Description
Perception is our sensory experience of the world around us and involves both the recognition of environmental stimuli and actions in response to these stimuli. Through the perceptual process, we gain information about properties and elements of the environment that are critical to our survival.
A STUDY ON ADVERTISERS’ PERCEPTION ABOUT INDULGE (A
WEEKLY SUPPLEMENT)”
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;<= col.1' ce'ti1eter,
INDULGE i- & 6.ll/ p&--io'&te li6e-t/le -.pple1e't 6or the Che''&i 1&r3et,
The 6i'di'( o6 the -t.d/ re5e&l- th&t &d5erti-er- percei5e the prod.ct &- &' &ttr&cti'(
prod.ct th&t depict- the 'e) tre'd )&5e o6 Che''&i 1&r3et, There &re 6e) li1it&tio'-
i' the -t.d/, The -.((e-tio' (i5e' to the co1p&'/ i- to i'cre&-e the circ.l&tio' o6 the
prod.ct,
TABLE OF CONTENTS
S.NO. TITLE PAGE NO
ABSTRACT
:
LIST O> TABLES
LIST O> >IGURES
1 INTRODUCTION
:,: OUT LINE O> T*E PRO?ECT
;
:,; NEED O> T*E STUDY
@
:,8 SCOPE O> T*E STUDY
A
:,@ OB?ECTIVE O> T*E STUDY
B
:,A RESEARC* #ET*ODOLOGY
=
:,A,: RESEARC* DESIGN
=
:,A,; DATA COLLECTION #ET*ODS
<
:,A,8 RESEARC* INSTRU#ENTS
C
:,A,@ SA#PLING
C
:,A,A STATISTICAL TOOLS
:9
:,B LI#ITATION O> T*E STUDY
:8
:,= C*APTERIDATION
:,< LITERATURE REVIE!
:A
:,<,: CO#PANY PRO>ILE
;9
:,<,; PRODUCT PRO>ILE
8@
2. DATA ANALYSIS AND
INTERPRETATION
;,: PERCENTAGE ANALYSIS
@;
;,: GRAP*ICAL ANALYSIS
@;
;,; STATISTICAL ANALYSIS
=B
;,;,: !EIG*TED AVERAGE
=B
;,;,; C*IESFUARE
=C
3. SUMMARY AND CONCLUSION
8,: >INDINGS
<;
8,; SUGGESTIONS
<=
8,8 CONCLUSIONS
<<
APPENDIX !
REFERENCES !"
C#APTER $ I%INTRODUCTION%
1.1.INTRODUCTION
PERCEPTION
Perceptio' i- o.r -e'-or/ e4perie'ce o6 the )orld &ro.'d .- &'d i'5ol5e- 0oth the
reco('itio' o6 e'5iro'1e't&l -ti1.li &'d &ctio'- i' re-po'-e to the-e -ti1.li, Thro.(h the
percept.&l proce--2 )e (&i' i'6or1&tio' &0o.t propertie- &'d ele1e't- o6 the
e'5iro'1e't th&t &re critic&l to o.r -.r5i5&l, Perceptio' 'ot o'l/ cre&te- o.r e4perie'ce o6
the )orld &ro.'d .-G it &llo)- .- to &ct )ithi' o.r e'5iro'1e't
Perceptio' i- the proce-- 0/ )hich or(&'i-1- i'terpret &'d or(&'iHe -e'-&tio' to
prod.ce & 1e&'i'(6.l e4perie'ce o6 the )orld, Se'-&tio' .-.&ll/ re6er- to the i11edi&te2
rel&ti5el/ .'proce--ed re-.lt o6 -ti1.l&tio' o6 -e'-or/ receptor- i' the e/e-2 e&r-2 'o-e2
to'(.e2 or -3i', Perceptio'2 o' the other h&'d2 0etter de-cri0e- o'eI- .lti1&te e4perie'ce
o6 the )orld &'d t/pic&ll/ i'5ol5e- 6.rther proce--i'( o6 -e'-or/ i'p.t, I' pr&ctice2
-e'-&tio' &'d perceptio' &re 5irt.&ll/ i1po--i0le to -ep&r&te2 0ec&.-e the/ &re p&rt o6 o'e
co'ti'.o.- proce--,
Perceptio' i' h.1&'- de-cri0e- the proce-- )here0/ -e'-or/ -ti1.l&tio' i- tr&'-l&ted
i'to or(&'iHed e4perie'ce
The percept.&l proce-- i- & -e7.e'ce o6 -tep- th&t 0e(i'- )ith the e'5iro'1e't &'d le&d-
to o.r perceptio' o6 & -ti1.l.- &'d &' &ctio' i' re-po'-e to the -ti1.l.-,
#&'()*+ ), A-./*(&'&01
Ad5erti-i'( &- & di-crete 6or1 i- (e'er&ll/ &(reed to h&5e 0e(.' )ith 'e)-p&per-2
i' the -e5e'tee'th ce't.r/2 )hich i'cl.ded li'e or cl&--i6ied &d5erti-i'(, Si1ple
de-criptio'-2 pl.- price-2 o6 prod.ct- -er5ed their p.rpo-e .'til the l&te 'i'etee'th
ce't.r/2 )he' tech'olo(ic&l &d5&'ce- 1e&'t th&t ill.-tr&tio'- co.ld 0e &dded to
&d5erti-i'(2 &'d color )&- &l-o &' optio',
A' e&rl/ &d5erti-i'( -.cce-- -tor/ i- th&t o6 Pe&r- So&p, Tho1&- B&rr&tt 1&rried
i'to the 6&1o.- -o&p 1&3i'( 6&1il/ &'d re&liHed th&t the/ 'eeded to 0e 1ore &((re--i5e
&0o.t p.-hi'( their prod.ct- i6 the/ )ere to -.r5i5e, *e l&.'ched the -erie- o6 &d-
6e&t.ri'( cher.0ic childre' )hich 6ir1l/ )elded the 0r&'d to the 5&l.e- it -till hold-
tod&/, he too3 i1&(e- co'-idered &- J6i'e &rtJ &'d .-ed the1 to co''ote hi- 0r&'dI-
7.&lit/2 p.rit/ i,e, .'t&i'ted 0/ co11erci&li-1$ &'d -i1plicit/ cher.0ic childre'$, *e i-
o6te' re6erred to &- the 6&ther o6 1oder' &d5erti-i'(,
!orld !&r I -&) -o1e i1port&'t &d5&'ce- i' &d5erti-i'( &- (o5er'1e't- o' &ll
-ide- .-ed &d- &- prop&(&'d&, The Briti-h .-ed &d5erti-i'( &- prop&(&'d& to co'5i'ce it-
o)' citiHe'- to 6i(ht2 &'d &l-o to per-.&de the A1eric&'- to joi', No le-- & politic&l
co11e't&tor th&' *itler co'cl.ded th&t Ger1&'/ lo-t the )&r 0ec&.-e it lo-t the
prop&(&'d& 0&ttleK he did 'ot 1&3e the -&1e 1i-t&3e )he' it )&- hi- t.r', O'e o6 the
other co'-e7.e'ce- o6 !orld !&r I )&- the i'cre&-ed 1ech&'iH&tio' o6 i'd.-tr/ E &'d
he'ce i'cre&-ed co-t- )hich h&d to 0e p&id 6or -o1eho)K he'ce the de-ire to cre&te 'eed
i' the co'-.1er )hich 0e(i'- to do1i'&te &d5erti-i'( 6ro1 the :C;9- o')&rd,
ADVERTISERS’ PERCEPTION
Ad5erti-er Perceptio'- pro5ide- 1edi& co1p&'/ e4ec.ti5e- )ith e--e'ti&l i'-i(ht
'ece--&r/ 6or i'cre&-i'( &d -&le-2 1&r3et -h&re &'d co1petiti5e &d5&'t&(e,
DEFINITION 2 ADVERTISING
Ad5erti-i'( i-
• p&id 6or
• & )&/ o6 pro1oti'( prod.ct-2 -er5ice- or i'6or1&tio'
• & 6or1 o6 co11.'ic&tio' 0et)ee' 1&'.6&ct.rer &'d co'-.1er$
• & ph/-ic&l co11odit/
• &' i'te(r&l p&rt o6 pop c.lt.re
• &' i1port&'t eco'o1ic 6orce
• & p&rt o6 o.r .r0&' l&'d-c&pe
Ad5erti-i'( i- & 6or1 o6 co11.'ic&tio' th&t t/pic&ll/ &tte1pt- to per-.&de
pote'ti&l c.-to1er- to p.rch&-e or to co'-.1e 1ore o6 & p&rtic.l&r 0r&'d o6 prod.ct or
-er5ice, #oder' &d5erti-i'( de5eloped )ith the ri-e o6 1&-- prod.ctio' i' the l&te :Cth
&'d e&rl/ ;9th ce't.rie-
1.2.N//- ), (3/ '(4-+%
? Ne)- p&per i'd.-tr/ (et 1&jor p&rt o6 their re5e'.e thro.(h &d5erti-i'(
? Thi- -t.d/ i- &0o.t &d5erti-er-’ perceptio' o' &d5erti-i'( i' INDULGE,
? The-e -t.die- to 3'o) the i1p&ct o6 i'd.l(e &d5erti-i'( &'d the 0r&'d i1&(e
cre&ted 0/ the INDULGE &1o'( &d5erti-er-
? >i'di'(- o6 the -t.d/ help- the 'e) I'di&' e4pre-- to 3'o) )hether the/ )ill (et
repe&ted &d5erti-i'( 6ro1 their e4i-ti'( &d5erti-er clie't &'d to 3'o) their
-&ti-6&ctio' le5el,
SCOPE OF T#E STUDY
Thi- -t.d/ .'dert&3e' 6or The Ne) I'di&' E4pre-- &i1- to -t.d/ &'d ide'ti6/ the
pote'ti&l &d5erti-er-,
Thi- h&- 0ee' do'e 0/ prep&ri'( & 7.e-tio''&ire )hich co't&i'- 7.e-tio'- p.t
6orth to the re-po'de't- )hich )o.ld help i- &'&l/Hi'( the )illi'('e-- le5el o6
&d5erti-er- i' &d5erti-i'( i' INDULGE2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&'
E4pre--
Thi- -t.d/ )o.ld help i' ide'ti6/i'( the re&-o' 6or &d5erti-er- &d5erti-i'( i'
INDULGE2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&' E4pre--, , All thi- )o.ld
help i' (i5i'( -.((e-tio' to The Ne) I'di&' E4pre-- i' i1pro5i'( INDULGE there0/
-&ti-6/i'( their corpor&te &'d ret&il clie't-
1." O56/7(&./ ), (3/ '(4-+%
• To -t.d/ the 0r&'d i1&(e cre&ted 0/ T*E NE! INDIAN E+PRESS
&1o'( &d5erti-er-,
• To 6i'd o.t the re&-o' 6or choo-i'( I'd.l(e o6 T*E NE! INDIAN
E+PRESS
• To -t.d/ o' &d5erti-er’- perceptio' &0o.t i'd.l(e & )ee3l/ -.pple1e't$
&lo'( )ith to T*E NE! INDIAN E+PRESS,
1.8 RESEARC# MET#ODOLOGY%
INTRODUCTION%
Re-e&rch 1ethodolo(/ i- & )&/ to -/-te1&tic&ll/ -ol5e the re-e&rch pro0le1 i-
to ho) re-e&rch i- do'e -cie'ti6ic&ll/, It co'-i-t- o6 the di66ere't -tep- th&t &re
(e'er&ll/ &dopted 0/ the re-e&rcher to the -t.d/ hi- re-e&rch pro0le1 &lo'( )ith lo(ic
0ehi'd the1, It i- 'ece--&r/ to the re-e&rcher to de5elop cert&i' te-t-,
1.8.1 RESEARC# DESIGN%
Re-e&rch de-i(' i- & pl&' to &'-)er )ho12 )he'2 )here2 &'d ho) the -.0ject
.'der i'5e-ti(&tio' co'cei5ed -o &- to o0t&i' &'-)er- to re-e&rch 7.e-tio'-, The t/pe
o6 re-e&rch de-i(' i'5ol5ed i' thi- -t.d/ i- de-cripti5e re-e&rch -t.die-,
DESCRIPTIVE RESEARC# STUDIES%
De-cripti5e re-e&rch -t.die- &re tho-e -t.die-2 )hich &re co'cer'ed )ith
de-cri0i'( the ch&r&cteri-tic- o6 & p&rtic.l&r i'di5id.&l2 or o6 & (ro.p2 )here &- di&('o-tic
re-e&rch -t.d/ deter1i'e the 6re7.e'c/ )ith )hich -o1ethi'( occ.r- or it- &--oci&tio'
)ith -o1ethi'( el-e, The -t.die- co'cer'i'( )hether cert&i' 5&ri&0le- &re &--oci&ted &re
e4&1ple o6 di&('o-tic re-e&rch -t.die-, A- &(&i'-t thi-2 -t.d/ co'cer'ed i'di5id.&l2
(ro.p or -it.&tio' &re &ll e4&1ple o6 de-cripti5e re-e&rch -t.die-, #o-t o6 the -oci&l
re-e&rch -t.die- co1e .'der thi- c&te(or/ 6ro1 the poi't o6 5ie) o6 the re-e&rch de-i(',
1.8.2 DATA COLLECTION MET#OD%
The re7.ired d&t& )&- collected 0/ 0oth the pri1&r/ &'d -eco'd&r/ -o.rce-,
The d&t& o0jecti5e &re de-cri0e 6ro1 the re-e&rch o0jecti5e- &'d their
deter1i'&tio' re-t- 1&i'l/ o' the re-e&rch to tr&'-l&te )h&t the deci-io' 1&r3er )&'t-
i'to -peci6ic de-cripti5e o6 the 'eeded d&t&,
P*&9:*+%
? The pri1&r/ d&t& )&- collected 6ro1 the2 T*E NE! INDIAN E+PRESS
#ADURAI$ LTD,2 .-er- &t Che''&i, The Re-po'de't- )ere 1et per-o'&ll/ &t
their e-t&0li-h1e't- &'d 7.e-tio''&ire h&- 0ee' (i5e' to the1 &'d &'-)ered
7.e-tio''&ire- )ere collected 0&c3,
? Pri1&r/ d&t& i- the d&t& (&thered 6or the 6ir-t ti1e 0/ the re-e&rcher 0/ .-i'(
7.e-tio''&ire,
S/7)0-:*+ -
:%
? Seco'd&r/ d&t&2 o' the other h&'d2 i- tho-e )hich h&5e &lre&d/ 0ee' collected 0/
-o1eo'e el-e &'d )hich &lre&d/ 0ee' p&--ed thro.(h the -t&ti-tic&l proce--,
? Seco'd&r/ d&t& pert&i'i'( to thi- -t.d/ )&- o0t&i'ed 6ro1 co1p&'/ doc.1e't-2
0ro&cher-2 dep&rt1e't&l i'6or1&tio'’- )e0-ite- etc,
1.8.3 RESEARC# INSTRUMENTS%
I'-tr.1e't K F.e-tio''&ire- per-o'&l &d1i'i-tered$
I'-tr.1e't De-i(' K Both ope' e'd e'clo-e e'ded
F.e-tio' &'d .-ed i' 7.e-tio''&ire-,
;4/'(&)00:&*/ D/'&10
A )ell -tr.ct.red 7.e-tio''&ire )&- .-ed 6or thi- -t.d/, The t/pe- o6
7.e-tio'- .-ed i' the 7.e-tio''&ire )ere ope'Ee'ded2 1.ltipleEchoice &'d
Dichoto1o.- 7.e-tio'-,
1. O</02/0- =4/'(&)0' &re 7.e-tio'-2 )hich &re e'titled to (i5e & 6ree
re-po'-e to their choice,
2. M4>(&<>/273)&7/ =4/'(&)0' &re 7.e-tio'2 )hich co't&i' & li-t o6 &'-)er
&'d per1it the -.0ject to -elect the 0e-t &'-)er,
1.8." SAMPLING%
S&1pli'( i- the proce-- o6 -electi'( & -.66icie't '.10er o6 ele1e't- 6ro1 the
pop.l&tio'2 -o th&t & -t.d/ o6 -&1ple &'d &' .'der-t&'di'( o6 it- propertie- or
ch&r&cteri-tic- )o.ld 1&3e it po--i0le 6or .- to (e'er&liHe -.ch propertie- or
ch&r&cteri-tic- to the pop.l&tio' ele1e't-,
SAMPLEING PLAN%
? S&1pli'( tech'i7.e K Cl.-ter -&1ple
? S&1ple -iHe K S&1ple -iHe cho-e' here 6or thi- -t.d/
)&- 89 &- -.((e-ted 0/ the co1p&'/
? S&1ple .'it K Ad5erti-er- i' Che''&i 1&r3et
? Ti1e Di1e'-io' Kperiod o' ;B
th
?.'e 9C to 8:
-t
?.l/9C
SAMPLE DESIGN%
A S&1ple de-i(' i- & de6i'ite pl&' 6or o0t&i'i'( & -&1ple 6ro1 (i5e' pop.l&tio',
It re6er- to the tech'i7.e or the proced.re the re-e&rcher )o.ld &dopt i' -electio' ite1-
6or the -&1ple, S&1ple 1&/ &- )ell l&/ do)' the '.10er o6 ite1- to 0e i'cl.ded i' the
-&1ple '&1el/2 the -iHe o6 the -&1ple,
P*)5:5&>&(+ ':9<>&01%
#&3e & -peci6ic 1e'tio' o6 it i' the the-i-, So th&t the co'cl.-io'- )o.ld 0e
e5&l.&ted &ccordi'(l/, pro0&0ilit/ -&1pli'( re6er- to the -&1pli'( proce-- i' )hich the
-&1ple- &re -elected 6or & -peci6ic p.rpo-e )ith & preEdeter1i'ed 0&-i- o6 -electio', Thi-
t/pe o6 -&1ple- i- &l-o re7.ired &t ti1e- )he' r&'do1 -electio' 1&/ 'ot 0e po--i0le,
There6ore the reli&0ilit/ o6 co'cl.-io'- 0&-ed o' thi- t/pe o6 -&1pli'( i- le--, !he'e5er &
re-e&rcher .-e- thi- t/pe o6 -&1pli'(,
C>4'(/* S:9<>&01%
Cl.-ter -&1pli'( 1ethod -.((e-t-2 the -&1ple- &re -elected &t di66ere't -t&(e-, I'
thi- 1ethod2 the pop.l&tio' i- 6ir-t di5ided i'to di66ere't -t&(e-, The' 6ro1 the 6ir-t
-t&(e2 & 6e) ite1- &re -elected &t r&'do1 0&-ed o' & -peci6ic 6e&t.re or ch&r&cteri-tic,
>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?E%
The tot&l '.10er- o6 re-po'de't- &re ter1ed &- -&1ple -iHe, The -&1ple
-iHe 6or thi- &'&l/-i- i- 89 re-po'de't-,
SAMPLING UNIT%
S&1pli'( .'it i- th&t o6 “)ho i- to 0e -.r5e/ed%, The -.r5e/ i- o' &d5erti-er-
o6 T*E NE! INDIAN E+PRESS #ADURAI$ LTD,
PERIOD OF STUDY%
The re-e&rch i- c&rried o.t 6or o'e 1o'th ;BE9BE9C to 8:E9=E9C$,
1.8.8 SATISTICAL TOOLS%
The collected d&t& h&- 0ee' -.0jected to &'&l/-e- 0/ .'it’- &ppropri&te
tool-2 perce't&(e2 chi L -7.&re,
The i'6or1&tio' (&thered &'&l/Hed 0/ .-i'( the 6ollo)i'( &ppropri&te tool
-.ch &-K
? Perce't&(e A'&l/-i-
? Chi L S7.&re te-t
P/*7/0
1/ A0:>+'&'%
Perce't&(e re6er- to & -peci&l 3i'd o6 r&tio, It i- .-ed to 1&3e co1p&ri-o'
0et)ee' t)o or 1ore -erie- o6 d&t&, The/ c&' 0e .-ed to co1p&re the rel&ti5e
ite1-2 the di-tri0.tio' o6 t)o or 1ore -erie- o6 d&t& -i'ce the perce't&(e red.ce
e5er/thi'( &- co11o' 0&-e &'d &llo) the 1e&'i'(6.l co1p&ri-o'- to 0e 1&de,
Perce't&(e re6er- to the -peci&l 3i'd o6 r&tio perce't&(e &re .-ed i'
1&3i'( co1p&ri-o' 0et)ee' t)o or 1ore -erie- o6 d&t&, Perce't&(e- &re .-ed to
de-cri0e rel&tio'-hip,
FORMULA%
N). ), */'<)0-/0('
P/*7/01/ (@) A BBBBBBBBBBBBBBBBBBBBBBBBB X 1CC
T)> */'<)0-/0('
B&r ch&rt &'d Pie ch&rt- &re .-ed to e4pl&i' the t&0.l&tio' cle&rl/,
C3& $ S=4:*/ (/'(%
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
C#APTER 2% PROFILES
2.1 INDUSTRY PROFILE
N/D' <:</* 9:*E/(
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 :<; (e'er&lEcirc.l&tio' U,S, d&il/ 'e)-p&per-, Thi- -.r5e/ di66er- 6ro1 e&rlier
7.&'tit&ti5e re-e&rch o' 1&r3etEorie'ted jo.r'&li-1 i' th&t the -&1ple i- l&r(er &'d the
7.e-tio''&ire 1ore co1prehe'-i5e th&' 1o-t other -t.die- o6 thi- -.0ject, I' &dditio'2 the
'&tio'&l -&1ple &llo)- the 6i'di'(- to 0e (e'er&liHed to &ll U,S, (e'er&lEcirc.l&tio'
d&ilie-2 )here&- 1.ch o6 the e&rlier re-e&rch h&- h&d & -t&te)ide or re(io'&l 6oc.-, The
6i'di'(- reported here -ho.ld co'5e/ & 6.ller -e'-e th&' pre5io.-l/ p.0li-hed )or3 o6
)h&t it 1e&'- to 0e & 1&r3etEorie'ted d&il/ 'e)-p&per i' the 1idE:CC9-
A-./*(&'/*'F M/-&: S/>/7(&)0 &0 S9:>> N/D'<:</* M:*E/('.
A- the 1&r3et 0eco1e- co'ti'.&ll/ 1ore co1petiti5e 6or &d5erti-i'( doll&r-2
'e)-p&per- 'eed to de5elop 1ore -ophi-tic&ted -&le- -tr&te(ie-,
:$ Yet2 d.e to per-o''el li1it&tio'- &'d other eco'o1ic co'-ider&tio'-2 -1&ller
'e)-p&per- 1&/ 6i'd co1pili'( d&t& &'d de5elopi'( -&le- -tr&te(ie- to 0e d&.'ti'( t&-3-,
So1e relie6 i- (r&'ted 0/ the t/pic&l &d5erti-er- i' -1&ll co11.'itie- EE loc&l 1erch&'t-,
The/ 1&/ 'ot de1&'d d&t& th&t i- &- -ophi-tic&ted &- th&t re7.ired i' l&r(er 1&r3et-
0ec&.-e the 5&-t 1&jorit/ o6 &d5erti-er- i' -1&ller 1&r3et- &re 'ot 5er/ 3'o)led(e&0le
&0o.t 1&r3et co'ditio'-,
;$ Thi- doe- 'ot &0-ol5e 'e)-p&per -&le- per-o''el 6ro1 3'o)i'( their
&d5erti-er-, I' )riti'( &0o.t the rel&tio'-hip 0et)ee' '&tio'&l &d5erti-er- &'d & -&1ple
co1pri-ed 1o-tl/ o6 l&r(er d&ilie-2 D&'iel Sto.t co'cl.ded th&t )he' & -&le-per-o'
co1e- to .'der-t&'d the 6&ctor- th&t i'6l.e'ce the &d5erti-er2 Jthe -3ill- o6 th&t per-o' &re
e'h&'ced,J
8$ 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-, E5e' i' tho-e 1&r3et-2 &-
-&le-people de5elop 0etter -3ill-2 the/ 1&/ i'cre&-e the &d re5e'.e- th&t )ill help 6.'d &'
i1pro5ed 'e)- prod.ct,
N/D'<:</*' &0 C3/00:&
There &re & '.10er o6 'e)-p&per- th&t &re p.0li-hed 6ro1 Che''&i cit/, So1e o6 the
)idel/ re&d 'e)-p&per- i' Che''&i &reK
• T3/ #&0-4K The *i'd. i- o'e o6 the pre1ier E'(li-h d&ilie- 'ot o'l/ i' Che''&i
0.t &l-o i' I'di&, The 'e)-p&per )&- 6o.'ded i' the /e&r :<=< &'d )&- p.0li-hed
o' & )ee3l/ 0&-i-, *o)e5er2 the 'e)-p&per )&- 1&de & d&il/ i' the /e&r :<<C,
The E'(li-h d&il/ e1plo/- the &d5&'ced tech'olo(/ 6or p&(e de-i('i'( &'d
pri'ti'(, The p&per i- r&ted &1o'( the :9 0e-t p&per- o6 the )orld,
• T3/ N/D I0-&:0 EG<*/''K Thi- i- &'other E'(li-h d&il/ p.0li-hed 6ro1 Che''&i,
The 'e)-p&per )&- e-t&0li-hed i' the /e&r :C8;, The 'e)-p&per i- p.0li-hed
6ro1 "&r'&t&3&2 "er&l&2 Coi10&tore2 "ochi2 */der&0&d2 B&'(&lore &'d A'dhr&
Pr&de-h,
• T3/ D/77:0 C3*)0&7>/K The Decc&' Chro'icle i- the 6o.rth l&r(e-t E'(li-h
l&'(.&(e d&il/ i' I'di&, The d&il/ i- p.0li-hed 6ro1 T&1il N&d. &'d A'dhr&
Pr&de-h, The c&rtoo' -trip- 6e&t.ri'( o' the co5er p&(e &'d i'-ide p&(e- o6 the
'e)-p&per &re it- 1&i' ch&r&cteri-tic, It i- the l&r(e-t circ.l&ted d&il/ i'
*/der&0&d,
So1e o6 the re(io'&l 'e)-p&per- p.0li-hed i' Che''&i &re Di'&1&l&r2 Th&'thi2
Di'&3&r&'2 A'&'d& Vi3&t&'2 Di'&1&'i2 Vid.th&l&i,
Role of Indian Newspaper
Ne)-p&per- &'d 'e)-p&per &d5erti-i'( h&- 0ee' the 1o-t
i1port&'t tool i' -h&pi'( the (ro)th &'d de5elop1e't o6 &'/ -ociet/ i' the 1oder'
)orld, #ore th&' &'/thi'(2 the/ h&5e 0ee' 5er/ i'-tr.1e't&l i' 0rid(i'( the
co11.'ic&tio' (&p 0et)ee' people th&t co'tri0.te- to the &ir o6 &)&re'e-- i' & -ociet/,
Si'ce the 5er/ 6ir-t d&/ th&t the olde-t 'e)-p&per i' the )orld h&d 1&de
it- &ppe&r&'ce2 there h&- 0ee' -ee' pro(re--i5e ch&'(e- th&t h&5e c&t&p.lted the St&t.- o6
e5er/ -ociet/ to 'e) le5el- o6 e5ol.tio' 6ro1 ti1e to ti1e, The 'e)-p&per i'd.-tr/ i'
e5er/ co.'tr/ -t&'d- o.t &- &' i'6l.e'ti&l 0od/ co'tri0.ti'( to the de5elop1e't o6 the
1oder' -ociet/ 0/ &cti'( &- o'e o6 the 1o-t pote'ti&l pl&t6or1
6or e4ch&'(e o6 tho.(ht- &'d opi'io'-, #oreo5er2 0/ co5eri'( & )ide &rr&'(e o6 topic-
th&t &re rele5&'t to the d&il/ li5e- o6 the people i' & -ociet/2 it pro1.l(&te- the ide'tit/ o6
the -ociet/2 &'d &ct- &- the di-pe'-er o6 p.0lic opi'io'-, O'e o6 the 1o-t cr.ci&l t&-3- o6
the 'e)-p&per i'd.-tr/ i- it- co'tri0.tio' to)&rd- the eco'o1ic &'d i'd.-tri&l
de5elop1e't o6 & co.'tr/ thro.(h
it- &--i1il&tio' o6 the people’- 5oice,
The I'di&' 'e)-p&per i'd.-tr/ h&- p&--ed 5&rio.- -t&(e- o6 e5ol.tio' to
re&ch the -t&t.- th&t it e'jo/- tod&/ L th&t o6 & le&di'( pre-- &re'& i' the )orld, There &re
h.'dred- o6 'e)-p&per- th&t re&ch o.t to the people o6 thi- 5&-t co.'tr/ i' e'or1o.-
'.10er- e5er/ 1or'i'(, A t/pic&l I'di&' d&il/ 'e)-p&per i- the -t&ple diet 6or & t/pic&l
I'di&'2 0ri'(i'( hi1Oher 'e)- 6ro1 &ll o5er the (lo0e, Si'ce d&il/ 'e)-p&per- -.cceed i'
&ttr&cti'( 1ore re&der-hip-2 &' I'di&' d&il/ 'e)-p&per i- the order o6 the 1or'i'( 6or
e&(er 'e)- h.'(r/ re&der- &cro-- the co.'tr/, B/ (&r'eri'( &' i'cre&-i'( '.10er o6
-.0-cri0er- i' the 6or1 o6 re&der-2 'e)-p&per- cle&rl/
re6lect the i'di5id.&lit/ o6 & re&der &'d the co.'tr/ &- )ell, The (ro)th i' the circ.l&tio'
o6 'e)-p&per- i' the co.'tr/ re-.lt- i' the o5er&ll eco'o1ic pro-perit/ o6 the co.'tr/2
ele5&ti'( it to hi(her le5el-, A' I'di&' d&il/ 'e)-p&per -tri3i'(l/ pl&/- & -i('i6ic&'t role
i' the -tr.ct.r&l -h&pi'( o6 the co.'tr/’- eco'o1ic&l de5elop1e't, I' 6&ct2 the 'e)-p&per
i'd.-tr/ o6 &'/ co.'tr/ 6or th&t 1&tter -pre&d- 3'o)led(e &'d &)&re'e-- &1o'(-t the
people 0/ prop&(&ti'( it-el6 &- & 1edi.1 6or & )ide &re& o6 topic- -.ch &- politic-2 -port-2
-oci&l i--.e-2 1edici'e2 e'tert&i'1e't2 &d5erti-i'( &'d 1&r3eti'( &'d -o o', The-e
6&ctio'- (el 0et)ee' e&ch other o' p&per to rope i' pro-perit/ 6or & co.'tr/ 0/ c&-hi'( i'
eco'o1icpro-perit/,
N/D'<:</* I0-4'(*+ &0 I0-&:
Ne)-p&per- -h&pe the '&tio' &'d it hold- tr.e 6or I'di& &- )ell, E5e'
0e6ore I'di& (ot i'depe'de'ce2 'e)-p&per- pl&/ed & 1&jor role i' -pre&di'( the i--.e o6
i'depe'de'ce, Tod&/2 I'di& h&- o5er 899 0i( 'e)-p&per-2 0e-ide- h.'dred- o6 1edi.1
&'d -1&llE-iHed o'e-, A'd the '.10er i- i'cre&-i'( &l1o-t e5er/d&/ &- e4i-ti'(
'e)-p&per- 0ri'( o.t 'e) editio'- &p&rt 6ro1 'e) pl&/er- joi'i'( the 0&'d)&(o', #ore
rece'tl/2 #etro I'ter'&tio'&l2 S)ede' i- i' t&l3- )ith ABP (ro.p to l&.'ch their d&il/
P#etro’ i' I'di&, The 'e(oti&tio'- &re o' &'d 5er/ -oo' the de&l )o.ld 0e do'e,
Si1il&rl/2 U" 0&-ed A--oci&ted Ne)-p&per- &'d I'di& Tod&/ Gro.p h&5e e'tered i'to &
joi't 5e't.re to l&.'ch the PD&il/ #&il’ i' I'di&, !ith -.ch i'ter'&tio'&l 'e)-p&per-
6or&/i'( i'to the I'di&' 1&r3et2 the 6.t.re o6 the 'e)-p&per i'd.-tr/ &t l&r(e2 loo3-
pro1i-i'(, Little do.0t the' th&t I6r& i- -et to hold it- pop.l&r e5e't I6r&E4po 6or the 6ir-t
ti1e i' I'di&,
There )&- & ti1e )he' -elect (ro.p o6 'e)-p&per- )ere r.li'( & p&rtic.l&r re(io'
&'d the/ &ll )ere -el6Eco't&i'ed &'d did 'ot )i-h to 6or&/ i'to other re(io'-, >or
e4&1ple2 *i'd.-t&' Ti1e- )&- co'6i'ed to Delhi re(io'2 The *i'd. i' Che''&i re(io'2
)hile Tri0.'e )&- dedic&ted to A10&l& l&ter Ch&'di(&rh$2 A'&'d&0&H&r P&tri3& )&-
co'6i'ed i' !e-t Be'(&l &'d Bh&-3&r i' G.j&r&t &'d -o o',
The I'di&' E4pre-- (ro.p l&.'ched it- #&r&thi d&il/ PLo3-&tt&’ i' B&'(&lore &'d
*/der&0&d, Decc&' Chro'icle *oldi'(- Ltd l&.'ched the Che''&i editio' o6 Decc&'
Chro'icle &'d the/ &re 'o) pl&''i'( to 0ri'( o.t & B&'(&lore editio' &- )ell, *T #edi&
Ltd l&.'ched & 'e) editio' i' "ol3&t& &'d l&tel/ i' #.10&i, The/ &l-o rel&.'ched *T
Ne4t2 t&r(eted &t -t.de't- o6 &(e (ro.p :; to :B /e&r- )ith it- 'e) c&1p&i(' PI &1 'e4t’,
B.-i'e-- 'e)-p&per- h&5e &l-o 0r&'ched i'to 'e) editio'- i' 'e)er
territorie-, >i'&'ci&l E4pre--2 the 0.-i'e-- d&il/2 l&.'ched it- P.'e editio' )hile B.-i'e--
St&'d&rd l&.'ched it- Bh.0&'e-h)&r editio', A'other 0.-i'e-- 'e)-p&per ;9 p&(e-
colo.r &'d @ p&(e- 0l&c3E&'d)hite$ l&.'ched )&- P#i't’ 6ro1 the *i'd.-t&' Ti1e-
(ro.p i' Delhi &'d #.10&i, A6ter the-e t)o citie-2 *T #edi& pl&'- to l&.'ch #i't i'
"ol3&t& &'d Ch&'di(&rh2 (i5i'( co1petitio' to Eco'o1ic Ti1e- 6ro1 Ti1e- o6 I'di&
(ro.p, DNA #o'e/ l&.'ched it- Ah1ed&0&d editio' 6or the G.j&r&ti 0.-i'e--1e' &'d
&l-o & -t&'dE&lo'e #.10&i editio'2 e5e' tho.(h it co'ti'.e- to 0e &5&il&0le &- &
-.pple1e't &lo'( )ith the 1&i' p&per PDNA’ i' #.10&i, DNA #o'e/ i- pl&''i'( to
0ri'( o.t it- ?&ip.r editio' &- )ell, The Ti1e- Gro.p h&- l&.'ched & G.j&r&ti l&'(.&(e
editio' o6 The Eco'o1icTi1e-,
It’- re&ll/ -.rpri-i'( th&t ho) 6ierce co1petitor- joi' h&'d- to 6or1 'e) -tr&te(ie-
E 6ir-t it )&- i' collecti5e 1&r3eti'( c&1p&i('- &'d 'o) & joi't 'e)-p&per &- )ell, A- &
'e) 1&r3eti'( &lli&'ce2 B.-i'e-- St&'d&rd h&- tied .p )ith De-h P&rde- Ni A&j"&&l2 &
G.j&r&ti e5e'i'( 'e)-p&per2 6or &d5erti-i'( co10i'&tio', Thi- -tep h&- 0ee' t&3e' to
(ro) the circ.l&tio' o6 B.-i'e-- St&'d&rd i' S&.r&-htr& &'d ".tch re(io'-,
RECENT ISSUES IN NEWSPAPER INDUSTRY
?
The print media industry is saying it is not as bullish as it was last year
*i'd.-t&' Ti1e- &'d Ti1e- o6 I'di& joi'tl/ l&.'ched & 'e)-p&per P#etro No)2’ &
1or'i'( t&0loid t&r(eted &t the &(e (ro.p o6 :<E89 /e&r-, #etro No) i- p.0li-hed 0/
#etropolit&' #edi&G & A9KA9 joi't 5e't.re 0et)ee' *T #edi& &'d The Ti1e- o6 I'di&
(ro.p, E5e' tho.(h the t&0loid- h&5e 'ot 0ee' 5er/ -.cce--6.l i' the p&-t2 -peci&ll/ i'
Delhi2 0.t thi- 1&r3et i- 'o) -et to e4perie'ce )orldEcl&-- ch&'(e- &- three 1&jor
t&0loid- &re li'ed .p 6or Delhi re(io' &lo'e E 6ir-t it )&- #etro No) &'d rece'tl/ #id
D&/ (ro.p h&- rel&.'ched it- &6ter'oo' t&0loid P#id D&/ Delhi’ o' the -&1e co'te't
li'e- &- P#id D&/ #.10&i,’ Both the 'e)-p&per- &re t&r(eted &t the /o.'( re&der- )ho
&re re(.l&rl/ o' the 1o5e, Be-ide-2 the Ti1e- o6 I'di& (ro.p i- -et to l&.'ch B&'(&lore
#irror2 &'other t&0loid 6or the IT cit/ B&'(&lore, I' ter1- o6 &dopti'( 'e) tech'olo(ie-2
the 'e)-p&per- h&5e re&liHed th&t c.-to1er i- the 3i'( &'d &1id-t -o 1&'/ choice-2
re&der- )o.ld (o 6or 'e)-p&per- th&t &re 1ore re&derE-peci6ic2 co'te'tErich &'d (i5e
5&l.e 6or 1o'e/, The 0l&c3&'dE )hite tech'olo(/ i- 0eco1i'( p&--Q )hether it i- &
1o0ile pho'e or & 'e)-p&per, Tod&/2 re&der- pre6er &llEcolo.r editio'- &'d 1ore &'d
1ore 'e)-p&per- h&5e co1e o.t )ith &llEcolo.r editio'-, Thi- h&- 'ece--it&ted the
'e)-p&per p.0li-her- to opt 6or CtP tech'olo(/2 )hich 0/ de6&.lt h&- i1pro5ed the pri't
7.&lit/ &'d red.ced the )&-te perce't&(e, Be-ide-2 the 'e)-p&per- &re &l-o (oi'( i' 6or
1&3eo5er o6 their p.0lic&tio'-2 i' ter1- o6 l&/o.t2 6o't &'d -o1eti1e- e5e' 1&-the&d,
>or thi-2 the/ &re -pe'di'( -.0-t&'ti&l 1o'e/ &'d &re e5e' t&3i'( help o6 i'ter'&tio'&l
de-i('er-, The c.tEo66 -iHe A@B 11 i- pre6erred o5er A=< 112 )hich h&- re-.lted i'
-&5i'(- i' 'e)-pri't co-t, The price o6 the 'e)-p&per- &l-o d)i'dled &'d -o1e
'e)-p&per- e5e' )e't to the e4te't o6 o66eri'( their 'e)-p&per &t Re : o'l/, The 'e)l/
l&.'ched #etro No) 'e)-p&per i- &l-o o66ered 6or & co5er price o6 Re : o'l/ &'d
pro5ide- @9 p&(e- i' colo.r &'d < i' 0l&c3E&'dE)hite,
Top 'e)-p&per- i' I'di& &re 'o) opti'( 6or hi(hE-peed )e0 pre--e- li3e
th&t o6 Go--2 #AN Rol&'d2 #it-.0i-hi &'d 1&ilroo1 -/-te1- 6ro1 >er&( &'d #.ller
#&rti'i, *o)e5er2 the 1&jorit/ o6 'e)-p&per- &re co'ti'.i'( their prod.ctio' o'
i'di(e'o.-l/ prod.ced e7.ip1e't, !ith thi- i1pre--i5e (ro)th i' the i'd.-tr/2 it i- hi(h
ti1e th&t the hi(he'd 1&'.6&ct.rer- 6ro1 de5eloped co.'trie- 1&/ e'ter i'to I'di& either
i' coll&0or&tio' )ith loc&l 1&'.6&ct.rer- or i'depe'de'tl/ to t&p the (ro)i'( de1&'d,
I'6&ct2 & little 0ird h&- i'6or1ed th&t & le&di'( 6orei(' 1&'.6&ct.rer i- i' t&l3- )ith &
loc&l )e0 pre-- 1&'.6&ct.rer to joi'tl/ -et .p & 'e) 1&'.6&ct.ri'( 6&cilit/ i' I'di&, It
)o.ld i'deed 0e & 1&jor -tep i' thi- i'd.-tr/ &'d the e66ect )o.ld 0e 6or &ll o6 .- to -ee,
F.&lit/ h&- 0eco1e &' i1port&'t 6&ctor i' the i'd.-tr/ &'d I'di&' 'e)-p&per- &re
co'ti'.o.-l/ i'5e-ti'( i' 7.&lit/ co'trol e7.ip1e't-, The de1&'d 6or &.to1&tic
? Newsprint prices have increased 50% in the last 6 months
? Indian Newspaper Society has advised its member-publications to reduce their
newsprint consumption by 20%
? To tide over the crisis INS members are pressing !or a "0% increase in
government advertising rates
? Newspapers may see a #0% drop in ad volume
re(i-tr&tio' co'trol -/-te1- h&- i'cre&-ed to the e4te't th&t le&di'( 1&'.6&ct.rer FI
Pre-- Co'trol- i- pl&''i'( to co1e .p )ith 1&'.6&ct.ri'( &cti5itie- i' I'di&,
2.2 COMPANY PROFILE%
The Ne) I'di&' E4pre-- i- & 'e)-p&per )ith it- he&d o66ice 0&-ed i' Che''&i i'
-o.th I'di&, It )&- -t&rted i' :C8; &- the I'di&' E4pre--2 .'der the o)'er-hip o6
Che''&iE0&-ed Ver&dh&r&j.l. N&id., I' :CC:2 6ollo)i'( the de&th o6 the the' o)'er
R&1'&th Goe'3&2 the Goe'3&I- 6&1il/ -plit the (ro.p i'to t)o -ep&r&te co1p&'ie-, The
'orther' editio'-2 he&d7.&rtered i' #.10&i2 ret&i'ed &'d re'&1ed I'di&' E4pre-- i'to
The I'di&' E4pre-- title2 )hile the -o.ther' editio'- 0ec&1e The Ne) I'di&' E4pre--,
The t)o 'e)-p&per- .-ed to -h&re &rticle- till e&rl/ ;99<2 0.t the/ &re 'o) 5er/ 1.ch
di66ere't corpor&te e'titie-, The 'e)-p&per i- 3'o)' 6or it- i'trepid &'d &'tiE
e-t&0li-h1e't to'e,
E4pre-- Net)or3 Pri5&te Li1ited )&- i'corpor&ted o' :8,<,CC .'der the I'di&'
Co1p&'ie- Act2 :CAB, The co1p&'/ )&- pro1oted 0/ The Ne) I'di&' E4pre-- Gro.p,
The o0ject- o6 the co1p&'/ i'cl.de2 &1o'( other thi'(-2 c&rr/i'( o' the 0.-i'e--
o6 'et)or3 &'d -o6t)&re,
E4pre-- Net)or3 Pri5&te Li1ited &'d E4pre-- P.0lic&tio'- #&d.r&i$ Ltd,2 co1e
.'der The Ne) I'di&' E4pre-- Gro.p o6 Co1p&'ie-, The 1&jor or(&'i-&tio' i' the
Gro.p i- E4pre-- P.0lic&tio'- #&d.r&i$ Li1itedG it 0ri'(- o.t the pre-ti(io.- E'(li-h
l&'(.&(e 'e)-p&per The Ne) I'di&' E4pre-- 6ro1 ;: ce'tre- -pre&d o5er the 6o.r
-o.ther' -t&te- o6 T&1il N&d.2 "&r'&t&3&2 A'dhr& Pr&de-h2 "er&l&2 &'d &l-o Ori--&,
E4pre-- P.0lic&tio'- #&d.r&i$ Ltd i- &l-o the p.0li-her o6 t)o 5er'&c.l&r
'e)-p&per-, The-e &re Di'&1&'i i' T&1il &'d "&''&d& Pr&0h& i' "&''&d&, The Gro.p
&l-o p.0li-he- the 6ollo)i'( 1&(&Hi'e-K Ci'e1& E4pre-- T&1il$2 #&l&/&l&1 V&&ri3&
#&l&/&l&1$ &'d T&1il&' E4pre-- T&1il$,
E4pre-- P.0lic&tio'- #&d.r&i$ Li1ited 2 6or1erl/ I'di&' E4pre-- #&d.r&i$
Li1ited$ )&- i'corpor&ted o' ::th April :CAC .'der the I'di&' Co1p&'ie- Act2 :CAB &'d
h&- it- Re(i-tered O66ice &t E4pre-- G&rde'2 ;C Seco'd #&i' Ro&d2 A10&tt.r I'd.-tri&l
E-t&te2 Che''&i B99 9A<,
E4pre-- #&d.r&i$ Gro.p i- &' i'depe'de't Gro.p2 P.0li-hi'( Ne)-p&per- &'d
Periodic&l- i' the St&te- o6 T&1il N&d.2 A'dhr& Pr&de-h2 "&r'&t&3&2 "er&l&2 Ori--& &'d
U'io' Territorie- o6 Po'dicherr/2 A'd&1&' &'d Nico0&r I-l&'d-2 E'&1 &'d L&3-hd)eep,
The Co1p&'/I- p.0lic&tio'- i'cl.de D&ilie- 5iH,
• The Ne) I'di&' E4pre-- i' E'(li-h the -o.ther' editio'- o6 The I'di&' E4pre--
re'&1ed &- JThe Ne) I'di&' E4pre--J2 e66ecti5e 6ro1 ;<E:;EC<$2
• Di'&1&'i i' T&1il2
• "&''&d& Pr&0h& i' "&''&d&,
#&'()*+
I'di&' E4pre-- )&- -t&rted i' :C8; &t Che''&i 0/ &' A/.r5edic doctor &'d I'di&'
N&tio'&l Co'(re-- 1e10er V&r&d&r&j.l. N&id.2 p.0li-hi'( 6ro1 hi- “T&1il N&d.% pre--,
B.t -oo' .'der 6i'&'ci&l di66ic.ltie-2 he -old it to S S&d&'&'d2 6o.'der o6 the The >ree
Pre-- ?o.r'&l2 &'other E'(li-h 'e)- p&per,
I' :C882 The I'di&' E4pre-- ope'ed it- -eco'd o66ice i' #&d.r&i &'d l&.'ched the
T&1il editio' Di'&1&'i, S&d&'&'d i'trod.ced -e5er&l i''o5&tio'- &'d red.ced the price2
0.t )&- l&ter 6orced to -ell p&rt o6 the -t&3e i' 6or1 o6 co'5erti0le de0e't.re- to R&1'&th
Goe'3& d.e to 6i'&'ci&l di66ic.ltie-, L&ter2 )he' hi- The >ree Pre-- ?o.r'&l 6.rther )e't
i'to 6i'&'ci&l cr.'ch i' :C8A2 S&d&'&'d lo-t the o)'er-hip o6 I'di&' E4pre-- &6ter & lo'(
co'tro5er-i&l co.rt 0&ttle )ith Goe'3&2 )here 0lo)- )ere e4ch&'(ed 0et)ee' -o1e o6
the p&rtie-, >i'&ll/2 & /e&r l&ter2 Goe'3& 0o.(ht the re-t o6 the ;B per ce't -t&3e 6ro1
S&d&'&'d2 &'d the p&per c&1e .'der Goe'3&I- co'trol )ho too3 the &lre&d/ &'tiE
e-t&0li-h1e't to'e o6 the p&per to (re&ter hei(ht-, Al-o &t th&t ti1e it h&d to 6&ce -ti66
co1petitio' 6ro1 & )ell e-t&0li-hed The *i'd. &'d the #&il 0e-ide- other pro1i'e't
'e)-p&per-, I' l&te :C89- the circ.l&tio' )&- 'o 1ore th&' ;999
I' :C8C it &l-o 0o.(ht o.t A'dhr& Pr&0h&2 &'other pro1i'e't Tel.(. D&il/, L&ter
it (&i'ed the '&1e Three #.-3eteer- 6or the three d&ilie-, I' :C@9 the )hole pre1i-e-
)ere (.tted 0/ 6ire, The *i'd.2 it- ri5&l2 helped co'-ider&0l/ i' reEl&.'chi'( the p&per2
0/ (etti'( it pri'ted te1por&ril/ &t o'e o6 it- S)&de-i1ithr&'’- pre-- &'d l&ter o66eri'( it-
rece'tl/ 5&c&ted pre1i-e- &t ;2 #o.'t Ro&d l&ter to 0eco1e the l&'d1&r3 E4pre--
E-t&te-,
Thi- reloc&tio' &l-o helped the E4pre-- o0t&i' 0etter hi(h -peed pri'ti'(
1&chi'e-2 )hile -o1e cl&i1ed the Goe'3& h&d deli0er&tel/ -et 6ire to e-c&pe 6i'&'ci&l
e10&rr&--1e't,
I' l&ter /e&r-2 Goe'3& -t&rted the #.10&i editio' )ith the l&'d1&r3 E4pre--
To)er- &- hi- o66ice )he' the #or'i'( St&'d&rd )&- 0o.(ht 0/ hi1 i' :C@@, T)o /e&r-
l&ter to 0eco1e it 0ec&1e the #.10&i editio' o6 The I'di&' E4pre--, L&ter o'2 editio'-
)ere -t&rted i' -e5er&l citie- li3e #&d.r&i :CA=$2 B&'(&lore :CBA$ &'d Ah1ed&0&d
:CB<$, The >i'&'ci&l E4pre-- )&- l&.'ched i' :CB: 6ro1 #.10&i2 "&''&d& Pr&0h&
"&''&d& D&il/$ 6ro1 B&'(&lore i' :CBA &'d & B&'(&lore editio' o6 the Tel.(. D&il/
A'dhr& Pr&0h&2 &'d G.j&r&ti d&ilie- Lo3 S&tt& &'d ?&'-&tt& i' :CA;2 6ro1 Ah1ed&0&d
&'d B&rod&,
The Delhi editio' -t&rted )&- )he' the Tej (ro.pI- I'di&' Ne)- Chro'icle )&-
&c7.ired i' :CA:2 )hich 6ro1 :CA8 0ec&1e the Delhi editio' o6 I'di&' E4pre--, I' :CC9
it 0o.(ht the Sterli'( (ro.p o6 1&(&Hi'e-2 &'d &lo'( )ith it the Ge'tle1&' 1&(&Hi'e,
A6ter Goe'3&I- de1i-e i' :CC:2 t)o o6 the 6&1il/ 1e10er- -plit the (ro.p i'to
I'di&' E4pre-- #.10&i )ith &ll the North I'di&' editio'-2 )hile the So.ther' editio'-
)ere (ro.ped &- E4pre-- #&d.r&i Ltd )ith Che''&i &- he&d7.&rter-,
The Ne) I'di&' E4pre-- d&il/ i- p.0li-hed 6ro1 the 6ollo)i'( citie-K
• B&'(&lore
• Bel(&.1
• Bh.0&'e-)&r
• Che''&i
• Coi10&tore
• */der&0&d
• "ochi
• "oHhi3ode
• #&d.r&i
• Shi1o(&
• Thir.5&'&'th&p.r&1
• Tir.ch/
• Vij&/&)&d&
• Vi-&3h&p&t'&1,
E4pre-- Net)or3 Pri5&te Li1ited i- -.0-idi&r/ co1p&'/ o6 E4pre-- P.0lic&tio'-
#&d.r&i$ Li1ited, It h&- 0ee' (r&'ted lice'ce 0/ E4pre-- P.0lic&tio'- #&d.r&i$ Ltd, to
.-e the .'der 1e'tio'ed )e0-ite- re(i-tered i' it- '&1eK
))),i'di&5&rt&,co1
))),'e)i'dpre--,co1
))),di'&1&'i,co1
))),3&''&d&pr&0h&,co1
))),&'dhr&pr&0h&,co1
))),&p)ee3l/,co1
))),ci'e1&e4pre--,co1
))),1&l&/&l&15&ri3h&,co1
))),t&1il&'e4pre--,co1
PLANT LOCATION
2.2.1 PRODUCT PROFILE
The Co1p&'/I- p.0lic&tio'- i'cl.de D&ilie- 5iH,
• The Ne) I'di&' E4pre-- i' E'(li-h the -o.ther' editio'- o6 The I'di&' E4pre--
re'&1ed &- JThe Ne) I'di&' E4pre--J2 e66ecti5e 6ro1 ;<E:;EC<$2
• Di'&1&'i i' T&1il2
• "&''&d& Pr&0h& i' "&''&d&,
I' &ditio' to d&ilie-2 the co1p&'/ &l-o 0ri'(- o.t 1&(&Hi'e-,
• Ci'e1& E4pre-- T&1il$
• #&l&/&l&1 V&&ri3& #&l&/&l&1$
• T&1il&' E4pre-- T&1il$,
It- 5&rio.- -.pple1e't-2 )hich &ppe&r o' & )ee3l/ or 6ort'i(htl/ 0&-i-2 i'cl.de
• The 'e) S.'d&/ e4pre-- S.'d&/$
• i,)it'e-- &'d i,)it'e-- ; S.'d&/ 1&(&Hi'e-$
• Deit(ei-t S&t.rd&/$
• I'd.l(e >rid&/$
• E4pre--o d&il/EChe''&i$
• Cit/ e4pre--
C#APTER 3% LITERATURE SURVEY%
3.1.CONCEPTUAL AND T#EORETICAL REVIEW
A-./*(&'&01 P/*7/<(&)0 S4*./+ EG</*('
D/,&0&(&)0% Ad5erti-i'( Perceptio' S.r5e/ E I' the co'te4t o6 liti(&tio'2 &' &d5erti-i'(
perceptio' -.r5e/ i- & -t.d/ co11i--io'ed 0/ & ch&lle'(er -ee3i'( to -ho) th&t &
co1petitorI- &d5erti-i'( co't&i'- i1plied 1e--&(e- th&t &re 6&l-e or 1i-le&di'(,
W3 A-./*(&'/*' T3&0E
The l&r(e-t 1.ltiEclie't -t.d/ o6 1edi& deci-io' 1&3er- i' the )orld2 The
Ad5erti-er I'telli(e'ce Report- AIR$ pro5ide- 1edi& e4ec.ti5e- )ith the pl&'- &'d
opi'io'- o6 1ore th&' :2A99 &d5erti-i'( deci-io'E1&3er- &(e'c/ &'d 1&r3eter$2 0/
1edi& deci-io' 1&3i'( re-po'-i0ilit/2 &cro-- t)el5e 1&jor &d5erti-i'( c&te(orie-2 &0o.t
1ore th&' 899 le&di'( o'li'e2 pri't &'d tele5i-io' 1edi& 0r&'d-,
"e/ #e&-.re- &'d Tre'd- 0/ le&di'( O'li'e #edi& Br&'d-2 #&(&Hi'e-2 N&tio'&l
Ne)-p&per- &'d Tele5i-io' Net)or3- i'cl.deK
• Ad5erti-i'( Co'-ider&tio'
• Ad5erti-i'( Pl&'-
• #edi& Selectio' Criteri&
• Perceptio'- o6 #edi& Br&'d- 0/ Selectio' Criteri&
• Perceptio'- o6 #&r3eti'( E66ecti5e'e--
• Perceptio'- o6 S&le- Co5er&(e
• Perceptio'- o6 S&le-people
• Ad5erti-er S&ti-6&ctio'
• Pl&'- to I'cre&-e2 Decre&-e &'d #&i't&i' Ad Spe'di'(
M/:'4*/- A-./*(&'&01 C/1)*&/' I07>4-/%
• E'tert&i'1e't
• >i'&'ce
• *o1e >.r'i-hi'(- &'d Appli&'ce-
• Li7.or2 Beer &'d !i'e
• Ph&r1&ce.tic&l- &'d *e<h C&re
• Ret&il
• Tech'olo(/ &'d Co'-.1er Electro'ic-
• Toiletrie- &'d Co-1etic- Be&.t/$
A-./*(&'/* P/*7/<(&)0'% O<(&9&'9 -)D0 ,)* 2CC
The 6orec&-t- predicti'( &' .p-)i'( i' o'li'e &d5erti-i'( &'d &' i'cre&-e i'
0.d(et- 1&/ h&5e 0ee' & 0it o662 &t le&-t 6or the 6ir-t -i4 1o'th- o6 ;99<, Accordi'( to the
1o-t rece't Ad5erti-er Perceptio'- -.r5e/2 &d5erti-i'( e4ec.ti5e- h&5e do.0t- &0o.t the
o'li'e -pe'd i'cre&-i'( &t hi(h r&te- thi- /e&r,
The -.r5e/ 6o.'d th&t =BR o6 &d5erti-i'( e4ec.ti5e- 'ot 6eel th&t o'li'e &d
0.d(et- )ill i'cre&-eG & decre&-e o6 8R o5er the l&-t -.r5e/, A0o.t ;:R o6 e4ec.ti5e-
6eel 0.d(et- )ill -t&/ the -&1e,
O'li'e 0.d(et- &re'It the o'l/ o'e- to -.66er, Accordi'( to the -.r5e/ :BR o6
&d5erti-i'( e4ec.ti5e- &'d 1edi& 0./er- e4pect the -h&re o6 r&dio &d5erti-i'( to i'cre&-eG
i' the -pri'( o6 ;99= ;BR o6 1&r3eter- e4pected r&dioI- &d 0.d(et to i'cre&-e,
Bro&dc&-t tele5i-io' h&- &l-o -ee' & decre&-e, O'l/ ;;R o6 e4ec.ti5e- e4pect
0.d(et- to i'cre&-e i' the 0ro&dc&-t &re'& co1p&red to ;CR i' -pri'( I9=,
#&(&Hi'e- &'d 'e)-p&per 0.d(et- &re &l-o e4pecti'( & decli'e ;@R &'d 8=R
re-pecti5el/$, O.tdoor &d5erti-i'( 0.d(et- co.ld -ee & ;;R decli'e, #e&')hile 1o0ile i-
&l-o e4pected to -lide & 0it2 6ro1 AAR e4pecti'( &' i'cre&-e to @<R,
PERCEPTION
>red l.th&'- opi'e-2 “Perceptio' i- &' i1port&'t 1edit&ti'( co('iti5e proce--
thro.(h )hich per-o' 1&3e i'terpret&tio'- o6 the -ti1.l.- or -it.&tio' the/ &re 6&ced
)ith,%
Stephe', P, Ro00i'- de6i'e- perceptio' &- “& proce-- 0/ )hich i'di5id.&l-
or(&'iHe &'d i'terpret their -e'-or/ i1pre--io'- i' order to (i5e 1e&'i'( to the
e'5iro'1e't,%
Perceptio' i- the proce-- thro.(h )hich i'6or1&tio' 6ro1 the o.t-ide
e'5iro'1e't i- -elected2 recei5ed2 or(&'iHed2 &'d i'terpreted to 1&3e it 1e&'i'(6.l to
/o., Perceptio' re6er- to i'terpret&tio' o6 -e'-or/, I' other )or3- -e'-&tio' i'5ol5e-
.'der-t&'di'( )h&t the -ti1.l.- 1e&'-,
C3:*:7(/*&'(&7' ), (3/ </*7/&./*%
The ch&r&cteri-tic- o6 the percei5er i'cl.de -.ch 6&ctor- -.ch &- 'eed-2 5&l.e-2
e4perie'ce &'d &ttit.de-, A per-o'- 'eed-2 h&0it-2 i1p&ct- o6 p&-t e4perie'ce ethic- &'d
per-o'&lit/ &ll i'6l.e'ce the percept.&l proce--,
C3:*:7(/*&'(&7' ), (3/ </*7/&./-%
It 1&/ de6/ lo(ic &'d o0jecti5it/ 0.t perceptio' &0o.t other- &re i'6l.e'ced 0/
their ph/-ic&l ch&r&cteri-tic- -.ch &- &ppe&r&'ce2 6&ci&l e4pre--io'2 &(e2 (e'der2 1&''er
o6 co11.'ic&tio' &- )ell &- per-o'&lit/ tr&it- &'d other 6or1- o6 0eh&5ior,
E(, !he' )e -ee per-o'- to 0e &--erti5e &'d co'6ide't )e &--.1e hi1 to 0e &'
e4ec.ti5e or le&der,
P/*7/<(4:> S/>/7(&.&(+%
Percept.&l -electi5it/ re6er- to the te'de'c/ to -elect cert&i' o0ject- 6ro1 the
e'5iro'1e't 6or &tte'tio' -.ch th&t the-e o0ject- &re co'-i-te't )ith o.r e4i-ti'( 0elie6-2
5&l.e- &'d 'eed-,
A-./*(&'/9/0(%
D/,&0&(&)0%
“A'/ p&id 6or1 o6 'o' per-o'&l pre-e't&tio' &'d pro1otio' o6 (ood- -er5ice- or
ide&- 0/ &' ide'ti6ied% L A#A
ADVERTISER
A-./*(&'&01 i- & 6or1 o6 co11.'ic&tio' .-ed to help -ell prod.ct- &'d -er5ice-,
T/pic&ll/ it co11.'ic&te- & 1e--&(e i'cl.di'( the '&1e o6 the prod.ct or -er5ice &'d
ho) th&t prod.ct or -er5ice co.ld pote'ti&ll/ 0e'e6it the co'-.1er,
HA-./*(&'/*” 1e&'- & per-o'2 6ir1 or co1p&'/ )ho-e prod.ct-2 (ood- or
-er5ice- &re the -.0ject 1&tter o6 the Ad5erti-e1e't, The 1&'.6&ct.rer2 Ser5ice
Co1p&'/2 ret&iler2 or -.pplier )ho &d5erti-e- their prod.ct or -er5ice,
The &d5erti-er i- co11o'l/ i'terpreted &- & co11erci&l or(&'iH&tio' )hich h&- the
p&r&1o.'t o0jecti5e o6 1&3i'( pro6it- o.t o6 it- 0.-i'e-- &cti5itie-, Pro6it- &re .-.&ll/
(e'er&ted thro.(h 1&r3eti'( or tr&di'( &cti5it/2 &p&rt c&-e2 1&r3eti'( h&- & role to pl&/
&- the /ield 6or i'5e-t1e't- i' other co1p&'ie- &'d &--et- )ill2 i' t.r' depe'd o' the
1&r3eti'( &cti5it/ o6 the l&tter, The co11.'ic&tio' lo(ic )ill2 ho)e5er2 &l-o &ppl/ to the
t/pe- o6 &d5erti-er- )hich 1&/ h&5e & -ociet&l or politic&l o0jecti5e, Ad5erti-i'( 6or
6&1il/ pl&''i'(2 ro&d -&6et/ &'d the li3e2 &'d electio' c&1p&i('- &re 'o di66ere't i' thi-
re-pect,
NEWSPAPER ADVERTISING
The 0.l3 o6 'e)-p&per-I re5e'.e co1e- 6ro1 &d5erti-i'( E the co'tri0.tio' 6ro1
-&le- i- -1&ll 0/ co1p&ri-o', O' &5er&(e2 & 'e)-p&per (e'er&te- <9R o6 it- re5e'.e 6ro1
&d5erti-i'( &'d ;9R 6ro1 -&le-, The portio' o6 the 'e)-p&per th&t i- 'ot &d5erti-i'( i-
c&lled editori&l co'te't2 editori&l 1&tter2 or -i1pl/ editori&l2 <ho.(h the l&-t ter1 i- &l-o
.-ed to re6er -peci6ic&ll/ to tho-e &rticle- i' )hich the 'e)-p&per &'d it- (.e-t )riter-
e4pre-- their opi'io'-,
Ne)-p&per- h&5e 0ee' h.rt 0/ the decli'e o6 1&'/ tr&ditio'&l &d5erti-er-,
Dep&rt1e't -tore- &'d -.per1&r3et- co.ld 0e relied .po' i' the p&-t to 0./ p&(e- o6
'e)-p&per &d5erti-e1e't-2 0.t d.e to i'd.-tr/ co'-olid&tio' &re 1.ch le-- li3el/ to do -o
'o),
S
Additio'&ll/2 'e)-p&per- &re -eei'( tr&ditio'&l &d5erti-er- -hi6t to 'e) 1edi&
pl&t6or1-, The cl&--i6ied c&te(or/ i- -hi6ti'( to -ite- i'cl.di'( Cr&i( li-t2 e1plo/1e't
)e0-ite-2 &'d &.to -ite-, N&tio'&l &d5erti-er- &re -hi6ti'( to 1&'/ t/pe- o6 di(it&l co'te't
i'cl.di'( )e0-ite-2 rich 1edi& pl&t6or1-2 &'d 1o0ile,
I' rece't /e&r-2 the &d5ertori&l e1er(ed, Ad5ertori&l- &re 1o-t co11o'l/
reco('iHed &- &' oppo-iteEeditori&l )hich thirdEp&rtie- p&/ & 6ee to h&5e i'cl.ded i' the
p&per, Ad5ertori&l- co11o'l/ &d5erti-e 'e) prod.ct- or tech'i7.e-,
N/D'<:</* (*/0-'
Ne)-p&per 6lo.ri-hed 6or dec&de- i' the 6&ce o6 r&dio2 tele5i-io'2 &'d the i'ter'et,
*o)e5er2 &d5&'ce- i' )e0 -/'dic&tio' &'d 'e)- &((re(&tio' o'li'e &re pl&ci'( -erio.-
pre--.re- o' the c.rre't 1odel o6 'e)-p&per di-tri0.tio' &'d &d pl&ce1e't,
N//- ,)* A-./*(&'&01%
The 7.e-tio' o6te' &-3ed i-K P)h/ doe- & de5elopi'( co.'tr/ li3e I'di& 'eed
&d5erti-i'(’
Ad5erti-i'( i- & )&/ o6 co11.'ic&ti'( i'6or1&tio' to the co'-.1er i'6or1&tio'
)hich e'&0le- hi1 or her to co1p&re &'d choo-e 6ro1 the prod.ct- &'d -er5ice-
&5&il&0le, Ad5erti-i'( e'&0le- co'-.1er- to e4erci-e their ri(ht o6 6ree choice,
Ad5erti-i'( 0ei'( & 'ece--&r/ 1e&'- o6 co11.'ic&tio' i- &' i'-ep&r&0le p&rt o6
6ree -peech, A'/ re-trictio' o' the ri(ht to reco11e'd le(iti1&te (ood-2 -er5ice- r ide&-
i' p.0lic )ill di1i'i-h the 6.'d&1e't&l ri(ht o6 the 6reedo1 o6 -peech,
Ad5erti-i'( i- the pro1otio' o6 & prod.ct or -er5ice &'d i- e4tre1el/ per5&-i5e i'
co'te1por&r/ -ociet/, To 1&4i1iHe -&le-2 co1p&'ie- )ill p&/ & pre1i.1 6or )ide
e4po-.re thro.(h the 1&-- 1edi&, Ad5erti-i'( -p&ce i- co11o'2 0.t 'ot re-tricted to
the-e re&l1-G 0ill0o&rd-2 p.0lic tr&'-port&tio'2 1o5ie- prod.ct pl&ce1e't$2 -chool-2
clothi'(2 e5e' 0&throo1 -t&ll- c&rr/ &d- &'d the i'd.-tr/ i- co'-t&'tl/ 6i'di'( 'e) )&/-
to &d5erti-e,
NEWSPAPER ADVERTISING
The 'e)-p&per i- & prod.ct 0or'e o6 'ece--it/2 i'5e'tio'2 the 1iddle cl&--2
de1ocr&c/2 6ree e'terpri-e2 &'d pro6e--io'&l -t&'d&rd-,
PreEhi-tor/ J'e)-p&per-J )ere o'eEtoEo'e i' '&t.re, The e&rlie-t 5&ri&tio' o' &
'e)-p&per )&- & d&il/ -heet p.0li-hed i' AC BC i' Ro1e c&lled Act& Di.r'& D&il/
E5e't-$2 )hich ?.li.- C&e-&r ordered po-ted thro.(ho.t the cit/, The e&rlie-t 3'o)'
pri'ted 'e)-p&per )&- i' Beiji'( i' =@<,
I'A:2 ?oh&''e- GTte'0er( .-e- & pre-- to pri't &' old Ger1&' poe12 &'d t)o
/e&r- l&ter pri't- & @;Eli'e Bi0le EE the -i('i6ic&'ce 0ei'( the 1&-- prod.ctio' o6 pri't
prod.ct-2 .-heri'( i' &' er& o6 'e)-p&per-2 1&(&Hi'e-2 &'d 0oo3-, B/ :A992 the (e'e-i-
o6 & po-t&l -/-te1 c&' 0e -ee' i' >r&'ce2 )hile 0oo3 p.0li-hi'( 0eco1e- pop.l&r
thro.(ho.t E.rope &'d the 6ir-t p&per 1ill c&' 0e 6o.'d E'(l&'d$,
The ri-e o6 the 1iddle cl&-- tr&'-6or1ed 'e)-p&per- i' the :<99-, A pe''/
USU9,9:$ 0./- & Ne) Yor3 'e)-p&per i' :<882 ope'i'( .p the 6ir-t 1&-- 1&r3et 6or
'e)-p&per-, I' :<@=2 the tele(r&ph i- .-ed &- & 0.-i'e-- tool2 tr&'-6or1i'( 6&rE&)&/
-torie-, I' :<=82 &' ill.-tr&ted d&il/ 'e)-p&per c&' 0e -ee' i' Ne) Yor3, I' :<=< the 6ir-t
6.llEp&(e 'e)-p&per &d5erti-e1e't- &ppe&r2 &'d i' :<<9 the 6ir-t photo(r&ph- &re -ee' i'
'e)-p&per-2 .-i'( h&l6to'e-,
!ith the 0&-ic tech'ic&l (ro.'d)or3 6or the 1oder' 'e)-p&per i' pl&ce 0/ the
l&te :Cth ce't.r/2 the -tor/ o6 'e)-p&per- i' the ;9th ce't.r/ )&- &0o.t pro6e--io'&l
de5elop1e't &'d &d&pt&tio' to ch&'(i'( co'-.1er &'d 1edi& 1&r3et-, The -tor/ &l-o
i'5ol5ed &' e5ol5i'( 0.-i'e-- 1odel th&t rode &' e5erE(ro)i'( )&5e o6 1&--E1&r3et
&d5erti-i'(, I'cre&-ed pro6it&0ilit/ &'d hi(her re5e'.e- &ttr&cted p.0licl/ o)'ed
corpor&tio'- i'tere-ted i' 0./i'( 'e)-p&per- 6ro1 de-ce'd&'t- o6 co1p&'/ 6o.'der-2
)hile -i1.lt&'eo.-l/ e4po-i'( 'e)-p&per- to the )hi1- o6 c&-hE &'d pro6itEh.'(r/ -toc3
1&r3et-,
B/ ;9992 'e)-p&per- )ere j.((li'( prioritie-K 6r&(1e't&tio' o6 'e)-
co'-.1ptio'2 6r&(1e't&tio' o6 &d5erti-i'( i'5e-t1e't-2 the &d5&'t&(e- &'d
di-&d5&'t&(e- o6 0ei'( & 1&-- 1edi.12 0&l&'ci'( the )&'t- o6 the 1&r3etpl&ce )ith the
co1p&'/I- d.t/ to pro5ide the 'eed- o6 the 1&r3etpl&ce2 & jo.r'&li-tic 0&c3l&-h &(&i'-t
i'd.-tr/ ch&'(e-2 the -heer ph/-ic&lit/ o6 i'3Eo'Ep&per prod.ctio' &'d di-tri0.tio' 5er-.-
di(it&l di-tri0.tio'2 i'cre&-i'( pro6it pre--.re -.rro.'di'( the core pri't prod.ct2 &'d
e4te'-io' o6 the co1p&'/I- core 0r&'d i'to other pro6it ce'ter-,
A-./*(&'&01 i- & 6or1 o6 co11.'ic&tio' th&t t/pic&ll/ &tte1pt- to per-.&de
pote'ti&l c.-to1er- to p.rch&-e or to co'-.1e 1ore o6 & p&rtic.l&r 0r&'d o6 prod.ct or
-er5ice, #oder' &d5erti-i'( de5eloped )ith the ri-e o6 1&-- prod.ctio' i' the l&te :Cth
&'d e&rl/ ;9th ce't.rie-,
#&'/ &d5erti-e1e't- &re de-i('ed to (e'er&te i'cre&-ed co'-.1ptio' o6 tho-e prod.ct-
&'d -er5ice- thro.(h the cre&tio' &'d rei'5e'tio' o6 the J0r&'d i1&(e%, >or the-e
p.rpo-e-2 &d5erti-e1e't- -o1eti1e- e10ed their per-.&-i5e 1e--&(e )ith 6&ct.&l
i'6or1&tio', E5er/ 1&jor 1edi.1 i- .-ed to deli5er the-e 1e--&(e-2 i'cl.di'( tele5i-io'2
r&dio2 ci'e1&2 1&(&Hi'e-2 'e)-p&per-2 5ideo (&1e-2 the I'ter'et2 c&rrier 0&(-2 0ill0o&rd-
&'d 1&il or po-t, Ad5erti-i'( i- o6te' pl&ced 0/ &' &d5erti-i'( &(e'c/ o' 0eh&l6 o6 &
co1p&'/ or other or(&'iH&tio',
Or(&'iH&tio'- th&t 6re7.e'tl/ -pe'd l&r(e -.1- o6 1o'e/ o' &d5erti-i'( th&t -ell-
)h&t i- 'ot2 -trictl/ -pe&3i'(2 & prod.ct or -er5ice i'cl.de politic&l p&rtie-2 i'tere-t
(ro.p-2 reli(io.- or(&'iH&tio'-2 &'d 1ilit&r/ recr.iter-, No'Epro6it or(&'iH&tio'- &re 'ot
t/pic&l &d5erti-i'( clie't-2 &'d 1&/ rel/ o' 6ree 1ode- o6 per-.&-io'2 -.ch &- p.0lic
-er5ice &''o.'ce1e't-,
#o'e/ -pe't o' &d5erti-i'( h&- i'cre&-ed dr&1&tic&ll/ i' rece't /e&r-, I' ;99=2
-pe'di'( o' &d5erti-i'( h&- 0ee' e-ti1&ted &t o5er U:A9 0illio' i' the U'ited St&te-
&'d
U8<A 0illio' )orld)ide2 &'d the l&tter to e4ceed U@A9 0illio' 0/ ;9:9,
!hile &d5erti-i'( c&' 0e -ee' &- 'ece--&r/ 6or eco'o1ic (ro)th2 it i- 'ot )itho.t
-oci&l co-t-, U'-olicited Co11erci&l E1&il &'d other 6or1- o6 -p&1 h&5e 0eco1e -o
pre5&le't &- to h&5e 0eco1e & 1&jor '.i-&'ce to .-er- o6 the-e -er5ice-2 &- )ell &- 0ei'(
& 6i'&'ci&l 0.rde' o' i'ter'et -er5ice pro5ider-, Ad5erti-i'( i- i'cre&-i'(l/ i'5&di'(
p.0lic -p&ce-2 -.ch &- -chool-2 )hich -o1e critic- &r(.e i- & 6or1 o6 child e4ploit&tio', I'
&dditio'2 &d5erti-i'( 6re7.e'tl/ .tiliHe- p-/cholo(ic&l pre--.re 6or e4&1ple2 &ppe&li'( to
6eeli'(- o6 i'&de7.&c/$ o' the i'te'ded co'-.1er2 )hich 1&/ 0e h&r16.l,
ADVERTISING IN INDIA
#&'/ &d5erti-e1e't- &re de-i('ed to (e'er&te i'cre&-ed co'-.1ptio' o6 tho-e prod.ct-
&'d -er5ice- thro.(h the cre&tio' &'d rei'5e'tio' o6 the J0r&'d i1&(eJ, >or the-e
p.rpo-e-2 &d5erti-e1e't- -o1eti1e- e10ed their per-.&-i5e 1e--&(e )ith 6&ct.&l
i'6or1&tio', E5er/ 1&jor 1edi.1 i- .-ed to deli5er the-e 1e--&(e-2 i'cl.di'( tele5i-io'2
r&dio2 ci'e1&2 1&(&Hi'e-2 'e)-p&per-2 5ideo (&1e-2 the I'ter'et2 c&rrier 0&(-2 0ill0o&rd-
&'d 1&il or po-t, Ad5erti-i'( i- o6te' pl&ced 0/ &' &d5erti-i'( &(e'c/ o' 0eh&l6 o6 &
co1p&'/ or other or(&'iH&tio',
3.2 LITERATURE REVIEW
S.NO REFERENCES RELATED LEARNING
: A-./*(&'/* </*7/<(&)0 ), (3/
&0(/*0/( :' : 9:*E/(&01
7)9940&7&)0 ./3&7>/% C:'/
'(4-+
5+
"h&lid Alr&)i &'d !&lid Alr&)i
')4*7/
A6ric&' ?o.r'&l o6 #&r3eti'(
#&'&(e1e't Vol, :;$ pp, 9B;E
9BC #&/2 ;99C
A5&il&0le o'li'e
httpKOO))),&c&de1icjo.r'&l-,or
(O&j11
V;99C Ac&de1ic ?o.r'&l-
• The o5erridi'( 6i'di'( o6
the -t.d/ i- th&t the -cope o6 I'ter'et .-&(e
&- & 1edi&
i- &66ected 0/ 1&'&(e1e't-I perceptio'- o6
the e66ecti5e'e--
o6 their )e0-ite- &- 1&r3eti'( tool-,
• The re-e&rcher’- reco11e'd&tio' i' thi-
co'te4t i- th&t
6ir1- -ho.ld de5elop &'d e5&l.&te & )e0E
0&-ed 1ethodolo(/
6or e5&l.&ti'( the e66ecti5e'e-- o6
pro1otio'&l
)e0-ite-
; T3/ <45>&7’' </*7/<(&)0 ),
:-./*(&'&01 &0 ()-:+’'
S)7&/(+
5+
S&ll/ >ordE*.tchi'-o' &'d
A''ie Roth)ell
S)4*7/%
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 C#ILDRENS’ PERCEPTION
ON TV ADVERTISING
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*:0- P/*7/<(&)0 I B*:0-
E=4&(+ ), B:5+ A77/'')*+
P*)-47(' &0 W)*E&01 M)9'’
• )or3i'( 1o1- )ho )ere .-i'( di66ere'ce-
0r&'d )o.ld 0e
percei5ed their 0r&'d )ith di66ere'ce )&/-,
P/*'</7(&./
5+
Ph.-it !o'(lor-&icho'W &'d
P&itoo' S&th&i'r&p&0&/.t
')4*7/
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
STAKE#OLDERS
EXPECTATION
5+
Pr&th&0 o0.r&i
YLR 1oorthi
Che) 3o3 )&i
#ich&el j 0&3er
S)4*7/%
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 A4'(*:>&:0 :0-
T:&D:0/'/ A-./*(&'/*F'
P/*7/<(&)0' ), I0(/*0/(
M:*E/(&01
• !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)4*7/%
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
5+
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/*7/<(&)0'% C*)''
M/-&: B4&>-' P4*73:'/ I0(/0(
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-./*(&'/*'F M/-&: • )he' & -&le-per-o' co1e- to .'der-t&'d
S/>/7(&)0 &0 S9:>>
N/D'<:</* M:*E/('
B+
"e' S1ithG Ne)-p&per
Re-e&rch ?o.r'&l2 Vol, :C2 :CC<
K)4*0:> A*(&7>/ EG7/*<(
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-,
C#APTER2" DATA ANALYSIS AND INTERPRETATIONK
".1 PERCENTAGE ANALYSIS%
TABLE NO. ".1%
INDULGE REMAINS ABOUT
R/'<)0'/' R/'<)0-/0(' </*7/01/
M:'(3/:-
E E
S4<<>/9/0( ,)*9
:; @9
C)>)* '<*/:-
:; @9
C)0(/0(
A :B,A
S</7&,&7 ()<&7LD*&(/*
:
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 NO%".2 %
T3/ 5/'( ), I0-4>1/ %
R/'<)0'/' R/'<)0-/0(' P/*7/01/
N/D' '<*/:- B :9
N/D' &(/9' &0 /./*+ D//E @ ;8
C)>490&'( ; <
N/D <*)-47( >:4073/' :: @9
I0(/*/'(&01 */:- :' :
D3)>/
= :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 NO%".3 %
P/*7/<(&)0 ), I0-4>1/.
R/'<)0'/' R/'<)0-/0(' P/*7/01/
G*/ <*)-47(
E E
T3/ *&13( ,&(
A :B,B
A 0/D (*/0- D:./
:A A9
I0,)*9&./
< ;B,B
A0)(3/* '4<<>/9/0(
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 NO%"." %
T3/ >))E :0- 7)0(/0( ), (3/ <*)-47(.
R/'<)0'/' R/'<)0-/0(' P/*7/01/
EG7/>>/0(
9 9R
V/*+ 1))-
B ;9R
I0,)*9&./
C 89R
C)>)*,4> I &0(/*/'(&01
= ;8,8R
C:<(4*/' (3/ 73:01/'
< ;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% ".8%
W:&(&01 ,)* : 1*:5 ), (3/ <*)-47( /:73 D//E.
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/'<)0'/' R/'<)0-/0(' P/*7/01/
Yes
$ 26%6%
No
6 20%
Browse through it
#6 5"%&%
TOTAL
"0 #00
TABLE NO% ".M%
T3/ &9<*)./9/0( () 5/ 9:-/ &0 (3/ <*)-47(.
R/'<)0'/' R/'<)0-/0(' </*7/01/
C)0(/0( :< B9R
L:+)4( :; @9R
P:</* =4:>&(+ 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% ".N%
L))E )4( ,)* (3/ <*)-47( /:73 D//E.
R/'<)0'/' R/'<)0-/0(' </*7/01/
A-./*(&'/9/0( :; @9R
I0,)*9&)0 :B A8,@
N/D >&,/ '(+>/ <*)-47(' ; 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 ;<R )ere loo3- o.t 6or 'e) li6e
-t/le prod.ct-,
TABLE NO% ".%
L&E/ () /03:07/ 5*:0- /=4&(+ (3*)413 I0-4>1/.
R/'<)0'/' R/'<)0-/0(' P/*7/01/
Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES%
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to e'h&'ce
their prod.ct 0r&'d e7.it/ thro.(h i'd.l(e
TABLE NO% ".!%
L&E/ () :-./*(&'/ &0 I0-4>1/.
R/'<)0'/' R/'<)0-/0(' P/*7/01/
Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES%
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to &d5erti-e
i' i'd.l(e
TABLE NO% ".1C%
W)4>- >&E/ () 7)0(&04/ (3/ I0-4>1/
R/'<)0'/' R/'<)0-/0(' P/*7/01/
Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES%
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to co'ti'.e
to &d5erti-e i' i'd.l(e
C#APTRER $ 8% CONCLUSION
8.1 RESULTS AND FINDINGS
:, 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
;, 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,
8, 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,
@, 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,
A, The 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,
B, The 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,
=, The 1&4i1.1 o6 8BR o6 clie't- loo3 o.t 6or &d5erti-e1e't &'d i'6or1&tio' &'d
1i'i1.1 o6 ;<R )ere loo3- o.t 6or 'e) li6e -t/le prod.ct-,
<, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to e'h&'ce their prod.ct 0r&'d
e7.it/ thro.(h i'd.l(e
C, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to &d5erti-e i' i'd.l(e
:9, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to co'ti'.e to &d5erti-e i'
i'd.l(e
8.3 LIMITATION OF STUDY
? The d&t& 6or the project )&- co'd.cted 6ro1 the opi'io' o6 &d5erti-er- i'
1&r3et, A'/ 0i&- i' the opi'io' o6 6&l-e )ill i1p&ct o' the 6i'di'(- o6 the
-t.d/,
? The -&1ple -iHe )&- l&r(e &- the &d5erti-er 1&r3et- )ere to 0e
i'ter5ie)ed )hile &t )or3,
? So1e o6 the &'-)er (i5e' 0/ the re-po'de't- 1&/ 0e 0i&-e-,
? >e) re-po'de't- )ere rel.ct&'t )hile &'-)eri'( the 7.e-tio' d.e to their
0.-/ -ched.le,
? Ti1e i- & co'-tr&i't 0ec&.-e d.r&tio' o6 project i- o'e 1o'th,
? So1e o6 the &d5erti-er’- )ere he-it&ti'( to (i5e )holeE he&rted opi'io'-
d.e to 6e&r,
8." SUGGESTIONS%
• I' thi- -t.d/ o0-er5ed th&t h&l6 &'d &0o5e o6 the re-po'de't- &re
1e'tio'ed th&t the i1pro5e1e't h&5e to 0e 1&de i' co'te't o6 I'd.l(e2 -o
the co1p&'/ c&' t&3e e66ort to i1pro5e the co'te't,
• A' &d5erti-er- 6eel- th&t 'e)- -pre&d c&' 0e i'cre&-ed i' the i'd.l(e -o
th&t 1&'/ i'6or1&tio' c&' 0e -ee',
• A5&il&0ilit/ o6 the prod.ct i- -c&rce2 -o the co1p&'/ c&' i1pro5e it-
circ.l&tio'
8.8 C)07>4'&)0%
The i'6or1&ti5e &'d i'tere-ti'( &'&l/-i- o6 “Ad5erti-er-’ perceptio' &0o.t
I'd.l(e i' The Ne) I'di&' E4pre-- Che''&i %2 &d5erti-er- perceptio' pro5ide- 1edi&
co1p&'/ e4ec.ti5e- i'-i(ht 'ece--&r/ 6or i'cre&-i'( &d -&le-2 1&r3et po-itio' &'d
co1petiti5e &d5&'t&(e, A'd it help- to 1&3e 1ore 0e'e6it- to &d5erti-er-, To (i5e
&d5erti-i'( to &d5erti-er- 6or )hich o'e i- hi(hl/ e4pected,
It i- co'cl.ded th&t &d5erti-er-’ perceptio' &re the 0&-ic thi'(-2 )hich
co.ld help6.l to the co1p&'/, So1e -.((e-tio'- &re (i5e' i' thi- project2 )here the
co1p&'/ co.ld loo3 i'to the (re/ &re&- &'d tr/ to recti6/ the12 -o th&t &d5erti-er- co.ld
0e hi(hl/ -&ti-6ied,
doc_281176436.doc
Perception is our sensory experience of the world around us and involves both the recognition of environmental stimuli and actions in response to these stimuli. Through the perceptual process, we gain information about properties and elements of the environment that are critical to our survival.
A STUDY ON ADVERTISERS’ PERCEPTION ABOUT INDULGE (A
WEEKLY SUPPLEMENT)”
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;<= col.1' ce'ti1eter,
INDULGE i- & 6.ll/ p&--io'&te li6e-t/le -.pple1e't 6or the Che''&i 1&r3et,
The 6i'di'( o6 the -t.d/ re5e&l- th&t &d5erti-er- percei5e the prod.ct &- &' &ttr&cti'(
prod.ct th&t depict- the 'e) tre'd )&5e o6 Che''&i 1&r3et, There &re 6e) li1it&tio'-
i' the -t.d/, The -.((e-tio' (i5e' to the co1p&'/ i- to i'cre&-e the circ.l&tio' o6 the
prod.ct,
TABLE OF CONTENTS
S.NO. TITLE PAGE NO
ABSTRACT
:
LIST O> TABLES
LIST O> >IGURES
1 INTRODUCTION
:,: OUT LINE O> T*E PRO?ECT
;
:,; NEED O> T*E STUDY
@
:,8 SCOPE O> T*E STUDY
A
:,@ OB?ECTIVE O> T*E STUDY
B
:,A RESEARC* #ET*ODOLOGY
=
:,A,: RESEARC* DESIGN
=
:,A,; DATA COLLECTION #ET*ODS
<
:,A,8 RESEARC* INSTRU#ENTS
C
:,A,@ SA#PLING
C
:,A,A STATISTICAL TOOLS
:9
:,B LI#ITATION O> T*E STUDY
:8
:,= C*APTERIDATION
:,< LITERATURE REVIE!
:A
:,<,: CO#PANY PRO>ILE
;9
:,<,; PRODUCT PRO>ILE
8@
2. DATA ANALYSIS AND
INTERPRETATION
;,: PERCENTAGE ANALYSIS
@;
;,: GRAP*ICAL ANALYSIS
@;
;,; STATISTICAL ANALYSIS
=B
;,;,: !EIG*TED AVERAGE
=B
;,;,; C*IESFUARE
=C
3. SUMMARY AND CONCLUSION
8,: >INDINGS
<;
8,; SUGGESTIONS
<=
8,8 CONCLUSIONS
<<
APPENDIX !
REFERENCES !"
C#APTER $ I%INTRODUCTION%
1.1.INTRODUCTION
PERCEPTION
Perceptio' i- o.r -e'-or/ e4perie'ce o6 the )orld &ro.'d .- &'d i'5ol5e- 0oth the
reco('itio' o6 e'5iro'1e't&l -ti1.li &'d &ctio'- i' re-po'-e to the-e -ti1.li, Thro.(h the
percept.&l proce--2 )e (&i' i'6or1&tio' &0o.t propertie- &'d ele1e't- o6 the
e'5iro'1e't th&t &re critic&l to o.r -.r5i5&l, Perceptio' 'ot o'l/ cre&te- o.r e4perie'ce o6
the )orld &ro.'d .-G it &llo)- .- to &ct )ithi' o.r e'5iro'1e't
Perceptio' i- the proce-- 0/ )hich or(&'i-1- i'terpret &'d or(&'iHe -e'-&tio' to
prod.ce & 1e&'i'(6.l e4perie'ce o6 the )orld, Se'-&tio' .-.&ll/ re6er- to the i11edi&te2
rel&ti5el/ .'proce--ed re-.lt o6 -ti1.l&tio' o6 -e'-or/ receptor- i' the e/e-2 e&r-2 'o-e2
to'(.e2 or -3i', Perceptio'2 o' the other h&'d2 0etter de-cri0e- o'eI- .lti1&te e4perie'ce
o6 the )orld &'d t/pic&ll/ i'5ol5e- 6.rther proce--i'( o6 -e'-or/ i'p.t, I' pr&ctice2
-e'-&tio' &'d perceptio' &re 5irt.&ll/ i1po--i0le to -ep&r&te2 0ec&.-e the/ &re p&rt o6 o'e
co'ti'.o.- proce--,
Perceptio' i' h.1&'- de-cri0e- the proce-- )here0/ -e'-or/ -ti1.l&tio' i- tr&'-l&ted
i'to or(&'iHed e4perie'ce
The percept.&l proce-- i- & -e7.e'ce o6 -tep- th&t 0e(i'- )ith the e'5iro'1e't &'d le&d-
to o.r perceptio' o6 & -ti1.l.- &'d &' &ctio' i' re-po'-e to the -ti1.l.-,
#&'()*+ ), A-./*(&'&01
Ad5erti-i'( &- & di-crete 6or1 i- (e'er&ll/ &(reed to h&5e 0e(.' )ith 'e)-p&per-2
i' the -e5e'tee'th ce't.r/2 )hich i'cl.ded li'e or cl&--i6ied &d5erti-i'(, Si1ple
de-criptio'-2 pl.- price-2 o6 prod.ct- -er5ed their p.rpo-e .'til the l&te 'i'etee'th
ce't.r/2 )he' tech'olo(ic&l &d5&'ce- 1e&'t th&t ill.-tr&tio'- co.ld 0e &dded to
&d5erti-i'(2 &'d color )&- &l-o &' optio',
A' e&rl/ &d5erti-i'( -.cce-- -tor/ i- th&t o6 Pe&r- So&p, Tho1&- B&rr&tt 1&rried
i'to the 6&1o.- -o&p 1&3i'( 6&1il/ &'d re&liHed th&t the/ 'eeded to 0e 1ore &((re--i5e
&0o.t p.-hi'( their prod.ct- i6 the/ )ere to -.r5i5e, *e l&.'ched the -erie- o6 &d-
6e&t.ri'( cher.0ic childre' )hich 6ir1l/ )elded the 0r&'d to the 5&l.e- it -till hold-
tod&/, he too3 i1&(e- co'-idered &- J6i'e &rtJ &'d .-ed the1 to co''ote hi- 0r&'dI-
7.&lit/2 p.rit/ i,e, .'t&i'ted 0/ co11erci&li-1$ &'d -i1plicit/ cher.0ic childre'$, *e i-
o6te' re6erred to &- the 6&ther o6 1oder' &d5erti-i'(,
!orld !&r I -&) -o1e i1port&'t &d5&'ce- i' &d5erti-i'( &- (o5er'1e't- o' &ll
-ide- .-ed &d- &- prop&(&'d&, The Briti-h .-ed &d5erti-i'( &- prop&(&'d& to co'5i'ce it-
o)' citiHe'- to 6i(ht2 &'d &l-o to per-.&de the A1eric&'- to joi', No le-- & politic&l
co11e't&tor th&' *itler co'cl.ded th&t Ger1&'/ lo-t the )&r 0ec&.-e it lo-t the
prop&(&'d& 0&ttleK he did 'ot 1&3e the -&1e 1i-t&3e )he' it )&- hi- t.r', O'e o6 the
other co'-e7.e'ce- o6 !orld !&r I )&- the i'cre&-ed 1ech&'iH&tio' o6 i'd.-tr/ E &'d
he'ce i'cre&-ed co-t- )hich h&d to 0e p&id 6or -o1eho)K he'ce the de-ire to cre&te 'eed
i' the co'-.1er )hich 0e(i'- to do1i'&te &d5erti-i'( 6ro1 the :C;9- o')&rd,
ADVERTISERS’ PERCEPTION
Ad5erti-er Perceptio'- pro5ide- 1edi& co1p&'/ e4ec.ti5e- )ith e--e'ti&l i'-i(ht
'ece--&r/ 6or i'cre&-i'( &d -&le-2 1&r3et -h&re &'d co1petiti5e &d5&'t&(e,
DEFINITION 2 ADVERTISING
Ad5erti-i'( i-
• p&id 6or
• & )&/ o6 pro1oti'( prod.ct-2 -er5ice- or i'6or1&tio'
• & 6or1 o6 co11.'ic&tio' 0et)ee' 1&'.6&ct.rer &'d co'-.1er$
• & ph/-ic&l co11odit/
• &' i'te(r&l p&rt o6 pop c.lt.re
• &' i1port&'t eco'o1ic 6orce
• & p&rt o6 o.r .r0&' l&'d-c&pe
Ad5erti-i'( i- & 6or1 o6 co11.'ic&tio' th&t t/pic&ll/ &tte1pt- to per-.&de
pote'ti&l c.-to1er- to p.rch&-e or to co'-.1e 1ore o6 & p&rtic.l&r 0r&'d o6 prod.ct or
-er5ice, #oder' &d5erti-i'( de5eloped )ith the ri-e o6 1&-- prod.ctio' i' the l&te :Cth
&'d e&rl/ ;9th ce't.rie-
1.2.N//- ), (3/ '(4-+%
? Ne)- p&per i'd.-tr/ (et 1&jor p&rt o6 their re5e'.e thro.(h &d5erti-i'(
? Thi- -t.d/ i- &0o.t &d5erti-er-’ perceptio' o' &d5erti-i'( i' INDULGE,
? The-e -t.die- to 3'o) the i1p&ct o6 i'd.l(e &d5erti-i'( &'d the 0r&'d i1&(e
cre&ted 0/ the INDULGE &1o'( &d5erti-er-
? >i'di'(- o6 the -t.d/ help- the 'e) I'di&' e4pre-- to 3'o) )hether the/ )ill (et
repe&ted &d5erti-i'( 6ro1 their e4i-ti'( &d5erti-er clie't &'d to 3'o) their
-&ti-6&ctio' le5el,
SCOPE OF T#E STUDY
Thi- -t.d/ .'dert&3e' 6or The Ne) I'di&' E4pre-- &i1- to -t.d/ &'d ide'ti6/ the
pote'ti&l &d5erti-er-,
Thi- h&- 0ee' do'e 0/ prep&ri'( & 7.e-tio''&ire )hich co't&i'- 7.e-tio'- p.t
6orth to the re-po'de't- )hich )o.ld help i- &'&l/Hi'( the )illi'('e-- le5el o6
&d5erti-er- i' &d5erti-i'( i' INDULGE2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&'
E4pre--
Thi- -t.d/ )o.ld help i' ide'ti6/i'( the re&-o' 6or &d5erti-er- &d5erti-i'( i'
INDULGE2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&' E4pre--, , All thi- )o.ld
help i' (i5i'( -.((e-tio' to The Ne) I'di&' E4pre-- i' i1pro5i'( INDULGE there0/
-&ti-6/i'( their corpor&te &'d ret&il clie't-
1." O56/7(&./ ), (3/ '(4-+%
• To -t.d/ the 0r&'d i1&(e cre&ted 0/ T*E NE! INDIAN E+PRESS
&1o'( &d5erti-er-,
• To 6i'd o.t the re&-o' 6or choo-i'( I'd.l(e o6 T*E NE! INDIAN
E+PRESS
• To -t.d/ o' &d5erti-er’- perceptio' &0o.t i'd.l(e & )ee3l/ -.pple1e't$
&lo'( )ith to T*E NE! INDIAN E+PRESS,
1.8 RESEARC# MET#ODOLOGY%
INTRODUCTION%
Re-e&rch 1ethodolo(/ i- & )&/ to -/-te1&tic&ll/ -ol5e the re-e&rch pro0le1 i-
to ho) re-e&rch i- do'e -cie'ti6ic&ll/, It co'-i-t- o6 the di66ere't -tep- th&t &re
(e'er&ll/ &dopted 0/ the re-e&rcher to the -t.d/ hi- re-e&rch pro0le1 &lo'( )ith lo(ic
0ehi'd the1, It i- 'ece--&r/ to the re-e&rcher to de5elop cert&i' te-t-,
1.8.1 RESEARC# DESIGN%
Re-e&rch de-i(' i- & pl&' to &'-)er )ho12 )he'2 )here2 &'d ho) the -.0ject
.'der i'5e-ti(&tio' co'cei5ed -o &- to o0t&i' &'-)er- to re-e&rch 7.e-tio'-, The t/pe
o6 re-e&rch de-i(' i'5ol5ed i' thi- -t.d/ i- de-cripti5e re-e&rch -t.die-,
DESCRIPTIVE RESEARC# STUDIES%
De-cripti5e re-e&rch -t.die- &re tho-e -t.die-2 )hich &re co'cer'ed )ith
de-cri0i'( the ch&r&cteri-tic- o6 & p&rtic.l&r i'di5id.&l2 or o6 & (ro.p2 )here &- di&('o-tic
re-e&rch -t.d/ deter1i'e the 6re7.e'c/ )ith )hich -o1ethi'( occ.r- or it- &--oci&tio'
)ith -o1ethi'( el-e, The -t.die- co'cer'i'( )hether cert&i' 5&ri&0le- &re &--oci&ted &re
e4&1ple o6 di&('o-tic re-e&rch -t.die-, A- &(&i'-t thi-2 -t.d/ co'cer'ed i'di5id.&l2
(ro.p or -it.&tio' &re &ll e4&1ple o6 de-cripti5e re-e&rch -t.die-, #o-t o6 the -oci&l
re-e&rch -t.die- co1e .'der thi- c&te(or/ 6ro1 the poi't o6 5ie) o6 the re-e&rch de-i(',
1.8.2 DATA COLLECTION MET#OD%
The re7.ired d&t& )&- collected 0/ 0oth the pri1&r/ &'d -eco'd&r/ -o.rce-,
The d&t& o0jecti5e &re de-cri0e 6ro1 the re-e&rch o0jecti5e- &'d their
deter1i'&tio' re-t- 1&i'l/ o' the re-e&rch to tr&'-l&te )h&t the deci-io' 1&r3er )&'t-
i'to -peci6ic de-cripti5e o6 the 'eeded d&t&,
P*&9:*+%
? The pri1&r/ d&t& )&- collected 6ro1 the2 T*E NE! INDIAN E+PRESS
#ADURAI$ LTD,2 .-er- &t Che''&i, The Re-po'de't- )ere 1et per-o'&ll/ &t
their e-t&0li-h1e't- &'d 7.e-tio''&ire h&- 0ee' (i5e' to the1 &'d &'-)ered
7.e-tio''&ire- )ere collected 0&c3,
? Pri1&r/ d&t& i- the d&t& (&thered 6or the 6ir-t ti1e 0/ the re-e&rcher 0/ .-i'(
7.e-tio''&ire,
S/7)0-:*+ -
:%? Seco'd&r/ d&t&2 o' the other h&'d2 i- tho-e )hich h&5e &lre&d/ 0ee' collected 0/
-o1eo'e el-e &'d )hich &lre&d/ 0ee' p&--ed thro.(h the -t&ti-tic&l proce--,
? Seco'd&r/ d&t& pert&i'i'( to thi- -t.d/ )&- o0t&i'ed 6ro1 co1p&'/ doc.1e't-2
0ro&cher-2 dep&rt1e't&l i'6or1&tio'’- )e0-ite- etc,
1.8.3 RESEARC# INSTRUMENTS%
I'-tr.1e't K F.e-tio''&ire- per-o'&l &d1i'i-tered$
I'-tr.1e't De-i(' K Both ope' e'd e'clo-e e'ded
F.e-tio' &'d .-ed i' 7.e-tio''&ire-,
;4/'(&)00:&*/ D/'&10
A )ell -tr.ct.red 7.e-tio''&ire )&- .-ed 6or thi- -t.d/, The t/pe- o6
7.e-tio'- .-ed i' the 7.e-tio''&ire )ere ope'Ee'ded2 1.ltipleEchoice &'d
Dichoto1o.- 7.e-tio'-,
1. O</02/0- =4/'(&)0' &re 7.e-tio'-2 )hich &re e'titled to (i5e & 6ree
re-po'-e to their choice,
2. M4>(&<>/273)&7/ =4/'(&)0' &re 7.e-tio'2 )hich co't&i' & li-t o6 &'-)er
&'d per1it the -.0ject to -elect the 0e-t &'-)er,
1.8." SAMPLING%
S&1pli'( i- the proce-- o6 -electi'( & -.66icie't '.10er o6 ele1e't- 6ro1 the
pop.l&tio'2 -o th&t & -t.d/ o6 -&1ple &'d &' .'der-t&'di'( o6 it- propertie- or
ch&r&cteri-tic- )o.ld 1&3e it po--i0le 6or .- to (e'er&liHe -.ch propertie- or
ch&r&cteri-tic- to the pop.l&tio' ele1e't-,
SAMPLEING PLAN%
? S&1pli'( tech'i7.e K Cl.-ter -&1ple
? S&1ple -iHe K S&1ple -iHe cho-e' here 6or thi- -t.d/
)&- 89 &- -.((e-ted 0/ the co1p&'/
? S&1ple .'it K Ad5erti-er- i' Che''&i 1&r3et
? Ti1e Di1e'-io' Kperiod o' ;B
th
?.'e 9C to 8:
-t
?.l/9C
SAMPLE DESIGN%
A S&1ple de-i(' i- & de6i'ite pl&' 6or o0t&i'i'( & -&1ple 6ro1 (i5e' pop.l&tio',
It re6er- to the tech'i7.e or the proced.re the re-e&rcher )o.ld &dopt i' -electio' ite1-
6or the -&1ple, S&1ple 1&/ &- )ell l&/ do)' the '.10er o6 ite1- to 0e i'cl.ded i' the
-&1ple '&1el/2 the -iHe o6 the -&1ple,
P*)5:5&>&(+ ':9<>&01%
#&3e & -peci6ic 1e'tio' o6 it i' the the-i-, So th&t the co'cl.-io'- )o.ld 0e
e5&l.&ted &ccordi'(l/, pro0&0ilit/ -&1pli'( re6er- to the -&1pli'( proce-- i' )hich the
-&1ple- &re -elected 6or & -peci6ic p.rpo-e )ith & preEdeter1i'ed 0&-i- o6 -electio', Thi-
t/pe o6 -&1ple- i- &l-o re7.ired &t ti1e- )he' r&'do1 -electio' 1&/ 'ot 0e po--i0le,
There6ore the reli&0ilit/ o6 co'cl.-io'- 0&-ed o' thi- t/pe o6 -&1pli'( i- le--, !he'e5er &
re-e&rcher .-e- thi- t/pe o6 -&1pli'(,
C>4'(/* S:9<>&01%
Cl.-ter -&1pli'( 1ethod -.((e-t-2 the -&1ple- &re -elected &t di66ere't -t&(e-, I'
thi- 1ethod2 the pop.l&tio' i- 6ir-t di5ided i'to di66ere't -t&(e-, The' 6ro1 the 6ir-t
-t&(e2 & 6e) ite1- &re -elected &t r&'do1 0&-ed o' & -peci6ic 6e&t.re or ch&r&cteri-tic,
>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?E%
The tot&l '.10er- o6 re-po'de't- &re ter1ed &- -&1ple -iHe, The -&1ple
-iHe 6or thi- &'&l/-i- i- 89 re-po'de't-,
SAMPLING UNIT%
S&1pli'( .'it i- th&t o6 “)ho i- to 0e -.r5e/ed%, The -.r5e/ i- o' &d5erti-er-
o6 T*E NE! INDIAN E+PRESS #ADURAI$ LTD,
PERIOD OF STUDY%
The re-e&rch i- c&rried o.t 6or o'e 1o'th ;BE9BE9C to 8:E9=E9C$,
1.8.8 SATISTICAL TOOLS%
The collected d&t& h&- 0ee' -.0jected to &'&l/-e- 0/ .'it’- &ppropri&te
tool-2 perce't&(e2 chi L -7.&re,
The i'6or1&tio' (&thered &'&l/Hed 0/ .-i'( the 6ollo)i'( &ppropri&te tool
-.ch &-K
? Perce't&(e A'&l/-i-
? Chi L S7.&re te-t
P/*7/0
1/ A0:>+'&'%Perce't&(e re6er- to & -peci&l 3i'd o6 r&tio, It i- .-ed to 1&3e co1p&ri-o'
0et)ee' t)o or 1ore -erie- o6 d&t&, The/ c&' 0e .-ed to co1p&re the rel&ti5e
ite1-2 the di-tri0.tio' o6 t)o or 1ore -erie- o6 d&t& -i'ce the perce't&(e red.ce
e5er/thi'( &- co11o' 0&-e &'d &llo) the 1e&'i'(6.l co1p&ri-o'- to 0e 1&de,
Perce't&(e re6er- to the -peci&l 3i'd o6 r&tio perce't&(e &re .-ed i'
1&3i'( co1p&ri-o' 0et)ee' t)o or 1ore -erie- o6 d&t&, Perce't&(e- &re .-ed to
de-cri0e rel&tio'-hip,
FORMULA%
N). ), */'<)0-/0('
P/*7/0
1/ (@) A BBBBBBBBBBBBBBBBBBBBBBBBB X 1CCT)
> */'<)0-/0('B&r ch&rt &'d Pie ch&rt- &re .-ed to e4pl&i' the t&0.l&tio' cle&rl/,
C3& $ S=4:*/ (/'(%
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
C#APTER 2% PROFILES
2.1 INDUSTRY PROFILE
N/D' <:</* 9:*E/(
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 :<; (e'er&lEcirc.l&tio' U,S, d&il/ 'e)-p&per-, Thi- -.r5e/ di66er- 6ro1 e&rlier
7.&'tit&ti5e re-e&rch o' 1&r3etEorie'ted jo.r'&li-1 i' th&t the -&1ple i- l&r(er &'d the
7.e-tio''&ire 1ore co1prehe'-i5e th&' 1o-t other -t.die- o6 thi- -.0ject, I' &dditio'2 the
'&tio'&l -&1ple &llo)- the 6i'di'(- to 0e (e'er&liHed to &ll U,S, (e'er&lEcirc.l&tio'
d&ilie-2 )here&- 1.ch o6 the e&rlier re-e&rch h&- h&d & -t&te)ide or re(io'&l 6oc.-, The
6i'di'(- reported here -ho.ld co'5e/ & 6.ller -e'-e th&' pre5io.-l/ p.0li-hed )or3 o6
)h&t it 1e&'- to 0e & 1&r3etEorie'ted d&il/ 'e)-p&per i' the 1idE:CC9-
A-./*(&'/*'F M/-&: S/>/7(&)0 &0 S9:>> N/D'<:</* M:*E/('.
A- the 1&r3et 0eco1e- co'ti'.&ll/ 1ore co1petiti5e 6or &d5erti-i'( doll&r-2
'e)-p&per- 'eed to de5elop 1ore -ophi-tic&ted -&le- -tr&te(ie-,
:$ Yet2 d.e to per-o''el li1it&tio'- &'d other eco'o1ic co'-ider&tio'-2 -1&ller
'e)-p&per- 1&/ 6i'd co1pili'( d&t& &'d de5elopi'( -&le- -tr&te(ie- to 0e d&.'ti'( t&-3-,
So1e relie6 i- (r&'ted 0/ the t/pic&l &d5erti-er- i' -1&ll co11.'itie- EE loc&l 1erch&'t-,
The/ 1&/ 'ot de1&'d d&t& th&t i- &- -ophi-tic&ted &- th&t re7.ired i' l&r(er 1&r3et-
0ec&.-e the 5&-t 1&jorit/ o6 &d5erti-er- i' -1&ller 1&r3et- &re 'ot 5er/ 3'o)led(e&0le
&0o.t 1&r3et co'ditio'-,
;$ Thi- doe- 'ot &0-ol5e 'e)-p&per -&le- per-o''el 6ro1 3'o)i'( their
&d5erti-er-, I' )riti'( &0o.t the rel&tio'-hip 0et)ee' '&tio'&l &d5erti-er- &'d & -&1ple
co1pri-ed 1o-tl/ o6 l&r(er d&ilie-2 D&'iel Sto.t co'cl.ded th&t )he' & -&le-per-o'
co1e- to .'der-t&'d the 6&ctor- th&t i'6l.e'ce the &d5erti-er2 Jthe -3ill- o6 th&t per-o' &re
e'h&'ced,J
8$ 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-, E5e' i' tho-e 1&r3et-2 &-
-&le-people de5elop 0etter -3ill-2 the/ 1&/ i'cre&-e the &d re5e'.e- th&t )ill help 6.'d &'
i1pro5ed 'e)- prod.ct,
N/D'<:</*' &0 C3/00:&
There &re & '.10er o6 'e)-p&per- th&t &re p.0li-hed 6ro1 Che''&i cit/, So1e o6 the
)idel/ re&d 'e)-p&per- i' Che''&i &reK
• T3/ #&0-4K The *i'd. i- o'e o6 the pre1ier E'(li-h d&ilie- 'ot o'l/ i' Che''&i
0.t &l-o i' I'di&, The 'e)-p&per )&- 6o.'ded i' the /e&r :<=< &'d )&- p.0li-hed
o' & )ee3l/ 0&-i-, *o)e5er2 the 'e)-p&per )&- 1&de & d&il/ i' the /e&r :<<C,
The E'(li-h d&il/ e1plo/- the &d5&'ced tech'olo(/ 6or p&(e de-i('i'( &'d
pri'ti'(, The p&per i- r&ted &1o'( the :9 0e-t p&per- o6 the )orld,
• T3/ N/D I0-&:0 EG<*/''K Thi- i- &'other E'(li-h d&il/ p.0li-hed 6ro1 Che''&i,
The 'e)-p&per )&- e-t&0li-hed i' the /e&r :C8;, The 'e)-p&per i- p.0li-hed
6ro1 "&r'&t&3&2 "er&l&2 Coi10&tore2 "ochi2 */der&0&d2 B&'(&lore &'d A'dhr&
Pr&de-h,
• T3/ D/77:0 C3*)0&7>/K The Decc&' Chro'icle i- the 6o.rth l&r(e-t E'(li-h
l&'(.&(e d&il/ i' I'di&, The d&il/ i- p.0li-hed 6ro1 T&1il N&d. &'d A'dhr&
Pr&de-h, The c&rtoo' -trip- 6e&t.ri'( o' the co5er p&(e &'d i'-ide p&(e- o6 the
'e)-p&per &re it- 1&i' ch&r&cteri-tic, It i- the l&r(e-t circ.l&ted d&il/ i'
*/der&0&d,
So1e o6 the re(io'&l 'e)-p&per- p.0li-hed i' Che''&i &re Di'&1&l&r2 Th&'thi2
Di'&3&r&'2 A'&'d& Vi3&t&'2 Di'&1&'i2 Vid.th&l&i,
Role of Indian Newspaper
Ne)-p&per- &'d 'e)-p&per &d5erti-i'( h&- 0ee' the 1o-t
i1port&'t tool i' -h&pi'( the (ro)th &'d de5elop1e't o6 &'/ -ociet/ i' the 1oder'
)orld, #ore th&' &'/thi'(2 the/ h&5e 0ee' 5er/ i'-tr.1e't&l i' 0rid(i'( the
co11.'ic&tio' (&p 0et)ee' people th&t co'tri0.te- to the &ir o6 &)&re'e-- i' & -ociet/,
Si'ce the 5er/ 6ir-t d&/ th&t the olde-t 'e)-p&per i' the )orld h&d 1&de
it- &ppe&r&'ce2 there h&- 0ee' -ee' pro(re--i5e ch&'(e- th&t h&5e c&t&p.lted the St&t.- o6
e5er/ -ociet/ to 'e) le5el- o6 e5ol.tio' 6ro1 ti1e to ti1e, The 'e)-p&per i'd.-tr/ i'
e5er/ co.'tr/ -t&'d- o.t &- &' i'6l.e'ti&l 0od/ co'tri0.ti'( to the de5elop1e't o6 the
1oder' -ociet/ 0/ &cti'( &- o'e o6 the 1o-t pote'ti&l pl&t6or1
6or e4ch&'(e o6 tho.(ht- &'d opi'io'-, #oreo5er2 0/ co5eri'( & )ide &rr&'(e o6 topic-
th&t &re rele5&'t to the d&il/ li5e- o6 the people i' & -ociet/2 it pro1.l(&te- the ide'tit/ o6
the -ociet/2 &'d &ct- &- the di-pe'-er o6 p.0lic opi'io'-, O'e o6 the 1o-t cr.ci&l t&-3- o6
the 'e)-p&per i'd.-tr/ i- it- co'tri0.tio' to)&rd- the eco'o1ic &'d i'd.-tri&l
de5elop1e't o6 & co.'tr/ thro.(h
it- &--i1il&tio' o6 the people’- 5oice,
The I'di&' 'e)-p&per i'd.-tr/ h&- p&--ed 5&rio.- -t&(e- o6 e5ol.tio' to
re&ch the -t&t.- th&t it e'jo/- tod&/ L th&t o6 & le&di'( pre-- &re'& i' the )orld, There &re
h.'dred- o6 'e)-p&per- th&t re&ch o.t to the people o6 thi- 5&-t co.'tr/ i' e'or1o.-
'.10er- e5er/ 1or'i'(, A t/pic&l I'di&' d&il/ 'e)-p&per i- the -t&ple diet 6or & t/pic&l
I'di&'2 0ri'(i'( hi1Oher 'e)- 6ro1 &ll o5er the (lo0e, Si'ce d&il/ 'e)-p&per- -.cceed i'
&ttr&cti'( 1ore re&der-hip-2 &' I'di&' d&il/ 'e)-p&per i- the order o6 the 1or'i'( 6or
e&(er 'e)- h.'(r/ re&der- &cro-- the co.'tr/, B/ (&r'eri'( &' i'cre&-i'( '.10er o6
-.0-cri0er- i' the 6or1 o6 re&der-2 'e)-p&per- cle&rl/
re6lect the i'di5id.&lit/ o6 & re&der &'d the co.'tr/ &- )ell, The (ro)th i' the circ.l&tio'
o6 'e)-p&per- i' the co.'tr/ re-.lt- i' the o5er&ll eco'o1ic pro-perit/ o6 the co.'tr/2
ele5&ti'( it to hi(her le5el-, A' I'di&' d&il/ 'e)-p&per -tri3i'(l/ pl&/- & -i('i6ic&'t role
i' the -tr.ct.r&l -h&pi'( o6 the co.'tr/’- eco'o1ic&l de5elop1e't, I' 6&ct2 the 'e)-p&per
i'd.-tr/ o6 &'/ co.'tr/ 6or th&t 1&tter -pre&d- 3'o)led(e &'d &)&re'e-- &1o'(-t the
people 0/ prop&(&ti'( it-el6 &- & 1edi.1 6or & )ide &re& o6 topic- -.ch &- politic-2 -port-2
-oci&l i--.e-2 1edici'e2 e'tert&i'1e't2 &d5erti-i'( &'d 1&r3eti'( &'d -o o', The-e
6&ctio'- (el 0et)ee' e&ch other o' p&per to rope i' pro-perit/ 6or & co.'tr/ 0/ c&-hi'( i'
eco'o1icpro-perit/,
N/D'<:</* I0-4'(*+ &0 I0-&:
Ne)-p&per- -h&pe the '&tio' &'d it hold- tr.e 6or I'di& &- )ell, E5e'
0e6ore I'di& (ot i'depe'de'ce2 'e)-p&per- pl&/ed & 1&jor role i' -pre&di'( the i--.e o6
i'depe'de'ce, Tod&/2 I'di& h&- o5er 899 0i( 'e)-p&per-2 0e-ide- h.'dred- o6 1edi.1
&'d -1&llE-iHed o'e-, A'd the '.10er i- i'cre&-i'( &l1o-t e5er/d&/ &- e4i-ti'(
'e)-p&per- 0ri'( o.t 'e) editio'- &p&rt 6ro1 'e) pl&/er- joi'i'( the 0&'d)&(o', #ore
rece'tl/2 #etro I'ter'&tio'&l2 S)ede' i- i' t&l3- )ith ABP (ro.p to l&.'ch their d&il/
P#etro’ i' I'di&, The 'e(oti&tio'- &re o' &'d 5er/ -oo' the de&l )o.ld 0e do'e,
Si1il&rl/2 U" 0&-ed A--oci&ted Ne)-p&per- &'d I'di& Tod&/ Gro.p h&5e e'tered i'to &
joi't 5e't.re to l&.'ch the PD&il/ #&il’ i' I'di&, !ith -.ch i'ter'&tio'&l 'e)-p&per-
6or&/i'( i'to the I'di&' 1&r3et2 the 6.t.re o6 the 'e)-p&per i'd.-tr/ &t l&r(e2 loo3-
pro1i-i'(, Little do.0t the' th&t I6r& i- -et to hold it- pop.l&r e5e't I6r&E4po 6or the 6ir-t
ti1e i' I'di&,
There )&- & ti1e )he' -elect (ro.p o6 'e)-p&per- )ere r.li'( & p&rtic.l&r re(io'
&'d the/ &ll )ere -el6Eco't&i'ed &'d did 'ot )i-h to 6or&/ i'to other re(io'-, >or
e4&1ple2 *i'd.-t&' Ti1e- )&- co'6i'ed to Delhi re(io'2 The *i'd. i' Che''&i re(io'2
)hile Tri0.'e )&- dedic&ted to A10&l& l&ter Ch&'di(&rh$2 A'&'d&0&H&r P&tri3& )&-
co'6i'ed i' !e-t Be'(&l &'d Bh&-3&r i' G.j&r&t &'d -o o',
The I'di&' E4pre-- (ro.p l&.'ched it- #&r&thi d&il/ PLo3-&tt&’ i' B&'(&lore &'d
*/der&0&d, Decc&' Chro'icle *oldi'(- Ltd l&.'ched the Che''&i editio' o6 Decc&'
Chro'icle &'d the/ &re 'o) pl&''i'( to 0ri'( o.t & B&'(&lore editio' &- )ell, *T #edi&
Ltd l&.'ched & 'e) editio' i' "ol3&t& &'d l&tel/ i' #.10&i, The/ &l-o rel&.'ched *T
Ne4t2 t&r(eted &t -t.de't- o6 &(e (ro.p :; to :B /e&r- )ith it- 'e) c&1p&i(' PI &1 'e4t’,
B.-i'e-- 'e)-p&per- h&5e &l-o 0r&'ched i'to 'e) editio'- i' 'e)er
territorie-, >i'&'ci&l E4pre--2 the 0.-i'e-- d&il/2 l&.'ched it- P.'e editio' )hile B.-i'e--
St&'d&rd l&.'ched it- Bh.0&'e-h)&r editio', A'other 0.-i'e-- 'e)-p&per ;9 p&(e-
colo.r &'d @ p&(e- 0l&c3E&'d)hite$ l&.'ched )&- P#i't’ 6ro1 the *i'd.-t&' Ti1e-
(ro.p i' Delhi &'d #.10&i, A6ter the-e t)o citie-2 *T #edi& pl&'- to l&.'ch #i't i'
"ol3&t& &'d Ch&'di(&rh2 (i5i'( co1petitio' to Eco'o1ic Ti1e- 6ro1 Ti1e- o6 I'di&
(ro.p, DNA #o'e/ l&.'ched it- Ah1ed&0&d editio' 6or the G.j&r&ti 0.-i'e--1e' &'d
&l-o & -t&'dE&lo'e #.10&i editio'2 e5e' tho.(h it co'ti'.e- to 0e &5&il&0le &- &
-.pple1e't &lo'( )ith the 1&i' p&per PDNA’ i' #.10&i, DNA #o'e/ i- pl&''i'( to
0ri'( o.t it- ?&ip.r editio' &- )ell, The Ti1e- Gro.p h&- l&.'ched & G.j&r&ti l&'(.&(e
editio' o6 The Eco'o1icTi1e-,
It’- re&ll/ -.rpri-i'( th&t ho) 6ierce co1petitor- joi' h&'d- to 6or1 'e) -tr&te(ie-
E 6ir-t it )&- i' collecti5e 1&r3eti'( c&1p&i('- &'d 'o) & joi't 'e)-p&per &- )ell, A- &
'e) 1&r3eti'( &lli&'ce2 B.-i'e-- St&'d&rd h&- tied .p )ith De-h P&rde- Ni A&j"&&l2 &
G.j&r&ti e5e'i'( 'e)-p&per2 6or &d5erti-i'( co10i'&tio', Thi- -tep h&- 0ee' t&3e' to
(ro) the circ.l&tio' o6 B.-i'e-- St&'d&rd i' S&.r&-htr& &'d ".tch re(io'-,
RECENT ISSUES IN NEWSPAPER INDUSTRY
?
The print media industry is saying it is not as bullish as it was last year
*i'd.-t&' Ti1e- &'d Ti1e- o6 I'di& joi'tl/ l&.'ched & 'e)-p&per P#etro No)2’ &
1or'i'( t&0loid t&r(eted &t the &(e (ro.p o6 :<E89 /e&r-, #etro No) i- p.0li-hed 0/
#etropolit&' #edi&G & A9KA9 joi't 5e't.re 0et)ee' *T #edi& &'d The Ti1e- o6 I'di&
(ro.p, E5e' tho.(h the t&0loid- h&5e 'ot 0ee' 5er/ -.cce--6.l i' the p&-t2 -peci&ll/ i'
Delhi2 0.t thi- 1&r3et i- 'o) -et to e4perie'ce )orldEcl&-- ch&'(e- &- three 1&jor
t&0loid- &re li'ed .p 6or Delhi re(io' &lo'e E 6ir-t it )&- #etro No) &'d rece'tl/ #id
D&/ (ro.p h&- rel&.'ched it- &6ter'oo' t&0loid P#id D&/ Delhi’ o' the -&1e co'te't
li'e- &- P#id D&/ #.10&i,’ Both the 'e)-p&per- &re t&r(eted &t the /o.'( re&der- )ho
&re re(.l&rl/ o' the 1o5e, Be-ide-2 the Ti1e- o6 I'di& (ro.p i- -et to l&.'ch B&'(&lore
#irror2 &'other t&0loid 6or the IT cit/ B&'(&lore, I' ter1- o6 &dopti'( 'e) tech'olo(ie-2
the 'e)-p&per- h&5e re&liHed th&t c.-to1er i- the 3i'( &'d &1id-t -o 1&'/ choice-2
re&der- )o.ld (o 6or 'e)-p&per- th&t &re 1ore re&derE-peci6ic2 co'te'tErich &'d (i5e
5&l.e 6or 1o'e/, The 0l&c3&'dE )hite tech'olo(/ i- 0eco1i'( p&--Q )hether it i- &
1o0ile pho'e or & 'e)-p&per, Tod&/2 re&der- pre6er &llEcolo.r editio'- &'d 1ore &'d
1ore 'e)-p&per- h&5e co1e o.t )ith &llEcolo.r editio'-, Thi- h&- 'ece--it&ted the
'e)-p&per p.0li-her- to opt 6or CtP tech'olo(/2 )hich 0/ de6&.lt h&- i1pro5ed the pri't
7.&lit/ &'d red.ced the )&-te perce't&(e, Be-ide-2 the 'e)-p&per- &re &l-o (oi'( i' 6or
1&3eo5er o6 their p.0lic&tio'-2 i' ter1- o6 l&/o.t2 6o't &'d -o1eti1e- e5e' 1&-the&d,
>or thi-2 the/ &re -pe'di'( -.0-t&'ti&l 1o'e/ &'d &re e5e' t&3i'( help o6 i'ter'&tio'&l
de-i('er-, The c.tEo66 -iHe A@B 11 i- pre6erred o5er A=< 112 )hich h&- re-.lted i'
-&5i'(- i' 'e)-pri't co-t, The price o6 the 'e)-p&per- &l-o d)i'dled &'d -o1e
'e)-p&per- e5e' )e't to the e4te't o6 o66eri'( their 'e)-p&per &t Re : o'l/, The 'e)l/
l&.'ched #etro No) 'e)-p&per i- &l-o o66ered 6or & co5er price o6 Re : o'l/ &'d
pro5ide- @9 p&(e- i' colo.r &'d < i' 0l&c3E&'dE)hite,
Top 'e)-p&per- i' I'di& &re 'o) opti'( 6or hi(hE-peed )e0 pre--e- li3e
th&t o6 Go--2 #AN Rol&'d2 #it-.0i-hi &'d 1&ilroo1 -/-te1- 6ro1 >er&( &'d #.ller
#&rti'i, *o)e5er2 the 1&jorit/ o6 'e)-p&per- &re co'ti'.i'( their prod.ctio' o'
i'di(e'o.-l/ prod.ced e7.ip1e't, !ith thi- i1pre--i5e (ro)th i' the i'd.-tr/2 it i- hi(h
ti1e th&t the hi(he'd 1&'.6&ct.rer- 6ro1 de5eloped co.'trie- 1&/ e'ter i'to I'di& either
i' coll&0or&tio' )ith loc&l 1&'.6&ct.rer- or i'depe'de'tl/ to t&p the (ro)i'( de1&'d,
I'6&ct2 & little 0ird h&- i'6or1ed th&t & le&di'( 6orei(' 1&'.6&ct.rer i- i' t&l3- )ith &
loc&l )e0 pre-- 1&'.6&ct.rer to joi'tl/ -et .p & 'e) 1&'.6&ct.ri'( 6&cilit/ i' I'di&, It
)o.ld i'deed 0e & 1&jor -tep i' thi- i'd.-tr/ &'d the e66ect )o.ld 0e 6or &ll o6 .- to -ee,
F.&lit/ h&- 0eco1e &' i1port&'t 6&ctor i' the i'd.-tr/ &'d I'di&' 'e)-p&per- &re
co'ti'.o.-l/ i'5e-ti'( i' 7.&lit/ co'trol e7.ip1e't-, The de1&'d 6or &.to1&tic
? Newsprint prices have increased 50% in the last 6 months
? Indian Newspaper Society has advised its member-publications to reduce their
newsprint consumption by 20%
? To tide over the crisis INS members are pressing !or a "0% increase in
government advertising rates
? Newspapers may see a #0% drop in ad volume
re(i-tr&tio' co'trol -/-te1- h&- i'cre&-ed to the e4te't th&t le&di'( 1&'.6&ct.rer FI
Pre-- Co'trol- i- pl&''i'( to co1e .p )ith 1&'.6&ct.ri'( &cti5itie- i' I'di&,
2.2 COMPANY PROFILE%
The Ne) I'di&' E4pre-- i- & 'e)-p&per )ith it- he&d o66ice 0&-ed i' Che''&i i'
-o.th I'di&, It )&- -t&rted i' :C8; &- the I'di&' E4pre--2 .'der the o)'er-hip o6
Che''&iE0&-ed Ver&dh&r&j.l. N&id., I' :CC:2 6ollo)i'( the de&th o6 the the' o)'er
R&1'&th Goe'3&2 the Goe'3&I- 6&1il/ -plit the (ro.p i'to t)o -ep&r&te co1p&'ie-, The
'orther' editio'-2 he&d7.&rtered i' #.10&i2 ret&i'ed &'d re'&1ed I'di&' E4pre-- i'to
The I'di&' E4pre-- title2 )hile the -o.ther' editio'- 0ec&1e The Ne) I'di&' E4pre--,
The t)o 'e)-p&per- .-ed to -h&re &rticle- till e&rl/ ;99<2 0.t the/ &re 'o) 5er/ 1.ch
di66ere't corpor&te e'titie-, The 'e)-p&per i- 3'o)' 6or it- i'trepid &'d &'tiE
e-t&0li-h1e't to'e,
E4pre-- Net)or3 Pri5&te Li1ited )&- i'corpor&ted o' :8,<,CC .'der the I'di&'
Co1p&'ie- Act2 :CAB, The co1p&'/ )&- pro1oted 0/ The Ne) I'di&' E4pre-- Gro.p,
The o0ject- o6 the co1p&'/ i'cl.de2 &1o'( other thi'(-2 c&rr/i'( o' the 0.-i'e--
o6 'et)or3 &'d -o6t)&re,
E4pre-- Net)or3 Pri5&te Li1ited &'d E4pre-- P.0lic&tio'- #&d.r&i$ Ltd,2 co1e
.'der The Ne) I'di&' E4pre-- Gro.p o6 Co1p&'ie-, The 1&jor or(&'i-&tio' i' the
Gro.p i- E4pre-- P.0lic&tio'- #&d.r&i$ Li1itedG it 0ri'(- o.t the pre-ti(io.- E'(li-h
l&'(.&(e 'e)-p&per The Ne) I'di&' E4pre-- 6ro1 ;: ce'tre- -pre&d o5er the 6o.r
-o.ther' -t&te- o6 T&1il N&d.2 "&r'&t&3&2 A'dhr& Pr&de-h2 "er&l&2 &'d &l-o Ori--&,
E4pre-- P.0lic&tio'- #&d.r&i$ Ltd i- &l-o the p.0li-her o6 t)o 5er'&c.l&r
'e)-p&per-, The-e &re Di'&1&'i i' T&1il &'d "&''&d& Pr&0h& i' "&''&d&, The Gro.p
&l-o p.0li-he- the 6ollo)i'( 1&(&Hi'e-K Ci'e1& E4pre-- T&1il$2 #&l&/&l&1 V&&ri3&
#&l&/&l&1$ &'d T&1il&' E4pre-- T&1il$,
E4pre-- P.0lic&tio'- #&d.r&i$ Li1ited 2 6or1erl/ I'di&' E4pre-- #&d.r&i$
Li1ited$ )&- i'corpor&ted o' ::th April :CAC .'der the I'di&' Co1p&'ie- Act2 :CAB &'d
h&- it- Re(i-tered O66ice &t E4pre-- G&rde'2 ;C Seco'd #&i' Ro&d2 A10&tt.r I'd.-tri&l
E-t&te2 Che''&i B99 9A<,
E4pre-- #&d.r&i$ Gro.p i- &' i'depe'de't Gro.p2 P.0li-hi'( Ne)-p&per- &'d
Periodic&l- i' the St&te- o6 T&1il N&d.2 A'dhr& Pr&de-h2 "&r'&t&3&2 "er&l&2 Ori--& &'d
U'io' Territorie- o6 Po'dicherr/2 A'd&1&' &'d Nico0&r I-l&'d-2 E'&1 &'d L&3-hd)eep,
The Co1p&'/I- p.0lic&tio'- i'cl.de D&ilie- 5iH,
• The Ne) I'di&' E4pre-- i' E'(li-h the -o.ther' editio'- o6 The I'di&' E4pre--
re'&1ed &- JThe Ne) I'di&' E4pre--J2 e66ecti5e 6ro1 ;<E:;EC<$2
• Di'&1&'i i' T&1il2
• "&''&d& Pr&0h& i' "&''&d&,
#&'()*+
I'di&' E4pre-- )&- -t&rted i' :C8; &t Che''&i 0/ &' A/.r5edic doctor &'d I'di&'
N&tio'&l Co'(re-- 1e10er V&r&d&r&j.l. N&id.2 p.0li-hi'( 6ro1 hi- “T&1il N&d.% pre--,
B.t -oo' .'der 6i'&'ci&l di66ic.ltie-2 he -old it to S S&d&'&'d2 6o.'der o6 the The >ree
Pre-- ?o.r'&l2 &'other E'(li-h 'e)- p&per,
I' :C882 The I'di&' E4pre-- ope'ed it- -eco'd o66ice i' #&d.r&i &'d l&.'ched the
T&1il editio' Di'&1&'i, S&d&'&'d i'trod.ced -e5er&l i''o5&tio'- &'d red.ced the price2
0.t )&- l&ter 6orced to -ell p&rt o6 the -t&3e i' 6or1 o6 co'5erti0le de0e't.re- to R&1'&th
Goe'3& d.e to 6i'&'ci&l di66ic.ltie-, L&ter2 )he' hi- The >ree Pre-- ?o.r'&l 6.rther )e't
i'to 6i'&'ci&l cr.'ch i' :C8A2 S&d&'&'d lo-t the o)'er-hip o6 I'di&' E4pre-- &6ter & lo'(
co'tro5er-i&l co.rt 0&ttle )ith Goe'3&2 )here 0lo)- )ere e4ch&'(ed 0et)ee' -o1e o6
the p&rtie-, >i'&ll/2 & /e&r l&ter2 Goe'3& 0o.(ht the re-t o6 the ;B per ce't -t&3e 6ro1
S&d&'&'d2 &'d the p&per c&1e .'der Goe'3&I- co'trol )ho too3 the &lre&d/ &'tiE
e-t&0li-h1e't to'e o6 the p&per to (re&ter hei(ht-, Al-o &t th&t ti1e it h&d to 6&ce -ti66
co1petitio' 6ro1 & )ell e-t&0li-hed The *i'd. &'d the #&il 0e-ide- other pro1i'e't
'e)-p&per-, I' l&te :C89- the circ.l&tio' )&- 'o 1ore th&' ;999
I' :C8C it &l-o 0o.(ht o.t A'dhr& Pr&0h&2 &'other pro1i'e't Tel.(. D&il/, L&ter
it (&i'ed the '&1e Three #.-3eteer- 6or the three d&ilie-, I' :C@9 the )hole pre1i-e-
)ere (.tted 0/ 6ire, The *i'd.2 it- ri5&l2 helped co'-ider&0l/ i' reEl&.'chi'( the p&per2
0/ (etti'( it pri'ted te1por&ril/ &t o'e o6 it- S)&de-i1ithr&'’- pre-- &'d l&ter o66eri'( it-
rece'tl/ 5&c&ted pre1i-e- &t ;2 #o.'t Ro&d l&ter to 0eco1e the l&'d1&r3 E4pre--
E-t&te-,
Thi- reloc&tio' &l-o helped the E4pre-- o0t&i' 0etter hi(h -peed pri'ti'(
1&chi'e-2 )hile -o1e cl&i1ed the Goe'3& h&d deli0er&tel/ -et 6ire to e-c&pe 6i'&'ci&l
e10&rr&--1e't,
I' l&ter /e&r-2 Goe'3& -t&rted the #.10&i editio' )ith the l&'d1&r3 E4pre--
To)er- &- hi- o66ice )he' the #or'i'( St&'d&rd )&- 0o.(ht 0/ hi1 i' :C@@, T)o /e&r-
l&ter to 0eco1e it 0ec&1e the #.10&i editio' o6 The I'di&' E4pre--, L&ter o'2 editio'-
)ere -t&rted i' -e5er&l citie- li3e #&d.r&i :CA=$2 B&'(&lore :CBA$ &'d Ah1ed&0&d
:CB<$, The >i'&'ci&l E4pre-- )&- l&.'ched i' :CB: 6ro1 #.10&i2 "&''&d& Pr&0h&
"&''&d& D&il/$ 6ro1 B&'(&lore i' :CBA &'d & B&'(&lore editio' o6 the Tel.(. D&il/
A'dhr& Pr&0h&2 &'d G.j&r&ti d&ilie- Lo3 S&tt& &'d ?&'-&tt& i' :CA;2 6ro1 Ah1ed&0&d
&'d B&rod&,
The Delhi editio' -t&rted )&- )he' the Tej (ro.pI- I'di&' Ne)- Chro'icle )&-
&c7.ired i' :CA:2 )hich 6ro1 :CA8 0ec&1e the Delhi editio' o6 I'di&' E4pre--, I' :CC9
it 0o.(ht the Sterli'( (ro.p o6 1&(&Hi'e-2 &'d &lo'( )ith it the Ge'tle1&' 1&(&Hi'e,
A6ter Goe'3&I- de1i-e i' :CC:2 t)o o6 the 6&1il/ 1e10er- -plit the (ro.p i'to
I'di&' E4pre-- #.10&i )ith &ll the North I'di&' editio'-2 )hile the So.ther' editio'-
)ere (ro.ped &- E4pre-- #&d.r&i Ltd )ith Che''&i &- he&d7.&rter-,
The Ne) I'di&' E4pre-- d&il/ i- p.0li-hed 6ro1 the 6ollo)i'( citie-K
• B&'(&lore
• Bel(&.1
• Bh.0&'e-)&r
• Che''&i
• Coi10&tore
• */der&0&d
• "ochi
• "oHhi3ode
• #&d.r&i
• Shi1o(&
• Thir.5&'&'th&p.r&1
• Tir.ch/
• Vij&/&)&d&
• Vi-&3h&p&t'&1,
E4pre-- Net)or3 Pri5&te Li1ited i- -.0-idi&r/ co1p&'/ o6 E4pre-- P.0lic&tio'-
#&d.r&i$ Li1ited, It h&- 0ee' (r&'ted lice'ce 0/ E4pre-- P.0lic&tio'- #&d.r&i$ Ltd, to
.-e the .'der 1e'tio'ed )e0-ite- re(i-tered i' it- '&1eK
))),i'di&5&rt&,co1
))),'e)i'dpre--,co1
))),di'&1&'i,co1
))),3&''&d&pr&0h&,co1
))),&'dhr&pr&0h&,co1
))),&p)ee3l/,co1
))),ci'e1&e4pre--,co1
))),1&l&/&l&15&ri3h&,co1
))),t&1il&'e4pre--,co1
PLANT LOCATION
2.2.1 PRODUCT PROFILE
The Co1p&'/I- p.0lic&tio'- i'cl.de D&ilie- 5iH,
• The Ne) I'di&' E4pre-- i' E'(li-h the -o.ther' editio'- o6 The I'di&' E4pre--
re'&1ed &- JThe Ne) I'di&' E4pre--J2 e66ecti5e 6ro1 ;<E:;EC<$2
• Di'&1&'i i' T&1il2
• "&''&d& Pr&0h& i' "&''&d&,
I' &ditio' to d&ilie-2 the co1p&'/ &l-o 0ri'(- o.t 1&(&Hi'e-,
• Ci'e1& E4pre-- T&1il$
• #&l&/&l&1 V&&ri3& #&l&/&l&1$
• T&1il&' E4pre-- T&1il$,
It- 5&rio.- -.pple1e't-2 )hich &ppe&r o' & )ee3l/ or 6ort'i(htl/ 0&-i-2 i'cl.de
• The 'e) S.'d&/ e4pre-- S.'d&/$
• i,)it'e-- &'d i,)it'e-- ; S.'d&/ 1&(&Hi'e-$
• Deit(ei-t S&t.rd&/$
• I'd.l(e >rid&/$
• E4pre--o d&il/EChe''&i$
• Cit/ e4pre--
C#APTER 3% LITERATURE SURVEY%
3.1.CONCEPTUAL AND T#EORETICAL REVIEW
A-./*(&'&01 P/*7/<(&)0 S4*./+ EG</*('
D/,&0&(&)0% Ad5erti-i'( Perceptio' S.r5e/ E I' the co'te4t o6 liti(&tio'2 &' &d5erti-i'(
perceptio' -.r5e/ i- & -t.d/ co11i--io'ed 0/ & ch&lle'(er -ee3i'( to -ho) th&t &
co1petitorI- &d5erti-i'( co't&i'- i1plied 1e--&(e- th&t &re 6&l-e or 1i-le&di'(,
W3
A-./*(&'/*' T3&0EThe l&r(e-t 1.ltiEclie't -t.d/ o6 1edi& deci-io' 1&3er- i' the )orld2 The
Ad5erti-er I'telli(e'ce Report- AIR$ pro5ide- 1edi& e4ec.ti5e- )ith the pl&'- &'d
opi'io'- o6 1ore th&' :2A99 &d5erti-i'( deci-io'E1&3er- &(e'c/ &'d 1&r3eter$2 0/
1edi& deci-io' 1&3i'( re-po'-i0ilit/2 &cro-- t)el5e 1&jor &d5erti-i'( c&te(orie-2 &0o.t
1ore th&' 899 le&di'( o'li'e2 pri't &'d tele5i-io' 1edi& 0r&'d-,
"e/ #e&-.re- &'d Tre'd- 0/ le&di'( O'li'e #edi& Br&'d-2 #&(&Hi'e-2 N&tio'&l
Ne)-p&per- &'d Tele5i-io' Net)or3- i'cl.deK
• Ad5erti-i'( Co'-ider&tio'
• Ad5erti-i'( Pl&'-
• #edi& Selectio' Criteri&
• Perceptio'- o6 #edi& Br&'d- 0/ Selectio' Criteri&
• Perceptio'- o6 #&r3eti'( E66ecti5e'e--
• Perceptio'- o6 S&le- Co5er&(e
• Perceptio'- o6 S&le-people
• Ad5erti-er S&ti-6&ctio'
• Pl&'- to I'cre&-e2 Decre&-e &'d #&i't&i' Ad Spe'di'(
M/:'4*/- A-./*(&'&01 C
/1)*&/' I07>4-/% • E'tert&i'1e't
• >i'&'ce
• *o1e >.r'i-hi'(- &'d Appli&'ce-
• Li7.or2 Beer &'d !i'e
• Ph&r1&ce.tic&l- &'d *e<h C&re
• Ret&il
• Tech'olo(/ &'d Co'-.1er Electro'ic-
• Toiletrie- &'d Co-1etic- Be&.t/$
A-./*(&'/* P/*7/<(&)0'% O<(&9&'9 -)D0 ,)* 2CC
The 6orec&-t- predicti'( &' .p-)i'( i' o'li'e &d5erti-i'( &'d &' i'cre&-e i'
0.d(et- 1&/ h&5e 0ee' & 0it o662 &t le&-t 6or the 6ir-t -i4 1o'th- o6 ;99<, Accordi'( to the
1o-t rece't Ad5erti-er Perceptio'- -.r5e/2 &d5erti-i'( e4ec.ti5e- h&5e do.0t- &0o.t the
o'li'e -pe'd i'cre&-i'( &t hi(h r&te- thi- /e&r,
The -.r5e/ 6o.'d th&t =BR o6 &d5erti-i'( e4ec.ti5e- 'ot 6eel th&t o'li'e &d
0.d(et- )ill i'cre&-eG & decre&-e o6 8R o5er the l&-t -.r5e/, A0o.t ;:R o6 e4ec.ti5e-
6eel 0.d(et- )ill -t&/ the -&1e,
O'li'e 0.d(et- &re'It the o'l/ o'e- to -.66er, Accordi'( to the -.r5e/ :BR o6
&d5erti-i'( e4ec.ti5e- &'d 1edi& 0./er- e4pect the -h&re o6 r&dio &d5erti-i'( to i'cre&-eG
i' the -pri'( o6 ;99= ;BR o6 1&r3eter- e4pected r&dioI- &d 0.d(et to i'cre&-e,
Bro&dc&-t tele5i-io' h&- &l-o -ee' & decre&-e, O'l/ ;;R o6 e4ec.ti5e- e4pect
0.d(et- to i'cre&-e i' the 0ro&dc&-t &re'& co1p&red to ;CR i' -pri'( I9=,
#&(&Hi'e- &'d 'e)-p&per 0.d(et- &re &l-o e4pecti'( & decli'e ;@R &'d 8=R
re-pecti5el/$, O.tdoor &d5erti-i'( 0.d(et- co.ld -ee & ;;R decli'e, #e&')hile 1o0ile i-
&l-o e4pected to -lide & 0it2 6ro1 AAR e4pecti'( &' i'cre&-e to @<R,
PERCEPTION
>red l.th&'- opi'e-2 “Perceptio' i- &' i1port&'t 1edit&ti'( co('iti5e proce--
thro.(h )hich per-o' 1&3e i'terpret&tio'- o6 the -ti1.l.- or -it.&tio' the/ &re 6&ced
)ith,%
Stephe', P, Ro00i'- de6i'e- perceptio' &- “& proce-- 0/ )hich i'di5id.&l-
or(&'iHe &'d i'terpret their -e'-or/ i1pre--io'- i' order to (i5e 1e&'i'( to the
e'5iro'1e't,%
Perceptio' i- the proce-- thro.(h )hich i'6or1&tio' 6ro1 the o.t-ide
e'5iro'1e't i- -elected2 recei5ed2 or(&'iHed2 &'d i'terpreted to 1&3e it 1e&'i'(6.l to
/o., Perceptio' re6er- to i'terpret&tio' o6 -e'-or/, I' other )or3- -e'-&tio' i'5ol5e-
.'der-t&'di'( )h&t the -ti1.l.- 1e&'-,
C3:*:7(/*&'(&7' ), (3/ </*7/&./*%
The ch&r&cteri-tic- o6 the percei5er i'cl.de -.ch 6&ctor- -.ch &- 'eed-2 5&l.e-2
e4perie'ce &'d &ttit.de-, A per-o'- 'eed-2 h&0it-2 i1p&ct- o6 p&-t e4perie'ce ethic- &'d
per-o'&lit/ &ll i'6l.e'ce the percept.&l proce--,
C3:*:7(/*&'(&7' ), (3/ </*7/&./-%
It 1&/ de6/ lo(ic &'d o0jecti5it/ 0.t perceptio' &0o.t other- &re i'6l.e'ced 0/
their ph/-ic&l ch&r&cteri-tic- -.ch &- &ppe&r&'ce2 6&ci&l e4pre--io'2 &(e2 (e'der2 1&''er
o6 co11.'ic&tio' &- )ell &- per-o'&lit/ tr&it- &'d other 6or1- o6 0eh&5ior,
E(, !he' )e -ee per-o'- to 0e &--erti5e &'d co'6ide't )e &--.1e hi1 to 0e &'
e4ec.ti5e or le&der,
P/*7/<(4:> S/>/7(&.&(+%
Percept.&l -electi5it/ re6er- to the te'de'c/ to -elect cert&i' o0ject- 6ro1 the
e'5iro'1e't 6or &tte'tio' -.ch th&t the-e o0ject- &re co'-i-te't )ith o.r e4i-ti'( 0elie6-2
5&l.e- &'d 'eed-,
A-./*(&'/9/0(%
D/,&0&(&)0%
“A'/ p&id 6or1 o6 'o' per-o'&l pre-e't&tio' &'d pro1otio' o6 (ood- -er5ice- or
ide&- 0/ &' ide'ti6ied% L A#A
ADVERTISER
A-./*(&'&01 i- & 6or1 o6 co11.'ic&tio' .-ed to help -ell prod.ct- &'d -er5ice-,
T/pic&ll/ it co11.'ic&te- & 1e--&(e i'cl.di'( the '&1e o6 the prod.ct or -er5ice &'d
ho) th&t prod.ct or -er5ice co.ld pote'ti&ll/ 0e'e6it the co'-.1er,
HA-./*(&'/*” 1e&'- & per-o'2 6ir1 or co1p&'/ )ho-e prod.ct-2 (ood- or
-er5ice- &re the -.0ject 1&tter o6 the Ad5erti-e1e't, The 1&'.6&ct.rer2 Ser5ice
Co1p&'/2 ret&iler2 or -.pplier )ho &d5erti-e- their prod.ct or -er5ice,
The &d5erti-er i- co11o'l/ i'terpreted &- & co11erci&l or(&'iH&tio' )hich h&- the
p&r&1o.'t o0jecti5e o6 1&3i'( pro6it- o.t o6 it- 0.-i'e-- &cti5itie-, Pro6it- &re .-.&ll/
(e'er&ted thro.(h 1&r3eti'( or tr&di'( &cti5it/2 &p&rt c&-e2 1&r3eti'( h&- & role to pl&/
&- the /ield 6or i'5e-t1e't- i' other co1p&'ie- &'d &--et- )ill2 i' t.r' depe'd o' the
1&r3eti'( &cti5it/ o6 the l&tter, The co11.'ic&tio' lo(ic )ill2 ho)e5er2 &l-o &ppl/ to the
t/pe- o6 &d5erti-er- )hich 1&/ h&5e & -ociet&l or politic&l o0jecti5e, Ad5erti-i'( 6or
6&1il/ pl&''i'(2 ro&d -&6et/ &'d the li3e2 &'d electio' c&1p&i('- &re 'o di66ere't i' thi-
re-pect,
NEWSPAPER ADVERTISING
The 0.l3 o6 'e)-p&per-I re5e'.e co1e- 6ro1 &d5erti-i'( E the co'tri0.tio' 6ro1
-&le- i- -1&ll 0/ co1p&ri-o', O' &5er&(e2 & 'e)-p&per (e'er&te- <9R o6 it- re5e'.e 6ro1
&d5erti-i'( &'d ;9R 6ro1 -&le-, The portio' o6 the 'e)-p&per th&t i- 'ot &d5erti-i'( i-
c&lled editori&l co'te't2 editori&l 1&tter2 or -i1pl/ editori&l2 <ho.(h the l&-t ter1 i- &l-o
.-ed to re6er -peci6ic&ll/ to tho-e &rticle- i' )hich the 'e)-p&per &'d it- (.e-t )riter-
e4pre-- their opi'io'-,
Ne)-p&per- h&5e 0ee' h.rt 0/ the decli'e o6 1&'/ tr&ditio'&l &d5erti-er-,
Dep&rt1e't -tore- &'d -.per1&r3et- co.ld 0e relied .po' i' the p&-t to 0./ p&(e- o6
'e)-p&per &d5erti-e1e't-2 0.t d.e to i'd.-tr/ co'-olid&tio' &re 1.ch le-- li3el/ to do -o
'o),
S
Additio'&ll/2 'e)-p&per- &re -eei'( tr&ditio'&l &d5erti-er- -hi6t to 'e) 1edi&
pl&t6or1-, The cl&--i6ied c&te(or/ i- -hi6ti'( to -ite- i'cl.di'( Cr&i( li-t2 e1plo/1e't
)e0-ite-2 &'d &.to -ite-, N&tio'&l &d5erti-er- &re -hi6ti'( to 1&'/ t/pe- o6 di(it&l co'te't
i'cl.di'( )e0-ite-2 rich 1edi& pl&t6or1-2 &'d 1o0ile,
I' rece't /e&r-2 the &d5ertori&l e1er(ed, Ad5ertori&l- &re 1o-t co11o'l/
reco('iHed &- &' oppo-iteEeditori&l )hich thirdEp&rtie- p&/ & 6ee to h&5e i'cl.ded i' the
p&per, Ad5ertori&l- co11o'l/ &d5erti-e 'e) prod.ct- or tech'i7.e-,
N/D'<:</* (*/0-'
Ne)-p&per 6lo.ri-hed 6or dec&de- i' the 6&ce o6 r&dio2 tele5i-io'2 &'d the i'ter'et,
*o)e5er2 &d5&'ce- i' )e0 -/'dic&tio' &'d 'e)- &((re(&tio' o'li'e &re pl&ci'( -erio.-
pre--.re- o' the c.rre't 1odel o6 'e)-p&per di-tri0.tio' &'d &d pl&ce1e't,
N//- ,)* A-./*(&'&01%
The 7.e-tio' o6te' &-3ed i-K P)h/ doe- & de5elopi'( co.'tr/ li3e I'di& 'eed
&d5erti-i'(’
Ad5erti-i'( i- & )&/ o6 co11.'ic&ti'( i'6or1&tio' to the co'-.1er i'6or1&tio'
)hich e'&0le- hi1 or her to co1p&re &'d choo-e 6ro1 the prod.ct- &'d -er5ice-
&5&il&0le, Ad5erti-i'( e'&0le- co'-.1er- to e4erci-e their ri(ht o6 6ree choice,
Ad5erti-i'( 0ei'( & 'ece--&r/ 1e&'- o6 co11.'ic&tio' i- &' i'-ep&r&0le p&rt o6
6ree -peech, A'/ re-trictio' o' the ri(ht to reco11e'd le(iti1&te (ood-2 -er5ice- r ide&-
i' p.0lic )ill di1i'i-h the 6.'d&1e't&l ri(ht o6 the 6reedo1 o6 -peech,
Ad5erti-i'( i- the pro1otio' o6 & prod.ct or -er5ice &'d i- e4tre1el/ per5&-i5e i'
co'te1por&r/ -ociet/, To 1&4i1iHe -&le-2 co1p&'ie- )ill p&/ & pre1i.1 6or )ide
e4po-.re thro.(h the 1&-- 1edi&, Ad5erti-i'( -p&ce i- co11o'2 0.t 'ot re-tricted to
the-e re&l1-G 0ill0o&rd-2 p.0lic tr&'-port&tio'2 1o5ie- prod.ct pl&ce1e't$2 -chool-2
clothi'(2 e5e' 0&throo1 -t&ll- c&rr/ &d- &'d the i'd.-tr/ i- co'-t&'tl/ 6i'di'( 'e) )&/-
to &d5erti-e,
NEWSPAPER ADVERTISING
The 'e)-p&per i- & prod.ct 0or'e o6 'ece--it/2 i'5e'tio'2 the 1iddle cl&--2
de1ocr&c/2 6ree e'terpri-e2 &'d pro6e--io'&l -t&'d&rd-,
PreEhi-tor/ J'e)-p&per-J )ere o'eEtoEo'e i' '&t.re, The e&rlie-t 5&ri&tio' o' &
'e)-p&per )&- & d&il/ -heet p.0li-hed i' AC BC i' Ro1e c&lled Act& Di.r'& D&il/
E5e't-$2 )hich ?.li.- C&e-&r ordered po-ted thro.(ho.t the cit/, The e&rlie-t 3'o)'
pri'ted 'e)-p&per )&- i' Beiji'( i' =@<,
I'
A:2 ?oh&''e- GTte'0er( .-e- & pre-- to pri't &' old Ger1&' poe12 &'d t)o/e&r- l&ter pri't- & @;Eli'e Bi0le EE the -i('i6ic&'ce 0ei'( the 1&-- prod.ctio' o6 pri't
prod.ct-2 .-heri'( i' &' er& o6 'e)-p&per-2 1&(&Hi'e-2 &'d 0oo3-, B/ :A992 the (e'e-i-
o6 & po-t&l -/-te1 c&' 0e -ee' i' >r&'ce2 )hile 0oo3 p.0li-hi'( 0eco1e- pop.l&r
thro.(ho.t E.rope &'d the 6ir-t p&per 1ill c&' 0e 6o.'d E'(l&'d$,
The ri-e o6 the 1iddle cl&-- tr&'-6or1ed 'e)-p&per- i' the :<99-, A pe''/
USU9,9:$ 0./- & Ne) Yor3 'e)-p&per i' :<882 ope'i'( .p the 6ir-t 1&-- 1&r3et 6or
'e)-p&per-, I' :<@=2 the tele(r&ph i- .-ed &- & 0.-i'e-- tool2 tr&'-6or1i'( 6&rE&)&/
-torie-, I' :<=82 &' ill.-tr&ted d&il/ 'e)-p&per c&' 0e -ee' i' Ne) Yor3, I' :<=< the 6ir-t
6.llEp&(e 'e)-p&per &d5erti-e1e't- &ppe&r2 &'d i' :<<9 the 6ir-t photo(r&ph- &re -ee' i'
'e)-p&per-2 .-i'( h&l6to'e-,
!ith the 0&-ic tech'ic&l (ro.'d)or3 6or the 1oder' 'e)-p&per i' pl&ce 0/ the
l&te :Cth ce't.r/2 the -tor/ o6 'e)-p&per- i' the ;9th ce't.r/ )&- &0o.t pro6e--io'&l
de5elop1e't &'d &d&pt&tio' to ch&'(i'( co'-.1er &'d 1edi& 1&r3et-, The -tor/ &l-o
i'5ol5ed &' e5ol5i'( 0.-i'e-- 1odel th&t rode &' e5erE(ro)i'( )&5e o6 1&--E1&r3et
&d5erti-i'(, I'cre&-ed pro6it&0ilit/ &'d hi(her re5e'.e- &ttr&cted p.0licl/ o)'ed
corpor&tio'- i'tere-ted i' 0./i'( 'e)-p&per- 6ro1 de-ce'd&'t- o6 co1p&'/ 6o.'der-2
)hile -i1.lt&'eo.-l/ e4po-i'( 'e)-p&per- to the )hi1- o6 c&-hE &'d pro6itEh.'(r/ -toc3
1&r3et-,
B/ ;9992 'e)-p&per- )ere j.((li'( prioritie-K 6r&(1e't&tio' o6 'e)-
co'-.1ptio'2 6r&(1e't&tio' o6 &d5erti-i'( i'5e-t1e't-2 the &d5&'t&(e- &'d
di-&d5&'t&(e- o6 0ei'( & 1&-- 1edi.12 0&l&'ci'( the )&'t- o6 the 1&r3etpl&ce )ith the
co1p&'/I- d.t/ to pro5ide the 'eed- o6 the 1&r3etpl&ce2 & jo.r'&li-tic 0&c3l&-h &(&i'-t
i'd.-tr/ ch&'(e-2 the -heer ph/-ic&lit/ o6 i'3Eo'Ep&per prod.ctio' &'d di-tri0.tio' 5er-.-
di(it&l di-tri0.tio'2 i'cre&-i'( pro6it pre--.re -.rro.'di'( the core pri't prod.ct2 &'d
e4te'-io' o6 the co1p&'/I- core 0r&'d i'to other pro6it ce'ter-,
A-./*(&'&01 i- & 6or1 o6 co11.'ic&tio' th&t t/pic&ll/ &tte1pt- to per-.&de
pote'ti&l c.-to1er- to p.rch&-e or to co'-.1e 1ore o6 & p&rtic.l&r 0r&'d o6 prod.ct or
-er5ice, #oder' &d5erti-i'( de5eloped )ith the ri-e o6 1&-- prod.ctio' i' the l&te :Cth
&'d e&rl/ ;9th ce't.rie-,
#&'/ &d5erti-e1e't- &re de-i('ed to (e'er&te i'cre&-ed co'-.1ptio' o6 tho-e prod.ct-
&'d -er5ice- thro.(h the cre&tio' &'d rei'5e'tio' o6 the J0r&'d i1&(e%, >or the-e
p.rpo-e-2 &d5erti-e1e't- -o1eti1e- e10ed their per-.&-i5e 1e--&(e )ith 6&ct.&l
i'6or1&tio', E5er/ 1&jor 1edi.1 i- .-ed to deli5er the-e 1e--&(e-2 i'cl.di'( tele5i-io'2
r&dio2 ci'e1&2 1&(&Hi'e-2 'e)-p&per-2 5ideo (&1e-2 the I'ter'et2 c&rrier 0&(-2 0ill0o&rd-
&'d 1&il or po-t, Ad5erti-i'( i- o6te' pl&ced 0/ &' &d5erti-i'( &(e'c/ o' 0eh&l6 o6 &
co1p&'/ or other or(&'iH&tio',
Or(&'iH&tio'- th&t 6re7.e'tl/ -pe'd l&r(e -.1- o6 1o'e/ o' &d5erti-i'( th&t -ell-
)h&t i- 'ot2 -trictl/ -pe&3i'(2 & prod.ct or -er5ice i'cl.de politic&l p&rtie-2 i'tere-t
(ro.p-2 reli(io.- or(&'iH&tio'-2 &'d 1ilit&r/ recr.iter-, No'Epro6it or(&'iH&tio'- &re 'ot
t/pic&l &d5erti-i'( clie't-2 &'d 1&/ rel/ o' 6ree 1ode- o6 per-.&-io'2 -.ch &- p.0lic
-er5ice &''o.'ce1e't-,
#o'e/ -pe't o' &d5erti-i'( h&- i'cre&-ed dr&1&tic&ll/ i' rece't /e&r-, I' ;99=2
-pe'di'( o' &d5erti-i'( h&- 0ee' e-ti1&ted &t o5er U:A9 0illio' i' the U'ited St&te-
&'d
U8<A 0illio' )orld)ide2 &'d the l&tter to e4ceed U@A9 0illio' 0/ ;9:9,
!hile &d5erti-i'( c&' 0e -ee' &- 'ece--&r/ 6or eco'o1ic (ro)th2 it i- 'ot )itho.t
-oci&l co-t-, U'-olicited Co11erci&l E1&il &'d other 6or1- o6 -p&1 h&5e 0eco1e -o
pre5&le't &- to h&5e 0eco1e & 1&jor '.i-&'ce to .-er- o6 the-e -er5ice-2 &- )ell &- 0ei'(
& 6i'&'ci&l 0.rde' o' i'ter'et -er5ice pro5ider-, Ad5erti-i'( i- i'cre&-i'(l/ i'5&di'(
p.0lic -p&ce-2 -.ch &- -chool-2 )hich -o1e critic- &r(.e i- & 6or1 o6 child e4ploit&tio', I'
&dditio'2 &d5erti-i'( 6re7.e'tl/ .tiliHe- p-/cholo(ic&l pre--.re 6or e4&1ple2 &ppe&li'( to
6eeli'(- o6 i'&de7.&c/$ o' the i'te'ded co'-.1er2 )hich 1&/ 0e h&r16.l,
ADVERTISING IN INDIA
#&'/ &d5erti-e1e't- &re de-i('ed to (e'er&te i'cre&-ed co'-.1ptio' o6 tho-e prod.ct-
&'d -er5ice- thro.(h the cre&tio' &'d rei'5e'tio' o6 the J0r&'d i1&(eJ, >or the-e
p.rpo-e-2 &d5erti-e1e't- -o1eti1e- e10ed their per-.&-i5e 1e--&(e )ith 6&ct.&l
i'6or1&tio', E5er/ 1&jor 1edi.1 i- .-ed to deli5er the-e 1e--&(e-2 i'cl.di'( tele5i-io'2
r&dio2 ci'e1&2 1&(&Hi'e-2 'e)-p&per-2 5ideo (&1e-2 the I'ter'et2 c&rrier 0&(-2 0ill0o&rd-
&'d 1&il or po-t, Ad5erti-i'( i- o6te' pl&ced 0/ &' &d5erti-i'( &(e'c/ o' 0eh&l6 o6 &
co1p&'/ or other or(&'iH&tio',
3.2 LITERATURE REVIEW
S.NO REFERENCES RELATED LEARNING
: A-./*(&'/* </*7/<(&)0 ), (3/
&0(/*0/( :' : 9:*E/(&01
7)9940&7
&)0 ./3&7>/% C:'/ '(4-+
5+
"h&lid Alr&)i &'d !&lid Alr&)i
')4*7/
A6ric&' ?o.r'&l o6 #&r3eti'(
#&'&(e1e't Vol, :;$ pp, 9B;E
9BC #&/2 ;99C
A5&il&0le o'li'e
httpKOO))),&c&de1icjo.r'&l-,or
(O&j11
V;99C Ac&de1ic ?o.r'&l-
• The o5erridi'( 6i'di'( o6
the -t.d/ i- th&t the -cope o6 I'ter'et .-&(e
&- & 1edi&
i- &66ected 0/ 1&'&(e1e't-I perceptio'- o6
the e66ecti5e'e--
o6 their )e0-ite- &- 1&r3eti'( tool-,
• The re-e&rcher’- reco11e'd&tio' i' thi-
co'te4t i- th&t
6ir1- -ho.ld de5elop &'d e5&l.&te & )e0E
0&-ed 1ethodolo(/
6or e5&l.&ti'( the e66ecti5e'e-- o6
pro1otio'&l
)e0-ite-
; T3/ <45>&7’' </*7/<(&)0 ),
:-./*(&'&01 &0 ()-:+’'
S)7&/(+
5+
S&ll/ >ordE*.tchi'-o' &'d
A''ie Roth)ell
S)4*7/%
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 C#ILDRENS’ PERCEPTION
ON TV ADVERTISING
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*:0- P/*7/<(&)0 I B*:0-
E=4&(+ ), B:5+ A77/'')*+
P*)-47(' &0 W)*E&01 M)9'’
• )or3i'( 1o1- )ho )ere .-i'( di66ere'ce-
0r&'d )o.ld 0e
percei5ed their 0r&'d )ith di66ere'ce )&/-,
P/*'</7(&./
5+
Ph.-it !o'(lor-&icho'W &'d
P&itoo' S&th&i'r&p&0&/.t
')4*7/
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
STAKE#OLDERS
EXPECTATION
5+
Pr&th&0 o0.r&i
YLR 1oorthi
Che) 3o3 )&i
#ich&el j 0&3er
S)4*7/%
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 A4'(*:>&:0 :0-
T:&D:0/'/ A-./*(&'/*F'
P/*7/<(&)0' ), I0(/*0/(
M:*E/(&01
• !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)4*7/%
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
5+
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/*7/<(&)0'% C*)''
M/-&: B4&>-' P4*73:'/ I0(/0(
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-./*(&'/*'F M/-&: • )he' & -&le-per-o' co1e- to .'der-t&'d
S/>/7(&)0 &0 S9:>>
N/D'<:</* M:*E/('
B+
"e' S1ithG Ne)-p&per
Re-e&rch ?o.r'&l2 Vol, :C2 :CC<
K)4*0:> A*(&7>/ EG7/*<(
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-,
C#APTER2" DATA ANALYSIS AND INTERPRETATIONK
".1 PERCENTAGE ANALYSIS%
TABLE NO. ".1%
INDULGE REMAINS ABOUT
R/'<)0'/' R/'<)0-/0(' </*7/0
1/M:'(3/:-
E E
S4<<>/9/0( ,)*9
:; @9
C)>)* '<*/:-
:; @9
C)0(/0(
A :B,A
S</7&,&7 ()<&7LD*&(/*
:
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 NO%".2 %
T3/ 5/'( ), I0-4>1/ %
R/'<)0'/' R/'<)0-/0(' P/*7/0
1/N/D' '<*/:- B :9
N/D' &(/9' &0 /./*+ D//E @ ;8
C)>490&'( ; <
N/D <*)-47( >:4073/' :: @9
I0(/*/'(&01 */:- :' :
D3)>/
= :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 NO%".3 %
P/*7/<(&)0 ), I0-4>1/.
R/'<)0'/' R/'<)0-/0(' P/*7/0
1/G*/
<*)-47( E E
T3/ *&13( ,&(
A :B,B
A 0/D (*/0- D:./
:A A9
I0,)*9
&./< ;B,B
A0)(3/* '4<<>/9/0(
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 NO%"." %
T3/ >))E :0- 7)0(/0( ), (3/ <*)-47(.
R/'<)0'/' R/'<)0-/0(' P/*7/0
1/EG7/>>/0(
9 9R
V/*+ 1))-
B ;9R
I0,)*9
&./C 89R
C)>)*,4> I &0(/*/'(&01
= ;8,8R
C:<(4*/' (3/ 73:01/'
< ;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% ".8%
W:&(&01 ,)* : 1*:5 ), (3/ <*)-47( /:73 D//E.
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/'<)0'/' R/'<)0-/0(' P/*7/0
1/Yes
$ 26%6%
No
6 20%
Browse through it
#6 5"%&%
TOTAL
"0 #00
TABLE NO% ".M%
T3/ &9<*)./9/0( () 5/ 9:-/ &0 (3/ <*)-47(.
R/'<)0'/' R/'<)0-/0(' </*7/0
1/C)0(/0( :< B9R
L:+)4( :; @9R
P:</* =4:>&(+ 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% ".N%
L))E )4( ,)* (3/ <*)-47( /:73 D//E.
R/'<)0'/' R/'<)0-/0(' </*7/0
1/A-./*(&'/9/0( :; @9R
I0,)*9
&)0 :B A8,@N/D >&,/ '(+>/ <*)-47(' ; 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 ;<R )ere loo3- o.t 6or 'e) li6e
-t/le prod.ct-,
TABLE NO% ".%
L&E/ () /03:07/ 5*:0- /=4&(+ (3*)413 I0-4>1/.
R/'<)0'/' R/'<)0-/0(' P/*7/0
1/Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES%
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to e'h&'ce
their prod.ct 0r&'d e7.it/ thro.(h i'd.l(e
TABLE NO% ".!%
L&E/ () :-./*(&'/ &0 I0-4>1/.
R/'<)0'/' R/'<)0-/0(' P/*7/0
1/Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES%
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to &d5erti-e
i' i'd.l(e
TABLE NO% ".1C%
W)4>- >&E/ () 7)0(&04/ (3/ I0-4>1/
R/'<)0'/' R/'<)0-/0(' P/*7/0
1/Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES%
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to co'ti'.e
to &d5erti-e i' i'd.l(e
C#APTRER $ 8% CONCLUSION
8.1 RESULTS AND FINDINGS
:, 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
;, 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,
8, 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,
@, 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,
A, The 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,
B, The 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,
=, The 1&4i1.1 o6 8BR o6 clie't- loo3 o.t 6or &d5erti-e1e't &'d i'6or1&tio' &'d
1i'i1.1 o6 ;<R )ere loo3- o.t 6or 'e) li6e -t/le prod.ct-,
<, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to e'h&'ce their prod.ct 0r&'d
e7.it/ thro.(h i'd.l(e
C, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to &d5erti-e i' i'd.l(e
:9, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to co'ti'.e to &d5erti-e i'
i'd.l(e
8.3 LIMITATION OF STUDY
? The d&t& 6or the project )&- co'd.cted 6ro1 the opi'io' o6 &d5erti-er- i'
1&r3et, A'/ 0i&- i' the opi'io' o6 6&l-e )ill i1p&ct o' the 6i'di'(- o6 the
-t.d/,
? The -&1ple -iHe )&- l&r(e &- the &d5erti-er 1&r3et- )ere to 0e
i'ter5ie)ed )hile &t )or3,
? So1e o6 the &'-)er (i5e' 0/ the re-po'de't- 1&/ 0e 0i&-e-,
? >e) re-po'de't- )ere rel.ct&'t )hile &'-)eri'( the 7.e-tio' d.e to their
0.-/ -ched.le,
? Ti1e i- & co'-tr&i't 0ec&.-e d.r&tio' o6 project i- o'e 1o'th,
? So1e o6 the &d5erti-er’- )ere he-it&ti'( to (i5e )holeE he&rted opi'io'-
d.e to 6e&r,
8." SUGGESTIONS%
• I' thi- -t.d/ o0-er5ed th&t h&l6 &'d &0o5e o6 the re-po'de't- &re
1e'tio'ed th&t the i1pro5e1e't h&5e to 0e 1&de i' co'te't o6 I'd.l(e2 -o
the co1p&'/ c&' t&3e e66ort to i1pro5e the co'te't,
• A' &d5erti-er- 6eel- th&t 'e)- -pre&d c&' 0e i'cre&-ed i' the i'd.l(e -o
th&t 1&'/ i'6or1&tio' c&' 0e -ee',
• A5&il&0ilit/ o6 the prod.ct i- -c&rce2 -o the co1p&'/ c&' i1pro5e it-
circ.l&tio'
8.8 C)07>4'&)0%
The i'6or1&ti5e &'d i'tere-ti'( &'&l/-i- o6 “Ad5erti-er-’ perceptio' &0o.t
I'd.l(e i' The Ne) I'di&' E4pre-- Che''&i %2 &d5erti-er- perceptio' pro5ide- 1edi&
co1p&'/ e4ec.ti5e- i'-i(ht 'ece--&r/ 6or i'cre&-i'( &d -&le-2 1&r3et po-itio' &'d
co1petiti5e &d5&'t&(e, A'd it help- to 1&3e 1ore 0e'e6it- to &d5erti-er-, To (i5e
&d5erti-i'( to &d5erti-er- 6or )hich o'e i- hi(hl/ e4pected,
It i- co'cl.ded th&t &d5erti-er-’ perceptio' &re the 0&-ic thi'(-2 )hich
co.ld help6.l to the co1p&'/, So1e -.((e-tio'- &re (i5e' i' thi- project2 )here the
co1p&'/ co.ld loo3 i'to the (re/ &re&- &'d tr/ to recti6/ the12 -o th&t &d5erti-er- co.ld
0e hi(hl/ -&ti-6ied,
doc_281176436.doc