CP REPORT 1 Media Effectiveness Comparative Study
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Transcript of CP REPORT 1 Media Effectiveness Comparative Study
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A Report On
Comparative study of effectiveness of various
Advertising Media
report Submitted by:
Enroll no.
Submitted to:-
(Mentor)
DECLARATION
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Roll No.
Date:
Place:
CERTIFICATE
The forgoing project, entitled Comparative analysis of effectiveness of different
Advertsing Media carried out ! the "tudent na#ed. It i" here! appro$ed a" a
creditale "tud! of an %&A "uject carried out and pre"ented in a #anner "ati"factor! to
'arrant it" acceptance a" a prere(ui"ite to the degree for 'hich it ha" een "u#itted. It
i" under"tood ! thi" appro$al that the under"igned do not endor"e or appro$e an!
"tate#ent #ade, opinion e)pre""ed, or conclu"ion dra'n therein, ut appro$e the
project onl! for the purpo"e for 'hich it 'a" "u#itted. The project i" "u#itted for the
partial fulfil#ent for the "u##er training in %&A %ar*eting for the acade#ic !ear +-/
+-0.
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1 %". 2ar"ha 3hattri 4
Project %entor
Contents
Inde) Page No.Ac*no'ledge#ent 5Chapter - Introduction 6/7Chapter + Literature Re$ie'
+.- Ad$erti"ing
+.+ The Ad$erti"ing Ca#paign
+. Need for re$ie'ing ad$erti"ing perfor#ance
+.0 Infor#ation flo' fro# ad$erti"er to con"u#er
+.8 9eneraliation" aout ad$erti"ing effecti$ene"" in #ar*et
+.5 Reference"
-/+
-/--
--/-
-/-0
-0/-6
-;/++
+Chapter Introduction to Different #ediu#" of ad$erti"ing
.- Tele$i"ion Ad$erti"ing
.+ Ne'"paper Ad$erti"ing
+0/
+0/+8
+8/+5
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. %againe Ad$erti"ing
.0 Cine#a Ad$erti"ing
.8 Radio Ad$erti"ing
.5 %oile Ad$erti"ing
.6 Outdoor Ad$erti"ing
.; Direct #ail Ad$erti"ing
.7 ue"tionnaire -
8.-.+ >ue"tionnaire +
8.-. >ue"tionnaire
8.+ Co#pan! Re"earch Anal!"i"
0+/60
0+/ 58
0+/8-
8-/87
87/58
58/60Chapter 5 =inding" of the ue"tionnaire -
Con"u#er >ue"tionnaire +
Con"u#er >ue"tionnaire
Co#pan! >ue"tionnaire
6;/ ;;
6;/;-
;-/;
;0/;8
;5/;;&iliograph! ;7
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Acknoledgement
I 'ould li*e to than* all of the people that helped #a*e thi" po""ile. =ir"t and
fore#o"t, I 'ould li*e to than* #! =acult! 9uide, %".2ar"ha 3hattri, than* !ou forencouraging #e to go do'n #! o'n re"earch path and 'or* on the topic I 'a"
pa""ionate aout. I *no' it 'a" #ore 'or* for !ou 'hen I decided to $enture do'n #!
o'n path and I appreciate all of !our guidance and "upport along the 'a!
It i" a plea"ure to all than* tho"e 'ho #ade thi" di""ertation po""ile for #e "uch a" #!
=ather 'ho ga$e #e the #oral "upport. All the people fro# the indu"tr!, 'ho ga$e #e
their $aluale ti#e and opinion and the All the people 'ho contriuted their opinion, to
#a*e thi" re"earch po""ile for #e.
I 'ould al"o li*e to e)pre"" #! gratitude to A#it! &u"ine""
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La"t ut not the lea"t, I 'ant to than* our friend" 'ho e)tended their cooperation and
'ere patient at all "tage" of our 'or*.
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'a! e denied, ecau"e if there i" u"ine"", there ought to e cu"to#er" and if there
are cu"to#er". Co##unication i" e$ident. Thi" co##unication i" ad$erti"ing.
Ad$erti"ing eing an in$e"t#ent to co#pan! future and li*e e$er! in$e"t#ent, a lot
depend" on ad$erti"ing, a" 'ell, in ter#" of people, profit, longe$it! of u"ine"",
"u"tainailit! etc. Thu", After a co#pan!, ha" co#e to realie the need of ad$erti"ing for
it" u"ine"", pri#e (ue"tion" it face" are
?here are #! target u!er"
?hat i" the e"t #ediu# to reach the#
?hich #ediu# can allo' u" #a)i#u# reach in #ini#u# po""ile in$e"t#ent
The"e our "o#e of the (ue"tion" on top of the #ind of e$er! u"ine"" once the!
ha$e decided to go for ad$erti"ing. ?ith ad$ent of technolog!, changing con"u#er"
preference" etc, A lot ha" changed in the 'a! 'e "hould ad$erti"e.
?h! doe" #o"t u"ine"" ad$erti"ing fail to !ield e)pected return on in$e"t#ent. That i"
ecau"e of "o#e of our 'rong deci"ion", 'e #a*e 'hile ad$erti"ing.
And one of the #ajor deci"ion i", @?hat "hould e the right #ediu# to ad$eri"e
Thu" the ai# of our "tud! i" to under"tand u"ine"" need" and correlate it 'ith
ad$erti"ing a"ic" and hence for#ulating a co#parati$e "tud! for under"tanding the
effecti$ene"" of $ariou" #ediu#" of ad$erti"ing according to u"ine"" need" and
e)pectation". To help u"ine"" #a)i#ie their reach, pulic acceptance,
per"onaliation, co"t effecti$ene"" ! "electing the right #ediu# to ad$erti"e.
The (ue"tion" to e$er!one" #ind no' 'ould e, I" "electing ad$erti"ing #ediu#"
efore ad$erti"ing "uch an i#portant and crucial deci"ion efore an!thing. e", It i". Let"
under"tand ho'.
There are $ariou" #ediu#" for ad$erti"ing li*e ne'"paper", #againe", radio,
tele$i"ion, cine#a, outdoor, #oile internet, direct #ailer etc. E$er! #ediu# follo'" it"
o'n "et of cu"to#er", co"t and ad$antage". Differentiating et'een different #ediu#"
eco#e" e""ential to get the #a)i#u# ad$antage" of Co##unication, reach, pulic
acceptance, co"t ad$antage, uilding rand i#age, "'itching ailitie", acceptance and
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co"t, effecti$ene"" and (ualit! of add, co#patiilit! of ad 'ith the #ediu#, co#patailit!
'ith ti#e, "helf life, per"onaliation of #e""age, "hortco#ing" etc. E$er! #ediu#" rate"
differentl! on the "cale for ao$e thing" and thu" eing different on the a"i" of need"
and priorit! of u"ine"". Thu" our fir"t ojecti$e of the "tud! i" to under"tand all the
a$ailale #ediu#" of ad$erti"ing on the ao$e "aid a"pect".
After under"tanding different a$ailale #ediu#" of ad$erti"ing, It need" to e
co#prehended 'ith u"ine"" need" to deicide the "uitailit! of #ediu# according to
u"ine"" need", 'hich $arie" e)ten"i$el! fro# the "tage the co#pan! i" in to cu"to#er"
it i" targeting to the udget" it 'ant" to "pend. The $ariou" (ue"tion" 'hich e$er!
co#pan! "hould a"* efore choo"ing an ad$erti"ing #ediu# are
?hat are the long ter# ad$erti"ing ojecti$e" of the co#pan!
?hat re"pecti$e enefit" are the! e)pecting fro# there ad$erti"e#ent".
Are the! a'are of there target u!er". ?hether the! are *eeping it in #ind,
efore going in for a particular choice of ad$erti"ing #ediu#.
?hat pro#pt" the# to a particular ad$erti"ing #ediu# for there co#pan! F
Product. ?hether it depend" on "o#e out"ide agenc! or internal deci"ion".
Once, 'e ha$e under"tood the need" of ad$erti"ing ! $ariou" u"ine""e". There 'ould
e a co#parati$e "tud! for !ou to under"tand 'hich ad$erti"ing #ediu# i" "uitale to
'hat need" and 'hich u"ine"" can #a*e the #o"t effecti$e u"e of the "aid #ediu#.
Nothing" "ati"fie" #an than an intelligent rea"on or a logic. Once 'e ha$e actuall!
under"tood, 'hich #ediu# could e e"t for !our u"ine"". Our pri#e concern 'ould e
to *no' 'ere the"e choice" ju"tified. Thu" our ne)t "tep 'ould e to correlate the
correlate the effecti$ene"" of $ariou" ad$erti"e#ent" 'ith re"pect to the #ediu# u"ed
i.e Go' "ucce""ful a particular #ediu# i" to add on to an ad$erti"e#ent #eeting it"
ojecti$e".
Ga$ing under"tood all, not lea$ing an! "cope for a @'hat if "ituation. The "tud! ne)t
ai#" to co#parati$el! anal!e different ad$erti"e#ent ca#paign" of different o#panie"
under "a#e indu"tr! u"ing different #ediu#" for ad$erti"ing their product"
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After under"tanding all the ao$e *no'ledge on ad$erti"ing and choice of ad$erti"ing
#ediu#, the "tud! 'ould e inco#plete 'ithout under"tanding the con"u#er" re"pon"e
to ad$erti"ing on different #ediu#". Thu" the "tud! ne)t ai#" to "tud!ing the attitude of
people to ad$erti"ing on $ariou" #ediu#" and under"tanding 'hich re"pecti$e "eg#ent
of people are effected #ore ! 'hich #ediu# of ad$erti"ing.
C!apter # $iterature Revie
#%" Advertising
Ad$erti"ing i", according to &elch and &elch 1+04, an! paid for# of nonper"onal
co##unication aout an organiation, product, "er$ice, or idea ! an identified "pon"or.
?ell", &urnett, and %oriart! 1+4 clai# that ad$erti"ing i" nonper"onal "ince it i" a
for# of #a"" co##unication and define" ad$erti"ing a" nonper"onal co##unication
fro# an identified "pon"or u"ing #a"" #edia to per"uade or influence an audience.
&elch and &elch 1+04 "ugge"t that ad$erti"ing i" the e"t *no'n pro#otional tool "ince
it i" per"ua"i$e. It i" al"o a $er! i#portant tool for co#panie" 'ho"e product" and
"er$ice" are ai#ing to "ati"f! #a"" con"u#er #ar*et".
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Ad$erti"ing i" according to Telli" 1+04 an enor#ou" indu"tr! and the gro'th in
e)penditure" indicate" that the i#portance of ad$erti"ing i" not declining. The total
e)penditure" in the Hnited
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fact that ad$erti"ing i" e$er!'here re"ult" in critici"# fro# people and reinforce" the
re"i"tance to'ard" it. &elch and &elch 1+04 al"o ac*no'ledge the prole# 'ith clutter
and define it a" @the a#ount of ad$erti"ing in a #ediu#.
#%# T!e Advertising campaign
?hile it i" the purpo"e of all ad$erti"ing to create #ar*et recognition and
penetration 1lead"4, the ad" the#"el$e" often fail to produce profit" greater than the co"t
of the ad. In fact, #o"t co#panie" are "ati"fied if their ad" onl! return their co"t in
increa"ed gro"" "ale". The! #u"t count on #ultiple ad" and repeat u"ine"" to "ho' a
profit. Thi" i" the #ajor dra'ac* of #aintenance or flat re"pon"e ad$erti"ing.
To dra' a co##on analog!: It i" li*e tr!ing to har$e"t a crop the "a#e da! !ou plant the
"eed" in !our garden. The alternati$e to flat re"pon"e ad$erti"ing i" cu#ulati$e re"pon"e
ad$erti"ing or, a" it i" co##onl! *no'n, an ad$erti"ing ca#paign. To continue the
garden analog!, cu#ulati$e re"pon"e ad$erti"ing fir"t u"e" re"earch to "elect an
appropriate "ite 'ith fertile "oil 1#ar*et deter#ination4, plant" the "eed" 1foundation
ad$erti"ing4, and then 'eed", 'ater" and fertilie" 1de$elop#ental ad$erti"ing4 until the
garden egin" to flouri"h. Onl! after the garden ha" egun to #ature do !ou har$e"t the
crop 1#aintenance ad$erti"ing4. The effecti$ene"" of thi" approach i" #ea"ured ! the
cu#ulati$e re"pon"e ratio.
&efore "tarting a ca#paign, the co"t of a (ualified re"pon"e to a #aintenance ad #! run
et'een - and 8 for an indu"trial e(uip#ent purcha"er. After the ca#paign ha"
een e)ecuted, the co"t can drop to a" lo' a" - to 8 or achie$e a -:- cu#ulati$e
re"pon"e ratio for the identical #aintenance ad. At thi" ad$erti"ing co"t, it eco#e"
ea"ier to "ho' a net profit on the initial "ale.
$aying out your &arden
The fir"t "tep in preparing an ad$erti"ing ca#paign i" to target the right #ar*et and
"elect the #edia 'hich offer" acce"" to that #ar*et.
The ne)t "tep i" to create and place foundation ad$erti"ing 'hich announce" to the
greate"t nu#er of people that !our product e)i"t" and 'hat place it occupie" in the
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#ar*et. I" it the igge"t, the e"t, the lea"t e)pen"i$e Thi" eco#e" the product"
po"itioning "tate#ent and !our "elling propo"ition.
'lanting t!e (eeds
The ne)t pha"e of cu#ulati$e re"pon"e ad$erti"ing i" the preparation and place#ent of
de$elop#ental or "ale" uilder ad$erti"ing. Rather that "tating the "elling propo"ition,
the"e ad" target on *e! deci"ion #a*er", relate to their need" or *e! u!ing #oti$ation"
and offer the feature" and enefit" of !our product" to "ati"f! tho"e need".
=or target" 'here the *e! u!ing #oti$ation i" road a"ed, the ad" are u"uall! large,
four color proce"". In "ituation" 'here the target i" le"" than -M of audience, opti#u#
"pace 1-F+ or -F page4 lac* and 'hite ad" are u"ed. ?hile the le$el of re"pon"e i"
"o#e'hat higher fro# de$elop#ental ad$erti"ing than foundation ad$erti"ing, the
pri#ar! purpo"e i" long/ter# recognition of product enefit" 'ithin the target audience.
The re"pon"e can again e u"ed to further refine and target the ne)t pha"e of
ad$erti"ing %aintenance Ad$erti"ing.
)arvesting your Crop
&! the ti#e !our ad$erti"ing "trateg! enter" the #aintenance pha"e, !our the product
'ill ha$e de$eloped real and potential #ar*et". All that i" re(uired to turn an indi$idual
fro# the real #ar*et into a cu"to#er i" the infor#ation nece""ar! to #a*e a purcha"e
deci"ion. Thi" i" infor#ation "uch a" application, price or a$ailailit!.
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u"ine"" of ad$erti"ing and the co##it#ent that ?
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%anage#ent 'ill e forced to define "pecificall! 'hat each ele#ent of it" progra# i"
intended to acco#pli"h, in advance of actual ad$erti"ing e)po"ure.
An accurate feedac* "!"te# could e pro$ided to #anage#ent, a""i"ting the# in
unco$ering 'hat the ad$erti"ing progra#'or*ing in conjunction 'ith other #ar*eting
force"i" actually acco#pli"hing in the #ar*etplace.
%anage#ent 'ould e ale to u"e and to learn fro# e)perience 1oth "ucce""e" and
failure"4 in order to create #ore effecti$e co##unication" in the future.
#%, Information flo from advertiser to consumer and a realistic
program to measure advertising effectiveness
Infor#ation fro# $ariou" i#per"onal "ource" i" co##unicated to the con"u#er, eitherdirectl! or ! another per"on. Thi" #e""age i" affected ! #an! "utle !et #eaningful
$ariale" o$er 'hich the ad$erti"er ha" little control. =or e)a#ple, "e$eral "tudie" ha$e
illu"trated that the t!pe of #e""age pre"entation, the attitude" of the audience to the
tran"#itter 1'hether it i" #edia or hu#an4, the order of pre"entation, and the e#otional
"et of the audienceQ all "er$e to influence the effecti$ene"" of infor#ation, that i", all
infor#ation "upplied ! a $ariet! of "ource" and affected ! #an! different factor",
e$entuall! re"ult" in a product/related #e""age of "o#e *ind eing percei$ed ! the
con"u#er.
The reception of infor#ation directed to the con"u#er i" #erel! the eginning of the
co##unication" proce"". =urther#ore, there i" no certaint! that e$en thi" initial "tep of
the ad$erti"ing co##unication" proce"" 'ill e "ucce""ful. An ad$erti"ing #e""age 'ill
e recei$ed ! the con"u#er onl! if it i" tran"#itted through appropriate #edia. A
#e""age 'hich theoreticall! co##unicate" 'ell 1for e)a#ple, in a te"t "ituation it i"
re#e#ered and under"tood it i" "ucce""ful in changing or confir#ing attitude",
opinion", and preference"4 could ea"il! e ineffecti$e 'hen pre"ented ! inappropriate#edia.
E$en if appropriate #edia are u"ed and the con"u#er doe" eco#e e)po"ed to the
#e""age, it i" "till unreali"tic to e)pect that he 'ill u! the product at the fir"t
opportunit!. The #e""age #u"t fir"t attract the con"u#er" attention in "o#e 'a!
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1either con"ciou"l! or "ucon"ciou"l!4. Other'i"e, no #atter ho' 'ell/con"tructed and
ho' 'ell/tran"#itted, the #e""age 'ould e ineffecti$e a" an ad$erti"ing $ehicle. The
fact that con"u#er" retain onl! a ."#all portion of 'hat the! are actuall! e)po"ed
toeither ecau"e of an inailit! to retain all #e""age" or a lac* of de"ire to do "o
"ugge"t" that con"iderale attention "hould e gi$en to thi" prole#.
A""u#ing the "ale" #e""age i" recei$ed ! the con"u#er, and attract" hi" attention, the
#ar*eter "hould "till not e)pect change" in purcha"e eha$ior. The #e""age #u"t fir"t
influence change" in preference ! altering or "trengthening *e! attitude" and i#age"
aout the product. &oth in/theatre and (ue"tionnaire re"earch te"t" ha$e de#on"trated
the po""iilit! that a con"u#er #a! e e)po"ed to a #e""age 'ith no re"ultant change
in any i#age or attitude aout the product, #uch le"" a change in preference. The *e!
i""ue here i" the true saliency of the product #e""age fro# the con"u#er" point of
$ie', rather
than the effecti$ene"" 'ith 'hich the ad$erti"er co##unicated the product #e""age he
judged to e i#portant to con"u#er".
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"pecific #edia to 'hich con"u#er" ha$e recentl! een e)po"ed, and the fre(uenc! of
"uch e)po"ure.=or e)a#ple, one could carefull! ite#ie the "pecific #againe" read,
tele$i"ion "ho'" "een, or radio "ho'" heard.
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"ought #ight include "uch factor" a" product rand, "ie and a#ount u"uall! purcha"ed,
$ariou" u"e" and #ethod" of u"age, a" 'ell a" the con"u#er" current product in$entor!
on hand.
=. The t!pe of data de"cried ao$e can e u"ed onl! to #ea"ure 'hat the ad$erti"ing
for a product i" acco#pli"hing relative to it" co#petition. Go'e$er, it cannot tell the
#ar*eter the economic $alue of hi" current ad$erti"ing "trateg!. A" noted earlier, there
are a large nu#er of $ariale" 'hich #u"t e accounted for and controlled in order to
pro$ide thi" t!pe of infor#ation. The actual e)perience of "e$eral #anufacturer"Q
"ugge"t" that it i" po""ile to pro$ide #anage#ent 'ith a "erie" of ojecti$e indicator"
of ad$erti"ing" econo#ic $alue. The"e o"er$ation" #a! then e e)a#ined in light of
current #ar*et condition", go$ern#ent action", co#petiti$e acti$itie", and "o on, in order
to gain in"ight into a #ea"ure of ad$erti"ing" econo#ic $alue.
#%- &enerali.ations a/out advertising effectiveness in market
19ERARD . TELLI
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QAd$erti"ing ela"ticit!Q i" the percentage change in "ale" of a rand for a - percent
change in the le$el of ad$erti"ing. It i" free of an! unit".
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i" effecti$e in increa"ing "ale". Third, re"earcher" need to e cautiou" aout #odeling
ad$erti"ing re"pon"e. The! need to properl! control
for independent $ariale", carr!o$er effect", and #ultiplicati$e #odel". =ourth,
re"earcher" need to u"e data at the unit e)po"ure ti#e and correct for e"ti#ate" of
ela"ticit! if the! u"e #ore aggregate data 1Telli" and =ran"e", +5
52 RE(EARC) O+ A01ERTI(I+& 6EI&)T
Q?eightQ refer" to the le$el or inten"it! of the ad$erti"ing udget. T!picall!, the "tudie" in
thi" group e)a#ine the effect of difference" in ad$erti"ing udget acro"" ti#e period" or
region". The #ain focu" of "uch "tudie" i" to deter#ine 'hether an increa"e in 'eight
tran"late" into a proportional or profitale increa"e in "ale" of the ad$erti"ed product.
Re"earcher" ha$e carried out #ore than 08 #ar*et or field e)peri#ent" to a""e"" the
effecti$ene"" of ad$erti"ing. In "uch e)peri#ent", re"earcher" co#pare t'o or #ore
"i#ilar #ar*et", each of 'hich differ" ! a particular ad$erti"ing 'eight. In #o"t ca"e",
the e)peri#ent" la"t for "e$eral ti#e period" to enale the re"earcher" to get a"eline
"ale" efore the change in ad$erti"ing 'eight and a""e"" carr!o$er "ale" after the
change ha" een #ade. The"e e)peri#ent" $aried 'idel! in ti#e period, #ar*et",
product conte)t", ad$erti"ed rand", and change" in 'eight 1Telli", +0, +64.
&enerali.ations from advertising7eig!t studies
Re"earch fro# 'eight "tudie" lead" to the follo'ing "i) i#portant and "urpri"ing
finding":
S E$en if ad$erti"er" #a*e a ig increa"e or decrea"e in 'eight, "ale" do not increa"e or
decrea"e ! #uch.
S If ad$erti"er" #a*e cut" in 'eight, "ale" do not i##ediatel! decrea"e.
S If ad$erti"ing i" effecti$e, it" effect" are $i"ile earl! in the life of a ca#paign.
S Con$er"el!, if earl! ad$erti"ing i" ineffecti$e, then repetition 'ill not create or enhance
it" effecti$ene"".
S If ad$erti"er" #a*e change" in #edia, product, target "eg#ent", "cheduling, and
e"peciall! content of the ad$erti"ing, the! are #ore li*el! to cau"e change" in "ale" than
if the! #erel! change 'eight.
S ?here profitailit! of the ad$erti"ing ha" een a""e""ed, ad$erti"ing "ee#" to e
profitale le"" than half the ti#e.
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Implications
The"e re"ult" "ugge"t three i#plication". =ir"t, fir#" could e o$er/ad$erti"ing, not onl!
in the a#ount of ad$erti"ing the! do, ut al"o in u"ing the "a#e content, po"itioning",
product, #edia, and "chedule too long.
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=or #ature, fre(uentl! purcha"ed product", the opti#u# le$el of e)po"ure i"
relati$el! "#all, ranging fro# one to three e)po"ure" a 'ee*.
&rand lo!alt! #oderate" re"pon"e to ad$erti"ing e)po"ure", in that e"tali"hed
rand" ha$e an earlier and lo'er pea* re"pon"e to ad$erti"ing e)po"ure" than
ne'er rand".
&rand choice i" #ore re"pon"i$e to the nu#er of con"u#er" the ad$erti"e#ent
reache" than to fre(uenc! 'ith 'hich it i" repeated.
Implications
The"e finding" "ugge"t t'o i#plication": =ir"t, ad$erti"er" need to target lo!al u!er"
and nonu!er" of their product" 'ith differing le$el" of e)po"ure".
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S Con$er"el!, e#otional appeal" are #ore effecti$e late rather than earl! in a product"
life c!cle.
Implications
The"e finding" ha$e t'o i#portant i#plication" for ad$erti"er". =ir"t, to increa"e
effecti$ene"", ad$erti"er" "hould #odif! content #ore than increa"ing 'eight or
fre(uenc!.
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Roger G. &olin, cited in Ru""el G. Colle!, Defining Advertising Goals for
Measured Advertising Results 1Ne' or*: A""ociation of National Ad$erti"er",
-75-4, =ore'ord.4
ournal of %ar*eting. 2ol. , -7574.
C!apter * Introduction to different mediums of
Advertising
The pro#i"e of #edia ad$erti"ing i" great. It" an opportunit! for a rand to tell it" "tor!
directl! to the ulti#ate con"u#er. It" an opportunit! to uild a'arene"" and project a
po'erful rand i#age. It" an opportunit! to create and uild rand e(uit!. It" an
opportunit! to !pa"" the trade, an opportunit! to circu#$ent co#petitor". In actual
practice, ho'e$er, the pro#i"e of #edia ad$erti"ing I "eldo# realied. In fact, the
oppo"ite i" true. %edia ad$erti"ing i" proal! the #o"t inefficient, lea"t producti$e
e)penditure in the t!pical co#pan!" #ar*eting udget.
*%"Television Advertising
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Tele$i"ion ad$erti"ing pro$ide" a $er! po'erful $ehicle for deli$ering a #e""age aout
!our product or "er$ice to the 'ide"t audience po""ile. The $i"ual i#pact of $ideo
"i#pl! ha" a great ailit! to capture and hold the audience#ore "o than the #ore
"tatic #ediu#" of print or audio #edia. Although it #a! "ee# li*e a daunting ta"*, !ou
can 'rite and produce !our o'n co##ercial at a tele$i"ion "tudio, or at a local college or
high "chool that ha" an audio/$i"ual depart#ent. The co"t" of producing a fifteen/,
thirt!/, or "i)t!/"econd tele$i"ion "pot 'ill $ar! depending upon the "et", "pecial effect",
talent, e(uip#ent, and cre' nece""ar! to pull off !our concept.
The co"t for placing a tele$i"ion ad depend" upon the t!pe of "tation, the ti#e of da!
!our ad air", and the ad run fre(uenc!.
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E$er! ad$erti"ing #ediu# ha" characteri"tic" that gi$e it natural ad$antage" and
li#itation". A" !ou loo* through !our ne'"paper1"4, !oull notice "o#e u"ine""e" that
ad$erti"e regularl!. O"er$e 'ho the! are and ho' the! ad$erti"e their product" and
"er$ice". %ore than li*el!, their ad$erti"ing in$e"t#ent i" 'or*ing if it" "ellingV
(ome Advantages in +espaper Advertising
Al#o"t e$er! ho#e recei$e" a ne'"paper, either ! ne'""tand or ho#e deli$er!.
Reading the ne'"paper i" a hait for #o"t fa#ilie". And, there i" "o#ething for
e$er!od!: "port", co#ic", cro""'ord", ne'", cla""ified", etc. ou can reach certain
t!pe" of people ! placing !our ad in different "ection" of the paper. People e)pect
ad$erti"ing in the ne'"paper. In fact, #an! people u! the paper ju"t to read the ad"
fro# the "uper#ar*et, #o$ie" or depart#ent "tore".
Hnli*e ad$erti"ing on T2 and radio, ad$erti"ing in the ne'"paper can e e)a#ined at
!our lei"ure. A ne'"paper ad can contain detail", "uch a" price" and telephone nu#er"
or coupon".
There are #an! ad$antage" to ad$erti"ing in the ne'"paper. =ro# the ad$erti"er"
point/of/$ie', ne'"paper ad$erti"ing can e con$enient ecau"e production change"
can e #ade (uic*l!, if nece""ar!, and !ou can often in"ert a ne' ad$erti"e#ent on
"hort notice. Another ad$antage i" the large $ariet! of ad "ie" ne'"paper ad$erti"ing
offer". E$en though !ou #a! not ha$e a lot of #one! in !our udget, !ou can "till place
a "erie" of "#all ad", 'ithout #a*ing a "acrifice.
(ome 0isadvantages it! +espaper Advertising
Ne'"paper" u"uall! are read once and "ta! in the hou"e for ju"t a da!.
The print (ualit! of ne'"paper" i"nt al'a!" the e"t, e"peciall! for photograph".
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%an! of the "a#e QprintQ t!pe principle" 'hich appl! to ne'"paper ad$erti"ing al"o appl!
to #againe ad$erti"ing. The igge"t difference" are: %againe" are u"uall! 'ee*l! or
#onthl! pulication" in"tead of dail!. Ad$erti"ing #e""age" are #ore i#age/oriented
and le"" price/oriented. The (ualit! of the picture" and paper are "uperior to ne'"print.
Ad$erti"e#ent" in$ol$e color #ore often. The general rule that !ou can run the "a#e ad
/8 ti#e" 'ithin a ca#paign period efore it" appeal le""en" applie" to #againe
ad$erti"ing a" 'ell, e$en 'ith a #onthl! pulication.
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"hould e ta*en into account. The #ea"ure" de$eloped for tele$i"ion are not nece""aril!
appropriate for #againe".
%oreo$er, e)po"ure to a #againe ad i" under the reader" control, 'herea" e)po"ure
to a T2 co##ercial i" not in the $ie'er" control. Tele$i"ion and #againe
ad$erti"e#ent" are "tored in #e#or! in different 'a!". A T2 co##ercial tend" to e
held in the #ind a" a W"tor!. ?ith #againe ad$erti"e#ent" a higher proportion of
#e#orie" are "tored a" infor#ation aout the product rather than aout the ad it"elf.
Con"e(uentl!, a" a criterion of the ad$erti"ing efficienc! of #againe", #ea"uring
thea"orption of product #e""age" i" #ore rele$ant than ad a'arene"". Hnli*e
tele$i"ion, #againe" offer repeat e)po"ure" to the ad$erti"ing. The t!pical reader loo*"
at an a$erage page on #ore than t'o occa"ion".
*%, Cinema Advertising
Cine#a ad$erti"ing i" a d!na#ic #ediu# offering ad$erti"er" the opportunit! to reach
their target con"u#er" in a di"traction/free, co#pelling en$iron#ent. Ad$erti"er"
"ho'ca"e their rand" on an entertain#ent ac*drop and acce"" the "tar po'er that
dri$e" con"u#er" to theatre". Cine#a ad$erti"ing i" eco#ing a #ore e""ential,
"trategic part of the #edia plan, for #an! rand categorie". Con"u#er" are #ore li*el!
to con"ider and choo"e a rand 'hen in/cine#a ad$erti"ing i" part of the o$erall #edia
#i).%o$iegoer" 'ho "a' in/theatre ad$erti"ing are 00M #ore li*el! to re#e#er the ad
than con"u#er" 'ho "a' it on T2. Cine#a ad$erti"ing ha" longe$it!. Hp to one 'ee*
after "eeing co##ercial at the #o$ie", nearl! half of con"u#er" could na#e the "pecific
rand" the! "a' ad$erti"ed. In ter#" of reach, it i" lo'er than T2 ut in ter#" of i#pact
it i" around 8 ti#e" higher. There i" etter ROI on Cine#a a" a #ediu# 'hen co#pared
'ith tele$i"ion.
Cine#a attendance 'orld'ide ha" increa"ed rapidl! in recent !ear" and thi" gro'th
inttendance ha" "een a parallel increa"e in the utiliation of cine#a a" an ad$erti"ing
#ediu# 12al %organ Cine#a Ad$erti"ing, per"onal co##unication -7754.
In addition to the increa"ing reach of cine#a, "o#e re"earcher" ha$e argued that
cine#a po""e""e" a nu#er of ad$antage" 'hich #a*e it a #ore attracti$e #ediu#
than ha" hitherto een recognied 1"ee ohn"on -7;-4. In the onl! #ajor "tud! to
e)plore cine#a ad$erti"ing, ohn"on identified the high (ualit!, high re"olution
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pre"entation offered ! cine#a the Q"ocialQ a"pect of #o$ie going 'hich, he "ugge"ted,
en"ure" deci"ion/#a*er" $ie' ad$erti"ing in the co#pan! of purcha"e influencer" the
capti$e en$iron#ent of cine#a, and the lac* of clutter affecting the #ediu#, a" rea"on"
for it" increa"ing popularit!. Ge ac*no'ledged "o#e di"ad$antage", e"peciall! the
difficult! of uilding fre(uenc! 1although thi" i" ea"il! addre""ed through the u"e of other
#edia 'ithin a "pecific "chedule4 the lo'er reach 'hen co#pared to traditional
roadca"t #edia, and oo*ing con"traint". Go'e$er, de"pite the"e prole#", ohn"on
concluded that cine#a 'a" an under/utilied #ediu#.
*%- Radio Advertising
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Radio i" al"o a 'a! to "upport !our printed ad$erti"ing. ou can "a! in !our
co##ercial, Q
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S Increa"ing #oilit! of con"u#er" a" the! "pend #ore ti#e on the road 'hile
co##uting to and fro# place" of 'or* and rela)ation, in "pite of the increa"ing co"t of
fuel
S Increa"ing nu#er of 'or*ing indi$idual" per fa#il!, it"elf influenced ! an increa"ing
co"t of li$ing and life"t!le
=urther#ore, con"u#er" are increa"ingl! e)erting control of their purcha"e and
con"u#ption hait", de#anding the ad content that the! 'ant to "ee 'hen the! 'ant to
"ee it. The increa"ing clutter of ho#e/a"ed ad$erti"ing fro# a urgeoning nu#er of
T2 and radio channel", and a 'idening option of print #edia fro# #againe" to
ne'"paper", ha" #ade it difficult to #a*e purcha"e deci"ion" at ho#e. A" a re"ult, #o"t
con"u#er" are no' #a*ing "uch deci"ion" out/of/ho#e, at that #o#ent in ti#e
i##ediatel! efore the point of purcha"e.
*%= 0irect Mail
?hat #a*e" QdirectQ #ail different than regular #ail Nothing. It" ju"t a 'a! the
ad$erti"ing 'orld de"crie" a pro#otional #e""age that circu#$ent" traditional #edia
1ne'"paper, radio, T24 and appeal" directl! to an indi$idual con"u#er. H"uall! through
the #ail, ut other carrier" al"o participate.
Direct #ail #a! e u"ed #ore than !ou thin*.
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co#pan! in !our area that 'ould happ! to con"ult 'ith !ou on !our need". If not,
there are a nu#er of national #ailing li"t" a$ailale.
0. =or a""e#l!, addre""ing and #ailing !our project, !ou al"o ha$e the choice of
doing it !our"elf or locating a #ailing "er$ice co#pan! to do it for !ou. A" the
nu#er" of !our direct #ail piece" increa"e, the #ore practical it i" for !ou to
enli"t "uch an organiation for a""i"tance. The! al"o are $er! good at getting !ou
the lo'e"t po"tal rate".
8. Con"ider u"ing a "elf/addre""ed repl! card or en$elope to "trengthen return. H"e
a &u"ine"" Repl! Po"tage Nu#er on the en$elope and !oull onl! pa! for the
card" 'hich are "ent ac* to !ou.
The le""ing 1or cur"e4 of direct #ail i" that there are no "et rule" for for# or content.
The ta"* of deciding 'hat !our #ailing "hould ha$e a" content, it" de"ign and it"
#e""age1"4 i" up to !ou. Go'e$er, re#e#er to attract the reader" attention 'ith color
and creati$it!. H"e clear, co#fortale 'riting and #a*e !our appeal ea"! to re"pond.
And of cour"e, coordinate the #ailing 'ith other ad$erti"ing #edia if !ou are al"o u"ing
the# in the "a#e ca#paign. It can "ignificantl! increa"e the potential return.
*%> (pecialty Advertising
Q9i$ea'a!"Q // the pencil", pen", utton", calendar" and refrigerator #agnet" !ou "ee
e$er!da! // are called Q
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The"e are oth long/ter# ad$erti"ing in$e"t#ent" that can ta*e #onth" or !ear" to turn
into actual "ale".
=ir"t, "elect the e"t ite# that 'ould tell !our "tor! #o"t effecti$el!. ?hile an accountant
can gi$e a'a! an ine)pen"i$e calculator, the "a#e ite# #a! not e ideal for ahairdre""er. A co# or ru"h #ight e #ore appropriate in that ca"e.
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po""ile 'a! and uild the long ter# relation" 'ith the#. Ad$erti"ing toda! i" an
i#portant ite# on the top #anage#ent agenda. The fore#o"t rea"on, of cour"e, i" the
increa"e in "ie of ad$erti"ing e)penditure". In #an! ca"e", ad$erti"ing ha"eco#e the
third, "econd, and in a fe' ca"e", the large"t ite# in the corporate udget. 3eener
co#petition, together 'ith e)panded plant capacit!, ha" forced a greater reliance on
ad$erti"ing to #aintain or increa"e $olu#e and profit.
E$er! u"ine"" in$e"t" huge a#ount of ti#e and #one! on it" ad$erti"ing ut the
prole# ari"e" 'hen it fail" to deli$er re"ult.
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Qdo 'ithout,Q the! are al"o the #ediu# 'hich pro$ide" the e"t "ource of infor#ation on
durale good" in their opinion.
Thu", the goal of the "tud! i" to under"tand ho' the right choice of #edia can actuall!
help in getting #a)i#u# po""ile enefit" fro# ad$erti"ing. E$er! #ediu# of ad$erti"ing
carrie" it" o'n re"pecti$e enefit, it" o'n "et of lo!al audience and it" o'n different chief
characteri"tic". Thu", at "o#e point of ti#e" co#panie" ha$e no a$ailale criteria, to
judge, 'hich #ediu# 'ould e #o"t effecti$e to "ol$e their re(uired purpo"e than
udget a" a con"ideration. The particular "tud! ai#" to under"tand e$er! a"pect of the
different #ediu# and correlate it 'ith $ariou" need" of the u"ine"".
,%# O/?ectives of t!e (tudy
The re"earch i" done fro# t'o per"pecti$e" that are fro# the co#pan! per"pecti$e a"
'ell a" the con"u#er per"pecti$e.
The pri#e ojecti$e of the "tud! fro# the u"ine"" per"pecti$e are "tated a" follo'
-4 To under"tand ad$erti"ing for u"ine""e".
+4 To under"tand and e)plore different a$ailale #ediu#" of ad$erti"ing for
u"ine""e".
4 To under"tand the pri#ar! ojecti$e" and need" for ad$erti"ing of $ariou"
u"ine""e" 1'.r.t. "elect indu"trie"4.
04 To under"tand the
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+4 To under"tand 'hich re"pecti$e "eg#ent of people i" affected #ore ! 'hich
#ediu# of #ar*eting.
,%* Researc! Met!odology
Re"earch #ethod" are u"ed to pro$ide a "!"te#atic approach to re"earch and help" in
ordering the data collected in order to e to anal!e it and conclude 'hether it an"'ered
a particular (ue"tion or not. There are a"icall!, t'o t!pe" of re"earche", Pri#ar!
re"earch and "econdar! re"earch. ?e ha$e u"ed oth the re"earche" in our "tud!. Our
pri#ar! re"earch "upport" the *no'ledge and curio"it! ehind our "econdar! re"earch.
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pha"e of gro'th fro# "tart up to gro'th to #aturit! and thu" e ha$ing different
ad$erti"ing need" li*e ROI or i#age uilding etc.To under"tand 'hich re"pecti$e need i"
#et ! 'hich particular #ediu# of ad$erti"ing
,%,%" (ample Frame
The di$er"e "et of ; to - co#panie" 'a" inter$ie'ed fro# different indu"trial "ector for
the "aid re"earch. Co#panie" fro# different pha"e" of gro'th fro# "tart/up to gro'ing
to #ature organi"ation" 'ere inter$ie'ed for the re"earch. Co#panie" ha$ing di$er"e
u"ine"" need" fro# "ale", ROI, relation"hip uilding, rand uilding, Infor#ation
Pro$iding etc "o a" to get the clear picture a" to 'hat are the need" of the di$er"e "et of
organi"ation".
,%,%# Met!od of Researc!
There are generall! t'o t!pe" of re"earch #ethod", (uantitati$e and (ualitati$e. The"e
#ethod" can e u"ed together or "eparatel!, one "hould choo"e the #ethod #o"t
appropriate to the purpo"e of the the"i" 1Cantler, -77+4. The t'o approache" #ainl!
differ in ho' to collect and anal!e data. >uantitati$e #ethod i" focu"ing on "tati"tical
in"tru#ent" and ho' to pro$e relation" et'een different $ariale" =urther#ore, it i"
characteried ! a large "a#ple 'hich i" e)a#ined $ia for#", "tati"tical #ethod" and
anal!"i" of the data. An ad$antage of (uantitati$e re"earch i" the high degree of
ojecti$it! and due to the large "cope of o"er$ation" it i" po""ile to #a*e
generaliation". >ualitati$e #ethod on the other hand, #ean" re"earch that generate"
de"cripti$e data 1Ta!lor J &ogdan, -7;04. It i" "aid that the (ualitati$e #ethod reflect"
upon "o#ething and that the data collection in thi" #ethod i" focu"ing on "o called @"oft
data. The purpo"e of the the"i" i" to get indu"tr! opinion" and anal!e the#, Thu"
>uantitati$e #ethod 'a" u"ed.
=ollo'ing Re"earch #ethod" 'ere u"ed
>ue"tionnaire": The (ue"tionnaire 'a" $er! i#portant a"pect of re"earch 'or*.
The (ue"tionnaire 'a" con"tructed for the indu"tr! and co#pan! people, to get
their opinion", 'hich could further e anal!ed and could help further in finding"
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The t!pe of (ue"tion" u"ed in the (ue"tionnaire 'ere
- De#ographic >ue"tion
- %ultiple choice (ue"tion 'ith "ingle choice
- %ultiple choice (ue"tion 'ith #ultiple choice
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?hat #ediu# of ad$erti"ing i" e#plo!ed ! the u"ine"" according to their
need" and e)pectation" Go' apt that #ediu# i" in #eeting the need" of the
u"ine"".
Go' do the! thin*, the re(uired #ediu# i" helping u"ine""e" achie$e theirtarget "et of cu"to#er" and are the! "ati"fied 'ith their current choice of #ediu#.
?ho pro#pt" the# to a particular #ediu# of ad$erti"ing ?hether it i" a higher
#anage#ent deci"ion or #ar*eting depart#ent decided or it 'a" "o#e out"ide
agenc!.
,%- Researc! Met!od4 Consumer 'erspective
The re"earch 'ith con"u#er" 'a" e)tre#el! i#portant for thi" "tud!. The rele$ance of
audience criteria to #edia co#pari"on" hinge" on the a""u#ption that #edia
effecti$ene"" i" a function of the e)tent to 'hich audience" po""e"" characteri"tic"
predicti$e of the future purcha"e of ad$erti"ed ite#". ?hich further ha" $ariou" a"pect"
to it li*e li*eline"" to'ard" a particular #ediu# of entertain#ent, 'hat uild" #ore tru"t
in"ide a con"u#er, or 'hat i" #o"t action focu"ed etc. Thu" a re"earch 'a" carried out
to "tud! the eha$ioral a"pect" of con"u#er" in conte)t of their re"pon"e" to $ariou"
#ediu# of ad$erti"ing.
,%-%" Met!od of Researc!
The #ethod u"ed for the re"earch 'a" >ue"tionnaire". =or the purpo"e of "aid
re"earch, three different (ue"tionnaire" 'ere de"igned ha$ing different ojecti$e" each.
The (ue"tion" u"ed in the (ue"tionnaire 'ere
De#ographic >ue"tion"
%ultiple choice (ue"tion" 'ith one an"'er
%ultiple choice (ue"tion 'ith #ultiple an"'ere"
Rating "cale"
Open ended, "ingle te)to) (ue"tion"
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,%-%# (ample Frame4
The
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Attitude
Irritailit!
8uestionnaire #4
The "aid >ue"tionnaire 'a" u"ed to get people" opinion" on different a"pect" of
ad$erti"ing in different #ediu#", a little #ore in detail than the pre$iou" (ue"tionnaire.
9rilling the# #ore on their opinion" on the different #ediu#".
8uestionnaire *:
The ai# of (ue"tionnaire 'a" to get the opinion" of people on tele$i"ion a" the
#ediu# of ad$erti"ing and the rand , That get" an edge o$er other" on ad$erting on
tele$i"ion. A" tele$i"ion i" "till the #a"" #edia of ad$erti"ing in India.
C!apter - Analysis and Interpretations
-%" Consumer Researc! Analysis
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Con"u#er re"earch anal!"i" carrie" the anal!"i" of all the re"earch done upon
con"u#er", to get their opinion" and #ap their eha$iour" 'ith re"pect to ad$erti"ing
and the different #ediu# of ad$erti"in". E$er! (ue"tion a"*ed had a purpo"e in #ind,
'hich 'ill e e)pleined in the anal!"i" part 'ith the re"ult"
-%"%" 8uestionnaire " 4 5e!avioural testing of consumers on different
Advertising Mediums
Tele$e"ion 'a" the #o"t $ie'ed #ediu# of entertain#ent for people, according to
the#, follo'ed ! radio, ne'"paper, #againe and tra$elling.
In thi" "ur$e!, The "tud! 'a" conducted on all the follo'ing Ad$erti"ing #ediu#":
Tele$i"ion
Ne'"paper
Outdoor
Radio
Direct %ail
Internet
In the "tud!, the con"u#er" 'ere a"*ed to ran* the"e #ediu#" on follo'ing factor" on a8 point li*ert "cale
Entertaining
Infor#ational
Reference to purcha"e and Tru"t'orth!
%o"t Irritating.
The re"ult" of the people are "ho'n and di"cu""ed a" follo'"
A% Television Advertising
(trongly
Agree
Agree +eit!er
agree nor
0isagree (trongly
0isagree
Rating
Average
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disagree
Entertaining M M +M -M -M +.0
Informational 8M 88M +M +M M +.88
Reference to
'urc!ase
and
Trustort!y
M -M 08M 0M 8M .0
Irritating -M M 8M +8M M +.68
Interpretations4
According to people, a" rating a$erage of entertaining in tele$i"ion
ad$erti"ing i" #ini#u# i.e. +.0. Thu" people find tele$i"ion to e #o"t
entertaining fro# a#ong"t e$er!thing
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(trongly
Agree
Agree +eit!er
agree nor
disagree
0isagree (trongly
0isagree
Rating
Average
Entertaining +M 8M M -8M +.0
Informational +M 8M +8M 8M +.-8
Reference to
'urc!ase
and
Trustort!y
-M 8M +8M +8M 8 +.;
Irritating M -M 08M 08M .8
Interpretations4
People found Ne'"paper and #againe ad$erti"ing a" the #o"t infor#ational
ad$erti"ing, a" the rating a$erage for it i" lo'e"t that i" +.-8
=ollo'ed ! infor#ational, Ne'"paper ad$erti"ing 'a" found to e entertaing
! the people follo'ed ! the rating of +.0
After infor#ational and entertaining, Ne'"paper and #againe ad$erti"ing
'a" al"o found to e a rference to purcha"e and tru"t'orth!.
People found ne'"paper and #againe ade$erting to e lea"t irritating.
Ne'"paper and #againe ad$erti"ing ha$e perfect co#po"ition of all the co#ponent". It
i" lea"t irritating, a" con"u#er 'ill onl! e "eeing it, if he 'ant" to. It i" e$en found to e
#o"t infor#ational #ediu# and co#plete infor#ation further generate" tru"t a#ong"t
the #ind" of con"u#er".
Thu", Ne'"paper and #againe ad$erti"ing "hould ne$er e left fro# the co#apn!Z"
ad$erti"ing ca#paign a" it i" found to e a reference to purcha"e and a tru"t'orth!
#ediu#.
C% Outdoor Advertising
(trongly
Agree
Agree +eit!er
agree nor
disagree
0isagree (trongly
0isagree
Rating
Average
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Entertaining +-.-M 5.+M -8.;M M M -.78
Informational 8.M 0+.-M +5.M +5.M M +.60
Reference to
'urc!ase
andTrustort!y
M -.5M -.5M -.5M 8.M .--
Irritating M 8.M 06.0M 06.0M M .0+
Interpretations4
Outdoor Ad$erti"ing 'a" found to e the #o"t entertaining ! the people fro#
a#ong"t all other character"tic", a" it got the lea"t rating a$erage i.e. -.78
There after, 'ith the rating a$erage of +.60, outdoor ad$erti"ing 'a" al"o
found to e infor#ational after entertaining After entertainng and infor#ational, people ran*ed outdoor ad$erti"ing a" a
refernce to purcha"e and tru"t'orth!, Ta*e the e)a#ple of outdoor ad" of
$ariou" T2 "erial", it #oti$ate" the trial" a#ong"t the u"er".
Outdoor ad$erti"ing, a" li*e ne'"paper and #againe ad$erti"ing 'a" found
to e lea"t irritating.
Thu" outdoor ad$erti"ing can e u"ed for initiating fir"t ti#e trial" a#ong the u"er".
0% Radio
(trongly
Agree
Agree +eit!er
agree nor
disagree
0isagree (trongly
0isagree
Rating
Average
Entertaining -M 8M -8M +M +M .8
Informational 8M 8M +8M -8M +M .-
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Reference to
'urc!ase
and
Trustort!y
M -M 8M +8M -8M .08
Irritating 8M -M 08M +8M -8M .8
Interpretations4
Radio ad$erti"e#ent" fro# a#ong"t all the character"tic", 'a" found to e
#ore entertaing 'ith the rating a$erage of .8. &ut if the rating a$erage of
entertainig in radio ad$erti"e#ent" i" co#pared 'ith all other #ediu#, It i"
highe"t. That "ho'" Radio i" found lea"t entertaing, if co#pared to an! other
#ediu#. =oll'ed ! entrtaining, Radio ad" 'a" found to e infor#ational
Reference to Purcha"e ca#e third in con"u#er opinion 'ith the rating
a$erage of .08
La"tl! ca#e irritating 'ith the a$erage of .8
Radio Ad" ha" the highe"t rating a$erage fro# a#ong"t all other #ediu#".That
"ho'" the lea"t popularit! of radio ad" fro# a#ong"t alll other #ediu#". People
li*e li"tening to the radio ad" the lea"t.
E% 0irect Mail Advertising
(trongly
Agree
Agree +eit!er
agree nor
disagree
0isagree (trongly
0isagree
Rating
Average
Entertaining +8M -M M +8M -M +.;8
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Informational -8M M +8M +8M 8M +.68
Reference to
'urc!ase
and
Trustort!y
8M -M 0M 8M -M .8
Irritating +M -8M 8 +M -M +.;8
Interpretations4
Direct #ail ad$erti"ing fro# a#ong"t all the character"tic" 'a" found to e
#o"t infor#ational 'ith rating a$arage of +.68. Direct ad$erti"ing i"
infor#ational a" the pri#e purpo"e of iit i" to pro$ide infor#ationa and uildrelation".
=ollo'ed, ! infor#ational, people found it entertaing 'ith the rating a$erage
of +.;8
People al"o find it le"" irritating, 'ith the rating a$arage of .;8. A" thi" i" the
onl! #ediu# of ad$erti"ing, acce""ing 'hich i" co#pletel! in !our hand".
F% Internet Advertising
(tronglyAgree
Agree +eit!eragree nor
disagree
0isagree (trongly0isagree
RatingAverage
Entertaining -8M +8M 0M +M M +.58
Informational -8M 5M -8M -M M +.+
47
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Reference to
'urc!ase
and
Trustort!y
-M +M 0M +M M +.;
Irritating 8M +8M 8M +8M 8M .
Interpretations4
=ro# a#ong"t all the character"tic", Internet ad$erti"ing 'a" found to e #o"t
infor#ational, 'ith rating a$erage of +.+. =ollo'ed ! entertaining, It 'a" found to e
infor#ational 'ith the rating a$erage of +.58. Thereafter a" a reference to purcha"e and
tu"t'orth! 'ith the rating a$erage of +.;. La"tl! it 'a" found to e irritational 'ith the
rating a$erage of ..
(ummary of 8uestionnaire "4
Co#ined rating a$erage "cale for all #ediu#"
Tele$i"ion
Ad$erti"ing
Ne'"paper
and
%againe
Outdoor
Ad$erti"ing
Radio
Ad$erti"ing
Direct %ail
Ad$erti"ing
Internet
Ad$erti"ing
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Ade$erti"ingEntertaining +.0 +.0 -.78 .8 +.;8 +.58
Informational +.88 +.-8 +.60 .- +.68 +.+
Reference to
'urc!ase and
Trustort!y
.0 +.; .-- .08 .8 +.;
Irritating +.68 .8 .0+ .8 +.;8 .
Interpretations4
"2 The li"t of all the #ediu#" i" gi$en, co#pared to e a" #o"t entertaining to
lea"t entertaining a" "ur$e!ed according to the re"earch
Outdoor Ad$erti"ing -.78 777777 MostEntertaining
Tele$i"ion Ad$erti"ing +.0Ne'"paper and #againe
Ad$erti"ng
+.0
Internet Ad$erti"ing +.58Direct %ail Ad$erti"ing +.;8
Radio Ad$erti"ing .8 7777777 $eastEntertaining
#2 The li"t of all the #ediu#" i" gi$en, co#pared to e a" #o"t infor#ational to
lea"t infor#ational a" "ur$e!ed according to the re"earch
Ne'"paper and #againe
Ad$erti"ng +.-8
777777Most Informational
Internet Ad$erti"ing +.+
Tele$i"ion +.88+.60
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Outdoor Ad$erti"ingDirect #ail ad$erti"ing +.68
Radio Ad$erti"ing .- 7777777 $east Entertaining
*2 The li"t of all the #ediu#" i" gi$en, co#pared to e a" #o"t tru"t'orth! to
lea"t tru"t'orth! a" "ur$e!ed according to the re"earch
Ne'"paper and %againe
ad$erti"ing
+.; 777777 Most Trustort!y
Internet Ad$erti"ing +.;Outdoor Ad$erti"ing .--
Direct #ail Ad$erti"ing .8
T2 Ad$erti"ing
.0
Radio Ad$erti"ing .08 77777 $east Trustort!y
,2 The li"t of all the #ediu#" i" gi$en, co#pared to e a" #o"t irritating to lea"t
irritating a" "ur$e!ed according to the re"earch
Tele$i"ion Ad$erti"ing +.68 777777Most Irritating
Direct #ail Ad$erti"ing +.;8Internet Ad$erti"ing .
Ne'"paper and #againe
ad$erti"ing
.8
Radio Ad$erti"ing
.8
Outdoor Ad$erti"ing .0+ 777777 $east Irritating
-%"%# 8uestionnaire # 4 5e!avioural testing of consumers on different
Advertising Mediums 7#
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The purpo"e of thi" >ue"tionnaire 'a" to further under"tand con"u#er eha$iour 'ith
regard to different ad$erti"ing #ediu# after under"tanding it through (ue"tionnaire -.
Question 1 How frequently you are in your news paper or magazine reading
habits?
Interpretations4
The ao$e (ue"tion 'a" a"*ed to under"tand the ne'"paper and #againe reading
hait" of people.
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Interpretations4
After under"tanding the reading hait" of ne'"paper" and #againe" ! the people
and under"tanding ho' #uch people are acce""ile to a particular ad$erti"ing #ediu#.
It 'a" under"tood that, 'heteher the"e ad$erti"e#ent" gra the attention of people or
not.
According to the rea"earch,
Near to +8M of people "aid !e", ne'"paper ad$erti"ing gra their attention.
And 5 M of people "aid,
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Question 3 !!ording to you, Had your pur!hase de!ision ever depended on
the ds you saw in the newspapers or magazines?
Interpretations4
After "tud!ing the acce""iilit! and attention graing of ne'"paper", it 'a" "tudied that
'hether all thi" lead" to purcha"e or not. That i" 'hether the people" purcha"e deci"ion
depend" on the add the! "ee in ne'"paper or not.
The re"ult i" "till on the po"iti$e "ide" a" #ore than ;M of people "a!" that e" and
"o#eti#e" their purcha"e deci"ion depend" on the Ad" eing "een ! the# in tele$i"ion
and ne'"paper #againe"
Question " How frequently you listen to #adio in a day?
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Interpretations4
The ao$e (ue"tion 'a" a"*ed to "ee, ho' fre(uentl! doe" a per"on li"ten" to radio in a
da!.
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Interpretations4
After "eeing, ho' #uch people are acce""ile to radio ad", the ne)t part of the re"earch
'a" to "ee, 'hich t!pe of radio ad" lea$e" #ore tru"t in the #ind" of the people.
%o"t of the people opted pro#otional ad" a" the factor that generate" #o"t tru"t
in their #ind. The nu#er 'a" M.
Re"t, there 'a" e(ual poling of ++.8M for all other t!pe" of ad" i.e. Ad" pro$iding
infor#ation, entertaining ad" and ad" ha$ing "che#e" and offer".
Thi" "ho'" that radio ad", can dige"t a lot of di$er"it! in it. And different people ha$e
different ta"te for radio ad". And #o"t of 'hich generate" tru"t in their #ind".
Question & Does your opinion improves on a parti!ular brand on seeing it
advertised frequently at outdoor lo!ations li'e metro(s or billboard
advertisements et!)?
Interpretations4
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The purpo"e of ao$e (ue"tion 'a" to under"tand fro# the people, ho' effecti$e it i" to
ad$erti"e in Outdoor ad", and 'hether it "ol$e" the purpo"e, it i" for or not.
Thu" people 'ere a"*ed to tell, 'hether their opinion i#pro$e" on a particular rand on
"eeing it ad$erti"ed again and again at outdoor location" or not. The re"earch "ho'":
%ore than +M of people "aid that, !e" their opinion ha" changed on a particular
rand on "eeing it ad$erti"ed again and again at outdoor location".
Near to 08M people "aid that, "o#eti#e" their opinion change" on "eeing a
particular rand eing ad$erti"ed again and again at outdoor location".
Near to ++.8 people "aid that their opinion ha" rarel! changed on "eeing a
particular rand again and again eing ad$erti"ed on outdoor location".
Le"" than -M per"on "aid that their opinion ha" ne$er changed.
On a po"iti$e note, %ore than 5M of people 'ere on the "ide that their opinion ha" e$er
changed on "eeing a particular rand again and again eing ad$erti"ed on outdoor
location" li*e #etro o illoard ad$erti"ing.
8uestion < According to you@ from t!e folloing c!aracteristics@ !at
leaves most impact on you it! respect of direct mailer received as
advertisements
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Interpretations4
The ao$e (ue"tion 'a" a"*ed to "ee, On 'hat a"pect, Direct #ail lea$e" #o"t effect
on people.
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Interpretations4
La"t (ue"tion 'a" to "ee, 'hich #ediu# according to people con$e!" it" #e""age
perfectl! to the# 'ithout 'a"ting their ti#e. To 'hich re"ult" are a" follo'":
%a)i#u# people, I.e. near to M of people "aid that, Ne'"paper i" the #ediu#
that con$e!" it" #e""age to the# 'ithout 'a"ting their ti#e.
=ollo'ed ! tele$i"ion, near to +- M people opted tele$i"ion a" #ediu# of
ad$erti"ing that con$e!" it" #e""age perfectl! to people.
Internet and ad$erti"ing 'ere #ore or le"" on "a#e "tand in people" e!e a"
#ediu# of ad$erti"ing that con$e!" it" #e""age perfectl!.
Thereafter co#ing radio ad$erti"e#ent" eing con$e!ing it #e""age perfectl! at
--M
La"tl! people opted for direct #ailer and #againe". The choice here i" le""
ecau"e not e$er! one ha" acce"" to the"e #ediu#" of ad$erti"ing.
2arit! in people" choice in the #ediu# of choice of ad$erti"ing that con$e!" it"
#e""age perfectl! 'ithout 'a"ting their ti#e, "ho'" difference" in people" ta"te and
choice".
-%"%* 8uestionnaire * 5e!avioral Testing on television Advertising
A", Tele$i"ion i" "till a #a"" #edia of entertain#ent in India and one of the e"t 'a! to
ad$erti"e !our co#pan! and rand. Thu" 'e decided, to "tud! con"u#er eha$ior on
tele$i"ion a" #ediu# of entertain#ent and ad$erti"ing.
Question 1 +ame the first brand and produ!t !ategory that !omes to your
mind on listening of elevision dvertising?
-nterpretations.
The purpo"e of ao$e (ue"tion 'a" to "ee
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?hich rand or product co#e" to their #ind fir"t, 'hen the! hear of T2
Ad$erti"ing.
?hat t!pe of co#pan! or product" are e"t to e ad$erti"ed on T2, a" people
re#e#er" the# fir"t, 'hen it co#e" to tele$i"ion ad$erti"ing
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The"e are "o#e of the ad" that ha" uild their relation" 'ith #a"" pulic through
the u"e of thi" #a"" #edia i.e. tele$i"ion.
Question 2 /uggest the names of $ su!h brands or produ!ts whose buying
de!isions were based on you(re wat!hing its television advertisement?
Interpretations4
The ao$e (ue"tion 'a" a"*ed, "o a" to "tud!, on "eeing 'hich product"
ad$erti"e#ent" on tele$i"ion doe" the people feel #oti$ated to u! it.
?hich product categorie" are #o"t "ucce"" full to e ad$erti"ed on Tele$i"ion
Let" ha$e a loo* on "o#e of the an"'er":
First c!oice options4
No*ia, L9, A#'a!, %aruti, %oile, 2odafone, &ingo, Airtel,
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(ome analysis on t!e c!oices of people4
%o"t of the categorie" of purcha"ed good" 'ere, Con"u#er good", =%C9,
Electronic", %oile Phone", Co"#etic" etc.
%oile phone" li*e
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Ne)t (ue"tion 'a" to under"tand the tele$i"ion 'atching hait" of people. After
under"tanding ho' #uch the! 'atch tele$i"ion, it i" under"tood that ho' #uch the!
'atch ad$erti"e#ent" on tele$i"ion".
The An"'er" to the ao$e "ur$e! are "ho'n a" follo'":
Near to 8M of people enjo! 'atching tele$i"ion Ad" "a#e a" T2 "ho',
"urpri"ingl! that i" a good a#ount of nu#er.
%ore than +8M people "aid, the! enjo! 'atching Tele$i"ion ad" in the #iddle of
the "ho'".
?here a" near to +M of people "aid that the! rarel! 'atch T2 Ad".
And La"tl!, Again near to +M people "aid that the! ne$er 'atch Tele$i"ion"
Ad".
The Po"iti$e part 'a" that near to 5M people "ur$e!ed enjo! 'atching Tele$i"ion Ad".
Question" Do you tentatively wat!h television advertisement for ma'ing
your pur!hasing de!isions or 0ust have to wat!h for any random reason?
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Interpretations4
The ao$e (ue"tion 'a" a"*ed ho' action oriented a tele$i"ion ad$erti"e#ent can
eco#e. To 'hich le$el can tele$i"ion ad$erti"ing can eco#e a reference of
purcha"e for people. The an"'er" to the "ur$e! are "ho'n a" follo'":
Onl! -M of people tentati$el! 'atch tele$i"ion ad$erti"ing for #a*ing their
purcha"e deci"ion. &ut that i" al"o a good nu#er ecau"e, it" leading to "ale".
%ore than 8M people "aid, the! 'atch tele$i"ion ad$erti"ing occa"ionall! to
#a*e their purcha"e deci"ion.
Near to M people "aid, the! rarel! 'atch tele$i"ion ad$erti"ing to #a*e their
purcha"e deci"ion.
And, -M of people ne$er 'atch tele$i"ion ad$erti"ing to #a*e their purcha"e
deci"ion.
On a po"iti$e note, near to 5M of people 'atch tele$i"ion ad$erti"ing to #a*e their
purcha"e deci"ion. And a "#all nu#er of - M ne$er 'atch tele$i"ion
ad$erti"ing to #a*e their purcha"e deci"ion.
Question $ lease ti!', whi!h !ategory of produ!ts is most trustworthy
to buy after wat!hing television dvertisements?
63
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Interpretation4
The ao$e (ue"tion 'a" a"*ed to "ee, 'hich categor! of product i" #o"t tru"t'orth! to
u! after 'atching tele$i"ion ad". The re"ult" are di"pla!ed a" follo'":
%a)i#u# nu#er of people i.e. %ore than +8 M of people "elected oth Go#e
electronic good" and &eaut! and G!giene product". The re"ult i" in #atch 'ith
the rand" "elected in the fir"t (ue"tion, i.e. 'hat product" ha$e the! purcha"ed
influenced ! tele$i"ion ad$erti"ing. In that re"earch al"o, product felt in "a#e
categor!.
Topping the chart "econd i" =%C9 good" ! -;M.
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The (ue"tion 'a" a"*ed to "ee 'hat characteri"tic in ad" pro$ide" #o"t tru"t in the
#ind" of people 'hen it co#e" to action". The re"ult" of the re"earch are "ho'n a"
follo'":
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Interpretations4
The purpo"e of ao$e (ue"tion 'a" to a"*, ho' the co#panie" under"tand" the need of
ad$erti"ing in their u"ine"". E$er! u"ine"" ha" different ad$erti"ing need",
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+M of people "aid, the! go for ad$erti"ing "o#eti#e" and it i" #o"tl! goal
dri$en.
+M of people opted that the! #a! need ad$erti"ing in their u"ine"" 'hene$er
"pecificall! needed.
=inall!, +M of co#pan! "aid that the! ne$er need ad$erti"ing in their u"ine"".
The particular re"pon"e" are a"ed on the different need" of co#panie".
Question 2 %hi!h hase, would you !urrently pla!e your business in?
Interpretations4
67
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68/88
The ao$e (ue"tion 'a" a"*ed to under"tand, that 'here the co#panie" eing
inter$ie'ed "tand in their pha"e" of gro'th. The re"pon"e" to the "ur$e! are "tated a"
follo'":
%ajorit! of co#pan! i.e. 0M inter$ie'ed 'ere gro'ing organiation".
Re"t, there 'a" eing *ept an e(ual proportion of di$er"it! in inter$ie'ing the
co#panie" i.e. +M of the co#panie" 'ere "tartup", =urther +M 'ere %ature
ut "till gro'ing organiation". La"t ut not the lea"t, +M of the organiation"
'ere #ature organiation".
Thu" a good a#ount of di$er"it! 'a" eing *ept in inter$ie'ing organiation", to get the
di$er"e and #ultiple opinion" of the co#pan!.
Question 3 How do you see advertising as a fun!tion of business?
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Interpretations4
The "aid (ue"tion 'a" a"*ed to under"tand co#pan!" eha$ior on ho' the! "ee
ad$erti"ing a" a function of u"ine"".
The purpo"e of the ao$e (ue"tion" 'a" a" follo'":
To under"tand, ho' u"ine""e" ta*e ad$erti"ing a" a function of u"ine"".
Do the! under"tand the $alue of long ter# ad$erti"ing in the u"ine"". Or the!
'ould ju"t go for the increa"ed ROI.
Go' #uch i#portance u"ine"" gi$e" to pro$iding infor#ation to con"u#er" and
uilding relation" 'ith the#
The "u# of re"pon"e" e)ceed" hundred percent ecau"e the (ue"tion" 'ere #ultiple
choice (ue"tion" 'ith an option to choo"e #ore than one an"'er.
The re"pon"e" of the co#pan! to ao$e (ue"tion" 'ere "tated a" follo'":
%ajorit! of people i.e. #ore than ;M of people under"tand the $alue of long
ter# ad$erti"ing and rand uilding in u"ine"".
?herea" 0M of people under"tand the i#portance of infor#ation dri$en
ad$erti"ing in u"ine"".
Al"o, 0M of people under"tand the i#portance of co##unication and
relation"hip uilding during ad$erti"ing.
The re"pon"e" 'ere "ati"factor!, a" u"ine""e", "ee their ad$erti"ing in th right
per"pecti$e" to "ucceed 'ell in longer ter#".
Question " How target spe!ifi! are you in your advertising?
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Interpretations4
The purpo"e of the ao$e (ue"tion 'a" to under"tand, 'hether the u"ine""
under"tand" the $alue target "pecific ad$erti"ing in the u"ine"". The purpo"e of the
ao$e (ue"tion 'a" to under"tand:
Do the! ha$e a target dri$en ad$erti"ing progra# or not.
If the u"ine""e" are target "pecific, in that ca"e, do the! pa! "a#e attention to
the #a"" audience.
The re"pon"e" to the ao$e (ue"tion are a" follo':
?e got #i)ed re"pon"e" in thi" ca"e. And a clear idea of different u"ine"" need" and
different "et of target cu"to#er" and ho' the! reach out to the#.
Re"pon"e" fro# co#panie" 'ere prett! "i#ilar, + M of co#panie" are $er!
target "pecific and 'ere ad$erti"ed to onl! "pecific "et of cu"to#er".
Other "et of + M 'ere $er! target "pecific ut no ignoring #a"" audience.
There after the other +M 'ere targeting #a"" audience and are not target
"pecific.
Question $ %hat medium of advertising are you !urrently employing for your
business?
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Interpretations4
The purpo"e of the ao$e (ue"tion 'a" to "ee, 'hich #ediu#" of ad$erti"ing are eing
e#plo!ed ! u"ine""e".
The re"pon"e" to ao$e (ue"tion 'ere a" follo':
5M of co#panie" e#plo!ed internet and online #ediu# a" a #ediu# of
ad$erti"ing. Internet i" fa"t catching up a" a #ediu# of ad$erti"ing a#ong the
co#panie".
0M of co#panie" "elected #againe and online #ediu# a" the #ediu# the!
are currentl! e#plo!ing in their u"ine"".
+M of the co#panie" "elected ne'"paper and "pecialt! ad$erti"ing a" a
#ediu# of ad$erti"ing, the! ha$e e#plo!ed in their u"ine"".
La"t ut not the lea"t onl! -M of co#panie" "elected Tele$i"ion a" a #ediu#
the! ha$e e#plo!ed in their u"ine"".
Question & re you satisfied with the !hoi!e of your medium and -s it
meeting the ob0e!tives of your business?
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Interpretations4
The purpo"e of the ao$e (ue"tion 'a" to under"tand, Are the u"ine""e" "ati"fied 'ith
their choice of #ediu#. I" it helping the# achie$e their u"ine"" ojecti$e" or not.
The re"pon"e" to the ao$e (ue"tion 'ere a" follo'":
5M of people "aid, e", the! are "ati"fied 'ith the choice of their #ediu# and it
i" helping the# to achie$e their u"ine"" ojecti$e".
+M of co#panie" "aid that, !e" the #ediu# e#plo!ed i" partiall! helping the#
to achie$e their u"ine"" ojecti$e".
=inall!, +M of co#panie", decided to lea$e the (ue"tion 'ith no co##ent".
Question %hi!h ob0e!tives of business are being met by the medium of
your 4hoi!e)
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Interpretations4
The ao$e (ue"tion 'a" a"*ed to under"tand, 'hich particular ojecti$e of u"ine"" i"
eing "ol$ed ! the #ediu# of their choice. The re"pon"e" to ao$e (ue"tion are a"
follo'":
5M of co#panie" "aid that the #ediu# of their choice help the# in "ol$ing the
purpo"e of rand recall in their u"ine"".
Other 0M "elected, that #ediu# of their choice help the# in creating $i"iilit! for
their co#pan!.
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Interpretations4
The purpo"e of ao$e (ue"tion 'a" to "ee, in 'ho"e hand" lie" the deci"ion to "elect
the right #ediu# of ad$erti"ing for the u"ine"". The re"pon"e" to the ao$e (ue"tion"
are a" follo':
0M of co#panie" "aid that it i" a #utual deci"ion of the higher #anage#ent and
#ar*eting depart#ent.
+M of co#panie" "aid that, it i" a deci"ion of higher #anage#ent.
=or other +M co#panie", the deci"ion 'a" of the #ar*eting depart#ent of the
co#pan!.
=inall!, for +M of co#pan!, the deci"ion depend" on "o#e out"ide ad$erti"ing
agenc!.
C!apter ; Findings of t!e (tudy
In the anal!"i", 'e "tudied the opinion" of people and indu"tr! on different ad$erti"ing#ediu#" and further the role of all ad$erti"ing #ediu#" at different place", purpo"e"
and function of u"ine"". No', to "u# up all the anal!"i" 'ith the finding of the "tud!,
Let" "tud! the $aried i#pact of different ad$erti"ing #ediu#".
1aried impact of different advertising mediums4
Television gi$e" acce"" a" a #ediu# of ad$erti"ing to #a)i#u# nu#er of
people and create" an o'n di"tinct i#age of the co#pan!. In fact, tele$i"ion$ie'er" are e$en #ore apt to full! @tune into an ad$erti"e#ent. Tele$i"ion
ad$erti"ing create" an o'n di"tinct i#age of the co#pan!. People on the other
hand al"o li*e" 'atchin tele$i"ion ad$erti"ing. Tele$i"ion i" a terrific #ediu# for
i#age ad$erti"ing. The $i"ual action and audio allo' $ie'er" to feel in$ol$ed 'ith
tele$i"ion La"t ut not the lea"t, Tele$i"ion ad$erti"ing al"o act" a" an i#portant
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factor in the purcha"e decion of the people. It 'or*" e"t for con"u#er good",
=%C9, Electroni good", %oile phone" etc.
+espaper ad$erti"ing i" one of the cheape"t 'a! to reach #a"" audience.
%oreo$er according to the re"earch people feel", ne'"paper ad$erti"ing i" one of
tho"e #ediu#" 'here the #e""age i" delie$ered in one of the #o"t effecti$e
'a!", 'ithout 'a"ting the ti#e of people. Ne'"paper, #oreo$er al"o pro$ide"
"cope to co#panie" to pro$ide people 'ith #ore infor#ation in ad$erti"ing, 'hich
further create" crediilit!. In an! ca"e, re#e#er that ne'"paper" are t!picall!
"canned ! the reader. E$en, If an ad i" "een at all, the headline 'ill e gli#p"ed
and the cop! could get ignored, ut the notice #a! an!'a! co#e in.
Maga.ines offer a "lightl! etter opportunit! to catch the reader" attention.
Reader" tend to peru"e #againe" #ore carefull! than the! do ne'"paper", and
ecau"e #againe ad" are placed fe'er per page, the co#petition for the
reader" e!e i" reduced. &ut #againe ad" co"t #ore than ne'"paper ad".
%againe" are a great aid for &+ ad$erti"ing and i#age uilding.
Radio offer" a dra#atic i#pro$e#ent o$er @print ad$erti"e#ent". The @li"tener
i" capti$e to the #e""age unle"" the! "'itch "tation" or turn the radio off. The
co"t to reach the "a#e a#ount of people that a print ad 'ould reach, ho'e$er, i"
"ignificantl! higher. ?ith #u"ic the #e""age reache" etter.
Outdoor and transit advertisementsare hard to a$oid $ie'ing. The! increa"e"
$i"iilt! and people $oted that, their opinion change" on a particular rand after
"eeing it ad$erti"ed again and again at outdoor location". &ut, de"pite the high
$i"iilit! factor, no one "pend" an! great a#ount of ti#e reading the#. The! are
appropriate for $er! "i#ple #e""age".
0irect mail ha" the highe"t i#pact of an! #ediu#. our #e""age reache" each
recipient in a per"onalied 'a! and at a #o#ent the! ha$e cho"en to con"ider
!our #e""age. The co"t of reaching an indi$idual through direct #ail can e e$en
greater than tele$i"ion, #a*ing it the #o"t e)pen"i$e ad$erti"ing #ediu# per
per"on reached.
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Conclusion
The infor#ation in pre$iou" chapter" rought for'ard in front of u" $ariou" fact" and
eha$ior" of the people, 'hich 'e can u"e in an! po""ile 'a!. The ao$e "tud! i" li*e
'ater, 'hich can ta*e an! "hape of *no'ledge and the an! conclu"ion" can e deri$ed
fro# it a"ed on the different need" of the people and co#panie". Our jo 'a" to
unco$er $ariou" fact", 'hich could e further "haped 'ith an! conclu"ion". our need"
and re(uire#ent" could e put in front and eing #atched 'ith the fact" "tated in the
anal!"i" and finding" and !our o'n conclu"ion" can e deri$ed, 'hich could e further
put to u"e.
All #ediu#" of ad$erti"ing, ha$e their different function", co$er different need" and ha$e
different "et of target audience. The need" of the u"ine"" "hould e anal!ed fir"t and
then the ao$e infor#ation can e u"ed to under"tand, 'hich #ediu# of ad$erti"ing
could e e"t for an! u"ine"".
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AnneBure
Consumer 8uestionnaire "
Behavioural testing on different advertising medium
1. 'lease provide us small detail of yourself
'lease provide ussmall detail of
yourself +ame4
Address "4
Address #4
CityDTon4
(tateD'rovince4
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Email Address4
#% 'lease Tick t!e medium on entertainment@ t!at is most used /y you
Plea"e Tic* the #ediu# on entertain#ent, that i" #o"t u"ed ! !ou
a4 Tele$i"ion
4 Radio
c4 Ne'"paper
d4 %againe
e4 Tra$eling
*% Television Advertising 'lease add your opinion on t!e respective options2
(tronglyAgree
Agree +eit!er Agree nor0isagree
0isagree (trongly 0isagree
a2 I en?oy atc!ing T1Ads% T!ey areentertaining
/2 T1 advertisementsprovides information@ Ineed
c2 I find T1 advertisingas a reference topurc!ase and i trustt!em
d2 T1 advertisingirritates me t!e most%
,% +espaper and maga.ine advertising 'lease add your opinion on t!e
respective options4
(tronglyAgree
Agree+eit!er Agree nor0isagree
0isagree (trongly 0isagree
a2 a2 I en?oy atc!ing+espaper andmaga.ine Adds% T!ey
are entertaining
/2 +espaper andmaga.ine Ads providesinformation@ I need
c2 I find +espaperand maga.ine ads as areference to purc!aseand i trust t!em
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(tronglyAgree
Agree+eit!er Agree nor0isagree
0isagree (trongly 0isagree
d2 +espaper andmaga.ine ads irritatesme t!e most%
-% Outdoor Advertising 'lease add your opinion on t!e respective options2
(tronglyAgree
Agree+eit!er Agree nor0isagree
0isagree (trongly 0isagree
a2 I en?oy atc!ingoutdoor Ads% T!ey areentertaining
/2 Outdooradvertisementsprovides information@ Ineed
c2 I find Outdooradvertising as areference to purc!aseand i trust t!em
d2 Outdoor advertisingirritates me t!e most%
;% Radio 'lease add your opinion on t!e respective options2
(tronglyAgree
Agree+eit!er Agree nor0isagree
0isagree (trongly 0isagree
a2 I en?oy listening
Radio Ads% T!ey areentertaining
/2 Radioadvertisementsprovides information@ Ineed
c2 I find Radioadvertising as areference to purc!aseand i trust t!em
d2 Radio advertisingirritates me t!e most%
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(tronglyAgree
Agree+eit!er Agree nor0isagree
0isagree (trongly 0isagree
entertaining/2 0irect mailadvertisementsprovides information@ I
need
c2 I find 0irect mailadvertising as areference to purc!aseand i trust t!em
d2 0irect mailadvertising irritates met!e most%
=% Internet Advertising 'lease add your opinion on t!e respective options2
(tronglyAgree
Agree+eit!er Agree nor0isagree
0isagree (trongly 0isagree
a2 I en?oy Internet Ads%T!ey are entertaining
/2 Internetadvertisementsprovides information@ Ineed
c2 I find Internetadvertising as areference to purc!ase
and i trust t!em
d2 Internet advertisingirritates me t!e most%
Consumer 8uestionnaire #
5e!avioural Testing on 0ifferent advertising medium #
"% 'lease provide small detail of yourself%
+ame4
Address "4
Address #4
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CityDTon4
(tateD'rovince4
Email Address4
#% 'lease specify t!e age group you /elong to4
- to -6
-; to +;
+; to 0
0 to 5
5 and ao$e
*% )o fre:uently you are in your nes paper or maga.ine reading !a/its
I read #ore than + ne'"paper in a da! and #an! #againe" in a #onth.
I read t'o ne'"paper in a da! and "o#e #againe"
I read "ingle ne'"paper in a da! and $er! fe' #againe"
I DonZt read ne'"paper" and #againe"
,% 0id advertisements in nespaper and maga.ine@ gra/ your attentions
e", I pa! *een attention to ad$erti"e#ent" in ne'"paper and #againe.
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?hole Da!
% According to you@ from t!e folloing c!aracteristics@ !at is most impactful onyou it! respect of direct mailer received as advertisements
Infor#ational
&rand &uilding
Purcha"e 1Action4
Relation"hip &uilding
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"G% According to you@ !ic! of t!e folloing medium of advertising@ displays itsmessage perfectly it!out asting your time
Tele$i"ion
Ne'"paper
%againe"
Internet
Direct #ail
Outdoor ad$erti"e#ent"
Radio
Consumer 8uestionnaire *
5e!avioural Testing on television advertising
"% 'lease provide us small detail of 3ourself%
+ame4
Address "4
Address #4
CityDTon4
(tateD'rovince4
Email Address4
#% 'lease specify t!e age group you /elong to4
a4 - to -6
4 -; to +;
c4 +; to 0
d4 0 to 5
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e4 5 and ao$e
*% +ame t!e first /rand and product category t!at comes to your mind on listeningof Television Advertising
,% (uggest t!e names of - suc! /rands or products !ose /uying decisions ere/ased on your atc!ing its television advertisement
-4
+4
4
04
84
-% 0o you like atc!ing advertisements !ile vieing television
a4 I enjo! 'atching ad$erti"e#ent" on T2 a" i li*e 'atching "ho'"
4 I enjo! "eeing ad" in the #iddle of "ho'"
c4 I 'atch ad$erti"e#ent" due to laine"" of "'apping channel"
d4 I rarel! 'atch T2 ad"
e4 I ne$er 'atch T2 ad"
;% 0o you tentatively atc! television advertisement for making your purc!asingdecisions or ?ust !ave to atc! for any random reason
a4 Tentati$el! 'atch
4 ?atch occa"ionall!
c4 ?atch rarel!
d4 Ne$er 'atch
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f4 Other"
=% 6!ic! of t!e folloing motives in T1 Advertisements generates most trust inyour minds and leads to actions
a4 Ad$erti"e#ent" pro$iding infor#ation4 Entertaining Ad$erti"e#ent"
c4 Pro#otional Ad$erti"e#ent"
d4 Ad$erti"e#ent" 'ith "tar pre"ence
e4 Ad$erti"e#ent" ha$ing "che#e" and offer"?e are Gighl! oliged to !ou for "pending !our $aluale ti#e and #one!VVV
Company 8uestionnaire ,
Company perspective on Advertising
"% 'lease provide small information of yourself%
+ame4
Company4
Address "4
CityDTon4
(tateD'rovince4
Email Address4
#%0o you t!ink t!ere is a need for advertising in your /usiness
A"olutel!, All !ear round
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A.
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e", &ut ?e are loo*ing for #ore etter option"
No, Not E)atl!
No Co##ent"
=% )o do you t!ink@ your c!oice of medium is !elping your /usiness to gro
>% 6!ic! o/?ectives of /usiness are /eing met /y t!e medium of your C!oice%'lease tick t!e anser t!at /est suits your opinion% 3ou can select moret!an one option2
Creating 2i"iilit!
Infor#ation pro$iding
Relation &uilding
&rand Recall
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5i/liograp!y
5ooks
%ar*eting %anage#ent !Philip 3otler
Ad$erti"ing %anage#ent ! Raji$ &atra, ohn 9. %!er".
Researc! papers
9erard . Telli", %ar"hall