By:

Submitted To:

• INTRODUCTION• INDUSTRY PROFILE• COMPANY PROFILE• RESEARCH METHODOLOGY

• DATA INTERPRETATION AND ANALYSIS

• FINDINGS• SUGGESTIONS• CONCLUSION

Advertisement in today’s era possesses a very unique and important place for every industry.

This project report is based on a newly emerging type of advertisement i.e. Outdoor Advertising, importance of outdoor advertising, preference of advertising media among various age groups, gender and occupations along with the level of exposure of these samples to various special media of outdoor advertising.

To conduct this research, 300 people of different age groups, occupation and gender were interviewed with the help of structured questionnaire from different areas of mega city Ahemdabad.

Evidences suggest that the Romans practiced advertising; but the earliest indication of its use in our country dates back to the Middle Ages, when the use of the surname indicated a man’s occupation.

The next stage in the evolution of advertising was the use of signs as a visual expression of the tradesman’s function and a means of locating the source of goods.

Kotler(1994)- According to a research concentrating on the advertisers viewpoint, Advertisement is an important tool which companies use to directly persuade buyers and public.

Krugman( 1975)-One of the main obstacles is the low audience involvement . In most forms of communication, the audience least make some effort to pay attention or appear to be doing so

Aaker and Mayers(1975)-As known for decades, advertisement is one of the main strategies in marketing either a product or service. It can be defined as “An Advert that does not create a buying response, or at least produce a desire to want to know more is not an advert”.

Archaeologists have found evidence of advertising dating back to the 3000s BC, among the Babylonians. One of the first known methods of advertising was the outdoor display.

Recently, advertising has entered a new era of low-budget subversion. More creative formats like ‘guerrilla marketing’ (hard-hitting campaigns based on human psychology) and ‘viral advertising’

Print Advertising – Newspapers, Magazines, Brochures, and Fliers 

Outdoor Advertising – Billboards, Kiosks, Road shows and Events

Web InternetElectronic medium- TelevisionsRadio

Any advertising done outdoors that publicizes your business's products and services. Outdoor advertising includes various types of promotional displays, from highway billboards to transit posters and arena placement, all geared towards communicating a message to the public.

1. Modern urban lifestyles 2. Technological advancements 3. Boom in the real estate and infrastructure

a) Malls b) Buildings c) Flyovers d) Toll roads e) Metro trains

4. Rise in consumerism a) Consumer awareness b) Purchase options c) Buying power

5. Growth in rural markets 6. Saturation of other media

BILLBOARDSFRONT LIT:

 

BACK LIT

 

BUS STOPS METRO STATIONS

KIOSK WALL PAINTINGS

LOLLYPOPS ROTATING DISPLAY UNIT

WALL WRAP RIDER(ROAD SHOW)

MOBILE VAN AUTO PANEL

SCROLLERSMALL/THEATRE ADVERTISING

WEB ADVERTISING BANNERS/LEAFLETS

Macro Communication in Narayanpura Chitra Publicity Co PVT LTD in

Navrangpura Mudra Communications PVT LTD in Ellis

bridge One Advertising & Communication

Services PVT LTD in Sarkhej Gandhinagar Highway

Selvel Publicity & Consultants PVT LTD in Paldi

Moving Line Inc in Memnagar DNA India in Bopal

Macro Communication is established in 2006.

An innovator and trend setter. Also deals with diversified businesses

related to internet i.e. Online shops and Online Marketing activities.

Macro has number of esteem clients in his portfolio.

The firm has had an extremely successful track record.

Publicity  Media Planning  Media buying Managing media budgets. Develop tactics that support communications, marketing,

advertising and media objectives. Management of the billing process to ensure

payables/receivables is handled in appropriate timeframe. Quality control of ads to ensure colour registration, size,

etc. is accurate. Negotiate compensation from media suppliers when there

are problems. Based on client accounting practices, Macro

communication will supply organized third party documentation.

To study about Outdoor Advertising. To study different Medias and methods

used in Outdoor Advertising. To study recent Special Medias in

Outdoor Advertising. To study place of Outdoors in the

Advertising Industry. To study public view and preferences

regarding Outdoor Advertising.

Scope of the study:The study is limited to the mega city-

Ahmedabad.Study covers the emerging trend of

advertising-specifically outdoor advertising.

Sampling Plan:Sample Size - 300 Sampling Procedure - Convenient SamplingResearch instrument - Questionnaire,

Personal Interview & Observation Method

Primary Data

Structured questionnaire was prepared, which was circulated over 300 persons.

Questions were regarding the different kind of media affecting their choices and their notice about various outdoor Medias

Secondary Data:

Secondary data  is collected  from various  Magazines  on  Outdoor Advertising, Textbooks and Internet.

Research is limited to Ahmedabad only.

The analysis and findings generated in this region were assumed to be same in the other regions.

The sample size is limited to 300 respondents due to time constraint.

Respondent may be bias in some questions of questionnaire.

Data interpretation is done with the use of various charts like Pie Charts Bar Charts and statistical tool like Chi square.

Ho=”There is no significant difference in preferences among different age groups.”

H1=”There is significant difference in preferences among different age groups.”

OCCUPATION GENDER

Age Group

Age

Media

PrintOut

DoorElectronic Web/Internet Radio Total

>18 6 5 14 5 6 36

18-

4010 40 52 9 7 118

40-

6510 12 32 6 6 66

65&

abov

e

13 8 43 5 11 80

Total 39 66 141 25 30 300

Table value=9.488Calculated chi square=25.78Therefore Ho, =”There is no

significant difference in preferences among different age groups.” is to be rejected.

Thus, there is a significant difference in preferences among different age group.

Media

Rank

1 2 3 4 5 Total

Lollypop 36 111 42 57 54 2.94

Road show 21 30 57 111 87 3.77

Wall wrap 87 105 33 51 24 2.40

Web adv. 30 51 111 60 48 3.15

Scrollers 51 112 47 51 39 2.72

Rotating Display

21 36 52 113 78 3.63

Seminar/Exhibition

42 57 30 154 67 3.99

Banners/Leaflets

36 48 57 111 48 3.29

Mall/Theater bldg.

48 24 57 105 54 3.29

Auto rickshaw

87 75 48 54 42 2.67

10 32.03

  Total/No. of elements = 32.03/10 = 3.20

Therefore, with the help of above calculation, we can say that most of the people have neutral opinion about special media as the figure lies between 3-4 and 3.20 is more toward neutral, thus we found the result as stated above.

The most preferred media for advertisement that catches attention of all is Electronic Media i.e. Television Commercials etc.

Based on the difference in occupation, preferences towards advertisement have significant difference.

Also, different age groups prefer different media is being proved in the study with the help of Chi square.

It is found that difference of gender do not have a significant difference in preference towards advertising media.

Outdoor media is second most preferred or attention catching media for advertisement.

Hoardings, bus shelter and bus panel are the most common conventional media noticed by the population.

It is found that most of the special media/non conventional media of outdoor advertisement are being noticed by common public .

With the help of likert scale calculation, we have found out that people are neutral for liking towards special media.

Special media, to the majority of the population creates interest in the product and also makes them recall the product.

Though special media creates interest among people but it does not lead to change in buying decision.

Most of the people share occasionally any new innovative outdoor media to their friends and family experienced by them.

Findings based on our observation are:

All the companies keeps 2%-5% of the total Advertising budget for Outdoor Advertisement.

It has observed that teen agers are more attracted towards moving objects.

Outdoor Advertisement, though unconsciously, builds a place in minds of consumers.

Outdoor advertising is still not most preferred medium because of the inadequate information about the product that is presented in ads.

With the help of the study we have seen there is difference in preference of advertising media as per the age and occupation product promotion budget should be decided keeping this this difference in mind.

More technological advancement may help outdoor media to make its place more effective.

Advertisement has become increasingly vital to the success of product in modern world.

Every form of advertisement plays an important

role for attracting the consumers.

Outdoor advertising is the emerging field in advertisement.

We worked on preference of consumer regarding advertising media, effectiveness and place of outdoor advertising etc.

websites http://macrocommunication.com/ http://macrocommunication.com/About_Macro_Communication.html http://www.designhistory.org/advertising_fall_08.html http://www.josephreaney.com/2011/01/06/a-very-brief-history-of-

advertising/ http://grumpystumpy.com/Articles/history_adverts.html http://mediaknowall.com/gcse/advertising/advertising.php?

pageID=history http://adcreative.wordpress.com/2008/11/06/a-brief-history-of-

advertising/ http://www.businessmantra.net/brief-history-of-advertising.html http://www.businessteacher.org.uk/free-marketing-essays/marketing-

dissertation-literature-review/ http://www.sourcenutra.ca/rc_marketing_lit.htm http://www.brandchannel.com/images/papers/

257_a_brand_building_literature_review.pdf http://communicationandadvertising.blogspot.com/2007/04/literature-

review.html http://www.businessdictionary.com/definition/outdoor-advertising.html

Book reference

Kotler Philip,(2000), Marketing Management, The millennium edition, Printice hall, India.

Gupta S.L (2005), Advertising and Sales Promotion Management, Excel Books, New Delhi.