A STUDY ON

TYPES OF MEDIA FOR ADVERTISING

With reference to

KARTHIK AGENCIES

A Project Report Submitted in Partial Fulfillment of the Requirement

For the Award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

K NAGA PRAVALLIKA

(HT. NO.150928300021)

Under the esteemed guidance of

Mr.KISHORE BABU
M.Sc., B.Ed., M.B.A., (Ph. D)
Associate Professor Department of Management Studies

SAMHITHA DEGREE COLLEGE, RAJAHMUNDRY

2015-18

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 CERTIFICATE
This is to certify that the project work entitled A study on TYPES OF
MEDIA FOR ADVERTISING with reference to KAETHIK AGENCIES (SALES
& SERVICE DEALERS) submitted to ADIKAVI NANNAYA UNIVERSITY,
RAJAHMUNDRY in partial fulfilment of the requirement for the award of
the Degree of BACHELOR OF BUSINESS ADMINISTRATION carried out
By MS. K. NAGA PRAVALLIKA, Reg.No: 150928300021, is a work done
under my guidance and supervision.

Signature of project Guide Signature of H.O.D.

M.CH.KISHORE BABU

11
 DECLARATION

I hereby declare that the project entitled A Study on TYPES OF

MEDIA FOR ADVERTISING with reference to KAETHIK AGENCIES (SALES
& SERVICE DEALERS) is submitted to the Department of Management
studies, SAMHITHA DEGREE COLLEGE, RAJAHMUNDRYis a work done
by me in partial fulfilment for the award of degree of the BACHELOR
OF BUSINESS ADMINISTRATION.

I also declare that this project is the result of my own effort and is
not submitted to any other university University/institution, either
in whole or in part. I, further declare that, I am alone responsible
for omission and commissions, if any.

Place:

Date:

(MS. K. N. PRAVALLIKA)

(HT. NO.:150928300021)

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 ACKNOWLEDGEMENTS
I feel it is my duty and honor to acknowledge all those who have extended
their guidance and warm support in completing my project work.

It is my great privilege to thank Smt. Jakampudi RajaGaru, Director,

Samhitha Degree College for her continuous support and encouragement in my
endeavor.

It is my special thank to Mr.T.Rama KrishnaGaru, Principal, Samhitha

Degree College for supporting & encouraging to doing my project work.

I profoundly to thank Mr. Kishore Babu, Associate Professor, Samhitha

Degree College under whose guidance made me a thorough and complete of my
Project Work.

Finally, I thank all the teaching and non-teaching staff members who
extended their cordial and valuables.

(MS. K. N. PRAVALLIKA)

(HT. NO.:150928300021)

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 CONTENTS

TOPIC Pg .No
1. Company Profile----------------------------------------------------------------------------------- 9
2. Introduction to Media sector-------------------------------------------------------------------- 12
2.1. Cable TV industry overview------------------------------------------------------------------- 13
2.2. Impact on Television Industry----------------------------------------------------------------- 17
3. Organization structure of HY TV-------------------------------------------------------------- 18
4. Advertising---------------------------------------------------------------------------------------- 19
4.1 Introduction to Advertising--------------------------------------------------------------------- 19
4.2 Objectives of Advertising----------------------------------------------------------------------- 19
4.3 Functions of Advertising------------------------------------------------------------------------ 20
4.4 Advertising versus Publicity-------------------------------------------------------------------- 21
4.5 Marketing of an Advertisement---------------------------------------------------------------- 21
4.6 Key participants in Marketing process-------------------------------------------------------- 21
5. Consumer Behavior Study----------------------------------------------------------------------- 23
5.1 Factors influencing consumer behavior------------------------------------------------------ 24
5.2 Flow chart of Brand Building on TV channel----------------------------------------------- 27
6. The Advertising Business------------------------------------------------------------------------- 29
6.1Agency and Client relationship----------------------------------------------------------------- 29
6.2Role of Ad Agency in Advertising------------------------------------------------------------- 29
6.3Organizations in Advertising-------------------------------------------------------------------- 30
6.4People in Advertising----------------------------------------------------------------------------- 30
6.5Kinds of Agency Organizations----------------------------------------------------------------- 31
6.6Advertising Departments------------------------------------------------------------------------- 32
6.7Selection of an Advertising Agency------------------------------------------------------------- 36
6.8Types of Advertising Agencies------------------------------------------------------------------ 36
6.9How Ad agencies get clients-------------------------------------------------------------------- 40
6.10 Client-Agency relationship-------------------------------------------------------------------- 40
6.11Factors affecting Client-Agency relationship----------------------------------------------- 41
6.12Basic principles of Client-Agency relationship--------------------------------------------- 41
6.13Departments in Ad agency--------------------------------------------------------------------- 42
7. Communication Process--------------------------------------------------------------------------- 42
7.1Components of Communication Process------------------------------------------------------- 43
8. Media Planning-------------------------------------------------------------------------------------- 45
8.1 Introduction about Media Planning-------------------------------------- 45

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8.2Media terms------------------------------------------------------------------ 46
8.3Objectives of Media Planning--------------------------------------------- 47
8.4Media planning Strategy--------------------------------------------------- 48
8.5Steps for Effective Media planning-------------------------------------- 49
8.6Media planning process---------------------------------------------------- 52
8.7Media Cost and Media Availability-------------------------------------- 53
8.8Media Scheduling----------------------------------------------------------- 54
9. Government policies in Media sector------------------------------------- 55
10. Media Buying--------------------------------------------------------------- 58
10.1Advertising rate card in HY TV----------------------------------------- 59
11. Research Methodology---------------------------------------------------- 61
11.1Research Methods--------------------------------------------------------- 62
11.2Research Design----------------------------------------------------------- 62
11.3Types of Research design------------------------------------------------ 62
11.4Sampling Techniques----------------------------------------------------- 63
11.5Need for Sampling-------------------------------------------------------- 64
11.6Data collection Method-------------------------------------------------- 66
11.7Selection of Method for Data collection------------------------------ 68
11.8Questionaire--------------------------------------------------------------- 69
11.8.1Questionaire for Ad agency------------------------------------------- 72
11.8.2Questionaire for Clients----------------------------------------------- 74
11.8.3Questionaire for Audience-------------------------------------------- 78
11.9Analysis and Interpretation--------------------------------------------- 79
12.Suggestions---------------------------------------------------------------- 90
Conclusion----------------------------------------------------------------- 91
Bibliography--------------------------------------------------------------- 92

DIAGRAMS

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 1. Cable TV Industry Structure------------------------------------------- 15
2. Market shares------------------------------------------------------------- 15
3. Flow chart on Brand building on TV channels-------------------- 27
4. Channel rating Diagram------------------------------------------------ 50
5. Flexibility of Media Channel------------------------------------------ 52
6. Sales of electronic media in last five years------------------------ 56

TABLES

1. Cable industry Financials----------------------------------------------- 16

2. FDI limit in various sectors--------------------------------------------- 56
3. Future prospects of Media sector------------------------------------- 57

OBJECTIVE:

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 To study the relationship among media planning, media buying and Advertising a specific
product in electronic media.
To study how a company can get competitive advantage of the product through
advertising in electronic media.
To understand contemporary media planning issues through discussion of current
events/trends
To gain conceptual knowledge of media forms/types
To understand how advertising is integrated with other promotional tools to create
effective marketing communication plans.
To be familiar with resources available for advertising types of media
To apply your skills and knowledge through developing a complete advertising types of
media

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 INTRODUCTION

A wise man once said, "The person who saves money by not advertising is like the man
who stops the clock to save time." In today's fast-paced, high-tech age, businesses must use some
form of advertising to make prospects aware of their products and services.

Even a famous company like Coca-Cola continually spends money on advertising to

support recognition of their products. In 1993, Coca-Cola spent more than $150 million to keep
its name in the forefront of the public's eye. So the question isn't whether or not you can afford to
advertise, you simply must if you want your business to succeed.

Some questions you should consider before buying ads are:

1. What media is the best to use?

2. How important is creativity?

3. Is there a way to buy space and time that will stretch my advertising budget?

When it comes to advertising, a lot of people really don't know what they want, where to get it or
what to do with it after they have it. This publication will help you learn to determine what type
of advertising media is best for you. It also provides guidelines you can use to obtain the
advertising exposure you need and win help you identify ways to make your advertising more
cost efficient.

Advertising is an investment in your business' future. And, like any investment, it's important to
find out as much as you can before you make a decision. You'll be able to use this publication
often as a reliable reference toot in the months and years to come.

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NEWSPAPER ADVERTISING
Every advertising medium has characteristics that give it natural advantages and limitations. As
you look through your newspaper(s), you'll notice some businesses that advertise regularly.
Observe who they are and how they advertise their products and services. More than likely, their
advertising investment is working if it's selling!

Almost every home in the United States receives a newspaper, either by newsstand or home
delivery. Reading the newspaper is a habit for most families. And, there is something for
everybody -- sports, comics, crosswords, news, classifieds, etc. You can reach certain types of
people by placing your ad in different sections of the paper. People expect advertising in the
newspaper. In fact, many people buy the paper just to read the ads from the supermarket, movies
or department stores.

Unlike advertising on TV and radio, advertising in the newspaper can be examined at your
leisure. A newspaper ad can contain details, such as prices and telephone numbers or coupons.

There are many advantages to advertising in the newspaper. From the advertiser's point-of-view,
newspaper advertising can be convenient because production changes can be made quickly, if
necessary, and you can often insert a new advertisement on short notice. Another advantage is
the large variety of ad sizes newspaper advertising offers. Even though you may not have a lot of
money in your budget, you can still place a series of small ads, without making a sacrifice.

Some Disadvantages with Newspaper Advertising

Advertising in the newspaper offers many advantages, but it is not without its inherent
disadvantages, such as:

1. Newspapers usually are read once and stay in the house for just a day.

2. The print quality of newspapers isn't always the best, especially for photographs. So
use simple artwork and line drawings for best results.

3. The page size of a newspaper is fairly large and small ads can look minuscule.

4. Your ad must compete with other ads for the reader's attention.

5. You're not assured that every person who gets the newspaper will read your ad. They
may not read the section you advertised in, or they may simply have skipped the page
because they were not interested in e news on it.

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How Should I Work with my Newspaper Representative?
Every newspaper has its own sales staff, and you're normally given a personal newspaper "sales
representative." A newspaper sales rep can be very helpful. He or she can keep you posted on
special sections or promotions that may apply to your business, but always keep in mind it is the
sales rep's job to sell you advertising.

Your sales rep might say that the newspaper can lay out any of your ads, pre-prepared or not. But
these ads are assembly line products and are not often very creative or eye-catching. Consider
using an artist or agency for your ads.

In addition, your sales rep can sometimes be instrumental in making sure your story or
upcoming announcement "finds" the right reporter because the relationship between the
advertising and editorial staff is chummier than most people think, despite claims of total
independence.

Buying Newspaper Advertising Space

Since the Expanded Standard Advertising Unit System was adopted back in 1984, it is now
easier to buy advertising space in newspapers. Advertising is sold by column and inch, instead of
just line rates. You can determine the size ad you want just by looking in the newspaper in which
you want to advertise. If you can't locate an ad that's the size you want, just measure the columns
across and the inches down. For example, an ad that measures 3 columns across and 7 inches
down would be a 21-inch ad. If the inch rate is $45.67, your ad will cost $959.07. In case your
newspaper is still on the line rate system, remember there are 14 lines to an inch. So, if the line
rate is $3.75, multiply it by 14 and you will have the cost of an inch rate. (The rate would be
$45.50 an inch.)

Here are some other things to remember:

1. Newspaper circulation drops on Saturdays and increases on Sundays, which is also the
day a newspaper is read most thoroughly.

2. Position is important, so specify in what section you want your ad to appear.

Sometimes there's a surcharge for exact position ... but don't be afraid to pay for it if you
need it.

3. Request an outside position for ads that have coupons. That makes them easier to cut
out.

4. If a newspaper is delivered twice daily (morning/evening),it often offers

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"combination" rates or discounts for advertising in both papers. You usually can reach more
readers, so this kind of advertising may be something to consider.

Other important tips to remember are:

! Before you advertise, have in mind a definite plan for what it is you want to sell.

! Create short, descriptive copy for your ad. Include prices if applicable. Consider using
a copywriter or ask your newspaper for free copy assistance.

! Face your products toward the inside of the ad. If the product you want to use faces
right, change your copy layout to the left.

! Be sure to include your company name and logo, address and telephone number in the
ad.

! Neat, uncluttered and orderly ads encourage readership. Don't try to crowd everything
you can in the layout. If the newspaper helps you with the layout, be sure to request a
proof of the final version so you can approve it or make changes before it is printed.

! Always make sure you are satisfied with what your advertising says and how it looks
before it goes to print.

MAGAZINE ADVERTISING

Many of the same "print" principles which apply to newspaper advertising also
apply to magazine advertising. The biggest differences are:
! Magazines are usually weekly or monthly publications instead of daily.

! Advertising messages are more image-oriented and less price-oriented.

! The quality of the pictures and paper are superior to newsprint.

! Advertisements involve color more often.

The general rule that you can run the same ad 3-5 times within a campaign period before its
appeal lessens applies to magazine advertising as well, even with a monthly publication. So it
makes sense to spend extra time and money to prepare a worthwhile ad that can be successfully
repeated.

Over long terms such as these, however, be aware that the client (you) often tires of the ad before
the audience does.

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Because ads in magazines are not immediate, they take more planning. Often, an ad for a
monthly magazine must be prepared at least a month in advance of publication, so ads detailing
prices and items must be carefully crafted to ensure accuracy.

Since the quality of the magazines are superior, the advertising that you generate must be
superior as well. Negatives are usually required instead of prints or "PMTs" (photo-mechanical
transfers). Consider obtaining assistance from a graphic artist or an advertising agency.

There are two categories of magazines: trade magazines and consumer magazines. Trade
magazines are publications that go to certain types of businesses, services and industries.
Consumer magazines are generally the kind you find on the average newsstand. Investigate
which type would do your business the most good.

An agency can also purchase the magazine space for you, often at no charge, because the
magazine pays the agency a commission directly. If you wish to purchase the advertising
yourself, contact the magazine directly and ask for an "Ad Kit" or "Media Package." They will
send you a folder that includes demographic information, reach information, a current rate card
and a sample of the publication.

Although most magazines are national in nature, many have regional advertising sections that
allow your business to look like it purchased a national ad when it only went to a certain
geographical area. This can be especially useful if your product or service is regional in nature as
well and could not benefit from the magazine's complete readership. Each magazine does this
differently, so contact the one(s) you are interested in and ask them about their geographic
editions. Some sophisticated magazines even have demographic editions available, which might
also be advantageous.

RADIO ADVERTISING
Since its inception, radio has become an integral part of American culture. In some way, it
touches the lives of almost everyone, every day. Radio, as a medium, offers a form of
entertainment that attracts listeners while they are working, traveling, relaxing or doing almost
anything. A farmer, for example, may listen to the radio while he is having breakfast or plowing
his field. People driving to work often listen to the radio. Radio offers information such as: news,
weather reports, traffic conditions, advertising and music for your listening pleasure.

What Are Some of the Good Things About Radio?

Radio is a relatively inexpensive way of reaching people. It has often been called the "theater of
the mind" because voices or sounds can be used to create moods or images that, if crested by
visual effects, would be impossible to afford.

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You can also negotiate rates for your commercials, or even barter. Stations are often looking for
prizes they can give away to listeners, so it's possible to get full commercial credit for the
product or service you offer.

Advantages to radio advertising include:

! The ability to easily change and update scripts are paramount to radio broadcasting,
since news stories can and often do happen live.

! Radio is a personal advertising medium. Station personalities have a good rapport with
their listeners. If a radio personality announces your commercial, it's almost an implied
endorsement.

! Radio is also a way to support your printed advertising. You can say in your
commercial, "See our ad in the Sunday Times," which makes your message twice as
effective.

What Are Some Limitations to Radio Advertising?

Radio advertising is not without its disadvantages too, such as:

! You can't review a radio commercial. Once it plays, it's gone. If you didn't catch all the
message, you can't go back and hear it again.

! Since there are a lot of radio stations, the total listening audience for any one station is
just one piece of a much larger whole. That's why it's important to know what stations
your customers and prospects probably listen to. Moreover, most of the time, you'll need
to buy time on several radio stations to reach the market you seek.

! People don't listen to the radio all the time ... only during certain times of day. So, it's
important to know when your customers or prospects are listening. For example, if you
want to reach a large portion of your audience by advertising during the morning farm
report, you must specify that time period to the radio station when you buy the time.

One of the most popular times to reach people is during "drive time" (from 6 a.m. to 10 a.m. and
3 p.m. to 7 p.m.). It's called that because most people are going to or from work during this
period, and because most people listen to their radio when they drive. Unfortunately, radio
stations know that this is a favorite time to advertise, so commercial costs are much higher
during this time.

! Radio as a broadcasting medium, can effectively sell an image ... or one or two ideas at
the most. It is not, however, a detailed medium ... and is a poor place for prices and
telephone numbers.
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 ! Radio listeners increase in the spring and summer, contrary to television audiences
which increase in the fall and winter and decrease in the summer. This is ail important
aspect to consider when you are choosing advertising media.

ADVERTISING
As we know that advertising plays an important role in Marketing especially in electronic media.
All the TV channels will generate revenues through Advertisements. So getting an advertisement
is a big deal in any of the TV channels. As per our project HY TV is an INFOTAINMENT
channel which has been launched recently. At present they dont have subscription to TAM. Most
of the Ad. Agencies go for TAM rating in selection of Communication Media. So let us see how
an advertising agency works, how an advertisement works and how to attract the Ad. Agencies.
INTRODUCTION:
Advertising is an effective method of reaching people with product information. Advertising is
controlled, identifiable information and persuasion by means of Mass communication media. It
is considered controlled information because it has use the Time, Space and content of the
message effectively and economically. It is controlled because it is directed at a particular group.

OBJECTIVES:
The basic objective of the advertising is to increase the sales volume and profits.
1) To facilitate launching a new product or service or a new brand into the Market.
2) To create the awareness about the product or service.
3) To build up a goodwill.
4) To enter into new market segment for Market development.

FUNCTIONS OF ADVERTISING:
Advertising serves every sector of the business Society -Consumer, producer and middlemen
(Agency and sales men).The various functions of the Advertising may be grouped into two
classes - (1) Primary functions, and (2) Secondary functions.
(1) PRIMARY FUNCTIONS:
a) To increase sales
b) Persuasion of dealers
c) Help to dealers.
d) To increase in per capita use

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 e) Creates awareness of new product
f) To eliminate seasonal fluctuations
g) More business for all
h) Raising of standard of living
(2) SECONDARY FUNCTIONS:
a. To encourage salesmen
b. To furnish Information
c. To impress executives
d. To impress factory workers
e. Feeling of security

ADVERTISING VERSUS PUBLICITY:

Advertising and publicity are both marketing communications and both may appear in same
media; but where advertising is paid for by its sponsor, publicity is not.

MARKETING OF AN ADVERTISEMENT:
After making the advertisement Marketing of the advertisement comes into picture.
Advertisement will be designed depending on four Ps.
1. Product
2. Place
3. Promotion
4. Price

KEY PARTICIPANTS IN THE MARKETING PROCESS:

Peoples needs and wants change daily, and marketers should know about the customers
expectations and needs. This makes the marketing process very dynamic. The various
participants in marketing process are as follows,

(1) CUSTOMERS:
Customers are the people or organizations who consume the products and services. They
fall into three general categories:
a) Current customers
b) Prospective customers
c) Centers of influence
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(2) MARKETS:
It is a group of current and prospective customers who share a common interest, need, or
desire, who can use the specific product or service, and who are willing to pay for it.
These markets are broadly classified into four types
a) Consumer markets
b) Business markets
c) Government markets
d) Global markets

(3) MARKETERS:
The third participation in the marketing process, marketers, includes every person or
organization that has products, services, or ideas to sell manufactures market consumer
and business products. Farmers market wheat; doctors market medical services; banks
market financial products; and political organizations market philosophies and
candidates. To be successful, marketers must know their markets intimately before they
start advertising.

Consumers
Decisions
Marketing Other CONSUMER
Stimuli Stimuli BEHAVIOUR Product choice :

Product Economic Brand choice

Price Technological Dealer choice

Place Political 11 Purchasing timing

Promotion Cultural Purchasing amount.

 Consumer
Characteristics

Cultural Problem recognition

Social Information search

Personal Decision Evaluation

Psychological Post purchase Behavior

Model of Factors Influencing Consumer Behavior:

Cultural factors

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 Social factors

Personal factors
Reference groups
Cultural
Age & Life cycle

Psychological
Occupation factors
Family

Economic Motivation
Sub-cultural
Circumstances Perception
Learning
Life style Beliefs and Buyer
Roles & Status
personality & Self Attitudes

Social class concept

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Cultural factors

Culture:
Culture is the most fundamental determinant of a persons wants and behavior like set of
values, perceptions, preference and behaviors through his or her family member.

Sub culture:
Sub culture includes nationalities, religious, racial groups and geographical regions.

Social class:
Social classes are relatively homogenous and enduring decisions in a society which are
hierarchically ordered and whose members share similar values, interests and behavior. Social
classes include upper class, middle class and lower class.

Social factors
Reference groups:
A persons reference group consists of all the groups that have a direct (face to face) or
indirect influence on the persons attitude or behavior.This groups to which the person belongs
and interacts.

Personal factors
A consumer decisions are also influenced by personal characteristics notably the buyers age &
life cycle stage, occupation, economic, circumstance, life style & personality and self concept.

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Psychological factors
Motivation:
A person has many needs at any given time. Some needs are biogenic. They arise from
psychological states of tension such as hunger, tryst and discomfort.

Perception:
Perception is defined as the process by which an individual select, organizes intercepts
information, input to create a meaningful picture of the world.

Learning:
When people act, they learn. Learning describes changes in an individuals behavior rising from
experience, process of applying results of fast experience to evaluate a new situation or modify feature.

Beliefs and attitudes:

Doing and learning people acquire beliefs and attitudes. These in term influence consumer
behavior belief are a descriptive thought that a person holds about something. An attitude describes
persons enduring favorable or unfavorable evaluations, emotional feelings.

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FLOW CHART:
BRAND BUILDING ON TV CHANNEL/HOW IT WORKS:

ADVERTISER

Is the client /manufacturer who owns the

product or brand

Main Aspects:

Product ,Quality,Range,Praising

Distribution,Sales and Marketing Strategies.

Creativity of the Advertisement:

Either done by own production house or by an Media agency

Media agency is a bridge between Advertiser, TV channel and

media agency company

In media agency key account Manager Deals with client or Advertiser

discuss about his ad film, campaign period and Budget.

Media Planner:

He takes care of media channels list, programs, films, period of

campaign, target audience.

Media Buyer:

He deals with rate factor, channels, TRP based programs and finalize
the deal then reports to key account manager.

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THE ADVERTISING BUSINESS

AGENCIES AND CLIENT RELATIONSHIP:

A modern advertising agency offers specialized knowledge, skills and experience which
are required to product an effective advertising campaign. It has writers, Artists, Media experts,
Researchers, Television producers, account executives, etc.These specialists work together to
understand fully the advertisers requirements of an advertisement campaign, and develop
suitable advertising plans and strategies. By creating advertisements and delivering them through
appropriate media, the agencies implement advertising plans and strategies.

THE ROLE OF THE ADVERTISING AGENCY:

An Advertiser firm may organize the advertising campaign through its own advertising
department or may entrust the whole part of the advertising work to a body of experts known as
advertising agency. Thus advertising agency is an independent institution setup to render
specialized services in advertising in particular and in marketing in general. In legal sense they
are not agents, but are independent firms having their own organizations.

Thus an advertising agency is An organization whose business consists in the acquisition as a

principal, of the right to use space or time in advertising media and administration on behalf of
the advertisers of advertising appropriations made by them. It is organized to render advice
creative services for its clients. it does not sell any tangible product ,sells creative talents and its
past experience. Thus it is an organization specially created for rendering services in advertising.

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THE ORGANIZATIONS IN ADVERTISING:
The advertising business is composed of four different groups. The two main ones are the
advertisers and the agencies. The Advertisers (or clients) or the companies like Vodafone,
Honda etc. that advertise themselves and their products.

Advertisers range in size from huge multinational firms to small independent stores and in type
from service organizations to industrial concerns to political action committees. Assisting them
in the secondThe importance of the companys advertising department depends on the size of the
company, the type of the industry it operates in, the size of its advertising program, the role
advertising plays in the companys marketing mix, and most of all, the involvement of top
management.

When most people think of advertising, they imagine the copywriters and art directors who work
for ad agencies. But the majority of people in advertising are actually employed by the
advertisers. Most companies have an advertising department, if its just one person.
The last group, the suppliers includes the photographs, illustrators, printers, digital service
bureaus, colourfilm separators, video production houses, and other who assist both advertisers
and agencies in preparing advertising materials. Suppliers also include consultants, research
firms, and other professional services that work with both advertisers and agencies

group The advertising agencies that plan, create, and prepare their clients ad campaigns and
promotional materials.
The third group the Media, sells time (in electronic media) and space (in print media) to carry the
advertisers message to the target audience.

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Advertising department functions on the basis of sub-functions to discharge all the functions of
advertising effectively and smoothly.

CREATIVE MEDIA ADVERTISING RESEARCH

ADVERTISING MANAGER

LAYOUT COPY ART

group The advertising agencies that plan, create, and prepare their clients ad campaigns and
promotional materials.
The third group the Media, sells time (in electronic media) and space (in print media) to carry the
advertisers message to the target audience.
The last group, the suppliers includes the photographs, illustrators, printers, digital service bureaus,
colourfilm separators, video production houses, and other who assist both advertisers and agencies in
preparing advertising materials. Suppliers also include consultants, research firms, and other professional
services that work with both advertisers and agencies.

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PEOPLE IN ADVERTISING:

When most people think of advertising, they imagine the copywriters and art directors who work
for ad agencies. But the majority of people in advertising are actually employed by the advertisers. Most
companies have an advertising department, if its just one person.

The importance of the companys advertising department depends on the size of the company, the type of
the industry it operates in, the size of its advertising program, the role advertising plays in the companys
marketing mix, and most of all, the involvement of top management.

Many people are involved in companys advertising function:

a) Company owners and top corporate executives make key advertising decisions.
b) Sales and marketing personnel often assist in the creative process, help choose the ad
Agency.
c) Artists and writers produce ads, broachers and other materials.
d) Product engineers and designers give input to the creative process and provide information
about competitive products.
e) Administrators evaluate the cost of the ad Companies and help plan budgets.
f) Clerical staff coordinates various advertising activities.

KINDS OF AGENCY ORGANISATION:

1. Group system
2. Departmental system
3. Decentralized organization
4. Smaller Agency Organization

ADVERTISING DEPARTMENTS:
Organization by Sub-function:

11
Advertising department functions on the basis of sub-functions to discharge all the functions of
advertising effectively and smoothly.
ADVERTISING MANAGER

CREATIVE MEDIA ADVERTISING RESEARCH

LAYOUT COPY ART

Organization by media:
The advertising manager is given the ultimate responsibility for managing advertising in all the
media.

ADVERTISING MANAGER

PRINT MEDIA OTHER MEDIA

BROADCASTING MEDIA

MAGAZINES TELEVISION OUTDOOR

TEADVERTISI

NEWS PAPERS RADIO TRANSIT

RADIOADVERTI

Organization by Product:
DIRECT MAIL
DIRECTMAILA
ADVERTISING MANAGER
11
PRODUCT PRODUCT PRODUCT PRODUCT
A B C D
BRAND BRAND BRAND BRAND BRAND BRAND

Organization by Market segmentation:

ADVERTISING MANAGER

FINAL USER INDUSTRIAL MARKET INSTITUTIONAL MARKETS AGRICULTURAL

STUDENTS
STUSTUDENTSA

EMPLOYED
EMPLOYEDEMPL

Organization by Geographical Area:

ADVERTISING MANAGER

NATIONAL INTERNATIONAL

NORTH REGION EASTERN

SELECTION OF ANSOUTH
ADVERTISINGWEST
AGENCY:
The following points should be considered for selection of an advertising agency.

11

ASIA EUROPE AMERICA AUSTRALIA AFRICA

 1) First and foremost, the agency must known; previously unknown agencies are not
preferred.
2) Secondly, the agency must have creativity.
3) Thirdly, the agency must have a sound track record, a good deal of experience.
4) Fourthly, the account executives must have ability to understand clients problems.
5) Fifthly, the work they have produced for other clients does matter.
6) Sixthly, the personal equation of the client with the agency also matters.
7) Seventhly, their ability and presentation may make you opt for them.
8) Lastly, there are some unique considerations some prefer a small, some a medium, some
a large agency.

TYPES OF ADVERTISING AGENCIES:

Ad agencies come in all sizes and include everything from one or two-person shops (which rely
mostly on freelance talent to perform most functions), small to medium sized agencies, large
independents such as SMART and TAXI, and multi-national, multi-agency conglomerates such
as Omnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas.

Full-service agencies:
Most full-service agencies work on a combination of fee-based and commission based
compensation. The fee is paid by the entity for which the marketing is being done. The
commission is a payment from the media to the agency and is usually equal to 15% of the cost of
the advertisement. The broadcast media, radio and television, traditionally pay a commission.

Full-service, or media-neutral advertising agencies produce work for many types of media,
creating integrated marketing communications, or through-the-line (TTL) advertising. The
"line", in this case, is the traditional marker between the media that pay a commission to the
agency and the media that do not.

Full-service agencies are also known as traditional advertising agencies for the client, wherein
the client satisfies almost all their advertising or promotional needs with the same organization.
This type of agency provides advertising services such as strategic planning, creative
development, production, media planning, media buying, and other related services such as sales
promotional, direct selling, design, and branding, etc.

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Interactive agencies:

Interactive agencies may differentiate themselves by offering a mix of web design/development,

search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting.
Interactive agencies rose to prominence before the traditional advertising agencies fully
embraced the Internet. Offering a wide range of services, some of the interactive agencies grew
very rapidly, although some have downsized just as rapidly due to changing market conditions.
Today, the most successful interactive agencies are defined as companies that provide specialized
advertising and marketing services for the digital space. The digital space is defined as any
multimedia-enabled electronic channel that an advertiser's message can be seen or heard from.
The 'digital space' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices
(iPod, PSP, and mobile). Interactive agencies function similarly to advertising agencies, although
they focus solely on interactive advertising services. They deliver services such as strategy,
creative, design, video, development, programming (Flash and otherwise), deployment,
management, and fulfillment reporting. Often, interactive agencies provide: digital lead
generation, digital brand development, interactive marketing and communications strategy, rich
media campaigns, interactive video brand experiences, Web 2.0 website design and development,
e-learning Tools, email marketing, SEO/SEM services, PPC campaign management, content
management services, web application development, and overall data mining & ROI assessment.

The recent boost in the interactive agencies can also be attributed to the rising popularity of web-
based social networking and community sites. The creation of sites such as MySpace, Face book
and YouTube have sparked market interest, as some interactive agencies have started offering
personal and corporate community site development as one of their service offerings. It still may
be too early to tell how agencies will use this type of marketing to monetize client ROI, but all
signs point to online networking as the future of brand marketing.

Due to the social networking explosion, new types of companies are doing reputation
management. This type of agency is especially important if a company needs online damage
control. If a customer becomes disgruntled, it is very easy to damage a companys reputation

11
over social networking sites. Because of how rapidly the information spreads, it becomes
absolutely necessary to address any rumors, gossip or other negative online press immediately.

Examples of interactive agencies include, R/GA, AKQA, Big Spaceship, Agency net, Firstborn
Interactive, Odopod, eROI, and EVB, among others.

Tradigital agencies:
Tradigital agencies are advertising agencies who are experts in both traditional and digital
[1][2]
advertising . They offer the best of both worlds and are very useful in todays digital age
where all campaigns now require both online and above-the-line advertising.

These agencies often buy out digital agencies. Now more than ever traditional agencies are
looking for a door into the digital world. They are often the only way to extend your brand across
all the numerous mediums of todays markets.

Search engine agencies:

Lately, search engine marketing (SEM) and search engine optimization (SEO) firms have been
classified by some as 'agencies' because they create media and implement media purchases of
text based (or image based, in some instances of search marketing) ads. This relatively young
industry has been slow to adopt the term 'agency', however with the creation of ads (either text or
image) and media purchases; they do technically qualify as 'advertising agencies'. Recent studies
suggest that both SEO and SEM are set to outpace more traditional channels of media spending
over the next 3-5 years.

Social media agencies:

Social media agencies specialize in promotion of brands in the various social media platforms
like blogs, social networking sites, Q&A sites, discussion forums, micro blogs etc. The two key
services of social media agencies are:
social media marketing
online reputation management

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Other agencies:
While non advertising agencies, enterprise technology agencies often work in tandem with
advertising agencies to provide a specialized subset of services offered by some interactive
agencies: Web 2.0 website design and development, Content Management Services, web
application development, and other intuitive technology solutions for the web, mobile devices
and emerging digital platforms.

HOW AGENCIES GET CLIENTS:

To succeed, ad agencies need clients. New clients come from personal contact with top
management, referrals from satisfied clients, publicity on recent successful campaigns, trade
advertising, direct mail, or by agencys general reputations.
A. Referrals.
B. Presentations.
C. Networking and community relations.
D. Soliciting and advertising for new business.

THE CLIENT - AGENCY RELATIONSHIP:

Just as people and product have lifecycles, so do relationships. In the advertising business, the
lifecycle of the agency-client relationship has four distinct stages.
A. Pre relationship stage.
B. The development stage.
C. The maintenance stage.
D. Termination stage.

FACTORS AFFECTING THE CLIENT-AGENCY RELATIONSHIP:

The following are the factors affecting the client-agency relationship.
A. Chemistry.
B. Communication.
C. Conduct.
D. Changes.

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BASIC PRINCIPLES OF CLIENT-AGENCY RELATIONSHIP:
These principles are:
i. The agency alone is responsible for payment to the media.
ii. The agency doesnt allow any cut from the commission received from the media to go to
the client.
iii. The media do not discriminate amongst the agencies dealt with, and fallow a uniform
policy for all agencies.
iv. The media do not alter the advertising material without the prior consent of the agency.

VARIOUS DEPARTMENTS IN AD-AGENCY:

i. Account planning.
ii. Account management.
iii. Creative services.
iv. Media services.
v. Traffic.
THE COMMUNICATION PROCESS:
Communication is the social process by which two or more persons exchange views. The
communication between two persons that is and the receiver, will be termed individual
communication, where there more than two persons that is more than one sender or more than
one receiver are involved, it is known as mass communication.

Generally all electronic media channels comes under mass communication. As HY-tv is an
electronic media channel of infotainment, it is a mass communication.

The objective of media planning and advertising is to get the attention of more number of people.
So most of the ad-agencies and clients goes for electronic media.

The increase in viewership rate and development of technology opend the gates for ad-agencies
to enter into electronic media, simply we can say that emerging technology has changed the face
off print and other media to electronic media.

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COMPONENTS OF COMMUNICATION PROCESS:
SOURCE:
Generally the encoder, sponsor, advertiser or sales representative is known as source. The source
is the sender of message.

MESSAGE:
It refers to the content of the communication. It may include words, pictures, symbols, order etc.,

PERCEPTION:
It is an important factor in communication process. The message can be perceived by the
receiver according to his nature and culture, its attention, interest, desire and action. The attitude
and the desire of the sender also influence the perception level.

CHANNEL:
The message carried through some channel-a news paper, magazine, or television from the
sender to the receiver. The channels are known as media. Television influencing the sense of
sight and sound is considered one of the most effective channels of the communication.

RECEIVER:
The receiver is the target audience. Therefore advertisers should evaluate the graphics of the
audience. Values, attitudes, product, experience and responses are considered to design
communication process.

FEEDBACK:
Feedback is an essential factor in making communication more effective. It indicates how the
communication process is working. The receivers may provide feedback on their needs,
knowledge, cultural systems, attitudes and communication skills.

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 MEDIA PLANNING

INTRODUCTION:
The term media is a plural for medium. In advertising terms, medium is a channel of
communication such as news channels, entertainment channels, news papers, magazines etc. A
medium is a vehicle for carrying the sales message of an advertiser to the prospects. It is indeed a

11
vehicle by which advertisers convey their messages to a large group of prospects and thereby aid
in closing the gap between the producer at one end and the consumer at the other end.

Media planning is a very important task in the advertising process, which deals about four Ws.
1. Where
2. What
3. Who
4. When
Media planning involves selecting appropriate media for carrying the advertisers message to
target markets, deciding what to buy and how much to spend in each medium and scheduling
when the advertising is to run. Eighty percent of the budget paid to media. This, in it suggests
how important media decisions are. Considering the extent and diversity of the Indian market,
which is matched by a vast and diverse network of advertising media, the complexity of the
media planning becomes apparent.

MEDIA TERMS:
Media Planning is a very important component of the Marketing Strategy of an organization.
Media Planning is defined as "Process of designing a scheduling plan that shows how advertising
time and space in selected media and vehicles contribute to the achievement of marketing
objectives in an advertising campaign".
Media planning, in general terms, is a tool that allows the advertiser to select the most
appropriate media to communicate the message in sufficient frequency towards the maximum
number of potential customers at the lowest cost.

* Medium: A medium is a carrier and deliverer of Advertisements. It is a broad general

category of carries such as Newspapers, Television, Radio, Internet, Outdoor, Direct Mail, etc.
* Vehicle: It is a specific carrier within a Media category. So a HY TV would be the vehicle in
the category of TV. Many a time a specific programs or sections within a medium may be termed
as a vehicle. For example, DAKSHINAYAN" on HY TV would be the vehicle in the Television
category.

11
* Frequency: How frequently are the recipients being exposed to message. In other words it is
the average number of times an advertisement reaches each recipient in a given period
* Continuity: The amount of advertising budget being allocated over the period. There are
basic types of ways in which the advertising budget is allocated: Continuous Scheduling, Pulsing
and Flightning.
* Weight: The amount of total advertising is needed to accomplish advertising objectives.
* Viewership: It refers to the number of people watching a given program. A viewer is a
person who is watching the program.
* Gross Rating points: The total audience delivery or weight of a specific media schedule is
counted by working on the total number of viewers. However in media the information is gauged
in gross rating points (GRP).for example if 75% of the people of our target market watched a
commercial on television four times in a week, to determine the gross rating points, the
following formula will be used:
Reach*frequency=GRP
75*4=300GRP
Objectives of media planning:
Grab : ATTENCTION
Excite : INTEREST
Create : DESIRE
Prompt : ACTION

MEDIA PLANNING STRATEGY:

The purpose of media planning is to conceive, analyze, and select channels of communication
that will direct advertising message to the right people, in the right place at the right time. It
involves many decisions:
i. Where should we advertise? (In what countries, states, or parts of town)
ii. Which media vehicles should we use?
iii. When during the year should we concentrate our advertising?

11
 iv. How often should we run the advertising?
v. What opportunities are there for integrating other communications?

Media objectives translate the advertising strategy into goals that media can accomplish. They
explain who the target audience is and why. Where messages will be delivered and when and
how much advertising weight needs to be delivered.

In the initial stage of the product life cycle, the objective is to maximize awareness of it by
consumers. At the maturity stage, continuity of the purchase becomes the main objective. During
the declining stage of product use, the media remind the consumers that the product shall retain
their appealing attributes. The media objectives are Reach, frequency and continuity respectively
for the early, maturity and declining stages of the product lifecycle. The media objective is
analyzed in the light of constraints and components.

CONSTRAINTS:
The objectives are controlled by the budget available for Advertising. In the beginning, a
significant amount is available; but at the later stage of the product life cycle, only a small
proportion is allocated to advertising. The effect of budgeting on advertising has been
acknowledged by every organization. The positioning of the product also influences the
objectives. If the producer is willing to challenge the leader, he will spend more money on
advertising. The range, Frequency and continuity will be effected by budget and positioning of
the product.

COMPONENTS:
Media objectives have different components, viz, specification of the target market, geographical
location of the market, reach and frequency, continuity or timing, creative requirements and
potential market coverage level.

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STEPS TO ACHIEVE EFFECTIVE MEDIA PLANNING:
To achieve the effective media planning we should do the following steps:
1) We should have good knowledge about the product or service.
2) We should be very clear with the budget allotted for advertising.
3) It is very important to select an appropriate ad agency which can fulfill the needs and
desires of the manufacturer or producer.
4) Some companies will have their own advertising departments but still they will go for ad
agencies to maximize the productivity.
E.g.: Vodafone.
5) The communication between the producer and the ad agency must be good.
6) The producers views and ideas about the product must be shared with the ad agency.
7) We must know about the target market.
8) We must know about the tastes and preferences of the target audience.
9) According to the budget allotted for advertising select the best media vehicle.
10) Select the prime time slots if you are going for TV advertisement.
11) Give freedom to ad agency in selecting the media vehicle.
12) After completing all the above steps go for negotiations.

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 Media Mix
Combination of different media, and size of ads
Which Media?
Which Schedules?

Flexibility:

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MEDIA PLANNING PROCESS:
When (the timing of the release)
Which (The media selection)
How (The coordination in media planning)
How much (The budgetary allocation)

MEDIA COST AND MEDIA AVAILABILITY:

To get the most out of the advertising budget spent the primary concern for the advertiser is
media selection. The cost of buying space or time is weighed against the number of audience
secured by such advertising. In fact, buying advertising space and time is nothing different from
buying commodities.

The media availability is measured under the following heads:

i. Distribution measurement (in terms of number of distributors in a geographical area)
ii. Audience measurement (Expressed in terms of TAM ratings)
iii. Exposure measurement the advertiser looks for the ability of the media to create
advertising exposure.
Summarizing media selection factors we may say that they are:

11
 A. Media characteristics, such as editorial environment flexibility, frequency and durability.
B. Nature of the target market.
C. The nature and type of the product.
D. The nature of the distribution network.
E. Overall cost of the medium.

MEDIA SCHEDLING:
We can follow a steady schedule or a pulsed campaign. Normally scheduling is done for a 4
week period. The six types of schedules available are:

1. Steady pulse:
It is the easiest. For example one ad/week for 52 weeks or one ad/month for 12 months.
2. Seasonal pulse:
Products like Vicks balm, ponds cold cream follow this approach.
3. Period pulse:
Scheduling follows a regular pattern for example media scheduling for consumer durables, non
durables etc.
4. Erratic pulse:
The advertisements are placed irregularly. Perhaps we want to change the typical purchase
cycles.
5. Startup pulse:
It is concentrated media scheduling. It launches a new product or a new campaign.
6. Promotional pulse:
A one short affair it suits only a particular promotional team.

GOVERNMENT POLICIES IN MEDIA SECTOR:

The changing model of media business in India

11
Beginning with the macro level analysis, the changes in India can be analyzed on the following
four parameters:

Government policies: They play a vital role in the success of any economy and the
Indian governments reforms and growth focused strategy is an attractive feature. FDI limits are
an important aspect in this regard as it regulates the growth of the industry.
Economic changes: The increasing disposable income and expanding urban class presents
a huge untapped market for the media sector. With increasing personal income of the youth over
the last decade has resulted in higher spending on media and entertainment.
Social changes: There has been a steady increase in literacy levels which has boosted the
demand for print media. With the socio-economic changes and electricity and technology
everywhere, the people prefer to have their share of news through television. There has been a
favorable change in the consumption pattern and this provides a great potential to broaden the
customer base.
Technical changes: With the changing pace of technology and the users are responsible
for making India an outsourcing destination. The next boom could well be the Media sector.
Also, an increasing convergence among the various media is bringing about a structural change
in the industry.

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FDI LIMIT IN VARIOUS SECTORS:

11
FUTURE PROSPECTS OF MEDIA SECTOR:

MEDIA BUYING
This is the last step in the advertising process. First contract will be given to ad agency to design
advertisement. Depending on the target market and product lifecycle the ad agency will decide
the media for advertising. Generally electronic media is preferred over other media because the
reach of electronic media will be high at the same time the budget required also will be high.
Depending on the media vehicle which we have selected there may be a probability for
negotiations. In television media advertiser will select the media vehicle depending on
television audience measurement ratings. Media vehicles with high TAM ratings will demand
more. Sometimes negotiation about the budget may not be possible.

According to the inputs I got from the various ad agencies and clients, I found that most of the ad
agencies prefer entertainment channels over infotainment channels. The revenues of
entertainment channels will be high compared to infotainment channels. One more interesting
thing there will be some friendly relationship among some ad agencies and media vehicles,
which may lead to personal biasing. If a media channel have good relationship with ad agencies
they can earn more from advertising. Every media channel will have prime time slots and normal
time slots. They are going to charge high in prime time slots, sometimes Events like IPL, Film
fare awards etc may happen, that time the time slots between the programs will become the
primetime slots which increases the TRP ratings. Competition for that time slots will be very

11
high that time negotiations will not at all possible. Recently we have seen this in IPL 2009
organized in South Africa.

Let us see the Advertisement rate card in HY TV:

Advertisement rate card in HY TV:

OPTION 1:
Strip Ads with Logo : Rs 3000(20 strips in a day-minimum)
Scrolling Ads without logo : Rs 2000(20 scroll ads in a day-minimum)
Spot buy Ad commercial : Rs 2000(@10 seconds commercial)
OPTION 2:
Sponsorship : on commitment of monthly outlay Rs.3, 00,000
FCT : 1500 seconds bankable across the channel in 30 days.
FREE VALUE ADDITIONS:
Daily prime time news sponsorship at 9PM in 30 days period.
Associate sponsorship one weekly program of 4 episodes in 30 days period followed by
daily channel promos and fcls with brand tag of client.
OPTION 3:
Slot buying duration -30 minutes rate per slot : Rs15000/s.t

Terms and Conditions:

1. Payment to be made to be made in advanced in favor of Hy Media entertainment pvt.Ltd
2. Service tax Extra Applicable
3. Ad Material in DV cassette to be given in advance for telecasting.

According the information which we got in media sector in Andhra Pradesh Sun network is the
market leader and Maa tv is the market follower. Negotiation is not possible in Gemini tv where
as it is possible in Maa tv so most of the ad agencies prefer Maa tv unless the client demand for
specific media vehicle. These two channels are ruling in entertainment region.

11
While coming to infotainment channels TV9 is ruling the market. It is the first 24*7 Telugu news
channel in Telugu, when it has launched there were no similar player so it got the competitive
advantage through language. For long time it is been like a monopoly. But now the equation has
been changed, so many players with new technology and strategies are evolved into the markets.

HY TV also followed the same strategy that TV9 has followed earlier; it is the first Hindi news
channel in south operating in south itself (head quartered at Hyderabad)

11
 RESEARCH METHODOLOGY

Survey done on Ad agency, Clients and Audience directly on a one to one basis via a
questionnaire by taking a sample size on the basis of demographic segmentation.

SAMPLE SIZE:
Ad agencies : 10
Clients : 10
Audience : 200

RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define research as a
scientific and systematic search for pertinent information on a specific topic. It is the pursuit of
truth with the help of the study, observation, comparison and experiment.

RESEARCH DESIGN
Research design is actually the blue print of the research project and when implemented must
bring out the information required for solving the identified problems. The research design
depends upon the depth and extent of data required the cost and benefits of research, the urgency
of work and the time available for completing it. The research indicates the method of research
(i.e. sampling etc) only.

Research design is mainly of three types:-

i. Exploratory Research
ii. Descriptive Research
iii. Experimental Research

Exploratory Research:
Exploratory study can be used to establish priorities. The major emphasis is on the discovery of
ideas and insights. It helps in formulating hypothesis for further research

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Descriptive Research
The Descriptive study is typically concerned with the determining Frequency with which
something occurred or how two variables vary together. It is guided by an initial hypothesis.

Experimental Research:
Experimentation is defined as a process where event occur in a setting at the discretion of the
experimenter and controls are used to identify source of variation in the subjects
SAMPLE SIZE AND CLUSTER SAMPLING
Sampling may be defined as the selection of an aggregate or totality on the basis of which a
judgment or inference about the aggregate or totality is made. In other words it is the process of
obtaining information about an entire population by examining only a part of it. In most of the
research work and surveys, the usual approach happens to be to make generalization or to draw
inference based on samples about the parameters of population from which the samples are
taken. The researcher quite often selects only a few items from the universe for his study
purposes. All this is done on the assumption that the sample data will enable to estimate the
population parameters. The items so selected constitute what is a technically called a sample,
their selection process or technique is called sample design and survey conducted on the basis of
sample is described as sample survey. Sample should be truly representative of population
characteristics without any bias so that it may result in valid and reliable conclusions.

Need for Sampling:

Sampling is used in practical for a variety of reasons such as:
1. Sampling can save time and money. A sample study is usually less expensive than a
census study and produce result at relatively faster speed.
2. Sample may enable more accurate measurements for a sample study is generally
conducted by trained and experienced investigators.
3. Sample remains the only way when population contains infinitely many members.
4. Sample remains the only choice when a test involved the destruction on the item under
study.

11
 5. Sample usually enables to estimate the sampling error and thus assists in obtaining
information concerning some characteristics on the population.

Random sampling from Infinite Universe

Above paragraph deals with random Sampling, keeping in view the finite populations. But what
about random sampling in context of infinite population? It is relatively difficult to explain the
concept of random sample from an infinite population. However, a few examples will show the
basis characteristics of such a sample.

Cluster sampling
Cluster sampling involves grouping the population and then selecting the groups or the clusters
rather than individual element6s for inclusion the sample. If the totally area of interest happens to
be a big one, a continent way in the sample can be taken is to divide the area into a number of
smaller non overlapping areas and then to randomly select a number of these smaller areas,
(usually called clusters) with the ultimate sample consisting Of all (or a sampling of ) Units in
these small areas of clusters.

Cluster sampling, no doubt reduces cost by concentrating surveys in select clusters. But certainly
it is less precise than random sampling. There is also not as much information n number of
observations within cluster as there happens to be inn randomly drawn observations. Cluster
sampling is used only because of the economic advantage it drawn possesses; estimates based on
cluster samples are usually more reliable per unit cost.

Data collection Method

Data collection is an elaborate process in which the researcher makes a planned search for
relevant data. Data can be classified as primary and secondary data.

Primary Data
Primary data is a data gathered for the first time by the researcher.
Collection of primary data task is demanding and requires a lot of technical expertise. Primary
data can be collected in marketing by three basic methods-
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 o Survey Method
o Observation Method
o Experimental Method

Survey is the most commonly used method of primary data collection in the marketing research.
Various kinds of survey techniques are.
a. Personal interview
b. Telephone Survey
c. Mail Survey
The instrument used in personnel interview is questionnaire.

Secondary data:
Secondary data means data that are already refer to the data which have already collected and
analyses by someone else. When the researcher utilizes secondary data that he had to look into
various sources from where he can obtain them. In this case he is certainly not confronted with
the problems that are usually associated with collection of original data.
Various books, magazines and news papers.
Reporters and publication of various businesses.
Reports prepared by research scholar and in different fields.
Records and statistics data.

The following characteristics must be possessed:

1. Reliability of data
2. Suitability of data
3. Adequacy of data

Selection of appropriate method for data collection

11
The following factors must be considered:
1. Nature scope and object of enquiry.
2. Availability of funds.
3. Time factor.
4. Precision required.

INTERVIEW METHOD
In the interview method of collecting data involves presentation of oral/verbal stimuli and reply
in terms of oral/verbal responses. This method can be used through the interviews and if
possible, through telephone interviews.

Personal interview
Personal interview method requires a person know as the interviewer asking questions generally
in a face to face contact to the other person or persons. (At the time the interviewee may also ask
certain questions and interviewer responds to these, but usually the interviewer initiates the
interview and collects the information) This sort of interview may be in the form of direct
personal investigation or it may be indirect oral investigation.

In case of direct personal investigation the interviewer has collect the information personally
from the sources concerned. He has to be the spot and has to meet people from whom data have
to be collected. This method is particularly suitable for intensive investigations.

The method of collecting information through personal interviews is usually carried out in a
structured way. As such we call the structured interviews. Such interviews involve the
predetermined questions of highly standardized or recording. Thus, the interview in a structured
interview follows a rigid procedure laid down, asking in a form of order prescribed

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 TYPE OF QUESTIONNAIRE

Collection of Data through Questionnaires

This method of data collected is quite popular, particularly in case of big enquiries is being
adopted by private individuals research workers, private and public organizations and even by
government in this method a questionnaire is sent to the concerned with the research answer the
questions and return the questionnaire, a questionnaire consists of number of questions printed or
typed in a define order an form of a forms .The questionnaire are mailed to respondents who are
expected or read and understand the questions and write down the reply in the space meant for
the purpose in the questionnaire itself. The respondents have to answer the questions on their
own.

The method of collecting data by mailing the questionnaires to respondents is most extensively
employed in various economic and business surveys.
The merits claimed on behalf of this method are as follows:

1. There is low cost even when the universe is large and widely spread geographically.
2. It is free from the bias of the interviewer, answers are in respondents own words.
3. Respondents have a adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached conveniently.
5. Large sample can be made use of and thus the result can be made more dependable and
reliable.

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vi. Selection process

1. Type of Objective : Descriptive

2. Type of data collected : Primary
3. Research Approach : Survey Method
4. Contact Method : Individual
5. Sample Size : 200 Audiences
6. Sample Area : Around RAJAHMUNDRY
7. Research Instrument : Questionnaire
8. Type of Questionnaire : Structured and Undisguised

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 QUESTIONNAIRE
A. How will you get more clients?

1. Reputation

2. Reference

3. Personal contacts

4. Past Record

B. How will you design an advertisement?

1. By Product

2. By Brand name

3. Clients demands

4. Target audience

C. How will you select media vehicle?

1. By Product

2. By Brand name

3. Clients demand

4. Target audience

5. Depending on Budget

D. Which type of media vehicle would you prefer most of the times?

1. Electronic media

2. Print media

3. Radio

4. Other media

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E. Which type of electronic media vehicles you prefer?

1. Entertainment

2. Infotainment

F. How will you select particular media vehicle in electronic media?

1. TAM rating

2. Personal relationship

3. Clients demand

4. Negotiations

G. Do you have media planner and media buyer separately?

1. Yes

2. No

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 QUESTIONNAIRE FOR CLINTS:

A. How will you select the Ad agency?

1. Reputation

2. Reference

3. Personal contacts

4. Past Record

B. How you would like to design an advertisement?

1. By Product

2. By Brand name

3. Ad agency suggestions

4. Target audience

C. How will you select media vehicle?

1. By Product

2. By Brand name

3. Target audience

4. Depending on Budget

D. Which type of media vehicle would you prefer most of the times?

1. Electronic media

2. Print media

3. Radio

4. Other media

E. Which type of electronic media vehicles you prefer?

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 1. Entertainment

2. Infotainment

F. How will you estimate the standards in electronic media?

1. TAM rating

2. Personal relationship

3. Audience Survey

4. Research institutions

G. How will you decide the Frequency?

1. By Product

2. By Brand name

3. Target audience

4. Depending on Budget

5. Depending on Competitors

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 QUESTIONNAIRE FOR AUDIENCE:
1. Do you have TV in your home?
1. Yes
2. No
2. Which kind of channels would you like to watch?
1. Infotainment channels
2. Entertainment channels
3. Which kind of programs would you prefer to watch?
1. News
2. Movies
3. Serials
4. Sports
4. Would you watch TV regularly?
1. Yes
2. No
5. How much time you will spend in watching TV?
1. 2 hours/day
2. 3 hours/day
3. 4 hours/day
4. More than 4 hours
6. At what time you feel comfortable in watching TV?
1. Morning time
2. Afternoon time
3. Evening time
4. Night time
7. Which language channels generally you prefer?
1. Telugu
2. Hindi
3. English
4. Others
8. How you feel about the advertisements in TV channels?

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 1. Good
2. Bad
3. Disgusting
4. Nothing
9. Would you switch over the channel when advertisement comes?
1. Yes
2. No
10. Do you think creative ads can attract the audience?
1. Yes
2. No
11. How many ads you watch every day?
1. Four
2. Five
3. Six
4. More than six
12. How many of them can you remember while buying the product?
1. Very few
2. Few
3. All
4. No one

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 ANALYSIS AND INTERPRETATION

* Out of 200 Audiences only 160 are responded to the questionnaire.

1. Which news channel do you like to watch?
TIME Respondents in (%)
Night 50%
Morning 25% TV9 42
Mid day 12% ETV 2 35
Evening 13%
TV5 27

NTV 23

I News 18

Others 15

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2. Which part of the day you watch more time?

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3. What is your preference in watching news channel?

* one point is given for each person opinion

Attributes Total ranking points Ranking preference

Content 65 1st
Brand name 45 2nd
Quality 37 3rd
Others 13 4th

Interpretation:
When asked the respondents about the purchasing preference in ice-creams
1st preference they given for content with 65 points.
2nd preference they given for brand name with 45 points.
3rd preference they given for Quality with 37 points.
4rt preference they given for others with 13 points.

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4. How do you feel about the Programs of HY TV?

Satisfaction level Respondents in (%)

Very high 4%
High 20%
Reasonable 48%
Low 28%

Interpretation:
When asked the respondents about the satisfactory levels- 48% of the Customers
Feel Reasonable, 20% of the customers feel highly satisfied, 28% of the customer
Feel Low, 4% of the customer feel Very Highly satisfied.

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5. What is your opinion on the HY TV?

Opinion on HY TV Respondents in (%)

Very good 10%
Good 24%
Average 66%

Programs Respondents in (%)

Serials 29%
Sports 17%
Current affairs 37%
(News)
Movies 17%

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6. Which Type of Programs you like more?

Opinion on the Respondents

availability in(%)
Very Frequent 12%
Frequent 20%
Rare 41%
Not Available 27%

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7. What is your opinion on the availability of HY TV in DTH setup box?

Interpretation:
When asked the Customers about the Availability of HY TV-
20% of the people responded for frequently available,
41% for rarely Available in the market,
12% for Very frequently available,
27% of the people responded for not available.

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8. Will you suggest your friends, Relatives, Neighbors to watch HY TV?

Suggest No of Respondents
(%)
Yes 55%
No 45%

Interpretation:
From the respondents opinion
55% of the customers are like to suggest this Channel to their friends, relatives, neighbors, But
45% of the respondents are not like to suggest this channel to their friends, relatives, neighbors.

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9. Are you looking for new Creative programs?

New Programs No of Respondents

(%)
Yes 72

No 28

Interpretation:
28 % of the respondents are satisfied with the Available Programs,
72% of the respondents are asking for new Creative programs

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10. Can you recall punch line of HY TV? (Feel the pulse)
Recall punch line No of Respondents in (%)

No 79%

Yes 21%

Interpretation:
The study shows that 21% of the respondents were able to recall the Punch Line of HY TV, But
79% of respondents are responded for No for Recall the Punch line of HY TV.

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 SUGGESTIONS

1. It has been observed from the study is that more importance is given to Place the channel
at cable operators, MSO and ISO. But failed to create awareness among the people about
the channel, when survey is done most of the people responded that they dont know
about the channel.
2. Next to the Distribution, brand name is plying important role in even though BOSCH
belongs to a big group, it is failed to put its brand name in Audience mind.
3. It has been observed that most number of respondents dont aware of the available
programs of BOSCH. So advertisement should be based on the programs.
4. In most of the rural areas BOSCH is not available. So improve the distribution channels
in the rural areas.
5. It is more important to attract MSOs to improve the distribution levels, as a newly
launched channel first of all increasing distribution is a big task, because operators will
demand more money to place the channel.
6. Introduce more number of varieties in the Programs and increase the duration of existing
successful programs to attract the Audience.
7. The competitors are providing special programs on hot topics like IPL, Elections, Top
educational institutions etc. BOSCH is not too good in these types of programs.
8. As the level is main competitors in media industry, there is a need to focus on competitor
analysis and to take decision to get competitive advantage.

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 CONCLUSION

1. On the basis of analysis, respondents given first preference to Content, so to attract the
audience good content should be there.
2. On the basis of analysis, it is found that its competitors are using new strategies to attract
audience but BOSCH is lagging behind in creative programming.
3. Most of the people are not aware of the BOSCH.
4. Ad agencies look for TAM ratings to give Ads but BOSCH have not subscribed to TAM
yet.
5. Nearly 50% of the respondents are showing interest to watch Telugu channels, second
preference is English, and very few respondents are watching Hindi channels.
6. Very few number of respondents responded that they are satisfied with existing programs;
more number of respondents are looking for creative programs.
7. The Audience wants to improve the distribution channels in the rural areas also.
8. Nearly 80% of the Audience are unable to recall the punch line (feel the pulse) of
BOSCH.

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 BIBLIOGRAPHY

Books referred
1) Principles of marketing ---------- Philip kotler & Gray Armstrong
2) Consumer behavior ------------ Leon.G.Schiffman
Leslie Lazar Kanuk
3) Marketing research ----------- G.C.Beri
4) Modern advertising management---- J.N.JAIN, P.P.SINGH

Journals n Magazines
Business World
Business Today
Advertisement n Marketing
Websites:
www.thesmartmanager.com
www.network18.com
www.indiainfoline.com
www.trends-in-newsrooms.org

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