INTRODUCTION

INTRODUCTION

INTRODUCTION

Marketing is the science of meeting the needs of a customer by providing valuable products to
customers by utilizing the expertise of the organization, at same time, to achieve organizational
goals.

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.

With this definition, it is important to realize that the customer can be an individual user, a company,
or several people who contribute to the purchasing decision. The product can be a hard good, a
service, or even an idea – anything that would provide some value to the person who provides an
exchange. An exchange is most often thought of as money, but could also be a donation of time or
effort, or even a specific action. A producer is often a company, but could be an individual or non-
profit organization.

Classical marketing is often described in terms of the four “P’s, which are:

• Product – what goods or services are offered to customers

• Promotion – how the producer communicates the value of its products
• Price – the value of the exchange between the customer and producer
• Placement – how the product is delivered to the customer.

A complete analysis of these categories is often called the Marketing Mix. More detail on these
categories can be found in the later entry on the Marketing Plan.

Marketing has both inbound and outbound activities. Inbound activities largely center on discovering
the needs and wants of the potential customers. The collective group of all potential customers is
called a market. Categorizing these needs into groups is called segmentation. Organizing markets
into segments allows a producer to more logically decide how to best provide value to that group of
potential customers. The analysis of market segment needs; analysis of existing sales and
profitability; the descriptions, design and introduction of new products; and the analysis of
competitor offerings are also inbound activities that are important but not often seen by the public.
Outbound activities include all aspects of informing the market that a product is available, delivering
that product, and encouraging the purchase decision. These activities include advertising, promotion,
supply chain, sales support, product training, and customer support.

To the public, the most common interaction with marketing is where it touches the discipline of sales
in the form of advertising. This interaction leads to a common misconception that marketing is only
this aspect of promotion. Instead, it is useful in understanding that:

Marketing is a data driven science.

The good marketer will develop the data necessary to define the customer’s needs, develop a good
product based on the available resources, deliver the product in an effective manner to the consumer
at a price that reflects the customer value and the profit desired by the producer.

Major objectives of marketing are as follows:

1. Creation of Demand 2. Customer Satisfaction 3. Market Share 4. Generation of Profits 5. Creation

of Goodwill and Public Image.

The basic purpose of marketing management is to achieve the objectives of the business. A business
aims at earning reasonable profits by satisfying the needs of customer

1. Creation of Demand:

The marketing management’s first objective is to create demand through various means. A conscious
attempt is made to find out the preferences and tastes of the consumers. Goods and services are
produced to satisfy the needs of the customers. Demand is also created by informing the customers
the utility of various goods and services.

2. Customer Satisfaction:

The marketing manager must study the demands of customers before offering them any goods or
services. Selling the goods or services is not that important as the satisfaction of the customers’
needs. Modern marketing is customer- oriented. It begins and ends with the customer.
3. Market Share:

Every business aims at increasing its market share, i.e., the ratio of its sales to the total sales in the
economy. For instance, both Pepsi and Coke compete with each other to increase their market share.
For this, they have adopted innovative advertising, innovative packaging, sales promotion activities,
etc.

4. Generation of Profits:

The marketing department is the only department which generates revenue for the business.
Sufficient profits must be earned as a result of sale of want-satisfying products. If the firm is not
earning profits, it will not be able to survive in the market. Moreover, profits are also needed for the
growth and diversification of the firm.

5. Creation of Goodwill and Public Image:

To build up the public image of a firm over a period is another objective of marketing. The marketing
department provides quality products to customers at reasonable prices and thus creates its impact
on the customers.

The marketing manager attempts to raise the goodwill of the business by initiating image- building
activities such a sales promotion, publicity and advertisement, high quality, reasonable price,
convenient distribution outlets, etc

Marketing process:

Marketing process includes ways in which value can be created for the customers to satisfy their
requirements. It is an endless series of actions and reactions between the customers and the
companies making attempt to create value for and satisfy the needs of customers.

In marketing process, the situation is examined to identify opportunities, the strategy is formulated
for a value proposition, tactical decisions are taken, plan is executed, and results are monitored.

The following four steps are involved in the marketing process −

Situation Analysis

Analysis of the situation in which the company finds itself serves as the basis for identifying chances
to satisfy unfulfilled customer needs.

Situational and environmental analysis is done to identify the marketing options, to understand the
company’s own capabilities and to understand the surroundings in which the company is operating

Marketing Strategy

After identifying the marketing options available, a strategic plan is developed to pursue the
identified options. An analysis is done and the best available option is chosen; a plan or strategy is
made for that option.

Marketing Mix Decisions

At this step, elaborated tactical decisions are made for the controllable parameters of the marketing
mix. It includes decisions related to product development, product pricing, product distribution and
product promotion.

Implementation and Control

Finally, the marketing plan is executed and the outputs of marketing efforts are monitored to adjust
the marketing mix according to the market changes.

This being the final step, it transforms the written or planned strategy into action and the product is
presented according to this process.

Major Functions of Marketing Management:

We need to understand the major functions of marketing management in order to understand and
groom our organization. The following are some of the major functions of marketing management

• Selling
 • Buying and Assembling

• Transportation

• Storage

• Standardization and Grading

• Financing

• Risk Taking

• Market Information

The marketing process performs certain activities as the products and services move from the
producer to consumer. All these activities or jobs are not performed by every company.

Nonetheless, it is recommended that they be carried out by any company that wants its marketing
systems to function successfully.
Selling
Selling is the crux of marketing. It involves convincing the prospective buyers to actually complete
the purchase of an article. It includes transfer of ownership of products to the buyer.

Selling plays a very vital part in realizing the ultimate aim of earning profit. Selling is groomed by
means of personal selling, advertising, publicity and sales promotion. Effectiveness and efficiency
in selling determines the volume of the firm’s profits and profitability.

Buying and Assembling

It deals with what to buy, of what quality, how much from whom, when and at what price. People
in business purchase to increase sales or to decrease costs. Purchasing agents are much tempted by
quality, service and price. The products that the retailers buy for resale are selected as per the
requirements and preferences of their customers.

Assembling means buying necessary component parts and to fit them together to make a product.
‘Assembly line’ marks a production line made up of purely assembly functions. The assembly
operation includes the arrival of individual component parts at the work place and issuing of these
parts for assembling.

Assembly line is an arrangement of employees and machines in which each individual has a
particular job and the work is passed directly from one employee to the next until the product is
complete.

Transportation

Transportation is the physical means through which products are moved from the places where they
are produced to those places where they are needed for consumption. It creates locational utility.

Transportation is very important from the procurement of raw material to the delivery of finished
products to the customer’s places. Transportation depends mainly on railroads, trucks, waterways,
pipelines and airways.
Storage

It includes holding of products in proper, i.e., usable or saleable, condition from the time they are
produced until they are required by customers in case of finished products or by the production
department in case of raw materials and stores.

Storing protects the products from deterioration and helps in carrying over surplus for future
consumption or usage in production.

Standardization and Grading

Standardization means setting up of certain standards or specifications for products based on the
intrinsic physical qualities of any item. This may include quantity like weight and size or quality
like color, shape, appearance, material, taste, sweetness etc. A standard gives rise to uniformity of
products.

Grading means classification of standardized items into certain well defined classes or groups. It
includes the division of products into classes made of units possessing similar features of size and
quality.

INTRODUCTION OF ADVERTISING

Advertising is an art not a science. Effectiveness of which cannot be measured with a

mathematical or empirical formula some advertisers argue that advertising efforts go to waste, but
every advertiser is keenly interested in measuring or in evaluation of advertising effectiveness.
Testing for the effectiveness of advertisement will lead advertisement testing must be done either
before or after the advertisement has done in the media. It is of two types, protesting which are
done before the advertisement has been launched and one is referred to as cost testing which is
done before the advertisement has been launched and one is referred to as cost testing which is
done after launching the advertising campaign. The basic purpose of advertising effectiveness is
to avoid costly mistakes, to predict the relative
 Strength of alternative strength of alternative advertising strategies and to increase their
efficiency. In measurement of advertisement effectiveness feedback is always useful even if it
costs some extra expenditure to the advertiser.

The objectives of all business are to makes profits and a merchandising concern can do that
by increasing its sales at remunerative prices. This is possible, if the product is widely polished to
be audience the final consumers, channel members and industrial users and through convincing
arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a
general term indicating efforts at mass appeal. As personal stimulation of demand for a product
service or business unit by planting commercially significant news about it in a published medium
or obtaining favorable presentation of it upon video television or stage that is not paid for by the
sponsor.

On the other hand, advertising denotes a specific attempt to popularize a specific product or
service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the
sponsor and involves certain cost and hence is paid for. It is a common form of nonpersonal
communication about an organization and or its products idea service etc. that is transmitted to a
target audience through a mass medium. In common parlance the term publicity and advertising
are used synonymously.

What is advertising?

The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which means to turn to. The
dictionary meaning of the word is ‘to announce publicity or to give public concerned to a specific
thing which has been announced by the advertiser publicity in order to inform and influence them
with

Reread them or pass them on to other. Some magazines have prestige value. The marketer can
cover national or large regional markets at a low cost per contract (per individual reached).
Magazines generally offer high-quality printing of advertisement.
Simply stated advertising is the art "says green." Advertising is a general term for and all forms of
publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts
device. The object always is to bring to public notice some articles or service, to create a demand
to stimulate buying and in general to bring together the man with something to sell and the man
who has means or desires to buy".

Advertising has been defined by different experts. Some of the quoted definitions are:

According to American Marketing Association “Advertising is any paid form of nonpersonal paid
of presentation of ideas goods or services by an identified sponsor”.

Indian marketing association has defined advertising as “any paid form of nonpersonal
presentation and promotion of ideas, goods or services by an identified sponsor”. The medium
used are print broadcast and direct.

Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a
non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This
message called an advertisement is disseminated through one or more media and is paid for by the
identified sponsor.

Advertisement carries:

In business world the terms in mainly used with reference to selling the product of the concern.
The advertising, as Jones defines it is "a sort of machine made mass production method of selling
which supplements the voice and personality of the individual salesman, such as manufacturing
the machine supplements the hands of the craftsman." It is thus a process of
buying/sponsor/identified media space or time in order to promote a product or an idea. From a
careful scrutiny of the above definition, the following points emerge:
Advertising is a paid form and hence commercial in nature. This any sponsored communication
designed to influence buyer behavior advertising. Advertising is non-personal. Unlike personal
selling, advertising is done in a non- personal manner through intermediaries or media whatever
the form of advertisement (Spoken, written or visual). It is directed at a mass audience and not
directed at the individual as in personal selling. Advertising promotes idea, goods and services.
Although most advertising is designed to help sell goods, it is being used increasingly to further
public interest goals. Advertising is identifiable with its sponsoring authority and advertiser. It
discloses or identifies the source of opinions and ideas. Advertising thus is: 1. Impersonal 2.A
communication of ideas. 3. Aimed at mass audience 4.By a paying sponsor. The two forms of
mass communication that are something confused with advertising or publicity and propaganda.
If we eliminate the elements of the "paying sponsor" (The paid requirement) we would have the
element of publicity left: For publicity is technically speaking, advertisement without payment. In
a similar manner. If we eliminate the requirement of an "identified sponsor", the resulting
communication is propagandistic. It is important for us to emphasize that advertising may involve
the communication of ideas or goods of service. We are all aware that advertising attempts to sell
goods and services. But we may overlook the more important fact that it often sells ideas.
OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY

• To know the effectiveness of advertising towards Weeding Photography.
• To understand the most effective media for advertisement for Weeding Photography.
• To find out the reasons for liking the advertisement of Weeding Photography.
• To know the most effective media of advertisement.
• To find out the most popular slogan of advertisement regarding Weeding Photography.
SCOPE OF THE STUDY

SCOPE OF THE STUDY

1. The study will attempt to find out the advantages level of products.
2. The study can help to find out whether the advertisement is reached the target audience.
3. The advertiser can identify the gap of improvement themselves.
4. The study can find out whether the advertisement was educating the customer in right
way or not.

.
LIMITATIONS OF THE SUDY

LIMITATIONS OF THE SUDY

1. The project relied mainly on the primary data.
2. Consumer gives very unclear picture.
3. The study is based on limited sample.
4. It begin my first attempt to undertake such a study, thus the inexperience is also an
obstacle to accomplish the project in a proper way.
5. The main limitation was time. There was problem to contacting the businessmen
and servicemen due to shortage of time with them.
6. The data is collected from the consumer is qualitative in nature. i.e. views, opinions
and perceptions. These factors may be changed from time to time.
REVIEW OF LITETRATURE

REVIEW OF LITETRATURE
According to Wheeler, “Advertising is any form of paid non-personal presentation of ideas, goods
or services for the purpose of inducing people to buy”.

According to William J. Stanton, “Advertising consists of all the activities involved in presenting
to a group a non-personal, oral or visual openly sponsored message regarding a product service or
idea. This message is called on advertisement is disseminated through one or more media and is
paid for by an identified sponsor”

Basic Features of Advertising:

On the basis of various definitions it has certain basic features such as:

1. It is a mass non-personal communication.

2. It is a matter of record.
3. It persuades buyers to purchase the goods advertised.
4. It is a mass rapid communication.
5. The communication media is diverse such as print (newspapers and magazines)
6. It is also called printed salesmanship because information is spread by means of the
written and printed work and pictures so that people may be induced to act upon it.

Functions of Advertising:

For many firms advertising is the dominant element of the promotional mix
– particulars for those manufacturers who produce convenience goods such as detergent, non –
prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used
extensively by masters of automobiles, home appliances, etc, to introduce new product and new
product features its uses its attributes, pt availability etc.

Advertising can also help to convince potential buyers that a firm’s product or service is
superior to competitor’s product in make in quality, in price etc. it can create brand image and
reduce the likelihood of brand switching even when competitors lower their prices or offer some
attractive incentives.

Advertising is particularly effective in certain other spheres too such as:

i) When consumer awareness of products or service is at a minimum.

ii) When sales are increasing for all terms in an industry.
iii) When a product is new and incorporates technological advance not strong and.
iv) When primary buying motive exists.

It performance the following functions:

i) Promotion of sales
ii) Introduction of new product awareness.
iii) Mass production facilitation
iv) Carry out research
v) Education of people

TYPES OF ADVERTISING:

Broadly speaking, advertising may be classified into two categories viz., product and
institutional advertising.
a) Product Advertising:

The main purpose of such advertising is to inform and stimulate the market about the
advertiser’s products or services and to sell these. This type of advertising usually promotes
specific, trended products in such a manner as to make the brands seem more desirable. It is used
by business government organization and private non-business organizations to promote the uses
features, images and benefits of their services and products. Product advertising is subdivided
into direct action and indirect action advertising, Direct action product advertising wages the buyer
to take action at once, ice he seeks a quick response to the advertisement which may be to order
the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in response
to prince reduction during clearance sale.

Product advertising is subdivided into direct & indirect action advertising & product
advertising aims at informing persons about what a products is what it does, how it is used and
where it can be purchased. On the other hand selective advertising is made to meet the selective
demand for a particular brand or type is product.

b) Institutional Advertising:

It is designed to create a proper attitude towards the sellers to build company image or
goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind and
to implant feeling favorable to the advertisers company. Its assignment is to make friends for the
institution or organization.

It is sub-divided into three categories: patronage, public, relations and public service
institutional advertising.

i) In patronage institutional advertising the manufacturer tells his prospects and customer
about himself his policies and lives personnel. The appeals to the patronage motivation of
buyers. If successful, he convinces buyers that his operation entitles him to the money spent
by them.
ii) Public relations institutional advertising is used to create a favourable image of the firm
among employees, stockholders or the general public.
iii) Public service institutional advertising jobs public support

WHY & WHEN TO ADVERTISE:

Advertising as a tool to marketing not only reaches those who buy, but also those whose
opinions or authority is counted for example a manufacturer of marble tiles and building boards
advertises not only to people who intend to build houses but also to architect and engineers. While
the manufacturers of pharmaceuticals products advertise to doctors as well as to the general public.
At time it is necessary for a manufacturer or a concern to advertise things which it does not sell
but which when sold stimulates the sales of its own product. There are concerns like electric
heaters, iron etc. because the use of these increases the demand for their products.

Advertising should be used only when it promises to bring good result more economically
and efficiently as compared to other means of selling. There are goods for which much time and
efforts are required in creating a demand by sending salesman to prospective buyers than by simply
advertising them. In the early days of the cash register in India it was sold by specially trained
salesman who called on the prospective users and had the difficult task of convincing them that
they could no longer carry on with the old methods, and that they urgently needed a cash register.
In our country certain publishers have found it less costly to sell their books by sending salesman
from house to house among prospective buyers than to advertise them. In these two examples the
cost of creating demand would be too high if attempted by advertising alone under such
circumstances advertising is used to make the salesman acceptable to the people they call upon to
increase the confidence of the public in the house. Naturals when there are good profits competitors
will be attracted and they should be kicked out as and when sufficient capital is available by
advertising on a large scale. Immediate result may not justify the increased expenditure but it will
no doubt secure future sales.

Sales-Effect:

Communication-effect advertising research helps advertisers assess advertising’s communication

effects but reveals little about its sales impact. What sales a regenerated by an advertisement that
increases brand awareness by 20% and brand preference by 10%? Advertising’s sales effect is
generally harder to measure than its communication effect. Sales are influenced by many factors
besides advertising, such as the product’s features, price, availability and competitors' actions. The
fewer or more controllable these other factors are, the easier it is to measure advertising's effect on
sales. The sales impact is easiest to measure in direct-marketing's effect on sales. The sales impact
is easiest it is to measure in direct-marketing situations and hardest measure in brand or corporate-
image-building advertising.

PROGRESS TESTS

These assess the various stages of buyer awareness, preference, buying intention and the actual
purchase in relation to advertising Effort. They are called sales effect tests.

Measuring Sales Response to Advertising:

Though increase in sales in the true measure of advertising effectiveness, in reality it’s difficult to
measure the increase that is due to a particular advertisement. It is rather difficult to correlate the
response in sales with the advertising programme. However, a few methods have been discarded
in the following paragraphs which are generally used to measure the sales response to advertising.

Sales Results Tests:

The additional sales generated by the advertisements are recorded, taking several routes. Past Sales
before the advertisement and sales after the advertisement are noted. The difference is attributed
toad impact. Controlled Experiment: In experimental market, any one element of marketing mix
is changed.

It is compared with the sales of another similar market. The element's presence observance is a
reason for difference in sales. Instead of two markets, the experiment can be carried on the two
groups of consumers. The inventory audit is dealers’ inventory before and after the ad is run.

Attitude Tests:
This is an indirect measurement of the post-testing effects of advertisements on attitudes towards
the advertised product or brands. The change in attitude as a result of advertising is assessed. The
assumption is that favourable attitude towards the product may lead to purchases. Most
advertisements are designed to either reinforce or change existing attitudes. An attitude is a
favourable or unfavourable feeling about a product.

Selecting the Media:

Media selection is an important since it costs time space and money various factors influence
this selection, the most fundamental being the nature of the target market segment, the type of the
product and the cost involved. The distinctive characteristics of various media are also important.
Therefore management should focus its attention on media compatibility with advertising
objectives.

INDOOR OUTDOOR DIRECT DISPLAY

1.Press 1. Poster 1. Envelop & 1. Displays

Postcards
(a) Newspapers 2. Painted displays (a) Window
(b) Magazines 2. Booklet
3.Traveling Displays (b) Counter
1. Radio 3. Catalogs
4. Neon signs 2. Showroom
2. T.V.
4.Sales letters
3. Cinema
5. Electric signs 3. Exhibitions
4. Video
5. Samples
4. Trade fairs

Modern Advertising Techniques:

Include seven that you should consider:

1. Email Advertising
 2. Video Advertising
3. Audio Advertising
4. Search Advertising
5. Onsite Advertising
6. Mobile Phone Advertising

I recently completed a series of posts on these modern advertising techniques. The posts provide
additional information on each technique so I’ve linked to them when relevant.

1. E-mail Advertising:

Email advertising tops this list of modern advertising techniques because it tops the lists of new
and growing advertising expenditures. From small Internet marketers to large offline and online
stores, email advertising is vital to modern advertising and marketing campaigns.

2. Video Advertising:

Video Advertising can be done on and off line. Many local cable channels offer video ads and
infomercials on a search basis for viewers. So your ad is only seen by people interested in what
you sell. Video marketing is also big on the Internet. Most online videos are more promotion than
advertising, but they play an important role in online success.

3. Audio Advertising:

Audio advertising, whether across the Internet or the airwaves enables you to target a narrow
market and to deliver relevant and timely messages that encourage an immediate response.
Although second to video online, offline audio advertising (radio advertising) provides all
the benefits of online audio advertising. And if you advertise on highly targeted stations and
shows, it isn’t that expensive.

4. Search Advertising:

Search advertising, like Google’s Ad words, can provide much traffic for an online business, but
it can also cost far more than it returns in sales. To use search advertising effectively, you need to
constantly test your ads. Then rewrite and redesign them from your test results. There’s both skill
and science to search advertising. So before you jump in, read some e books and study the search
engine’s documents about their pay per click programs.

5. Onsite Advertising:

Onsite advertising can be considerably less expensive than search advertising. Generally a
click from an ad on site costs less than the same click from a search. With Google’s new Ad
Planner, it will be easy to target a market with ads across the Internet. You can even pick the sites
that you want to carry your ads and deny ones that you don’t.

6. Mobile Phone Advertising:

Mobile phone advertising is projected to grow from just under 500 million in 2006 to a almost
5 billion by 2011.And why not. It’s interactive, unobtrusive, and immediate. Most people have
their mobile phones with them all the time. So they can react instantly to banner phone ads
that catch their attention.
 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Generally research is considered as an endeavour to arrive at the answer to intellectual and

practical problem through the application of scientific methods to the knowledge universe. It
is movement from known to unknown. Research is essentially a logical and an organized
enquiry seeking facts through objective verifiable methods in order to discover the relation
among them and to refer from the board principles or laws. It is really a method of critical
thinking.

Research may be defined as a systematic and objective analysis and recording of controlled
observations that may lead to the development of generalization of principles or theories
resulting in predicting and possibly ultimate control of events.

Methodology is often used in a narrow sense to refer to methods, technology or tools employed
for the collection data as well as it’s processing. This is also used sometimes to designate data
collection to arrive at the conclusion. Infects, it describes that what should have been done. It
provides answers to some of the major questions while search like what must be done, how it
will be employed, how sources of data will be analysed to arrive at the conclusion. For
systematic research scientific approach is necessary. It is therefore essential to follow
systematic methodology to arrive at a proper conclusion.

The procedures involved in the concept of research methodology are:-

1) Selection of subject.

2) Selection of project title.

3) Selection of time period.

4) Collection of data.

5) Reliability of data.

6) Analysis of data.

7) Reporting.

➢ METHODOLOGY OF ANALYSIS:-

Data which has been collected through various sources has to proceed and analysed the
accepted relevant scientific method are used for analysed processing is done by different
graphs, which clearly show the finding and half us to understand thing is more better way
 different table and comparative chart also used for analysed and the most important ways
was case study and illustration.

1. ANALYSIS: The data collected has to process and analysis is done in accordance with the
acceptable relevant scientific method processing of the data covers editing loading
classification.

2. EDITING: Editing is a routine task it is process of examining collected data especially in

survey to detest and animate error editing endures completeness accuracy and uniformity.

3. CODING: It is process of assign numerical or other symbol to symbol to answer so that

response can be part in a limited number of categories.

4. CLASSIFICATION: The large volume of data collected for a search study has to be
reduced in homogenous gropes for getting a meaningful relationship. This is known as
classification of data. It condense data in such way that similarities and dissimilarities can
easily be apprehended, so as to facilities comparison. Classification of data collected can
be categorized as by geographical grouping chronological grouping qualitative and
quantitative groupings.

5. TABULATION: It is a process of summarizing row data and displaying the same in

concept from for further analysis. The tabulation can be simplified in rows and columns;
it conserves space and minimizes exploratory and descriptive statements. Tabulation
facilities the process of comparison. It assists in various statistical computations. It
simplifies complex data, and gives identify to data and reveals pattern.

6. GRAPHIC PRESENTATION: Graphic presentation of statistical data gives a pictorial

effect. It enables one to present data in simple, clear and effective manner. It shows what
is happening and what is likely to take place just as quickly as the age is capable of
working. A graph is a visual form of presentation. It provides an attractive and impressive
view. It also provides easy comparison of two or more phenomena.

DATA COLLECTION
 Collection of data refers to purposive gathering of information relevant to the subject
matter under study and the methods used depend mainly on the nature, purpose and scope
of the enquiry to be undertaken, as well as on the availability of resources and time.

The data collection can be grouped under two types:-

• Primary data

• Secondary data

➢ PRIMARY DATA:- Primary data are those which are collected for the first time. They
are original in character. They are collected by the researcher for the first time for her own
use.

The source of primary data includes:

1. Direct personal investigation

2. Interview

1. DIRECT PERSONAL INVESTIGATION- This implies the situation where the

researcher goes into the field of study in person for the collection of required data. Also,
the investigation of this nature is normally confined to a single locality and the information
gathered is capital in nature.

2. INTERVIEW METHOD- Every interview has got its own balance of revaluation and
has withheld information, an interview can be effective informal verbal and non-verbal
conversation initiated for the specific purpose focus on a certain planned contained areas.
➢ SECONDARY DATA- Secondary data are those which have already been collected by
others. When it is not possible to collect data in primary form, the researcher may take the
help of secondary data. They are thus which have already been collected for serving the
objectives other then what the researcher might have in his mind.
 The sources of secondary data includes:-

1) Books

2) Websites

3) Journals

1. BOOKS:

A book is a collection of paper or other material with text, pictures, or both written on
them, bound together along one edge, usually with covers. In library and information
science, a book is calling a monograph to distinguish it from serial periodicals such as
magazines journals or newspapers.

2. WEBSITE:

A website may be the work of an individual, a business or other organization and is

typically dedicated to some particular topic or purpose. Any website can content s
hyperlink to any other website, so the distinction between individual sites, as perceived by
the user, may sometimes to blur.

3. JOURNALS:

A journal may publication issued at stated intervals, such as magazines or the record of the
transactions of a society, are often called journals. In academic use, a journals refers to a
serious, scholarly publication, most often peer-reviewed. The purpose of a journal is to
provide a place for the introduction a scrutiny of new research and often a forum for the
critique of existing research.
DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS & INTERPRETATION

Q.No.1) Do you see the advertisements?

 Particulars No. of respondents Percentage
Yes 90 90%
No 10 10%

10

Yes
No

90

Inference:

Above chart reveals that 100% of the respondents see the advertisements.

Q.No.2) Do you think advertisement of Weeding Photography is required?

Particulars No. of respondents Percentage

Yes 96 96%
No 4 4%
 Total 100 100%

Yes
No

96

Inference:

Above chart reveals that among 100 respondents 96% of the respondents’ view that
advertisement of Weeding Photography is required while 4% of the respondents view that
advertisement of Weeding Photography is not required

Q.No.3) Have you seen the advertisements of Weeding Photography?

Particulars No. of respondents Percentage

Yes 90 90%
No 10 10
 Total 100 100%

10

Yes
No

90

Inference:
Above chart reveals that all respondents are see advertisements of Weeding Photography.

Q.No.4) through which media you have seen it?

Sources No. of respondents Percentage

T.V. 92 92%
News papers 4 4%
 Magazines 2 2%
Others 2 2%
Total 100 100%

4 22

TV
Newspaper
Magazines
Other

92

Inference:

Above table reveals that 92% of the respondents are of opinion that they have seen the
advertisements on T.V. while 4% are of the opinion that they have seen the advertisements through
newspapers.

Q.No.5) Do you like the advertisements of Weeding Photography?

Particulars No. of respondents Percentage

Yes 94 94%
 No 6 6%
Total 100 100%

Yes
No

94

Inference:

Above table reveals that among 100 respondents 94% of respondents like the
advertisements of Weeding Photography while 6% of respondents don’t like the advertisements of
Weeding Photography.

Q.No.6) why do you like the advertisements of Weeding Photography?

Particulars No. of respondents Percentage

 Because they have famous 14 14%
personalities
Because of good music 14 14%
Theme and making is 60 60%
appealable
Any other reason 12 12%
Total 100 100%

12 14
Because they have
famous personalities
14 Because of good music

Theme and making is

appealable
Any other reason

60

Inference:

Above chart reveals that among 100 respondents 60% of the respondents’ like the
advertisements due to theme.

Q.No.7) could you recall any advertisement of Weeding Photography?

Particulars No. of respondents Percentage

 Yes 88 88%
No 12 12%
Total 100 100%

12

Yes
No

88

Inference:

Above chart reveals that Among 100 respondents 88% of respondents recall the
advertisement of Weeding Photography and 12% of respondents didn’t recall any advertisement
of Weeding Photography.

Q.No.8) Do you think advertising is necessary for sale of Photography?

Particulars No. of respondents Percentage

 Necessary 28 28%

Very necessary 60 60%

Not necessary 8 8%

Can’t say 4 4%

Total 100 100%

4
8
28

Necessary
Very Necessary
Not Necessary
Can't Say

60

Inference:

Above chart reveals that among 100 respondents 60% of respondents are view that
advertising is very necessary for sale of Photography while 28% of respondents are view that
advertising is necessary for sale of Photography.
Q.No.9) which media is presenting the advertisement is necessary for sale of
Weeding Photography?

Particulars No. of respondents Percentage

T.V. 60 60%
Newspapers 18 18%
Magazines 12 12%
Others 10 10%
Total 100 100%

10

12
TV
Newspaper
Magazines
18 60 Other

Inference:

Above chart reveals that among 100 respondents 60% of the respondents’ view that T.V.
is presenting the advertisement is necessary for sale of Weeding Photography while 18% said that
Newspapers, 12% said that Magazines and 10% said that others.
Q.No.10) did the advertisements of Weeding Photography create awareness
about brands and make to consume product?

Particulars No. of respondents Percentage

Yes 84 84%
No 16 16%
Total 100 100%

16

Yes
No

84

Inference:

Above chart reveals that among 100 respondents 84% of the respondents agreed that
advertisement of Weeding Photography create awareness about brands and make to consume
product.
Q.No.11) did advertisement give affect on your consumption of Photography?

Particulars No. of respondents Percentage

Yes 73 73%
No 27 27%
Total 100 100%

27

Yes
No

73

Inference:

Above chart reveals that among 100 respondents 73% of the respondents’ view that
advertising gives effect on their consumption of Photography while 27% of the respondents view
that advertising didn’t give affect on their consumption of Photography.
 Q.No. 12) how frequently you take Photography?

Particulars No. of respondents Percentage

Once in a day 40 40%
Twice in a day 4 4%
More than twice 2 2%
Not regular 54 54%
Total 100 100%

40 Once in a day
Twice in a day
More than Twice
54
Not regular

4
2

Inference:

Above chart reveals that among 100 respondents 40% of the respondents Photography it
once in a day, 4% twice in a day, 2% more than twice and 54% Photography it not regularly.
Q.No.13) Did the Famous personalities and slogans are necessary for the
advertisements of Weeding Photography?

Particulars No. of respondents Percentage

Yes 79 79%
No 15 15%
Can’t say 6 6%
Total 100 100%

15

Yes
No

79

Inference:

Above chart reveals that among 100 respondents 79% of respondents’ views that famous
personalities and slogans are necessary for the advertisements of Weeding Photography while 15%
views that no, and 6% of the respondents view that can’t say.
Q.No.14) did the famous personalities affect your brand choice?

Particulars No. of respondents Percentage

Yes 83 83%
No 17 17%
Can’t say 3 3%
Total 100 100%

3
17

Yes
No

83

Inference:

Above chart reveals that among 100 respondents 83% of the respondents said that famous
personalities affect their brand choice while 17 said no and 3% of the respondents said can’t say.
Q.No.15) do you agree that an advertisement of Weeding Photography
reminds you brand name while purchasing
Particulars No. of respondents Percentage
Yes 82 82%
No 13% 13%
Can’t say 5 5%
Total 100 100%

5
13

Yes
No

82

Inference:

Above chart reveals that among 100 respondents 82% of the respondents’ view that
advertisement reminds them brand name while purchasing. While 13% of the respondents’ view
that advertising don’t reminds them brand name while purchasing.
Q.No.16) do you agree that advertisements of Weeding Photography helps you
to make better selection?

Particulars No. of respondents Percentage

Yes 88 88%
No 10 10%
Can’t say 2 2%
Total 100 100%

2
10

Yes
No

88

Inference:

Above chart reveals that among 100 respondents 88% of the respondents said that
advertisement of Weeding Photography helps them to make better selection while 10% of the
respondents don’t agreed that advertisement of Weeding Photography helps them to make better
selection.
 Q.No.17) do you satisfied with the performance/quality of product
which is seen by advertisements PepsiCo of Photography?

Particulars No. of respondents Percentage

Yes 86 86%
No 14 14%
Total 100 100%

14

Yes
No

86

Inference:

Above chart reveals that among 100 respondents 86% of the respondents’ view that they
satisfied with the performance of /quality of product which is seen by advertisement of Weeding
Photography while 14% of the respondents said no.
Q.No.18) do you think advertisements of Weeding Photography should be in
regular time to get effective?

Particulars No. of respondents Percentage

Yes 64 64%
No 32 32%
Can’t say 4 4%
Total 100 100%

32
Yes
No

64

Inference:

Above chart reveals that among 100 respondents 64% of the respondents said that
advertisements of Weeding Photography should be in regular time to get effective while 32%
advertisements of Weeding Photography should be in regular time to get effective.
Q.No.19) did the advertisements of Weeding Photography make you loyal
towards its brands?

Particulars No. of respondents Percentage

Yes 83 83%
No 15 15%
Can’t say 2 2%
Total 100 100%

2
15

Yes
No

83

Inference:

Above chart reveals that among 100 respondents 83% of the respondents’ view that
advertisements of Photography make them loyal towards its brands while 15% of the respondents’
view that the advertisement of Photography didn’t make them loyal towards its brands.

Q.No.20) which reason you find for the difference of advertising effectiveness?
 Particulars No. of respondents Percentage

Education 40 40%

Likings 20 20%

Standard of living 20 20%

Other reasons 20 20%

Total 100 100%

20

40
Education
Likings
20

20

Inference:

Above chart reveals that among 100 respondents 40% of the respondents said that
education is the reason for difference of advertising effectiveness while 20% said likings, 20%said
standard of living and 20% said other reasons for the difference of advertising effectiveness.
CONCLUSION

CONCLUSION
 In last you conclude that majority of the respondents said that TV is the most
effective media for advertisement of Weeding Photography and the celebrities and
the slogans in the advertisement effect the consumers.

Celebrity advertising is an efficient mechanism for promotions of a new

product the brand or reposition the brand in dense competitions. So celebrity
advertising is very common practices now days because is has incredible influence
on consumer lifestyle. Using the fame in the advertising is not a wrong thing, but
there are various determinants which affect the celebrity advertising. The marketing
manager or marketers need to focus on the image and fame of celebrity, life cycle
stage, celebrity professions, attractiveness and a decent match up with
brand/product. So proper planning about celebrity advertising is required because
all these factors hazard the brand image, brand awareness, loyalty etc. Which lead
to high brand equity.
SUGGESTIONS

SUGGESTIONS
• Media should be selected according to the choice of customers.
• To give more attention in making the advertisement to make it effective for the sale of
Weeding Photography.
• It should be attractive one so that people are attracted toward the advertisement.
• The indoor media only reach to more no. of customers so, that the advertisement of
Weeding Photography also can advertise in local channels and local newspapers.
• The advertisement should be in regular time.
• Can advertise is more outdoor media because it cost is very less compare to other media
and also it can reach some time more customers mind.
• Advertisement in newspapers media now not in front page, if that advertisement in
FrontPage means it can reach more customers.
• Weeding Photography should conduct periodical study to know the level of customer
satisfaction.
• Like postal advertisement is very cheap and also it can reach our customer regular time
period means we can retain our customer and we can maintain good relationship with
customers.
BIBLIOGRAPHY

BIBLIOGRAPHY
Textbooks:

• Zikmund, William G. “Business Research Methods” Thomson south – western 7th edition.
• Philip kotler, “Marketing Management” prentice hall of India, 13th edition.
• Chunawalla, S.A., “Foundation of advertising theory & Practice”. Himalaya Publishing
House, 5th edition.

Newspapers:

• Hindustan Times.
• Times of India.

Magazines:

• The Times.

Internet Sources:

• www.wikipedia.org.