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Transcript of MA 91 Preetham Newrtytytsjfbkmfsffdsffsdfasdfsaf
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EFFECTIVENESS OF ADVERTISEMENT
INTRODUCTION
In a competitive market place where the Consumer la!s a Vital role" The success
or #ailure o# an or$ani%ation is lar$el! &epen&ent on the purchasin$ capacit! o# the
customer" 'e nee& to satis#! wants an& nee&s &epen&s upon the consumer perception"
erception will var! #rom person to person an& pro&uct (service to pro&uct (services"
erception is the process )! which or$anisms interpret an& or$ani%e sensation to
pro&uce a meanin$#ul e*perience o# the worl&" Sensation usuall! re#ers to the imme&iate +
relativel! unprocesse& result o# stimulation o# sensor! receptors in the e!e+ ears+ nose
+ton$ue + or skin"
An a&vertisin$ messa$e is $ui&e& )! the ,a&vertisin$ or cop! plat#orm+, which is a
com)ination o# the marketin$ o)-ectives+ cop!+ art+ an& pro&uction values" This
com)ination is )est reali%e& a#ter the tar$et consumer has )een anal!%e&+ the pro&uct
concept has )een esta)lishe&+ an& the me&ia an& vehicles have )een chosen" At this point+
the a&vertisin$ messa$e can )e &irecte& at a ver! concrete au&ience to achieve ver!
speci#ic $oals" .iam an& Schewe liste& three ma-or areas that an a&vertiser shoul&
consi&er when en&eavorin$ to &evelop an e##ective ,a&vertisin$ plat#orm,/
'hat are the pro&uct0s uni1ue #eatures2
.ow &o consumers evaluate the pro&uct2 'hat is likel! to persua&e them to
purchase the pro&uct2
.ow &o competitors rank in the e!es o# the consumer2 Are there an! weaknesses
in their positions2 'hat are their stren$ths2
Most )usiness consultants recommen& emplo!in$ an a&vertisin$ a$enc! to create the art
work an& write the cop!" .owever+ man! small )usinesses &on0t have the up3#ront capital
to hire such an a$enc!+ an& there#ore nee& to create their own a&vertisin$ pieces" 'hen
&oin$ this a )usiness owner nee&s to #ollow a #ew important $ui&elines"
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EFFECTIVENESS OF ADVERTISEMENT
COPY 'hen composin$ a&vertisin$ cop! it is crucial to remem)er that the primar! aim
is to communicate in#ormation a)out the )usiness an& its pro&ucts an& services" The
,sellin$ proposal, can act as a )lueprint here+ ensurin$ that the a&vertisin$ #its the overall
marketin$ o)-ectives" Man! companies utili%e a theme or a slo$an as the centerpiece o#
such e##orts+ emphasi%in$ ma-or attri)utes o# the )usiness0s pro&ucts or services in the process" 4ut as .iam an& Schewe caution+ while ,somethin$ must )e use& to animate the
theme 5care must )e taken not to lose the un&erl!in$ messa$e in the pursuit o#
memora)le a&vertisin$",
'hen writin$ the cop!+ &irect lan$ua$e 6sa!in$ e*actl! what !ou mean in a positive+
rather than ne$ative manner7 has )een shown to )e the most e##ective" The theor! here is
that the less the au&ience has to interpret+ or unravel the messa$e+ the easier the messa$e
will )e to rea&+ un&erstan&+ an& act upon" As 8err! Fisher o)serve&
in Entrepreneur, ,Two3s!lla)le phrases like 0#ree )ook+0 0#ast help+0 an& 0lose wei$ht0 are
the kin& o# a&vertisin$ messa$es that &on0t nee& to )e rea& to )e e##ective" 4! that I mean
the! are so eas! #or the )rain to interpret as a whole thou$ht that the!0re 0rea&0 in an e!e
)link rather than as linear ver)ia$e" So #or an a&vertiser tr!in$ to $et attention in a worl&
awash in a&vertisin$ ima$es+ it makes sense to tr! this messa$e3in3an3e!e3)link route to
the pu)lic consciousness9)e it #or a sales slo$an or even a pro&uct name",
The cop! content nee&s to )e clearl! written+ #ollowin$ conventional $rammatical
$ui&elines" O# course+ e##ective hea&in$s allow the rea&er to $et a sense o# the
a&vertisement0s central theme without havin$ to rea& much o# the cop!" An a&vertisement
that has ,:;< O##, in )ol& )lack letters is not -ust eas! to rea&+ )ut it is also eas! to
un&erstan&"
ART WORK AND LAYOUT
Small )usiness owners also nee& to consi&er the visual rhetoric o# the
a&vertisement+ which simpl! means that the entire a&vertisement+ inclu&in$ )lank space+
shoul& have meanin$ an& lo$ic" Most in&ustr! e*perts recommen& that a&vertisers use
short para$raphs+ lists+ an& catch! illustrations an& $raphics to )reak up an& supplement
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EFFECTIVENESS OF ADVERTISEMENT
the te*t an& make the &ocument )oth visuall! invitin$ an& eas! to un&erstan&"
Remem)er+ an a&vertisement has to capture the rea&er0s attention 1uickl!"
ADVERTISING BUDGET
The a&vertisin$ )u&$et can )e written )e#ore or a#ter a )usiness owner has
&evelope& the a&vertisin$ strate$!" 'hen to make a )u&$et &ecision &epen&s on the
importance o# a&vertisin$ an& the resources availa)le to the )usiness" I#+ #or instance+ a
)usiness knows that the! onl! have a certain amount o# mone! #or a&vertisin$ then the
)u&$et will ten& to &ictate what a&vertisin$ is &evelope& an& what the overall marketin$
o)-ectives will )e" On the other han&+ i# a )usiness has the resources availa)le+ the
a&vertisin$ strate$! can )e &evelope& to meet pre&etermine& marketin$ o)-ectives" For
small )usinesses+ it is usuall! )est to put to$ether an a&vertisin$ )u&$et earl! in thea&vertisin$ process"
The #ollowin$ approaches are the most common metho&s o# &evelopin$ an e##ective
)u&$et" All the metho&s liste& are pro$ressive ones that look to perpetuate $rowth/
ercenta$e o# #uture or past sales
Competitive approach
Market share
All availa)le #un&s
The task or o)-ective approach
The easiest approach9an& thus the one that is most o#ten use&9is the percenta$e
o# #uture or past sales metho&" Most in&ustr! e*perts recommen& )asin$ spen&in$ on
anticipate& sales+ in or&er to ensure $rowth" 4ut #or a small )usiness+ where survival ma!
)e a )i$$er concern than $rowth+ )asin$ the a&vertisin$ )u&$et on past sales is o#ten a
more sensi)le approach to take"
METHODS OF ADVERTISING
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EFFECTIVENESS OF ADVERTISEMENT
Small )usiness owners can choose #rom two opposite philosophies when preparin$ their
a&vertisin$ strate$!" The #irst o# these+ sometimes calle& the push metho&+ is a stance
wherein an a&vertiser tar$ets retail esta)lishments in or&er to esta)lish or )roa&en a
market presence" The secon& option+ sometimes calle& the pull metho&+ tar$ets en&3users
6consumers7+ who are e*pecte& to ask retailers #or the pro&uct an& thus help ,pull, itthrou$h the channel o# &istri)ution" O# course+ man! )usinesses emplo! some h!)ri& o#
the two when puttin$ to$ether their a&vertisin$ strate$!"
PUSH METHOD The aim o# the push metho& is to convince retailers+ salespersons+ or
&ealers to carr! an& promote the a&vertiser0s pro&uct" This relationship is achieve& )!
o##erin$ in&ucements+ such as provi&in$ a&vertisin$ kits to help the retailer sell the
pro&uct+ o##erin$ incentives to carr! stock+ an& &evelopin$ tra&e promotions"
PULL METHOD The aim o# the pull metho& is to convince the tar$et consumer to tr!+
purchase+ an& ultimatel! repurchase the pro&uct" This process is achieve& )! &irectl!
appealin$ to the tar$et consumer with coupons+ in3store &ispla!s+ an& sweepstakes"
ANALYZING ADVERTISING RESULTS
Man! small )usinesses are &istressin$l! la* in takin$ steps to monitor whether
their a&vertisin$ e##orts are havin$ the &esire& e##ect" Instea&+ the! simpl! throw acampai$n out there an& hope #or the )est+ rel!in$ on a $eneral sense o# compan! health
when &eterminin$ whether to continue+ terminate+ or make a&-ustments to a&vertisin$
campai$ns" These small )usiness owners &o not seem to reco$ni%e that m!ria& #actors
can in#luence a )usiness0s #ortunes 6re$ional economic straits+ arrival o# new competition+
seasonal )u!in$ #luctuations+ etc"7" The small )usiness owner who &oes not )other to
a&e1uatel! anal!%e his or her a&vertisin$ e##orts runs the &an$er o# throwin$ awa! a
per#ectl! $oo& a&vertisin$ strate$! 6or retainin$ a &reaul one7 i# he or she is una)le to
&etermine whether )usiness upturns or &ownturns are &ue to a&vertisin$ or some other
#actor"
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EFFECTIVENESS OF ADVERTISEMENT
INDUSTRY PROFILE
This is stu&! entitle& A STUDY ON EFFECTIVENESS OF
ADVERTISEMENT WITH REFERENCE TO VASANTH & CO, CHENNAI. It
aims at knowin$ the e##ectiveness o# the a&vertisement in various Me&ias" The stu&! is
&escriptive t!pe o# research &esi$n has )een use& to cover the peoples in the Chennai cit!"
For this stu&! the samples &esi$ne& is simple ran&om samplin$ which is chosen #rom
various places insi&e the Chennai cit!" The primar! &ata was collecte& throu$h
1uestionnaire usin$ simple Ran&om samplin$ metho&"
The secon&ar! &ata has )een collecte& #rom the internet+ -ournals+ an& )ooks" The
collecte& &ata has )een ph!sicall! represente& usin$ )ar &ia$ram"
The &ata was anal!%e& an& interpretations were ma&e" It has helpe& to know a)out the
e##ectiveness o# a&vertisement amon$ the peoples in the Chennai cit!
The ma-orit! o# the respon&ents are aware o# the a&vertisin$ provi&e& )! the compan!"
The appropriate su$$estions have )een ma&e+ which implemente& woul& increase the
e##icienc! o# the compan!
A&vertisin$ is a service rather than a pro&uct+ ever! multi national companies spen&
)illions o# their mone! to reach ever! possi)le consumer= it is the #ast $rowin$ se$ment
where an eas! reach o# the consumer is ma&e" Man! retail outlets in In&ia are movin$
towar&s the mass se$ment amon$ the In&ian consumers
The companies hi$hest aim is to make awareness amon$ all potential
consumers+ such attempt is )! the one o# the richest retail outlet >VASANT. ? CO an&also to continue as a no" @ &ealer in consumer &ura)le
There )! promotin$ their various pro&ucts throu$h various Me&ias to reach their
customers an& to attract new customers"
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EFFECTIVENESS OF ADVERTISEMENT
So i# the a&vertisement is ma&e e##ective with $oo& attraction then the customers
will $o a#ter it" Such concept is #ollowe& )! ever! compan!"
The or$ani%ation ha& ma&e all its e##orts to reach the ma*imum pu)lic throu$h out all
me&ia" It ha& ma&e an attempt to a&vertise in television+ various Me&ias an& #oun& to )e
much success#ul in its attempt" The researcher in this stu&! ha& ma&e an attempt to stu&!
the possi)le reach o# the VASANT. ? CO a&vertisement amon$ the peoples in the
C.ENNAI cit!"
A&vertisement+ to&a! is not -ust a mere &issemination o# in#ormation a)out !our pro&ucts
an& services to !our tar$et customers" It is a pro-ection o# !our ima$e+ a )ran& )uil&in$
e*ercise an& a me&ium to pro-ect !our &i##erentiation to sta! ahea& o# the competition"
An& it all starts #rom scratch" That is wh! Cr!stal .ues imite& 6C. 7 provi&es
inte$rate& a&vertisin$ a$enc! services to inclu&e the entire $amut o# services that !ou
re1uire to &eliver a comprehensive an& all pervasive a&vertisin$ an& promotion
campai$n" Services o##ere& )! C. inclu&e Creative services+ Content services an&
romotion services &elivere& across the various me&iums o# communication+ )e it
conventional printin$ press+ online Internet me&ia+ multime&ia avenues+ events an& on3
roa& shows an& events"
C. Bs creative services inclu&e &esi$nin$ an& &evelopin$ lo$os+ a&vertisements+
)rochures+ we)sites+ multime&ia presentations etc"+ in an! lan$ua$e !ou re1uire" Content
services inclu&e provi&in$ care#ull! chosen an& appropriate content #or !our
re1uirements o# a&vertisements+ translation an& locali%ation" The romotion services
inclu&e promotin$ !our a&vertisements over the various me&iums o# communication+
inclu&in$ on3#iel& promotion an& promotion over the Internet"
A&vertisin$ services provi&e& )! Cry !"# H$% CHL' involves mass communication
e*perts+ concept &evelopers+ visuali%ers+cop! writers + $raphic &esi$ners an&&omain
e*perts in pu)lishin$ technolo$ies+ multime&ia + electronic me&ia an& internet
technolo$ies" C. team o# over @;; pro#essionals also )rin$ the marketin$ e*perience
an& consumer insi$hts $aine& over the last ; !ears a&vertisin$ an& marketin$ #or more
than +;;; clients across &iverse #iel&s an& pro&uct ran$e"
V.C.R INSTITUE OF MANAGEMENT STUDIES Page
http://www.crystalhues.com/copywriting-services.asphttp://www.crystalhues.com/graphic-designing.asphttp://www.crystalhues.com/graphic-designing.asphttp://www.crystalhues.com/domain-name-registration.asphttp://www.crystalhues.com/domain-name-registration.asphttp://www.crystalhues.com/multimedia-presentations.asphttp://www.crystalhues.com/copywriting-services.asphttp://www.crystalhues.com/graphic-designing.asphttp://www.crystalhues.com/domain-name-registration.asphttp://www.crystalhues.com/domain-name-registration.asphttp://www.crystalhues.com/multimedia-presentations.asp -
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EFFECTIVENESS OF ADVERTISEMENT
N%( )")%r , M"*"+ -%
ress a&vertisements reach out to lar$e $roups o# au&ience+ inclu&in$ the active as well as
the passive t!pes o# customers" A speciali%e& approach is re1uire& #or &evelopin$ press
a&vertisements i# the! have to make contact with &istinct t!pes o# customers"
es+ Cry !"# H$% can make this lar$er e##ort a #iner an& closer e*perience #or !our
customers+ helpin$ them encircle their interest aroun& !our pro&uct"
T%#% /-, R"0 /
Electronic #orms o# me&ia such as the television an& the ra&io are more e*pressive meanso# mass marketin$+ reachin$ out to )oth the e&ucate& as well as the less e&ucate&
customers" Thou$h a #orm o# AT + electronic me&ia has a &i##erent )or&erline #rom press
a&vertisement an& out&oor pu)licit!" The precise reason wh!+ the e*pert a&vertisers
at Cry !"# H$% have the ri$ht an& relevant e*perience in a&&ressin$ these intricacies o#
communication" 'e have the skills to assess the lar$er+ )ut varie& $roups at the other si&e
o# the screen an& comprehen& what the! un&erstan&"
O$!0//r )$1# 2 !y
Out&oor pu)licit! looks at an au&ience+ which is more &iverse !et approacha)le" The
challen$e is to place messa$es an& $raphics customi%e& to the speci#ic out&oors
environment" Visuall! com#ortin$+ appealin$ an& necessit!3&riven are some o# the
un&erl!in$ canons o# pu)licit! that Cr!stal .ues uses while $eneratin$ out&oor pu)licit!
#or !our pro&ucts" Cry !"# H$% is involve& in creatin$ e*tensive out&oor pu)licit! #or
clients" 'e have $ot speciali%e& knowle&$e in )rin$in$ out )ill)oar&s+ hoar&in$s+
)anners+ si$n)oar&s+ wall paintin$s+ etc"
Comprehensive an& inte$rate& a&vertisin$ is the necessit! to&a!+ when &i##erentiation+
e*perience an& emotion are the onl! relevant tools #or a&vertisin$" C. teams o#
pro#essionals an& &omain e*perts &eliver a&vertisin$ services across various $eo$raphic
markets an& me&ium o# communication )e it conventional press+ &i$ital me&ia+
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EFFECTIVENESS OF ADVERTISEMENT
electronic me&ia an& internet me&ia an& cut across lan$ua$e an& culture o# an! countr!"
C. a&vertisin$ services are $eare& to &eliver the )est availa)le in the in&ustr! an& at
surprisin$l! reasona)le costs"
An n a&vertisin$ strate$! is a campai$n &evelope& to communicate i&eas a)out pro&ucts
an& services to potential consumers in the hopes o# convincin$ them to )u! those
pro&ucts an& services" This strate$!+ when )uilt in a rational an& intelli$ent manner+ will
re#lect other )usiness consi&erations 6overall )u&$et+ )ran& reco$nition e##orts7 an&
o)-ectives 6pu)lic ima$e enhancement+ market share $rowth7 as well" As Portable MBA
in Marketing authors Ale*an&er .iam an& Charles D" Schewe state&+ a )usiness0s
a&vertisin$ strate$! ,&etermines the character o# the compan!0s pu)lic #ace", Even thou$h
a small )usiness has limite& capital an& is una)le to &evote as much mone! to a&vertisin$
as a lar$e corporation+ it can still &evelop a hi$hl! e##ective a&vertisin$ campai$n" Theke! is creative an& #le*i)le plannin$+ )ase& on an in&epth knowle&$e o# the tar$et
consumer an& the avenues that can )e utili%e& to reach that consumer"
To&a!+ most a&vertisin$ strate$ies #ocus on achievin$ three $eneral $oals+ as the Small
4usiness A&ministration in&icate& in
Advertising Your Business:
@7 romote awareness o# a )usiness an& its pro&uct or services=
7 Stimulate sales &irectl! an& ,attract competitors0 customers,= an&
7 Esta)lish or mo&i#! a )usiness0 ima$e" In other wor&s+ a&vertisin$ seeks
to inform + persuade +and remind the consumer" 'ith these aims in min&+ most )usinesses
#ollow a $eneral process which ties a&vertisin$ into the other promotional e##orts an&
overall marketin$ o)-ectives o# the )usiness"
STAGES OF ADVERTISING STRATEGY
As a )usiness )e$ins+ one o# the ma-or $oals o# a&vertisin$ must )e to $enerate awareness
o# the )usiness an& its pro&ucts" Once the )usiness0 reputation is esta)lishe& an& its
pro&ucts are positione& within the market+ the amount o# resources use& #or a&vertisin$
will &ecrease as the consumer &evelops a kin& o# lo!alt! to the pro&uct" I&eall!+ this
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EFFECTIVENESS OF ADVERTISEMENT
esta)lishe& an& ever3$rowin$ consumer )ase will eventuall! ai& the compan! in its
e##orts to carr! their a&vertisin$ messa$e out into the market+ )oth throu$h its purchasin$
actions an& its testimonials on )ehal# o# the pro&uct or service"
Essential to this rather a)stract process is the &evelopment o# a ,positionin$ statement+,
as &e#ine& )! eral& E" .ills in ,Marketin$ Option an& Marketin$, in The Portable MBA
in Entrepreneurship / ,A 0positionin$ statement0 e*plains how a compan!0s pro&uct 6or
service7 is &i##erentiate& #rom those o# ke! competitors", 'ith this statement+ the )usiness
owner turns intellectual o)-ectives into concrete plans" In a&&ition+ this statement acts as
the #oun&ation #or the &evelopment o# a sellin$ proposal+ which is compose& o# the
elements that will make up the a&vertisin$ messa$e0s ,cop! plat#orm", This plat#orm
&elineates the ima$es+ cop!+ an& art work that the )usiness owner )elieves will sell the
pro&uct"
'ith these concrete o)-ectives+ the #ollowin$ elements o# the a&vertisin$ strate$! nee& to
)e consi&ere&/ tar$et au&ience+ pro&uct concept+ communication me&ia+ an& a&vertisin$
messa$e" These elements are at the core o# an a&vertisin$ strate$!+ an& are o#ten re#erre&
to as the ,creative mi*", A$ain+ what most a&vertisers stress #rom the )e$innin$ is clear
plannin$ an& #le*i)ilit!" An& ke! to these aims is creativit!+ an& the a)ilit! to a&apt to
new market tren&s" A ri$i& a&vertisin$ strate$! o#ten lea&s to a loss o# market share"
There#ore+ the core elements o# the a&vertisin$ strate$! nee& to mi* in a wa! that allowsthe messa$e to envelope the tar$et consumer+ provi&in$ ample opportunit! #or this
consumer to )ecome ac1uainte& with the a&vertisin$ messa$e"
TARGET CONSUMER
The tar$et consumer is a comple* com)ination o# persons" It inclu&es the person
who ultimatel! )u!s the pro&uct+ as well as those who &eci&e what pro&uct will )e
)ou$ht 6)ut &on0t ph!sicall! )u! it7+ an& those who in#luence pro&uct purchases+ such as
chil&ren+ spouse+ an& #rien&s" In or&er to i&enti#! the tar$et consumer+ an& the #orces
actin$ upon an! purchasin$ &ecision+ it is important to &e#ine three $eneral criteria in
relation to that consumer+ as &iscusse& )! the Small 4usiness A&ministration/
Demo$raphics9A$e+ $en&er+ -o)+ income+ ethnicit!+ an& ho))ies"
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EFFECTIVENESS OF ADVERTISEMENT
4ehaviors9'hen consi&erin$ the consumers0 )ehavior an a&vertiser nee&s to e*amine
the consumers0 awareness o# the )usiness an& its competition+ the t!pe o# ven&ors an&
services the consumer currentl! uses+ an& the t!pes o# appeals that are likel! to convince
the consumer to $ive the a&vertiser0s pro&uct or service a chance"
Nee&s an& Desires9.ere an a&vertiser must &etermine the consumer nee&s9)oth in
practical terms an& in terms o# sel#3ima$e+ etc"9an& the kin& o# pitch(messa$e that will
convince the consumer that the a&vertiser0s services or pro&ucts can #ul#ill those nee&s"
PRODUCT CONCEPT
The pro&uct concept $rows out o# the $ui&elines esta)lishe& in the ,positionin$
statement", .ow the pro&uct is positione& within the market will &ictate the kin& o#
values the pro&uct represents+ an& thus how the tar$et consumer will receive that pro&uct"
There#ore+ it is important to remem)er that no pro&uct is -ust itsel#+ )ut+ as Courtlan& "
4ovee an& 'illiam F" Arens state& in Contemporary Advertising + a ,)un&le o# values,
that the consumer nee&s to )e a)le to i&enti#! with" 'hether couche& in presentations that
emphasi%e se*+ humor+ romance+ science+ masculinit!+ or #emininit!+ the consumer must
)e a)le to )elieve in the pro&uct0s representation"
COMMUNICATION MEDIA
The communication me&ia is the means )! which the a&vertisin$ messa$e is
transmitte& to the consumer" In a&&ition to marketin$ o)-ectives an& )u&$etar! restraints+
the characteristics o# the tar$et consumer nee& to )e consi&ere& as an a&vertiser &eci&es
what me&ia to use" The t!pes o# me&ia cate$ories #rom which a&vertisers can choose
inclu&e the #ollowin$/
rint9 rimaril! newspapers 6)oth weekl! an& &ail!7 an& ma$a%ines"
Au&io9FM an& AM ra&io"
Vi&eo9 romotional vi&eos+ in#omercials"
'orl& 'i&e 'e)"
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EFFECTIVENESS OF ADVERTISEMENT
Direct mail"
Out&oor a&vertisin$94ill)oar&s+ a&vertisements on pu)lic transportation 6ca)s+
)uses7"
A#ter &eci&in$ on the me&ium that is @7 #inanciall! in reach+ an& 7 most likel! to reachthe tar$et au&ience+ an a&vertiser nee&s to sche&ule the )roa&castin$ o# that a&vertisin$"
The me&ia sche&ule+ as &e#ine& )! .ills+ is ,the com)ination o# speci#ic times 6#or
e*ample+ )! &a!+ week+ month7 when a&vertisements are inserte& into me&ia vehicles an&
&elivere& to tar$et au&iences",
ADVERTISING MESSAGE
An a&vertisin$ messa$e is $ui&e& )! the ,a&vertisin$ or cop! plat#orm+, which isa com)ination o# the marketin$ o)-ectives+ cop!+ art+ an& pro&uction values" This
com)ination is )est reali%e& a#ter the tar$et consumer has )een anal!%e&+ the pro&uct
concept has )een esta)lishe&+ an& the me&ia an& vehicles have )een chosen" At this point+
the a&vertisin$ messa$e can )e &irecte& at a ver! concrete au&ience to achieve ver!
speci#ic $oals" .iam an& Schewe liste& three ma-or areas that an a&vertiser shoul&
consi&er when en&eavorin$ to &evelop an e##ective ,a&vertisin$ plat#orm,/
'hat are the pro&uct0s uni1ue #eatures2
.ow &o consumers evaluate the pro&uct2 'hat is likel! to persua&e them to
purchase the pro&uct2
.ow &o competitors rank in the e!es o# the consumer2 Are there an! weaknesses
in their positions2 'hat are their stren$ths2
Most )usiness consultants recommen& emplo!in$ an a&vertisin$ a$enc! to create the art
work an& write the cop!" .owever+ man! small )usinesses &on0t have the up3#ront capital
to hire such an a$enc!+ an& there#ore nee& to create their own a&vertisin$ pieces" 'hen
&oin$ this a )usiness owner nee&s to #ollow a #ew important $ui&elines"
COPY 'hen composin$ a&vertisin$ cop! it is crucial to remem)er that the primar! aim
is to communicate in#ormation a)out the )usiness an& its pro&ucts an& services" The
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,sellin$ proposal, can act as a )lueprint here+ ensurin$ that the a&vertisin$ #its the overall
marketin$ o)-ectives" Man! companies utili%e a theme or a slo$an as the centerpiece o#
such e##orts+ emphasi%in$ ma-or attri)utes o# the )usiness0s pro&ucts or services in the
process" 4ut as .iam an& Schewe caution+ while ,somethin$ must )e use& to animate the
theme 5care must )e taken not to lose the un&erl!in$ messa$e in the pursuit o# memora)le a&vertisin$",
'hen writin$ the cop!+ &irect lan$ua$e 6sa!in$ e*actl! what !ou mean in a positive+
rather than ne$ative manner7 has )een shown to )e the most e##ective" The theor! here is
that the less the au&ience has to interpret+ or unravel the messa$e+ the easier the messa$e
will )e to rea&+ un&erstan&+ an& act upon" As 8err! Fisher o)serve&
in Entrepreneur, ,Two3s!lla)le phrases like 0#ree )ook+0 0#ast help+0 an& 0lose wei$ht0 are
the kin& o# a&vertisin$ messa$es that &on0t nee& to )e rea& to )e e##ective" 4! that I mean
the! are so eas! #or the )rain to interpret as a whole thou$ht that the!0re 0rea&0 in an e!e
)link rather than as linear ver)ia$e" So #or an a&vertiser tr!in$ to $et attention in a worl&
awash in a&vertisin$ ima$es+ it makes sense to tr! this messa$e3in3an3e!e3)link route to
the pu)lic consciousness9)e it #or a sales slo$an or even a pro&uct name",
The cop! content nee&s to )e clearl! written+ #ollowin$ conventional $rammatical
$ui&elines" O# course+ e##ective hea&in$s allow the rea&er to $et a sense o# the
a&vertisement0s central theme without havin$ to rea& much o# the cop!" An a&vertisement
that has ,:;< O##, in )ol& )lack letters is not -ust eas! to rea&+ )ut it is also eas! to
un&erstan&"
ART WORK AND LAYOUT
Small )usiness owners also nee& to consi&er the visual rhetoric o# the
a&vertisement+ which simpl! means that the entire a&vertisement+ inclu&in$ )lank space+
shoul& have meanin$ an& lo$ic" Most in&ustr! e*perts recommen& that a&vertisers use
short para$raphs+ lists+ an& catch! illustrations an& $raphics to )reak up an& supplement
the te*t an& make the &ocument )oth visuall! invitin$ an& eas! to un&erstan&"
Remem)er+ an a&vertisement has to capture the rea&er0s attention 1uickl!"
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ADVERTISING BUDGET The a&vertisin$ )u&$et can )e written )e#ore or a#ter a
)usiness owner has &evelope& the a&vertisin$ strate$!" 'hen to make a )u&$et &ecision
&epen&s on the importance o# a&vertisin$ an& the resources availa)le to the )usiness" I#+
#or instance+ a )usiness knows that the! onl! have a certain amount o# mone! #or
a&vertisin$ then the )u&$et will ten& to &ictate what a&vertisin$ is &evelope& an& whatthe overall marketin$ o)-ectives will )e" On the other han&+ i# a )usiness has the
resources availa)le+ the a&vertisin$ strate$! can )e &evelope& to meet pre&etermine&
marketin$ o)-ectives" For small )usinesses+ it is usuall! )est to put to$ether an
a&vertisin$ )u&$et earl! in the a&vertisin$ process"
The #ollowin$ approaches are the most common metho&s o# &evelopin$ an e##ective
)u&$et" All the metho&s liste& are pro$ressive ones that look to perpetuate $rowth/
ercenta$e o# #uture or past sales
Competitive approach
Market share
All availa)le #un&s
The task or o)-ective approach
The easiest approach9an& thus the one that is most o#ten use&9is the percenta$e o#
#uture or past sales metho&" Most in&ustr! e*perts recommen& )asin$ spen&in$ on
anticipate& sales+ in or&er to ensure $rowth" 4ut #or a small )usiness+ where survival ma!
)e a )i$$er concern than $rowth+ )asin$ the a&vertisin$ )u&$et on past sales is o#ten a
more sensi)le approach to take"
METHODS OF ADVERTISING
Small )usiness owners can choose #rom two opposite philosophies when preparin$ their
a&vertisin$ strate$!" The #irst o# these+ sometimes calle& the push metho&+ is a stance
wherein an a&vertiser tar$ets retail esta)lishments in or&er to esta)lish or )roa&en a
market presence" The secon& option+ sometimes calle& the pull metho&+ tar$ets en&3users
6consumers7+ who are e*pecte& to ask retailers #or the pro&uct an& thus help ,pull, it
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throu$h the channel o# &istri)ution" O# course+ man! )usinesses emplo! some h!)ri& o#
the two when puttin$ to$ether their a&vertisin$ strate$!"
PUSH METHOD The aim o# the push metho& is to convince retailers+ salespersons+ or
&ealers to carr! an& promote the a&vertiser0s pro&uct" This relationship is achieve& )!
o##erin$ in&ucements+ such as provi&in$ a&vertisin$ kits to help the retailer sell the
pro&uct+ o##erin$ incentives to carr! stock+ an& &evelopin$ tra&e promotions"
PULL METHOD The aim o# the pull metho& is to convince the tar$et consumer to tr!+
purchase+ an& ultimatel! repurchase the pro&uct" This process is achieve& )! &irectl!
appealin$ to the tar$et consumer with coupons+ in3store &ispla!s+ an& sweepstakes"
ANALYZING ADVERTISING RESULTS
Man! small )usinesses are &istressin$l! la* in takin$ steps to monitor whether their
a&vertisin$ e##orts are havin$ the &esire& e##ect" Instea&+ the! simpl! throw a campai$n
out there an& hope #or the )est+ rel!in$ on a $eneral sense o# compan! health when
&eterminin$ whether to continue+ terminate+ or make a&-ustments to a&vertisin$
campai$ns" These small )usiness owners &o not seem to reco$ni%e that m!ria& #actors
can in#luence a )usiness0s #ortunes 6re$ional economic straits+ arrival o# new competition+
seasonal )u!in$ #luctuations+ etc"7" The small )usiness owner who &oes not )other to
a&e1uatel! anal!%e his or her a&vertisin$ e##orts runs the &an$er o# throwin$ awa! a
per#ectl! $oo& a&vertisin$ strate$! 6or retainin$ a &reaul one7 i# he or she is una)le to
&etermine whether )usiness upturns or &ownturns are &ue to a&vertisin$ or some other
#actor"
The onl! wa! to know with an! accurac! how !our a&vertisin$ strate$! is workin$ is to
ask the consumer+ the opinions o# whom can )e $athere& in several wa!s" Althou$h man!o# the trackin$ alternatives are 1uite speciali%e&+ re1uirin$ either a lar$e )u&$et or
e*tensive a&vertisin$ research e*pertise+ even small )usinesses can take steps to measure
the e##ectiveness o# their a&vertisin$ strate$ies" The &irect response surve! is one o# the
most accurate means o# measurin$ the e##ectiveness o# a compan!0s a&vertisin$ #or the
simple reason that it measures actual responses to a )usiness0s a&vertisements" Other
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ine*pensive options+ such as use o# re&eema)le coupons+ can also prove help#ul in
&eterminin$ the e##ectiveness o# an a&vertisin$ campai$n"
ADVERTISING AGENCIES
The &ecision whether or not to use an a&vertisin$ a$enc! &epen&s )oth on a compan!0s
a&vertisin$ strate$! an& its #inancial resources" An a$enc! has pro#essionals who can
or$ani%e+ create+ an& place a&vertisin$ so that it will meet esta)lishe& o)-ectives )etter
than most small )usinesses can &o on their own+ )ut o# course the e*pense associate&
with solicitin$ such talent is o#ten prohi)itive #or smaller companies" Still+ some small3
an& mi&3si%e& )usinesses have #oun& that a$encies can )e help#ul in shapin$ an&
monitorin$ a&vertisin$ strate$ies"
4ecause o# their resources an& e*pertise+ a$encies are use#ul when a )usiness is plannin$
a )roa& a&vertisin$ campai$n that will re1uire a lar$e amount o# resources" An
a&vertisin$ a$enc! can also help track an& anal!%e the e##ectiveness o# the a&vertisin$"
Some criteria to consi&er when choosin$ an a$enc! inclu&e si%e o# the a$enc!+ si%e o#
their clients 6small companies shoul& avoi& all!in$ themselves with a$encies with a lar$e
sta)le o# )i$ corporate clients so that the! are not treate& as a#terthou$hts7+ len$th o# timethat the principals have )een with the a$enc!+ the a$enc!0s $eneral a&vertisin$
philosoph!+ an& the primar! nature o# the a$enc!0s accounts 6are the! #amiliar with !our
in&ustr! an& the challen$es involve& in &i##erentiatin$ !our compan!0s pro&ucts or
services #rom others in that in&ustr!27"
ADVERTISING LAWS
The Fe&eral Tra&e Commission 6FTC7 protects consumers #rom &eceptive or mislea&in$a&vertisin$" Small )usiness owners shoul& )e #amiliar with the #ollowin$ laws+ which
pertain to marketin$ an& a&vertisin$ an& are en#orce& )! the Commission/
Consumer ro&uct Sa#et! Act9Outlines re1uire& sa#et! $ui&elines an& prohi)its
the sale o# harm#ul pro&ucts"
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Chil& rotection an& To! Sa#et! Act9 rohi)its the sale o# to!s known to )e
&an$erous"
Fair acka$in$ an& a)elin$ Act9Re1uires that all packa$e& pro&ucts contain a
la)el &isclosin$ all in$re&ients"
Antitrust aws9 rotects tra&e an& commerce #rom unlaw#ul restraints+ price
&eception+ price #i*in$+ an& monopolies"
Man! complaints a$ainst a&vertisers center on alle$e&l! &eceptive a&vertisements+ so
small )usiness consultants ur$e entrepreneurs an& )usiness owners to hee& the #ollowin$
$eneral rules o# thum)/
@" Avoi& writin$ a&s that make #alse claims or e*a$$erate the availa)ilit! o# the pro&uct or the savin$s the consumer will en-o!"
" Avoi& runnin$ out o# a&vertise& sale items" I# this &oes happen+ )usinesses shoul&
consi&er o##erin$ ,rain3checks, so that the consumer can purchase the item later at the
same re&uce& price"
" Avoi& callin$ a pro&uct ,#ree, i# it has cost closel! associate& with it" I# there are
costs associate& with the #ree item the! nee& to )e clearl! &isclose& in the a&"
Since a&vertisin$ is a comple* process+ an& )usiness law un&er$oes continual chan$e+
)usiness owners shoul& consult an attorne! )e#ore &istri)utin$ an! a&vertisin$"
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COMPANY PROFILE
V" "-!3 "-0 2/ esta)lishe& in the !ear @GH + In&iaBs No"@ Dealer in consumer
&ura)les+ have wi&e $eo$raphical presence in the southern part o# In&ia" It has a network
o# G showrooms operatin$ in almost all towns o# Tamilna&u an& one each in 4an$alore
an& on&icherr!" Since its inception the sales $raph o# the compan! has )een sloppin$
upwar& stea&il! an& to&a! it has earne& #or itsel# the envious position o# )ein$ an Rs" ":
4illion3turnover compan!"
Vasanth an& Co was esta)lishe& )! honora)le In&ian entrepreneur an& Tamil
Na&u overnment Mem)er o# e$islative Assem)l! 6M A7 Mr. H. V" "-!3"K$4"r "
.e is a #amous personalit! in the In&ian political an& entrepreneur space"
Mr" Vasanthakumar was )orn in Jan!akumari District in Tamil Na&u+ In&ia" In;;K+ he wrote a )ook title& Vetriko&i Jattu which was release& )! In&ian Famous Actor
Mr" Ra-inikanth" .e also runs a popular television channel 3 Vasanth TV "
V" "-!3 & C/ In&iaBs No"@ Dealer in consumer &ura)les has )een in the news all
the time #or creatin$ new recor&s in sales an& marketin$+ an& also #or )reakin$ its own
recor& to reach newer hei$hts" Vasanth ? Co" houses $lo)all! repute& )ran&s onl!+ all
un&er one roo#"
The $overnin$ principles o# Vasanth ? co" are sale o# 1ualit! an& stan&ar&
pro&ucts+ competitive price+ prompt &eliver!+ installation an& &emonstration+ a#ter3sales3
service+ prompt han&lin$ o# customer complaints+ consumer e&ucation
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http://www.assembly.tn.gov.in/gallery/galimages/ot/0222.htmhttp://www.hindu.com/2006/09/17/stories/2006091714000200.htmhttp://www.hindu.com/2006/09/17/stories/2006091714000200.htmhttp://www.vasanth.tv/http://www.assembly.tn.gov.in/gallery/galimages/ot/0222.htmhttp://www.hindu.com/2006/09/17/stories/2006091714000200.htmhttp://www.vasanth.tv/ -
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V" "-!3 & C/. views customer service an& solvin$ customer complaints as
e##ective wa!s to )uil& an& maintain customer )ase+ esta)lish customer rapport an& to
$enerate #uture sales throu$h repeat purchases ? positive wor&3o#3mouth re#erence"
Actin$ as a vital )ri&$e )etween customers an& manu#acturers+ Vasanth ? Co" strives to
resolve customer pro)lems imme&iatel! to avoi& #rustratin$ wait #or them" Our prompthan&lin$ o# customer complaints has+ in #act+ )uilt up customer con#i&ence in us more
especiall! when customers are vulnera)le to competition"
The! sai& that their most lo!al customers are not those who never ha& pro)lem with the
pro&uct the! sol&+ )ut )u!ers whose complaints were resolve& satis#actoril!" Customers
who purchase& )lack ? white TV sets #rom Vasanth ? Co" wa! )ack in @GH L that was
the time television came to In&ia L still continue to )e Vasanth ? Co" customers" This
speaks volumes a)out customer lo!alt! Vasanth ? Co" en-o!s"
Thou$h a proprietar! concern+ its a##airs are mana$e& with utmost
pro#essionalism+ proprietor H. V" "-!3"5$4"r is a well3repute& person o# pu)lic
stan&in$" .e is an ar&ent social servant+ philanthropist+ e&itor ? pu)lisher+ who
contri)utes in a )i$ wa! to promote e&ucation an& sports amon$ the poor an& o##ers relie#
an& reme&ies to the a##ecte& people the! are &ealin$ with home appliances+ kitchenware
items an& )eaut! care pro&ucts" The! #ocus on 1ualit! an& aim to achieve total customer
satis#action"
The pro&uct ran$e inclu&es A to in .ome Appliances ? Consumer Dura)les )oth hi$h
an& low en& such as
o lasma TVs
o CD TVs
o Televisions
o .an&icams
o Di$ital Cameras
o Au&io Vi&eo S!stems
o DVD la!ers
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o 'alkmans
o Re#ri$erators
o Si&e3)!3si&e Re#ri$erators
o Air con&itioners
o Air Coolers
o Computers
V" "-!3 "-0 2/ suppl!in$ all kitchenware items an& electronic e1uipments+ which we
are usin$ in &a!3to3&a! li#e an& also which makes us to #eel com#orta)le"
A host o# kitchenware items that we suppl! inclu&es
Mi*ies
Ta)le top $rin&ers
8uice e*tractors
.an& )len&ers
Foo& rocessors
Cookers
Co##ee Makers
Milk 4oilers
E$$ )oilers
Toasters
Jettles
Dish washers 'ater puri#iers
as stoves
4uilt3in3ovens
as ho)s
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Electric chimne!s
V" "-!3 "-0 2/ pursue a sin$le $oal o# total customer satis#action throu$h 1ualit!
pro&ucts+ unmatche& service an& on time &eliver!" the! en&eavor to source the
premium 1ualit! pro&ucts #rom the )est companies #or our clients" Our commitment
to continuous 1ualit! improvement touches ever! aspect o# our pro&ucts+ services+an& customer support" e& )! a team o# hi$hl! e*perience& people+ the compan! is
committe& to maintain clarit! in all its &eals an& timel! &eliver! o# its hi$h 1ualit!
pro&ucts"
V" "-!3 & C/ accepts no responsi)ilit! or lia)ilit! in respect o# an! error or omission
in an! in#ormation provi&e& )! it on Seekan&Source"com" Vasanth ? Co makes no
representation or warrant! re$ar&in$ the stan&in$+ cre&it or otherwise o# an! person+ #irm
or compan! mentione& in the in#ormation+ nor the suita)ilit! o# the in#ormation #or an!
purpose"
A &escription or re#erence to a pro&uct+ service or pu)lication on this we) site
6inclu&in$ an! &escription or re#erence via h!perlink7 &oes not impl! en&orsement )!
Vasanth ? Co o# that pro&uct+ service or pu)lication" in no event shall Vasanth ? Co or
an! part! involve& in the creation+ pro&uction or &eliver! o# seekan&source"com )e
lia)le #or &irect+ in&irect+ special+ inci&ental+ punitive+ e*emplar! or conse1uential
&ama$es arisin$ out o# the use o# or ina)ilit! to use seekan&source"com"
whether )ase& upon contract+ ne$li$ence+ strict lia)ilit! or otherwise+ even i# a&vise& o#
the possi)ilit! o# such &ama$es+ neither Vasanth ? Co + an! o# its a##iliates nor an!one+
inclu&in$ an! thir& part! licensor+ who has )een involve& in the creation+ pro&uction or
&eliver! o# Vasanth ? Co shall )e lia)le #or an! in&irect+ inci&ental or conse1uential
&ama$es such as+ )ut not limite& to+ loss o# )usiness in#ormation+ )usiness interruptionor loss o# anticipate& pro#its or )ene#its resultin$ #rom use o# seekan&source"com or
arisin$ out o# an! )reach o# warrant!+ even i# Vasanth ? Co or an! such other person has
)een a&vise& as to the possi)ilit! o# such &ama$es"
Vasanth an& co )ran& store locater in In&ia"
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Camera+ Computers+ Entertainment+ .ome Appliance+ Jitchen Appliance+ amin$ an&
Accessories" reat pro&ucts #rom some o# the )est )ran&s ensure !ou an e*citin$
shoppin$ e*perience"
Our own la)el )! the name o# Vasanthan Co is well reco$ni%e& #or o##erin$ innovative
an& uni1ue pro&ucts that are har& to #in&" A &iverse ran$e o# merchan&ise in various
cate$ories like kitchen appliances+ stora$e &evices+ M pla!ers+ air con&itioners ? lot
more ensures !ou onl! the )est" From wi&e ran$e o# Croma )ran&e& pro&ucts+ !ou are
)oun& to #in& somethin$ $reat that will match up to !our )u&$et as well as personal
re1uirements"
At Vasanthan Co+ our en&eavor has alwa!s )een on #ul#illin$ ever! electronic
re1uirement )! helpin$ customers choose the )est pro&uct+ as per their nee&s" Croma0s
e##icient+ well3traine& an& knowle&$ea)le store a&visors are completel! e1uippe& to o##er
soun& an& personali%e& a&vice #or helpin$ a customer receive the )est value #or mone!"
Makin$ shoppin$ e*perience &eli$ht#ul post purchase is the #oun&ation #or investin$ in a
ro)ust customer service support at Croma" An! in&ivi&ual can $et in touch with us
throu$h our hours call centre support at @ ;;3 ;;3 K;K"
Ecommerce is our latest venture to achieve !et another important $oal+ which is to )rin$
customer the )est shoppin$ e*perience on the $o ? reach ever! &oor step in the nation"
'ith www"vasanthanco"com !ou can now e*plore+ )rowse an& purchase #rom the #inest
an& the most varie& ran$e o# electronic pro&ucts in the com#ort o# !our home" 'ell
structure& pro&uct in#ormation+ $reat &eals an& swi#t home &eliver! service are our
priorit! #or customer0s satis#!in$ shoppin$ e*perience"
E*plore an& choose #rom more than K;;; pro&ucts across varie& cate$ories+ which
inclu&e hones+ Camera+ Computers+ Entertainment+ .ome Appliance+ Jitchen
Appliance+ amin$ an& Accessories"
Nothin$ else makes a customer smile like receivin$ ama%in$ &eals on their #avourite
pro&ucts" To ensure this+ Vasanthan Co perio&icall! o##ers e*citin$ &eals that are har& to
miss"
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'i&e reach+ all over the nation Vasanthan Co a Me$a store+ ip store an& Jiosk+ alon$
with its latest online vertical+ www"Vasanthan"com ensures wi&e sprea& ? reach all over
In&ia" Throu$h these #ocal se$ments we inten& to reach customers all across the nation to
#ul#il their electronic necessities with $reat 1ualit! an& valua)le pro&ucts"
Vasanthan Co has alwa!s )een &e&icate& towar&s $ivin$ its customers an eas! an&
hassle3#ree access to )est consumer electronics pro&ucts" This &e&ication has earne& the
compan! ,Most A&mire& Retailer, awar&"
Our #uses have )een teste& an& approve& 4! C3DOT+ ERT + an& ST C
CERTIFICATION" ro&uct ran$e has )een approve& #or PSB Mark ST C Certi#ication )!
ST C Directorate Ministr! o# In#ormation Technolo$!+ ovt" o# In&ia"
Our #uses are use& in almost all t!pes o# in&ustries in $overnment as well as private
sectors+ speciall! TV in&ustr!+ Computers+ Me&ical Instruments+ Telecommunication
E1uipment+ Automo)ile In&ustr! etc" In automo)ile in&ustr! our #uses are use& on lar$e
scale" 'e also manu#acture 4la&e T!pe #uses #or #our wheelers"
'e have lar$e &istri)utors+ &ealers+ retailer network sprea& all over In&ia #or e##ective+
continuous ? timel! &istri)ution o# our pro&ucts"
'ith the help o# our e##icient+ enthusiastic an& result oriente& R ? D &epartment+ e##orts
are ma&e constantl! to improve the 1ualit! o# our pro&ucts" Our R ? D team is in
constant touch with &evelopments in the pro&uction in ma-or in&ustriall! &evelope&
countries an& e##orts are )ein$ ma&e #or e*port o# our pro&ucts"
Our pro&uction #acilities have )een mechani%e& not onl! #or uick Actin$ #uses )ut also
#or Slow 4low Fuses an& hence it is possi)le #or us to pro&uce hi$h 1uantit! o# Slow
4low Fuses with consistent an& assure& level o# 1ualit!"
RETAIL DESIGN INITIATIVES
The Retail Desi$n team helps SpencerBs &eliver its )ran& promise in a wa! that is
sophisticate&+ )ut not sno))ish" This results in &i##erentiation without alienation o# lo!al
customers or loss o# the )ran& e1uit! ac1uire& over the !ears"
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EFFECTIVENESS OF ADVERTISEMENT
Central to the retail &esi$n strate$! is a uni1ue )ran& position 3 Taste the 'orl&+ &erive&
#rom the consumerBs own transition #rom a price3conscious purchaser to a $lo)al3min&e&+
well3travelle& citi%en o# the worl&+ lookin$ out #or authentic international #lavors an&
e*periences" SpencerBs has conse1uentl! evolve& #rom )ein$ a pre#erre& $rocer! retailer
to )ein$ a passport to a stimulatin$ worl&" This is evi&ent in/
Our own la)el )! the name o# Vasanthan Co is well reco$ni%e& #or o##erin$ innovative
an& uni1ue pro&ucts that are har& to #in&" A &iverse ran$e o# merchan&ise in various
cate$ories like kitchen appliances+ stora$e &evices+ M pla!ers+ air con&itioners ? lot
more ensures !ou onl! the )est" From wi&e ran$e o# Croma )ran&e& pro&ucts+ !ou are
)oun& to #in& somethin$ $reat that will match up to !our )u&$et as well as personal
re1uirements"
Ori$inall! rolle& out at the Vasanthan Co h!permarket at South Cit! Mall+ Jolkata+ the
new retail &esi$n pro$ram is )ein$ implemente& at all stores"
'e seek to improve the 1ualit! o# peopleBs lives throu$h #ocusin$ on their health an&
well3)ein$" uite simpl!+ we want to help people live a health!+ #ul#ille& li#e"
The )est part o# shoppin$ at vasanth ? co is the price" The price that Vasanth ? co $ives
to its customers is the lowest in the in&ustr!" This price is so cheap that even mi&&le class
an& lower mi&&le class people pre#er to shop at Vasanth ? co" At the same time+ upper
class an& upper mi&&le class people shop at Vasanth an& Co seein$ the 1ualit! an&
customer satis#action"
Our #ocus on .ealth an& 'ell3)ein$ automaticall! implies that we contri)ute to )uil&in$
a sustaina)le societ!"
Business Highlights in Q3
Vasanthan Co has entere& into a -oint venture with Al Faisaliah Me&ical S!stems in Sau&i
Ara)ia+ continuin$ the compan!Bs e*pansion in #ast3$rowin$ markets such as the Mi&&le
East
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Vasanthan Co launche& the .omeCooker+ the #irst in a new ran$e o# kitchen appliances
that have )een co3&evelope& in a multi3!ear partnership with worl& renowne& che# 8amie
Oliver"
In the QS+ Vasanthan Co lit up two iconic pro-ects with ED solutions/ the e*terior o#
Flori&aBs Miami Tower an& The 4a! i$hts+ the worl&Bs lar$est ED li$ht sculpture onthe San FranciscoBs 4a! 4ri&$e .
Our own la)el )! the name o# Vasanthan Co is well reco$ni%e& #or o##erin$ innovative
an& uni1ue pro&ucts that are har& to #in&" A &iverse ran$e o# merchan&ise in various
cate$ories like kitchen appliances+ stora$e &evices+ M pla!ers+ air con&itioners ? lot
more ensures !ou onl! the )est" From wi&e ran$e o# Croma )ran&e& pro&ucts+ !ou are
)oun& to #in& somethin$ $reat that will match up to !our )u&$et as well as personal
re1uirements"
At Vasanthan Co+ our en&eavor has alwa!s )een on #ul#illin$ ever! electronic
re1uirement )! helpin$ customers choose the )est pro&uct+ as per their nee&s" Croma0s
e##icient+ well3traine& an& knowle&$ea)le store a&visors are completel! e1uippe& to o##er
soun& an& personali%e& a&vice #or helpin$ a customer receive the )est value #or mone!"
Makin$ shoppin$ e*perience &eli$ht#ul post purchase is the #oun&ation #or investin$ in a
ro)ust customer service support at Croma"
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EFFECTIVENESS OF ADVERTISEMENT
OB8ECTIVES OF THE STUDY
Pr 4"ry /16%2! % 9:
To know the e##ectiveness o# vasanth ? co a&vertisement" To su$$est )etter wa!s an& means to improve the present a&vertisement o#
vasanth ? co"
S%2/-0"ry /16%2! % 9:
To #in& out the e##ective me&ia vehicle o# an a&vertisement" To achieve ma*imum sales throu$h a&vertisement" To use a&vertisement tacticall!"
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SCOPE OF THE STUDY
In&ians are multicultural/ we learn at least two lan$ua$es an& that $ives us a hea&start in un&erstan&in$ cultural &iversit!" It helps to improve the econom! o# &evelope& an& &evelopin$ countries )!increasin$ the pro&uction an& provi&in$ emplo!ment opportunities
The In&ian a&vertisin$ in&ustr! is a ver! upcomin$ an& promisin$ sector" There issevere competition an& survival is #or the #ittest an& the )est"Our pro&uction stan&ar&s in TV an& print have improve&/ with a vi)rantanimation so#tware in&ustr!+ we have access to this area o# TV pro&uction"
T/ !3% 2/4)"-y9
This stu&! helps the compan! to un&erstan& more on the &raw)acks o# present a&vertisement an& )rin$s out necessar! chan$es so that it attractscustomer e##ectivel!"
T/ !3% r% %"r23%r9
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EFFECTIVENESS OF ADVERTISEMENT
This stu&! e&ucates the researcher how e##ectivel! an a&vertisement can )e use& to attract more num)er o# customers"
LIMITATION OF THE STUDY
Since the pro-ect is o# 1ualitative nature there was the participant )ias in somecases
The surve! was limite& onl! to Chennai cit! an& so the result ma! not )e$enerali%e& to other places
The $eneral limitations arouse& )! personal interviews as well" A&vertise& costs are a&&e& to main cost o# pro&uct which enhances the ta$ rate o#
the pro&uct or service" ocalise& important a&vertisements are necessar!" It will create hi$h e*pectations a)out the pro&uct0s an& compan! as well"
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NEED OF THE STUDY
The purpose o# research is &iscoverin$ answers to 1uestions throu$h the application o# scienti#ic proce&ures"
Metho&olo$! is &e#ine& as >the stu&! o# metho&s )! which we $ain knowle&$e+ it &ealswith co$nitive processes impose& on research )! the pro)lems raisin$ #rom the nature o# its su)-ect matter
For this stu&! the samples &esi$ne& is simple ran&om samplin$ which is chosen #romvarious places insi&e the Chennai cit!" The primar! &ata was collecte& throu$h1uestionnaire usin$ simple Ran&om samplin$ metho&"
The secon&ar! &ata has )een collecte& #rom the internet+ -ournals+ an& )ooks" Thecollecte& &ata has )een ph!sicall! represente& usin$ )ar &ia$ram
The &ata was anal!%e& an& interpretations were ma&e" It has helpe& to know a)out the
e##ectiveness o# a&vertisement amon$ the peoples in the Chennai cit!"
The ma-orit! o# the respon&ents are aware o# the a&vertisin$ provi&e& )! the compan!"The appropriate su$$estions have )een ma&e+ which implemente& woul& increase thee##icienc! o# the compan!"
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RESEARCH METHODOLOGY
Research is common parlance re#ers to search #or knowle&$e" The a&vance& learnerBs&ictionar! o# current En$lish lap &own the meanin$ o# research >a care#ul investi$ationor en1uir! especiall! throu$h search #or new #acts in an! )ranch o# knowle&$e " Thes!stematic approach concernin$ $enerali%ation an& the #ormulation o# a theor! is also
research" The purpose o# research is &iscoverin$ answers to 1uestions throu$h theapplication o# scienti#ic proce&ures"
Metho&olo$! is &e#ine& as >the stu&! o# metho&s )! which we $ain knowle&$e+ it &ealswith co$nitive processes impose& on research )! the pro)lems raisin$ #rom the nature o# its su)-ect matter
Ty)% /7 r% %"r23
In this &escriptive research &esi$n is use& #or testin$" Descriptive research inclu&essurve! an& #act #in&in$ en1uiries o# &i##erent kin&s" The ma-or purpose o# &escriptiveresearch is &escription o# the state o# a##airs as it e*ists at its present" The maincharacteristics o# this metho& are that the researcher has no control over the varia)le= hecan onl! report what has happene& or what is happenin$" The metho&s o# researchutili%e& in &escriptive research are surve! metho&s o# all kin&s+ inclu&in$ comparativean& correlation metho&s
R% %"r23 0% *-9
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>Research &esi$n is an arran$ement o# con&itions #or collection an& anal!siso# &ata in a manner that aims to com)ine relevance to the research purpose witheconom! in proce&ure"
R% %"r23 - !r$4%-!9
The research instrument in this stu&! is a structure& 1uestionnaire" Structure&1uestionnaire are those 1uestionnaire in which there are &e#inite+ concrete+
pre&etermine& 1uestions relatin$ to the aspect+ #or which the researcher collect &ata" The1uestions are presente& with e*actl! the same workin$ an& in the same or&er to all therespon&ents
;$% ! /--" r%
The structure& 1uestionnaire is #rame&" The 1uestionnaire consists o# close& en&e& openen&e&+ multiple choice+ an& rankin$ t!pe o# 1uestions to suit the stu&!
D"!" C/##%2! /-
Data re#ers to in#ormation or #acts" It inclu&es numerical #i$ures+ non3 numerical#i$ures+ an& &escriptive #acts an& 1ualitative an& 1uantitative in#ormation" The task o# &ata collection )e$in a#ter a research pro)lem has )een &e#ine& an& research plan how
)een &eci&e&
Pr 4"ry 0"!"
The primar! &ata are those that are collecte& usin$ the 1uestionnaire an& &irect personal interview" The 1uestionnaire was #rame& in such a manner to o)tain correctin#ormation+ $ra&e& suita)l! #or the stu&!" All the 1uestionnaire were collecte& throu$h
personal contact #rom the respon&ent
S%2/-0"ry D"!"
The &ata a)out the stu&! was collecte& #rom 4ooks+ 8ournals an& internetwe)sites" The &ata which are collecte& throu$h various me&ias are use#ul #or the anal!sisto continue"
S"4)# -* )r/2%0$r%9
Ran&om samplin$ has )een use& in the stu&!" Ran&om samplin$ has )een use& #or selection o# hetero$eneous sample #or the stu&!" It re#ers to selectin$ a sample o# stu&!o)-ects on ran&om" It is a pro)a)ilit! samplin$" Thus research ma! inclu&e o)-ects+which are ran&oml! locate&" Research #in&in$s )ase& on ran&om samplin$ however cannot )e $enerali%e&"
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P%r /0 /7 !$0y
The perio& o# stu&! was limite& to : Da!s
S"4)#% +%
The sample si%e has )een taken as @;;
TOOLS USED /r' STATISTICAL TECHNI;UES APPLIED9
The metho&s #ollowe& #or the anal!sis an& interpretation o# the &ata are
Simple percenta$e anal!sis 'ei$hte& avera$e metho&
INTRODUCTION
ABOUT THE PRO8ECT
To&a!Bs market is #or the consumer an& )! the consumers to promote an!
$oo&s or i&ea to the consumer a&vertisement" It pla!s a vital role to reach a mass se$ment
amon$ the pu)lic"
DEFINITION
@" Tom Duncan &e#ines the a&vertisement as a non personal pai& announcement )! an
i&enti#ie& sponsor"
" Ro))er '"sarno## 6@G:;7 &e#ines a&vertisement as the #oot on the accelerator+ the han&
on the throttle+ the spar on the #lank that keeps our econom! sur$in$ #orwar&"
A&vertisin$ is a service rather than a pro&uct+ ever! multi national companies
spen& )illions o# their mone! to reach ever! possi)le consumer= it is the #ast $rowin$
se$ment where an eas! reach o# the consumer is ma&e" Man! retail outlets in In&ia are
movin$ towar&s the mass se$ment amon$ the In&ian consumers
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The companies hi$hest aim is to make awareness amon$ all potential consumers+
such attempt is )! the one o# the richest retail outlet >VASANT. ? CO an& also to
continue as a no" @ &ealer in consumer &ura)les
There )! promotin$ their various pro&ucts throu$h various Me&ias to reach their
customers an& to attract new customers"
So i# the a&vertisement is ma&e e##ective with $oo& attraction then the customers
will $o a#ter it" Such concept is #ollowe& )! ever! compan!"
The or$ani%ation ha& ma&e all its e##orts to reach the ma*imum pu)lic throu$h
out all me&ia" It ha& ma&e an attempt to a&vertise in television+ various Me&ias an& #oun&
to )e much success#ul in its attempt" The researcher in this stu&! ha& ma&e an attempt to
stu&! the possible reach o the VASANT! " CO a#$ertise%e&t a%o>he peoples i& the C!ENNAI cit'.
T3%/r%! 2"# 1"25*r/$-0
A&vertisin$ is a #orm o# communication that t!picall! attempts to persua&e potential
customers to purchase or to consume more o# a particular )ran& o# pro&uct or service"
Man! a&vertisements are &esi$ne& to $enerate increase& consumption o# those pro&ucts
an& services throu$h the creation an& rein#orcement o# ,)ran& ima$e, an& ,)ran&
lo!alt!," For these purposes+ a&vertisements sometimes em)e& their persuasive messa$e
with #actual in#ormation"
Ver! ma-or me&ium is use& to &eliver these messa$es+ inclu&in$ television+ ra&io+
cinema+ ma$a%ines+ newspapers+ vi&eo $ames+ the Internet an& )ill)oar&s" A&vertisin$ is
o#ten place& )! an a&vertisin$ a$enc! on )ehal# o# a compan! or other or$ani%ation"
A&vertisements are seen on the seats o# shoppin$ carts+ on the walls o# an airport
walkwa!+ on the si&es o# )uses+ an& are hear& in telephone hol& messa$es an& in3store pu)lic a&&ress s!stems" A&vertisements are o#ten place& an!where an au&ience can easil!
or #re1uentl! access visual+ au&io an& printe& in#ormation" Or$ani%ations that #re1uentl!
spen& lar$e sums o# mone! on a&vertisin$ that sells what is not+ strictl! speakin$+ a
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pro&uct or service inclu&e political parties+ interest $roups+ reli$ious or$ani%ations+ an&
militar! recruiters"
N%*"! % %77%2! /7 "0 %r! -*
An! ne$ative in#ormation on a compan! or its pro&ucts or operations o#ten resultsin pressures #rom the compan! to with&raw such in#ormation lines+ threatenin$ to
cut their a&s" The )i$$er the companies are+ the )i$$er their relation )ecomes+
ma*imi%in$ control over a sin$le piece o# in#ormation" A&vertisers ma! tr! to
minimi%e in#ormation a)out or #rom consumer $roups+ consumer3controlle&
purchasin$ initiatives 6as -oint purchase s!stems7+ or consumer3controlle& 1ualit!
in#ormation s!stems"
Another in&irect e##ect o# a&vertisin$ is to mo&i#! the nature o# thecommunication me&ia where it is shown" The clearest e*ample is television+ where
)roa&casters tr! to make the pu)lic sta! #or a lon$ time in a mental state that
encoura$es spectators not to switch the channel &urin$ a&vertisements" ro$rams that are
low in mental stimulus+ re1uire li$ht concentration an& are varie& are )est #or lon$ sittin$
times"
Throu$h this pro-ect the researcher has i&enti#ie& the ri$ht me&ia vehicle toa&vertise their pro&ucts an& also it is &one to #in& out the customer awareness a)out the
compan! &ura)les an& also to increase the $oo&will o# the compan!" The researcher has
use& statistical tools #or &ata anal!sis an& interpretation"
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DATA ANALYSIS AND INTERPRITATION
The &ata a#ter collection has to )e processe& an& anal!%e& in accor&ance with the outline
lai& &own #or the purpose at the time o# &evelopin$ the research plan" This is essential #or
a scienti#ic stu&! an& #or ensurin$ that we have all the relevant &ata" A processin$ implies
e&itin$ co&in$+ classi#ication an& ta)ulation o# collecte& &ata so that ac1uiescent to
anal!sis
The term anal!sis re#ers to the computation o# certain measure alon$ with
searchin$ #or pattern o# relationship that e*ists amon$ &ata $roup thus in the process o#
anal!sis relationships or &i##erence supportin$ or con#lictin$ with ori$inal or new
h!pothesis shoul& )e su)-ecte& to statistical test o# si$ni#icance to &etermine with what
vali&it! &ata can )e set to in&icate an! conclusion"
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Anal!sis o# &ata in $eneral wa! involves a num)er o# closel! relate& operation
that or per#orm with purpose o# summari%in$ the collecte& &ata an or$ani%in$ them in
such a manner"
DATA ANALYSIS AND INTERPRETATION
TABLE JE
K:"; 3@H"; G@"H "
H: :H"G @H"; G@"H :";
: "G @H"; G@"H " :
@ @"; 3@H"; G@"H G" G
calculate&
value
H" K
D%*r%% /7 7r%%0/49
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#ocuse& on low class people+ #ew customers ha& sai& that it is #ocuse& on hi$h class
people an& onl! ver! #ew customers ha& sai& that it is #ocuse& on none"
It has )een remunerate& that when compare& with other a&vertisement ma-orit! o#
the customers ha& sai& it is avera$e+ most o# the customers sai& it is $oo&+ an& #ew
customers ha& sai& it is ver! $oo&"It has )een #oun& that ma-orit! o# the respon&ents sai& that Vasanth ? Co
a&vertisement &oesnBt nee& an! cele)rities an& more num)er o# customers ha& sai& that
the a&vertisement nee& cele)rities"
From the anal!sis it has )een #oun& that ma-orit! o# the customers ha& sai& that an
a&vertisement shoul& )e telecaste& in evenin$ throu$h television an& #ew customers ha&
sai& that it shoul& )e telecaste& in a#ternoon throu$h television+ an& onl! ver! #ew
customers ha& sai& that it shoul& )e telecaste& in mornin$ throu$h television"
SUGGESTIONS
The stu&! reveals that television a&vertisement is more e##ective an& so Vasanth
? Co a&vertisement shoul& )e concentrate& more on television a&vertisement
The in#ormation provi&e& in the a&vertisement is not more e##ective an& it still
nee&s improvement+ so remake o# a&vertisement coul& )e e##ective an& so it can
compete with competitors"
The stu&! also reveals that a&vertisement shoul& )e telecaste& onl! in evenin$
throu$h television so that a&vertisement coul& )e more e##ective to attract more
num)er o# customers"
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CONCLUSION
From the stu&! it has )een conclu&e& that Vasanth ? Co a&vertisement is
e##ective )ut it still nee&s more improvement to attract customers+ so that it can achieve$oo& sales in the market"
astl!+ we &etermine& that technolo$! cause& consumers to have more power to &ictate
what a&s the! wante& to see+ thus #orcin$ a&vertisers to chan$e their a&vertisin$ strate$ies
an& )usiness mo&els
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;UESTIONNAIRE
PERSONAL DETAILS9
@" Name9
" en&er
Male Female
" A$e
4elow ; ;3 ; ;3 ; a)ove ;
" Occupation
4usiness ro#essionals Stu&ent A$riculturists
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.ousewives others
:" Mem)ers in the #amil!
an& )elow : : an& a)ove
K" uali#ication
4elow SS C SS C un&er $ra&uate ost $ra&uate
ost $ra&uate an& a)ove
H" Monthl! income
4elow @;;;; @;;;@3 ;;;; ;;;@3 ;;;; ;;;@3 ;;;;
a)ove ;;;;
" Nature o# spen&in$ !our #ree time
Rea&in$ news paper 'atchin$ television 'atchin$ movies
)rowsin$ throu$h internet others
G" Do !ou watch the television a&vertisement2
es No
Ga" I# !es"
.ow o#ten !ou will watch the television a&vertisement2
Alwa!s O#ten occasionall! rarel! Never
@;" .ow o#ten !ou $o #or purchasin$ the pro&uct )! watchin$ the a&vertisement"
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Alwa!s O#ten occasionall! rarel! Never
@@" Are !ou aware o# Vasanth ? Co a&vertisement2
es No
@@a" I# !es throu$h which me&ia !ou come to know a)out Vasanth ? Co
a&vertisement2
News paper Television a&&s FM osters Theatre
@ " Rank !our likes to watch the Vasanth ? Co a&vertisement throu$h various
channels"
News paper
Television a&&s
FM
osters
Theatre
@ " Are !ou satis#ie& with the Vasanth ? Co a&vertisement in the television2
es No
@ " I# !es ( No Comments/
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@:" In a &a! how man! times !ou watch the Vasanth ? Co a&vertisement
Alwa!s O#ten occasionall! rarel! Never
@K" Do !ou #eel that the a&vertisement $iven )! Vasanth ? Co is in#ormative2
Ver! hi$h .i$h neutral ow Ver! low
@H" Do !ou #eel that the Vasanth ? Co a&vertisement is #ocuse& on an! class o# people
in the societ!2
.i$h class people Mi&&le class peoples ow class peoples
commonl! ever! one none
@ " 'hat &o !ou #eel a)out the Vasanth ? Co a&vertisement when compare& to
other a&vertisement2
Ver! $oo& $oo& Avera$e oor Ver! poor
@G" 'hich part o# the in#ormation in the a&vertisement attracts !ou most2
Themes Music Messa$e pictures others
;" 'hich part o# the in#ormation in the a&vertisement nee&s improvement2
Themes Music Messa$e pictures others
@" Does the a&vertisement nee&s an! cele)rities to attract consumers2
es No
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" I# !es mention
" Does the a&vertisement o# the Vasanth ? Co are use#ul #or the illiterates to
Qn&erstan&2
es No
" 'hat time woul& !ou pre#er to have the a&vertisement2
Mornin$ 6Ham L @;am7
A#ternoon 6@@am L pm7
Evenin$ 6Kpm L Gpm7
BIBLIOGRAPHY
BOOKS
@" hilip Jortler/ Marketin$ mana$ement 6Millennium e&ition7+ prentice hall o# In&ia
6lt&7+ New Delhi ;;@
" C"R" Jothari Research Metho&olo$!+ 'ishva rakashan+ New Delhi+ ;;@"
" eor$e E 4elch+ Michel A 4elch+ >A&vertisin$ ? romotion + Mc raw .ill+
Sin$apore+ @GG "
" "N"Arora ? S"Arora Statistics For Mana$ement+ S"Chan& ? Compan! t&+ New
Delhi+ ;;K
8OURNALS
@" 8ournal o# Marketin$ 3 n& Fe)ruar! ;; 3 )! Jim sh!an #am+ &avi& s" waller
WEBSITE
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@" CE E4RATIONSTE AC"COM
" 4QSINESSSC.OO ON INE"OR
" ENC C O EDIA"COM
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