A Study on

ADVERTISEMENT EFFECTIVENESS
at
MDVR Project private limited
Bangalore

Submitted by
Shaik thanveer ahamed
Registration No:
15010221086

Under the Guidance of Prof.shilpa chadichal

In partial fulfilment of the Course- Industry Internship Programme - IIP

in Semester II of the Master of Business Administration (Batch of 2015-17)

Master of Business Administration

Industry Internship Programme (IIP)

Declaration

This is to declare that the report titled ADVERTISEMENT

EFFECTIVENESS has been made for the partial fulfilment of the Course: Industry
Internship Programme (IIP) in Semester II by me at MDVR Projects private limited
(organization) under the guidance of Mr prakash babu

I confirm that this report truly represents my work undertaken as a part of my

Industry Internship Programme (IIP). This work is not a replication of work done
previously by any other person. I also confirm that the contents of the report and the
views contained therein have been discussed and deliberated with the faculty guide.

Signature of the Student

Name of the Student (in Capital Letters)

Registration No.

: SHAIK THANVEER AHAMED

: 15010221086

Master of Business Administration

Certificate

This is to certify that Mr shik thanveer ahamed, Regn. No. 15010221086 has
completed the report titled- ADVERTISING MARKETING under my guidance for the
partial fulfilment of the Course: Industry Internship Programme (IIP) in Semester II of
the Master of Business Administration.

Signature of Faculty Guide:

Name of the Faculty Guide: Prof shilpa chadichal

Acknowledgement

I would like to express my sincere gratitude to my industry guide Mr praksh

babu Senior Manager-10i commerce services private limited, Bangalore for guiding me
throughout my summer internship project and providing me the required information.
The encouragement, time and effort that were given by them are greatly appreciated.
I would like to thank my faculty guide, Prof .shilpa chadichal, for all his valuable
inputs and constant support towards me throughout my project and providing me an
opportunity to learn outside the classroom. It was truly wonderful experience.

S.no

Contents

TABLE OF

Executive Summary

Industry analysis

Company profile

Literature Review

Observation and Analysis

Findings

Recommendation

Conclusion

Learning Outcome

Annexure

CONTENTS

CHAPTER 1
INTRODUCTION
6

Advertising is an art not a science. Effectiveness of which cannot be

measuredw i t h a m a t h e m a t i c a l o r em p i r i c a l f o rm u l a s om e a d v e r t i s e r s a
r g u e t h a t a d v e r t i s i n g efforts go to waste, but every advertiser is keenly interested
in
measuring
or
in
evaluationof advertising effectiveness. Testing for the effectiveness of advertise
ment will leadadvertisement testing must be done either before or after the
advertisement has done inthe media. It is of two types, protesting which are done
before the advertisement has beenlaunched and one is referred to as cost testing which
is
done
before
the
advertisement
has been launched and one is referred to as cost testing which is done
after launching theadvertising campaign. The basic purpose of advertising
effectiveness is to avoid costly mistakes, to predict the relativeStrength of alternative
strength of alternative advertising strategies and to increasetheir efficiency. In
measurement of advertisement effectiveness feedback is always usefuleven if it costs
some extra expenditure to the advertiser .The objectives of all business are to
makes profits and a merchandising concern can do that by increasing its sales at
remunerative prices. This is possible, if the productis widely polished to be audience
the final consumers, channel members and industrial users and through
convincing arguments it is persuaded to buy it. Publicity makes a thingor an idea
known to people. It is a general term indicating efforts at mass appeal.
As personal stimulation of demand for a product service or business unit by plantingco
mmercially significant news about it in a published medium or obtaining
favorable presentation of it upon video television or stage that is not paid for by the
sponsor.On the other hand, advertising denotes a specific attempt to
popularize
a
specific product or service at a certain cost. It is a method of publicity. It always intenti
onalopenly sponsored by the sponsor and involves certain cost and hence is
paid for. It is acommon form of nonpersonal communication about an
organization and or its productsi d e a s e r v i c e e t c . t h a t i s t r a n s m i t t e d t o a
t a r g e t a u d i e n c e t h ro u g h a m a s s m e d i u m . I n common parlance the term
publicity and advertising are used synonymously.
7

What is advertising?
The word Advertising has its origin from a Latin word Adventure which means to
turnt o . T h e d i c t i o n a r y m e a n i n g o f t h e w o r d i s t o a n n o u n c e p u b l i c i t y
o r t o g i v e p u b l i c concerned to a specific thing which has been announced by
the advertiser publicity inorder to inform and influence them
withR e r e a d t h e m o r p a s s t h e m o n t o o t h e r . S o m e m a g a z i n e s h a v e
prestige value. Themarketer can cover national or large region
al markets at a low cost per contract( p e r i n d i v i d u a l r e a c h e
d ) . M a g a z i n e s g e n e r a l l y o f f e r h i g h - q u a l i t y p r i n t i n g of
advertisement.Simply stated advertising is the art "says green." Advertising is a general
term for and allforms of publicity, from the cry of the street boy selling newspapers to
the most celebrateattention attracts device. The object always is to bring to
public notice some articles or service, to create a demand to stimulate buying
and in general to bring together the manwith something to sell and the man who
has means or desires to buy".Advertising has been defined by different experts. Some of
the quoted definitions
are:A c c o r d i n g t o A m e r i c a n M a r k e t i n g A s s o c i a t i o n A d v e r t i s i n g
i s a n y p a i d f o r m o f nonpersonal paid of presentation of ideas goods or services
by an identified sponsor.Indian marketing association
has defined advertising as any paid form
of nonpersonal presentation and promotion of ideas, goods or services by an identified
sponsor. Themedium used are print broadcast and direct.Stanton deserves that
"Advertising consists of all the activities involved in presenting to agroup a nonpersonal, oral or visual openly, sponsored message regarding a
product,service, or idea. This message called an advertisement is
disseminated through one or more media and is paid for by the identified sponsor.

Advertisement carries:
In business world the terms in mainly used with reference to selling the product
of t h e c o n c e r n . T h e a d v e r t i s i n g , a s J o n e s d e f i n e s i t i s " a s o r t o f m a c h i
n e m a d e m as s production method of selling which supplements the voice and
personality of theindividual salesman, such as manufacturing the machine
supplements the hands of thecraftsman." It is thus a process of
buying/sponsor/identified media space or time in order t o p rom o t e a p rod u c t o r
a n i d e a . F r om a c a ref u l s c r u t i n y o f t h e a b o v e d e f i n i t i o n , t h e following
points
emerge:A d v e r t i s i n g i s a p a i d f o r m a n d h e n c e c o m m e r c i a l i n n a t u r
e . T h i s a n y s p o n s o r e d communication designed to influence buyer
behavior advertising. Advertising is
non- personal. Unlike personal selling, advertising is done in a nonpersonal manner throughintermediaries or media whatever the form of advertisement
(Spoken, written or visual).It is directed at a mass audience and not directed at the
individual as in personal selling.Advertising promotes idea, goods and services.
Although most advertising is designed tohelp sell goods, it is being used increasingly to
further public interest goals. Advertisingis identifiable with its sponsoring
authority and advertiser. It discloses or identifies thesource of opinions and
ideas. Advertising thus is: 1. Impersonal 2.A communication
of i d e a s . 3 . A i m e d a t m a s s a u d i e n c e 4 . B y a p a y i n g s p o
n s o r . T h e t w o f o r m s o f mass communication that are somethin
g c o n f u s e d w i t h a d v e r t i s i n g o r p u b l i c i t y a n d propaganda. If we eliminate the
elements of the "paying sponsor" (The paid
requirement)w e w ou l d h a v e t h e e l em e n t o f p u b l i c i t y l e f t : F o r p u b l i c i t y i
s t e c h n i c a l l y s p e a k i n g , advertisement without payment. In a similar manner. If we
eliminate the requirement of an "identified sponsor", the resulting communication is
propagandistic. It is important for us to emphasize that advertising may involve
the communication of ideas or goods of service. We are all aware that advertising

attempts to sell goods and services. But we mayoverlook the more important fact that it
often sells ideas.

NEED OF THE STUDY

Need to doing the study on advertising effectiveness is whet
her the Advertising campaign was successful or not, the
awareness level of products, the
advertisingc a m p a i g n i n c r e a s e d t h e c u s t o m e r b a s e
o r n o t a n d w h i c h m e d i a c a r r y t h e advertisement
successfully

10

OBJECTIVES OF THE STUDY

1. To know the effectiveness of advertising
2. To understand the most effective media for advertisement
3. To find out the reasons for liking the advertisement

11

RESEARCH METHODOLOGY
Research is a procedure of logical and systematic application of the
fundamentalsof science to the general and overall questions of a study and scientific
technique
which provide precise tools, specific procedure and technical rather than philosophical
meansf o r
getting and ordering the data prior to their logical analysis and man
i p u l a t i o n . Different type of research designs is available depending upon the
nature of research project, availability of able manpower and circumstances
.
1.Research Design:
T h e r e s e a r c h d e s i g n i s t h e b l u e p r i n t f o r t h e f u l f i l l m e n t o f objectives
and answering questions. It is a master plan specifying the method and procedures for
collecting and analyzing needed information.
2.Data Collection Methods:
The source of data includes primary and secondary data sources.
Primary data:
Primary data has been collected directly from sample respondentsthrough
questionnaire and with the help of interview.
Secondary data:
I was collected the secondary data from Standard textbooks, Newspapers,
Magazines and Internet sources.
3. Research Instrument:
Research instrument used for the primary data collectionis Questionnaire.

12

S C O P E O F T H E S T U DY
1 . T h e s t u d y w i l l a t t e m p t t o fi n d o u t t h e
advantages level of products
2.The study can help to find out whether the advertisement is
r e a c h e d t h e t a r g e t audience.
3.The advertiser can identify the gap of improvement
themselves.
4.The study can find out whether the advertisement was
e d u c a t i n g t h e c u s t o m e r i n right way or not

13

LIMITATIONS OF THE SUDY

1.The project relied mainly on the primary data.
2.Consumer gives very unclear picture.
3.The study is based on limited sample.
4.It begin my first attempt to undertake such a study, thus the
i n e x p e r i e n c e i s also an obstacle to accomplish the project in a proper way.
5.The main limitation was time. There was
p r o b l e m t o c o n t a c t i n g t h e businessmen and servicemen due to shortage of
time with them.
6.The data is collected from the consumer is qualitative in
n a t u r e . i . e . v i e w s , opinions and perceptions. These factors may be changed from
time to time.

14

CHAPTER-2
INDUSTRY PROFILE

15

BC. As printing developed in the 15th and 16th century,

advertisinge xp a n d e d t o i n c l u d e h a n d b i l l s . I n t h e 1 7 t h c e n t u r y a d v e r t i s
e m e n t s started to appear in weekly newspapers in England.
Black-figured lekythoswith the inscription: buy me and you'll get a good
bargain, ca.550 BC , Louvre
These early print ads were used mainly to promote books
a n d newspapers, which became increasingly affordable thanks t
o t h e printing press, and medicines, which were increasingly sought
after asd i s e a s e r a v a g e d E u rop e . H o w e v e r,false advertising a n d s o c a l l e d "quack " a d s b e c a m e a p r o b l e m , w h i c h u s h e r e d i n r e g u l
a t i o n o f advertising content.Although advertising has existed for a long time,
explicit "branding"
isa p r o d u c t o f t h e l a t e 1 8 0 0 s . D u e t o t h e p r e v a l e n c e o f d a n g e r o u
s products and unregulated industries of the Industrial Revolution, brandsw e r e
i n t ro d u c e d t o i n c re a s e t h e r ep u t a t i o n a n d v a l u e o f a
p a r t i c u l a r m a n u f a c t u re r. A n i d e n t i f i e d b r a n d o f t e n m e a n t s a f e t y a n d
q u a l i t y.Quaker Oats is among the oldest modern brands in continual use.
As the economy was expanding during the 19th century, advertising grew
alongside. In theUnited States, classified ads became
even more p o p u l a r , f i l l i n g p a g e s o f n e w s p a p e r s w i t h s m a l l p r i n t
m e s s a g e s promoting all kinds of goods. The success of this advertising format ledto
the growth of mail order advertising. At first, agencies were brokersfor ad space in
newspapers.At the turn of the century there were few career choices for women
in business; however, advertising was one. Since women were responsiblefor most of the
purchasing in their household, advertisers and agenciesrecognized the value of
women's insights during the creative process.In fact, the first American
advertising to use a sexual sell was created by a woman for a soap. Although tame
16

by today's standards, it featureda couple and said "The skin you love to touch".In the
early 1950s, the television network began the modern trend
of s e l l i n g a d v e r t i s em e n t t im e t o m u l t i p l e s p o n s o r s . T h e y h a d t r ou b l e f i
nding sponsors for many of their programs and compensated by
selling smaller blocks of advertising time to several businesses. This eventually
became the norm for the commercial television industry.The 1960s saw advertising
transform into a modern, more
scientifica p p r o a c h i n w h i c h c r e a t i v i t y w a s a l l o w e d t o s h i n e ,
p r o d u c i n g unexpected messages that made advertisements more temp
t i n g t o consumers' eyes.The late 1980s and early 1990s saw the introduction of cable
television and particularlyMTV. P i o n e e r i n g t h e c o n c e p t o f t h e music vid
eo ,MTV ushered in a new type of advertising: the consumer tunes in
for t h e a d v e r t i s i n g m e s s a g e , r a t h e r t h a n i t b e i n g a b y p
r o d u c t o r afterthought. Ascableandsatellitetelevision became increasingly
p re v a l e n t , s p e c i a l t y c h a n n e l s e m e r g e d , i n c l u d i n g c h a n n e l s e n t i r e l y dev
oted to advertising, such asQVC,Home Shopping Network ,
a n d ShopTV.Marketing through the Internet opened new frontiers for advertisers
andcontributed to the "dot-com" boom of the 1990s. Entire
corporationso p e r a t e d s o l e l y o n a d v e r t i s i n g re v e n u e , o f f e r i n g e v e r y t h i n
g f rom c o u p o n s t o f re e I n t e r n e t a c c e s s . At t h e t u r n o f t h e 2 1 s t c e n t u r y,
t h e search engine Googlerevolutionized online advertising by
emphasizingc o n t e x t u a l l y r el e v a n t , u n o b t r u s i v e a d s i n t e n d e d t o h e l p , r a t
h e r t h a n i n u n d a t e , u s e r s . Th i s h a s l e d t o a p l e t h o r a o f s i m i l a r e f f o r t s
a n d a n increasing trend of interactive
advertising.A r e c e n t a d v e r t i s i n g i n n o v a t i o n i s " guerrilla promotio
ns " , w h i c h involve unusual approaches such as staged encounters in public
places,g i v e a w a y s o f p r o d u c t s s u c h a s c a r s t h a t a r e c o v e r e d w i t h b
r a n d messages, and interactive advertising where the viewer can respond to b e c om e
p a r t o f t h e a d v e r t i s i n g m e s s a g e . Th i s ref l e c t s a n
i n c re a s i n g t r e n d o f i n t e r a c t i v e a n d " e m b e d d e d " a d s , s u c
h a s v i a product placement, having consumers vote throughtext messages, and
variousinnovations utilizingsocial networkingsites
Advertising Agency
An advertising agency or ad agency is a service businessdedicated
toc re a t i n g , p l a n n i n g a n d h a n d l i n g advertising( a n d s o m e t im e s o t h e r forms
of promotion) for its clients. It is independent from the client and provides an outside
point of view to the effort of selling the client's products or services. An agency
can also handle overallmarketingand brandingstrategies andsales promotions f o r
i t s c l i e n t s . Typ i c a l
a d a g e n c y c l i e n t s i n c l u d e b u s i n e s s e s a n d corporations,non-profit org
anizationsandgovernmenta g e n c i e s . A g e n c i e s m a y b e h i r ed t o produce single
ads or, more commonly, ongoing series of related ads, called anadvertising
campaign.An ad agency has writers, artists, media experts, researchers,
television producers, account executive, etc. these specialists work together
tou n d e r s t a n d f u l l y t h e a d v e r t i s e r s re q u i r em e n t s a n d d e v e l o p s u i t a b l e
advertising plans and strategies.Ad agencies come in all sizes. They include
everything from one or two-person shops (which rely mostly on freelance
talent to perform most functions), small to medium sized agencies, large
independents,and multi-national, multi-agency conglomerates.An agency's size
17

should not necessarily be considered a barometer of t h e i r b i l l i n g o r a b i l i t y

to handle large accounts. Indeed, these
days,s m a l l e r b o u t i q u e a g e n c i e s a r e j u s t a s l i k e l y t o c o u n t v
e r y l a r g e corporations amongst their accounts.Full-service, or Media-neutral
advertising agencies have the talent andability to produce creative and advise clients for
a full range of
media,f o r v i r t u a l l y a n y t y p e o f a c c o u n t , o r c o m p a n y . S o m e a
g e n c i e s specialize in particular fields such as medical, charitable, FMCG,
whitegoods, retail, etc. Other agencies specialize in particular media, such as print ads
or televisioncommercials. Other agencies, especially
larger o n e s , p r o d u c e w o r k f o r m a n y t y p e s o f m e d i a ( c r e a t i n g i n t
e g r a t e d marketing communications, or through-the-line (TTL)
advertising).The "line", in this case, is the traditional marker between media
that pay a (traditionally 15%) commission to the agency (mainly broadcastmedia) and
the media that
do not.Lately,S e a r c h E n g i n e M a r k e t i n g ( S E M ) a n d S e a r c h E n g i n e O
ptimization(SEO) firms have been classified by some as 'agencies'due to the
fact that they are creating media and implementing media purchases of text
based (or image based in some instances of searchmarketing) ads. This
relatively young industry has been slow to adoptthe term 'agency' however with
the creation of ads (either text or
image)a n d m e d i a p u r ch a s e s t h e y d o q u a l i f y t e c h n i c a l l y a s a n ' a d v e r t i s i
n g agency' as well as recent studies suggest that both SEO and SEM are set to
outpace magazine spending in the next 3-5 years.
Advertisement recall study
A d v e r t i s e m e n t r ec a l l s t u d y m e a s u r es t h e p e r ce p t i o n s , a t t i t u d e a n d e f f e
c t i v e n e s s o f t h e a d v e r t i s e m e n t i n t h e m i n d s o f t h e v i ew e r s . I t i s very
essential for the company and the agency to know the impact of the
advertisement in the minds of the targeted audience.Following methods are used for
post-testing of advertisements alreadyrun:

Penetration Tests

Error-in-recognition Measurement

Gallup-Robinson Impact Test

Triple Association Test

The Netapps Method

Likert Summated Scale

Unaided Recall Test

Progress Test

Intend-to-buy Test
18


Sales Result Test

CHAPTER-3
COMPANY PROFILE

19

CHAPTER-4
LITERATURE REVIEW

20

According to Wheeler, Advertising is any form of paid non-personal

presentation of ideas, goods or services for the purpose of inducing people to
buy.According to William J. Stanton, Advertising consists of all the
activities involved in presenting to a group a non-personal, oral or visual
openly sponsored
message regardinga p r o d u c t s e r v i c e o r i d e a . T h i s m e s s a g e i s c a l l e d o n a
d v e r t i s e m e n t i s d i s s e m i n a t e d through one or more media and is paid for by
an identified sponsor
Basic Features of Advertising:
On the basis of various definitions it has certain basic features such
as:1 . I t i s a m a s s n o n - p e r s o n a l c o m m u n i c a t i o n . 2 . I t
i s a m a t t e r o f r e c o r d . 3.It persuades buyers to
purchase the goods advertised.4 . I t i s a m a s s r a p i d
c o m m u n i c a t i o n . 5.The
communication media is diverse such as print (
n e w s p a p e r s a n d magazines)6 . I t i s a l s o c a l l e d p r i n t e d
s a l e s m a n s h i p b e c a u s e i n f o r m a t i o n i s s p r e a d b y means of the
written and printed work and pictures so that people may beinduced to act upon it.
Functions of Advertising:
For many firms advertising is the dominant element of t
h e p r o m o t i o n a l mix particulars for those manufacturers who pr
oduce convenience goods such asdetergent, non prescription drugs,
c o s m e t i c s , s o f t d r i n k s a n d g r o c e r y p r o d u c t s . Advertising is also used
extensively by masters of automobiles, home appliances, etc, tointroduce new product
and new product features its uses its attributes, pt availability etc.Advertising can
also help to convince potential buyers that a firms product or service is
superior to competitors product in make in quality, in price etc. it can
create brand image and reduce the likelihood of brand switching
even when competitors lower their prices or offer some attractive incentives.Advertising
is particularly effective in certain other spheres too such as:i ) W h e n
consumer awareness of products or service is at a
21

minimum.ii)When sales are increasing for all terms

i n a n i n d u s t r y . iii)When a product is new and
incorporates technological advance not strong and.
i v ) W h e n p r i m a r y b u y i n g m o t i v e e x i s t s .
It performance the following functions:
i)Promotion of sales i i ) I n t r o d u c t i o n o f n e w p r o d u c t a w a r e n e s s .
iii)Mass production facilitation i v ) C a r r y
v)Education of people

out

research

TYPES OF ADVERTISING:
Broadly speaking, advertising may be classified into two categories viz.,
productand institutional advertising.
a) Product Advertising:
The main purpose of such advertising is to inform and stimulate the market
aboutthe advertisers products or services and to sell these. This type of
advertising
usually promotes specific, trended products in such a manner as to make the brands se
em mored e s i r a b l e . I t i s u s e d b y b u s i n e s s g o v e r n m e n t o r g a n i z a t i o n a n d
p r i v a t e n o n - b u s i n e s s organizations to promote the uses features, images
and benefits of their services
and products. Product advertising is subdivided into direct action and indirect actionad
vertising, Direct action product advertising wages the buyer to take action at once, icehe
seeks a quick response to the advertisement which may be to order the
product bymail, or mailing a coupon, or he may promptly purchase in a
retail store in response to prince reduction during clearance
sale.P r o d u c t a d v e r t i s i n g i s s u b d i v i d e d i n t o d i r e c t & i n d i r e c t a c t i o n a
d v e r t i s i n g & product advertising aims at informing persons about what a products
is what it does, howit is used and where it can be purchased. On the other hand selective
advertising is madeto meet the selective demand for a particular brand or type is
product.
b) Institutional Advertising:
It is designed to create a proper attitude towards the sellers to build company imageor
goodwill rather than to sell specific product or service. Its purpose is to create a frameof
mind and to implant feeling favorable to the advertisers company. Its assignment is
tomake friends for the institution or organization.I t i s s u b - d i v i d e d i n t o t h r e e
c a t e g o r i e s : p a t r o n a g e , p u b l i c , r e l a t i o n s a n d p u b l i c service institutional
advertising.i ) I n p a t r o n a g e i n s t i t u t i o n a l a d v e r t i s i n g t h e
m a n u f a c t u r e r t e l l s h i s p r o s p e c t s a n d customer about himself his
policies and lives personnel. The appeals to the patronage motivation of buyers.
If successful, he convinces buyers that his operation entitles him tothe money spent by
them.i i ) P u b l i c r e l a t i o n s i n s t i t u t i o n a l a d v e r t i s i n g i s u s e d t o
c r e a t e a f a v o u r a b l e i m a g e o f the firm among employees, stockholders or
22

the general public.i i i ) P u b l i c s e r v i c e i n s t i t u t i o n a l a d v e r t i s i n g j o b s

public support

Selecting the Media:

Media selection is an important since it costs time space and money various
factorsi n f l u e n c e t h i s s e l e c t i o n , t h e m o s t f u n d a m e n t a l b e i n g t h e n a t u r e
o f t h e t a r g e t m a r k e t segment, the type of the product and the cost involved. The
distinctive characteristics of various media are also important. Therefore
management should focus its attention on media compatibility with advertising
objectives.
Modern Advertising Techniques:
Include seven that you should consider:
1.Email Advertising
2.Video Advertising
3.Audio Advertising
4.Search Advertising
5.Onsite Advertising
6.Mobile Phone Advertising
I recently completed a series of posts on these modern advertising techniques.
The posts provide additional information on each technique so Ive linked to them when
relevant.
1. E-mail Advertising:
Email advertising tops this list of modern advertising techniques because it tops the
listsof new and growing advertising expenditures. From small Internet
marketers to largeoffline and online stores, email advertising is vital to modern
advertising and marketingcampaigns.
2. Video Advertising:
Video Advertising can be done on and off line. Many local cable channels offer video
adsa n d i n f o m e r c i a l s o n a s e a r c h b a s i s f o r v i e w e r s . S o y o u r a d i s o n l y
s e e n b y p e o p l e i n t e r e s t e d i n w h a t y o u s e l l . Vi d e o m a r k e t i n g i s a l s o
b i g o n t h e I n t e r n e t . M o s t o n l i n e videos are more promotion than
advertising, but they play an important role in online success.

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3. Audio Advertising:
Audio advertising, whether across the Internet or the airwaves enables you
to target anarrow market and to deliver relevant and timely messages that encourage
an immediateresponse.Although second to video online, offline audio advertising (radio
advertising) provides allthe benefits of online audio advertising. And if you advertise on
highly targeted stationsand shows, it isnt that expensive.
4. Search Advertising:
S e a r c h a d v e r t i s i n g , l i k e G o o g l e s Ad w o r d s , c a n p r o v i d e m u c h
traffic for an
o n l i n e business, but it can also cost far more than it returns in sales. To use search adv
ertisingeffectively, you need to constantly test your ads. Then rewrite and
redesign them fromyour test results. Theres both skill and science to search
advertising. So before you jumpin, read some e books and study the search
engines documents about their pay per click programs.
5. Onsite Advertising:
Onsite advertising can be considerably less expensive than search advertising.
Generallya click from an ad on site costs less than the same click from a
search. With Googlesnew Ad Planner, it will be easy to target a market with
ads across the Internet. You caneven pick the sites that you want to carry your ads
and deny ones that you dont.
6. Mobile Phone Advertising:
Mobile phone advertising is projected to grow from just under 500 million in
2006 to aalmost 5 billion by 2011.And why not. Its interactive, unobtrusive, and
immediate. Most people have their mobile phones with them all the time. So they can
react instantly to banner phone ads that catch their attention

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CHAPTER-5
DATA ANALYSIS AND INTERPRETATION

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CHAPTER-6
FINDINGS

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FINDINGS

96% of the respondents view that advertisement of is required.

92% of the respondents are of opinion that they have seen the advertisements onT.V.

60% of the respondents like the advertisements due to them

60% of respondents are view that advertising is very necessary for sale of goods

60% of the respondents view that T.V. is presenting the advertisement

84% of the respondents agreed that advertisement create awareness about brands and
make to consume product.

73% of the respondents view that advertising gives effect on their consumption
79% of respondents views that famous personalities and slogans are necessaryfor
advertisement

83% of the respondents said that famous personalities affect their brand choice.

82% of the respondents view that advertisement reminds them brand name
while purchasing.

88% of the respondents said that advertisement helps them to make better selection.

86% of the respondents view that they satisfied with the performance of /quality of
product which is seen by advertisement
64% of the respondents said that advertisements should be in regular time to get
effective.

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83% of the respondents view that advertisements make them loyal towards its brands.

40% of the respondents said that education is the reason for difference of advertising
effectiveness

SUGGESTIONS

Media should be selected according to the choice of customers.

To give more attention in making the advertisement to make it effective

It should be attractive one so that people are attracted toward the advertisement.

The indoor media only reach to more no. of customers so, that the can advertise in local
channels and local newspapers.

The advertisement should be in regular time.

Can advertise is more outdoor media because it cost is very less compare to other media
and also it can reach some time more customers mind.

Advertisement in newspapers media now not in front page, if that advertisementin

FrontPage means it can reach more customers.
Like postal advertisement is very cheap and also it can reach our customer regular time
period means we can retain our customer and we can maintain good relationship with
customers

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Like postal
advertisement
is very cheap
and also it can
reach our
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customer
regular time
period means
we can retain
our customer
and we can
maintain
goodrelationshi
30

p with
customers.
QUESTIONNAIRE

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