On
OF PRINT MEDIA
6. OBJECTIVES
7. RESEARCH METHODOLOGY
8. IMPACT OF PRINT MEDIA
9. FINDINGS & ANALYSIS
10. CONCLUSION
11. BIBLIOGRAPHY -
ACKNOWLEDGEMENT
who helped me in this project success. First of all I would like to express my
I would also like to thank Mr. Ashish Mahajan who help me in this
SAAJEEV KHUNGER
PREFACE
Advertisement
words:
Advertising is the communication link between the seller and the buyer or the
customer. It does not simply provide information about products and services but
another way of viewing the advertising function and that is the marketing point of
view. Each organization has the marketing objective and a marketing plan to
achieve them. Advertising as a part of total marketing mix influences the sale of
the product, also the other variables of the mix. Together with the product, price,
strategies opted for the other elements of the marketing mix. Following examples
try to explain this point. When a firm introduces a prestige product with a
premium price, advertising should reinforce the idea of the high quality and
prestige of the product by associating it with the prestigious people, places and
event. The nature of the advertising and the strategy would differ when
distribution strategy is through intensive, exclusive or selective outlets.
In short advertising, being one of the marketing tool, affects the sales of the firm.
Right advertising is as essential as the right product, right price, the right
distribution channel and personnel selling. Talking from the consumer's point of
vie, advertising guides the consumers in his product choices. It gives the
information about the product, the benefits it offers, the availability and the price.
ways. It tells what to buy, how to buy, where to buy and why to but. It gives
valuable price information. Some cities brand advertising as parasitical. They say
you produce anything worthwhile, and it will sell (e.g. the world will beat a path to
the better mouse-trap). No, this is not true. No one has now the time to be an
explorer. Today we all re influenced by the advertising. Advertising does not force
relevant causes like dowry, energy conversation, loss prevention, social forestry
Advertising in India
In 1923, Goodyear’s David Brown advocated the use of international
program standardization, and the need for ‘localization’. Since that time,
international marketing managers and academics alike have actively struggled
with the issue of standardization of advertising (Onkvisit & Shaw, 1996). On one
hand, proponents of standardization argue that in a world of increasingly
homogenized markets and consumers, it is possible for a firm to standardize
advertising program and messages across countries. However, critics of
standardization consistently argued their case for adaptation, citing cultural,
economic and political barriers that mandate adaptation of marketing programs
and processes for products marketed on a global basis (Sehgal, 2000).
Over the years, the discussion over standardization of all parts of creative
advertising programs has intensified. Between the bipolar extremes of absolute
standardization and adaptation, a third middle ground, a contingency approach,
has gained momentum in the recent years. This approach is predicted on
identifying factors that enable standardization, and those that require adaptation
(Bullis, 1997).
In particular, the dominance of the global media infrastructure, coupled with
a shift in focus of multinationals from saturated Western markets to the developing
countries, has increased the importance of understanding effective marketing
strategies in Big Emerging Markets (BEMs), such as India. The tremendous
growth opportunity in India constitutes a major opportunity in the world economic
order. While most BEMs have low per capita income, economic and political
instability, and antiquated infrastructures, they often contain vast resources and
represent largely untapped market potential.
Importance of Advertising
Advertisements are important for:
Standardized products
Products aimed at large markets
Products that have easily communicated features
Products low in price
Products sold through independent channel members and/or are new.
Nature of Advertising
Used by many types of organizations including Churches, Universities, Civic
groups and charities, politicians!
Use of Advertising
Increase sales during slow periods will help increase production efficiency,
IE advertising reduced prices of lawn mowers in the winter months (reduce
inventory costs). Coupons for Pizza only Mon-Thurs.
Advertising Campaign
The group of people for which the advertisement is aimed at, may direct
campaign at only a portion of the target market.
2. Defining Objectives.
What the firm hopes to accomplish from the campaign, should be clear,
precise and measurable, can help measure the success at the end of the
campaign.Use a benchmark.
At what stage are the target market in the Product Adoption Process. What
are the goals of the campaign...to increase purchases, to generate traffic in
the retail store etc.
A function of the product's features, uses and benefits. Must be aware of the
characteristics of target market, different message to different target market.
Dependant on objective of the campaign. Can use a Spokesperson.
Celebrities 1993 ranked:
o Headline
o Illustrations
o Subhead line
o Body Copy
o Signature
o Awareness
o Interest
o Desire
o Action
Headline--should attract reader’s attention, make readers want to read the copy.
5.Developing a Media Plan
Sets forth the exact media vehicles to be used and dates and times of ads.
Effectiveness of plan determines how many people in the advertiser's target
will be exposed to the message. Need to select the media to be used and
dates and times ads appear.
Various Media
There are three active participants (called the three sides) in advertising the
advertiser, the advertising agency and the media. There are three more participants
in advertising. Public relations, ancillary services and freelance services. The six
participants in advertising are discussed below:
1. The Advertising: An advertiser is the one who wants to advertise its products
or services on certain media vehicle so as the requisite message reaches the target
consumers. An advertiser can be anyone like a manufacturer, retailer, distributor,
public or private sector companies, government or 'voluntary organizations'.
2. The Advertising Agencies: There are about 1000 accredited agencies in India.
They accept the brief from the advertiser, and do a campaign on his behalf. They
render useful services like Market Research, TV film production, positioning,
lunching of products, packaging, branding etc. They deal with the media and
collect their commission from the media. The agency can be an intergraded large
agency like HTA, lintas or a medium size service agency, or a technical specialist
agency or a hot shop group of exports that engage services when needed. These
agencies have formed association.
3. Media Owners: These are publishing houses that bring out the newspapers and
magazines. They also bring out weeklies and tablodies then there are special
magazines. These are directories and yearbooks. These all sell space. We have
broadcast media T.V, radio and film. There are outdoor transit advertising
contractors. There are organizes of exhibitions line trade fair authority of India.
4. PR Consultants: We find them in PR department of advertising agencies and
they operate independently. They have got an association. Public relations society
of India.
5. Ancillary Services: These are needed to produce/create advertisements. A
whole range of services like the studio service, photographic service, printing
service, gift item producers etc. fall into this category.
6. Free-lancers: They are generally professionals of good track record. They may
be copywriters, single singers, radio annexure, artists, visualizes, technical writers
etc.
Advertising consists of those activities by which visual or oral messages are
addressed to selected public for purpose of informing and influencing them to buy
products or services or to act or to be inclined favorably toward ideas. Persons,
trademarks, on institutions featured. As contrasted with publicity and other forms
of propaganda, advertising messages are identified with the advertiser either by
signature or oral statement. Further, advertising is a commercial transaction
involving pay to publishers, broadcasters, or others whose media are employed.
From the above definition. Advertising indicates that:
1. Which or oral messages are addressed to selected customers.
2. It influences the general public to buy products or services.
3. Advertising messages are identified with the advertiser.
4. It is a commercial transaction that forces the advertiser to pay the publishers or
broadcasters whose media is used. Media is a conveying information, both
graphic and textual traditionally, this refers to the types of paper used in
drafting, more recently, it has also come to refer to the types of information
storage and playback technology, such as video, audio, CD-ROM.
The appropriateness of media used vis-a vis, the target audience and their reach,
are of critical importance.
COMMUNICATION PROCESS :
FEEDBACK
Description:
1. Channel: The channel used in communication is very important. It is called
MEDIA. This media can be newspapers, magazines, television, radio,
computer, posters etc.. The media chosen should be in accordance with the
content of masses and the message required to convey to the masses correctly.
2. Message: It is the information being sent from sender to the receiver, it can be
in from of wards, symbols etc... It can be verbal or non-verbal. It is essential to
use only those decoded in the same manner; otherwise the meaning of the
message would be lost.
3. Sender: It is the person or organization, to whom the receiver assumes, top be
the sender in some cases it might actually happen, that the sender is somebody
else e.g - there may be given distinct advertisement of five products in a
magazines but if all of them contain the name of the same retail store it might be
perceived that the sender is that retail store. This is also happens in case of
publicity, where message may be sent through an advertising agency or through
publicity agent but the sender is assumed to be the media itself.
4. Receiver: It is the person for whom the message was actually sent. A message
has single or multiple receivers. The receiver has the duty to decode the
message, which may/not come out to be similar to the message sent.
5. Encoding: It refers to the symbols, clues, etc. used to place the message in the
media.
6. Decoding: It is the interpretation of the symbols, clues, etc. done by the
receivers. Different receivers may decode the same message differently.
ADVERTISMENT
Advertising today is defined as "a sales message, directed at a mass
audience that seeks through persuasion to sell goods, services or ideas on behalf of
the paying sponsor."
It can also be said "Advertisement is a non-personal presentation of goods,
ideas, and services by an identified sponsor." (American Marketing Association,
Chicago).
Advertisement is a method of mass communication a powerful marketing
tool, a means of financing the media, part of a business management a part of
economic system, a profession and an employment.
Therefore, advertising is the means by which we make known what has to
be sold or what has to be bought. It is a way to inform the public about a new
product or service, in order to expand the market, to inform about the modification
to tell a price change or a new pack in the market, to test a medium, to educate the
consumers, and to challenges competition.
ROLE OF ADVERTISING
Advertising is considered multi- dimensional, its assists in marketing
activities in a number of ways:
1. As a form of communication: Advertisements help to pass on the message
from the seller to the buyer through the media.
2. Advertisement creates demand: Advertisements play a very vital role in
creating a demand for the product to the public. Various methods like direct
advertising, discounts, etc. all help to increase the sales of the product.
3. Promotes marketing system: Advertising tells the consumers what they can
buy. It is then up to the consumers to decide what and how to buy.
4. Servers as a middleman: Advertising acts as a middleman between the
consumer and the manufacturer. It performs the function of interpreting the
want of satisfying qualities of goods and services in terms of consumers needs
and wants.
5. Approaching Consumers Quickly and Efficiently: In the absence of
advertising, it would have been very difficult to approach prospective buyers in
different parts of manufacturer's country.
6. Acts as Financer to the mass Media: Advertising provides 60 -70 % of the
total revenue of newspapers and magazines. Commercial television and radio
broadcasting are also financed substantially, if not entirely, by advertising. It is
through these media that sales figures are pushed up.
ADVERTISING PAYS:
Advertisement forms a very vital portion of sales promotion. The advertiser
pays for preparing and running the advertisement. Its only one of the costs that the
advertiser pays along with many other costs. The consumer, when he buys the
product or service, pays for the cost of making it and distributing. As advertising is
a part of the distribution costs involved, the consumer ultimately pays for the cost
of advertising.
Thus, advertising is not just a promotional tool, which helps to bring about
the distribution of goods and services but also supports the communication media.
It would not be possible to increase the sales of a product without advertising. A
new product launched into the market will not have a good purchase rate until the
people are made aware of the product and the best way to achieve it is through
advertising.
MEDIA & ITS TYPES
Radio is poised for big growth with projected size for 2010 at Rs 1200 crore
from the current level of Rs 300 crore. Key policy initiatives announced by the
Government such as migration to a revenue share regime, allowing foreign
investment into the segment and opening of licenses to private players are
expected to drive growth in this sector. Live entertainment sector is also seen
growing at 18 per cent to Rs 1,800 crore by 2010 from Rs 800 crore. "The
growing number of corporate awards, television and sports events is helping
this sector. However, issues like high entertainment taxes in certain states, lack
of world-class infrastructure and the unorganised nature of most event
management companies continue to hinder growth of this industry," the study
said.
It is of two types :
Audio media: In this the message can be heard only and the message is
sent through radio waves e.g. radio, telephone, microphone etc.
Audio Visual Media: It is that medium where people not only hears the
message but also view it. e.g. television computers etc...
3. Out door Media: It includes posters, transport advertisements etc where
transport vehicles, poster stands act as a media, such type of media are known as
outdoor media.
On the basis of editorial Message :
a. True media
b. Transit Media
a. True Media: In this media the editorial message is also published along
with the advertisement e.g., - television, newspaper, magazines, radio etc..
b. Transit Media: In this media there is no editorial message attached with
the advertisement. It is sometimes also known as the false Media - e.g -
posters, bill- boards, etc.
On the basis of Advertising Agency
The advertising agencies also charge money from the sponsor as well as
from the media. This is more commonly called Commission. Thus, on the
basis of the commission paid to the advertising agencies by the media it is of
two types, as follows:
1. Above - the - Line Media
2. Below - the -line Media
1. Above-the-line media: in this media agency have to be 'recognized' from
which they receive commission on the purchase of space, airtime and sites.
Above the line media is also called Media Advertising and it refers to the
five traditional media of press, television, radio, outdoor, and
transportation (mostly posters and cinema.)
2. Below the line media - In this media normally there is no commission
allowed and the advertising has either to add a percentage as profit charge
or charge a service fee for the time spent on making use of the medium.
The six principal media which come under this are - direct mail, point- of
sale, sales promotion and merchandising, exhibition and sales literature.
Advertising In Print Media
Newspapers Advertising
The figures for the corresponding period in the year 2003 were Rs 1,540 crore and
Rs 2,116 crore respectively. This effectively means a 38 per cent increase in print's
revenues, while the electronic media's revenues increased by just four per cent.
The change is largely attributed to an increased spending by customers on white
goods, while spends on fast-moving consumer goods have stagnated. These two
categories of advertisers have shown preferences for print and electronic media
respectively. This is in direct relation to the frantic pace at which the Indian
economy is growing and the increased purchasing capacity of the growing Indian
middle-class. The increase in print's revenues is also partly attributed to the
general elections in the country, when political parties used print on a large scale.
A new category of print advertisers included the mushrooming shopping malls
across the country.
The top 10 positions in the Indian Readership Survey's Round 1 of 2005 have gone
to non-English publications, belying fears that growing urbanization of the
country's population and increased English education would gradually affect the
readership of non-English publications. The largest-read English daily, the Times
of India of Bennett, Coleman & Co., retained the 11th position, while registering a
marginal drop of readership by 47,000 to 7.05 million readers. Elsewheres too,
except for English daily Hindustan Times and English weekly newsmagazine
Outlook, all other English publications registered a negative growth over the
preceding 6-month period of the IRS.
Hindi dailies Dainik Jagran and Dainik Bhaskar retained the first and the
second positions respectively, with national readership figures of 17.47 million
and 13.42 million respectively. These two publications are aggressively pursuing
markets with newer editions in small towns, clocking growth rates of 6.03 and
2.89 per cent respectively. Other categories, which have registered negative
growth, are business and financial dailies and magazines (in all languages), of
course with one or two exceptions in each category. A majority of the dailies in all
non-English languages have shown positive growth over the previous period.
Advantages
Local advertising is possible only in newspapers
Newspapers advertisement are easy to prepare and newspapers are a
relatively inexpensive medium.
Time flexibility is there in case of newspaper advertisement. A previously
prepared advertisement may be inserted at the last minute to take
advantage of some special situation.
When new advertisements are experimented with, newspapers are
normally used first, for such trail advertisement can be run on small scale
and on a regional basis at a relatively low cost.
Newspapers have a wide reach.
Tabloid inserts can be put into newspapers which usually carry information
on local department stores, discount and variety stores.
Disadvantages
The important limitation of newspaper advertising is its short life spans
as well as the local nature of advertisement. Newspapers are usually read
as soon as they are required and then thrown away.
The quality of newspapers advertising is, poor compared to that
magazines.
Many a time an advertisement may go unnoticed if placed strategic about
awkward position.
Actually it is not. Talking about the clutter, Manish Porwal, executive director,
India-west, Starcom, says, "Fragmentation is an opportunity, not a problem. If you
have communication architects who know how to utilize that opportunity and put
you in the right mix of vehicles and channels, you have got your audience
anyway."
In fact, if there were just a single publication or channel cutting across all
audiences, advertising niche products on the channel would be very expensive
because it would result in an over-kill since a large part of the channel's audience
is not part of the target group. Smart planning at the media agency can actually
help advertisers to save money.
Media agencies have now begun to help clients to move their ads from the
commercial breaks and into the programmers themselves. Advertisers who have
smuggled themselves into programmers include SOTC, VLCC and ICICI
Prudential. Top programmers like Kyunki saas bhi kabhi bahu thi on Star Plus and
Jassi jaisi koi nahi on Sony have been more than happy to oblige.
Internet: Undoubtedly, this is the hot new field. Internet in India has 25 million
users. The year-on-year growth in Internet advertising in India has been 150 per
cent. Of the total ad spend on the online space, 40 per cent has been from the
financial sector. The medium works very well with a premium audience.
Little wonder then that the banks are the biggest spenders online, closely followed
by insurance companies and mutual funds, followed by IT and travel and tourism.
The advantage these industries get online is of more clearly defined target groups,
mostly educated and belonging mostly (approx 40 per cent) to SEC AB. The
Internet reaches a sizeable population (approx. 50 per cent) in the metros.
The first step forward in that direction is the formation of the Internet and Mobile
Association of India (IAMAI), a governing body for the Internet in India. IAMAI
is presided over by Neville Taraporewala, chairman, Yahoo Web Services India
Pvt Ltd; the member portals are MSN, Yahoo, Rediff, India times and Sify. The
association is working with the objective of reaching 100 million users over the
next two to three years. It would also be the authority in India to publish Internet
usage figures.
More and more clients are demanding that the Internet be part of their media mix.
Shamsuddin Jasani, manager, Mediaturf, says: "With internet you have
interactivity. It is a response-generating mechanism. It enforces what one has seen
on TV and radio."
Internet is also the medium, which is the most measurable. Jasani adds, "There is
no sample size, there is the whole universe to work on. Since there is no
extrapolation the measurements are 100 per cent correct."
The newspaper DNA used outdoor advertising almost exclusively for spreading its
launch message across the Mumbai conurbation. Earlier large companies like
Reliance Infocomm, Hutch and Tata Indicom have used outdoor advertising
massively to reach a large audience. As reminder medium nobody who has lived in
major Indian city can forget the Amul hoardings, which people actually look
forward to seeing.
The problem with outdoors has always been how to measure its effectiveness
although it has found its way into the media plans of many advertisers. Now
tracking OOH may soon become simpler.
TAM, in collaboration with its partner Neilsen Outdoor, is testing "NMR Outdoor"
— a People meter equivalent for outdoors — in Chicago. Says LV Krishnan, CEO,
TAM Media Research, "NMR Outdoors, a small, lightweight device, will reside
on a user's body and measure the user's location (including distance from outdoor
sites), angle and time with the help of satellite-based GPRS." Essentially, this
device will measure exposures to the hoardings or billboards based on the distance
from and the angle at which the person is exposed to the particular creative.
Outdoor advertising can cost as much as Rs21 lakh for a single hoarding on Patel
Bridge on Marine Drive in Mumbai, or about Rs16 lakh at Heera Panna at Haji Ali
in the same city. Steep as the rates may see, TV and print are much more
expensive.
In its new role, outdoors is turning to the use of LED and Magnik. Communicating
through the outdoor medium is a challenge. Since the outdoor media address a
mobile audience, they require a unique creative: the copy should not exceed seven
words and the concept should be absorbed in seven seconds.
No wonder there are companies like Ads Advertising and Outdoor Today, which
specializes in outdoors. Media agencies like Starcom have a dedicated division,
Star Sight, concentrating on outdoors.
These are the survey made NRS(National readership survey)
Television today reaches nearly 50% of the population of adults against about 35%
of newspapers of all periodicity. Interestingly, even in rural India, print media
reaches about a quarter of the population against about 45% reached by TV.
English publications have just 10% readers. Readers of daily newspapers comprise
90% of all readers. One in five readers are magazine readers and there has been a
decline in magazine readership in recent times.
TV viewers 45 75 33
Press - Readership 35 58 24
Cinema Goers 19 29 15
Between 1964 and 2002, newspapers have grown by more than six times. The
percentage of dailies increased to 11% from 6%. During the 40 years, the number
of daily newspapers increased 12 times, from about 500 to about 6000. The overall
growth in circulation has kept up. Circulation of dailies has increased from nearly
8 million in 1964 to 60 million. The annual growth in terms of numbers in the last
decade (1990-2001) when the television boom was over was steady at 5 to 6%.
However, in terms of circulation the growth has not been steady and does not live
up to its potential.
Years Nos.
Dailies All
Even after 50 years of India's independence, there are not more than 90
centers in the country that publish newspapers. In fact, nearly 90% of newspapers
are published from 25 metro cities. This is despite the availability of basic
infrastructure elsewhere. The number of locations, however, has more than
doubled over the last 25 years. Dispersal of daily newspapers within a state is yet
another issue. "District editions" are a new approach with impressive results. The
dispersal of newspaper publishing needed to be widened further.
Hindi 35 -
Kannada 6 45
Telugu 15 69
Malayalam 5 23
Tamil 10 43
Marathi 16 75
Gujarati 9 49
Oriya 4 65
Bengali 3 25
Assamese 3 23
Punjabi 4 9
Urdu 4 -
Bihar 7 47
Madhya Pradesh 11 79
Rajasthan 6 75
Uttar Pradesh 24 91
Haryana 4 8
In 1972 the first National Readership Survey (NRS) recorded per copy readership
of a newspaper at 9 persons. The multi edition dailies that have the largest
circulation in the respective language region have more readers per copy. English
dailies have on an average 3-4 readers per copy as against 5-7 readers for leading
dailies in Telugu, Tamil, Kannada and Gujarati. Even leading Hindi dailies have 5-
6 readers per copy. This is an indication of the untapped potential for language
publications. The increase in price of language newspapers has however not had a
major impact on the circulation.
Urban
Year Newspaper TV
Readers Viiewers
1972 37 No TV
1978 53 9
1983 47 18
1986 56 -
1990 44 71
1995 46 76
1997 45 78
2000 45 78
2002 54 -
Rural
Year Newspaper TV
Readers Viewers
1972 7 No TV
1986 8 5
1989 9 27
1995 10 30
2000 15 35
2002 24 -
OBJECTIVES
1. Research Design
The objective of the study as said earlier was to study the
2. Collection of Data
In order to collect data, the primary method of data collecting is
3. Research Instrument
4. Analysis of Data
90%
80%
70%
60% Read Newspaper
50%
40% Don't Read
30% Newspaper
20%
10%
0%
Below 30 Above 30
Age category
Interpretation
90%
80%
70%
60%
50% Below 30
40% Above 30
30%
20%
10%
0%
s
ge
s
en
ew
er
d
m
th
N
le
in
O
w
ta
o
Kn
er
t
En
Interpretation
point of view ?
Below 30 Above 30
Effective 74% 68%
Not- Effective 26% 32%
80%
70%
60%
50%
Effective
40%
Not- Effective
30%
20%
10%
0%
Below 30 Above 30
Interpretation
i
es
er
er
e
sr
un
th
sk
Ke
m
O
ib
Ti
a
Bh
b
Tr
n
ja
ta
n
k
us
Th
ni
Pu
ai
d
in
D
H
Interpretation
80%
70%
60%
50%
Below 30
40%
Above 30
30%
20%
10%
0%
Yes No Sometimes
Interpretation
Below 30 Above 30
Yes 58% 53%
No 17% 21%
Sometimes 25% 26%
70%
60%
50%
40% Below 30
30% Above 30
20%
10%
0%
Yes No Sometimes
Interpretation
As far as my analysis is concerned the persons who says yes below 30 are
58% and above 30 are 53%, who says no below 30 are 17% above 30 are 21%
and who says sometimes below 30 are 25% and 30 above are 26%.
Q7. Which type of advertisement do you like to read?
100%
90%
80%
70%
60% Below 30
50%
40% Above 30
30%
20%
10%
0%
ve
s
e
er
iv
si
ta
at
th
es
rs
re
O
pr
de
C
Im
un
to
sy
Ea
Interpretation
As far as my analysis is concerned the persons who like creative ads. below
30 are 89% and above 30 are 10%, who like easy to understand below 30 are
2% above 30 are 77% and who like impressive below 30 are 5% and 30 above
are 8% and like others below 30 are 4% and above 30 are 5%.
Q8. Do you think newspaper advertisement are relevant?
Below 30 Above 30
Yes 83% 78%
No 8% 13%
Can't say 9% 9%
90%
80%
70%
60%
50% Below 30
40% Above 30
30%
20%
10%
0%
Yes No Can't say
Interpretation
50%
45%
40%
35%
30%
Below 30
25%
Above 30
20%
15%
10%
5%
0%
Editorial Sports Business Others
Interpretation
Below 30 Above 30
Yes 47% 53%
No 29% 28%
Sometimes 24% 19%
60%
50%
40%
Below 30
30%
Above 30
20%
10%
0%
Yes No Sometimes
Interpretation
As far as my analysis is concerned the persons who says yes below 30 are
47% , who says no 29% who says sometimes are 24% and the persons are
above 30 say yes 53%, who says no are 28% and who says sometimes 19%.
Q.11. Does the page number of the advertisement matter?.
% age Of Respondents
YES 60
NO 40
NO
40%
YES
NO
YES
60%
Interpretation: Yes page number in newspaper is important because some time in the
newspapers half of the news is on front page and half of the news relating to same topic is
given in back or may be in between the newspaper. People should easily understand if
there is a page number is given. 60% of respondents say yes and 40% of respondents says
no.
Q.12 Does the kind of page (sports, editorial, world) matter in given
advertisement?.
%age of Respondent
YES 70
NO 30
NO
30%
YES
NO
YES
70%
CONCLUSION
At the end of the study it is conclude that advertisement play a very
important role in Print Media. As compared to other print media like magazine,
newspaper is more effective. Most of the people read newspaper for news,
entertainment, editorial, and sports & for other purposes as compared to other
Print Media.
Most of the Company prefers to give their advertisement in print media
rather than other media because it is much effective and cheaper.
All newspapers readership and circulation is increasing day by day which
clearly shows that advertisement has great impact on print media.
APPENDIXS
QUESTIONNAIRE
Name :____________________________________________________
Address____________________________________________________
__________________________________________________________
A) News B) Entertainment
C) Knowledge D) Other
view?
E) Others
A) Yes B) No C) Sometimes
Q6. Do you think there is sufficient promotion done by advertisement?
C) Impressive D) Others
Q8. Do you think advertisements are relevant to the types of news paper in
A) Editorial B) Sports
C) Business D) Others
A) Yes B) No C) Sometimes
A) Yes B) No
advertisement?
A) Yes B) No
OBJECTIVES
advertisement.
BIBLIOGRAPHY
Books
Websites
http://www.country-studies.com/india/the-media.html
http://www.udel.edu/alex/chapt19.html
http://etd.fcla.edu/UF/UFE0010281/dixit_y.pdf
http://www.thehindubusinessline.com/2006/03/16/stories/2006031601820500.htm
http://www.chronosphere.biz/IMO/12/imo.html#import
http://www.iamai.in/section.php3?secid=16&press_id=449&mon=9
ACKNOWLEDGEMENT
With deep sense of gratitude I would like to take this opportunities thank my honorable
project guide Dr.Dyal Bhatnagar (Lect), University School of Business Studies, Punjabi
University, Talwandi Sabo who was always a sincere advisor and inspiring force behind
this report. He has been extremely generous with his time and rendered me all possible
help to see this work complete. I could not have asked for more cooperating guide his
invaluable and unstinted support has always given me the confidence to do he work.
Without his guidance this project report would not light of the day.
In addition to them I would also like to thanks my friends who were of
immense help to me. I would also like to thank to my honorable HOD of USBS giving
me opportunity I work on this project.
Last but not least I like to thank my parents, their support throughout the making
of this report.
(SARWAN SINGH)
CERTIFICATE
Date: PROJECT
UNDER
Dr.Dyal Bhatnagar
Lecturer,
USBS, Talwandi Sabo