Description
Today’s dynamic & competitive marketing world marketer trying to fulfill the needs & wants of customer in an effective ways better than the competitors. Promotional activities including advertising are powerful tools through which a company reaches its target audience, and conveys the benefits, features, price, and availability of the product, service, or idea in the offering.
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
CONTENTS
Part A
? E!ec"tive s"mmary
? #ntrod"ction of Vijay karnataka
? Organi$ation profi%e
? Organi$ation str"ct"re
Part &
? 'esearc( met(odo%ogy
? Topic of t(e st"dy
? O)jectives
? P"rpose of t(e st"dy
? Scope of t(e st"dy
? *imitations
? +ata co%%ection met(od
Part C
? +ata ana%ysis , interpretation
? -indings
? S"ggestions
? Conc%"sion
Part +
? Anne!"re
? ."estionnaire
? &i)%iograp(y
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
EXECUTIVE SUMMARY
Today’s dynamic & competitive marketing or!d marketer trying to "#!"i!!
t$e needs & ants o" c#stomer in an e""ective ays %etter t$an t$e competitors&
'romotiona! activities inc!#ding advertising are poer"#! too!s t$ro#g$ $ic$ a
company reac$es its target a#dience( and conveys t$e %ene"its( "eat#res( price( and
avai!a%i!ity o" t$e prod#ct( service( or idea in t$e o""ering& Advertising is pers#asive(
in"ormative( and is designed to in"!#ence t$e p#rc$asing %e$avior o" t$e prospective
c#stomer&
T$e st#dy attempts to ana!y)e and determine *A st#dy on advertiser’s
pre"erences toards Vi+ay ,arnataka as an e""ective advertising media- and a!so "ind
o#t t$e satis"action !eve! toards .#a!ity( service( and 'rice o" t$e V&,& T$e researc$
as p#re!y %ased on t$e s#rvey cond#cted in /aga!kot& T$e samp!ing tec$ni.#e #sed
as simp!e random samp!ing o" advertisers& T$e data as co!!ected t$ro#g$ persona!
intervie and str#ct#red .#estionnaire& T$e researc$ instr#ment #sed as a
.#estionnaire $ic$ $e!ped in knoing t$e p#!se o" t$e advertisers& T$e samp!e si)e
taken as 01 advertisers& T$e .#estionnaire as t$en ana!y)ed it$ $e!p o" grap$s and
c$arts&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
I2TR34UCTI325
'ress is ca!!ed t$e "o#rt$ estate t$e t$ree ot$er %eing t$e !egis!ative and t$e +#diciary&
T$e press is s#pposed to p!ay t$e cr#cia! ro!e o" a atc$dog to see t$at t$e "oreside
instit#tions "#nctions "air!y it$in t$e constit#tiona! "rameork and serve t$e 'eop!e
"or t$ose e!"are t$ey created& T$e moment press ceases to per"orm t$is "#nction( it
!ooses its credi%i!ity&
India !and o" kings and emperors as t$en r#!ed even t$o#g$ in a%sence idespread
ed#cation means o" comm#nication and transport& In some$at t$e message o" t$e
r#!ers $ad to reac$ every corner o" t$e territory& T$ere as no press or nespaper &
As$oka t$e great Indian emperor $ad devised $is on!y means o" comm#nication& 6e
#sed to p#%!is$ t$e imperia! edicts on rocks and stone pi!!ars& T$e nes o" t$e day as
p#%!is$ed in sma!! pict#res dran on t$e a!!s o" temp!es in ink or co !o#r( $ic$
co#!d %e removed easi!y& Even t$e mora! code as proc!aimed t$ro#g$ t$e art o" t$e
monarc$ to $is !oving peop!e&
T$e esta%!is$ment o" t$e mog$#! empire in India #s$ered in a ne area in t$e "ie!d o"
+o#rna!ism& T$e mog$#! r#!e organi)ed comm#nication ritten nespaper o" a kind(
ere in circ#!ation& A#rang)e% one o" t$e !ast and great Mog$#! emperors $ad to r#!e
and administer vast territory& T$e Mog$#! emperor $ad an e""icient system o"
in"ormation o""icers& T$ey $ad maintained a %#rea# o" inte!!igence
In every provincia! capita!& 2es riters ere appointed t$ere&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
I24USTRY 3VERVIE75
6IST3RY 38 2E7S'A'ERS5
T$e nespaper can initia!!y %e de"ined as a ritten means o" conveying c#rrent
in"ormation& In t$is sense t$e "irst organi)ed attempt to provide s#c$ a service occ#rred
in ancient Rome( $ere ne !etters conveyed $at as going on in t$e capita! to t$e
"art$er reac$ o" t$e Roman Empire& 4#ring 9#!i#s Caesar’s reign t$eir as a!so t$e
*Actadi#rna-dai!y anno#ncements o" t$e
vernment and ot$er activities t$at ere
posted in t$e capita!s p#%!ic p!ace
T$e ear!iest printed nes %#!!etins appeared in c$ina( it$ a co#rt ga)ette iss#ed
d#ring t$e T’sang dynasty ;<=>?@1</CAand read primari!y %y government o""icia!s(
a!t$o#g$ sc$o!ars ere !ater added to its readers$ip& A !ater signi"icant deve!opment
a"ter cited %y $istorians as t$e iss#ing o" nes !etter %y t$e
8#gger "ami!y o" :ermany( a poer"#! c!an o" merc$ants o" %ankers in t$e =0
t$
and =<
t$
cent#ries& t$ere agents operated in near!y every part o" t$e knon or!d and sent in
reports o" %#siness o" ot$er a""airs "rom t$eir posts & T$e reports ere com%ined and
circ#!ated %y means o" t$e nes !etters to a!! t$e #nits in "ogger an organi)ation&-
2espaper $istory in India is ineBtrica%!y tang!ed it$ po!itica! $istory(C rote A& E&
C$ar!ton ;7o!se!ey DA& 9ames A#g#st#s 6icky as t$e "o#nder o" IndiaEs "irst
nespaper( t$e Ca!c#tta :enera! Advertiser a!so knon as Hicky's Bengal Gazette( in
=F>1& Soon ot$er nespapers came into eBistence in Ca!c#tta and Madras5 t$e
Calcutta Gazette( t$e Bengal Journal, t$e Oriental Magazine( t$e Madras Courier and
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
t$e Indian Gazette& 7$i!e t$e India Gazette en+oyed governmenta! patronage inc!#ding
"ree posta! circ#!ation and advertisements( Hicky's Bengal Gazette earned t$e r#!ersE
rat$ d#e to its criticism o" t$e government& In 2ovem%er =F>1 its circ#!ation as
$a!ted %y government decree& 6icky protested against t$is ar%itrary $arassment
it$o#t avai!( and as imprisoned& T$e Bengal Gazette and t$e India Gazette ere
"o!!oed %y t$e Calcutta Gazette $ic$ s#%se.#ent!y %ecame t$e governmentEs
Cmedi#m "or making its genera! ordersC ;Sank$d$er GH?DGA& The Bombay Herald ( The
tatesmen in Ca!c#tta and t$e Madras Mail and The Hindu( a!ong it$ many ot$er
riva!s in Madras represented t$e metropo!itan voice o" India and its peop!e& 7$i!e
tatesman voiced t$e Eng!is$ r#!ersE voice( The Hindu %ecame t$e %eacon o"
patriotism in t$e So#t$& The Hindu as "o#nded in Madras as a co#nter to t$e Madras
Mail& 'atriotic movements gre in proportion it$ t$e co!onia! r#t$!essness( and a
ve$ic!e o" in"ormation dissemination %ecame a too! "or "reedom str#gg!e& In t$e
str#gg!e "or "reedom( +o#rna!ists in t$e tentiet$ cent#ry per"ormed a d#a! ro!e as
pro"essiona!s and nationa!ists&
Indeed many nationa! !eaders( "rom :and$i to Va+payee( ere +o#rna!ists as e!!&
Ca!c#tta( Madras( /om%ay and 4e!$i ere "o#r main centers o" #r%an renaissance
$ic$ no#ris$ed nes in India& It as on!y d#ring and a"ter t$e seventies( especia!!y
a"ter Indira :and$iEs de"eat in =@FF( t$at regiona! !ang#age nespapers %ecame
preva!ent& T$ere ere nationa!istic ec$oes "rom t$e !ing#istic regiona! provinces&
/enga!( :#+arat( Tami!( ,ara!!a( '#n+a% and Uttar 'rades$ prod#ced dai!ies in regiona!
!ang#ages& 6indi and Urd# ere !arge!y instr#menta! in voicing t$e viepoints and
aspirations o" %ot$ 6ind#s and M#s!ims o" t$e 2ort$ern provinces&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
As comm#na!ism and re!igio#s into!erance increased %e"ore and a"ter partition( Urd#
remained primari!y t$e !ang#age o" M#s!ims( as 'akistan c$ose t$is !ang#age as its
!ing#a "ranca& A"ter partition( t$e ca#se o" Urd# and its nespapers( s#""ered a set%ack
as 6ind# reactionaries %egan to recogni)e t$e association o" Urd# it$ Is!am and
'akistan
VI9AYA2A24 'RI2TERS IIMITE4 /A:AI,3T
V#/A0ANA+ P'#NTE'S *#1#TE+
S&'&I&@( ,SSI4C I24USTRIAI ESTATE
/A:AI,3T ?0HF=1=
1>D0H?GDH=1<
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
3R:A2ISATI32 'R38IIE 5
Vi+ay ,arnataka is one o" t$e most knon and "ast moving nespapers in ,annada&
T$e e""ective management made t$is organi)ation into a %ig and s#ccess"#!
organi)ation& T$e a#dit %#rea# o" circ#!ation ;A/CA $as given t$e n#m%er one
circ#!ation o" India "or Vi+ay ,arnataka It as t$e dream o" nort$ ,arnataka to $ave a
,annada dai!y nespaper taking care o" events o" t$e state in genera! and nort$
,arnataka in partic#!ar& T$e dream %ecame $en Vi+ayanand printers and p#%!is$ers
as esta%!is$ed to %ring o#t t$e most anted ,annada 4ai!y nespaper *Vi+ay
,arnataka- an enterprise and a vent#re %y t$e renoned Vi+ayanand road !ines !imited&
Vi+ay ,arnataka is per$aps t$e "irst nespaper in t$e co#ntry and in t$e nespaper
Ind#stry to ca!! itse!" a m#!ti edition it$ =1 editions nespaper in a s$ort span o" !ess
t$an 0 years& T$e editions are present region ise %y a!most com%ining G to 0 districts
o" ,arnataka state&
3/9ECTIVES 38 T6E 3R:A2IJATI325
• To eBpand t$eir market into ot$er states&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• To moderni)e t$e organi)ation %y #sing t$e $i?tec$ mac$ines in t$e prod#ction
process
• To increase t$e prod#ctivity
• To prod#ce nespaper into di""erent !ang#ages&
• To kno t$e c#stomer attit#de toards print advertisement&
• To kno t$e services t$e c#stomers eBpect "rom t$e Vi+ay ,arnataka nes
paper&
• To kno t$e "actors in g#iding se!ection o" nespapers "or re!ease o" ad’s&
T$e =1 Vi+ay ,arnataka p#%!is$ing centers are
• /anga!ore
• :#!%arga
• Manga!ore
• :angavati
• Mysore
• 6assan
• C$itrad#rga
• 6#%!i?4$arad
• S$imoga
• /aga!kot
4ETAIIS 38 T6E C3M'A2Y5
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
2ame o" t$e company 5Vijayanand printers *td &aga%kot
Address o" company 5Vi+ayanand printers and p#%!is$ers
2o S'I @ ,SSI4C ind#stria!
Estate /aga!kot ?0>F=1=
'$one?GDH=1F(G HD=10 8aB5 GHD=1<
Year o" esta%!is$ment at /aga!kot 5 GF 2ovem%er G11=
Type o" #nit 5 'roprietors$ip
Main ra materia! 5 'aper
'rinting capacity o" mac$ine 5 G1111K$o#r
2#m%er o" circ#!ations 5 D1111?vi+ay ,arnataka
C$ie" Editor 5Vis$es$ar /$at
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
VI9AYA2A24 'RI2TERS A24 'U/IIS6ERS
T$e VRI gro#p $as diversi"ied into t$e nespaper ind#stry d#ring octo%er=@@@ Under
t$e %anner o" Vi+ayanand printers and p#%!is$ers&
3/9ECTIVES5
• To serve ,annadigas and ,arnataka in partic#!ar and t$e co#ntry in
genera!
• To provide #n%iased nes e!! in time&
• To provide s#mpt#o#s reading materia! "or t$e readers to #pdate t$eir
kno!edge and entertain t$em&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
C3RE VAIUES5
T$ey strive "or eBce!!ence in everyt$ing t$ey t$ink( say and do& T$e va!#es t$at g#ide
t$eir t$o#g$t and action are5
• Innovation and Contin#o#s !earning5 T$ey provide an environment o"
innovation and !earning t$at "osters( in eac$ one o" t$em( a desire to
eBce! and i!!ingness to eBperiment&
• Tr#t$ and integrity5 T$eir %#siness practices are g#ided %y $ig$est
et$ica! standards o" tr#t$( integrity and transparency&
• Respect "or t$e individ#a!s5 T$ey %ring o#t t$e %est in individ#a!s %y
n#rt#ring team spirit( individ#a! deve!opment and se!" esteem spirit&
• L#a!ity services5 To provide .#a!ity service and prod#ct to t$e p#%!ic&
C3M'A2Y’S VISI32 A24 MISSI32
VISI325
To %e t$e !eading nespaper admired g!o%a!!y "or its innovation and .#a!ity&
MISSI325
To %e a!ays t$e no&= nespaper t$at it is present and serve t$e '#%!ic&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
3R:A2ISATI32 C6ART5
Vi+ayanand 'rinters Itd
'resident
Resident EditorKAssociate Editor
Response Manager
Response 'romoters
4ep#ty 2es Editor
Vice 'resident 4irectors
C$ie" Editor
Assistant Editor ;GA
2e Editor
R M 4 Manager
R M 4 'romoters
C$ie" Reporter 4istrict Correspondent
'rincip!e Correspondent side sp! correspondent
C$ie" Copy Editor ;GA
;:en 4eskA
C$ie" Copy Editor
;Mo""#! 4eskA
C$ie" Copy Editor
Sports
'$otograp$er
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
/UREAU C6IE8
/UREAU C6IE8
Edition C$ie"
R M 4
department
Acco#nt
section
Response
section
'rod#ction
department
Copy Editor
Acco#nts Response in?
C$arge
R M 4
department
'rod#ction
Manager
Sta""
Response
EBec#tive
Reporters Copy editor
'rinters
Comp#tor
operator
're?press E!ectrician
6e!pers
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
3VERVIE7 38 T6E 4I88ERE2T 4E'ARTME2TS 38 V'I
/A:AI,3T5
T$ere are "o#r departments o" Vi+ay ,arnataka in /aga!kot( t$ey areM
2. Editoria! department&
3. RM4 department&
4. 'rod#ction department&
5. ResponseNAdvertisementO department&
? E4IT3RIAI 4E'ARTME2T5
T$e nes comes to editing department t$ro#g$ vario#s so#rces& Vi+ay ,arnataka $as
Appointed stringers "or eac$ Ta!#ka and $as appointed t$e agent at t$e vi!!age !eve!&
T$ese agents and stringers send t$e nes t$ro#g$5
=& Co#rier
G& Modem or internet&
D& 8aB&
T$e nes is a!so received t$ro#g$ reporters&
Sometimes nes is a!so co!!ected t$ro#g$ direct c#stomer& A"ter t$is t$e a%ove
co!!ected ro#g$ in"ormation is edited and converted in t$e precise attractive manner to
t$e readers& T$e in"ormation is t$en typed and t$e paginators prepare t$e pages #sing
4T' tec$no!ogy and send t$ese pages to prod#ction department& T$e "ront page( !ast
page ;sports pageA( editoria! page and specia! pages are received t$ro#g$ e?mai! "rom
t$e /anga!ore editoria! department& T$e resident editor gives "ina! approva! to print&
? R M 4 4E'ARTME2T
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
It is t$e most important department( $ic$ takes care o" a!! t$e activities o" circ#!ation&
T$ere are H mem%ers in t$e circ#!ation department( o#t o" t$em G mem%ers maintains
a!! t$e acco#nts o" eac$ and every agent& T$e ot$er G mem%ers contro!s t$e circ#!ation
ork
T$e tota! n#m%er o" agents is G>1& T$is n#m%er is increasing very rapid!y& At t$e time
o" appointing t$e agent deposit o" Rs&=11K?is takenKcopy& I" any o" t$e agent does not
"o!!o t$e terms and condition t$ose agents i!! %e re+ected& I" any agent ants to
increase or decrease t$eir n#m%er o" copies( t$e agent s$o#!d in"orm in t$e ritten
"orm on!y&
? 8U2CTI32S5
=& Receiving t$e printed papers "rom t$e prod#ction department&
G& 'acking and re"i!!ing t$e order&
D& 4ispatc$ing as per re.#irements&
H& S#ggestions "rom agents in distri%#tion c$anne!&
0& Appointing ne agents
<& Receiving %i!!s "rom t$e agents mont$!y t$ro#g$ 44KCas$
RES'32SI/IIITIES5
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• Increase sa!es vo!#me o" paper
• :enerates sec#rity deposits
• 4esigning t$e ro#tes
• Maintenance o" records re!ating to circ#!ation&
7it$in +#st =G1 days o" its !a#nc$ing *Vi+ay ,arnataka- $as %een a%!e to ac$ieve
tremendo#s grot$ in terms o" circ#!ation& T$e present edition ise n#m%er o" edition
ise n#m%er o" circ#!ation is P
Tota! n#m%er o" circ#!ations o" !eading papers in /aga!kot district5
Vi+ay ,arnataka Samy#kta ,arnataka 'ra+avani
D1(111 G1(111 GG(111
? 'R34UCTI32 4E'ARTME2T
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
'rod#ction department is one $ere t$e act#a! printing takes p!ace& T$e ra materia!s
#sed in prod#ction department are P
• 'aper
• Ink
• '!ates
'apers5 T$e ra paper "or t$e prod#ction o" t$e nes papers are p#rc$ased "rom
*Mysore paper mi!!s /$adravati- to si)es o" papers are p#rc$ased&
=&F1cm paper
G&D0cm paper
T$e F1cms papers are #sed "or a!! t$e pages eBcept centra! sing!e page&
T$e D0cms paper is #sed "or centra! sing!e page&
T$ere are to .#a!ities o" paper in F1 cms5
• H@ :SM PT$e paper is o" top .#a!ity( t$is paper is #sed "or "irst & !ast pages
on!y&
• H0 :SM PT$is paper is o" !esser .#a!ity& T$is is #sed "or a!! t$e pages( eBcept
"irst and !ast page&
I2,5
To print on t$e paper ink is transported "rom 6#%!i press( $ic$ is p#rc$ase "rom
*6ind#stan Inks-,o!$ap#r&
T$ere are "o#r types o" inks #sed in printing t$ey are?
• Cyan
• Va!!enta
• Ye!!o
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• /!ack
T$e nes items are rearranged %y t$e paste #p artists as per g#idance o" t$e editor(
editor rearranges t$e nes items& T$e p!ate makers make t$e "ina! p!ates "or printing
%y #sing advanced tec$no!ogy mac$ines and t$ese are sent to printing& T$e nes on
t$e p!ates are printed on t$e %!ankets $ic$ are inside t$e mac$ine& Iast!y t$e nes on
%!ankets are printed on t$e paper& T$e p!ates are p#rc$ased "rom *Tec$no!ogy&
Company- Madras T$ese are G0?D0 p!ates are re.#ired Kday&
MA2'37ER5
T$e man poer o" t$e prod#ction department is DHo#t o" DH mem%ers => are
concerned "or t$e printing department and remaining =< mem%ers are "or packing&
'rod#ction inc$arge ? =
'rinters ? G
Assistant printer ? =
'aste #p 4epartment ? H
E!ectrician ? =
6e!pers ? @
'acking ? =<
Tota! ? DH
T$e persons in t$e printing department are a!most a!! ski!!ed persons eBcept "e
$e!pers& T$ese persons are at !east ITI grad#ates and are $aving eBperience& T$e
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
packing persons are ineBperienced or #nski!!ed persons& T$e capacity o" t$e mac$ine is
G1111 copiesK$o#r and t$e mac$ines are p#rc$ased "rom ,o!$ap#r& T$e act#a! printing
starts at =='M and comp!etes at GAM& /#t t$e s#pp!ements !ike Cini Vi+aya and
Sapta$ika Vi+aya area printed at <'M
H& RES'32SE NA4VERTISI2:O 4E'ARTME2T5
Advertisement 4epartment C$art
Advertisement Manager
Sc$ed#!ing C!erk Ad& EBec#tives /i!!ing C!erk
8U2CTI32S5
=& Se!! t$e space o" t$e nespaper to advertisers and advertising agencies&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
G& In"orm t$e editions a%o#t space needed "or t$e advertise&
D& Co!!ection o" t$e payment "rom t$e advertisers and concerned parties&
H& Sending %i!! to concerned parties&
TY'ES 38 A4VERTISEME2T5
=& C!assed advertisements
G& Commercia! advertisements
D& Corporate advertisements
H& 4isp!ay advertisement
0& 8ami!y advertisement
<& 8inancia! advertisement
F& Ioca! advertisement
>& 'ena! advertisement
AC6IEVEME2T
? Vi+ay ,arnataka 6AS T3TAI REA4ERS6I' 38 F>( =G(111&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
? Vi+ay ,arnataka is t$e on!y ,annada dai!y to $ave itnessed a :rot$ over !ast
IRS ;G11H( IRA&
? In ,arnataka( t$ree o#t o" "ive ,annada 2espaper readers reads VI9AY
,AR2ATA,A&
? 0H&DFQ o" ,annada 4ai!y readers $aving M6I o" a%ove RS =1(111K? read VI9AY
,AR2ATA,A&
? VI9AY ,AR2ATA,A $as H>Q more readers t$an t$e no G ,annada 4ai!y
segment SEC A/&
MAXIMUM REA4ERS6I'
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• MAXIMUM A4VA2TA:E Y3UR /RA24
VI9AY ,AR2ATA,A F>(=G(111
'RA9AVA2I DD(F<(111
SAMYU,TA ,AR2ATA,A G0(11(111
U4AYAVA2I =>(11(111
'REVI3US REA4ERS6I'
VI9AY ,AR2ATA,A F1(=G(111
'RA9AVA2I DD(@@(111
SAMYU,TA ,AR2ATA,A G0 (DG(111
U4AYAVA2I =0(11(11
!i"ay #arnataka is the largest $eo$le read #annada daily amongst%
• Ma!e readers it$ a readers$ip o" HH(G1(111 ;covering FDQ ma!es reading any
,annada dai!yA&
• 8ema!e readers it$ a readers$ip o" =H(G@(111;covering 00Q "ema!es reading
any ,annada 4ai!yA&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• :rad#ates K post grad#ates and a%ove segment it$ a readers$ip o" F(=0(111
and SCC %#t not grad#ate it$ a readers$ip o" DG(1G(111&
• R#ra! masses it$ a readers$ip o" DG(GH(111&
• Ur%an masses it$ a readers$ip o" GF(=G(111&
• Tons it$ pop#!ation greater t$an =0 !ak$s it$ a readers$ip o" H(=0(111&
• T$e age gro#p o" =G?=@ years it$ a readers$ip o" =0(=0(111&
• T$e age gro#p o" G1?HH years it$ a readers$ip o" GF(H0(111&
• T$e age gro#p o" H0 and a%ove it$ a readers$ip o" @(1G(111&
• 'eop!e it$ M6I greater t$an RS&0111K?it$ a readers$ip o" @(1D(111&
• 'eop!e it$ M6I !esser t$an RS&0111K? it$ a readers$ip o" 0=(01(111&
I24IA5 Times o" India :ro#p ac.#ires Vi+ayanand 'rinters
!i"ayanand &rinters $ublishes t'o #annada ne's$a$ers and an (nglish daily
Times o" India
T$#rsday( 9#ne =0( G11<
2e 4e!$i ??? T$e Times o" India :ro#p and t$e promoters o" t$e /anga!ore?%ased
Vi+ayanand 'rinters Iimited $ave signed an agreement in 2e 4e!$i on T$#rsday "or
t$e =11 per cent ac.#isition o" Vi+ayanand 'rinters Itd ;V'IA&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
V'I p#%!is$es ,annada nespapers !i"ay #arnataka $ic$ $ave ten editions& Vi+ay
,arnataka is t$e !eader in t$e ,annada nespaper segment it$ circ#!ation in eBcess
o" 0&0 !ak$ ;9#!y?4ec G110A as per A/C report&
Vineet 9ain( Managing 4irector( /ennett( Co!eman & Co Itd ;T$e Times o" India
:ro#pEs parent companyA( said5 CT$is agreement $ig$!ig$ts o#r strong emp$asis on t$e
"ast?groing regiona! media markets in India $ere readers $ave ne aspirations and
mindsets& 7e are t$#s committed to Cgoing !oca!C and "#rt$er deve!oping strong
regiona! identities so as to provide t$e %est possi%!e va!#e to o#r ne readers$ip and
advertiser %ase&C
3%+ectives
=O To #nderstand advertisers perception toards Vi+ay ,arnataka
GO To determine t$e "actors in"!#encing advertisers "or advertisement’s in Vi+ay
,arnataka as an e""ective media
DO To meas#re t$e satis"action !eve! o" advertisers toards Vi+ay ,arnataka
HO To kno t$e advantages o" V&, it$ compare to competitors&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Researc$ Met$odo!ogy5
Researc$ 5 4escriptive researc$
4ata so#rces 5 =& Secondary data
G& 'rimary data
Researc$ Approac$ 5 S#rvey met$od
Researc$ Instr#ment 5 L#estionnaire
Type o" L#estionnaire 5 Str#ct#red non?disg#ised
Type o" L#estions 5 C!ose?ended .#estions
Samp!ing '!an 5
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
=& Samp!ing Unit 5 advertisers $o pre"ers V, in /aga!kot city
G& Samp!e Si)e 5 01 respondents
D& Samp!ing proced#re 5 Simp!e random samp!ing
Contact Met$od 5 'ersona!
Mode o" co!!ecting data5 T$e respondents i!! %e c$osen random!y & re.#ested to grant
Intervies& T$e .#estions i!! t$en %e asked in a predetermined
Se.#ence& T$e secondary data i!! %e co!!ected "rom vario#s %ooks(
9o#rna!s( reports( company’s data %ase( internet etc&
4ata 'rocessing 5 =& A n#m%er o" ta%!es to %e prepared to %ring o#t t$e main
C$aracteristics o" t$e co!!ected data&
G& In"erences to %e dran "rom t$e data co!!ected&
/E2E8ITS 83R 'ERS32AI :R37T6
= T$e st#dy i!! en$ance my kno!edge a%o#t service sector %#siness&
G T$e st#dy i!! give kno!edge a%o#t $o t$e coordination & co?operation i!!
take p!ace in an origination&
D It i!! give t$e kno!edge a%o#t $o t$e money & materia! transaction i!!
take p!ace %eteen man#"act#re & c#stomer&
/E2E8ITS 83R 3R:A2ITI32
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
= T$e st#dy i!! $e!p t$e origination to kno t$e advertiser’s pre"erences
toards V,&
G To kno t$e present !eve! o" advantages o" V, it$ competitors&
D To #nderstand t$e perception o" advertisers toards V&, & t$e "actors $ic$
are in"!#encing t$em to pre"er V, "or t$eir advertisement&
H To #nderstand t$e advertisers satis"action !eve! toards nes coverage !eve! &
circ#!ation o" V,&
RESUIT & 4ISCUSSI32 7IT6 C6ARTS & :RA'6S
=A 7$ic$ nes paper do yo# #se reg#!ar!y "or yo#r advertisementR
43 86.0 86.0 86.0
4 8.0 8.0 94.0
3 6.0 6.0 100.0
50 100.0 100.0
Kannada
English
Both
Total
Valid
Frequency ercent Valid ercent ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ o#t o" 01 respondents ><Q o" responds are #sing
,annada nes paper & >Q are #sing Eng!is$ nes paper & <Q are #sing /ot$
kannada & Eng!is$ nes papers "or t$eir advertisement&
InterpretationM "rom t$e a%ove in"ormation e can say t$at ma+ority o" t$e
respondents #sing ,annada nes paper "or t$eir advertisements %eca#se kannada
nes paper circ#!ation is more in /aga!kot city & ,annada is t$e regiona! !ang#age in
/aga!kot city &
GA 4o yo# #se V&, nes paper "or yo#r advertisement&
6.0"
8.0"
86.0"
Both
English
Kannada
50 100.0 100.0 100.0 yes Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM =11Q o" respondents are #sing V&, "or t$eir advertisements&
InterpretationM a!! respondents are #sing V&, "or t$eir advertisement %eca#se V&, nes
paper /rand image is good and it is $aving good circ#!ation&
DA 7$at do yo# t$ink a%o#t V&, nes paperR
100.0"
yes
14 &8.0 &8.0 &8.0
&8 56.0 56.0 84.0
5 10.0 10.0 94.0
& 4.0 4.0 98.0
1 &.0 &.0 100.0
50 100.0 100.0
Very good
'ood
(%erage
)ot good
Very *ad
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ G>Q o" t$e respondents are said t$at V&, nes paper is
very good & 0<Q o" t$e respondents are said t$at V&, is good & =1Q o" respondents
are said t$at V&, is average & HQ are said t$at V&, is not good & GQ are said t$at V&,
is very %ad &
InterpretationM 8rom t$e a%ove in"ormation most o" t$e respondents are said t$at V&,
nes paper is t$eod nes paper %eca#se it is $aving good %rand image and it is
$aving more circ#!ation&
HA In "#t#re i!! yo# #se or s#ggest ot$ers to #se V&, "or t$eir advertisement
&.0"
4.0"
10.0"
56.0"
&8.0"
Very *ad
)ot good
(%erage
'ood
Very good
45 90.0 90.0 90.0
5 10.0 10.0 100.0
50 100.0 100.0
+es
)o
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ @1Q " t$e respondents to!d t$at in "#t#re t$ey i!!
s#ggest ot$ers to #se V&, "or t$eir advertisement& & =1Q are said t$at t$ey are not
te!!ing to any advertisers to pre"er V&, "or t$eir advertisement&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at in
"#t#re t$ey i!! s#ggest ot$ers to #se V&, "or t$eir advertisements %eca#se it is $aving
%est riting sty!e and co!or"#!!y print & V&, is t$e good advertising media&
0A 7$ic$ "actors make yo# to c$oose V&, as a media "or yo#r advertisement
10.0"
90.0"
)o
+es
&8 56.0 56.0 56.0
15 30.0 30.0 86.0
5 10.0 10.0 96.0
& 4.0 4.0 100.0
50 100.0 100.0
E,ce-ted -ri.e at
/egion a*le -rice
0ore circulation
age quality
122ers
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ 0<Q o" t$e respondents c$oose V&, %eca#se o" t$e
"actor EBcepted pri)e at region a%!e price( & D1Q o" t$e respondents c$oose V&,
%eca#se o" t$e "actor More circ#!ation( & =1Q o" t$e respondents c$oose V&, %eca#se
o" t$e "actor 'age .#a!ity & HQ t$e respondents c$oose V&, %eca#se o" t$e "actor
o""ers provided %y V&,&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are said t$at t$ey
c$oose V&, %eca#se o" t$e "actor EBpected space at reasona%!e prices i" t$e
advertisement is in eBpected space t$en its e""ectiveness i!! increases&
<A Yo# pre"er V&, "or yo#r advertisement %eca#se o" "o!!oing region&
4.0"
10.0"
30.0"
56.0"
o22ers
-age quality
0ore circulation
E,ce-ted -rise at re
8 16.0 16.0 16.0
6 1&.0 1&.0 &8.0
3 14.0 14.0 4&.0
&9 58.0 58.0 100.0
50 100.0 100.0
#olour 2ull -rint
hotogra-hy
(ni$ation
4tyle o2 5riting
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ =<Q o" t$e respondents prepare V&, %eca#se o" t$e
region co!or "#!! print o" V&,&& =GQ o" t$e respondents prepare V&, %eca#se o" t$e
region p$otograp$y o" V&, & =HQ o" t$e respondents prepare V&, %eca#se o" t$e
region Animation o" t$e V&, & 0>Q o" t$e respondents prepare V&, %eca#se o" t$e
region 7riting sty!e o" t$e V&,&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents prepare V&,
%eca#se o" t$e region 7riting sty!e o" t$e V&,& i" riting sty!e is good t$en it i!!
attracts t$e c#stomer toards o#rsNadvertisersOprod#cts&
FA 7$at do yo# t$ink a%o#t t$e advertisement price o" V&,&R
58.0"
14.0"
1&.0"
16.0"
4tyle o2 5riting
(ni$ation
hotogra-hy
#olor 2ull -rint
3 6.0 6.0 6.0
8 16.0 16.0 &&.0
39 38.0 38.0 100.0
50 100.0 100.0
#ostly
(%erage
(22orda*le
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ <Q o" t$e respondents are said t$at t$e advertisement
pri)e o" t$e V&, is cost!y & =<Q o" t$e respondents are said t$at it is average & F>Q
are said t$at it is a""orda%!e&
InterpretationM "rom t$e a%ove in"ormation Most o" t$e respondents are said t$at t$e
advertisement pri)e o" V&, is A""orda%!e&
>A Are yo# satis"ied it$ V&, as an e""ective advertising mediaR
38.0"
16.0"
6.0"
(22orda*le
(%erage
#ostly
44 88.0 88.0 88.0
6 1&.0 1&.0 100.0
50 100.0 100.0
+es
)o
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ >>Q o" t$e respondents are satis"ied it$ V&, as an
e""ective advertising media & =GQ o" t$e respondents are not satis"ied it$ V&, an
e""ective advertising media
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are satis"ied it$
t$e V&, as an e""ective advertising media %eca#se it is $aving more circ#!ation & V&,
i!! gives eBpected space at region a%!e price & it is $aving good /rand image in t$e
market&
@A 6o m#c$ yo# satis"ied it$ V&,&
1&.0"
88.0"
)o
+es
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ =GQ o" t$e respondents are 6ig$!y satis"ied & <<Q o"
t$e respondents are satis"ied & =<Q o" t$e respondents are Moderate & <Q o" t$e
respondents are 4issatis"ied toards V&,&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are satis"ied it$
V&, %eca#se it is $aving more /rand image in t$e market & it’s service is good & it’s
circ#!ation is more&
=1A Are yo# satis"ied it$ distri%#tion o" V&, nes paper to c#stomer&
6 1&.0 1&.0 1&.0
33 66.0 66.0 38.0
8 16.0 16.0 94.0
3 6.0 6.0 100.0
50 100.0 100.0
6ighly satis2ied
4atis2ied
0oderate
7issatis2ied
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
6.0"
16.0"
66.0"
1&.0"
7issatis2ied
0oderate
4atis2ied
6ighly satis2ied
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ o#t o" 01 respondents ><Q o" t$e respondents are
satis"ied it$ 4istri%#tion o" t$e V&, to c#stomer & =HQ o" t$e respondents are not
satis"ied it$ 4istri%#tion o" V&, to c#stomer&
InterpretationM 8rom t$e a%ove in"ormation most o" t$e respondents are satis"ied it$
t$e 4istri%#tion o" V&, to c#stomers /eca#se t$e e""ectiveness o" t$e advertisement is
more $en t$ey i!! provided t$eir advertisement in V&,&
==A 7$ic$ part o" nes pre"er yo# pre"er most&
43 86.0 86.0 86.0
3 14.0 14.0 100.0
50 100.0 100.0
+es
)o
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
14.0"
86.0"
)o
+es
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ o#t o" 01 respondents G<Q o" t$e respondents are
prepare po!itica! nes & =HQ respondents pre"er sports nes & D<Q o" t$e
respondents pre"er !oca! nes & GHQ o" t$e respondents pre"er advertisement o" t$e
V&, nes paper&
InterpretationM 8rom t$e a%ove in"ormation most o" t$e respondents are pre"er Ioca!
nes o" t$e V&, %eca#se t$ey are interested in !oca! nes and t$ey do t$eir %#siness
activities in t$e !oca! area&
=GA 6o do yo# rate t$e "o!!oing nes papers as an e""ective media o"
advertisement&
'rice "or yo#r
advertisement
13 &6.0 &6.0 &6.0
3 14.0 14.0 40.0
18 36.0 36.0 36.0
1& &4.0 &4.0 100.0
50 100.0 100.0
olitical ne5s
4-orts ne5s
8ocal ne5s
(d%ertise$ent
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
&4.0"
36.0"
14.0"
&6.0"
(d%ertis$ent
8ocal ne5s
4-orts ne5s
olitical ne5s
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Very goodod Average /ad
Very
%ad
Vi+ay ,arnataka GG =D D G =
'ra+avani =1 =D GD G G
soymkt$a
,arnataka =G =1 GG H G
,annada 'ra%a < =1 G@ H =
Ana!ysisM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s price
"or t$eir advertisement is very good compare to ot$ers /rand’s !ike 'ra+avani(
Samy#kt$a ,arnataka( ,annada pra%a&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
advertisement price is very good %eca#se it is $aving good circ#!ation & good %rand
image( In t$is time a!so t$ey i!! take region a%!e pries "or advertisement&
Very goodod Average /ad
Very
%ad
Vi+ay ,arnataka GD == H D 1
'ra+avan
i =D G1 =0 G 1
soymkt$a == G= =0 D 1
price of your advertisement
0
5
10
15
&0
&5
30
35
Very good 'ood (%erage Bad Very *ad
Ratings
F
r
e
q
u
e
n
c
y
Vi9ay Karnata:a ra9a%ani soy$:tha Karnata:a Kannada ra*a Kannada ra*a
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
,arnataka
,annada 'ra%a =1 =D =@ 0 D
Ana!ysisM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
EBcepted space "or t$eir advertisement is very good compare to ot$ers /rand’s !ike
'ra+avani( Soymkt$a ,arnataka( ,annada pra%a&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
EBcepted space "or advertisement is very good t$ey i!! provide eBcepted space at
region a%!e pries %eca#se o" t$is advertisement e""ectiveness i!! increases &
advertisers i!! satis"ied&
Very goodod Average /ad
Very
%ad
Vi+ay ,arnataka G> =D 0 H 1
'ra+avan =G G0 =G = 1
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
i
soymkt$a
,arnataka =1 G= => = 1
,annada 'ra%a > =1 G1 @ D
Ana!ysisM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
Circ#!ation is very good compare to ot$ers /rand’s !ike 'ra+avani( Soymkt$a
,arnataka( ,annada pra%a&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
Circ#!ation is very good & it i!! ric$es $#ge n#m%er o" c#stomer & it i!! $e!ps to
increase t$e advertisement e""ectiveness&
Very goodod Average /ad
Very
%ad
Vi+ay ,arnataka =1 GD F H 1
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
'ra+avani > G1 =@ G =
soymkt$a
,arnataka =1 =F G1 D 1
,annada 'ra%a F =0 =@ > =
Ana!ysisM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
service is good compare to ot$ers /rand’s !ike 'ra+avani( Soymkt$a ,arnataka(
,annada pra%a&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
service is good& In every moment o" %#siness t$ey i!! treat #s in a good manner &
t$eir overa!! service is good&
=DA 3vera!! $o do yo# "ee! a%o#t V&, service&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ o#t o" 01 respondents <Q are to!d t$at V&, service is
eBtreme!y good & >HQ are to!d t$at it’s service is eBtreme!y good & >Q are to!d t$at
it’s service is neit$er good nor %ad & GQ are to!d t$at it’s service is %ad&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are "ee! t$at V&,
service is Very good it is #sing good .#a!ity paper& riting sty!e is good and it’s
4istri%#tion is good $ence advertisers "ee! V&, service is very good&
6Y'3T6ESIS TEST
3 6.0 6.0 6.0
4& 84.0 84.0 90.0
4 8.0 8.0 98.0
1 &.0 &.0 100.0
50 100.0 100.0
E,tre$ely good
Very good
)either good nor *ad
Bad
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
&.0"
8.0"
84.0"
6.0"
Bad
)ither good nor *ad
Very good
E,tre$ely good
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
In "eat#re i!! yo# #se or s#ggest ot$ers to #se V&, "or t$eir advertisement&
Tota! n#m%er o" satis"ied respondsS@1Q
61T>GQ i!! say t$ey #se or s#ggest ot$ers to #se V&, "or t$eir advertisement in
"#t#re&
6=U>GQ i!! say t$ey not #se or s#ggest ot$ers to #se V&, "or t$eir advertisement in
"#t#re&
'S&>G
'1S&@1
Standard errorS p;=?pA
n?=
&>G;=?&>GA
H@
S &10H>>D0
Jca!S '1?'
S&E
S &@1?&>G
&10H>>D0
S=&H0F<
Jta%S=&<H
Jca!UJta%( accept n#!! $ypot$esis&
A2AIYSIS5 as t$e ca!c#!ated va!#e is !ess t$an ta%!e va!#e( e accept t$e n#!!
$ypot$esis t$ere"ore 61 is accepted( 6= is re+ected so t$at more t$an >GQ o"
respondents i!! #se or s#ggest ot$ers to #se V&, "or t$eir advertisement in "#t#re&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Are yo# satis"ied it$ V&, as an e""ective advertising media&
Tota! n#m%er o" satis"ied respondsS>>Q
61T>1Q i!! say satis"ied it$ V&, as an e""ective advertising media&
6=U>1Q i!! say not satis"ied it$ V&, as an e""ective advertising media&
'S&>1
'1S&>>
At 0Q !eve! o" signi"icance ( J ta%S =&<H
Standard errorS ' ;=?'A
n?=
&>1;=?&>1A
H@
S &10F=H
Jca! S '1?'
Std Error
S &>>?>1
&10F=H
S =&H1
Jta!S=&<H
Jca! UJta! 2#!! $ypot$esis is accepted&
Conc!#sion5 As t$e Jca! va!#e is !ess t$an ta%!e va!#e e accept t$e n#!! $ypot$esis
t$ere"ore 61 is accepted( 6= is re+ected so t$at more t$an >1Q o" respondents i!!
satis"ied it$ V&, as an e""ective advertising media&
Are yo# satis"ied it$ distri%#tion o" V&, nes paper to c#stomer&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Tota! n#m%er o" satis"ied respondsS><Q
61T>1Q i!! say satis"ied
6=U>1Q i!! say not satis"ied
At 0Q !eve! o" signi"icances&
'S&>1
'1S>>
Standard errorS ';=?'A
n?=
S >1;=?&>1A
H@
S &10F=H
Jca!S'1?'
S&E
S&>>?&>1
&10F=H
S =&H111
Jca!U Jta% n#!! $ypot$esis is accepted
A2AIYSIS5 as t$e ca!c#!ated va!#e is !ess t$an ta%!e va!#e e accept t$e n#!!
$ypot$esis t$ere"ore 61 is accepted( 6= is re+ected so t$at more t$an ><Q o"
respondents i!! satis"ied it$ distri%#tion o" V&, nes paper to c#stomer&
C'OSS TA&6*AT#ON
Are yo# satis"ied it$ V&, as an e""ective advertising media&
Are yo# satis"ied it$ distri%#tion o" V&, nes paper to c#stomer&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove in"ormation HH respondents satis"ied it$ V&, as an e""ective
advertising media in t$at HD respondents satis"ied it$ distri%#tion o" V&, nes paper
to c#stomer&
4o yo# #se V&, nes paper "or yo#r advertisement&
In "#t#re i!! yo# #se or s#ggest ot$ers to #se V&, "or t$eir advertisement
Ana!ysisM "rom t$e a%ove in"ormation 01 respondents said t$at t$ey #se V&, nes
paper "or t$eir advertisement & in t$at H0 respondents said t$at In "#t#re t$ey i!! yo#
#se or s#ggest ot$ers to #se V&, "or t$eir advertisement&
43 1 44
6 6
43 3 50
+es
)o
(re you satis2ied 5ith
V.K as an e22ecti%e
ad%ertising $edia
Total
+es )o
(re you satis2ied 5ith
7istri*ution o2 V.K
ne5s -a-er to
custo$er
Total
45 5 50
45 5 50
+es 7o you use V.K
ne5s -a-er 2or
your ad%ertis$ent
Total
+es )o
;n 2utere 5ill use or
suggest others to use
V.K 2or their
ad%ertis$ent
Total
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
8I24I2:S
=A Ma+ority o" t$e respondents are #sing ,annada nes paper "or t$eir
advertisement&
GA Most o" t$e respondents are #sing V&, "or t$eir advertisement&
DA 0<Q o" t$e respondents t$ink t$at V&, nes paper is good & on!y GQ
respondents t$ink it is very %ad&
HA @1Q o" t$e respondents are to!d t$at in "#t#re t$ey i!! #se or s#ggest
ot$ers to #se V&, "or t$eir advertisement & on!y =1Q o" respondents
are not #se or s#ggest ot$ers to #se V&,&
0A 0<Q o" respondents said t$at eBcepted space at region a%!e price is
"actor $ic$ $e!ps t$em to c$oose V&, "or t$eir advertisement & on!y
HQ respondents are c$oose V&, %eca#se o" o""ers&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
<A 0>Q o" t$e respondents are said t$at t$ey pre"er V&, "or t$eir
advertisement %eca#se o" t$e region sty!e o" riting&
FA F>Q o" t$e respondents are said t$at advertisement price o" V&, is
a""orda%!e & on!y <Q o" respondents said t$at it is cost!y&
>A >>Q o" respondents to!d t$at t$ey are satis"ied it$ V&, as an e""ective
advertising media & on!y =GQ are said t$at it is not an e""ective
advertising media&
@A <<Q o" respondents are satis"ied it$ V&, & on!y <Q o" t$em are
dissatis"ied&
=1A ><Q o" t$e respondents are satis"ied it$ 4istri%#tion o" V&, to
c#stomers & remaining are not satis"ied&
==A D<Q o" t$e respondents pre"er !oca! nes & on!y =HQ o" respondents
pre"er sports nes&
=GA V&, nes paper $as providing good c#stomi)ed service compare to its
compotator & it is $aving competitive advantage o" good circ#!ation o"
papers&
=DA >HQ o" respondents are "ee! a%o#t V&, service is very good & on!y GQ
o" respondents "ee! its service is %ad&
SU::ESTI32S
=A V&, nes papers $as to maintain good re!ations$ip it$ eBisting c#stomers&
GA V&, $as to convert =1Q advertisers $o i!! not #se or s#ggest ot$ers to #se V&, "or
t$eir advertisement in "#t#re %y catering t$eir needs&
DA V&, nes paper s$o#!d eBtend t$eir o""ers !ike "estiva! o""er to its advertisers to
c$oose V&, as media "or t$eir advertisement & $e!ps to attract more advertisers
toards t$em&
HA V&, nes paper s$o#!d "#rt$er try to provide reasona%!e & competitive pries "or
advertisement so it $e!ps to attract remaining <Q advertisers $o are said t$at its price
is cost!y&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
0A V&, nes paper $as to %ring "e more innovative strategies to %ecome an e""ective
advertising media & attract remaining =GQ o" advertisers $o are dissatis"ied&
<A V&, nes paper $as to improve its distri%#tion o" papers to c#stomers so t$at it i!!
$e!p to increases t$e advertisement e""ectiveness o" t$e advertisers & $e!ps to catc$
remaining =HQ o" respondents&
FA V&, nes paper $as to take "e steps toards improvements o" its circ#!ation o"
papers&
>A V&, s$o#!d improve its service( $ic$ is considered as one o" t$e key "actor "or
s#ccess&
CO)C*+IO)%
In today’s competitive %#siness Environment Company i!! maintain and attain t$e
c$anging needs and ants o" advertisers( t$ey can di""erentiate a Company’s prod#cts
& service and deve!op c#stomer !oya!ty( $e!ping to s#stain pro"ita%i!ity in coming
days&
As I comp!eted my Ma+or Conc#rrent 'ro+ect in Vi+ay ,arnataka /aga!kot on topic
*Advertisers pre"erence toards V&, as an e""ective advertising media- $as given a
practica! pict#re o" overa!! "#nction o" t$e #nit&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
T$is pro+ect st#dy $as given a c!oser vie $ic$ co#!dn’t %e ac$ieved %y t$eoretica!
st#dy regarding Vi+ay ,arnataka and its met$ods in creating prod#ct & Service !oya!ty
toards advertisers & its e""ective "#nctioning&
*#1#TAT#ONS
=O T$e researc$ as cond#cted on!y "or /aga!kot addition so t$e conc!#sion made is
app!ica%!e to on!y /aga!kot addition&
GO T$e samp!e si)e as restricted to on!y advertisers $o pre"er V&, "or t$eir
advertisement&
DO T$e in"ormation contained in t$e report may s!ig$t!y vary it$ t$e act#a!( since
t$e data and in"ormation is provided approBimate and may !ack acc#racy( so it
s$o#!d %e veri"ied %e"ore imp!ementation&
HO T$e d#ration o" t$e st#dy as restrained and as #nder given condition&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
L#estionnaire
4ear sirK madam
"orm&
2ame S
Age S
:ender S
'!ace S
NV, SVi+ay ,arnatakaO
=A 7$ic$ nes paper do yo# #se reg#!ar!y "or yo#r advertisementR
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
,annada ; A Eng!is$ ; A /ot$ ; A 3t$ers ; A
GA 4o yo# #se V&, nes paper "or yo#r advertisementR
Yes ; A 2o ; A
I" no .#it t$e intervie
DA 7$at do yo# t$ink a%o#t V&, nes paperR
Very good ; Aod ; A Average ; A 2ot good ; A Very %ad ; A
HA& In "#t#re i!! yo# #se or s#ggest ot$ers to #se V&, "or t$eir advertisementR
Yes V 2o V
I" no $y(
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
0A 7$ic$ "actors make yo# to c$oose V&, as a media "or yo#r advertisementR
EBpected space at region a%!e price ; A
More circ#!ation ; A
'age .#a!ity ; A
3""ers ; A
<A Yo# prepare V&, "or yo#r advertisement %eca#se o" "o!!oing region
Co!or"#! print ; A '$otograp$y ; A
Animation ; A Sty!e o" riting ; A
FA& $at do yo# t$ink a%o#t t$e advertisement price o" V&,R
Cost!y V average V
A""orda%!e V !o V
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
>A Are yo# satis"ied it$ V&, as an e""ective advertising mediaR
Yes ; A 2o ; A
@A 6o m#c$ yo# satis"ied it$ V&,R
6ig$!y satis"ied ; A Satis"ied ; A
Moderate ; A 4issatis"ied ; A
=1A Are yo# satis"ied it$ 4istri%#tion o" V&, nes paper to c#stomersR
Yes ; A 2o ; A
==A 7$ic$ part o" nes paper yo# pre"er mostR
'o!itica! 2es ; A sports nes ; A
Ioca! 2es ; A Advertisement ; A
=GA 6o do yo# rate t$e "a!!oing nes papers as an e""ective media o"
advertisementR
Vi+ay
,arnataka
'ra+a Vani Samy#kta
,arnataka
,annada
'ra%a
'rice "or yo#r
ads
EBcepted space
Circ#!ation o"
'aper
Service
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
=SVery good
G Sod
DSAverage
HS/ad
0SVery %ad
=DA 3vera!! $o do yo# "ee! a%o#t V&, serviceR
EBtreme!y good ; A
Very good ; A
2eit$er good nor %ad ; A
/ad ; A
=HA Yo#r opinion toards V&, 2es paper
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXX
T$anks
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
4ate5
'!ace5
&#&#O7'AP80
&ooks
=A Marketing Researc$? T#!! and 6akins&
GA Marketing Mgmt ? '$i!ip ,ot!ers
1aga$ines
=A 2es papers
GA /#siness or!d
9e)sites
=A &goog!e&com
GA &vi+aykarnatakepaper&com
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
doc_139533987.doc
Today’s dynamic & competitive marketing world marketer trying to fulfill the needs & wants of customer in an effective ways better than the competitors. Promotional activities including advertising are powerful tools through which a company reaches its target audience, and conveys the benefits, features, price, and availability of the product, service, or idea in the offering.
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
CONTENTS
Part A
? E!ec"tive s"mmary
? #ntrod"ction of Vijay karnataka
? Organi$ation profi%e
? Organi$ation str"ct"re
Part &
? 'esearc( met(odo%ogy
? Topic of t(e st"dy
? O)jectives
? P"rpose of t(e st"dy
? Scope of t(e st"dy
? *imitations
? +ata co%%ection met(od
Part C
? +ata ana%ysis , interpretation
? -indings
? S"ggestions
? Conc%"sion
Part +
? Anne!"re
? ."estionnaire
? &i)%iograp(y
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
EXECUTIVE SUMMARY
Today’s dynamic & competitive marketing or!d marketer trying to "#!"i!!
t$e needs & ants o" c#stomer in an e""ective ays %etter t$an t$e competitors&
'romotiona! activities inc!#ding advertising are poer"#! too!s t$ro#g$ $ic$ a
company reac$es its target a#dience( and conveys t$e %ene"its( "eat#res( price( and
avai!a%i!ity o" t$e prod#ct( service( or idea in t$e o""ering& Advertising is pers#asive(
in"ormative( and is designed to in"!#ence t$e p#rc$asing %e$avior o" t$e prospective
c#stomer&
T$e st#dy attempts to ana!y)e and determine *A st#dy on advertiser’s
pre"erences toards Vi+ay ,arnataka as an e""ective advertising media- and a!so "ind
o#t t$e satis"action !eve! toards .#a!ity( service( and 'rice o" t$e V&,& T$e researc$
as p#re!y %ased on t$e s#rvey cond#cted in /aga!kot& T$e samp!ing tec$ni.#e #sed
as simp!e random samp!ing o" advertisers& T$e data as co!!ected t$ro#g$ persona!
intervie and str#ct#red .#estionnaire& T$e researc$ instr#ment #sed as a
.#estionnaire $ic$ $e!ped in knoing t$e p#!se o" t$e advertisers& T$e samp!e si)e
taken as 01 advertisers& T$e .#estionnaire as t$en ana!y)ed it$ $e!p o" grap$s and
c$arts&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
I2TR34UCTI325
'ress is ca!!ed t$e "o#rt$ estate t$e t$ree ot$er %eing t$e !egis!ative and t$e +#diciary&
T$e press is s#pposed to p!ay t$e cr#cia! ro!e o" a atc$dog to see t$at t$e "oreside
instit#tions "#nctions "air!y it$in t$e constit#tiona! "rameork and serve t$e 'eop!e
"or t$ose e!"are t$ey created& T$e moment press ceases to per"orm t$is "#nction( it
!ooses its credi%i!ity&
India !and o" kings and emperors as t$en r#!ed even t$o#g$ in a%sence idespread
ed#cation means o" comm#nication and transport& In some$at t$e message o" t$e
r#!ers $ad to reac$ every corner o" t$e territory& T$ere as no press or nespaper &
As$oka t$e great Indian emperor $ad devised $is on!y means o" comm#nication& 6e
#sed to p#%!is$ t$e imperia! edicts on rocks and stone pi!!ars& T$e nes o" t$e day as
p#%!is$ed in sma!! pict#res dran on t$e a!!s o" temp!es in ink or co !o#r( $ic$
co#!d %e removed easi!y& Even t$e mora! code as proc!aimed t$ro#g$ t$e art o" t$e
monarc$ to $is !oving peop!e&
T$e esta%!is$ment o" t$e mog$#! empire in India #s$ered in a ne area in t$e "ie!d o"
+o#rna!ism& T$e mog$#! r#!e organi)ed comm#nication ritten nespaper o" a kind(
ere in circ#!ation& A#rang)e% one o" t$e !ast and great Mog$#! emperors $ad to r#!e
and administer vast territory& T$e Mog$#! emperor $ad an e""icient system o"
in"ormation o""icers& T$ey $ad maintained a %#rea# o" inte!!igence
In every provincia! capita!& 2es riters ere appointed t$ere&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
I24USTRY 3VERVIE75
6IST3RY 38 2E7S'A'ERS5
T$e nespaper can initia!!y %e de"ined as a ritten means o" conveying c#rrent
in"ormation& In t$is sense t$e "irst organi)ed attempt to provide s#c$ a service occ#rred
in ancient Rome( $ere ne !etters conveyed $at as going on in t$e capita! to t$e
"art$er reac$ o" t$e Roman Empire& 4#ring 9#!i#s Caesar’s reign t$eir as a!so t$e
*Actadi#rna-dai!y anno#ncements o" t$e
vernment and ot$er activities t$at ereposted in t$e capita!s p#%!ic p!ace
T$e ear!iest printed nes %#!!etins appeared in c$ina( it$ a co#rt ga)ette iss#ed
d#ring t$e T’sang dynasty ;<=>?@1</CAand read primari!y %y government o""icia!s(
a!t$o#g$ sc$o!ars ere !ater added to its readers$ip& A !ater signi"icant deve!opment
a"ter cited %y $istorians as t$e iss#ing o" nes !etter %y t$e
8#gger "ami!y o" :ermany( a poer"#! c!an o" merc$ants o" %ankers in t$e =0
t$
and =<
t$
cent#ries& t$ere agents operated in near!y every part o" t$e knon or!d and sent in
reports o" %#siness o" ot$er a""airs "rom t$eir posts & T$e reports ere com%ined and
circ#!ated %y means o" t$e nes !etters to a!! t$e #nits in "ogger an organi)ation&-
2espaper $istory in India is ineBtrica%!y tang!ed it$ po!itica! $istory(C rote A& E&
C$ar!ton ;7o!se!ey DA& 9ames A#g#st#s 6icky as t$e "o#nder o" IndiaEs "irst
nespaper( t$e Ca!c#tta :enera! Advertiser a!so knon as Hicky's Bengal Gazette( in
=F>1& Soon ot$er nespapers came into eBistence in Ca!c#tta and Madras5 t$e
Calcutta Gazette( t$e Bengal Journal, t$e Oriental Magazine( t$e Madras Courier and
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
t$e Indian Gazette& 7$i!e t$e India Gazette en+oyed governmenta! patronage inc!#ding
"ree posta! circ#!ation and advertisements( Hicky's Bengal Gazette earned t$e r#!ersE
rat$ d#e to its criticism o" t$e government& In 2ovem%er =F>1 its circ#!ation as
$a!ted %y government decree& 6icky protested against t$is ar%itrary $arassment
it$o#t avai!( and as imprisoned& T$e Bengal Gazette and t$e India Gazette ere
"o!!oed %y t$e Calcutta Gazette $ic$ s#%se.#ent!y %ecame t$e governmentEs
Cmedi#m "or making its genera! ordersC ;Sank$d$er GH?DGA& The Bombay Herald ( The
tatesmen in Ca!c#tta and t$e Madras Mail and The Hindu( a!ong it$ many ot$er
riva!s in Madras represented t$e metropo!itan voice o" India and its peop!e& 7$i!e
tatesman voiced t$e Eng!is$ r#!ersE voice( The Hindu %ecame t$e %eacon o"
patriotism in t$e So#t$& The Hindu as "o#nded in Madras as a co#nter to t$e Madras
Mail& 'atriotic movements gre in proportion it$ t$e co!onia! r#t$!essness( and a
ve$ic!e o" in"ormation dissemination %ecame a too! "or "reedom str#gg!e& In t$e
str#gg!e "or "reedom( +o#rna!ists in t$e tentiet$ cent#ry per"ormed a d#a! ro!e as
pro"essiona!s and nationa!ists&
Indeed many nationa! !eaders( "rom :and$i to Va+payee( ere +o#rna!ists as e!!&
Ca!c#tta( Madras( /om%ay and 4e!$i ere "o#r main centers o" #r%an renaissance
$ic$ no#ris$ed nes in India& It as on!y d#ring and a"ter t$e seventies( especia!!y
a"ter Indira :and$iEs de"eat in =@FF( t$at regiona! !ang#age nespapers %ecame
preva!ent& T$ere ere nationa!istic ec$oes "rom t$e !ing#istic regiona! provinces&
/enga!( :#+arat( Tami!( ,ara!!a( '#n+a% and Uttar 'rades$ prod#ced dai!ies in regiona!
!ang#ages& 6indi and Urd# ere !arge!y instr#menta! in voicing t$e viepoints and
aspirations o" %ot$ 6ind#s and M#s!ims o" t$e 2ort$ern provinces&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
As comm#na!ism and re!igio#s into!erance increased %e"ore and a"ter partition( Urd#
remained primari!y t$e !ang#age o" M#s!ims( as 'akistan c$ose t$is !ang#age as its
!ing#a "ranca& A"ter partition( t$e ca#se o" Urd# and its nespapers( s#""ered a set%ack
as 6ind# reactionaries %egan to recogni)e t$e association o" Urd# it$ Is!am and
'akistan
VI9AYA2A24 'RI2TERS IIMITE4 /A:AI,3T
V#/A0ANA+ P'#NTE'S *#1#TE+
S&'&I&@( ,SSI4C I24USTRIAI ESTATE
/A:AI,3T ?0HF=1=
1>D0H?GDH=1<
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
3R:A2ISATI32 'R38IIE 5
Vi+ay ,arnataka is one o" t$e most knon and "ast moving nespapers in ,annada&
T$e e""ective management made t$is organi)ation into a %ig and s#ccess"#!
organi)ation& T$e a#dit %#rea# o" circ#!ation ;A/CA $as given t$e n#m%er one
circ#!ation o" India "or Vi+ay ,arnataka It as t$e dream o" nort$ ,arnataka to $ave a
,annada dai!y nespaper taking care o" events o" t$e state in genera! and nort$
,arnataka in partic#!ar& T$e dream %ecame $en Vi+ayanand printers and p#%!is$ers
as esta%!is$ed to %ring o#t t$e most anted ,annada 4ai!y nespaper *Vi+ay
,arnataka- an enterprise and a vent#re %y t$e renoned Vi+ayanand road !ines !imited&
Vi+ay ,arnataka is per$aps t$e "irst nespaper in t$e co#ntry and in t$e nespaper
Ind#stry to ca!! itse!" a m#!ti edition it$ =1 editions nespaper in a s$ort span o" !ess
t$an 0 years& T$e editions are present region ise %y a!most com%ining G to 0 districts
o" ,arnataka state&
3/9ECTIVES 38 T6E 3R:A2IJATI325
• To eBpand t$eir market into ot$er states&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• To moderni)e t$e organi)ation %y #sing t$e $i?tec$ mac$ines in t$e prod#ction
process
• To increase t$e prod#ctivity
• To prod#ce nespaper into di""erent !ang#ages&
• To kno t$e c#stomer attit#de toards print advertisement&
• To kno t$e services t$e c#stomers eBpect "rom t$e Vi+ay ,arnataka nes
paper&
• To kno t$e "actors in g#iding se!ection o" nespapers "or re!ease o" ad’s&
T$e =1 Vi+ay ,arnataka p#%!is$ing centers are
• /anga!ore
• :#!%arga
• Manga!ore
• :angavati
• Mysore
• 6assan
• C$itrad#rga
• 6#%!i?4$arad
• S$imoga
• /aga!kot
4ETAIIS 38 T6E C3M'A2Y5
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
2ame o" t$e company 5Vijayanand printers *td &aga%kot
Address o" company 5Vi+ayanand printers and p#%!is$ers
2o S'I @ ,SSI4C ind#stria!
Estate /aga!kot ?0>F=1=
'$one?GDH=1F(G HD=10 8aB5 GHD=1<
Year o" esta%!is$ment at /aga!kot 5 GF 2ovem%er G11=
Type o" #nit 5 'roprietors$ip
Main ra materia! 5 'aper
'rinting capacity o" mac$ine 5 G1111K$o#r
2#m%er o" circ#!ations 5 D1111?vi+ay ,arnataka
C$ie" Editor 5Vis$es$ar /$at
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
VI9AYA2A24 'RI2TERS A24 'U/IIS6ERS
T$e VRI gro#p $as diversi"ied into t$e nespaper ind#stry d#ring octo%er=@@@ Under
t$e %anner o" Vi+ayanand printers and p#%!is$ers&
3/9ECTIVES5
• To serve ,annadigas and ,arnataka in partic#!ar and t$e co#ntry in
genera!
• To provide #n%iased nes e!! in time&
• To provide s#mpt#o#s reading materia! "or t$e readers to #pdate t$eir
kno!edge and entertain t$em&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
C3RE VAIUES5
T$ey strive "or eBce!!ence in everyt$ing t$ey t$ink( say and do& T$e va!#es t$at g#ide
t$eir t$o#g$t and action are5
• Innovation and Contin#o#s !earning5 T$ey provide an environment o"
innovation and !earning t$at "osters( in eac$ one o" t$em( a desire to
eBce! and i!!ingness to eBperiment&
• Tr#t$ and integrity5 T$eir %#siness practices are g#ided %y $ig$est
et$ica! standards o" tr#t$( integrity and transparency&
• Respect "or t$e individ#a!s5 T$ey %ring o#t t$e %est in individ#a!s %y
n#rt#ring team spirit( individ#a! deve!opment and se!" esteem spirit&
• L#a!ity services5 To provide .#a!ity service and prod#ct to t$e p#%!ic&
C3M'A2Y’S VISI32 A24 MISSI32
VISI325
To %e t$e !eading nespaper admired g!o%a!!y "or its innovation and .#a!ity&
MISSI325
To %e a!ays t$e no&= nespaper t$at it is present and serve t$e '#%!ic&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
3R:A2ISATI32 C6ART5
Vi+ayanand 'rinters Itd
'resident
Resident EditorKAssociate Editor
Response Manager
Response 'romoters
4ep#ty 2es Editor
Vice 'resident 4irectors
C$ie" Editor
Assistant Editor ;GA
2e Editor
R M 4 Manager
R M 4 'romoters
C$ie" Reporter 4istrict Correspondent
'rincip!e Correspondent side sp! correspondent
C$ie" Copy Editor ;GA
;:en 4eskA
C$ie" Copy Editor
;Mo""#! 4eskA
C$ie" Copy Editor
Sports
'$otograp$er
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
/UREAU C6IE8
/UREAU C6IE8
Edition C$ie"
R M 4
department
Acco#nt
section
Response
section
'rod#ction
department
Copy Editor
Acco#nts Response in?
C$arge
R M 4
department
'rod#ction
Manager
Sta""
Response
EBec#tive
Reporters Copy editor
'rinters
Comp#tor
operator
're?press E!ectrician
6e!pers
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
3VERVIE7 38 T6E 4I88ERE2T 4E'ARTME2TS 38 V'I
/A:AI,3T5
T$ere are "o#r departments o" Vi+ay ,arnataka in /aga!kot( t$ey areM
2. Editoria! department&
3. RM4 department&
4. 'rod#ction department&
5. ResponseNAdvertisementO department&
? E4IT3RIAI 4E'ARTME2T5
T$e nes comes to editing department t$ro#g$ vario#s so#rces& Vi+ay ,arnataka $as
Appointed stringers "or eac$ Ta!#ka and $as appointed t$e agent at t$e vi!!age !eve!&
T$ese agents and stringers send t$e nes t$ro#g$5
=& Co#rier
G& Modem or internet&
D& 8aB&
T$e nes is a!so received t$ro#g$ reporters&
Sometimes nes is a!so co!!ected t$ro#g$ direct c#stomer& A"ter t$is t$e a%ove
co!!ected ro#g$ in"ormation is edited and converted in t$e precise attractive manner to
t$e readers& T$e in"ormation is t$en typed and t$e paginators prepare t$e pages #sing
4T' tec$no!ogy and send t$ese pages to prod#ction department& T$e "ront page( !ast
page ;sports pageA( editoria! page and specia! pages are received t$ro#g$ e?mai! "rom
t$e /anga!ore editoria! department& T$e resident editor gives "ina! approva! to print&
? R M 4 4E'ARTME2T
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
It is t$e most important department( $ic$ takes care o" a!! t$e activities o" circ#!ation&
T$ere are H mem%ers in t$e circ#!ation department( o#t o" t$em G mem%ers maintains
a!! t$e acco#nts o" eac$ and every agent& T$e ot$er G mem%ers contro!s t$e circ#!ation
ork
T$e tota! n#m%er o" agents is G>1& T$is n#m%er is increasing very rapid!y& At t$e time
o" appointing t$e agent deposit o" Rs&=11K?is takenKcopy& I" any o" t$e agent does not
"o!!o t$e terms and condition t$ose agents i!! %e re+ected& I" any agent ants to
increase or decrease t$eir n#m%er o" copies( t$e agent s$o#!d in"orm in t$e ritten
"orm on!y&
? 8U2CTI32S5
=& Receiving t$e printed papers "rom t$e prod#ction department&
G& 'acking and re"i!!ing t$e order&
D& 4ispatc$ing as per re.#irements&
H& S#ggestions "rom agents in distri%#tion c$anne!&
0& Appointing ne agents
<& Receiving %i!!s "rom t$e agents mont$!y t$ro#g$ 44KCas$
RES'32SI/IIITIES5
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• Increase sa!es vo!#me o" paper
• :enerates sec#rity deposits
• 4esigning t$e ro#tes
• Maintenance o" records re!ating to circ#!ation&
7it$in +#st =G1 days o" its !a#nc$ing *Vi+ay ,arnataka- $as %een a%!e to ac$ieve
tremendo#s grot$ in terms o" circ#!ation& T$e present edition ise n#m%er o" edition
ise n#m%er o" circ#!ation is P
Tota! n#m%er o" circ#!ations o" !eading papers in /aga!kot district5
Vi+ay ,arnataka Samy#kta ,arnataka 'ra+avani
D1(111 G1(111 GG(111
? 'R34UCTI32 4E'ARTME2T
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
'rod#ction department is one $ere t$e act#a! printing takes p!ace& T$e ra materia!s
#sed in prod#ction department are P
• 'aper
• Ink
• '!ates
'apers5 T$e ra paper "or t$e prod#ction o" t$e nes papers are p#rc$ased "rom
*Mysore paper mi!!s /$adravati- to si)es o" papers are p#rc$ased&
=&F1cm paper
G&D0cm paper
T$e F1cms papers are #sed "or a!! t$e pages eBcept centra! sing!e page&
T$e D0cms paper is #sed "or centra! sing!e page&
T$ere are to .#a!ities o" paper in F1 cms5
• H@ :SM PT$e paper is o" top .#a!ity( t$is paper is #sed "or "irst & !ast pages
on!y&
• H0 :SM PT$is paper is o" !esser .#a!ity& T$is is #sed "or a!! t$e pages( eBcept
"irst and !ast page&
I2,5
To print on t$e paper ink is transported "rom 6#%!i press( $ic$ is p#rc$ase "rom
*6ind#stan Inks-,o!$ap#r&
T$ere are "o#r types o" inks #sed in printing t$ey are?
• Cyan
• Va!!enta
• Ye!!o
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• /!ack
T$e nes items are rearranged %y t$e paste #p artists as per g#idance o" t$e editor(
editor rearranges t$e nes items& T$e p!ate makers make t$e "ina! p!ates "or printing
%y #sing advanced tec$no!ogy mac$ines and t$ese are sent to printing& T$e nes on
t$e p!ates are printed on t$e %!ankets $ic$ are inside t$e mac$ine& Iast!y t$e nes on
%!ankets are printed on t$e paper& T$e p!ates are p#rc$ased "rom *Tec$no!ogy&
Company- Madras T$ese are G0?D0 p!ates are re.#ired Kday&
MA2'37ER5
T$e man poer o" t$e prod#ction department is DHo#t o" DH mem%ers => are
concerned "or t$e printing department and remaining =< mem%ers are "or packing&
'rod#ction inc$arge ? =
'rinters ? G
Assistant printer ? =
'aste #p 4epartment ? H
E!ectrician ? =
6e!pers ? @
'acking ? =<
Tota! ? DH
T$e persons in t$e printing department are a!most a!! ski!!ed persons eBcept "e
$e!pers& T$ese persons are at !east ITI grad#ates and are $aving eBperience& T$e
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
packing persons are ineBperienced or #nski!!ed persons& T$e capacity o" t$e mac$ine is
G1111 copiesK$o#r and t$e mac$ines are p#rc$ased "rom ,o!$ap#r& T$e act#a! printing
starts at =='M and comp!etes at GAM& /#t t$e s#pp!ements !ike Cini Vi+aya and
Sapta$ika Vi+aya area printed at <'M
H& RES'32SE NA4VERTISI2:O 4E'ARTME2T5
Advertisement 4epartment C$art
Advertisement Manager
Sc$ed#!ing C!erk Ad& EBec#tives /i!!ing C!erk
8U2CTI32S5
=& Se!! t$e space o" t$e nespaper to advertisers and advertising agencies&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
G& In"orm t$e editions a%o#t space needed "or t$e advertise&
D& Co!!ection o" t$e payment "rom t$e advertisers and concerned parties&
H& Sending %i!! to concerned parties&
TY'ES 38 A4VERTISEME2T5
=& C!assed advertisements
G& Commercia! advertisements
D& Corporate advertisements
H& 4isp!ay advertisement
0& 8ami!y advertisement
<& 8inancia! advertisement
F& Ioca! advertisement
>& 'ena! advertisement
AC6IEVEME2T
? Vi+ay ,arnataka 6AS T3TAI REA4ERS6I' 38 F>( =G(111&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
? Vi+ay ,arnataka is t$e on!y ,annada dai!y to $ave itnessed a :rot$ over !ast
IRS ;G11H( IRA&
? In ,arnataka( t$ree o#t o" "ive ,annada 2espaper readers reads VI9AY
,AR2ATA,A&
? 0H&DFQ o" ,annada 4ai!y readers $aving M6I o" a%ove RS =1(111K? read VI9AY
,AR2ATA,A&
? VI9AY ,AR2ATA,A $as H>Q more readers t$an t$e no G ,annada 4ai!y
segment SEC A/&
MAXIMUM REA4ERS6I'
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• MAXIMUM A4VA2TA:E Y3UR /RA24
VI9AY ,AR2ATA,A F>(=G(111
'RA9AVA2I DD(F<(111
SAMYU,TA ,AR2ATA,A G0(11(111
U4AYAVA2I =>(11(111
'REVI3US REA4ERS6I'
VI9AY ,AR2ATA,A F1(=G(111
'RA9AVA2I DD(@@(111
SAMYU,TA ,AR2ATA,A G0 (DG(111
U4AYAVA2I =0(11(11
!i"ay #arnataka is the largest $eo$le read #annada daily amongst%
• Ma!e readers it$ a readers$ip o" HH(G1(111 ;covering FDQ ma!es reading any
,annada dai!yA&
• 8ema!e readers it$ a readers$ip o" =H(G@(111;covering 00Q "ema!es reading
any ,annada 4ai!yA&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
• :rad#ates K post grad#ates and a%ove segment it$ a readers$ip o" F(=0(111
and SCC %#t not grad#ate it$ a readers$ip o" DG(1G(111&
• R#ra! masses it$ a readers$ip o" DG(GH(111&
• Ur%an masses it$ a readers$ip o" GF(=G(111&
• Tons it$ pop#!ation greater t$an =0 !ak$s it$ a readers$ip o" H(=0(111&
• T$e age gro#p o" =G?=@ years it$ a readers$ip o" =0(=0(111&
• T$e age gro#p o" G1?HH years it$ a readers$ip o" GF(H0(111&
• T$e age gro#p o" H0 and a%ove it$ a readers$ip o" @(1G(111&
• 'eop!e it$ M6I greater t$an RS&0111K?it$ a readers$ip o" @(1D(111&
• 'eop!e it$ M6I !esser t$an RS&0111K? it$ a readers$ip o" 0=(01(111&
I24IA5 Times o" India :ro#p ac.#ires Vi+ayanand 'rinters
!i"ayanand &rinters $ublishes t'o #annada ne's$a$ers and an (nglish daily
Times o" India
T$#rsday( 9#ne =0( G11<
2e 4e!$i ??? T$e Times o" India :ro#p and t$e promoters o" t$e /anga!ore?%ased
Vi+ayanand 'rinters Iimited $ave signed an agreement in 2e 4e!$i on T$#rsday "or
t$e =11 per cent ac.#isition o" Vi+ayanand 'rinters Itd ;V'IA&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
V'I p#%!is$es ,annada nespapers !i"ay #arnataka $ic$ $ave ten editions& Vi+ay
,arnataka is t$e !eader in t$e ,annada nespaper segment it$ circ#!ation in eBcess
o" 0&0 !ak$ ;9#!y?4ec G110A as per A/C report&
Vineet 9ain( Managing 4irector( /ennett( Co!eman & Co Itd ;T$e Times o" India
:ro#pEs parent companyA( said5 CT$is agreement $ig$!ig$ts o#r strong emp$asis on t$e
"ast?groing regiona! media markets in India $ere readers $ave ne aspirations and
mindsets& 7e are t$#s committed to Cgoing !oca!C and "#rt$er deve!oping strong
regiona! identities so as to provide t$e %est possi%!e va!#e to o#r ne readers$ip and
advertiser %ase&C
3%+ectives
=O To #nderstand advertisers perception toards Vi+ay ,arnataka
GO To determine t$e "actors in"!#encing advertisers "or advertisement’s in Vi+ay
,arnataka as an e""ective media
DO To meas#re t$e satis"action !eve! o" advertisers toards Vi+ay ,arnataka
HO To kno t$e advantages o" V&, it$ compare to competitors&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Researc$ Met$odo!ogy5
Researc$ 5 4escriptive researc$
4ata so#rces 5 =& Secondary data
G& 'rimary data
Researc$ Approac$ 5 S#rvey met$od
Researc$ Instr#ment 5 L#estionnaire
Type o" L#estionnaire 5 Str#ct#red non?disg#ised
Type o" L#estions 5 C!ose?ended .#estions
Samp!ing '!an 5
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
=& Samp!ing Unit 5 advertisers $o pre"ers V, in /aga!kot city
G& Samp!e Si)e 5 01 respondents
D& Samp!ing proced#re 5 Simp!e random samp!ing
Contact Met$od 5 'ersona!
Mode o" co!!ecting data5 T$e respondents i!! %e c$osen random!y & re.#ested to grant
Intervies& T$e .#estions i!! t$en %e asked in a predetermined
Se.#ence& T$e secondary data i!! %e co!!ected "rom vario#s %ooks(
9o#rna!s( reports( company’s data %ase( internet etc&
4ata 'rocessing 5 =& A n#m%er o" ta%!es to %e prepared to %ring o#t t$e main
C$aracteristics o" t$e co!!ected data&
G& In"erences to %e dran "rom t$e data co!!ected&
/E2E8ITS 83R 'ERS32AI :R37T6
= T$e st#dy i!! en$ance my kno!edge a%o#t service sector %#siness&
G T$e st#dy i!! give kno!edge a%o#t $o t$e coordination & co?operation i!!
take p!ace in an origination&
D It i!! give t$e kno!edge a%o#t $o t$e money & materia! transaction i!!
take p!ace %eteen man#"act#re & c#stomer&
/E2E8ITS 83R 3R:A2ITI32
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
= T$e st#dy i!! $e!p t$e origination to kno t$e advertiser’s pre"erences
toards V,&
G To kno t$e present !eve! o" advantages o" V, it$ competitors&
D To #nderstand t$e perception o" advertisers toards V&, & t$e "actors $ic$
are in"!#encing t$em to pre"er V, "or t$eir advertisement&
H To #nderstand t$e advertisers satis"action !eve! toards nes coverage !eve! &
circ#!ation o" V,&
RESUIT & 4ISCUSSI32 7IT6 C6ARTS & :RA'6S
=A 7$ic$ nes paper do yo# #se reg#!ar!y "or yo#r advertisementR
43 86.0 86.0 86.0
4 8.0 8.0 94.0
3 6.0 6.0 100.0
50 100.0 100.0
Kannada
English
Both
Total
Valid
Frequency ercent Valid ercent ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ o#t o" 01 respondents ><Q o" responds are #sing
,annada nes paper & >Q are #sing Eng!is$ nes paper & <Q are #sing /ot$
kannada & Eng!is$ nes papers "or t$eir advertisement&
InterpretationM "rom t$e a%ove in"ormation e can say t$at ma+ority o" t$e
respondents #sing ,annada nes paper "or t$eir advertisements %eca#se kannada
nes paper circ#!ation is more in /aga!kot city & ,annada is t$e regiona! !ang#age in
/aga!kot city &
GA 4o yo# #se V&, nes paper "or yo#r advertisement&
6.0"
8.0"
86.0"
Both
English
Kannada
50 100.0 100.0 100.0 yes Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM =11Q o" respondents are #sing V&, "or t$eir advertisements&
InterpretationM a!! respondents are #sing V&, "or t$eir advertisement %eca#se V&, nes
paper /rand image is good and it is $aving good circ#!ation&
DA 7$at do yo# t$ink a%o#t V&, nes paperR
100.0"
yes
14 &8.0 &8.0 &8.0
&8 56.0 56.0 84.0
5 10.0 10.0 94.0
& 4.0 4.0 98.0
1 &.0 &.0 100.0
50 100.0 100.0
Very good
'ood
(%erage
)ot good
Very *ad
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ G>Q o" t$e respondents are said t$at V&, nes paper is
very good & 0<Q o" t$e respondents are said t$at V&, is good & =1Q o" respondents
are said t$at V&, is average & HQ are said t$at V&, is not good & GQ are said t$at V&,
is very %ad &
InterpretationM 8rom t$e a%ove in"ormation most o" t$e respondents are said t$at V&,
nes paper is t$e
od nes paper %eca#se it is $aving good %rand image and it is $aving more circ#!ation&
HA In "#t#re i!! yo# #se or s#ggest ot$ers to #se V&, "or t$eir advertisement
&.0"
4.0"
10.0"
56.0"
&8.0"
Very *ad
)ot good
(%erage
'ood
Very good
45 90.0 90.0 90.0
5 10.0 10.0 100.0
50 100.0 100.0
+es
)o
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ @1Q " t$e respondents to!d t$at in "#t#re t$ey i!!
s#ggest ot$ers to #se V&, "or t$eir advertisement& & =1Q are said t$at t$ey are not
te!!ing to any advertisers to pre"er V&, "or t$eir advertisement&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at in
"#t#re t$ey i!! s#ggest ot$ers to #se V&, "or t$eir advertisements %eca#se it is $aving
%est riting sty!e and co!or"#!!y print & V&, is t$e good advertising media&
0A 7$ic$ "actors make yo# to c$oose V&, as a media "or yo#r advertisement
10.0"
90.0"
)o
+es
&8 56.0 56.0 56.0
15 30.0 30.0 86.0
5 10.0 10.0 96.0
& 4.0 4.0 100.0
50 100.0 100.0
E,ce-ted -ri.e at
/egion a*le -rice
0ore circulation
age quality
122ers
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ 0<Q o" t$e respondents c$oose V&, %eca#se o" t$e
"actor EBcepted pri)e at region a%!e price( & D1Q o" t$e respondents c$oose V&,
%eca#se o" t$e "actor More circ#!ation( & =1Q o" t$e respondents c$oose V&, %eca#se
o" t$e "actor 'age .#a!ity & HQ t$e respondents c$oose V&, %eca#se o" t$e "actor
o""ers provided %y V&,&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are said t$at t$ey
c$oose V&, %eca#se o" t$e "actor EBpected space at reasona%!e prices i" t$e
advertisement is in eBpected space t$en its e""ectiveness i!! increases&
<A Yo# pre"er V&, "or yo#r advertisement %eca#se o" "o!!oing region&
4.0"
10.0"
30.0"
56.0"
o22ers
-age quality
0ore circulation
E,ce-ted -rise at re
8 16.0 16.0 16.0
6 1&.0 1&.0 &8.0
3 14.0 14.0 4&.0
&9 58.0 58.0 100.0
50 100.0 100.0
#olour 2ull -rint
hotogra-hy
(ni$ation
4tyle o2 5riting
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ =<Q o" t$e respondents prepare V&, %eca#se o" t$e
region co!or "#!! print o" V&,&& =GQ o" t$e respondents prepare V&, %eca#se o" t$e
region p$otograp$y o" V&, & =HQ o" t$e respondents prepare V&, %eca#se o" t$e
region Animation o" t$e V&, & 0>Q o" t$e respondents prepare V&, %eca#se o" t$e
region 7riting sty!e o" t$e V&,&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents prepare V&,
%eca#se o" t$e region 7riting sty!e o" t$e V&,& i" riting sty!e is good t$en it i!!
attracts t$e c#stomer toards o#rsNadvertisersOprod#cts&
FA 7$at do yo# t$ink a%o#t t$e advertisement price o" V&,&R
58.0"
14.0"
1&.0"
16.0"
4tyle o2 5riting
(ni$ation
hotogra-hy
#olor 2ull -rint
3 6.0 6.0 6.0
8 16.0 16.0 &&.0
39 38.0 38.0 100.0
50 100.0 100.0
#ostly
(%erage
(22orda*le
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ <Q o" t$e respondents are said t$at t$e advertisement
pri)e o" t$e V&, is cost!y & =<Q o" t$e respondents are said t$at it is average & F>Q
are said t$at it is a""orda%!e&
InterpretationM "rom t$e a%ove in"ormation Most o" t$e respondents are said t$at t$e
advertisement pri)e o" V&, is A""orda%!e&
>A Are yo# satis"ied it$ V&, as an e""ective advertising mediaR
38.0"
16.0"
6.0"
(22orda*le
(%erage
#ostly
44 88.0 88.0 88.0
6 1&.0 1&.0 100.0
50 100.0 100.0
+es
)o
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ >>Q o" t$e respondents are satis"ied it$ V&, as an
e""ective advertising media & =GQ o" t$e respondents are not satis"ied it$ V&, an
e""ective advertising media
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are satis"ied it$
t$e V&, as an e""ective advertising media %eca#se it is $aving more circ#!ation & V&,
i!! gives eBpected space at region a%!e price & it is $aving good /rand image in t$e
market&
@A 6o m#c$ yo# satis"ied it$ V&,&
1&.0"
88.0"
)o
+es
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove grap$ =GQ o" t$e respondents are 6ig$!y satis"ied & <<Q o"
t$e respondents are satis"ied & =<Q o" t$e respondents are Moderate & <Q o" t$e
respondents are 4issatis"ied toards V&,&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are satis"ied it$
V&, %eca#se it is $aving more /rand image in t$e market & it’s service is good & it’s
circ#!ation is more&
=1A Are yo# satis"ied it$ distri%#tion o" V&, nes paper to c#stomer&
6 1&.0 1&.0 1&.0
33 66.0 66.0 38.0
8 16.0 16.0 94.0
3 6.0 6.0 100.0
50 100.0 100.0
6ighly satis2ied
4atis2ied
0oderate
7issatis2ied
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
6.0"
16.0"
66.0"
1&.0"
7issatis2ied
0oderate
4atis2ied
6ighly satis2ied
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ o#t o" 01 respondents ><Q o" t$e respondents are
satis"ied it$ 4istri%#tion o" t$e V&, to c#stomer & =HQ o" t$e respondents are not
satis"ied it$ 4istri%#tion o" V&, to c#stomer&
InterpretationM 8rom t$e a%ove in"ormation most o" t$e respondents are satis"ied it$
t$e 4istri%#tion o" V&, to c#stomers /eca#se t$e e""ectiveness o" t$e advertisement is
more $en t$ey i!! provided t$eir advertisement in V&,&
==A 7$ic$ part o" nes pre"er yo# pre"er most&
43 86.0 86.0 86.0
3 14.0 14.0 100.0
50 100.0 100.0
+es
)o
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
14.0"
86.0"
)o
+es
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ o#t o" 01 respondents G<Q o" t$e respondents are
prepare po!itica! nes & =HQ respondents pre"er sports nes & D<Q o" t$e
respondents pre"er !oca! nes & GHQ o" t$e respondents pre"er advertisement o" t$e
V&, nes paper&
InterpretationM 8rom t$e a%ove in"ormation most o" t$e respondents are pre"er Ioca!
nes o" t$e V&, %eca#se t$ey are interested in !oca! nes and t$ey do t$eir %#siness
activities in t$e !oca! area&
=GA 6o do yo# rate t$e "o!!oing nes papers as an e""ective media o"
advertisement&
'rice "or yo#r
advertisement
13 &6.0 &6.0 &6.0
3 14.0 14.0 40.0
18 36.0 36.0 36.0
1& &4.0 &4.0 100.0
50 100.0 100.0
olitical ne5s
4-orts ne5s
8ocal ne5s
(d%ertise$ent
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
&4.0"
36.0"
14.0"
&6.0"
(d%ertis$ent
8ocal ne5s
4-orts ne5s
olitical ne5s
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Very good
od Average /adVery
%ad
Vi+ay ,arnataka GG =D D G =
'ra+avani =1 =D GD G G
soymkt$a
,arnataka =G =1 GG H G
,annada 'ra%a < =1 G@ H =
Ana!ysisM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s price
"or t$eir advertisement is very good compare to ot$ers /rand’s !ike 'ra+avani(
Samy#kt$a ,arnataka( ,annada pra%a&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
advertisement price is very good %eca#se it is $aving good circ#!ation & good %rand
image( In t$is time a!so t$ey i!! take region a%!e pries "or advertisement&
Very good
od Average /adVery
%ad
Vi+ay ,arnataka GD == H D 1
'ra+avan
i =D G1 =0 G 1
soymkt$a == G= =0 D 1
price of your advertisement
0
5
10
15
&0
&5
30
35
Very good 'ood (%erage Bad Very *ad
Ratings
F
r
e
q
u
e
n
c
y
Vi9ay Karnata:a ra9a%ani soy$:tha Karnata:a Kannada ra*a Kannada ra*a
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
,arnataka
,annada 'ra%a =1 =D =@ 0 D
Ana!ysisM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
EBcepted space "or t$eir advertisement is very good compare to ot$ers /rand’s !ike
'ra+avani( Soymkt$a ,arnataka( ,annada pra%a&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
EBcepted space "or advertisement is very good t$ey i!! provide eBcepted space at
region a%!e pries %eca#se o" t$is advertisement e""ectiveness i!! increases &
advertisers i!! satis"ied&
Very good
od Average /adVery
%ad
Vi+ay ,arnataka G> =D 0 H 1
'ra+avan =G G0 =G = 1
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
i
soymkt$a
,arnataka =1 G= => = 1
,annada 'ra%a > =1 G1 @ D
Ana!ysisM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
Circ#!ation is very good compare to ot$ers /rand’s !ike 'ra+avani( Soymkt$a
,arnataka( ,annada pra%a&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
Circ#!ation is very good & it i!! ric$es $#ge n#m%er o" c#stomer & it i!! $e!ps to
increase t$e advertisement e""ectiveness&
Very good
od Average /adVery
%ad
Vi+ay ,arnataka =1 GD F H 1
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
'ra+avani > G1 =@ G =
soymkt$a
,arnataka =1 =F G1 D 1
,annada 'ra%a F =0 =@ > =
Ana!ysisM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
service is good compare to ot$ers /rand’s !ike 'ra+avani( Soymkt$a ,arnataka(
,annada pra%a&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are to!d t$at V&,’s
service is good& In every moment o" %#siness t$ey i!! treat #s in a good manner &
t$eir overa!! service is good&
=DA 3vera!! $o do yo# "ee! a%o#t V&, service&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM 8rom t$e a%ove grap$ o#t o" 01 respondents <Q are to!d t$at V&, service is
eBtreme!y good & >HQ are to!d t$at it’s service is eBtreme!y good & >Q are to!d t$at
it’s service is neit$er good nor %ad & GQ are to!d t$at it’s service is %ad&
InterpretationM "rom t$e a%ove in"ormation most o" t$e respondents are "ee! t$at V&,
service is Very good it is #sing good .#a!ity paper& riting sty!e is good and it’s
4istri%#tion is good $ence advertisers "ee! V&, service is very good&
6Y'3T6ESIS TEST
3 6.0 6.0 6.0
4& 84.0 84.0 90.0
4 8.0 8.0 98.0
1 &.0 &.0 100.0
50 100.0 100.0
E,tre$ely good
Very good
)either good nor *ad
Bad
Total
Valid
Frequency ercent Valid ercent
#u$ulati%e
ercent
&.0"
8.0"
84.0"
6.0"
Bad
)ither good nor *ad
Very good
E,tre$ely good
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
In "eat#re i!! yo# #se or s#ggest ot$ers to #se V&, "or t$eir advertisement&
Tota! n#m%er o" satis"ied respondsS@1Q
61T>GQ i!! say t$ey #se or s#ggest ot$ers to #se V&, "or t$eir advertisement in
"#t#re&
6=U>GQ i!! say t$ey not #se or s#ggest ot$ers to #se V&, "or t$eir advertisement in
"#t#re&
'S&>G
'1S&@1
Standard errorS p;=?pA
n?=
&>G;=?&>GA
H@
S &10H>>D0
Jca!S '1?'
S&E
S &@1?&>G
&10H>>D0
S=&H0F<
Jta%S=&<H
Jca!UJta%( accept n#!! $ypot$esis&
A2AIYSIS5 as t$e ca!c#!ated va!#e is !ess t$an ta%!e va!#e( e accept t$e n#!!
$ypot$esis t$ere"ore 61 is accepted( 6= is re+ected so t$at more t$an >GQ o"
respondents i!! #se or s#ggest ot$ers to #se V&, "or t$eir advertisement in "#t#re&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Are yo# satis"ied it$ V&, as an e""ective advertising media&
Tota! n#m%er o" satis"ied respondsS>>Q
61T>1Q i!! say satis"ied it$ V&, as an e""ective advertising media&
6=U>1Q i!! say not satis"ied it$ V&, as an e""ective advertising media&
'S&>1
'1S&>>
At 0Q !eve! o" signi"icance ( J ta%S =&<H
Standard errorS ' ;=?'A
n?=
&>1;=?&>1A
H@
S &10F=H
Jca! S '1?'
Std Error
S &>>?>1
&10F=H
S =&H1
Jta!S=&<H
Jca! UJta! 2#!! $ypot$esis is accepted&
Conc!#sion5 As t$e Jca! va!#e is !ess t$an ta%!e va!#e e accept t$e n#!! $ypot$esis
t$ere"ore 61 is accepted( 6= is re+ected so t$at more t$an >1Q o" respondents i!!
satis"ied it$ V&, as an e""ective advertising media&
Are yo# satis"ied it$ distri%#tion o" V&, nes paper to c#stomer&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Tota! n#m%er o" satis"ied respondsS><Q
61T>1Q i!! say satis"ied
6=U>1Q i!! say not satis"ied
At 0Q !eve! o" signi"icances&
'S&>1
'1S>>
Standard errorS ';=?'A
n?=
S >1;=?&>1A
H@
S &10F=H
Jca!S'1?'
S&E
S&>>?&>1
&10F=H
S =&H111
Jca!U Jta% n#!! $ypot$esis is accepted
A2AIYSIS5 as t$e ca!c#!ated va!#e is !ess t$an ta%!e va!#e e accept t$e n#!!
$ypot$esis t$ere"ore 61 is accepted( 6= is re+ected so t$at more t$an ><Q o"
respondents i!! satis"ied it$ distri%#tion o" V&, nes paper to c#stomer&
C'OSS TA&6*AT#ON
Are yo# satis"ied it$ V&, as an e""ective advertising media&
Are yo# satis"ied it$ distri%#tion o" V&, nes paper to c#stomer&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
Ana!ysisM "rom t$e a%ove in"ormation HH respondents satis"ied it$ V&, as an e""ective
advertising media in t$at HD respondents satis"ied it$ distri%#tion o" V&, nes paper
to c#stomer&
4o yo# #se V&, nes paper "or yo#r advertisement&
In "#t#re i!! yo# #se or s#ggest ot$ers to #se V&, "or t$eir advertisement
Ana!ysisM "rom t$e a%ove in"ormation 01 respondents said t$at t$ey #se V&, nes
paper "or t$eir advertisement & in t$at H0 respondents said t$at In "#t#re t$ey i!! yo#
#se or s#ggest ot$ers to #se V&, "or t$eir advertisement&
43 1 44
6 6
43 3 50
+es
)o
(re you satis2ied 5ith
V.K as an e22ecti%e
ad%ertising $edia
Total
+es )o
(re you satis2ied 5ith
7istri*ution o2 V.K
ne5s -a-er to
custo$er
Total
45 5 50
45 5 50
+es 7o you use V.K
ne5s -a-er 2or
your ad%ertis$ent
Total
+es )o
;n 2utere 5ill use or
suggest others to use
V.K 2or their
ad%ertis$ent
Total
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
8I24I2:S
=A Ma+ority o" t$e respondents are #sing ,annada nes paper "or t$eir
advertisement&
GA Most o" t$e respondents are #sing V&, "or t$eir advertisement&
DA 0<Q o" t$e respondents t$ink t$at V&, nes paper is good & on!y GQ
respondents t$ink it is very %ad&
HA @1Q o" t$e respondents are to!d t$at in "#t#re t$ey i!! #se or s#ggest
ot$ers to #se V&, "or t$eir advertisement & on!y =1Q o" respondents
are not #se or s#ggest ot$ers to #se V&,&
0A 0<Q o" respondents said t$at eBcepted space at region a%!e price is
"actor $ic$ $e!ps t$em to c$oose V&, "or t$eir advertisement & on!y
HQ respondents are c$oose V&, %eca#se o" o""ers&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
<A 0>Q o" t$e respondents are said t$at t$ey pre"er V&, "or t$eir
advertisement %eca#se o" t$e region sty!e o" riting&
FA F>Q o" t$e respondents are said t$at advertisement price o" V&, is
a""orda%!e & on!y <Q o" respondents said t$at it is cost!y&
>A >>Q o" respondents to!d t$at t$ey are satis"ied it$ V&, as an e""ective
advertising media & on!y =GQ are said t$at it is not an e""ective
advertising media&
@A <<Q o" respondents are satis"ied it$ V&, & on!y <Q o" t$em are
dissatis"ied&
=1A ><Q o" t$e respondents are satis"ied it$ 4istri%#tion o" V&, to
c#stomers & remaining are not satis"ied&
==A D<Q o" t$e respondents pre"er !oca! nes & on!y =HQ o" respondents
pre"er sports nes&
=GA V&, nes paper $as providing good c#stomi)ed service compare to its
compotator & it is $aving competitive advantage o" good circ#!ation o"
papers&
=DA >HQ o" respondents are "ee! a%o#t V&, service is very good & on!y GQ
o" respondents "ee! its service is %ad&
SU::ESTI32S
=A V&, nes papers $as to maintain good re!ations$ip it$ eBisting c#stomers&
GA V&, $as to convert =1Q advertisers $o i!! not #se or s#ggest ot$ers to #se V&, "or
t$eir advertisement in "#t#re %y catering t$eir needs&
DA V&, nes paper s$o#!d eBtend t$eir o""ers !ike "estiva! o""er to its advertisers to
c$oose V&, as media "or t$eir advertisement & $e!ps to attract more advertisers
toards t$em&
HA V&, nes paper s$o#!d "#rt$er try to provide reasona%!e & competitive pries "or
advertisement so it $e!ps to attract remaining <Q advertisers $o are said t$at its price
is cost!y&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
0A V&, nes paper $as to %ring "e more innovative strategies to %ecome an e""ective
advertising media & attract remaining =GQ o" advertisers $o are dissatis"ied&
<A V&, nes paper $as to improve its distri%#tion o" papers to c#stomers so t$at it i!!
$e!p to increases t$e advertisement e""ectiveness o" t$e advertisers & $e!ps to catc$
remaining =HQ o" respondents&
FA V&, nes paper $as to take "e steps toards improvements o" its circ#!ation o"
papers&
>A V&, s$o#!d improve its service( $ic$ is considered as one o" t$e key "actor "or
s#ccess&
CO)C*+IO)%
In today’s competitive %#siness Environment Company i!! maintain and attain t$e
c$anging needs and ants o" advertisers( t$ey can di""erentiate a Company’s prod#cts
& service and deve!op c#stomer !oya!ty( $e!ping to s#stain pro"ita%i!ity in coming
days&
As I comp!eted my Ma+or Conc#rrent 'ro+ect in Vi+ay ,arnataka /aga!kot on topic
*Advertisers pre"erence toards V&, as an e""ective advertising media- $as given a
practica! pict#re o" overa!! "#nction o" t$e #nit&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
T$is pro+ect st#dy $as given a c!oser vie $ic$ co#!dn’t %e ac$ieved %y t$eoretica!
st#dy regarding Vi+ay ,arnataka and its met$ods in creating prod#ct & Service !oya!ty
toards advertisers & its e""ective "#nctioning&
*#1#TAT#ONS
=O T$e researc$ as cond#cted on!y "or /aga!kot addition so t$e conc!#sion made is
app!ica%!e to on!y /aga!kot addition&
GO T$e samp!e si)e as restricted to on!y advertisers $o pre"er V&, "or t$eir
advertisement&
DO T$e in"ormation contained in t$e report may s!ig$t!y vary it$ t$e act#a!( since
t$e data and in"ormation is provided approBimate and may !ack acc#racy( so it
s$o#!d %e veri"ied %e"ore imp!ementation&
HO T$e d#ration o" t$e st#dy as restrained and as #nder given condition&
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
L#estionnaire
4ear sirK madam
"orm&
2ame S
Age S
:ender S
'!ace S
NV, SVi+ay ,arnatakaO
=A 7$ic$ nes paper do yo# #se reg#!ar!y "or yo#r advertisementR
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
,annada ; A Eng!is$ ; A /ot$ ; A 3t$ers ; A
GA 4o yo# #se V&, nes paper "or yo#r advertisementR
Yes ; A 2o ; A
I" no .#it t$e intervie
DA 7$at do yo# t$ink a%o#t V&, nes paperR
Very good ; A
od ; A Average ; A 2ot good ; A Very %ad ; AHA& In "#t#re i!! yo# #se or s#ggest ot$ers to #se V&, "or t$eir advertisementR
Yes V 2o V
I" no $y(
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
0A 7$ic$ "actors make yo# to c$oose V&, as a media "or yo#r advertisementR
EBpected space at region a%!e price ; A
More circ#!ation ; A
'age .#a!ity ; A
3""ers ; A
<A Yo# prepare V&, "or yo#r advertisement %eca#se o" "o!!oing region
Co!or"#! print ; A '$otograp$y ; A
Animation ; A Sty!e o" riting ; A
FA& $at do yo# t$ink a%o#t t$e advertisement price o" V&,R
Cost!y V average V
A""orda%!e V !o V
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
>A Are yo# satis"ied it$ V&, as an e""ective advertising mediaR
Yes ; A 2o ; A
@A 6o m#c$ yo# satis"ied it$ V&,R
6ig$!y satis"ied ; A Satis"ied ; A
Moderate ; A 4issatis"ied ; A
=1A Are yo# satis"ied it$ 4istri%#tion o" V&, nes paper to c#stomersR
Yes ; A 2o ; A
==A 7$ic$ part o" nes paper yo# pre"er mostR
'o!itica! 2es ; A sports nes ; A
Ioca! 2es ; A Advertisement ; A
=GA 6o do yo# rate t$e "a!!oing nes papers as an e""ective media o"
advertisementR
Vi+ay
,arnataka
'ra+a Vani Samy#kta
,arnataka
,annada
'ra%a
'rice "or yo#r
ads
EBcepted space
Circ#!ation o"
'aper
Service
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
=SVery good
G S
od DSAverage
HS/ad
0SVery %ad
=DA 3vera!! $o do yo# "ee! a%o#t V&, serviceR
EBtreme!y good ; A
Very good ; A
2eit$er good nor %ad ; A
/ad ; A
=HA Yo#r opinion toards V&, 2es paper
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXX
T$anks
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
4ate5
'!ace5
&#&#O7'AP80
&ooks
=A Marketing Researc$? T#!! and 6akins&
GA Marketing Mgmt ? '$i!ip ,ot!ers
1aga$ines
=A 2es papers
GA /#siness or!d
9e)sites
=A &goog!e&com
GA &vi+aykarnatakepaper&com
Advertisers preferences towards Vijay Karnataka as an effective advertising
media.
doc_139533987.doc