

e)penditure" in the Hnited


11/88

fact that ad$erti"ing i" e$er!'here re"ult" in critici"# fro# people and reinforce" the

re"i"tance to'ard" it. &elch and &elch 1+04 al"o ac*no'ledge the prole# 'ith clutter

and define it a" @the a#ount of ad$erti"ing in a #ediu#.

#%# T!e Advertising campaign

?hile it i" the purpo"e of all ad$erti"ing to create #ar*et recognition and

penetration 1lead"4, the ad" the#"el$e" often fail to produce profit" greater than the co"t

of the ad. In fact, #o"t co#panie" are "ati"fied if their ad" onl! return their co"t in

increa"ed gro"" "ale". The! #u"t count on #ultiple ad" and repeat u"ine"" to "ho' a

profit. Thi" i" the #ajor dra'ac* of #aintenance or flat re"pon"e ad$erti"ing.

To dra' a co##on analog!: It i" li*e tr!ing to har$e"t a crop the "a#e da! !ou plant the

"eed" in !our garden. The alternati$e to flat re"pon"e ad$erti"ing i" cu#ulati$e re"pon"e

ad$erti"ing or, a" it i" co##onl! *no'n, an ad$erti"ing ca#paign. To continue the

garden analog!, cu#ulati$e re"pon"e ad$erti"ing fir"t u"e" re"earch to "elect an

appropriate "ite 'ith fertile "oil 1#ar*et deter#ination4, plant" the "eed" 1foundation

ad$erti"ing4, and then 'eed", 'ater" and fertilie" 1de$elop#ental ad$erti"ing4 until the

garden egin" to flouri"h. Onl! after the garden ha" egun to #ature do !ou har$e"t the

crop 1#aintenance ad$erti"ing4. The effecti$ene"" of thi" approach i" #ea"ured ! the

cu#ulati$e re"pon"e ratio.

&efore "tarting a ca#paign, the co"t of a (ualified re"pon"e to a #aintenance ad #! run

et'een - and 8 for an indu"trial e(uip#ent purcha"er. After the ca#paign ha"

een e)ecuted, the co"t can drop to a" lo' a" - to 8 or achie$e a -:- cu#ulati$e

re"pon"e ratio for the identical #aintenance ad. At thi" ad$erti"ing co"t, it eco#e"

ea"ier to "ho' a net profit on the initial "ale.

$aying out your &arden

The fir"t "tep in preparing an ad$erti"ing ca#paign i" to target the right #ar*et and

"elect the #edia 'hich offer" acce"" to that #ar*et.

The ne)t "tep i" to create and place foundation ad$erti"ing 'hich announce" to the

greate"t nu#er of people that !our product e)i"t" and 'hat place it occupie" in the

11


12/88

#ar*et. I" it the igge"t, the e"t, the lea"t e)pen"i$e Thi" eco#e" the product"

po"itioning "tate#ent and !our "elling propo"ition.

'lanting t!e (eeds

The ne)t pha"e of cu#ulati$e re"pon"e ad$erti"ing i" the preparation and place#ent of

de$elop#ental or "ale" uilder ad$erti"ing. Rather that "tating the "elling propo"ition,

the"e ad" target on *e! deci"ion #a*er", relate to their need" or *e! u!ing #oti$ation"

and offer the feature" and enefit" of !our product" to "ati"f! tho"e need".

=or target" 'here the *e! u!ing #oti$ation i" road a"ed, the ad" are u"uall! large,

four color proce"". In "ituation" 'here the target i" le"" than -M of audience, opti#u#

"pace 1-F+ or -F page4 lac* and 'hite ad" are u"ed. ?hile the le$el of re"pon"e i"

"o#e'hat higher fro# de$elop#ental ad$erti"ing than foundation ad$erti"ing, the

pri#ar! purpo"e i" long/ter# recognition of product enefit" 'ithin the target audience.

The re"pon"e can again e u"ed to further refine and target the ne)t pha"e of

ad$erti"ing %aintenance Ad$erti"ing.

)arvesting your Crop

&! the ti#e !our ad$erti"ing "trateg! enter" the #aintenance pha"e, !our the product

'ill ha$e de$eloped real and potential #ar*et". All that i" re(uired to turn an indi$idual

fro# the real #ar*et into a cu"to#er i" the infor#ation nece""ar! to #a*e a purcha"e

deci"ion. Thi" i" infor#ation "uch a" application, price or a$ailailit!.


13/88

u"ine"" of ad$erti"ing and the co##it#ent that ?


14/88

%anage#ent 'ill e forced to define "pecificall! 'hat each ele#ent of it" progra# i"

intended to acco#pli"h, in advance of actual ad$erti"ing e)po"ure.

An accurate feedac* "!"te# could e pro$ided to #anage#ent, a""i"ting the# in

unco$ering 'hat the ad$erti"ing progra#'or*ing in conjunction 'ith other #ar*eting

force"i" actually acco#pli"hing in the #ar*etplace.

%anage#ent 'ould e ale to u"e and to learn fro# e)perience 1oth "ucce""e" and

failure"4 in order to create #ore effecti$e co##unication" in the future.

#%, Information flo from advertiser to consumer and a realistic

program to measure advertising effectiveness

Infor#ation fro# $ariou" i#per"onal "ource" i" co##unicated to the con"u#er, eitherdirectl! or ! another per"on. Thi" #e""age i" affected ! #an! "utle !et #eaningful

$ariale" o$er 'hich the ad$erti"er ha" little control. =or e)a#ple, "e$eral "tudie" ha$e

illu"trated that the t!pe of #e""age pre"entation, the attitude" of the audience to the

tran"#itter 1'hether it i" #edia or hu#an4, the order of pre"entation, and the e#otional

"et of the audienceQ all "er$e to influence the effecti$ene"" of infor#ation, that i", all

infor#ation "upplied ! a $ariet! of "ource" and affected ! #an! different factor",

e$entuall! re"ult" in a product/related #e""age of "o#e *ind eing percei$ed ! the

con"u#er.

The reception of infor#ation directed to the con"u#er i" #erel! the eginning of the

co##unication" proce"". =urther#ore, there i" no certaint! that e$en thi" initial "tep of

the ad$erti"ing co##unication" proce"" 'ill e "ucce""ful. An ad$erti"ing #e""age 'ill

e recei$ed ! the con"u#er onl! if it i" tran"#itted through appropriate #edia. A

#e""age 'hich theoreticall! co##unicate" 'ell 1for e)a#ple, in a te"t "ituation it i"

re#e#ered and under"tood it i" "ucce""ful in changing or confir#ing attitude",

opinion", and preference"4 could ea"il! e ineffecti$e 'hen pre"ented ! inappropriate#edia.

E$en if appropriate #edia are u"ed and the con"u#er doe" eco#e e)po"ed to the

#e""age, it i" "till unreali"tic to e)pect that he 'ill u! the product at the fir"t

opportunit!. The #e""age #u"t fir"t attract the con"u#er" attention in "o#e 'a!

14


15/88

1either con"ciou"l! or "ucon"ciou"l!4. Other'i"e, no #atter ho' 'ell/con"tructed and

ho' 'ell/tran"#itted, the #e""age 'ould e ineffecti$e a" an ad$erti"ing $ehicle. The

fact that con"u#er" retain onl! a ."#all portion of 'hat the! are actuall! e)po"ed

toeither ecau"e of an inailit! to retain all #e""age" or a lac* of de"ire to do "o

"ugge"t" that con"iderale attention "hould e gi$en to thi" prole#.

A""u#ing the "ale" #e""age i" recei$ed ! the con"u#er, and attract" hi" attention, the

#ar*eter "hould "till not e)pect change" in purcha"e eha$ior. The #e""age #u"t fir"t

influence change" in preference ! altering or "trengthening *e! attitude" and i#age"

aout the product. &oth in/theatre and (ue"tionnaire re"earch te"t" ha$e de#on"trated

the po""iilit! that a con"u#er #a! e e)po"ed to a #e""age 'ith no re"ultant change

in any i#age or attitude aout the product, #uch le"" a change in preference. The *e!

i""ue here i" the true saliency of the product #e""age fro# the con"u#er" point of

$ie', rather

than the effecti$ene"" 'ith 'hich the ad$erti"er co##unicated the product #e""age he

judged to e i#portant to con"u#er".


16/88

"pecific #edia to 'hich con"u#er" ha$e recentl! een e)po"ed, and the fre(uenc! of

"uch e)po"ure.=or e)a#ple, one could carefull! ite#ie the "pecific #againe" read,

tele$i"ion "ho'" "een, or radio "ho'" heard.


17/88

"ought #ight include "uch factor" a" product rand, "ie and a#ount u"uall! purcha"ed,

$ariou" u"e" and #ethod" of u"age, a" 'ell a" the con"u#er" current product in$entor!

on hand.

=. The t!pe of data de"cried ao$e can e u"ed onl! to #ea"ure 'hat the ad$erti"ing

for a product i" acco#pli"hing relative to it" co#petition. Go'e$er, it cannot tell the

#ar*eter the economic $alue of hi" current ad$erti"ing "trateg!. A" noted earlier, there

are a large nu#er of $ariale" 'hich #u"t e accounted for and controlled in order to

pro$ide thi" t!pe of infor#ation. The actual e)perience of "e$eral #anufacturer"Q

"ugge"t" that it i" po""ile to pro$ide #anage#ent 'ith a "erie" of ojecti$e indicator"

of ad$erti"ing" econo#ic $alue. The"e o"er$ation" #a! then e e)a#ined in light of

current #ar*et condition", go$ern#ent action", co#petiti$e acti$itie", and "o on, in order

to gain in"ight into a #ea"ure of ad$erti"ing" econo#ic $alue.

#%- &enerali.ations a/out advertising effectiveness in market

19ERARD . TELLI


18/88

QAd$erti"ing ela"ticit!Q i" the percentage change in "ale" of a rand for a - percent

change in the le$el of ad$erti"ing. It i" free of an! unit".


19/88

i" effecti$e in increa"ing "ale". Third, re"earcher" need to e cautiou" aout #odeling

ad$erti"ing re"pon"e. The! need to properl! control

for independent $ariale", carr!o$er effect", and #ultiplicati$e #odel". =ourth,

re"earcher" need to u"e data at the unit e)po"ure ti#e and correct for e"ti#ate" of

ela"ticit! if the! u"e #ore aggregate data 1Telli" and =ran"e", +5

52 RE(EARC) O+ A01ERTI(I+& 6EI&)T

Q?eightQ refer" to the le$el or inten"it! of the ad$erti"ing udget. T!picall!, the "tudie" in

thi" group e)a#ine the effect of difference" in ad$erti"ing udget acro"" ti#e period" or

region". The #ain focu" of "uch "tudie" i" to deter#ine 'hether an increa"e in 'eight

tran"late" into a proportional or profitale increa"e in "ale" of the ad$erti"ed product.

Re"earcher" ha$e carried out #ore than 08 #ar*et or field e)peri#ent" to a""e"" the

effecti$ene"" of ad$erti"ing. In "uch e)peri#ent", re"earcher" co#pare t'o or #ore

"i#ilar #ar*et", each of 'hich differ" ! a particular ad$erti"ing 'eight. In #o"t ca"e",

the e)peri#ent" la"t for "e$eral ti#e period" to enale the re"earcher" to get a"eline

"ale" efore the change in ad$erti"ing 'eight and a""e"" carr!o$er "ale" after the

change ha" een #ade. The"e e)peri#ent" $aried 'idel! in ti#e period, #ar*et",

product conte)t", ad$erti"ed rand", and change" in 'eight 1Telli", +0, +64.

&enerali.ations from advertising7eig!t studies

Re"earch fro# 'eight "tudie" lead" to the follo'ing "i) i#portant and "urpri"ing

finding":

S E$en if ad$erti"er" #a*e a ig increa"e or decrea"e in 'eight, "ale" do not increa"e or

decrea"e ! #uch.

S If ad$erti"er" #a*e cut" in 'eight, "ale" do not i##ediatel! decrea"e.

S If ad$erti"ing i" effecti$e, it" effect" are $i"ile earl! in the life of a ca#paign.

S Con$er"el!, if earl! ad$erti"ing i" ineffecti$e, then repetition 'ill not create or enhance

it" effecti$ene"".

S If ad$erti"er" #a*e change" in #edia, product, target "eg#ent", "cheduling, and

e"peciall! content of the ad$erti"ing, the! are #ore li*el! to cau"e change" in "ale" than

if the! #erel! change 'eight.

S ?here profitailit! of the ad$erti"ing ha" een a""e""ed, ad$erti"ing "ee#" to e

profitale le"" than half the ti#e.

19


20/88

Implications

The"e re"ult" "ugge"t three i#plication". =ir"t, fir#" could e o$er/ad$erti"ing, not onl!

in the a#ount of ad$erti"ing the! do, ut al"o in u"ing the "a#e content, po"itioning",

product, #edia, and "chedule too long.


21/88

=or #ature, fre(uentl! purcha"ed product", the opti#u# le$el of e)po"ure i"

relati$el! "#all, ranging fro# one to three e)po"ure" a 'ee*.

&rand lo!alt! #oderate" re"pon"e to ad$erti"ing e)po"ure", in that e"tali"hed

rand" ha$e an earlier and lo'er pea* re"pon"e to ad$erti"ing e)po"ure" than

ne'er rand".

&rand choice i" #ore re"pon"i$e to the nu#er of con"u#er" the ad$erti"e#ent

reache" than to fre(uenc! 'ith 'hich it i" repeated.

Implications

The"e finding" "ugge"t t'o i#plication": =ir"t, ad$erti"er" need to target lo!al u!er"

and nonu!er" of their product" 'ith differing le$el" of e)po"ure".


22/88

S Con$er"el!, e#otional appeal" are #ore effecti$e late rather than earl! in a product"

life c!cle.

Implications

The"e finding" ha$e t'o i#portant i#plication" for ad$erti"er". =ir"t, to increa"e

effecti$ene"", ad$erti"er" "hould #odif! content #ore than increa"ing 'eight or

fre(uenc!.


23/88

Roger G. &olin, cited in Ru""el G. Colle!, Defining Advertising Goals for

Measured Advertising Results 1Ne' or*: A""ociation of National Ad$erti"er",

-75-4, =ore'ord.4

ournal of %ar*eting. 2ol. , -7574.

C!apter * Introduction to different mediums of

Advertising

The pro#i"e of #edia ad$erti"ing i" great. It" an opportunit! for a rand to tell it" "tor!

directl! to the ulti#ate con"u#er. It" an opportunit! to uild a'arene"" and project a

po'erful rand i#age. It" an opportunit! to create and uild rand e(uit!. It" an

opportunit! to !pa"" the trade, an opportunit! to circu#$ent co#petitor". In actual

practice, ho'e$er, the pro#i"e of #edia ad$erti"ing I "eldo# realied. In fact, the

oppo"ite i" true. %edia ad$erti"ing i" proal! the #o"t inefficient, lea"t producti$e

e)penditure in the t!pical co#pan!" #ar*eting udget.

*%"Television Advertising

23


24/88

Tele$i"ion ad$erti"ing pro$ide" a $er! po'erful $ehicle for deli$ering a #e""age aout

!our product or "er$ice to the 'ide"t audience po""ile. The $i"ual i#pact of $ideo

"i#pl! ha" a great ailit! to capture and hold the audience#ore "o than the #ore

"tatic #ediu#" of print or audio #edia. Although it #a! "ee# li*e a daunting ta"*, !ou

can 'rite and produce !our o'n co##ercial at a tele$i"ion "tudio, or at a local college or

high "chool that ha" an audio/$i"ual depart#ent. The co"t" of producing a fifteen/,

thirt!/, or "i)t!/"econd tele$i"ion "pot 'ill $ar! depending upon the "et", "pecial effect",

talent, e(uip#ent, and cre' nece""ar! to pull off !our concept.

The co"t for placing a tele$i"ion ad depend" upon the t!pe of "tation, the ti#e of da!

!our ad air", and the ad run fre(uenc!.


25/88

E$er! ad$erti"ing #ediu# ha" characteri"tic" that gi$e it natural ad$antage" and

li#itation". A" !ou loo* through !our ne'"paper1"4, !oull notice "o#e u"ine""e" that

ad$erti"e regularl!. O"er$e 'ho the! are and ho' the! ad$erti"e their product" and

"er$ice". %ore than li*el!, their ad$erti"ing in$e"t#ent i" 'or*ing if it" "ellingV

(ome Advantages in +espaper Advertising

Al#o"t e$er! ho#e recei$e" a ne'"paper, either ! ne'""tand or ho#e deli$er!.

Reading the ne'"paper i" a hait for #o"t fa#ilie". And, there i" "o#ething for

e$er!od!: "port", co#ic", cro""'ord", ne'", cla""ified", etc. ou can reach certain

t!pe" of people ! placing !our ad in different "ection" of the paper. People e)pect

ad$erti"ing in the ne'"paper. In fact, #an! people u! the paper ju"t to read the ad"

fro# the "uper#ar*et, #o$ie" or depart#ent "tore".

Hnli*e ad$erti"ing on T2 and radio, ad$erti"ing in the ne'"paper can e e)a#ined at

!our lei"ure. A ne'"paper ad can contain detail", "uch a" price" and telephone nu#er"

or coupon".

There are #an! ad$antage" to ad$erti"ing in the ne'"paper. =ro# the ad$erti"er"

point/of/$ie', ne'"paper ad$erti"ing can e con$enient ecau"e production change"

can e #ade (uic*l!, if nece""ar!, and !ou can often in"ert a ne' ad$erti"e#ent on

"hort notice. Another ad$antage i" the large $ariet! of ad "ie" ne'"paper ad$erti"ing

offer". E$en though !ou #a! not ha$e a lot of #one! in !our udget, !ou can "till place

a "erie" of "#all ad", 'ithout #a*ing a "acrifice.

(ome 0isadvantages it! +espaper Advertising

Ne'"paper" u"uall! are read once and "ta! in the hou"e for ju"t a da!.

The print (ualit! of ne'"paper" i"nt al'a!" the e"t, e"peciall! for photograph".


26/88

%an! of the "a#e QprintQ t!pe principle" 'hich appl! to ne'"paper ad$erti"ing al"o appl!

to #againe ad$erti"ing. The igge"t difference" are: %againe" are u"uall! 'ee*l! or

#onthl! pulication" in"tead of dail!. Ad$erti"ing #e""age" are #ore i#age/oriented

and le"" price/oriented. The (ualit! of the picture" and paper are "uperior to ne'"print.

Ad$erti"e#ent" in$ol$e color #ore often. The general rule that !ou can run the "a#e ad

/8 ti#e" 'ithin a ca#paign period efore it" appeal le""en" applie" to #againe

ad$erti"ing a" 'ell, e$en 'ith a #onthl! pulication.


27/88

"hould e ta*en into account. The #ea"ure" de$eloped for tele$i"ion are not nece""aril!

appropriate for #againe".

%oreo$er, e)po"ure to a #againe ad i" under the reader" control, 'herea" e)po"ure

to a T2 co##ercial i" not in the $ie'er" control. Tele$i"ion and #againe

ad$erti"e#ent" are "tored in #e#or! in different 'a!". A T2 co##ercial tend" to e

held in the #ind a" a W"tor!. ?ith #againe ad$erti"e#ent" a higher proportion of

#e#orie" are "tored a" infor#ation aout the product rather than aout the ad it"elf.

Con"e(uentl!, a" a criterion of the ad$erti"ing efficienc! of #againe", #ea"uring

thea"orption of product #e""age" i" #ore rele$ant than ad a'arene"". Hnli*e

tele$i"ion, #againe" offer repeat e)po"ure" to the ad$erti"ing. The t!pical reader loo*"

at an a$erage page on #ore than t'o occa"ion".

*%, Cinema Advertising

Cine#a ad$erti"ing i" a d!na#ic #ediu# offering ad$erti"er" the opportunit! to reach

their target con"u#er" in a di"traction/free, co#pelling en$iron#ent. Ad$erti"er"

"ho'ca"e their rand" on an entertain#ent ac*drop and acce"" the "tar po'er that

dri$e" con"u#er" to theatre". Cine#a ad$erti"ing i" eco#ing a #ore e""ential,

"trategic part of the #edia plan, for #an! rand categorie". Con"u#er" are #ore li*el!

to con"ider and choo"e a rand 'hen in/cine#a ad$erti"ing i" part of the o$erall #edia

#i).%o$iegoer" 'ho "a' in/theatre ad$erti"ing are 00M #ore li*el! to re#e#er the ad

than con"u#er" 'ho "a' it on T2. Cine#a ad$erti"ing ha" longe$it!. Hp to one 'ee*

after "eeing co##ercial at the #o$ie", nearl! half of con"u#er" could na#e the "pecific

rand" the! "a' ad$erti"ed. In ter#" of reach, it i" lo'er than T2 ut in ter#" of i#pact

it i" around 8 ti#e" higher. There i" etter ROI on Cine#a a" a #ediu# 'hen co#pared

'ith tele$i"ion.

Cine#a attendance 'orld'ide ha" increa"ed rapidl! in recent !ear" and thi" gro'th

inttendance ha" "een a parallel increa"e in the utiliation of cine#a a" an ad$erti"ing

#ediu# 12al %organ Cine#a Ad$erti"ing, per"onal co##unication -7754.

In addition to the increa"ing reach of cine#a, "o#e re"earcher" ha$e argued that

cine#a po""e""e" a nu#er of ad$antage" 'hich #a*e it a #ore attracti$e #ediu#

than ha" hitherto een recognied 1"ee ohn"on -7;-4. In the onl! #ajor "tud! to

e)plore cine#a ad$erti"ing, ohn"on identified the high (ualit!, high re"olution

27


28/88

pre"entation offered ! cine#a the Q"ocialQ a"pect of #o$ie going 'hich, he "ugge"ted,

en"ure" deci"ion/#a*er" $ie' ad$erti"ing in the co#pan! of purcha"e influencer" the

capti$e en$iron#ent of cine#a, and the lac* of clutter affecting the #ediu#, a" rea"on"

for it" increa"ing popularit!. Ge ac*no'ledged "o#e di"ad$antage", e"peciall! the

difficult! of uilding fre(uenc! 1although thi" i" ea"il! addre""ed through the u"e of other

#edia 'ithin a "pecific "chedule4 the lo'er reach 'hen co#pared to traditional

roadca"t #edia, and oo*ing con"traint". Go'e$er, de"pite the"e prole#", ohn"on

concluded that cine#a 'a" an under/utilied #ediu#.

*%- Radio Advertising


29/88

Radio i" al"o a 'a! to "upport !our printed ad$erti"ing. ou can "a! in !our

co##ercial, Q


30/88

*%


31/88

S Increa"ing #oilit! of con"u#er" a" the! "pend #ore ti#e on the road 'hile

co##uting to and fro# place" of 'or* and rela)ation, in "pite of the increa"ing co"t of

fuel

S Increa"ing nu#er of 'or*ing indi$idual" per fa#il!, it"elf influenced ! an increa"ing

co"t of li$ing and life"t!le

=urther#ore, con"u#er" are increa"ingl! e)erting control of their purcha"e and

con"u#ption hait", de#anding the ad content that the! 'ant to "ee 'hen the! 'ant to

"ee it. The increa"ing clutter of ho#e/a"ed ad$erti"ing fro# a urgeoning nu#er of

T2 and radio channel", and a 'idening option of print #edia fro# #againe" to

ne'"paper", ha" #ade it difficult to #a*e purcha"e deci"ion" at ho#e. A" a re"ult, #o"t

con"u#er" are no' #a*ing "uch deci"ion" out/of/ho#e, at that #o#ent in ti#e

i##ediatel! efore the point of purcha"e.

*%= 0irect Mail

?hat #a*e" QdirectQ #ail different than regular #ail Nothing. It" ju"t a 'a! the

ad$erti"ing 'orld de"crie" a pro#otional #e""age that circu#$ent" traditional #edia

1ne'"paper, radio, T24 and appeal" directl! to an indi$idual con"u#er. H"uall! through

the #ail, ut other carrier" al"o participate.

Direct #ail #a! e u"ed #ore than !ou thin*.


32/88

co#pan! in !our area that 'ould happ! to con"ult 'ith !ou on !our need". If not,

there are a nu#er of national #ailing li"t" a$ailale.

0. =or a""e#l!, addre""ing and #ailing !our project, !ou al"o ha$e the choice of

doing it !our"elf or locating a #ailing "er$ice co#pan! to do it for !ou. A" the

nu#er" of !our direct #ail piece" increa"e, the #ore practical it i" for !ou to

enli"t "uch an organiation for a""i"tance. The! al"o are $er! good at getting !ou

the lo'e"t po"tal rate".

8. Con"ider u"ing a "elf/addre""ed repl! card or en$elope to "trengthen return. H"e

a &u"ine"" Repl! Po"tage Nu#er on the en$elope and !oull onl! pa! for the

card" 'hich are "ent ac* to !ou.

The le""ing 1or cur"e4 of direct #ail i" that there are no "et rule" for for# or content.

The ta"* of deciding 'hat !our #ailing "hould ha$e a" content, it" de"ign and it"

#e""age1"4 i" up to !ou. Go'e$er, re#e#er to attract the reader" attention 'ith color

and creati$it!. H"e clear, co#fortale 'riting and #a*e !our appeal ea"! to re"pond.

And of cour"e, coordinate the #ailing 'ith other ad$erti"ing #edia if !ou are al"o u"ing

the# in the "a#e ca#paign. It can "ignificantl! increa"e the potential return.

*%> (pecialty Advertising

Q9i$ea'a!"Q // the pencil", pen", utton", calendar" and refrigerator #agnet" !ou "ee

e$er!da! // are called Q


33/88

The"e are oth long/ter# ad$erti"ing in$e"t#ent" that can ta*e #onth" or !ear" to turn

into actual "ale".

=ir"t, "elect the e"t ite# that 'ould tell !our "tor! #o"t effecti$el!. ?hile an accountant

can gi$e a'a! an ine)pen"i$e calculator, the "a#e ite# #a! not e ideal for ahairdre""er. A co# or ru"h #ight e #ore appropriate in that ca"e.


34/88

po""ile 'a! and uild the long ter# relation" 'ith the#. Ad$erti"ing toda! i" an

i#portant ite# on the top #anage#ent agenda. The fore#o"t rea"on, of cour"e, i" the

increa"e in "ie of ad$erti"ing e)penditure". In #an! ca"e", ad$erti"ing ha"eco#e the

third, "econd, and in a fe' ca"e", the large"t ite# in the corporate udget. 3eener

co#petition, together 'ith e)panded plant capacit!, ha" forced a greater reliance on

ad$erti"ing to #aintain or increa"e $olu#e and profit.

E$er! u"ine"" in$e"t" huge a#ount of ti#e and #one! on it" ad$erti"ing ut the

prole# ari"e" 'hen it fail" to deli$er re"ult.


35/88

Qdo 'ithout,Q the! are al"o the #ediu# 'hich pro$ide" the e"t "ource of infor#ation on

durale good" in their opinion.

Thu", the goal of the "tud! i" to under"tand ho' the right choice of #edia can actuall!

help in getting #a)i#u# po""ile enefit" fro# ad$erti"ing. E$er! #ediu# of ad$erti"ing

carrie" it" o'n re"pecti$e enefit, it" o'n "et of lo!al audience and it" o'n different chief

characteri"tic". Thu", at "o#e point of ti#e" co#panie" ha$e no a$ailale criteria, to

judge, 'hich #ediu# 'ould e #o"t effecti$e to "ol$e their re(uired purpo"e than

udget a" a con"ideration. The particular "tud! ai#" to under"tand e$er! a"pect of the

different #ediu# and correlate it 'ith $ariou" need" of the u"ine"".

,%# O/?ectives of t!e (tudy

The re"earch i" done fro# t'o per"pecti$e" that are fro# the co#pan! per"pecti$e a"

'ell a" the con"u#er per"pecti$e.

The pri#e ojecti$e of the "tud! fro# the u"ine"" per"pecti$e are "tated a" follo'

-4 To under"tand ad$erti"ing for u"ine""e".

+4 To under"tand and e)plore different a$ailale #ediu#" of ad$erti"ing for

u"ine""e".

4 To under"tand the pri#ar! ojecti$e" and need" for ad$erti"ing of $ariou"

u"ine""e" 1'.r.t. "elect indu"trie"4.

04 To under"tand the


36/88

+4 To under"tand 'hich re"pecti$e "eg#ent of people i" affected #ore ! 'hich

#ediu# of #ar*eting.

,%* Researc! Met!odology

Re"earch #ethod" are u"ed to pro$ide a "!"te#atic approach to re"earch and help" in

ordering the data collected in order to e to anal!e it and conclude 'hether it an"'ered

a particular (ue"tion or not. There are a"icall!, t'o t!pe" of re"earche", Pri#ar!

re"earch and "econdar! re"earch. ?e ha$e u"ed oth the re"earche" in our "tud!. Our

pri#ar! re"earch "upport" the *no'ledge and curio"it! ehind our "econdar! re"earch.

A4


37/88

pha"e of gro'th fro# "tart up to gro'th to #aturit! and thu" e ha$ing different

ad$erti"ing need" li*e ROI or i#age uilding etc.To under"tand 'hich re"pecti$e need i"

#et ! 'hich particular #ediu# of ad$erti"ing

,%,%" (ample Frame

The di$er"e "et of ; to - co#panie" 'a" inter$ie'ed fro# different indu"trial "ector for

the "aid re"earch. Co#panie" fro# different pha"e" of gro'th fro# "tart/up to gro'ing

to #ature organi"ation" 'ere inter$ie'ed for the re"earch. Co#panie" ha$ing di$er"e

u"ine"" need" fro# "ale", ROI, relation"hip uilding, rand uilding, Infor#ation

Pro$iding etc "o a" to get the clear picture a" to 'hat are the need" of the di$er"e "et of

organi"ation".

,%,%# Met!od of Researc!

There are generall! t'o t!pe" of re"earch #ethod", (uantitati$e and (ualitati$e. The"e

#ethod" can e u"ed together or "eparatel!, one "hould choo"e the #ethod #o"t

appropriate to the purpo"e of the the"i" 1Cantler, -77+4. The t'o approache" #ainl!

differ in ho' to collect and anal!e data. >uantitati$e #ethod i" focu"ing on "tati"tical

in"tru#ent" and ho' to pro$e relation" et'een different $ariale" =urther#ore, it i"

characteried ! a large "a#ple 'hich i" e)a#ined $ia for#", "tati"tical #ethod" and

anal!"i" of the data. An ad$antage of (uantitati$e re"earch i" the high degree of

ojecti$it! and due to the large "cope of o"er$ation" it i" po""ile to #a*e

generaliation". >ualitati$e #ethod on the other hand, #ean" re"earch that generate"

de"cripti$e data 1Ta!lor J &ogdan, -7;04. It i" "aid that the (ualitati$e #ethod reflect"

upon "o#ething and that the data collection in thi" #ethod i" focu"ing on "o called @"oft

data. The purpo"e of the the"i" i" to get indu"tr! opinion" and anal!e the#, Thu"

>uantitati$e #ethod 'a" u"ed.

=ollo'ing Re"earch #ethod" 'ere u"ed

>ue"tionnaire": The (ue"tionnaire 'a" $er! i#portant a"pect of re"earch 'or*.

The (ue"tionnaire 'a" con"tructed for the indu"tr! and co#pan! people, to get

their opinion", 'hich could further e anal!ed and could help further in finding"

37


38/88

The t!pe of (ue"tion" u"ed in the (ue"tionnaire 'ere

- De#ographic >ue"tion

- %ultiple choice (ue"tion 'ith "ingle choice

- %ultiple choice (ue"tion 'ith #ultiple choice

-


39/88

?hat #ediu# of ad$erti"ing i" e#plo!ed ! the u"ine"" according to their

need" and e)pectation" Go' apt that #ediu# i" in #eeting the need" of the

u"ine"".

Go' do the! thin*, the re(uired #ediu# i" helping u"ine""e" achie$e theirtarget "et of cu"to#er" and are the! "ati"fied 'ith their current choice of #ediu#.

?ho pro#pt" the# to a particular #ediu# of ad$erti"ing ?hether it i" a higher

#anage#ent deci"ion or #ar*eting depart#ent decided or it 'a" "o#e out"ide

agenc!.

,%- Researc! Met!od4 Consumer 'erspective

The re"earch 'ith con"u#er" 'a" e)tre#el! i#portant for thi" "tud!. The rele$ance of

audience criteria to #edia co#pari"on" hinge" on the a""u#ption that #edia

effecti$ene"" i" a function of the e)tent to 'hich audience" po""e"" characteri"tic"

predicti$e of the future purcha"e of ad$erti"ed ite#". ?hich further ha" $ariou" a"pect"

to it li*e li*eline"" to'ard" a particular #ediu# of entertain#ent, 'hat uild" #ore tru"t

in"ide a con"u#er, or 'hat i" #o"t action focu"ed etc. Thu" a re"earch 'a" carried out

to "tud! the eha$ioral a"pect" of con"u#er" in conte)t of their re"pon"e" to $ariou"

#ediu# of ad$erti"ing.

,%-%" Met!od of Researc!

The #ethod u"ed for the re"earch 'a" >ue"tionnaire". =or the purpo"e of "aid

re"earch, three different (ue"tionnaire" 'ere de"igned ha$ing different ojecti$e" each.

The (ue"tion" u"ed in the (ue"tionnaire 'ere

De#ographic >ue"tion"

%ultiple choice (ue"tion" 'ith one an"'er

%ultiple choice (ue"tion 'ith #ultiple an"'ere"

Rating "cale"

Open ended, "ingle te)to) (ue"tion"

39


40/88

,%-%# (ample Frame4

The


41/88

Attitude

Irritailit!

8uestionnaire #4

The "aid >ue"tionnaire 'a" u"ed to get people" opinion" on different a"pect" of

ad$erti"ing in different #ediu#", a little #ore in detail than the pre$iou" (ue"tionnaire.

9rilling the# #ore on their opinion" on the different #ediu#".

8uestionnaire *:

The ai# of (ue"tionnaire 'a" to get the opinion" of people on tele$i"ion a" the

#ediu# of ad$erti"ing and the rand , That get" an edge o$er other" on ad$erting on

tele$i"ion. A" tele$i"ion i" "till the #a"" #edia of ad$erti"ing in India.

C!apter - Analysis and Interpretations

-%" Consumer Researc! Analysis

41


42/88

Con"u#er re"earch anal!"i" carrie" the anal!"i" of all the re"earch done upon

con"u#er", to get their opinion" and #ap their eha$iour" 'ith re"pect to ad$erti"ing

and the different #ediu# of ad$erti"in". E$er! (ue"tion a"*ed had a purpo"e in #ind,

'hich 'ill e e)pleined in the anal!"i" part 'ith the re"ult"

-%"%" 8uestionnaire " 4 5e!avioural testing of consumers on different

Advertising Mediums

Tele$e"ion 'a" the #o"t $ie'ed #ediu# of entertain#ent for people, according to

the#, follo'ed ! radio, ne'"paper, #againe and tra$elling.

In thi" "ur$e!, The "tud! 'a" conducted on all the follo'ing Ad$erti"ing #ediu#":

Tele$i"ion

Ne'"paper

Outdoor

Radio

Direct %ail

Internet

In the "tud!, the con"u#er" 'ere a"*ed to ran* the"e #ediu#" on follo'ing factor" on a8 point li*ert "cale

Entertaining

Infor#ational

Reference to purcha"e and Tru"t'orth!

%o"t Irritating.

The re"ult" of the people are "ho'n and di"cu""ed a" follo'"

A% Television Advertising

(trongly

Agree

Agree +eit!er

agree nor

0isagree (trongly

0isagree

Rating

Average

42


43/88

disagree

Entertaining M M +M -M -M +.0

Informational 8M 88M +M +M M +.88

Reference to

'urc!ase

and

Trustort!y

M -M 08M 0M 8M .0

Irritating -M M 8M +8M M +.68

Interpretations4

According to people, a" rating a$erage of entertaining in tele$i"ion

ad$erti"ing i" #ini#u# i.e. +.0. Thu" people find tele$i"ion to e #o"t

entertaining fro# a#ong"t e$er!thing


44/88

(trongly

Agree

Agree +eit!er

agree nor

disagree

0isagree (trongly

0isagree

Rating

Average

Entertaining +M 8M M -8M +.0

Informational +M 8M +8M 8M +.-8

Reference to

'urc!ase

and

Trustort!y

-M 8M +8M +8M 8 +.;

Irritating M -M 08M 08M .8

Interpretations4

People found Ne'"paper and #againe ad$erti"ing a" the #o"t infor#ational

ad$erti"ing, a" the rating a$erage for it i" lo'e"t that i" +.-8

=ollo'ed ! infor#ational, Ne'"paper ad$erti"ing 'a" found to e entertaing

! the people follo'ed ! the rating of +.0

After infor#ational and entertaining, Ne'"paper and #againe ad$erti"ing

'a" al"o found to e a rference to purcha"e and tru"t'orth!.

People found ne'"paper and #againe ade$erting to e lea"t irritating.

Ne'"paper and #againe ad$erti"ing ha$e perfect co#po"ition of all the co#ponent". It

i" lea"t irritating, a" con"u#er 'ill onl! e "eeing it, if he 'ant" to. It i" e$en found to e

#o"t infor#ational #ediu# and co#plete infor#ation further generate" tru"t a#ong"t

the #ind" of con"u#er".

Thu", Ne'"paper and #againe ad$erti"ing "hould ne$er e left fro# the co#apn!Z"

ad$erti"ing ca#paign a" it i" found to e a reference to purcha"e and a tru"t'orth!

#ediu#.

C% Outdoor Advertising

(trongly

Agree

Agree +eit!er

agree nor

disagree

0isagree (trongly

0isagree

Rating

Average

44


45/88

Entertaining +-.-M 5.+M -8.;M M M -.78

Informational 8.M 0+.-M +5.M +5.M M +.60

Reference to

'urc!ase

andTrustort!y

M -.5M -.5M -.5M 8.M .--

Irritating M 8.M 06.0M 06.0M M .0+

Interpretations4

Outdoor Ad$erti"ing 'a" found to e the #o"t entertaining ! the people fro#

a#ong"t all other character"tic", a" it got the lea"t rating a$erage i.e. -.78

There after, 'ith the rating a$erage of +.60, outdoor ad$erti"ing 'a" al"o

found to e infor#ational after entertaining After entertainng and infor#ational, people ran*ed outdoor ad$erti"ing a" a

refernce to purcha"e and tru"t'orth!, Ta*e the e)a#ple of outdoor ad" of

$ariou" T2 "erial", it #oti$ate" the trial" a#ong"t the u"er".

Outdoor ad$erti"ing, a" li*e ne'"paper and #againe ad$erti"ing 'a" found

to e lea"t irritating.

Thu" outdoor ad$erti"ing can e u"ed for initiating fir"t ti#e trial" a#ong the u"er".

0% Radio

(trongly

Agree

Agree +eit!er

agree nor

disagree

0isagree (trongly

0isagree

Rating

Average

Entertaining -M 8M -8M +M +M .8

Informational 8M 8M +8M -8M +M .-

45


46/88

Reference to

'urc!ase

and

Trustort!y

M -M 8M +8M -8M .08

Irritating 8M -M 08M +8M -8M .8

Interpretations4

Radio ad$erti"e#ent" fro# a#ong"t all the character"tic", 'a" found to e

#ore entertaing 'ith the rating a$erage of .8. &ut if the rating a$erage of

entertainig in radio ad$erti"e#ent" i" co#pared 'ith all other #ediu#, It i"

highe"t. That "ho'" Radio i" found lea"t entertaing, if co#pared to an! other

#ediu#. =oll'ed ! entrtaining, Radio ad" 'a" found to e infor#ational

Reference to Purcha"e ca#e third in con"u#er opinion 'ith the rating

a$erage of .08

La"tl! ca#e irritating 'ith the a$erage of .8

Radio Ad" ha" the highe"t rating a$erage fro# a#ong"t all other #ediu#".That

"ho'" the lea"t popularit! of radio ad" fro# a#ong"t alll other #ediu#". People

li*e li"tening to the radio ad" the lea"t.

E% 0irect Mail Advertising

(trongly

Agree

Agree +eit!er

agree nor

disagree

0isagree (trongly

0isagree

Rating

Average

Entertaining +8M -M M +8M -M +.;8

46


47/88

Informational -8M M +8M +8M 8M +.68

Reference to

'urc!ase

and

Trustort!y

8M -M 0M 8M -M .8

Irritating +M -8M 8 +M -M +.;8

Interpretations4

Direct #ail ad$erti"ing fro# a#ong"t all the character"tic" 'a" found to e

#o"t infor#ational 'ith rating a$arage of +.68. Direct ad$erti"ing i"

infor#ational a" the pri#e purpo"e of iit i" to pro$ide infor#ationa and uildrelation".

=ollo'ed, ! infor#ational, people found it entertaing 'ith the rating a$erage

of +.;8

People al"o find it le"" irritating, 'ith the rating a$arage of .;8. A" thi" i" the

onl! #ediu# of ad$erti"ing, acce""ing 'hich i" co#pletel! in !our hand".

F% Internet Advertising

(tronglyAgree

Agree +eit!eragree nor

disagree

0isagree (trongly0isagree

RatingAverage

Entertaining -8M +8M 0M +M M +.58

Informational -8M 5M -8M -M M +.+

47


48/88

Reference to

'urc!ase

and

Trustort!y

-M +M 0M +M M +.;

Irritating 8M +8M 8M +8M 8M .

Interpretations4

=ro# a#ong"t all the character"tic", Internet ad$erti"ing 'a" found to e #o"t

infor#ational, 'ith rating a$erage of +.+. =ollo'ed ! entertaining, It 'a" found to e

infor#ational 'ith the rating a$erage of +.58. Thereafter a" a reference to purcha"e and

tu"t'orth! 'ith the rating a$erage of +.;. La"tl! it 'a" found to e irritational 'ith the

rating a$erage of ..

(ummary of 8uestionnaire "4

Co#ined rating a$erage "cale for all #ediu#"

Tele$i"ion

Ad$erti"ing

Ne'"paper

and

%againe

Outdoor

Ad$erti"ing

Radio

Ad$erti"ing

Direct %ail

Ad$erti"ing

Internet

Ad$erti"ing

48


49/88

Ade$erti"ingEntertaining +.0 +.0 -.78 .8 +.;8 +.58

Informational +.88 +.-8 +.60 .- +.68 +.+

Reference to

'urc!ase and

Trustort!y

.0 +.; .-- .08 .8 +.;

Irritating +.68 .8 .0+ .8 +.;8 .

Interpretations4

"2 The li"t of all the #ediu#" i" gi$en, co#pared to e a" #o"t entertaining to

lea"t entertaining a" "ur$e!ed according to the re"earch

Outdoor Ad$erti"ing -.78 777777 MostEntertaining

Tele$i"ion Ad$erti"ing +.0Ne'"paper and #againe

Ad$erti"ng

+.0

Internet Ad$erti"ing +.58Direct %ail Ad$erti"ing +.;8

Radio Ad$erti"ing .8 7777777 $eastEntertaining

#2 The li"t of all the #ediu#" i" gi$en, co#pared to e a" #o"t infor#ational to

lea"t infor#ational a" "ur$e!ed according to the re"earch

Ne'"paper and #againe

Ad$erti"ng +.-8

777777Most Informational

Internet Ad$erti"ing +.+

Tele$i"ion +.88+.60

49


50/88

Outdoor Ad$erti"ingDirect #ail ad$erti"ing +.68

Radio Ad$erti"ing .- 7777777 $east Entertaining

*2 The li"t of all the #ediu#" i" gi$en, co#pared to e a" #o"t tru"t'orth! to

lea"t tru"t'orth! a" "ur$e!ed according to the re"earch

Ne'"paper and %againe

ad$erti"ing

+.; 777777 Most Trustort!y

Internet Ad$erti"ing +.;Outdoor Ad$erti"ing .--

Direct #ail Ad$erti"ing .8

T2 Ad$erti"ing

.0

Radio Ad$erti"ing .08 77777 $east Trustort!y

,2 The li"t of all the #ediu#" i" gi$en, co#pared to e a" #o"t irritating to lea"t

irritating a" "ur$e!ed according to the re"earch

Tele$i"ion Ad$erti"ing +.68 777777Most Irritating

Direct #ail Ad$erti"ing +.;8Internet Ad$erti"ing .

Ne'"paper and #againe

ad$erti"ing

.8

Radio Ad$erti"ing

.8

Outdoor Ad$erti"ing .0+ 777777 $east Irritating

-%"%# 8uestionnaire # 4 5e!avioural testing of consumers on different

Advertising Mediums 7#

50


51/88

The purpo"e of thi" >ue"tionnaire 'a" to further under"tand con"u#er eha$iour 'ith

regard to different ad$erti"ing #ediu# after under"tanding it through (ue"tionnaire -.

Question 1 How frequently you are in your news paper or magazine reading

habits?

Interpretations4

The ao$e (ue"tion 'a" a"*ed to under"tand the ne'"paper and #againe reading

hait" of people.


52/88

Interpretations4

After under"tanding the reading hait" of ne'"paper" and #againe" ! the people

and under"tanding ho' #uch people are acce""ile to a particular ad$erti"ing #ediu#.

It 'a" under"tood that, 'heteher the"e ad$erti"e#ent" gra the attention of people or

not.

According to the rea"earch,

Near to +8M of people "aid !e", ne'"paper ad$erti"ing gra their attention.

And 5 M of people "aid,


53/88

Question 3 !!ording to you, Had your pur!hase de!ision ever depended on

the ds you saw in the newspapers or magazines?

Interpretations4

After "tud!ing the acce""iilit! and attention graing of ne'"paper", it 'a" "tudied that

'hether all thi" lead" to purcha"e or not. That i" 'hether the people" purcha"e deci"ion

depend" on the add the! "ee in ne'"paper or not.

The re"ult i" "till on the po"iti$e "ide" a" #ore than ;M of people "a!" that e" and

"o#eti#e" their purcha"e deci"ion depend" on the Ad" eing "een ! the# in tele$i"ion

and ne'"paper #againe"

Question " How frequently you listen to #adio in a day?

53


54/88

Interpretations4

The ao$e (ue"tion 'a" a"*ed to "ee, ho' fre(uentl! doe" a per"on li"ten" to radio in a

da!.


55/88

Interpretations4

After "eeing, ho' #uch people are acce""ile to radio ad", the ne)t part of the re"earch

'a" to "ee, 'hich t!pe of radio ad" lea$e" #ore tru"t in the #ind" of the people.

%o"t of the people opted pro#otional ad" a" the factor that generate" #o"t tru"t

in their #ind. The nu#er 'a" M.

Re"t, there 'a" e(ual poling of ++.8M for all other t!pe" of ad" i.e. Ad" pro$iding

infor#ation, entertaining ad" and ad" ha$ing "che#e" and offer".

Thi" "ho'" that radio ad", can dige"t a lot of di$er"it! in it. And different people ha$e

different ta"te for radio ad". And #o"t of 'hich generate" tru"t in their #ind".

Question & Does your opinion improves on a parti!ular brand on seeing it

advertised frequently at outdoor lo!ations li'e metro(s or billboard

advertisements et!)?

Interpretations4

55


56/88

The purpo"e of ao$e (ue"tion 'a" to under"tand fro# the people, ho' effecti$e it i" to

ad$erti"e in Outdoor ad", and 'hether it "ol$e" the purpo"e, it i" for or not.

Thu" people 'ere a"*ed to tell, 'hether their opinion i#pro$e" on a particular rand on

"eeing it ad$erti"ed again and again at outdoor location" or not. The re"earch "ho'":

%ore than +M of people "aid that, !e" their opinion ha" changed on a particular

rand on "eeing it ad$erti"ed again and again at outdoor location".

Near to 08M people "aid that, "o#eti#e" their opinion change" on "eeing a

particular rand eing ad$erti"ed again and again at outdoor location".

Near to ++.8 people "aid that their opinion ha" rarel! changed on "eeing a

particular rand again and again eing ad$erti"ed on outdoor location".

Le"" than -M per"on "aid that their opinion ha" ne$er changed.

On a po"iti$e note, %ore than 5M of people 'ere on the "ide that their opinion ha" e$er

changed on "eeing a particular rand again and again eing ad$erti"ed on outdoor

location" li*e #etro o illoard ad$erti"ing.

8uestion < According to you@ from t!e folloing c!aracteristics@ !at

leaves most impact on you it! respect of direct mailer received as

advertisements

56


57/88

Interpretations4

The ao$e (ue"tion 'a" a"*ed to "ee, On 'hat a"pect, Direct #ail lea$e" #o"t effect

on people.


58/88

Interpretations4

La"t (ue"tion 'a" to "ee, 'hich #ediu# according to people con$e!" it" #e""age

perfectl! to the# 'ithout 'a"ting their ti#e. To 'hich re"ult" are a" follo'":

%a)i#u# people, I.e. near to M of people "aid that, Ne'"paper i" the #ediu#

that con$e!" it" #e""age to the# 'ithout 'a"ting their ti#e.

=ollo'ed ! tele$i"ion, near to +- M people opted tele$i"ion a" #ediu# of

ad$erti"ing that con$e!" it" #e""age perfectl! to people.

Internet and ad$erti"ing 'ere #ore or le"" on "a#e "tand in people" e!e a"

#ediu# of ad$erti"ing that con$e!" it" #e""age perfectl!.

Thereafter co#ing radio ad$erti"e#ent" eing con$e!ing it #e""age perfectl! at

--M

La"tl! people opted for direct #ailer and #againe". The choice here i" le""

ecau"e not e$er! one ha" acce"" to the"e #ediu#" of ad$erti"ing.

2arit! in people" choice in the #ediu# of choice of ad$erti"ing that con$e!" it"

#e""age perfectl! 'ithout 'a"ting their ti#e, "ho'" difference" in people" ta"te and

choice".

-%"%* 8uestionnaire * 5e!avioral Testing on television Advertising

A", Tele$i"ion i" "till a #a"" #edia of entertain#ent in India and one of the e"t 'a! to

ad$erti"e !our co#pan! and rand. Thu" 'e decided, to "tud! con"u#er eha$ior on

tele$i"ion a" #ediu# of entertain#ent and ad$erti"ing.

Question 1 +ame the first brand and produ!t !ategory that !omes to your

mind on listening of elevision dvertising?

-nterpretations.

The purpo"e of ao$e (ue"tion 'a" to "ee

58


59/88

?hich rand or product co#e" to their #ind fir"t, 'hen the! hear of T2

Ad$erti"ing.

?hat t!pe of co#pan! or product" are e"t to e ad$erti"ed on T2, a" people

re#e#er" the# fir"t, 'hen it co#e" to tele$i"ion ad$erti"ing


60/88

The"e are "o#e of the ad" that ha" uild their relation" 'ith #a"" pulic through

the u"e of thi" #a"" #edia i.e. tele$i"ion.

Question 2 /uggest the names of $ su!h brands or produ!ts whose buying

de!isions were based on you(re wat!hing its television advertisement?

Interpretations4

The ao$e (ue"tion 'a" a"*ed, "o a" to "tud!, on "eeing 'hich product"

ad$erti"e#ent" on tele$i"ion doe" the people feel #oti$ated to u! it.

?hich product categorie" are #o"t "ucce"" full to e ad$erti"ed on Tele$i"ion

Let" ha$e a loo* on "o#e of the an"'er":

First c!oice options4

No*ia, L9, A#'a!, %aruti, %oile, 2odafone, &ingo, Airtel,


61/88

(ome analysis on t!e c!oices of people4

%o"t of the categorie" of purcha"ed good" 'ere, Con"u#er good", =%C9,

Electronic", %oile Phone", Co"#etic" etc.

%oile phone" li*e


62/88

Ne)t (ue"tion 'a" to under"tand the tele$i"ion 'atching hait" of people. After

under"tanding ho' #uch the! 'atch tele$i"ion, it i" under"tood that ho' #uch the!

'atch ad$erti"e#ent" on tele$i"ion".

The An"'er" to the ao$e "ur$e! are "ho'n a" follo'":

Near to 8M of people enjo! 'atching tele$i"ion Ad" "a#e a" T2 "ho',

"urpri"ingl! that i" a good a#ount of nu#er.

%ore than +8M people "aid, the! enjo! 'atching Tele$i"ion ad" in the #iddle of

the "ho'".

?here a" near to +M of people "aid that the! rarel! 'atch T2 Ad".

And La"tl!, Again near to +M people "aid that the! ne$er 'atch Tele$i"ion"

Ad".

The Po"iti$e part 'a" that near to 5M people "ur$e!ed enjo! 'atching Tele$i"ion Ad".

Question" Do you tentatively wat!h television advertisement for ma'ing

your pur!hasing de!isions or 0ust have to wat!h for any random reason?

62


63/88

Interpretations4

The ao$e (ue"tion 'a" a"*ed ho' action oriented a tele$i"ion ad$erti"e#ent can

eco#e. To 'hich le$el can tele$i"ion ad$erti"ing can eco#e a reference of

purcha"e for people. The an"'er" to the "ur$e! are "ho'n a" follo'":

Onl! -M of people tentati$el! 'atch tele$i"ion ad$erti"ing for #a*ing their

purcha"e deci"ion. &ut that i" al"o a good nu#er ecau"e, it" leading to "ale".

%ore than 8M people "aid, the! 'atch tele$i"ion ad$erti"ing occa"ionall! to

#a*e their purcha"e deci"ion.

Near to M people "aid, the! rarel! 'atch tele$i"ion ad$erti"ing to #a*e their

purcha"e deci"ion.

And, -M of people ne$er 'atch tele$i"ion ad$erti"ing to #a*e their purcha"e

deci"ion.

On a po"iti$e note, near to 5M of people 'atch tele$i"ion ad$erti"ing to #a*e their

purcha"e deci"ion. And a "#all nu#er of - M ne$er 'atch tele$i"ion

ad$erti"ing to #a*e their purcha"e deci"ion.

Question $ lease ti!', whi!h !ategory of produ!ts is most trustworthy

to buy after wat!hing television dvertisements?

63


64/88

Interpretation4

The ao$e (ue"tion 'a" a"*ed to "ee, 'hich categor! of product i" #o"t tru"t'orth! to

u! after 'atching tele$i"ion ad". The re"ult" are di"pla!ed a" follo'":

%a)i#u# nu#er of people i.e. %ore than +8 M of people "elected oth Go#e

electronic good" and &eaut! and G!giene product". The re"ult i" in #atch 'ith

the rand" "elected in the fir"t (ue"tion, i.e. 'hat product" ha$e the! purcha"ed

influenced ! tele$i"ion ad$erti"ing. In that re"earch al"o, product felt in "a#e

categor!.

Topping the chart "econd i" =%C9 good" ! -;M.


65/88

The (ue"tion 'a" a"*ed to "ee 'hat characteri"tic in ad" pro$ide" #o"t tru"t in the

#ind" of people 'hen it co#e" to action". The re"ult" of the re"earch are "ho'n a"

follo'":


66/88

Interpretations4

The purpo"e of ao$e (ue"tion 'a" to a"*, ho' the co#panie" under"tand" the need of

ad$erti"ing in their u"ine"". E$er! u"ine"" ha" different ad$erti"ing need",


67/88

+M of people "aid, the! go for ad$erti"ing "o#eti#e" and it i" #o"tl! goal

dri$en.

+M of people opted that the! #a! need ad$erti"ing in their u"ine"" 'hene$er

"pecificall! needed.

=inall!, +M of co#pan! "aid that the! ne$er need ad$erti"ing in their u"ine"".

The particular re"pon"e" are a"ed on the different need" of co#panie".

Question 2 %hi!h hase, would you !urrently pla!e your business in?

Interpretations4

67


68/88

The ao$e (ue"tion 'a" a"*ed to under"tand, that 'here the co#panie" eing

inter$ie'ed "tand in their pha"e" of gro'th. The re"pon"e" to the "ur$e! are "tated a"

follo'":

%ajorit! of co#pan! i.e. 0M inter$ie'ed 'ere gro'ing organiation".

Re"t, there 'a" eing *ept an e(ual proportion of di$er"it! in inter$ie'ing the

co#panie" i.e. +M of the co#panie" 'ere "tartup", =urther +M 'ere %ature

ut "till gro'ing organiation". La"t ut not the lea"t, +M of the organiation"

'ere #ature organiation".

Thu" a good a#ount of di$er"it! 'a" eing *ept in inter$ie'ing organiation", to get the

di$er"e and #ultiple opinion" of the co#pan!.

Question 3 How do you see advertising as a fun!tion of business?

68


69/88

Interpretations4

The "aid (ue"tion 'a" a"*ed to under"tand co#pan!" eha$ior on ho' the! "ee

ad$erti"ing a" a function of u"ine"".

The purpo"e of the ao$e (ue"tion" 'a" a" follo'":

To under"tand, ho' u"ine""e" ta*e ad$erti"ing a" a function of u"ine"".

Do the! under"tand the $alue of long ter# ad$erti"ing in the u"ine"". Or the!

'ould ju"t go for the increa"ed ROI.

Go' #uch i#portance u"ine"" gi$e" to pro$iding infor#ation to con"u#er" and

uilding relation" 'ith the#

The "u# of re"pon"e" e)ceed" hundred percent ecau"e the (ue"tion" 'ere #ultiple

choice (ue"tion" 'ith an option to choo"e #ore than one an"'er.

The re"pon"e" of the co#pan! to ao$e (ue"tion" 'ere "tated a" follo'":

%ajorit! of people i.e. #ore than ;M of people under"tand the $alue of long

ter# ad$erti"ing and rand uilding in u"ine"".

?herea" 0M of people under"tand the i#portance of infor#ation dri$en

ad$erti"ing in u"ine"".

Al"o, 0M of people under"tand the i#portance of co##unication and

relation"hip uilding during ad$erti"ing.

The re"pon"e" 'ere "ati"factor!, a" u"ine""e", "ee their ad$erti"ing in th right

per"pecti$e" to "ucceed 'ell in longer ter#".

Question " How target spe!ifi! are you in your advertising?

69


70/88

Interpretations4

The purpo"e of the ao$e (ue"tion 'a" to under"tand, 'hether the u"ine""

under"tand" the $alue target "pecific ad$erti"ing in the u"ine"". The purpo"e of the

ao$e (ue"tion 'a" to under"tand:

Do the! ha$e a target dri$en ad$erti"ing progra# or not.

If the u"ine""e" are target "pecific, in that ca"e, do the! pa! "a#e attention to

the #a"" audience.

The re"pon"e" to the ao$e (ue"tion are a" follo':

?e got #i)ed re"pon"e" in thi" ca"e. And a clear idea of different u"ine"" need" and

different "et of target cu"to#er" and ho' the! reach out to the#.

Re"pon"e" fro# co#panie" 'ere prett! "i#ilar, + M of co#panie" are $er!

target "pecific and 'ere ad$erti"ed to onl! "pecific "et of cu"to#er".

Other "et of + M 'ere $er! target "pecific ut no ignoring #a"" audience.

There after the other +M 'ere targeting #a"" audience and are not target

"pecific.

Question $ %hat medium of advertising are you !urrently employing for your

business?

70


71/88

Interpretations4

The purpo"e of the ao$e (ue"tion 'a" to "ee, 'hich #ediu#" of ad$erti"ing are eing

e#plo!ed ! u"ine""e".

The re"pon"e" to ao$e (ue"tion 'ere a" follo':

5M of co#panie" e#plo!ed internet and online #ediu# a" a #ediu# of

ad$erti"ing. Internet i" fa"t catching up a" a #ediu# of ad$erti"ing a#ong the

co#panie".

0M of co#panie" "elected #againe and online #ediu# a" the #ediu# the!

are currentl! e#plo!ing in their u"ine"".

+M of the co#panie" "elected ne'"paper and "pecialt! ad$erti"ing a" a

#ediu# of ad$erti"ing, the! ha$e e#plo!ed in their u"ine"".

La"t ut not the lea"t onl! -M of co#panie" "elected Tele$i"ion a" a #ediu#

the! ha$e e#plo!ed in their u"ine"".

Question & re you satisfied with the !hoi!e of your medium and -s it

meeting the ob0e!tives of your business?

71


72/88

Interpretations4

The purpo"e of the ao$e (ue"tion 'a" to under"tand, Are the u"ine""e" "ati"fied 'ith

their choice of #ediu#. I" it helping the# achie$e their u"ine"" ojecti$e" or not.

The re"pon"e" to the ao$e (ue"tion 'ere a" follo'":

5M of people "aid, e", the! are "ati"fied 'ith the choice of their #ediu# and it

i" helping the# to achie$e their u"ine"" ojecti$e".

+M of co#panie" "aid that, !e" the #ediu# e#plo!ed i" partiall! helping the#

to achie$e their u"ine"" ojecti$e".

=inall!, +M of co#panie", decided to lea$e the (ue"tion 'ith no co##ent".

Question %hi!h ob0e!tives of business are being met by the medium of

your 4hoi!e)

72


73/88

Interpretations4

The ao$e (ue"tion 'a" a"*ed to under"tand, 'hich particular ojecti$e of u"ine"" i"

eing "ol$ed ! the #ediu# of their choice. The re"pon"e" to ao$e (ue"tion are a"

follo'":

5M of co#panie" "aid that the #ediu# of their choice help the# in "ol$ing the

purpo"e of rand recall in their u"ine"".

Other 0M "elected, that #ediu# of their choice help the# in creating $i"iilit! for

their co#pan!.


74/88

Interpretations4

The purpo"e of ao$e (ue"tion 'a" to "ee, in 'ho"e hand" lie" the deci"ion to "elect

the right #ediu# of ad$erti"ing for the u"ine"". The re"pon"e" to the ao$e (ue"tion"

are a" follo':

0M of co#panie" "aid that it i" a #utual deci"ion of the higher #anage#ent and

#ar*eting depart#ent.

+M of co#panie" "aid that, it i" a deci"ion of higher #anage#ent.

=or other +M co#panie", the deci"ion 'a" of the #ar*eting depart#ent of the

co#pan!.

=inall!, for +M of co#pan!, the deci"ion depend" on "o#e out"ide ad$erti"ing

agenc!.

C!apter ; Findings of t!e (tudy

In the anal!"i", 'e "tudied the opinion" of people and indu"tr! on different ad$erti"ing#ediu#" and further the role of all ad$erti"ing #ediu#" at different place", purpo"e"

and function of u"ine"". No', to "u# up all the anal!"i" 'ith the finding of the "tud!,

Let" "tud! the $aried i#pact of different ad$erti"ing #ediu#".

1aried impact of different advertising mediums4

Television gi$e" acce"" a" a #ediu# of ad$erti"ing to #a)i#u# nu#er of

people and create" an o'n di"tinct i#age of the co#pan!. In fact, tele$i"ion$ie'er" are e$en #ore apt to full! @tune into an ad$erti"e#ent. Tele$i"ion

ad$erti"ing create" an o'n di"tinct i#age of the co#pan!. People on the other

hand al"o li*e" 'atchin tele$i"ion ad$erti"ing. Tele$i"ion i" a terrific #ediu# for

i#age ad$erti"ing. The $i"ual action and audio allo' $ie'er" to feel in$ol$ed 'ith

tele$i"ion La"t ut not the lea"t, Tele$i"ion ad$erti"ing al"o act" a" an i#portant

74


75/88

factor in the purcha"e decion of the people. It 'or*" e"t for con"u#er good",

=%C9, Electroni good", %oile phone" etc.

+espaper ad$erti"ing i" one of the cheape"t 'a! to reach #a"" audience.

%oreo$er according to the re"earch people feel", ne'"paper ad$erti"ing i" one of

tho"e #ediu#" 'here the #e""age i" delie$ered in one of the #o"t effecti$e

'a!", 'ithout 'a"ting the ti#e of people. Ne'"paper, #oreo$er al"o pro$ide"

"cope to co#panie" to pro$ide people 'ith #ore infor#ation in ad$erti"ing, 'hich

further create" crediilit!. In an! ca"e, re#e#er that ne'"paper" are t!picall!

"canned ! the reader. E$en, If an ad i" "een at all, the headline 'ill e gli#p"ed

and the cop! could get ignored, ut the notice #a! an!'a! co#e in.

Maga.ines offer a "lightl! etter opportunit! to catch the reader" attention.

Reader" tend to peru"e #againe" #ore carefull! than the! do ne'"paper", and

ecau"e #againe ad" are placed fe'er per page, the co#petition for the

reader" e!e i" reduced. &ut #againe ad" co"t #ore than ne'"paper ad".

%againe" are a great aid for &+ ad$erti"ing and i#age uilding.

Radio offer" a dra#atic i#pro$e#ent o$er @print ad$erti"e#ent". The @li"tener

i" capti$e to the #e""age unle"" the! "'itch "tation" or turn the radio off. The

co"t to reach the "a#e a#ount of people that a print ad 'ould reach, ho'e$er, i"

"ignificantl! higher. ?ith #u"ic the #e""age reache" etter.

Outdoor and transit advertisementsare hard to a$oid $ie'ing. The! increa"e"

$i"iilt! and people $oted that, their opinion change" on a particular rand after

"eeing it ad$erti"ed again and again at outdoor location". &ut, de"pite the high

$i"iilit! factor, no one "pend" an! great a#ount of ti#e reading the#. The! are

appropriate for $er! "i#ple #e""age".

0irect mail ha" the highe"t i#pact of an! #ediu#. our #e""age reache" each

recipient in a per"onalied 'a! and at a #o#ent the! ha$e cho"en to con"ider

!our #e""age. The co"t of reaching an indi$idual through direct #ail can e e$en

greater than tele$i"ion, #a*ing it the #o"t e)pen"i$e ad$erti"ing #ediu# per

per"on reached.

75


76/88

Conclusion

The infor#ation in pre$iou" chapter" rought for'ard in front of u" $ariou" fact" and

eha$ior" of the people, 'hich 'e can u"e in an! po""ile 'a!. The ao$e "tud! i" li*e

'ater, 'hich can ta*e an! "hape of *no'ledge and the an! conclu"ion" can e deri$ed

fro# it a"ed on the different need" of the people and co#panie". Our jo 'a" to

unco$er $ariou" fact", 'hich could e further "haped 'ith an! conclu"ion". our need"

and re(uire#ent" could e put in front and eing #atched 'ith the fact" "tated in the

anal!"i" and finding" and !our o'n conclu"ion" can e deri$ed, 'hich could e further

put to u"e.

All #ediu#" of ad$erti"ing, ha$e their different function", co$er different need" and ha$e

different "et of target audience. The need" of the u"ine"" "hould e anal!ed fir"t and

then the ao$e infor#ation can e u"ed to under"tand, 'hich #ediu# of ad$erti"ing

could e e"t for an! u"ine"".

76


77/88

AnneBure

Consumer 8uestionnaire "

Behavioural testing on different advertising medium

1. 'lease provide us small detail of yourself

'lease provide ussmall detail of

yourself +ame4

Address "4

Address #4

CityDTon4

(tateD'rovince4

77


78/88

Email Address4

#% 'lease Tick t!e medium on entertainment@ t!at is most used /y you

Plea"e Tic* the #ediu# on entertain#ent, that i" #o"t u"ed ! !ou

a4 Tele$i"ion

4 Radio

c4 Ne'"paper

d4 %againe

e4 Tra$eling

*% Television Advertising 'lease add your opinion on t!e respective options2

(tronglyAgree

Agree +eit!er Agree nor0isagree

0isagree (trongly 0isagree

a2 I en?oy atc!ing T1Ads% T!ey areentertaining

/2 T1 advertisementsprovides information@ Ineed

c2 I find T1 advertisingas a reference topurc!ase and i trustt!em

d2 T1 advertisingirritates me t!e most%

,% +espaper and maga.ine advertising 'lease add your opinion on t!e

respective options4

(tronglyAgree

Agree+eit!er Agree nor0isagree


a2 a2 I en?oy atc!ing+espaper andmaga.ine Adds% T!ey

are entertaining

/2 +espaper andmaga.ine Ads providesinformation@ I need

c2 I find +espaperand maga.ine ads as areference to purc!aseand i trust t!em

78


79/88

(tronglyAgree



d2 +espaper andmaga.ine ads irritatesme t!e most%

-% Outdoor Advertising 'lease add your opinion on t!e respective options2

(tronglyAgree



a2 I en?oy atc!ingoutdoor Ads% T!ey areentertaining

/2 Outdooradvertisementsprovides information@ Ineed

c2 I find Outdooradvertising as areference to purc!aseand i trust t!em

d2 Outdoor advertisingirritates me t!e most%

;% Radio 'lease add your opinion on t!e respective options2

(tronglyAgree



a2 I en?oy listening

Radio Ads% T!ey areentertaining

/2 Radioadvertisementsprovides information@ Ineed

c2 I find Radioadvertising as areference to purc!aseand i trust t!em

d2 Radio advertisingirritates me t!e most%


80/88

(tronglyAgree



entertaining/2 0irect mailadvertisementsprovides information@ I

need

c2 I find 0irect mailadvertising as areference to purc!aseand i trust t!em

d2 0irect mailadvertising irritates met!e most%

=% Internet Advertising 'lease add your opinion on t!e respective options2

(tronglyAgree



a2 I en?oy Internet Ads%T!ey are entertaining

/2 Internetadvertisementsprovides information@ Ineed

c2 I find Internetadvertising as areference to purc!ase

and i trust t!em

d2 Internet advertisingirritates me t!e most%

Consumer 8uestionnaire #

5e!avioural Testing on 0ifferent advertising medium #

"% 'lease provide small detail of yourself%

+ame4

Address "4

Address #4

80


81/88

CityDTon4

(tateD'rovince4

Email Address4

#% 'lease specify t!e age group you /elong to4

- to -6

-; to +;

+; to 0

0 to 5

5 and ao$e

*% )o fre:uently you are in your nes paper or maga.ine reading !a/its

I read #ore than + ne'"paper in a da! and #an! #againe" in a #onth.

I read t'o ne'"paper in a da! and "o#e #againe"

I read "ingle ne'"paper in a da! and $er! fe' #againe"

I DonZt read ne'"paper" and #againe"

,% 0id advertisements in nespaper and maga.ine@ gra/ your attentions

e", I pa! *een attention to ad$erti"e#ent" in ne'"paper and #againe.


82/88

?hole Da!

% According to you@ from t!e folloing c!aracteristics@ !at is most impactful onyou it! respect of direct mailer received as advertisements

Infor#ational

&rand &uilding

Purcha"e 1Action4

Relation"hip &uilding

82


83/88

"G% According to you@ !ic! of t!e folloing medium of advertising@ displays itsmessage perfectly it!out asting your time

Tele$i"ion

Ne'"paper

%againe"

Internet

Direct #ail

Outdoor ad$erti"e#ent"

Radio

Consumer 8uestionnaire *

5e!avioural Testing on television advertising

"% 'lease provide us small detail of 3ourself%

+ame4

Address "4

Address #4

CityDTon4

(tateD'rovince4

Email Address4

#% 'lease specify t!e age group you /elong to4

a4 - to -6

4 -; to +;

c4 +; to 0

d4 0 to 5

83


84/88

e4 5 and ao$e

*% +ame t!e first /rand and product category t!at comes to your mind on listeningof Television Advertising

,% (uggest t!e names of - suc! /rands or products !ose /uying decisions ere/ased on your atc!ing its television advertisement

-4

+4

4

04

84

-% 0o you like atc!ing advertisements !ile vieing television

a4 I enjo! 'atching ad$erti"e#ent" on T2 a" i li*e 'atching "ho'"

4 I enjo! "eeing ad" in the #iddle of "ho'"

c4 I 'atch ad$erti"e#ent" due to laine"" of "'apping channel"

d4 I rarel! 'atch T2 ad"

e4 I ne$er 'atch T2 ad"

;% 0o you tentatively atc! television advertisement for making your purc!asingdecisions or ?ust !ave to atc! for any random reason

a4 Tentati$el! 'atch

4 ?atch occa"ionall!

c4 ?atch rarel!

d4 Ne$er 'atch


85/88

f4 Other"

=% 6!ic! of t!e folloing motives in T1 Advertisements generates most trust inyour minds and leads to actions

a4 Ad$erti"e#ent" pro$iding infor#ation4 Entertaining Ad$erti"e#ent"

c4 Pro#otional Ad$erti"e#ent"

d4 Ad$erti"e#ent" 'ith "tar pre"ence

e4 Ad$erti"e#ent" ha$ing "che#e" and offer"?e are Gighl! oliged to !ou for "pending !our $aluale ti#e and #one!VVV

Company 8uestionnaire ,

Company perspective on Advertising

"% 'lease provide small information of yourself%

+ame4

Company4

Address "4

CityDTon4

(tateD'rovince4

Email Address4

#%0o you t!ink t!ere is a need for advertising in your /usiness

A"olutel!, All !ear round


86/88

A.


87/88

e", &ut ?e are loo*ing for #ore etter option"

No, Not E)atl!

No Co##ent"

=% )o do you t!ink@ your c!oice of medium is !elping your /usiness to gro

>% 6!ic! o/?ectives of /usiness are /eing met /y t!e medium of your C!oice%'lease tick t!e anser t!at /est suits your opinion% 3ou can select moret!an one option2

Creating 2i"iilit!

Infor#ation pro$iding

Relation &uilding

&rand Recall


88/88

5i/liograp!y

5ooks

%ar*eting %anage#ent !Philip 3otler

Ad$erti"ing %anage#ent ! Raji$ &atra, ohn 9. %!er".

Researc! papers

9erard . Telli", %ar"hall

cp report 1 media effectiveness comparative study

Documents