India is rapidly growing and the document highlights its advertising landscape, focusing on the unique concept of car branding introduced by Spinning Mantra Communication Pvt. Ltd. The research aims to understand public perception towards this innovative advertising method in Ahmedabad, using a sample of 300 customers and 100 businesses for data collection. Furthermore, it explores the global and Indian advertising industry's historical context, current trends, and future projections, emphasizing the digital transformation and evolving consumer behaviors.

1. V
EXECUTIVE SUMMARY
India is one of the fastest growing nations in Asia, as well as in the world. India, a land of more
than one billion people and enormous opportunities has a unique personality. The personality of
this country is depicted through its art, culture, industries, etc. and here dialects, culture, even
cuisine changes every 8-10 miles as one goes by.
Advertising is part and parcel of our modern life and society. From TV program, Internet or Radio,
people can find various announcements everywhere. Advertisements educate people about the
available substances in the market, enabling people to widen their knowledge. Customers refer to
the price, quality, or other benefits illustrated in ads. In short, advertisement is a good way to
present materials from which consumers can benefit.
Spinning Mantra Communication Pvt. Ltd. is established in September, 2012. They are in business
of Car Branding which means advertisements on Car. They have simple vision that to increase the
visibility and awareness of Brands/Products in millions of eyes. They are also in another 2 group
of companies named “Ridhz Mantra Events Pvt. Ltd.”, “Bless Mantra InfoTech Pvt. Ltd.
The Spinning Mantra Communication Pvt. Ltd. dreams that everyone should have their own car
so they make it simple for all class of peoples with their unique concept of Car Branding. Concept
mainly focuses on moving advertisements which can give best result to the products/brands by
cutting the clutter of market. You can make every day promotional events only at the cost of single
advertisement.
There is the specific title for any research activity. So, our title of the research is titled “An In-
depth study on Perception towards the Car Branding in Ahmedabad City” the main objective
of the research is to know the Perception of the peoples towards the Car Branding concept. I have
used Descriptive research design. I have collected the primary data through the questionnaire. The
sample size of the survey is 300 for Customers and 100 for Business/Clients. I have chosen
“Questionnaire” as a tool for primary data collection and “Internet access” for the secondary
data collection.

2. INDEX
CHAPTER POINTS PARTICULARS
PAGE
NO.
* INSTITUTE’S CERTIFICATE I
* STUDENTS’ DECLARATION II
* PREFACE III
* ACKNOWLEDGEMENT IV
* EXECUTIVE SUMMARY V
1 Industry Profile
1.1 Global Scenario of the Advertising Industry 1
1.2 History of the Advertising Industry 8
1.3 Indian Scenario of Advertising Industry 17
1.4 Growth of the Advertising Industry 21
1.5 Top Companies in the Advertising Industry 21
2 Company Profile
2.1 Organization Vision and Mission 22
2.2 Concept of the Company 22
2.3 Work pattern of the Company 23
2.4 Benefits of the Company 24
2.5 Effective Costing 25
2.6 Major advantage with the company 26
2.7 Guaranteed ROI 26
2.8 Why this Company 27
2.9 Criteria for Advertisements 27
2.10 Location and Contact details 27
3 Literature Review 28
4 Introduction about Title 34
5 Research Methodology

3. 5.1 Title of the Research 34
5.2 Research Objectives 35
5.3 Research Design 35
5.4 Source/s of Data 36
5.5 Data Collection Method 36
5.6 Population 36
5.7 Sampling Method 36
5.8 Sampling Frame 36
5.9 Sample Size 36
5.10 Data Collection Instrument 36
5.11 Analysis Tools 37
5.12 Limitation of Study 37
6 Data Analysis and Interpretation 38
7 Inferential Statics 58
8 Findings 72
9 Suggestion 74
10 Conclusion 76
Bibliography 78
Annexure 80

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Chapter-1
Industry
Profile

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1.1. GLOBAL SCENARIO OF THE ADVERTISING INDUSTRY
The media industry is undergoing rapid change along the entire value chain, propelled by
continuously rising consumer demand, digital technology, ubiquitous connectivity and evolving
devices. Even as one form of media’s growth slows or loses relative share, another takes its place,
gaining our attention with new modes of digital interaction, mobility, or social networking. And,
while technology has always been a driver of change in this sector increasing digitization has
escalated the speed of its transformation.
As a result, new trends are emerging at rapid speed around social media, mobile devices,
wearable’s, cloud computing, real-time bidding, micro-transactions, and programmatic buying
just to mention a few. These trends alter the way we access, consume, and pay for our media,
creating endless consumer choices, from infinite device options to a choice of print vs. electronic,
linear vs. on-demand, free vs. pay, own vs. rent, and transactional vs. subscription. Even when
consumers choose to access their media for “free,” they will increasingly “pay” with their digital
footprint as their online behavior is monitored and more and more advertising messages are often
targeted in real time.
The associated business model changes are profound, given that digital technology empowers
companies to reduce the boundaries between the individual steps in the value chain: aggregators
and content producers are pursuing direct-to-consumer opportunities, distributors are moving into
content production, and hardware producers are offering integrated solutions—combining devices,
operating systems, and content access on one platform. Digital developments are also propelling
the advertising industry, both in the largest categories and in a myriad of niches, from digital out-
of-home to cinema and in-game advertising— helped along by even the smallest economic
improvement. In fact, digital advertising is soon projected to overtake TV advertising, a
development perhaps unforeseen even ten years ago.
The past decade has been one of unmatched media change. Big-name media companies have come
under consolidated ownership only to have their distribution and content rivaled by upstarts and
user-generated content. Consumers have come to rely on multiple sources and are more active

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participants in their media consumption than ever before. The number of people online has
ballooned and the advent of web-enabled mobile devices has brought portability to the Internet.
The increasingly fragmented nature of the industry has made it more difficult to target consumers
en masse. And the proliferation of digital communications and social applications has accelerated
the online advertising and marketing sector—not without questions, however, about privacy and
consumers’ relationships with media.
While there are large disparities between sectors and equally large disparities between regions, the
global media industry as a whole has been remarkably stable over the past five years. Global
spending rose 6.2 percent in 2013, the fourth consecutive year of increases in the 5.9 to 6.5 percent
range. We forecast that global growth to remain stable over the next five years, varying in the 6.1
to 6.8 percent range, with an overall compound annual increase of 6.4 percent to 2018.
 Current state of the sectors
Looking across the global media industry, many of the disparities in sector growth are explained
by the ongoing transition towards digital provisional spend. Digital advertising and broadband
were the fastest growing segments in 2013, increasing 18.5 percent and 12.8 percent, respectively,
followed by video games at 9.9 percent. Both digital advertising and broadband are entirely digital
and video games are largely digital, while out-of-home advertising—at 5.1 percent, the only other
segment to grow by more than 5 percent in 2013—is benefiting from the expanding footprint of
digital boards. By contrast, the print-oriented segments were the weakest performers. Consumer
magazine publishing and newspaper publishing each declined in 2013, while educational
publishing and consumer books rose by 1.5 percent or less. Taken together, the four print-oriented
segments fell by 1.4 percent. The remaining segments expanded at modest rates in 2013. TV
advertising, audio entertainment, and cinema each rose by 3 percent or more, while in-home video
entertainment grew by 4.6 percent.

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 Outlook for sector spending
We expect digital advertising, broadband, and video games to continue to lead the way as the
fastest growing segments over the next five years, with projected compound annual increases to
2018 of 15.1 percent, 9.6 percent, and 9.3 percent, respectively. TV advertising, out-of-home
advertising, and cinema will be the only other categories to grow by more than 5 percent on a
compound annual basis.
The print-oriented segments will remain the weakest over the next five years. Consumer magazines
will be lower in 2018 than in 2013, while educational publishing, consumer books, and newspaper
publishing will grow at compound annual rates of 1.0 percent or less. Nonetheless, taken together,
the four print-oriented segments will increase at a 0.3 percent CAGR over the next five years, an
improvement compared with the past five years, when combined spending for the these four
segments fell at a 2.2 percent CAGR. Our expectation that these segments have bottomed out,
reflect their expanding digital revenues as well as slower declines in the print market. In fact,
consumer books and educational publishing posted small increases in 2013, and by 2016, we
project newspapers and consumer magazines to return to growth.
 Consumer spending
Just as digital spending has driven the overall media market, it has also propelled consumer
spending. Over the past five years, the digital components of consumer spending rose at a 15.0
percent CAGR compared with only 0.8 percent growth compounded annually for the traditional
components of the market. We project digital consumer spending to continue to be the principal
market driver, increasing by a projected 10.3 percent compounded annually to 2018, compared
with a 1.8 percent projected CAGR for traditional consumer spending. Digital consumer spending
will overtake traditional consumer spending in 2015 and will be 26 percent larger by 2018.

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 Key global drivers
1. Digital spending will fuel overall growth.
The digital share of total media spending rose from 25.1 percent in 2008 to 40.1 percent in 2013.
Over the next five years, we project digital spending to grow another 11.4 percent compounded
annually, generating 78 percent of the projected increase in total media spending over that period.
Concurrently, the non-digital component of the market will expand at only a 2.5 percent CAGR.
As a result, digital spending is projected to make up a majority of total global media spending by
2018 with 50.3 percent.
2. Improving economies will lead to faster media growth.
As noted the global media market is sensitive to the economy. Relatively weak economic growth
over the past five years in North America and Western Europe, for example, has been associated
with slow growth in media spending in those areas. Globally, media spending has risen at a 4.8
percent CAGR over the past five years, comparable to the 4.5 percent compound annual increase
in nominal GDP over the same period. During the next five years, we expect global nominal GDP
growth to improve to 6.4 percent on a compound annual basis. Not surprisingly, we expect media
spending to improve as well, matching the increase in global GDP growth.
3. Advertising will generate most of the improvement in media growth.
Advertising is the more cyclically sensitive component of media spending and has been the sector
most affected by the weak economic climate, rising at only a 2.4 percent CAGR over the past five
years, well below the 5.9 percent CAGR for consumer spending. During the next five years, we
project that advertising growth will improve to 7.3 percent compounded annually, benefiting from
stronger economic growth. While consumer spending, which has been less affected by the weak
economy over the past five years, will benefit less from the stronger economy over the next five
years. As a result, growth in consumer spending will improve by only a projected two-tenths of a

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percentage point, growing 6.1 percent compounded annually to 2018. In contrast with the past five
years, therefore, advertising will be the faster-growing category over the next five years.
4. Access to content is replacing ownership of content.
Consumers are spending less to buy and own content, while spending more to gain access to
content. In home video, physical sales are falling, while digital streaming is rising. In recorded
music, consumers are not only buying less music in physical formats, but they are also cutting
back on digital downloads, shifting their spending to streaming subscriptions and increasing their
usage of ad-supported streaming services. With video games, free-to-play games are gaining share,
funded by in-game upgrades, micro transactions and advertising. In fact, spending on access in the
recorded music and home video categories represented only 2 percent of spending on ownership
in 2008, but by 2013 that share had risen to 21 percent. By 2018, we project that the share of
spending on access will have jumped to 71 percent.
5. Rising tablet and smartphone penetration will continue to drive mobile spending.
The mobile components of the global media market are booming. Global mobile advertising rose
83.9 percent in 2013 and will increase by a projected 34.5 percent compounded annually over the
next five years. After rising 19.2 percent in 2013, spending on mobile Internet access will also
continue to expand at double-digit annual rates, rising by an estimated 11.6 percent compounded
annually through 2018. Three key trends are fueling this growth: still increasing penetration of
tablets and smartphones, enabling easier internet browsing; upgrades in wireless infrastructure that
enable faster connectivity; and continued growth in a number of applications for mobile.
6. Consumer spending on print media will continue to support the market.
Much of the attention in the media industry is focused on the more vibrant parts of the industry—
box office, recorded music, concerts, video games, and home video—and on the growing digital
components of the print media—electronic books and digital newspaper and magazine circulation.
What can be forgotten is that consumer spending on print media is still formidable. In fact,

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S.V. Institute of Management, Kadi.
consumers spent more on print newspapers in 2013 than they did on video games, home video,
box office, recorded music, or concerts.
Consumer-book print spending was also well above spending for the home video, box office,
recorded music, or concert markets. In addition, spending on the four print media—newspapers,
consumer books, educational books, and consumer magazines—taken together exceeded total
spending on TV subscriptions in 2013.
7. Box office resilience will fuel consumer spending.
Despite a shortening release window and the emergence of digital over-the-top home video
alternatives, box office spending worldwide is flourishing, rising a cumulative 32.2 percent
between 2008 and 2013. We expect box office to continue growing apace, increasing by a
cumulative projected 28.1 percent over the next five years due to the digitization of cinemas and
growth in the number of screens in some countries.

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1.2. HISTORY OF ADVERTISING INDUSTRY
 ORIGIN OF ADVERTISING
The origins of advertising lie thousands of years in the past. One of the first known methods of
advertising was an outdoor display, usually an eye-catching sign painted on the wall of a building.
Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and
Pompeii. An outdoor advertisement excavated in Rome offers property for rent, and one found
painted on a wall in Pompeii calls the attention of travelers to a tavern situated in another town.
As much as some three thousand years ago Papyrus sheets were used in Thebes in Egypt for
announcing the reward for return of runaway 1 slaves .The first advertisement was somewhat in
the form of stenciled inscriptions. Which were found on earthen bricks prepared by the
Babylonians about three thousand years before Christ. The bricks carry the name of the temple in
which they were used and the name of the king who built it, just as a modern public building which
contains a corner stone or stone tablet with the names of officials in office when the structure was
erected. The method was to cut a stencil in hand stone and with it each brick was stamped while
the clay had been in its son stage. The kings who did this had advertised themselves to their 2
subjects which could be read in hieroglyphics"
In medieval times a simple but effective form of advertising was very popular. Merchants
employed the so called "town criers" who shouted the 3 4 praises of the merchants' wares and the
arrival of trade-ships. Printed advertising played no big role until the invention of the printing press
by Johannes Gutenberg in 1445. Now the printers and later the merchants used little flyers to
advertise their products. These flyers often contained characteristic symbols of the guild members
and the tradesmen and were also used as a poster on walls. This form of advertisement lasted for
a very long time.
In the olden days, advertisements were more passive and extremely limited in scope. The earliest
forms of advertisements were sign boards and writings on the walls of prominent buildings.
Sampson (1874) in his History of Advertising, which was first published in 1874, points out that

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"signs over shops and stalls seem naturally to have been the first efforts in the direction of
advertisements and they go back to the remotest portions of the world's history ''5. These early
signs were, for the most part had been made of stone or terra cotta "and set in to the pilasters at the
sides of the open shop 6 fronts”. Later, signs were hung over the walks and above the entrances of
shops. Some of them had been extended entirely across the streets.
In the 1880s a new era of advertising began: New methods of manufacturing led to greatly
increased outputs and decreased costs for the producers of consumer goods. The products at that
time could be packaged at the plant itself. Moreover, the telegraph network came into existence
and a network of rail - roads, had also crisscrossed the continent. All these were the factors, which
allowed a nation-wide distribution and nation-wide advertising. This state necessitated the growth
of advertising agencies and dictated their activities. The most widely advertised consumer products
at that time had been the patent medicines.
Broadly speaking the history of advertising might be divided into six periods or stages as follows:
 Pre-printing period, prior to the Fifteenth century.
 Early printing period from the Fifteenth century to about 1840.
 Period of expansion, from 1840 to 1900.
 Period of consolidation from 1900 to 1925.
 Period of scientific development, from 1925 to 1945; and
 Period of business and social integration from 1945 to the present.
 Pre- Printing Period
The 'Town crier' was the first means of supplementing sign advertising during the Pre-printing
period. The 'criers' had charters from the Government and were often organized in a sort of union.
Their numbers were usually restricted. In the province of Berry, in France, in the year 1141, twelve
'Criers' organized a company and obtained a charter from Louis VII giving those 7 the exclusive
privileges of town crying in the province. The Power of commercial criers grew until they were
able in some instances to obtain an edict from the ruler of the land forcing shopkeepers to employ.

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 'Crier'.
 Early Printing Period
The invention of the printing press and the revival of learning meant much to business. It had led
to the production of advertisements in large quantities for wide distribution. The first printed
English advertisement was an 8 'handbill' or 'poster' announcement written by William Caxton in
1472. A copy of that advertisement is exhibited in Plate No. - I and the changing styles of
Advertisements in Kerala from early periods to the present time are shown in Plate No. - II.
 HISTORY OF ADVERTISING IN INDIA
Advertising in India dates back to the Indian civilization. Relics of Harappa, Mohenjo-Daro
indicates names engraved on exquisite earthen, stone or 21 metal works, which IS comparable to
the present trade mark system. Paintings or writings on wall indicating slogans or stone engravings
indicate a form of 22 advertising. The earliest forms of advertising were mostly used for religious
purposes. That is, advertising was in the form of a propaganda. To spread the teachings of Buddha,
the emperor Ashoka of Kalinga set up rock and pillar edicts 23 all over the Indian Territory
between 563 and 232 B.C. These rock and pillar edicts can be called the forerunners of poster
advertising of today. Thus .it was the outdoor advertising that came to light with the point of sale
display in market places. The indoor visual communications were the wall paintings in the cave
temples of Ajanta, Sanchi and Amraoti. Literally the Indian Advertising starts with the hawkers
calling out their wares right from the days when cities and markets first began.
Till the advent of British rule in India, advertising was not taken for business purposes. The reasons
were that India was the unique example of household industrial activities. At the time of British
entry, India was in Village Economy stage where the relations between the producers and
consumers were direct. The local markets were weekly and the producers displayed their wares by
shouting and giving samples for promoting their trade. The skills of Indian artisans in the areas of
textiles - silk and cotton and metal works were all accepted and there was no need of any special
efforts of advertising.

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British settlement and ruling from 1600 onwards brought about certain changes in our country.
British needed advertising efforts to popularize their goods, particularly the luxury goods. They
made it possible through the print medium. The first printing press was brought by Portuguese in
1556, which was used exclusively for printing Christian literature. It was only in 1780 that the first
Indian newspaper was started, namely the 'Bengal Gazette' in Calcutta. By 1786, there were four
weekly newspapers and a few monthlies published from Calcutta.
It was in the 'Bengal Journal' that all the government advertisements were printed during that
period. In 1790, ' The Courier', published from Bombay during that period also contained
advertisements in various Indian languages, namely Marathi, Guajarati. Konkani, Urdu and
Kannada. In 1791, the government Gazette was started in which all the Government
advertisements in different provincial languages were printed. Though the first newspaper in an
Indian language was started in 1833, it took pretty longer time to put advertisements in Indian
languages. There were no advertising agencies but the newspapers had 24 provided the services of
space selling.
The origin of commercial advertising in India is relatively recent. 'B. Dattaram and Co.' was the
first advertising agency promoted in the country in 1905 25. The growth of Indian advertising too
has been slow with the pre-independence era. Only a few companies were engaged in the business
of advertising on an unprofessional basis and had remained almost confined to the media buying
services with Very little creative work. Until the outbreak of the World War 1 (1914-1918), most
of the advertising was planned and placed by the foreign manufacturers. During the First World
War, the newspaper circulation was increased as the people were interested in hot news of war
affairs. During the post war period Indian market was flooded with foreign goods that gave a lot
of spurt to newspaper advertising so that more and more space had been reserved for advertising.
After the First World War, the Indian agencies failed because of the acute competition, mostly
from the British and the American agencies. The Indian agencies had a tough time but could learn
the importance of agency business as a rich source of employment and earnings. It made them to
try the outdoor advertising media as many of the newspaper media were under the control of
foreign agencies.

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In 1918, the first professionally managed modern advertising agency, 'Tats Publicity' was started
by Lastromach a British army officer in Bombay, followed by D. Jekey More's operation in 1929
and the 'Thompson 26 Advertising Agency' which started its operation in India in early 1930's.
In fact, 1930's can be considered as the period of consolidation in the history of Indian advertising.
The 'Swadeshi' movement made a turning point in the history of advertising in India as this
movement had led to the increased appearance of advertisements in the country with a view to
popularize Indian goods against the imported stuff. Indian advertising has had many changing
faces. The pre-independence advertisements were mostly about ladies goods, gents' clothes,
travelling, restaurants and hotels and entertainments for the British people in India. Motor cars,
electricity and lifts in houses were considered to be the items of luxuries in those periods. Many
of the early advertisements were about hotels four wheelers, tea, gramophones, cotton goods,
tailoring shops, etc., and their target audiences were the British people in India, the princely
families and the people from the upper strata of the society. It is only after independence and the
abolition of the princely order that a new -born middle class received attention of advertisers.
As against 14 Advertising agencies in 1914, there were 45 agencies in 1944, indicating over a
threefold increase in the number of agenciesz7. However, the gross annual media billing was just
Rs.5crores. This indicates that the initial stages were marked by a slow growth in advertising
agencies in the country. Among the reasons cited for such a sluggish growth were the unfavorable
attitudes of companies towards advertising, limited market, slow pace of industrialization and lack
of competition.
The first full-fledged Indian advertising agency was set up in 1931. The increased competition
demanded a thorough improvement in the quality of advertising work and services. To improve
the art-work and copy illustration, Indian agencies used to send their employees abroad for special
training. The All India Radio started telecasting various programmers in 1936. In 1939, the Indian
and Eastern Newspaper Society was founded to protect and promote the legitimate interests of the
newspapers and to deal collectively with the 28 Government, agencies and the advertisers. In 1941,
Indian Languages Newspapers Association was formed to deal with the problems of Indian
language newspapers.

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By the end of World War II, the political and economic scene underwent a sweeping change.
Consequently the scarcity conditions prevailing in the Indian economy gave much impetus to the
growth and development of light and small industries. In 1945, the Association of Advertising
Agencies of India (A.A.A.I) was formed to raise the standard of advertising and regulation of
advertising practices through a code of conduct. In 1948 Audit Bureau of Circulations of India
(A.B.C.I) was started on the lines of A.B.C of America. In 1952, the Indian society of Advertisers
was formed to promote the interests of advertisers so as to raise the standard of Indian advertising.
Until independence, the number of large scale industries in India were limited. Though there were
some foreign cosmetic Industries in major cities, their products were not of any natural popularity.
After independence, the Five Year Plans were implemented and several factories and large - scale
projects have emerged.
Consequently, production and transportation facilities have increased tremendously. These spurts
in various activities enabled the distribution of products anywhere in the country and this marked
the beginning of the 'Golden Age' of advertising in 29 India Advertisements in the Indian print.
Media achieved a considerable importance only from the beginning of the Twentieth century.
Educational development and the popularization of media had also contributed much to the
expansion in the field of advertising in India. Advertisers' Club of Bombay was started in 1955
and such clubs had emerged later in all the metropolitan cities in India. The telecasting of
programmers through TV had commenced in India on 15th September 1959 at Delhi. Besides
these, there are some other forms of publicity used by the advertisers, which include the use of
short films, slide shows, messages on the radio and in TV. TV advertising has become popular in
India as it is abroad. Film Advertising has also attained popularity among the advertisers and the
consumers alike in India to a large extent as these could be exhibited through cinema theatres even
in the remotest hamlets in the country by many advertisers. Radio Advertising has been introduced
by the All-India Radio 30 at Bombay from 1st
November 1967.
This pilot project was started with commercials being put over low power Vividh Bharati
transmitters at Bombay, Poona and Nagpur it has gained a wide popularity among the traders and
industrialists. Radio Advertising has also been introduced in Calcutta since September 1968 and
later extended to Delhi, Madras, Tiruchirappalli (l969); Chandigarh, Jullundur, Bangalore,

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Dharwar, Ahmedabad, Rajkot, Kanpur, Lucknow, Allahabad (1970), Hyderabad - Vijayawada
(1971) , Bhopal, Indore, Cuttack, Jaipur. Jodhpur, Patna, Ranchi, Trivandrum, Calicut and Srinagar
(1975). Advertisement have been accepted in many languages as tape recorded spots of various
durations Sponsored programmers have been introduced in radios since May 1970. Now more than
85 percent of the total population in the country is covered by the All India Radio (A1R).
The television age has now dawned on India. It started in a very humble fashion by way of
experimental transmissions at Delhi on 15 September 1959 the early television advertisements
were merely stills with voice-overs or short versions of cinema advertisements. Regular TV was
first introduced in 1965, and there has been a large scale expansion. The television set up in India
was delinked from the All India Radio on 1st
April 1976 under its new name 'Doordarshan'. A
separate department meant for the full development of the medium and specialized skills peculiar
to television. Presently there are eight TV stations in the country. The year 1976S-77 was a turning
point in the history of Indian advertising. It was in this year that the Doordarshan (DD) started
accepting advertisements. Commercial advertising on television was introduced in a small way on
1st
January, 1976 and the revenue from commercial advertising has shot up at an astronomical rate,
leading to a flooding of sponsored programmers and the opening of a second channel in Delhi and
Bombay.
The first burst of public sector advertising was in the 1980's but what catapulted the industry on to
a higher plane was the landmark launch of color television on August 15. 1982. Color printing in
Newspapers and Magazines also brought about a new hue to their readability. To proclaim the
serious role of advertising in competitive scenarios, the Advertising Standards 31 Council of India
(ASCI) was born. The 1980's also witnessed the first round of sponsored television programming.
From an Rs.100 million Industry in 1955, to Rs.1600 million in 1978 and to a Rs.50,000 million
industry in 1999, the 32 advertising industry has traversed a long way Satellite TV has ushered in
epochal changes in entertainment in awareness of trends and lifestyles abroad. It has also
dramatically expanded media options and influenced the styles and substances of advertising,
which is 33 now richer and stronger in imagery and emotional appeal . The economic liberalization
of the past twelve years has created challenges as well as opportunities for advertising. Indian
products and services face fierce competition, both nationally and internationally. International

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brand wars are now being played out on Indian turf. During the last cricket world cup - 2003, the
television image of giant, Coke bottles being wheeled on to the pitch to serve cricketers "the
official drink" was obliterated by that of cricket celebrities swilling Pepsi and wise cracking the
Pepsi slogan "Nothing official about it".
Market researches by various organizations have also been making spectacular strides in India.
Hindustan Lever, the biggest marketing conglomerate of consumer goods in India, for instance,
has pioneered the market research, particularly in rural India. Hindustan 'Thompson Associates
(HTA) and Lintas perhaps lead the country in market research competence. Specialist market
agencies such as MARG and MODE have also come up offering their specialized services to the
producers and marketers of both the industrial and consumer goods. In 1994-95, the total N
Advertising in India came to the tune of Rs.775crores, in which the DD's share was Rs.400crores.
Out of these, Rs.200crores was advertised on the network and the satellite channels accounted for
the 34 remaining Rs.175crores, Consequent upon the Globalization, the Indian advertising firms
have also been entering into the sphere of global tie-ups. The styles and the ways of presentation
of advertisements have also been changing rapidly in India.
Advertising on the Internet is also growing rapidly in India. India's online advertising revenues are
expected to increase from $2.5 million in 1999 to $150 million in 2003 Technological
advancements have changed even the way of functioning of the advertising agencies in India.
Many of the advertising agencies in India are splurging on the latest gizmos (note books, digital
studios and media planning software). Computers and computer graphics have brought new power,
versatility, speed and value to advertisement production in our country. Video editing is smarter,
facile and swifter than ever before due to the use of computerized gadgets from the U.S by the
Indian commercial advertisers.
Advancements in printing technology and color processing have enabled the Indian advertisers to
bring out hi-fidelity advertisements of International standards in various magazines and
periodicals. Videotronics and special effects have also enabled the Indian advertisers to improve
the production quality of an advertisements.

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Today there are more than 50 channels, including 8 Malayalam channels, active and vying for a
share of the mind and money of the advertisers. Even the behemoth Doordarshan has woken up to
the market reality of fierce competition leading to a tie-up with the CNN for the new channel.
Advertisement Researches have indicated that even the rural folk in our country have started
watching programmers like Oshin, Santa Barbara, Matrix, Superman, Tom and Jerry and Alias,
unlike the traditional programmers filled with Mythological Indian heroes and heroines.
Some brilliant examples of timing and relevance of the history of Indian advertising. In the recent
past have been Ankhita Jhaveri, the child model, who made 'Rasna' a household name in the 1980's;
Penny Vaz and Remo Fernandez as they echoed ' Yehi Hai Right Choice" for 'Pepsi'; Circus artists
modeling for 'Action Shoes', which was broadcasted just before the Tele-serial 'Circus'; 'Britannia
biscuits' advertising Amjad Khan just before the immortal lines of 'Sholay' film. The styles and
ways of presentation of advertisements by various advertisers have changed drastically during the
recent years. Sachin Tendulkar voraciously grabbing a 'Britannia Tiger biscuit' from an impish
child, Mohammed Kaif sharing 'Lays potato chips' with film star Saif Ali Khan, and guys like
Harbhajan Singh. Rahul Dravid and Sourav Ganguly playing jungle games with a 36 lion in a
'Pepsi' advertisement have become the style of the day.

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1.3. INDIAN SCENARIO OF ADVERTISING INDUSTRY
The Indian Media and Entertainment (M&E) Industry, one of the most vibrant and exciting
industries in the world, has had a tremendous impact on the lives and the Indian economy. As the
M&E industry widens its reach, it plays a critical role in creating awareness on issues affecting,
channeling the energy of and building aspirations among India’s millions. As it entertains and
informs the country, the M&E industry has been a catalyst for the growth of large parts of the
Indian economy. Take for example, a villager – illiterate and previously unaware of what life has
to offer, who begins to see a better life through entertainment programs on TV and aspires for a
better life for him and his family. This drives demand for various products and services. These
aspirations have been key to self-motivated transformation taking deep root in India –
Transformation not just from handouts and government schemes, but transformation stemming
from ambition and aspiration. The media plays a significant role in our lives today and is all
pervasive with touch points ranging from television to newspapers to films to radio to outdoor
properties. With the addition of new media such as social networking services, animation and
VFX, online gaming and applications running on mobile devices, a new dimension has been added
to the world of media that was dominated by traditional media. In addition to their implicit impact,
all media platforms provide a great opportunity to carry explicit messages to create social impact.
Further, interactive and social platforms give people a voice.
Examples include –
• Films: Short films on disadvantages of tobacco consumption/smoking before each film screening
in a theatre.
• Television: TV shows on social issues to raise awareness, such as Crime Patrol – Dastak (Sony
Entertainment Television), Savdhaan India – India fights back (Life OK) and Satyamev Jayate
(Star Plus).
• Radio: Content highlighting social initiatives aired on radio such as Mirchi for Muzaffarnagar
(Radio Mirchi), Munni Vardaan Hui (Red FM), and Green Ganesha.

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• Print: Friends of Hindustan (Print campaign by Hindi daily Hindustan in Patna), Good is in our
DNA (print campaign by DNA).
• Social Media: UNICEF India’s campaign of ‘Take Poo to the Loo’ on Facebook, Twitter and
You Tube to spread the message of the harmful effects of open defecation connects consumers
with each other and provides a platform for opinion generation.
In calendar year 2013, the Indian Media & Entertainment (M&E) industry registered a growth of
11.8 per cent over 2012 and touched INR 918 billon. The overall growth rate remained muted,
with a slow GDP growth and a weak rupee. Lower GDP meant lower demand from the consumer
and this impacted advertising. At the same time, the industry began to see some benefits from the
digitization of media products and services, and growth in regional media. Gaming and digital
advertising were the two prominent industry sub-sectors which recorded a strong growth in 2013
compared to the previous year, albeit on a smaller base. For projections till 2018, digital advertising
is expected to have the highest CAGR of 27.7 per cent while all other sub-sectors are expected to
grow at a CAGR in the range of 9 to 18 per cent. Overall, the industry is expected to register a
CAGR of 14.2 percent to touch INR 1785.8 billion by 2018.
The Indian M&E sector showed some resilience and began to grapple seriously with some
structural issues it has long talked about but not engaged with. These include TV and Print industry
measurement, advertising volumes, inventory and rates, actions to see digitization through and
reap its benefits, working out the MSO-LCO relationship, copyright laws and operational
efficiency. Many of these remain alive and will take a few years to sort through. Others, like phase
III of radio – are still pending regulatory action.

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 INDIAN ADVERTISING AGENCY
 Structural factors to Drive Advertising Agency growth in India
While advertising revenue growth is largely related to strong economic growth in the economy,
we believe Newspaper publishing in India is set to grow owing to the following inter-related
structural growth drivers.
 Low Penetration
One of the key factors influencing allocation of ad spends towards different media platforms is
reach. The reach of Advertising Agency in India is significantly low at 38% constrained by poor
literacy and income levels. However, its reach in the urban areas at 58% is substantially higher
compared to the rural areas at 30% (FICCI-Pwc Report on Media, 2011). Even though, reach of
Advertising Agency is lower than television, it is witnessing faster growth in terms of reach
compared to television. Moreover, the Advertising Agency penetration is higher among people in
the upper socio-economic classes, in % terms, compared with those in the lower brackets.
However, due to the sheer number of people falling in the lower brackets, the number of print
readers in the lower strata outnumbers the readers in the upper strata on an absolute basis,
indicating strong headroom to grow readership numbers.
 Improving literacy levels
According to NRS 2006, literacy levels in India have risen form 69.9% to 71.1%. Literacy levels
in urban areas at 85.3% witnessed a 90bp rise whereas rural areas at 64.8% witnessed rise of 120bp
during 2006. Moreover, readership (dailies and magazines combined) increased to 222mn from
201mn. This has led to significant scope for the growth for newspapers publications in terms of
untapped potential readers. The fact that out of the 359mn people in India who can read but do not
currently read any publication, 68% can read Hindi indicates strong potential for readership
growth. Also, 20mn of these literate nonreaders belong to the upscale SEC A and B segments
(higher socio-economic brackets), which can help publishers attract strong advertising revenues.

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 Improving Affordability
Rising income levels coupled with aggressive marketing by Advertising Agency companies is also
driving growth of Advertising Agency in India. It should be noted, each regional daily is read by
almost 7-9 readers compared to 2-3 readers for English dailies, which indicates the potential for
higher push up circulation in terms of discounted cover prices and incentives (subscription
schemes) have not only accelerated penetration of dailies, but have also helped push multiple
dailies into homes.
 Convergence – Playing its part in Advertising Agency
Sitting on huge cash piles and with the ability to generate strong cash flows, Advertising Agency
companies have started to realize the importance of convergence of media platforms and moving
beyond their core business. Rising competition, the need to capture a larger advertising pie and
ability to derive cross-synergies are some of the key reasons necessitating this transformation.
We expect the India Advertising Agency industry, estimated at Rs144bn, to grow to CAGR of
14.8% to Rs282bn over FY06-11. Advertising revenue should clearly lead the growth with a
CAGR of 16.8%, whereas we anticipate circulation revenue growth of 8.8%. a booming economy,
increasing literacy, rising incomes and low media penetration are some of the factors driving the
India Advertising Agency.

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1.4. GROWTH OF THE ADVERTISING INDUSTRY
While making the appraisal about the effects of a new communications medium, almost every time
there is ascertain amount of ambiguity to the way it will advance and flourish. It is not at all
possible to anticipate the definitive traits that will make it gel with proper culture. When something
is new and one of the kinds, there is nothing else which can be used as the basis for our expectations
and hence, comparison is made with the different types of media. For this reason, it becomes very
hard to forecast and hypothesize, not only about the future operation of the technology, but also
about the impression and impact it will have on culture lifestyle and also on society. As consumer
wallets swell and companies slug it out to capture a larger share of these wallets, the advertising
industry continues to make its importance felt registering a robust growth of 21.5% in CY2011 to
Rs195bn. Advertising Agency continues to account for the largest share of the advertising pie at
48.1% registering a strong 20.5% growth during the year. In terms of contribution to the total pie,
both the traditional platforms viz., Print and Television are expected to converge in CY2011. Low
ad spends relative to GDP, buoyant economies growth and high growth in new media platforms
are expected to drive a steady 19.3% CAGR in revenues for the advertising industry during
Cy2011-2012.
1.5. TOP COMPANIES IN THE ADVERTISING INDUSTRY
 Dentsu
 Omnicom Group
 3WPP Group
 Publicis Group S.A.
 Interpublic Group
 Hakuhudo DY Holdings
 Havas
 Aegis Group
 Asatsu Group
 MDC Partners

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Chapter-2
Company
Profile

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2.1. VISION AND MISSION OF THE SPINNING MANTRA
 VISION
Our simple vision is to increase visibility and awareness of brand/product in millions of eyes.
 MISSION
We get paid for bringing value to market place, only buy something that our clients would be
perfectly happy to hold if the market shut down for 10 years.
2.2. CONCEPT OF SPINNING BRANDS
 Our dream is that everyone can drive their own cars, so we make it simple for all the class.
 Our unique concept for all the people to fulfill their dream to own a CAR.
 Concept mainly focuses on moving advertisements which can give best result to the
products/brands by cutting the clutter of market. You can make every day promotional
events only at the cost of single advertisement.
 Our way is easiest for your brand to get noticed more in short period.
2.3. WORK PATTERN OF SPINNING BRANDS
 We help customers to buy the cars for a small sum of amount and we use their new vehicle
as a base of vinyl-based advertisements.
 The moment we finish paying off the EMI, the graphics are removed from vehicle.

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 So benefit is for customers as well as for our clients. Customers own the car in there budget.
 Clients can do the advertisement on the brand new cars with moving Funda in whole City
& State.
 We are also giving you the opportunity to start a revolution; to transform the way of
advertising mantras and refurbish society, with one technique at a time.
2.4. BENEFITS OF SPINNING BRANDS TO CLIENTS
 We can even provide our clients with area wise and segment wise customized selection of
cars.
 Our clients can choose cars based on their Target Audience preferences like
 College going Boy/Girl
 Office going 35+ Male/Female
 Car owners living in Premium localities
 Business class people
 Retired people
 Male driven cars
 Female driven cars
 Any specific segment you want to select
 It is assumed that a car owner of a particular group would mostly move around with people
of the same target group and thus the brand being visible to specific as well as multiple
target audiences.
 Cars can be chosen by the client based on the habits and frequency of visits of the car
owners.

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2.5. EFFECTIVE COSTING
 As we know advertisement is a major factor to promote any product/brand to get noticed
by people.
 So in this scenario different types of advertisements take place such as
 Newspapers
 Radio
 TVC
 Magazine
 Hoardings
 Mall activities
 Rural activities
 Promotional activities
 Which takes lots of financial portion of the company, but if you go with the SPINNING
BRANDS promotion, it will take less financial part as compare to the other ways of
advertisement and will give more benefits.
 Conventional ways of advertising are very costly & they give impact and visibility for short
period with higher rates.
 News Paper Ad for one day : 2 Lakh (Single Day Activity)
 Outdoor Hoardings for one month : 1.5 Lakh to 2 Lakh
 Radio 30 sec five spots for one month : 2 Lakh
 In this promotional method of spiningbrands.com, you can get citywide coverage only for,
Rs.50000 = 05 cars for 1 month = 6250 Kilometers guaranteed.

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 So you can imagine how much exceptional coverage you will get with spiningbrands.com
in reasonable rates.
2.6. MAJOR ADVANTAGE WITH SPINNING BRANDS
 Top of the mind
 Effective cost
 Increase Frequency
 Exceptional Coverage
 High Impact
 Vibrant communication
 Cut through the Media Clutter
 Boost sales
2.7. GUARANTEED ROI
 We can give you guaranteed Visibility and Product Awareness in market.
 As per our concept the cars moves with your brand and product advertisement for 1250kms
per month then imagine how much exceptional visibility your brands will get…!!!
 Therefore, from the beginning at home to the ending at home where thousands of eyes
will catch your brands and product daily…

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2.8. WHY SPINNING BRAND?
 Our Presence is in all over Gujarat such as Ahmedabad, Surat, Rajkot, Baroda, Mehsana,
Sabarkantha, Banaskantha etc. with more than 15 districts.
 At present we have 500+ cars for advertisement platform.
 We provide 360 Degree advertisement solutions.
 We provide you the reporting of the Tracking for our cars on weekly basis.
 As a stand-alone advertising platform can take your brand almost everywhere.
 The brand touches every classes and masses.
 Opportunity to influence the buying habits of a lucrative and invaluable public.
2.9. CRITERIA FOR ADVERTISEMENT
 Duration : Minimum Three 3 Months
 No. of Cars : 5 Cars
 Rate : 10,000/Car/Month
 Fixed Visibility : 18750kms
2.10. LOCATION AND CONTACT DETAILS
H-103,104 Titanium City Center,
Opposite Seema Hall,
Anandnagar Road, Satellite,
Ahemdabad-380015.
Phone: 079 - 40027878 / 8866387878
www.spinningbrands.com Mail us on : associate@spinningbrands.com

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Chapter-3
Literature
Review

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INTRODUCTION:
Significant variations were determined among completely different financial gain teams,
especially, once the value of the current complete will increase considerably. This could be
attributed to lifestyles adopted by different financial gain teams. Quality and value of recent
completes impelled them to brand shift. Another space of concern is that a lot of rated their gift
soaps as simply satisfying though they need been exploitation identical complete for an extended
amount. During this perspective, FMCG firms have to be compelled to explicate their ways to
please the purchasers.
DETAIL STUDY:
At identical time, as most of the respondents are exploitation identical complete for an extended
amount of your time, new entrants got to devise appropriate plans to draw in the purchasers of
existing brands. Thus, product innovation, good selling and distribution are going to be of key
importance for FMCG product to become leaders within the business. (Dhanalakshmi & Ganesan,
2015). All the objectives of this study have been successfully obtained: firstly to identify what
factors of emotional marketing affect consumers’ purchase decision through consumer’s product
perception and brand awareness; secondly to measure direct and indirect effects of independent
variables on dependent variable of purchase decision through brand awareness and consumers’
perception; and thirdly provide recommendations for improving emotional marketing and how to
increase consumer’s brand awareness, product perception, and purchase decision. (Khoung & Bich
Tram, 2015)
The products are easily available in the market with reasonable prices. The highest brand memory,
brand recall, brand that connects with the people, pricing, overall satisfaction in the long life of
the product and communication programs designed by the company are the parameters that
influence the consumer perception. The Attitude of the people towards the products is remarkable.
They believe that the products provided them a good packaging design. (Yusuf & Fatima, 2015)

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S.V. Institute of Management, Kadi.
The study provides some useful insights for practitioners in the field of civic and political events
and activities. Results show that visual imagery has an important role to play in advertisement
effectiveness. Images can convey complex concepts in a brief manner, and visual elements can
improve understanding and stimulate various feelings and outlooks. Design and aesthetics have a
profound impact on how users perceive information, learn, judge credibility and usability, and
ultimately assign value to the promoted matters. Images and texts, when in harmony, work well
together. (Negm & Tantawi, 2015)
Online advertising has a significant influence on consumer attitudes. Ads online designed both
visually appealing or display ads and advertising information messages that include product
quality, price and other information to form various kinds of feelings and judgments as a result of
ad views, feelings and judgments affect consumer attitudes toward advertising and trust associated
with online advertising. It also illustrates that consumer behavior before acting, consumers often
develop a desire to behave based on the possibility of an attitude or action taken. (Aqsa & Kartini,
2015)
SMS advertising in India still is in a nascent stage and has a long way to go before the advertiser
and the receiver can fully utilize a service that can bring in a revolution. The study discussed in
this paper investigated consumer mental attitudes about receiving SMS-based mobile
advertisements and the relationships among attitude, intention, and behavior. As the empirical data
show, the respondents held negative attitudes about receiving mobile ads. (LOYA, 2013)
RESEARCH METHODOLOGY
Sampling and data collection-
The random sampling method was adopted for gathering samples of 70 students from Aligarh
Muslim University.
Statistical tool used-
The collected data had been analyzed by using mean rating scale, correlation, pie chart and bar
diagram.

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To understand the perceived differences between the Internet-based advertising and traditional
advertising for both brand building and directional purposes. They believe that the Internet and
Web have the potential to better support goal-oriented consumers, thus providing a great potential
for Internet-based directional advertising. Meanwhile, the study can provide practical suggestions
on how to design effective online ads to fully utilize the advantages of the Internet-based media.
(Wang, Zhang, Choi, & Eredita, 2002)
LITERATURE GAP:
This research is all about Car Branding and it’s a new concept and so it’s a literature gap for this
study.

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Chapter-4
Introduction
about
Title

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TITLE:
“An In-depth study on perception towards the Car Branding in Ahmedabad City”.
Perception (from the Latin perceptio, percipio) is the organization, identification, and interpretation
of sensory information in order to represent and understand the environment. All perception involves
signals in the nervous system, which in turn result from physical or chemical stimulation of the sense
organs. For example, vision involves light striking the retina of the eye, smell is mediated by
odor molecules, and hearing involves pressure waves. Perception is not the passive receipt of these
signals, but is shaped by learning, memory, expectation, and attention.
Car Branding means to do the advertisement on car of various brands, services and products by
which the advertisement of the product will done all over the market with the help of car
movement.

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Chapter-5
Research
Methodology

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5.1. TITLE OF THE RESEARCH
“An In-depth Study for Perception towards the Car Branding in Ahmedabad City”.
5.2. RESEARCH OBJECTIVES
 Objectives for Customers
 The main objective of this research project is to know that if the Customer see the Car
Branding then what was the impact on his/her mind and after watching advertisements on
cars how they will react.
 Whether the customers are aware of Car Branding of not.
 What is the perception related to Car Branding and will they prefer such Car Branding on
their car or not?
 Will the customers will recommend car branding to their friends/relatives/colleagues/other
and the buying intention of the customer for the various advertisement seen by them on
cars.
 Objectives for Clients/Business
 Here the main objective for the Business to know that which kind of advertising media they
are using for the advertisement for their brand with their approximate budget per annum.
 Which industry is targeting to which segment in the market.
 If they do Car Branding then what was the perception related to the Car Branding.
5.3. RESEARCH DESIGN
Descriptive Research Design.

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5.4. SOURCE/S OF DATA
5.4.1. Primary Data
 Questionnaire
5.4.2. Secondary Data
 Website
 Journals
 Magazines
 Articles
 Books
5.5. DATA COLLECTION METHOD
 Questionnaire
5.6. POPULATION
 Entire Ahmedabad City
5.7. SAMPLING METHOD
 Convenience Sampling Method
5.8. SAMPLING FRAME
 Ahmedabad City

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5.9. SAMPLING SIZE
 300 Customers
 100 Clients
5.10. DATA COLLECTION INSTRUMENT
 Questionnaire
5.11. ANALYSIS TOOLS
 SPSS Software
 Chi-Square Test
 Independent T-Test
 One way ANOVA
5.12. LIMITATIONS OF STUDY
 This study is only applicable to Ahmedabad City.
 This study is done on the data provided by the respondents.

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Chapter-6
Data Analysis
And
Interpretation

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6.1. Data Analysis & Interpretation for Customer
1. Are you aware about the various Advertising platforms?
Particulars Respondents %
Newspapers 290 97%
TV 284 95%
Radio 286 95%
Magazines 270 90%
Hoardings 265 88%
Mall Activity 248 83%
Digital Marketing 242 81%
Road Shows 243 81%
Kiosk Advertising (LCDs) 229 76%
Other 2 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
97% 95% 95%
90% 88%
83% 81% 81%
76%
1%
AWARENESS OF ADVERTISING MEDIA

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Interpretation:
The above chart shows the graphical presentation for the awareness of advertising media.
Out of the total number of respondents, majority part of respondents are aware about Newspapers
i.e. 97% and also TV and Radio both are having 95% of awareness among the advertising media.
2. Do you admire the advertisements?
Particulars Respondents %
Yes 269 90%
No 31 10%
Total 300 100%
Interpretation:
From the above chart it is shown that the 90% of the respondents are admiring the
advertisements which they seen through various types of media.
90%
10%
ADMIRE THE
ADVERTISEMENTS
Yes No

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3. For you which media is best for remembering the advertisements?
Particulars Respondents %
TV 251 84%
Newspapers 211 70%
Hoardings 146 49%
Radio 148 49%
Digital Marketing 106 35%
Magazines 94 31%
Mall Activity 81 27%
Road Shows 76 25%
Kiosk Advertising
(LCDs)
65 22%
Other 1 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 84%
70%
49% 49%
35%
31%
27% 25%
22%
0%
Best media for remembering the Ads

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Interpretation:
Out of the total number of respondents 84% and 70% are for TV and Newspapers
respectively that can easily remember the advertisements through this media of advertisements.
4. Are you aware of Car Branding (Advertisement on Cars)?
Particulars Respondents %
Yes 277 92%
No 23 8%
Total 300 100%
Interpretation:
In the above chart the graphical presentation shows awareness of Car Branding. Out of the
total number of respondents, 92% of respondents are aware of Car Branding and 8% of respondents
are not aware of Car Branding.
92%
8%
Yes No
Awareness of Car Branding

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5. Rate after seeing the Car Branding?
Statements
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Mean
Std.
Deviation
Top of the Mind 125 124 33 11 7 1.84 .927
Easy to
remember
90 167 31 9 3 1.89 .777
Brand Recalling 112 117 32 34 5 2.01 1.043
Something New 56 168 64 10 2 2.11 .7630
Eye Catching 155 107 21 14 3 1.68 .873
Interpretation:
Here in the above table the mean for the statement eye catching is 1.68 that means they are
agree with the statement that Car Branding is eye catching. The highest mean is for the statement
something new is 2.11 that means that they all are agree about this statement. All the statement
have a mean which says that Car Branding is good.
6. After watching the advertisement on the car…
Statements
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Mean
Std.
Deviation
I will search for the
product
116 120 25 30 9 1.99 1.069
I am interested in
the product
85 158 28 25 4 2.02 .912
I will buy the
product
86 104 46 42 22 2.37 1.237
I can recall the
product
123 112 38 23 4 1.91 .979

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Interpretation:
Here in the above table the mean for the statement I can recall the product is 1.91 which
says that all of the respondents are agree towards this statement and the highest mean is for the
statement I will buy the product which says that the all of the respondents are agree towards this
statement.
7. Do you have a car?
Particulars Respondents %
Yes 194 65%
No 106 35%
Total 300 100%
Interpretation:
The above Graphical presentation shows that 65% of the respondents have a Car and 35%
of the respondents don’t have a Car.
Yes
65%
No
35% Yes
No
Car Owners

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8. Will you prefer such advertisements on your car?
Particulars Respondents %
Yes 179 60%
No 121 40%
Total 300 100%
Interpretation:
Among the total number of respondents, 60% of the respondents will prefer advertisements
on their car while 40% of respondents will not prefer Car Branding.
60%
40%
Customer prefer Car Branding
Yes
No

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9. How likely would you recommend Car Branding to your Friend/Relatives/Colleagues?
Particulars Respondents %
1 15 5%
2 17 6%
3 26 9%
4 35 12%
5 69 22%
6 71 24%
7 67 22%
Total 300 100%
Interpretation:
From the above Graphical presentation it is shown that 68% of the respondents are
extremely likely that they recommend Car Branding to their Friends/Relatives/Colleagues and only
20% not likely recommend.
68%
20%
Recommend Car Branding to Others
Extremely Likely
Not Likely

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6.2. Data Analysis & Interpretation for Clients/Business
1. You are in business of?
Particulars Respondents
Manufacturer or Producer 37
Service Provider 55
Both (a) & (b) 8
Total 100
Interpretation:
From the above graphical presentation 55% of the respondents are Service Provider, 35%
of the respondents are Manufacturer or Producer and 8% of respondents are in both type of
Business.
37%
55%
8%
Type of Business
Manufacturer or
Producer
Service Provider
Both (a) & (b)

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2. In which type of Industry you belong?
Particulars Respondents %
Apparel & Clothing 18 18%
Furniture 19 19%
Construction 24 24%
Telecommunication 31 31%
FMCG 8 8%
Total 100 100%
Interpretation:
Above graphical presentation shows that 31% of the respondents are in Telecommunication
Industry and only 8% of the respondents are in FMCG industry.
18%
19%
24%
31%
8%
Type of Industry
Apparel & Clothing
Furniture
Construction
Telecommunication
FMCG

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3. Which advertisement media you are using?
Particulars Respondents %
Newspapers & Magazines 88 88%
Radio 81 81%
TVC 39 39%
Digital Marketing 25 25%
Hoardings 23 23%
Mall Activity 9 9%
Kiosk Marketing 4 4%
Interpretation:
In the above chart it is shown that most of the respondents using Newspapers and
Magazines i.e. 88% and only 4% of respondents are using Kiosk Marketing media for the
advertisements.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 88%
81%
39%
25% 23%
9% 4%
Media used for doing Advertisements

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4. What is your Approximate Budget for the Advertisements in a year in INR?
Particulars Respondents %
Below Rs.5,00,000 25 25%
Rs.5,00,000 to 15,00,000 20 20%
Rs.15,00,000 to 30,00,000 15 15%
Rs.30,00,000 to 50,00,000 20 20%
Rs.50,00,000 to 75,00,000 12 12%
Rs.75,00,000 and Above 8 8%
Total 100 100%
Interpretation:
In the above the graphical presentation it shown the Budget for the advertisements in a
year. Out of the total number of respondents majority of the respondents i.e. 25% are having the
0%
5%
10%
15%
20%
25%
25%
20%
15%
20%
12%
8%
Budget of Advertisiment per annum

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budget below Rs.5,00,000 per annum and only 8% of the respondent are having the Budget of
Rs.75,00,000 and above.
5. How you are doing advertisements for you brand?
Particulars Respondents %
In-House Ads 20 20%
Out House Ads 31 31%
Both (a) & (b) 49 49%
Total 100 100%
Interpretation:
49% of the respondents are doing advertisements of their brand by using both In-House
advertisements and Out House advertisements and 20% & 31% of the respondents are doing
advertisements by using In-House advertisements and Out House advertisements respectively.
0%
10%
20%
30%
40%
50%
I N - H O U S E A D S
O U T H O U S E
A D S B O T H ( A ) & ( B )
20%
31%
49%
DOING ADVERTISEMENT FOR THE BRAND

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6. Who is your target audience/segment?
Particulars Respondents %
Mostly All 75 75%
Women 5 5%
Men 2 2%
Business 12 12%
Young 6 6%
Total 100 100%
Interpretation:
From the above graphical presentation 75% of the respondents are targeting mostly all
consumers and only 2%, 5% and 6% of the respondents are targeting men, women and young
consumers.
75%
5% 2%
12%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mostly All Women Men Business Young
Target Audience

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7. Are you aware of Car Branding (Advertisements on Car)?
Particulars Respondents %
Yes 99 99%
No 1 1%
Total 100 100%
Interpretation:
In the above graphical presentation 99% of the respondents are aware of Car Branding and
only 1% of the respondent are not aware of the Car Branding concept.
Yes
99%
No
1%
Awareness for Car Branding
Yes
No

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8. If you do advertising on Car then your brand will…
Statements
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Mean
Std.
Deviation
Reach to sufficient
numbers of peoples.
14 72 11 3 0 2.03 0.611
Break the Clutter of
Traditional Media.
42 42 10 6 0 1.8 0.853
Have Exceptional
Visibility.
53 24 15 8 0 1.83 0.965
Better Exposure
than Traditional
Media.
38 43 10 7 2 1.92 0.971
Reach to Specific
Target Segment.
43 44 8 3 2 1.77 0.874
Be Noticed by the
Consumers.
29 57 6 7 1 1.94 0.851
Be Recalled by the
Consumers.
40 44 7 9 0 1.85 0.903
Interpretation:
In the above table it shows that the mean for the statement break the clutter of traditional
media is 1.8 which means that all respondents are agree with this statement. The highest mean for
the statement reach to sufficient numbers of peoples is 2.03 which means that all respondents are
agree with this statement.

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9. State the Level of Agreement for below statements.
Statements
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Mean
Std.
Deviation
Car Branding is New
and Effective concept
of Advertising.
41 54 5 0 0 1.64 0.578
I like to see my Brand
on Car.
45 42 10 3 0 1.71 0.769
Car Branding is not
useful concepts.
3 9 8 37 43 4.08 1.07
Car Branding may
spoil the Brand Image.
0 7 8 35 50 4.28 0.889
Car Branding is Cost
Effective.
47 41 6 6 0 1.71 0.832
Interpretation:
In the above table it shows that the statement car branding is new and effective concept of
advertising have a mean of 1.64 which means that all respondent are agree with this statement and
the highest mean is for the statement car branding may spoil the brand image is 4.28 which means
that all of the respondents are disagree with this statement.

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10. Suppose you choose Car Branding than for what Purpose / Occasion will you choose Car
Branding?
Particulars Respondents %
To create awareness 95 95%
To remind about the brand to
Consumers 67 67%
For New Product Development 43 43%
During Festivals 27 27%
During Vacation 5 5%
During Marriage Seasons 11 11%
Interpretation:
The above chart is showing the graphical presentation for the various purpose/occasion that
the respondent will choose Car Branding. Out of the total number respondents 95% respondents
will choose Car Branding to create awareness among the Customer for their brand and only 5%
respondents will choose Car Branding during the Vacation for the advertisements of their brand.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% 95%
67%
43%
27%
5%
11%
Purpose/Occasion for choosing Car Branding

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Chapter-7
Inferential
Statistics

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7.1. CHI-SQUARE
 Chi-Square for Customer
Sr. No. Hypothesis Significance
Value
Result
H0:1 Awareness of Car Branding and Gender of the
respondent are independent of each other.
.009 Rejected
H0:2 Awareness of Car Branding and Occupation of the
respondent are independent of each other.
.016 Rejected
H0:3 Awareness of Car Branding and Age of the respondent
are independent of each other.
.048 Rejected
H0:4 Prefer such advertisements on Car and Gender of the
respondent are independent of each other.
.000 Rejected
H0:5 Prefer advertisement on Car and Age of the respondent
are independent of each other.
.622 Accepted
H0:1-Awareness of Car Branding and Gender of the respondent are independent of each other.
Interpretation: Here the significance value is 0.009 which is less than 0.05 so alternative
hypothesis is accepted, it means that awareness of Car Branding and Gender of the respondent
are dependent of each other. Here male are more aware about Car Branding than female.
H0:2-Awareness of Car Branding and Occupation of the respondent are independent of each other.
Interpretation: Here the significance value is 0.016 which is less than 0.05 so alternative
hypothesis is accepted, it means that the awareness of Car Branding and Occupation of the
respondent are dependent of each other. Students are noticing more advertisements on Car.

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H0:3- Awareness of Car Branding and Age of the respondent are independent of each other.
Interpretation: Here the significance value is 0.048 which is less than 0.05 so alternative
hypothesis is accepted, it means that awareness of car branding and age of the respondent
are dependent of each other. The age group between 20-30 years are more aware of Car
Branding.
H0:4- Preference for car branding and Gender of the respondent are independent of each other.
Interpretation: Here the significance value is 0.000 which is less than 0.05 so alternative
hypothesis is accepted, it means that prefer such advertisements on Car and Gender of the
respondent are dependent of each other. Here males are more preferring Car Branding as compare
to females.
H0:5- Prefer advertisement on Car and Age of the respondent are independent of each other.
Interpretation: Here the significance value is 0.622 which is more than 0.05 so alternative
hypothesis is rejected, it means that Prefer advertisement on Car and Occupation of the respondent
are independent of each other. Age group between 20-30 years are preferring Car Branding.

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7.2. INDEPENDENT SAMPLE T-TEST
 Independent Sample T-Test with Preference for the Advertisements on Car and
Gender
H0:1 There is no difference in Perception towards Top of the Mind for the advertisement on Car
and Gender of the respondents [t (298) = 0.757, p=0.450].
H0:2 There is no difference in Perception towards Ease of remembering the advertisement on Car
and Gender of the respondents [t (298) = -0.307, p=0.759].
H0:3 There is no difference in Perception towards Brand Recalling for the advertisement on Car
and Gender of the respondents [t (298) = -0.639, p=0.523].
H0:4 There is no difference in Perception towards Something New for the advertisement on Car
and Gender of the respondents [t (298) = 2.457, p=0.015].
H0:5 There is no difference in Perception towards Eye Catching for the advertisement on Car and
Gender of the respondents [t (298) = 3.490, p=0.001].
 Independent Sample T-Test with Buying Intention for the Advertisements on Car
and Gender
H0:1 There is no difference in Buying Intention towards I will search for the product advertisement
on Car and Gender of the respondents [t (298) = 1.195, p=0.233].
H0:2 There is no difference in Buying Intention towards I am in interested in the product
advertisement on Car and Gender of the respondents [t (298) = 1.222., p=0.223].
H0:3 There is no difference in Buying Intention towards I will buy the product advertisement on
Car and Gender of the respondents [t (298) = 0.566, p=0.572].

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H0:4 There is no difference in Buying Intention towards I can recall the product advertisement on
Car and Gender of the respondents [t (298) = 2.058, p=0.040].
 Interpretation for independent Sample T-Test with Preference for the
Advertisements on Car and Gender
H0:1- There is no difference in Perception towards Top of the Mind for the advertisement on Car
and Gender of the respondents.
Interpretation: Here the significance value is 0.450 which is more than 0.05 so alternative
hypothesis is rejected, it means that there is no difference in Perception towards Top of the Mind
for the advertisement on Car and Gender of the respondents. Here the females have more impact
on their mind related Car Branding.
H0:2- There is no difference in Perception towards Ease of remembering the advertisement on Car
and Gender of the respondents.
Interpretation: Here the significance value is 0.450 which is more than 0.05 so alternative
hypothesis is rejected, it means that there is no difference in Perception towards Ease of
remembering the advertisement on Car and Gender of the respondents. Males can easily remember
the advertisement as compare to females.
H0:3- There is no difference in Perception towards Brand Recalling for the advertisement on Car
and Gender of the respondents.
Interpretation: Here the significance value is 0.523 which is more than 0.05 so alternative
hypothesis is rejected, it means that there is no difference in Perception towards Brand Recalling
for the advertisement on Car and Gender of the respondents. Males can recall the product if the
watch advertisements on car.

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H0:4- There is no difference in Perception towards Something New for the advertisement on Car
and Gender of the respondents.
Interpretation: Here the significance value is 0.001 which is less than 0.05 so alternative
hypothesis is accepted, it means that there is difference in Perception towards Something New
for the advertisement on Car and Gender of the respondents. Here females says that Car Branding
is Something New concept as compare to males.
H0:5- There is no difference in Perception towards Eye Catching for the advertisement on Car and
Gender of the respondents.
Interpretation: Here the significance value is 0.015 which is less than 0.05 so alternative
hypothesis is accepted, it means that there is difference in Perception towards Eye Catching for
the advertisement on Car and Gender of the respondents. Here females says that Car Branding is
more Eye Catching as compare to males.

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 Interpretation for independent Sample T-Test with Buying Intention for the
Advertisements on Car and Gender
H0:1- There is no difference in Buying Intention towards I will search for the product
advertisement on Car and Gender of the respondents.
Interpretation: Here the significance value is 0.233 which is more than 0.05 so alternative
hypothesis is rejected, it means that there is no difference in Perception towards I will search
for the product advertisement on Car and Gender of the respondents. Here females search more for
the product more if they see Car Branding as compare to males.
H0:2- There is no difference in Buying Intention towards I will buy the product advertisement on
Car and Gender of the respondents.
Interpretation: Here the significance value is 0.572 which is more than 0.05 so alternative
hypothesis is rejected, it means that there is no difference in Perception towards I will buy the
product advertisement on Car and Gender of the respondents. Here females buys the product more
as compare to males if they see Car Branding.
H0:3- There is no difference in Buying Intention towards I can recall the product advertisement on
Car and Gender of the respondents.
Interpretation: Here the significance value is 0.040 which is less than 0.05 so alternative
hypothesis is accepted, it means that there is difference in Perception towards I can recall the
product advertisement on Car and Gender of the respondents. Here females can recall the brand
more as compare to males after watching the Car Branding.

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7.3. ONE-WAY ANOVA
7.3.1. One-Way ANOVA for Customer
 One-Way ANOVA with Preference for Advertisement on Car and Age
H0:1 A one-way ANOVA was conducted to compare the significance difference in the Preference
towards top of the mind for advertisement on Car and Age of the respondents. There was no
significant difference in Preference towards Top of the Mind for advertisement on Car and Age of
the respondents at the p>0.05 level for three conditions [F (3) = 1.518, p=0.210].
H0:2 A one-way ANOVA was conducted to compare the significance difference in the Preference
towards ease to remember for advertisement on Car and Age of the respondents. There was no
significant difference in Preference towards ease to remember for advertisement on Car and Age
of the respondents at the p>0.05 level for three conditions [F (3) = 1.124, p=0.340].
H0:3 A one-way ANOVA was conducted to compare the significance difference in the Preference
towards brand recalling for advertisement on Car and Age of the respondents. There was no
significant difference in Preference towards brand recalling for advertisement on Car and Age of
the respondents at the p>0.05 level for three conditions [F (3) = 0.302, p=0.824].
H0:4 A one-way ANOVA was conducted to compare the significance difference in the Preference
towards something new for advertisement on Car and Age of the respondents. There was no
significant difference in Preference towards something new for advertisement on Car and Age of
the respondents at the p>0.05 level for three conditions [F (3) = 0.615, p=0.606].
H0:5 A one-way ANOVA was conducted to compare the significance difference in the Preference
towards eye catching for advertisement on Car and Age of the respondents. There was no
significant difference in Preference towards eye catching for advertisement on Car and Age of the
respondents at the p>0.05 level for three conditions [F (3) = 0.760, p=0.517].

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 One-way ANOVA with Buying Intention for advertisement on Car and Age
H0:1 A one-way ANOVA was conducted to compare the significance difference in the Buying
Intention towards I will search for the product for the advertisement on Car and Age of the
respondents. There was no significant difference in Buying Intention towards I will search for the
product for advertisement on Car and Age of the respondents at the p>0.05 level for three
conditions [F (3) = 0.911, p=0.436].
H0:2 A one-way ANOVA was conducted to compare the significance difference in the Buying
Intention towards I am interested in the product for the advertisement on Car and Age of the
respondents. There was significant difference in Buying Intention towards I am interested in the
product for advertisement on Car and Age of the respondents at the p>0.05 level for three
conditions [F (3) = 2.819, p=0.039].
H0:3 A one-way ANOVA was conducted to compare the significance difference in the Buying
Intention towards I will buy the product for the advertisement on Car and Age of the respondents.
There was no significant difference in Buying Intention towards I will buy the product for
advertisement on Car and Age of the respondents at the p>0.05 level for three conditions [F (3) =
2.165, p=0.092].
H0:4 A one-way ANOVA was conducted to compare the significance difference in the Buying
Intention towards I can recall the product for the advertisement on Car and Age of the respondents.
There was no significant difference in Buying Intention towards I can recall the product for
advertisement on Car and Age of the respondents at the p>0.05 level for three conditions [F (3) =
0.493, p=0.688].

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7.3.2. One-Way ANOVA for Clients/Business
 One-way ANOVA with Perception for advertisement on Car and Type of Industry
H0:1 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards reach to sufficient numbers of customers for the advertisement on Car and Type of
Industry of the respondents. There was no significant difference in Perception towards reach to
sufficient numbers of customers for advertisement on Car and Type of Industry of the respondents
at the p>0.05 level for three conditions [F (4) = 0.024, p=0.999].
H0:2 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards break the clutter of traditional media for the advertisement on Car and Type of Industry
of the respondents. There was no significant difference in Perception towards Break the Clutter of
traditional media for advertisement on Car and Type of Industry of the respondents at the p>0.05
level for three conditions [F (4) = 0.894, p=0.471].
H0:3 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards have exceptional visibility for the advertisement on Car and Type of Industry of the
respondents. There was no significant difference in Perception towards have exceptional visibility
for advertisement on Car and Type of Industry of the respondents at the p>0.05 level for three
conditions [F (4) = 0.473, p=0.756].
H0:4 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards better exposure than traditional media for the advertisement on Car and Type of Industry
of the respondents. There was no significant difference in Perception towards better exposure than
traditional media for advertisement on Car and Type of Industry of the respondents at the p>0.05
level for three conditions [F (4) = 1.024, p=0.399].
H0:5 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards reach to specific target segment for the advertisement on Car and Type of Industry of the
respondents. There was no significant difference in Perception towards reach to specific target

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segment for advertisement on Car and Type of Industry of the respondents at the p>0.05 level for
three conditions [F (4) = 1.389, p=0.244].
H0:6 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards be noticed by the consumers for the advertisement on Car and Type of Industry of the
respondents. There was no significant difference in Perception towards be noticed by the
consumers for advertisement on Car and Type of Industry of the respondents at the p>0.05 level
for three conditions [F (4) = 1.298, p=0.276].
H0:7 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards be recalled by the consumers for the advertisement on Car and Type of Industry of the
respondents. There was no significant difference in Perception towards be recalled by the
consumers for advertisement on Car and Type of Industry of the respondents at the p>0.05 level
for three conditions [F (4) = 0.807, p=0.524].
 One-way ANOVA with Perception for the advertisement on Car and Type of
Industry
H0:1 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards car branding is new and effective concept of advertising for the advertisement on Car and
Type of Industry of the respondents. There was no significant difference in Perception towards car
branding is new and effective concept of advertising for advertisement on Car and Type of Industry
of the respondents at the p>0.05 level for three conditions [F (4) = 1.320, p=0.268].
H0:2 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards I like to see my brand on car for the advertisement on Car and Type of Industry of the
respondents. There was no significant difference in Perception towards I like to see my brand on
car for advertisement on Car and Type of Industry of the respondents at the p>0.05 level for three
conditions [F (4) = 1.960, p=0.107].

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H0:3 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards car branding is not useful concept for the advertisement on Car and Type of Industry of
the respondents. There was significant difference in Perception towards car branding is not useful
concept for advertisement on Car and Type of Industry of the respondents at the p>0.05 level for
three conditions [F (4) = 2.618, p=0.040].
H0:4 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards car branding may spoil the brand image for the advertisement on Car and Type of Industry
of the respondents. There was no significant difference in Perception towards car branding may
spoil the brand image for advertisement on Car and Type of Industry of the respondents at the
p>0.05 level for three conditions [F (4) = 1.067, p=0.377].
H0:5 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards car branding is cost effective for the advertisement on Car and Type of Industry of the
respondents. There was no significant difference in Perception towards car branding is cost
effective for advertisement on Car and Type of Industry of the respondents at the p>0.05 level for
three conditions [F (4) = 1.425, p=0.232].
 One-way ANOVA with Perception for the advertisement on Car and Budget
H0:1 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards reach to sufficient numbers of peoples for the advertisement on Car and Perception of the
respondents. There was no significant difference in Perception towards reach to sufficient numbers
of peoples for the advertisement on Car and Budget of the respondents at the p>0.05 level for three
conditions [F (1) = 0.160, p=0.690].
H0:2 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards break the clutter of traditional media for the advertisement on Car and Perception of the
respondents. There was no significant difference in Perception towards break the clutter of
traditional media for the advertisement on Car and Budget of the respondents at the p>0.05 level
for three conditions [F (1) = .057, p=0.812].

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H0:3 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards have exceptional visibility for the advertisement on Car and Perception of the respondents.
There was no significant difference in Perception towards exceptional visibility for the
advertisement on Car and Budget of the respondents at the p>0.05 level for three conditions [F (1)
= 3.074, p=0.083].
H0:4 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards better exposure than traditional media for the advertisement on Car and Perception of the
respondents. There was no significant difference in Perception towards better exposure than
traditional media for the advertisement on Car and Budget of the respondents at the p>0.05 level
for three conditions [F (1) = 2.065, p=0.154].
H0:5 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards reach to specific target segment for the advertisement on Car and Perception of the
respondents. There was no significant difference in Perception towards reach to specific target
segment for the advertisement on Car and Budget of the respondents at the p>0.05 level for three
conditions [F (1) = 2.118, p=0.149].
H0:6 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards be noticed by the consumers for the advertisement on Car and Perception of the
respondents. There was no significant difference in Perception towards be noticed by the
consumers for the advertisement on Car and Budget of the respondents at the p>0.05 level for three
conditions [F (1) = 0.387, p=0.535].
H0:7 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards be recalled by the consumers for the advertisement on Car and Perception of the
respondents. There was no significant difference in Perception towards be recalled by the
consumers for the advertisement on Car and Budget of the respondents at the p>0.05 level for three
conditions [F (1) = 2.542, p=0.114].

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 One-way ANOVA with Perception for the advertisement on Car and Budget
H0:1 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards car branding is new and effective concept of advertising for the advertisement on Car and
Budget of the respondents. There was significant difference in Perception towards car branding is
new and effective concept of advertising for advertisement on Car and Budget of the respondents
at the p>0.05 level for three conditions [F (4) = 5.338, p=0.023].
H0:2 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards I like see my brand on car for the advertisement on Car and Budget of the respondents.
There was significant difference in Perception towards I like see my brand on car for advertisement
on Car and Budget of the respondents at the p>0.05 level for three conditions [F (4) = 6.571,
p=0.012].
H0:3 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards car branding is not useful concepts and Budget of the respondents. There was no
significant difference in Perception towards car branding is not useful concepts for advertisement
on Car and Budget of the respondents at the p>0.05 level for three conditions [F (4) = 2.242,
p=0.138].
H0:4 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards car branding may spoil the brand image for the advertisement on Car and Budget of the
respondents. There was no significant difference in Perception towards car branding may spoil the
brand image for advertisement on Car and Budget of the respondents at the p>0.05 level for three
conditions [F (4) = 1.219, p=0.272].
H0:5 A one-way ANOVA was conducted to compare the significance difference in the Perception
towards car branding is cost effective for the advertisement on Car and Budget of the respondents.
There was no significant difference in Perception towards car branding is cost effective for
advertisement on Car and Budget of the respondents at the p>0.05 level for three conditions [F (4)
= 2.664, p=0.106].

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Chapter-8
Findings

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 Most of the people are aware of the Modern method for advertisement which is Digital Marketing,
Kiosk Marketing and Mall Activity for them this is the best media for remembering the
advertisements.
 92% of the respondents are aware of Car Branding and they are agree that Car Branding is eye
catching and something new concept for doing the advertisements.
 Mostly respondents are agree that they can recall the product after seeing the Car Branding. They
also search and buy for the product to which they are interested.
 As in the survey 60% of the respondents will prefer Car Branding while remaining 40% of the
respondents says that why should they carry an advertisement of other brands on their car and also
said that by doing this so their car looks ugly.
 Mainly all of the business/clients are using traditional media for the advertisement of their brand
which is TV, Newspapers and Radio and they also doing the In-House advertisements and Out
House Advertisements for their brands.
 As in the survey it is found that most of the business are targeting mostly all peoples because 55%
of the business are in Telecommunication business.
 99% of the business are aware of Car Branding so mostly all of the business will do the
advertisements to create awareness of their brand and to remind about their product to the
consumer.
 Mostly males are more aware of Car Branding because they in the age group of 20-30 years, so
males between this age group are students and doing job.
 The age group between 20-30 years will prefer Car Branding as compare to females, so males
between this age group are students and job and they are the potential person who are in thinking
to purchase a new car.
 As males are more attractive towards the Cars and their brands so they are watching the Car more
as compare to females, so males are preferring Car Branding more than females.
 The perception of females towards the Car Branding is that they are thinking that Car Branding is
something new concepts and with the help of this they can remember the advertisements.
 As compare to males females can recall the product and they are more willingness to search the
product after seeing the Car Branding.
 Age group between 20-30 years said that Car Branding are easy to remember the advertisement.
 As in the survey it is found that FMCG industry thinks that their product will reach to sufficient
number of peoples by doing the Car Branding which breaks the clutter of traditional media.
 Mostly all industry in the survey found that they all are disagree that Car Branding is not useful
concept & may spoil the brand image.

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Chapter-9
Suggestion

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 It is to be recommend that the company should brought such advertisements which is
targeting more the age group of 20-30 years from the business/clients. As this age group
more active towards the concept of Car Branding.
 92% of the respondents in the survey are aware of Car Branding and 99% business/clients
are aware of this concept which means that there is good scope for the Spinning Mantra
Pvt. Ltd. to target the market with their business.
 As males are have more focus on the Car design and the model so they watch car more so
it is to be recommend that the company should approach to such business who are in
business of male related product.
 The company should also target the FMCG industry because they think that by doing Car
Branding their brands will reach to the sufficient numbers of peoples.
 Customers are ready to watch the advertisements through Modern media rather than
traditional media such as Newspapers, TV and Radio so there is scope to increase their
business size because peoples are now move towards the Modern media or advertising as
in the survey it is found that 76% of peoples are aware of Kiosk Marketing and 81% are
aware of Digital marketing which means peoples focusing more on Modern Media.
 The perception of the respondents in the survey was that they can easily remember the
advertisement with the help of Car Branding.

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Chapter-10
Conclusion

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The company perceived that Car Branding is useful concept and they have willingness to go for
Car Branding. Most of the peoples are aware of Car Branding concept and they are also willing to
see such advertisements which are eye catching and attract them. As the traditional media costs
more for doing the advertisements for their product or brand as compare to Car Branding, it cost
less than other traditional media. Males are more attract towards the Car Branding and they also
take interest in the product after watching the Car Branding. Company should target male
Customers for doing the Car Branding on their Car comparing to females.

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Bibliography

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S.V. Institute of Management, Kadi.
Bibliography
Aqsa, M., & Kartini, D. (2015). Impact Of Online Advertising On Consumer Attitudes And Interests Buy
Online . INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH , 230-236.
Dhanalakshmi , S., & Ganesan, D. M. (2015). Satisfaction & Brand Loyalty towards Bath Soaps: A Study of
Consumers in Chennai. International Journal of Innovative Research in Science, Engineering and
Technology, 19044-19051.
Khoung, M. N., & Bich Tram, V. N. (2015). The Effects of Emotional Marketing on Consumer Product
Perception, Brand Awareness and Purchase Decision. Journal of Economics, Business and
Management,, 524-530.
LOYA, P. A. (2013). AN EMPIRICAL STUDY OF CUSTOMER PERCEPTION TOWARDS SMS ADVERTISING AND
UNDERSTANDING ITS IMPACT ON CONSUMER PURCHASE DECISION. A Journal of
Multidisciplinary Research , 29-39.
Negm, E., & Tantawi, P. (2015). Investigating the Impact of Visual Design on Consumers’ Perceptions
towards Advertising. International Journal of Scientific and Research Publications, 1-9.
Wang, C., Zhang, P., Choi, R., & Eredita, M. D. (2002). UNDERSTANDING CONSUMERS ATTITUDE
TOWARD ADVERTISING. Eighth Americas Conference on Information Systems , -1148.
Yusuf, S., & Fatima, Z. (2015). Consumer Attitude and Perception towards Green Products . The
International Journal of Indian Psychology , 140-146.

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Annexure

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QUESTIONNAIRE
Dear Sir/Madam,
I am the student of S. V. Institute of Management, Kadi. As a part of my curriculum, I am
preparing a research project on the title “An In-depth study on perception towards the Car Branding
in Ahmedabad City”. For fulfilling the research requirements, I request you to answer the following
question and help me in my work. I ensure you that the answers given by you will be kept
confidential and will be used for academic purpose only.
(Use ‘√’ to indicate your choice)
1. Are you aware about the various Advertising platforms?
(a) Kiosk Advertising (LCDs) [ ] (b) TV [ ]
(c) Newspapers [ ] (d) Magazines [ ]
(e) Mall Activity [ ] (f) Digital Marketing [ ]
(g) Hoardings [ ] (h) Road Show [ ]
(i) Radio [ ] (j) Other………………………..
2. Do you admire the advertisements?
(a) Yes [ ] (b) No [ ]
3. For you which media is best for remembering the advertisements?
(a) Kiosk Advertising (LCDs) [ ] (b) TV [ ]
(c) Newspapers [ ] (d) Magazines [ ]
(e) Mall Activity [ ] (f) Digital Marketing [ ]
(g) Hoardings [ ] (h) Road Show [ ]
(i) Radio [ ] (j) Other………………………..
4. Are you aware of Car Branding (Advertisement on Cars)?
(a) Yes [ ] (b) No [ ]

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5. Rate after seeing the Car Branding?
Statements Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Top of the Mind
Easy to remember
Brand Recalling
Something New
Eye Catching
6. After watching the advertisement on the car…
Statements Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
I will search for the product
I am interested in the product
I will buy the product
I can recall the product
7. Do you have a car?
(a) Yes [ ] (b) No [ ]
8. Will you prefer such advertisements on your car?
(a) Yes [ ] (b) No [ ]

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9. How likely would you recommend Car Branding to your Friend/Relatives/Colleagues?
Please Tick [ √ ] any one from the given scale.
Not Extreme
Likely Likely
1 2 3 4 5 6 7
Demographic Detail:
Name : ………………………………………………………………………….....
Address/Area : …………………………………………………………………………….
Gender : .....................................................................................................................
Occupation : …………………………………………………………………………….
Age :
(a) 20 to 30 years [ ] (b) 31 to 40 years [ ]
(c) 41 to 50 years [ ] (d) 51 to 60 years [ ]
(e) 61 years and above [ ]
Contact No. : …………………………………………………………………………….
Email ID : …………………………………………………………………………….

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QUESTIONNAIRE
Dear Sir/Madam,
I am the student of S. V. Institute of Management, Kadi. As a part of my curriculum, I am
preparing a research project on the title “An In-depth study on perception towards the Car Branding
in Ahmedabad City”. For fulfilling the research requirements, I request you to answer the following
question and help me in my work. I ensure you that the answers given by you will be kept
confidential and will be used for academic purpose only.
(Use ‘√’ to indicate your choice)
1. You are in business of?
(a) Manufacturer or Producer [ ] (b) Service Provider [ ]
(c) Both (a) & (b) [ ]
2. In which type of Industry you belong?
……………………………………….
3. Which advertisement media you are using?
(Tick ‘√’ multiple options)
(a) Radio [ ] (b) Kiosk Marketing [ ]
(c) TVC [ ] (d) Newspapers & Magazines [ ]
(e) Mall Activity [ ] (f) Hoardings [ ]
(g) Digital Marketing [ ] (h) Others [ ]
4. What is your Approximate Budget for the Advertisements in a year in INR?
(a) Below Rs.5, 00,000 [ ] (b) Rs.5, 00,000 to 15, 00,000 [ ]
(c) Rs.15, 00,000 to 30, 00,000 [ ] (d) Rs.30, 00,000 to 50, 00,000 [ ]
(e) Rs.50, 00,000 to 75, 00,000 [ ] (f) Rs.75, 00,000 and above [ ]

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5. How you are doing advertisements for you brand?
(a) In-House Ads [ ] (b) Out House Agency [ ]
(c) Both (a) & (b) [ ]
6. Who is your target audience/segment?
……………………………………………………….
7. Are you aware of Car Branding (Advertisements on Car)?
(a) Yes [ ] (b) No [ ]
8. If you do advertising on Car then your brand will…
Statements Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Reach to sufficient numbers of
peoples.
Break the Clutter of Traditional
Media.
Have Exceptional Visibility.
Better Exposure than Traditional
Media.
Reach to Specific Target
Segment.
Be Noticed by the Consumers.
Be Recalled by the Consumers.

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9. State the Level of Agreement for below statements.
Statements Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Car Branding is New and
Effective concept of Advertising.
I like to see my Brand on Car.
Car Branding is not useful
concepts.
Car Branding may spoil the
Brand Image.
Car Branding is Cost Effective.
10. Suppose you choose Car Branding than for what Purpose / Occasion will you choose Car
Branding? (Tick ‘√’ multiple options)
(a) To create Awareness [ ]
(b) To remind about the brand to Consumers [ ]
(c) For New Product Launch [ ]
(d) During Festivals [ ]
(e) During Vacation [ ]
(f) During Marriage Seasons [ ]
(g) Others…………………………………………………..
Demographic Details:
Name of the Company : ................................................................................................................
Name of the Contact Person : …………………………………………………………………………
Company Address : …………………………………………………………………………
Contact No. : …………………………………………………………………………
Email ID : …………………………………………………………………………