Research on effectiveness of advertisement

Project Title: -

Advertisement effectiveness.

Title justification: The objectives of all business are to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to audience the final consumers, channel members and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is mainly done with advertisement. For this we need to study the effectiveness of advertisement.

Scope of the study:Advertisement is done basically to introduce a product or to promote a product, if in this process if advertisement is not done properly then it would be considered as a loophole in advertisement and its effectiveness, so now to fill the gap we need to do proper study about effectiveness of advertisement. Research Objectives: 1. To do the entire selling job (as in mail order marketing). 2. To introduce a new product (by building brand awareness among potential buyers). 3. To force middlemen to handle the product (pull strategy). 4. To build brand preference by making it more difficult for middleman to sell substitutes). 5. To remind users to buy the product (retentive strategy). 6. To find out loopholes in advertisement and in failure of advertisement.

Research Methodology: The research methodology for the project completed in two phases:

First Phase is the collection of Secondary Data: This involves the collection of Secondary data using internet and internal sources. This also involves talking with experienced business man who has done advertisement of their product but has not attained success. Second Phase is Collection of Primary Data and Analysis:

After collecting the Secondary data the next phase will be collection of primary data using Questionnaires. The questionnaire will be filled by around 100 business man who has taken help of advertisement for their product introduction in market. The data collected will be then entered into SPSS (software). Research Design:-

Exploratory and descriptive research The research is primarily both exploratory and descriptive in nature. The sources of information are both primary and secondary. The secondary data has been taken by referring to internet for the research purposes. The objective of the exploratory research is to gain insights and ideas. The objective of the descriptive research study is typically concerned with determining the frequency with which something occurs. A well structured questionnaire was prepared for the primary research and personal interviews were conducted to collect the responses of the target businessman.

Sampling Methodology:-

Sampling Technique Initially, a rough draft was prepared a pilot study was done to check the accuracy of the Questionnaire by testing with a businessman who has experienced the advertisement effectiveness in both ways and certain changes were done to prepare the final questionnaire to make it more judgmental.

Sampling Unit

The respondents who were asked to fill out the questionnaire are the sampling units. These respondents have been interviewed and questioner was been filled by them.

Sample Size The sample size was restricted to only 100 respondents.

Sampling Area The area of the research was Ahmedabad and gandhinagar.

Limitation of the Study The various limitations of the study are:

Businessmen were not willing to fill the entire questionnaire due to the less time available to them.

Some respondents might be hesitant to divulge personal and financial information which can affect the validity of all responses. Most people are comfortable with traditional system. Many respondents did not have any analysis of their past experience of advertisement.

The survey was done in Ahmedabad and gandhinagar and not the entire sample was taken into consideration so the outcome may differ from the original view.