COMPREHENSIVE PROJECT (CP)

TO P I C : - P UB L I C O P I N I O N TO WA RD S
A DV E RT I S I N G I N BH AR U C H C I T Y

G U I D E D B Y : - D R . S U BH A S YA DAV

P R E PA RE D B Y : - PATE L D H R U V
VAD A D O RI YA NI K U N J
 Introduction

 Advertising Definition:-
“Advertising is a means of communication
with the users of a product or service. Advertisements are
messages paid for by those who send them and are
intended to inform or influence people who receive them,
as defined by the Advertising Association of the UK”
Advertising is always present, though people may not be
aware of it. In today's world, advertising uses every
possible media to get its message through. It does this
via television, print (newspapers, magazines, journals
etc), radio, press, internet, direct selling, hoardings,
mailers, contests, sponsorships, posters, clothes, events,
colours, sounds, visuals and even people (endorsements)
 ADVERTISING MEDIA

The most brilliant and original advertising ideas will be

wasted if they are not presented through the right media
in the right place and at the right time
An advertising media is a means or vehicle of
delivering a definite message
Advertising is the integral part of our daily life
 The contribution of print media in providing
information and transfer of messages is remarkable
 Types of Advertisement

 The ten common types of advertising are:-

 Display ads,
 Social media ads,
 Newspapers and Magazines,
 Outdoor advertising,
 Radio and Podcasts,
 Direct mail, Video ads,
 Product Placement,
 Event marketing and Email marketing.
 TYPES OF PRINT MEDIA

Newspaper
Magazines
Outdoor Advertising Media
1. Poster
2. Hoardings
3. Transit advertising
4. Electronic media
Conceptual Model
 LITERATURE REVIEW

YEAR Author Title Of Main Objective Findings of the study

Research of the study

1995 Stephanie Attitudes To To this article compares Differences in attitudes also emerged
O’Donohoe Advertising : A British and American between the two cultures, meriting
review of british literature on public attitudes concern at the heavy reliance on
and American to advertising in general. American surveys—and theories—in
research Overall levels of approval the general field of advertising
are examined, as is research
identifying and describing
attitudinal dimensions
2007 Soo jiuan Tan & Understanding To the relationship between We found a significantly negative
Lily Chia media effects on the general attitude towards reciprocal relationship between
attitude towards advertising and the attitude ATV and APRINT, a significantly
advertising towards advertising in positive reciprocal relationship
specific media: television between ATV and AG, and a non-
and print. significant relationship between
APRINT and AG
2007 Beth Harben Attitude Towards Fashion To This study examines Results showed that
& Advertisements With Political consumers’ attitudes attitude towards
Soyoung Kim Content : oimpact of opinion towards fashion advertisements with
leadership and perception of advertisements with political content was
advertisement message political content with influenced
respect to fashion and significantly by the
political opinion viewer's political
leadership, political views and agreement
views, perception of with the
advertisement message advertisement
and product attitude. message, but not by
political opinion
leadership.
2008 Tawzoon Park Effective Advertising On Mobile To the paper discusses the A case studies is
& Phones: a literature review and traits of online collected and
Rashmi Shenoy presentation of results from 53 case advertisements and categorised based on
& studies comparison to other product category,
Gavriel Salvendy advertising media. It also business object, target
presents the overview of audience and
different conceptual advertisement type.
models for advertising and Four observations are
suggests a conceptual made from the case
model for mobile phone studies in the
advertising viewpoint of the three
factor framework
2010 Friman & Julia Consumer Attitude Towards To the purpose of this The results of the study
Mobile Advertising research is to study the highlight the
consumer view of mobile importance of utilizing
advertising in order to customer data in the
discover how consumers design of mobile
in Finland perceive advertising campaigns.
mobile advertisements When the mobile
advertiser has the
possibility to target
actual needs of
customers based on
existing customer data,
attitudes toward
mobile advertisements
are likely to be positive.
This implies that
mobile advertising
should be based on
service rather than
selling.
 RESEARCH METHODOLOGY

Rational of the study

Nowadays, the effectiveness and crucial part of the
advertisement declined day by day.
Our research is important for the company as well
as the customer.
When our research/study done than the survey
find that consumers are willing to pay, purchase
intention, brand attitude and advertisement is the
effective factor or not
 Objectives Of The Study

To know personal use factors.

To know societal factors.
To know public opinion towards advertising.
To study the recall rate of public about advertising.
To find out perception and opinion of different segment of
consumer for advertising.
To offer suggestions and recommendations to the
advertiser for the effective advertising.
To ascertain the effectiveness of advertising in
marketplace
 Limitation Of The Study

 Due to time constraint the researcher is unable to cover more

respondents.
 The study covers only public opinion but not the manufacturer.
 The information provided by the respondent is the personal
opinion of the users and do not have any chances for bias.
 This result might be affected by problem of data collection such as
faulty question, inexact answer and inappropriate knowledge of
respondents.
Research Design
Descriptive research was conducted in this study to make
the research effective and useful to the needy

Collection Of Data
Both primary and secondary data was collected in this
research work

Secondary Data
Secondary data was collected from the journals and
magazine published in the related topics
Sample Selection
The sample (i.e. samples size 300) were selected among the Bharuch.
The sample were chosen from the population, by using convenience
sampling technique (i.e. Non-probalility sampling technique), because the
exact population size is unknown

Study Period
The study period for the research work has to be undertaken during the
fourth semester

Study Area
The study area for the research work in Bharuch city
DATA ANALYSIS AND INTERPRETATION

Gender
Education
111

80
Female
73

40

19
Male
177

12th Graduate Post Prof. Cources

Graduate
 Occupation Family's Income in Rs.(Per month)
90
80
25%
70
60 10%
24%
50
40
30 40%

20
10
0
Job Business Prof. Practices Student
<20,000 20,000-35,000 36,000-50,000 >50,000
 What are the various source of advertising that you are According to you which is the most important
aware of ? medium for effective advertising please rank from 1
to 6. (1 being most important and 6 least important).

Any other 0 4.5 4.65

4 4.24
Website 38.8
3.5
Internet 66
3

Mobile 78.8 2.5 2.68 2.64

2.45
Outdoor 50.8 2 2.19
Mean
1.5
Magazine 38.4
1
Newspaper 86.4
0.5

Tv 82 0

ile

e
r

or

e
Tv

sit

in
pe
0 10 20 30 40 50 60 70 80 90

ob

do

az
eb
a
sp

ut
M

ag
w
O
ew

M
et
N

rn
te
Percent

In
 How much average time spend on the below How much time on an average you spend on watching
mention media? advertisement? (All Media).
180
 

160
 
140

120
3% 2%
100
9%
80
0-10 Min.
11-20 Min.
11%
60 42% 21-30 Min.
31-40 Min
40
41-60 Min.
20 >60 Min.
34%
0
Tv ne e p el
i on to av
az h a p
Tr
ag il eP r/
L
M te
r/ ob u
a pe M m
p
sp Co
ew
N
 Advertising is essential Advertising is a valuable source of information about
local sales

120
140

100
120

80 100

80
60
60
40
40

20 20

0
0 e e e e
re re e re re
g re g
Ag g
e

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e

g
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sa sa
re

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yA a
re

is i i
Ag

Ag

ag

ag

l
ag

D D
ng D
is

is

ly
is

r
ly

ro
D

o
ng
D
ng

t ,N
ly
or

S o
ro

r
ng

e
St
,N

e
St

gr
ro
ee

St

A
gr

er
A

th
er

ei
th

N
ei
N
 In general, advertising is misleading Quite often advertising is amusing and
entertaining

120
100
100 90
80
80 70
60
60
50
40
40
30

20 20
10
0 0
e e e e e
re re re re re
e
e

e
e

re
re

re

re

g g g g
re

A A ag a a
Ag

ag
Ag

ag

is is
ag

ly is
is

is

D D
is
ly

ng D
D

y
D

r
ng

ro o gl
ly
or

t
ro

,N n
ng

S ro
,N
St

e
St
ro

re
ee

St

g
gr

A
er
A
er

th
ei
th
ei

N
N
 Most advertising insults the intelligence of the From advertising I learn about fashion and about
average consumer what to buy to impress others
100

90 90

80 80

70 70

60 60

50 50

40 40

30 30

20 20

10 10

0 0
e e e e e
re re re re re
e
e

e
e

g g g g
e

ag
re
re

re
re

sa sa
re

A A
is
Ag
Ag

ag

ag

ly i i
ag

D D
ng D
is

is
is
ly

or y
gl
D

yD
D

ro
ng

t ,N n
or

S
gl
ro

ee ro
,N

St
St

ro

r
ee

g
St

rA
gr

e
A

th
er

ei
th

N
ei
N
 Advertising helps raise our standard of living Advertising tells me which brands have the
features I am looking for
80
120
70
100
60

50 80

40 60

30
40
20
20
10

0
0 e e e e
re re e re re
g g g re g g
e
e

e
e

A A sa sa
re
re

re
re

a
re

ly is i i
Ag
Ag

ag

ag
ag

D D
ng D
is

is

or y
is
ly

o gl
D

D
D

r
ng

St ,N n
ly
or

ro
ro

ee
ng

St
,N
St

r
ro

g
ee

St

A
gr

er
A

ti h
er

e
th

N
ei
N
 Adverting promotes undesirable values in our society Advertising makes people buy unaffordable products
just to show off
90
80
80
70
70
60
60
50
50
40
40
30
30
20
20
10
10
0
0 e e e e
re re e re re
g g gre g g
e
e

e
e

A A sa sa
re
re

re

re

a
re

ly is i i
Ag

Ag

ag

ag
ag

D D
ng D
is

is

y
is

or
ly

o gl
D

D
D

r
ng

St ,N n
ly
or

ro
ro

ee
ng

St
,N
St

r
ro

g
ee

St

rA
gr

e
A

th
ei
er
th

N
ei
N
 Sometime advertisements are even more enjoyable Advertising help me keep up to date about
than other media contents product/services available in marketplace
100

90 140
80
120
70
100
60
80
50

40 60

30 40
20
20
10
0
0 e e e e e
g re re re re re
yA Ag sa
g
sa
g
sa
g
e
e

i
e

i
re
re

re

re

l i
re

D D
ng D
Ag

Ag

ag

ag
ag

or y
ro gl
is

is
is
ly

t N n
D

D
D

S
ng

e, ro
ly
or

e St
ro

ng

gr
,N
St

ro

A
ee

er
St
gr

ti h
A

e
er

N
th
ei
N
 Because of advertising, people buy a lot of things they In general, advertising promotes competition,
do not really need which benefit the consumer
90

80 80

70 70

60 60

50 50

40
40
30
30
20
20
10
10
0
ee e e e e
0
gr re re re re
A Ag sa
g
sa
g
sa
g
e

e
e

y i i
e

l i
re

re

re

re
re

D D
ng D
Ag

Ag

ag

ag

y
ag

o or gl
is

is

r
is
ly

St N n
D

D
D

e, ro
ng

ly

St
or

e
ro

gr
ng
,N
St

A
ro
ee

er
St
gr

ti h
A

e
er

N
th
ei
N
 Some products/services promoted in advertising
My general opinion of advertising is unfavourable
are bad for our society

100

90 80

80 70

70 60

60 50
50 40
40 30
30
20
20
10
10
0
0 e e e e e
re re re re re
yA
g Ag sa
g
sa
g
sa
g
e
e

e
e

i i
e

re
re

re

re

l i
re

D D
ng D
Ag

ag
Ag

ag
ag

or y
ro gl
is

is
is
ly

t N n
D

D
D

S
ng

e, ro
ly

St
or

e
ro

ng

gr
,N
St

ro

A
ee

er
St
gr

ti h
A

e
er

N
th
ei
N
 Overall, I consider advertising a good thing

120

100

80

60

40

20

0
e e e e e
g re g re re g re g re
g
ly
A A
is
a i sa i sa
D D
ng or
D y
tro n gl
S ,N ro
ree St
g
erA
th
ei
N
 Hypothesis

Gender :- (Mann Whitney U test)

Education
Occupation :- (Kruskal – Wallis Test)

Family Income :- (Kruskal – Wallis Test)

 FINDINGS

 We found that 216 respondent are aware about the Newspaper. so that
newspaper is effective source of advertising
 We found that advertising is source to learn about new fashion and
upgrade product
 In our research, 71 respondent like to spend more than 60 min on mobile
phone
 Our research shows that advertising are even more amusing than other
media content
 We found that 113 respondent think to agree for advertisement essential
 Throughout our research, for local sales, Advertising is Valuable source of
information in market
 SUGGESTIONS

 Advertising industry should follow the ethics. Ethical advertising

will build confidence among general public
 Advertising industry try to make advertising with creative logo,
tag line, colour, design and music it attract the public
 When you make advertisement give all the information about
product & services
 Make your advertisement more amusing and entertaining it will
help to spread advertising
 In your adds, target to young generation because they aware
about current scenario
 CONCLUSION

 After studying the public opinions towards advertising, we

understood that advertising very important factor for any
company
 The research outcomes also indicate that current trade in
advertisement diversified to internet and social media
 In conclusion, the future of advertisement, while challenging, is
right and unlimited. As unlimited as the imagination of the
marketing communication professionals who are constantly
seeking more effective and efficient means to promote the brands
and companies they represent
Thank You