M.B.A.

SOLAPUR UNIVERSITY,
SOLAPUR

TOPIC 1. INTRODUCTION TO STUDY

1.1. Introduction:

This project is completed through Uninor company which is 5th largest

telecom company in the world. Telecom sector is most growing sector of the world.
New service providing company's are established and are also coming. Uninor
telecommunication is the joint venture of Telenor and Unitech group.

This project is related with the findings of the effectiveness of advertisement

of Uninor Telecom company.
As we know that advertising is the most effective way of the promotional activity.
Advertising means non-personal paid message of commercial significance about a
product, service or company made to a market by an identified sponsor. In this
project, the search of different methods of advertisement has been done so as
increase its effectiveness.

The most important factor is to measure the impact of advertising on the customers
mind and its responses.

Advertising effectiveness - the degree to which the objective of an

advertisement or advertisement campaign have been achieved ;the effectiveness is
commonly gauged by measuring the effect on sale, brand awareness, brand
preferences etc.

All contents of advertising effectiveness has been followed so as make the

right judgment on the current advertising methods and practices.

Effectiveness means doing the things through right way. This project has
conducted such way to find the right way advertisement. It also gives the direction
for increasing its effectiveness. For that the survey method of marketing research is
applied and data is collected from the customers of different brand telecom
company.

Information related with expectations of the end users for schemes, services
provided by different company is goatherd randomly.

-1-

BHARAT RATNA INDIRA GANDHI COLLEGE, MBA DEPT.,

SOLAPUR
M.B.A. SOLAPUR UNIVERSITY,
SOLAPUR

1.2 OBJECTIVE OF THE PROJECT

1) The primary objective is to know the different sectors of the investment for
advertisement. It also relates with different ways of the proper investment for
advertisement which reveals the needful sectors for
investment.
2) As advertisement is known method for understanding the product
awareness of the given product in the particular area. So it is necessary to get
knowledge about current situation of Uninor company's brand awareness.

3) The innovation is necessary in advertising sector. To know the basic

techniques is motive of the this survey. New and different techniques of advertising
is the one of the objective as it is going to help to maximize the effectiveness of
advertisement.

4) Advertising is done with the help of medias. As media is very helpful to

make the advertising easier, more attention has to be paid in this sector. To find the
most effective media for advertisement is the objective of this survey.

5) Many of the customers like the advertisemts on the TV. Also the advertise
on the hoarding attract the customers. So to find the reasons of the preferences of the
customers is the aim of it. Likes and dislikes of the customers change individually.
This study will reveal the basic reasons behind it.

6) It is very hard to measure the effect of the particular advertise on the

customers. So it is necessary to know the exact impact of particular advertise on the
customers preferences. So it becomes essential to know impact of advertisement by
different means.

-2-

BHARAT RATNA INDIRA GANDHI COLLEGE, MBA DEPT.,

SOLAPUR
M.B.A. SOLAPUR UNIVERSITY,
SOLAPUR

1.3. Importance:

Measuring advertising effectiveness is not easy. Sometimes, the results of measuring

are just better guesses. Still, it is much better this way than not to address this
problem at all. There are dramatic differences in the effectiveness of various forms
of advertising. If you pay for advertising, then it is probably important for you see
some results. But if you waste money on inefficient advertising, you are missing
better opportunities and the results may not come at all.
Our main objective in measuring advertising effectiveness is to determine the effect
of each advertising campaign from the results of our measuring and compare it with
its price. Then we can decide which campaigns bring the best value for the money
spent.
It is also important to realize the various factors influencing advertising. The
medium, ad copy (exact wording), the format, audience (is the ad well aimed to the
people who use our products?) – all of this effects the final success of the campaign.
Therefore, it is necessary to judge the effectiveness in context

-3-

BHARAT RATNA INDIRA GANDHI COLLEGE, MBA DEPT.,

SOLAPUR
M.B.A. SOLAPUR UNIVERSITY,
SOLAPUR

1.4. Limitation of Study

1) This project has to undergo through basic information rest with the company. The
data collection form is designed considering the primary data available at that
situation. so the dimensions of the study are too short to make or confirm any
decisions.

2) As compared to population of the Solapur district, it is very hard to communicate

with most of the needed respondent who would give the exact response without any
prejudice in their mind. So as to find these respondent , available time duration i.e.
50 days is very short.

3) The respondents are not in the favor of giving the responses as they some
prejudice about the Uninor company. It results into the unclear picture of their
opinion with the related topics.

4) The sample size of the this study is 300 which is very short so as to make any

-4-

BHARAT RATNA INDIRA GANDHI COLLEGE, MBA DEPT.,

SOLAPUR
M.B.A. SOLAPUR UNIVERSITY,
SOLAPUR

strong decision on the advertisement. The number is very short as compared to the
whole population of the Solapur district.

5) The responses of the respondent are vague. Many of the respondent are not in the
mindset to give the proper answers related with the study as they are indulged in
another work.

6) This was my first attempt to handle such survey on field work. Lack of
experience in these kind of study could result into the incomplete or insufficient
information for taking any decision about advertising effectiveness.

1.5 Methodology of Study

Research is voyage from known to unknown

Research is a procedure of logical and systematic application of the fundamentals of

science to the general and overall questions of a study and scientific technique
which provide precise tools, specific procedure and technical rather than
philosophical means for getting and ordering the data prior to their logical analysis

-5-

BHARAT RATNA INDIRA GANDHI COLLEGE, MBA DEPT.,

SOLAPUR
M.B.A. SOLAPUR UNIVERSITY,
SOLAPUR

and manipulation. Different type of research designs is available depending upon the
nature of research project, availability of able manpower and circumstances.

1.5.1 Primary data

Primary data is new data which is collected by researcher to do a particular

research to find out the answer of research question. In this research
primary data is gathered through questionnaire. Primary data has been
collected directly from sample respondents through questionnaire and with
the help of interview. The questionnaire is filled by the sample population
which consists of cities in of city, who are mobile phone users.

1.5.2 Secondary data

Secondary data is the data which is collected for some other purposes or the data
which is gathered by previous researchers. This study includes the secondary data
from articles, books, data bases and internet.

1.6. Data Collection Tools

-6-

BHARAT RATNA INDIRA GANDHI COLLEGE, MBA DEPT.,

SOLAPUR
M.B.A. SOLAPUR UNIVERSITY,
SOLAPUR

There are many tools available for gathering data but it depends upon question and
purpose of study that which tool is used for study. Instruments of research include
interview, observation, survey and questionnaire.

1.6.1 Interview:

Interview is very important and reliable tools for data collection .Most of the
interviews are open ended in nature, which are used for qualitative study.

1.6.2 Observation:

Observation is suitable for a special type of case study i.e. if researcher wish to
study a specific site, researcher make a visit and observe the things which are
required by the research. Sometimes it requires more than one visit to make better
observation and it is used for qualitative studies.

1.6.3 Survey:

Survey tool requires questions and answers of these questions are being used for
analysis, it is more efficient and cost saving than observations and it is also easy.
There are many mediums available for data collection and survey, which can be a
telephone, email, surface mail or direct interaction with respondent.

1.6.4 Questionnaire

The questionnaire is the medium of communication between researcher and

respondent. Some type of questions need heavy information instead of yes or no,
while closed question are easy to answer which lead to yes and no format or lead to
a brief reply. In this project this data collection tool used.

-7-

BHARAT RATNA INDIRA GANDHI COLLEGE, MBA DEPT.,

SOLAPUR