advertisers perception

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CHAPTER I

1.1 INTRODUCTION OF THE STUDY

PERCEPTION

Perception is our sensory experience of the world around us and involves both the

recognition of environmental stimuli and actions in response to these stimuli. Through the

perceptual process, we gain information about properties and elements of the environment

that are critical to our survival. Perception not only creates our experience of the world

around us; it allows us to act within our environment

Perception is the process by which organisms interpret and organize sensation to

produce a meaningful experience of the world. Sensation usually refers to the immediate,

relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose,

tongue, or skin. Perception, on the other hand, better describes one's ultimate experience of

the world and typically involves further processing of sensory input. In practice, sensation

and perception are virtually impossible to separate, because they are part of one continuous

process.

Perception in humans describes the process whereby sensory stimulation is translated into

organized experience

The perceptual process is a sequence of steps that begins with the environment and leads to

our perception of a stimulus and an action in response to the stimulus.

What Is Perception?

Perception is our sensory experience of the world around us and involves both the recognition

of environmental stimuli and actions in response to these stimuli. Through the perceptual

process, we gain information about properties and elements of the environment that are

critical to our survival. Perception not only creates our experience of the world around us; it

allows us to act within our environment.

Perception includes the five senses; touch, sight, taste smell and taste. It also includes what is

known as proprioception, a set of senses involving the ability to detect changes in body

positions and movements. It also involves the cognitive processes required to processinformation, such as recognizing the face of a friend or detecting a familiar scent.


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History of Advertising

Advertising as a discrete form is generally agreed to have begun with newspapers, in

the seventeenth century, which included line or classified advertising. Simple descriptions,

plus prices, of products served their purpose until the late nineteenth century, when

technological advances meant that illustrations could be added to advertising, and color was

also an option.

An early advertising success story is that of Pears Soap. Thomas Barratt married into

the famous soap making family and realized that they needed to be more aggressive about

pushing their products if they were to survive. He launched the series of ads featuring

cherubic children which firmly welded the brand to the values it still holds today. he took

images considered as "fine art" and used them to connote his brand's quality, purity (i.e.

untainted by commercialism) and simplicity (cherubic children). He is often referred to as the

father of modern advertising.

World War I saw some important advances in advertising as governments on all sides

used ads as propaganda. The British used advertising as propaganda to convince its own

citizens to fight, and also to persuade the Americans to join. No less a political commentator

than Hitler concluded that Germany lost the war because it lost the propaganda battle: he did

not make the same mistake when it was his turn. One of the other consequences of World

War I was the increased mechanization of industry - and hence increased costs which had to

be paid for somehow: hence the desire to create need in the consumer which begins to

dominate advertising from the 1920s onward.

ADVERTISERS PERCEPTION

Advertiser Perceptions provides media company executives with essential insight necessary

for increasing ad sales, market share and competitive advantage.


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DEFINITION - ADVERTISING

Advertising is

paid for a way of promoting products, services or information a form of communication (between manufacturer and consumer) a physical commodity an integral part of pop culture an important economic force a part of our urban landscape

Advertising is a form of communication that typically attempts to persuade potential

customers to purchase or to consume more of a particular brand of product or service.

Modern advertising developed with the rise of mass production in the late 19th and early 20th

centuries

Advertising

Advertising is nothing but a paid form of non-personal presentation or promotion of ideas,

goods or services by an identified sponsor with a view to disseminate information concerning

an idea, product or service. The message which is presented or disseminated is called

advertisement. In the present day marketing activities hardly is there any business in the

modern world which does not advertise. However, the form of advertisement differs from

business to business.

Advertisement has been defined differently by different persons. A few definitions are being

reproduced below:

According to Wood, "Advertising is causing to know to remember, to do."

According to Wheeler, "Advertising is any form of paid non-personal presentation of ideas,

goods or services for the purpose of inducting people to buy."

According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of

ideas, goods or services by an identified sponsor."
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According to William J. Stanton, "Advertising consists of all the activities involves in

presenting to a group, a non-personal, oral or visual, openly sponsored message regarding

disseminated through one or more media and is paid for by an identified sponsor."

The above definitions clearly reveal the nature of advertisement. This is a powerful element

of the promotion mix. Essentially advertising means spreading of information about the

characteristics of the product to the prospective customers with a view to sell the product or

increase the sale volume.

TYPES OF ADVERTISING

Virtually any medium can be used for advertising. Commercial advertising media can

includewall paintings,billboards,street furniture components, printed flyers andrack cards,

radio, cinema and television adverts,web banners,mobile telephone screens, shopping carts,

webpopups,skywriting, bus stop benches,human billboards andforehead advertising,

magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes

("logo jets"),in-flight advertisements onseatback tray tables or overhead storage bins,

taxicab doors, roof mounts andpassenger screens, musical stage shows, subway platforms

and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in

supermarkets, shopping cart handles (grabertising), the opening section ofstreaming audio

and video, posters, and the backs of event tickets and supermarket receipts. Any place an

"identified" sponsor pays to deliver their message through a medium is advertising.

Television advertising /Music in advertising

The TV commercial is generally considered the most effective mass-market advertising

format, as is reflected by the high prices TV networks charge for commercialairtime duringpopular TV events. The annualSuper Bowlfootball game in the United States is known as

the most prominent advertising event on television. The average cost of a single thirty-second

TV spot during this game has reached US$3.5 million (as of 2012). Some television

commercials feature a song orjingle that listeners soon relate to the product. Virtual

advertisements may be inserted into regular television programming through computer

graphics. It is typically inserted into otherwise blank backdrops or used to replace local

billboards that are not relevant to the remote broadcast audience.
https://en.wikipedia.org/wiki/Muralhttps://en.wikipedia.org/wiki/Billboardshttps://en.wikipedia.org/wiki/Street_furniturehttps://en.wikipedia.org/wiki/Rack_cardhttps://en.wikipedia.org/wiki/Web_bannerhttps://en.wikipedia.org/wiki/Pop-up_adhttps://en.wikipedia.org/wiki/Skywritinghttps://en.wikipedia.org/wiki/Human_billboardhttps://en.wikipedia.org/wiki/Forehead_advertisinghttps://en.wikipedia.org/wiki/Logojethttps://en.wikipedia.org/wiki/In-flight_advertisinghttps://en.wikipedia.org/wiki/Tray-tablehttps://en.wikipedia.org/wiki/Cabvisionhttps://en.wikipedia.org/wiki/Shopping_carthttps://en.wikipedia.org/wiki/Streaming_mediahttps://en.wikipedia.org/wiki/Television_advertisementhttps://en.wikipedia.org/wiki/Music_in_advertisinghttps://en.wikipedia.org/wiki/Broadcastinghttps://en.wikipedia.org/wiki/Super_Bowlhttps://en.wikipedia.org/wiki/American_footballhttps://en.wikipedia.org/wiki/Jinglehttps://en.wikipedia.org/wiki/Jinglehttps://en.wikipedia.org/wiki/American_footballhttps://en.wikipedia.org/wiki/Super_Bowlhttps://en.wikipedia.org/wiki/Broadcastinghttps://en.wikipedia.org/wiki/Music_in_advertisinghttps://en.wikipedia.org/wiki/Television_advertisementhttps://en.wikipedia.org/wiki/Streaming_mediahttps://en.wikipedia.org/wiki/Shopping_carthttps://en.wikipedia.org/wiki/Cabvisionhttps://en.wikipedia.org/wiki/Tray-tablehttps://en.wikipedia.org/wiki/In-flight_advertisinghttps://en.wikipedia.org/wiki/Logojethttps://en.wikipedia.org/wiki/Forehead_advertisinghttps://en.wikipedia.org/wiki/Human_billboardhttps://en.wikipedia.org/wiki/Skywritinghttps://en.wikipedia.org/wiki/Pop-up_adhttps://en.wikipedia.org/wiki/Web_bannerhttps://en.wikipedia.org/wiki/Rack_cardhttps://en.wikipedia.org/wiki/Street_furniturehttps://en.wikipedia.org/wiki/Billboardshttps://en.wikipedia.org/wiki/Mural


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Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The

word "infomercial" is a portmanteau of the words "information" & "commercial". The main

objective in an infomercial is to create animpulse purchase, so that the consumer sees the

presentation and then immediately buys the product through the advertisedtoll-free telephone

number or website. Infomercials describe, display, and often demonstrate products and their

features, and commonly have testimonials from consumers andindustry professionals.

Radio advertising

Radio advertising is a form of advertising via the medium ofradio. Radio advertisements

are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a

receiving device. Airtime is purchased from astation ornetwork in exchange for airing the

commercials. While radio has the limitation of being restricted to sound, proponents of radio

advertising often cite this as an advantage. Radio is an expanding medium that can be found

not only on air, but also online. According to Arbitron, radio has approximately 241.6 million

weekly listeners, or more than 93 percent of the U.S. population.

Online advertising

Online advertising is a form ofpromotion that uses the Internet andWorld Wide Web for the

expressed purpose of delivering marketing messages to attract customers. Online ads are

delivered by an ad server.

Examples of online advertising include contextual ads that appear on search engine results

pages,banner ads, intext ads,Rich Media Ads,Social network advertising,online classified

advertising,advertising networks ande-mail marketing,includinge-mail spam.

New media

Technological development and economic globalization favors the emergence of new and

new communication channels and new techniques of commercial messaging.
https://en.wikipedia.org/wiki/Infomercialhttps://en.wikipedia.org/wiki/Impulse_purchasehttps://en.wikipedia.org/wiki/Toll-free_telephone_numberhttps://en.wikipedia.org/wiki/Toll-free_telephone_numberhttps://en.wikipedia.org/wiki/Advertising_professionalhttps://en.wikipedia.org/wiki/Radiohttps://en.wikipedia.org/wiki/Radio_stationhttps://en.wikipedia.org/wiki/Radio_networkhttps://en.wikipedia.org/wiki/Promotion_(marketing)https://en.wikipedia.org/wiki/World_Wide_Webhttps://en.wikipedia.org/wiki/Search_engine_results_pagehttps://en.wikipedia.org/wiki/Search_engine_results_pagehttps://en.wikipedia.org/wiki/Banner_adhttps://en.wikipedia.org/wiki/Pay_per_clickhttps://en.wikipedia.org/wiki/Rich_Mediahttps://en.wikipedia.org/wiki/Social_network_advertisinghttps://en.wikipedia.org/wiki/Online_classified_advertisinghttps://en.wikipedia.org/wiki/Online_classified_advertisinghttps://en.wikipedia.org/wiki/Advertising_networkhttps://en.wikipedia.org/wiki/E-mail_marketinghttps://en.wikipedia.org/wiki/E-mail_spamhttps://en.wikipedia.org/wiki/E-mail_spamhttps://en.wikipedia.org/wiki/E-mail_marketinghttps://en.wikipedia.org/wiki/Advertising_networkhttps://en.wikipedia.org/wiki/Online_classified_advertisinghttps://en.wikipedia.org/wiki/Online_classified_advertisinghttps://en.wikipedia.org/wiki/Social_network_advertisinghttps://en.wikipedia.org/wiki/Rich_Mediahttps://en.wikipedia.org/wiki/Pay_per_clickhttps://en.wikipedia.org/wiki/Banner_adhttps://en.wikipedia.org/wiki/Search_engine_results_pagehttps://en.wikipedia.org/wiki/Search_engine_results_pagehttps://en.wikipedia.org/wiki/World_Wide_Webhttps://en.wikipedia.org/wiki/Promotion_(marketing)https://en.wikipedia.org/wiki/Radio_networkhttps://en.wikipedia.org/wiki/Radio_stationhttps://en.wikipedia.org/wiki/Radiohttps://en.wikipedia.org/wiki/Advertising_professionalhttps://en.wikipedia.org/wiki/Toll-free_telephone_numberhttps://en.wikipedia.org/wiki/Toll-free_telephone_numberhttps://en.wikipedia.org/wiki/Impulse_purchasehttps://en.wikipedia.org/wiki/Infomercial


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Product placements

Covert advertising, is when a product or brand is embedded in entertainment and media. For

example, in a film, the main character can use an item or other of a definite brand, as in the

movieMinority Report, whereTom Cruise's character John Anderton owns a phone with

theNokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.

Another example of advertising in film is inI, Robot,where main character played byWill

Smith mentions hisConverse shoes several times, calling them "classics," because the film is

set far in the future. I, Robot andSpace balls also showcase futuristic cars with the

Audi andMercedes-Benz logos clearly displayed on the front of the vehicles.Cadillac chose

to advertise in the movieThe Matrix Reloaded,which as a result contained many scenes in

which Cadillac cars were used. Similarly, product placement forOmega

Watches,Ford,VAIO,BMW andAston Martin cars are featured in recentJames Bond films,

most notablyCasino Royale.In "Fantastic Four: Rise of the Silver Surfer", the main transport

vehicle shows a largeDodge logo on the front.Blade Runner includes some of the most

obvious product placement; the whole film stops to show aCoca-Colabillboard.

Press advertising

Press advertising describes advertising in a printed medium such as a newspaper,magazine,

or trade journal. This encompasses everything from media with a very broad readership base,

such as a major national newspaper or magazine, to more narrowly targeted media such as

local newspapers and trade journals on very specialized topics. A form of press advertising

isclassified advertising,which allows private individuals or companies to purchase a small,

narrowly targeted ad for a low fee advertising a product or service. Another form of press

advertising is the Display Ad, which is a larger ad (can include art) that typically run in an

article section of a newspaper.

Billboard advertising

Billboards are large structures located in public places which display advertisements to

passing pedestrians and motorists. Most often, they are located on main roads with a large

amount of passing motor and pedestrian traffic; however, they can be placed in any location

with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping

malls or office buildings, and in stadiums.
https://en.wikipedia.org/wiki/Minority_Report_(film)https://en.wikipedia.org/wiki/Tom_Cruisehttps://en.wikipedia.org/wiki/Nokiahttps://en.wikipedia.org/wiki/Bulgarihttps://en.wikipedia.org/wiki/I,_Robot_(film)https://en.wikipedia.org/wiki/Will_Smithhttps://en.wikipedia.org/wiki/Will_Smithhttps://en.wikipedia.org/wiki/Converse_(shoe_company)https://en.wikipedia.org/wiki/Spaceballshttps://en.wikipedia.org/wiki/Audihttps://en.wikipedia.org/wiki/Mercedes-Benzhttps://en.wikipedia.org/wiki/Cadillachttps://en.wikipedia.org/wiki/The_Matrix_Reloadedhttps://en.wikipedia.org/wiki/Omega_SAhttps://en.wikipedia.org/wiki/Omega_SAhttps://en.wikipedia.org/wiki/Ford_Motor_Companyhttps://en.wikipedia.org/wiki/VAIOhttps://en.wikipedia.org/wiki/BMWhttps://en.wikipedia.org/wiki/Aston_Martinhttps://en.wikipedia.org/wiki/James_Bondhttps://en.wikipedia.org/wiki/Casino_Royale_(2006_film)https://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surferhttps://en.wikipedia.org/wiki/Dodgehttps://en.wikipedia.org/wiki/Blade_Runnerhttps://en.wikipedia.org/wiki/Coca-Colahttps://en.wikipedia.org/wiki/Magazinehttps://en.wikipedia.org/wiki/Classified_advertisinghttps://en.wikipedia.org/wiki/Billboardhttps://en.wikipedia.org/wiki/Billboardhttps://en.wikipedia.org/wiki/Classified_advertisinghttps://en.wikipedia.org/wiki/Magazinehttps://en.wikipedia.org/wiki/Coca-Colahttps://en.wikipedia.org/wiki/Blade_Runnerhttps://en.wikipedia.org/wiki/Dodgehttps://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surferhttps://en.wikipedia.org/wiki/Casino_Royale_(2006_film)https://en.wikipedia.org/wiki/James_Bondhttps://en.wikipedia.org/wiki/Aston_Martinhttps://en.wikipedia.org/wiki/BMWhttps://en.wikipedia.org/wiki/VAIOhttps://en.wikipedia.org/wiki/Ford_Motor_Companyhttps://en.wikipedia.org/wiki/Omega_SAhttps://en.wikipedia.org/wiki/Omega_SAhttps://en.wikipedia.org/wiki/The_Matrix_Reloadedhttps://en.wikipedia.org/wiki/Cadillachttps://en.wikipedia.org/wiki/Mercedes-Benzhttps://en.wikipedia.org/wiki/Audihttps://en.wikipedia.org/wiki/Spaceballshttps://en.wikipedia.org/wiki/Converse_(shoe_company)https://en.wikipedia.org/wiki/Will_Smithhttps://en.wikipedia.org/wiki/Will_Smithhttps://en.wikipedia.org/wiki/I,_Robot_(film)https://en.wikipedia.org/wiki/Bulgarihttps://en.wikipedia.org/wiki/Nokiahttps://en.wikipedia.org/wiki/Tom_Cruisehttps://en.wikipedia.org/wiki/Minority_Report_(film)


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Mobile billboard advertising

Mobile billboards are generally vehicle mountedbillboards or digital screens. These can be

on dedicated vehicles built solely for carrying advertisements along routes preselected by

clients, they can also be specially equipped cargo trucks or, in some cases, large banners

strewn from planes. The billboards are often lighted; some beingbacklit, and others

employing spotlights. Some billboard displays are static, while others change; for example,

continuously or periodically rotating among a set of advertisements. Mobile displays are used

for various situations in metropolitan areas throughout the world, including: Target

advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store

openings and similar promotional events, and Big advertisements from smaller companies.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a

product in visible locations in a store, such as at eye level, at the ends of aisles and near

checkout counters (aka POPPoint of Purchase display), eye-catching displays promoting a

specific product, and advertisements in such places as shopping carts and in-store video

displays.

Street advertising

This type of advertising first came to prominence in the UK by Street Advertising Services to

create outdoor advertising on street furniture and pavements. Working with products such

asReverse Graffiti,air dancers and 3D pavement advertising, the media became an

affordable and effective tool for getting brand messages out into public spaces.

Sheltered Outdoor Advertising

This type of advertising opens the possibility of combining outdoor with indoor

advertisement by placing large mobile, structures (tents)in public places on temporary bases.

The large outer advertising space exerts a strong pull on the observer, the product is promoted

indoor, where the creative decor can intensify the impression.
https://en.wikipedia.org/wiki/Mobile_billboardhttps://en.wikipedia.org/wiki/Billboardhttps://en.wikipedia.org/wiki/Backlighthttps://en.wikipedia.org/wiki/Reverse_Graffitihttps://en.wikipedia.org/wiki/Air_dancerhttps://en.wikipedia.org/wiki/Tentshttps://en.wikipedia.org/wiki/Tentshttps://en.wikipedia.org/wiki/Air_dancerhttps://en.wikipedia.org/wiki/Reverse_Graffitihttps://en.wikipedia.org/wiki/Backlighthttps://en.wikipedia.org/wiki/Billboardhttps://en.wikipedia.org/wiki/Mobile_billboard


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Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain

recognition for their products and promote specific stores or products. Advertisers often

advertise their products, for example, when celebrities share their favourite products or wear

clothes by specific brands or designers. Celebrities are often involved in advertising

campaigns such as television or print adverts to advertise specific or general products. The

use of celebrities to endorse a brand can have its downsides, however. One mistake by a

celebrity can be detrimental to the public relations of a brand. For example, following his

performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer

Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to

associate with him after he was photographed smoking marijuana. Celebrities such as Britney

Spears have advertised for multiple products including Pepsi, Candies from Kohl's, Twister,

NASCAR, Toyota and many more.

Consumer-generated advertising

This involves getting consumers to generate advertising through blogs, websites, wikis and

forums, for some kind of payment.

Aerial advertising

Usingaircraft,balloons orairships to create or display advertising media.Skywriting is a

notable example.
https://en.wikipedia.org/wiki/Celebrity_brandinghttps://en.wikipedia.org/wiki/Britney_Spearshttps://en.wikipedia.org/wiki/Britney_Spearshttps://en.wikipedia.org/wiki/Consumer-generated_advertisinghttps://en.wikipedia.org/wiki/Aerial_advertisinghttps://en.wikipedia.org/wiki/Aircrafthttps://en.wikipedia.org/wiki/Balloon_(aircraft)https://en.wikipedia.org/wiki/Airshiphttps://en.wikipedia.org/wiki/Skywritinghttps://en.wikipedia.org/wiki/Skywritinghttps://en.wikipedia.org/wiki/Airshiphttps://en.wikipedia.org/wiki/Balloon_(aircraft)https://en.wikipedia.org/wiki/Aircrafthttps://en.wikipedia.org/wiki/Aerial_advertisinghttps://en.wikipedia.org/wiki/Consumer-generated_advertisinghttps://en.wikipedia.org/wiki/Britney_Spearshttps://en.wikipedia.org/wiki/Britney_Spearshttps://en.wikipedia.org/wiki/Celebrity_branding


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1.2 PROBLEM IDENTIFICATION:

From the pilot study, this chapter investigates the knowledge, perceptions, and

intentions of advertising professional. The rapid rise of social media has captured the

attention of marketers and consumers on a global scale, and together with a rapidly changing

communications environment marketers now confront new challenges in terms of our

understanding of consumer behaviour and consumption patterns in the new millennium. So

this study has to identify the advertisers perception towards ajk tv channel in pudhucherry.


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1.3 OBJECTIVE OF THE STUDY

To study the awareness & brand image created by THE AJK TV among advertisers. To analyse the seeking reason for choosing of AJK TV by commercial advertisers

To find out the seeking reason for choosing of AJK TV by Personnel advertisers

To study on advertisers perception about indulge along with to THE AJK TV.

To evaluate the satisfaction level of marketing strategy by the advertisers.

1.4 RESEARCH HYPOTHESIS

CORRELATION:

Hypothesis :

H0 = There is no significant relationship between the AJK TV covers more area and more

popularity.

H1 = There is significant relationship between the AJK TV covers more area and more

popularity.


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1.5 SCOPE OF THE STUDY

The scope of the study covers the advertisers perception towards AJK TV

channel.

Population size is too small so I was collected data from 30 advertisers from AJK

TV Channel.

To study the advertisers perception while choosing this channel.

This study will help to understand advertisers, their preference and their needs

expected while giving advertisement in the channel.


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1.6 NEED OF THE STUDY

Local Tv channels industry get major part of their revenue through advertising

This study is about advertisers perception on advertising in INDULGE.

These studies to know the impact of indulge advertising and the brand image createdby the INDULGE among advertisers

Findings of the study helps the Ajk Tv channel to know whether they will getrepeated advertising from their existing advertiser client and to know their satisfactionlevel.


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1.7 COLLECTION OF DATA

SOURCES OF DATA:

Two sources were used for collecting data, namely

PRIMARY DATA:

Primary data were collected through survey from the women consumer, using the

questionnaires which help to recognize the women customers buying behaviour, awareness of

jewellery brand, and influencing factors.

SECONDARY DATA:

Secondary data needed for conducting this research work where collected from the

various profile of the jewellery websites , internet and various journals, magazines etc.

DATA COLLECTION TOOL:

The data required for this study were collected from primary data and secondary data.

The primary data were collected mainly from the questionnaire

QUESTIONNAIRE:

List of a research or survey questions asked to respondents and designed to extract

specific information. It serves four basic purposes.

1. Collect the appropriate data

2. To make data comparable and amenable to analysis,

3. Minimize bias in formulating and asking question, and

4. To make questions engaging and varied.

The questionnaires were distributed to the respondents. The questionnaires are framed

in a facilitating manner to obtain clear and clarified responses. The Respondents were given a

work time to fill up the questionnaire. The completed questionnaires were given back to the

researcher.


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QUESTIONNAIRE CONSTRUCTION:

Questionnaires constructed using open ended questions, close ended questions,

dichotomous questions, and rating scale. Open ended questions is which require the

respondent to answer it in his own words.

OPEN ENDED QUESTION:

Unstructured question in which (unlike in a multiple choice question) possible

answers are not suggested, and the respondent answers it in his or her own words. Such

questions usually begin with a how, what, when, where, and why (such as "What factors you

take into account when buying a vehicle?" or "In your opinion, what is the reasonable price

for this item?") and provide qualitative instead of quantitative information. Open ended

questions are asked generally during exploratory research and where statistical validity is not

a prime objective.

CLOSE ENDED QUESTION:

That provides a set of answers from which the respondent must choose. Multiple

choice questions are closed questions. It is called as closed-ended question.


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1.8 LIMITATIONS OF THE STUDY

Some of the respondents are reluctant to reveal the information.

The study is purely based on the response of the respondents, on that time. The statistical tools used for the study have their own limitations. The cooperation of the respondents is poor.

1.9 MAIN STUDY

INTRODUCTION:

Research methodology is a way to systematically solve the research problem is tohow research is done scientifically. It consists of the different steps that are generally

adopted by the researcher to the study his research problem along with logic behind them.

It is necessary to the researcher to develop certain tests.

RESEARCH DESIGN:

Research design is a plan to answer whom, when, where, and how the subject

under investigation conceived so as to obtain answers to research questions. The type of

research design involved in this study is descriptive research studies.

DESCRIPTIVE RESEARCH STUDIES:

Descriptive research studies are those studies, which are concerned with describing

the characteristics of a particular individual, or of a group, where as diagnostic research study

determine the frequency with which something occurs or its association with something else.

The studies concerning whether certain variables are associated are example of diagnostic

research studies. As against this, study concerned individual, group or situation are all

example of descriptive research studies. Most of the social research studies come under this

category from the point of view of the research design.


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DATA COLLECTION METHOD:

The required data was collected by both the primary and secondary sources.

The data objective are describe from the research objectives and their determination

rests mainly on the research to translate what the decision marker wants into specific

descriptive of the needed data.

Primary:

The primary data was collected from the, THE AJK TV(PUDUCHERRY) LTD.,users at Puducherry. The Respondents were met personally at their establishments and

questionnaire has been given to them and answered questionnaires were collected

back.

Primary data is the data gathered for the first time by the researcher by usingquestionnaire.

Secondary data:

Secondary data, on the other hand, is those which have already been collected bysomeone else and which already been passed through the statistical process.

Secondary data pertaining to this study was obtained from company documents,broachers, departmental informations websites etc.

RESEARCH INSTRUMENTS:

Instrument : Questionnaires (personal administered)

Instrument Design : Both open end enclose ended

Question and used in questionnaires.

Questionnaire Design

A well structured questionnaire was used for this study. The types of questions

used in the questionnaire were open-ended, multiple-choice and Dichotomous

questions.


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1. Open-end questions are questions, which are entitled to give a free

response to their choice.

2. Multiple-choice questionsare question, which contain a list of answer and

permit the subject to select the best answer.

SAMPLING:

Sampling is the process of selecting a sufficient number of elements from the

population, so that a study of sample and an understanding of its properties or

characteristics would make it possible for us to generalize such properties or

characteristics to the population elements.

SAMPLEING PLAN:

Sampling technique : Cluster sample Sample size : Sample size chosen here for this study

was 30 as suggested by the company

Sample unit : Advertisers in Chennai market Time Dimension : Period on 1st June to 31stJuly 13

SAMPLE DESIGN:

A Sample design is a definite plan for obtaining a sample from given population. It

refers to the technique or the procedure the researcher would adopt in selection items for the

sample. Sample may as well lay down the number of items to be included in the sample

namely, the size of the sample.

Probability sampling:

Make a specific mention of it in the thesis. So that the conclusions would be evaluated

accordingly. Probability sampling refers to the sampling process in which the samples are

selected for a specific purpose with a pre-determined basis of selection. This type of samples

is also required at times when random selection may not be possible. Therefore the reliability

of conclusions based on this type of sampling is less. Whenever a researcher uses this type of

sampling.


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Cluster Sampling:

Cluster sampling method suggests, the samples are selected at different stages. In this

method, the population is first divided into different stages. Then from the first stage, a few

items are selected at random based on a specific feature or characteristic. From these in the

second stage, a few elements are selected at random possessing, he characteristic. From

which in the third stage a few are selected at random satisfying the characteristic and so on to

finally make the necessary selection of samples.

All the samples selected at random at different stages will posses the common

characteristic or will be homogeneous on some basis.

Cluster sampling involves arranging elementary items in a population into

heterogeneous subgroups that are representative of the overall population. One such group

constitutes a sample for study.

1.10 SAMPLING SIZE:

The total numbers of respondents are termed as sample size. The sample size for

this analysis is 30 respondents.

SAMPLING UNIT:

Sampling unit is that of who is to be surveyed. The survey is on advertisers of

THE AJK TV(PUDUCHERRY) LTD.

SATISTICAL TOOLS:

The collected data has been subjected to analyses by units appropriate tools,

percentage, chisquare.

The information gathered analyzed by using the following appropriate tool

such as:

Percentage Analysis Correlation Weighted average method


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PERCENTAGE ANALYSIS:

Percentage refers to a special kind of ratio. It is used to make comparison

between two or more series of data. They can be used to compare the relative items,

the distribution of two or more series of data since the percentage reduce everything

as common base and allow the meaningful comparisons to be made.

Percentage refers to the special kind of ratio percentage are used in making

comparison between two or more series of data. Percentages are used to describe

relationship.

FORMULA:

No. of respondents

Percentage (%) = _________________________ X 100

Total respondents

Bar chart and Pie charts are used to explain the tabulation clearly.

CORRELATION

Correlation analysis deals with the association between two or more variable. It does

not tell anything about cause and effect relationship. Correlation is classified in two types as

Positive and Negative Correlation

FORMULA:

r =

Correlation value shall always lie between +1 and -1. When r=1, it shows there is

perfect positive correlation between variables. When r=0, there is no correlation.


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WEIGHTED AVERAGE METHOD

Weighted average can be defined as an average whose component items aremultiplied by certain values (weights) and the aggregate of the products are divided

by the total of weights.

One of the limitations of simple arithmetic mean is that it gives equal importance toall the items of the distribution.

In certain cases relative importance of all the items in the distribution is not the same.Where the importance of the items varies.

It is essential to allocate weight applied but may vary in different cases. Thus weightage is a number standing for the relative importance of the items.


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CHAPTER II

REVIEW OF LITERATURE

(Belch 1981; Shimp and Dyer 1978; Swinyard (1981).

The communication effectiveness of comparative advertising has been an issue ever

since the Federal Trade Commission encouraged advertisers to name competing brands as an

alternative to the then more prevalent "brand X" euphemism (Cohen 1976). Wilkie and Farris

(1975) proposed that such comparative advertising should be more effective than more

traditional advertising in generating increased attention and recall, increased comprehension

of claims, and greater yielding to claims. Of the studies investigating the relative

effectiveness of comparative advertising, most were not supportive of these initialpropositions. Comparative advertisements were often perceived as more confusing, less

believable, and no more persuasive than non comparative advertisements.

Gorn and Weinberg (1984, 1983)

More positive findings, however, were recently reported by Gorn and Weinberg

(1984, 1983), who tested the relative effectiveness of comparative advertising by focusing on

perception-related dependent variables. These authors argue that, in practice, comparative

advertising is usually started by a challenger with the objective of placing the challenger in

the same league as the brand leader in the mind of the consumer. A favorable result, then, for

the challenger's comparative ads would be a reduction in the perceived psychological distance

between the two brands.

In their study, Gorn and Weinberg focused on perceived challenger-leader brand

similarity as the dominant dependent variable. They manipulated type of ad by the challenger

(comparative, non comparative), context (leader ad present, leader ad absent) and product

category (cigarettes, golf balls, toothpastes). They found that greater perceived challenger-

leader similarity was obtained with comparative advertising than with non comparative

advertising across the three product categories. Type of ad, however, did not affect attitude

toward the product, a finding similar to previous research results. This latter result led these

researchers to speculate that attitude may not be the most sensitive dependent measure and

that longer term exposure might be necessary to affect attitude since attitude is a higher order

response. Cognitive response data did not illuminate possible underlying processes which

might have shaped and determined these results.


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Sujan (1985)

One promising theoretical framework for the analysis of perceived brand similarity

focuses on the cognitive processes of categorization and prototyping (Rosch 1975, 1978).

Casual observation as well as recent research attest to the pervasive human tendency to

categorize both objects and persons into groups, types and other categories so that non-

identical stimuli can be treated as if they were equivalent (Cantor and Mischel 1979; Rosch,

Mervin, Gray, Johnson and Boyes-Braem 1976). Categorization simplifies the individual's

processing task of the potentially overwhelming number of stimuli in the environment.

Research further indicates that knowledge in a given category is internally structured around

a typical (i.e., exemplar) or ideal instance (i.e., prototype) which captures the meaning of the

category (Cantor, Mischel and Schwartz 1982). Categorization of a new stimulus under this

perspective is accomplished by a prototype-matching process and is a function of the degree

of similarity between the new stimulus and the category exemplar or prototype. In this way,

categorization influences the processes of attention, integration, storage and retrieval of

information. [The issue of whether individuals perceive categories based on exemplars or

based on prototypes has been debated in the categorization literature (Cantor and Mischel

1979; Medin and Smith 1984). For our purposes, no strong distinction is made between these

two approaches. Rather we follow Elio and Anderson (1981) and assume that either the

exemplar or the prototype or both provide the consumer with a set of expectations (cf. Sujan

1985).]

The potential usefulness of the categorization perspective in examining consumer reaction to

marketing stimuli was recently demonstrated by Sujan (1985). The results of her study

suggest that category-based expectations guide consumer evaluation processes. In particular,

her research suggests that consumers have well-defined categories stored in memory which

enable them to perceive and evaluate new products. When applied to an analysis of

comparative advertising, Sujan's findings suggest that by making reference to particular

comparison brands, the consumer may categorize the new brand as an example of this

category and retrieve the affect associated with the activated category. As a result, the

categorization perspective is viewed as interesting paradigm for understanding comparative

advertising effects.


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Belgian Advertisers' Perceptions of Interactive Digital TV as a Marketing

Communication Tool 2007

Abstract

Main outcome measures: Respondents' attitude towards evidence based medicine,

ability to access and interpret evidence, perceived barriers to practising evidence based

medicine, and best method of moving from opinion based to evidence based medicine.

Results: Respondents mainly welcomed evidence based medicine and agreed that its practice

improves patient care. They had a low level of awareness of extracting journals, review

publications, and databases (only 40% knew of the Cochrane Database of Systematic

Reviews), and, even if aware, many did not use them. In their surgeries 20% had access to

bibliographic databases and 17% to the world wide web. Most had some understanding of the

technical terms used. The major perceived barrier to practising evidence based medicine was

lack of personal time. Respondents thought the most appropriate way to move towards

evidence based general practice was by using evidence based guidelines or proposals

developed by colleagues.

Ratnan 2005

Abstract

This chapter investigates the knowledge, perceptions, and intentions of advertising

professionals in Belgium toward the introduction and use of interactive digital television

(IDTV) as a marketing communication tool. In total, 320 marketing professionals cooperated

in a Web survey that was posted just before the commercial launch of IDTV in Belgium. The

results show that their knowledge concerning the possibilities of advertising on IDTV is very

limited, but their intentions to use IDTV in the future are relatively promising. Among the

major perceived advantages of the medium are the possibility to provide more product

information, two-way communication with the consumer, and the ability to target the

audience more specifically. The major perceived disadvantages of the medium are the general

lack experience of using it, the low adoption of IDTV by the end user, and the high cost for

the advertiser.


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ANZMAC 2010

Social Media Advertising: An Investigation of Consumer Perceptions, Attitudes, and

Preferences for Engagement

Abstract

The rapid rise of social media has captured the attention of marketers and consumers

on a global scale, and together with a rapidly changing communications environment

marketers now confront new challenges in terms of our understanding of consumer behaviour

and consumption patterns in the new millennium. Social media brings with it powerful

opportunities for brands to engage with consumers, one method being through interactive .

To broaden our understanding and assist in managing marketing communications effectively,

this exploratory research investigates the role of social media within the broader advertising

and communications mix. Qualitative focus groups were conducted with consumers to assess

perceptions and attitudes towards social media advertising, and preferences for brand

engagement through this channel. Findings suggest that use of social media advertising in a

multichannel communications approach could have powerful impact on brand loyalty and

engagement.

Consumers' Perception of the Creativity of Advertisements: Development of a Valid

Measurement Scale

Abstract

The aim of this article is to assess creativity in advertising. While creativity is currently

measured by advertising professionals, our measure focuses on consumers' judgments of the

creativity of advertisements (perceived creativity). In Study 1, in-depth interviews were

conducted to explore consumers' implicit theories of creativity in advertising. In Study 2, a

scale was developed to measure perceived advertising creativity. Advertisements seen as

creative by the consumer include three dimensions: novelty, complexity and aesthetics.

Novelty is the association of stimuli both unexpected and relevant to the advertisement.

Complexity is associated with an advertisement rich in multiple meanings. The aesthetics

dimension relates to design specific to creative advertising. Our research provides a better

understanding of consumers' perception of creativity, and offers the opportunity for

practitioners to improve the creativity of their campaigns.


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Khalid alrawi and Walid alrawi

The overriding finding of the study is that the scope of Internet usage as a media is

affected by managements' perceptions of the effectiveness of their websites as marketing

tools.

The researchers recommendation in this context is that firms should develop and

evaluate a web-based methodology websites

The findings of this study reveals that children are affected by tv advertisements andmore they watch the more they are affected.

The most memorable commercial advertisements for the children appears to be theones using humours and celebrities. Furthermore children ability to distinguish

between reality and fiction is possible for this age group.


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CHAPTER III

INDUSTRAIL PROFILE

Analysis: Growth of Indian Television News Channels Continues

The 24-hour news channel in India is a broadcasting genre that has seen double-digit growth

for the past three years and seems set to continue, according to the results of a survey

published in September 2005. The study was conducted by TAM (Television Audience

Measurement) Media Research for the Indiantelevision.com website. It found that the number

of news channels had risen from 11 in 2002 to 30 as of August 2005.

The majority of these (two-thirds) were Hindi-language news channels and a few were

English language. The remainder were categorized as either regional news or business news

channels, which are currently the two growth areas.

Audience size

In terms of the news share of the television audience, the TAM study found that during the

Mumbai floods in July 2005 the news genre had a 17-per cent share of the Mumbai cable and

satellite audience, as against 8 per cent four weeks before the floods.

Television in India now reaches 108 million homes. This is an increase of 32 per cent over

2002 and means that just over half of all Indian homes now have television. This was

reported in the National Readership Survey of 2005, conducted by a branch of Indias Audit

Bureau of Circulations. The NRS report also noted that the number of homes with access to

cable or satellite television had risen from 40 million in 2002 to 61 million this year. (Only

the national public broadcaster, Doordarshan, transmits terrestrially.)

Leading Hindi channels

For some years, the leading Hindi news channel has been Aaj Tak. It was launched in

December 2000 and is part of the TV Today Network. TV Today is itself part of the Living

Media Group, which publishes the weekly India Today and a number of other magazines.

After Aaj Tak, TV Today launched an English channel, Headlines Today, and then in August

2005 a second Hindi channel, Tez (meaning Fast). Both are aimed at the busy viewer who

does not have time for long and detailed news bulletins. Headlines Today has a 30-minute

news cycle and network chairman and managing director Aroon Purie, at the launch of Tez,


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described his newest channels approach as maximum news in minimum time. Press

reports say that TV Today is planning to launch a fourth channel, specifically for the New

Delhi region.

However, Aaj Taks domination of the Hindi market is now under serious threat from Star

News, a joint venture between News Corporations Star TV group and the Indian ABP media

group. Under Indias Foreign Direct Investment rules, Stars participation is limited to 26 per

cent. ABP, based in Kolkata, is publisher of the English-language daily The Telegraph and

the leading Bengali daily, Anand Bazar Patrika.

Market shares

TAMs weekly figures for viewing of Hindi news channels in the major metropolitan areas

show that Star and Aaj Tak are running neck- and-neck. During August and September 2005

both registered a weekly market share of 25 per cent or just under.

Behind them, with shares of around 15 per cent were Zee News and NDTV India. Zee News,

the first 24-hour Hindi news channel, is part of the Zee Telefilms group, which also owns the

countrys largest cable distributor, Siticable, and the direct-to-home satellite service Dish TV.

NDTV (New Delhi Television) was originally a producer of news and current affairs

programming. NDTV India launched in April 2003, as did an English-language news

channel, NDTV 247. A business channel, NDTV Profit, launched in January 2005.

Other Hindi channels

The top four Hindi news channels are followed by a number of others, among them DD News

(24-hour news in Hindi and English from the public broadcaster), Sahara Samay, Awaaz and

Channel 7.

Channel 7, launched this year, is part of the group that publishes Dainik Jagran. This Hindi

newspaper has become the countrys most widely-read daily, with a readership of over 21

million, according to the National Readership Survey 2005.

Awaaz is a business and consumer channel that is part of the TV18 stable. TV18 also

operates CNBC TV18, an English-language business news channel which is a joint venture

with CNBC Asia-Pacific in which TV18 has a 90-per cent stake, and the international

channel South Asia World.


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Sahara Samay is part of the Sahara group, which also has interests in banking, aviation and

housing. In addition to its national news channel, Sahara has branched out into what it calls

city-centric channels. In July 2005 it launched one for the Delhi region to join four

channels already broadcasting to Mumbai and Hindi-speaking northern regions.

Going regional

Star TVs tie-up with the ABP group from Kolkata (Calcutta) encouraged it to launch a

Bengali channel, Star Ananda, in June 2005. It was not the first Bengali-language news

channel Tara Newz had launched in February. However TAM viewing figures for Star

Anandas first week showed that it had captured a market share of 38 per cent amongst news

channels, as against Taras 10 per cent.

As a report on Indiantelevision.com on 11 June pointed out, that high market share could be

attributed to viewer curiosity and was no guarantee of future performance.

However, the report also highlighted another interesting aspect of the TAM survey. The third

to sixth places were taken by the four leading Hindi news channels, with between 10 and six

per cent of the share. The share of the English-language channels was negligible, at two or

three per cent, and CNN and BBC World both registered just one per cent. This was

surprising, the report said, for a city that should have been more at ease with English than

Hindi.

One of the smaller Hindi news channels, India TV, also has plans to branch out regionally.

Chairman Rajat Sharma told Indiantelevision.com that the company had applied for uplink

permission for a Gujarati-language channel, which could be on air by November. He added

that a Punjabi channel was also under consideration.

North, south and beyond

Away from the Hindi-speaking regions, particularly in the south, competition is not so fierce

for the moment.

In the largely Telugu-speaking state of Andhra Pradesh, the first two all-news channels were

ETV2 and TV9, in late 2003 and early 2004 respectively. They were followed by Teja News,

part of the Sun Network.


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Sun, based in Chennai in Tamil Nadu, also operates the Tamil- language Sun News and the

Kannada-language Udaya News. Malayalam speakers in Kerala are served by Asianet News

and IndiaVision.

ETV2 is part of the Eenadu group, which is based in Hyderabad. ETV now has 11 regional

channels around the country, more than any other network except Doordarshan. Although

these offer general entertainment programming, a report in The Telegraph of Kolkata on 12

March 2005 noted that ETV devoted 20 per cent of its total daily programming to news.

The same report said that Sun had signed a joint venture agreement with the Malaysian pay-

TV operator Astro All Asia. Part of the deal envisages a Bengali channel for which Sun

would provide the news programming. Astro has also signed a provisional agreement with

NDTV to set up 24-hour channels for southeast Asia.

Growth industry

Although the news TV genre is only a small part of the overall television market, it appears

that there is money to be made from advertising revenue. A special report by Manisha

Bhattacharjee for Indiantelevision.com on 5 October said that the news broadcast industry

had grown in a few years from a market worth 1 billion rupees (22.5 million dollars) to one

worth five times that figure, with the possibility of further growth.

Hardly a month goes by without industry reports or speculation about planned new start-ups.

Some channels will undoubtedly fall by the wayside. However, those players already in the

market may find that new channels can be launched with minimal additional investment, as

was the case with TV Today and Tez. Alternatively, a tie-up with a strong local media brand

(see Channel 7) and/or the resources of a global operator (Star Ananda) could point the way

to success.

Doordarshan Network (1959-2013) Operational Cost of Doordarshan in India (2008-2009 to 2012-2013-upto

October, 2012)

Selected State-wise List of Places for Installation of New Transmitters(Proposed) by Doordarshan under Head Continuing Scheme in India (2007-

2012)

Selected State-wise List of Places for Installation of New Transmitters

(Proposed) by Doordarshan under Head New Scheme in India (2007-2012)


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Financial Targets/Achievements of Doordarshan in India (2007-2008 to2011-2012-upto October 2011)

Number of Applications Received for Permission of Private Satellite TVChannels in India (2008 to 2012-upto 10.04.2012)

Overall Status of Broadcasting and Cable TV Services in India (As on 31stMarch, 2012)

Performance Indicator of Broadcasting Sector in India (June, 2011 to March,2012)

Physical Targets/Achievements (Major Projects) of Doordarshan in India(2007-2008 to 2011-2012-upto October, 2011)

State-wise Number of TV Transmitters Setup in Rented Buildings in India(As on May, 2012)

Selected State-wise TV Transmitter Projects Commissioned in Tribal andInaccessible Areas of India (As on 01.04.2007 to 2010-2011-upto November,

2011)

Funds Allocated and Expenditure for Development of DD Stations underNorth-East Special Package in India (2007-2008 and 2008-2009, Upto

December 2008)

Scheme-wise Outlay/Expenditure and Physical Targets/ Achievements ofDoordarshan (Capital Plan) in India (2008-2009)

Scheme-wise Outlay/Expenditure and Physical Targets/Achievement ofDoordarhan (Revenue) in India (2008-2009)

Selected State-wise TV Ownership in India (2008-2009) Selected State-wise Number of Transmmitters Envisaged to be Installed and

Trans Mitters Installed in India (IXth and Xth Plan)

State-wise Number of New TV Transmitters Installed in India (2002-2007) State-wise Coverage of DD-1 National and DD News in India (As on

31.03.2006)

Private Channel-wise Amount Received/Outstanding Dues on Account ofTaking DD Singals in Respect of India Vs. Pakistan Cricket Series in India

(2005)

Average Viewership to DD Metro in a week (15 + years ) individuals in India(2003)


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Foot Prints of Satellites (2003) Free to Air (F.T.A) Channels in India (2003) Pay Channels in India (2003) Programme Composition of DD Metro in India (2003) Reach of DD- India in Various Countries (2003) Reach of DD Metro Channel (TV Households) in India (2003) Reach of Regional Language Satellite Channels in India (2003) Regional Language Satellite Channels in India (2003) Region-wise Distribution of DD-2 Transmitters in India (As on 31.5.2003) Region-wise Distribution of Regional Language Satellite Transmitters in

India (As on 31.5.2003)

Region-wise Distribution of Studios and DD-1 Transmitters in India (As on31.05.2003)

Sourcing of DD India Programme (2003) State-wise DD-1 Transmitters in India (2003) State-wise Regional Language Service (RLSC) Transmitters in India (2003) State-wise Transmitters and Coverage of DD-2 ( Metro Channel ) in India

(2003)

Companies given Permission for Uplinking of Channels from India (FromApril 2002 to July 2002)

Company-wise Permission Granted for Setting up Teleports in India (2001-2002)

Reach and Viewership of DD/TV Channels (Among TV owing homes) inIndia (2002)

Selected State-wise TV/Cable Penetration in India (2002) State-wise Home Viewers of TV in India (2002) State-wise TV Viewers in India (During 2001-2002) TV Adult ( 15+Yrs.) Viewers in India (2002) TV Channels Permitted to Uplink their Programmes from India (As on

15.3.2002)

TV Homes and Viewers in India (2002) Growth of Cable and Satellite (C andS) Penetration in India (2000 and 2001) Main Findings of the Indian Readership Survey - Television (2001) People Spending Time with TV in India (2000-2001)


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Programme Composition DD-1 in India (2001) Reach of Different DD Channels for all India (2001) State-wise Cable and Satellite (C and S) Homes in India (2001) State-wise Number of TV Homes in India (As per 2001 Census) State-wise TV Coverage in India (As on 1.11.2001) State-wise TV Household in India (2001) TV Scenario in India (2001) Companies given Permission for Uplinking of Channels from India (Prior to

July, 2000)

Company-wise Defaulters of Minimum Guarantee (MG) in India (1999-2000) Most Successful TV Serials and Revenue Earned in India (1997-1998 to

1999-2000)

People Spending Time with TV in India (1997 to 2000) Estimates for Television Homes from Various Sources in India (1998-1999) Growth of Cable and Satelite Homes in India (Urban Areas) (1998-1999) Reach of DD-2 Metro Network in India (1998-1999) Reach of Regional Services in India (1998-1999) Reach of RLS Channels in India (1998-1999) TV Viewers by Regions in India (1998-1999) Production of TV Sets in India (1981 to 1998) Number of Television Relay Centres in India (1961 to 1997) TV Licences Issued in India (From 1962 to 1984) Reach of DD Regional Channels Inside and Outside State in India Satellites Covering India for Broadcasting Television Channels Set Top Box Manufacturers in India


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COMPANY PROFILE

PROPRIETOR : JOHN KUMAR.A

ADDRESS : A J K CABLE TV

NO.72 SAVARI PADAYACHI ST

NELLITHOPE,

PUDUCHERRY

INDIAPHONE: 2201111

NO OF CHANNELS : AJK TV,

AJK GOLD,

AJK REENA,

JAI KRISHNA

INTERNAL EMPLOYEES: 30 MEMBERS

EXTERNAL EMPLOYEES: 200 OPERATORS

COMPANY POLICY : NEVER COMPROMISE IN EQUALITY

CUSTOMER SATISFACTION


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Mission

>> To provide fast, free, reliable and comprehensive information to our users and

connect buyers to sellers.

Corporate Information

The company started offering local search services in 1996 under the Justdial brandand we believe that it is a leading player in a rapidly growing local search market in

India.

The official website www.justdial.com was launched in 2007. Our search service is available to users across multiple platforms, such as the internet,

mobile Internet, over the telephone (voice) and text (SMS).

We believe that our search service bridges the gap between our users and business byhelping users find relevant providers of products and services quickly while helping

business listed in our database to market their offerings.

Facts

For the year ended March 31, 2013 we addressed 364 million search requests from

millions of users across platforms.

Justdial has 08888888888 as their operator assisted hotline number, across India,

which is accessible 24 hours a day, 7 days a week with multi-lingual support.

Justdial Apps are available for the Android, Blackberry and iOS platforms and we

have location based service for our mobile Internet users.

Justdial has a database of approximately 9.1 million listings as of March 31, 2013.

Justdial users have contributed 30,850,128 reviews and ratings for various listings, till

date.

Justdial had approximately 206,500 campaigns as of March 31, 2013. Businessowners have the option to list their business on Justdial's database for free.

With the registered & corporate office based in Mumbai, Justdial also had offices

across India in Ahmedabad, Bengaluru, Chandigarh, Chennai, Coimbatore, Delhi,

Hyderabad, Jaipur, Kolkata and Pune.


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CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

AGE

Table 4.1

Particulars No.of respondents % of respondents

20-30 4 13%

30-40 3 11%

40-50 15 50%

50-60 4 13%

Above 60 4 13%

Source: Primary data

Chart 4.1

INFERENCE

The above table infers that 13% of respondents belong to 20-30 age group, 11%

respondents belong to 30-40 age group, 50% of respondents belong to 4050 age group, 50-60

age group and above 60 age group of respondents were 13%. So most of the respondents

were 40-50 age group.

0

2

4

6

8

10

12

14

16

20-30 30-40 40-50 50-60 Above 60

43

15

4 4

13%

11%

50%

13% 13%

Options


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SEX

Table 4.2


Male 27 70%Female 3 10%


Chart 4.2

INFERENCE

The above table infers that 70% of respondents were male and 30% of respondents

were female. So, most of the respondents are male.

0

5

10

15

20

25

30

Male Female

70 %

30%

Options


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MARITAL STATUS

Table 4.3


Married 23 77%

Unmarried 7 23%


Chart 4.3

INFERENCE

The above table infers that 77% of respondents were married and 23% of respondents

were unmarried. So, most of the respondents were married.

0

5

10

15

20

25

Married Unmarried

77%

23%

Options


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INCOME LEVEL

Table 4.4


Below 50,000 4 14%

Above

1,00,000

19 63%

Above

50,00,000

72 23%


Chart 4.4

INFERENCE

The above table infers that 14% of respondents were getting below 50,000 income,

63% of respondents were getting above 1, 00,000 and 23% of respondents were getting above

50, 00,000 income. So most of the respondents were getting their income has above 1,

00,000.

14%

63%

23%

No.of respondents


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QUALIFICATION

Table 4.5


School level 3 10%

U.G 8 27%

P.G 7 23%

Professionals 12 40%

None 0 0


Chart 4.5

INFERENCE

The above table infers that 10% of respondents were only in school level, 27% of

respondents were in U.G, 23% of respondents were in P.G, 40% of respondents were

professionals. So, most of the respondents were professionals.

0

2

4

6

8

10

12

14

3

87

12

0

10%

27% 23%

40%

0

Options


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TYPE OF ADVERTISEMENT

Table 4.6


Personal 12 40%

Commercial 11 37%

Social &

awareness

7 23%


Chart 4.6

INFERENCE

The above table infers that 40% of respondents were give personal ads, 37% of

respondents were give commercial ads and 23% of respondents were give social awareness

ads. So most of the respondents were give personal ads.

0

2

4

6

8

10

12

14

1211

7

40% 37%

23%

Options


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AWARENESS ABOUT CHANNEL

Table 4.7


Friends 5 17%

Family 4 13%

Neighbours 7 23%

Others 11 37%

None 3 10%


Chart 4.7

INFERENCE

The above table infers that 17% of respondents were know this channel with the help of

their friends, 13% of respondents opinion is family, 23% of respondents opinion is

neighbours, 37% of respondents others opinion is to know this channel. So, most of the

respondents getting awareness this channel based on others opinion.

0

2

4

6

8

10

12

1 2 3 4 5 6

54

7

11

3

17%

13%

23%

37%

10%

Options


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43

ADVERTISER LIKES TOWARDS AJK CHANNEL

Table 4.8


Strongly agree 8 27%

Agree 13 43%

Neutral 5 17%

Disagree 3 10%

Strongly

disagree

1 3%


Chart 4.8

INFERENCE

The above table infers that 27% of respondents were strongly agree due to likes this

channel, 43% of respondents were agree, 17% of respondents were neutral state, 10% of

respondents were disagree and 3% of respondents were strongly disagree. So, most of therespondents were in agree state because they likes this channel very much.

0

2

4

6

8

10

12

14

Stronglyagree

Agree Neutral Disagree Stronglydisagree

8

13

5

3

1

27%

43%

17%

10%

3%

Options


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44

AJK TV CHANNEL COVERS MORE AREA

Table 4.9



Agree 13 43%

Neutral 5 17%

Disagree 2 7%

Strongly

disagree

3 10%


Chart 4.9

INFERENCE

The above table infers that 23% of respondents are strongly agree that the channel

covers more area, 43% of respondents were agree, 17% of respondents were neutral state, 7%

of respondents were disagree and 10% of respondents were strongly disagree. So, most of

their respondents are agree that the channel was covers more area in pudhucherry.

0

2

4

6

8

10

12

14

Stronglyagree

Agree Neutral Disagree Stronglydisagree

7

13

5

23

23%

43%

17%

7%

10%

Options


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45

COMMERCIAL ADVERTISEMENT AFFECT PEOPLES THROUGH AJK

CHANNEL

Table 4.10


Recall 3 10%

Positive

impression

11 37%

Interest 6 20%

Desire to

purchase/explore

5 17%

Standard of

living

5 17%


Chart 4.10

INFERENCE

The above table infers that 10of respondents were recall when saw the commercial ad

through channel, 37% of respondents were positive impression, 20% of respondents were

interest, 17% of respondents were both desire to purchase and standard of living. So, most of

the respondents were getting positive impression after saw the ad.

0

2

4

6

8

10

12

3

11

65 5

10%

37%

20%17%

17%

Options


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PURCHASING BEHAVIOUR OF PEOPLE AFTER ADVERTISEMENT

Table 4.11


Very likely 9 30%

Somewhat

likely

11 37%

Undecided 3 10%

Not very likely 4 13%

Not at all

likely

5 17%


Chart 4.11

INFERENCE

The above table infers that 30% of respondents were very likely their purchasing

behaviour was increased after advertisement, 37% of respondents were somewhat likely state,

10% of respondents undecided to purchase, 13% and 17% of respondents were not likely to

purchase after advertisement. So, most of the respondents were very likely to purchase after

advertisement.

0

2

4

6

8

10

12

Very l ikely Somewhat

likely

Undecided Not very

likely

Not at all

likely

911

34

5

30%

37%

10%13%

17%

Options


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47

DECIDING BETWEEN THIS CHANNEL AND COMPETING CHANNEL

Table 4.12


Very much 8 27%

Somewhat 13 43%

Undecided 5 17%

Very little 3 10%

Not at all 1 3%


Chart 4.12

INFERENCE

The above table infers that 27% of respondents were very much decided to chosen this

channel, 43% of respondents somewhat decided, 17% of respondents were undecided, 10%

of respondents were very little bit decision to chose this channel, 3% of respondents were not

likely state. So, most of the respondents were somewhat decided to chosen this channel.

INCREASE OF BUSINESS GROWTH DUE TO ADVERTISEMENT

0

2

4

6

8

10

12

14

8

13

5

3

1

27%

43%

17%

10%

3%

Options


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Table 4.13



Agree 8 27%Neutral 5 17%

Disagree 3 10%

Strongly

disagree

1 3%


Chart 4.13

INFERENCE

The above table infers that 43% of respondents were strongly agree that their business

growth was increased, 27% of respondents were agree, 17% of respondents were neutral

state, 10% of respondents were disagree and 3% of respondents were strongly disagree. So,

most of the respondents were strongly agree that their business growth was high due to

advertisement.

CHANNEL IS COST EFFECTIVE

0

2

4

6

8

10

12

14

Strongly

agree

Agree Neutral Disagree Strongly

disagree

13

8

5

3

1

43%

27%

17%

10%

3%

Options


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Table 4.14




Disagree 3 10%

Strongly

disagree

1 3%


Chart 4.14

INFERENCE

The above table infers that 43% of respondents were strongly agree that the channel is

least cost, 27% of respondents were agree, 17% of respondents were neutral state, 10% of

respondents were disagree, 3% of respondents were strongly disagree. So, most of the

respondents were strongly agree that the channel is least cost effective.

PROVIDING OFFERS

0

2

4

6

8

10

12

14

Strongly

agree


disagree

13

8

5

3

1

43%

27%

17%

10%

3%

Options


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50

Table 4.15




Disagree 5 17%

Strongly

disagree

3 10%


Chart 4.15

INFERENCE

Form the table it is infers that 37% of respondents were strongly agree that the ajk tv

channel provides offers for their ad, 20% of respondents were agree, 17% of respondents

were in neutral state, 17% of respondents were disagree and 10% of respondents were

strongly disagree. So, most of the respondents were strongly agree that the ajk tv channel was

provided offers for their ad.CLEARLY AND EFFECTIVELY

0

2

4

6

8

10

12

Strongly

agree


disagree

11

65 5

3

37%

20%17% 17%

10%

Options


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Table 4.16




Disagree 2 7%

Strongly

disagree

3 10%


Chart 4.16

INFERENCE

From the above table it is infers that43% of respondents was strongly agree that the ajk tv

channel were clear and effective, 23% of respondents were agree, 17% of respondents were

in neutral state, 7% of respondents were disagree and 10% of respondents were strongly

disagree. So, most of the respondents were strongly agree that the channel is very clear and

effective for telecasting the ad.

REFLECTIONS TOWARDS AD

0

2

4

6

8

10

12

14

Strongly

agree


disagree

13

7

5

23

43%

23%

17%

7%

10%

Options


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Table 4.17


Dependable 9 30%

Honest 8 27%Reliable 4 13%

Sincere 5 17%

Trustworthy 4 13%


Chart 4.17

INFERENCE

Form the above table it is infers that 30% of respondents opinion reflection of ad was

dependable, 27% of respondents were honest, 13% of respondents was reliable, 17% of

respondents was sincere and 13% of respondents was trustworthy. So, most of ther

respondents reflection was dependable in nature

AJK TV CHANNEL IS EXPERTISE

0

1

2

3

4

5

6

7

8

9

10

Dependable Honest Reliable Sincere Trustworthy

98

4

5

4

30%

27%

13%

17%

13%

Options


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Table 4.18


Well

experienced

12 40%

Experienced 10 33%

Inexperienced 8 27%


Chart 4.18

INFERENCE

From the above it is infers that 40% of respondents opinion is ajk channel was well

experienced, 33% of respondents opinion was experienced, 27% of respondents was

inexperienced. So, most of the respondents opinion was that the ajk channel is well

experienced for telecast their ad.

MORE PUBLICITY OF AJK

0

2

4

6

8

10

12

14

Well experienced Experienced Inexperienced

12

10

8

40%

33%27%

Options


54/66


55/66


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INTERACTION AJK TV CHANNEL EMPLOYEES

Table 4.21


More friendly 10 33%

Good

relationship

14 47%

Bad

relationship

6 20%


Chart 4.21

INFERENCE

The above table infers that 33% of respondents were that the interaction was friendlier,

47% of respondents opinion is good relationship, and 20% of respondents were that the

interaction was bad relationship. So, most of the respondents opinion is ajk tv channel

employees having more friendly nature towards the advertisers.

0

2

4

6

8

10

12

14

16

More friendly Good relationship Bad relationship

10

14

6

33%

47%

20%

No.of respondents


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GETTING BENEFITS

Table 4.22


Offer 11 37%

Discounts 7 23%

Sometime free

advertise

4 13%

No benefits 4 13%

None 4 13%


Chart 4.22

INFERENCE

From the above it is infers that 37% of respondents getting offer for their ad, 23% of

respondents getting discounts, 13% of respondents getting sometime free offer, sometime

they are get any benefits. So, most of the respondents getting offer for their ad.

0

2

4

6

8

10

12

Offer Discounts Sometime

free

advertise

No benefits None

11

7

4 4 4

37%

23%

13% 13%

13%

No.of respondents


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RESPONSE AFTER ADVERTISEMENT

Table 4.23


Excellent 13 43%

Very good 8 27%

Good 5 17%

Marginal 3 10%

No response 1 3%


Chart 4.23

INFERENCE

The above table it is infers that 43% of respondents response was good after saw ad,

27% of respondents was very good, 17% respondents was good, 10% of respondents was

marginal state, 3% of respondents opinion is no response when people after saw ad. So most

of the respondents response was excellent..

0

2

4

6

8

10

12

14

Excellent Very good Good Marginal No response

13

8

5

3

1

43%

27%

17%

10%

3%

No.of respondents


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ANALYSIS USING WEIGHTED AVERAGE METHOD

BASED ON COST EFFECTIVE AND OFFERS

Table 4.24

Options Strongly

agree Agree Neutral Disagree

Strongly

Disagree

Cost

effective

13 8 5 3 1

Provide

offers

11 6 5 5 3

Source: primary data

point

weightage 5 4 3 2 1

Factors

Strongly

agree Agree Neutral Disagree

Strongly

Disagree Total Avg Rank

Cost

effective 13 8 5 3 1 119 1.19 1

Provide

offers 11 6 5 5 3 110 1.10 2


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INTERPRETATION:

The above table infers that the advertisers gives more weight age

First to the Cost of effective. Second to the Provide offers.

This shows that the Advertisers are highly cost effective, so it leads to provide offers

enrichment towards the cost effective.


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ANALYSIS USING CORRELATION ANALYSIS:

BASED ON AJK TV CHANNELS COVERS MORE AREA AND MORE

POPULARITY

Table No.25

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

More popularity *

Covers more area30 100.0% 0 0.0% 30 100.0%

More popularity * covers more area Cross tabulation

Count

Covers more area Total

Strongly

agree

Agree neutral Disagree Strongly

disagree

More

popularity

Strongly agree 7 1 0 0 0 8

Agree 8 4 1 0 0 13

Neutral 0 0 4 1 0 5

Disagree 0 0 0 1 2 3

Strongly

disagree0 0 0 0 1 1

Total 15 5 5 2 3 30


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Symmetric Measures

Value Asymp. Std.

Errora

Approx.

Tb

Approx.

Sig.

Interval byInterval

Pearson's R .883 .037 9.953 .000c

Ordinal by

Ordinal

Spearman

Correlation.804 .083 7.157 .000c

N of Valid Cases 30

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

INTERPRETATION:

The value obtained is in positive. From the correlation analysis it is inferred that, the

advertisers have the positive feedback on when the channel covers more area and popularity.


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CHAPTER V

5.1 FINDINGS OF THE STUDY

Based on the survey most of the respondents age is 40-50 and their percentage is(50.13)

Most of the respondents are male (70%). From the above table infers that most of the respondents are married (77%). When the majority of the respondents are a professional(40%), and U.G & P.G 9s

(27%) & (23%).

Based on the respondents mostly respondents are giving commercial as well as thepersonal advertisement towards this channel.

From the survey majority of the respondents are knowing about this channel isbased on their family (17%), friends (13%), neighbours (23%) and others (37%).

Based on the survey that the respondents likes this channel is agreed and alsostrongly agree.

When the survey that the channel covers more area most of the respondents areagreed but some respondents are disagree because respondents opinion is this

channel does not cover all areas. When the survey that the commercial advertisement affects people through ajk tv

channel 10% of respondents are recall for seeing the ad, 37% of respondents are

having positive impression, 20% of respondents are interest to see the ad.

From the survey based on the advertisement how likely people to purchase theproduct in future, most of the respondents are somewhat likely.

Based on the survey deciding between this channel and competing channel howmuch ad influence to buy the product, 43% of respondents are somewhat to

purchase, 27% of respondents are very much to purchase.

From the survey does the business growth is increased due to advertise in thischannel most of the respondents are strongly agreed and their percentage is 43%,

27% of respondents are agreed, 10% of respondents are disagree because channel

does not covers all areas so people does not aware about the products.

When the survey the ajk tv channel give any offer, 37% of respondents are stronglyagreed, 20% of respondents are agreed.


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Based on the survey reflection of advertiser feeling towards ajk tv channel, mostof the respondents are dependable their percentage is 30%, 27% of respondents are

honest, 13% of respondents are reliable and trustworthy.

As per the survey, the channel is experience to advertise the ad 40% ofrespondents are well experienced, 33% of respondents are experienced and 27% of

respondents are inexperienced

The above table infers that believe of advertiser towards ajk tv channel is morepublicity, 43% of respondents are agreed, 27% of respondents are strongly agreed

and 10% of respondents are disagreed.

The table infers that why advertiser choose ajk tv channel most of the respondentsare giving their opinion is its is more publicity (47%), reaching customers 40%,

Low cost (13%).

The table infers that the ajk tv channel employees how interaction with you, mostof the respondents good relationship (47%), more friendly 33%, 20 % of

advertisers perception

Documents

Transcript of advertisers perception