MBA PROJECT ADVERTISING

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					ABSTRACT


        The project report titled “A STUDY ON ADVERTISERS‟ PERCEPTION
 ABOUT INDULGE (A WEEKLY SUPPLEMENT)”along with “THE NEW
 INDIAN EXPRESS .” This research is done in order to study the brand image created
 by indulge, a weekly supplement along with The New Indian Express. In this project
 report the introduction covers tells about the advertisers‟ perception. The need of the
 study and scope for the study.


        The study was done by personal interview and questionnaire method with a
 sample of 30 advertising clients of The New Indian Express. The population is chosen
 on volume of advertisement basis. The total volume of advertisements for four month
 period is 10287 column centimeter.


        INDULGE is a fully passionate lifestyle supplement for the Chennai market.
 The finding of the study reveals that advertisers perceive the product as an attracting
 product that depicts the new trend wave of Chennai market. There are few limitations
 in the study. The suggestion given to the company is to increase the circulation of the
 product.
           TABLE OF CONTENTS


S.NO.   TITLE                             PAGE NO
        ABSTRACT                          1
        LIST OF TABLES
        LIST OF FIGURES
1       INTRODUCTION
        1.1 OUT LINE OF THE PROJECT       2
        1.2 NEED OF THE STUDY             4
        1.3 SCOPE OF THE STUDY            5
        1.4 OBJECTIVE OF THE STUDY        6
        1.5 RESEARCH METHODOLOGY          7
        1.5.1 RESEARCH DESIGN             7
        1.5.2 DATA COLLECTION METHODS     8
        1.5.3 RESEARCH INSTRUMENTS        9
        1.5.4 SAMPLING                    9
        1.5.5 STATISTICAL TOOLS           10
        1.6 LIMITATION OF THE STUDY       13
        1.7 CHAPTERIZATION                14
        1.8 LITERATURE REVIEW             15
        1.8.1 COMPANY PROFILE             20
        1.8.2 PRODUCT PROFILE             34
2.      DATA           ANALYSIS       AND
        INTERPRETATION
        2.1 PERCENTAGE ANALYSIS           42
        2.1 GRAPHICAL ANALYSIS            42
        2.2 STATISTICAL ANALYSIS          76
        2.2.1 WEIGHTED AVERAGE            76
        2.2.2 CHI-SQUARE                  79
3.      SUMMARY AND CONCLUSION
        3.1 FINDINGS                      82
        3.2 SUGGESTIONS                   87
        3.3 CONCLUSIONS                   88
        APPENDIX                          89
        REFERENCES                        94
   CHAPTER – I:INTRODUCTION:


   1.1.INTRODUCTION
   PERCEPTION

       Perception is our sensory experience of the world around us and involves both the
recognition of environmental stimuli and actions in response to these stimuli. Through
the perceptual process, we gain information about properties and elements of the
environment that are critical to our survival. Perception not only creates our experience of
the world around us; it allows us to act within our environment

       Perception is the process by which organisms interpret and organize sensation to
produce a meaningful experience of the world. Sensation usually refers to the immediate,
relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose,
tongue, or skin. Perception, on the other hand, better describes one's ultimate experience
of the world and typically involves further processing of sensory input. In practice,
sensation and perception are virtually impossible to separate, because they are part of one
continuous process.

Perception in humans describes the process whereby sensory stimulation is translated
into organized experience

The perceptual process is a sequence of steps that begins with the environment and leads
to our perception of a stimulus and an action in response to the stimulus.


History of Advertising

       Advertising as a discrete form is generally agreed to have begun with newspapers,
in the seventeenth century, which included line or classified advertising. Simple
descriptions, plus prices, of products served their purpose until the late nineteenth
century, when technological advances meant that illustrations could be added to
advertising, and color was also an option.
       An early advertising success story is that of Pears Soap. Thomas Barratt married
into the famous soap making family and realized that they needed to be more aggressive
about pushing their products if they were to survive. He launched the series of ads
featuring cherubic children which firmly welded the brand to the values it still holds
today. he took images considered as "fine art" and used them to connote his brand's
quality, purity (i.e. untainted by commercialism) and simplicity (cherubic children). He is
often referred to as the father of modern advertising.

        World War I saw some important advances in advertising as governments on all
sides used ads as propaganda. The British used advertising as propaganda to convince its
own citizens to fight, and also to persuade the Americans to join. No less a political
commentator than Hitler concluded that Germany lost the war because it lost the
propaganda battle: he did not make the same mistake when it was his turn. One of the
other consequences of World War I was the increased mechanization of industry - and
hence increased costs which had to be paid for somehow: hence the desire to create need
in the consumer which begins to dominate advertising from the 1920s onward.


ADVERTISERS’ PERCEPTION

Advertiser Perceptions provides media company executives with essential insight
necessary for increasing ad sales, market share and competitive advantage.


DEFINITION - ADVERTISING
Advertising is

      paid for
      a way of promoting products, services or information
      a form of communication (between manufacturer and consumer)
      a physical commodity
      an integral part of pop culture
      an important economic force
      a part of our urban landscape
       Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of a particular brand of product or
service. Modern advertising developed with the rise of mass production in the late 19th
and early 20th centuries
1.2.Need of the study:


 News paper industry get major part of their revenue through advertising
 This study is about advertisers‟ perception on advertising in INDULGE.
 These studies to know the impact of indulge advertising and the brand image
   created by the INDULGE among advertisers
 Findings of the study helps the new Indian express to know whether they will get
   repeated advertising from their existing advertiser client and to know their
   satisfaction level.
    SCOPE OF THE STUDY


        This study undertaken for The New Indian Express aims to study and identify the
potential advertisers.


        This has been done by preparing a questionnaire which contains questions put
forth to the respondents which would help is analyzing the willingness level of
advertisers in advertising in INDULGE, a weekly supplement along with The New Indian
Express


        This study would help in identifying the reason for advertisers advertising in
INDULGE, a weekly supplement along with The New Indian Express. . All this would
help in giving suggestion to The New Indian Express in improving INDULGE thereby
satisfying their corporate and retail clients
1.4 Objective of the study:


            To study the brand image created by THE NEW INDIAN EXPRESS
             among advertisers.


            To find out the reason for choosing Indulge of THE NEW INDIAN
             EXPRESS


          To study on advertiser‟s perception about indulge (a weekly supplement)
             along with to THE NEW INDIAN EXPRESS.
1.5 RESEARCH METHODOLOGY:
   INTRODUCTION:
       Research methodology is a way to systematically solve the research problem is
to how research is done scientifically.     It consists of the different steps that are
generally adopted by the researcher to the study his research problem along with logic
behind them. It is necessary to the researcher to develop certain tests.



1.5.1 RESEARCH DESIGN:
       Research design is a plan to answer whom, when, where, and how the subject
under investigation conceived so as to obtain answers to research questions. The type
of research design involved in this study is descriptive research studies.


DESCRIPTIVE RESEARCH STUDIES:

       Descriptive research studies are those studies, which are concerned with
describing the characteristics of a particular individual, or of a group, where as diagnostic
research study determine the frequency with which something occurs or its association
with something else. The studies concerning whether certain variables are associated are
example of diagnostic research studies. As against this, study concerned individual,
group or situation are all example of descriptive research studies. Most of the social
research studies come under this category from the point of view of the research design.


1.5.2 DATA COLLECTION METHOD:

       The required data was collected by both the primary and secondary sources.

       The data objective are describe from the research objectives and their
determination rests mainly on the research to translate what the decision marker wants
into specific descriptive of the needed data.
   Primary:
 The primary data was collected from the, THE NEW INDIAN EXPRESS
   (MADURAI) LTD., users at Chennai. The Respondents were met personally at
   their establishments and questionnaire has been given to them and answered
   questionnaires were collected back.
 Primary data is the data gathered for the first time by the researcher by using
   questionnaire.


   Secondary data:
 Secondary data, on the other hand, is those which have already been collected by
   someone else and which already been passed through the statistical process.
 Secondary data pertaining to this study was obtained from company documents,
   broachers, departmental information‟s websites etc.



   1.5.3 RESEARCH INSTRUMENTS:
   Instrument             : Questionnaires (personal administered)
   Instrument Design      : Both open end enclose ended
                        Question and used in questionnaires.


   Questionnaire Design

          A well structured questionnaire was used for this study. The types of
   questions used in the questionnaire were open-ended, multiple-choice and
   Dichotomous questions.

          1. Open-end questions are questions, which are entitled to give a free
   response to their choice.



          2. Multiple-choice questions are question, which contain a list of answer
   and permit the subject to select the best answer.
       1.5.4 SAMPLING:
        Sampling is the process of selecting a sufficient number of elements from the
   population, so that a study of sample and an understanding of its properties or
   characteristics would make it possible for us to generalize such properties or
   characteristics to the population elements.


       SAMPLEING PLAN:
            Sampling technique : Cluster sample
            Sample size             : Sample size chosen here for this study
                                           was 30 as suggested by the company
            Sample unit               : Advertisers in Chennai market
            Time Dimension          :period on 26th June 09 to 31st July09



       SAMPLE DESIGN:
       A Sample design is a definite plan for obtaining a sample from given population.
It refers to the technique or the procedure the researcher would adopt in selection items
for the sample. Sample may as well lay down the number of items to be included in the
sample namely, the size of the sample.


       Probability sampling:
       Make a specific mention of it in the thesis. So that the conclusions would be
evaluated accordingly. probability sampling refers to the sampling process in which the
samples are selected for a specific purpose with a pre-determined basis of selection. This
type of samples is also required at times when random selection may not be possible.
Therefore the reliability of conclusions based on this type of sampling is less. Whenever
a researcher uses this type of sampling.
       Cluster Sampling:
       Cluster sampling method suggests, the samples are selected at different stages. In
this method, the population is first divided into different stages. Then from the first
stage, a few items are selected at random based on a specific feature or characteristic.
From these in the second stage, a few elements are selected at random possessing, he
characteristic. From which in the third stage a few are selected at random satisfying the
characteristic and so on to finally make the necessary selection of samples. All the
samples selected at random at different stages will posses the common characteristic or
will be homogeneous on some basis.


       Cluster sampling involves arranging elementary items in a population into
heterogeneous subgroups that are representative of the overall population. One such
group constitutes a sample for study.


SAMPLING SIZE:
          The total numbers of respondents are termed as sample size. The sample
   size for this analysis is 30 respondents.


SAMPLING UNIT:
       Sampling unit is that of “who is to be surveyed”. The survey is on advertisers
   of THE NEW INDIAN EXPRESS (MADURAI) LTD.



PERIOD OF STUDY:
   The research is carried out for one month (26-06-09 to 31-07-09).
1.5.5 SATISTICAL TOOLS:


            The collected data has been subjected to analyses by unit‟s appropriate
     tools, percentage, chi – square.
            The information gathered analyzed by using the following appropriate tool
     such as:
                         Percentage Analysis
                         Chi – Square test


Percentage Analysis:


            Percentage refers to a special kind of ratio. It is used to make comparison
     between two or more series of data. They can be used to compare the relative
     items, the distribution of two or more series of data since the percentage reduce
     everything as common base and allow the meaningful comparisons to be made.


            Percentage refers to the special kind of ratio percentage are used in
     making comparison between two or more series of data. Percentages are used to
     describe relationship.


     FORMULA:
                                        No. of respondents
     Percentage (%) = _________________________              X    100
                                        Total respondents
     Bar chart and Pie charts are used to explain the tabulation clearly.
 Chi – Square test:
       This test is one of the simplest and most widely used non – parametric in
Statistical work, when certain observed values of the variable are to be compared
with the expected value.
       The chi – square is computed on the basis of frequencies in a sample and
thus the value of chi – square. So, obtained in a statistic chi – square is not a
parameter as its value is not derived from the observations in population, Hence
chi – square test is a non – parametric test. Chi – Square test is not concerned with
any population distribution and its observation.


       The chi – square test was first used in testing statistical hypothesis by karl
person in the year. 1900 it is defined as,
                                        n         (Oi – Ei) 2
               Chi – Square =      Σ          -------------
                                       i =1          Ei
               Where,
                        Oi = Observed frequency of ith event
                        Ei = Expected frequency of ith event
CHAPTER 2: PROFILES

2.1 INDUSTRY PROFILE

News paper market

       Survey results find that traditional journalistic values remain important at market-
oriented newspapers, though senior editors tend to report more interaction with
departments outside the newsroom - including the advertising department.

       In a market-oriented business, the customer is unquestionably king. The
successful market-oriented firm identifies a potential market opportunity, selects a group
of customers that it wants to serve and develops a strategy for efficiently meeting the
wants and needs of those customers. The central business assumption is that long-run
success depends on a strong, organization-wide focus on customer wants and needs.1

        During the last decade, as the business environment has become more
challenging for daily newspapers,2 many of them have adopted a stronger market
orientation. They have concentrated both on learning what their two customer groups -
advertisers and readers - say they want and need from a newspaper, and on finding ways
to meet those wants and needs. In newsrooms, this has brought changes to the news-
making process.

       Rather than relying strictly on journalists' expert judgment to decide what to
publish in the newspaper, newsroom managers have encouraged reporters and editors to
pay more attention to perceived reader interests. They also have asked reporters and
editors to shape content to more closely conform to those reader interests.3 This practice
has drawn praise and criticism. Supporters have argued that it will help save daily
newspapers from irrelevance and, perhaps, extinction.4 Critics have disparaged it. 5 They
have charged that market-oriented news organizations:
       De-emphasize serious content in favor of frivolous, entertaining information.
Undermine the ethical fire wall between an organization's news and business operations.
Fail to live up to social obligations to disseminate the kind of public-affairs information
essential to a democracy.

       This article examines those assertions as it explores what it means for a news
organization to be market oriented by asking these questions:

       The answers to these questions are based on a 1996 national survey of 406 senior
editors at 182 general-circulation U.S. daily newspapers. This survey differs from earlier
quantitative research on market-oriented journalism in that the sample is larger and the
questionnaire more comprehensive than most other studies of this subject. In addition, the
national sample allows the findings to be generalized to all U.S. general-circulation
dailies, whereas much of the earlier research has had a statewide or regional focus. The
findings reported here should convey a fuller sense than previously published work of
what it means to be a market-oriented daily newspaper in the mid-1990s



Advertisers' Media Selection in Small Newspaper Markets.


       As the market becomes continually more competitive for advertising dollars,
newspapers need to develop more sophisticated sales strategies.
       (1) Yet, due to personnel limitations and other economic considerations, smaller
newspapers may find compiling data and developing sales strategies to be daunting tasks.
Some relief is granted by the typical advertisers in small communities -- local merchants.
They may not demand data that is as sophisticated as that required in larger markets
because the vast majority of advertisers in smaller markets are not very knowledgeable
about market conditions.
       (2) This does not absolve newspaper sales personnel from knowing their
advertisers. In writing about the relationship between national advertisers and a sample
comprised mostly of larger dailies, Daniel Stout concluded that when a salesperson
comes to understand the factors that influence the advertiser, "the skills of that person are
enhanced."
       (3) The same could be said about the relation ship between advertising
representatives at smaller newspapers and their clients. Even in those markets, as
salespeople develop better skills, they may increase the ad revenues that will help fund an
improved news product.

Newspapers in Chennai
There are a number of newspapers that are published from Chennai city. Some of the
widely read newspapers in Chennai are:

      The Hindu: The Hindu is one of the premier English dailies not only in Chennai
       but also in India. The newspaper was founded in the year 1878 and was published
       on a weekly basis. However, the newspaper was made a daily in the year 1889.
       The English daily employs the advanced technology for page designing and
       printing. The paper is rated among the 10 best papers of the world.
      The New Indian Express: This is another English daily published from Chennai.
       The newspaper was established in the year 1932. The newspaper is published
       from Karnataka, Kerala, Coimbatore, Kochi, Hyderabad, Bangalore and Andhra
       Pradesh.
      The Deccan Chronicle: The Deccan Chronicle is the fourth largest English
       language daily in India. The daily is published from Tamil Nadu and Andhra
       Pradesh. The cartoon strips featuring on the cover page and inside pages of the
       newspaper are its main characteristic. It is the largest circulated daily in
       Hyderabad.

Some of the regional newspapers published in Chennai are Dinamalar, Thanthi,
Dinakaran, Ananda Vikatan, Dinamani, Viduthalai.


Role of Indian Newspaper


                      Newspapers and newspaper advertising has been the most
important tool in shaping the growth and development of any society in the modern
world. More than anything, they have been very instrumental in bridging the
communication gap between people that contributes to the air of awareness in a society.
Since the very first day that the oldest newspaper in the world had made
its appearance, there has been seen progressive changes that have catapulted the Status of
every society to new levels of evolution from time to time. The newspaper industry in
every country stands out as an influential body contributing to the development of the
modern society by acting as one of the most potential platform
for exchange of thoughts and opinions. Moreover, by covering a wide arrange of topics
that are relevant to the daily lives of the people in a society, it promulgates the identity of
the society, and acts as the dispenser of public opinions. One of the most crucial tasks of
the newspaper industry is its contribution towards the economic and industrial
development                  of                a                country                through
its           assimilation              of           the             people‟s            voice.


                 The Indian newspaper industry has passed various stages of evolution to
reach the status that it enjoys today – that of a leading press arena in the world. There are
hundreds of newspapers that reach out to the people of this vast country in enormous
numbers every morning. A typical Indian daily newspaper is the staple diet for a typical
Indian, bringing him/her news from all over the globe. Since daily newspapers succeed in
attracting more readerships, an Indian daily newspaper is the order of the morning for
eager news hungry readers across the country. By garnering an increasing number of
subscribers        in      the     form        of      readers,     newspapers        clearly
reflect the individuality of a reader and the country as well. The growth in the circulation
of newspapers in the country results in the overall economic prosperity of the country,
elevating it to higher levels. An Indian daily newspaper strikingly plays a significant role
in the structural shaping of the country‟s economical development. In fact, the newspaper
industry of any country for that matter spreads knowledge and awareness amongst the
people by propagating itself as a medium for a wide area of topics such as politics, sports,
social issues, medicine, entertainment, advertising and marketing and so on. These
factions gel between each other on paper to rope in prosperity for a country by cashing in
economicprosperity.

Newspaper Industry in India
               Newspapers shape the nation and it holds true for India as well. Even
before India got independence, newspapers played a major role in spreading the issue of
independence. Today, India has over 300 big newspapers, besides hundreds of medium
and small-sized ones. And the number is increasing almost everyday as existing
newspapers bring out new editions apart from new players joining the bandwagon. More
recently, Metro International, Sweden is in talks with ABP group to launch their daily
„Metro‟ in India. The negotiations are on and very soon the deal would be done.
Similarly, UK based Associated Newspapers and India Today Group have entered into a
joint venture to launch the „Daily Mail‟ in India. With such international newspapers
foraying into the Indian market, the future of the newspaper industry at large, looks
promising. Little doubt then that Ifra is set to hold its popular event IfraExpo for the first
time                                          in                                       India.

       There was a time when select group of newspapers were ruling a particular region
and they all were self-contained and did not wish to foray into other regions. For
example, Hindustan Times was confined to Delhi region, The Hindu in Chennai region,
while Tribune was dedicated to Ambala (later Chandigarh), Anandabazar Patrika was
confined in West Bengal and Bhaskar in Gujarat and so on.
        The Indian Express group launched its Marathi daily „Loksatta‟ in Bangalore and
Hyderabad. Deccan Chronicle Holdings Ltd launched the Chennai edition of Deccan
Chronicle and they are now planning to bring out a Bangalore edition as well. HT Media
Ltd launched a new edition in Kolkata and lately in Mumbai. They also relaunched HT
Next, targeted at students of age group 12 to 16 years with its new campaign „I am next‟.


                 Business newspapers have also branched into new editions in newer
territories. Financial Express, the business daily, launched its Pune edition while Business
Standard launched its Bhubaneshwar edition. Another business newspaper (20 pages
colour and 4 pages black-andwhite) launched was „Mint‟ from the Hindustan Times
group in Delhi and Mumbai. After these two cities, HT Media plans to launch Mint in
Kolkata and Chandigarh, giving competition to Economic Times from Times of India
group. DNA Money launched its Ahmedabad edition for the Gujarati businessmen and
also a stand-alone Mumbai edition, even though it continues to be available as a
supplement along with the main paper „DNA‟ in Mumbai. DNA Money is planning to
bring out its Jaipur edition as well. The Times Group has launched a Gujarati language
edition                     of                      The                     EconomicTimes.


          It‟s really surprising that how fierce competitors join hands to form new strategies
- first it was in collective marketing campaigns and now a joint newspaper as well. As a
new marketing alliance, Business Standard has tied up with Desh Pardes Ni AajKaal, a
Gujarati evening newspaper, for advertising combination. This step has been taken to
grow the circulation of Business Standard in Saurashtra and Kutch regions.


RECENT ISSUES IN NEWSPAPER INDUSTRY

 Newsprint prices have increased 50% in the last 6 months
 Indian Newspaper Society has advised its member-publications to reduce their newsprint
consumption by 20%
 To tide over the crisis, INS members are pressing for a 30% increase in government
advertising rates
 Newspapers may see a 10% drop in ad volume
    The print media industry is saying it is not as bullish as it was last year

        Hindustan Times and Times of India jointly launched a newspaper „Metro Now,‟
a morning tabloid targeted at the age group of 18-30 years. Metro Now is published by
Metropolitan Media; a 50:50 joint venture between HT Media and The Times of India
group. Even though the tabloids have not been very successful in the past, specially in
Delhi, but this market is now set to experience world-class changes as three major
tabloids are lined up for Delhi region alone - first it was Metro Now and recently Mid
Day group has relaunched its afternoon tabloid „Mid Day Delhi‟ on the same content
lines as „Mid Day Mumbai.‟ Both the newspapers are targeted at the young readers who
are regularly on the move. Besides, the Times of India group is set to launch Bangalore
Mirror, another tabloid for the IT city Bangalore. In terms of adopting new technologies,
the newspapers have realized that customer is the king and amidst so many choices,
readers would go for newspapers that are more reader-specific, content-rich and give
value for money. The blackand- white technology is becoming passé whether it is a
mobile phone or a newspaper. Today, readers prefer all-colour editions and more and
more newspapers have come out with all-colour editions. This has necessitated the
newspaper publishers to opt for CtP technology, which by default has improved the print
quality and reduced the waste percentage. Besides, the newspapers are also going in for
makeover of their publications, in terms of layout, font and sometimes even masthead.
For this, they are spending substantial money and are even taking help of international
designers. The cut-off size 546 mm is preferred over 578 mm, which has resulted in
savings in newsprint cost. The price of the newspapers also dwindled and some
newspapers even went to the extent of offering their newspaper at Re 1 only. The newly
launched Metro Now newspaper is also offered for a cover price of Re 1 only and
provides      40     pages       in     colour      and     8     in     black-and-white.

                 Top newspapers in India are now opting for high-speed web presses like
that of Goss, MAN Roland, Mitsubishi and mailroom systems from Ferag and Muller
Martini. However, the majority of newspapers are continuing their production on
indigenously produced equipment. With this impressive growth in the industry, it is high
time that the highend manufacturers from developed countries may enter into India either
in collaboration with local manufacturers or independently to tap the growing demand.
Infact, a little bird has informed that a leading foreign manufacturer is in talks with a
local web press manufacturer to jointly set up a new manufacturing facility in India. It
would indeed be a major step in this industry and the effect would be for all of us to see.
Quality has become an important factor in the industry and Indian newspapers are
continuously investing in quality control equipments. The demand for automatic
registration control systems has increased to the extent that leading manufacturer QI
Press Controls is planning to come up with manufacturing activities in India.



2.2 COMPANY PROFILE:

       The New Indian Express is a newspaper with its head office based in Chennai in
south India. It was started in 1932 as the Indian Express, under the ownership of
Chennai-based Veradharajulu Naidu. In 1991, following the death of the then owner
Ramnath Goenka, the Goenka's family split the group into two separate companies. The
northern editions, headquartered in Mumbai, retained and renamed Indian Express into
The Indian Express title, while the southern editions became The New Indian Express.
The two newspapers used to share articles till early 2008, but they are now very much
different corporate entities. The newspaper is known for its intrepid and anti-
establishment tone.

          Express Network Private Limited was incorporated on 13.8.99 under the Indian
Companies Act, 1956. The company was promoted by The New Indian Express Group.

          The objects of the company include, among other things, carrying on the business
of network and software.

          Express Network Private Limited and Express Publications (Madurai) Ltd., come
under The New Indian Express Group of Companies. The major organisation in the
Group is Express Publications (Madurai) Limited; it brings out the prestigious English
language newspaper The New Indian Express from 21 centres spread over the four
southern states of Tamil Nadu, Karnataka, Andhra Pradesh, Kerala, and also Orissa.

          Express Publications (Madurai) Ltd is also the publisher of two vernacular
newspapers. These are Dinamani in Tamil and Kannada Prabha in Kannada. The Group
also publishes the following magazines: Cinema Express (Tamil), Malayalam Vaarika
(Malayalam) and Tamilan Express (Tamil).

          Express Publications (Madurai) Limited , (formerly Indian Express (Madurai)
Limited) was incorporated on 11th April 1959 under the Indian Companies Act, 1956 and
has its Registered Office at Express Garden, 29 Second Main Road, Ambattur Industrial
Estate,                       Chennai                       600                      058.
Express (Madurai) Group is an independent Group, Publishing Newspapers and
Periodicals in the States of Tamil Nadu, Andhra Pradesh, Karnataka, Kerala, Orissa and
Union Territories of Pondicherry, Andaman and Nicobar Islands, Enam and Lakshdweep.



The Company's publications include Dailies viz.

         The New Indian Express in English (the southern editions of The Indian Express
          renamed as "The New Indian Express", effective from 28-12-98),
      Dinamani in Tamil,
      Kannada Prabha in Kannada.


History

       Indian Express was started in 1932 at Chennai by an Ayurvedic doctor and Indian
National Congress member Varadarajulu Naidu, publishing from his “Tamil Nadu” press.
But soon under financial difficulties, he sold it to S Sadanand, founder of the The Free
Press Journal, another English news paper.

       In 1933, The Indian Express opened its second office in Madurai and launched the
Tamil edition Dinamani. Sadanand introduced several innovations and reduced the price,
but was later forced to sell part of the stake in form of convertible debentures to Ramnath
Goenka due to financial difficulties. Later, when his The Free Press Journal further went
into financial crunch in 1935, Sadanand lost the ownership of Indian Express after a long
controversial court battle with Goenka, where blows were exchanged between some of
the parties. Finally, a year later, Goenka bought the rest of the 26 per cent stake from
Sadanand, and the paper came under Goenka's control who took the already anti-
establishment tone of the paper to greater heights. Also at that time it had to face stiff
competition from a well established The Hindu and the Mail besides other prominent
newspapers. In late 1930s the circulation was no more than 2000

       In 1939 it also bought out Andhra Prabha, another prominent Telugu Daily. Later
it gained the name Three Musketeers for the three dailies. In 1940 the whole premises
were gutted by fire. The Hindu, its rival, helped considerably in re-launching the paper,
by getting it printed temporarily at one of its Swadesimithran‟s press and later offering its
recently vacated premises at 2, Mount Road later to become the landmark Express
Estates.

       This relocation also helped the Express obtain better high speed printing
machines, while some claimed the Goenka had deliberately set fire to escape financial
embarrassment.
       In later years, Goenka started the Mumbai edition with the landmark Express
Towers as his office when the Morning Standard was bought by him in 1944. Two years
later to become it became the Mumbai edition of The Indian Express. Later on, editions
were started in several cities like Madurai (1957), Bangalore (1965) and Ahmedabad
(1968). The Financial Express was launched in 1961 from Mumbai, Kannada Prabha
(Kannada Daily) from Bangalore in 1965 and a Bangalore edition of the Telugu Daily
Andhra Prabha, and Gujarati dailies Lok Satta and Jansatta in 1952, from Ahmedabad
and Baroda.

       The Delhi edition started was when the Tej group's Indian News Chronicle was
acquired in 1951, which from 1953 became the Delhi edition of Indian Express. In 1990
it bought the Sterling group of magazines, and along with it the Gentleman magazine.

       After Goenka's demise in 1991, two of the family members split the group into
Indian Express Mumbai with all the North Indian editions, while the Southern editions
were grouped as Express Madurai Ltd with Chennai as headquarters.

The New Indian Express daily is published from the following cities:

      Bangalore
      Belgaum
      Bhubaneswar
      Chennai
      Coimbatore
      Hyderabad
      Kochi
      Kozhikode
      Madurai
      Shimoga
      Thiruvananthapuram
      Tiruchy
      Vijayawada
      Visakhapatnam.
       Express Network Private Limited is subsidiary company of Express Publications
(Madurai) Limited. It has been granted licence by Express Publications (Madurai) Ltd. to
use the under mentioned websites registered in its name:

www.indiavarta.com
www.newindpress.com
www.dinamani.com
www.kannadaprabha.com
www.andhraprabha.com
www.apweekly.com
www.cinemaexpress.com
www.malayalamvarikha.com
www.tamilanexpress.com
PLANT LOCATION
2.2.1 PRODUCT PROFILE

The Company's publications include Dailies viz.

      The New Indian Express in English (the southern editions of The Indian Express
       renamed as "The New Indian Express", effective from 28-12-98),
      Dinamani in Tamil,
      Kannada Prabha in Kannada.

In adition to dailies, the company also brings out magazines.

      Cinema Express (Tamil)
      Malayalam Vaarika (Malayalam)
      Tamilan Express (Tamil).

Its various supplements, which appear on a weekly or fortnightly basis, include

      The new Sunday express (Sunday)
      i.witness and i.witness 2 ( Sunday magazines)
      Zeitgeist (Saturday)
      Indulge (Friday)
      Expresso ( daily-Chennai)
      City express
CHAPTER 3: LITERATURE SURVEY:


3.1.CONCEPTUAL AND THEORETICAL REVIEW


Advertising Perception Survey Experts

Definition: Advertising Perception Survey - In the context of litigation, an advertising
perception survey is a study commissioned by a challenger seeking to show that a
competitor's advertising contains implied messages that are false or misleading.


What Advertisers Think

       The largest multi-client study of media decision makers in the world, The
Advertiser Intelligence Reports (AIR) provides media executives with the plans and
opinions of more than 1,500 advertising decision-makers (agency and marketer), by
media decision making responsibility, across twelve major advertising categories, about
more than 300 leading online, print and television media brands.

Key Measures and Trends by leading Online Media Brands, Magazines, National
Newspapers and Television Networks include:

      Advertising Consideration
      Advertising Plans
      Media Selection Criteria
      Perceptions of Media Brands by Selection Criteria
      Perceptions of Marketing Effectiveness
      Perceptions of Sales Coverage
      Perceptions of Salespeople
      Advertiser Satisfaction
      Plans to Increase, Decrease and Maintain Ad Spending


Measured Advertising Categories Include:
        Entertainment
         Finance
         Home Furnishings and Appliances
         Liquor, Beer and Wine
         Pharmaceuticals and Health Care
         Retail
         Technology and Consumer Electronics
        Toiletries and Cosmetics (Beauty)




Advertiser Perceptions: Optimism down for 2008


         The forecasts predicting an upswing in online advertising and an increase in
budgets may have been a bit off, at least for the first six months of 2008. According to the
most recent Advertiser Perceptions survey, advertising executives have doubts about the
online spend increasing at high rates this year.
         The survey found that 76% of advertising executives not feel that online ad
budgets will increase; a decrease of 3% over the last survey. About 21% of executives
feel budgets will stay the same.
         Online budgets aren't the only ones to suffer. According to the survey 16% of
advertising executives and media buyers expect the share of radio advertising to increase;
in the spring of 2007 26% of marketers expected radio's ad budget to increase.


         Broadcast television has also seen a decrease. Only 22% of executives expect
budgets to increase in the broadcast arena compared to 29% in spring '07.


         Magazines and newspaper budgets are also expecting a decline (24% and 37%
respectively). Outdoor advertising budgets could see a 22% decline. Meanwhile mobile is
also expected to slide a bit, from 55% expecting an increase to 48%.
PERCEPTION
         Fred luthans opines, “Perception is an important meditating cognitive process
through which person make interpretations of the stimulus or situation they are faced
with.”


         Stephen. P. Robbins defines perception as “a process by which individuals
organize and interpret their sensory impressions in order to give meaning to the
environment.”


         Perception is the process through which information from the outside
environment is selected, received, organized, and interpreted to make it meaningful to
you. Perception refers to interpretation of sensory. In other works sensation involves
understanding what the stimulus means.


Characteristics of the perceiver:
         The characteristics of the perceiver include such factors such as needs, values,
experience and attitudes. A persons needs, habits, impacts of past experience ethics and
personality all influence the perceptual process.


Characteristics of the perceived:
         It may defy logic and objectivity but perception about others are influenced by
their physical characteristics such as appearance, facial expression, age, gender, manner
of communication as well as personality traits and other forms of behavior.


         Eg. When we see persons to be assertive and confident we assume him to be an
executive or leader.
Perceptual Selectivity:

       Perceptual selectivity refers to the tendency to select certain objects from the
environment for attention such that these objects are consistent with our existing beliefs,
values and needs.


Advertisement:

Definition:
       “Any paid form of non personal presentation and promotion of goods services or
ideas by an identified” – AMA


ADVERTISER

       Advertising is a form of communication used to help sell products and services.
Typically it communicates a message including the name of the product or service and
how that product or service could potentially benefit the consumer.

       “Advertiser” means a person, firm or company whose products, goods or
services are the subject matter of the Advertisement. The manufacturer, Service
Company, retailer, or supplier who advertises their product or service.
The advertiser is commonly interpreted as a commercial organization which has the
paramount objective of making profits out of its business activities. Profits are usually
generated through marketing or trading activity, apart case, marketing has a role to play
as the yield for investments in other companies and assets will, in turn depend on the
marketing activity of the latter. The communication logic will, however, also apply to
the types of advertisers which may have a societal or political objective. Advertising for
family planning, road safety and the like, and election campaigns are no different in this
respect.
NEWSPAPER ADVERTISING

       The bulk of newspapers' revenue comes from advertising - the contribution from
sales is small by comparison. On average, a newspaper generates 80% of its revenue from
advertising and 20% from sales. The portion of the newspaper that is not advertising is
called editorial content, editorial matter, or simply editorial, although the last term is also
used to refer specifically to those articles in which the newspaper and its guest writers
express their opinions.

       Newspapers have been hurt by the decline of many traditional advertisers.
Department stores and supermarkets could be relied upon in the past to buy pages of
newspaper advertisements, but due to industry consolidation are much less likely to do so
now. [Additionally, newspapers are seeing traditional advertisers shift to new media
platforms. The classified category is shifting to sites including Craig list, employment
websites, and auto sites. National advertisers are shifting to many types of digital content
including websites, rich media platforms, and mobile.

       In recent years, the advertorial emerged. Advertorials are most commonly
recognized as an opposite-editorial which third-parties pay a fee to have included in the
paper. Advertorials commonly advertise new products or techniques.


Newspaper trends

       Newspaper flourished for decades in the face of radio, television, and the internet.
However, advances in web syndication and news aggregation online are placing serious
pressures on the current model of newspaper distribution and ad placement.


Need for Advertising:


       The question often asked is: „why does a developing country like India need
advertising‟
       Advertising is a way of communicating information to the consumer information
which enables him or her to compare and choose from the products and services
available. Advertising enables consumers to exercise their right of free choice.

       Advertising being a necessary means of communication is an inseparable part of
free speech. Any restriction on the right to recommend legitimate goods, services r ideas
in public will diminish the fundamental right of the freedom of speech.

       Advertising is the promotion of a product or service and is extremely pervasive in
contemporary society. To maximize sales, companies will pay a premium for wide
exposure through the mass media. Advertising space is common, but not restricted to
these realms; billboards, public transportation, movies (product placement), schools,
clothing, even bathroom stalls carry ads and the industry is constantly finding new ways
to                                                                                 advertise.




NEWSPAPER ADVERTISING

       The newspaper is a product borne of necessity, invention, the middle class,
democracy, free enterprise, and professional standards.

       Pre-history "newspapers" were one-to-one in nature. The earliest variation on a
newspaper was a daily sheet published in 59 BC in Rome called Acta Diurna (Daily
Events), which Julius Caesar ordered posted throughout the city. The earliest known
printed newspaper was in Beijing in 748.

       In 1451, Johannes Gütenberg uses a press to print an old German poem, and two
years later prints a 42-line Bible -- the significance being the mass production of print
products, ushering in an era of newspapers, magazines, and books. By 1500, the genesis
of a postal system can be seen in France, while book publishing becomes popular
throughout Europe and the first paper mill can be found (England).
       The rise of the middle class transformed newspapers in the 1800s. A penny
(US$0.01) buys a New York newspaper in 1833, opening up the first mass market for
newspapers. In 1847, the telegraph is used as a business tool, transforming far-away
stories. In 1873, an illustrated daily newspaper can be seen in New York. In 1878 the first
full-page newspaper advertisements appear, and in 1880 the first photographs are seen in
newspapers, using halftones.

       With the basic technical groundwork for the modern newspaper in place by the
late 19th century, the story of newspapers in the 20th century was about professional
development and adaptation to changing consumer and media markets. The story also
involved an evolving business model that rode an ever-growing wave of mass-market
advertising. Increased profitability and higher revenues attracted publicly owned
corporations interested in buying newspapers from descendants of company founders,
while simultaneously exposing newspapers to the whims of cash- and profit-hungry stock
markets.




       By 2000, newspapers were juggling priorities: fragmentation of news
consumption,    fragmentation    of   advertising   investments,   the   advantages    and
disadvantages of being a mass medium, balancing the wants of the marketplace with the
company's duty to provide the needs of the marketplace, a journalistic backlash against
industry changes, the sheer physicality of ink-on-paper production and distribution versus
digital distribution, increasing profit pressure surrounding the core print product, and
extension of the company's core brand into other profit centers.

       Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of a particular brand of product or
service. Modern advertising developed with the rise of mass production in the late 19th
and early 20th centuries.
Many advertisements are designed to generate increased consumption of those products
and services through the creation and reinvention of the "brand image”. For these
purposes, advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages, including television,
radio, cinema, magazines, newspapers, video games, the Internet, carrier bags, billboards
and mail or post. Advertising is often placed by an advertising agency on behalf of a
company or other organization.

       Organizations that frequently spend large sums of money on advertising that sells
what is not, strictly speaking, a product or service include political parties, interest
groups, religious organizations, and military recruiters. Non-profit organizations are not
typical advertising clients, and may rely on free modes of persuasion, such as public
service announcements.

       Money spent on advertising has increased dramatically in recent years. In 2007,
spending on advertising has been estimated at over $150 billion in the United States and
$385 billion worldwide, and the latter to exceed $450 billion by 2010.

       While advertising can be seen as necessary for economic growth, it is not without
social costs. Unsolicited Commercial Email and other forms of spam have become so
prevalent as to have become a major nuisance to users of these services, as well as being
a financial burden on internet service providers. Advertising is increasingly invading
public spaces, such as schools, which some critics argue is a form of child exploitation. In
addition, advertising frequently utilizes psychological pressure (for example, appealing to
feelings of inadequacy) on the intended consumer, which may be harmful.


ADVERTISING IN INDIA

Many advertisements are designed to generate increased consumption of those products
and services through the creation and reinvention of the "brand image". For these
purposes, advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages, including television,
radio, cinema, magazines, newspapers, video games, the Internet, carrier bags, billboards
and mail or post. Advertising is often placed by an advertising agency on behalf of a
company or other organization.

3.2 LITERATURE REVIEW


S.NO      REFERENCES                       RELATED LEARNING
1         Advertiser perception of the
          internet as a marketing
          communication vehicle: Case             The overriding finding of
          study                                the study is that the scope of Internet usage
          by                                   as a media
          Khalid Alrawi and Walid Alrawi       is affected by managements' perceptions of
          source                               the effectiveness
          African Journal of Marketing         of their websites as marketing tools.
          Management Vol. 1(2) pp. 062-
          069 May, 2009                           The researcher‟s recommendation in this
          Available online                         context is that
          http://www.academicjournals.or       firms should develop and evaluate a web-
          g/ajmm                               based methodology
          ©2009 Academic Journals              for evaluating the effectiveness of
                                               promotional
                                               websites




2         The public’s perception of              Advertising is everything with a name on
          advertising in today’s                   it
          Society                                 Life without advertising would be dull
          by                                      Advertising is an indicator of business
    Sally Ford-Hutchinson and             health
    Annie Rothwell                       „Clever‟ advertising is good advertising
    Source:                              Advertising is all -embracing :The all
    The Thinking Shop                     embracing concept of advertising was a
    9 Kenneth Crescent                    widely held one although the older
    London                                respondents (anyone over the age of 25)
    NW2 4PS


3   CHILDRENS’ PERCEPTION                The findings of this studty reveals that
    ON TV ADVERTISING                     children are affected by tv
    A CASE STUDY OF 3RD                   advertisements and more they watch the
    GRADERS IN SWEEDEN                    more they are affected.
    BY: MARIA ERRSON                     They are highly influenced by peers.
    ULRIKA KOBIN                         Furthermore, their behaviour towards
                                          parents and pester more are also affected
    SOURCE: Lulea university of           by their viewing of advertisements.
    technology                           The most memorable commercial
    Bachelor thesis                       advertisements for the children appears
    Marketing                             to be the ones using humours and
    Department of business                celebrities. Furthermore children ability
    administration and social             to distinguish between reality and fiction
    sciences                              is possible for this age group.
    Division of indusial
    marketing and e-commerce


4   Brand Perception & Brand         working moms who were using differences
    Equity of Baby Accessory          brand would be
    Products in Working Moms’         perceived their brand with difference ways.
    Perspective                      Working mom who were using Pigeon
    by                                perceived that Pigeon was innovating, Avent
    Phusit Wonglorsaichon* and        was modernizing and Chicco was safety for
    Paitoon Sathainrapabayut               their babies.
    source                                These results were based on marketing
    International Review of Business       communication programs that have been
    Research Papers                        implementing from each brand in
    Vol. 4 No.1 January 2008               order to create their brand characteristic and
    Pp.385-395                             brand differentiation from other
                                           players.


5   CORPORATE BRAND                           Corporate brand image is impacted most
    IMAGE: ANTECEDENTS,                        by the brand awareness construct
    MEDIATING ROLE AND                         general expectation construct have less
    IMPACT ON                                  impact
    STAKEHOLDERS                              Corporate brand image on its own is a
    EXPECTATION                                significant predictor of specific
    by                                         expectations
    Prathab oburai                            Corporate brand image mediates the best
    YLR moorthi                                of brand awareness
    Chew kok wai
    Michael j baker
    Source:
    INDIAN INSTITUTE OF
    MANAGEMENT,
    AHMEDABAD
6                Australian and               With the Internet being a relatively new
             Taiwanese Advertiser's            communication medium, the perceptions
             Perceptions of Internet           of advertising agencies on the use and
                   Marketing                   future of Internet marketing has
                                               important implications for companies
                                               using these agencies to develop their
    Source:                                    advertising strategies.
             University of New South          This research investigates the perception
            Wales                       of advertisers towards the use of the
                                        Internet as a communication medium
7                                      Because of the inherent cultural
    Newspapers and Their Online
                                        differences between traditional
    Editions:
                                        newspaper staff and online staff, industry
    Factors that Influence
                                        analysts have suggested that online
    Successful Integration
                                        workers struggle for respect from their
    by
                                        newsroom counterparts.

    Bonnie Bressers and Robert         The perception of the relative equality of

    Meeds                               status between the print and online staffs
                                        was not a significant predictor of levels
                                        of integration, but it was positively
                                        associated with managers‟ reports that
                                        objectives have been met, suggesting
                                        that policies and practices aimed at
                                        equalizing perceived levels of status
                                        between the two groups would be
                                        desirable.




8   Selling Newspaper Advertising
    on the web:
                                       The original idea of developing a
    A Case Study of the Newspaper
                                        newspaper advertising website is to
    Advertising Website in A
                                        provide access to the latest, most
    Chinese Press Group
                                        relevant multimedia sales presentation
    By                                  and data.
    Qiping Hu, M.A.                    Links to databases, computational tools
    Master Student                      and forms for placing orders could also
    School of Journalism
     University of Missouri-               be on the website. Additionally,
     Columbia                              interactivity based on the website
     Columbia, MO 65211                    between the sellers and buyers is also
                                           projected.
                                          Despite differences between the business
                                           models between China and America, the
                                           two studies have found some common
                                           values of the NAW.
                                          But even the leading Chinese newspaper
                                           tended to be more conservative about the
                                           electronic ordering and database
                                           functions.




9    Advertiser Perceptions: Cross        The study found consumers expressed a
     Media Builds Purchase Intent          stronger intent to buy a particular

     BY:                                   product after they had been exposed to
                                           ads for it on more than one medium.
     Report     by   research   firm
                                          That finding could lend strong support to
     Advertising Perceptions
                                           media buyers looking to justify cross-
                                           media ad spend, especially since "intent
                                           to buy" is considered an important way
                                           to measure a campaign's success.




10              Advertisers' Media        when a salesperson comes to understand
                Selection in Small         the factors that influence the advertiser,
              Newspaper Markets
By                                    "the skills of that person are enhanced."
Ken Smith; Newspaper
Research Journal, Vol. 19, 1998      The same could be said about the
                                      relation ship between advertising
Journal Article Excerpt
                                      representatives at smaller newspapers
                                      and their clients.
CHAPTER-4 DATA ANALYSIS AND INTERPRETATION:

4.1 PERCENTAGE ANALYSIS:

TABLE NO. 4.1:
                           INDULGE REMAINS ABOUT

       Responses                 Respondents              percentage
Masthead                         -                        -
Supplement format                12                       40
Color spread                     12                       40
Content                          5                        16.5
Specific topic/writer            1
TOTAL                            30                       100



  45
             40             40
  40
  35
  30
  25
                                                                       percentage -
  20                                      16.5
  15
  10
                                                       3.5
   5
   0
          Supplement    Color spread     Content      Specific
            format                                  topic/writer




INFERENCES:
        From the above table it is found that 40% of advertisers remains about the
supplement format of the INDULGE whereas another 40% reminds about the colorful
spread , 16.5% of them remains about the content and remaining a meager 3.5% of
advertisers remains about the specific writer of indulge
TABLE NO:4.2 :

                                   The best of Indulge :


 Responses                    Respondents              Percentage
 News spread                  6                        10
 News items in every week     4                        23
 Columnist                    2                        8
 New product launches         11                       40
 Interesting read as a
                              7                        19
 whole
 TOTAL                        30                       100




  40                                                36.5
  35
  30
                                                                  23.5
  25       20
  20
                       13.5
  15
  10                                    6.5
   5
   0
       News spread News items        Columnist   New product   Interesting
                   in every week                  launches      read as a
                                                                  whole




INFERENCES:

       From the above table it is found that maximum of 36.5% of advertisers likes the
new product launch information in indulge, whereas 23.5% advertisers opinion is that
indulge is a interesting read as a whole.
TABLE NO:4.3 :
                               Perception of Indulge.

 Responses                      Respondents             Percentage
 Great product                  -                       -
 The right fit                  5                       16.6
 A new trend wave               15                      50
 Informative                    8                       26.6
 Another supplement                                     6.6
 TOTAL                          70                      100




                        0%
                   7%           17%

                                                      Great product
          27%
                                                      The right fit
                                                      A new trend wave
                                                      Informative
                                                      Another supplement

                                49%




INFERENCES:

From the above table it is found that 49% of advertisers perceive indulge as a new trend
wave for Chennai market, 7% of advertisers perceived as just an another supplement.
TABLE NO:4.4 :

                        The look and content of the product.


 Responses                       Respondents          Percentage
 Excellent                       0                    0%
 Very good                       6                    20%
 Informative                     9                    30%
 Colorful & interesting          7                    23.3%
 Captures the changes            8                    26.7%
 TOTAL                           30                   100




                               0%
                                      20%
                 26.70%
                                                         Excellent
                                                         Very good
                                                         Informative
                                                         Colorful & interesting
                                                         Captures the changes
                                        30%
                  23.30%




INFERENCES:

          From the above table it is found that maximum of 30% of advertisers opinion
about the look and content of the supplement is as informative.
TABLE NO: 4.5:


                  Waiting for a grab of the product each week.


Responses                     Respondents            Percentage
Yes                           8                      26.6%
No                            6                      20%
Browse through it             16                     53.4%
TOTAL                         30                     100




                             27%
                                               Yes
                                               No
            53%
                                               Brow se through it

                             20%




INFERENCES:

       From the above table it is found that maximum of 53% of advertisers says that
they browse through the paper whenever they see it whereas 27% advertisers say that
they wait to grab the product and 20% of advertisers does not wait for the product.
TABLE NO: 4.6:

                 The improvement to be made in the product.


 Responses                                   Respondents        percentage
 Content                                     18                 60%
 Layout                                      12                 40%
 Paper quality                               0                  0%
 TOTAL                                       30                 100



                             Paper quality
                                 0%

                    Layout
                     40%

                                              Content
                                               60%




INFERENCES

       From the above table it is found that maximum of 60%of advertisers says that
content of the supplement need to be improved whereas 40% of advertisers says layout
need to be improved.
TABLE NO: 4.7:

                       Look out for the product each week.



 Responses                              Respondents                     percentage
 Advertisement                          12                              40%
 Information                            16                              53.4
 New life style products                2                               6.66%
 TOTAL                                  30                              100




  6000%                                53.4
  5000%

  4000%

  3000%

  2000%

  1000%
                   40%                                    6.66%
      0%
              Advertisement         Information        New life style
                                                         products




INFERENCES:

                From the above table it is found that maximum of 36% of clients look out
for advertisement and information and minimum of 28% were looks out for new life
style products.
TABLE NO: 4.8:

               Like to enhance brand equity through Indulge.


 Responses                            Respondents        Percentage
 Yes                                  14                 46.6%

 No                                   16                 53.3%

 TOTAL                                30                 100




                                           16


       16

   15.5

       15
                                                                 Yes

   14.5                    14                                    No


       14

   13.5

       13
                        Respondents




INFERENCES:

     From the above table it is found that 53.3% of advertisers are not willing to enhance
their product brand equity through indulge
TABLE NO: 4.9:

                            Like to advertise in Indulge.


 Responses                        Respondents              Percentage
 Yes                              14                       46.6%

 No                               16                       53.3%

 TOTAL                            30                       100




                                           Yes
                      No                   47%
                     53%




INFERENCES:

     From the above table it is found that 53.3% of advertisers are not willing to advertise
in indulge
TABLE NO: 4.10:

                       Would like to continue the Indulge


 Responses                        Respondents            Percentage
 Yes                              14                     46.6%

 No                               16                     53.3%

 TOTAL                            30                     100




                                                         47%
                                                                           Y es
             53%                                                           No




INFERENCES:

    From the above table it is found that 53.3% of advertisers are not willing to continue
to advertise in indulge
CHAPTRER – 5: CONCLUSION
5.1 RESULTS AND FINDINGS


  1. It is found that 40% of advertisers remains about the supplement format of the
     INDULGE whereas another 40% reminds about the colorful spread , 16.5% of
     them remains about the content and remaining a meager 3.5% of advertisers
     remains about the specific writer of indulge


  2. It is found that maximum of 36.5% of advertisers likes the new product launch
     information in indulge, whereas 23.5% advertisers opinion is that indulge is a
     interesting read as a whole.


  3. It is found that 49% of advertisers perceive indulge as a new trend wave for
     Chennai market, 7% of advertisers perceived as just an another supplement.


  4. It is found that maximum of 30% of advertisers opinion about the look and
     content of the supplement is as informative.




  5. The maximum of 53% of advertisers says that they browse through the paper
     whenever they see it whereas 27% advertisers say that they wait to grab the
     product and 20% of advertisers does not wait for the product.


  6. The maximum of 60%of advertisers says that content of the supplement need to
     be improved whereas 40% of advertisers says layout need to be improved.


  7. The maximum of 36% of clients look out for advertisement and information and
     minimum of 28% were looks out for new life style products.
8. It is found that 53.3% of advertisers are not willing to enhance their product brand
   equity through indulge


9. It is found that 53.3% of advertisers are not willing to advertise in indulge


10. It is found that 53.3% of advertisers are not willing to continue to advertise in
   indulge
5.3 LIMITATION OF STUDY

       The data for the project was conducted from the opinion of advertisers in
         market. Any bias in the opinion of false will impact on the findings of the
         study.
       The sample size was large as the advertiser markets were to be
         interviewed while at work.
       Some of the answer given by the respondents may be biases.
       Few respondents were reluctant while answering the question due to their
         busy schedule.
       Time is a constraint because duration of project is one month.
       Some of the advertiser‟s were hesitating to give whole- hearted opinions
         due to fear.
5.4 SUGGESTIONS:


         In this study observed that half and above of the respondents are
          mentioned that the improvement have to be made in content of Indulge, so
          the company can take effort to improve the content.
         An advertisers feels that news spread can be increased in the indulge so
          that many information can be seen.
         Availability of the product is scarce, so the company can improve its
          circulation
5.5 Conclusion:


               The informative and interesting analysis of “Advertisers‟ perception about
Indulge in The New Indian Express Chennai ”, advertisers perception provides media
company executives insight necessary for increasing ad         sales, market position and
competitive advantage. And it helps to make more benefits to advertisers. To give
advertising to advertisers for which one is highly expected.
               It is concluded that advertisers‟ perception are the basic things, which
could helpful to the company. Some suggestions are given in this project, where the
company could look into the grey areas and try to rectify them, so that advertisers could
be highly satisfied.

				
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posted:5/27/2011
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Description: MBA PROJECT ADVERTISING