Effective Advertisment Media
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Transcript of Effective Advertisment Media
Chapter: 1
EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY
Advertising, generally speaking, is the promotion of goods, services,
companies and ideas, usually performed by an identified sponsor. Marketers
see advertising as part of an overall promotional strategy. Other components of
the promotional mix include publicity, public relations, personal selling, and
sales promotion.
Advertising involves the process where in a massage is designed so as to
promote a product, a thought, an idea or even a service. The concept of
advertising has assumed a dynamic form with the use of the various mediums
of communication. From the newspaper, magazines, posters, neon and
fluorescent signboards, billboards to the commercial on TV, laser shows to
inflated high-rise figures and objects, advertising has come a long way. The
work is formidable as it spearheads a process intended to attract, modify,
change and influences public opinion.
From the local business to multinational firm and all need to advertise.
While politicians, social organizations, government special groups need to
advertise their motto, national airlines, auto mobile manufactures, food and
consumer goods manufacturers have to reach the consumer. Specialist products
and services are often advertised through trade magazines and exhibitions.
Lately mail-shots, handbill circulation, special offers have become very
popular. There are still other ways of advertising. There are window displays,
display on telephone directories, transit sign on buses, lamp posters, banners,
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etc. Advertising through the electronic media has been perhaps the most
popular medium.
Advertising, as an effective medium, uses a variety of techniques to
create effective advertisements. A basic appeal is at the heart of advertising.
Slogans and product characters are created to catch the attention of the
viewers. Most winning advertisements would encompass factual information
with emotional appeal. The advertising industry has three major sectors.
Business or organization which wishes to advertise,
Media which provides the medium for advertising and
Ad-agency which creates the ad to suit the need of the firm.
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Chapter: 2
INTRODUCTION
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INTRODUCTION
Advertising
Advertising is the promotion of a company’s products and services
carried out primarily to drive sales of the products and services but also
to build a brand identity and communicate changes or new product
/services to the customers. Advertising has become an essential element
of the corporate world and hence the companies allot a considerable
amount of revenues as their advertising budget. There are several
reasons for advertising some of which are as follows:
Increasing the sales of the product/service
Creating and maintaining a brand identity or brand image.
Communicating a change in the existing product line.
Introduction of a new product or service.
Increasing the buzz-value of the brand or the company.
Thus, several reasons for advertising and similarly there exist various media
which can be effectively used for advertising. Based on these criteria there can
be several branches of advertising. Mentioned below are the various categories
or types of advertising:
Print Advertising – Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising
products via newspapers or magazines is a common practice. In addition to
this, the print media also offers options like promotional brochures and fliers
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for advertising purposes. Often the newspapers and the magazines sell the
advertising space according to the area occupied by the advertisement, the
position of the advertisement (front page/middle page), as well as the
readership of the publications. For instance an advertisement in a relatively
new and less popular newspaper would cost far less than placing an
advertisement in a popular newspaper with a high readership. The price of
print ads also depend on the supplement in which they appear, for example an
advertisement in the glossy supplement costs way higher than that in the
newspaper supplement which uses a mediocre quality paper
Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
Outdoor advertising is also a very popular form of advertising, which makes
use of several tools and techniques to attract the customers outdoors. The most
common examples of outdoor advertising are billboards, kiosks, and also
several events and tradeshows organized by the company. The billboard
advertising is very popular however has to be really terse and catchy in order
to grab the attention of the passers by. The kiosks not only provide an easy
outlet for the company products but also make for an effective advertising tool
to promote the company’s products. Organizing several events or sponsoring
them makes for an excellent advertising opportunity. The company can
organize trade fairs, or even exhibitions for advertising their products. If not
this, the company can organize several events that are closely associated with
their field. For instance a company that manufactures sports utilities can
sponsor a sports tournament to advertise its products.
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Broadcast advertising – Television, Radio and the Internet
Broadcast advertising is a very popular advertising medium that constitutes of
several branches like television, radio or the Internet. Television
advertisements have been very popular ever since they have been introduced.
The cost of television advertising often depends on the duration of the
advertisement, the time of broadcast (prime time/peak time), and of course the
popularity of the television channel on which the advertisement is going to be
broadcasted. The radio might have lost its charm owing to the new age media
however the radio remains to be the choice of small-scale advertisers. The
radio jingles have been very popular advertising media and have a large impact
on the audience, which is evident in the fact that many people still remember
and enjoy the popular radio jingles.
Covert Advertising – Advertising in Movies
Covert advertising is a unique kind of advertising in which a product or a
particular brand is incorporated in some entertainment and media channels like
movies, television shows or even sports. There is no commercial in the
entertainment but the brand or the product is subtly( or sometimes evidently)
showcased in the entertainment show. Some of the famous examples for this
sort of advertising have to be the appearance of brand Nokia which is displayed
on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillac
cars in the movie Matrix Reloaded.
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Surrogate Advertising – Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a
particular product is banned by law. Advertisement for products like cigarettes
or alcohol which are injurious to heath are prohibited by law in several
countries and hence these companies have to come up with several other
products that might have the same brand name and indirectly remind people of
the cigarettes or beer bottles of the same brand. Common examples include
Fosters and Kingfisher beer brands, which are often seen to promote their
brand with the help of surrogate advertising.
Public Service Advertising – Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an
effective communication medium to convey socially relevant messaged about
important matters and social welfare causes like AIDS, energy conservation,
political integrity, deforestation, illiteracy, poverty and so on. David Oglivy
who is considered to be one of the pioneers of advertising and marketing
concepts had reportedly encouraged the use of advertising field for a social
cause. Oglivy once said, "Advertising justifies its existence when used in the
public interest - it is much too powerful a tool to use solely for commercial
purposes.". Today public service advertising has been increasingly used in a
non-commercial fashion in several countries across the world in order to
promote various social causes. In USA, the radio and television stations are
granted on the basis of a fixed amount of Public service advertisements aired
by the channel.
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Celebrity Advertising
Although the audience is getting smarter and smarter and the modern day
consumer getting immune to the exaggerated claims made in a majority of
advertisements, there exist a section of advertisers that still bank upon
celebrities and their popularity for advertising their products. Using celebrities
for advertising involves signing up celebrities for advertising campaigns,
which consist of all sorts of advertising including, television ads or even print
advertisements.
personal selling
Introduction
Personal selling can be defined as follows:
Personal selling is oral communication with potential buyers of a product with
the intention of making a sale. The personal selling may focus initially on
developing a relationship with the potential buyer, but will always ultimately
end with an attempt to "close the sale"
Personal selling is one of the oldest forms of promotion.
It involves the use of a sales force to support a push strategy (encouraging
intermediaries to buy the product)
or a pull strategy (where the role of the sales force may be limited to
supporting retailers and providing after-sales service).
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What are the main roles of the sales force?
Kotler describes six main activities of a sales force:
(1) Prospecting - trying to find new customers
(2) Communicating - with existing and potential customers about the product
range
(3) Selling - contact with the customer, answering questions and trying to close
the sale
(4) Servicing - providing support and service to the customer in the period up
to delivery and also post-sale
(5) Information gathering - obtaining information about the market to
feedback into the marketing planning process
(6) Allocating - in times of product shortage, the sales force may have the
power to decide how available stocks are allocated
What are the advantages of using personal selling as a means of
promotion?
• Personal selling is a face-to-face activity; customers therefore obtain a
relatively high degree of personal attention
• The sales message can be customised to meet the needs of the customer
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• The two-way nature of the sales process allows the sales team to respond
directly and promptly to customer questions and concerns
• Personal selling is a good way of getting across large amounts of technical or
other complex product information
• The face-to-face sales meeting gives the sales force chance to demonstrate
the product
• Frequent meetings between sales force and customer provide an opportunity
to build good long-term relationships
Given that there are many advantages to personal selling, why do more
businesses not maintain a direct sales force?
Main disadvantages of using personal selling
The main disadvantage of personal selling is the cost of employing a sales
force. Sales people are expensive. In addition to the basic pay package, a
business needs to provide incentives to achieve sales (typically this is based on
commission and/or bonus arrangements) and the equipment to make sales calls
(car, travel and subsistence costs, mobile phone etc).
In addition, a sales person can only call on one customer at a time. This is not a
cost-effective way of reaching a large audience.
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Chapter: 3
Literature Survey
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Impact of technology on advertising
In the mid 1980s, the arrival of desktop publishing and the introduction
of software applications introduced a generation of designers to computer
image manipulation and 3D image creation that had previously been
unachievable. Computer graphic design enabled designers to instantly see the
effects of layout or typography changes without using any ink in the process.
Computers are now considered to be an indispensable tool used in the
advertising and graphic design industry. Computers and software applications
are generally seen, by creative professionals, as more effective production
tools than the traditional methods.
Computers may or may not enhance the creative process of graphic
design, depending on which process best stimulates the creativity of the
designer. Rapid production from the computer allows many designers to
explore multiple ideas quickly with more detail than what could be achieved
by traditional hand-rendering or paste-up on paper, moving the designer
through the creative process more quickly. New ideas may come in the form of
exploring software features that would not have been considered without the
software. However, some professional designers may explore ideas on paper to
avoid creating within the limits of the computer configuration, enabling them
to think outside the box; the box being the computer. Some creative graphic
design ideas are initiated and developed to near completion in the mind, before
either traditional methods or the computer is used.
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A graphic designer may also use sketches to explore multiple or
complex ideas quickly without the potential distractions of technical
difficulties from software malfunctions or software learning. Hand rendered
comps may be used to get approval of a graphic design idea before investing
what would be too much time to produce on a computer if rejected.
Thumbnail sketches or rough drafts on paper may then be used to rapidly
refine and produce the idea on the computer in a hybrid process. The
traditional-design/computer-production hybrid process may be used for freeing
ones creativity in page layout or image development as well. Traditional
graphic designers may employ computer-savvy production artists to produce
their ideas from sketches, without needing to learn the computer skills
themselves.
The use of computers in design is sometimes referred to as CAD
(computer aided design), the same abbreviation of computer aided drafting and
a homophone of the acronym Computer Aided Design & Drafting (CADD)
which is the use of computers in engineering designs for mechanical products
and associated with computer aided production of these products known as
CAM (Computer Aided Manufacturing). This makes no distinction between
graphic design and technical drawing. Due to this common misunderstanding,
CAD is rarely used to describe computer use in graphic design. The more
common term used to describe computer use in graphic design is DTP (desktop
publishing). However, DTP is often oversimplified to the narrower scope of
graphic design known as page layout and publishing technology.
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Effect of Advertisement on Consumers
METHODS OF MEASURING ADVERTISING EFFECTIVENESS
Advertising is aimed at improving the sales volume of a concern so its
effectiveness can be evaluated by its impact on sales. Most of the managers
believe that the advertisement directly affects the sales volume and hence they
evaluate the effectiveness of the advertising campaign by the increase in the
sales volume.
There may be two types measures
(i) Direct measures: and
(ii) Indirect measures:-
(1) Direct Measures of Advertising Effectiveness
Under direct measures, a relationship between advertising and sales is
established. A comparison of sales of two periods or two periods or two
markets may be done and the corresponding changes may be noted. The
following are some of the methods that are generally used in measuring that
advertising effects.
(a) Historical Sales Method
Some insights into the effectiveness of past advertising may be obtained
by measuring the relationship between the advertising expenditure and the total
sales of the product. A multiple regression analysis of advertising expenditure
and sales over several time periods may be calculated. It would show how the
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changes in advertising expenditure have corresponding changes in sales
volume. This technique estimates the contribution that advertising has made to
explaining in a co relational manner rather than a casual sales, the variation in
sales over the time periods covered in the study
(b) Experimental Control
The other measure of advertising effectiveness is the method of
experimental control where a casual relationship between advertising and sales
is established. This method is quite expensive when related to other advertising
effectiveness measures yet it is possible to isolate advertising contribution to
sales. Moreover this can be done as a pre-test to aid advertising in choosing
between alternative creative designs. Media schedules expenditure levels or
some combination of these advertising decision areas. One experimental
approach to measuring the sales effectiveness of advertising is test marketing.
(i) Before-after with Control Group Design
This classic design uses several test and control cities in this design two
types of cities are selected. Cities in which advertising campaigns are affected
may be named as test cities and other cities may be called central cities. First
of all, the normal sales level is calculated for both type of cities prior to
advertising campaign, and then the advertising campaign is presented to the
test cities and not the central cities. The effect of advertising campaign, can
then, be measured by subtracting the amount of post campaign figure of sale
from the pre campaign sale figures in test cities
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(ii) Multivariable Experimental Designs
While the experimental design discussed above yields a reasonably
accurate estimate of the effects of the advertising on sales, it is not successful
in explaining the success or failure of the campaign itself. Multivariable
designs Produce these explanations and are, therefore used by some very large
firm because of their diagnostic value.The power of this multivariable factorial
design is explained by G.H.Brown, former Fords Director of Marketing
Research. For any single medium, eight possible geographic areas have been
exposed and eight have not been exposed. Thus, in this experimental model it
is possible to evaluate how each individual medium behaves alone and in all
possible to evaluate how each individual medium behaves alone and in all
possible combinations with other media.
(2) Indirect Measures
As it is very difficult to measure the direct effect of advertising on
company’s profits or sales, most firms rely heavily on indirect measures. These
measures do not evaluate the effects of advertisements directing on sales or
profits but all other factors such as customer awareness or attitude or customer
recall of advertising message affect the sales or profits or goals of the business
indirectly. Despite the uncertainties about the relationship between the
intermediate effects of advertising and the ultimate results, there is no other
alternative but to use indirect measures. The most commonly used measures
are –
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(a) Exposure to Advertisement
In order to be effective, the advertisement must gain exposure. The
management is concerned about the number of target audiences who see or
hear the organization message set in the advertisement. Without exposure,
advertisement is bound to failure. Marketers or advertisers may obtain an idea
of exposure generated by the medium by examining its circulation or audience
data which reveal the number of copies of the magazine, newspaper or journal
sold the number of persons passing the billboards or riding in transit facilities,
or the number of persons living in the televiewing or radio listening area, and
the number of persons switching on their T.V. and radio sets at various points
of time. This number can be estimated by interviewing the numbers of the
audience for different media.
(b) Attention or Recall of Advertising Message Content
This is one of the widely used measures of advertising results. Under
this measure, a recall of the message content among a specified group or
groups or prospective customers is measured within 24 hours of the exposure
of the advertisement.
Attention value is the chief quality of the advertising copy the
advertisements cannot be said to be effective unless they attract the attention of
the target consumers. There are two methods for evaluating the attention
getting value of the advertisements. One is pre-test and the other is post-test. In
a pre-test evaluation, the consumers are asked to indicate the extent to which
they recognise or recall the advertisement, they have already seen. This test is
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conducted in the laboratory setting. Here consumers read, hear or listen to the
advertisement and then researchers ask question regarding the advertisement
just to test the recall and then evaluate it. In post-test method, the consumers
are asked questions about the indication of recognition or recall after the
advertisement has been run. These measures assume that customers can recall
or recognize what they have viewed or listened to. Various mechanical devices
are being used in the western countries which provide indices of attention such
as eye-camera etc.
(iii) Brand Awareness
The marketers who rely heavily on advertising often appraise its
effectiveness by measuring the customer’s awareness about the particular
product or brand. The assumption of this type of measure is that there is a
direct relationship between the advertisements and the awareness. This type of
measure is also subject to the same criticisms as is applicable to direct
measures of effectiveness (sales measures because awareness is also not the
direct result of the advertisements. It is also affected by many other factors.
But, for new products, changes in awareness can often be attributed to the
influence of advertising.
(iv) Comprehension
Consumers generally use advertisements as a means of obtaining
information about the product, brand or the manufacturer. They cannot be
informed unless they comprehend the message (grasp the message mentally
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and understand it fully). Various tests for valuating comprehension are
available –
One is recall tests – an indicator of comprehension because it is evident
that consumers recall what they comprehend. Another measure of the variable
is to ask questions about subjects how much they have comprehended a
message they have recently heard or seen. One may employ somewhat
imprecise test of the comprehension of a newspaper and radio advertisement.
One may ask typical target consumers from time to time such questions like
‘what did you think of our new commercial?’ and ‘Did it get the message
across’? The answers of these questions will provide sufficient insight into
advertising decision making.
(v) Attitude Change
Since advertising is considered to be one way of influencing the state of
the mind of the audience towards a product, service or organisation, the results
are very often measured in terms of attitudes among groups exposed to
advertising communication. Several measures are used ranging from asking the
questions about willingness to buy the likelihood of buying to the measurement
of the extent to which specific attributes (such as modern or new) are
associated with a product.
(vi) Action
One objective of advertisement may be assumed to be to stimulate action
or behavior. The action or intention to take an action may be measured on the
intention to buy measuring instrument. Under this type of measure, consumers
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are asked to respond why they are interested in purchasing the product or
brand. One type of action that advertisers attempt to induce is buying behavior.
The assumption is that if an increase in sales follows a decrease in advertising
expenditure, the change in sales levels are good indicators of the effectiveness
of advertising. Logic suggests that measurement of sales is preferable to other
measurements.
Thus, these above measures (direct or indirect) are used to evaluate the
effectiveness of advertisements. It seems from the analysis of the above
methods of measuring effectiveness that directly or indirectly changes in sales
or profits are taken as the measuring rod of the effectiveness of the advertising.
COMMUNICATION EFFECTS OF ADVERTISEMENT
The management should attempt to evaluate the effectiveness of the
advertising campaign if the firm’s advertising goals are to be achieved and the
ad effectiveness is to be increased. By regular evaluation of the effectiveness,
the short comings and the plus points would be revealed and the management
would be able to improve the campaign by negating the shortcomings and
retaining the favorable point. For this purpose, it is very necessary to know
how advertising affects the buyer’s behaviors. But this is very difficult task
because measurements are imperfect and imprecise.
The effectiveness of advertising can be measured by the extent, it to
which it achieves the objectives set for it. If it succeeds in attaining the
objectives. Advertising can be said to be effective otherwise it will be a waste
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of money and time. In this sense, advertising can be recognized as a business
activity like other activities.
In a very real sense the integrity of promotional activities rests on how
well those activities work. An advertising budget that is spent on some poorly
defined task or on undefined tasks may be regarded as an economic waste as
compared to that spent to achieve the well defined objectives for which the
results can be measured. Any social institution upon which a significant
portion of our total productive efforts is expanded should be able to point to its
specific accomplishment. Indeed, it is a source of discomfort that specific
results of advertising activities have not always been subject to precise
measurement. Both practitioners and critics feel that promotional activities
should only be accepted as socio – economic – institution with full right and
privileges “when the means
exist to prove that advertising super are productive rupees’ It is undoubtedly a
source of embarrassment that we cannot exactly measure the effectiveness of
advertising in definitive terms.
The exact result of advertisement expenditure is very difficult to predict
because.-
(a) The reaction of consumer – buyers to the advertising efforts cannot be
known in advance.
(b) The reaction of competitors in the field cannot be guessed in anticipation
and
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(c) The unexpected events (such as change in social and economic
environment and the government policies etc.) cannot be accurately
anticipated. Such events may influence the results of the advertising efforts. If
we take a hypothetical case of a retailer who contract to spent Rs.5000 on
advertisement with a local newspaper for a special sales even. The
advertisement is seen and the response is much greater than it is anticipated.
What caused the success of sale? They message theme colors etc., of the
advertisement or the low prices quoted during the sale of the superior quality
of the product or absence of competition in the market on the day or the
favorable. Weather conditions or the goodwill of the firm etc. The
overwhelming success of the sale is the joint result of all the above variables
and it is quite impossible to isolate the role of any one variable. It is so because
the cause and effect – relationship cannot be established in advance when a
multitude of variable impinge upon a particular event. It is entirely possible
that a poor advertising support may push up the sale because everything else
falls into its proper place or the reverse may be possible. But it does not mean
that that we cannot measure the effects of particulars advertising effort. The
advertising executives are much concerned about the assessment of the
effectiveness of the advertising efforts. For this purpose, the management
needs answers to such questions as: was the advertising campaign really
successful in attaining the advertising goals? Were our T.V. commercials as
good as those of our competitors? Will the print advertisement, which we have
designed, make consumers aware of our new product? To get answers of these
questions, various tests of effectiveness (Pre- tests and post – tests ) are deeded
to determine whether proposed advertisement should be used, and if they are
not satisfactory how they might be improved, and whether on going campaign
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should be stopped continued or changed. Pre- tests are conducted before
exposing target consumers to the advertisements and post tests after consumers
have been exposed to them.
As indicated earlier, the advertisers are interested in knowing what they
are getting for their advertising rupees, So they test the proposed advertisement
with pre test and measure the actual results with a post test. In the past,
protesting was done by the advertising agencies but now the advertisers have
been taking an increasingly active role in protesting process. Pre test may be
done either before an advertisement has been designed or executed after it is
ready for public distribution or at both points.
During protesting there is often research on three vital questions:-
(i) Do consumers feel that the advertisement communicates something
desirable about the product?
(ii) Does the message have an exclusive appeal that differentiates the product
from that of the competitors?
(iii) Is the advertisement believable?
Although a lot of money is spent on protesting yet the advertisers like to
confirm the results by post testing of their promotional campaigns due to the
following reasons:-
(i) There is a need produce more effective advertising by retaining the good
and removing the bad.
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(ii) The advertising executives can prove to the satisfaction of the management
that a higher advertising budget will benefit the firm.
(iii) There is a need for measuring the results to determine the level of
expenditure that is most promising.
Most research focuses on the communication effect rather than sales
effect because it is a long run process. In the short run, however sales may be
slight and important but in the long run its effects ob brands and companies
may be of great importance. Indirectly it will affect the sales in the long run, by
changing the consumer awareness and attitude. The advertisers are therefore,
concerned with their impact on consumer awareness and attitude.
The communication effect on sales may be presented in the following
figure:-
Communication Effect on Sales
Awareness-Attitude-Trial-Satisfaction-Purchases or repurchase
Awareness builds a favorable or at least a curious attitude towards the
product which leads to experimentation. If consumer is satisfied with the trial
he may decide to purchase the product. There are many critical and unresolved
issues in determining how to test the communication effects of advertising.
Among these are:-
(1) Exposure Conditions – Should advertising be tested under realistic
conditions or under more controlled laboratory conditions?
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(2) Execution – Protesting a finished advertisement as an expensive and time
consuming. Does protesting a preliminary execution produce accurate and
useful data?
(3) Quality Vs. Quantity Data- Quantitative data are the easiest and the almost
precise measurement. But qualitative data collected through interviews may
provide information that short answer questions never can.
Many types of advertising tests are conducted (different methods of pre
tests and post – test are given in question number) In T.V. commercials are
tested by inviting a group of people to the studio to view a program. The
audience is then surveyed about the commercials. Print advertisements are
tested through dummy magazine portfolio tests.
Compunction Effectiveness Vs Sales Effectiveness
It is easier to assess the communication effect of advertising than the
sales effect. Many firms try to measure the effectiveness of advertising in
terms of sales results but this practice is always misleading. Since, the effect is
the result of so many variables, a distinct effect of advertising on sales cannot
be correctly measured, Although there may be some exceptions. For example
direct mail advertising can effectively be measured by the inquiries received.
But in many situations the exact relationship between advertising activity and
sales cannot be established satisfactorily.
We can correctly assume that some sales will occur even though there is
no advertising or little advertising or conversely there will be no increase in
sales after the point of saturation is reached or it may be that sales will show a
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decreasing trend at this point in spite of large amount of expenditure on
advertising is done. It is so because advertising is no the only variable that
effect the sales.
Thus, we may conduct that sales effect of advertising is difficult to
measure because a number of variables affect the quantum of tales and the
contribution of advertisement cannot be measured separately unless all other
variables are presumed to be constant. This situation is quite hypothetical and
almost nonexistent. Added to this is the fact that advertisement itself is made
of a variety of variables such as media, messages, colours, page or time of the
day, locations, the size of the headline and the appeals used. Thus even if the
advertising variable is separated this would still not answer the question about
the effectiveness of the individual components of the advertising campaign. So
advertisers try to measure the communication effect of the advertising.
Suitability
In small business firms where the marketing research resources are
limited advertising managers may decide on less expensive and less relevant
measures. The big business house, which has more access to research, may
decide on the more relevant and expensive measures.
Factors Affecting Advertising
The final external factor in the planning framework concerns
environmental factor social, legal, and global. Law forbids deceptive
advertising. One solution is to create brand advertising that is vague and
contains little specific information. However, such an approach can result not
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only in ineffective advertising; by it can lessen the social value of advertising
by reducing the amount for useful information that it provides to society. Thus,
and advertiser who attempts to provide specific, relevant information must be
well aware of advertising regulation.
Even more difficult consideration for people involved in the advertising
effort is broad social and economic issues. Another concern is that advertising,
especially when it is more irritating than entertaining, is an intrusion into an
already excessively polluted environment. A whole set of rules is emerging to
cover advertising directed at children, and advertising for products such as
alcohol and cigarettes, and the use of environmental and health claims in
advertising.
Thus advertising has a tremendous impact on international marketing
and the two concepts therefore go hand in hand and are dependent on each
other.
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Chapter: 4
Company Profile
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Company Profile
MRIDAZ SOFTECH PVT. LTD.
Perfection Giving Performance
IN OUR BUSINESS WE RACE AGAINST THE CLOCK BECAUSE WE
SELL TIME
Mridaz Softech Private Ltd is a leading IT enabled service Provider Company
situated in Delhi. Our mission is to provide cost-effective web and desktop
services, creative and powerful quality flash banner internet advertisement
solution that target your business market. We develop website according to
your business nature, streamline in-house operations, and develop dynamic
web applications.
About Us
Mridaz Softech Private Ltd is a leading IT enabled service Provider Company
situated in Delhi. Our mission is to provide cost-effective web and desktop
29 | P a g e
services, creative and powerful quality flash banner internet advertisement
solution that target your business market. We develop website according to
your business nature, streamline in-house operations, and develop dynamic
web applications.
Mridaz Softech has a well equipped team of User Experience Consultants. Our
consultants work and develop new ideas by assuming the customer buying
pattern which in result helps our clients in our higher revenues. The four
factors which help Mridaz in providing unique web ideas whether in terms of
well rooted Web Concepts or innovative Web Solutions are the dedication,
motivation, passion and the aim of doing the best. Mridaz Softech is formed
with the inclination and eagerness of providing the best possible Idea suited to
the clients Ideas and turning the dream into reality..
Our Strengths
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Whether you need a simple yet appealing website design or complex multi-tier
e-commerce website or custom software development using latest technologies
and industry trends - MSPL has required experience and expertise to do it all.
We support a full-cycle development process from requirements definition and
specification, architecture design, coding, testing and validation to product
maintenance and support.
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Quality Standard
Quality Assured Service Provider
Having over 4 years of experience in providing internet services and solutions
and having completed various projects in different domains. Quality personnel,
Quality Process and Quality Communications. Each project at MSPL is
monitored for quality at each phase of the development cycle.
We are committed to delivering maximum value to our clients helping them
succeed in a continually changing and demanding biz world. We as company
understand the fact that our success is tied with success of our clients.
Strategy
Our Key Business Principles Are
Understand Clients Needs :-
We carefully study the requirements of each customer to understand the client's
needs and objectives and deliver a reliable solution. We make our clients aware
of all available options and provide them with a competent advice enabling
them to take a well informed business decision.
Partner with Clients :-
We are committed to becoming your long-term, reliable partner. Our priority is
to not only provide you with professional services and solutions but becoming
a company you can depend upon to meet current needs and help you take care
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of your growing business needs in future.
Earn Clients Trust and Confidence :-
Our aim is to earn customer's trust and confidence through personal attention
for their needs and commitment to long-lasting relationship. We will go an
extra mile to deliver you a effective and reliable solution and help you adopt
and succeed in the internet.
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Our Products
MridazAcademia
MridazAcademia is windows based application software for Schools, Colleges
and Institutions. This provides a best and very flexible solution for day to day
exercise in a school.
This software includes 'student admission', 'student record maintainer',
'examination and class scheduler', 'result tabulator and publisher', 'employee
record keeper and HR management', 'accounting and assets' as main modules.
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MridazAarogya
MridazAarogya is windows based application software for hospital, Clinics
and nursing homes. This is very easy to use and interactive software to
automate the entire hospital.
This software includes 'IPD', 'OPD', 'Electronic patient record', 'Pathological
Radiological and other Test Modules', 'Appointments, registration and patient
billing', 'employee record keeper and HR management', 'accounting and assets'
as main modules.
R.B. Memorial Hospital the First and Only Fully Computerized Hospital in
North Bihar is using this Software very successfully.
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MridazAushadh
MridazAushadh is windows based application software for pharmaceuticals
Store. This enables the store keeper to keep records of sales and stocks and
helps him to do other works whichever is required for a pharmaceuticals.
This software includes 'Sales, order and chalan', 'purchase', 'stocks', 'billing and
accountings', as main modules.
MridazAatithya
MridazAatithya is windows based application software for Hotels, Motels, and
Guest House etc. This is very interactive and easy to use software which
provide the peace of mind to the staffs of the hotel for keeping records and
maintain the rooms and guests.
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This software includes 'CheckIN', 'CheckOut', 'Room Service', 'Kitchen', 'Front
Office', 'F & B', 'Sales and Marketing', 'Accounting', 'HR' as main modules.
MridazDistibutor
MridazDistributor is windows based application software for Distributers of
any Type of Product. This enables the store keeper to keep records of sales and
stocks and helps him to do other works whichever is required for a Distributor.
This software includes 'Sales, order and chalan', 'purchase', 'stocks', 'billing and
accountings', as main modules.
Mridaz-E-Post
Mridaz-E-Post is a web based portal to keeping records of the couriers in an
organisation where daily couriers are in bulk amount and the record keeping of
the sent and received couriers become a headache like banks, travel agency,
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Insurance Company. This reduces the time consumed in keeping record of
courier and budgeting of the courier.
ICICI Prudential is using this portal very successfully and they are saving
time and money consumed before for couriers. in this portal the budgeting
and courier record keeps the employee informed that the couriers sent
and received by him is known to admin and he avoid to send the personal
couriers from office
MridazAdhyayan
MridazAdhyayan is windows based application software for Library. This
provides a best and very flexible solution for day to day exercise in a Library.
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This software includes 'Book Record', 'Readers and Members', 'Book
Transaction', 'Newsletters and Journals', 'employee record keeper and HR
management', 'accounting and assets' as main modules.
Mridaz-E-School
Mridaz-E-School is a web based information system for the school. This
enables an information system for school to publish the schedules of class,
Exams, holidays, invents, vacation home works, results and many more to the
web and also provide an electronic data base to keep the reports and records
online..
Portal have modules like administrative module, students and parent module,
accounting module, reporting module, library record keeper, notice board,
teachers and academic module, hr module etc which is very carefully designed
to easy usability for any type of user.
.
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Mridaz Pathology
Mridaz Fund Allocator
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Our Services
Application Development
Mridaz provides full service of Web Design, Application Development and
Software solutions helping all and medium sized businesses to launch and
prosper online. The company provides corporate identity design services,
affordable offshore website design and development, e-commerce web design
and software development along with friendly customer service at best rate.
The software enterprise does what it does best - identify market needs and
generate ideas to develop a new product. Our team is capable of understanding
these ideas and translating them into the world-class products that are ready for
market. We also have the expertise to select the appropriate technology for
building robust products by using well-defined methodologies.
Mridaz's web application development division uses the most appropriate
technology to develop your software so that you have less maintenance work
and excellent business results. Mridaz all build and specialize secure e-
commerce applications. We make custom made applications to suit your needs.
We also extend our e-commerce expertise beyond the business-to consumer
retail model to meet the needs of business-to-business transactions and other
commerce-related applications.
Web Development Services
Mridaz Softech shapes your idea into reality with our professional experts and
innovative methodologies. Being a leading brand in this field, Mridaz offers
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optimum service along with online business service. Our team in the field is
time tested. With its unmatched services in various domains; providing quality
web design solutions in India, Mridaz is all set to lend its services for the
global clients.
Our Services are
Web Designing
Web Development
Domain Registration
Search Engine Optimization
Search Engine Submission
Web Promotion
ASP.NET Hosting
Unix Hosting
E-Commerce Hosting
Windows Hosting
All we know that sole knowledge and rich business understanding along with a
number of methods that go behind the website bringing in reality. Mridaz
Softech with its proven track records and repeat business establishes itself as a
leading Website Design Company in India. We strive to provide the best and
keep the basics simple and crisp.
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Few of Our Work
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Electronics
In the field of electronics we offer these stuffs
The home and office automation and safety installations
The Microcontroller/microprocessor/PLC based industrial automation
system
Computer based system design and development for automation and
safety
Programmable logic controllers
Design and develop customized electronic and electrical equipments and
peripherals
For implementing these to the customer end we have a cadre of well skilled
engineers and technicians. We also provides training to this fields to the
students pursuing their technical degree in India.
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Welcome to Softech Campus
Softech Campus , is the flagship Computer Training program from Mridaz
Softech Pvt. Ltd. a well recognized and service excellence award winner
software company in Delhi and NCR region.
Mridaz is involved in the computer training and education programs since
2002 with the name of Mridaz Education Services. The name of training
program was changed in February 2010 to Softech Campus.
Our courses are very productive accordance to the skilled and trained technical
staffing in many well known software companies. All the courses are designed
as per the requirement that not only the theoretical knowledge is sufficient for
the technical training the real time environmental training is also a main
ingredient to the best trained student who will have a confidence of knowledge
and experience of real world work environment, and will give his best to his
employer and grow with the organization in which he will work with a
advantageous skills developed within him.
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Chapter: 5
RESEARCH METHODLOGY
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RESEARCH METHODLOGY
Objective of Project
“To Study on Effective Media for Advertisement of I.T. Products in North
Bihar ”
Research Design : Descriptive
Data Source : Primary data
: Secondary data
Research Instrument : Questionnaire
Sample design : Simple random design
Sample size : 100
Sample location : North Bihar (Mithila)
Sample element : Students
: Business class
: House hold
: Service class
SAMPLING UNIT
Sampling Unit is the total number of samples differed in different locality.
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Sl. No. Classes No. of Classes
1. Students 25
2. Business class 25
3. Household 25
4. Service class 25
Total 100
Data have been collected through the survey method while surveys have been
conducted in :
i) New Delhi.
ii) Bihar.
The data collected was both from the primary and secondary source. The
primary data was collected through questionnaires and was collected
personally.
The secondary data was collected through books, magazines, company website
and other websites. All the area had segmented according the population of this
area. I have considered 100 as sample size.
LIMITATIONS
Limitations
The marketing researcher has to face certain difficulties while he carries out
the research work. He knows the limitation beforehand, uncontrollable and
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others are controllable. Some important limitations, which are faced by
researchers as follows: -
Sample size restricted to 100 only which was very less according
total population.
The responses given by respondents were not always accurate
because the respondents gave the response according to their
understanding.
Survey is a time consuming process but the time to collect the data
for research was very less.
Sometimes the respondents are not willing to fill the
questionnaire and hence the resultant may not be correct.
Marketing researchers studies the behavior that is rational. Very
often, they do not express their feeling correctly what they think.
In such cases their habitual, practice, preferences cannot be
assessed correctly.
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Chapter: 6
DATA ANALYSIS
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DATA ANALYSIS
1. From where do you get information about the new product?
Answers No. of respondents
Television 42
Newspapers 26
Magazines 11
Internet 6
Peers (Family / Friends) 15
Interpretation:
A large size of population is influenced by Television and Newspapers.
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2. Which form of advertisement do you like more?
Answers No. of respondents
Still image 28
Moving image 72
Interpretation:
People are more affected by advertisement with moving image.
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3. For you advertisement is a source of :
Answers No. of respondents
Information 62
Entertainment 38
Interpretation:
More number of people consider advertisement as a source of
information rather than a source of entertainment.
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4. Does entertaining advertisement affect your opinion about the
product?
Answers No. of respondents
Yes 26
No 74
Interpretation:
Entertaining advertisement does not affect the opinion of customer about
the product
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5. Does information provided in advertisement affects your opinion
about the product?
Answers No. of respondents
Yes 87
No 13
Interpretation:
Information provided in the advertisement affect very much on the opinion of
consumers about the product.
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Does language used in advertisement affects your opinion about the
product?
Answers No. of respondents
Yes 63
No 37
Interpretation:
Language used in the advertisement affects a lot on the opinion of
consumers about the product.
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6. Does presence of any celebrity in the advertisement affects your opinion about the
product?
Answers No. of respondents
Yes 69
No 31
Interpretation:
Presence of any celebrity affects on the opinion of consumers about the
product.
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7. Does intensity of the advertisement affects your opinion about the product?
Answers No. of respondents
Yes 52
No 48
Interpretation:
The effect of intensity is very powerful on the opinion of consumers
about the product.
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8. Does presence of social issues in the advertisement affects your opinion about the
product?
Answers No. of respondents
Yes 59
No 41
Interpretation:
Presence of social issues in advertisements affects very much on the
opinion of consumers about the product.
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9. Do you think advertisement helps in increasing sales of any
product?
Answers No. of respondents
Yes 87
No 13
Interpretation:
Advertisement helps very much in increasing the sales of any product.
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10. Which type of advertisement influences you more?
Answers No. of respondents
National advertisement 76
Local advertisement 24
Interpretation:
National advertisements affect people’s opinion more than the local
advertisements.
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Chapter: 7
RESULTS & FINDINGS
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RESULTS & FINDINGS
Advertisements with moving image are more effective than
advertisement with still image.
Information provided in the advertisement has more influence on
consumer’s perception about the product.
Language used in the advertisement also plays important role in
increasing effectiveness of an advertisement.
Intensity of advertisement affects the perception of consumers towards
the product and leads them for its purchase.
Social issues included in advertisement affects the perception of high
age group people.
National advertisement has more influence on consumer’s perception
about the product instead of local advertisement.
Advertisement increases the sales of any product
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Chapter: 8
CONCLUSION & SUGGESTIONS
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CONCLUSION
In today’s world which is fast moving & dynamic, people’s wants, need
and desires are changing; it’s very important to know them and give them what
they want. This is the main objective of advertising where ad agency plays
major role in market research, making of creative, launching it in the market,
taking the feedback of consumer and making any product famous and
acceptable among consumers. Ad agencies are playing an important role in
shaping present and future of not just selected brand but of entire company.
There is no one -- sure-fire -- best way to advertise your product or
service. It is important to explore the various advertising media and select
those which will most effectively convey your message to your customers in a
cost-efficient manner. Always remember, advertising is an investment in the
future of your business.
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SUGGESTIONS
Advertisement should be made with keeping the determinants of
effectiveness in mind.
Advertisement should be according to the product and its suitability with
different age groups.
To make advertisement more effective all the determinants of
effectiveness should be taken care of.
Investment in advertisement should be made with great care of media of
advertisement and type of advertisement.
Advertisers should develop new and more effective ways of
advertisement.
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REFERENCE
Books
1. Advertising Management – concepts and cases Mahendra Mohan.
2. Marketing Management – Philip Kotler
3. Branding – Geoffrey Randoll
4. Strategic Brand Management – Kapferer
5. Advertising and Sales Promotion Management – S.L.Gupta, V.V.Ratra
6. Advertising and Salesmanship – P.Saravanavel.
Internet
1. www.books.google.com
2. www.adage.com
3. www.paulbeelen.com
4. www.decisionanalyst.com
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QUESTIONNAIRE
Name: ……………………………….................................
Sex: a. Male [ ] b. Female [ ]
Age:
a. Below 20 [ ]
b. 20 to 30 [ ]
c. 30 to 40 [ ]
d. Above 40 [ ]
Occupation:
a. Student [ ]
b. Business class [ ]
c. House hold [ ]
d. Service class [ ]
1. From where do you get information about the new product?
a. Television [ ]
b. Newspapers [ ]
c. Magazines [ ]
d. Internet [ ]
e. Peers (friends/family) [ ]
2. Which form of advertisement do you like more?
a. Still image (Magazines / Newspapers) [ ]
b. Moving image (Television / Internet) [ ]
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3. For you advertisement is a source of
a. Information [ ]
b. Entertainment [ ]
4. Does an entertaining advertisement influences your opinion about the
product?
a. Yes [ ]
b. No [ ]
5. Does information provided in advertisement affects your opinion about
the product?
a. Yes [ ]
b. No [ ]
6. Does language used in advertisement affects your opinion about the
product?
a. Yes [ ]
b. No [ ]
7. Does presence of any celebrity in the advertisement affects your opinion
about the product?
a. Yes [ ]
b. No [ ]
8. Does intensity of the advertisement affects your opinion about the
product?
a. Yes [ ]
b. No [ ]
9. Does presence of social issues in the advertisement affects your opinion
about the product?
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a. Yes [ ]
b. No [ ]
10.Do you think advertisement helps in increasing sales of any product?
a. Yes [ ]
b. No [ ]
11.Which type of advertisement influences you more?
a. National advertisement [ ]
b. Local advertisement [ ]
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