EXECUTIVE SUMMARY

This project has been a great learning experience for me at the same time it gave me enough
scope to implement my analytical ability.

It is purely based on whatever I leaned at IPOP Ads. One can have a brief knowledge about
Advertising. All the topics have been covered in a very systematic way. The language has been
kept simple so that even a layman could understand. All the data have been well analyzed with
the help of charts and graphs.

The project throughout depending on the various data data obtained from primary sources and
secondary sources.

The second part consists of data and their analysis, collected through a survey done on 50
interns working with reputed companies. It covers the topic 'A STUDY OF TRADITIONAL
MARKET VS DIGITAL MARKET'. The data collected has been well organized and presented. Hope
the research finding and conclusions will be of use.
 INTRODUCTION

Traditional marketing Versus Digital marketing

Traditional Marketing Vs Digital Marketing Traditional Marketing uses strategies like direct
sales, TV, radio, mail, print ads in newspapers or magazines and printed materials like
billboards, posters, catalogs or brochures. Digital Marketing is the promotion of products
through one or more forms of electronic media. For example, advertising via the Internet, social
networking sites, mobile phones etc. Digital marketing is similar to traditional marketing, but
using digital devices.

INTRODUCTION

Peoples think that marketing is advertising for sale. However, marketing is nothing but
everything a company does to attract customers and also maintain a relationship with them.
Writing thank-you letters and meeting with a past customer for coffee can be thought of as
marketing. The ultimate aim of marketing is to find match for company's products and services
to the people who need them, which should ensure profitability. The oldest, simplest and most
natural form of marketing is ‘word of mouth’ marketing, in which customer convey their
experiences about a product, service or brand in their day to day communications with others.
These communications can be of course either positive or negative. Simply stated, marketing is
everything you do to place your product or service in the hands of customers. It includes sales,
public relations, pricing, packaging, and distribution. It is a management process that identifies
and supplies customer requirements efficiently and profitably. It includes the coordination of
identification, selection and development of a product, determination of its price, selection of a
distribution channel to reach the customer's place, and development and implementation of a
promotional strategy. Marketing is about meeting the requirements of customers; Marketing is
a business-wide function it is not something that operates alone from other business activities.
It includes advertising, selling and delivering products to people. People who work in marketing
departments of companies try to get the attention of target audiences by using slogans,
packaging design, celebrity endorsements and general media exposure.

Through traditional marketing companies directly target and find customers, while through
digital marketing their objective is to have people find them. Success of a digital marketing
highly depends on the customers having access to the Internet and being familiar with the
channels used to target them, be those social networks or websites. On the other hand,
traditional methods like newspapers, magazines, TV or radio or street marketing are accessible
for the large majority of people. Some traditional methods, like events and street marketing in
general, allow companies to have a personal interaction with their customers and get direct
and real-time feedback, which turns to be extremely valuable when testing new products to be
launched.

ADVERTISING

Advertising is multidimensional. It is a form of mass communication, a powerful marketing tool,

a component of the economic system a means of financing the mass media, a social institution,
an art form, an instrument of business management, a field of employment and a profession.

Advertising as a means of mass communication has, therefore, made mass selling possible. It is
perhaps the best known mass communication channel. Marketing and firms engaged in selling
their products and services throughout the country ad or in other nations are fully aware of the
necessity and importance of advertising. As a means of forceful communication, advertising
promotes the sale understood the advertising by itself cannot sell the products, It cannot sell
products of poor quality public. Advertising only helps in selling.

The simplest definition of an advertisement is that it is a public announcement.

Adverting works on

 Traditional method
 Digital method

What Is Traditional Marketing?

Traditional marketing refers to any type of promotion, advertising or campaign that has been
used for years by companies, and that has a proven success rate. Methods of traditional
marketing include print advertising, such as newsletters, billboards, flyers and newspaper print
ads. Other forms of traditional marketing include television spots or commercials, as well as
radio spots advertising a business, product or service.

Techniques of Traditional Marketing:

 Direct Mail
 Print
 Board cast
 Referral
 Billboards
 Newspapers
 Magazine
 Radio
 Television
Techniques of Traditional Marketing

Direct mail

Digital mail marketing creates awareness of a product through postcards, brochures, letters
and fliers sent through mail. Direct mail is called a targeted type of marketing strategy because
Information is sent to a specific target market. However, direct - mail marketing can be
expensive and a business incurs design and printing costs as well as its goal to reach postage
costs.
Print

Print marketing includes advertising products and services through newspapers and magazines.
As a mass - marketing strategy. Print advertisements reach different classes of people, who
may or may not have an interest in the product. In magazines, print marketing reaches out to
the niche market that reads the magazine, such as women, women, teens or car lovers.

Broadcast

Television and radio are still widely used. Broadcast marketing reaches a large audience within
a limited period of time. Television advertisements also bring authenticity and realism to a
product as people can see how the product works. However, broadcast messages have a
shorter lifespan compared to printed messages. Additionally, television and radio are costlier,
compared to other forms of traditional marketing.

Referral

Referral marketing, also known as word of mouth, refers to the spread of information about
products or services to customers. Referral is not a strategic or planned marketing activity, but
it can help build a business and build a loyal client base. It also costs close to nothing.
However, a business should not rely on referral marketing: it should combine this with other
types of marketing to reach a wider target market.

Billboards

Billboards are some of the biggest forms of traditional advertising. Many exist along the
interstate to stop their journeys. These advertisements must be short and very visible to have
an impact. It is also important for the billboards to be placed in an area that receives a lot of
traffic, as well as a reasonable proximity to the business.
Newspapers

Newspapers are one of the oldest areas in which to place advertisements. With new editions
daily, in most cases , this makes it also the most disposable type of advertising . The effect must
be gathered before the consumer turns the page or the usefulness of the advertisement is gone
forever. Most newspapers have a readership that consists mostly of local people to your area.
however, there are a few national newspapers . Consider your target market and which
newspaper they are most likely to read prior to purchasing newspaper advertisements.

Magazines

Magazines are more long - term versions of advertising medium, as opposed to newspapers.
While the magazine is most likely published monthly, many keep their magazines for several
months and read them more than once. Additionally, magazines are more typically passed off
to others than newspapers, so there is a much higher chance that your advertisement will be
seen. The high gloss and color content of a magazine , versus a newspaper , makes it a desirable
form of advertising .

Radio

Radio is another traditional form of advertising. Radio signals can reach a large area, and
commercials span 30 to 60 seconds, which makes them an attractive advertising option . The
major drawback to radio advertisements is the ability for the listener to simply turn the station
or turn off the radio to avoid hearing them. With print advertising, if the person's eye is caught
by the advertising , they are likely going to read them . However, if the radio is not on the
listener certainly will not hear the advertisement
Advantages and Disadvantages of Traditional Marketing

While newer marketing methods do work and can increase a company's client base ,
completely replacing traditional marketing with the latest marketing techniques can prove
dangerous Traditional methods have a high success rate and are proven . Internet methods are
subject to clients or customers having access to an online medium and being Internet savvy.
With traditional marketing, anyone with a newspaper, mail service , television or radio can
learn of your business or service . Rather than customers going online to find your business or
service (and possibly stumbling on your competitor's website). you bring your business or
service to potential customers with print advertisements and other traditional methods .

Advantages

Reach

You can reach a group of specific consumers that do not necessarily utilize internet browsing .

Face to Face Contact

Personalized marketing is considered to be one of the best strategies and the most efficient
method to gain recognition as a brand and product.

Tangible Offers

Traditional Marketing offers tangibility - this refers to ads or products that clients could come to
contact in during their free time, like a newspaper ad for example.

Product Testing

Depending on the product, traditional marketing can offer product testing and through this
method, prove its quality.
Disadvantages

Expensive

Purchasing television , radio , or printed ads tends to be pricey for both small and mid - sized
businesses

Inefficiency

Unlike Online Marketing , it is quite difficult to measure the conversion rate of your ads through
traditional marketing , which makes it difficult to have a good understanding of the efficiency of
your ads and the results they offer .

Forced Strategy

This type of marketing strategy is known to be a forced method of selling a product, since the
consumer is not necessarily seeking your product in the first place .

Timing

Traditional marketing uses static text or advertising commercials to promote a product. If an ad

is placed in the newspaper, it can’t change until you place another and. For example, if you
have a sale on bicycles that you put in the newspaper and then you run out of bicycles, you may
have many unhappy customers. On the other hand, on the Internet you can instantly update
your page to let people know your bicycles are ‘’sold out ‘’.

Costs

You must pay for ads in newspapers or mailers every time you run a new campaign. Adding new
products or sales paper to your website doesn't create additional costs if you already have a
person on your team who can update your product information. Traditional marketing
companies may charge per delivery area for mailers or mailers . On the Internet, your ad is
accessible to the entire World Wide Web.
Customization

With traditional ads, it is difficult to target a specific customer . Specific market segments can
be targeted, but not an individual. For example, an ad may target young women. The ad may
show young people interacting and present interesting copy about a new style of purse. On the
Internet, new marketing techniques can track what a viewer has looked at and suggest similar
products.

Pricing Options

Traditional marketing can present special sales and pricing . However , it is typically more
difficult to offer complex bundle pricing . Most print marketing doesn't have the space to
explain all the different pricing Variations that may appeal to buyers . An online catalog may
present you with an offer that if you buy four items from one category , you get a free item
from another category.
What is Digital Marketing ?

Digital marketing (also known as data - driven marketing ) is an umbrella term for the marketing
of products or services using digital technologies , mainly on the Internet , but also including
mobile phones , display advertising , and any other digital medium .

Digital marketing's development since the 1990s and 2000s has changed the way brands and
businesses utilize technology for marketing. As digital platforms are increasingly incorporated
into marketing plans and everyday life, and as people use digital devices instead of visiting
physical shops , digital marketing campaigns are becoming more prevalent and efficient.

Digital Marketing Techniqcs:

 Content Marketing
 Search engine marketing
 Search engine optimization
 Social media marketing
 Affiliate marketing
 E-mail marketing
 Instant massaging marketing

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness.  Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.
Benefits of Digital Marketing

Reduce cost

Your business can develop its online marketing strategy for very little cost and can potentially
replace costly advertising channels such as Yellow Pages, television, radio and magazine .

Simple to measure

You can see in real time what is or is not working for your business online and you can adapt
very quickly to improve your results. For measuring traffic to your site you can use Google
Analytics to measure specific goals you want to achieve for your website or blog and most
packaged email marketing solutions provide good insight into how many people are opening ,
reading and converting from your emails .

Greater client appeal

The firms have the benefit of attractive to customers in results that can be brought by a
medium rapidly . Online marketing gives a range to them of options to promote their business
to the market.

Thus, the technique and overall success of marketing strategies rely on business objectives and
the total amount the business desire to purchase online marketing.

Brand Development

A well maintained website with quality content targeting the needs and adding value to your
target audience can provide significant value and lead generation opportunities. The same can
be said for utilizing social media channels and personalized email marketing.

Greater engagement

With digital marketing you can encourage your prospects clients and followers to take action
visit your website, read about your products and services , rate them , buy them and provide
feedback which is visible to your market . So it doesn't take long for good publicity to enhance
the prospects of your business.

Level playing field:

Any business can contend with any opponent regardless of dimension with strong digital
internet marketing strategy. Typically a smaller store would find it difficult to coordinate the
grace of the accessories of its larger opponents. Online, a sharp well thought out site with a
sleek customer trip and fantastic service is master - not dimension.

Available 24/7:

The World Wide Web never rests and so does Online promotion , enabling business with little
sources to maintain physical 24 - hour functions contend in the electronic industry using Online
promotion resources that can run almost 24 hours a day and 7 days a week.
Disadvantages of Digital Marketing

Promotion Strategy Can Be Copied:

One of the hazards in Internet marketing is that a particular technique can easily be copied by a
rival , and many have done so with finish ignore for the lawful repercussions their actions may
curry . Pictures or images can be used to mislead customers and take away an important
business from you . Not only that , these can also be used for perpetrating adverse and
incorrect information about your product , products or services that will harm your online
reputation - and reduce useful focused customers,

Digital Marketing Includes Too Much Competition:

Just like the growth and growth of online ads , Internet promotion is experienced with a great
process of too many competitors . Digital promoters are not capable of getting into a more
powerful place for the best possible exposure for their promotion and promotion tasks , and
with the use of too many competitors , will make it even more difficult and expensive to get the
interest of targeted viewers.

Security Issue:

Internet marketing has its own disadvantages which are not noticeable on its experience value ,
For a person or client who queries online for products or services , there is a caution not to
reveal all the private information as it might be used against them by unidentified people .

Lack of trust:

One of the significant drawbacks may be a deficiency of believing in of the customers because
of could be exclusive special offers that appear to be scammers. This is a part that declines the
picture and trustworthiness of quality and sincere companies.
Requires More Initial Investment :

Playing Digital marketing contains various restrictions like developing delicate and professional
looking for your website and planning an effective technique . Paid marketing like Search
engines Ad Words , Search engines Ads , and Social Press Marketing is quite expensive ,
especially for small enterprise owners .
Literature Review

Traditional Marketing:

Longman (2000) says “advertising is an act of telling people publicly about a product or service
in order to persuade them to buy it. Alonge (2001) feels that advertising can be defined as any
paid form of non-personal communication which is directed to the consumers or target audiences
through various media in order to prevent and promote product, services and idea.

Gillian (1982) views it as “means of drawing someone’s attention to something or notifying or

informing somebody of something”.

Tuflinger (1996) says “advertising is the non-personal communication of information usually

paid for and usually persuasive in nature, about product, services or ideas by an identified
sponsor through the various media. So much for academic double talk. Let’s take this statement
apart and see what it means.

Young (2005) stated that in an effort to improve managing and gain audience attention,
advertisers create branding moment that will resonate with target markets, and motivate
audiences to purchase the advertised product or service, advertisers copy test their advertisement
before releasing them to the public

Newhagen and Rafaeli (1996) define interactivity as “a communication that reflects back on
itself, feeds on, and responds to the past”. Therefore, in the authors‟ research, interactivity is
defined as the communication between consumers and advertisers, for example, advertiser
affectconsumer‟s habit and behaviors, while consumer also affect advertiser‟s management.

Combard and Snyder-Duch (2001) also observed that “the internet and other interactive
technologies made it possible to create ads that are more targeted, but more personal, in which
advertising is an experience in which the consumers participates and is engaged.”

Rodgers and Thorson (2000) also remarked that “what we already know about tradition
advertising is relevant to internet advertising… the additional complexities of interactivity and
greater proximity to reality available via the web, additional specifications of function and
structure are necessary.” Li, Daughterty and Biocca (2002) were of the view that “rich media
advertising is different from conventional banner ads, in that it generally incorporates high
impact sound with video and is often more interactive.”

Ducoffee,( 1996) writes that web advertisement consists of impersonal commercial content paid
by sponsors, designed for audiences, delivered by video, print and audio. According to Ducoffee,
this comes in inform of corporate logos, banners, pop-up message, email messages and text
-based hyperlink to official websites.

Digital Marketing:

Kaplan and Haenlein (2010) define social media as “a group of Internet based
applications that build on the ideological and technological foundations of Web 2.0, and
allow the creation and exchange of user generated content.” According to Kaplan and
Haenlein (2010) web 2.0 is a platform where content is continuously altered by all
operators in a sharing and collaborative way. Web 2.0 is a web based technology which
helps to create highly interactive platforms through which individuals and communities
share, co-create, discuss and modify user –generated content. Social media are the
websites which are build upon the technological foundations of web 2.0 that help a user
to create use generated contents that can be shared. This technology allows a user to
create and publish the content on the social media networks. This information can be
shared with other members of the social media website, who are connected with the
user. This process is interactive where other members can also respond in different
ways.

Mangold and Faulds (2009) describe ―social media as the set of online word of mouth
forums which includes blogs, discussion boards, forums or social networks to name a
few. Using all mobile and web-based technologies, social media creates highly
interactive platforms by bringing together individuals and creating communities. Internet
has a lot of websites; each of them has different functional attributes and caters to
different sections of society. Websites like facebook are for general masses but
LinkedIn is focused on professional networking. Media sharing sites (i.e. YouTube,
Picassa and Flickr) or blogging platforms (i.e. blogspot, wordpress) are also members of
this ecosystem called social media (Kietzmann et al., 2011). Social media has equipped
the organization to establish an direct relationship with the consumers. Both of the
organizations and consumers are free to generate content on the web pages, which
further leads to conversations and discussion. Organization on one end are provided
with an opportunity to share their information with a large base of customers and on the
other end consumers are also free to publish any content whether positive or negative
regarding the information

Weinberg (2009) defined social media marketing is a new marketing strategy which
almost every business is adopting to reach their consumers on the virtual networks. If
you have an idea and you want it to reach millions, at a very little cost, then social
media is the only way-out. Entertainment companies were the first to adopt the social
media as a promotional tool. Weinberg (2009) has defined social media marketing as
the process that empowers individuals to promote their websites, products, or services
through online social channels and tap into a much larger community that may not have
been available via traditional channels. So if we keep it simple, social media marketing
is the process where organizations use social media websites to build rush on their
company official websites. It does not stop here but organizations also inform the
potential customers of happenings in the organization, launch of the new model or
product and latest news about the organization through social media applications.

Gordhamer (2009) has related social media marketing to the relationship marketing
where firms need to shift from “trying to sell” to “making connections” with the
consumers. This explanations of social media marketing takes us to the other side of
marketing, where building relations with the potential consumers is the key to repeated
purchases and enhanced brand loyalty. Social Media is an innovative tool that
organizations use for creating a very strong public relation with the customers on the
virtual networks (Jan & Khan, 2014).

Maintaining public relations through social media has become easy because a large
number of potential consumers are available on the virtual networks. And making
connection with consumers using social media is only some clicks away. Today’s
customers are more powerful and busy; therefore, companies should be reachable and
available in every social media communication channel such as Face book, Twitter,
Blogs, Forums at any time (Gordhamer, 2009). Exploiting the opportunities provided by
the social media communication channels is important for every organization.In recent
years, social networking sites and social media have increased in popularity, at a global
level. For instance, Facebook is said to have more than a billion active users (as of
2012) since its beginning in 2004 (www.facebook.com). Social networking sites can be
described as networks of friends for social or professional interactions (Trusov,
Bucklin, & Pauwels, 2009).

Indeed, online social networks have profoundly changed the propagation of information
by making it incredibly easy to share and digest information on the internet (Akrimi &
Khemakhem, 2012).

The unique aspects of social media and its immense popularity have revolutionized
marketing practices such as advertising and promotion (Hanna, Rohm, & Crittenden,
2011)
STATEMENT OF THE PROBLEM.

A Study on comparative study in between traditional marketing and digital marketing adapt
at IPOPI ad agency.

SCOPE OF THE STUDY

 The scope of the study is limited to the market of advertisement.

 To understand digital marketing models
 To understand traditional marketing models.

NEED FOR THE STUDY

To carry out the comparative study of the traditional and digital marketing and to determine
that which one is better and how this whole phenomena actually works. Under this project the
aspects of traditional and digital marketing are covered.

OBJECTIVES OF STUDY:

 To derive and analyze difference between traditional and digital marketing.

 To study the various factors which influence both the marketing strategies.
 To know the different advertising types.
 To understand the works on ad agency.

RESEARCH METHODOLOGY

Research Method The Research Method used for project is Descriptive method. Descriptive
research, also known as statistical research. Different tables, pie charts are used to show the
responses given by respondents.

Data Collection

Primary and Secondary data collected to carry out the research work
Primary data
Information was collected directly from the interns for the project work . The data collected
during the study included the data collected through questionnaires only .

Secondary data

Information was collected directly from newspapers , magazine and internet about the
companies

Sampling Method

The sample is selected based on non - probability sampling method. Under this method
Convenience sampling technique adopted.

Sample Size

The sample size consisting of 50 company's interns were selected for the study. Questionnaire
will be filled by the intems of the company.

LIMITATION OF STUDY:

Although the research has been conducted systematically and all the relevant data has been
collected carefully in order to eliminate/ minimize the errors in study, apart from positive
situations the study has some limitations too, as listed below:-

 The study is entirely based on secondary data collected from Internet, magazines,

newspapers, journals etc. This exposes it to the threat of being accurate &

authentic only to the extent of authenticity and accuracy being provided on

internet.

 The project which has been completed within a limited time frame may also stand

as a limitation.
  Since the study is exploratory in nature, there is ample scope for further research

in this field of study.

 There was a limitation of financial support, which restricted the scope of my

research work.

 The data maybe old and out of date.

 The sample used to generate the secondary data maybe small.

 The company publishing the data may not be reputable

SOURCES OF DATA COLLECTION:

1. PRIMARY DATA:
Primary data are original information, which is directly collected through sample
respondents by a structured questionnaire.

2. SECONDARY DATA:
Secondary data consists of information that has already exists, it also known as data
which have previously been collected by some other researcher, institutes, for their own
purpose. Secondary data for this study is collected from various websites, books etc.

SAMPLE SIZE: Sample size of respondents are 100 for this study.

SAMPLE DESIGN:

The design used for sampling is convenience sampling. Sampling refers to the collection
of information by members of the population who are conveniently available to provide it. This
is one of the most effective way to get information quickly and effectively.
INDUSTRY ANALYSIS
The Indian Media and Entertainment (M&E) Industry, one of the most vibrant and exciting
industries in the world, has had a tremendous impact on the lives and the Indian economy. As the
M&E industry widens its reach, it plays a critical role in creating awareness on issues affecting,
channelling the energy of and building aspirations among India’s millions. As it entertains and
informs the country, the M&E industry has been a catalyst for the growth of large parts of the
Indian economy. M&E industry consist of TV, Print, Films, Radio, Music, OOH, Animation and
VFX, Gaming and Digital Advertising.

The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian media and entertainment
(M&E) industry has grown by 11.8 per cent in 2013 while comparing with 2012 and
touchedRs918 billion. It is expected to touch Rs 1785.8 billion by 2018, with a CAGR of 14.2
per cent.

By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about
38.7 per cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction:
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with 18.1
per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each, followed
by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films (11.9 per
cent) and OOH with 9.2 per cent expected CAGR.
According to the annual advertising expenditure report fromGroupM, The digital media
advertising revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405 million) ,
up 30% from Rs 1,938.6 crore in 2012,. Digital contributed to 6.5% of the total media
advertising expenditure in 2013, up from 5.5% share in 2012.

The agency estimates that the digital media advertising revenues to reach Rs 3,402.2 crore ($546
million) in 2014, registering a 35% growth year on year. This will represent around 7.9% of the
total media advertising expenditure in 2014, which is estimated at Rs 43,065.4 crore. The
company notes this will be driven by election spending by the government and political parties
across all media.  GroupM made the prediction in the latest edition of its annual report This
Year, Next Year. Digital media were projected to increase 35%, with TV slowing to 12% from
last year’s 14.6% and print picking up to 8.5% from 4.6% in 2013.
Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5 billion in 2013.
Digital media advertising in India is grown by 38.7 per cent in 2013, faster than any other ad
category. With the dramatic growth in mobile usage, content providers and advertisers are
seeking opportunities to get their message across on this preferred medium of the masses.

It is estimated that the total internet user base will reach 494 Million by the end of 2018 as
against 938 million TV viewers in the same year. This means that the internet user population
will be approximately 53 per cent of the total number of TV viewer in the country in 2018
compared to 27 per cent in 2013. This shift towards the digital media is important for digital
media strategists to consider, in order balancing their marketing budgets between online media
and traditional TV strategy.

IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market among
various ad types like search ads, display ads, mobile ads, social media ads, email ads and video
ads. By seeing this breakup we can understand marketer are giving importance to all venues to
place ads.
Some of the key players in the Digital advertising are Ogilvy & Mather, Web chutney, IBS,
Isobar, Maxus, 22 Feet, Grey Digital, Mind Share, Interactive Avenues, Omnicom Media Group,
Digital Law & Kenneth, Pinstrom.

4.1 Business Model of Industry:

ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side
Platform

4.1.1 About Process

Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients, agency
while find out the portals or websites where the T.G is present. Later give the order to DSP or
ATD, this order contains details regarding where to place ads or which portal is requiring to
placing the ad. This DSP/ ATD will bid in ad exchange for that portal. Otherwise agency can
directly approach to ad networks and give orders. These ad networks buy the inventories from
publisher and give to agency. From publisher view he can sell inventories through Ad networks
or through SSP. If publisher give to SSP, they will place those space in ad exchange for bidding.
Through ad exchange DSP/ATD will buy those inventories. Bidding will not only for space but
also for T.G which required for clients.
Ad exchanges are technology platforms that facilitate the bids for buying and selling of online
media advertising inventory from multiple ad networks. The approach is technology-driven as
opposed to the historical approach of negotiating price on media inventory.

A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory
to manage multiple ad exchange and data exchange accounts through one interface. Real-time
bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP,
marketers can manage their bidsfor

The banners and the pricing for the data that they are layering on to target their audiences. A
supply-side platform or sell-side platform (SSP) is a technology platform, web publishers of
the world use a supply-side platform to automate and optimize the selling of their online media
space.

4.2 Porter’s Five Model Analysis of Digital Advertising Industry:

Porter’s model will help analysis the industry and understand where the power lies in the
business. Here I am using porter’s model to understand digital advertising industry in India.
Generally, in the Indian advertising industry, contracts are long termed, and customers are likely
to keep going back to the same advertiser so long as results were obtained the first time.

1) Thre
ats of
New
Entr
y
 Full service agencies have high demand in Market.
 Lack of getting efficient work force is a threat in digital advertising.
 Cost of setting up a digital agency is low. But agencies need to invest a huge amount in
backend function like technology.
 Getting clients in the initial stage is a bit difficult, because clients will usually look the past
experience of agency.
 Government regulations in the digital advertising are low. While comparing with M&E
industry.
2) Barg
ainin
g
powe
r of
suppl
iers
 Lot of suppliers are there, but some suppliers who have high reach and affinity will charge
high price for placing ads in their portals.
 Real time bidding will lead to increase the demand of some portals.
 Bargaining power of suppliers, who provide data and information are very high.
 Seasonal campaigns put pressure on supply side to charge high.
 Employee or work force with proper knowledge is limited.
3) Barg
ainin
g
powe
r of
buye
rs
 Buyer are the clients of agencies, basically buyers are high idea seekers.
 Clients will choose agencies which have good experience in industry.
 Clients like long term relationships with agencies, so they also try to adjust with agencies.
 Clients can ask agencies to change pattern of campaigns at any time.
 Clients like MNC’s have high power over agencies, but SME’s will satisfy with performance
of agencies.
 Backward integration by buyers is not possible.
4) Thre
 ats of
subst
itutes
 No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
 Substitutes are too popular among buyers. They had high demand in past years.

 Main competitor for Digital advertising is TVC, but trends are now changing FICCI-KPMG
report of 2014 showing growth of digital is very high while comparing with others media.
 But media consumption through radio is increasing now.
5) Rival
ry by
existi
ng
comp
etitor
s
 At present competitors are low, but it can be increase in future. Because lot new players are
coming to the industry.
 Existing competitors have high profile clients and clients loyal toward them.
 Most of the traditional agencies are now concentrating in digital also.
 Existing firms in the Industry are creating variety and unique campaign for clients.
 Most of the firms have efficient backend support in technology.
 Existing firms have the expertise manpower and firms giving good remunerations to
employees. So employees are loyal towards employers.
 Some firms are popular due to execution of innovative campaigns.

Conclusion of Porter’s Five Force Analysis

 Low threats for new entry.

 High bargaining power of suppliers.
 Bargaining power of buyer is medium, but in coming year there is chance for increase. Due to lot
of players are coming to industry.
 Threats of the substitutes are high, but it will change in coming years.
 Rivalry by existing competitors is high, but possible to break it by doing some unique campaign
for client.
 Indian market is a potential market for digital advertising due to high internet and mobile
penetration.

COMPANY PROFILE
 IPOPI Digital ad agency

An INTRODUCTION TO IPOPI DIGITAL AD AGENCY MYSORE

IPOPI ad agency one of the major digital ad agencies in mysore. It is a trustable ad agency for
it’s clients. This ad agency is differed from others, because, with its digital marketing services it
also provides traditional market techniques to its clients, so that the consumers can get
information at right place and time.

IPOPI has increased the consumers of the mysore companies like HUNDAI, TVS, MAHALAKSHMI
SWEETS,ETC, And also companies from other parts of Karnataka. Not only these but also it
providing the marketing for more than 200 brands itself. IPOPI marketed audio and
production company of POWER STAR PUNITHRAJKUMAR’S called PRK productions, and it is
managing social media of POWER STAR PUNITHRAJKUMAR. IPOPI providing digital marketing
services like Content marketing, Social media marketing. And it is getting popular and also has
increasing clients of it day by day. Finally it provides it’s best services to clients.

Our process
 OUR PROCES

1. Initial research

We learn all about what your company is about including your long term goals and
challenges.

2. Ideation phase
We'll analyze which channels and approach you're currently using to market your
company.

3. . Campaign launch

Next, we lay the foundation of your inbound marketing efforts by setting up the
appropriate systems to maximize your budget.

4. 04. Learn & measure

Using the channels that work for your company, we'll develop campaigns that attract,
convert, close, and delight your customers

5. 05. Optimization

Each month we'll review what's working and what needs to be optimized.
OUR SERVICES

End to end, literally! from Digital Marketing Strategy to showing you Measured
ROI

When the right content, reach the right people on Facebook, Instagram, LinkedIn or
Google and they have a right way to express desire to buy, our journey is successful!

Digital marketing stratagy

Photo or Vedio shoot

Advanced Lead Generation

 Social Media

Dealsonsms.com

Sales Driven Website

Digital Marketing Strategy
What to achieve in Digital Marketing for your Business? How much to invest ? Which
Digital Platform!

Social Media Marketing

We generate highly influencing campaigns to reach right people on Social Media with
Ideal Call To Actions to Deliver Results!

Google Ads Network

Your Google Ads will be on the top, yet at an optimized with Cost Per Lead

Salesdriven Websites

Making everyone who visits your website generate an enquiry!

Our Impact in Numbers

You might be wondering what’s possible with inbound marketing. So don’t take our word
for it! Here are some of the results we’ve helped clients achieve by harnessing the
power of inbound marketing and Sae.

225K Leads

For a budget of 120$/10,000INR we have helped our customer sell 4 cars

80K Campaigns

200+ Clients, 80K+ Campaigns Created & Promoted Across Digital Platforms

10 Verticals

Auto, Real Estate, Retail, Hospitality, Healthcare, IT & ITES, Banking, Apparel, Jewelry,
FMCG

5 Continents

Presence in 40 + Cities in India & 12 Countries

Our Premium Clients

BACKGROWND OF STUDY

Introduction Peoples think that marketing is advertising for sale. However, marketing is nothing
but everything a company does to attract customers and also maintain a relationship with
them. Writing thank-you letters and meeting with a past customer for coffee can be thought of
as marketing. The ultimate aim of marketing is to find match for company's products and
services to the people who need them, which should ensure profitability. The oldest, simplest
and most natural form of marketing is ‘word of mouth’ marketing, in which customer convey
their experiences about a product, service or brand in their day to day communications with
others. These communications can be of course either positive or negative. Simply stated,
marketing is everything you do to place your product or service in the hands of customers. It
includes sales, public relations, pricing, packaging, and distribution. It is a management process
that identifies and supplies customer requirements efficiently and profitably. It includes the
coordination of identification, selection and development of a product, determination of its
price, selection of a distribution channel to reach the customer's place, and development and
implementation of a promotional strategy. Marketing is about meeting the requirements of
customers; Marketing is a business-wide function it is not something that operates alone from
other business activities. It includes advertising, selling and delivering products to people.
People who work in marketing departments of companies try to get the attention of target
audiences by using slogans, packaging design, celebrity endorsements and general media
exposure.

Through traditional marketing companies directly target and find customers, while through
digital marketing their objective is to have people find them. Success of a digital marketing
highly depends on the customers having access to the Internet and being familiar with the
channels used to target them, be those social networks or websites. On the other hand,
traditional methods like newspapers, magazines, TV or radio or street marketing are accessible
for the large majority of people. Some traditional methods, like events and street marketing in
general, allow companies to have a personal
DETAILED ANALYSIS OF TRADITIONAL MARKETING V/S DIGITAL MARKETING

Gender wise classification of 50 respondents

GENDER NO. OF PERCENTAGE

RESPONDANTS OF
RESPONDENTS
Male 25 50%

Female 25 50%

Analysis:2

The above table shows that survey taken for 50 respondents. By taking equal opinions of male
and female, the below questionnaires have conducted.

PERCENTAGE OF RESPONDENTS
60%

50%

40%

Axis Title 30%

20%

10%

0%
Male Female
Interpretation:

The survey was taken for respondents of equal gender proportion .Because we thought that
male and female has different opinions of different types of products.

Age wise classification of the respondents

SL NO Particular No of respondent percentage

1 Less than 30 years 20 40%

2 30-40 years 15 30%
3 40-50 years 10 20%
4 50 years and above 5 10%

Analysis:

From the above table it is found that 40% of the respondents are under the age group of less
than 30 years, 30% of the respondents are in the age group of 30 to 40 years, 20% of the
respondents are in the age group of 40 to 50 years, and 10% of the respondents are in the age
group of 50 years and above.

Percentage
45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Less than 30 years 30-40 years 40-50 years 50 years and above
Interpretation:

The chat shows that the survey was taken for all the age group, and it has more respondents of
age below 40.The chat interprets that the surveyor concentrated in younger age people most,
because they known well about digital media and also the traditional media as well than other
age groups.

Education qualification of respondents

SL. NO. PARTICULAR NO. OF RESPONDENT PERCENTAGE

01 SSLC 2 4%

02 PUC 8 16%

03 UG 15 30%

04 PG 25 50%

Analysis:

From the above table it is found that 4% of the respondents are SSLC qualified, 16% of the
respondents are to PUC qualified, 30% of the respondents are graduates and the rest 50% of
the respondents are post-graduates.
 PERCENTAGE
60%

50%

40%

30%

20%

10%

0%
SSLC PUC UG PG

Interpretation:

The chat shows that the survey was tried to taken for all educational qualification group, and it
has more respondents of UG and PG qualification. The chat interprets that the surveyor
concentrated graduated people most, because they known well about digital media and also
the traditional media as well than other educational qualification.

1. According to your view, in which medium the product information will most
effectively reach the end consumer

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Traditional marketing 22 44%

Digital marketing 28 56%

Analysis:

As the above table shown 44% of the respondents answered traditional marketing is more
effective. And 55% of the respondents answered digital marketing is more effective.
 PERCENTAGE
Traditional marketing Digital marketing

44%

56%

Interpretation:
According to the 56% of respondents answers, we got to know that the products information
reach the end customers through the digital medium effectively. But, according 44% of
respondents answers, we could know traditional medium is not lagging though.

2. When you buy a product, you get what media advertising help

PARTICULAR NO. OF RESPONDENTS PARCENTAGE

DIGITAL 27 54%

TRADITIONAL 23 46%

Analysis:

The above table shows on buying the products, 54% of respondents take the help of digital
advertising. And 46% of respondents take the traditional advertising.
 PARCENTAGE
DIGITAL TRADITIONAL

46%
54%

Interpretation:

56% of respondents want to take digital media help to buy online, and 46% of respondents
want to buy products by traditional media help. As we know that any product can be searched,
seen, reviewed, advertised, and bought online. So, it is easier to learn about and buy products
online. That is why we got above result.

3. Which media ad influence more to purchasing products

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Traditional 24 48%

Digital 26 52%
Analysis:

Above table shows, according to 48% of respondents thought traditional media influence more
to purchasing products. And 52% of respondents thought digital media influence more to
purchase products.

PERCENTAGE
53%

52%

51%

50%

Axis Title 49%

48%

47%

46%

45%
Traditional Digital

Interpretation:

In terms of influencing purchasing, both media is remained relatively same. So, 48% of
respondents think they are influenced by traditional media, and 52% of respondents think they
influenced by digital media.

4. What media is more effective in Traditional marketing

SL.N PARTICULAR NO. OF RESPONDENTS PERCENTAGE

O
1 T.V 18 36%

2 News Paper 10 20%

3 Bill Board 8 16%

4 Radio 12 24%
 5 Magazine 2 4%

Analysis:
From the above table it is found that 36%, 20%, 16%, 24%, 4% of respondents answered
as T.V, Newspaper, Bill Board, Radio, Magazine, respectively.

40%

35%

30%

25%

20%
PERCENTAGE
15%

10%

5%

0%
T.V News Paper Bill Board Radio Magzine
Traditional Marketing

Interpretation:

The majority of responses have revealed that the television media is effective media in
traditional marketing. Also as we know most of every home has television.
5. which media is more effective in Digital marketing

SL. NO. PARTICULAR NO. OF RESPONDENTS PERCENTAGE

1 Facebook Ads 9 18%

2 Youtube Ads 15 30%

3 Twitter Ads 6 12%

4 Instagram Ads 7 14%

5 Blog Ads 8 16%

6 Mail Ads 5 10%

Analysis:

From the above table it is found that 18%, 30%, 12%, 14%, 16%, 10% of respondents
answered as Facebook Ads, youtube Ads, Twitter Ads, Instagram Ads, Blog Ads, Mail
Ads, respectively.
 PERCENTAGE
35%

30%

25%

20% PERCENTAGE

15%

10%

5%

0%
Fecebook Ads Youtube Ads Twitter Ads Instagram Ads Blog Ads Mail Ads

Interpretation:

All the above social media have their own way of advertising, in youtube almost every popular
videos have advertisements, and it has millions of videos and gets thousands of videos
downloaded daily. We can see in the majority of responses also.
6. Information of launching new product is reaches consumers more through digital media
than traditional media.

SL. NO. PARTICULAR NO OF RESPONDENT PERCENTAGE

01 Strongly Agree 8 16%

02 Agree 30 60%

03 Neutral 2 4%

04 Disagree 7 14%

05 Strongly Disagree 3 6%

Analysis:

From the above table it is found that 16% of respondents agreed strongly, 60% of respondents
have agreed, 14% of respondents have disagreed, 6% of respondents have disagreed strongly,
4% of respondents neutral, for getting new product launching info digital media than a
traditional media is more informative.

PERCENTAGE
Strongly Agree Agree Neutral Disagree Strongly Disagree
14% 16%
6%

4%

60%
Interpretation:

This is what the map above says. Most people feel that the digital media advertising for the
product will reach the masses faster than the traditional media. More than 60 percent
agreed with the statement.

7. Digital Media is easy & effective way to give feedback to the product/services

SL. NO. PARTICULARE NO OF RESPONDENT PERCENTAGE

01 Strongly Agree 12 24%

02 Agree 35 70%

03 Neutral 0 0%

04 Disagree 2 4%

05 Strongly Disagree 1 2%

Analysis:

From the above table it is found that 24% of respondents agreed strongly, 70% of respondents
have agreed, 4% of respondents have disagreed, 2% of respondents have disagreed strongly,
none of respondents neutral, for whether the Digital Media is easy & effective way to give
feedback to the product/services
 PERCENTAGE
Strongly Agree Agree Neutral Disagree Strongly Disagree
2%
4%

24%

70%

Interpretation:

According to the above graph, most people feel that a customer can deliver a product review of
the companies, such as how a customer can more effectively communicate their opinions to the
company after the purchase and use of the product. On average, over 94% people agree with
this statement.

8. Traditional media easy and effective way to feedback product and service.

SL. NO. PARTICULAR NO OF RESPONDENT PERCENTAGE

01 Strongly Agree 3 6%

02 Agree 12 24%

03 Neutral 10 20%

04 Disagree 15 30%

05 Strongly Disagree 10 20%

Analysis:
From the above table it is found that 6% of respondents agreed strongly, 24% of respondents
have agreed, 30% of respondents have disagreed, 20% of respondents have disagreed strongly,
30% of respondents neutral, for whether the traditional Media is easy & effective way to give
feedback to the product/services

PERCENTAGE
Strongly Agree Agree Neutral Disagree Strongly Disagree

6%
20%

24%

30%
20%

Interpretation:

The chart above is what it says. As a result of today’s generation of people becoming more and
more involved in the digital system. Traditional media is joining the digital system. The majority
of people surveyed felt that it would not be fair for consumers to convey the status of the
product to consumers in traditional media.

9. Digital products like smart phones and laptops should be more advertised at digital media
than traditional media.

SL. NO. PARTICULAR NO OF RESPONDENT PERCENTAGE

01 Strongly Agree 15 30%

02 Agree 28 56%
 03 Neutral 2 4%

04 Disagree 3 6%

05 Strongly Disagree 2 4%

Analysis:

From the above table it is found that 30% of respondents agreed strongly, 56% of respondents
have agreed, 6% of respondents have disagreed, 4% of respondents have disagreed strongly,
2% of respondents were neutral, for whether the Technological products (i.e. smart phones,
laptops) should be more advertised at digital media than traditional media.

PERCENTAGE
Strongly Agree Agree Neutral Disagree Strongly Disagree

4%
6%
4%
30%

56%

Interpretation:

The above graph shows that advertising digital products in digital media with product
information, rather than in traditional media is more effective to attract consumers. 56% of
respondents opt to use digital media for advertising of technical products.
10. The position of the product/company rises by having organized in social media platforms

SL. NO. PARTICULAR NO OF RESPONDENT PERCENTAGE

01 Strongly Agree 10 20%

02 Agree 35 70%

03 Neutral 0 0%

04 Disagree 3 6%

05 Strongly Disagree 2 4%

Analysis:

From the above table it is found that 56% of respondents agreed strongly, 20% of respondents
have agreed, 6% of respondents have disagreed, 4% of respondents have disagreed strongly,
and none of respondents were neutral for the above statement.

PERCENTAGE
80%
Agree; 70%
70%

60%

50%

40%

30%
Strongly Agree; 20%
20%

10% Disagree; 6% Strongly Disagree; 4%

Neutral; 0%
0%
Strongly Agree Agree Neutral Disagree Strongly Disagree
Interpretation:

Totally 90% of respondents agreed to above statement. Using company products and company
name on a social network to deliver company services and products information to customers.
So, companies can directly communicate to customers without any confusion.

11. You click on the online ads to read more when you feel interest on it.

SL. NO. PARTICULAR NO OF RESPONDENT PERCENTAGE

01 Strongly Agree 8 16%

02 Agree 28 56%

03 Neutral 4 8%

04 Disagree 6 12%

05 Strongly Disagree 4 8%

Analysis:

From the above table it is found that 56% of respondents have agreed, 16% of respondents
have agreed strongly, 12% of respondents have disagreed, 12% of respondents have disagreed
strongly, and 8% of respondents were neutral for the above statement.
 PERCENTAGE
Strongly Agree Agree Neutral Disagree Strongly Disagree

8%
16%

12%

8%

56%

Interpretation:

People’s interest in online advertising has increased. The reason is that the digital system
occupies the lives of the majority of the people. The number of internet users is increasing
from day to day. Therefore, today’s news is becoming more and more common in the digital
media. Confirmed by this survey, more than 60 percent of people surveyed agree with this
statement.

12. You prefer to go marketplace to purchase the products which are already available online.

SL. NO. PARTICULAR NO OF RESPONDENT PERCENTAGE

01 Strongly Agree 6 12%

02 Agree 10 10%

03 Neutral 4 8%

04 Disagree 10 20%

05 Strongly Disagree 20 40%

Analysis:
From the above table it is found that 10% of respondents have agreed, 12% of respondents
have agreed strongly, 20% of respondents have disagreed, 40% of respondents have disagreed
strongly, and 8% of respondents were neutral for the above statement.

PERCENTAGE
Strongly Agree Agree Neutral Disagree Strongly Disagree

13%

11%
44%

9%

22%

Interpretation:

This is what the chart conveys in this survey. As a product strikes online, the number of buyers
in the marketplace is gradually decreases. The reason is that there is a lot of information and
selection of products online. This chart shows that most people prefer online shopping more
than the market.

13. You like to use mobile phone for shopping from online markets. *

SL. NO. PARTICULAR NO OF RESPONDENT PERCENTAGE

01 Strongly Agree 20 40%

 02 Agree 30 60%

03 Neutral 0 0%

04 Disagree 0 0%

05 Strongly Disagree 0 0%

Analysis:

From the above table it is found that 60% of respondents have agreed, 40% of respondents
have agreed strongly, 0% of respondents have disagreed, 0% of respondents have disagreed
strongly, and 0% of respondents were neutral for the above statement.

PERCENTAGE
PERCENTAGE

60%

40%

0% 0% 0%
Strongly Agree Agree Neutral Disagree Strongly Disagree

Interpretation:

According to above results, everyone who participated in this survey was agreed for this
statement. Every one using smart phone is the most important thing for today’s social system
so that the number of shopping in smart phone has increased.
14. Digital Market has far more freedom of choice than a Traditional market.

SL. NO. PARTICULAR NO OF RESPONDENT PERCENTAGE

01 Strongly Agree 12 24%

02 Agree 26 52%

03 Neutral 6 12%

04 Disagree 4 8%

05 Strongly Disagree 2 4%

Analysis:

From the above table it is found that 52% of respondents have agreed, 24% of respondents
have agreed strongly, 8% of respondents have disagreed, 4% of respondents have disagreed
strongly, and 12% of respondents were neutral for the above statement.

PERCENTAGE
Strongly Agree Agree Neutral Disagree Strongly Disagree

4%
8%
24%

12%

52%

Interpretation:
According to the results above, the survey reveals that digital media has become increasingly
independent in its choice of products over traditional media. More than 70 percent of people
surveyed agree with this statement

15. You search newspaper/TV/radio/billboards to know about desired new products/services in

the market.

SL. NO. PARTICULAR NO.OF RESPONDENT PERCENTAGE

01 Strongly Agree 1 2%

02 Agree 9 18%

03 Neutral 3 6%

04 Disagree 26 52%

05 Strongly Disagree 11 22%

Analysis:

From the above table it is found that 18% of respondents have agreed, 2% of respondents have
agreed strongly, 52% of respondents have disagreed, 22% of respondents have disagreed
strongly, and 6% of respondents were neutral for the above statement.
 PERCENTAGE
Strongly Agree Agree Neutral Disagree Strongly Disagree
2%

22% 18%

6%

52%

Interpretation:

According to the results above, people are in a position to know any product information on the
internet today. Traditional media such as TV and newspapers are less used for information on
which product to by. More people rely on digital media despite the presence of traditional
media. Therefore, more than 70% of respondents rejected this statement.

16. How many hours you spend online (including social media) every day in an average?

SL. NO. PARTICULAR NO. OF PERCENTAGE

RESPONDENT
01 0 – ½ hour 0 0%

02 1 hour 10 20%

03 1 – 2 hour 20 40%

04 3 hour 17 34%

05 More than 3 hour 3 6%

Analysis:
All the respondents spend more than half an Hour online. Among them 20% 0f respondents
spend about an Hour, 40% of respondents spend 1-2 hours, 34% of respondents spend about 3
hours and 6% of respondents spend more than 3 hours.

PERCENTAGE
PERCENTAGE

40%

34%

20%

6%

0%
0 – ½ hour 1 hour 1 – 2 hour 3 hour More than 3 hour

Interpretation:

The above survey reveals that today’s generation spends most of their time on social
networking sites. That means the number of people who spend time online is increasing day by
day. Over 80% of people spend more than 2 hours online, according to the survey.

17. Which of the following media you spend the most time

SL. NO. PARTICULAR NO OF RESPONDENT PERCENTAGE

01 Tele Vision 6 12%

02 Radio 4 8%

03 Facebook 10 20%

04 Youtube 20 40%

05 Twitter 5 10%
 06 Instagram 4 8%

07 No one above 1 2%

Analysis:

From the above table it is found that 12%, 8%, 20%, 40%, 10%, 8% of respondents
answered as Television, Radio, Facebook, youtube, Twitter, Instagram respectively. And
2% of respondents use no one of the above.

PERCENTAGE
PERCENTAGE

40%

20%

12%
10%
8% 8%

2%

Tele Vision Radio Fecebooke Youtobe Twitter Instagram No one above

Interpretation:

According to the map of this above, this survey report reveals that most of the people spend
their time in YouTube. Because, they depending on them for entertainment, communication,
information, learning,etc. 80% of people depending on digital media to spend more time.
18. Generally, you have seen plenty of ads in which media?

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Traditional 24 48%

Digital 26 52%

Analysis:

The above table shows on seeing the plenty ads, 52% of respondents seeing more Ads in the
digital media and 48% of respondents seeing more Ads in traditional media.

PERCENTAGE
Traditional Digital

48%
52%

Interpretation:

The map above is what it says, whatever the peoples choices are, it is inevitable to watch
advertises in both medium. So the people surveyed are right around the percentage of both
digital and traditional media. Yet 52 percent of respondents have chosen digital media.
19. A final review of the digital media advertising experience.

SL NO Particular No of respondent Percentage %

01 Excellent 10 20%
02 Good 38 76%
03 Average 2 4%
04 Bad 00 00%
05 Very bad 00 00%

Analysis:

Above table shows 20%of the respondent said the digital advertising experience is Excellent,
76%of the respondent said the digital advertising is good, and remaining 4% of the respondent
said it is average. None of them said the digital advertising experience is bad.
 80% 76%

70%

60%

50%

40%

30%
20%
20%

10%
4%
0% 0%
0%
Excellent Good Average Bad Very bad

Percentage %

Interpretation:

As every respondent’s opinion, finally this survey reveals that the quality and effect of the
digital media is better. 96% of people have felt the best of digital media advertisements.

20. A final review of the Traditional media advertisement experience

SL NO Particular No of respondent Percentage %

01 Excellent 12 24%
 02 Good 30 60%
03 Average 5 10%
04 Bad 3 6%
05 Very bad 0 0%

Analysis:

Above table shows 24% of the respondent said the traditional advertising experience is
Excellent, 60% of the respondent said the traditional advertising is good, 10% of the
respondent said it is average, and 6% of the respondent said it is bad. None of them said
traditional advertising experience is bad.

Percentage %
Excellent Good Average Bad Very bad

6%

10% 24%

60%

Interpretation:

Even 60% of people have felt better of traditional media advertisements, as every respondent’s
opinion finally this survey reveals that the quality and effect of the digital media is best.
Findings

 Product information reaches the end consumer more effectively through digital media.

 The most people say they get the help of digital media in today’s system to buy a
product.

 This survey suggests that digital media advertising is more effective or a consumer to
make a product purchase.
 TV is the more effective medium in traditional media, and the newspaper can be seen as
an effective medium.
 We can see from these entities that the most effective media in digital media is
You Tube.
 Advertising for new product marketing is delivering through both traditional and digital
media, but the reach of digital marketing is more effective than traditional media.
 After purchasing the product, the customer will know that digital media is the easiest
way for a customer to express their opinion.
 After purchasing the product, the customer will know that traditional media is not easier
way for a customer to express their opinion.
 Technological products like laptop, smart phones, etc, are being advertised more in
digital media and it is best way also.
 The position of company can be raised if it uses the social media platforms and it is best
for the company.
 The people like to see ads online and it is inevitable also.
 Even if a product is available online, most people do not want to go to the market place
and buy the product.
 In today’s system, the vast majority of people use smart phones and they know that
everyone does.
 The consumer has more choices in digital media than traditional media to get more
information of product and it let us select, order, cancel, and return product.
 Consumers use T.V, Newspaper, for product information least. The number of people
using traditional media for any product information is becoming low.
 In fact people spend most of their time on a smart phone. It means that they spend all
their free time online.
 The survey shows that most people spend most of their time on digital media such as
Facebook, Twitter, and other social networking sites. Most of them use youtube.
 Advertising must be seen in both traditional and digital media. But it is known that they
see more advertising in digital media.
 The vast majority of respondents commented that the final review of the digital media
advertising experience is good to see.
 A final critique of the traditional media advertising experience it look like a mixed
reaction to digital media. The survey reports that traditional media advertising is not
bad.
 CONCLUSION

IPOPI is a great marketing agency. Consumer trust is driven by high quality advertising. This
digital agency builds ads to suit the tastes of the clients and gain their trust. It has workers who
are hoping to commitment.

A study of this topic will help you understand the difference between Traditional marketing
and Digital marketing and the techniques of marketing strategies.

The study of traditional media such as Newspaper, TV, Radio, Billboard, etc., gives an
understanding of the effective growth of the media and the different strategies they use to
inform consumers of a product. Advertising tactics in TV media the techniques used in
newspaper media are different. TV media can reach more people in a short period of time,
effectively impacting people. It makes it easier for people to grasp information about the
product. Television media has the power to use visual media, create attractive ads, and capture
people’s attention. Newspapers also reach out to the public by joining their readership every
day. The lifespan of the newspaper is so short that the ads in this medium are not very
effective. These advertisements fail to reach an especially illiterate group.

Advertisements in traditional media are just as effective and costly. In order to post an
advertisement in TV media, it takes 30 to 60 seconds, which is very expensive. It can also be
expensive to get a fixed amount of space in print media.

Digital media such as Search Engine Marketing, Search Engine Optimization, Social Media
Marketing, Content Marketing, etc. are different versions of traditional marketing. These are all
digital driven marketing tools. With the increasing emphasis on digitization around the globe,
especially in the developing and developing countries, where each sector is leading do
digitization, people are turning to digital media without their knowledge.

Search engine marketing is a strategy of digital marketing, which is a way to rank the search
results of websites through paid advertising. Search engine optimization is a technique used in
digital marketing. This strategy also creates traffic on our website. Content marketing can help
people create and deliver the things they need. Using Search engine optimization can
organically increase our website traffic. In addition to providing people with search content,
they can also post advertisements on the same website, giving people comprehensive
information about products. Social media marketing is also a part of digital marketing, and
today’s generation of people spend most of their time on social networking sites such as
Fecebook, You tube, Instagram, Twitter. Using this interest of the people, they can effectively
advertise there. When a company comes to the social media platform, that company’s position
in the marketplace is positively changing. The use of social media marketing can effectively
increase website traffic. All of the techniques of digital marketing complement one another,
deliver advertising to the masses and increase product sales.

Digital and Traditional are both part of marketing. People today have spent almost all of their
lives digitally. The time has come for people to go to the market and learn about the product.
Though digital media, all the information can be found in a sitting area. The use of traditional
media is declining due to the growing impact of digital media. Considering this, advertising
media is increasingly impacted by digital.