Description
This Study Report on Role of Advertising in Promoting The Sales of Mobile Network Service Providers
IÞTRODLCTIOÞ cllccrivcncss ol rlc advcrriscmcnr musr carry rlc imagc ol
Advcrrising lrouglr rlc arrcnrion ol rlc porcnrial rlc producr or scrvicc in rlc pcoplcs mind and providcs
cusromcrs rowards rlc lusincss playcrs. 1lc advcrrising clucs ro rlc pcoplc ro undcrsrand and lcad rlcmro luy rlc
lrings rlc rargcr cusromcrs ly convcying ro rlc riglr producr or scrvicc. !r incrcascs rlc inrcracrion lcrwccn
pcrson. ¡ong lccn rlc advcrrising is uscd ro morivarc rlc consumcr and markcrcr. 1lc consumcr can lind rlc way ro
cusromcr ro prclcr rlc lrand lor consuming. 1lc collccr rlc inlormarion rlrougl commcrcial wclsircs and
companics can'r acr indcpcndcnrly lor long rimc wirlour rlcy providc usclul inlormarion ro rlc markcrcr so rlc
arrracrivc advcrrising. 1lc goals ol rlc companics vcry markcrcr can casily scgmcnr rlc consumcr according ro
mucl dcpcnd on rlc advcrrising. 1lc advcrrising clangcs rlcir nccds andwanrs ropromorc rlc salcs.
rlc consumcr lclaviour and assisrs rlc companics ro Crcariviry in advcrrising Crcariviry is rlc viral
promorc rlc salcs. 1lc ncw rcclnologics likc inrcrncr componcnr ol advcrrising. !n rlc advcrrising crcariviry is
advcrrising, molilc plonc and cmail advcrrising is rlc gold minc. Crcariviry mcans slowing imaginarion. 1lc
prclcrrcd ropromorc rlc salcs. sound, music and picrurcs arc rlc noriccallc csscnrials ol
!isrory ol !ndian advcrrising 1lc lirsr lcginning ol advcrrising. !r can dcvclop rruc valuc lor rlc producrs and
!ndian advcrrising srarrcd ly villagc drummcr ly slouring makc rlc lusincss ro sray on rlc rop and ro cxpand. !n rlc
and rlc !awkcrs riglr lrom rlc days. 1lc !ndian world widc Crcariviry advcrrising is rlc dynamic cnginc
advcrrising advcrriscd lirsr rimc ly !ickcys Bcngal ro communicarc inlormarion lormally and clcarly ro
Gazcrrc ly prinr. !r is rlc lirsr wcckly ncwspapcr in !ndia. makc rlc vicwcrs acr posirivcly. 1lc advcrriscr lccls rlc
!n 1785 Bcngal journal prinrcd rlc govcrnmcnr rradirional mcrlod ol advcrrising is usclcss in rlc prcscnr
advcrriscmcnr lrccly. 1lc advcrriscmcnrs arc prinrcd in rlc sccnario so rlcy madc crcarivc solurions ro comc up wirl
lirsr pagc ol rlc journals. !n nincrccnrl ccnrury rlc ncw innovarivc idcas in crcaring advcrriscmcnr. 1lc
lusincss is dcvclopcd wirl lclp ol powcrlul advcrriscmcnr crcariviry in advcrrising dcpcnd upon rlc spccial inrcrcsr ol
and morc discounrs and scrviccs arc ollcrcd. 1lc Spccial rlc cusromcr and rlc qualiry ol rlc mcssagc, imaginarion
column lor advcrrising in rlc ncws papcr and orlcr crc. 1lc clangcs in rlc advcrrising srrarcgy musr grasp rlc
pcriodicals dcvclopcd rlc markcr lor rlc ncwproducrs and arrcnrion ol rlc cusromcrs and makc rlc cusromcrs ro
scrviccs. rcspond.
Fcvicw ol lircrarurc Folc ol advcrriscmcnr in
ADVERTISEMEÞT EFFECTIVEÞESS promoring rlc salcs across rlc world crcarcd rlc arrcnrion
1lc aliliry ol rlc advcrriscmcnr is ro caprurc rlc arrcnrion ol rcscarclcrs. 1lc srrong plarlormis providcd ly prcvious
ol rlc pcoplc rowards rlc producr or scrvicc. 1lc lircrarurc. Slariq Alaq (2010) !n lis srudy lc cxplains rlar
IÞTERÞATIOÞAL JOLRÞAL OF MARKETIÞG,
FIÞAÞCIAL SERVICES & MAÞAGEMEÞT RESEARCH
\ol.1 No. 5, May, !SSN 2277 S622
Onlinc Availablc at indianrcscarchjournals.com
A STLDY OÞ ROLE OF ADVERTISIÞG IÞ PROMOTIÞG THE SALES
OF MOBILE ÞETWORK SERVICE PROVIDERS WITH SPECIAL
REFEREÞCE TO COIMBATORE CITY
MR.P.VIJAY´, DR.R. SAKTHIVEL´´
`Bcscerch Sch»/er, Kerpe¡em Univcrsity, C»im|et»rc- 1emi/ne4u, ln4ie
``Assist Pr»jcss»r- Busincss Mene¡cmcnt, G»vcrnmcnt Arts C»//c¡c, C»im|et»rc-1emi/ne4u, ln4ie
Abstract
!n rlc pasr dccadcs running a lusincss is an casicsr way lccausc rlc compcririon lcvcl was vcry low. Alrcr rlc
implcmcnrarion ol ¡PG mosr ol rlc lorcign playcrs cnrcrcd inro rlc !ndian markcr lor promoring rlcir lusincss. 1lc
cnrry ol lorcign playcrs crcarcd an lcalrly compcririon lcrwccn dillcrcnr lusincss playcrs so rlar rlc lusincss playcrs in
ordcr ro promorc rlc salcs rlcy dcpcnd upon rlc advcrrising. 1lc lusincss playcrs knowrlar rlc advcrrising plays a viral
rolc in promoring rlc salcs. 1lc aurlor madc an arrcmpr ro lring rlc rolc ol advcrrising and rlc various rrcnds in
advcrrising rlrougl rlc arriclc inordcr ropromorc rlc salcs.
Airrcl adoprcd SWÒ1 analysis, porrcrs livc lorcc, BCG
Lnivcrsc marrix ro analyzc rlc advcrrising srrarcgics ro placc a
\nivcrsc rclcrs ro rlc roraliry ol rlc ircms ol unirs in any srrong posirion in compcririvc markcr in rlc rclccom
licld ol inquiry. !n rlc prcscnr srudy univcrsc is linirc. 1lc indusrry. By providing lrcc S!M (Sulscrilcr !dcnrilicarion
samplcs arc sclccrcd lrom rlc popularion ol Coimlarorc Modulc) wirl purclasc ol cvcry Nokia molilc a lcading
ciry. landscr manulacrurcr in !ndia. A good imaginarion is
crcarcd in rlc mind scr ol cvcry ncrwork uscrs ly using rlc
SOLRCE OF DATACOLLECTIOÞ crcarivc advcrrising rrcnds. 1lc lamiliar acror slalrukl and
Primary Data a lcading masrcr llasrcr sclain rcndulkar donarcd rlcir
1lc primary dara is collccrcd ly using rlc srrucrurcd conrrilurion rlrougl advcrriscmcnr as lrand amlassador
qucsrionnairc rlrougl pcrsonal inrcrvicw. and rlc runc ol Fclman supporrcd rlc Airrcl advcrriscmcnr
ro promorc rlc salcs ly inspiring rlc uscrs ol Nokia and
Sccondary Data various molilc uscrs. A srudy undcrrakcn ly Iamcl
Sccondary dara is collccrcd ly rclcrring rclarcd looks, {cdidi, cr al (1999) lc olscrvcd rlar rlc prolirs lor long
journals, magazincs, andwclsirc ol rlc company. rcrm lavc ncgarivc impacr on promorion so rlc lrand
proliraliliry lavc mixcd cllccr across rlc lrands ly
Samplc sizc incrcasing advcrrising and pricc dccrcasc in rlc lrand. S. {.
Ðalarwal, cr al (2006) cxprcss advcrrising is rlc mass mcdia 1lc samplc sizc ol rlc srudy is 200 rcspondcnrs Samplc
inllucncc rlc consumcrs dirccrly, salcs promorion inllucncc dcsign 1lc rcscarclcr uscd rlc Non-prolaliliry
rlc disrrilurion clanncl dirccrly lorl ol rlcmpromorc rlc Convcnicnr sampling mcrlod ro collccr rlc rclarcd primary
salcs ol rlc producr. 1lc pcoplc ignorc rlc advcrriscmcnr or dara
cscapc rlc arrcnrion so ir is suggcsrcd rlar rlc pcrsonal
sclling is rlc lcsr way ol promoring rlc salcs ol TOOLSFORAÞALYSISAÞDIÞTERPRETATIOÞ
plarmaccurical. 1lc advcrriscmcnr ol plarmaccurical 1lc dara wcrc analyzcd wirl lclp ol sarislicd srarisrical rools
producrs is nor an casicsr onc lccausc ir consisrs ol many likc Pcrccnragc analysis, cli squarc analysis
crircria ro lc lullillcd so rlc using pcrsonal sclling is grcarcr 1allc 1 slows rlc rcspondcnrs arc classilicd lascd on
rlanadvcrrising. dcmograplic slapc lccausc ir lclps rlc scrvicc providcr ro
gcr clcar and widc inlormarion alour rlc cusromcrs
Objcctivc of thc study sarislacrion lcvcl. 1lc agc is considcrcd lor rlc usagc ol rlc
Primary objcctivc molilc. 28.5% ol rlc rcspondcnrs lrom rlc agc carcgory
(S5-+5), 25 % ol rlc rcspondcnrs lrom rlc agc carcgory 1. 1o undcrsrand rlc rolc ol advcrrising in promoring
(S1-S5), 2+ % ol rlc rcspondcnrs lrom<20, Fcmaining rlc salcs ol molilc ncrwork
22.5% ol rlc rcspondcnrs lromrlc agc carcgory alovc +5,
Sccondary objcctivc rlc gcndcr rcsponsc is 67.5% ol rlc rcspondcnrs lrommalc
and 22.5 % ol rlc rcspondcnrs arc lcmalc. 1lc occuparion 2. 1osrudy rlc sourcc ol molilc ncrwork awarcncss
ollcr incomc ro purclasc molilc scrvicc providcr.SS.5% ol S. 1o know rlc rcspondcnrs opinion alour rcccnr
rlc rcspondcnrs running rlcir own lusincss, 2+.5 % ol rlc advcrrising rrcnds
rcspondcnrs working in privarc companics, 18 % ol rlc +. 1o srudy rlc lacrors considcrcd ly rlc rcspondcnrs in
rcspondcnrs working in govcrnmcnr, 17.5% ol rlc advcrriscmcnr 5. 1o srudy rlc rcspondcnrs cxpccrarion
rcspondcnrs arc sclolars, 6.5% ol rlc rcspondcnrs arc lullillmcnr ly advcrrising
rcrircd pcrsons. !n rlc usagc ol molilc ncrwork S7.5% ol
RESEARCH METHODOLOGY: rlc rcspondcnrs arc using \odalonc,22.5 % ol rlc
rcspondcnrs arc using Airrcl,16 % ol rlc rcspondcnrs arc Fcscarcl is a word rclcrs ro scck lor inlormarion and ir is
using !dca,11.5% ol rlcm using 1ara, 6.5% ol rlc dcscrilcd as scicnrilic rcscarcl rclcvanr ro dclinirc jol. 1lc
rcspondcnrs using BSN¡, 6% ol rlc rcspondcnrs using purposc ol rlc srudy is ro analyzc rlc rolc ol advcrrising in
orlcrs. promoring rlc salcs ol molilc ncrwork scrvicc.
MR.P.VIJAY, DR.R. SAKTHIVEL
Tablc 1- Dcmographic data
1allc 2 slows rlc awarcncss and rolc ol advcrriscmcnr. awarcncss rlrougl rclarivcs, 10% ol rlc rcspondcnrs gor
62.5% ol rlc rcspondcnrs gor awarcncss rlrougl awarcncss rlrougl orlcrs. 1lc mcdia plays a viral rolc in
advcrriscmcnr, 15% ol rlc rcspondcnrs gor awarcncss crcaring awarcncss. 60% ol rlc rcspondcnrs gor awarcncss
rlrougl lricnds circlc, 12.5% ol rlc rcspondcnrs gor rlrougl Broad casr mcdia, 28% ol rlc rcspondcnrs gor
Tablc 2 -Awarcncss and rolc of advcrtiscmcnt
A STLDY OÞ ROLE OF ADVERTISIÞG IÞ PROMOTIÞG THE SALES OF MOBILE ÞETWORK
SERVICE PROVIDERS WITH SPECIAL REFEREÞCE TO COIMBATORE CITY
Tablc - 3 awarcncss rlrougl prinr mcdia, 12% ol rlc rcspondcnrs
!0. 1lcrc is no signilicanr rclarionslip lcrwccn rlrougl orlcrs. !n promoring rlc salcs rlrougl advcrrising
occuparion and sarislacrion lcvcl ol advcrriscmcnr rowards +7.5% ol rlc rcspondcnrs says advcrriscmcnr promorcs rlc
various lrands ol molilc ncrwork. scrvicc, S7.5 % ol rlc rcspondcnrs says, advcrriscmcnr
arrracr rlc consumcr, 15% ol rlc rcspondcnrs says
advcrriscmcnr promoring rlc company
Tablc 4 !cncc rlcrc is no signilicanr dillcrcncc lcrwccn occuparion
!0. 1lcrc is no signilicanr rclarionslip lcrwccn gcndcr and sarislacrion lcvcl wirl rcgards ro various lrands ol
and sarislacrion lcvcl ol advcrriscmcnr rowards various molilc ncrwork advcrriscmcnr.
lrands ol molilc ncrwork.
!cncc rlcrc is no signilicanr dillcrcncc lcrwccn gcndcr and ncrwork advcrriscmcnr
sarislacrion lcvcl wirl rcgards ro various lrands ol molilc
MR.P.VIJAY, DR.R. SAKTHIVEL
Cli squarc valuc. 8.856S, Ðcgrcc ol lrccdom. 12, signilicancc lcvcl. 5%, rallc \aluc. 21.026
Cli squarc valuc. 2.6228, Ðcgrcc ol lrccdom. S, signilicancc lcvcl. 5%, rallc \aluc. 7.115
Tablc 5 Opinion about advcrtising trcnds and satisfaction lcvcl Particulars
1lc rallc 5 slows 5S.5% ol rlc rcspondcnrs lccls rlc 18.28% ol rlc rcspondcnrs says advcrriscmcnr is
advcrrising rrcnd is crlical, +6.5% ol rlc rcspondcnrs lccls rlrcarcning. Sarislacrion is rlc main aclicvcmcnr ol molilc
rlc advcrriscmcnr rrcnd is uncrlical, S1.18% ol rlc ncrwork advcrrising. S5% ol rlc rcspondcnrs arc sarislicd,
rcspondcnrs says rlc advcrriscmcnr is unlclicvallc, 28% ol rlc rcspondcnrs arc dissarislicd, 28% ol rlc
25.81% ol rlc rcspondcnrs says orlcr rcason, 2+.7S % ol rcspondcnrs arc liglly sarislicd and rcmaining 12% ol rlc
rlc rcspondcnrs says rlc advcrriscmcnr is irriraring, rcspondcnrs arc liglly dissarislicd
Tablc ó Factors cxpcctcd and cxpcctation fulfillmcnt
A STLDY OÞ ROLE OF ADVERTISIÞG IÞ PROMOTIÞG THE SALES OF MOBILE ÞETWORK
SERVICE PROVIDERS WITH SPECIAL REFEREÞCE TO COIMBATORE CITY
1lc rallc 6 slows lacrors cxpccrcd and cxpccrarion molilc ncrwork scrvicc providcr can arrracr all rlc agc
lullillmcnr in advcrriscmcnr. +2.5% ol rlc rcspondcnrs group pcoplc.
cxpccr dclining alour ncrwork scrvicc, S2.5% ol rlc º Majoriry ol rlc malcs arc arrracrcd rlan lcmalcs ly rlc
rcspondcnrs cxpccr crcariviry, 25% ol rlc rcspondcnrs advcrrising. !n ordcr ro promorc rlc salcs lcrwccn rlc
cxpccr arrracrion, and +S% ol rlc rcspondcnr says lcmalcs rlc company musr crcarc arrracrivc
advcrriscmcnr lullilling rlc cxpccrarion, 26% ol rlc advcrriscmcnr ly knowing rlc mind scr ol lcmalcs.
rcspondcnr says advcrriscmcnr lullilling morc rlan º Majoriry ol rlc rcspondcnrs arc lusincss playcrs ly
cxpccrcd, 18% ol rlc rcspondcnr says lullillmcnr is poor advcrrising rlc various ollcrs availallc ro lusincss
rlan cxpccrcd, 1S% ol rlc rcspondcnr says advcrriscmcnr playcrs rlc molilc ncrwork scrvicc providcr can makc
lullillmcnr is up rorlc lcvcl. rlcmrourilizc morc ncrwork connccrion.
º 1lc crcarivc advcrriscmcnr promorcd rlc salcs ol
FIÞDIÞGS \odalonc ro lc a lcading lusincss playcr. !r musr
º 1lc rcspondcnrs arc classilicd lascd on dcmograplic mainrain rlc ncccssary crcariviry in advcrrising ro
rcrain rlc cxisring cusromcr mcan rimc rlc ncccssary
slapc lccausc ir lclps rlc Molilc ncrwork scrvicc
srcps ro promorc rlc salcs rlrougl innovarivc
providcr ro gcr clcar and widc inlormarion alour rlc
advcrrising is nccdcd and orlcr molilc ncrwork scrvicc
cusromcrs. 28.5% ol rlc rcspondcnrs lrom rlc agc
providcrs musr dcvclop rlcir salcs rlrougl arrracrivc
carcgory (S5-+5), 67.5% ol rlcm arc malc, SS.5% ol
advcrrising.
rlcm scll cmploycd ly running rlcir own lusincss,
º 1lc advcrriscmcnr is rlc main sourcc ro promorc rlc
S7.5% ol rlc rcspondcnrs using rlc \odalonc ncrwork
salcs ly crcaring rlc awarcncss alour rlc molilc
º 62.5% ol rlc rcspondcnrs gor rlc awarcncss ol rlc
ncrwork scrvicc so rlc advcrriscr musr rakc an cllorr ro
molilc ncrwork scrvicc rlrougl advcrriscmcnr. 1lc
incrcasc rlc usagc ol rlc advcrriscmcnr
mcdia play a viral rolc in crcaring awarcncss. 60% ol rlc
º 1lc lroad casring mcdia is prclcrrcd ly mosr ol rlc
rcspondcnrs prclcrrcd rlc lroadcasr mcdia, +7.5% ol
rcspondcnrs wlcn comparing wirl orlcr mcdia. 1lc
rlc rcspondcnrs say rlc advcrriscmcnr promorcs rlc
advcrriscr musr covcr all rlc clanncls in lroad casr
salcs ol rlc molilc ncrwork, 62.5% ol rlc rcspondcnrs
mcdia ro promorc rlc salcs and mcan rimc rlc prinr
uscs rwo - rlrcc molilc ncrwork connccrion alrcr
mcdia is also givcn prclcrcncc ly rlc advcrriscr lccausc
advcrrising. mosr ol rlcmgor rlc lalir ol rcading.
º 1lc cli squarc rcsulr slows rlcrc is no signilicanr º 1lc advcrriscmcnr plays a rolc in promoring rlc molilc
ncrwork scrvicc, promoring rlc company and dillcrcncc lcrwccn occuparion and sarislacrion lcvcl,
arrracring rlc cusromcr, ly considcring rlar rlc
gcndcr and sarislacrion lcvcl wirl rcgards ro various
advcrriscr musr producc rlc advcrriscmcnr covcring all
lrands ol molilc ncrwork advcrriscmcnr.
rlc aspccrs ro promorc rlc salcs in a singlc
º 5S.5% ol rlc rcspondcnr opinions rlc advcrriscmcnr is
advcrriscmcnr.
crlical and lcwrcspondcnr opinions rlc advcrriscmcnr
º 1lc advcrriscmcnr morivarcs rlc rcspondcnrs ro usc
is uncrlical lccausc S1.18% ol rlc rcspondcnrs say rlc
morc ncrwork connccrion. Qualiry mainrcnancc ly
advcrriscmcnr is unlclicvallc and S5% ol rlc
rlc advcrriscr in rlcir advcrriscmcnr incrcascs rlc no ol
rcspondcnrs say rlcy arc sarislicd wirl rlc molilc
molilc ncrwork usagc alrcr advcrrising.
ncrwork advcrriscmcnr.
º ¡cw rcspondcnrs arc opinioncd rlc advcrriscmcnr is
º +2.5% ol rlc rcspondcnrs cxpccr low rlc
uncrlical lccausc rlcy lclr rlc advcrriscmcnr is
advcrriscmcnr dclining alour rlc ncrwork scrvicc,
unlclicvallc, irriraring and rlrcarcning onc so rlc
+S% ol rlc rcspondcnrs lclr rlc advcrriscmcnr lullilling
advcrriscr musr considcr rlcm and makc ncccssary
rlc cxpccrarion.
clangcs in rlc advcrriscmcnr ro crcarc rlc opinion as
crlical advcrriscmcnr.
SLGGESTIOÞS
º 1lc majoriry ol rlc rcspondcnrs considcring lowrlc
º By making ncccssary clangcs in rlc advcrrising rlc
advcrriscmcnr cxplaining alour rlc scrvicc ol rlc
MR.P.VIJAY, DR.R. SAKTHIVEL
ncrwork so rlc advcrriscr musr conccnrrarc morc in
cxplaining rlc scrvicc mcan rimc lcw rcspondcnrs arc
cxpccring crcariviry, arrracrion and orlcr lacrors in
advcrrising rlar lacrors also lc considcrcd ly rlc
advcrriscrs wlilc advcrrising.
º 1lc advcrriscmcnr sarislics rlc majoriry ol rlc
rcspondcnrs so rlc advcrriscr musr rcrain rlc sarislicd
rcspondcnrs ly mainraining a good advcrriscmcnr
conrinuously and ly conccnrraring on rlc liglly
dissarislicd rcspondcnrs rlcy canrurnrlcmas sarislicd.
º Clcar and good communicarion in advcrrising assisr
rlc ncrwork scrvicc providcr ro mainrain rlc
sarislacrion lcvcl wirl rlc pcoplc lor long pcriod mcan
rimc ncccssary clangcs in lrcqucnr days musr lc donc
ly rlc advcrriscr in rlc advcrrising ly using innovarivc
mcrlods.
COÞCLLSIOÞ:
1lc rolc ol advcrrising in promoring salcs is vcry csscnrial
lor rlc cnrirc lusincss playcrs ro gcncrarc prolir. 1lc
Advcrrising lringing rlc arrcnrion ol rlc porcnrial
cusromcrs roward rlc lusincss playcrs. 1lc advcrrising
lrings rlc rargcr cusromcrs ly convcying ro rlc riglr
pcrson. Mcasuring advcrriscmcnr cllccrivcncss lrings rlc
crcariviry, qualiry in advcrrising and rcduccs rlc work
lurdcn ol salcs pcrson. 1lc advcrriscmcnr musr lc an
crlical in rlc scnsc ol rcspccring rlc govcrnmcnr rulcs and
rcgularion ly loncsry and lairncss in rlc lusincss arcna lur
now rlc advcrriscmcnrs arc violaring rlc govcrnmcnr rulcs
and uncrlical advcrriscmcnr arc morc inrcrcsrcd ly
companics ro arrracr and promorc rlc salcs ly rlc rimc
uncrlical advcrriscmcnr dcsrroying rlc culrurc. 1lc
govcrnmcnr ly lraming rlc srricr policy againsr advcrrising
can casily conrrol uncrlical advcrrising. By implcmcnring
crlical advcrrising rlc companics can skip rlc uncrlical
advcrrising cvcn rlc prolir margin is low. 1lc crlical
advcrrising guidcs rlc lururc gcncrarion in rlc riglr way and
inrlc riglr dirccrionrocloosc rlc riglr producr or scrvicc.
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+0, issuc 1, pp +S- 56
(7) Iamcl {cdidi, Carl ¡. Mcla and Sunil Gupra (1999)
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(8) Paul A. Pavlou, Ðavid W. Srcwarr (2000) " Mcasuring
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(9) Punccr Manclanda, {can-Picrrc !. Ðulc , Ilim Yong
Gol,Pradccp I. Clinragunra (200S)"Banncr
Advcrrising as a Cusromcr Fcrcnrion 1ool in Cusromcr
Fclarionslip Managcmcnr," Social scicncc rcscarcl
ncrwork.
(10)Simpson rlaclcr (2007) " Arrracrivc advcrrising suirs
lcld judicially unappcaling", Waslingron lcgal
loundarions counscl advisory, scp 7, 2007, pp 1-2
(11)Slariq Alaq, (2010) "Advcrrising Srrarcgy ol A!F1¡¡
Ccllular Scrvicc and irs ¡llccr on Molilc \scrs", Posrcd
ly Skylinc Busincss Sclool } Augusr 05, 2010 } in
Ðisscrrarion.
(12)Folcrr ¡.smirl, Scorr B.Mackcnzic, Xiaojing yang,
¡aura M.Bucllolz, modcling rlc dcrcrminanrs and
cllccr ol crcariviry in advcrrising, markcring scicncc, vol
-26, No-6, Nov- Ðcc 2007, pp 819- 9SS.
(1S) Xin Wang and Alan ¡. Monrgomcry (200S) "1lc
¡llccrs ol Advcrrising on Cusromcr Fcrcnrion and rlc
Proliraliliry ol Aucrions", Narional Scicncc ¡oundarion
undcr Granr No. 0118767, pp 1- 2+.
A STLDY OÞ ROLE OF ADVERTISIÞG IÞ PROMOTIÞG THE SALES OF MOBILE ÞETWORK
SERVICE PROVIDERS WITH SPECIAL REFEREÞCE TO COIMBATORE CITY
doc_767530396.pdf
This Study Report on Role of Advertising in Promoting The Sales of Mobile Network Service Providers
IÞTRODLCTIOÞ cllccrivcncss ol rlc advcrriscmcnr musr carry rlc imagc ol
Advcrrising lrouglr rlc arrcnrion ol rlc porcnrial rlc producr or scrvicc in rlc pcoplcs mind and providcs
cusromcrs rowards rlc lusincss playcrs. 1lc advcrrising clucs ro rlc pcoplc ro undcrsrand and lcad rlcmro luy rlc
lrings rlc rargcr cusromcrs ly convcying ro rlc riglr producr or scrvicc. !r incrcascs rlc inrcracrion lcrwccn
pcrson. ¡ong lccn rlc advcrrising is uscd ro morivarc rlc consumcr and markcrcr. 1lc consumcr can lind rlc way ro
cusromcr ro prclcr rlc lrand lor consuming. 1lc collccr rlc inlormarion rlrougl commcrcial wclsircs and
companics can'r acr indcpcndcnrly lor long rimc wirlour rlcy providc usclul inlormarion ro rlc markcrcr so rlc
arrracrivc advcrrising. 1lc goals ol rlc companics vcry markcrcr can casily scgmcnr rlc consumcr according ro
mucl dcpcnd on rlc advcrrising. 1lc advcrrising clangcs rlcir nccds andwanrs ropromorc rlc salcs.
rlc consumcr lclaviour and assisrs rlc companics ro Crcariviry in advcrrising Crcariviry is rlc viral
promorc rlc salcs. 1lc ncw rcclnologics likc inrcrncr componcnr ol advcrrising. !n rlc advcrrising crcariviry is
advcrrising, molilc plonc and cmail advcrrising is rlc gold minc. Crcariviry mcans slowing imaginarion. 1lc
prclcrrcd ropromorc rlc salcs. sound, music and picrurcs arc rlc noriccallc csscnrials ol
!isrory ol !ndian advcrrising 1lc lirsr lcginning ol advcrrising. !r can dcvclop rruc valuc lor rlc producrs and
!ndian advcrrising srarrcd ly villagc drummcr ly slouring makc rlc lusincss ro sray on rlc rop and ro cxpand. !n rlc
and rlc !awkcrs riglr lrom rlc days. 1lc !ndian world widc Crcariviry advcrrising is rlc dynamic cnginc
advcrrising advcrriscd lirsr rimc ly !ickcys Bcngal ro communicarc inlormarion lormally and clcarly ro
Gazcrrc ly prinr. !r is rlc lirsr wcckly ncwspapcr in !ndia. makc rlc vicwcrs acr posirivcly. 1lc advcrriscr lccls rlc
!n 1785 Bcngal journal prinrcd rlc govcrnmcnr rradirional mcrlod ol advcrrising is usclcss in rlc prcscnr
advcrriscmcnr lrccly. 1lc advcrriscmcnrs arc prinrcd in rlc sccnario so rlcy madc crcarivc solurions ro comc up wirl
lirsr pagc ol rlc journals. !n nincrccnrl ccnrury rlc ncw innovarivc idcas in crcaring advcrriscmcnr. 1lc
lusincss is dcvclopcd wirl lclp ol powcrlul advcrriscmcnr crcariviry in advcrrising dcpcnd upon rlc spccial inrcrcsr ol
and morc discounrs and scrviccs arc ollcrcd. 1lc Spccial rlc cusromcr and rlc qualiry ol rlc mcssagc, imaginarion
column lor advcrrising in rlc ncws papcr and orlcr crc. 1lc clangcs in rlc advcrrising srrarcgy musr grasp rlc
pcriodicals dcvclopcd rlc markcr lor rlc ncwproducrs and arrcnrion ol rlc cusromcrs and makc rlc cusromcrs ro
scrviccs. rcspond.
Fcvicw ol lircrarurc Folc ol advcrriscmcnr in
ADVERTISEMEÞT EFFECTIVEÞESS promoring rlc salcs across rlc world crcarcd rlc arrcnrion
1lc aliliry ol rlc advcrriscmcnr is ro caprurc rlc arrcnrion ol rcscarclcrs. 1lc srrong plarlormis providcd ly prcvious
ol rlc pcoplc rowards rlc producr or scrvicc. 1lc lircrarurc. Slariq Alaq (2010) !n lis srudy lc cxplains rlar
IÞTERÞATIOÞAL JOLRÞAL OF MARKETIÞG,
FIÞAÞCIAL SERVICES & MAÞAGEMEÞT RESEARCH
\ol.1 No. 5, May, !SSN 2277 S622
Onlinc Availablc at indianrcscarchjournals.com
A STLDY OÞ ROLE OF ADVERTISIÞG IÞ PROMOTIÞG THE SALES
OF MOBILE ÞETWORK SERVICE PROVIDERS WITH SPECIAL
REFEREÞCE TO COIMBATORE CITY
MR.P.VIJAY´, DR.R. SAKTHIVEL´´
`Bcscerch Sch»/er, Kerpe¡em Univcrsity, C»im|et»rc- 1emi/ne4u, ln4ie
``Assist Pr»jcss»r- Busincss Mene¡cmcnt, G»vcrnmcnt Arts C»//c¡c, C»im|et»rc-1emi/ne4u, ln4ie
Abstract
!n rlc pasr dccadcs running a lusincss is an casicsr way lccausc rlc compcririon lcvcl was vcry low. Alrcr rlc
implcmcnrarion ol ¡PG mosr ol rlc lorcign playcrs cnrcrcd inro rlc !ndian markcr lor promoring rlcir lusincss. 1lc
cnrry ol lorcign playcrs crcarcd an lcalrly compcririon lcrwccn dillcrcnr lusincss playcrs so rlar rlc lusincss playcrs in
ordcr ro promorc rlc salcs rlcy dcpcnd upon rlc advcrrising. 1lc lusincss playcrs knowrlar rlc advcrrising plays a viral
rolc in promoring rlc salcs. 1lc aurlor madc an arrcmpr ro lring rlc rolc ol advcrrising and rlc various rrcnds in
advcrrising rlrougl rlc arriclc inordcr ropromorc rlc salcs.
Airrcl adoprcd SWÒ1 analysis, porrcrs livc lorcc, BCG
Lnivcrsc marrix ro analyzc rlc advcrrising srrarcgics ro placc a
\nivcrsc rclcrs ro rlc roraliry ol rlc ircms ol unirs in any srrong posirion in compcririvc markcr in rlc rclccom
licld ol inquiry. !n rlc prcscnr srudy univcrsc is linirc. 1lc indusrry. By providing lrcc S!M (Sulscrilcr !dcnrilicarion
samplcs arc sclccrcd lrom rlc popularion ol Coimlarorc Modulc) wirl purclasc ol cvcry Nokia molilc a lcading
ciry. landscr manulacrurcr in !ndia. A good imaginarion is
crcarcd in rlc mind scr ol cvcry ncrwork uscrs ly using rlc
SOLRCE OF DATACOLLECTIOÞ crcarivc advcrrising rrcnds. 1lc lamiliar acror slalrukl and
Primary Data a lcading masrcr llasrcr sclain rcndulkar donarcd rlcir
1lc primary dara is collccrcd ly using rlc srrucrurcd conrrilurion rlrougl advcrriscmcnr as lrand amlassador
qucsrionnairc rlrougl pcrsonal inrcrvicw. and rlc runc ol Fclman supporrcd rlc Airrcl advcrriscmcnr
ro promorc rlc salcs ly inspiring rlc uscrs ol Nokia and
Sccondary Data various molilc uscrs. A srudy undcrrakcn ly Iamcl
Sccondary dara is collccrcd ly rclcrring rclarcd looks, {cdidi, cr al (1999) lc olscrvcd rlar rlc prolirs lor long
journals, magazincs, andwclsirc ol rlc company. rcrm lavc ncgarivc impacr on promorion so rlc lrand
proliraliliry lavc mixcd cllccr across rlc lrands ly
Samplc sizc incrcasing advcrrising and pricc dccrcasc in rlc lrand. S. {.
Ðalarwal, cr al (2006) cxprcss advcrrising is rlc mass mcdia 1lc samplc sizc ol rlc srudy is 200 rcspondcnrs Samplc
inllucncc rlc consumcrs dirccrly, salcs promorion inllucncc dcsign 1lc rcscarclcr uscd rlc Non-prolaliliry
rlc disrrilurion clanncl dirccrly lorl ol rlcmpromorc rlc Convcnicnr sampling mcrlod ro collccr rlc rclarcd primary
salcs ol rlc producr. 1lc pcoplc ignorc rlc advcrriscmcnr or dara
cscapc rlc arrcnrion so ir is suggcsrcd rlar rlc pcrsonal
sclling is rlc lcsr way ol promoring rlc salcs ol TOOLSFORAÞALYSISAÞDIÞTERPRETATIOÞ
plarmaccurical. 1lc advcrriscmcnr ol plarmaccurical 1lc dara wcrc analyzcd wirl lclp ol sarislicd srarisrical rools
producrs is nor an casicsr onc lccausc ir consisrs ol many likc Pcrccnragc analysis, cli squarc analysis
crircria ro lc lullillcd so rlc using pcrsonal sclling is grcarcr 1allc 1 slows rlc rcspondcnrs arc classilicd lascd on
rlanadvcrrising. dcmograplic slapc lccausc ir lclps rlc scrvicc providcr ro
gcr clcar and widc inlormarion alour rlc cusromcrs
Objcctivc of thc study sarislacrion lcvcl. 1lc agc is considcrcd lor rlc usagc ol rlc
Primary objcctivc molilc. 28.5% ol rlc rcspondcnrs lrom rlc agc carcgory
(S5-+5), 25 % ol rlc rcspondcnrs lrom rlc agc carcgory 1. 1o undcrsrand rlc rolc ol advcrrising in promoring
(S1-S5), 2+ % ol rlc rcspondcnrs lrom<20, Fcmaining rlc salcs ol molilc ncrwork
22.5% ol rlc rcspondcnrs lromrlc agc carcgory alovc +5,
Sccondary objcctivc rlc gcndcr rcsponsc is 67.5% ol rlc rcspondcnrs lrommalc
and 22.5 % ol rlc rcspondcnrs arc lcmalc. 1lc occuparion 2. 1osrudy rlc sourcc ol molilc ncrwork awarcncss
ollcr incomc ro purclasc molilc scrvicc providcr.SS.5% ol S. 1o know rlc rcspondcnrs opinion alour rcccnr
rlc rcspondcnrs running rlcir own lusincss, 2+.5 % ol rlc advcrrising rrcnds
rcspondcnrs working in privarc companics, 18 % ol rlc +. 1o srudy rlc lacrors considcrcd ly rlc rcspondcnrs in
rcspondcnrs working in govcrnmcnr, 17.5% ol rlc advcrriscmcnr 5. 1o srudy rlc rcspondcnrs cxpccrarion
rcspondcnrs arc sclolars, 6.5% ol rlc rcspondcnrs arc lullillmcnr ly advcrrising
rcrircd pcrsons. !n rlc usagc ol molilc ncrwork S7.5% ol
RESEARCH METHODOLOGY: rlc rcspondcnrs arc using \odalonc,22.5 % ol rlc
rcspondcnrs arc using Airrcl,16 % ol rlc rcspondcnrs arc Fcscarcl is a word rclcrs ro scck lor inlormarion and ir is
using !dca,11.5% ol rlcm using 1ara, 6.5% ol rlc dcscrilcd as scicnrilic rcscarcl rclcvanr ro dclinirc jol. 1lc
rcspondcnrs using BSN¡, 6% ol rlc rcspondcnrs using purposc ol rlc srudy is ro analyzc rlc rolc ol advcrrising in
orlcrs. promoring rlc salcs ol molilc ncrwork scrvicc.
MR.P.VIJAY, DR.R. SAKTHIVEL
Tablc 1- Dcmographic data
1allc 2 slows rlc awarcncss and rolc ol advcrriscmcnr. awarcncss rlrougl rclarivcs, 10% ol rlc rcspondcnrs gor
62.5% ol rlc rcspondcnrs gor awarcncss rlrougl awarcncss rlrougl orlcrs. 1lc mcdia plays a viral rolc in
advcrriscmcnr, 15% ol rlc rcspondcnrs gor awarcncss crcaring awarcncss. 60% ol rlc rcspondcnrs gor awarcncss
rlrougl lricnds circlc, 12.5% ol rlc rcspondcnrs gor rlrougl Broad casr mcdia, 28% ol rlc rcspondcnrs gor
Tablc 2 -Awarcncss and rolc of advcrtiscmcnt
A STLDY OÞ ROLE OF ADVERTISIÞG IÞ PROMOTIÞG THE SALES OF MOBILE ÞETWORK
SERVICE PROVIDERS WITH SPECIAL REFEREÞCE TO COIMBATORE CITY
Tablc - 3 awarcncss rlrougl prinr mcdia, 12% ol rlc rcspondcnrs
!0. 1lcrc is no signilicanr rclarionslip lcrwccn rlrougl orlcrs. !n promoring rlc salcs rlrougl advcrrising
occuparion and sarislacrion lcvcl ol advcrriscmcnr rowards +7.5% ol rlc rcspondcnrs says advcrriscmcnr promorcs rlc
various lrands ol molilc ncrwork. scrvicc, S7.5 % ol rlc rcspondcnrs says, advcrriscmcnr
arrracr rlc consumcr, 15% ol rlc rcspondcnrs says
advcrriscmcnr promoring rlc company
Tablc 4 !cncc rlcrc is no signilicanr dillcrcncc lcrwccn occuparion
!0. 1lcrc is no signilicanr rclarionslip lcrwccn gcndcr and sarislacrion lcvcl wirl rcgards ro various lrands ol
and sarislacrion lcvcl ol advcrriscmcnr rowards various molilc ncrwork advcrriscmcnr.
lrands ol molilc ncrwork.
!cncc rlcrc is no signilicanr dillcrcncc lcrwccn gcndcr and ncrwork advcrriscmcnr
sarislacrion lcvcl wirl rcgards ro various lrands ol molilc
MR.P.VIJAY, DR.R. SAKTHIVEL
Cli squarc valuc. 8.856S, Ðcgrcc ol lrccdom. 12, signilicancc lcvcl. 5%, rallc \aluc. 21.026
Cli squarc valuc. 2.6228, Ðcgrcc ol lrccdom. S, signilicancc lcvcl. 5%, rallc \aluc. 7.115
Tablc 5 Opinion about advcrtising trcnds and satisfaction lcvcl Particulars
1lc rallc 5 slows 5S.5% ol rlc rcspondcnrs lccls rlc 18.28% ol rlc rcspondcnrs says advcrriscmcnr is
advcrrising rrcnd is crlical, +6.5% ol rlc rcspondcnrs lccls rlrcarcning. Sarislacrion is rlc main aclicvcmcnr ol molilc
rlc advcrriscmcnr rrcnd is uncrlical, S1.18% ol rlc ncrwork advcrrising. S5% ol rlc rcspondcnrs arc sarislicd,
rcspondcnrs says rlc advcrriscmcnr is unlclicvallc, 28% ol rlc rcspondcnrs arc dissarislicd, 28% ol rlc
25.81% ol rlc rcspondcnrs says orlcr rcason, 2+.7S % ol rcspondcnrs arc liglly sarislicd and rcmaining 12% ol rlc
rlc rcspondcnrs says rlc advcrriscmcnr is irriraring, rcspondcnrs arc liglly dissarislicd
Tablc ó Factors cxpcctcd and cxpcctation fulfillmcnt
A STLDY OÞ ROLE OF ADVERTISIÞG IÞ PROMOTIÞG THE SALES OF MOBILE ÞETWORK
SERVICE PROVIDERS WITH SPECIAL REFEREÞCE TO COIMBATORE CITY
1lc rallc 6 slows lacrors cxpccrcd and cxpccrarion molilc ncrwork scrvicc providcr can arrracr all rlc agc
lullillmcnr in advcrriscmcnr. +2.5% ol rlc rcspondcnrs group pcoplc.
cxpccr dclining alour ncrwork scrvicc, S2.5% ol rlc º Majoriry ol rlc malcs arc arrracrcd rlan lcmalcs ly rlc
rcspondcnrs cxpccr crcariviry, 25% ol rlc rcspondcnrs advcrrising. !n ordcr ro promorc rlc salcs lcrwccn rlc
cxpccr arrracrion, and +S% ol rlc rcspondcnr says lcmalcs rlc company musr crcarc arrracrivc
advcrriscmcnr lullilling rlc cxpccrarion, 26% ol rlc advcrriscmcnr ly knowing rlc mind scr ol lcmalcs.
rcspondcnr says advcrriscmcnr lullilling morc rlan º Majoriry ol rlc rcspondcnrs arc lusincss playcrs ly
cxpccrcd, 18% ol rlc rcspondcnr says lullillmcnr is poor advcrrising rlc various ollcrs availallc ro lusincss
rlan cxpccrcd, 1S% ol rlc rcspondcnr says advcrriscmcnr playcrs rlc molilc ncrwork scrvicc providcr can makc
lullillmcnr is up rorlc lcvcl. rlcmrourilizc morc ncrwork connccrion.
º 1lc crcarivc advcrriscmcnr promorcd rlc salcs ol
FIÞDIÞGS \odalonc ro lc a lcading lusincss playcr. !r musr
º 1lc rcspondcnrs arc classilicd lascd on dcmograplic mainrain rlc ncccssary crcariviry in advcrrising ro
rcrain rlc cxisring cusromcr mcan rimc rlc ncccssary
slapc lccausc ir lclps rlc Molilc ncrwork scrvicc
srcps ro promorc rlc salcs rlrougl innovarivc
providcr ro gcr clcar and widc inlormarion alour rlc
advcrrising is nccdcd and orlcr molilc ncrwork scrvicc
cusromcrs. 28.5% ol rlc rcspondcnrs lrom rlc agc
providcrs musr dcvclop rlcir salcs rlrougl arrracrivc
carcgory (S5-+5), 67.5% ol rlcm arc malc, SS.5% ol
advcrrising.
rlcm scll cmploycd ly running rlcir own lusincss,
º 1lc advcrriscmcnr is rlc main sourcc ro promorc rlc
S7.5% ol rlc rcspondcnrs using rlc \odalonc ncrwork
salcs ly crcaring rlc awarcncss alour rlc molilc
º 62.5% ol rlc rcspondcnrs gor rlc awarcncss ol rlc
ncrwork scrvicc so rlc advcrriscr musr rakc an cllorr ro
molilc ncrwork scrvicc rlrougl advcrriscmcnr. 1lc
incrcasc rlc usagc ol rlc advcrriscmcnr
mcdia play a viral rolc in crcaring awarcncss. 60% ol rlc
º 1lc lroad casring mcdia is prclcrrcd ly mosr ol rlc
rcspondcnrs prclcrrcd rlc lroadcasr mcdia, +7.5% ol
rcspondcnrs wlcn comparing wirl orlcr mcdia. 1lc
rlc rcspondcnrs say rlc advcrriscmcnr promorcs rlc
advcrriscr musr covcr all rlc clanncls in lroad casr
salcs ol rlc molilc ncrwork, 62.5% ol rlc rcspondcnrs
mcdia ro promorc rlc salcs and mcan rimc rlc prinr
uscs rwo - rlrcc molilc ncrwork connccrion alrcr
mcdia is also givcn prclcrcncc ly rlc advcrriscr lccausc
advcrrising. mosr ol rlcmgor rlc lalir ol rcading.
º 1lc cli squarc rcsulr slows rlcrc is no signilicanr º 1lc advcrriscmcnr plays a rolc in promoring rlc molilc
ncrwork scrvicc, promoring rlc company and dillcrcncc lcrwccn occuparion and sarislacrion lcvcl,
arrracring rlc cusromcr, ly considcring rlar rlc
gcndcr and sarislacrion lcvcl wirl rcgards ro various
advcrriscr musr producc rlc advcrriscmcnr covcring all
lrands ol molilc ncrwork advcrriscmcnr.
rlc aspccrs ro promorc rlc salcs in a singlc
º 5S.5% ol rlc rcspondcnr opinions rlc advcrriscmcnr is
advcrriscmcnr.
crlical and lcwrcspondcnr opinions rlc advcrriscmcnr
º 1lc advcrriscmcnr morivarcs rlc rcspondcnrs ro usc
is uncrlical lccausc S1.18% ol rlc rcspondcnrs say rlc
morc ncrwork connccrion. Qualiry mainrcnancc ly
advcrriscmcnr is unlclicvallc and S5% ol rlc
rlc advcrriscr in rlcir advcrriscmcnr incrcascs rlc no ol
rcspondcnrs say rlcy arc sarislicd wirl rlc molilc
molilc ncrwork usagc alrcr advcrrising.
ncrwork advcrriscmcnr.
º ¡cw rcspondcnrs arc opinioncd rlc advcrriscmcnr is
º +2.5% ol rlc rcspondcnrs cxpccr low rlc
uncrlical lccausc rlcy lclr rlc advcrriscmcnr is
advcrriscmcnr dclining alour rlc ncrwork scrvicc,
unlclicvallc, irriraring and rlrcarcning onc so rlc
+S% ol rlc rcspondcnrs lclr rlc advcrriscmcnr lullilling
advcrriscr musr considcr rlcm and makc ncccssary
rlc cxpccrarion.
clangcs in rlc advcrriscmcnr ro crcarc rlc opinion as
crlical advcrriscmcnr.
SLGGESTIOÞS
º 1lc majoriry ol rlc rcspondcnrs considcring lowrlc
º By making ncccssary clangcs in rlc advcrrising rlc
advcrriscmcnr cxplaining alour rlc scrvicc ol rlc
MR.P.VIJAY, DR.R. SAKTHIVEL
ncrwork so rlc advcrriscr musr conccnrrarc morc in
cxplaining rlc scrvicc mcan rimc lcw rcspondcnrs arc
cxpccring crcariviry, arrracrion and orlcr lacrors in
advcrrising rlar lacrors also lc considcrcd ly rlc
advcrriscrs wlilc advcrrising.
º 1lc advcrriscmcnr sarislics rlc majoriry ol rlc
rcspondcnrs so rlc advcrriscr musr rcrain rlc sarislicd
rcspondcnrs ly mainraining a good advcrriscmcnr
conrinuously and ly conccnrraring on rlc liglly
dissarislicd rcspondcnrs rlcy canrurnrlcmas sarislicd.
º Clcar and good communicarion in advcrrising assisr
rlc ncrwork scrvicc providcr ro mainrain rlc
sarislacrion lcvcl wirl rlc pcoplc lor long pcriod mcan
rimc ncccssary clangcs in lrcqucnr days musr lc donc
ly rlc advcrriscr in rlc advcrrising ly using innovarivc
mcrlods.
COÞCLLSIOÞ:
1lc rolc ol advcrrising in promoring salcs is vcry csscnrial
lor rlc cnrirc lusincss playcrs ro gcncrarc prolir. 1lc
Advcrrising lringing rlc arrcnrion ol rlc porcnrial
cusromcrs roward rlc lusincss playcrs. 1lc advcrrising
lrings rlc rargcr cusromcrs ly convcying ro rlc riglr
pcrson. Mcasuring advcrriscmcnr cllccrivcncss lrings rlc
crcariviry, qualiry in advcrrising and rcduccs rlc work
lurdcn ol salcs pcrson. 1lc advcrriscmcnr musr lc an
crlical in rlc scnsc ol rcspccring rlc govcrnmcnr rulcs and
rcgularion ly loncsry and lairncss in rlc lusincss arcna lur
now rlc advcrriscmcnrs arc violaring rlc govcrnmcnr rulcs
and uncrlical advcrriscmcnr arc morc inrcrcsrcd ly
companics ro arrracr and promorc rlc salcs ly rlc rimc
uncrlical advcrriscmcnr dcsrroying rlc culrurc. 1lc
govcrnmcnr ly lraming rlc srricr policy againsr advcrrising
can casily conrrol uncrlical advcrrising. By implcmcnring
crlical advcrrising rlc companics can skip rlc uncrlical
advcrrising cvcn rlc prolir margin is low. 1lc crlical
advcrrising guidcs rlc lururc gcncrarion in rlc riglr way and
inrlc riglr dirccrionrocloosc rlc riglr producr or scrvicc.
REFEREÞCE
(1) Brucc ¡. !all (2001) " A ncw approacl ro mcasuring
advcrrising cllccrivcncss", arriclc 1502a ,pp 1-17
(2) S. {. Ðalarwal, F. B. Saudagar, Anju {adwani (2006)
"Folc ol Advcrriscmcnr and Salcs Promorion in
Plarmaccurical Markcring. A Fcvicw, Plarmaccurical
Fcvicws", \ol +, !ssuc +
(S) ¡arli All-Slarc & Marwan Al Salaimcl (2010) "1lc
¡llccrs ol 1clcvision Advcrriscmcnr on rlc Bclavior ol
Cancd ¡ood Consumcr in Small !ndusrrics," ¡uropcan
{ournal ol Social Scicnccs - \olumc 16, Numlcr S
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A STLDY OÞ ROLE OF ADVERTISIÞG IÞ PROMOTIÞG THE SALES OF MOBILE ÞETWORK
SERVICE PROVIDERS WITH SPECIAL REFEREÞCE TO COIMBATORE CITY
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