Introduction

Advertising is one of the elements of marketing mix.

“Advertising is a paid form of mass communication from an identified advertiser”
American marketing association(AMA) defines advertising as “advertising is any
paid form of non personal presentation and promotion of ideas, goods and services
by an identified sponsor.”
Objectives of advertising:
• Increase in sales

• Change in attitude of the consumer

• Increase in brand awareness

• Creating desire for the product

• Providing information about the product

The role of advertising is to create awareness and even generate a trial purchase.

Advertising aims at promoting the products and services of a company. It helps in the creation of
a brand identity and serves as an effective means to communicate to the world the value of the
product or the service. Through different advertising techniques, companies achieve a growth in
the sales of their products and services by attracting the masses towards them. Different types of
advertising techniques aim at highlighting the product features and bringing about its uniqueness
in relation to its competitors. Advertising techniques often intend to make a product stand out by
throwing light on its features that make it look different from the rest. Advertising is carried out
through different media so that the advertisements gain a mass appeal. It is brought before the
public through various channels to ensure that the product or the service is noticed by the general
public. Following is a description about the various types of advertising techniques.

Print advertising makes use of the print media such as magazines and newspapers. The print
media also offers options like advertising through brochures or pamphlets. The effectiveness of
the advertisement made through the print media depends on the popularity of the media used.
The advertisements, which appear in prominent newspapers, have a greater chance of being
noticed. Fliers and brochures are commonly distributed with newspapers and supplements are
attached to newspapers. In such cases, the popularity of the newspaper and the location of the
advertisement in it, matter most.

The use of audio-visual media is another popular advertising technique. Television, radio have
been used in advertising since long. Internet advertising that has emerged in the relatively recent
times has earned a huge recognition. In case of radio and television the broadcasting time decides
the cost of the advertisement while the livelier Internet hosts websites that contain
advertisements. Advertisements relate to the subject discussed by the website and popularity of
the website and the position of the advertisement on the web page are determinants of its
noticeability.

Advertisers use not only the print and the TV and radio channels but also movies to feature their
advertisements. Covert advertising is the practice of indirectly publicizing a product through
movies and TV shows. For example, the actress in the film or the TV show may be shown to be
using a particular brand of clothes or cosmetics; a particular restaurant or company may be shot
so that the company name appears in the scene. The audiences watching the show or the movie
are sure to notice the name advertised, thus contributing to the promotion of the product
showcased.

The use of eminent people for the promotion of a brand is one advertising technique while
making use of common people is another. The purpose behind the use of celebrities is that many
identify with the celebrities and it is a general psychology to emulate the person one identifies
with. Celebrities are widely admired and hence prove highly effective in advertising. The use of
plain folks strategy in advertising is based on the idea that common people can easily reach out
to the masses.

Some advertising techniques use promotional techniques that demonize the enemy. A point of
view is stressed upon the masses and the ones with an opposite standpoint are made to feel
inferior. Some advertisers present before the public a comparative study between two brands and
bring out the superiority of their product in comparison to the competitors.

Some advertising techniques use sarcasm to promote a product while demoting the competitors'
products. Many advertising techniques are based on repetition in which the product or the service
name is emphasized and is repeatedly put forth the public. Some advertising techniques make
use of human psychology to follow something because the others are following it. People in
large numbers are shown to be using the product thus in a subtle way compelling the audiences
to start using it. Advertising techniques often make use of emotional and touching words or
actions to attract the masses.

Advertising techniques are and should be efficiently used for social causes. Awareness about
certain important subjects, social issues and environmental problems can be effectively
communicated to the public by means of advertisements. The government and other social
organizations are seen implementing public service advertising. But commercial product and
service companies should take the eyes off moneymaking for a little while and come forward to
advertise for a social cause.

Types of advertising media:

Indoor Out Door Direct Display

1.Press 1.Poster 1.Envelope And Post 1.Displays

Cards
News paper, 2.Painted Displays (a) Window
magazine 2.Book Let
3.Travelling Displays (b)Counter
2.Radio 3.Catalogues
4.Neon Signs 2.Show Room
3.Tv 4.Sales Letters
5.Electric Signs 3.Exhibitions
4.Cinema 5.Samples
4.Trade Fairs
5.Video

Modern advertising techniques include seven that you should consider:

1. Email Advertising
2. Video Advertising
3. Audio Advertising
4. Search Advertising
5. Onsite Advertising
6. Mobile Phone Advertising
7. Truck and Car Advertising

I recently completed a series of posts on these modern advertising techniques. The posts provide
additional information on each technique so I’ve linked to them when relevant.

1. Email Advertising
Email advertising tops this list of modern advertising techniques because it tops the lists of new
and growing advertising expenditures. From small Internet marketers to large offline and online
stores, email advertising is vital to modern advertising and marketing campaigns.

2. Video Advertising

Video Advertising can be done on and off line. Many local cable channels offer video ads and
informercials on a search basis for viewers. So your ad is only seen by people interested in what
you sell.

Video marketing is also big on the Internet. Most online videos are more promotion than
advertisement, but they play an important role in online success.

3. Audio Advertising

Audio advertising. whether across the Internet or the airwaves, enables you to target a narrow
market and to deliver relevant and timely messages that encourage an immediate response.

Although second to video online, offline audio advertising (radio advertising) provides all the
benefits of online audio advertising. And if you advertise on highly targeted stations and shows,
it isn’t that expensive.

4. Search Advertising

Search advertising, like Google’s Adwords, can provide much traffic for an online business, but
it can also cost far more than it returns in sales. To use search advertising effectively, you need to
constantly test your ads. Then rewrite and redesign them from your test results.

There’s both skill and science to search advertising. So before you jump in, read some ebooks
and study the search engine’s documents about their pay per click programs.

5. Onsite Advertising

Onsite advertising can be considerably less expensive than search advertising. Generally a click
from an ad on site costs less than the same click from a search. With Google’s new AdPlanner, it
will be easy to target a market with ads across the Internet. You can even pick the sites that you
want to carry your ads and deny ones that you don’t.

6. Mobile Phone Advertising

Mobile phone advertising is projected to grow from just under 500 million in 2006 to a almost 5
billion by 2011.

And why not. It’s interactive, unobtrusive, and immediate. Most people have their mobile phones
with them all the time. So they can react instantly to banner phone ads that catch their attention.

7. Truck and Car Advertising

o Advertising wraps put on everything from semi trucks to business car.
o Using mobile billboards built on trucks by paying rent.
o Using actors and props to perform your ad in a glass sided truck

Advertising agency:

An advertising agency is an independent firm formed for the purpose of

rendering specialized in advertising.

Such as preparing copy and layouts for advertisement out through suitable
media.

In short it is an independent agency engaged in the preparation and placing

of advertisement for and on behalf of the advertisers.

It, having various departments, manned by specialist, such as artists,

copywriters and media experts, etc.

Functions of advertising agency:

 Advertising plan

Creation of execution

Co-ordination

Research

Mechanical production traffic

Accounting

Public relation

Departments of advertising agency:

Contact department

Media department

Copy department

Art and visualization department

Production department

Finance department

Research department

Public relation department

Advantages of advertisement in company point of view:

It can increase the sales.

 It can increase the consumer level.

It infuses the consumer to buy product.

It creates good image about product as well as company image.

It supports the direct sales.

It can make demand to the product. It acts as a reminder.

Advantages of advertisement in consumer point of view:

Advertisement can educate the consumer about the usage of product or

service.

Consumer can get detail about product or service price, design, color.

Consumer can know where the product is available.

Consumer can get idea about which one product or service is best.

Advertisement reduces the purchase time of consumer.

COMPANY PROFILE

Ogilvy & Mather is an international full service advertising agency based in

New York City and owned by the WPP Group. The company operates 497
offices in 125 countries around the world and employs approximately 16,000
professionals.

Ogilvy & Mather founded by David Ogilvy in 1850.

The company was incorporated in India in August 1928 under the name D J
Keymer & Co. Ltd. Between then and today, Ogilvy & Mather Pvt. Ltd.

In 1989 The Ogilvy Group was bought by WPP Group, a British holding
company, for US$864 million.

In South Asia they are the no.1 company in advertising industry.

In India Ogilvy & Mather have five offices in main five cities (Bombay, Delhi,
Chennai, Calcutta, and Hyderabad)

 What they doing:

◦ Print advertising

◦ Television advertising

◦ Radio advertising

◦ Web sites advertising

◦ Outdoor advertising

◦ Email marketing,

◦ Direct marketing
 ◦ Promotion activities

◦ Public relation

◦ Web banner

◦ Communication & Packaging

Major Clients of Ogilvy

Indian premier league

Vodafone

Preffetti

Bingo

Asian paints

Fevicol

Eva

Alpinelebie

Center fresh

Coca cola

Dove

IBM

Nestle

Amaron

Lenovo

DLF

Bank of India

Parryware

Amway

Adidas
Competitors of Ogilvy & Mather

1.Jwt
2.Lintas
3.RK-Swamy-BBDO
4.Leo-Burnett
5. Mudra

Achievement of Ogilvy & Mather

◦ O&M India has won a Silver and Bronze at Ad fest 2009

(23 Mar 2009).

◦ Ogilvy India’s only agency to win metals at the DMA ECHO

(16 Oct 2008).

◦ O&M India wins big at the AME Awards (18 Sep 2008).

◦ O&M India Tops Nielsen/Agency Track again, for the 3rd time
(4 Sep 2008).

◦ O&M India, only agency from India to win most awards at PMAA
(4 Aug 2008).

◦ O&M India wins 4 awards at the ADFEST(31 Mar 2008)

◦ O&M India has three nominations at the World Effie's 2008

Sweta Bhattacharya (11 May 2008)
Achievements of Ogilvy & Mather

• O&M India is the creative agency for Canara Bank (4 Jan 2008).

 O&M India has won yet another Unilever skincare brand (3 Dec 2007).

 Ogilvy India wins 2 Gold awards at the LIA(13 Nov 2007)

 O&M bags the grand Emvie along with 5 gold's at emvies 2007
Lorraine Martin (2 Jul 2007)

Ogilvy & Mather India has just won 5 out of the 7 awards
at the ad fest (16 Mar 2007)

 10 Times in 11 Years, ABBY goes to Ogilvy India

Lorraine Martin, Ogilvy India (5 Mar 2007)
Industry Profile:

Indian advertising Industry

The Indian advertising industry is expected to grow 61% by 2010 (with

advertising spend climbing to Rs. 36,731 core).

As per report by ZenithOpti Media, “...expect advertising expenditure in India

to increase from 0.50% of the gross domestic product (GDP) to 0.53% over
the next three years,”

Worldwide, the ad industry is expected to grow 6.7% to reach $61bn and

Internet advertising is expected to surpass magazine advertising; and the
upswing will be triggered by quadrennial events like Olympics, US elections
and Euro 2008.

For every hundred rupees spent by advertisers, Rs 91 is spent on television

and the print media while the outdoor media accounts for Rs 5. The rest is
divided between cinema, radio and the Internet.

Will we witness the same in India? i.e., say Times of India’s Ad Networks far
as Indian market is concerned: Internet advertising contributes only 1.8 % of
the country’s total advertising spends. Internet medium is set to witness 150
per cent growth in 2008

With the dawn of the Internet came many new advertising opportunities.
Popup, Flash, banner, advergaming, and email advertisements (the last often
being a form of spam) are now commonplace.

In the last three quarters of 2009 mobile and internet advertising grew by
18.1% and 9.2% respectively. Older media advertising saw declines: -10.1%
(TV), -11.7% (radio), -14.8% (magazines) and -18.7% (newspapers).
Objectives of the
study:

 To know the awareness level created by advertisement on consumer.

 To know the response created by the advertisement on consumer.

 To find out which type of media made impact on the customer.

 To know the customer preference

REVIEW OF LITERATURE

The response from consumers to advertising campaigns depends up on the

involvement of consumers the involvement is also responsible for the effectiveness of
advertisement. The role of involvement as a mediator of advertising effectiveness is considered.
A review of the literature demonstrates that the role may not be straightforward, especially
taking into account factors built into advertising planning grids such as the FCB or Rossiter-
Percy grids. An analysis of influences on an audience's predisposition to become involved, as
well as features of advertising likely to encourage involvement, is presented. Specifically,
advertising involvement is examined in depth. Both general disposition to advertising and to a
specific advertisement are considered. The television advertising disposition segmentation,
consisting of acceptors, players, rejecters and uninvolved, which was discussed at MRS
Conferences between 1984 and 1997, is reviewed for its relevance to involvement. A programme
of research examines the extent to which disposition to different media is consistent and whether
mixed media campaigns can reach rejecters or those not involved in one type of media. In
addition, the sensitivity of a new measure of involvement with specific advertisements is
examined.

Involvement and advertising

Because audience involvement seems likely to influence or mediate the effectiveness of intended
marketing communications, marketers have shown considerable interest in the phenomenon. If
we could anticipate the degree and type of involvement a marketing communication or medium
might enjoy with its target audience, one might better formulate communication strategy and
tactics (see Krugman 1965, 2000; Petty et al. 1983; Rossiter & Percy 1991; Kover & Abruzzo
1993; Poiesz & Robben 1994; Grunert 1996). For instance, in the elaboration likelihood model
(Petty et al. 1983) it is postulated that there are two basic ways in which a communication may
influence its audience. High involvement communications are processed centrally and the
audience engages more consciously with the communication to the extent that it may be
'elaborated', perhaps prompting the person consciously to revise an opinion or to consider
purchasing in advance of other marketing contact (for instance, point-of-sale influences). Other
communicatio ns may be processed peripherally if of little relevance, though they may still affect
purchasing at point-of-sale with attitude change often occurring after trial. Centrally processed
learning may occur after one exposure, while frequency may be a factor for learning if
peripherally-processed.

Rossiter and Percy (1991) note that individuals in a product category may differ in their
involvement in products and brands (and so their advertisements) depending on, for example,
awareness of, experience of and commitment to products and brands. They equate involvement
with-the-degree-of risk the audience associates with a purchase -- high risk presumably means
advertising is worth processing in more detail; low risk means this is not the case. Greenwald
and Leavitt (1984) identified four levels of involvement (in order from low to high) as pre-
attention, focal attention, comprehension and elaboration with useful suggestions for measures to
determine the extent of each.

Two advertising tactical grids have been produced that incorporate involvement of one sort or
another as a determinant -- the FCB advertising planning grid (Vaughn, 1980, 1986; Ratchford
1987; Ratchford & Vaughn 1989) and the Rossiter and Percy planning grid (1991). Importantly,
audience involvement is not always seen to be the Holy Grail in the sense that it is not always
possible to achieve with low-involvement product categories and brands. However, it is a
relevant situational factor that needs to be taken into account when planning and then evaluating
advertising. In terms of planning, advertisers need to be realistic about what they can hope to
communicate in low-involvement situations. Likewise, in high-involvement situations
advertisers need to consider the possibility of a 'boomerang effect' where the audience studies the
message critically and possibly reacts adversely (Baudrillard 1983; Greenwald & Leavitt 1984).
In short, involvement is but one variable in the mix, and careful thought needs to be given to the
total picture (product category, brand, target audience characteristics, medium, advertising and
so on) as well as the type of involvement (high, low; emotional, cognitive; positive, negative)
and so the choice of relevant criteria against which to assess effectiveness.

In addition, the nature of the communication in terms of its left or right brain hemisphere
emphasis is another research consideration (Hansen 1981). High involvement is sometimes
associated with 'thinking', suggesting it is a cognitive (information processing) and verbal
process in the first place (left brain). However, it is possible in some cases that high involvement
may be characterised as non-verbal, holistic gestalt, possibly emotional in the first instance and
metaphorical (right brain); for instance, some fragrance and car advertising and the toilet roll
puppies. So, for the purpose of this paper, advertising involvement may be defined as the extent
to which the target audience engages with the advertising emotionally and cognitively. This may
be a function of both the audience's disposition brought to the advertising and the advertising
itself.

Factors that may influence the degree of involvement with which a consumer might approach an
advertisement (disposition) as well as aspects of an advertisement that might encourage or
discourage involvement.
A definition of advertising involvement

Any definition of advertising involvement should be based on the extent to which the audience
actively engages with an advertisement cognitively and emotionally. This would encompass:

* the degree of attention paid to the advertisement (James & Kover 1992)

* the degree of stimulus-triggered cognitive and/or emotional activity

* the degree of personal relevance and interaction experienced between the audience and the
advertisement.
It may be that the advertising evokes positive feelings measured in practice by various likeability
scales. However, likeability is not the same as involvement. Some communications are simply
informative and effective (cognitively involving). Others may be irritating but sometimes
effective (negatively emotionally involving). Others may be positively emotionally involving
and effective or ineffective if in the latter case it distracts from the key communication. So it is
vital that measures of involvement reflect more than just likeability and cover these other
possibilities.

In the rest of the paper we will examine advertising involvement in more depth. We will consider
general attitudes to advertising as well as attitudes to a specific advertisement.

Advertising involvement (general and specific)

Disposition to TV advertising in general

It has been suggested that 'overall attitudes toward advertising might also affect the degree of
involvement with an advertisement' (James & Kover 1992). A recent review of research carried
out on consumers' disposition to TV advertising noted the importance of understanding the
mindset of key audience segments known as TV advertising 'acceptors', 'rejecters', 'players' and
'uninvolved' (Bond & Brace 1997).
 RESEARCH METHODOLOGY

RESEARCH DESIGN

The project is carried out to study the consumer response towards the promotional
advertising campaign of khazana jewellery. The research was done as descriptive research as
customer

SAMPLING TECHNIQUE

The sampling design adopted for the study is convenience sampling. As the selection is
done purposively for the intensive study, it is based entirely on the researcher’s discretion. The
sample size for the study is 250 respondents and the sample population consists of active
shoppers at khazana jewellery Chennai.

DATA COLLECTION

This research uses both primary and secondary data. The primary data has been collected
from khazana jewellery, Chennai city. The primary source of data collection was through
structured questionnaire. The secondary data has been obtained from the company sources and
through internet & books.

PLACE OF RESEARCH

The place of the research is Khazana Jewellery , T.Nagar.

PERIOD OF RESEARCH:

The period of study is February 2010 to March 2010.

STATISTICAL TOOLS APPLIED:

1. Percentage Analysis
 2. Chi square method

Scope of study

 The study will attempt to find out the awareness level of product.

 The study can help to find out whether the advertisement is reached the target audience.

 The advertiser can identify the gap of improvement themselves.

 The study can find out whether the advertisement was educating the customer in right
way or not.
Need for the study

 To know whether the advertising campaign was successful or not.

 To know the awareness level of product.

 To know whether the advertising campaign increased the customer base or not.

 To know the sales level of product before the advertisement and after the advertisement.

 To know which media carry the advertisement successfully.

Limitations of study

 The study is restricted to the limited areas only in Chennai

 The data is collected from the consumer is qualitative in nature i.e. views, opinions, &
perceptions. this factors may be changed from time to time

 The time allotted for the study is only three months which is very short period for
conducting descriptive research.

 Respondents many times adjusted the respondents to what they considered appropriate to
the situation.
TABLE: 1

Table showing the Gender classification of the Respondents

Particulars No of Respondents Percentage

Male 87 34.80%

Female 163 65.2%

Total 250 100%

FIGURE: 1

Chart showing the Gender classification of respondents

Inference:

It is inferred that 34.80% of the respondents are male respondent and 65.2% of
respondents are Female Respondents.

TABLE: 2

Table showing Age wise classification of the Respondents

Age No of respondents percentage

Less than 30 35 14%

31-40 74 29.6%

41-50 68 27%
 51-60 47 18.8%

Above 26 10.6%

Total 250 100%

Chart showing the age wise classification of the respondents

Inference:

It is inferred that 29.6% of the respondents are in the age limit between 31-40
Years of age, 14% 0f hire purchase customer are in the age limit of less than 30
years and 27% of customers are 41-50 age, 10.6% of customers are above 60.

TABLE: 3 Table showing the Monthly Income Level Classification of

respondents

Income category No. of percentage

Respondents

Less than 10000 46 28%

Rs.10000-20000 85 34%

Rs.20000-30000 58 24%

Rs.30000-40000 39 15.6%

Above 40000 22 8.8%

Total 100 100%

Chart showing the monthly Income Level classification of respondents

Inference:

The chart shows that 28% of the respondents belong to income level of
lessthan10000, 34% of the respondents belong to 10000-20000 income level, 24%
of the respondents belong to 20000-30000 income level, 15.6% of the respondents
Belongs to 30000-40000 income level and remaining 8.8% are above 40000 income
level.
TABLE: 4

Table showing time period the customer is associated with khazana

jewellery ?

years No. of Percentage

Respondents

Less than 1year 67 26.8%

1-3 year 41 16.4%

3-5 year 36 14.4%

Above 5year 25 10%

New 81 32.4%

total 250 100%

Chart showing time period the customer is associated with khazana

jewellery

Inference:

The chart shows that 26.8%customer associated with khazana less than
1year, 16.4%customer associated with khazana 1-3year, 14.4%customer associated
with khazana 3-5year, 10%customer associated with khazana less than above 5
year, 32.4%customer were new to khazana.

TABLE: 5

Table showing the occupation wise classification of the Respond

Occupation No. of Percentage

respondents

Professionals 75 30%

Business 59 23.6%

Private Employee 68 27.2%

Govt Employee 23 9.2%

 Others 25 10%

Total 250 100%

Diagram showing the occupation wise classification of the Respondents

Inference:

The chart shows that 23.6% of the respondents are business people, 7% are
professionals, 9.2% are Govt. employee, 30% are private employee and remaining
10% of respondents are others.

TABLE: 6

Table showing how the customers came to know about khazana jewellery.

Reasons No .of respondents Percentage

Advertisement 107 42.8%

Friends/family 47 18.8%

Regular customer 84 33.6%

others 12 4.8%

Diagram showing how the customers came to know about the khazana
jewellery.

Inference:

The chart shows that 43% of the total respondents known through advertisement,
33% of the respondents were regular customers, 19% people are aware through
family and friends and remaining 5% of the respondents are others.
TABLE: 7

Table showing the reason for buying jewellery now.

Reasons No. of respondents Percentage

85 34%
Occasion
53 21.2%
festival
112 44.8%
offers
250 100%
Total

Diagram showing the reason for buying jewellery now.

Inference:

The diagram shows that 34% of the respondents bought gold for occasions, 22%
bought for festival reasons and 44% of the customer bought for offers.

TABLE: 8

Table showing awareness level of advertisements of khazana.

Particulars No. of Percentage

Respondents

Yes 180 72%

No 70 28%

Total 100 100%

Chart showing awareness level of advertisements of khazana.

s

Inference:

The chart shows that 72% of the total respondents are aware of khazana jewellery
advertisement, 28% of respondents are not aware of advertisement.

TABLE: 9

Table showing the recalling level of khazana jewellery advertisement.

Particulars No. of Percentage

Respondents

Yes 165 0.66%

No 85 34%

Total 250 100%

Chart showing the recalling level of khazana jewellery advertisement.

Inference:

The chart shows that 66% of the total respondents are can recall khazana jewellery
advertisement, 28% of respondents did not recall the advertisement.
TABLE: 10

Table showing whether the advertisement are appealing.

Particulars No. of Percentage

Respondents

Yes 203 81.2%

No 47 18.8%

Total 250 100%

Chart showing whether the advertisement is appealing.

Inference:

The chart shows that 81.2% of the total respondents feel advertisement is
appealing , 18.8% of respondents felt that advertisement is not appealing.

TABLE: 11

Table showing awareness of “lowest value addition” offer of khazana &

media responsible for creating awareness

Sources No .of Respondents Percentage

Tv 84 33.6%

Word of mouth 38 15.2%

News paper 45 18%

Outdoor media 52 20.8%

Not aware 31 12.4%

Total 250 100%

Chart showing awareness of “lowest value addition” offer of khazana &
media responsible for creating awareness

Inference:

Chart shows that 33.6% of the customers are aware through Tv , 15.2% of the
customers are aware through word of mouth,18% of the customers are aware
through news paper,20.8% of the customers are aware through outdoor media,
and 12.4 % of the customers are not aware of offer
TABLE: 12

Table showing awareness of “Bumper car offer” of khazana & media

responsible for creating awareness.

Sources No .of Respondents Percentage

News paper 70 28%

Word of mouth 38 15.2%

Radio 45 18%

Outdoor media 58 23.2%

No aware 39 15.6%

Total 250 100%

FIGURE 12

Chart showing awareness of “Bumper car offer” of khazana & media

responsible for creating awareness.

Inference:

Chart shows that 28% of the customers are aware through news paper , 15.2% of
the customers are aware through word of mouth,18% of the customers are aware
through radio,23.20% of the customers are aware through outdoor media, and very
few 15.6 % of the customers are not aware of offer.
TABLE: 13

TABLE SHOWING RESPONSE OF CUSTOMERS TO THE OFFER WHO ARE

AWARE OF ADVERTISING

particulars respondents Percentage

Only for gold 50 23%
Gold+offer 100 47.6%
Only for offer 60 28.57

13.CHART SHOWING RESPONSE OF CUSTOMERS TO THE OFFER WHO ARE

AWARE OF ADVERTISING

Inference

Among 210 respondents 23% came only for gold, 47.6% came for
gold+offer,28.57% came only for offer after seeing advertisement of bumper offer.

TABLE: 14

Table showing the factors that drive customers to khazana jewellery

(Rank)
particulars Rank Rank 2 Rank 3 Rank 4 Rank 5 Total
1

Design
60 92 46 28 24 250
Gold Rates
85 66 40 32 27 250
Service
24 20 68 58 80 250
Brand Name
51 36 58 61 44 250
Bumper
30 39 51 68 62 250
Prize

Total 250 250 250 250 250 1250

FIGURE: 14

Chart showing the factors that drive customers to khazana jewellery

(Rank)

Inference:

Chart shows that 85 customers gave rank 1st to gold price, 92 customers were gave
rank 2nd to design, 68 customers were gave rank 3rd to service,68 customers were
gave 4th rank to brand name and finally 5th rank is bumper prize.
TABLE: 15

Table showing the awareness of ads of other stores

FIGURE: 15

Chart showing the awareness of ads of other stores

Particulars No. of Percentage

Respondents

Joy Allukas 74 29.6%

Nathelah 51 20.4%

Tanishq 23 9.2%

Saravana store 35 14%

Grt 42 16.8%

Prince 17 6.8%

No 8 3.2%

Total 250 100%

Inference:

Chart shows that 29.6% of respondents are aware of Joy Allukas ad, 20.4% of
respondents are aware of Nathelah, 9.2% of respondents are aware of tanishq, 14%
of respondents are aware of saravana stores ad, 16.8% of respondents are aware
of GRT, 6.8% of respondents are aware of prince, and only 3.2% of respondents are
not aware of any ads.
TABLE: 16

Table showing the best jewellery store advertising

FIGURE: 16

Chart showing the best jewellery store advertising

Particulars No. of Percentage

Respondents

Khazana 62 24.8%

Joy Allukas 75 30%

Nathelah 47 18.8%

Tanishq 15 6%

Saravana store 18 7.2%

Grt 21 8.4%

Prince 12 4.8%

Total 250 100%

s

Inference:

Chart shows that 30% of respondents said Joy Allukas ad is best, 18.8% of
respondents said Nathelah ad is best, 6% of respondents said tanishq ad is best,
7.2% of respondents said saravana store ad is best, 8.4% of respondents said grt ad
is best, 4.8 of respondents said prince ad is best, and 24.8% of said khazana ad is
best.
TABLE: 17

Table showing the customers who continues relation with khazana

jewellery.

Particulars No of Respondents Percentage

Yes 189 75.6%

No 37 14.8%

Can’t say 24 9.6%

Total 250 100%

FIGURE: 17

Chart showing the customers who continues relation with khazana

jewellery.

Inference:

It is inferred that 75.6% of respondents will continue the relationship with khazana
jewellery, 14.8% of respondents said they will not continue the relationship with
khazana jewellery, and 9.6% of the respondents can’t say anything

TABLE: 18

Table showing the customer who will recommend khazana jewellery

To friends and relatives

Particulars No of Respondents Percentage

Yes 207 82.8%

No 43 17.2%

Total 100 100%

FIGURE: 18
Chart showing the customer who will recommend khazana jewellery

To friends and relatives

Inference:

It is inferred that 82.8% of respondents will recommend khazana jewellery to

friends and relatives, 17.2% of respondents will not recommend to friends and
relatives.
Chi- square test:

The relationship between age and awareness of the advertisement.

Ho (Null hypothesis): There is no relationship between age and awareness of the

advertisement.

H1 (alternative hypothesis): There is relationship between age and awareness of the

advertisement.

Observed frequency table

AGE
LESS
/ 31 – 40 41 – 50 51 – 60 Above 60 Total
THAN 30
SOURCE

TV 11 21 28 15 9 84

WORD OF
5 13 10 7 3 38
MOUTH

NEWSPAP
7 14 11 8 5 45
ER

OUTDOOR
8 15 11 11 7 52
MEDIA

NOT
4 11 8 6 2 31
AWARE

TOTAL 35 74 68 47 26 250

EXPECTED FREQUENCY

AGE
LESS
/ 31 – 40 41 – 50 51 – 60 Above 60 Total
THAN 30
SOURCE

TV 11.76 24.86 22.85 15.79 8.73 84

WORD OF
5.32 11.25 10.33 7.14 3.95 38
MOUTH

NEWSPAP
6.3 13.32 12.24 8.46 4.68 45
ER

OUTDOOR
7.28 15.39 14.14 9.77 5.40 52
MEDIA

NOT
4.34 9.17 8.43 5.83 3.22 31
AWARE

TOTAL 35 74 68 47 26 250

STEP: 1

HO: There exists no significant difference between age and awareness of the advertisement.

H1: There exists significant difference between age and awareness of the advertisement..

STEP: 2

Eij = Rij X Cij / N

Row total X Column total

Grand total

OBSERVED EXPECTED
(Oi - Ei)2
FREQUENCY FREQUENCY (Oi - Ei)2 / Ei
(O) (E)

11 11.76 0.58 0.05

21 24.86 14.89 0.59

28 22.85 26.52 1.16

 15 15.79 0.62 0.04

9 8.73 0.07 0.01

5 5.32 0.10 0.02

13 10 10.33 0.11

10 10.33 0.11 0.01

7 7.14 0.02 0.00

3 3.95 0.90 0.23

7 6.30 0.49 0.08

14 13.32 0.46 0.03

11 12.24 1.54 0.12

8 8.46 0.21 0.02

5 4.68 0.10 0.02

8 7.28 0.52 0.07

15 15.39 0.15 0.01

11 14.14 9.86 0.70

11 9.77 1.77 0.18

7 5.40 2.56 0.47

4 4.34 0.11 0.02

11 9.17 3.35 0.36

8 8.43 0.18 0.02

6 5.83 0.03 0.00

2 3.22 1.48 0.45

TOTAL 4.93

STEP: 3

Calculated value from chi-square table = 4.93

 Degree of freedom = (R-1) (C -1)

= (5-1) (5-1)

= 16

Level Of Significance =5%

Tabulated Value of Ψ 2 for 16 degrees of freedom

At 5% level of significance is

Inference:

As the table value is greater than calculated value, H0 is accepted.

Calculated value < Table value

Result:

Hence, there is no significant difference between the age and awareness of the
advertisement.
Chi- square test:

The relationship between response of the customer and awareness of advertisement .

Ho (Null hypothesis): There is no relationship between response of the customer and

awareness of advertisement.

H1 (alternative hypothesis): There is relationship between response of the customer and

awareness of advertisement

OBSERVED FREQUENCY

SOURCE
OUT
/ NEWSPAP WORD OF
RADIO DOOR Total
ER MOUTH
RESPOND MEDIA
S

ONLY 12 9 11 18 50
GOLD
GOLD
AND 40 27 22 11 100
OFFER
ONLY 18 2 11 29 60
OFFER
TOTAL 70 38 44 58 210

EXPECTED FREQUENCY

SOURCE
OUT
/ NEWSPAP WORD OF
RADIO DOOR Total
ER MOUTH
RESPOND MEDIA
S

ONLY 16.67 9.05 10.47 13.81 50

GOLD
GOLD
AND 33.33 18.11 20.95 27.62 100
OFFER
ONLY 20 10.85 12.57 16.57 60
OFFER
TOTAL 70 38 44 58 210
STEP: 1

HO: There exists no significant difference between response of the customer and awareness of
advertisement.

H1: There exists significant difference between response of the customer and awareness of
advertisement..

STEP: 2

Eij = Rij X Cij / N

Row total X Column total

Grand total

OBSERVED EXPECTED
(Oi - Ei)2
FREQUENCY FREQUENCY (Oi - Ei)2 / Ei
(O) (E)

12 16.67 21.8 1.31

9 9.05 0.00 0.00

11 10.47 0.28 0.03

18 13.81 17.56 1.27

40 33.33 44.49 1.33

27 18.10 79.21 4.37

22 20.95 1.10 0.05

11 27.62 276.22 10.15

18 20 4 0.20

2 10.85 78.32 7.22

11 12.57 2.46 0.19

29 16.57 154.50 9.32

TOTAL 35.44
STEP: 3

Calculated value from chi-square table = 35.44

Degree of freedom = (3-1) (C -1)

= (3-1) (5-1)

= 8

Level Of Significance =5%

Tabulated Value of Y2 for 16 degrees of freedom

At 5% level of significance is

Inference:

As the table value is greater than calculated value, H0 is accepted.

Calculated value < Table value

Result:

Hence, there is no significant difference between the age and awareness of the
advertisement.
 Findings

1. 34.80% of the respondents are male respondents and 65.2% of respondents are Female
Respondents.
2. 29.6% of the respondents are in the age limit between 31-40 Years of age, 14% 0f hire
purchase customer are in the age limit of less than 30 years and 27% of customers are 41-
50 age, 10.6% of customers are above 60.
3. 28% of the respondents belong to income level of lessthan10000, 34% of the respondents
belong to 10000-20000 income level, 24% of the respondents belong to 20000-30000
income level, 15.6% of the respondents Belongs to 30000-40000 income level and
remaining 8.8% are above 40000 income level.

4. 26.8%customer associated with khazana less than 1year, 16.4%customer associated with
khazana 1-3year, 14.4%customer associated with khazana 3-5year, 10%customer
associated with khazana less than above 5 year, 32.4%customer were new to khazana.

5. 23.6% of the respondents are business people, 7% are professionals, 9.2% are Govt.
employee, 30% are private employee and remaining 10% of respondents are others.

6. 43% of the total respondents known through advertisement, 33% of the respondents were
regular customers, 19% people are aware through family and friends and remaining 5%
of the respondents are others.
7. 34% of the respondents bought gold for occasions, 22% bought for festival reasons and
44% of the customer bought for offers.

8. 72% of the total respondents are aware of khazana jewellery advertisement, 28% of
respondents are not aware of advertisement.
9. 66% of the total respondents are can recall khazana jewellery advertisement, 28% of
respondents did not recall the advertisement.

10. 81.2% of the total respondents feel advertisement is appealing , 18.8% of respondents
felt that advertisement is not appealing.

11. Awareness of Lowest value addition

33.6% of the customers are aware through Tv , 15.2% of the customers are aware
through word of mouth,18% of the customers are aware through news paper,20.8% of
the customers are aware through outdoor media, and 12.4 % of the customers are not
aware of offer
12. Awareness of Bumper car offer
28% of the customers are aware through news paper , 15.2% of the customers are aware
through word of mouth,18% of the customers are aware through radio,23.20% of the
customers are aware through outdoor media, and very few 15.6 % of the customers are
not aware of offer.
13. Response of customers to the advertisement of car offer
Among 210 respondents 23% came only for gold, 47.6% came for gold+offer,28.57%
came only for offer after seeing advertisement
14. 85 customers gave rank 1st to gold price, 92 customers were gave rank 2nd to design, 68
customers were gave rank 3rd to service,68 customers were gave 4th rank to brand name
and finally 5th rank is bumper prize

15. 29.6% of respondents are aware of Joy Allukas ad, 20.4% of respondents are aware of
Nathelah, 9.2% of respondents are aware of tanishq, 14% of respondents are aware of
saravana stores ad, 16.8% of respondents are aware of GRT, 6.8% of respondents are
aware of prince, and only 3.2% of respondents are not aware of any ads.

16. 30% of respondents said Joy Allukas ad is best, 18.8% of respondents said Nathelah ad is
best, 6% of respondents said tanishq ad is best, 7.2% of respondents said saravana store
 ad is best, 8.4% of respondents said grt ad is best, 4.8 of respondents said prince ad is
best, and 24.8% of said khazana ad is best.

17. 75.6% of respondents will continue the relationship with khazana jewellery, 14.8% of
respondents said they will not continue the relationship with khazana jewellery, and 9.6%
of the respondents can’t say anything.

18. 82.8% of respondents will recommend khazana jewellery to friends and relatives, 17.2%
of respondents will not recommend to friends and relatives.
Suggestions:

1. The indoor media only reach to more no of customers so that the advertisement khazana
jewellery also can advertise in local channels and local news paper.

2. The advertisement should be in regular time period.

3. Can advertise in more outdoor media because it cost is very lees compare to other media
and also it can reach same time more customer mind.

4. Advertisement in news paper media now not in front page, if that advertisement in front
page means it can reach more customers.

5. Direct interaction with customer should be improved.

6. Khazana jewellery should conduct periodical study to know the level of customer
satisfaction.

7. Like postal advertisement is very cheap and also it can reach our customer regular time
period means we can retain our customer and we can maintain good relationship with
customers.
Conclusion

The project work was concerned with A Study on Advertising Effectiveness of Ogilvy &
Mather, chennai..

The competition among these and other ad agencies is very intense to retain their existing
customer and to bring new customers; hence a study of advertising effectiveness becomes very
useful.

The study revealed that majority of products & services have big brand companies they should
know you and your services. Awareness about Ogilvy & Mather limited is very high among the
clients. Clients have chosen Ogilvy & Mather limited over other agencies for reason of good will
and service.

. Most clients of Ogilvy & Mather limited have a long term relationship and these suggestions
will help to customer’s loyalty.

From the above, it is evident, that the study and the project have fulfilled the primary and
secondary objectives set forth in the beginning of project work.
Bibliography

Marketing management -Rajan saxena 1997 tata mc graw hill

Research methods for management-Dr.shajahan second edition jaico publishing

Website

www.google.com

www.yahoo.com

www.wikipedia.com

www.ogilvy.com

www.khazana.com
QUESTIONNAIRESSS

1. Name

2. Sex [ ] male [ ] female

3. Age [ ] less than 30 [ ] 31-4 [ ] 41-50

[ ] 51 - 60 [ ] Above 60

4. Income Group [ ] less than 10000 [ ] 10000 – 20000

[ ] 20000 – 30000 [ ] 30000 – 40000

[ ] Above 40000

5. Occupation [ ] Profession [ ] Business

[ ] Private Employee [ ] Govt Employee

[ ] Others
6. How do you come to know about khazana jewelry?

[ ] Advertisement [ ] Friends & Relatives

[ ] Regular customer [ ] New

[ ] Others

7. What is the reason for buying jewellery now?

[ ] Occasion [ ] festival [ ] offers

8. How long are you associated with khazana jewellwery?

[ ] Less than 1yrs [ ] 1 – 3 yrs

[ ] 3—5 [ ] More than 5 yrs

[ ] New

9. Have you seen any advertisement of khazana jewellwery?

(a)Yes (b) No
10. Could you recall any khazana jewellery advertisement?

(a) Yes (b) No

11. Did the advertisement make awareness to consume the product?

(a)Yes (b) No

12. Are you aware of value added service offered by khazana? If yes how did you know about it?

Radio [ ] Newspaper [ ]

Word of mouth [ ] Outdoor media [ ]

No [ ]

13. Are you aware of car offer offered by khazana? If yes how did you know about it?

TV [ ] Newspaper [ ]

Word of mouth [ ] Outdoor media [ ]

No [ ]
14. What are the factors that drive you to khazana jewellery? (Rank)

Design [ ] Gold Rates [ ]

Customer Service [ ] Bumper Prize Offers [ ]

Brand Name [ ]

15. why you came to khazana responding to the promotional advertising

Only for gold

Offer+gold

Only for offer

16. Which One of the jewellery Stores advertisement you seen before?

Saravana store [ ] Lks [ ]

Joyallukas [ ] Nathelah [ ]
prince [ ] Lalitha [ ]

Tanishq [ ]

16. Which one of the advertisement is best?

Saravana store [ ] Lks [ ]

Joyallukas [ ] Nathelah [ ]
prince [ ] khazana [ ]

Tanishq [ ]
18. Are you satisfied with the Service offered by khazana jewelry?

Fully satisfied [ ] partly satisfied [ ]

Satisfied [ ] Dissatisfied [ ]

Completely dissatisfied [ ]

19. Will you maintain continuous relationship with khazana jewelry?

[ ] Yes [ ] No [ ] can’t say

20. Do you recommend khazana jewelry to your friends / relatives?

[ ] yes [ ] No [ ] can’t say