Professional Documents
Culture Documents
The study was done by personal interview and questionnaire method with a
sample of 30 advertising clients of The New Indian Express. The population is chosen
on volume of advertisement basis. The total volume of advertisements for four month
period is 10287 column centimeter.
1.1.INTRODUCTION
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
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.
History of Advertising
ADVERTISERS’ PERCEPTION
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
1.2.Need of the study:
News paper 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 new Indian express to know whether they will get
repeated advertising from their existing advertiser client and to know their
satisfaction level.
SCOPE OF THE STUDY
This study undertaken for The New Indian Express aims to study and identify the
potential advertisers.
This has been done by preparing a questionnaire which contains questions put
forth to the respondents which would help is analyzing the willingness level of
advertisers in advertising in INDULGE, a weekly supplement along with The New Indian
Express
This study would help in identifying the reason for advertisers advertising in
INDULGE, a weekly supplement along with The New Indian Express. . All this would
help in giving suggestion to The New Indian Express in improving INDULGE thereby
satisfying their corporate and retail clients
1.4 Objective of the study:
• To find out the reason for choosing Indulge of THE NEW INDIAN
EXPRESS
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.
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 NEW INDIAN EXPRESS
(MADURAI) LTD., users at Chennai. 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 information’s websites etc.
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.
1.5.4 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 : Cluster sample
Sample size : Sample size chosen here for this study
was 30 as suggested by the company
Sample unit : Advertisers in Chennai market
Time Dimension :period on 26th June 09 to 31st July09
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.
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.
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 NEW INDIAN EXPRESS (MADURAI) LTD.
PERIOD OF STUDY:
The research is carried out for one month (26-06-09 to 31-07-09).
1.5.5 SATISTICAL TOOLS:
Percentage Analysis:
FORMULA:
No. of respondents
Percentage (%) = _________________________ X 100
Total respondents
Bar chart and Pie charts are used to explain the tabulation clearly.
Chi – Square test:
This test is one of the simplest and most widely used non – parametric in
Statistical work, when certain observed values of the variable are to be compared
with the expected value.
The chi – square is computed on the basis of frequencies in a sample and
thus the value of chi – square. So, obtained in a statistic chi – square is not a
parameter as its value is not derived from the observations in population, Hence
chi – square test is a non – parametric test. Chi – Square test is not concerned with
any population distribution and its observation.
The chi – square test was first used in testing statistical hypothesis by karl
person in the year. 1900 it is defined as,
n (Oi – Ei) 2
Chi – Square = Σ -------------
i =1 Ei
Where,
Oi = Observed frequency of ith event
Ei = Expected frequency of ith event
CHAPTER 2: PROFILES
Survey results find that traditional journalistic values remain important at market-
oriented newspapers, though senior editors tend to report more interaction with
departments outside the newsroom - including the advertising department.
During the last decade, as the business environment has become more
challenging for daily newspapers,2 many of them have adopted a stronger market
orientation. They have concentrated both on learning what their two customer groups -
advertisers and readers - say they want and need from a newspaper, and on finding ways
to meet those wants and needs. In newsrooms, this has brought changes to the news-
making process.
This article examines those assertions as it explores what it means for a news
organization to be market oriented by asking these questions:
The answers to these questions are based on a 1996 national survey of 406 senior
editors at 182 general-circulation U.S. daily newspapers. This survey differs from earlier
quantitative research on market-oriented journalism in that the sample is larger and the
questionnaire more comprehensive than most other studies of this subject. In addition, the
national sample allows the findings to be generalized to all U.S. general-circulation
dailies, whereas much of the earlier research has had a statewide or regional focus. The
findings reported here should convey a fuller sense than previously published work of
what it means to be a market-oriented daily newspaper in the mid-1990s
Newspapers in Chennai
There are a number of newspapers that are published from Chennai city. Some of the
widely read newspapers in Chennai are:
• The Hindu: The Hindu is one of the premier English dailies not only in Chennai
but also in India. The newspaper was founded in the year 1878 and was published
on a weekly basis. However, the newspaper was made a daily in the year 1889.
The English daily employs the advanced technology for page designing and
printing. The paper is rated among the 10 best papers of the world.
• The New Indian Express: This is another English daily published from Chennai.
The newspaper was established in the year 1932. The newspaper is published
from Karnataka, Kerala, Coimbatore, Kochi, Hyderabad, Bangalore and Andhra
Pradesh.
• The Deccan Chronicle: The Deccan Chronicle is the fourth largest English
language daily in India. The daily is published from Tamil Nadu and Andhra
Pradesh. The cartoon strips featuring on the cover page and inside pages of the
newspaper are its main characteristic. It is the largest circulated daily in
Hyderabad.
Newspapers shape the nation and it holds true for India as well. Even
before India got independence, newspapers played a major role in spreading the issue of
independence. Today, India has over 300 big newspapers, besides hundreds of medium
and small-sized ones. And the number is increasing almost everyday as existing
newspapers bring out new editions apart from new players joining the bandwagon. More
recently, Metro International, Sweden is in talks with ABP group to launch their daily
‘Metro’ in India. The negotiations are on and very soon the deal would be done.
Similarly, UK based Associated Newspapers and India Today Group have entered into a
joint venture to launch the ‘Daily Mail’ in India. With such international newspapers
foraying into the Indian market, the future of the newspaper industry at large, looks
promising. Little doubt then that Ifra is set to hold its popular event IfraExpo for the first
time in India.
There was a time when select group of newspapers were ruling a particular region
and they all were self-contained and did not wish to foray into other regions. For
example, Hindustan Times was confined to Delhi region, The Hindu in Chennai region,
while Tribune was dedicated to Ambala (later Chandigarh), Anandabazar Patrika was
confined in West Bengal and Bhaskar in Gujarat and so on.
The Indian Express group launched its Marathi daily ‘Loksatta’ in Bangalore and
Hyderabad. Deccan Chronicle Holdings Ltd launched the Chennai edition of Deccan
Chronicle and they are now planning to bring out a Bangalore edition as well. HT Media
Ltd launched a new edition in Kolkata and lately in Mumbai. They also relaunched HT
Next, targeted at students of age group 12 to 16 years with its new campaign ‘I am next’.
It’s really surprising that how fierce competitors join hands to form new strategies
- first it was in collective marketing campaigns and now a joint newspaper as well. As a
new marketing alliance, Business Standard has tied up with Desh Pardes Ni AajKaal, a
Gujarati evening newspaper, for advertising combination. This step has been taken to
grow the circulation of Business Standard in Saurashtra and Kutch regions.
Hindustan Times and Times of India jointly launched a newspaper ‘Metro Now,’
a morning tabloid targeted at the age group of 18-30 years. Metro Now is published by
Metropolitan Media; a 50:50 joint venture between HT Media and The Times of India
group. Even though the tabloids have not been very successful in the past, specially in
Delhi, but this market is now set to experience world-class changes as three major
tabloids are lined up for Delhi region alone - first it was Metro Now and recently Mid
Day group has relaunched its afternoon tabloid ‘Mid Day Delhi’ on the same content
lines as ‘Mid Day Mumbai.’ Both the newspapers are targeted at the young readers who
are regularly on the move. Besides, the Times of India group is set to launch Bangalore
Mirror, another tabloid for the IT city Bangalore. In terms of adopting new technologies,
the newspapers have realized that customer is the king and amidst so many choices,
readers would go for newspapers that are more reader-specific, content-rich and give
value for money. The blackand- white technology is becoming passé whether it is a
mobile phone or a newspaper. Today, readers prefer all-colour editions and more and
more newspapers have come out with all-colour editions. This has necessitated the
newspaper publishers to opt for CtP technology, which by default has improved the print
quality and reduced the waste percentage. Besides, the newspapers are also going in for
makeover of their publications, in terms of layout, font and sometimes even masthead.
For this, they are spending substantial money and are even taking help of international
designers. The cut-off size 546 mm is preferred over 578 mm, which has resulted in
savings in newsprint cost. The price of the newspapers also dwindled and some
newspapers even went to the extent of offering their newspaper at Re 1 only. The newly
launched Metro Now newspaper is also offered for a cover price of Re 1 only and
provides 40 pages in colour and 8 in black-and-white.
Top newspapers in India are now opting for high-speed web presses like
that of Goss, MAN Roland, Mitsubishi and mailroom systems from Ferag and Muller
Martini. However, the majority of newspapers are continuing their production on
indigenously produced equipment. With this impressive growth in the industry, it is high
time that the highend manufacturers from developed countries may enter into India either
in collaboration with local manufacturers or independently to tap the growing demand.
Infact, a little bird has informed that a leading foreign manufacturer is in talks with a
local web press manufacturer to jointly set up a new manufacturing facility in India. It
would indeed be a major step in this industry and the effect would be for all of us to see.
Quality has become an important factor in the industry and Indian newspapers are
continuously investing in quality control equipments. The demand for automatic
registration control systems has increased to the extent that leading manufacturer QI
Press Controls is planning to come up with manufacturing activities in India.
The New Indian Express is a newspaper with its head office based in Chennai in
south India. It was started in 1932 as the Indian Express, under the ownership of
Chennai-based Veradharajulu Naidu. In 1991, following the death of the then owner
Ramnath Goenka, the Goenka's family split the group into two separate companies. The
northern editions, headquartered in Mumbai, retained and renamed Indian Express into
The Indian Express title, while the southern editions became The New Indian Express.
The two newspapers used to share articles till early 2008, but they are now very much
different corporate entities. The newspaper is known for its intrepid and anti-
establishment tone.
Express Network Private Limited was incorporated on 13.8.99 under the Indian
Companies Act, 1956. The company was promoted by The New Indian Express Group.
The objects of the company include, among other things, carrying on the business
of network and software.
Express Network Private Limited and Express Publications (Madurai) Ltd., come
under The New Indian Express Group of Companies. The major organisation in the
Group is Express Publications (Madurai) Limited; it brings out the prestigious English
language newspaper The New Indian Express from 21 centres spread over the four
southern states of Tamil Nadu, Karnataka, Andhra Pradesh, Kerala, and also Orissa.
History
Indian Express was started in 1932 at Chennai by an Ayurvedic doctor and Indian
National Congress member Varadarajulu Naidu, publishing from his “Tamil Nadu” press.
But soon under financial difficulties, he sold it to S Sadanand, founder of the The Free
Press Journal, another English news paper.
In 1933, The Indian Express opened its second office in Madurai and launched the
Tamil edition Dinamani. Sadanand introduced several innovations and reduced the price,
but was later forced to sell part of the stake in form of convertible debentures to Ramnath
Goenka due to financial difficulties. Later, when his The Free Press Journal further went
into financial crunch in 1935, Sadanand lost the ownership of Indian Express after a long
controversial court battle with Goenka, where blows were exchanged between some of
the parties. Finally, a year later, Goenka bought the rest of the 26 per cent stake from
Sadanand, and the paper came under Goenka's control who took the already anti-
establishment tone of the paper to greater heights. Also at that time it had to face stiff
competition from a well established The Hindu and the Mail besides other prominent
newspapers. In late 1930s the circulation was no more than 2000
In 1939 it also bought out Andhra Prabha, another prominent Telugu Daily. Later
it gained the name Three Musketeers for the three dailies. In 1940 the whole premises
were gutted by fire. The Hindu, its rival, helped considerably in re-launching the paper,
by getting it printed temporarily at one of its Swadesimithran’s press and later offering its
recently vacated premises at 2, Mount Road later to become the landmark Express
Estates.
This relocation also helped the Express obtain better high speed printing
machines, while some claimed the Goenka had deliberately set fire to escape financial
embarrassment.
In later years, Goenka started the Mumbai edition with the landmark Express
Towers as his office when the Morning Standard was bought by him in 1944. Two years
later to become it became the Mumbai edition of The Indian Express. Later on, editions
were started in several cities like Madurai (1957), Bangalore (1965) and Ahmedabad
(1968). The Financial Express was launched in 1961 from Mumbai, Kannada Prabha
(Kannada Daily) from Bangalore in 1965 and a Bangalore edition of the Telugu Daily
Andhra Prabha, and Gujarati dailies Lok Satta and Jansatta in 1952, from Ahmedabad
and Baroda.
The Delhi edition started was when the Tej group's Indian News Chronicle was
acquired in 1951, which from 1953 became the Delhi edition of Indian Express. In 1990
it bought the Sterling group of magazines, and along with it the Gentleman magazine.
After Goenka's demise in 1991, two of the family members split the group into
Indian Express Mumbai with all the North Indian editions, while the Southern editions
were grouped as Express Madurai Ltd with Chennai as headquarters.
The New Indian Express daily is published from the following cities:
• Bangalore
• Belgaum
• Bhubaneswar
• Chennai
• Coimbatore
• Hyderabad
• Kochi
• Kozhikode
• Madurai
• Shimoga
• Thiruvananthapuram
• Tiruchy
• Vijayawada
• Visakhapatnam.
www.indiavarta.com
www.newindpress.com
www.dinamani.com
www.kannadaprabha.com
www.andhraprabha.com
www.apweekly.com
www.cinemaexpress.com
www.malayalamvarikha.com
www.tamilanexpress.com
PLANT LOCATION
2.2.1 PRODUCT PROFILE
The Company's publications include Dailies viz.
• The New Indian Express in English (the southern editions of The Indian Express
renamed as "The New Indian Express", effective from 28-12-98),
• Dinamani in Tamil,
• Kannada Prabha in Kannada.
The largest multi-client study of media decision makers in the world, The
Advertiser Intelligence Reports (AIR) provides media executives with the plans and
opinions of more than 1,500 advertising decision-makers (agency and marketer), by
media decision making responsibility, across twelve major advertising categories, about
more than 300 leading online, print and television media brands.
Key Measures and Trends by leading Online Media Brands, Magazines, National
Newspapers and Television Networks include:
• Advertising Consideration
• Advertising Plans
• Media Selection Criteria
• Perceptions of Media Brands by Selection Criteria
• Perceptions of Marketing Effectiveness
• Perceptions of Sales Coverage
• Perceptions of Salespeople
• Advertiser Satisfaction
• Plans to Increase, Decrease and Maintain Ad Spending
• Entertainment
• Finance
• Home Furnishings and Appliances
• Liquor, Beer and Wine
• Pharmaceuticals and Health Care
• Retail
• Technology and Consumer Electronics
• Toiletries and Cosmetics (Beauty)
Broadcast television has also seen a decrease. Only 22% of executives expect
budgets to increase in the broadcast arena compared to 29% in spring '07.
Magazines and newspaper budgets are also expecting a decline (24% and 37%
respectively). Outdoor advertising budgets could see a 22% decline. Meanwhile mobile is
also expected to slide a bit, from 55% expecting an increase to 48%.
PERCEPTION
Fred luthans opines, “Perception is an important meditating cognitive process
through which person make interpretations of the stimulus or situation they are faced
with.”
Perceptual Selectivity:
Perceptual selectivity refers to the tendency to select certain objects from the
environment for attention such that these objects are consistent with our existing beliefs,
values and needs.
Advertisement:
Definition:
“Any paid form of non personal presentation and promotion of goods services or
ideas by an identified” – AMA
ADVERTISER
NEWSPAPER ADVERTISING
The bulk of newspapers' revenue comes from advertising - the contribution from
sales is small by comparison. On average, a newspaper generates 80% of its revenue from
advertising and 20% from sales. The portion of the newspaper that is not advertising is
called editorial content, editorial matter, or simply editorial, although the last term is also
used to refer specifically to those articles in which the newspaper and its guest writers
express their opinions.
Newspaper trends
Newspaper flourished for decades in the face of radio, television, and the internet.
However, advances in web syndication and news aggregation online are placing serious
pressures on the current model of newspaper distribution and ad placement.
The question often asked is: ‘why does a developing country like India need
advertising’
NEWSPAPER ADVERTISING
In 1451, Johannes Gütenberg uses a press to print an old German poem, and two
years later prints a 42-line Bible -- the significance being the mass production of print
products, ushering in an era of newspapers, magazines, and books. By 1500, the genesis
of a postal system can be seen in France, while book publishing becomes popular
throughout Europe and the first paper mill can be found (England).
The rise of the middle class transformed newspapers in the 1800s. A penny
(US$0.01) buys a New York newspaper in 1833, opening up the first mass market for
newspapers. In 1847, the telegraph is used as a business tool, transforming far-away
stories. In 1873, an illustrated daily newspaper can be seen in New York. In 1878 the first
full-page newspaper advertisements appear, and in 1880 the first photographs are seen in
newspapers, using halftones.
With the basic technical groundwork for the modern newspaper in place by the
late 19th century, the story of newspapers in the 20th century was about professional
development and adaptation to changing consumer and media markets. The story also
involved an evolving business model that rode an ever-growing wave of mass-market
advertising. Increased profitability and higher revenues attracted publicly owned
corporations interested in buying newspapers from descendants of company founders,
while simultaneously exposing newspapers to the whims of cash- and profit-hungry stock
markets.
Organizations that frequently spend large sums of money on advertising that sells
what is not, strictly speaking, a product or service include political parties, interest
groups, religious organizations, and military recruiters. Non-profit organizations are not
typical advertising clients, and may rely on free modes of persuasion, such as public
service announcements.
While advertising can be seen as necessary for economic growth, it is not without
social costs. Unsolicited Commercial Email and other forms of spam have become so
prevalent as to have become a major nuisance to users of these services, as well as being
a financial burden on internet service providers. Advertising is increasingly invading
public spaces, such as schools, which some critics argue is a form of child exploitation. In
addition, advertising frequently utilizes psychological pressure (for example, appealing to
feelings of inadequacy) on the intended consumer, which may be harmful.
ADVERTISING IN INDIA
4 Brand Perception & Brand • working moms who were using differences
Equity of Baby Accessory brand would be
Products in Working Moms’ perceived their brand with difference ways.
Perspective • Working mom who were using Pigeon
by perceived that Pigeon was innovating, Avent
Phusit Wonglorsaichon* and was modernizing and Chicco was safety for
Paitoon Sathainrapabayut their babies.
source • These results were based on marketing
International Review of communication programs that have been
Business Research Papers implementing from each brand in
Vol. 4 No.1 January 2008 order to create their brand characteristic and
Pp.385-395 brand differentiation from other
players.
45
40 40
40
35
30
25
percentage -
20 16.5
15
10
3.5
5
0
Supplement Color spread Content Specific
format topic/writer
INFERENCES:
From the above table it is found that 40% of advertisers remains about the
supplement format of the INDULGE whereas another 40% reminds about the colorful
spread , 16.5% of them remains about the content and remaining a meager 3.5% of
advertisers remains about the specific writer of indulge
TABLE NO:4.2 :
INFERENCES:
From the above table it is found that maximum of 36.5% of advertisers likes the
new product launch information in indulge, whereas 23.5% advertisers opinion is that
indulge is a interesting read as a whole.
TABLE NO:4.3 :
Perception of Indulge.
Great product
27%
The right fit
A new trend wave
Informative
Another supplement
49%
INFERENCES:
From the above table it is found that 49% of advertisers perceive indulge as a new trend
wave for Chennai market, 7% of advertisers perceived as just an another supplement.
TABLE NO:4.4 :
0%
20%
26.70%
Excellent
Very good
Informative
Colorful & interesting
Captures the changes
30%
23.30%
INFERENCES:
From the above table it is found that maximum of 30% of advertisers opinion
about the look and content of the supplement is as informative.
27%
Yes
No
53%
Brow se through it
20%
INFERENCES:
From the above table it is found that maximum of 53% of advertisers says that
they browse through the paper whenever they see it whereas 27% advertisers say that
they wait to grab the product and 20% of advertisers does not wait for the product.
TABLE NO: 4.6:
Paper quality
0%
Layout
40%
Content
60%
INFERENCES
From the above table it is found that maximum of 60%of advertisers says that
content of the supplement need to be improved whereas 40% of advertisers says layout
need to be improved.
TABLE NO: 4.7:
6000% 53.4
5000%
4000%
3000%
2000%
1000%
40% 6.66%
0%
Advertisement Information New life style
products
INFERENCES:
From the above table it is found that maximum of 36% of clients look out
for advertisement and information and minimum of 28% were looks out for new life
style products.
TABLE NO: 4.8:
No 16 53.3%
TOTAL 30 100
16
16
15.5
15
Yes
14.5 14 No
14
13.5
13
Respondents
INFERENCES:
From the above table it is found that 53.3% of advertisers are not willing to enhance
their product brand equity through indulge
TABLE NO: 4.9:
No 16 53.3%
TOTAL 30 100
Yes
No 47%
53%
INFERENCES:
From the above table it is found that 53.3% of advertisers are not willing to advertise
in indulge
TABLE NO: 4.10:
No 16 53.3%
TOTAL 30 100
47%
Yes
53% No
INFERENCES:
From the above table it is found that 53.3% of advertisers are not willing to continue
to advertise in indulge
CHAPTRER – 5: CONCLUSION
5.1 RESULTS AND FINDINGS
1. It is found that 40% of advertisers remains about the supplement format of the
INDULGE whereas another 40% reminds about the colorful spread , 16.5% of
them remains about the content and remaining a meager 3.5% of advertisers
remains about the specific writer of indulge
2. It is found that maximum of 36.5% of advertisers likes the new product launch
information in indulge, whereas 23.5% advertisers opinion is that indulge is a
interesting read as a whole.
3. It is found that 49% of advertisers perceive indulge as a new trend wave for
Chennai market, 7% of advertisers perceived as just an another supplement.
4. It is found that maximum of 30% of advertisers opinion about the look and
content of the supplement is as informative.
5. The maximum of 53% of advertisers says that they browse through the paper
whenever they see it whereas 27% advertisers say that they wait to grab the
product and 20% of advertisers does not wait for the product.
6. The maximum of 60%of advertisers says that content of the supplement need to
be improved whereas 40% of advertisers says layout need to be improved.
7. The maximum of 36% of clients look out for advertisement and information and
minimum of 28% were looks out for new life style products.
8. It is found that 53.3% of advertisers are not willing to enhance their product brand
equity through indulge
10. It is found that 53.3% of advertisers are not willing to continue to advertise in
indulge
5.3 LIMITATION OF STUDY
The data for the project was conducted from the opinion of
advertisers in market. Any bias in the opinion of false will impact on the
findings of the study.
The sample size was large as the advertiser markets were to be
interviewed while at work.
Some of the answer given by the respondents may be biases.
Few respondents were reluctant while answering the question due to their
busy schedule.
Time is a constraint because duration of project is one month.
• In this study observed that half and above of the respondents are
mentioned that the improvement have to be made in content of Indulge, so
the company can take effort to improve the content.
• An advertisers feels that news spread can be increased in the indulge so
that many information can be seen.
• Availability of the product is scarce, so the company can improve its
circulation
5.5 Conclusion: