advertisers effectiveness @ vijay karnataka mba project report
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Advertisers effectiveness @ vijay karnataka mba project reportTRANSCRIPT
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
CONTENTS
Part – A
Executive summary
Introduction of Vijay karnataka
Organization profile
Organization structure
Part – B
Research methodology
Topic of the study
Objectives
Purpose of the study
Scope of the study
Limitations
Data collection method
Part – C
Data analysis & interpretation
Findings
Suggestions
Conclusion
Part – D
Annexure
Questionnaire
Bibliography
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
EXECUTIVE SUMMARY
Today’s dynamic & competitive marketing world marketer trying to fulfill
the needs & wants of customer in an effective ways better than the competitors.
Promotional activities including advertising are powerful tools through which a
company reaches its target audience, and conveys the benefits, features, price, and
availability of the product, service, or idea in the offering. Advertising is persuasive,
informative, and is designed to influence the purchasing behavior of the prospective
customer.
The study attempts to analyze and determine “A study on advertiser’s
preferences towards Vijay Karnataka as an effective advertising media” and also find
out the satisfaction level towards quality, service, and Price of the V.K. The research
was purely based on the survey conducted in Bagalkot. The sampling technique used
was simple random sampling of advertisers. The data was collected through personal
interview and structured questionnaire. The research instrument used was a
questionnaire which helped in knowing the pulse of the advertisers. The sample size
taken was 50 advertisers. The questionnaire was then analyzed with help of graphs and
charts.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
INTRODUCTION:
Press is called the fourth estate the three other being the legislative and the judiciary.
The press is supposed to play the crucial role of a watchdog to see that the foreside
institutions functions fairly within the constitutional framework and serve the People
for those welfare they created. The moment press ceases to perform this function, it
looses its credibility.
India land of kings and emperors was then ruled even though in absence widespread
education means of communication and transport. In somewhat the message of the
rulers had to reach every corner of the territory. There was no press or newspaper .
Ashoka the great Indian emperor had devised his only means of communication. He
used to publish the imperial edicts on rocks and stone pillars. The news of the day was
published in small pictures drawn on the walls of temples in ink or co lour, which
could be removed easily. Even the moral code was proclaimed through the art of the
monarch to his loving people.
The establishment of the moghul empire in India ushered in a new area in the field of
journalism. The moghul rule organized communication written newspaper of a kind,
were in circulation. Aurangzeb one of the last and great Moghul emperors had to rule
and administer vast territory. The Moghul emperor had an efficient system of
information officers. They had maintained a bureau of intelligence
In every provincial capital. News writers were appointed there.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
INDUSTRY OVERVIEW:
HISTORY OF NEWSPAPERS:
The newspaper can initially be defined as a written means of conveying current
information. In this sense the first organized attempt to provide such a service occurred
in ancient Rome, where new letters conveyed what was going on in the capital to the
farther reach of the Roman Empire. During Julius Caesar’s reign their was also the
“Actadiurna”daily announcements of the Government and other activities that were
posted in the capitals public place
The earliest printed news bulletins appeared in china, with a court gazette issued
during the T’sang dynasty (618-906BC)and read primarily by government officials,
although scholars were later added to its readership. A later significant development
after cited by historians was the issuing of news letter by the
Fugger family of Germany, a powerful clan of merchants of bankers in the 15 th and
16th centuries. there agents operated in nearly every part of the known world and sent
in reports of business of other affairs from their posts . The reports were combined and
circulated by means of the news letters to all the units in fogger an organization.”
Newspaper history in India is inextricably tangled with political history," wrote A. E.
Charlton (Wolseley 3). James Augustus Hicky was the founder of India's first
newspaper, the Calcutta General Advertiser also known as Hicky's Bengal Gazette, in
1780. Soon other newspapers came into existence in Calcutta and Madras: the Calcutta
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Gazette, the Bengal Journal, the Oriental Magazine, the Madras Courier and the
Indian Gazette. While the India Gazette enjoyed governmental patronage including
free postal circulation and advertisements, Hicky's Bengal Gazette earned the rulers'
wrath due to its criticism of the government. In November 1780 its circulation was
halted by government decree. Hicky protested against this arbitrary harassment
without avail, and was imprisoned. The Bengal Gazette and the India Gazette were
followed by the Calcutta Gazette which subsequently became the government's
"medium for making its general orders" (Sankhdher 24-32). The Bombay Herald , The
Statesmen in Calcutta and the Madras Mail and The Hindu, along with many other
rivals in Madras represented the metropolitan voice of India and its people. While
Statesman voiced the English rulers' voice, The Hindu became the beacon of
patriotism in the South. The Hindu was founded in Madras as a counter to the Madras
Mail. Patriotic movements grew in proportion with the colonial ruthlessness, and a
vehicle of information dissemination became a tool for freedom struggle. In the
struggle for freedom, journalists in the twentieth century performed a dual role as
professionals and nationalists.
Indeed many national leaders, from Gandhi to Vajpayee, were journalists as well.
Calcutta, Madras, Bombay and Delhi were four main centers of urban renaissance
which nourished news in India. It was only during and after the seventies, especially
after Indira Gandhi's defeat in 1977, that regional language newspapers became
prevalent. There were nationalistic echoes from the linguistic regional provinces.
Bengal, Gujarat, Tamil, Karalla, Punjab and Uttar Pradesh produced dailies in regional
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languages. Hindi and Urdu were largely instrumental in voicing the viewpoints and
aspirations of both Hindus and Muslims of the Northern provinces.
As communalism and religious intolerance increased before and after partition, Urdu
remained primarily the language of Muslims, as Pakistan chose this language as its
lingua franca. After partition, the cause of Urdu and its newspapers, suffered a setback
as Hindu reactionaries began to recognize the association of Urdu with Islam and
Pakistan
VIJAYANAND PRINTERS LIMITED BAGALKOT
VIJAYANAD PRINTERS LIMITED
S.P.L.9, KSSIDC INDUSTRIAL ESTATE
BAGALKOT -547101
08354-234106
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ORGANISATION PROFILE :
Vijay Karnataka is one of the most known and fast moving newspapers in Kannada.
The effective management made this organization into a big and successful
organization. The audit bureau of circulation (ABC) has given the number one
circulation of India for Vijay Karnataka It was the dream of north Karnataka to have a
Kannada daily newspaper taking care of events of the state in general and north
Karnataka in particular. The dream became when Vijayanand printers and publishers
was established to bring out the most wanted Kannada Daily newspaper “Vijay
Karnataka” an enterprise and a venture by the renowned Vijayanand road lines limited.
Vijay Karnataka is perhaps the first newspaper in the country and in the newspaper
Industry to call itself a multi edition with 10 editions newspaper in a short span of less
than 5 years. The editions are present region wise by almost combining 2 to 5 districts
of Karnataka state.
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OBJECTIVES OF THE ORGANIZATION:
To expand their market into other states.
To modernize the organization by using the hi-tech machines in the production
process
To increase the productivity
To produce newspaper into different languages.
To know the customer attitude towards print advertisement.
To know the services the customers expect from the Vijay Karnataka news
paper.
To know the factors in guiding selection of newspapers for release of ad’s.
The 10 Vijay Karnataka publishing centers are
Bangalore
Gulbarga
Mangalore
Gangavati
Mysore
Hassan
Chitradurga
Hubli-Dharwad
Shimoga
Bagalkot
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
DETAILS OF THE COMPANY:
Name of the company :Vijayanand printers Ltd Bagalkot
Address of company :Vijayanand printers and publishers
No SPL 9 KSSIDC industrial
Estate Bagalkot -587101
Phone-234107,2 43105 Fax: 243106
Year of establishment at Bagalkot : 27 November 2001
Type of unit : Proprietorship
Main raw material : Paper
Printing capacity of machine : 20000/hour
Number of circulations : 30000-vijay Karnataka
Chief Editor :Vishweshwar Bhat
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VIJAYANAND PRINTERS AND PUBLISHERS
The VRL group has diversified into the newspaper industry during october1999 Under
the banner of Vijayanand printers and publishers.
OBJECTIVES:
To serve Kannadigas and Karnataka in particular and the country in
general
To provide unbiased news well in time.
To provide sumptuous reading material for the readers to update their
knowledge and entertain them.
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CORE VALUES:
They strive for excellence in everything they think, say and do. The values that guide
their thought and action are:
Innovation and Continuous learning: They provide an environment of
innovation and learning that fosters, in each one of them, a desire to
excel and willingness to experiment.
Truth and integrity: Their business practices are guided by highest
ethical standards of truth, integrity and transparency.
Respect for the individuals: They bring out the best in individuals by
nurturing team spirit, individual development and self esteem spirit.
Quality services: To provide quality service and product to the public.
COMPANY’S VISION AND MISSION
VISION:
To be the leading newspaper admired globally for its innovation and quality.
MISSION:
To be always the no.1 newspaper that it is present and serve the Public.
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ORGANISATION CHART:
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Vijayanand Printers Ltd
President
Resident Editor/Associate Editor
Response Manager
Response Promoters
Deputy News Editor
12
Vice President Directors
Chief Editor
Assistant Editor (2)
New Editor
R M D Manager
R M D Promoters
Chief Reporter District Correspondent
Principle Correspondent side spl correspondent
Chief Copy Editor (2)(Gen Desk)
Chief Copy Editor(Mofful Desk)
Chief Copy Editor Sports
Photographer
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
BUREAU CHIEF
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BUREAU CHIEF
Edition ChiefR M D department
Account section
Response section
Production department
Copy Editor Accounts Response in- Charge
R M D department
Production Manager
StaffResponse ExecutiveReportersCopy editor
Printers Computor operator Pre-press Electrician
Helpers
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
OVERVIEW OF THE DIFFERENT DEPARTMENTS OF VPL
BAGALKOT:
There are four departments of Vijay Karnataka in Bagalkot, they are;
1. Editorial department.
2. RMD department.
3. Production department.
4. Response[Advertisement] department.
EDITORIAL DEPARTMENT :
The news comes to editing department through various sources. Vijay Karnataka has
Appointed stringers for each Taluka and has appointed the agent at the village level.
These agents and stringers send the news through:
1. Courier
2. Modem or internet.
3. Fax.
The news is also received through reporters.
Sometimes news is also collected through direct customer. After this the above
collected rough information is edited and converted in the precise attractive manner to
the readers. The information is then typed and the paginators prepare the pages using
DTP technology and send these pages to production department. The front page, last
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page (sports page), editorial page and special pages are received through e-mail from
the Bangalore editorial department. The resident editor gives final approval to print.
R M D DEPARTMENT
It is the most important department, which takes care of all the activities of circulation.
There are 4 members in the circulation department, out of them 2 members maintains
all the accounts of each and every agent. The other 2 members controls the circulation
work
The total number of agents is 280. This number is increasing very rapidly. At the time
of appointing the agent deposit of Rs.100/-is taken/copy. If any of the agent does not
follow the terms and condition those agents will be rejected. If any agent wants to
increase or decrease their number of copies, the agent should inform in the written
form only.
FUNCTIONS:
1. Receiving the printed papers from the production department.
2. Packing and refilling the order.
3. Dispatching as per requirements.
4. Suggestions from agents in distribution channel.
5. Appointing new agents
6. Receiving bills from the agents monthly through DD/Cash
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
RESPONSIBILITIES:
Increase sales volume of paper
Generates security deposits
Designing the routes
Maintenance of records relating to circulation.
Within just 120 days of its launching “Vijay Karnataka” has been able to achieve
tremendous growth in terms of circulation. The present edition wise number of edition
wise number of circulation is –
Total number of circulations of leading papers in Bagalkot district:
Vijay Karnataka Samyukta Karnataka Prajavani
30,000 20,000 22,000
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PRODUCTION DEPARTMENT
Production department is one where the actual printing takes place. The raw materials
used in production department are –
Paper
Ink
Plates
Papers: The raw paper for the production of the news papers are purchased from
“Mysore paper mills Bhadravati” two sizes of papers are purchased.
1.70cm paper
2.35cm paper
The 70cms papers are used for all the pages except central single page.
The 35cms paper is used for central single page.
There are two qualities of paper in 70 cms:
49 GSM –The paper is of top quality, this paper is used for first & last pages
only.
45 GSM –This paper is of lesser quality. This is used for all the pages, except
first and last page.
INK:
To print on the paper ink is transported from Hubli press, which is purchase from
“Hindustan Inks”Kolhapur.
There are four types of inks used in printing they are-
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Cyan
Vallenta
Yellow
Black
The news items are rearranged by the paste up artists as per guidance of the editor,
editor rearranges the news items. The plate makers make the final plates for printing
by using advanced technology machines and these are sent to printing. The news on
the plates are printed on the blankets which are inside the machine. Lastly the news on
blankets are printed on the paper. The plates are purchased from “Technology.
Company” Madras These are 25-35 plates are required /day.
MANPOWER:
The man power of the production department is 34out of 34 members 18 are
concerned for the printing department and remaining 16 members are for packing.
Production incharge - 1
Printers - 2
Assistant printer - 1
Paste up Department - 4
Electrician - 1
Helpers - 9
Packing - 16
Total - 34
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The persons in the printing department are almost all skilled persons except few
helpers. These persons are at least ITI graduates and are having experience. The
packing persons are inexperienced or unskilled persons. The capacity of the machine is
20000 copies/hour and the machines are purchased from Kolhapur. The actual printing
starts at 11PM and completes at 2AM. But the supplements like Cini Vijaya and
Saptahika Vijaya area printed at 6PM
4. RESPONSE [ADVERTISING] DEPARTMENT:
Advertisement Department Chart
Advertisement Manager
Scheduling Clerk Ad. Executives Billing Clerk
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
FUNCTIONS:
1. Sell the space of the newspaper to advertisers and advertising agencies.
2. Inform the editions about space needed for the advertise.
3. Collection of the payment from the advertisers and concerned parties.
4. Sending bill to concerned parties.
TYPES OF ADVERTISEMENT:
1. Classed advertisements
2. Commercial advertisements
3. Corporate advertisements
4. Display advertisement
5. Family advertisement
6. Financial advertisement
7. Local advertisement
8. Penal advertisement
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
ACHIEVEMENT
Vijay Karnataka HAS TOTAL READERSHIP OF 78, 12,000.
Vijay Karnataka is the only Kannada daily to have witnessed a Growth over last
IRS (2004, IR).
In Karnataka, three out of five Kannada Newspaper readers reads VIJAY
KARNATAKA.
54.37% of Kannada Daily readers having MHI of above RS 10,000/- read VIJAY
KARNATAKA.
VIJAY KARNATAKA has 48% more readers than the no 2 Kannada Daily
segment SEC AB.
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MAXIMUM READERSHIP
MAXIMUM ADVANTAGE YOUR BRAND
VIJAY KARNATAKA 78,12,000
PRAJAVANI 33,76,000
SAMYUKTA KARNATAKA 25,00,000
UDAYAVANI 18,00,000
PREVIOUS READERSHIP
VIJAY KARNATAKA 70,12,000
PRAJAVANI 33,99,000
SAMYUKTA KARNATAKA 25 ,32,000
UDAYAVANI 15,00,00
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Vijay Karnataka is the largest people read Kannada daily amongst:
Male readers with a readership of 44,20,000 (covering 73% males reading any
Kannada daily).
Female readers with a readership of 14,29,000(covering 55% females reading
any Kannada Daily).
Graduates / post graduates and above segment with a readership of 7,15,000
and SCC but not graduate with a readership of 32,02,000.
Rural masses with a readership of 32,24,000.
Urban masses with a readership of 27,12,000.
Towns with population greater than 15 lakhs with a readership of 4,15,000.
The age group of 12-19 years with a readership of 15,15,000.
The age group of 20-44 years with a readership of 27,45,000.
The age group of 45 and above with a readership of 9,02,000.
People with MHI greater than RS.5000/-with a readership of 9,03,000.
People with MHI lesser than RS.5000/- with a readership of 51,50,000.
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INDIA: Times of India Group acquires Vijayanand PrintersVijayanand Printers publishes two Kannada newspapers and an English daily
Times of IndiaThursday, June 15, 2006
New Delhi --- The Times of India Group and the promoters of the Bangalore-based Vijayanand Printers Limited have signed an agreement in New Delhi on Thursday for the 100 per cent acquisition of Vijayanand Printers Ltd (VPL).
VPL publishes Kannada newspapers Vijay Karnataka which have ten editions. Vijay Karnataka is the leader in the Kannada newspaper segment with circulation in excess of 5.5 lakh (July-Dec 2005) as per ABC report.
Vineet Jain, Managing Director, Bennett, Coleman & Co Ltd (The Times of India Group's parent company), said: "This agreement highlights our strong emphasis on the fast-growing regional media markets in India where readers have new aspirations and mindsets. We are thus committed to "going local" and further developing strong regional identities so as to provide the best possible value to our new readership and advertiser base."
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Objectives
1] To understand advertisers perception towards Vijay Karnataka
2] To determine the factors influencing advertisers for advertisement’s in Vijay Karnataka as an effective media
3] To measure the satisfaction level of advertisers towards Vijay Karnataka
4] To know the advantages of V.K with compare to competitors.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Research Methodology:
Research : Descriptive researchData sources : 1. Secondary data 2. Primary data
Research Approach : Survey methodResearch Instrument : QuestionnaireType of Questionnaire : Structured non-disguisedType of Questions : Close-ended questionsSampling Plan :
1. Sampling Unit : advertisers who prefers VK in Bagalkot city2. Sample Size : 50 respondents3. Sampling procedure : Simple random sampling
Contact Method : PersonalMode of collecting data: The respondents will be chosen randomly & requested to grant
Interviews. The questions will then be asked in a predeterminedSequence. The secondary data will be collected from various books,
Journals, reports, company’s data base, internet etc.
Data Processing : 1. A number of tables to be prepared to bring out the main Characteristics of the collected data.
2. Inferences to be drawn from the data collected.
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BENEFITS FOR PERSONAL GROWTH
1 The study will enhance my knowledge about service sector business.2 The study will give knowledge about how the coordination & co-operation will
take place in an origination.3 It will give the knowledge about how the money & material transaction will
take place between manufacture & customer.
BENEFITS FOR ORGANITION
1 The study will help the origination to know the advertiser’s preferences towards VK.
2 To know the present level of advantages of VK with competitors. 3 To understand the perception of advertisers towards V.K & the factors which
are influencing them to prefer VK for their advertisement. 4 To understand the advertisers satisfaction level towards news coverage level &
circulation of VK.
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RESULT & DISCUSSION WITH CHARTS & GRAPHS
1) Which news paper do you use regularly for your advertisement?
Analysis; From the above graph out of 50 respondents 86% of responds are using Kannada news paper & 8% are using English news paper & 6% are using Both kannada & English news papers for their advertisement.
Interpretation; from the above information we can say that majority of the respondents using Kannada news paper for their advertisements because kannada news paper circulation is more in Bagalkot city & Kannada is the regional language in Bagalkot city .
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43 86.0 86.0 86.0
4 8.0 8.0 94.0
3 6.0 6.0 100.0
50 100.0 100.0
Kannada
English
Both
Total
ValidFrequency Percent Valid Percent Percent
6.0%
8.0%
86.0%
Both
English
Kannada
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
2) Do you use V.K news paper for your advertisement.
Analysis; 100% of respondents are using V.K for their advertisements.
Interpretation; all respondents are using V.K for their advertisement because V.K news paper Brand image is good and it is having good circulation.
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50 100.0 100.0 100.0yesValidFrequency Percent Valid Percent
CumulativePercent
100.0%
yes
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
3) What do you think about V.K news paper?
Analysis; from the above graph 28% of the respondents are said that V.K news paper is very good & 56% of the respondents are said that V.K is good & 10% of respondents are said that V.K is average & 4% are said that V.K is not good & 2% are said that V.K is very bad .
Interpretation; From the above information most of the respondents are said that V.K news paper is the Good news paper because it is having good brand image and it is having more circulation.
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14 28.0 28.0 28.0
28 56.0 56.0 84.0
5 10.0 10.0 94.0
2 4.0 4.0 98.0
1 2.0 2.0 100.0
50 100.0 100.0
Very good
Good
Average
Not good
Very bad
Total
ValidFrequency Percent Valid Percent
CumulativePercent
2.0%
4.0%
10.0%
56.0%
28.0%
Very bad
Not good
Average
Good
Very good
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
4) In future will you use or suggest others to use V.K for their advertisement
Analysis; From the above graph 90% f the respondents told that in future they will suggest others to use V.K for their advertisement. & 10% are said that they are not telling to any advertisers to prefer V.K for their advertisement.Interpretation; from the above information most of the respondents are told that in future they will suggest others to use V.K for their advertisements because it is having best writing style and colorfully print & V.K is the good advertising media.
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45 90.0 90.0 90.0
5 10.0 10.0 100.0
50 100.0 100.0
Yes
No
Total
ValidFrequency Percent Valid Percent
CumulativePercent
10.0%
90.0%
No
Yes
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
5) Which factors make you to choose V.K as a media for your advertisement
Analysis; from the above graph 56% of the respondents choose V.K because of the factor Excepted prize at region able price, & 30% of the respondents choose V.K because of the factor More circulation, & 10% of the respondents choose V.K because of the factor Page quality & 4% the respondents choose V.K because of the factor offers provided by V.K.Interpretation; from the above information most of the respondents are said that they choose V.K because of the factor Expected space at reasonable prices if the advertisement is in expected space then its effectiveness will increases.
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28 56.0 56.0 56.0
15 30.0 30.0 86.0
5 10.0 10.0 96.0
2 4.0 4.0 100.0
50 100.0 100.0
Excepted prize atRegion able price
More circulation
Page quality
Offers
Total
ValidFrequency Percent Valid Percent
CumulativePercent
4.0%
10.0%
30.0%56.0%
offers
page quality
More circulationExcepted prise at re
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
6) You prefer V.K for your advertisement because of following region.
Analysis; from the above graph 16% of the respondents prepare V.K because of the region color full print of V.K.& 12% of the respondents prepare V.K because of the region photography of V.K & 14% of the respondents prepare V.K because of the region Animation of the V.K & 58% of the respondents prepare V.K because of the region Writing style of the V.K.Interpretation; from the above information most of the respondents prepare V.K because of the region Writing style of the V.K. if writing style is good then it will attracts the customer towards ours[advertisers]products.
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8 16.0 16.0 16.0
6 12.0 12.0 28.0
7 14.0 14.0 42.0
29 58.0 58.0 100.0
50 100.0 100.0
Colour full print
Photography
Animation
Style of writing
Total
ValidFrequency Percent Valid Percent
CumulativePercent
58.0%
14.0%
12.0%
16.0%
Style of writing
Animation
Photography
Color full print
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
7) What do you think about the advertisement price of V.K.?
Analysis; from the above graph 6% of the respondents are said that the advertisement prize of the V.K is costly & 16% of the respondents are said that it is average & 78% are said that it is affordable.
Interpretation; from the above information Most of the respondents are said that the advertisement prize of V.K is Affordable.
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3 6.0 6.0 6.0
8 16.0 16.0 22.0
39 78.0 78.0 100.0
50 100.0 100.0
Costly
Average
Affordable
Total
ValidFrequency Percent Valid Percent
CumulativePercent
78.0%
16.0%
6.0%
Affordable
Average
Costly
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
8) Are you satisfied with V.K as an effective advertising media?
Analysis; from the above graph 88% of the respondents are satisfied with V.K as an effective advertising media & 12% of the respondents are not satisfied with V.K an effective advertising media
Interpretation; from the above information most of the respondents are satisfied with the V.K as an effective advertising media because it is having more circulation & V.K will gives expected space at region able price & it is having good Brand image in the market.
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44 88.0 88.0 88.0
6 12.0 12.0 100.0
50 100.0 100.0
Yes
No
Total
ValidFrequency Percent Valid Percent
CumulativePercent
12.0%
88.0%
No
Yes
35
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
9) How much you satisfied with V.K.
Analysis; from the above graph 12% of the respondents are Highly satisfied & 66% of the respondents are satisfied & 16% of the respondents are Moderate & 6% of the respondents are Dissatisfied towards V.K.
Interpretation; from the above information most of the respondents are satisfied with V.K because it is having more Brand image in the market & it’s service is good & it’s circulation is more.
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6 12.0 12.0 12.0
33 66.0 66.0 78.0
8 16.0 16.0 94.0
3 6.0 6.0 100.0
50 100.0 100.0
Highly satisfied
Satisfied
Moderate
Dissatisfied
Total
ValidFrequency Percent Valid Percent
CumulativePercent
6.0%
16.0%
66.0%
12.0%
Dissatisfied
Moderate
Satisfied
Highly satisfied
36
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
10) Are you satisfied with distribution of V.K news paper to customer.
Analysis; From the above graph out of 50 respondents 86% of the respondents are satisfied with Distribution of the V.K to customer & 14% of the respondents are not satisfied with Distribution of V.K to customer.Interpretation; From the above information most of the respondents are satisfied with the Distribution of V.K to customers Because the effectiveness of the advertisement is more when they will provided their advertisement in V.K.
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43 86.0 86.0 86.0
7 14.0 14.0 100.0
50 100.0 100.0
Yes
No
Total
ValidFrequency Percent Valid Percent
CumulativePercent
14.0%
86.0%
No
Yes
37
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
11) Which part of news prefer you prefer most.
Analysis; From the above graph out of 50 respondents 26% of the respondents are prepare political news & 14% respondents prefer sports news & 36% of the respondents prefer local news & 24% of the respondents prefer advertisement of the V.K news paper.Interpretation; From the above information most of the respondents are prefer Local news of the V.K because they are interested in local news and they do their business activities in the local area.
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13 26.0 26.0 26.0
7 14.0 14.0 40.0
18 36.0 36.0 76.0
12 24.0 24.0 100.0
50 100.0 100.0
Political news
Sports news
Local news
Advertisement
Total
ValidFrequency Percent Valid Percent
CumulativePercent
24.0%
36.0%
14.0%
26.0%
Advertisment
Local news
Sports news
Political news
38
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
12) How do you rate the following news papers as an effective media of advertisement.
Price for your advertisement
Very good Good Average BadVery bad
Vijay Karnataka 22 13 3 2 1Prajavani 10 13 23 2 2soymktha Karnataka 12 10 22 4 2Kannada Praba 6 10 29 4 1
Analysis; from the above information most of the respondents are told that V.K’s price for their advertisement is very good compare to others Brand’s like Prajavani, Samyuktha Karnataka, Kannada praba.
Interpretation; from the above information most of the respondents are told that V.K’s advertisement price is very good because it is having good circulation & good brand image, In this time also they will take region able pries for advertisement.
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price of your advertisement
0
5
10
15
20
25
30
35
Very good Good Average Bad Very bad
Ratings
Fre
qu
ency
Vijay Karnataka Prajavani soymktha Karnataka Kannada Praba Kannada Praba
39
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Very good Good Average BadVery bad
Vijay Karnataka 23 11 4 3 0Prajavani 13 20 15 2 0soymktha Karnataka 11 21 15 3 0Kannada Praba 10 13 19 5 3
Excepted space
0
5
10
15
20
25
Very good Good Average Bad Verybad
Rating
Fre
qu
ency
Vijay Karnatak Prajavani soymktha Karnataka Kannada Praba
Analysis; from the above information most of the respondents are told that V.K’s Excepted space for their advertisement is very good compare to others Brand’s like Prajavani, Soymktha Karnataka, Kannada praba.
Interpretation; from the above information most of the respondents are told that V.K’s Excepted space for advertisement is very good they will provide excepted space at region able pries because of this advertisement effectiveness will increases & advertisers will satisfied.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Very good Good Average BadVery bad
Vijay Karnataka 28 13 5 4 0Prajavani 12 25 12 1 0soymktha Karnataka 10 21 18 1 0Kannada Praba 8 10 20 9 3
circulation of papers
0
5
10
15
20
25
30
Very good Good Average Bad Verybad
Rating
Fre
qu
ency
Vijay Karnatak Prajavani soymktha Karnataka Kannada Praba Kannada Praba
Analysis; from the above information most of the respondents are told that V.K’s Circulation is very good compare to others Brand’s like Prajavani, Soymktha Karnataka, Kannada praba.
Interpretation; from the above information most of the respondents are told that V.K’s Circulation is very good & it will riches huge number of customer & it will helps to increase the advertisement effectiveness.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Very good Good Average BadVery bad
Vijay Karnataka 10 23 7 4 0Prajavani 8 20 19 2 1soymktha Karnataka 10 17 20 3 0Kannada Praba 7 15 19 8 1
Service
0
5
10
15
20
25
Very good Good Average Bad Verybad
Rating
Fre
qu
ency
Vijay Karnatak Prajavani soymktha Karnataka Kannada Praba
Analysis; from the above information most of the respondents are told that V.K’s service is good compare to others Brand’s like Prajavani, Soymktha Karnataka, Kannada praba.
Interpretation; from the above information most of the respondents are told that V.K’s service is good. In every moment of business they will treat us in a good manner & their overall service is good.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
13) Overall how do you feel about V.K service.
Analysis; From the above graph out of 50 respondents 6% are told that V.K service is
extremely good & 84% are told that it’s service is extremely good & 8% are told that
it’s service is neither good nor bad & 2% are told that it’s service is bad.
Interpretation; from the above information most of the respondents are feel that V.K
service is Very good it is using good quality paper& writing style is good and it’s
Distribution is good hence advertisers feel V.K service is very good.
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3 6.0 6.0 6.0
42 84.0 84.0 90.0
4 8.0 8.0 98.0
1 2.0 2.0 100.0
50 100.0 100.0
Extremely good
Very good
Neither good nor bad
Bad
Total
ValidFrequency Percent Valid Percent
CumulativePercent
2.0%
8.0%
84.0%
6.0%
Bad
Nither good nor bad
Very good
Extremely good
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
HYPOTHESIS TEST
In feature will you use or suggest others to use V.K for their advertisement.
Total number of satisfied responds=90%
H0≥82% will say they use or suggest others to use V.K for their advertisement in
future.
H1<82% will say they not use or suggest others to use V.K for their advertisement in
future.
P=.82
P0=.90
Standard error= p(1-p)
n-1
.82(1-.82)
49
= .0548835
Zcal= P0-P
S.E
= .90-.82
.0548835
=1.4576
Ztab=1.64
Zcal<Ztab, accept null hypothesis.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
ANALYSIS: as the calculated value is less than table value, we accept the null
hypothesis therefore H0 is accepted, H1 is rejected so that more than 82% of
respondents will use or suggest others to use V.K for their advertisement in future.
Are you satisfied with V.K as an effective advertising media.
Total number of satisfied responds=88%
H0≥80% will say satisfied with V.K as an effective advertising media.
H1<80% will say not satisfied with V.K as an effective advertising media.
P=.80
P0=.88
At 5% level of significance , Z tab= 1.64
Standard error= P (1-P) n-1
.80(1-.80)
49
= .05714 Zcal = P0-P Std Error = .88-80 .05714
= 1.40
Ztal=1.64
Zcal <Ztal Null hypothesis is accepted.
Conclusion: As the Zcal value is less than table value we accept the null hypothesis
therefore H0 is accepted, H1 is rejected so that more than 80% of respondents will
satisfied with V.K as an effective advertising media.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Are you satisfied with distribution of V.K news paper to customer.
Total number of satisfied responds=86%
H0≥80% will say satisfied
H1<80% will say not satisfied
At 5% level of significances.
P=.80
P0=88
Standard error= P(1-P)
n-1
= 80(1-.80)
49
= .05714
Zcal=P0-P
S.E
=.88-.80
.05714
= 1.4000
Zcal< Ztab null hypothesis is accepted
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
ANALYSIS: as the calculated value is less than table value we accept the null
hypothesis therefore H0 is accepted, H1 is rejected so that more than 86% of
respondents will satisfied with distribution of V.K news paper to customer.
CROSS TABULATION
Are you satisfied with V.K as an effective advertising media.
Are you satisfied with distribution of V.K news paper to customer.
Analysis; from the above information 44 respondents satisfied with V.K as an effective
advertising media in that 43 respondents satisfied with distribution of V.K news paper
to customer.
Do you use V.K news paper for your advertisement.
In future will you use or suggest others to use V.K for their advertisement
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43 1 44
6 6
43 7 50
Yes
No
Are you satisfied withV.K as an effectiveadvertising media
Total
Yes No
Are you satisfied withDistribution of V.K
news paper tocustomer
Total
47
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Analysis; from the above information 50 respondents said that they use V.K news
paper for their advertisement & in that 45 respondents said that In future they will you
use or suggest others to use V.K for their advertisement.
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45 5 50
45 5 50
YesDo you use V.Knews paper foryour advertisment
Total
Yes No
In futere will use orsuggest others to use
V.K for theiradvertisment
Total
48
Advertisers preferences towards Vijay Karnataka as an effective advertising media.
FINDINGS
1) Majority of the respondents are using Kannada news paper for their
advertisement.
2) Most of the respondents are using V.K for their advertisement.
3) 56% of the respondents think that V.K news paper is good & only 2%
respondents think it is very bad.
4) 90% of the respondents are told that in future they will use or suggest
others to use V.K for their advertisement & only 10% of respondents
are not use or suggest others to use V.K.
5) 56% of respondents said that excepted space at region able price is
factor which helps them to choose V.K for their advertisement & only
4% respondents are choose V.K because of offers.
6) 58% of the respondents are said that they prefer V.K for their
advertisement because of the region style of writing.
7) 78% of the respondents are said that advertisement price of V.K is
affordable & only 6% of respondents said that it is costly.
8) 88% of respondents told that they are satisfied with V.K as an effective
advertising media & only 12% are said that it is not an effective
advertising media.
9) 66% of respondents are satisfied with V.K & only 6% of them are
dissatisfied.
10) 86% of the respondents are satisfied with Distribution of V.K to
customers & remaining are not satisfied.
11) 36% of the respondents prefer local news & only 14% of respondents
prefer sports news.
12) V.K news paper has providing good customized service compare to its
compotator & it is having competitive advantage of good circulation of
papers.
13) 84% of respondents are feel about V.K service is very good & only 2%
of respondents feel its service is bad.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
SUGGESTIONS
1) V.K news papers has to maintain good relationship with existing customers.
2) V.K has to convert 10% advertisers who will not use or suggest others to use V.K
for their advertisement in future by catering their needs.
3) V.K news paper should extend their offers like festival offer to its advertisers to
choose V.K as media for their advertisement & helps to attract more advertisers
towards them.
4) V.K news paper should further try to provide reasonable & competitive pries for
advertisement so it helps to attract remaining 6% advertisers who are said that its price
is costly.
5) V.K news paper has to bring few more innovative strategies to become an effective
advertising media & attract remaining 12% of advertisers who are dissatisfied.
6) V.K news paper has to improve its distribution of papers to customers so that it will
help to increases the advertisement effectiveness of the advertisers & helps to catch
remaining 14% of respondents.
7) V.K news paper has to take few steps towards improvements of its circulation of
papers.
8) V.K should improve its service, which is considered as one of the key factor for
success.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
CONCLUSIONS:
In today’s competitive business Environment Company will maintain and attain the
changing needs and wants of advertisers, they can differentiate a Company’s products
& service and develop customer loyalty, helping to sustain profitability in coming
days.
As I completed my Major Concurrent Project in Vijay Karnataka Bagalkot on topic
“Advertisers preference towards V.K as an effective advertising media” has given a
practical picture of overall function of the unit.
This project study has given a closer view which couldn’t be achieved by theoretical
study regarding Vijay Karnataka and its methods in creating product & Service loyalty
towards advertisers & its effective functioning.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
LIMITATIONS
1] The research was conducted only for Bagalkot addition so the conclusion made is
applicable to only Bagalkot addition.
2] The sample size was restricted to only advertisers who prefer V.K for their
advertisement.
3] The information contained in the report may slightly vary with the actual, since
the data and information is provided approximate and may lack accuracy, so it
should be verified before implementation.
4] The duration of the study was restrained and was under given condition.
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Questionnaire
Dear sir/ madam
form.
Name =
Age =
Gender =
Place =
[VK =Vijay Karnataka]
1) Which news paper do you use regularly for your advertisement?
Kannada ( ) English ( ) Both ( ) Others ( )
2) Do you use V.K news paper for your advertisement?
Yes ( ) No ( )
If no quit the interview
3) What do you think about V.K news paper?
Very good ( ) Good ( ) Average ( ) Not good ( ) Very bad ( )
4). In future will you use or suggest others to use V.K for their advertisement?
Yes □ No □
If no why,
__________________________________________________________________
5) Which factors make you to choose V.K as a media for your advertisement?
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Expected space at region able price ( )
More circulation ( )
Page quality ( )
Offers ( )
6) You prepare V.K for your advertisement because of following region
Colorful print ( ) Photography ( )
Animation ( ) Style of writing ( )
7). what do you think about the advertisement price of V.K?
Costly □ average □
Affordable □ low □
8) Are you satisfied with V.K as an effective advertising media?
Yes ( ) No ( )
9) How much you satisfied with V.K?
Highly satisfied ( ) Satisfied ( )
Moderate ( ) Dissatisfied ( )
10) Are you satisfied with Distribution of V.K news paper to customers?
Yes ( ) No ( )
11) Which part of news paper you prefer most?
Political News ( ) sports news ( )
Local News ( ) Advertisement ( )
12) How do you rate the fallowing news papers as an effective media of
advertisement?
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Vijay
Karnataka
Praja Vani Samyukta
Karnataka
Kannada
Praba
Price for your
ads
Excepted space
Circulation of
Paper
Service
1=Very good
2 =Good
3=Average
4=Bad
5=Very bad
13) Overall how do you feel about V.K service?
Extremely good ( )
Very good ( )
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Neither good nor bad ( )
Bad ( )
14) Your opinion towards V.K News paper
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
……………………
Thanks
Date:
Place:
BIBIOGRAPHY
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Advertisers preferences towards Vijay Karnataka as an effective advertising media.
Books
1) Marketing Research- Tull and Hawkins.
2) Marketing Mgmt - Philip Kotlers
Magazines
1) News papers
2) Business world
Websites
1) www.google.com
2) www.vijaykarnatakepaper.com
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