Project on Latest Trends in Digital Advertising in JP Hyundai, Ranchi

A
Summer Training Project Report
On
“LATEST TRENDS IN DIGITAL ADVERTISING”
Submitted for partial fulfillment of requirement for the award of
degree
Of
MASTER OF BUSINESS ADMINISTRATION
Of
JHARKHAND RAI UNIVERSITY, RANCHI
Session 2018-20
Supervision By Submitted by
Mr. Kundan Rajesh Prasad
Training Head MB/18/049
MBA II Semester
JP HYUNDAI
Piska More Ranchi, Jharkhand

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DECLARATION
I the undersigned solemnly declare that the report of the project work
entitled Latest Trends in Digital Advertising, is based my own work carried
out during the course of my study under the supervision of Mr. Kundan.
I assert that the statements made and conclusions drawn are an outcome of
the project work. I further declare that to the best of my knowledge and belief
that the project report does not contain any part of any work which has been
submitted for the award of any other degree/diploma/certificate in this
University or any other University.
___________________
(Signature of the Candidate)
Rajesh Prasad
Roll No.: MB/18/049
Semester: II

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CERTIFICATE BY SUPERVISOR
This to certify that the report of the project submitted is the outcome of the project
work entitled Latest trends In Digital Advertising carried out by Rajesh Prasad
bearing Enrollment No.: MB/18/049 Carried by under my guidance and
supervision for the award of Degree in Master of Business Administration of
Jharkhand Rai University, Ranchi, Jharkhand.
To the best of the my knowledge the report
i) Embodies the work of the candidate him/herself,
ii) Has duly been completed,
iii) Fulfils the requirement of the ordinance relating to the MBA degree of
the University and
iv) Is up to the desired standard for the purpose of which is submitted.
_______________________
(Signature of the Supervisor)
Name: Mr Kundan Sir
Designation: Head of Training Department
Department: Training Department
JP Hyundai , Piska More, Ranchi

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ATTAECHED SUMMER TRAINING CERTIFICATE

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CERTIFICATE BY GUIDE (INTERNAL FACULTY OF UNIVERSITY)
This to certify that the report of the project submitted is the outcome of the project
work entitled Latest trends In Digital Advertising carried out by Rajesh Prasad
Enrollment No.: MB/18/049 Carried by under my guidance and supervision for the
award of Degree in Master of Business Administration of Jharkhand Rai
University, Ranchi, Jharkhand.
To the best of the my knowledge the report
i) Embodies the work of the candidate him/herself,
ii) Has duly been completed,
iii) Fulfils the requirement of the ordinance relating to the MBA degree of
the University and
iv) Is up to the desired standard for the purpose of which is submitted.
_______________________
(Signature of the Guide)
Name: Dr. Roshan Kumar
Designation: Head of Department
Department: Management
Jharkhand Rai University, Ranchi

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ACKNOWLEDGEMENT
The present work is an effort to throw some light on “LATEST TRENDS IN
DIGITAL ADVERTISING ".
With deep sense of gratitude i acknowledged the encouragement and guidance
received by my project guide "MR. KUNDAN SIR", Training Head in his
valuable guidance. He has been a constant guiding force and source of illumination
for me. He was very generous in giving me this opportunity to work under shape. I
would like to thank him for his valuable advice and guidance.
I would also like to thanks "MRS. SUMONA KARMAKAR ", HR Manager
without her guidance, supervision, assistance, inspiration and cooperation the work
would not have been possible to come to the present shape.
I would like to thanks “Dr. ROSHAN KUMAR” Asst. Professor, HOD- Mgmt.
Jharkhand Rai University, Ranchi.
Further I would thank all the staff members of HR division who have been very
courteous in providing all other information about company and its product.
I am also thankful to all the respondents who spared their valuable time for
filling up the questionnaire and helped me out with this project.
I convey my affection to all those people who helped and supported me during
course, for completion for my report project.
_______________________
(Signature of the student)
Name: Rajesh Prasad
Roll. No: MB/18/049
MBA 2nd
Semester

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Table of Content
Chapter – I..............................................................................................................2
Introduction............................................................................................................2
Company Profile .....................................................................................................................3
Chapter – II ..........................................................................................................16
Review of Literature..............................................................................................16
2.1 Digital Advertising ..........................................................................................................17
2.2 History ............................................................................................................................17
Chapter – III.........................................................................................................32
Research Methodology..........................................................................................32
3.1 Aims and Objectives Primary Objective ..........................................................................33
3.2 Need of the Study............................................................................................................35
3.3 Research Plan..................................................................................................................36
3.4 Data Collection Source....................................................................................................36
3.5 Sample Plan.....................................................................................................................37
3.6 Limitation of the Study:...................................................................................................37
Chapter – IV.........................................................................................................38
Data Analysis........................................................................................................38
Chapter – V ..........................................................................................................46
Finding, Suggestions & Conclusion......................................................................46
5.1 Finding............................................................................................................................47
5.2 Suggestion.......................................................................................................................47
5.3 Conclusion ......................................................................................................................49
Questionnaire ........................................................................................................................50
BIBLIOGRAPHY.................................................................................................................53

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Chapter – I
Introduction

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Company Profile
JP HYUNDAI
A Part of Rama Auto Dealer
Started: 27th
Dec 2015
Owner: Mr. Rajesh Chaudhary
Mr. Manish Jaiswal
Branch:
 Piska More
 Kadru
 Simdega
Average Sales: - 100/ Monthly
1200/ yr.
Employees: - 250 Employees (including service)
Sales Category: B
Sales Head: Mr Sandeep Gangoly
Service Head: Mr. Vicky Alok Rana
The Hyundai Motor Company, commonly known as Hyundai Motors, is a South
Korean multinational automotive manufacturer headquartered in Seoul. The company was
founded in 1967 and, along with its 32.8% owned subsidiary, Kia Motors, and its 100% owned
luxury subsidiary Genesis Motor, altogether comprise the Hyundai Motor Group. It is the third
largest vehicle manufacturer in the world.
Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan,
South Korea which has an annual production capacity of 1.6 million units. The company

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employs about 75,000 people worldwide. Hyundai vehicles are sold in 193 countries through
some 5,000 dealerships and showrooms.
History
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai
Motor Company was later established in 1967. The company's first model, the Cortina, was
released in cooperation with Ford Motor Company in 1968. When Hyundai wanted to develop
their own car, they hired George Turnbull in February 1974, the former Managing Director of
Austin Morris at British Leyland. He in turn hired five other top British car engineers. They were
Kenneth Barnett body design, engineers John Simpson and Edward Chapman, John
Crosthwaite ex-BRM as chassis engineer and Peter Slater as chief development engineer. In
1975, the Pony, the first South Korean car, was released, with styling by Giorgio Giugiaro
of ItalDesign and powertrain technology provided by Japan's Mitsubishi Motors. Exports began
in the following year to Ecuador and soon thereafter to the Benelux countries. Hyundai entered
the British market in 1982, selling 2993 cars in their first year there.
In 1984, Hyundai began exporting the Pony to Canada, but not to the United States, as the Pony
would not pass emissions standards there. Canadian sales greatly exceeded expectations, and it
was at one point the top-selling car on the Canadian market. In 1985, the one millionth Hyundai
car was built.
In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated as "Best
Product #10" by Fortune magazine, largely because of its affordability. The company began to
produce models with its own technology in 1988, beginning with the midsize Sonata. In the
spring of 1990, aggregate production of Hyundai automobiles reached the four million
mark.[14]
In 1991, the company succeeded in developing its first proprietary gasoline engine, the
four-cylinder Alpha, and also its own transmission, thus paving the way for technological
independence.
In 1996, Hyundai Motor India Limited was established with a production plant in Irungattukottai
near Chennai, India.
In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a world-class
brand. Chung Ju Yung transferred leadership of Hyundai Motor to his son, Chung Mong Koo, in

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1999. Hyundai's parent company, Hyundai Motor Group, invested heavily in the quality, design,
manufacturing, and long-term research of its vehicles. It added a 10-year or 100,000-mile
(160,000 km) warranty to cars sold in the United States and launched an aggressive marketing
campaign.
In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D. Power and
Associates. Hyundai is now one of the top 100 most valuable brands worldwide. Since 2002,
Hyundai has also been one of the worldwide official sponsors of the FIFA World Cup.
In 2006, the South Korean government initiated an investigation of Chung Mong Koo's practices
as head of Hyundai, suspecting him of corruption. On 28 April 2006, Chung was arrested, and
charged for embezzlement of 100 billion South Korean won (US$106 million). As a result,
Hyundai Vice Chairman and CEO, Kim Dong-jin, replaced him as head of the company. On 30
September 2011, Yang Seung Suk announced his retirement as CEO of Hyundai Motor Co. In
the interim replacement period, Chung Mong-koo and Kim Eok-jo will divide the duties of the
CEO position.
Research and development
Hyundai has six research and development centers, located in South Korea (three offices),
Germany, Japan and India. Additionally, a center in California develops designs for the United
States.
Hyundai has made an app with augmented reality, showing users how to operate and maintain
vehicles.
Business
In 1998, after a shake-up in the South Korean auto industry caused by overambitious expansion
and the Asian financial crisis, Hyundai acquired the majority of rival Kia Motors. Hyundai owns
33.88% of Kia.
In 2000, the company established a strategic alliance with DaimlerChrysler and severed its
partnership with the Hyundai Group. In 2001, the Daimler-Hyundai Truck Corporation was
formed. In 2004, however, DaimlerChrysler divested its interest in the company by selling its
10.5% stake for $900 million.

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Hyundai has invested in manufacturing plants in North America, India, the Czech Republic,
Russia, China and Turkey as well as research and development centers in Europe, Asia, North
America and the Pacific Rim. In 2004, Hyundai Motor Company had $57.2 billion in sales in
South Korea making it the country's second largest corporation, or chaebol. Worldwide sales in
2005 reached 2,533,695 units, an 11 percent increase over the previous year. In 2011, Hyundai
sold 4.05 million cars worldwide and the Group was the world's fourth largest automaker
behind GM, Volkswagen and Toyota. Hyundai vehicles are sold in 193 countries through some
5,000 dealerships.
Hyundai Motor India Limited
Hyundai Motor India Ltd is a wholly owned subsidiary of the Hyundai Motor
Company headquartered in South Korea. It is the second largest automobile manufacturer with
16.2% market share as of February 2019 and US$5.5 billion turn-over in India.
Hyundai Santro Xing (first generation) was manufactured only by Hyundai Motor India Limited.
Hyundai Motor India Limited was formed on 6 May 1996 by the Hyundai Motor
Company of South Korea. When Hyundai Motor Company entered the Indian Automobile
Market in 1996 the Hyundai brand was almost unknown throughout India. During the entry of
Hyundai in 1996, there were only five major automobile manufacturers in India,
i.e. Maruti, Hindustan, Premier, Tata and Mahindra. Daewoo had entered the Indian automobile
market with Cielo just three years back while Ford, Opel and Honda had entered less than a year
back.
For more than a decade till Hyundai arrived, Maruti Suzuki had a near monopoly over the
passenger cars segment because Tata Motors and Mahindra & Mahindra were solely utility and
commercial vehicle manufacturers, while Hindustan and Premier both built outdated and

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uncompetitive products. The company is looking its future business growth in Mobility and has
invested $14 million in Delhi based car rental platform Revv. With this strategic investment in
Revv, Hyundai Motor will work to co-develop the company's new growth engine by developing
innovative mobility services that combine technologies such as autonomous driving and artificial
intelligence with the sharing economy to transform people's lives.
Hyundai Motor India Ltd
Type Subsidiary
Industry Automotive
Founded 6 May 1996; 23 years ago
Headquarters Chennai, Tamil Nadu, India
Key people Mr. Seon Seob Kim (CEO)
Products Automobiles
Production output 536,241 units (2017)[1]
Parent Hyundai Motor Company
Website www.hyundai.co.in
History
HMIL's first car, the Hyundai Santro was launched on 23 September 1998 and was a runaway
success. Within a few months of its inception HMIL became the second largest automobile
manufacturer and the largest automobile exporter in India. Hyundai Motor India Limited (HMIL)
is a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea and is the
largest passenger car exporter and the second largest car manufacturer in India. HMIL presently

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markets 10 models – Eon, Grand i10, Xcent, Elite i20, i20 Active, Verna, Creta, Elantra, Tucson,
and the newly launched Santro.
HMC has set up a research and development facility (Hyundai Motor India Engineering –
HMIE) in the cyber city of Hyderabad.
As HMC's global export hub for compact cars, HMIL is the first automotive company in India to
achieve the export of 10 lakh cars in just over a decade. HMIL currently exports cars to more
than 87 countries across EU, Africa, Middle East, Latin America, Asia and Australia. It has been
the number one exporter of passenger cars of the country for the eighth year in a row.[2]
To support its growth and expansion plans, HMIL currently has 493 strong dealer network and
more than 1,309 strong service points across India.
In July 2012, Arvind Saxena, the Director of Marketing and Sales stepped down from the
position after serving the company for 7 years.[3]
In August 2018,Rakesh Srivastava, Director Sales and Marketing at Hyundai India resigned from
his position after serving for six years.
On December 4, 2018: Hyundai Motor India Ltd,announced the top level management changes
with immediate effect. Mr. Seon Seob Kim assumed the responsibilities of ‘MD & CEO’ from
Mr. Young Key Koo.
Mr. Y K Koo completed 3 years’ successful tenure to lead Indian operations and has led Hyundai
Motor India to newer heights setting new benchmarks. Out of his 35 years of professional career
with Hyundai Motor Company, Mr. Y K Koo had been the part of the Senior Management for
long 12 Years in India with a strong understanding and orientation of Indian Auto Industry. His
first stint from 1997-2001, when Hyundai established itself as a household name was with the
launch of 1st generation 'SANTRO' and ‘ACCENT’ in India. He strengthened the sales and
marketing operations during his second tenure from 2008-2011 and again headed the Indian
operations in his 3rd tenure from November 2015 to November 2018. Recognizing his
unmatched leadership and efforts, Mr. Koo received the Award of 'NDTV Automotive Man of
the Year' for his contribution in growth of the Indian Automobile Industry..
Manufacturing facilities

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The Hyundai i10(Discontinued-2016) was exclusively manufactured only by HMIL.
HMIL has two manufacturing plants in Irungattukottai and Sriperumbudur in Tamil Nadu.
HMIL's manufacturing plant near Chennai claims to have the most advanced production, quality
and testing capabilities in the country. To cater to rising demand, HMIL commissioned its
second plant in February 2008, which produces an additional 300,000 units per annum, raising
HMIL's total production capacity to 600,000 units per annum. Current Production Capacity with
these 2 plants in Irungattukottai and Sriperumbudur increased to 7,00,000 cars per year.
Current Models
Exterior
Name
of Car
Year
Introduce
d
Productio
n of the
current
model
Facelift
(Update
)
Generatio
n
Vehicle
Informatio
n
Cars
Santro 1998 2018
3rd
Generation
A-segment
Grand
i10
2007 2014 2017
2nd
Generation
A-segment
i20 2008 2015 2018
2nd
Generation
B-segment

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Xcent 2014 2014 2017
1st
Generation
A-
segment /
Sub-4-
metre
Verna 2008 2017
3rd
Generation
B-segment
Elantra 2006 2016
3rd
Generation
C-segment
Venue 2019 2019
1st
Generation
A-
segment /
Sub-4-
metre
Hyunda
i Kona
EV
2019 2019
1st
Generation
B-segment
Creta 2015 2015 2018
1st
Generation
B-segment
Tucson 2005 2017 2019
3rd
Generation
C-segment

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Hyunda
i Santa
Fe
2009 2019
4th
Generation
D-segment
Discontinued
1. Hyundai Eon (2011–2019)
2. Hyundai Santro (1998–2003)
3. Hyundai Santro Xing (2003–2014)
4. Hyundai Accent GTX (1999–2002)
5. Hyundai Sonata Gold (2001–2005)
6. Hyundai Sonata (Launched 2012)
7. Hyundai Accent VViva (2002–2004)
8. Hyundai Accent CRDi (2002–2006)
9. Hyundai Terracan (2003–2007)
10.Hyundai Getz (2004–2007)
11.Hyundai Accent GLS (2004–2005)
12.Hyundai Sonata Embera (2005–2009)
13.Hyundai Accent GLE (2006–2011)
14.Hyundai Verna (2006–2010)
15.Hyundai Getz Prime (2007–2010)
16.Hyundai i10 (2007–2016)
17.Hyundai Verna Transform (2010–2011)
18.Hyundai Elantra (2004–2010)
19.Hyundai Tucson (2005–2010)
20.Hyundai Sonata Transform (2010–2011)
21.Hyundai Santa Fe Second Generation (2010–2013)
22.Hyundai Accent Executive (2009–2013)
23.Hyundai i20 (2008–2014)

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24.Hyundai Verna (2011–2015)
25.Hyundai Elantra (2012–2016)
26.Hyundai i10 (2010–2016)
27.Hyundai Grand i10 (2013–2017)
28.Hyundai 4S Fluidic Verna(2015–2017)
29.Hyundai Santa Fe Third Generation(2013–2017)
SALES AND SERVICE NETWORK
HMIL has 475 dealers and more than 1,300 service points across India. HMIL also operates its
own dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the
second largest sales and service network in India after Maruti Suzuki.
Hyundai Motor India Limited Annual Sales
Year Domestic sales Exports Total
1998 8,447 0 8,447
1999 17,627 20 17,647
2000 82,896 3,823 86,719
2001 87,175 6,092 93,267
2002 102,806 8,245 111,051
2003 120,325 30,416 150,741
2004 139,759 75,871 215,630

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2005 156,291 96,560 252,851
2006 186,174 113,339 299,513
2007 200,411 126,749 327,160
2008 245,397 243,919 489,316
2009 289,863 270,017 559,880
2010 356,717 247,102 603,819
2011 373,709 242,330 616,039
2012 391,276 250,005 641,281
2013 380,000 233,260 613,260
2014 410,000 191,221 601,221
2015 476,001 167,268 643,269
2016 500,537 161,517 662,054

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2017 527,320 150,901 678,221
2018 550,002 160,010 710,012
Exports
HMIL currently exports vehicles to over 92 countries across Africa, Middle East, Latin
America, Australia and Asia. It has been India's number one exporter for the last 10 years
consecutively.
In Feb,2010 HMIL achieved record export of 1 million units.
HMIL has been consecutively awarded "Top Exporter Of The Year" for 10 years by EEPC.The
Highest Exported volume was 2,70,017 in year 2009. Now, it has moved down as fourth largest
car exporter following MSIL, Volkswagen and Nissan.
Sales performance
Hyundai Motor India Ltd (HMIL), the country's second largest car manufacturer and the largest
passenger car exporter, and cumulative sales stood at 6,78,221 units in 2017.
Commenting on CY 2017 Performance, Mr. YK Koo, MD & CEO, Hyundai Motor India Ltd.
said, "The Calendar Year 2017 has been an Year of Performance for Hyundai Motor India
Surpassing its Business Plan of 2017 registering highest-ever domestic volume of 5,27,320 units,
a growth of 5.4% on strong performance of the newly launched Super Sedan Next Gen VERNA
along with GRAND i10, ELITE i20 and CRETA SUV. The positive momentum in Urban and
Rural retail sales supported with strong After-Sales Service and Low-cost of ownership has
gained customer confidence to become most loved and trusted brand in India."
Hyundai's Holy trinity- Grand-i10, Elite-i20 & Creta has cumulatively achieved 1.3 million sales
in less than 4 years which includes 1.1 million domestic and 0.29 million for exports.
 Sales trend

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o 1998 8,447 Units
o 2000 85,640 (Export's 3,824)
o 2005 252,851 (Export's 96,560)
o 2010 603,820 (Export's 247,102)
o 2015 643,270 (Export's 167,269)
Awards and achievements
 Indian Car Of The Year (ICOTY)
o 2008 — Hyundai i10
o 2014 — Hyundai Grand i10
o 2015 — Hyundai Elite i20
o 2016 — Hyundai Creta
o 2018—Hyundai Verna
 J D Power Appeal Awards 2016 demonstrating excellence of 'Made In India' Products as per
global standards for Grand i10, Elite i20 & Creta.
 JD Power Indian Customer Satisfaction Award 2017 – For Ranking Number 1 in After Sales
Customer satisfaction.
Brand ambassador
The carmaker gets Shah Rukh Khan on board as its brand ambassador for the Hyundai Xcent,the
company's recently launched sub-compact sedan in India. Back in 1998, SRK shot his first TVC
for the Hyundai Santro, and his association with the car brand has now turned 19. In 2010 Shah
Rukh Khan won the "Brand Ambassador of the Year" for Hyundai i10 at NDTV Profit Car and
Bike Awards. SRK also promotes the "Be The Better Guy" road safety campaign for Hyundai.
In,July-2017 Hyundai India extended the contract of Shah Rukh Khan for 2 Years.

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Chapter – II
Review of Literature

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2.1 Digital Advertising
Online advertising, also called online marketing or Internet advertising or web advertising,
is a form of marketing and advertising which uses the Internet to deliver promotional marketing
messages to consumers. Many consumers find online advertising disruptive[1]
and have
increasingly turned to ad blocking for a variety of reasons.
When software is used to do the purchasing, it is known as programmatic advertising.
Online advertising includes email marketing, search engine marketing (SEM), social media
marketing, many types of display advertising(including web banner advertising), and mobile
advertising. Like other advertising media, online advertising frequently involves a publisher,
who integrates advertisements into its online content, and an advertiser, who provides the
advertisements to be displayed on the publisher's content. Other potential participants
include advertising agencies who help generate and place the ad copy, an ad server which
technologically delivers the ad and tracks statistics, and advertising affiliates who do
independent promotional work for the advertiser.
In 2016, Internet advertising revenues in the United States surpassed those of cable
television and broadcast television. In 2017, Internet advertising revenues in the United States
totaled $83.0 billion, a 14% increase over the $72.50 billion in revenues in 2016.
Many common online advertising practices are controversial and, as a result, have been
increasingly subject to regulation. Online ad revenues also may not adequately replace other
publishers' revenue streams. Declining ad revenue has led some publishers to place their content
behind pay walls.
2.2 History
In early days of the Internet, online advertising was mostly prohibited. For example, two of the
predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use policies" that
banned network "use for commercial activities by for-profit institutions". The NSFNet began
phasing out its commercial use ban in 1991.

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Email
The first widely publicized example of online advertising was conducted via electronic mail. On
3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email
to most of the ARPANET's American west coast users, advertising an open house for a new
model of a DEC computer Despite the prevailing acceptable use policies, electronic mail
marketing rapidly expanded and eventually became known as "spam."
The first known large-scale non-commercial spam message was sent on 18 January 1994 by
an Andrews University system administrator, by cross-posting a religious message to
all USENET newsgroups. In January 1994 Mark Eberra started the first email marketing
company for opt in email list under the domain Insideconnect.com. He also started the Direct
Email Marketing Association to help stop unwanted email and prevent spam.
Four months later, Laurence Canter and Martha Siegel, partners in a law firm, broadly promoted
their legal services in a USENET posting titled "Green Card Lottery – Final One?” Canter and
Siegel's Green Card USENET spam raised the profile of online advertising, stimulating
widespread interest in advertising via both Usenet and traditional email. More recently, spam has
evolved into a more industrial operation, where spammers use armies of virus-infected
computers (botnets) to send spam remotely.
Display ads
Online banner advertising began in the early 1990s as page owners sought additional revenue
streams to support their content. Commercial online service Prodigy displayed banners at the
bottom of the screen to promote Sears products. The first clickable web ad was sold by Global
Network Navigator in 1993 to a Silicon Valley law firm. In 1994, web banner advertising
became mainstream when HotWired, the online component of Wired Magazine, sold banner ads
to AT&T and other companies. The first AT&T ad on HotWired had a 44% click-through rate,
and instead of directing clickers to AT&T's website, the ad linked to an online tour of seven of
the world's most acclaimed art museums.
Search ads
GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created the first search
advertising keyword auction in 1998. Google launched its "AdWords" search advertising

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program in 2000 and introduced quality-based ranking allocation in 2002, which sorts search
advertisements by a combination of bid price and searchers' likeliness to click on the ads.
Recent trends
More recently, companies have sought to merge their advertising messages into editorial content
or valuable services. Examples include Red Bull's Red Bull Media House streaming Felix
Baumgartner's jump from space online, Coca-Cola's online magazines, and Nike's free
applications for performance tracking. Advertisers are also embracing social media and mobile
advertising; mobile ad spending has grown 90% each year from 2010 to 2013.
Delivery methods
Online Marketing
Display advertising
Display advertising conveys its advertising message visually using text, logos, animations,
videos, photographs, or other graphics. Display advertisers frequently target users with particular
traits to increase the ads' effect. Online advertisers (typically through their ad servers) often
use cookies, which are unique identifiers of specific computers, to decide which ads to serve to a
particular consumer. Cookies can track whether a user left a page without buying anything, so
the advertiser can later retarget the user with ads from the site the user visited.
As advertisers collect data across multiple external websites about a user's online activity, they
can create a detailed profile of the user's interests to deliver even more targeted advertising. This
aggregation of data is called behavioral targeting. Advertisers can also target their audience by
using contextual to deliver display ads related to the content of the web page where the ads

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appear. Retargeting, behavioral targeting, and contextual advertising all are designed to increase
an advertiser's return on investment, or ROI, over untargeted ads.
Advertisers may also deliver ads based on a user's suspected geography through geotargeting. A
user's IP address communicates some geographic information (at minimum, the user's country or
general region). The geographic information from an IP can be supplemented and refined with
other proxies or information to narrow the range of possible locations. For example, with mobile
devices, advertisers can sometimes use a phone's GPS receiver or the location of nearby mobile
towers. Cookies and other persistent data on a user's machine may provide help narrowing a
user's location further.
Web banner advertising
Web banners or banner ads typically are graphical ads displayed within a web page. Many
banner ads are delivered by a central ad server.
Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other
interactive elements using Java applets, HTML5, Adobe Flash, and other programs.
Frame ad (traditional banner)
Frame ads were the first form of web banners.[18]
The colloquial usage of "banner ads" often
refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a
particular space on the web page. The Interactive Advertising Bureau's Ad Unit Guidelines
proposes standardized pixel dimensions for ad units.
Pop-ups/pop-unders
A pop-up ad is displayed in a new web browser window that opens above a website visitor's
initial browser window. A pop-under ad opens a new browser window under a website visitor's
initial browser window. Pop-under ads and similar technologies are now advised against by
online authorities such as Google, who state that they "do not condone this practice".
Floating ad
A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed
over the requested website's content. Floating ads may disappear or become less obtrusive after a
pre-set time period.
Expanding ad

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An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition,
such as a preset amount of time a visitor spends on a webpage, the user's click on the ad, or the
user's mouse movement over the ad.[34]
Expanding ads allow advertisers to fit more information
into a restricted ad space.
Trick banners
A trick banner is a banner ad where the ad copy imitates some screen element users commonly
encounter, such as an operating system message or popular application message, to induce ad
clicks. Trick banners typically do not mention the advertiser in the initial ad, and thus they are a
form of bait-and-switch. Trick banners commonly attract a higher-than-average click-through
rate, but tricked users may resent the advertiser for deceiving them.
News Feed Ads
"News Feed Ads", also called "Sponsored Stories", "Boosted Posts", typically exist on social
media platforms that offer a steady stream of information updates ("news feed") in regulated
formats (i.e. in similar sized small boxes with a uniform style). Those advertisements are
intertwined with non-promoted news that the users are reading through. Those advertisements
can be of any content, such as promoting a website, a fan page, an app, or a product.
Some examples are: Facebook's "Sponsored Stories", LinkedIn's "Sponsored Updates", and
Twitter's "Promoted Tweets".
This display ads format falls into its own category because unlike banner ads which are quite
distinguishable, News Feed Ads' format blends well into non-paid news updates. This format of
online advertisement yields much higher click-through rates than traditional display ads.
Display advertising process overview
The process by which online advertising is displayed can involve many parties. In the simplest
case, the website publisher selects and serves the ads. Publishers which operate their own
advertising departments may use this method.
Online advertising serving process - simple publisher case
The ads may be outsourced to an advertising agency under contract with the publisher, and
served from the advertising agency's servers.

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Online advertising serving process using an ad agency
Online advertising serving process using online bidding
Alternatively, ad space may be offered for sale in a bidding market using an ad exchange and
real-time bidding. This involves many parties interacting automatically in real time. In response
to a request from the user's browser, the publisher content server sends the web page content to
the user's browser over the Internet. The page does not yet contain ads, but contains links which
cause the user's browser to connect to the publisher ad server to request that the spaces left for
ads be filled in with ads. Information identifying the user, such as cookiesand the page being
viewed, is transmitted to the publisher ad server.
The publisher ad server then communicates with a supply-side platform server. The publisher is
offering ad space for sale, so they are considered the supplier. The supply side platform also
receives the user's identifying information, which it sends to a data management platform. At the
data management platform, the user's identifying information is used to look up demographic
information, previous purchases, and other information of interest to advertisers.
Broadly speaking, there are three types of data obtained through such a data management
platform:
First party data refers to the data retrieved from customer relationship management (CRM)
platforms, in addition to website and paid media content or cross-platform data. This can include
data from customer behaviors, actions or interests.
Second party data refers to an amalgamation of statistics related to cookie pools on external
publications and platforms. The data is provided directly from the source (adservers, hosted
solutions for social or an analytics platform). It is also possible to negotiate a deal with a
particular publisher to secure specific data points or audiences.

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Third party data is sourced from external providers and often aggregated from numerous
websites. Businesses sell third-party data and are able to share this via an array of distribution
avenues.[46]
This customer information is combined and returned to the supply side platform, which can now
package up the offer of ad space along with information about the user who will view it. The
supply side platform sends that offer to an ad exchange.
The ad exchange puts the offer out for bid to demand-side platforms. Demand side platforms act
on behalf of ad agencies, who sell ads which advertise brands. Demand side platforms thus have
ads ready to display, and are searching for users to view them. Bidders get the information about
the user ready to view the ad, and decide, based on that information, how much to offer to buy
the ad space. According to the Internet Advertising Bureau, a demand side platform has
10 milliseconds to respond to an offer. The ad exchange picks the winning bid and informs both
parties.
The ad exchange then passes the link to the ad back through the supply side platform and the
publisher's ad server to the user's browser, which then requests the ad content from the agency's
ad server. The ad agency can thus confirm that the ad was delivered to the browser.
This is simplified, according to the IAB. Exchanges may try to unload unsold ("remnant") space
at low prices through other exchanges. Some agencies maintain semi-permanent pre-cached bids
with ad exchanges, and those may be examined before going out to additional demand side
platforms for bids. The process for mobile advertising is different and may involve mobile
carriers and handset software manufacturers.
Interstitial
An interstitial ad displays before a user can access requested content, sometimes while the user is waiting for
the content to load. Interstitial ads are a form of interruption marketing.
Text ads
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web
page's primary content, or they can be embedded by hyperlinking individual words or phrases to
advertiser's websites. Text ads may also be delivered through email marketing or text message

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marketing. Text-based ads often render faster than graphical ads and can be harder for ad-
blocking software to block.
Search engine marketing (SEM)
Search engine marketing, or SEM, is designed to increase a website's visibility in search engine
results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored)
results based on a web searcher's query. Search engines often employ visual cues to differentiate
sponsored results from organic results. Search engine marketing includes all of an advertiser's
actions to make a website's listing more prominent for topical keywords.
Search engine optimization (SEO)
Search engine optimization, or SEO, attempts to improve a website's organic search rankings in
SERPs by increasing the website content's relevance to search terms. Search engines regularly
update their algorithms to penalize poor quality sites that try to game their rankings, making
optimization a moving target for advertisers. Many vendors offer SEO services.
Sponsored search
Sponsored search (also called sponsored links, search ads, or paid search) allows advertisers to
be included in the sponsored results of a search for selected keywords. Search ads are often sold
via real-time auctions, where advertisers bid on keywords. In addition to setting a maximum
price per keyword, bids may include time, language, geographical, and other constraints. Search
engines originally sold listings in order of highest bids. Modern search engines rank sponsored
listings based on a combination of bid price, expected click-through rate, keyword relevancy and
site quality.
Social media marketing
Social media marketing is commercial promotion conducted through social media websites.
Many companies promote their products by posting frequent updates and providing special offers
through their social media profiles. Videos, interactive quizzes, and sponsored posts are all a part
of this operation. Usually these ads are found on Facebook, Instagram, Twitter, and Snapchat.
Mobile advertising
Mobile advertising is ad copy delivered through wireless mobile devices such
as smartphones, feature phones, or tablet computers. Mobile advertising may take the form of
static or rich media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging

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Service) ads, mobile search ads, advertising within mobile websites, or ads within mobile
applications or games (such as interstitial ads, "advergaming," or application
sponsorship). Industry groups such as the Mobile Marketing Association have attempted to
standardize mobile ad unit specifications, similar to the IAB's efforts for general online
advertising.
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the
field, connectivity speeds have improved (which, among other things, allows for richer media
ads to be served quickly), screen resolutions have advanced, mobile publishers are becoming
more sophisticated about incorporating ads, and consumers are using mobile devices more
extensively. The Interactive Advertising Bureau predicts continued growth in mobile advertising
with the adoption of location-based targeting and other technological features not available or
relevant on personal computers. In July 2014 Facebook reported advertising revenue for the June
2014 quarter of $2.68 billion, an increase of 67 percent over the second quarter of 2013. Of that,
mobile advertising revenue accounted for around 62 percent, an increase of 41 percent on the
previous year.
Email advertising
Email advertising is ad copy comprising an entire email or a portion of an email
message.[25]:22
Email marketing may be unsolicited, in which case the sender may give the
recipient an option to opt out of future emails, or it may be sent with the recipient's prior consent
(opt-in). Businesses may ask for your email and send updates on new products or sales.
Chat advertising
As opposed to static messaging, chat advertising refers to real time messages dropped to users on
certain sites. This is done using live chat software or tracking applications installed within
certain websites with the operating personnel behind the site often dropping adverts on the traffic
surfing around the sites. In reality this is a subset of the email advertising but different because of
its time window.
Online classified advertising
Online classified advertising is advertising posted online in a categorical listing of specific
products or services. Examples include online job boards, online real estate listings, automotive

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listings, online yellow pages, and online auction-based listings. Craigslist and eBay are two
prominent providers of online classified listings.
Adware
Adware is software that, once installed, automatically displays advertisements on a user's
computer. The ads may appear in the software itself, integrated into web pages visited by the
user, or in pop-ups/pop-under. Adware installed without the user's permission is a type
of malware.
Affiliate marketing
Affiliate marketing occurs when advertisers organize third parties to generate potential
customers for them. Third-party affiliates receive payment based on sales generated through their
promotion. Affiliate marketers generate traffic to offers from affiliate networks, and when the
desired action is taken by the visitor, the affiliate earns a commission. These desired actions can
be an email submission, a phone call, filling out an online form, or an online order being
completed.
Content marketing
Content marketing is any marketing that involves the creation and sharing of media and
publishing content in order to acquire and retain customers. This information can be presented in
a variety of formats, including blogs, news, video, white papers, e-books, infographics, case
studies, how-to guides and more.
Considering that most marketing involves some form of published media, it is almost (though
not entirely) redundant to call 'content marketing' anything other than simply 'marketing'. There
are, of course, other forms of marketing (in-person marketing, telephone-based marketing, word
of mouth marketing, etc.) where the label is more useful for identifying the type of marketing.
However, even these are usually merely presenting content that they are marketing as
information in a way that is different from traditional print, radio, TV, film, email, or web media.
Online marketing platform
Online marketing platform (OMP) is an integrated web-based platform that combines the
benefits of a business directory, local search engine, search engine optimization (SEO)
tool, customer relationship management (CRM) package and content management
system (CMS). EBay and Amazon are used as online marketing and logistics

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management platforms. On Facebook, Twitter, YouTube, Pinterest, LinkedIn, and other Social
Media, retail online marketing is also used. Online business marketing platforms such
as Marketo, Market Bright and Pardot have been bought by major IT companies (Eloqua-
Oracle, Neolane-Adobe and Unica-IBM).
Unlike television marketing in which Neilsen TV Ratings can be relied upon for viewing
metrics, online advertisers do not have an independent party to verify viewing claims made by
the big online platforms.[58]
Benefits of online advertising
Cost
The low costs of electronic communication reduce the cost of displaying online advertisements
compared to offline ads. Online advertising, and in particular social media, provides a low-cost
means for advertisers to engage with large established communities. Advertising online offers
better returns than in other media.
Measurability
Online advertisers can collect data on their ads' effectiveness, such as the size of the potential
audience or actual audience response, how a visitor reached their advertisement, whether the
advertisement resulted in a sale, and whether an ad actually loaded within a visitor's view. This
helps online advertisers improve their ad campaigns over time.
Formatting
Advertisers have a wide variety of ways of presenting their promotional messages, including the
ability to convey images, video, audio, and links. Unlike many offline ads, online ads also can be
interactive. For example, some ads let users input queries or let users follow the advertiser on
social media. Online ads can even incorporate games.
Targeting
Publishers can offer advertisers the ability to reach customizable and narrow market segments
for targeted advertising. Online advertising may use geo-targeting to display relevant
advertisements to the user's geography. Advertisers can customize each individual ad to a
particular user based on the user's previous preferences. Advertisers can also track whether a
visitor has already seen a particular ad in order to reduce unwanted repetitious exposures and
provide adequate time gaps between exposures.

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Coverage
Online advertising can reach nearly every global market, and online advertising influences
offline sales.
Speed
Once ad design is complete, online ads can be deployed immediately. The delivery of online ads
does not need to be linked to the publisher's publication schedule. Furthermore, online
advertisers can modify or replace ad copy more rapidly than their offline counterparts.
Concerns
Security concerns
According to a US Senate investigation, the current state of online advertising endangers the
security and privacy of users.
Banner blindness
Eye-tracking studies have shown that Internet users often ignore web page zones likely to
contain display ads (sometimes called "banner blindness"), and this problem is worse online than
in offline media. On the other hand, studies suggest that even those ads "ignored" by the users
may influence the user subconsciously.
Fraud on the advertiser
There are numerous ways that advertisers can be overcharged for their advertising. For
example, click fraud occurs when a publisher or third parties click (manually or through
automated means) on a CPC ad with no legitimate buying intent. For example, click fraud can
occur when a competitor clicks on ads to deplete its rival's advertising budget, or when
publishers attempt to manufacture revenue.
Click fraud is especially associated with pornography sites. In 2011, certain scamming porn
websites launched dozens of hidden pages on each visitor's computer, forcing the visitor's
computer to click on hundreds of paid links without the visitor's knowledge.
As with offline publications, online impression fraud can occur when publishers overstate the
number of ad impressions they have delivered to their advertisers. To combat impression fraud,
several publishing and advertising industry associations are developing ways to count online
impressions credibly.

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Technological variations
Heterogeneous clients
Because users have different operating systems, web browsers and computer hardware (including
mobile devices and different screen sizes), online ads may appear to users differently from how
the advertiser intended, or the ads may not display properly at all. A 2012 comScore study
revealed that, on average, 31% of ads were not "in-view" when rendered, meaning they never
had an opportunity to be seen. Rich media ads create even greater compatibility problems, as
some developers may use competing (and exclusive) software to render the ads (see
e.g. Comparison of HTML 5 and Flash).
Furthermore, advertisers may encounter legal problems if legally required information doesn't
actually display to users, even if that failure is due to technological heterogeneity. In the United
States, the FTC has released a set of guidelines indicating that it's the advertisers' responsibility
to ensure the ads display any required disclosures or disclaimers, irrespective of the users'
technology.
Ad blocking
Ad blocking, or ad filtering, means the ads do not appear to the user because the user uses
technology to screen out ads. Many browsers block unsolicited pop-up ads by default. Other
software programs or browser add-ons may also block the loading of ads, or block elements on a
page with behaviors characteristic of ads (e.g. HTML auto play of both audio and video).
Approximately 9% of all online page views come from browsers with ad-blocking software
installed, and some publishers have 40%+ of their visitors using ad-blockers.
Anti-targeting technologies
Some web browsers offer privacy modes where users can hide information about themselves
from publishers and advertisers. Among other consequences, advertisers can't use cookies to
serve targeted ads to private browsers. Most major browsers have incorporated Do Not
Track options into their browser headers, but the regulations currently are only enforced by
the honor system.
Privacy concerns
The collection of user information by publishers and advertisers has raised consumer concerns
about their privacy. Sixty percent of Internet users would use Do Not Track technology to block

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all collection of information if given an opportunity. Over half of all Google and Facebook users
are concerned about their privacy when using Google and Facebook, according to Gallup.
Many consumers have reservations about online behavioral targeting. By tracking users' online
activities, advertisers are able to understand consumers quite well. Advertisers often use
technology, such as web bugs and respawning cookies, to maximize their abilities to track
consumers. According to a 2011 survey conducted by Harris Interactive, over half of Internet
users had a negative impression of online behavioral advertising, and forty percent feared that
their personally-identifiable information had been shared with advertisers without their
consent. Consumers can be especially troubled by advertisers targeting them based on sensitive
information, such as financial or health status. Furthermore, some advertisers attach the MAC
address of users' devices to their 'demographic profiles' so they can be retargeted (regardless of
the accuracy of the profile) even if the user clears their cookies and browsing history.]
Trustworthiness of advertisers
Scammers can take advantage of consumers' difficulties verifying an online persona's
identity, leading to artifices like phishing (where scam emails look identical to those from a well-
known brand owner) and confidence schemes like the Nigerian "419" scam. The Internet Crime
Complaint Center received 289,874 complaints in 2012, totaling over half a billion dollars in
losses, most of which originated with scam ads.
Consumers also face malware risks, i.e. advertising, when interacting with online
advertising. Cisco's 2013 Annual Security Report revealed that clicking on ads was 182 times
more likely to install a virus on a user's computer than surfing the Internet for porn. For example,
in August 2014 Yahoo's advertising network reportedly saw cases of infection of a variant
of Crypto locker ransom ware.
Spam
The Internet's low cost of disseminating advertising contributes to spam, especially by large-
scale spammers. Numerous efforts have been undertaken to combat spam, ranging from
blacklists to regulatory-required labeling to content filters, but most of those efforts have adverse
collateral effects, such as mistaken filtering.

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The purpose of doing research in the area of digital marketing is because it seem huge,
intimidating and foreign. Businesses are looking for clearer picture to start 4ut do not 6no55here
and ho5 to start doing digital marketing. In today’s time, social media channels such as
Facebook, Twitter, Google and other social media firm’s ha1e successfully transformed the
attitudes and perceptions of consumers and in the end helped re1olutionized many businesses.
This was done through measurable vast network of customers with trustworthy data with real
time feedback of customer experiences.
It is much more convenient for businesses to conduct surveys online with a purpose to relevant
information from targeted groups and analyzing the results based on their responses. Potential
customers can loo6 for re1ie5s and recommendations to ma6e informed decisionsa4out buying a
product or using the service. In the other hand, businesses can use the exercise to take action on
relevant feedback from customers in meeting their needs more accurately.
Digital marketing is the use of technologies to help marketing activities in order to improve
customers knowledge by matching their needs (Chaffey, 2013)
Marketing has been around for a long time. Business owners felt the need to spread the world
about their products or ser1ices through newspapers and word of mouth. Digital marketing on
the other end is becoming popular 4ecause it utilizes mass media de1ices li6e tele1ision, radio
and the Internet. The most common digital marketing tool used today is Search Engine
Optimization (SEO). Its role is to maximize the way search engines like Google find your
website. Digital marketing concept originated from the Internet and search engines ranking of
websites. The first search engine was started in 1991 with a network protocol called Gopher for
query and search. After the launch of Yahoo in 1994 companies started to maximize their
ranking on the website (Smyth 2007). When the Internet bubble burst in 2001, market was
dominated by Google and Yahoo for search optimization. Internet search traffic grew in 2006 the
rise of search engine optimization grew for major companies like Google (Smyth 2007). In 2007,
the usage of mobile devices increased the Internet usage on the mo1e drastically and people all
over the world started connecting with each other more conveniently through social media.

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Chapter – III
Research Methodology

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3.1 Aims and Objectives Primary Objective
Research is a systematic and continuous method of defining a problem, collecting the facts and
analyzing them reaching conclusion forming generalizations.
Research methodology is a way to systematically solve a research problem it is a science
which explain how the research is done. There are various steps which are adopted by researcher
in the study of research process along with logic behind. Steps involved in the research process.
are as fallow:-
1) Formulating the research problem: There are two steps involved in formulating the research
problem, understanding the thoroughly and rephrasing into meaningful terms from an analytical
point of view.
2) Extensive literature survey: This is done to diagnose the problem. For this purpose books ,
company brochures and reports were concerned from past several years as well as for present
year depending on the nature of the job.
3) Preparing the research design: The preparation of research design facilitates research to be as
efficient as possible yielding maximum information. A general survey was conducted among the
employees and employers of various department and basic factor was concluded from survey the
industrial relations. The design in such that helps in studying the rigid but not the flexible and
has to focus attention on the following.
a. What is the study about?
b. Why is the study made?
c. Where will be the study be carried out?
d. What type of data is required?
e. Where can be the required data is found?
f. What period of time the study will include?
g. What will be the sample design?
h. What technique of data collection will be used?
i. How will the data be analyzed?
j. In what way the report will prepared?
4) Determining the sample size:- Once the basic factor was diagnosed next step was to defined
sample size and diagnose the questionnaire.
For this sample size and of 30 ( employees was taken from different departments.

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5) Collection of data: The data collection is an extremely important feature in any research
study. In dealing with any real life problem, it is often found that data of hand it becomes
necessary to collect data that are appropriate mainly data are of two types:-
PRIMARY DATA : Primary data are those data which are collected fresh and for the first time
and thus happen to be original in nature
In CCL, Primary data are those data which are collected through questionnaire. A set of
questionnaire was prepared with well structured questions.
SECONDARY DATA: Secondary data on other hand are those which have already been
collected by someone else and which have already been passed through statistical process. For
example Books, magazines, newspaper, internet, publications and report etc. They were available
through circulars, journals, manuals, annual, reports and official records of the personnel
department of CCL Ranchi.
6) Analysis and interpretation: After the data had been collected we analyze them with the
help of various statistical measures. The different techniques are adopted to analyze the data. All
the data and material is arranged through internal resources and the last part of the project consist
of the conclusions drawn from the report, a brief summery and recommendation are giving the
final tough to the report by setting a conclusion.
AIMS AND OBJECTIVESPRIMARY OBJECTIVE
The main objective of the study is to understand the current strategy of Digital Advertising.
SECONDARY OBJECTIVES
1. To determine the how much advertisement influence over buying behavior.
2. To determine the advertisement is beneficial for customer or not.
3. Are consumers can often become victims to advertising through the purchase of
unnecessary items?
4. What consumers look in the advertisement
5. .Which types of advertisements are most influential over your buying behavior?

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3.2 Need of the Study
Importance of Advertising
Advertising plays a very important role in today’s age of competition. Advertising is one thing
which has become a necessity for everybody in today’s day to day life, be it the producer, the
traders, or the customer. Advertising is an important part. Let’s have a look on how and where is
advertising important:
1. Advertising is important for the customers
Just imagine television or a newspaper or a radio channel without an advertisement! No,
no one can any day imagine this. Advertising plays a very important role in customers
life. Customers are the people who buy the product only after they are made aware of the
products available in the market. If the product is not advertised, no customer will come
to know what products are available and will not buy the product even if the product was
for their benefit. One more thing is that advertising helps people find the best products for
themselves, their kids, and their family. When they come to know about the range of
products, they are able to compare the products and buy so that they get what they desire
after spending their valuable money. Thus, advertising is important for the customers.
2. Advertising is important for the seller and companies producing the products
Yes, advertising plays very important role for the producers and the sellers of the
products, because
 Advertising helps increasing sales
 Advertising helps producers or the companies to know their competitors and plan
accordingly to meet up the level of competition.
 If any company wants to introduce or launch a new product in the market,
advertising will make a ground for the product. Advertising helps making people
aware of the new product so that the consumers come and try the product.

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 Advertising helps creating goodwill for the company and gains customer loyalty
after reaching a mature age.
 The demand for the product keeps on coming with the help of advertising and
demand and supply become a never ending process.
3. Advertising is important for the society
Advertising helps educating people. There are some social issues also which advertising
deals with like child labour, liquor consumption, girl child killing, smoking, family
planning education, etc. thus, advertising plays a very important role in society.
3.3 Research Plan
Time of research design: Descriptive
Sample size: 100
Sample unit: Customer
Sample area: online
Data collection
Primary data- Primary data & information have been collected through questionnaire. A set of
questionnaire was prepared with well-structured questions.
Secondary data- Secondary data were collected from books, website and annual reports and
official records of the CCL.
3.4 Data Collection Source
3.4.1 THERE ARE TWO MAIN SOURCES OF DATA:
1) PRIMARY DATA: It consists of the original information collected for specific
research. So in this research the data is collected from responds through
QUESTIONNAIRE.
PRIMARY SOURCES:
THE DATA REQUIRED FOR THE STUDY HAS BEEN COLLECTED
FROM:
QUESTIONARE : Costumer
2) SECONDARY DATA: It refers to the information gathered by someone other than the
researcher conducting the current study. Study can be internal or external to the

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organization. Secondary data provide a lot of information for research and problem
solving. Such data are mostly qualitative in nature.
SECONADARY SOURCES:
The secondary data has been collected from:
 Internet, websites
 Organizational report
 Books
 Business magazines
3.5 Sample Plan
3.5.1 SAMPLING METHOD:
Survey was done by QUESTIONNARE method.
3.5.2 SAMPLE AREA:
RANCHI
3.5.3 SAMPLE UNIT:
Costumers
3.5.4 SAMPLE SIZE:
50
3.6 Limitation of the Study:
• As the sample size was small hence conclusion cannot be generalized.
• Unwillingness and inability of respondents to provide information.
• As the strength of the company is big it was not possible to draw sample from each and
every department.

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Chapter – IV
Data Analysis

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From the feedback taken by questionnaire following are the responses:
Figure 4.1
Figure 4.2

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Figure 4.3
Figure 4.4

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Figure 4.5
Figure 4.6

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r
Figure 4.7
Figure 4.8

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Figure 4.9
Figure 4.10

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Figure 4.11
Figure 5.12

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Chapter – V
Finding, Suggestions & Conclusion

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5.1 Finding
1. Advertisements influence 90% of consumers to make a purchase.
2. Advertisement is beneficial for customer because it provide important information about
the product.
3. Consumers can often become victims to advertising through the purchase of unnecessary
items.
4. The more times an advertisement is viewed by a consumer, the more likely the consumer
is to go and buy the product.
5. Maximum customers look product information in any Advertisement.
6. Consumers make purchases after seeing or hearing an advertisement on TV (60%), in
print (45%), online (43%), and on social media (42%).
7. Advertising through traditional mediums is seen as the most trustworthy: 61% of
consumers trust TV, print (58%), radio/podcast (45%), and out-of-home (42%).
8. The least trustworthy advertising mediums are online (41%) and social media (38%).
9. Advertising influences 81% of millennial ages 18 to 34 to make a purchase and just 57%
of Baby Boomers 55 and older.
10. Those with a higher household income (55%) are more likely to make a purchase after
seeing or hearing an advertisement than middle (48%) and low (45%) household
incomes.
11. Google is favorite company in terms of their advertisement methods.
12. 50 % of Customers are pay attentions in online advertisement.
5.2 Suggestion
As we know that modern world is totally moving towards digital world, from morning to night everything
we have to go through digital term. To sale a new product digital advertisement is a good platform
because as seen above 90% of consumers influence to make purchase. Advertisement is platform where
we can spread product information to many people at very small time.
Tips for effective advertising for company
What you say and how you say it in words, sounds or pictures can be vital to your advertising
success. Aim for your advertising to:
 be noticed
 be understood
 stimulate action (such as an enquiry or visit to your store)
 Achieve an outcome (such as a sale).
The following tips will help you to meet these goals.
General tips

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 Create a distinctive and recognizable format for your advertisements. Be consistent in
using this style.
 Feature your branding prominently.
 Ensure that your advertisement is well organized and easy to follow.
 Always include relevant information your potential customers may want to know. E.g.
opening hours or your shop address.
 Make it easy for customers to contact you - do you want them to visit your website,
phone or email you, or come into your store?
 If you include your prices, make sure they are easy to find and remember.
 Ensure that all contact details, product information and prices are up to date and accurate.
 Use simple and direct language with everyday words that are easy to understand.
 Tell your customers how you can help them with their needs or wants.
 Make your unique selling proposition clear.
 Tailor your message, style and format to your target audience.
 Newspapers, magazines, directories, direct mail and billboards
 Use a headline with powerful wording or a memorable graphic to capture attention.
 Make sure graphics are high quality so they look good both in color and black and white.
 Do not include too much text, as most readers will only scan your advertisement for the
key information.
Television
 Show the idea on the screen and back it up with more information (e.g. a print
advertisement or brochure delivered directly to the viewer's home).
 Don't try to cram every product onto the screen - aim for an advertisement that is
memorable, not overwhelming.
 Use professional actors (or acting students) or voice over artists instead of family and
friends.
Radio
 Keep it simple and don't try to communicate too many ideas in a 30-second spot - one
central idea is more likely to be remembered.
 Repeat the benefits of a product, the price and the name of your business so listeners will
not forget it.
 Use a professional voice-over artist (or student) rather than trying to do it yourself.
Online
 Think about what will work best online - don't just take a print advertisement and upload
it. You may just want a headline and a hyperlink to your website.
 As reading onscreen is not as easy as in print, make sure your advertisement is clean and
uncluttered.
 Use the language of your target audience to keep them engaged.

49 | P a g e
5.3 Conclusion
Because buyers must act on the basis of incomplete information, they automatically and
consciously incur a risk in every purchase and non-purchase decision. The size of the risk buyers
perceive depends on the importance of the particular purchase and on the quantity of relevant
information about the product category and the competing brands. A purchase decision can be
considered as an optimization process through which buyers seek the product or the brand that
will yield the greatest satisfaction. The choice process can be considered as the search for the
most satisfying trade-off among brands that possess desirable attributes at different levels. This
view of the role of additional information in consumer purchase decision has implications for
advertising. An advertisement reaching a potential buyer while the buyer is seeking information
will have a greater impact, since the buyer is spared the time and effort needed to seek out this
information himself and is less likely to turn to competing brand advertisements to obtain the
additional information. In other words, buyers are generally more responsive to different brand
advertisements while they are seeking information on these brands.

50 | P a g e
Questionnaire
1. What influences you the most to try a new product or service?
Advertisements
Recommendations from friends and family
Seeing famous people use the product or service
Personal experience
Expert advice
Other, please specify:
2. How much influence do you feel advertisements have over your buying behavior?
Large influence
Medium influence
Small influence
Not sure
3. ‘Advertising is beneficial to consumers because it provides important information about goods and
services.’
To what extent do you agree with this statement?
I agree
I disagree
Not sure
4. ‘Consumers can often become victims to advertising through the purchase of unnecessary items’.
I agree
I disagree
Not sure
5. ‘The more times an advertisement is viewed by a consumer, the more likely the consumer is to go and buy
the product.’
I agree
I disagree
Not sure

51 | P a g e
6. What do you look out for in an advertisement?
Please select 3 answers.
A brand that I am familiar with and trust
Product information
Price information
Celebrities and famous people
Discounts and deals
Humour
A level of consumer interaction
7. What types of advertisements are most influential over your buying behavior?
Please select the 3 most influential methods and rank them 1 (most influential) to 3 (least influential).
Radio adverts
TV adverts
Newspaper and magazine adverts
Mail and post adverts
Email adverts
Online adverts (internet advertising)
Billboard adverts
Digital signage adverts
8. Do you pay attention to online advertising?
Yes
No
Sometimes
9. Which methods of online advertising are most influential on your buying behavior?
Please select the 3 most influential methods and rank them 1 (most influential) to 3 (least influential).
Google advertising methods
Facebook adverts
Twitter adverts

52 | P a g e
Tumblr adverts
Youtube adverts
Reddit adverts
Banner adverts (image-based ads that appear on the side, top, and bottom sections of websites)
Flash adverts (interactive e.g. shoot the target and win an iPod)
Mobile and smartphone adverts
In-game adverts (exist within computer or video games)
10. What is your favorite company in terms of their advertising methods?
Please give one answer and briefly explain why.

53 | P a g e
BIBLIOGRAPHY
Website:
https://jp.hyundaimotor.in/
https://en.wikipedia.org/wiki/Hyundai_Motor_India_Limited
https://en.wikipedia.org/wiki/Hyundai_Motor_Company
https://www.academia.edu/
https://www.managementstudyguide.com/objectives-importance-of-advertising.htm
https://clutch.co/agencies/resources/how-consumers-view-advertising-survey-2017
https://brandequity.economictimes.indiatimes.com/news/advertising/checkout-the-top-10-india-ads-
of-2018/67322944
https://www.business.qld.gov.au/running-business/marketing-sales/marketing-
promotion/advertising/tips
Magazines:

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