A SYNOPSIS ON

“A Study to Assess the Returns on Investment

on Advertising by : SELECTIVE Company”

Supervisor: Submitted By:

Sonali Saxena Rohit Pratap Singh
Lecturer 08061148702

Remarks of Evaluator

Approved/Disapproved Approved/Disapproved

(I Evaluation) (II Evaluation)

Session:-2008-2010

DIRECTORATE OF DISTANCE EDUCATION

GURU JAMBHESHWAR UNIVERSITY

OF SCIENCE & TECHNOLOGY. ,HISAR

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 RESUME OF SUPERVISOR/GUIDE

1. NAME Sonali Saxena

2. DESIGNATION Lecturer
3. QUALIFICATION MBA, Pursuing PhD.
4. AREA OF SPECIALIZATION Marketing
5. EXPERIENCE 3 years (Corporate & Academics)
6. OFFICIAL ADDRESS NSB School of Business
B-II/1, MCIE, Delhi Mathura Road,
New Delhi-110044
7. TELEPHONE NO. 011-41676794/795
8. MOBILE 096508333803
9. E-MAIL sonali.saxena@nsb.in

I am willing to supervise Mr. Rohit Pratap Singh Enrollment no. –08061148702, On

the topic “A Study to Assess the Returns on Investment on Advertising by :
Selective Company”

(Signature) with Seal

Countersigned by the employee with seal

Countersigned by Director of Study Centre with Seal

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 CERTIFICATE

This is to certify that Mr. Rohit Pratap Singh Enrolment No. 08061148702 has

proceeded under by supervision his Research project Report on “A Study to Assess

the Returns on Investment on Advertising by : Selective Company” in the

Specialization area of “ Marketing”.

The work embodied in this report is original and is of the Standard expected of an

MBA Student and has been submitted in part or full to this or any other university for

the award of any degree or diploma. He/she has completed all requirements of

guidelines for research Project Report and the work is fit for evaluation.

Signature of Supervisor/Guide (with SEAL)

NAME Sonali Saxena

DESIGNATION Lecturer
ORGANIZATION NSB School of Business

Forwarded by Head/Director of Study Centre

(With Signature, Name & SEAL)

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 DECLARATION

This is to certify that the project Report entitled “A Comparative Study to Assess
the Returns on Investment on Advertising by the Company” is an original work
and has not been submitted is part or full to this or any other university/institution the
award of any degree or diploma.

Signature of candidate

NAME: Rohit Pratap Singh

ENROLMENT NO.: 08061148702

SPECILIZATION: Marketing

SESSION: 2008-2010

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 Title of the project

“A Study to Assess the Returns on Investment

on Advertising by : SELECTIVE Company”

Literature Review

Chang and Thorson (2004) says: “An advertisement is usually viewed more than
once. The effect resulting from repeated exposure to the same advertisement is called
the repetition effect and is assumed to be the incremental effect of each additional
advertising exposure. The effect resulting from exposure to coordinated advertisement
is called the synergy effect.”

Maldonando, Tansuhaj & Muehling (2003) says : Advertisers must remember that
advertising messages are interpretend differently between different genders .Previous
study have proven that females were more likely to engage in elaboration than men
(Maldonado & Muehling, 2003). Hogg and Garrow (2003) found that women paid
more intention about the details of the characters of an ad when asked to analyze
advertising messages. They said that this may be explained by the fact that females
have a greater tendency than men to consider external information and information
related to others. Women are ‘comprehensive processors’ who try to gather all
available information about the product.

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Rioo, Vasquez and Iglesias (2001) suggested that consumer evaluation of a product
can be broken down into evaluation related to product (tangible or physical attributes)
and brand name (intangible attributes, or images added to the product due to its brand
names). In his study on the relationship between human values and consumer
purchases, Allen (2001) found there was a significant association between human
values (eg. hedonistic, achievement, self-direction, conformity, security etc.), product
preference and tangible attribute importance with how consumers perceive the product
(i.e tangible attributes) and how they evaluate the product (i.e symbolic
meaning,tangible/intangible attribute importance). Human values influence the
importance of the product’s tangible attribute importances that are already important
to consumers.

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 Objectives of the proposed study

It is said that an objective well defined is half the task attained. Thus in order to make
sure that a proper survey ensures defined clear cut objectives & outline is prerequisite.

Objective serves as torch light. It lays down a well defined path between start and end
i.e. Goal. Also an objective well define is a prerequisite of all research studies.

Therefore the main objectives of the project are mentioned below.

 To assess the return on investments on advertisement by the company.

 Who are the major players in the advertising sector?

 What opportunities exist for this sector?

 What is the future of advertising in India?

 What is the role of endorsements?

 Do celebrities give a boost to the revenue generation?

 What are the challenges faced by the Industry?

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 Research Methodology
(Source of data, Sampling, Tools of analysis)

Data Collection Methods:

Data are to be collected in two ways:

• Primary Data Collection

• Secondary Data Collection

Primary Data Collection:

Primary data is that data originated by the researcher for the specific purpose of
addressing the research problem. The collection of primary data involves all six steps
of marketing research. Obtaining primary data can be expensive and time consuming.

• Questionnaire

• Selective Study

• Observation Method

Secondary Data Collection:

Secondary data are the data that have been collected for purposes other than the
problem at hand. As compared to primary data, secondary data are collected rapidly
and easily, at a relatively low cost, and in a short time.
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 • Company Magazines

• Journals

• Internet

Sampling Plan:

All those firms which do any kind of Advertising.

Population or Universe

Sampling Size Sampling size will be 100 different companies :

Industrial & Consumer.

Sampling Method Sampling method will be based on judgement and

convenience of the researcher.

Sampling Area Sampling area includes Delhi/ NCR

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 Scope / Relevance of proposed study

Advertising today is a big business as well as it is equally challenging. In India,

despite the recent slum advertising has become a major force in our economy. This
was not the case always. Advertising started on a very small note. Now in today’s
scenario advertising is globalised and becoming one of the fastest growing industry
with lots of scope. Companies are spending a major proportion of their profits in
advertising in order to gain some returns. The standard of return is getting mixed now
days. It can either be in the form of increase in sales, brand awareness, brand recall, to
gain acceptability and to achieve a favourable corporate image.

Advertising uses the persuasive mode of communication with the help of advertising;
marketers try to change the consumer behaviour and level of awareness, knowledge &
attitude in such a manner which is beneficial to them. In a way Advertising is focused
& goal oriented. It was a good experience to work in Advertising sector to get more
practical knowledge about advertising and to remain in touch with marketing concept.

The Project covers various aspects of different segments of societies, their purchasing
patterns and their likes and dislikes that vary from person to person. I found this
project very interesting and informative. By working on this project I could implement
my theoretical knowledge with the ongoing marketing activities and get a wide
practical aspect of business. I think this project help the researches to underst

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 Questionnaire

Personal Details:

Name of Respondent: ____________________________________________________________________________________________________________________

Company Type: ____________________________________________________________________________________________________________________

Address: _____________________________________________________________________________________________________________________

_____________________________________________________________________________________________________________________

1) Does your company/ Brand Advertises?

a) Yes b) No

2) Does your company/ Brand Advertises?

a) Industrial b) Consumer

3) What are your objectives behind Advertising?

a) Sales promotion c) Brand Recall

b) Brand Awareness d) Image Building

4) What type of Advertising you do?

a) Print c) TV

b) Outdoor d) Radio

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5) How do you decide to Advertise?

a) Adv. Budget c) Target on segments

b) Reach d) Others

6) According to you which is the most effective medium?

a) Print c) TV

b) Radio d) All of them

7) Why it is effective?

8) How do you allocate your Advertising Budget?

a) Fixed Budget c) Flexible Budget

b) Depends d) As per sales ratio

9) According to you what will be the actual return on your Investments?

a) Increase in Sales c) Brand Recall

b) Image Building d) Others

10) Are the celebrities really helpful in increasing the returns on investments?

a) Yes b) No

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 11) If yes, then why do some of the top brands do not use celebrities?

12) Do you think that Advertising really helps? If yes, why?

a) Yes b) No

References

Books :
Marketing Management, 13th edition, Philip Kotler
• Research Methodology by C.R. Kothari
• Research Methodology by Zikmund William
• Frank Jefkins, Advertising – 4th Edition, Pearson Publication, Pg 306-311
• George E. Belch & Michael A. Belch, 6th Edition-Tata McGraw Hill
Publication, New Delhi
Website :
• en.wikipedia.org/wiki/Advertising
• en.wikipedia.org/wiki/Research
• www.advertising.com
• www.marketingprofs.com
• www.marketingtoday.com

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Magazine & Books

• 4P’s, Business & Marketing by Arindam Chaudhuri

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