Executive Summary
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This project is dedicated towards the understanding of the workings of the advertising agency and the level of impact of the advertisements on the targeted audiences. The advertising agency Media&TA’s client, D.S. Kulkarni Developers are the scope of this project. The impact of DSK ads in the minds of the audiences is studied here. Following are the results: • 58% of the people recall DSK advertisement. • 98% of the people are familiar with the slogan of the advertisement and the company. • 84% of the people like the DSK advertisement. • 58% of the people have seen the Television advertisement of the DSK group. • 32% of the people know the DSK group through the radio advertisements, making it the most popular and successful media. • 74% people like the DSK group advertisements run on the radio and Television.
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Research Design
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Introduction This project is done with the view of understanding the workings of an advertising agency and the level of impact of the advertisements on the targeted audiences. The advertisement recall study method is adopted to understand the effectiveness of the advertisement/s already released.
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Statement of the Problem The Working of an Advertising Agency and Advertisement Recall Study. This project is dedicated to the understanding of the detailed workings of an advertising agency. Hence, the advertisement recall study method is adopted to understand the effectiveness of the advertisement/s already released. The client of the advertising agency Media & TA is D.S. Kulkarni Construction Group. The advertisement recall study will be limited to the advertisements rolled out only for their one client, D.S. Kulkarni Construction Group.
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Objectives of Study The objective of the project The Working of an Advertising Agency and Advertisement Recall Study is to understand the workings of an advertising agency. This project also tries to understand the success ratio that every advertisement carries when it is run on air. Hence, an advertising recall study has been made to study the impact of the advertisement on the minds of the general public.
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Research Methodology Research Design: “A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure” The study was conducted on the basis of list of respondents who were targeted for vehicle brand. From that customer preference were collected and were enable to cover almost all the leading brands. This was the research design for the project. • Types of Data The task of data collection begins after a research problem has been defined and research design is chalked out. While deciding about the method of data collection to be used for the study, the researcher should keep in mind the two types of data: primary and secondary. The researcher should decide the sort of data he/she would be using for the study.
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•
Primary Data
Primary data are those which are collected a fresh and for the first time and thus happen to be original. •
Secondary Data
Secondary data are those which have already been collected by someone else and which have been already been passed through the statistical process.
• Sources of Data: Sources of data are the various sources from where the data is collected to analyse. There are various sources of data. They are as follows: 1) Interviews. 2) Books. 3) Internet. 4) Past records. 5) Project which are prepared earlier. Sources of primary data and secondary data differ as the primary data is original collected by researcher and secondary data is collected for various other source.
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Sources of data for project: •
Primary data: through interviews.
•
Secondary data: from books and internet.
• Sample Plan: A sample plan has following components: a. Choosing the sample Unit b. Choosing the sample Size c. Choosing the sample Procedure d. Choosing the sample Media
Stratified random sampling method was adopted in the area under the study. Throughout the Pune consumers were interviewed. Area under the study was divided into different groups and consumers in the areas were interviewed. Sample Plan for the project: List of people interested in buying new flats obtained from the ad-agency, through a property exhibition at the DSK ‘stall’ in Pune city
•
Universe:
All items in any field of inquiry constitute Universe or Population. A complete enumeration of all items in the universe or population is
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known as census inquiry. It can be presumed that in such an inquiry, when all items are covered, on element of chance is left and highest accuracy is obtained. Universe for the project: List of people interested in buying new flats obtained from the ad-agency, through a property exhibition at the DSK ‘stall’ in Pune city.
•
Sample size:
The sample size (‘n’) should not be small as it may not serve the objectives and if it is too large it incurs huge cost and waste of resources. The sample size should be large enough to give the confidence interval of desired width. Size of the sample should be determined by a researcher keeping in the view the following points: Nature of Universe a. Number of classes proposed b. Nature of study c. Type of sampling d. Standard of accuracy and acceptable confidence level. e. Other considerations. Sample size for the project: 50 Audiences
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• Method of data collection: the methods of collecting primary and secondary data differ since primary data are to be originally collected, while in case of secondary data the nature of data collection work is merely that compilation. The different methods of data collection are described with the pros and cons of each method. There are several methods of data collection: i)
Observation method
ii)
Interview method
iii)
Through questionnaire
iv)
Through schedules
v)
Depth interviews
Method of data collection for project: Interviews through questionnaire.
•
Questionnaire:
This method of data collection is quite popular, particularly in case of big enquiries. It is being adopted by private individuals, research workers, private and public organisations and even by governments. In this method questionnaire is sent to the persons concerned with a request to answer the questions and return the questionnaire. A questionnaire consists of a number of questions printed or typed in a definite form. The questionnaire is mailed to respondents who are 11
expected to read and understand the questions and write down the reply in the space meant for the purpose in the questionnaire it self. The respondents have to answer the questions on their own. Quite often questionnaire is considered as the heart of a survey operation. Hence it should be constructed very carefully. If it is not properly set up, then the survey is bound to fail. Research should note the following with regard to these three main aspects of a questionnaire: 1) General Form. 2) Question Sequence. 3) Question formulation and wording. Formation of Questionnaire The researcher must pay attention to the following points while constructing an appropriate and effective questionnaire. 1) The researcher must keep in view the problem he/ she are to study for it provides the starting point for questionnaire. She / he must be clear about the various aspects of his research problem to be dealt with in the course of his/ her subject. 2) Appropriate from of questions depends on the nature of information sought, the sampled respondents and the kind of analysis intended. The researcher must decide whether to use closed or open ended question.
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3) Rough draft of the questionnaire is prepared, giving due thought to his/ her appropriate sequence of putting questions. 4) Researcher must invariably re-examine, and in case of need may revise the rough draft for the better one. Technical defects must be minutely scrutinized and removed. 5) Pilot study should be undertaken for per-testing the questionnaire. The questionnaire may be edited in the light of the results of the pilot study. 6) Questionnaire must contain simple but straight forward directions for the respondents so that they may not feel any difficulty in answering the questions.
• Field work The method of primary data collection for this project was the structured questionnaire. I have done the survey on the basis of list of people interested in buying new flats obtained from the ad-agency, through a property exhibition at the DSK ‘stall’ in Pune city, through meetings and telephone. I had not appointed anybody to carry out the survey on my behalf. Secondary data was collected through internet, website, and books by me.
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• Data Analysis Techniques: The data, after collection, has to be processed ad analysed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study and for ensuring that we have relevant data for making contemplated comparisons and analysis. The term analysis refers to computation of certain measures along with searching for patterns of relationship that exist among data-groups. Thus, “ in the process of analysis, relationship or difference supporting or conflicting with original or new hypotheses should be subjected to statistical tests of significance to determine with what validity data can be said to indicate any conclusions.” The analysis of the data takes place through processing operations. Processing operations are as follow: 1) Editing 2) Coding 3) Classification: • Classification according to attributes • Classification according to the class intervals 4) Tabulation. Data Analysis Techniques for the project: Classification, Tabulation and Average Percentage.
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• Presentation of Report Finally, the researcher has to prepare the report of what has been done by him/ her. Writing of report must be done with great care keeping in view the following: The layout of the report should be as follows:
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A. The preliminary pages: In this the report should carry title and date followed by acknowledgements and foreword. Then there should be a table of contents followed by list of tables and graph. B. The main text: The main text of the report should have following parts: i.
Introduction
ii.
Summary of findings
iii.
Main report
iv.
Conclusion
C. The end matter: At the end of the report, appendices should be enlisted in respect of all technical data. Bibliography and Index should also be given in the end. Report should be written in a concise and objective style in simple language avoiding vague expressions.
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Charts and illustrations in the main report should be used only if
they present the information more clearly and powerfully.
Limitations Limitations are the boundaries wherein the researcher has to work. To make the research successful a researcher should know his/ her boundaries. Any project done under the proper guideline comes across les limitations. • Limitations for the project: As the advertising research was for the advertisement of the company D.S.Kulkarni and Developers, a company with large number of players in the market has a wide scope for research. But the number days given and small sample size for the research become the limitations of the project. So it gave a undersized scope to the research.
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Conceptual Background
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Advertising Advertising is paid communication through a non-personal medium in which the sponsor is identified and the message is controlled. Advertising clients are predominantly, but not exclusively, for-profit corporations seeking to increase demand for their products or services. Other organizations that frequently spend large sums of money on advertising include political campaigns, interest groups, religionsupporting
organizations,
and
the
military.
Other
non-profit
organizations are not typical advertising clients, and rely upon free channels, such as public service announcements
Commercial messages and political campaign displays have been found in the ruins of ancient Arabia. Egyptians used papyrus to create sales messages and wall posters, while lost-and-found advertising on papyrus was common in Greece and Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient media advertising form, which is present to this day in many parts of Asia, Africa, and South America. For instance, the tradition of wall painting can be traced back to Indian rock-art paintings that go back to 4000 18
BC. As printing developed in the 15th and 16th century, advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England.
Black-figured lekythos with the inscription: “buy me and you'll get a good bargain”, ca. 550 BC, Louvre These early print ads were used mainly to promote books and newspapers, which became increasingly affordable thanks to the printing press, and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" ads became a problem, which ushered in regulation of advertising content. Although advertising has existed for a long time, explicit "branding" is a product of the late 1800s. Due to the prevalence of dangerous products and unregulated industries of the Industrial Revolution, brands were introduced to increase the reputation and value of a particular manufacturer. An identified brand often meant safety and quality. Quaker Oats is among the oldest modern brands in continual use.
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As the economy was expanding during the 19th century, advertising grew alongside. In the United States, classified ads became even more popular, filling pages of newspapers with small print messages promoting all kinds of goods. The success of this advertising format led to the growth of mail order advertising. At first, agencies were brokers for ad space in newspapers. At the turn of the century there were few career choices for women in business; however, advertising was one. Since women were responsible for most of the purchasing in their household, advertisers and agencies recognized the value of women's insights during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman for a soap. Although tame by today's standards, it featured a couple and said "The skin you love to touch". In the early 1950s, the television network began the modern trend of selling advertisement time to multiple sponsors. They had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the norm for the commercial television industry. The 1960s saw advertising transform into a modern, more scientific approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for 20
the advertising message, rather than it being a byproduct or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV. Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, the search engine Google revolutionized online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. A recent advertising innovation is "guerrilla promotions", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social networking sites.
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Advertising Agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. It is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. An ad agency has writers, artists, media experts, researchers, television producers, account executive, etc. these specialists work together to understand fully the advertiser’s requirements and develop suitable advertising plans and strategies. Ad agencies come in all sizes. They include everything from one or two-person shops (which rely mostly on freelance talent to perform
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most functions), small to medium sized agencies, large independents, and multi-national, multi-agency conglomerates. An agency's size should not necessarily be considered a barometer of their billing or ability to handle large accounts. Indeed, these days, smaller boutique agencies are just as likely to count very large corporations amongst their accounts. Full-service, or Media-neutral advertising agencies have the talent and ability to produce creative and advise clients for a full range of media, for virtually any type of account, or company. Some agencies specialize in particular fields such as medical, charitable, FMCG, white goods, retail, etc. Other agencies specialize in particular media, such as print ads or television commercials. Other agencies, especially larger ones, 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 media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Lately, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) firms have been classified by some as 'agencies' due to the fact that they are creating media and implementing media purchases of text based (or image based in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency' however with the creation of ads (either text or image) and media purchases they do qualify technically as an 'advertising agency' as well as recent studies suggest that both SEO and SEM are set to outpace magazine spending in the next 3-5 years.
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Advertisement recall study
Advertisement recall study measures the perceptions, attitude and effectiveness of the advertisement in the minds of the viewers. It is very essential for the company and the agency to know the impact of the advertisement in the minds of the targeted audience. Following methods are used for post-testing of advertisements already run: • Penetration Tests • Error-in-recognition Measurement • Gallup-Robinson Impact Test • Triple Association Test • The Netapps Method • Likert Summated Scale • Unaided Recall Test 24
• Progress Test • Intend-to-buy Test • Sales Result Test
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Organisation Profile
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The advertising agency Media&TA was established on 9th September, 1999 (9-9-99), by a visionary, Mr. Manoj Deshmukh. Mr. Manoj Deshmukh was Science Graduate with a flair for marketing and creativity. To give a scope to his great potential, he did his PostGraduation in Advertising and Public Relations from Symbiosis Institute. Initially, he used to work in a local cable news channel called as Dinmaan, as their Marketing In-charge. But later he decided to pave his own path in the field of advertising. Eight years ago, Media&TA started as small team of creative brains and with a small budget to keep them moving, but the spirit was high & the vision was big. And now, the Media&TA is a fully functional Advertising Agency operating 24X7 through 365 days with all the elite clients to boast for!
•
Media&TA Clientele: D.S. Kulkarni Developers Sahil Construction Group Lycil
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Prasanna Holidays And many more…
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The Working of Media&TA:
Creative Director
Creative Department
Copy Chief
Finance Department
Visualiser
Copy Writer
Artists
Layout Artists
Copy Writer
Finished Artists
Voice Artists
Musicians
29 Copy Writer
Technicians
Creative Director
Creative Department
Copy Chief
Finance Department
Visualiser
Copy Writer
Artists
Layout Artists
Copy Writer
Finished Artists
Copy Writer
Voice Artists
Musicians
Technicians
Audio
Video
Analysis, 30
Presentation & Interpretation
(1) Which of the following real-estate advertisement do you recall from the electronic media (T.V., Radio, Internet, etc.)?
DSK
29
Kumar Builders
13
Aditya Group
1
Amrut Runwal Group
7 31
30 25 20 15 10 5 0 DSK
Kumar Builders
Aditya Group
Amrut Runwal Group
DSK Kumar Builders Aditya Group Amrut Runwal Group
Inference: 58% of the people recall DSK advertisement. Slogan Recognition: (2)“Gharala gharpan denari mansa...” is a slogan of which company?
DSK
49
Kumar Builders
0
Aditya Group
0
Amrut Runwal Group
1 32
50 40 30 20 10 0 DSK
Kumar Aditya Group Builders
Amrut Runw al Group
Inference: 98% of the people are familiar with the slogan of the advertisement and the company.
Preference: (3) Do you think, “Gharala gharpan denari mansa...” is a catchy jingle?
Yes
42
No
3
Can’t Say
5 33
45 40 35 30 25 20 15 10 5 0 Yes
No
Can’t Say
Yes No Can’t Say
Inference: The DSK advertisement is quite liked by the people. Television Coverage: (4) Have you seen the DSK Group’s advertisement on the Television? Yes
29
No
21 30 25 20 15 10 5
34
0 Yes
No
Yes No
Inference: A majority of the people have seen the Television Advertisements of the DSK group.
Media Coverage: (5) How did you come to know about the DSK Group? Radio Television Newspaper Hoardings 16 Billboards 14
16 5 6 12 11
12 10 8 6 4
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2 0 Radio
Television New spaper Hoardings
Billboards
Radio Television New spaper Hoardings Billboards
Inference: Although all the media channels are popular, the radio advertisements of the DSK group are the most popular ones. Public Opinion: (6) Did you like DSK advertisements on the television and radio? Yes, Very Much
37
Not Bad
8
Not at all
5
40 35 30 25 20 15 10
36
5 0 Yes, Very Much
Not Bad
Not at all
Yes, Very Much Not Bad Not at all
Inference: The majority of the people interviewed have liked the DSK advertisement.
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Findings, Suggestions & Conclusion
Findings 38
•
DSK has the most effective real-estate advertisement from the electronic media. 58% of the people recognise the brand immediately.
•
The slogan “Gharala gharpan denari mansa...” is very popular and 98% people recognised and recalled it as the DSK slogan.
•
84% of the people like the slogan “Gharala gharpan denari mansa...”.
• Majority of the people have seen the DSK advertisement on the television. • Majority of the people have liked the electronic media advertisements of the DSK Group very much.
Suggestions 39
Following are the Suggestions for the advertising agency Media&TA with respect to their client, D.S. Kulkarni Developers. More emphasis can be given to Television advertisements with respect to Radio advertisements. New themes can be created for the advertisements (The current themes are ‘Nature’). Various promotional strategies such as participating in the exhibitions, contests, etc. can be adopted.
Conclusion 40
The
advertisement
recall
study
conducted
shows
that
the
advertisements of the D.S. Kulkarni Group are successful and have made a positive impression in the minds of its audiences.
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Annexure
Names of the audiences interviewed for the purpose of data collection. This data was got from the advertising agency which they had collected from a DSK stall in a property exhibition.
1 2
Bhide Ajinkya Chavan Chandan 42
3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41
Date Sidartha Desai Pooja Deshmukh Shivram Devdas Heredka Ganesh Acharya Ganesh Mohal Gopal Mistri Hakim Adnan Joshi Sunil Joyti Rao Kukkikatte Bhojrao Kulkarni Sachin Kumar Datar Mande Swapnil Manoj Shah Maral Mahadeo More Bhagwan More Pravin Mujawar Ram Naik Suhas Negi Jaswinder Nimbalkar Ajay Patil Arunesh Pokle Kiran Potnis Suhas Puranik Mahadeo Rajiwade Sarjerao Anant Ramanuja Rao Mohini Rao RamChandra Sada Bhuruk Sagar Rahurkar Satpute Vivek Shaha Sanjay Shinde Ramesh Shinde Vinayak Shitole Ranjit Shraddha Warde Singh Narendar 43
42 43 44 45 46 47 48 49 50 51
Sonawane Laxma Soswal Ranesh Suresh Adiga Suresh Doshatty Tatkare Chandrakant Thakur Rahul Tilekar Prasad Uday Warungikar Umesn Kadam Vaidya Archana
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Name:_____________________________________________ Address:___________________________________________ ____________________________________________________ Contact No.:_______________________________________
Note: This questionnaire is for the purpose of data collection for the college project for B.B.A. VIth Semester.
(1) Which of the following real-estate advertisement do you recall from the electronic media (T.V., Radio, Internet, etc.)? □
DSK
□
Kumar Builders
□
Aditya Group
□
Amrut Rumwal Group
(2)“Gharala gharpan denari mansa...” is a slogan of which company?
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□
DSK
□
Kumar Builders
□
Aditya Group
□
Amrut Rumwal Group
(3) Do you think, “Gharala gharpan denari mansa...”
is
a catchy jingle? □
Yes
□
No
□
Can’t Say
(4) Have you seen the DSK Group’s advertisement on the Television? □
Yes
□
No
(5) How did you come to know about the DSK Group? □
Radio
□
Television
□
Newspaper
□
Hoardings
□
Billboards
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(6) Did you like DSK advertisements on the television and radio? □
Yes, very much
□
Not Bad
□
Not at all
Bibliography
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Reference Books 1) Advertising Theory & Practice – Chunawala, Kumar, Sethia,… 2) Marketing Management – Philip Kotler
Websites 1. Google -
http://www.google.com/webhp?sourceid=navclient&hl=enGB&ie=UTF-8 2. Wikipedia – http://en.wikipedia.org/wiki/Main_Page
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