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AMITY BUSINESS SCHOOL, NOIDA

DISSERTATION SYNOPSIS
Name of the candidate: Jitendra Singh Malik

Faculty Guide: Mr. Rajeev Gupta

Enrollment Number: A2324811014


Program And batch: B.Tech (ECE) +MBA (2011-2016)

1. Title of the study:


Impact of Geo-Targeted Advertising on growth of different segments of firm.
2. Problem statement:
Today advertising has become soul of the different firm to get their new offerings get acknowledged by
the consumers. It is one of the major aspects from every firms point of view to target the particular
segment of customer in the desired geographical region with the lowest expenditure possible. Targeting
through Broadcast Media (television) may make the firm to reach the consumer in different segments but
at a high expense including paying for all regions including regions where there is not any of the market.
Geo-Targeted Advertising opportunity provided up by many new firms delivers a new function to reach
only to target areas by incurring fewer expenses though making it efficient and optimizable for firms to
reach to consumers.
3. Relevance of the study:
Every firm from the beginning of the industrial era has always focused upon achieving maximum
outcome by investing least. Advertising is a necessity for every firm to get recognized as a brand and to
aware the consumer about their products and services, it though cost a large sum to reach the target
audience. The firm today spends a lot of money for acquisition of time slots on broadcast media but it
makes them to pay, for running the campaign in the target geographical regions as well as well as the
untargeted areas, the Geo-Targeted advertising comes over this fact and through the help of other firm
companies can buy the time slots according to the region they want to target in thus giving up the chance
to reach the target audience at low cost thus providing up the benefit in both ways target and charge.
4. Literature Review /Conceptual framework:
This project will explain the phenomenon of Geo-Targeted Advertising and will illustrate how different
segments of firms can use the method of Geo-Targeted Advertising to target particular set of customer of

their desire to better engage with customer and to reach the consumer in a better and efficient way to get
their service and products get widely accepted. . The firm today spends a large share of money for
procurement of time slots on broadcast media but it creates them to pay, for successfully running the
operation in the objective targeted regions as well as well as the untargeted zones, the Geo-Targeted
advertising comes above this fact and through the support of other firm, corporations can bargain the time
slots agreeing to the regions they want to target in, thus giving up the chance to range the target audience
at small cost thus providing up the advantage in both means, target and fee. Purchasing up the required
time slots, not only going to result in effective and optimized cost but is also going to benefit by efficient
targeting of the consumers according to the need of the firms.
5. Research Methodology:
My research methodology requires gathering relevant data from the specified documents and compiling
then in order to analyze the material and arrive at a more complete understanding and reconstruction of
the Geo-Targeted Advertising can help benefit various firm in reducing the cost without compromising
with the reachability. I hope to shed light on the following questions through my research: 1) How GeoTargeted advertising works? 2) How cost on advertising can be reduced without cooperating with the
target regions.
6. Tentative Chapter Scheme:
Chapter I Introduction
Chapter II- Literature Review
Chapter III- Research Methodology
Chapter IV- Data Analysis
Chapter V- Conclusion and Future Scope
References/Bibliography:
1.Bharat, K., Lawrence, S., & Sahami, M. (2003). U.S. Patent Application No. 10/750,363.
2.Eldering, C., Schlack, J., Plotnick, M., & Deitrich, R. (2002). U.S. Patent Application No. 10/068,771.
3.Klmel, B., & Alexakis, S. (2002, July). Location based advertising. In Proceedings of the First
International Conference on Mobile Business, Athens, Greece (pp. 1-7).
4.Howes, J. (2004). U.S. Patent Application No. 10/966,989.

5.Datta, G., & Zalewski, G. (2005). U.S. Patent Application No. 11/240,655.
6.Hopkins, D. (2005). U.S. Patent Application No. 11/265,964.

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