A SURVEY ON EFFECTIVENESS OF AD CAMPAIGN OF VIGNAN UNIVERSITY

FACULTY GUIDE Mr. K. SRIPATHI

Prepared By R.SANDEEP 111FC01041

SCHOOL OF MANAGEMENT STUDIES

VADLAMUDI

INDEX

P. No. CHAPTER - 1 CHAPTER - 2 CHAPTER - 3 CHAPTER - 4 ANNEXURE INTRODUCTION METHODOLOGY DATA ANALYSIS & INTERPRETATION FINDINGS AND SUGGESTIONS

CHAPTER 1

INTRODUCTION

ABOUT VIGNAN UNIVERSITY: Vignan University was established by Lavu Educational Society under the leadership of an eminent educationist Dr. Lavu Rathaiah, Chairman Vignan group. The University offers 12 Under Graduate Engineering courses, 12 Post Graduate courses, and Ph. D courses in all disciplines and it is accredited by NAAC with A grade.

Vignan University is an institute, which provides quality education in a diverse and intellectually stimulating environment. It imparts value addition training to students to make them competent and inspired engineers. The Institute celebrates the power of knowledge, cultivates vision and encourages new ideas, besides aiming to inculcate human values and build awareness about the self and society around. The Institute is well known for its dedicated faculty, state-of-the-art infrastructure and excellent Placement Record. As a University, it is in the process of improving its standards to the level of a global technical institution. The latest curriculum has been prepared after consulting the institute's illustrious alumni working across the world, veterans from industry and distinguished academics possessing a rich teaching and research background. VISION: "To evolve into a center of excellence in Science & Technology through creative and innovative practices in teaching-learning, promoting academic achievement & research excellence to produce internationally accepted competitive and world class professionals who are psychologically strong and emotionally balanced imbued with social consciousness and ethical values."

MISSION: "To provide high quality academic programs, training activities, research facilities and opportunities supported by continuous industry - institute interaction aimed at employability, entrepreneurship, leadership and research aptitude among students and contribute to the economic and technological development of the region, state and nation."

EFFECTIVENESS OF AD CAMPAIGNING: The American Marketing Association has adopted the following as a definition of advertising. "Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." As advertising is paid for it is a commercial transaction. It is non-personal, which means that advertising messages are directed at a mass audience and not directly at individuals. Effectiveness is a measure of productivity. It tells us how better have we utilized and managed our scarce resources, while fulfilling our desired needs and wants, keeping input costs at bare minimum. In laymen terms, it is simply doing the right thing rather than doing things right. Advertisements are the promotional strategies of many business organizations these days. Ads are inevitable in the modern day marketing battles, to acquire/capture the market share. Ads are the life blood of the organizations marketing team. Ads, designed primarily to create awareness in the society at large, influence early innovators to buy the offered product/service. Included in the services sector, education offered as a service faces stiff competition from many players, in a cut-throat competitive environment. The rapid rise of the service sector at breakneck speeds is also a daunting task for service providers to keep pace with the happening changes in this field. Advertisement encompasses all communication media. It is done to maximize returns at the minimum costs possible. Advertising is not an exact science. There's no precise way to measure the success of an ad campaign. Have clear advertising goals. Objective should be more specific. The four essentials of an effective advertising campaign are: 1. Value 2. Offer 3. Perceived Value 4. Impact

CHAPTER 2

METHODOLOGY

OBJECTIVES OF THE STUDY: 1. To determine the brand value of Vignan University. 2. Assess the impact of advertising on the target group. 3. Know various other media/channels of advertisement which create a positive influence. 4. To know how to extend our reach and most effective methods of advertising forms

SCOPE OF THE STUDY: The scope of the study covered to the widest extent possible, though it was not a census survey in its complete form. With an effectively designed objective questionnaire, appropriate sample size was chosen to minimize all the deviations, pitfalls and errors. The target group was first year B. Tech graduates. The study was limited to only Vignan University and not any other institutions. The study covered only about the impact and effectiveness of advertisement and not about any other marketing concepts or profit maximization. The study objectively tested the preferences of the respondents and influence of advertisements on the target group.

LIMITATIONS: Could not cover the entire sample chosen, only a part of the sample was studied. The respondents might not have provided accurate responses, as they are new to the environment. Lack of time to study the sample in its entirety. Biased/Misrepresentation of data, as the sample size was large.

CHAPTER - 3

DATA ANALYSIS AND DATA INTERPRETATION

1.REASONS FOR CHOOSING VIGNAN UNIVERSITY:

Responses No. Of Respondents BRAND IMAGE POPULARITY WHY DID YOU CHOOSE VIGNAN UNIVERSITY? DISCIPLINE PLACEMENTS DEEMED UNIVERSITY Total 97 149 78 367 26.4% 40.6% 21.3% 100.0% 20 23 Percent 5.4% 6.3%

Table 3.1

REASONS FOR CHOOSING VIGNAN UNIVERSITY

6% 21%

6%

BRAND IMAGE POPULARITY 26% DISCIPLINE PLACEMENTS

41%

DEEMED UNIVERSITY

Fig.3.1

INTERPRETATION: 5% of the respondents have chosen brand image, while 6% of the respondents chose popularity as a reason for joining Vignan University. Another 27%, 41%, and 21% of the respondents had chosen discipline, placements, and deemed university as various reasons for joining Vignan University respectively.

DECISION TO JOIN VIGNAN UNIVERSITY:

Responses No. Of Respondents WHOSE CHOICE WAS TO JOIN/OPT FOR VIGNAN UNIVERSITY? PREVIOUS COLLEGE FRIENDS OTHERS ADS ON TV VIGNAN MARKETING TEAM Total 11 16 19 2 5 370 3.0% 4.3% 5.1% 0.5% 1.4% 100.0% MY SELF PARENTS 164 153 Percent 44.3% 41.4%

DECISION TO JOIN VIGNAN UNIVERSITY

1%1% 3% 5% MY SELF PARENTS 44% PREVIOUS COLLEGE FRIENDS OTHERS 42% ADS ON TV VIGNAN MARKETING TEAM

4%

INTERPRETATION: 44% of the students took the decision of joining Vignan University on their own. 41% of the students joined Vignan University as it was their parents decision. Another 3% of the students joined Vignan University as they were advised by their previous college. 4% students joined Vignan University as their friends suggested them to do so. 5% students quoted other reasons, 1% students were influenced by TV Ads, and 2% of the students were influenced by Vignan Marketing team to join Vignan University.

ENQUIRY OF ANY OTHER DEEMED UNIVERSITIES OTHER THAN VIGNAN UNIVERSITY:

No. of Respondents Valid YES NO Total Missing Total NO RESPONSE 215 139 354 4 358 Percent 60.1 38.8 98.9 1.1 100.0

ENQUIRY ABOUT ANY OTHER DEEMED UNIVERSITIES OTHER THAN VIGNAN UNIVERSITY
1%

39%

YES NO 60% NO RESPONSE

INTERPRETATION: 60.1% of the respondents enquired about other deemed universities other than Vignan University, while 38.8% of the students did no enquiry and 1.1% of the respondents gave no response.

ENQUIRY ABOUT DEEMED UNIVERSITIES OTHER THAN VIGNAN UNIVERSITY:

No. Of Respondents Valid AMITY AMRITA BITS CBIT GITAM HINDUSTHAN ICFAI JNTU KLU LOYOLA LPU MIC NIT RIU RVRJC SATYABAMA SAVEETHA SHASTRA SHOBITH SRM SSN SYMBIOSIS VIT Total Missing Total MISSING 1 6 1 1 30 1 3 2 145 1 7 1 1 2 1 2 2 4 1 21 1 1 20 255 103 358

Percent .3 1.7 .3 .3 8.4 .3 .8 .6 40.5 .3 2.0 .3 .3 .6 .3 .6 .6 1.1 .3 5.9 .3 .3 5.6 71.2 28.8 100.0

MEDIA THAT ENABLED RESPONDENTS TO KNOW ABOUT VIGNAN UNIVERSITY:

Responses No. of Respondents HOW DID YOU COME TO KNOW ABOUT VIGNAN UNIVERSITY? NEWSPAPERS TELEVISION RADIO PHONE E-MAIL SMS INTERNET HOARDINGS Total 176 61 1 40 13 17 127 52 487 Percent 36.1% 12.5% .2% 8.2% 2.7% 3.5% 26.1% 10.7% 100.0%

MEDIA THAT ENABLED RESPONDENTS TO KNOW ABOUT VIGNAN UNIVERSITY

11% 36% 26%

NEWSPAPERS TELEVISION RADIO PHONE E-MAIL SMS INTERNET 13% 0%

5%

3%

8%

HOARDINGS

INTERPRETATION: 36% of the respondents voted for newspapers as the most common media in reaching them. 13% voted for TV, 26% voted internet as the next best effective media, while 11% voted for hoardings, another 8% for telephone, 3% for e-mail and 4% for short message service.

MOST EFFECTIVE MEDIA IN REACHING THE RESPONDENTS:

Responses No. Of Respondents MOST EFFECTIVE MEDIA IN REACHING RESPONDENTS NEWSPAPERS TELEVISION INTERNET WORD OF MOUTH OTHERS Total 81 57 107 86 40 371 Percent 21.8% 15.4% 28.8% 23.2% 10.8% 100.0%

MOST EFFECTIVE MEDIA IN REACHING THE RESPONDENTS

11% 22% NEWSPAPERS 23% 15% TELEVISION INTERNET WORD OF MOUTH OTHERS 29%

INTERPRETATION: 29% of the respondents opted for internet as the most effective media in reaching them, while 23% opted for word of mouth publicity, another 22% opted for newspapers, 15% for TV and 11% opted for other media.

IMPACT OF ADVERTISEMENT ON STUDENTS AND PARENTS:

No. Of Respondents Valid VERY HIGH HIGH LOW NEGLIGIBLE Total Missing Total NO RESPONSE 50 222 58 15 345 13 358 Percent 14.0 62.0 16.2 4.2 96.4 3.6 100.0

IMPACT OF ADVERTISEMENTS ON STUDENTS AND PARENTS

4% 4% 16% 14% VERY HIGH HIGH LOW NEGLIGIBLE NO RESPONSE 62%

INTERPRETATION: 62% of the respondents reported they have huge impact of advertisement, 14% said they had high impact, 16% had low impact, 4%did not respond and 4% said they had negligible impact on them.

RESPONSE FROM STUDENTS AND PARENTS ABOUT THE AD CAMPAIGN:

No. Of Respondents Valid EXCELLENT VERY GOOD GOOD CAN BE BETTER Total Missing Total NO RESPONSE 41 130 154 31 356 2 358 Percent 11.5 36.3 43.0 8.7 99.4 .6 100.0

RESPONSE FROM STUDENTS AND PARENTS ABOUT THE AD CAMPAIGN

1% 9% 11% EXCELLENT VERY GOOD GOOD 43% 36% CAN BE BETTER NO RESPONSE

INTERPRETATION: 43% of the respondents said that there was good response from their side, 36% reported very good response, 11% said excellent response, 9% said that the response could be made better and 1% did not respond.

REACH OF AD CAMPAIGN OF VIGNAN UNIVERSITY:

No. Of Respondents Valid REACHED REMOTE PLACES DID NOT REACH REMOTE PLACES LIMITED TO CITIES ONLY DID NOT COVER CITIES ALSO Total Missing Total NO RESPONSE 340 18 358 95.0 5.0 100.0 127 17 35.5 4.7 75 20.9 121 Percent 33.8

REACH OF AD CAMPAIGN OF VIGNAN UNIVERSITY

5% 34% REACHED REMOTE PLACES DID NOT REACH REMOTE PLACES LIMITED TO CITIES ONLY 35% DID NOT COVER CITIES ALSO 21% NO RESPONSE

5%

INTERPRETATION: 35% of the respondents said that ad campaign of Vignan University was limited to cities only, 34% said it reached remote places, 21% said it did not reach remote places, another 5% said it did not cover cities also and remaining 5% gave no response.

OPINION ON THE CONTENT PROVIDED IN THE ADVERTISEMENT:

No. Of Respondents Valid DETAILED RELEVANT NEEDS IMPROVEMENT IRRELEVANT Total Missing Total NO RESPONSE 106 130 107 3 346 12 358 Percent 29.6 36.3 29.9 .8 96.6 3.4 100.0

OPINION ON THE CONTENT PROVIDED IN THE ADVERTISEMENT

1% 3% 30% 30% DETAILED RELEVANT NEEDS IMPROVEMENT IRRELEVANT NO RESPONSE 36%

INTERPRETATION: 36% of the respondents said that the content was relevant in the advertisements, 30% respondents said that the content needs improvement, 30% said that the content was detailed, 1% said content was irrelevant and 3% did not respond.

OPINION ON THEVARIOUS ADVERTISEMENTS PRESENTEDTO THE STUDENT AND PARENT COMMUNITY:

No. Of Respondents Valid ATTRACTIVE SIMPLE COMMUNICATIVE DULL Total Missing Total NO RESPONSE 138 112 85 16 351 7 358 Percent 38.5 31.3 23.7 4.5 98.0 2.0 100.0

OPINION ON THE VARIOUS ADVERTISEMENTS PRESENTED TO THE RESPONDENTS

2% 5% ATTRACTIVE 24% 38% SIMPLE COMMUNICATIVE DULL NO RESPONSE 31%

INTERPRETATION: 38%of the respondents said that the ads were attractive, 31% said they were simple, 24% said they were communicative, while 5% said the ads were dull and 2% did not respond.

SEEN ANY OUTDOOR PUBLICITY IN YOUR PLACE ABOUT VIGNAN UNIVERSITY LIKE HOARDINGS, FLEXI, ETC:
No. Of Respondents Valid MANY FEW VERY FEW NOT AT ALL Total Missing Total NO RESPONSE 51 155 84 61 351 7 358 Percent 14.2 43.3 23.5 17.0 98.0 2.0 100.0

SEEN ANY OUTDOOR PUBLICITY ABOUT VIGNAN UNIVERSITY IN RESPONDENT'S LOCATION

2% 17% 14% MANY FEW VERY FEW 24% 43% NOT AT ALL NO RESPONSE

INTERPRETATION: 43% of the respondents said that they saw few outdoor publicity events in their vicinity, 24% said that there were very few outdoor events, 17% said they did not see any events and 14% said that they saw many events in their location and 2% did not respond.

HEARD/VIEWED ABOUT ANY OF THE FOLLOWING PROGRAMS ON TELEVISION OR OTHER MEDIA:

Responses No. Of Respondents VIGNAN MAHOTSAV ABN-YOUNGISTHAN VU STUDENTS INTERACTION WITH CHANDRA BABU NAIDU VU STUDENTS PARTICIPATION IN SUPPORT OF ANNA HAZARE Total 411 100.0% 40 9.7% 159 165 47 Percent 38.7% 40.1% 11.4%

HEARD/VIEWED ABOUT ANY OF THE FOLOWING PROGRAMS ON TV/OTHER MEDIA

10% 11% 39% VIGNAN MAHOTSAV ABN-YOUNGISTHAN VU STUDENTS INTERACTION WITH CHANDRA BABU NAIDU VU STUDENTS PARTICIPATION IN SUPPORT OF ANNA HAZARE 40%

INTERPRETATION: 40% of the respondents said that they viewed ABN-Youngisthan program on TV, 39% said they heard about Vignan Mahotsav, 11% students viewed VU students interaction with N. Chandra Babu Naidu and 10% students said they heard of VU students participation in support of Anna Hazare.

CHAPTER 4

FINDINGS, SUGGESTIONS AND CONCLUSIONS

FINDINGS: 41% of the students chose Vignan University based on placements. 44% of the students took their own decision to join Vignan University. 34% of the students reported newspapers and internet as the most effective media. 62% of the respondents reported high impact of advertisements on them. 35% of the respondents said that reach of advertisements were limited to cities only. 37% of the students said that the ads were attractive and relevant. 43% of the respondents said that they have not seen much outdoor publicity, in their location. 40% of the respondents reported huge response for ABN -Youngisthan.

SUGGESTIONS: Need to increase Outdoor Publicity. Extend the reach of ads to remote places as well. Need to increase investments in popular advertising media. Can cut down advertising costs on ineffective advertising media. Positive positioning of the brand in the minds of the public.

CONCLUSIONS: The respondents reacted on a positive note and cooperated with the enumerators, during the course of the survey. The response was good, true and accurate to the various questions asked in the questionnaire. The respondents took their own decision of joining Vignan University and were happy as they said that the culture and discipline on the campus was good. As observed from the analysis of the survey, there was high impact of advertisement on the respondents and the reach of ads needs to be extended to remote places as well. Most of the responses were as expected and did not deviate much from the results observed.

ANNEXURE
A STUDY ON EFFECTIVENESS OF AD CAMPAIGN OF VIGNAN UNIVERSITY (The information provided is kept very confidential and identity will not be revealed. Please give a free and frank opinion) Name (Optional): V-SAT Rank: 1. How do you feel on joining Vignan University? a) Happy b) Very Happy c) Neutral d) Cant Say Branch in Engineering: EAMCET Rank:

2. Why did you choose Vignan University? a) Brand Image d) Placements b) Popularity e) Deemed University c) Discipline

3. Whose choice was to join/opt for Vignan University? a) Myself d) Friends b) Parents e) others f) Ads on TV c) Previous College g) Vignan marketing team

4. Did you verify/enquire about any other deemed universities other than Vignan University? a) Yes b) No

If yes, specify the name of other ________________________________________________ 5. How did you come to know about Vignan University? (You can opt for more than one) a) News papers e) E-mail b) Television f) SMS c) Radio g) Internet d) Phone h) Hoardings

6. Which media do you think was most effective in reaching you? a) News paper b) Television c) Internet d) Word of mouth e) others

7. What do you think was the impact of advertisement of students and parents?

a) Very high

b) High

c) Low

d) Negligible

8. How was a response from you and your parents about the ad campaign? a) Excellent b) Very good c) Good d) Can be better

9. Do you think ad campaign of Vignan University reached all places? a) Reached remote places also c) Limited to cities only b) Did not reach remote places d) did not cover cities also

10. What do you feel about the information/content provided in the advertisement? a) Detailed b) Relevant c) Needs improvement d) Irrelevant

11. How were the various advertisements presented to the student and parent community? a) Attractive b) Simple c) Communication d) Dull

12. How do you feel about the culture and discipline on campus of Vignan University? a) Very good b) Good c) Satisfactory d) Poor

13. Did you see any outdoor publicity in your place about Vignan University like hoardings, flexi, etc.? a) Many b) Few c) Very few d) Not at all

14. Did you hear/view about any of the following programs on television/other media? a) Vignan Mahotsav c) VU students interaction with Chandra Babu Naidu d) VU students participation in support of Anna Hazare 15. Any other issue/thing where you heard about Vignan in Media (please write in 1 or 2 lines) ___________________________________________________________________________ 16. What other media/method that can be used to reach students like you (please write in 1 or 2 lines) b) ABN- Youngisthan