RECOGNITION OF TRAFFIC SIGN BASED ON BAG-OF-WORDS AND

ARTIFICIAL NEURAL NETWORK[PROJECT TITLE]

STUDENT NAME
MARIA ANWAR
(FA18-BCS-001)

SUPERVISOR NAME
AMNAH FIRDOUS

DEPARTMENT OF COMPUTER SCIENCE

COMSATS UNIVERSITY ISLAMABAD
VEHARI CAMPUS

2019
 ACKNOWLEDGEMENT

I would like to take this opportunity to express my sincere

thanks and gratitude to my COMSATS University for all their
guidance, inspiration, constructive suggestions which helped
me in the project.
The successful start of this project was made by
their guidance and co-operation. I also owe my heartfelt
gratitude and deep regards towards my guide
Mam Amnah firdous for leading and directing me at every step
of the project. I would like to thank her for her invaluable help
and for her crucial role throughout the course. Last but not the
least I would like to thanks all the people who directly indirectly
who have helped and encouraged me in completing the project
effectively and timely.

Signature of the student

 Maria Anwar

Table of Content
Introduction about the Company
1. INTRODUCTION

1.1 CONCEPTUAL FRAMEWORK

1.2 PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA

1.3 RELATIONSHIP BETWEEN EVENT MEDIA AND 5P’s

1.4 EVOLUTION OF EVENT MARKETING

1.5 WHY EVENT

1.6 Key Element OF EVENT

2. RESEARCH METHODOLOGY

2.1 OBJECTIVE OF THE STUDY

2.2 NEED OF THE PROJECT

2.3 SCOPE OF THE PROJECT

2.4 METHODOLOGY

3. EVENT MANAGEMENT A PROMOTIONAL TOOL

3.1 EVENT DESIGNING

5. ANALYSIS AND RESEARCH FINDINGS

5.1 PRIMARY DATA ANALYSIS

5.2 INTERVIEWS AND DETAILED DISCUSSIONS

8. BIBLIOGRAPHY

10. KEYS TO SUCCESSFUL EVENT MARKETING

 INTRODUCTION
“VISION ARTS GENERATE Quality Business Leads

VISION ARTS ENHANCE Your Profile

VISION ARTS CREATE New Business Opportunities

Everyone Knows Us as EVENTS”

MEANING OF THE WORD ‘EVENT’

“The use of method involving people witnessing a happening within a capsule of
time, for the purpose of communication of a message”

An event is a live multimedia package carried out with some special concept,
modified to achieve the clients’ objectives

. Event in terms of social and Cultural life

In social and cultural life, an event refers to a social gathering or activity, such as:

• A festival, for example a musical festival

• A party, for example a birthday party

• A ceremony, for example a marriage

Event in terms of science

In science, an event is something that takes place at a particular place and time.
Specifically, event may refer to:

• Phenomenon, something observable at a given time

• A point in space time, a concept of the theory of relativity

• Extinction event, when a large number of biological species die out in a
relatively short period of time • Event (probability theory), a possible outcome of
an experiment

Meaning of the Word ‘Management’

The term "management" characterizes the personnel leading
and directing all or part of an organization through the
manipulation of resources and deployment (human, financial,
material, intellectual or intangible).
Management has to do with power by position, whereas
leadership involves power by influence.
Functions of management
Management operates through various functions, often
classified as planning, leading controlling, organizing and
staffing.
1. Planning: Deciding what has to happen in the future (today,
next week, next month, next year, over the next five years, etc.)
and generating plans for action.
2. Leading: Exhibiting skills in these areas for getting others to
play an effective part in achieving plans.
3. Controlling: Monitoring — checking progress against plans,
which may need modification based on feedback 10
 4. Organizing: Making optimum use of the resources required
to enable the successful carrying out of plans.
5. Staffing: Appointing skill and unskilled workers, and efficient
personnel.
EVENT MANAGEMENT

Event management is the application of management sciences to the

creation and development of events at domestic and international level
such as festivals, conferences, ceremonies, formal parties, concerts, or
conventions. It involves study of identifying the target audience,
planning the logistics, devising the event concept, coordinating the
technical aspects before getting down to actually executing the
modalities of the event.

The recent growth of events as an industry around the world means

that the management can no longer be ad hoc.
 The industry now includes events of all sizes as every industry, society
charity, and group will hold events of some type/size in order to market
themselves raise money or celebrate.

1.1 CONCEPTUAL FRAMEWORK

What is marketing?
Marketing can be defined as a process by which individuals
and groups obtain what they want through creating, offering and
exchanging products of value with others.
Marketing Tools
The “marketing mix”, an organization can use can be classified into
four categories:
 Place
 Product
 Price
 Promotion
Tools of Promotion
 Advertising
 Public Relations
 Direct marketing
Etc.
Advertising
It is the method of communicating the message. The event manager
can modify the message.
It includes the following:
 Give-Away: Leaflets, Posters, Brochures
 Radio: Commercial, Community, National
  Internet: Web Sites, Radio
 Television: Cable, Free To Air, Satellite
 Press: Newspapers, Magazines
 Non-Media Alternatives: Outdoor Advertising, Street Banners,
Aerial, Innovative
It can be done by the event manager or, if the event and promotional
campaign is too big, by an appointed advertising agency.
Public Relations
Often it is the part of the event manager's job to gain maximum publicity for
the event. PR is different from advertising. It communicates a more complex
message than advertising. It is free but the event manager loses control over
the result. It can be publicity can be positive or negative. To this end it is
important that the event manager maintains control over the public relations.
Although PR is mostly proactive, it is important for an event to have a reactive
PR strategy as part of the event risk management.
Who will make public statements to the press when there is an emergency? The PR
campaign is a plan to gain maximum positive publicity for the event. For an event it would
include:
• Data collection:
1. Preparing a media list of suitable targeted media.
2. Preparing a contact list and club list, interested people and
opinion leaders - often called media talent - who can be called on to
make suitable comments or actions which promote the event.
• List ideas for continuous exposure such as interesting media ready
stories, competitions, public appearances, stunts, speeches, feeding
the chooks.
When these lists are prepared, the ideas prioritized and the story angles
determined, the journalist, editor or producer is contacted to ascertain the
exposure potential of the item. These publicity items are then placed into an
overall promotion schedule. The critical path is ascertained to ensure growing
interest in the event. Although PR involves the event's relation to the public, it
 is the relations that the event manager develops with the media that can
create interest in the event. It implies developing an image with the media -
finding out what they want and how best to supply it.

If the manager does not have time to do this then the event
organization should consider hiring a PR company.
Direct Marketing
This is delivering the promotional message directly
to the interested individual. The basis of direct marketing is the
establishment of a strategy to best reach those individuals. 15 The
mail out is the most common traditional method. The database can
be created from previous events through competitions, inquiries,
guest books, and point of sale information or just by asking the
participants if they would like to receive information on other similar
events.
1.2 PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA
The problems associated with traditional media that has been used
for satisfying marketing needs discussed in the previous section are
listed below:
1. Huge amount of advertisements have led to a cluttering on
T.V, print and other media. This has given rise to a need for avenues,
which provide exclusivity to the sponsor while not sacrificing the
benefits of reach and impact.
2. Proliferation of low intensity television viewers who view a
little of each channel leads to the need for capturing the full
attention of the target audience.
3. Media cost inflation – Due to rising inflation which has been
eroding the advertising budget, advertisers are demanding the beat
return from every rupee spent. Media planning has become more
 complex and therefore the need for increase the effectiveness in
terms of tangible impact which can be instantly evaluated has risen.
4. Proliferation of various media channels, therefore the
requirement for intelligent media buying.

1.3 RELATION BETWEEN EVENT MARKETING AND THE 5PS

The five Ps of marketing: place, product, people, price and promotion play an
essential role in Event Marketing. To successfully use Event Marketing the
marketer must understand how Event Marketing fits together with the other
parts of the marketing strategy. 16 Event Marketing fits under promotion in
the marketing mix. Other marketing tools that goes under this section are
advertising, sales promotion, personal sales, direct sales, public relations, and
sponsoring. Event Marketing is not a substitute for any of the other
components- it is a complement. It takes an imaginative mix of all the
communication tools available to extend the impact of the event.

Marketing Mix vs. Event Marketing

If an organization uses Event Marketing, they still need to use the other parts of
the promotion mix before, during, and after the event. An example of this could
be how a car producer can have advertisements to inform about a new car
launch, and then use events to get people to test drive the new car, and then
follow up with direct marketing with a discount coupon. One of the main
advantages with Event Marketing compared to the other channels is that the
objective can both be direct sales, and image building, depending on how it is
used.

1.4 EVOLUTION OF EVENT MARKETING

An event is a live multimedia package with a preconceived concept,
modified or customized to achieve the client’s objective.

1.5 WHY EVENTS

Creating and maintaining brand identity
• By satisfying individuals need.
• By fulfilling client’s objective.
• By providing quality in their work
• By working effectively and efficiently.
2. Image Building
• By building trust.
• By providing quality at reasonable prices
• Not doing cheats with the customers
• By dealing at a regular basis

3. Focusing the Target Market

Helping in avoidance of clutter
Even though some events do get congested with too many
advertisements, events still provide and effective means of being
 spotted. For example, Title sponsorship of a major event provides
the sponsor immense benefit since the sponsor’s name is mentioned
along with the event like Hero Cup, Femina Miss India, Lux Zee Cine
Awards.

1.6 KEY ELEMENTS OF EVENTS

Importance of Infrastructure
Event Venue
EVENT Organizer Event Infrastructure Target Audience Media Venue Client 31
The two types of venue are as follows:
In-house Venue:
 1. Any event that is executed within the premises of the company or
institution or in the private homes or proprieties belonging to the
client is called an in-house venue.
2. The use of such venue is reserved for the employees of the
company or the residents of the campus.
3. Most in-house venues do not need to be paid or even if a
payment is involved, it may be open for favorable negotiation.
4. The main advantage of in-house venue is the huge saving in the
costs incurred in hiring the venue.
External Venue:
1. Any venue over which neither the client nor the professional
organizer have any ownership rights is called an external venue.
2. These are venues open for the general public. Example: Hotels,
Stadium etc, etc…
CHAPTER 2. RESEARCH METHODOLOGY
2.1 OBJECTIVE OF THE STUDY
To study Event marketing as a Generic Promotional Tool:
1. The objective of this study is to understand
the following things:-
• concept of event marketing
• Its benefits and
• Implementation process.
2. To evaluate the effectiveness of Event Marketing as a
promotional tool.
3. To identify the problems associated with event marketing in
the Indian scenario.
4. To offer suggestions for improvement to make it a more
productive investment.

2.2 NEED OF THE PROJECT

The need of the project is to study and analyze certain issues in event marketing
and management, and it need further attention and some suggestions which have
been given to make the Event Marketing and event management industry more
effective in order to utilize its full potential and serve the objective of an event
and be mutually beneficial for the Event agency, the Corporate and the customer.

2.3 SCOPE OF THE PROJECT

1. To understanding the short coming of event marketing and event
management.

2. How these are done today?

3. Problems faced by Indian event agencies.

4. Understand and manage the event in the best and effective way.

2.4 RESEARCH METHODOLOGY

Research is “ the manipulation of things, concepts of symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids
in construction of theory or in the practice of an art.”

Research Design

Descriptive research is used for this study. A survey was conducted through a
questionnaire by which an analysis was drawn.

The methodology followed for the research

• Primary research detailed discussions with event management firms
and the corporate clients.

• Subsequent additions were made to the interview schedule to suit

the specific events under study.

• The secondary information was gathered from various marketing

journals and books on event marketing, sales promotions and publicity.
Daily newspaper reading in order to keep track of various kinds of
events also proved helpful.

• The information gathered was studied and analyzed.

• It revels certain issues in event marketing which need further

attention and some suggestions have been given to make the Event
Marketing industry more effective in order to utilize its full potential
and be mutually beneficial for the Event Marketing agency, the
Corporate and the customer.

CHAPTER 3. CONCEPTUAL DISCUSSION CRITICAL

REVIEW OF LITERATURE
EVENT MARKETING SURVEY 2006
Fifth Edition of Global Study Shows Steady March of Events Business at the
Dawn of a New Era

• Five years of research has shown that events can play a strategic role
in driving business value within every organization.

• Corporate executives, both in and out of the world of meetings and

events, now see the benefits that face-to-face interactions can provide
to their bottom line.
• Current customers and prospects can benefit from meetings and
events as they provide the greatest opportunity to learn about a
company’s brand, value proposition and (new) products/ services.

• Companies can derive business value from events to strengthen

product or brand awareness; differentiate from the competition;
educate or train employees and ultimately increase sales.

3.2 Event Marketing Continues to Deliver ROI

Although the results of this year’s survey suggest that the current role
of event marketing may have slipped slightly in companies’ marketing
mix, the data also shows conflicting information in so far as event
marketing remains the marketing element that provides by far the
highest returns on investment.
The most common reasons given for event marketing’s high returns on
investment come from the fact that it provides the greatest
opportunity for direct, in-person, face-to-face contact (58%).

It also provides the best opportunity to reach a targeted audience

(45%). Survey respondents also attribute event marketing’s high ROI to
the fact that it provides one of the only opportunities to reach a large
and engaged audience in one venue (28%).
Turning to specific types of events, the survey results show that
Trade shows (40%) followed by conferences and seminars
(21%) are the external events that are believed to provide the
greatest ROI due primarily to their ability to attract new
customers.
When asked to look at their internal events, respondents cited
education/training events (41%) followed by sales or marketing
meetings (28%) as the internal events those are deemed to
provide the greatest ROI.

EVENT MANAGEMENT AS A PROMOTIONAL TOOL

3.3 EVENT DESIGNING
1. Conceptualization of the creative idea/ambience
2. Costing involves calculation of the cost of
production and safety margins
3. Canvassing for sponsors, customers and
networking components
4. Customization of the event according to brand
personality, budgets, etc
5. Carrying-out involves execution of the event
according to the final concept

Example:
Event : Holi

Event Category : Fairs &

Festivals Event Organizers : A2Z Events

Core Concept of Holi

It is a celebration to mark the onset of spring and the harvest
season. It’s a symbolic gesture, celebrating good harvest and
fertility.

Final Concept and Carrying Out

Constraint of budget and specific requirement of the client changed the
initial concept of a two day program to a 3 hour forenoon program
titled “HOLI GYRATIONS 2000”. The program essentially revolved
around a color rain dance and color blast for young people with
coverage on a popular youth oriented music channel on the television.
It was also decided to use the event coverage as software for future use
by the channel. Now the event was fully sponsored show for a single
sponsor with invitations to a limited no. of participants. The show was
fully customized to give importance to the sponsors’ colors viz. red and
blue. The carry out stage involved being exceptionally careful and
prepared for eventualities such as hazards of drunken misbehavior of
the youth even though liquor was not allowed inside the venue. The
interaction revolved around a popular VJ anchoring the show and
except for dancing, there would be hardly anything else actually
happening. The carry out stage gets completely taken over by the music
channel.

CHAPTER 4 :DATA ANALYSIS DATA ANALYSIS ON THE

BASIS OF ANNEXURE
1: Buying Behavior after a positive experience of an EVENT.
Where,

a = Product/service you have heard but not checked out yet

b = Product/service you have never heard of

c = Product/service you already use

CHAPTER 5. RESEARCH FINDINGS &RECOMMENDATIONS

5.1RESARCH FINDINGS

• The present study has been undertaken to get the first hand exposure on the
mindset of people towards Event Marketing concept & their involvement in
events as and when they come across, if any.

• A questionnaire was designed keeping in mind the requirements for study &
analysis of my thesis for comparing the hypothesis with the outcome of this
survey.
 • A general survey conducted with a sample size of 50 respondents revealed the
following facts regarding the mindset of people towards the Event Marketing
concept.

• This survey also gave scope to take necessary steps for organizing an event at
right place, right time and in front of the right target audience.

• Event Marketing companies were also targeted and their response was also
taken which added value to my thesis.

Let’s have a look at what people feel about Event Marketing. When people were
asked what they feel about a particular company which promotes its
product/service through Event Marketing 82% of the respondents replied that it
gives a positive impression about the company and establishes the quality of their
product/service. When people were asked about the reasons for which they have
participated 53% replied that the event appeared amusing which was followed by
reasons like a powerful brand or eye catching signs & banners.

KEYS TO SUCCESSFUL EVENT MARKETING

While marketing an event, there are a few key methods that can be
employed to ensure that the event gains the maximum response.

Event is managed in the minimum cost possible. Event marketing has

been a concept that has only recently been pioneered in India. But,
though new, the concept has taken off very well with the Indian
consumers who are evolving rapidly.

Some of the methods are listed below. Following them can ensure a
cost effective implementation of the event marketing.

If the event is meant to market a certain product, then it is necessary

to ensure that the purchase decision-maker attends the event. It is
important to get the message across to the target audience and
therefore enough research about the profile of the attendees is
important to be able to communicate effectively to them about the
product.

It is important that least 50-60% of the people attending the event are
targets of the product to be promoted. It is also important to evaluate
the value-added benefits that the venue or the trade show organizer
makes available to your business. Make sure you find out if they allow
access to the attendee mailing list so you can implement a pre-mailing
process in order to promote your one-day trade show special, as well as
the location of your booth. Make sure you get participant contact
information before the event as well as after. Other value-added
benefits that can be expected from the show organizer include: being
included in participant email distributions promoting the event, as well
as an advertisement in the event show guide.

Before the event is undertaken, the cost effectiveness of promoting the

product through the event should be questioned by asking yourself
event qualifying questions around the “who" instead of the “how
many”. 98 The giveaways at the event should be relevant to the
business being promoted through the event. And make sure you don't
give something away for free just for the heck of it. The location chosen
for the event is perhaps the most important aspect. Make sure you
don't purchase a cheap booth at a popular exhibition because there are
strong chances that no one will be visiting you, since your booth will be
tucked away hidden from all eyes. The most ideal locations in any
exhibition areas are found at the entryway to the event and near the
pathway to the food stations and restrooms.
 BIBLIOGRAPHY
BASIC COVERAGE
  Event Management Lynn Van Der Wagen & Brenda R. Carlos
  Principles of Marketing Kotler & Amstrong
  Marketing Management Philip Kotler

WEBSITES
www.indiatradepromotion.org

www.exhibitionsindia.com

www.supercommindia2004.com

www.branders.com

www.eventmarketer.com

www.marketersadvantage.net/articles.htm?k=Network%20Marketing
www.mobilemarketingjoblist.com

www.fundsmanagementworld.com/india
www.sbinfocanada.about.com/cs/marketing/g/promotion.htm

www.wilsonweb.com

www.marketingnpv.com

www.india.gov.in/business/growing_business.php

www.frost.com/prod/servlet/events-asia-pac.pag

www.indialine.com/events/automotive.html

www.hindustantimes.com/3g/

www.informatm.com

www.MrSeeker.com