The Indian Institute of Planning & Management New-Delhi 10074

I I P
A

PROJECT REPORT
ON

Advertising Pattern of Retailers & Coaching Centre Of Kanpur City

For

DAINIK JAGRAN
For the Partial Fulfillment of MBA program
Submitted By: ANKIT AGARWAL
D10112SSISBE-B10277(LCK-4A-LA-1361) BATCH (2010-2012)

ACKNOWLEDGEMENT
I would like to extend my sincere thanks to DAINIK JAGRAN for granting me this project. My sincere thanks to Mr. PRAVEEN SHARMA, DAINIK JAGRAN, Kanpur, for his valuable suggestions and who has been a great source of inspiration for me to work hard with sincerity . I would also like extend my thanks to Miss SHUBHI DIXIT, DAINIK JAGRAN (Kanpur) for their valuable timely guidance & support. A special word of thanks to all the senior executives of DAINIK JAGRAN without guidance them & successfully. untiring support this project would not have been completed

I am also very thankful to Indian Institute of Planning and Management for giving step by step specific approach regarding the completion of the project. I would also like to extend my gratitude towards all the faculty members who have directly or indirectly helped in the successful completion of this project.
ANKIT AGARWAL

CONTENTS
1. Preface

2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18.

Importance Of Project Objectives Of The Product Executive Summary About Dainik Jagran Ltd About The Industry Working Of News Paper Modes Of Advertisement Advantages & Limitations Of Newspaper Advertisements Data Analysis And Interpretaion Analysis On Advertising Pattern Of Retailers Recommendations For Retailers Recommendations Facts And Findings Conclusions Limitations Biblography Annexures

PREFACE

This project is undertaken for the partial fulfillment of MBA course from Indian Institute of Planning and Management , New-Delhi (Batch 2010-2012). The advertisement is the main source of revenue for any newspaper. This project is undertaken study on advertising pattern of retailers & coaching centre of Kanpur city. The need of the hour is to analyze retailers perception & expectations while they are advertising. The response rate expected by them in terms of sales. Moreover the market conditions being faced by them which in turn results in their Sales.

Advertisements that are published in newspaper are of three types:-

 Display Classified display Classified ROL Display ads are the flashy ads on the newspaper, & they are costly also to advertise in. Classified ads are basically for those who cannot afford the high price of display ads. As retailers are also operating on small & large scale, therefore a newspaper tries to cater to the needs of both the types. Retailers & coachings with large budgets can go for display ads & those with small budgets can go for classified display or classified ads. Kanpur city is a hub of around 80 lakhs to one crore people. Moreover there are around 22000 retailers in the city. Therefore to establish a name between so many people is not an easy task & the most convenient way is Advertising So, Dainik jagran gave me this project to find out the present position of the market.

IMPORTANCE OF THE PROJECT

We believe that the prime goal of advertising is to differentiate the consumers perception our brand from its competitors. In an age of rapidly-changing technological developments, global competition, generic marketing strategies & the proliferation of parity products, it is not sufficient for retailers to only rely on mouth to mouth publicity & the services they are offering. Therefore the following points make this project important not only for DAINIK JAGRAN newspaper but also for retailersFirst of all for me it was a first lifetime experience which resulted as an eye-opener, & taught me all the benefits as well as hardships that are faced by marketing person 1. 2. 3. 4. Project helped in discovering some important insights, which were the core reasons for not advertising. It helped in educating the retailers the benefits they would achieve by advertisement. It helped DAINIK JAGRAN in creating a new voice in the market. It helped DAINIK JAGRAN to get a continuous market feedback.

OBJECTIVES OF THE PROJECT

PRIMARY OBJECTIVE
1. To determine the present advertising pattern of all the retailers of operating in the main market of Kanpur city & coaching centre operating in the Kakadeo market of Kanpur. To find out Potential & dormant clients from the market & convert them as DAINIK JAGRAN clients.

2.

SECON DARY OBJECTIVE

1. To know whether the retailers are satisfied from their own business
2.

To know the response achieved by the retailers through all the ads. To know the yearly budget for the advertisement.

3.

EXECUTIVE SUMMARY

PROJECT:

Advertising pattern of Retailers & Coaching Centers

COMPANY: DAINIK JAGRAN

I. OBJECTIVE OF THE PROJECT:

A] BROAD OBJECTIVE 1) To determine the present advertising pattern of all the retailers of operating in the main market of Kanpur city & coaching centre operating in the Kakadeo market of Kanpur. To find out Potential & dormant clients from the market & convert them as DAINIK JAGRAN clients.

2)

B] SUB-OBJECTIVE 1. 2. 3. 4. 5. To know whether the retailers are satisfied from their own work. To know the response achieved by the retailers through all the advertising ads. To know the yearly budget for the advertisement. To find out the satisfaction level of DAINIK JAGRAN newspaper, as a medium for advertisement. To determine the benefits from advertisement in the present competitive scenario.

II) RESEARCH METHODOLOGY USED

A) RESEARCH DESIGN : A descriptive approach has been adopted in the study. The data has been generated through extensive study method. Sufficient time was given to each retailer & coaching centre for the extraction of desired
information.

B) DATA COLLECTION METHOD

PRIM ARY DATA COLLECTION

The primary data was collected from the owners & managers of various retail outlets & coaching centre (two different type of questionnaire were made for retailers & coaching centre). SAMPLING DESIGN Sampling type: Purposive, Convenient sampling Sample unit: Retailers & Coaching centre Sample size: Retailers:-150 Coaching Centre;50 Contact Method: Personal interview

Research approach: Market survey Research type: conclusive

Scope: Kanpur city

D) DATA ANALYSIS Both the questionnaires have been compiled personally using qualitative & quantitative method & consist of both open ended & close ended questions. E) RECOMMENDATIONS 1. 2. 3 4. 5. 6. 7. 8. Local news as well as international news should be according to the local requirement of the city. Define what makes you unique. Circulation awareness of DAINIK JAGRAN should be brought in front of the people. Area wise distribution can be adopted instead of Category wise distribution barring the government & Education department. Proper customer definition should be their & a proper advertising plan for the same should be devised on the basis of 4ps People, Place Promotion, Plan. Timing & Scheduling should be proper. Evaluation & follow-ups with proper monitoring. Moreno. Of supplements & features can be added.

Retailers should also start advertising in order: 1. To get more Enquiries

2. To get more Business. 3. To introduce your Potential Customers to your company and Products 4. To Brand your Company and its products 5. To Build Confidence 6. Support your Sales staff 7. Demoralize your Competitors.

ABOUT DAINIK JAGRAN LTD.

DAINIK JAGRAN is a Hindi daily newspaper. it is principally published in Northern India as of October DAINIK JAGRAN has 32 editions and the only daily to print over sub editions, each one customized in content to the readers in different geographical. Today, Dainik Jagran has 29 centers in 10 states with over 200 sub- editions . it is published from Uttar Pradesh , Uttarakhand , Bihar , Jharkhand , Himachal Pradesh . DAINIK JAGRAN is the highest read national daily across all languages (including English) in india with a phenomenal of 21.24 million readers. DAINIK JAGRAN was founded by PURANCHANDRA GUPTA in Jhansi in 1942 . In 1947 DAINIK JAGRAN shifted its headquarters to Kanpur it launched its second edition on 21 September 1947 . The REWA and BHOPAL editions were added in 1953 and 1956.

DAINIK JAGRAN

TYPE- DAILY NEWS PAPER FORMAT- BROADSHEET FOUNDED-1942

POLITICAL-INDEPENDENT
LANGUAGE-HINDI

HEADQUATERS- JAGRAN BUILDING, 2 SARVODYA NAGAR, KANPUR-

208005, INDIA CIRCULATI ON-216800 DAILY

OFFICIAL WEBSITE- www.jagran.com

ABOUT THE INDUSTRY

Despite comparatively low literacy figures, India has emerged as the second-largest market for newspapers in the world with a daily circulation of 88.9 million copies daily, even as newspaper sales in the country increased 12.93 per cent in 2010 In fact, a study by the World Association of Newspapers released here today showed that there was a growth of 53.63 per cent in newspaper sales in the country in the last five years. Newspaper advertising revenues in India increased by 23.18 per cent over the last one year and by 85 per cent over the last five years. The five largest markets for newspapers are: China with 98.7 million copies sold daily; India with 88.9 million copies; Japan with 69.1 million; the United States with 52.3 million; and Germany with 21.1 million. "Hidden in those figures is the fact that newspapers -- as the second largest advertising medium to TV -- actually.

WORKING OF NEWSPAPER

A] EDITORIAL DEPARTMENT :

The pen is mightier than the sword

This is the department, which deals with all types of news and articles that are published in the newspaper. Their job is to collect the news, analyze it, edit it accordingly and finally develop the editorial content of the newspaper. It also decides the layout of the newspaper.
a)

PRODUCTION DEPARTMENT:

Production department is the most important department as it deals with the printing of the newspaper. Its job is to print the newspaper in the fastest and minimum duration in the given quality and quantity of the newspaper. Quality and quantity is very crucial matter which production department has to look for because if they produce below the standard quality as it will affect the goodwill of the company. Excess production will result in wastage which

newspaper company has to bear. It also has to look on logistics as the newsprint is circulated in areas that are far from the printing center. Hence the timing of producing adequate number of district copies becomes even more important. A] MEDIA MARKETING DEPARTMENT Media Marketing is the revenue-generating department. It deals with all type of advertisement that is published in the newspaper. Its job is to ensure optimal advertisement be their in newspaper. The ideal ratio of News to advertisement is 60: 40. Their job is also to ensure the advertisement is printed exactly in the manner the advertiser wants. This department is further divided into further categories of:-

GOVT. Looking after government orders, tenders, notices, etc. UPC- Looking after the upcountry ads. SME- Looking after the small medium enterprises EDU- Looking after the entire educational advertisement part. CLASSIFIED- Looking after distinctive personal ads. The following procedure is used for booking the advertisements for the newspaper: Advertisements are booked in either three ways: 1.Direct 2.Through the representatives i.e. booking centers 3.Through advertisement agencies. The following particulars are important while booking the advertisement: 1.Date of insertion 2 .Size & Price 3. Page 4. Edition 5. Mode & color 6.Client particulars

SCHEDULING DEPARTMENT
This department informs editorial department about the space booked for advertisement. Their main job is physical placement of the advertisement on the newspaper, Along With some special particulars like size, mode, special position, Material required for printing keeping in mind the colors & quality of the same .

CIRCULATION DEPARTMENT:
Circulation department deals with actual distribution of the newspapers. Its job is to efficiently deliver the newspaper to the readers. They perform this function with the help of middlemen like newspaper agents and hawkers. Proper coordination between them is crucial for effective circulation of newspaper to readers. Every paper has the same pattern of the Circulation and all work on the same network .which is as follows Sales man +1reliever (second sales man) Agents person Vendors Reader

Sales man + One reliever

Agents person

Vendor

Readers All newspapers are circulated, with the help of the Depots (centers), there are 12 depots in Kanpur.

There are 5 Key departments in a typical newspaper publishing house PROPRIETOR

Owners

News

EDITORIAL
Produces the news stories & photographs

Layout

ADVERTISING
Generates revenue from business adverts

Whats in a newspaper ?

SALES
Responsible for marketing the newspaper to customers

PRODUCTION
Responsible for putting the newspaper together in its final form

DISTRIBUTION
Delivers newspaper to retailers

MODES OF ADVERTISEMENT
There are basically three types of advertisements: 1. Classifieds Regular / Ordinary 2. Classified Display 3. Display 1.Classifieds Regular / Ordinary: These types of advertisements are the cheapest mode of advertisements. These are priced on per line / per word basis. The basic classified advertisement has the first word in capitals / bold with all remaining lines / words in regular style in simple paragraph. 2. Classified Display: These type of advertisements are little costlier than the regular classifieds. These are priced on per column centimeter / per square centimeter basis. The format uses a border in a variable point size for higher visibility and greater impact. This style also allows the use of a logo or a new Classified Display advertisements are acceptable only in single column i.e. the width of Classified Display advertisements can vary

from 3 centimeter to 4 centimeter as per the publication guidelines, not more than that. 3.

Display:

These types of advertisements are the HIGH IMPACT and the costliest type of advertisements. These advertisements can be of any size in width / height but should not be less than 3 centimeter. It can be color / black & white

Advantages & Limitations of Newspaper Advertisement Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses.

Advantages

Allows you to reach a huge number of people in a given geographic area You have the flexibility in deciding the ad size and placement within the newspaper Your ad can be as large as necessary to communicate as much of a story as you care to tell Exposure to your ad is not limited; readers can go back to your message again and again if so desired. Free help in creating and producing ad copy is usually available .Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers' hands in one to two days.

Limitations

Ad space can be expensive Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors Poor photo reproduction limits creativity Newspapers are a price-oriented medium; most ads are for sales Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded. You may be paying to send your message to a lot of people who will probably never be in the market to buy from you. Newspapers are a highly visible medium, so your competitors can quickly react to your prices .With the increasing popularity of the Internet, newspapers face declining readership.

DATA ANALYSIS AND INTERPRETATION

ANALAYSIS ON ADVERTISING PATTERN OF RETAILERS

1.) How much you like the buying habits of Kanpurites a)Tremendously dislike b)Dislike d)Like it e) Tremendously like Responses: Tremendously dislike: 2% Dislike: 3% Neutral: 47% Like it: 44% Tremendously like: 4% c)Neutral

4% 44%

2%

3% 47% TD D N L TL

2) Have you ever advertised for your shop

a) Yes b) No Responses: Yes: 90% NO: 10%

Advertisements beneficial or not
No 20%

Yes No

Yes 80%

3) Do You Advertise Regularly? a) Yes b) No Responses: Yes:57% No:23%

23%

57%

Yes No

4.) In a typical month how often do you advertise& In which months? a.) b.) c.) d.) One time Two times Three times More than three times

Responses:

45 40 35 30 25 20 15 10 5 0 one time two time three time more than three time Series1 Series2

5.) What are the reasons that you have not or have less advertised? Responses: A. Costly affair. B. Less margins. C. Old shop. D. No need of advertisements. E. Mouth to Mouth Publicity sufficient. F. Malls are attracting sales so cant afford. G. No response comes from advertisements. H. Already having goodwill in market, so no use. I. Already getting good returns so why to advertise. J. Returns are less than expenses incurred in advertising. K. Believe in giving benefits to customers rather than advertising. L. Fine location. M. No need of awareness as everyone knows about as. N. Believe in direct selling. O. Due to market slum cant advertised.

6) Which advertising medium did you choose to advertise? a) Hoardings b) Banners c) Pamphlets d) Diaries/ Calendars/ Gift items e) Local TV. Channels f) Radio g) Newspapers Responses:
160 140 120 100 80 60 40 20 0
it e m Lo s ca lC ha nn el s Ra di os Ne w sp ap er s ng s rs Ba nn e Ho ar di Pa m pl et s

Advertisement pattern

Series1 Series2

G i ft s

Advetising Mediums

7) What were the Key features that attracted in choosing this medium? Responses: A. Eye Catching. B. Company policy. C . Better reach D. Suitable. E. Direct to customers. F. High level of coverage. G. Whole sole concentration. H. No specific reasons. I. Attract attention at one glance only. J. Optimum response comes from it.

8) What kind of response did you get from that advertisement? Very Poor Very Good Responses: Poor Neutral Good

Very Good 16%

Very Poor Poor 0% 12% Neutral 20%

Very Poor Poor Neutral Good Very Good

Good 52%

9) When did you advertise last & now when do you plan to advertise next? a) Within this month b) Next two month c) Next six months d) Within one year Responses: Last Advertisement in Newspapers
Last advertisement in newspapers

This month 25% 6 months back 55%

6 months back 2 months back This month

2 months back 20%

Next plans for advertisement in Newspapers

Next plan for advertisement

Next year 10%

Within this month 20% Next 2 month 25%

Within this month Next 2 month Next 6 month Next year

Next 6 month 45%

10) What has been / Can be your yearly budget for advertisement? a.) Less than 20000 b.) 20000-40000 c.) 40000-60000 d.) 60000-80000 e.) More than 80000 Responses:
Yearly Budgets of Retailers on Advertisements

25%

31%

Less than 20000 20000-40000 40000-60000 60000-80000

12% 14% 18%

More than 80000

11) Which of the following newspapers do you read? Regularly 1. 2. 3. 4. 5. 6. 7. Occasionally Never

Danik Jagran Hindustan Hindi Amar Ujala Aaj I Next Times of India Hindustan Times

45 40 35 % of Readers 30 25 20 15 10 5 0 DJ HH AU AAJ I NEXT T.O.I HT Name of Newspapers Series1

12) Have you ever advertised in a newspaper, if yes the name of the newspaper & mode? Responses:
Rate Of Advertisem e nts in New spapers

No 20% Yes No Yes 80%

Advertisement in Newspaper
Advertisements in following newspapers
60 50 40 Rate of 30 Advetisements 20 10 0 DJ AU AAJ HH TOI

Series1

Name of Newspapers

Mode of avertisement

20%

Display

80%

Classified Display & Classifieds

13.) How do you Perceive DAINIK JAGRAN as a medium for your advertisement & what are the expectations you have from this newspaper RESPONSES Good 60% O.K. 30% No Idea 10%
10% Good NP 30% O.K. NP 60% No Idea

14) In the present competitive scenario there are ample no. Of medium to advertise, do you think they prove beneficial for your organization & why Responses:
Advertisements beneficial or not
No 20%

Yes No

Yes 80%

1.Knowledge to Customers 2.More no. of Walk-ins or Footfalls 3.Awareness about the schemes and discounts 4.Helps in Branding of Stores 5.Attract new customers 6.First and last option to be in competition 7.Prime source to sell the product 8.Helps in Publicity 9.Most Effective tool for new business 10.Sale Increases 11.New modes of ads 12. Buids a goodwill in the market.

ANALAYSIS ON ADVERTISING PATTERN OF RETAILERS

The survey was done to know the advertising pattern of retailers of Kanpur city. It was done in 180 shops of Kanpur covering all most all the markets of Kanpur. With the help of this survey it was found that market of Kanpur is of mixed kind, still a big area is not been trapped. Old shops are been working in there traditional pattern and new ones are still struggling to be into competition. The foremost reason of less advertisements from the huge market is that the retailers are not aware of the benefits of advertisements and those who believe that advertisements is the foremost step being into competition think Newspaper advertisement are expensive. Danik Jagran been the oldest Newspaper in the city holds a strong grip followed by Umar Ujjala and Aaj. Most of the retailers prefer to advertised in DJ and AU due to there high circulation and are been familiar with. A huge market in city is still left to be trapped for both display and classified ads. Market like Aryanagar, Naveen market and Brihana road can be targeted for display ads on the other hand market like Gumti and Govindnagar has huge potential for classified ads. These potential customers can be changed into actual customer with the help of follow-ups and news schemes or by taking out supplements and features on regular bases.

ANALYSIS ON COACHINGS ADVERTISING PATTERN

1.) Since how long are you in this business? RESPONSES 1 Year 10% 2 Years 10% 3 Years 14% 4 years 10% 5 years 10% 6 years 4% 7 years 14% 8 years 4% 9 years 4% 10 years 20%
1 Year 2 years 20% 4% 4% 14% 14% 4% 10% 10% 10% 3 years 10% 4 years 5 years 6 years 7 years 8 years 9 years 10 years

2) Have you ever advertised for your coaching? RESPONSES Yes 95% No 5%

5% Yes No 95%

3) Do you advertise regularly? RESPONSES Yes 86% No 14%

14% Yes No 86%

4) In which months do you advertise maximum? RESPONSES January 1 February 1 March 8 April 16 May 20 June 21 July 17 August 2 September Nil October Nil November Nil December Nil

No. Of Advertisement

25 20 15 10 5 0
M ar ch Se p. No v. Ja n. M ay Ju ly

Series1

5) Which advertising medium did you choose to advertise? RESPONSES Hoardings 18 Banners 14 Pamphlets 13 Local T.V. 11 Newspaper 21

25 No. Of times 20 15 10 5 0
G ift Ne s ws pa pe rs gs rs Ho ar di n Ba nn e ph el et s

Series1

Pa m

6) Which Newspapers do you prefer to advertise in? RESPONSES Danik Jagran 15 Hindustan Hindi 11 Amar Ujala 16 Aaj 15 Times of India 7 Hindustan Times 2

18 16 14 12 10 8 6 4 2 0 DJ HH AU Aaj TOI HT

Series1

7) What kind of response did you get from that advertisement? RESPONSES Very Poor 0% Poor 0% Neutral 5 % Good 24% Very Good 71%
Response Category

0%5% 24%

Ver Poor Poor Neutral Good very Good

71%

8) A) When did you advertise Last? RESPONSES January 1% February 2% March 4 % April 8% May 35% June 50%
1% 4% 8% 2% Jan. Feb. March 50% 35% April May June

8) B) When do you plan to advertise next? RESPONSES Within this month 42% Next 2 months 24% Next 6 months 5% Within 1 year 29%
Future Ads.

29%

This Month 42% Next 2 M. Next 6 M 24% Within 1 yr.

5%

9) Who are the target audience for you coaching? RESPONSES Class 12th pass (all stream) 75% Undergraduates & Graduates 25 %
Students category
80% 60% 40% 20% 0% Class 12 pass (Sci.) Under Graduate& graduates Series1

10) What has been / can be your yearly budget for advertisement? RESPONSES Less than 1 lakh 24% 1 lakh-3 lakhs 28% 3 lakhs-5 lakhs 20% More than 5 Lakhs 28%

More than 5 lakhs 3 lakhs-5 Lakhs

Less Than 1 lakh

Less Than 1 lakh 1 Lakh -3 lakhs 3 lakhs-5 Lakhs More than 5 lakhs

1 Lakh -3 lakhs

11) How do you Perceive DAINIK JAGRAN as a medium for your advertisement & what are the expectations you have from this newspaper? RESPONSES Good 60% O.K. 30% No Idea 10%

10% Good NP 30% O.K. NP 60% No Idea

12) In the present competitive scenario there are ample no. of medium to advertise, do you think they prove beneficial for you organization & Why? RESPONSES: - Awareness for parents & students Admissions Local reporting & selection news,Publicity&audience.

Total Analysis of Coachings Questionnaire

The coachings present in Kanpur give a mixed sort of picture the ones which are very old get students through their Goodwill & the ones which are new are striving for their place . Therefore the market is certainly booming for newspapers. New coachings striving for their place & therefore they are advertising for the same. Moreover seeing this trend of the market the old coachings are also advertising to maintain its place& moreover maximum number of coachings doing it on a regular basis. The owners advertise maximum in the months of April, May, June & July because theses are the months in which all the results of competitive exams are declared.

Moreover Print media is still one of the most preferred mediums to advertise followed by Hoardings & Banners which are also attractive as well as eye-catching. Although the circulation of Amar Ujala has fallen down to mere 42000 copies still it is one of the most preferred.
Newspaper

to advertise maybe because of its upcountry

market & old reigns in the city. Next to come up is Danik Jagran followed by Aaj & then Hindustan Hindi. Moreover maximum No. of people are satisfied with the responses people have achieved from these advertisement & on an average people are satisfied with DAINIK JAGRAN as a medium for their advertisement.

RECOMMENDATIONS FOR RETAILERS

Good Marketing ensures that you are known and respected, & the retailers of Kanpur city should realize the same fact thereby making things convenient for purchasers salesman & themselves. 1.The Retailers should advertise in order: 2.To get more Enquiries 3.To get more Business. 4.To introduce your Potential Customers to your company and Products 5.To Brand your Company and its products 6.To Build Confidence 7.Support your Sales staff 8.Demoralize your Competitors.

RECOMMENDATIONS TO DAINIK JAGRAN

1. Local news as well as international news should be according to the local requirement of the city. 2. Define what makes you unique.
3.

Circulation awareness of DAINIK JAGRAN ,S NEW PRODUCT should be brought in front of the people Area wise distribution can be adopted instead of Category wise distribution barring the government & Education department.

4.

5. Proper customer definition should be their & a proper advertising plan for the same should be devised on the basis of 4ps People, Place Promotion, Plan. 6. Timing & Scheduling should be proper. 7. Evaluation & follow-ups with proper monitoring.

FACTS AND FINDINGS

1.Each advertisement in the Newspaper required to be distinguished with enough space. 2.Readers want advertisements to be eye catching. 3.Majority of people read advertisements. 4.Advertisers prefer there ads to be published on 1st, 3rd, and last page. 5.Sunday is preferred as it is a holiday. 6.The maximum revenue generation DISPLAY--- CLASSIFIED ------DISPLAY

7.Advertisers are attracted with schemes like 2+1, 1+1etc in classifieds. 8.More no of supplements ands features also attract the readers mind. 9.Newspaper is still the foremost choice to advertise, but a people are also been attracted towards Locals TV Channels at a higher rate. 10.Giving some extra advantage to regular customer will help in advertising more. 11.Agency works like a mediator between the client and newspaper and take certain % to render it services. 12.I-Next is mostly liked youngsters

CONCLUSION
Given this dynamic retailing scenario, Retailers perceive as if the results that can be achieved by advertising is more driven by euphoria than realism. In the retailing context it is just not the response one gets in terms of sales which is important but it is the Brand building which should be given due importance. Newspaper is one of the major media types which can be adopted because of its numerous advantages like Flexibility, Timeliness, good local market coverage, high believability with broad acceptance.The retailers should now plan out the most cost effective media plan for their shops because of entrants of retail giant chains coming in our country as they are all very heavy advertisers. Therefore in order to find a unique place in the minds of the people there should be a continuous knock from the retailers side towards the people. Promotions almost always have a measurable impact on sales. However the effect is usually purely short term. Therefore to pay out this effect measures should be taken to gain customer loyalty.

LIMITATIONS
1.Retailers were not ready for the survey & considered it as a waste of time. 2.Retailers were happy & satisfied with the business they are making in the present conditions. 3.They have a very strong perception that it is just the goodwill & their service that brings customers for them & some of them consider advertising as a sheer waste of money. 4. It.s very hard to hold customers for long time in such competitive times.

BIBLIOGRAPHY
BOOKS
1. Marketing Management By: Philip Kotler Kevin Lane Keller 2. Research Metodology By: Debashish Patil

WEBSITES
1.www.jagran.com 2. www.khojle.com

SEARCH ENGINES
1. google.com
2.

yahoo.com

!!THANK YOU!!