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Advertisers effectiveness @ vijay karnataka mba project report
 

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Advertisers effectiveness @ vijay karnataka mba project report

Advertisers effectiveness @ vijay karnataka mba project report

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    Advertisers effectiveness @ vijay karnataka mba project report Advertisers effectiveness @ vijay karnataka mba project report Document Transcript

    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. CONTENTSPart – A  Executive summary  Introduction of Vijay karnataka  Organization profile  Organization structurePart – B  Research methodology  Topic of the study  Objectives  Purpose of the study  Scope of the study  Limitations  Data collection methodPart – C  Data analysis & interpretation  Findings  Suggestions  ConclusionPart – D  Annexure  Questionnaire  Bibliography . 1 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. EXECUTIVE SUMMARY Today’s dynamic & competitive marketing world marketer trying to fulfillthe needs & wants of customer in an effective ways better than the competitors.Promotional activities including advertising are powerful tools through which acompany reaches its target audience, and conveys the benefits, features, price, andavailability of the product, service, or idea in the offering. Advertising is persuasive,informative, and is designed to influence the purchasing behavior of the prospectivecustomer. The study attempts to analyze and determine “A study on advertiser’spreferences towards Vijay Karnataka as an effective advertising media” and also findout the satisfaction level towards quality, service, and Price of the V.K. The researchwas purely based on the survey conducted in Bagalkot. The sampling technique usedwas simple random sampling of advertisers. The data was collected through personalinterview and structured questionnaire. The research instrument used was aquestionnaire which helped in knowing the pulse of the advertisers. The sample sizetaken was 50 advertisers. The questionnaire was then analyzed with help of graphs andcharts. . 2 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. INTRODUCTION:Press is called the fourth estate the three other being the legislative and the judiciary.The press is supposed to play the crucial role of a watchdog to see that the foresideinstitutions functions fairly within the constitutional framework and serve the Peoplefor those welfare they created. The moment press ceases to perform this function, itlooses its credibility.India land of kings and emperors was then ruled even though in absence widespreadeducation means of communication and transport. In somewhat the message of therulers had to reach every corner of the territory. There was no press or newspaper .Ashoka the great Indian emperor had devised his only means of communication. Heused to publish the imperial edicts on rocks and stone pillars. The news of the day waspublished in small pictures drawn on the walls of temples in ink or co lour, whichcould be removed easily. Even the moral code was proclaimed through the art of themonarch to his loving people.The establishment of the moghul empire in India ushered in a new area in the field ofjournalism. The moghul rule organized communication written newspaper of a kind,were in circulation. Aurangzeb one of the last and great Moghul emperors had to ruleand administer vast territory. The Moghul emperor had an efficient system ofinformation officers. They had maintained a bureau of intelligenceIn every provincial capital. News writers were appointed there. . 3 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. INDUSTRY OVERVIEW:HISTORY OF NEWSPAPERS:The newspaper can initially be defined as a written means of conveying currentinformation. In this sense the first organized attempt to provide such a service occurredin ancient Rome, where new letters conveyed what was going on in the capital to thefarther reach of the Roman Empire. During Julius Caesar’s reign their was also the“Actadiurna”daily announcements of the Government and other activities that wereposted in the capitals public placeThe earliest printed news bulletins appeared in china, with a court gazette issuedduring the T’sang dynasty (618-906BC)and read primarily by government officials,although scholars were later added to its readership. A later significant developmentafter cited by historians was the issuing of news letter by theFugger family of Germany, a powerful clan of merchants of bankers in the 15 th and16th centuries. there agents operated in nearly every part of the known world and sentin reports of business of other affairs from their posts . The reports were combined andcirculated by means of the news letters to all the units in fogger an organization.”Newspaper history in India is inextricably tangled with political history," wrote A. E.Charlton (Wolseley 3). James Augustus Hicky was the founder of Indias firstnewspaper, the Calcutta General Advertiser also known as Hickys Bengal Gazette, in1780. Soon other newspapers came into existence in Calcutta and Madras: the Calcutta . 4 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.Gazette, the Bengal Journal, the Oriental Magazine, the Madras Courier and theIndian Gazette. While the India Gazette enjoyed governmental patronage includingfree postal circulation and advertisements, Hickys Bengal Gazette earned the rulerswrath due to its criticism of the government. In November 1780 its circulation washalted by government decree. Hicky protested against this arbitrary harassmentwithout avail, and was imprisoned. The Bengal Gazette and the India Gazette werefollowed by the Calcutta Gazette which subsequently became the governments"medium for making its general orders" (Sankhdher 24-32). The Bombay Herald , TheStatesmen in Calcutta and the Madras Mail and The Hindu, along with many otherrivals in Madras represented the metropolitan voice of India and its people. WhileStatesman voiced the English rulers voice, The Hindu became the beacon ofpatriotism in the South. The Hindu was founded in Madras as a counter to the MadrasMail. Patriotic movements grew in proportion with the colonial ruthlessness, and avehicle of information dissemination became a tool for freedom struggle. In thestruggle for freedom, journalists in the twentieth century performed a dual role asprofessionals and nationalists.Indeed many national leaders, from Gandhi to Vajpayee, were journalists as well.Calcutta, Madras, Bombay and Delhi were four main centers of urban renaissancewhich nourished news in India. It was only during and after the seventies, especiallyafter Indira Gandhis defeat in 1977, that regional language newspapers becameprevalent. There were nationalistic echoes from the linguistic regional provinces.Bengal, Gujarat, Tamil, Karalla, Punjab and Uttar Pradesh produced dailies in regional . 5 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.languages. Hindi and Urdu were largely instrumental in voicing the viewpoints andaspirations of both Hindus and Muslims of the Northern provinces.As communalism and religious intolerance increased before and after partition, Urduremained primarily the language of Muslims, as Pakistan chose this language as itslingua franca. After partition, the cause of Urdu and its newspapers, suffered a setbackas Hindu reactionaries began to recognize the association of Urdu with Islam andPakistan VIJAYANAND PRINTERS LIMITED BAGALKOTVIJAYANAD PRINTERS LIMITEDS.P.L.9, KSSIDC INDUSTRIAL ESTATE BAGALKOT -547101 08354-234106 . 6 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. ORGANISATION PROFILE :Vijay Karnataka is one of the most known and fast moving newspapers in Kannada.The effective management made this organization into a big and successfulorganization. The audit bureau of circulation (ABC) has given the number onecirculation of India for Vijay Karnataka It was the dream of north Karnataka to have aKannada daily newspaper taking care of events of the state in general and northKarnataka in particular. The dream became when Vijayanand printers and publisherswas established to bring out the most wanted Kannada Daily newspaper “VijayKarnataka” an enterprise and a venture by the renowned Vijayanand road lines limited.Vijay Karnataka is perhaps the first newspaper in the country and in the newspaperIndustry to call itself a multi edition with 10 editions newspaper in a short span of lessthan 5 years. The editions are present region wise by almost combining 2 to 5 districtsof Karnataka state. . 7 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. OBJECTIVES OF THE ORGANIZATION: To expand their market into other states. To modernize the organization by using the hi-tech machines in the production process To increase the productivity To produce newspaper into different languages. To know the customer attitude towards print advertisement. To know the services the customers expect from the Vijay Karnataka news paper. To know the factors in guiding selection of newspapers for release of ad’s. The 10 Vijay Karnataka publishing centers are Bangalore Gulbarga Mangalore Gangavati Mysore Hassan Chitradurga Hubli-Dharwad Shimoga Bagalkot . 8 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. DETAILS OF THE COMPANY:Name of the company :Vijayanand printers Ltd BagalkotAddress of company :Vijayanand printers and publishers No SPL 9 KSSIDC industrial Estate Bagalkot -587101 Phone-234107,2 43105 Fax: 243106Year of establishment at Bagalkot : 27 November 2001Type of unit : ProprietorshipMain raw material : PaperPrinting capacity of machine : 20000/hourNumber of circulations : 30000-vijay KarnatakaChief Editor :Vishweshwar Bhat . 9 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. VIJAYANAND PRINTERS AND PUBLISHERSThe VRL group has diversified into the newspaper industry during october1999 Underthe banner of Vijayanand printers and publishers.OBJECTIVES: To serve Kannadigas and Karnataka in particular and the country in general To provide unbiased news well in time. To provide sumptuous reading material for the readers to update their knowledge and entertain them. . 10 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. CORE VALUES:They strive for excellence in everything they think, say and do. The values that guidetheir thought and action are: Innovation and Continuous learning: They provide an environment of innovation and learning that fosters, in each one of them, a desire to excel and willingness to experiment. Truth and integrity: Their business practices are guided by highest ethical standards of truth, integrity and transparency. Respect for the individuals: They bring out the best in individuals by nurturing team spirit, individual development and self esteem spirit. Quality services: To provide quality service and product to the public. COMPANY’S VISION AND MISSION VISION:To be the leading newspaper admired globally for its innovation and quality. MISSION:To be always the no.1 newspaper that it is present and serve the Public. . 11 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertising media. ORGANISATION CHART: Vijayanand Printers Ltd President Vice President Directors Chief Editor Resident Editor/Associate Editor Assistant Editor (2) Response Manager R M D Manager Response Promoters R M D Promoters New Editor Chief Reporter Deputy News Editor District CorrespondentPrinciple Correspondent side spl correspondent . 12 BABASAB PATILChief Copy Editor (2) Chief Copy Editor Chief Copy Editor Photographer(Gen Desk) (Mofful Desk) Sports
    • Advertisers preferences towards Vijay Karnataka as an effective advertising media. BUREAU CHIEF BUREAU CHIEF Response RMD Production Edition Chief Account section department department section Copy Editor Accounts Response in- RMD Production Charge department Manager Response Staff Executive Copy editor ReportersComputoroperator Pre-press Printers Electrician Helpers . 13 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. OVERVIEW OF THE DIFFERENT DEPARTMENTS OF VPL BAGALKOT:There are four departments of Vijay Karnataka in Bagalkot, they are; 1. Editorial department. 2. RMD department. 3. Production department. 4. Response[Advertisement] department.  EDITORIAL DEPARTMENT:The news comes to editing department through various sources. Vijay Karnataka hasAppointed stringers for each Taluka and has appointed the agent at the village level.These agents and stringers send the news through: 1. Courier 2. Modem or internet. 3. Fax. The news is also received through reporters.Sometimes news is also collected through direct customer. After this the abovecollected rough information is edited and converted in the precise attractive manner tothe readers. The information is then typed and the paginators prepare the pages usingDTP technology and send these pages to production department. The front page, lastpage (sports page), editorial page and special pages are received through e-mail fromthe Bangalore editorial department. The resident editor gives final approval to print. . 14 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.  R M D DEPARTMENTIt is the most important department, which takes care of all the activities of circulation.There are 4 members in the circulation department, out of them 2 members maintainsall the accounts of each and every agent. The other 2 members controls the circulationworkThe total number of agents is 280. This number is increasing very rapidly. At the timeof appointing the agent deposit of Rs.100/-is taken/copy. If any of the agent does notfollow the terms and condition those agents will be rejected. If any agent wants toincrease or decrease their number of copies, the agent should inform in the writtenform only.  FUNCTIONS: 1. Receiving the printed papers from the production department. 2. Packing and refilling the order. 3. Dispatching as per requirements. 4. Suggestions from agents in distribution channel. 5. Appointing new agents 6. Receiving bills from the agents monthly through DD/Cash . 15 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. RESPONSIBILITIES: Increase sales volume of paper Generates security deposits Designing the routes Maintenance of records relating to circulation.Within just 120 days of its launching “Vijay Karnataka” has been able to achievetremendous growth in terms of circulation. The present edition wise number of editionwise number of circulation is –Total number of circulations of leading papers in Bagalkot district: Vijay Karnataka Samyukta Karnataka Prajavani 30,000 20,000 22,000 . 16 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.  PRODUCTION DEPARTMENTProduction department is one where the actual printing takes place. The raw materialsused in production department are – Paper Ink PlatesPapers: The raw paper for the production of the news papers are purchased from“Mysore paper mills Bhadravati” two sizes of papers are purchased.1.70cm paper 2.35cm paper The 70cms papers are used for all the pages except central single page.The 35cms paper is used for central single page.There are two qualities of paper in 70 cms: 49 GSM –The paper is of top quality, this paper is used for first & last pages only. 45 GSM –This paper is of lesser quality. This is used for all the pages, except first and last page.INK:To print on the paper ink is transported from Hubli press, which is purchase from“Hindustan Inks”Kolhapur.There are four types of inks used in printing they are- Cyan Vallenta Yellow . 17 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. BlackThe news items are rearranged by the paste up artists as per guidance of the editor,editor rearranges the news items. The plate makers make the final plates for printingby using advanced technology machines and these are sent to printing. The news onthe plates are printed on the blankets which are inside the machine. Lastly the news onblankets are printed on the paper. The plates are purchased from “Technology.Company” Madras These are 25-35 plates are required /day. MANPOWER:The man power of the production department is 34out of 34 members 18 areconcerned for the printing department and remaining 16 members are for packing. Production incharge - 1 Printers - 2 Assistant printer - 1 Paste up Department - 4 Electrician - 1 Helpers - 9 Packing - 16 Total - 34 . 18 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.The persons in the printing department are almost all skilled persons except fewhelpers. These persons are at least ITI graduates and are having experience. Thepacking persons are inexperienced or unskilled persons. The capacity of the machine is20000 copies/hour and the machines are purchased from Kolhapur. The actual printingstarts at 11PM and completes at 2AM. But the supplements like Cini Vijaya andSaptahika Vijaya area printed at 6PM 4. RESPONSE [ADVERTISING] DEPARTMENT: Advertisement Department Chart Advertisement Manager Scheduling Clerk Ad. Executives Billing Clerk . 19 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. FUNCTIONS: 1. Sell the space of the newspaper to advertisers and advertising agencies. 2. Inform the editions about space needed for the advertise. 3. Collection of the payment from the advertisers and concerned parties. 4. Sending bill to concerned parties. TYPES OF ADVERTISEMENT: 1. Classed advertisements 2. Commercial advertisements 3. Corporate advertisements 4. Display advertisement 5. Family advertisement 6. Financial advertisement 7. Local advertisement 8. Penal advertisement . 20 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. ACHIEVEMENT Vijay Karnataka HAS TOTAL READERSHIP OF 78, 12,000. Vijay Karnataka is the only Kannada daily to have witnessed a Growth over last IRS (2004, IR). In Karnataka, three out of five Kannada Newspaper readers reads VIJAY KARNATAKA. 54.37% of Kannada Daily readers having MHI of above RS 10,000/- read VIJAY KARNATAKA. VIJAY KARNATAKA has 48% more readers than the no 2 Kannada Daily segment SEC AB. . 21 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. MAXIMUM READERSHIP MAXIMUM ADVANTAGE YOUR BRANDVIJAY KARNATAKA 78,12,000PRAJAVANI 33,76,000SAMYUKTA KARNATAKA 25,00,000UDAYAVANI 18,00,000PREVIOUS READERSHIPVIJAY KARNATAKA 70,12,000PRAJAVANI 33,99,000SAMYUKTA KARNATAKA 25 ,32,000UDAYAVANI 15,00,00 8000000 7000000 6000000 5000000 4000000 3000000 2000000 1000000 0 VK PRAJ UDAY SK Present previous . 22 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. Vijay Karnataka is the largest people read Kannada daily amongst: Male readers with a readership of 44,20,000 (covering 73% males reading any Kannada daily). Female readers with a readership of 14,29,000(covering 55% females reading any Kannada Daily). Graduates / post graduates and above segment with a readership of 7,15,000 and SCC but not graduate with a readership of 32,02,000. Rural masses with a readership of 32,24,000. Urban masses with a readership of 27,12,000. Towns with population greater than 15 lakhs with a readership of 4,15,000. The age group of 12-19 years with a readership of 15,15,000. The age group of 20-44 years with a readership of 27,45,000. The age group of 45 and above with a readership of 9,02,000. People with MHI greater than RS.5000/-with a readership of 9,03,000. People with MHI lesser than RS.5000/- with a readership of 51,50,000. . 23 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. INDIA: Times of India Group acquires Vijayanand PrintersVijayanand Printers publishes two Kannada newspapers and an English dailyTimes of IndiaThursday, June 15, 2006New Delhi --- The Times of India Group and the promoters of the Bangalore-basedVijayanand Printers Limited have signed an agreement in New Delhi on Thursday forthe 100 per cent acquisition of Vijayanand Printers Ltd (VPL).VPL publishes Kannada newspapers Vijay Karnataka which have ten editions. VijayKarnataka is the leader in the Kannada newspaper segment with circulation in excessof 5.5 lakh (July-Dec 2005) as per ABC report.Vineet Jain, Managing Director, Bennett, Coleman & Co Ltd (The Times of IndiaGroups parent company), said: "This agreement highlights our strong emphasis on thefast-growing regional media markets in India where readers have new aspirations andmindsets. We are thus committed to "going local" and further developing strongregional identities so as to provide the best possible value to our new readership andadvertiser base." . 24 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. Objectives1] To understand advertisers perception towards Vijay Karnataka2] To determine the factors influencing advertisers for advertisement’s in VijayKarnataka as an effective media3] To measure the satisfaction level of advertisers towards Vijay Karnataka4] To know the advantages of V.K with compare to competitors. . 25 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. Research Methodology: Research : Descriptive research Data sources : 1. Secondary data 2. Primary data Research Approach : Survey method Research Instrument : Questionnaire Type of Questionnaire : Structured non-disguised Type of Questions : Close-ended questions Sampling Plan : 1. Sampling Unit : advertisers who prefers VK in Bagalkot city 2. Sample Size : 50 respondents 3. Sampling procedure : Simple random sampling Contact Method : Personal Mode of collecting data: The respondents will be chosen randomly & requested to grant Interviews. The questions will then be asked in a predetermined Sequence. The secondary data will be collected from various books, Journals, reports, company’s data base, internet etc. Data Processing : 1. A number of tables to be prepared to bring out the main Characteristics of the collected data. 2. Inferences to be drawn from the data collected. . 26 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. BENEFITS FOR PERSONAL GROWTH 1 The study will enhance my knowledge about service sector business. 2 The study will give knowledge about how the coordination & co-operation will take place in an origination. 3 It will give the knowledge about how the money & material transaction will take place between manufacture & customer. BENEFITS FOR ORGANITION 1 The study will help the origination to know the advertiser’s preferences towards VK. 2 To know the present level of advantages of VK with competitors. 3 To understand the perception of advertisers towards V.K & the factors which are influencing them to prefer VK for their advertisement. 4 To understand the advertisers satisfaction level towards news coverage level & circulation of VK. . 27 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. RESULT & DISCUSSION WITH CHARTS & GRAPHS1) Which news paper do you use regularly for your advertisement? Frequency Percent Valid Percent Percent Valid Kannada 43 86.0 86.0 86.0 English 4 8.0 8.0 94.0 Both 3 6.0 6.0 100.0 Total 50 100.0 100.0 Both 6.0% English 8.0% Kannada 86.0% Analysis; From the above graph out of 50 respondents 86% of responds are usingKannada news paper & 8% are using English news paper & 6% are using Bothkannada & English news papers for their advertisement. Interpretation; from the above information we can say that majority of therespondents using Kannada news paper for their advertisements because kannadanews paper circulation is more in Bagalkot city & Kannada is the regional language inBagalkot city . . 28 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.2) Do you use V.K news paper for your advertisement. Cumulative Frequency Percent Valid Percent Percent Valid yes 50 100.0 100.0 100.0 yes 100.0%Analysis; 100% of respondents are using V.K for their advertisements.Interpretation; all respondents are using V.K for their advertisement because V.K newspaper Brand image is good and it is having good circulation. . 29 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.3) What do you think about V.K news paper? Cumulative Frequency Percent Valid Percent Percent Valid Very good 14 28.0 28.0 28.0 Good 28 56.0 56.0 84.0 Average 5 10.0 10.0 94.0 Not good 2 4.0 4.0 98.0 Very bad 1 2.0 2.0 100.0 Total 50 100.0 100.0 Very bad 2.0% Not good 4.0% Average Very good 10.0% 28.0% Good 56.0%Analysis; from the above graph 28% of the respondents are said that V.K news paperis very good & 56% of the respondents are said that V.K is good & 10% ofrespondents are said that V.K is average & 4% are said that V.K is not good & 2% aresaid that V.K is very bad .Interpretation; From the above information most of the respondents are said that V.Knews paper is the Good news paper because it is having good brand image and it ishaving more circulation. . 30 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.4) In future will you use or suggest others to use V.K for their advertisement Cumulative Frequency Percent Valid Percent Percent Valid Yes 45 90.0 90.0 90.0 No 5 10.0 10.0 100.0 Total 50 100.0 100.0 No 10.0% Yes 90.0%Analysis; From the above graph 90% f the respondents told that in future they willsuggest others to use V.K for their advertisement. & 10% are said that they are nottelling to any advertisers to prefer V.K for their advertisement.Interpretation; from the above information most of the respondents are told that infuture they will suggest others to use V.K for their advertisements because it is havingbest writing style and colorfully print & V.K is the good advertising media. . 31 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.5) Which factors make you to choose V.K as a media for your advertisement Cumulative Frequency Percent Valid Percent Percent Valid Excepted prize at 28 56.0 56.0 56.0 Region able price More circulation 15 30.0 30.0 86.0 Page quality 5 10.0 10.0 96.0 Offers 2 4.0 4.0 100.0 Total 50 100.0 100.0 offers 4.0% page quality 10.0% Excepted prise at re More circulation 56.0% 30.0%Analysis; from the above graph 56% of the respondents choose V.K because of thefactor Excepted prize at region able price, & 30% of the respondents choose V.Kbecause of the factor More circulation, & 10% of the respondents choose V.K becauseof the factor Page quality & 4% the respondents choose V.K because of the factoroffers provided by V.K.Interpretation; from the above information most of the respondents are said that theychoose V.K because of the factor Expected space at reasonable prices if theadvertisement is in expected space then its effectiveness will increases. . 32 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.6) You prefer V.K for your advertisement because of following region. Cumulative Frequency Percent Valid Percent Percent Valid Colour full print 8 16.0 16.0 16.0 Photography 6 12.0 12.0 28.0 Animation 7 14.0 14.0 42.0 Style of writing 29 58.0 58.0 100.0 Total 50 100.0 100.0 Color full print 16.0% Photography 12.0% Style of writing 58.0% Animation 14.0%Analysis; from the above graph 16% of the respondents prepare V.K because of theregion color full print of V.K.& 12% of the respondents prepare V.K because of theregion photography of V.K & 14% of the respondents prepare V.K because of theregion Animation of the V.K & 58% of the respondents prepare V.K because of theregion Writing style of the V.K.Interpretation; from the above information most of the respondents prepare V.Kbecause of the region Writing style of the V.K. if writing style is good then it willattracts the customer towards ours[advertisers]products. . 33 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.7) What do you think about the advertisement price of V.K.? Cumulative Frequency Percent Valid Percent Percent Valid Costly 3 6.0 6.0 6.0 Average 8 16.0 16.0 22.0 Affordable 39 78.0 78.0 100.0 Total 50 100.0 100.0 Costly 6.0% Average 16.0% Affordable 78.0%Analysis; from the above graph 6% of the respondents are said that the advertisementprize of the V.K is costly & 16% of the respondents are said that it is average & 78%are said that it is affordable.Interpretation; from the above information Most of the respondents are said that theadvertisement prize of V.K is Affordable. . 34 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.8) Are you satisfied with V.K as an effective advertising media? Cumulative Frequency Percent Valid Percent Percent Valid Yes 44 88.0 88.0 88.0 No 6 12.0 12.0 100.0 Total 50 100.0 100.0 No 12.0% Yes 88.0%Analysis; from the above graph 88% of the respondents are satisfied with V.K as aneffective advertising media & 12% of the respondents are not satisfied with V.K aneffective advertising mediaInterpretation; from the above information most of the respondents are satisfied withthe V.K as an effective advertising media because it is having more circulation & V.Kwill gives expected space at region able price & it is having good Brand image in themarket. . 35 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.9) How much you satisfied with V.K. Cumulative Frequency Percent Valid Percent Percent Valid Highly satisfied 6 12.0 12.0 12.0 Satisfied 33 66.0 66.0 78.0 Moderate 8 16.0 16.0 94.0 Dissatisfied 3 6.0 6.0 100.0 Total 50 100.0 100.0 Dissatisfied 6.0% Moderate 16.0% Highly satisfied 12.0% Satisfied 66.0%Analysis; from the above graph 12% of the respondents are Highly satisfied & 66% ofthe respondents are satisfied & 16% of the respondents are Moderate & 6% of therespondents are Dissatisfied towards V.K.Interpretation; from the above information most of the respondents are satisfied withV.K because it is having more Brand image in the market & it’s service is good & it’scirculation is more. . 36 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.10) Are you satisfied with distribution of V.K news paper to customer. Cumulative Frequency Percent Valid Percent Percent Valid Yes 43 86.0 86.0 86.0 No 7 14.0 14.0 100.0 Total 50 100.0 100.0 No 14.0% Yes 86.0%Analysis; From the above graph out of 50 respondents 86% of the respondents aresatisfied with Distribution of the V.K to customer & 14% of the respondents are notsatisfied with Distribution of V.K to customer.Interpretation; From the above information most of the respondents are satisfied withthe Distribution of V.K to customers Because the effectiveness of the advertisement ismore when they will provided their advertisement in V.K. . 37 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.11) Which part of news prefer you prefer most. Cumulative Frequency Percent Valid Percent Percent Valid Political news 13 26.0 26.0 26.0 Sports news 7 14.0 14.0 40.0 Local news 18 36.0 36.0 76.0 Advertisement 12 24.0 24.0 100.0 Total 50 100.0 100.0 Advertisment Political news 24.0% 26.0% Sports news 14.0% Local news 36.0%Analysis; From the above graph out of 50 respondents 26% of the respondents areprepare political news & 14% respondents prefer sports news & 36% of therespondents prefer local news & 24% of the respondents prefer advertisement of theV.K news paper.Interpretation; From the above information most of the respondents are prefer Localnews of the V.K because they are interested in local news and they do their businessactivities in the local area. . 38 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.12) How do you rate the following news papers as an effective media ofadvertisement. Price for your advertisement Very Very good Good Average Bad bad Vijay Karnataka 22 13 3 2 1 Prajavani 10 13 23 2 2 soymktha Karnataka 12 10 22 4 2 Kannada Praba 6 10 29 4 1 price of your advertisement Vijay Karnataka Prajavani soymktha Karnataka Kannada Praba Kannada Praba 35 30 Frequency 25 20 15 10 5 0 Very good Good Average Bad Very bad RatingsAnalysis; from the above information most of the respondents are told that V.K’s pricefor their advertisement is very good compare to others Brand’s like Prajavani,Samyuktha Karnataka, Kannada praba.Interpretation; from the above information most of the respondents are told that V.K’sadvertisement price is very good because it is having good circulation & good brandimage, In this time also they will take region able pries for advertisement. . 39 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. Very Very good Good Average Bad bad Vijay Karnataka 23 11 4 3 0 Prajavan i 13 20 15 2 0 soymktha Karnataka 11 21 15 3 0 Kannada Praba 10 13 19 5 3 Excepted space Vijay Karnatak Prajavani soymktha Karnataka Kannada Praba 25 20 Frequency 15 10 5 0 Very good Good Average Bad Verybad RatingAnalysis; from the above information most of the respondents are told that V.K’sExcepted space for their advertisement is very good compare to others Brand’s likePrajavani, Soymktha Karnataka, Kannada praba.Interpretation; from the above information most of the respondents are told that V.K’sExcepted space for advertisement is very good they will provide excepted space atregion able pries because of this advertisement effectiveness will increases &advertisers will satisfied. . 40 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. Very Very good Good Average Bad bad Vijay Karnataka 28 13 5 4 0 Prajavan i 12 25 12 1 0 soymktha Karnataka 10 21 18 1 0 Kannada Praba 8 10 20 9 3 circulation of papers Vijay Karnatak Prajavani soymktha Karnataka Kannada Praba Kannada Praba 30 25 Frequency 20 15 10 5 0 Very good Good Average Bad Verybad RatingAnalysis; from the above information most of the respondents are told that V.K’sCirculation is very good compare to others Brand’s like Prajavani, SoymkthaKarnataka, Kannada praba.Interpretation; from the above information most of the respondents are told that V.K’sCirculation is very good & it will riches huge number of customer & it will helps toincrease the advertisement effectiveness. . 41 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. Very Very good Good Average Bad bad Vijay Karnataka 10 23 7 4 0 Prajavani 8 20 19 2 1 soymktha Karnataka 10 17 20 3 0 Kannada Praba 7 15 19 8 1 Service Vijay Karnatak Prajavani soymktha Karnataka Kannada Praba 25 20 Frequency 15 10 5 0 Very good Good Average Bad Verybad RatingAnalysis; from the above information most of the respondents are told that V.K’sservice is good compare to others Brand’s like Prajavani, Soymktha Karnataka,Kannada praba.Interpretation; from the above information most of the respondents are told that V.K’sservice is good. In every moment of business they will treat us in a good manner &their overall service is good. . 42 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.13) Overall how do you feel about V.K service. Cumulative Frequency Percent Valid Percent Percent Valid Extremely good 3 6.0 6.0 6.0 Very good 42 84.0 84.0 90.0 Neither good nor bad 4 8.0 8.0 98.0 Bad 1 2.0 2.0 100.0 Total 50 100.0 100.0 Bad 2.0% Nither good nor bad 8.0% Extremely good 6.0% Very good 84.0%Analysis; From the above graph out of 50 respondents 6% are told that V.K service isextremely good & 84% are told that it’s service is extremely good & 8% are told thatit’s service is neither good nor bad & 2% are told that it’s service is bad.Interpretation; from the above information most of the respondents are feel that V.Kservice is Very good it is using good quality paper& writing style is good and it’sDistribution is good hence advertisers feel V.K service is very good. . 43 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. HYPOTHESIS TESTIn feature will you use or suggest others to use V.K for their advertisement.Total number of satisfied responds=90%H0≥82% will say they use or suggest others to use V.K for their advertisement infuture.H1<82% will say they not use or suggest others to use V.K for their advertisement infuture.P=.82P0=.90Standard error= p(1-p) n-1 .82(1-.82) 49 = .0548835Zcal= P0-P S.E = .90-.82 .0548835 =1.4576Ztab=1.64Zcal<Ztab, accept null hypothesis. . 44 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.ANALYSIS: as the calculated value is less than table value, we accept the nullhypothesis therefore H0 is accepted, H1 is rejected so that more than 82% ofrespondents will use or suggest others to use V.K for their advertisement in future.Are you satisfied with V.K as an effective advertising media.Total number of satisfied responds=88%H0≥80% will say satisfied with V.K as an effective advertising media.H1<80% will say not satisfied with V.K as an effective advertising media.P=.80P0=.88At 5% level of significance , Z tab= 1.64Standard error= P (1-P) n-1 .80(1-.80) 49 = .05714 Zcal = P0-P Std Error = .88-80 .05714 = 1.40Ztal=1.64Zcal <Ztal Null hypothesis is accepted.Conclusion: As the Zcal value is less than table value we accept the null hypothesistherefore H0 is accepted, H1 is rejected so that more than 80% of respondents willsatisfied with V.K as an effective advertising media. . 45 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.Are you satisfied with distribution of V.K news paper to customer.Total number of satisfied responds=86%H0≥80% will say satisfiedH1<80% will say not satisfiedAt 5% level of significances.P=.80P0=88Standard error= P(1-P) n-1 = 80(1-.80) 49 = .05714Zcal=P0-P S.E =.88-.80 .05714 = 1.4000Zcal< Ztab null hypothesis is accepted . 46 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.ANALYSIS: as the calculated value is less than table value we accept the nullhypothesis therefore H0 is accepted, H1 is rejected so that more than 86% ofrespondents will satisfied with distribution of V.K news paper to customer. CROSS TABULATIONAre you satisfied with V.K as an effective advertising media.Are you satisfied with distribution of V.K news paper to customer. Are you satisfied with Distribution of V.K news paper to customer Yes No Total Are you satisfied with Yes 43 1 44 V.K as an effective advertising media No 6 6 Total 43 7 50Analysis; from the above information 44 respondents satisfied with V.K as an effectiveadvertising media in that 43 respondents satisfied with distribution of V.K news paperto customer.Do you use V.K news paper for your advertisement.In future will you use or suggest others to use V.K for their advertisement . 47 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. In futere will use or suggest others to use V.K for their advertisment Yes No Total Do you use V.K Yes news paper for 45 5 50 your advertisment Total 45 5 50Analysis; from the above information 50 respondents said that they use V.K newspaper for their advertisement & in that 45 respondents said that In future they will youuse or suggest others to use V.K for their advertisement. . 48 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. FINDINGS 1) Majority of the respondents are using Kannada news paper for their advertisement. 2) Most of the respondents are using V.K for their advertisement. 3) 56% of the respondents think that V.K news paper is good & only 2% respondents think it is very bad. 4) 90% of the respondents are told that in future they will use or suggest others to use V.K for their advertisement & only 10% of respondents are not use or suggest others to use V.K. 5) 56% of respondents said that excepted space at region able price is factor which helps them to choose V.K for their advertisement & only 4% respondents are choose V.K because of offers. 6) 58% of the respondents are said that they prefer V.K for their advertisement because of the region style of writing. 7) 78% of the respondents are said that advertisement price of V.K is affordable & only 6% of respondents said that it is costly. 8) 88% of respondents told that they are satisfied with V.K as an effective advertising media & only 12% are said that it is not an effective advertising media. 9) 66% of respondents are satisfied with V.K & only 6% of them are dissatisfied. 10) 86% of the respondents are satisfied with Distribution of V.K to customers & remaining are not satisfied. 11) 36% of the respondents prefer local news & only 14% of respondents prefer sports news. 12) V.K news paper has providing good customized service compare to its compotator & it is having competitive advantage of good circulation of papers. 13) 84% of respondents are feel about V.K service is very good & only 2% of respondents feel its service is bad. . 49 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. SUGGESTIONS1) V.K news papers has to maintain good relationship with existing customers.2) V.K has to convert 10% advertisers who will not use or suggest others to use V.Kfor their advertisement in future by catering their needs.3) V.K news paper should extend their offers like festival offer to its advertisers tochoose V.K as media for their advertisement & helps to attract more advertiserstowards them.4) V.K news paper should further try to provide reasonable & competitive pries foradvertisement so it helps to attract remaining 6% advertisers who are said that its priceis costly.5) V.K news paper has to bring few more innovative strategies to become an effectiveadvertising media & attract remaining 12% of advertisers who are dissatisfied.6) V.K news paper has to improve its distribution of papers to customers so that it willhelp to increases the advertisement effectiveness of the advertisers & helps to catchremaining 14% of respondents.7) V.K news paper has to take few steps towards improvements of its circulation ofpapers.8) V.K should improve its service, which is considered as one of the key factor forsuccess. . 50 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. CONCLUSIONS:In today’s competitive business Environment Company will maintain and attain thechanging needs and wants of advertisers, they can differentiate a Company’s products& service and develop customer loyalty, helping to sustain profitability in comingdays.As I completed my Major Concurrent Project in Vijay Karnataka Bagalkot on topic“Advertisers preference towards V.K as an effective advertising media” has given apractical picture of overall function of the unit.This project study has given a closer view which couldn’t be achieved by theoreticalstudy regarding Vijay Karnataka and its methods in creating product & Service loyaltytowards advertisers & its effective functioning. . 51 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. LIMITATIONS1] The research was conducted only for Bagalkot addition so the conclusion made isapplicable to only Bagalkot addition.2] The sample size was restricted to only advertisers who prefer V.K for theiradvertisement.3] The information contained in the report may slightly vary with the actual, sincethe data and information is provided approximate and may lack accuracy, so itshould be verified before implementation.4] The duration of the study was restrained and was under given condition. . 52 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. QuestionnaireDear sir/ madamform.Name =Age =Gender =Place =[VK =Vijay Karnataka]1) Which news paper do you use regularly for your advertisement?Kannada ( ) English ( ) Both ( ) Others ( )2) Do you use V.K news paper for your advertisement? Yes ( ) No ( )If no quit the interview3) What do you think about V.K news paper?Very good ( ) Good ( ) Average ( ) Not good ( ) Very bad ( )4). In future will you use or suggest others to use V.K for their advertisement? Yes □ No □If no why, __________________________________________________________________5) Which factors make you to choose V.K as a media for your advertisement? Expected space at region able price () . 53 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertising media. More circulation () Page quality () Offers () 6) You prepare V.K for your advertisement because of following region Colorful print () Photography () Animation () Style of writing ( ) 7). what do you think about the advertisement price of V.K? Costly □ average □ Affordable □ low □ 8) Are you satisfied with V.K as an effective advertising media? Yes ( ) No ( ) 9) How much you satisfied with V.K? Highly satisfied () Satisfied () Moderate () Dissatisfied ( ) 10) Are you satisfied with Distribution of V.K news paper to customers? Yes ( ) No ( ) 11) Which part of news paper you prefer most? Political News () sports news () Local News () Advertisement () 12) How do you rate the fallowing news papers as an effective media ofadvertisement? . 54 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertising media. Vijay Praja Vani Samyukta Kannada Karnataka Karnataka Praba Price for your ads Excepted space Circulation of Paper Service 1=Very good 2 =Good 3=Average 4=Bad 5=Very bad 13) Overall how do you feel about V.K service?Extremely good ()Very good ()Neither good nor bad () . 55 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia.Bad ()14) Your opinion towards V.K News paper……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… ThanksDate:Place: BIBIOGRAPHYBooks . 56 BABASAB PATIL
    • Advertisers preferences towards Vijay Karnataka as an effective advertisingmedia. 1) Marketing Research- Tull and Hawkins. 2) Marketing Mgmt - Philip Kotlers Magazines 1) News papers 2) Business worldWebsites 1) www.google.com 2) www.vijaykarnatakepaper.com . 57 BABASAB PATIL