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

One-Stop Web Solutions Company And Full-Cycle Development Services

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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