CHANAKYA NATIOANL LAW UNIVERSITY

NYAYA NAGAR, MITHAPUR, PATNA-800001

“BRAND AWARENESS OF CTV COMPANY ” Commented [MM1]: Which company specify

ROUGH DRAFT
SUBMITTED TO:
Dr. MANOJ MISHRA (FACULTY OF MANAGEMENT )

SUBMITTED BY:
NAME: AMRIT ADITYA
COURSE: B.B.A.,LL.B(Hons.)
ROLL NO: 1814
SEMESTER: 2nd
SUBJECT: MARKETING MANAGEMENT
INTRODUCTION
Brand awareness refers to the extent to which customers are able to recall or
recognise a brand. Brand awareness is a key consideration in consumer behaviour ,
advertising management, brand management and strategy development. The
consumer's ability to recognise or recall a brand is central to purchasing decision-
making. Purchasing cannot proceed unless a consumer is first aware of a product
category and a brand within that category. Awareness does not necessarily mean
that the consumer must be able to recall a specific brand name, but he or she must
be able to recall sufficient distinguishing features for purchasing to proceed. For
instance, if a consumer asks her friend to buy her some gum in a "blue pack", the
friend would be expected to know which gum to buy, even though neither friend
can recall the precise brand name at the time.
The CTV Television Network (commonly referred to as just CTV) is an English-
language brand television network in Canada launched in 1961. Since 2000, it is
owned by the CTV Inc. subdivision of the Bell media division of BCE, Inc. It is
Canada's largest privately or commercially owned network, and has consistently
been placed as Canada's top-rated network in total viewers and in key
demographics since 2002, after several years trailing the rival Global Television
Network in key markets.

TENTATIVE CHAPTERIZATION
The project has been divided into 5 chapters.
1:- Introduction .
2:- The concept of brand awareness, and it’s various kind/types and what concept is
being used by CTV for its viewer.
3:- This chapter is about how the concept of brand awareness has been developed
and changed with time, and how this concept is measured now a day’s and what
are it’s hierarchy of effect .
4:- Various techniques used by the CTV company to attract more and more
viewers and make theme aware about its brand, and what kind of marketing
impact does this concept have for CTV.
5. Research Methodology
6. Findings and Analysis

7:- Conclusion and suggestion

AIMS AND OBJECTIVES

1. The researcher tends to analyze how the brand awareness concept helps a
company to attract more customers and how the customers can remember there
brand easily y and can recognize the brand by us seeing one picture or by one line
or by any other thing..

2. The researcher tends to analyze the effect of using brand awareness for the
company and also it differences from those company’s who doesn’t uses this
concept .

HYPOTHESIS
1) The researcher presume that the brand awareness concept doesn’t have any
drawback ,and it is in the favour of the company and it helps the company to attract Commented [MM2]: Which company

more and more customers

2) the brand awareness concept gives the company opportunity to make a unique
identity of it’s product in the eyes of customers, and that’s how a customer can
select the companies product from a pool of similar products.
3) By imp lementing brand awareness concept the CTV company got a
competitive edge over other companies

LIMITATIONS
The researcher has territorial, monetary and time limitations in completing the
project the project topic requires ample time to conduct a survey specially for an
international television company like CTV which has a very large number of
viewers.

SOURCES OF DATA
The researcher is dependent on secondary sources to complete the project.
Secondary sources include the books and websites on the brand awareness
which the researcher consulted while making the project.

RESEARCH METHODOLOGY
The researcher followed doctrinal method of research to complete the project. Commented [MM3]: Has to be non doctrinal

BIBLIOGRAPHY
The researcher consulted following things while making the project.
1. BOOKS
The researcher consulted following book:
a) EMOTIONAL BRANDING: The new paradigm for connecting brands
to people, by Marc gobe.
b) The 22 immutable laws of branding ,by laura ries and al raes.

2. WEBSITES: The researcher consulted following websites:

a. www.academia.edu
b. www.CTV.in
c. www.brandmarketing.com
d. www.wikipedia.org