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In Partial fulfillment of the requirements

For the degree of
Masters of Business Administration


Prof. Shergill Sir Uma Kalsum
Roll no=1317543
BBa 6 th sem


PHASE-2, MOHALI-160 055

Approved By A.I.C.T.E. for MBA, MCA Programme

Affiliated to Punjab Technical University, Jalandhar




It is a matter of great pleasure to be able to thank all those people

who helped me in this project success. First of all I would like to express my

deep gratitude to Mr. Karminderjit Singh, Program Co-ordinator who

provide me this great opportunity to do this project.

I would also like to thank Mr. Ashish Mahajan who help me in this

project for its successful completion.

I am also thankful to all respondents for being co-operative &

forthcoming in filling the questionnaire.


As a part of MBA course every student has to undergo a final

project in one of the Organization or one of the field. I did my final

project in Print Media.

This project entitled study of the impact of Print Media in

relation to Advertisement. A summary of work done by me on the

Project is being given in this Project Report.



The marketing association (AMA) has defined advertisement in the following


"Advertising is any form of non-personnel presentation of goods, services or ideas

for the action, openly for by an identified sponsor."

Advertising is the communication link between the seller and the buyer or the

customer. It does not simply provide information about products and services but

is an active attempt at the influencing people to action by an overt appeal to reason

or emotion. This is only the communication point of advertising function. There is

another way of viewing the advertising function and that is the marketing point of

view. Each organization has the marketing objective and a marketing plan to

achieve them. Advertising as a part of total marketing mix influences the sale of

the product, also the other variables of the mix. Together with the product, price,

channel of distribution and personnel selling, advertising attempts to reach the

marketing objectives. Advertising strategy has to be defined based upon the

strategies opted for the other elements of the marketing mix. Following examples

try to explain this point. When a firm introduces a prestige product with a

premium price, advertising should reinforce the idea of the high quality and

prestige of the product by associating it with the prestigious people, places and

event. The nature of the advertising and the strategy would differ when
distribution strategy is through intensive, exclusive or selective outlets.

Advertising should be complerpentry to personnel selling, which is another

marketing tool primarily concerned with communication.

In short advertising, being one of the marketing tool, affects the sales of the firm.

Right advertising is as essential as the right product, right price, the right

distribution channel and personnel selling. Talking from the consumer's point of

vie, advertising guides the consumers in his product choices. It gives the

information about the product, the benefits it offers, the availability and the price.

Advertising contributes to consumer welfare. It helps consumers in a variety of

ways. It tells what to buy, how to buy, where to buy and why to but. It gives

valuable price information. Some cities brand advertising as parasitical. They say

you produce anything worthwhile, and it will sell (e.g. the world will beat a path to

the better mouse-trap). No, this is not true. No one has now the time to be an

explorer. Today we all re influenced by the advertising. Advertising does not force

us to make particular choices. It persuades us to do so.

Advertising is a philosopher also. It makes us aware of many socially

relevant causes like dowry, energy conversation, loss prevention, social forestry

etc. Advertising is thus a friend, philosopher and guide of the consumers.

Overview of Advertising in India
This section highlights the salient features of the advertising industry in India
and how globalization has played a key role in making Indian ads so important to
India’s Advertising Industry grew by 23% in the year 2000-01. Hindustan
Thompson Associates (HTA) maintained the number one position out of India’s
top 100 advertising agencies, with a gross income amounting to 2074 million
Rupees (US$42.9 million) in 2000-01. The agency which came in second place in
terms of gross income was Ogilvy & Mather (O&M) with 1258.7 million Rupees
(US$26.04 million), and Mudra Communications came in third place with 1069.9
million Rupees (US$22.1 million).
With the liberalization and globalization of the Indian economy, firms have
been aggressively and vigorously promoting their products and services. These
practices raise questions about truthfulness and fairness of representation of
products and services. In a competitive environment such as that in India, every
representation of a product or service is about what others are not.
The Indian population is becoming very sophisticated about advertising now.
They have to be entertained. Time is a scarce and precious resource. The approach
to the advertisement and the consumer has to be changed constantly to keep
grabbing the attention of the consumer over and over again. “Honesty” could be a
prerequisite for a product in India. “In this business, you can never wash the
dinner dishes and say that they are done. You have to keep doing them constantly”
(Wells, 1996). Indian advertising has been placing more emphasis on the
importance of both recall and persuasion as brand differentiating messages.
Another factor that needs to be considered is the language in the country.
English-language advertising in India is among the most creative in the world. TV
advertising (especially in the Hindi language) has made major headway in the past
10 years, especially with the advent of satellite TV. Indian TV channels have
fashioned themselves after Western channels. Most advertising on such channels is
glitzy, smart and tailored for the different classes. The importance of the Hindi-
speaking market (which is also fluent in English) is borne out from the fact that
STAR TV, once an all-English channel, is now rich in Hindi programs such as
Tanha (literal translation being ‘lonely’, an Indian soap opera), and Kaun Banega
Karodpati (who will be a millionaire), which is a Hindi version of the famous Who
Wants To Be A Millionaire. Even the British Broadcasting Corporation is
reportedly toying with the idea of airing Hindi programs (Bullis, 1997).
Most major international advertising firms have chosen local Indian
partners for their work in this market. Mumbai (formerly Bombay) remains the
centre of the advertising business in India.
India also has a diverse and growing number of daily newspapers. Since
1991, the increase of business and financial news reports in English-language and
vernacular dailies has paralleled the economic reform program and the movements
of the stock markets. Leading business newspapers include Business Standard and
Economic Times. Magazines include India Today, Business India, Business Today,
and Business World.
In addition, the Internet is now emerging as a truly global medium that does
not conform to country boundaries. Creativity and advertising will affect the
perceptions and values so much that the shape of culture soon is simply an
advertisement-induced version of culture.

Advertising in India
In 1923, Goodyear’s David Brown advocated the use of international
program standardization, and the need for ‘localization’. Since that time,
international marketing managers and academics alike have actively struggled
with the issue of standardization of advertising (Onkvisit & Shaw, 1996). On one
hand, proponents of standardization argue that in a world of increasingly
homogenized markets and consumers, it is possible for a firm to standardize
advertising program and messages across countries. However, critics of
standardization consistently argued their case for adaptation, citing cultural,
economic and political barriers that mandate adaptation of marketing programs
and processes for products marketed on a global basis (Sehgal, 2000).
Over the years, the discussion over standardization of all parts of creative
advertising programs has intensified. Between the bipolar extremes of absolute
standardization and adaptation, a third middle ground, a contingency approach,
has gained momentum in the recent years. This approach is predicted on
identifying factors that enable standardization, and those that require adaptation
(Bullis, 1997).
In particular, the dominance of the global media infrastructure, coupled with
a shift in focus of multinationals from saturated Western markets to the developing
countries, has increased the importance of understanding effective marketing
strategies in Big Emerging Markets (BEMs), such as India. The tremendous
growth opportunity in India constitutes a major opportunity in the world economic
order. While most BEMs have low per capita income, economic and political
instability, and antiquated infrastructures, they often contain vast resources and
represent largely untapped market potential.

Importance of Advertising
Advertisements are important for:
 Standardized products
 Products aimed at large markets
 Products that have easily communicated features
 Products low in price
 Products sold through independent channel members and/or are new.

Broadcast Ad spending is at an all time high due to heavy competition in the:

 Computer industry
 Telecommunications Industry
 Auto Industry

Whenever severe competition between marketers, introducing new products etc.

Every with evolution direct marketing, and
interactive media.

Nature of Advertising
Used by many types of organizations including Churches, Universities, Civic
groups and charities, politicians!

Need to consider the following issues:

 Does the product possess unique, important features to focus on Unique

Selling point (USP).
 Are the hidden qualities important to the buyers
 Is the general demand trend for the product adequate
 Is the market potential for the product adequate
 Is the competitive environment favorable
 Is the organization able and willing to spend the required money to launch
an advertising campaign?

Use of Advertising

 Promoting Products or Organizations

Institutional Advertising promotes organizations, images, ideas or political

issues. IE Beer Company sponsors responsible drinking to promote the
company image. Product Advertising promotes goods and services.

 Stimulating Primary and Selective Demand

First to introduce product needs to stimulate primary demand. Pioneer Advertising

informs people about the product (introduction stage of the product life cycle). Do
not emphasize the brand name.

 Offsetting Competitors Advertising

Defensive advertising, offset to lessen the effect of competitors advertising.

Used in fast-food industry, extremely competitive consumer products

 Making salespersons more effective

Tries to presale product to buyers by informing them of uses, features and

benefits- encourage them to contact dealers etc. Cars...bring to retail store.

 Increasing use of product

Consumer can consume only so much of a product, this limits absolute

demand. May need to convince the market to use the product in more than
one way.
 Reminding and reinforcing customers

Reminder, need to keep company/product name at the forefront of

consumers' minds in the competitive marketplace. Reinforcement prevents
cognitive dissonance.

 Reducing Sales fluctuations

Increase sales during slow periods will help increase production efficiency,
IE advertising reduced prices of lawn mowers in the winter months (reduce
inventory costs). Coupons for Pizza only Mon-Thurs.

Advertising Campaign

Integrated marketing...incorporate w/ sales promotions, and other communications

tools. Designing a series of advertisements and placing them in various advertising
media to reach a particular target market. Seven steps.

1. Identify and Analyze the Advertising Target.

The group of people for which the advertisement is aimed at, may direct
campaign at only a portion of the target market.

Research and analyze advertising targets to establish an information base

for a campaign. Generally increase advertisers knowledge about their
target--the more effective the campaign.

David Ogilvy Award focuses on rewarding research in advertising: 1994

o Nabisco's Oreo Cookie campaign, nostalgic feeling re: cookies,
slogan "Unlock the magic!"....Winner!!
o AT&T "You will campaign", customers did not feel AT&T was
o Goodyear, Aquatred ads, customer concerns were related to tires
traction ability in the wet.

2. Defining Objectives.

What the firm hopes to accomplish from the campaign, should be clear,
precise and measurable, can help measure the success at the end of the
campaign.Use a benchmark.
At what stage are the target market in the Product Adoption Process. What
are the goals of the increase purchases, to generate traffic in
the retail store etc.

o Demand oriented objectives vs. image-oriented objectives

o Increase product/brand awareness

o Change consumer attitudes...reposition product

o Increase customer knowledge of product features

3. Determine the Advertising Appropriation

Total amount of money that a marketer allocates for advertising in a

specific period.
a. Arbitrary Approach determined by high level executives, Delaware
MBA Program

4. Creating an Advertising Message

A function of the product's features, uses and benefits. Must be aware of the
characteristics of target market, different message to different target market.
Dependant on objective of the campaign. Can use a Spokesperson.
Celebrities 1993 ranked:

o Cindy Crawford...Pepsi Cola, Revlon

o Candice Bergen...Sprint (1/3 believe either AT&T or MCI ;)...don't
want the personality to overwhelm the brand)
o Bill Cosby...Jello Sports:
o Michael Jordon, 6th time in 7 years

Components of the advert:

o Headline
o Illustrations
o Subhead line
o Body Copy
o Signature
o Awareness
o Interest
o Desire
o Action

Headline--should attract reader’s attention, make readers want to read the copy.
5.Developing a Media Plan
Sets forth the exact media vehicles to be used and dates and times of ads.
Effectiveness of plan determines how many people in the advertiser's target
will be exposed to the message. Need to select the media to be used and
dates and times ads appear.

Primary goal--reach the highest # of people (within the advertiser's target)

per $ spent. Achieve the appropriate message reach and frequency for the
target audience while staying within the budget.

Various Media

o TV Channels/programs, Baseball = male 18-49 Academy awards =

female 18-49
o Sponsor cable channels, Reebok with Cable Health Club "Reebok
o Radio, Becoming more segmented, also allowed owning 2 FM
stations in one area.
o Magazines, Lead-time considerations, also pass along rate,
subscription plus newsagent sales.
o Newspapers, Local vs. national
o Direct Mail, Evolution of Database marketing, able to narrowly
target with DM.
o Outdoor, Billboards Atlanta is most billboard per capita city,
Transit...City Buses, Blimps...At Events
o Placed-Based, Schools, also sponsor educational programs,
Supermarkets, Health Clubs, Dining Halls. Intrusive..."Only go
where you are wanted!!". Target market is known...not assumed.
o Electronic, WWW, CompuServe et al.
Need to select general media, IE Newspapers, then subclass, IE
Philadelphia Inquirer.

Look at location and demographics of advertisers target, use media that

appeals to this group.
Content of message to present affects the choice of media. Cost of media,
use cost comparison indicator-within specific media (IE between two
magazines), CPM "cost per thousand" for magazines.
-cost, total cost; per reader/viewer cost.
-reach, #viewers/readers in the audience, print media includes circulation
and pass on, more for magazines than newspapers.
-waste, portion of marketer's audience that are not in the target market
-frequency, how often can the medium be used/changed, i.e., TV radio
hourly, newspapers daily, Yellow pages yearly.
-message performance, number of exposures each advertisement generates
and how long it remains available to the audience; outdoor ads, many
exposures/message, magazines retained for a long period of time.
-clutter, # of advertisements contained in a single program/issue of a
medium. TV ads moving to 15 secs. each is increasing clutter. Some
moving to 2 minutes...or even 5, especially if there is a complex maybe!!

o CBS 13mins 52 secs of non programming time

o ABC 13mins 24 secs
o Daytime 8-19 mins
o ESPN 13mins 28 secs
o Discovery 15mins 20 secs

5. Executing the Campaign

Requires extensive planning and coordination. Advertising Agencies,
production costs, research organizations, media firms, printers, photo-
graphers, and commercial artists etc. Detailed schedules are needed to
insure everything is accomplished on time.

6. Evaluating the effectiveness of the campaign

Measure the achievement of the objectives, assessing the effectiveness of

the copy etc., and the media. Typical consumer is bombarded with about
300 advertising messages/day, 109,500 per year. 80% of people cannot
remember a typical ad one day after seeing it. Pretests before campaign, use
a consumer jury. During the campaign, "inquiries"-coupons numbered.
Posttests after the campaign, use consumer surveys to measure the change
in communication objectives, change in sales or market share. Cannot be
precise due to the environment. Use recognition tests to determine the
degree to which consumers recognize advertisements.
Recall evaluation, consumers are asked what they have seen lately. Aided or
unaided. Since there is no direct feedback loop, it is hard to determine the
effectiveness of an advertising campaign. Many other factors affect sales.

Active Participants in Advertising

There are three active participants (called the three sides) in advertising the
advertiser, the advertising agency and the media. There are three more participants
in advertising. Public relations, ancillary services and freelance services. The six
participants in advertising are discussed below:
1. The Advertising: An advertiser is the one who wants to advertise its products
or services on certain media vehicle so as the requisite message reaches the target
consumers. An advertiser can be anyone like a manufacturer, retailer, distributor,
public or private sector companies, government or 'voluntary organizations'.
2. The Advertising Agencies: There are about 1000 accredited agencies in India.
They accept the brief from the advertiser, and do a campaign on his behalf. They
render useful services like Market Research, TV film production, positioning,
lunching of products, packaging, branding etc. They deal with the media and
collect their commission from the media. The agency can be an intergraded large
agency like HTA, lintas or a medium size service agency, or a technical specialist
agency or a hot shop group of exports that engage services when needed. These
agencies have formed association.
3. Media Owners: These are publishing houses that bring out the newspapers and
magazines. They also bring out weeklies and tablodies then there are special
magazines. These are directories and yearbooks. These all sell space. We have
broadcast media T.V, radio and film. There are outdoor transit advertising
contractors. There are organizes of exhibitions line trade fair authority of India.
4. PR Consultants: We find them in PR department of advertising agencies and
they operate independently. They have got an association. Public relations society
of India.
5. Ancillary Services: These are needed to produce/create advertisements. A
whole range of services like the studio service, photographic service, printing
service, gift item producers etc. fall into this category.
6. Free-lancers: They are generally professionals of good track record. They may
be copywriters, single singers, radio annexure, artists, visualizes, technical writers
Advertising consists of those activities by which visual or oral messages are
addressed to selected public for purpose of informing and influencing them to buy
products or services or to act or to be inclined favorably toward ideas. Persons,
trademarks, on institutions featured. As contrasted with publicity and other forms
of propaganda, advertising messages are identified with the advertiser either by
signature or oral statement. Further, advertising is a commercial transaction
involving pay to publishers, broadcasters, or others whose media are employed.
From the above definition. Advertising indicates that:
1. Which or oral messages are addressed to selected customers.
2. It influences the general public to buy products or services.
3. Advertising messages are identified with the advertiser.
4. It is a commercial transaction that forces the advertiser to pay the publishers or
broadcasters whose media is used. Media is a conveying information, both
graphic and textual traditionally, this refers to the types of paper used in
drafting, more recently, it has also come to refer to the types of information
storage and playback technology, such as video, audio, CD-ROM.
The appropriateness of media used vis-a vis, the target audience and their reach,
are of critical importance.




1. Channel: The channel used in communication is very important. It is called
MEDIA. This media can be newspapers, magazines, television, radio,
computer, posters etc.. The media chosen should be in accordance with the
content of masses and the message required to convey to the masses correctly.
2. Message: It is the information being sent from sender to the receiver, it can be
in from of wards, symbols etc... It can be verbal or non-verbal. It is essential to
use only those decoded in the same manner; otherwise the meaning of the
message would be lost.
3. Sender: It is the person or organization, to whom the receiver assumes, top be
the sender in some cases it might actually happen, that the sender is somebody
else e.g - there may be given distinct advertisement of five products in a
magazines but if all of them contain the name of the same retail store it might be
perceived that the sender is that retail store. This is also happens in case of
publicity, where message may be sent through an advertising agency or through
publicity agent but the sender is assumed to be the media itself.
4. Receiver: It is the person for whom the message was actually sent. A message
has single or multiple receivers. The receiver has the duty to decode the
message, which may/not come out to be similar to the message sent.
5. Encoding: It refers to the symbols, clues, etc. used to place the message in the
6. Decoding: It is the interpretation of the symbols, clues, etc. done by the
receivers. Different receivers may decode the same message differently.

Advertising today is defined as "a sales message, directed at a mass
audience that seeks through persuasion to sell goods, services or ideas on behalf of
the paying sponsor."
It can also be said "Advertisement is a non-personal presentation of goods,
ideas, and services by an identified sponsor." (American Marketing Association,
Advertisement is a method of mass communication a powerful marketing
tool, a means of financing the media, part of a business management a part of
economic system, a profession and an employment.
Therefore, advertising is the means by which we make known what has to
be sold or what has to be bought. It is a way to inform the public about a new
product or service, in order to expand the market, to inform about the modification
to tell a price change or a new pack in the market, to test a medium, to educate the
consumers, and to challenges competition.

Advertising is considered multi- dimensional, its assists in marketing
activities in a number of ways:
1. As a form of communication: Advertisements help to pass on the message
from the seller to the buyer through the media.
2. Advertisement creates demand: Advertisements play a very vital role in
creating a demand for the product to the public. Various methods like direct
advertising, discounts, etc. all help to increase the sales of the product.
3. Promotes marketing system: Advertising tells the consumers what they can
buy. It is then up to the consumers to decide what and how to buy.
4. Servers as a middleman: Advertising acts as a middleman between the
consumer and the manufacturer. It performs the function of interpreting the
want of satisfying qualities of goods and services in terms of consumers needs
and wants.
5. Approaching Consumers Quickly and Efficiently: In the absence of
advertising, it would have been very difficult to approach prospective buyers in
different parts of manufacturer's country.
6. Acts as Financer to the mass Media: Advertising provides 60 -70 % of the
total revenue of newspapers and magazines. Commercial television and radio
broadcasting are also financed substantially, if not entirely, by advertising. It is
through these media that sales figures are pushed up.
Advertisement forms a very vital portion of sales promotion. The advertiser
pays for preparing and running the advertisement. Its only one of the costs that the
advertiser pays along with many other costs. The consumer, when he buys the
product or service, pays for the cost of making it and distributing. As advertising is
a part of the distribution costs involved, the consumer ultimately pays for the cost
of advertising.
Thus, advertising is not just a promotional tool, which helps to bring about
the distribution of goods and services but also supports the communication media.
It would not be possible to increase the sales of a product without advertising. A
new product launched into the market will not have a good purchase rate until the
people are made aware of the product and the best way to achieve it is through

Media is a channel of communication between the sponsor and the

consumer. It can be classified in different ways given below :
Based on the method of communication :
1. Print Media
2. Electronic Media
 Audio Media
 Audio-visual media
3. Outdoor Media
1. Print Media: The form of media where paper is used as a means of
communication of the message to the customer is known as the print media,
E.g. newspaper, books, journals, magazines, etc......
According to the study, the print media is pro Compared with many
other developing countries, the Indian press has flourished since independence
and exercises a large degree of independence. British colonialism allowed for
the development of a tradition of freedom of the press, and many of India's
great English-language newspapers and some of its Indian-language press were
begun during the nineteenth century. As India became independent, ownership
of India's leading English-language newspapers was transferred from British to
Indian business groups, and the fact that most English-language newspapers
have the backing of large business houses has contributed to their
independence from the government. The press has experienced impressive
growth since independence. In 1950 there were 214 daily newspapers, with
forty-four in English and the rest in Indian languages. By 1990 the number of
daily newspapers had grown to 2,856, with 209 in English and 2,647 in
indigenous languages. The expansion of literacy and the spread of
consumerism during the 1980s fueled the rapid growth of news weeklies and
other periodicals. By 1993 India had 35,595 newspapers--of which 3,805 were
dailies--and other periodicals. Although the majority of publications are in
indigenous languages, the English-language press, which has widespread
appeal to the expanding middle class, has a wide multicity circulation
throughout India.There are four major publishing groups in India, each of
which controls national and regional English-language and vernacular
publications. They are the Times of India Group, the Indian Express Group, the
Hindustan Times Group, and the Anandabazar Patrika Group. The Times of
India is India's largest English-language daily, with a circulation of 656,000
published in six cities. The Indian Express , with a daily circulation of 519,000,
is published in seventeen cities. There also are seven other daily newspapers
with circulations of between 134,000 and 477,000, all in English and all
competitive with one another. Indian-language newspapers also enjoy large
circulations but usually on a statewide or citywide basis. For example, the
Malayalam-language daily Malayala Manorama circulates 673,000 copies in
Kerala; the Hindi-language Dainik Jagran circulates widely in Uttar Pradesh
and New Delhi, with 580,000 copies per day; Punjab Kesari , also published in
Hindi and available throughout Punjab and New Delhi, has a daily circulation
of 562,000; and the Anandabazar Patrika , published in Calcutta in Bengali,
has a daily circulation of 435,000. There are also numerous smaller
publications throughout the nation. The combined circulation of India's
newspapers and periodicals is in the order of 60 million, published daily in
more than ninety languages.India has more than forty domestic news agencies.
The Express News Service, the Press Trust of India, and the United News of
India are among the major news agencies. They are headquartered in Delhi,
Bombay, and New Delhi, respectively, and employ foreign
correspondents.Although freedom of the press in India is the legal norm--it is
constitutionally guaranteed--the scope of this freedom has often been contested
by the government. Rigid press censorship was imposed during the Emergency
starting in 1975 but quickly retracted in 1977. The government has continued,
however, to exercise more indirect controls. Government advertising accounts
for as much as 50 percent of all advertisements in Indian newspapers,
providing a monetary incentive to limit harsh criticism of the administration.
Until 1992, when government regulation of access to newsprint was
liberalized, controls on the distribution of newsprint could also be used to
reward favored publications and threaten those that fell into disfavor. In 1988,
at a time when the Indian press was publishing investigative reports about
corruption and abuse of power in government, Parliament passed a tough
defamation bill that mandated prison sentences for offending journalists.
Vociferous protests from journalists and opposition party leaders ultimately
forced the government to withdraw the bill. Since the late 1980s, the
independence of India's press has been bolstered by the liberalization of
government economic policy and the increase of private-sector advertising
provided by the growth of India's private sector and the spread of
consumerism.jected to grow at 12 per cent CAGR to Rs 19,500 crore in 2010
from Rs 10,900 crore. "A booming Indian economy, growing need for content
and government initiatives that have opened up the sector to foreign investment
are driving growth in the print media," the FICCI report said.

Radio is poised for big growth with projected size for 2010 at Rs 1200 crore
from the current level of Rs 300 crore. Key policy initiatives announced by the
Government such as migration to a revenue share regime, allowing foreign
investment into the segment and opening of licenses to private players are
expected to drive growth in this sector. Live entertainment sector is also seen
growing at 18 per cent to Rs 1,800 crore by 2010 from Rs 800 crore. "The
growing number of corporate awards, television and sports events is helping
this sector. However, issues like high entertainment taxes in certain states, lack
of world-class infrastructure and the unorganised nature of most event
management companies continue to hinder growth of this industry," the study

Out-of-home advertising is also on an upward curve, growing at 14 per cent to Rs

1,750 crore by 2010 from Rs 900 crore. Technological innovations would drive

2. Electronic Media: In electronic media the medium used to communicate the

message to the public is through electronic waves.

It is of two types :
 Audio media: In this the message can be heard only and the message is
sent through radio waves e.g. radio, telephone, microphone etc.
 Audio Visual Media: It is that medium where people not only hears the
message but also view it. e.g. television computers etc...
3. Out door Media: It includes posters, transport advertisements etc where
transport vehicles, poster stands act as a media, such type of media are known as
outdoor media.
On the basis of editorial Message :
a. True media
b. Transit Media
a. True Media: In this media the editorial message is also published along
with the advertisement e.g., - television, newspaper, magazines, radio etc..
b. Transit Media: In this media there is no editorial message attached with
the advertisement. It is sometimes also known as the false Media - e.g -
posters, bill- boards, etc.
On the basis of Advertising Agency
The advertising agencies also charge money from the sponsor as well as
from the media. This is more commonly called Commission. Thus, on the
basis of the commission paid to the advertising agencies by the media it is of
two types, as follows:
1. Above - the - Line Media
2. Below - the -line Media
1. Above-the-line media: in this media agency have to be 'recognized' from
which they receive commission on the purchase of space, airtime and sites.
Above the line media is also called Media Advertising and it refers to the
five traditional media of press, television, radio, outdoor, and
transportation (mostly posters and cinema.)
2. Below the line media - In this media normally there is no commission
allowed and the advertising has either to add a percentage as profit charge
or charge a service fee for the time spent on making use of the medium.
The six principal media which come under this are - direct mail, point- of
sale, sales promotion and merchandising, exhibition and sales literature.
Advertising In Print Media

Advertising in the print media is oldest and the largest in terms of

advertising billing. Advertisers spend more money on newspapers and magazines
than any other medium./ In India, more than 3000 crores were spent on
newspapers and magazines have two sources of incomes one from circulation and
subscription, which may be referred to as circulation revenue and the second is
advertising revenue. Advertising revenue which is substantial is generated from
the space in the publication. Almost 30 to 60% space is occupied by
advertisements in a majority of publications.
Each publication has its readership, which is influenced by its general
image. The editorials, news and the entertainment offered by a publication from its
general image. The better this image, the greater is the acceptance of the
advertising message by a reader to reader, from one advertisement to another and
from publication to publication.

Newspapers Advertising

Newspapers are classified on the basis of their circulation in a geographical

area, whereas are selective and qualitative. They are edited and aim to appeal to
the special interests of the people, irrespective of their location. Business India or
Business World is published primarily for the business community, executives and
managers working in industry and business. Tough similar selectivity. Does exist
in newspapers, too, this is more discernible in magazines. Economics Times,
Financial Express are a few newspapers which are qualitatively selective.
A part from their frequency and their circulation in a geographical area,
newspapers are classified on the basis of their size. They are grouped into a
standard size type or tabloid type. Standard size has about 8 columns, each
approximately, two inches wide and 22 inches deep.
Print media revenues jump 38 per cent
After several years of pessimism, the Indian print media sector has registered an
increased share for itself in the total ad spend. According to TAM Media
Research's ad spend figures; print media generated revenues of about Rs 2,140
crore (USD 475 million / GBP 258 million), against the electronic media's share of
Rs 2,202 crore (USD 489 million / GBP 265 million) for the 5-month period of
January-May, 2004.

The figures for the corresponding period in the year 2003 were Rs 1,540 crore and
Rs 2,116 crore respectively. This effectively means a 38 per cent increase in print's
revenues, while the electronic media's revenues increased by just four per cent.
The change is largely attributed to an increased spending by customers on white
goods, while spends on fast-moving consumer goods have stagnated. These two
categories of advertisers have shown preferences for print and electronic media
respectively. This is in direct relation to the frantic pace at which the Indian
economy is growing and the increased purchasing capacity of the growing Indian
middle-class. The increase in print's revenues is also partly attributed to the
general elections in the country, when political parties used print on a large scale.
A new category of print advertisers included the mushrooming shopping malls
across the country.

Top 10 position to non English publication in India

The top 10 positions in the Indian Readership Survey's Round 1 of 2005 have gone
to non-English publications, belying fears that growing urbanization of the
country's population and increased English education would gradually affect the
readership of non-English publications. The largest-read English daily, the Times
of India of Bennett, Coleman & Co., retained the 11th position, while registering a
marginal drop of readership by 47,000 to 7.05 million readers. Elsewheres too,
except for English daily Hindustan Times and English weekly newsmagazine
Outlook, all other English publications registered a negative growth over the
preceding 6-month period of the IRS.

Hindi dailies Dainik Jagran and Dainik Bhaskar retained the first and the
second positions respectively, with national readership figures of 17.47 million
and 13.42 million respectively. These two publications are aggressively pursuing
markets with newer editions in small towns, clocking growth rates of 6.03 and
2.89 per cent respectively. Other categories, which have registered negative
growth, are business and financial dailies and magazines (in all languages), of
course with one or two exceptions in each category. A majority of the dailies in all
non-English languages have shown positive growth over the previous period.


 Local advertising is possible only in newspapers
 Newspapers advertisement are easy to prepare and newspapers are a
relatively inexpensive medium.
 Time flexibility is there in case of newspaper advertisement. A previously
prepared advertisement may be inserted at the last minute to take
advantage of some special situation.
 When new advertisements are experimented with, newspapers are
normally used first, for such trail advertisement can be run on small scale
and on a regional basis at a relatively low cost.
 Newspapers have a wide reach.
 Tabloid inserts can be put into newspapers which usually carry information
on local department stores, discount and variety stores.
 The important limitation of newspaper advertising is its short life spans
as well as the local nature of advertisement. Newspapers are usually read
as soon as they are required and then thrown away.
 The quality of newspapers advertising is, poor compared to that
 Many a time an advertisement may go unnoticed if placed strategic about
awkward position.

Indian and Eastern Newspapers Society

Indian and Eastern Newspapers society, New Delhi is a representative
organization of newspapers, magazines and other publications, The IENS has
prescribed a code of standards to be observed by all the members when accepting
advertisements and when issuing their publications, apart from other requirements
to be fulfilled in bringing out the publication.
 Society members shall not favors direct advertisers by giving thyme
better facilities such as lower rates, longer credit period, preferential
positions, commissions, discounts etc.
 Agents not accredited or a canvasser, shall not be allowed a commission
of more than 10% and these agencies are not provided with any kind of
 Member’s papers shall take all reasonable precautions to ensure that the
advertising accepted by them is legal, clean, honest and truthful and that
such advertising is in respect of reputable goods and services.
Advertising in Magazines
Magazines are the second publication medium available to an advertiser;
they are in many respects, different from newspapers. Where newspapers appeals
to all kinds of people in a particular region or community, the magazine appeals to
particular kinds of people in all the regions/communities. Newspapers advertising
has a very short life; but a magazines advertisement has a longer life, may be a
week, a fortnight, a month, or even longer, moreover while the newspapers is
primarily a local medium, the magazine is a national one, though we do not have
regional magazines in the regional and in the English languages. There are, in
addition, regional editions of international magazines Reader's Digest has several
regional editions.
While newspapers readership in the region in general, magazines have a
specific readership interest. For example, women read magazines such as Femina,
Women's Era, which give useful information on cooking home keeping, gardening,
embroidery, etc. Magazines also impart considerably knowledge on the subjects of
economics, industry, sociology, politics, diplomacy etc. Today, one can easily find
magazines that appeal to one's own special interest.

Advantages and Limitations of Magazines Advertising

The reading habits of magazines subscribers make magazines advertising
preferable, Most magazines are not read in one sitting, but picked lip and read
several times till the issue arrives. Many times an old issue is kept after the new
issue has come. This shows that advertisements in magazines get the full attention
of the readers. Second, magazines advertisements are good in quality in terms of
printing and color. The merit of magazines advertisements imposes serious
limitations on time. Magazine advertising takes weeks and months before the
appearance of the first advertisement takes weeks and months before the
appearance of the first advertisement. Artwork alone takes weeks; then the
engravers take time to make color plates. Also, any revisions more time and
throwing always as waste the work already done. Thus, the time limitation before
which advertisements are finalized is a serious demerit of magazine advertising.
The advantage of a magazine being a national medium for a specific
interest group may turn out to be a limitation. Manufacturers ion the small-scale
sector, whose distribution is restricted to a territory rather than spread all over the
country, find magazine advertising unprofitable.

Advertising - Broadcast Media

Television and Radio are classified under the Broadcast media. Also video
and cable T.V. Are classified as the narrow cost media. In contrast to the space
sold in publication, time is sold for commercials are scheduled and units' of time
are sold to advertisers commercials, T.V. & Radio networks, programmers and
commercials are scheduled and units of time are sold top advertisers for
advertising commercials.

According to a survey by ORG-MARG published in A&M (IRS'98),

in the 23 meters the reach of TV is 84.4% and of radio is 24.9%. The high media
reach of TV makes it as the most popular and expensive media of advertising.
Advertisement on TV channles ha a market of nearly Rs. 1500 crore advertisement
business. Doordarshan (DD) has nearly 1000 crore business and its market7
competitor zee T.V about Rs. 250 Crore business. Television Rating point (TRP)/
gross Rating Print (GRP) gives an idea of the popularity of the viewer ship of the
programme. TRP and GRP helps nin fixing the advertising charges during a
particular proagmme. There are a variety of merits and demerits of advertising on
T.V. In 2004, the ad spend on television was Rs5,428 crore (46 per cent of total ad
spend in India), the highest ever as yet. The ad to content ratio varies from
network to network but is mostly around 30:70. This gives ample airtime
availability every day.

Each channel addresses a special segment in terms of demographics, behaviour

and attitude. You might think that the fragmentation has so much clutter that it has
become impossible for advertisers to choose the most effective spots in which to

Actually it is not. Talking about the clutter, Manish Porwal, executive director,
India-west, Starcom, says, "Fragmentation is an opportunity, not a problem. If you
have communication architects who know how to utilize that opportunity and put
you in the right mix of vehicles and channels, you have got your audience

In fact, if there were just a single publication or channel cutting across all
audiences, advertising niche products on the channel would be very expensive
because it would result in an over-kill since a large part of the channel's audience
is not part of the target group. Smart planning at the media agency can actually
help advertisers to save money.

Media agencies have now begun to help clients to move their ads from the
commercial breaks and into the programmers themselves. Advertisers who have
smuggled themselves into programmers include SOTC, VLCC and ICICI
Prudential. Top programmers like Kyunki saas bhi kabhi bahu thi on Star Plus and
Jassi jaisi koi nahi on Sony have been more than happy to oblige.

There has been rapid progress in the development of Electronic media

(Radio, T.V/Cable TVs) during the past 10 years. This is largely due to growing
media awareness among the general public.

RADIO: Radio continues to be most extensive covering networks covering the

entire state. AIR Aizawl station started functioning as an auxiliary station in May
1966 with frequency of 150 Watt Medium wave. In 1970 the frequency was
improved to 1 Kilowatt and then to 10 Kilowatts in 1975 and to the present
frequency of 20 Kilowatts since 1979. Transmission from short wave with a
frequency of was started in 1992. Steps are being taken to install FM Stereo
Transmitter.A 6 KW FM Radio Station was started in Lunglei in 1995. Soon, a
captive earth station to uplink news from Aizawl will be opened here. Two
community Radio stations are to be opened at According to the study; the
television industry is poised to grow at 24 per cent to Rs 42,700 crore from its
current size of Rs 14,800 crore. "Subscription revenues would be the key growth
driver for the industry over the next five years. Subscription revenues will increase
both from the number of pay TV homes as well as increased subscription rates,"
the study said. New distribution platforms such as DTH and IPTV will help
increase the subscriber base and push up subscription revenues. The film industry
is slated to grow at 18 per cent to Rs 15,300 crore in 2010 from the current size of
Rs 6,800 crore. "Advancements in technology are helping the Indian film industry
in all the spheres - film production, film exhibition and marketing," the study said.

Internet: Undoubtedly, this is the hot new field. Internet in India has 25 million
users. The year-on-year growth in Internet advertising in India has been 150 per
cent. Of the total ad spend on the online space, 40 per cent has been from the
financial sector. The medium works very well with a premium audience.

Little wonder then that the banks are the biggest spenders online, closely followed
by insurance companies and mutual funds, followed by IT and travel and tourism.
The advantage these industries get online is of more clearly defined target groups,
mostly educated and belonging mostly (approx 40 per cent) to SEC AB. The
Internet reaches a sizeable population (approx. 50 per cent) in the metros.

For industries with high-value products, addressing premium audiences online

makes great sense. One hurdle for the medium is the constraint of reach. The
moment it reaches critical mass here, FMCG may be the biggest spenders.

The first step forward in that direction is the formation of the Internet and Mobile
Association of India (IAMAI), a governing body for the Internet in India. IAMAI
is presided over by Neville Taraporewala, chairman, Yahoo Web Services India
Pvt Ltd; the member portals are MSN, Yahoo, Rediff, India times and Sify. The
association is working with the objective of reaching 100 million users over the
next two to three years. It would also be the authority in India to publish Internet
usage figures.

More and more clients are demanding that the Internet be part of their media mix.
Shamsuddin Jasani, manager, Mediaturf, says: "With internet you have
interactivity. It is a response-generating mechanism. It enforces what one has seen
on TV and radio."

Internet is also the medium, which is the most measurable. Jasani adds, "There is
no sample size, there is the whole universe to work on. Since there is no
extrapolation the measurements are 100 per cent correct."

Internet advertising is projected to grow at 50 per cent rate to Rs 750 crore by

2010 from the current level of Rs 100 crore. "The Internet is being used for a
variety of reasons, besides work, such as chatting, leisure, doing transactions,
writing blogs etc. This offers a huge opportunity to marketers to sell their
products. With broadband becoming popular, this segment is expected to grow
further," the study said. However, music industry is expected to show a flat growth
of one per cent to Rs 740 crore in 2010 from Rs 700 crore.

Advertising- Outdoor Media

The outdoor media include outdoor advertising in several from such as
Posters, Billboards, hoardings, roadside, sings, highway advertising and transit
advertising, placed on public and private transit vehicles and at rail, bus and air
Outdoor advertising today is over Rs. 500 crore, which makes it about 33%
of T.V overall spends for T.V is about Rs. 1500 crore. Most of the times agencies
are not involved and clients buy the space directly. Earlier outdoor media was
basically used for movies and consumer items line cigarette sand soaps. Today, the
concept has penetrated to the nook and corner and the users are of such diverse
items like sanitary napkins, utterly, butterly Amul, Newspapers Bank, Hostels and
restaurants etc. Any advertisement campaign is considered incomplete without the
outdoor support.
Outdoor advertising is bound to grow with the extension in the network of
national and state highways, an increase in the number of automobile in use, the
dispersion of population to the suburbs and the greater mobility of the peoples.
The more people travel, the more they are exposed to advertising messages carried
by this medium.
Booking for the space has generally to be done with the municipal
corporation of the city. Advertising agencies usually buys the space at a number of
tourist places and the busy roads and highways like G.T. road. Advertising
agencies then have a large number of associates, stationed at all there places and
these associates brings the advertiser to the agency and receives a commission
from the agency in return.

Out-of-home communication (on billboards and hoardings and on kiosks and

buses) have usually been selected as supplementary reminder media playing
second fiddle to TV and press advertising. Now, all of a sudden, outdoor
advertising has been used in a more powerful way to launch products.

The newspaper DNA used outdoor advertising almost exclusively for spreading its
launch message across the Mumbai conurbation. Earlier large companies like
Reliance Infocomm, Hutch and Tata Indicom have used outdoor advertising
massively to reach a large audience. As reminder medium nobody who has lived in
major Indian city can forget the Amul hoardings, which people actually look
forward to seeing.
The problem with outdoors has always been how to measure its effectiveness
although it has found its way into the media plans of many advertisers. Now
tracking OOH may soon become simpler.

TAM, in collaboration with its partner Neilsen Outdoor, is testing "NMR Outdoor"
— a People meter equivalent for outdoors — in Chicago. Says LV Krishnan, CEO,
TAM Media Research, "NMR Outdoors, a small, lightweight device, will reside
on a user's body and measure the user's location (including distance from outdoor
sites), angle and time with the help of satellite-based GPRS." Essentially, this
device will measure exposures to the hoardings or billboards based on the distance
from and the angle at which the person is exposed to the particular creative.

Outdoor advertising can cost as much as Rs21 lakh for a single hoarding on Patel
Bridge on Marine Drive in Mumbai, or about Rs16 lakh at Heera Panna at Haji Ali
in the same city. Steep as the rates may see, TV and print are much more

In its new role, outdoors is turning to the use of LED and Magnik. Communicating
through the outdoor medium is a challenge. Since the outdoor media address a
mobile audience, they require a unique creative: the copy should not exceed seven
words and the concept should be absorbed in seven seconds.

No wonder there are companies like Ads Advertising and Outdoor Today, which
specializes in outdoors. Media agencies like Starcom have a dedicated division,
Star Sight, concentrating on outdoors.
These are the survey made NRS(National readership survey)

Reach of Mass Media

Television today reaches nearly 50% of the population of adults against about 35%
of newspapers of all periodicity. Interestingly, even in rural India, print media
reaches about a quarter of the population against about 45% reached by TV.
English publications have just 10% readers. Readers of daily newspapers comprise
90% of all readers. One in five readers are magazine readers and there has been a
decline in magazine readership in recent times.

Reach of Mass Media -2002 Percentage of Adult Population

Mass Media All India Urban Rural

TV viewers 45 75 33

Press - Readership 35 58 24

Radio- Listener ship 20 21 19

Cinema Goers 19 29 15

Notwithstanding the inconsistencies in readership surveys, a time series analysis at

the macro level for the 1972-2002 periods reflects broad trends. Whatever little
spurt there has been in readership of dailies is accompanied with the TV boom.
However, if one takes a long-term view, one could also say that TV has slowed
down the growth of the print media. The trend confirms the view that Indian print
media needs a breakthrough to help it realize its true potential.

Growth of newspapers (1964-2000)

Between 1964 and 2002, newspapers have grown by more than six times. The
percentage of dailies increased to 11% from 6%. During the 40 years, the number
of daily newspapers increased 12 times, from about 500 to about 6000. The overall
growth in circulation has kept up. Circulation of dailies has increased from nearly
8 million in 1964 to 60 million. The annual growth in terms of numbers in the last
decade (1990-2001) when the television boom was over was steady at 5 to 6%.
However, in terms of circulation the growth has not been steady and does not live
up to its potential.

Growth in Newspapers 1964-2000

Years Nos.

Dailies All

1964 514 8,161

1968 636 10,019

1969 650 10,281

1974 822 12,653

1975 835 12,423

1976 875 13,320

1991 3,229 30,214

1999 5,157 46,655

2000 5,364 49,145

Publishing centers still limited

Even after 50 years of India's independence, there are not more than 90
centers in the country that publish newspapers. In fact, nearly 90% of newspapers
are published from 25 metro cities. This is despite the availability of basic
infrastructure elsewhere. The number of locations, however, has more than
doubled over the last 25 years. Dispersal of daily newspapers within a state is yet
another issue. "District editions" are a new approach with impressive results. The
dispersal of newspaper publishing needed to be widened further.

Number of locations that offer mass

media options in various languages

Language No. of centers that publish a Number of TV

newspaper transmitters
English 31 -

Hindi 35 -

Kannada 6 45

Telugu 15 69

Malayalam 5 23

Tamil 10 43

Marathi 16 75

Gujarati 9 49

Oriya 4 65

Bengali 3 25

Assamese 3 23

Punjabi 4 9

Urdu 4 -

Bihar 7 47
Madhya Pradesh 11 79

Rajasthan 6 75

Uttar Pradesh 24 91

Haryana 4 8

Readership and Circulation

There has not been parity in growth in readership and circulation of

dailies. Growth in readership has declined in the case of leading dailies
although there circulation increased, marginally or significantly, except
in cases such as Eenadu.

Per Copy Readers of Dailies

Publication Per Copy Readers

Hindustan Times (English) 3.6

Times of India (English) 3.3

Statesman (English) 3.8

The Hindu (English) 3.4

Gujarat Samachar (Gujarati) 4.6

Sandesh (Gujarati) 4.9

Ananda Bazar Patrika (Bengali) 5.6

Bartaman (Bengali) 6.3

Eenadu (Telugu) 6.3

Daily Thanthi (Tamil) 7.9

Dinamani (Tamil) 6.3

Navakal (Marathi) 6.9

Malayala Manorama (Malayalam) 2.7

Mathrubhumi (Malayalam) 3.3

Prajavani (Kannada) 6.2

Punjab Kesari (Punjabi) 4.9

Navbharat Times (Hindi) 5.2

Navabharat (Hindi) 6.7

Per Copy Readership

In 1972 the first National Readership Survey (NRS) recorded per copy readership
of a newspaper at 9 persons. The multi edition dailies that have the largest
circulation in the respective language region have more readers per copy. English
dailies have on an average 3-4 readers per copy as against 5-7 readers for leading
dailies in Telugu, Tamil, Kannada and Gujarati. Even leading Hindi dailies have 5-
6 readers per copy. This is an indication of the untapped potential for language
publications. The increase in price of language newspapers has however not had a
major impact on the circulation.

A decline in per copy readership is a good sign. As

literacy levels increase and cash income of
households go up, people will start buying their
own copy of newspapers. Overall, there is a
significant decline in per copy readership for most
publications. In fact, during the last two decades,
per copy readership has declined by half. Overall,
per copy readership of magazines has declined far
more significantly despite the decline in
circulation. The fact that circulation, readership
and per copy readership of magazines have
declined indicates at the possible
impact of cable and TV.
Readership among women is a key variable in the
growth of newspapers. The growth in readership
and circulation among this segment did not keep
pace in the 1970s and 1980s. However the efforts
to increase school enrolment and reduce dropout
rates among girls will have an impact on
readership. This trend has contributed to the
southern dailies registering a higher growth rate.

Newspaper Readership Vies avis TV viewing over a 30 Percentage of Adults

year period


Year Newspaper TV
Readers Viiewers

1972 37 No TV
1978 53 9

1983 47 18

1986 56 -

1990 44 71

1995 46 76

1997 45 78

2000 45 78

2002 54 -

Newspaper Readership vis a vis TV Viewing over a 30 year Percentage of Adults



Year Newspaper TV
Readers Viewers

1972 7 No TV

1986 8 5
1989 9 27

1995 10 30

2000 15 35

2002 24 -


The objectives of the study are as follows:-

1. To know the awareness of print media among general public.
2. To find out which print media is most effective.
3. To know the importance of print media in advertising.
4. To find out the purpose why respondent prefer for printed advertisement.

1. Research Design
The objective of the study as said earlier was to study the

impact of the print media in relation to advt. The research

required how print media Play imp. role is advt. It involved

gathering of information from looking centers advertisements

agencies and public.

2. Collection of Data
In order to collect data, the primary method of data collecting is

taken into account. Data is collected through direct

communication with respondent in one form or another.

3. Research Instrument

The research instrument is a structured questionnaire. It

contains both open ended and close ended question.

4. Analysis of Data

In last, the collected is analysed for this purpose table, Diagram

& interpretation is used the help of question.


The economic development of a country depends on a highly developed

communication system. Millions of people in scattered markets can be easily
reached if there is a proper communication system. No buyer can transact any
business directly with every seller, nor can he examine every product that is
offered for sale. In such circumstances, both buyers and sellers depend on print
media for carrying advertisements of product and services. Again, it is print media
which establishes in consumers' minds the price, quality, durability, etc, of the
product that is advertised. Through advertising then, consumers come to know all
details about the product, and can assess the comparative value of the product
before they leave home for shopping. On the other hand, it is advertising that
reminds consumers and creates awareness and builds confidence. Newspapers'
outstanding contribution to consumer welfare comes from its part in promoting a
dynamic, expanding economy. Print media's chief task from a social standpoint is
that of encouraging the development of new products through advertisements. It
offers a means whereby the enterpriser may hope to build a profitable demand for
his new differentiated merchandised which will justify investment. From growing
investment has come the increasing flow of income, which has raised man's
material welfare to a level unknown in previous centuries. Brand names are made
popular and established only because of advertising through print media. It is
brand name that identifies the source of a product and provides all other
information wanted by a buyer. Print media is an economical source for
advertising for wider coverage and brands are made popular through print media.
Advertising and print media go hand in hand; they are part and parcel of economic
system. Advertising normally meets than 60 percent of the cost of periodicals,
more than 70 percent of the cost of newspapers, and nearly 100 percent of the cost
of radio and television. When goods are advertised, these different media are
automatically financed by consumers, for it is they who are forced to pay higher
prices for the products that are heavily advertised. All marketing activities are
made effective and strengthen the economic system only through advertising using
print media. The fact remains that the importance of advertising in economic
development cannot be underrated. In short, advertising succeeds when it gives
people what they want. It communicates a wide range of choices and facilities the
selection process that is required for social progress. Advertising is now used more
frequently to meet social problems. It stimulates greater consumption and
contributes to social progress through industrial development. The various media -
newspapers, magazines, and direct mail sets advertiser free to say about his
products and services within the constraints and standards of practice enforced by
the media. To convey his message, he is at liberty to select a particular issue of a
newspaper or magazine. It should be noted that, as a form of communication,
advertising is used to promote the sale of a product or service, to influence
opinion, to gain political support to advance a particular cause, or to elicit some
other response than the one desired by advertiser.
Q1. Do you read Newspaper?

Nos. of persons Age category

Below 30 Above 30
Read Newspaper 78% 83%
Don't Read Newspaper 22% 17%

60% Read Newspaper
40% Don't Read
30% Newspaper

Below 30 Above 30

Age category


According to my analysis the persons who read newspapers below 30 are

78% and above 30 are 83% and the persons who don't read newspapers below
30 are 22% and above 30 are 17%.

Q2.For which purpose you read newspapers?

Purpose Below 30 Above 30

News 68% 79%
Entertainment 15% 7%
Knowledge 10% 8%
Others 7% 6%

50% Below 30
40% Above 30









According to my analysis the persons who read newspapers for news

below 30 are 68%, above 30 are 79%, who read for entertainment below 30
are 15% and above 30 are 7%, who read for knowledge below 30are 10%
above 30 are 8% and who read for other purposes below 30 are 7% and above
30 are 6% respectively.

Q3. Do you think newspaper is effective from advertisement

point of view ?

Below 30 Above 30
Effective 74% 68%
Not- Effective 26% 32%



Not- Effective



Below 30 Above 30


According to my analysis the persons who think that newspaper is effective

from adv. point of view below 30 are 74% above 30 are 68% and the persons
who says that it is not effective below 30 are 26% and above 30 are 32%

Q4. Which is your favorite newspaper?

Newspapers Below 30 Above 30

Hindustan Times 42% 33%
The Tribune 28% 40%
Dainik Bhasker 12% 13%
Punjab Kesri 7% 8%
Other 10% 6%
25% Below 30
20% Above 30
















As far as my analysis is concerned the favourite newspaper of the person

who are below 30 are HT 42%, Tribune 28%, Dainik Bhasker 12%, Punjab
Kesri 8% and others are 10%. And the persons who are above 30, their
favourite newspaper are HT 33%, Tribune 40%, Dainik Bhasker 13%, Punjab
Kesri 7% and other are 6%.
Q5. Do you read advertisement in newspaper ?
Below 30 Above 30
Yes 75% 60%
No 8% 11%
Sometimes 17% 29%

Below 30
Above 30
Yes No Sometimes


As far as my analysis is concerned the persons who read ads. in newspapers

below 30 are 75% and above 30 are 60%, who don't read ads. in newspaper
below 30 are 8% above 30 are 11% and who read ads. Sometimes below 30 are
17% and 30 above are 29%.
Q6. Do you think there is sufficient promotion done by advertisement?

Below 30 Above 30
Yes 58% 53%
No 17% 21%
Sometimes 25% 26%




40% Below 30
30% Above 30



Yes No Sometimes


As far as my analysis is concerned the persons who says yes below 30 are
58% and above 30 are 53%, who says no below 30 are 17% above 30 are 21%
and who says sometimes below 30 are 25% and 30 above are 26%.
Q7. Which type of advertisement do you like to read?

Type Below 30 Above 30

Creative 89% 10%
Easy to understand 2% 77%
Impressive 5% 8%
Others 4% 5%

60% Below 30
40% Above 30








As far as my analysis is concerned the persons who like creative ads. below
30 are 89% and above 30 are 10%, who like easy to understand below 30 are
2% above 30 are 77% and who like impressive below 30 are 5% and 30 above
are 8% and like others below 30 are 4% and above 30 are 5%.
Q8. Do you think newspaper advertisement are relevant?

Below 30 Above 30
Yes 83% 78%
No 8% 13%
Can't say 9% 9%

50% Below 30
40% Above 30
Yes No Can't say


As far as my analysis is concerned the persons who says relevant

below 30 are 83% and above 30 are 78%, who says no below 30 are 8%
above 30 are 13% who says can't say below 30 are 9% and above 30 are
Q9. What are your favorite columns in newspaper?

Column Below 30 Above 30

Editorial 25% 46%
Sports 44% 27%
Business 21% 16%
Others 10% 11%

Below 30
Above 30
Editorial Sports Business Others


As far as my analysis is concerned the persons who like column in

newspaper is below 30 like editorial 25%, sports 44%, business 21% others are
10%. And for above 30 like editorial 46%, sports 27%, business 16% others are
Q10. Do you read magazine which accompany your newspaper?

Below 30 Above 30
Yes 47% 53%
No 29% 28%
Sometimes 24% 19%



Below 30
Above 30


Yes No Sometimes


As far as my analysis is concerned the persons who says yes below 30 are
47% , who says no 29% who says sometimes are 24% and the persons are
above 30 say yes 53%, who says no are 28% and who says sometimes 19%.
Q.11. Does the page number of the advertisement matter?.

% age Of Respondents
YES 60
NO 40


Interpretation: Yes page number in newspaper is important because some time in the
newspapers half of the news is on front page and half of the news relating to same topic is
given in back or may be in between the newspaper. People should easily understand if
there is a page number is given. 60% of respondents say yes and 40% of respondents says
Q.12 Does the kind of page (sports, editorial, world) matter in given


%age of Respondent
YES 70
NO 30




INTREPRETATION: While giving a advertisement in newspapers we should

considered on which page of the newspaper we give advertisement. The main motive of
some people to target different people. If our product is for sports people than we give
advertisement in the sports page, if our target is businessmen people than we give
advertisement in business page. So according my survey 70% respondents saying yes it
should be matter but 30% of respondents say it should be matter in the newspaper.

At the end of the study it is conclude that advertisement play a very
important role in Print Media. As compared to other print media like magazine,
newspaper is more effective. Most of the people read newspaper for news,
entertainment, editorial, and sports & for other purposes as compared to other
Print Media.
Most of the Company prefers to give their advertisement in print media
rather than other media because it is much effective and cheaper.
All newspapers readership and circulation is increasing day by day which
clearly shows that advertisement has great impact on print media.

Name :____________________________________________________



Q1. Do you read Newspaper?

A) Read B) Do not Read

Q2. For which purpose you read newspapers?

A) News B) Entertainment

C) Knowledge D) Other

Q3. Do you think newspaper is effective from advertisement point of


A) Effective B) Not Effective C) Cannot say

Q4. Which is your favorite newspaper?

A) Hindustan Times B) The Tribune

C) Dainik Bhaskar D) Punjab Kesri

E) Others

Q5. Do you read advertisement in newspaper?

A) Yes B) No C) Sometimes
Q6. Do you think there is sufficient promotion done by advertisement?

A) Yes B) No C) Cannot Say

Q7. Which type of advertisement do you like to read?

A) Creative B) Easy to Understand

C) Impressive D) Others

Q8. Do you think advertisements are relevant to the types of news paper in

which they are given?

A) Yes B) No C) Cannot say

Q9. What are your favorite columns in newspaper?

A) Editorial B) Sports

C) Business D) Others

Q10. Do you read magazine, which accompany your newspaper?

A) Yes B) No C) Sometimes

Q11. Does the page no. of advertisement matter ?

A) Yes B) No

Q12. Dose the kind of page(sports ,editorial ,world )matter in given


A) Yes B) No

The objectives of the study are as follows:-

1. To know the awareness of print media among general public.

2. To find out which print media is most effective.

3. To know the importance of print media in advertising.

4. To find out the purpose why respondent prefer for printed



 Sales Management- Cundiff & Govani

 Advertising- Dunn. S.W. & Barrban. A.M

 Advertising Management- David. A.








With deep sense of gratitude I would like to take this opportunities thank my honorable
project guide Dr.Dyal Bhatnagar (Lect), University School of Business Studies, Punjabi
University, Talwandi Sabo who was always a sincere advisor and inspiring force behind
this report. He has been extremely generous with his time and rendered me all possible
help to see this work complete. I could not have asked for more cooperating guide his
invaluable and unstinted support has always given me the confidence to do he work.
Without his guidance this project report would not light of the day.
In addition to them I would also like to thanks my friends who were of
immense help to me. I would also like to thank to my honorable HOD of USBS giving
me opportunity I work on this project.
Last but not least I like to thank my parents, their support throughout the making
of this report.


It is certified the project work entitled “Impact Of Advertisement In Relation To Print

Media.” done by SARWAN SINGH to be submitted to USBS TALWANDI SABO in

Partial fulfillment of the requirement of the award of the degree of MASTER

BUSINESS MANAGEMENT (MARKETING) has been carried out under my

guidance and supervision.



Dr.Dyal Bhatnagar

USBS, Talwandi Sabo