A Report On Comparative study of effectiveness of various Advertising Media

report Submitted by: Enroll no. Submitted to:(Mentor)

DECLARATION

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$ed a" a credita le "tud! of an %&A "u ject carried out and pre"ented in a #anner "ati"factor! to 'arrant it" acceptance a" a prere(ui"ite to the degree for 'hich it ha" een "u #itted. It i" under"tood ! thi" appro$al that the under"igned do not endor"e or appro$e an! ut appro$e the "tate#ent #ade, opinion e)pre""ed, or conclu"ion dra'n therein,

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.

1 %". 2ar"ha 3hattri 4 Project %entor

Contents
Inde) Ac*no'ledge#ent Chapter - Introduction Chapter + 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 9enerali:ation" a out ad$erti"ing effecti$ene"" in #ar*et +.5 Reference" Chapter . Introduction to Different #ediu#" of ad$erti"ing ..- Tele$i"ion Ad$erti"ing ..+ Ne'"paper Ad$erti"ing Page No. 5 6/7 -,/+. -,/---/-. -./-0 -0/-6 -;/++ +. +0/.. +0/+8 +8/+5

... %aga:ine Ad$erti"ing ..0 Cine#a Ad$erti"ing ..8 Radio Ad$erti"ing ..5 %o ile Ad$erti"ing ..6 Outdoor Ad$erti"ing ..; Direct #ail Ad$erti"ing ..7 <pecialt! Ad$erti"ing Chapter 0 Re"earch %ethodolog! 0.- Need of the <tud! 0.+ O jecti$e" of the "tud! 0.. Re"earch %ethodolog! 0.0 Re"earch %ethod : Co#pan! Per"pecti$e 0.0.- <a#ple =ra#e 0.0.+ %ethod of Re"earch 0.0.. Re"earch %ethodolog! 0.8 Re"earch %ethod : Co#pan! Per"pecti$e 0.8.- %ethod of Re"earch 0.8.+ <a#ple =ra#e 0.8.. Re"earch %ethodolog! Chapter 8 Anal!"i" and Interpretation" 8.- Con"u#er Re"earch Anal!"i" 8.-.- >ue"tionnaire 8.-.+ >ue"tionnaire + 8.-.. >ue"tionnaire . 8.+ Co#pan! Re"earch Anal!"i" Chapter 5 =inding" of the <tud! Conclu"ion Anne)ure Con"u#er >ue"tionnaire Con"u#er >ue"tionnaire + Con"u#er >ue"tionnaire . Co#pan! >ue"tionnaire &i liograph!

+5/+6 +6/ +; +;/+7 ., .,/..-/.+ .+/.. .0/0.0/.8 .8/.5 .5 .6/ .7 .6 .6/.; .;/.7 .7/0.7 0, 0,/00+/60 0+/ 58 0+/88-/87 87/58 58/60 68/65 66 6;/ ;; 6;/;;-/;. ;0/;8 ;5/;; ;7

Ackno ledgement
I 'ould li*e to than* all of the people that helped #a*e thi" po""i le. =ir"t and fore#o"t, I 'ould li*e to than* #! =acult! 9uide, %".2ar"ha 3hattri, than* !ou for encouraging #e to go do'n #! o'n re"earch path and 'or* on the topic I 'a" pa""ionate a out. I *no' it 'a" #ore 'or* for !ou 'hen I decided to $enture do'n #! o'n path and I appreciate all of !our guidance and "upport along the 'a! It i" a plea"ure to all than* tho"e 'ho #ade thi" di""ertation po""i le for #e "uch a" #! =ather 'ho ga$e #e the #oral "upport. All the people fro# the indu"tr!, 'ho ga$e #e their $alua le ti#e and opinion and the All the people 'ho contri uted their opinion, to #a*e thi" re"earch po""i le for #e. I 'ould al"o li*e to e)pre"" #! gratitude to A#it! &u"ine"" <chool for #a*ing #e a per"on to perfor# the ta"* and for all the needful re"ource" eing #ade acce""i le.

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*.

<hefali ?alia %&A 1%ar*eting and <ale"4 A#it! &u"ine"" <chool, Noida

C!apter "

Introduction

@The u"ine"" that con"ider" it"elf i##une to the nece""it! for ad$erti"ing "ooner or later find" it"elf i##une to u"ine"".A Der ! &ro'n 1Rie" and Rie", p. BII.4

The need for ad$erti"ing can not e denied ! an! u"ine"" ecau"e e$er! u"ine"" need" to reach out to it" people in a po"iti$e #anner "o a" to uild a group of lo!al cu"to#er" to their rand 'ho can further ring profit" to their rand. Ad$erti"ing pro$ide" the platfor# to the u"ine"" to interact 'ith their cu"to#er, increa"e their $i"i ilit!, uild their rand and de$eloping relation" 'ith their cu"to#er". Need for ad$erti"ing can in no

'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 u"ine"",

depend" on ad$erti"ing, a" 'ell, in ter#" of people, profit, longe$it! of it" u"ine"", pri#e (ue"tion" it face" are ?here are #! target u!er"C ?hat i" the e"t #ediu# to reach the#C

"u"taina ilit! etc. Thu", After a co#pan!, ha" co#e to reali:e the need of ad$erti"ing for

?hich #ediu# can allo' u" #a)i#u# reach in #ini#u# po""i le in$e"t#entC u"ine"" once the!

The"e our "o#e of the (ue"tion" on top of the #ind of e$er! preference" etc, A lot ha" changed in the 'a! 'e "hould ad$erti"e.

ha$e decided to go for ad$erti"ing. ?ith ad$ent of technolog!, changing con"u#erD" ?h! doe" #o"t u"ine"" ad$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$eri"eCA Thu" the ai# of our "tud! i" to under"tand ad$erti"ing e)pectation". u"ine"" need" and correlate it 'ith u"ine"" need" and pu lic acceptance,

a"ic" and hence for#ulating a co#parati$e "tud! for under"tanding the To help u"ine"" #a)i#i:e their reach,

effecti$ene"" of $ariou" #ediu#" of ad$erti"ing according to

per"onali:ation, co"t effecti$ene"" ! "electing the right #ediu# to ad$erti"e. The (ue"tion" to e$er!oneD" #ind no' 'ould under"tand ho'. There are $ariou" #ediu#" for ad$erti"ing li*e ne'"paper", #aga:ine", radio, tele$i"ion, cine#a, outdoor, #o ile internet, direct #ailer etc. E$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, pu lic acceptance, co"t ad$antage, uilding rand i#age, "'itching a ilitie", acceptance and e, I" "electing ad$erti"ing #ediu#"

efore ad$erti"ing "uch an i#portant and crucial deci"ion efore an!thing. Ee", It i". Let"

co"t, effecti$ene"" and (ualit! of add, co#pati ilit! of ad 'ith the #ediu#, co#pata ilit! 'ith ti#e, "helf life, per"onali:ation of #e""age, "hortco#ing" etc. E$er! #ediu#" rate" differentl! on the "cale for a o$e thing" and thu" eing different on the a"i" of need" and priorit! of u"ine"". Thu" our fir"t o jecti$e of the "tud! i" to under"tand all the a$aila le #ediu#" of ad$erti"ing on the a o$e "aid a"pect". After under"tanding different a$aila le #ediu#" of ad$erti"ing, It need" to co#prehended 'ith it i" targeting to the e

u"ine"" need" to deicide the "uita ilit! of #ediu# according to udget" it 'ant" to "pend. The $ariou" (ue"tion" 'hich e$er!

u"ine"" need", 'hich $arie" e)ten"i$el! fro# the "tage the co#pan! i" in to cu"to#er" co#pan! "hould a"* efore choo"ing an ad$erti"ing #ediu# are ?hat are the long ter# ad$erti"ing o jecti$e" of the co#pan! ?hat re"pecti$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$erti"ing #ediu# i" "uita le to 'hat need" and 'hich u"ine"" can #a*e the #o"t effecti$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$erti"e#ent #eeting it" o jecti$e". Ga$ing under"tood all, not lea$ing an! "cope for a @'hat ifA "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"

After under"tanding all the a o$e *no'ledge on ad$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 #
#%" Advertising

$iterature Revie

Ad$erti"ing i", according to &elch and &elch 1+,,04, an! paid for# of nonper"onal co##unication a out an organi:ation, product, "er$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".

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 <tate" on all #edia ad$erti"ing in the +,,+ 'ere nearl! I+0, illion 1Ar#"trong J 3otler, +,,8, &elch J &elch, +,,0, Telli", +,,04. Thi" could e co#pared to the total e)penditure of I8. illion in -7;,. Pro#otional e)penditure" in international #ar*et" ha$e gro'n a" 'ell. Ad$erti"ing e)penditure" out"ide the Hnited <tate" increa"ed fro# I88 illion in -7;, to nearl! I+-0 illion ! +,,+. Go'e$er, there i" no nation that could e co#pared to the H.<. 'here co#panie" collecti$el! are "pending #ore than I-8,, per capita a !ear on e$er! #an, 'o#an, and child in the countr! K nearl! 8, percent #ore per capita than in an! other nation 1&elch J &elch, +,,04. Ad$erti"ing can e, in "o#e ca"e" e the "ole rea"on for the gro'th of the co#pan! or the product. @ The effecti$ene"" of ad$erti"ing depend" on the "election of right #edia for con$e!ing the "aid #e""age to the target audienceA &efore di"cu""ing the li#itation" 'ith ad$erti"ing it i" i#portant to note the difficultie" 'ith e$aluating the effecti$ene"" of ad$erti"ing. The effecti$ene"" of ad$erti"ing i" according to Telli" 1+,,04 a highl! co#ple) pheno#enon and depend" funda#entall! on hu#an re"pon"e to co##unication and ho' it i" co##unicated. It in$ol$e" attention, proce""ing, recall, and re"pon"e to appeal. Thi" lead" to one potential dra' ac* noted ! Ar#"trong and 3otler 1+,,84 'ho clai# that ad$erti"ing i" a *ind of one-way communication. <#ith and Ta!lor 1+,,+4 e#pha"i:e the need for ad$erti"er" to thin* out"ide the o) and engage in a #ore d!na#ic and creati$e #ethod" of ad$erti"ing $ia direct #ail, tele"ale", Internet, tele$i"ion Radio etc. Telli" 1+,,04 e#pha"i:e that onl! a fe' ad$erti"ing ca#paign" are "ucce""ful and onl! a fe' ad" are a le to reach o$er the le$el of noise and "ei:e attention. Thi" could e e)plained ! inattention to ad$erti"ing, re"i"tance to per"ua"ion, #i"co#prehen"ion of ad #e""age, and i#itation of effecti$e techni(ue". Clutter i" according to Duncan 1+,,+4 another #ajor li#itation of ad$erti"ing. The

10

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 pro le# 'ith clutter and define it a" @the a#ount of ad$erti"ing in a #ediu#A.

#%#

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 fertili:e" 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 I-,, and I.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" I-, to I.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 ea"ier to "ho' a net profit on the initial "ale. eco#e"

$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

11

#ar*et. I" it the igge"tC, the e"tC, the lea"t e)pen"i$eC Thi" eco#e" the productL" 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$erti"ingN %aintenance Ad$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$aila ilit!. <ince the real #ar*et alread! ha" a re(uire#ent for !our product, there i" no need to run a full page ad or run color. In fact, a (uarter page lac* and 'hite 'ill dra' !our real #ar*et 68M a" 'ell a" a four color proce"" t'o page "pread at +,M of the co"t for "pace and color. =re(uenc! and co$erage are the ele#ent" for "ucce"" in #aintenance ad$erti"ing. It i" i#portant to co$er !our #ar*et" hori:ontall! and $erticall! in all indu"tr!, product, "pecial intere"t, con"u#er and *e! deci"ion #a*er #edia 'hich 'ill reach a portion of !our #ar*et. %onitoring the co"t" and re"pon"e ratio" in each #ar*et "eg#ent 'ill ena le !ou to e$aluate the effecti$ene"" of !our ad$erti"ing "trateg!5 and plan additional ad$erti"ing to "trengthen in 'ea* #ar*et" or Di"parit! udget reduction" in area" of e)ce""i$e de#and. u"ine""e" et'een #aintenance re"pon"e and "ale" al"o per#it" #anufacturer" to

#ea"ure dealer "ale" effecti$ene"" in geographic #ar*et". Gelping their #ar*et" and "preading enough fertili:er to en"ure a

i#ple#ent their #ar*eting plan" through ad$erti"ing, planting the "eed" of infor#ation in ountiful har$e"t i" the

12

u"ine"" of ad$erti"ing and the co##it#ent that ?<JA.offer" it" client". It i" not enough, ho'e$er, for !our planning organi:ation alone to under"tand the concept" and de$elop#ent of ca#paign". ?e hope that u"ine"". ! "haring the proce"", !ou 'ill e etter prepared to capitali:e on the opportunitie" it afford" to #a)i#i:e profit" and e)ploit ne'

#%* +eed for revie ing advertising performance

Con"u#er" in toda!L" #ar*etplace ha$e the opportunit! to choo"e et'een "e$eral

a$aila le alternati$e" in al#o"t e$er! product categor!. The 'illingne"" of con"u#er" to e)erci"e thi" option i" de#on"trated in t'o "ignificant 'a!"Othe large #ar*et "hare difference" a#ong co#petitor" 'ithin product categorie" and the high failure rate of ne' product introduction". An indication of the failure rate i" refiected in the "tati"tic that a out one out of 80, ne' product idea" ulti#atel! eco#e" a "ucce""ful product. Con"e(uentl! the #ar*eter i" literall! forced to de$ote a $er! con"idera le a#ount of #one! and effort to planning and e)ecuting the ad$erti"ing progra# that 'ill, hopefull!, !ield the greate"t financial re'ard. 2ariou" "ource" "ugge"t that the "u# of #one! "pent to co##unicate a de"ired #e""age to the con"u#er i" approaching I-6 illion in the Hnited <tate" alone, an all/ ti#e high. =urther#ore, thi" figure 'ill in all pro a ilit! continue to ri"e in the !ear" to co#e. To put thi" "u# into the proper per"pecti$e, it #a! e noted that the a$erage fa#il! of four i" reportedl! e)po"ed to #ore than -,8,, "eparate ad$erti"ing #e""age" during the cour"e of a "ingle da!. And thi" too #a! e ri"ing. ?ithin thi" conte)t, it i" "urpri"ing that a large nu# er of ad$erti"er" #a*e no atte#pt to #ea"ure the effecti$ene"" of their ad$erti"ing in$e"t#ent. In fact, a recent National Indu"trial Conference &oard "tud! indicated that a large portion of current ad$erti"ing effort" are nothing #ore than @. . . Hnte"ted ad$erti"ing that "#all group" of agenc! or co#pan! e)ecuti$e" believed 'ould e effecti$e.A <ound #anage#ent practice dictate" that all pha"e" and operation" of the co#pan! e "u ject to "!"te#atic re$ie' in order to achie$e a #a)i#u# le$el of perfor#ance. Thi" "hould include ad$erti"ing.The "hort/ter# and long/ter# enefit" of "!"te#aticall! re$ie'ing a fir#L" ad$erti"ing effort" are o$er'hel#ing. =or e)a#ple:

13

O%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$erti"ing e)po"ure. OAn accurate feed ac* "!"te# could e pro$ided to #anage#ent, a""i"ting the# in unco$ering 'hat the ad$erti"ing progra#O'or*ing in conjunction 'ith other #ar*eting force"Oi" actually acco#pli"hing in the #ar*etplace. O%anage#ent 'ould e a le to u"e and to learn fro# e)perience 1 oth "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, either directl! or ! another per"on.P Thi" #e""age i" affected ! #an! "u tle !et #eaningful $aria le" o$er 'hich the ad$erti"er ha" little control. =or e)a#ple, "e$eral "tudie" ha$e illu"trated that the t!pe of #e""age pre"entation, the attitude" of the audience to the tran"#itter 1'hether it i" #edia or hu#an4, the order of pre"entation, and the e#otional "et of the audienceQL all "er$e to influence the effecti$ene"" of infor#ation, that i", all infor#ation "upplied con"u#er. The reception of infor#ation directed to the con"u#er i" #erel! the eginning of the ! a $ariet! of "ource" and affected ! #an! different factor", eing percei$ed ! the e$entuall! re"ult" in a product/related #e""age of "o#e *ind

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"toodN 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" #e""age, it i" "till unreali"tic to e)pect that he 'ill eco#e e)po"ed to the

u! the product at the fir"t

opportunit!. The #e""age #u"t fir"t attract the con"u#erL" attention in "o#e 'a!

14

1either con"ciou"l! or "u con"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 $ehicle. The fact that con"u#er" retain onl! a ."#all portion of 'hat the! are actuall! e)po"ed toOeither ecau"e of an ina ilit! to retain all #e""age" or a lac* of de"ire to do "oO "ugge"t" that con"idera le attention "hould e gi$en to thi" pro le#. 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" a out the product. &oth in/theatre and (ue"tionnaire re"earch te"t" ha$e de#on"trated the po""i ilit! 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 a out 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#erL" point of $ie', rather than the effecti$ene"" 'ith 'hich the ad$erti"er co##unicated the product #e""age he judged to e i#portant to con"u#er". <o#e e)peri#enter" ha$e recentl! "ugge"ted that con"u#er" #a! alter their eha$ior 'ithout an! prior change" in attitude or preference. Go'e$er, anal!"i" of their finding" "ugge"t" that perhap" their definition of attitude #a! e incorrect, ca"ting dou t on their Qfinding"Q of no relation"hip et'een attitude" and eha$ior.Q

Realistic 'rogram for t!e Measurement of Advertising Effectiveness

It i" 'ithin the preceding fra#e'or* that one can proceed 'ith the de$elop#ent of a "!"te#atic #ethod of #ea"uring ad$erti"ing effecti$ene"". &! under"tanding ho' infor#ation a out a product i" tran"#itted fro# the ad$erti"er to the con"u#er and the co#ple) path" it "o#eti#e" ta*e", an e$aluati$e progra# can e de"igned. Thi" progra# #u"t, ho'e$er, ha$e one a"ic #ethodological o jecti$e. It #u"t utili:e $alid and relia le re"earch in"tru#ent". There can e no ele#ent" of the progra# 'hich are a"ed upon #agic for#ula" and unfounded a""u#ption". Thi" "ection de"cri e" "uch an e$aluati$e "!"te#. A. An i#portant ele#ent of the progra# i" to #ea"ure con"u#er e)po"ure to all #edia in the ad$erti"erL" target #ar*et "eg#ent". The data #a! e $alua le in defining the

15

"pecific #edia to 'hich con"u#er" ha$e recentl! een e)po"ed, and the fre(uenc! of "uch e)po"ure.=or e)a#ple, one could carefull! ite#i:e the "pecific #aga:ine" read, tele$i"ion "ho'" "een, or radio "ho'" heard. <uch data 'ould help to deter#ine 1-4 if the target #ar*et "eg#ent 'a" e)po"ed to the "ale" #e""age" in the pa"t, and 1+4 'hat #edia "election" "hould e #ade to in"ure opti#u# e)po"ure per dollar "pent in the future. &. It i" al"o i#portant to #ea"ure retention of the ad$erti"ing and other Q#e""age"Q recei$ed ! the con"u#er. Infor#ation "hould e collected for the product under in$e"tigation, a" 'ell a" for all co#petitor" in the appropriate product categor!. <pecific infor#ation could e o tained a out retention of the indi$idual ele#ent" of a "ale" #e""age and al"o con"u#er"L e)planation" and interpretation" of 'hat an ad$erti"er i" co##unicating a out hi" product. C. The le$el of con"u#er preference, oth for the ad$erti"ed product and for it"

co#petitor", can e de$eloped. Con"u#er" can e categori:ed into "e$eral inten"itie" of preference. =or e)a#ple, the fir"t and lo'e"t le$el of preference could e a co#plete lac* of a'arene"" for the product. Ne)t #ight e a general "tate of product a'arene"" 1either 'ith a negati$e feeling or 'ith no o "er$a le preference4. A third, and #ore inten"e le$el of preference, could e an e$aluation ! the con"u#er that the product i" 'ithin a group of product" to'ard 'hich he ha" "o#e le$el of fa$ora le feeling. =inall!, the highe"t le$el of preference could e the "ingle product that i" #o"t preferred. 1The concept ehind the"e preference le$el" ha" application in #o"t product categorie". Go'e$er, #an! "tudie" of ad$erti"ing effecti$ene"" "ugge"t that the nu# er and definition of the $ariou" le$el" of preference #a! $ar! a#ong different product categorie".4 D. <alient i#age" and attitude" to'ard the product under in$e"tigation, a" 'ell a" for all of it" co#petitor", can al"o e #ea"ured. 3no'ing a con"u#erL" le$el of preference, a" 'ell a" hi" "pecific attitude", ena le" the correlation of attitudinal factor" 'ith preference for all product" in the categor! of intere"t. E. Recent actual #ar*eting Infor#ation eha$ior of the con"u#er "hould e in$e"tigated.

16

"ought #ight include "uch factor" a" product rand, "i:e and a#ount u"uall! purcha"ed, $ariou" u"e" and #ethod" of u"age, a" 'ell a" the con"u#erL" current product in$entor! on hand. =. The t!pe of data de"cri ed a o$e can e u"ed onl! to #ea"ure 'hat the ad$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 $aria le" 'hich #u"t e accounted for and controlled in order to pro$ide thi" t!pe of infor#ation. The actual e)perience of "e$eral #anufacturer"Q "ugge"t" that it i" po""i le to pro$ide #anage#ent 'ith a "erie" of o jecti$e indicator" of ad$erti"ingL" 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"ingL" econo#ic $alue.

#%- &enerali.ations a/out advertising effectiveness in market

19ERARD R. TELLI<, %ar"hall <chool of &u"ine""
Hni$er"it! of <outhern California Rournal of ad$erti"ing re"earch, Rune +,,7 4

&a"ed on o$er +5, e"ti#ate", the #ean ela"ticit! of "ale" or #ar*et "hare to ad$erti"ing i" ,.- percent. Another 08, field e)peri#ent" "ugge"t that change" in #edia, product, target "eg#ent", ad$erti"ing "cheduling, and ad$erti"ing content are #ore li*el! to !ield change" in "ale" than do change" in ad$erti"ing 'eight. Nu#erou" other "tudie" "ugge"t that ad$erti"ing 'ear/in doe" not e)i"t or occur" (uite rapidl! 'hile ad$erti"ing 'ear/out occur" #ore "lo'l!. Detail" of and difference" in the"e re"ult" ! condition are di"cu""ed in thi" article.

FIE$0 RE(EARC) O+ A01ERTI(I+&

A2 RE(EARC) O+ A01ERTI(I+& E$A(TICIT3

17

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". <tudie" in thi" area tr! to e"ti#ate the "tati"tical relation"hip ! 'hich "ale" re"pond to ad$erti"ing. To do "o, the "tudie" define a #odel 'ith "ale" a" the dependent $aria le and ad$erti"ing a" the independerit $aria le. A" far a" po""i le the "tudie" tr! to control for the effect of Other independent $aria le" "uch a" price, (ualit!, di"tri ution, pro#otion, or rand na#e. There are #ore than +5, e"ti#ate" of ad$erti"ing ela"ticit! carried out in nu#erou" "tudie" u"ing a $ariet! of #odel" and data acro"" #an! countrie", product categorie", rand" and ti#e period". There al"o are t'o t!pe" of ela"ticitie", current and carr!/o$er. The current ela"ticit! i" the percentage change in "ale" for a - percent change in ad$erti"ing in the concurrent ti#e period. Carr!/o$er ela"ticit!, alternati$el!, refer" to the percentage change in "ale" for a percent increa"e in ad$erti"ing in "u "e(uent ti#e period", after or concurrent one. e!ond the

&enerali.ations from elasticity study4

A out current effect S If ad$erti"ing change" ! - percent, "ale" or #ar*et "hare 'ill change ! a out ,.percent. In other 'ord": ad$erti"ing ela"ticit! i" ,.-. S The ad$erti"ing ela"ticit! i" lo'er in #odel" that incorporate di"aggregate data, ad$erti"ing carr!o$er, (ualit!, and pro#otion relati$e to tho"e that do not. A out carr!o$er effect S The carr!o$er ela"ticit! of ad$erti"ing "ee#" t'ice a" large a" that of the current effect. S The e"ti#ate" of the carr!o$er effect of ad$erti"ing decrea"e 'ith the inter$al of the data u"ed to e"ti#ate the carr!o$er.

Implications4
The"e re"ult" "ugge"t the follo'ing four i#plication". =ir"t, ad$erti"ing i" not the $aria le of choice for increa"ing "ale". <econd, there are di"tinct circu#"tance" 'hen ad$erti"ing

18

i" effecti$e in increa"ing "ale". Third, re"earcher" need to e cautiou" a out #odeling ad$erti"ing re"pon"e. The! need to properl! control for independent $aria le", carr!o$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 profita le 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 ena le 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 een #ade. The"e e)peri#ent" $aried 'idel! in ti#e period, #ar*et", change ha"

product conte)t", ad$erti"ed rand", and change" in 'eight 1Telli", +,,0, +,,64.

&enerali.ations from advertising7 eig!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 $i"i le earl! in the life of a ca#paign. S Con$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$erti"ing, the! are #ore li*el! to cau"e change" in "ale" than if the! #erel! change 'eight. S ?here profita ilit! of the ad$erti"ing ha" profita le le"" than half the ti#e. een a""e""ed, ad$erti"ing "ee#" to e

19

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$erti"ing the! do, ut al"o in u"ing the "a#e content, po"itioning", product, #edia, and "chedule too long. <econd, ad$erti"ing #a! ha$e carr!o$er or per#anent effect", "o that continued ad$erti"ing at the "a#e le$el i" not al'a!" nece""ar!. If the carr!o$er effect i" pre"ent, ho'e$er, it "tart" to occur i##ediatel! and doe" not uild up o$er ti#e. Third, a fir#L" udget increa"e or original udget it"elf i" #ore fruitfull! enhanced ! change" in #edia, content, target "eg#ent", product, or "chedule rather than on 'eight alone. In other 'ord", $ariet! in ad$erti"ing i" li*el! to !ield etter re"ult" than increa"e" in 'eight. C4 RE(EARC) O+ A01ERTI(I+& FRE89E+C3 A fir#L" ad$erti"ing udget nor#all! affect" con"u#er" through the e)po"ure of

con"u#er" to ad$erti"e#ent" through the #edia. Q=re(uenc!,Q in thi" conte)t, refer" to the nu# er of ad$erti"ing e)po"ure" each con"u#er recei$e" in a particular ti#e period. The ad$erti"ing udget in a ti#e period ulti#atel! tran"late" into a "e(uence of rand". Re"earch on fre(uenc! indi$idual e)po"ure" targeted to one or #ore con"u#er". <i#ilarl!, "ale" i" an aggregate of Q rand choiceQOcon"u#er"L choice" of nor#all! e)a#ine" the effect of ad$erti"ing fre(uenc! on con"u#er choice 1Deighton, Gender"on, and Ne"lin, -770N 9i "on, -775N Rone", -778N %cDonald, -76-N Pedric* and Tufr!den, -771-N Telli", -7;;a4. <uch re"earch pro$ide" a #ore fine/grained and in"ightful anal!"i" of ad$erti"ing re"pon"e than co#para le "tudie" on ad$erti"ing ela"ticit! or ad$erti"ing 'eight.

&enerali.ations from advertising7fre:uency studies

Re"earch on ad$erti"ing fre(uenc! lead" to the follo'ing fi$e finding": The effect" of ad$erti"ing e)po"ure are le"" pro#inent and i##ediate and #ore fragile than tho"e for price or pro#otion on rand choice. In general, increa"ing fre(uenc! of e)po"ure" increa"e" pro a ilit! of rand choice at a decrea"ing rate.

20

=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$erti"ing e)po"ure", in that e"ta li"hed rand" ha$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$erti"er" need to target lo!al u!er" and non u!er" of their product" 'ith differing le$el" of e)po"ure". <econd, con"i"tent 'ith finding" fro# prior "ection", hea$ier e)po"ure" need to con"u#er" and rand". e re"er$ed for ne'

02 RE(EARC) O+ A01ERTI(I+& CO+TE+T QContentQ refer" to 'hat i" in an ad$erti"e#ent a" oppo"ed to "uch e)ternal characteri"tic" a" 'eight or fre(uenc!. A"pect" of content include the appeal 1argu#ent, e#otion, and endor"e#ent4, the duration or length of the ad$erti"e#ent, the u"e of color, "ound, or $ideo, the a#ountFt!pe of te)t, etc. ?hile a $a"t nu# er of theater and la "tudie" ha$e e)a#ined the effecti$ene"" of $ariou" a"pect" of ad$erti"ing content, onl! a fe' #ar*et "tudie" ha$e done "o 1Chand!, Telli", %aclnni", and Thai$anich, +,,-N %aclnni", Rao, and ?ei"", +,,+4. Thu", generali:ation" of finding" in thi" area need to e #ade cautiou"l!.

&enerali.ations a/out advertising content

Re"earch on ad$erti"ing content "ee#" to "ugge"t the follo'ing preli#inar! finding": S Change" in the creati$e, #ediu#, target "eg#ent, or product it"elf "o#eti#e" lead to change" in "ale", e$en though increa"e" in the le$el of ad$erti"ing ! it"elf doe" not. S Infor#ati$e appeal" are #ore i#portant earl! than late in the productL" lifec!cle.

21

S Con$er"el!, e#otional appeal" are #ore effecti$e late rather than earl! in a productL" 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!. <econd, ad$erti"er" need to te"t and t!picall! $ar! the content of their ad$erti"ing 'ithin the life "tage of the product.

#%; References
5ooks %ar*eting %anage#ent ! Philip 3otler Ad$erti"ing %anage#ent ! Raji$ &atra, Rohn 9. %!er".

Researc! papers 9erard R. Telli", %ar"hall <chool of &u"ine"", California, Rournal of ad$erti"ing re"earch, Rune +,,7 The Role of PR, RUn*Uping Rune +,,8 Eli:a eth %arting, New Products, New Profits 1Ne' Eor*: A#erican %anage#ent A""ociation, -7504 Hni$er"it! of <outhern

22

Roger G. &olin, cited in Ru""el G. Colle!, Defining Advertising Goals for Measured Advertising Results 1Ne' Eor*: A""ociation of National Ad$erti"er", -75-4, =ore'ord.4

Rournal of %ar*eting. 2ol. .., -7574.

C!apter

Introduction

to

different

mediums

of

Advertising
The pro#i"e of #edia ad$erti"ing i" great. ItD" an opportunit! for a rand to tell it" "tor! directl! to the ulti#ate con"u#er. ItD" an opportunit! to uild a'arene"" and project a po'erful rand i#age. ItD" an opportunit! to create and uild rand e(uit!. ItD" an opportunit! to !pa"" the trade, an opportunit! to circu#$ent co#petitor". In actual

practice, ho'e$er, the pro#i"e of #edia ad$erti"ing I "eldo# reali:ed. In fact, the oppo"ite i" true. %edia ad$erti"ing i" pro a l! the #o"t inefficient, lea"t producti$e e)penditure in the t!pical co#pan!D" #ar*eting udget.

*%" Television Advertising

23

Tele$i"ion ad$erti"ing pro$ide" a $er! po'erful $ehicle for deli$ering a #e""age a out !our product or "er$ice to the 'ide"t audience po""i le. The $i"ual i#pact of $ideo "i#pl! ha" a great a ilit! to capture and hold the audienceO#ore "o than the #ore "tatic #ediu#" of print or audio #edia. Although it #a! "ee# li*e a daunting ta"*, !ou can 'rite and produce !our o'n co##ercial at a tele$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!. <tation t!pe", in order of e)pen"e, include HG=, 2G=, and local ca le acce"". ?hen deter#ining 'hich ti#e "lot to place !our ad" in, con"ider an! docu#entarie", feature", or "porting e$ent" 'ith local content that cater "pecificall! to an audience that 'ould e intere"ted in !our product or "er$ice. Re#e# er that the fre(uenc! of !our ad" i" a" i#portant a" the ti#e of da! the! air. Running !our co##ercial once or t'ice a 'ee*, for e)a#ple, i" unli*el! to generate an! re"pon"e at all The effect of T2 co##ercial", or an! other for# of ad$erti"ing, can and ha" een

#ea"ured on a $ariet! of criteria. Ad$erti"ing recall, #e""age co#prehen"ion, product a'arene"" and *no'ledge, attitude to'ard and intention" to u! the ad$erti"ed product are "o#e of the #ore fre(uentl! u"ed co##ercial and product/related #ea"ure" of ad$erti"ing effecti$ene"".L The"e #ea"ure", eing non purcha"e in nature, "hould ideall! e related to the theoreticall! L Qopti#alQ criterion of ad$erti"ing effecti$ene""Othe pre"ent $alue of the relati$e profita ilit! of ad$erti"ing alternati$e". Hnfortunatel!, there i" no "ound theoretical 1or e$en an e#pirical4 a"i" for "electing an! one #ea"ure a" the "ingle Q e"tQ criterion. Thi" #a! "ugge"t the need for ad$erti"ing e$aluation te"t" 'hich utili:e a nu# er of rele$ant co##ercial and product related criteria. Eet, #o"t current co##ercial te"ting procedure", including tho"e that are con"i"tent 'ith the Dag#ar approach, deter#ine the effecti$ene"" of a gi$en co##ercial a"ed on it" perfor#ance on a "ingle criterion.

*%# +e spaper Advertising

24

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, !ouLll 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 itL" "ellingV (ome Advantages in +e spaper Advertising Al#o"t e$er! ho#e recei$e" a ne'"paper, either ! ne'""tand or ho#e deli$er!. Reading the ne'"paper i" a ha it for #o"t fa#ilie". And, there i" "o#ething for e$er! od!: "port", co#ic", cro""'ord", ne'", cla""ified", etc. Eou 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$erti"erL" point/of/$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 $ariet! of ad "i:e" ne'"paper ad$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! +e spaper 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"nLt al'a!" the e"t, e"peciall! for photograph". <o u"e "i#ple art'or* and line dra'ing" for e"t re"ult".

The page "i:e of a ne'"paper i" fairl! large and "#all ad" can loo* #inu"cule. Eour ad ha" to co#pete 'ith other ad" for the readerL" attention.

*%* Maga.ines advertising

25

%an! of the "a#e QprintQ t!pe principle" 'hich appl! to ne'"paper ad$erti"ing al"o appl! to #aga:ine ad$erti"ing. The igge"t difference" are: %aga:ine" are u"uall! 'ee*l! or #onthl! pu lication" 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 #aga:ine ad$erti"ing a" 'ell, e$en 'ith a #onthl! pu lication. <o it #a*e" "en"e to "pend e)tra ti#e and #one! to prepare a 'orth'hile ad that can e "ucce""full! repeated. O$er long ter#" "uch a" the"e, ho'e$er, e a'are that the client 1!ou4 often tire" of the ad efore the audience doe". &ecau"e ad" in #aga:ine" are not i##ediate, the! ta*e #ore planning. Often, an ad for a #onthl! #aga:ine #u"t e prepared at lea"t a #onth in ad$ance of pu lication, "o ad" detailing price" and ite#" ha$e to e carefull! crafted to in"ure accurac!.. There are t'o categorie" of #aga:ine": trade #aga:ine" and con"u#er #aga:ine". Trade #aga:ine" are pu lication" that go to certain t!pe" of u"ine""e", "er$ice" and indu"trie". Con"u#er #aga:ine" are generall! the *ind !ou find on the a$erage ne'" "tand. In$e"tigate 'hich t!pe 'ould do !our u"ine"" the #o"t good. An agenc! can al"o purcha"e the #aga:ine "pace for !ou, often at no charge, ecau"e the #aga:ine pa!" the agenc! a co##i""ion directl!. If !ou 'i"h to purcha"e the ad$erti"ing !our"elf, contact the #aga:ine directl! and a"* for an QAd 3itQ or Q%edia Pac*age.Q The! 'ill "end !ou a folder that include" de#ographic infor#ation, reach infor#ation, a current rate card and a "a#ple of the pu lication. Although #o"t #aga:ine" are national in nature, #an! ha$e regional ad$erti"ing "ection" that allo' !our u"ine"" to loo* li*e it purcha"ed a national ad 'hen it onl! 'ent to a certain geographical area. Thi" can e e"peciall! u"eful if !our product or "er$ice i" regional in nature a" 'ell and could not enefit fro# the #aga:ineD" co#plete reader"hip. Each #aga:ine doe" thi" differentl!, "o contact the one1"4 !ou are intere"ted in and a"* the# a out their geographic edition". <o#e "ophi"ticated #aga:ine" e$en ha$e de#ographic edition" a$aila le, 'hich #ight al"o e ad$antageou". Al"o, %aga:ine and tele$i"ion 'or* in different 'a!" %aga:ine and tele$i"ion ad$erti"ing 'or* in different 'a!" and in a""e""ing ad$erti"ing effecti$ene"" the"e difference"

26

"hould e ta*en into account. The #ea"ure" de$eloped for tele$i"ion are not nece""aril! appropriate for #aga:ine". %oreo$er, e)po"ure to a #aga:ine ad i" under the readerD" control, 'herea" e)po"ure to a T2 co##ercial i" not in the $ie'erD" control. Tele$i"ion and #aga:ine ad$erti"e#ent" are "tored in #e#or! in different 'a!". A T2 co##ercial tend" to e held in the #ind a" a W"tor!D. ?ith #aga:ine ad$erti"e#ent" a higher proportion of #e#orie" are "tored a" infor#ation a out the product rather than a out the ad it"elf. Con"e(uentl!, a" a criterion of the ad$erti"ing efficienc! of #aga:ine", #ea"uring thea "orption of product #e""age" i" #ore rele$ant than ad a'arene"". Hnli*e tele$i"ion, #aga:ine" offer repeat e)po"ure" to the ad$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$i"ion. Cine#a attendance 'orld'ide ha" increa"ed rapidl! in recent !ear" and thi" gro'th inttendance ha" "een a parallel increa"e in the utili:ation of cine#a a" an ad$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 recogni:ed 1"ee Rohn"on -7;-4. In the onl! #ajor "tud! to e)plore cine#a ad$erti"ing, Rohn"on identified the high (ualit!, high re"olution

27

pre"entation offered ! cine#aN 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"N 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$antage", e"peciall! the difficult! of uilding fre(uenc! 1although thi" i" ea"il! addre""ed through the u"e of other #edia 'ithin a "pecific "chedule4N the lo'er reach 'hen co#pared to traditional roadca"t #edia, and oo*ing con"traint". Go'e$er, de"pite the"e pro le#", Rohn"on concluded that cine#a 'a" an under/utili:ed #ediu#.

*%- Radio Advertising

<ince it" inception, radio ha" eco#e an integral part of our culture. In "o#e 'a!, it touche" the li$e" of al#o"t e$er!one, e$er! da!. Radio, a" a #ediu#, offer" a for# of entertain#ent that attract" li"tener" 'hile the! are 'or*ing, tra$eling, rela)ing or doing al#o"t an!thing. A far#er, for e)a#ple, #a! li"ten to the radio 'hile he i" ha$ing rea*fa"t or plo'ing hi" field. People dri$ing to 'or* often li"ten to the radio. Radio offer" infor#ation "uch a": ne'", 'eather report", traffic condition", ad$erti"ing and #u"ic for !our li"tening plea"ure.

Radio i" a relati$el! ine)pen"i$e 'a! of reaching people. It ha" often een called the Qtheater of the #indQ ecau"e $oice" or "ound" can e u"ed to create #ood" or i#age" that if cre"ted ! $i"ual effect" 'ould e i#po""i le to afford. Eou can al"o negotiate rate" for !our co##ercial", or e$en arter. <tation" are often loo*ing for pri:e" the! can gi$e a'a! to li"tener", "o itL" po""i le to get full co##ercial credit for the product or "er$ice !ou offer. Ad$antage" to radio ad$erti"ing include: The a ilit! to ea"il! change and update "cript" are para#ount to radio roadca"ting, "ince ne'" "torie" can and often do happen li$e. Radio i" a per"onal ad$erti"ing #ediu#. <tation per"onalitie" ha$e a good rapport 'ith their li"tener". If a radio per"onalit! announce" !our co##ercial, itL" al#o"t an i#plied endor"e#ent.

28

Radio i" al"o a 'a! to "upport !our printed ad$erti"ing. Eou can "a! in !our co##ercial, Q<ee our ad in the <unda! Ti#e",Q 'hich #a*e" !our #e""age t'ice a" effecti$e.

Radio ad$erti"ing i" not 'ithout it" di"ad$antage" too, "uch a": Eou canLt re$ie' a radio co##ercial. Once it pla!", itD" gone. If !ou didnLt catch all the #e""age, !ou canLt go ac* and hear it again.

<ince there are a lot of radio "tation", the total li"tening audience for an! one "tation i" ju"t a piece of a #uch larger 'hole. ThatL" 'h! itL" i#portant to *no' 'hat "tation" !our cu"to#er" and pro"pect" pro a l! li"ten to. Therefore, #o"t of the ti#e, !ouLll ha$e to u! ti#e on "e$eral radio "tation" to reach the #ar*et !ou are after. People donLt li"ten to the radio all the ti#e...onl! during certain ti#e" of da!. <o, itL" i#portant to *no' 'hen !our cu"to#er" or pro"pect" are li"tening. =or e)a#ple, if !ou 'ant to reach a large portion of !our audience ! ad$erti"ing during the #orning far# report, !ouLll ha$e to "pecif! that ti#e period to the radio "tation 'hen !ou u! the ti#e. Radio a" a roadca"ting #ediu#, can effecti$el! "ell an i#age...or one or t'o idea" at the #o"t. It i" not, ho'e$er, a detailed #ediu#...and i" a poor place for price" and telephone nu# er". Radio li"tener" increa"e in the "pring and "u##er, contrar! to tele$i"ion audience" 'hich increa"e in the fall and 'inter and decrea"e in the "u##er. Thi" i" an i#portant a"pect to con"ider 'hen !ou are choo"ing ad$erti"ing #edia.

*%; Mo/ile Advertising:

The high penetration rate of #o ile phone" ha" re"ulted in the increa"ing u"e of handheld de$ice" to deli$er ad$erti"e#ent" for product" and "er$ice". <hort %e""aging <er$ice 1<%<4, in particular, ha" een $er! "ucce""ful. A "erie" of "ur$e!" conducted ! A.T. 3earne! indicate" that the u"e of #o ile infor#ation "er$ice" and <%< ha" increa"ed dra#aticall! "ince +,,- X+,Y. %ore than -,, illion <%< #e""age" 'ere "ent 'orld'ide in a "ingle !ear. %ore than half of the -7K.0 age group in Tai'an u"e <%< at lea"t once a da!. The ri"ing popularit! of <%< ha" created a ne' channel for ad$erti"ing, called #o ile ad$erti"ing. Ad" are rendered a" "hort te)tual #e""age" and "ent to #o ile phone"

29

*%< Outdoor Advertising

Out/Of/Go#e 1OOG4 or Outdoor Ad$erti"ing i" defined a" @an! t!pe of ad$erti"ing that reache" the con"u#er 'hile he or "he i" out"ide the ho#e 1or office4. Thi" i" in contra"t to roadca"t, print, or internet ad$erti"ing, 'hich #a! e deli$ered to $ie'er" out/of/ ho#e 1e.g. $ia trade"ho', ne'""tand, hotel lo the ho#e or office.A+ OOG ad$erti"ing fall" into one of four for#at".: S &ill oard" K <tandardi:ed large for#at ad$erti"ing di"pla!" intended for $ie'ing fro# e)tended di"tance", generall! #ore than 8, feet 1including digital ill oard"4 S <treet furniture K Ad$erti"ing di"pla!", #an! that pro$ide a pu lic a#enit!, po"itioned in clo"e pro)i#it! to pede"trian" and "hopper" for e!e/le$el $ie'ing, or at cur "ide to influence $ehicular traffic 1including traffic arrier", enche", ollard", po"t o)e", phone o)e", "treet la#p", "treet lighting, traffic light", traffic "ign", grit in", pu lic la$atorie", fountain" and #e#orial", and 'a"te receptacle"4 S Tran"it K Ad$erti"ing di"pla!" affi)ed to #o$ing $ehicle" or po"itioned in the co##on area" of tran"it "tation", ter#inal" and airport" 1including u"e", co##uter train", truc*", ta)ica ", and #o ile ill oard"4 S Alternati$e K ne' #edia ad$erti"ing different fro# ill oard", "treet furniture", and ! roo#4, ut are #ore/often $ie'ed in

tran"it. Thi" include #o ile projection", cine#a, place/ a"ed ad$erti"ing 1"uch a" in #all", golf cour"e", par*ing garage", "tadiu#" and arena", re"t area" and re"ort"4, po"tcard", $ending cart", and place/ a"ed digital net'or*" 1al"o called digital di"pla!"4 OOG ad$erti"ing ha" e#erged a" a ne' frontier for 'hat ha" traditionall! do#inated ad$erti"ing i" no' "lo'l! eing regarded a" a co/e(ual of traditional #edia% +eed of OO) Advertising According to recent "tudie" cited influenced ! t'o *e! factor": ! the Outdoor Ad$erti"ing A""ociation of A#erica een

! T2, radio and print. ?ith a projected gro'th of +;M in +,,6, OOG

1OAAA4, people are "pending #ore ti#e out of ho#e than in/ho#e7. Thi" i" 'idel!

30

S Increa"ing #o ilit! 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 ha it", 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# #aga:ine" 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 #ailC Nothing. ItL" ju"t a 'a! the ad$erti"ing 'orld de"cri e" a pro#otional #e""age that circu#$ent" traditional #edia 1ne'"paper, radio, T24 and appeal" directl! to an indi$idual con"u#er. H"uall! through the #ail, ut other carrier" al"o participate. Direct #ail #a! e u"ed #ore than !ou thin*. <tudie" indicate that it i" the third large"t #edia e)penditure ehind tele$i"ion and ne'"paper. Rules to Remem/er -. Define !our audience. =igure out 'ho !ou 'ant to reach efore de$eloping !our direct #ail progra#. Thi" allo'" !ou to "pecificall! target !our #e""age to fit co##on need". It i" the e"t ad$erti"ing #ediu# for QtailoringQ !our appeal. +. Locate the right #ailing li"t. Eou can either uild a Qhou"e li"tQ ! doing the

re"earch !our"elf and co#piling the infor#ation on a co#puter / or !ou can purcha"e an Qout"ide li"tQ fro# a li"t hou"e or #ailing organi:ation alread! pre/ prepared and read! to go. .. There are #an! 'a!" to purcha"e li"t". Eou can u! the# de#ographicall! 1 ! age, profe""ion, ha it" or u"ine""4, or geographicall! 1 ! location, or :ip code4. Or !ou can ! a li"t 'ith oth (ualitie". %ore than li*el!, there i" a #ailing li"t

31

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$aila le. 0. =or a""e# l!, addre""ing and #ailing !our project, !ou al"o ha$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 organi:ation 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$elope and !ouLll onl! pa! for the card" 'hich are "ent ac* to !ou. The le""ing 1or cur"e4 of direct #ail i" that there are no "et rule" for for# or content. The ta"* of deciding 'hat !our #ailing "hould ha$e a" content, it" de"ign and it" #e""age1"4 i" up to !ou. Go'e$er, re#e# er to attract the readerL" attention 'ith color and creati$it!. H"e clear, co#forta le '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<pecialt! Ad$erti"ingQ in the ad$erti"ing u"ine"". Chance" are, !ou ha$e "o#e "pecialt! ad$erti"ing ite#" right at !our de"*. &u"ine""e" i#print their na#e on ite#" and gi$e the# a'a! 1or "o#eti#e" "ell the# at $er! lo' co"t4 in order that: Eou notice their na#e enough ti#e" on the ite# to uild Qtop/of/the/#indQ a'arene"". <o 'hen !ou need a re"taurant, for in"tance, !ou thin* of their na#e fir"t. Eou appreciate the good'ill of the co#pan! gi$ing !ou the ite# and e$entuall! return the fa$or ! gi$ing the# "o#e u"ine"".

32

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$e calculator, the "a#e ite# #a! not hairdre""er. A co# or ru"h #ight e #ore appropriate in that ca"e. <econd, decide 'hat !ou are going to "a! on the ite#. A co#pan! "loganC Addre"" direction"C <ince !ou ha$e a relati$el! "#all area, !ou #u"t e $er! conci"e and direct. Third, figure out !our #ethod of di"tri ution. Are !ou going to "end the# to each cu"to#er through the #ailC If "o, ho' #uch 'ill that co"tC ?ill !ou ha$e the# in a ig o'l that "a!" Qta*e oneQC Di"tri ution i" ju"t a" i#portant to con"ider a" u!ing the ite#. Ru"t a" there are #an! reputa le "pecialt! ad$erti"ing profe""ional" in !our area, the indu"tr! i" notoriou" 'ith a lot of high/pre""ure telephone and #ail "olicitor" 'ho often gi$e "pecialt! ad$erti"ing a ad na#e. DonLt u! "pecialt! ad$erti"ing through the #ail 'ithout chec*ing the (ualit! and price" 'ith tru"ted local repre"entati$e" fir"t. And, u!ing "pecialt! ad$erti"ing o$er the telephone i" not reco##ended at all. <pecialt! ad$erti"ing i" a uni(ue 'a! to generate good'ill and put !our na#e on ite#" that people re#e# er. &ut donLt do it unle"" !ou ha$e an ite# and di"tri ution plan that 'ill enefit !our u"ine"". e ideal for a

C!apter , Researc! Met!odology

,%" +eed of t!e (tudy
Con"u#er, in toda!D" #ar*etplace ha" the opportunit! to choo"e et'een "e$eral

a$aila le alternati$e" in al#o"t e$er! product categor!. ?ith increa"ing co#petition, changing con"u#er eha$ior ad$ance#ent of technolog!, The need for ad$erti"ing i" gro'ing e$en #ore for the organi:ation" to reach out to it" cu"to#er" in the e"t

33

po""i le '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 "i:e 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 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 udget. 3eener co#petition, together 'ith e)panded plant capacit!, ha" forced a greater reliance on

pro le# ari"e" 'hen it fail" to deli$er re"ult. <o#e of the rea"on for it could e People ne$er acce""ed or $ie'ed the ad$erti"e#ent, It didZnt left the i#pact it ought to, It 'a" too co"tl! for the re"ult" achie$ed or #e""age 'a" no clear etc. %an! of the pro le# ari"e" ecau"e of the 'rong "election of the #ediu# of ad$erti"ing. E$er! #ediu# ha" it" different co##unication "t!le, reach, pu lic acceptance, co"t ad$antage, "helf life etc. <o a" to under"tand that 'hich characteri"tic of a particular #ediu# "uit" according to the need" of the re"pecti$e co#pan!. The con"u#er" ha$e $er! definite idea" a out the #edia and their ad$erti"ing content. The! elie$e for e)a#ple that ne'"paper" are the e"t "ource of "hopping infor#ation, the e"t "ource of infor#ation a out "ource" of entertain#ent and that the! contain the #o"t u"eful ad$erti"e#ent" of the four #edia included in thi" "tud!. The! al"o feel that ne'"paper ad$erti"e#ent" are the #o"t truthful and infor#ati$e, and 'ould #edia. ?hen it co#e" to tele$i"ion People indicate" that it "pend" the greate"t a#ount of it" #edia ti#e 'ith tele$i"ion, and that tele$i"ion i" their fir"t choice for entertain#ent and for 'orld and national ne'". ?hile people feel" that tele$i"ion ad$erti"ing i" the #o"t anno!ing, in"ulting, #i"leading and #o"t in need of go$ern#ent regulation, the! al"o feel it i" the #o"t entertaining and the e"t "ource of ne' product ne'". Radio and #aga:ine" appear to hold a $er! "econdar! po"ition in the #ind of the con"u#er $i"/[/$i" tele$i"ion and ne'"paper". ?hile people indicate" that #aga:ine" are the #ediu# the! "pend the lea"t a#ount of ti#e 'ith, and the #ediu# the! could e lea"t 'illing to gi$e up the ad$erti"ing content of the ne'"paper 'hen co#pared to the other e"t

34

Qdo 'ithout,Q the! are al"o the #ediu# 'hich pro$ide" the e"t "ource of infor#ation on dura le good" in their opinion. Thu", the goal of the "tud! i" to under"tand ho' the right choice of #edia can actuall! help in getting #a)i#u# po""i le enefit" fro# ad$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$aila le criteria, to judge, 'hich #ediu# 'ould e #o"t effecti$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$e. The pri#e o jecti$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$aila le #ediu#" of ad$erti"ing for u"ine""e". .4 To under"tand the pri#ar! o jecti$e" and need" for ad$erti"ing of $ariou" u"ine""e" 1'.r.t. "elect indu"trie"4. 04 To under"tand the <uita ilit! of $ariou" Ad$erti"ing #ediu#" for different Product and indu"tr! le$el". 84 To correlate the effecti$ene"" of $ariou" ad$erti"e#ent" 'ith the choice of #ediu# u"ed. &e"ide" the a o$e o jecti$e", the "econd part of the re"earch in$ol$ed on getting ac(uainted 'ith the con"u#er eha$ior 'ith re"pect to $ariou" #ediu#" of ad$erti"ing. The o jecti$e" are "tated a" follo': -4 Attitude of people to ad$erti"ing on $ariou" #ediu#" in northern region of India.

35

+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. A4 <econdar! Re"earch: <econdar! re"earch 'a" needed in the "tud!, "o a" to under"tand all the pre$iou" re"earche", "tudie", and deri$ation in the a o$e field of #edia co#pari"on" for ad$erti"ing. In our "econdar! re"earch, 'e "tudied $ariou" re"earch paper" of #ultiple author" and pu lication" to get the larger picture of the "ituation. Our "econdar! re"earch i" cited in $ariou" place" in the re"earch paper. The a"ic purpo"e of the "econdar! re"earch i" to ac* up the action" ehind the pri#ar! re"earch 'ith the *no'ledge. &4 Pri#ar! Re"earch: Pri#ar! re"earch 'a" carried out u"ing $ariou" re"earch tool". Pri#ar! re"earch carried $ariou" inter$ie'", and (ue"tionnaire". It 'a" a"icall! ta*en fro# t'o per"pecti$e", One 'a" the co#pan! per"pecti$e and the other 'a" the con"u#er per"pecti$e.

,%, Researc! Met!od4 Company 'erspective

The purpo"e of the re"earch 'a" to under"tand the ad$erti"ing need" of different co#panie" li*e 'hat are there e)pectation" fro# ad$erti"ing, do the! under"tand the i#portance of "electing the right #ediu# for ad$erti"ing etc. <o that after ad$erti"ing need" of the u"ine""e" are *no'n, on the a"i" of our "econdar! re"earch and the pri#ar! re"earch 'ith con"u#er", the "uita ilit! of ad$erti"ing #ediu# could e anal!:ed 'ith re"pecti$e need of the co#pan!. A" in, E$er! u"ine"" i" at a different

36

pha"e of gro'th fro# "tart up to gro'th to #aturit! and thu" #et ! 'hich particular #ediu# of ad$erti"ing

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"

,%,%" (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$er"e u"ine"" need" fro# "ale", ROI, relation"hip organi"ation". uilding, rand uilding, Infor#ation Pro$iding etc "o a" to get the clear picture a" to 'hat are the need" of the di$er"e "et of

,%,%# 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" 1Cant:ler, -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 $aria le" =urther#ore, it i" characteri:ed ! 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$e re"earch i" the high degree of o jecti$it! and due to the large "cope of o "er$ation" it i" po""i le to #a*e generali:ation". >ualitati$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 @"oftA 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"

37

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 <ingle te)t o) open ended (ue"tionnaire

Inter$ie'": Inter$ie'" are cho"en to gather infor#ation, a good 'a! for u" to get infor#ed a out the current "ituation. The inter$ie' help collecting data leading to "ol$e the purpo"e of the re"earch In order to o tain a thorough under"tanding of the organi:ation" per"pecti$e of ad$erti"ing in different #ediu#, the author" decided to inter$ie' one of the co/founder" of the co#pan!. It i" not "i#ple to define a (ualitati$e re"earch, a" "tated (ualitati$e approach "hould ! Le*$all and ?ahl in 1+,,-4. A e focu"ing on relati$el! "#all "a#ple" and the

inter$ie'" "hould e lo' "tructured and e anal!:ed 'ith $er al rea"oning.

,%,%* Researc! met!odology

The (ue"tion" to e a"*ed fro# the indu"tr! people 'ere *eenl! de"igned *eeping in #ind all the po""i le "ituation" and pro a ilit!. The"e are "tated a" follo': To under"tand, 'hether the indu"tr! people actuall! reali:e the need of ad$erti"ing in their u"ine"". ?hether it e)i"t" or no. To under"tand, ho' do the! "ee ad$erti"ing a" a function of u"ine"". ?hether it i" long ter#, i#age uilding or "hort ter#, profit dri$en. To under"tand, 'hich pha"e of gro'th u"ine""e" are in li*e "tart up, gro'th, #aturit! etc. <o a" to further correlate it 'ith $ariou" other generali:ation" To under"tand, ho' #uch target "pecific to'ard" ad$erti"ing. u"ine""e" are in their approach

38

?hat #ediu# of ad$erti"ing i" e#plo!ed u"ine"".

! the

u"ine"" according to their

need" and e)pectation"C Go' apt that #ediu# i" in #eeting the need" of the

Go' do the! thin*, the re(uired #ediu# i" helping

u"ine""e" achie$e their

target "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"ingC ?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$ing different o jecti$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)t o) (ue"tion"

39

,%-%# (ample Frame4

The <a#ple fra#e for each (ue"tionnaire 'a" .,. ?hile getting the (ue"tionnaire filled, *een intere"t 'a" laid on #aintaining the $aria ilit! in the de#ographic" of the population, "o a" to get di$er"e opinion on the topic.

,%-%* Researc! Met!odology4

The re"earch #ethodolog! for all the three (ue"tionnaire" i" "tated a" elo': 8uestionnaire "4 The purpo"e of (ue"tionnaire - 'a" to fir"t under"tand 'hich #ediu# of entertain#ent i" #o"t u"ed ! the people "o a" to get the infor#ation a out, 'here the large chun* of people could e located. <econdl! to get the direct con"u#er opinion on the choice of the follo'ing #ediu#" of ad$erti"ing: Tele$i"ion Ne'"paper and %aga:ine Outdoor Ad$erti"ing Radio Direct #ail ad$erti"ing Internet ad$erti"ing

The con"u#erD" opinion on the a o$e "aid, #ediu#" of ad$erti"ing 'ere anal!:ed on follo'ing factor": Enjo!#ent and Entertain#ent Infor#ational Action Tru"t

40

Attitude Irrita ilit!

8uestionnaire #4 The "aid >ue"tionnaire 'a" u"ed to get peopleD" 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

41

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 $ie'ed #ediu# of entertain#ent for people, according to the#, follo'ed ! radio, ne'"paper, #aga:ine and tra$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 a 8 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

42

Entertaining Informational Reference to 'urc!ase and Trust ort!y Irritating

.,M 8M ,M

.,M 88M -,M

disagree +,M +,M 08M

-,M +,M 0,M

-,M ,M 8M

+.0, +.88 ..0,

-,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$er!thing <econdl!, People find tele$i"ion ad$erti"ing to e infor#ational, i.e. the! get their infor#ation fro# tele$i"ion ecau"e it ha" got rating a$erage of +.88. After entertaining and infor#ational, Tele$i"ion ad$erti"ing 'a" found to e Irritational ecau"e it got the rating a$g of +.68. La"tl! fourth ran* 'a" gi$en to Ad$erti"ing a" a refernce to purcha"e. e

The a o$e opinion "ho'n "a!", People #a! found Tele$i"ion ad$erti"ing to

entertaining or infor#ational. &ut the! "till donZt con"ider it a" an reference to purcha"e. Thu", =ro# a o$e opinion", It could e "aid that Tele$i"ion ad$erti"ing "hould e *ept ! the co#pan! in it" #ar*eting ca#paign to *eep the people intere"ted in the rand not to #a*e people purcha"e an! product A" in the Polling of #o"t fa$oured #ediu# of entertain#ent, tele$i"ion top" the chart". Thu", oth re"earch "a!" Co#pan! "hould ad$eti"e in tele$i"ion to create a good rand i#age, ut "hould not e)pect #uch "ale" fro# it. 5% +e spaper and Maga.ine

43

(trongly Agree Entertaining Informational Reference to 'urc!ase and Trust ort!y Irritating ,M +,M +,M -,M

Agree

+eit!er agree nor disagree .,M +8M +8M

0isagree

(trongly 0isagree

Rating Average +.0, +.-8 +.;,

.8M 8,M .8M

-8M 8M +8M

, , 8

-,M

08M

08M

...8

Interpretations4 People found Ne'"paper and #aga:ine 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 #aga:ine ad$erti"ing 'a" al"o found to e a rference to purcha"e and tru"t'orth!. People found ne'"paper and #aga:ine ade$erting to e lea"t irritating.

Ne'"paper and #aga:ine 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$en found to e #o"t infor#ational #ediu# and co#plete infor#ation further generate" tru"t a#ong"t the #ind" of con"u#er". Thu", Ne'"paper and #aga:ine ad$erti"ing "hould ne$er e left fro# the co#apn!Z" ad$erti"ing ca#paign a" it i" found to #ediu#. C% Outdoor Advertising
(trongly Agree Agree +eit!er agree nor disagree 0isagree (trongly 0isagree Rating Average

e a reference to purcha"e and a tru"t'orth!

44

Entertaining Informational Reference to 'urc!ase and Trust ort!y Irritating

+-.-M 8..M ,M

5..+M 0+.-M .-.5M

-8.;M +5..M .-.5M

,M +5..M .-.5M

,M ,M 8..M

-.78 +.60 ..--

,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$erti"ing, a" li*e ne'"paper and #aga:ine ad$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 Entertaining Informational -,M 8M

Agree

+eit!er agree nor disagree -8M +8M

0isagree

(trongly 0isagree

Rating Average ..,8 ..-,

.8M .8M

+,M -8M

+,M +,M

45

Reference to 'urc!ase and Trust ort!y Irritating

,M

-,M

8,M

+8M

-8M

..08

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 Entertaining +8M

Agree

+eit!er agree nor disagree .,M

0isagree

(trongly 0isagree

Rating Average +.;8

-,M

+8M

-,M

46

Informational Reference to 'urc!ase and Trust ort!y Irritating

-8M 8M

.,M -,M

+8M 0,M

+8M .8M

8M -,M

+.68 ...8

+,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 uild relation". =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
(trongly Agree Entertaining Informational -8M -8M +8M 5,M Agree +eit!er agree nor disagree 0,M -8M +,M -,M 0isagree (trongly 0isagree ,M ,M Rating Average +.58 +.+,

47

Reference to 'urc!ase and Trust ort!y Irritating

-,M

+,M

0,M

+,M

,M

+.;,

8M

+8M

8,M

+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$erti"ing Ne'"paper and %aga:ine Outdoor Ad$erti"ing Radio Ad$erti"ing Direct %ail Internet Ad$erti"ing

Ad$erti"ing

48

Ade$erti"ing
Entertaining Informational Reference 'urc!ase Trust ort!y Irritating to and +.68 ...8 ..0+ ...8 +.;8 ..,, +.0, +.88 ..0, +.0, +.-8 +.;, -.78 +.60 ..-..,8 ..-, ..08 +.;8 +.68 ...8 +.58 +.+, +.;,

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 Most Entertaining

Tele$i"ion Ad$erti"ing Ne'"paper and #aga:ine Ad$erti"ng Internet Ad$erti"ing Direct %ail Ad$erti"ing Radio Ad$erti"ing

+.0, +.0,

+.58 +.;8 ..,8

7777777 Entertaining

$east

#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 #aga:ine Ad$erti"ng Internet Ad$erti"ing Tele$i"ion +.-8 +.+, +.88 +.60

777777 Most Informational

49

Outdoor Ad$erti"ing Direct #ail ad$erti"ing Radio Ad$erti"ing

+.68 ..-,

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 %aga:ine +.;, ad$erti"ing Internet Ad$erti"ing Outdoor Ad$erti"ing Direct #ail Ad$erti"ing T2 Ad$erti"ing Radio Ad$erti"ing ,2 +.;, ..-...8 ..0, ..08

777777 Most Trust ort!y

77777 $east Trust ort!y

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 Direct #ail Ad$erti"ing Internet Ad$erti"ing

+.68 +.;8 ..,,

777777 Most Irritating

Ne'"paper and #aga:ine ...8 ad$erti"ing ...8 Radio Ad$erti"ing Outdoor Ad$erti"ing ..0+
777777 $east Irritating

-%"%# 8uestionnaire # 4 5e!avioural testing of consumers on different Advertising Mediums 7#

50

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 a o$e (ue"tion 'a" a"*ed to under"tand the ne'"paper and #aga:ine reading ha it" of people. <o a" to "ee, Go' #uch people are acce""i le to'ard", ne'"paper 2er! fe' people read #ore than + ne'"paper" a da! ?here a" +,M plu" people read . ne'"paper" and "o#e #aga:ine" in a da!. Larger chun* of people i.e. near to 6,M people read "ingle ne'"paper" and fe' #aga:ine" in a da! ?here"" there are "till people 'ho ne$er read #aga:ine" and ne'"paper" and that nu# er i" le"" than -, M Question 2 Did advertisements in newspaper and magazine, grab your a" a #ediu# of entertain#ent

attentions?

51

Interpretations4 After under"tanding the reading ha it" of ne'"paper" and #aga:ine" ! the people and under"tanding ho' #uch people are acce""i le 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$erti"ing gra their attention. And 5, M of people "aid, <o#eti#e" ne'"paper a$erti"ing gra their attention, if the! are too catch!. Thu" #ajor part of people 'ere on the po"iti$e "ide of ne'"paper gra ing their attention" And $er! fe' people "aid that, ne'"paper ad$erti"ing rarel! or ne$er gra their attention. That i", the nu# er 'a" near to -8M. Thu", On a po"iti$e note #o"t of the ne'"paper ad$erti"ing gra peopleZ" attention. &e"ide" Ne'"paper ad$erti"ing the pre$iou" re"earch. Gence, Ne'"paper "tand" a fair chance in peopleZ" e!e". =or it peopleZ" attention and al"o ad$erti"ing. eing ta*ing eing infor#ational and entertaining according to

eing an infor#ational and entertaining #ediu# of

52

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""i ilit! and attention gra depend" on the add the! "ee in ne'"paper or not. The re"ult i" "till on the po"iti$e "ide" a" #ore than ;,M of people "a!" that Ee" and "o#eti#e" their purcha"e deci"ion depend" on the Ad" eing "een ! the# in tele$i"ion and ne'"paper #aga:ine" Question " How frequently you listen to #adio in a day? ing of ne'"paper", it 'a" "tudied that 'hether all thi" lead" to purcha"e or not. That i" 'hether the peopleD" purcha"e deci"ion

53

Interpretations4 The a o$e (ue"tion 'a" a"*ed to "ee, ho' fre(uentl! doe" a per"on li"ten" to radio in a da!. <o a" to "ee, Go' #uch are the! acce""i le to radio ad$erti"e#ent" in a da!. &efore judging 'hat i#pact the! lea$e on people, it 'a" to e "een Go' #uch people are into it. The re"earch "ho'", 2er! fe' people li"ten to Radio the 'hole da!. &ut #ajor part of people i.e. 7,M li"ten" to radio, "o#eti#e" in a da! or rarel! in a da!. &ut the e"t part i" that people li"ten to it at "o#e point of the da!, 'hich "ho'", the! are acce""i le to radio in a da!. 2er! fe' people "aid, the! ne$er li"ten to radio in a da! i.e. Le"" than -, M.

Thu" #ajorit! of people li"ten to radio at "o#e point of the da! and are acce""i le to radio ad$erti"e#ent".

Question $

%hi!h of the following motives in #adio

dvertisements generate

most trust in your minds and leads to a!tions?

54

Interpretations4 After "eeing, ho' #uch people are acce""i le 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

55

The purpo"e of a o$e (ue"tion 'a" to under"tand fro# the people, ho' effecti$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$e note, %ore than 5,M of people 'ere on the "ide that their opinion ha" e$er changed on "eeing a particular rand again and again eing ad$erti"ed on outdoor location" li*e #etro o ill oard ad$erti"ing.

8uestion <

According to you@ from t!e follo ing c!aracteristics@

!at

leaves most impact on you advertisementsA

it! respect of direct mailer received as

56

Interpretations4 The a o$e (ue"tion 'a" a"*ed to "ee, On 'hat a"pect, Direct #ail lea$e" #o"t effect on people. <o a" to anal!:e, 'hat purpo"e of ad$erti"ing could e e"t "ol$ed ! the direct #ailer ad$erti"ing. The re"earch "ho'": %ore than 0,M of people "aid the! "ee direct #ail ad$erti"ing a" #ore of rand uilding. Thu", according to the#, rand of a co#pan! uild" 'ell through direct #ailer ad$erti"ing. <econdl!, Near to 0,M of people "aid, Direct #ailer ad$erti"ing relation 'ith the rand on a po"iti$e note. %ore than -,M people "aid that the! "ee direct #ailer ad$erti"ing a" #ore of infor#ational. That i" it pro$ide" the# the infor#ation the! need". 2er! fe' or no people "aid that, direct #ailer ad$erti"e#ent" lead" the# to purcha"e of the good. uild" their

Question *

!!ording to you, whi!h of the following medium of advertising,

displays its message perfe!tly without wasting your time?

57

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$erti"ing 'ere #ore or le"" on "a#e "tand in peopleD" e!e a" #ediu# of ad$erti"ing that con$e!" it" #e""age perfectl!. Thereafter co#ing radio ad$erti"e#ent" eing con$e!ing it #e""age perfectl! at --M La"tl! people opted for direct #ailer and #aga:ine". The choice here i" le"" ecau"e not e$er! one ha" acce"" to the"e #ediu#" of ad$erti"ing. 2arit! in peopleD" choice in the #ediu# of choice of ad$erti"ing that con$e!" it" #e""age perfectl! 'ithout 'a"ting their ti#e, "ho'" difference" in peopleD" 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 a o$e (ue"tion 'a" to "ee

58

?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

<o#e of the re"pon"e" of people are "ho'n a" follo'": Clear 'inner in the categor! 'a" 2odafone, 'hich got #ore than 8 $ote" fro# the people and "o#e e$en "pecified the :oo :oo ca#paign of 2odafone. <o#e other rand" "elected 'ere: No*ia L9 A#'a! 'e are li"tening 2ol*"'agen %o ile Phone 2ol*"'agen %into fre"h Gindu"tan le$er, ath "oap" Lu) Cad ur! Dair! #il*

A o$e 'ere "o#e of the tele$i"ion ad$erti"ing

rand" that people re#e# ered fir"t on the #ention of

<o#e of the interpretation" fro# the a o$e There are no "er$ice rand" on the li"t. Al#o"t all are the con"u#er good". 2odafone 'a" a clear 'inner con$e!ing. ecau"e of it" (ualit! of ad" and the #e""age

59

The"e are "o#e of the ad" that ha" uild their relation" 'ith #a"" pu lic 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 a o$e (ue"tion 'a" a"*ed, "o a" to "tud!, on "eeing 'hich productD" ad$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, %o ile, 2odafone, &ingo, Airtel, <anitar! nap*in", Toothpa"te, %aa:a GHL

(econd c!oice options4

Co*e, Gero Gonda, Tata Doco#o, Airtel, Dura le good", Tide, &eaut! Product", <harp Tele$i"ion, L9, Gair oil, <oap, 3ur*ure, ITC

T!ird c!oice options4

&ig &a:aar, <a#"ung, Tata indica, Tide, Airtel, Cell phone", <a#"ung, Tele$i"ion, 2eet, &ritania.

Fourt! C!oice options4

Dair! #il*, No*ia, Tata "alt, =air and lo$el!, No*ia, Tata Doco#o, <on!, Clothe", Ola!, =ortune

Fift! C!oice Options4

<a#"ung, <p!*ar, Clinic plu", Tata Tea, Nau*ri.co#, Da ur, =ood Product", pp je'eler", Cad ur!.

60

(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", %o ile Phone", Co"#etic" etc. %o ile phone" li*e <a#"ung and No*ia and #o ile "er$ice" pro$ider" li*e Airtel, Tata Doco#o 'ere "elected ! #an! people. Ad$erti"ing Co"#etic" and G!giene rand" al"o lead" to their purcha"e". =ood product" ad$erti"e#ent" al"o lead to their purcha"e". All product" are e"ta li"hed rand"N there i" no ne' rand or co#pan! in the li"t e)cept ingo.

Question 3

Do you li'e wat!hing advertisements while viewing television?

Interpretations4

61

Ne)t (ue"tion 'a" to under"tand the tele$i"ion 'atching ha it" of people. After under"tanding ho' #uch the! 'atch tele$i"ion, it i" under"tood that ho' #uch the! 'atch ad$erti"e#ent" on tele$i"ion". The An"'er" to the a o$e "ur$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$e part 'a" that near to 5,M people "ur$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?

62

Interpretations4 The a o$e (ue"tion 'a" a"*ed ho' action oriented a tele$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 8,M 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$e note, near to 5,M of people 'atch tele$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 $

1lease ti!', whi!h !ategory of produ!ts is most trustworthy

to buy after wat!hing television dvertisements?

63

Interpretation4 The a o$e (ue"tion 'a" a"*ed to "ee, 'hich categor! of product i" #o"t tru"t'orth! to u! after 'atching tele$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$erti"ing. In that re"earch al"o, product felt in "a#e categor!. Topping the chart "econd i" =%C9 good" ! -;M. <a#e re"ult" 'ere di"pla!ed 'hen people 'ere a"*ed to "elect the 'atching tele$i"ion Ad". Ne)t, People opted for $ariou" "er$ice pro$ider" li*e hotel" =light" etc. %hi!h of the following motives in ,2 dvertisements generates most trust in your minds and leads to a!tions? rand" the! ha$e purcha"ed a"ed on

Question &

Interpretations4

64

The (ue"tion 'a" a"*ed to "ee 'hat characteri"tic in ad" pro$ide" #o"t tru"t in the #ind" of people 'hen it co#e" to action". The re"ult" of the re"earch are "ho'n a" follo'": <urpri"ingl! #ore than 8,M of people opted for Ad" pro$iding infor#ation, create" #o"t tru"t in their #ind" and lead" the# to action". Infor#ation lead" to credi ilit! and credi ilit! lead" to action". After the ad" pro$iding infor#ation, People opted for entertaining ad" ! +; M that create" #o"t tru"t in their #ind" and lead" to action". Pro#otion ad" and ad" ha$ing "che#e" and offer" 'ere ran*ed after the# 'ith an e(ual nu# er of -,M. The re"earch "ho'", that it i" $er! i#portant for co#panie" to con$ince con"u#er" 'ith infor#ation "o a" to ring the co#pan! increa"ed "ale". And it i" al"o $er! i#portant to ne$er to lea$e the entertaining factor, "o that people feel attracted to $ie' it.

-%# Company researc! Analysis

Co#pan! re"earch anal!"i" carrie" the anal!"i" of all the re"earch done upon co#panie", to get their opinion" and #ap their re"pon"e" 'ith re"pect to ad$erti"ing and the different #ediu# of ad$erti"in". E$er! (ue"tion a"*ed had a purpo"e in #ind, 'hich 'ill e e)pleined in the anal!"i" part 'ith the re"ult". There 'ere 8 co#panie" inter$ie'ed for thi" re"earch, 'hich are na#ed a" follo': -4 %irror I#pact +4 Co"#ic Alu#iniu# .4 <RC Infotech P$t. Ltd. 04 E i:.co# P$t ltd. 84 Plato'i"e The re"ult of the re"earch follo'e": Question 1 Do you thin' there is a need for advertising in your business?

65

Interpretations4 The purpo"e of a o$e (ue"tion 'a" to a"*, ho' the co#panie" under"tand" the need of ad$erti"ing in their u"ine"". E$er! u"ine"" ha" different ad$erti"ing need", <o#e $ie' ad$erti"ing a" a long ter# u"ine"" function, 'hile "o#e "ee it a" a "hort ter# u"ine"" function caring ju"t for the return on in$e"t#ent. The purpo"e to under"tand thi" i" a" follo'": To co#pare ho' u"ine"" at different pha"e" of gro'th, loo*" at ad$erti"ing a" a function of u"ine"", 'hether it" long ter# or "hort ter#. According to their preference", 'hich #ediu#" of ad$erti"ing are the! e#plo!ing in their gro'th "trategie"C

The re"pon"e" fro# the co#pan! in the re"earch "a!: %ajorit! of co#pan! i.e. near to 0,M "aid, the! need ad$erti"ing in their u"ine"" all !ear round, 'hich i" a 'a! po"iti$e re"pon"e fro# the indu"tr!.

66

+,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 1hase, would you !urrently pla!e your business in?

Interpretations4

67

The a o$e (ue"tion 'a" a"*ed to under"tand, that 'here the co#panie" follo'": %ajorit! of co#pan! i.e. 0,M inter$ie'ed 'ere gro'ing organi:ation".

eing

inter$ie'ed "tand in their pha"e" of gro'th. The re"pon"e" to the "ur$e! are "tated a"

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 organi:ation". La"t ut not the lea"t, +,M of the organi:ation" 'ere #ature organi:ation".

Thu" a good a#ount of di$er"it! 'a" eing *ept in inter$ie'ing organi:ation", 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?

68

Interpretations4 The "aid (ue"tion 'a" a"*ed to under"tand co#pan!D" ad$erti"ing a" a function of u"ine"". The purpo"e of the a o$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#C 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 a o$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" 0,M of people under"tand the i#portance of infor#ation dri$en ad$erti"ing in u"ine"". Al"o, 0,M 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 eha$ior on ho' the! "ee

per"pecti$e" to "ucceed 'ell in longer ter#". Question " How target spe!ifi! are you in your advertising?

69

Interpretations4 The purpo"e of the a o$e (ue"tion 'a" to under"tand, 'hether the a o$e (ue"tion 'a" to under"tand: Do the! ha$e a target dri$en ad$erti"ing progra# or not. If the u"ine""e" are target "pecific, in that ca"e, do the! pa! "a#e attention to the #a"" audience. The re"pon"e" to the a o$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. u"ine""

under"tand" the $alue target "pecific ad$erti"ing in the u"ine"". The purpo"e of the

Question $ business?

%hat medium of advertising are you !urrently employing for your

70

Interpretations4 The purpo"e of the a o$e (ue"tion 'a" to "ee, 'hich #ediu#" of ad$erti"ing are eing e#plo!ed ! u"ine""e". The re"pon"e" to a o$e (ue"tion 'ere a" follo': 5,M of co#panie" e#plo!ed internet and online #ediu# a" a #ediu# of ad$erti"ing. Internet i" fa"t catching up a" a #ediu# of ad$erti"ing a#ong the co#panie". 0,M of co#panie" "elected #aga:ine and online #ediu# a" the #ediu# the! are currentl! e#plo!ing in their u"ine"". +,M of the co#panie" "elected ne'"paper and "pecialt! ad$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?

71

Interpretations4 The purpo"e of the a o$e (ue"tion 'a" to under"tand, Are the u"ine""e" "ati"fied 'ith their choice of #ediu#. I" it helping the# achie$e their u"ine"" o jecti$e" or not. The re"pon"e" to the a o$e (ue"tion 'ere a" follo'": 5,M of people "aid, Ee", the! are "ati"fied 'ith the choice of their #ediu# and it i" helping the# to achie$e their u"ine"" o jecti$e". +,M of co#panie" "aid that, !e" the #ediu# e#plo!ed i" partiall! helping the# to achie$e their u"ine"" o jecti$e". =inall!, +,M of co#panie", decided to lea$e the (ue"tion 'ith no co##ent".

Question 3 your 4hoi!e)

%hi!h ob0e!tives of business are being met by the medium of

72

Interpretations4 The a o$e (ue"tion 'a" a"*ed to under"tand, 'hich particular o jecti$e of u"ine"" i" eing "ol$ed ! the #ediu# of their choice. The re"pon"e" to a o$e (ue"tion are a" follo'": 5,M 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 0,M "elected, that #ediu# of their choice help the# in creating $i"i ilit! for their co#pan!. <ale", thereafter 'a" "elected ! another 0,M co#panie" a" the function eing "ol$ed ! the #ediu# of their choice. +,M of co#panie" "aid that the #ediu# of their choice help the# in pro$iding infor#ation to their u"ine"". And, la"tl!, +,M of the co#panie" "elected that their #ediu# help" the# in getting co#petiti$e edge in their u"ine"". The "u# total of all (ue"tion" e)ceed" -,,M ecau"e, (ue"tion u"ed here 'a" #ultiple choice (ue"tion, 'ith #ore than one option a" an"'ere.

8uestion =

6!o prompts you to a particular medium of advertisingA

73

Interpretations4 The purpo"e of a o$e (ue"tion 'a" to "ee, in 'ho"e hand" lie" the deci"ion to "elect the right #ediu# of ad$erti"ing for the u"ine"". The re"pon"e" to the a o$e (ue"tion" are a" follo': 0,M of co#panie" "aid that it i" a #utual deci"ion of the higher #anage#ent and #ar*eting depart#ent. +,M of co#panie" "aid that, it i" a deci"ion of higher #anage#ent. =or other +,M co#panie", the deci"ion 'a" of the #ar*eting depart#ent of the co#pan!. =inall!, for +,M of co#pan!, the deci"ion depend" on "o#e out"ide ad$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!, LetD" "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 intoA 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

74

factor in the purcha"e decion of the people. It 'or*" e"t for con"u#er good", =%C9, Electroni good", %o ile phone" etc. +e spaper 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$erti"ing, 'hich further create" credi ilit!. In an! ca"e, re#e# er that ne'"paper" are t!picall! "canned ! the reader. E$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 readerD" attention. Reader" tend to peru"e #aga:ine" #ore carefull! than the! do ne'"paper", and ecau"e #aga:ine ad" are placed fe'er per page, the co#petition for the readerD" e!e i" reduced. &ut #aga:ine ad" co"t #ore than ne'"paper ad". %aga:ine" are a great aid for &+ ad$erti"ing and i#age uilding. Radio offer" a dra#atic i#pro$e#ent o$er @printA ad$erti"e#ent". The @li"tenerA 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 advertisements are hard to a$oid $ie'ing. The! increa"e" $i"i ilt! 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"i ilit! factor, no one "pend" an! great a#ount of ti#e reading the#. The! are appropriate for $er! "i#ple #e""age". 0irect mail ha" the highe"t i#pact of an! #ediu#. Eour #e""age reache" each recipient in a per"onali:ed 'a! and at a #o#ent the! ha$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.

75

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""i le 'a!. The a o$e "tud! i" li*e 'ater, 'hich can ta*e an! "hape of *no'ledge and the an! conclu"ion" can e deri$ed fro# it a"ed on the different need" of the people and co#panie". Our jo 'a" to unco$er $ariou" fact", 'hich could e further "haped 'ith an! conclu"ion". Eour need" and re(uire#ent" could e put in front and eing #atched 'ith the fact" "tated in the anal!"i" and finding" and !our o'n conclu"ion" can e deri$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 a o$e infor#ation can could e e"t for an! u"ine"". e u"ed to under"tand, 'hich #ediu# of ad$erti"ing

76

AnneBure
Consumer 8uestionnaire " CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC
Behavioural testing on different advertising medium

1. 'lease provide us small detail of yourself

'lease provide small detail yourself +ame4 Address "4 Address #4 CityDTo n4 (tateD'rovince4 us of

77

Email Address4 #% 'lease Tick t!e medium on entertainment@ t!at is most used /y youA Plea"e Tic* the #ediu# on entertain#ent, that i" #o"t u"ed ! !ouC a4 Tele$i"ion 4 Radio c4 Ne'"paper d4 %aga:ine e4 Tra$eling

*% Television Advertising E 'lease add your opinion on t!e respective options2 (trongly +eit!er Agree nor Agree 0isagree (trongly 0isagree Agree 0isagree a2 I en?oy atc!ing T1 Ads% T!ey are entertaining /2 T1 advertisements provides information@ I need c2 I find T1 advertising as a reference to purc!ase and i trust t!em d2 T1 advertising irritates me t!e most%

,% +e spaper and maga.ine advertising E 'lease add your opinion on t!e respective options4 (trongly +eit!er Agree nor Agree 0isagree Agree 0isagree a2 a2 I en?oy atc!ing +e spaper and maga.ine Adds% T!ey are entertaining /2 +e spaper and maga.ine Ads provides information@ I need c2 I find +e spaper and maga.ine ads as a reference to purc!ase and i trust t!em (trongly 0isagree

78

(trongly +eit!er Agree nor Agree 0isagree Agree 0isagree d2 +e spaper and maga.ine ads irritates me t!e most%

(trongly 0isagree

-% Outdoor Advertising E 'lease add your opinion on t!e respective options2 (trongly +eit!er Agree nor Agree 0isagree (trongly 0isagree Agree 0isagree a2 I en?oy atc!ing outdoor Ads% T!ey are entertaining /2 Outdoor advertisements provides information@ I need c2 I find Outdoor advertising as a reference to purc!ase and i trust t!em d2 Outdoor advertising irritates me t!e most%

;% Radio E 'lease add your opinion on t!e respective options2 (trongly +eit!er Agree nor Agree 0isagree Agree 0isagree a2 I en?oy listening Radio Ads% T!ey are entertaining /2 Radio advertisements provides information@ I need c2 I find Radio advertising as a reference to purc!ase and i trust t!em d2 Radio advertising irritates me t!e most%

(trongly 0isagree

<% 0irect mail Advertising E'lease add your opinion on t!e respective options2 (trongly +eit!er Agree nor Agree 0isagree (trongly 0isagree Agree 0isagree a2 I en?oy direct mail Ads% T!ey are

79

(trongly +eit!er Agree nor Agree 0isagree Agree 0isagree entertaining /2 0irect mail advertisements provides information@ I need c2 I find 0irect mail advertising as a reference to purc!ase and i trust t!em d2 0irect mail advertising irritates me t!e most%

(trongly 0isagree

=% Internet Advertising E 'lease add your opinion on t!e respective options2 (trongly +eit!er Agree nor Agree 0isagree (trongly 0isagree Agree 0isagree a2 I en?oy Internet Ads% T!ey are entertaining /2 Internet advertisements provides information@ I need c2 I find Internet advertising as a reference to purc!ase and i trust t!em d2 Internet advertising irritates me t!e most%

Consumer 8uestionnaire # CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

5e!avioural Testing on 0ifferent advertising medium #

"% 'lease provide small detail of yourself% +ame4 Address "4 Address #4

80

CityDTo n4 (tateD'rovince4 Email Address4 #% 'lease specify t!e age group you /elong to4 -, to -6 -; to +; +; to 0, 0, to 5, 5, and a o$e *% )o fre:uently you are in your ne s paper or maga.ine reading !a/itsA

I read #ore than + ne'"paper in a da! and #an! #aga:ine" in a #onth. I read t'o ne'"paper in a da! and "o#e #aga:ine" I read "ingle ne'"paper in a da! and $er! fe' #aga:ine" I DonZt read ne'"paper" and #aga:ine" ,% 0id advertisements in ne spaper and maga.ine@ gra/ your attentionsA Ee", I pa! *een attention to ad$erti"e#ent" in ne'"paper and #aga:ine. <o#eti#e", If the ad" are too catch! Rarel! Ne$er -% According to you@ )ad your purc!ase decision ever depended on t!e Ads you sa in t!e ne spapers or maga.inesA Ee", Al'a!" <o#eti#e" Rarel! Ne$er ;% )o fre:uently you listen to Radio in a dayA

81

?hole Da! <o#eti#e" in a da! Rarel! in a da! Ne$er

<% 6!ic! of t!e follo ing motives in Radio Advertisements generates most trust in your minds and leads to actionsA Ad$erti"e#ent" pro$iding infor#ation Entertaining Ad$erti"e#ent" Pro#otional Ad$erti"e#ent" Ad$erti"e#ent" 'ith "tar pre"ence Ad$erti"e#ent" ha$ing "che#e" and offer"

=% 0oes your opinion improves on a particular /rand on seeing it advertised fre:uently at outdoor locations like metroFs or /ill/oard advertisements etc%A Ee", it ha" <o#eti#e", It do Rarel!, It doe" Ne$er.

>% According to you@ from t!e follo ing c!aracteristics@ !at is most impactful on you it! respect of direct mailer received as advertisements A Infor#ational &rand &uilding Purcha"e 1Action4 Relation"hip &uilding

82

"G% According to you@ !ic! of t!e follo ing medium of advertising@ displays its message perfectly it!out asting your timeA Tele$i"ion Ne'"paper %aga:ine" Internet Direct #ail Outdoor ad$erti"e#ent" Radio

Consumer 8uestionnaire * CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

5e!avioural Testing on television advertising
"% 'lease provide us small detail of 3ourself% +ame4 Address "4 Address #4 CityDTo n4 (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,

83

e4 5, and a o$e *% +ame t!e first /rand and product category t!at comes to your mind on listening of Television AdvertisingA

,% (uggest t!e names of - suc! /rands or products !ose /uying decisions /ased on your atc!ing its television advertisementA -4 +4 .4 04 84 -% 0o you like atc!ing advertisements !ile vie ing televisionA

ere

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 la:ine"" of "'apping channel" d4 I rarel! 'atch T2 ad" e4 I ne$er 'atch T2 ad" ;% 0o you tentatively atc! television advertisement for making your purc!asing decisions or ?ust !ave to atc! for any random reasonA a4 Tentati$el! 'atch 4 ?atch occa"ionall! c4 ?atch rarel! d4 Ne$er 'atch <% 'lease tick@ !ic! category of products is most trust ort!y to /uy after atc!ing television AdvertisementsA a4 In"urance 4 =%C9 9ood" 1eata le"4 c4 Go#e Electronic good" d4 %edicine", eaut! and G!giene product" e4 2ariou" <er$ice Pro$ider"1 li*e hotel", flight etc4

84

f4 Other" =% 6!ic! of t!e follo ing motives in T1 Advertisements generates most trust in your minds and leads to actionsA a4 Ad$erti"e#ent" pro$iding infor#ation 4 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! o liged to !ou for "pending !our $alua le ti#e and #one!VVV

Company 8uestionnaire , CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

Company perspective on Advertising

"% 'lease provide small information of yourself% +ame4 Company4 Address "4 CityDTo n4 (tateD'rovince4 Email Address4 #% 0o you t!ink t!ere is a need for advertising in your /usinessA A "olutel!, All !ear round <o#eti#e", 9oal dri$en %a! e, 'hene$er "pecificall! needed Ne$er *% )o do you see advertising as a function of /usinessA E 'lease tick t!e ans er t!at /est suits your opinion% you can select more t!an one option2

85

A. <hort ter#, Profit #a*ing and ROI &. Long ter#, &rand uilding C. Co##unication and relation uilding D. Infor#ation dri$en. ,% 6!ic! '!ase@ ould you currently place your /usiness inA

<tart up organi"ation 9ro'ing organi"ation %ature, ut "till gro'ing organi"ation %ature Organi"ation No Co##ent" -% )o target specific are you in your advertisingA

2er! target "pecific, Ad$erti"ing to onl! "pecific "et of cu"to#er" Target "pecific ut not ignoring #a"" audience %a"" audience, Not target "pecific Ne$er a con"ideration No co##net" ;% 6!at medium of advertising are you currently employing for your /usinessA E 'lease tick t!e option t!at /est suits your opinion% 3ou can select more t!an one option2 Tele$i"ion Ne'"paper %aga:ine InternetF online Direct %ail 1 Ne'"letter"4 <pecialt! ad$erti"ing 1 li*e u"e of i#printed, u"eful or decorati$e product" li*e *e!chain" etc.4 Outdoor <% Are you satisfied it! t!e c!oice of your medium and Is it meeting t!e o/?ectives of your /usinessA Ee", It i" Ee", Partiall!

86

Ee", &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% E'lease tick t!e ans er t!at /est suits your opinion% 3ou can select more t!an one option2 Creating 2i"i ilit! Infor#ation pro$iding Relation &uilding &rand Recall <ale" Co#petiti$e edge "G% 6!o prompts you to a particular medium of advertisingA E 'lease tick t!e option@ t!at /ets suits your opinion%3ou can select more t!an one option2 Gigher %anage#ent Deci"ion. %ar*eting Depart#ent decide". Depend" on out"ide Ad$erti"ing Agenc!. %utual Deci"ion No Co##ent"

87

5i/liograp!y
5ooks %ar*eting %anage#ent ! Philip 3otler Ad$erti"ing %anage#ent ! Raji$ &atra, Rohn 9. %!er".

Researc! papers 9erard R. Telli", %ar"hall <chool of &u"ine"", California, Rournal of ad$erti"ing re"earch, Rune +,,7 The Role of PR, RUn*Uping Rune +,,8 Eli:a eth %arting, New Products, New Profits 1Ne' Eor*: A#erican %anage#ent A""ociation, -7504 Roger G. &olin, cited in Ru""el G. Colle!, Defining Advertising Goals for Measured Advertising Results 1Ne' Eor*: A""ociation of National Ad$erti"er", -75-4, =ore'ord.4 Rournal of %ar*eting. 2ol. .., -7574. Hni$er"it! of <outhern

88