Advertising Project

Executive

Summary

1

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

Introduction

3

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.

4

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.

Sources of data for project:

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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

known as census inquiry. It can be presumed that in such an inquiry,

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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

expected to read and understand the questions and write down the reply

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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:

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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AdvertisingAdvertising 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, religion-

supporting 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

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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

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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

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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 Post-

Graduation 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

Prasanna Holidays

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And many more…

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The Working of Media&TA:

Creative Director

Creative Department

Finance Department

Copy Chief Visualiser

Copy Writer

Copy Writer

Copy Writer

Layout Artists

Finished Artists

Artists

Voice Artists

Musicians

Technicians

Audio

Video

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Analysis,

Presentation

&

Interpretation

(1) Which of the following real-estate advertisement do you recall from

the electronic media (T.V., Radio, Internet, etc.)?

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DSK 29

Kumar Builders 13

Aditya Group 1

Amrut Runwal Group 7

Inference:

58% of the people recall DSK advertisement.

Slogan Recognition:

(2)“Gharala gharpan denari mansa...” is a slogan of which company?

31

0

5

10

15

20

25

30

DSK Kumar Builders Aditya Group Amrut RunwalGroup

DSK 49

Kumar Builders 0

Aditya Group 0

Amrut Runwal Group 1

Inference:

98% of the people are familiar with the slogan of the advertisement and

the company.

Preference:

32

0

10

20

30

40

50

DSK KumarBuilders

Aditya Group AmrutRunw alGroup

(3) Do you think, “Gharala gharpan denari mansa...” is a catchy

jingle?

Yes 42

No 3

Can’t Say 5

Inference:

The DSK advertisement is quite liked by the people.

Television Coverage:

(4) Have you seen the DSK Group’s advertisement on the Television?

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Yes 29

No 21

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?

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Radio 16

Television 5

Newspaper 6

Hoardings 12

Billboards 11

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?

35

Yes, Very Much 37

Not Bad 8

Not at all 5

Inference:

The majority of the people interviewed have liked the DSK

advertisement.

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0

5

10

15

20

25

30

35

40

Yes, Very Much Not Bad Not at all

Findings,

Suggestions

& Conclusion

Findings

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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

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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

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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 Bhide Ajinkya

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2 Chavan Chandan

3 Date Sidartha

4 Desai Pooja

5 Deshmukh Shivram

6 Devdas Heredka

7 Ganesh Acharya

8 Ganesh Mohal

9 Gopal Mistri

10 Hakim Adnan

11 Joshi Sunil

12 Joyti Rao

13 Kukkikatte Bhojrao

14 Kulkarni Sachin

15 Kumar Datar

16 Mande Swapnil

17 Manoj Shah

18 Maral Mahadeo

19 More Bhagwan

20 More Pravin

21 Mujawar Ram

22 Naik Suhas

23 Negi Jaswinder

24 Nimbalkar Ajay

25 Patil Arunesh

26 Pokle Kiran

27 Potnis Suhas

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28 Puranik Mahadeo

29 Rajiwade Sarjerao Anant

30 Ramanuja

31 Rao Mohini

32 Rao RamChandra

33 Sada Bhuruk

34 Sagar Rahurkar

35 Satpute Vivek

36 Shaha Sanjay

37 Shinde Ramesh

38 Shinde Vinayak

39 Shitole Ranjit

40 Shraddha Warde

41 Singh Narendar

42 Sonawane Laxma

43 Soswal Ranesh

44 Suresh Adiga

45 Suresh Doshatty

46 Tatkare Chandrakant

47 Thakur Rahul

48 Tilekar Prasad

49 Uday Warungikar

50 Umesn Kadam

51 Vaidya Archana

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Note: This questionnaire is for the purpose of data collection for

the college project for B.B.A. VIth Semester.

Name:_____________________________________________

Address:___________________________________________

____________________________________________________

Contact

No.:_______________________________________

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(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?

□ 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

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(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

(6) Did you like DSK advertisements on the television

and radio?

□ Yes, very much

□ Not Bad

□ Not at all

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Bibliography

Reference Books

1) Advertising Theory & Practice – Chunawala, Kumar, Sethia,…

2) Marketing Management – Philip Kotler

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Websites1. Google - http://www.google.com/webhp?

sourceid=navclient&hl=en-GB&ie=UTF-8

2. Wikipedia –

http://en.wikipedia.org/wiki/Main_Page

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