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ABSTRACT
The project report titled “A STUDY ON ADVERTISERS’ PERCEPTION
ABOUT INDULGE A !EE"LY SUPPLE#ENT$%&lo'( )ith “T*E NE! INDIAN
E+PRESS ,% Thi- re-e&rch i- do'e i' order to -t.d/ the 0r&'d i1&(e cre&ted 0/
i'd.l(e2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&' E4pre--, I' thi- project
report the i'trod.ctio' co5er- tell- &0o.t the &d5erti-er-’ perceptio', The 'eed o6 the
-t.d/ &'d -cope 6or the -t.d/,
The -t.d/ )&- do'e 0/ per-o'&l i'ter5ie) &'d 7.e-tio''&ire 1ethod )ith &
-&1ple o6 89 &d5erti-i'( clie't- o6 The Ne) I'di&' E4pre--, The pop.l&tio' i- cho-e'
o' 5ol.1e o6 &d5erti-e1e't 0&-i-, The tot&l 5ol.1e o6 &d5erti-e1e't- 6or 6o.r 1o'th
period i- :9;ro1 the-e i' the -eco'd -t&(e2 & 6e) ele1e't- &re -elected &t r&'do1 po--e--i'(2 he
ch&r&cteri-tic, >ro1 )hich i' the third -t&(e & 6e) &re -elected &t r&'do1 -&ti-6/i'( the
ch&r&cteri-tic &'d -o o' to 6i'&ll/ 1&3e the 'ece--&r/ -electio' o6 -&1ple-, All the
-&1ple- -elected &t r&'do1 &t di66ere't -t&(e- )ill po--e- the co11o' ch&r&cteri-tic or
)ill 0e ho1o(e'eo.- o' -o1e 0&-i-,
Cl.-ter -&1pli'( i'5ol5e- &rr&'(i'( ele1e't&r/ ite1- i' & pop.l&tio' i'to
hetero(e'eo.- -.0(ro.p- th&t &re repre-e't&ti5e o6 the o5er&ll pop.l&tio', O'e -.ch
(ro.p co'-tit.te- & -&1ple 6or -t.d/,
SAMPLING SI? @ AAAAAAAAAAAAAAAAAAAAAAAAA X 1BB
T$#7; %*"9$+(*+#"
B&r ch&rt &'d Pie ch&rt- &re .-ed to e4pl&i' the t&0.l&tio' cle&rl/,
C0! – S:17%* #*"#
Thi- te-t i- o'e o6 the -i1ple-t &'d 1o-t )idel/ .-ed 'o' L p&r&1etric i'
St&ti-tic&l )or32 )he' cert&i' o0-er5ed 5&l.e- o6 the 5&ri&0le &re to 0e co1p&red
)ith the e4pected 5&l.e,
The chi L -7.&re i- co1p.ted o' the 0&-i- o6 6re7.e'cie- i' & -&1ple &'d
th.- the 5&l.e o6 chi L -7.&re, So2 o0t&i'ed i' & -t&ti-tic chi L -7.&re i- 'ot &
p&r&1eter &- it- 5&l.e i- 'ot deri5ed 6ro1 the o0-er5&tio'- i' pop.l&tio'2 *e'ce
chi L -7.&re te-t i- & 'o' L p&r&1etric te-t, Chi L S7.&re te-t i- 'ot co'cer'ed )ith
&'/ pop.l&tio' di-tri0.tio' &'d it- o0-er5&tio',
The chi L -7.&re te-t )&- 6ir-t .-ed i' te-ti'( -t&ti-tic&l h/pothe-i- 0/ 3&rl
per-o' i' the /e&r, :C99 it i- de6i'ed &-2
' Oi L Ei$ ;
Chi L S7.&re M N EEEEEEEEEEEEE
i M: Ei
!here2
Oi M O0-er5ed 6re7.e'c/ o6 ith e5e't
Ei M E4pected 6re7.e'c/ o6 ith e5e't
CHAPTER 2 PROFILES
2.1 INDUSTRY PROFILE
N*C" 979*% 67%D*#
S.r5e/ re-.lt- 6i'd th&t tr&ditio'&l jo.r'&li-tic 5&l.e- re1&i' i1port&'t &t 1&r3etE
orie'ted 'e)-p&per-2 tho.(h -e'ior editor- te'd to report 1ore i'ter&ctio' )ith
dep&rt1e't- o.t-ide the 'e)-roo1 E i'cl.di'( the &d5erti-i'( dep&rt1e't,
I' & 1&r3etEorie'ted 0.-i'e--2 the c.-to1er i- .'7.e-tio'&0l/ 3i'(, The
-.cce--6.l 1&r3etEorie'ted 6ir1 ide'ti6ie- & pote'ti&l 1&r3et opport.'it/2 -elect- & (ro.p
o6 c.-to1er- th&t it )&'t- to -er5e &'d de5elop- & -tr&te(/ 6or e66icie'tl/ 1eeti'( the
)&'t- &'d 'eed- o6 tho-e c.-to1er-, The ce'tr&l 0.-i'e-- &--.1ptio' i- th&t lo'(Er.'
-.cce-- depe'd- o' & -tro'(2 or(&'iH&tio'E)ide 6oc.- o' c.-to1er )&'t- &'d 'eed-,:
D.ri'( the l&-t dec&de2 &- the 0.-i'e-- e'5iro'1e't h&- 0eco1e 1ore
ch&lle'(i'( 6or d&il/ 'e)-p&per-2; 1&'/ o6 the1 h&5e &dopted & -tro'(er 1&r3et
orie't&tio', The/ h&5e co'ce'tr&ted 0oth o' le&r'i'( )h&t their t)o c.-to1er (ro.p- E
&d5erti-er- &'d re&der- E -&/ the/ )&'t &'d 'eed 6ro1 & 'e)-p&per2 &'d o' 6i'di'( )&/-
to 1eet tho-e )&'t- &'d 'eed-, I' 'e)-roo1-2 thi- h&- 0ro.(ht ch&'(e- to the 'e)-E
1&3i'( proce--,
R&ther th&' rel/i'( -trictl/ o' jo.r'&li-t-I e4pert j.d(1e't to decide )h&t to
p.0li-h i' the 'e)-p&per2 'e)-roo1 1&'&(er- h&5e e'co.r&(ed reporter- &'d editor- to
p&/ 1ore &tte'tio' to percei5ed re&der i'tere-t-, The/ &l-o h&5e &-3ed reporter- &'d
editor- to -h&pe co'te't to 1ore clo-el/ co'6or1 to tho-e re&der i'tere-t-,8 Thi- pr&ctice
h&- dr&)' pr&i-e &'d critici-1, S.pporter- h&5e &r(.ed th&t it )ill help -&5e d&il/
'e)-p&per- 6ro1 irrele5&'ce &'d2 perh&p-2 e4ti'ctio',@ Critic- h&5e di-p&r&(ed it, A The/
h&5e ch&r(ed th&t 1&r3etEorie'ted 'e)- or(&'iH&tio'-K
DeEe1ph&-iHe -erio.- co'te't i' 6&5or o6 6ri5olo.-2 e'tert&i'i'( i'6or1&tio',
U'der1i'e the ethic&l 6ire )&ll 0et)ee' &' or(&'iH&tio'I- 'e)- &'d 0.-i'e-- oper&tio'-,
>&il to li5e .p to -oci&l o0li(&tio'- to di--e1i'&te the 3i'd o6 p.0licE&66&ir- i'6or1&tio'
e--e'ti&l to & de1ocr&c/,
Thi- &rticle e4&1i'e- tho-e &--ertio'- &- it e4plore- )h&t it 1e&'- 6or & 'e)-
or(&'iH&tio' to 0e 1&r3et orie'ted 0/ &-3i'( the-e 7.e-tio'-K
The &'-)er- to the-e 7.e-tio'- &re 0&-ed o' & :CCB '&tio'&l -.r5e/ o6 @9B -e'ior
editor- &t
rdE*.tchi'-o' &'d
A''ie Roth)ell
S$1%4*
The Thi'3i'( Shop
C "e''eth Cre-ce't
Lo'do'
N!; @PS
• Ad5erti-i'( i- e5er/thi'( )ith & '&1e o'
it
• Li6e )itho.t &d5erti-i'( )o.ld 0e d.ll
• Ad5erti-i'( i- &' i'dic&tor o6 0.-i'e--
he<h
• PCle5er’ &d5erti-i'( i- (ood &d5erti-i'(
• Ad5erti-i'( i- &ll Ee10r&ci'( KThe &ll
e10r&ci'( co'cept o6 &d5erti-i'( )&- &
)idel/ held o'e <ho.(h the older
re-po'de't- &'/o'e o5er the &(e o6 ;A$
8 CHILDRENS. PERCEPTION
ON T- AD-ERTISING
A CASE STUDY OF 3
RD
GRADERS IN SWEEDEN
BY #ARIA ERRSON
ULRI"A "OBIN
SOURCEK L.le& .'i5er-it/ o6
tech'olo(/
B&chelor the-i-
#&r3eti'(
Dep&rt1e't o6 0.-i'e--
&d1i'i-tr&tio' &'d -oci&l
-cie'ce-
Di5i-io' o6 i'd.-i&l
1&r3eti'( &'d eEco11erce
• The 6i'di'(- o6 thi- -t.dt/ re5e&l- th&t
childre' &re &66ected 0/ t5
&d5erti-e1e't- &'d 1ore the/ )&tch the
1ore the/ &re &66ected,
• The/ &re hi(hl/ i'6l.e'ced 0/ peer-,
• >.rther1ore2 their 0eh&5io.r to)&rd-
p&re't- &'d pe-ter 1ore &re &l-o &66ected
0/ their 5ie)i'( o6 &d5erti-e1e't-,
• The 1o-t 1e1or&0le co11erci&l
&d5erti-e1e't- 6or the childre' &ppe&r-
to 0e the o'e- .-i'( h.1o.r- &'d
cele0ritie-, >.rther1ore childre' &0ilit/
to di-ti'(.i-h 0et)ee' re&lit/ &'d 6ictio'
i- po--i0le 6or thi- &(e (ro.p,
@ B%7+( P*%4*9#!$+ I B%7+(
E:1!#& $' B72& A44*""$%&
P%$(14#" !+ W$%D!+, M$6".
• )or3i'( 1o1- )ho )ere .-i'( di66ere'ce-
0r&'d )o.ld 0e
percei5ed their 0r&'d )ith di66ere'ce )&/-,
P*%"9*4#!)*
2&
Ph.-it !o'(lor-&icho'W &'d
P&itoo' S&th&i'r&p&0&/.t
"$1%4*
International Review of
Business Research Papers
Vol. 4 No.1 January 2008
Pp.8!"#!
• !or3i'( 1o1 )ho )ere .-i'( Pi(eo'
percei5ed th&t Pi(eo' )&- i''o5&ti'(2 A5e't
)&- 1oder'iHi'( &'d Chicco )&- -&6et/ 6or
their 0&0ie-,
• The-e re-.lt- )ere 0&-ed o' 1&r3eti'(
co11.'ic&tio' pro(r&1- th&t h&5e 0ee'
i1ple1e'ti'( 6ro1 e&ch 0r&'d i'
order to cre&te their 0r&'d ch&r&cteri-tic &'d
0r&'d di66ere'ti&tio' 6ro1 other
pl&/er-,
A CORPORATE BRAND
IMAGE ANTECEDENTSJ
MEDIATING ROLE AND
IMPACT ON
STAKEHOLDERS
EXPECTATION
2&
Pr&th&0 o0.r&i
YLR 1oorthi
Che) 3o3 )&i
#ich&el j 0&3er
S$1%4*
INDIAN INSTITUTE O>
#ANAGE#ENT2
A*#EDABAD
• Corpor&te 0r&'d i1&(e i- i1p&cted 1o-t
0/ the 0r&'d &)&re'e-- co'-tr.ct
(e'er&l e4pect&tio' co'-tr.ct h&5e le--
i1p&ct
• Corpor&te 0r&'d i1&(e o' it- o)' i- &
-i('i6ic&'t predictor o6 -peci6ic
e4pect&tio'-
• Corpor&te 0r&'d i1&(e 1edi&te- the 0e-t
o6 0r&'d &)&re'e--
B A1"#%7;!7+ 7+(
T7!C7+*"* A()*%#!"*%E"
P*%4*9#!$+" $' I+#*%+*#
M7%D*#!+,
• !ith the I'ter'et 0ei'( & rel&ti5el/ 'e)
co11.'ic&tio' 1edi.12 the perceptio'-
o6 &d5erti-i'( &(e'cie- o' the .-e &'d
6.t.re o6 I'ter'et 1&r3eti'( h&-
i1port&'t i1plic&tio'- 6or co1p&'ie-
S$1%4*
U'i5er-it/ o6 Ne) So.th
!&le-
.-i'( the-e &(e'cie- to de5elop their
&d5erti-i'( -tr&te(ie-,
• Thi- re-e&rch i'5e-ti(&te- the perceptio'
o6 &d5erti-er- to)&rd- the .-e o6 the
I'ter'et &- & co11.'ic&tio' 1edi.1
=
Newspapers and Their Online
Editions:
Factors that Influence
Successful Integration
2&
Bo''ie Bre--er- &'d Ro0ert
#eed-
• Bec&.-e o6 the i'here't c.lt.r&l
di66ere'ce- 0et)ee' tr&ditio'&l
'e)-p&per -t&66 &'d o'li'e -t&662 i'd.-tr/
&'&l/-t- h&5e -.((e-ted th&t o'li'e
)or3er- -tr.((le 6or re-pect 6ro1 their
'e)-roo1 co.'terp&rt-,
• The perceptio' o6 the rel&ti5e e7.&lit/ o6
-t&t.- 0et)ee' the pri't &'d o'li'e -t&66-
)&- 'ot & -i('i6ic&'t predictor o6 le5el-
o6 i'te(r&tio'2 0.t it )&- po-iti5el/
&--oci&ted )ith 1&'&(er-’ report- th&t
o0jecti5e- h&5e 0ee' 1et2 -.((e-ti'(
th&t policie- &'d pr&ctice- &i1ed &t
e7.&liHi'( percei5ed le5el- o6 -t&t.-
0et)ee' the t)o (ro.p- )o.ld 0e
de-ir&0le,
< Selli'( Ne)-p&per Ad5erti-i'(
o' the )e0K
A C&-e St.d/ o6 the Ne)-p&per
Ad5erti-i'( !e0-ite i' A
Chi'e-e Pre-- Gro.p
B&
• The ori(i'&l ide& o6 de5elopi'( &
'e)-p&per &d5erti-i'( )e0-ite i- to
pro5ide &cce-- to the l&te-t2 1o-t
rele5&'t 1.lti1edi& -&le- pre-e't&tio'
&'d d&t&,
Fipi'( *.2 #,A,
#&-ter St.de't
School o6 ?o.r'&li-1
U'i5er-it/ o6 #i--o.riE
Col.10i&
Col.10i&2 #O BA;::
• Li'3- to d&t&0&-e-2 co1p.t&tio'&l tool-
&'d 6or1- 6or pl&ci'( order- co.ld &l-o
0e o' the )e0-ite, Additio'&ll/2
i'ter&cti5it/ 0&-ed o' the )e0-ite
0et)ee' the -eller- &'d 0./er- i- &l-o
projected,
• De-pite di66ere'ce- 0et)ee' the 0.-i'e--
1odel- 0et)ee' Chi'& &'d A1eric&2 the
t)o -t.die- h&5e 6o.'d -o1e co11o'
5&l.e- o6 the NA!,
• B.t e5e' the le&di'( Chi'e-e 'e)-p&per
te'ded to 0e 1ore co'-er5&ti5e &0o.t the
electro'ic orderi'( &'d d&t&0&-e
6.'ctio'-,
C A()*%#!"*% P*%4*9#!$+" C%$""
M*(!7 B1!;(" P1%407"* I+#*+#
BY
Report 0/ re-e&rch 6ir1
Ad5erti-i'( Perceptio'-
• The -t.d/ 6o.'d co'-.1er- e4pre--ed &
-tro'(er i'te't to 0./ & p&rtic.l&r
prod.ct &6ter the/ h&d 0ee' e4po-ed to
&d- 6or it o' 1ore th&' o'e 1edi.1,
• Th&t 6i'di'( co.ld le'd -tro'( -.pport to
1edi& 0./er- loo3i'( to j.-ti6/ cro--E
1edi& &d -pe'd2 e-peci&ll/ -i'ce Ji'te't
to 0./J i- co'-idered &' i1port&'t )&/
to 1e&-.re & c&1p&i('I- -.cce--,
:9 A()*%#!"*%"E M*(!7 • )he' & -&le-per-o' co1e- to .'der-t&'d
S*;*4#!$+ !+ S67;;
N*C"979*% M7%D*#"
B&
"e' S1ithG Ne)-p&per
Re-e&rch ?o.r'&l2 Vol, :C2 :CC<
J$1%+7; A%#!4;* EF4*%9#
the 6&ctor- th&t i'6l.e'ce the &d5erti-er2
Jthe -3ill- o6 th&t per-o' &re e'h&'ced,J
• The -&1e co.ld 0e -&id &0o.t the
rel&tio' -hip 0et)ee' &d5erti-i'(
repre-e't&ti5e- &t -1&ller 'e)-p&per-
&'d their clie't-,
CHAPTER/4 DATA ANALYSIS AND INTERPRETATIONK
4.1 PERCENTAGE ANALYSIS
TABLE NO. 4.1
INDULGE REMAINS ABOUT
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
M7"#0*7(
E E
S199;*6*+# '$%67#
:; @9
C$;$% "9%*7(
:; @9
C$+#*+#
A :B,A
S9*4!'!4 #$9!4LC%!#*%
:
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t @9R o6 &d5erti-er- re1&i'- &0o.t the
-.pple1e't 6or1&t o6 the INDULGE )here&- &'other @9R re1i'd- &0o.t the color6.l
-pre&d 2 :B,AR o6 the1 re1&i'- &0o.t the co'te't &'d re1&i'i'( & 1e&(er 8,AR o6
&d5erti-er- re1&i'- &0o.t the -peci6ic )riter o6 i'd.l(e
TABLE NO4.2
T0* 2*"# $' I+(1;,*
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
N*C" "9%*7( B :9
N*C" !#*6" !+ *)*%& C**D @ ;8
C$;16+!"# ; <
N*C 9%$(14# ;71+40*" :: @9
I+#*%*"#!+, %*7( 7" 7
C0$;*
= :C
TOTAL 89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 8B,AR o6 &d5erti-er- li3e- the
'e) prod.ct l&.'ch i'6or1&tio' i' i'd.l(e2 )here&- ;8,AR &d5erti-er- opi'io' i- th&t
i'd.l(e i- & i'tere-ti'( re&d &- & )hole,
TABLE NO4.3
P*%4*9#!$+ $' I+(1;,*.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
G%*7# 9%$(14#
E E
T0* %!,0# '!#
A :B,B
A +*C #%*+( C7)*
:A A9
I+'$%67#!)*
< ;B,B
A+$#0*% "199;*6*+#
B,B
TOTAL
=9 :99
INFERENCESK
>ro1 the &0o5e t&0le it i- 6o.'d th&t @CR o6 &d5erti-er- percei5e i'd.l(e &- & 'e) tre'd
)&5e 6or Che''&i 1&r3et2 =R o6 &d5erti-er- percei5ed &- j.-t &' &'other -.pple1e't,
TABLE NO4.4
T0* ;$$D 7+( 4$+#*+# $' #0* 9%$(14#.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
EF4*;;*+#
9 9R
-*%& ,$$(
B ;9R
I+'$%67#!)*
C 89R
C$;$%'1; I !+#*%*"#!+,
= ;8,8R
C79#1%*" #0* 407+,*"
< ;B,=R
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 89R o6 &d5erti-er- opi'io'
&0o.t the loo3 &'d co'te't o6 the -.pple1e't i- &- i'6or1&ti5e,
TABLE NO 4.5
W7!#!+, '$% 7 ,%72 $' #0* 9%$(14# *740 C**D.
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 A8R o6 &d5erti-er- -&/- th&t
the/ 0ro)-e thro.(h the p&per )he'e5er the/ -ee it )here&- ;=R &d5erti-er- -&/ th&t
the/ )&it to (r&0 the prod.ct &'d ;9R o6 &d5erti-er- doe- 'ot )&it 6or the prod.ct,
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
$ 26%6%
No
6 20%
Browse through it
#6 5"%&%
TOTAL
"0 #00
TABLE NO 4.M
T0* !69%$)*6*+# #$ 2* 67(* !+ #0* 9%$(14#.
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
C$+#*+# :< B9R
L7&$1# :; @9R
P79*% :17;!#& 9 9R
TOTAL 89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 B9Ro6 &d5erti-er- -&/- th&t
co'te't o6 the -.pple1e't 'eed to 0e i1pro5ed )here&- @9R o6 &d5erti-er- -&/- l&/o.t
'eed to 0e i1pro5ed,
TABLE NO 4.N
L$$D $1# '$% #0* 9%$(14# *740 C**D.
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
A()*%#!"*6*+# :; @9R
I+'$%67#!$+ :B A8,@
N*C ;!'* "#&;* 9%$(14#" ; B,BBR
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 8BR o6 clie't- loo3 o.t
6or &d5erti-e1e't &'d i'6or1&tio' &'d 1i'i1.1 o6 ;
ABSTRACT
The project report titled “A STUDY ON ADVERTISERS’ PERCEPTION
ABOUT INDULGE A !EE"LY SUPPLE#ENT$%&lo'( )ith “T*E NE! INDIAN
E+PRESS ,% Thi- re-e&rch i- do'e i' order to -t.d/ the 0r&'d i1&(e cre&ted 0/
i'd.l(e2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&' E4pre--, I' thi- project
report the i'trod.ctio' co5er- tell- &0o.t the &d5erti-er-’ perceptio', The 'eed o6 the
-t.d/ &'d -cope 6or the -t.d/,
The -t.d/ )&- do'e 0/ per-o'&l i'ter5ie) &'d 7.e-tio''&ire 1ethod )ith &
-&1ple o6 89 &d5erti-i'( clie't- o6 The Ne) I'di&' E4pre--, The pop.l&tio' i- cho-e'
o' 5ol.1e o6 &d5erti-e1e't 0&-i-, The tot&l 5ol.1e o6 &d5erti-e1e't- 6or 6o.r 1o'th
period i- :9;ro1 the-e i' the -eco'd -t&(e2 & 6e) ele1e't- &re -elected &t r&'do1 po--e--i'(2 he
ch&r&cteri-tic, >ro1 )hich i' the third -t&(e & 6e) &re -elected &t r&'do1 -&ti-6/i'( the
ch&r&cteri-tic &'d -o o' to 6i'&ll/ 1&3e the 'ece--&r/ -electio' o6 -&1ple-, All the
-&1ple- -elected &t r&'do1 &t di66ere't -t&(e- )ill po--e- the co11o' ch&r&cteri-tic or
)ill 0e ho1o(e'eo.- o' -o1e 0&-i-,
Cl.-ter -&1pli'( i'5ol5e- &rr&'(i'( ele1e't&r/ ite1- i' & pop.l&tio' i'to
hetero(e'eo.- -.0(ro.p- th&t &re repre-e't&ti5e o6 the o5er&ll pop.l&tio', O'e -.ch
(ro.p co'-tit.te- & -&1ple 6or -t.d/,
SAMPLING SI? @ AAAAAAAAAAAAAAAAAAAAAAAAA X 1BB
T$#7; %*"9$+(*+#"
B&r ch&rt &'d Pie ch&rt- &re .-ed to e4pl&i' the t&0.l&tio' cle&rl/,
C0! – S:17%* #*"#
Thi- te-t i- o'e o6 the -i1ple-t &'d 1o-t )idel/ .-ed 'o' L p&r&1etric i'
St&ti-tic&l )or32 )he' cert&i' o0-er5ed 5&l.e- o6 the 5&ri&0le &re to 0e co1p&red
)ith the e4pected 5&l.e,
The chi L -7.&re i- co1p.ted o' the 0&-i- o6 6re7.e'cie- i' & -&1ple &'d
th.- the 5&l.e o6 chi L -7.&re, So2 o0t&i'ed i' & -t&ti-tic chi L -7.&re i- 'ot &
p&r&1eter &- it- 5&l.e i- 'ot deri5ed 6ro1 the o0-er5&tio'- i' pop.l&tio'2 *e'ce
chi L -7.&re te-t i- & 'o' L p&r&1etric te-t, Chi L S7.&re te-t i- 'ot co'cer'ed )ith
&'/ pop.l&tio' di-tri0.tio' &'d it- o0-er5&tio',
The chi L -7.&re te-t )&- 6ir-t .-ed i' te-ti'( -t&ti-tic&l h/pothe-i- 0/ 3&rl
per-o' i' the /e&r, :C99 it i- de6i'ed &-2
' Oi L Ei$ ;
Chi L S7.&re M N EEEEEEEEEEEEE
i M: Ei
!here2
Oi M O0-er5ed 6re7.e'c/ o6 ith e5e't
Ei M E4pected 6re7.e'c/ o6 ith e5e't
CHAPTER 2 PROFILES
2.1 INDUSTRY PROFILE
N*C" 979*% 67%D*#
S.r5e/ re-.lt- 6i'd th&t tr&ditio'&l jo.r'&li-tic 5&l.e- re1&i' i1port&'t &t 1&r3etE
orie'ted 'e)-p&per-2 tho.(h -e'ior editor- te'd to report 1ore i'ter&ctio' )ith
dep&rt1e't- o.t-ide the 'e)-roo1 E i'cl.di'( the &d5erti-i'( dep&rt1e't,
I' & 1&r3etEorie'ted 0.-i'e--2 the c.-to1er i- .'7.e-tio'&0l/ 3i'(, The
-.cce--6.l 1&r3etEorie'ted 6ir1 ide'ti6ie- & pote'ti&l 1&r3et opport.'it/2 -elect- & (ro.p
o6 c.-to1er- th&t it )&'t- to -er5e &'d de5elop- & -tr&te(/ 6or e66icie'tl/ 1eeti'( the
)&'t- &'d 'eed- o6 tho-e c.-to1er-, The ce'tr&l 0.-i'e-- &--.1ptio' i- th&t lo'(Er.'
-.cce-- depe'd- o' & -tro'(2 or(&'iH&tio'E)ide 6oc.- o' c.-to1er )&'t- &'d 'eed-,:
D.ri'( the l&-t dec&de2 &- the 0.-i'e-- e'5iro'1e't h&- 0eco1e 1ore
ch&lle'(i'( 6or d&il/ 'e)-p&per-2; 1&'/ o6 the1 h&5e &dopted & -tro'(er 1&r3et
orie't&tio', The/ h&5e co'ce'tr&ted 0oth o' le&r'i'( )h&t their t)o c.-to1er (ro.p- E
&d5erti-er- &'d re&der- E -&/ the/ )&'t &'d 'eed 6ro1 & 'e)-p&per2 &'d o' 6i'di'( )&/-
to 1eet tho-e )&'t- &'d 'eed-, I' 'e)-roo1-2 thi- h&- 0ro.(ht ch&'(e- to the 'e)-E
1&3i'( proce--,
R&ther th&' rel/i'( -trictl/ o' jo.r'&li-t-I e4pert j.d(1e't to decide )h&t to
p.0li-h i' the 'e)-p&per2 'e)-roo1 1&'&(er- h&5e e'co.r&(ed reporter- &'d editor- to
p&/ 1ore &tte'tio' to percei5ed re&der i'tere-t-, The/ &l-o h&5e &-3ed reporter- &'d
editor- to -h&pe co'te't to 1ore clo-el/ co'6or1 to tho-e re&der i'tere-t-,8 Thi- pr&ctice
h&- dr&)' pr&i-e &'d critici-1, S.pporter- h&5e &r(.ed th&t it )ill help -&5e d&il/
'e)-p&per- 6ro1 irrele5&'ce &'d2 perh&p-2 e4ti'ctio',@ Critic- h&5e di-p&r&(ed it, A The/
h&5e ch&r(ed th&t 1&r3etEorie'ted 'e)- or(&'iH&tio'-K
DeEe1ph&-iHe -erio.- co'te't i' 6&5or o6 6ri5olo.-2 e'tert&i'i'( i'6or1&tio',
U'der1i'e the ethic&l 6ire )&ll 0et)ee' &' or(&'iH&tio'I- 'e)- &'d 0.-i'e-- oper&tio'-,
>&il to li5e .p to -oci&l o0li(&tio'- to di--e1i'&te the 3i'd o6 p.0licE&66&ir- i'6or1&tio'
e--e'ti&l to & de1ocr&c/,
Thi- &rticle e4&1i'e- tho-e &--ertio'- &- it e4plore- )h&t it 1e&'- 6or & 'e)-
or(&'iH&tio' to 0e 1&r3et orie'ted 0/ &-3i'( the-e 7.e-tio'-K
The &'-)er- to the-e 7.e-tio'- &re 0&-ed o' & :CCB '&tio'&l -.r5e/ o6 @9B -e'ior
editor- &t
rdE*.tchi'-o' &'dA''ie Roth)ell
S$1%4*
The Thi'3i'( Shop
C "e''eth Cre-ce't
Lo'do'
N!; @PS
• Ad5erti-i'( i- e5er/thi'( )ith & '&1e o'
it
• Li6e )itho.t &d5erti-i'( )o.ld 0e d.ll
• Ad5erti-i'( i- &' i'dic&tor o6 0.-i'e--
he<h
• PCle5er’ &d5erti-i'( i- (ood &d5erti-i'(
• Ad5erti-i'( i- &ll Ee10r&ci'( KThe &ll
e10r&ci'( co'cept o6 &d5erti-i'( )&- &
)idel/ held o'e <ho.(h the older
re-po'de't- &'/o'e o5er the &(e o6 ;A$
8 CHILDRENS. PERCEPTION
ON T- AD-ERTISING
A CASE STUDY OF 3
RD
GRADERS IN SWEEDEN
BY #ARIA ERRSON
ULRI"A "OBIN
SOURCEK L.le& .'i5er-it/ o6
tech'olo(/
B&chelor the-i-
#&r3eti'(
Dep&rt1e't o6 0.-i'e--
&d1i'i-tr&tio' &'d -oci&l
-cie'ce-
Di5i-io' o6 i'd.-i&l
1&r3eti'( &'d eEco11erce
• The 6i'di'(- o6 thi- -t.dt/ re5e&l- th&t
childre' &re &66ected 0/ t5
&d5erti-e1e't- &'d 1ore the/ )&tch the
1ore the/ &re &66ected,
• The/ &re hi(hl/ i'6l.e'ced 0/ peer-,
• >.rther1ore2 their 0eh&5io.r to)&rd-
p&re't- &'d pe-ter 1ore &re &l-o &66ected
0/ their 5ie)i'( o6 &d5erti-e1e't-,
• The 1o-t 1e1or&0le co11erci&l
&d5erti-e1e't- 6or the childre' &ppe&r-
to 0e the o'e- .-i'( h.1o.r- &'d
cele0ritie-, >.rther1ore childre' &0ilit/
to di-ti'(.i-h 0et)ee' re&lit/ &'d 6ictio'
i- po--i0le 6or thi- &(e (ro.p,
@ B%7+( P*%4*9#!$+ I B%7+(
E:1!#& $' B72& A44*""$%&
P%$(14#" !+ W$%D!+, M$6".
• )or3i'( 1o1- )ho )ere .-i'( di66ere'ce-
0r&'d )o.ld 0e
percei5ed their 0r&'d )ith di66ere'ce )&/-,
P*%"9*4#!)*
2&
Ph.-it !o'(lor-&icho'W &'d
P&itoo' S&th&i'r&p&0&/.t
"$1%4*
International Review of
Business Research Papers
Vol. 4 No.1 January 2008
Pp.8!"#!
• !or3i'( 1o1 )ho )ere .-i'( Pi(eo'
percei5ed th&t Pi(eo' )&- i''o5&ti'(2 A5e't
)&- 1oder'iHi'( &'d Chicco )&- -&6et/ 6or
their 0&0ie-,
• The-e re-.lt- )ere 0&-ed o' 1&r3eti'(
co11.'ic&tio' pro(r&1- th&t h&5e 0ee'
i1ple1e'ti'( 6ro1 e&ch 0r&'d i'
order to cre&te their 0r&'d ch&r&cteri-tic &'d
0r&'d di66ere'ti&tio' 6ro1 other
pl&/er-,
A CORPORATE BRAND
IMAGE ANTECEDENTSJ
MEDIATING ROLE AND
IMPACT ON
STAKEHOLDERS
EXPECTATION
2&
Pr&th&0 o0.r&i
YLR 1oorthi
Che) 3o3 )&i
#ich&el j 0&3er
S$1%4*
INDIAN INSTITUTE O>
#ANAGE#ENT2
A*#EDABAD
• Corpor&te 0r&'d i1&(e i- i1p&cted 1o-t
0/ the 0r&'d &)&re'e-- co'-tr.ct
(e'er&l e4pect&tio' co'-tr.ct h&5e le--
i1p&ct
• Corpor&te 0r&'d i1&(e o' it- o)' i- &
-i('i6ic&'t predictor o6 -peci6ic
e4pect&tio'-
• Corpor&te 0r&'d i1&(e 1edi&te- the 0e-t
o6 0r&'d &)&re'e--
B A1"#%7;!7+ 7+(
T7!C7+*"* A()*%#!"*%E"
P*%4*9#!$+" $' I+#*%+*#
M7%D*#!+,
• !ith the I'ter'et 0ei'( & rel&ti5el/ 'e)
co11.'ic&tio' 1edi.12 the perceptio'-
o6 &d5erti-i'( &(e'cie- o' the .-e &'d
6.t.re o6 I'ter'et 1&r3eti'( h&-
i1port&'t i1plic&tio'- 6or co1p&'ie-
S$1%4*
U'i5er-it/ o6 Ne) So.th
!&le-
.-i'( the-e &(e'cie- to de5elop their
&d5erti-i'( -tr&te(ie-,
• Thi- re-e&rch i'5e-ti(&te- the perceptio'
o6 &d5erti-er- to)&rd- the .-e o6 the
I'ter'et &- & co11.'ic&tio' 1edi.1
=
Newspapers and Their Online
Editions:
Factors that Influence
Successful Integration
2&
Bo''ie Bre--er- &'d Ro0ert
#eed-
• Bec&.-e o6 the i'here't c.lt.r&l
di66ere'ce- 0et)ee' tr&ditio'&l
'e)-p&per -t&66 &'d o'li'e -t&662 i'd.-tr/
&'&l/-t- h&5e -.((e-ted th&t o'li'e
)or3er- -tr.((le 6or re-pect 6ro1 their
'e)-roo1 co.'terp&rt-,
• The perceptio' o6 the rel&ti5e e7.&lit/ o6
-t&t.- 0et)ee' the pri't &'d o'li'e -t&66-
)&- 'ot & -i('i6ic&'t predictor o6 le5el-
o6 i'te(r&tio'2 0.t it )&- po-iti5el/
&--oci&ted )ith 1&'&(er-’ report- th&t
o0jecti5e- h&5e 0ee' 1et2 -.((e-ti'(
th&t policie- &'d pr&ctice- &i1ed &t
e7.&liHi'( percei5ed le5el- o6 -t&t.-
0et)ee' the t)o (ro.p- )o.ld 0e
de-ir&0le,
< Selli'( Ne)-p&per Ad5erti-i'(
o' the )e0K
A C&-e St.d/ o6 the Ne)-p&per
Ad5erti-i'( !e0-ite i' A
Chi'e-e Pre-- Gro.p
B&
• The ori(i'&l ide& o6 de5elopi'( &
'e)-p&per &d5erti-i'( )e0-ite i- to
pro5ide &cce-- to the l&te-t2 1o-t
rele5&'t 1.lti1edi& -&le- pre-e't&tio'
&'d d&t&,
Fipi'( *.2 #,A,
#&-ter St.de't
School o6 ?o.r'&li-1
U'i5er-it/ o6 #i--o.riE
Col.10i&
Col.10i&2 #O BA;::
• Li'3- to d&t&0&-e-2 co1p.t&tio'&l tool-
&'d 6or1- 6or pl&ci'( order- co.ld &l-o
0e o' the )e0-ite, Additio'&ll/2
i'ter&cti5it/ 0&-ed o' the )e0-ite
0et)ee' the -eller- &'d 0./er- i- &l-o
projected,
• De-pite di66ere'ce- 0et)ee' the 0.-i'e--
1odel- 0et)ee' Chi'& &'d A1eric&2 the
t)o -t.die- h&5e 6o.'d -o1e co11o'
5&l.e- o6 the NA!,
• B.t e5e' the le&di'( Chi'e-e 'e)-p&per
te'ded to 0e 1ore co'-er5&ti5e &0o.t the
electro'ic orderi'( &'d d&t&0&-e
6.'ctio'-,
C A()*%#!"*% P*%4*9#!$+" C%$""
M*(!7 B1!;(" P1%407"* I+#*+#
BY
Report 0/ re-e&rch 6ir1
Ad5erti-i'( Perceptio'-
• The -t.d/ 6o.'d co'-.1er- e4pre--ed &
-tro'(er i'te't to 0./ & p&rtic.l&r
prod.ct &6ter the/ h&d 0ee' e4po-ed to
&d- 6or it o' 1ore th&' o'e 1edi.1,
• Th&t 6i'di'( co.ld le'd -tro'( -.pport to
1edi& 0./er- loo3i'( to j.-ti6/ cro--E
1edi& &d -pe'd2 e-peci&ll/ -i'ce Ji'te't
to 0./J i- co'-idered &' i1port&'t )&/
to 1e&-.re & c&1p&i('I- -.cce--,
:9 A()*%#!"*%"E M*(!7 • )he' & -&le-per-o' co1e- to .'der-t&'d
S*;*4#!$+ !+ S67;;
N*C"979*% M7%D*#"
B&
"e' S1ithG Ne)-p&per
Re-e&rch ?o.r'&l2 Vol, :C2 :CC<
J$1%+7; A%#!4;* EF4*%9#
the 6&ctor- th&t i'6l.e'ce the &d5erti-er2
Jthe -3ill- o6 th&t per-o' &re e'h&'ced,J
• The -&1e co.ld 0e -&id &0o.t the
rel&tio' -hip 0et)ee' &d5erti-i'(
repre-e't&ti5e- &t -1&ller 'e)-p&per-
&'d their clie't-,
CHAPTER/4 DATA ANALYSIS AND INTERPRETATIONK
4.1 PERCENTAGE ANALYSIS
TABLE NO. 4.1
INDULGE REMAINS ABOUT
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
M7"#0*7(
E E
S199;*6*+# '$%67#
:; @9
C$;$% "9%*7(
:; @9
C$+#*+#
A :B,A
S9*4!'!4 #$9!4LC%!#*%
:
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t @9R o6 &d5erti-er- re1&i'- &0o.t the
-.pple1e't 6or1&t o6 the INDULGE )here&- &'other @9R re1i'd- &0o.t the color6.l
-pre&d 2 :B,AR o6 the1 re1&i'- &0o.t the co'te't &'d re1&i'i'( & 1e&(er 8,AR o6
&d5erti-er- re1&i'- &0o.t the -peci6ic )riter o6 i'd.l(e
TABLE NO4.2
T0* 2*"# $' I+(1;,*
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
N*C" "9%*7( B :9
N*C" !#*6" !+ *)*%& C**D @ ;8
C$;16+!"# ; <
N*C 9%$(14# ;71+40*" :: @9
I+#*%*"#!+, %*7( 7" 7
C0$;*
= :C
TOTAL 89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 8B,AR o6 &d5erti-er- li3e- the
'e) prod.ct l&.'ch i'6or1&tio' i' i'd.l(e2 )here&- ;8,AR &d5erti-er- opi'io' i- th&t
i'd.l(e i- & i'tere-ti'( re&d &- & )hole,
TABLE NO4.3
P*%4*9#!$+ $' I+(1;,*.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
G%*7# 9%$(14#
E E
T0* %!,0# '!#
A :B,B
A +*C #%*+( C7)*
:A A9
I+'$%67#!)*
< ;B,B
A+$#0*% "199;*6*+#
B,B
TOTAL
=9 :99
INFERENCESK
>ro1 the &0o5e t&0le it i- 6o.'d th&t @CR o6 &d5erti-er- percei5e i'd.l(e &- & 'e) tre'd
)&5e 6or Che''&i 1&r3et2 =R o6 &d5erti-er- percei5ed &- j.-t &' &'other -.pple1e't,
TABLE NO4.4
T0* ;$$D 7+( 4$+#*+# $' #0* 9%$(14#.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
EF4*;;*+#
9 9R
-*%& ,$$(
B ;9R
I+'$%67#!)*
C 89R
C$;$%'1; I !+#*%*"#!+,
= ;8,8R
C79#1%*" #0* 407+,*"
< ;B,=R
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 89R o6 &d5erti-er- opi'io'
&0o.t the loo3 &'d co'te't o6 the -.pple1e't i- &- i'6or1&ti5e,
TABLE NO 4.5
W7!#!+, '$% 7 ,%72 $' #0* 9%$(14# *740 C**D.
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 A8R o6 &d5erti-er- -&/- th&t
the/ 0ro)-e thro.(h the p&per )he'e5er the/ -ee it )here&- ;=R &d5erti-er- -&/ th&t
the/ )&it to (r&0 the prod.ct &'d ;9R o6 &d5erti-er- doe- 'ot )&it 6or the prod.ct,
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
$ 26%6%
No
6 20%
Browse through it
#6 5"%&%
TOTAL
"0 #00
TABLE NO 4.M
T0* !69%$)*6*+# #$ 2* 67(* !+ #0* 9%$(14#.
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
C$+#*+# :< B9R
L7&$1# :; @9R
P79*% :17;!#& 9 9R
TOTAL 89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 B9Ro6 &d5erti-er- -&/- th&t
co'te't o6 the -.pple1e't 'eed to 0e i1pro5ed )here&- @9R o6 &d5erti-er- -&/- l&/o.t
'eed to 0e i1pro5ed,
TABLE NO 4.N
L$$D $1# '$% #0* 9%$(14# *740 C**D.
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
A()*%#!"*6*+# :; @9R
I+'$%67#!$+ :B A8,@
N*C ;!'* "#&;* 9%$(14#" ; B,BBR
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 8BR o6 clie't- loo3 o.t
6or &d5erti-e1e't &'d i'6or1&tio' &'d 1i'i1.1 o6 ;