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PROMOTION MIX

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INDEX
INTRODUCTION ADVERTISING INTRODUCTION OBEJECTIVES OF ADVERTISING ADVERTISING BUDGET AND FACTORS METHOD OF ADVERTISING BUDGET CREATION OF ADVERTISING ADVERTISING THEME OR APPEAL ACVERTISING COPY AND ELEMENT ADVERTISING LAYOUT MEDIA PLANNING AND IDENTIFICATION MEDIA SELECTION ACVERTISING AGENCY

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EVALUTION OF ADVERTISING EFFECTIVENESS

INTRODUCTION
Promotion has three specific purposes. It communicates marketing information to consumers, users and reseller. It is not enough to communicate ideas. Promotion persuades ad convinces the buyer and influences his/her behavior to take the desired action. Promotional efforts act as powerful tools of competition providing the cutting edge of its entire marketing programmer. Broadly speaking promotion means to push forward or to advance an idea in such a way as gain as its acceptance and approve. Promotion is any communicative, activity whose main objective is to move forward a product, service or idea in any channel of distribution. It is an effort by a marketer to inform and persuade buyers to accept, recommended or uses the article, service or communication with an additional element of persuasion. The promotional activity always attempts to affect ideas, products services etc. is the heart of promotion. Modern marketing cause for more than developing a good product priding attractively and making it an accusable to target Customers Company

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must also communicate with their present and potential customers. Every company directly or indirectly plays the role of communication and promotion. To communicate effectively, companies hire advertising agencies to develop effective advertisement. Sales promotion specialists to design sales incentives program and public relations help firms to develop corporate image. They train their salesman to be friendly and knowledge for most companies the question is not whether to communicate but rather what to say to whom and how often. A modern company manages a complex marketing communication system. The company communicates with its middleman, consumers and various publics. The marketer must communicate to its prospective buyers and provide them adequate information in a persuasive language. The people must know that the right product is available at the right place. This is the job of promotion is marketing. Sales will not take place automatically without promotion or marketing communication even though the product is of the best quality. It is an important marketing strategy and fulfills the marketers to communicate with the customers.

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Essentially promotion is a persuasive communication to inform the prospective customers at the existence of the product. Promotion mix is responsible for awaking and stimulates demand, capture demand, from ravels and maintain demand for the product even against keen competition. Marketing has adopted a communication view of the firms promotional activities, receives is not regarded as an active caution. Promotion includes the following: 1. 2. 3. 4. ADVERTISING: We can declare advertising as any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. Advertising is the most important of all tools of promotion. There will be hardly a field of business in which advertising is not used for sales expansion. It is not exaggeration to say, Modern age is Advertising. Personal Selling. Publicity. Sales Promotion.

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the age of advertising. It is the foundation of modern trade and industry. Advertising is one of the most powerful tools in marketing. Advertising is only paid form of non-personal presentation and promotion ideas, goods or services of our identified sponsor. Advertising activity has to be undertaken for a company to promote tits sales. This is possible due to the following strengths or characteristics of advertising: It offers planned and controlled first stage. It can contact and influence numerous people simultaneously, quickly and at low cost per prospect. It can reach prospects that cant be approached by salesman. It is very useful to create maximum interest and offer adequate knowledge. Generally, company prefers the print media for the advertisement but it depends on the product how, when, where and whom to advertise.

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SALES PROMOTION: Sales Promotion is an important instrument to lubricate the marketing efforts. It is an internal part of the marketing effort. Sales Promotion is referred to activities other than salesmanship, advertising and publicity that stimulate consumer purchasing and dealer effectiveness. It consists of a diverse collection of innovative tools, mostly short term, designed to structure quicker and greater purchase of particular product by consumers or dealers. In short, where advertising offers reasons to buy, sales promotion offers incentive and motivation to buy. Sales Promotion is defined by the American Marketing Association to mean, Those marketing activities other than selling advertising and publicity that stimulate consumer purchasing and dealer effectiveness, such as display shoes and expositions, demonstration and various non-recurrent selling efforts not in the ordinary routine. Sales Promotion is a plus ingredient in Promotion Mix, bridging the gap between personnel selling and advertising. There are several methods of sales promotion. IDEA CELLULAR LTD. follows few of them.

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Fairs and Exhibitions: IDEA CELLULAR LTD. has always sought to utilize the opportunity. PERSONAL SELLING: Personal Selling is the process of inducing and assisting a prospective buyer to buy a commodity or services or to favorably rely upon idea that has commercial significance with the sellers, personal selling is highly distinctive and the only form of promotion involving is face to face relationship or interpersonal interaction or communication between a sales person and one or more prospective customer. As far as personal selling is concerned it is related to consumer goods that are portable and can be easily shown to the prospective consumers as and when required. With IDEA CELLULAR LTD., it is possible because the salesman contacts the customer and salesman can show the products visually.

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PUBLICITY: Publicity is a non personal stimulation of demand for a product, service or a business unit by placing commercial significant news about it in a publication or obtaining favorable presentation of it on radio, T.V., or magazine that is not paid by the media sponsor. For IDEA CELLULAR LTD., publicity is one of the parts of promotion that cant be ignored in any case. Till today many articles regarding the company is published in Times Of India, Economic Times, Indian Express, Hindustan Times etc.

Advertising

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INTRODUCTION The American Marketing Association has

defined advertisement as Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising is paid communication presentation and promotion because the advertiser has to pay for the space or time in which his advertisements appears in the recognized media, such as News Papers, Magazines, Radio, Television, Cinema Film, Outdoor, Hoarding and Posters, direct mail and transit. It is paid for by a sponsor (seller) who wants to communicate about his product or service to his customer. The sponsor wants to persuade and induce the readers, viewers or listeners to take some action viz. to buy the advertised product so that the advertising should have maximum sales. From the above discussion, we can say that each and every company whether public or private has to advertise for its survival. IDEA CELLULAR LTD. undertakes advertising to boost the sales. The reason behind to

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advertising is five strengths of advertising which are as given below: It offers planned and controlled first stage. It can contact and influence numerous people

simultaneously, quickly and at low cost per prospect. It can reach prospects that cant be approached by salesman. It is very useful to create maximum interest and offer adequate knowledge.

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OBJECTIVES OF ADVERTISING
The first step in developing an advertising

programme is to see the advertising objectives. Those objectives must flow from price decisions on the target markets, market positioning, and Marketing Mix. The Advertising activity is undertaken with a view to attain the following objectives: 1. advertising is to inform potential. Customers do not know about a new product or service if people know nothing One of the most important objectives of about product how can they buy? To Give Information About A New Product:

2.

To Create Demand: -

The primary object of advertising is to create demand for a particular product. To inform people about a product is not enough; they must also be motivated to buy it by informing them the features attributes and uses of the product and technical specification.

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3.

To Support Sales Mans Efforts: deals directly with customers and

Salesman

advertising renders provides great help to them. When the customers come to know characteristics, quality, uses, and various brand of a product through advertising. 4. To Maintain Demand: -

The objective of advertising is not only to create demand for a product, but also to maintain it at current level.

5. The

To Reduce Costs: main object of leads of to advertising and in increase is to reduce hence

percentage

cost

production

distribution. sales,

Advertisement

production expands and cost of production falls.

6.

Other Objectives: -

Among the subsidiary objectives of advertising, notable points are consumer satisfactions, removal of misunderstanding about the product, expansion of market, collect favorable public opinions. IDEA CELLULAR LTD. has selected the following as its

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advertising objectives: market. products. To develop corporate image. To support and stimulate dealers and To increase popularity of companys To boost up the sales. To strengthen the brand image. To introduces a new product in the

salesmans selling efforts. To position the brand in the target market.

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ADVERTISING

BUDGET

AND

FACTORS
After determining advertising objectives the

company can proceed to establish its advertising budget for each product. Estimation of advertising expenditure in relation to gross margins or net profit is not feasible. There is no known formula for estimating ideal level of expenditure on advertising. Advertising Budget is that part of companys

promotion budget which is spent or invested on media, men and other ancillary services so as to impersonally communicate with the target customers. Determination of the appropriate advertising outlay is essential for the development of creative media strategies because in a large measure the type of advertising campaigns depend on how much is available for spending. However, from the managerial point of view, it is also the most difficult task.

Factors Affecting : -

The following specific factors should be considered while setting the advertising budget.

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1. 2. 3. 4. 5.

Stage in the Product Life Cycle. Market Share and Consumer Base. Competition and Clutter. Advertising Frequency. Product Substitutability.

IDEA CELLULAR LTD. determines its advertising budget after taking into consideration the following factors: -

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Methods Of Determining Advertising Budget

There are several methods involving different

approaches and related to specified objectives, which may be used for determining advertising expenditures. Some of the important methods are described as follows: -

1.

Affordable Method: -

One of the methods to determine advertising budget is to find out what the company can afford in a given business situation. It envisages that advertising appropriation is possible only when the company has met all other priority.

2.

Percentage-Of-Sales Method: -

Advertising appropriation may be determining on the basis of the relationship between advertising expenses and sales revenue as indicate by a certain percentage of sales. It may be explained as follows:-

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Advertising Budget = Sales Rupees x Percentage. The sales on which advertising budget is based may be historical immediate past year or an average of past years or anticipated or both. Percentage figure, on the other hand, may be arrived at in the basis on the of managements industry practise. historical experience, judgement or

3.

Competitive Priority Method: -

This method envisages determination if advertising appropriation in such a way that company maintains parity with its competitors advertising outlays. For this purpose company has to collect relevant data about competitors advertising appropriation for ex, precious years absolute figures, advertising/sales ratios etc. 4. Objective & Task Method: -

It is also known as the research objective method. It envisages appropriation of advertising funds on the basis of objectives to be achieved and the tasks involved there in. It means advertising objectives are set for the coming budget period and the cost for achieving these objectives are calculated in detail in terms of the tasks to be

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performed, the total of which indicates the appropriation level. 5. Return-On-Investment Method: -

In this method advertising expense is not considered as an expense but an investment on which a certain return in terms of profit may be expected. When it is so determined, advertising competes with other investment alternatives for funds. In order to determine advertising appropriation in this manner, the present worth of the stream of profits generated by advertising should be compared with the cost of funds and the present worth of the stream of profits that could be obtained by the best alternative use of funds.

IDEA CELLULAR LTD. applies ****** to determine its Advertising Budget. *** % of the future estimated expenditure. sales is assigned to advertising

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CREATION OF ADVERTISEMENT
The creation of an advertisement obviously

commences with the overall marketing and advertising goals and more specifically, the objectives of a particular campaign. The setting of the advertising budget provides boundary parameters so that the formulation of a message may be trimmed down accordingly. The creation of an advertisement constitutes of the following aspects.

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Advertising Theme Or Appeal

The theme or appeal is the central idea around which the advertisement is created. It represents a specific point of view or idea to be stressed in the advertisement. It can arouse desire and induce action on the part of customers. It is the heart and soul of advertising copy or message. The message is the idea that the advertiser wants to put forward to the customer about his product.

There are various appeals used in advertisement to sell the product or service. The selection of theme or appeal is usually made by means of consumer study and research. With the following common appeals advertising message can be effectively rational etc. Thus, the advertising message must first say communicated, beauty, economy, health, fear, humor, emotional, aesthetic,

something desirable or interesting about the product. The message must also say something exclusive or distinctive that does not apply to every brand in the product

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category and it must be believable or provable. The advertiser generated objectives. has and to evaluate the satisfies the proper his various one specific messages the advertising select among

alternatives,

which

Advertising Copy And Elements

Advertising copy is a specialized form of communicating ideas that are meant to serve the requirement of modern marketing. It helps in establishing links between advertisers and their prospects. Creativity is of paramount importance in initiating the process of writing an advertising copy. An advertising copy may be defined as all the written or spoken matter in an advertisement including words, sentences and figures aimed at conveying some desired message to target customers. Thus, an advertising copy speaks out to the target consumers in an impersonal way through print or audio-video visual media that an advertiser is unable to do personally. In order to transmit the message, an advertiser may choose different kinds of advertising copies, namely factual, emotional, descriptive, narrative, humorous or testimonial depending on the market requirement. Advertising copy should be simple, easily

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understandable, attractive and persuasive language, and then only it can gain action.

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Elements of an Advertising Copy: The major elements of an advertising copy are briefly described below: -

1.Heading: It should be clear, simple, short and attractive to hold attention of the prospect. It should reflect the contents properly. 2.Illustrations: It provides pictures, symbols, and photographs for attracting attention, creating interest and arousing desire. Illustration is the best and most effective way of communication of ideas at a glance. 3.Color: It is an important ingredient of an advertisement. Judicious blending of colors can evoke emotional reaction, which cannot be created by mere description. Each color has individual meaning and significance in communication of ideas; color-contrast is more attractive and pleasing to our eyes. of advertisement and guide the prospect

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4.Text: It is the advertising message. It is called the heart of advertising copy. It gives all essential information as well as guidance to the prospect. It gives proofs of benefits to convince the prospect. It educates persuades, reminds and influences buyers behaviors and action. 5.Slogan: It should be original and remembered by consumers. Sometimes it may contain the brand name also. It is generally expressed in very few words. Thus, a well-designed advertising copy uses four basic steps in setting: - (1) Attracting action, (2) Developing steps in setting, (3) Arousing desire, and (4) Finally generating action.

Advertising Layout
Advertising layout is a working drawing or blueprint

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for an advertisement. It is a plan showing the sizes, positions, and color weight values of the different units that make up the completed advertisement. It deals with proper and attractive physical arrangement for the best presentation of the message or sales communication. A visual layout of an advertisement has the following elements: 1. Headlines: The heading and sub-headin 2. Illustrations 3. Colors 4. Text 5. Advertiser of Sponsor 6. Blank or White space 7. Border to create distinctiveness. The value of an advertising layout largely depends on the effectiveness with which the message is presented. In order to provide a logical, clear and unified presentation of the message, the advertising layout should possess the qualities like unity, contrast, proportion, movement and balance. IDEA CELLULAR LTD. considers following points while creating an advertisement in respect of its message, copy and layout.

The

message

selected

must

make

positive appeal to the readers and prospects. It

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should make no negative comments about other rival companies.

The advertising copy and layout must

be eye catching. It should immediately draw attention of the prospect.

The advertising copy should give full

description of the features of the product.

The advertisement should be able to

create a brand image and promote corporate image.

The advertising layout should be proper

and attractive so as to arouse interest.

The advertisement should be able to

effectively communicate the companys views and ideas.

MEDIA PLANNING AND INDENTIFICATION

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Media Planning: -

Media Planning is the problem of finding the most cost effective media to deliver the desired number of exposure to the target audience. Advertising media are vehicles or channels through which advertising messages are transmitted to target consumers or audience so that the desired action may be induced at the consumer level. The need for planning and proper selection of advertising media that arises so as to ensure that the advertising messages reach the target consumers and that their cost confirm to the resources constraints. Besides a substantial proportion of the advertising budget allocation to the mass media is spent on buying space and time. Therefore media decisions assume considerable importance when financial implications came into picture. The managerial task of media planning and selection comprises against media identification, identifying and factors resource governing media choice, laying done criteria for media them, developing media-mix allocation, and media scheduling.

Media Identification: -

The first major managerial task in media planning and selection is to identify the kind of media that may be

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available to a company. It involves scanning the media market and gathering relevant information to serves input for decision-making. The major advertising media available to a company are discussed in brief below.
1.

Newspaper: -

Newspapers have a general and wide appeal. It is a very common of publicity. They are flexible and make possible repetitive advertising. They offer promotional assistance and are the best source of market information. They offer greater prestige and believability. However newspapers have short span of life. Also illiteracy affects its utility.
2.

Television: -

Television combines motion, sound and special visual effects. Products can be demonstrated as well as described on TV. It offers wide geographic coverage and flexibility in the message presented. TV reaches the audience almost like personal face-to-face contact. To that extent it is just like personal salesmanship. It is really a wonderful means of mass communication for creating mass market. However advertising on TV is expensive.
3.

Radio: -

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Over the past decade, radio has enjoyed a rebirth as an advertising and cultural medium. Radio uses only an audio signal. It has a very wide appeal. It is suitable even for illiterate person. It has low cost. However, it cannot give detailed information. It has low memory value, People remember for more of what they see than of what they hear.
4.

Magazines: -

Magazines are best for colored and attractive advertisements. They have longer, greater retentive value as well as reference value. We can approach particular market segment only. Magazines can reach a national market and able to create credibility and prestige in the market. They have a relatively long life, anywhere from a week to a month, and a high pass-along readership. However they need advance planning and not facilitate repetitive advertisements. They have limited circulation.
5.

Direct Mail: -

Direct mail also known as direct marketing is he most personal and selective of all media. Direct mail is any advertising sent by mail including sales letters, folders, pamphlets, booklets, catalogues, etc. The

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advertising copy can be very flexible. It can provide detailed information about the product or service, creating lasting impression. It is not in direct competition with the rivals matter. However direct mail is costly. Receiver may consider it as junk mail as it may not have entertainment value.
6.

Outdoor Advertising: -

It has long life. It has a general and wide appeal. It consists of posters and displays, painted, printed and electric. It can attract attention of numerous people. It is a medium, which offers considerable selectivity and flexibility in terms of market coverage and appeals to suit the unique marketing needs of a company in a given situation. However it has low retention value. Unless the advertised product is a widely used good or service, considerable wasted circulation will occur, since many of the passers by will not be prospect.

7.

Specially Advertising: item of merchandise imprinted with the

An

advertisers name, message or logo and given free is specially advertising. It includes a wide variety of items

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such as calendars, books, matches, pens, pencils, diaries, key-chain etc. Its greatest strength is its long life. Every time the specialty item is used, the advertising message is repeated. However it has limited space available for sales message.
8.

Emerging Media: -

Many advertisers consider several lesser-known media, which are valuable, especially when used in conjunction with the better-known media. Some of such emerging media include: 1. Yellow Pages. 2. Internet. 3. Cell Phones (SMS). 4. Product Placements. 5. Place-based media.

Thus, media planners make their choice among these media types into consideration their relative merits and elements.
At Branch Level At Head Office Level LocalIDEA CELLULAR Gujarat newspaper like LTD. uses most of the available National newspapers like media as under for its advertising. Samachar, Akila, Phulchab, The Times of India, The Sandesh, Aajkal etc. Hindu, Economic times etc. Magazines
Major TV channel Booklet, catalogue

Advertising specialty Internet Yellow pages etc.

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The selection of Media of IDEA CELLULAR LTD. products depends on the product. But it generally advertises its products on above given Medias.

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Media Selection
Media selection involves finding the most costeffective media to deliver the desired number of exposures to the target audience. The effect of exposures on audience awareness depends on the exposures, reach, frequency and impact. Media planners make their choice among the major media categories by considering several variables, the most important of which are the following.

1.

Target-Audience Media Habits: -

While selecting a media the media habits of the target audience should be considered. For e.g. radio and television are the most effective media for reaching teenagers while newspapers and magazines are the most effective media of reaching lot people.

2.

Product: -

The nature if product determines the choice of the advertising medium. Womens dresses re best shown in color magazines and consumer durables are best demonstrated on television. Media types have different potential for demonstration, visualization, explanation, believability and color.

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3. Message: -

The nature of advertising message determines the advertising media for a company. A message announcing a major sale immediately will require radio or newspaper. A message containing a great deal of technical data might require specialized magazines or mails.

4.

Cost: -

Cost is one of the criterion against which each media should be evaluated. TV is very expansive, while newspaper advertising is relatively inexpensive. The cost per thousand exposures is considered rather than the total cost.

5. Advertising Objectives:-

The advertising objectives determine the type of media to be selected. For example, the press is a preferred medium to project corporate image while radio/television is relevant for product advertising.

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A company should also take into account the wisdom of competitors media choices despite differences in advertising objectives and appropriations. As competitors move may influence the sales and profit of the company.

IDEA CELLULAR LTD. takes into consideration the following factors while selecting a particular medium of advertising.

1. 3.

Product to be advertised Competitors viewpoint

2. Cost impact of the particular medium 4. Penetration of media selected 5. Target Market

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ADVERTISING AGENCY
When a company does not intend to organize a separate advertising department or organize it on a small scale with a skeleton staff, or when otherwise deems appropriate it may opt to assign its advertising job to an outside professional advertising agency. An advertising agency is an independent company that provides specialized advertising services and may also offer more general marketing assistance. An advertising agency is an independent business organization composed of creative and business people who develop, prepare and place advertising in advertising media for sellers seeking to find customers for their goods to find customers their goods and services. Advertising agencies plan and execute entire

advertising campaigns. It renders a variety of advertising and marketing services to a company. On behalf of its client-companies, it studies companys products, sales patterns, distribution system and consumers and in this background prepares plans for advertising campaigns. A genesis employ specialists who generally can perform advertising tasks better than a companys own staff. Agencies also bring an outside point of view to solving a

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companys problems, along with years of experience form working with different clients and situations. And because the firm can dismiss its agency, an agency works hard to do a good job. Advertising agency usually have four departments: creative, which develops and produces ads, media which selects media plan and places ads, research which studies audience characteristics and wants, and business which handles the agencys business activities. Each account is supervised by an account executive and people in each department are usually assigned to work on one or ore accounts. Agencies often attract new business through their reputation or size. Many large agencies have expanded the services they offer to include sales promotion and public relations, and they are frequently names. IDEA CELLULAR LTD. had also taken the help of ******, the very popular advertising agency. Reasons for using advertising agency are as follows: The company cant have all type of specialist such as copywriters, design staff, Market Research, export, etc. the agencies have these highly paid specialists on a called upon to assist in new-product development, package, design, and selecting product

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permanent basis because their costs are spread over many advertisers. Hence it is economical and cheaper to use an Advertising Agency. The Agency can take an unbiased objective view of any Advertising problem. The Agency can see the product its merits, and demerits through the eye of the buyers who are also outsiders. This objectivity is not possible for an Advertisement Department of the company. Finally, the media owner pays the Agency. The company pays nothing for the use of an agency while buying Advertising space. IDEA CELLULAR LTD. has selected ******ad agency for its national level advertising. The Rajkot branch of the company appoints any one of the local ad agencies, which it finds best for its advertising programme.

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EVALUEATION OF ADVERTISING EFFECTIVENESS

The managerial responsibility in the area of

advertising does not cease with the execution of the advertising programme. A management concerned with goal achievement in this and performance Evaluation excellence of also attempts to evaluate the results of all managerial endeavors area. advertising performance refers to the managerial exercise aimed at relating advertising results to the established standards of performance and objectives so as to assess the effectiveness of advertising performance. The advertisement evaluation is needed for measuring the impact of ad on sales, impact of alternative media, copy and layout on ad, impact of different components of the marketing mix on ad etc. Good planning and control of advertising depend critically on measures of advertising effectiveness. Most measurement of advertising effectiveness is if an applied nature, dealing with specific ads and campaigns. Most of the money is spent by agencies on pre-testing ads, and much less is spend on postevaluating their effects. Many companies develop an advertising campaign, put it into the national market, and

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then evaluate its effectiveness. It would be better to limit the campaign to one or few cities first and evaluate its impact before rolling a campaign throughout the country with a very large budget. Most advertisers try to measure the communication effect of ad-that is, its potential effect on awareness, knowledge, or performance. They would also like to measure the ads sales effect but often feel it is too difficult to measure. Yet both can and should e researched. Thus, there are two ways of evaluating ads effectiveness. 1. Communication-Effect Research: -

Communication-effect research seeks to determine whether an ad is communicating effectively. Also called copy testing, it can be done before an ad is put into media and after it is printed or broadcasted. There are three major methods of advertising pre-testing. They are: 1. Direct rating. 2. Portfolio tests. 3. Laboratory tests. These tests measure an ads attention getting power but reveal nothing about its impact on beliefs, attitudes or intention.

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Advertisers are also interested post testing the overall communication impact of a completed advertising campaign. To what extent did the ad campaign increase brand awareness, brand comprehension, stated brand preference, and so on. Assuming that the advertiser can draw a random sample of consumers after the campaign to assess the communication effects. 2. Sales-Effect Research: -

The ultimate purpose of advertising is to sell the product, idea or service. Ability to generate sales is the acid test of an advertisement. Advertisings sales effect is generally harder to measure than its communication effect. Sales are influenced by many factors besides advertising, such as the products features, price, availability and competitors actions. The fewer or more controllable these other factors are, the easier it is to measure advertisings effect on sales. Researchers try to measure the sales impact

through analyzing either historical or experimental data. The historical approach involves correlating past sales to past advertising expenditures using advances statistical techniques. Other researchers use experimental design to measure advertisings sales impact. Instead of spending

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the normal percentage of advertising to sales in all territories, the company spends more in some territories and less in others. Thus, the key objective of these studies is to provide information to help advertising decision makers decide whether their advertising is working to benefit their brand. IDEA CELLULAR LTD. does not undertake systematic evaluation of effectiveness of its advertising programme, because the company feels that it cannot be easily and effectively measured. Besides advertising is only one element of the marketing mix. Many factors apart from advertising influence sales success. The many benefits that accrue to management from using consumer research the initial impetus to begin conducting consumer research in the United States one might imagine because of the competitive advantage a company can gain from engaging in market research, that it has been used by business from centuries. Such as not the case. The industry did not move out of its embryonic years until 1900. Now over the years marketing research has become an integral tool for decision making. According to American Marketing Association Marketing research is the function which links the

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customers, consumers and public to marketer through information which used to identify and define marketing opportunities and problems: generate, refine and evaluate marketing actions; and improve understanding of marketing as a process. In short marketing research is the planning collection and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management. The marketing research is carried out on dealers of idea cellular ltd. is in nature of all marketing concepts and strategies having been put into practise. Applied research is the one which is carried out by applying all the marketing concepts into subjects, that needs to be researched and through the application the findings are presented in the forms of a report.