SYNOPSIS ON

ADVERTISING AND MEDIA EVALUATION AS A NEED IN TODAYS SCENARIO

A SYNOPSIS FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION

ABES INSTITUTE OF BUSINESS MANAGEMENT 2010-2012

Under the guidance of:

PROF.SWATI AGGRAWAL ABES Institute of Business Management, Ghaziabad

Submitted by:
ASHISH MISHRA MBA-IV SEM. Roll no.-1061070031

INDEX Cover page Abstract Introduction Objectives of the study Importance of Study Review of Literature Research methodology Method of Data Analysis Expected Result Bibliography Questionnaire

INTRODUCTION

Advertisement is one of the most important tool of product promotion. It is the tool which generates awareness among the customer about the product. Advertising is the paid mode of the communication which give knowledge about the product attributes and how the product can be used. 4Ps are important for the marketing among them one is Promotion, which is done through the advertisement. In my dissertation I have been emphasized over Why some advertisement recalled for the several decades? This gives the idea that due to the several reasons some advertisement make place in the viewers mind. It might be the theme of the Advertisement, emotional appeal or great sense of humour. Here I have taken several advertisements which is remembered till today and will be in future also.

Meaning of Sales Promotion

Every businessman wants to increase the sale of goods that he deals in. He can adopt severalways for that purpose. We might have heard about lakhpati bano, win a tour to Singapore,30% extra in a pack of one kg, scratch the card and win a prize etc. We might also haveseen gifts like lunch box, pencil box, pen, shampoo pouch etc. offered free with some products.There are also exchange offers, like in exchange of existing model of television we can get a newmodel at a reduced price. We may have also observed in our neighbouring markets notices ofwinter sale, summer sale, trade fairs, discount upto 50% and many other schemes to attract customers to buy certain products. All these are incentives offered by manufacturers or dealers to increase the sale of their goods. These incentives may be in the form of free samples,gifts, discount coupons, demonstrations, shows, contests etc. All these measures normally motivate the customers to buy more and thus, it increases sales of the product. This approach of selling goods is known as Sales Promotion.

OBJECTIVES OF THE STUDY

To find the major objective behind advertising. To find the major factors which influence type of advertisement media chosen.

To explore the most effective medium of advertisement. To find the method of measuring effectiveness of advertisement.

To judge the role of endorsement in effective advertisement.

RESEARCH METHODOLOGY
Type of research Type of Data Sample Size Sample Method Sampling Procedure Sampling Method Extent of Study Tools of Analysis : : : : : Descriptive Survey Research : : Primary and Secondary data 80

Non Probability : Convenience Sampling

Questionnaire & Telephone Interview 8 weeks Questionnaire, Pie Charts, Bar Diagrams.

Sources of data : There are two types of sources for data collection. One is primary data and another is secondary data. PRIMARY DATA: Questionnaire: Primary data will be collect by preparing questionnaire and the people were randomly being requested to fill them

Survey : Types of Survey Technique 1. 2. Personal Interview Telephone Survey

SECONDARY DATA COLLECTION METHOD. Secondary data will consist of different literatures like books which are published, articles, internal and websites.

QUESTIONNAIRE

Personal Details:
Name of Respondent: ________________________________________________________________ Company Type:
____________________________________________________________________________________________________________________

Address:_______________________________________________________________________________________
_________________________________________________________________

1) Does your company/ Brand Advertises? a) Yes b) No

2) What are your objectives behind Advertising? a) Sales promotion c) Brand Recall b) Brand Awareness d) Image Building

3) How do you decide to Advertise? a) Adv. Budget c) Target on segments b) Reach d) Others

4) What type of Advertising you do? a) Print c) TV b) Outdoor d) Radio

5) According to you which are the most effective medium? a) Print c) TV b) Radio d) All of them

6) Why it is effective?

7) How do you allocate your Advertising Budget? a) Fixed Budget c) Flexible Budget

b) Depends

8) How do you measure the effectiveness of Advertisements? a) Market Research c) Ad. Recall b) Return on Investments d) Others

9) According to you what will be the actual return on your Investments? a) Increase in Sales c) Brand Recall b) Image Building d) Others

10) Are the celebrities really helpful in increasing the returns on investments? a) Yes b) No

11) If yes, then why do some of the top brands do not use celebrities?

BIBLIOGRAPHY

1) www.google.com,www.indiainfoline.com, 2) Marketing Management :- By Philip Kotller,Foundation of Advertising :- By S.A. CHUNAWALL K.C. SETHIA.

ABSTRACT
The advertising arena is witnessing a change from conventional to advance domain. In the project emphasis will be made on advertising effectiveness . This project report will be covering no. of elements like various media used for advertising, strategies, expenditure, shortcoming etc.

In fact this report will be revealed different aspect of advertising effectiveness this aspect such as advertising expenditure, sales growth, product awareness, market share etc.

Expected Result

The main reason behind advertisement would be sales promotion.

People would be opt TV in type of advertisement.

Fixed budget would be allocate Advertising Budget.

Market research would be the main effectiveness of Advertisements.