A PROJECT REPORT ON ONLINE ADVERTISING AT DAINIK JAGRAN

(Submitted in partial fulfilment for the completion of the degree of BBA) Under Guidance of: Mr Ashish Sharma Faculty Member, FASC Submitted by: Vijaylaxmi Pande Enrol No.-080281

FACULTY OF ARTS, SCIENCE & COMMERCE Mody Institute Technology & Science Lakshmangarh (Rajasthan) 2010-11

PREFACE
The history of advertising offers fascinating insights. The first player on this stage was God Himself. When God created mankind, particularly women, his best talent was on display. With innocent glee, He announced His creations to the world. Therein lay the first advertisement. With such impeccable pedigree, advertising matured over time into the fine art of showing off. The more than three thousand years old papyrus scrolls from Thebes, offering a reward for a runaway slave, is often quoted as an instance of early advertising. Commercial messages and political displays have been found in the ruins of Pompeii and ancient Arabia. The paintings of Roman gladiators with sentences urging attendance at their combats is another fine instance of early advertising. The street crier on the roads of Athens and more interestingly his India counterpart, the DuDugi Wala were all advertisers for royalty. Advertising as a discreet form is generally agreed to have begun with newspapers in the seventeenth century, which included live or classified advertising. Simple descriptions plus prices of products served their purpose until the late nineteenth century, when technological advances meant that illustrations could be added to advertising and color was also an option. An early advertising success story is that of Pears soap. Thomas Barrat married into a famous soap making family, and realized that they needed to be more aggressive about pushing their products if they were to survive. He launched a series of ads featuring cherubic children which wielded the brand to the values it still holds today. He took images considered as fine art, and used them to connote his brands quality, purity and simplicity. He is often referred to as the father of modern advertising. Newspaper advertising was quickly followed by mass media devices such as photographic slides, projectors, magazines, radio, cinema ultimately television. Then came the big daddy of them all- ONLINE ADVERTISING.

The internet or the World Wide Web has deeply permeated into the innards of human society. Now, when we seek our alter ego, we turn to the computer. A person is considered uneducated if he does not click a mouse a couple of times a day. In older days, men would recoil and women shriek and faint at the sight of a mouse. Now, they lovingly run their fingers all over it, eagerly and expectantly awaiting the contents that it may disgorge. Online advertising is a happy marriage between the art of advertising and the science of advertising. It is monogenic in nature, because it becomes a one stop shop for all your needs. It blesseth both the giver and taker. Like the helpful genie of Aladdins Lamp, it is not limited by geography and is always around to serve you. I thoroughly enjoyed all aspects of my brief training at Mumbai at Dainik Jagran, and I hope that the occasion will soon arise for me to put into practice what they preached to me.

ACKNOWLEDGEMENTS
I have received more help with this project than I can adequately acknowledge here. Nevertheless, I will try my best. I owe most to the Chairman and the Board of Directors of The Jagran Prakashan Ltd., for having created a dynamic company where working is a pleasure. My greatest debt is to Mr. Vikas Joshi, Vice President Marketing, Dainik Jagran, who was my mentor and guide during the course of training. Mrs. Lata Joshi, who took me under her wing and guided me around Mumbai with watchful and loving care. I benefited from the intellectual camaraderie of Ms. Deepali Shanbhag. I was helped in various endeavors by Miss Khissim Kohri, Mrs. Dhavni Pandya and Mrs. Ragni Pandey. I am grateful to my teacher and guide, Mr. Ashish Sharma, for his advice and egging on which helped me to get down to the task of writing and formulating this project. Finally , I thank The Mody Institute of Technology and Science, my happy hunting ground for the past three years, and the platform on which I drew out this interesting report.

TABLE OF CONTENTS

1.CHAPTER 1 INTRODUCTION

A. CORPORATE PROFILE
Jagran Prakashan Ltd (JPL) is Indias leading media and communications group, with its main interests across Newspapers, Outdoor, Internet, Magazines, Below the Line marketing solutions, and Mobile Value Added Services.

1. Market A nations economic and political wealth is often measured by its readership. The Indian print media boasts several thousand newspapers and magazines is very uniquely placed given the heterogeneity of our country. There are a vast number of publication mastheads across scores of languages and pockets of distribution. Rising income and literacy levels along with recent liberalization of media have given the Indian media industry increasing momentum. In this new, dynamic world of Indian media Dainik Jagran is an iconic brand. More than 55.7 million people reach out for Dainik Jagran making it the largest read daily of India. Readership of Dainik Jagran has grown by multiples over the years. Today Dainik Jagran has a readership of 55.7 mn as per the Indian Readership Survey, 2008 Round 2. Not only this, Dainik Jagran has been the largest read daily of India for the last consecutive 11 rounds of

the Indian Readership Survey. This is a unique record in the history of Indian media. Dainik Jagrans 37 editions carve a huge swath across eleven states Uttar Pradesh, Uttarakhand, Punjab, Haryana, Bihar, Jharkhand, Himachal Pradesh, Madhya Pradesh, Delhi, West Bengal and Jammu & Kashmir. Its footprint reveals truly awesome numbers: 101 million households comprising 500 million people (Source: IRS 2008 R2 and Census). Of these, more than 44% of all 1 million plus cities and 42% of all 100,000 plus towns in India fall within Jagran markets. 50% of Indias SEC A and 45% of Indias Rs. 10,000+ per month group lives in Jagran footprints. 47% of the Indias businessmen/industrialists/ selfemployed professionals and 51% of all students in India are from Jagran markets. Its markets account for a huge share of most product categories almost every second automobile, 37 million television sets, 13 million refrigerators and 12 million 2-wheeler owners fall in Jagrans footprint (Source IRS 2008 R2). Rephrased, almost every third Hindi newspaper reader and every ninth any newspaper reader in India reads Dainik Jagran.

2. Growth

Dainik Jagran has grown from strength to strength. More than 55.7 million people reach out for Dainik Jagran making it the largest read daily of India. Currently, Dainik Jagrans 37 editions are published across eleven states of India. Its editions are published from the following places: Madhya Pradesh: Bhopal, Indore, Gwalior, Jabalpur, Ratlam, Satna, Saugor Uttar Pradesh: Kanpur, Jhansi, Varanasi, Agra, Allahabad, Aligarh, Bareilly, Gorakhpur Jharkhand: Dhanbad, Jamshedpur Uttarakhand: Dehradun

Punjab: Amritsar, Ludhiana, Jalandhar Haryana: Panipat Bihar: Patna, Bhagalpur Himachal Pradesh: Dharamshala Delhi West Bengal: Siliguri Jammu & Kashmir: Jammu

For a newspaper which had very modest beginnings, being established in the small town of Jhansi, it has come a long way.

B. Vision
Dainik Jagran was launched with the vision of its founder, the late Puran Chand Gupta, to Create a newspaper that would reflect the free voice of the people. This vision was as much a reflection of the time when it was propounded as it is today when Dainik Jagran markets control the political destiny of the largest democracy in the world Dainik Jagran has, through the years, fostered a vision of spreading awareness and truth amongst the masses and being a pioneer in spreading the light of knowledge. For this, it has moved from strength to strength, expanding its base across India. Established With such outstanding credentials it is easy to see that Dainik Jagran would have several achievements. In May 2006, Dainik Jagran was voted as the most credible source of news within the print media by a BBC-Reuters study. The readership and circulation numbers have grown exponentially over the last 6-7 years and Dainik Jagran has marked Indias presence on the international media map by becoming the largest read daily in the world.

In a fine show of marketing acumen Dainik Jagran has pulled even further ahead of its nearest competitor. The gap now stands at a resounding 22 million (Source: IRS 2008 R2). If statistics make a newspapers world go around then Dainik Jagran has other significant achievements, as well: its readership is greater than all the 25 English dailies reported in IRS put together. Interestingly, apart from being the largest read daily in the country, Dainik Jagran is also the No,1 read daily amongst people who cannot read English.

C. Our Mission

Move first, Move fast Dainik Jagran was founded with a simple belief - to create world-class media product and services. Our mission stems from the belief that consumer experience is critical to our success.

Multiple ties Team Jagran strives to create multiple relationships with global Indian. To do that Jagran commanders and strategists wear multiple hats, think disruption, and reinvent themselves every week.

Continuous innovation Being in a dramatically-changing business-the internet-amounts to: act granular, think big. Our customers are just joining the digital revolution. So, we must keep anticipating their preferences through meticulous work, continuous innovation, and consistency in quality.

Where ideas live

At Dainik Jagran, ideas rarely die; because we vehemently believe in the freedom to disagree. We believe in keeping the floodgates of ideation open all the time. We are not subsumed by it, we generously give every idea enough gestation-time even if it means forking out time from our daily work.

D. History

Dainik Jagran was founded in 1942. It was the year when the freedom struggle of India reached its crescendo and found expression in the Quit India movement. Dainik Jagran was launched with the vision of its founder, the late Puran Chand Gupta, to Create a newspaper that would reflect the free voice of the people. This vision was as much a reflection of the time when it was propounded as it is today when Dainik Jagran markets control the political destiny of the largest democracy in the world. The tradition of truth that Puran Chand Gupta heralded was carried forward by literary stalwarts like Narendra Mohan. Apart from strengthening Jagrans editorial stance, he embarked on a drive towards modernizing and building interaction between the paper and its readers. In 1942, the first edition of Dainik Jagran was launched from Jhansi. In 1947, the second edition was launched from Kanpur. In a succession of launches and planned expansions, Rewa and Bhopal editions were added in 1953 and 1956 respectively. In 1975 came Gorakhpur; in 1979, Varanasi, Allahabad and Lucknow. 1984 saw the Meerut edition being launched followed by Agra in 1986, Bareilly in1989 and Delhi in 1990. Between 1997 and 2006, Dainik Jagran extended itself by adding eighteen new editions one each in Dehradun, Jalandhar, Hissar, Patna, Moradabad, Aligarh, Ranchi, Jamshedpur, Dhanbad, Bhagalpur, Panipat, Haldwani, Ludhiana, Muzaffarpur, Jammu, Dharamshala, Indore and

Siliguri. During 2007-08 six new editions were launched Patiala, Bhatinda, Mathura, Rae Bareilly, Ayodhya and Haridwar. In June 2005, Dainik Jagran entered into a strategic alliance and partnership with Independent News and Media Plc. Shortly after, the company went public in 2006. More than 55.7 million people reach out for Dainik Jagran making it the largest read daily of India. Currently, Dainik Jagrans 37 editions are published across eleven states of India. Its editions are published from the following places

E. ORGANISATIONAL STRUCTRE
BOARD MEMBERS

Name Mr. Mahendra Mohan Gupta

Designation Chairman & Managing Director CEO & Whole Time Director Whole Time Director Whole Time Director Whole Time Director Director

Mr. Sanjay Gupta Mr. Dhirendra Mohan Gupta Mr. Sunil Gupta Mr. Shailesh Gupta Mr. Shailendra Mohan Gupta

Mr. Devendra Mohan Gupta Sir Anthony J. F. O' Reilly Mr. Gavin K.O' Reilly Mr. Anuj Puri Mr. Bharat Ji Agrawal Mr. Kishore Biyani Mr. Naresh Mohan Mr. Rajendra Kumar Juhnjhunwala Mr. Rashid Mirza Mr. Shashidhar Sinha Mr. Vijay Tandon Mr. Vikram Bakshi

Director Director Director Independent Director Independent Director Independent Director Independent Director Independent Director Independent Director Independent Director Independent Director Independent Director

Details of Directors Mr. Mahendra Mohan Gupta (67 years) is the Chairman and Managing Director of our Company and also holds the position of Managing Editor of Dainik Jagran. He holds a bachelor's degree in

commerce. Mr. Gupta has more than 47 years of experience in the print media industry. Mr. Gupta has held various key positions in the industry including being the Chairman of United News of India ("UNI"), President of The Indian Newspaper Society (INS), President of Indian Languages Newspaper Association ("ILNA"), Council Member of Audit Bureau of Circulations, Member of Press Council of India and Member of Film Censor Board of India, Member of the Board of Press Trust of India (PTI) besides holding senior honorary positions in various social and cultural organizations. Mr. Gupta is also Member of Parliament (Rajya Sabha) and presently Member on the Board of PTI, INS and Merchants' Chambers of Uttar Pradesh. His work for the cause of society, Indian trade and industry in general and newspaper industry in particular has been recognized by various social, cultural and professional bodies in India. For excellence in Hindi newspaper, he has been honoured with 'Indira Gandhi Priyadarshni Award' by All India National Unity Conference, New Delhi. Mr. Gupta also holds the post of the NonExecutive Chairman of Jagran TV Private Limited, and Rave@Moti Entertainment Private Limited. Mr. Gupta is also the Chairman and Director of Jagran18 Publications Limited. He has been a director of our Company since inception and is a nominee of our Promoters. Mr. Sanjay Gupta (45 years) is a whole-time Director and also holds the position of Editor of Dainik Jagran and CEO of our Company. He holds a bachelors degree in science. Mr. Gupta has more than 25 years of experience in the print media industry. Besides being the Editor of Dainik Jagran and CEO of our Company, he is also responsible for our operations in the northern region comprising of New Delhi, Haryana, Punjab, Himachal Pradesh and Jammu & Kashmir. Mr. Gupta is also Director of Indian Institute of Management, Lucknow and Motilal Nehru Institute of Technology, Allahabad. Mr. Gupta has been a director of our Company since 1993 and is a nominee of our Promoters.

Mr. Dhirendra Mohan Gupta (64 years) is a whole-time Director. He holds a bachelors degree in arts. Mr. Gupta has more than 42 years of experience in the print media industry. He is the Director-incharge of our operations in the western regions of Uttar Pradesh and Uttaranchal. Mr. Gupta has been a director of our Company since inception of the Company and is a nominee of our Promoters. Mr. Sunil Gupta (46 years) is a whole-time Director. He holds a bachelors and a masters degree in commerce. Mr. Gupta has more than 25 years of experience in the print media industry. He is in charge of our operations in Bihar, Jharkhand and parts of eastern Uttar Pradesh. Mr. Gupta has been a director of our Company since 1993 and is a nominee of our Promoters. Mr. Shailesh Gupta (39 years) is a whole-time Director of our Company. He holds a bachelor's degree in commerce. Mr. Gupta has more than 18 years of experience in the print media industry. He is Member of Council of Audit Bureau of Circulations, The Indian Newspaper Society and heads our advertisement and marketing department. Mr. Gupta has been a director of our Company since 1994 and is a nominee of our Promoters. Mr. Shailendra Mohan Gupta (58 years) is a non-executive Director. He holds a bachelors degree in science. He has over 30 years of experience in administration, sales and marketing fields in Sugar, Alcohol and Electronics industry. He was Joint Managing Director of Jagran Micro Motors Limited and Managing Director of Shakumbari Sugar & Allied Industries Limited. Mr. Shailendra Mohan Gupta has been appointed as the Director of our company in Annual General Meeting held on 4th September 2008 and is a nominee of our promoters. Mr. Devendra Mohan Gupta (58 years) is a non-executive Director. He holds a bachelors degree in Engineering (Mechanical).

Mr. Gupta has more than 13 years of experience in handling Product Design, Research & Development, Production, Purchase & Sales (Domestic & Overseas). He is pioneer in introducing D.C. Micro Motors technology in the country and Indian Standard Institution (I.S.I.), took Mr. Gupta on its Panel in the year 1979 for D.C. Micro Motors. Mr. Gupta has helped I.S.I. for formulating the specifications for D.C. Micro Motors & bringing out its first Standard IS: 9670 in the year 1980. He is the Managing Director of Jagmini Micro Knit Private Limited and Classic Hosiery Private Limited. He is the recipient of Export award of Electronics & Computer Software Export Promotion Council (sponsored by the Ministry of Commerce, Govt. of India), New Delhi for the year 1995-96 from Honble Minister of Commerce. He joined our Board on 4th September, 2008 and is a nominee of our Promoters. Sir Anthony J. F. OReilly (71years) is a non-executive Director. Sir Anthony was educated in Ireland at Dublins Belvedere College, University College Dublin (UCD) and at the Incorporated Law Society of Ireland. He is an honors graduate in civil law, a solicitor and has completed a doctorate degree in agricultural marketing from the University of Bradford, England. Sir Anthony was the Chairman and President of HJ Heinz Company and a member of the board of the New York Stock Exchange, Banker Trust, General Electric Plc, Ericom Group Plc, Washington Post and Mobil Oil Inc.. He is the Chairman of Waterford Wedgwood Plc. He has been a director of Independent News & Media Plc. since 1973, became the Executive Chairman in 2000 and Chief Executive in 2004. Sir Anthony joined our Board on July 25, 2005 as a nominee of Independent News & Media Investments Limited. Mr. Gavin K. O'Reilly(41 years) is a non-executive Director. He holds a bachelors degree in science from Georgetown University Business School, Washington D.C. He has been a Director of Independent News & Media Plc. since 1997 and was appointed the Chief Operating Officer of Independent News & Media Plc. in 2001.

Mr. OReilly is the President of the World Association of Newspapers and Chairman of the National Newspapers of Ireland. He serves on the Board of a number of companies including APN News & Media Limited, Australia. Mr. Gavin O Reilly joined our Board on July 25, 2005 as a nominee of Independent News & Media Investments Limited. Mr. Anuj Puri(42 years) is an independent Director. He holds a bachelors degree in commerce, is an Associate of the Institute of Chartered Accountants of India (New Delhi), Associate of the Chartered Insurance Institute, UK, Associate of Insurance Institute of Surveyors & Adjusters (India) and an Associate of the Insurance Institute of India. Mr. Puri has over 18 years experience in multidisciplinary consulting ranging from real estate to social development projects. Specifically in real estate sector, he has expertise in planning and undertaking demand assessment studies, valuation and transactional services including marketing strategies based on technical analysis of real estate markets. His past experience ranges from feasibility studies, program requirement derivation, fund and investor sourcing. Mr. Puri has held various key positions in the industry and is the Chairman of the Real Estate and Construction Committee (Western Zone) CII, a Member of National Retail Committee, CII and a Member of Public and Works Development Committee, FICCI. At present, Mr. Puri is the Chairman & Country Head of Jones Lang LaSalle Meghraj, one of Indias largest real estate service providers. Mr. Puri joined our Board on November 18, 2005. Mr. Bharat Ji Agrawal(65 years) is an independent Director. He holds a bachelors degree in science and a bachelors degree in law. Mr. Agrawal has been practicing as an advocate for about 45 years. Mr. Agrawal has been designated as Senior Advocate by the High Court, Allahabad in 1997 and has been appointed as the Senior Standing Counsel of the Income Tax Department in the High Court at Allahabad. He has been the Chairman and the Vice Chairman of

U.P. Bar Council and has been nominated as National President of All India Federation of Tax Practitioners. He has addressed various Tax Conference abroad in London and USA apart from being a regular Faculty Member of Madras Chamber of Commerce and Industry, Chennai. Mr. Agrawal has been awarded SUMMAN by the Income Tax Department in fiscal 1997. In addition, Mr. Agrawal holds various senior honorary positions in various social and cultural organisations. Mr. Agrawal joined our Board on November 18, 2005. Mr. Kishore Biyani(47 years) is an independent Director. He holds a bachelors degree in commerce and a post graduate degree in marketing. Mr. Biyani is the Group CEO of Future Group and is the Founder and Managing Director of Pantaloon Retail (India) Limited. Pantaloon Retail (India) Limited is Indias leading retail company that operates chains like Pantaloons, Big Bazaar, Food Bazaar, Central, among other formats. He has over two decades of entrepreneurial experience in the textile and retailing industry. Kishore Biyanis contributions to the retail industry have been recognized with several awards including Ernst & Young Entrepreneur of the Year (services) 2006, CNBC India Business Leadership Awards First Generation Entrepreneur of the Year 2006 and the IIM Lucknow-Lakshmipat Singhania Young Business Leader Award 2006 presented by Prime Minister, Dr. Manmohan Singh. Pantaloon Retail (India) Limited was awarded the International Retailer of the Year 2007 by US based National Retail Federation and Emerging Market Retailer of the Year 2007 at the World Retail Congress, held in Barcelona. Kishore Biyani has recently authored his autobiography, It Happened In India. In addition, he is a Member of the Indian Merchant Chamber and Chairman of Confederation of Indian Industrys (CII) National Committee on Retail. Mr. Biyani joined our Board on November 18, 2005. Mr. Naresh Mohan(66 years) is an independent Director. He holds a bachelors degree in arts. Mr. Naresh Mohan has more than 44

years of work experience in the print media industry. Prior to retirement in 1998, he worked with The Hindustan Times Limited as Executive President. Subsequently, Mr. Naresh Mohan is engaged in media consultancy. Mr. Naresh Mohan has held various key positions in the print media industry including being the President of Indian Newspaper Society, Chairman of United News of India, Chairman of Audit Bureau of Circulations and Member of Press Council of India. Mr. Naresh Mohan is presently the member of the Executive Committee of The Indian Newspaper Society and the Director of Jagran 18 Publications Limited and The Statesman Limited. Mr. Mohan joined our Board on November 18, 2005. Mr. Rajendra Kumar Juhnjhunwala is an independent Director. He holds a bachelor degree in commerce. He has been managing the working of the Sugar Mill, Vanaspati Plant and Steel Foundry from the year 1964 in the group company of Motilal Padampat Udyog Limited. In addition to this, he has been managing the export business of harness and saddlery products in M/s Moti International Limited. In past, he has been the President of Merchant Chamber of U.P., Chairman of the Employers association of Northern India, Vice President of Indian Vanaspati Producers Association, New Delhi and member of the Steel Furnace Association of India, New Delhi. In addition to all, he has also been associated with many philanthropic Associations. He joined our Board on 4th September, 2008. Mr. Rashid Mirza(52 years) is an independent Director. He holds a diploma in leather technology from Leather Sellers College, London and served with various leather companies in the U.K. Upon his return to India, he joined his family business. In 1979, he along with his father promoted Mirza International Limited. He is having a vast experience of more than 32 years in the leather industry. Mr. Mirza is presently the Managing Director of Mirza International Limited and also in the Board of some group companies in India and abroad. Mr. Mirza joined our Board on November 18, 2005

Mr. Shashidhar Sinha is an independent Director. He is CEO of Lodestar Universal India. A veteran of 26 years experience in media management and development, he has overseen his agencys recognition as a national Agency of the Year twice and Runner Up twice in the past five years. At the same time he has driven Lodestar Universals expansion into the Digital, Retail and Film Entertainment areas which offer unique opportunities in this large and accelerating market. He has worked on large fmcg brands like LOreal, Amul and S. C. Johnson. He is actively involved and drives key industry bodies like the Advertising Standards Council of India, AAAIs Indian Broadcasting Federation joint body on industry practices, Audit Bureau of Circulation and the Joint Industry Body set up to monitor TV measurement. He joined our Board on 4th September, 2008. Mr. Vijay Tandon(63years) is an independent Director. He graduated from the University of Delhi. Mr. Tandon is a chartered accountant and fellow of the Institute of Chartered Accountants of India. After qualifying as a chartered accountant in 1969, Mr. Tandon worked with Thakur, Vaidyanath Aiyar & Co., a leading firm of Chartered Accountants in New Delhi and was a partner of the firm between 1980 and 1999. As a chartered accountant and financial management consultant, with over 31 years of professional experience in various capacities, Mr. Tandon has been associated with number of private and public sector companies and banks in the capacity of auditor. Mr. Tandon has extensive knowledge of the corporate laws and was heading the Corporate Division of Thakur Vaidyanath Aiyar & Co. Mr. Tandon has been associated with print media industry in various capacities, as publisher auditor, auditor representing the Audit Bureau of Circulations and as director in Associated Journals Limited (National Herald Group of Publications). Also, as a management consultant, Mr. Tandon has been associated with a number of consulting services in diverse sectors of economy, industry and public utilities funded by the Asian Development Bank, the World Bank and Department of International

Development, UK in India as well as South & Central Asia. Presently, Mr. Tandon is Principal Consultant with GHK Consulting Limited a UK-based development consultants. Mr. Tandon joined our Board on November 18, 2005. Mr. Vikram Bakshi(53 years) is an independent Director. He holds a bachelors degree in science. Mr. Bakshi has extensive experience spanning 26 years in real estate, hospitality and retail. As the Managing Director, Connaught Plaza Restaurants Pvt. Ltd. & JV Partner of McDonalds India, a Joint Venture with McDonalds Corporation of USA, Mr. Bakshi has established McDonalds as the industry leader in the Food Services Sector. Mr. Bakshi was nominated by Images Retail Forum for Retail Face of the Year Award 2004 & 2005. He was also nominated by ET under the category of Entrepreneur of the year for the Economic Times awards 2004 & 2005. He was conferred for his contribution towards 5th International Franchise and Retail show-07 by Franchise India. Recently he has been recognized as The Most Admired Food Professional of the Year at the Golden Spoon Awards 2008-The Images Award for excellence in food retailing.

COMMITTEES OF BOARD OF DIRECTORS Committee Composition Mr. Vijay Tandon Mr. Gavin O' Reilly Mr. Kishore Biyani Mr. Naresh Mohan

Audit Committee

Shareholders/ Investor Grievance Committee

Mr. Bharat Ji Agrawal Mr. Rashid Mirza Mr. Sanjay Gupta Mr. Sunil Gupta

Remuneration Committee

Mr. Naresh Mohan Mr. Gavin K. O' Reilly Mr. Kishore Biyani Mr. Vijay Tandon

F.PRODUCT PROFILE

JPL is a part of media & education conglomarate Jagran group. The group has interests in Print Media, Web Media (through JPL), Electronic Media (IBN 7 Channel in JV with TV 18 group), Sugar (2500 TCD Mill at Saharanpur), Education (Jargan Public School, Puran Chand Vidyaniketan and Institute for mass communication & Animations), Hosiery (Jagmini Micro Knit), Electrical equipment (Jagran Micro Motors Ltd) etc. JPL has the following business verticals:

Print Media: (Printed products are also available as E-Paper) Dainik Jagran (DJ), the financial backbone of the group. This flag ship Hindi newspaper is the largest read newspaper in India. With a readership of 55 mn, it has been the largest read daily of India for the last consecutive 12 rounds of the total Indian Readership Survey (IRS). With 37 editions, Dainik Jagran covers 11 states of India. It has also been declared by the World Association of Newspapers (WAN) as the Largest read Non-English daily in the world (Source: JPL Annual Report 2009). i-Next is the newly launched product. It India's first bilingual compact Hindi daily targeted at the youth. In just 18 months it has captured about 1.4 Million readership. It covers 9 prominent cities in 4 states of India through its various editions and infrastructure. City Plus is the Weekly English Tabloid from the group. It is an English News-Information- Entertainment paper with 16 editions from Delhi, NCR, Bangalore and Pune , targeting premium geographic localities. Jagran Sakhi is a premium womens magazine that targets upwardly mobile, outgoing women in the upper socioeconomic class. Non-Print Business: Online & Mobile based Services J9 is the online and mobile based services division of JPL . In 2007, through a strategic alliance with Yahoo, jagran.com was launched as a co-branded site http://in.jagran.yahoo.com. It is the worlds largest portal in the Hindi genre. It has also launched an Online Classified platform (khojle.in), online Gaming Platform jeetle.in. Mobile add-on services (wap.jagran.com). Customer Relations Arrangements & Event Management Jagran Solutions, a division of JPL specializes in providing versatile, complete and measurable solutions in ensuring an

immersive, interactive and experiential integrated marketing plan applicable to activations, corporate events, conventions, product launches, meetings, conferences, exhibitions and contests. Out of Home Advertizing JPL set up division called Jagran Engage was launched in 2006, to provide complete out-of-home advertising solutions to advertisers. Jagran Engage covers 900 + towns spread across 370 districts in 27 states. Engage offers Bonanza Research Team |2 comprehensive Out-Of-Home (OOH) solutions to prospects & customers through its bouquet of offerings of Hordings &Billboards, Unique Street Furniture, Transit & Mobile Media besides innovative & ambient to suit specific client requirements. Global Marketing Jagran International is the international division of JPL responsible for marketing JPL products outside of India. Amongst other things, it develops country reports for India, and works with its international associates to develop India Reports in markets like Ireland, UK, South Africa, Australia and New Zealand.

G.COMPETETORS

Dainik Bhaskar: Dainik Bhaskar Group is a multifaceted industry major founded half-a-century ago. The groups initial foray was into the newspaper publication business. Over the years, the group has diversified into sectors such as textiles, solvent extraction, oil refinery, vanaspati, export of polished / semi-precious stones, TV media, FM radio, Information technology, real estate, theme / amusement park, and FMCG. Indeed, under the stewardship of Shri Ramesh Chandra Agarwal, the group has taken an honourable place among Indias corporate elites.

Amar Ujala: Amar Ujala is a Hindi regional daily newspaper distributed in India,tag line-taki sach zinda rahe{"So that Truth Lives On"},] launched on April 18, 1948 as a 4-page newspaper with a circulation of 2,576 copies. Amar Ujala initially focused on political and social issues and crime stories. Twenty years later, the newspaper had a circulation of 20,000 serving over 14 districts in Western Uttar Pradesh.

Nav Bharat Times: Navbharat Times is the largest as well the leading national newspaper of Delhi, published in the Hindi language. Navbharat Times was launched in order to address the people of independent India in Hindi, a language, which was totally their own. The owner of Navbharat Times is Bennett, Coleman & Co. Ltd.

Rajasthan Patrika: Rajasthan Patrika was started as an evening newspaper with a borrowed capital of Rs. 500 in 1956. Late Shri Karpoor Chandra Kulish founded Rajasthan Patrika on 7 March 1956. Before that he was working for Rashtradoot, a prominent newspaper of that time. The other two Hindi dailies dominated the readership of Rajasthan due to their better resources and wide coverage of news were Lokvani and a Navayug, during that time Delhi based newspapers.

Punjab Kesari: Punjab Kesari a Hindi

news paper portal brings, news online and news paper in hindi from almost every parts of India including, Punjab, Chandigarh, Haryana, Himachal Pradesh, Jammu and Kashmir, J&K, Rajasthan, Uttar Pradesh and some other popular cities in India 24x7. Punjab Kesari epaper offers Latest Hindi News content and Breaking Hindi News, Hindi Headlines, Hindi Cricket News, Hindi E paper, Bollywood News, Hindi Horoscope, Hindi Business News and Breaking India News.

Prabhat Khabar: Prabhat Khabar is a Hindi language newspaper published daily in Jharkhand in northern India. The newspaper is circulated in several states in India, including Bihar, Jharkhand and West Bengal. It was founded in August 1984 in Ranchi, the capital of

Jharkhand. The newspaper is notable for reporting social issues and revealing scams, such as the Fodder Scam. The newspaper began reporting the Fodder Scam in 1992. Despite receiving threats, the newspaper wrote 70 reports on the scam and had four or five reporters reporting the story.

F.MARKET SHARE ACROSS INDIA

Delhi Maharashtra Uttar Pradesh West Bengal Gujrat Madhya Pradesh Punjab Bihar Tamil Nadu Andhra Pradesh Rajasthan Uttaranchal Karnataka Kerala Chhattisgarh Haryana Orissa Goa Himachal Pradesh Assam Jharkhand 5.02% 4.99% 4.42% 4.21% 4.17% 2.46% 2.26% 2.05% 1.92% 1.51% 1.10% 1.09% 0.91% 0.69% 0.54% 0.25% 0.15% 0.11% 17.99% 16.68%

27.48%

G. SWOT ANALYSIS
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research. Strengths: attributes of the person or company that are helpful to achieving the objective(s). Weaknesses: attributes of the person or company that are harmful to achieving the objective(s). Opportunities: external conditions that are helpful to achieving the objective(s). Threats: external conditions which could do damage to the objective(s).

The SWOT analysis of Jagran Prakashan is as follows:

Figure 1SWOT ANALYSIS OF DAINIK JAGRAN

H. REVENUE AND GROWTH

The effect of economic slowdown was seen in media sector in the second half of FY09 and the first half of FY10. The slowdown in the advertisement expenses by major sectors like BFSI, FMCG, Real Estate etc. resulted in the slowdown in the print media sectors growth. During FY0509, total income of the company grew at a CAGR of 17%. In FY09 Jagran reported a growth of 10% in the revenue where most of the industry players reported a negative growth or low growth. Main triggers behind the phenomenal growth in total income Advertisement revenue grew by 10.6% in FY09 as compared to the previous financial year; the slow growth was mainly because of economic slowdown. Subscription revenue registered a growth of 8% during previous financial year and marginal growth in subscription revenue is mainly due to 11% in number of copies circulated. The Outdoor and Events revenue decreased during the year mainly because of lesser new launches and brand promotional activities.

The Subscription prices have reduced for the company in last few years in spite of this the subscription revenue increased by a CAGR of 11%

during 200509. The increase was result of the increase in the number of copies circulated. The advertisement revenue per copy increased by CAGR of 6% from FY07 to FY09. The high number of readership helps company in advertisement growth.

CHAPTER 2 MARKETING MIX STRATEGIES- ONLINE ADVERTISING A.MARKETING MIX

The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried.[1] A prominent marketer, E. Jerome McCarthy, proposed a Four P classification in 1960, which has seen wide use. Four P's Elements of the marketing mix are often referred to as the "Four P's":

Product - It is a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required

and is one of the strategies to differentiate a product from its competitors.

Price The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).

Any organization, before introducing its products or services into the market; conducts a market survey. The sequence of all 'P's as above is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline. Extended Marketing Mix (3 Ps) More recently, three more Ps have been added to the marketing mix namely People, Process and Physical Evidence. This marketing mix is known as Extended Marketing Mix.

People: All people involved with consumption of a service are important. For example workers, management, consumers etc. It also defines the market segmentation, mainly demographic segmentation. It addresses particular class of people for whom the product or service is made available. Process: Procedure, mechanism and flow of activities by which services are used. Also the 'Procedure' how the product will reach the end user. Physical Evidence: The marketing strategy should include effectively communicating their satisfaction to potential customers.

Four Cs (1) in 7Cs compass model A formal approach to this customer-focused marketing mix is known as the Four Cs (Commodity, Cost, Channel, Communication) in 7Cs compass model. Koichi Shimizu proposed a four Cs classification in 1973. [2] [3] This system is basically the four Ps [4] renamed and reworded to provide a customer focus. The four Cs Model provides a demand/customer centric version alternative to the well-known four Ps supply side model (product, price, place, promotion) of marketing management. The Four Cs model is more consumer-oriented and attempts to better fit the movement from mass marketing to symbiotic marketing. 1. Commodity: (Original meaning of Latin: Commodus=convenient) the product for the consumers or citizens. A commodity can also be described as a raw material such as; oil, metal ores and wheat, the price of these tend to change on a daily basis, due to the demand and supply of these commodities. 2. Cost: (Original meaning of Latin: Constare= It makes sacrifices) producing cost, selling cost, purchasing cost and social cost. 3. Channel: (Original meaning is a Canal) Flow of commodity: marketing channels.

4. Communication: (Original meaning of Latin: Communio=sharing of meaning) marketing communication: It doesn't promote the sales. Framework of Cs compass model

C1: Corporation and competitor: The core of 4Cs is corporation and organization, while the core of 4Ps is customers who are the targets for attacks or defenses. C2 : Commodity, C3 : Cost, C4 : Channel, C5 : Communication C6 : Consumer (Needle of compass to Consumer) C7 : Circumstances (Needle of compass to Circumstances )

In addition to the customer, there are various uncontrollable external environmental factors encircling the companies. Here it can also be explained by the first character of the four directions marked on the compass model --- N = National and International C, W=Weather, S = Social and Cultural C, E = Economic (Circumstances). Four Cs (2) Robert F. Lauterborn proposed a four Cs (2) classification in 1993. The Four Cs model is more consumer-oriented and attempts to better fit the movement from mass marketing to niche marketing. The Product part of the Four Ps model is replaced by Consumer or Consumer Models, shifting the focus to satisfying the consumer needs. Another C replacement for Product is Capable. By defining offerings as individual capabilities that when combined and focused to a specific industry, creates a custom solution rather than pigeon-holing a customer into a product. Pricing is replaced by Cost reflecting the total cost of ownership. Many factors affect Cost, including but not limited to the customer's cost to change or implement the new product or service and the customer's cost for not selecting a competitor's product or service.

Placement is replaced by Convenience. With the rise of internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors. Finally, the Promotions feature is replaced by Communication which represents a broader focus than simply Promotions. Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer.

B.MARKETING MIX STRATEGIES

Marketing strategy[1][2] is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage[3]. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Types of strategies Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:

Strategies Based On Market Dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies: o Leader o Challenger o Follower o Niche

Porter Generic Strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firms sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow. o Product differentiation (broad) o Cost leadership (broad) o Market segmentation (narrow)

Innovation Strategies - This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: o Pioneers o Close followers o Late followers Growth Strategies - In this scheme we ask the question, How should the firm grow? There are a number of different ways of answering that question, but the most common gives four answers: o Horizontal integration o Vertical integration o Diversification o Intensification

C.ONLINE ADVERTISING

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Competitive advantage over traditional advertising One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords, Yahoo! Search Marketing and Google AdSense enable ads to be shown on relevant web pages or alongside search result Revenue models The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.

CPM (Cost Per Mille), also called "Cost Per Thousand (CPT), is where advertisers pay for exposure of their message to a specific audience."Per mille" means per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action.

CPV (Cost Per Visitor) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website. CPV (Cost Per View) is when an advertiser pays for each unique user view of an advertisement or website (usually used with popups, pop-unders and interstitial ads). CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site. CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This model ignores any inefficiency in the sellers web site conversion funnel. CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. CPO (Cost Per Order) advertising is based on each time an order is transacted. CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages

with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.[1]

Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.

Privacy The use of online advertising has implications on the privacy and anonymity of users. If an advertising company has placed banners in two Web sites. Hosting the banner images on its servers and using thirdparty cookies, the advertising company is able to track the browsing of users across these two sites. Third-party cookies can be blocked by most browsers to increase privacy and reduce tracking by advertising and tracking companies without negatively affecting the user's Web experience. Many advertising operators have an opt-out option to behavioral advertising, with a generic cookie in the browser stopping behavioral advertising. Malware There is also a class of advertising methods which are considered unethical and may even be illegal. These include external applications which alter system settings (such as a browser's home page), spawn popups, and insert advertisements into non-affiliated webpages. Such applications are usually labelled as spyware or adware. They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. These programs are designed to dupe the user, acting effectively as Trojan horses. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom

are not computer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs. Ethics Online advertising encompasses a range of types of advertising, some of which are deployed ethically and some are not. Some websites use large numbers of advertisements, including flashing banners that distract the user, and some have misleading images designed to look like error messages from the operating system, rather than advertisements. Websites that unethically use online advertising for revenue frequently do not monitor what advertisements on their website link to, allowing advertisements to lead to sites with malicious software or adult material. Website operators that ethically use online advertising typically use a small number of advertisements that are not intended to distract or irritate the user, and do not detract from the design and layout of their websites.[2] Many website owners deal directly with companies that want to place ads, meaning that the website linked to by the advertisement is legitimate. The overuse of technologies like Adobe Flash in online advertising has led to some users disabling it in their browsers, or using browser plugins like Adblock or NoScript. Many sites use centralized advertising services whose advertisement may be blocked as a side effect of security and privacy measures, because the services require JavaScript and crosssite requests to function, while such features are often not necessary to use the sites and are a potential source of vulnerabilities. Some companies perform customer engagement studies in online marketing to insure consumer satisfaction, through the use of online compliance centers, building and deploying fraud detection tools, while inspecting websites and publishers to insure website pages offer the highest degree of information security and compliancy with Can Spam Requirements

Types Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a onetime payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.

Floating ad: An ad which moves across the user's screen or floats above the content. Expanding ad: An ad which changes size and which may alter the contents of the webpage. Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed Wallpaper ad: An ad which changes the background of the page being viewed. Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert. Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage. Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows. Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. This is the kind of advertising most prominent in television, and many advertisers will use the same clips for both television and online advertising. Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps. Mobile ad: an SMS text or multi-media message sent to a cell phone.

Superstitial: An animated adv on a Web page from Enliven Marketing Technologies. It uses video, 3D content or Flash to provide a TV-like advertisement. Used to be known as Unicast Transitional ads as they were originally made by Unicast Communications but the company was acquired by Viewpoint Corporation in 2004, which then changed its name to Enliven in 2008.[4] Interstitial ad: a full-page ad that appears before a user reaches their original destination.

In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers. E-mail advertising Legitimate Email advertising or E-mail marketing is often known as "opt-in e-mail advertising" to distinguish it from spam. [edit] Affiliate marketing Main article: Affiliate marketing Affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small (and large) publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up, etc.). Today, this is usually accomplished through contracting with an affiliate network. Affiliate marketing was an invention by CDNow.com in 1994 and was excelled by Amazon.com when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.

Behavioral targeting In addition to contextual targeting, online advertising can be targeted based on a user's past click stream. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on click stream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites. Semantic advertising Semantic advertising applies semantic analysis techniques to web pages. The process is meant to accurately interpret and classify the meaning and/or main subject of the page and then populate it with targeted advertising spots. By closely linking content to advertising, it is assumed that the viewer will be more likely to show an interest (i.e., through engagement) in the advertised product or service.

CHAPTER 3 ONLINE ADVERTISING STRATEGIES AND STATEGEMS

In 2007, through a strategic alliance with Yahoo, jagran.com was launched as a co-branded site http://in.jagran.yahoo.com. It is the worlds largest portal in the Hindi Genre. A snapshot of the site :

A.)About Jagran.yahoo.com
Jagran.com is about redefining the Hindi online portal space. The site has crossed + 1 million page views/day milestone in a short period of time. Promises to deliver competitive content, style and quality. Cost effective media vehicle with an inspirational value. Refined targeting ability. Excellent platform to grow the online reach of Hindi news and current affairs for the future which currently is a large and untapped business opportunity. The best Hindi News Website in the World. Best ability to reach a broad internet audience. 8.6 L readers with over 40M pages served per month. Growing faster than most English news portals. Sophisticated geographical and demographic targeting ability Geographical footprint with over 40% from Delhi & Mumbai Ideal platform for the Advertiser More than 10% of the audience base is from non-India IPs 21-29 age group contributes around 42% of the total Jagran audience # 1 site in terms of Unique Users (Display sites Hindi content) Very high time spent on the site Multiplier effect for Jagran advertisers Building reach in a more cost-efficient manner Top 2 markets in India (Delhi+Mumbai) can be targeted with a substantial number backing these markets

B.)Competitive performance: Yahoo.jagran.com

As seen from the chart, yahoo.jagran.com is two times bigger than any other Hindi newspaper website.

Moreover, it is recognized as the top regional website in India, and is far more popular and well known in comparison to its contemporaries.

It has more page views as compared to many prominent websites.

More time spent per user as compared to various other sites.

More website visits per user in comparison to other websites.

C.) User Demographics of Jagran.Yahoo.com

Gender Break-Up

Female 13%

Male 87%

Gender wise break up of users of Jagran.Yahoo.com

Income wise break up of Jagran.yahoo.com

Age-group Breakup
65 and over 55-64 45-54 35-44 30-34 25-29 21-24 18-20 13-17 under 13 2.34% 0.89% 7.59% 19.85% 15.51% 23.24% 1.49% 3.48% 7.54% 18.05%

Age group break up of users of Jagran.yahoo.com

D.)Geographical Distribution of Users of Jagran.Yahoo.com

Outside India (NRIs), 17.75%

India, 82.25%

India v/s Outside India

Delhi Maharashtra Uttar Pradesh West Bengal Gujrat Madhya Pradesh Punjab Bihar Tamil Nadu Andhra Pradesh Rajasthan Uttaranchal Karnataka Kerala Chhattisgarh Haryana Orissa Goa Himachal Pradesh Assam Jharkhand

27.48% 17.99% 16.68% 5.02% 4.99% 4.42% 4.21% 4.17% 2.46% 2.26% 2.05% 1.92% 1.51% 1.10% 1.09% 0.91% 0.69% 0.54% 0.25% 0.15% 0.11%

Geographical user distribution within India

E.) Jagran.yahoo.com- Top Categories

Category Page View News Home Epaper Cinemazaa Cricket Gudgudee Khanakhazana Rashiphal Sakhi Panchang stateelections08 JagranJosh DharamMarg JuniorJagran Sahitya Annual Results May 2010 Page-views 28,637,546 15,129,403 8,214,186 1,842,003 709,264 1,277,314 1,070,981 902,283 719,622 387,668 126,267 355,606 253,125 97,351 85,402 794,364

F.)Advertising on Jagran.yahoo.com
1. Advertising on the home page:

Home Page Top Banner (350*40)

Home Page LREC Banner (300*250)

Home Page Bottom Banner (400*45)

2. Advertising on Jagran.com Inner Pages

Channel mainpage LREC Banner(300x25 0)

Channel internal-page North Banner (728x90)

Channel internal page LREC Banner (300x250)

(Advertising on the Sites inner pages)

3. Innovations on Jagran.yahoo.com

LREC Expando 500x250 on KK

LREC Expando (500x250) on Khana Khazana .

Page Tear can also be taken on Inner Channels as Innovation

Rich Media North Banner (Expandable)

4. Customized Content Integration at Jagran.yahoo.com

Customized articles, Product Reviews, Write-ups

5. Videos on Jagran.yahoo.com

Video streams on Jagran.yahoo.com

Pre-Roll advertising

Post-Roll advertising

6. Jagran Junction: A bilingual blogging platform

Featured Branded Blog

Banner on different sections

Jagran Junction has about 1,46,112 page views per month, and a record 41,050 unique visitors. It also boasts of more than 2500 registered bloggers.

G.) Statistics of Jagran.Yahoo.com

1. Overview (may 2010)

2. Jagran.com! Total Summary Report Worldwide & India May 2010

WORLD WIDE FIGURES

FIGURES WITHIN INDIA

F.) Internet Background Overview

All internet users down at 47 million (39 million urban, 8 million rural) Drop of 6% from last year (lapse of around 3 mn occasional users) Just 10% growth in regular users base*, reaching 38.5 mn (33 mn urban) +3.5 mn regular urban users over last year, +0.4 mn regular rural users

 28% growth in daily internet users (+7 mn in last 1 year to reach 32 mn) Office is the place from where internet is accessed the most (68% at multiple access point level) 1 out of 3 computer user still not using internet Most new broadband connections are replacement connections 4 million internet users access it through mobile phones Only 13% of existing internet users prefer to read in English More importantly only 20 mn Indians (<2% of all) prefer to read in English 91% of all regular online Indians shop online (search or buy) 20% have also bought online in last 1 year, i.e., active online buyers base of 7.5 million.

G.)Pricing at Jagran.yahoo.com Home Page and Section Landing Pages (Samachar, Cricket and E paper)
Rs. 1 Lakh Package
Package 1 Ad Units LREC & North- Combined Impressions 1,000,000 Duration 1 Week

Rs. 2.5 Lakh Package

Ad Units Impressions Duration (can be flexible) Package 2 LREC & North- Combined 2,700,000 2 Week

Rs. 5 Lakh Package

Impressions Duration (can be flexible) Package 3 LREC & North- Combined 5,600,000 1 Month

Rs. 7.5 Lakh Package

Ad Units Impressions Duration (can be flexible) Package 4 LREC & North- Combined 8,400,000 3 Months

Rs. 10 Lakh Package

Ad Units Package 5 LREC & North- Combined 11,560,000 3 Months Impressions Duration (can be flexible)

Run On Site Advertisements/ All Internal Pages on Jagran.com

Rs. 1.50 Lakhs Package
Ad Units Impressions Duration

Package 1

LREC & North- Combined

1,500,000

1 Week

Rs. 3.25 Lakh Package

Ad Units Impressions Duration (can be flexible)

Package 2

LREC & North- Combined

3,600,000

2 Week

Rs. 5.75 Lakh Package

Ad Units Package 3 LREC & North- Combined 7,200,000 1-3 Months Impressions Duration (can be flexible)

Rs. 8 Lakh Package

Ad Units Package 4 LREC & North- Combined 10,700,000 3-6 Months Impressions Duration (can be flexible)

Rs. 10 Lakh Package

Ad Units Package 5

Impressions

Duration (can be flexible)

LREC & North- Combined

14,500,000

6-12 Months

Fixed Duration Plans

Day Plan- LREC/North Banners (Full Day Fixed banners)
Ad Units 1 Day LREC Impressions 1,200,000 Total Cost (Net) 100,800 Duration 1 Day with 100% fixed Banners

Ad Units

Impressions

Total Cost (Net)

Duration

3 Days LREC 3,600,000 288,000 3 Day with 100% fixed Banners

Ad Units 5 Days LREC

Impressions 6,000,000

Total Cost (Net) 480,000

Duration 5 Day with 100% fixed Banners

Ad Units 7 Days LREC

Impressions 8,400,000

Total Cost (Net) 672,000

Duration 7 Day with 100% fixed Banners

Half Day Plan- LREC/North Banners (Half Day Fixed Banners- 9 Hours)
1 Day Ad Units LREC Impressions 804,000 Total Cost (Net) 88,440 Duration 1 Day with 50% fixed Banners

Ad Units 3 Days LREC

Impressions 2,412,000

Total Cost (Net) 253,260

Duration 3 Day with 50% fixed Banners

Ad Units 5 Days LREC

Impressions 4,020,000

Total Cost (Net) 406,020

Duration 5 Day with 50% fixed Banners

Ad Units 7 Days LREC

Impressions 5,628,000

Total Cost (Net) 568,428

Duration 7 Day with 50% fixed Banners

CHAPTER 4 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. Research methodology constitutes of research methods, selection criterion of research methods, used in context of research study and explanation of using of a particular method or technique so that research results are capable of being evaluated either by researcher himself or by others. Why a research study has been undertaken, how the research problem has been formulated, why data have been collected and what particular technique of analyzing data has been used and a best of similar other question are usually answered when we talk of Research methodology concerning a research problem or study. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Four types of studies can be called research, namely reporting, description, explanation and prediction. Cooper and Emory define research as the systematic inquiry aimed at providing information to solve problems.

Research Process: Choosing the research problem Review of related literature Collection of data Interpretation of data Preparing the research report

4.1 Objectives of the Study

Finding out the brands advertising online Finding out the percentage of their budget that firms are ready to investin online advertising Finding out the primary language of advertisements The level of awareness about non English portals What a client wants from online advertising What are the parameters by which a client judges online portals, and their relative importance Getting information about the target markets Geographical distribution of the markets for online advertising Spreading awareness about www.jagran.com

4.2 Research Design

The design is the structure of any scientific work. It gives direction and systematizes the research. The method you choose will affect your results and how you conclude the findings. The research design used by me was a survey conducted by the help of a questionnaire. The survey research design is often used because of the low cost and easy accessible information.

4.3 Data Collection

A) Sources of Data i) Primary: 1.Through interviews with advertising agencies and other firms advertising in Dainik Jagran. 2. Through questionnaires filled by the above mentioned people. ii)Secondary: 1. Through internet, various official sites of the companies. 2. 3. Through pamphlets and brochures of the companies. Journals & Magazine

B) Methods of Data Collection Data collection is a term used to describe a process of preparing and collecting data - for example as part of a process improvement or similar project. The purpose of data collection is to obtain information to keep on record, to make decisions about important issues, to pass information on to others. Primarily, data is collected to provide information regarding a specific topic. Data collection usually takes place early on in an improvement project, and is often formalized through a data collection plan which often contains the following activity. 1. Pre collection activity Agree goals, target data, definitions, methods 2. Collection data collection 3. Present Findings usually involves some form of sorting analysis and/or presentation. Types of data collection

1-By mail questionnaires 2-By personal interview.

The method of data collection used by me was the personal interview, which consisted of filling of a questionnaire as well as gathering of other subjective information.

4.4 Sampling Plan

A) Sampling unit: Advertising agencies + brands advertising in Dainik Jagran B) Sample size: 20 C) Sample area: Mumbai D) Sampling Duration: 30 days

CHAPTER 5 FINDINGS AND ANALYSIS

Q1. Which set of clients do you currently serve? Most of the clients we visited did not have any brands which currently indulged in online advertising, however, some ad agencies like Madison Media did have a few brands, like Godrej, LG and Samsung , to name a few, who were actively advertising online. Q2. What percentages of your clients advertise on online portals? Between 10 and 20 80% Between 20 and 50-12% Between 50 and 70-6% Between 70 and 100-2%

Online advertising-%of total sales

Between 10 and 20% Between 20 and 50% Between 50 and 70% Between 70 and 100%

Interpretation:According to the study, a majority of the firms had no or very few clients opting for online advertising. From this data, we interpret that online advertising is yet to be viewed as a mainstream mode of advertising. Q3. Would you please name a few portals your clients advertise on? Some of the portals named by the clients were: www.Webdunia.com

www.Indiainfo.com www.Hindustantimes.com www.indiatimes.com www.shaadi.com www.kidzee.com

Q4. Please tick the percentage of advertisements you get with respect to the mentioned language: (On an average) Hindi-20% English-70% Regional Languages-10%
80 70 60 50 40 30 20 10 0 Hindi English Regional Languages 10-40% 40-70% 70-100%

Interpretation : As clearly seen from the chart, most of the advertisements shown online are in English, with a nominal percentage being in Hindi and almost none in regional languages. The reason for this would be the limited reach of internet in India, and its non existence in most of the countrys rural areas.

Q5. Have your clients ever expressed an interest in advertising on non English portals? Yes- 10% No- 90%

Interest in Non English Sites

Yes No

Interpretation: Only 10% of the clients were interested in advertising on Non English portals, primarily because they were not aware of their existence, or thought that their target audience would not be interested in vernacular sites.

Q6. Have you visited any of the following portals? (Multiple answers) www.jagran.com 20% www.webdunia.com 80% www.bhaskar.com 10% www.amarujala.com 1% www.livehindustan.com 1%

www.navbharattimes.com

15%

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

Interpretation : Webdunia was clearly the most popular site, followed by Jagran.com. Other sites like amarujala and livehindustan were barely known, and sparked no recognition.

Q7. Do you feel that advertisers see a future for digital advertising campaigns on non-English sites? Yes- 90% No- 10%

Future for Digital Advertising

Yes No

Interpretation : Almost all clients had a firm belief that online advertising would soon be popular all over India, though some did feel that this would take a while, particularly for reaching target markets in backward and rural areas.

Q8. Which of the following factors are important for an online campaigns success? (Multiple answers) Innovations 40% User involvement 55% High end creatives 30% High visibility 60%

60% 50% 40% 30% 20% 10% 0% Innovations User involvement High end creatives High visibility

Interpretation: High visibility was the most important criterion, followed closely by user involvement, and then innovations and high end creatives.

Q9. According to you, what is the relevance of a news site for running advertising campaigns? There were various views put forward in regard to this question. Most of the clients were of the opinion that a news site was the best portal for any kind of advertisement, as it had a wide user base and was read on a regular basis, while some of them were more in favor of social networking sites as the optimum locations for adverts, as they are far more popular and more widely accessed. This view was strengthened by the fact that people still favor printed media or television when it comes to areas like the news.

Q10. When you select a portal for advertising, what are the parameters you concentrate the most on? (Multiple answers) Content35%

Language65% Brand name 20% Popularity60% Page views/clicks/impressions- 85% Cost 70% Unique visitors65% User engagement/time spent30% Others10%
Others User engagement/time spent Unique visitors Cost Page views/clicks/impressions Popularity Brand name Language Content 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Interpretation : The page views received by the site was the most important factor which the client chose, followed by the cost of placing the advertisement. Other parameters like popularity, brand name, language, content, etc. commanded almost the same level of importance.

Q11. What do you want from online advertising? Brand awareness 30% Increase in sales/enquiries60% Increase in visits on clients site10% Other10%

Results wanted from Online Advertising

Brand awareness Increase in sales/enquiries Increase in visits on clients site Other

Interpretation: The most sought after result was an obvious increase in sales, though creating a brand image was also a strong motive.

Q12. Which target age group holds the maximum importance for a successful advertisement campaign? 13- 17 years- 10% 18-24 years - 25% 25-29 years20% 29-34 years35%

35+ years35% 30% 25% 20% 15% 10% 5% 0% 13- 17 years

10%

18-24 years

25-29 years

29-34 years

35+ years

Interpretation : The age group of above 29 years was preferred, as these are the earning class, and thus spend more. However, the age group between 18 and 24 years was also a high priority target, as they have high purchasing power as well.

Q13. The majority of your target group feels comfortable with which of the following languages? English- 25% Hindi60% Other15%

Language of advertisements

English Hindi Other

Interpretation: The study shows that the majority of the target audience was comfortable with the advertisements being in Hindi. However, since the survey was conducted in Mumbai, Maharashtra, Marathi was also a preferred language, and about 15% of the target market was comfortable with it.

Q14. Geographically, how is your target group clustered? Metros- 50% Towns- 30% Villages- 20%

60%

50%

40%

30%

20%

10%

0% Metros

Towns

Villages

Interpretation : The majority of the target group is present in and around the metropolitan cities, a little in towns and a negligible number in villages and rural areas.

Q15. Is your target group confined within India? Yes- 55% No- 45%

Target Market

Within India India+ Abroad

Interpretation: The target market extends beyond the national boundaries, and this is a feature seen in 45% of the total firms. Q16. Could you tell the average duration which your clients generally subscribe for? Most of the clients subscribed for a package : a chain of advertisements, spread over a time duration ranging from a few weeks to a month , as this proved to be economical and was found to have a greater impact on the target audience.

Q17. Have you ever heard of Jagran.com? Yes-55% No-45%

Jagran.com

No

Jagran.com Yes

0%

10%

20%

30%

40%

50%

60%

Interpretation: Many interviewees had not heard about www.jagran.yahoo.com, thus, efforts need to be made for its promotion.

Q18. Where did you hear about www.jagran.com? A Blog 10% Press Release- 25% Yahoo website- 50% Other15%

Source of Information

Blog Press release Yahoo website Other

Interpretation: As the Jagran link is present on the Yahoo website, most of the people got to know about the site from this. Press releases also spread awareness about the site.

Q19. How would you rate the site on a scale of 1-10, with 10 being the highest? 10- 10% 9- 20% 8- 35% 7- 25% 6- 10% (No one rated the site below this)

40% 35% 30% 25% 20% 15% 10% 5% 0% 10pts 9pts 8pts 7pts 6pts

Interpretation: Most of the clients rated the site an impressive 8, and none of them rated it below 6, which shows that the site is reasonably liked and is well structured. Q20. How would you rate the following attributes of www.jagran.com on a scale of 1-10, with 10 being the highest? Content- An average of 9 Attractiveness- An average of 7 Advertisements- An average of 6.5 User interaction- An average of 5 Ease of use- An average of 6

Ease of use

User interaction

Series 5 Series 4

Advertisements

Series 3 Series 2

Attractiveness

Series 1

Content 0 2 4 6 8 10

Interpretation: While the content is appreciated and so is attractiveness, efforts need to be put to make the site more user friendly and increase the quality of advertisements.

CHAPTER 6 LIMITATIONS OF THE STUDY

The following limitations were faced during the study: 1. While designing the questionnaire it was kept in mind to gather the optimum amount of data as well as quality information from each target person. Neither the objective nor t h e descriptive questions could have served the purpose. Therefore the questionnaire contained some open-ended questions. 2. The study was conducted in Mumbai city, amongst advertising agencies and firms known to Dainik Jagran. The sample size was about 20 agencies and clients, so that accuracy of data collected can be questioned, i.e., whether it holds true for larger audiences. 3. The accuracy of indications given by the respondents may not be consider adequate, as it may be that the language used in the questionnaire was not understood by the respondent , or that he misunderstood what some questions were aiming at. 4. The study is based on the information gathered from clients and agencies. Therefore it is possible that the information supplied might be biased as these individuals may want to show their organizations in a better light by pretending to know more than they actually do, and not give correct information in case it falls in the hands of their competitors.

5. Since the survey was limited to 20 firms, it is rather difficult to give a precise conclusion, but I have tried my best to give the conclusion in a comprehensive manner.

CHAPTER 7 CONCLUSION
It was an enriching experience working in the advertisement and sales division of Dainik Jagran for a period of two months. What I learnt during this time and by completing this project can be summarized as follows: 1. The next chapter of the World Wide Web will not be written in English alone. Asia already has twice as many Internet users as North America, and by 2012 it will have three times as many. Thus, advertising on language sites is definitely going to pay off heavily in the near future. 2. The future of India-specific news sites lies not only in creating a niche identity, but also in offering them in languages the particular segment is comfortable with. An India-specific news site in Hindi is likely to attract a sizeable portion of the population who dont feel free in an English site, and this is a tremendous platform for advertisers and sponsors. 3. The readership of English language newspapers is only 26 million, less than 10% of the overall readership of newspapers in India. Thus, introducing an e paper and advertising on it is good planning, and will give Dainik Jagran a competitive edge in the future. 4. Online advertising is much faster than offline advertising and you can start sending out your ads to a wider audience, the moment you start your advertising campaign. 5. Payment flexibility is another added advantage of online advertising and marketing. In offline advertising you need to pay the full amount to the advertising agency irrespective of the results. But in online advertising there is the flexibility of paying for only qualified leads, clicks or impressions.

6. Online advertisement makes is easy for the audience to engage with your ads or products. As an advertiser we would be able to get more feedback from the audience and thereby improve the quality of our ads going forward. 7. The online advertising gives ads wider coverage and this globally wider coverage helps in making the advertisements reach more audiences, which may ultimately help you in getting better results through an online advertising campaign. 8. In online advertising, the advertiser is able to convey more details about the advertisement to the audience and that too at relatively low cost. Most of the online advertising campaigns are composed of a clickable link to a specific landing page, where users get more information about the product mentioned in the ad. 9. Since online advertising is mainly focused on performance based payment, you ROI is sure to be far better when compared with offline advertising. 10. Any form of advertising helps in improving the branding and online advertising stands a notch high in improving the branding of your company, service or product.

CHAPTER 8 RECOMMENDATIONS
Some suggestions, which may help in strengthening the firm further: 1. If a sales pitch is given and the prospect objects, sales executives should take the time to build a relationship off the objection. 2. Having an agenda for a sales meeting will help eliminate awkwardness associated with silence or breaks in the communication. This way, there wont be a need for silence filling and the prospect will feel more comfortable knowing how the time will be spent. Starting off by discussing ways to benefit the individual may even lead to a sense of trust that will allow the prospect to open up about what he or she is looking for. 3. Before engaging in a meeting with a prospect, the people making the pitch should research the company and the industry. They may find out places where competitors are gaining the edge over them, and thus they may be able to offer solutions to that issue that will lead to a sale. 4. Many advertisers are tired of being sold just a banner ad or text link. Sales staff should think of ways that can get your sponsors involved beyond the traditional advertising methods. They can involve them in a contest, interview them and put them on the website, put them in the newspaper, etc. The more the sales staff can show advertisers that they want to have them be an active part of the community and not just have a banner ad on the website, the more they will want to be involved. 5. A professional ad-sales environment: That means a telephone that gets answered in a professional manner by sales executives, a receptionist, or by a very professional voice-mail system. This also means a well-organized contact-management system. Employees should keep track of whom they've spoken recently, when to

follow up, and key information about every prospect's current business needs. Investment in solid contact-management software like TeleMagic or GoldMine may be considered and reliable sources of market intelligence (MarketGuide, Hoovers, and Advertising Age) be developed.

REFERENCES

ANNEXURE
QUESTIONNAIRE

Name: Contact number: Name of the firm: Location:

___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________

Q1. Which of the brands you advertise for are active on online portals? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ ______ Q2. What percentage of your budget is allocated for online portals? 10-20% 20-50% 50-70% 70-100% Q3. Would you please name a few portals your clients advertise on? __________________________________________ __________________________________________ __________________________________________ Q4. Please tick the percentage of advertisements created with respect to the mentioned language: Hindi English Regional Languages 00-25% 00-25% 00-25% 25-50% 25-50% 25-50% 50-75% 50-75% 50-75% 75-100% 75-100% 75-100%

Q5. Have you ever expressed an interest in advertising on non English portals? Yes No Q6. Have you visited any of the following portals? (Multiple answers) www.jagran.com www.webdunia.com www.bhaskar.com www.amarujala.com www.livehindustan.com www. navbharattimes.indiatimes.com Q7. Do you see a future for digital advertising campaigns on non-English sites? Yes No

If No, then why? Please specify________________________________________ _________________________________________________________________ __________________________________________________________________ Q8. Which of the following factors are important for an online campaigns success? (Multiple answers) Innovations User involvement High end creatives High visibility Others (please specify) _________________________________________ Q9. According to you, what is the relevance of a news site for running advertising campaigns? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ ____ Q10. When you select a portal for advertising, what are the parameters you concentrate the most on? (Multiple answers) Content Language Brand name Popularity Page views/clicks/impressions Cost Unique visitors User engagement/time spent Other (please specify) _________________________________________ Q11. What do you want from online advertising? Brand awareness Increase in sales/enquiries

Increase in visits on clients site Others (please specify)_______ __________________________________________________________________ _ Q12. Which target age group holds the maximum importance for a successful advertisement campaign? 13- 17 years 18-24 years 25-29 years 29-34 years 35+ years Q13. The majority of your target group feels comfortable with which of the following languages? English Hindi Other (please specify) ___________________________________________ Q14. Geographically, how is your target group clustered? Majority in Metros Majority in Towns Majority in Villages Q15. Is your target group confined within India? Yes No Q16. Could you tell the average duration which clients generally subscribe for? __________________________________________________________________ __________________________________________________________________ __ Q17. Have you ever heard of Jagran.com? Yes No If yes, then Q18. Where did you hear about www.jagran.com? A Blog (please specify) _________________________________________ Press Release Yahoo website Other (please specify) ___________________________________________ __________________________________________________________________ _ Q19. How would you rate the site on a scale of 1-10, with 10 being the highest?

__________________________________________________________________ _

Q20. How would you rate the following attributes of www.jagran.com on a scale of 1-10, with 10 being the highest? ____Content ____Attractiveness ____Advertisements ____User interaction ____Ease of use Q21. Have you visited any other English/ Hindi news portal? Yes No If yes, then: Q22. Which one? __________________________________________________________________ _ Q23. How would you rate the above portal on a scale of 1-10, with 10 being the highest? __________________________________________________________________ _

Q24. How would you rate the contents of the above portal on a scale of 1-10, with ten being the highest? ____Content ____Attractiveness ____Advertisements ____User interaction ____Ease of use