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FINAL PROJECT REPORT

On

"IMPACT OF PRINT MEDIA IN"IMPACT OF PRINT MEDIA IN

RELATION TO ADVERTISEMENT"RELATION TO ADVERTISEMENT"

In Partial fulfillment of the requirements

For the degree of

Masters of Business Administration

2002-2004Of

PUNJAB TECHNICAL UNIVERSITY

SUBMITTED TO:- SUBMITTED BY:-

Mr. Karminderjit Singh Saajeev Khunger

Program Co-ordinator Roll No. 265221685

Batch 2002-04.

GIAN JYOTI INSTITUTE OF MANAGEMENT & TECHNOLOGYGIAN JYOTI INSTITUTE OF MANAGEMENT & TECHNOLOGY

PHASE-2, MOHALI-160 055PHASE-2, MOHALI-160 055

Approved By A.I.C.T.E. for MBA, MCA Programme

Affiliated to Punjab Technical University, Jalandhar


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S. NO. TITLE PAGE NO.

1. ACKNOWLEDGMENT2. PREFACE3. INTRODUCTION

4 MEDIA & ITS TYPES5. ADVANTAGES & DIS-ADVANTAGES

OF PRINT MEDIA6. OBJECTIVES7. RESEARCH METHODOLOGY8. IMPACT OF PRINT MEDIA9. FINDINGS & ANALYSIS10. CONCLUSION

11. BIBLIOGRAPHY -

CONTENTS


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ACKNOWLEDGEMENT

It is a matter of great pleasure to be able to thank all those people who

helped me in this project success. First of all I would like to express my deep

gratitude to Mr. Karminderjit Singh, Program Co-ordinator who provide me

this great opportunity to do this project.

I would also like to thank Mr. Ashish Mahajan who help me in this

project for its successful completion.

I am also thankful to all respondents for being co-operative &

forthcoming in filling the questionnaire.

SAAJEEV KHUNGER


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PREFACE

As a part of MBA course every student has to undergo a final

project in one of the Organization or one of the field. I did my final

project in Print Media.

This project entitled study of the impact of Print Media in relation

to Advertisement. A summary of work done by me on the Project is being

given in this Project Report.


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INTRODUCTION


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INTRODUCTION

Advertisement

The marketing association (AMA) has defined advertisement in the following

words:

"Advertising is any form of non-personnel presentation of goods, services or ideas

for the action, openly for by an identified sponsor."

Advertising is the communication link between the seller and the buyer or the

customer. It does not simply provide information about products and services but is

an active attempt at the influencing people to action by an overt appeal to reason or

emotion. This is only the communication point of advertising function. There is

another way of viewing the advertising function and that is the marketing point of

view. Each organization has the marketing objective and a marketing plan to

achieve them. Advertising as a part of total marketing mix influences the sale of the

product, also the other variables of the mix. Together with the product, price,

channel of distribution and personnel selling, advertising attempts to reach the

marketing objectives. Advertising strategy has to be defined based upon the

strategies opted for the other elements of the marketing mix. Following examples try

to explain this point. When a firm introduces a prestige product with a premium

price, advertising should reinforce the idea of the high quality and prestige of the

product by associating it with the prestigious people, places and event. The nature of

the advertising and the strategy would differ when distribution strategy is through


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intensive, exclusive or selective outlets. Advertising should be complerpentry to

personnel selling, which is another marketing tool primarily concerned with

communication.

In short advertising, being one of the marketing tool, affects the sales of the firm.

Right advertising is as essential as the right product, right price, the right

distribution channel and personnel selling. Talking from the consumer's point of vie,

advertising guides the consumers in his product choices. It gives the information

about the product, the benefits it offers, the availability and the price. Advertising

contributes to consumer welfare. It helps consumers in a variety of ways. It tells

what to buy, how to buy, where to buy and why to but. It gives valuable price

information. Some cities brand advertising as parasitical. They say you produce

anything worthwhile, and it will sell (e.g. the world will beat a path to the better

mouse-trap). No, this is not true. No one has now the time to be an explorer. Today

we all re influenced by the advertising. Advertising does not force us to make

particular choices. It persuades us to do so.

Advertising is a philosopher also. It makes us aware of many socially

relevant causes like dowry, energy conversation, loss prevention, social forestry etc.

Advertising is thus a friend, philosopher and guide of the consumers.


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Overview of Advertising in India

This section highlights the salient features of the advertising industry in India

and how globalization has played a key role in making Indian ads so important to

understand.

Indias Advertising Industry grew by 23% in the year 2000-01. Hindustan

Thompson Associates (HTA) maintained the number one position out of Indias top

100 advertising agencies, with a gross income amounting to 2074 million Rupees

(US$42.9 million) in 2000-01. The agency which came in second place in terms of

gross income was Ogilvy & Mather (O&M) with 1258.7 million Rupees (US$26.04

million), and Mudra Communications came in third place with 1069.9 million

Rupees (US$22.1 million).

With the liberalization and globalization of the Indian economy, firms have

been aggressively and vigorously promoting their products and services. These

practices raise questions about truthfulness and fairness of representation of

products and services. In a competitive environment such as that in India, every

representation of a product or service is about what others are not.

The Indian population is becoming very sophisticated about advertising now.

They have to be entertained. Time is a scarce and precious resource. The approach

to the advertisement and the consumer has to be changed constantly to keep

grabbing the attention of the consumer over and over again. Honesty could be a

prerequisite for a product in India. In this business, you can never wash the dinner

dishes and say that they are done. You have to keep doing them constantly (Wells,

1996). Indian advertising has been placing more emphasis on the importance of both

recall and persuasion as brand differentiating messages.

Another factor that needs to be considered is the language in the country.

English-language advertising in India is among the most creative in the world. TV

advertising (especially in the Hindi language) has made major headway in the past

10 years, especially with the advent of satellite TV. Indian TV channels have

fashioned themselves after Western channels. Most advertising on such channels is


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glitzy, smart and tailored for the different classes. The importance of the Hindi-

speaking market (which is also fluent in English) is borne out from the fact that

STAR TV, once an all-English channel, is now rich in Hindi programs such as

Tanha (literal translation being lonely, an Indian soap opera), and Kaun BanegaKarodpati (who will be a millionaire), which is a Hindi version of the famous Who

Wants To Be A Millionaire. Even the British Broadcasting Corporation is reportedly

toying with the idea of airing Hindi programs (Bullis, 1997).

Most major international advertising firms have chosen local Indian partners

for their work in this market. Mumbai (formerly Bombay) remains the centre of the

advertising business in India.

India also has a diverse and growing number of daily newspapers. Since 1991,

the increase of business and financial news reports in English-language and

vernacular dailies has paralleled the economic reform program and the movements

of the stock markets. Leading business newspapers include Business Standard and

Economic Times. Magazines include India Today, Business India, Business Today,

and Business World.

In addition, the Internet is now emerging as a truly global medium that does

not conform to country boundaries. Creativity and advertising will affect the

perceptions and values so much that the shape of culture soon is simply an

advertisement-induced version of culture.

Advertising in India


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In 1923, Goodyears David Brown advocated the use of international program

standardization, and the need for localization. Since that time, international

marketing managers and academics alike have actively struggled with the issue of

standardization of advertising (Onkvisit & Shaw, 1996). On one hand, proponents ofstandardization argue that in a world of increasingly homogenized markets and

consumers, it is possible for a firm to standardize advertising program and messages

across countries. However, critics of standardization consistently argued their case

for adaptation, citing cultural, economic and political barriers that mandate

adaptation of marketing programs and processes for products marketed on a global

basis (Sehgal, 2000).

Over the years, the discussion over standardization of all parts of creative

advertising programs has intensified. Between the bipolar extremes of absolute

standardization and adaptation, a third middle ground, a contingency approach, has

gained momentum in the recent years. This approach is predicted on identifying

factors that enable standardization, and those that require adaptation (Bullis, 1997).

In particular, the dominance of the global media infrastructure, coupled with a

shift in focus of multinationals from saturated Western markets to the developing

countries, has increased the importance of understanding effective marketing

strategies in Big Emerging Markets (BEMs), such as India. The tremendous growth

opportunity in India constitutes a major opportunity in the world economic order.

While most BEMs have low per capita income, economic and political instability,

and antiquated infrastructures, they often contain vast resources and represent

largely untapped market potential.

Importance of Advertising

Advertisements are important for:


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Standardized products

Products aimed at large markets

Products that have easily communicated features

Products low in price Products sold through independent channel members and/or are new.

Broadcast Ad spending is at an all time high due to heavy competition in the:

Computer industry

Telecommunications Industry

Auto Industry

Whenever severe competition between marketers, introducing new products etc.

Every with evolution direct marketing, and

interactive media.

Nature of Advertising

Used by many types of organizations including Churches, Universities, Civic groups

and charities, politicians!

Need to consider the following issues:

Does the product possess unique, important features to focus on Unique

Selling point (USP).

Are the hidden qualities important to the buyers

Is the general demand trend for the product adequate

Is the market potential for the product adequate

Is the competitive environment favorable

Is the organization able and willing to spend the required money to launch an

advertising campaign?


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Use of Advertising

Promoting Products or Organizations

Institutional Advertising promotes organizations, images, ideas or political

issues. IE Beer Company sponsors responsible drinking to promote the

company image. Product Advertising promotes goods and services.

Stimulating Primary and Selective Demand

First to introduce product needs to stimulate primary demand. Pioneer Advertising

informs people about the product (introduction stage of the product life cycle). Do

not emphasize the brand name.

Offsetting Competitors Advertising

Defensive advertising, offset to lessen the effect of competitors advertising.

Used in fast-food industry, extremely competitive consumer products

markets.

Making salespersons more effective

Tries to presale product to buyers by informing them of uses, features and

benefits- encourage them to contact dealers etc. Cars...bring to retail store.

Increasing use of product

Consumer can consume only so much of a product, this limits absolute

demand. May need to convince the market to use the product in more thanone way.

Reminding and reinforcing customers


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Reminder, need to keep company/product name at the forefront of

consumers' minds in the competitive marketplace. Reinforcement prevents

cognitive dissonance.

Reducing Sales fluctuations

Increase sales during slow periods will help increase production efficiency,

IE advertising reduced prices of lawn mowers in the winter months (reduce

inventory costs). Coupons for Pizza only Mon-Thurs.

Advertising Campaign

Integrated marketing...incorporate w/ sales promotions, and other communications

tools. Designing a series of advertisements and placing them in various advertising

media to reach a particular target market. Seven steps.

Identify and Analyze the Advertising Target.

The group of people for which the advertisement is aimed at, may direct

campaign at only a portion of the target market.

Research and analyze advertising targets to establish an information base for

a campaign. Generally increase advertisers knowledge about their target--the

more effective the campaign.

David Ogilvy Award focuses on rewarding research in advertising: 1994

finalists:
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o Nabisco's Oreo Cookie campaign, nostalgic feeling re: cookies, slogan

"Unlock the magic!"....Winner!!

o AT&T "You will campaign", customers did not feel AT&T was

innovativeo Goodyear, Aquatred ads, customer concerns were related to tires

traction ability in the wet.

Defining Objectives.

What the firm hopes to accomplish from the campaign, should be clear,

precise and measurable, can help measure the success at the end of the

campaign.Use a benchmark.

At what stage are the target market in the Product Adoption Process. What

are the goals of the campaign...to increase purchases, to generate traffic in

the retail store etc.

o Demand oriented objectives vs. image-oriented objectives

o Increase product/brand awareness

o Change consumer attitudes...reposition product

o Increase customer knowledge of product features

3. Determine the Advertising Appropriation

Total amount of money that a marketer allocates for advertising in a specific

period.

a. Arbitrary Approach determined by high level executives, Delaware

MBA Program
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4. Creating an Advertising Message

A function of the product's features, uses and benefits. Must be aware of the

characteristics of target market, different message to different target market.

Dependant on objective of the campaign. Can use a Spokesperson.

Celebrities 1993 ranked:

o Cindy Crawford...Pepsi Cola, Revlon

o Candice Bergen...Sprint (1/3 believe either AT&T or

MCI ;)...don't want the personality to overwhelm the brand)

o Bill Cosby...Jello Sports:

o Michael Jordon, 6th time in 7 years

Components of the advert:

o Headline

o Illustrations

o Subhead lineo Body Copy

o Signature

o Awareness

o Interest

o Desire

o Action

Headline--should attract readers attention, make readers want to read the copy.

5.Developing a Media Plan

Sets forth the exact media vehicles to be used and dates and times of ads.

Effectiveness of plan determines how many people in the advertiser's target


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will be exposed to the message. Need to select the media to be used and dates

and times ads appear.

Primary goal--reach the highest # of people (within the advertiser's target)

per $ spent. Achieve the appropriate message reach and frequency for the

target audience while staying within the budget.

Various Media

o TV Channels/programs, Baseball = male 18-49 Academy awards =

female 18-49

o Sponsor cable channels, Reebok with Cable Health Club "ReebokUniversity"

o Radio, Becoming more segmented, also allowed owning 2 FM

stations in one area.

o Magazines, Lead-time considerations, also pass along rate,

subscription plus newsagent sales.

o Newspapers, Local vs. national

o Direct Mail, Evolution of Database marketing, able to narrowly target

with DM.

o Outdoor, Billboards Atlanta is most billboard per capita city,

Transit...City Buses, Blimps...At Events

o Placed-Based, Schools, also sponsor educational programs,

Supermarkets, Health Clubs, Dining Halls. Intrusive..."Only go where

you are wanted!!". Target market is known...not assumed.

o Electronic, WWW, CompuServe et al.

Need to select general media, IE Newspapers, then subclass, IE Philadelphia

Inquirer.
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Look at location and demographics of advertisers target, use media that

appeals to this group.

Content of message to present affects the choice of media. Cost of media, use

cost comparison indicator-within specific media (IE between twomagazines), CPM "cost per thousand" for magazines.

-cost, total cost; per reader/viewer cost.

-reach, #viewers/readers in the audience, print media includes circulation

and pass on, more for magazines than newspapers.

-waste, portion of marketer's audience that are not in the target market

-frequency, how often can the medium be used/changed, i.e., TV radio

hourly, newspapers daily, Yellow pages yearly.

-message performance, number of exposures each advertisement generates

and how long it remains available to the audience; outdoor ads, many

exposures/message, magazines retained for a long period of time.

-clutter, # of advertisements contained in a single program/issue of a

medium. TV ads moving to 15 secs. each is increasing clutter. Some moving

to 2 minutes...or even 5, especially if there is a complex

message...telecommunications...cars maybe!!

Primetime:

o CBS 13mins 52 secs of non programming time

o ABC 13mins 24 secs

o Daytime 8-19 mins

o ESPN 13mins 28 secs

o Discovery 15mins 20 secs

Executing the Campaign

Requires extensive planning and coordination. Advertising Agencies,

production costs, research organizations, media firms, printers, photo-
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graphers, and commercial artists etc. Detailed schedules are needed to

insure everything is accomplished on time.

Evaluating the effectiveness of the campaign

Measure the achievement of the objectives, assessing the effectiveness of the

copy etc., and the media. Typical consumer is bombarded with about 300

advertising messages/day, 109,500 per year. 80% of people cannot remember

a typical ad one day after seeing it. Pretests before campaign, use a consumer

jury. During the campaign, "inquiries"-coupons numbered. Posttests after the

campaign, use consumer surveys to measure the change in communication

objectives, change in sales or market share. Cannot be precise due to theenvironment. Use recognition tests to determine the

degree to which consumers recognize advertisements.

Recall evaluation, consumers are asked what they have seen lately. Aided or

unaided. Since there is no direct feedback loop, it is hard to determine the

effectiveness of an advertising campaign. Many other factors affect sales.

Active Participants in Advertising

There are three active participants (called the three sides) in advertising the

advertiser, the advertising agency and the media. There are three more participants

in advertising. Public relations, ancillary services and freelance services. The six

participants in advertising are discussed below:

1. The Advertising: An advertiser is the one who wants to advertise its products or

services on certain media vehicle so as the requisite message reaches the target

consumers. An advertiser can be anyone like a manufacturer, retailer, distributor,

public or private sector companies, government or 'voluntary organizations'.

2. The Advertising Agencies: There are about 1000 accredited agencies in India.

They accept the brief from the advertiser, and do a campaign on his behalf. They

render useful services like Market Research, TV film production, positioning,


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lunching of products, packaging, branding etc. They deal with the media and collect

their commission from the media. The agency can be an intergraded large agency

like HTA, lintas or a medium size service agency, or a technical specialist agency or

a hot shop group of exports that engage services when needed. These agencies haveformed association.

3. Media Owners: These are publishing houses that bring out the newspapers and

magazines. They also bring out weeklies and tablodies then there are special

magazines. These are directories and yearbooks. These all sell space. We have

broadcast media T.V, radio and film. There are outdoor transit advertising

contractors. There are organizes of exhibitions line trade fair authority of India.

4. PR Consultants: We find them in PR department of advertising agencies and

they operate independently. They have got an association. Public relations society of

India.

5. Ancillary Services: These are needed to produce/create advertisements. A whole

range of services like the studio service, photographic service, printing service, gift

item producers etc. fall into this category.

6. Free-lancers: They are generally professionals of good track record. They may

be copywriters, single singers, radio annexure, artists, visualizes, technical writers

etc.

Advertising consists of those activities by which visual or oral messages are

addressed to selected public for purpose of informing and influencing them to buy

products or services or to act or to be inclined favorably toward ideas. Persons,

trademarks, on institutions featured. As contrasted with publicity and other forms of

propaganda, advertising messages are identified with the advertiser either by

signature or oral statement. Further, advertising is a commercial transaction

involving pay to publishers, broadcasters, or others whose media are employed.

From the above definition. Advertising indicates that:

1. Which or oral messages are addressed to selected customers.

2. It influences the general public to buy products or services.


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3. Advertising messages are identified with the advertiser.

4. It is a commercial transaction that forces the advertiser to pay the publishers or

broadcasters whose media is used. Media is a conveying information, both

graphic and textual traditionally, this refers to the types of paper used in drafting,more recently, it has also come to refer to the types of information storage and

playback technology, such as video, audio, CD-ROM.

The appropriateness of media used vis-a vis, the target audience and their reach, are

of critical importance.

COMMUNICATION PROCESS :

SENDER MESSAGE MEDIA RECIVER

Description:

1. Channel: The channel used in communication is very important. It is called

MEDIA. This media can be newspapers, magazines, television, radio, computer,

posters etc.. The media chosen should be in accordance with the content of

masses and the message required to convey to the masses correctly.

2. Message: It is the information being sent from sender to the receiver, it can be in

from of wards, symbols etc... It can be verbal or non-verbal. It is essential to use

only those decoded in the same manner; otherwise the meaning of the message

would be lost.

3. Sender: It is the person or organization, to whom the receiver assumes, top be the

sender in some cases it might actually happen, that the sender is somebody else e.g

- there may be given distinct advertisement of five products in a magazines but if

FEEDBACK


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all of them contain the name of the same retail store it might be perceived that the

sender is that retail store. This is also happens in case of publicity, where message

may be sent through an advertising agency or through publicity agent but the

sender is assumed to be the media itself.4. Receiver: It is the person for whom the message was actually sent. A message

has single or multiple receivers. The receiver has the duty to decode the message,

which may/not come out to be similar to the message sent.

5. Encoding: It refers to the symbols, clues, etc. used to place the message in the

media.

6. Decoding: It is the interpretation of the symbols, clues, etc. done by the

receivers. Different receivers may decode the same message differently.

ADVERTISMENT

Advertising today is defined as "a sales message, directed at a mass audience

that seeks through persuasion to sell goods, services or ideas on behalf of the paying

sponsor."

It can also be said "Advertisement is a non-personal presentation of goods,

ideas, and services by an identified sponsor." (American Marketing Association,Chicago).

Advertisement is a method of mass communication a powerful marketing

tool, a means of financing the media, part of a business management a part of

economic system, a profession and an employment.

Therefore, advertising is the means by which we make known what has to be

sold or what has to be bought. It is a way to inform the public about a new product

or service, in order to expand the market, to inform about the modification to tell a

price change or a new pack in the market, to test a medium, to educate the

consumers, and to challenges competition.

ROLE OF ADVERTISING


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Advertising is considered multi- dimensional, its assists in marketing

activities in a number of ways:

1. As a form of communication: Advertisements help to pass on the message

from the seller to the buyer through the media.2. Advertisement creates demand: Advertisements play a very vital role in

creating a demand for the product to the public. Various methods like direct

advertising, discounts, etc. all help to increase the sales of the product.

3. Promotes marketing system: Advertising tells the consumers what they can

buy. It is then up to the consumers to decide what and how to buy.

4. Servers as a middleman: Advertising acts as a middleman between the

consumer and the manufacturer. It performs the function of interpreting the want

of satisfying qualities of goods and services in terms of consumers needs and

wants.

5. Approaching Consumers Quickly and Efficiently: In the absence of

advertising, it would have been very difficult to approach prospective buyers in

different parts of manufacturer's country.

6. Acts as Financer to the mass Media: Advertising provides 60 -70 % of the

total revenue of newspapers and magazines. Commercial television and radio

broadcasting are also financed substantially, if not entirely, by advertising. It is

through these media that sales figures are pushed up.

ADVERTISING PAYS:


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Advertisement forms a very vital portion of sales promotion. The advertiser

pays for preparing and running the advertisement. Its only one of the costs that the

advertiser pays along with many other costs. The consumer, when he buys the

product or service, pays for the cost of making it and distributing. As advertising is apart of the distribution costs involved, the consumer ultimately pays for the cost of

advertising.

Thus, advertising is not just a promotional tool, which helps to bring about

the distribution of goods and services but also supports the communication media. It

would not be possible to increase the sales of a product without advertising. A new

product launched into the market will not have a good purchase rate until the people

are made aware of the product and the best way to achieve it is through advertising.


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MEDIA & ITS TYPES

Media is a channel of communication between the sponsor and the consumer.

It can be classified in different ways given below :

Based on the method of communication :

1. Print Media

2. Electronic Media

Audio Media

Audio-visual media

3. Outdoor Media

1. Print Media: The form of media where paper is used as a means of

communication of the message to the customer is known as the print media, E.g.

newspaper, books, journals, magazines, etc......

According to the study, the print media is pro Compared with many

other developing countries, the Indian press has flourished since independence

and exercises a large degree of independence. British colonialism allowed for the

development of a tradition of freedom of the press, and many of India's great

English-language newspapers and some of its Indian-language press were begunduring the nineteenth century. As India became independent, ownership of

India's leading English-language newspapers was transferred from British to

Indian business groups, and the fact that most English-language newspapers

have the backing of large business houses has contributed to their independence

from the government. The press has experienced impressive growth since

independence. In 1950 there were 214 daily newspapers, with forty-four in

English and the rest in Indian languages. By 1990 the number of dailynewspapers had grown to 2,856, with 209 in English and 2,647 in indigenous

languages. The expansion of literacy and the spread of consumerism during the

1980s fueled the rapid growth of news weeklies and other periodicals. By 1993

India had 35,595 newspapers--of which 3,805 were dailies--and other


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periodicals. Although the majority of publications are in indigenous languages,

the English-language press, which has widespread appeal to the expanding

middle class, has a wide multicity circulation throughout India.There are four

major publishing groups in India, each of which controls national and regionalEnglish-language and vernacular publications. They are the Times of India

Group, the Indian Express Group, the Hindustan Times Group, and the

Anandabazar Patrika Group. The Times of India is India's largest English-

language daily, with a circulation of 656,000 published in six cities. TheIndian

Express , with a daily circulation of 519,000, is published in seventeen cities.

There also are seven other daily newspapers with circulations of between

134,000 and 477,000, all in English and all competitive with one another.

Indian-language newspapers also enjoy large circulations but usually on a

statewide or citywide basis. For example, the Malayalam-language daily

Malayala Manorama circulates 673,000 copies in Kerala; the Hindi-language

Dainik Jagran circulates widely in Uttar Pradesh and New Delhi, with 580,000

copies per day;Punjab Kesari , also published in Hindi and available throughout

Punjab and New Delhi, has a daily circulation of 562,000; and the Anandabazar

Patrika , published in Calcutta in Bengali, has a daily circulation of 435,000.

There are also numerous smaller publications throughout the nation. The

combined circulation of India's newspapers and periodicals is in the order of 60

million, published daily in more than ninety languages.India has more than forty

domestic news agencies. The Express News Service, the Press Trust of India,

and the United News of India are among the major news agencies. They are

headquartered in Delhi, Bombay, and New Delhi, respectively, and employ

foreign correspondents.Although freedom of the press in India is the legal

norm--it is constitutionally guaranteed--the scope of this freedom has often been

contested by the government. Rigid press censorship was imposed during the

Emergency starting in 1975 but quickly retracted in 1977. The government has

continued, however, to exercise more indirect controls. Government advertising


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accounts for as much as 50 percent of all advertisements in Indian newspapers,

providing a monetary incentive to limit harsh criticism of the administration.

Until 1992, when government regulation of access to newsprint was liberalized,

controls on the distribution of newsprint could also be used to reward favoredpublications and threaten those that fell into disfavor. In 1988, at a time when the

Indian press was publishing investigative reports about corruption and abuse of

power in government, Parliament passed a tough defamation bill that mandated

prison sentences for offending journalists. Vociferous protests from journalists

and opposition party leaders ultimately forced the government to withdraw the

bill. Since the late 1980s, the independence of India's press has been bolstered by

the liberalization of government economic policy and the increase of private-

sector advertising provided by the growth of India's private sector and the spread

of consumerism.jected to grow at 12 per cent CAGR to Rs 19,500 crore in 2010

from Rs 10,900 crore. "A booming Indian economy, growing need for content

and government initiatives that have opened up the sector to foreign investment

are driving growth in the print media," the FICCI report said.

Radio is poised for big growth with projected size for 2010 at Rs 1200 crorefrom the current level of Rs 300 crore. Key policy initiatives announced by the

Government such as migration to a revenue share regime, allowing foreign

investment into the segment and opening of licenses to private players are

expected to drive growth in this sector. Live entertainment sector is also seen

growing at 18 per cent to Rs 1,800 crore by 2010 from Rs 800 crore. "The

growing number of corporate awards, television and sports events is helping this

sector. However, issues like high entertainment taxes in certain states, lack ofworld-class infrastructure and the unorganised nature of most event management

companies continue to hinder growth of this industry," the study said.

Out-of-home advertising is also on an upward curve, growing at 14 per cent to Rs 1,750

crore by 2010 from Rs 900 crore. Technological innovations would drive growth.


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2. Electronic Media: In electronic media the medium used to communicate the

message to the public is through electronic waves.

It is of two types :

Audio media: In this the message can be heard only and the message is sent

through radio waves e.g. radio, telephone, microphone etc.

Audio Visual Media: It is that medium where people not only hears the

message but also view it. e.g. television computers etc...

3. Out door Media: It includes posters, transport advertisements etc where

transport vehicles, poster stands act as a media, such type of media are known as

outdoor media.

On the basis of editorial Message :

a. True media

b. Transit Media

a. True Media: In this media the editorial message is also published along

with the advertisement e.g., - television, newspaper, magazines, radio etc..

b. Transit Media: In this media there is no editorial message attached with the

advertisement. It is sometimes also known as the false Media - e.g - posters,billboards, etc.

On the basis of Advertising Agency

The advertising agencies also charge money from the sponsor as well as from

the media. This is more commonly called Commission. Thus, on the basis of the

commission paid to the advertising agencies by the media it is of two types, as

follows:

1. Above - the - Line Media

2. Below - the -line Media

1. Above-the-line media: in this media agency have to be 'recognized' from

which they receive commission on the purchase of space, airtime and sites.

Above the line media is also called Media Advertising and it refers to the


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five traditional media of press, television, radio, outdoor, and transportation

(mostly posters and cinema.)

2. Below the line media - In this media normally there is no commission

allowed and the advertising has either to add a percentage as profit charge orcharge a service fee for the time spent on making use of the medium. The

six principal media which come under this are - direct mail, point- of sale,

sales promotion and merchandising, exhibition and sales literature.

Advertising In Print Media

Advertising in the print media is oldest and the largest in terms of advertisingbilling. Advertisers spend more money on newspapers and magazines than any other

medium./ In India, more than 3000 crores were spent on newspapers and magazines

have two sources of incomes one from circulation and subscription, which may be

referred to as circulation revenue and the second is advertising revenue. Advertising


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revenue which is substantial is generated from the space in the publication. Almost

30 to 60% space is occupied by advertisements in a majority of publications.

Each publication has its readership, which is influenced by its general image.

The editorials, news and the entertainment offered by a publication from its generalimage. The better this image, the greater is the acceptance of the advertising

message by a reader to reader, from one advertisement to another and from

publication to publication.

Newspapers Advertising

Newspapers are classified on the basis of their circulation in a geographical

area, whereas are selective and qualitative. They are edited and aim to appeal to the

special interests of the people, irrespective of their location. Business India or

Business World is published primarily for the business community, executives and

managers working in industry and business. Tough similar selectivity. Does exist in

newspapers, too, this is more discernible in magazines. Economics Times, Financial

Express are a few newspapers which are qualitatively selective.

A part from their frequency and their circulation in a geographical area,

newspapers are classified on the basis of their size. They are grouped into a standard

size type or tabloid type. Standard size has about 8 columns, each approximately,

two inches wide and 22 inches deep.

Print media revenues jump 38 per cent

After several years of pessimism, the Indian print media sector has registered an

increased share for itself in the total ad spend. According to TAM Media Research's

ad spend figures; print media generated revenues of about Rs 2,140 crore (USD 475

million / GBP 258 million), against the electronic media's share of Rs 2,202 crore

(USD 489 million / GBP 265 million) for the 5-month period of January-May, 2004.


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The figures for the corresponding period in the year 2003 were Rs 1,540 crore and

Rs 2,116 crore respectively. This effectively means a 38 per cent increase in print's

revenues, while the electronic media's revenues increased by just four per cent. The

change is largely attributed to an increased spending by customers on white goods,while spends on fast-moving consumer goods have stagnated. These two categories

of advertisers have shown preferences for print and electronic media respectively.

This is in direct relation to the frantic pace at which the Indian economy is growing

and the increased purchasing capacity of the growing Indian middle-class. The

increase in print's revenues is also partly attributed to the general elections in the

country, when political parties used print on a large scale. A new category of print

advertisers included the mushrooming shopping malls across the country.

Top 10 position to non English publication in India

The top 10 positions in the Indian Readership Survey's Round 1 of 2005 have gone

to non-English publications, belying fears that growing urbanization of the country's

population and increased English education would gradually affect the readership of

non-English publications. The largest-read English daily, the Times of India of

Bennett, Coleman & Co., retained the 11th position, while registering a marginal

drop of readership by 47,000 to 7.05 million readers. Elsewheres too, except for

English daily Hindustan Times and English weekly newsmagazine Outlook, all

other English publications registered a negative growth over the preceding 6-month

period of the IRS.

Hindi dailies Dainik Jagran and Dainik Bhaskar retained the first and the

second positions respectively, with national readership figures of 17.47 million and

13.42 million respectively. These two publications are aggressively pursuing

markets with newer editions in small towns, clocking growth rates of 6.03 and 2.89

per cent respectively. Other categories, which have registered negative growth, are

business and financial dailies and magazines (in all languages), of course with one


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or two exceptions in each category. A majority of the dailies in all non-English

languages have shown positive growth over the previous period.

ADVANTAGES & DISADVANTAGES

Advantages

Local advertising is possible only in newspapers

Newspapers advertisement are easy to prepare and newspapers are a

relatively inexpensive medium.

Time flexibility is there in case of newspaper advertisement. A previously

prepared advertisement may be inserted at the last minute to take advantage

of some special situation.

When new advertisements are experimented with, newspapers are normally

used first, for such trail advertisement can be run on small scale and on a

regional basis at a relatively low cost.

Newspapers have a wide reach.

Tabloid inserts can be put into newspapers which usually carry information

on local department stores, discount and variety stores.

Disadvantages

The important limitation of newspaper advertising is its short life spans as

well as the local nature of advertisement. Newspapers are usually read as

soon as they are required and then thrown away. The quality of newspapers advertising is, poor compared to that

magazines.

Many a time an advertisement may go unnoticed if placed strategic about

awkward position.


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Indian and Eastern Newspapers Society

Indian and Eastern Newspapers society, New Delhi is a representative

organization of newspapers, magazines and other publications, The IENS has

prescribed a code of standards to be observed by all the members when accepting

advertisements and when issuing their publications, apart from other requirements to

be fulfilled in bringing out the publication.

Society members shall not favors direct advertisers by giving thyme better

facilities such as lower rates, longer credit period, preferential positions,

commissions, discounts etc.

Agents not accredited or a canvasser, shall not be allowed a commission of

more than 10% and these agencies are not provided with any kind of

credit.

Members papers shall take all reasonable precautions to ensure that the

advertising accepted by them is legal, clean, honest and truthful and that

such advertising is in respect of reputable goods and services.

Advertising in Magazines

Magazines are the second publication medium available to an advertiser;they are in many respects, different from newspapers. Where newspapers appeals to

all kinds of people in a particular region or community, the magazine appeals to

particular kinds of people in all the regions/communities. Newspapers advertising

has a very short life; but a magazines advertisement has a longer life, may be a

week, a fortnight, a month, or even longer, moreover while the newspapers is

primarily a local medium, the magazine is a national one, though we do not have

regional magazines in the regional and in the English languages. There are, in

addition, regional editions of international magazines Reader's Digest has several

regional editions.

While newspapers readership in the region in general, magazines have a

specific readership interest. For example, women read magazines such as Femina,


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Women's Era, which give useful information on cooking home keeping, gardening,

embroidery, etc. Magazines also impart considerably knowledge on the subjects of

economics, industry, sociology, politics, diplomacy etc. Today, one can easily find

magazines that appeal to one's own special interest.

Advantages and Limitations of Magazines Advertising

The reading habits of magazines subscribers make magazines advertising

preferable, Most magazines are not read in one sitting, but picked lip and read

several times till the issue arrives. Many times an old issue is kept after the new

issue has come. This shows that advertisements in magazines get the full attention

of the readers. Second, magazines advertisements are good in quality in terms of

printing and color. The merit of magazines advertisements imposes serious

limitations on time. Magazine advertising takes weeks and months before the

appearance of the first advertisement takes weeks and months before the appearance

of the first advertisement. Artwork alone takes weeks; then the engravers take time

to make color plates. Also, any revisions more time and throwing always as waste

the work already done. Thus, the time limitation before which advertisements are

finalized is a serious demerit of magazine advertising.

The advantage of a magazine being a national medium for a specific interest

group may turn out to be a limitation. Manufacturers ion the small-scale sector,

whose distribution is restricted to a territory rather than spread all over the country,

find magazine advertising unprofitable.

Advertising - Broadcast Media

Television and Radio are classified under the Broadcast media. Also video

and cable T.V. Are classified as the narrow cost media. In contrast to the space sold

in publication, time is sold for commercials are scheduled and units' of time are sold


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to advertisers commercials, T.V. & Radio networks, programmers and commercials

are scheduled and units of time are sold top advertisers for advertising commercials.

According to a survey by ORG-MARG published in A&M (IRS'98),

in the 23 meters the reach of TV is 84.4% and of radio is 24.9%. The high media

reach of TV makes it as the most popular and expensive media of advertising.

Advertisement on TV channles ha a market of nearly Rs. 1500 crore advertisement

business. Doordarshan (DD) has nearly 1000 crore business and its market7

competitor zee T.V about Rs. 250 Crore business. Television Rating point (TRP)/

gross Rating Print (GRP) gives an idea of the popularity of the viewer ship of the

programme. TRP and GRP helps nin fixing the advertising charges during a

particular proagmme. There are a variety of merits and demerits of advertising on

T.V. In 2004, the ad spend on television was Rs5,428 crore (46 per cent of total ad

spend in India), the highest ever as yet. The ad to content ratio varies from network

to network but is mostly around 30:70. This gives ample airtime availability every

day.

Each channel addresses a special segment in terms of demographics, behaviour and

attitude. You might think that the fragmentation has so much clutter that it has

become impossible for advertisers to choose the most effective spots in which to

advertise.

Actually it is not. Talking about the clutter, Manish Porwal, executive director,

India-west, Starcom, says, "Fragmentation is an opportunity, not a problem. If you

have communication architects who know how to utilize that opportunity and put

you in the right mix of vehicles and channels, you have got your audience anyway."

In fact, if there were just a single publication or channel cutting across all audiences,

advertising niche products on the channel would be very expensive because it would

result in an over-kill since a large part of the channel's audience is not part of the


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target group. Smart planning at the media agency can actually help advertisers to

save money.

Media agencies have now begun to help clients to move their ads from the

commercial breaks and into the programmers themselves. Advertisers who have

smuggled themselves into programmers include SOTC, VLCC and ICICI

Prudential. Top programmers like Kyunki saas bhi kabhi bahu thi on Star Plus and

Jassi jaisi koi nahi on Sony have been more than happy to oblige.

There has been rapid progress in the development of Electronic media

(Radio, T.V/Cable TVs) during the past 10 years. This is largely due to growing

media awareness among the general public.

RADIO: Radio continues to be most extensive covering networks covering the

entire state. AIR Aizawl station started functioning as an auxiliary station in May

1966 with frequency of 150 Watt Medium wave. In 1970 the frequency was

improved to 1 Kilowatt and then to 10 Kilowatts in 1975 and to the present

frequency of 20 Kilowatts since 1979. Transmission from short wave with a

frequency of was started in 1992. Steps are being taken to install FM Stereo

Transmitter.A 6 KW FM Radio Station was started in Lunglei in 1995. Soon, a

captive earth station to uplink news from Aizawl will be opened here. Two

community Radio stations are to be opened at According to the study; the television

industry is poised to grow at 24 per cent to Rs 42,700 crore from its current size of

Rs 14,800 crore. "Subscription revenues would be the key growth driver for the

industry over the next five years. Subscription revenues will increase both from the

number of pay TV homes as well as increased subscription rates," the study said.

New distribution platforms such as DTH and IPTV will help increase the subscriber

base and push up subscription revenues. The film industry is slated to grow at 18 per

cent to Rs 15,300 crore in 2010 from the current size of Rs 6,800 crore.


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"Advancements in technology are helping the Indian film industry in all the spheres

- film production, film exhibition and marketing," the study said.

Internet: Undoubtedly, this is the hot new field. Internet in India has 25 millionusers. The year-on-year growth in Internet advertising in India has been 150 per

cent. Of the total ad spend on the online space, 40 per cent has been from the

financial sector. The medium works very well with a premium audience.

Little wonder then that the banks are the biggest spenders online, closely followed

by insurance companies and mutual funds, followed by IT and travel and tourism.

The advantage these industries get online is of more clearly defined target groups,

mostly educated and belonging mostly (approx 40 per cent) to SEC AB. The

Internet reaches a sizeable population (approx. 50 per cent) in the metros.

For industries with high-value products, addressing premium audiences online

makes great sense. One hurdle for the medium is the constraint of reach. The

moment it reaches critical mass here, FMCG may be the biggest spenders.

The first step forward in that direction is the formation of the Internet and Mobile

Association of India (IAMAI), a governing body for the Internet in India. IAMAI is

presided over by Neville Taraporewala, chairman, Yahoo Web Services India Pvt

Ltd; the member portals are MSN, Yahoo, Rediff, India times and Sify. The

association is working with the objective of reaching 100 million users over the next

two to three years. It would also be the authority in India to publish Internet usage

figures.

More and more clients are demanding that the Internet be part of their media mix.

Shamsuddin Jasani, manager, Mediaturf, says: "With internet you have interactivity.

It is a response-generating mechanism. It enforces what one has seen on TV and

radio."


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Internet is also the medium, which is the most measurable. Jasani adds, "There is no

sample size, there is the whole universe to work on. Since there is no extrapolation

the measurements are 100 per cent correct."

Internet advertising is projected to grow at 50 per cent rate to Rs 750 crore by 2010

from the current level of Rs 100 crore. "The Internet is being used for a variety of

reasons, besides work, such as chatting, leisure, doing transactions, writing blogs

etc. This offers a huge opportunity to marketers to sell their products. With

broadband becoming popular, this segment is expected to grow further," the study

said. However, music industry is expected to show a flat growth of one per cent to

Rs 740 crore in 2010 from Rs 700 crore.

Advertising- Outdoor Media

The outdoor media include outdoor advertising in several from such as

Posters, Billboards, hoardings, roadside, sings, highway advertising and transit

advertising, placed on public and private transit vehicles and at rail, bus and air

terminals.

Outdoor advertising today is over Rs. 500 crore, which makes it about 33%

of T.V overall spends for T.V is about Rs. 1500 crore. Most of the times agencies

are not involved and clients buy the space directly. Earlier outdoor media was

basically used for movies and consumer items line cigarette sand soaps. Today, the

concept has penetrated to the nook and corner and the users are of such diverse

items like sanitary napkins, utterly, butterly Amul, Newspapers Bank, Hostels and

restaurants etc. Any advertisement campaign is considered incomplete without the

outdoor support.

Outdoor advertising is bound to grow with the extension in the network of

national and state highways, an increase in the number of automobile in use, the

dispersion of population to the suburbs and the greater mobility of the peoples. The

more people travel, the more they are exposed to advertising messages carried by

this medium.


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Booking for the space has generally to be done with the municipal

corporation of the city. Advertising agencies usually buys the space at a number of

tourist places and the busy roads and highways like G.T. road. Advertising agencies

then have a large number of associates, stationed at all there places and theseassociates brings the advertiser to the agency and receives a commission from the

agency in return.

Out-of-home communication (on billboards and hoardings and on kiosks and buses)

have usually been selected as supplementary reminder media playing second fiddle

to TV and press advertising. Now, all of a sudden, outdoor advertising has been

used in a more powerful way to launch products.

The newspaper DNA used outdoor advertising almost exclusively for spreading its

launch message across the Mumbai conurbation. Earlier large companies like

Reliance Infocomm, Hutch and Tata Indicom have used outdoor advertising

massively to reach a large audience. As reminder medium nobody who has lived in

major Indian city can forget the Amul hoardings, which people actually look

forward to seeing.

The problem with outdoors has always been how to measure its effectiveness

although it has found its way into the media plans of many advertisers. Now

tracking OOH may soon become simpler.

TAM, in collaboration with its partner Neilsen Outdoor, is testing "NMR Outdoor"

a People meter equivalent for outdoors in Chicago. Says LV Krishnan, CEO,

TAM Media Research, "NMR Outdoors, a small, lightweight device, will reside ona user's body and measure the user's location (including distance from outdoor

sites), angle and time with the help of satellite-based GPRS." Essentially, this device

will measure exposures to the hoardings or billboards based on the distance from

and the angle at which the person is exposed to the particular creative.


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Outdoor advertising can cost as much as Rs21 lakh for a single hoarding on Patel

Bridge on Marine Drive in Mumbai, or about Rs16 lakh at Heera Panna at Haji Ali

in the same city. Steep as the rates may see, TV and print are much more expensive.

In its new role, outdoors is turning to the use of LED and Magnik. Communicating

through the outdoor medium is a challenge. Since the outdoor media address a

mobile audience, they require a unique creative: the copy should not exceed seven

words and the concept should be absorbed in seven seconds.

No wonder there are companies like Ads Advertising and Outdoor Today, which

specializes in outdoors. Media agencies like Starcom have a dedicated division, Star

Sight, concentrating on outdoors.

These are the survey made NRS(National readership survey)

Reach of Mass Media

Television today reaches nearly 50% of the population of adults against about 35%

of newspapers of all periodicity. Interestingly, even in rural India, print media

reaches about a quarter of the population against about 45% reached by TV. English

publications have just 10% readers. Readers of daily newspapers comprise 90% of

all readers. One in five readers are magazine readers and there has been a decline in

magazine readership in recent times.

Reach of Mass Media -2002 Percentage of Adult Population


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Mass Media

All India Urban Rural

TV viewers

45 75 33

Press - Readership

35 58 24

Radio- Listener ship

20 21 19

Cinema Goers

19 29 15

Notwithstanding the inconsistencies in readership surveys, a time series analysis at

the macro level for the 1972-2002 periods reflects broad trends. Whatever little

spurt there has been in readership of dailies is accompanied with the TV boom.

However, if one takes a long-term view, one could also say that TV has slowed

down the growth of the print media. The trend confirms the view that Indian print

media needs a breakthrough to help it realize its true potential.

Growth of newspapers (1964-2000)

Between 1964 and 2002, newspapers have grown by more than six times. The

percentage of dailies increased to 11% from 6%. During the 40 years, the number of

daily newspapers increased 12 times, from about 500 to about 6000. The overall

growth in circulation has kept up. Circulation of dailies has increased from nearly 8

million in 1964 to 60 million. The annual growth in terms of numbers in the lastdecade (1990-2001) when the television boom was over was steady at 5 to 6%.

However, in terms of circulation the growth has not been steady and does not live

up to its potential.


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Growth in Newspapers 1964-2000 Years

Nos. Dailies All

1964 514 8,161

1968

636 10,019

1969

650 10,281

1974

822 12,653

1975

835 12,423

1976

875 13,320

1991

3,229 30,214

1999

5,157 46,655

2000

5,364 49,145

Publishing centers still limited

Even after 50 years of India's independence, there are not more than 90

centers in the country that publish newspapers. In fact, nearly 90% of newspapers

are published from 25 metro cities. This is despite the availability of basic

infrastructure elsewhere. The number of locations, however, has more than doubled

over the last 25 years. Dispersal of daily newspapers within a state is yet another

issue. "District editions" are a new approach with impressive results. The dispersal

of newspaper publishing needed to be widened further.

Number of locations that offer massmedia options in various languages


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Language

No. of centers that publish anewspaper

Number of TVtransmitters

English

31 -

Hindi

35 -

Kannada

6 45

Telugu

15 69

Malayalam

5 23

Tamil

10 43

Marathi

16 75

Gujarati

9 49

Oriya

4 65

Bengali

3 25

Assamese

3 23

Punjabi

4 9

Urdu

4 -

Bihar

7 47

Madhya Pradesh

11 79

Rajasthan

6 75

Uttar Pradesh

24 91

Haryana

4 8

Readership and Circulation


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There has not been parity in growth in readership and circulation of dailies. Growth

in readership has declined in the case of leading dailies although there circulation

increased, marginally or significantly, except in cases such as Eenadu.

Per Copy Readers of Dailies

Publication

Per Copy Readers

Hindustan Times (English)

3.6

Times of India (English)

3.3

Statesman (English)

3.8

The Hindu (English)

3.4

Gujarat Samachar (Gujarati)

4.6

Sandesh (Gujarati)

4.9

Ananda Bazar Patrika (Bengali)

5.6

Bartaman (Bengali)

6.3

Eenadu (Telugu)

6.3

Daily Thanthi (Tamil)

7.9

Dinamani (Tamil)

6.3

Navakal (Marathi)

6.9

Malayala Manorama (Malayalam)

2.7

Mathrubhumi (Malayalam)

3.3

Prajavani (Kannada)

6.2

Punjab Kesari (Punjabi) 4.9


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Navbharat Times (Hindi)

5.2

Navabharat (Hindi)

6.7

Per Copy Readership

In 1972 the first National Readership Survey (NRS) recorded per copy readership of

a newspaper at 9 persons. The multi edition dailies that have the largest circulation

in the respective language region have more readers per copy. English dailies have

on an average 3-4 readers per copy as against 5-7 readers for leading dailies in

Telugu, Tamil, Kannada and Gujarati. Even leading Hindi dailies have 5-6 readers

per copy. This is an indication of the untapped potential for language publications.

The increase in price of language newspapers has however not had a major impact

on the circulation.

A decline in per copy readership is a good sign. As literacy levels increase and cash

income of households go up, people will start buying their own copy of newspapers.

Overall, there is a significant decline in per copy readership for most publications.

In fact, during the last two decades, per copy readership has declined by half.

Overall, per copy readership of magazines has declined far more significantly

despite the decline in circulation. The fact that circulation, readership and per copy

readership of magazines have declined indicates at the possible

impact of cable and TV.

Readership among women is a key variable in the growth of newspapers. The

growth in readership and circulation among this segment did not keep pace in the

1970s and 1980s. However the efforts to increase school enrolment and reduce

dropout rates among girls will have an impact on readership. This trend has

contributed to the southern dailies registering a higher growth rate.


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Newspaper Readership Vies avis TV viewing over a 30 yearperiod

Percentage of Adults

Urban

Year

NewspaperReaders

TVViiewers

1972 37 No TV

1978 53 9

1983 47 18

1986 56 -

1990 44 71

1995 46 76

1997 45 78

2000 45 78

2002 54 -

Newspaper Readership vis a vis TV Viewing over a 30 yearperiod

Percentage of Adults

Rural

Year

NewspaperReaders

TVViewers

1972 7 No TV

1986

8 5

1989 9 27

1995 10 30


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2000 15 35

2002 24 -

OBJECTIVES

The objectives of the study are as follows:-

1. To know the awareness of print media among general public.

2. To find out which print media is most effective.

3. To know the importance of print media in advertising.

4. To find out the purpose why respondent prefer for printed advertisement.


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IMPACT OF PRINT MIDIA ON ECNOMIC SYSTEM IN

RELATION TO ADVERTISING

The economic development of a country depends on a highly developed

communication system. Millions of people in scattered markets can be easily

reached if there is a proper communication system. No buyer can transact any

business directly with every seller, nor can he examine every product that is offered

for sale. In such circumstances, both buyers and sellers depend on print media for

carrying advertisements of product and services. Again, it is print media which

establishes in consumers' minds the price, quality, durability, etc, of the product thatis advertised. Through advertising then, consumers come to know all details about

the product, and can assess the comparative value of the product before they leave

home for shopping. On the other hand, it is advertising that reminds consumers and

creates awareness and builds confidence. Newspapers' outstanding contribution to

consumer welfare comes from its part in promoting a dynamic, expanding economy.

Print media's chief task from a social standpoint is that of encouraging the

development of new products through advertisements. It offers a means whereby the

enterpriser may hope to build a profitable demand for his new differentiated

merchandised which will justify investment. From growing investment has come the

increasing flow of income, which has raised man's material welfare to a level

unknown in previous centuries. Brand names are made popular and established only

because of advertising through print media. It is brand name that identifies the

source of a product and provides all other information wanted by a buyer. Print

media is an economical source for advertising for wider coverage and brands are

made popular through print media. Advertising and print media go hand in hand;

they are part and parcel of economic system. Advertising normally meets than 60

percent of the cost of periodicals, more than 70 percent of the cost of newspapers,

and nearly 100 percent of the cost of radio and television. When goods are


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advertised, these different media are automatically financed by consumers, for it is

they who are forced to pay higher prices for the products that are heavily advertised.

All marketing activities are made effective and strengthen the economic system only

through advertising using print media. The fact remains that the importance ofadvertising in economic development cannot be underrated. In short, advertising

succeeds when it gives people what they want. It communicates a wide range of

choices and facilities the selection process that is required for social progress.

Advertising is now used more frequently to meet social problems. It stimulates

greater consumption and contributes to social progress through industrial

development. The various media - newspapers, magazines, and direct mail sets

advertiser free to say about his products and services within the constraints and

standards of practice enforced by the media. To convey his message, he is at liberty

to select a particular issue of a newspaper or magazine. It should be noted that, as a

form of communication, advertising is used to promote the sale of a product or

service, to influence opinion, to gain political support to advance a particular cause,

or to elicit some other response than the one desired by advertiser.


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Q1. Do you read Newspaper?

Nos. of persons Age category

Below 30 Above 30

Read Newspaper 78% 83%Don't Read Newspaper 22% 17%

Interpretation

According to my analysis the persons who read newspapers below 30 are

78% and above 30 are 83% and the persons who don't read newspapers below 30

are 22% and above 30 are 17%.

Q2. For which purpose you read newspapers?

Purpose Below 30 Above 30

News 68% 79%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Below 30 Above 30

Age category

Read Newspaper

Don't Read

Newspaper


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Entertainment 15% 7%

Knowledge 10% 8%

Others 7% 6%

Interpretation

According to my analysis the persons who read newspapers for news below

30 are 68%, above 30 are 79%, who read for entertainment below 30 are 15%

and above 30 are 7%, who read for knowledge below 30are 10% above 30 are

8% and who read for other purposes below 30 are 7% and above 30 are 6%

respectively.

Q3. Do you think newspaper is effective from advertisement

point of view ?

Below 30 Above 30

Effective 74% 68%

Not- Effective 26% 32%

0%

10%

20%

30%

40%

50%

60%

70%

80%90%

News

Ente

rtainm

ent

Know

ledge

Others

Below 30

Above 30


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Interpretation

According to my analysis the persons who think that newspaper is effective

from adv. point of view below 30 are 74% above 30 are 68% and the persons

who says that it is not effective below 30 are 26% and above 30 are 32%

respectively.

Q4. Which is your favorite newspaper?

Newspapers Below 30 Above 30Hindustan Times 42% 33%

The Tribune 28% 40%

Dainik Bhasker 12% 13%

Punjab Kesri 7% 8%

Other 10% 6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Below 30 Above 30

Effective

Not- Effective


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Interpretation

As far as my analysis is concerned the favourite newspaper of the person

who are below 30 are HT 42%, Tribune 28%, Dainik Bhasker 12%, Punjab

Kesri 8% and others are 10%. And the persons who are above 30, their favourite

newspaper are HT 33%, Tribune 40%, Dainik Bhasker 13%, Punjab Kesri 7%and other are 6%.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Hind

ustan

Tim

es

The

Tribu

ne

D

ainik

Bhas

ker

Punja

bKes

ri

Othe

r

Below 30

Above 30


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Q5. Do you read advertisement in newspaper ?

Below 30 Above 30

Yes 75% 60%

No 8% 11%

Sometimes 17% 29%

Interpretation

As far as my analysis is concerned the persons who read ads. in newspapers

below 30 are 75% and above 30 are 60%, who don't read ads. in newspaper

below 30 are 8% above 30 are 11% and who read ads. Sometimes below 30 are

17% and 30 above are 29%.

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No Sometimes

Below 30

Above 30


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Q6. Do you think there is sufficient promotion done by advertisement?

Below 30 Above 30

Yes 58% 53%No 17% 21%

Sometimes 25% 26%

Interpretation

As far as my analysis is concerned the persons who says yes below 30 are

58% and above 30 are 53%, who says no below 30 are 17% above 30 are 21%

and who says sometimes below 30 are 25% and 30 above are 26%.

0%

10%

20%

30%

40%

50%

60%

70%

Yes No Sometimes

Below 30

Above 30


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Q7. Which type of advertisement do you like to read?

Type Below 30 Above 30

Creative 89% 10%

Easy to understand 2% 77%Impressive 5% 8%

Others 4% 5%

Interpretation

As far as my analysis is concerned the persons who like creative ads. below

30 are 89% and above 30 are 10%, who like easy to understand below 30 are 2%

above 30 are 77% and who like impressive below 30 are 5% and 30 above are

8% and like others below 30 are 4% and above 30 are 5%.

0%

10%20%30%

40%

50%

60%70%

80%90%

100%

Crea

tive

Easy

tound

erst

and

Impr

essiv

e

Othe

rs

Below 30

Above 30


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Q8. Do you think newspaper advertisement are relevant?

Below 30 Above 30

Yes 83% 78%

No 8% 13%Can't say 9% 9%

Interpretation

As far as my analysis is concerned the persons who says relevant

below 30 are 83% and above 30 are 78%, who says no below 30 are 8%

above 30 are 13% who says can't say below 30 are 9% and above 30 are

9%.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Yes No Can't say

Below 30

Above 30


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Q9. What are your favorite columns in newspaper?

Column Below 30 Above 30

Editorial 25% 46%

Sports 44% 27%Business 21% 16%

Others 10% 11%

Interpretation

As far as my analysis is concerned the persons who like column in

newspaper is below 30 like editorial 25%, sports 44%, business 21% others are

10%. And for above 30 like editorial 46%, sports 27%, business 16% others are

11%.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Editorial Sports Business Others

Below 30Above 30


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Q10. Do you read magazine which accompany your newspaper?

Below 30 Above 30

Yes 47% 53%

No 29% 28%Sometimes 24% 19%

0%

10%

20%

30%

40%

50%

60%

Yes No Sometimes

Below 30

Above 30

Interpretation

As far as my analysis is concerned the persons who says yes below 30 are

47% , who says no 29% who says sometimes are 24% and the persons are above

30 say yes 53%, who says no are 28% and who says sometimes 19%.


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Q.11. Does the page number of the advertisement matter?.

% age Of Respondents

YES 60

NO 40

Interpretation: Yes page number in newspaper is important because some time in the

newspapers half of the news is on front page and half of the news relating to same topic is

given in back or may be in between the newspaper. People should easily understand if there

is a page number is given. 60% of respondents say yes and 40% of respondents says no.

YES60%

NO

40%YES

NO


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Q.12 Does the kind of page (sports, editorial, world) matter in given

advertisement?.

%age of RespondentYES 70

NO 30

INTREPRETATION: While giving a advertisement in newspapers we should

considered on which page of the newspaper we give advertisement. The main motive of

some people to target different people. If our product is for sports people than we give

advertisement in the sports page, if our target is businessmen people than we give

advertisement in business page. So according my survey 70% respondents saying yes it

should be matter but 30% of respondents say it should be matter in the newspaper.

CONCLUSION

YES

70%

NO

30%

YES

NO


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At the end of the study it is conclude that advertisement play a very

important role in Print Media. As compared to other print media like magazine,

newspaper is more effective. Most of the people read newspaper for news,

entertainment, editorial, and sports & for other purposes as compared to other Print

Media.

Most of the Company prefers to give their advertisement in print media

rather than other media because it is much effective and cheaper.

All newspapers readership and circulation is increasing day by day which

clearly shows that advertisement has great impact on print media.


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APPENDIXS


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QUESTIONNAIRE

Name :____________________________________________________

Address____________________________________________________

__________________________________________________________

Q1. Do you read Newspaper?

A) Read B) Do not Read

Q2. For which purpose you read newspapers?

A) News B) Entertainment

C) Knowledge D) Other

Q3. Do you think newspaper is effective from advertisement point of

view?

A) Effective B) Not Effective C) Cannot say

Q4. Which is your favorite newspaper?

A) Hindustan Times B) The Tribune

C) Dainik Bhaskar D) Punjab Kesri

E) Others

Q5. Do you read advertisement in newspaper?

A) Yes B) No C) Sometimes


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Q6. Do you think there is sufficient promotion done by advertisement?

A) Yes B) No C) Cannot Say

Q7. Which type of advertisement do you like to read?

A) Creative B) Easy to Understand

C) Impressive D) Others

Q8. Do you think advertisements are relevant to the types of news paper in

which they are given?

A) Yes B) No C) Cannot say

Q9. What are your favorite columns in newspaper?

A) Editorial B) Sports

C) Business D) Others

Q10. Do you read magazine, which accompany your newspaper?

A) Yes B) No C) Sometimes

Q11. Does the page no. of advertisement matter ?

A) Yes B) No

Q12. Dose the kind of page(sports ,editorial ,world )matter in given

advertisement?

A) Yes B) No


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OBJECTIVES

The objectives of the study are as follows:-

1. To know the awareness of print media among general public.

2. To find out which print media is most effective.

3. To know the importance of print media in advertising.

4. To find out the purpose why respondent prefer for printed

advertisement.


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BIBLIOGRAPHY

Books

Sales Management- Cundiff & Govani

Advertising- Dunn. S.W. & Barrban. A.M

Advertising Management- David. A.

Websites

http://www.country-studies.com/india/the-media.html

http://www.udel.edu/alex/chapt19.html

http://etd.fcla.edu/UF/UFE0010281/dixit_y.pdf

http://www.thehindubusinessline.com/2006/03/16/stories/2006031601820500.htm

http://www.chronosphere.biz/IMO/12/imo.html#import

http://www.iamai.in/section.php3?secid=16&press_id=449&mon=9
http://www.country-studies.com/india/the-media.htmlhttp://www.udel.edu/alex/chapt19.htmlhttp://etd.fcla.edu/UF/UFE0010281/dixit_y.pdfhttp://www.thehindubusinessline.com/2006/03/16/stories/2006031601820500.htmhttp://www.chronosphere.biz/IMO/12/imo.html#importhttp://www.iamai.in/section.php3?secid=16&press_id=449&mon=9http://www.country-studies.com/india/the-media.htmlhttp://www.udel.edu/alex/chapt19.htmlhttp://etd.fcla.edu/UF/UFE0010281/dixit_y.pdfhttp://www.thehindubusinessline.com/2006/03/16/stories/2006031601820500.htmhttp://www.chronosphere.biz/IMO/12/imo.html#importhttp://www.iamai.in/section.php3?secid=16&press_id=449&mon=9


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ACKNOWLEDGEMENT

With deep sense of gratitude I would like to take this opportunities thank my honorable

project guide Dr.Dyal Bhatnagar(Lect), University School of Business Studies, Punjabi

University, Talwandi Sabo who was always a sincere advisor and inspiring force behind

this report. He has been extremely generous with his time and rendered me all possible help

to see this work complete. I could not have asked for more cooperating guide his invaluable

and unstinted support has always given me the confidence to do he work. Without his

guidance this project report would not light of the day.

In addition to them I would also like to thanks my friends who were of

immense help to me. I would also like to thank to my honorable HOD of USBS giving me

opportunity I work on this project.

Last but not least I like to thank my parents, their support throughout the making of

this report.

(SARWAN SINGH)


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CERTIFICATE

It is certified the project work entitled Impact Of Advertisement In Relation To Print

Media. done by SARWAN SINGH to be submitted to USBS TALWANDI SABO in

Partial fulfillment of the requirement of the award of the degree of MASTER BUSINESS

MANAGEMENT (MARKETING) has been carried out under my guidance and

supervision.

Date: PROJECT

UNDER

Dr.Dyal Bhatnagar

Lecturer,

USBS, Talwandi Sabo

effect of print media

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