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INDUSTRIAL PROFILE
ADVERTISING
The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which
means to turn to. The dictionary meaning of the word is ‘to announce publicity or to
give public concerned to a specific thing which has been announced by the advertiser
publicity in order to inform and influence them with the ideas which the
advertisement carries. In business world the terms in mainly used with reference to
selling the product of the concern.
The advertising, as Jones defines it is "a sort of machine made mass production
method of selling which supplements the voice and personality of the individual
salesman, such as manufacturing the machine supplements the hands of the
craftsman." It is thus a process of buying/sponsor/identified media space or time in
order to promote a product or an idea. From a careful scrutiny of the above definition,
the following points emerge :
(1) Electronic Media- Advertisers use two types of media to reach target consumers
over the airwaves; radio or T.V.
(B) Television :Late in India, a growing class of advertising media has been the
TV. In our country, commercial advertising on TV is severely limited
because broadcast timings are only in the evenings. The TV is a unique
combination timing of sight and sound and achieves a deeper impact than the
other media do. This is particularly advantageous for advertisers whose
product require demonstration. TV advertising offers advantage of impact,
mass coverage, repetition, flexibility and prestigious. In our country not
everyone has a TV set; therefore it does not reach everyone. Moreover, in
rural India where 76.31% of our population lives. There are hardly any TV
sets, except at the community centres where electricity is available.
Moreover, TV programmes in our country do not offer much selectivity. The
translation is limited, any centers do not have TV towers.TV appeals to both
the senses of sound and of sight . As a result is combines the two to produce
high-impact commercials. Finally, the fact that product or service is
promoted on TV may build a prestigious image of the product and its
sponsor. The pleasure derived from watching TV is at least potentially
transferable to the advertising message delivered through the medium.
(ii) Print Media: The print media carry their massages entirely through the
visual mode. These media consist of newspapers, magazines and direct mail.
(C) Magazines :Magazines are also mean of reaching different market, both
original and of general and specific interest. An organization may approach
national markets through such publication as Business India, Famina,
Sportsweek, India Today, Business World and Film fare. Some marketers
divide their market on the basis of such variable as age, educational level and
interest magazines. Magazines are divided into those parts that serve
business, industrial consumers, ladies, sports etc. The diversity of magazines
is tremendous. Some offer news or together "General Interest" content to
huge audience. Others are highly specialized, technical or even exotic. In
general, magazines offer advertiser the opportunity to reach highly selective
audience.
(A) Outdoor Advertising :Outdoor advertising involves the use of sign and
bill-boards, posters or displays (such as those that appear on a building’s
wall) and electric spectacular (large, illuminated, sometime animated
sign and display). The marketers may purchase billboards on the basis of
showings. A showing indicates the percentage of the total population of
a particular geographic area that will be exposed to it during one month
period. The highest showing is 100. Here the number of billboards is
would attract approximately 50% of the local population about 20 times
during a month. Sings are usually smaller than billboards and are erected
and maintained by the marketer rather than by the advertising media.
SALES PROMOTION
1. PUBLICITY
PERSONAL SELLING
2. PUBLIC RELATIONS
ADVERTISING EFFECTIVENESS
Sales-Effect:
3. PROGRESS TESTS
The term Netapps has been framed from the term net-ad-produce-
purchases. This method, which has been developed by Daniel Starch and Staff
company, requires the measurement of both readers and non-readers who
purchased and who did not purchase the brand under investigation. The
netapps method is useful in the relative measurement of the sales-effectiveness
of various advertising approaches. But the method is subject to a high level of
false reporting and open to interviewer bias. Moreover, we have considered
advertising influence as the only factor which results in a purchase. There may
be, and often are, other variables which affect purchases.
Controlled Experiment
Attitude Tests
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CLIENTS
Objective of Advertising Effectiveness research
OBJECTIVES
The long term objectives of advertising are broad and general, and concern the
contribution advertising should make to the achievement of overall company
objectives. Most companies regard advertisingly main objective as hat of proving
support to personal selling and other forms of promotion. But advertising is a highly
versatile communications tools and may therefore by used for achieving various short
and long term objectives.
BENEFITS
The functions of advertisement, and that purpose its ethics, may be discussion
below :
1. It leads to cheaper prices. "No advertiser could live in the highly competitive
arena of modern business if his methods of selling were more costly than those
of his rivals."
2. It acquaints the public with the features of the goods and advantages which
buyers will enjoy.
3. It increases demand for commodities and this results in increased production.
Advertising :
a) Creates and stimulates demand opens and expands the markets;
b) Creates goodwill which loads to an increase in sales volume;
c) Reduces marketing costs, particularly product selling costs.
d) Satisfied consumer demands by placing in the market what he needs.
4. It reduces distribution expenses in as much as it plays the part of thousands of
salesman at a home. Information on a mass scale relieves the necessity of
expenditure on sales promotion staff, and quicker and wider distribution leads
to diminishing of the distribution costs.
5. It ensures the consumers better quality of goods. A good name is the breath of
the life to an advertiser.
6. By paying the way for large scale production and increased industrialization,
advertising contributes its quota to the profit of the companies the prosperity
of the shareholder the uplifts of the wage earners and the solution of he
unemployment problem.
7. It raises the standard of living of the general public by impelling it to use to
articles of modern types which may add to his material well being. "Modern
advertising has made the luxuries of yesterday the necessities of today .It is a
positive creative force in business. It makes two blades of grass grow in the
business world where one grew before.
8. It establishes the goodwill of the concern for the test articles produced by it and
in course of time they sell like not cakes consumer search for satisfaction of
their needs when they purchase goods what they want from its beauty,
superiority, economy, comfort, approval, popularity, power, safety,
convenience, sexual gratification and so on. The manufactures therefore tries
to improve this goodwill and reputation by knowing the buyer behaviour.
To sum up it may be said that advertising aims at committing the producers,
educating the consumer, supplementing the salesman converting the producer
and the dealer to eliminate the competitor, but above all it is a link between the
produce and the consumer.
3.OBJECTIVES OF CAMPAIGN
The advertising campaign, especially those connected with the consumers aims
at achieving these objectives :
i) To announce a new product or improve product.
ii) To hold consumers patronage against intensified campaign use.
iii) To inform consumers about a new product use.
iv) To teach consumers how to use product.
v) To promote a contest or a premium offer.
vi) To establish a new trade regional, and
vii) To help solve a coca regional problem.
To create a corporate personality or image.
ii) To build a company prestige.
iii) To keep the company name before the public.
iv) To emphasize company services and facilities.
v) To enable company salesman to see top executive consistently when
making sales calls, and
vi) To increase friendliness and goodwill towards the company.
Developing the campaign programmes. The advertising campaigns are
prepared by the advertising agencies, which work an behalf of their clients who
manufacture product or service enterprises, which have services to sell. The word
campaign is used because advertising agencies approach their task with a sum Blanca
of military fanfare in which one frequently hears words like target audience logistics,
zero in and tactics and strategy etc.
The account executive co-ordinates the work in a campaign. The creation of
an advertising campaign starts with an exploration of consumers habits and
psychology in relation to the product. This requires the services of statistical trained in
survey techniques and of others trained in social psychology. Statisticians select
samples for survey which are done by trained interviewers who visits individuals,
included in the sample and ask question to find out about their taste and habits.
This enquiry often leads to a change in a familiar product. For instance bathing
soap may come in several new colours or cigarette in a new packet or talcum powder
in another size.
Such interviews are often quite essential to find out the appeal of advertising
message for a product that would be most effective with consumers.
David Ogilvy describes a consumers survey to find out the most meaningful
benefit in which women are interested when they buy a face cream. The largest
preference as given to "Cleans deep into pores" followed in order of importance by
prevent dryness, "is a complete beauty treatment, recommended by skin doctors"
makes skin look younger' contains estrogenic hormones, pasteurized for purity,
prevent skin form aging, smooth our wrinkles ogilvy concludes, form this voting
come one of Helena Rubinstein's most successful face creams. We christened it deep
cleanser, thus, building the winning form into name of the product.
After getting the data the account executive puts together the essential
elements of his clients brief, interprets the research findings and draws up what he
calls the "advertising strategy".
The major objectives are :
1. Identifying and analyzing the advertising.
2. Defining advertising objects.
3. Creating the advertising platform.
4. Determining the advertising appropriation.
5. Selection media plan.
6. Creating the advertising message.
7. Evaluating the effectiveness of advertising.
8. Organizing of advertising campaign.
Media Form
1. Press Advertising or Print
i) Newspapers City, Small town, Sundays, Daily,
weekly, Fortnightly, quarterlies,
financial and annuals, English,
vernacular or regional languages.
ii) Magazines General or special, illustrated or
otherwise, English, Hindi, Regional
language.
iii) Trade & Technical Journals, Industrial year Circulated all over the country and
books, commercial, directories, telephone, among the industrialist and business
Directories, references books & annuals. magnates.
2. Direct Mail Circulars, catalogues, leaflets,
brochures, booklets, folders,
colanders, blotters, diaries & other
printed material.
3. Outdoor or Traffic Poster and bills on walls, railways
stations platforms outside public
buildings trains, buses.
4. Broadcast or radio and T.V. Spot, Sectional or national trade cost
5. Publicity Movie Slides and films non
theatrical and documentary films
metal plates and signs attaches to
trees.
6. House to house Sampling , couponing, free gifts,
novelties, demonst-rations.
7. Dealer aids Counter and widows display
demonstration given by retailer or
the advertises goods.
8. Internet Today, Internet is a big spot for
advertising.
So these are the media of the advertising campaign of the selecting of the media.
LIMITATIONS
The project relied mainly on the primary data.
Respondents give very unclear picture.
We have a limited time.
The study is based on limited sample of 100.
It begin my first attempt to undertake such a study, thus the inexperience is also a
obstacle to accomplish the project in a proper way.
It was also difficult to get proper information from the people because they were
indulging in some other activities.
Review of Literature
Its main topics were techniques of measurement, recognition tests, recall and
association tests, opinion and attitude ratings, projective methods, laboratory testing
and analyses of content, and inquires and sales measure. The second half covered
media analysis.
The three chapters in this section open the discussion stressing the
multidimensional nature of advertising's diverse effects. They delineate the
differences between those two domains, and propose separate strategies for solving
evaluation problems.
The proof called for is usually short term. Brand managers must account for
yearly budgets to their division heads. The question asked about the advertising is
whether its performance justified its proportion of last year's marketing budget.
Agencies scramble to produce facts that indicate a positive evaluation of the
advertising contribution. Everyone is on the defensive. Effects are hard to isolate
because advertising merges with other elements of the marketing mix and with non-
marketing aspects of the message environment.
To further complicate the problem, stress on short-term evidence ignores some
of the most important contributions advertising can make Corporate Communications
Manager for General Electric, declared that the value of corporate advertising was
long-term creation and maintenance of goodwill that enhanced his company's ability
to do business. He went on to state that effectiveness can be calculated by taking the
difference between the market price of GE's stock and the book value of the tangible
assets of the company. The more common situation, selling a specific product to a
target market -- does not lend itself to similar calculations. Nevertheless, Costello
made an important point by noting that the true value of advertising is its long-term
contribution to the brand. The goodwill created through advertising can reduce the
cost of doing business and prepare markets for positive responses to subsequent
selling efforts.
ACADEM I C RESEARCH:
Assessments of effectiveness are typically made over longer time spans than
measures of effects. They involve multiple exposures to ads and multiple executions
within campaigns. In contrast, most effects research involves limited numbers of
executions and exposures. Effects are as likely to be evaluated in an experimental
setting as in a natural field setting. Effectiveness must be determined within a
complex environment where other marketing activities and competitive actions
greatly add to the difficulty of assessing advertising's value.
With a large sample of advertising questionnaire to describe the most and least
successful in their experience. I concluded that successful campaigns "are based on
market research findings; they are backed with adequate financial and managerial
resources, they are based on careful media planning; and, they are likely to use
messages that are perceived to be creative and unique" followed up with an identically
designed study with similar results. Both sets of findings focused on organizational
and situational correlates of successful campaigns, with success defined as a
composite score that includes sales, attitude, and awareness. Although i did not
directly address the issue of how success is demonstrated, respondents in samples
agreed that a good client-agency relationship is one of the correlates. A "good"
relationship was defined as consistent key personnel on both sides during the
campaign's development and a lack of client-agency personality conflicts.
The exact nature of the relationship between these surrogate measures and actual
sales is not known; thus what constitutes the appropriate measure of effectiveness
remains highly debatable.
Little in the academic literature has helped to resolve these issues. Instead, advertising
effects are typically studied in controlled experiments that employ one-shot exposures
to single messages over relatively short periods of time. They fail to capture the
effects of multiple related messages in natural environments,each designed to achieve
different changes in consumers.
1.The issue of long-term versus short-term time frames for assessing expected impact.
3.The problem that the link between advertising and sales is usually indirect.
1.Make the role of each advertising effort explicit in the context of multiple
marketing goals and program alternatives. Advertising is only one component of a
broader marketing mix designed to build sales. To evaluate advertising's contribution
to the larger effort, it is necessary to specify in advance what particular goals the
advertising is intended to achieve. For example, advertising may be used to build a
particular brand identity, to change existing perceptions, or to create trial purchase.
Specifying objectives in advance allows for the establishment of specific performance
criteria.
4.Identify and account for the contribution of creative. The main focus of a large
portion of effects research is on the impact of specific elements of the creative
message. Measures of effectiveness must also consider the contribution of creative
work, but this should take the entire creative message into account and not be
restricted just to specific parts of it.
Because brand knowledge and image are cumulative effects of many campaigns, it
may take years to assess the full impact of advertising. Ironically, the group that
stresses long-term effects the most is the critics of advertising. Critics tend to make
assertions such as:
•Models shown in ads lead to an overemphasis on beauty and thinness for women.
•Adolescents start to smoke because cigarette ads show attractive, adventurous, and
popular people smoking.
•Stress on superficial attributes (both for products and political candidates) leads
people to develop poor decision-making strategies.
Although these issues involve a range of target audiences and outcomes, the common
underlying theme is that consistent messages over long periods of time have important
impacts on beliefs, and these beliefs influence behavior. Applied more generally to
our understanding of advertising effectiveness, this theme suggests that consistent
messages over time create beliefs about brands and brand users that ultimately
influence choice processes and create tangible benefits for the advertiser.
The look of the Ivory ad has certainly changed to fit the times, but even with
these changes, for more than 100 years Ivory has continued to say that it is 99 and
44/100% pure. In 1882 this point needed to be placed in bold in the first paragraph.
By 1994, all that was needed was a simple reminder in small print below the bar. By
consistently stressing this one claim, Ivory has captured the attribute of purity (and
perhaps associated attributes such as mildness and gentleness). The value for Ivory of
having used this consistent advertising message is that it would now be extremely
difficult, if not impossible, for any other brand to challenge Ivory on this dimension.
This equity that advertising has created needs to be recognized in any discussion of
advertising effectiveness.
We can easily find several other examples. When one thinks of a dependable
washing machine, the first brand that comes to mind is Maytag. With years of
consistent advertising, Maytag has dominated the claim of dependability and
generated widespread brand awareness, even though Maytag's advertising budget is
typically well below that of its major competitors. This example suggests that long-
term consistent advertising messages can create an image that keeps the brand in the
consumer's mind. If a company strongly associates itself with a particular attribute or
image, it can afford to reduce its advertising budget or even stop advertising for brief
periods of time without significantly hurting its sales. This tangible economic benefit
must be considered in assessing advertising effectiveness.
Maytag has understood this and re-expressed its equity through the lonely Maytag
repairman who is never called because Maytag appliances never break. Thus, Maytag
capitalized on its initial efforts by updating its imagery to fit the times, while
continuing to stand for the same value: dependability.
Type of Effects
Time Period
In the short term, effectiveness can be assessed in time periods ranging from a
few minutes to a year. To directly establish that advertising made an impact, copy test
results that examine attitude change immediately after exposure may be an
appropriate measure. To show that the campaign affected sales, the appropriate time
period may range from monthly or quarterly changes to 1 year.
Target Audience
If a brand can project a clear and consistent image or a strong association with
an attribute, it is more likely that future prospects will remember the brand and know
something about it when they reach the product consideration stage.
CONCLUSION
Entrants for this award provide descriptions of campaign objectives and background
situation, creative and media strategy, and most importantly, evidence of the results of
the campaign. A pool of more than 300 judges representing clients, agencies,
marketing research companies, and a few academics, assess the effectiveness of each
entry. The research question would be what criteria these professionals use to judge
effectiveness in this context.
Research Design
After deciding the basic aspects of research project (i.e. formulating research
problem, objectives of research, data requirement, sample design, etc) and before the
commencement of work of research project, the researcher has to prepare research
design.It is a major step in the research process /procedure.
The research work will be conducted (i.e. data collection, etc) as per the
research design prepared. Research design means to prepare detailed plan and
procedures for the conduct of the research project. It is like preparing a master
plan/blue print for the conduct of formal investigation.
It is the basic plan that guides researcher in the execution of the research
project undertaken. It is like road map which enables the researcher to conduct
various activities for the completion of research project.
SOURCES OF DATA
Primary source
Research Design
Marketing research can classified in one of three categories:
• Exploratory research
• Descriptive research
• Causal research
These classifications are made according to the objective of the research. In some
cases the research will fall into one of these categories, but in other cases different
phases of the same research project will fall into different categories.
• Exploratory research has the goal of formulating problems more precisely,
clarifying concepts, gathering explanations, gaining insight, eliminating
impractical ideas, and forming hypotheses. Exploratory research can be
performed using a literature search, surveying certain people about their
experiences, focus groups, and case studies. When surveying people,
exploratory research studies would not try to acquire a representative sample,
but rather, seek to interview those who are knowledgeable and who might be
able to provide insight concerning the relationship among variables. Case
studies can include contrasting situations or benchmarking against an
organization known for its excellence. Exploratory research may develop
hypotheses, but it does not seek to test them. Exploratory research is
characterized by its flexibility.
• Descriptive research is more rigid than exploratory research and seeks to
describe users of a product, determine the proportion of the population that
uses a product, or predict future demand for a product. As opposed to
exploratory research, descriptive research should define questions, people
surveyed, and the method of analysis prior to beginning data collection. In
other words, the who, what, where, when, why, and how aspects of the
research should be defined. Such preparation allows one the opportunity to
make any required changes before the costly process of data collection has
begun.
There are two basic types of descriptive research: longitudinal studies and
cross-sectional studies. Longitudinal studies are time series analyses that make
repeated measurements of the same individuals, thus allowing one to monitor
behavior such as brand-switching. However, longitudinal studies are not
necessarily representative since many people may refuse to participate because
of the commitment required. Cross-sectional studies sample the population to
make measurements at a specific point in time. A special type of cross-
sectional analysis is a cohort analysis, which tracks an aggregate of individuals
who experience the same event within the same time interval over time.
Cohort analyses are useful for long-term forecasting of product demand.
• Causal research seeks to find cause and effect relationships between
variables. It accomplishes this goal through laboratory and field experiments.
Questionnaire Design
In addition to the intrinsic sampling error, the actual data collection process
will introduce additional errors. These errors are called non-sampling errors. Some
non-sampling errors may be intentional on the part of the interviewer, who may
introduce a bias by leading the respondent to provide a certain response. The
interviewer also may introduce unintentional errors, for example, due to not having a
clear understanding of the interview process or due to fatigue.
Respondents also may introduce errors. A respondent may introduce
intentional errors by lying or simply by not responding to a question. A respondent
may introduce unintentional errors by not understanding the question, guessing, not
paying close attention, and being fatigued or distracted.
Such non-sampling errors can be reduced through quality control techniques.
Sampling (statistics)
Within any of the types of frame identified above, a variety of sampling methods
can be employed, individually or in combination. Factors commonly influencing the
choice between these designs include:
• Nature and quality of the frame
• Availability of auxiliary information about units on the frame
• Accuracy requirements, and the need to measure accuracy
• Whether detailed analysis of the sample is expected
• Cost/operational concerns
In a simple random sample ('SRS') of a given size, all such subsets of the
frame are given an equal probability. Each element of the frame thus has an equal
probability of selection: the frame is not subdivided or partitioned. Furthermore, any
given pair of elements has the same chance of selection as any other such pair (and
similarly for triples, and so on). This minimises bias and simplifies analysis of results.
In particular, the variance between individual results within the sample is a good
indicator of variance in the overall population, which makes it relatively easy to
estimate the accuracy of results.
However, SRS can be vulnerable to sampling error because the randomness of
the selection may result in a sample that doesn't reflect the makeup of the population.
For instance, a simple random sample of ten people from a given country will on
average produce five men and five women, but any given trial is likely to
overrepresent one sex and underrepresent the other. Systematic and stratified
techniques, discussed below, attempt to overcome this problem by using information
about the population to choose a more representative sample.
SRS may also be cumbersome and tedious when sampling from an unusually
large target population. In some cases, investigators are interested in research
questions specific to subgroups of the population. For example, researchers might be
interested in examining whether cognitive ability as a predictor of job performance is
equally applicable across racial groups. SRS cannot accommodate the needs of
researchers in this situation because it does not provide subsamples of the population.
Stratified sampling, which is discussed below, addresses this weakness of SRS.
Simple random sampling is always an EPS design, but not all EPS designs are simple
random sampling.
Use:
Use in simple experiments that require a single sample to be taken from a given
population or a representative sample frame.
The people in the sample frame must all be accessible and available.
Use when the target group is sufficiently large. Do not use when the target is a
relatively small subgroup that might be missed by this method.
Method:
Create the sample by selecting randomly from the sample frame or population.
This can be done using a paper list of random numbers, although these days a
computer is often used.
Example
Discussion:
The basic principle of simple random sampling is like drawing names out of a hat and
is based on the mathematical property that a truly random sample (if big enough) will
be representative of the target population.
The simple random sample has two key properties:
1. Unbiased: Each unit has the same chance of being selected.
2. Independent: The selection of each unit is not affected by the selection of
other units.
Random number generation is easy these days with a computer where, for example
the Excel '=RAND()' function (just type it into any cell) generates a random number
between 0 and 1. To generate a number between 0 and 5, multiply this by five and
take the integer to round it down (eg. '=INT(5*RAND()').
A problem with random selection is that this is not always possible. For example to do
a true random sample of the population of the USA, you would start with a list of
everyone there, then select a random sample from this (very big) list, then access
those people selected, no matter where they lived and whether or not they wanted to
partake in the study.
Convenience sampling
Use:
Use when you are unable to access a wider population, for example due to time or
cost constraints.
Method:
just use people who are available. Use people in the street, people you know, people
who work with you, customers and so on.
Do use as many people as possible to ensure results from a single test is not just a
coincidence.
Example
A group of students in a high school do a study about teacher attitudes. They
interview teachers at the school, a couple of teachers in the family and few others who
are known to their parents.
Discussion
Convenience sampling generally assumes a homogeneous population, and that one
person is pretty much like another. Whilst people are known to be different, the
difference is assumed to be probabilistic - thus if 80% of a sample prefer coffee to tea,
you might conclude that 80% of the population at large would choose coffee. In
practice, your sample may be mostly middle class Parisians and the same test in
London may well give a different result.
Many famous psychological experiments were done with available people. Most
typically, experiments done in universities use students, simply because they are
cheap, willing and available. This has caused significant debate about the validity of
results.
Convenience sampling is also known as Opportunity Sampling, Accidental Sampling
or Haphazard Sampling.
Convenience sampling is a non-probability sampling method.
Close-ended questionnaire
They are those in which answers were arranged in a structured pattern. Underthis type of questions there are
various subtypes.
Eg : 10.From your point of view,rate the effectiveness of advertisement in various medium.
Highly Effective Neutral Ineffective Highly
effective ineffective
Press
Television
Radio
Cinema
Internet/Web
Advertising
Mobile Advertising
Open-ended questionnaire
In this type the questions are arranged in a structured form but the Reponses are unstructured. The
respondents are free to replay their own attitude towards the questions.
Eg: 9.Rapid growing market in Advertising is in which medium?
Multiple-choice questionnaire
These types of question list a number of answers and permit the respondent to select the answers.
Eg: 1.How well do you remember an advertisement? *
• Always
• Often
• At times
• Sometimes
• Never
Dichotomous questionnaire
These questions allow only two possible answers. E.g. YES OR NO
17.The expenditure incurred on advertisement of any product or service is such effective that it adds to
profit ?
* Yes * No
Before analysis can be performed, raw data must be transformed into the right
format. First, it must be edited so that errors can be corrected or omitted. The data
must then be coded; this procedure converts the edited raw data into numbers or
symbols. A codebook is created to document how the data was coded. Finally, the
data is tabulated to count the number of samples falling into various categories.
Simple tabulations count the occurrences of each variable independently of the other
variables. Cross tabulations, also known as contingency tables or cross tabs, treats two
or more variables simultaneously. However, since the variables are in a two-
dimensional table, cross tabbing more than two variables is difficult to visualize since
more than two dimensions would be required. Cross tabulation can be performed for
nominal and ordinal variables.
Cross tabulation is the most commonly utilized data analysis method in
marketing research. Many studies take the analysis no further than cross tabulation.
This technique divides the sample into sub-groups to show how the dependent
variable varies from one subgroup to another. A third variable can be introduced to
uncover a relationship that initially was not evident.
Analysts also use percentage analysis to help them evaluate and compare
companies. Percentage analysis consists of reducing a series of related amounts to a
series of percentages of a given base. All items in an income statement are frequently
expressed as a percentage of sales or sometimes as a percentage of cost of goods sold.
A balance sheet may be analyzed on the basis of total assets. This analysis facilitates
comparison and is helpful in evaluating the relative size of items or the relative
change in items.
c2 = å ( Oi - Ei )2 / Ei
where
Oi = the number of observed cases in category i,
Ei = the number of expected cases in category i,
k = the number of categories, the summation runs from i = 1 to i = k.
Before calculating the chi-square value, one needs to determine the expected
frequency for each cell. This is done by dividing the number of samples by the
number of cells in the table.
To use the output of the chi-square function, one uses a chi-square table. To do
so, one needs to know the number of degrees of freedom (df). For chi-square applied
to cross-tabulated data, the number of degrees of freedom is equal to
( number of columns - 1 ) ( number of rows - 1 )
This is equal to the number of categories minus one. The conventional critical
level of 0.05 normally is used. If the calculated output value from the function is
greater than the chi-square look-up table value, the null hypothesis is rejected.
TABLE NO: 1
AGE OF RESPONDENTS
1 10-20 12 12%
2 21-31 81 81%
3 32-42 3 3%
4 43-53 2 2%
5 Above 55 2 2%
100 100%
INTERPRETATION:
Out of 100 respondents,12% of the respondent are between the age 10-20yrs,81%
between 21-31yrs,3% between 32-42yrs,2% between 43-53yrs and 2% above 55yrs.
INFERENCE:
Among 100 respondents, majority of 81% of the respondent fall in the age group 21-
31yrs.
GRAPH 1
AGE OF RESPONDENTS
AGEOFRESPONDENTS
90
80
70
60
50
40
30
D
R
P
S
EO
N
.F
T
20
10
0
10-20 YRS 21-31 YRS 32-42 YRS 43-53 YRS ABOVE 55
FREQUENCY 12 81 3 2 2
TABLE NO: 2
REMEMBRANCE OF ADVERTISEMENT
1 ALWAYS 26 26%
2 OFTEN 32 32%
3 AT TIMES 0 0%
4 SOMETIMES 42 42%
5 NEVER 0 0%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 42% of the respondent fall in the category of
remembering ad Sometimes.
GRAPH 2
REMEMBRANCE OF ADVERTISEMENT
TABLE NO: 3
1 CELEBRITY 6 6%
2 CREATIVITY 84 84%
3 JINGLES 1 1%
4 PRODUCT 6 6%
DESIGN
5 ANIMATION 3 3%
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 84% of the respondent fall in the category of
Creativity.
GRAPH 3
DESCRIBING AN ADVERTISEMENT
2 EMOTIONAL 8 8%
3 INFORMATIVE 23 23%
4 SATISFYING 5 5%
5 UNIQUE 14 14%
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 50% of the respondent fall in the category
Creative.
GRAPH 4
DESCRIBING AN ADVERTISEMENT
TABLE NO: 5
IMPACT OF AN ADVERTISEMENT
S.NO CONTENT RESPONDENTS PERCENTAGE
1 DEFINITELY 38 38%
YES
2 PROBABLY 54 54%
3 MAY BE 0 0%
4 PROBABLY 7 7%
NOT
5 DEFINITELY 1 1%
NOT
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 54% of the respondent fall in the Probably an ad
create an impact.
GRAPH 5
IMPACT OF AN ADVERTISEMENT
TABLE NO:6
1 DAILY 42 42%
2 SEVERAL 41 41%
TIMES A
WEEK
3 ONCE A 13 13%
WEEK
4 SEVERAL 4 4%
TIMES A
MONTH
5 MONTHLY 0 0%
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 42% of the respondent fall in the Frequency of
an ad watched is Daily.
GRAPH 6
2 PROBABLY 61 61%
3 MAY BE 0 0%
4 PROBABLY 11 11%
NOT
5 DEFINITELY 2 2%
NOT
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 61% of the respondent fall in the Probably an ad
provoke them to buy.
GRAPH 7
1 PRESS 0 0%
2 TELEVISION 90 90%
3 RADIO 1 1%
4 CINEMA 1 1%
5 INTERNET/ 8 8%
WEB ADS
6 MOBILE 0 0
ADS
INTERPRETATION:
Out of 100 respondents,0% of the respondent votes for press a medium of advt.,90%
for tv,1% for Radio,1% for Cinema,8% for Internet/Web Advt.,0% for Mobile.
INFERENCE:
Among 100 respondents, majority of 90% of the respondent fall in the effective
medium of advertisement if TV.
GRAPH 8
100
90
80
70
60
50
40
30
D
R
P
S
EO
N
.F
T
20
10
0
INTERNET/
PRESS TV RADIO CINEMA MOBILE
WEB ADVT
FREQUENCY 0 90 1 1 8 0
TABLE NO: 9
1 EVERYDAY 42 42%
2 2TIMES A 8 8%
WEEK
3 ONCE A 19 19%
WEEK
4 OFTEN 12 12%
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 42% of the respondent fall in the Everyday
category.
9.1 GRAPH
45
40
35
30
25
20
15
10
DO
N
5
R
P
S
E
.F
T
0
2TIMES A ONCE
EVERYDAY OFTEN NOT MUCH
WEEK AWEEK
FREQUENCY 42 8 19 12 19
9.2 GRAPH
1 EVERYDAY 70 70%
2 2TIMES A 13 13%
WEEK
3 ONCE A 2 2%
WEEK
4 OFTEN 11 11%
5 NOT MUCH 4 4%
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 70% of the respondent fall in the Everyday
category.
GRAPH -9.2
80
70
60
50
40
30
20
10
D
R
P
S
EO
N
.F
T
0
2TIMES A ONCE
EVERYDAY OFTEN NOT MUCH
WEEK AWEEK
FREQUENCY 70 13 2 11 4
9.3 GRAPH
1 EVERYDAY 18 18%
2 2TIMES A 14 14%
WEEK
3 ONCE A 7 7%
WEEK
4 OFTEN 15 15%
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 46% of the respondent fall in the Not much
category.
9.3 GRAPH
50
40
30
20
10
D
R
P
S
EO
N
.F
T
0
2TIMES A
EVERYDAY ONCE AWEEK OFTEN NOT MUCH
WEEK
FREQUENCY 18 14 7 15 46
9.4 TABLE
1 EVERYDAY 8 8%
2 2TIMES A 7 7%
WEEK
3 ONCE A 24 24%
WEEK
4 OFTEN 24 24%
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 37% of the respondent fall in the Notmuch
category.
9.4 GRAPH
40
35
30
25
20
15
10
5
D
R
P
S
EO
N
.F
T
0
2TIMES A
EVERYDAY ONCE AWEEK OFTEN NOT MUCH
WEEK
FREQUENCY 8 7 24 24 37
9.5 TABLE
1 EVERYDAY 49 49%
2 2TIMES A 12 12%
WEEK
3 ONCE A WEEK 8 8%
4 OFTEN 20 20%
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 49% of the respondent fall in the Everyday
category.
9.5 GRAPH
60
50
40
30
20
10
D
R
P
S
EO
N
.F
T
0
2TIMES A
EVERYDAY ONCE AWEEK OFTEN NOT MUCH
WEEK
FREQUENCY 49 12 8 20 11
9.6 TABLE
2 2TIMES A 11 11%
WEEK
3 ONCE A 11 11%
WEEK
4 OFTEN 24 24%
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 31% of the respondent fall in the Notmuch
category.
9.6 GRAPH
35
30
25
20
15
10
5
D
R
P
S
EO
N
.F
T
0
2TIMES A
EVERYDAY ONCE AWEEK OFTEN NOT MUCH
WEEK
FREQUENCY 23 11 11 24 31
TABLE NO: 10
1 PRESS 7 7%
2 TELEVISION 70 70%
3 RADIO 1 1%
4 CINEMA 0 0%
5 INTERNET/ 17 17%
WEB ADS
6 MOBILE 4 4%
ADS
INTERPRETATION:
Out of 100 respondents,7% of the respondent says Press,70% says TV,1% says
Radio,0% says Cinema,17% says Web & 4% says Mobile.
INFERENCE:
GRAPH 10
80
70
60
50
40
30
20
D
R
P
S
EO
N
.F
T
10
0
INTERNET/
PRESS TV RADIO CINEMA MOBILE
WEB ADVT
FREQUENCY 7 70 1 0 17 4
TABLE NO: 11
11.1 PRESS
1 HIGHLY 20 20%
EFFECTIVE
2 EFFECTIVE 45 45%
3 NEUTRAL 27 27%
4 INEFFECTIVE 4 4%
5 HIGHLY 4 4%
INEFFECTIVE
100 100%
INTERPRETATION:
Out of 100 respondents,20% of the respondent says highly effective in Press,45% says
effective,27% says neutral,4% ineffective & 4% says highly ineffective.
INFERENCE:
Among 100 respondents, majority of 45% of the respondent fall in the Effective
category.
50
45
40
35
30
25
20
15
10
D
R
P
S
EO
N
.F
T
5
0
HIGHLT HIGHLY
EFFECTIVE NEUTRAL INEFFECTIVE
EFFECTIVE INEFFECTIVE
FREQUENCY 20 45 27 4 4
11.2 TV
1 HIGHLY 83 83%
EFFECTIVE
2 EFFECTIVE 12 12%
3 NEUTRAL 2 2%
4 INEFFECTIVE 2 2%
5 HIGHLY 1 1%
INEFFECTIVE
100 100%
INTERPRETATION:
Out of 100 respondents,83% of the respondent says highly effective in Press,12% says
effective,2% says neutral,2% ineffective & 1% says highly ineffective.
INFERENCE:
Among 100 respondents, majority of 83% of the respondent fall in the Effective
category.
11.2 GRAPH TV
90
80
70
60
50
40
30
20
D
R
P
S
EO
N
.F
T
10
0
HIGHLT HIGHLY
EFFECTIVE NEUTRAL INEFFECTIVE
EFFECTIVE INEFFECTIVE
FREQUENCY 83 12 2 2 1
11.3 RADIO
1 HIGHLY 13 13%
EFFECTIVE
2 EFFECTIVE 39 39%
3 NEUTRAL 4 4%
4 INEFFECTIVE 38 38%
5 HIGHLY 6 6%
INEFFECTIVE
100 100%
INTERPRETATION:
Out of 100 respondents,13% of the respondent says highly effective in Press,39% says
effective,4% says neutral,38% ineffective & 6% says highly ineffective.
INFERENCE:
Among 100 respondents, majority of 39% of the respondent fall in the Effective
category.
45
40
35
30
25
20
15
10
D
R
P
S
EO
N
.F
T
5
0
HIGHLT HIGHLY
EFFECTIVE NEUTRAL INEFFECTIVE
EFFECTIVE INEFFECTIVE
FREQUENCY 13 39 4 38 6
11.4 CINEMA
1 HIGHLY 16 16%
EFFECTIVE
2 EFFECTIVE 29 29%
3 NEUTRAL 4 4%
4 INEFFECTIVE 11 11%
5 HIGHLY 40 40%
INEFFECTIVE
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 40% of the respondent fall in the Highly
Effective category.
45
40
35
30
25
20
15
10
D
R
P
S
EO
N
.F
T
5
0
HIGHLT HIGHLY
EFFECTIVE NEUTRAL INEFFECTIVE
EFFECTIVE INEFFECTIVE
FREQUENCY 16 29 4 11 40
1 HIGHLY 36 36%
EFFECTIVE
2 EFFECTIVE 42 42%
3 NEUTRAL 14 14%
4 INEFFECTIVE 5 5%
5 HIGHLY 3 3%
INEFFECTIVE
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 42% of the respondent fall in the Effective
category.
11.5 GRAPH
45
40
35
30
25
20
15
10
D
R
P
S
EO
N
.F
T
5
0
HIGHLT HIGHLY
EFFECTIVE NEUTRAL INEFFECTIVE
EFFECTIVE INEFFECTIVE
FREQUENCY 36 42 14 5 3
1 HIGHLY 14 14%
EFFECTIVE
2 EFFECTIVE 32 32%
3 NEUTRAL 35 35%
4 INEFFECTIVE 9 9%
5 HIGHLY 10 10%
INEFFECTIVE
100 100%
INTERPRETATION:
INFERENCE:
Among 100 respondents, majority of 35% of the respondent fall in the Neutral
category.
40
35
30
25
20
15
10
D
R
P
S
EO
N
.F
T
5
0
HIGHLT HIGHLY
EFFECTIVE NEUTRAL INEFFECTIVE
EFFECTIVE INEFFECTIVE
FREQUENCY 14 32 35 9 10
TABLE NO: 12
1 ALWAYS 22 22%
2 OFTEN 0 0%
3 AT TIMES 15 15%
4 SOMETIMES 63 63%
5 NEVER 0 0%
100 100%
INTERPRETATION:
Out of 100 respondents,22% of the respondent says Always,0% says often,35% says
neutral,15% At times & 63% says highly sometimes & 0% says Never.
INFERENCE:
Among 100 respondents, majority of 63% of the respondent fall in the Sometimes
category.
GRAPH 12
ADVERTISEMENT CONSISTENCY
S.NO CONTENT RESPONDENTS PERCENTAGE
1 POSITIVE 87 87%
2 NEGATIVE 13 13%
100 100%
INTERPRETATION:
Out of 100 respondents,87% of the respondent says its Positive & 13% says highly
ineffective.
INFERENCE:
Among 100 respondents, majority of 87% of the respondent fall in the Positive
category.
GRAPH 13
ADVERTISEMENT CONSISTENCY
ADVERTISEMENTCONSISTENCY
100
90
80
70
60
50
40 POSITIVE
30 NEGATIVE
D
R
P
S
EO
N
.F
T
20
10
0
POSITIVE NEGATIVE
FREQUENCY
TABLE NO: 14
USEAGE EFFECT
1 LIKELIHOOD 43 43%
OF TRAIL
2 OR 20 20%
PURCHASE
3 LIKELIHOOD 37 37%
OF TRAIL,&
OR
PURCHASE
INTERPRETATION:
Out of 100 respondents,43% of the respondent says Likelihood of trail & 20% says or
purchase &37% Likelihood of trail,& or purchase..
INFERENCE:
Among 100 respondents, majority of 43% of the respondent fall in the Likelihood of
Trail category.
GRAPH 14
USAGE EFFECT
USAGEEFFECT
50
45
40
35
30
25 LIKELIHOOD OF TRAIL
20
15 ORPURCHASE
10
D
R
P
S
EO
N
.F
T
5
0 LIKELIHOOD OF TRAIL,& OR
PURCHASE
LIKELIHOOD OF ORPURCHASE LIKELIHOOD OF
TRAIL TRAIL,& OR
PURCHASE
FREQUENCY
TABLE NO: 15
1 TRUE 99 99%
2 FALSE 1 1%
100 100
INTERPRETATION:
Out of 100 respondents,99% of the respondent says its True & 1% says False.
INFERENCE:
Among 100 respondents, majority of 99% of the respondent fall in the True category.
GRAPH 15
1 YES 93 93%
2 NO 7 7%
100 100%
INTERPRETATION:
Out of 100 respondents,93% of the respondent says its Yes & 7% says No.
INFERENCE:
Among 100 respondents, majority of 93% of the respondent fall in the Yes category.
GRAPH 16
1 YES 94 94%
2 NO 6 6%
100 100%
INTERPRETATION:
Out of 100 respondents,94% of the respondent says its True & 6% says False.
INFERENCE:
Among 100 respondents, majority of 94% of the respondent fall in the Yes category.
GRAPH 17
1 FOR 59 59%
COMPANY
2 FOR 9 9%
EMPLOYEES
3 FOR 32 32%
CUSTOMERS
INTERPRETATION:
Out of 100 respondents,59% of the respondent says its For Company,9% says its For
Employees & 32% says For Customers.
INFERENCE:
Among 100 respondents, majority of 59% of the respondent fall in the For Company
category.
GRAPH 18
60
50
40
30
20
D
R
P
S
EO
N
.F
T
10
0
FORCOMPANY FOREMPLOYEES FORCUSTOMERS
FREQUENCY 59 9 32
TABLE NO: 19
1 CORPORATE 26 26%
2 COMMERCIAL 74 74%
100 100%
INTERPRETATION:
Out of 100 respondents,26% of the respondent says its Corporate & 74% says
Commercial.
INFERENCE:
Among 100 respondents, majority of 74% of the respondent fall in the Commercial
category.
GRAPH 21
TABLE NO: 21
AD EMOTIONAL EFFECT:
ORIGINAL TABLE :
CALCULATED TABLE
PRESS 20 45 27 4 4 3.73 3
TV 83 12 2 1 2 4.73 1
RADIO 3 39 38 6 4 3.51 4
CINEMA 16 29 40 11 4 3.22 2
WEB 36 42 14 5 3 4.03 5
MOBILE 4 32 35 4 3 3.14 6
TOTAL – 100
CALCULATION :
Formula
5 * X + 4 * X + 3 * X + 2 * X + 1 * X / 100 = ANSWER
SUBSTITUTION :
CROSS TABULATION
BETWEEN TABLE : 7 & 8
TABLE NO:7
PROVOKATION OF ADVERTISEMENT TO PURCHASE
1 DEFINITELY 25 25%
YES
2 PROBABLY 61 61%
3 MAY BE 0 0%
4 PROBABLY 11 11%
NOT
5 DEFINITELY 2 2%
NOT
100 100%
TABLE NO: 8
1 PRESS 0 0%
2 TELEVISION 90 90%
3 RADIO 1 1%
4 CINEMA 1 1%
5 INTERNET/ 8 8%
WEB ADS
6 MOBILE 0 0
ADS
PRESS 0 0 0 0 0 0
TV 23 57 0 8 2 90
RADIO 1 0 0 0 0 1
CINEMA 0 0 0 1 0 1
WEB 2 5 0 1 0 8
MOBILE 0 0 0 0 0 0
26 62 0 10 2 100
CALCULATED TABULATION :
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
8 9 -1 1 0.111
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
Formula : c2 = å ( Oi - Ei )2 / Ei
where
Oi = the number of observed cases in category i,
Ei = the number of expected cases in category i,
k = the number of categories, the summation runs from i = 1 to i = k.
FINDINGS
After going through all the project and the collected data, I found that:
• Out of 100 respondents,12% of the respondent are between the age 10-
20yrs,81% between 21-31yrs,3% between 32-42yrs,2% between 43-53yrs and
2% above 55yrs.
• Among 100 respondents, majority of 81% of the respondent fall in the age
group 21-31yrs.
• Out of 100 respondents,26% of the respondents remember ad always,32%
remember ad often,0% at times,42% remember ad sometimes and 0% Never.
• a week,13% says once a week,13% says several times a month & 0% monthly.
• Among 100 respondents, majority of 46% of the respondent fall in the Not
much category.
• Among 100 respondents, majority of 40% of the respondent fall in the Highly
Effective category.
• Among 100 respondents, majority of 35% of the respondent fall in the Neutral
category.
• Out of 100 respondents,87% of the respondent says its Positive & 13% says
highly ineffective.
• Among 100 respondents, majority of 87% of the respondent fall in the Positive
category.
• Out of 100 respondents,43% of the respondent says Likelihood of trail & 20%
says or purchase &37% Likelihood of trail,& or purchase..
• Among 100 respondents, majority of 99% of the respondent fall in the True
category.
• Out of 100 respondents,93% of the respondent says its Yes & 7% says No.
• Among 100 respondents, majority of 93% of the respondent fall in the Yes
category.
• Out of 100 respondents,94% of the respondent says its True & 6% says False.
• Among 100 respondents, majority of 94% of the respondent fall in the Yes
category.
• Out of 100 respondents,59% of the respondent says its For Company,9% says
its For Employees & 32% says For Customers.
• Among 100 respondents, majority of 59% of the respondent fall in the For
Company category.
• Out of 100 respondents,26% of the respondent says its Corporate & 74% says
Commercial.
CONCLUSION
To conclude with my research, I found that Among 100 respondents, majority
of 81% of the respondent fall in the age group 21-31yrs.Among 100 respondents,
majority of 42% of the respondent fall in the category of remembering ad
Sometimes.Among 100 respondents, majority of 84% of the respondent fall in the
category of Creativity. Among 100 respondents, majority of 50% of the
respondent fall in the category Creative. Among 100 respondents, majority of
54% of the respondent fall in the Probably an ad create an impact. Among 100
respondents, majority of 61% of the respondent fall in the Probably an ad provoke
them to buy.Among 100 respondents, majority of 90% of the respondent fall in
the effective medium of advertisement if TV.Among 100 respondents, majority of
42% of the respondent fall in the Everyday category.Among 100 respondents,
majority of 70% of the respondent fall in the Everyday category.Among 100
respondents, majority of 46% of the respondent fall in the Not much
category.Among 100 respondents, majority of 37% of the respondent fall in the
Notmuch category.Among 100 respondents, majority of 49% of the respondent
fall in the Everyday category.Among 100 respondents, majority of 31% of the
respondent fall in the Notmuch category.Among 100 respondents, majority of
70% of the respondent fall in TV category.Among 100 respondents, majority of
45% of the respondent fall in the Effective category.Among 100 respondents,
majority of 83% of the respondent fall in the Effective category.Among 100
respondents, majority of 39% of the respondent fall in the Effective
category.Among 100 respondents, majority of 40% of the respondent fall in the
Highly Effective category.Among 100 respondents, majority of 42% of the
respondent fall in the Effective category.Among 100 respondents, majority of
35% of the respondent fall in the Neutral category.Among 100 respondents,
majority of 63% of the respondent fall in the Sometimes category.Among 100
respondents, majority of 87% of the respondent fall in the Positive
category.Among 100 respondents, majority of 43% of the respondent fall in the
Likelihood of Trail category.Among 100 respondents, majority of 99% of the
respondent fall in the True category.Among 100 respondents, majority of 93% of
the respondent fall in the Yes category.Among 100 respondents, majority of 94%
of the respondent fall in the Yes category.Among 100 respondents, majority of
59% of the respondent fall in the For Company category.Among 100 respondents,
majority of 74% of the respondent fall in the Commercial category.As a result, I
wanted convey that Effectiveness of Advertisement is found majorily in the
medium of Television & Press.To improve the industry as such of the company
this research had given an indepth view of the facts through processed & scientific
method.This study on effectiveness on advertising gives the customer psychology
too .100 Samples is a fair example for the expected result.Hence I learnt the
effectiveness of the advertising industry practically too.This major project field
work helped me more practically in gaining knowledge on the agency,my topic
and have helped me in processing few suggestions & recommendation to the
company.
ANNEXTURES
QUESTIONNAIRE:
Effectiveness of Advertising
I need your cooperation in filling this questionnaire on the topic "Effectiveness of Advertising" This
will enhance me in understanding the topic's core ideas and brings out the result to the research.
* Required
Name *
Gender *
Qualification *
8.How frequently do you refer to each of the medium?,when looking for information on product or
service that are of interest of you ? *
Every day 2 Times a Once a Often Not much
week week
Press
Television
Radio
Cinema
Internet/Web
Advertising
Mobile Advertising
Press
Television
Radio
Cinema
Internet/Web
Advertising
Mobile Advertising
13.AD EMOTIONAL EFFECT: Where (situation) have you used or felt like people in the ad? *
15.USAGE EFFECT :Would you use the product advertised? If so,is it because of *
• Likelihood of trial
• or purchase
• Likelihood of trial, and/or purchase
17.The expenditure incurred on advertisement of any product or service is such effective that it adds to
profit ? *
• Yes
• No
Aaker D. A., Batra R., & Myers J. G. ( 1992). Advertising management ( 4th ed.).
Englewood Cliffs,NJ: Prentice-Hall.
Abraham M. M., &Lodish L. M. ( 1990). Getting the most out of advertising and
promotion.Harvard Business Review, 68, 50-60.
Bogart L. ( 1976). Mass advertising: The message, not the measure. Harvard Business
Review, 54,107-116.
University of Minnesota