STUDY ON REACH & EFFECTIVENESS OF PROMOTIONAL CAMPAIGN OF TELECOM PLAYERS IN LUCKNOW

Faculty Guide:
Mr. HITESH KESARWANI

Senior lecturer

Akansha Verma A7004611045 B.COM(Honrs.),Sem VI

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Rationale for the Study

To understand the effectiveness of promotional campaign in Telecom sector. To understand marketing strategies by knowing that how many customers are able to understand message promoted by telecom players. To identify customers perception about a particular telecom brand.
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Objective of Study
To know the impact of various media on different age group people. To study the impact and effect of various media in communicating telecom products and services. To study the impact of media on buying behavior of telecom customer To study the impact of celebrity in ads of telecom products and services
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Research Methodology
Descriptive research is done.

Sampling area is Lucknow.

Sample size is 100.

Data collection is done through Primary

and Secondary sources.

Results & Discussion

In telecom industry the most important factor which affects the purchase decision of the customers is advertisement. Most of the people believe that advertisements play a role while making purchase decision for new connection. Majority of the people wants to buy the connections for family and friends on the basis of advertisements.

Results & Discussion

Majority of the people like to watch advertisements on television. And after television people rated newspapers. Majority of the people like Vodafone advertisements more than others. After that Airtel and Idea comes. 87% people could recall an advertisement made by the telecom company. It proves that advertisements are as effective to recall them. Majority of respondents believe that advertisement are effective and make them aware about the telecom products.
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Limitations
Sample size was small. There are chances of biased answers. Secondary data may not be accurate and up to date. Some respondents gave ambiguous data.

Study was restricted only to Lucknow city.

Recommendations
The Companies may focus more on Regional television ads & newspapers ads to increase the effectiveness of the ads, because it is very costly to give the advertisement on a national television compare to regional. Advertisements made by companies are effective but the companies should be more focused about the feedback of the customers. The companies should also focus on the advertisements at point of purchase. Because the customers frequently visit to the retailers shop or companies exclusive outlets. The companies may focus the rural areas by designing the ads with the local renowned person like Mukhiya or Sirpunch of a particular village.
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THANK YOU