Anum Winter Project

7/30/2019 Anum Winter Project

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1. Introduction

The reason why I have taken this topic is clearly visible that in marketing ,companies is still in a nascentstage and needs to grow in every direction and should act as the core competence for the organization. As

marketing is no longer a non-core function and in the ongoing talent war, it will play a critical role in

employee engagement and retention. One of the solutions of these problems which I felt is creative

advertising, which should be conducted effectively and efficiently to completely eliminate such problems.

This project is done with the view of understanding the workings of an advertising agency and the level of

impact of the advertisements on the targeted audiences.

The advertisement recall study method is adopted to understand the effectiveness of the advertisement/salready released.

Chapter Arrangement

CHAPTER 1-

Chapter1 includes Introduction, objective of study, research methodology, limitations of the study and the

theory and operational definitions of the study.

CHAPTER 2-

Chapter2 includes the theoretical background.

CHAPTER 3.

Chapter3 consists of findings, conclusion, and followed by bibliography.


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Objective of the Study

The objective of the project The Working of an Advertising Agency and Advertisement RecallStudy is to understand the workings of an advertising agency.

This project also tries to understand the success ratio that every advertisement carries when it isrun on air.

Hence, an advertising recall study has been made to study the impact of the advertisement on theminds of the general public.

Period of the Study

The study was conducted during VI semester on WORKING OF ADVERTISING AGENCY.

Methodology

Research Design:

A research design is the arrangement of conditions for collection and analysis of data in a manner that

aims to combine relevance to the research purpose with economy in procedure


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The study was conducted on the basis of list of respondents who were targeted for vehicle brand. From

that customer preference were collected and were unable to cover almost all the leading brands. This was

the research design for the project.

Types of Data

The task of data collection begins after a research problem has been defined and research design is

chalked out. While deciding about the method of data collection to be used for the study, the researcher

should keep in mind the two types of data: primary and secondary. The researcher should decide the sort

of data he/she would be using for the study.

Primary Data

Primary data are those which are collected a fresh and for the first time and thus happen to be original.

Secondary Data

Secondary data are those which have already been collected by someone else and which have been

already been passed through the statistical process.

Sources of Data:

Sources of data are the various sources from where the data is collected to analyse. There are various

sources of data. They are as follows:

1) Interviews.

2) Books.

3) Internet.


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4) Past records.

5) Project which are prepared earlier.

Sources of primary data and secondary data differ as the primary data is original collected by researcher

and secondary data is collected for various other source.

Sources of data for project:

Primary data: through interviews. Secondary data: from books and internet.

Sample Plan:

A sample plan has following components:

a. Choosing the sample Unitb. Choosing the sample Sizec.

Choosing the sample Procedure

d. Choosing the sample Media

Stratified random sampling method was adopted in the area under the study. Throughout the Pune

consumers were interviewed. Area under the study was divided into different groups and consumers in the

areas were interviewed.

Sample Plan for the project: List of people interested in buying new flats obtained from the ad-agency, through a property exhibition at the DSK stall in Pune city

Universe: All items in any field of inquiry constitute Universe or Population. A completeenumeration of all items in the universe or population is known as census inquiry. It can be

presumed that in such an inquiry, when all items are covered, on element of chance is left and

highest accuracy is obtained.


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Universe for the project: List of people interested in buying new flats obtained from thead-agency, through a property exhibition at the DSK stall in Pune city.

Sample size:The sample size (n) should not be small as it may not serve the objectives and i f it is too large it incurs

huge cost and waste of resources. The sample size should be large enough to give the confidence interval

of desired width.

Size of the sample should be determined by a researcher keeping in the view the following points:

Nature of Universe

a. Number of classes proposedb. Nature of studyc. Type of samplingd. Standard of accuracy and acceptable confidence level.e. Other considerations.

Sample size for the project: 50 Audiences

Method of data collection:

the methods of collecting primary and secondary data differ since primary data are to be originally

collected, while in case of secondary data the nature of data collection work is merely that compilation.

The different methods of data collection are described with the pros and cons of each method. There are

several methods of data collection:

i) Observation methodii) Interview methodiii) Through questionnaire


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iv) Through schedulesv) Depth interviews

Method of data collection for project: Interviews through questionnaire.

Questionnaire:

This method of data collection is quite popular, particularly in case of big enquiries. It is being adopted by

private individuals, research workers, private and public organisations and even by governments. In this

method questionnaire is sent to the persons concerned with a request to answer the questions and return

the questionnaire. A questionnaire consists of a number of questions printed or typed in a definite form.

The questionnaire is mailed to respondents who are expected to read and understand the questions and

write down the reply in the space meant for the purpose in the questionnaire it self. The respondents have

to answer the questions on their own.

Quite often questionnaire is considered as the heart of a survey operation. Hence it should be constructed

very carefully. If it is not properly set up, then the survey is bound to fail. Research should note the

following with regard to these three main aspects of a questionnaire:

1) General Form.

2) Question Sequence.

3) Question formulation and wording.

Formation of Questionnaire

The researcher must pay attention to the following points while constructing an appropriate and effective

questionnaire.


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1) The researcher must keep in view the problem he/ she are to study for it provides the starting point for

questionnaire. She / he must be clear about the various aspects of his research problem to be dealt with in

the course of his/ her subject.

2) Appropriate from of questions depends on the nature of information sought, the sampled respondents

and the kind of analysis intended. The researcher must decide whether to use closed or open ended

question.

3) Rough draft of the questionnaire is prepared, giving due thought to his/ her appropriate sequence of

putting questions.

4) Researcher must invariably re-examine, and in case of need may revise the rough draft for the better

one. Technical defects must be minutely scrutinized and removed.

5) Pilot study should be undertaken for per-testing the questionnaire. The questionnaire may be edited in

the light of the results of the pilot study.

6) Questionnaire must contain simple but straight forward directions for the respondents so that they may

not feel any difficulty in answering the questions.

Field work

The method of primary data collection for this project was the structured questionnaire. I have done the

survey on the basis of list of people interested in buying new flats obtained from the ad-agency, through a

property exhibition at the DSK stall in Pune city, through meetings and telephone. I had not appointed

anybody to carry out the survey on my behalf. Secondary data was collected through internet, website,

and books by me.


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Data Analysis Techniques:

The data, after collection, has to be processed ad analysed in accordance with the outline laid down for

the purpose at the time of developing the research plan. This is essential for a scientific study and for

ensuring that we have relevant data for making contemplated comparisons and analysis. The term analysis

refers to computation of certain measures along with searching for patterns of relationship that exist

among data-groups. Thus, in the process of analysis, relationship or difference supporting or conflicting

with original or new hypotheses should be subjected to statistical tests of significance to determine with

what validity data can be said to indicate any conclusions. The analysis of the data takes place through

processing operations.

Processing operations are as follow:

1) Editing

2) Coding

3) Classification:

Classification according to attributes Classification according to the class intervals

4) Tabulation.

Data Analysis Techniques for the project: Classification, Tabulation and Average Percentage.

Presentation of Report

Finally, the researcher has to prepare the report of what has been done by him/ her. Writing of

report must be done with great care keeping in view the following:


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The layout of the report should be as follows:

A. The preliminary pages:

In this the report should carry title and date followed by acknowledgements and foreword. Then

there should be a table of contents followed by list of tables and graph.

B. The main text:

The main text of the report should have following parts:

i. Introduction

ii.Summary of findings

iii. Main report

iv. Conclusion

C. The end matter:

At the end of the report, appendices should be enlisted in respect of all Technical data.

Bibliography and Index should also be given in the end.

o Report should be written in a concise and objective style in Simple language avoidingvague expressions.

o Charts and illustrations in the main report should be used only if they present theinformation more clearly and powerfully.

Limitations

Limitations are the boundaries wherein the researcher has to work. To make the research successful a

researcher should know his/ her boundaries. Any project done under the proper guideline comes across

less limitation.


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Limitations for the project:

As the advertising research was for the advertisement of the company D.S.Kulkarni and Developers, a

company with large number of players in the market has a wide scope for research. But the number days

given and small sample size for the research become the limitations of the project. So it gave a undersized

scope to the research.


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2. Industrial Profile

Conceptual BackgroundAdvertising is paid communication through a non-personal medium in which the sponsor is identified and

the message is controlled. Advertising clients are predominantly, but not exclusively, for-profit

corporations seeking to increase demand for their products or services. Other organizations that frequently

spend large sums of money on advertising include political campaigns, interest groups, religion-

supporting organizations, and the military. Other non-profit organizations are not typical advertising

clients, and rely upon free channels, such as public service announcements

Commercial messages and political campaign displays have been found in the ruins of ancient Arabia.

Egyptians used papyrus to create sales messages and wall posters, while lost-and-found advertising on

papyrus was common in Greece and Rome. Wall or rock painting for commercial advertising is another

manifestation of an ancient media advertising form, which is present to this day in many parts of Asia,

Africa, and South America. For instance, the tradition of wall painting can be traced back to Indian rock-

art paintings that go back to 4000 BC. As printing developed in the 15th and 16th century, advertising

expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers

in England.

Black-figured lekythos with the inscription: buy me and you'll get a

good bargain, ca. 550 BC, Louvre


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These early print ads were used mainly to promote books and newspapers, which became increasingly

affordable thanks to the printing press, and medicines, which were increasingly sought after as disease

ravaged Europe. However, false advertising and so-called "quack" ads became a problem, which ushered

in regulation of advertising content.

Although advertising has existed for a long time, explicit "branding" is a product of the late 1800s. Due to

the prevalence of dangerous products and unregulated industries of the Industrial Revolution, brands were

introduced to increase the reputation and value of a particular manufacturer. An identified brand often

meant safety and quality. Quaker Oats is among the oldest modern brands in continual use.

As the economy was expanding during the 19th century, advertising grew alongside. In the

United States, classified ads became even more popular, filling pages of newspapers with small

print messages promoting all kinds of goods. The success of this advertising format led to the

growth of mail order advertising. At first, agencies were brokers for ad space in newspapers.

At the turn of the century there were few career choices for women in business; however,

advertising was one. Since women were responsible for most of the purchasing in their

household, advertisers and agencies recognized the value of women's insights during the creative

process. In fact, the first American advertising to use a sexual sell was created by a woman for

soap. Although tame by today's standards, it featured couple and said "The skin you love to

touch".

In the early 1950s, the television network began the modern trend of selling advertisement time

to multiple sponsors. They had trouble finding sponsors for many of their programs and

compensated by selling smaller blocks of advertising time to several businesses. This eventually

became the norm for the commercial television industry.


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The 1960s saw advertising transform into a modern, more scientific approach in which creativity

was allowed to shine, producing unexpected messages that made advertisements more tempting

to consumers' eyes.

The late 1980s and early 1990s saw the introduction of cable television and particularly MTV.

Pioneering the concept of the music video, MTV ushered in a new type of advertising: the

consumer tunes in for the advertising message, rather than it being a byproduct or afterthought.

As cable and satellite television became increasingly prevalent, specialty channels emerged,

including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and

Shop TV.

Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-

com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering

everything from coupons to free Internet access. At the turn of the 21st century, the search

engine Google revolutionized online advertising by emphasizing contextually relevant,

unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar

efforts and an increasing trend of interactive advertising.

A recent advertising innovation is "guerrilla promotions", which involve unusual approaches

such as staged encounters in public places, giveaways of products such as cars that are covered

with brand messages, and interactive advertising where the viewer can respond to become part of

the advertising message. This reflects an increasing trend of interactive and "embedded" ads,

such as via product placement, having consumers vote through text messages, and various

innovations utilizing social networking sites.


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Advertising Agency

An advertising agency or ad agency is a service business dedicated to creating, planning and handling

advertising (and sometimes other forms of promotion) for its clients. It is independent from the client and

provides an outside point of view to the effort of selling the clients products or services. An agency can

also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad

agency clients include businesses and corporations, non-profit organizations and government agencies.

Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an

advertising campaign.

An ad agency has writers, artists, media experts, researchers, television producers, account executive, etc.

these specialists work together to understand fully the advertisers requirements and develop suitable

advertising plans and strategies.

Ad agencies come in all sizes. They include everything from one or two-person shops (which rely mostly

on freelance talent to perform


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Advertisement recall study

Advertisement recall study measures the perceptions, attitude and effectiveness of the advertisement in

the minds of the viewers. It is very essential for the company and the agency to know the impact of the

advertisement in the minds of the targeted audience.

Following methods are used for post-testing of advertisements already run:

Penetration Tests Error-in-recognition Measurement Gallup-Robinson Impact Test Triple Association Test The Netapps Method Likert Summated Scale Unaided Recall Test Progress Test Intend-to-buy Test Sales Result Test


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Organization Profile

The advertising agency Media&TA was established on 9th September, 1999 (9-9-99), by a

visionary, Mr. Manoj Deshmukh.

Mr. Manoj Deshmukh was Science Graduate with a flair for marketing and creativity. To give a

scope to his great potential, he did his Post- Graduation in Advertising and Public Relations from

Symbiosis Institute.

Initially, he used to work in a local cable news channel called as Dinmaan, as their Marketing In-

charge. But later he decided to pave his own path in the field of advertising.

Eight years ago, Media&TA started as small team of creative brains and with a small budget to

keep them moving, but the spirit was high & the vision was big. And now, the Media&TA is a

fully functional. Advertising Agency operating 24X7 through 365 days with all the elite clients

to boast for!

The turn of the century marked a radical change in communication media. New avenues gained

prominence and redefined advertising and communication. This was the time when Media&TA

was established by Manoj Gokhale on 9.9.1999.

As Media&TA stepped into this novel avenue, it was essential to adopt scientific approach andthis began with learning the medium, through experience and academically.

We tested every little possibility that this new medium had to offer. For Media&TA it was

almost like sending a satellite to the moon before launching a manned flight.


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Media&TA turned out to be the first agency in Pune to release an ad on regional satellite

channel in the year 2000. In all these years it is a matter of honour and pride to shoulder the

responsibilities of brands like DSK, Sharangdhar Pharma, Licel, Nok 99 and many others.

About Media&TA

In a short span of time Media&TA has created a respectable position in the market as a

company offering services in electronic advertising under one roof.

With this positioning in the market, Media&TA has been successful in handling brands from

Tourism to Hospitality Consumer Products to Service Industry Medicines to Adventure Sports Real Estate to Educational Institutes

As an experienced player in this medium Media&TA has strong liaisons with all Regional,

National and International channels as well as FM Radio networks. While rendering our services

we have worked with luminaries such as Milind Gunaji, Mrunal Kulkarni, Sameer

Dharmadhikari, Kunal Ganjawalajust a few names from our repertoire

Services

Media&TA offers following services in an Electronic Medium

Production of Jingles, Radio Spots and TV Ad Films. Release of Ad Films on various Regional, National and International Channels as well as

Radio Stations globally.

Production of Corporate Films, Documentaries, Short Films. Consultancy in Media Planning. Post Advertising Research Services


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To cope up with the increasing need of this medium, Media&TA has tied up with leading

studios in Pune & Mumbai. To deliver the best we are constantly updating and upgrading our

knowledge and skills with the inputs from channels and various monitoring agencies.

Media &TA Client tele:

Media&TA enjoys good reputation in the market and is working with following corporate

houses.

D. S. Kulkarni Developers Ltd. DSK Motors Ltd. - DSK Toyota DSK Supinfocom Licel Nok 99 Sharangdhar Pharma. Pvt. Ltd. Phadnis Infrastructure Ltd. Indus Health Plus Pvt. Ltd. SAAM Marathi Channel Radisson Resort & Spa, Alibaug R. B. Chaphalkar Homes Pvt. Ltd. National Education Foundation Guardian Holidays Mission Apollo Pvt. Ltd. Krupa Hair Tonic NIBR College of Hotel Management


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Contact

Media&TA

1002/09,Rajendranagar,Opp.SohanSuperMarket,

NaviPeth,Pune.411030(India).

Hello:+919822095576

Telefax :+912024530077

Email :[email protected]

Website :www.mediaandta.com

The Working ofMedia&TA:
mailto:[email protected]:[email protected]:[email protected]://www.mediaandta.com/http://www.mediaandta.com/http://www.mediaandta.com/http://www.mediaandta.com/mailto:[email protected]


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3. Data analysis & Interpretation

(1) Which of the following real-estate advertisement do you recall from the electronic

media (T.V., Radio, Internet, etc.)?

Inference:

58% of the people recall DSK advertisement.


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Slogan Recognition:

(2)Gharala gharpan denari mansa...is a slogan of which company?

Inference:

98% of the people are familiar with the slogan of the advertisement and the company.


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Preference:

(3) Do you think,Gharala gharpan denari mansa...is a catchy jingle?

Inference:

The DSK advertisement is quite liked by the people.


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Television Coverage:

(4) Have you seen the DSK Groups advertisement on the Television?

Inference:

A majority of the people have seen the Television Advertisements of the DSK group.


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Media Coverage:

(5) How did you come to know about the DSK Group?

Inference:

Although all the media channels are popular, the radio advertisements of the DSK group are the

most popular ones.


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Public Opinion:

(6) Did you like DSK advertisements on the television and radio?

Inference:

The majority of the people interviewed have liked the DSK advertisement.


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4. Findings, Suggestion &Conclusion

Findings

DSK has the most effective real-estate advertisement from the electronic media. 58% of the people

recognize the brand immediately.

The sloganGharala gharpan denari mansa...is very popular and 98% people recognized andrecalled it as the DSK slogan.

84% of the people like the sloganGharala gharpan denarimansa.... Majority of the people have seen the DSK advertisement on the television. Majority of the people have liked the electronic media advertisements of the DSK Group very

much


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Suggestions

Following are the Suggestions for the advertising agency Media&TA with respect to their client, D.S.

Kulkarni Developers.

More emphasis can be given to Television advertisements with respect to Radio advertisements. New themes can be created for the advertisements (The current themes are Nature). Various promotional strategies such as participating in the exhibitions, contests, etc. can be

adopted.


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Conclusion

The advertisement recall study conducted shows that the advertisements of the D.S. Kulkarni Group are

successful and have made a positive impression in the minds of its audiences.

Advertising, as an effective medium, uses a variety of techniques to create effective

advertisements. A basic appeal is at the heart of advertising. Slogans and product characters are

created to catch the attention of the viewers. Most winning advertisements would encompass

factual information with emotional appeal. The advertising industry has three major sectors.


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Bibliography

Reference Books

1)Advertising Theory & PracticeChunawala, Kumar, Sethia,

2)Marketing ManagementPhili p Kotler

Websites

1.Google -

http: //www.google.com/webhp?sourceid=navcli ent& hl=en- GB& ie=UTF -8

2. Wikipedia

http://en.wikipedia.org/wiki/Main_Page


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Annexure

Names of the audiences interviewed for the purpose of data collection. This data was got from the

advertising agency which they had collected from a DSK stall in a property exhibition


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(1) Which of the following real-estate advertisement do you recall from the electronic

media (T.V., Radio, Internet, etc.)?

DSK

Kumar Builders

Aditya Group

Amrut Rumwal Group

(2)Gharala gharpan denari mansa... is a slogan of which company?

DSK

Kumar Builders

Aditya Group

Amrut Rumwal Group

(3) Do you think, Gharala gharpan denari mansa... is a catchy jingle?

Yes

No

Cant Say


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(4) Have you seen the DSK Groups advertisement on the Television?

Yes

No

(5) How did you come to know about the DSK Group?

Radio

Television

Newspaper

Hoardings

Billboards

(6) Did you like DSK advertisements on the television and radio?

Yes, very much

Not Bad

Not at all


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Anum Winter Project