PROJECT REPORT

On MEASURING ADVERTISING THE EFFECTIVENESS OF SELECT PRINT ADS OF MOBILE HANDSETS

(SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF MASTERS DEGREE IN BUSINESS ADMINISTRATION)

SUBMITTED TO Ms. Sarika Ahlluwalia Lecturer MBA Department

SUBMITTED BY Bharti Kalyan MBA/05/40 2005-07

N.C. COLLEGE OF ENGINEERING, ISRANA (KURUKSHETRA UNIVERSITY, KURUKSHETRA)

ACKNOWLEDGEMENT I would like to take the opportunity to expressing the gratitude and sincere thanks to Ms. Aishwarya project guidance and encouragement during my project work on MEASUREMENT OF
THE EFFECTIVNESS OF SELECTED PRINT ADS OF CELLULAR PHONES.

I would also like to thank all the respondents who spent their precious time in filling the questionnaire because without their help it would have been impossible accomplish the present study.

Bharti

INDEX 1. INTRODUCTION 2. PROJECT PROFILE 3. STATEMENT OF OBJECTIVES 4. RESEARCH METHODOLOGY 5. LIMITATIONS 6. BIBLIOGRAPHY

EXECUTIVE SUMMARY
Any paid form of non personal presentation and promotion of goods, services or ideas by an identified sponsor. Advertising plays very important role to promote the products. For example: AS A COMMUNICATOR AND AS A PROMOTOR. Research is and should be used to help improve an advertisers effectiveness and profitability by staying in touch with consumer. Almost everyone agrees that research is required because of the following advantages it serves: AVOID COSTLY MISTAKES TO EVALUATE ALTERNATIVE STRATEGIES TO INCREASE THJE EFFICIENCIES OF ADVERTISING IN GENERAL Objective of this study is to know whether the selected print cellular phones advertisements are effective or not. Significance of the project is to know whether the selected advertisements are effective or not from the point of view of the target customers. As marketers spend their money on advertising the need to determine the effectiveness of this expenditure becomes increasingly important. Several methods for evaluating the effectiveness of these advertisements are used. Both client and agencies are continually striving to determine whether their communications are working and how well they are working relative to other potions.

PROJECT PROFILE

MEASURING ADVERTISING THE EFFECTIVENESS OF SELECT PRINT ADS OF MOBILE HANDSETS

Research is & should be used to help improve an advertisers effectiveness & profitability by staying in touch with consumers.Almost everyone agree that research is required because of the following advantages it serves:

1. TO AVOID COSTY MISTAKE

If the advertising program is not accomplishing its objective, not only is the money spent lost but so too is the potential gain that could result from an effective program .Thus, measuring the effects of advertisings does not just save the money.

2. TO EVALUATE ADVERTISING STRATEGIES

Typically firm has a number of strategies under consideration. For e.g. There may be some question as to which medium should be used or whether one message is more effective than another or the decision may be between two promotional program element companies often test alternative versions of their advertising in different cities to determine which ad communicate most effectively.

3. TO INCREASE THE EFFECIENCY OF ADVERTISING IN GENERAL

Sometimes advertisers get so close to the project that they lose sight of what they are seeking and because they knew are trying to say, they expect their audience will also understand. Conducting research helps company develop more efficient and effective communications. But there are certain reasons for not measuring the effectiveness of Advertising strategies, these are:

1. COST:
Perhaps the most commonly cited reason for not testing is the expense. Good research can be expensive.

2. RESEARCH PROBLEM:2nd reason cited for not measuring effectiveness is that

it is difficult to isolate the effect of promotional elements. Each valuable in thmarketing mix affects the success of product or services. So some managers decide not to test at all.

3. DISAGREEMENT ON WHAT TO TEST:

The sales manager may want to see the impact of promotions on sales, top management may wish to know the impact on corporate image, and those involve in the creative process may wish to assess recall and / or recognition of the ad.

4. THE PROBLEM OF CREATIVE:

It has been argued by many that the creative department does not want its work to be tested and many agencies are reluctant to submit their work for testing. As they argue that tests are not measures of the creativity and the effectiveness of advertisements.

5. TIME:
Final reason given for not testing is lack of time. Managers believe they already have too much to do and just cannot get around to testing.

MARKET TESTING OF ADVERTISEMENTS

The fact that the ad or the campaign has been implemented does not mean there is no longer a need for testing, so the marketer must find out how the ad is doing in the field. To do this a variety are to be considered like:

WHAT TO TEST; This section consider what elements to evaluate a) SOURCE FACTOR:
An important question is whether the spokes person/model used is effective or not and how the target market will respond to him or her. Sources attractiveness is an important factor for source effectiveness.

b) MESSAGE VARIABLE:
Both the message and the means by which it is communicated are basis for evaluation. The public because of the message they convey never sees many ads. A number of factors regarding the message and its delivery may have an impact on its effectiveness, including the headline, illustrations, text and layout.

c) MEDIA STRATEGY:
Media decisions need to be evaluated. Research may be designed to determine which class for e.g. broadcast versus prints, subclass e.g. Newsgroups Vs. magazines, or specific vehicles e.g. which newspapers or magazine generate the most effective result . The location within a particular medium for e.g. front-page Vs backs page and size of ad or length of commercial also merit examination. The another factor is the vehicle option source effect, the differential impact that the advertising exposure will have on the same audience member if the exposure occur in one media option rather than another. A final factor in media decision involves scheduling. The evaluation of fighting Vs Pulsing or continuous schedule is important, particular given the cost of media time. 8

d) BUGETING DECISION:
A number of studies have examined the effect of budget size in advertising effectiveness and the effect of various ad expenditures on sales. Many companies have also attempted to determine whether increasing their ad budget directly increases sales.

WHEN TO TEST
Test measures can be classified according to when they are conducted PRE-TESTS are measure taken before the campaign is implemented, POST-TESTS occurs after the ad or commercial has been in field.

WHERE TO TEST
Decision must be made as to where.These tests may take place in either laboratory or field settings.

a) LABORATORY TEST
In this test, people are brought to a particular location where they are shown ads and /or commercials. The testers either asked questions about them or measure participants responds by other methods-for e.g. pupil dilation, eye tracking, galvanic skin response .

b) FIELD TEST

In this test ads or commercial under natural viewing situation, complete with the realism of noise, distraction, and the comforts of home. Field tests take into account the effects of repetition, program content, and even the presence of competitive messages.

POST-TESTS OF PRINT Ads

A variety of posttests are available, and these are:

1. 2. 3. 4.

RECOGNITION TEST RECALL TEST INQUIRY TEST SPLIT TEST

1. RECOGNITION TEST:
Perhaps the most common posttest of print ads is the recognition method most closely associated with ROPER STARCH worldwide THE STARCH READRSHIP REPORT let the advertiser assess the impect of an ad in a single of a magazine, over time, and/or across different magazines .The objective of this test is to determine recognition of print ads and comparing them to another ads of the same variety or in the same magazine.

METHOD
Samples are drawn from 20 to 30 urban reflecting the geographic circulation of the magazine. Personal interviews screen readers for qualification and exposure and readership. Sample includes a minimum of 150 respondents. Participants are asked to go through the magazine, looking at the ads, and provide specific responses.

OUTPUT
Starch readership response generate three recognition scores 10

a) NOTED SCORE
The %age of reader who remember seeing the ad.

b) SEEN-ASSOSIATE
The %age of reader who recall seeing any part of ad identifying the Product or brand.

b) READ-MOST SCORE
The % of reader who report reading at least half of the copy portion of the ad.

2. RECALL TEST
There several methods to measure recall the print ads. Perhaps the best known of these is the GALL UP AND ROBINSON and MAGAZINE IMPACT RESEARCH SERVICE

OBJECTIVE
Tracking recall of advertising appearing in magazines to assess performance And effectiveness.

METHOD
Test magazines are placed in participants homes and respondents are asked to read the magazine that day. Then interview is conducted the second day to assess recall of ads, recall of copy point, and consumers impression of the ads. The sample size is 100 people.

OUTPUT
Three measurement points are provided: a) PROVEN NAME REGISTRATION The % of respondents who can accurately recall the ads. b) IDEA COMMUNICATION 11

The number of sales points the respondents can recall. C)FAVOURABLE BUYING ATTITUDE The extent of favorable purchase reaction to the brand or corporation.

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ORGANISATIONAL PROFILE

13

EMBED Word.Picture.8

Nokia's first century

The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta river. Between 1865 and 1967, the company would become a major industrial force; but it took a merger with a cable company and a rubber firm to set the new Nokia Corporation on the path to electronics...

1865: The birth of Nokia Fredrik Idestam establishes a paper mill at the Tammerkoski Rapids in southwestern Finland, where the Nokia story begins.

1898: Finnish Rubber Works founded Arvid Wickstrm founds Finnish Rubber Works, which will later become Nokia's rubber business.

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1912: Finnish Cable Works founded Eduard Poln starts Finnish Cable Works, the foundation of Nokia's cable and electronics businesses.

1937: Verner Weckman, industry heavyweight Former Olympic wrestler Verner Weckman becomes President of Finnish Cable Works.

1960: First electronics department Cable Works establishes its first electronics department, selling and operating computers.

1962: First in-house electrical device The Cable Works electronics department produces its first in-house electrical device - a pulse analyzer for nuclear power plants.

1967: The merger Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create Nokia Corporation.

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April 2007 Nokia comprises three business groups: Mobile Phones connects people by providing expanding mobile voice and data capabilities across a wide range of mobile devices. Multimedia gives people the ability to create, access, experience and share 1 multimedia in the form of advanced mobile multimedia computers and applications with connectivity over multiple technology standards. Enterprise Solutions offers businesses and institutions a broad range of products and solutions, including enterprisegrade mobile devices, underlying security infrastructure, software and services. Our business groups are supported by various horizontal entities:

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Customer and Market Operations is responsible for sales and marketing, manufacturing and logistics, and sourcing and procurement for mobile devices from Mobile Phones, Multimedia and Enterprise Solutions. Technology Platforms delivers leading technologies and platforms to Nokia's business groups and external customers. Many other Nokia-wide horizontal units drive and manage specific Nokia assets. These include Brand and Design, Developer Support, Research and Venturing, and Business Infrastructure. Corporate functions (support Nokia's businesses with company-wide strategies and services) Nokia Siemens Networks, which started operations on April 1, 2007, combines Nokias networks business and Siemens carrier-related operations for fixed and mobile networks into a company owned approximately 50% by each of Nokia and Siemens, and consolidated by Nokia.

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May 2006

Networks Technology China Finland India

Mobile Devices and Enhancements Brazil China Finland Germany Customization and Great Britain Logistics Centre Hungary United States India Mexico South Korea

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At Motorola, we are proud of our company heritage, which is rich in communications and electronics industry innovation. Explore the evolution of the Motorola brand. Discover details of our many technological breakthroughs. Come celebrate Motorola's past, present and future.

Making Cellular History When Motorola introduced the world's first commercial portable cellular phone, we changed the history of communications.

Motorola Timeline Learn more about Motorola's history of innovation. Our corporate timeline includes facts, figures and product images.

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As Chairman, Motorola India and Corporate Vice President, Motorola Inc. Firdose Vandrevala is responsible for realizing Motorolas vision for the country by optimizing its brand potential and driving the companys growth. Prior to joining Motorola, Mr. Vandrevala was chairman, Tata Teleservices. He has worked with the Tata group for 33 years. He has served as managing director, Tata Power and deputy managing director, Tata Iron and Steel. Acknowledged for his vision, incisive firsthand experience and understanding of the market, Firdose Vandrevala is considered a key leader in corporate India. He is widely acknowledged for his role in developing Tata Teleservices as a major national player. He is credited with the fastest and most economical network rollout, while increasing the subscriber base multi-fold. Mr Vandrevala studied at the Xaviers Labour Relations Institute, Jamshedpur from where he acquired a Post Graduate Diploma in Business Management. This was preceeded by Bachelor of Technology, Electrical Engineering (Hons.) from the Indian Institute of Technology, Kharagpur . He has attended several senior management training programmes internationally, has served on the boards of several corporations. Mr. Vandrevala is a former chairman of the Confederation of Indian Industry (CII)s Eastern Region and chairman of CII Western Region.He is based at Mumbai. END Firdose Vandrevala Chairman, Motorola India Corporate Vice President, Motorola Inc.

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Motorola India is headquartered at Gurgaon, Haryana, with offices at Delhi, Mumbai and Bangalore has research and development centers at Bangalore and Hyderabad. Motorola's operations in India are divided into three businesses: Mobile Devices, Networks & Enterprise, Connected Home Solutions. The Companys focus areas include, Mobile handsets, Wireless Infrastructure, Managed and Hosted Services, Broadband Equipment (wired as well as wireless), Trunking & Two Way Radios, Software Development, Applied Research and Development on Seamless Mobility/Convergence technologies. Networks& Enterprise Solutions In India, Motorola is a leader in Trunking & Two Way Radios and serves key government and non-government customers. Motorola India has leading multi service operators as its customers for Voice and Data solutions. The Company is also the leading provider of integrated communications and information solutions, trusted to meet mission-critical requirements and improve the operations of public safety, government and enterprise customers worldwide It has proven capabilities in cellular, wireless broadband and wireline access technologies, with recognized leadership in integrating core networks through wireless IP, wireless softswitch and IP multimedia subsystems. The Networks & Enterprise group is advancing seamless mobility with innovative technology solutions, and services business with an expanded portfolio delivering support, integration, applications and management. It provides integrated radio communications and information solutions. Network & Enterprise also designs, manufactures and sells automotive and industrial electronics
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systems . Motorola India enjoys a key position in the wireless infrastructure segment and offers cutting edge end-to-end solutions across GSM and CDMA technologies. It is a dominant player in GSM technologies; the only one to have set-up networks in all metros and India's first GPRS and CDMA network. All major carriers (GSM and CDMA) are Motorola customers. Motorolas CanopyTM, is an internationally proven, always on, high speed broadband Solution for cost-effective, secure and flexible connectivity for networks, government, institutions, homes and internet service providers. It enables a secure, flexible and reliable wireless broadband connectivity and a cost-effective means for "last mile" high speed internet and data access for building, enhancing and extending broadband networks, services and related applications. Mobile Devices Motorola is amongst the leading handset players in India. Its varied portfolio of products caters to every market segment. From iconic products like the MOTOPEBL, MOTORAZR and SLVR series, its mass market products are known for their reliability and economy, and include several models on the C 11x and related platforms. And leading offerings in Linux based PDA phones. India is also the global headquarters for Motorola's High Growth Markets division. Connected Home Provides a scalable, integrated end-to-end system for the delivery of broadband services that keep consumers informed, entertained and connected. Its technology enables network operators and retailers to create and execute on new business opportunities by providing innovative products and services to the home. The business is also known for high definition IP TV, set-top boxes, wireless modems, wireling broadband products and home security solutions.

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Motorola Software Group Motorola Software Group's India center is the oldest and largest center for research and development of software. It was the first commercial software organization in the world to achieve SEI Level 5 in 1993 and also the first organization in the world to be assessed at SEI CMMI Level 5 on a continuous model. The Motorola Software Group in India develops custom software and solutions for Motorola's existing, and next generation wireless systems and technologies. About Motorola Motorola is known around the world for innovation and leadership in wireless and broadband communications. Inspired by our vision of Seamless Mobility, the people of Motorola are committed to helping you get and stay connected simply and seamlessly to the people,

information, and entertainment that you want and need. We do this by designing and delivering "must have" products, "must do" experiences and powerful networks along with a full complement of support services. A Fortune 100 company with global presence and impact, Motorola had sales of US$36.8 billion in 2005. For more information about our company, our people and our innovations, please visit www.motorola.com.

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Products and Services

We believe its possible to have everything. Thats why Motorola offers a wide range of produ services from consumer devices to solutions for businesses, governments, and service pro Ready to do more? So are we.

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With the start of the second millennium, SAMSUNG begins its second century. The digital age has brought revolutionary opportunities and changes to global business. The SAMSUNG Group has responded to these changes and is currently upgrading its business structure, management perspective, and corporate culture to meet global standards. At SAMSUNG, we see every challenge as an opportunity, and believe that we are perfectly positioned to be one of the world's recognized leaders in digital technology. Our commitment to being "World's Best" has won us the number one global market share for thirteen of our products. Our target is to have thirty of our products rated "number one in world products" by 2005, adding digital TVs, IMT 2000, and printers to our current list of world market leaders: semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Always a step ahead, we're making historic advances in research and development of our overall semiconductor line, including flash memory and nonmemory, custom semiconductors, DRAM and SRAM. An example of this is SAMSUNG Electronics, which remains one of the world's "top 10" in US patents for four consecutive years, with 13,000 researchers representing a US$ 1.7 billion investment in Research and Development. Financially, SAMSUNG is committed to being the World's Best, with the SAMSUNG Card, a payment solution selected as the "Best Card Company in the New Millennium" by Master Card. The SAMSUNG Card secured more than 1 million members within one
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year through the release of "Aha Loan Pass," the first loan-only card in Korea. Euromoney has also selected SAMSUNG Securities as the "Best Security Company" for the 3rd consecutive year, and SAMSUNG Life Insurance was ranked as "10th Largest Company" by Fortune's "Global 500" in the Life/Health insurance category. We are also actively promoting our brand value, a key engine of business growth. SAMSUNG's brand value increased to US$8.31 billion in 2002 from US$6.37 billion in 2001 and was recognized by Interbrand Corporation as the fastest growing global brand. Our success in achieving global competitiveness is achieved through continually improving our financial structure and profitability, as we examine the structure of our own organization. Reducing production costs and working hard to maintain our brand image has greatly contributed to our progress, and SAMSUNG Electronics has secured a nation's credit rating from S&P and Moody's, while SAMSUNG Fire also has been recognized by S&P for its stability and growth potential, receiving its second consecutive A rating. The quick pace of our development is reflected in our management philosophy "We will devote our human resources and technology to create superior products and services, thereby contributing to a better global society." Our active participation in sporting events has helped promote community spirit, as well as returning corporate profits to society. As a Worldwide Olympic partner in the wireless equipment sector for the 2000 Sydney Olympics, SAMSUNG provided 25,000 advanced digital wireless telecommunication devices including mobile phones. We have also served in that capacity at the 1999 Nagano Winter Olympics, and will be a Worldwide Olympic Partner in the 2006 Torino Olympics and 2008 Beijing Olympics. SAMSUNG is an active contributor to the Asian Games, SAMSUNG Nations Cup Riding Competition, SAMSUNG Running Festival, SAMSUNG World Championship (a U.S. LPGA Tour), and many other sporting events around the world.
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In 2000, SAMSUNG started its management program with a new twist and aimed to stay ahead of the great waves of digital changes now engulfing the world. We expect nothing less than to lead the digitalization of society with our advanced technologies, competitive products, and professional human resources. 2005 July SAMSUNG hosted the Asian Strategy Conference. June SAMSUNG Electronics' BlueBlack Phone was recognized as top premium product in Europe. SAMSUNG Electronics launched new brand campaign entitled "Imagine". SAMSUNG received the most US IDEA design awards. April SAMSUNG Electronics provided assistance in recovery work for Iranian earthquake. President Gun Hee Lee was selected as World's 100 people by the US Time Magazine. March With the beginning of SAMSUNG Management Principles, SAMSUNG accelerated its efforts in boosting transparency in management. Announcement of 2005 Samsung Principles for Transparency Management. Feb SAMSUNG selected by Fortune as '39th Global Allstar' for most admired company. SAMSUNG Electronic's BlueBlack Phone (D500) receives 'Best Mobile Handset' from ' 3GSM World Congress 2005' Jan SAMSUNG donates 5 million dollars to the East-Asian tsunami relief efforts. 2004 Dec SAMSUNG Group reaches 50 billion USD in export revenue, 21% of entire export revenue in Korea SAMSUNG Group total sales reaches 135.5 trillion and accomplishes best profit ever SAMSUNG Semiconductor celebrates 30th anniversary SAMSUNG Construction received an order to build world highest building Burj Dubai (over 700m) Nov Kun Hee Lee selected by FT (Financial Times) as 21st most admired
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CEO Kun Hee Lee receives Design Leadership Award SAMSUNG Heavy Industry receives three 'Best Ship of the Year' Oct Opens SAMSUNG art gallery Leeum Sep SAMSUNG Electronics opens SAMSUNG Experience Center in New York City Aug SAMSUNG earns Olympic 8 medals including 4 gold medals Opens Greece Olympic SAMSUNG advertisement booth (OR@S) July SAMSUNG brand value ranked 21st in the world with an estimated value of $12.5 billion USD (Selected by Interbrand) SAMSUNG mobile phone achieves 1st place in market possession in France, Russia and Africa Jun Kun Hee Lee receives honorable 'La Legion d'honneur Commandeur' from France 2003 Dec Starts SAMSUNG Group 'Share the business' Hotel Shilla selected as 2003 Korea's best hotel Nov Launches SAMSUNG 2004 Olympic marketing SAMSUNG Electronics Digital TV technology achieves #1 in the world Sep SAMSUNG Electronics produces the world's first land-based DMB receiver July SAMSUNG brand value ranked 25th in the world with an estimated value of $10.8 billion USD (Selected by Interbrand) 2002 Sep Establishes Kun Hee Lee Scholarship Foundation July SAMSUNG Finance selected by 'Finance Asia' as Korea's best security company SAMSUNG Social Volunteer Group supported "SAMSUNG Dream Tree project" in Vietnam 2001 Nov SAMSUNG strategically targets China to build brand awareness through premium products SAMSUNG receives 2 billion dollar Export Award Oct SAMSUNG Economic Research Institute opens Multimedia Service, SERICEO, for top executives. SAMSUNG SDI develops world largest 15.1" full color Active Matrix Organic Electro Luminescece Display SAMSUNG SDI commercializes high definition 65,000 color STN28

Sep

Aug

Jul

Jun

LCD SAMSUNG Electronics signs strategic alliance agreement with Microsoft to create digital home technologies SAMSUNG develops enhanced cooperation with Hewlett-Packard in IT field SAMSUNG Card's US$500 million ABS issued overseas Cheil Industries' Fashion Division ranked number one in Korean Customer Satisfaction Index by the Korea Management Association for 2nd consecutive year SAMSUNG Electronics commercializes 1G Flash memory SAMSUNG Electronics develops world's largest 40 inch TFT-LCD SAMSUNG Electronics develops 16M DDR SRAM SAMSUNG Electronics begins mass production of 128M / 256M DDR333 SAMSUNG Electronics commercializes Home-network products SAMSUNG Electronics begins mass production of 256 mega RAMBUS DRAM SAMSUNG Electronics produces world's first 40 inch TFT-LCD display SAMSUNG Fire & Marine Insurance establishes SAMSUNG Traffic Safety Culture Research Center SAMSUNG Corning successfully develops world's first ultra-fine polishing technology for cathode-ray tube glass for use in digital Televisions SAMSUNG Electronics signs strategic marketing alliance with AOLTime Warner SAMSUNG Electronics begins mass production of 512Mb Flash memory SAMSUNG's global brand value increases 22% (ranked 42nd worldwide, US$6.37 billion) SAMSUNG Advanced Institute of Technology successfully develops world's first video object extraction technology S1 Corporation begins Smart Card business SAMSUNG Fire & Marine Insurance signs agreement with The People's Insurance Company of China (PICC) SAMSUNG Corning selected best contributor to the Korean economy among all foreign companies in Korea
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May

Apr

Mar

Feb

Jan

SAMSUNG Everland reaches 100 million accumulated visitor of SAMSUNG Card begins integrated financial transaction management service SAMSUNG Life Public Welfare Foundation opens Noble County SAMSUNG Economic Research Institute (SERI)'s website selected the No. 1 think-tank site in the world by Alexa SAMSUNG Electronics awarded the Asia Award 2001 sponsored by Investor Relations SAMSUNG Heavy Industries acquires international certificate SAMSUNG Fire & Marine Insurance first among domestic insurance company to open Shanghai branch in China SAMSUNG Electronics selected "2001 Best Asian Company" by Finance Asia SAMSUNG selected "The Most Reliable Korean Leading Company" by P&P research CEO Kun-Hee Lee selected among "Asia's 25 movers and shakers of 2001" by ZDNet Asia SAMSUNG Heavy Industries builds first Korean-made large passenger ship SAMSUNG Capital issues foreign currency bond (ABCP) of US$200 million, a first among domestic financial institutions SAMSUNG Electronics signs agreement for "2002 Busan Asian Games Sponsorship" SAMSUNG Electronics acquires 4G DRAM technology SAMSUNG Electronics given the first ever award to a Korean company by ISS (Institutional Shareholder Service) SAMSUNG Life Insurance ranked 6th among Far Eastern Economic Review's "Top Ten Korean companies" SAMSUNG Electronics ranked the world's first in TFT-LCD production for third consecutive year SAMSUNG Electronics registers cellular phone production volume of 50 million handsets SAMSUNG produces 50,000,000th cell phone Five ships built by SAMSUNG Heavy Industries designated "Ship of the year" SAMSUNG Everland awarded Customer Satisfaction prize for fifth
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2000 Dec Nov

Oct

Sep

Aug Jul

Jun May

consecutive year SAMSUNG Card designated "Best Card Corporation in the New Millenium" by MasterCard SAMSUNG Advanced Institute of Technology develops perpendicular magnetic recording technology, the world's highest recording density (60Gbits/in) technology SAMSUNG Heavy Industries develops world's biggest large-sized jumbo container ship (9000TEU class) SAMSUNG Corporation Otel Inox designated best enterprise in Rumania SAMSUNG Electronics donates 600 million won in education funds to UNESCO SAMSUNG Electronics wins award from Russia National Brand Contest's organizing committee SAMSUNG Fire & Marine Insurance rated A (Excellent) for financial strength by A.M.Best, a credit evaluation agency specializing in U.S. insurance companies SAMSUNG Electro-Mechanics subsidiary in Taiwan awarded Best Enterprise prize by Taiwan government SAMSUNG Electronics signs contract for opening of Sidney Olympic public information center and next Olympic Games sponsorship SAMSUNG Corning subsidiary in Germany designated best foreign investment company and celebrates six years since its founding SAMSUNG SDS establishes global software Development Center in Beijing SAMSUNG SDS ranked 44th in "Best 500 software companies" in 1991 by Software (U.S.) SAMSUNG Electronics acquires U.S. patent for Next-generation Management Control System technology SAMSUNG SDI develops world's 1st super slim, perfect flat cathoderay tube SAMSUNG Techwin develops digital camera with 2.1 million pixel CCD SAMSUNG Electronics begins manufacturing 256M Flash memory SAMSUNG Electronics participates in establishing world's biggest ecommerce company, with 11 other companies including Hewlett31

Apr

Mar

Feb

Jan

Packard, NEC and COMPAQ Asiaweek magazine selects CEO Kun-Hee Leeamong the 50 most influential people in the political & financial world for fifth consecutive year SAMSUNG Corning localizes Wide ITO Coating Glass, core material of PDP TV SAMSUNG Electronics starts Content Certification Business SAMSUNG Fire & Marine Insurance creates business alliance with Kamakura Corporation, U.S.A, for financial risk management SAMSUNG begins collaboration with Chosun Computer Center of North Korea SAMSUNG establishes Secui.com, a global information security corporation SAMSUNG brand value reaches US$5 billion Cheil Industries Inc.'s ASTRA designated one of world's best 5 golf brands SAMSUNG Heavy Industries signs contract for joint marketing of Shipping Nautical System with Raytheon Marine U.S.A. SAMSUNG Electronics attracts US$100 million investment from Apple Computer Inc. U.S.A. SAMSUNG Electronics launches joint corporation with Thomson CSF France SAMSUNG Heavy Industries introduces world's first commercialized new industrial waste-water treatment technology SAMSUNG Life Insurance signs comprehensive business alliance with 10 Korean banks SAMSUNG Corporation receives US$550 million order to build Taiwan High-speed Railway SAMSUNG Electronics develops first 288M RAMBUS DRAM

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From being a virtually unknown entity in the Year 1995, brand Samsung today enjoys an awareness of over 95% and a positive opinion of around 80% in the country today (source: BAS 2004). Sports Marketing and Entertainment Marketing have been the key elements of the Companys Brand Marketing Strategy. Samsung has very successfully leveraged its association with Cricket and Cinema in the form of Team Samsung and Samsung IIFA Award. Samsung India sponsored the high profile Samsung Cup Indo-Pak Cricket Series in the Year 2004. Team Samsung or Samsungs team of celebrity cricketers endorsing Samsung products has been successfully used to create more awareness for Samsung products. To further reinforce its lifestyle positioning, Samsung has been associated with the Lakme India Fashion Week (LIFW) for its Mobile Phones. The Company used the LIFW-2005 as a platform to launch its D-500, Worlds Best Mobile Phone in the Indian market. ENRICHING THE RETAIL EXPERIENCE To display Samsung products in a more lifestyle ambience and to communicate the product benefits in a more interactive manner, Samsung India has set up a widespread network of Samsung Digital Worlds, Digital Homes and Digital Plazas all over the country. The Samsung Brand shop network complements the over 8500 retail points for Samsung products located across the length and breadth of the country. Samsung plans to continue enhancing its penetration levels in the country to reach out to more and more Indian consumers.

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The DNA of Digital Innovation Samsung Electronics is a global leader in semiconductors, telecommunications, digital media and digital convergence technologies with 2004 parent company sales of US$55.2Bn and net income of US$10.3Bn. Employing approx. 113,000 people in over 90 offices in 48 countries, the company has of 5 main business units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business. Recognised as one of the fastest growing global brands, Samsung Electronics Corporation is the worlds largest pro ducer of Colour Monitors, Colour TVs, Memory Chips and TFT LCDs. SAMSUNG ELECTRONICS VISION STATEMENT Recognizing that the digital revolution is entering a new phase, Samsung Electronics has transformed its operations by putting digital technology at the core. The company is committed to being a market-driven solutions provider and leader in digital convergence. With core competencies in semiconductors and CDMA technologies, Samsung Electronics creates digital solutions for homes, mobile users and offices that enable seamless communications, facilitate business transactions, access to the internet and offer digital entertainment. SAMSUNG ELECTRONICS BUSINESSES AT A GLANCE
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From memory chips to digital TVs, Display Monitors to Mobile Phones, Samsung Electronics has channelised its core competencies in the field of semiconductors and backed it with its R&D capabilities and manufacturing scale to emerge as one of the most unique brands creating innovative and superior digital products every year. Some of the products manufactured by its key business areas include: DIGITAL MEDIA NETWORK Leading developer and manufacturer of Digital TVs, Colour Monitors, DVD Players, Printers and all-in-one wireless devices such as NEXiO handheld PC. DEVICE SOLUTION NETWORK BUSINESS The worldss largest producer of DRAMs, SRAMs and TFT-LCDs. This business division has also pioneered many remarkable innovations in the field of non-memory chips. THE TELECOMMUNICATION NETWORK BUSINESS A leading producer of CDMA handsets and among the top 3 GSM handset providers in the world. Samsung Electronics continues to strengthen its global position, producing and marketing CDMA, GSM and TDMA mobile phones as well as 3G handsets. THE DIGITAL APPLIANCE NETWORK BUSINESS A major presence in the home appliance market with a significant share of the global microwave, internet refrigerators, airconditioners and other household product categories. SAMSUNG ELECTRONICS GLOBALLY LEADING PRODUCTS Product DRAMs SRAMs TFTLCDs Global 31% 28% 22% M/S CDMA Handsets 20.6% Computer Monitors 21% TV Flash

9.9% 27%

GLOBALLY RECOGNISED POWER BRAND Samsung Electronics strong performance both in terms of financial results and product design has been recognised by various industry awards and rankings. It has been recognised as The Fastest Growing Global brand, by Business Week/Interbrand and is ranked amongst the top technology leaders in the world. Samsung enjoys a brand equity of US$12.5Bn and is ranked 21st is the list of top 100 global brands. INTERNATIONAL DESIGN AWARDS
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Samsungs focus on design excellence has led to many of its products winning global recognition. From coveted global awards like IDEA to iF design and Innovation 2004, various Samsung products like Plasma Televisions, TFT-LCD Monitors and Mobile Phones have been awarded & recognised for their design quality and performance.

KEY HIGHLIGHTS Samsung design centres are located in London, Los Angeles, San Francisco, Tokyo, Shanghai and Romen Samsung won a total of 33 awards at top design contests in the US, Europe and Asia Samsung has R&D Centres across the world with 7-8% of its annual turnover going in as R&D investment every year. R&D investment in 2004: US$4.59 Billion. Samsungs global R&D hubs are located in London, Moscow, Israel, Beijing, Korea (4), Japan (2), US (2) & India.

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OBJECTIVES

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OBJECTIVES
Objective of this study is to know whether the selected print cellular advertisements are effective or not. What are most attractive features? Which is the most favorable brand? Which form of advertisement is more effective?

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
UNIVERSE & SURVEY POPULATION
UNIVERSE
Karnal, Panipat, Sonipat & Delhi.

SURVEY POPULATION
150 readers of Business World, Business Week, Outlook, Hindustan TIMES, Times Of India.

BRANDS UNDER STUDY

In this project I am going to test the effectiveness of the print ads of these brand of cellular phones:

1. NOKIA 2. SAMSUNG 3. SONY ERICSSON 4. MOTOROLA 5. LG

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RESEARCH DESIGN
The research design of this report is Experimental & Exploratory.

SAMPLE SIZE & TECHNIQUES SAMPLE SIZE

The sample size is 100

TECHNIQUE
Information is collected through Questionnaire method & Post tests to measure the effectiveness of the selected print ads, the Post tests that I have conducted are RECALL & RECOGNITION methods.

ANALYSIS PATTERN a) Data Collection

1. PRIMARY DATA: primary data has been collected through Questionnaire And by conducting two post test (Recall test and Recognition) to measure the effectiveness of selected of selected print ads 2. SECONDARY DATA: secondary data has been collected from different newspapers like Economic Times: Brand Equity, Business Standard: The strategist and from the web site Googles.com

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ANALYSIS & INTERPRETATION OF THE DATA

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1. The first question in the questionnaire is CLASSIFICATION DATA b) Age

Percentage of the respondents 1. 2. 3. 60% 25% 15%

Age group 18 years to 25 years 26 years to 30 years Years and above

CLASSIFICATION DATA 70 60 50 40 30 20 10 0 18 to 25 years 25 to 30 years above 30 years

percentage of respondents

GENDER
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50% of the respondents are male and 50% are female

MALE FEMALE

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d)OCCUPATION
Percentage of the respondents
40% 40% 20% Occupation Student Working class business

student working people business

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e) EDUCATION 70% of respondents are professionals 30% of respondents are graduates

PROFESSIONAL GRADUATES

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2. The second question in the questionnaire is HOW MANY ADVERTISEMENTS YOU CAN RECALL FROM THE MAGAZINE WRITE THERE NAME Name of brand 1. NOKIA 2. MOTROLA 3. LG 4. SAMSUNG 5. BIG BAZAAR 6. HONDA 7. BLACK BERRY 8. RAYMOND WELL 9. SONY % of the respondents 21 17 19 17 3 3 7 1 12
CLASSIFICATION DATA
70 60 50 40 30 20 10 0 18 to 25 years 25 to 30 years above 30 years

percentage of respondents

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3.The third question is HOW MANY CELLULAR PHONES ADS HAVE YOU SEEN NAME OF BRAND % OF RESPONDENTS 1.NOKIA 40 2.SAMSUNG 17 3.SONY 10 4.MOTOROLA 26 5.BLACK BERRY 7 6.LG 0

ads recalled by the respondents

% of respondents

50 40 30 20 10 0
K IA SU N G O TO R O B LA LA C K B ER R Y
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N O

SA M

SO N

LG

4. The question is CAN YOU RECALL ANY PART OF THE CELLULAR PHONES ADS ,WRITE THAT PART Name of brand % of respondents Recalled part of the ad Nokia 60 Field Motorola 40 Husband&wife

ads recalled by the respondents

70 % age of respondents 60 50 40 30 20 10 0
O K N O LA IA M O

TO R

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5. Fifth question in the questionnaire is HAVE YOU READLEAST HALF OF THE COPY PORTION OF THE AD? Only 55% of the respondents had read the copy of the ad. most of them were either advertising student they want to by the cellular phone.

ads recalled by the respondents

60 50 % age of respondents 40 30 20 10 0 YES NO

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6.CAN YOU RECALL THE SALE POINT? Almost every respondents had recalled the sale points.

ads recalled by the respondents

60 50 % age of respondents 40 30 20 10 0 YES NO

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7. The last question is IF YOU BUY THE CELLULAR PHONE ,WHICH BRAND WILL YOU BUY Brand % of the respondents Nokia 60 Sony 5 Motorola 25 Samsung 5 LG 2 Any 3

ads recalled by the respondents

% of respondents 70 60 50 40 30 20 10 0
Y IA G O LA SO N LG N O K M SU A N N Y

M O TO R
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SA

FINIDINGS AND CONCLUSIONS

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FINDINGS OF THE STUDY

1. MOTOROLAS ad is more effective and LG is the least effective. 2. NOKIA is the most favored brand among the respondents, as % of the respondents wants to buy this brand. 3. Most of the respondents recalled the brands of cellular phones, which they know not what they have seen in the magazine. 4. Ads with attractive images and small headlines are more effective than others. 5. Respondents recalled the ads as per their motives and interests. 6. Most of the ads remembered by the respondents were either double page; thick page; end cover page or the ad with celebrity.

7. In terms of reach T.V. commercials are more effective than the print ads. 8. The media selected by various brands for advertisement is effective. 9. Celebrity ads are also effective as the readers easily remember them.

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SUGGESTIONS & LIMITATIONS

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SUGGESTIONS
1. Illustrations and headlines should be able to pull the reader into the Ad attracting their attention. So, these should be attractive. 2. Layout of the ad should also be very attractive. 3. A few attractive words should also be used that tells the whole story. 4. Scheduling of the ads should be continuous. 5. Marketer should try to expand the market share for white market by offering various promotional schemes. 6. Effectiveness of ads can also be increased by publishing it on thick sheet. by

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LIMITATIONS 1. 2.

TIME & MONEY CONSTRAINTS.

SAMPLE SIZE & AREA COVERAGE IS SMALL SO IT MAY NOT REPRESENTATIVE.

3.

THE RESPONDENTS MAY BE BIASED WHILE RESPONDING.

4.

THEIR RESPONSE MAY NOT SHOW THE REAL PICTURE.

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ANNEXURE

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QUESTIONNAIRE
MEASUREMENT OF THE EFFECTIVENESS OF THE SELECTED PRINT ADVERTISEMENT OF CELLULAR PHONES 1. Classification Data
a) Name: b) Age: c) Gender: Male ( ) d) Occupation: e) Education Female ( )

2. How many advertisements you can recall from the portfolio, write their names?
a) _______ c) _______ b) ______ d) ______

3. How many cellular phone ads have you seen, write their names?
a) _____ c) _____ b) _______ d) _______

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4. Can you recall any part of the cellular phones ads, write that part ?
a) _______ c) _______ b) _______ d) _______

5. Have you read at least half of the copy portion of the ad?
Yes ( ) No ( )

6. Can you recall the sales points?

Yes ( ) No ( )

7. If you have to buy a cellular phone, which brand will you buy?

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BIBLIOGRAPHY

1. BOOKS a) ADVERTISING & PROMOTION

-Belch & Belch edition 5th

b) RESEARCH METHODOLOGY
- C.R. KOTHARI 2. WEB SITES -GOOGLE.COM -YAHOO.COM 3. NEWSPAPERS -ECONOMIC TIMES- BRAND EQUITY -TIMES OF INDIA -HINDUSTAN TIMES`

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