A study on

Media planning, Media buying and Advertising with reference to HY TV,

Hyderabad

In the partial fulfillment of

Post graduate diploma in Management

By:

N.VENKATA NAGARJUNA

(H.T.No: DM-04-024)

Under the guidance of

Mr.KISHORE.G

External Guide

Mr.KRISHNAMOHAN.K

6

AURORA’S BUSINESS SCHOOL

HYDERABAD

(2008-2010)

CERTIFICATE

This is to certify that Mr. N.Venkata Nagarjuna, student of Aurora’s Business School,

Hyderabad, has undergone a four-week summer internship program in our

organization from 10th May 2009 to 10th of June 2009.

As a part of his summer internship Program, he has completed a study on “Media

planning, Media buying and Advertising”. We find Mr.N.Venkata Nagarjuna sincere,

diligent and Hardworking in the tasks assigned to him.

We wish him all the best for his endeavors.

K.Krishnamohan

Marketing Head

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CERTIFICATE

This is to certify that Mr.N. Venkata Nagarjuna is a bonafide student of Aurora’s

Business School, Hyderabad working under my guidance for the Project work. He

has done the summer internship project in HY TV. During the internship period he

has done this piece of research work entitled “Role of Media planning, Media buying

and Advertising in Electronic media (HY TV)”. The said work is the original

contribution of the student.

DIRECTOR SIGNATURE OF THE

SUPERVISOR

Date Date

6

6

DECLARATION

I, VENKATA NAGARJUNA bearing Roll No. DM-04-024 hereby declares that this

Project work is genuine piece of work done by me and it is original. This Project has

not been copied from any other source and has not been submitted for fulfillment of

any other degree/diploma. I have collected the data and analyzed the same.

Name and Address of the Student Signature of the Student

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ACKNOWLEDGEMENT

I express my sincere thanks to Mr. KRISHNAMOHAN. K, Marketing Head, HY TV,

Banjara Hills, Hyderabad. Who guided me throughout my project with constant co-

operation, encouragement and motivation.

I thank to record my gratitude our college Director for his encouragement and

valuable support towards us.

My project guide Mr. KISHORE. G has provided his valuable inputs as and when

required. I thank him for his help and constant support.

I wish to place on record my gratitude to all the persons I have met during the data

collection phase of my Project. Their inputs are indispensable.

Last but not the least I would thanks my friend for sharing the resources required

for successful completion of this project.

N.VENKATA NAGARJUNA

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CONTENTS

TOPIC

Pg .No

1. Company Profile-----------------------------------------------------------------------------------

9

2. Introduction to Media sector--------------------------------------------------------------------

12

2.1. Cable TV industry

overview------------------------------------------------------------------- 13

2.2. Impact on Television

Industry----------------------------------------------------------------- 17

3. Organization structure of HY TV--------------------------------------------------------------

18

4. Advertising----------------------------------------------------------------------------------------

19

4.1 Introduction to Advertising---------------------------------------------------------------------

19

4.2 Objectives of Advertising-----------------------------------------------------------------------

19

4.3 Functions of Advertising------------------------------------------------------------------------

20

4.4 Advertising versus Publicity--------------------------------------------------------------------

21

4.5 Marketing of an Advertisement----------------------------------------------------------------

21

4.6 Key participants in Marketing

process-------------------------------------------------------- 21

5. Consumer Behavior Study-----------------------------------------------------------------------

23

5.1 Factors influencing consumer behavior------------------------------------------------------

24

5.2 Flow chart of Brand Building on TV channel-----------------------------------------------

27

6

6. The Advertising Business-------------------------------------------------------------------------

29

6.1Agency and Client relationship-----------------------------------------------------------------

29

6.2Role of Ad Agency in Advertising-------------------------------------------------------------

29

6.3Organizations in Advertising--------------------------------------------------------------------

30

6.4People in Advertising-----------------------------------------------------------------------------

30

6.5Kinds of Agency Organizations-----------------------------------------------------------------

31

6.6Advertising Departments-------------------------------------------------------------------------

32

6.7Selection of an Advertising

Agency------------------------------------------------------------- 36

6.8Types of Advertising Agencies------------------------------------------------------------------

36

6.9How Ad agencies get clients--------------------------------------------------------------------

40

6.10 Client-Agency relationship--------------------------------------------------------------------

40

6.11Factors affecting Client-Agency

relationship----------------------------------------------- 41

6.12Basic principles of Client-Agency

relationship--------------------------------------------- 41

6.13Departments in Ad agency---------------------------------------------------------------------

42

7. Communication Process---------------------------------------------------------------------------

42

7.1Components of Communication

Process------------------------------------------------------- 43

8. Media Planning--------------------------------------------------------------------------------------

45

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8.1 Introduction about Media Planning-------------------------------------- 45

8.2Media terms------------------------------------------------------------------ 46

8.3Objectives of Media Planning--------------------------------------------- 47

8.4Media planning Strategy--------------------------------------------------- 48

8.5Steps for Effective Media planning-------------------------------------- 49

8.6Media planning process---------------------------------------------------- 52

8.7Media Cost and Media Availability-------------------------------------- 53

8.8Media Scheduling----------------------------------------------------------- 54

9. Government policies in Media sector------------------------------------- 55

10. Media Buying--------------------------------------------------------------- 58

10.1Advertising rate card in HY TV----------------------------------------- 59

11. Research Methodology---------------------------------------------------- 61

11.1Research Methods--------------------------------------------------------- 62

11.2Research Design----------------------------------------------------------- 62

11.3Types of Research design------------------------------------------------ 62

11.4Sampling Techniques----------------------------------------------------- 63

11.5Need for Sampling-------------------------------------------------------- 64

11.6Data collection Method-------------------------------------------------- 66

11.7Selection of Method for Data collection------------------------------ 68

11.8Questionaire--------------------------------------------------------------- 69

11.8.1Questionaire for Ad agency------------------------------------------- 72

11.8.2Questionaire for Clients----------------------------------------------- 74

11.8.3Questionaire for Audience-------------------------------------------- 78

11.9Analysis and Interpretation--------------------------------------------- 79

12. Suggestions---------------------------------------------------------------- 90

13. Conclusion----------------------------------------------------------------- 91

14. Bibliography--------------------------------------------------------------- 92

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DIAGRAMS

1. Cable TV Industry Structure------------------------------------------- 15

2. Market shares------------------------------------------------------------- 15

3. Flow chart on Brand building on TV channels-------------------- 27

4. Channel rating Diagram------------------------------------------------ 50

5. Flexibility of Media Channel------------------------------------------ 52

6. Sales of electronic media in last five years------------------------ 56

TABLES

1. Cable industry Financials----------------------------------------------- 16

2. FDI limit in various sectors--------------------------------------------- 56

3. Future prospects of Media sector------------------------------------- 57

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OBJECTIVE:

To study the relationship among media planning, media buying and

Advertising a specific product in electronic media.

To study how a company can get competitive advantage of the product

through advertising in electronic media.

To understand contemporary media planning issues through discussion of

current events/trends

To gain conceptual knowledge of media forms/types

To understand how advertising is integrated with other promotional tools to

create effective marketing communication plans

To be familiar with resources available for advertising media planning

To apply your skills and knowledge through developing a complete media

plan

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1. ABOUT HY TV, HYDERABAD:

HY TV, launched under the corporate HY MEDIA & ENTERTAINMENT Pvt. Ltd , marks

yet another formidable foray into the powerful and growing regional television

market by India’s premier media group, POSITIV TELEVISION Media, comprising the

flagship TV and Radio enterprises, POSITIV TELEVISION Pvt. Ltd. and POSITIV Radio

Pvt. Ltd. POSITIV TV already boasts of operating several firsts in the country: India’s

first private teleport and private satellite television and radio channels in

Northeastern India to cover and connect all the eight states of the region. We are an

unparalleled brand name in the Northeast, based in Guwahati with a deep

penetration of Northeast India besides being connected to the nook and corner of

India with fiber optic, VSAT links and our own DSNG vans. We gave new meaning to

Regional Language Electronic Media with our two television channels that have

come to command the respect and love of our audience. NETV reigns supreme as

the only 24 hour news network in the world with live bulletins in 17 languages of the

region, and, NE Hi Fi has begun to enthrall families with general entertainment

programming in different languages of northeast India, and from Bollywood to

Hollywood. Radio Oolalala’s private FM network extends from Guwahati to Shillong

to Agartala and Itanagar. In 2007, the group launched NE Bangla that caters to East

and Northeast Indian audiences in Bengali language and is fast emerging as a top 5

in the region. POSITIV TV is the first private teleport in the Northeast or for that

matter any sensitive area of India. POSITIV TV Media’s presence has grown from

Guwahati with bureaus in over two dozen cities of Northeast India to now a national

presence created through its newly announced television channel, FOCUS TV for the

Indian women. & HAMAR TV, under the corporate Hamar Television Network Pvt. Ltd

, yet another foray into the growing regional television market by India’s premier

media group . Hamar TV will capture an important regional language market - the

Bhojpuri speaking people. Bhojpuri is not just the mother tongue but enshrines a

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heritage for many in Bihar, Jharkhand, Uttar Pradesh, Madhya Pradesh, West Bengal

and Delhi, besides immigrants in countries such as Nepal, Mauritius and many

countries spread through the 5 continents of the world that could number more

than 18 crores.

Positive Television has offices and television studios in Delhi, Mumbai, Calcutta,

Hyderabad, Patna, Ranchi, Varanasi and more. POSITIV TV has affiliate offices and

studios in London and Los Angeles. NETV, NE Hi Fi and NE Bangla are also a

broadcast affiliate of Turner International. Today, POSITIV TV Media boasts of

satellite, cable and internet carriage in more than 1 crore (10 million) homes in

India alone besides tens of thousands of expatriates and others watching NETV, NE

Hi Fi and NE Bangla real-time as a broadband Internet based live stream worldwide.

NETV is today the largest and leading single platform for advertisers in the

Northeast. There is no other media, print or television, in this region which can

boast of an overwhelming statistic connecting all of northeast India television

audience, i.e. 6.8 million homes. HY-TV- Hyderabad will fill a niche media void in the

Greater Hyderabad metro area and target a lucrative 1 million potential population.

The channel will deploy a successful dual-core strategy, as in the world’s developed

markets, with programming for and marketing to a 21st century highly

cosmopolitan audience with a fast-paced lifestyle.

Hyderabad is amongst the fastest growing metros, with not just a burgeoning

1,000,000 population, but also the most modern airport and a growing number of

the biggest-name MNC’s in the world. Due to their culture and history, Hyderabadis

are an exception in South India as they are extremely conversant with and use both

English and Hindi languages. Constantly updated news and current affairs on and

about Greater Hyderabad, interspersed with national and international affairs, in

English and Hindi will give the Channel the edge over the otherwise Telugu only

regional channels. And, with a strong network of correspondents in Hyderabad, Live

DSNG vans, bureaus across the State and national connectivity, Indian and

international networks will be hard pressed to compete with the Channel for the

local audience. The channel’s infotainment shows will be world-class and modern,

including very topical talk shows, exclusive interview-based features on lifestyle &

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entertainment, game shows, contests and interactive programs that drive audience

interaction and therefore derive constant ratings. On a larger level, HY-TV-

HYDERABAD will find a national and international audience that wants to inform and

entertain themselves on and about Hyderabad. All these elements will help HY TV,

HYDERABAD leverage ratings and revenues. Thus, HY TV, HYDERABAD incorporates

all elements that satisfy the insatiable, discerning appetite of the target audience to

make it the top choice of the local audience. Simultaneously, it will appeal to the

regional, national and international advertiser.

2. INTRODUCTION ABOUT THE TV MEDIA :

The Indian Cable TV industry, which began operations just a decade ago, is going

through another phase of development. The absence of regulations governing the

industry had resulted in its disorganized growth and the government has been

making efforts to professionalize the industry. The entry of multi-system operators

(MSOs), in the mid-1990s, was expected to bring greater discipline. However, since

the last mile was controlled by a large number of individuals called the local cable

operators (LCOs) and independent cable operators (ICOs), the industry remained

fragmented and disorganized and MSO’s remained squeezed in terms of profitability

due to their lack of last mile ownership.

The government was successful in passing the Conditional Access System (CAS) Bill

in the last session of Parliament, which is expected to bring greater discipline to the

market place. The CAS Bill primarily deals with the issue of lack of addressability –

the bane of the industry. Lack of addressability meant that broadcasters did not

know the exact reach of their channels, while the LCOs earned a disproportionate

share of the cable revenues by under declaring the households reached, to MSOs,

ICOs and broadcasters. This is expected to change with the implementation of CAS

in the four major metros from 14 July 2003. Fitch believes that, in medium to long

term, the MSOs and broadcasters would be the biggest beneficiaries of the

implementation of CAS, though in the near term they would be impacted due to low

penetration of CAS and the consequent drop in advertising and subscription

revenues. CAS, essentially comprising a set-top box (STB) and subscriber

management software, helps track viewer ship accurately and makes the whole

viewer-cable-operator-MSO/ICO-broadcaster chain completely transparent. With the

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initial penetration of CAS, gross rating points (GRP’s) for most leading pay channels

like Star, Zee and Sony is estimated to fall, which may translate into a drop in

advertising revenues. In the next two years, Fitch estimates a substantial decline in

the revenues of broadcasters due to slow penetration of CAS. However, if the

broadcasters manage to price their channels competitively, such that the payout for

consumers is maintained at current levels, they will be able to ramp up the

penetration levels in the next 2-3 years, resulting in considerable gains. Thus, while

there is short-term uncertainty about CAS, in the long run, Fitch expects that the

broadcasters and MSOs would derive considerable gains from the implementation of

CAS if the payout for consumers were maintained at current levels. Initial estimates

suggest that CAS would be able to penetrate up to 30% of the metro households in

the first year and up to 50% of the metro households in the second year of

implementation. At 50% penetration, MSOs and broadcasters would earn additional

revenues of Rs2-2.5bn each. However, since customer additions will occur over the

full year, the benefit of these additional revenues would be spread over the period

of next two years. Over a period of time, increase in penetration and negotiations

with LCOs for higher share of revenues would lead to a further increase in revenues.

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2.1 CABLE TV INDUSTRY OVERVIEW:

The cable industry in India was came into being in the late 1970s with the boom in

the videocassette recorders market. Some enterprising individuals started offering a

cable TV service to tap viewers who were interested in greater variety which

Doordarshan, the national TV channel, did not offer. This cable TV service initially

included Hindi and English movies and pirated Western comedies, music and game

shows. However, at this stage, cable TV was largely restricted to the major metros

and towns and to the upper crust of society. The Gulf War, in 1990, gave further

impetus to this industry. Some cable operators, who had been running their Hindi

and English movie channels, added dish antennae and started relaying news

programmes of CNN into homes. This spurred the demand for cable TV, making it a

lucrative business and attracting more individuals to the industry. The launch of Zee

TV further fuelled the spread of cable TV. From 1992 until date, the industry has

grown exponentially – from 412,000 subscribers to close to 39 mn in 2002, as per

the National Readership Survey, representing a CAGR (compounded annual growth

rate) of 50% per annum. This represents close to 17% penetration of cable TV in

Indian households and 45% penetration in TV households.

With the growth in the number of subscribers, the industry also underwent a major

change. Most of the international channels became pay-channels with digital and

coded signals, which required higher investments in integrated receiver decoders

(IRDs). At the same time, the quality of signals relayed by the local operators was

poor. In order to address these issues and to meet the customer demand for larger

number of channels, multi-system operators (MSOs) entered the industry. These

MSOs had the backing of media houses and the funds to invest in higher quality

cable infrastructure. However, since they did not have access to subscribers, they

had to tie up with existing LCOs to reach the customers. MSOs like In Cablenet

(managed by the Hinduja Group), Siticable (earlier a joint venture between the

Promoter of Zee TV, Subhash Chandra, and Star TV, now fully owned by Zee TV),

Hathway Cable (owned by the Rajan Raheja Group, with a strategic stake by Star

TV), Asianet Satellite Communications Limited (owned by the Rajan Raheja Group),

Ortel Communications, RPG Netcom (a company promoted by the RPG Group) and

Sumangali Cable Network (SCN owned by Sun TV) control close to 30% of the

industry in terms of number of subscribers. Most of the smaller towns are covered

6

by ICOs, who function like MSOs. The only difference between an MSO and an ICO is

that the ICOs reach is smaller and they do not invest in sophisticated technology

like MSOs.

The existing market shares of MSOs and ICOs are given in Chart 2.

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2.2 Impact on Television Industry:

The four metros account for 15%-20% of the total television sales. A major part of

the television sales from the metros comes from replacement demand and demand

for a second set. With CAS making it necessary for every television set to pay for

the pay channels, the purchase rate of second television sets is expected to decline.

Thus, there would a marginal impact of CAS on television sales in the metros. This is

based on the assumption that the average cost to consumer per cable connection

would remain at reasonable levels. However, in the other places, television sales

would be largely determined by other factors like income levels, major sporting

event and other high viewer interest events.

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3.ORGANIZATIONAL STRUCTURE OF HY TV:

 

6

CHAIRMAN

O/P HEAD I/P HEAD ADMIN.HEAD BEAURO HEAD

EDITORS

GRAPHICS

CAMERA DEPT.

PRODUCTION H.R DEPT.

FRONT OFFICE

ACCOUNTS DEPT.

REPORTERS

MARKETING AND DISTRIBUTION DEPARTMENT

ADVERTISEMENTS

SALES

4. ADVERTISING

As we know that advertising plays an important role in Marketing especially in

electronic media. All the TV channels will generate revenues through

Advertisements. So getting an advertisement is a big deal in any of the TV

channels. As per our project HY TV is an INFOTAINMENT channel which has been

launched recently. At present they don’t have subscription to TAM. Most of the Ad.

Agencies go for TAM rating in selection of Communication Media. So let us see how

an advertising agency works, how an advertisement works and how to attract the

Ad. Agencies.

4.1 INTRODUCTION:

Advertising is an effective method of reaching people with product information.

“Advertising is controlled, identifiable information and persuasion by means of Mass

communication media”. It is considered controlled information because it has use

the Time, Space and content of the message effectively and economically. It is

controlled because it is directed at a particular group.

4.2 OBJECTIVES:

The basic objective of the advertising is to increase the sales volume and profits.

1) To facilitate launching a new product or service or a new brand into the

Market.

2) To create the awareness about the product or service.

3) To build up a goodwill.

4) To enter into new market segment for Market development.

4.3 FUNCTIONS OF ADVERTISING:

Advertising serves every sector of the business Society -Consumer, producer and

middlemen (Agency and sales men).The various functions of the Advertising may be

grouped into two classes - (1) Primary functions, and (2) Secondary functions.

(1) PRIMARY FUNCTIONS :

a) To increase sales

b) Persuasion of dealers

c) Help to dealers.

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d) To increase in per capita use

e) Creates awareness of new product

f) To eliminate seasonal fluctuations

g) More business for all

h) Raising of standard of living

(2) SECONDARY FUNCTIONS :

a. To encourage salesmen

b. To furnish Information

c. To impress executives

d. To impress factory workers

e. Feeling of security

4.4 ADVERTISING VERSUS PUBLICITY:

Advertising and publicity are both marketing communications and both may appear

in same media; but where advertising is paid for by its sponsor, publicity is not.

4.5 MARKETING OF AN ADVERTISEMENT:

After making the advertisement Marketing of the advertisement comes into picture.

Advertisement will be designed depending on four P’s.

1. Product

2. Place

3. Promotion

4. Price

4.6 KEY PARTICIPANTS IN THE MARKETING PROCESS:

Peoples needs and wants change daily, and marketers should know about the

customers’ expectations and needs. This makes the marketing process very

dynamic. The various participants in marketing process are as follows,

(1) CUSTOMERS :

Customers are the people or organizations who consume the products and

services. They fall into three general categories:

1. Current customers

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2. Prospective customers

3. Centers of influence

(2) MARKETS :

It is a group of current and prospective customers who share a common

interest, need, or desire, who can use the specific product or service, and

who are willing to pay for it. These markets are broadly classified into four

types

a. Consumer markets

b. Business markets

c. Government markets

d. Global markets

(3) MARKETERS :

The third participation in the marketing process, marketers, includes every

person or organization that has products, services, or ideas to sell

manufactures market consumer and business products. Farmer’s market

wheat; doctors market medical services; banks market financial products;

and political organizations market philosophies and candidates. To be

successful, marketers must know their markets intimately – before they start

advertising.

5. CONSUMER BEHAVIOUR:

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5.1 Model of Factors Influencing Consumer Behavior:

Cultural factors

Cultural

Social factors

Reference

groups

Personal

factors

Age & Life

cycle Psychological

factors

Consumer

Characteristi

cs

Cultural

Social

Personal

Psychologica

l

Problem recognition

Information search

Decision Evaluation

Post purchase

Behavior

Consumers

Decisions

Product choice

Brand choice

Dealer choice

Purchasing

timing

Purchasing

amount.

Marketing

Stimuli

Other

Stimuli

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

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Sub-cultural

Social class

Family

Roles & Status

Occupation

Economic

Circumstances

Life style

personality &

Self concept

Motivation

Perception

Learning

Beliefs and

Attitudes

Buyer

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Cultural factors

Culture: Culture is the most fundamental determinant of a person’s wants and

behavior like set of values, perceptions, preference and behaviors through his or

her family member.

Sub culture: Sub culture includes nationalities, religious, racial groups and

geographical regions.

Social class: Social classes are relatively homogenous and enduring decisions in a

society which are hierarchically ordered and whose members share similar values,

interests and behavior. Social classes include upper class, middle class and lower

class.

Social factors

Reference groups: A persons reference group consists of all the groups that have

a direct (face to face) or indirect influence on the person’s attitude or behavior.This

groups to which the person belongs and interacts.

Personal factors

A consumer decisions are also influenced by personal characteristics notably the

buyers age & life cycle stage, occupation, economic, circumstance, life style &

personality and self concept.

Psychological factors

Motivation: A person has many needs at any given time. Some needs are biogenic.

They arise from psychological states of tension such as hunger, tryst and

discomfort.

P erception : Perception is defined as “the process by which an individual select,

organizes intercepts information, input to create a meaningful picture of the world.

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Learning: When people act, they learn. Learning describes changes in an

individual’s behavior rising from experience, process of applying results of fast

experience to evaluate a new situation or modify feature.

Beliefs and attitudes: Doing and learning people acquire beliefs and attitudes.

These in term influence consumer behavior belief are a descriptive thought that a

person holds about something. An attitude describes persons enduring favorable or

unfavorable evaluations, emotional feelings.

5.2 FLOW CHART:

BRAND BUILDING ON TV CHANNEL/HOW IT WORKS:

6

ADVERTISER

Is the client /manufacturer who owns the

product or brand

Main Aspects:

Product ,Quality,Range,Praising

Distribution,Sales and Marketing Strategies.

Creativity of the Advertisement:

Either done by own production house or by an Media agency

Media agency is a bridge between Advertiser, TV channel and

media agency company

In media agency key account Manager Deals with client or Advertiser

discuss about his ad film, campaign period and Budget.

5. THE ADVERTISING BUSINESS

6.1 AGENCIES AND CLIENT RELATIONSHIP:

A modern advertising agency offers specialized knowledge, skills and experience

which are required to product an effective advertising campaign. It has writers,

Artists, Media experts, Researchers, Television producers, account executives,

etc.These specialists’ work together to understand fully the advertiser’s

requirements of an advertisement campaign, and develop suitable advertising plans

and strategies. By creating advertisements and delivering them through

appropriate media, the agencies implement advertising plans and strategies.

6.2 THE ROLE OF THE ADVERTISING AGENCY:

An Advertiser firm may organize the advertising campaign through its own

advertising department or may entrust the whole part of the advertising work to a

body of experts known as advertising agency. Thus advertising agency is an

independent institution setup to render specialized services in advertising in

particular and in marketing in general. In legal sense they are not agents, but are

independent firms having their own organizations.

Thus an advertising agency is “An organization whose business consists in the

acquisition as a principal, of the right to use space or time in advertising media and

administration on behalf of the advertisers of advertising appropriations made by

them”. It is organized to render advice creative services for its clients. it does not

sell any tangible product ,sells creative talents and its past experience. Thus it is an

organization specially created for rendering services in advertising.

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Media Planner:

He takes care of media channels list, programs, films, period of campaign, target audience.

Media Buyer:

He deals with rate factor, channels, TRP based programs and finalize the deal then reports to key account manager.

6.3 THE ORGANIZATIONS IN ADVERTISING:

The advertising business is composed of four different groups. The two main ones

are the advertisers and the agencies. The Advertisers (or clients) or the companies –

like Vodafone, Honda etc. that advertise themselves and their products.

Advertisers range in size from huge multinational firms to small independent stores

and in type from service organizations to industrial concerns to political action

committees. Assisting them in the second group –The advertising agencies that

plan, create, and prepare their clients ad campaigns and promotional materials.

The third group the Media, sells time (in electronic media) and space (in print

media) to carry the advertiser’s message to the target audience.

The last group, the suppliers includes the photographs, illustrators, printers, digital

service bureaus, colourfilm separators, video production houses, and other who

assist both advertisers and agencies in preparing advertising materials. Suppliers

also include consultants, research firms, and other professional services that work

with both advertisers and agencies.

6.4 PEOPLE IN ADVERTISING:

When most people think of advertising, they imagine the copywriters and art

directors who work for ad agencies. But the majority of people in advertising are

actually employed by the advertisers. Most companies have an advertising

department, if it’s just one person.

The importance of the company’s advertising department depends on the size of

the company, the type of the industry it operates in, the size of its advertising

program, the role advertising plays in the company’s marketing mix, and most of

all, the involvement of top management.

Many people are involved in company’s advertising function:

a) Company owners and top corporate executives make key advertising

decisions.

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b) Sales and marketing personnel often assist in the creative process, help

choose the ad Agency.

c) Artists and writers produce ads, broachers and other materials.

d) Product engineers and designers give input to the creative process and

provide information about competitive products.

e) Administrators evaluate the cost of the ad Companies and help plan budgets.

f) Clerical staff coordinates various advertising activities.

6.5 KINDS OF AGENCY ORGANISATION:

1. Group system

2. Departmental system

3. Decentralized organization

4. Smaller Agency Organization

6.6 ADVERTISING DEPARTMENTS:

Organization by Sub-function:

Advertising department functions on the basis of sub-functions to discharge all the

functions of advertising effectively and smoothly.

Organization by media:

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ADVERTISING MANAGER CREATIVE MEDIA ADVERTISING RESEARCH

COPY ART LAYOUT

The advertising manager is given the ultimate responsibility for managing

advertising in all the media.

Organization by Product:

PRODUCT PRODUCT PRODUCT PRODUCT

A B C D

BRAND BRAND BRAND BRAND BRAND BRAND

Organization by Market segmentation:

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ADVERTISING MANAGER

PRINT MEDIA BROADCASTING MEDIA OTHER MEDIA

MAGAZINES

NEWS PAPERS

DIRECT MAIL DIRECTMAILA

TELEVISION TEADVERTISI

RADIO RADIOADVERTI

OUTDOOR

TRANSIT

ADVERTISING MANAGER

ADVERTISING MANAGER

FINAL USER INDUSTRIAL MARKET INSTITUTIONAL MARKETS AGRICULTURAL

STUDENTS STUSTUDENTSAEMPLOYED EMPLOYEDEMPL

Organization by Geographical Area:

6.7 SELECTION OF AN ADVERTISING AGENCY:

The following points should be considered for selection of an advertising agency.

1) First and foremost, the agency must known; previously unknown agencies

are not preferred.

2) Secondly, the agency must have creativity.

3) Thirdly, the agency must have a sound track record, a good deal of

experience.

4) Fourthly, the account executives must have ability to understand client’s

problems.

5) Fifthly, the work they have produced for other clients does matter.

6) Sixthly, the personal equation of the client with the agency also matters.

7) Seventhly, their ability and presentation may make you opt for them.

8) Lastly, there are some unique considerations some prefer a small, some a

medium, some a large agency.

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ADVERTISING MANAGER

NATIONAL INTERNATIONAL

NORTH REGION SOUTH WEST EASTERN

ASIA EUROPE AMERICA AUSTRALIA AFRICA

6.8 TYPES OF ADVERTISING AGENCIES:

Ad agencies come in all sizes and include everything from one or two-person shops

(which rely mostly on freelance talent to perform most functions), small to medium

sized agencies, large independents such as SMART and TAXI, and multi-national,

multi-agency conglomerates such as Omnicom Group, WPP Group, Publicis,

Interpublic Group of Companies and Havas.

Full-service agencies:

Most full-service agencies work on a combination of fee-based and commission

based compensation. The fee is paid by the entity for which the marketing is being

done. The commission is a payment from the media to the agency and is usually

equal to 15% of the cost of the advertisement. The broadcast media, radio and

television, traditionally pay a commission.

Full-service, or media-neutral advertising agencies produce work for many types of

media, creating integrated marketing communications, or through-the-line (TTL)

advertising. The "line", in this case, is the traditional marker between the media

that pay a commission to the agency and the media that do not.

Full-service agencies are also known as traditional advertising agencies for the

client, wherein the client satisfies almost all their advertising or promotional needs

with the same organization. This type of agency provides advertising services such

as strategic planning, creative development, production, media planning, media

buying, and other related services such as sales promotional, direct selling, design,

and branding, etc.

Interactive agencies:

Interactive agencies may differentiate themselves by offering a mix of web

design/development, search engine marketing, internet advertising/marketing, or e-

business/e-commerce consulting. Interactive agencies rose to prominence before

the traditional advertising agencies fully embraced the Internet. Offering a wide

range of services, some of the interactive agencies grew very rapidly, although

some have downsized just as rapidly due to changing market conditions. Today, the

most successful interactive agencies are defined as companies that provide

specialized advertising and marketing services for the digital space. The digital

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space is defined as any multimedia-enabled electronic channel that an advertiser's

message can be seen or heard from. The 'digital space' translates to the Internet,

kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile). Interactive

agencies function similarly to advertising agencies, although they focus solely on

interactive advertising services. They deliver services such as strategy, creative,

design, video, development, programming (Flash and otherwise), deployment,

management, and fulfillment reporting. Often, interactive agencies provide: digital

lead generation, digital brand development, interactive marketing and

communications strategy, rich media campaigns, interactive video brand

experiences, Web 2.0 website design and development, e-learning Tools, email

marketing, SEO/SEM services, PPC campaign management, content management

services, web application development, and overall data mining & ROI assessment.

The recent boost in the interactive agencies can also be attributed to the rising

popularity of web-based social networking and community sites. The creation of

sites such as MySpace, Face book and YouTube have sparked market interest, as

some interactive agencies have started offering personal and corporate community

site development as one of their service offerings. It still may be too early to tell

how agencies will use this type of marketing to monetize client ROI, but all signs

point to online networking as the future of brand marketing.

Due to the social networking explosion, new types of companies are doing

reputation management. This type of agency is especially important if a company

needs online damage control. If a customer becomes disgruntled, it is very easy to

damage a company’s reputation over social networking sites. Because of how

rapidly the information spreads, it becomes absolutely necessary to address any

rumors, gossip or other negative online press immediately.

Examples of interactive agencies include, R/GA, AKQA, Big Spaceship, Agency net,

Firstborn Interactive, Odopod, eROI, and EVB, among others.

Tradigital agencies:

Tradigital agencies are advertising agencies who are experts in both traditional and

digital advertising [1][2]. They offer the best of both worlds and are very useful in

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today’s digital age where all campaigns now require both online and above-the-line

advertising.

These agencies often buy out digital agencies. Now more than ever traditional

agencies are looking for a door into the digital world. They are often the only way to

extend your brand across all the numerous mediums of today’s markets.

Search engine agencies:

Lately, search engine marketing (SEM) and search engine optimization (SEO) firms

have been classified by some as 'agencies' because they create media and

implement media purchases of text based (or image based, in some instances of

search marketing) ads. This relatively young industry has been slow to adopt the

term 'agency', however with the creation of ads (either text or image) and media

purchases; they do technically qualify as 'advertising agencies'. Recent studies

suggest that both SEO and SEM are set to outpace more traditional channels of

media spending over the next 3-5 years.

Social media agencies:

Social media agencies specialize in promotion of brands in the various social media

platforms like blogs, social networking sites, Q&A sites, discussion forums, micro

blogs etc. The two key services of social media agencies are:

social media marketing

online reputation management

Other agencies:

While non advertising agencies, enterprise technology agencies often work in

tandem with advertising agencies to provide a specialized subset of services offered

by some interactive agencies: Web 2.0 website design and development, Content

Management Services, web application development, and other intuitive technology

solutions for the web, mobile devices and emerging digital platforms.

6.9 HOW AGENCIES GET CLIENTS:

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To succeed, ad agencies need clients. New clients come from personal contact with

top management, referrals from satisfied clients, publicity on recent successful

campaigns, trade advertising, direct mail, or by agency’s general reputations.

A. Referrals.

B. Presentations.

C. Networking and community relations.

D. Soliciting and advertising for new business.

6.10 THE CLIENT - AGENCY RELATIONSHIP:

Just as people and product have lifecycles, so do relationships. In the advertising

business, the lifecycle of the agency-client relationship has four distinct stages.

A. Pre relationship stage.

B. The development stage.

C. The maintenance stage.

D. Termination stage.

6.11 FACTORS AFFECTING THE CLIENT-AGENCY RELATIONSHIP:

The following are the factors affecting the client-agency relationship.

A. Chemistry.

B. Communication.

C. Conduct.

D. Changes.

6.12 BASIC PRINCIPLES OF CLIENT-AGENCY RELATIONSHIP:

These principles are:

i. The agency alone is responsible for payment to the media.

ii. The agency doesn’t allow any cut from the commission received from the

media to go to the client.

iii. The media do not discriminate amongst the agencies dealt with, and fallow a

uniform policy for all agencies.

iv. The media do not alter the advertising material without the prior consent of

the agency.

6.13 VARIOUS DEPARTMENTS IN AD-AGENCY:

i. Account planning.

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ii. Account management.

iii. Creative services.

iv. Media services.

v. Traffic.

7. THE COMMUNICATION PROCESS:

Communication is the social process by which two or more persons exchange views.

The communication between two persons that is and the receiver, will be termed

individual communication, where there more than two persons that is more than

one sender or more than one receiver are involved, it is known as mass

communication.

Generally all electronic media channels comes under mass communication. As HY-tv

is an electronic media channel of infotainment, it is a mass communication.

The objective of media planning and advertising is to get the attention of more

number of people. So most of the ad-agencies and clients goes for electronic media.

The increase in viewership rate and development of technology opend the gates for

ad-agencies to enter into electronic media, simply we can say that emerging

technology has changed the face off print and other media to electronic media.

7.1 COMPONENTS OF COMMUNICATION PROCESS:

SOURCE:

Generally the encoder, sponsor, advertiser or sales representative is known as

source. The source is the sender of message.

MESSAGE:

It refers to the content of the communication. It may include words, pictures,

symbols, order etc.,

PERCEPTION:

It is an important factor in communication process. The message can be perceived

by the receiver according to his nature and culture, its attention, interest, desire

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and action. The attitude and the desire of the sender also influence the perception

level.

CHANNEL:

The message carried through some channel-a news paper, magazine, or television

from the sender to the receiver. The channels are known as media. Television

influencing the sense of sight and sound is considered one of the most effective

channels of the communication.

RECEIVER:

The receiver is the target audience. Therefore advertisers should evaluate the

graphics of the audience. Values, attitudes, product, experience and responses are

considered to design communication process.

FEEDBACK:

Feedback is an essential factor in making communication more effective. It

indicates how the communication process is working. The receivers may provide

feedback on their needs, knowledge, cultural systems, attitudes and communication

skills.

8. MEDIA PLANNING

8.1 INTRODUCTION:

The term media is a plural for medium. In advertising terms, medium is a channel of

communication such as news channels, entertainment channels, news papers,

magazines etc. A medium is a vehicle for carrying the sales message of an

advertiser to the prospects. It is indeed a vehicle by which advertisers convey their

messages to a large group of prospects and thereby aid in closing the gap between

the producer at one end and the consumer at the other end.

Media planning is a very important task in the advertising process, which deals

about four W’s.

1. Where

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2. What

3. Who

4. When

Media planning involves selecting appropriate media for carrying the advertisers’

message to target markets, deciding what to buy and how much to spend in each

medium and scheduling when the advertising is to run. Eighty percent of the budget

paid to media. This, in it suggests how important media decisions are. Considering

the extent and diversity of the Indian market, which is matched by a vast and

diverse network of advertising media, the complexity of the media planning

becomes apparent.

8.2 MEDIA TERMS :

Media Planning is a very important component of the Marketing Strategy of an

organization. Media Planning is defined as "Process of designing a scheduling plan

that shows how advertising time and space in selected media and vehicles

contribute to the achievement of marketing objectives in an advertising campaign".

Media planning, in general terms, is a tool that allows the advertiser to select the

most appropriate media to communicate the message in sufficient frequency

towards the maximum number of potential customers at the lowest cost.

* Medium: A medium is a carrier and deliverer of Advertisements. It is a broad

general category of carries such as Newspapers, Television, Radio, Internet,

Outdoor, Direct Mail, etc.

* Vehicle: It is a specific carrier within a Media category. So a HY TV would be the

vehicle in the category of TV. Many a time a specific programs or sections within a

medium may be termed as a vehicle. For example, “DAKSHINAYAN" on HY TV would

be the vehicle in the Television category.

* Frequency: How frequently are the recipients being exposed to message. In

other words it is the average number of times an advertisement reaches each

recipient in a given period

* Continuity: The amount of advertising budget being allocated over the period.

There are basic types of ways in which the advertising budget is allocated:

Continuous Scheduling, Pulsing and Flightning.

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* Weight: The amount of total advertising is needed to accomplish advertising

objectives.

* Viewership: It refers to the number of people watching a given program. A

viewer is a person who is watching the program.

* Gross Rating points: The total audience delivery or weight of a specific media

schedule is counted by working on the total number of viewers. However in media

the information is gauged in gross rating points (GRP).for example if 75% of the

people of our target market watched a commercial on television four times in a

week, to determine the gross rating points, the following formula will be used:

Reach*frequency=GRP

75*4=300GRP

8.3 Objectives of media planning:

Grab : ATTENCTION

Excite : INTEREST

Create : DESIRE

Prompt : ACTION

8.4 MEDIA PLANNING STRATEGY:

The purpose of media planning is to conceive, analyze, and select channels of

communication that will direct advertising message to the right people, in the right

place at the right time. It involves many decisions:

i. Where should we advertise? (In what countries, states, or parts of town)

ii. Which media vehicles should we use?

iii. When during the year should we concentrate our advertising?

iv. How often should we run the advertising?

v. What opportunities are there for integrating other communications?

vi.

Media objectives translate the advertising strategy into goals that media can

accomplish. They explain who the target audience is and why. Where messages will

be delivered and when and how much advertising weight needs to be delivered.

In the initial stage of the product life cycle, the objective is to maximize awareness

of it by consumers. At the maturity stage, continuity of the purchase becomes the

main objective. During the declining stage of product use, the media remind the

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consumers that the product shall retain their appealing attributes. The media

objectives are Reach, frequency and continuity respectively for the early, maturity

and declining stages of the product lifecycle. The media objective is analyzed in the

light of constraints and components.

CONSTRAINTS:

The objectives are controlled by the budget available for Advertising. In the

beginning, a significant amount is available; but at the later stage of the product life

cycle, only a small proportion is allocated to advertising. The effect of budgeting on

advertising has been acknowledged by every organization. The positioning of the

product also influences the objectives. If the producer is willing to challenge the

leader, he will spend more money on advertising. The range, Frequency and

continuity will be effected by budget and positioning of the product.

COMPONENTS:

Media objectives have different components, viz, specification of the target market,

geographical location of the market, reach and frequency, continuity or timing,

creative requirements and potential market coverage level.

8.5 STEPS TO ACHIEVE EFFECTIVE MEDIA PLANNING:

To achieve the effective media planning we should do the following steps:

1) We should have good knowledge about the product or service.

2) We should be very clear with the budget allotted for advertising.

3) It is very important to select an appropriate ad agency which can fulfill the

needs and desires of the manufacturer or producer.

4) Some companies will have their own advertising departments but still they

will go for ad agencies to maximize the productivity.

E.g.: Vodafone.

5) The communication between the producer and the ad agency must be good.

6) The producer’s views and ideas about the product must be shared with the

ad agency.

7) We must know about the target market.

8) We must know about the tastes and preferences of the target audience.

9) According to the budget allotted for advertising select the best media vehicle.

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10) Select the prime time slots if you are going for TV advertisement.

11) Give freedom to ad agency in selecting the media vehicle.

12) After completing all the above steps go for negotiations.

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• Media Mix

– Combination of different media, and size of ads

– Which Media?

– Which Schedules?

Flexibility:

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8.6 MEDIA PLANNING PROCESS:

When (the timing of the release)

Which (The media selection)

How (The coordination in media planning)

How much (The budgetary allocation)

8.7 MEDIA COST AND MEDIA AVAILABILITY:

To get the most out of the advertising budget spent the primary concern for the

advertiser is media selection. The cost of buying space or time is weighed against

the number of audience secured by such advertising. In fact, buying advertising

space and time is nothing different from buying commodities.

The media availability is measured under the following heads:

i. Distribution measurement (in terms of number of distributors in a

geographical area)

ii. Audience measurement (Expressed in terms of TAM ratings)

iii. Exposure measurement – the advertiser looks for the ability of the media to

create advertising exposure.

Summarizing media selection factors we may say that they are:

A. Media characteristics, such as editorial environment flexibility, frequency and

durability.

B. Nature of the target market.

C. The nature and type of the product.

D. The nature of the distribution network.

E. Overall cost of the medium.

8.8 MEDIA SCHEDLING:

We can follow a steady schedule or a pulsed campaign. Normally scheduling is done

for a 4 week period. The six types of schedules available are:

1.Steady pulse:

It is the easiest. For example one ad/week for 52 weeks or one ad/month for 12

months.

2.Seasonal pulse:

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Products like Vicks balm, ponds cold cream follow this approach.

3. Period pulse:

Scheduling follows a regular pattern for example media scheduling for consumer

durables, non durables etc.

4. Erratic pulse:

The advertisements are placed irregularly. Perhaps we want to change the typical

purchase cycles.

5. Startup pulse:

It is concentrated media scheduling. It launches a new product or a new campaign.

6. Promotional pulse:

A one short affair it suits only a particular promotional team.

9. GOVERNMENT POLICIES IN MEDIA SECTOR:

The changing model of media business in India

Beginning with the macro level analysis, the changes in India can be analyzed on

the following four parameters:

Government policies: They play a vital role in the success of any economy and

the Indian government’s reforms and growth focused strategy is an attractive

feature. FDI limits are an important aspect in this regard as it regulates the growth

of the industry.

Economic changes: The increasing disposable income and expanding urban

class presents a huge untapped market for the media sector. With increasing

personal income of the youth over the last decade has resulted in higher spending

on media and entertainment.

Social changes: There has been a steady increase in literacy levels which has

boosted the demand for print media. With the socio-economic changes and

electricity and technology everywhere, the people prefer to have their share of

news through television. There has been a favorable change in the consumption

pattern and this provides a great potential to broaden the customer base.

Technical changes: With the changing pace of technology and the users are

responsible for making India an outsourcing destination. The next boom could well

be the Media sector. Also, an increasing convergence among the various media is

bringing about a structural change in the industry.

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FDI LIMIT IN VARIOUS SECTORS:

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FUTURE PROSPECTS OF MEDIA SECTOR:

10. MEDIA BUYING

This is the last step in the advertising process. First contract will be given to ad

agency to design advertisement. Depending on the target market and product

lifecycle the ad agency will decide the media for advertising. Generally electronic

media is preferred over other media because the reach of electronic media will be

high at the same time the budget required also will be high. Depending on the

media vehicle which we have selected there may be a probability for negotiations.

In television media advertiser will select the media vehicle depending on “television

audience measurement” ratings. Media vehicles with high TAM ratings will demand

more. Sometimes negotiation about the budget may not be possible.

According to the inputs I got from the various ad agencies and clients, I found that

most of the ad agencies prefer entertainment channels over infotainment channels.

The revenues of entertainment channels will be high compared to infotainment

channels. One more interesting thing there will be some friendly relationship among

some ad agencies and media vehicles, which may lead to personal biasing. If a

media channel have good relationship with ad agencies they can earn more from

advertising. Every media channel will have prime time slots and normal time slots.

They are going to charge high in prime time slots, sometimes Events like IPL, Film

fare awards etc may happen, that time the time slots between the programs will

become the primetime slots which increases the TRP ratings. Competition for that

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time slots will be very high that time negotiations will not at all possible. Recently

we have seen this in IPL 2009 organized in South Africa.

Let us see the Advertisement rate card in HY TV:

10.1Advertisement rate card in HY TV:

Feel the pulse……

OPTION 1:

Strip Ads with Logo : Rs 3000(20 strips in a day-minimum)

Scrolling Ads without logo: Rs 2000(20 scroll ads in a day-minimum)

Spot buy – Ad commercial: Rs 2000(@10 seconds commercial)

OPTION 2:

Sponsorship : on commitment of monthly outlay Rs.3, 00,000

FCT : 1500 seconds bankable across the channel in 30 days.

FREE VALUE ADDITIONS:

Daily prime time news sponsorship at 9PM in 30 days period.

Associate sponsorship one weekly program of 4 episodes in 30 days period

followed by daily channel promos and fcls with brand tag of client.

OPTION 3:

Slot buying – duration -30 minutes –rate per slot : Rs15000/s.t

Terms and Conditions:

1. Payment to be made to be made in advanced in favor of Hy Media

entertainment pvt.Ltd

2. Service tax Extra Applicable

3. Ad Material in DV cassette to be given in advance for telecasting.

According the information which we got in media sector in Andhra Pradesh Sun

network is the market leader and Maa tv is the market follower. Negotiation is not

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possible in Gemini tv where as it is possible in Maa tv so most of the ad agencies

prefer Maa tv unless the client demand for specific media vehicle. These two

channels are ruling in entertainment region.

While coming to infotainment channels TV9 is ruling the market. It is the first 24*7

Telugu news channel in Telugu, when it has launched there were no similar player

so it got the competitive advantage through language. For long time it is been like a

monopoly. But now the equation has been changed, so many players with new

technology and strategies are evolved into the markets.

HY TV also followed the same strategy that TV9 has followed earlier; it is the first

Hindi news channel in south operating in south itself (head quartered at Hyderabad)

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RESEARCH METHODOLOGY

Survey done on Ad agency, Clients and Audience directly on a one to one basis via a

questionnaire by taking a sample size on the basis of demographic segmentation.

SAMPLE SIZE:

Ad agencies : 10

Clients : 10

Audience : 200

11.1 RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. One can also define

research as a scientific and systematic search for pertinent information on a specific

topic. It is the pursuit of truth with the help of the study, observation, comparison

and experiment.

11.2 RESEARCH DESIGN

Research design is actually the blue print of the research project and when

implemented must bring out the information required for solving the identified

problems. The research design depends upon the depth and extent of data required

the cost and benefits of research, the urgency of work and the time available for

completing it. The research indicates the method of research (i.e. sampling etc)

only.

11.3 Research design is mainly of three types:-

i. Exploratory Research

ii. Descriptive Research

iii. Experimental Research

Exploratory Research:

Exploratory study can be used to establish priorities. The major emphasis is on the

discovery of ideas and insights. It helps in formulating hypothesis for further

research

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Descriptive Research

The Descriptive study is typically concerned with the determining Frequency with

which something occurred or how two variables vary together. It is guided by an

initial hypothesis.

Experimental Research:

Experimentation is defined as a process where event occur in a setting at the

discretion of the experimenter and controls are used to identify source of variation

in the subjects

11.4 SAMPLE SIZE AND CLUSTER SAMPLING

Sampling may be defined as the selection of an aggregate or totality on the basis of

which a judgment or inference about the aggregate or totality is made. In other

words it is the process of obtaining information about an entire population by

examining only a part of it. In most of the research work and surveys, the usual

approach happens to be to make generalization or to draw inference based on

samples about the parameters of population from which the samples are taken. The

researcher quite often selects only a few items from the universe for his study

purposes. All this is done on the assumption that the sample data will enable to

estimate the population parameters. The items so selected constitute what is a

technically called a sample, their selection process or technique is called sample

design and survey conducted on the basis of sample is described as sample survey.

Sample should be truly representative of population characteristics without any bias

so that it may result in valid and reliable conclusions.

11.5 Need for Sampling:

Sampling is used in practical for a variety of reasons such as:

1. Sampling can save time and money. A sample study is usually less

expensive than a census study and produce result at relatively faster speed.

2. Sample may enable more accurate measurements for a sample study is

generally conducted by trained and experienced investigators.

3. Sample remains the only way when population contains infinitely many

members.

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4. Sample remains the only choice when a test involved the destruction on the

item under study.

5. Sample usually enables to estimate the sampling error and thus assists in

obtaining information concerning some characteristics on the population.

Random sampling from Infinite Universe

Above paragraph deals with random Sampling, keeping in view the finite

populations. But what about random sampling in context of infinite population? It is

relatively difficult to explain the concept of random sample from an infinite

population. However, a few examples will show the basis characteristics of such a

sample.

Cluster sampling

Cluster sampling involves grouping the population and then selecting the groups or

the clusters rather than individual element6s for inclusion the sample. If the totally

area of interest happens to be a big one, a continent way in the sample can be

taken is to divide the area into a number of smaller non overlapping areas and then

to randomly select a number of these smaller areas, (usually called clusters) with

the ultimate sample consisting Of all (or a sampling of ) Units in these small areas of

clusters.

Cluster sampling, no doubt reduces cost by concentrating surveys in select clusters.

But certainly it is less precise than random sampling. There is also not as much

information ‘n’ number of observations within cluster as there happens to be inn

randomly drawn observations. Cluster sampling is used only because of the

economic advantage it drawn possesses; estimates based on cluster samples are

usually more reliable per unit cost.

11.6 Data collection Method

Data collection is an elaborate process in which the researcher makes a planned

search for relevant data. Data can be classified as primary and secondary data.

Primary Data

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

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Collection of primary data task is demanding and requires a lot of technical

expertise. Primary data can be collected in marketing by three basic methods-

o Survey Method

o Observation Method

o Experimental Method

Survey is the most commonly used method of primary data collection in the

marketing research. Various kinds of survey techniques are.

a. Personal interview

b. Telephone Survey

c. Mail Survey

The instrument used in personnel interview is questionnaire.

Secondary data

Secondary data means data that are already refer to the data which have already

collected and analyses by someone else. When the researcher utilizes secondary

data that he had to look into various sources from where he can obtain them. In this

case he is certainly not confronted with the problems that are usually associated

with collection of original data.

Various books, magazines and news papers.

Reporters and publication of various businesses.

Reports prepared by research scholar and in different fields.

Records and statistics data.

The following characteristics must be possessed:

1. Reliability of data

2. Suitability of data

3. Adequacy of data

11.7 Selection of appropriate method for data collection

The following factors must be considered:

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1. Nature scope and object of enquiry.

2. Availability of funds.

3. Time factor.

4. Precision required.

INTERVIEW METHOD

In the interview method of collecting data involves presentation of oral/verbal

stimuli and reply in terms of oral/verbal responses. This method can be used

through the interviews and if possible, through telephone interviews.

Personal interview

Personal interview method requires a person know as the interviewer asking

questions generally in a face to face contact to the other person or persons. (At the

time the interviewee may also ask certain questions and interviewer responds to

these, but usually the interviewer initiates the interview and collects the

information) This sort of interview may be in the form of direct personal

investigation or it may be indirect oral investigation.

In case of direct personal investigation the interviewer has collect the information

personally from the sources concerned. He has to be the spot and has to meet

people from whom data have to be collected. This method is particularly suitable for

intensive investigations.

The method of collecting information through personal interviews is usually carried

out in a structured way. As such we call the structured interviews. Such interviews

involve the predetermined questions of highly standardized or recording. Thus, the

interview in a structured interview follows a rigid procedure laid down, asking in a

form of order prescribed

11.8 TYPE OF QUESTIONNAIRE

Collection of Data through Questionnaires

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This method of data collected is quite popular, particularly in case of big enquiries is

being adopted by private individuals research workers, private and public

organizations and even by government in this method a questionnaire is sent to the

concerned with the research answer the questions and return the questionnaire, a

questionnaire consists of number of questions printed or typed in a define order an

form of a forms .The questionnaire are mailed to respondents who are expected or

read and understand the questions and write down the reply in the space meant for

the purpose in the questionnaire itself. The respondents have to answer the

questions on their own.

The method of collecting data by mailing the questionnaires to respondents is most

extensively employed in various economic and business surveys. The merits

claimed on behalf of this method are as follows:

1. There is low cost even when the universe is large and widely spread

geographically.

2. It is free from the bias of the interviewer, answers are in respondents own

words.

3. Respondents have a adequate time to give well thought out answers.

4. Respondents, who are not easily approachable, can also be reached

conveniently.

5. Large sample can be made use of and thus the result can be made more

dependable and reliable.

vi. Selection process

1. Type of Objective : Descriptive

2. Type of data collected : Primary

3. Research Approach : Survey Method

4. Contact Method : Individual

5. Sample Size : 200 Audiences

6. Sample Area : Around Hyderabad

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And Secunderabad.

7. Research Instrument : Questionnaire

8. Type of Questionnaire : Structured and Undisguised

11.8.1 QUESTIONNAIRE FOR AD AGENCY:

A. How will you get more clients?

1. Reputation

2. Reference

3. Personal contacts

4. Past Record

B. How will you design an advertisement?

1. By Product

2. By Brand name

3. Client’s demands

4. Target audience

C. How will you select media vehicle?

1. By Product

2. By Brand name

3. Client’s demand

4. Target audience

5. Depending on Budget

D. Which type of media vehicle would you prefer most of the times?

1. Electronic media

2. Print media

3. Radio

4. Other media

E. Which type of electronic media vehicles you prefer?

1. Entertainment

2. Infotainment

F. How will you select particular media vehicle in electronic media?

1. TAM rating

2. Personal relationship

3. Clients demand

4. Negotiations

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G. Do you have media planner and media buyer separately?

1. Yes

2. No

11.8.2 QUESTIONNAIRE FOR CLINTS:

A. How will you select the Ad agency?

1. Reputation

2. Reference

3. Personal contacts

4. Past Record

B. How you would like to design an advertisement?

1. By Product

2. By Brand name

3. Ad agency suggestions

4. Target audience

C. How will you select media vehicle?

1. By Product

2. By Brand name

3. Target audience

4. Depending on Budget

D. Which type of media vehicle would you prefer most of the times?

1. Electronic media

2. Print media

3. Radio

4. Other media

E. Which type of electronic media vehicles you prefer?

1. Entertainment

2. Infotainment

F. How will you estimate the standards in electronic media?

1. TAM rating

2. Personal relationship

3. Audience Survey

4. Research institutions

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G. How will you decide the Frequency?

1. By Product

2. By Brand name

3. Target audience

4. Depending on Budget

5. Depending on Competitors

11.8.3 QUESTIONNAIRE FOR AUDIENCE:

1. Do you have TV in your home?

1. Yes

2. No

2. Which kind of channels would you like to watch?

1. Infotainment channels

2. Entertainment channels

3. Which kind of programs would you prefer to watch?

1. News

2. Movies

3. Serials

4. Sports

4. Would you watch TV regularly?

1. Yes

2. No

5. How much time you will spend in watching TV?1. 2 hours/day2. 3 hours/day3. 4 hours/day4. More than 4 hours

6. At what time you feel comfortable in watching TV?

1. Morning time

2. Afternoon time

3. Evening time

4. Night time

7. Which language channels generally you prefer?

1. Telugu

2. Hindi

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3. English

4. Others

8. How you feel about the advertisements in TV channels?

1. Good

2. Bad

3. Disgusting

4. Nothing

9. Would you switch over the channel when advertisement comes?

1. Yes

2. No

10. Do you think creative ads can attract the audience?

1. Yes

2. No

11. How many ads you watch every day?

1. Four

2. Five

3. Six

4. More than six

12. How many of them can you remember while buying the product?

1. Very few

2. Few

3. All

4. No one

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11.9 ANALYSIS AND INTERPRETATION

* Out of 200 Audiences only 160 are responded to the questionnaire.

1. Which news channel do you like to watch?

TV9 42

ETV 2 35

TV5 27

NTV 23

I News 18

Others 15

TIME Respondents in

(%)

Night 50%

Morning 25%

Mid day 12%

Evening 13%

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2. Which part of the day you watch more time?

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3. What is your preference in watching news channel?

* one point is given for each person opinion

Interpretation:

When asked the respondents about the purchasing preference in ice-creams

1st preference they given for content with 65 points.

2nd preference they given for brand name with 45 points.

3rd preference they given for Quality with 37 points.

4rt preference they given for others with 13 points.

Attributes Total ranking

points

Ranking

preference

Content 65 1st

Brand name 45 2nd

Quality 37 3rd

Others 13 4th

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4. How do you feel about the Programs of HY TV?

Interpretation:

When asked the respondents about the satisfactory levels- 48% of the Customers

Feel Reasonable, 20% of the customers feel highly satisfied, 28% of the customer

Feel Low, 4% of the customer feel Very Highly satisfied.

5. What is your opinion on the HY TV?

Satisfaction level Respondents in (%)

Very high 4%

High 20%

Reasonable 48%

Low 28%

Opinion on HY

TV

Respondents in

(%)

Very good 10%

Good 24%

Average 66%

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6. Which Type of Programs you like more?

Programs Respondents in

(%)

Serials 29%

Sports 17%

Current

affairs

(News)

37%

Movies 17%

Opinion on the

availability

Respondents

in(%)

Very Frequent 12%

Frequent 20%

Rare 41%

Not Available 27%

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7. What is your opinion on the availability of HY TV in DTH setup box?

Interpretation:

When asked the Customers about the Availability of HY TV-

20% of the people responded for frequently available,

41% for rarely Available in the market,

12% for Very frequently available,

27% of the people responded for not available.

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8. Will you suggest your friends, Relatives, Neighbors to watch HY TV?

Suggest No of

Respondents (%)

Yes 55%

No 45%

Interpretation:

From the respondents opinion –

55% of the customers are like to suggest this Channel to their friends, relatives,

neighbors, But 45% of the respondents are not like to suggest this channel to their

friends, relatives, neighbors.

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9. Are you looking for new Creative programs?

Interpretation:

28 % of the respondents are satisfied with the Available Programs,

72% of the respondents are asking for new Creative programs

New

Programs

No of

Respondents (%)

Yes 72

No 28

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10. Can you recall punch line of “HY TV”? (Feel the pulse)

Recall punch line No of Respondents in

(%)

No 79%

Yes 21%

Interpretation:

The study shows that 21% of the respondents were able to recall the Punch Line of

HY TV, But 79% of respondents are responded for No for Recall the Punch line of HY

TV.

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12. SUGGESTIONS

1. It has been observed from the study is that more importance is given to Place

the channel at cable operators, MSO and ISO. But failed to create awareness

among the people about the channel, when survey is done most of the

people responded that they don’t know about the channel.

2. Next to the Distribution, brand name is plying important role in even though

HY TV belongs to a big group, it is failed to put its brand name in Audience

mind.

3. It has been observed that most number of respondents don’t aware of the

available programs of HY TV. So advertisement should be based on the

programs.

4. In most of the rural areas HY TV is not available. So improve the distribution

channels in the rural areas.

5. It is more important to attract MSOs to improve the distribution levels, as a

newly launched channel first of all increasing distribution is a big task,

because operators will demand more money to place the channel.

6. Introduce more number of varieties in the Programs and increase the

duration of existing successful programs to attract the Audience.

7. The competitors are providing special programs on hot topics like IPL,

Elections, Top educational institutions etc. HY TV is not too good in these

types of programs.

8. As the level is main competitors in media industry, there is a need to focus on

competitor analysis and to take decision to get competitive advantage.

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13. CONCLUSION

1. On the basis of analysis, respondents given first preference to Content, so to

attract the audience good content should be there.

2. On the basis of analysis, it is found that its competitors are using new

strategies to attract audience but HY TV is lagging behind in creative

programming.

3. Most of the people are not aware of the HY TV.

4. Ad agencies look for TAM ratings to give Ads but HY TV have not subscribed

to TAM yet.

5. Nearly 50% of the respondents are showing interest to watch Telugu

channels, second preference is English, and very few respondents are

watching Hindi channels.

6. Very few number of respondents responded that they are satisfied with

existing programs; more number of respondents are looking for creative

programs.

7. The Audience wants to improve the distribution channels in the rural areas

also.

8. Nearly 80% of the Audience are unable to recall the punch line (“feel the

pulse”) of HY TV.

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14. BIBLIOGRAPHY

Books referred

1) Principles of marketing ---------- Philip kotler & Gray Armstrong

2) Consumer behavior ------------ Leon.G.Schiffman

Leslie Lazar Kanuk

3) Marketing research ----------- G.C.Beri

4) Modern advertising management---- J.N.JAIN, P.P.SINGH

Journals ‘n’ Magazines

Business World

Business Today

Advertisement ‘n’ Marketing

Websites:

www.thesmartmanager.com

www.network18.com

www.indiainfoline.com

www.trends-in-newsrooms.org

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