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ABSTRACT
The project report titled “A STUDY ON ADVERTISERS’ PERCEPTION
ABOUT INDULGE A !EE"LY SUPPLE#ENT$%&lo'( )ith “T*E NE! INDIAN
E+PRESS ,% Thi- re-e&rch i- do'e i' order to -t.d/ the 0r&'d i1&(e cre&ted 0/
i'd.l(e2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&' E4pre--, I' thi- project
report the i'trod.ctio' co5er- tell- &0o.t the &d5erti-er-’ perceptio', The 'eed o6 the
-t.d/ &'d -cope 6or the -t.d/,
The -t.d/ )&- do'e 0/ per-o'&l i'ter5ie) &'d 7.e-tio''&ire 1ethod )ith &
-&1ple o6 89 &d5erti-i'( clie't- o6 The Ne) I'di&' E4pre--, The pop.l&tio' i- cho-e'
o' 5ol.1e o6 &d5erti-e1e't 0&-i-, The tot&l 5ol.1e o6 &d5erti-e1e't- 6or 6o.r 1o'th
period i- :9;<= col.1' ce'ti1eter,
INDULGE i- & 6.ll/ p&--io'&te li6e-t/le -.pple1e't 6or the Che''&i 1&r3et,
The 6i'di'( o6 the -t.d/ re5e&l- th&t &d5erti-er- percei5e the prod.ct &- &' &ttr&cti'(
prod.ct th&t depict- the 'e) tre'd )&5e o6 Che''&i 1&r3et, There &re 6e) li1it&tio'-
i' the -t.d/, The -.((e-tio' (i5e' to the co1p&'/ i- to i'cre&-e the circ.l&tio' o6 the
prod.ct,
TABLE OF CONTENTS
S.NO. TITLE PAGE NO
ABSTRACT
:
LIST O> TABLES
LIST O> >IGURES
1 INTRODUCTION
:,: OUT LINE O> T*E PRO?ECT
;
:,; NEED O> T*E STUDY
@
:,8 SCOPE O> T*E STUDY
A
:,@ OB?ECTIVE O> T*E STUDY
B
:,A RESEARC* #ET*ODOLOGY
=
:,A,: RESEARC* DESIGN
=
:,A,; DATA COLLECTION #ET*ODS
<
:,A,8 RESEARC* INSTRU#ENTS
C
:,A,@ SA#PLING
C
:,A,A STATISTICAL TOOLS
:9
:,B LI#ITATION O> T*E STUDY
:8
:,= C*APTERIDATION
:,< LITERATURE REVIE!
:A
:,<,: CO#PANY PRO>ILE
;9
:,<,; PRODUCT PRO>ILE
8@
2. DATA ANALYSIS AND
INTERPRETATION
;,: PERCENTAGE ANALYSIS
@;
;,: GRAP*ICAL ANALYSIS
@;
;,; STATISTICAL ANALYSIS
=B
;,;,: !EIG*TED AVERAGE
=B
;,;,; C*IESFUARE
=C
3. SUMMARY AND CONCLUSION
8,: >INDINGS
<;
8,; SUGGESTIONS
<=
8,8 CONCLUSIONS
<<
APPENDIX 89
REFERENCES 94
CHAPTER – IINTRODUCTION
1.1.INTRODUCTION
PERCEPTION
Perceptio' i- o.r -e'-or/ e4perie'ce o6 the )orld &ro.'d .- &'d i'5ol5e- 0oth the
reco('itio' o6 e'5iro'1e't&l -ti1.li &'d &ctio'- i' re-po'-e to the-e -ti1.li, Thro.(h the
percept.&l proce--2 )e (&i' i'6or1&tio' &0o.t propertie- &'d ele1e't- o6 the
e'5iro'1e't th&t &re critic&l to o.r -.r5i5&l, Perceptio' 'ot o'l/ cre&te- o.r e4perie'ce o6
the )orld &ro.'d .-G it &llo)- .- to &ct )ithi' o.r e'5iro'1e't
Perceptio' i- the proce-- 0/ )hich or(&'i-1- i'terpret &'d or(&'iHe -e'-&tio' to
prod.ce & 1e&'i'(6.l e4perie'ce o6 the )orld, Se'-&tio' .-.&ll/ re6er- to the i11edi&te2
rel&ti5el/ .'proce--ed re-.lt o6 -ti1.l&tio' o6 -e'-or/ receptor- i' the e/e-2 e&r-2 'o-e2
to'(.e2 or -3i', Perceptio'2 o' the other h&'d2 0etter de-cri0e- o'eI- .lti1&te e4perie'ce
o6 the )orld &'d t/pic&ll/ i'5ol5e- 6.rther proce--i'( o6 -e'-or/ i'p.t, I' pr&ctice2
-e'-&tio' &'d perceptio' &re 5irt.&ll/ i1po--i0le to -ep&r&te2 0ec&.-e the/ &re p&rt o6 o'e
co'ti'.o.- proce--,
Perceptio' i' h.1&'- de-cri0e- the proce-- )here0/ -e'-or/ -ti1.l&tio' i- tr&'-l&ted
i'to or(&'iHed e4perie'ce
The percept.&l proce-- i- & -e7.e'ce o6 -tep- th&t 0e(i'- )ith the e'5iro'1e't &'d le&d-
to o.r perceptio' o6 & -ti1.l.- &'d &' &ctio' i' re-po'-e to the -ti1.l.-,
H!"#$%& $' A()*%#!"!+,
Ad5erti-i'( &- & di-crete 6or1 i- (e'er&ll/ &(reed to h&5e 0e(.' )ith 'e)-p&per-2
i' the -e5e'tee'th ce't.r/2 )hich i'cl.ded li'e or cl&--i6ied &d5erti-i'(, Si1ple
de-criptio'-2 pl.- price-2 o6 prod.ct- -er5ed their p.rpo-e .'til the l&te 'i'etee'th
ce't.r/2 )he' tech'olo(ic&l &d5&'ce- 1e&'t th&t ill.-tr&tio'- co.ld 0e &dded to
&d5erti-i'(2 &'d color )&- &l-o &' optio',
A' e&rl/ &d5erti-i'( -.cce-- -tor/ i- th&t o6 Pe&r- So&p, Tho1&- B&rr&tt 1&rried
i'to the 6&1o.- -o&p 1&3i'( 6&1il/ &'d re&liHed th&t the/ 'eeded to 0e 1ore &((re--i5e
&0o.t p.-hi'( their prod.ct- i6 the/ )ere to -.r5i5e, *e l&.'ched the -erie- o6 &d-
6e&t.ri'( cher.0ic childre' )hich 6ir1l/ )elded the 0r&'d to the 5&l.e- it -till hold-
tod&/, he too3 i1&(e- co'-idered &- J6i'e &rtJ &'d .-ed the1 to co''ote hi- 0r&'dI-
7.&lit/2 p.rit/ i,e, .'t&i'ted 0/ co11erci&li-1$ &'d -i1plicit/ cher.0ic childre'$, *e i-
o6te' re6erred to &- the 6&ther o6 1oder' &d5erti-i'(,
!orld !&r I -&) -o1e i1port&'t &d5&'ce- i' &d5erti-i'( &- (o5er'1e't- o' &ll
-ide- .-ed &d- &- prop&(&'d&, The Briti-h .-ed &d5erti-i'( &- prop&(&'d& to co'5i'ce it-
o)' citiHe'- to 6i(ht2 &'d &l-o to per-.&de the A1eric&'- to joi', No le-- & politic&l
co11e't&tor th&' *itler co'cl.ded th&t Ger1&'/ lo-t the )&r 0ec&.-e it lo-t the
prop&(&'d& 0&ttleK he did 'ot 1&3e the -&1e 1i-t&3e )he' it )&- hi- t.r', O'e o6 the
other co'-e7.e'ce- o6 !orld !&r I )&- the i'cre&-ed 1ech&'iH&tio' o6 i'd.-tr/ E &'d
he'ce i'cre&-ed co-t- )hich h&d to 0e p&id 6or -o1eho)K he'ce the de-ire to cre&te 'eed
i' the co'-.1er )hich 0e(i'- to do1i'&te &d5erti-i'( 6ro1 the :C;9- o')&rd,
AD-ERTISERS. PERCEPTION
Ad5erti-er Perceptio'- pro5ide- 1edi& co1p&'/ e4ec.ti5e- )ith e--e'ti&l i'-i(ht
'ece--&r/ 6or i'cre&-i'( &d -&le-2 1&r3et -h&re &'d co1petiti5e &d5&'t&(e,
DEFINITION / AD-ERTISING
Ad5erti-i'( i-
• p&id 6or
• & )&/ o6 pro1oti'( prod.ct-2 -er5ice- or i'6or1&tio'
• & 6or1 o6 co11.'ic&tio' 0et)ee' 1&'.6&ct.rer &'d co'-.1er$
• & ph/-ic&l co11odit/
• &' i'te(r&l p&rt o6 pop c.lt.re
• &' i1port&'t eco'o1ic 6orce
• & p&rt o6 o.r .r0&' l&'d-c&pe
Ad5erti-i'( i- & 6or1 o6 co11.'ic&tio' th&t t/pic&ll/ &tte1pt- to per-.&de
pote'ti&l c.-to1er- to p.rch&-e or to co'-.1e 1ore o6 & p&rtic.l&r 0r&'d o6 prod.ct or
-er5ice, #oder' &d5erti-i'( de5eloped )ith the ri-e o6 1&-- prod.ctio' i' the l&te :Cth
&'d e&rl/ ;9th ce't.rie-
1.2.N**( $' #0* "#1(&
? Ne)- p&per i'd.-tr/ (et 1&jor p&rt o6 their re5e'.e thro.(h &d5erti-i'(
? Thi- -t.d/ i- &0o.t &d5erti-er-’ perceptio' o' &d5erti-i'( i' INDULGE,
? The-e -t.die- to 3'o) the i1p&ct o6 i'd.l(e &d5erti-i'( &'d the 0r&'d i1&(e
cre&ted 0/ the INDULGE &1o'( &d5erti-er-
? >i'di'(- o6 the -t.d/ help- the 'e) I'di&' e4pre-- to 3'o) )hether the/ )ill (et
repe&ted &d5erti-i'( 6ro1 their e4i-ti'( &d5erti-er clie't &'d to 3'o) their
-&ti-6&ctio' le5el,
SCOPE OF THE STUDY
Thi- -t.d/ .'dert&3e' 6or The Ne) I'di&' E4pre-- &i1- to -t.d/ &'d ide'ti6/ the
pote'ti&l &d5erti-er-,
Thi- h&- 0ee' do'e 0/ prep&ri'( & 7.e-tio''&ire )hich co't&i'- 7.e-tio'- p.t
6orth to the re-po'de't- )hich )o.ld help i- &'&l/Hi'( the )illi'('e-- le5el o6
&d5erti-er- i' &d5erti-i'( i' INDULGE2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&'
E4pre--
Thi- -t.d/ )o.ld help i' ide'ti6/i'( the re&-o' 6or &d5erti-er- &d5erti-i'( i'
INDULGE2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&' E4pre--, , All thi- )o.ld
help i' (i5i'( -.((e-tio' to The Ne) I'di&' E4pre-- i' i1pro5i'( INDULGE there0/
-&ti-6/i'( their corpor&te &'d ret&il clie't-
1.4 O23*4#!)* $' #0* "#1(&
• To -t.d/ the 0r&'d i1&(e cre&ted 0/ T*E NE! INDIAN E+PRESS
&1o'( &d5erti-er-,
• To 6i'd o.t the re&-o' 6or choo-i'( I'd.l(e o6 T*E NE! INDIAN
E+PRESS
• To -t.d/ o' &d5erti-er’- perceptio' &0o.t i'd.l(e & )ee3l/ -.pple1e't$
&lo'( )ith to T*E NE! INDIAN E+PRESS,
1.5 RESEARCH METHODOLOGY
INTRODUCTION
Re-e&rch 1ethodolo(/ i- & )&/ to -/-te1&tic&ll/ -ol5e the re-e&rch pro0le1 i-
to ho) re-e&rch i- do'e -cie'ti6ic&ll/, It co'-i-t- o6 the di66ere't -tep- th&t &re
(e'er&ll/ &dopted 0/ the re-e&rcher to the -t.d/ hi- re-e&rch pro0le1 &lo'( )ith lo(ic
0ehi'd the1, It i- 'ece--&r/ to the re-e&rcher to de5elop cert&i' te-t-,
1.5.1 RESEARCH DESIGN
Re-e&rch de-i(' i- & pl&' to &'-)er )ho12 )he'2 )here2 &'d ho) the -.0ject
.'der i'5e-ti(&tio' co'cei5ed -o &- to o0t&i' &'-)er- to re-e&rch 7.e-tio'-, The t/pe
o6 re-e&rch de-i(' i'5ol5ed i' thi- -t.d/ i- de-cripti5e re-e&rch -t.die-,
DESCRIPTI-E RESEARCH STUDIES
De-cripti5e re-e&rch -t.die- &re tho-e -t.die-2 )hich &re co'cer'ed )ith
de-cri0i'( the ch&r&cteri-tic- o6 & p&rtic.l&r i'di5id.&l2 or o6 & (ro.p2 )here &- di&('o-tic
re-e&rch -t.d/ deter1i'e the 6re7.e'c/ )ith )hich -o1ethi'( occ.r- or it- &--oci&tio'
)ith -o1ethi'( el-e, The -t.die- co'cer'i'( )hether cert&i' 5&ri&0le- &re &--oci&ted &re
e4&1ple o6 di&('o-tic re-e&rch -t.die-, A- &(&i'-t thi-2 -t.d/ co'cer'ed i'di5id.&l2
(ro.p or -it.&tio' &re &ll e4&1ple o6 de-cripti5e re-e&rch -t.die-, #o-t o6 the -oci&l
re-e&rch -t.die- co1e .'der thi- c&te(or/ 6ro1 the poi't o6 5ie) o6 the re-e&rch de-i(',
1.5.2 DATA COLLECTION METHOD
The re7.ired d&t& )&- collected 0/ 0oth the pri1&r/ &'d -eco'd&r/ -o.rce-,
The d&t& o0jecti5e &re de-cri0e 6ro1 the re-e&rch o0jecti5e- &'d their
deter1i'&tio' re-t- 1&i'l/ o' the re-e&rch to tr&'-l&te )h&t the deci-io' 1&r3er )&'t-
i'to -peci6ic de-cripti5e o6 the 'eeded d&t&,
P%!67%&
? The pri1&r/ d&t& )&- collected 6ro1 the2 T*E NE! INDIAN E+PRESS
#ADURAI$ LTD,2 .-er- &t Che''&i, The Re-po'de't- )ere 1et per-o'&ll/ &t
their e-t&0li-h1e't- &'d 7.e-tio''&ire h&- 0ee' (i5e' to the1 &'d &'-)ered
7.e-tio''&ire- )ere collected 0&c3,
? Pri1&r/ d&t& i- the d&t& (&thered 6or the 6ir-t ti1e 0/ the re-e&rcher 0/ .-i'(
7.e-tio''&ire,
S*4$+(7%& (7#7
? Seco'd&r/ d&t&2 o' the other h&'d2 i- tho-e )hich h&5e &lre&d/ 0ee' collected 0/
-o1eo'e el-e &'d )hich &lre&d/ 0ee' p&--ed thro.(h the -t&ti-tic&l proce--,
? Seco'd&r/ d&t& pert&i'i'( to thi- -t.d/ )&- o0t&i'ed 6ro1 co1p&'/ doc.1e't-2
0ro&cher-2 dep&rt1e't&l i'6or1&tio'’- )e0-ite- etc,
1.5.3 RESEARCH INSTRUMENTS
I'-tr.1e't K F.e-tio''&ire- per-o'&l &d1i'i-tered$
I'-tr.1e't De-i(' K Both ope' e'd e'clo-e e'ded
F.e-tio' &'d .-ed i' 7.e-tio''&ire-,
81*"#!$++7!%* D*"!,+
A )ell -tr.ct.red 7.e-tio''&ire )&- .-ed 6or thi- -t.d/, The t/pe- o6
7.e-tio'- .-ed i' the 7.e-tio''&ire )ere ope'Ee'ded2 1.ltipleEchoice &'d
Dichoto1o.- 7.e-tio'-,
1. O9*+/*+( :1*"#!$+" &re 7.e-tio'-2 )hich &re e'titled to (i5e & 6ree
re-po'-e to their choice,
2. M1;#!9;*/40$!4* :1*"#!$+" &re 7.e-tio'2 )hich co't&i' & li-t o6 &'-)er
&'d per1it the -.0ject to -elect the 0e-t &'-)er,
1.5.4 SAMPLING
S&1pli'( i- the proce-- o6 -electi'( & -.66icie't '.10er o6 ele1e't- 6ro1 the
pop.l&tio'2 -o th&t & -t.d/ o6 -&1ple &'d &' .'der-t&'di'( o6 it- propertie- or
ch&r&cteri-tic- )o.ld 1&3e it po--i0le 6or .- to (e'er&liHe -.ch propertie- or
ch&r&cteri-tic- to the pop.l&tio' ele1e't-,
SAMPLEING PLAN
? S&1pli'( tech'i7.e K Cl.-ter -&1ple
? S&1ple -iHe K S&1ple -iHe cho-e' here 6or thi- -t.d/
)&- 89 &- -.((e-ted 0/ the co1p&'/
? S&1ple .'it K Ad5erti-er- i' Che''&i 1&r3et
? Ti1e Di1e'-io' Kperiod o' ;B
th
?.'e 9C to 8:
-t
?.l/9C
SAMPLE DESIGN
A S&1ple de-i(' i- & de6i'ite pl&' 6or o0t&i'i'( & -&1ple 6ro1 (i5e' pop.l&tio',
It re6er- to the tech'i7.e or the proced.re the re-e&rcher )o.ld &dopt i' -electio' ite1-
6or the -&1ple, S&1ple 1&/ &- )ell l&/ do)' the '.10er o6 ite1- to 0e i'cl.ded i' the
-&1ple '&1el/2 the -iHe o6 the -&1ple,
P%$272!;!#& "769;!+,
#&3e & -peci6ic 1e'tio' o6 it i' the the-i-, So th&t the co'cl.-io'- )o.ld 0e
e5&l.&ted &ccordi'(l/, pro0&0ilit/ -&1pli'( re6er- to the -&1pli'( proce-- i' )hich the
-&1ple- &re -elected 6or & -peci6ic p.rpo-e )ith & preEdeter1i'ed 0&-i- o6 -electio', Thi-
t/pe o6 -&1ple- i- &l-o re7.ired &t ti1e- )he' r&'do1 -electio' 1&/ 'ot 0e po--i0le,
There6ore the reli&0ilit/ o6 co'cl.-io'- 0&-ed o' thi- t/pe o6 -&1pli'( i- le--, !he'e5er &
re-e&rcher .-e- thi- t/pe o6 -&1pli'(,
C;1"#*% S769;!+,
Cl.-ter -&1pli'( 1ethod -.((e-t-2 the -&1ple- &re -elected &t di66ere't -t&(e-, I'
thi- 1ethod2 the pop.l&tio' i- 6ir-t di5ided i'to di66ere't -t&(e-, The' 6ro1 the 6ir-t
-t&(e2 & 6e) ite1- &re -elected &t r&'do1 0&-ed o' & -peci6ic 6e&t.re or ch&r&cteri-tic,
>ro1 the-e i' the -eco'd -t&(e2 & 6e) ele1e't- &re -elected &t r&'do1 po--e--i'(2 he
ch&r&cteri-tic, >ro1 )hich i' the third -t&(e & 6e) &re -elected &t r&'do1 -&ti-6/i'( the
ch&r&cteri-tic &'d -o o' to 6i'&ll/ 1&3e the 'ece--&r/ -electio' o6 -&1ple-, All the
-&1ple- -elected &t r&'do1 &t di66ere't -t&(e- )ill po--e- the co11o' ch&r&cteri-tic or
)ill 0e ho1o(e'eo.- o' -o1e 0&-i-,
Cl.-ter -&1pli'( i'5ol5e- &rr&'(i'( ele1e't&r/ ite1- i' & pop.l&tio' i'to
hetero(e'eo.- -.0(ro.p- th&t &re repre-e't&ti5e o6 the o5er&ll pop.l&tio', O'e -.ch
(ro.p co'-tit.te- & -&1ple 6or -t.d/,
SAMPLING SI<E
The tot&l '.10er- o6 re-po'de't- &re ter1ed &- -&1ple -iHe, The -&1ple
-iHe 6or thi- &'&l/-i- i- 89 re-po'de't-,
SAMPLING UNIT
S&1pli'( .'it i- th&t o6 “)ho i- to 0e -.r5e/ed%, The -.r5e/ i- o' &d5erti-er-
o6 T*E NE! INDIAN E+PRESS #ADURAI$ LTD,
PERIOD OF STUDY
The re-e&rch i- c&rried o.t 6or o'e 1o'th ;BE9BE9C to 8:E9=E9C$,
1.5.5 SATISTICAL TOOLS
The collected d&t& h&- 0ee' -.0jected to &'&l/-e- 0/ .'it’- &ppropri&te
tool-2 perce't&(e2 chi L -7.&re,
The i'6or1&tio' (&thered &'&l/Hed 0/ .-i'( the 6ollo)i'( &ppropri&te tool
-.ch &-K
? Perce't&(e A'&l/-i-
? Chi L S7.&re te-t
P*%4*+#7,* A+7;&"!"
Perce't&(e re6er- to & -peci&l 3i'd o6 r&tio, It i- .-ed to 1&3e co1p&ri-o'
0et)ee' t)o or 1ore -erie- o6 d&t&, The/ c&' 0e .-ed to co1p&re the rel&ti5e
ite1-2 the di-tri0.tio' o6 t)o or 1ore -erie- o6 d&t& -i'ce the perce't&(e red.ce
e5er/thi'( &- co11o' 0&-e &'d &llo) the 1e&'i'(6.l co1p&ri-o'- to 0e 1&de,
Perce't&(e re6er- to the -peci&l 3i'd o6 r&tio perce't&(e &re .-ed i'
1&3i'( co1p&ri-o' 0et)ee' t)o or 1ore -erie- o6 d&t&, Perce't&(e- &re .-ed to
de-cri0e rel&tio'-hip,
FORMULA
N$. $' %*"9$+(*+#"
P*%4*+#7,* =>? @ AAAAAAAAAAAAAAAAAAAAAAAAA X 1BB
T$#7; %*"9$+(*+#"
B&r ch&rt &'d Pie ch&rt- &re .-ed to e4pl&i' the t&0.l&tio' cle&rl/,
C0! – S:17%* #*"#
Thi- te-t i- o'e o6 the -i1ple-t &'d 1o-t )idel/ .-ed 'o' L p&r&1etric i'
St&ti-tic&l )or32 )he' cert&i' o0-er5ed 5&l.e- o6 the 5&ri&0le &re to 0e co1p&red
)ith the e4pected 5&l.e,
The chi L -7.&re i- co1p.ted o' the 0&-i- o6 6re7.e'cie- i' & -&1ple &'d
th.- the 5&l.e o6 chi L -7.&re, So2 o0t&i'ed i' & -t&ti-tic chi L -7.&re i- 'ot &
p&r&1eter &- it- 5&l.e i- 'ot deri5ed 6ro1 the o0-er5&tio'- i' pop.l&tio'2 *e'ce
chi L -7.&re te-t i- & 'o' L p&r&1etric te-t, Chi L S7.&re te-t i- 'ot co'cer'ed )ith
&'/ pop.l&tio' di-tri0.tio' &'d it- o0-er5&tio',
The chi L -7.&re te-t )&- 6ir-t .-ed i' te-ti'( -t&ti-tic&l h/pothe-i- 0/ 3&rl
per-o' i' the /e&r, :C99 it i- de6i'ed &-2
' Oi L Ei$ ;
Chi L S7.&re M N EEEEEEEEEEEEE
i M: Ei
!here2
Oi M O0-er5ed 6re7.e'c/ o6 ith e5e't
Ei M E4pected 6re7.e'c/ o6 ith e5e't
CHAPTER 2 PROFILES
2.1 INDUSTRY PROFILE
N*C" 979*% 67%D*#
S.r5e/ re-.lt- 6i'd th&t tr&ditio'&l jo.r'&li-tic 5&l.e- re1&i' i1port&'t &t 1&r3etE
orie'ted 'e)-p&per-2 tho.(h -e'ior editor- te'd to report 1ore i'ter&ctio' )ith
dep&rt1e't- o.t-ide the 'e)-roo1 E i'cl.di'( the &d5erti-i'( dep&rt1e't,
I' & 1&r3etEorie'ted 0.-i'e--2 the c.-to1er i- .'7.e-tio'&0l/ 3i'(, The
-.cce--6.l 1&r3etEorie'ted 6ir1 ide'ti6ie- & pote'ti&l 1&r3et opport.'it/2 -elect- & (ro.p
o6 c.-to1er- th&t it )&'t- to -er5e &'d de5elop- & -tr&te(/ 6or e66icie'tl/ 1eeti'( the
)&'t- &'d 'eed- o6 tho-e c.-to1er-, The ce'tr&l 0.-i'e-- &--.1ptio' i- th&t lo'(Er.'
-.cce-- depe'd- o' & -tro'(2 or(&'iH&tio'E)ide 6oc.- o' c.-to1er )&'t- &'d 'eed-,:
D.ri'( the l&-t dec&de2 &- the 0.-i'e-- e'5iro'1e't h&- 0eco1e 1ore
ch&lle'(i'( 6or d&il/ 'e)-p&per-2; 1&'/ o6 the1 h&5e &dopted & -tro'(er 1&r3et
orie't&tio', The/ h&5e co'ce'tr&ted 0oth o' le&r'i'( )h&t their t)o c.-to1er (ro.p- E
&d5erti-er- &'d re&der- E -&/ the/ )&'t &'d 'eed 6ro1 & 'e)-p&per2 &'d o' 6i'di'( )&/-
to 1eet tho-e )&'t- &'d 'eed-, I' 'e)-roo1-2 thi- h&- 0ro.(ht ch&'(e- to the 'e)-E
1&3i'( proce--,
R&ther th&' rel/i'( -trictl/ o' jo.r'&li-t-I e4pert j.d(1e't to decide )h&t to
p.0li-h i' the 'e)-p&per2 'e)-roo1 1&'&(er- h&5e e'co.r&(ed reporter- &'d editor- to
p&/ 1ore &tte'tio' to percei5ed re&der i'tere-t-, The/ &l-o h&5e &-3ed reporter- &'d
editor- to -h&pe co'te't to 1ore clo-el/ co'6or1 to tho-e re&der i'tere-t-,8 Thi- pr&ctice
h&- dr&)' pr&i-e &'d critici-1, S.pporter- h&5e &r(.ed th&t it )ill help -&5e d&il/
'e)-p&per- 6ro1 irrele5&'ce &'d2 perh&p-2 e4ti'ctio',@ Critic- h&5e di-p&r&(ed it, A The/
h&5e ch&r(ed th&t 1&r3etEorie'ted 'e)- or(&'iH&tio'-K
DeEe1ph&-iHe -erio.- co'te't i' 6&5or o6 6ri5olo.-2 e'tert&i'i'( i'6or1&tio',
U'der1i'e the ethic&l 6ire )&ll 0et)ee' &' or(&'iH&tio'I- 'e)- &'d 0.-i'e-- oper&tio'-,
>&il to li5e .p to -oci&l o0li(&tio'- to di--e1i'&te the 3i'd o6 p.0licE&66&ir- i'6or1&tio'
e--e'ti&l to & de1ocr&c/,
Thi- &rticle e4&1i'e- tho-e &--ertio'- &- it e4plore- )h&t it 1e&'- 6or & 'e)-
or(&'iH&tio' to 0e 1&r3et orie'ted 0/ &-3i'( the-e 7.e-tio'-K
The &'-)er- to the-e 7.e-tio'- &re 0&-ed o' & :CCB '&tio'&l -.r5e/ o6 @9B -e'ior
editor- &t :<; (e'er&lEcirc.l&tio' U,S, d&il/ 'e)-p&per-, Thi- -.r5e/ di66er- 6ro1 e&rlier
7.&'tit&ti5e re-e&rch o' 1&r3etEorie'ted jo.r'&li-1 i' th&t the -&1ple i- l&r(er &'d the
7.e-tio''&ire 1ore co1prehe'-i5e th&' 1o-t other -t.die- o6 thi- -.0ject, I' &dditio'2 the
'&tio'&l -&1ple &llo)- the 6i'di'(- to 0e (e'er&liHed to &ll U,S, (e'er&lEcirc.l&tio'
d&ilie-2 )here&- 1.ch o6 the e&rlier re-e&rch h&- h&d & -t&te)ide or re(io'&l 6oc.-, The
6i'di'(- reported here -ho.ld co'5e/ & 6.ller -e'-e th&' pre5io.-l/ p.0li-hed )or3 o6
)h&t it 1e&'- to 0e & 1&r3etEorie'ted d&il/ 'e)-p&per i' the 1idE:CC9-
A()*%#!"*%"E M*(!7 S*;*4#!$+ !+ S67;; N*C"979*% M7%D*#".
A- the 1&r3et 0eco1e- co'ti'.&ll/ 1ore co1petiti5e 6or &d5erti-i'( doll&r-2
'e)-p&per- 'eed to de5elop 1ore -ophi-tic&ted -&le- -tr&te(ie-,
:$ Yet2 d.e to per-o''el li1it&tio'- &'d other eco'o1ic co'-ider&tio'-2 -1&ller
'e)-p&per- 1&/ 6i'd co1pili'( d&t& &'d de5elopi'( -&le- -tr&te(ie- to 0e d&.'ti'( t&-3-,
So1e relie6 i- (r&'ted 0/ the t/pic&l &d5erti-er- i' -1&ll co11.'itie- EE loc&l 1erch&'t-,
The/ 1&/ 'ot de1&'d d&t& th&t i- &- -ophi-tic&ted &- th&t re7.ired i' l&r(er 1&r3et-
0ec&.-e the 5&-t 1&jorit/ o6 &d5erti-er- i' -1&ller 1&r3et- &re 'ot 5er/ 3'o)led(e&0le
&0o.t 1&r3et co'ditio'-,
;$ Thi- doe- 'ot &0-ol5e 'e)-p&per -&le- per-o''el 6ro1 3'o)i'( their
&d5erti-er-, I' )riti'( &0o.t the rel&tio'-hip 0et)ee' '&tio'&l &d5erti-er- &'d & -&1ple
co1pri-ed 1o-tl/ o6 l&r(er d&ilie-2 D&'iel Sto.t co'cl.ded th&t )he' & -&le-per-o'
co1e- to .'der-t&'d the 6&ctor- th&t i'6l.e'ce the &d5erti-er2 Jthe -3ill- o6 th&t per-o' &re
e'h&'ced,J
8$ The -&1e co.ld 0e -&id &0o.t the rel&tio' -hip 0et)ee' &d5erti-i'(
repre-e't&ti5e- &t -1&ller 'e)-p&per- &'d their clie't-, E5e' i' tho-e 1&r3et-2 &-
-&le-people de5elop 0etter -3ill-2 the/ 1&/ i'cre&-e the &d re5e'.e- th&t )ill help 6.'d &'
i1pro5ed 'e)- prod.ct,
N*C"979*%" !+ C0*++7!
There &re & '.10er o6 'e)-p&per- th&t &re p.0li-hed 6ro1 Che''&i cit/, So1e o6 the
)idel/ re&d 'e)-p&per- i' Che''&i &reK
• T0* H!+(1K The *i'd. i- o'e o6 the pre1ier E'(li-h d&ilie- 'ot o'l/ i' Che''&i
0.t &l-o i' I'di&, The 'e)-p&per )&- 6o.'ded i' the /e&r :<=< &'d )&- p.0li-hed
o' & )ee3l/ 0&-i-, *o)e5er2 the 'e)-p&per )&- 1&de & d&il/ i' the /e&r :<<C,
The E'(li-h d&il/ e1plo/- the &d5&'ced tech'olo(/ 6or p&(e de-i('i'( &'d
pri'ti'(, The p&per i- r&ted &1o'( the :9 0e-t p&per- o6 the )orld,
• T0* N*C I+(!7+ EF9%*""K Thi- i- &'other E'(li-h d&il/ p.0li-hed 6ro1 Che''&i,
The 'e)-p&per )&- e-t&0li-hed i' the /e&r :C8;, The 'e)-p&per i- p.0li-hed
6ro1 "&r'&t&3&2 "er&l&2 Coi10&tore2 "ochi2 */der&0&d2 B&'(&lore &'d A'dhr&
Pr&de-h,
• T0* D*447+ C0%$+!4;*K The Decc&' Chro'icle i- the 6o.rth l&r(e-t E'(li-h
l&'(.&(e d&il/ i' I'di&, The d&il/ i- p.0li-hed 6ro1 T&1il N&d. &'d A'dhr&
Pr&de-h, The c&rtoo' -trip- 6e&t.ri'( o' the co5er p&(e &'d i'-ide p&(e- o6 the
'e)-p&per &re it- 1&i' ch&r&cteri-tic, It i- the l&r(e-t circ.l&ted d&il/ i'
*/der&0&d,
So1e o6 the re(io'&l 'e)-p&per- p.0li-hed i' Che''&i &re Di'&1&l&r2 Th&'thi2
Di'&3&r&'2 A'&'d& Vi3&t&'2 Di'&1&'i2 Vid.th&l&i,
Role of Indian Newspaper
Ne)-p&per- &'d 'e)-p&per &d5erti-i'( h&- 0ee' the 1o-t
i1port&'t tool i' -h&pi'( the (ro)th &'d de5elop1e't o6 &'/ -ociet/ i' the 1oder'
)orld, #ore th&' &'/thi'(2 the/ h&5e 0ee' 5er/ i'-tr.1e't&l i' 0rid(i'( the
co11.'ic&tio' (&p 0et)ee' people th&t co'tri0.te- to the &ir o6 &)&re'e-- i' & -ociet/,
Si'ce the 5er/ 6ir-t d&/ th&t the olde-t 'e)-p&per i' the )orld h&d 1&de
it- &ppe&r&'ce2 there h&- 0ee' -ee' pro(re--i5e ch&'(e- th&t h&5e c&t&p.lted the St&t.- o6
e5er/ -ociet/ to 'e) le5el- o6 e5ol.tio' 6ro1 ti1e to ti1e, The 'e)-p&per i'd.-tr/ i'
e5er/ co.'tr/ -t&'d- o.t &- &' i'6l.e'ti&l 0od/ co'tri0.ti'( to the de5elop1e't o6 the
1oder' -ociet/ 0/ &cti'( &- o'e o6 the 1o-t pote'ti&l pl&t6or1
6or e4ch&'(e o6 tho.(ht- &'d opi'io'-, #oreo5er2 0/ co5eri'( & )ide &rr&'(e o6 topic-
th&t &re rele5&'t to the d&il/ li5e- o6 the people i' & -ociet/2 it pro1.l(&te- the ide'tit/ o6
the -ociet/2 &'d &ct- &- the di-pe'-er o6 p.0lic opi'io'-, O'e o6 the 1o-t cr.ci&l t&-3- o6
the 'e)-p&per i'd.-tr/ i- it- co'tri0.tio' to)&rd- the eco'o1ic &'d i'd.-tri&l
de5elop1e't o6 & co.'tr/ thro.(h
it- &--i1il&tio' o6 the people’- 5oice,
The I'di&' 'e)-p&per i'd.-tr/ h&- p&--ed 5&rio.- -t&(e- o6 e5ol.tio' to
re&ch the -t&t.- th&t it e'jo/- tod&/ L th&t o6 & le&di'( pre-- &re'& i' the )orld, There &re
h.'dred- o6 'e)-p&per- th&t re&ch o.t to the people o6 thi- 5&-t co.'tr/ i' e'or1o.-
'.10er- e5er/ 1or'i'(, A t/pic&l I'di&' d&il/ 'e)-p&per i- the -t&ple diet 6or & t/pic&l
I'di&'2 0ri'(i'( hi1Oher 'e)- 6ro1 &ll o5er the (lo0e, Si'ce d&il/ 'e)-p&per- -.cceed i'
&ttr&cti'( 1ore re&der-hip-2 &' I'di&' d&il/ 'e)-p&per i- the order o6 the 1or'i'( 6or
e&(er 'e)- h.'(r/ re&der- &cro-- the co.'tr/, B/ (&r'eri'( &' i'cre&-i'( '.10er o6
-.0-cri0er- i' the 6or1 o6 re&der-2 'e)-p&per- cle&rl/
re6lect the i'di5id.&lit/ o6 & re&der &'d the co.'tr/ &- )ell, The (ro)th i' the circ.l&tio'
o6 'e)-p&per- i' the co.'tr/ re-.lt- i' the o5er&ll eco'o1ic pro-perit/ o6 the co.'tr/2
ele5&ti'( it to hi(her le5el-, A' I'di&' d&il/ 'e)-p&per -tri3i'(l/ pl&/- & -i('i6ic&'t role
i' the -tr.ct.r&l -h&pi'( o6 the co.'tr/’- eco'o1ic&l de5elop1e't, I' 6&ct2 the 'e)-p&per
i'd.-tr/ o6 &'/ co.'tr/ 6or th&t 1&tter -pre&d- 3'o)led(e &'d &)&re'e-- &1o'(-t the
people 0/ prop&(&ti'( it-el6 &- & 1edi.1 6or & )ide &re& o6 topic- -.ch &- politic-2 -port-2
-oci&l i--.e-2 1edici'e2 e'tert&i'1e't2 &d5erti-i'( &'d 1&r3eti'( &'d -o o', The-e
6&ctio'- (el 0et)ee' e&ch other o' p&per to rope i' pro-perit/ 6or & co.'tr/ 0/ c&-hi'( i'
eco'o1icpro-perit/,
N*C"979*% I+(1"#%& !+ I+(!7
Ne)-p&per- -h&pe the '&tio' &'d it hold- tr.e 6or I'di& &- )ell, E5e'
0e6ore I'di& (ot i'depe'de'ce2 'e)-p&per- pl&/ed & 1&jor role i' -pre&di'( the i--.e o6
i'depe'de'ce, Tod&/2 I'di& h&- o5er 899 0i( 'e)-p&per-2 0e-ide- h.'dred- o6 1edi.1
&'d -1&llE-iHed o'e-, A'd the '.10er i- i'cre&-i'( &l1o-t e5er/d&/ &- e4i-ti'(
'e)-p&per- 0ri'( o.t 'e) editio'- &p&rt 6ro1 'e) pl&/er- joi'i'( the 0&'d)&(o', #ore
rece'tl/2 #etro I'ter'&tio'&l2 S)ede' i- i' t&l3- )ith ABP (ro.p to l&.'ch their d&il/
P#etro’ i' I'di&, The 'e(oti&tio'- &re o' &'d 5er/ -oo' the de&l )o.ld 0e do'e,
Si1il&rl/2 U" 0&-ed A--oci&ted Ne)-p&per- &'d I'di& Tod&/ Gro.p h&5e e'tered i'to &
joi't 5e't.re to l&.'ch the PD&il/ #&il’ i' I'di&, !ith -.ch i'ter'&tio'&l 'e)-p&per-
6or&/i'( i'to the I'di&' 1&r3et2 the 6.t.re o6 the 'e)-p&per i'd.-tr/ &t l&r(e2 loo3-
pro1i-i'(, Little do.0t the' th&t I6r& i- -et to hold it- pop.l&r e5e't I6r&E4po 6or the 6ir-t
ti1e i' I'di&,
There )&- & ti1e )he' -elect (ro.p o6 'e)-p&per- )ere r.li'( & p&rtic.l&r re(io'
&'d the/ &ll )ere -el6Eco't&i'ed &'d did 'ot )i-h to 6or&/ i'to other re(io'-, >or
e4&1ple2 *i'd.-t&' Ti1e- )&- co'6i'ed to Delhi re(io'2 The *i'd. i' Che''&i re(io'2
)hile Tri0.'e )&- dedic&ted to A10&l& l&ter Ch&'di(&rh$2 A'&'d&0&H&r P&tri3& )&-
co'6i'ed i' !e-t Be'(&l &'d Bh&-3&r i' G.j&r&t &'d -o o',
The I'di&' E4pre-- (ro.p l&.'ched it- #&r&thi d&il/ PLo3-&tt&’ i' B&'(&lore &'d
*/der&0&d, Decc&' Chro'icle *oldi'(- Ltd l&.'ched the Che''&i editio' o6 Decc&'
Chro'icle &'d the/ &re 'o) pl&''i'( to 0ri'( o.t & B&'(&lore editio' &- )ell, *T #edi&
Ltd l&.'ched & 'e) editio' i' "ol3&t& &'d l&tel/ i' #.10&i, The/ &l-o rel&.'ched *T
Ne4t2 t&r(eted &t -t.de't- o6 &(e (ro.p :; to :B /e&r- )ith it- 'e) c&1p&i(' PI &1 'e4t’,
B.-i'e-- 'e)-p&per- h&5e &l-o 0r&'ched i'to 'e) editio'- i' 'e)er
territorie-, >i'&'ci&l E4pre--2 the 0.-i'e-- d&il/2 l&.'ched it- P.'e editio' )hile B.-i'e--
St&'d&rd l&.'ched it- Bh.0&'e-h)&r editio', A'other 0.-i'e-- 'e)-p&per ;9 p&(e-
colo.r &'d @ p&(e- 0l&c3E&'d)hite$ l&.'ched )&- P#i't’ 6ro1 the *i'd.-t&' Ti1e-
(ro.p i' Delhi &'d #.10&i, A6ter the-e t)o citie-2 *T #edi& pl&'- to l&.'ch #i't i'
"ol3&t& &'d Ch&'di(&rh2 (i5i'( co1petitio' to Eco'o1ic Ti1e- 6ro1 Ti1e- o6 I'di&
(ro.p, DNA #o'e/ l&.'ched it- Ah1ed&0&d editio' 6or the G.j&r&ti 0.-i'e--1e' &'d
&l-o & -t&'dE&lo'e #.10&i editio'2 e5e' tho.(h it co'ti'.e- to 0e &5&il&0le &- &
-.pple1e't &lo'( )ith the 1&i' p&per PDNA’ i' #.10&i, DNA #o'e/ i- pl&''i'( to
0ri'( o.t it- ?&ip.r editio' &- )ell, The Ti1e- Gro.p h&- l&.'ched & G.j&r&ti l&'(.&(e
editio' o6 The Eco'o1icTi1e-,
It’- re&ll/ -.rpri-i'( th&t ho) 6ierce co1petitor- joi' h&'d- to 6or1 'e) -tr&te(ie-
E 6ir-t it )&- i' collecti5e 1&r3eti'( c&1p&i('- &'d 'o) & joi't 'e)-p&per &- )ell, A- &
'e) 1&r3eti'( &lli&'ce2 B.-i'e-- St&'d&rd h&- tied .p )ith De-h P&rde- Ni A&j"&&l2 &
G.j&r&ti e5e'i'( 'e)-p&per2 6or &d5erti-i'( co10i'&tio', Thi- -tep h&- 0ee' t&3e' to
(ro) the circ.l&tio' o6 B.-i'e-- St&'d&rd i' S&.r&-htr& &'d ".tch re(io'-,
RECENT ISSUES IN NEWSPAPER INDUSTRY
?
The print media industry is saying it is not as bullish as it was last year
*i'd.-t&' Ti1e- &'d Ti1e- o6 I'di& joi'tl/ l&.'ched & 'e)-p&per P#etro No)2’ &
1or'i'( t&0loid t&r(eted &t the &(e (ro.p o6 :<E89 /e&r-, #etro No) i- p.0li-hed 0/
#etropolit&' #edi&G & A9KA9 joi't 5e't.re 0et)ee' *T #edi& &'d The Ti1e- o6 I'di&
(ro.p, E5e' tho.(h the t&0loid- h&5e 'ot 0ee' 5er/ -.cce--6.l i' the p&-t2 -peci&ll/ i'
Delhi2 0.t thi- 1&r3et i- 'o) -et to e4perie'ce )orldEcl&-- ch&'(e- &- three 1&jor
t&0loid- &re li'ed .p 6or Delhi re(io' &lo'e E 6ir-t it )&- #etro No) &'d rece'tl/ #id
D&/ (ro.p h&- rel&.'ched it- &6ter'oo' t&0loid P#id D&/ Delhi’ o' the -&1e co'te't
li'e- &- P#id D&/ #.10&i,’ Both the 'e)-p&per- &re t&r(eted &t the /o.'( re&der- )ho
&re re(.l&rl/ o' the 1o5e, Be-ide-2 the Ti1e- o6 I'di& (ro.p i- -et to l&.'ch B&'(&lore
#irror2 &'other t&0loid 6or the IT cit/ B&'(&lore, I' ter1- o6 &dopti'( 'e) tech'olo(ie-2
the 'e)-p&per- h&5e re&liHed th&t c.-to1er i- the 3i'( &'d &1id-t -o 1&'/ choice-2
re&der- )o.ld (o 6or 'e)-p&per- th&t &re 1ore re&derE-peci6ic2 co'te'tErich &'d (i5e
5&l.e 6or 1o'e/, The 0l&c3&'dE )hite tech'olo(/ i- 0eco1i'( p&--Q )hether it i- &
1o0ile pho'e or & 'e)-p&per, Tod&/2 re&der- pre6er &llEcolo.r editio'- &'d 1ore &'d
1ore 'e)-p&per- h&5e co1e o.t )ith &llEcolo.r editio'-, Thi- h&- 'ece--it&ted the
'e)-p&per p.0li-her- to opt 6or CtP tech'olo(/2 )hich 0/ de6&.lt h&- i1pro5ed the pri't
7.&lit/ &'d red.ced the )&-te perce't&(e, Be-ide-2 the 'e)-p&per- &re &l-o (oi'( i' 6or
1&3eo5er o6 their p.0lic&tio'-2 i' ter1- o6 l&/o.t2 6o't &'d -o1eti1e- e5e' 1&-the&d,
>or thi-2 the/ &re -pe'di'( -.0-t&'ti&l 1o'e/ &'d &re e5e' t&3i'( help o6 i'ter'&tio'&l
de-i('er-, The c.tEo66 -iHe A@B 11 i- pre6erred o5er A=< 112 )hich h&- re-.lted i'
-&5i'(- i' 'e)-pri't co-t, The price o6 the 'e)-p&per- &l-o d)i'dled &'d -o1e
'e)-p&per- e5e' )e't to the e4te't o6 o66eri'( their 'e)-p&per &t Re : o'l/, The 'e)l/
l&.'ched #etro No) 'e)-p&per i- &l-o o66ered 6or & co5er price o6 Re : o'l/ &'d
pro5ide- @9 p&(e- i' colo.r &'d < i' 0l&c3E&'dE)hite,
Top 'e)-p&per- i' I'di& &re 'o) opti'( 6or hi(hE-peed )e0 pre--e- li3e
th&t o6 Go--2 #AN Rol&'d2 #it-.0i-hi &'d 1&ilroo1 -/-te1- 6ro1 >er&( &'d #.ller
#&rti'i, *o)e5er2 the 1&jorit/ o6 'e)-p&per- &re co'ti'.i'( their prod.ctio' o'
i'di(e'o.-l/ prod.ced e7.ip1e't, !ith thi- i1pre--i5e (ro)th i' the i'd.-tr/2 it i- hi(h
ti1e th&t the hi(he'd 1&'.6&ct.rer- 6ro1 de5eloped co.'trie- 1&/ e'ter i'to I'di& either
i' coll&0or&tio' )ith loc&l 1&'.6&ct.rer- or i'depe'de'tl/ to t&p the (ro)i'( de1&'d,
I'6&ct2 & little 0ird h&- i'6or1ed th&t & le&di'( 6orei(' 1&'.6&ct.rer i- i' t&l3- )ith &
loc&l )e0 pre-- 1&'.6&ct.rer to joi'tl/ -et .p & 'e) 1&'.6&ct.ri'( 6&cilit/ i' I'di&, It
)o.ld i'deed 0e & 1&jor -tep i' thi- i'd.-tr/ &'d the e66ect )o.ld 0e 6or &ll o6 .- to -ee,
F.&lit/ h&- 0eco1e &' i1port&'t 6&ctor i' the i'd.-tr/ &'d I'di&' 'e)-p&per- &re
co'ti'.o.-l/ i'5e-ti'( i' 7.&lit/ co'trol e7.ip1e't-, The de1&'d 6or &.to1&tic
? Newsprint prices have increased 50% in the last 6 months
? Indian Newspaper Society has advised its member-publications to reduce their
newsprint consumption by 20%
? To tide over the crisis INS members are pressing !or a "0% increase in
government advertising rates
? Newspapers may see a #0% drop in ad volume
re(i-tr&tio' co'trol -/-te1- h&- i'cre&-ed to the e4te't th&t le&di'( 1&'.6&ct.rer FI
Pre-- Co'trol- i- pl&''i'( to co1e .p )ith 1&'.6&ct.ri'( &cti5itie- i' I'di&,
2.2 COMPANY PROFILE
The Ne) I'di&' E4pre-- i- & 'e)-p&per )ith it- he&d o66ice 0&-ed i' Che''&i i'
-o.th I'di&, It )&- -t&rted i' :C8; &- the I'di&' E4pre--2 .'der the o)'er-hip o6
Che''&iE0&-ed Ver&dh&r&j.l. N&id., I' :CC:2 6ollo)i'( the de&th o6 the the' o)'er
R&1'&th Goe'3&2 the Goe'3&I- 6&1il/ -plit the (ro.p i'to t)o -ep&r&te co1p&'ie-, The
'orther' editio'-2 he&d7.&rtered i' #.10&i2 ret&i'ed &'d re'&1ed I'di&' E4pre-- i'to
The I'di&' E4pre-- title2 )hile the -o.ther' editio'- 0ec&1e The Ne) I'di&' E4pre--,
The t)o 'e)-p&per- .-ed to -h&re &rticle- till e&rl/ ;99<2 0.t the/ &re 'o) 5er/ 1.ch
di66ere't corpor&te e'titie-, The 'e)-p&per i- 3'o)' 6or it- i'trepid &'d &'tiE
e-t&0li-h1e't to'e,
E4pre-- Net)or3 Pri5&te Li1ited )&- i'corpor&ted o' :8,<,CC .'der the I'di&'
Co1p&'ie- Act2 :CAB, The co1p&'/ )&- pro1oted 0/ The Ne) I'di&' E4pre-- Gro.p,
The o0ject- o6 the co1p&'/ i'cl.de2 &1o'( other thi'(-2 c&rr/i'( o' the 0.-i'e--
o6 'et)or3 &'d -o6t)&re,
E4pre-- Net)or3 Pri5&te Li1ited &'d E4pre-- P.0lic&tio'- #&d.r&i$ Ltd,2 co1e
.'der The Ne) I'di&' E4pre-- Gro.p o6 Co1p&'ie-, The 1&jor or(&'i-&tio' i' the
Gro.p i- E4pre-- P.0lic&tio'- #&d.r&i$ Li1itedG it 0ri'(- o.t the pre-ti(io.- E'(li-h
l&'(.&(e 'e)-p&per The Ne) I'di&' E4pre-- 6ro1 ;: ce'tre- -pre&d o5er the 6o.r
-o.ther' -t&te- o6 T&1il N&d.2 "&r'&t&3&2 A'dhr& Pr&de-h2 "er&l&2 &'d &l-o Ori--&,
E4pre-- P.0lic&tio'- #&d.r&i$ Ltd i- &l-o the p.0li-her o6 t)o 5er'&c.l&r
'e)-p&per-, The-e &re Di'&1&'i i' T&1il &'d "&''&d& Pr&0h& i' "&''&d&, The Gro.p
&l-o p.0li-he- the 6ollo)i'( 1&(&Hi'e-K Ci'e1& E4pre-- T&1il$2 #&l&/&l&1 V&&ri3&
#&l&/&l&1$ &'d T&1il&' E4pre-- T&1il$,
E4pre-- P.0lic&tio'- #&d.r&i$ Li1ited 2 6or1erl/ I'di&' E4pre-- #&d.r&i$
Li1ited$ )&- i'corpor&ted o' ::th April :CAC .'der the I'di&' Co1p&'ie- Act2 :CAB &'d
h&- it- Re(i-tered O66ice &t E4pre-- G&rde'2 ;C Seco'd #&i' Ro&d2 A10&tt.r I'd.-tri&l
E-t&te2 Che''&i B99 9A<,
E4pre-- #&d.r&i$ Gro.p i- &' i'depe'de't Gro.p2 P.0li-hi'( Ne)-p&per- &'d
Periodic&l- i' the St&te- o6 T&1il N&d.2 A'dhr& Pr&de-h2 "&r'&t&3&2 "er&l&2 Ori--& &'d
U'io' Territorie- o6 Po'dicherr/2 A'd&1&' &'d Nico0&r I-l&'d-2 E'&1 &'d L&3-hd)eep,
The Co1p&'/I- p.0lic&tio'- i'cl.de D&ilie- 5iH,
• The Ne) I'di&' E4pre-- i' E'(li-h the -o.ther' editio'- o6 The I'di&' E4pre--
re'&1ed &- JThe Ne) I'di&' E4pre--J2 e66ecti5e 6ro1 ;<E:;EC<$2
• Di'&1&'i i' T&1il2
• "&''&d& Pr&0h& i' "&''&d&,
H!"#$%&
I'di&' E4pre-- )&- -t&rted i' :C8; &t Che''&i 0/ &' A/.r5edic doctor &'d I'di&'
N&tio'&l Co'(re-- 1e10er V&r&d&r&j.l. N&id.2 p.0li-hi'( 6ro1 hi- “T&1il N&d.% pre--,
B.t -oo' .'der 6i'&'ci&l di66ic.ltie-2 he -old it to S S&d&'&'d2 6o.'der o6 the The >ree
Pre-- ?o.r'&l2 &'other E'(li-h 'e)- p&per,
I' :C882 The I'di&' E4pre-- ope'ed it- -eco'd o66ice i' #&d.r&i &'d l&.'ched the
T&1il editio' Di'&1&'i, S&d&'&'d i'trod.ced -e5er&l i''o5&tio'- &'d red.ced the price2
0.t )&- l&ter 6orced to -ell p&rt o6 the -t&3e i' 6or1 o6 co'5erti0le de0e't.re- to R&1'&th
Goe'3& d.e to 6i'&'ci&l di66ic.ltie-, L&ter2 )he' hi- The >ree Pre-- ?o.r'&l 6.rther )e't
i'to 6i'&'ci&l cr.'ch i' :C8A2 S&d&'&'d lo-t the o)'er-hip o6 I'di&' E4pre-- &6ter & lo'(
co'tro5er-i&l co.rt 0&ttle )ith Goe'3&2 )here 0lo)- )ere e4ch&'(ed 0et)ee' -o1e o6
the p&rtie-, >i'&ll/2 & /e&r l&ter2 Goe'3& 0o.(ht the re-t o6 the ;B per ce't -t&3e 6ro1
S&d&'&'d2 &'d the p&per c&1e .'der Goe'3&I- co'trol )ho too3 the &lre&d/ &'tiE
e-t&0li-h1e't to'e o6 the p&per to (re&ter hei(ht-, Al-o &t th&t ti1e it h&d to 6&ce -ti66
co1petitio' 6ro1 & )ell e-t&0li-hed The *i'd. &'d the #&il 0e-ide- other pro1i'e't
'e)-p&per-, I' l&te :C89- the circ.l&tio' )&- 'o 1ore th&' ;999
I' :C8C it &l-o 0o.(ht o.t A'dhr& Pr&0h&2 &'other pro1i'e't Tel.(. D&il/, L&ter
it (&i'ed the '&1e Three #.-3eteer- 6or the three d&ilie-, I' :C@9 the )hole pre1i-e-
)ere (.tted 0/ 6ire, The *i'd.2 it- ri5&l2 helped co'-ider&0l/ i' reEl&.'chi'( the p&per2
0/ (etti'( it pri'ted te1por&ril/ &t o'e o6 it- S)&de-i1ithr&'’- pre-- &'d l&ter o66eri'( it-
rece'tl/ 5&c&ted pre1i-e- &t ;2 #o.'t Ro&d l&ter to 0eco1e the l&'d1&r3 E4pre--
E-t&te-,
Thi- reloc&tio' &l-o helped the E4pre-- o0t&i' 0etter hi(h -peed pri'ti'(
1&chi'e-2 )hile -o1e cl&i1ed the Goe'3& h&d deli0er&tel/ -et 6ire to e-c&pe 6i'&'ci&l
e10&rr&--1e't,
I' l&ter /e&r-2 Goe'3& -t&rted the #.10&i editio' )ith the l&'d1&r3 E4pre--
To)er- &- hi- o66ice )he' the #or'i'( St&'d&rd )&- 0o.(ht 0/ hi1 i' :C@@, T)o /e&r-
l&ter to 0eco1e it 0ec&1e the #.10&i editio' o6 The I'di&' E4pre--, L&ter o'2 editio'-
)ere -t&rted i' -e5er&l citie- li3e #&d.r&i :CA=$2 B&'(&lore :CBA$ &'d Ah1ed&0&d
:CB<$, The >i'&'ci&l E4pre-- )&- l&.'ched i' :CB: 6ro1 #.10&i2 "&''&d& Pr&0h&
"&''&d& D&il/$ 6ro1 B&'(&lore i' :CBA &'d & B&'(&lore editio' o6 the Tel.(. D&il/
A'dhr& Pr&0h&2 &'d G.j&r&ti d&ilie- Lo3 S&tt& &'d ?&'-&tt& i' :CA;2 6ro1 Ah1ed&0&d
&'d B&rod&,
The Delhi editio' -t&rted )&- )he' the Tej (ro.pI- I'di&' Ne)- Chro'icle )&-
&c7.ired i' :CA:2 )hich 6ro1 :CA8 0ec&1e the Delhi editio' o6 I'di&' E4pre--, I' :CC9
it 0o.(ht the Sterli'( (ro.p o6 1&(&Hi'e-2 &'d &lo'( )ith it the Ge'tle1&' 1&(&Hi'e,
A6ter Goe'3&I- de1i-e i' :CC:2 t)o o6 the 6&1il/ 1e10er- -plit the (ro.p i'to
I'di&' E4pre-- #.10&i )ith &ll the North I'di&' editio'-2 )hile the So.ther' editio'-
)ere (ro.ped &- E4pre-- #&d.r&i Ltd )ith Che''&i &- he&d7.&rter-,
The Ne) I'di&' E4pre-- d&il/ i- p.0li-hed 6ro1 the 6ollo)i'( citie-K
• B&'(&lore
• Bel(&.1
• Bh.0&'e-)&r
• Che''&i
• Coi10&tore
• */der&0&d
• "ochi
• "oHhi3ode
• #&d.r&i
• Shi1o(&
• Thir.5&'&'th&p.r&1
• Tir.ch/
• Vij&/&)&d&
• Vi-&3h&p&t'&1,
E4pre-- Net)or3 Pri5&te Li1ited i- -.0-idi&r/ co1p&'/ o6 E4pre-- P.0lic&tio'-
#&d.r&i$ Li1ited, It h&- 0ee' (r&'ted lice'ce 0/ E4pre-- P.0lic&tio'- #&d.r&i$ Ltd, to
.-e the .'der 1e'tio'ed )e0-ite- re(i-tered i' it- '&1eK
))),i'di&5&rt&,co1
))),'e)i'dpre--,co1
))),di'&1&'i,co1
))),3&''&d&pr&0h&,co1
))),&'dhr&pr&0h&,co1
))),&p)ee3l/,co1
))),ci'e1&e4pre--,co1
))),1&l&/&l&15&ri3h&,co1
))),t&1il&'e4pre--,co1
PLANT LOCATION
2.2.1 PRODUCT PROFILE
The Co1p&'/I- p.0lic&tio'- i'cl.de D&ilie- 5iH,
• The Ne) I'di&' E4pre-- i' E'(li-h the -o.ther' editio'- o6 The I'di&' E4pre--
re'&1ed &- JThe Ne) I'di&' E4pre--J2 e66ecti5e 6ro1 ;<E:;EC<$2
• Di'&1&'i i' T&1il2
• "&''&d& Pr&0h& i' "&''&d&,
I' &ditio' to d&ilie-2 the co1p&'/ &l-o 0ri'(- o.t 1&(&Hi'e-,
• Ci'e1& E4pre-- T&1il$
• #&l&/&l&1 V&&ri3& #&l&/&l&1$
• T&1il&' E4pre-- T&1il$,
It- 5&rio.- -.pple1e't-2 )hich &ppe&r o' & )ee3l/ or 6ort'i(htl/ 0&-i-2 i'cl.de
• The 'e) S.'d&/ e4pre-- S.'d&/$
• i,)it'e-- &'d i,)it'e-- ; S.'d&/ 1&(&Hi'e-$
• Deit(ei-t S&t.rd&/$
• I'd.l(e >rid&/$
• E4pre--o d&il/EChe''&i$
• Cit/ e4pre--
CHAPTER 3 LITERATURE SUR-EY
3.1.CONCEPTUAL AND THEORETICAL RE-IEW
A()*%#!"!+, P*%4*9#!$+ S1%)*& EF9*%#"
D*'!+!#!$+ Ad5erti-i'( Perceptio' S.r5e/ E I' the co'te4t o6 liti(&tio'2 &' &d5erti-i'(
perceptio' -.r5e/ i- & -t.d/ co11i--io'ed 0/ & ch&lle'(er -ee3i'( to -ho) th&t &
co1petitorI- &d5erti-i'( co't&i'- i1plied 1e--&(e- th&t &re 6&l-e or 1i-le&di'(,
W07# A()*%#!"*%" T0!+D
The l&r(e-t 1.ltiEclie't -t.d/ o6 1edi& deci-io' 1&3er- i' the )orld2 The
Ad5erti-er I'telli(e'ce Report- AIR$ pro5ide- 1edi& e4ec.ti5e- )ith the pl&'- &'d
opi'io'- o6 1ore th&' :2A99 &d5erti-i'( deci-io'E1&3er- &(e'c/ &'d 1&r3eter$2 0/
1edi& deci-io' 1&3i'( re-po'-i0ilit/2 &cro-- t)el5e 1&jor &d5erti-i'( c&te(orie-2 &0o.t
1ore th&' 899 le&di'( o'li'e2 pri't &'d tele5i-io' 1edi& 0r&'d-,
"e/ #e&-.re- &'d Tre'd- 0/ le&di'( O'li'e #edi& Br&'d-2 #&(&Hi'e-2 N&tio'&l
Ne)-p&per- &'d Tele5i-io' Net)or3- i'cl.deK
• Ad5erti-i'( Co'-ider&tio'
• Ad5erti-i'( Pl&'-
• #edi& Selectio' Criteri&
• Perceptio'- o6 #edi& Br&'d- 0/ Selectio' Criteri&
• Perceptio'- o6 #&r3eti'( E66ecti5e'e--
• Perceptio'- o6 S&le- Co5er&(e
• Perceptio'- o6 S&le-people
• Ad5erti-er S&ti-6&ctio'
• Pl&'- to I'cre&-e2 Decre&-e &'d #&i't&i' Ad Spe'di'(
M*7"1%*( A()*%#!"!+, C7#*,$%!*" I+4;1(*
• E'tert&i'1e't
• >i'&'ce
• *o1e >.r'i-hi'(- &'d Appli&'ce-
• Li7.or2 Beer &'d !i'e
• Ph&r1&ce.tic&l- &'d *e<h C&re
• Ret&il
• Tech'olo(/ &'d Co'-.1er Electro'ic-
• Toiletrie- &'d Co-1etic- Be&.t/$
A()*%#!"*% P*%4*9#!$+" O9#!6!"6 ($C+ '$% 2BB8
The 6orec&-t- predicti'( &' .p-)i'( i' o'li'e &d5erti-i'( &'d &' i'cre&-e i'
0.d(et- 1&/ h&5e 0ee' & 0it o662 &t le&-t 6or the 6ir-t -i4 1o'th- o6 ;99<, Accordi'( to the
1o-t rece't Ad5erti-er Perceptio'- -.r5e/2 &d5erti-i'( e4ec.ti5e- h&5e do.0t- &0o.t the
o'li'e -pe'd i'cre&-i'( &t hi(h r&te- thi- /e&r,
The -.r5e/ 6o.'d th&t =BR o6 &d5erti-i'( e4ec.ti5e- 'ot 6eel th&t o'li'e &d
0.d(et- )ill i'cre&-eG & decre&-e o6 8R o5er the l&-t -.r5e/, A0o.t ;:R o6 e4ec.ti5e-
6eel 0.d(et- )ill -t&/ the -&1e,
O'li'e 0.d(et- &re'It the o'l/ o'e- to -.66er, Accordi'( to the -.r5e/ :BR o6
&d5erti-i'( e4ec.ti5e- &'d 1edi& 0./er- e4pect the -h&re o6 r&dio &d5erti-i'( to i'cre&-eG
i' the -pri'( o6 ;99= ;BR o6 1&r3eter- e4pected r&dioI- &d 0.d(et to i'cre&-e,
Bro&dc&-t tele5i-io' h&- &l-o -ee' & decre&-e, O'l/ ;;R o6 e4ec.ti5e- e4pect
0.d(et- to i'cre&-e i' the 0ro&dc&-t &re'& co1p&red to ;CR i' -pri'( I9=,
#&(&Hi'e- &'d 'e)-p&per 0.d(et- &re &l-o e4pecti'( & decli'e ;@R &'d 8=R
re-pecti5el/$, O.tdoor &d5erti-i'( 0.d(et- co.ld -ee & ;;R decli'e, #e&')hile 1o0ile i-
&l-o e4pected to -lide & 0it2 6ro1 AAR e4pecti'( &' i'cre&-e to @<R,
PERCEPTION
>red l.th&'- opi'e-2 “Perceptio' i- &' i1port&'t 1edit&ti'( co('iti5e proce--
thro.(h )hich per-o' 1&3e i'terpret&tio'- o6 the -ti1.l.- or -it.&tio' the/ &re 6&ced
)ith,%
Stephe', P, Ro00i'- de6i'e- perceptio' &- “& proce-- 0/ )hich i'di5id.&l-
or(&'iHe &'d i'terpret their -e'-or/ i1pre--io'- i' order to (i5e 1e&'i'( to the
e'5iro'1e't,%
Perceptio' i- the proce-- thro.(h )hich i'6or1&tio' 6ro1 the o.t-ide
e'5iro'1e't i- -elected2 recei5ed2 or(&'iHed2 &'d i'terpreted to 1&3e it 1e&'i'(6.l to
/o., Perceptio' re6er- to i'terpret&tio' o6 -e'-or/, I' other )or3- -e'-&tio' i'5ol5e-
.'der-t&'di'( )h&t the -ti1.l.- 1e&'-,
C07%74#*%!"#!4" $' #0* 9*%4*!)*%
The ch&r&cteri-tic- o6 the percei5er i'cl.de -.ch 6&ctor- -.ch &- 'eed-2 5&l.e-2
e4perie'ce &'d &ttit.de-, A per-o'- 'eed-2 h&0it-2 i1p&ct- o6 p&-t e4perie'ce ethic- &'d
per-o'&lit/ &ll i'6l.e'ce the percept.&l proce--,
C07%74#*%!"#!4" $' #0* 9*%4*!)*(
It 1&/ de6/ lo(ic &'d o0jecti5it/ 0.t perceptio' &0o.t other- &re i'6l.e'ced 0/
their ph/-ic&l ch&r&cteri-tic- -.ch &- &ppe&r&'ce2 6&ci&l e4pre--io'2 &(e2 (e'der2 1&''er
o6 co11.'ic&tio' &- )ell &- per-o'&lit/ tr&it- &'d other 6or1- o6 0eh&5ior,
E(, !he' )e -ee per-o'- to 0e &--erti5e &'d co'6ide't )e &--.1e hi1 to 0e &'
e4ec.ti5e or le&der,
P*%4*9#17; S*;*4#!)!#&
Percept.&l -electi5it/ re6er- to the te'de'c/ to -elect cert&i' o0ject- 6ro1 the
e'5iro'1e't 6or &tte'tio' -.ch th&t the-e o0ject- &re co'-i-te't )ith o.r e4i-ti'( 0elie6-2
5&l.e- &'d 'eed-,
A()*%#!"*6*+#
D*'!+!#!$+
“A'/ p&id 6or1 o6 'o' per-o'&l pre-e't&tio' &'d pro1otio' o6 (ood- -er5ice- or
ide&- 0/ &' ide'ti6ied% L A#A
AD-ERTISER
A()*%#!"!+, i- & 6or1 o6 co11.'ic&tio' .-ed to help -ell prod.ct- &'d -er5ice-,
T/pic&ll/ it co11.'ic&te- & 1e--&(e i'cl.di'( the '&1e o6 the prod.ct or -er5ice &'d
ho) th&t prod.ct or -er5ice co.ld pote'ti&ll/ 0e'e6it the co'-.1er,
GA()*%#!"*%H 1e&'- & per-o'2 6ir1 or co1p&'/ )ho-e prod.ct-2 (ood- or
-er5ice- &re the -.0ject 1&tter o6 the Ad5erti-e1e't, The 1&'.6&ct.rer2 Ser5ice
Co1p&'/2 ret&iler2 or -.pplier )ho &d5erti-e- their prod.ct or -er5ice,
The &d5erti-er i- co11o'l/ i'terpreted &- & co11erci&l or(&'iH&tio' )hich h&- the
p&r&1o.'t o0jecti5e o6 1&3i'( pro6it- o.t o6 it- 0.-i'e-- &cti5itie-, Pro6it- &re .-.&ll/
(e'er&ted thro.(h 1&r3eti'( or tr&di'( &cti5it/2 &p&rt c&-e2 1&r3eti'( h&- & role to pl&/
&- the /ield 6or i'5e-t1e't- i' other co1p&'ie- &'d &--et- )ill2 i' t.r' depe'd o' the
1&r3eti'( &cti5it/ o6 the l&tter, The co11.'ic&tio' lo(ic )ill2 ho)e5er2 &l-o &ppl/ to the
t/pe- o6 &d5erti-er- )hich 1&/ h&5e & -ociet&l or politic&l o0jecti5e, Ad5erti-i'( 6or
6&1il/ pl&''i'(2 ro&d -&6et/ &'d the li3e2 &'d electio' c&1p&i('- &re 'o di66ere't i' thi-
re-pect,
NEWSPAPER AD-ERTISING
The 0.l3 o6 'e)-p&per-I re5e'.e co1e- 6ro1 &d5erti-i'( E the co'tri0.tio' 6ro1
-&le- i- -1&ll 0/ co1p&ri-o', O' &5er&(e2 & 'e)-p&per (e'er&te- <9R o6 it- re5e'.e 6ro1
&d5erti-i'( &'d ;9R 6ro1 -&le-, The portio' o6 the 'e)-p&per th&t i- 'ot &d5erti-i'( i-
c&lled editori&l co'te't2 editori&l 1&tter2 or -i1pl/ editori&l2 <ho.(h the l&-t ter1 i- &l-o
.-ed to re6er -peci6ic&ll/ to tho-e &rticle- i' )hich the 'e)-p&per &'d it- (.e-t )riter-
e4pre-- their opi'io'-,
Ne)-p&per- h&5e 0ee' h.rt 0/ the decli'e o6 1&'/ tr&ditio'&l &d5erti-er-,
Dep&rt1e't -tore- &'d -.per1&r3et- co.ld 0e relied .po' i' the p&-t to 0./ p&(e- o6
'e)-p&per &d5erti-e1e't-2 0.t d.e to i'd.-tr/ co'-olid&tio' &re 1.ch le-- li3el/ to do -o
'o),
S
Additio'&ll/2 'e)-p&per- &re -eei'( tr&ditio'&l &d5erti-er- -hi6t to 'e) 1edi&
pl&t6or1-, The cl&--i6ied c&te(or/ i- -hi6ti'( to -ite- i'cl.di'( Cr&i( li-t2 e1plo/1e't
)e0-ite-2 &'d &.to -ite-, N&tio'&l &d5erti-er- &re -hi6ti'( to 1&'/ t/pe- o6 di(it&l co'te't
i'cl.di'( )e0-ite-2 rich 1edi& pl&t6or1-2 &'d 1o0ile,
I' rece't /e&r-2 the &d5ertori&l e1er(ed, Ad5ertori&l- &re 1o-t co11o'l/
reco('iHed &- &' oppo-iteEeditori&l )hich thirdEp&rtie- p&/ & 6ee to h&5e i'cl.ded i' the
p&per, Ad5ertori&l- co11o'l/ &d5erti-e 'e) prod.ct- or tech'i7.e-,
N*C"979*% #%*+("
Ne)-p&per 6lo.ri-hed 6or dec&de- i' the 6&ce o6 r&dio2 tele5i-io'2 &'d the i'ter'et,
*o)e5er2 &d5&'ce- i' )e0 -/'dic&tio' &'d 'e)- &((re(&tio' o'li'e &re pl&ci'( -erio.-
pre--.re- o' the c.rre't 1odel o6 'e)-p&per di-tri0.tio' &'d &d pl&ce1e't,
N**( '$% A()*%#!"!+,
The 7.e-tio' o6te' &-3ed i-K P)h/ doe- & de5elopi'( co.'tr/ li3e I'di& 'eed
&d5erti-i'(’
Ad5erti-i'( i- & )&/ o6 co11.'ic&ti'( i'6or1&tio' to the co'-.1er i'6or1&tio'
)hich e'&0le- hi1 or her to co1p&re &'d choo-e 6ro1 the prod.ct- &'d -er5ice-
&5&il&0le, Ad5erti-i'( e'&0le- co'-.1er- to e4erci-e their ri(ht o6 6ree choice,
Ad5erti-i'( 0ei'( & 'ece--&r/ 1e&'- o6 co11.'ic&tio' i- &' i'-ep&r&0le p&rt o6
6ree -peech, A'/ re-trictio' o' the ri(ht to reco11e'd le(iti1&te (ood-2 -er5ice- r ide&-
i' p.0lic )ill di1i'i-h the 6.'d&1e't&l ri(ht o6 the 6reedo1 o6 -peech,
Ad5erti-i'( i- the pro1otio' o6 & prod.ct or -er5ice &'d i- e4tre1el/ per5&-i5e i'
co'te1por&r/ -ociet/, To 1&4i1iHe -&le-2 co1p&'ie- )ill p&/ & pre1i.1 6or )ide
e4po-.re thro.(h the 1&-- 1edi&, Ad5erti-i'( -p&ce i- co11o'2 0.t 'ot re-tricted to
the-e re&l1-G 0ill0o&rd-2 p.0lic tr&'-port&tio'2 1o5ie- prod.ct pl&ce1e't$2 -chool-2
clothi'(2 e5e' 0&throo1 -t&ll- c&rr/ &d- &'d the i'd.-tr/ i- co'-t&'tl/ 6i'di'( 'e) )&/-
to &d5erti-e,
NEWSPAPER AD-ERTISING
The 'e)-p&per i- & prod.ct 0or'e o6 'ece--it/2 i'5e'tio'2 the 1iddle cl&--2
de1ocr&c/2 6ree e'terpri-e2 &'d pro6e--io'&l -t&'d&rd-,
PreEhi-tor/ J'e)-p&per-J )ere o'eEtoEo'e i' '&t.re, The e&rlie-t 5&ri&tio' o' &
'e)-p&per )&- & d&il/ -heet p.0li-hed i' AC BC i' Ro1e c&lled Act& Di.r'& D&il/
E5e't-$2 )hich ?.li.- C&e-&r ordered po-ted thro.(ho.t the cit/, The e&rlie-t 3'o)'
pri'ted 'e)-p&per )&- i' Beiji'( i' =@<,
I'A:2 ?oh&''e- GTte'0er( .-e- & pre-- to pri't &' old Ger1&' poe12 &'d t)o
/e&r- l&ter pri't- & @;Eli'e Bi0le EE the -i('i6ic&'ce 0ei'( the 1&-- prod.ctio' o6 pri't
prod.ct-2 .-heri'( i' &' er& o6 'e)-p&per-2 1&(&Hi'e-2 &'d 0oo3-, B/ :A992 the (e'e-i-
o6 & po-t&l -/-te1 c&' 0e -ee' i' >r&'ce2 )hile 0oo3 p.0li-hi'( 0eco1e- pop.l&r
thro.(ho.t E.rope &'d the 6ir-t p&per 1ill c&' 0e 6o.'d E'(l&'d$,
The ri-e o6 the 1iddle cl&-- tr&'-6or1ed 'e)-p&per- i' the :<99-, A pe''/
USU9,9:$ 0./- & Ne) Yor3 'e)-p&per i' :<882 ope'i'( .p the 6ir-t 1&-- 1&r3et 6or
'e)-p&per-, I' :<@=2 the tele(r&ph i- .-ed &- & 0.-i'e-- tool2 tr&'-6or1i'( 6&rE&)&/
-torie-, I' :<=82 &' ill.-tr&ted d&il/ 'e)-p&per c&' 0e -ee' i' Ne) Yor3, I' :<=< the 6ir-t
6.llEp&(e 'e)-p&per &d5erti-e1e't- &ppe&r2 &'d i' :<<9 the 6ir-t photo(r&ph- &re -ee' i'
'e)-p&per-2 .-i'( h&l6to'e-,
!ith the 0&-ic tech'ic&l (ro.'d)or3 6or the 1oder' 'e)-p&per i' pl&ce 0/ the
l&te :Cth ce't.r/2 the -tor/ o6 'e)-p&per- i' the ;9th ce't.r/ )&- &0o.t pro6e--io'&l
de5elop1e't &'d &d&pt&tio' to ch&'(i'( co'-.1er &'d 1edi& 1&r3et-, The -tor/ &l-o
i'5ol5ed &' e5ol5i'( 0.-i'e-- 1odel th&t rode &' e5erE(ro)i'( )&5e o6 1&--E1&r3et
&d5erti-i'(, I'cre&-ed pro6it&0ilit/ &'d hi(her re5e'.e- &ttr&cted p.0licl/ o)'ed
corpor&tio'- i'tere-ted i' 0./i'( 'e)-p&per- 6ro1 de-ce'd&'t- o6 co1p&'/ 6o.'der-2
)hile -i1.lt&'eo.-l/ e4po-i'( 'e)-p&per- to the )hi1- o6 c&-hE &'d pro6itEh.'(r/ -toc3
1&r3et-,
B/ ;9992 'e)-p&per- )ere j.((li'( prioritie-K 6r&(1e't&tio' o6 'e)-
co'-.1ptio'2 6r&(1e't&tio' o6 &d5erti-i'( i'5e-t1e't-2 the &d5&'t&(e- &'d
di-&d5&'t&(e- o6 0ei'( & 1&-- 1edi.12 0&l&'ci'( the )&'t- o6 the 1&r3etpl&ce )ith the
co1p&'/I- d.t/ to pro5ide the 'eed- o6 the 1&r3etpl&ce2 & jo.r'&li-tic 0&c3l&-h &(&i'-t
i'd.-tr/ ch&'(e-2 the -heer ph/-ic&lit/ o6 i'3Eo'Ep&per prod.ctio' &'d di-tri0.tio' 5er-.-
di(it&l di-tri0.tio'2 i'cre&-i'( pro6it pre--.re -.rro.'di'( the core pri't prod.ct2 &'d
e4te'-io' o6 the co1p&'/I- core 0r&'d i'to other pro6it ce'ter-,
A()*%#!"!+, i- & 6or1 o6 co11.'ic&tio' th&t t/pic&ll/ &tte1pt- to per-.&de
pote'ti&l c.-to1er- to p.rch&-e or to co'-.1e 1ore o6 & p&rtic.l&r 0r&'d o6 prod.ct or
-er5ice, #oder' &d5erti-i'( de5eloped )ith the ri-e o6 1&-- prod.ctio' i' the l&te :Cth
&'d e&rl/ ;9th ce't.rie-,
#&'/ &d5erti-e1e't- &re de-i('ed to (e'er&te i'cre&-ed co'-.1ptio' o6 tho-e prod.ct-
&'d -er5ice- thro.(h the cre&tio' &'d rei'5e'tio' o6 the J0r&'d i1&(e%, >or the-e
p.rpo-e-2 &d5erti-e1e't- -o1eti1e- e10ed their per-.&-i5e 1e--&(e )ith 6&ct.&l
i'6or1&tio', E5er/ 1&jor 1edi.1 i- .-ed to deli5er the-e 1e--&(e-2 i'cl.di'( tele5i-io'2
r&dio2 ci'e1&2 1&(&Hi'e-2 'e)-p&per-2 5ideo (&1e-2 the I'ter'et2 c&rrier 0&(-2 0ill0o&rd-
&'d 1&il or po-t, Ad5erti-i'( i- o6te' pl&ced 0/ &' &d5erti-i'( &(e'c/ o' 0eh&l6 o6 &
co1p&'/ or other or(&'iH&tio',
Or(&'iH&tio'- th&t 6re7.e'tl/ -pe'd l&r(e -.1- o6 1o'e/ o' &d5erti-i'( th&t -ell-
)h&t i- 'ot2 -trictl/ -pe&3i'(2 & prod.ct or -er5ice i'cl.de politic&l p&rtie-2 i'tere-t
(ro.p-2 reli(io.- or(&'iH&tio'-2 &'d 1ilit&r/ recr.iter-, No'Epro6it or(&'iH&tio'- &re 'ot
t/pic&l &d5erti-i'( clie't-2 &'d 1&/ rel/ o' 6ree 1ode- o6 per-.&-io'2 -.ch &- p.0lic
-er5ice &''o.'ce1e't-,
#o'e/ -pe't o' &d5erti-i'( h&- i'cre&-ed dr&1&tic&ll/ i' rece't /e&r-, I' ;99=2
-pe'di'( o' &d5erti-i'( h&- 0ee' e-ti1&ted &t o5er U:A9 0illio' i' the U'ited St&te-
&'d
U8<A 0illio' )orld)ide2 &'d the l&tter to e4ceed U@A9 0illio' 0/ ;9:9,
!hile &d5erti-i'( c&' 0e -ee' &- 'ece--&r/ 6or eco'o1ic (ro)th2 it i- 'ot )itho.t
-oci&l co-t-, U'-olicited Co11erci&l E1&il &'d other 6or1- o6 -p&1 h&5e 0eco1e -o
pre5&le't &- to h&5e 0eco1e & 1&jor '.i-&'ce to .-er- o6 the-e -er5ice-2 &- )ell &- 0ei'(
& 6i'&'ci&l 0.rde' o' i'ter'et -er5ice pro5ider-, Ad5erti-i'( i- i'cre&-i'(l/ i'5&di'(
p.0lic -p&ce-2 -.ch &- -chool-2 )hich -o1e critic- &r(.e i- & 6or1 o6 child e4ploit&tio', I'
&dditio'2 &d5erti-i'( 6re7.e'tl/ .tiliHe- p-/cholo(ic&l pre--.re 6or e4&1ple2 &ppe&li'( to
6eeli'(- o6 i'&de7.&c/$ o' the i'te'ded co'-.1er2 )hich 1&/ 0e h&r16.l,
AD-ERTISING IN INDIA
#&'/ &d5erti-e1e't- &re de-i('ed to (e'er&te i'cre&-ed co'-.1ptio' o6 tho-e prod.ct-
&'d -er5ice- thro.(h the cre&tio' &'d rei'5e'tio' o6 the J0r&'d i1&(eJ, >or the-e
p.rpo-e-2 &d5erti-e1e't- -o1eti1e- e10ed their per-.&-i5e 1e--&(e )ith 6&ct.&l
i'6or1&tio', E5er/ 1&jor 1edi.1 i- .-ed to deli5er the-e 1e--&(e-2 i'cl.di'( tele5i-io'2
r&dio2 ci'e1&2 1&(&Hi'e-2 'e)-p&per-2 5ideo (&1e-2 the I'ter'et2 c&rrier 0&(-2 0ill0o&rd-
&'d 1&il or po-t, Ad5erti-i'( i- o6te' pl&ced 0/ &' &d5erti-i'( &(e'c/ o' 0eh&l6 o6 &
co1p&'/ or other or(&'iH&tio',
3.2 LITERATURE RE-IEW
S.NO REFERENCES RELATED LEARNING
: A()*%#!"*% 9*%4*9#!$+ $' #0*
!+#*%+*# 7" 7 67%D*#!+,
4$661+!47#!$+ )*0!4;* C7"*
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"$1%4*
A6ric&' ?o.r'&l o6 #&r3eti'(
#&'&(e1e't Vol, :;$ pp, 9B;E
9BC #&/2 ;99C
A5&il&0le o'li'e
httpKOO))),&c&de1icjo.r'&l-,or
(O&j11
V;99C Ac&de1ic ?o.r'&l-
• The o5erridi'( 6i'di'( o6
the -t.d/ i- th&t the -cope o6 I'ter'et .-&(e
&- & 1edi&
i- &66ected 0/ 1&'&(e1e't-I perceptio'- o6
the e66ecti5e'e--
o6 their )e0-ite- &- 1&r3eti'( tool-,
• The re-e&rcher’- reco11e'd&tio' i' thi-
co'te4t i- th&t
6ir1- -ho.ld de5elop &'d e5&l.&te & )e0E
0&-ed 1ethodolo(/
6or e5&l.&ti'( the e66ecti5e'e-- o6
pro1otio'&l
)e0-ite-
; T0* 912;!4." 9*%4*9#!$+ $'
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S$4!*#&
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A''ie Roth)ell
S$1%4*
The Thi'3i'( Shop
C "e''eth Cre-ce't
Lo'do'
N!; @PS
• Ad5erti-i'( i- e5er/thi'( )ith & '&1e o'
it
• Li6e )itho.t &d5erti-i'( )o.ld 0e d.ll
• Ad5erti-i'( i- &' i'dic&tor o6 0.-i'e--
he<h
• PCle5er’ &d5erti-i'( i- (ood &d5erti-i'(
• Ad5erti-i'( i- &ll Ee10r&ci'( KThe &ll
e10r&ci'( co'cept o6 &d5erti-i'( )&- &
)idel/ held o'e <ho.(h the older
re-po'de't- &'/o'e o5er the &(e o6 ;A$
8 CHILDRENS. PERCEPTION
ON T- AD-ERTISING
A CASE STUDY OF 3
RD
GRADERS IN SWEEDEN
BY #ARIA ERRSON
ULRI"A "OBIN
SOURCEK L.le& .'i5er-it/ o6
tech'olo(/
B&chelor the-i-
#&r3eti'(
Dep&rt1e't o6 0.-i'e--
&d1i'i-tr&tio' &'d -oci&l
-cie'ce-
Di5i-io' o6 i'd.-i&l
1&r3eti'( &'d eEco11erce
• The 6i'di'(- o6 thi- -t.dt/ re5e&l- th&t
childre' &re &66ected 0/ t5
&d5erti-e1e't- &'d 1ore the/ )&tch the
1ore the/ &re &66ected,
• The/ &re hi(hl/ i'6l.e'ced 0/ peer-,
• >.rther1ore2 their 0eh&5io.r to)&rd-
p&re't- &'d pe-ter 1ore &re &l-o &66ected
0/ their 5ie)i'( o6 &d5erti-e1e't-,
• The 1o-t 1e1or&0le co11erci&l
&d5erti-e1e't- 6or the childre' &ppe&r-
to 0e the o'e- .-i'( h.1o.r- &'d
cele0ritie-, >.rther1ore childre' &0ilit/
to di-ti'(.i-h 0et)ee' re&lit/ &'d 6ictio'
i- po--i0le 6or thi- &(e (ro.p,
@ B%7+( P*%4*9#!$+ I B%7+(
E:1!#& $' B72& A44*""$%&
P%$(14#" !+ W$%D!+, M$6".
• )or3i'( 1o1- )ho )ere .-i'( di66ere'ce-
0r&'d )o.ld 0e
percei5ed their 0r&'d )ith di66ere'ce )&/-,
P*%"9*4#!)*
2&
Ph.-it !o'(lor-&icho'W &'d
P&itoo' S&th&i'r&p&0&/.t
"$1%4*
International Review of
Business Research Papers
Vol. 4 No.1 January 2008
Pp.8!"#!
• !or3i'( 1o1 )ho )ere .-i'( Pi(eo'
percei5ed th&t Pi(eo' )&- i''o5&ti'(2 A5e't
)&- 1oder'iHi'( &'d Chicco )&- -&6et/ 6or
their 0&0ie-,
• The-e re-.lt- )ere 0&-ed o' 1&r3eti'(
co11.'ic&tio' pro(r&1- th&t h&5e 0ee'
i1ple1e'ti'( 6ro1 e&ch 0r&'d i'
order to cre&te their 0r&'d ch&r&cteri-tic &'d
0r&'d di66ere'ti&tio' 6ro1 other
pl&/er-,
A CORPORATE BRAND
IMAGE ANTECEDENTSJ
MEDIATING ROLE AND
IMPACT ON
STAKEHOLDERS
EXPECTATION
2&
Pr&th&0 o0.r&i
YLR 1oorthi
Che) 3o3 )&i
#ich&el j 0&3er
S$1%4*
INDIAN INSTITUTE O>
#ANAGE#ENT2
A*#EDABAD
• Corpor&te 0r&'d i1&(e i- i1p&cted 1o-t
0/ the 0r&'d &)&re'e-- co'-tr.ct
(e'er&l e4pect&tio' co'-tr.ct h&5e le--
i1p&ct
• Corpor&te 0r&'d i1&(e o' it- o)' i- &
-i('i6ic&'t predictor o6 -peci6ic
e4pect&tio'-
• Corpor&te 0r&'d i1&(e 1edi&te- the 0e-t
o6 0r&'d &)&re'e--
B A1"#%7;!7+ 7+(
T7!C7+*"* A()*%#!"*%E"
P*%4*9#!$+" $' I+#*%+*#
M7%D*#!+,
• !ith the I'ter'et 0ei'( & rel&ti5el/ 'e)
co11.'ic&tio' 1edi.12 the perceptio'-
o6 &d5erti-i'( &(e'cie- o' the .-e &'d
6.t.re o6 I'ter'et 1&r3eti'( h&-
i1port&'t i1plic&tio'- 6or co1p&'ie-
S$1%4*
U'i5er-it/ o6 Ne) So.th
!&le-
.-i'( the-e &(e'cie- to de5elop their
&d5erti-i'( -tr&te(ie-,
• Thi- re-e&rch i'5e-ti(&te- the perceptio'
o6 &d5erti-er- to)&rd- the .-e o6 the
I'ter'et &- & co11.'ic&tio' 1edi.1
=
Newspapers and Their Online
Editions:
Factors that Influence
Successful Integration
2&
Bo''ie Bre--er- &'d Ro0ert
#eed-
• Bec&.-e o6 the i'here't c.lt.r&l
di66ere'ce- 0et)ee' tr&ditio'&l
'e)-p&per -t&66 &'d o'li'e -t&662 i'd.-tr/
&'&l/-t- h&5e -.((e-ted th&t o'li'e
)or3er- -tr.((le 6or re-pect 6ro1 their
'e)-roo1 co.'terp&rt-,
• The perceptio' o6 the rel&ti5e e7.&lit/ o6
-t&t.- 0et)ee' the pri't &'d o'li'e -t&66-
)&- 'ot & -i('i6ic&'t predictor o6 le5el-
o6 i'te(r&tio'2 0.t it )&- po-iti5el/
&--oci&ted )ith 1&'&(er-’ report- th&t
o0jecti5e- h&5e 0ee' 1et2 -.((e-ti'(
th&t policie- &'d pr&ctice- &i1ed &t
e7.&liHi'( percei5ed le5el- o6 -t&t.-
0et)ee' the t)o (ro.p- )o.ld 0e
de-ir&0le,
< Selli'( Ne)-p&per Ad5erti-i'(
o' the )e0K
A C&-e St.d/ o6 the Ne)-p&per
Ad5erti-i'( !e0-ite i' A
Chi'e-e Pre-- Gro.p
B&
• The ori(i'&l ide& o6 de5elopi'( &
'e)-p&per &d5erti-i'( )e0-ite i- to
pro5ide &cce-- to the l&te-t2 1o-t
rele5&'t 1.lti1edi& -&le- pre-e't&tio'
&'d d&t&,
Fipi'( *.2 #,A,
#&-ter St.de't
School o6 ?o.r'&li-1
U'i5er-it/ o6 #i--o.riE
Col.10i&
Col.10i&2 #O BA;::
• Li'3- to d&t&0&-e-2 co1p.t&tio'&l tool-
&'d 6or1- 6or pl&ci'( order- co.ld &l-o
0e o' the )e0-ite, Additio'&ll/2
i'ter&cti5it/ 0&-ed o' the )e0-ite
0et)ee' the -eller- &'d 0./er- i- &l-o
projected,
• De-pite di66ere'ce- 0et)ee' the 0.-i'e--
1odel- 0et)ee' Chi'& &'d A1eric&2 the
t)o -t.die- h&5e 6o.'d -o1e co11o'
5&l.e- o6 the NA!,
• B.t e5e' the le&di'( Chi'e-e 'e)-p&per
te'ded to 0e 1ore co'-er5&ti5e &0o.t the
electro'ic orderi'( &'d d&t&0&-e
6.'ctio'-,
C A()*%#!"*% P*%4*9#!$+" C%$""
M*(!7 B1!;(" P1%407"* I+#*+#
BY
Report 0/ re-e&rch 6ir1
Ad5erti-i'( Perceptio'-
• The -t.d/ 6o.'d co'-.1er- e4pre--ed &
-tro'(er i'te't to 0./ & p&rtic.l&r
prod.ct &6ter the/ h&d 0ee' e4po-ed to
&d- 6or it o' 1ore th&' o'e 1edi.1,
• Th&t 6i'di'( co.ld le'd -tro'( -.pport to
1edi& 0./er- loo3i'( to j.-ti6/ cro--E
1edi& &d -pe'd2 e-peci&ll/ -i'ce Ji'te't
to 0./J i- co'-idered &' i1port&'t )&/
to 1e&-.re & c&1p&i('I- -.cce--,
:9 A()*%#!"*%"E M*(!7 • )he' & -&le-per-o' co1e- to .'der-t&'d
S*;*4#!$+ !+ S67;;
N*C"979*% M7%D*#"
B&
"e' S1ithG Ne)-p&per
Re-e&rch ?o.r'&l2 Vol, :C2 :CC<
J$1%+7; A%#!4;* EF4*%9#
the 6&ctor- th&t i'6l.e'ce the &d5erti-er2
Jthe -3ill- o6 th&t per-o' &re e'h&'ced,J
• The -&1e co.ld 0e -&id &0o.t the
rel&tio' -hip 0et)ee' &d5erti-i'(
repre-e't&ti5e- &t -1&ller 'e)-p&per-
&'d their clie't-,
CHAPTER/4 DATA ANALYSIS AND INTERPRETATIONK
4.1 PERCENTAGE ANALYSIS
TABLE NO. 4.1
INDULGE REMAINS ABOUT
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
M7"#0*7(
E E
S199;*6*+# '$%67#
:; @9
C$;$% "9%*7(
:; @9
C$+#*+#
A :B,A
S9*4!'!4 #$9!4LC%!#*%
:
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t @9R o6 &d5erti-er- re1&i'- &0o.t the
-.pple1e't 6or1&t o6 the INDULGE )here&- &'other @9R re1i'd- &0o.t the color6.l
-pre&d 2 :B,AR o6 the1 re1&i'- &0o.t the co'te't &'d re1&i'i'( & 1e&(er 8,AR o6
&d5erti-er- re1&i'- &0o.t the -peci6ic )riter o6 i'd.l(e
TABLE NO4.2
T0* 2*"# $' I+(1;,*
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
N*C" "9%*7( B :9
N*C" !#*6" !+ *)*%& C**D @ ;8
C$;16+!"# ; <
N*C 9%$(14# ;71+40*" :: @9
I+#*%*"#!+, %*7( 7" 7
C0$;*
= :C
TOTAL 89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 8B,AR o6 &d5erti-er- li3e- the
'e) prod.ct l&.'ch i'6or1&tio' i' i'd.l(e2 )here&- ;8,AR &d5erti-er- opi'io' i- th&t
i'd.l(e i- & i'tere-ti'( re&d &- & )hole,
TABLE NO4.3
P*%4*9#!$+ $' I+(1;,*.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
G%*7# 9%$(14#
E E
T0* %!,0# '!#
A :B,B
A +*C #%*+( C7)*
:A A9
I+'$%67#!)*
< ;B,B
A+$#0*% "199;*6*+#
B,B
TOTAL
=9 :99
INFERENCESK
>ro1 the &0o5e t&0le it i- 6o.'d th&t @CR o6 &d5erti-er- percei5e i'd.l(e &- & 'e) tre'd
)&5e 6or Che''&i 1&r3et2 =R o6 &d5erti-er- percei5ed &- j.-t &' &'other -.pple1e't,
TABLE NO4.4
T0* ;$$D 7+( 4$+#*+# $' #0* 9%$(14#.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
EF4*;;*+#
9 9R
-*%& ,$$(
B ;9R
I+'$%67#!)*
C 89R
C$;$%'1; I !+#*%*"#!+,
= ;8,8R
C79#1%*" #0* 407+,*"
< ;B,=R
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 89R o6 &d5erti-er- opi'io'
&0o.t the loo3 &'d co'te't o6 the -.pple1e't i- &- i'6or1&ti5e,
TABLE NO 4.5
W7!#!+, '$% 7 ,%72 $' #0* 9%$(14# *740 C**D.
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 A8R o6 &d5erti-er- -&/- th&t
the/ 0ro)-e thro.(h the p&per )he'e5er the/ -ee it )here&- ;=R &d5erti-er- -&/ th&t
the/ )&it to (r&0 the prod.ct &'d ;9R o6 &d5erti-er- doe- 'ot )&it 6or the prod.ct,
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
$ 26%6%
No
6 20%
Browse through it
#6 5"%&%
TOTAL
"0 #00
TABLE NO 4.M
T0* !69%$)*6*+# #$ 2* 67(* !+ #0* 9%$(14#.
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
C$+#*+# :< B9R
L7&$1# :; @9R
P79*% :17;!#& 9 9R
TOTAL 89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 B9Ro6 &d5erti-er- -&/- th&t
co'te't o6 the -.pple1e't 'eed to 0e i1pro5ed )here&- @9R o6 &d5erti-er- -&/- l&/o.t
'eed to 0e i1pro5ed,
TABLE NO 4.N
L$$D $1# '$% #0* 9%$(14# *740 C**D.
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
A()*%#!"*6*+# :; @9R
I+'$%67#!$+ :B A8,@
N*C ;!'* "#&;* 9%$(14#" ; B,BBR
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 8BR o6 clie't- loo3 o.t
6or &d5erti-e1e't &'d i'6or1&tio' &'d 1i'i1.1 o6 ;<R )ere loo3- o.t 6or 'e) li6e
-t/le prod.ct-,
TABLE NO 4.8
L!D* #$ *+07+4* 2%7+( *:1!#& #0%$1,0 I+(1;,*.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to e'h&'ce
their prod.ct 0r&'d e7.it/ thro.(h i'd.l(e
TABLE NO 4.9
L!D* #$ 7()*%#!"* !+ I+(1;,*.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to &d5erti-e
i' i'd.l(e
TABLE NO 4.1B
W$1;( ;!D* #$ 4$+#!+1* #0* I+(1;,*
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to co'ti'.e
to &d5erti-e i' i'd.l(e
CHAPTRER – 5 CONCLUSION
5.1 RESULTS AND FINDINGS
:, It i- 6o.'d th&t @9R o6 &d5erti-er- re1&i'- &0o.t the -.pple1e't 6or1&t o6 the
INDULGE )here&- &'other @9R re1i'd- &0o.t the color6.l -pre&d 2 :B,AR o6
the1 re1&i'- &0o.t the co'te't &'d re1&i'i'( & 1e&(er 8,AR o6 &d5erti-er-
re1&i'- &0o.t the -peci6ic )riter o6 i'd.l(e
;, It i- 6o.'d th&t 1&4i1.1 o6 8B,AR o6 &d5erti-er- li3e- the 'e) prod.ct l&.'ch
i'6or1&tio' i' i'd.l(e2 )here&- ;8,AR &d5erti-er- opi'io' i- th&t i'd.l(e i- &
i'tere-ti'( re&d &- & )hole,
8, It i- 6o.'d th&t @CR o6 &d5erti-er- percei5e i'd.l(e &- & 'e) tre'd )&5e 6or
Che''&i 1&r3et2 =R o6 &d5erti-er- percei5ed &- j.-t &' &'other -.pple1e't,
@, It i- 6o.'d th&t 1&4i1.1 o6 89R o6 &d5erti-er- opi'io' &0o.t the loo3 &'d
co'te't o6 the -.pple1e't i- &- i'6or1&ti5e,
A, The 1&4i1.1 o6 A8R o6 &d5erti-er- -&/- th&t the/ 0ro)-e thro.(h the p&per
)he'e5er the/ -ee it )here&- ;=R &d5erti-er- -&/ th&t the/ )&it to (r&0 the
prod.ct &'d ;9R o6 &d5erti-er- doe- 'ot )&it 6or the prod.ct,
B, The 1&4i1.1 o6 B9Ro6 &d5erti-er- -&/- th&t co'te't o6 the -.pple1e't 'eed to
0e i1pro5ed )here&- @9R o6 &d5erti-er- -&/- l&/o.t 'eed to 0e i1pro5ed,
=, The 1&4i1.1 o6 8BR o6 clie't- loo3 o.t 6or &d5erti-e1e't &'d i'6or1&tio' &'d
1i'i1.1 o6 ;<R )ere loo3- o.t 6or 'e) li6e -t/le prod.ct-,
<, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to e'h&'ce their prod.ct 0r&'d
e7.it/ thro.(h i'd.l(e
C, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to &d5erti-e i' i'd.l(e
:9, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to co'ti'.e to &d5erti-e i'
i'd.l(e
5.3 LIMITATION OF STUDY
? The d&t& 6or the project )&- co'd.cted 6ro1 the opi'io' o6 &d5erti-er- i'
1&r3et, A'/ 0i&- i' the opi'io' o6 6&l-e )ill i1p&ct o' the 6i'di'(- o6 the
-t.d/,
? The -&1ple -iHe )&- l&r(e &- the &d5erti-er 1&r3et- )ere to 0e
i'ter5ie)ed )hile &t )or3,
? So1e o6 the &'-)er (i5e' 0/ the re-po'de't- 1&/ 0e 0i&-e-,
? >e) re-po'de't- )ere rel.ct&'t )hile &'-)eri'( the 7.e-tio' d.e to their
0.-/ -ched.le,
? Ti1e i- & co'-tr&i't 0ec&.-e d.r&tio' o6 project i- o'e 1o'th,
? So1e o6 the &d5erti-er’- )ere he-it&ti'( to (i5e )holeE he&rted opi'io'-
d.e to 6e&r,
5.4 SUGGESTIONS
• I' thi- -t.d/ o0-er5ed th&t h&l6 &'d &0o5e o6 the re-po'de't- &re
1e'tio'ed th&t the i1pro5e1e't h&5e to 0e 1&de i' co'te't o6 I'd.l(e2 -o
the co1p&'/ c&' t&3e e66ort to i1pro5e the co'te't,
• A' &d5erti-er- 6eel- th&t 'e)- -pre&d c&' 0e i'cre&-ed i' the i'd.l(e -o
th&t 1&'/ i'6or1&tio' c&' 0e -ee',
• A5&il&0ilit/ o6 the prod.ct i- -c&rce2 -o the co1p&'/ c&' i1pro5e it-
circ.l&tio'
5.5 C$+4;1"!$+
The i'6or1&ti5e &'d i'tere-ti'( &'&l/-i- o6 “Ad5erti-er-’ perceptio' &0o.t
I'd.l(e i' The Ne) I'di&' E4pre-- Che''&i %2 &d5erti-er- perceptio' pro5ide- 1edi&
co1p&'/ e4ec.ti5e- i'-i(ht 'ece--&r/ 6or i'cre&-i'( &d -&le-2 1&r3et po-itio' &'d
co1petiti5e &d5&'t&(e, A'd it help- to 1&3e 1ore 0e'e6it- to &d5erti-er-, To (i5e
&d5erti-i'( to &d5erti-er- 6or )hich o'e i- hi(hl/ e4pected,
It i- co'cl.ded th&t &d5erti-er-’ perceptio' &re the 0&-ic thi'(-2 )hich
co.ld help6.l to the co1p&'/, So1e -.((e-tio'- &re (i5e' i' thi- project2 )here the
co1p&'/ co.ld loo3 i'to the (re/ &re&- &'d tr/ to recti6/ the12 -o th&t &d5erti-er- co.ld
0e hi(hl/ -&ti-6ied,
doc_623469470.doc
ABSTRACT
The project report titled “A STUDY ON ADVERTISERS’ PERCEPTION
ABOUT INDULGE A !EE"LY SUPPLE#ENT$%&lo'( )ith “T*E NE! INDIAN
E+PRESS ,% Thi- re-e&rch i- do'e i' order to -t.d/ the 0r&'d i1&(e cre&ted 0/
i'd.l(e2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&' E4pre--, I' thi- project
report the i'trod.ctio' co5er- tell- &0o.t the &d5erti-er-’ perceptio', The 'eed o6 the
-t.d/ &'d -cope 6or the -t.d/,
The -t.d/ )&- do'e 0/ per-o'&l i'ter5ie) &'d 7.e-tio''&ire 1ethod )ith &
-&1ple o6 89 &d5erti-i'( clie't- o6 The Ne) I'di&' E4pre--, The pop.l&tio' i- cho-e'
o' 5ol.1e o6 &d5erti-e1e't 0&-i-, The tot&l 5ol.1e o6 &d5erti-e1e't- 6or 6o.r 1o'th
period i- :9;<= col.1' ce'ti1eter,
INDULGE i- & 6.ll/ p&--io'&te li6e-t/le -.pple1e't 6or the Che''&i 1&r3et,
The 6i'di'( o6 the -t.d/ re5e&l- th&t &d5erti-er- percei5e the prod.ct &- &' &ttr&cti'(
prod.ct th&t depict- the 'e) tre'd )&5e o6 Che''&i 1&r3et, There &re 6e) li1it&tio'-
i' the -t.d/, The -.((e-tio' (i5e' to the co1p&'/ i- to i'cre&-e the circ.l&tio' o6 the
prod.ct,
TABLE OF CONTENTS
S.NO. TITLE PAGE NO
ABSTRACT
:
LIST O> TABLES
LIST O> >IGURES
1 INTRODUCTION
:,: OUT LINE O> T*E PRO?ECT
;
:,; NEED O> T*E STUDY
@
:,8 SCOPE O> T*E STUDY
A
:,@ OB?ECTIVE O> T*E STUDY
B
:,A RESEARC* #ET*ODOLOGY
=
:,A,: RESEARC* DESIGN
=
:,A,; DATA COLLECTION #ET*ODS
<
:,A,8 RESEARC* INSTRU#ENTS
C
:,A,@ SA#PLING
C
:,A,A STATISTICAL TOOLS
:9
:,B LI#ITATION O> T*E STUDY
:8
:,= C*APTERIDATION
:,< LITERATURE REVIE!
:A
:,<,: CO#PANY PRO>ILE
;9
:,<,; PRODUCT PRO>ILE
8@
2. DATA ANALYSIS AND
INTERPRETATION
;,: PERCENTAGE ANALYSIS
@;
;,: GRAP*ICAL ANALYSIS
@;
;,; STATISTICAL ANALYSIS
=B
;,;,: !EIG*TED AVERAGE
=B
;,;,; C*IESFUARE
=C
3. SUMMARY AND CONCLUSION
8,: >INDINGS
<;
8,; SUGGESTIONS
<=
8,8 CONCLUSIONS
<<
APPENDIX 89
REFERENCES 94
CHAPTER – IINTRODUCTION
1.1.INTRODUCTION
PERCEPTION
Perceptio' i- o.r -e'-or/ e4perie'ce o6 the )orld &ro.'d .- &'d i'5ol5e- 0oth the
reco('itio' o6 e'5iro'1e't&l -ti1.li &'d &ctio'- i' re-po'-e to the-e -ti1.li, Thro.(h the
percept.&l proce--2 )e (&i' i'6or1&tio' &0o.t propertie- &'d ele1e't- o6 the
e'5iro'1e't th&t &re critic&l to o.r -.r5i5&l, Perceptio' 'ot o'l/ cre&te- o.r e4perie'ce o6
the )orld &ro.'d .-G it &llo)- .- to &ct )ithi' o.r e'5iro'1e't
Perceptio' i- the proce-- 0/ )hich or(&'i-1- i'terpret &'d or(&'iHe -e'-&tio' to
prod.ce & 1e&'i'(6.l e4perie'ce o6 the )orld, Se'-&tio' .-.&ll/ re6er- to the i11edi&te2
rel&ti5el/ .'proce--ed re-.lt o6 -ti1.l&tio' o6 -e'-or/ receptor- i' the e/e-2 e&r-2 'o-e2
to'(.e2 or -3i', Perceptio'2 o' the other h&'d2 0etter de-cri0e- o'eI- .lti1&te e4perie'ce
o6 the )orld &'d t/pic&ll/ i'5ol5e- 6.rther proce--i'( o6 -e'-or/ i'p.t, I' pr&ctice2
-e'-&tio' &'d perceptio' &re 5irt.&ll/ i1po--i0le to -ep&r&te2 0ec&.-e the/ &re p&rt o6 o'e
co'ti'.o.- proce--,
Perceptio' i' h.1&'- de-cri0e- the proce-- )here0/ -e'-or/ -ti1.l&tio' i- tr&'-l&ted
i'to or(&'iHed e4perie'ce
The percept.&l proce-- i- & -e7.e'ce o6 -tep- th&t 0e(i'- )ith the e'5iro'1e't &'d le&d-
to o.r perceptio' o6 & -ti1.l.- &'d &' &ctio' i' re-po'-e to the -ti1.l.-,
H!"#$%& $' A()*%#!"!+,
Ad5erti-i'( &- & di-crete 6or1 i- (e'er&ll/ &(reed to h&5e 0e(.' )ith 'e)-p&per-2
i' the -e5e'tee'th ce't.r/2 )hich i'cl.ded li'e or cl&--i6ied &d5erti-i'(, Si1ple
de-criptio'-2 pl.- price-2 o6 prod.ct- -er5ed their p.rpo-e .'til the l&te 'i'etee'th
ce't.r/2 )he' tech'olo(ic&l &d5&'ce- 1e&'t th&t ill.-tr&tio'- co.ld 0e &dded to
&d5erti-i'(2 &'d color )&- &l-o &' optio',
A' e&rl/ &d5erti-i'( -.cce-- -tor/ i- th&t o6 Pe&r- So&p, Tho1&- B&rr&tt 1&rried
i'to the 6&1o.- -o&p 1&3i'( 6&1il/ &'d re&liHed th&t the/ 'eeded to 0e 1ore &((re--i5e
&0o.t p.-hi'( their prod.ct- i6 the/ )ere to -.r5i5e, *e l&.'ched the -erie- o6 &d-
6e&t.ri'( cher.0ic childre' )hich 6ir1l/ )elded the 0r&'d to the 5&l.e- it -till hold-
tod&/, he too3 i1&(e- co'-idered &- J6i'e &rtJ &'d .-ed the1 to co''ote hi- 0r&'dI-
7.&lit/2 p.rit/ i,e, .'t&i'ted 0/ co11erci&li-1$ &'d -i1plicit/ cher.0ic childre'$, *e i-
o6te' re6erred to &- the 6&ther o6 1oder' &d5erti-i'(,
!orld !&r I -&) -o1e i1port&'t &d5&'ce- i' &d5erti-i'( &- (o5er'1e't- o' &ll
-ide- .-ed &d- &- prop&(&'d&, The Briti-h .-ed &d5erti-i'( &- prop&(&'d& to co'5i'ce it-
o)' citiHe'- to 6i(ht2 &'d &l-o to per-.&de the A1eric&'- to joi', No le-- & politic&l
co11e't&tor th&' *itler co'cl.ded th&t Ger1&'/ lo-t the )&r 0ec&.-e it lo-t the
prop&(&'d& 0&ttleK he did 'ot 1&3e the -&1e 1i-t&3e )he' it )&- hi- t.r', O'e o6 the
other co'-e7.e'ce- o6 !orld !&r I )&- the i'cre&-ed 1ech&'iH&tio' o6 i'd.-tr/ E &'d
he'ce i'cre&-ed co-t- )hich h&d to 0e p&id 6or -o1eho)K he'ce the de-ire to cre&te 'eed
i' the co'-.1er )hich 0e(i'- to do1i'&te &d5erti-i'( 6ro1 the :C;9- o')&rd,
AD-ERTISERS. PERCEPTION
Ad5erti-er Perceptio'- pro5ide- 1edi& co1p&'/ e4ec.ti5e- )ith e--e'ti&l i'-i(ht
'ece--&r/ 6or i'cre&-i'( &d -&le-2 1&r3et -h&re &'d co1petiti5e &d5&'t&(e,
DEFINITION / AD-ERTISING
Ad5erti-i'( i-
• p&id 6or
• & )&/ o6 pro1oti'( prod.ct-2 -er5ice- or i'6or1&tio'
• & 6or1 o6 co11.'ic&tio' 0et)ee' 1&'.6&ct.rer &'d co'-.1er$
• & ph/-ic&l co11odit/
• &' i'te(r&l p&rt o6 pop c.lt.re
• &' i1port&'t eco'o1ic 6orce
• & p&rt o6 o.r .r0&' l&'d-c&pe
Ad5erti-i'( i- & 6or1 o6 co11.'ic&tio' th&t t/pic&ll/ &tte1pt- to per-.&de
pote'ti&l c.-to1er- to p.rch&-e or to co'-.1e 1ore o6 & p&rtic.l&r 0r&'d o6 prod.ct or
-er5ice, #oder' &d5erti-i'( de5eloped )ith the ri-e o6 1&-- prod.ctio' i' the l&te :Cth
&'d e&rl/ ;9th ce't.rie-
1.2.N**( $' #0* "#1(&
? Ne)- p&per i'd.-tr/ (et 1&jor p&rt o6 their re5e'.e thro.(h &d5erti-i'(
? Thi- -t.d/ i- &0o.t &d5erti-er-’ perceptio' o' &d5erti-i'( i' INDULGE,
? The-e -t.die- to 3'o) the i1p&ct o6 i'd.l(e &d5erti-i'( &'d the 0r&'d i1&(e
cre&ted 0/ the INDULGE &1o'( &d5erti-er-
? >i'di'(- o6 the -t.d/ help- the 'e) I'di&' e4pre-- to 3'o) )hether the/ )ill (et
repe&ted &d5erti-i'( 6ro1 their e4i-ti'( &d5erti-er clie't &'d to 3'o) their
-&ti-6&ctio' le5el,
SCOPE OF THE STUDY
Thi- -t.d/ .'dert&3e' 6or The Ne) I'di&' E4pre-- &i1- to -t.d/ &'d ide'ti6/ the
pote'ti&l &d5erti-er-,
Thi- h&- 0ee' do'e 0/ prep&ri'( & 7.e-tio''&ire )hich co't&i'- 7.e-tio'- p.t
6orth to the re-po'de't- )hich )o.ld help i- &'&l/Hi'( the )illi'('e-- le5el o6
&d5erti-er- i' &d5erti-i'( i' INDULGE2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&'
E4pre--
Thi- -t.d/ )o.ld help i' ide'ti6/i'( the re&-o' 6or &d5erti-er- &d5erti-i'( i'
INDULGE2 & )ee3l/ -.pple1e't &lo'( )ith The Ne) I'di&' E4pre--, , All thi- )o.ld
help i' (i5i'( -.((e-tio' to The Ne) I'di&' E4pre-- i' i1pro5i'( INDULGE there0/
-&ti-6/i'( their corpor&te &'d ret&il clie't-
1.4 O23*4#!)* $' #0* "#1(&
• To -t.d/ the 0r&'d i1&(e cre&ted 0/ T*E NE! INDIAN E+PRESS
&1o'( &d5erti-er-,
• To 6i'd o.t the re&-o' 6or choo-i'( I'd.l(e o6 T*E NE! INDIAN
E+PRESS
• To -t.d/ o' &d5erti-er’- perceptio' &0o.t i'd.l(e & )ee3l/ -.pple1e't$
&lo'( )ith to T*E NE! INDIAN E+PRESS,
1.5 RESEARCH METHODOLOGY
INTRODUCTION
Re-e&rch 1ethodolo(/ i- & )&/ to -/-te1&tic&ll/ -ol5e the re-e&rch pro0le1 i-
to ho) re-e&rch i- do'e -cie'ti6ic&ll/, It co'-i-t- o6 the di66ere't -tep- th&t &re
(e'er&ll/ &dopted 0/ the re-e&rcher to the -t.d/ hi- re-e&rch pro0le1 &lo'( )ith lo(ic
0ehi'd the1, It i- 'ece--&r/ to the re-e&rcher to de5elop cert&i' te-t-,
1.5.1 RESEARCH DESIGN
Re-e&rch de-i(' i- & pl&' to &'-)er )ho12 )he'2 )here2 &'d ho) the -.0ject
.'der i'5e-ti(&tio' co'cei5ed -o &- to o0t&i' &'-)er- to re-e&rch 7.e-tio'-, The t/pe
o6 re-e&rch de-i(' i'5ol5ed i' thi- -t.d/ i- de-cripti5e re-e&rch -t.die-,
DESCRIPTI-E RESEARCH STUDIES
De-cripti5e re-e&rch -t.die- &re tho-e -t.die-2 )hich &re co'cer'ed )ith
de-cri0i'( the ch&r&cteri-tic- o6 & p&rtic.l&r i'di5id.&l2 or o6 & (ro.p2 )here &- di&('o-tic
re-e&rch -t.d/ deter1i'e the 6re7.e'c/ )ith )hich -o1ethi'( occ.r- or it- &--oci&tio'
)ith -o1ethi'( el-e, The -t.die- co'cer'i'( )hether cert&i' 5&ri&0le- &re &--oci&ted &re
e4&1ple o6 di&('o-tic re-e&rch -t.die-, A- &(&i'-t thi-2 -t.d/ co'cer'ed i'di5id.&l2
(ro.p or -it.&tio' &re &ll e4&1ple o6 de-cripti5e re-e&rch -t.die-, #o-t o6 the -oci&l
re-e&rch -t.die- co1e .'der thi- c&te(or/ 6ro1 the poi't o6 5ie) o6 the re-e&rch de-i(',
1.5.2 DATA COLLECTION METHOD
The re7.ired d&t& )&- collected 0/ 0oth the pri1&r/ &'d -eco'd&r/ -o.rce-,
The d&t& o0jecti5e &re de-cri0e 6ro1 the re-e&rch o0jecti5e- &'d their
deter1i'&tio' re-t- 1&i'l/ o' the re-e&rch to tr&'-l&te )h&t the deci-io' 1&r3er )&'t-
i'to -peci6ic de-cripti5e o6 the 'eeded d&t&,
P%!67%&
? The pri1&r/ d&t& )&- collected 6ro1 the2 T*E NE! INDIAN E+PRESS
#ADURAI$ LTD,2 .-er- &t Che''&i, The Re-po'de't- )ere 1et per-o'&ll/ &t
their e-t&0li-h1e't- &'d 7.e-tio''&ire h&- 0ee' (i5e' to the1 &'d &'-)ered
7.e-tio''&ire- )ere collected 0&c3,
? Pri1&r/ d&t& i- the d&t& (&thered 6or the 6ir-t ti1e 0/ the re-e&rcher 0/ .-i'(
7.e-tio''&ire,
S*4$+(7%& (7#7
? Seco'd&r/ d&t&2 o' the other h&'d2 i- tho-e )hich h&5e &lre&d/ 0ee' collected 0/
-o1eo'e el-e &'d )hich &lre&d/ 0ee' p&--ed thro.(h the -t&ti-tic&l proce--,
? Seco'd&r/ d&t& pert&i'i'( to thi- -t.d/ )&- o0t&i'ed 6ro1 co1p&'/ doc.1e't-2
0ro&cher-2 dep&rt1e't&l i'6or1&tio'’- )e0-ite- etc,
1.5.3 RESEARCH INSTRUMENTS
I'-tr.1e't K F.e-tio''&ire- per-o'&l &d1i'i-tered$
I'-tr.1e't De-i(' K Both ope' e'd e'clo-e e'ded
F.e-tio' &'d .-ed i' 7.e-tio''&ire-,
81*"#!$++7!%* D*"!,+
A )ell -tr.ct.red 7.e-tio''&ire )&- .-ed 6or thi- -t.d/, The t/pe- o6
7.e-tio'- .-ed i' the 7.e-tio''&ire )ere ope'Ee'ded2 1.ltipleEchoice &'d
Dichoto1o.- 7.e-tio'-,
1. O9*+/*+( :1*"#!$+" &re 7.e-tio'-2 )hich &re e'titled to (i5e & 6ree
re-po'-e to their choice,
2. M1;#!9;*/40$!4* :1*"#!$+" &re 7.e-tio'2 )hich co't&i' & li-t o6 &'-)er
&'d per1it the -.0ject to -elect the 0e-t &'-)er,
1.5.4 SAMPLING
S&1pli'( i- the proce-- o6 -electi'( & -.66icie't '.10er o6 ele1e't- 6ro1 the
pop.l&tio'2 -o th&t & -t.d/ o6 -&1ple &'d &' .'der-t&'di'( o6 it- propertie- or
ch&r&cteri-tic- )o.ld 1&3e it po--i0le 6or .- to (e'er&liHe -.ch propertie- or
ch&r&cteri-tic- to the pop.l&tio' ele1e't-,
SAMPLEING PLAN
? S&1pli'( tech'i7.e K Cl.-ter -&1ple
? S&1ple -iHe K S&1ple -iHe cho-e' here 6or thi- -t.d/
)&- 89 &- -.((e-ted 0/ the co1p&'/
? S&1ple .'it K Ad5erti-er- i' Che''&i 1&r3et
? Ti1e Di1e'-io' Kperiod o' ;B
th
?.'e 9C to 8:
-t
?.l/9C
SAMPLE DESIGN
A S&1ple de-i(' i- & de6i'ite pl&' 6or o0t&i'i'( & -&1ple 6ro1 (i5e' pop.l&tio',
It re6er- to the tech'i7.e or the proced.re the re-e&rcher )o.ld &dopt i' -electio' ite1-
6or the -&1ple, S&1ple 1&/ &- )ell l&/ do)' the '.10er o6 ite1- to 0e i'cl.ded i' the
-&1ple '&1el/2 the -iHe o6 the -&1ple,
P%$272!;!#& "769;!+,
#&3e & -peci6ic 1e'tio' o6 it i' the the-i-, So th&t the co'cl.-io'- )o.ld 0e
e5&l.&ted &ccordi'(l/, pro0&0ilit/ -&1pli'( re6er- to the -&1pli'( proce-- i' )hich the
-&1ple- &re -elected 6or & -peci6ic p.rpo-e )ith & preEdeter1i'ed 0&-i- o6 -electio', Thi-
t/pe o6 -&1ple- i- &l-o re7.ired &t ti1e- )he' r&'do1 -electio' 1&/ 'ot 0e po--i0le,
There6ore the reli&0ilit/ o6 co'cl.-io'- 0&-ed o' thi- t/pe o6 -&1pli'( i- le--, !he'e5er &
re-e&rcher .-e- thi- t/pe o6 -&1pli'(,
C;1"#*% S769;!+,
Cl.-ter -&1pli'( 1ethod -.((e-t-2 the -&1ple- &re -elected &t di66ere't -t&(e-, I'
thi- 1ethod2 the pop.l&tio' i- 6ir-t di5ided i'to di66ere't -t&(e-, The' 6ro1 the 6ir-t
-t&(e2 & 6e) ite1- &re -elected &t r&'do1 0&-ed o' & -peci6ic 6e&t.re or ch&r&cteri-tic,
>ro1 the-e i' the -eco'd -t&(e2 & 6e) ele1e't- &re -elected &t r&'do1 po--e--i'(2 he
ch&r&cteri-tic, >ro1 )hich i' the third -t&(e & 6e) &re -elected &t r&'do1 -&ti-6/i'( the
ch&r&cteri-tic &'d -o o' to 6i'&ll/ 1&3e the 'ece--&r/ -electio' o6 -&1ple-, All the
-&1ple- -elected &t r&'do1 &t di66ere't -t&(e- )ill po--e- the co11o' ch&r&cteri-tic or
)ill 0e ho1o(e'eo.- o' -o1e 0&-i-,
Cl.-ter -&1pli'( i'5ol5e- &rr&'(i'( ele1e't&r/ ite1- i' & pop.l&tio' i'to
hetero(e'eo.- -.0(ro.p- th&t &re repre-e't&ti5e o6 the o5er&ll pop.l&tio', O'e -.ch
(ro.p co'-tit.te- & -&1ple 6or -t.d/,
SAMPLING SI<E
The tot&l '.10er- o6 re-po'de't- &re ter1ed &- -&1ple -iHe, The -&1ple
-iHe 6or thi- &'&l/-i- i- 89 re-po'de't-,
SAMPLING UNIT
S&1pli'( .'it i- th&t o6 “)ho i- to 0e -.r5e/ed%, The -.r5e/ i- o' &d5erti-er-
o6 T*E NE! INDIAN E+PRESS #ADURAI$ LTD,
PERIOD OF STUDY
The re-e&rch i- c&rried o.t 6or o'e 1o'th ;BE9BE9C to 8:E9=E9C$,
1.5.5 SATISTICAL TOOLS
The collected d&t& h&- 0ee' -.0jected to &'&l/-e- 0/ .'it’- &ppropri&te
tool-2 perce't&(e2 chi L -7.&re,
The i'6or1&tio' (&thered &'&l/Hed 0/ .-i'( the 6ollo)i'( &ppropri&te tool
-.ch &-K
? Perce't&(e A'&l/-i-
? Chi L S7.&re te-t
P*%4*+#7,* A+7;&"!"
Perce't&(e re6er- to & -peci&l 3i'd o6 r&tio, It i- .-ed to 1&3e co1p&ri-o'
0et)ee' t)o or 1ore -erie- o6 d&t&, The/ c&' 0e .-ed to co1p&re the rel&ti5e
ite1-2 the di-tri0.tio' o6 t)o or 1ore -erie- o6 d&t& -i'ce the perce't&(e red.ce
e5er/thi'( &- co11o' 0&-e &'d &llo) the 1e&'i'(6.l co1p&ri-o'- to 0e 1&de,
Perce't&(e re6er- to the -peci&l 3i'd o6 r&tio perce't&(e &re .-ed i'
1&3i'( co1p&ri-o' 0et)ee' t)o or 1ore -erie- o6 d&t&, Perce't&(e- &re .-ed to
de-cri0e rel&tio'-hip,
FORMULA
N$. $' %*"9$+(*+#"
P*%4*+#7,* =>? @ AAAAAAAAAAAAAAAAAAAAAAAAA X 1BB
T$#7; %*"9$+(*+#"
B&r ch&rt &'d Pie ch&rt- &re .-ed to e4pl&i' the t&0.l&tio' cle&rl/,
C0! – S:17%* #*"#
Thi- te-t i- o'e o6 the -i1ple-t &'d 1o-t )idel/ .-ed 'o' L p&r&1etric i'
St&ti-tic&l )or32 )he' cert&i' o0-er5ed 5&l.e- o6 the 5&ri&0le &re to 0e co1p&red
)ith the e4pected 5&l.e,
The chi L -7.&re i- co1p.ted o' the 0&-i- o6 6re7.e'cie- i' & -&1ple &'d
th.- the 5&l.e o6 chi L -7.&re, So2 o0t&i'ed i' & -t&ti-tic chi L -7.&re i- 'ot &
p&r&1eter &- it- 5&l.e i- 'ot deri5ed 6ro1 the o0-er5&tio'- i' pop.l&tio'2 *e'ce
chi L -7.&re te-t i- & 'o' L p&r&1etric te-t, Chi L S7.&re te-t i- 'ot co'cer'ed )ith
&'/ pop.l&tio' di-tri0.tio' &'d it- o0-er5&tio',
The chi L -7.&re te-t )&- 6ir-t .-ed i' te-ti'( -t&ti-tic&l h/pothe-i- 0/ 3&rl
per-o' i' the /e&r, :C99 it i- de6i'ed &-2
' Oi L Ei$ ;
Chi L S7.&re M N EEEEEEEEEEEEE
i M: Ei
!here2
Oi M O0-er5ed 6re7.e'c/ o6 ith e5e't
Ei M E4pected 6re7.e'c/ o6 ith e5e't
CHAPTER 2 PROFILES
2.1 INDUSTRY PROFILE
N*C" 979*% 67%D*#
S.r5e/ re-.lt- 6i'd th&t tr&ditio'&l jo.r'&li-tic 5&l.e- re1&i' i1port&'t &t 1&r3etE
orie'ted 'e)-p&per-2 tho.(h -e'ior editor- te'd to report 1ore i'ter&ctio' )ith
dep&rt1e't- o.t-ide the 'e)-roo1 E i'cl.di'( the &d5erti-i'( dep&rt1e't,
I' & 1&r3etEorie'ted 0.-i'e--2 the c.-to1er i- .'7.e-tio'&0l/ 3i'(, The
-.cce--6.l 1&r3etEorie'ted 6ir1 ide'ti6ie- & pote'ti&l 1&r3et opport.'it/2 -elect- & (ro.p
o6 c.-to1er- th&t it )&'t- to -er5e &'d de5elop- & -tr&te(/ 6or e66icie'tl/ 1eeti'( the
)&'t- &'d 'eed- o6 tho-e c.-to1er-, The ce'tr&l 0.-i'e-- &--.1ptio' i- th&t lo'(Er.'
-.cce-- depe'd- o' & -tro'(2 or(&'iH&tio'E)ide 6oc.- o' c.-to1er )&'t- &'d 'eed-,:
D.ri'( the l&-t dec&de2 &- the 0.-i'e-- e'5iro'1e't h&- 0eco1e 1ore
ch&lle'(i'( 6or d&il/ 'e)-p&per-2; 1&'/ o6 the1 h&5e &dopted & -tro'(er 1&r3et
orie't&tio', The/ h&5e co'ce'tr&ted 0oth o' le&r'i'( )h&t their t)o c.-to1er (ro.p- E
&d5erti-er- &'d re&der- E -&/ the/ )&'t &'d 'eed 6ro1 & 'e)-p&per2 &'d o' 6i'di'( )&/-
to 1eet tho-e )&'t- &'d 'eed-, I' 'e)-roo1-2 thi- h&- 0ro.(ht ch&'(e- to the 'e)-E
1&3i'( proce--,
R&ther th&' rel/i'( -trictl/ o' jo.r'&li-t-I e4pert j.d(1e't to decide )h&t to
p.0li-h i' the 'e)-p&per2 'e)-roo1 1&'&(er- h&5e e'co.r&(ed reporter- &'d editor- to
p&/ 1ore &tte'tio' to percei5ed re&der i'tere-t-, The/ &l-o h&5e &-3ed reporter- &'d
editor- to -h&pe co'te't to 1ore clo-el/ co'6or1 to tho-e re&der i'tere-t-,8 Thi- pr&ctice
h&- dr&)' pr&i-e &'d critici-1, S.pporter- h&5e &r(.ed th&t it )ill help -&5e d&il/
'e)-p&per- 6ro1 irrele5&'ce &'d2 perh&p-2 e4ti'ctio',@ Critic- h&5e di-p&r&(ed it, A The/
h&5e ch&r(ed th&t 1&r3etEorie'ted 'e)- or(&'iH&tio'-K
DeEe1ph&-iHe -erio.- co'te't i' 6&5or o6 6ri5olo.-2 e'tert&i'i'( i'6or1&tio',
U'der1i'e the ethic&l 6ire )&ll 0et)ee' &' or(&'iH&tio'I- 'e)- &'d 0.-i'e-- oper&tio'-,
>&il to li5e .p to -oci&l o0li(&tio'- to di--e1i'&te the 3i'd o6 p.0licE&66&ir- i'6or1&tio'
e--e'ti&l to & de1ocr&c/,
Thi- &rticle e4&1i'e- tho-e &--ertio'- &- it e4plore- )h&t it 1e&'- 6or & 'e)-
or(&'iH&tio' to 0e 1&r3et orie'ted 0/ &-3i'( the-e 7.e-tio'-K
The &'-)er- to the-e 7.e-tio'- &re 0&-ed o' & :CCB '&tio'&l -.r5e/ o6 @9B -e'ior
editor- &t :<; (e'er&lEcirc.l&tio' U,S, d&il/ 'e)-p&per-, Thi- -.r5e/ di66er- 6ro1 e&rlier
7.&'tit&ti5e re-e&rch o' 1&r3etEorie'ted jo.r'&li-1 i' th&t the -&1ple i- l&r(er &'d the
7.e-tio''&ire 1ore co1prehe'-i5e th&' 1o-t other -t.die- o6 thi- -.0ject, I' &dditio'2 the
'&tio'&l -&1ple &llo)- the 6i'di'(- to 0e (e'er&liHed to &ll U,S, (e'er&lEcirc.l&tio'
d&ilie-2 )here&- 1.ch o6 the e&rlier re-e&rch h&- h&d & -t&te)ide or re(io'&l 6oc.-, The
6i'di'(- reported here -ho.ld co'5e/ & 6.ller -e'-e th&' pre5io.-l/ p.0li-hed )or3 o6
)h&t it 1e&'- to 0e & 1&r3etEorie'ted d&il/ 'e)-p&per i' the 1idE:CC9-
A()*%#!"*%"E M*(!7 S*;*4#!$+ !+ S67;; N*C"979*% M7%D*#".
A- the 1&r3et 0eco1e- co'ti'.&ll/ 1ore co1petiti5e 6or &d5erti-i'( doll&r-2
'e)-p&per- 'eed to de5elop 1ore -ophi-tic&ted -&le- -tr&te(ie-,
:$ Yet2 d.e to per-o''el li1it&tio'- &'d other eco'o1ic co'-ider&tio'-2 -1&ller
'e)-p&per- 1&/ 6i'd co1pili'( d&t& &'d de5elopi'( -&le- -tr&te(ie- to 0e d&.'ti'( t&-3-,
So1e relie6 i- (r&'ted 0/ the t/pic&l &d5erti-er- i' -1&ll co11.'itie- EE loc&l 1erch&'t-,
The/ 1&/ 'ot de1&'d d&t& th&t i- &- -ophi-tic&ted &- th&t re7.ired i' l&r(er 1&r3et-
0ec&.-e the 5&-t 1&jorit/ o6 &d5erti-er- i' -1&ller 1&r3et- &re 'ot 5er/ 3'o)led(e&0le
&0o.t 1&r3et co'ditio'-,
;$ Thi- doe- 'ot &0-ol5e 'e)-p&per -&le- per-o''el 6ro1 3'o)i'( their
&d5erti-er-, I' )riti'( &0o.t the rel&tio'-hip 0et)ee' '&tio'&l &d5erti-er- &'d & -&1ple
co1pri-ed 1o-tl/ o6 l&r(er d&ilie-2 D&'iel Sto.t co'cl.ded th&t )he' & -&le-per-o'
co1e- to .'der-t&'d the 6&ctor- th&t i'6l.e'ce the &d5erti-er2 Jthe -3ill- o6 th&t per-o' &re
e'h&'ced,J
8$ The -&1e co.ld 0e -&id &0o.t the rel&tio' -hip 0et)ee' &d5erti-i'(
repre-e't&ti5e- &t -1&ller 'e)-p&per- &'d their clie't-, E5e' i' tho-e 1&r3et-2 &-
-&le-people de5elop 0etter -3ill-2 the/ 1&/ i'cre&-e the &d re5e'.e- th&t )ill help 6.'d &'
i1pro5ed 'e)- prod.ct,
N*C"979*%" !+ C0*++7!
There &re & '.10er o6 'e)-p&per- th&t &re p.0li-hed 6ro1 Che''&i cit/, So1e o6 the
)idel/ re&d 'e)-p&per- i' Che''&i &reK
• T0* H!+(1K The *i'd. i- o'e o6 the pre1ier E'(li-h d&ilie- 'ot o'l/ i' Che''&i
0.t &l-o i' I'di&, The 'e)-p&per )&- 6o.'ded i' the /e&r :<=< &'d )&- p.0li-hed
o' & )ee3l/ 0&-i-, *o)e5er2 the 'e)-p&per )&- 1&de & d&il/ i' the /e&r :<<C,
The E'(li-h d&il/ e1plo/- the &d5&'ced tech'olo(/ 6or p&(e de-i('i'( &'d
pri'ti'(, The p&per i- r&ted &1o'( the :9 0e-t p&per- o6 the )orld,
• T0* N*C I+(!7+ EF9%*""K Thi- i- &'other E'(li-h d&il/ p.0li-hed 6ro1 Che''&i,
The 'e)-p&per )&- e-t&0li-hed i' the /e&r :C8;, The 'e)-p&per i- p.0li-hed
6ro1 "&r'&t&3&2 "er&l&2 Coi10&tore2 "ochi2 */der&0&d2 B&'(&lore &'d A'dhr&
Pr&de-h,
• T0* D*447+ C0%$+!4;*K The Decc&' Chro'icle i- the 6o.rth l&r(e-t E'(li-h
l&'(.&(e d&il/ i' I'di&, The d&il/ i- p.0li-hed 6ro1 T&1il N&d. &'d A'dhr&
Pr&de-h, The c&rtoo' -trip- 6e&t.ri'( o' the co5er p&(e &'d i'-ide p&(e- o6 the
'e)-p&per &re it- 1&i' ch&r&cteri-tic, It i- the l&r(e-t circ.l&ted d&il/ i'
*/der&0&d,
So1e o6 the re(io'&l 'e)-p&per- p.0li-hed i' Che''&i &re Di'&1&l&r2 Th&'thi2
Di'&3&r&'2 A'&'d& Vi3&t&'2 Di'&1&'i2 Vid.th&l&i,
Role of Indian Newspaper
Ne)-p&per- &'d 'e)-p&per &d5erti-i'( h&- 0ee' the 1o-t
i1port&'t tool i' -h&pi'( the (ro)th &'d de5elop1e't o6 &'/ -ociet/ i' the 1oder'
)orld, #ore th&' &'/thi'(2 the/ h&5e 0ee' 5er/ i'-tr.1e't&l i' 0rid(i'( the
co11.'ic&tio' (&p 0et)ee' people th&t co'tri0.te- to the &ir o6 &)&re'e-- i' & -ociet/,
Si'ce the 5er/ 6ir-t d&/ th&t the olde-t 'e)-p&per i' the )orld h&d 1&de
it- &ppe&r&'ce2 there h&- 0ee' -ee' pro(re--i5e ch&'(e- th&t h&5e c&t&p.lted the St&t.- o6
e5er/ -ociet/ to 'e) le5el- o6 e5ol.tio' 6ro1 ti1e to ti1e, The 'e)-p&per i'd.-tr/ i'
e5er/ co.'tr/ -t&'d- o.t &- &' i'6l.e'ti&l 0od/ co'tri0.ti'( to the de5elop1e't o6 the
1oder' -ociet/ 0/ &cti'( &- o'e o6 the 1o-t pote'ti&l pl&t6or1
6or e4ch&'(e o6 tho.(ht- &'d opi'io'-, #oreo5er2 0/ co5eri'( & )ide &rr&'(e o6 topic-
th&t &re rele5&'t to the d&il/ li5e- o6 the people i' & -ociet/2 it pro1.l(&te- the ide'tit/ o6
the -ociet/2 &'d &ct- &- the di-pe'-er o6 p.0lic opi'io'-, O'e o6 the 1o-t cr.ci&l t&-3- o6
the 'e)-p&per i'd.-tr/ i- it- co'tri0.tio' to)&rd- the eco'o1ic &'d i'd.-tri&l
de5elop1e't o6 & co.'tr/ thro.(h
it- &--i1il&tio' o6 the people’- 5oice,
The I'di&' 'e)-p&per i'd.-tr/ h&- p&--ed 5&rio.- -t&(e- o6 e5ol.tio' to
re&ch the -t&t.- th&t it e'jo/- tod&/ L th&t o6 & le&di'( pre-- &re'& i' the )orld, There &re
h.'dred- o6 'e)-p&per- th&t re&ch o.t to the people o6 thi- 5&-t co.'tr/ i' e'or1o.-
'.10er- e5er/ 1or'i'(, A t/pic&l I'di&' d&il/ 'e)-p&per i- the -t&ple diet 6or & t/pic&l
I'di&'2 0ri'(i'( hi1Oher 'e)- 6ro1 &ll o5er the (lo0e, Si'ce d&il/ 'e)-p&per- -.cceed i'
&ttr&cti'( 1ore re&der-hip-2 &' I'di&' d&il/ 'e)-p&per i- the order o6 the 1or'i'( 6or
e&(er 'e)- h.'(r/ re&der- &cro-- the co.'tr/, B/ (&r'eri'( &' i'cre&-i'( '.10er o6
-.0-cri0er- i' the 6or1 o6 re&der-2 'e)-p&per- cle&rl/
re6lect the i'di5id.&lit/ o6 & re&der &'d the co.'tr/ &- )ell, The (ro)th i' the circ.l&tio'
o6 'e)-p&per- i' the co.'tr/ re-.lt- i' the o5er&ll eco'o1ic pro-perit/ o6 the co.'tr/2
ele5&ti'( it to hi(her le5el-, A' I'di&' d&il/ 'e)-p&per -tri3i'(l/ pl&/- & -i('i6ic&'t role
i' the -tr.ct.r&l -h&pi'( o6 the co.'tr/’- eco'o1ic&l de5elop1e't, I' 6&ct2 the 'e)-p&per
i'd.-tr/ o6 &'/ co.'tr/ 6or th&t 1&tter -pre&d- 3'o)led(e &'d &)&re'e-- &1o'(-t the
people 0/ prop&(&ti'( it-el6 &- & 1edi.1 6or & )ide &re& o6 topic- -.ch &- politic-2 -port-2
-oci&l i--.e-2 1edici'e2 e'tert&i'1e't2 &d5erti-i'( &'d 1&r3eti'( &'d -o o', The-e
6&ctio'- (el 0et)ee' e&ch other o' p&per to rope i' pro-perit/ 6or & co.'tr/ 0/ c&-hi'( i'
eco'o1icpro-perit/,
N*C"979*% I+(1"#%& !+ I+(!7
Ne)-p&per- -h&pe the '&tio' &'d it hold- tr.e 6or I'di& &- )ell, E5e'
0e6ore I'di& (ot i'depe'de'ce2 'e)-p&per- pl&/ed & 1&jor role i' -pre&di'( the i--.e o6
i'depe'de'ce, Tod&/2 I'di& h&- o5er 899 0i( 'e)-p&per-2 0e-ide- h.'dred- o6 1edi.1
&'d -1&llE-iHed o'e-, A'd the '.10er i- i'cre&-i'( &l1o-t e5er/d&/ &- e4i-ti'(
'e)-p&per- 0ri'( o.t 'e) editio'- &p&rt 6ro1 'e) pl&/er- joi'i'( the 0&'d)&(o', #ore
rece'tl/2 #etro I'ter'&tio'&l2 S)ede' i- i' t&l3- )ith ABP (ro.p to l&.'ch their d&il/
P#etro’ i' I'di&, The 'e(oti&tio'- &re o' &'d 5er/ -oo' the de&l )o.ld 0e do'e,
Si1il&rl/2 U" 0&-ed A--oci&ted Ne)-p&per- &'d I'di& Tod&/ Gro.p h&5e e'tered i'to &
joi't 5e't.re to l&.'ch the PD&il/ #&il’ i' I'di&, !ith -.ch i'ter'&tio'&l 'e)-p&per-
6or&/i'( i'to the I'di&' 1&r3et2 the 6.t.re o6 the 'e)-p&per i'd.-tr/ &t l&r(e2 loo3-
pro1i-i'(, Little do.0t the' th&t I6r& i- -et to hold it- pop.l&r e5e't I6r&E4po 6or the 6ir-t
ti1e i' I'di&,
There )&- & ti1e )he' -elect (ro.p o6 'e)-p&per- )ere r.li'( & p&rtic.l&r re(io'
&'d the/ &ll )ere -el6Eco't&i'ed &'d did 'ot )i-h to 6or&/ i'to other re(io'-, >or
e4&1ple2 *i'd.-t&' Ti1e- )&- co'6i'ed to Delhi re(io'2 The *i'd. i' Che''&i re(io'2
)hile Tri0.'e )&- dedic&ted to A10&l& l&ter Ch&'di(&rh$2 A'&'d&0&H&r P&tri3& )&-
co'6i'ed i' !e-t Be'(&l &'d Bh&-3&r i' G.j&r&t &'d -o o',
The I'di&' E4pre-- (ro.p l&.'ched it- #&r&thi d&il/ PLo3-&tt&’ i' B&'(&lore &'d
*/der&0&d, Decc&' Chro'icle *oldi'(- Ltd l&.'ched the Che''&i editio' o6 Decc&'
Chro'icle &'d the/ &re 'o) pl&''i'( to 0ri'( o.t & B&'(&lore editio' &- )ell, *T #edi&
Ltd l&.'ched & 'e) editio' i' "ol3&t& &'d l&tel/ i' #.10&i, The/ &l-o rel&.'ched *T
Ne4t2 t&r(eted &t -t.de't- o6 &(e (ro.p :; to :B /e&r- )ith it- 'e) c&1p&i(' PI &1 'e4t’,
B.-i'e-- 'e)-p&per- h&5e &l-o 0r&'ched i'to 'e) editio'- i' 'e)er
territorie-, >i'&'ci&l E4pre--2 the 0.-i'e-- d&il/2 l&.'ched it- P.'e editio' )hile B.-i'e--
St&'d&rd l&.'ched it- Bh.0&'e-h)&r editio', A'other 0.-i'e-- 'e)-p&per ;9 p&(e-
colo.r &'d @ p&(e- 0l&c3E&'d)hite$ l&.'ched )&- P#i't’ 6ro1 the *i'd.-t&' Ti1e-
(ro.p i' Delhi &'d #.10&i, A6ter the-e t)o citie-2 *T #edi& pl&'- to l&.'ch #i't i'
"ol3&t& &'d Ch&'di(&rh2 (i5i'( co1petitio' to Eco'o1ic Ti1e- 6ro1 Ti1e- o6 I'di&
(ro.p, DNA #o'e/ l&.'ched it- Ah1ed&0&d editio' 6or the G.j&r&ti 0.-i'e--1e' &'d
&l-o & -t&'dE&lo'e #.10&i editio'2 e5e' tho.(h it co'ti'.e- to 0e &5&il&0le &- &
-.pple1e't &lo'( )ith the 1&i' p&per PDNA’ i' #.10&i, DNA #o'e/ i- pl&''i'( to
0ri'( o.t it- ?&ip.r editio' &- )ell, The Ti1e- Gro.p h&- l&.'ched & G.j&r&ti l&'(.&(e
editio' o6 The Eco'o1icTi1e-,
It’- re&ll/ -.rpri-i'( th&t ho) 6ierce co1petitor- joi' h&'d- to 6or1 'e) -tr&te(ie-
E 6ir-t it )&- i' collecti5e 1&r3eti'( c&1p&i('- &'d 'o) & joi't 'e)-p&per &- )ell, A- &
'e) 1&r3eti'( &lli&'ce2 B.-i'e-- St&'d&rd h&- tied .p )ith De-h P&rde- Ni A&j"&&l2 &
G.j&r&ti e5e'i'( 'e)-p&per2 6or &d5erti-i'( co10i'&tio', Thi- -tep h&- 0ee' t&3e' to
(ro) the circ.l&tio' o6 B.-i'e-- St&'d&rd i' S&.r&-htr& &'d ".tch re(io'-,
RECENT ISSUES IN NEWSPAPER INDUSTRY
?
The print media industry is saying it is not as bullish as it was last year
*i'd.-t&' Ti1e- &'d Ti1e- o6 I'di& joi'tl/ l&.'ched & 'e)-p&per P#etro No)2’ &
1or'i'( t&0loid t&r(eted &t the &(e (ro.p o6 :<E89 /e&r-, #etro No) i- p.0li-hed 0/
#etropolit&' #edi&G & A9KA9 joi't 5e't.re 0et)ee' *T #edi& &'d The Ti1e- o6 I'di&
(ro.p, E5e' tho.(h the t&0loid- h&5e 'ot 0ee' 5er/ -.cce--6.l i' the p&-t2 -peci&ll/ i'
Delhi2 0.t thi- 1&r3et i- 'o) -et to e4perie'ce )orldEcl&-- ch&'(e- &- three 1&jor
t&0loid- &re li'ed .p 6or Delhi re(io' &lo'e E 6ir-t it )&- #etro No) &'d rece'tl/ #id
D&/ (ro.p h&- rel&.'ched it- &6ter'oo' t&0loid P#id D&/ Delhi’ o' the -&1e co'te't
li'e- &- P#id D&/ #.10&i,’ Both the 'e)-p&per- &re t&r(eted &t the /o.'( re&der- )ho
&re re(.l&rl/ o' the 1o5e, Be-ide-2 the Ti1e- o6 I'di& (ro.p i- -et to l&.'ch B&'(&lore
#irror2 &'other t&0loid 6or the IT cit/ B&'(&lore, I' ter1- o6 &dopti'( 'e) tech'olo(ie-2
the 'e)-p&per- h&5e re&liHed th&t c.-to1er i- the 3i'( &'d &1id-t -o 1&'/ choice-2
re&der- )o.ld (o 6or 'e)-p&per- th&t &re 1ore re&derE-peci6ic2 co'te'tErich &'d (i5e
5&l.e 6or 1o'e/, The 0l&c3&'dE )hite tech'olo(/ i- 0eco1i'( p&--Q )hether it i- &
1o0ile pho'e or & 'e)-p&per, Tod&/2 re&der- pre6er &llEcolo.r editio'- &'d 1ore &'d
1ore 'e)-p&per- h&5e co1e o.t )ith &llEcolo.r editio'-, Thi- h&- 'ece--it&ted the
'e)-p&per p.0li-her- to opt 6or CtP tech'olo(/2 )hich 0/ de6&.lt h&- i1pro5ed the pri't
7.&lit/ &'d red.ced the )&-te perce't&(e, Be-ide-2 the 'e)-p&per- &re &l-o (oi'( i' 6or
1&3eo5er o6 their p.0lic&tio'-2 i' ter1- o6 l&/o.t2 6o't &'d -o1eti1e- e5e' 1&-the&d,
>or thi-2 the/ &re -pe'di'( -.0-t&'ti&l 1o'e/ &'d &re e5e' t&3i'( help o6 i'ter'&tio'&l
de-i('er-, The c.tEo66 -iHe A@B 11 i- pre6erred o5er A=< 112 )hich h&- re-.lted i'
-&5i'(- i' 'e)-pri't co-t, The price o6 the 'e)-p&per- &l-o d)i'dled &'d -o1e
'e)-p&per- e5e' )e't to the e4te't o6 o66eri'( their 'e)-p&per &t Re : o'l/, The 'e)l/
l&.'ched #etro No) 'e)-p&per i- &l-o o66ered 6or & co5er price o6 Re : o'l/ &'d
pro5ide- @9 p&(e- i' colo.r &'d < i' 0l&c3E&'dE)hite,
Top 'e)-p&per- i' I'di& &re 'o) opti'( 6or hi(hE-peed )e0 pre--e- li3e
th&t o6 Go--2 #AN Rol&'d2 #it-.0i-hi &'d 1&ilroo1 -/-te1- 6ro1 >er&( &'d #.ller
#&rti'i, *o)e5er2 the 1&jorit/ o6 'e)-p&per- &re co'ti'.i'( their prod.ctio' o'
i'di(e'o.-l/ prod.ced e7.ip1e't, !ith thi- i1pre--i5e (ro)th i' the i'd.-tr/2 it i- hi(h
ti1e th&t the hi(he'd 1&'.6&ct.rer- 6ro1 de5eloped co.'trie- 1&/ e'ter i'to I'di& either
i' coll&0or&tio' )ith loc&l 1&'.6&ct.rer- or i'depe'de'tl/ to t&p the (ro)i'( de1&'d,
I'6&ct2 & little 0ird h&- i'6or1ed th&t & le&di'( 6orei(' 1&'.6&ct.rer i- i' t&l3- )ith &
loc&l )e0 pre-- 1&'.6&ct.rer to joi'tl/ -et .p & 'e) 1&'.6&ct.ri'( 6&cilit/ i' I'di&, It
)o.ld i'deed 0e & 1&jor -tep i' thi- i'd.-tr/ &'d the e66ect )o.ld 0e 6or &ll o6 .- to -ee,
F.&lit/ h&- 0eco1e &' i1port&'t 6&ctor i' the i'd.-tr/ &'d I'di&' 'e)-p&per- &re
co'ti'.o.-l/ i'5e-ti'( i' 7.&lit/ co'trol e7.ip1e't-, The de1&'d 6or &.to1&tic
? Newsprint prices have increased 50% in the last 6 months
? Indian Newspaper Society has advised its member-publications to reduce their
newsprint consumption by 20%
? To tide over the crisis INS members are pressing !or a "0% increase in
government advertising rates
? Newspapers may see a #0% drop in ad volume
re(i-tr&tio' co'trol -/-te1- h&- i'cre&-ed to the e4te't th&t le&di'( 1&'.6&ct.rer FI
Pre-- Co'trol- i- pl&''i'( to co1e .p )ith 1&'.6&ct.ri'( &cti5itie- i' I'di&,
2.2 COMPANY PROFILE
The Ne) I'di&' E4pre-- i- & 'e)-p&per )ith it- he&d o66ice 0&-ed i' Che''&i i'
-o.th I'di&, It )&- -t&rted i' :C8; &- the I'di&' E4pre--2 .'der the o)'er-hip o6
Che''&iE0&-ed Ver&dh&r&j.l. N&id., I' :CC:2 6ollo)i'( the de&th o6 the the' o)'er
R&1'&th Goe'3&2 the Goe'3&I- 6&1il/ -plit the (ro.p i'to t)o -ep&r&te co1p&'ie-, The
'orther' editio'-2 he&d7.&rtered i' #.10&i2 ret&i'ed &'d re'&1ed I'di&' E4pre-- i'to
The I'di&' E4pre-- title2 )hile the -o.ther' editio'- 0ec&1e The Ne) I'di&' E4pre--,
The t)o 'e)-p&per- .-ed to -h&re &rticle- till e&rl/ ;99<2 0.t the/ &re 'o) 5er/ 1.ch
di66ere't corpor&te e'titie-, The 'e)-p&per i- 3'o)' 6or it- i'trepid &'d &'tiE
e-t&0li-h1e't to'e,
E4pre-- Net)or3 Pri5&te Li1ited )&- i'corpor&ted o' :8,<,CC .'der the I'di&'
Co1p&'ie- Act2 :CAB, The co1p&'/ )&- pro1oted 0/ The Ne) I'di&' E4pre-- Gro.p,
The o0ject- o6 the co1p&'/ i'cl.de2 &1o'( other thi'(-2 c&rr/i'( o' the 0.-i'e--
o6 'et)or3 &'d -o6t)&re,
E4pre-- Net)or3 Pri5&te Li1ited &'d E4pre-- P.0lic&tio'- #&d.r&i$ Ltd,2 co1e
.'der The Ne) I'di&' E4pre-- Gro.p o6 Co1p&'ie-, The 1&jor or(&'i-&tio' i' the
Gro.p i- E4pre-- P.0lic&tio'- #&d.r&i$ Li1itedG it 0ri'(- o.t the pre-ti(io.- E'(li-h
l&'(.&(e 'e)-p&per The Ne) I'di&' E4pre-- 6ro1 ;: ce'tre- -pre&d o5er the 6o.r
-o.ther' -t&te- o6 T&1il N&d.2 "&r'&t&3&2 A'dhr& Pr&de-h2 "er&l&2 &'d &l-o Ori--&,
E4pre-- P.0lic&tio'- #&d.r&i$ Ltd i- &l-o the p.0li-her o6 t)o 5er'&c.l&r
'e)-p&per-, The-e &re Di'&1&'i i' T&1il &'d "&''&d& Pr&0h& i' "&''&d&, The Gro.p
&l-o p.0li-he- the 6ollo)i'( 1&(&Hi'e-K Ci'e1& E4pre-- T&1il$2 #&l&/&l&1 V&&ri3&
#&l&/&l&1$ &'d T&1il&' E4pre-- T&1il$,
E4pre-- P.0lic&tio'- #&d.r&i$ Li1ited 2 6or1erl/ I'di&' E4pre-- #&d.r&i$
Li1ited$ )&- i'corpor&ted o' ::th April :CAC .'der the I'di&' Co1p&'ie- Act2 :CAB &'d
h&- it- Re(i-tered O66ice &t E4pre-- G&rde'2 ;C Seco'd #&i' Ro&d2 A10&tt.r I'd.-tri&l
E-t&te2 Che''&i B99 9A<,
E4pre-- #&d.r&i$ Gro.p i- &' i'depe'de't Gro.p2 P.0li-hi'( Ne)-p&per- &'d
Periodic&l- i' the St&te- o6 T&1il N&d.2 A'dhr& Pr&de-h2 "&r'&t&3&2 "er&l&2 Ori--& &'d
U'io' Territorie- o6 Po'dicherr/2 A'd&1&' &'d Nico0&r I-l&'d-2 E'&1 &'d L&3-hd)eep,
The Co1p&'/I- p.0lic&tio'- i'cl.de D&ilie- 5iH,
• The Ne) I'di&' E4pre-- i' E'(li-h the -o.ther' editio'- o6 The I'di&' E4pre--
re'&1ed &- JThe Ne) I'di&' E4pre--J2 e66ecti5e 6ro1 ;<E:;EC<$2
• Di'&1&'i i' T&1il2
• "&''&d& Pr&0h& i' "&''&d&,
H!"#$%&
I'di&' E4pre-- )&- -t&rted i' :C8; &t Che''&i 0/ &' A/.r5edic doctor &'d I'di&'
N&tio'&l Co'(re-- 1e10er V&r&d&r&j.l. N&id.2 p.0li-hi'( 6ro1 hi- “T&1il N&d.% pre--,
B.t -oo' .'der 6i'&'ci&l di66ic.ltie-2 he -old it to S S&d&'&'d2 6o.'der o6 the The >ree
Pre-- ?o.r'&l2 &'other E'(li-h 'e)- p&per,
I' :C882 The I'di&' E4pre-- ope'ed it- -eco'd o66ice i' #&d.r&i &'d l&.'ched the
T&1il editio' Di'&1&'i, S&d&'&'d i'trod.ced -e5er&l i''o5&tio'- &'d red.ced the price2
0.t )&- l&ter 6orced to -ell p&rt o6 the -t&3e i' 6or1 o6 co'5erti0le de0e't.re- to R&1'&th
Goe'3& d.e to 6i'&'ci&l di66ic.ltie-, L&ter2 )he' hi- The >ree Pre-- ?o.r'&l 6.rther )e't
i'to 6i'&'ci&l cr.'ch i' :C8A2 S&d&'&'d lo-t the o)'er-hip o6 I'di&' E4pre-- &6ter & lo'(
co'tro5er-i&l co.rt 0&ttle )ith Goe'3&2 )here 0lo)- )ere e4ch&'(ed 0et)ee' -o1e o6
the p&rtie-, >i'&ll/2 & /e&r l&ter2 Goe'3& 0o.(ht the re-t o6 the ;B per ce't -t&3e 6ro1
S&d&'&'d2 &'d the p&per c&1e .'der Goe'3&I- co'trol )ho too3 the &lre&d/ &'tiE
e-t&0li-h1e't to'e o6 the p&per to (re&ter hei(ht-, Al-o &t th&t ti1e it h&d to 6&ce -ti66
co1petitio' 6ro1 & )ell e-t&0li-hed The *i'd. &'d the #&il 0e-ide- other pro1i'e't
'e)-p&per-, I' l&te :C89- the circ.l&tio' )&- 'o 1ore th&' ;999
I' :C8C it &l-o 0o.(ht o.t A'dhr& Pr&0h&2 &'other pro1i'e't Tel.(. D&il/, L&ter
it (&i'ed the '&1e Three #.-3eteer- 6or the three d&ilie-, I' :C@9 the )hole pre1i-e-
)ere (.tted 0/ 6ire, The *i'd.2 it- ri5&l2 helped co'-ider&0l/ i' reEl&.'chi'( the p&per2
0/ (etti'( it pri'ted te1por&ril/ &t o'e o6 it- S)&de-i1ithr&'’- pre-- &'d l&ter o66eri'( it-
rece'tl/ 5&c&ted pre1i-e- &t ;2 #o.'t Ro&d l&ter to 0eco1e the l&'d1&r3 E4pre--
E-t&te-,
Thi- reloc&tio' &l-o helped the E4pre-- o0t&i' 0etter hi(h -peed pri'ti'(
1&chi'e-2 )hile -o1e cl&i1ed the Goe'3& h&d deli0er&tel/ -et 6ire to e-c&pe 6i'&'ci&l
e10&rr&--1e't,
I' l&ter /e&r-2 Goe'3& -t&rted the #.10&i editio' )ith the l&'d1&r3 E4pre--
To)er- &- hi- o66ice )he' the #or'i'( St&'d&rd )&- 0o.(ht 0/ hi1 i' :C@@, T)o /e&r-
l&ter to 0eco1e it 0ec&1e the #.10&i editio' o6 The I'di&' E4pre--, L&ter o'2 editio'-
)ere -t&rted i' -e5er&l citie- li3e #&d.r&i :CA=$2 B&'(&lore :CBA$ &'d Ah1ed&0&d
:CB<$, The >i'&'ci&l E4pre-- )&- l&.'ched i' :CB: 6ro1 #.10&i2 "&''&d& Pr&0h&
"&''&d& D&il/$ 6ro1 B&'(&lore i' :CBA &'d & B&'(&lore editio' o6 the Tel.(. D&il/
A'dhr& Pr&0h&2 &'d G.j&r&ti d&ilie- Lo3 S&tt& &'d ?&'-&tt& i' :CA;2 6ro1 Ah1ed&0&d
&'d B&rod&,
The Delhi editio' -t&rted )&- )he' the Tej (ro.pI- I'di&' Ne)- Chro'icle )&-
&c7.ired i' :CA:2 )hich 6ro1 :CA8 0ec&1e the Delhi editio' o6 I'di&' E4pre--, I' :CC9
it 0o.(ht the Sterli'( (ro.p o6 1&(&Hi'e-2 &'d &lo'( )ith it the Ge'tle1&' 1&(&Hi'e,
A6ter Goe'3&I- de1i-e i' :CC:2 t)o o6 the 6&1il/ 1e10er- -plit the (ro.p i'to
I'di&' E4pre-- #.10&i )ith &ll the North I'di&' editio'-2 )hile the So.ther' editio'-
)ere (ro.ped &- E4pre-- #&d.r&i Ltd )ith Che''&i &- he&d7.&rter-,
The Ne) I'di&' E4pre-- d&il/ i- p.0li-hed 6ro1 the 6ollo)i'( citie-K
• B&'(&lore
• Bel(&.1
• Bh.0&'e-)&r
• Che''&i
• Coi10&tore
• */der&0&d
• "ochi
• "oHhi3ode
• #&d.r&i
• Shi1o(&
• Thir.5&'&'th&p.r&1
• Tir.ch/
• Vij&/&)&d&
• Vi-&3h&p&t'&1,
E4pre-- Net)or3 Pri5&te Li1ited i- -.0-idi&r/ co1p&'/ o6 E4pre-- P.0lic&tio'-
#&d.r&i$ Li1ited, It h&- 0ee' (r&'ted lice'ce 0/ E4pre-- P.0lic&tio'- #&d.r&i$ Ltd, to
.-e the .'der 1e'tio'ed )e0-ite- re(i-tered i' it- '&1eK
))),i'di&5&rt&,co1
))),'e)i'dpre--,co1
))),di'&1&'i,co1
))),3&''&d&pr&0h&,co1
))),&'dhr&pr&0h&,co1
))),&p)ee3l/,co1
))),ci'e1&e4pre--,co1
))),1&l&/&l&15&ri3h&,co1
))),t&1il&'e4pre--,co1
PLANT LOCATION
2.2.1 PRODUCT PROFILE
The Co1p&'/I- p.0lic&tio'- i'cl.de D&ilie- 5iH,
• The Ne) I'di&' E4pre-- i' E'(li-h the -o.ther' editio'- o6 The I'di&' E4pre--
re'&1ed &- JThe Ne) I'di&' E4pre--J2 e66ecti5e 6ro1 ;<E:;EC<$2
• Di'&1&'i i' T&1il2
• "&''&d& Pr&0h& i' "&''&d&,
I' &ditio' to d&ilie-2 the co1p&'/ &l-o 0ri'(- o.t 1&(&Hi'e-,
• Ci'e1& E4pre-- T&1il$
• #&l&/&l&1 V&&ri3& #&l&/&l&1$
• T&1il&' E4pre-- T&1il$,
It- 5&rio.- -.pple1e't-2 )hich &ppe&r o' & )ee3l/ or 6ort'i(htl/ 0&-i-2 i'cl.de
• The 'e) S.'d&/ e4pre-- S.'d&/$
• i,)it'e-- &'d i,)it'e-- ; S.'d&/ 1&(&Hi'e-$
• Deit(ei-t S&t.rd&/$
• I'd.l(e >rid&/$
• E4pre--o d&il/EChe''&i$
• Cit/ e4pre--
CHAPTER 3 LITERATURE SUR-EY
3.1.CONCEPTUAL AND THEORETICAL RE-IEW
A()*%#!"!+, P*%4*9#!$+ S1%)*& EF9*%#"
D*'!+!#!$+ Ad5erti-i'( Perceptio' S.r5e/ E I' the co'te4t o6 liti(&tio'2 &' &d5erti-i'(
perceptio' -.r5e/ i- & -t.d/ co11i--io'ed 0/ & ch&lle'(er -ee3i'( to -ho) th&t &
co1petitorI- &d5erti-i'( co't&i'- i1plied 1e--&(e- th&t &re 6&l-e or 1i-le&di'(,
W07# A()*%#!"*%" T0!+D
The l&r(e-t 1.ltiEclie't -t.d/ o6 1edi& deci-io' 1&3er- i' the )orld2 The
Ad5erti-er I'telli(e'ce Report- AIR$ pro5ide- 1edi& e4ec.ti5e- )ith the pl&'- &'d
opi'io'- o6 1ore th&' :2A99 &d5erti-i'( deci-io'E1&3er- &(e'c/ &'d 1&r3eter$2 0/
1edi& deci-io' 1&3i'( re-po'-i0ilit/2 &cro-- t)el5e 1&jor &d5erti-i'( c&te(orie-2 &0o.t
1ore th&' 899 le&di'( o'li'e2 pri't &'d tele5i-io' 1edi& 0r&'d-,
"e/ #e&-.re- &'d Tre'd- 0/ le&di'( O'li'e #edi& Br&'d-2 #&(&Hi'e-2 N&tio'&l
Ne)-p&per- &'d Tele5i-io' Net)or3- i'cl.deK
• Ad5erti-i'( Co'-ider&tio'
• Ad5erti-i'( Pl&'-
• #edi& Selectio' Criteri&
• Perceptio'- o6 #edi& Br&'d- 0/ Selectio' Criteri&
• Perceptio'- o6 #&r3eti'( E66ecti5e'e--
• Perceptio'- o6 S&le- Co5er&(e
• Perceptio'- o6 S&le-people
• Ad5erti-er S&ti-6&ctio'
• Pl&'- to I'cre&-e2 Decre&-e &'d #&i't&i' Ad Spe'di'(
M*7"1%*( A()*%#!"!+, C7#*,$%!*" I+4;1(*
• E'tert&i'1e't
• >i'&'ce
• *o1e >.r'i-hi'(- &'d Appli&'ce-
• Li7.or2 Beer &'d !i'e
• Ph&r1&ce.tic&l- &'d *e<h C&re
• Ret&il
• Tech'olo(/ &'d Co'-.1er Electro'ic-
• Toiletrie- &'d Co-1etic- Be&.t/$
A()*%#!"*% P*%4*9#!$+" O9#!6!"6 ($C+ '$% 2BB8
The 6orec&-t- predicti'( &' .p-)i'( i' o'li'e &d5erti-i'( &'d &' i'cre&-e i'
0.d(et- 1&/ h&5e 0ee' & 0it o662 &t le&-t 6or the 6ir-t -i4 1o'th- o6 ;99<, Accordi'( to the
1o-t rece't Ad5erti-er Perceptio'- -.r5e/2 &d5erti-i'( e4ec.ti5e- h&5e do.0t- &0o.t the
o'li'e -pe'd i'cre&-i'( &t hi(h r&te- thi- /e&r,
The -.r5e/ 6o.'d th&t =BR o6 &d5erti-i'( e4ec.ti5e- 'ot 6eel th&t o'li'e &d
0.d(et- )ill i'cre&-eG & decre&-e o6 8R o5er the l&-t -.r5e/, A0o.t ;:R o6 e4ec.ti5e-
6eel 0.d(et- )ill -t&/ the -&1e,
O'li'e 0.d(et- &re'It the o'l/ o'e- to -.66er, Accordi'( to the -.r5e/ :BR o6
&d5erti-i'( e4ec.ti5e- &'d 1edi& 0./er- e4pect the -h&re o6 r&dio &d5erti-i'( to i'cre&-eG
i' the -pri'( o6 ;99= ;BR o6 1&r3eter- e4pected r&dioI- &d 0.d(et to i'cre&-e,
Bro&dc&-t tele5i-io' h&- &l-o -ee' & decre&-e, O'l/ ;;R o6 e4ec.ti5e- e4pect
0.d(et- to i'cre&-e i' the 0ro&dc&-t &re'& co1p&red to ;CR i' -pri'( I9=,
#&(&Hi'e- &'d 'e)-p&per 0.d(et- &re &l-o e4pecti'( & decli'e ;@R &'d 8=R
re-pecti5el/$, O.tdoor &d5erti-i'( 0.d(et- co.ld -ee & ;;R decli'e, #e&')hile 1o0ile i-
&l-o e4pected to -lide & 0it2 6ro1 AAR e4pecti'( &' i'cre&-e to @<R,
PERCEPTION
>red l.th&'- opi'e-2 “Perceptio' i- &' i1port&'t 1edit&ti'( co('iti5e proce--
thro.(h )hich per-o' 1&3e i'terpret&tio'- o6 the -ti1.l.- or -it.&tio' the/ &re 6&ced
)ith,%
Stephe', P, Ro00i'- de6i'e- perceptio' &- “& proce-- 0/ )hich i'di5id.&l-
or(&'iHe &'d i'terpret their -e'-or/ i1pre--io'- i' order to (i5e 1e&'i'( to the
e'5iro'1e't,%
Perceptio' i- the proce-- thro.(h )hich i'6or1&tio' 6ro1 the o.t-ide
e'5iro'1e't i- -elected2 recei5ed2 or(&'iHed2 &'d i'terpreted to 1&3e it 1e&'i'(6.l to
/o., Perceptio' re6er- to i'terpret&tio' o6 -e'-or/, I' other )or3- -e'-&tio' i'5ol5e-
.'der-t&'di'( )h&t the -ti1.l.- 1e&'-,
C07%74#*%!"#!4" $' #0* 9*%4*!)*%
The ch&r&cteri-tic- o6 the percei5er i'cl.de -.ch 6&ctor- -.ch &- 'eed-2 5&l.e-2
e4perie'ce &'d &ttit.de-, A per-o'- 'eed-2 h&0it-2 i1p&ct- o6 p&-t e4perie'ce ethic- &'d
per-o'&lit/ &ll i'6l.e'ce the percept.&l proce--,
C07%74#*%!"#!4" $' #0* 9*%4*!)*(
It 1&/ de6/ lo(ic &'d o0jecti5it/ 0.t perceptio' &0o.t other- &re i'6l.e'ced 0/
their ph/-ic&l ch&r&cteri-tic- -.ch &- &ppe&r&'ce2 6&ci&l e4pre--io'2 &(e2 (e'der2 1&''er
o6 co11.'ic&tio' &- )ell &- per-o'&lit/ tr&it- &'d other 6or1- o6 0eh&5ior,
E(, !he' )e -ee per-o'- to 0e &--erti5e &'d co'6ide't )e &--.1e hi1 to 0e &'
e4ec.ti5e or le&der,
P*%4*9#17; S*;*4#!)!#&
Percept.&l -electi5it/ re6er- to the te'de'c/ to -elect cert&i' o0ject- 6ro1 the
e'5iro'1e't 6or &tte'tio' -.ch th&t the-e o0ject- &re co'-i-te't )ith o.r e4i-ti'( 0elie6-2
5&l.e- &'d 'eed-,
A()*%#!"*6*+#
D*'!+!#!$+
“A'/ p&id 6or1 o6 'o' per-o'&l pre-e't&tio' &'d pro1otio' o6 (ood- -er5ice- or
ide&- 0/ &' ide'ti6ied% L A#A
AD-ERTISER
A()*%#!"!+, i- & 6or1 o6 co11.'ic&tio' .-ed to help -ell prod.ct- &'d -er5ice-,
T/pic&ll/ it co11.'ic&te- & 1e--&(e i'cl.di'( the '&1e o6 the prod.ct or -er5ice &'d
ho) th&t prod.ct or -er5ice co.ld pote'ti&ll/ 0e'e6it the co'-.1er,
GA()*%#!"*%H 1e&'- & per-o'2 6ir1 or co1p&'/ )ho-e prod.ct-2 (ood- or
-er5ice- &re the -.0ject 1&tter o6 the Ad5erti-e1e't, The 1&'.6&ct.rer2 Ser5ice
Co1p&'/2 ret&iler2 or -.pplier )ho &d5erti-e- their prod.ct or -er5ice,
The &d5erti-er i- co11o'l/ i'terpreted &- & co11erci&l or(&'iH&tio' )hich h&- the
p&r&1o.'t o0jecti5e o6 1&3i'( pro6it- o.t o6 it- 0.-i'e-- &cti5itie-, Pro6it- &re .-.&ll/
(e'er&ted thro.(h 1&r3eti'( or tr&di'( &cti5it/2 &p&rt c&-e2 1&r3eti'( h&- & role to pl&/
&- the /ield 6or i'5e-t1e't- i' other co1p&'ie- &'d &--et- )ill2 i' t.r' depe'd o' the
1&r3eti'( &cti5it/ o6 the l&tter, The co11.'ic&tio' lo(ic )ill2 ho)e5er2 &l-o &ppl/ to the
t/pe- o6 &d5erti-er- )hich 1&/ h&5e & -ociet&l or politic&l o0jecti5e, Ad5erti-i'( 6or
6&1il/ pl&''i'(2 ro&d -&6et/ &'d the li3e2 &'d electio' c&1p&i('- &re 'o di66ere't i' thi-
re-pect,
NEWSPAPER AD-ERTISING
The 0.l3 o6 'e)-p&per-I re5e'.e co1e- 6ro1 &d5erti-i'( E the co'tri0.tio' 6ro1
-&le- i- -1&ll 0/ co1p&ri-o', O' &5er&(e2 & 'e)-p&per (e'er&te- <9R o6 it- re5e'.e 6ro1
&d5erti-i'( &'d ;9R 6ro1 -&le-, The portio' o6 the 'e)-p&per th&t i- 'ot &d5erti-i'( i-
c&lled editori&l co'te't2 editori&l 1&tter2 or -i1pl/ editori&l2 <ho.(h the l&-t ter1 i- &l-o
.-ed to re6er -peci6ic&ll/ to tho-e &rticle- i' )hich the 'e)-p&per &'d it- (.e-t )riter-
e4pre-- their opi'io'-,
Ne)-p&per- h&5e 0ee' h.rt 0/ the decli'e o6 1&'/ tr&ditio'&l &d5erti-er-,
Dep&rt1e't -tore- &'d -.per1&r3et- co.ld 0e relied .po' i' the p&-t to 0./ p&(e- o6
'e)-p&per &d5erti-e1e't-2 0.t d.e to i'd.-tr/ co'-olid&tio' &re 1.ch le-- li3el/ to do -o
'o),
S
Additio'&ll/2 'e)-p&per- &re -eei'( tr&ditio'&l &d5erti-er- -hi6t to 'e) 1edi&
pl&t6or1-, The cl&--i6ied c&te(or/ i- -hi6ti'( to -ite- i'cl.di'( Cr&i( li-t2 e1plo/1e't
)e0-ite-2 &'d &.to -ite-, N&tio'&l &d5erti-er- &re -hi6ti'( to 1&'/ t/pe- o6 di(it&l co'te't
i'cl.di'( )e0-ite-2 rich 1edi& pl&t6or1-2 &'d 1o0ile,
I' rece't /e&r-2 the &d5ertori&l e1er(ed, Ad5ertori&l- &re 1o-t co11o'l/
reco('iHed &- &' oppo-iteEeditori&l )hich thirdEp&rtie- p&/ & 6ee to h&5e i'cl.ded i' the
p&per, Ad5ertori&l- co11o'l/ &d5erti-e 'e) prod.ct- or tech'i7.e-,
N*C"979*% #%*+("
Ne)-p&per 6lo.ri-hed 6or dec&de- i' the 6&ce o6 r&dio2 tele5i-io'2 &'d the i'ter'et,
*o)e5er2 &d5&'ce- i' )e0 -/'dic&tio' &'d 'e)- &((re(&tio' o'li'e &re pl&ci'( -erio.-
pre--.re- o' the c.rre't 1odel o6 'e)-p&per di-tri0.tio' &'d &d pl&ce1e't,
N**( '$% A()*%#!"!+,
The 7.e-tio' o6te' &-3ed i-K P)h/ doe- & de5elopi'( co.'tr/ li3e I'di& 'eed
&d5erti-i'(’
Ad5erti-i'( i- & )&/ o6 co11.'ic&ti'( i'6or1&tio' to the co'-.1er i'6or1&tio'
)hich e'&0le- hi1 or her to co1p&re &'d choo-e 6ro1 the prod.ct- &'d -er5ice-
&5&il&0le, Ad5erti-i'( e'&0le- co'-.1er- to e4erci-e their ri(ht o6 6ree choice,
Ad5erti-i'( 0ei'( & 'ece--&r/ 1e&'- o6 co11.'ic&tio' i- &' i'-ep&r&0le p&rt o6
6ree -peech, A'/ re-trictio' o' the ri(ht to reco11e'd le(iti1&te (ood-2 -er5ice- r ide&-
i' p.0lic )ill di1i'i-h the 6.'d&1e't&l ri(ht o6 the 6reedo1 o6 -peech,
Ad5erti-i'( i- the pro1otio' o6 & prod.ct or -er5ice &'d i- e4tre1el/ per5&-i5e i'
co'te1por&r/ -ociet/, To 1&4i1iHe -&le-2 co1p&'ie- )ill p&/ & pre1i.1 6or )ide
e4po-.re thro.(h the 1&-- 1edi&, Ad5erti-i'( -p&ce i- co11o'2 0.t 'ot re-tricted to
the-e re&l1-G 0ill0o&rd-2 p.0lic tr&'-port&tio'2 1o5ie- prod.ct pl&ce1e't$2 -chool-2
clothi'(2 e5e' 0&throo1 -t&ll- c&rr/ &d- &'d the i'd.-tr/ i- co'-t&'tl/ 6i'di'( 'e) )&/-
to &d5erti-e,
NEWSPAPER AD-ERTISING
The 'e)-p&per i- & prod.ct 0or'e o6 'ece--it/2 i'5e'tio'2 the 1iddle cl&--2
de1ocr&c/2 6ree e'terpri-e2 &'d pro6e--io'&l -t&'d&rd-,
PreEhi-tor/ J'e)-p&per-J )ere o'eEtoEo'e i' '&t.re, The e&rlie-t 5&ri&tio' o' &
'e)-p&per )&- & d&il/ -heet p.0li-hed i' AC BC i' Ro1e c&lled Act& Di.r'& D&il/
E5e't-$2 )hich ?.li.- C&e-&r ordered po-ted thro.(ho.t the cit/, The e&rlie-t 3'o)'
pri'ted 'e)-p&per )&- i' Beiji'( i' =@<,
I'
A:2 ?oh&''e- GTte'0er( .-e- & pre-- to pri't &' old Ger1&' poe12 &'d t)o/e&r- l&ter pri't- & @;Eli'e Bi0le EE the -i('i6ic&'ce 0ei'( the 1&-- prod.ctio' o6 pri't
prod.ct-2 .-heri'( i' &' er& o6 'e)-p&per-2 1&(&Hi'e-2 &'d 0oo3-, B/ :A992 the (e'e-i-
o6 & po-t&l -/-te1 c&' 0e -ee' i' >r&'ce2 )hile 0oo3 p.0li-hi'( 0eco1e- pop.l&r
thro.(ho.t E.rope &'d the 6ir-t p&per 1ill c&' 0e 6o.'d E'(l&'d$,
The ri-e o6 the 1iddle cl&-- tr&'-6or1ed 'e)-p&per- i' the :<99-, A pe''/
USU9,9:$ 0./- & Ne) Yor3 'e)-p&per i' :<882 ope'i'( .p the 6ir-t 1&-- 1&r3et 6or
'e)-p&per-, I' :<@=2 the tele(r&ph i- .-ed &- & 0.-i'e-- tool2 tr&'-6or1i'( 6&rE&)&/
-torie-, I' :<=82 &' ill.-tr&ted d&il/ 'e)-p&per c&' 0e -ee' i' Ne) Yor3, I' :<=< the 6ir-t
6.llEp&(e 'e)-p&per &d5erti-e1e't- &ppe&r2 &'d i' :<<9 the 6ir-t photo(r&ph- &re -ee' i'
'e)-p&per-2 .-i'( h&l6to'e-,
!ith the 0&-ic tech'ic&l (ro.'d)or3 6or the 1oder' 'e)-p&per i' pl&ce 0/ the
l&te :Cth ce't.r/2 the -tor/ o6 'e)-p&per- i' the ;9th ce't.r/ )&- &0o.t pro6e--io'&l
de5elop1e't &'d &d&pt&tio' to ch&'(i'( co'-.1er &'d 1edi& 1&r3et-, The -tor/ &l-o
i'5ol5ed &' e5ol5i'( 0.-i'e-- 1odel th&t rode &' e5erE(ro)i'( )&5e o6 1&--E1&r3et
&d5erti-i'(, I'cre&-ed pro6it&0ilit/ &'d hi(her re5e'.e- &ttr&cted p.0licl/ o)'ed
corpor&tio'- i'tere-ted i' 0./i'( 'e)-p&per- 6ro1 de-ce'd&'t- o6 co1p&'/ 6o.'der-2
)hile -i1.lt&'eo.-l/ e4po-i'( 'e)-p&per- to the )hi1- o6 c&-hE &'d pro6itEh.'(r/ -toc3
1&r3et-,
B/ ;9992 'e)-p&per- )ere j.((li'( prioritie-K 6r&(1e't&tio' o6 'e)-
co'-.1ptio'2 6r&(1e't&tio' o6 &d5erti-i'( i'5e-t1e't-2 the &d5&'t&(e- &'d
di-&d5&'t&(e- o6 0ei'( & 1&-- 1edi.12 0&l&'ci'( the )&'t- o6 the 1&r3etpl&ce )ith the
co1p&'/I- d.t/ to pro5ide the 'eed- o6 the 1&r3etpl&ce2 & jo.r'&li-tic 0&c3l&-h &(&i'-t
i'd.-tr/ ch&'(e-2 the -heer ph/-ic&lit/ o6 i'3Eo'Ep&per prod.ctio' &'d di-tri0.tio' 5er-.-
di(it&l di-tri0.tio'2 i'cre&-i'( pro6it pre--.re -.rro.'di'( the core pri't prod.ct2 &'d
e4te'-io' o6 the co1p&'/I- core 0r&'d i'to other pro6it ce'ter-,
A()*%#!"!+, i- & 6or1 o6 co11.'ic&tio' th&t t/pic&ll/ &tte1pt- to per-.&de
pote'ti&l c.-to1er- to p.rch&-e or to co'-.1e 1ore o6 & p&rtic.l&r 0r&'d o6 prod.ct or
-er5ice, #oder' &d5erti-i'( de5eloped )ith the ri-e o6 1&-- prod.ctio' i' the l&te :Cth
&'d e&rl/ ;9th ce't.rie-,
#&'/ &d5erti-e1e't- &re de-i('ed to (e'er&te i'cre&-ed co'-.1ptio' o6 tho-e prod.ct-
&'d -er5ice- thro.(h the cre&tio' &'d rei'5e'tio' o6 the J0r&'d i1&(e%, >or the-e
p.rpo-e-2 &d5erti-e1e't- -o1eti1e- e10ed their per-.&-i5e 1e--&(e )ith 6&ct.&l
i'6or1&tio', E5er/ 1&jor 1edi.1 i- .-ed to deli5er the-e 1e--&(e-2 i'cl.di'( tele5i-io'2
r&dio2 ci'e1&2 1&(&Hi'e-2 'e)-p&per-2 5ideo (&1e-2 the I'ter'et2 c&rrier 0&(-2 0ill0o&rd-
&'d 1&il or po-t, Ad5erti-i'( i- o6te' pl&ced 0/ &' &d5erti-i'( &(e'c/ o' 0eh&l6 o6 &
co1p&'/ or other or(&'iH&tio',
Or(&'iH&tio'- th&t 6re7.e'tl/ -pe'd l&r(e -.1- o6 1o'e/ o' &d5erti-i'( th&t -ell-
)h&t i- 'ot2 -trictl/ -pe&3i'(2 & prod.ct or -er5ice i'cl.de politic&l p&rtie-2 i'tere-t
(ro.p-2 reli(io.- or(&'iH&tio'-2 &'d 1ilit&r/ recr.iter-, No'Epro6it or(&'iH&tio'- &re 'ot
t/pic&l &d5erti-i'( clie't-2 &'d 1&/ rel/ o' 6ree 1ode- o6 per-.&-io'2 -.ch &- p.0lic
-er5ice &''o.'ce1e't-,
#o'e/ -pe't o' &d5erti-i'( h&- i'cre&-ed dr&1&tic&ll/ i' rece't /e&r-, I' ;99=2
-pe'di'( o' &d5erti-i'( h&- 0ee' e-ti1&ted &t o5er U:A9 0illio' i' the U'ited St&te-
&'d
U8<A 0illio' )orld)ide2 &'d the l&tter to e4ceed U@A9 0illio' 0/ ;9:9,
!hile &d5erti-i'( c&' 0e -ee' &- 'ece--&r/ 6or eco'o1ic (ro)th2 it i- 'ot )itho.t
-oci&l co-t-, U'-olicited Co11erci&l E1&il &'d other 6or1- o6 -p&1 h&5e 0eco1e -o
pre5&le't &- to h&5e 0eco1e & 1&jor '.i-&'ce to .-er- o6 the-e -er5ice-2 &- )ell &- 0ei'(
& 6i'&'ci&l 0.rde' o' i'ter'et -er5ice pro5ider-, Ad5erti-i'( i- i'cre&-i'(l/ i'5&di'(
p.0lic -p&ce-2 -.ch &- -chool-2 )hich -o1e critic- &r(.e i- & 6or1 o6 child e4ploit&tio', I'
&dditio'2 &d5erti-i'( 6re7.e'tl/ .tiliHe- p-/cholo(ic&l pre--.re 6or e4&1ple2 &ppe&li'( to
6eeli'(- o6 i'&de7.&c/$ o' the i'te'ded co'-.1er2 )hich 1&/ 0e h&r16.l,
AD-ERTISING IN INDIA
#&'/ &d5erti-e1e't- &re de-i('ed to (e'er&te i'cre&-ed co'-.1ptio' o6 tho-e prod.ct-
&'d -er5ice- thro.(h the cre&tio' &'d rei'5e'tio' o6 the J0r&'d i1&(eJ, >or the-e
p.rpo-e-2 &d5erti-e1e't- -o1eti1e- e10ed their per-.&-i5e 1e--&(e )ith 6&ct.&l
i'6or1&tio', E5er/ 1&jor 1edi.1 i- .-ed to deli5er the-e 1e--&(e-2 i'cl.di'( tele5i-io'2
r&dio2 ci'e1&2 1&(&Hi'e-2 'e)-p&per-2 5ideo (&1e-2 the I'ter'et2 c&rrier 0&(-2 0ill0o&rd-
&'d 1&il or po-t, Ad5erti-i'( i- o6te' pl&ced 0/ &' &d5erti-i'( &(e'c/ o' 0eh&l6 o6 &
co1p&'/ or other or(&'iH&tio',
3.2 LITERATURE RE-IEW
S.NO REFERENCES RELATED LEARNING
: A()*%#!"*% 9*%4*9#!$+ $' #0*
!+#*%+*# 7" 7 67%D*#!+,
4$661+!47#!$+ )*0!4;* C7"*
"#1(&
2&
"h&lid Alr&)i &'d !&lid Alr&)i
"$1%4*
A6ric&' ?o.r'&l o6 #&r3eti'(
#&'&(e1e't Vol, :;$ pp, 9B;E
9BC #&/2 ;99C
A5&il&0le o'li'e
httpKOO))),&c&de1icjo.r'&l-,or
(O&j11
V;99C Ac&de1ic ?o.r'&l-
• The o5erridi'( 6i'di'( o6
the -t.d/ i- th&t the -cope o6 I'ter'et .-&(e
&- & 1edi&
i- &66ected 0/ 1&'&(e1e't-I perceptio'- o6
the e66ecti5e'e--
o6 their )e0-ite- &- 1&r3eti'( tool-,
• The re-e&rcher’- reco11e'd&tio' i' thi-
co'te4t i- th&t
6ir1- -ho.ld de5elop &'d e5&l.&te & )e0E
0&-ed 1ethodolo(/
6or e5&l.&ti'( the e66ecti5e'e-- o6
pro1otio'&l
)e0-ite-
; T0* 912;!4." 9*%4*9#!$+ $'
7()*%#!"!+, !+ #$(7&."
S$4!*#&
2&
S&ll/ >ordE*.tchi'-o' &'d
A''ie Roth)ell
S$1%4*
The Thi'3i'( Shop
C "e''eth Cre-ce't
Lo'do'
N!; @PS
• Ad5erti-i'( i- e5er/thi'( )ith & '&1e o'
it
• Li6e )itho.t &d5erti-i'( )o.ld 0e d.ll
• Ad5erti-i'( i- &' i'dic&tor o6 0.-i'e--
he<h
• PCle5er’ &d5erti-i'( i- (ood &d5erti-i'(
• Ad5erti-i'( i- &ll Ee10r&ci'( KThe &ll
e10r&ci'( co'cept o6 &d5erti-i'( )&- &
)idel/ held o'e <ho.(h the older
re-po'de't- &'/o'e o5er the &(e o6 ;A$
8 CHILDRENS. PERCEPTION
ON T- AD-ERTISING
A CASE STUDY OF 3
RD
GRADERS IN SWEEDEN
BY #ARIA ERRSON
ULRI"A "OBIN
SOURCEK L.le& .'i5er-it/ o6
tech'olo(/
B&chelor the-i-
#&r3eti'(
Dep&rt1e't o6 0.-i'e--
&d1i'i-tr&tio' &'d -oci&l
-cie'ce-
Di5i-io' o6 i'd.-i&l
1&r3eti'( &'d eEco11erce
• The 6i'di'(- o6 thi- -t.dt/ re5e&l- th&t
childre' &re &66ected 0/ t5
&d5erti-e1e't- &'d 1ore the/ )&tch the
1ore the/ &re &66ected,
• The/ &re hi(hl/ i'6l.e'ced 0/ peer-,
• >.rther1ore2 their 0eh&5io.r to)&rd-
p&re't- &'d pe-ter 1ore &re &l-o &66ected
0/ their 5ie)i'( o6 &d5erti-e1e't-,
• The 1o-t 1e1or&0le co11erci&l
&d5erti-e1e't- 6or the childre' &ppe&r-
to 0e the o'e- .-i'( h.1o.r- &'d
cele0ritie-, >.rther1ore childre' &0ilit/
to di-ti'(.i-h 0et)ee' re&lit/ &'d 6ictio'
i- po--i0le 6or thi- &(e (ro.p,
@ B%7+( P*%4*9#!$+ I B%7+(
E:1!#& $' B72& A44*""$%&
P%$(14#" !+ W$%D!+, M$6".
• )or3i'( 1o1- )ho )ere .-i'( di66ere'ce-
0r&'d )o.ld 0e
percei5ed their 0r&'d )ith di66ere'ce )&/-,
P*%"9*4#!)*
2&
Ph.-it !o'(lor-&icho'W &'d
P&itoo' S&th&i'r&p&0&/.t
"$1%4*
International Review of
Business Research Papers
Vol. 4 No.1 January 2008
Pp.8!"#!
• !or3i'( 1o1 )ho )ere .-i'( Pi(eo'
percei5ed th&t Pi(eo' )&- i''o5&ti'(2 A5e't
)&- 1oder'iHi'( &'d Chicco )&- -&6et/ 6or
their 0&0ie-,
• The-e re-.lt- )ere 0&-ed o' 1&r3eti'(
co11.'ic&tio' pro(r&1- th&t h&5e 0ee'
i1ple1e'ti'( 6ro1 e&ch 0r&'d i'
order to cre&te their 0r&'d ch&r&cteri-tic &'d
0r&'d di66ere'ti&tio' 6ro1 other
pl&/er-,
A CORPORATE BRAND
IMAGE ANTECEDENTSJ
MEDIATING ROLE AND
IMPACT ON
STAKEHOLDERS
EXPECTATION
2&
Pr&th&0 o0.r&i
YLR 1oorthi
Che) 3o3 )&i
#ich&el j 0&3er
S$1%4*
INDIAN INSTITUTE O>
#ANAGE#ENT2
A*#EDABAD
• Corpor&te 0r&'d i1&(e i- i1p&cted 1o-t
0/ the 0r&'d &)&re'e-- co'-tr.ct
(e'er&l e4pect&tio' co'-tr.ct h&5e le--
i1p&ct
• Corpor&te 0r&'d i1&(e o' it- o)' i- &
-i('i6ic&'t predictor o6 -peci6ic
e4pect&tio'-
• Corpor&te 0r&'d i1&(e 1edi&te- the 0e-t
o6 0r&'d &)&re'e--
B A1"#%7;!7+ 7+(
T7!C7+*"* A()*%#!"*%E"
P*%4*9#!$+" $' I+#*%+*#
M7%D*#!+,
• !ith the I'ter'et 0ei'( & rel&ti5el/ 'e)
co11.'ic&tio' 1edi.12 the perceptio'-
o6 &d5erti-i'( &(e'cie- o' the .-e &'d
6.t.re o6 I'ter'et 1&r3eti'( h&-
i1port&'t i1plic&tio'- 6or co1p&'ie-
S$1%4*
U'i5er-it/ o6 Ne) So.th
!&le-
.-i'( the-e &(e'cie- to de5elop their
&d5erti-i'( -tr&te(ie-,
• Thi- re-e&rch i'5e-ti(&te- the perceptio'
o6 &d5erti-er- to)&rd- the .-e o6 the
I'ter'et &- & co11.'ic&tio' 1edi.1
=
Newspapers and Their Online
Editions:
Factors that Influence
Successful Integration
2&
Bo''ie Bre--er- &'d Ro0ert
#eed-
• Bec&.-e o6 the i'here't c.lt.r&l
di66ere'ce- 0et)ee' tr&ditio'&l
'e)-p&per -t&66 &'d o'li'e -t&662 i'd.-tr/
&'&l/-t- h&5e -.((e-ted th&t o'li'e
)or3er- -tr.((le 6or re-pect 6ro1 their
'e)-roo1 co.'terp&rt-,
• The perceptio' o6 the rel&ti5e e7.&lit/ o6
-t&t.- 0et)ee' the pri't &'d o'li'e -t&66-
)&- 'ot & -i('i6ic&'t predictor o6 le5el-
o6 i'te(r&tio'2 0.t it )&- po-iti5el/
&--oci&ted )ith 1&'&(er-’ report- th&t
o0jecti5e- h&5e 0ee' 1et2 -.((e-ti'(
th&t policie- &'d pr&ctice- &i1ed &t
e7.&liHi'( percei5ed le5el- o6 -t&t.-
0et)ee' the t)o (ro.p- )o.ld 0e
de-ir&0le,
< Selli'( Ne)-p&per Ad5erti-i'(
o' the )e0K
A C&-e St.d/ o6 the Ne)-p&per
Ad5erti-i'( !e0-ite i' A
Chi'e-e Pre-- Gro.p
B&
• The ori(i'&l ide& o6 de5elopi'( &
'e)-p&per &d5erti-i'( )e0-ite i- to
pro5ide &cce-- to the l&te-t2 1o-t
rele5&'t 1.lti1edi& -&le- pre-e't&tio'
&'d d&t&,
Fipi'( *.2 #,A,
#&-ter St.de't
School o6 ?o.r'&li-1
U'i5er-it/ o6 #i--o.riE
Col.10i&
Col.10i&2 #O BA;::
• Li'3- to d&t&0&-e-2 co1p.t&tio'&l tool-
&'d 6or1- 6or pl&ci'( order- co.ld &l-o
0e o' the )e0-ite, Additio'&ll/2
i'ter&cti5it/ 0&-ed o' the )e0-ite
0et)ee' the -eller- &'d 0./er- i- &l-o
projected,
• De-pite di66ere'ce- 0et)ee' the 0.-i'e--
1odel- 0et)ee' Chi'& &'d A1eric&2 the
t)o -t.die- h&5e 6o.'d -o1e co11o'
5&l.e- o6 the NA!,
• B.t e5e' the le&di'( Chi'e-e 'e)-p&per
te'ded to 0e 1ore co'-er5&ti5e &0o.t the
electro'ic orderi'( &'d d&t&0&-e
6.'ctio'-,
C A()*%#!"*% P*%4*9#!$+" C%$""
M*(!7 B1!;(" P1%407"* I+#*+#
BY
Report 0/ re-e&rch 6ir1
Ad5erti-i'( Perceptio'-
• The -t.d/ 6o.'d co'-.1er- e4pre--ed &
-tro'(er i'te't to 0./ & p&rtic.l&r
prod.ct &6ter the/ h&d 0ee' e4po-ed to
&d- 6or it o' 1ore th&' o'e 1edi.1,
• Th&t 6i'di'( co.ld le'd -tro'( -.pport to
1edi& 0./er- loo3i'( to j.-ti6/ cro--E
1edi& &d -pe'd2 e-peci&ll/ -i'ce Ji'te't
to 0./J i- co'-idered &' i1port&'t )&/
to 1e&-.re & c&1p&i('I- -.cce--,
:9 A()*%#!"*%"E M*(!7 • )he' & -&le-per-o' co1e- to .'der-t&'d
S*;*4#!$+ !+ S67;;
N*C"979*% M7%D*#"
B&
"e' S1ithG Ne)-p&per
Re-e&rch ?o.r'&l2 Vol, :C2 :CC<
J$1%+7; A%#!4;* EF4*%9#
the 6&ctor- th&t i'6l.e'ce the &d5erti-er2
Jthe -3ill- o6 th&t per-o' &re e'h&'ced,J
• The -&1e co.ld 0e -&id &0o.t the
rel&tio' -hip 0et)ee' &d5erti-i'(
repre-e't&ti5e- &t -1&ller 'e)-p&per-
&'d their clie't-,
CHAPTER/4 DATA ANALYSIS AND INTERPRETATIONK
4.1 PERCENTAGE ANALYSIS
TABLE NO. 4.1
INDULGE REMAINS ABOUT
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
M7"#0*7(
E E
S199;*6*+# '$%67#
:; @9
C$;$% "9%*7(
:; @9
C$+#*+#
A :B,A
S9*4!'!4 #$9!4LC%!#*%
:
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t @9R o6 &d5erti-er- re1&i'- &0o.t the
-.pple1e't 6or1&t o6 the INDULGE )here&- &'other @9R re1i'd- &0o.t the color6.l
-pre&d 2 :B,AR o6 the1 re1&i'- &0o.t the co'te't &'d re1&i'i'( & 1e&(er 8,AR o6
&d5erti-er- re1&i'- &0o.t the -peci6ic )riter o6 i'd.l(e
TABLE NO4.2
T0* 2*"# $' I+(1;,*
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
N*C" "9%*7( B :9
N*C" !#*6" !+ *)*%& C**D @ ;8
C$;16+!"# ; <
N*C 9%$(14# ;71+40*" :: @9
I+#*%*"#!+, %*7( 7" 7
C0$;*
= :C
TOTAL 89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 8B,AR o6 &d5erti-er- li3e- the
'e) prod.ct l&.'ch i'6or1&tio' i' i'd.l(e2 )here&- ;8,AR &d5erti-er- opi'io' i- th&t
i'd.l(e i- & i'tere-ti'( re&d &- & )hole,
TABLE NO4.3
P*%4*9#!$+ $' I+(1;,*.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
G%*7# 9%$(14#
E E
T0* %!,0# '!#
A :B,B
A +*C #%*+( C7)*
:A A9
I+'$%67#!)*
< ;B,B
A+$#0*% "199;*6*+#
B,B
TOTAL
=9 :99
INFERENCESK
>ro1 the &0o5e t&0le it i- 6o.'d th&t @CR o6 &d5erti-er- percei5e i'd.l(e &- & 'e) tre'd
)&5e 6or Che''&i 1&r3et2 =R o6 &d5erti-er- percei5ed &- j.-t &' &'other -.pple1e't,
TABLE NO4.4
T0* ;$$D 7+( 4$+#*+# $' #0* 9%$(14#.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
EF4*;;*+#
9 9R
-*%& ,$$(
B ;9R
I+'$%67#!)*
C 89R
C$;$%'1; I !+#*%*"#!+,
= ;8,8R
C79#1%*" #0* 407+,*"
< ;B,=R
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 89R o6 &d5erti-er- opi'io'
&0o.t the loo3 &'d co'te't o6 the -.pple1e't i- &- i'6or1&ti5e,
TABLE NO 4.5
W7!#!+, '$% 7 ,%72 $' #0* 9%$(14# *740 C**D.
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 A8R o6 &d5erti-er- -&/- th&t
the/ 0ro)-e thro.(h the p&per )he'e5er the/ -ee it )here&- ;=R &d5erti-er- -&/ th&t
the/ )&it to (r&0 the prod.ct &'d ;9R o6 &d5erti-er- doe- 'ot )&it 6or the prod.ct,
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
$ 26%6%
No
6 20%
Browse through it
#6 5"%&%
TOTAL
"0 #00
TABLE NO 4.M
T0* !69%$)*6*+# #$ 2* 67(* !+ #0* 9%$(14#.
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
C$+#*+# :< B9R
L7&$1# :; @9R
P79*% :17;!#& 9 9R
TOTAL 89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 B9Ro6 &d5erti-er- -&/- th&t
co'te't o6 the -.pple1e't 'eed to 0e i1pro5ed )here&- @9R o6 &d5erti-er- -&/- l&/o.t
'eed to 0e i1pro5ed,
TABLE NO 4.N
L$$D $1# '$% #0* 9%$(14# *740 C**D.
R*"9$+"*" R*"9$+(*+#" 9*%4*+#7,*
A()*%#!"*6*+# :; @9R
I+'$%67#!$+ :B A8,@
N*C ;!'* "#&;* 9%$(14#" ; B,BBR
TOTAL
89 :99
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t 1&4i1.1 o6 8BR o6 clie't- loo3 o.t
6or &d5erti-e1e't &'d i'6or1&tio' &'d 1i'i1.1 o6 ;<R )ere loo3- o.t 6or 'e) li6e
-t/le prod.ct-,
TABLE NO 4.8
L!D* #$ *+07+4* 2%7+( *:1!#& #0%$1,0 I+(1;,*.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to e'h&'ce
their prod.ct 0r&'d e7.it/ thro.(h i'd.l(e
TABLE NO 4.9
L!D* #$ 7()*%#!"* !+ I+(1;,*.
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to &d5erti-e
i' i'd.l(e
TABLE NO 4.1B
W$1;( ;!D* #$ 4$+#!+1* #0* I+(1;,*
R*"9$+"*" R*"9$+(*+#" P*%4*+#7,*
Yes
#& &6%6%
No
#6 5"%"%
TOTAL
"0 #00
INFERENCES
>ro1 the &0o5e t&0le it i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to co'ti'.e
to &d5erti-e i' i'd.l(e
CHAPTRER – 5 CONCLUSION
5.1 RESULTS AND FINDINGS
:, It i- 6o.'d th&t @9R o6 &d5erti-er- re1&i'- &0o.t the -.pple1e't 6or1&t o6 the
INDULGE )here&- &'other @9R re1i'd- &0o.t the color6.l -pre&d 2 :B,AR o6
the1 re1&i'- &0o.t the co'te't &'d re1&i'i'( & 1e&(er 8,AR o6 &d5erti-er-
re1&i'- &0o.t the -peci6ic )riter o6 i'd.l(e
;, It i- 6o.'d th&t 1&4i1.1 o6 8B,AR o6 &d5erti-er- li3e- the 'e) prod.ct l&.'ch
i'6or1&tio' i' i'd.l(e2 )here&- ;8,AR &d5erti-er- opi'io' i- th&t i'd.l(e i- &
i'tere-ti'( re&d &- & )hole,
8, It i- 6o.'d th&t @CR o6 &d5erti-er- percei5e i'd.l(e &- & 'e) tre'd )&5e 6or
Che''&i 1&r3et2 =R o6 &d5erti-er- percei5ed &- j.-t &' &'other -.pple1e't,
@, It i- 6o.'d th&t 1&4i1.1 o6 89R o6 &d5erti-er- opi'io' &0o.t the loo3 &'d
co'te't o6 the -.pple1e't i- &- i'6or1&ti5e,
A, The 1&4i1.1 o6 A8R o6 &d5erti-er- -&/- th&t the/ 0ro)-e thro.(h the p&per
)he'e5er the/ -ee it )here&- ;=R &d5erti-er- -&/ th&t the/ )&it to (r&0 the
prod.ct &'d ;9R o6 &d5erti-er- doe- 'ot )&it 6or the prod.ct,
B, The 1&4i1.1 o6 B9Ro6 &d5erti-er- -&/- th&t co'te't o6 the -.pple1e't 'eed to
0e i1pro5ed )here&- @9R o6 &d5erti-er- -&/- l&/o.t 'eed to 0e i1pro5ed,
=, The 1&4i1.1 o6 8BR o6 clie't- loo3 o.t 6or &d5erti-e1e't &'d i'6or1&tio' &'d
1i'i1.1 o6 ;<R )ere loo3- o.t 6or 'e) li6e -t/le prod.ct-,
<, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to e'h&'ce their prod.ct 0r&'d
e7.it/ thro.(h i'd.l(e
C, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to &d5erti-e i' i'd.l(e
:9, It i- 6o.'d th&t A8,8R o6 &d5erti-er- &re 'ot )illi'( to co'ti'.e to &d5erti-e i'
i'd.l(e
5.3 LIMITATION OF STUDY
? The d&t& 6or the project )&- co'd.cted 6ro1 the opi'io' o6 &d5erti-er- i'
1&r3et, A'/ 0i&- i' the opi'io' o6 6&l-e )ill i1p&ct o' the 6i'di'(- o6 the
-t.d/,
? The -&1ple -iHe )&- l&r(e &- the &d5erti-er 1&r3et- )ere to 0e
i'ter5ie)ed )hile &t )or3,
? So1e o6 the &'-)er (i5e' 0/ the re-po'de't- 1&/ 0e 0i&-e-,
? >e) re-po'de't- )ere rel.ct&'t )hile &'-)eri'( the 7.e-tio' d.e to their
0.-/ -ched.le,
? Ti1e i- & co'-tr&i't 0ec&.-e d.r&tio' o6 project i- o'e 1o'th,
? So1e o6 the &d5erti-er’- )ere he-it&ti'( to (i5e )holeE he&rted opi'io'-
d.e to 6e&r,
5.4 SUGGESTIONS
• I' thi- -t.d/ o0-er5ed th&t h&l6 &'d &0o5e o6 the re-po'de't- &re
1e'tio'ed th&t the i1pro5e1e't h&5e to 0e 1&de i' co'te't o6 I'd.l(e2 -o
the co1p&'/ c&' t&3e e66ort to i1pro5e the co'te't,
• A' &d5erti-er- 6eel- th&t 'e)- -pre&d c&' 0e i'cre&-ed i' the i'd.l(e -o
th&t 1&'/ i'6or1&tio' c&' 0e -ee',
• A5&il&0ilit/ o6 the prod.ct i- -c&rce2 -o the co1p&'/ c&' i1pro5e it-
circ.l&tio'
5.5 C$+4;1"!$+
The i'6or1&ti5e &'d i'tere-ti'( &'&l/-i- o6 “Ad5erti-er-’ perceptio' &0o.t
I'd.l(e i' The Ne) I'di&' E4pre-- Che''&i %2 &d5erti-er- perceptio' pro5ide- 1edi&
co1p&'/ e4ec.ti5e- i'-i(ht 'ece--&r/ 6or i'cre&-i'( &d -&le-2 1&r3et po-itio' &'d
co1petiti5e &d5&'t&(e, A'd it help- to 1&3e 1ore 0e'e6it- to &d5erti-er-, To (i5e
&d5erti-i'( to &d5erti-er- 6or )hich o'e i- hi(hl/ e4pected,
It i- co'cl.ded th&t &d5erti-er-’ perceptio' &re the 0&-ic thi'(-2 )hich
co.ld help6.l to the co1p&'/, So1e -.((e-tio'- &re (i5e' i' thi- project2 )here the
co1p&'/ co.ld loo3 i'to the (re/ &re&- &'d tr/ to recti6/ the12 -o th&t &d5erti-er- co.ld
0e hi(hl/ -&ti-6ied,
doc_623469470.doc