Dissertation Project Report On

A comprehensive study of below the line (BTL) activities in

media and entertainment (A special case study of National Capital Region) By

Ishita Arora
A0101911182

MBA Class of 2013

Under the Supervision of Mr. Vivek S. Tomar Assistant Professor Department of Marketing
In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration At

AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2013

DECLARATION

Title of Project Report:A comprehensive study of below the line (BTL) activities in media and entertainment (A special case study of National Capital Region)

I declare

(a) That the work presented for assessment in this Dissertation Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged.

(b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date :

Ishita Arora A0101911182 MBA Class of 2013

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CERTIFICATE

T h i s i s t o h e r e b y t o c e r t i f y that Ishita Arora student of Masters of Business Administration at Amity Business School; Amity University Uttar Pradesh has completed the Project Report on A comprehensive study of below the line (BTL) activities in media and entertainment (A special case study of National Capital Region) under my guidance.

Vivek S.Tomar Assistant Professor Department of Marketing

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ACKNOWLEDGEMENT

First and foremost, I would like to thank my faculty guide, Mr Vivek S.Tomar, for allowing me to undergo internship under his guidance and supervision. It gave me an opportunity to participate and learn a great deal about the various promotional strategies used by the marketers currently, especially about the various below-the-line promotional strategies used in the media.

His willingness to motivate me contributed tremendously throughout my project. I would also like to thank him for guiding me with some examples that related to the topic of the project, for suggesting alternative solutions & sharing their valuable experience & knowledge with me, and also for facilitating me in gaining practical knowledge.

I would also like to thank all those who participated in my survey because of which I was able to complete the project. Finally, an honorable mention goes to my family and friends for their understanding and support in me in completing this project.

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TABLE OF CONTENTS

DECLARATION...............ii CERTIFICATE.............iii ACKNOWLEDGEMENT................iv LIST OF TABLES...............vii LIST OF FIGURES...................ix ABSTRACT.......x

1. INTRODUCTION......................................................................................................1 1.1 Rationale of the Study..............1 1.2Theoretical Framework...................................1 1.2.1 Background of the study.... ...1 1.2.2 Various campaigns taken into view...............................4 1.2.3 Word of mouth marketing.................................10 1.3 Main Objectives.....................................................................................12 1.4 Research Hypothesis................................................................................12

2. REVIEW OF THE LITERATURE.........................................................................13

3. RESEARCH METHODS AND PROCEDURES....................................................19 3.1 Purpose of the Study...........19 3.2 Research Design.....19 3.3 Research Questions........19 3.4 Research Hypothesis..20 3.5 Participants.........20 3.6 Data Collection technique and procedure..20 3.7 Instruments Used............21 3.8 Tools Used..........21 3.9 Limitations..21

4. DATA ANALYSIS AND FINDINGS ................................22 4.1 Findings .........22 4.2Summary of Findings.............42 5. CONCLUSIONS AND RECOMMENDATIONS.......44 5.1 Recommendations .............44 5.2 Conclusion......45 REFERENCES.....46 Web Resources.............47 APPENDIX..48

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List of Tables Table No. Table 4.1 Table 4.2 Title Demography Analysis Frequency every week Table 4.3 Frequency of time spent on internet per day Frequency of preferred email account Frequency of no. of members using a social network Frequency of primary social networking site Frequency of time spent on online social network per day A n a l ys i s o f L i k e r t s c a l e q u e s t i o n s Frequency of campaigns that people are aware of Frequency of motivation to product because of the jingle by the 23 of logging on to internet Page No. 22 23

Table 4.4 Table 4.5

24 24

Table 4.6

25

Table 4.7

25

Table 4.8 Table 4.9

26 29

Table 4.10

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Table 4.11

Frequency of if people shared such jingles through their social network Frequency of factors share such songs Correlation Table 1 Correlation Table 2 making people

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Table 4.12

31

Table 4.13 Table 4.14

32 34

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Table 4.15 Table 4.16 Table 4.17 Table 4.18 Table 4.19

Crosstab table 1 Crosstab Table 2 Crosstab Table 3 Crosstab Table 4 H yp o t h e s i s T e s t i n g

35 36 37 38 38

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List of Figures Figure No. Figure Name Page No. Figure 1.1 Figure 1.2 Figure 1.3 Figure 1.4 Figure 1.5 Hare k friend zaroori hota hai campaign Jo mera hai wo tera hai campaign Honey Bunny Campaign Vodafones campaigns Zoozoo campaign 4 6 7 8 10

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Ishita Arora A COMPREHENSIVE STUDY OF BELOW THE LINE (BTL) ACTIVITIES IN MEDIA AND ENTERTAINMENT (A SPECIAL CASE STUDY OF NATIONAL CAPITAL REGION).

Ab s t r a c t

The objective of the project was to study the various below the line activities carried out by the marketers using media and entertainment as the sources. The media and advertising source considered here is primarily social media as it is the most upcoming form of advertising. There are two kinds of marketing strategies that can be used to promote any product: above-the-line (ATL, essentially advertising in the mass media) and below the line (BTL). These category names reflect the business practices of advertising agencies. Other forms of promotion-events, direct marketing, email promotions, text message promotions, premiums, price reductions, public relations, activities, sponsorships, trade shows exhibitions, sales literature and catalogues- come in the category of BTL activities. This paper considers the BTL activities which are used in media and entertainment. They include word-of-mouth marketing, email promotions and text message promotions. A survey on viral marketing is also included which helps us in configuring out what were the essential features of a jingle which made it viral. The paper includes a study on the consumer understanding towards the word-ofmouth features in the social media. If the consumers are affected by them and to what extent are they affected. The paper finally tells if these activities help in understanding and changing the buying behavior of the consumers or not.

CHAPTER 1: INTRODUCTION

1.1 Rationale of the Study This study is intended towards BTL activities which media and entertainment industries can use for their effective promotion as it will benefit the media and entertainment industry to become more cost-effective and target to a specific audience. BTL initiatives act like traditional direct marketing efforts- they aspire to establish targeted relationships between marketers and individual consumers. These strategies are now recognized as economical, unique, and personal ways to achieve cut-through in the supersaturated advertising environment.

1.2 Theoretical Framework 1.2.1 Background of the Study Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering. In Latin, ad vertere means to turn the mind toward. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves associating a product name or image with certain qualities in the minds of consumers. Noncommercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit

organizations may rely on free modes of persuasion, such as a public service announcement (PSA). Above the line (ATL), below the line (BTL), and through the line (TTL), in organizational business and marketing communications, are advertising techniques, or different strategies companies use to sell their products. In a nutshell, while ATL communications use media that are broadcast and published to mass audiences, BTL communications use media that are more niche focused. While both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), it is BTL communication that gives the marketer the ability to tailor their messaging in a more personal manner to the audience. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. These insights can then be used to inform the next BTL communication to the audience and tailor the messaging based on the feedback received. "Through the line" refers to an advertising strategy involving both above and below the line communications. This strategic approach allows brands to engage with a customer at multiple points (for example, the customer will see the television commercial, hear the radio advert and be handed a flyer on the street corner). This enables an integrated communications approach where consistent messaging across multiple media creates a customer perception. Above the line sales promotion ATL is a type of advertising through media such as television, cinema, radio, print, and Out-of-home to promote brands or convey a specific offer. This type of communication is conventional in its nature and is considered impersonal to customers. It differs from BTL advertising, which uses unconventional brand-building and promotional strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and printed media (for example brochures). It is much more effective than when the target group is very large and difficult to define.

Advertising agencies, initially, made commission from booking media (Television, cinema, radio, press, out-of-home and magazines). As below the line had no media involvement there was no commission to be made for the advertising agencies. The accountants thus labeled the different media ATL and BTL depending on where it would sit in the balance sheet and profit and loss accounts (ATL where they made a profit and BTL where they did not) Since then, models have changed and clients are no longer charged for their media in that way. The line For some marketers the "line" divides the realm of "Awareness or Attention focused marketing" and that of "Interest + Desire focused marketing". Since audience numbers in the Interest and Desire phase of the AIDA sales model narrow down to a fraction of the Awareness audience, the line could be drawn right below the awareness set of activities. In other words, the Line refers to the profit line of the agency, with above the line activities being more profitable (or at least profitable) for advertising agencies, and below the line activities of little value to agencies since they didn't involve large budgets and hefty kickbacks from media buying houses. Sales promotion Below the Line uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line advertising typically focuses on direct means of communication often using highly targeted lists of names to maximize response rates. In addition, above the line is much more effective when the target group is very large and difficult to define. But if the target group is limited and specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness.

Through the line More recently, in the past 5 to 6 years, agencies and clients have switched to an "Integrated Communication Approach", or "through the line" approach. In the TTL approach, a mix of ATL and BTL are used to integrate a marketer's efforts and optimize returns from these separate investments. Below-the-line promotion involves promotional techniques which aim to reach consumers more directly and which are more within the organizations control. Belowthe-line promotions include different and interesting ways of connecting with targeted groups.

1.2.2 Various viral campaigns taken into view Airtel- Har ek friend Zaroori Hota Hai Campaign

Figure 1.1- Har ek friend zaruri hota hai campaign Airtel founded in 1992, by Sunil Bharti Mittal when the Bharti group won a bid to build a cellular phone network in Delhi. In 1995, Bharti Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi. In its earlier years like other service providers Airtel had its own share of problems, but under the leadership of Sunil Mittal, Airtel overcame all the challenges and by 2005 (in less than 10 years) Airtel had a pan India presence and was offering services in remote location like Andaman and
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Nicobar. Today, Airtel is the largest cellular service provider in India and the third largest in the world. Airtel was the first player in India to offer some niche services like BlackBerry, Call Back tunes, personalized ring tones and had some of the biggest names like Sachin Tendular, A. R Rahman, Sharukh Khan on board to promote itself, yet it was behind Vodofone in postpaid category or the corporate sector. Promotional strategy- Airtel always backed on relations or human emotions in their communication, small child speaking to his father who is in Delhi over a toy phone as his mother did not allow him to play, spoke all about human emotions and relationships. Failed campaign- Airtel which was enjoying a near monopoly in pre-paid and among youths decided to target corporate as well as post-paid subscribers with its new communication. In 2010 Airtel decided to rebrand with a new logo and new signature tune and it launched Dil Jo chaahe paas laye campaign. The campaign failed to accomplish what it was supposed to. BTL campaign- In August 2011, the brand launched its Har ek friend zaroori hota hai campaign with the same old signature tune which was modified and re established itself among the youth as an out-and-out friendship brand. The task back was to make the brand more contemporary and youthful. The communication leveraged on emotions (friendship) as well as the product (mobile phones) which connect all of them. The campaign was a runaway success and everyone was again humming the tune. Since then, all of Airtels campaigns have been inspired by the theme of friendship. In Marketing the Product and Promotion (Two Ps) are directly associated with a third P that is People. Through Promotion content an association is created between People (Consumer) and the Product (Tangible or Intangible). Once this association it is very difficult to change People (consumers) perception about the product. Consumers could not associate with Dil jo chaahe paas laaye campaign as it did not speak about any human emotion nor could consumers associate with Airtel as everything was new in it right from Logo, theme as well as the signature tune, while as Har ek friend zaroori
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hota hai spoke about the very fundamental emotion of love and friendship and the signature tune gave a recall factor which again associated the consumers with Airtel rather than alienating them. Airtel- Jo mera hai wo tera hai

Figure 1.2- Jo mera hai who tera hai campaign Taking its friendship theme forward, telecom brand Airtel has released an ad campaign titled 'Jo mera hai woh tera hai', that conveys the insight that friendship equals sharing. Crafted by Taproot India, the campaign has at its centre a film that has been released on TV (65 seconds) as well as online (105 seconds on YouTube). The picturisation is vibrant, peppy, colourful and pretty much bursting with youth, and the upbeat mood of the ad is complemented by an anthem that has started creating quite a buzz on the digital space. The new television commercial (TVC) emphasises the importance of internet in strengthening the bond of friendship. The tempo in the ad picks up as an energetic bunch of young adult gets rocking on an open-top, double-decker bus, celebrating the way they can share their lives via the internet BTL Activity:- The TVC is supported by digital as well as on-ground activation. Through a Facebook event leading to the launch of the TVC, Airtel generated a virtual friendship band, touted as the longest in the world, that helped create a lot of buzz around
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the new campaign. Airtel saw more than 1,80,000 people downloaded the app, with 12.6 million friends putting on the virtual band. Ideas Honey Bunny Campaign

Figure 1.3- Honey bunny campaign On December 1, the Aditya Birla group company launched its new ad campaign Idea Rings All India after running a high-intensity teaser campaign for three days. The jingle caught on much faster than expected, with many humming it and some making it their Facebook and e-mail status. In February 2012, the Supreme Court cancelled Idea Cellulars 13 licenses, of which seven were operational. During the spectrum auction in November, the company won spectrum in eight circles, which included seven circles where its licenses were cancelled. Idea Cellular, the countrys fourth largest operator by subscriber base, now has operations across all the 22 telecom circles. The Honey Bunny page on the companys Web site recorded more than one million visits during the first nine days of the campaigns launch. The YouTube page got about 1.9 lakh views, while the Facebook page received more than 2,000 likes. The campaign, Idea Rings All India, involves radio, TV, digital (social networking sites such as YouTube, Twitter and Facebook), cinema theatres and outdoors. However, print is the one medium missing from the campaign.

Vodafones Zoozoo campaign

Figure 1.4- Vodafones campaigns ZooZoo was created to promote the value added services ( VAS) of Vodafone. Vodafone was trying hard to capture the VAS Space because it is a potential cash cow for cellular companies. Vodafone also wanted to make the most of the IPL season 2. Although IPL is a crowd puller, it is also a marketer's nightmare because of the clutter. IPL attracts all the deep pocket advertisers and to stand out, one needs to think out of the box.

Thus ZooZoo was born. ZooZoo is a semi alien semi-human character living in an earth-like place ( lot of which is left to the viewer's imagination).These are very very simple beings who are very expressive. They laugh aloud , cry loud and have a childlike simplicity around them. ZooZoo also highlights the power of storytelling. Each ad tells a very simple story. Another factor that aided the success of ZooZoo is the scale of the campaign.Reports suggest that there were around 25 different ads of ZooZoo that aired during the IPL season. This unprecedented scale has kept the curiosity high among the viewers. It has infact dwarfed all the other advertisers in that season. BTL activity:- Vodafone has taken ZooZoo beyond advertising. The fanclub in the facebook page of ZooZoo has already touched 70,000 and counting. The brand has comeout with an interactive quiz that shows the type of ZooZoo a person is. There are also mobile downloads of wallpaper, screensaver etc. All these have transformed into a great viral movement. There was already a plethora of mail forwards and blog posts celebrating ZooZoo. Vodafone has benefitted immensely by this campaign. It caught the attention and fancy of the consumers, aroused curiosity, told stories and made people retell the story.

Figure 1.5- Zoozoo campaign 1.2.3 Word of Mouth Marketing Word-of-mouth marketing (WOMM, WOM marketing), also called word of mouth advertising, is an unpaid form of promotionoral or writtenin which satisfied customers tell other people how much they like a business, product, service, or event. According to Entrepreneur Media, word-of-mouth is one of the most credible forms of advertising because people who don't stand to gain personally by promoting something put their reputations on the line every time they make a recommendation.
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Concepts Buzz Marketing buzz or simply "buzz" is a term used in word-of-mouth marketing the interaction of consumers and users of a product or service serves to amplify the original marketing message. Some describe buzz as a form of hype among consumers, a vague but positive association, excitement, or anticipation about a product or service. Positive "buzz" is often a goal of viral marketing, public relations, and of advertising on Web 2.0 media. The term refers both to the execution of the marketing technique, and the resulting goodwill that is created. Examples of products with strong marketing buzz upon introduction were Harry Potter, the Volkswagen New Beetle, Pokmon, etc. Viral effects Viral marketing and viral advertising are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of virus or computer viruses. It can be word-ofmouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, Advergames, ebooks, brandable software, images, or even text messages. The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and have a high probability of being taken by another competitor and create viral messages that appeal to this segment of the population. The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaignsthe unscrupulous use of astroturfing on-line combined with undermarket advertising in shopping centers to create the impression of spontaneous word-of-mouth enthusiasm.

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1.3 Main Objectives The main objectives and the purpose of the research paper are as follows:i. ii. To identify the various BTL activities used by the existing marketers To identify if these activities help the marketers target their product to the niche segment iii. To study if these activities are able to generate more awareness and participation by the target audience.

1.4 Research Hypothesis

H0:- BTL activities in Media and Advertising do not have an impact on the Recall, Participation and Respone of the target audience

H1:- BTL activities in Media and Advertising does have an impact on the Recall, Participation and Respone of the target audience

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CHAPTER 2 REVIEW OF THE LITERATURE

Russel Jennie(2010) suggested in a white paper titled, Evaluate the Effectiveness of Social Media Marketing on Hotels, that, the internet has forced companies to transform themselves to be more interactive, innovative and efficient as the online consumer is more active, demanding and in control; if unhappy about a service the hotels reputation can be damaged as negative information posted online is instant and public; sharing their opinion with hundreds of thousands of potential customers. However, savvy marketers are increasingly using social media to let guests sell their hotels, which is authentic marketing at its best. Marketers need to implement dedication, time and resources in social media marketing to be successful and stay ahead of their competitors; most hotels lack the resources required to effectively implement social marketing strategies. This paper presents the results of an exploratory study on the different perspectives of social media marketing. It was found that some hotels have more developed social media marketing strategies than others but all are willing to learn and develop. Consumers had mixed opinions on social media marketing which lead to calls for recommendations to be derived from secondary research for the effective use of social media marketing. Rosemary Thakery et al., (2009), suggested in their white paper titled, Enhancing Promotional Strategies Within Social Marketing Programs:Use of Web 2.0 Social Media, that, the Internet based applications, in which users control communication, enhances promotional efforts within social marketing campaigns. It can directly engage consumers in the creative process by both producing and distributing information through writing, content sharing, social networking, etc. It also enhances the power of viral marketing by increasing the speed at which consumers share experiences and opinions with progressively larger audiences. However, as strategic issues such as priority audience preferences, selection of appropriate applications, tracking and evaluation, and related costs are carefully considered, social media will expand to allow
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marketers more direct access to consumers with less dependency on traditional communication channels. W. Glynn Mangold, David J. Faulds explained in their white paper titled, Social media: The new hybrid element of the promotion mix, that, the emergence of Internetbased social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to consumer communications has been greatly magnified in the marketplace. This paper argues that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. The content, timing, and frequency of the social media-based conversations occurring between consumers are outside managers direct control. This stands in contrast to the traditional integrated marketing communications paradigm whereby a high degree of control is present. Various methods used for this are using blogs, social media tools, and promotional tools to engage customers. Sanjeev Singhal and Dr Rajendra Singh suggested in their white paper ti tled, A Study of Viral Marketing - Need Of Y Generation Customers, showed the impact of viral marketing in the current competitive market. As per the survey conducted and the results reviewed it was implied, Viral Marketing is a new emerging technique in the current scenario of the marketing world. This can be and should be used in all the sectors as this is the most economic and effective tool that has the potential to boost the promotion campaign up to an extremely great extent. The services and the benefits of this technique can be offered to all the sectors. Chittenden Lisa, Rettie Ruth (2002) suggested on a white paper titled, An evaluation of E-Mail Marketing and factors affecting response, that, the advent of Internet created a new channel for marketing. E-mail changed the way of how, why and what people communicate to one another. And so, the marketers have started to replicate their offline advertising methods to online ones. Communication through Internet is easier, cheaper and quicker, also, E-mail offers one to one marketing, and thus is more appealing to the marketers. E-mail helps them to establish two way channel for
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communication aiding in relationship building. The various results that came out from the primary research were that an attractive and a colorful e-mail generated more response also targeted e-mail always gives a better response. A disadvantage of e-mail marketing is that if a person unsubscribes it then it becomes very difficult for the marketer to pass new and related information or just to communicate and thus leads to losing the retention of the customers. Also, longer mails generate lower response and higher unsubscribe rate Lawson Rob, Woolicraft Ben(2002) explained in the white paper titled, Critical stages in Marketing that, critical states are those states that lie between routine conditions and chaotic conditions. Events in routine conditions are very much predictable as compared to the chaotic conditions. It suggests that although markets do react to external influences such as exchange rate changes or increases in incomes, they do not react in a consistent or predictable way. Thus an increase in average incomes this month might produce no discernable impact on demand while a similar change in two months time might, because of features inherent in the network of relationships within the market, trigger a series of demand changes throughout the market. Kiran Vasanth, Majumdar Mousumi, Kishore Krishna(2012), suggested in a white paper titled, Marketing the Viral Way: A Strategic Approach to the new era of Marketing, that, From time to time, marketers have concentrated on adopting various marketing techniques to attract consumers. Viral Marketing through internet is one such approach which breaks the traditional brick-and-mortar model of marketing. The paper tells about the various determinants involved in designing viral marketing campaigns and its outcome in terms of consumer response. While the popular seeding approach is known to spread the marketing word, the paper focusses on the survey method to identify patterns of consumer responses towards viral marketing. There is clearly more to explore from the perspective of viral marketing to enhance the experience of customers about the online media. This paper focuses on the concept of viral marketing as a tool to influence consumers purchasing decisions which positively, may impact on sales. Dr. Nigam Ashutosh (2012) explained in a white paper titled, Influence of Social Networking in Brand Development Practices from Marketers Prospective, that, Popularity of social networking sites with deeper penetration of internet enables
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marketers to exploit it as new emerging medium for brand developing exercises. Interaction of social networking sites with brand results in positive positioning in prospective and current customer base. The medium can be exploited by marketers for developing strong brand and pushing their messages out through a variety of media. Effective and timely execution in social-media networking sphere will serve a paradigm to differentiate brand, drive brand identity and reputation through loyal consumer bases. Dr. Bansal Harbhajan, Nharti Charu, suggested in a white paper titled, Social Networking Websites as Marketing Tool: A Study on Use of SNWs as an Emerging Marketing Tool, that This survey focus on study of how Social Networking Websites, like Facebook, Twitter, YouTube, etc, can play a significant role in the marketing strategy of a brand(s), for any marketer. The survey is based on data collected from 300 respondents, both males and females, in the age group of 18-30, who are the member of one or more Social Networking Website. Social Networking Websites (SNWs) can play an increasingly important role as a marketing platform. More and more retailers use social media to target teens and young adults, and social networking sites are a central venue in that trend (Market Watch 2008). The Sub theme is Marketing (Internet Marketing) Freeman B and Chapman S(2008) wrote an article on, Gone viral? Heard the buzz? A guide for public health practitioners and researchers on how Web 2.0 can subvert advertising restrictions and spread health information, that, Many nations have banned or curtailed advertising of potentially harmful products to protect public health, particularly in the area of chronic disease control. The growth in Internet-based marketing techniques is subverting these advertising regulations. Explosive rises in use of social networking and usergenerated content websites is further fuelling product promotion through electronic media. In contrast, there is a very limited body of public health research on these new media advertising methods. This paper provides an overview of these advertising methods and details examples relevant to chronic disease control. There is a vast untapped potential for health practitioners and researchers to exploit these same media for health promotion.

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Piredda Francesca(2007) suggested on a white paper titled, Communication Design For Digital Convergence. A Strategic Approach To The Audiovisual Communication System that, Digital technologies are deeply changing the media system. In fact, production and distribution are getting less expensive, communication channels are spreading out and platforms are consistent. Moreover, users could have an active role producing, archiving, using and uploading contents. The phases of the process are more or less the following ones: content production, content packaging, network providing and device delivery. A growing trend towards the outsourcing of the concept and the production phases makes many actors in the value chain getting the role of editors and producers. The convergence process develops in two directions: top-down, which is corporate-driven, and bottom-up, which is consumer-driven. The synergy of those inputs can considerably improve the entire communication system and its quality. This complex and unsettled situation aids the widespread of TV. In fact, the televisual appears to be the most pervading model because of its aesthetics, language and also from the economic and political point of view. Indeed, platforms are consistent, but the real convergence deals with the cultural, productive and entertainment industries, which are all merging into the televisual. The televisual is used here to name a relational domain that constitutes an ever expanding immaterial environment created by the interaction of all electronically inflected visual media digitized film, TV (in all its transmission modes), video/DVD, computers/the internet, cell phones. The paper identifies one main problem: which relationship exists between broadcasting and Web 2.0? The hypothesis is that, facing digital media convergence, communication design has to deal with writing for the intermedia storytelling (Jenkins, 2004) and strategic design of bottom-up contents. Design has the role of promoter and mediator for the building and the improvement of a participatory TV, which is consistent with the collaborative nature of the digital. TV 2.0 (Mizzi, 2006) is the actual challenge of communication design. Nemanja, Koivisto Elina(2012) explained in a white paper titled, Best Practices in Viral Marketing, that, any marketing communications message has the potential to go viral provided that the social object it contains is audience relevant and that the proper viral mechanics are in place. Three types of content are identified which increase the likelihood of a marketing communications message going viral and those include:
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entertainment, positive messages and interactive content. Furthermore, the findings show that the role of virality within integrated marketing communications remains primarily associated with short-term marketing objectives such as sales, raising awareness etc. however not exclusively so, depending on the type of content of the campaign in question.

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CHAPTER 3:RESEARCH METHODS AND PROCEDURES

3.1 Purpose of the Study The main objectives are as mentioned below: 1. To identify the various BTL activities used by the existing marketers 2. To identify if these activities help the marketers target their product to the niche segment. 3. To study if these activities are able to generate more awareness and participation by the target audience

3.2 Research Design The study is a cross sectional study and descriptive research. An intensive secondary research is conducted to gain insights into the BTL activities. The sampling used is convenience sampling.

3.3 Research Questions The questions used in the research consisted of: a. Dichotomous questions. b. Questions using Likert Scale. c. Questions with multiple options. d. Ranking Questions. e. Rating questions

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3.4 Research Hypothesis H0:- BTL activities in Media and Advertising do not have an impact on the Recall, Participation and Respone of the target audience

H1:- BTL activities in Media and Advertising does have an impact on the Recall, Participation and Respone of the target audience

3.5 Participants

A total of 100 respondents were interviewed to gain insights.

3.6 Data collection technique and procedure A. Primary Data The primary data has been collected initially with the help of an unstructured questionnaire to develop a base for the study and then a structured questionnaire was formed on the basis of secondary data and pilot study to record the responses of consumers.

B. Secondary data Already existing data is called secondary data. They were collected by following method: i. ii. iii. iv. Research papers from the Internet Books on marketing research and branding Published Reports and documents by various authors. Official web sites.

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3.7 Instruments Used A self-administered questionnaire was used as research instruments to conduct research.

3.8 Tools Used i. Frequency Analysis: Various respondents undertook a frequency analysis for each question to obtain the distribution of responses. ii. Cross Tabulation:Cross tabulation refers to the display of two or more variables together in a tabular format. Cross tabulation was done to find out the distribution of various responses under the heads of various demographic variables like age, gender, income etc. Following software has been used during analysis and compiling of data. SPSS Microsoft Excel Microsoft Word

3.9 Limitations 1. The extent of research was only restricted to Delhi and NCR.

2. Lack of availability of ample prior research works on the topic.

3. Some of the candidates had to respond online and on the phone which may be open to some biases in the answers.

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CHAPTER 4: DATA ANALYSIS AND FINDINGS

4.1 Findings

The primary data collected through structured questionnaires from 100 respondents, was analyzed by means of Descriptive analysis (Frequencies and Cross Tabulations), Measure of Central Tendencies, Parametric Tests and advanced statistical hypothesis tests and interpretations are made from the statistics.

1. Demographics Analysis Table 4.1- Demography Gender: Females Males Total Age : 16-25 26-35 36-45 48 52 100 84 13 3 100 12 2 22 64 100

Total Occupation: Businessman Homemaker Service Student

Total

Interpretation: - Mostly the respondents lie in age group of 16-25. The second major age group is below 26-35yrs.The majority of respondents were students followed by people in the service. The sample consisted of 52 males and 48 females.

22

2.

The frequency at which people log on to the internet weekly

Table 4.2- Frequency of logging on to internet every week Frequency 0-2days a week 5 3-4 days a week 13 5-6 days a week 12 Every day Total 70 100

Interpretation:- Majority of the people, i.e., a total of 70% of the sample logs on everyday on the internet.

3. Time spent on the internet per day

Table 4.3- Time spent on the internet per day Frequency 1-4 hours 4-8 hours 8- 12 hours Less than 1 hour More hours Total than 12 48 22 12 15 3 100

Interpretation:- Majority of the people(48%), spend around 1-4 hours on the internet per day.
23

4. The preferred email account

Table 4.4- Which web browser email account do you own Email account preferred Gmail Yahoo Hotmail MSN Total Percentage 82% 50% 13% 1% 100

Interpretation: - The majority, i.e., 82% of the population considered, prefer using Gmail as the email account. 50% of the population uses Yahoo as their email account. Hotmail is used by just 13% of the population. Only 1% of the population prefers using MSN as their email account.

5. Are you a member of an online social network?

Table 4.5- Are you a member of an online social network Frequency No Yes 4 96

Total 100

Interpretation: - The majority, i.e., 96% of the population is a member of the online social media.

24

6. What's your primary social networking site?

Table 4.6 : - what's your primary social networking site? Frequency Facebook 82 LinkedIn 7 Orkut Twitter Total 1 10 100

Interpretation :- For the majority of the people, i.e., 82%, Facebook is the primary social networking site, followed by Twitter and then LinkedIn

7. Time spent on the online social network per day.

Table 4.7- Time spent on online social networking site per day. How much time do you spend on your online social network per day? Frequency 0-1 hr 1-4 hrs 4-8 hrs More hours Total than 8 38 47 11 4 100

25

Interpretation:- Majority of the people(48%) spend around 1-4 hrs on the online social network per day.

Likert Scale questions

Table 4.8- Analysis of Likert scale questions Statements Strongly Agree I am aware of 20 59 6 10 Agree Undecided Disagree Strongly Disagree 20 100 Total

internet advertisements

trust

word-of- 8

39

30

16

100

mouth communication the internet on

It is important for me 16 to hear about the experiences of others before buying a

61

14

100

product or service I am more affected 8 by comments negative about 45 30 13 2 100

products as compared to positive comment

26

Table 4.8 (continued)- Likert Scale Questions I usually want to be 14 the first to try out a new product/service 23 23 33 7 100

It makes me feel 13 good to be able to spread about services messages products to or my

45

29

13

100

friends on internet I trust more in what 11 people are saying 38 31 16 4 100

about services than products

Through

internet 13 I

63

10

12

100

word-of-mouth,

learnt about brands of products/services Im more inclined to 21 purchase products/services when the messages were passed by

39

26

10

100

people I know Ive purchased actually 14 a

43

15

24

100

27

product/service after hearing about it from the internet

The internet word-of- 20 mouth helps to

40

27

100

strengthen my belief and commitment

towards a brand of product/service

Interpretation Majority of the people agree to the statement that they are aware of the internet advertisements and they do trust the word of mouth communication on the internet.

The majority of the people feel that yes, it is important for them to hear about the experiences of others before buying a product or service, moreover, they are more affected by the negative comments about the products as compared to the positive , also, they trust more in what people say about services than products.

Majority of the people do not want to be the first one to try out a new product/ service but they feel good to be able to spread messages about products/services on the internet.

Majority of the people agree to the fact that they do learn about brands of products/services through internet word-of-mouth and internet word of mouth helps to strengthen their belief and commitment towards a brand of product/service.
28

Majority of the people agree that they are inclined to purchase products/ services when the messages were passed by people they know and, theyve actually purchased a product/ service after hearing about it from the internet.

Analysis of multiple response sets (questions having more than one answers)

Table 4.9- Campaigns that people are aware of Name of the Campaign Airtel- Jo mera hai wo tera hai Vodafone-Zoozoo Idea- Honey Bunny Airtel- Hare k friend zaroori hota hai Yes 72 85 70 75 No 28 15 30 25 Total 100 100 100 100

Interpretation:- Almost everyone is aware of the asked campaigns, with Ideas honey bunny being least famous and Vodafones zoozoo being the most famous campaign.

29

Questionwise Analysis 1. Do these jingles motivate you to buy the product?

Table 4.10- Do these jingles motivate you to buy the product Statements I do not understand what advantage the brand wants to communicate I find them annoying The jingles such as above provide me with the information the brand wants to communicate These jingles are just fun to listen and nothing else Total 100 60 28 3 9 Frequency

Interpretation:- Majority of the people, i.e., 60% of the people feel that the jingles are just fun to listen and nothing else. But, the next major group, 28% of the population believe that the jingles provide them with the information the brand wants to communicate.

30

2. Did you share these jingles through your social network?

Table 4.11- If people shared such jingles through their social network Frequency No Yes 49 51

Total 100

Interpretation: - 51% of people did share such jingles through their social network and made them viral.

3. If yes, what made you share such songs?

Table 4.12- If yes, what made you share such songs? Frequency Lyrics Refreshing superb beats Since sharing, everyone so I was too 2 sound, 18 72

decided to share Video Footage Total 8 100

Interpretation:- Majority of the people were motivated by the refreshing sound and superb beats which made them to share such songs.

31

Correlations :-

1. Correlation between: It is important for me to hear about the experiences of others before buying a product/service (activity) and a. Through internet word of mouth, I learnt about brands of products/services (Awareness) b. I'm more inclined to purchase products/services when the messages were passed by people I know (Participation) c. I've actually purchased a product/service after hearing about it from the internet (Participation) d. The internet word-of-mouth helps to strengthen my belief and commitment towards a brand of product/service (Awareness)

Table 4.13:- Correlation table 1

Correlations Statements I'm more inclined to purchase I've actually The internet

purchased word-of-mouth helps to

products/ser a

Through internet vices when product/se strengthen my It is important for me word-of-mouth, the to hear about the I learnt about messages rvice after belief and hearing commitment towards a brand of product/service .226* .024

experiences of others brands of before buying a product or service It is important for me to hear about the 1

were passed about it

products/service by people I from the s .354** .000 know .298** .003 internet .257** .010

32

experiences

of

others 100 100 100 100 100

before buying a product or service Through internet wordof-mouth, I learnt about brands products/services I'm more inclined to purchase products/services the messages when were of

.354** .000 100 .298** .003

.540** .000

.343** .000 100 .373** .000

.462** .000 100 .593** .000

100 .540** .000

100 1

100 .257** .010 100

100 .343** .000 100 .462** .000

100 .373** .000 100 .593** .000

100

100 .419** .000

passed by people I know I've actually purchased a product/service after 1

hearing about it from the internet The mouth internet word-ofto 100 .419** .000 100 1

.226* .024

helps

strengthen my belief and commitment towards a brand of product/service **. Correlation is significant at the 0.01 level (2tailed). *. Correlation is significant at the 0.05 level (2tailed). 100 100 100 100 100

Interpretation:- The activity of hearing about the experiences of others before buying a product or service has a significant and positive correlation with the awareness as it helps people to learn about the new brands of products and services. Also, when people tend to hear these experiences from people they know, they tend to buy that product/service. This
33

word-of-mouth technique helps the people to strengthen their beliefs on the brands of products and services and make them buy these products.

2. Correlation between- It makes me feel good to be able to spread messages about products/services to my friends on internet* I usually want to be the first one to try out a product/service

Table 4.14- Correlation Table 2 Correlations Statements It makes me feel good to be I usually want to able to spread messages about be the first to try products or services to my out friends on internet It makes me feel good to be able to spread messages about 100 .200* .046 100 100 100 1 1 a new

product/service .200* .046

products or services to my friends on internet I usually want to be the first to try out a new product/service

*. Correlation is significant at the 0.05 level (2-tailed).

Interpretation:- The activity of being the first one to try out a new product/service has a significant positive correlation with the fact that people feel good to spread messages about product or services on internet. In other words, more the people try out new products, more are they inclined to spread positive word of mouth for them on the internet.

34

Cross-Tabulations:1. Do these jingles motivate you to buy the product? * Age Crosstabulation

Table 4.15-Crosstab table 1 Do these jingles motivate you to buy the product? * Age Crosstabulation Statement 1 Do these jingles Options I do not understand 5 2 2 9 16-25 26-35 36-45 Total

motivate you to buy the what advantage the product? brand wants to communicate I find them annoying The jingles such as above provide me with the information the brand wants to communicate These jingles are just fun to listen and nothing else Total

25

28

52

60

84

13

100

Interpretation:- Marketers shall target the youth lying in the age group of 16-25 as they are most attentive to what information the brand wants to communicate from the viral jingles.

35

2.How often do you log on to internet every week? * Through internet word-of-mouth, I learnt about brands of products/services

Table 4.16- Crosstab table 2 How often do you log on to internet every week? * Through internet word-of-mouth, I learnt about brands of products/services Crosstabulation Statement 1 How often do you log on to internet every week? Options 1 2 3 6 8 46 63 3 1 3 1 5 10 4 0 4 3 5 12 5 0 0 0 2 2 Total 5 13 12 70 100

0-2days a week 1 3-4 days a week 0 5-6 days a week 0 Every day 12 13

Total

Interpretation- People who log on to the internet strongly agree to the fact that they learn about brands of products/ services, proving the hypothesis that BTL activities in media do have a strong impact on the recognition of a brand.

36

3.How much time do you spend on your online social network per day? * I've actually purchased a product/service after hearing about it from the internet Crosstabulation

Table 4.17- Crosstab table 3 How much time do you spend on your online social network per day? * I've actually purchased a product/service after hearing about it from the internet Crosstabulation Statement 1 How much time do you spend on your online social network per day? Options 1 0-1 hr 4 1-4 hrs 7 4-8 hrs 1 More than 8 hours 2 Total 14 2 20 18 4 1 43 3 3 9 2 1 15 4 9 12 3 0 24 5 2 1 1 0 4 38 47 11 4 100

Interpretation:- People who spend 1-4 hrs on the internet are the ones who actually purchase the product/service after earing it from there.

37

4. Occupation * If yes, what made you share such songs? Crosstabulation Table 4.18- Crosstab Table 4 Occupation * If yes, what made you share such songs? Crosstabulation Statement Options Since everyone was Refreshing sharing, so I

sound, superb too decided to Video Lyrics Occupation Businessman 2 Homemaker Service Student Total 0 4 12 18 beats 7 1 17 47 72 share 0 0 0 2 2 Footage 3 1 1 3 8 12 2 22 64 100

Interpretation:- Most of the students are affected by the sound and beats of the jingles and share them as a part of viral strategy, also, the second major group is affected by the lyrics of these jingles.

Independent sample t-test were conducted to prove the various hypothesis as under:-

Table 4.19- Hypothesis testing Null Hypotheses Alternate Hypothesis pvalue Null hypothesis rejected/ fail to get rejected There is not much significant difference There is a significant difference between 0.03 Rejected There is a significant difference in the frequency of internet Interpretation

38

between the frequency of internet usage and peoples awareness of internet advertisement

the frequency of internet usage to peoples awareness towards internet advertisement

usage as compared to their awareness towards online advertising. More the frequency of logging on, the more is the awareness towards advertisements.

There

is

no There significant

is

a 0.00

Rejected

People who are a member of an online social network are

significant difference between who

difference between people people who are a

more aware of the internet advertisement compared who are of to as those not a

are

a member

of

an social

member of an online online network their

social network and their and advertisement internet

awareness towards

member

social

towards internet advertisement advertisement There is no There significant difference between people people who are a are a member of an social is a 0.042 Rejected

networking site.

People

who

are

significant difference between who

members of the social network inclined are more towards

purchasing and they rely on the word-ofmouth marketing for purchasing products

member of an online online network

social network and their and purchase of after

their purchase of products products

after hearing it from the

hearing it from internet. the internet.

39

There

is

no There significant

is

a 0.03

Rejected

Males like to indulge themselves word-of-mouth marketing and spread messages rather females than online, the into

significant difference between

difference between the the gender and their

gender and their interest to spread interest to spread messages messages their about

about their purchases on

purchases the net.

on the net. There is no There significant difference between people on the basis of of their frequency on to of internet usage and and its relevant on their is a 0.027 Rejected People who use more internet are the ones who are more aware of campaigns of Idea and Vodafone. And hence the cellular must their

significant difference between frequency logging internet peoples awareness towards

industries promote

impact

awareness towards jingles jingles such as

services via internet

such as Ideas Ideas honey Bunny Honey Bunny or Ads of Vodafone zoozoo There is no There significant difference between people people on the basis is a 0.00 Rejected People who are the members of a social network are the ones who are more aware of such campaigns rather than those who are not a part of the social network

significant difference between

on the basis of of their membership their membership in an online social in an online network and its

social

network relevant impact on awareness

40

and its relevant their

impact on their towards awareness towards such jingles honey as

jingles Ideas or

Bunny

such as Ideas Ads of Vodafone honey Bunny or zoozoo Ads of Vodafone zoozoo There is no There significant difference between people people on the basis is a 0.026 Rejected There is a significant difference between

significant difference between

people on the basis of their awareness to like zoozoo relevant on their

on the basis of of their awareness their to awareness to campaigns like campaigns Vodafones zoozoo

campaigns Vodafones and impact its

like Vodafones Airtels Jo tera hai zoozoo, Airtels wo mera hai and Jo tera hai wo Ideas mera Ideas hai and Bunny; Honey and its

motivation to buy the product/service.

Honey relevant impact on

Bunny; and its their motivation to relevant on motivation impact buy their product/service to the

buy the product.

41

4.2 Summary of the findings

1. 84% respondents lie in age group of 16-25. 64% respondents were students followed by people in the service, 22%. The sample consisted of 52% males and 48% females. 2. The majority of the people, i.e., a total of 70% of the sample logs on every day on the internet 3. The majority of the people (48%), spend around 1-4 hours on the internet per day. 4. 82% of the population considered, prefer using Gmail as the email account. 50% of the population uses Yahoo as their email account. Hotmail is used by just 13% of the population. Only 1% of the population prefers using MSN as their email account 5. 96% of the population is a member of the online social media. 6. 82%, Facebook is the primary social networking site, followed by Twitter and then LinkedIn 7. The majority of the people (48%) spends around 1-4 hrs on the online social network per day. 8. 59% people agree to the statement that they are aware of the internet advertisements 9. 39% people agree to the statement that they do trust the word of mouth communication on the internet. 10. 61% people feel that yes, it is important for them to hear about the experiences of others before buying a product or service. 11. 45% people agree to the fact that they are more affected by the negative comments about the products as compared to the positive. 12. 33% people do not want to be the first one to try out a new product/ service. 13. 45% people feel good to be able to spread messages about products/services on the internet. 14. 38% people agree to the statement that says they trust more in what people say about services than products. 15. 63% people agree to the fact that they do learn about brands of products/services through internet word-of-mouth 16. 39% people agree that they are inclined to purchase products/ services when the

messages were passed by people they know.

42

17. 43% people have purchased a product/ service after hearing about it from the internet. 18. 40% people believe that internet word of mouth helps to strengthen their belief and commitment towards a brand of product/service. 19. Almost everyone is aware of the asked campaigns, with Ideas honey bunny being less famous(70%) and Vodafones zoozoo(85%) being the most famous campaign. 20. 60% of the people feel that the jingles are just fun to listen and nothing else. But, the next major group, 28% of the population believe that the jingles provide them with the information the brand wants to communicate. 21. 51% of people did share such jingles through their social network and made them viral. 22. 72% people were motivated by the refreshing sound and superb beats which made them to share such songs. 23. The activity of hearing about the experiences of others before buying a product or service has a significant and positive correlation with the awareness as it helps people to learn about the new brands of products and services. Also, when people tend to hear these experiences from people they know, they tend to buy that product/service. This word-ofmouth technique helps the people to strengthen their beliefs on the brands of products and services and make them buy these products 24. The activity of being the first one to try out a new product/service has a significant positive correlation with the fact that people feel good about product or services on the internet. In other words, the more people try out new products, they are more inclined to spread positive word of mouth for them on the internet. 25. Marketers shall target the youth lying in the age group of 16-25 as they are more attentive to what information the brand wants to communicate from the viral jingles. 26. People who log on to the internet strongly agree to the fact that they learn about brands of products/ services, proving the hypothesis that BTL activities in the media do have a strong impact on the recognition of a brand. 27. People who spend 1-4 hours on the internet are the ones who actually purchase the product/service after earing it from there. 28. Most of the students are affected by the sound and beats of the jingles and share them as a part of viral strategy, also, the second major group is affected by the lyrics of these jingles.
43

CHAPTER-5: CONCLUSIONS AND RECOMMENDATIONS

5.1 Recommendations 1. In order to increase the market share, marketers should try and focus on the old and the working population as well rather than just the youth 2. Jingles need to be made more informative, rather than just melodious as people do not understand what the brands want to communicate 3. The jingles need to concentrate on the sound and beats of the jingle as people are more responsive to this and thus share such songs 4. The findings suggest that people are aware of the internet advertisements; thus

marketers must concentrate on this space while promoting their product 5. The findings suggest that people trust word-of-mouth communication and so, the companies must encourage the customers to post positive feedback on Facebook. 6. Free wi-fi should be considered as an investment, because mostly people check-in through their mobile on facebook which acts as a word of mouth communication and helps increasing the footfall 7. The findings suggest that word-of-mouth communication reinforces the trust about the brands in the customers mind. So marketers should tap this information and ensure that their brands are communicated through word-of-mouth 8. People who are the members of a social network are the ones who are more aware of campaigns such as Jo mera hai wo tera hai, Hare k friend zaruri hota hai, Ideas Honey Bunny and Vodafones zoozoo; rather than those who are not a part of the social network and hence these are the people who are much more motivated to buy the service/ product. Thus, it can be said that marketers should make the use of media and entertainment industry especially the social networking sites to promote their products and services and increase the sales

44

5.2 Conclusion There are various below-the-line activities used by the existing marketers, a few of them being word-of-mouth marketing, which includes creating fanpages, blogs etc of the various products/ services and interacting with the customers; also; viral marketing which means to create a buzz on the internet so that customers repetitively share those videos on the net. These strategies are able to target the niche segment as according to the results, the majority of the people who share the viral videos of Airtel and Vodafone zoozoo are the students These activities do help in generating more awareness and participation by the target audience. People who are a member of an online social network are more aware of the internet advertisement as compared to those who are not a member of social networking site and are more inclined towards purchasing and they rely on the word-of-mouth marketing for purchasing products People who use more internet are the ones who are more aware of campaigns of Idea and Vodafone. And thus, they are more motivated to buy such services/ products. Hence the cellular industries must promote their services via internet and social networking sites.

45

REFERENCES 1. Nemanja, Koivisto Elina (2012), Best Practices in Viral Marketing, Harvard Business Review, May 2012, pg 22-23 2. Dr. Nigam Ashutosh (2012), Influence of Social Networking in Brand Development Practices from Marketers Prospective, Journal of Advertising Research, pg 93-98. 3. Kiran Vasanth, Majumdar Mousumi, Kishore Krishna (2012) Marketing the Viral Way: A Strategic Approach to the new era of Marketing, Journal of Interactive Advertising, Vol.11, No.2 4. Russel Jennie (2010), Evaluate the Effectiveness of Social Media Marketing on Hotels, Journal of Consumer Behavior, Vol.4, No.1, pg 64-72 5. Rosemary Thakery et al (2009), Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media, Journal of Interactive Advertising, Vol.6, pg 30-38 6. W. Glynn Mangold, David J. Faulds (2009), Social media: The new hybrid element of the promotion mix, Journal of Advertising Research, Pg 333-348. 7. Singhal, Sanjeev and Singh, Dr. Rajendra (2009), A Stud y of Viral Marketing Need Of Y Generation Customers Journal of Consumer Marketing, Vol. 25 No. 3, pg 179-82 8. Freeman B and Chapman S(2008), Gone viral? Heard the buzz? A guide for public health practitioners and researchers on how Web 2.0 can subvert advertising restrictions and spread health information, American Journal of Sociology, 79 (May), pg 1360-1380 9. Piredda Francesca(2007), Communication Design For Digital Convergence. A Strategic Approach To The Audiovisual Communication System, Australasian Marketing Journal, May 2007, pg.9 10. Chittenden Lisa, Rettie Ruth (2002), An evaluation of E-Mail Marketing and factors affecting response, California Management Review, Pg 6-22. 11. Lawson Rob, Woolicraft Ben(2002), Critical stages in Marketing, Advances in Consumer Research, Vol. 11, pg 697-702
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12. Dr. Bansal Harbhajan, Nharti Charu (2002), Social Networking Websites as Marketing Tool: A Study on Use of SNWs as an Emerging Marketing Tool, Journal on Emerging Challenges for Sustainable Business 2012, pg 653- 668

Web Sources 1. http://www.business-standard.com/article/specials/a-friend-in-need112082700002_1.html 2. http://en.wikipedia.org/wiki/Word_of_mouth_marketing 3. http://www.ibscdc.org/Case_Studies/Marketing/Brand%20Marketing%20Communic ation%20Strategies/MCS0017.htm 4. http://articles.economictimes.indiatimes.com/2012-0703/news/32524004_1_vodafone-zoozoos-new-campaigns 5. http://www.campaignindia.in/Tag/vodafone_zoozoo.aspx 6. http://www.wikipedia.org/ 7. http://www.thehindubusinessline.com/features/brandline/get-the-idea-honeybunny/article4218138.ece?homepage=true&ref=wl_home 8. http://www.afaqs.com/news/story/34942_Airtel:-Second-insight-on-friendship

47

APPENDIX Questionnaire 1. How often do you log on to internet every week? * a) 0-2days a week b) 3-4 days a week c) 5-6 days a week d) Every day

2. How much time do you usually spend on the internet per day? * a) Less than 1 hour b) 1-4 hours c) 4-8 hours d) 8- 12 hours e) More than 12 hours

3. Which web browser email account do you own? * a) Hotmail b) Gmail c) Yahoo d) MSN e) Other:

4. Are you a member of an online social network? * a) Yes b) No

48

5. If yes, please select your primary social network site * a) Facebook b) Twitter c) LinkedIn d) Other:

6. How much time do you spend on your online social networks on average per day? * a) 0-1 hr b) 1-4 hrs c) 4-8 hrs d) More than 8 hours

2. Mark the most favorable option * Strongly Agree I am aware of internet advertisements Agree Undecided Disagree Strongly Disagree

I trust word-of- mouth communication on the internet

It is important for me to hear about the experiences of others before buying a product or service

49

I am more affected by negative comments about products as compared to positive comment

I usually want to be the first to try out a new product/service

It makes me feel good to be able to spread messages about products or services to my friends on internet I trust more in what people are saying about services than products

Through internet word-of-mouth, I learnt about brands of products/services

Im more inclined to purchase products/services when the messages were passed by people I know

Ive actually purchased a product/service after hearing about it from the internet

50

The internet word-of-mouth helps to strengthen my belief and commitment towards a brand of product/service

8. Which of the following campaigns are you aware of? a) Vodafone zoozoo b) Airtel- jo tera hai wo mera hai c) Airtel- hare k friend zaroori hota hai d) Idea- honey bunny

9. Do these jingles motivate you to buy the product? a) The jingles such as above provide me with the information the brand wants to communicate b) These jingles are just fun to listen and nothing else c) I do not understand what advantage the brand wants to communicate d) I find them annoying

10. Did you share songs such as hare k friend zaroori hota hai or "honey bunny" through your social network? * a) Yes b) No

51

11. If yes, what made you share such songs? a) Refreshing sound, superb beats b) Lyrics c) Video Footage d) Since everyone was sharing, so I too decided to share

12. Gender? * a) Male b) Female

13. What is your Age? * a) Below 15 b) 16-25 c) 26-35 d) 36-45 e) Above 45

14. Occupation * a) Student b) Homemaker c) Businessman d) Service e) Retired

52