Advertising

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PRESTIGE INSTITUTE OF MANAGEMENT
AND RESEARCH, Indore
A Study on use of Advertising Medium for Business
Product & Services with special reference to Indore
Submitted to: Submitted by:
Dr. R.C. John Anubhi Khanna
M.M.C. 4th
sem

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Index
Page no
1. Chapter 1. Introduction…………………………………………………………………………. 4 - 8
2. Chapter 2. Advertising Medium…………………………………………………………….. 9 – 23
 Newspaper Advertisement…………………………………………………………. 12 -13
 Magazine Advertisement…………………………………………………………….. 14
 Internet Advertisement………………………………………………………………....15
 Direct Mail Advertisement…………………………………………………………… 16
 Radio Advertisement……………………………………………………………………. 17- 18
 Broadcast Television Advertisement…………………………………………… 19-20
 Cable TV Advertisement……………………………………………………………… 21
 Transit Advertisement…………………………………………………………………… 22
 Outdoor Advertisement………………………………………………………………… 23
3. Chapter 3. A case study on business houses in Indore…………………………… 24- 34
 Morani Sarees……………………………………………………………………………. 25
 F.Y.I……………………………………………………………………………………………. 26
 Gangwal………………………………………………………………………………………. 27
 Anand Shree Fruit Bonanza………………………………………………………….. 28
 Mahindpurwala Furniture……………………………………………………………. 29
 Sahil Developers and group…………………………………………………………. 30
 Pakiza………………………………………………………………………………………….. 31
 Apna Sweets………………………………………………………………………………… 32
 Yupp Events………………………………………………………………………………… 33
 Chattar pattar……………………………………………………………………………… 34
4. Chapter 4. Research Method……………………………………………………………….. 35- 45
 Personal Interview……………………………………………………………………… 39- 41
 Telephonic Interview…………………………………………………………………… 42- 43
 Research Design………………………………………………………………………….. 44
 Questions of Interview…………………………………………………………………. 45
5. Chapter 5. Result……………………………………………………………………………………. 46- 49
6. Chapter 6. Conclusion……………………………………………………………………………. 50- 51
7. Chapter 7. Suggestion…………………………………………………………………………….. 52- 53
8. Chapter 8. Bibliography…………………………………………………………………………. 54- 55

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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. Advertising is nothing but a paid form of non-personal presentation
or promotion of ideas, goods or services by an identified sponsor with a view to disseminate
information concerning an idea, product or service. In Latin, ad vertere means "to turn the
mind toward." The message which is presented or disseminated is called advertisement. In the
present scenario there are hardly any business in the modern world which does not advertise.
However, the form of advertisement differs from business to business.
Advertisement has been defined differently by different persons. A few definitions are being
reproduced below:
According to Wood, "Advertising is causing to know to remember, to do."
According to Wheeler, "Advertising is any form of paid non-personal presentation of ideas,
goods or services for the purpose of inducting people to buy."
According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of ideas,
goods or services by an identified sponsor."
According to William J. Stanton, "Advertising consists of all the activities involves in presenting
to a group, a non-personal, oral or visual, openly sponsored message regarding disseminated
through one or more media and is paid for by an identified sponsor."
The above definitions clearly reveal the nature of advertisement. This is a powerful element of
the promotion mix. Essentially advertising means spreading of information about the
characteristics of the product to the prospective customers with a view to sell the product or
increase the sale volume.
The purpose of advertising is nothing but to sell something -a product, a service or an idea. The
purpose of advertising may also be to reassure employees or shareholders that a company is
viable or successful. The real objective of advertising is effective communication between
producers and consumers.
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. Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, printed flyers and rack cards, radio, cinema and television
adverts, web banners, mobile telephone screens, shopping carts, web pop ups, skywriting, bus
stop benches, human billboards and forehead advertising, magazines, newspapers, sides of

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buses, banners attached to or sides of airplanes ("logo jets"), in-flight
advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts
and passenger screens, musical stage shows, subway platforms and trains, doors of bathroom,
stalls, stickers on apples in supermarkets, shopping cart, the opening section of streaming audio
and video, posters, and the backs of event tickets and supermarket receipts. Any place an
"identified" sponsor pays to deliver their message through a medium is advertising.
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. Nonprofit
organizations may rely on free modes of persuasion, such as a public service
announcement (PSA).
Indian Advertising starts with the hawkers calling out their wares right from the days when
cities and markets first began. Concrete advertising history begins with classified advertising.
Ads appear for the first time in print in Hickey’s Bengal Gazette, India’s first newspaper
(weekly). To ‘advertise’ meant merely to ‘inform’ until the end of the eighteenth century, and
the early newspapers and periodicals announced births, deaths, arrivals of ships from England,
sale of household furniture, etc. some journals like the Bengal Journal (first published in 1785)
even offered to print government advertisements free.
The front page of most such journals carried only advertisements. But before long persuasive
copy began to replace mere information. Later, new products and services established
themselves on the market through the advertisement columns of the newspapers and
periodicals. The power of advertising increased rapidly with the growth in trade and commerce.
With the increasing impact of the industrial revolution on our country, the number of
advertisements from British business houses rose sharply. ‘Agents’ flourished at the time as
space contractors, obtaining advertisements for newspapers and periodicals on a commission
basis. Leading newspapers like ‘The Statement’ and ‘The Times of India’, which had their own
advertising departments, offered their own facilities to ‘agents’. This was of great advantage to
both the advertiser and the publisher, for the advertiser, it saved the bother of preparing a
suitable layout for the advertisements, for the publisher, it assured a certain uniformity of
standard in the advertisements appearing in its column. This practice was responsible for
turning advertising into a distinct profession. These ‘agents’ were forerunners of the
‘advertising agencies’.

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The first Indian Ad Agency, the Indian Advertising Agency, was launched around this time, and
is still going strong. The main functions of these agencies were to secure advertisements and to
get them published in the press. The major British agencies during this time were: Alliance
Advertising Associates, Publicity Society of India, L.A. Stronach and Co, and others. They catered
to the need of the affluent British and Indian elites living in the metropolitan cities. They rarely
advertised Mass consumer items like tea and cigarettes.
During the war, press advertising was exploited to raise funds for the war effort. During the
inter-war years a few Indian agencies too sprang up, the most notable being the modern
Publicity Co. in Madras, the Calcutta Publicity, and the Oriental Advertising Agency in
Tiruchirapalli. The Vasudevea Publicity Service was started in Delhi to carry out outdoor
publicity campaigns in Uttar Pradesh, Punjab and Delhi. In 1931, the first full-fledged Indian Ad
Agency, the National Advertising Service, was established. Among the other Indian Agencies to
be launched during this period were: New India Publicity Co. 1930, Paradise Advertising Agency
of Calcutta (1928), the Indian and Eastern Newspapers Society (IENS), and others.
The establishment of the Advertising Agencies Association of India (AAAI) in 1945, and the
Audit Bureau of Circulation (ABC) in 1948 helped to bring some order to the competitive field.
The AAAI came to be recognized as a representative body of the profession, with the authority
to represent its interests and problems. The ABC gave some credibility to the claims of
newspapers regarding their circulation.
Following World War II and the Indian Independence, the British-owned agencies were sold to
Indian business. Several agencies, however, retained an ‘affiliate’ status with the main branches
of the agencies in London. They continue to enjoy this status even today, though American
multinational agencies have replaced affiliation with British agencies.
At independence the advertising business was well on its way to growth and expansion.
Partition did not touch the business at all. The introduction of multi-color printing, improved
printing machines (like offset and web offset), and the development of commercial art gave the
Ad business a further leap. Agencies began to offer, besides space selling, many more services,
such as artwork, organization of fairs and exhibitions, market research, public relations
consultancies.
The phenomenal growth in the media, especially television and cable has given a boost to
Indian advertising. Market research and readership surveys have led to the further
professionalization of the business. Individual publishing houses like ‘The Hindu and The Times
of India’ first conducted readership surveys. Now, National Readership Surveys (NRS) and Indian
Readership Surveys (IRS) as well as regular Television Rating Points (TRP) measurements
provide advertisers with statistical data on which to base their media plans.

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Indian advertisement industry is well recognized all over the world for its creative output and
high quality advertisements. The performance of Indian agencies and advertisement and
marketing campaigns has been well noted and awarded at the various global stages such as
Cannes Lions. The industry is continually evolving to give better returns to the clients and the
memorable ads for the target audience. Everybody remembers the advertisement such as surf’s
and Lalitaji or maggi jingle. Such is the power of Indian advertisement that these ads have
become true legends, and will entach on the minds of the viewers for the long period of time.
The Indian advertisement industry has also give Alyque Padamsee ( the man behind Lalitaji and
Liril campaigns) and Piyuish Pandey ( The man behind the original ‘Mile sur era tumhara’ and
Cadbury’s Dairy milk chocolate ads).
The industry caters to a really huge populace, though the real challenge; lies in the addressing
the stunning diversity. The ads have to cater to the different tastes and preferences of
hundreds of language, dozens of religions, diversity of religions, age group and castes that
appears to all of them and without offending any of them. Perhaps this is because of this
reason that India oriented campaigns of even giant MNC’s are handled separately by India
based agencies and have largely localized content.
The Indian market is also unique in the sense that the TV advertising is actually increasing and
set to overtake print advertisements over the coming years. Leading ad planners believes that
the Indian audiences still loves watching TV, and are very audio visual in nature and can easily
overcome any barriers of illiteracy, which has major impediment for print advertising and
marketing in India.
Another notable trend on a global level that still evades the Indian advertising industry is the
mass migration of the ad spending to online and digital media. In highly developed ad markets
such as U.S and UK, the ad spending on digital and online media has increased. The internet has
become an ongoing emerging source that tends to expand more and more. The growth of this
particular medium attracts the attention of advertisers as a more productive source to bring in
consumers. The online advertising market in India will touch Rs 7,000 crore by 2015, driven by
increasing internet. The online advertising market is currently pegged at about Rs 1,850 crore
(USD 410 million).
In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467
billion worldwide. Expenditure on ads have been increased in January 2012, the year-over-year
change grew steadily in the subsequent months. By March 2012, global ad spend was 4.5
percent higher than in March 2011.

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Chapter 2
Advertising Medium

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Advertising Strategy
Advertising media are the means to transmit the message of the advertiser to the desired class
of people. Channels or vehicle by which an advertising message is brought to the notice of the
prospective buyer. Your choice of media depends on why you are advertising.
Media selection and placement is the full-time occupation of many people in large companies
and advertising agencies. If you‘re embarking on an extensive advertising campaign, you might
consider consulting a media placement expert.
Choosing the best media for your advertising depends on four factors:
1. Your objective: What you want the advertising to accomplish by when? Knowing what you
want to accomplish is critical. Your advertising objectives should be clear and written. Writing
them down forces you to be specific! These objectives should be part of your promotion plan.
Most importantly, your advertising objectives should be something that advertising can
accomplish. That may sound strange, but advertising can accomplish some things better than
others. Advertising can accomplish a shift in perception or create awareness; but-aside from
specific adaptations of advertising-advertising alone can't create a sale! Many inexperienced
advertisers think that Advertising = Sales, but that's an advertising myth.
2. Your target audience: Who and where are the people you want your message to reach?
Take time to carefully define your audience. Certain media will have stronger appeal to some
groups than others. Narrowing down your audience will help you make wise and cost-efficient
media choices. For example, the provider of a pet product might advertise in magazines or
newsletters for pet owners. Additionally, this business owner may look for special ad
placements, such as placing an ad in a special, one-time feature section in the local newspaper.
To reach all people, an advertiser would have to buy virtually all media-who can afford that?
Even advertising giants like Coca-Cola and McDonald’s target their advertising so they don't
Waste money.
3. Your message and frequency: What do you want to say and how often do you need to say
it? The media you choose should carry your message effectively. If you have lots of information,
don't choose a 30-second radio spot. If you need to show your product in action, don't choose
any print medium. lf you need a message repeated with high frequency, for example "Sale ends
in two days," you would not choose a weekly magazine where you would get one exposure, but
you might choose radio where your ad could run periodically day and night.
4. Your budget- It almost goes without saying, but your budget is probably the single most
influential factor in your advertising plan. lt might make all the sense in the World to place a ad

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or a full-color advertisement in a prominent magazine. Your budget should be established and
written out. The advertising budget is part of your marketing budget.
There is no dearth of media today. It may be direct or indirect. Direct method of advertising
refers to such methods used by the advertiser with which he could establish a direct contact
with the prospective hand involve the use of a hired agency for spreading the information.
Most of the media are indirect in nature, e.g., press publicity, cinema, etc. The various media
that are commonly used are being explained here under:
 Newspapers
 Magazines
 Internet
 Direct Mail
 Radio
 Broadcast TV
 Cable TV
 Transit
 Outdoor/Billboard

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1. Newspaper Advertising: Newspaper (Hindi or English) (morning or evening editions) are
bought largely for their news value as such they are most appropriate for announcing
new products and new development of existing products. The choice of a particular
news paper for advertising depends upon many factors i.e., circulation of the
newspaper, the type of readers it serves, the geographical region in which it is popular,
the costs of space and general reputation of the paper etc.
Advantages
 Newspapers are still the number one media for local advertisers in terms of where
advertising dollars are spent.
 Daily newspapers reach a diverse (or broad) audience.
 The audience is local/y or regionally concentrated.
 Consumers often look for ads in newspapers, so their mood may already be more
receptive to your message.
 Newspapers deliver timely messages because they have an established, regular
publishing schedule such as daily, weekly or monthly. This allows you to tailor your
message to Current events, such as weekend entertainment or April tax time.
 The immediacy of a daily newspaper's news will cause readers to pick it up-Within
predictable time frame (Le. Tuesday's paper is usually read on Tuesday) so advertisers
know when readers receive their messages.
 Copy space is unlimited ln newspapers. You can write long explanatory copy or a few
bulleted lines. Of course, longer, bigger ads cost more.
 Technology is improving newspapers' Capabilities to create clear photos, better colors
end to use new techniques such es scented inks. (See "Reproduction of Photos" below,
though.)
 Readers are active/y involved in reading the paper. The fact that they must hold it and
turn the pages produces a higher level of attention.
Disadvantages
 Limits specific audience targeting. You may only want to reach bike owners, but you'll
pay to reach the newspaper's entire audience. However, some papers offer "zone
advertising" which allows you to run an ad that is seen only in part of the coverage
area. For example, you could piece an ad for your pizza delivery service in the
"Northwest News" insert section delivered only with the newspapers in the northwest
part of the City or newspaper Coverage region.
 Reproduction of photos has long been considered a disadvantage to using newspaper
as an advertising medium, although technology has allowed great improvements. The

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problem is created because newspapers must use inexpensive paper to keep their Costs
down. After all, no one wants to pay $2.95 for a daily newspaper! However, Inexpensive
paper does not hold ink as well as higher grades of paper and that affects the clarity of
pictures.
 Many advertisers consider newspapers the best medium for local reach. This can create
heavy -competition inside the paper for local businesses. You may hear this referred to
as "clutter”.
 Newspapers are not popular with all age groups. Their strength seems to lie with the
aging Baby Boomers. Many newspapers are starting pages and sections designed for
young adults, teens and kids, but the effectiveness of these efforts in terms of
advertising draw is still not proven.
 Newspapers ere static and two-dimensional. Electronic newspapers may change this-in
the future.

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2. Magazine Advertising: Another medium under press publicity is magazines and journals.
They also offer good facility because magazine are read leisurely when the reader is
mentally prepared to receive advertisements.
Advantages:
 Selecting a targeted audience can be easy. Furthermore, some magazines have images
of their own. They might be considered an authority in their subject area or prestigious,
hip, reliable, etc. and this image can "rub off" on advertisers' messages.
 Magazines have quite a range of layout flexibility. Ads can contain color or fragrance
samples. They can have moving pieces, pop-ups, or carry microchips for sound. Photos
can bleed off the page or fold out to larger sizes. This provides advertisers with many
options for creating attention-grabbing ads.
 Magazines have a long life span. People often save magazines to read at a more leisurely
time. When a magazine is read over the weekend or on vacation, the ad is still there and
the reader may be in a receptive, rather than rushed, mood.
 Great color and photo reproduction are possible in magazines that are printed on a high
quality paper.
Disadvantages:
 Because most magazines are printed on slick paper that makes for excellent
reproduction, the costs are higher-to the consumer and to the advertiser.
 The timing of reader exposure to your ad is less predictable. Most magazines carry more
features than hard or breaking news, so reading can be delayed, and some ads could go
out of date before they are seen.
 Deadlines for placing advertising are one month or more before publication. This means
an advertiser must begin work on an ad long before it will be seen by the target
audience. This often precludes small advertisers who leave advertising planning to the
last minute from using this medium.

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3. Internet Advertising: There are two primary ways to advertise on the Internet:
a) Register your Web site with major Search engines so internet visitors can find you.
b) Place an "ad banner" for your site on another Web site that has a lot of traffic (viewers).
Ad banners allow viewers to link to your site when they click on the banner.
Advantages
 Relatively cost-effective. The costs can also be independent of the size of the audience.
For example, a Web presence will cost the same regardless of how many viewers your
site has. (You will, however, need to make sure your Internet Service Provider can
handle the volume of viewers you anticipate having.) '
 Advertisers can target specific types of Viewers by positioning an ad banner on related
Web sites. For example, if you're targeting people seeking information on a specific
topic, you can purchase ad space on Web pages that are related to this category in the
major search engines (Yahoo, lnfoseek, Lycos, WONET- The Women's Online Network,
etc). So, an organic herb farmer selling through mail order might advertise through the
"organic foods" or "gourmet cooking" category. The indexing structure of these sites
allows you to target your audience by geographic location and related, 'Interest area.
 Messages can be timely because editing the content is often easy and instantaneous.
 Ads on the Internet can be interactive. You can request viewer feedback, take-orders or
answer questions instantly.'
 Ad banners can run with as much frequency as you choose. The Internet is constantly
available!
 Internet advertisers can potentially reach a global audience. Aside from language
barriers, anyone at any location in the world can access information about your
products or services.
Disadvantages
 Internet advertising should not be approached in a vacuum. Instead, it should be one
component of a Comprehensive Internet marketing strategy.
 Although the popularity of the Internet is rising remarkably, it is difficult to gage the
impact of advertising on the internet.
 The range of costs to advertise on the internet can vary greatly. It is best to compare a
number of highly-frequented sites to determine the best Way to spend your advertising
dollars.

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4. Direct Mail Advantages :
Advantages:
 Allows you to target your message to a very specific audience. Pick one street near your
house or all residents of a City. Target whole college or just a single student in a college
who owns a car. Mail to all of your customers or just to those who spend an average of
$25 per visit to your store. The possibilities are as endless as your mailing lists accuracy
allows.
 This is a relatively expensive medium. However, if you are able to focus on only high
probability purchasers, cost effectiveness can be good.
 Direct mail messages can be personalized to add reader appeal.
 You can evaluate its effectiveness. lf you compare the number of responses to the
number of people mailed, you can calculate the response rate. If you include coded
coupons or response cards you can keep track of exactly who responded and from
where.
 MaiI readers are actively involved. People read their mail when they choose. So, for at
least second or two, your message will have their undivided attention while they open
and scan it.
Disadvantages
 Many people don't like unsolicited offers and many are skeptical of their validity.
 Increasingly, busy people don’t even open what they view as "junk mail.”
 Using this method of advertising requires thorough maintenance of mail lists. Many
advertisers do not like to bother with updating mail lists. With outdated lists, however,
mail goes to undeliverable addresses and wastes your money.
 Mail may contain out of date messages, spell names wrong, or address a person who
has died and these kinds of errors annoy, or Worse yet offend, the recipient.
 Some groups are concerned about the environmental impact of resources used for
advertising mailings.
 This is a relatively expensive medium.

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5. Radio Advertising:
Advantages:
 Radio messages are mobile. They can be heard at Work, on the beach, in the shower, in
the dentist’s chair or even while shopping in your store.
 Radio is an intrusive medium. A listener does not have to be actively involved in getting
your message to hear it.
 Radio allows for target selection based on:
a) Geography- listeners Will be in a Concentrated area defined by the station's signal
b) Time of day- the audience will change between morning drive, midday and overnight
programming.
c) Format- different audiences can be reached by choosing different formats such as
talk radio, alternative rock, blues rock, classical, easy listening, etc.
 Depending on availability, it's often possible to get an ad on a station on short notice.
This allows advertisers to react to sudden developments, such as a retailer selling fans
reacting to a heat wave or a competitor‘s special offer.
 Your message can run with as much frequency as you choose (or the station's format
allows). For example, you could run an ad once a day for a year or twice an hour for day.
 Radio is mostly local in its appeal. You can tie your message into local events, weather,
or locations to heighten the relevance of your message to the listener.
 Your radio ad has a Voice. It can be friendly, serious, sad, childish, macho, and
humorous- whatever suits your message. Above all, the voice can be conversational, a
quality that makes it very easy to listen to and understand.
 Radio time is relatively cost-efficient to purchase.
 Radio ad production is fairly Simple. Send a finished spot, a script or a fact sheet to the
station and they will take it from there. Many will create the spot you want to run on
their station for free.
Disadvantages
 Radio has no visuals. Don't use it to talk about a product that a listener may not
understand. Some ads use "the theater of the mind" very effectively to create pictures
in a listener's head (like when you hear a pop can open and someone drink). Be careful,
though. This type of ad should be done well and may call for a professional Writer-an
extra expense that is well worth it in the long run.

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 Some radio audiences may be "fragmented,” For example, if there are four stations in
the market that appeal to women 25-49 years old, then an advertiser may have to buy
all four to effectively reach that group. This can be Cost prohibitive.
 Air "clutter" is a problem. Your ad may be first, second, sixth or tenth in a commercial
break. This can detract from the attention level.
 There is no hard copy. Your ad airs and then it‘s `gone. lf a listener missed an important
piece of information, like a phone number, there is no way to know when it will be on
again. (There are Writing tips and placement plans you can use to minimize this
problem.)
 Station-produced ads use station talent. It's free and that's good, but you run the risk of
the ad sounding very similar to other ads produced by the station and also to the DJ's
regular on-air conversation. This sameness can detract from the listener’s attention
level.

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6. Broadcast TV Advertising: Broadcast TV is "free TV" transmitted over the air and is most
commonly associated with large TV networks such as ABC, NBC, CBS and Fox.
Advantages:
 TV offers your message sight, sound, motion, color and all the special effects you can
afford. lt is a powerful medium with sensual impact.
 TV ads are intrusive in nature. The viewer does not have to be actively involved to
receive your message.
 TV allows for target selection based on:
a) Geography- Where the signal reaches. (Don't forget to check if the station is carried
elsewhere on cable TV.)
b) Time of day- Different target audiences watch TV at different times.
c) Program- Certain programs or kinds of programming will appeal to certain groups.
Observe the ads carried by a particular show. You can make some assumptions
about who is watching, but for certainty about where and when to place your ad,
seek the help of a media buyer or a TV rep.
d) Network- Some networks, like Nickelodeon or ESPN, have identifiable audiences that
may match your target audience.
e) TV still has a certain prestige or glamour that can enhance your message. Some
consider it "the big league" of advertising.
 TV is costly, but because it may be targeted, it may be quite cost-effective.
 TV ads can engage the viewer's emotions and empathy. You can see joy or hurt in
someone's eyes, you can hear a voice tinged with the pain of a headache or the pride of
a new parent, you can watch in amazement-or in disbelief-as a product is demonstrated.
 Most TV is viewed at home. People feel safe at home and they aren't exposed to what
others think. lf they've been worried about aches and you have a message about how to
cure them, you've got a listener and, hopefully, a customer.
 Because of all the above, TV advertising is especially effective in helping to create an
image for a product or company.
Disadvantages
 To advertise on TV, you must produce a spot or pay to use one produced by someone
else. Production fees on top of the cost of air time makes TV spots cost prohibitive to
many advertisers.
 TV seems complicated to small advertisers. lf you think it is the right medium for your
message, don‘t be put off by what you don't know-call a station or an ad or production '
agency for help.

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 Messages get "zipped" as viewers click to other channels end "zapped" as viewers mute
them or turn them off.
 Viewers that have grown up with TV and big-screen special effects are somewhat
skeptical, if not downright cynical, about what they see. They don't appreciate
gimmicks.
 Although TV can be targeted by geography, time of day, programs and networks, it is
still a broadcast medium with a broad, non-targeted reach. Cable is considered "narrow
cast" and is a good, viable medium for reaching specific groups.
 Audiences are more fragmented than ever as the number of channels increases, not to
mention alternative uses for sets like video games, computer hook-ups and movie
rentals. The days of any message reaching 40 percent or even 30 percent of the viewing
audience on one network at one time are past.
 Commercial breaks in programming are becoming more "cluttered,” Your spot may be
first, third or seventh in the lineup. The viewer‘s attention level can be affected.
 Because TV is still considered by many to be "big league" advertising, small advertisers
run the risk of looking amateurish next to a national advertiser with a slickly produced
spot. There is some merit to looking like a friendly, small or local advertiser, but don't
accept sloppy production in order to cut costs. No amount of savings is worth the
damage you can do to the customer's perception of your business or product.
 Buying TV time is fairly complicated. The help of an expert adds to your costs, but may
cut your losses, too.

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7. Cable TV advertising
Advantages
 You can buy time on programs that have very specific audiences. For example, you
might buy onto a show that is about caring for infants to reach young mothers, or you
might buy onto a show about sewing, wallpapering, landscaping, auto repair, local
musicians, book reviews, etc. and a more clearly defined audience than if you bought
time on a network show with bigger ratings and a higher price tag.
 The cost is lower than broadcast TV because you are reaching a smaller audience.
 Production Costs may be more affordable.
 You may find more innovative production people here. Often cable production teams
hire young writers, producers and technicians who want experience and are eager to
work with you. They are often on top of new trends and techniques.
 Because cable only reaches into linked homes, you know who your message is reaching.
These homes may be concentrated locally. Super-stations are different they reach huge
cable audiences and charge accordingly.
Disadvantages: Almost all the advantages of advertising on cable TV have a flip side
disadvantage.
 Small reach.
 May have less experienced production crews.
 Reaching specific customers, but not reaching potential customers.
 Cable TV as a Whole is drawing huge numbers of viewers, but because of the increasing
numbers of viewing choices, audiences can be very fragmented and viewers may stay
with a program for a shorter period of time. ("Fragmented" is explained above in "Radio
Disadvantages.")

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8. Transit Advertising: Transit advertising includes ads seen on buses, subway cars and
entries, trains and taxis.
Advantages:
 Exposure to one ad can belong if ad is inside a transit vehicle.
 Frequency, the number of times a Viewer is exposed to an ad, may be high if the viewer
uses the same method of transportation repeatedly. For example, a person may ride the
same subway to end from work 10 times e week.
 Ads on the exterior of buses and cabs are seen by large and diverse audiences. You can
also say that some of the audience is captive, too, if you consider the number of drivers
stuck behind a bus or the number of walkers waiting for a stopped bus to move past.
 The ad message can be timely because often the person riding mass transit is on them
way to shop, eat or visit an entertainment outlet.
 Ads can be geographically targeted because you know the people are all in a certain
area at a certain time.
 Ads can be somewhat lifestyle targeted, some transportation travels through very
distinctive neighborhoods.
 This method of advertising tends to be quite inexpensive in both absolute and relative
terms.
Disadvantages
 Your ad design is usually limited to the size of frames or holders you ad will be placed in.
 People on mass transit are often not in a receptive mood or they may be so used to ads
appearing in certain spaces that they don't even see them.
 Transit ads are hard to target. Your ad reaches e lot of people, but many are not even
potential customers.
 You may not have mass transit in your advertising area. For example, many cities and
towns don’t have subways or bus service.
 Subways, buses or other mass transit environments may not suit the product image.
 The surroundings may detract from your message. A mud-splashed bus or a crumbling
subway entrance well may not be the showcase you had in mind!

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9. Outdoor/Billboard Advertising
Advantages:
 Big, splashy messages attract attention. Using this medium you must be short and to the
point!
 Your ad has impact. Technology is allowing for more and more innovations like talking,
moving, smoking, changing and twinkling billboards. Hot air balloons, blow-ups, flags,
banners and other eye-catching devices are an option, too. You can even hire "rolling
billboards" on the back of a truck that drives a route you choose to make sure your
billboard is seen by the right audience numerous times.
 Your ad reaches lots of people, many of whom see it repeatedly as they travel regular
routes.
Disadvantages
 It’s hard to reach a specific audience. You might be able to target a neighborhood, but
can’t be more specific than that.
 Your creativity is inhibited by space limitations.
 It's hard to measure its effectiveness.
 Your ad may become weathered or vandalized.
 Costs can be quite reasonable for a billboard that you want to leave up for a sustained
amount of time. However, innovative adaptations can become quite expensive.

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Chapter 3
A Study on business houses in Indore

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1. Morni Sarees
Morni Sarees is one of the most leading Manufacturers, Suppliers and Exporters for qualitative
fashion sarees and also offers a wide range of Sarees, Lehnga, Salwar Suits and Dress Materials.
It was incepted in 2009 in Indore. Mr. Manish Agrawal and Mr. Govind Agrawal owe this firm as
Morni Sarees pvt.ltd. Indore. Under the clever guidance of their mentor, Mr. Yudhishthir, their
company’s names has become a kind name in the field of Indian cultural saree and are
continuously reaching towards gaining more market coverage in industry area. Experienced
designers & their inventive designing skills assist them in crafting beautiful Indian attires
insisted by large customers.
Morni Sarees is primarily recognized for its exquisite Printed, Designer and Traditional sarees.
There products are the artistic examples of the various art forms in India, starting for designer
hand embroidery, all kinds of traditional.
Collection Range
 Designer Party Wear Saree
 Hand Embroidery Saree
 Chiffon Saree
 Exclusive Fancy Saree
 Printed Saree
 Chicken Work Saree
 Wedding Saree
 Designer Saree
There range discovers the newest fashion trends established in the society. Its products are
sole in designs and are supreme in color combination. Keeping a check on the fast changing &
growing fashion trade, they offer an array that is cherished by our customers across worldwide.
Qualities of Morni Saree?
 Quality range
 High-tech Infrastructure
 Skilled workforce
 Customization
 Competitive pricing
 Ability to meet mass requirement
 On Time delivery

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2. FYI – For your information it’s Maggi
A mouth watering experiment with a mind blowing taste is the only mantra to grab the
audience specially youth to the destination, passed out from proton business school in 2009,
two friends started a Maggi lounge at the most happing place of Indore 56 Shop. FYI Maggi (for
your information its “Maggi”) is known for its yummy delicious experiments resulting into
various recipes with maggi. The center has an innovative and creative aroma which is the best
hang out place for youth. The concept was started by 2 college friends passed out from
Proton Business School initiating a new business plan in Indore. The business then got spit due
to internal issues the in two parts. FYI serves various sweet and spicy flavors with maggi, along
with maggi kababs as add on recipes. Adding some spice to the current business FYI has opened
its franchise at scheme no 54, saket, chappan, etc. It is also expanded its business by offering
franchisee. It is now also opened in parts of Delhi, Surat, Ahmadabad, etc.
FYI center is now run by Yash Bargle. He is the Managing Director in the organization. Mr.
Dushant Ghai is the Marketing Head. Nakul Wagve is the General Manager and Abhishek Nagar
is working as Operation Manager.
Their famous products are:
 BRB (be right back): Hot maggi tossed in green chilies.
 TTYL (talk to you later): Maggi with red chilies and schezwan in it.
 ASL (age sex & location): Maggi with a desi style.
 WOW : Maggi shoved in bread loaf
 PS (post script ): A platter of maggi kababs
 HMM : Maggi in chowmien style
 BTW(by the way ): Maggi with Extra cheese and creamy butter
 FAQ(frequently asked questions): Maggi with corns and veggies
 KO (knock Out): With punjabi tadka in your maggi
 LOL (laughing out loud ): Maggi with cheese butter , veggies , garlic etc
 OMG (Oh My God): Maggi in pasta sauces.

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3. Gangwal- Delicious treat to eat
It is one of the preeminent processors, wholesalers and exporters of a wide variety of Agro
based products that include Flour, Spices and Instant Mixes. These are hygienically processed at
their advanced processing unit. They make use of quality ingredients such as gram, wheat and
spices. These products are widely used in households, food processing industry, bakeries, hotels
and restaurants. The products offered by them are categorized into the categories:
Unadulterated, Longer shelf life, Free from additives and preservatives, highly nutritious, finely
grounded, and Homogeneous.
In order to meet the ever increasing demands of the market, they have developed a state-of-
the-art processing unit. The unit sprawls across a wide area and is facilitated with
technologically advanced machinery and equipment. There machines are efficiently operated
by the experts to ensure timely delivery of consignments. Further, the experts take necessary
steps regarding the maintenance and up-gradation of the machines at regular intervals. This
ensures smooth and effective production of our range of Agro based products that include
Flour, Spices and Instant Mixes. Following are some of the machines that are used at our
manufacturing unit -
 Mixers
 Grinders
 Milling machines
 Sieving machines
 Packaging machines
They have formed a team of adept professionals, which is the backbone of the organization.
The team is well versed with the intricacies of the industry and holds immense expertise in this
field. Their team operates the entire process, starting from the procurement of raw material to
the last stage of delivery, with utmost efficiency. All the team members work in close
coordination with each other, which enables us to meet the targets within stipulated time
frame. Following are some of the key professionals of our team –
 Procuring agents
 Processing personnel
 Quality controllers
 Packaging experts
 Sales and marketing personnel
 Skilled and semi-skilled laborers

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4. Anand Shree Fruit Bonanza
Anand Shree Fruit Bonanza is known for fruit based products like shakes, juices, ice-cream and
sundaes in Indore. They have been serving the city from last 40 years. Initially the shop was in
Rajwada in fruit market but it has now opened its three more outlets in different areas of
Indore, they are:
a) In Race Course Road (opened in 2004)
b) In Navneet Tour, Old Palasia (opened in 1998)
c) Near Bombay Hospital (opened in 2012)
Mr. Jagdish Dhawan is the managing director of Anand Shree Fruit Bonanza. Mr. Kunal Dhawan
and Mr. Karan Dhawan are the co-owners.

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5. Mahindpurwala Furniture
Mahindpurwala Pvt. Ltd is serving the people since 1885. It is one of the oldest well known
brands that originated from Indore. It offers contemporary luxurious furniture to the world. It
was initially opened in Siyaganj but now has two more centers in Palasia and A.B road. It has
high quality, cutting edge, glamorous furniture, accessories, art and lighting, outdoor are
available at value prices. They are the manufacturer, supplier and exporter of:
 Wooden furniture
 readymade furniture
 kitchen furniture
 mattresses, and
 furniture fittings
It was started by Lt. K. Mahindpurwala. Now the business is managed by his son Mr. Babu Bhai
Mahindpurwala (76) and daughter-in-law Ms. Sakeena Mahindpurwala. Mr. Tanveer Khan is the
service manager.
It is a strong local brand with specialist knowledge. It is unique in its construction and
execution. Favorable demographic shifts and increased purchasing power provides good
opportunities to their business.

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6. Sahil Developers & Group
It is a promising Real Estate enterprise known as Sahil Group of Companies. The company was
started as a proprietorship Firm by Manish Tiwari in 1998 which later on converted into a
partnership firms as well as expanded in form of Pvt. Ltd. Company. It started Construction
business as contractor and started erecting its own buildings & in need of more expansion
group moved in to various partnership firms & Pvt. Ltd. Co. as mentioned below.
 Sahil Group of companies
 Sahil developers and Group
 Sahil Infrastructure
 Sahil Infrareal Pvt.ltd
 Sahil Crystal Realities
 Sahil Infrareal and group
 Sahil Enterprise
Sahil Developers and Group, was established in the year 2000 and incorporated in the 2004, to
kick start the process of the growth in the area of real estate in Indore, M.P. and is now
reckoned as pioneer in housing and commercial development sector. Sahil Developers and
Group is one of the fastest growing companies in the Realty Sector in the state and has posted
more than 50% growth during the last three years in terms of revenues as well as avenues. The
company and its associates are developing high end residential and commercial projects, Sahil
Developers &Group are confident to be among the front runners in the realty sector in Madhya
Pradesh.
Sahil Developers & Group, over the last 10 years, have posted growth by investing in variety of
systematically identified business areas and thus making them a well-diversified company with
interests in wide range of projects. The company is now acknowledged for quality,
commitments, integrity and timely execution of projects with innovative technology and value
additions, not only by their buyers and business partners but also by peers.
During the course of journey of growth and expansion, the company has already built-up a
sound financial base, modern construction infrastructure, advance MIS systems, core team of
highly qualified& experienced professionals, dedicated knowledge-workers & manpower, and is
surging ahead to undertake many large projects simultaneously.

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7. Pakiza
Pakiza is a legacy which had begun with humility back in 1975. It’s Pakiza Retail which actually
introduced the mall culture and retail business in the state of Madhya Pradesh. The small shop
with hard work and determination has transformed into chains of mall across the state of
Madhya Pradesh. And with the time Pakiza too has advent into the digital world by opening
of ecommerce portal for the convenience of its consumer in and around the state. They started
the business on a cart with an earning of Rs.102 on the first day of their business and last year it
had a turnover of 100 cores.
Presently spreading over the spacious area of 1, 75,000 square feet, its departmental store is
catering to the demands of the masses in Indore. It houses outfits for men, women and
kids, FMCG, Textile and other household goods and articles. Thus, making it one stop solution,
for all without pinching the pocket. In addition to product satisfaction and affordability the
other most important attribute of Pakiza is its emotional connection with the consumers and
this allow Pakiza to fetch confidence of the consumer. The services and the quality product are
good catalyst to bring shoppers of all age to the departmental store. The services given by the
store set it apart from it contemporaries; as Pakiza strongly believe in emotional connect with
the consumers and so takes pride in Mehman Nawazi with amenities like free popcorn, soft
drink and application of mehandi.
Pakiza is one stop destination for all products ranging from lifestyle to accessories to grocery to
household products. Pakiza Retail also has its own e-commerce portal for all its consumers
across the city Indore and other towns in and around the city. Pakiza Retail has taken the
platform of online shopping with the motive to provide quality products at most reasonable
cost.
Mehboob Gauri looks over the finance and accounts department of the Pakiza retail outlet. Mr.
Nadeem Gauri looks over the sales, Hr, marketing, new business development and
maintenance. Mr. Wasim Gauri looks after the purchasing, warehousing, transportation and IT.
Other than Indore they have their outlets in Buranpur and Devas and are shortly opening new
outlets in other parts of M.P i.e Ratlam, Jabalpur, Gwalior, etc

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8. Apna Sweets
Established in 1987, Apna Sweets is a renowned name engaged in offering premium quality
sweets and namkeens. Pappu Bhayia is the owner of Apna Sweets.
Over the years the Apna Sweets has maintained this tradition and people have kept coming
back for the finest quality sweets and namkeens. Their Journey started as small sweet shop at
Malganj Indore and they make it their tradition to provide good quality and taste to their
customers. There is a true success story as they had started as a single sweet shop but with a
sheer passion to grow, they today have a chain of sweet shops & Restaurants under the brand
name of Apna Sweets. It is result of blessings of Lord Ganesha and tradition of making relations
by providing finest quality goods they currently have six restaurants in Indore and planning for
some more. Apna Sweets is also recently opened in Devas and is planning to develop its
business in other parts on M.P.
Go anywhere in Indore and you will find Apna Sweets always near you with same quality and
taste. The main reason for their popularity has been the quality of the sweets. It is made of
pure and high quality food products and ingredients, the sweets maintain the pure traditional
Indian taste and are absolutely fresh. They make their own brand name as "Apna" acronym of
"Our Family", as per name "Apna" denotes we are connected in relationship as family. "Healthy
food keeps healthy people". With their existing products they have also introduced "Indi Pizza"
with Tagline "India Ka Pizza", they prepare pizza with deshi Indian style. It is made of flour and
cooked on tandoor which kept it protected from harmful radiation of oven. Cheese used to
make pizza is homemade; there is no fretting about non-vegetarian content of processed
cheese.
Apna Sweets has a huge plant for Namkeen production at village Machal near Indore on Dhar
Road. It is surrounded by our own farms. Major spices for their namkeens are produced in their
farms. A variety of export quality namkeens are produced here. Namkeens are produced as per
international standards maintaining hygienic quality
Their products are:
 Kaju Sweets
 Bakery Products & Indian snacks
 Chaat
 Namkeens
 Fast food
 Dry fruits
 Bengali sweets
 Indi Pizza

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9. Yupp Events
Celebration and occasion bring joy and happiness in everyone's life. India is a land of festivals,
fairs, cultural occasions and various events. Yupp Events helps to meet your event successful.
Yupp Events is a team of young and dynamic people wanting to explore and create and make a
difference to the world of Events & Entertainment. It was established in 2011 under the
partnership of Mr. Dharmendra and Mr. Ankit Choukse in Indore.
Company provides events management services in all major cities of Madhya Pradesh.
Company first understands client's requirements and then manages events according to
celebration.
Sharing your responsibilities in good times, they offer a comprehensive bouquet of event
management service in India. Be it planning for a wedding, birthday party, organizing
conferences and launches they assure quality, efficiency and promptness in their services.
We also offer Event Planning & Event Management Services for personal events, corporate
events, marketing events, seminar, sports events, trade fair, consumer shows and product
launch.
Their services are categorized below:
• Wedding Management
• Celebrities Management
• Birthday Parties
• Anniversary Parties
• Live shows, Fashion Shows
• Annual & Award Function
• Corporate Events & Seminars
• Brand Promotions
• Exhibitions, Road Shows
• Product Launching
• Press Conferences
• Media Planning

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10. Chattar Pattar- 6 flavored pani puri
The company was started by two ex-Infosys employees, Aarti Sirsat and Prashant Kulkarni.
The first outlet was started on 14th of October 2011. Prashant Kulkarni has done Bcom (Hons)
and has done MBA (Ecommerce). He worked at blue chip tech giant Infosys for about two
years.
On being asked how did he hit the plan to start this business he told ‘When I was working with
Infosys, I had Pani Puri from a street vendor. That had hit me hard. I had food poisoning
because of it. Following this, I did not have Pani Puri for around 3-4 months. Being a Foodie, it
was very difficult for me to do so. Then I thought, I am stopping myself there will be others also,
who might be following me and thus avoid Pani Puri from street vendors. Then I put on my
thinking cap and went researching for almost 1.5 years to develop the world’s first Pani Puri
brand ‘Gapagap’. I circulated a form to know about the preference. Then I came to know that
8.5 out of 10 people like Pani Puri. Despite this fact, there was not a single brand in Pani Puri.
Everybody was a local player out then. It helped me to create a standardized flavour which
everybody can enjoy across the country.
Since the company is a kind of Indian street Food Company, the name is also Indian- “Chatar
Patar- Khole Muh Ka Shutter".
The organizational chart of the company is as follows: Ms. Pooja Waadmani and Mr. Bhavic
Naswani looks on the overall development. Now the company has its branches in parts of
Gujrat like Baroda, Ahmadabad, Surat.

36
Surveys are one of the most popular ways to collect evaluation information. Most of us have
conducted survey of one type or another. This manual is written to help community –based
educators improve their practice. It is designed to provide basic information and practical tips to
help you design and implement better quality surveys. It provides:-
 Guidelines for choosing a survey method that is appropriate to your needs.
 Steps in survey planning to help ensure thoughtful, successful surveys.
 Tips for implementing mail and telephonic survey
 Ways to increase response rate.
 Suggestions for discussing results when response is less than expected.
This manual does not cover date processing and analysis or using your survey results
questionnaire construction and sampling, important aspects of survey design, are covered in
companion.
What is survey?
A survey is a way to collect information directly from people in a systematic, standardized way.
Surveys are uses questionnaires that ask the same question in the same way to all the
respondents. Data collected in this way can be used to make interferences about the population
of interest (e.g farmers in your country, parents who attend a parenting workshop, etc.)
information can be collected about people’s opinions, knowledge, attitudes, beliefs, behaviors,
plans and background. Surveys are used in needs assessments and opinion polls as well as to
evaluate the process, outcomes and impacts of the programs and policies.
Survey can be carried out in a number of different ways; though emails, over the telephones, in
face to face interviews as handouts. In can be done electronically or combination of these
methods. They can be conducted at a single point of time, at repeated times or concurrently with
multiple samples. Survey may be used to collect information form relatively small number of
people or from many thousands. They may be used to collect information from all the members
at a particular group or from a sample of the target population.
When is survey appropriate?
A survey is most appropriate when your evaluation questions and information needs best
answered by the people’s own report of their opinion and behaviors. Often there are also things
we cannot see directly such as believes and attitudes or we may be able to observe people’s
action such that their daily consumption of fruits and vegetables, so we have to ask them.
Not all information is best collected through a survey. It may be more direct and useful to use
another method. A variety of other methods exits, such as:-

37
 Observations
 Existing data, records, documentation.
 Test abilities
 Case study
It is most important to be clear about the information you want and need to collect. Then you can
decide if a survey is appropriate. If your purpose is to find out the percentage of individuals who
think or do something and the information is not available from the existing sources, a survey is
most likely appropriate.
Choosing a survey method
There are 5 survey methods: mail, telephone, face to face, and electronic. Each method has
advantages and disadvantages. No single method is superior to other. Each needs to be assessed
in terms of the survey content, respondent characteristics, timeline and available resources.
 Survey content
 What type of question will be asked? How complex or sensitive are they?
 What people will be more likely to understand and respond to questions presented in
print or orally?
 Respondent characteristics
 From whom do you want to collect information?
 What is the easiest way to reach them?
 Do you have certain characteristics that rule out one method over another?
 Timeline
 How quickly do you need results?
 Available resources
 Who will work on the survey?
 Will you be helped from outside experts in planning and managing survey?
 What facilities do you use?
 How much money do you have to spend?
I have used Telephonic and personal interview method.
Personal, or in-depth, interviews are a qualitative research method, where individuals are
interviewed in private on a given research topic. The number of participants varies but it is
common to interview 10 to 15 individuals for each research project. Sometimes personal
interviews are used alongside other quantitative or qualitative research methods, such as focus
groups or surveys. Personal interviews are particularly effective in obtaining people’s
understanding or attitude towards a certain subject. Just like focus groups, they are well suited

38
for topics on which there is little prior knowledge or if topic is of a sensitive nature. Personal
interviews are often preferred to focus groups when the topic is sensitive or if well known or
competing individuals are being interviewed. The aim of personal interviews is to get insight into
the ideas and attitudes of people on a given topic but to never generalize based on the results.
The interviews usually take place at the University, office but can also be done at the
respondent’s home or work place, whatever suits the respondent. There are many different
methods of choosing participants, depending on the nature of the research. Participants may
come from a predetermined group of people (e.g. CEO’s of companies) or they may be chosen
randomly from the national register and asked to participate, given they fulfill the conditions of
the research. The interviews are recorded and then analyzed later.
Comprehensive experience, precision, and good organization are key issues to ensure good
results from personal interviews.

39
Personal interviews
Personal interviews are a way to get in-depth and comprehensive information. They involve one
person interviewing another person for personal or detailed information. Personal interviews are
very expensive because of the one-to-one nature. Typically, an interviewer will ask questions
from a written questionnaire and record the answers verbatim. Sometimes, the questionnaire is
simply a list of topics that the research wants to discuss with an industry expert. Personal
interviews (because of their expense) are generally used only when subjects are not likely to
respond to other survey methods.
Types of personal interview
The two main types of interviews conducted in marketing research are structured and
unstructured.
 Unstructured informal interview
The unstructured informal interview is normally conducted as a preliminary step in the research
process to generate ideas/hypotheses about the subject being investigated so that these might
be tested later in the survey proper. Such interviews are entirely informal and are not controlled
by a specific set of detailed questions. Rather the interviewer is guided by a pre-defined list of
issues. These interviews amount to an informal conversation about the subject.
Informal interviewing is not concerned with discovering 'how many' respondents think in a
particular way on an issue (this is what the final survey itself will discover). The aim is to find out
how people think and how they react to issues, so that the ultimate survey questionnaire can be
framed along the lines of thought that will be most natural to respondents.
The respondent is encouraged to talk freely about the subject, but is kept to the point on issues
of interest to the researcher. The respondent is encouraged to reveal everything that he/she feels
and thinks about these points. The interviewer must note (or tape-record) all remarks that may
be relevant and pursue them until he/she is satisfied that there is no more to be gained by
further probing. Properly conducted, informal interviews can give the researcher an accurate feel
for the subject to be surveyed. Focus groups, discussed later in this chapter, make use of
relatively unstructured interviews.
 Structured standardized interview
With structured standardized interviews, the format is entirely different. A structured interview
follows a specific questionnaire and this research instrument is usually used as the basis for most
quantitative surveys. A standardized structured questionnaire is administered where specific
questions are asked in a set order and in a set manner to ensure no variation between interviews.
Respondents answers are recorded on a questionnaire form (usually with pre-specified response

40
formats) during the interview process, and the completed questionnaires are most often analysed
quantitatively. The structured interview usually denies the interviewer the opportunity to either
add or remove questions, change their sequence or alter the wording of questions.
 Depth interviews
Depth interviews are one-to-one encounters in which the interviewer makes use of an
unstructured or semi-structured set of issues/topics to guide the discussion. The object of the
exercises is to explore and uncover deep-seated emotions, motivations and attitudes. They are
most often employed when dealing with sensitive matters and respondents are likely to give
evasive or even misleading answers when directly questioned. Most of the techniques used in the
conduct of depth interviews have been borrowed from the field of psychoanalysis. Depth
interview are usually only successful when conducted by a well trained and highly skilled
interviewer.
Other instances when depth interviewers can be particularly effective are: where the study
involves an investigation of complex behavior or decision-making processes; when the target
respondents are difficult to gather together for group interviewers (e.g. farmers, veterinary
surgeons, haulage contractors, government officials); and where the interviewee is prepared to
become an informant only if he/she is able to preserve his/her anonymity.
Depth interviews involve a heavy time commitment, especially on the part of the marketing
researcher. Interview transcripts have to be painstakingly recovered, if they are to be accurate,
either from terse interview notes or from tape-recordings of the interviews. This can take many
hours of often laborious work. The transcripts then have to be read and re-read, possibly several
times, before the researcher is able to begin the taxing process of analyzing and interpreting the
data.
An interview is called personal when the Interviewer asks the questions face-to-face with the
Interviewee. Personal interviews can take place in the home, at a shopping mall, on the street,
outside a movie theater or polling place, and so on.
Advantages
 The ability to let the Interviewee see, feel and/or taste a product.
 The ability to find the target population. For example, you can find people who have seen
a film much more easily outside a theater in which it is playing than by calling phone
numbers at random.
 Longer interviews are sometimes tolerated. Particularly with in-home interviews that have
been arranged in advance, people may be willing to talk longer face-to-face than to
someone on the phone.
Disadvantages

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 Personal interviews usually cost more per interview than other research methods. This is
particularly true of in-home interviews, where travel time is a major factor.
 Each mall has its own characteristics. It draws its clientele from a specific geographic area
surrounding it, and its shop profile also influences the type of client. These characteristics
may differ from the target population and create a non-representative sample.

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Telephone Interviews
Whilst telephone interviews among consumers, are very common in the developed world, these
are conducted with far less frequency in the developing world. The reason is somewhat obvious,
i.e. only a relatively small proportion of the total population has a telephone in the house.
Moreover, telephone owners tend to be urban dwellers and have above average incomes and are
therefore unrepresentative of the population as a whole.
To a greater extent, telephone interviewing has potential in surveys of businesses, government
agencies and other organizations or institutions. Even then, it is still the case that telephone
surveys are rarely without bias. Whilst it is true that many businesses have a telephone, small
businesses and even medium-sized enterprises are far less likely to have access to telephones.
Telephone interviews afford a certain amount of flexibility. It is possible, for example, for
interviewers to put complex questions over the telephone. The interviewers can probe, skip
questions that prove irrelevant to the case of a particular respondent and change the sequence of
questions in response to the flow of the discussion, and earlier replies can be revisited. The
interaction between interviewer and interviewee that is possible over the telephone simply is not
achievable through a mailed questionnaire. In comparison to personal interviews, telephone
interviews do not appear to enjoy any margin of advantage. Perhaps the only advantages are
those of speed and cost. Even then, manpower costs in developing countries tend to be very low
and so only speed remains as a potential advantage over personal interviews.
In the developed world, the era of computer-assisted telephone interviewing (CATI) has begun.
Researchers conduct the telephone interview whilst seated at a computer. Responses are entered
directly into the computer, by the interviewer. The screen displays the questionnaire and any
skipping of questions, due to earlier responses directing that some questions are not applicable in
the case of the interviewee, is controlled automatically by the computer. Since the responses are
entered directly into the computer the data is instantaneously processed. The computer can also
be programmed to produce standardized marketing reports.
Telephone surveys are the fastest method of gathering information from a relatively large sample
(100-400 respondents). The interviewer follows a prepared script that is essentially the same as a
written questionnaire. However, unlike a mail survey, the telephone survey allows the
opportunity for some opinion probing. Telephone surveys generally last less than ten minutes.
Typical costs are between four and six thousand dollars and they can be completed in two to four
weeks.
Surveying by telephone is one of the most popular interviewing methods in the USA.

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Advantages
 People can usually be contacted faster over the telephone than with other research
methods. If the Interviewers are using CATI (computer-assisted telephone interviewing),
the results can be available minutes after completing the last interview.
 A true representative sample can be obtained by dialing random digit telephone numbers
within a sampling frame.
 Our interviews CATI software makes complex questionnaires practical by offering many
logic options. It can automatically skip questions, perform calculations and modify
questions based on the answers to earlier questions. It can check the logical consistency of
answers and can present questions or answers choices in a random order (the last two are
sometimes important for reasons described later).
 Our skilled interviewers can often elicit longer or more complete answers than people will
give on their own to mail or email surveys (though some people will give longer answers
to Web page surveys). Interviewers can also ask for clarification of unclear responses.
Disadvantages
 Many telemarketers have given legitimate research a bad name by claiming to be doing
research when they start a sales call. Consequently, many people are reluctant to answer
phone interviews and use their answering machines to screen calls. Since over half of the
homes in the USA have answering machines, this problem is getting worse.
 The growing number of working women often means that no one is home during the day.
This limits calling time to a "window" of about 6-9 p.m. (when you can be sure to interrupt
dinner or a favorite TV program).
 You cannot show or sample products by phone.

44
Research Design
The research design indicates the type of research methodology undertaken to collect the
information for the study.
The study will be exploratory in nature as I would like to investigate the respondeance view
towards advertisement and it medium and the awareness about the advertisement and its
impact on their brand. the study will be conducted through owners survey to collect the
primary data. (interview)
The main objective of using exploratory research is to describe the state of affairs as it exist at
present. It mainly involves surveys and fact findings enquiries of different kinds and discovers
the different perceptions of the owners approach towards the brand and how they use
advertisement to brand their product.
The Sample
A sample size of ten brands that have their origin from the city Indore will be taken for the
study.
The tools
The data collection
Interview would be designed to gather the necessary information from the interviewer. For the
research purpose telephonic and personal interview will be considered.
Data Analysis
The data is collected through personal and telephonic interview and it will be analyzed in
descriptive form.

45
My Questions in survey were
1. Whichadvertisingmediumare youusingforyourbusinessproductandservices?
(Fore.g.printmedia,radio,television,outdoormedium)
2. Whichadvertisingagencyare youdealingwith?
3. How frequentlydoyouadvertise?
4. What isthe advertisingbudgetof yourbusinessorganization?
5. Are you promotingyourbusinessorganizationthroughevents?(Pleasename the eventsin
whichyouhave participated)

47
I had asked the questions which have been already been mentioned in the above chapter. Every
organization was having different views and statements their advertising strategies were also
different. Therefore the results of the interview research method are:
 On being asked which advertising medium are you using for your business product?
(For e.g. Print media, radio, television, outdoor medium) please specify the names of
the mediums which you are using under the above category.
Owner of Morni sarees answered that they were advertising through newspaper in print media,
Pamphlets and through local channels in television till last year but this year they have changed
their strategy. Earlier they were targeting the whole city but now they are targeting the high or
upper medium class women’s. Therefore they are now a day’s promoting their product through
local clubs for examples Saket club, Agarwal club, Yashwant club, Rotrat club. They either give
sponsorship or become their advertisement partners or give their logo, brand name which is
printed on their invitation card if the club is organizing any event or programs. The payment for
such type of advertisement and promotional activity depends on the reputation of the club.
F.Y.I Marketing head, Yash Bargle said that they do promotional activities rather using
traditional advertisement mediums like they do sale promotion, sponsorship, outdoor catering,
they also give their logo and do tie- up with colleges in their events, they also give discount
coupons. They are more into branding. Local television and newspaper advertisement are done
very rarely. They are using social media for advertisement like facebook, just dial. They update
photographs of the dishes made in F.Y.I at facebook regularly.
Mr. Priyesh Gangwal, Gangwal manager answered that they advertise their products by boards
and hoardings for e.g. general store has the name of gangwal on its board. They also go for
advertisement in radio like in 94.3. They also do door to door campaign, last year they did in
Bhopal. Kunal Dhawan co owner of Anand Shree Fruit Bonanza responded that they advertise
sometimes through local channels in television, mostly through newspaper and pamphlets
(which are distributed in residential areas, nearby colleges, coaching’s, etc)
Mr. Adnan Raja of Mahindpurwala Furniture responded that they advertise through local
television channels, Radio, hoardings in outdoor advertising, POP activities, and Internet
advertisement. Mr. Sikander Querell of Sahil Developers and group answered that they
advertise generally through newspapers, pamphlets, Brochures, Radio.
Mr. Sharab Gauri business partner of Pakiza Group replied that they advertise through
newspaper in print media, radio, local channels in television, boards and hoardings in outdoor
advertisement, internet advertisements, social media- facebook, twitter. Pappu Bhayia the
owner of Apna Sweets answered that they advertise through radio, newspaper, hoardings, and
local channels. They also use social media for advertisement like Facebook, Just dial. Mr.

48
Dharmendra of Yupp Events answered that they advertise through newspaper in print media,
goes for online advertisement and does sponsorships in various events. Prashant Kulkarni of
Chattar Pattar said that they are currently using newspaper in print media, local channels in
television and radio advertisement (98.3) for promotion.
 On being asked which advertising agency are you dealing in? (Name of the agency)
Gangwal, Morani sarees, FYI, Yupp events and Anand shree Fruit Bonanza said that they do not
deal with advertisement agency. Pakiza has its In- house advertising because advertising agency
needs time for making sudden changes that comes up with their schemes, but otherwise they
deal with Deepak advertising agency in case for printing of invitation cards, etc.
Mahindrapurwala deals with Source Advertising. Sahil developers and group deals with Srijan
Advertising. Apna Sweets does not deal with any specific specific agency. Chattar Pattar is
dealing with Ad Point advertising agency.
 On being asked how frequently do you advertise?
Most of the business houses replied that it depends on season like Morani sarees, Yupp events
and Anand Shree Fruit Bonanza. Apna Sweets advertises only in off season because they
already have rush in festivals, otherwise they advertise seasonal products according to seasons
for e.g. in summers they advertise Ice- cream, in rainy seasons they advertise corn based
products and in winters gajak.
Pakiza advertises mostly on weekends, public holidays and as per schemes, offers. F.Y.I
advertises once in two months. Mahendinpurwala advertises almost regularly in radio,
otherwise they advertise thrice in a month through other mediums also. Sahil developers &
Group advertises according to seasons.
 On being asked what is the advertising budget of your business organization?
Morani Sarees owner replied they had spend 75,000 in a week during season time. Sahil
developers & Group said that they have a budget of about 10-15 lakhs for a year.
Mahendinpurwala said they have a budget of 50 lakhs for a year. Yupp Events owner told that
they had 1.8 lakhs for last year. F.Y.I marketing head told they have a very small advertising
budget of 30- 35K for six months. Anand Shree Fruit Bonanza co owner told that they have a
budget of 60000 for a year.
Pakiza co owner told that their advertising budget is about 2-3% of the turn over every year.
Apna aweets owner told that they have a budget of 10 lakhs for a year. Chattar Pattar owner
told that they have a budget of 1 ½ lakhs for three months.

49
On being asked are they promoting their business organization through events? (Please name
the events in which you have participated)
Most of the business organizations replied ‘ No’ except few like Apna Sweets had last year
promoted through an event named “ Beti Bachao” in which they were spreading messages to
save girl child. Anand Shree Fruit Bonanza every year promotes its business through
participating college’s events like colleges fest Manthan 2012 in Prestige Institute of
Management & Research, college’s fest in Daily College Business School, Medicaps.
Mahendinpurwala last year in November organized ‘Chocolate Tambola’.

50
Chapter 6
Conclusion
According to the result of the survey on the advertising medium used by the local business
houses it is clear that the business houses are more into print media and outdoor media. Very

51
few businesses are dealing into electronic media regularly, as print media. Outdoor advertising
is much into practice by them because as per interview it was known that they are more
familiar with traditional media. A lot many business houses are lacking behind in social media
awareness because they feel more comfortable with the techniques of print and outdoor
media.
No business houses has a strong backup from social media except F.Y.I. F.Y.I is the only business
house who advertise mostly through social media, they keep updating the social websites in
which they are dealing with but somewhere the business houses are lacking with the trends of
traditional media. Talking about the frequency of advertisements like radio, television almost
every business organization advertises according to their seasons. For e.g Pakiza co- owner told
that they advertise mostly on public holidays, festivals i.e when they can get attention from the
public. Sahil Developers & Group, Yupp Events and Anand Shree Fruit Bonanza also follow the
same pattern of advertising. While Apna Sweets scenario of advertising is a bit different is a bit
different. They generally do not advertise of festivals, etc because they already have rush
during that time. Morani sarees and Anand Shree Fruit Bonanza advertises through
participating in events in schools, college’s fest and clubs.
Advertising Budget of all the organization depends on their size of the business. Although being
the oldest brand in furniture, Mahendinpurwala advertises through radio regularly. Therefore,
it has the highest budget of all business organizations through which I had gone through. F.Y.I
has the lowest budget because it is more into events, sponsorships, and social media
advertising rather print media or outdoor advertising. Pakiza, Apna Sweets and Sahil Developers
& Group also have a good budget for advertisement.

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Chapter 7
Suggestion
 They should use social media and internet for advertisements as people are getting
more advanced with the technology.
 Comparatively as per market requirement they are not using the required budget for
the advertisement purpose.
 Even after the increase of demographic area they are not aware which advertisement
medium is more effective in which area.
 They should more indulge into mall promotional activities, road shows which will attract
people.

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Chapter 8
Bibliography
1. Chunawalla S. A and Sethia K.C, Foundation of Advertising- Theory and Practice,
7th revised edition 2008, page no. 204- 206, 222, 245-246.
2. Belch E. George, Belch A. Michael, Purani Keyoor, Advertising & Promotion- an
Integrated Marketing Communications Perspective, 7th edition, page no- 482-
527.
3. Sontakki C. N, Advertising & Sales Management, 3rd revised edition 2011, page
no- 201-290.
4. http://www.fao.org/
5. http://www.jeffandersonconsulting.com/
6. http://indianblogger.com/
7. http://www.youthkiawaaz.com

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