A study on advertisers

A STUDY ON ADVERTISERS
PROJECT REPORT
SUBMITTED IN FULFILLMENT OF THE REQUIREMENTS FOR THE
AWARD OF
THE INTERNATIONAL EXECUTIVE MBA IN PROJECT MANAGEMENT
By
Segu Riyasudeen S
ULSU/MBA/I/JUL12/11911
Under The Guidence of
JARO EDUCATION MUMBAI BATCH JULY 2012

DECLARATION
I , Mr. Segu Riyasudeen S hereby declare that this Project Report titled“A STUDY ON
ADVERTISERS” submitted in partial fulfillment of the requirement for the
“International Executive MBA in Project Management “ is my original work and it has
not formed the basis for the award of any other degree .
Sudhir Bhilare
Place :Mumbai
Date:01-05-2013
ABSTRACT

The project report titled “A STUDY ON ADVERTISERS’ PERCEPTION
ABOUT INDULGE (A WEEKLY SUPPLEMENT)”along with “THE NEW
INDIAN EXPRESS .” This research is done in order to study the brand image created
by indulge, a weekly supplement along with The New Indian Express. In this project
report the introduction covers tells about the advertisers’ perception. The need of the
study and scope for the study.
The study was done by personal interview and questionnaire method with a
sample of 30 advertising clients of The New Indian Express. The population is chosen
on volume of advertisement basis. The total volume of advertisements for four month
period is 10287 column centimeter.
INDULGE is a fully passionate lifestyle supplement for the Chennai market.
The finding of the study reveals that advertisers perceive the product as an attracting
product that depicts the new trend wave of Chennai market. There are few limitations
in the study. The suggestion given to the company is to increase the circulation of the
product.

TABLE OF CONTENTS
S.NO. TITLE PAGE NO
ABSTRACT 1
LIST OF TABLES
LIST OF FIGURES
1 INTRODUCTION
1.1 OUT LINE OF THE PROJECT 2
1.2 NEED OF THE STUDY 4
1.3 SCOPE OF THE STUDY 5
1.4 OBJECTIVE OF THE STUDY 6
1.5 RESEARCH METHODOLOGY 7
1.5.1 RESEARCH DESIGN 7
1.5.2 DATA COLLECTION METHODS 8
1.5.3 RESEARCH INSTRUMENTS 9
1.5.4 SAMPLING 9
1.5.5 STATISTICAL TOOLS 10
1.6 LIMITATION OF THE STUDY 13
1.7 CHAPTERIZATION 14
1.8 LITERATURE REVIEW 15
1.8.1 COMPANY PROFILE 20
1.8.2 PRODUCT PROFILE 34
2. DATA ANALYSIS AND
INTERPRETATION
2.1 PERCENTAGE ANALYSIS 42
2.1 GRAPHICAL ANALYSIS 42
2.2 STATISTICAL ANALYSIS 76
2.2.1 WEIGHTED AVERAGE 76
2.2.2 CHI-SQUARE 79
3. SUMMARY AND CONCLUSION
3.1 FINDINGS 82
3.2 SUGGESTIONS 87
3.3 CONCLUSIONS 88
APPENDIX 89
REFERENCES 94

CHAPTER – I:INTRODUCTION:
1.1.INTRODUCTION
PERCEPTION
Perception is our sensory experience of the world around us and involves both the
recognition of environmental stimuli and actions in response to these stimuli. Through
the perceptual process, we gain information about properties and elements of the
environment that are critical to our survival. Perception not only creates our experience of
the world around us; it allows us to act within our environment
Perception is the process by which organisms interpret and organize sensation to
produce a meaningful experience of the world. Sensation usually refers to the immediate,
relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose,
tongue, or skin. Perception, on the other hand, better describes one's ultimate experience
of the world and typically involves further processing of sensory input. In practice,
sensation and perception are virtually impossible to separate, because they are part of one
continuous process.
Perception in humans describes the process whereby sensory stimulation is translated
into organized experience
The perceptual process is a sequence of steps that begins with the environment and leads
to our perception of a stimulus and an action in response to the stimulus.

History of Advertising
Advertising as a discrete form is generally agreed to have begun with newspapers,
in the seventeenth century, which included line or classified advertising. Simple
descriptions, plus prices, of products served their purpose until the late nineteenth
century, when technological advances meant that illustrations could be added to
advertising, and color was also an option.
An early advertising success story is that of Pears Soap. Thomas Barratt married
into the famous soap making family and realized that they needed to be more aggressive
about pushing their products if they were to survive. He launched the series of ads
featuring cherubic children which firmly welded the brand to the values it still holds
today. he took images considered as "fine art" and used them to connote his brand's
quality, purity (i.e. untainted by commercialism) and simplicity (cherubic children). He is
often referred to as the father of modern advertising.
World War I saw some important advances in advertising as governments on all
sides used ads as propaganda. The British used advertising as propaganda to convince its
own citizens to fight, and also to persuade the Americans to join. No less a political
commentator than Hitler concluded that Germany lost the war because it lost the
propaganda battle: he did not make the same mistake when it was his turn. One of the
other consequences of World War I was the increased mechanization of industry - and
hence increased costs which had to be paid for somehow: hence the desire to create need
in the consumer which begins to dominate advertising from the 1920s onward.
ADVERTISERS’ PERCEPTION
Advertiser Perceptions provides media company executives with essential insight
necessary for increasing ad sales, market share and competitive advantage.

DEFINITION - ADVERTISING
Advertising is
• paid for
• a way of promoting products, services or information
• a form of communication (between manufacturer and consumer)
• a physical commodity
• an integral part of pop culture
• an important economic force
• a part of our urban landscape
Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of a particular brand of product or
service. Modern advertising developed with the rise of mass production in the late 19th
and early 20th centuries

1.2.Need of the study:
 News paper industry get major part of their revenue through advertising
 This study is about advertisers’ perception on advertising in INDULGE.
 These studies to know the impact of indulge advertising and the brand image
created by the INDULGE among advertisers
 Findings of the study helps the new Indian express to know whether they will get
repeated advertising from their existing advertiser client and to know their
satisfaction level.

SCOPE OF THE STUDY
This study undertaken for The New Indian Express aims to study and identify the
potential advertisers.
This has been done by preparing a questionnaire which contains questions put
forth to the respondents which would help is analyzing the willingness level of
advertisers in advertising in INDULGE, a weekly supplement along with The New Indian
Express
This study would help in identifying the reason for advertisers advertising in
INDULGE, a weekly supplement along with The New Indian Express. . All this would
help in giving suggestion to The New Indian Express in improving INDULGE thereby
satisfying their corporate and retail clients

1.4 Objective of the study:
• To study the brand image created by THE NEW INDIAN EXPRESS
among advertisers.
• To find out the reason for choosing Indulge of THE NEW INDIAN
EXPRESS
• To study on advertiser’s perception about indulge (a weekly supplement)
along with to THE NEW INDIAN EXPRESS.

1.5 RESEARCH METHODOLOGY:
INTRODUCTION:
Research methodology is a way to systematically solve the research problem is
to how research is done scientifically. It consists of the different steps that are
generally adopted by the researcher to the study his research problem along with logic
behind them. It is necessary to the researcher to develop certain tests.
1.5.1 RESEARCH DESIGN:
Research design is a plan to answer whom, when, where, and how the subject
under investigation conceived so as to obtain answers to research questions. The type
of research design involved in this study is descriptive research studies.
DESCRIPTIVE RESEARCH STUDIES:
Descriptive research studies are those studies, which are concerned with
describing the characteristics of a particular individual, or of a group, where as diagnostic
research study determine the frequency with which something occurs or its association
with something else. The studies concerning whether certain variables are associated are
example of diagnostic research studies. As against this, study concerned individual,
group or situation are all example of descriptive research studies. Most of the social
research studies come under this category from the point of view of the research design.

1.5.2 DATA COLLECTION METHOD:
The required data was collected by both the primary and secondary sources.
The data objective are describe from the research objectives and their
determination rests mainly on the research to translate what the decision marker wants
into specific descriptive of the needed data.
Primary:
 The primary data was collected from the, THE NEW INDIAN EXPRESS
(MADURAI) LTD., users at Chennai. The Respondents were met personally at
their establishments and questionnaire has been given to them and answered
questionnaires were collected back.
 Primary data is the data gathered for the first time by the researcher by using
questionnaire.
Secondary data:
 Secondary data, on the other hand, is those which have already been collected by
someone else and which already been passed through the statistical process.
 Secondary data pertaining to this study was obtained from company documents,
broachers, departmental information’s websites etc.
1.5.3 RESEARCH INSTRUMENTS:

Instrument : Questionnaires (personal administered)
Instrument Design : Both open end enclose ended
Question and used in questionnaires.
Questionnaire Design
A well structured questionnaire was used for this study. The types of
questions used in the questionnaire were open-ended, multiple-choice and
Dichotomous questions.
1. Open-end questions are questions, which are entitled to give a free
response to their choice.
2. Multiple-choice questions are question, which contain a list of answer
and permit the subject to select the best answer.
1.5.4 SAMPLING:
Sampling is the process of selecting a sufficient number of elements from the
population, so that a study of sample and an understanding of its properties or
characteristics would make it possible for us to generalize such properties or
characteristics to the population elements.
SAMPLEING PLAN:
 Sampling technique : Cluster sample
 Sample size : Sample size chosen here for this study
was 30 as suggested by the company
 Sample unit : Advertisers in Chennai market

 Time Dimension :period on 26th
June 09 to 31st
July09
SAMPLE DESIGN:
A Sample design is a definite plan for obtaining a sample from given population.
It refers to the technique or the procedure the researcher would adopt in selection items
for the sample. Sample may as well lay down the number of items to be included in the
sample namely, the size of the sample.
Probability sampling:
Make a specific mention of it in the thesis. So that the conclusions would be
evaluated accordingly. probability sampling refers to the sampling process in which the
samples are selected for a specific purpose with a pre-determined basis of selection. This
type of samples is also required at times when random selection may not be possible.
Therefore the reliability of conclusions based on this type of sampling is less. Whenever
a researcher uses this type of sampling.
Cluster Sampling:
Cluster sampling method suggests, the samples are selected at different stages. In
this method, the population is first divided into different stages. Then from the first
stage, a few items are selected at random based on a specific feature or characteristic.
From these in the second stage, a few elements are selected at random possessing, he
characteristic. From which in the third stage a few are selected at random satisfying the
characteristic and so on to finally make the necessary selection of samples. All the
samples selected at random at different stages will posses the common characteristic or
will be homogeneous on some basis.
Cluster sampling involves arranging elementary items in a population into
heterogeneous subgroups that are representative of the overall population. One such
group constitutes a sample for study.

SAMPLING SIZE:
The total numbers of respondents are termed as sample size. The sample
size for this analysis is 30 respondents.
SAMPLING UNIT:
Sampling unit is that of “who is to be surveyed”. The survey is on advertisers
of THE NEW INDIAN EXPRESS (MADURAI) LTD.
PERIOD OF STUDY:
The research is carried out for one month (26-01-13 to 31-02-13).
1.5.5 SATISTICAL TOOLS:
The collected data has been subjected to analyses by unit’s appropriate
tools, percentage, chi – square.
The information gathered analyzed by using the following appropriate tool
such as:
 Percentage Analysis
 Chi – Square test
Percentage Analysis:
Percentage refers to a special kind of ratio. It is used to make comparison
between two or more series of data. They can be used to compare the relative

items, the distribution of two or more series of data since the percentage reduce
everything as common base and allow the meaningful comparisons to be made.
Percentage refers to the special kind of ratio percentage are used in
making comparison between two or more series of data. Percentages are used to
describe relationship.
FORMULA:
No. of respondents
Percentage (%) = _________________________ X 100
Total respondents
Bar chart and Pie charts are used to explain the tabulation clearly.
Chi – Square test:
This test is one of the simplest and most widely used non – parametric in
Statistical work, when certain observed values of the variable are to be compared
with the expected value.
The chi – square is computed on the basis of frequencies in a sample and
thus the value of chi – square. So, obtained in a statistic chi – square is not a
parameter as its value is not derived from the observations in population, Hence
chi – square test is a non – parametric test. Chi – Square test is not concerned with
any population distribution and its observation.
The chi – square test was first used in testing statistical hypothesis by karl
person in the year. 1900 it is defined as,
n (Oi – Ei) 2
Chi – Square = Σ -------------

i =1 Ei
Where,
Oi = Observed frequency of ith event
Ei = Expected frequency of ith event
CHAPTER 2: PROFILES
2.1 INDUSTRY PROFILE
News paper market
Survey results find that traditional journalistic values remain important at market-
oriented newspapers, though senior editors tend to report more interaction with
departments outside the newsroom - including the advertising department.
In a market-oriented business, the customer is unquestionably king. The
successful market-oriented firm identifies a potential market opportunity, selects a group
of customers that it wants to serve and develops a strategy for efficiently meeting the
wants and needs of those customers. The central business assumption is that long-run
success depends on a strong, organization-wide focus on customer wants and needs.1
During the last decade, as the business environment has become more
challenging for daily newspapers,2 many of them have adopted a stronger market
orientation. They have concentrated both on learning what their two customer groups -
advertisers and readers - say they want and need from a newspaper, and on finding ways
to meet those wants and needs. In newsrooms, this has brought changes to the news-
making process.

Rather than relying strictly on journalists' expert judgment to decide what to
publish in the newspaper, newsroom managers have encouraged reporters and editors to
pay more attention to perceived reader interests. They also have asked reporters and
editors to shape content to more closely conform to those reader interests.3 This practice
has drawn praise and criticism. Supporters have argued that it will help save daily
newspapers from irrelevance and, perhaps, extinction.4 Critics have disparaged it. 5 They
have charged that market-oriented news organizations:
De-emphasize serious content in favor of frivolous, entertaining information.
Undermine the ethical fire wall between an organization's news and business operations.
Fail to live up to social obligations to disseminate the kind of public-affairs information
essential to a democracy.
This article examines those assertions as it explores what it means for a news
organization to be market oriented by asking these questions:
The answers to these questions are based on a 1996 national survey of 406 senior
editors at 182 general-circulation U.S. daily newspapers. This survey differs from earlier
quantitative research on market-oriented journalism in that the sample is larger and the
questionnaire more comprehensive than most other studies of this subject. In addition, the
national sample allows the findings to be generalized to all U.S. general-circulation
dailies, whereas much of the earlier research has had a statewide or regional focus. The
findings reported here should convey a fuller sense than previously published work of
what it means to be a market-oriented daily newspaper in the mid-1990s
Advertisers' Media Selection in Small Newspaper Markets.
As the market becomes continually more competitive for advertising dollars,
newspapers need to develop more sophisticated sales strategies.
(1) Yet, due to personnel limitations and other economic considerations, smaller
newspapers may find compiling data and developing sales strategies to be daunting tasks.

Some relief is granted by the typical advertisers in small communities -- local merchants.
They may not demand data that is as sophisticated as that required in larger markets
because the vast majority of advertisers in smaller markets are not very knowledgeable
about market conditions.
(2) This does not absolve newspaper sales personnel from knowing their
advertisers. In writing about the relationship between national advertisers and a sample
comprised mostly of larger dailies, Daniel Stout concluded that when a salesperson
comes to understand the factors that influence the advertiser, "the skills of that person are
enhanced."
(3) The same could be said about the relation ship between advertising
representatives at smaller newspapers and their clients. Even in those markets, as
salespeople develop better skills, they may increase the ad revenues that will help fund an
improved news product.
Newspapers in Chennai
There are a number of newspapers that are published from Chennai city. Some of the
widely read newspapers in Chennai are:
• The Hindu: The Hindu is one of the premier English dailies not only in Chennai
but also in India. The newspaper was founded in the year 1878 and was published
on a weekly basis. However, the newspaper was made a daily in the year 1889.
The English daily employs the advanced technology for page designing and
printing. The paper is rated among the 10 best papers of the world.
• The New Indian Express: This is another English daily published from Chennai.
The newspaper was established in the year 1932. The newspaper is published
from Karnataka, Kerala, Coimbatore, Kochi, Hyderabad, Bangalore and Andhra
Pradesh.
• The Deccan Chronicle: The Deccan Chronicle is the fourth largest English
language daily in India. The daily is published from Tamil Nadu and Andhra
Pradesh. The cartoon strips featuring on the cover page and inside pages of the
newspaper are its main characteristic. It is the largest circulated daily in
Hyderabad.
Some of the regional newspapers published in Chennai are Dinamalar, Thanthi,
Dinakaran, Ananda Vikatan, Dinamani, Viduthalai.
Role of Indian Newspaper

Newspapers and newspaper advertising has been the most
important tool in shaping the growth and development of any society in the modern
world. More than anything, they have been very instrumental in bridging the
communication gap between people that contributes to the air of awareness in a society.
Since the very first day that the oldest newspaper in the world had made
its appearance, there has been seen progressive changes that have catapulted the Status of
every society to new levels of evolution from time to time. The newspaper industry in
every country stands out as an influential body contributing to the development of the
modern society by acting as one of the most potential platform
for exchange of thoughts and opinions. Moreover, by covering a wide arrange of topics
that are relevant to the daily lives of the people in a society, it promulgates the identity of
the society, and acts as the dispenser of public opinions. One of the most crucial tasks of
the newspaper industry is its contribution towards the economic and industrial
development of a country through
its assimilation of the people’s voice.
The Indian newspaper industry has passed various stages of evolution to
reach the status that it enjoys today – that of a leading press arena in the world. There are
hundreds of newspapers that reach out to the people of this vast country in enormous
numbers every morning. A typical Indian daily newspaper is the staple diet for a typical
Indian, bringing him/her news from all over the globe. Since daily newspapers succeed in
attracting more readerships, an Indian daily newspaper is the order of the morning for
eager news hungry readers across the country. By garnering an increasing number of
subscribers in the form of readers, newspapers clearly
reflect the individuality of a reader and the country as well. The growth in the circulation
of newspapers in the country results in the overall economic prosperity of the country,
elevating it to higher levels. An Indian daily newspaper strikingly plays a significant role
in the structural shaping of the country’s economical development. In fact, the newspaper
industry of any country for that matter spreads knowledge and awareness amongst the
people by propagating itself as a medium for a wide area of topics such as politics, sports,
social issues, medicine, entertainment, advertising and marketing and so on. These
factions gel between each other on paper to rope in prosperity for a country by cashing in
economicprosperity.
Newspaper Industry in India
Newspapers shape the nation and it holds true for India as well. Even
before India got independence, newspapers played a major role in spreading the issue of
independence. Today, India has over 300 big newspapers, besides hundreds of medium
and small-sized ones. And the number is increasing almost everyday as existing
newspapers bring out new editions apart from new players joining the bandwagon. More
recently, Metro International, Sweden is in talks with ABP group to launch their daily
‘Metro’ in India. The negotiations are on and very soon the deal would be done.
Similarly, UK based Associated Newspapers and India Today Group have entered into a

joint venture to launch the ‘Daily Mail’ in India. With such international newspapers
foraying into the Indian market, the future of the newspaper industry at large, looks
promising. Little doubt then that Ifra is set to hold its popular event IfraExpo for the first
time in India.
There was a time when select group of newspapers were ruling a particular region
and they all were self-contained and did not wish to foray into other regions. For
example, Hindustan Times was confined to Delhi region, The Hindu in Chennai region,
while Tribune was dedicated to Ambala (later Chandigarh), Anandabazar Patrika was
confined in West Bengal and Bhaskar in Gujarat and so on.
The Indian Express group launched its Marathi daily ‘Loksatta’ in Bangalore and
Hyderabad. Deccan Chronicle Holdings Ltd launched the Chennai edition of Deccan
Chronicle and they are now planning to bring out a Bangalore edition as well. HT Media
Ltd launched a new edition in Kolkata and lately in Mumbai. They also relaunched HT
Next, targeted at students of age group 12 to 16 years with its new campaign ‘I am next’.
Business newspapers have also branched into new editions in newer
territories. Financial Express, the business daily, launched its Pune edition while Business
Standard launched its Bhubaneshwar edition. Another business newspaper (20 pages
colour and 4 pages black-andwhite) launched was ‘Mint’ from the Hindustan Times
group in Delhi and Mumbai. After these two cities, HT Media plans to launch Mint in
Kolkata and Chandigarh, giving competition to Economic Times from Times of India
group. DNA Money launched its Ahmedabad edition for the Gujarati businessmen and
also a stand-alone Mumbai edition, even though it continues to be available as a
supplement along with the main paper ‘DNA’ in Mumbai. DNA Money is planning to
bring out its Jaipur edition as well. The Times Group has launched a Gujarati language
edition of The EconomicTimes.
It’s really surprising that how fierce competitors join hands to form new strategies
- first it was in collective marketing campaigns and now a joint newspaper as well. As a
new marketing alliance, Business Standard has tied up with Desh Pardes Ni AajKaal, a
Gujarati evening newspaper, for advertising combination. This step has been taken to
grow the circulation of Business Standard in Saurashtra and Kutch regions.
RECENT ISSUES IN NEWSPAPER INDUSTRY

 The print media industry is saying it is not as bullish as it was last year
Hindustan Times and Times of India jointly launched a newspaper ‘Metro Now,’
a morning tabloid targeted at the age group of 18-30 years. Metro Now is published by
Metropolitan Media; a 50:50 joint venture between HT Media and The Times of India
group. Even though the tabloids have not been very successful in the past, specially in
Delhi, but this market is now set to experience world-class changes as three major
tabloids are lined up for Delhi region alone - first it was Metro Now and recently Mid
Day group has relaunched its afternoon tabloid ‘Mid Day Delhi’ on the same content
lines as ‘Mid Day Mumbai.’ Both the newspapers are targeted at the young readers who
are regularly on the move. Besides, the Times of India group is set to launch Bangalore
Mirror, another tabloid for the IT city Bangalore. In terms of adopting new technologies,
the newspapers have realized that customer is the king and amidst so many choices,
readers would go for newspapers that are more reader-specific, content-rich and give
value for money. The blackand- white technology is becoming passé whether it is a
mobile phone or a newspaper. Today, readers prefer all-colour editions and more and
more newspapers have come out with all-colour editions. This has necessitated the
newspaper publishers to opt for CtP technology, which by default has improved the print
quality and reduced the waste percentage. Besides, the newspapers are also going in for
makeover of their publications, in terms of layout, font and sometimes even masthead.
For this, they are spending substantial money and are even taking help of international
designers. The cut-off size 546 mm is preferred over 578 mm, which has resulted in
savings in newsprint cost. The price of the newspapers also dwindled and some
newspapers even went to the extent of offering their newspaper at Re 1 only. The newly
launched Metro Now newspaper is also offered for a cover price of Re 1 only and
provides 40 pages in colour and 8 in black-and-white.
Top newspapers in India are now opting for high-speed web presses like
that of Goss, MAN Roland, Mitsubishi and mailroom systems from Ferag and Muller
Martini. However, the majority of newspapers are continuing their production on
indigenously produced equipment. With this impressive growth in the industry, it is high
time that the highend manufacturers from developed countries may enter into India either
in collaboration with local manufacturers or independently to tap the growing demand.
Infact, a little bird has informed that a leading foreign manufacturer is in talks with a
local web press manufacturer to jointly set up a new manufacturing facility in India. It
would indeed be a major step in this industry and the effect would be for all of us to see.
Quality has become an important factor in the industry and Indian newspapers are
continuously investing in quality control equipments. The demand for automatic
registration control systems has increased to the extent that leading manufacturer QI
 Newsprint prices have increased 50% in the last 6 months
 Indian Newspaper Society has advised its member-publications to reduce their newsprint
consumption by 20%
 To tide over the crisis, INS members are pressing for a 30% increase in government
advertising rates
 Newspapers may see a 10% drop in ad volume

Press Controls is planning to come up with manufacturing activities in India.
2.2 COMPANY PROFILE:
The New Indian Express is a newspaper with its head office based in Chennai in
south India. It was started in 1932 as the Indian Express, under the ownership of
Chennai-based Veradharajulu Naidu. In 1991, following the death of the then owner
Ramnath Goenka, the Goenka's family split the group into two separate companies. The
northern editions, headquartered in Mumbai, retained and renamed Indian Express into
The Indian Express title, while the southern editions became The New Indian Express.
The two newspapers used to share articles till early 2008, but they are now very much
different corporate entities. The newspaper is known for its intrepid and anti-
establishment tone.
Express Network Private Limited was incorporated on 13.8.99 under the Indian
Companies Act, 1956. The company was promoted by The New Indian Express Group.
The objects of the company include, among other things, carrying on the business
of network and software.
Express Network Private Limited and Express Publications (Madurai) Ltd., come
under The New Indian Express Group of Companies. The major organisation in the
Group is Express Publications (Madurai) Limited; it brings out the prestigious English
language newspaper The New Indian Express from 21 centres spread over the four
southern states of Tamil Nadu, Karnataka, Andhra Pradesh, Kerala, and also Orissa.
Express Publications (Madurai) Ltd is also the publisher of two vernacular
newspapers. These are Dinamani in Tamil and Kannada Prabha in Kannada. The Group
also publishes the following magazines: Cinema Express (Tamil), Malayalam Vaarika
(Malayalam) and Tamilan Express (Tamil).
Express Publications (Madurai) Limited , (formerly Indian Express (Madurai)
Limited) was incorporated on 11th April 1959 under the Indian Companies Act, 1956 and

has its Registered Office at Express Garden, 29 Second Main Road, Ambattur Industrial
Estate, Chennai 600 058.
Express (Madurai) Group is an independent Group, Publishing Newspapers and
Periodicals in the States of Tamil Nadu, Andhra Pradesh, Karnataka, Kerala, Orissa and
Union Territories of Pondicherry, Andaman and Nicobar Islands, Enam and Lakshdweep.
The Company's publications include Dailies viz.
• The New Indian Express in English (the southern editions of The Indian Express
renamed as "The New Indian Express", effective from 28-12-98),
• Dinamani in Tamil,
• Kannada Prabha in Kannada.
History
Indian Express was started in 1932 at Chennai by an Ayurvedic doctor and Indian
National Congress member Varadarajulu Naidu, publishing from his “Tamil Nadu” press.
But soon under financial difficulties, he sold it to S Sadanand, founder of the The Free
Press Journal, another English news paper.
In 1933, The Indian Express opened its second office in Madurai and launched the
Tamil edition Dinamani. Sadanand introduced several innovations and reduced the price,
but was later forced to sell part of the stake in form of convertible debentures to Ramnath
Goenka due to financial difficulties. Later, when his The Free Press Journal further went
into financial crunch in 1935, Sadanand lost the ownership of Indian Express after a long
controversial court battle with Goenka, where blows were exchanged between some of
the parties. Finally, a year later, Goenka bought the rest of the 26 per cent stake from
Sadanand, and the paper came under Goenka's control who took the already anti-
establishment tone of the paper to greater heights. Also at that time it had to face stiff
competition from a well established The Hindu and the Mail besides other prominent
newspapers. In late 1930s the circulation was no more than 2000

In 1939 it also bought out Andhra Prabha, another prominent Telugu Daily. Later
it gained the name Three Musketeers for the three dailies. In 1940 the whole premises
were gutted by fire. The Hindu, its rival, helped considerably in re-launching the paper,
by getting it printed temporarily at one of its Swadesimithran’s press and later offering its
recently vacated premises at 2, Mount Road later to become the landmark Express
Estates.
This relocation also helped the Express obtain better high speed printing
machines, while some claimed the Goenka had deliberately set fire to escape financial
embarrassment.
In later years, Goenka started the Mumbai edition with the landmark Express
Towers as his office when the Morning Standard was bought by him in 1944. Two years
later to become it became the Mumbai edition of The Indian Express. Later on, editions
were started in several cities like Madurai (1957), Bangalore (1965) and Ahmedabad
(1968). The Financial Express was launched in 1961 from Mumbai, Kannada Prabha
(Kannada Daily) from Bangalore in 1965 and a Bangalore edition of the Telugu Daily
Andhra Prabha, and Gujarati dailies Lok Satta and Jansatta in 1952, from Ahmedabad
and Baroda.
The Delhi edition started was when the Tej group's Indian News Chronicle was
acquired in 1951, which from 1953 became the Delhi edition of Indian Express. In 1990
it bought the Sterling group of magazines, and along with it the Gentleman magazine.
After Goenka's demise in 1991, two of the family members split the group into
Indian Express Mumbai with all the North Indian editions, while the Southern editions
were grouped as Express Madurai Ltd with Chennai as headquarters.
The New Indian Express daily is published from the following cities:
• Bangalore
• Belgaum
• Bhubaneswar

• Chennai
• Coimbatore
• Hyderabad
• Kochi
• Kozhikode
• Madurai
• Shimoga
• Thiruvananthapuram
• Tiruchy
• Vijayawada
• Visakhapatnam.
Express Network Private Limited is subsidiary company of Express Publications
(Madurai) Limited. It has been granted licence by Express Publications (Madurai) Ltd. to
use the under mentioned websites registered in its name:
www.indiavarta.com
www.newindpress.com
www.dinamani.com
www.kannadaprabha.com
www.andhraprabha.com
www.apweekly.com
www.cinemaexpress.com
www.malayalamvarikha.com
www.tamilanexpress.com

PLANT LOCATION
2.2.1 PRODUCT PROFILE

The Company's publications include Dailies viz.
• The New Indian Express in English (the southern editions of The Indian Express
renamed as "The New Indian Express", effective from 28-12-98),
• Dinamani in Tamil,
• Kannada Prabha in Kannada.
In adition to dailies, the company also brings out magazines.
• Cinema Express (Tamil)
• Malayalam Vaarika (Malayalam)
• Tamilan Express (Tamil).
Its various supplements, which appear on a weekly or fortnightly basis, include
• The new Sunday express (Sunday)
• i.witness and i.witness 2 ( Sunday magazines)
• Zeitgeist (Saturday)
• Indulge (Friday)
• Expresso ( daily-Chennai)
• City express

CHAPTER 3: LITERATURE SURVEY:
3.1.CONCEPTUAL AND THEORETICAL REVIEW
Advertising Perception Survey Experts
Definition: Advertising Perception Survey - In the context of litigation, an advertising
perception survey is a study commissioned by a challenger seeking to show that a
competitor's advertising contains implied messages that are false or misleading.
WhatAdvertisersThink
The largest multi-client study of media decision makers in the world, The
Advertiser Intelligence Reports (AIR) provides media executives with the plans and
opinions of more than 1,500 advertising decision-makers (agency and marketer), by
media decision making responsibility, across twelve major advertising categories, about
more than 300 leading online, print and television media brands.
Key Measures and Trends by leading Online Media Brands, Magazines, National
Newspapers and Television Networks include:
• Advertising Consideration
• Advertising Plans
• Media Selection Criteria
• Perceptions of Media Brands by Selection Criteria
• Perceptions of Marketing Effectiveness
• Perceptions of Sales Coverage
• Perceptions of Salespeople

• Advertiser Satisfaction
• Plans to Increase, Decrease and Maintain Ad Spending
Measured Advertising Categories Include:
• Entertainment
• Finance
• Home Furnishings and Appliances
• Liquor, Beer and Wine
• Pharmaceuticals and Health Care
• Retail
• Technology and Consumer Electronics
• Toiletries and Cosmetics (Beauty)
Advertiser Perceptions: Optimism down for 2008
The forecasts predicting an upswing in online advertising and an increase in
budgets may have been a bit off, at least for the first six months of 2008. According to the
most recent Advertiser Perceptions survey, advertising executives have doubts about the
online spend increasing at high rates this year.
The survey found that 76% of advertising executives not feel that online ad
budgets will increase; a decrease of 3% over the last survey. About 21% of executives
feel budgets will stay the same.
Online budgets aren't the only ones to suffer. According to the survey 16% of
advertising executives and media buyers expect the share of radio advertising to increase;
in the spring of 2007 26% of marketers expected radio's ad budget to increase.
Broadcast television has also seen a decrease. Only 22% of executives expect
budgets to increase in the broadcast arena compared to 29% in spring '07.

Magazines and newspaper budgets are also expecting a decline (24% and 37%
respectively). Outdoor advertising budgets could see a 22% decline. Meanwhile mobile is
also expected to slide a bit, from 55% expecting an increase to 48%.
PERCEPTION
Fred luthans opines, “Perception is an important meditating cognitive process
through which person make interpretations of the stimulus or situation they are faced
with.”
Stephen. P. Robbins defines perception as “a process by which individuals
organize and interpret their sensory impressions in order to give meaning to the
environment.”
Perception is the process through which information from the outside
environment is selected, received, organized, and interpreted to make it meaningful to
you. Perception refers to interpretation of sensory. In other works sensation involves
understanding what the stimulus means.
Characteristics of the perceiver:
The characteristics of the perceiver include such factors such as needs, values,
experience and attitudes. A persons needs, habits, impacts of past experience ethics and
personality all influence the perceptual process.
Characteristics of the perceived:
It may defy logic and objectivity but perception about others are influenced by
their physical characteristics such as appearance, facial expression, age, gender, manner
of communication as well as personality traits and other forms of behavior.

Eg. When we see persons to be assertive and confident we assume him to be an
executive or leader.
Perceptual Selectivity:
Perceptual selectivity refers to the tendency to select certain objects from the
environment for attention such that these objects are consistent with our existing beliefs,
values and needs.
Advertisement:
Definition:
“Any paid form of non personal presentation and promotion of goods services or
ideas by an identified” – AMA
ADVERTISER
Advertising is a form of communication used to help sell products and services.
Typically it communicates a message including the name of the product or service and
how that product or service could potentially benefit the consumer.
“Advertiser” means a person, firm or company whose products, goods or
services are the subject matter of the Advertisement. The manufacturer, Service
Company, retailer, or supplier who advertises their product or service.
The advertiser is commonly interpreted as a commercial organization which has the
paramount objective of making profits out of its business activities. Profits are usually
generated through marketing or trading activity, apart case, marketing has a role to play
as the yield for investments in other companies and assets will, in turn depend on the
marketing activity of the latter. The communication logic will, however, also apply to

the types of advertisers which may have a societal or political objective. Advertising for
family planning, road safety and the like, and election campaigns are no different in this
respect.
NEWSPAPER ADVERTISING
The bulk of newspapers' revenue comes from advertising - the contribution from
sales is small by comparison. On average, a newspaper generates 80% of its revenue from
advertising and 20% from sales. The portion of the newspaper that is not advertising is
called editorial content, editorial matter, or simply editorial, although the last term is also
used to refer specifically to those articles in which the newspaper and its guest writers
express their opinions.
Newspapers have been hurt by the decline of many traditional advertisers.
Department stores and supermarkets could be relied upon in the past to buy pages of
newspaper advertisements, but due to industry consolidation are much less likely to do so
now. [
Additionally, newspapers are seeing traditional advertisers shift to new media
platforms. The classified category is shifting to sites including Craig list, employment
websites, and auto sites. National advertisers are shifting to many types of digital content
including websites, rich media platforms, and mobile.
In recent years, the advertorial emerged. Advertorials are most commonly
recognized as an opposite-editorial which third-parties pay a fee to have included in the
paper. Advertorials commonly advertise new products or techniques.
Newspaper trends
Newspaper flourished for decades in the face of radio, television, and the internet.
However, advances in web syndication and news aggregation online are placing serious
pressures on the current model of newspaper distribution and ad placement.

Need for Advertising:
The question often asked is: ‘why does a developing country like India need
advertising’
Advertising is a way of communicating information to the consumer information
which enables him or her to compare and choose from the products and services
available. Advertising enables consumers to exercise their right of free choice.
Advertising being a necessary means of communication is an inseparable part of
free speech. Any restriction on the right to recommend legitimate goods, services r ideas
in public will diminish the fundamental right of the freedom of speech.
Advertising is the promotion of a product or service and is extremely pervasive in
contemporary society. To maximize sales, companies will pay a premium for wide
exposure through the mass media. Advertising space is common, but not restricted to
these realms; billboards, public transportation, movies (product placement), schools,
clothing, even bathroom stalls carry ads and the industry is constantly finding new ways
to advertise.
NEWSPAPER ADVERTISING
The newspaper is a product borne of necessity, invention, the middle class,
democracy, free enterprise, and professional standards.
Pre-history "newspapers" were one-to-one in nature. The earliest variation on a
newspaper was a daily sheet published in 59 BC in Rome called Acta Diurna (Daily
Events), which Julius Caesar ordered posted throughout the city. The earliest known
printed newspaper was in Beijing in 748.
In 1451, Johannes Gütenberg uses a press to print an old German poem, and two
years later prints a 42-line Bible -- the significance being the mass production of print

products, ushering in an era of newspapers, magazines, and books. By 1500, the genesis
of a postal system can be seen in France, while book publishing becomes popular
throughout Europe and the first paper mill can be found (England).
The rise of the middle class transformed newspapers in the 1800s. A penny
(US$0.01) buys a New York newspaper in 1833, opening up the first mass market for
newspapers. In 1847, the telegraph is used as a business tool, transforming far-away
stories. In 1873, an illustrated daily newspaper can be seen in New York. In 1878 the first
full-page newspaper advertisements appear, and in 1880 the first photographs are seen in
newspapers, using halftones.
With the basic technical groundwork for the modern newspaper in place by the
late 19th century, the story of newspapers in the 20th century was about professional
development and adaptation to changing consumer and media markets. The story also
involved an evolving business model that rode an ever-growing wave of mass-market
advertising. Increased profitability and higher revenues attracted publicly owned
corporations interested in buying newspapers from descendants of company founders,
while simultaneously exposing newspapers to the whims of cash- and profit-hungry stock
markets.
By 2000, newspapers were juggling priorities: fragmentation of news
consumption, fragmentation of advertising investments, the advantages and
disadvantages of being a mass medium, balancing the wants of the marketplace with the
company's duty to provide the needs of the marketplace, a journalistic backlash against
industry changes, the sheer physicality of ink-on-paper production and distribution versus
digital distribution, increasing profit pressure surrounding the core print product, and
extension of the company's core brand into other profit centers.

Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of a particular brand of product or
service. Modern advertising developed with the rise of mass production in the late 19th
and early 20th centuries.
Many advertisements are designed to generate increased consumption of those products
and services through the creation and reinvention of the "brand image”. For these
purposes, advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages, including television,
radio, cinema, magazines, newspapers, video games, the Internet, carrier bags, billboards
and mail or post. Advertising is often placed by an advertising agency on behalf of a
company or other organization.
Organizations that frequently spend large sums of money on advertising that sells
what is not, strictly speaking, a product or service include political parties, interest
groups, religious organizations, and military recruiters. Non-profit organizations are not
typical advertising clients, and may rely on free modes of persuasion, such as public
service announcements.
Money spent on advertising has increased dramatically in recent years. In 2007,
spending on advertising has been estimated at over $150 billion in the United States and
$385 billion worldwide, and the latter to exceed $450 billion by 2010.
While advertising can be seen as necessary for economic growth, it is not without
social costs. Unsolicited Commercial Email and other forms of spam have become so
prevalent as to have become a major nuisance to users of these services, as well as being
a financial burden on internet service providers. Advertising is increasingly invading
public spaces, such as schools, which some critics argue is a form of child exploitation. In
addition, advertising frequently utilizes psychological pressure (for example, appealing to
feelings of inadequacy) on the intended consumer, which may be harmful.
ADVERTISING IN INDIA

Many advertisements are designed to generate increased consumption of those products
and services through the creation and reinvention of the "brand image". For these
purposes, advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages, including television,
radio, cinema, magazines, newspapers, video games, the Internet, carrier bags, billboards
and mail or post. Advertising is often placed by an advertising agency on behalf of a
company or other organization.
3.2 LITERATURE REVIEW
S.NO REFERENCES RELATED LEARNING
1 Advertiser perception of the
internet as a marketing
communication vehicle: Case
study
by
Khalid Alrawi and Walid Alrawi
source
African Journal of Marketing
Management Vol. 1(2) pp. 062-
069 May, 2009
Available online
http://www.academicjournals.or
g/ajmm
©2009 Academic Journals
• The overriding finding of
the study is that the scope of Internet usage
as a media
is affected by managements' perceptions of
the effectiveness
of their websites as marketing tools.
• The researcher’s recommendation in this
context is that
firms should develop and evaluate a web-
based methodology
for evaluating the effectiveness of
promotional
websites

2 The public’s perception of
advertising in today’s
Society
by
Sally Ford-Hutchinson and
Annie Rothwell
Source:
The Thinking Shop
9 Kenneth Crescent
London
NW2 4PS
• Advertising is everything with a name on
it
• Life without advertising would be dull
• Advertising is an indicator of business
health
• ‘Clever’ advertising is good advertising
• Advertising is all -embracing :The all
embracing concept of advertising was a
widely held one although the older
respondents (anyone over the age of 25)
3 CHILDRENS’ PERCEPTION
ON TV ADVERTISING
A CASE STUDY OF 3RD
GRADERS IN SWEEDEN
BY: MARIA ERRSON
ULRIKA KOBIN
SOURCE: Lulea university of
technology
Bachelor thesis
Marketing
Department of business
administration and social
sciences
Division of indusial
marketing and e-commerce
• The findings of this studty reveals that
children are affected by tv
advertisements and more they watch the
more they are affected.
• They are highly influenced by peers.
• Furthermore, their behaviour towards
parents and pester more are also affected
by their viewing of advertisements.
• The most memorable commercial
advertisements for the children appears
to be the ones using humours and
celebrities. Furthermore children ability
to distinguish between reality and fiction
is possible for this age group.
4 Brand Perception & Brand
Equity of Baby Accessory
Products in Working Moms’
• working moms who were using differences
brand would be
perceived their brand with difference ways.

Perspective
by
Phusit Wonglorsaichon* and
Paitoon Sathainrapabayut
source
International Review of
Business Research Papers
Vol. 4 No.1 January 2008
Pp.385-395
• Working mom who were using Pigeon
perceived that Pigeon was innovating, Avent
was modernizing and Chicco was safety for
their babies.
• These results were based on marketing
communication programs that have been
implementing from each brand in
order to create their brand characteristic and
brand differentiation from other
players.
5 CORPORATE BRAND
IMAGE: ANTECEDENTS,
MEDIATING ROLE AND
IMPACT ON
STAKEHOLDERS
EXPECTATION
by
Prathab oburai
YLR moorthi
Chew kok wai
Michael j baker
Source:
INDIAN INSTITUTE OF
MANAGEMENT,
AHMEDABAD
• Corporate brand image is impacted most
by the brand awareness construct
general expectation construct have less
impact
• Corporate brand image on its own is a
significant predictor of specific
expectations
• Corporate brand image mediates the best
of brand awareness
6 Australian and
Taiwanese Advertiser's
Perceptions of Internet
Marketing
• With the Internet being a relatively new
communication medium, the perceptions
of advertising agencies on the use and
future of Internet marketing has
important implications for companies

Source:
University of New South
Wales
using these agencies to develop their
advertising strategies.
• This research investigates the perception
of advertisers towards the use of the
Internet as a communication medium
7
Newspapers and Their Online
Editions:
Factors that Influence
Successful Integration
by
Bonnie Bressers and Robert
Meeds
• Because of the inherent cultural
differences between traditional
newspaper staff and online staff, industry
analysts have suggested that online
workers struggle for respect from their
newsroom counterparts.
• The perception of the relative equality of
status between the print and online staffs
was not a significant predictor of levels
of integration, but it was positively
associated with managers’ reports that
objectives have been met, suggesting
that policies and practices aimed at
equalizing perceived levels of status
between the two groups would be
desirable.
8 Selling Newspaper Advertising
on the web:
A Case Study of the Newspaper
Advertising Website in A
Chinese Press Group
By
• The original idea of developing a
newspaper advertising website is to
provide access to the latest, most
relevant multimedia sales presentation
and data.

Qiping Hu, M.A.
Master Student
School of Journalism
University of Missouri-
Columbia
Columbia, MO 65211
• Links to databases, computational tools
and forms for placing orders could also
be on the website. Additionally,
interactivity based on the website
between the sellers and buyers is also
projected.
• Despite differences between the business
models between China and America, the
two studies have found some common
values of the NAW.
• But even the leading Chinese newspaper
tended to be more conservative about the
electronic ordering and database
functions.
9 Advertiser Perceptions: Cross
Media Builds Purchase Intent
BY:
Report by research firm
Advertising Perceptions
• The study found consumers expressed a
stronger intent to buy a particular
product after they had been exposed to
ads for it on more than one medium.
• That finding could lend strong support to
media buyers looking to justify cross-
media ad spend, especially since "intent
to buy" is considered an important way
to measure a campaign's success.
10 Advertisers' Media • when a salesperson comes to understand

Selection in Small
Newspaper Markets
By
Ken Smith; Newspaper
Research Journal, Vol. 19, 1998
Journal Article Excerpt
the factors that influence the advertiser,
"the skills of that person are enhanced."
• The same could be said about the
relation ship between advertising
representatives at smaller newspapers
and their clients.

CHAPTER-4 DATA ANALYSIS AND INTERPRETATION:
4.1 PERCENTAGE ANALYSIS:
TABLE NO. 4.1:
INDULGE REMAINS ABOUT
Responses Respondents percentage
Masthead - -
Supplement format 12 40
Color spread 12 40
Content 5 16.5
Specific topic/writer 1
TOTAL 30 100
40 40
16.5
3.5
0
5
10
15
20
25
30
35
40
45
Supplement
format
Color spread Content Specific
topic/writer
percentage -
INFERENCES:
From the above table it is found that 40% of advertisers remains about the
supplement format of the INDULGE whereas another 40% reminds about the colorful
spread , 16.5% of them remains about the content and remaining a meager 3.5% of
advertisers remains about the specific writer of indulge

TABLE NO:4.2 :
The best of Indulge :
Responses Respondents Percentage
News spread 6 10
News items in every week 4 23
Columnist 2 8
New product launches 11 40
Interesting read as a
whole
7 19
TOTAL 30 100
20
13.5
6.5
36.5
23.5
0
5
10
15
20
25
30
35
40
News spread News items
in every week
Columnist New product
launches
Interesting
read as a
whole
INFERENCES:
From the above table it is found that maximum of 36.5% of advertisers likes the
new product launch information in indulge, whereas 23.5% advertisers opinion is that
indulge is a interesting read as a whole.

TABLE NO:4.3 :
Perception of Indulge.
Great product - -
The right fit 5 16.6
A new trend wave 15 50
Informative 8 26.6
Another supplement 6.6
TOTAL 70 100
0%
17%
49%
27%
7%
Great product
The right fit
A new trend wave
Informative
Another supplement
INFERENCES:
From the above table it is found that 49% of advertisers perceive indulge as a new trend
wave for Chennai market, 7% of advertisers perceived as just an another supplement.

TABLE NO:4.4 :
The look and content of the product.
Excellent 0 0%
Very good 6 20%
Informative 9 30%
Colorful & interesting 7 23.3%
Captures the changes 8 26.7%
TOTAL 30 100
0%
20%
30%
23.30%
26.70%
Excellent
Very good
Informative
Colorful & interesting
Captures the changes
INFERENCES:
From the above table it is found that maximum of 30% of advertisers opinion
about the look and content of the supplement is as informative.

TABLE NO: 4.5:
Waiting for a grab of the product each week.
27%
20%
53%
Yes
No
Brow se through it
INFERENCES:
Yes 8 26.6%
No 6 20%
Browse through it 16 53.4%
TOTAL 30 100

From the above table it is found that maximum of 53% of advertisers says that
they browse through the paper whenever they see it whereas 27% advertisers say that
they wait to grab the product and 20% of advertisers does not wait for the product.
TABLE NO: 4.6:
The improvement to be made in the product.
Content 18 60%
Layout 12 40%
Paper quality 0 0%
TOTAL 30 100
Content
60%
Layout
40%
Paper quality
0%
INFERENCES

From the above table it is found that maximum of 60%of advertisers says that
content of the supplement need to be improved whereas 40% of advertisers says layout
need to be improved.
TABLE NO: 4.7:
Look out for the product each week.
Advertisement 12 40%
Information 16 53.4
New life style products 2 6.66%
TOTAL 30 100
40%
53.4
6.66%
0%
1000%
2000%
3000%
4000%
5000%
6000%
Advertisement Information New life style
products
INFERENCES:

From the above table it is found that maximum of 36% of clients look out
for advertisement and information and minimum of 28% were looks out for new life
style products.
TABLE NO: 4.8:
Like to enhance brand equity through Indulge.
Yes 14 46.6%
No 16 53.3%
TOTAL 30 100
14
16
13
13.5
14
14.5
15
15.5
16
Respondents
Yes
No

INFERENCES:
From the above table it is found that 53.3% of advertisers are not willing to enhance
their product brand equity through indulge
TABLE NO: 4.9:
Like to advertise in Indulge.
Yes 14 46.6%
No 16 53.3%
TOTAL 30 100
Yes
47%No
53%

INFERENCES:
From the above table it is found that 53.3% of advertisers are not willing to advertise
in indulge
TABLE NO: 4.10:
Would like to continue the Indulge
Yes 14 46.6%
No 16 53.3%
TOTAL 30 100
47%
53%
Yes
No

INFERENCES:
From the above table it is found that 53.3% of advertisers are not willing to continue
to advertise in indulge
CHAPTRER – 5: CONCLUSION
5.1 RESULTS AND FINDINGS
1. It is found that 40% of advertisers remains about the supplement format of the
INDULGE whereas another 40% reminds about the colorful spread , 16.5% of
them remains about the content and remaining a meager 3.5% of advertisers
remains about the specific writer of indulge
2. It is found that maximum of 36.5% of advertisers likes the new product launch
information in indulge, whereas 23.5% advertisers opinion is that indulge is a
interesting read as a whole.
3. It is found that 49% of advertisers perceive indulge as a new trend wave for
Chennai market, 7% of advertisers perceived as just an another supplement.
4. It is found that maximum of 30% of advertisers opinion about the look and
content of the supplement is as informative.

5. The maximum of 53% of advertisers says that they browse through the paper
whenever they see it whereas 27% advertisers say that they wait to grab the
product and 20% of advertisers does not wait for the product.
6. The maximum of 60%of advertisers says that content of the supplement need to
be improved whereas 40% of advertisers says layout need to be improved.
7. The maximum of 36% of clients look out for advertisement and information and
minimum of 28% were looks out for new life style products.
8. It is found that 53.3% of advertisers are not willing to enhance their product brand
equity through indulge
9. It is found that 53.3% of advertisers are not willing to advertise in indulge
10. It is found that 53.3% of advertisers are not willing to continue to advertise in
indulge

5.3 LIMITATION OF STUDY
 The data for the project was conducted from the opinion of advertisers in
market. Any bias in the opinion of false will impact on the findings of the
study.
 The sample size was large as the advertiser markets were to be
interviewed while at work.
 Some of the answer given by the respondents may be biases.
 Few respondents were reluctant while answering the question due to their
busy schedule.
 Time is a constraint because duration of project is one month.
 Some of the advertiser’s were hesitating to give whole- hearted opinions
due to fear.

5.4 SUGGESTIONS:
• In this study observed that half and above of the respondents are
mentioned that the improvement have to be made in content of Indulge, so
the company can take effort to improve the content.
• An advertisers feels that news spread can be increased in the indulge so
that many information can be seen.
• Availability of the product is scarce, so the company can improve its
circulation

5.5 Conclusion:
The informative and interesting analysis of “Advertisers’ perception about
Indulge in The New Indian Express Chennai ”, advertisers perception provides media
company executives insight necessary for increasing ad sales, market position and
competitive advantage. And it helps to make more benefits to advertisers. To give
advertising to advertisers for which one is highly expected.
It is concluded that advertisers’ perception are the basic things, which
could helpful to the company. Some suggestions are given in this project, where the
company could look into the grey areas and try to rectify them, so that advertisers could
be highly satisfied.

A study on advertisers

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