A PROJECT REPORT ON

STUDY OF ADVERTISEMENT EFFECTIVENESS WITH REFERENCE TO H.P. INDUSTRIES

Submitted to
RASHTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY, NAGPUR

In partial fulfillments of the requirement for the award of the Degree of

BACHELOR OF BUSINESS ADMINISTATION

Submitted by
AKASH D. GAWANDE

Under the Guidance of

MISS. POOJA VISROJWAR

RAMAJI PANDAV MASTER OF COMPUTER MANAGEMENT, NAGPUR 2011-2012

CERTIFICATE

This is to certify that this is a bonafied record of Project work entitled.

STUDY OF ADVERTISEMENT EFFECTIVENESS WITH REFERENCE TO H.P. INDUSTRIES

Conceded by

Mr. Akash Gawande

Of final year B.B.A. during the academic year 20011-2012 in partial fulfillment of the requirement of the award of the degree of Bachelor of Business Administration Through RASHTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY

(Principal)

H.O.D

Guided by

Ms. Pooja Visrojwar

ACKNOWLEDGEMENT

I gratefully acknowledge the help and co-operation of the entire Marketing Department of HP Industries. My study would not have been possible without the crucial help extended by the members of both the organization.

I would also like to thank Principal, Mr. Ritesh Ganar for their valuable guidance.

Last but not the least I would like to thank Ms. Pooja Visrojwar for her versatile guidance as guide. I would like to thanks the entire faculty of BBA Department for their support.
Thank you all.

Mr. Akash Gawande

DECLARATION

I Mr.Akash Gawande to hereby declare that the Final project submitted to the R.T.M. Nagpur University in partial fulfillment of Bachelor of Business Management entitled.

STUDY OF ADVERTISEMENT EFFECTIVENESS WITH REFERENCE TO H.P. INDUSTRIES

Is a result of my own efforts carried it under continuous & inspiring guidance of Miss. Pooja Visrojwar I further declare that I have not submitted this Final project to any other university for Award of diploma or Certificate examination.

Mr. Akash Gawande

INDEX
Sr.No. 1 2 3 4 5 6 7 8 9 10 11 Executive Summary Introduction Objective of study Company Profile Research methodology Analysis and Data Interpretation Conclusion Recommendations and suggestion Bibliography Annexure Scope and limitation of study Title

Chapter 1 EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
The advertising industry, as a whole, has the poorest quality-assurance systems and turns out the most inconsistent product (their ads and commercials) of any industry in the world. This might seem like an overly harsh assessment, but it is based on testing thousands of ads over several decades. In our experience, only about half of all commercials actually work; that is, have any positive effects on consumers purchasing behavior or brand choice. Moreover, a small share of ads actually appears to have negative effects on sales. How could these assertions possibly be true? Dont advertising agencies want to produce great ads? Dont clients want great advertising? Yes, yes, they do, but they face formidable barriers. Unlike most of the business world, which is governed by numerous feedback loops, the advertising industry receives little objective, reliable feedback on its advertising. First, few ads and commercials are ever tested among consumers (less than one percent, according to some estimates). So, no onenot agency or clientknows if the advertising is any good. If no one knows when a commercial is good or bad, or why, how can the next commercial be any better? Second, once the advertising goes on air, sales response (a potential feedback loop) is a notoriously poor indicator of advertising effectiveness because there is always so much noise in sales data (competitive activity, out-of-stocks, weather, economic trends, promotional influences, pricing variation, etc.). Third, some of the feedback is confusing and misleading: agency and client preferences and biases, the opinions of the clients wife, feedback from dealers and franchisees, complaints from the lunatic fringe, and so on.

Chapter 2 introduction

Why advertising is done?

The advertising campaign, especially those connected with the consumers aims at achieving these objectives: i) ii) iii) iv) v) vi) To announce a new product or improve product. To hold consumers patronage against intensified campaign use. To inform consumers about a new product use. To teach consumers how to use product. To promote a contest or a premium offer. To establish a new trade region.

The institutional advertising campaign on the other hand, have these objectives. i) ii) iii) iv) v) To create a corporate personality or image. To build a companys prestige. To build a brand Image. To emphasize company services and facilities. To increase goodwill of the company.

The objectives of all business is to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to be audience the final consumers, channel members and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon video television or stage that is not paid for by the sponsor. On the other hand, advertising denotes a specific attempt to popularize a specific product or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the sponsor and involves certain cost and hence is paid for. It is a common form of non- personal communication about an organisation and or its products idea service etc. that is transmitted to a target audiences through a mass medium. In common parlance the term publicity and advertising are used synonymously.

What is Advertising :
The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing". Simply stated advertising is the art "says green." Advertising is a general term for and all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts device. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying and in general to bring logethel the man with something to sell and the man who has means or desires to buy". Advertising has been defined by different experts. Some of the quoted definition are : American marketing association has defined advertising as "any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. The medium used are print broad cast and direct.

Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Advertising is any paid form of non personal paid of presentation of ideas goods or services by an identified sponsor. Advertising is a "non- personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. In developing an advertising programme, one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5M (mission, money message, media and measurement) of advertising.

Basic Features of Advertising:

On the basis of various definitions it has certain basic features such as : 1. 2. 3. 4. 5. 6. It is a mass non-personal communication. It is a matter of record. It persuades buyers to purchase the goods advertised. It is a mass paid communication. The communication media is diverse such as print (newspapers and magazines) It is also called printed salesmanship because information is spread by means of the written and printed work and pictures so that people may be induced to act upon it.

Why measure advertising effectiveness?

Measuring advertising effectiveness is not easy. Sometimes, the results of measuring are just better guesses. Still, it is much better this way than not to adress this problem at all. There are dramatic differences in the effectiveness of various forms of advertising. If you pay for advertising, then it is probably important for you see some results. But if you waste money on inefficient advertising, you are missing better opportunities and the results may not come at all.

The basics of measuring effectiveness

Our main objective in measuring advertising effectiveness is to determine the effect of each advertising campaign from the results of our measuring and compare it with its price. Then we can decide which campaigns bring the best value for the money spent. It is also important to realise the various factors influencing advertising. The medium, ad copy (exact wording), the format, audience (is the ad well aimed to the people who use our products?) all of this effects the final success of the campaign. Therefore, it is necessary to judge the effectiveness in context. Before we start, we need to decide which criteria are we going to monitor. These will differ with respect to the medium used, our possibilities, the purpose of the ad etc. Examples of possible criteria are:

customers tell how did they learn about us increase in sales of the promoted goods more calls to our toll-free line calls to a campaign-specific phone number specific codes applied by customers to receive offered discount (i.e. Tube) redeemed coupons or vouchers that were given out at a campaign increased visits on our website other metrics from our website statistics (i.e. orders amount)

It is best to combine several criteria, because a customer can for example either contact you by calling your line or by sending you an email. Also, accept the fact, that we are not going to be able to measure everything. Especially if you run several campaigns in various media simultaneously, it may be difficult to ascribe the measured effects to a specific campaign. This can be helped by careful choice of criteria or by running campains seperately (though it is not always desirable). Contrary to traditional media, online campaigns are usually very easily traceable and can be measured well. Small companies will probably not use the methods of big corporations (ad recognition or recall) which are based on questioning samples of people once the campaign has ended. This would be too costly for small advertisers. Instead, you can simply judge the impact by how many people has the medium reached (viewers, readers, listeners) and comparing how much did it cost to reach thousand people (this is called CPM).

Measuring effectiveness on the Internet

Monitoring the effect of your internet advertising can be easy and cheap when you use quality tools. I have good experience with Google Analytics, which is a free website analysis tool. When you implement it in your website and set up your campaings properly, you'll have all the information you need to decide which advertisement you should drop and which brings you good return on your investments. Besides basic functions like monitoring number of visits and page views, it offers you a variety of statistics regarding visitor segmentation, traffic sources etc. Google Analytics also allows to set up goals on your website and track conversions goals accomplished by visitors. Examples of conversions:

submitted contact forms completed transactions in your e-shop file downloads newsletter subscriptions clics on your email address

I would definitely recommend to set up the analytics for your website proffesionaly before it is launched, because it can provide so much valuable information for marketing purposes. Then you can mine for data and see for example what is the average transaction value for visitors from London, how many page do they view per visit etc. If you set value for your goals, you can also see return on investments (ROI) for the money spent on advertising. This is possible because of tags, which are added to the links pointing to your website. Another advantage of this tool is that it helps you to test the different versions of either website or ad copy. Thus, you can create much better landpage or more effective ad. This is called A/B testing. The advertising industry, as a whole, has the poorest quality-assurance systems and turns out the most inconsistent product (their ads and commercials) of any industry in the world. This might seem like an overly harsh assessment, but it is based on testing thousands of ads over several decades. In our experience, only about half of all commercials actually work; that is, have any positive effects on consumers purchasing behavior or brand choice. Moreover, a small share of ads actually appear to have negative effects on sales. How could these assertions possibly be true? Dont advertising agencies want to produce great ads? Dont clients want great advertising? Yes, yes, they do, but they face formidable barriers. Unlike most of the business world, which is governed by numerous feedback loops, the advertising industry receives little objective, reliable feedback on its advertising. First, few ads and commercials are ever tested among consumers (less than one percent, according to some estimates). So, no onenot agency or clientknows if the advertising is any good. If no one knows when a commercial is good or bad, or why, how can the next commercial be any better? Second, once the advertising goes on air, sales response (a potential feedback loop) is a notoriously poor indicator of advertising effectiveness because there is always so much noise in sales data (competitive activity, out-of-stocks, weather, economic trends, promotional influences, pricing variation, etc.). Third, some of the feedback is confusing and misleading: agency and client preferences and biases, the opinions of the clients wife, feedback from dealers and franchisees, complaints from the lunatic fringe, and so on.

Barriers to Great Advertising

Advertising testing could provide a reliable feedback loop and lead to much better advertising, but many obstacles stand in the way. The first great barrier to better advertising is self-delusion. Most of us believe, in our heart-of-hearts, that we know what good advertising is and that there is no need for any kind of independent, objective evaluation. Agencies and clients alike often think that they know how to create and judge good advertising. Besides, once agencies and clients start to fall in love with the new creative, they quickly lose interest in any objective evaluation. No need for advertising testing. Case closed. Strangely, after 40 years of testing advertising, we cannot tell you if a commercial is any good or not, just by viewing it. Sure, we have opinions, but they are almost always wrong. In our experience, advertising agencies and their clients are just as inept at judging advertising as we are. It seems that none of us is smart enough to see advertising through the eyes of the target audience, based purely on our own judgment. A second barrier to better advertising is the belief that sales performance will tell if the advertising is working. Unless the sales response to the advertising is immediate and overwhelming, it is almost impossible to use sales data to judge the effectiveness of the advertising. So many variables are beyond our control, as noted, that its impossible to isolate the effects of media advertising alone. Moreover, some advertising works in a few weeks, while other advertising might take many months to show positive effects, and this delayed response can confound our efforts to read the sales data. Also, advertising often has short-term effects that sales data might reflect, and long-term (years later) effects that most of us might easily overlook in subsequent sales data. Because of these limitations, sales data tends to be confusing and unreliable as an indicator of advertising effectiveness. Sophisticated marketing mix modeling is one way to measure these advertising effects on sales, but it often takes millions of dollars and years of effort, and requires the building of pristine databases of sales information along with all of the marketing input variables. Few companies have the budget, the patience, the accurate databases, and the technical knowledge necessary to succeed at marketing mix modeling. Even so, marketing mix modeling does not help us evaluate the contribution of a single commercial but rather the cumulative effects of many different

commercials over a long period of time. Also, marketing mix modeling does not tell us why the advertising worked, or failed to work. Was it message, or media weight, or media mix that made the advertising effective? Generally, marketing mix modeling cannot answer these types of questions. So, again, sales data is of limited value when you make critical decisions about your advertising. A third barrier to better advertising is a pervasive tendency of many (but not all) advertising agencies to delay, undermine, and thwart efforts to objectively test their creative babies. Who wants a report card on the quality of their work? Its very threatening. The results can upset the creative folks. The results can upset clients. The agency can lose control. Agencies can be quite creative in coming up with reasons to avoid copy testing. Some of our favorites:

Theres no time. We have to be on air in five days, so well just have to skip the testing. These ads are built on emotion and feelings, and you cant measure such delicate, artful subtleties.

Weve already tested the ads with a focus group during the development process. These are image ads, and you cant test imagery with standard advertising testing techniques.

We have so much equity in this campaign that it doesnt matter what the testing results are. We cant afford to change.

Were in favor of testing, but lets remove those questions about purchase intent and persuasion from the questionnaire.

We are in a new age, with new media and new messages, and none of the old copy testing measures apply any more.

The fourth barrier to more effective advertising is the big creative ego. The belief that only the "creatives" in the agency can create advertisingand the conviction that creativity is their

exclusive domainconstitute a major barrier. Great advertising tends to evolve over time, with lots of hard work, fine-tuning, and tinkeringbased on objective feedback from target consumers. Big creative egos tend to resist such evolutionary improvements. We have seen great campaigns abandoned because agencies would not accept minor tweaks to the advertising. To be fair, big egos are not limited to advertising agencies. Big client egos can also be a barrier to good advertising. Research firm egos are yet another problem. Big egos create barriers because emotion is driving advertising decision making instead of logic, reason, and consumer feedback. Big egos lead to bad advertising. A fifth barrier to better advertising is the widespread belief that ones major competitors know what they are doing. So, just copy the advertising approaches of the competition, and success will surely follow. We recently had a client who was about to copy the advertising strategy of a major competitor, but we were able to persuade the client to test all major competitive commercials as a precaution before blindly copying the competitors advertising approach. This competitor was the industry leader in market share and profitability. Our testing quickly revealed that this industry leader was the industry leader in spite of its bad advertising. The testing also revealed that another competitor, in contrast, had great advertising. Needless to say, the clients desire to copy the industry leader quickly vanished. The sixth barrier to better advertising is lack of strategy, or having a poor strategy. The client is most often at fault here. The client has not done his homework, has not thought deeply about his brand and its future, and has not developed and tested strategy alternatives. The client tells the agency to go forth and create great advertising, without providing any strategy guidelines. The agency is left to guess and speculate about strategy. Great advertising is rarely created in a strategy vacuum. If the client cannot define a sound strategy, the agency cannot create great advertising. Again, the responsibility for strategy falls squarely on the client. A seventh barrier to better advertising is client ineptness. Some clients processes, policies, and people tend to discourage the creation of great advertising. Arrogance, ambiguity, impatience, ignorance, risk aversion, and inconsistency tend to be the hallmarks of these agency killer clients. Bad clients rarely stimulate or tolerate great advertising.

The eighth and last barrier to better advertising is poor copy testing by research companies. Many advertising testing systems are limited to a few markets (and cannot provide representative samples). Some systems are so expensive that the cost of testing exceeds the value of the results. Research companies have been guilty of relying on one or two simplistic measures of advertising effectiveness, while completely ignoring many other very important variables. For instance, for several years research companies argued publicly over which was more important, persuasion measures or recall measures? The truth is that both are important, but of greater import is the fact that neither of these measures alone, or in combination, measures advertising effectiveness. To judge the effectiveness of an ad, many different variables must be measured and considered simultaneously.

Creating Better Advertising

Given all of these barriers to better advertising, how can client, agency, and research company work together to create more effective advertising? 1. The client must craft a sound strategy for its brand, based on facts, not wishful thinking and self-delusion. The client must carefully define the role of advertising in the marketing plan and set precise communication objectives for the advertising. What exactly does the client want the advertising to convey, to accomplish? Agencies are too often asked to create advertising in an informational vacuum. Agencies are not miracle workers. Once strategy and positioning alternatives are identified and tested, the strategy should be locked downand rarely changed thereafter.

2. As creative executions are developed against the strategy, each execution should be pretested among members of the target audience (pretesting refers to testing advertising before it is aired, and/or before final production. When the term testing is used in this article, it is a shorthand term for pretesting.) The greater the number of executions pretested, the more likely it is that great advertising will emerge. Testing the creative provides a reliable feedback loop that helps agency and client alike become smarter over time. Once a conceptual family of commercials is identified as the optimal campaign of the future, then the campaign should be locked down. Long-term continuity of

advertising message is essential to maximizing effectiveness.

3. Use the same pretesting system consistently. There is no perfect advertising pretesting system. Some are better than others, but any system will help improve your advertising. The secret is to use one system over and over, so that everyone (client, agency, and researchers) learns how to interpret the pretesting results for the category and the specific brand.

4. If budget permits, test the advertising at an early stage in the creative process (i.e., the storyboard or animatic stage) and also test at the finished commercial stage. Earlystage testing allows rough commercials to be tweaked and fine-tuned before you spend the big dollars on final production. Early-stage testing tends to be highly predictive of finished commercial scores, but not always. Testing the finished commercials gives you extra assurance that your advertising is on strategy and working. 5. Build your own action standards over time. As you test every execution, you will begin to learn what works and what doesnt work. Think of the pretesting companys norms as very crude, rough indicators to help you get started with a testing program. But, as quickly as possible, develop your own norms for your category and your brand (yes, all of the advertising effectiveness measures vary by product category and brand). What you are searching for, long-term, are not norms, but action standards (that is, the knowledge that certain advertising testing scores will translate into actual sales increases). 6. Use a mathematical model to derive an overall score for each execution. It doesnt matter that an ad has great persuasion if it does not register the brand name. It doesnt matter that an ad registers the brand name if no one will notice the commercial itself. It doesnt matter that an ad increases short-term purchase interest if it will damage the brands quality reputation over time. So, all of the key variables must be put together intelligently to come up with a composite or overall measure of advertising effectiveness.

7. Use the pretesting results as a guide, as an indicator, but do not become a slave to the mathematical model. Read all of the open-ended questions carefully. Make sure you

really understand the underlying reasons. Base your decisions on this comprehensive assessment of the results, and leave yourself some wiggle room. No model or system can anticipate every marketing situation, or give a 100% perfect solution every time. Informed human judgment remains important. 8. Client and agency need to accept that continuous improvement of the advertising is an important goal. This means that every execution is tested and tweaked based on scientific evidence from the target audience. We are not talking about changing the strategy or changing the campaign, but making sure that every execution is on strategy and working as hard as possible.

9. The ultimate goal of testing is an advertising success formula that works. That is, the goal of advertising creative development, and the goal of advertising testing, is to identify the elements/ideas essential to advertising effectiveness, and then to make sure that those elements/ideas are consistently communicated by all advertising executions.

The Power of Advertising

We believe in the power of advertising, based on thousands of studies in our archives. Advertising has the power to persuade, the power to influence the mind and shape destiny. It has the power to change markets and improve profit margins. Advertising has short-term power (conveying new information, building awareness, enhancing credibility, etc.) and long-term power (conveying brand image, attaching emotional values to the brand, building positive reputation, etc.). The great power of advertising is seldom achieved in practice, but we cant give up. The potential and the promise are too great. The companies that master the creative guidance and the testing systems to consistently develop and deploy great advertising will own the future and the fortunes that go with it. Great advertising is a cloak of invincibility.

Chapter 3

COMPANY PROFILE

The HP Industries were established in 1979 and the owner is Hashmukh Panchmatia. The main work of this company is too remolding of tires. This company brings their raw material from Coimbatore. This company sells their product in Akola, Chandrapur, Balaghat, Jabalpur.

This company has a branch in Balaghat and Jabalpur. And their they achieve their target sells in the year. This company has a turnover of rupees 1 crore. They made 1000s of tyres in a year, they all are of different size and for different vehicle.

They have nearly 30 workers in their company and they give over 1 lacs salary per month to their workers. They make insurance of all their employees because the machinery they use is very dangerous .For buying a machine they take a loan from various banks and financial organization.

Chapter 4

Objective of study

OBJECTIVE OF THE PROJECT

I. II. To find out whether the advertisement strategy used by H.P. industries is effective or not. To find out whether due to advertisement the sales of tire H.P. industries have increased or not. To study the advertisement strategy study of H.P. industries.

III. IV.

To find out customers point of view like or about advertisement given by H.P. industries.

Chapter 5

SCOPE AND LIMITATION OF STUDY

SCOPE AND LIMITATION OF STUDY

Scope of study
Advertisement will be a hand to increase s Advertisement will be helpful to create new customers.

Limitations of the study

Time limit was a major constraint. As per the company rules many information was not disclosed. As the managers were busy in their daily schedules it was not possible for me to spend more time in interaction and discussion with them. The respondents always had a feeling that the researcher is sent by the management, they refused to answer first. So it was very difficult to the researcher to convince and get answer from them.

CHAPTER 6

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY ADOPTED FOR THE STUDY

Research is a search for facts. It answers the questions and gives solutions to the problems. Research is an organized enquiry. It seeks to find explanations to unexplained to classify the doubtful facts and to current the misconceived facts.

PERIOD OF STUDY
One Month Observing the working of various departments like finance, safety and human production purchasing etc. Discussion with company executive, managers and employees. resource,

Visiting and surfing websites of the company.

TYPE OF RESEARCH Descriptive research. TYPE OF DATA COLLECTION

Generally two types are data are used for any research, which are very important for the research; these can be discussed as 1. Primary Data 2. Secondary Data

Primary Data
Primary data are the data which are original in character, obtained for the first time, being collected from the respondents, either through questionnaire or through personal interviews. This can be collected by various methods like Surveys Observation

 Experimentation Measurements Personal interview Telephonic interview Questionnaires But my chosen way of collecting data was through Personal Interview and Questionnaires.

Secondary data
Secondary data is the data, which has been collected by someone else for some other purpose and is used by the researcher in his research for study. Various sources of secondary data are Catalogues, Brochures, Magazines and Websites, Television etc. In this project I made use secondary data for gaining more and more about the company, its products and various benefits an advisors will be getting. For acquiring this knowledge I have studied secondary sources like company websites, brochures, paper presentations etc

SAMPLING UNIT:
Employees and customers of H P Industries.

SAMPLING TECHNIQUE:
Simple random technique.

SAMPLE SIZE:
A sample of 25 customers was selected for this survey.

TOOLS FOR ANALYSIS: Percentage Method.

Percentage method = (No. of respondents/Total respondents)*100

SAMPLE PERCENTAGE

Sample percentage analysis was used by the research for analyzing and interpreting the collected data. The diagrammatic representations were given by pie-diagrams and bar charts.

Hypothesis
Hypothesis is usually considered as the principle instrument in research. It makes is to suggest a new experiment and objective in fact many experiment are carried out with the some supposition to be provide or disproves. Research hypothesis is predictive statement capable for being taste by scientific methods that relates an independents variable to some depend variable.

To carry out the research work on research problem the research will be drawn the hypotheses as given below:

Hypothesis of Research:
Advertisement strategy of H.P Industry is helpful for increasing its sales.

Chapter 7

STUDY AND RESULTS

DATA ANALYSIS
Q.1. Do you think advertisement is necessary for selling the product?

a) Yes b) No

NECESSITY
NO 12%

YES 88%

INTERPRETATION: According to the above pie chart 88% of the respondent says that the
advertisement is necessary to increase the sales and the rest 12% says that it is not necessary.

Q.2. what do you feel about the advertisement? c) Excellent d) Good e) Satisfactory f) Poor

FEEL
POOR 8% EXCELLENT 8%

GOOD 32% SATISFACTORY 52%

INTERPRETATION: According to the above pie chart 52% of the respondent feels that the
advertisement is satisfactory and 32% says that it is good the rest has a mix response.

Q. 3. Did advertisement meet your expectations? a) Yes b) No

EXPETATION
NO 36%

YES 64%

INTERPRETATION: According to the above pie chart 88% of the respondent says that the
advertisement meet the expectation and the rest 12% says that it is does not.

Q.4. If you were to describe this ad to a friend, would you say the ad is:? Funny Emotional Creative Informative Sincere Pleasant

PLEASANT 4% SINCERE 8%

DESCRIBE
FUNNY 0%

EMOTIONAL 0% CREATIVE 8%

INFORMATIVE 80%

INTERPRETATION: According to the above pie chart 80% of the respondent says that the
advertisement is informative and the rest has a mix response.

Q.5. The claims made in the ads were believable? a) Yes b) No

BELIEVABLE
NO 36%

YES 64%

INTERPRETATION: According to the above pie chart 84% of the respondent says that the
claims made in the advertisement were believable and the rest 16% says no.

Q.6. Was the ad appealing to your eye? a) Yes b) No

APPEAL
NO 36%

YES 64%

INTERPRETATION: According to the above pie chart 84% of the respondent says that the
ad appealing to our eye and the rest 16% says no.

Q.7. Would you talk to someone else about this ad? a) Yes b) No

NO 36%

YES 64%

INTERPRETATION: According to the above pie chart 64% of the respondent says that they
talk to someone else about this ad and the rest 36% says no.

Q.8. Did you have a positive reaction to the ad? a) Yes b) No

REACTION
NO 28%

YES 72%

INTERPRETATION: According to the above pie chart 72% of the respondent had a positive
reaction towards the ad and the rest 28% says no positive reaction.

Chapter 8

CONCLUSIONS

CONCLUSION

1. Advertisement of H P Industries is effective in the market. 2. Advertisement of the company is useful to increase the sales of the company. 3. Advertisement of the company is interested to watch. 4. Advertisement is helpful for the growth of the company. 5. Advertisement is helpful to meet the expectation of the organization.

Chapter 9

RECOMMENDATIONS

RECOMMENDATIONS

1. Company should organize advertise campaign for the local customers. 2. Company should go for the sales promotion activity to increase sales. 3. Company should use more innovative ideas to make advertisement more effective. 4. Company should use new idea and new message to attract more customers. 5. Company should also try to touch the emotional side of the customers.

Chapter 10

BIBLIOGRAPHY

BIBLIOGRAPHY
Books1. Marketing management Sherlekar (4th Edition) 2. Marketing Management Philip Kotler (7th Edition)

Websites:1. www.virtualpsych.com 2. www.getcustoms.com 3. www.t-bird.edu

Chapter 11

ANNEXURE

ANNEXURE
2)
Do you think advertisement is necessary for selling the product? a) Yes b) No

3)

What do you feel about the advertisement? a) Excellent b) Good c) Satisfactory d) Poor

4)

Did the advertise meet your expectations? a) Yes b) No

5)

If you were to describe this ad to a friend, would you say the ad is:?

Funny Emotional Creative Informative Sincere Pleasant

6) The claims made in the ads were believable?

a) Yes b) No 7) Was the ad appealing to your eye? a) Yes b) No 8) Would you talk to someone else about this ad? a) Yes b) No 9) Did you have a positive reaction to the ad?

a) Yes b) No 10) Would you like to see similar ads like this in the future? a) Yes b) No 11) Does the advertisement is helpful for the growth of the company? a) Yes b) No 12) Are you satisfied by the advertisement strategy? a) Satisfied b) Unsatisfied