2. 2
INTRODUCTION OF THE PROJECT:
The Savitribai Phule University of Pune had given the Subject of Summer Internship Project
for Master of Business Administration [M.B.A.] Semester 3rd
Our Project Report subject is
practical training for project work in Axis Bank Ltd.
Location:
Axis Bank Shirdi Branch nearby Bhakti Niwas Nagar- Manmad Road.
Duration:
Duration of the project is 2 Months.
Project title:
“A Study on Evaluation of Advertising Effectiveness of Axis Bank”
That's what you need to know about your advertising campaign to decide whether
your ad spend is delivering the results you want. The ad effectiveness solutions helps the
organization alike understand each advertising efficiency on a deeper level. By knowing
where campaign tactics are on point—and where they're falling short—by having
efficiency and measurements of ads the Organization i.e. Axis Bank can better
understand how to optimize your advertising and reach your desired goal.
The Measures of Ad's will help you to understand the total effectiveness of your
advertising: who it's reaching, how it's resonating, and consumer’s reaction—across
screens. These measurements provide you with the opportunity to maximize the
effectiveness of each advertising campaign—while it's still in progress, and understand
your audience’s relationship with your advertising. So the parameter to study the
relationships of its consumers with its TV media tool was been studied out during this
project.
4. 4
CLASSIFICATION OF BANKS:
The commercial banking structure in India consist of: Scheduled commercial Banks and
Unscheduled Banks, with the Reserve Bank of India (RBI) as the apex governing body. RBI has
licensing powers and the authority to conduct inspections on other Banks. The chart below depicts
the Indian Banking industry. The figures in brackets are the number of Banks in each category.
Reserve bank of India (Controlling Authority)
Scheduled Bank Non- Scheduled Bank
Cooperative Bank Commercial Bank
Urban Bank Rural Bank Public Sector Private Sector (21) Foreign Banks (34)
s
Nationalized Banks SBI & Associates (6) Regional Rural Banks (82)
(20)
Local Ares Banks (4)
5. 5
A SNAPSHOT OF THE BANKING INDUSTRY:
The Reserve Bank of India (RBI), as the central bank of the country, closely monitors
developments in the whole financial sector.
The banking sector is dominated by Scheduled Commercial Banks (SBCs). As at end March
2011, there were 296 Commercial banks operating in India. This included 27 Public Sector
Banks (PSBs), 31 Private, 42 Foreign and 196 Regional Rural Banks. Also, there were 67
scheduled co-operative banks consisting of 51 scheduled urban cooperative banks and 16
scheduled state co-operative banks.
Scheduled commercial banks touched, on the deposit front, a growth of 14% as against 18%
registered in the previous year. And on advances, the growth was 14.5% against 17.3% of the
earlier year. State Bank of India is still the largest bank in India with the market share of 20%
ICICI and its two subsidiaries merged with ICICI Bank, leading creating the second largest bank
in India with a balance sheet size of Rs. 1040bn.
Higher provisioning norms, tighter asset classification norms, dispensing with the concept of
‘past due’ for recognition of NPAs, lowering of ceiling on exposure to a single borrower and
group exposure etc., are among the measures in order to improve the banking sector.
A minimum stipulated Capital Adequacy Ratio (CAR) was introduced to strengthen the ability of
banks to absorb losses and the ratio has subsequently been raised from 8% to 9%. It is proposed
to hike the CAR to 12% by 2004 based on the Basle Committee recommendations.
Retail Banking is the new mantra in the banking sector. The home Loans alone account
for nearly two-third of the total retail portfolio of the bank. According to one estimate, the retail
segment is expected to grow at 30-40% in the coming years.
Net banking, phone banking, mobile banking, ATMs and bill payments are the new buzz words
that banks are using to lure customers.
With a view to provide an institutional mechanism for sharing of information on borrowers /
potential borrowers by banks and Financial Institutions, the Credit Information Bureau (India)
Ltd. (CIBIL) was set up in August 2000. The Bureau provides a framework for collecting,
processing and sharing credit information on borrowers of credit institutions. SBI and HDFC are
the promoters of the CIBIL.
6. 6
The RBI is now planning to transfer of its stakes in the SBI, NHB and National bank for
Agricultural and Rural Development to the private players. Also, the Government has sought to
lower its holding in PSBs to a minimum of 33% of total capital by allowing them to raise capital
from the market. Banks are free to acquire shares, convertible debentures of corporate and units
of equity oriented mutual funds, subject to a ceiling of 5% of the total outstanding advances
(including commercial paper) as on March 31 of the previous year.
The finance ministry spelt out structure of the government-sponsored ARC called the Asset
Reconstruction Company (India) Limited (ARCIL), this pilot project of the ministry would pave
way for smoother functioning of the credit market in the country. The government will hold 49%
stake and private players will hold the rest 51%- the majority being held by ICICI Bank (24.5%).
REFORMS IN THE BANKING SECTOR:
The first phase of financial reforms resulted in the nationalization of 14 major banks in 1969 and
resulted in a shift from Class banking to Mass banking. This in turn resulted in a significant
growth in the geographical coverage of banks. Every bank has to earmark a minimum percentage
of their Loan portfolio to sectors identified as “priority sectors”. The manufacturing sector also
grew during the 1970s in protected environs and the banking sector was a critical source. The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980. Since then
the number scheduled commercial banks increased four-fold and the number of banks branches
increased eight-fold.
After the second phase of financial sector reforms and liberalization of the sector in the early
nineties, the Public Sector Banks (PSB) s found it extremely difficult to complete with the new
private sector banks and the foreign banks. The new private sector banks first made their
appearance after the guidelines permitting them were issued in January 1993. Eight new private
sector banks are presently in operation. This banks due to their late start have access to state-of-
the-art technology, which in turn helps them to save on manpower costs and provide better
services.
8. 8
ABOUT AXIS BANK :
Axis Bank was the first to new private bank to have begun operations in 1994, after the
government of India allowed the new private bank to be established. The bank was promoted
jointly by the administrator of the specified undertaking of the unit trust of India (SUUTI), Life
Insurance Corporation of India (LIC), General Insurance Corporation of India (GIC) and the for
PSU General Insurance Company Ltd. And United India Insurance Company Ltd. The present
shareholding pattern of Axis Bank is as given below.
Administrator of the specified Undertaking of the UTI. 23.68%
Life Insurance Corporation of India. 09.56%
GIC and four PSU Insurance Companies. 03.97%
Non-Promoter Indian Shareholding. 15.72%
Non-Promoter Foreign Shareholding 47.07%
SNAPSHOT
Company Background
Industry Banks - Private Sector.
Business Group AXIS Group
Incorporation Date December 1993
Public Issue Date 02 April 1994
Face Value 02.00
Company/Business Registration No INE040A01018
Key Officials CEO Shikha Sharma
9. 9
HISTORY OF AXIS BANK :
Axis Bank was the first of the new private banks to have begun operations in 1994, after
the Government of India allowed new private banks to be established. The Bank was promoted
jointly by the Administrator of the specified undertaking of the Unit Trust of India (UTI - I), Life
Insurance Corporation of India (LIC) and General Insurance Corporation of India (GIC) and
other four PSU insurance companies, i.e. National Insurance Company Ltd., The New India
Assurance Company Ltd., The Oriental Insurance Company Ltd. and United India Insurance
Company Ltd.
The Bank today total revenue of Rs. 44565 crores with the public holding (other than
promoters) at 57.60%.
The Bank's Registered Office is at Ahmedabad and its Central Office is located at
Mumbai. Presently, Bank has a very wide network of more than 3062 branch offices and
Extension Counters. The Bank has a network of over 12922 ATMs providing 24 hr a day
banking convenience to its customers. This is one of the largest ATM networks in the country.
The Bank has strengths in both retail and corporate banking and is committed to adopting the
best industry practices internationally in order to achieve excellence.
10. 10
FEATURES OF BANK:
A Savings Account for your Trust with a concessional Average Quarterly Balance
A multi-city at-par cheque facility with no limit on clearing payments at centres across the
country wherever we are present.
Free Anywhere Banking across all our Branches and Extension Counters and over all our
ATMs.
Free Demand Drafts or Pay Orders as and when required by you to remit funds.
Free collection of cheques at outstation locations.
Monthly Statement of Account delivered at your doorstep.
Facility for collecting donations in your account through our network of Branches and
Extension Counters across the country, as well as through i Connect our Internet Banking
facility.
Also, Axis Bank can offer the facility to donate funds to your Trust through our Internet
Banking facility I Connect to its customers. An Axis Bank customer can donate any amount
to your Trust through the Internet. In such cases, the savings account of the customer gets
debited and the savings account of your Trust gets credited with the amount of donation at
the same time. At the end of every month, the Bank will provide an MIS giving details of the
amount of donations and the name of donor. This will enable the Trust to issue receipts to the
donors.
11. 11
BOARD OF DIRECTORS:
The Bank has 10 members on the Board. Dr. Sanjiv Misra is the Chairman and Dr Shikha
Sharma MD & CEO of the Bank.
The members of the Board are:
Mr. Dr. Sanjive Misra Chairman
Miss. Dr. Shikha Sharma MD & CEO
Mr. K.N Prithviraj Director
Mr Prasad Menon Director
Mr. V.R Kaundinya Director
Mr. Prof. Smir K Barua Director
Mr. Som Mittal Director
Miss. Usha Sangwat Director
Miss. Ireena Vittal Director
Mr. Rohit Bhagat Director
Mr. S. Vishvanathan Director
Mr. V. Shinivasan ED, Corporate Banking
Mr. Sanjeev Kumar Gupta. ED, Corporate Centre & CFO
12. 12
VISION & MISSION OF AXIS BANK:
VISION:
The AXIS Bank is committed to maintain the highest level of ethical standards,
professional integrity and regulatory compliance. AXIS Bank’s business philosophy is based
on four core values such as:-
1. Operational excellence.
2. Customer Focus.
3. Product leadership.
4. People.
The objective of the AXIS Bank is to provide its target market customers a full range
of financial products and banking services, giving the customer a one-step window for all
his/her requirements. The AXIS Bank plus and the investment advisory services programs
have been designed keeping in mind needs of customers who seeks distinct financial
solutions, information and advice on various investment avenues.
MISSION:
1) World Class Indian Bank
2) Benchmarking against international standards.
3) To build sound customer franchises across distinct businesses.
4) Best practices in terms of product offerings, technology, service levels, risk
management and audit & compliance.
13. 13
ABOUT SHIRDI BRANCH :
ADDRESS:
SAI SAWLI, NAGAR-MANMAD ROAD, NEAR BHAKTA NIWAS,AT POST SHIRDI,
TALUKA RAHATA, DIST. AHMEDNAGARPIN 423 109, MAHARASHTRA
STATE: MAHARASHTRA
DISTRICT: AHMADNAGAR
BRANCH: SHIRDI (MAHARASHTRA)
CONTACT: 02423 255975
IFSC CODE: UTIB0000663 (used for RTGS, IMPS and NEFT transactions)
BRANCH CODE: Last six characters of IFSC Code represent Branch code. (000663)
MICR CODE: 423211999
BRANCH HEAD NAME: Mr. Ashok Joshi.
SHIRDI BRANCH:
The Axis Bank Pvt. Ltd Shirdi Branch was established in 2008. It is a private sector
Bank. Which is under the Nagpur Head Circle. With turnover of Bank is 140458381.07 in FY
2009, and has over the turnover is increase year by year and current turnover is 344443962.02
Axis Bank Pvt. Ltd Shirdi Branch is a highest Sale and service providers bank in Shirdi area as
well as leading in nearest area also such as Rahata, Kopargaon, Loni, Kolhar etc. The various
loans they are sold in market such as Personal loan, Car Loan, Agricultural Loan, Gold Loan,
Home Loan etc. There are various department working under this Bank for the giving and
controlling that Loans and gaining more profit with minimum input.
The daily services been provided under this Bank are RTGS, NEFT, TRANSFER, E-
PAYMENT, CLERING, TDS etc.
16. 16
PRODUCT AND SERVICES:
Accounts:-
• Easy Access Savings Account
• Prime Savings account
• Salary Savings Account
• Power salute: A salute to the defiance forces
• Senior Privilege Savings Account
• For the woman of today – Smart Privilege Savings Account
• A complete banking solution for Trusts, Associations, Societies, Government Bodies, Section
25 companies and NGOs
• Pension Savings Bank Account
Deposits:-
• Fixed Deposits
• Recurring Deposits
• Encash 24
• Tax Saver Fixed Deposit
Loan:- Welcome to the wide range of Axis Bank's Loan products. Put an end to your financial
troubles. • Power Homes
• Power Drive
• Personal Power
• Study Power
• Asset Power
• Two Wheeler Loan
• Loan against Security
• Consumer Power
Cards:- Apart from Gold & Silver credit cards, Axis Bank provides
• Axis Bank Meal Card
• Axis Bank Gift Card
• LIC co-branded Annuity Card
17. 17
Capital Markets:-
• Debt Solutions
• Equity Solutions
• Private Equity, Mergers & Acquisitions
• Advisory Services
• Trusteeship Services
• Depository Services
• Capital Market Funding
• e-Broking
Credits:-
• Working Capital Finance
• Term Loans
• Trade Services and Trade Finance
• Structured Finance
• Supply Chain Management
• Overseas Financing and Transactions
19. 19
OBJECTIVE OF THE PROJECT:
1) To Study & Understand Advertising Efficiency of Internet Banking TV
Ads of Axis Bank.
2) To understand perspective of its end users related of Axis Net Banking
TV Advertising.
3) To understand Brand Recall & top of Mind awareness of Internet Banking
TV Ads of its User.
21. 21
RESEARCH METHODOLOGY:
Definition:
Research methodology contains two different word “research” and “methodology”; here first
we will define the word “research”.
Research: -Research is process involves defining and redefining problems. Formulating
hypothesis or suggested solutions , collecting , organizing , evaluating , data making , deduction
, and researching final destination or conclusion.
Now we will define the word “Methodology”:-
Methodology: - Research means finding answer to its title. Every research acts as an aid to
decision making by providing valuable information. The information provided by research
should justify the time and money, which the organization put in the research activity. Research
design plays a vital role in collecting useful information.
Now we will define the word “Research Methodology”:-
“Research Methodology is way to systematically solve the search problem. It understood as a
science of studying how research is done scientifically”.
Research methods falling in the above stated last two groups are generally taken as the
analytical tools of research. Research methodology is a way to systematically solve the research
problem. It may be understood as a science of studying how research is done scientifically. In it
we study the various steps that are generally adopted by a researcher in studying his research
problem along with the logic behind them. It is necessary for the researcher to know not only the
research methods/techniques but also the methodology. Researchers not only need to know how
to develop certain indices or tests, how to calculate the mean, the mode, the median or the
standard deviation or chi-square, how to apply particular research techniques, but they also need
to know which of these methods or techniques, are relevant and which are not, and what would
they mean and indicate and why. Researchers also need to understand the assumptions
underlying various techniques and they need to know the criteria by which they can decide that
certain techniques and procedures will be applicable to certain problems and others will not. All
this means that it is necessary for the researcher to design his methodology for his problem as the
same may differ from problem to problem. For example, an architect, who designs a building,
has to consciously evaluate the basis of his decisions, i.e., he has to evaluate why and on what
22. 22
basis he selects particular size, number and location of doors, windows and ventilators, uses
particular materials and not others and the like. Similarly, in research the scientist has to expose
the research decisions to evaluation before they are implemented. He has to specify very clearly
and precisely what decisions he selects and why he selects them so that they can be evaluated by
others also.
From what has been stated above, we can say that research methodology has many
dimensions and research methods do constitute a part of the research methodology. The scope of
research methodology is wider than that of research methods. Thus, when we talk of research
methodology we not only talk of the research methods but also consider the logic behind the
methods we use in the context of our research study and explain why we are using a particular
method or technique and why we are not using others so that research results are capable of
being evaluated either by the researcher himself or by others. Why a research study has been
undertaken, how the research problem has been defined, in what way and why the hypothesis has
been formulated, what data have been collected and what particular method has been adopted,
why particular technique of analysing data has been used and a host of similar other questions
are usually answered when we talk of research methodology concerning a research problem or
study.
Types of research
1) Descriptive research
2) Analytical research
3) Applied research
4) Fundamental research
5) Qualitative Research
6) Quantitative research
7) Conceptual research
8) Empirical research
Type of research used is descriptive research. Descriptive research concentrates on finding facts
to ascertain the nature of something as it exists. In contrast analytical research is concerned with
determining validity of hypothesis based on analysis of facts collected.
23. 23
Research design:
Research design is plan, structure and strategy of investigation conceived so as to obtain answers
to research questions and to control variance.
Research design is the specification of methods and procedures for acquiring the information
needed. It is the overall operational pattern or framework of the project that indicates what
information is to be collected, from which sources and by which procedures.
Types of Research design:
These are the follows:
1) Exploratory Research design:
2) Descriptive Research design:
3) Experimental/Causal research design:
Type of Research Methodology used:
Descriptive Research design:
Descriptive research designs are well structured. This type of research designs are
undertaken in various circumstances. This research design is very useful to know the
characteristics of certain group such as age, sex, educational level, occupation or income.
The basic objective of descriptive research design is to find the answers the questions
relating to, “who, what, when, where and how” of the subject under investigation, Descriptive
research design are not always factual and simple, they can be complex also, demanding a high
degree of scientific skill on the part of the researcher. Descriptive research design study can be
divided into two broad categories vise;
As it answers the different characteristics that are considered to be as parameters for data
analysis.
24. 24
Sampling:
Sampling is concerned with the selection of a subset of individuals from within a statistical
population to estimate characteristics of the whole population. Acceptance sampling is used to
determine if a production lot of material meets the governing specifications. Two advantages of
sampling are that the cost is lower and data collection is faster than measuring the entire
population.
Each observation measures one or more properties (such as weight, location, and color) of
observable bodies distinguished as independent objects or individuals. In survey sampling,
weights can be applied to the data to adjust for the sample design, particularly stratified
sampling (blocking). Results from probability theory and statistical theory are employed to guide
practice. In business and medical research, sampling is widely used for gathering information
about a population.
Sampling Method:
Samples can be either probability samples or non-probability samples. With probability samples
each element has a known probability of being included in the sample but the non-probability
samples do not allow the researcher to determine this probability. Probability samples are those
based on simple random sampling, systematic sampling, stratified sampling, cluster/area
sampling whereas non-probability samples are those based on convenience sampling, judgement
sampling and quota sampling techniques.
(i) Deliberate sampling
(ii) Simple random sampling
(iii) Systematic sampling
(iv) Stratified sampling
(v) Multi-stage sampling
(vi) Sequential sampling
(vii) Convenience Sampling Method
25. 25
Sampling Method used:-Simple Random Sampling:
This type of sampling is also known as chance sampling or probability sampling where
each and every item in the population has an equal chance of inclusion in the sample and each
one of the possible samples, in case of finite universe, has the same probability of being selected.
For example, if we have to select a sample of 300 items from a universe of 15,000 items, then we
can put the names or numbers of all the 15,000 items on slips of paper and conduct a lottery.
Using the random number tables is another method of random sampling. To select the sample,
each item is assigned a number from 1 to 15,000. Then, 300 five digit random numbers are
selected from the table. To do this we select some random starting point and then a systematic
pattern is used in proceeding through the table. We might start in the 4th row, second column
and proceed down the column to the bottom of the table and then move to the top of the next
column to the right.
When a number exceeds the limit of the numbers in the frame, in our case over 15,000, it is
simply passed over and the next number selected that does fall within the relevant range.
Since the numbers were placed in the table in a completely random fashion, the resulting sample
is random. This procedure gives each item an equal probability of being selected. In case of
infinite population, the selection of each item in a random sample is controlled by the same
probability and that successive selections are independent of one another.
This technique is conceptually the easiest to understand, but quite difficult to implement in a
realistic research project. Looking at the scenario of company number of consumers who had net
banking accounts was very few.
The sample size was 361 as 5688 consumers were using net banking services which are been
registered in the Shirdi Axis branch so according to Morgan Table the no 361 was considered for
Sample Size
Sample size
Total number of consumers 361
26. 26
Primary Data
Before designing to structured questionnaire, it is very important for the researcher to consider
the various objectives of the study and the information required by him.
Questionnaire is designed by taking into account various Objective of study and is used as a
tool Primary data are those data, which are collected for the first time by the researcher.
The methods which are used for the Primary data collection are:
i. Observation method
ii. Direct communication
iii. Content analysis
iv. Personal interview
v. Questionnaire.
The primary data is collected through Questionnaire method, the Close-ended and open
ended structured questionnaire is simply a formalized scheduled to obtain record specified and
relevant information with liable accuracy and completeness for collecting information.
Primary is the main source of data collection, thus it is a very important method for the data
collection and research methodology.
Secondary Data
The secondary data means data that are already available i.e. they refer to the data which
have already been collected and segregated by someone else.
Secondary data are those data which have been gathered earlier for some other purpose.
The secondary data for this project is collected through internet, journals, and books.
The methods which are used for the Primary data collection are:
i. Books
ii. Records
iii. Internet articles
iv. Databases
v. Journals
vi. Case studies
27. 27
SCOPE OF THE STUDY:
• The study was helpful to carry out the different perceptions of its customers.
• It helped to find out how impactful were the ads to change the customers from manual
transactions to automatic transactions through net banking.
• The interactions with customers made to understand was the idea and purpose of Net
banking Ads covered during the Ads shown.
LIMITATION OF THE STUDY:
• The scope of the study was very vast but it was limited due to time constraints.
• Customers were reluctant in filling the questionnaire
• Visiting all the Employees was not possible so the sample size is to be reduced.
• The information given by the Customers is not necessary may be fully right.
29. 29
The purpose of this study is to identify the factors that affect advertising effectiveness
and to investigate the effects of these factors on advertising success. Using a sample of 361
customers the study identified seven factors that affect brand advertising success and
effectiveness, namely, advertising message and creativity, advertising media selection, market
research, competitiveness, market share, uniqueness, and customer relationship. Path analysis
were used in order to test the proposed conceptual model of the study. The results revealed that
advertising media selection has the strongest relationship with brand advertising success and
effectiveness and can be considered as the most important factor affecting advertising
effectiveness. The second and the third most important factors affecting advertising success were
found to be advertising message/creativity and customer relationship. The results also indicated
that although competitiveness impacts brand advertising success and effectiveness it is the least
important factor among the seven factors identified in this study. Establishing appropriate
relationships with customers and other stakeholders in order to understand their needs and
demands is an important step toward improving the chances of brand advertising success and
effectiveness. These relationships will also help the organizations to design their promotional
campaigns and tools and factors to be characterised of their target customers which will
contribute to the improvement of their brand advertisements.
1. Introduction
As a result of recent changes in people’s life styles and the introduction of new products and
services by various banks, disparate brands have been created by banks in order to better
advertise their products/services to their target customers. Advertising is considered as the most
popular form of communication that can be used in order to encourage consumers to purchase
products/services. An essential part of advertising is the creation and promotion of brands.
Almost all organizations are engaged in some form of promotion which means they are always
looking for advertising agencies to publicize their brands and to introduce their new
products/services by matching their advertising messages with their marketing strategies and
their organizational goals. Nowadays, the way that the advertising message is delivered has
become more important than the message it self. As a result of technological innovations,
companies can now easily access their rivals’ market data, which makes the business
environment more competitive for all parties involved. In an increasingly competitive
marketplace, firms will try to use advertisements in order to improve their brand image.
Additionally, due to quick imitations, technological innovations no longer offer previous levels
of sustainable competitive advantage therefore the firms need to have strong brand images in
order to be competitive for a relatively long time. Different advertising media with varying
degrees of effectiveness and disparate levels of cost can be used to publicize the brands.
However, enticing the customers to a particular brand is a difficult and time consuming task,
mainly because many consumers do not pay attention to advertisements and often try to ignore
them. Moreover, most advertisements are not intuitively understandable for consumers and as a
result require that the receivers of the advertising message will be willing and able to allocate
resources to cognitively process the contents of the advertisement. Cognitive learning requires
attention and if the target consumers are not attentive, then the firm should make an effort to
understand how the prospective customers can learn about the company’s brand and in what way
the ads should be made which reaches the target customer.
30. 30
2. Conceptual Development
2.1 The Concept and Definition of Advertising
The American Marketing Association (AMA) (1960), defined advertising as “Any paid form of
non-personal presentation and promotion of ideas, goods or services by an Identified sponsor
intended to identify the goods or services of one seller or group of sellers and to differentiate
them from those of competitors” As advertising is paid for it is a commercial transaction. This is
one of the most widely accepted definitions of advertising
2.2 Advertisement Effectiveness
Beerli and Santana (1999) defined advertisement effectiveness as “the measurement of the
results of an advertising campaign or of a particular advertisement, which must in turn be defined
in terms of the achievement of the advertising objectives which the advertiser set for his
campaign/advertisement”. An advertisement is considered effective if it attracts the customer’s
attention, has a memorable impact on the customer, stimulate the customer’s purchase intentions,
and affect the customer’s emotions (Adibi, 2012).
According to Ramalingam et al. (2006), an effective advertisement has two main characteristics.
First, advertiser should satisfy consumer’s objectives by engaging the customer in the
product/service experience and by delivering a relevant advertising message to the customer.
Second, advertisements must be consistent with the objectives of the advertiser.
Effective advertising has three broad dimensions namelyStrategy, Creativity, And Execution In
order to have an effective advertisements, firms should connect these three elements.
The Dichotomous Model:-The dichotomous model is applied mainly in product and brand advertising,
tending to isolate and evaluate separately the following:
• Sales Effect.
• Communication Effect.
Sales volume and communication effects can be used to measure advertisement effectiveness.
Although sales volume is affected by various factors which are not directly relevant to
advertisement, including but not limited to pricing, packaging, and distribution quality, it is still
considered as a suitable criterion for measuring advertisement effectiveness. Since
communication effects are measurable, they can also be used as a benchmark for measuring
advertisement effectiveness. Advertisement effectiveness have become a significant issue for
many organizations as a result of limited monetary resources for advertisements, inconsistencies
between customers’ attitudes and their expectations, and highly competitive markets.
Reporting advertising expenses in financial reports as soon as they occur might be negatively
perceived by companies’ stakeholders. This is due to the fact that advertisement expenses may
not lead to profits in short-term and they might affect the firm’s profitability in future periods;
therefore there is a high probability that profits due to advertising may not be reflected in the
same financial reports as the ones which contain the advertisement expenses. In other words,
when analysing the financial reports, stakeholders are not usually able to compare the costs and
benefits of advertisements. This indicates that measuring advertisement effectiveness is not an
easy task and requires various skills which may not be available to all stakeholders.
31. 31
2.4 Measuring Advertisement Effectiveness
Many scholars have studied advertisement effectiveness and different techniques which can be
used for measuring advertisement effectiveness (e.g., Batra et al., 1995; Beerli and Santana,
1999; Danaher and Dagger, 2013; Gong and Maddox, Neal and Bathe, 1997). According to Neal
and Bathe (1997), advertisement effectiveness can be judged either by examining whether the
advertisement have led to an increase in the number of consumers who would consider the
product/service or by investigating whether the promotional campaign improved the value of the
product/service in the consumers’ collective mind, thus increasing the number of customers who
would choose the product/service. Neal and Bathe (1997) introduced the brand value model and
the brand value equation in order to demonstrate how product/service attributes, brand equity,
and price drive share of choice.
33. 33
20.23
33.24
22.71
16.07
7.75
Always
Most often
Sometimes
Less often
Never
01. Preference watching Advertisement: -
NO OF RESPONDENT PERCENTAGE (%)
Always 73 20.23
Most often 82 22.71
Sometimes 120 33.24
Less Often 28 07.75
Never 58 16.07
TOTAL 361 100%
(Source: Survey)
Graph no: - 01
Preference watching Advertisement
Interpretation and analysis: - As stated above in graph says that 43% people like to see
the ads regularly where as 41% watches rarely and 16% of them does not prefer to watch the
advertisement.
34. 34
02.Frequently TV ads are preferred: -
NO OF RESPONDENT PERCENTAGE (%)
Always 58 16.07
Most often 98 27.14
Sometimes 148 41.00
Less Often 27 07.48
Never 30 08.31
TOTAL 361 100%
(Source: Survey)
Graph no: - 02
Frequently TV ads are preferred
Interpretation and analysis: -The graph says 84% of the people frequently watch the TV
ads whereas 07.48% sees less often and 08.31% does not watch the TV ads.
16.07
27.14
41
7.48
8.31
Always
Most often
sometimes
less often
never
35. 35
03.Advertisement watching helps : -
NO OF RESPONDENT PERCENTAGE (%)
Choose the product 52 14.40
Suggest the product 83 23.00
Know the Product 187 51.80
For passing time 37 10.25
Others 02 0.55
TOTAL 361 100%
(Source: Survey)
Graph no: - 03
Advertisement watching helps
Interpretation and analysis: - The preferences and purpose for seeing the ads of customer
was founded that 51.80% of them watches to know certain products and services where as
37.40% of them sees the ads to choose or suggest the products.
14%
23%
52%
10% 1%
Choose the product Suggest the product Know the Product For passing time Others
36. 36
04.Advertisement helps to take Product and services: -
NO OF RESPONDENT PERCENTAGE (%)
Always 170 47.09
Most often 132 36.57
Sometimes 38 10.53
Less Often 19 05.26
Never 02 0.55
TOTAL 361 100%
(Source: Survey)
Graph no: - 04
Advertisement helps to take Product and services
Interpretation and analysis: -After watching ads 170 respondent i.e. 47.09% of them
takes the products & services where as 47% are in dilemma whether the products and services
should be acquired only after the watch of advertisement.
Always Most often Sometimes Less often Never
47.09
36.57
10.53
5.26
0.55
37. 37
05.Advertisement helps to take decision for Product and services: -
NO OF RESPONDENT PERCENTAGE (%)
Immediately -- 00.00
With In a day 19 05.26
With In a Week 37 10.25
With In a Month 98 27.15
Some Time later 191 52.91
Never 16 04.43
TOTAL 361 100%
(Source: Survey)
Graph no: - 05
Advertisement helps to take decision for Product and services
Interpretation and analysis: -The analysis completely says that the customer don’t go for
immediate purchase and take times may be a week a month or more than that i.e. 91.5 %.
Immediately With In a day With In a
Week
With In a
month
Some time
later
Never
0
5.26
10.25
27.15
52.91
4.43
38. 38
06.Advertisements remembered at a time: -
NO OF RESPONDENT PERCENTAGE (%)
Less than 2 -- 00.00
3 – 4 07 01.94
5 – 6 38 10.53
6 – 7 78 21.61
More than 7 238 65.92
TOTAL 361 100%
(Source: Survey)
Graph no: - 06
Advertisements remembered at a time
Interpretation and analysis: -Most of the customers remembers more than 5 and above
ads that can be concluded more than 98.50% of them.
0 1.94
10.53
21.61
65.92
Less than 2
03 to 04
05 to 06
06 to 07
More than 07
39. 39
07. Advertisement attracts the customers psychology with different
factors: -
NO OF RESPONDENT PERCENTAGE (%)
Information 105 29.09
Humour/Fun 80 22.17
Love/Affection 23 06.37
Patriotism 19 05.26
Achievements 19 05.26
Colour 72 19.94
Can’t decide 43 11.91
TOTAL 361 100%
(Source: Survey)
Graph no: - 07
Advertisement attracts the customers psychology with different factors
Interpretation and analysis: - Customer prefer ads which are a combo of information,
Fun, Colour and Affection /Love mostly where as in the four factors the most likelihood factor is
ads with information and features of products and services are preferred most i.e. 29.09%.
Information, 29.09
Humour/Fun, 22.17
Colour, 19.94
Can't decide, 11.91
Love/Affection, 6.37
Patriotism, 5.26
Achievements, 5.26
40. 40
08. Watching advertisements : -
NO OF RESPONDENT PERCENTAGE (%)
Curious 67 18.56
Attractive 69 19.11
Happy 33 09.14
Sad 03 0.83
Knowledgably 113 31.30
Self-boosting 57 15.80
Self-depriving 19 5.26
TOTAL 361 100%
(Source: Survey)
Graph no: - 08
Watching advertisements
Interpretation and analysis: -Watching ads are mostly predict as a tool of knowledge of
products and services i.e. 31.30% following factors like Attractive and Curiosity (i.e. 19.11 and
18.56% respectively) because of theme, story, brand face and etc.
Curious, 67 Attractive , 69
Happy , 33
Sad, 3
Knowledgably, 113
Self-boosting, 57
Self-depriving, 19
41. 41
09.Customers like watching ads when they are well structured and have
good content: -
NO OF RESPONDENT PERCENTAGE (%)
Themes 59 16.34
Stories 62 17.17
Appeals 11 03.05
Messages 79 21.89
Actor/ess 27 07.48
Tunes 107 29.64
Or any other 16 04.43
TOTAL 361 100%
(Source: Survey)
Graph no: - 09
Customers like watching ads when they are well structured and have good content
Interpretation and analysis: -The analysis been done says that customers like ads when
they have a attractive tunes at the coverage of starting 5sec with a whole advertisement ending
up a good message and usage of the certain products and services to consumers.
Tunes, 29.64
Messages, 21.89
Stories, 17.17
Themes, 16.34
Actor/ess, 7.48
Any other, 4.43
Appeals, 3.05
Tunes
Messages
Stories
Themes
Actor/ess
Any other
Appeals
42. 42
10.Ads helped in learning and changing idea and Perspective about
products & services of Axis bank through use of Advertising: -
NO OF RESPONDENT PERCENTAGE (%)
Always 168 46.54
Very often 102 28.25
Sometimes 73 20.22
Less Often 18 04.99
Never -- 00.00
TOTAL 361 100%
(Source: Survey)
Graph no: - 10
Ads helped in learning and changing idea and Perspective about
products & services of Axis bank through use of Advertising
Interpretation and analysis: -During the ads shown to the customers while PI they have
visualized the ads beforehand and which lead to a percentage of 75% of the customers think that
it had made impact towards the positive outcome of Axis products and services.
Always
47%
Very often
28%
Sometimes
20%
Less often
5%
Never
0%
43. 43
11.Advertisements of Axis Bank played a major role in deciding the
products and services of Axis Bank : -
NO OF RESPONDENT PERCENTAGE (%)
Always 58 16.07
Very often 54 14.96
Sometimes 115 31.86
Less Often 61 16.89
Never 73 20.22
TOTAL 361 100%
(Source: Survey)
Graph no: - 11
Advertisements Of Axis Bank Played A Major Role In Deciding The Products And
Services Of Axis Bank
Interpretation and analysis: -A total of 31% consumers thinks that Advertisement of Axis
bank had played a major role in deciding the products and services while 32% of them thinks
sometimes for a new service or product that is applicable and from whole 20.22% thinks that
there is no such thing.
Always
16%
Very often
15%
Sometimes
32%
Less often
17%
Never
20%
Always Very often Sometimes Less often Never
44. 44
12.Present Net Banking-TV advertisements of Axis Bank: -
NO OF RESPONDENT PERCENTAGE (%)
Interesting 40 11.08
Colourful 48 13.30
Attractive 53 14.68
Funny 25 06.93
Moralistic 66 18.28
Unrealistic -- --
Informative 87 24.10
Creative 40 11.08
Realistic -- --
Can’t stay 02 0.55
TOTAL 361 100%
(Source: Survey)
Graph no: - 12
Present Net Banking-TV advertisements of Axis Bank
Interpretation and analysis: -The analysis studies that 70.50% of the whole population of
sample size says that the ads are of information and features of Axis Banking. And which comes
with a good colourful attractive moralistic message, apart this 22.16% of them thinks they are
creative and interesting to watch.
Can't say, 0.55
Funny, 6.93
Interesting, 11.08
Creative, 11.08
Colourful, 13.3
Attractive, 14.68
Moralistic, 18.28
Informative, 24.1
0 5 10 15 20 25 30
45. 45
13.Axis Net banking Advertisements have gave a positive Outcome to the
Products and services of Axis Bank: -
NO OF RESPONDENT PERCENTAGE (%)
To Full Extent 58 16.07
Large Extent 148 41.00
To Some Extent 98 27.14
To a least extent 27 07.48
Not at all 30 08.31
TOTAL 361 100%
(Source: Survey)
Graph no: - 13
Interpretation and analysis: - 57% of the total population says that Axis banks
advertisement have gave a positive outcome to the banks services and products and 34.50%
thinks it can be a factor till some extent and 8.50% thinks that there was no any correspondence
between advertisement and banking services and products.
To Full Extent
16%
Large Extent
41%
To Some Extent
27%
To a Least Extent
8%
Not at all
8%
46. 46
14. Net Banking ads of Axis bank played a major for making it the India's
largest Net banking users: -
NO OF RESPONDENT PERCENTAGE (%)
To Full Extent 67 18.56
Large Extent 168 46.54
To Some Extent 59 16.34
To a least extent 48 13.30
Not at all 19 05.26
TOTAL 361 100%
(Source: Survey)
Graph no: - 14
Net Banking ads of Axis bank played a major for making it the India's largest Net banking
users
Interpretation and analysis: -The theme and moral behind the Net banking ads of Axis
bank had gave up a positive response which is up to 66% agrees that there was a positive role in
residing the consumers of net banking ads where as 29% of them thinks that it can be a factor till
some extent and 5% thinks that there was no any correspondence between advertisement and Net
banking customers.
To Full Extent
19%
Large Extent
47%
Small Extent
16%
Least Extent
13%
Not at all
47. 47
15.Present day’s ads standard of Axis Net Banking Advertisement: -
NO OF RESPONDENT PERCENTAGE (%)
Highly Appreciable 58 16.07
Somewhat Appreciable 98 27.14
Just Appreciable 148 41.00
Un Appreciable 27 07.48
Highly Un Appreciable 30 08.31
TOTAL 361 100%
(Source: Survey)
Graph no: -15
Present day’s ads standard of Axis Net Banking Advertisement
Interpretation and analysis: - 43% consumers of net banking ads are highly satisfied with
the present standards and presentation of net banking ads where as 41% still finds complexion in
understanding the whole concept and 16% are unsatisfied with the Net banking ads.
Higly Appreciable
16%
Somewhat
appreciable
27%
Just Appreciable
41%
Un Appreciable
8%
Highly Un Appreciable
8%
Higly Appreciable Somewhat appreciable Just Appreciable
Un Appreciable Highly Un Appreciable
48. 48
16. After watching the Net Banking Ads of Axis Bank been shown in the Interview below
factors influenced, Please tick as below: -
PARAMETERS NO OF RESPONDENT PERCENTAGE (%)
What do you think about the ads been share:
Themeful 41 11.35
Informative 155 42.94
Colourful 30 8.31
Understanding --
Enjoyable 10 2.77
Knowledgeable 125 34.63
Moralistic --
Good Jingle --
Funny --
TOTAL 361 100%
(Source: Survey)
Graph no: -15
After watching the Net Banking Ads of Axis Bank been shown in the Interview below
factors influenced, Please tick as below
0 10 20 30 40 50
Informative
Knowledgeable
Themeful
Colourful
Enjoyable
42.94
34.63
11.35
8.31
2.77
49. 49
Interpretation and analysis: - During the survey been conducted the factors
which influence the consumers are mostly divided among two i.e. Informative and
knowledgeable 42.94% and 34.63% respectively which says 77.57% of total and
some other factors been considered are Themeful 11.35%, Colourful 8.31%, and
Enjoyable 2.77%.
51. 51
FINDINGS:-
43% people like to see the ads regularly where as 41% watches rarely and 16% of them
does not prefer to watch the advertisement.
Purpose for seeing the ads of customer was founded that 51.80% of them watches to
know certain products and services where as 37.40% of them sees the ads to choose or
suggest the products.
Of the total population studied 91.5% customer don’t go for immediate purchase and take
times may be a week a month or more than that after watching the advertisement.
Customer prefer ads which are combo of information, Fun, Color and Affection /Love
mostly where as in the four factors the most likelihood factor is ads with information and
features of products and services are preferred most i.e. 29.09%.
total of 31% consumers thinks that Advertisement of Axis bank had played a major role
in deciding the products and services while 32% of them thinks sometimes for a new
service or product that is applicable and from whole 20.22% thinks that there is no such
thing.
75% of the customers think that Axis advertisement such as Net banking ads and
Business banking solutions ads has made impact towards the positive outcome of Axis
products and services.
70.50% of the whole population of sample size says that the ads are of information and
features of Axis Banking. And which comes with a good colourful attractive moralistic
message, apart this 22.16% of them thinks they are creative and interesting to watch.
The theme and moral behind the Net banking ads of Axis bank had gave up a positive
response which is up to 66% agrees that there was a positive role in residing the
consumers of net banking ads where as 29% of them thinks that it can be a factor till
some extent and 5% thinks that there was no any correspondence between advertisement
and Net banking customers.
53. 53
CONCLUSIONS
In order to have an effective customer-oriented brand advertising strategy, companies
should offer high quality products/services, should try to augment customer value added
(CVA), and should focus on offering unique and innovative products/services.
Managers should always be aware of the technological advances and changes in
consumers’ preferences when designing their brand advertising strategies, because these
two factors can significantly affect the firms’ market share, product/service uniqueness,
and competitiveness which in turn affect brand advertising success and effectiveness.
Establishing appropriate relationships with customers and other stakeholders in order to
understand their needs and demands is an important step toward improving the chances
of brand advertising success and effectiveness. These relationships will also help the
organizations to create their advertisement campaigns according to the characteristics of
their target customers which will contribute to the effectiveness of their brand
advertisements.
Supporting the innovative and creative ideas for brand advertising and allocating
financial and non-financial resources to pursue these ideas will be beneficial for the
company in the long-term and will help the firm to reduce its costs, increase the revenues,
and most importantly enhance the effectiveness of the promotional campaigns.
55. 55
SUGGESTIONS:-
The no of ads shown compared to other competitor’s ads are very less which can be
impacted on the Net banking customers.
In the finding which says that only 8.5% of customers go for the purchasing or taking the
products and services immediately after the watch of ads can be increased if the actual
customer satisfaction cases to be decided in the Advertisement.
Continuous ads shown can be a brainstorming to attract the customers and make the
existing users to switch from manual banking to net banking.
The rural market which is the most untapped market found hard to understand the
concept behind the Net Banking ads which affects the traffic of rural market.
Designing the theme by keeping rural market into consideration can lead the sales of Axis
product and services.
The Axis bank should go for a campaign of ads Content which will be focusing on the
Technical problem recovery done for consumers within sometime and the customer
delightness which will give a trust to the population to go for Axis Product and services.
57. 57
LEARNING OBJECTIVE :-
“Marketing takes a day to learn. Unfortunately it takes a lifetime to master” by –
Philip Kotler.
Before leaving from Axis Bank, I believed that I will become a good marketer because I
know about many concepts which i learned from my classrooms. But from the beginning
of second week itself of SIP, I understood, Marketing is not about concepts it’s all about
the experience
During my Internship and Interview with the clients I learned a great deal about the
Impact of Advertising on the sales of Product and Services of a company. The results
revealed that advertising media selection has the strongest relationship with brand
advertising success and effectiveness and can be considered as the most important factor
affecting advertising effectiveness. I also gained a fair knowledge of how the media and
the perception of the consumers towards the advertising is and changes accordingly on
some extraneous factors.
My major learning was constant interaction with different people during the internship
and while the period of survey I also had the opportunity to test perceptions about how a
consumer thinks about a TV ad and in what way the perceptions kept changing and the
factors essential to design a ad with considering no of views.
61. 61
ANNEXURE
Questionnaire for Evaluation of advertising effectiveness of Axis bank.
Date _______________
Dear Sir / Madam,
This survey is part of Summer Internship Project done at Shirdi Axis Bank. The
information given will be kept confidential and will not be used for any purpose other than
academics.
All you have to do is tick mark the response which in your view is the most appropriate. Please
reach each statement carefully and give your responses. There is no right or no wrong answers in
this Questionnaire.
Your contribution will shape the outcome of this Dissertation work, therefore please respond to
all the statements posed to you.
The success of this research endeavour depends entirely on your kind cooperation.
Thank you for your kind cooperation.
Sincerely yours,
Porwal Shashank
62. 62
1) Do you like to watch advertisement?
Always
Most often
Sometimes
Less often
Never
2) How frequently does you watch TV ads?
Always
Most often
Often
Less often
Never
3) You see the ads mainly to?
To choose the product
To suggest the product
To know the product
Just for time pass
Others specify
4) Have you ever took any certain services or product after you see the ads?
Always
Most Often
Often
Less Often
Never
63. 63
5) How soon do you take any certain services or product after seeing the ads?
Immediately
With In A Day
With In A Week
With In A Month
Some Time Later
Never
6) How many advertisements you can remember at a time?
Less than 2
3 - 4
5 - 6
6 - 7
More than 7
7) When do you like to watch the advertisements? When they have?
Information
Humor/Fun
Love/Affection
Patriotism
Achievements
Color
Can't decide
64. 64
8) How do you find watching the advertisements?
Curious
Attractive
Happy
Sad
Knowledgeable
Self-boosting
Self-depriving
9) Do you think customers like the ads when they have well structured?
Themes
Stories
Appeals
Messages
Actors/ess
Tunes
Or Any other
10) Does Ads help learning and changing any idea or Perspective about
products & services of Axis bank through the use of Advertising?
Always
Very often
Sometimes
Less often
Never
65. 65
11) Do you think the advertisements of Axis Bank played a major role in
deciding the products and services of Axis Bank?
Always
Very often
Sometimes
Less often
Never
12) What do you think about Net Banking TV advertisements of Axis Bank?
Interesting
Colorful
Attractive
Funny
Moralistic
Unrealistic
Informative
Creative
Realistic
Can’t say
13) Do you think Axis Advertisements have gave a positive Outcome to the
Products and services of Axis Bank?
To Full Extent
Large Extent
To Some Extent
To A Least Extent
Not At All
66. 66
14) How efficient was the role of Net Banking ads of axis bank for making it
the India's largest Net banking users?
To Full Extent
Large Extent
To Some Extent
To A Least Extent
Not At All
15) What do you think of the Axis Net Banking Advertisement standards of
present day’s ads?
Highly Appreciable
Somewhat Appreciable
Just Appreciable
Un Appreciable
Highly Un- Appreciable
16) After watching the Net Banking Adsof Axis Bank been shown while Interview which
below factors influenced please tick as below
Q) What Do You Think About The Ads Been Shown :-
Themeful
Informative
Colorful
Understanding
Enjoyable
Knowledgeable
Moralistic
Good Jingle
Funny
![2
INTRODUCTION OF THE PROJECT:
The Savitribai Phule University of Pune had given the Subject of Summer Internship Project
for Master of Business Administration [M.B.A.] Semester 3rd
Our Project Report subject is
practical training for project work in Axis Bank Ltd.
Location:
Axis Bank Shirdi Branch nearby Bhakti Niwas Nagar- Manmad Road.
Duration:
Duration of the project is 2 Months.
Project title:
“A Study on Evaluation of Advertising Effectiveness of Axis Bank”
That's what you need to know about your advertising campaign to decide whether
your ad spend is delivering the results you want. The ad effectiveness solutions helps the
organization alike understand each advertising efficiency on a deeper level. By knowing
where campaign tactics are on point—and where they're falling short—by having
efficiency and measurements of ads the Organization i.e. Axis Bank can better
understand how to optimize your advertising and reach your desired goal.
The Measures of Ad's will help you to understand the total effectiveness of your
advertising: who it's reaching, how it's resonating, and consumer’s reaction—across
screens. These measurements provide you with the opportunity to maximize the
effectiveness of each advertising campaign—while it's still in progress, and understand
your audience’s relationship with your advertising. So the parameter to study the
relationships of its consumers with its TV media tool was been studied out during this
project.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)