A STUDY ON THE

AWARENESS AND
EFFECTIVENESS OF THE
AIRTEL ENHANCED
RESPONSE CAMPAIGN
 INTRODUCTION

 The advertisement is the fastest growing with

respect to the Indian Telecom.

 During 2004 the mobile customers have more than

doubled to 33million subscribers.

 The penetration of cellular mobile services is

expected to increase at a significantly high rate
 The substitution of fixed phones by mobile phones is
expected to increase.

 In a country like India, a rapid increase in telecom

infrastructure has multiple benefits.

 Because of the rapid growth in the telecom market the

mobile service providers are fighting one another to
add every other person to its subscriber base.

 Advertisement are one of the most important tools to

attract more and more people towards a particular
service provider.
 The enhanced response in Airtel has been able to
target the right customers through the
advertisement.

 They use celebrities like Sachin Tendulkar,

Shahrukh Khan, A. R. Rehman.
 OBJECTIVE

 To find the awareness and effectiveness of the

Airtel Enhanced Response.

 To find if there is any change in the perception of

the brand due to ER advertisement.

 To find if the ER advertisemnts influenced people

to enquire more about the service.
 RESEARCH METHODOLOGY

 The survey was conducted in Bangalore city with

a sample of 170 people.

 The sampling units were the college going

students, the business community and the orking
youth.

 Each of these has both mobile users and non-

mobile users and also airtel dealers.
Each of these units was further divided into
Airtel users and non-Airtel users.

The airtel and non-Airtel users consisted of

26 college going students, 26 business
community and 26 working youth each.

Both the Questionnaire and personal

interview was conducted for data collection.
 ANALYSIS
 AIRTEL USERS

 Those who have recalled seeing mobile services

ads have a correlation of 0.24.

 Those who recalled seeing the Airtel ER ads have

a correlation of 0.24.

 Thus there is a high probability that if one has

been able to recall the mobile network ads then the
same person can be aware of ER ads
Elements of Frequency Percentage
ER ads

Visual 67 85.89%

Caption 41 52.56%

Others 5 6.40%
 NON-AIRTEL USERS

 Those who have recalled seeing mobile services ads

have a correlation of -0.74.

 Those who recalled seeing the Airtel ER ads have a

correlation of -0.74.

 Thus there is a very low probability that if one has

been able to recall the mobile network ads then the
same person can be aware
Elements of ER Frequency Percentage
ads
Visual 40 54.05%

Caption 34 45.94%

Others 2 2.70%
 FINDINGS

 The awareness of ER ads is high but recall of captions is

very low.

 Outdoor was the most popular medium of recall for the

ER.

 86% of the Airtel users could recall the visual, 52% could
recall caption.

 Non-Airtel users could recall the visual only 54% and 45%
could recall the caption.
The perception about Airtel has not changed
significantly even after ER.

Among the Airtel dealers the awareness was

very high but the dealers failed to explain to
the customers about the ER.
 CONCLUSION

 Advertisements can change the perception and the

image of the brand.

 The study has shown that ER advertisements have

no had the desired effect on the target customers.

 This type of advertisement has ben ineffective in

conveying the desired message to the people.
THANKYOU