Meaning of Advertising

Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. Commercial advertisers often seek to generate increased consumption of

their products or services through "branding," which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies.

Media and advertising Approaches

Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVRs). Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offers the unique ability to see the target audience where they are reached by the medium. Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets another successful use of digital signage is in hospitality locations such as restaurants and malls. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. Reasons for online display advertising: Display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, its used for direct response campaigns that link to a landing page with a clear call to action.

ADVERTISING STRATEGIES - MEANING

A statement prepared by the advertiser (often in association with an advertising agency) setting forth the competitive frame, target market and message argument to be used in an advertising campaign for a specific product or service.

In other words, A campaign developed by a business to encourage potential customers to purchase a good or service. An advertising strategy is generally tailored to a target audience perceived to be most likely out of the population to purchase the product. Advertising strategies include elements such as geographic location, perceived demographics of the audience, price points, special offers, and what advertising media, such as billboards, websites, or television, will be used to present the product. DEVELOPING THE STRATEGY Positioning Statement Formal advertising strategies are based on a "positioning statement," a technical term the meaning of which, simply, is what the company's product or service is, how it is differentiated from competing products and services, and by which means it will reach the customer.

 Target Consumer The target consumer is a complex combination of persons. First of all, it includes the person who ultimately buys the product. Next it includes those who, in certain circumstances, decide what product will be bought (but do not physically buy it). Finally, it includes those who influence product purchases (children, spouse, and friends). In practice the small business owner, being close to his or her customers, probably knows exactly how to advise the advertising agency on the target consumer.

Communication Media Once the product and its environment are understood and the target consumer has been specified, the routes of reaching the consumer must be assessedthe media of communication. Five major channels are available to the business owner:

PrintPrimarily newspapers (both weekly and daily) and magazines. AudioFM and AM radio. VideoPromotional videos, infomercials.

Implementation The advertising campaign itself is distinct from the strategy, but the strategy is meant to guide implementation. Therefore across-the-board consistency is highly desirable. Copy, artwork, images, musicindeed all aspects of the campaignshould reflect the strategy throughout. This is especially important when multiple channels are used: print, television, and direct mail, for instance. To achieve a maximum coherence, many effective advertisers develop a unifying thematic expressed as an image, a slogan, or a combination which is central to all the elements that ultimately reach the consumer.

HOW TO CREATE AN ADVERTISING STRATEGY

An advertising strategy should support the marketing plan, which in turn supports the company business plan. In the Real World you will rarely be handed a marketing or business plan. So you'll normally have to figure things out for yourself. 1. SWOT Analysis 2. Understand, or define, the brand ... as it is now, and what you want it to be, whether the same or something different. 3. Know how the company is positioned in the minds of consumers, and where you want it to be positioned. 4. Understand the Psycho-Dynamics of the market. 5. Know, or define, exactly what you want the advertising to accomplish. 6. Understand or define the marketing objective and strategy.

CREATIVE STRATEGIES IN ADVERTISING

In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion. These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. The strategies labeled weak, mid-strength, and strong are generic phrases used in the text books referenced below to help students understand the intensity of each different type of advertising strategy. Advertisements, weak, mid-strength, and strong can be found in television, radio, and magazines/print.

WEAK STRATEGY Generic and Pre-emptive strategies describe the two weakest forms of advertising. A generic strategy gives a product attribution A pre-emptive strategy is a form of advertising that makes a generic claim stronger

MIDDLE STRENGTH STRATEGY

Secondly,

are

the

mid-strength

strategies: unique

positioning

strategy, brand

image and positioning.

A unique positioning strategy is proving that something about your product is truly unique. This is commonly found when producers take an average product and add a new, unique element to it.

 Brand Image is another very common way companies choose to advertise. In brand image, an advertiser is not trying to create rational thinking. This type of advertising strives to create emotion and give a brand a personality.

STRONG STRATEGY The third and strongest form of creative strategy includes affective advertising and resonance advertising. Making people feel really good about a product is called affective advertising. This is difficult to do, but often humor and an honest character can make affective advertising possible.

Resonance advertising is a way of identifying with consumers. If an advertiser can create a campaign that certain target markets identify with, then resonance advertising has been achieved.

THINGS TO CONSIDER WHILE VIEWING AN ADVERISMENT

What is brand name of the product ? Who is the target audience ?

What are the visual images being used ? What catchy words or slogans being used ? What fears are being suggested ? What is the message to be conveyed through advertisement ?

ADVERTISING TECHNIQUES

Emotional Appeal This technique of advertising is done with help of two factors - needs of consumers and fear factor. Most common appeals under need are:

need for something new need for getting acceptance Most common appeals under fear are:

fear of accident fear of death

Promotional Advertising This technique involves giving away samples of the product for free to the consumers. The items are offered in the trade fairs, promotional events, and ad campaigns in order to gain the attention of the customers. Bandwagon Advertising This type of technique involves convincing the customers to join the group of people who have bought this product and be on the winning side. For e.g. recent Pantene shampoo ad which says 15crores women trusted Pantene, and you?

 Facts and Statistics Here, advertisers use numbers, proofs, and real examples to show how good their product works.

Unfinished Ads The advertisers here just play with words by saying that their product works better but dont answer how much more than the competitor. For e.g. Lays - no one can eat just one or Horlicks - more nutrition daily. The ads dont say who can eat more or how much more nutrition.

Weasel Words In this technique, the advertisers dont say that they are the best from the rest, but dont also deny. E.g. Sunsilk Hairfall Solution - reduces hairfall. The ad doesnt say stops hairfall.

Endorsements The advertisers use celebrities to advertise their products. The celebrities or star endorse the product by telling their own experiences with the product. Recently a diamond jewellery ad had superstar Amitabh Bacchan and his wife Jaya advertising the product. The ad showed how he impressed his wife by making a smart choice of buying this brand. Again, Sachin tendulkar, a cricket star, endorsed for a shoe brand.

Complementing the Customers Here, the advertisers used punch lines which complement the consumers who buy their products. E.g. Revlon says Because you are worth it.

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 Ideal Family and Ideal Kids The advertisers using this technique show that the families or kids using their product are a happy go lucky family. The ad always has a neat and well furnished home, well mannered kids and the family is a simple and sweet kind of family. E.g. a dettol soap ad shows everyone in the family using that soap and so is always protected from germs. They show a florescent color line covering whole body of each family member when compared to other people who dont use this soap.

Patriotic Advertisements These ads show how one can support their country while he uses their product or service. For e. g some products together formed a union and claimed in their ad that if you buy any one of these products, you are going to help a child to go to school. One more cellular company ad had a celebrity showing that if the customers use this companys sim card, then they can help control population of the country.

Questioning the Customers The advertisers using this technique ask questions to the consumers to get response for their products. E.g. Amway advertisement keeps on asking questions like who has so many farms completely organic in nature, who gives the strength to climb up the stairs at the age of 70, who makes the kids grow in a proper and nutritious ways, is there anyone who is listening to these entire questions. And then at last the answer comes - Amway : We are Listening.

Bribe This technique is used to bribe the customers with some thing extra if they buy the product using lines like buy one shirt and get one free, or be the member for the club for two years and get 20% off on all services.

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ADVANTAGES OF ADVERTISING
Gives Public notice

Information of specific details and latest products New innovative inventions Keeps us up to date

Revenue for Media

Without advertising we would not have cheap newspapers, free radio and television. Market demand would shrink, jobs disappear and prices of goods rise.

Public and Civic Promotions Safe sex AIDS Anti-smoking Drinking

DISADVANTAGES OF ADVERTISING
Persuades people to buy unnecessary products creating a consumerist consumptive society producing tons of waste material to be disposed of. Often promotes dangerous products Drugs, cigarettes Fast unhealthy foods

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ADVERTISING IN INDIA: History

The dawn of Indian Advertising marked its beginning when hawkers called out their wares right from the days when cities and markets first began. It was then that the signages, the trademarks, the press ads and the likes evolved. Concrete advertising history began with classified advertising. Ads started appearing for the first time in print in Hickeys Bengal Gazette which was Indias first newspaper. Studios mark the beginning of advertising created in India as opposed to being imported from England. Studios were set up for bold type, ornate fonts, fancier, larger ads. Newspaper studios trained the first generation of visualizes and illustrators Major advertisers during that time were retailers like Spencers, Army & Navy and Whiteaway and Laidlaw. Retailers catalogues that were used as marketing promotions provided early example. Patent medicines: The first brand as we know them today was a category of advertisers. Horlicks becomes the first malted milk to be patented in1883. B Dattaram and Co. claims to be the oldest existing Indian agency in Mumbai which was started in 1902. Later, Indian ad agencies were slowly established and they started entering foreign owned ad agencies. Ogilvy and Mater and Hindustan Thompson Associate agencies were formed in the early 1920s. In 1939, Levers advertising department launched Dalda the first major example of a brand and a marketing campaign specifically developed for India. In the 1950s, various advertising associations were set up to safeguard the interests of various advertisers in the industry. In 1967, the first commercial was aired on Vividh Bharati and later in 1978; the first television commercial was seen. Various companies now started advertising on television and sponsoring various shows including Humlog and Yeh Jo Hai Zindagi. In 1986, Mudra Communications created Indias first folk-history TV serial Buniyaad which was aired on Doordarshan; it became the first of the mega soaps in the country. Later in 1991, First India-targetted satellite channel, Zee TV started its broadcast. 1995 saw a great boom in media boom with the growth of cable and satellite and increase of titles in the print medium.

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INTRODUCTION TO THE AUTOMOBILE INDUSTRY

The Indian automotive industry has emerged as a 'sunrise sector' in the Indian economy. India is emerging as one of the world's fastest growing passenger car markets and second largest two wheeler manufacturer. It is also home for the largest motor cycle manufacturer and fifth largest commercial vehicle manufacturer. India is emerging as an export hub for sports utility vehicles (SUVs). The global automobile majors are looking to leverage India's cost-competitive manufacturing practices and are assessing opportunities to export SUVs to Europe, South Africa and Southeast Asia. India can emerge as a supply hub to feed the world demand for SUVs. India also has the largest base to export compact cars to Europe. Moreover, hybrid and electronic vehicles are new developments on the automobile canvas and India is one of the key markets for them. Global and Indian manufacturers are focusing their efforts to develop innovative products, technologies and supply chains.

COMPANIES IN AUTOMOBILE INDUSTRY 1.TOYOTA

2. MARUTI SUZUKI

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3. NISSAN

4. VOLKSWAGEN

5. HONDA

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6. SKODA

7. BMW

8. MERCEDES BENZ

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COMPANY PROFILE

Toyota Motor Corporation commonly known simply as Toyota and abbreviated as TMC is multinational automaker headquartered in Toyota City, Aichi, Japan. In 2010, Toyota Motor Corporation employed 317,734 people worldwide, and was the world's largest automobile manufacturer by production. The company was founded by Kiichiro create Toyoda in 1937 as Its a first spinoff from his were

father's company Toyota

Industries to

automobiles.

vehicles

the A1 passenger car and the G1 in 1935. Toyota Motor Co. was established as an independent company in 1937. In 1924 Sakichi Toyoda invented the Toyoda Model G Automatic Loom. The principle of Jidoka, which means that the machine stops itself when a problem occurs, became later a part of the Toyota Production System. Looms were built on a small production line. From September 1947, Toyota's small-sized vehicles were sold under the name Toyopet" The first vehicle sold under this name was the Toyopet SA but it also included vehicles such as the Toyopet SB light truck, Toyopet Stout light truck ,Toyopet Crown and the Toyopet Corona. However, when Toyota eventually entered the American market in 1957 with the Crown, the name was not well received due to connotations of toys and pets. The name was soon dropped for the American market but continued in other markets until the mid 1960s .In 1982, the Toyota Motor Company and Toyota Motor Sales merged into one company, the Toyota Motor Corporation. In 2008, Toyota's sales surpassed General Motors, making Toyota number one in the world.

TOYOTA KIRLOSKAR MOTOR PRIVATE LIMITED Toyota is making cars galore in Banglore. Toyota Motor Private Limited (TKM) was established in 1997 and is a joint venture between Toyota (89%) and Kirloskar Group (11%). TKM manufactures a line of Toyota vehicles, including the Camry, Prado, Corolla Altis, and Innova models, and sells its cars through a network of dealers in more than 60 cities throughout the country. TKM manufactured about 60000 vehicles in the year 2008 at its production facility near Banglore.

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TOYOTA VISION AND MISSION

Our vision Delight our customers through innovative products, by utilizing advanced technologies and services. Ensure growth to become a major player in the Indian auto industry and contribute to the Indian economy by involving all stakeholders. Become the most admired and respected company in India by following the Toyota Way. Be a core company in global Toyota operations.

Our mission Practice ethics and transparency in all our business operations. Touch the hearts of our customers by providing products and services of superior quality at a competitive price.

Cultivate a lean and flexible business model throughout the value chain by continuous improvement.

Create a challenging workplace which promotes a sense of pride, ownership, mutual trust and teamwork.

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WHAT IS RESEARCH?
It is the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested. It is an academic activity and a systematized effort to gain new knowledge. To study (something) thoroughly so as to present in a detailed and accurate manner is called a research.

IMPORTANCE OF RESEARCH
Discover more facts about unknown phenomena. Find answer to the problems by existing methods and information. Improve existing techniques and develop new instruments or products. Provide basis for decision making. To find answers to queries.

OBJECTIVES OF STUDY
To show advertisement enhances the market share of the particular product. To Study how advertisement helps in selecting a particular product among bunch of products.

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RESEARCH METHDOLOGY Procedures used in making systematic observations or otherwise obtaining data, evidence, or information as part of a research project. Research methodology is a way to systematic solve the Research Problem. It is a procedure, which is followed step by step to solve a particular research problem. For example management research may be strategically conceptualized along with operational planning methods and change management. Some important factors in research methodology include validity of research data, Ethics and the reliability of measures most of your work is finished by the time you finish from data. Formulating of research questions along with sampling weather probable or non probable is followed by measurement that includes surveys and scaling. This is followed by research design, which may be either experimental or quasi-experimental. The last two stages are data analysis and finally writing the research paper, which is organized carefully into graphs and tables so that only important relevant data is shown. RESEARCH DEGISN A Research design is concerned with turning a research question into a testing project. The best design depends on the research questions. Every design has its positive and negative sides. The research design has been considered a "blueprint" for research, dealing with at least four problems: what questions to study, what data are relevant, what data to collect, and how to analyze the results. Descriptive Research is the research method used because descriptive studies embrace a large proportion of market research. The purpose is to provide an accurate snapshot of some aspect of the market environment. Descriptive research is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. As opposed to exploratory research, descriptive research should define questions, people surveyed, and the method of analysis prior to beginning data collection. In other words Descriptive research is undertaken to provide answers to questions of who, what, where, when, and how but not why.

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Types of Research Design Exploratory Research: Exploratory research is a type of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist. Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through indepth interviews, focus groups, projective methods, case studies or pilot studies Descriptive research: Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. However, it does not answer questions about eg: how/when/why the characteristics occurred, which is done under analytic research. Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Thus, Descriptive research cannot be used to create a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Causal Research: It is the testing of a hypothesis on the cause and effect within a given market. Casual Research explores the effect of one thing on another and more specifically, the effect of one variable on another. The research is used to measure what impact a specific change will have on existing norms and allows market researchers to predict hypothetical scenarios upon which a company can base its business plan. For example, if a clothing company currently sells blue denim jeans, casual research can measure the impact of the company changing the product design to the color

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DATA COLLECTION
Data collection is any process of preparing and collecting data, for example, as part of a process improvement or similar project. The purpose of data collection is to obtain information to keep on record, to make decisions about important issues, or to pass information on to others. Data are primarily collected to provide information regarding a specific topic. Data collection usually takes place early on in an improvement project, and is often formalized through a data collection plan which often contains the following activity. Pre collection activity agree on goals, target data, definitions, methods Collection data collection Present Findings usually involves some form of sorting analysis and/or presentation.

Prior to any data collection, pre-collection activity is one of the most crucial steps in the process. It is often discovered too late that the value of their interview information is discounted as a consequence of poor sampling of both questions and informants and poor elicitation techniques. After pre-collection activity is fully completed, data collection in the field, whether by interviewing or other methods, can be carried out in a structured, systematic and scientific way. A formal data collection process is necessary as it ensures that data gathered are both defined and accurate and that subsequent decisions based on arguments embodied in the findings are valid. The process provides both a baseline from which to measure from and in certain cases a target on what to improve.

Other main types of collection include census, sample survey, and administrative by-product and each with their respective advantages and disadvantages. A census refers to data collection about everyone or everything in a group or Statistical population and has advantages, such as accuracy and detail and disadvantages, such as cost and time. A Sampling (statistics) is a data collection method that includes only part of the total population and has advantages, such as cost and time and disadvantages, such as accuracy and detail. Administrative by-product data are collected as a byproduct of an organization's day-to-day operations and has advantages, such as accuracy, time simplicity and disadvantages, such as no flexibility and lack of control.

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SOURCES OF DATA COLLECTION

Sources of Primary Data Experiments Experiments require an artificial or natural setting in which to perform logical study to collect data. Experiments are more suitable for medicine, psychological studies, nutrition and for other scientific studies. In experiments the experimenter has to keep control over the influence of any extraneous variable on the results. Survey Survey is most commonly used method in social sciences, management, marketing and psychology to some extent. Surveys can be conducted in different methods. Questionnaire is the most commonly used method in survey. Interview Interview is a face-to-face conversation with the respondent. In interview the main problem arises when the respondent deliberately hides information otherwise it is an in depth source of information. The interviewer can not only record the statements the interviewee speaks but he can observe the body language, expressions and other reactions to the questions too. Observations Observation can be done while letting the observing person know that he is being observed or without letting him know. Observations can also be made in natural settings as well as in artificially created environment.

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Sources of Secondary Data: Published Printed Sources There are varieties of published printed sources. Their credibility depends on many factors. For example, on the writer, publishing company and time and date when published. New sources are preferred and old sources should be avoided as new technology and researches bring new facts into light. Books Books are available today on any topic that you want to research. The use of books starts before even you have selected the topic. After selection of topics books provide insight on how much work has already been done on the same topic and you can prepare your literature review. Books are secondary source but most authentic one in secondary sources. Journals Journals and periodicals are becoming more important as far as data collection is concerned. The reason is that journals provide up-to-date information which at times books cannot and secondly, journals can give information on the very specific topic on which you are researching rather talking about more general topics. Magazines/Newspapers Magazines are also effective but not very reliable. Newspapers on the other hand are more reliable and in some cases the information can only be obtained from newspapers as in the case of some political studies. Government Records Government records are very important for marketing, management, humanities and social science research. Census data, health records, educational institutes records, public sector records.

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SAMPLING DESIGN
Simple Random Sampling

The simple random sample is the basic sampling method assumed in statistical methods and computations. To collect a simple random sample, each unit of the target population is assigned a number. A set of random numbers is then generated and the units having those numbers are included in the sample. For example, lets say you have a population of 1,000 people and you wish to choose a simple random sample of 50 people. First, each person is numbered 1 through 1,000. Then, you generate a list of 50 random numbers (typically with a computer program) and those individuals assigned those numbers are the ones you include in the sample.

SAMPLE SIZE

Sample size determination is the act of choosing the number of observations or replicates to include in a statistical sample. The sample size is an important feature of any empirical study in which the goal is to make inferences about a population from a sample.

SAMPLING TECHNIQUE
Random sampling Least biased of all sampling techniques, there is no subjectivity - each member of the total population has an equal chance of being selected. Can be obtained using random number tables.

Systematic sampling Samples are chosen in a systematic or regular way. They can be regularly numbered, for example every 10th house or person.

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Stratified sampling This method is used when the parent population or sampling frame is made up of sub-sets of known size. These sub-sets make up different proportions of the total, and therefore sampling should be stratified to ensure that results are proportional and representative of the whole.

QUESTIONNAIRE

A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. SAMPLE SIZE 50 People

SAMPLING TECHNIQUE - Random

METHODOLGY - Questionnaire AREA OF SURVEY Delhi

26

1. Does an advertisement urge to buy a new product?

INTERPRETATION

60% say yes 40% say no

27

2. Which media gets your attention?

INTERPRETATION

55% people get attention by television 25% people get attention by print media 5% people get attention by radio 15% people get attention by word of mouth

28

3. How does an advertisement affect

INTERPRETATION

15% advertisement make people recall about the product 25% advertisement make people desire to purchase after seeing an advertisement 20% advertisement create interest 40% advertisement creates a positive impression

29

4. Which aspect of advertisement is important?

INTERPRETATION 40% think punch line is important for an advertisement 15% think theme of the advertisement is important

5% think caption is important for an advertisement 25% think background of the advertisement is more important

15% think photography is important for an advertisement

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5. What does the famous personality in the advertisement make you think?

INTERPRETATION 60% people think product is of high quality 18% people think the product is expensive 12% people think the company is very big 10% people are not affected by celebrities in the advertisement

31

6. Whats the impression about Toyota?

INTERPRETATION 40% people think it is a big company 30% people have the impression that it provides good quality cars 25% people have the impression that it provides better service facility 5% people have the impression that the cars are very comfortable

32

7. What method of advertising do you think are the most effective for Toyota?

INTERPRETATION 10% thinks the most effective of advertising is to place hoardings 30% thinks the most effective way of advertising is newspaper 60% thinks the most effective way of advertising is television

33

8. Why you prefer Toyota cars

INTERPRETATION 75% prefer Toyota cars because of its comfort 10% prefer Toyota cars because of its price 15% prefer Toyota cars because of the service provided by the company

34

9. Qualities that best describes the Toyota

INTERPRETATION 30% people think the best quality of Toyota is comfort they provide 10% people think the best quality of Toyota is price they provide 15% people think the best quality of Toyota is service they provide 25% people think the best quality of Toyota is handling they provide 20% people think the best quality of Toyota is fuel efficiency they provide

35

10. What should be done to improve Toyota?

affordable spare parts service stations

INTERPRETATION 35% says Toyota should make products more affordable 45% says Toyota should provide spare parts at cheaper price 20% says Toyota should have more service station

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Findings of the study are as follows Advertisement urges the people to buy the product. 55% of people get attention about the product by media of television. 25% of people get attention about the product by media of print media. 25% of people are affected by the advertisement and desires to buy the product. Shopping trend is affected by the advertisement. People think that punch line is the most important aspect of the advertisement. 60% of people think that company provides high quality product while showing celebrity in an advertisement. 60% people think that the most effective for Toyota to advertise is using television media.

35% of people think that Toyota should provide cars at cheaper rate. 30% of people think that the best quality of Toyota is comfort they provide.

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CONCLUSION

The overall objective of the study was to find out how the customer perceives advertisement of Toyota and to find out which is the best media for advertisement to reach maximum population of potential customers. The study revealed the picture of customers perception and satisfaction which help Toyota to advertise and increase its sales and reach out maximum possible of potential customers.

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LIMITATIONS OF THE STUDY

Since the road to improvement is never ending, so this study also suffers from certain limitations. Some of them are as follows: Time Period : Time period as the time available was not sufficient for the study of the available data. Availability of Data: There was a lack of availability of data as the project depends upon the secondary sources. Cost: Cost involved for the collection of data through secondary sources is high. Accuracy of Data: As the data is collected from secondary sources therefore the accuracy of data is less. Inflexibility: Inflexibility of data is there. Biasness: The data collected involves biasness

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SUGGESTIONS AND RECOMMENDATIONS

As the advertisement urges the people to buy a new product therefore Toyota should also focus on advertisements Toyota should shift to media of television from media of print media for advertising its products As advertisement is a great source for marketing of a product, Toyota should advertise its vehicles on regular interval of time. The company should provide more information about its vehicles Toyota should make its advertisements more attractive by adding caption or slogan as it attracts customers.

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 Web Sources: http://en.wikipedia.org/wiki/Toyota http://www.toyotabharat.com

http://www.toyota-global.com

Newspapers Automobile magazines

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QUESTIONNAIRE

1. NAME:

2. AGE GROUP:

a) 18-25 yrs c) 35-50 yrs

b) 25-35 yrs d) 50 above

3. GENDER:

a) Male

b) Female

4. OCCUPATION:

a) Businessman c) Student

b) Service class d) Other

5. Which media gets your attention? a) Print ad. c) Television b) Radio d) Word of mouth

6. How does an advertisement affect you? a) Recall c) Interest b) Positive impression d) Desire to purchase

7. Does an advertisement urge to buy a new product? a) Yes b) No

8. Which aspect of TV advertisement is important to you? a) Punch line c) Theme e) Caption b) Background d) Photography

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9. Does the famous personality in the advertisement makes you thinks that? a) The product is of high quality b) It must be expensive c) The company must be big d) It doesnt affect you 10. Whats the impression about Toyota? a)Big Company b) Quality Cars c) Better Service Facility d) Comfortable

11. What method of advertising do you think are the most effective for Toyota? a) Hoardings b) Television c) Newspaper

12. Why you prefer Toyota cars? a) Comfort b) price c) service

13. Qualities that best describes the Toyota? a) Comfort b) Price c) Handling d) Service e) Fuel Efficiency

14. What should be done to improve Toyota? a) Make it affordable b) cheaper spare parts

c) Provide more service stations

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