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SUMMER TRAINING PROJECT REPORT ON STRATEGIES USED BY AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY

ADVERTISING

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION TO GAUTAM BUDDHA TECHNICAL UNIVERSITY, LUCKNOW FOR THE SESSION 2012-13 SUBMITTED BY PRADEEP SINGH MBA SEMESTER 3 Roll No. - 1136370032

UNDER GUIDENCE OF MRS. POOJA BAJAJ ASST. PROF. AIMT

UNDER SUPERVISION OF DR. V. B.SINGH HOD AIMT

AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY Maurawa Road, Mohanlalganj, Lucknow Website: www.aimt.edu.in

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DECLARATION

I, PRADEEP SINGH, hereby declared that the research work presented in this report entitled ADVERTISING STRATEGIES USED BY AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY for the fulfillment of the award of Master in Business Administration (M.B.A.) from GAUTAMBUDDHA TECHNICAL UNIVERSITY (G.B.T.U.); LUCKNOW is based on my work during the summer training in the AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY. The project embodies the result of original work and studies carried out by me and the contents of the project do not form the basis for the award of any other degree to me or to anybody else.

DATE:

(PRADEEP SINGH) MBA (3rd semester) Roll No. (1136370032)

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ACKNOWLEDGEMENT
First and foremost, I would like to thank AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY, for placing its belief in me and providing me a launch-pad to work on a key project. I would like to express my deepest sense of gratitude to DR. V.B.SINGH (HOD MBA, AIMT) for constantly pushing me forward and lending all his support and guidance throughout the project, without which the project would not have been as successful as it has been. Having him as a mentor was a great privilege. I would also thank MRS. POOJA BAJAJ for their great help. Last but not the least; I would thank the staff AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY at for all their support. And lastly, it is only when one writes and realizes the true power of MS Word 2010, from grammar checks to replace all. It is simple. And the power of Windows XP the OS where MS Office is: Thank you Mr. Bill Gates and Microsoft Corporation.

DATE: PLACE:

PRADEEP SINGH MBA III SEMESTER AIMT, Lucknow.

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PREFACE
Marketing of services plays a vital role in todays business scenario in consumer product Company, when there is such a high competition in the market. The emphasis in the project is on providing the in deft knowledge of marketing strategies used by colleges in Lucknow, basically for the AIMT. The summer project is designed to provide participation of MBA program as on the job experience. This has given a chance to try and apply the academic knowledge and gain insight into corporate culture. This helps in developing decision-making abilities and emphasizes on active participation by the student. We gained valuable experience & knowledge during the field visit & survey. The project consists of our findings after data analysis & then conclusions were drawn and finally recommendations were put forward.

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EXECUTIVE SUMMARY
The objective of the project is to study the impact of marketing strategies of Ambalika on Admission. The report contains a brief introduction of AIMT, LUCKNOW and its various products & services. AIMT is the largest player in the education sector. In todays corporate and competitive world, I find that Education sector has the maximum growth and potential as compared to the other sectors. The success story of good market share of different market organizations depends upon their Marketing strategies, which gives him competitive advantage over other organisations. In case of Ambalika Institute of Management and Technology the marketing strategies are the leading point which gives it competitive advantage over other colleges. AIMT uses the aggressive and effective marketing strategy for its promotion and admission purpose. It uses the all promotion tools such as hoardings, T.V. ads, and newspaper etc very effectively.

Ambalika Institute of Management and Technology is one of the most prominent professional institutes amongst the dozen educational institutes founded by the Ambalika group. The Institute is going to develop an educational city of its own with the aim of developing an educational hub of all kinds of professional studies and activities under one roof, with world class infrastructure and facilities. In short AIMT is the place to be for all those who dream of making it big in this world!

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CONTENT STRUCTURE Part-1


Company Profile AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLGY(AIMT) Business Activities

Part-2
Conceptual Study of Promotion Mix Promotion Strategies Outdoor and Transit Media Introduction and Achievements Result Analysis Admission Ratio Industrial tie-up College wise Status Future Endeavours Research Methodology Objective of study Nature and scope of the Study

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Research Methodology Introduction Research process Research Design Sample Design and Sampling Plan Data Collection and Research Instrument Limitation of the Study

Part-3
Interpretation and Analysis of Data Results and Findings Conclusion Recommandations

Part-4
Bibliography Annexure

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PART-1

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COMPANY PROFILE
AMBALIKA group was established to provide high quality professional education in the streams of Engineering and Management. The Trustee is currently managing Ambalika Construction Limited, Ambalika Chit fund Limited and Ambalika Farms & Resorts ltd. The main line of business of the promoters is Infrastructure Development activities, Building Construction, Machinery Rental, Transportation & Logistics, Earthwork, Mining and Crushing. The business is carried out in the group main company Ambalika Construction Limited. Groups current year turnover is estimated to be around Rs.40 cr. Uttar Pradesh is the one of the big state of the country. It has vast natural resources. But it is still backward in the field of Technical and Management Education in particular. This adversely affects the industrial growth and overall economy of the state. Therefore, there is urgent need of expansion of management and technical education in the state. Ambalika group of companies is a well renowned brand name in the industrial sector. It also has spread its wings in the education sector with its academic institution's presence in Pratapgarh. Dynamic and challenging times call for agile Managers and Engineers who can forecast and respond to the changes around them. Keeping this thing in mind, Ambalika Group has established itself successfully and spread its wings in both the industry as well as the academics. The group was started by Mr.B.C.Mishra His dedication and devotion has led to the establishment of several venturesthereby providing a numerous employment opportunities and contributing in the development of the economy.

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The group consists of

AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLO AMBALIKA CONSTRUCTION LTD. AMBALIKA RENTAL DIVISION, READYMIX CONCRETE. EQUIPMENTS RENTAL CIVIL (NO.1 IN NORTH INDIA) AMBALIKA SOFTWARE SOLUTIONS (TWA INTERNET TECHNOLOGIES PVT. LTD A SISTER CONCERN COMPANY) AMBALIKA CHITFUND PVT LTD. AMBALIKA INFRASTRUCTURE PVT LTD. STONEMART INDIA ASHLAY INFRASTRUCTURE

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CONSTRUCTION

Client Name

Project Name Chairmans Office

Type of Work

Entire work from structure to Sahara India cum Residence finishing and interiors. Building Command Office Sahara India Building finishing and interiors. Entire work from structure to Sahara India Office Building finishing and interiors. Sahara India Ansal Properties and Infrastructure Sushant Golf City Limited Ansal Properties and Infrastructure Sushant Golf City Limited Ansal Properties and Infrastructure Sushant Golf City Limited Ambalika Institute Ambalika Welfare Foundation of Management and Entire Construction Work Construction of Model House Road Construction Work Land Development Work Sahara Ganj Mall Involved with structure work. Entire work from structure to

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Technology St. Josephs St. Josephs Hospital Hospital Boudh Vihar Shanti U.P.R.N.N. Upvan Manyawar U.P.R.N.N. Kanshiram Ji Smarak Sthal L.D.A. Security Barrack Entire Construction Work Civil related work Civil related work Construction of Second Floor

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RENTAL
S.N. Client Name S.N. Client Name M/s Hindustan Construction 1 M/s Larsen & Toubro Limited 8 Limited M/s Lafarge Aggregates & 2 Concrete India P.Ltd. M/s ITD Cementation India 3 Ltd. M/s Ultratech Cement Limited 4 (Aditya Birla Group) M/s Petron Civil Engineering 5 Pvt. Ltd. M/s Shapoorji Pallonji & Co. 6 Ltd. M/s Ansal Properties & 7 Infrastructure Ltd. 14 M/s AND Infracon Pvt. Ltd. 13 M/s Jyoti Build-Tech Pvt. Ltd. 12 Pvt. Ltd. 11 Infrastructure Ltd. M/s Paramitha Constructions 10 Limited M/s Brahmaputra 9 Ltd. M/s Ramky Infrastructure M/s Prestige Urban Infratech

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AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY

AIMT is one of the most prominent professional institutes amongst the dozen educational institutes founded by the Ambalika group. The Institute is located at Mohanlalganj, on the outskirts of Luck now. Surrounded by 200 acres of lush green, sprawling mango orchards and 25 acres of beautiful lake, the institute ensures a peaceful and serenity filled, scenic environment; setting an enviable benchmark for others to follow. Equipped with centrally air-conditioned classrooms and latest equipments, the institute is an amalgamation of latest technology and modernity.

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The Campus is located near NH-56B, 33 Km from Lucknow Railway Station and 20 Kms from Amausi Airport, Lucknow. The state of the art Laboratories, a well-equipped Library-cumInformation Centre, A spacious workshop, wide exposure and a cadre of highly qualified and experienced teachers, makes AIMT an ideal place for learning. AIMT has grown steadily to attain an esteemed position among the institutions in Lucknow. It has carved a niche for itself in the field of teaching and research. It provides a strong base for the engineering and management students so that they can stand firmly and move confidently towards a brighter future. The Institute is going to develop an educational city of its own with the aim of developing an educational hub of all kinds of professional studies and activities under one roof, with world class infrastructure and facilities. In short AIMT is the place to be for all those who dream of making it big in this world!

SOULS OF THE COLLEGE


Mr B. C. Mishra Mrs. Rama Mishra Mr. Pramod Tiwari Mr. Ambika Mishra Mrs. Aradhana Mishra

Chairman Vice Chair Person Chief Patron Secretary Treasurer

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BACKBONE: ADVISORY BOARD


1. Ms. Rita Singh Chairperson, Mascos Group

2.

Mr. Sanjay Chakravorty

MD.,SOILMEC, Foundation Equipment Pvt. Ltd.

3.

Mr. Kumar Binit

Vice President, India Bulls

4.

Mr. Sunil Kumar

Vice President/Group Head, Infrastructure Division Greaves Cotton India Ltd.

5.

Mr. S. Sondur

Vice President, RMC India

6.

Prof. M.S. Sodha

Ex. Vice Chancellor, Univ. of Lucknow, Lucknow

7.

Prof. S.C. Srivastava

Dean & Prof. of Electrical Engineering, IIT Kanpur

8.

Dr. Y.P. Gupta

Prof. & Head (Retd.) Civil engineering MNIT Allahabad

9.

Mr. Ashok Sharma

IAS, Vice Chairman, J.P. Associates

10.

Mr. Dharmendra Deo Mishra.

I.A.S. (Retd.)

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VISION, MISSION & OBJECTVIVES VISION:


AIMT, too has certain visions and its actions aim at fulfilling these To be a premier International institution having collaborations with the leading institutes of the world. To provide state of the art facilities and world class education, training, research, Consultancy and outreach services in the areas of Engineering Technology & Management.
To promote professional ethics and a sense of civic responsibility, empowering the students

to be leader entrepreneurs in their respective fields and society as a whole.

MISSION:
To provide a comprehensive education that prepares students to contribute effectively to their profession and society.
To enable take the students to develop and nurture the competence and confidence to on

the technological challenges of tomorrow.

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COURSES OFFERED
Masters In Business Administration (MBA) Bachelors In Technology (B.Tech) Diploma ITI* L.L.B.* *PROPOSED
The B. Tech is approved by AICTE, Min. of HRD, the government of INDIA.

B. Tech is available in following disciplines: Computer Science & Engineering (120) Information Technology & Engineering (60) Electronics & Communication Engineering (180) Civil Engineering (120) Mechanical Engineering(60) Diploma in Civil (60) Diploma in Mechanical (60) Diploma in Electronics & Communication (60) M.B.A is available in following disciplines: Human Resource Finance Marketing
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Future Courses: * LL.B. (5 yrs.) * B Pharm. * BBA * Mass Comm. * PGDBM * B. Arch * BCA * MCA

Technical Field
Its not about engineering Its about Imagineering A chance to imagine and innovate. Utilization of your talent. Low time required for high salary Easy Growth. Number of opportunities. Job security. Professional course promotes entrepreneurship. Contributes towards the GDP of the nation.

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Management Field Redefining businessRedefining goals


To change your career To inculcate entrepreneurship skills To gain the competitive edge in a competitive world To develop technical expertise and business savvy quickly To advance your career To gain valuable networking resources To enhance your financial position To enjoy greater job security To enjoy greater job satisfaction and self-satisfaction To become a leader in an emerging field To develop your personality as a whole.

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ADMISSION GUIDELINES Post Graduate Programme: Master of Business Application (MBA):


The two-year full time master's degree programme in Business Administration is affiliated to the Gautama Buddha Technical University, Lucknow. The course enables students to understand and apply the concepts of business management to real world business problems. This course equips the student with sound conceptual as well as practical knowledge of the field, in addition to providing professional training, enhancing overall personality, improving communication skills, developing team building skills, etc. The Institute provides dual specialization, i.e., the student is required to choose any two of the under mentioned areas at the beginning of the second year, as specified by the University.

Human Resource Management. Marketing Management Financial Management

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ADMISSION FORM
Application forms for the admission and details can be received from the Institutes office on payment of Rs.1, 000/-. If required by registrations post, please send crossed bank drafts forRs.1200/- in favour of Ambalika Institute Of Management & Technology(for Diploma, B.Tech& MBA) payable at Lucknow. For web application, you can log on to our website address mentioned below and register yourself. After you are registered on the website, we will provide you with the form for the admission and registration. The Institute makes sure to provide you relevant information from time to time. Email:education@aimt.edu.in Web:www.aimt.edu.in

GraduateProgramme B.Tech
This is a four years full time programme leading to a Bachelor's Degree in Technology from the Gautama Buddha Technical University. While the first year of study includes the basic conceptual subjects common to all branches, from the second year onwards, the student imbibes the specialized concepts and applications of any one of the following branches of Engineering. At all stages, theory is adequately supplemented and corroborated with various specialized laboratories, projects and workshops:

Computer Science Information Technology Electronics and Communication Mechanical Engineering


Civil Engineering

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INFRASTRUCTURAL HIGHLIGHTS
Being a part of reputed construction company, college posses stupefying infrastructural highlights in the campus: Aesthetically designed Air Conditioned campus and phenomenal infrastructure. Classrooms are equipped with modern Teaching Aids, like digital mamiyo. LCD projectors, Visualised. NPTEL Lectures.

Sophisticated Laboratories. Enormous library along with digital library. Spacious, well-equipped and well managed boys and girls hostel. Good facilities for Indoor and Outdoor Sports and Games Air-conditioned and spacious canteen with quality food-items.

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C.C. T.V.

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FRONT VIEW OF THE COLLEGE

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CENTRAL HALL

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CLASS ROOM

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LABORATORIES
To facilitate the practical implementation of theoretical learning, our premises is equipped with state of-the-art laboratories. We actively cater to the needs of the students making use of the latest equipments and instruments available for experimentation. All our laboratories have been constructed with care and caution and we have followed all the requisite guidelines prescribed universally for our various laboratories.

Applied Chemistry Lab Applied Physics Lab Electrical engineering Lab Mechanical Lab Engineering Drawing Hall Computer Lab

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Academic Advancement
AIMT has various kinds of facilities, provided first time by any college, that not just enhances the educational background of the college but also provides a nurturance to achievements of the college. Personality development classes through V-SAT Pre Tie-ups with MNCs Totally WI-FI campus. In house organic food products Hostel with 24x7 Power backup Residence for dedicated faculty for hostel. Proper conveyance to students as well as to its employees. 24x7 medical facility is present for the students and employees of AIMT. Software based management of the college.

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Project Management
What is a project? A project is generally defined as a programmer of work to bring about a beneficial change and which has: -

o o o o

A start and an end A multi-disciplinary team brought together for the project Constraints of cost, time and quality A scope of work that is unique and involves uncertainty

Examples of a project: The development and introduction of new services The development of a management information system The introduction of an improvement to an existing process Setting up a new care initiative The creation of a large tender or the preparation of a response to it The production of a new customer newsletter, catalogue or Web site

How is a project different to any other work? A continuous process is not a project. The development of a new rent or lettings policy is a project but the subsequent day-to-day operation of that policy is a continuous process that is usually managed by an individual or a department.

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When is Project Management relevant? Relevant to any job if it has the following features: A defined goal Time, cost and quality (or functionality) constraints Requires expertise and support from other functions Involves a unique (to you or the organization) scope of work Using a project team approach helps to achieve the beneficial gain in a structured, controlled and cost effective way. What is the Project Management Methodology? If a project has a beginning and an end, what is its life cycle and how is it managed? To be effective and workable project methodologies should be appropriate to the task and the organization. For simple projects in a small organization, agreed milestones, a few checklists and someone to steer the project are all that are required. For complex projects in a large organization a more structured approach is needed, to set up and approve the project, monitor and guides its progress, solve its problems, deliver the end product (or gain) and close it down.

In order to understand the methodology we need to look at the project life cycle. The detailed life cycle will be dependent upon the size and type of organization and the size and type of the project. However, in outline they all have very similar elements.

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PROJECT LIFE CYCLE

Preparation

Start Up UpPreparation Feasibility UpPreparation Definition & Planning Close Down UpPreparation

Implementation Up UpPreparation

A typical methodology would involve a number of stages and activities, which occur at different parts of the life cycle.

The preparation stage involves the project manager and sponsor in the preparation and approval of an outline project justification, plan and project budget.

The start up stage involves the selection and briefing of the project team and some discussion on the roles and organization.

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The Feasibility or Research stage will establish whether the project is feasible and establish the risks and key success measures. Unless the organization undertakes research or new product development, feasibility often means can this process or technology be cost effectively applied to the organization or department, rather than is it generally feasible. It may include the identification of external resources such as specialist consultants or product and service providers who may wish to tender goods, software or service for the project.

The work will be undertaken by the team (which may include external consultants) and cocoordinated by the project manager. This team should consist of the key users or main beneficiaries of the beneficial change the project is delivering (hence the term project deliverables or products. They may be line managers, supervisors or staff with particular skills. They must be the best people available and never those who can be spared because they have difficult or awkward personalities. The object is to build a team that is better than the sum of the individuals.

Defining and planning the project in more detail by writing and publishing a full definition of the project and determining a project plan. This work is undertaken by the team and co-ordinated by the project manager. Both should be communicated widely to ensure maximum understanding of the projects objectives by all staff who will be affected by the project. Now is the time to ensure their input to minimize surprises at a later stage.

The implementation stage involves the execution of the project as agreed, whilst carefully monitoring progress and managing changes. The team may need to be expanded at this stage to resource all the tasks. If so, it is essential they are fully briefed and feel included as part of the team.
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When project management is not an integrated part of an organizations culture it is a very good idea to undertake some team building events that allow the team to work together in a competitive but non-threatening environment. As people get used to forming and dissolving teams the need for and style of such team building events will be decided by the team.

The close down stage involves the satisfactory delivery (satisfactory to the project customer that is) of the products or services that achieve the beneficial gain. A project review should be held to learn the lessons. These should be formally documented and
published warts and all.

Objectives of Project Management:

o o o o o o o o o

Define the project Reduce it to a set of manageable tasks Obtain appropriate and necessary resources Build a team or teams to perform the project work Plan the work and allocate the resources to the tasks Monitor and control the work Report progress to senior management and/or the project sponsor Close down the project when completed Review it to ensure the lessons are learnt and widely understood.

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PART-2

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CONCEPTUAL STUDY OF PROMOTION MIX


People no longer buy shoes to keep their feet warm and dry. They buy them because of the way the shoes make them feel masculine, feminine, rugged, different, sophisticated, young, glamorous, "in" buying shoes has become an emotional experience . Our business now is selling excitement rather than shoes. - Francis C. Rooney

Modern Marketing Trends:


Modern marketing calls for more than developing a good product it attractively and making it accessible to target customers. Companies must also communicate with their present and potential customers. Every company is inevitably cast into the role of communicator and promoter. What is communicated, however should not be left to change. To communicate effectively; companies hire advertising agencies to develop effective ads; sales promotion specialists to design sales incentive programmes and public relations firms to develop the corporate image. They train their sales people to be friendly and knowledgeable. For most companies, the question is not whether to communicate but rather what to say, to whom.

Promotion Technique :
Promotion influences demand by communicating product and company message to the market. A promotion Techniques involves the co-ordination of all communication efforts aimed at a specific audience; consumer and shareholder. The most critical promotional question is the proper mix of advertising, personal selling, sales promotion and publicity. The promotion mix is usually co-

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ordinated on a campaign basis, taking the campaign may efforts include a total campaign with one unified theme. All promotion messages tie in to this theme in one way or the, rather than conflicting with it.

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PART-3 INTRODUCTION TOTHE TOPIC

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ADVERTISING:
What is Advertising: The word Advertising has its origin from a Latin word Adventure which
means to turn to. The dictionary meaning of the word is to announce publicity or to give public concerned to a specific thing which has been announced by the advertiser publicity in order to inform and influence them with the ideas which the advertisement carries. In business world the terms in mainly used with reference to selling the product of the concern. The advertising, as Jones defines it is "a sort of machine made mass production method of selling which supplements the voice and personality of the individual salesman, such as manufacturing the machine supplements the hands of the craftsman." It is thus a process of buying/sponsor/identified media space or time in order to promote a product or an idea. From a careful scrutiny of the above definition, the following points emerge: Advertising is a paid form and hence commercial in nature. This any sponsored communication designed to influence buyer behaviour advertising. Advertising is non-personal. Unlike personal selling, advertising is done in a non-personal manner through intermediaries or media whatever the form of advertisement (Spoken, written or visual). It is directed at a mass audience and not directed at the individual as in personal selling. Advertising promotes idea, goods and services. Although most advertising is designed to help sell goods, it is being used increasingly to further public interest goals. Advertising is identifiable with its sponsoring authority and advertiser. It discloses or identifies the source of opinions and ideas.

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Advertising thus is :

1. Impersonal, 2. A communication of ideas, 3. Aimed at mass audience, 4. By a paying sponsor. The two forms of mass communication that are something confused with advertising are publicity and propaganda. If we eliminate the elements of the "paying sponsor" (The paid requirement) we would have the element of publicity left For publicity is technically speaking, advertisement without payment. In a similar manner. If we eliminate the requirement of an "identified sponsor", the resulting communication is propagandistic. It is important for us to emphasize that advertising may involve the communication of ideas or goods of service. We are all aware that advertising attempts to sell goods and services. But we may overlook the more important fact that it often sells ideas. Advertising may persuade with information; it may persuade with emotion: more frequently, it endeavours to persuade with some mixture of both.

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(1) Electronic Media


Advertisers use two types of media to reach target consumers over the airwaves; radio or T.V.

(A) Radio :

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Advertisers using the medium of radio may also be classified as National or Local advertisers. The radio is a prominent vehicle of advertising in our country and accounts for a large sum of the total advertising budget. The radio serves principally local rather than national or large regional markets. Many small advertisers use the radio. So do some large organizations. When T.V. became a factor in the advertising scene, some industry observers felt that radio advertising might become insignificant or even disappear. This has not been so, for radio operators have responded to the challenge by offering programmes that features music etc. which appeal to local audience consumers have responded very favourably to this approach. Moreover TV does not have much coverage in our country.

(B) Television:
T.V. - Advertising Media: Late in India, a growing class of advertising media has been the TV. In

our country, commercial advertising on TV is severely limited because broadcast timings are only in the evenings. The TV is a unique combination timing of sight and sound and achieves a deeper impact than the other media do. This is particularly advantageous for advertisers whose product require demonstration. TV advertising offers advantage of impact, mass coverage, repetition, flexibility and prestigious. In our country not everyone has a TV set; therefore it does not reach everyone. Moreover, in rural India where 76.31% of our population lives. There are hardly any TV sets, except at the community centres where electricity is available. Moreover, TV programmes in our country do not offer much selectivity. The translation is limited; any centres do not have TV towers.

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TV appeals to both the senses of sound and of sight. As a result is combines the two to produce high-impact commercials. Finally, the fact that product or service is promoted on TV may build a prestigious image of the product and its sponsor. The pleasure derived from watching TV is at least potentially transferable to the advertising message delivered through the medium.

(II) PRINT MEDIA


The print media carry their massages entirely through the visual mode. These media consist of newspapers, magazines and direct mail.
(A) Newspaper:

A sizable share of the total advertising budget is spent on advertising in newspapers. Newspapers in our country virtually reach most of the homes in the cities. Since newspapers are local, marketers can easily use them to reach particular markets. This selectivity is easily rigorous. Some are in the twelve-hour range. From the viewpoint of the advertiser, newspaper offers several advantage, they are local in content and appeal and provide opportunity for direct communication between a product and its local dealers or distributors. Because newspapers supply news, they offer an atmosphere of factual information and of currency that may be favourable for some advertising situations. Advertisers can reach a very broad audience through newspapers which offer great flexibility. The advertisers may choose the specific area to be covered and the advertisement can be placed in newspapers at very short notice as compared with other media.

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(B) Magazines:

Magazines are also mean of reaching different market, both original and matinal and of general and specific interest. An organisation may approach national markets through such publication as Business India, Famina, Sportsweek, India Today, Business World and Film fare. Some marketers divide their market on the basis of such variable as age, educational level and interest magazines. Magazines are divided into those parts that serve business, industrial consumers, ladies, sports etc. The diversity of magazines is tremendous. Some offer news or together "General Interest" content to huge audience. Others are highly specialised, technical or even exotic. In general, magazines offer advertiser the opportunity to reach highly selective audience. The primary advantage of magazine advertising is selectivity of market targets; quantity reproduction long life; the prestige associated with some magazines; and the extra service offered by many publications. The quality of magazines reproduction is usually high. Consumers sometime keep individual copies for long period of time; reread them or pass them on to other. Some magazines have prestige value. The marketer can cover national or large regional markets at a low cost per contract (per individual reached). Magazines generally offer high-quality printing of advertisement.

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OUTDOOR AND TRANSIT MEDIA


(A) Outdoor Advertising: Outdoor Advertising :Outdoor advertising involves the use of sign and bill-boards, posters or

displays (such as those that appear on a buildings wall) and electric spectacular (large, illuminated, sometime animated sign and display). The marketers may purchase billboards on the basis of showings. A showing indicates the percentage of the total population of a particular geographic area that will be exposed to it during one month period. The highest showing is 100. Here the number of billboards is would attract approximately 50% of the local population about 20 times during a month. Sings are usually smaller than billboards and are erected and maintained by the marketer rather than by the advertising media. This form of advertising has the advantage of communication quick and simply ideas of repetition and of the ability to promote products that are available for sales. Outdoor advertising is particularly effective in metropolitan and other can use this medium to bring the products to the attention of consumers or to remaining them of the product, while they are on shopping trips or area disposed towards shopping. Advertisers may utilize this medium to economically reach a large mass of people or small local markets.

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(B) Transport Advertising:

Transport advertising appears on the inside or outside of taxis, buses, railways and other modes of passenger transportation. Marketers may use transit advertisement to attain high exposure to particular groups consumers on theory way to and from work and tourists. Repeat exposure is possible for a majority of the people in our country use public transport basis. Transport advertising is useful in reaching consumers at an advantageous point which they are embarking on a shopping trip. This medium is a low cost medium.
Hordings.

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RESEARCH METHODOLOGY

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OBJECTIVE OF THE STUDY


Primary objective:
To study the impact of advertising strategy of AIMT

Secondary objective:
Analysis of the various mediums of advertising used by AIMT. To find how HOARDINGS are helpful in spreading awareness about the college. To find how ADVERTISIMENTS BROADCASTED are helpful in spreading awareness about the college.

NATURE AND SCOPE OF THE STUDY

This study undertaken for AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY aims to study and analyse the impact of marketing strategies of AIMT. This has been done by preparing a questionnaire which contains questions put forth to the respondents which would help in analyzing the perception and willingness level of students towards of AIMT.

This study would help in identifying the reasons for which students prefer AIMT. All this would help in giving suggestions to AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY in improving their services.

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RESEARCH:Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. Research is an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. Research as the manipulation of things, concepts of symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art. The Research Methodology followed for further work can be primarily classified into two stages namely Exploratory and Descriptive. The stepwise details of the research are as follows:

RESEARCH METHODOLOGY:Research Methodology is a way to systematically solve the research problem. In research methodology we not only talk of the research methods but also consider the logic behind the methods or technique and why we are not using others so that research result are capable of being evaluated either by the research himself or by others.

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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 main type of research design is;Exploratory Research Design Descriptive Research Design

Exploratory Research Design:This type of research is also known as formulate research studies. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypotheses from an operational point of view.

Descriptive Research Design:-

Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual, or a group, where as diagnostic research studies

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determine the frequently with which something occurs or its association with something else. Since we always lack a clear idea of the problems one will meet during the study, carrying out an exploratory study is particularly useful. It helped develop my concepts more clearly, establish priorities and in improve the final research design. After carrying out initial Exploratory studies to bring clarity on the subject under study, Descriptive study will be carried out to know the actual advertising method being followed at AIMT .The knowledge of actual advertising process is needed to document the process and suggest improvements in the current system to make it more effective. The tools used to carry out Descriptive study included both monitoring and Interrogation.

Research used:After analysing the research design we are used the both descriptive and exploratory research design because it based on the real figure and fact and that research are also help full in the analysis of the data and selection is based on my convinces.

SAMPLING 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 selecting items for the sample. Sample design which should be reliable and appropriate for his research study.

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TYPE OF SAMPLE DESIGN:-

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NONPROBABILITY SAMPLING:Nonprobability sampling is that sampling procedure which does not afford any basis for estimating the probability that each item in the population has of being included in the sample.It is also known as deliberate sampling, purposive sampling and judgment sampling.

TYPES OF NON PROBABILITY SAMPLING:-

1. QUOTA SAMPLING

2. JUDGEMENT SAMPLING

3. CONVENINCE SAMPLING

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PROBABILITY SAMPLING:
Probability sampling is also known as random sampling or chance sampling. Under this sample design, every item of the universe has an equal chance of inclusion in the sample.

TYPES OF PROBABILITY SAMPLING:-

SIMPLE RANDOM SAMPLING SYSTEMATIC SAMPLING STRATIFIED SAMPLING CLUSTER SAMPLING

SAMPLING USED:The sampling used in this research process is Non probability sampling and convenience sampling.Because is more convenient for me because the biasness is included. And is also helpful in analysis of the questionnaire.

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SAMPLE SIZEAlthough there were plenty of people interested in giving their views about the various prospects of the project , but in order to remove biasness and inject some expertise , I have decided to include only those people as my sample who holds a greater degree of knowledge. The sample size used in the research is the 100 respondent .Generally the respondent from the lucknow

SAMPLING AREAThe sampling area used in lucknow. In the lucknow we are used the different places like Gomtingar, old lucknow Hazratganj Charbagh and Almbagh.

SAMPLING FRAMEWe full fill the questionnaire from the different respondent who meet me in the different counselling centre like Goal college IT college and also in Ambalika. In those places the student come form the counselling and give the answer according their experience.

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METHODS OF DATA COLLECTION


The data collection means collect the data for the study for using the different types of resources. The task of data collection begin after a research problem had been defined and research design/plan and checked out while deciding about the method of data collection to be used for study. The researcher should keep in mind two types of data viz., primary and

secondary. The primary data are those which collected fresh and for first time, and thus happened to be original character. The secondary data, on the other hand, are those which have already been collected by someone else and which have already have been passed through the statistical process.

TYPES OF DATA COLLECTION:There are two types of the data collection;

PRIMARY DATA SECONDARY DATA

PRIMARY DATA :Primary data are those data is collected in first time through the Observation, Interview, and Questionnaires.

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TYPES OFCOLLECTION OF PRIMARY DATA: Observation Method Interview Method Questionnaires Method

SECONDARY DATA:Secondary Data means data that are already available i.e., they refer to the data which have already been collected and analysed by someone else.

COLLECTION OFSECONDARY DATA:-

Through internet Through newspaper Through magazine

Through TV

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THE DATA USED IN THE RESEARCH;In this research process we have use the both primary and secondary data. Because we used the questionnaire method of the research and in the secondary data used the internet , magazines, newspapers, TV etc.

PRIMARY DATA:-

In the primary data we have used the questionnaire method.Because it more convenient for me and the analysis of the questionnaire is very as compare to other.

QUESTIONNAIR METHOD:-

In this method a questionnaire is sent to the person concerned with a request to answer the question and return the questionnaire. A questionnaire consists of a number of questions printed or typed in a definite order on a form or set of forms. The respondents have to answer the question on their own.

MERITS:-

There is less costly It is free from the biasness

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Respondents have adequate time to give well thought out answer The result is more reliable and dependable

DEMERITS:-

Low rate of the duly filled in questionnaire It can be used only when respondents are educated and cooperating The control over questionnaire may be lost once it is sent The method is likely to be the slowest of all

SECONDARY DATA:-

In the secondary method of data collection we have collect the information through the magazines, newspapers, internet,etc. In this research used the both primary and secondary data.

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LIMITATIONS OF THE STUDY

The present study is subject to the following limitations: The sample size is not universal , some part of other cities remained uncovered Unavailability of some information due of lack of awareness of retailers Time and expenses were major constraints The study of the soft drink industry which is known to be seasonally fluctuating on e percent study does not take into account seasonal fluctuations. The results may not suit for all the seasons Personal basis may be existing as the dealer of varied nature elicits the information

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PART-5

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INTERPRETATION
Interpretation refers to the task of drawing interfaces from the collected facts after an analytical and experimental study. In fact it is a search for broader meaning of research findings. The task of interpretation has two major aspects,. . The effort to establish continuity in research through linking the result of a given study with those of another. The establishment of some explanatory concepts.

In one sense, interpretation is concerned with the relation with in the collect data

partially overlapping analysis. Interpretation also extends beyond the data of the

study to include the result of other researcher, theory and hypotheses.

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DATA ANALYSIS
Since questionnaire is not the only method employed in the project process

ANALYSIS OF QUESTIONNAIRE

1. Have you heard about the AMBALIKA Institute Of Management& Technology

Table:NO OF RESPONDANT YES NO 75 25 %OF RESPONDANT 75% 25%

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25%NO

75%yes

Interpretation:The 60% population have heard about the institute with the different sources but the 40% population not aware about this.

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2. . Have you ever seen the Advertisement of AMBALIKA Institute Of

Management& Technology.

Table:-

NO OF RESPONDANT YES NO 70 30

%OF RESPONDANT 70% 30%

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NO

NO, 30%

YES

YES, 70%
0% 10% 20% 30% 40% 50% 60% 70% 80%

Interpretation:
In the above pie chart stated that we can say that maximum respondent are aware about the ambalika it means the advertisement strategy create good message.

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3.Where did you see the Advertisement.

Table:-

NO OF RESPONDANT ON TV IN MAGZINE ON RADIO IN HOARDING IN NEWS PAPER 30 5 15 40 10

% OF RESPONDANT 30% 5% 15% 40% 10%

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IMPACT
IN NEWSPAPER IN HOARDING ON RADIO IN MAGZINE ON TV 0 10

20

30 IN HOARDING 40

40 IN NEWSPAPER 10

IMPACT

ON TV 30

IN MAGZINE 5

ON RADIO 15

Interpretation:
In above pie chart we can see that maximum respondent see the advertisement in the hoarding and then after on TV it means it means it create more attraction .

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Cheeking the impact on TV

1. On which channel respondent have you seen the advertisement mostly.

Table:-

NO OF RESPONDANT AAJTAK ETV U.P IBN7 TOTAL 15 10 5 30

% OF RESPONDANT 15% 10% 5% 30%

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16 14 12 10 8 6 4 2

%age of Channel Viewers

AAJTAK, 15
0 AAJTAK

ETV U.P, 10
ETV U.P

IBN7, 5
IBN7

Interpretation:
The above figure says that the maximum respondent seen the advertisement in the ETV and AAJTAK

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2.The respondent find the needed information seen the advertisement on the TV.

TABLE:-

NO OF RESPONDANT YES NO 25 5

%OF RESPONDANT 25% 5%

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%age of the satisfied information

NO YES 0 5

10

15

20

25

IMPACT

YES 25

NO 5

Interpretation:
After analysing the result we can say that maximum respondent have find the needed information from the advertisement on the TV.

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2. What time the respondent feel good to see the advertisement.


.

TABLE:-

NO OF RESPONDANT MORNING MID DAY EVENING LATE NIGHT 7 3 10 10

% OF RESPONDANT 7% 3% 10% 10%

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%age of right time of advertisment


10 5
MORNING

MID DAY EVENING LATE NIGHT

Interpretation:
This chart define maximum respondent feel better to watch the advertisement in late night because this time they are free.

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Cheeking The impact In Hoarding

1. In which place the respondent seen the hording in Lucknow

Table:-

NO OF RESPONDANT

% OF RESPONDANT

GOMTI NGAR HAZRATGANJ P.G.I ALMBAGH CHARBAGH OLD LUCKNOW ALL OF ABOVE

10 5 5 6 5 4 5

10% 5% 5% 6% 5% 4% 5%

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IMPACT
10 8 6 4 2 0

IMPACT

GOMTI NGAR 10

HAZRATGA NJ 5

P.G.I 5

ALMBAGH CHARBAGH 6 5

OLD LUCKNOW 4

ALL OF ABOVE 5

Interpretation:
The pie chart shows the respondent have seen the hoarding all those place where

the advertising team locate the hoarding it is very good for the team because respondent aware about this.

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2. Cheeking the impact the hoarding provide sufficient information about the college the

respondent have needed.

Table:-

NO OF RESPONDANT YES NO 30 10

%OF RESPONDANT 30% 10%

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%age of satisfied viewer


70 60 50 40 30 20 10 0

30

10

Interpretation:
This chart define maximum respondent satisfied with the information provided in the hoarding but all information is not possible they describe facilities, location and the name of courses.

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Which type of information you need about the college according to your preference?

Table:-

NO OF RESPONDENT PLACEMENT INFRASTRUCTURE OTHERS 20 10 10

%OF RESPONDENT 20% 10% 10%

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Impact
0% others 10% Placement 20% Infrastructure 10%

Interpretation:- After analysing this pie chart we can say that maximum respondent want the information about the placement.

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How does the respondent rate the appearance and appeal in the holding

Table:-

NO OF RESPONDENT VERY GOOD SATISFACTORY AVERAGE BELOW AVERAGE WORST 10 10 18 2 -

% OF RESPONDENT 10% 10% 18% 2% -

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%age of the respondent response of appeal in appearence


BELOW AVERAGE AVERAGE SATISFACTORY VERY GOOD 0 5 10

15 AVERAGE 18

20 BELOW AVERAGE 2

IMPACT

VERY GOOD 10

SATISFACTORY 10

Interpretation:
As the pie chart define maximum respondent give the average rating but some gives the very good it means it is more attractive as compeers to others.

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Findings
The 75% population have heard about the institute with the different sources but the 25% population not aware about this. The maximum respondent are aware about the ambalika it means the advertisement strategy create good message. We can see that maximum respondent see the advertisement in the hoarding and then after on TV it means it means it create more attraction If we can talking about the TV maximum respondent seen the advertisement in the ETV and AAJTAK After analysing the result we can say that maximum respondent have find the needed information from the advertisement on the TV. The maximum respondent feel better to watch the advertisement in late nightbecause this time they are free. Maximum respondent are satisfied with the advertising consistency of the Ambalika it is the good for the advertisement team but it more focuses on this to create excellent.

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CONCLUSION AIMT has adopted a very germinant advertising strategy which has resulted in a
building a good network but I would like to advice that AIMT should stretch her thinks to work more areas and think beyond U.P because it is capable of doing such thinks because of available resources.

During the survey I found that the hoarding are more efficient in making a impacton the
respondents that is why AIMT should continue with advertising with the help of hoardings.

AIMT has out run many giant colleges in the matter for advert but with such strategy AIMT should also focuson increasing the quality education.

Placement records are the best proof of efficiency of a college AIMT should focus on this statement.

There should be more emphasis on increasing advertisement in more news channels all around INDIA.

Should adopt many more public relation methods in order to capture the village student.

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So for so good AIMT is doing great but should be more worried in ideas to knock the brains of viewers nothing is perfect in the world so is AIMT advertising strategy there is always a scope of improvement.

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RECOMMENDATION
1. Improve theeducational quality and the placements because, quality speaks itself and when the placements and education are going to be best, then the current and ex-students will obviously flows the word of mouth communication. This is the reason why colleges like IIT, IIM, BITS Pilani, etc. 2. The overall strategy is good, but the college needs to set its priorities straight, by targeting on single agenda. 3. The best option for AIMT is to be specific and should target on the uncovered areas of 4. Placements and information would also be shown in holdings. 5. There should be increased focus on public relation maintenance. 6. The strategy for advertising can be more dominant and should be excelled to perfection. 7. There should be more emphasis on meeting competition with top colleges like BBD, Ramswaroop, etc. 8. The advertising should be on national level. 9. The more area covered, will be more beneficial for AIMT. 10. AIMT should be more focussed and should adopt a concentrated marketing strategy.

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Bibliography

wwwaimt.edu.in Public Personal Administration: S L Goel Wikipedia Kothari, C. R., Methods and Techniques Google

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ANEXTURE

Questionnaire
Dear Sir/Madam, I am doing a research work on Advertising strategy of Ambalika. I would request you to kindly spare some time to fill up this questionnaire. Thank you very much for your cooperation. Name -------------------------------------------------Status------------------------------------------Educational background -------------------------------------------

Section I
Q1. Please mention your age 20-25 25-30 Above 30 Q2. Sex: Male Female Q3. Your previous school or college ?

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Section 2

1. Have you heard about the AMBALIKA Institute Of Management& Technology Yes No

2. Have you ever seen the Advertisement of AMBALIKA Institute Of Management& Technology Yes No

3. Where did you see the Advertisement? On T.V. In Magazine Hoarding Radio Newspaper

4. If on TV;

4.1.On Which channel have you seen the advertisement the most? Aaj Tak Zee News Etv U.P IBN7 Others

4.2. Does it provides the sufficient information about the college you needed?
Yes No Partially

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4.3Which type of information you need about the college according to your preference? PlacementInfrastructureOthers

4.4. Can you recall the content ofAMBALIKA Institute Of Management & Technology Advertisement? Yes No Partially

4.5. What do you think about the consistency of AMBALIKA Institute of Management& TechnologyAdvertisement? Excellent Good Average Poor

4.6. What time of the day do you feel the best for the advertisement on TV? Morning Mid-day Evening Late night

5.If on HORDINGS:

5.1. At which place have you seen the hording in Lucknow? GomtiNagarHazratganj PGI Alambagh CharbaghOld lucknowAll of above

5.2. Does it provides the sufficient information about the college you needed? Yes No Partially

5.3.How does you rate the appearance and appeal in the holding Very good.. Satisfactory.AverageBelowAverage..Worst
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