13361323 role of advertising in brand communication through television media

8/14/2019 13361323 Role of Advertising in Brand Communication Through Television Media

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SUMMER INTERNSHIP REPORT

ON

Role of advertising in brand communication throughtelevision media

Submitted in partial fulfilment of the requirements

for the award of the degree of

Master in Business Administration

SUBMITTED BY:

Sumantra Ray-A0102207185MBA (M&S) 2007-2009

UNDER THE GUIDANCE OF

Mr. R. R. GHATAK Mrs. PUNEETA VADEHRA NEGI

AMITY BUSINESS SCHOOL AUUP MANAGER, AD SALES,MCCS.

AMITY UNIVERSITY UTTAR PRADESH

(Established under Amity University Uttar Pradesh Act 2005)Sponsored by Ritnand Balved Education Foundation


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EXECUTIVE SUMMARY

The project deals with finding the effectiveness of the television advertising for different

product categories targeted at different consumer segments. The client or the company

has some vision in mind when they think of advertising for a new product or an existing

one or for brand promotion. It starts with "what" the client wants to advertise and "why".

The understanding of the "why" gives leads as to "how" it is supposed to go about the

campaign. The company has to weigh the benefits from advertising against the cost

incurred in way of advertisements. Being able to reach the precise target audience is not

just a function of the distribution channels or the pricing of the goods or services; it is

advertising that communicates everything to the consumer. Therefore arises the need to

analyze how ad-budgets are allocated to different types of media [print, television, radio,

internet etc] based on the product or brand and the target audience.

The project intends to find what factors might govern the brand communication, the

audience behavioural patterns which point towards innovations needed in television

advertising, effectiveness of television advertising compared to other mediums and a

secondary objective , which was to find how a news webpage of star news would fare

if it is created. Since the major competitors of star news have news website it is even

more essential to assess the opportunities in this as it would provide an additionalplatform for advertising.

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TABLE OF CONTENT

TOPIC PAGE NO.

CHAPTER 1 : INTRODUCTION 4

HISTORY OF INDIAN TELEVISION 4

CURRENT SITUATION OF MEDIA BUYING INDUSTRY 5

CHAPTER 2 : RESEARCH METHODOLOGY 6

LITERATURE REVIEW 6

OBJECTIVE OF STUDY 6

MOTIVATION OF RESEARCH 6

TYPE OF RESEARCH 7

SAMPLE DESIGN 7

o SAMPLE UNIT 7

o SAMPLE SIZE 7

o SAMPLE SELECTION 7

DATA COLLECTION TOOLS 7

o PRIMARY DATA 7

o SECONDARY DATA 7

SCALING TECHNIQUES USED IN QUESTIONNAIRE 8

LIMITATIONS AND CHALLENGES WHILE UNDER GOING THE

RESEARCH 8

CHAPTER 3: ANALYSIS AND INTERPRETATION 9

ANALYSIS OF PRIMARAY DATA 9

SECONDARY DATA ANALYSIS 22

CHAPTER 4: RECOMMENDATIONS & SUGGESTIONS 24

BIBLIOGRAPHY 25

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CHAPTER 1

INTRODUCTION

HISTORY OF INDIAN TELEVISION

Starting with 41 sets in 1962 and one channel Indian television has come a long way.

When Television first came to India it was named the National Television Network of

India. The first telecast started on September 15, 1959 in New Delhi. After 13 years,

second television station was established in Mumbai in 1972. For several years the

transmission was in black & white. Television industry got the necessary boost in the

eighties when color TV was introduced during the 1982 Asian Games.

Indian small screen programming started off in the early 1980s. At that time there was

only one national channel Doordarshan. The Ramayana and Mahabharat was the first

major television series produced. This serial notched up the world record in viewer ship

numbers for a single program. In the late 1980s more people started to own television

sets. Television programming had reached saturation in spite of the fact that there was

only one channel. So, the government opened up another channel which had part national

programming and part regional. This channel was known as DD 2 later DD Metro. Both

channels were broadcast terrestrially. The central government launched a series of

economic and social reforms in 1991, under the new policies the government allowed

private and foreign broadcasters to engage in limited operations in India. In 1992 five

new channels belonging to the Hong Kong based STAR TV gave Indians a fresh breath

of life. Zee TV was the first private owned Indian channel to broadcast over cable. A few

years laterCNN, Discovery Channel,National Geographic Channel made its foray into

India.. Regional channels flourished along with a multitude of Hindi channels and a few

English channels. By 2001-2003, other international channels such as HBO, History

Channel, Nickelodeon, Cartoon Network, VH1, Disney and Toon Disney came into

foray. In 2003 news channels started to boom.

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http://en.wikipedia.org/wiki/September_15http://en.wikipedia.org/wiki/1959http://en.wikipedia.org/wiki/1980shttp://en.wikipedia.org/wiki/Doordarshanhttp://en.wikipedia.org/wiki/Ramayanahttp://en.wikipedia.org/wiki/Mahabharathttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/STAR_TVhttp://en.wikipedia.org/wiki/Zee_TVhttp://en.wikipedia.org/wiki/CNNhttp://en.wikipedia.org/wiki/Discovery_Channelhttp://en.wikipedia.org/wiki/National_Geographic_Channelhttp://en.wikipedia.org/wiki/HBOhttp://en.wikipedia.org/wiki/History_Channelhttp://en.wikipedia.org/wiki/History_Channelhttp://en.wikipedia.org/wiki/September_15http://en.wikipedia.org/wiki/1959http://en.wikipedia.org/wiki/1980shttp://en.wikipedia.org/wiki/Doordarshanhttp://en.wikipedia.org/wiki/Ramayanahttp://en.wikipedia.org/wiki/Mahabharathttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/STAR_TVhttp://en.wikipedia.org/wiki/Zee_TVhttp://en.wikipedia.org/wiki/CNNhttp://en.wikipedia.org/wiki/Discovery_Channelhttp://en.wikipedia.org/wiki/National_Geographic_Channelhttp://en.wikipedia.org/wiki/HBOhttp://en.wikipedia.org/wiki/History_Channelhttp://en.wikipedia.org/wiki/History_Channel


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CURRENT SITUATION OF MEDIA BUYING INDUSTRY

In India, consolidations began in 2002, reducing the media buying industry to a handful

of major players who now dominate the media buying business. The top six - though not

necessarily in order of importance - are Madison Media, GroupM, Starcom, Carat,

Lodestar and Initiative Media. Besides the traditional media planning and buying, now a

days the agencies offer a range of other solutions, including client servicing and research.

The corporate world is abuzz with its services, and the business is growing at a

breakneck speed, yet, media buying in India is at a nascent stage. India's advertising

expenditure to GDP ratio is one of the lowest in the world. Compared to China's $25

billion, and the world's $337 billion , India's $2.2 billion advertising market is miniscule.

The expected GDP growth should push advertisement spends upwards. Meanwhile,

despite room for growth and improvement, the industry continues to fight against several

issues.

The biggest problems the media buying industry faces is a shortage of talent. The

attrition rate is a high 20-28 per cent. The reason is the decrease in payments. Client

expectations have risen, and costs related to research, people, and other overheads have

spiralled

In the rat race for survival, media agencies have been building volumes at the cost of

margins. Some agencies resort to undercutting to get business - and clients, who

otherwise value stability and consistency, are tempted to move accounts to agencies that

offer their services at lower rates.

TAM [Television Audience Measurement]

A joint venture company between AC Nielsen & Kantar Media Research/ IMRB, TAM

Media Research is the TV Viewership analysis firm of India. The viewership cell runs

what is one of the largest Peoplemeter TV Panels in the World with Approx 30,000

sample individuals representing all the Class-I towns (towns with population more than

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100,000) polled every week for their Viewership habits! This division measures

television Viewership of audiences for the 300-plus TV stations operating in India.

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CHAPTER 2

RESEARCH METHODOLOGY

LITERATURE REVIEW

I have looked through research papers and other studies than have been conducted in

fields allied to my topic and found that research has been conducted in television

audience behaviour , advertising and brand communication measures takes by

companies. But no one has dealt with all these with news channel as a crux of it. So I did

not find any literature on precisely my topic.

OBJECTIVE OF STUDY

The objectives of the research project are

Find factors governing suitability of product or brand on a specific media or

program

Figure out which things effect brand recall the most

Patterns of TV viewing

Audience behaviour analysis during ad-breaks

Another secondary objective was to assess how a news website of star news

would fare

To study and to check upon the above set objectives of the project a structured

questionnaire was designed apart from using data from TAM that is collected in the

archives of STAR News.

MOTIVATION OF RESEARCH

Being a project for my partial fulfilment of my MBA degree I was motivated to finish

this project to the best of my ability.

My interest in the field of advertising was a motivation factor towards this research..

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TYPE OF RESEARCH

My research is DESCRIPTIVE RESEARCH because it tries to identify characteristics ofobserved phenomenon and explore possible correlations among phenomenon. Here in

this research the phenomenon would be audience behavior patterns, brand recall and

viewer preferences.

SAMPLE DESIGN

SAMPLE UNIT

The sample population was a selection of individuals of varied age groups (above the age

of 18). The area covered was the Delhi & NCR region.

SAMPLE SIZE

The sample size selected was 100 respondents. This was due to the time and resource

constraint faced during the project.

SAMPLE SELECTION

Respondents were selected on random basis but the respondents had to satisfy the

following criteria:

Above the age of 18

Belong to HSM[Hindi speaking masses]

DATA COLLECTION TOOLS

PRIMARY DATA

Primary data was collected through questionnaire method.

SECONDARY DATA

Secondary Data was collected from websites, database of Star News and TAM

reports.

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SCALING TECHNIQUES USED IN QUESTIONNAIRE

1. QUESTION 1 Unstructured questions &Nominal Scale

2. QUESTION 2 Nominal Scale




6. QUESTION 6 Dichotomous question

7. QUESTION 7 Interval Scale

8. QUESTION 8 Ordinal Scale




12. QUESTION 12 Unstructured questions ( open ended)



LIMITATIONS AND CHALLENGES WHILE UNDER GOING THE

RESEARCH

Television viewing patterns vary immensely across different cross sections of the

society. Therefore my sample population would probably not contain enough

variety of the audience.

Time constrain to complete the project was also another limitation faced during

the research.

There were some qualitative questions that needed explaining hence some

respondents needed assistance thus slowing down the process of data collection.

Limited access to data available in archives

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CHAPTER 3

ANALYSIS AND INTERPRETATION

ANALYSIS OF PRIMARAY DATA

A]

From the data collected through this questionnaire I classified peoples choices for which

advertisements they recalled into different product categories as follows: FMCG,

Automobile, Electrical appliances, Cell phones, Mobile networks& Others.

From the pie chart we can see that FMCG and mobile networks have more recall than

others thus proving that television is the most effective for these categories compared

to others which need strong back up advertising from outdoor, print and other media. As

for FMCG we can attribute the high figures in the graph due to the large number of

products under that category and their innumerable advertisements and in the

telecommunication sector the frequency of advertisements is much higher which might

also be a reason for the high recall.

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FMCG

32%

Automobiles

7%

Electrical

Appliances

6%

Cellphones

12%

Mobile

Netw orks30%

Others

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\

After tabulating the recall factors we come to the conclusion that Brand Ambassadors

have biggest impact on the consumers mind along with the jingle that forms an integral

part of any brands identity. That is why millions are spent in roping in stars and

celebrities for brand endorsement as the Indian consumers behaviour regarding brand

recall is governed by it. India is still a market primarily governed by the herd

behaviour, so, larger the fan following larger will be the attention garnered by the brand.

Hence more recall.

As for recall since the jingle of a brand reaches the consumer even when they are not

watching, therefore it goes a long way in helping recall. The jingle is an integral part of

the brand building exercises. It helps to carry though a continuous flow during the

transition phase when the brand is undergoing a revamp or rebranding, like for example

in hutchs transition to Vodafone. They kept the tune of the jingle same while they

changed other brand elements like logo, colour etc. This is a direct proof of the fact that

since jingle brings in the strongest recall that is why it was used to introduce newer

elements of the brand.

Brand Ambassador

Phrases

Jingle

Any other

0

5

10

15

20

25

30

Recall Factors

Series1

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B]

From the results in this pie chart we can derive that effectiveness of advertising for

certain niche products during certain specific programs that are watched by the

prospective target buyers. Since only 37 percent of respondents said they have a fixed

schedule of television watching therefore advertisement for precisely targeted audience

would be effective only to that extent

Obligatory viewer here are the percentage of people who do not have the choice of

watching the programs they like , instead have to go in for the channel being preferred by

the majority of family or gathering they are in. Out of the 22 percent shown in the pie,

majority of obligatory viewers were found to be housewives. Therefore we can deducethat advertisements of products appealing to housewives can be placed randomly to

a certain extent on prime time programs because some percentage of the target

audience will be watching as obligatory viewers irrespective of the program content.

The third quadrant of the pie which denotes the percentage of people watching according

to leisure is the highest among the three, this shows that most people are not used to

watching television in a fixed schedule. Therefore content specific media buying for

targeting precise audience will have limited effect and spending huge amounts spent

to secure advertisement slots during specifically targeted programs may not be the

way to go always. This in a way proves why agencies want an all days repeat routine for

the advertisement even though the product may be catering to a specific market.

Leisure

41%CertainpreferredPrograms

37%

Obligatoryviewer

22%

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[C]

This data can be used to understand audience preference patterns which can help

advertisers choose which time slots to buy according to their intended target market.

As discussed in the previous analysis content specific media buying may not always help

to reach the target audience, so in order to make sure that the money being invested in

buying premium spots is not going waste, the advertiser must study the behavioural

patterns of the consumer. This could help figure out correlation between genres of

programs watched by a certain target group.

For example, in the above diagram it can be seen that people watching game shows are

more likely to also watch comedy programs. Therefore for a product being advertised

during game shows it would be most beneficial to do re-run of their advertisements

during comedy serials as they will have an overlap of the same audience . The same

audience watching the same advertisement again would increase the chances of brand

recall manifolds. Taking another example of the movies section, only one respondent said

that he usually watches only movies. We can deduce from this that there would not be a

large percentage who will only be interested in watching movies. So, to force recall the

advertiser needs to chase the audience by advertising in other shows from the thriller and

family drama genre also. This study is essential for those products which dont have a

huge advertising budget and therefore want to advertise sparsely but to a large number of

audiences. A television premier of a movie would be ideal for such an advertiser but from

the responses of the questionnaire we can also figure out that even though he might reach

out to lot of people during a movie but to force recall he must follow the audience in

other programs too. This highlights the importance of allocation of the advertising budget

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[D]

These results help us understand the behavioural patterns during advertisement breaks,

this is necessary to chalk out innovations in advertising and placements of advertisements

during breaks so as to grab maximum attention.

Majority [72%] surfs through channels during advertisement breaks this speaks out why

new innovations like advertising simultaneously with content, creating roadblocks

etc are being practiced. When we talk of advertising simultaneously with content, we

mean the advertisements that play even when the program is still showing. This grabs

attention of the audience because it is being displayed in the same screen as the program

televised and the audience cant surf channels also during this period as he would miss theproceedings of the program.

It is for this reason that the first advertising slot in an advertisement break is the

most expensive one. Because the first advertisement is the only place where the

audience still has their attention glued to the television screen since it comes right after

the content pauses. It is usually during this advertisement that the person watching

decides to shuffle channels, hence the first advertisement always manages to get most

eyeballs than the following slots.

The following three analyses split the behavioural patterns into 3 halves to make more

precise judgment on how to target the audience with advertisements. The length and

frequency of advertisement breaks vary with the content type therefore even the

behavioural pattern varies accordingly. Thus slight adjustments in the advertisements

Kee watchin same channel7%

Surf through channels72%

Move away for otherjobs

21%

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need to be made to increase effectiveness. Its for this purpose that when the beta tape of

the advertisements are sent for broadcasting to the television channel they have different

versions of the same commercials tailor-made for different slots.

3

36

61

0

10

20

30

40

50

60

70

Keep watching

same channel

Surf through

channels

Move away for other

jobs

Movie Channel Breaks

Series1

The movie channels usually have breaks that occur in lesser in frequency but are longer

in duration. From the answers of respondents we can clearly make out that majority

moves away for other jobs rather than just sit and surf. This behaviour may be

governed by the fact that since a movie consumes much more time than any normal

program, the audience prefers to complete some work as the long breaks allow them

to. This fact may be used by the advertiser to tweak the advertisements in a way,

such that, the jingle of the brands is more prominent and audible because that is

what reaches the target audience even when they are finishing some work and not

having their attention on the television screen. Thus this would maximise the

effectiveness of the advertisement in spite of the person not watching it.

3741

22

0

5

10

15

20

25

30

35

40

45

Keep watching

same channel

Surf through

channels

Move away for other

jobs

News Channel Break

Series1

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The remarkably high percentage of people who said that they keep watching a news

channel even through the break can be attributed to the fact that news channels have

news bands ticking away the headlines at the bottom of the screen during

advertisements. So according to me news channels demonstrate the complete

amalgamation of advertising with the content because both are always on screen,

during news content broadcast the advertisements are the tickers whereas during

advertisements its reverse. Since people dont watch news channels though out the day it

is essential to keep them glued to one channel which can only be done by providing news

at any point the viewer switches on to the news channel.

In spite of a lot of people watching even through the break, the majority voted that they

prefer surfing through channels. This is why roadblock strategy is essential

especially during hours/time slots when people are surfing through news channels

looking for a summary of the days news. Basically roadblock strategy literally

means creating roadblocks. This is done by buying advertisement slots on parallel

news channels in the same time band or during same advertisement breaks so that

even if the target audience shuffles through other channels he will still encounter the

same advertisement.

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53

40

0

10

20

30

40

50

60

Keep watching

same channel

Surf through

channels

Move away for other

jobs

Cricket Breaks

Series1

More than 50 percent of the respondents said they surf through channels during

cricket breaks. Thisjustifies the need for innovative advertising that would integrate

the advertisements with the contentbeing shown. Ad-bands and ticker advertising have

now been present for some time in cricket broadcasts. The fact that majority of people

would not have watched the advertisement breaks proves the effectiveness of these

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innovation and since cricket is so popular in India ,it would be a waste of advertising

opportunity had simple advertisement breaks been the only way of communicating with

the masses.

The ad-bands celebrating the fall of a wicket or a boundary being hit is a good way of

connecting with the audience and slipping the brands message in the middle. Constant

innovation and need for more eye catching in-content advertising has paved way for the

latest L-bands which have increased the scope of using the brand mascots etc. without

all these cricket broadcast advertising would have been futile due to channel surfing.

[E]

Advertorials are another way of approaching the target market with the promotion of

products being masked to look different from normal advertisements.

Indian consumers probably still value peer suggestion or user reviews or better still

market sale patterns more when they have to decide on which cell phone to buy or which

car to purchase . This is evident from the fact that majority do not bank on advertorials

for purchase of such products. But still I feel the 37% who said yes is a big improvement

from earlier years otherwise there wouldnt have been this increase in advertorial over

the last decade. More people are showing interest in these reviews which push a brand to

market its product differently but still effectiveness of this mode is limited. The scope oropportunity of communicating through advertorials arises from the fact that unlike a

general television commercial , here, the money spent would entirely be directed towards

the target market as only the interested would make the effort of watching an advertorial .

[F]

31%

15%

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54% of the sample population said that they watch television with family during

dinner.31% said that they watch television with family during dinner sometimes.The

remaining 15% population never watches television with family.

This brings out the importance of prime time advertising because that is the time

when the whole family watches television together.According to a report by TAM

several households in India stick to the rule of having only one television set at home

so that at least once a day, during dinner that is, the whole family sits together . This

itself shows the huge viewer ship an advertisement telecast during prime time would get.

Apart from just the numbers it is also the cross-section of different age groups that is

covered in this time slot that matters to the advertiser. For example a family watching

television over dinner which might be buying a car soon would end up discussing a

particular car on the spur of its advertisement. This would be immensely beneficial for

the brand.

[G]

19

35

37

9

20

30

12

15

27

26

35

35

34

9

16

41

276

209

230

308

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2 3 4 total

Print

Internet

Television

Radio

The above graph shows the number of people who have given the corresponding ranks to

the mediums according to the time devoted. The total is calculated by adding up the

product of the number of people and corresponding ranks.

[example for television : it is (1X35)+(2X30)+(3X26)+(4X9)=209]

The medium getting the lowest score is one getting the highest average rank.

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37

11

33

19

0

10

20

30

40

Whicch websites do you use for News updates?

Series1 37 11 33 19

Indiatimes Rediff Yahoo 0thers

As visible in the graph above:

37 people said they used indiatimes for their news updates, 11 used Rediff for the same,

33 used yahoo, And 19 wrote other responses.The interpretation is of this written combined with the interpretation of the next 2 graphs.

49

9

42

0

10

20

30

40

50

Why do you prefer the specified choice?

Series1 49 9 42

Authenticity of

information

Lack of clutter and

pop ups

Precise

information/news

This graph tries to identify the precise reason for which the respondents preferred the

websites mentioned in the earlier question. Majority voted for the authenticity of

information while precision in news came second in terms of importance.The I

nterpretation is of this written combined with the interpretation of the nextgraph.

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2834

1411 13

0

5

10

15

20

25

30

35

Name any 3 hindi News Channels

Series1 28 34 14 11 13

Star News Aaj Tak India TV NDTV Zee News

This question uses unaided recall to find which Hindi news channel stays top of the

mind.

As per the figures Aaj Tak gets highest ratings and star news comes second.

Now, all the major competitors of star news have a news webpage but star does not.

What I am trying to identify here is the scope existing for such a website. From answers

of a previous questions we can easily see that news search is an important use of

internet therefore a webpage from star would be useful for users if u consider the

type of content.

From another 2 question we can derive that since the respondents give more weight age

to authenticity of information and indiatimes comes on top of their choice list then

star news too would definitely be very well received. This is because being a news

channel there will be no doubts regarding the authenticity of information and in

comparison to indiatimes it is an equally well know, if not better, brand. Thus

guaranteeing a huge number of initial clicks on the webpage, if one is created.

As for the competition with the other news channel websites from the graph of a question

we can see that , being number two in unaided recall, star news webpage would

definitely be on top of the mind.

Therefore according to me there is tremendous scope of having a website.

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[I]

19

59

12 10

0

10

20

30

40

50

60

Which form of ad campaign contributes to your recall?

Series1 19 59 12 10

radio televison pritnt outdoor

The graph above shows the how much consumers think each medium contributes

towards the brand recall.

Radio - 19

Television 59

Print 12

Outdoor 10

Here also television is higher than other mediums by a huge margin. The combination

of audio and video advertising naturally has more impact on the consumers mind.

And as we have seen earlier in the report the brand ambassador and jingle rate highest

in recall factors, these two are seen together in television hence the recall.

Even the other mediums are essential, but, they mainly complete the all round brandidentity development. As for the brand image building exercise, television is

indispensable.

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SECONDARY DATA ANALYSIS

Source: TAM, Market: HSM, TG: CS 15+, Day part: ALL DAYS, Period: Wk 16-08

This graph here is the viewership data collected and processed by TAM. It plots the

viewership of the different Hindi news channels against the time of the day. As per the

weekly surveys Aaj Tak comes first while star news is the second most viewed news

channel across Hindi speaking masses, but here we can observe a sudden spike in star

news viewership at around two thirty in the afternoon while other channels show

normal ratings. The spreadsheet of the viewership of all Hindi news channels

throughout the day is attached in the annexure. If we take a look at the schedule of

programs, this sudden increase can be associated with the program saas bahu aur

saazis. This program deals with the news of popular serials across channels and the

television world. This unique show gives a recap of the popular serials and predicts the

likely turn of events in the following episodes. It also delves deep into the lives of

television celebrities. Therefore it is very clear that the show is aimed towards

0

50

100

150

200

250

300

5:00 6:30 8:00 9:30 11:00 12:30 14:00 15:30 17:00 18:30 20:00 21:30 23:00 24:30:0

Star News Aaj Tak NDTV India Zee News India TV IBN 7

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housewives also it is timed in the afternoon so that the target audience is free to

watch television.

Now if we see the advertising slots bought in this program, we can clearly identify that

the products are either fmcg or good appealing to housewives. This is done because

effectiveness of the advertisements increase manifold at this hour since the

advertisers are being able to communicate directly with target market and also

since majority of the target market is hooked to this particular show so there are no

worries of channel switching.

This proves how content can drive brand communication with the help of immense

reach of the television.

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CHAPTER 4

RECOMMENDATIONS & SUGGESTIONS

Television has always been a very powerful medium of communication and it stands till

today in spite of challenges from the internet. But because of the multi-utility of the

internet people are spending more and more time on the internet and moving away from

the television. Therefore according to me the faster IPtv technology is made

available in large scale the better it is for survival of television advertising .

As we deduced in the way of analysis new innovative content that gives the audience a

feeling of involvement would definitely help increase trps and along with it the

advertisement effectiveness like we saw in case of the program "saas bahu ki saazis" on

star news. Integration of cellular service with television programming would help to

maintain touch with audience and help in personalised brand communication. E.g.:

sending reminders of programs via sms. Use of long tail theory of advertising by

targeting more than just one market segment can be done. This can be done by differently

positioned advertisements of same product according to genre of program being

advertised in. The number of ad repeats must be cut down to channel that saved money

into the extra variety of commercials being made.

Great care should be taken to make sure that the in-content advertising stays withinun-irritable limits. Some channels have started overdoing the "L-bands" so much so that

the broadcasted content gets hidden sometimes. This would turn away audiences.

According to me there is tremendous scope of having a news website of star news. The

content of the webpage would already be there with star news it only needs to be

converted into html for the internet. So no additional spend required for the web page.

Secondly if it can follow Googles model of sponsored links then that would open a

completely new avenue for advertising revenue to flow in. Very topical and related ads

can be provided with the news search that one does on the page. This would help the

advertiser address his target market directly without having to mass-broadcast his

advertisement. The advertisers might even be ready to pay premium rates for such

precise advertising. For example: if someone searches for the news of petrol price hike

then the sponsored links could be advertisements of CNG kit suppliers.

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BIBLIOGRAPHY

exchange4media.com

tamindia.com

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