advertisers perception
TRANSCRIPT
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CHAPTER I
1.1 INTRODUCTION OF THE STUDY
PERCEPTION
Perception is our sensory experience of the world around us and involves both the
recognition of environmental stimuli and actions in response to these stimuli. Through the
perceptual process, we gain information about properties and elements of the environment
that are critical to our survival. Perception not only creates our experience of the world
around us; it allows us to act within our environment
Perception is the process by which organisms interpret and organize sensation to
produce a meaningful experience of the world. Sensation usually refers to the immediate,
relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose,
tongue, or skin. Perception, on the other hand, better describes one's ultimate experience of
the world and typically involves further processing of sensory input. In practice, sensation
and perception are virtually impossible to separate, because they are part of one continuous
process.
Perception in humans describes the process whereby sensory stimulation is translated into
organized experience
The perceptual process is a sequence of steps that begins with the environment and leads to
our perception of a stimulus and an action in response to the stimulus.
What Is Perception?
Perception is our sensory experience of the world around us and involves both the recognition
of environmental stimuli and actions in response to these stimuli. Through the perceptual
process, we gain information about properties and elements of the environment that are
critical to our survival. Perception not only creates our experience of the world around us; it
allows us to act within our environment.
Perception includes the five senses; touch, sight, taste smell and taste. It also includes what is
known as proprioception, a set of senses involving the ability to detect changes in body
positions and movements. It also involves the cognitive processes required to processinformation, such as recognizing the face of a friend or detecting a familiar scent.
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History of Advertising
Advertising as a discrete form is generally agreed to have begun with newspapers, in
the seventeenth century, which included line or classified advertising. Simple descriptions,
plus prices, of products served their purpose until the late nineteenth century, when
technological advances meant that illustrations could be added to advertising, and color was
also an option.
An early advertising success story is that of Pears Soap. Thomas Barratt married into
the famous soap making family and realized that they needed to be more aggressive about
pushing their products if they were to survive. He launched the series of ads featuring
cherubic children which firmly welded the brand to the values it still holds today. he took
images considered as "fine art" and used them to connote his brand's quality, purity (i.e.
untainted by commercialism) and simplicity (cherubic children). He is often referred to as the
father of modern advertising.
World War I saw some important advances in advertising as governments on all sides
used ads as propaganda. The British used advertising as propaganda to convince its own
citizens to fight, and also to persuade the Americans to join. No less a political commentator
than Hitler concluded that Germany lost the war because it lost the propaganda battle: he did
not make the same mistake when it was his turn. One of the other consequences of World
War I was the increased mechanization of industry - and hence increased costs which had to
be paid for somehow: hence the desire to create need in the consumer which begins to
dominate advertising from the 1920s onward.
ADVERTISERS PERCEPTION
Advertiser Perceptions provides media company executives with essential insight necessary
for increasing ad sales, market share and competitive advantage.
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DEFINITION - ADVERTISING
Advertising is
paid for a way of promoting products, services or information a form of communication (between manufacturer and consumer) a physical commodity an integral part of pop culture an important economic force a part of our urban landscape
Advertising is a form of communication that typically attempts to persuade potential
customers to purchase or to consume more of a particular brand of product or service.
Modern advertising developed with the rise of mass production in the late 19th and early 20th
centuries
Advertising
Advertising is nothing but a paid form of non-personal presentation or promotion of ideas,
goods or services by an identified sponsor with a view to disseminate information concerning
an idea, product or service. The message which is presented or disseminated is called
advertisement. In the present day marketing activities hardly is there any business in the
modern world which does not advertise. However, the form of advertisement differs from
business to business.
Advertisement has been defined differently by different persons. A few definitions are being
reproduced below:
According to Wood, "Advertising is causing to know to remember, to do."
According to Wheeler, "Advertising is any form of paid non-personal presentation of ideas,
goods or services for the purpose of inducting people to buy."
According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of
ideas, goods or services by an identified sponsor."
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According to William J. Stanton, "Advertising consists of all the activities involves in
presenting to a group, a non-personal, oral or visual, openly sponsored message regarding
disseminated through one or more media and is paid for by an identified sponsor."
The above definitions clearly reveal the nature of advertisement. This is a powerful element
of the promotion mix. Essentially advertising means spreading of information about the
characteristics of the product to the prospective customers with a view to sell the product or
increase the sale volume.
TYPES OF ADVERTISING
Virtually any medium can be used for advertising. Commercial advertising media can
includewall paintings,billboards,street furniture components, printed flyers andrack cards,
radio, cinema and television adverts,web banners,mobile telephone screens, shopping carts,
webpopups,skywriting, bus stop benches,human billboards andforehead advertising,
magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes
("logo jets"),in-flight advertisements onseatback tray tables or overhead storage bins,
taxicab doors, roof mounts andpassenger screens, musical stage shows, subway platforms
and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in
supermarkets, shopping cart handles (grabertising), the opening section ofstreaming audio
and video, posters, and the backs of event tickets and supermarket receipts. Any place an
"identified" sponsor pays to deliver their message through a medium is advertising.
Television advertising /Music in advertising
The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for commercialairtime duringpopular TV events. The annualSuper Bowlfootball game in the United States is known as
the most prominent advertising event on television. The average cost of a single thirty-second
TV spot during this game has reached US$3.5 million (as of 2012). Some television
commercials feature a song orjingle that listeners soon relate to the product. Virtual
advertisements may be inserted into regular television programming through computer
graphics. It is typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience.
https://en.wikipedia.org/wiki/Muralhttps://en.wikipedia.org/wiki/Billboardshttps://en.wikipedia.org/wiki/Street_furniturehttps://en.wikipedia.org/wiki/Rack_cardhttps://en.wikipedia.org/wiki/Web_bannerhttps://en.wikipedia.org/wiki/Pop-up_adhttps://en.wikipedia.org/wiki/Skywritinghttps://en.wikipedia.org/wiki/Human_billboardhttps://en.wikipedia.org/wiki/Forehead_advertisinghttps://en.wikipedia.org/wiki/Logojethttps://en.wikipedia.org/wiki/In-flight_advertisinghttps://en.wikipedia.org/wiki/Tray-tablehttps://en.wikipedia.org/wiki/Cabvisionhttps://en.wikipedia.org/wiki/Shopping_carthttps://en.wikipedia.org/wiki/Streaming_mediahttps://en.wikipedia.org/wiki/Television_advertisementhttps://en.wikipedia.org/wiki/Music_in_advertisinghttps://en.wikipedia.org/wiki/Broadcastinghttps://en.wikipedia.org/wiki/Super_Bowlhttps://en.wikipedia.org/wiki/American_footballhttps://en.wikipedia.org/wiki/Jinglehttps://en.wikipedia.org/wiki/Jinglehttps://en.wikipedia.org/wiki/American_footballhttps://en.wikipedia.org/wiki/Super_Bowlhttps://en.wikipedia.org/wiki/Broadcastinghttps://en.wikipedia.org/wiki/Music_in_advertisinghttps://en.wikipedia.org/wiki/Television_advertisementhttps://en.wikipedia.org/wiki/Streaming_mediahttps://en.wikipedia.org/wiki/Shopping_carthttps://en.wikipedia.org/wiki/Cabvisionhttps://en.wikipedia.org/wiki/Tray-tablehttps://en.wikipedia.org/wiki/In-flight_advertisinghttps://en.wikipedia.org/wiki/Logojethttps://en.wikipedia.org/wiki/Forehead_advertisinghttps://en.wikipedia.org/wiki/Human_billboardhttps://en.wikipedia.org/wiki/Skywritinghttps://en.wikipedia.org/wiki/Pop-up_adhttps://en.wikipedia.org/wiki/Web_bannerhttps://en.wikipedia.org/wiki/Rack_cardhttps://en.wikipedia.org/wiki/Street_furniturehttps://en.wikipedia.org/wiki/Billboardshttps://en.wikipedia.org/wiki/Mural -
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Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer. The
word "infomercial" is a portmanteau of the words "information" & "commercial". The main
objective in an infomercial is to create animpulse purchase, so that the consumer sees the
presentation and then immediately buys the product through the advertisedtoll-free telephone
number or website. Infomercials describe, display, and often demonstrate products and their
features, and commonly have testimonials from consumers andindustry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium ofradio. Radio advertisements
are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a
receiving device. Airtime is purchased from astation ornetwork in exchange for airing the
commercials. While radio has the limitation of being restricted to sound, proponents of radio
advertising often cite this as an advantage. Radio is an expanding medium that can be found
not only on air, but also online. According to Arbitron, radio has approximately 241.6 million
weekly listeners, or more than 93 percent of the U.S. population.
Online advertising
Online advertising is a form ofpromotion that uses the Internet andWorld Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Online ads are
delivered by an ad server.
Examples of online advertising include contextual ads that appear on search engine results
pages,banner ads, intext ads,Rich Media Ads,Social network advertising,online classified
advertising,advertising networks ande-mail marketing,includinge-mail spam.
New media
Technological development and economic globalization favors the emergence of new and
new communication channels and new techniques of commercial messaging.
https://en.wikipedia.org/wiki/Infomercialhttps://en.wikipedia.org/wiki/Impulse_purchasehttps://en.wikipedia.org/wiki/Toll-free_telephone_numberhttps://en.wikipedia.org/wiki/Toll-free_telephone_numberhttps://en.wikipedia.org/wiki/Advertising_professionalhttps://en.wikipedia.org/wiki/Radiohttps://en.wikipedia.org/wiki/Radio_stationhttps://en.wikipedia.org/wiki/Radio_networkhttps://en.wikipedia.org/wiki/Promotion_(marketing)https://en.wikipedia.org/wiki/World_Wide_Webhttps://en.wikipedia.org/wiki/Search_engine_results_pagehttps://en.wikipedia.org/wiki/Search_engine_results_pagehttps://en.wikipedia.org/wiki/Banner_adhttps://en.wikipedia.org/wiki/Pay_per_clickhttps://en.wikipedia.org/wiki/Rich_Mediahttps://en.wikipedia.org/wiki/Social_network_advertisinghttps://en.wikipedia.org/wiki/Online_classified_advertisinghttps://en.wikipedia.org/wiki/Online_classified_advertisinghttps://en.wikipedia.org/wiki/Advertising_networkhttps://en.wikipedia.org/wiki/E-mail_marketinghttps://en.wikipedia.org/wiki/E-mail_spamhttps://en.wikipedia.org/wiki/E-mail_spamhttps://en.wikipedia.org/wiki/E-mail_marketinghttps://en.wikipedia.org/wiki/Advertising_networkhttps://en.wikipedia.org/wiki/Online_classified_advertisinghttps://en.wikipedia.org/wiki/Online_classified_advertisinghttps://en.wikipedia.org/wiki/Social_network_advertisinghttps://en.wikipedia.org/wiki/Rich_Mediahttps://en.wikipedia.org/wiki/Pay_per_clickhttps://en.wikipedia.org/wiki/Banner_adhttps://en.wikipedia.org/wiki/Search_engine_results_pagehttps://en.wikipedia.org/wiki/Search_engine_results_pagehttps://en.wikipedia.org/wiki/World_Wide_Webhttps://en.wikipedia.org/wiki/Promotion_(marketing)https://en.wikipedia.org/wiki/Radio_networkhttps://en.wikipedia.org/wiki/Radio_stationhttps://en.wikipedia.org/wiki/Radiohttps://en.wikipedia.org/wiki/Advertising_professionalhttps://en.wikipedia.org/wiki/Toll-free_telephone_numberhttps://en.wikipedia.org/wiki/Toll-free_telephone_numberhttps://en.wikipedia.org/wiki/Impulse_purchasehttps://en.wikipedia.org/wiki/Infomercial -
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Product placements
Covert advertising, is when a product or brand is embedded in entertainment and media. For
example, in a film, the main character can use an item or other of a definite brand, as in the
movieMinority Report, whereTom Cruise's character John Anderton owns a phone with
theNokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.
Another example of advertising in film is inI, Robot,where main character played byWill
Smith mentions hisConverse shoes several times, calling them "classics," because the film is
set far in the future. I, Robot andSpace balls also showcase futuristic cars with the
Audi andMercedes-Benz logos clearly displayed on the front of the vehicles.Cadillac chose
to advertise in the movieThe Matrix Reloaded,which as a result contained many scenes in
which Cadillac cars were used. Similarly, product placement forOmega
Watches,Ford,VAIO,BMW andAston Martin cars are featured in recentJames Bond films,
most notablyCasino Royale.In "Fantastic Four: Rise of the Silver Surfer", the main transport
vehicle shows a largeDodge logo on the front.Blade Runner includes some of the most
obvious product placement; the whole film stops to show aCoca-Colabillboard.
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper,magazine,
or trade journal. This encompasses everything from media with a very broad readership base,
such as a major national newspaper or magazine, to more narrowly targeted media such as
local newspapers and trade journals on very specialized topics. A form of press advertising
isclassified advertising,which allows private individuals or companies to purchase a small,
narrowly targeted ad for a low fee advertising a product or service. Another form of press
advertising is the Display Ad, which is a larger ad (can include art) that typically run in an
article section of a newspaper.
Billboard advertising
Billboards are large structures located in public places which display advertisements to
passing pedestrians and motorists. Most often, they are located on main roads with a large
amount of passing motor and pedestrian traffic; however, they can be placed in any location
with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping
malls or office buildings, and in stadiums.
https://en.wikipedia.org/wiki/Minority_Report_(film)https://en.wikipedia.org/wiki/Tom_Cruisehttps://en.wikipedia.org/wiki/Nokiahttps://en.wikipedia.org/wiki/Bulgarihttps://en.wikipedia.org/wiki/I,_Robot_(film)https://en.wikipedia.org/wiki/Will_Smithhttps://en.wikipedia.org/wiki/Will_Smithhttps://en.wikipedia.org/wiki/Converse_(shoe_company)https://en.wikipedia.org/wiki/Spaceballshttps://en.wikipedia.org/wiki/Audihttps://en.wikipedia.org/wiki/Mercedes-Benzhttps://en.wikipedia.org/wiki/Cadillachttps://en.wikipedia.org/wiki/The_Matrix_Reloadedhttps://en.wikipedia.org/wiki/Omega_SAhttps://en.wikipedia.org/wiki/Omega_SAhttps://en.wikipedia.org/wiki/Ford_Motor_Companyhttps://en.wikipedia.org/wiki/VAIOhttps://en.wikipedia.org/wiki/BMWhttps://en.wikipedia.org/wiki/Aston_Martinhttps://en.wikipedia.org/wiki/James_Bondhttps://en.wikipedia.org/wiki/Casino_Royale_(2006_film)https://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surferhttps://en.wikipedia.org/wiki/Dodgehttps://en.wikipedia.org/wiki/Blade_Runnerhttps://en.wikipedia.org/wiki/Coca-Colahttps://en.wikipedia.org/wiki/Magazinehttps://en.wikipedia.org/wiki/Classified_advertisinghttps://en.wikipedia.org/wiki/Billboardhttps://en.wikipedia.org/wiki/Billboardhttps://en.wikipedia.org/wiki/Classified_advertisinghttps://en.wikipedia.org/wiki/Magazinehttps://en.wikipedia.org/wiki/Coca-Colahttps://en.wikipedia.org/wiki/Blade_Runnerhttps://en.wikipedia.org/wiki/Dodgehttps://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surferhttps://en.wikipedia.org/wiki/Casino_Royale_(2006_film)https://en.wikipedia.org/wiki/James_Bondhttps://en.wikipedia.org/wiki/Aston_Martinhttps://en.wikipedia.org/wiki/BMWhttps://en.wikipedia.org/wiki/VAIOhttps://en.wikipedia.org/wiki/Ford_Motor_Companyhttps://en.wikipedia.org/wiki/Omega_SAhttps://en.wikipedia.org/wiki/Omega_SAhttps://en.wikipedia.org/wiki/The_Matrix_Reloadedhttps://en.wikipedia.org/wiki/Cadillachttps://en.wikipedia.org/wiki/Mercedes-Benzhttps://en.wikipedia.org/wiki/Audihttps://en.wikipedia.org/wiki/Spaceballshttps://en.wikipedia.org/wiki/Converse_(shoe_company)https://en.wikipedia.org/wiki/Will_Smithhttps://en.wikipedia.org/wiki/Will_Smithhttps://en.wikipedia.org/wiki/I,_Robot_(film)https://en.wikipedia.org/wiki/Bulgarihttps://en.wikipedia.org/wiki/Nokiahttps://en.wikipedia.org/wiki/Tom_Cruisehttps://en.wikipedia.org/wiki/Minority_Report_(film) -
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Mobile billboard advertising
Mobile billboards are generally vehicle mountedbillboards or digital screens. These can be
on dedicated vehicles built solely for carrying advertisements along routes preselected by
clients, they can also be specially equipped cargo trucks or, in some cases, large banners
strewn from planes. The billboards are often lighted; some beingbacklit, and others
employing spotlights. Some billboard displays are static, while others change; for example,
continuously or periodically rotating among a set of advertisements. Mobile displays are used
for various situations in metropolitan areas throughout the world, including: Target
advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store
openings and similar promotional events, and Big advertisements from smaller companies.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a
product in visible locations in a store, such as at eye level, at the ends of aisles and near
checkout counters (aka POPPoint of Purchase display), eye-catching displays promoting a
specific product, and advertisements in such places as shopping carts and in-store video
displays.
Street advertising
This type of advertising first came to prominence in the UK by Street Advertising Services to
create outdoor advertising on street furniture and pavements. Working with products such
asReverse Graffiti,air dancers and 3D pavement advertising, the media became an
affordable and effective tool for getting brand messages out into public spaces.
Sheltered Outdoor Advertising
This type of advertising opens the possibility of combining outdoor with indoor
advertisement by placing large mobile, structures (tents)in public places on temporary bases.
The large outer advertising space exerts a strong pull on the observer, the product is promoted
indoor, where the creative decor can intensify the impression.
https://en.wikipedia.org/wiki/Mobile_billboardhttps://en.wikipedia.org/wiki/Billboardhttps://en.wikipedia.org/wiki/Backlighthttps://en.wikipedia.org/wiki/Reverse_Graffitihttps://en.wikipedia.org/wiki/Air_dancerhttps://en.wikipedia.org/wiki/Tentshttps://en.wikipedia.org/wiki/Tentshttps://en.wikipedia.org/wiki/Air_dancerhttps://en.wikipedia.org/wiki/Reverse_Graffitihttps://en.wikipedia.org/wiki/Backlighthttps://en.wikipedia.org/wiki/Billboardhttps://en.wikipedia.org/wiki/Mobile_billboard -
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Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favourite products or wear
clothes by specific brands or designers. Celebrities are often involved in advertising
campaigns such as television or print adverts to advertise specific or general products. The
use of celebrities to endorse a brand can have its downsides, however. One mistake by a
celebrity can be detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer
Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to
associate with him after he was photographed smoking marijuana. Celebrities such as Britney
Spears have advertised for multiple products including Pepsi, Candies from Kohl's, Twister,
NASCAR, Toyota and many more.
Consumer-generated advertising
This involves getting consumers to generate advertising through blogs, websites, wikis and
forums, for some kind of payment.
Aerial advertising
Usingaircraft,balloons orairships to create or display advertising media.Skywriting is a
notable example.
https://en.wikipedia.org/wiki/Celebrity_brandinghttps://en.wikipedia.org/wiki/Britney_Spearshttps://en.wikipedia.org/wiki/Britney_Spearshttps://en.wikipedia.org/wiki/Consumer-generated_advertisinghttps://en.wikipedia.org/wiki/Aerial_advertisinghttps://en.wikipedia.org/wiki/Aircrafthttps://en.wikipedia.org/wiki/Balloon_(aircraft)https://en.wikipedia.org/wiki/Airshiphttps://en.wikipedia.org/wiki/Skywritinghttps://en.wikipedia.org/wiki/Skywritinghttps://en.wikipedia.org/wiki/Airshiphttps://en.wikipedia.org/wiki/Balloon_(aircraft)https://en.wikipedia.org/wiki/Aircrafthttps://en.wikipedia.org/wiki/Aerial_advertisinghttps://en.wikipedia.org/wiki/Consumer-generated_advertisinghttps://en.wikipedia.org/wiki/Britney_Spearshttps://en.wikipedia.org/wiki/Britney_Spearshttps://en.wikipedia.org/wiki/Celebrity_branding -
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1.2 PROBLEM IDENTIFICATION:
From the pilot study, this chapter investigates the knowledge, perceptions, and
intentions of advertising professional. The rapid rise of social media has captured the
attention of marketers and consumers on a global scale, and together with a rapidly changing
communications environment marketers now confront new challenges in terms of our
understanding of consumer behaviour and consumption patterns in the new millennium. So
this study has to identify the advertisers perception towards ajk tv channel in pudhucherry.
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1.3 OBJECTIVE OF THE STUDY
To study the awareness & brand image created by THE AJK TV among advertisers. To analyse the seeking reason for choosing of AJK TV by commercial advertisers
To find out the seeking reason for choosing of AJK TV by Personnel advertisers
To study on advertisers perception about indulge along with to THE AJK TV.
To evaluate the satisfaction level of marketing strategy by the advertisers.
1.4 RESEARCH HYPOTHESIS
CORRELATION:
Hypothesis :
H0 = There is no significant relationship between the AJK TV covers more area and more
popularity.
H1 = There is significant relationship between the AJK TV covers more area and more
popularity.
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1.5 SCOPE OF THE STUDY
The scope of the study covers the advertisers perception towards AJK TV
channel.
Population size is too small so I was collected data from 30 advertisers from AJK
TV Channel.
To study the advertisers perception while choosing this channel.
This study will help to understand advertisers, their preference and their needs
expected while giving advertisement in the channel.
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1.6 NEED OF THE STUDY
Local Tv channels industry get major part of their revenue through advertising
This study is about advertisers perception on advertising in INDULGE.
These studies to know the impact of indulge advertising and the brand image createdby the INDULGE among advertisers
Findings of the study helps the Ajk Tv channel to know whether they will getrepeated advertising from their existing advertiser client and to know their satisfactionlevel.
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1.7 COLLECTION OF DATA
SOURCES OF DATA:
Two sources were used for collecting data, namely
PRIMARY DATA:
Primary data were collected through survey from the women consumer, using the
questionnaires which help to recognize the women customers buying behaviour, awareness of
jewellery brand, and influencing factors.
SECONDARY DATA:
Secondary data needed for conducting this research work where collected from the
various profile of the jewellery websites , internet and various journals, magazines etc.
DATA COLLECTION TOOL:
The data required for this study were collected from primary data and secondary data.
The primary data were collected mainly from the questionnaire
QUESTIONNAIRE:
List of a research or survey questions asked to respondents and designed to extract
specific information. It serves four basic purposes.
1. Collect the appropriate data
2. To make data comparable and amenable to analysis,
3. Minimize bias in formulating and asking question, and
4. To make questions engaging and varied.
The questionnaires were distributed to the respondents. The questionnaires are framed
in a facilitating manner to obtain clear and clarified responses. The Respondents were given a
work time to fill up the questionnaire. The completed questionnaires were given back to the
researcher.
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QUESTIONNAIRE CONSTRUCTION:
Questionnaires constructed using open ended questions, close ended questions,
dichotomous questions, and rating scale. Open ended questions is which require the
respondent to answer it in his own words.
OPEN ENDED QUESTION:
Unstructured question in which (unlike in a multiple choice question) possible
answers are not suggested, and the respondent answers it in his or her own words. Such
questions usually begin with a how, what, when, where, and why (such as "What factors you
take into account when buying a vehicle?" or "In your opinion, what is the reasonable price
for this item?") and provide qualitative instead of quantitative information. Open ended
questions are asked generally during exploratory research and where statistical validity is not
a prime objective.
CLOSE ENDED QUESTION:
That provides a set of answers from which the respondent must choose. Multiple
choice questions are closed questions. It is called as closed-ended question.
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1.8 LIMITATIONS OF THE STUDY
Some of the respondents are reluctant to reveal the information.
The study is purely based on the response of the respondents, on that time. The statistical tools used for the study have their own limitations. The cooperation of the respondents is poor.
1.9 MAIN STUDY
INTRODUCTION:
Research methodology is a way to systematically solve the research problem is tohow research is done scientifically. It consists of the different steps that are generally
adopted by the researcher to the study his research problem along with logic behind them.
It is necessary to the researcher to develop certain tests.
RESEARCH DESIGN:
Research design is a plan to answer whom, when, where, and how the subject
under investigation conceived so as to obtain answers to research questions. The type of
research design involved in this study is descriptive research studies.
DESCRIPTIVE RESEARCH STUDIES:
Descriptive research studies are those studies, which are concerned with describing
the characteristics of a particular individual, or of a group, where as diagnostic research study
determine the frequency with which something occurs or its association with something else.
The studies concerning whether certain variables are associated are example of diagnostic
research studies. As against this, study concerned individual, group or situation are all
example of descriptive research studies. Most of the social research studies come under this
category from the point of view of the research design.
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DATA COLLECTION METHOD:
The required data was collected by both the primary and secondary sources.
The data objective are describe from the research objectives and their determination
rests mainly on the research to translate what the decision marker wants into specific
descriptive of the needed data.
Primary:
The primary data was collected from the, THE AJK TV(PUDUCHERRY) LTD.,users at Puducherry. The Respondents were met personally at their establishments and
questionnaire has been given to them and answered questionnaires were collected
back.
Primary data is the data gathered for the first time by the researcher by usingquestionnaire.
Secondary data:
Secondary data, on the other hand, is those which have already been collected bysomeone else and which already been passed through the statistical process.
Secondary data pertaining to this study was obtained from company documents,broachers, departmental informations websites etc.
RESEARCH INSTRUMENTS:
Instrument : Questionnaires (personal administered)
Instrument Design : Both open end enclose ended
Question and used in questionnaires.
Questionnaire Design
A well structured questionnaire was used for this study. The types of questions
used in the questionnaire were open-ended, multiple-choice and Dichotomous
questions.
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1. Open-end questions are questions, which are entitled to give a free
response to their choice.
2. Multiple-choice questionsare question, which contain a list of answer and
permit the subject to select the best answer.
SAMPLING:
Sampling is the process of selecting a sufficient number of elements from the
population, so that a study of sample and an understanding of its properties or
characteristics would make it possible for us to generalize such properties or
characteristics to the population elements.
SAMPLEING PLAN:
Sampling technique : Cluster sample Sample size : Sample size chosen here for this study
was 30 as suggested by the company
Sample unit : Advertisers in Chennai market Time Dimension : Period on 1st June to 31stJuly 13
SAMPLE DESIGN:
A Sample design is a definite plan for obtaining a sample from given population. It
refers to the technique or the procedure the researcher would adopt in selection items for the
sample. Sample may as well lay down the number of items to be included in the sample
namely, the size of the sample.
Probability sampling:
Make a specific mention of it in the thesis. So that the conclusions would be evaluated
accordingly. Probability sampling refers to the sampling process in which the samples are
selected for a specific purpose with a pre-determined basis of selection. This type of samples
is also required at times when random selection may not be possible. Therefore the reliability
of conclusions based on this type of sampling is less. Whenever a researcher uses this type of
sampling.
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Cluster Sampling:
Cluster sampling method suggests, the samples are selected at different stages. In this
method, the population is first divided into different stages. Then from the first stage, a few
items are selected at random based on a specific feature or characteristic. From these in the
second stage, a few elements are selected at random possessing, he characteristic. From
which in the third stage a few are selected at random satisfying the characteristic and so on to
finally make the necessary selection of samples.
All the samples selected at random at different stages will posses the common
characteristic or will be homogeneous on some basis.
Cluster sampling involves arranging elementary items in a population into
heterogeneous subgroups that are representative of the overall population. One such group
constitutes a sample for study.
1.10 SAMPLING SIZE:
The total numbers of respondents are termed as sample size. The sample size for
this analysis is 30 respondents.
SAMPLING UNIT:
Sampling unit is that of who is to be surveyed. The survey is on advertisers of
THE AJK TV(PUDUCHERRY) LTD.
SATISTICAL TOOLS:
The collected data has been subjected to analyses by units appropriate tools,
percentage, chisquare.
The information gathered analyzed by using the following appropriate tool
such as:
Percentage Analysis Correlation Weighted average method
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PERCENTAGE ANALYSIS:
Percentage refers to a special kind of ratio. It is used to make comparison
between two or more series of data. They can be used to compare the relative items,
the distribution of two or more series of data since the percentage reduce everything
as common base and allow the meaningful comparisons to be made.
Percentage refers to the special kind of ratio percentage are used in making
comparison between two or more series of data. Percentages are used to describe
relationship.
FORMULA:
No. of respondents
Percentage (%) = _________________________ X 100
Total respondents
Bar chart and Pie charts are used to explain the tabulation clearly.
CORRELATION
Correlation analysis deals with the association between two or more variable. It does
not tell anything about cause and effect relationship. Correlation is classified in two types as
Positive and Negative Correlation
FORMULA:
r =
Correlation value shall always lie between +1 and -1. When r=1, it shows there is
perfect positive correlation between variables. When r=0, there is no correlation.
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WEIGHTED AVERAGE METHOD
Weighted average can be defined as an average whose component items aremultiplied by certain values (weights) and the aggregate of the products are divided
by the total of weights.
One of the limitations of simple arithmetic mean is that it gives equal importance toall the items of the distribution.
In certain cases relative importance of all the items in the distribution is not the same.Where the importance of the items varies.
It is essential to allocate weight applied but may vary in different cases. Thus weightage is a number standing for the relative importance of the items.
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CHAPTER II
REVIEW OF LITERATURE
(Belch 1981; Shimp and Dyer 1978; Swinyard (1981).
The communication effectiveness of comparative advertising has been an issue ever
since the Federal Trade Commission encouraged advertisers to name competing brands as an
alternative to the then more prevalent "brand X" euphemism (Cohen 1976). Wilkie and Farris
(1975) proposed that such comparative advertising should be more effective than more
traditional advertising in generating increased attention and recall, increased comprehension
of claims, and greater yielding to claims. Of the studies investigating the relative
effectiveness of comparative advertising, most were not supportive of these initialpropositions. Comparative advertisements were often perceived as more confusing, less
believable, and no more persuasive than non comparative advertisements.
Gorn and Weinberg (1984, 1983)
More positive findings, however, were recently reported by Gorn and Weinberg
(1984, 1983), who tested the relative effectiveness of comparative advertising by focusing on
perception-related dependent variables. These authors argue that, in practice, comparative
advertising is usually started by a challenger with the objective of placing the challenger in
the same league as the brand leader in the mind of the consumer. A favorable result, then, for
the challenger's comparative ads would be a reduction in the perceived psychological distance
between the two brands.
In their study, Gorn and Weinberg focused on perceived challenger-leader brand
similarity as the dominant dependent variable. They manipulated type of ad by the challenger
(comparative, non comparative), context (leader ad present, leader ad absent) and product
category (cigarettes, golf balls, toothpastes). They found that greater perceived challenger-
leader similarity was obtained with comparative advertising than with non comparative
advertising across the three product categories. Type of ad, however, did not affect attitude
toward the product, a finding similar to previous research results. This latter result led these
researchers to speculate that attitude may not be the most sensitive dependent measure and
that longer term exposure might be necessary to affect attitude since attitude is a higher order
response. Cognitive response data did not illuminate possible underlying processes which
might have shaped and determined these results.
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Sujan (1985)
One promising theoretical framework for the analysis of perceived brand similarity
focuses on the cognitive processes of categorization and prototyping (Rosch 1975, 1978).
Casual observation as well as recent research attest to the pervasive human tendency to
categorize both objects and persons into groups, types and other categories so that non-
identical stimuli can be treated as if they were equivalent (Cantor and Mischel 1979; Rosch,
Mervin, Gray, Johnson and Boyes-Braem 1976). Categorization simplifies the individual's
processing task of the potentially overwhelming number of stimuli in the environment.
Research further indicates that knowledge in a given category is internally structured around
a typical (i.e., exemplar) or ideal instance (i.e., prototype) which captures the meaning of the
category (Cantor, Mischel and Schwartz 1982). Categorization of a new stimulus under this
perspective is accomplished by a prototype-matching process and is a function of the degree
of similarity between the new stimulus and the category exemplar or prototype. In this way,
categorization influences the processes of attention, integration, storage and retrieval of
information. [The issue of whether individuals perceive categories based on exemplars or
based on prototypes has been debated in the categorization literature (Cantor and Mischel
1979; Medin and Smith 1984). For our purposes, no strong distinction is made between these
two approaches. Rather we follow Elio and Anderson (1981) and assume that either the
exemplar or the prototype or both provide the consumer with a set of expectations (cf. Sujan
1985).]
The potential usefulness of the categorization perspective in examining consumer reaction to
marketing stimuli was recently demonstrated by Sujan (1985). The results of her study
suggest that category-based expectations guide consumer evaluation processes. In particular,
her research suggests that consumers have well-defined categories stored in memory which
enable them to perceive and evaluate new products. When applied to an analysis of
comparative advertising, Sujan's findings suggest that by making reference to particular
comparison brands, the consumer may categorize the new brand as an example of this
category and retrieve the affect associated with the activated category. As a result, the
categorization perspective is viewed as interesting paradigm for understanding comparative
advertising effects.
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Belgian Advertisers' Perceptions of Interactive Digital TV as a Marketing
Communication Tool 2007
Abstract
Main outcome measures: Respondents' attitude towards evidence based medicine,
ability to access and interpret evidence, perceived barriers to practising evidence based
medicine, and best method of moving from opinion based to evidence based medicine.
Results: Respondents mainly welcomed evidence based medicine and agreed that its practice
improves patient care. They had a low level of awareness of extracting journals, review
publications, and databases (only 40% knew of the Cochrane Database of Systematic
Reviews), and, even if aware, many did not use them. In their surgeries 20% had access to
bibliographic databases and 17% to the world wide web. Most had some understanding of the
technical terms used. The major perceived barrier to practising evidence based medicine was
lack of personal time. Respondents thought the most appropriate way to move towards
evidence based general practice was by using evidence based guidelines or proposals
developed by colleagues.
Ratnan 2005
Abstract
This chapter investigates the knowledge, perceptions, and intentions of advertising
professionals in Belgium toward the introduction and use of interactive digital television
(IDTV) as a marketing communication tool. In total, 320 marketing professionals cooperated
in a Web survey that was posted just before the commercial launch of IDTV in Belgium. The
results show that their knowledge concerning the possibilities of advertising on IDTV is very
limited, but their intentions to use IDTV in the future are relatively promising. Among the
major perceived advantages of the medium are the possibility to provide more product
information, two-way communication with the consumer, and the ability to target the
audience more specifically. The major perceived disadvantages of the medium are the general
lack experience of using it, the low adoption of IDTV by the end user, and the high cost for
the advertiser.
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ANZMAC 2010
Social Media Advertising: An Investigation of Consumer Perceptions, Attitudes, and
Preferences for Engagement
Abstract
The rapid rise of social media has captured the attention of marketers and consumers
on a global scale, and together with a rapidly changing communications environment
marketers now confront new challenges in terms of our understanding of consumer behaviour
and consumption patterns in the new millennium. Social media brings with it powerful
opportunities for brands to engage with consumers, one method being through interactive .
To broaden our understanding and assist in managing marketing communications effectively,
this exploratory research investigates the role of social media within the broader advertising
and communications mix. Qualitative focus groups were conducted with consumers to assess
perceptions and attitudes towards social media advertising, and preferences for brand
engagement through this channel. Findings suggest that use of social media advertising in a
multichannel communications approach could have powerful impact on brand loyalty and
engagement.
Consumers' Perception of the Creativity of Advertisements: Development of a Valid
Measurement Scale
Abstract
The aim of this article is to assess creativity in advertising. While creativity is currently
measured by advertising professionals, our measure focuses on consumers' judgments of the
creativity of advertisements (perceived creativity). In Study 1, in-depth interviews were
conducted to explore consumers' implicit theories of creativity in advertising. In Study 2, a
scale was developed to measure perceived advertising creativity. Advertisements seen as
creative by the consumer include three dimensions: novelty, complexity and aesthetics.
Novelty is the association of stimuli both unexpected and relevant to the advertisement.
Complexity is associated with an advertisement rich in multiple meanings. The aesthetics
dimension relates to design specific to creative advertising. Our research provides a better
understanding of consumers' perception of creativity, and offers the opportunity for
practitioners to improve the creativity of their campaigns.
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Khalid alrawi and Walid alrawi
The overriding finding of the study is that the scope of Internet usage as a media is
affected by managements' perceptions of the effectiveness of their websites as marketing
tools.
The researchers recommendation in this context is that firms should develop and
evaluate a web-based methodology websites
The findings of this study reveals that children are affected by tv advertisements andmore they watch the more they are affected.
The most memorable commercial advertisements for the children appears to be theones using humours and celebrities. Furthermore children ability to distinguish
between reality and fiction is possible for this age group.
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26
CHAPTER III
INDUSTRAIL PROFILE
Analysis: Growth of Indian Television News Channels Continues
The 24-hour news channel in India is a broadcasting genre that has seen double-digit growth
for the past three years and seems set to continue, according to the results of a survey
published in September 2005. The study was conducted by TAM (Television Audience
Measurement) Media Research for the Indiantelevision.com website. It found that the number
of news channels had risen from 11 in 2002 to 30 as of August 2005.
The majority of these (two-thirds) were Hindi-language news channels and a few were
English language. The remainder were categorized as either regional news or business news
channels, which are currently the two growth areas.
Audience size
In terms of the news share of the television audience, the TAM study found that during the
Mumbai floods in July 2005 the news genre had a 17-per cent share of the Mumbai cable and
satellite audience, as against 8 per cent four weeks before the floods.
Television in India now reaches 108 million homes. This is an increase of 32 per cent over
2002 and means that just over half of all Indian homes now have television. This was
reported in the National Readership Survey of 2005, conducted by a branch of Indias Audit
Bureau of Circulations. The NRS report also noted that the number of homes with access to
cable or satellite television had risen from 40 million in 2002 to 61 million this year. (Only
the national public broadcaster, Doordarshan, transmits terrestrially.)
Leading Hindi channels
For some years, the leading Hindi news channel has been Aaj Tak. It was launched in
December 2000 and is part of the TV Today Network. TV Today is itself part of the Living
Media Group, which publishes the weekly India Today and a number of other magazines.
After Aaj Tak, TV Today launched an English channel, Headlines Today, and then in August
2005 a second Hindi channel, Tez (meaning Fast). Both are aimed at the busy viewer who
does not have time for long and detailed news bulletins. Headlines Today has a 30-minute
news cycle and network chairman and managing director Aroon Purie, at the launch of Tez,
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described his newest channels approach as maximum news in minimum time. Press
reports say that TV Today is planning to launch a fourth channel, specifically for the New
Delhi region.
However, Aaj Taks domination of the Hindi market is now under serious threat from Star
News, a joint venture between News Corporations Star TV group and the Indian ABP media
group. Under Indias Foreign Direct Investment rules, Stars participation is limited to 26 per
cent. ABP, based in Kolkata, is publisher of the English-language daily The Telegraph and
the leading Bengali daily, Anand Bazar Patrika.
Market shares
TAMs weekly figures for viewing of Hindi news channels in the major metropolitan areas
show that Star and Aaj Tak are running neck- and-neck. During August and September 2005
both registered a weekly market share of 25 per cent or just under.
Behind them, with shares of around 15 per cent were Zee News and NDTV India. Zee News,
the first 24-hour Hindi news channel, is part of the Zee Telefilms group, which also owns the
countrys largest cable distributor, Siticable, and the direct-to-home satellite service Dish TV.
NDTV (New Delhi Television) was originally a producer of news and current affairs
programming. NDTV India launched in April 2003, as did an English-language news
channel, NDTV 247. A business channel, NDTV Profit, launched in January 2005.
Other Hindi channels
The top four Hindi news channels are followed by a number of others, among them DD News
(24-hour news in Hindi and English from the public broadcaster), Sahara Samay, Awaaz and
Channel 7.
Channel 7, launched this year, is part of the group that publishes Dainik Jagran. This Hindi
newspaper has become the countrys most widely-read daily, with a readership of over 21
million, according to the National Readership Survey 2005.
Awaaz is a business and consumer channel that is part of the TV18 stable. TV18 also
operates CNBC TV18, an English-language business news channel which is a joint venture
with CNBC Asia-Pacific in which TV18 has a 90-per cent stake, and the international
channel South Asia World.
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Sahara Samay is part of the Sahara group, which also has interests in banking, aviation and
housing. In addition to its national news channel, Sahara has branched out into what it calls
city-centric channels. In July 2005 it launched one for the Delhi region to join four
channels already broadcasting to Mumbai and Hindi-speaking northern regions.
Going regional
Star TVs tie-up with the ABP group from Kolkata (Calcutta) encouraged it to launch a
Bengali channel, Star Ananda, in June 2005. It was not the first Bengali-language news
channel Tara Newz had launched in February. However TAM viewing figures for Star
Anandas first week showed that it had captured a market share of 38 per cent amongst news
channels, as against Taras 10 per cent.
As a report on Indiantelevision.com on 11 June pointed out, that high market share could be
attributed to viewer curiosity and was no guarantee of future performance.
However, the report also highlighted another interesting aspect of the TAM survey. The third
to sixth places were taken by the four leading Hindi news channels, with between 10 and six
per cent of the share. The share of the English-language channels was negligible, at two or
three per cent, and CNN and BBC World both registered just one per cent. This was
surprising, the report said, for a city that should have been more at ease with English than
Hindi.
One of the smaller Hindi news channels, India TV, also has plans to branch out regionally.
Chairman Rajat Sharma told Indiantelevision.com that the company had applied for uplink
permission for a Gujarati-language channel, which could be on air by November. He added
that a Punjabi channel was also under consideration.
North, south and beyond
Away from the Hindi-speaking regions, particularly in the south, competition is not so fierce
for the moment.
In the largely Telugu-speaking state of Andhra Pradesh, the first two all-news channels were
ETV2 and TV9, in late 2003 and early 2004 respectively. They were followed by Teja News,
part of the Sun Network.
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Sun, based in Chennai in Tamil Nadu, also operates the Tamil- language Sun News and the
Kannada-language Udaya News. Malayalam speakers in Kerala are served by Asianet News
and IndiaVision.
ETV2 is part of the Eenadu group, which is based in Hyderabad. ETV now has 11 regional
channels around the country, more than any other network except Doordarshan. Although
these offer general entertainment programming, a report in The Telegraph of Kolkata on 12
March 2005 noted that ETV devoted 20 per cent of its total daily programming to news.
The same report said that Sun had signed a joint venture agreement with the Malaysian pay-
TV operator Astro All Asia. Part of the deal envisages a Bengali channel for which Sun
would provide the news programming. Astro has also signed a provisional agreement with
NDTV to set up 24-hour channels for southeast Asia.
Growth industry
Although the news TV genre is only a small part of the overall television market, it appears
that there is money to be made from advertising revenue. A special report by Manisha
Bhattacharjee for Indiantelevision.com on 5 October said that the news broadcast industry
had grown in a few years from a market worth 1 billion rupees (22.5 million dollars) to one
worth five times that figure, with the possibility of further growth.
Hardly a month goes by without industry reports or speculation about planned new start-ups.
Some channels will undoubtedly fall by the wayside. However, those players already in the
market may find that new channels can be launched with minimal additional investment, as
was the case with TV Today and Tez. Alternatively, a tie-up with a strong local media brand
(see Channel 7) and/or the resources of a global operator (Star Ananda) could point the way
to success.
Doordarshan Network (1959-2013) Operational Cost of Doordarshan in India (2008-2009 to 2012-2013-upto
October, 2012)
Selected State-wise List of Places for Installation of New Transmitters(Proposed) by Doordarshan under Head Continuing Scheme in India (2007-
2012)
Selected State-wise List of Places for Installation of New Transmitters
(Proposed) by Doordarshan under Head New Scheme in India (2007-2012)
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Financial Targets/Achievements of Doordarshan in India (2007-2008 to2011-2012-upto October 2011)
Number of Applications Received for Permission of Private Satellite TVChannels in India (2008 to 2012-upto 10.04.2012)
Overall Status of Broadcasting and Cable TV Services in India (As on 31stMarch, 2012)
Performance Indicator of Broadcasting Sector in India (June, 2011 to March,2012)
Physical Targets/Achievements (Major Projects) of Doordarshan in India(2007-2008 to 2011-2012-upto October, 2011)
State-wise Number of TV Transmitters Setup in Rented Buildings in India(As on May, 2012)
Selected State-wise TV Transmitter Projects Commissioned in Tribal andInaccessible Areas of India (As on 01.04.2007 to 2010-2011-upto November,
2011)
Funds Allocated and Expenditure for Development of DD Stations underNorth-East Special Package in India (2007-2008 and 2008-2009, Upto
December 2008)
Scheme-wise Outlay/Expenditure and Physical Targets/ Achievements ofDoordarshan (Capital Plan) in India (2008-2009)
Scheme-wise Outlay/Expenditure and Physical Targets/Achievement ofDoordarhan (Revenue) in India (2008-2009)
Selected State-wise TV Ownership in India (2008-2009) Selected State-wise Number of Transmmitters Envisaged to be Installed and
Trans Mitters Installed in India (IXth and Xth Plan)
State-wise Number of New TV Transmitters Installed in India (2002-2007) State-wise Coverage of DD-1 National and DD News in India (As on
31.03.2006)
Private Channel-wise Amount Received/Outstanding Dues on Account ofTaking DD Singals in Respect of India Vs. Pakistan Cricket Series in India
(2005)
Average Viewership to DD Metro in a week (15 + years ) individuals in India(2003)
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Foot Prints of Satellites (2003) Free to Air (F.T.A) Channels in India (2003) Pay Channels in India (2003) Programme Composition of DD Metro in India (2003) Reach of DD- India in Various Countries (2003) Reach of DD Metro Channel (TV Households) in India (2003) Reach of Regional Language Satellite Channels in India (2003) Regional Language Satellite Channels in India (2003) Region-wise Distribution of DD-2 Transmitters in India (As on 31.5.2003) Region-wise Distribution of Regional Language Satellite Transmitters in
India (As on 31.5.2003)
Region-wise Distribution of Studios and DD-1 Transmitters in India (As on31.05.2003)
Sourcing of DD India Programme (2003) State-wise DD-1 Transmitters in India (2003) State-wise Regional Language Service (RLSC) Transmitters in India (2003) State-wise Transmitters and Coverage of DD-2 ( Metro Channel ) in India
(2003)
Companies given Permission for Uplinking of Channels from India (FromApril 2002 to July 2002)
Company-wise Permission Granted for Setting up Teleports in India (2001-2002)
Reach and Viewership of DD/TV Channels (Among TV owing homes) inIndia (2002)
Selected State-wise TV/Cable Penetration in India (2002) State-wise Home Viewers of TV in India (2002) State-wise TV Viewers in India (During 2001-2002) TV Adult ( 15+Yrs.) Viewers in India (2002) TV Channels Permitted to Uplink their Programmes from India (As on
15.3.2002)
TV Homes and Viewers in India (2002) Growth of Cable and Satellite (C andS) Penetration in India (2000 and 2001) Main Findings of the Indian Readership Survey - Television (2001) People Spending Time with TV in India (2000-2001)
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Programme Composition DD-1 in India (2001) Reach of Different DD Channels for all India (2001) State-wise Cable and Satellite (C and S) Homes in India (2001) State-wise Number of TV Homes in India (As per 2001 Census) State-wise TV Coverage in India (As on 1.11.2001) State-wise TV Household in India (2001) TV Scenario in India (2001) Companies given Permission for Uplinking of Channels from India (Prior to
July, 2000)
Company-wise Defaulters of Minimum Guarantee (MG) in India (1999-2000) Most Successful TV Serials and Revenue Earned in India (1997-1998 to
1999-2000)
People Spending Time with TV in India (1997 to 2000) Estimates for Television Homes from Various Sources in India (1998-1999) Growth of Cable and Satelite Homes in India (Urban Areas) (1998-1999) Reach of DD-2 Metro Network in India (1998-1999) Reach of Regional Services in India (1998-1999) Reach of RLS Channels in India (1998-1999) TV Viewers by Regions in India (1998-1999) Production of TV Sets in India (1981 to 1998) Number of Television Relay Centres in India (1961 to 1997) TV Licences Issued in India (From 1962 to 1984) Reach of DD Regional Channels Inside and Outside State in India Satellites Covering India for Broadcasting Television Channels Set Top Box Manufacturers in India
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COMPANY PROFILE
PROPRIETOR : JOHN KUMAR.A
ADDRESS : A J K CABLE TV
NO.72 SAVARI PADAYACHI ST
NELLITHOPE,
PUDUCHERRY
INDIAPHONE: 2201111
NO OF CHANNELS : AJK TV,
AJK GOLD,
AJK REENA,
JAI KRISHNA
INTERNAL EMPLOYEES: 30 MEMBERS
EXTERNAL EMPLOYEES: 200 OPERATORS
COMPANY POLICY : NEVER COMPROMISE IN EQUALITY
CUSTOMER SATISFACTION
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Mission
>> To provide fast, free, reliable and comprehensive information to our users and
connect buyers to sellers.
Corporate Information
The company started offering local search services in 1996 under the Justdial brandand we believe that it is a leading player in a rapidly growing local search market in
India.
The official website www.justdial.com was launched in 2007. Our search service is available to users across multiple platforms, such as the internet,
mobile Internet, over the telephone (voice) and text (SMS).
We believe that our search service bridges the gap between our users and business byhelping users find relevant providers of products and services quickly while helping
business listed in our database to market their offerings.
Facts
For the year ended March 31, 2013 we addressed 364 million search requests from
millions of users across platforms.
Justdial has 08888888888 as their operator assisted hotline number, across India,
which is accessible 24 hours a day, 7 days a week with multi-lingual support.
Justdial Apps are available for the Android, Blackberry and iOS platforms and we
have location based service for our mobile Internet users.
Justdial has a database of approximately 9.1 million listings as of March 31, 2013.
Justdial users have contributed 30,850,128 reviews and ratings for various listings, till
date.
Justdial had approximately 206,500 campaigns as of March 31, 2013. Businessowners have the option to list their business on Justdial's database for free.
With the registered & corporate office based in Mumbai, Justdial also had offices
across India in Ahmedabad, Bengaluru, Chandigarh, Chennai, Coimbatore, Delhi,
Hyderabad, Jaipur, Kolkata and Pune.
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CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
AGE
Table 4.1
Particulars No.of respondents % of respondents
20-30 4 13%
30-40 3 11%
40-50 15 50%
50-60 4 13%
Above 60 4 13%
Source: Primary data
Chart 4.1
INFERENCE
The above table infers that 13% of respondents belong to 20-30 age group, 11%
respondents belong to 30-40 age group, 50% of respondents belong to 4050 age group, 50-60
age group and above 60 age group of respondents were 13%. So most of the respondents
were 40-50 age group.
0
2
4
6
8
10
12
14
16
20-30 30-40 40-50 50-60 Above 60
43
15
4 4
13%
11%
50%
13% 13%
Options
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SEX
Table 4.2
Particulars No.of respondents % of respondents
Male 27 70%Female 3 10%
Source: Primary data
Chart 4.2
INFERENCE
The above table infers that 70% of respondents were male and 30% of respondents
were female. So, most of the respondents are male.
0
5
10
15
20
25
30
Male Female
70 %
30%
Options
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MARITAL STATUS
Table 4.3
Particulars No.of respondents % of respondents
Married 23 77%
Unmarried 7 23%
Source: Primary data
Chart 4.3
INFERENCE
The above table infers that 77% of respondents were married and 23% of respondents
were unmarried. So, most of the respondents were married.
0
5
10
15
20
25
Married Unmarried
77%
23%
Options
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INCOME LEVEL
Table 4.4
Particulars No.of respondents % of respondents
Below 50,000 4 14%
Above
1,00,000
19 63%
Above
50,00,000
72 23%
Source: Primary data
Chart 4.4
INFERENCE
The above table infers that 14% of respondents were getting below 50,000 income,
63% of respondents were getting above 1, 00,000 and 23% of respondents were getting above
50, 00,000 income. So most of the respondents were getting their income has above 1,
00,000.
14%
63%
23%
No.of respondents
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QUALIFICATION
Table 4.5
Particulars No.of respondents % of respondents
School level 3 10%
U.G 8 27%
P.G 7 23%
Professionals 12 40%
None 0 0
Source: Primary data
Chart 4.5
INFERENCE
The above table infers that 10% of respondents were only in school level, 27% of
respondents were in U.G, 23% of respondents were in P.G, 40% of respondents were
professionals. So, most of the respondents were professionals.
0
2
4
6
8
10
12
14
3
87
12
0
10%
27% 23%
40%
0
Options
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TYPE OF ADVERTISEMENT
Table 4.6
Particulars No.of respondents % of respondents
Personal 12 40%
Commercial 11 37%
Social &
awareness
7 23%
Source: Primary data
Chart 4.6
INFERENCE
The above table infers that 40% of respondents were give personal ads, 37% of
respondents were give commercial ads and 23% of respondents were give social awareness
ads. So most of the respondents were give personal ads.
0
2
4
6
8
10
12
14
1211
7
40% 37%
23%
Options
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AWARENESS ABOUT CHANNEL
Table 4.7
Particulars No.of respondents % of respondents
Friends 5 17%
Family 4 13%
Neighbours 7 23%
Others 11 37%
None 3 10%
Source: Primary data
Chart 4.7
INFERENCE
The above table infers that 17% of respondents were know this channel with the help of
their friends, 13% of respondents opinion is family, 23% of respondents opinion is
neighbours, 37% of respondents others opinion is to know this channel. So, most of the
respondents getting awareness this channel based on others opinion.
0
2
4
6
8
10
12
1 2 3 4 5 6
54
7
11
3
17%
13%
23%
37%
10%
Options
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ADVERTISER LIKES TOWARDS AJK CHANNEL
Table 4.8
Particulars No.of respondents % of respondents
Strongly agree 8 27%
Agree 13 43%
Neutral 5 17%
Disagree 3 10%
Strongly
disagree
1 3%
Source: Primary data
Chart 4.8
INFERENCE
The above table infers that 27% of respondents were strongly agree due to likes this
channel, 43% of respondents were agree, 17% of respondents were neutral state, 10% of
respondents were disagree and 3% of respondents were strongly disagree. So, most of therespondents were in agree state because they likes this channel very much.
0
2
4
6
8
10
12
14
Stronglyagree
Agree Neutral Disagree Stronglydisagree
8
13
5
3
1
27%
43%
17%
10%
3%
Options
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AJK TV CHANNEL COVERS MORE AREA
Table 4.9
Particulars No.of respondents % of respondents
Strongly agree 7 23%
Agree 13 43%
Neutral 5 17%
Disagree 2 7%
Strongly
disagree
3 10%
Source: Primary data
Chart 4.9
INFERENCE
The above table infers that 23% of respondents are strongly agree that the channel
covers more area, 43% of respondents were agree, 17% of respondents were neutral state, 7%
of respondents were disagree and 10% of respondents were strongly disagree. So, most of
their respondents are agree that the channel was covers more area in pudhucherry.
0
2
4
6
8
10
12
14
Stronglyagree
Agree Neutral Disagree Stronglydisagree
7
13
5
23
23%
43%
17%
7%
10%
Options
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COMMERCIAL ADVERTISEMENT AFFECT PEOPLES THROUGH AJK
CHANNEL
Table 4.10
Particulars No.of respondents % of respondents
Recall 3 10%
Positive
impression
11 37%
Interest 6 20%
Desire to
purchase/explore
5 17%
Standard of
living
5 17%
Source: Primary data
Chart 4.10
INFERENCE
The above table infers that 10of respondents were recall when saw the commercial ad
through channel, 37% of respondents were positive impression, 20% of respondents were
interest, 17% of respondents were both desire to purchase and standard of living. So, most of
the respondents were getting positive impression after saw the ad.
0
2
4
6
8
10
12
3
11
65 5
10%
37%
20%17%
17%
Options
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PURCHASING BEHAVIOUR OF PEOPLE AFTER ADVERTISEMENT
Table 4.11
Particulars No.of respondents % of respondents
Very likely 9 30%
Somewhat
likely
11 37%
Undecided 3 10%
Not very likely 4 13%
Not at all
likely
5 17%
Source: Primary data
Chart 4.11
INFERENCE
The above table infers that 30% of respondents were very likely their purchasing
behaviour was increased after advertisement, 37% of respondents were somewhat likely state,
10% of respondents undecided to purchase, 13% and 17% of respondents were not likely to
purchase after advertisement. So, most of the respondents were very likely to purchase after
advertisement.
0
2
4
6
8
10
12
Very l ikely Somewhat
likely
Undecided Not very
likely
Not at all
likely
911
34
5
30%
37%
10%13%
17%
Options
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DECIDING BETWEEN THIS CHANNEL AND COMPETING CHANNEL
Table 4.12
Particulars No.of respondents % of respondents
Very much 8 27%
Somewhat 13 43%
Undecided 5 17%
Very little 3 10%
Not at all 1 3%
Source: Primary data
Chart 4.12
INFERENCE
The above table infers that 27% of respondents were very much decided to chosen this
channel, 43% of respondents somewhat decided, 17% of respondents were undecided, 10%
of respondents were very little bit decision to chose this channel, 3% of respondents were not
likely state. So, most of the respondents were somewhat decided to chosen this channel.
INCREASE OF BUSINESS GROWTH DUE TO ADVERTISEMENT
0
2
4
6
8
10
12
14
8
13
5
3
1
27%
43%
17%
10%
3%
Options
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Table 4.13
Particulars No.of respondents % of respondents
Strongly agree 13 43%
Agree 8 27%Neutral 5 17%
Disagree 3 10%
Strongly
disagree
1 3%
Source: Primary data
Chart 4.13
INFERENCE
The above table infers that 43% of respondents were strongly agree that their business
growth was increased, 27% of respondents were agree, 17% of respondents were neutral
state, 10% of respondents were disagree and 3% of respondents were strongly disagree. So,
most of the respondents were strongly agree that their business growth was high due to
advertisement.
CHANNEL IS COST EFFECTIVE
0
2
4
6
8
10
12
14
Strongly
agree
Agree Neutral Disagree Strongly
disagree
13
8
5
3
1
43%
27%
17%
10%
3%
Options
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Table 4.14
Particulars No.of respondents % of respondents
Strongly agree 13 43%
Agree 8 27%Neutral 5 17%
Disagree 3 10%
Strongly
disagree
1 3%
Source: Primary data
Chart 4.14
INFERENCE
The above table infers that 43% of respondents were strongly agree that the channel is
least cost, 27% of respondents were agree, 17% of respondents were neutral state, 10% of
respondents were disagree, 3% of respondents were strongly disagree. So, most of the
respondents were strongly agree that the channel is least cost effective.
PROVIDING OFFERS
0
2
4
6
8
10
12
14
Strongly
agree
Agree Neutral Disagree Strongly
disagree
13
8
5
3
1
43%
27%
17%
10%
3%
Options
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Table 4.15
Particulars No.of respondents % of respondents
Strongly agree 11 37%
Agree 6 20%Neutral 5 17%
Disagree 5 17%
Strongly
disagree
3 10%
Source: Primary data
Chart 4.15
INFERENCE
Form the table it is infers that 37% of respondents were strongly agree that the ajk tv
channel provides offers for their ad, 20% of respondents were agree, 17% of respondents
were in neutral state, 17% of respondents were disagree and 10% of respondents were
strongly disagree. So, most of the respondents were strongly agree that the ajk tv channel was
provided offers for their ad.CLEARLY AND EFFECTIVELY
0
2
4
6
8
10
12
Strongly
agree
Agree Neutral Disagree Strongly
disagree
11
65 5
3
37%
20%17% 17%
10%
Options
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Table 4.16
Particulars No.of respondents % of respondents
Strongly agree 13 43%
Agree 7 23%Neutral 5 17%
Disagree 2 7%
Strongly
disagree
3 10%
Source: Primary data
Chart 4.16
INFERENCE
From the above table it is infers that43% of respondents was strongly agree that the ajk tv
channel were clear and effective, 23% of respondents were agree, 17% of respondents were
in neutral state, 7% of respondents were disagree and 10% of respondents were strongly
disagree. So, most of the respondents were strongly agree that the channel is very clear and
effective for telecasting the ad.
REFLECTIONS TOWARDS AD
0
2
4
6
8
10
12
14
Strongly
agree
Agree Neutral Disagree Strongly
disagree
13
7
5
23
43%
23%
17%
7%
10%
Options
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Table 4.17
Particulars No.of respondents % of respondents
Dependable 9 30%
Honest 8 27%Reliable 4 13%
Sincere 5 17%
Trustworthy 4 13%
Source: Primary data
Chart 4.17
INFERENCE
Form the above table it is infers that 30% of respondents opinion reflection of ad was
dependable, 27% of respondents were honest, 13% of respondents was reliable, 17% of
respondents was sincere and 13% of respondents was trustworthy. So, most of ther
respondents reflection was dependable in nature
AJK TV CHANNEL IS EXPERTISE
0
1
2
3
4
5
6
7
8
9
10
Dependable Honest Reliable Sincere Trustworthy
98
4
5
4
30%
27%
13%
17%
13%
Options
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Table 4.18
Particulars No.of respondents % of respondents
Well
experienced
12 40%
Experienced 10 33%
Inexperienced 8 27%
Source: Primary data
Chart 4.18
INFERENCE
From the above it is infers that 40% of respondents opinion is ajk channel was well
experienced, 33% of respondents opinion was experienced, 27% of respondents was
inexperienced. So, most of the respondents opinion was that the ajk channel is well
experienced for telecast their ad.
MORE PUBLICITY OF AJK
0
2
4
6
8
10
12
14
Well experienced Experienced Inexperienced
12
10
8
40%
33%27%
Options
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INTERACTION AJK TV CHANNEL EMPLOYEES
Table 4.21
Particulars No.of respondents % of respondents
More friendly 10 33%
Good
relationship
14 47%
Bad
relationship
6 20%
Source: Primary data
Chart 4.21
INFERENCE
The above table infers that 33% of respondents were that the interaction was friendlier,
47% of respondents opinion is good relationship, and 20% of respondents were that the
interaction was bad relationship. So, most of the respondents opinion is ajk tv channel
employees having more friendly nature towards the advertisers.
0
2
4
6
8
10
12
14
16
More friendly Good relationship Bad relationship
10
14
6
33%
47%
20%
No.of respondents
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GETTING BENEFITS
Table 4.22
Particulars No.of respondents % of respondents
Offer 11 37%
Discounts 7 23%
Sometime free
advertise
4 13%
No benefits 4 13%
None 4 13%
Source: Primary data
Chart 4.22
INFERENCE
From the above it is infers that 37% of respondents getting offer for their ad, 23% of
respondents getting discounts, 13% of respondents getting sometime free offer, sometime
they are get any benefits. So, most of the respondents getting offer for their ad.
0
2
4
6
8
10
12
Offer Discounts Sometime
free
advertise
No benefits None
11
7
4 4 4
37%
23%
13% 13%
13%
No.of respondents
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RESPONSE AFTER ADVERTISEMENT
Table 4.23
Particulars No.of respondents % of respondents
Excellent 13 43%
Very good 8 27%
Good 5 17%
Marginal 3 10%
No response 1 3%
Source: Primary data
Chart 4.23
INFERENCE
The above table it is infers that 43% of respondents response was good after saw ad,
27% of respondents was very good, 17% respondents was good, 10% of respondents was
marginal state, 3% of respondents opinion is no response when people after saw ad. So most
of the respondents response was excellent..
0
2
4
6
8
10
12
14
Excellent Very good Good Marginal No response
13
8
5
3
1
43%
27%
17%
10%
3%
No.of respondents
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ANALYSIS USING WEIGHTED AVERAGE METHOD
BASED ON COST EFFECTIVE AND OFFERS
Table 4.24
Options Strongly
agree Agree Neutral Disagree
Strongly
Disagree
Cost
effective
13 8 5 3 1
Provide
offers
11 6 5 5 3
Source: primary data
point
weightage 5 4 3 2 1
Factors
Strongly
agree Agree Neutral Disagree
Strongly
Disagree Total Avg Rank
Cost
effective 13 8 5 3 1 119 1.19 1
Provide
offers 11 6 5 5 3 110 1.10 2
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INTERPRETATION:
The above table infers that the advertisers gives more weight age
First to the Cost of effective. Second to the Provide offers.
This shows that the Advertisers are highly cost effective, so it leads to provide offers
enrichment towards the cost effective.
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ANALYSIS USING CORRELATION ANALYSIS:
BASED ON AJK TV CHANNELS COVERS MORE AREA AND MORE
POPULARITY
Table No.25
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
More popularity *
Covers more area30 100.0% 0 0.0% 30 100.0%
More popularity * covers more area Cross tabulation
Count
Covers more area Total
Strongly
agree
Agree neutral Disagree Strongly
disagree
More
popularity
Strongly agree 7 1 0 0 0 8
Agree 8 4 1 0 0 13
Neutral 0 0 4 1 0 5
Disagree 0 0 0 1 2 3
Strongly
disagree0 0 0 0 1 1
Total 15 5 5 2 3 30
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Symmetric Measures
Value Asymp. Std.
Errora
Approx.
Tb
Approx.
Sig.
Interval byInterval
Pearson's R .883 .037 9.953 .000c
Ordinal by
Ordinal
Spearman
Correlation.804 .083 7.157 .000c
N of Valid Cases 30
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
INTERPRETATION:
The value obtained is in positive. From the correlation analysis it is inferred that, the
advertisers have the positive feedback on when the channel covers more area and popularity.
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CHAPTER V
5.1 FINDINGS OF THE STUDY
Based on the survey most of the respondents age is 40-50 and their percentage is(50.13)
Most of the respondents are male (70%). From the above table infers that most of the respondents are married (77%). When the majority of the respondents are a professional(40%), and U.G & P.G 9s
(27%) & (23%).
Based on the respondents mostly respondents are giving commercial as well as thepersonal advertisement towards this channel.
From the survey majority of the respondents are knowing about this channel isbased on their family (17%), friends (13%), neighbours (23%) and others (37%).
Based on the survey that the respondents likes this channel is agreed and alsostrongly agree.
When the survey that the channel covers more area most of the respondents areagreed but some respondents are disagree because respondents opinion is this
channel does not cover all areas. When the survey that the commercial advertisement affects people through ajk tv
channel 10% of respondents are recall for seeing the ad, 37% of respondents are
having positive impression, 20% of respondents are interest to see the ad.
From the survey based on the advertisement how likely people to purchase theproduct in future, most of the respondents are somewhat likely.
Based on the survey deciding between this channel and competing channel howmuch ad influence to buy the product, 43% of respondents are somewhat to
purchase, 27% of respondents are very much to purchase.
From the survey does the business growth is increased due to advertise in thischannel most of the respondents are strongly agreed and their percentage is 43%,
27% of respondents are agreed, 10% of respondents are disagree because channel
does not covers all areas so people does not aware about the products.
When the survey the ajk tv channel give any offer, 37% of respondents are stronglyagreed, 20% of respondents are agreed.
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Based on the survey reflection of advertiser feeling towards ajk tv channel, mostof the respondents are dependable their percentage is 30%, 27% of respondents are
honest, 13% of respondents are reliable and trustworthy.
As per the survey, the channel is experience to advertise the ad 40% ofrespondents are well experienced, 33% of respondents are experienced and 27% of
respondents are inexperienced
The above table infers that believe of advertiser towards ajk tv channel is morepublicity, 43% of respondents are agreed, 27% of respondents are strongly agreed
and 10% of respondents are disagreed.
The table infers that why advertiser choose ajk tv channel most of the respondentsare giving their opinion is its is more publicity (47%), reaching customers 40%,
Low cost (13%).
The table infers that the ajk tv channel employees how interaction with you, mostof the respondents good relationship (47%), more friendly 33%, 20 % of