PREFACE

I am pleased to present the project report on "Preparing

Advertisement Copy on The Assigned Product before my respected readers. It is a humble attempt from my part to judge consumer behavior for the effectiveness of existing and self designed ad-copy of Spices. This study deals with a number of topics, which will help the reader understand and learn how consumers make consumption decisions regarding Spices. Language of the report is simple and lucid. Attempts have been made to arrange the subject matter in a systematic and well-knit style. Efforts have also been made to deal with all topics precisely and gently. I express thanks to all those prolific teachers and experts of management whose theories and ideas have been incorporated in this project report. Despite of this it is very difficult to be perfect to the core and mistakes do creep in for which I extend my apology and carve the hospitality of the readers to point them out. Their criticism and suggestions for the improvement in future are welcomed.

KETKI GOYAL

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number of persons. Iwish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected Mr. Anand Tiwari, Head, Faculty Of B.B.A. Department, Govt. Autonomous Girls P.G. College of Excellence Sagar for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mr. Shailendra Patel He rendered me all possible help and guidence while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers, family members, friends and all those whose encouragement has infused courage in me to complete the work successfully.

KETKI GOYAL B.B.A. IIIrd Sem.

CERTIFICATE
Date:
The project report titled Preparing Advertisement Copy On The Assigned Product has been prepared by Miss. KETKI GOYAL, IInd Batch, under the guidance and supervision of Mr. Shailendra Patel , for the partial fulfillment of the degree of B.B.A.(Hon).

Signature of the Supervisor:

Signature of Head of the Department:

Signature of the examiner

DECLARATION BY THE CANDIDATE

Date:
I declare that the project report titled Preparing Advertisement Copy On The Assigned Product is my own work conducted under the supervision of Mr. Shailendra Patel, Department Of Business, Management, Faculty Of B.B.A. Department, Govt. Autonomous Girls P.G. College of Excellence. To the best of my knowledge the report does not contain any work, which has been submitted for the award of any degree, anywhere.

MISS. KETKI GOYAL 3rd Semester IIth Batch

TABLE OF CONTENTS
Preface Acknowledgement Certificate Declaration by the Candidate
1. Introduction 2. Line of Objectives 3. Research methodology 4. Data analysis and interpretation 5. Self designed advertisement Product profile Script for advertisement Advertisement of existing brand 6. Findings 7. Conclusion 8. Suggestions 9. Limitations

Bibliography Appendix

Format of Questionnaire

INTRODUCTION TO THE TOPIC

In the present Project I have analyzed the Television market of Bhopal. For the purpose I have done survey of 100 respondents. Market Research is a systematic, objective collection and analysis of data about a particular target market, competition, and/or environment. It always incorporates some form of data collection whether it is secondary research (often referred to as desk research) or primary research which is collected direct from a respondent. The purpose of any market research project is to achieve an increased understanding of the subject matter. With markets throughout the world becoming increasingly more competitive, market research is now on the agenda of many organizations, whether they are large or small. Marketing Research is the function, which links the consumer and public to the marketer through information and information used to identity and define marketing opportunities and problems generated, refine evaluate marketing actions, monitor marketing performances, and improve understanding of marketing research as a process.

LG ELECTRONICS

Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary of LG Electronics, South Korea. In India for a decade now, LG is the market leader in consumer durables and recognized as a leading technology innovator in the information technology and mobile communications business . LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics, Home Appliances, GSM mobile phones and IT products. LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB). The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida.In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October 2004.

Covering over 50 acres, the facility manufactures LCD TV, GSM Phones, Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color Monitors. Both the Indian manufacturing units has been designed with the latest technologies at par with international standards at South Korea and are one of the most Eco-friendly units amongst all LG manufacturing plants in the world. LG has been able to craft out in ten years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment.

VISION
LG Electronics is pursuing the vision of becoming a true global digital leader, attracting customers worldwide through its innovative products and design. The companys goal is to rank among the top 3 consumer electronics and telecommunications companies in the world by 2010. To achieve this, we have embraced the idea of Great Company, Great People, recognizing that only great people can create a great company.

LG TV

VIDEOCON

Videocon is a household brand name across the nation for consumer electronics and home appliances. It is multi-faceted Rs. 3500 crore group, with the state of the - art manufacturing facilities all over India. This company was incorporated in 1984 with the avowed purpose of producing world-class Color Television through a technical tie-up with Toshiba Corporation of Japan. It has emerged as Indias leading brand of both color and black & white TV. The range of consumer electronic products and home appliances include Neuro-Fuzzy logic washing machines, user friendly no-frost refrigerators, music systems, color televisions & VCRs. Apart from making products for Toshiba and Sansui for their markets, Videocon is also setting-up manufacturing and marketing facilities in the Middle East, Europe, Indonesia and South Africa.

Videocons Major Production Facilities are: Videocon International Ltd., Chitegaon, Aurangabad. Videocon International Ltd., Gandhinagar Videocon Appliances Ltd., Chitegaon, Aurangabad Videocon Narmada Electronics Ltd., Bharuch Videocon VCR Ltd., Bhalgaon Aurangabad

TIME LINE

VIDEOCON TELEVISION

SAMSUNG INDIA
Samsung India is the hub for Samsungs South West Asia Regional operations. The South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India which commenced its operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. Headquartered in New Delhi, Samsung India has a network of 20 Branch Offices and 40 Area Sales Offices located all over the country. The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions, Colour Monitors, Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung Made in India products like Colour Televisions, Colour Monitors and Refrigerators are being exported to Middle East, CIS and SAARC countries from its Noida manufacturing complex. Samsung India currently employs over 1600 employees, with around 18% of its employees working in Research & Development. SAMSUNG VISION Samsung India's Vision entails helping people improve the quality of their lives by providing them with superior quality, state-of-the-art technology products at the right time and the right price. But beyond its role as a purveyor of quality products in India, Samsung seeks to contribute to the economic growth of the country though its export commitments and large scale production facilities generating secured employment for hundreds of Indian people. At Samsung, we strive to contribute to the development of the electronics and components industry in India by enhancing the knowledge levels of our workforce through the introduction of our advanced management systems and production know-how in our manufacturing facilities by introducing our Indian vendors to our world class quality systems and helping them in improving them in their own quality systems and production processes and setting benchmarks for the industry

both in terms of after sales service for our products, quality systems and management techniques at our facilities or our products themselves. At Samsung, we believe in returning to the community some of the profits we earn from it, through the social causes we espouse. We view ourselves not as an MNC operating in India, but as an 'Indian Company' operating here, conforming to the laws of the country and committed to working for the Indian community.

SAMSUNG TELEVISION

OBJECTIVES OF THE STUDY

To analyze the television Market of Bhopal. To analyze the factors influencing the customers to choose a particular brand of Television. To know the customers view towards Televisions of different brands.

ADVERTISEMENT CONCEPT
Advertising is multidimensional. It is a form of mass communication, a powerful marketing tool, a component of economic system, a means of financing the mass media, a social institution, an art form, an instrument of business management, a field of employment and a profession. Advertisement has both forward & backward linkages in the process of satisfaction across the entire spectrum of needs. The explicit function of advertisement is to make the potential audience aware of the existence of the product, service or idea which would help them fulfill their felt needs and spell out the differential benefits in a competitive situation. Advertising is not a panacea that can restore a poor product or rejuvenate a declining market. It only helps in selling through the art and business of persuasive communication.

WHY ADVERTISEMENT IS NEEDED?

Advertising is a communication channel which enables consumers in making choice from the best available alternative in the market, thus satisfying the basic aim of advertisement. Advertisement is mass audience communication programme. Advertisement makes it possible for the manufacture to introduce new ideas & new products. Advertisement makes product adoption process smooth. Advertisement expands markets, builds up volume, gives a market share and profitability and reduces prices.

IMPORTANCE OF ADVERTISEMENT PLANNING

Some basic elements of advertisement planning are: Advertisement Budget Media Planning Creative Strategy Advertisement Effective

ADVERTISEMENT EVALUATION

Pre-testing & Post-testing method

The testing can be related to the ad copy in terms of its message, idea, theme, slogan & contents or also can be related to products in which impact of message on product awareness or buying intention is measures. Measures can be broadly classified into two categories: Laboratory measures Real- world measures

The following are the laboratory measures of pre-testing which are ads related:
1. 2. 3. 4. 5. 6. 7. Consumer jury Portfolio tests Readability tests Physiological measures Eye-camera Tachistocope GSR/PDR

The following are the laboratory measures of pre-testing which are products related :
1. Theatre tests 2. Trailer tests 3. Laboratory stores

The following are the real-world measures of pre-testing which are ads related :
1. Dummy advertising vehicles 2. Inquiry tests 3. On the air tests

The following are the real-world measures of post-testing which are ads related :
1. Recognition tests 2. Recall tests

3. Association measures 4. Combination measures

The following are the real-world measures of pre-testing as well as post-testing which are products related :
1. Pre-post tests 2. Sales tests 3. Mini-market tests

ADVERTISEMENT STRATEGY

Strategy is a link between advertisement objectives & advertisement plan. Strategy also makes it easier to implement the plans & goals. There are seven possible strategies from which ideas have been taken. These are pioneering a product, Emphasize a benefit, Put across the USP of a brand, Build a brand image, Offer a range of products, Future users of the products, Discover new uses for an existing product. In my advertisement I have tried to use the strategies of emphasizing a benefit i.e. giving the product at lower price than others with additional new flavors. Also the following market considerations are taken into account as they affect the strategy formulation: Positioning of the product: The Zest Spices are positioned at middleincome group of customers and even the rural customers. Promotion mix: As a marketer we are interested in the right mix or combination of Advertising, Publicity, Personal selling (especially in villages) & Sales promotion.

Advertisement media: The most preferred advertisement media for Zest Spices is Television; also the print media (newspapers & magazines) is used in some areas. Advertisement budget: The total amount to be spent on the advertisement of Zest Spices will be decided on the basis of Advertisement Objective & Task Method. This is so chosen because the competition is so much that you cannot think of profit first and then generate revenue for advertisement, but if the product is communicated very well than it automatically sell and generate revenue too. Vital decision about the size of space (for print media) or length of time (for broadcast media) for the ads have yet to be made, which will be based on the rational price, proper space, and which gives advantage of time utility.

Objectives of research
1. To gain insight into the customer preferences regarding spices. 2. To search the motives that stimulates consumers to spices. purchase

3. To find out the awareness level of customers regarding advertisement. 4. To compare two different brand advertisements of the similar media. 5. To find which is the most popular brand advertisement. 6. To know about effective advertising media that persuades the customers most. 7. To design advertisement copy for spices. 8. To pre-test and post-test the effectiveness of existing and designed advertisement copy.

RESEARCH METHODOLOGY

WHAT IS RESEARCH METHODOLOGY?

It is the science that tells the method of doing research .It mainly consists of following steps; Developing research design Determining the data collection method Developing sampling plan Conducting field work Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. The word research has been derived from French word Researcher means to search.

DEFINITION OF RESEARCH METHODOLOGY:

Research may be defined as "a careful investigation or enquiry specially through search for new facts in any branch of knowledge "in a technical sense research comprise defining &redefining problems, formulating hypothesis or suggested solutions; collecting ,organizing &evaluating data; making deductions & reaching conclusion & at last carefully testing the conclusion to determine weather they fit the formulating hypothesis.

RESEARCH DESIGN:

Research Design is the conceptual structure within which research is conducted. It constitutes the blueprint for collection, measurement and analysis of data. The design used for carrying out this research is Descriptive.

RESEARCH DESIGN USED IN THE SURVEY:

Considering the objectives of the study and also the importance of the decision it was decided to undertake an exploratory survey.

DATA COLLECTION:

Types of data:
1. Primary data- primary data are those which are fresh and collected for the first time and thus happen to be original characters.

2. Secondary data - It is the data that is already been collected by

someone else. In this survey I used both primary and secondary data. All information collected through questionnaire.

DATA SOURCE:
The sources of collection of secondary data are: Questionnaire Books Websites Magazine Brochure

SAMPLING PLAN:

It is very difficult to collect information from every member of a population .As time and costs are the major limitation that the researcher faces. A sample of 30 was taken the sample size of 30 individuals were selected on the basis of convenient sampling technique. The individuals were selected in the random manner to form sample and data were collected from them for the research study.

ANALYSIS AND INTERPRETATION:

Data collection through questionnaire and personnel interview resulted in availability of the desired information but these were useless until there were analyzed. Various steps required for this purpose were editing, coding and tabulating. Tabulating refers to bringing together similar data and compiling them in an accurate and meaningful manner. The data collected by questionnaire was analyzed, interpreted with the help of table, bar chart and pie chart.

DATA ANALYSIS & INTERPRETATION

Q.1 Do you like the advertisment of T.V. Answer Yes No. Percentage 29% 1%

30% 25% 20% 15% 10% 5% 0%

29%

1% Yes No.

Q.2 Which past of advertisment is appealing to you Answer Punchline Percentage 12%

Slogan Theme Logo

6% 10% 2%

12% 10% 8% 6% 4% 2% 0%

12% 10%

6%

2%

Punchline

Slogan

Theme

Logo

Q.3 What basic ideas or image of advertisment communicated to you Answer Economical Percentage 5%

Cheap Affordable Any other

10% 10% 5%

10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

10%

10%

5%

5%

Economical

Cheap

Affordable Any other

Q.4 How do you rate the advertisment of T.V. Answer Good Average Very good Satisfactory Percentage 3% 2% 10% 15%

16% 14% 12% 10% 8% 6% 4% 2% 0% Good

10%

15%

10%

3%

2%

Average
10%

Very good Satisfactory

10% 9% 8% 6%

8%

Q.57% Which is the most effect media to present the advertisment. Answer 5% T.V. Magzine 4% Newspaper 3% Radio
2% 1% 0% T.V. Magzine Newspaper Radio

Percentage 10% 10% 8% 2% 2%

OBSERVATIONS & FINDINGS

28% of the respondents have LCD Television, 72% of the respondents have CRT Television. 24% of the employee say that they have Samsung LCD / CRT TV, 44% of the respondents have LG LCD / CRT TV and 22% of the respondents prefer ONIDA. 24% of the respondent say Price is the factor which build brand, 6% say Clarity builds brand, 10% say sound quality, 18% say Durability, 8% say

Looks, 34% say Quality is the most important factor for building brand image. 36% consumers look out for comparative advantage while making a purchase. 24% people say that good quality makes a brand preferable. 24% of the respondents say the price of Samsung LCD / CRT Television is less, 20% say Price of LG LCD / CRT Television is less, 20% say ONIDA LCD / CRT Television has less price, 36% of the respondents say Videocon LCD / CRT Television has less price. 28% of the respondents say Samsung has very good clarity, 46% of the respondents say LG LCD / CRT TV has very good clarity, 16% of the respondents say ONIDA LCD / CRT TV has very good Clarity, 10% of the respondents say Videocon LCD / CRT TV has best clarity.

32% of the respondents say Sound of Samsung LCD / CRT Television is

best, 34% of the respondents say LG LCD / CRT Television is best in terms of Sound Quality, 16% of the respondents say ONIDA LCD / CRT Television is best in terms of Sound Quality, 18% of the respondents say Videocon LCD / CRT Television is best in terms of Sound Quality. 32% of the respondents say Durability of Samsung LCD / CRT Television is best, 34% of the respondents say LG LCD / CRT TV, 14% of the respondents say Durability of ONIDA TV & 20% of respondents say Videocon LCD / CRT TV. 24% of the respondents say Samsung LCD / CRT Television is best in terms of Performance, 36% of the respondents say LG LCD / CRT Television is best in terms of Performance,22% of the respondents say ONIDA LCD / CRT Television is best in terms of Performance.& 18% of the respondents say Videocon LCD / CRT Television is best in terms of Performance.

 24% of the respondents say Features of Samsung LCD / CRT TV is best,

32% have rated LG LCD / CRT as best in terms of its features, 20% of the respondents say ONIDA LCD / CRT TV is best in terms features. 28% of the respondents say Samsung has very good clarity, 46% of the respondents say LG LCD / CRT TV has very good clarity, 16% of the respondents say ONIDA LCD / CRT TV has very good Clarity, 10% of the respondents say Videocon LCD / CRT TV has best clarity.

CONCLUSIONS
This project helped me tremendously in knowing how marketing activities are carried out in a real situation. In classroom lectures, I was able to understand only the theoretical work I have the practical experience about the marketing activities. As far In my study I have found that maximum people prefer to buy LG LCD / CRT TV as compared to other brands of LCD / CRT Television because of its Sound system and features and performance. Inspite of Less price of other brands of LCD / CRT TV people prefer LG LCD / CRT TV.

I found that people prefer LCD Televisions because of their attractive looks and space required for keeping LCD Television is also very less.

SUGGESTIONS
Companies must advertise their products heavily. Customers must be made aware about the features of LCD / CRT After sales services provided must be improved. More advertisement must be made to improve brand image. Attractive offers must be made by the company. Spares parts should be provided at low cost.

Televisions.

BIBLIOGRAPHY
Books: Kotler, Philip., Marketing Management Prentice Hall Of India Pvt. Ltd., New Delhi. Kothari, C.R, Research Methodology, Vishwa Publication., New Delhi Saxena, Rajan, Marketing Management Tata Mcgraw-Hill Publishing Company Limited. New Delhi Websites:

www.lge.com

www.videocon.co.in www.Onida.com www.samsung.com/in

QUESTIONNAIRE
Name of Purchaser Respondent Name Age : : _____________________________ _____________________________

_____________________________

Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10

do you like the advertisement of T.V. (a) Yes (b) No Which part of advertisement is appealing to you (a) Punchline (b) slogan (c) Theme

(d) Logo

According to you most convincing part of the advertisement? (a) Punchline (b) Slogan (c) Idea (d) Theme (e) Logo what basic ideas or image of advertisement communicated to you. (a) Economical (b) Cheap (d) Affordable ( e ) Any other How do you rate the advertisement of T.v. (a) Good (b) Average (c) Very good (d) Satisfactory which is the most effective media to present the advertisement ? (a) T.V. (b) Newspaper (c) Radio (d) Magazine which companys advertisement do you like the most interesting ? (a) L.G. (b) Samsung (c) Videocone (d) Other Do you think that promotional events are necessary for a product promotion. (a) Yes (b) No Do you like the script of the Advertisement designed by me. (a) Yes (b) No Any Suggestion : _____________________________________________ ____________________________________________________________ Thank you very much for your kind cooperation. Place : Date Signature of Respondent

INTRODUTION TO THE PRODUCT

The aim of a television system is to extend the sense of sight beyond its natural limits and to transmit sound associated with the scene. The picture signal is generated by a TV camera and sound signal by a microphone. In the 625 line CCIR monochrome and PAL-B colour TV systems adopted by India, the picture

signal is amplitude modulated and sound signal frequency modulated before transmission. The two carrier frequencies are suitably spaced and their modulation products radiated through a common antenna. As in radio communication, each television station is allotted different carrier frequencies to enable selection of desired station at the receiving end. The TV receiver has tuned circuits in its input section called tuner. It selects desired channel signal out of the many picked up by the antenna. The selected RF band is converted to a common fixed IF band for convenience of providing large amplification to it. The amplified IF signals are detected to obtain video (picture) and audio (sound) signals. The video signal after large amplification drives the picture tube to reconstruct the televised picture on the receiver screen. Similarly, the audio signal is amplified and fed to the loudspeaker to produce sound output associated with the scene.

Script
Scene 1 Mr. Verma Mr. Sharma Scene 2 : There are two neightbours Bought the Zacqua T.V. Bought the T.V. of Another Com. After Some days Mr. Sharmas Children start

going to the Mr. Vermas House to watch T.V. Scene 3. Mr. Sharma was very worried He asked there children why they go to Mr. Verma House to watch T.V. Scene 4.
childrens told him the pictures are not clear in our T.V. thats

why they go to Mr. Vermas House. Scene 5. After Some days Mr. S. bought a the Zacqua T.V. and now their childrens are also happy.

Zacqua

The World u feel around