MBA Marketing Management Field Study 2019

1. MARKETING
MANAGEMENT FIELD
STUDY 2019
SUBMITTED BY,
NIKHIL VARGHESE
S2 MBA BATCH-2 (ZEPHYROS BATCH)
M.A.C.F.A.S.T

2. FIELD STUDY QUESTION
What advertising media will you select for each of the following and
why?
(a) Child Relief and You
(b) Payment app
(c) Cellular Network
(d) Mutual Funds

3. (a) Child Relief and You
Child Relief and You:
Child Relief and You or CRY, is an Indian non-governmental organization, which aims to restore children's
rights. The organisation was founded in 1979 by Rippan Kapur.
CRY partners with grassroots level non-governmental organisations to uplift thousands of underprivileged
Indian children denied of basic rights by working across levels - from direct action, advocacy, mobilising public
opinion to policy change.
CRY identifies projects across the country and funds the sincere efforts of many individuals and groups who
work at a local and regional level and directly interact with the children to ensure happy, healthy and creative
childhoods.

4. Advertising Media for Child Relief and You:
Television Advertising

5. Television Advertising
Television is the fast growing medium of advertisement because of huge
expansion of electronic media and cable network. It makes its appeal
through both the eye and the ear. Products can be demonstrated as well
as explained as in film advertisement. Advertising may take the form of
short commercials and sponsored programmes.

6. Why Television Advertising:
 T.V. advertisement is very effective since it combines spoken words and visual presentation of the
product.
 It helps in selective advertisement. A trader can advertise his products in those areas from where he
wants to attract the customers.
 The message is conveyed to the prospective customers at their homes.
 T.V. advertisements reach even the illiterate people.
 T.V. has a very wide reach through satellites and so can be used for the promotion of consumer
goods.

7. (b) Payment app
Payment app is a mode of payment using mobile phones. Instead of using methods like cash, cheque,
and credit card, a customer can use a mobile phone to transfer money or to pay for goods and
services. A customer can transfer money or pay for goods and services by sending an SMS, using a
Java application over GPRS, a WAP service, over IVR or other mobile communication technologies.
In India, this service is bank-led. Customers wishing to avail themselves of this service will have to
register with banks which provide this service. Currently, this service is being offered by several
major banks and is expected to grow further. Mobile Payment Forum of India (MPFI) is the umbrella
organisation which is responsible for deploying mobile payments in India.
India is the world's largest-growing mobile payments market.

8. Advertising Media for Payment App :
Internet Advertising

9. Internet Advertising
It is the most recent advertising medium, which is an interactive
medium and can deliver message more effectively.

10. Why Internet Advertising :
• It is not very expensive.
• Dramatization of message is possible.
• It is an interactive media where two-way communication is possible.

11. (c) Cellular Network
A cellular network is a communication network where the last link is wireless. The
network is distributed over land areas called cells, each served by at least one fixed-
location transceiver, but more normally three cell sites or base transceiver stations.
These base stations provide the cell with the network coverage which can be used
for transmission of voice, data, and other types of content. A cell typically uses a
different set of frequencies from neighbouring cells, to avoid interference and
provide guaranteed service quality within each cell.

12. Advertising Media for Cellular Network :
Outdoor Advertising

13. Outdoor Advertising :
Outdoor advertising has gained wide popularity these days. Its purpose
is to attract the attention of the people at busy roads and markets. It
includes the use of poster displays, bill board displays and electric
displays.

14. • Poster Displays: Posters are fixed on walls of buildings, bridges, and
other public places. It is also quite common to write slogans and other
message about the products in bold letters on the walls to attract the
attention of the people even from a long distance. That is why, it is
also known as ‘Mural Advertising’. Mural advertising is frequently
used to advertise fans, fertilizers, tonics, beauty aids and other
consumer items.

15. • Bill Board Displays: Painted or bill board displays involve the
advertisements directly painted on the boards meant for this purpose.
They are quite big in size and are fixed at outstanding locations like
busy markets and crossings. They are also erected on tops of bridges
and important buildings.

16. • Electrical Displays: Electrical display involves the use of electric
lights or neon tubes to attract the attention of people, particularly
during night. Generally, a short message is illuminated in tubes of
different colours so that it is conspicuous and attractive. Electrical-
displays are fixed at heavy traffic centres.

17. • Vehicular Displays: It has become a fashion these days to use modes
of public transport for advertising. The space outside and inside the
buses, railway carriages and other vans may be hired by the
businessmen to spread their messages. Vehicles give mobility to the
message.

18. Why Outdoor Advertising :
• Outdoor advertising is highly flexible and is a low cost medium.
• It is very useful for advertising consumer products because posters,
etc. can be displayed at various crowded centres.
• Outdoor advertisement attracts attention quickly and requires very less
time and effort on the part of the readers. A complete picture of the
product can be shown through outdoor displays.

19. (d) Mutual Funds
A mutual fund is a professionally managed investment fund that pools money from many
investors to purchase securities. These investors may be retail or institutional in nature.
Mutual funds have advantages and disadvantages compared to direct investing in individual
securities. The primary advantages of mutual funds are that they provide economies of
scale, a higher level of diversification, they provide liquidity, and they are managed by
professional investors. On the negative side, investors in a mutual fund must pay
various fees and expenses.

20. Advertising Media for Mutual Funds :
Newspaper Advertising

21. Newspaper Advertising
Newspaper reading is a common habit among the educated people. Besides
daily newspapers, there are bi-weekly and weekly newspapers also.
Newspapers reach almost every place and are read by all kinds of people.
Therefore, newspaper can be used as a medium of advertisement with great
advantage. While selecting a newspaper for this purpose, an advertiser has to
take into consideration the strength of circulation, the class of readers it
serves, the geographical region over which it is popular and the cost of space.

22. Why Newspaper Advertising :
• A newspaper has large circulation and a single advertisement in a newspaper can reach a
large number of people.
• Continuous advertisement is possible because newspaper is published daily. An advertiser
can repeat his advertisement daily, weekly, or fortnightly.
• Newspapers provide flexibility in advertising in the sense that advertisement campaign
can be initiated and stopped quickly. One day’s notice is sufficient for this purpose.
Similarly, advertising message can be changed promptly whenever needed.

23. THANK YOU 