Advertising

1. What is the case study about, and is it a good idea to test market? The case study “Getting the Most out of Advertising and Promotion”, is about testing the outcome of an advertisement and promotion. Before advertisements and promotions were not something one would be able collect statistics on television promotions or the effect of advertisement, all was only a matter of faith. Marketing departments might have collected voluminous statistics on television show and coupon redemption, and once they collected that information, they measure everything to compare the costs of marketing with total sales.

This procedure did not take care of the most important measurement. What a business owner wants to know, what is most important to them is the incremental sales of the product over and above those that would have happened without the advertisement and promotion. This case study is about the new kind of marketing data. It is data correlated information on actual consumer purchases. This information is, “available from universal product code scanners used in supermarkets and drugstores”. (Magid, M. Abraham & Leonard M. Lodish , 1990 p. 2) This information is linked to the information on the kind of television advertising those consumers receive or the frequency and type of promotion events they see. With this source of data, managers began to notice the potential it has to create great opportunities for new marketing productivity. In order for the managers to take advantage of this, they needed to develop new strategic marketing plans. Before all of this was available to marketers, there was no true measurement for advertisement and promotion. Without having a true measurement, “marketing managers had to rely on many false assumptions”. (Magid, M.

Abraham & Leonard M. Lodish, 1990 p. 13) they were assumptions that were unexamined, for example, “those who believed advertising works also tend to assume that in all cases, more of it is better than less. ” (p. 13) Another assumption was that advertising takes a long time, many months or, sometimes, even years to increase sales. “A popular rule of thumb is that if increased advertising spending does not generate enough sales to pay for the incremental expense within a year, then a company shouldn’t implement the advertisement”. (p. 13) Advertising is not about just boosting sales, but it serves an important function. . If I were to construct a test market today, how would I go about doing so? Test market is not only a tool to measure the effectiveness in advertisement and promotions but it can also avoid costly mistakes to a marketing manager. Companies are spending thousands if not millions of dollars each year to advertise online, but that is not to say that it is being spent wisely ensure that this money is not being wasted on ineffective advertising programs is to continuously evaluate the effectiveness of the chosen programs and to ensure that these programs are achieving their intended purpose.

Evaluating the effectiveness of the chosen programs is not all about money; it also gives market managers the opportunity to analyze the non-tangible effects of the chosen program. For example, if a company chooses to go with a pop-up advertising program, they can evaluate its return on investment by comparing its click-through to the amount of money invested in building it.

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However that is not the extend of it; a good evaluation program will be able to analyze the consumer’s reaction to that program, its effects on the company’s image or its effectiveness in comparison to a banner ad program. On a Pamorama online article, it is stated that Facebook, Twitter, YouTube are the best strategic marketing practices. It is said that they are the Big 3 of social media and they are important avenues for building brand engagement and influence. They grow brand awareness, foster brand advocacy, and generate leads and sales.

This is also another way to measure effectiveness References Dyer, Pam. (2012, August 5). Facebook, Twitter, YouTube: Strategic Marketing Best Practices. Retrieved October 23, 2012 from, http://bx. businessweek. com/measuring-advertising-effectiveness/view? url=http%3A%2F%2Fwww. pamorama. net%2F2012%2F08%2F05%2Ffacebook-twitter-youtube-strategic-marketing-best-practices%2F Magid, M. Abraham & Leonard M. Lodish. (1990 May-June). Getting the Most Out of Advertising and Promotion. Harvad College, p. 12-18.

The Agee Pyrex advertisement was aimed towards the general public of the late 1940s, indicating a reflection of the social attitudes of that time period. The content of the advertisement expresses and clearly implies the values and principles that existed during the mid-20th century. Notable aspects include the role of the sexes in society, the prosperous post-war economic boom and the logical nature of gift. Men and women had their standard roles in society and they were clearly specified in the Agee Pyrex advertisement.

As we note in the image, the lady is in a kneeling position looking up at the gentleman who assumed a dominant and assertive stance with hands in his pant pockets. The late 1940s household structure and societal norms depicted males as the carer, provider and generally the head of the household, while the woman took up the role as the domestic caretaker of the children, the food and the housekeeping. The illustration portrayed the Pyrex dish being the gift to the woman from the man.

This indication brings us back to the male being the supplier and the woman as a housewife (Pyrex dish for cooking), reflecting the social attitudes of the late 1940s. Immediately following the Second World War, a huge economic surge to the West, most notably the United States, provided a boost in consumerism. Also known as the Golden Age of Capitalism, the States experience unusually high and sustained financial growth.

The Pyrex advertisement, which advertises kitchenware, would’ve been very common and extremely reflective of the public outlook at that time. The context of the advertisement states that Pyrex dishes would make excellent gifts, and without monetary stability, gifts would’ve been very uncommon, if not rare. Again, we can deduce this advertisement is an exceptional representation of the 1940s society. There are also many minor details and factors in the Pyrex advertisement that suggests the social attitudes of the late 1940s.

The most significant being the attire of the lady and gentleman. We observe that their clothing is very conservative, formal and quite sensible. A chequered suit with a shirt and tie would most definitely express a common gentleman of the mid-20th century, as would the female’s dark coloured dress with pearl necklaces convey a standard lady of that era. Another aspect noted is the pipe and the cigarette. The late 1940s would demonstrate that smoking was for the people with class.

Yet we cannot help but notice that the woman has a filtered cigarette while the man puffs on an old-school pipe. This further narrows down to the late 1940s, where this would’ve been common among the public. The roles of the sexes in the advertisement are portrayed to the late 1940s in the advertisement. The post-war prosperity, positivity and sensibility is also shown in the advertisement. It is now apparent that through the visualisation and the context of the Agee Pyrex advertisement is a reflection of the social attitudes of the late 1940s.

Should Governments Sponsor Gambling? The government is now sponsoring gambling to raise revenues. By 2002 government-sponsored gambling brought in 11 billion dollars! “Winning means a life of luxury and happiness,” is only one of the many slogans the government uses to advertise gambling. Gambling has a lot of pros as to the economy and employing more citizens but it has a lot of cons as well. Should governments sponsor gambling? The answer is no! Governments should not sponsor gambling because it is a total money grab, it feeds gambling addictions, and it destroys families and exploits Canadian citizens.

Gambling can be an expensive waste of time. Gambling is a complete money grab. Statistics show that the average household spends about $300 per year on gaming. The chances of winning the lottery are slim to none. The government promise a greater life if you win, but with chances that are extremely low, it is highly unrealistic. Gambling is a form of entertainment that gives you hope for something. This can be dangerous as it can lead to over spending or dull judgement. Alcohol is mostly always associated with gambling.

This can add to the high expense and even sway your choice to spend more and more. Many people say that the government should not sponsor an activity that can be strongly addictive. Statistics show that 3. 1 percent of Ontario’s population are Problem gamblers. “Ontario derives a huge portion of it’s gaming revenue from problem gambler’s. Therefore, government-sponsored gambling is contrary to the interest of the general populace, and therefore contrary to the purpose of the government. ” Robert Williams, University of Lethbridge, Alberta, November 2004 .

Government sponsored gambling feeds an unhealthy addiction that many people can have. These addictions can lead to theft and even suicide. Gambling is just like any other addiction, it completely takes over the person’s life. This can affect your family and marriage. Always being at the slots or casino’s funded by the government can make you lose quality time with your family. It can financially hurt you and hurt your family in the long run. Government-sponsored gambling is causing problems with your person life. It will exploit you for more and more money.

It constantly brain washes you with it’s advertisement of the amazing times you will have and how much better your life will be. This is not true. These people chase their losses by risking more money, thinking that somehow persistence will pay off. It rarely does. They suffer from depression, anxiety, financial and family breakdown. Governments should not sponsor gambling. It is a big money grab, it is highly addictive, and it can tear apart families. Gambling has an ill affect towards canadian citizens. The government says gambling is a form of entertainment.

With such a low chance of winning, how is loosing money fun? In gambling, many people inherit a sense of hope. The small chance that you might win and go out with more money than you came with. This is an unlogical probability but, everyone is driven by this hope that they might win. Gambling does bring a lot of jobs and boosts our economy, but the problem to balance responsible gambling with generating profits to the economy. Impossible maybe but, better efforts have to be made so that gambling doesn’t take over canadians.

As requested, we are sending you the second monthly progress report on the developments of the construction of Paintball Unlimited 2. After overcoming some initial problems, we are making good progress on the construction of our new premise in Lot 25, Jusco Ipoh.

Past Progress

During the past two months, we firstly finalized the estimated budget of our new project, the construction of Paintball Unlimited 2 at Lot 25, Jusco Ipoh. The estimated budget is at RM2. 0 – RM2. 5 million. We managed to secure the zoning approval to open up the premise. On confirming the location of the new premise, Lot 25 in Jusco Ipoh, which covers an area of 30,000 sq ft, we secured a two-year contract for the lease of the premise which will cost us RM240, 000 and will be paid in monthly installments of RM10, 000.

Next, we hired Flooring Pte Ltd to construct the flooring required for the different sections of our premise. Painters Pte Ltd was then hired to repaint the premise as the old paint coat was peeling. The lighting for our indoor arena was contracted to Lighting Pte Ltd. However there was a three-week delay in the installation of the wall lighting which led to a delay in the painting of certain sections of the walls. We also ordered 5 thousand T-shirts, caps and key chains each, designed by Nickly Pte Ltd. as a paintball keepsake.

Current Progress

We have started on the construction of the 4 sections of our arena which will be called ‘Desert Storm’, ‘Boggy Swamp’, ‘Jungle Safari’ and ‘Night Ops’. These names reflect the environment that customers will be playing in. It will be done up in such a way that it will simulate the actual conditions of the places mentioned. Desert Storm Progress on this section has been halted due to some unexpected delays. The design for this section includes obstacles such as statues of camels and 3 tons of sand for sand dunes, all of which we received before the due date.

We are also constructing a mini swimming pool that will be done up to resemble an oasis. However, the delay was in the procuring of the artificial cacti. This is because the company we ordered the products from is currently facing a law suit to which the outcome is uncertain to us. Besides that, the blower we ordered from General Electric to create sandstorms is currently out of stock and the company was unable to confirm a delivery date. Therefore, further completion of this section is currently being put on hold and progress on the other 3 sections of the arena has begun.

Boggy Swamp

Progress on this section of the arena is going smoothly. The fittings and the equipment such as the artificial mud, plastic mangrove trees and animals, plus other similar objects have arrived and are currently being installed. We are also in talks with the manufacturer of those products to see if we can obtain its latest product which is a type of clay which releases an odour similar to that of a swamp to enhance the experience for future customers. However, we are not able to estimate the cost of the product and therefore do not know whether it will be within our budget.

Jungle Safari

Progress on this section of the arena has faced some difficulties. Some of the products that we have purchased for this section have been found to be defective. For example, the plastic trees that we have ordered been found to have large cracks in the structures and look very flimsy. Therefore, we have doubts on whether it will be able to withstand the impact of the shots from the paintball guns. We have brought up this issue to the manufacturer but have been unsuccessful in obtaining a response from them. Besides that, some of the construction workers have been absent for a few days, slowing down the completion of this section.

The contractor has projected a delay of up to two weeks due to this problem. However, he has been unable to provide a reason as to why his workers have not been turning up for work. Night Ops Progress on this section of the arena has encountered no problems thus far. The construction of the pillars and structures has been going according to plan and this section should be completed on time. However, there is a suggestion from the interior decorator to apply fluorescent paint on the obstacles and portions of the wall to make it more attractive and increase its appeal to potential customers.

We feel it is a good suggestion and have contacted our appraiser to check if it is within our budget. Overall progress has been relatively smooth. The installation of air conditioners for the whole premise is going according to plan and is expected to be completed on time. The audio visual system that we are currently installing is also on schedule. However, there have been some unexpected increases in the prices of some of the equipment for the audio system, causing an increase in our overall cost and this will affect our estimated budget.

Advertising of Our Project We are currently aggressively advertising the opening of the new paintball arena. Among the methods we are using are advertising through The Star newspaper. Our advertisement will start on December 3rd 2011 and will run daily for 6 weeks. We have contacted advertising experts from Advert Pte Ltd to design the advertisement for us and the design they showed us was more than satisfactory, thus we have chosen to use their sample. Besides that, we have assigned one of our employees to open up an official Facebook page for our project.

It is currently being worked on and we have yet to see the final result. We have also contacted Dewan Bandaraya Ipoh to put up billboards for us at the Stadium roundabout and the Hospital roundabout for 6 months starting from December 1st 2011 to June 1st 2012. Besides that, we also contacted Voxel to put up an advertisement for us on their digital billboards to run concurrently with our others billboard advertisements. We feel that these locations are very strategic as a lot of people pass these areas. The design for the billboard is also under the same team that is designing our newspaper advertisement.

However, they have yet to submit a design for us to review. Besides that, Jusco has agreed to include an announcement on the opening of our new arena in its monthly catalogue. Future Progress In the future, we plan to hire several employees to manage our completed arena.

We have decided on :

• Supervisor (1 person)
• Counter staff (2 persons)
• Instructors ( 4 persons)
• Referees ( 4 persons)
• First Aiders ( 2 persons)
• Cleaners (5 persons)

As for the instructors and referees, we plan to send them for training should their knowledge on the subject of paintball be insufficient.

We also plan to purchase the equipment needed for our arena. (Refer to appendix). The actual number of units will be decided on at a future date. Besides that, we are going to follow up on all the problems that have occurred in the construction of the site and make sure they are rectified. Once we are near completion, we will be able to provide an official launching date and send the company an estimate of our 1st year’s profit. We will also design a vision and mission statement for our arena based on the values of our company.

Reference

1. Paintball field owner. (2003). Retrieved October 29, 2011, fromhttp://www. stylecareer. com/paintballfield_owner. shtml
2. Paintball guns net. (2009). Retrieved October 30, 2011, fromhttp://www. paintballguns. net/Paintball_Gun_Barrels/Paintball_Gun_Barrels/

Celebrity Status “Everything I do need a news crew’s presence” – kanye west. Think back to the early years and recall the one role model that was looked up to the most go ahead might have to go back as far as childhood. Ok got that amazing individual in mind? Now is that somebody a person who had a lifestyle in luxury, fascinates the media and the influences the public on day-to-day basis? (Commonly denoted as an individual with fame and fortune), implied with great popular appeal, prominence in a particular field, and is easily recognized by the public or also known as a celebrity or celeb.

Known fact most role models are celebrities but why? Celebrities are on TV, front page of magazines, and have their names big and bold in newspapers. Every time they turn their head or scratch their nose it’s going to make the headlines and believe it or not things that small from people with big reputation have a huge impact on the public people. Celebs are bad role models because they effect children, families, and can give the wrong meaning of celebrity status. Children the offspring, the next generation need to grow up healthy and with a excellent mental state and not a fantasy trying to copy the latest and greatest movie actor out. he child needs to be an individual meaning one person as him/herself, “selfhood”. Who knows the child could be a genius and invent something great that could be helpful for the future, but never know because they are to influenced by their celebrity role model. Having celebrities as role models can also throw a good chance of bad behavior in children for example lindsay lohan she effected thousands of young girls with then good girl gone bad incident made national back in 2004 after she made the movie mean girls then later got caught stealing and no penalties were issued.

As a role model she portrayed that stealing was ok and being bad is cool plus you just can’t act bad, you have to be bad! It was just that easy to set the mind of a child off track and to follow the footsteps of a “role model”. As children get older the role model gets older and will still try to do everything they see their role model do because they think it cool or want to be just like them no matter what the action is going from sex all the way to drugs. Drugs are likely to be used before age twenty six by young adults, but when celebrities use drugs it raises the chances even more with teenagers when celebrities are caught red handed by he media. It gives the wrong impression because the whole incident turns into a phenomenon “what drug did she/he use” “how long has she/he been using it” it becomes more a reward then punishment because there are now the biggest topic of the month and really miss the point that person made a mistake in life and is now addicted when they needed to be taking out of the spotlight so child viewers don’t think twice of making that mistake; but its not that easy.

It also gives the impression that everything will be perfectly using drugs and life goes on perfect example Charlie sheen. when Charlie got fired from two and a half men then left for rehab he came back the same man that left but came back with a hit catch phrase duh winning and was offered he’s job back plus endorsements. Celebrities that use drugs are a easy way to influence children to experiment and use drugs so why let them take it that far? The celebrity doesn’t care about their effect on children but their own.

Family is the group of people who are willing to do anything for each other and won’t let anything between, so why let a celebrity ruin that? effect families nationwide by giving the wrong message all the time; like its ok to live young wild and free or better like the new saying of 2012 Yolo so popular it made it to the dictionary. (yo-lo) you only live once. If a role model says it’s ok “Yolo” it’s just the same as saying its ok to do anything crazy, it’s ok go head live fast because you once live once (Yolo).

That saying is being promoted by celebrities and it’s pretty scary. kids have a reason to do something crazy and then are sent to the grave and left mom and dad to mourn the day with the feeling that life will never be the same. A role model should be a positive person and have nothing but good intentions Like a super hero and doesn’t want to harm anyone or do drugs also would lead by example those are true role models. No matter if they’re popular or not that role model will always be above celebrity status!

Danish printed advertisement

The poster shows 4 men in the forest having conversation and smiling, meanwhile everyone has a bottle in a hand.

The background shows the connection to wild nature: large green trees together with five fallow dears, a magpie, a fox and a pheasant. The men have been hunting, possibly, and decided to take a break. The idea is to illustrate a moment of relaxation and enjoyment of Carlsberg beer in a good company. The slogan “Vores ol brygget pa det bedste vi har” (Our beer. Brewed from the best we have) at the bottom, involves different product characteristics. The first part “Vores ol” awakes the awareness of Danes, because their traditional beer connects people in Denmark.

Per contra, the final part focuses on quality of a beverage, which worth to go hunting. The image and the content of a text box creates a unified whole. The advertisement illustrates the traditional myth of drinking beer since hunting is an old tradition and according to the text box “Only 11% of the Danish hunters are hunting to hunt” which implies social interaction with friends. And, therefore, the social belonging to that particular group is related to drinking beer.

Furthermore, Carlsberg beer can be seen as a reward for hard-working process, going beyond the beverage and highlighting old traditional values which express the hunting myth. In addition, a humor takes special place in this print. Relaxed hunters are surrounded by animals, walking nearby very close. It seems that animals are not afraid of intruders. The beer is no longer just a beer. It builds community and harmony between the people, and also between the animals. This is a signal of weak uncertainty avoidance in Denmark.

Carlsberg beer provides relaxing atmosphere and sense of peace as well as hygge (fun on Danish). Moreover, the poster represents the everyday culture, playing on the symbolic associations. Consequently, Carlsberg intends to tell a true story about the real product. Denmark is a very individualistic culture where independence is very important. Nevertheless, the Danish advertisement (the slogan “Vores ol”) contradicts individualism. Instead, the advertisement drives towards collectivism.

It turns out that Danes are double-standard people: they keep distance from other people, sitting alone in public transit while they pursue the sense of belonging, seeking community involvement. Ultimately, Denmark is categorized as a low-context culture. That means that additional information and reasoning is required. Although this poster does not provide explicit argumentation apart from slogan and little text box. In my opinion, information given is sufficient enough to deliver the message to Danish consumer.

British printed advertisement

UK version demonstrates 2 young men sitting on a terrace of a luxury house with a sea view and two beautiful young women in the background The woman standing next to swimming pool is showered by a cloud above. Next to her is another young woman, who is lying in the sun with a rainbow over her body. Aforesaid young men are both smiling and holding a bottle of beer. There is a snowing cloud between them, which keeps the beer on the table refrigerated. Perhaps, they talk to each other, sharing opinions and ideas about everything behind them, which is not realistic.

It can be assumed that the man on the left is telling about his fantasy (which is the actual background of a print). This flight of imagination is correlated with a text box “Carlsberg don’t do the weather, but if we did it would probably be the best weather in the world”. I will interpret it this way: Carlsberg is already producing the best beer in the world; if only Carlsberg made weather, it would also be the best in the world. The informal contradiction “don’t” is used to make the text ordinary, which links to the fact that Carlsberg beer is an everyday beer for any event, any time.

According to this ad, the best weather is summertime, beautiful ladies either taking shower of rain or sunbathing and cold Carlsberg beer with a snowing cloud above. This idealistic lifestyle reflects the fantasies and desires of younger audience, which is the actual target population. This unrealistic weather is not only a castle in the sky, a dream, but also a myth of success which implies luxury, nice weather and exclusive alcoholic beverages. Young men stylish clothes and beautiful beach house proves that link.

British small power distance is visible in this poster by the use of four independent young people who are able to make ideals in countries, where individualism is highly valued. Beer-drinking culture in is also manifested in this advertisement. In Great Britain beer is a social drink, it is not consumed alone, it should be shared in a company. Just like in Denmark, British are double-standard people: individualistic community seekers. Overstatement in slogan “Probably the best beer in the world is a sign of masculine cultures, it is often used.

The features of the product related to luxury and high status is another a signal of masculinity. On the other hand, slogan also has an understatement “probably” which represent feminine values. Weak uncertainty avoidance can be noticed in text box focused on what the product does rather than what it can. And again, if Carlsberg could modify the weather it would be just as good as their beer. Communication style is more high-context than low-context. This is caused by the indirect, implicit message the viewer have to understand (metaphor: snowing clouds performs the role of refrigerator).

Cultural Differences and Similarities

The above analysis of Carlsberg advertisements of Denmark and United Kingdom illustrates how dominant cultural values, believes and norms reflect the style and content of particular print. There are some characteristics in common while there are a few differences. In the first place, both advertisements involves myths. However, British one provides the myth of success, whereas Danish ad is linked to old Dane traditional values such as hunting and social interaction. Secondly, in both posters beer-drinking culture is related to social process and relaxing activity.

The Denmark version possess harmony, peace and community while British focal point is high quality and exclusive luxury. Thirdly, both Denmark and Great Britain advertisements are high-context despite the fact that both countries are classified as low-context. Text boxes are not that informative such as the image scenario. Although Danish ad is more symbolic meanwhile British one has more high-context communication. Last but not least, in both prints all characters are smiling, expressing the joy and satisfaction. This is a distinctive feature of strong uncertainty avoidance cultures.

On top of that, both countries are double-standard combining individualism with collectivism (as previously mentioned “individualistic community seekers”). Still, UK ad demonstrates more signs of highly individualistic values

Appendix A

Danish printed advertisement, 1999 Only 11% of the Danish hunters are hunting to hunt There is intelligence that can create intense peace as the taste of the original Carlsberg humble exclusively from flowers of the hemp plant Our beer. Brewed from the best we have

Appendix B

British printed advertisement, 2007

INTRODUCTION

This study aims to analyze the impact of radio advertisements on urban customer towards buying behavior in retail stores and attempts to determine the role of radio advertising on broadcasting of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on descriptive investigation.

ADVERTISEMENT

The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought. The non personal component means that advertising involves mass media (e. g. radio, magazines, newspapers etc. ). Advertising is non-personal as it is not directed to any single individual. Secondly, the sponsor i. e. the manufacturer or producer is identified as his name and address is always contained in an advertisement and he also bears all the cost involved in the process.

Thirdly, the producer can also promote an idea regarding quality, design, packing and pricing, etc. of any product or service. Thus, we can say, advertising consists of all activities involved in presenting a sponsored message regarding a product, service or an idea. RADIO – An electronic receiver that detects and demodulates and amplifies transmitted audio signals.

RADIO ADVERTISEMENTS

It is the presentation and promotion of ideas, goods and services through radio as advertising medium.

In radio there are short breaks during transmission of any programme which is filled by advertisements of products and services. Radio advertising is one of the tools of advertising which is effectively used for communication and positioning

BUYING BEHAVIOUR

Buying Behavior is the decision processes and acts of people involved in buying and using products. In other words it is the process by which individuals search for information about the product , select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. Radio is the most involving and powerful promotional medium.

Radio’s ability to create dynamic promotional concepts, to build anticipation and generate excitement, to magnetize the audience and the exhilaration radio delivers for both audience and advertisers is unparalleled. Radio has made a comeback in the lifestyles of Indians. Radio has the reputation of being the oldest and the cheapest medium of entertainment in India. The radio industry has been completely reshaped by the various private players that entered the sector after the government allowed foreign investment into the segment and opened the licenses to the private players .

The Indian government has already given 338 licenses for FM radio channels in 91 big and small towns and cities. The current size of the radio market in India is Rs 300 crores and is expected to achieve the highest growth rate of 32 per cent in coming years. The quality of the sound and the music has improved significantly with the emergence and use of satellite radio. The audience profile has also shifted to the high-income group. Local advertising, lower amount of money spent by the companies to advertise on radio is an added attractiveness for the players.

All India Radio (AIR) – the national service provider owned and operated by the Ministry of Information and Broadcasting under the Government of India – is the largest player in the industry. Radio is an ideal media for marketing fast moving consumer goods because it can reach wide targeted listener demographics in urban territory. A large number of people listen to radio while traveling in urban areas and respond to the broadcast of various commercial messages.

CONCEPTUAL FRAMEWORK

It is a logical development, described and elaborated network of association amongst variables that has been identified through interviews, observation and literature survey. Identification of key variable is very important in every research study. It can be defined as:- “A variable is anything that takes different values” Dependent Variables – In my project, our depending variable is “Buying Behavior of Customer”. Independent Variable – In my project, independent variables are “frequencies of radio advertisements on air and purchasing pattern”.

Intervening Variables – Willingness to buy. Extraneous Variables – “Sales tax” as sales tax has little effect on the buying behavior, so it can be ignored.

REVIEW OF LITERATURE

Bob Trowbridge Created on: October 27, 2009 In the research he examined that basic need which should be focused before spending money on any advertising campaign is to know your market. Who buys your product or uses your service? If you know the audience you need to reach, you are more than halfway to finding the proper radio advertising vehicle.

It’s not just the right radio station, but the right program. With some radio ads you can pay for a certain number of ads to run throughout the day (and night). Depending on the station, this can mean that your ad will be aired during music programming, talk radio, and or news segments. The ultimate feedback from your ads will be an increase in sales. But you don’t want to risk your advertising money without having a pretty good idea of the success of your ads before the sales show up. Donald pennington Created on: August 30,2007 People are good listeners always.

That’s the reason that business promotion strategies via radio advertisement are globally accepting. With a well-timed ad, following immediately after a popular song, there’s the psychological advantage of the consumer hearing a message while still in an “upbeat mood” from the previous song or maybe a funny joke from the DJ. So, most businesses placing an advertisement on the airwaves take the time to have anything from a special offer just for that campaign, or maybe a toll-free number in place for listeners to respond to in place before the ad campaign is even created Pornpitakpan and Tan, 2000

Radio advertisements on sales promotions at retail stores are largely created with humor to add emotional value. Listeners perceive humor and develop attitude towards communication and the brand. The purchase intentions are higher for humorous advertisements containing moderate incongruity than those conveying message directly different levels of emotions such as warmth, love, longing and desire, happiness and amusement were elicited by different commercials of retail stores. The most memorable advertisements among radio listeners have been those that evoked the most positive feelings and were the best understood.

However, need to acquire product significantly affect a person’s interpretation and emotional experience of a commercial Radio advertisements drive consumers to remember messages differently in reference to the favorite jingle, program or music. Such beliefs of listeners help advertisement to stay atop of the mind and consumers unconsciously associate with it as a personally relevant information and have an enduring impact on their emotions. Short cycle radio advertising is developed to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement.

How to measure the impact of radio advertising campaigns Created on: June 02, 2007 Studies have shown that people are more receptive to what they hear, as opposed to what they see. In other words, radio advertising is often more effective than TV. Advertising TV ads are often seen as a distraction and a nuisance that always seems to appear at the worst possible time when you are watching your favorite show. However, it’s been found that people find radio ads more acceptable because they are listening to the radio station they enjoy, and the feeling often carries on into the ads they hear.

There are several ways to tell what impact your radio ad campaign is having. Fist of all, stations have a ranking system (through polls) that will rate the effectiveness of your campaign. Also, an increase in sales that corresponds with your campaign will also serve as an indicator

RATIONALE OF THE STUDY

The interest paid by the past researchers on the functions of radio advertising is considered as one reason of the study. As we know that advertisers ; marketers are more concerned to know what are the customer motive ; their purchasing pattern in order to use different trategies to influence customer behavior ; when we get our findings than we will give very fruitful suggestions to the marketing department of the organizations that we can increase their sale amongst the customers.

RESEARCH METHODOLOGY

Objectives :- The study aim to see the effect of advertisement on consumer behavior by perusing the following objectives:- * To study the impact of radio advertisement on the buying behavior of customer.  To find out the receptivity of the advertisement due to appeal use in it. Research design:- Descriptive

Here in my research process, my purpose is to evaluate that what affects the customer buying behavior, which are the factors which influence the buying behavior, how radio advertisements affect the buying behavior of customer. So I can say that I am explaining an existing situation so our purpose of study is descriptive. Hypothesis :- H1 – Radio advertisements drive positive effect on listeners towards determining store choice and buying probabilities. H0 – Radio advertisements do not drive positive effect on listeners towards determining store choice and buying probabilities.

Sample Plan :- The data will be gathered from 50 individuals (sample size is 50). Each individual is chosen randomly and entirely by chance, such that each individual has the same probability of being chosen at any stage during the sampling process. Tools of data collection :- Primary data Structured questionnaire – For this study a self-explanatory questionnaire consisting of 15 fixed item responses was adopted along with the instructions. Questionnaire items contained informative queries about advertised brand and its consumption process. Secondary data

Articles , research papers, browsing internet Tools of data analysis : After gathering the data, frequency, percentage and the mean will be used to analyze the collected data.

LIMITATION OF THE STUDY

Errors -Respondents’ Error – the bias of the respondents sometimes leads to wrong results. Also unwillingness to answer certain questions also bring in errors in the conclusion -Researchers’ Error ; Interviewer’s Error – sometimes the question can’t be properly put forward to the respondent by the interviewer and also he may be bias in a few cases.

BIBLIOGRAPHY

• Research Methodology – C. R. Kothari, second edition, Wishwa prakashan.
• Principles of Advertising – Monle Lee ; Carla Johnson, Viva books pvt. Ltd.
•  Effectivity of Radio Advertisement- Liezel Campbell. WEBLIOGRAPHY
•  http://www. helium. com/items/566995-how-to-measure-the-impact-of-radio-advertising-campaigns(Retrieved on 14. 03. 12).
• http://sibresearch. org/uploads/2/7/9/9/2799227/rajagopal_wp-04-2010( Retrieved on 13. 03. 12)
• http://www. emeraldinsight. com/journals. htm? issn=0959-0552;volume=39;issue=7;articleid=1931055;show=html(Retrieved n 14. 03. 12).