CHAPTER I 1.

1 INTRODUCTION OF THE STUDY

PERCEPTION Perception is our sensory experience of the world around us and involves both the recognition of environmental stimuli and actions in response to these stimuli. Through the perceptual process, we gain information about properties and elements of the environment that are critical to our survival. Perception not only creates our experience of the world around us; it allows us to act within our environment Perception is the process by which organisms interpret and organize sensation to produce a meaningful experience of the world. Sensation usually refers to the immediate, relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose, tongue, or skin. Perception, on the other hand, better describes one's ultimate experience of the world and typically involves further processing of sensory input. In practice, sensation and perception are virtually impossible to separate, because they are part of one continuous process. Perception in humans describes the process whereby sensory stimulation is translated into organized experience The perceptual process is a sequence of steps that begins with the environment and leads to our perception of a stimulus and an action in response to the stimulus. What Is Perception? Perception is our sensory experience of the world around us and involves both the recognition of environmental stimuli and actions in response to these stimuli. Through the perceptual process, we gain information about properties and elements of the environment that are critical to our survival. Perception not only creates our experience of the world around us; it allows us to act within our environment. Perception includes the five senses; touch, sight, taste smell and taste. It also includes what is known as proprioception, a set of senses involving the ability to detect changes in body positions and movements. It also involves the cognitive processes required to process information, such as recognizing the face of a friend or detecting a familiar scent.
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History of Advertising Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century, which included line or classified advertising. Simple descriptions, plus prices, of products served their purpose until the late nineteenth century, when technological advances meant that illustrations could be added to advertising, and color was also an option.

An early advertising success story is that of Pears Soap. Thomas Barratt married into the famous soap making family and realized that they needed to be more aggressive about pushing their products if they were to survive. He launched the series of ads featuring cherubic children which firmly welded the brand to the values it still holds today. he took images considered as "fine art" and used them to connote his brand's quality, purity (i.e. untainted by commercialism) and simplicity (cherubic children). He is often referred to as the father of modern advertising.

World War I saw some important advances in advertising as governments on all sides used ads as propaganda. The British used advertising as propaganda to convince its own citizens to fight, and also to persuade the Americans to join. No less a political commentator than Hitler concluded that Germany lost the war because it lost the propaganda battle: he did not make the same mistake when it was his turn. One of the other consequences of World War I was the increased mechanization of industry - and hence increased costs which had to be paid for somehow: hence the desire to create need in the consumer which begins to dominate advertising from the 1920s onward. ADVERTISERS PERCEPTION Advertiser Perceptions provides media company executives with essential insight necessary for increasing ad sales, market share and competitive advantage.

DEFINITION - ADVERTISING Advertising is paid for a way of promoting products, services or information a form of communication (between manufacturer and consumer) a physical commodity an integral part of pop culture an important economic force a part of our urban landscape Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries Advertising 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. The message which is presented or disseminated is called advertisement. In the present day marketing activities hardly is there 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.

TYPES OF ADVERTISING Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of 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, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), 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.

Television advertising / Music in advertising

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience.

Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Radio advertising

Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

New media Technological development and economic globalization favors the emergence of new and new communication channels and new techniques of commercial messaging.

Product placements

Covert advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Space balls also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega

Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.

Press advertising Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.

Billboard advertising

Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
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Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POPPoint of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

Street advertising

This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.

Sheltered Outdoor Advertising

This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative decor can intensify the impression.
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Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favourite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl's, Twister, NASCAR, Toyota and many more.

Consumer-generated advertising

This involves getting consumers to generate advertising through blogs, websites, wikis and forums, for some kind of payment.

Aerial advertising

Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example.

1.2 PROBLEM IDENTIFICATION:

From the pilot study, this chapter investigates the knowledge, perceptions, and intentions of advertising professional. The rapid rise of social media has captured the attention of marketers and consumers on a global scale, and together with a rapidly changing communications environment marketers now confront new challenges in terms of our understanding of consumer behaviour and consumption patterns in the new millennium. So this study has to identify the advertisers perception towards ajk tv channel in pudhucherry.

1.3 OBJECTIVE OF THE STUDY

To study the awareness & brand image created by THE AJK TV among advertisers.

To analyse the seeking reason for choosing of AJK TV by commercial advertisers

To find out the seeking reason for choosing of AJK TV by Personnel advertisers To study on advertisers perception about indulge along with to THE AJK TV.

To evaluate the satisfaction level of marketing strategy by the advertisers.

1.4 RESEARCH HYPOTHESIS

CORRELATION:

Hypothesis : H0 = There is no significant relationship between the AJK TV covers more area and more popularity. H1 = There is significant relationship between the AJK TV covers more area and more popularity.

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1.5 SCOPE OF THE STUDY

The scope of the study covers the advertisers perception towards AJK TV channel.

Population size is too small so I was collected data from 30 advertisers from AJK TV Channel.

To study the advertisers perception while choosing this channel.

This study will help to understand advertisers, their preference and their needs expected while giving advertisement in the channel.

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1.6 NEED OF THE STUDY

Local Tv channels industry get major part of their revenue through advertising This study is about advertisers perception on advertising in INDULGE. These studies to know the impact of indulge advertising and the brand image created by the INDULGE among advertisers Findings of the study helps the Ajk Tv channel to know whether they will get repeated advertising from their existing advertiser client and to know their satisfaction level.

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1.7 COLLECTION OF DATA

SOURCES OF DATA: Two sources were used for collecting data, namely

PRIMARY DATA: Primary data were collected through survey from the women consumer, using the questionnaires which help to recognize the women customers buying behaviour, awareness of jewellery brand, and influencing factors.

SECONDARY DATA: Secondary data needed for conducting this research work where collected from the various profile of the jewellery websites , internet and various journals, magazines etc.

DATA COLLECTION TOOL: The data required for this study were collected from primary data and secondary data. The primary data were collected mainly from the questionnaire

QUESTIONNAIRE: List of a research or survey questions asked to respondents and designed to extract specific information. It serves four basic purposes.

1. Collect the appropriate data 2. To make data comparable and amenable to analysis, 3. Minimize bias in formulating and asking question, and 4. To make questions engaging and varied.

The questionnaires were distributed to the respondents. The questionnaires are framed in a facilitating manner to obtain clear and clarified responses. The Respondents were given a work time to fill up the questionnaire. The completed questionnaires were given back to the researcher.

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QUESTIONNAIRE CONSTRUCTION: Questionnaires constructed using open ended questions, close ended questions, dichotomous questions, and rating scale. Open ended questions is which require the respondent to answer it in his own words.

OPEN ENDED QUESTION: Unstructured question in which (unlike in a multiple choice question) possible answers are not suggested, and the respondent answers it in his or her own words. Such questions usually begin with a how, what, when, where, and why (such as "What factors you take into account when buying a vehicle?" or "In your opinion, what is the reasonable price for this item?") and provide qualitative instead of quantitative information. Open ended questions are asked generally during exploratory research and where statistical validity is not a prime objective.

CLOSE ENDED QUESTION: That provides a set of answers from which the respondent must choose. Multiple choice questions are closed questions. It is called as closed-ended question.

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1.8 LIMITATIONS OF THE STUDY

Some of the respondents are reluctant to reveal the information. The study is purely based on the response of the respondents, on that time. The statistical tools used for the study have their own limitations. The cooperation of the respondents is poor.

1.9 MAIN STUDY

INTRODUCTION: Research methodology is a way to systematically solve the research problem is to how research is done scientifically. It consists of the different steps that are generally adopted by the researcher to the study his research problem along with logic behind them. It is necessary to the researcher to develop certain tests.

RESEARCH DESIGN: Research design is a plan to answer whom, when, where, and how the subject under investigation conceived so as to obtain answers to research questions. The type of research design involved in this study is descriptive research studies.

DESCRIPTIVE RESEARCH STUDIES: Descriptive research studies are those studies, which are concerned with describing the characteristics of a particular individual, or of a group, where as diagnostic research study determine the frequency with which something occurs or its association with something else. The studies concerning whether certain variables are associated are example of diagnostic research studies. As against this, study concerned individual, group or situation are all example of descriptive research studies. Most of the social research studies come under this category from the point of view of the research design.

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DATA COLLECTION METHOD: The required data was collected by both the primary and secondary sources.

The data objective are describe from the research objectives and their determination rests mainly on the research to translate what the decision marker wants into specific descriptive of the needed data.

Primary: The primary data was collected from the, THE AJK TV(PUDUCHERRY) LTD., users at Puducherry. The Respondents were met personally at their establishments and questionnaire has been given to them and answered questionnaires were collected back. Primary data is the data gathered for the first time by the researcher by using questionnaire.

Secondary data: Secondary data, on the other hand, is those which have already been collected by someone else and which already been passed through the statistical process. Secondary data pertaining to this study was obtained from company documents, broachers, departmental informations websites etc.

RESEARCH INSTRUMENTS: Instrument Instrument Design : Questionnaires (personal administered) : Both open end enclose ended Question and used in questionnaires. Questionnaire Design A well structured questionnaire was used for this study. The types of questions used in the questionnaire were open-ended, multiple-choice and Dichotomous questions.

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1. Open-end questions are questions, which are entitled to give a free response to their choice.

2. Multiple-choice questions are question, which contain a list of answer and permit the subject to select the best answer.

SAMPLING: Sampling is the process of selecting a sufficient number of elements from the population, so that a study of sample and an understanding of its properties or characteristics would make it possible for us to generalize such properties or characteristics to the population elements.

SAMPLEING PLAN: Sampling technique Sample size Sample unit Time Dimension : Cluster sample : Sample size chosen here for this study was 30 as suggested by the company : Advertisers in Chennai market : Period on 1st June to 31st July 13

SAMPLE DESIGN: A Sample design is a definite plan for obtaining a sample from given population. It refers to the technique or the procedure the researcher would adopt in selection items for the sample. Sample may as well lay down the number of items to be included in the sample namely, the size of the sample.

Probability sampling: Make a specific mention of it in the thesis. So that the conclusions would be evaluated accordingly. Probability sampling refers to the sampling process in which the samples are selected for a specific purpose with a pre-determined basis of selection. This type of samples is also required at times when random selection may not be possible. Therefore the reliability of conclusions based on this type of sampling is less. Whenever a researcher uses this type of sampling.

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Cluster Sampling: Cluster sampling method suggests, the samples are selected at different stages. In this method, the population is first divided into different stages. Then from the first stage, a few items are selected at random based on a specific feature or characteristic. From these in the second stage, a few elements are selected at random possessing, he characteristic. From which in the third stage a few are selected at random satisfying the characteristic and so on to finally make the necessary selection of samples. All the samples selected at random at different stages will posses the common characteristic or will be homogeneous on some basis.

Cluster sampling involves arranging elementary items in a population into heterogeneous subgroups that are representative of the overall population. One such group constitutes a sample for study.

1.10 SAMPLING SIZE:

The total numbers of respondents are termed as sample size. The sample size for this analysis is 30 respondents.

SAMPLING UNIT: Sampling unit is that of who is to be surveyed. The survey is on advertisers of THE AJK TV(PUDUCHERRY) LTD.

SATISTICAL TOOLS: The collected data has been subjected to analyses by units appropriate tools, percentage, chi square. The information gathered analyzed by using the following appropriate tool such as: Percentage Analysis Correlation Weighted average method

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PERCENTAGE ANALYSIS:

Percentage refers to a special kind of ratio. It is used to make comparison between two or more series of data. They can be used to compare the relative items, the distribution of two or more series of data since the percentage reduce everything as common base and allow the meaningful comparisons to be made.

Percentage refers to the special kind of ratio percentage are used in making comparison between two or more series of data. Percentages are used to describe relationship.

FORMULA: No. of respondents Percentage (%) = _________________________ Total respondents Bar chart and Pie charts are used to explain the tabulation clearly. CORRELATION X 100

Correlation analysis deals with the association between two or more variable. It does not tell anything about cause and effect relationship. Correlation is classified in two types as Positive and Negative Correlation

FORMULA: r=

Correlation value shall always lie between +1 and -1. When r=1, it shows there is perfect positive correlation between variables. When r=0, there is no correlation.

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WEIGHTED AVERAGE METHOD Weighted average can be defined as an average whose component items are multiplied by certain values (weights) and the aggregate of the products are divided by the total of weights. One of the limitations of simple arithmetic mean is that it gives equal importance to all the items of the distribution. In certain cases relative importance of all the items in the distribution is not the same. Where the importance of the items varies. It is essential to allocate weight applied but may vary in different cases. Thus weight age is a number standing for the relative importance of the items.

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CHAPTER II REVIEW OF LITERATURE

(Belch 1981; Shimp and Dyer 1978; Swinyard (1981). The communication effectiveness of comparative advertising has been an issue ever since the Federal Trade Commission encouraged advertisers to name competing brands as an alternative to the then more prevalent "brand X" euphemism (Cohen 1976). Wilkie and Farris (1975) proposed that such comparative advertising should be more effective than more traditional advertising in generating increased attention and recall, increased comprehension of claims, and greater yielding to claims. Of the studies investigating the relative effectiveness of comparative advertising, most were not supportive of these initial propositions. Comparative advertisements were often perceived as more confusing, less believable, and no more persuasive than non comparative advertisements.

Gorn and Weinberg (1984, 1983) More positive findings, however, were recently reported by Gorn and Weinberg (1984, 1983), who tested the relative effectiveness of comparative advertising by focusing on perception-related dependent variables. These authors argue that, in practice, comparative advertising is usually started by a challenger with the objective of placing the challenger in the same league as the brand leader in the mind of the consumer. A favorable result, then, for the challenger's comparative ads would be a reduction in the perceived psychological distance between the two brands. In their study, Gorn and Weinberg focused on perceived challenger-leader brand similarity as the dominant dependent variable. They manipulated type of ad by the challenger (comparative, non comparative), context (leader ad present, leader ad absent) and product category (cigarettes, golf balls, toothpastes). They found that greater perceived challengerleader similarity was obtained with comparative advertising than with non comparative advertising across the three product categories. Type of ad, however, did not affect attitude toward the product, a finding similar to previous research results. This latter result led these researchers to speculate that attitude may not be the most sensitive dependent measure and that longer term exposure might be necessary to affect attitude since attitude is a higher order response. Cognitive response data did not illuminate possible underlying processes which might have shaped and determined these results.
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Sujan (1985) One promising theoretical framework for the analysis of perceived brand similarity focuses on the cognitive processes of categorization and prototyping (Rosch 1975, 1978). Casual observation as well as recent research attest to the pervasive human tendency to categorize both objects and persons into groups, types and other categories so that nonidentical stimuli can be treated as if they were equivalent (Cantor and Mischel 1979; Rosch, Mervin, Gray, Johnson and Boyes-Braem 1976). Categorization simplifies the individual's processing task of the potentially overwhelming number of stimuli in the environment. Research further indicates that knowledge in a given category is internally structured around a typical (i.e., exemplar) or ideal instance (i.e., prototype) which captures the meaning of the category (Cantor, Mischel and Schwartz 1982). Categorization of a new stimulus under this perspective is accomplished by a prototype-matching process and is a function of the degree of similarity between the new stimulus and the category exemplar or prototype. In this way, categorization influences the processes of attention, integration, storage and retrieval of information. [The issue of whether individuals perceive categories based on exemplars or based on prototypes has been debated in the categorization literature (Cantor and Mischel 1979; Medin and Smith 1984). For our purposes, no strong distinction is made between these two approaches. Rather we follow Elio and Anderson (1981) and assume that either the exemplar or the prototype or both provide the consumer with a set of expectations (cf. Sujan 1985).]

The potential usefulness of the categorization perspective in examining consumer reaction to marketing stimuli was recently demonstrated by Sujan (1985). The results of her study suggest that category-based expectations guide consumer evaluation processes. In particular, her research suggests that consumers have well-defined categories stored in memory which enable them to perceive and evaluate new products. When applied to an analysis of comparative advertising, Sujan's findings suggest that by making reference to particular comparison brands, the consumer may categorize the new brand as an example of this category and retrieve the affect associated with the activated category. As a result, the categorization perspective is viewed as interesting paradigm for understanding comparative advertising effects.

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Belgian Advertisers' Perceptions of Interactive Digital TV as a Marketing Communication Tool 2007 Abstract Main outcome measures: Respondents' attitude towards evidence based medicine, ability to access and interpret evidence, perceived barriers to practising evidence based medicine, and best method of moving from opinion based to evidence based medicine. Results: Respondents mainly welcomed evidence based medicine and agreed that its practice improves patient care. They had a low level of awareness of extracting journals, review publications, and databases (only 40% knew of the Cochrane Database of Systematic Reviews), and, even if aware, many did not use them. In their surgeries 20% had access to bibliographic databases and 17% to the world wide web. Most had some understanding of the technical terms used. The major perceived barrier to practising evidence based medicine was lack of personal time. Respondents thought the most appropriate way to move towards evidence based general practice was by using evidence based guidelines or proposals developed by colleagues.

Ratnan 2005 Abstract This chapter investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of interactive digital television (IDTV) as a marketing communication tool. In total, 320 marketing professionals cooperated in a Web survey that was posted just before the commercial launch of IDTV in Belgium. The results show that their knowledge concerning the possibilities of advertising on IDTV is very limited, but their intentions to use IDTV in the future are relatively promising. Among the major perceived advantages of the medium are the possibility to provide more product information, two-way communication with the consumer, and the ability to target the audience more specifically. The major perceived disadvantages of the medium are the general lack experience of using it, the low adoption of IDTV by the end user, and the high cost for the advertiser.

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ANZMAC 2010

Social Media Advertising: An Investigation of Consumer Perceptions, Attitudes, and Preferences for Engagement Abstract The rapid rise of social media has captured the attention of marketers and consumers on a global scale, and together with a rapidly changing communications environment marketers now confront new challenges in terms of our understanding of consumer behaviour and consumption patterns in the new millennium. Social media brings with it powerful opportunities for brands to engage with consumers, one method being through interactive . To broaden our understanding and assist in managing marketing communications effectively, this exploratory research investigates the role of social media within the broader advertising and communications mix. Qualitative focus groups were conducted with consumers to assess perceptions and attitudes towards social media advertising, and preferences for brand engagement through this channel. Findings suggest that use of social media advertising in a multichannel communications approach could have powerful impact on brand loyalty and engagement. Consumers' Perception of the Creativity of Advertisements: Development of a Valid Measurement Scale

Abstract The aim of this article is to assess creativity in advertising. While creativity is currently measured by advertising professionals, our measure focuses on consumers' judgments of the creativity of advertisements (perceived creativity). In Study 1, in-depth interviews were conducted to explore consumers' implicit theories of creativity in advertising. In Study 2, a scale was developed to measure perceived advertising creativity. Advertisements seen as creative by the consumer include three dimensions: novelty, complexity and aesthetics. Novelty is the association of stimuli both unexpected and relevant to the advertisement. Complexity is associated with an advertisement rich in multiple meanings. The aesthetics dimension relates to design specific to creative advertising. Our research provides a better understanding of consumers' perception of creativity, and offers the opportunity for practitioners to improve the creativity of their campaigns.

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Khalid alrawi and

Walid alrawi

The overriding finding of the study is that the scope of Internet usage as a media is affected by managements' perceptions of the effectiveness of their websites as marketing tools. The researchers recommendation in this context is that firms should develop and evaluate a web-based methodology websites The findings of this study reveals that children are affected by tv advertisements and more they watch the more they are affected. The most memorable commercial advertisements for the children appears to be the ones using humours and celebrities. Furthermore children ability to distinguish between reality and fiction is possible for this age group.

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CHAPTER III INDUSTRAIL PROFILE

Analysis: Growth of Indian Television News Channels Continues The 24-hour news channel in India is a broadcasting genre that has seen double-digit growth for the past three years and seems set to continue, according to the results of a survey published in September 2005. The study was conducted by TAM (Television Audience Measurement) Media Research for the Indiantelevision.com website. It found that the number of news channels had risen from 11 in 2002 to 30 as of August 2005. The majority of these (two-thirds) were Hindi-language news channels and a few were English language. The remainder were categorized as either regional news or business news channels, which are currently the two growth areas. Audience size In terms of the news share of the television audience, the TAM study found that during the Mumbai floods in July 2005 the news genre had a 17-per cent share of the Mumbai cable and satellite audience, as against 8 per cent four weeks before the floods. Television in India now reaches 108 million homes. This is an increase of 32 per cent over 2002 and means that just over half of all Indian homes now have television. This was reported in the National Readership Survey of 2005, conducted by a branch of Indias Audit Bureau of Circulations. The NRS report also noted that the number of homes with access to cable or satellite television had risen from 40 million in 2002 to 61 million this year. (Only the national public broadcaster, Doordarshan, transmits terrestrially.) Leading Hindi channels For some years, the leading Hindi news channel has been Aaj Tak. It was launched in December 2000 and is part of the TV Today Network. TV Today is itself part of the Living Media Group, which publishes the weekly India Today and a number of other magazines. After Aaj Tak, TV Today launched an English channel, Headlines Today, and then in August 2005 a second Hindi channel, Tez (meaning Fast). Both are aimed at the busy viewer who does not have time for long and detailed news bulletins. Headlines Today has a 30-minute news cycle and network chairman and managing director Aroon Purie, at the launch of Tez,
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described his newest channels approach as maximum news in minimum time. Press reports say that TV Today is planning to launch a fourth channel, specifically for the New Delhi region. However, Aaj Taks domination of the Hindi market is now under serious threat from Star News, a joint venture between News Corporations Star TV group and the Indian ABP media group. Under Indias Foreign Direct Investment rules, Stars participation is limited to 26 per cent. ABP, based in Kolkata, is publisher of the English-language daily The Telegraph and the leading Bengali daily, Anand Bazar Patrika. Market shares TAMs weekly figures for viewing of Hindi news channels in the major metropolitan areas show that Star and Aaj Tak are running neck- and-neck. During August and September 2005 both registered a weekly market share of 25 per cent or just under. Behind them, with shares of around 15 per cent were Zee News and NDTV India. Zee News, the first 24-hour Hindi news channel, is part of the Zee Telefilms group, which also owns the countrys largest cable distributor, Siticable, and the direct-to-home satellite service Dish TV. NDTV (New Delhi Television) was originally a producer of news and current affairs programming. NDTV India launched in April 2003, as did an English-language news channel, NDTV 247. A business channel, NDTV Profit, launched in January 2005. Other Hindi channels The top four Hindi news channels are followed by a number of others, among them DD News (24-hour news in Hindi and English from the public broadcaster), Sahara Samay, Awaaz and Channel 7. Channel 7, launched this year, is part of the group that publishes Dainik Jagran. This Hindi newspaper has become the countrys most widely-read daily, with a readership of over 21 million, according to the National Readership Survey 2005. Awaaz is a business and consumer channel that is part of the TV18 stable. TV18 also operates CNBC TV18, an English-language business news channel which is a joint venture with CNBC Asia-Pacific in which TV18 has a 90-per cent stake, and the international channel South Asia World.
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Sahara Samay is part of the Sahara group, which also has interests in banking, aviation and housing. In addition to its national news channel, Sahara has branched out into what it calls city-centric channels. In July 2005 it launched one for the Delhi region to join four channels already broadcasting to Mumbai and Hindi-speaking northern regions. Going regional Star TVs tie-up with the ABP group from Kolkata (Calcutta) encouraged it to launch a Bengali channel, Star Ananda, in June 2005. It was not the first Bengali-language news channel Tara Newz had launched in February. However TAM viewing figures for Star Anandas first week showed that it had captured a market share of 38 per cent amongst news channels, as against Taras 10 per cent. As a report on Indiantelevision.com on 11 June pointed out, that high market share could be attributed to viewer curiosity and was no guarantee of future performance. However, the report also highlighted another interesting aspect of the TAM survey. The third to sixth places were taken by the four leading Hindi news channels, with between 10 and six per cent of the share. The share of the English-language channels was negligible, at two or three per cent, and CNN and BBC World both registered just one per cent. This was surprising, the report said, for a city that should have been more at ease with English than Hindi. One of the smaller Hindi news channels, India TV, also has plans to branch out regionally. Chairman Rajat Sharma told Indiantelevision.com that the company had applied for uplink permission for a Gujarati-language channel, which could be on air by November. He added that a Punjabi channel was also under consideration. North, south and beyond Away from the Hindi-speaking regions, particularly in the south, competition is not so fierce for the moment. In the largely Telugu-speaking state of Andhra Pradesh, the first two all-news channels were ETV2 and TV9, in late 2003 and early 2004 respectively. They were followed by Teja News, part of the Sun Network.

28

Sun, based in Chennai in Tamil Nadu, also operates the Tamil- language Sun News and the Kannada-language Udaya News. Malayalam speakers in Kerala are served by Asianet News and IndiaVision. ETV2 is part of the Eenadu group, which is based in Hyderabad. ETV now has 11 regional channels around the country, more than any other network except Doordarshan. Although these offer general entertainment programming, a report in The Telegraph of Kolkata on 12 March 2005 noted that ETV devoted 20 per cent of its total daily programming to news. The same report said that Sun had signed a joint venture agreement with the Malaysian payTV operator Astro All Asia. Part of the deal envisages a Bengali channel for which Sun would provide the news programming. Astro has also signed a provisional agreement with NDTV to set up 24-hour channels for southeast Asia. Growth industry Although the news TV genre is only a small part of the overall television market, it appears that there is money to be made from advertising revenue. A special report by Manisha Bhattacharjee for Indiantelevision.com on 5 October said that the news broadcast industry had grown in a few years from a market worth 1 billion rupees (22.5 million dollars) to one worth five times that figure, with the possibility of further growth. Hardly a month goes by without industry reports or speculation about planned new start-ups. Some channels will undoubtedly fall by the wayside. However, those players already in the market may find that new channels can be launched with minimal additional investment, as was the case with TV Today and Tez. Alternatively, a tie-up with a strong local media brand (see Channel 7) and/or the resources of a global operator (Star Ananda) could point the way to success. Doordarshan Network (1959-2013) Operational Cost of Doordarshan in India (2008-2009 to 2012-2013-upto October, 2012) Selected State-wise List of Places for Installation of New Transmitters (Proposed) by Doordarshan under Head Continuing Scheme in India (20072012) Selected State-wise List of Places for Installation of New Transmitters (Proposed) by Doordarshan under Head New Scheme in India (2007-2012)
29

 Financial Targets/Achievements of Doordarshan in India (2007-2008 to 2011-2012-upto October 2011) Number of Applications Received for Permission of Private Satellite TV Channels in India (2008 to 2012-upto 10.04.2012) Overall Status of Broadcasting and Cable TV Services in India (As on 31st March, 2012) Performance Indicator of Broadcasting Sector in India (June, 2011 to March, 2012) Physical Targets/Achievements (Major Projects) of Doordarshan in India (2007-2008 to 2011-2012-upto October, 2011) State-wise Number of TV Transmitters Setup in Rented Buildings in India (As on May, 2012) Selected State-wise TV Transmitter Projects Commissioned in Tribal and Inaccessible Areas of India (As on 01.04.2007 to 2010-2011-upto November, 2011) Funds Allocated and Expenditure for Development of DD Stations under North-East Special Package in India (2007-2008 and 2008-2009, Upto December 2008) Scheme-wise Outlay/Expenditure and Physical Targets/ Achievements of Doordarshan (Capital Plan) in India (2008-2009) Scheme-wise Outlay/Expenditure and Physical Targets/Achievement of Doordarhan (Revenue) in India (2008-2009) Selected State-wise TV Ownership in India (2008-2009) Selected State-wise Number of Transmmitters Envisaged to be Installed and Trans Mitters Installed in India (IXth and Xth Plan) State-wise Number of New TV Transmitters Installed in India (2002-2007) State-wise Coverage of DD-1 National and DD News in India (As on 31.03.2006) Private Channel-wise Amount Received/Outstanding Dues on Account of Taking DD Singals in Respect of India Vs. Pakistan Cricket Series in India (2005) Average Viewership to DD Metro in a week (15 + years ) individuals in India (2003)
30

 Foot Prints of Satellites (2003) Free to Air (F.T.A) Channels in India (2003) Pay Channels in India (2003) Programme Composition of DD Metro in India (2003) Reach of DD- India in Various Countries (2003) Reach of DD Metro Channel (TV Households) in India (2003) Reach of Regional Language Satellite Channels in India (2003) Regional Language Satellite Channels in India (2003) Region-wise Distribution of DD-2 Transmitters in India (As on 31.5.2003) Region-wise Distribution of Regional Language Satellite Transmitters in India (As on 31.5.2003) Region-wise Distribution of Studios and DD-1 Transmitters in India (As on 31.05.2003) Sourcing of DD India Programme (2003) State-wise DD-1 Transmitters in India (2003) State-wise Regional Language Service (RLSC) Transmitters in India (2003) State-wise Transmitters and Coverage of DD-2 ( Metro Channel ) in India (2003) Companies given Permission for Uplinking of Channels from India (From April 2002 to July 2002) Company-wise Permission Granted for Setting up Teleports in India (20012002) Reach and Viewership of DD/TV Channels (Among TV owing homes) in India (2002) Selected State-wise TV/Cable Penetration in India (2002) State-wise Home Viewers of TV in India (2002) State-wise TV Viewers in India (During 2001-2002) TV Adult ( 15+Yrs.) Viewers in India (2002) TV Channels Permitted to Uplink their Programmes from India (As on 15.3.2002) TV Homes and Viewers in India (2002) Growth of Cable and Satellite (C andS) Penetration in India (2000 and 2001) Main Findings of the Indian Readership Survey - Television (2001) People Spending Time with TV in India (2000-2001)
31

 Programme Composition DD-1 in India (2001) Reach of Different DD Channels for all India (2001) State-wise Cable and Satellite (C and S) Homes in India (2001) State-wise Number of TV Homes in India (As per 2001 Census) State-wise TV Coverage in India (As on 1.11.2001) State-wise TV Household in India (2001) TV Scenario in India (2001) Companies given Permission for Uplinking of Channels from India (Prior to July, 2000) Company-wise Defaulters of Minimum Guarantee (MG) in India (1999-2000) Most Successful TV Serials and Revenue Earned in India (1997-1998 to 1999-2000) People Spending Time with TV in India (1997 to 2000) Estimates for Television Homes from Various Sources in India (1998-1999) Growth of Cable and Satelite Homes in India (Urban Areas) (1998-1999) Reach of DD-2 Metro Network in India (1998-1999) Reach of Regional Services in India (1998-1999) Reach of RLS Channels in India (1998-1999) TV Viewers by Regions in India (1998-1999) Production of TV Sets in India (1981 to 1998) Number of Television Relay Centres in India (1961 to 1997) TV Licences Issued in India (From 1962 to 1984) Reach of DD Regional Channels Inside and Outside State in India Satellites Covering India for Broadcasting Television Channels Set Top Box Manufacturers in India

32

COMPANY PROFILE

PROPRIETOR

JOHN KUMAR.A

ADDRESS

A J K CABLE TV NO.72 SAVARI PADAYACHI ST NELLITHOPE, PUDUCHERRY INDIA PHONE: 2201111

NO OF CHANNELS

AJK TV, AJK GOLD, AJK REENA, JAI KRISHNA

INTERNAL EMPLOYEES:

30 MEMBERS

EXTERNAL EMPLOYEES:

200 OPERATORS

COMPANY POLICY

NEVER COMPROMISE IN EQUALITY CUSTOMER SATISFACTION

33

Mission >> To provide fast, free, reliable and comprehensive information to our users and connect buyers to sellers.

Corporate Information The company started offering local search services in 1996 under the Justdial brand and we believe that it is a leading player in a rapidly growing local search market in India. The official website www.justdial.com was launched in 2007. Our search service is available to users across multiple platforms, such as the internet, mobile Internet, over the telephone (voice) and text (SMS). We believe that our search service bridges the gap between our users and business by helping users find relevant providers of products and services quickly while helping business listed in our database to market their offerings. Facts For the year ended March 31, 2013 we addressed 364 million search requests from millions of users across platforms. Justdial has 08888888888 as their operator assisted hotline number, across India, which is accessible 24 hours a day, 7 days a week with multi-lingual support. Justdial Apps are available for the Android, Blackberry and iOS platforms and we have location based service for our mobile Internet users. Justdial has a database of approximately 9.1 million listings as of March 31, 2013. Justdial users have contributed 30,850,128 reviews and ratings for various listings, till date. Justdial had approximately 206,500 campaigns as of March 31, 2013. Business owners have the option to list their business on Justdial's database for free. With the registered & corporate office based in Mumbai, Justdial also had offices across India in Ahmedabad, Bengaluru, Chandigarh, Chennai, Coimbatore, Delhi, Hyderabad, Jaipur, Kolkata and Pune.

34

Key Highlights Services offered across various cities and towns in India Advanced and scalable technology platform Experienced management team Large online community for reviews Long operating history with a proven monetization model

Investors SAIF Partners, Sequoia Capital, Tiger Global, EGCS and SAP Ventures have invested in the company.

35

CHAPTER IV DATA ANALYSIS AND INTERPRETATION

AGE Table 4.1 Particulars No.of respondents 20-30 30-40 40-50 50-60 Above 60 Source: Primary data 4 3 15 4 4 % of respondents 13% 11% 50% 13% 13%

Chart 4.1
50% 16 14 12 10 8 13% 6 4 2 0 20-30 30-40 40-50 Options 50-60 Above 60 4 3 4 4 11% 15 13% 13%

INFERENCE The above table infers that 13% of respondents belong to 20-30 age group, 11% respondents belong to 30-40 age group, 50% of respondents belong to 4050 age group, 50-60 age group and above 60 age group of respondents were 13%. So most of the respondents were 40-50 age group.
36

SEX Table 4.2 Particulars Male Female Source: Primary data No.of respondents 27 3 % of respondents 70% 10%

Chart 4.2

70 % 30

25

20

15

30%

10

0 Male Options Female

INFERENCE The above table infers that 70% of respondents were male and 30% of respondents were female. So, most of the respondents are male.
37

MARITAL STATUS Table 4.3 Particulars Married Unmarried Source: Primary data Chart 4.3 No.of respondents 23 7 % of respondents 77% 23%

77% 25

20

23% 15

10

0 Married Options Unmarried

INFERENCE The above table infers that 77% of respondents were married and 23% of respondents were unmarried. So, most of the respondents were married.

38

INCOME LEVEL Table 4.4

Particulars Below 50,000 Above 1,00,000 Above 50,00,000 Source: Primary data

No.of respondents 4 19

% of respondents 14% 63%

72

23%

Chart 4.4

63%

23%

14%

No.of respondents

INFERENCE The above table infers that 14% of respondents were getting below 50,000 income, 63% of respondents were getting above 1, 00,000 and 23% of respondents were getting above 50, 00,000 income. So most of the respondents were getting their income has above 1, 00,000.
39

QUALIFICATION Table 4.5 Particulars School level U.G P.G Professionals None Source: Primary data Chart 4.5 No.of respondents 3 8 7 12 0 % of respondents 10% 27% 23% 40% 0

40% 14 12 10 8 10% 6 4 2 0 3 8 7 0 0 12 27% 23%

Options

INFERENCE The above table infers that 10% of respondents were only in school level, 27% of respondents were in U.G, 23% of respondents were in P.G, 40% of respondents were professionals. So, most of the respondents were professionals.

40

TYPE OF ADVERTISEMENT Table 4.6 Particulars Personal Commercial Social & awareness Source: Primary data Chart 4.6 No.of respondents 12 11 7 % of respondents 40% 37% 23%

14 12 10 8 6 4 2 0

40%

37%

23%

12

11 7

Options

INFERENCE The above table infers that 40% of respondents were give personal ads, 37% of respondents were give commercial ads and 23% of respondents were give social awareness ads. So most of the respondents were give personal ads.

41

AWARENESS ABOUT CHANNEL Table 4.7 Particulars Friends Family Neighbours Others None Source: Primary data Chart 4.7 No.of respondents 5 4 7 11 3 % of respondents 17% 13% 23% 37% 10%

37% 12

10 23% 8 17% 6 13% 11 10%

4 5 2 4

0 1 2 3 Options 4 5 6

INFERENCE The above table infers that 17% of respondents were know this channel with the help of their friends, 13% of respondents opinion is family, 23% of respondents opinion is neighbours, 37% of respondents others opinion is to know this channel. So, most of the respondents getting awareness this channel based on others opinion.
42

ADVERTISER LIKES TOWARDS AJK CHANNEL Table 4.8 Particulars Strongly agree Agree Neutral Disagree Strongly disagree Source: Primary data Chart 4.8
43% 14 12 27% 10 8 13 6 4 2 0 Strongly agree Agree Neutral Options Disagree Strongly disagree 8 3% 5 3 1 10%

No.of respondents 8 13 5 3 1

% of respondents 27% 43% 17% 10% 3%

17%

INFERENCE The above table infers that 27% of respondents were strongly agree due to likes this channel, 43% of respondents were agree, 17% of respondents were neutral state, 10% of respondents were disagree and 3% of respondents were strongly disagree. So, most of the respondents were in agree state because they likes this channel very much.
43

AJK TV CHANNEL COVERS MORE AREA Table 4.9 Particulars Strongly agree Agree Neutral Disagree Strongly disagree Source: Primary data Chart 4.9 No.of respondents 7 13 5 2 3 % of respondents 23% 43% 17% 7% 10%

43% 14 12 23% 10 8 13 6 4 2 0 Strongly agree Agree Neutral Options Disagree Strongly disagree 7 5 2 3 7% 17% 10%

INFERENCE The above table infers that 23% of respondents are strongly agree that the channel covers more area, 43% of respondents were agree, 17% of respondents were neutral state, 7% of respondents were disagree and 10% of respondents were strongly disagree. So, most of their respondents are agree that the channel was covers more area in pudhucherry.

44

COMMERCIAL ADVERTISEMENT AFFECT PEOPLES THROUGH AJK CHANNEL Table 4.10 Particulars Recall Positive impression Interest Desire to 6 5 20% 17% No.of respondents 3 11 % of respondents 10% 37%

purchase/explore Standard living Source: Primary data Chart 4.10 of 5 17%

37% 12 10 8 6 4 2 0 3 10% 11 6 5 5 20% 17%

17%

Options

INFERENCE The above table infers that 10of respondents were recall when saw the commercial ad through channel, 37% of respondents were positive impression, 20% of respondents were interest, 17% of respondents were both desire to purchase and standard of living. So, most of the respondents were getting positive impression after saw the ad.
45

PURCHASING BEHAVIOUR OF PEOPLE AFTER ADVERTISEMENT Table 4.11 Particulars Very likely Somewhat likely Undecided Not very likely Not likely Source: Primary data Chart 4.11
37% 12 10 8 17% 6 9 4 2 0 Very likely Somewhat likely Undecided Options Not very likely Not at all likely 3 4 5 11 10% 13% 30%

No.of respondents 9 11

% of respondents 30% 37%

3 4 5

10% 13% 17%

at

all

INFERENCE The above table infers that 30% of respondents were very likely their purchasing behaviour was increased after advertisement, 37% of respondents were somewhat likely state, 10% of respondents undecided to purchase, 13% and 17% of respondents were not likely to purchase after advertisement. So, most of the respondents were very likely to purchase after advertisement.

46

DECIDING BETWEEN THIS CHANNEL AND COMPETING CHANNEL Table 4.12 Particulars Very much Somewhat Undecided Very little Not at all Source: Primary data Chart 4.12 No.of respondents 8 13 5 3 1 % of respondents 27% 43% 17% 10% 3%

43% 14

12 27% 10

8 13 6 8

17%

10%

5 2 3

3%

1 0 Options

INFERENCE The above table infers that 27% of respondents were very much decided to chosen this channel, 43% of respondents somewhat decided, 17% of respondents were undecided, 10% of respondents were very little bit decision to chose this channel, 3% of respondents were not likely state. So, most of the respondents were somewhat decided to chosen this channel. INCREASE OF BUSINESS GROWTH DUE TO ADVERTISEMENT
47

Table 4.13 Particulars Strongly agree Agree Neutral Disagree Strongly disagree Source: Primary data Chart 4.13 No.of respondents 13 8 5 3 1 % of respondents 43% 27% 17% 10% 3%

43% 14 12 10 8 13 6 4 2 0 Strongly agree Agree Neutral Options Disagree Strongly disagree 8 5 3 1 3% 10% 27% 17%

INFERENCE The above table infers that 43% of respondents were strongly agree that their business growth was increased, 27% of respondents were agree, 17% of respondents were neutral state, 10% of respondents were disagree and 3% of respondents were strongly disagree. So, most of the respondents were strongly agree that their business growth was high due to advertisement.

CHANNEL IS COST EFFECTIVE

48

Table 4.14 Particulars Strongly agree Agree Neutral Disagree Strongly disagree Source: Primary data Chart 4.14 No.of respondents 13 8 5 3 1 % of respondents 43% 27% 17% 10% 3%

43% 14 12 10 8 13 6 4 2 0 Strongly agree Agree Neutral Options Disagree Strongly disagree 8 5 3 1 3% 10% 27% 17%

INFERENCE The above table infers that 43% of respondents were strongly agree that the channel is least cost, 27% of respondents were agree, 17% of respondents were neutral state, 10% of respondents were disagree, 3% of respondents were strongly disagree. So, most of the respondents were strongly agree that the channel is least cost effective.

PROVIDING OFFERS
49

Table 4.15 Particulars Strongly agree Agree Neutral Disagree Strongly disagree Source: Primary data Chart 4.15 No.of respondents 11 6 5 5 3 % of respondents 37% 20% 17% 17% 10%

37% 12 10 8 6 4 2 0 Strongly agree Agree Neutral Options Disagree Strongly disagree 11 10% 6 5 5 3 20%

17%

17%

INFERENCE Form the table it is infers that 37% of respondents were strongly agree that the ajk tv channel provides offers for their ad, 20% of respondents were agree, 17% of respondents were in neutral state, 17% of respondents were disagree and 10% of respondents were strongly disagree. So, most of the respondents were strongly agree that the ajk tv channel was provided offers for their ad. CLEARLY AND EFFECTIVELY
50

Table 4.16 Particulars Strongly agree Agree Neutral Disagree Strongly disagree Source: Primary data Chart 4.16 No.of respondents 13 7 5 2 3 % of respondents 43% 23% 17% 7% 10%

43% 14 12 10 8 13 6 4 2 0 Strongly agree Agree Neutral Options Disagree Strongly disagree 7 5 2 3 7% 23%

17% 10%

INFERENCE From the above table it is infers that43% of respondents was strongly agree that the ajk tv channel were clear and effective, 23% of respondents were agree, 17% of respondents were in neutral state, 7% of respondents were disagree and 10% of respondents were strongly disagree. So, most of the respondents were strongly agree that the channel is very clear and effective for telecasting the ad.

REFLECTIONS TOWARDS AD
51

Table 4.17 Particulars Dependable Honest Reliable Sincere Trustworthy Source: Primary data Chart 4.17 No.of respondents 9 8 4 5 4 % of respondents 30% 27% 13% 17% 13%

30% 10 9 8 7 6 5 4 3 2 1 0 Dependable Honest Reliable Options Sincere Trustworthy 4 9 8 13% 17% 27%

13%

5 4

INFERENCE Form the above table it is infers that 30% of respondents opinion reflection of ad was dependable, 27% of respondents were honest, 13% of respondents was reliable, 17% of respondents was sincere and 13% of respondents was trustworthy. So, most of ther respondents reflection was dependable in nature AJK TV CHANNEL IS EXPERTISE
52

Table 4.18 Particulars Well experienced Experienced Inexperienced Source: Primary data Chart 4.18 10 8 33% 27% No.of respondents 12 % of respondents 40%

40%

14 12 33% 10 8 12 6 4 2 0 Well experienced Experienced Options Inexperienced 10 8 27%

INFERENCE From the above it is infers that 40% of respondents opinion is ajk channel was well experienced, 33% of respondents opinion was experienced, 27% of respondents was inexperienced. So, most of the respondents opinion was that the ajk channel is well experienced for telecast their ad.

MORE PUBLICITY OF AJK

53

Table 4.19 Particulars Strongly agree Agree Neutral Disagree Strongly disagree Source: Primary data Chart 4.19 No.of respondents 8 13 5 3 1 % of respondents 27% 43% 17% 10% 3%

43% 14 12 10 8 6 4 2 0 Strongly agree Agree Neutral Disagree Strongly disagree 8 5 3 13 27% 17% 10% 3% 1

No. of respondents

INFERENCE From the above it is infers that 27% of respondents are agree that ajk tv was more publicity in pudhucherry, 43% of respondents was agree, 17% of respondents was in neutral state, 10% of respondents was disagree, and 3% of respondents was disagree. So, most of the respondents was agree that the ajk tv more publicity.

54

REASON FOR CHOOSING AJK TV CHANNEL Table 4.20 Particulars Reaching customers Low cost More publicity Source: Primary data Chart 4.20
47% 16 14 12 10 8 6 4 2 0 Reaching customers Low cost No. of respondets More publicity 4 12 13% 14 40%

No.of respondents 12

% of respondents 40%

4 14

13% 47%

INFERENCE The above table infers that 40% of respondents opinion is why they choose ajk channel it reaches the customer, 13% of respondents opinion is it was low cost and 47% of respondents opinion is it having more publicity. So, most of the respondents opinion for choose ajk tv was it is more publicity.

55

INTERACTION AJK TV CHANNEL EMPLOYEES Table 4.21 Particulars More friendly Good relationship Bad relationship Source: Primary data 6 20% No.of respondents 10 14 % of respondents 33% 47%

Chart 4.21
47% 16 14 12 10 8 6 4 2 0 More friendly Good relationship No.of respondents Bad relationship 20% 33%

14 10 6

INFERENCE The above table infers that 33% of respondents were that the interaction was friendlier, 47% of respondents opinion is good relationship, and 20% of respondents were that the interaction was bad relationship. So, most of the respondents opinion is ajk tv channel employees having more friendly nature towards the advertisers.
56

GETTING BENEFITS Table 4.22 Particulars Offer Discounts Sometime free advertise No benefits None Source: Primary data Chart 4.22
37% 12 10 8 13% 6 4 2 0 Offer Discounts Sometime free advertise No benefits None 11 7 4 4 4 13% 13%

No.of respondents 11 7 4

% of respondents 37% 23% 13%

4 4

13% 13%

23%

No.of respondents

INFERENCE From the above it is infers that 37% of respondents getting offer for their ad, 23% of respondents getting discounts, 13% of respondents getting sometime free offer, sometime they are get any benefits. So, most of the respondents getting offer for their ad.

57

RESPONSE AFTER ADVERTISEMENT Table 4.23 Particulars Excellent Very good Good Marginal No response No.of respondents 13 8 5 3 1 % of respondents 43% 27% 17% 10% 3%

Source: Primary data Chart 4.23

43% 14 12 10 8 13 6 4 2 0 Excellent Very good Good Marginal No response No.of respondents 8 5 3 1 27%

17% 10%

3%

INFERENCE The above table it is infers that 43% of respondents response was good after saw ad, 27% of respondents was very good, 17% respondents was good, 10% of respondents was marginal state, 3% of respondents opinion is no response when people after saw ad. So most of the respondents response was excellent..

58

ANALYSIS USING WEIGHTED AVERAGE METHOD BASED ON COST EFFECTIVE AND OFFERS

Table 4.24

Options

Strongly agree Agree Neutral Disagree

Strongly Disagree

Cost effective

13

Provide offers

11

Source: primary data

point weightage 5 Strongly Factors Cost effective Provide offers 11 6 5 5 3 110 1.10 2 13 8 5 3 1 119 1.19 1 agree Agree Neutral 4 3 2 1 Strongly Disagree Disagree Total Avg Rank

59

INTERPRETATION:

The above table infers that the advertisers gives more weight age First to the Cost of effective. Second to the Provide offers.

This shows that the Advertisers are highly cost effective, so it leads to provide offers enrichment towards the cost effective.

60

ANALYSIS USING CORRELATION ANALYSIS: BASED ON AJK TV CHANNELS COVERS MORE AREA AND MORE POPULARITY

Table No.25

Case Processing Summary Cases Valid N More popularity * Covers more area 30 Percent 100.0% N 0 Missing Percent 0.0% N 30 Total Percent 100.0%

More popularity * covers more area Cross tabulation Count Covers more area Strongly agree Strongly agree Agree More popularity Neutral Disagree Strongly disagree Total 7 8 0 0 0 15 1 4 0 0 0 5 0 1 4 0 0 5 0 0 1 1 0 2 Agree neutral Disagree Strongly disagree 0 0 0 2 1 3 8 13 5 3 1 30 Total

61

Symmetric Measures Value Asymp. Std. Errora Interval by Interval Ordinal by Ordinal N of Valid Cases a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation. Pearson's R Spearman Correlation .883 .037 Approx. Tb 9.953 Approx. Sig. .000c .000c

.804 30

.083

7.157

INTERPRETATION:

The value obtained is in positive. From the correlation analysis it is inferred that, the advertisers have the positive feedback on when the channel covers more area and popularity.

62

CHAPTER V 5.1 FINDINGS OF THE STUDY

Based on the survey most of the respondents age is 40-50 and their percentage is (50.13) Most of the respondents are male (70%). From the above table infers that most of the respondents are married (77%). When the majority of the respondents are a professional(40%), and U.G & P.G 9s (27%) & (23%). Based on the respondents mostly respondents are giving commercial as well as the personal advertisement towards this channel. From the survey majority of the respondents are knowing about this channel is based on their family (17%), friends (13%), neighbours (23%) and others (37%). Based on the survey that the respondents likes this channel is agreed and also strongly agree. When the survey that the channel covers more area most of the respondents are agreed but some respondents are disagree because respondents opinion is this channel does not cover all areas. When the survey that the commercial advertisement affects people through ajk tv channel 10% of respondents are recall for seeing the ad, 37% of respondents are having positive impression, 20% of respondents are interest to see the ad. From the survey based on the advertisement how likely people to purchase the product in future, most of the respondents are somewhat likely. Based on the survey deciding between this channel and competing channel how much ad influence to buy the product, 43% of respondents are somewhat to purchase, 27% of respondents are very much to purchase. From the survey does the business growth is increased due to advertise in this channel most of the respondents are strongly agreed and their percentage is 43%, 27% of respondents are agreed, 10% of respondents are disagree because channel does not covers all areas so people does not aware about the products. When the survey the ajk tv channel give any offer, 37% of respondents are strongly agreed, 20% of respondents are agreed.

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 Based on the survey reflection of advertiser feeling towards ajk tv channel, most of the respondents are dependable their percentage is 30%, 27% of respondents are honest, 13% of respondents are reliable and trustworthy. As per the survey, the channel is experience to advertise the ad 40% of

respondents are well experienced, 33% of respondents are experienced and 27% of respondents are inexperienced The above table infers that believe of advertiser towards ajk tv channel is more publicity, 43% of respondents are agreed, 27% of respondents are strongly agreed and 10% of respondents are disagreed. The table infers that why advertiser choose ajk tv channel most of the respondents are giving their opinion is its is more publicity (47%), reaching customers 40%, Low cost (13%). The table infers that the ajk tv channel employees how interaction with you, most of the respondents good relationship (47%), more friendly 33%, 20 % of respondents are bad relationship. Thus the table infers that the ajk tv channel give any benefits to you most of the respondents are getting offer (37%), discounts (23%), sometime free, no benefits are (13%). For the weighted average method, that the Advertisers are highly cost effective, so it leads to provide offers enrichment towards the cost effective. From the correlation analysis, the value obtained is in positive. From the correlation analysis it is inferred that, the advertisers have the positive feedback on when the channel covers more area and popularity.

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5.2 SUGGESTIONS
o The advertiser thinks that the company has improved the network to cover all the areas. o When the respondents thinks AJK TV network is more costly so the company must to reduce the cost. o An advertiser feels that the AJK TV network try to provide benefits to their advertisement. o Increasing the ad and become more popularity in pudhucherry. o When some advertisers think their ad was not clear and effective so the company has to improve the clear and effective of the advertisement.

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5.3 CONCLUSION OF THE STUDY

The informative and interesting analysis of "Advertisers perception" about indulge in the AJK GOLD in PUDHUCHERRY, advertisers perceptions provides media company executives insight necessary for increasing ad sales, market position and competitive advantage. And it helps to make more benefits to advertisers. To give advertising to advertisers for which one is highly expected. It is concluded that advertisers' perception are the basic things, which could helpful to the company could look into the grey areas and try to rectify them so that advertisers could be highly satisfied.

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