Professional Documents
Culture Documents
By:
N.VENKATA NAGARJUNA
(H.T.No: DM-04-024)
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CERTIFICATE
This is to certify that Mr. N.Venkata Nagarjuna, student of Auroras Business School,
Hyderabad, has undergone a four-week summer internship program in our
organization from 10th May 2009 to 10th of June 2009.
As a part of his summer internship Program, he has completed a study on Media
planning, Media buying and Advertising. We find Mr.N.Venkata Nagarjuna sincere,
diligent and Hardworking in the tasks assigned to him.
We wish him all the best for his endeavors.
K.Krishnamohan
Marketing Head
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CERTIFICATE
This is to certify that Mr.N. Venkata Nagarjuna is a bonafide student of Auroras
Business School, Hyderabad working under my guidance for the Project work. He
has done the summer internship project in HY TV. During the internship period he
has done this piece of research work entitled Role of Media planning, Media buying
and Advertising in Electronic media (HY TV). The said work is the original
contribution of the student.
DIRECTOR
SIGNATURE
SUPERVISOR
Date
Date
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OF
THE
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DECLARATION
I, VENKATA NAGARJUNA bearing Roll No. DM-04-024 hereby declares that this Project
work is genuine piece of work done by me and it is original. This Project has not
been copied from any other source and has not been submitted for fulfillment of any
other degree/diploma. I have collected the data and analyzed the same.
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ACKNOWLEDGEMENT
I express my sincere thanks to Mr. KRISHNAMOHAN. K, Marketing Head, HY TV,
Banjara Hills, Hyderabad. Who guided me throughout my project with constant cooperation, encouragement and motivation.
I thank to record my gratitude our college Director for his encouragement and
valuable support towards us.
My project guide Mr. KISHORE. G has provided his valuable inputs as and when
required. I thank him for his help and constant support.
I wish to place on record my gratitude to all the persons I have met during the data
collection phase of my Project. Their inputs are indispensable.
Last but not the least I would thanks my friend for sharing the resources required for
successful completion of this project.
N.VENKATA NAGARJUNA
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CONTENTS
TOPIC
Pg .No
1. Company Profile----------------------------------------------------------------------------------9
2. Introduction to Media sector-------------------------------------------------------------------12
2.1. Cable TV industry
2.2.
overview------------------------------------------------------------------Impact on Television
13
Industry----------------------------------------------------------------17
3. Organization structure of HY TV-------------------------------------------------------------18
4. Advertising---------------------------------------------------------------------------------------19
4.1 Introduction to Advertising--------------------------------------------------------------------19
4.2 Objectives of Advertising----------------------------------------------------------------------19
4.3 Functions of Advertising-----------------------------------------------------------------------20
4.4 Advertising versus Publicity-------------------------------------------------------------------21
4.5 Marketing of an Advertisement---------------------------------------------------------------21
4.6 Key participants in Marketing process-------------------------------------------------------21
5. Consumer Behavior Study----------------------------------------------------------------------23
5.1 Factors influencing consumer behavior-----------------------------------------------------24
5.2 Flow chart of Brand Building on TV channel----------------------------------------------27
6. The Advertising Business------------------------------------------------------------------------29
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36
41
41
6.13Departments in Ad agency--------------------------------------------------------------------42
7. Communication Process--------------------------------------------------------------------------42
7.1Components of Communication
Process------------------------------------------------------- 43
8. Media Planning-------------------------------------------------------------------------------------45
8.1 Introduction about Media Planning-------------------------------------8.2Media terms-----------------------------------------------------------------49
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46
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53
8.8Media Scheduling-----------------------------------------------------------
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55
58
59
61
11.1Research Methods---------------------------------------------------------
62
11.2Research Design-----------------------------------------------------------
62
62
11.4Sampling Techniques-----------------------------------------------------
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64
66
68
69
72
74
78
79
12. Suggestions----------------------------------------------------------------
90
13. Conclusion-----------------------------------------------------------------
91
14. Bibliography---------------------------------------------------------------
92
DIAGRAMS
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1.
2.
3.
4.
5.
6.
Cable TV Industry Structure------------------------------------------Market shares------------------------------------------------------------Flow chart on Brand building on TV channels-------------------Channel rating Diagram-----------------------------------------------Flexibility of Media Channel-----------------------------------------Sales of electronic media in last five years------------------------
15
15
27
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52
56
TABLES
1. Cable industry Financials-----------------------------------------------
16
56
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OBJECTIVE:
To study the relationship among media planning, media buying and
Advertising a specific product in electronic media.
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Bhojpuri speaking people. Bhojpuri is not just the mother tongue but enshrines a
heritage for many in Bihar, Jharkhand, Uttar Pradesh, Madhya Pradesh, West Bengal
and Delhi, besides immigrants in countries such as Nepal, Mauritius and many
countries spread through the 5 continents of the world that could number more than
18 crores.
Positive Television has offices and television studios in Delhi, Mumbai, Calcutta,
Hyderabad, Patna, Ranchi, Varanasi and more. POSITIV TV has affiliate offices and
studios in London and Los Angeles. NETV, NE Hi Fi and NE Bangla are also a
broadcast affiliate of Turner International. Today, POSITIV TV Media boasts of
satellite, cable and internet carriage in more than 1 crore (10 million) homes in India
alone besides tens of thousands of expatriates and others watching NETV, NE Hi Fi
and NE Bangla real-time as a broadband Internet based live stream worldwide.
NETV is today the largest and leading single platform for advertisers in the
Northeast. There is no other media, print or television, in this region which can
boast of an overwhelming statistic connecting all of northeast India television
audience, i.e. 6.8 million homes. HY-TV- Hyderabad will fill a niche media void in the
Greater Hyderabad metro area and target a lucrative 1 million potential population.
The channel will deploy a successful dual-core strategy, as in the worlds developed
markets,
with
programming
for
and
marketing
to
21st
century
highly
including very topical talk shows, exclusive interview-based features on lifestyle &
entertainment, game shows, contests and interactive programs that drive audience
interaction and therefore derive constant ratings. On a larger level, HY-TVHYDERABAD will find a national and international audience that wants to inform and
entertain themselves on and about Hyderabad. All these elements will help HY TV,
HYDERABAD leverage ratings and revenues. Thus, HY TV, HYDERABAD incorporates
all elements that satisfy the insatiable, discerning appetite of the target audience to
make it the top choice of the local audience. Simultaneously, it will appeal to the
regional, national and international advertiser.
2. INTRODUCTION ABOUT THE TV MEDIA:
The Indian Cable TV industry, which began operations just a decade ago, is going
through another phase of development. The absence of regulations governing the
industry had resulted in its disorganized growth and the government has been
making efforts to professionalize the industry. The entry of multi-system operators
(MSOs), in the mid-1990s, was expected to bring greater discipline. However, since
the last mile was controlled by a large number of individuals called the local cable
operators (LCOs) and independent cable operators (ICOs), the industry remained
fragmented and disorganized and MSOs remained squeezed in terms of profitability
due to their lack of last mile ownership.
The government was successful in passing the Conditional Access System (CAS) Bill
in the last session of Parliament, which is expected to bring greater discipline to the
market place. The CAS Bill primarily deals with the issue of lack of addressability
the bane of the industry. Lack of addressability meant that broadcasters did not
know the exact reach of their channels, while the LCOs earned a disproportionate
share of the cable revenues by under declaring the households reached, to MSOs,
ICOs and broadcasters. This is expected to change with the implementation of CAS
in the four major metros from 14 July 2003. Fitch believes that, in medium to long
term, the MSOs and broadcasters would be the biggest beneficiaries of the
implementation of CAS, though in the near term they would be impacted due to low
penetration of CAS and the consequent drop in advertising and subscription
revenues. CAS, essentially comprising a set-top box (STB) and subscriber
management software, helps track viewer ship accurately and makes the whole
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(managed by the Hinduja Group), Siticable (earlier a joint venture between the
Promoter of Zee TV, Subhash Chandra, and Star TV, now fully owned by Zee TV),
Hathway Cable (owned by the Rajan Raheja Group, with a strategic stake by Star
TV), Asianet Satellite Communications Limited (owned by the Rajan Raheja Group),
Ortel Communications, RPG Netcom (a company promoted by the RPG Group) and
Sumangali Cable Network (SCN owned by Sun TV) control close to 30% of the
industry in terms of number of subscribers. Most of the smaller towns are covered
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by ICOs, who function like MSOs. The only difference between an MSO and an ICO is
that the ICOs reach is smaller and they do not invest in sophisticated technology
like MSOs.
The existing market shares of MSOs and ICOs are given in Chart 2.
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CHAIRMAN
O/P HEAD
I/P HEAD
BEAURO
EDITORS
GRAPHICS
CAMERA
H.R DEPT.
REPORTERS
FRONT
ACCOUNTS
ADVERTISEMENTS
SALES
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4. ADVERTISING
As we know that advertising plays an important role in Marketing especially in
electronic
media.
All
the
TV
channels
will
generate
revenues
through
To increase sales
Persuasion of dealers
Help to dealers.
To increase in per capita use
Creates awareness of new product
To eliminate seasonal fluctuations
More business for all
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Product
Place
Promotion
Price
(2) MARKETS:
It is a group of current and prospective customers who share a common
interest, need, or desire, who can use the specific product or service, and
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who are willing to pay for it. These markets are broadly classified into four
types
a.
b.
c.
d.
Consumer markets
Business markets
Government markets
Global markets
(3) MARKETERS:
The third participation in the marketing process, marketers, includes every
person or organization that has products, services, or ideas to sell
manufactures market consumer and business products. Farmers market
wheat; doctors market medical services; banks market financial products;
and political organizations market philosophies and candidates. To be
successful, marketers must know their markets intimately before they start
advertising.
5. CONSUMER BEHAVIOUR:
Marketing
Stimuli
Consumer
Other
Stimuli
Consumers
Characteristi
Decisions
cs
Product
Price
Place
Promotion
Economic
Cultural
Product choice
Problem recognition
Social
Brand choice
Information search
Personal
Dealer choice
Decision Evaluation
Technological
Political
Cultural
Psychologica
Post
Behavior
Purchasing
purchase
timing
Purchasing
amount.
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Cultural factors
Social factors
Personal
Reference
Cultural
groups
factors
Age & Life
cycle
Psychological
factors
Family
Occupation
Motivation
Sub-cultural
Economic
Perception
Circumstances
Learning
Beliefs and
Life style
personality &
Self concept
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Attitudes
Buyer
Cultural factors
Culture: Culture is the most fundamental determinant of a persons wants and
behavior like set of values, perceptions, preference and behaviors through his or her
family member.
Sub culture: Sub culture includes nationalities, religious, racial groups and
geographical regions.
Social class: Social classes are relatively homogenous and enduring decisions in a
society which are hierarchically ordered and whose members share similar values,
interests and behavior. Social classes include upper class, middle class and lower
class.
Social factors
Reference groups: A persons reference group consists of all the groups that have
a direct (face to face) or indirect influence on the persons attitude or behavior.This
groups to which the person belongs and interacts.
Personal factors
A consumer decisions are also influenced by personal characteristics notably the
buyers age & life cycle stage, occupation, economic, circumstance, life style &
personality and self concept.
Psychological factors
Motivation: A person has many needs at any given time. Some needs are biogenic.
They arise from psychological states of tension such as hunger, tryst and
discomfort.
Perception: Perception is defined as the process by which an individual select,
organizes intercepts information, input to create a meaningful picture of the world.
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Main Aspects:
Product ,Quality,Range,Praising
Distribution,Sales and Marketing Strategies.
Media Planner:
He takes care of media channels list, programs, films, period of
campaign, target audience.
Media Buyer:
He deals with rate factor, channels, TRP based programs and finalize
the deal then reports to key account manager.
5. THE ADVERTISING BUSINESS
6.1 AGENCIES AND CLIENT RELATIONSHIP:
A modern advertising agency offers specialized knowledge, skills and experience
which are required to product an effective advertising campaign. It has writers,
Artists, Media experts, Researchers, Television producers, account executives,
etc.These
specialists
work
together
to
understand
fully
the
advertisers
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b) Sales and marketing personnel often assist in the creative process, help
choose the ad Agency.
c) Artists and writers produce ads, broachers and other materials.
d) Product engineers and designers give input to the creative process and
provide information about competitive products.
e) Administrators evaluate the cost of the ad Companies and help plan budgets.
f) Clerical staff coordinates various advertising activities.
6.5 KINDS OF AGENCY ORGANISATION:
1.
2.
3.
4.
Group system
Departmental system
Decentralized organization
Smaller Agency Organization
CREATIVE
LAYOUT
MEDIA
ADVERTISING MANAGER
ADVERTISING RESEARCH
COPY ART
Organization by media:
The advertising manager is given the ultimate responsibility for managing
advertising in all the media.
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ADVERTISING MANAGER
PRINT MEDIA
BROADCASTING MEDIA
MAGAZINES
TELEVISION
TEADVERTISI
NEWS PAPERS
RADIO
RADIOADVERT
OTHER MEDIA
OUTDOOR
TRANSIT
DIRECT MAIL
DIRECTMAILA
Organization by Product:
ADVERTISING MANAGER
PRODUCT
PRODUCT
PRODUCT
BRAND BRAND
BRAND
PRODUCT
C
BRAND
D
BRAND
BRAND
ADVERTISING MANAGER
FINAL
USER
INSTITUTIONAL
MARKETS
INDUSTRIAL MARKET
STUDENTS
STUSTUDENT
EMPLOYED
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AGRICULTURA
ADVERTISING MANAGER
INTERNATIONAL
NATIONAL
NORTH REGION
SOUTH
WEST
6.7 SELECTION OF AN ADVERTISING AGENCY:
EASTERN
Full-service agencies:
Most full-service agencies work on a combination of fee-based and commission
based compensation. The fee is paid by the entity for which the marketing is being
done. The commission is a payment from the media to the agency and is usually
equal to 15% of the cost of the advertisement. The broadcast media, radio and
television, traditionally pay a commission.
Full-service, or media-neutral advertising agencies produce work for many types of
media, creating integrated marketing communications, or through-the-line (TTL)
advertising. The "line", in this case, is the traditional marker between the media
that pay a commission to the agency and the media that do not.
Full-service agencies are also known as traditional advertising agencies for the
client, wherein the client satisfies almost all their advertising or promotional needs
with the same organization. This type of agency provides advertising services such
as strategic planning, creative development, production, media planning, media
buying, and other related services such as sales promotional, direct selling, design,
and branding, etc.
Interactive agencies:
Interactive agencies may differentiate themselves by offering a mix of web
design/development, search engine marketing, internet advertising/marketing, or ebusiness/e-commerce consulting. Interactive agencies rose to prominence before
the traditional advertising agencies fully embraced the Internet. Offering a wide
range of services, some of the interactive agencies grew very rapidly, although
some have downsized just as rapidly due to changing market conditions. Today, the
most successful interactive agencies are defined as companies that provide
specialized advertising and marketing services for the digital space. The digital
space is defined as any multimedia-enabled electronic channel that an advertiser's
message can be seen or heard from. The 'digital space' translates to the Internet,
kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile). Interactive
agencies function similarly to advertising agencies, although they focus solely on
interactive advertising services. They deliver services such as strategy, creative,
design, video, development, programming (Flash and otherwise), deployment,
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generation,
communications
digital
strategy,
brand
rich
development,
media
interactive
campaigns,
marketing
interactive
video
and
brand
experiences, Web 2.0 website design and development, e-learning Tools, email
marketing, SEO/SEM services, PPC campaign management, content management
services, web application development, and overall data mining & ROI assessment.
The recent boost in the interactive agencies can also be attributed to the rising
popularity of web-based social networking and community sites. The creation of
sites such as MySpace, Face book and YouTube have sparked market interest, as
some interactive agencies have started offering personal and corporate community
site development as one of their service offerings. It still may be too early to tell
how agencies will use this type of marketing to monetize client ROI, but all signs
point to online networking as the future of brand marketing.
Due to the social networking explosion, new types of companies are doing
reputation management. This type of agency is especially important if a company
needs online damage control. If a customer becomes disgruntled, it is very easy to
damage a companys reputation over social networking sites. Because of how
rapidly the information spreads, it becomes absolutely necessary to address any
rumors, gossip or other negative online press immediately.
Examples of interactive agencies include, R/GA, AKQA, Big Spaceship, Agency net,
Firstborn Interactive, Odopod, eROI, and EVB, among others.
Tradigital agencies:
Tradigital agencies are advertising agencies who are experts in both traditional and
digital advertising
[1][2]
. They offer the best of both worlds and are very useful in
todays digital age where all campaigns now require both online and above-the-line
advertising.
These agencies often buy out digital agencies. Now more than ever traditional
agencies are looking for a door into the digital world. They are often the only way to
extend your brand across all the numerous mediums of todays markets.
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Other agencies:
While non advertising agencies, enterprise technology agencies often work in
tandem with advertising agencies to provide a specialized subset of services offered
by some interactive agencies: Web 2.0 website design and development, Content
Management Services, web application development, and other intuitive technology
solutions for the web, mobile devices and emerging digital platforms.
6.9 HOW AGENCIES GET CLIENTS:
To succeed, ad agencies need clients. New clients come from personal contact with
top management, referrals from satisfied clients, publicity on recent successful
campaigns, trade advertising, direct mail, or by agencys general reputations.
A. Referrals.
B. Presentations.
C. Networking and community relations.
D. Soliciting and advertising for new business.
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ii.
The agency doesnt allow any cut from the commission received from the
media to go to the client.
iii.
The media do not discriminate amongst the agencies dealt with, and fallow a
uniform policy for all agencies.
iv.
The media do not alter the advertising material without the prior consent of
the agency.
Account planning.
ii.
Account management.
iii.
Creative services.
iv.
Media services.
v.
Traffic.
one sender or more than one receiver are involved, it is known as mass
communication.
Generally all electronic media channels comes under mass communication. As HY-tv
is an electronic media channel of infotainment, it is a mass communication.
The objective of media planning and advertising is to get the attention of more
number of people. So most of the ad-agencies and clients goes for electronic media.
The increase in viewership rate and development of technology opend the gates for
ad-agencies to enter into electronic media, simply we can say that emerging
technology has changed the face off print and other media to electronic media.
7.1 COMPONENTS OF COMMUNICATION PROCESS:
SOURCE:
Generally the encoder, sponsor, advertiser or sales representative is known as
source. The source is the sender of message.
MESSAGE:
It refers to the content of the communication. It may include words, pictures,
symbols, order etc.,
PERCEPTION:
It is an important factor in communication process. The message can be perceived
by the receiver according to his nature and culture, its attention, interest, desire and
action. The attitude and the desire of the sender also influence the perception level.
CHANNEL:
The message carried through some channel-a news paper, magazine, or television
from the sender to the receiver. The channels are known as media. Television
influencing the sense of sight and sound is considered one of the most effective
channels of the communication.
RECEIVER:
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The receiver is the target audience. Therefore advertisers should evaluate the
graphics of the audience. Values, attitudes, product, experience and responses are
considered to design communication process.
FEEDBACK:
Feedback is an essential factor in making communication more effective. It indicates
how the communication process is working. The receivers may provide feedback on
their needs, knowledge, cultural systems, attitudes and communication skills.
8. MEDIA PLANNING
8.1 INTRODUCTION:
The term media is a plural for medium. In advertising terms, medium is a channel of
communication such as news channels, entertainment channels, news papers,
magazines etc. A medium is a vehicle for carrying the sales message of an
advertiser to the prospects. It is indeed a vehicle by which advertisers convey their
messages to a large group of prospects and thereby aid in closing the gap between
the producer at one end and the consumer at the other end.
Media planning is a very important task in the advertising process, which deals
about four Ws.
1. Where
2. What
3. Who
4. When
Media planning involves selecting appropriate media for carrying the advertisers
message to target markets, deciding what to buy and how much to spend in each
medium and scheduling when the advertising is to run. Eighty percent of the budget
paid to media. This, in it suggests how important media decisions are. Considering
the extent and diversity of the Indian market, which is matched by a vast and
diverse network of advertising media, the complexity of the media planning
becomes apparent.
8.2 MEDIA TERMS:
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: ATTENCTION
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Excite
: INTEREST
Create
: DESIRE
Prompt
: ACTION
ii.
iii.
iv.
v.
vi.
Media objectives translate the advertising strategy into goals that media can
accomplish. They explain who the target audience is and why. Where messages will
be delivered and when and how much advertising weight needs to be delivered.
In the initial stage of the product life cycle, the objective is to maximize awareness
of it by consumers. At the maturity stage, continuity of the purchase becomes the
main objective. During the declining stage of product use, the media remind the
consumers that the product shall retain their appealing attributes. The media
objectives are Reach, frequency and continuity respectively for the early, maturity
and declining stages of the product lifecycle. The media objective is analyzed in the
light of constraints and components.
CONSTRAINTS:
The objectives are controlled by the budget available for Advertising. In the
beginning, a significant amount is available; but at the later stage of the product life
cycle, only a small proportion is allocated to advertising. The effect of budgeting on
advertising has been acknowledged by every organization. The positioning of the
product also influences the objectives. If the producer is willing to challenge the
leader, he will spend more money on advertising. The range, Frequency and
continuity will be effected by budget and positioning of the product.
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COMPONENTS:
Media objectives have different components, viz, specification of the target market,
geographical location of the market, reach and frequency, continuity or timing,
creative requirements and potential market coverage level.
8.5 STEPS TO ACHIEVE EFFECTIVE MEDIA PLANNING:
To achieve the effective media planning we should do the following steps:
1) We should have good knowledge about the product or service.
2) We should be very clear with the budget allotted for advertising.
3) It is very important to select an appropriate ad agency which can fulfill the
needs and desires of the manufacturer or producer.
4) Some companies will have their own advertising departments but still they
will go for ad agencies to maximize the productivity.
E.g.: Vodafone.
5) The communication between the producer and the ad agency must be good.
6) The producers views and ideas about the product must be shared with the ad
agency.
7) We must know about the target market.
8) We must know about the tastes and preferences of the target audience.
9) According to the budget allotted for advertising select the best media vehicle.
10) Select the prime time slots if you are going for TV advertisement.
11) Give freedom to ad agency in selecting the media vehicle.
12) After completing all the above steps go for negotiations.
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Media Mix
size of ads
Which Media?
Which Schedules?
Flexibility:
number of distributors in a
geographical area)
ii.
iii.
Exposure measurement the advertiser looks for the ability of the media to
create advertising exposure.
feature. FDI limits are an important aspect in this regard as it regulates the growth
of the industry.
Economic changes: The increasing disposable income and expanding urban
class presents a huge untapped market for the media sector. With increasing
personal income of the youth over the last decade has resulted in higher spending
on media and entertainment.
Social changes: There has been a steady increase in literacy levels which has
boosted the demand for print media. With the socio-economic changes and
electricity and technology everywhere, the people prefer to have their share of
news through television. There has been a favorable change in the consumption
pattern and this provides a great potential to broaden the customer base.
Technical changes: With the changing pace of technology and the users are
responsible for making India an outsourcing destination. The next boom could well
be the Media sector. Also, an increasing convergence among the various media is
bringing about a structural change in the industry.
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time slots will be very high that time negotiations will not at all possible. Recently
we have seen this in IPL 2009 organized in South Africa.
Let us see the Advertisement rate card in HY TV:
10.1Advertisement rate card in HY TV:
FCT
OPTION 3:
Slot buying duration -30 minutes rate per slot : Rs15000/s.t
Terms and Conditions:
1. Payment to be made to be made in advanced in favor of
Hy Media
entertainment pvt.Ltd
2. Service tax Extra Applicable
3. Ad Material in DV cassette to be given in advance for telecasting.
According the information which we got in media sector in Andhra Pradesh Sun
network is the market leader and Maa tv is the market follower. Negotiation is not
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RESEARCH METHODOLOGY
Survey done on Ad agency, Clients and Audience directly on a one to one basis via a
questionnaire by taking a sample size on the basis of demographic segmentation.
SAMPLE SIZE:
Ad agencies
10
Clients
10
Audience
200
The Descriptive study is typically concerned with the determining Frequency with
which something occurred or how two variables vary together. It is guided by an
initial hypothesis.
Experimental Research:
Experimentation is defined as a process where event occur in a setting at the
discretion of the experimenter and controls are used to identify source of variation
in the subjects
11.4 SAMPLE SIZE AND CLUSTER SAMPLING
Sampling may be defined as the selection of an aggregate or totality on the basis of
which a judgment or inference about the aggregate or totality is made. In other
words it is the process of obtaining information about an entire population by
examining only a part of it. In most of the research work and surveys, the usual
approach happens to be to make generalization or to draw inference based on
samples about the parameters of population from which the samples are taken. The
researcher quite often selects only a few items from the universe for his study
purposes. All this is done on the assumption that the sample data will enable to
estimate the population parameters. The items so selected
constitute what is a
5. Sample usually enables to estimate the sampling error and thus assists in
obtaining information concerning some characteristics on the population.
Random sampling from Infinite Universe
Above paragraph deals with random Sampling, keeping in view the finite
populations. But what about random sampling in context of infinite population? It is
relatively difficult to explain the concept of random sample from an infinite
population. However, a few examples will show the basis characteristics of such a
sample.
Cluster sampling
Cluster sampling involves grouping the population and then selecting the groups or
the clusters rather than individual element6s for inclusion the sample. If the totally
area of interest happens to be a big one, a continent way in the sample can be
taken is to divide the area into a number of smaller non overlapping areas and then
to randomly select a number of these smaller areas, (usually called clusters) with
the ultimate sample consisting Of all (or a sampling of ) Units in these small areas of
clusters.
Cluster sampling, no doubt reduces cost by concentrating surveys in select clusters.
But certainly it is less precise than random sampling. There is also not as much
information n number of observations within cluster as there happens to be inn
randomly drawn observations. Cluster sampling is used only because of the
economic advantage it drawn possesses; estimates based on cluster samples are
usually more reliable per unit cost.
11.6 Data collection Method
Data collection is an elaborate process in which the researcher makes a planned
search for relevant data. Data can be classified as primary and secondary data.
Primary Data
Primary data is a data gathered for the first time by the researcher.
Collection of primary data task is demanding and requires a lot of technical
expertise. Primary data can be collected in marketing by three basic methods49
o
o
o
Survey Method
Observation Method
Experimental Method
Survey is the most commonly used method of primary data collection in the
marketing research. Various kinds of survey techniques are.
a. Personal interview
b. Telephone Survey
c. Mail Survey
The instrument used in personnel interview is questionnaire.
Secondary data
Secondary data means data that are already refer to the data which have already
collected and analyses by someone else. When the researcher utilizes secondary
data that he had to look into various sources from where he can obtain them. In this
case he is certainly not confronted with the problems that are usually associated
with collection of original data.
INTERVIEW METHOD
In the interview method of collecting data involves presentation of oral/verbal
stimuli and reply in terms of oral/verbal responses. This method can be used
through the interviews and if possible, through telephone interviews.
Personal interview
Personal interview method requires a person know as the interviewer asking
questions generally in a face to face contact to the other person or persons. (At the
time the interviewee may also ask certain questions and interviewer responds to
these, but usually the interviewer initiates the interview and collects the
information) This sort of interview may be in the form of direct personal
investigation or it may be indirect oral investigation.
In case of direct personal investigation the interviewer has collect the information
personally from the sources concerned. He has to be the spot and has to meet
people from whom data have to be collected. This method is particularly suitable for
intensive investigations.
The method of collecting information through personal interviews is usually carried
out in a structured way. As such we call the structured interviews. Such interviews
involve the predetermined questions of highly standardized or recording. Thus, the
interview in a structured interview follows a rigid procedure laid down, asking in a
form of order prescribed
11.8 TYPE OF QUESTIONNAIRE
Collection of Data through Questionnaires
This method of data collected is quite popular, particularly in case of big enquiries is
being adopted by private individuals research workers, private and public
organizations and even by government in this method a questionnaire is sent to the
concerned with the research answer the questions and return the questionnaire, a
questionnaire consists of number of questions printed or typed in a define order an
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form of a forms .The questionnaire are mailed to respondents who are expected or
read and understand the questions and write down the reply in the space meant for
the purpose in the questionnaire itself. The respondents have to answer the
questions on their own.
The method of collecting data by mailing the questionnaires to respondents is most
extensively employed in various economic and business surveys. The merits
claimed on behalf of this method are as follows:
1. There is low cost even when the universe is large and widely spread
geographically.
2. It is free from the bias of the interviewer, answers are in respondents own
words.
3. Respondents have a adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached
conveniently.
5. Large sample can be made use of and thus the result can be made more
dependable and reliable.
: Descriptive
: Primary
3. Research Approach
: Survey Method
4. Contact Method
: Individual
5. Sample Size
: 200 Audiences
6. Sample Area
: Around Hyderabad
And Secunderabad.
7. Research Instrument
8. Type of Questionnaire
: Questionnaire
: Structured and Undisguised
5. Depending on Competitors
11.8.3 QUESTIONNAIRE FOR AUDIENCE:
1. Do you have TV in your home?
1. Yes
2. No
2. Which kind of channels would you like to watch?
1. Infotainment channels
2. Entertainment channels
3. Which kind of programs would you prefer to watch?
1. News
2. Movies
3. Serials
4. Sports
4. Would you watch TV regularly?
1. Yes
2. No
5. How much time you will spend in watching TV?
1. 2 hours/day
2. 3 hours/day
3. 4 hours/day
4. More than 4 hours
6. At what time you feel comfortable in watching TV?
1. Morning time
2. Afternoon time
3. Evening time
4. Night time
7. Which language channels generally you prefer?
1. Telugu
2. Hindi
3. English
4. Others
8. How you feel about the advertisements in TV channels?
1. Good
2. Bad
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3. Disgusting
4. Nothing
9. Would you switch over the channel when advertisement comes?
1. Yes
2. No
10. Do you think creative ads can attract the audience?
1. Yes
2. No
11. How many ads you watch every day?
1. Four
2. Five
3. Six
4. More than six
12. How many of them can you remember while buying the product?
1. Very few
2. Few
3. All
4. No one
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TIME
Respondents in
Night
Morning
Mid day
Evening
(%)
50%
25%
12%
13%
TV9
42
ETV 2
35
TV5
27
NTV
23
I News
18
Others
15
49
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Total ranking
Ranking
Content
Brand name
Quality
Others
points
65
45
37
13
preference
1st
2nd
3rd
4th
Interpretation:
When asked the respondents about the purchasing preference in ice-creams
1st preference they given for content with 65 points.
2nd preference they given for brand name with 45 points.
3rd preference they given for Quality with 37 points.
4rt preference they given for others with 13 points.
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Respondents in
TV
Very good
Good
Average
10%
24%
66%
(%)
Interpretation:
When asked the respondents about the satisfactory levels- 48% of the Customers
Feel Reasonable, 20% of the customers feel highly satisfied, 28% of the customer
Satisfaction level
Very high
High
Reasonable
Low
Respondents in (%)
4%
20%
48%
28%
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Respondents in
Serials
Sports
Current
(%)
29%
17%
37%
affairs
(News)
Movies
17%
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Opinion on the
Respondents
availability
Very Frequent
Frequent
Rare
Not Available
in(%)
12%
20%
41%
27%
Interpretation:
When asked the Customers about the Availability of HY TV20% of the people responded for frequently available,
41% for rarely Available in the market,
12% for Very frequently available,
27% of the people responded for not available.
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No of
Yes
No
Respondents (%)
55%
45%
Interpretation:
From the respondents opinion
55% of the customers are like to suggest this Channel to their friends, relatives,
neighbors, But 45% of the respondents are not like to suggest this channel to their
friends, relatives, neighbors.
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New
No of
Programs
Yes
No
Respondents (%)
72
28
Interpretation:
28 % of the respondents are satisfied with the Available Programs,
72% of the respondents are asking for new Creative programs
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10. Can you recall punch line of HY TV? (Feel the pulse)
Recall punch line
No of Respondents in
(%)
No
79%
Yes
21%
Interpretation:
The study shows that 21% of the respondents were able to recall the Punch Line of
HY TV, But 79% of respondents are responded for No for Recall the Punch line of HY
TV.
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12. SUGGESTIONS
1. It has been observed from the study is that more importance is given to Place
the channel at cable operators, MSO and ISO. But failed to create awareness
among the people about the channel, when survey is done most of the
people responded that they dont know about the channel.
2. Next to the Distribution, brand name is plying important role in even though
HY TV belongs to a big group, it is failed to put its brand name in Audience
mind.
3. It has been observed that most number of respondents dont aware of the
available programs of HY TV. So advertisement should be based on the
programs.
4. In most of the rural areas HY TV is not available. So improve the distribution
channels in the rural areas.
5. It is more important to attract MSOs to improve the distribution levels, as a
newly launched channel first of all increasing distribution is a big task,
because operators will demand more money to place the channel.
6. Introduce more number of varieties in the Programs and increase the
duration of existing successful programs to attract the Audience.
7. The competitors are providing special programs on hot topics like IPL,
Elections, Top educational institutions etc. HY TV is not too good in these
types of programs.
8. As the level is main competitors in media industry, there is a need to focus on
competitor analysis and to take decision to get competitive advantage.
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13. CONCLUSION
1.
2.
On the basis of analysis, it is found that its competitors are using new
strategies to attract audience but HY TV is lagging behind in creative
programming.
3.
4.
5.
6.
Very few number of respondents responded that they are satisfied with
existing programs; more number of respondents are looking for creative
programs.
7.
The Audience wants to improve the distribution channels in the rural areas
also.
8.
Nearly 80% of the Audience are unable to recall the punch line (feel the
pulse) of HY TV.
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14. BIBLIOGRAPHY
Books referred
1) Principles of marketing
2) Consumer behavior
---------------------
3) Marketing research
-----------
G.C.Beri
J.N.JAIN, P.P.SINGH
Journals n Magazines
Business World
Business Today
Advertisement n Marketing
Websites:
www.thesmartmanager.com
www.network18.com
www.indiainfoline.com
www.trends-in-newsrooms.org
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