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DECLARATION
I, hereby declare that this project report is the record of authentic work carried out by me
during the 4th Semester of MBA and has not been submitted to any other University or
Institute for the award of any degree / diploma etc.
Shefali Walia
Univ Roll No. A0102208058
( AMITY UNIVERSITY, NOIDA)
Date:
Place:
CERTIFICATE
Contents
Index
Acknowledgement
Chapter 1 Introduction
Chapter 2 Literature Review
Page No.
6
7-9
10-23
2.1 Advertising
10-11
11-13
13-14
14-17
18-22
2.6 References
Chapter 3 Introduction to Different mediums of advertising
23
24-33
24-25
25-26
26-27
27- 28
28-29
30
30-31
31-32
32-33
34-41
34-35
35-36
36
37- 39
37
37-38
38-39
39-41
39
40
40-41
42-74
42- 65
5.1.1 Questionnaire 1
42-51
5.1.2 Questionnaire 2
51-59
5.1.3 Questionnaire 3
59-65
65-74
75-76
77
78- 88
Consumer Questionnaire 1
78-81
Consumer Questionnaire 2
81-83
Consumer Questionnaire 3
84-85
Company Questionnaire
Bibliography
86-88
89
Acknowledgement
I would like to thank all of the people that helped make this possible. First and
foremost, I would like to thank my Faculty Guide, Ms.Varsha Khattri, thank you for
encouraging me to go down my own research path and work on the topic I was
passionate about. I know it was more work for you when I decided to venture down my
own path and I appreciate all of your guidance and support along the way
It is a pleasure to all thank those who made this dissertation possible for me such as my
Father who gave me the moral support. All the people from the industry, who gave me
their valuable time and opinion and the All the people who contributed their opinion, to
make this research possible for me.
I would also like to express my gratitude to Amity Business School for making me a
person to perform the task and for all the needful resources being made accessible.
Last but not the least, I want to thank our friends who extended their cooperation and
were patient at all stages of our work.
Shefali Walia
MBA (Marketing and Sales)
Amity Business School, Noida
Chapter 1
Introduction
The need for advertising can not be denied by any business because every business
needs to reach out to its people in a positive manner so as to build a group of loyal
customers to their brand who can further bring profits to their brand. Advertising provides
the platform to the business to interact with their customer, increase their visibility, build
their brand and developing relations with their customers. Need for advertising can in no
way be denied, because if there is business, there ought to be customers and if there
are customers. Communication is evident. This communication is advertising.
Advertising being an investment to company future and like every investment, a lot
depends on advertising, as well, in terms of people, profit, longevity of business,
sustainability etc. Thus, After a company, has come to realize the need of advertising for
its business, prime questions it faces are
These our some of the questions on top of the mind of every business once they
have decided to go for advertising. With advent of technology, changing consumers
preferences etc, A lot has changed in the way we should advertise.
Why does most business advertising fail to yield expected return on investment. That is
because of some of our wrong decisions, we make while advertising.
And one of the major decision is, What should be the right medium to adverise?
Thus the aim of our study is to understand business needs and correlate it with
advertising basics and hence formulating a comparative study for understanding the
effectiveness of various mediums of advertising according to business needs and
expectations. To help business maximize their reach, public acceptance, personalization,
cost effectiveness by selecting the right medium to advertise.
The questions to everyones mind now would be, Is selecting advertising mediums
before advertising such an important and crucial decision before anything. Yes, It is. Lets
understand how.
There are various mediums for advertising like newspapers, magazines, radio,
television, cinema, outdoor, mobile internet, direct mailer etc. Every medium follows its
own set of customers, cost and advantages. Differentiating between different mediums
becomes essential to get the maximum advantages of Communication, reach, public
acceptance, cost advantage, building brand image, switching abilities, acceptance and
cost, effectiveness and quality of add, compatibility of ad with the medium, compatability
with time, shelf life, personalization of message, shortcomings etc. Every mediums rates
differently on the scale for above things and thus being different on the basis of needs
and priority of business. Thus our first objective of the study is to understand all the
available mediums of advertising on the above said aspects.
After understanding different available mediums of advertising, It needs to be
comprehended with business needs to deicide the suitability of medium according to
business needs, which varies extensively from the stage the company is in to customers
it is targeting to the budgets it wants to spend. The various questions which every
company should ask before choosing an advertising medium are
Are they aware of there target buyers. Whether they are keeping it in mind,
before going in for a particular choice of advertising medium.
Once, we have understood the needs of advertising by various businesses. There would
be a comparative study for you to understand which advertising medium is suitable to
what needs and which business can make the most effective use of the said medium.
Nothings satisfies man than an intelligent reason or a logic. Once we have actually
understood, which medium could be best for your business. Our prime concern would be
to know were these choices justified. Thus our next step would be to correlate the
correlate the effectiveness of various advertisements with respect to the medium used
i.e How successful a particular medium is to add on to an advertisement meeting its
objectives.
Having understood all, not leaving any scope for a what if situation. The study next
aims to comparatively analyze different advertisement campaigns of different ompanies
under same industry using different mediums for advertising their products
After understanding all the above knowledge on advertising and choice of advertising
medium, the study would be incomplete without understanding the consumers response
to advertising on different mediums. Thus the study next aims to studying the attitude of
people to advertising on various mediums and understanding which respective segment
of people are effected more by which medium of advertising.
Chapter 2
Literature Review
2.1 Advertising
Advertising is, according to Belch and Belch (2004), any paid form of nonpersonal
communication about an organization, product, service, or idea by an identified sponsor.
Wells, Burnett, and Moriarty (2000) claim that advertising is nonpersonal since it is a
form of mass communication and defines advertising as nonpersonal communication
from an identified sponsor using mass media to persuade or influence an audience.
Belch and Belch (2004) suggest that advertising is the best known promotional tool since
it is persuasive. It is also a very important tool for companies whose products and
services are aiming to satisfy mass consumer markets.
Advertising is according to Tellis (2004) an enormous industry and the growth in
expenditures indicates that the importance of advertising is not declining. The total
expenditures in the United States on all media advertising in the 2002 were nearly $240
billion (Armstrong & Kotler, 2005, Belch & Belch, 2004, Tellis, 2004). This could be
compared to the total expenditure of $53 billion in 1980. Promotional expenditures in
international markets have grown as well. Advertising expenditures outside the United
States increased from $55 billion in 1980 to nearly $214 billion by 2002. However, there
is no nation that could be compared to the U.S. where companies collectively are
spending more than $1500 per capita a year on every man, woman, and child in the
country nearly 50 percent more per capita than in any other nation (Belch & Belch,
2004).
Advertising can be, in some cases be the sole reason for the growth of the company or
the product.
The effectiveness of advertising depends on the selection of right media for conveying
the said message to the target audience
Before discussing the limitations with advertising it is important to note the difficulties
with evaluating the effectiveness of advertising. The effectiveness of advertising is
according to Tellis (2004) a highly complex phenomenon and depends fundamentally on
human response to communication and how it is communicated. It involves attention,
processing, recall, and response to appeal. This leads to one potential drawback noted
by Armstrong and Kotler (2005) who claim that advertising is a kind of one-way
10
communication. Smith and Taylor (2002) emphasize the need for advertisers to think
outside the box and engage in a more dynamic and creative methods of advertising via
direct mail, telesales, Internet, television Radio etc. Tellis (2004) emphasize that only a
few advertising campaigns are successful and only a few ads are able to reach over the
level of noise and seize attention. This could be explained by inattention to advertising,
resistance to persuasion, miscomprehension of ad message, and imitation of effective
techniques.
Clutter is according to Duncan (2002) another major limitation of advertising. The
fact that advertising is everywhere results in criticism from people and reinforces the
resistance towards it. Belch and Belch (2004) also acknowledge the problem with clutter
and define it as the amount of advertising in a medium.
2.2
11
been executed, the cost can drop to as low as $10 to $35 or achieve a 10:1 cumulative
response ratio for the identical maintenance ad. At this advertising cost, it becomes
easier to show a net profit on the initial sale.
12
interest, consumer and key decision maker media which will reach a portion of your
market.
Monitoring the costs and response ratios in each market segment will enable you to
evaluate the effectiveness of your advertising strategy6 and plan additional advertising
to strengthen in weak markets or budget reductions in areas of excessive demand.
Disparity between maintenance response and sales also permits manufacturers to
measure dealer sales effectiveness in geographic markets. Helping businesses
implement their marketing plans through advertising, planting the seeds of information in
their markets and spreading enough fertilizer to ensure a bountiful harvest is the
business of advertising and the commitment that WS&A.offers its clients. It is not
enough, however, for your planning organization alone to understand the concepts and
development of campaigns. We hope that by sharing the process, you will be better
prepared to capitalize on the opportunities it affords to maximize profits and exploit new
business.
13
14
15
information about a product is transmitted from the advertiser to the consumer and the
complex paths it sometimes takes, an evaluative program can be designed. This
program must, however, have one basic methodological objective. It must utilize valid
and reliable research instruments. There can be no elements of the program which are
based upon magic formulas and unfounded assumptions. This section describes such
an evaluative system.
A. An important element of the program is to measure consumer exposure to all media in
the advertiser's target market segments. The data may be valuable in defining the
specific media to which consumers have recently been exposed, and the frequency of
such exposure.For example, one could carefully itemize the specific magazines read,
television shows seen, or radio shows heard. Such data would help to determine (1) if
the target market segment was exposed to the sales messages in the past, and (2) what
media selections should be made to insure optimum exposure per dollar
spent in the future.
B. It is also important to measure retention of the advertising and other "messages"
received by the consumer. Information should be collected for the product under
investigation, as well as for all competitors in the appropriate product category. Specific
information could be obtained about retention of the individual elements of a sales
message and also consumers' explanations and interpretations of what an advertiser is
communicating about his product.
C. The level of consumer preference, both for the advertised product and for its
competitors, can be developed. Consumers can be categorized into several intensities of
preference. For example, the first and lowest level of preference could be a complete
lack of awareness for the product. Next might be a general state of product awareness
(either with a negative feeling or with no observable preference). A third, and more
intense level of preference, could be an evaluation by the consumer that the product is
within a group of products toward which he has some level of favorable feeling. Finally,
the highest level of preference could be the single product that is most preferred. (The
concept behind these preference levels has application in most product categories.
However, many studies of advertising effectiveness suggest that the number and
16
definition of the various levels of preference may vary among different product
categories.)
D. Salient images and attitudes toward the product under investigation, as well as for all
of its competitors, can also be measured. Knowing a consumer's level of preference, as
well as his specific attitudes, enables the correlation of attitudinal factors with preference
for all products in the category of interest.
E. Recent actual marketing behavior of the consumer should be investigated.
Information
sought might include such factors as product brand, size and amount usually purchased,
various uses and methods of usage, as well as the consumer's current product inventory
on hand.
F. The type of data described above can be used only to measure what the advertising
for a product is accomplishing relative to its competition. However, it cannot tell the
marketer the economic value of his current advertising strategy. As noted earlier, there
are a large number of variables which must be accounted for and controlled in order to
provide this type of information. The actual experience of several manufacturers"
suggests that it is possible to provide management with a series of objective indicators
of advertising's economic value. These observations may then be examined in light of
current market conditions, government actions, competitive activities, and so on, in order
to gain insight into a measure of advertising's economic value.
Based on over 260 estimates, the mean elasticity of sales or market share to
17
advertising is 0.1 percent. Another 450 field experiments suggest that changes in
media, product, target segments, advertising scheduling, and advertising content are
more likely to yield changes in sales than do changes in advertising weight. Numerous
other studies suggest that advertising wear-in does not exist or occurs quite rapidly while
advertising wear-out occurs more slowly. Details of and differences in these results by
condition are discussed in this article.
18
Implications:
These results suggest the following four implications. First, advertising is not the variable
of choice for increasing sales. Second, there are distinct circumstances when advertising
is effective in increasing sales. Third, researchers need to be cautious about modeling
advertising response. They need to properly control
for independent variables, carryover effects, and multiplicative models. Fourth,
researchers need to use data at the unit exposure time and correct for estimates of
elasticity if they use more aggregate data (Tellis and Franses, 2006
B) RESEARCH ON ADVERTISING WEIGHT
"Weight" refers to the level or intensity of the advertising budget. Typically, the studies in
this group examine the effect of differences in advertising budget across time periods or
regions. The main focus of such studies is to determine whether an increase in weight
translates into a proportional or profitable increase in sales of the advertised product.
Researchers have carried out more than 450 market or field experiments to assess the
effectiveness of advertising. In such experiments, researchers compare two or more
similar markets, each of which differs by a particular advertising weight. In most cases,
the experiments last for several time periods to enable the researchers to get baseline
sales before the change in advertising weight and assess carryover sales after the
change has been made. These experiments varied widely in time period, markets,
product contexts, advertised brands, and changes in weight (Tellis, 2004, 2007).
19
Even if advertisers make a big increase or decrease in weight, sales do not increase or
decrease by much.
If advertisers make cuts in weight, sales do not immediately decrease.
If advertising is effective, its effects are visible early in the life of a campaign.
Conversely, if early advertising is ineffective, then repetition will not create or enhance
its effectiveness.
If advertisers make changes in media, product, target segments, scheduling, and
especially content of the advertising, they are more likely to cause changes in sales than
if they merely change weight.
Where profitability of the advertising has been assessed, advertising seems to be
profitable less than half the time.
Implications
These results suggest three implications. First, firms could be over-advertising, not only
in the amount of advertising they do, but also in using the same content, positionings,
product, media, and schedule too long. Second, advertising may have carryover or
permanent effects, so that continued advertising at the same level is not always
necessary. If the carryover effect is present, however, it starts to occur immediately and
does not build up over time. Third, a firm's budget increase or original budget itself is
more fruitfully enhanced by changes in media, content, target segments, product, or
schedule rather than on weight alone. In other words, variety in advertising is likely to
yield better results than increases in weight.
C) RESEARCH ON ADVERTISING FREQUENCY
A firm's advertising budget normally affects consumers through the exposure of
consumers to advertisements through the media. "Frequency," in this context, refers to
the number of advertising exposures each consumer receives in a particular time period.
The advertising budget in a time period ultimately translates into a sequence of
individual exposures targeted to one or more consumers. Similarly, sales is an
aggregate of "brand choice"consumers' choices of brands. Research on frequency
normally examines the effect of advertising frequency on consumer choice (Deighton,
Henderson, and Neslin, 1994; Gibson, 1996; Jones, 1995; McDonald, 1971; Pedrick and
Zufryden, 199(1; Tellis, 1988a). Such research provides a more fine-grained and
20
The effects of advertising exposure are less prominent and immediate and more
fragile than those for price or promotion on brand choice.
Implications
These findings suggest two implications: First, advertisers need to target loyal buyers
and nonbuyers of their products with differing levels of exposures. Second, consistent
with findings from prior sections, heavier exposures need to be reserved for new
consumers and brands.
21
a few market studies have done so (Chandy, Tellis, Maclnnis, and Thaivanich, 2001;
Maclnnis, Rao, and Weiss, 2002). Thus, generalizations of findings in this area need to
be made cautiously.
Implications
These findings have two important implications for advertisers. First, to increase
effectiveness, advertisers should modify content more than increasing weight or
frequency. Second, advertisers need to test and typically vary the content of their
advertising within the life stage of the product.
2.6 References
Books
22
Research papers
University of Southern
Chapter
Introduction
to
different
mediums
of
Advertising
The promise of media advertising is great. Its an opportunity for a brand to tell its story
directly to the ultimate consumer. Its an opportunity to build awareness and project a
23
powerful brand image. Its an opportunity to create and build brand equity. Its an
opportunity to bypass the trade, an opportunity to circumvent competitors. In actual
practice, however, the promise of media advertising I seldom realized. In fact, the
opposite is true. Media advertising is probably the most inefficient, least productive
expenditure in the typical companys marketing budget.
24
single "best" criterion. This may suggest the need for advertising evaluation tests which
utilize a number of relevant commercial and product related criteria. Yet, most current
commercial testing procedures, including those that are consistent with the Dagmar
approach, determine the effectiveness of a given commercial based on its performance
on a single criterion.
Newspapers usually are read once and stay in the house for just a day.
25
The print quality of newspapers isn't always the best, especially for photographs.
So use simple artwork and line drawings for best results.
The page size of a newspaper is fairly large and small ads can look minuscule.
Your ad has to compete with other ads for the reader's attention.
26
readership. Each magazine does this differently, so contact the one(s) you are interested
in and ask them about their geographic editions. Some sophisticated magazines even
have demographic editions available, which might also be advantageous.
Also, Magazine and television work in different ways Magazine and television advertising
work in different ways and in assessing advertising effectiveness these differences
should be taken into account. The measures developed for television are not necessarily
appropriate for magazines.
Moreover, exposure to a magazine ad is under the readers control, whereas exposure
to a TV commercial is not in the viewers control. Television and magazine
advertisements are stored in memory in different ways. A TV commercial tends to be
held in the mind as a story. With magazine advertisements a higher proportion of
memories are stored as information about the product rather than about the ad itself.
Consequently, as a criterion of the advertising efficiency of magazines, measuring
theabsorption of product messages is more relevant than ad awareness. Unlike
television, magazines offer repeat exposures to the advertising. The typical reader looks
at an average page on more than two occasions.
27
Cinema attendance worldwide has increased rapidly in recent years and this growth
inttendance has seen a parallel increase in the utilization of cinema as an advertising
medium (Val Morgan Cinema Advertising, personal communication 1996).
In addition to the increasing reach of cinema, some researchers have argued that
cinema possesses a number of advantages which make it a more attractive medium
than has hitherto been recognized (see Johnson 1981). In the only major study to
explore cinema advertising, Johnson identified the high quality, high resolution
presentation offered by cinema; the "social" aspect of movie going which, he suggested,
ensures decision-makers view advertising in the company of purchase influencers; the
captive environment of cinema, and the lack of clutter affecting the medium, as reasons
for its increasing popularity. He acknowledged some disadvantages, especially the
difficulty of building frequency (although this is easily addressed through the use of other
media within a specific schedule); the lower reach when compared to traditional
broadcast media, and booking constraints. However, despite these problems, Johnson
concluded that cinema was an under-utilized medium.
for
your
listening
pleasure.
Radio is a relatively inexpensive way of reaching people. It has often been called the
"theater of the mind" because voices or sounds can be used to create moods or images
that if crested by visual effects would be impossible to afford.
You can also negotiate rates for your commercials, or even barter. Stations are often
looking for prizes they can give away to listeners, so it's possible to get full commercial
credit for the product or service you offer.
Advantages to radio advertising include:
28
The ability to easily change and update scripts are paramount to radio
broadcasting, since news stories can and often do happen live.
Radio is also a way to support your printed advertising. You can say in your
commercial, "See our ad in the Sunday Times," which makes your message twice
as effective.
You can't review a radio commercial. Once it plays, its gone. If you didn't catch
all the message, you can't go back and hear it again.
Since there are a lot of radio stations, the total listening audience for any one station is
just a piece of a much larger whole. That's why it's important to know what stations your
customers and prospects probably listen to. Therefore, most of the time, you'll have to
buy time on several radio stations to reach the market you are after.
People don't listen to the radio all the time...only during certain times of day. So, it's
important to know when your customers or prospects are listening. For example, if you
want to reach a large portion of your audience by advertising during the morning farm
report, you'll have to specify that time period to the radio station when you buy the time.
Radio as a broadcasting medium, can effectively sell an image...or one or two ideas at
the most. It is not, however, a detailed medium...and is a poor place for prices and
telephone numbers.
Radio listeners increase in the spring and summer, contrary to television audiences
which increase in the fall and winter and decrease in the summer. This is an important
aspect to consider when you are choosing advertising media.
29
A.T. Kearney indicates that the use of mobile information services and SMS has
increased dramatically since 2001 [20]. More than 100 billion SMS messages were sent
worldwide in a single year. More than half of the 1934 age group in Taiwan use SMS at
least once a day. The rising popularity of SMS has created a new channel for
advertising, called mobile advertising. Ads are rendered as short textual messages and
sent to mobile phones
30
31
purchase an "outside list" from a list house or mailing organization already preprepared and ready to go.
3. There are many ways to purchase lists. You can buy them demographically (by
age, profession, habits or business), or geographically (by location, or zip code).
Or you can by a list with both qualities. More than likely, there is a mailing list
company in your area that would happy to consult with you on your needs. If not,
there are a number of national mailing lists available.
4. For assembly, addressing and mailing your project, you also have the choice of
doing it yourself or locating a mailing service company to do it for you. As the
numbers of your direct mail pieces increase, the more practical it is for you to
enlist such an organization for assistance. They also are very good at getting you
the lowest postal rates.
5. Consider using a self-addressed reply card or envelope to strengthen return. Use
a Business Reply Postage Number on the envelope and you'll only pay for the
cards which are sent back to you.
The blessing (or curse) of direct mail is that there are no set rules for form or content.
The task of deciding what your mailing should have as content, its design and its
message(s) is up to you. However, remember to attract the reader's attention with color
and creativity. Use clear, comfortable writing and make your appeal easy to respond.
And of course, coordinate the mailing with other advertising media if you are also using
them in the same campaign. It can significantly increase the potential return.
32
You notice their name enough times on the item to build "top-of-the-mind" awareness.
So when you need a restaurant, for instance, you think of their name first.
You appreciate the goodwill of the company giving you the item and eventually return the
favor by giving them some business.
These are both long-term advertising investments that can take months or years to turn
into actual sales.
First, select the best item that would tell your story most effectively. While an accountant
can give away an inexpensive calculator, the same item may not be ideal for a
hairdresser. A comb or brush might be more appropriate in that case.
Second, decide what you are going to say on the item. A company slogan? Address
directions? Since you have a relatively small area, you must be very concise and direct.
Third, figure out your method of distribution. Are you going to send them to each
customer through the mail? If so, how much will that cost? Will you have them in a big
bowl that says "take one"? Distribution is just as important to consider as buying the
item.
Just as there are many reputable specialty advertising professionals in your area, the
industry is notorious with a lot of high-pressure telephone and mail solicitors who often
give specialty advertising a bad name. Don't buy specialty advertising through the mail
without checking the quality and prices with trusted local representatives first. And,
buying specialty advertising over the telephone is not recommended at all.
Specialty advertising is a unique way to generate goodwill and put your name on items
that people remember. But don't do it unless you have an item and distribution plan that
will benefit your business.
34
Radio and magazines appear to hold a very secondary position in the mind of the
consumer vis--vis television and newspapers. While people indicates that magazines
are the medium they spend the least amount of time with, and the medium they could
"do without," they are also the medium which provides the best source of information on
durable goods in their opinion.
Thus, the goal of the study is to understand how the right choice of media can actually
help in getting maximum possible benefits from advertising. Every medium of advertising
carries its own respective benefit, its own set of loyal audience and its own different chief
characteristics. Thus, at some point of times companies have no available criteria, to
judge, which medium would be most effective to solve their required purpose than
budget as a consideration. The particular study aims to understand every aspect of the
different medium and correlate it with various needs of the business.
35
Besides the above objectives, the second part of the research involved on getting
acquainted with the consumer behavior with respect to various mediums of advertising.
The objectives are stated as follow:
1) Attitude of people to advertising on various mediums in northern region of India.
2) To understand which respective segment of people is affected more by which
medium of marketing.
36
The purpose of the research was to understand the advertising needs of different
companies like what are there expectations from advertising, do they understand the
importance of selecting the right medium for advertising etc. So that after advertising
needs of the businesses are known, on the basis of our secondary research and the
primary research with consumers, the suitability of advertising medium could be
analyzed with respective need of the company. As in, Every business is at a different
phase of growth from start up to growth to maturity and thus be having different
advertising needs like ROI or image building etc.To understand which respective need is
met by which particular medium of advertising
37
Demographic Question
Interviews: Interviews are chosen to gather information, a good way for us to get
informed about the current situation. The interview help collecting data leading to
solve the purpose of the research In order to obtain a thorough understanding of
the organizations perspective of advertising in different medium, the authors
decided to interview one of the co-founders of the company. It is not simple to
define a qualitative research, as stated by Lekvall and Wahlbin (2001). A
qualitative approach should be focusing on relatively small samples and the
interviews should be low structured and be analyzed with verbal reasoning.
38
To understand, which phase of growth businesses are in like start up, growth,
maturity etc. So as to further correlate it with various other generalizations
How do they think, the required medium is helping businesses achieve their
target set of customers and are they satisfied with their current choice of medium.
Demographic Questions
39
Rating scales
Television
Outdoor Advertising
Radio
Internet advertising
The consumers opinion on the above said, mediums of advertising were analyzed on
following factors:
40
Informational
Action
Trust
Attitude
Irritability
Questionnaire 2:
The said Questionnaire was used to get peoples opinions on different aspects of
advertising in different mediums, a little more in detail than the previous questionnaire.
Grilling them more on their opinions on the different mediums.
Questionnaire 3:
The aim of questionnaire 3 was to get the opinions of people on television as the
medium of advertising and the brand , That gets an edge over others on adverting on
television. As television is still the mass media of advertising in India.
Chapter 5
Television
Newspaper
Outdoor
Radio
Direct Mail
Internet
In the study, the consumers were asked to rank these mediums on following factors on a
5 point likert scale
Entertaining
Informational
Most Irritating.
42
Strongly
Agree
Agree
Neither
Disagree
agree nor
Strongly
Rating
Disagree
Average
Entertaining
30%
30%
disagree
20%
10%
10%
2.40
Informational
5%
55%
20%
20%
0%
2.55
Reference to
0%
10%
45%
40%
5%
3.40
10%
30%
35%
25%
0%
2.75
Purchase
and
Trustworthy
Irritating
Interpretations:
The above opinion shown says, People may found Television advertising to be
entertaining or informational. But they still don`t consider it as an reference to purchase.
Thus, From above opinions, It could be said that Television advertising should be kept by
the company in its marketing campaign to keep the people interested in the brand not to
make people purchase any product
As in the Polling of most favoured medium of entertainment, television tops the charts.
Thus, both research says Company should advetise in television to create a good brand
image, but should not expect much sales from it.
43
Strongly
Agree
Agree
Neither
Disagree
agree nor
Strongly
Rating
Disagree
Average
Entertaining
20%
35%
disagree
30%
15%
2.40
Informational
20%
50%
25%
5%
2.15
Reference to
10%
35%
25%
25%
2.80
0%
10%
45%
45%
3.35
Purchase
and
Trustworthy
Irritating
Interpretations:
Newspaper and magazine advertising have perfect composition of all the components. It
is least irritating, as consumer will only be seeing it, if he wants to. It is even found to be
most informational medium and complete information further generates trust amongst
the minds of consumers.
Thus, Newspaper and magazine advertising should never be left from the comapny`s
advertising campaign as it is found to be a reference to purchase and a trustworthy
medium.
44
C. Outdoor Advertising
Strongly
Agree
Agree
Neither
Disagree
agree nor
Strongly
Rating
Disagree
Average
Entertaining
21.1%
63.2%
disagree
15.8%
0%
0%
1.95
Informational
5.3%
42.1%
26.3%
26.3%
0%
2.74
Reference to
0%
31.6%
31.6%
31.6%
5.3%
3.11
0%
5.3%
47.4%
47.4%
0%
3.42
Purchase
and
Trustworthy
Irritating
Interpretations:
Outdoor Advertising was found to be the most entertaining by the people from
amongst all other characterstics, as it got the least rating average i.e. 1.95
There after, with the rating average of 2.74, outdoor advertising was also
found to be informational after entertaining
Thus outdoor advertising can be used for initiating first time trials among the users.
D. Radio
Strongly
Agree
Agree
Neither
agree nor
Disagree
Strongly
Rating
Disagree
Average
45
Entertaining
10%
35%
disagree
15%
20%
20%
3.05
Informational
5%
35%
25%
15%
20%
3.10
Reference to
0%
10%
50%
25%
15%
3.45
5%
10%
45%
25%
15%
3.35
Purchase
and
Trustworthy
Irritating
Interpretations:
Radio Ads has the highest rating average from amongst all other mediums.That
shows the least popularity of radio ads from amongst alll other mediums. People
like listening to the radio ads the least.
Strongly
Agree
Neither
Disagree
Strongly
Rating
46
Agree
agree nor
Disagree
Average
Entertaining
25%
10%
disagree
30%
25%
10%
2.85
Informational
15%
30%
25%
25%
5%
2.75
Reference to
5%
10%
40%
35%
10%
3.35
20%
15%
35
20%
10%
2.85
Purchase
and
Trustworthy
Irritating
Interpretations:
Direct mail advertising from amongst all the characterstics was found to be
most informational with rating avarage of 2.75. Direct advertising is
informational as the prime purpose of iit is to provide informationa and build
relations.
People also find it less irritating, with the rating avarage of 3.85. As this is the
only medium of advertising, accessing which is completely in your hands.
F. Internet Advertising
Strongly
Agree
Agree
Entertaining
15%
Neither
Disagree
agree nor
25%
disagree
40%
20%
Strongly
Rating
Disagree
Average
0%
2.65
47
Informational
15%
60%
15%
10%
0%
2.20
Reference to
10%
20%
40%
20%
0%
2.80
5%
25%
50%
25%
5%
3.00
Purchase
and
Trustworthy
Irritating
Interpretations:
From amongst all the characterstics, Internet advertising was found to be most
informational, with rating average of 2.20. Followed by entertaining, It was found to be
informational with the rating average of 2.65. Thereafter as a reference to purchase and
tustworthy with the rating average of 2.80. Lastly it was found to be irritational with the
rating average of 3.00.
Summary of Questionnaire 1:
Combined rating average scale for all mediums
Television
Newspaper
Outdoor
Radio
Direct
Mail Internet
Advertising
and
Advertising
Advertising
Advertising
Advertising
48
Magazine
Adevertising
Entertaining
2.40
2.40
1.95
3.05
2.85
2.65
Informational
2.55
2.15
2.74
3.10
2.75
2.20
3.40
2.80
3.11
3.45
3.35
2.80
2.75
3.35
3.42
3.35
2.85
3.00
Reference
to
Purchase
and
Trustworthy
Irritating
Interpretations:
1)
Outdoor Advertising
1.95
------ Most
Entertaining
Television Advertising
Newspaper and magazine
2.40
2.40
Advertisng
Internet Advertising
Direct Mail Advertising
Radio Advertising
2.65
2.85
3.05
-------
Least
Entertaining
2)
------Most Informational
Advertisng
Internet Advertising
2.15
2.20
Television
2.55
49
2.74
Outdoor Advertising
Direct mail advertising
Radio Advertising
3)
2.75
3.10
2.80
3.11
3.35
3.40
3.45
The list of all the mediums is given, compared to be as most irritating to least
irritating as surveyed according to the research
Television Advertising
2.75
2.85
3.00
------Most Irritating
3.42
50
habits?
Interpretations:
The above question was asked to understand the newspaper and magazine reading
habbits of people. So as to see, How much people are accessible towards, newspaper
as a medium of entertainment
Where as 20% plus people read 3 newspapers and some magazines in a day.
Larger chunk of people i.e. near to 70% people read single newspapers and few
magazines in a day
Wheress there are still people who never read magazines and newspapers and
that number is less than 10 %
51
Question 2
attentions?
Interpretations:
After understanding the reading habbits of newspapers and magazines by the people
and understanding how much people are accessible to a particular advertising medium.
It was understood that, wheteher these advertisements grab the attention of people or
not.
According to the reasearch,
Near to 25% of people said yes, newspaper advertising grab their attention.
And very few people said that, newspaper advertising rarely or never grab their
attention. That is, the number was near to 15%.
Thus, On a positive note most of the newspaper advertising grab people`s attention.
Besides Newspaper advertising being informational and entertaining according to
the previous research.
52
Hence, Newspaper stands a fair chance in people`s eyes. For it being taking
people`s attention and also being an informational and entertaining medium of
advertising.
Question 3
Interpretations:
After studying the accessibility and attention grabbing of newspapers, it was studied that
whether all this leads to purchase or not. That is whether the peoples purchase decision
depends on the add they see in newspaper or not.
The result is still on the positive sides as more than 80% of people says that Yes and
sometimes their purchase decision depends on the Ads being seen by them in television
and newspaper magazines
Question 4
53
Interpretations:
The above question was asked to see, how frequently does a person listens to radio in a
day. So as to see, How much are they accessible to radio advertisements in a day.
Before judging what impact they leave on people, it was to be seen How much people
are into it.
The research shows,
But major part of people i.e. 90% listens to radio, sometimes in a day or rarely in
a day. But the best part is that people listen to it at some point of the day, which
shows, they are accessible to radio in a day.
Very few people said, they never listen to radio in a day i.e. Less than 10 %.
Thus majority of people listen to radio at some point of the day and are accessible to
radio advertisements.
Question 5
54
Interpretations:
After seeing, how much people are accessible to radio ads, the next part of the research
was to see, which type of radio ads leaves more trust in the minds of the people.
Most of the people opted promotional ads as the factor that generates most trust
in their mind. The number was 30%.
Rest, there was equal poling of 22.5% for all other types of ads i.e. Ads providing
information, entertaining ads and ads having schemes and offers.
This shows that radio ads, can digest a lot of diversity in it. And different people have
different taste for radio ads. And most of which generates trust in their minds.
Question 6
55
Interpretations:
The purpose of above question was to understand from the people, how effective it is to
advertise in Outdoor ads, and whether it solves the purpose, it is for or not.
Thus people were asked to tell, whether their opinion improves on a particular brand on
seeing it advertised again and again at outdoor locations or not. The research shows:
More than 20% of people said that, yes their opinion has changed on a particular
brand on seeing it advertised again and again at outdoor locations.
Near to 45% people said that, sometimes their opinion changes on seeing a
particular brand being advertised again and again at outdoor locations.
Near to 22.5 people said that their opinion has rarely changed on seeing a
particular brand again and again being advertised on outdoor locations.
Less than 10% person said that their opinion has never changed.
On a positive note, More than 60% of people were on the side that their opinion has ever
changed on seeing a particular brand again and again being advertised on outdoor
locations like metro o billboard advertising.
Question 7
56
Interpretations:
The above question was asked to see, On what aspect, Direct mail leaves most effect
on people. So as to analyze, what purpose of advertising could be best solved by the
direct mailer advertising. The research shows:
More than 40% of people said they see direct mail advertising as more of brand
building. Thus, according to them, brand of a company builds well through direct
mailer advertising.
Secondly, Near to 40% of people said, Direct mailer advertising builds their
relation with the brand on a positive note.
More than 10% people said that they see direct mailer advertising as more of
informational. That is it provides them the information they needs.
Very few or no people said that, direct mailer advertisements leads them to
purchase of the good.
Question 8
57
Interpretations:
Last question was to see, which medium according to people conveys its message
perfectly to them without wasting their time. To which results are as follows:
Maximum people, I.e. near to 30% of people said that, Newspaper is the medium
that conveys its message to them without wasting their time.
Internet and advertising were more or less on same stand in peoples eye as
medium of advertising that conveys its message perfectly.
Lastly people opted for direct mailer and magazines. The choice here is less
because not every one has access to these mediums of advertising.
Varity in peoples choice in the medium of choice of advertising that conveys its message
perfectly without wasting their time, shows differences in peoples taste and choices.
5.1.3
Questionnaire 3
As, Television is still a mass media of entertainment in India and one of the best way to
advertise your company and brand. Thus we decided, to study consumer behavior on
television as medium of entertainment and advertising.
Question 1
Name the first brand and product category that comes to your
58
Interpretations:
The purpose of above question was to see
Which brand or product comes to their mind first, when they hear of TV
Advertising.
Clear winner in the category was Vodafone, which got more than 5 votes from the
people and some even specified the zoo zoo campaign of Vodafone.
Nokia
LG
Volkswagen
Mobile Phone
Volkswagen
Minto fresh
Lux
Above were some of the brands that people remembered first on the mention of
television advertising
59
Vodafone was a clear winner because of its quality of ads and the message
conveying.
These are some of the ads that has build their relations with mass public through
the use of this mass media i.e. television.
Question 2
Interpretations:
The above question was asked, so as to study, on seeing which products
advertisements on television does the people feel motivated to buy it.
Which product categories are most success full to be advertised on Television
Lets have a look on some of the answers:
Nokia, LG, Amway, Maruti, Mobile, Vodafone, Bingo, Airtel, Sanitary napkins,
Toothpaste, Maaza HUL
Coke, Hero Honda, Tata Docomo, Airtel, Durable goods, Tide, Beauty Products, Sharp
Television, LG, Hair oil, Soap, Kurkure, ITC
Big Bazaar, Samsung, Tata indica, Tide, Airtel, Cell phones, Samsung, Television, Veet,
Britania.
Dairy milk, Nokia, Tata salt, Fair and lovely, Nokia, Tata Docomo, Sony, Clothes, Olay,
Fortune
60
Samsung, Spykar, Clinic plus, Tata Tea, Naukri.com, Dabur, Food Products, pp jewelers,
Cadbury.
Mobile phones like Samsung and Nokia and mobile services providers like Airtel,
Tata Docomo were selected by many people.
All products are established brands; there is no new brand or company in the list
except bingo.
Question 3
Interpretations:
61
Next question was to understand the television watching habits of people. After
understanding how much they watch television, it is understood that how much they
watch advertisements on televisions.
The Answers to the above survey are shown as follows:
More than 25% people said, they enjoy watching Television ads in the middle of
the shows.
Where as near to 20% of people said that they rarely watch TV Ads.
And Lastly, Again near to 20% people said that they never watch Televisions Ads.
The Positive part was that near to 60% people surveyed enjoy watching Television Ads.
Question4
your purchasing decisions or just have to watch for any random reason?
62
Interpretations:
The above question was asked how action oriented a television advertisement can
become. To which level can television advertising can become a reference of
purchase for people. The answers to the survey are shown as follows:
Only 10% of people tentatively watch television advertising for making their
purchase decision. But that is also a good number because, its leading to sales.
More than 50% people said, they watch television advertising occasionally to
make their purchase decision.
Near to 30% people said, they rarely watch television advertising to make their
purchase decision.
And, 10% of people never watch television advertising to make their purchase
decision.
On a positive note, near to 60% of people watch television advertising to make their
purchase decision.
Question 5
63
Interpretation:
The above question was asked to see, which category of product is most trustworthy to
buy after watching television ads. The results are displayed as follows:
Maximum number of people i.e. More than 25 % of people selected both Home
electronic goods and Beauty and Hygiene products. The result is in match with
the brands selected in the first question, i.e. what products have they purchased
influenced by television advertising. In that research also, product felt in same
category.
Topping the chart second is FMCG goods by 18%. Same results were displayed
when people were asked to select the brands they have purchased based on
watching television Ads.
Next, People opted for various service providers like hotels Flights etc.
Question 6
Interpretations:
64
The question was asked to see what characteristic in ads provides most trust in the
minds of people when it comes to actions. The results of the research are shown as
follows:
Surprisingly more than 50% of people opted for Ads providing information,
creates most trust in their minds and leads them to actions. Information leads to
credibility and credibility leads to actions.
After the ads providing information, People opted for entertaining ads by 28 %
that creates most trust in their minds and leads to actions.
Promotion ads and ads having schemes and offers were ranked after them with
an equal number of 10%.
The research shows, that it is very important for companies to convince consumers with
information so as to bring the company increased sales. And it is also very important to
never to leave the entertaining factor, so that people feel attracted to view it.
65
Interpretations:
The purpose of above question was to ask, how the companies understands the need of
advertising in their business. Every business has different advertising needs, Some view
advertising as a long term business function, while some see it as a short term business
function caring just for the return on investment.
The purpose to understand this is as follows:
Majority of company i.e. near to 40% said, they need advertising in their business
all year round, which is a way positive response from the industry.
66
20% of people said, they go for advertising sometimes and it is mostly goal
driven.
20% of people opted that they may need advertising in their business whenever
specifically needed.
Finally, 20% of company said that they never need advertising in their business.
Question 2
Interpretations:
67
The above question was asked to understand, that where the companies being
interviewed stand in their phases of growth. The responses to the survey are stated as
follows:
Rest, there was being kept an equal proportion of diversity in interviewing the
companies i.e. 20% of the companies were startups, Further 20% were Mature
but still growing organizations. Last but not the least, 20% of the organizations
were mature organizations.
Thus a good amount of diversity was being kept in interviewing organizations, to get the
diverse and multiple opinions of the company.
Question 3
68
Interpretations:
The said question was asked to understand companys behavior on how they see
advertising as a function of business.
The purpose of the above questions was as follows:
Do they understand the value of long term advertising in the business. Or they
would just go for the increased ROI.
The sum of responses exceeds hundred percent because the questions were multiple
choice questions with an option to choose more than one answer.
The responses of the company to above questions were stated as follows:
Majority of people i.e. more than 80% of people understand the value of long
term advertising and brand building in business.
69
Interpretations:
The purpose of the above question was to understand, whether the business
understands the value target specific advertising in the business. The purpose of the
above question was to understand:
If the businesses are target specific, in that case, do they pay same attention to
the mass audience.
Other set of 20 % were very target specific but no ignoring mass audience.
There after the other 20% were targeting mass audience and are not target
specific.
Question 5
business?
70
Interpretations:
The purpose of the above question was to see, which mediums of advertising are being
employed by businesses.
The responses to above question were as follow:
40% of companies selected magazine and online medium as the medium they
are currently employing in their business.
Last but not the least only 10% of companies selected Television as a medium
they have employed in their business.
Question 6
71
Interpretations:
The purpose of the above question was to understand, Are the businesses satisfied with
their choice of medium. Is it helping them achieve their business objectives or not.
The responses to the above question were as follows:
60% of people said, Yes, they are satisfied with the choice of their medium and it
is helping them to achieve their business objectives.
20% of companies said that, yes the medium employed is partially helping them
to achieve their business objectives.
Question 7
your Choice.
72
Interpretations:
The above question was asked to understand, which particular objective of business is
being solved by the medium of their choice. The responses to above question are as
follows:
60% of companies said that the medium of their choice help them in solving the
purpose of brand recall in their business.
Other 40% selected, that medium of their choice help them in creating visibility for
their company.
Sales, thereafter was selected by another 40% companies as the function being
solved by the medium of their choice.
20% of companies said that the medium of their choice help them in providing
information to their business.
And, lastly, 20% of the companies selected that their medium helps them in
getting competitive edge in their business.
The sum total of all questions exceeds 100% because, question used here was multiple
choice question, with more than one option as answere.
Question 8
73
Interpretations:
The purpose of above question was to see, in whose hands lies the decision to select
the right medium of advertising for the business. The responses to the above questions
are as follow:
40% of companies said that it is a mutual decision of the higher management and
marketing department.
For other 20% companies, the decision was of the marketing department of the
company.
Finally, for 20% of company, the decision depends on some outside advertising
agency.
Chapter 6
In the analysis, we studied the opinions of people and industry on different advertising
mediums and further the role of all advertising mediums at different places, purposes
and function of business. Now, to sum up all the analysis with the finding of the study,
Lets study the varied impact of different advertising mediums.
Varied impact of different advertising mediums:
74
factor in the purchase decion of the people. It works best for consumer goods,
FMCG, Electroni goods, Mobile phones etc.
Outdoor and transit advertisements are hard to avoid viewing. They increases
visibilty and people voted that, their opinion changes on a particular brand after
seeing it advertised again and again at outdoor locations. But, despite the high
visibility factor, no one spends any great amount of time reading them. They are
appropriate for very simple messages.
Direct mail has the highest impact of any medium. Your message reaches each
recipient in a personalized way and at a moment they have chosen to consider
your message. The cost of reaching an individual through direct mail can be even
greater than television, making it the most expensive advertising medium per
person reached.
75
Conclusion
The information in previous chapters brought forward in front of us various facts and
behaviors of the people, which we can use in any possible way. The above study is like
water, which can take any shape of knowledge and the any conclusions can be derived
from it based on the different needs of the people and companies. Our job was to
uncover various facts, which could be further shaped with any conclusions. Your needs
and requirements could be put in front and being matched with the facts stated in the
analysis and findings and your own conclusions can be derived, which could be further
put to use.
All mediums of advertising, have their different functions, cover different needs and have
different set of target audience. The needs of the business should be analyzed first and
then the above information can be used to understand, which medium of advertising
could be best for any business.
76
Annexure
Consumer Questionnaire 1
__________________________________________
Behavioural testing on different advertising medium
us
of
Address 1:
Address 2:
City/Town:
State/Province:
77
Email Address:
2. Please Tick the medium on entertainment, that is most used by you?
Please Tick the medium on entertainment, that is most used by you?
a) Television
b) Radio
c) Newspaper
d) Magazine
e) Traveling
Strongly Disagree
a) a) I enjoy watching
Newspaper
and
magazine Adds. They
are entertaining
b)
Newspaper
and
magazine Ads provides
information, I need
c) I find Newspaper
and magazine ads as a
reference to purchase
and i trust them
78
Strongly
Neither Agree nor
Agree
Disagree
Agree
Disagree
Strongly Disagree
d)
Newspaper
and
magazine ads irritates
me the most.
5. Outdoor Advertising ( Please add your opinion on the respective options)
Strongly
Neither Agree nor
Agree
Disagree
Strongly Disagree
Agree
Disagree
a) I enjoy watching
outdoor Ads. They are
entertaining
b)
Outdoor
advertisements
provides information, I
need
c) I find Outdoor
advertising
as
a
reference to purchase
and i trust them
d) Outdoor advertising
irritates me the most.
Strongly Disagree
7. Direct mail Advertising (Please add your opinion on the respective options)
Strongly
Neither Agree nor
Agree
Disagree
Strongly Disagree
Agree
Disagree
a) I enjoy direct mail
Ads.
They
are
79
Strongly
Neither Agree nor
Agree
Disagree
Agree
Disagree
Strongly Disagree
entertaining
b)
Direct
mail
advertisements
provides information, I
need
c) I find Direct mail
advertising
as
a
reference to purchase
and i trust them
d)
Direct
mail
advertising irritates me
the most.
Consumer Questionnaire 2
_______________________________________________
Behavioural Testing on Different advertising medium 2
80
City/Town:
State/Province:
Email Address:
2. Please specify the age group you belong to:
10 to 17
18 to 28
28 to 40
40 to 60
60 and above
3. How frequently you are in your news paper or magazine reading habits?
I read more than 2 newspaper in a day and many magazines in a month.
I read two newspaper in a day and some magazines
I read single newspaper in a day and very few magazines
I Don`t read newspapers and magazines
4. Did advertisements in newspaper and magazine, grab your attentions?
Yes, I pay keen attention to advertisements in newspaper and magazine.
Sometimes, If the ads are too catchy
Rarely
Never
5. According to you, Had your purchase decision ever depended on the Ads you
saw in the newspapers or magazines?
Yes, Always
Sometimes
Rarely
Never
81
Whole Day
Sometimes in a day
Rarely in a day
Never
82
Newspaper
Magazines
Internet
Direct mail
Outdoor advertisements
Radio
Consumer Questionnaire 3
_____________________________________________
Behavioural Testing on television advertising
1. Please provide us small detail of Yourself.
Name:
Address 1:
Address 2:
City/Town:
State/Province:
Email Address:
2. Please specify the age group you belong to:
a) 10 to 17
b) 18 to 28
c) 28 to 40
d) 40 to 60
e) 60 and above
83
3. Name the first brand and product category that comes to your mind on listening
of Television Advertising?
4. Suggest the names of 5 such brands or products whose buying decisions were
based on your watching its television advertisement?
1)
2)
3)
4)
5)
5. Do you like watching advertisements while viewing television?
a) I enjoy watching advertisements on TV as i like watching shows
b) I enjoy seeing ads in the middle of shows
c) I watch advertisements due to laziness of swapping channels
d) I rarely watch TV ads
e) I never watch TV ads
6. Do you tentatively watch television advertisement for making your purchasing
decisions or just have to watch for any random reason?
a) Tentatively watch
b) Watch occasionally
c) Watch rarely
d) Never watch
7. Please tick, which category of products is most trustworthy to buy after
watching television Advertisements?
a) Insurance
b) FMCG Goods (eatables)
c) Home Electronic goods
d) Medicines, beauty and Hygiene products
e) Various Service Providers( like hotels, flight etc)
f) Others
84
Company Questionnaire 4
___________________________________________
Company perspective on Advertising
85
86
No Comments
8. How do you think, your choice of medium is helping your business to grow
9. Which objectives of business are being met by the medium of your Choice.
(Please tick the answer that best suits your opinion. You can select more
than one option)
Creating Visibility
Information providing
Relation Building
Brand Recall
Sales
Competitive edge
10. Who prompts you to a particular medium of advertising? ( Please tick the
option, that bets suits your opinion.You can select more than one option)
Higher Management Decision.
Marketing Department decides.
Depends on outside Advertising Agency.
Mutual Decision
No Comments
87
Bibliography
Books
Research papers
University of Southern
88