Btl-dissertation Final Report

7/27/2019 Btl-dissertation Final Report

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Dissertation Project Report

On

A comprehensive study of below the line (BTL) activities inmedia and entertainment (A special case study of National Capital

Region)

By

Ishita AroraA0101911182

MBA Class of 2013

Under the Supervision of

Mr. Vivek S. Tomar

Assistant Professor

Department of Marketing

In Partial Fulfillment of the Requirements for the Degree of

Master of Business Administration

At

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA

2013


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DECLARATION

Title of Project Report:A comprehensive study of below the line (BTL)

activities in media and entertainment (A special case study of National Capital

Region)

I declare

(a) That the work presented for assessment in this Dissertation Report is my

own, that it has not previously been presented for another assessment and that my

debts (for words, data, arguments and ideas) have been appropriately acknowledged.

(b) That the work conforms to the guidelines for presentation and style set out

in the relevant documentation.

Date : Ishita Arora

A0101911182

MBA Class of 2013


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CERTIFICATE

This i s t o he reby to c er t i fy that Ishita Arora student of Masters of

Business Administration at Amity Business School; Amity University Uttar Pradesh

has completed the Project Report on A comprehensive study of below the line

(BTL) activities in media and entertainment (A special case study of National

Capital Region) under my guidance.

Vivek S.Tomar

Assistant Professor

Department of Marketing


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ACKNOWLEDGEMENT

First and foremost, I would like to thank my faculty guide, Mr Vivek S.Tomar, for

allowing me to undergo internship under his guidance and supervision. It gave me an

opportunity to participate and learn a great deal about the various promotional

strategies used by the marketers currently, especially about the various below-the-line

promotional strategies used in the media.

His willingness to motivate me contributed tremendously throughout my project. I

would also like to thank him for guiding me with some examples that related to the

topic of the project, for suggesting alternative solutions & sharing their valuable

experience & knowledge with me, and also for facilitating me in gaining practical

knowledge.

I would also like to thank all those who participated in my survey because of which I

was able to complete the project. Finally, an honorable mention goes to my family

and friends for their understanding and support in me in completing this project.


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TABLE OF CONTENTS

DECLARATION...............ii

CERTIFICATE.............iii

ACKNOWLEDGEMENT................iv

LIST OF TABLES...............vii

LIST OF FIGURES...................ix

ABSTRACT.......x

1. INTRODUCTION......................................................................................................1

1.1 Rationale of the Study..............11.2Theoretical Framework...................................1

1.2.1 Background of the study.... ...1

1.2.2 Various campaigns taken into view...............................4

1.2.3 Word of mouth marketing.................................10

1.3 Main Objectives.....................................................................................12

1.4 Research Hypothesis................................................................................12

2. REVIEW OF THE LITERATURE.........................................................................13

3. RESEARCH METHODS AND PROCEDURES....................................................19

3.1 Purpose of the Study...........19

3.2 Research Design.....19

3.3 Research Questions........19

3.4 Research Hypothesis..20

3.5 Participants.........20

3.6 Data Collection technique and procedure..20

3.7 Instruments Used............21

3.8 Tools Used..........21

3.9 Limitations..21


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4. DATA ANALYSIS AND FINDINGS ................................22

4.1 Findings .........22

4.2Summary of Findings.............42

5. CONCLUSIONS AND RECOMMENDATIONS.......44

5.1 Recommendations .............44

5.2 Conclusion......45

REFERENCES.....46

Web Resources.............47

APPENDIX..48


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Lis t o f Table s

Table No . T i t l e Page No .

Table 4 .1 Demo g rap h y An a ly s i s 2 2

Table 4 .2 Freq u en cy o f lo g g in g o n to in t e rn e t

ev ery week

2 3

Table 4 .3 Freq u en cy o f t ime sp en t o n in te rn e t p e r

d a y

2 3

Table 4 .4 Freq u en cy o f p re fe r red emai l acco u n t 2 4

Table 4 .5 Freq u en cy o f n o . o f memb ers u s in g a

so c ia l n e two rk

2 4

Table 4 .6 Freq u en cy o f p r imary so c ia l n e two rk in g

s i t e

2 5

Table 4 .7 Freq u en cy o f t ime sp en t o n o n l in e so c ia l

n e two rk p e r d ay

2 5

Table 4 .8 An aly s i s o f L ik e r t sca le q u es t io n s 2 6

Table 4 .9 Freq u en cy o f camp aig n s th a t p eo p le a re

a w a r e o f

2 9

Table 4 .10 Freq u en cy o f mo t iv a t io n to b y th e

p r od u c t b e c au se o f t h e j in g l e

3 0

Table 4 .11 Freq u en cy o f i f p eo p le sh a red su ch

j i n g l es th r ou g h t he i r s o c i a l n e t wo rk

3 1

Table 4 .12 Freq u en cy o f f ac to r s mak in g p eo p le

sh are su ch so n g s

3 1

Table 4 .13 Co rre la t io n T ab le 1 3 2

Table 4 .14 Co rre la t io n T ab le 2 3 4


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Table 4 .15 Cro ss tab t ab le 1 3 5

Table 4 .16 Cro ss tab T ab le 2 3 6



Table 4 .19 Hy p o th es i s T es t in g 3 8


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Lis t o f F igures

F igure No . F igure Name Page

No .

F igure 1 .1 Hare k f r i en d za ro o r i h o ta h a i camp aig n 4

Figure 1 .2 Jo mera h a i wo t e ra h a i camp aig n 6

Figure 1 .3 Ho n ey Bu n n y Camp aig n 7

Figure 1 .4 Vo d afo n es camp aig n s 8

Figure 1 .5 Z o o zo o camp aig n 1 0


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I sh i t a Arora

A COMPREHENSIVE STUDY OF BELOW THE LINE (BTL)

ACTIVITIES IN MEDIA AND ENTERTAINMENT (A SPECIAL CASE

STUDY OF NATIONAL CAPITAL REGION).

Abstract

The objective of the project was to study the various below the line activities carried

out by the marketers using media and entertainment as the sources. The media and

advertising source considered here is primarily social media as it is the most

upcoming form of advertising.

There are two kinds of marketing strategies that can be used to promote any product:

above-the-line (ATL, essentially advertising in the mass media) and below the

line (BTL). These category names reflect the business practices of advertising

agencies. Other forms of promotion-events, direct marketing, email promotions, text

message promotions, premiums, price reductions, public relations, activities,sponsorships, trade shows exhibitions, sales literature and catalogues- come in the

category of BTL activities.

This paper considers the BTL activities which are used in media and entertainment.

They include word-of-mouth marketing, email promotions and text message

promotions. A survey on viral marketing is also included which helps us in

configuring out what were the essential features of a jingle which made it viral.

The paper includes a study on the consumer understanding towards the word-of-

mouth features in the social media. If the consumers are affected by them and to what

extent are they affected. The paper finally tells if these activities help in understanding

and changing the buying behavior of the consumers or not.


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CHAPTER 1: INTRODUCTION

1.1Rationale of the StudyThis study is intended towards BTL activities which media and entertainment

industries can use for their effective promotion as it will benefit the media and

entertainment industry to become more cost-effective and target to a specific audience.

BTL initiatives act like traditional direct marketing efforts- they aspire to establish

targeted relationships between marketers and individual consumers. These strategies are

now recognized as economical, unique, and personal ways to achieve cut -through in

the supersaturated advertising environment.

1.2 Theoretical Framework

1.2.1 Background of the Study

Advertising is a form of communication for marketing and used to encourage or

persuade an audience (viewers, readers or listeners; sometimes a specific group) to

continue or take some new action. Most commonly, the desired result is to drive

consumer behavior with respect to a commercial offering. In Latin, ad vertere means to

turn the mind toward. The purpose of advertising may also be to reassure employees or

shareholders that a company is viable or successful. Advertising messages are usually

paid for by sponsors and viewed via various traditional media; including mass media

such as newspaper, magazines, television commercial, radio advertisement, outdoor

advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their

products or services through "branding," which involves associating a product name or

image with certain qualities in the minds of consumers. Noncommercial advertisers who

spend money to advertise items other than a consumer product or service include political

parties, interest groups, religious organizations and governmental agencies. Nonprofit


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organizations may rely on free modes of persuasion, such as a public service

announcement (PSA).

Above the line (ATL), below the line (BTL), and through the line (TTL), in

organizational business and marketing communications, are advertising techniques, or

different strategies companies use to sell their products.

In a nutshell, while ATL communications use media that are broadcast and

published to mass audiences, BTL communications use media that are more niche

focused. While both ATL and BTL communications can be used to either build brand

awareness or drive sales through specific offers (promotions), it is BTL communication

that gives the marketer the ability to tailor their messaging in a more personal manner to

the audience. ATL promotions are also difficult to measure well, while BTL promotions

are highly measurable, giving marketers valuable insights into their return-on-investment.

These insights can then be used to inform the next BTL communication to the audience

and tailor the messaging based on the feedback received.

"Through the line" refers to an advertising strategy involving both above and

below the line communications. This strategic approach allows brands to engage with a

customer at multiple points (for example, the customer will see the television

commercial, hear the radio advert and be handed a flyer on the street corner). This

enables an integrated communications approach where consistent messaging across

multiple media creates a customer perception.

Above the line sales promotion

ATL is a type of advertising through media such as television, cinema, radio,

print, and Out-of-home to promote brands or convey a specific offer. This type of

communication is conventional in its nature and is considered impersonal to customers. Itdiffers from BTL advertising, which uses unconventional brand-building and promotional

strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and

printed media (for example brochures). It is much more effective than when the target

group is very large and difficult to define.


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Advertising agencies, initially, made commission from booking media

(Television, cinema, radio, press, out-of-home and magazines). As below the line had no

media involvement there was no commission to be made for the advertising agencies.

The accountants thus labeled the different media ATL and BTL depending on where it

would sit in the balance sheet and profit and loss accounts (ATL where they made a profit

and BTL where they did not) Since then, models have changed and clients are no longer

charged for their media in that way.

The line

For some marketers the "line" divides the realm of "Awareness or Attention

focused marketing" and that of "Interest + Desire focused marketing". Since audience

numbers in the Interest and Desire phase of the AIDA sales model narrow down to a

fraction of the Awareness audience, the line could be drawn right below the awareness

set of activities.

In other words, the Line refers to the profit line of the agency, with above the line

activities being more profitable (or at least profitable) for advertising agencies, and below

the line activities of little value to agencies since they didn't involve large budgets and

hefty kickbacks from media buying houses.

Sales promotion

Below the Line uses less conventional methods than the usual specific channels of

advertising to promote products, services, etc. than Above the Line strategies. These may

include activities such as direct mail, public relations and sales promotions for which a

fee is agreed upon and charged up front. Below the line advertising typically focuses on

direct means of communication often using highly targeted lists of names to maximize

response rates.

In addition, above the line is much more effective when the target group is very

large and difficult to define. But if the target group is limited and specific, it is always

advisable to use BTL promotions for efficiency and cost-effectiveness.


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Through the line

More recently, in the past 5 to 6 years, agencies and clients have switched to an

"Integrated Communication Approach", or "through the line" approach. In the TTL

approach, a mix of ATL and BTL are used to integrate a marketer's efforts and optimize

returns from these separate investments.

Below-the-line promotion involves promotional techniques which aim to reach

consumers more directly and which are more within the organizations control. Below-

the-line promotions include different and interesting ways of connecting with targeted

groups.

1.2.2 Various viral campaigns taken into view

Airtel- Har ek friend Zaroori Hota Hai Campaign

Figure 1.1- Har ek friend zaruri hota hai campaign

Airtel founded in 1992, by Sunil Bharti Mittal when the Bharti group won a bid tobuild a cellular phone network in Delhi. In 1995, Bharti Mittal incorporated the cellular

operations as Bharti Tele-Ventures and launched service in Delhi. In its earlier years like

other service providers Airtel had its own share of problems, but under the leadership of

Sunil Mittal, Airtel overcame all the challenges and by 2005 (in less than 10 years) Airtel

had a pan India presence and was offering services in remote location like Andaman and


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Nicobar. Today, Airtel is the largest cellular service provider in India and the third largest

in the world.

Airtel was the first player in India to offer some niche services like BlackBerry,

Call Back tunes, personalized ring tones and had some of the biggest names like Sachin

Tendular, A. R Rahman, Sharukh Khan on board to promote itself, yet it was behind

Vodofone in postpaid category or the corporate sector.

Promotional strategy- Airtel always backed on relations or human emotions in

their communication, small child speaking to his father who is in Delhi over a toy phone

as his mother did not allow him to play, spoke all about human emotions and

relationships.

Failed campaign- Airtel which was enjoying a near monopoly in pre-paid and

among youths decided to target corporate as well as post-paid subscribers with its new

communication. In 2010 Airtel decided to rebrand with a new logo and new signature

tune and it launched Dil Jo chaahe paas laye campaign. The campaign failed to

accomplish what it was supposed to.

BTL campaign- In August 2011, the brand launched its Har ek friend zaroori

hota hai campaign with the same old signature tune which was modified and re-

established itself among the youth as an out-and-out friendship brand. The task back

was to make the brand more contemporary and youthful. The communication leveraged

on emotions (friendship) as well as the product (mobile phones) which connect all of

them. The campaign was a runaway success and everyone was again humming the tune.

Since then, all of Airtels campaigns have been inspired by the theme of friendship.

In Marketing the Product and Promotion (Two Ps) are directly associated with a

third P that is People. Through Promotion content an association is created betweenPeople (Consumer) and the Product (Tangible or Intangible). Once this association it is

very difficult to change People (consumers) perception about the product. Consumers

could not associate with Dil jo chaahe paas laaye campaign as it did not speak about

any human emotion nor could consumers associate with Airtel as everything was new in

it right from Logo, theme as well as the signature tune, while as Har ek friend zaroori


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hota hai spoke about the very fundamental emotion of love and friendship and the

signature tune gave a recall factor which again associated the consumers with Airtel

rather than alienating them.

Airtel- Jo mera hai wo tera hai

Figure 1.2- Jo mera hai who tera hai campaign

Taking its friendship theme forward, telecom brand Airtel has released an ad

campaign titled 'Jo mera hai woh tera hai', that conveys the insight that friendship equals

sharing.

Crafted by Taproot India, the campaign has at its centre a film that has been

released on TV (65 seconds) as well as online (105 seconds on YouTube). The

picturisation is vibrant, peppy, colourful and pretty much bursting with youth, and the

upbeat mood of the ad is complemented by an anthem that has started creating quite a

buzz on the digital space.

The new television commercial (TVC) emphasises the importance of internet in

strengthening the bond of friendship. The tempo in the ad picks up as an energetic bunch

of young adult gets rocking on an open-top, double-decker bus, celebrating the way they

can share their lives via the internet

BTL Activity:- The TVC is supported by digital as well as on-ground activation.

Through a Facebook event leading to the launch of the TVC, Airtel generated a virtual

friendship band, touted as the longest in the world, that helped create a lot of buzz around


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the new campaign. Airtel saw more than 1,80,000 people downloaded the app, with 12.6

million friends putting on the virtual band.

Ideas Honey Bunny Campaign

Figure 1.3- Honey bunny campaign

On December 1, the Aditya Birla group company launched its new ad campaign

Idea Rings All India after running a high-intensity teaser campaign for three days.

The jingle caught on much faster than expected, with many humming it and some making

it their Facebook and e-mail status.

In February 2012, the Supreme Court cancelled Idea Cellulars 13 licenses, of

which seven were operational. During the spectrum auction in November, the company

won spectrum in eight circles, which included seven circles where its licenses were

cancelled. Idea Cellular, the countrys fourth largest operator by subscriber base, now has

operations across all the 22 telecom circles.

The Honey Bunny page on the companys Web site recorded more than one

million visits during the first nine days of the campaigns launch. The YouTube page got

about 1.9 lakh views, while the Facebook page received more than 2,000 likes.

The campaign, Idea Rings All India, involves radio, TV, digital (social

networking sites such as YouTube, Twitter and Facebook), cinema theatres and outdoors.

However, print is the one medium missing from the campaign.


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Vodafones Zoozoo campaign

Figure 1.4- Vodafones campaigns

ZooZoo was created to promote the value added services ( VAS) of Vodafone.

Vodafone was trying hard to capture the VAS Space because it is a potential cash cow for

cellular companies.

Vodafone also wanted to make the most of the IPL season 2. Although IPL is a

crowd puller, it is also a marketer's nightmare because of the clutter. IPL attracts all the

deep pocket advertisers and to stand out, one needs to think out of the box.


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Thus ZooZoo was born. ZooZoo is a semi alien semi-human character living in an

earth-like place ( lot of which is left to the viewer's imagination).These are very very

simple beings who are very expressive. They laugh aloud , cry loud and have a childlike

simplicity around them. ZooZoo also highlights the power of storytelling. Each ad tells a

very simple story.

Another factor that aided the success of ZooZoo is the scale of the

campaign.Reports suggest that there were around 25 different ads of ZooZoo that aired

during the IPL season. This unprecedented scale has kept the curiosity high among the

viewers. It has infact dwarfed all the other advertisers in that season.

BTL activity:- Vodafone has taken ZooZoo beyond advertising. The fanclub in

the facebook page of ZooZoo has already touched 70,000 and counting. The brand has

comeout with an interactive quiz that shows the type of ZooZoo a person is.

There are also mobile downloads of wallpaper, screensaver etc.

All these have transformed into a great viral movement. There was already a

plethora of mail forwards and blog posts celebrating ZooZoo. Vodafone has benefitted

immensely by this campaign. It caught the attention and fancy of the consumers, aroused

curiosity, told stories and made people retell the story.


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Figure 1.5- Zoozoo campaign

1.2.3 Word of Mouth Marketing

Word-of-mouth marketing (WOMM, WOM marketing), also called word of mouthadvertising, is an unpaid form of promotionoral or writtenin which satisfied

customers tell other people how much they like a business, product, service, or event.

According to Entrepreneur Media, word-of-mouth is one of the most credible forms of

advertising because people who don't stand to gain personally by promoting something

put their reputations on the line every time they make a recommendation.


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Concepts

Buzz

Marketing buzz or simply "buzz" is a term used in word-of-mouth marketing

the interaction of consumers and users of a product or service serves to amplify the

original marketing message. Some describe buzz as a form of hype among consumers, a

vague but positive association, excitement, or anticipation about a product or service.

Positive "buzz" is often a goal of viral marketing, public relations, and of advertising on

Web 2.0 media. The term refers both to the execution of the marketing technique, and the

resulting goodwill that is created. Examples of products with strong marketing buzz upon

introduction were Harry Potter, the Volkswagen New Beetle, Pokmon, etc.

Viral effects

Viral marketing and viral advertising are buzzwords referring to marketing

techniques that use pre-existing social networks to produce increases in brand awareness

or to achieve other marketing objectives (such as product sales) through self-replicating

viral processes, analogous to the spread of virus or computer viruses. It can be word-of-

mouth delivered or enhanced by the network effects of the Internet. Viral promotions

may take the form of video clips, interactive Flash games, Advergames, ebooks,

brandable software, images, or even text messages. The goal of marketers interested in

creating successful viral marketing programs is to identify individuals with high Social

Networking Potential (SNP) and have a high probability of being taken by another

competitorand create viral messages that appeal to this segment of the population.

The term "viral marketing" has also been used pejoratively to refer to stealth marketing

campaignsthe unscrupulous use of astroturfing on-line combined with undermarket

advertising in shopping centers to create the impression of spontaneous word-of-mouth

enthusiasm.


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1.3 Main Objectives

The main objectives and the purpose of the research paper are as follows:-

i. To identify the various BTL activities used by the existing marketersii. To identify if these activities help the marketers target their product to the

niche segment

iii. To study if these activities are able to generate more awareness andparticipation by the target audience.

1.4 Research Hypothesis

H0:- BTL activities in Media and Advertising do not have an impact on the

Recall, Participation and Respone of the target audience

H1:- BTL activities in Media and Advertising does have an impact on the Recall,

Participation and Respone of the target audience


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CHAPTER 2REVIEW OF THE LITERATURE

Russel Jennie(2010) suggested in a white paper titled, Evaluate the Effectiveness

of Social Media Marketing on Hotels, that, the internet has forced companies to

transform themselves to be more interactive, innovative and efficient as the online

consumer is more active, demanding and in control; if unhappy about a service the

hotels reputation can be damaged as negative information posted online is instant and

public; sharing their opinion with hundreds of thousands of potential customers.

However, savvy marketers are increasingly using social media to let guests sell their

hotels, which is authentic marketing at its best. Marketers need to implement dedication,

time and resources in social media marketing to be successful and stay ahead of their

competitors; most hotels lack the resources required to effectively implement social

marketing strategies.

This paper presents the results of an exploratory study on the different

perspectives of social media marketing. It was found that some hotels have more

developed social media marketing strategies than others but all are willing to learn and

develop. Consumers had mixed opinions on social media marketing which lead to calls

for recommendations to be derived from secondary research for the effective use of social

media marketing.

Rosemary Thakery et al., (2009), suggested in their white paper titled,

Enhancing Promotional Strategies Within Social Marketing Programs:Use of Web 2.0

Social Media, that, the Internet based applications, in which users control

communication, enhances promotional efforts within social marketing campaigns. It can

directly engage consumers in the creative process by both producing and distributing

information through writing, content sharing, social networking, etc. It also enhances the

power of viral marketing by increasing the speed at which consumers share experiences

and opinions with progressively larger audiences. However, as strategic issues such as

priority audience preferences, selection of appropriate applications, tracking and

evaluation, and related costs are carefully considered, social media will expand to allow


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marketers more direct access to consumers with less dependency on traditional

communication channels.

W. Glynn Mangold, David J. Faulds explained in their white paper titled, Social

media: The new hybrid element of the promotion mix, that, the emergence of Internet-

based social media has made it possible for one person to communicate with hundreds or

even thousands of other people about products and the companies that provide them.

Thus, the impact of consumer-to consumer communications has been greatly magnified

in the marketplace. This paper argues that social media is a hybrid element of the

promotion mix because in a traditional sense it enables companies to talk to their

customers, while in a nontraditional sense it enables customers to talk directly to one

another. The content, timing, and frequency of the social media-based conversations

occurring between consumers are outside managers direct control. This stands in

contrast to the traditional integrated marketing communications paradigm whereby a high

degree of control is present. Various methods used for this are using blogs, social media

tools, and promotional tools to engage customers.

Sanjeev Singhal and Dr Rajendra Singh suggested in their white paper titled, A

Study of Viral Marketing - Need Of Y Generation Customers, showed the impact of

viral marketing in the current competitive market. As per the survey conducted and the

results reviewed it was implied, Viral Marketing is a new emerging technique in the

current scenario of the marketing world. This can be and should be used in all the sectors

as this is the most economic and effective tool that has the potential to boost the

promotion campaign up to an extremely great extent. The services and the benefits of this

technique can be offered to all the sectors.

Chittenden Lisa, Rettie Ruth (2002) suggested on a white paper titled, An

evaluation of E-Mail Marketing and factors affecting response, that, the advent of

Internet created a new channel for marketing. E-mail changed the way of how, why and

what people communicate to one another. And so, the marketers have started to replicate

their offline advertising methods to online ones. Communication through Internet is

easier, cheaper and quicker, also, E-mail offers one to one marketing, and thus is more

appealing to the marketers. E-mail helps them to establish two way channel for


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communication aiding in relationship building. The various results that came out from the

primary research were that an attractive and a colorful e-mail generated more response

also targeted e-mail always gives a better response. A disadvantage of e-mail marketing

is that if a person unsubscribes it then it becomes very difficult for the marketer to pass

new and related information or just to communicate and thus leads to losing the retention

of the customers. Also, longer mails generate lower response and higher unsubscribe rate

Lawson Rob, Woolicraft Ben(2002) explained in the white paper titled, Critical

stages in Marketing that, critical states are those states that lie between routine

conditions and chaotic conditions. Events in routine conditions are very much predictable

as compared to the chaotic conditions. It suggests that although markets do react to

external influences such as exchange rate changes or increases in incomes, they do not

react in a consistent or predictable way. Thus an increase in average incomes this month

might produce no discernable impact on demand while a similar change in two months

time might, because of features inherent in the network of relationships within the

market, trigger a series of demand changes throughout the market.

Kiran Vasanth, Majumdar Mousumi, Kishore Krishna(2012), suggested in a

white paper titled, Marketing the Viral Way: A Strategic Approach to the new era of

Marketing, that, From time to time, marketers have concentrated on adopting various

marketing techniques to attract consumers. Viral Marketing through internet is one such

approach which breaks the traditional brick-and-mortar model of marketing. The paper

tells about the various determinants involved in designing viral marketing campaigns and

its outcome in terms of consumer response. While the popular seeding approach is known

to spread the marketing word, the paper focusses on the survey method to identify

patterns of consumer responses towards viral marketing. There is clearly more to explore

from the perspective of viral marketing to enhance the experience of customers about the

online media. This paper focuses on the concept of viral marketing as a tool to influence

consumers purchasing decisions which positively, may impact on sales.

Dr. Nigam Ashutosh (2012) explained in a white paper titled, Influence of

Social Networking in Brand Development Practices from Marketers Prospective, that,

Popularity of social networking sites with deeper penetration of internet enables


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marketers to exploit it as new emerging medium for brand developing exercises.

Interaction of social networking sites with brand results in positive positioning in

prospective and current customer base. The medium can be exploited by marketers for

developing strong brand and pushing their messages out through a variety of media.

Effective and timely execution in social-media networking sphere will serve a paradigm

to differentiate brand, drive brand identity and reputation through loyal consumer bases.

Dr. Bansal Harbhajan, Nharti Charu, suggested in a white paper titled, Social

Networking Websites as Marketing Tool: A Study on Use of SNWs as an Emerging

Marketing Tool, that This survey focus on study of how Social Networking Websites,

like Facebook, Twitter, YouTube, etc, can play a significant role in the marketing

strategy of a brand(s), for any marketer. The survey is based on data collected from 300

respondents, both males and females, in the age group of 18-30, who are the member of

one or more Social Networking Website. Social Networking Websites (SNWs) can play

an increasingly important role as a marketing platform. More and more retailers use

social media to target teens and young adults, and social networking sites are a central

venue in that trend (Market Watch 2008). The Sub theme is Marketing (Internet

Marketing)

Freeman B and Chapman S(2008) wrote an article on, Gone viral? Heard the

buzz? A guide for public health practitioners and researchers on how Web 2.0 can

subvert advertising restrictions and spread health information, that, Many nations have

banned or curtailed advertising of potentially harmful products to protect public health,

particularly in the area of chronic disease control. The growth in Internet-based

marketing techniques is subverting these advertising regulations. Explosive rises in use of

social networking and usergenerated content websites is further fuelling product

promotion through electronic media. In contrast, there is a very limited body of public

health research on these new media advertising methods. This paper provides an

overview of these advertising methods and details examples relevant to chronic disease

control. There is a vast untapped potential for health practitioners and researchers to

exploit these same media for health promotion.


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Piredda Francesca(2007) suggested on a white paper titled, Communication

Design For Digital Convergence. A Strategic Approach To The Audiovisual

Communication System that, Digital technologies are deeply changing the media

system. In fact, production and distribution are getting less expensive, communication

channels are spreading out and platforms are consistent. Moreover, users could have an

active role producing, archiving, using and uploading contents. The phases of the process

are more or less the following ones: content production, content packaging, network

providing and device delivery. A growing trend towards the outsourcing of the concept

and the production phases makes many actors in the value chain getting the role of

editors and producers. The convergence process develops in two directions: top-down,

which is corporate-driven, and bottom-up, which is consumer-driven. The synergy of

those inputs can considerably improve the entire communication system and its quality.

This complex and unsettled situation aids the widespread of TV. In fact, the televisual

appears to be the most pervading model because of its aesthetics, language and also from

the economic and political point of view. Indeed, platforms are consistent, but the real

convergence deals with the cultural, productive and entertainment industries, which are

all merging into the televisual. The televisual is used here to name a relational domain

that constitutes an ever expanding immaterial environment created by the interaction of

all electronically inflected visual media digitized film, TV (in all its transmission

modes), video/DVD, computers/the internet, cell phones. The paper identifies one main

problem: which relationship exists between broadcasting and Web 2.0? The hypothesis is

that, facing digital media convergence, communication design has to deal with writing for

the intermedia storytelling (Jenkins, 2004) and strategic design of bottom-up contents.

Design has the role of promoter and mediator for the building and the improvement of a

participatory TV, which is consistent with the collaborative nature of the digital. TV 2.0

(Mizzi, 2006) is the actual challenge of communication design.

Nemanja, Koivisto Elina(2012) explained in a white paper titled, Best Practices

in Viral Marketing, that, any marketing communications message has the potential to go

viral provided that the social object it contains is audience relevant and that the proper

viral mechanics are in place. Three types of content are identified which increase the

likelihood of a marketing communications message going viral and those include:


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entertainment, positive messages and interactive content. Furthermore, the findings show

that the role of virality within integrated marketing communications remains primarily

associated with short-term marketing objectives such as sales, raising awareness etc.

however not exclusively so, depending on the type of content of the campaign in

question.


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CHAPTER 3:RESEARCH METHODS AND PROCEDURES

3.1 Purpose of the Study

The main objectives are as mentioned below:

1. To identify the various BTL activities used by the existing marketers2. To identify if these activities help the marketers target their product to the

niche segment.

3. To study if these activities are able to generate more awareness andparticipation by the target audience

3.2 Research Design

The study is a cross sectional study and descriptive research. An intensive

secondary research is conducted to gain insights into the BTL activities. The sampling

used is convenience sampling.

3 .3 Research Quest ions

The questions used in the research consisted of:

a. Dichotomous questions.b. Questions using Likert Scale.c. Questions with multiple options.d. Ranking Questions.e. Rating questions


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3.4 Research Hypothesis

H0:- BTL activities in Media and Advertising do not have an impact on the

Recall, Participation and Respone of the target audience

H1:- BTL activities in Media and Advertising does have an impact on the Recall,

Participation and Respone of the target audience

3.5 Participants

A total of 100 respondents were interviewed to gain insights.

3.6 Data collection technique and procedure

A.Primary DataThe primary data has been collected initially with the help of an unstructured

questionnaire to develop a base for the study and then a structured questionnaire was

formed on the basis of secondary data and pilot study to record the responses of

consumers.

B.Secondary dataAlready existing data is called secondary data. They were collected by following

method:

i. Research papers from the Internetii. Books on marketing research and branding

iii. Published Reports and documents by various authors.iv. Official web sites.


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3.7 Instruments Used

A self-administered questionnaire was used as research instruments to conduct research.

3.8 Tools Used

i. Frequency Analysis: Various respondents undertook a frequency analysis for eachquestion to obtain the distribution of responses.

ii. Cross Tabulation:Cross tabulation refers to the display of two or more variablestogether in a tabular format. Cross tabulation was done to find out the distribution of

various responses under the heads of various demographic variables like age, gender,

income etc.

Following software has been used during analysis and compiling of data.

SPSS Microsoft Excel Microsoft Word3.9 Limitations

1. The extent of research was only restricted to Delhi and NCR.

2. Lack of availability of ample prior research works on the topic.

3. Some of the candidates had to respond online and on the phone which may be open tosome biases in the answers.


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CHAPTER 4: DATA ANALYSIS AND FINDINGS

4.1 Findings

The primary data collected through structured questionnaires from 100

respondents, was analyzed by means of Descriptive analysis (Frequencies and Cross

Tabulations), Measure of Central Tendencies, Parametric Tests and advanced statistical

hypothesis tests and interpretations are made from the statistics.

1. Demographics AnalysisTable 4.1- Demography

Gender: Females 48

Males 52

Total 100

Age : 16-25 84

26-35 13

36-45 3

Total100

Occupation: Businessman 12

Homemaker 2

Service 22

Student 64

Total100

Interpretation: - Mostly the respondents lie in age group of 16-25. The second major age

group is below 26-35yrs.The majority of respondents were students followed by people

in the service. The sample consisted of 52 males and 48 females.


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2. The frequency at which people log on to the internet weekly

Table 4.2- Frequency of logging on to internet every week

Frequency

0-2days a week 5

3-4 days a week 13

5-6 days a week 12

Every day 70

Total 100

Interpretation:- Majority of the people, i.e., a total of 70% of the sample logs on everyday

on the internet.

3. Time spent on the internet per day

Table 4.3- Time spent on the internet per day

Frequency

1-4 hours 48

4-8 hours 22

8- 12 hours 12

Less than 1 hour 15

More than 12

hours3

Total 100

Interpretation:- Majority of the people(48%), spend around 1-4 hours on the internet per

day.


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4. The preferred email account

Table 4.4- Which web browser email account do you own

Email account preferred Percentage

Gmail 82%

Yahoo 50%

Hotmail 13%

MSN 1%

Total 100

Interpretation: - The majority, i.e., 82% of the population considered, prefer using Gmail

as the email account. 50% of the population uses Yahoo as their email account. Hotmail

is used by just 13% of the population. Only 1% of the population prefers using MSN as

their email account.

5. Are you a member of an online social network?

Table 4.5- Are you a member of an online social network

Frequency

No 4

Yes 96

Total 100

Interpretation: - The majority, i.e., 96% of the population is a member of the online social

media.


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6. What's your primary social networking site?

Table 4.6 : - what's your primary social networking site?

Frequency

Facebook 82

LinkedIn 7

Orkut 1

Twitter 10

Total 100

Interpretation :- For the majority of the people, i.e., 82%, Facebook is the primary social

networking site, followed by Twitter and then LinkedIn

7. Time spent on the online social network per day.

Table 4.7- Time spent on online social networking site per day.

How much time do you spend on your online social network per day?

Frequency

0-1 hr 38

1-4 hrs 47

4-8 hrs 11

More than 8

hours4

Total 100


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Interpretation:- Majority of the people(48%) spend around 1-4 hrs on the online social

network per day.

Likert Scale questions

Table 4.8- Analysis of Likert scale questions

Statements Strongly

Agree

Agree Undecided Disagree Strongly

Disagree

Total

I am aware of

internet

advertisements

20 59 6 10 20 100

I trust word-of-

mouth

communication on

the internet

8 39 30 16 8 100

It is important for meto hear about the

experiences of others

before buying a

product or service

16 61 14 8 1 100

I am more affected

by negative

comments about

products as compared

to positive comment

8 45 30 13 2 100


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Table 4.8 (continued)- Likert Scale Questions

I usually want to be

the first to try out a

new product/service

14 23 23 33 7 100

It makes me feel

good to be able to

spread messages

about products or

services to my

friends on internet

13 45 29 13 0 100

I trust more in what

people are saying

about services than

products

11 38 31 16 4 100

Through internet

word-of-mouth, I

learnt about brands

of products/services

13 63 10 12 2 100

Im more inclined to

purchase

products/services

when the messages

were passed by

people I know

21 39 26 10 4 100

Ive actually

purchased a

14 43 15 24 4 100


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product/service after

hearing about it from

the internet

The internet word-of-

mouth helps to

strengthen my belief

and commitment

towards a brand of

product/service

20 40 27 8 5 100

Interpretation-

Majority of the people agree to the statement that they are aware of the internetadvertisements and they do trust the word of mouth communication on the

internet.

The majority of the people feel that yes, it is important for them to hear about theexperiences of others before buying a product or service, moreover, they are more

affected by the negative comments about the products as compared to the positive

, also, they trust more in what people say about services than products.

Majority of the people do not want to be the first one to try out a new product/service but they feel good to be able to spread messages about products/services

on the internet.

Majority of the people agree to the fact that they do learn about brands ofproducts/services through internet word-of-mouth and internet word of mouth

helps to strengthen their belief and commitment towards a brand of

product/service.


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Majority of the people agree that they are inclined to purchase products/ serviceswhen the messages were passed by people they know and, theyve actually

purchased a product/ service after hearing about it from the internet.

Analysis of multiple response sets (questions having more than one answers)

Table 4.9- Campaigns that people are aware of

Name of the Campaign Yes No Total

Airtel- Jo mera hai wo tera hai 72 28 100

Vodafone-Zoozoo 85 15 100

Idea- Honey Bunny 70 30 100

Airtel- Hare k friend zaroori hota hai 75 25 100

Interpretation:- Almost everyone is aware of the asked campaigns, with Ideas honey

bunny being least famous and Vodafones zoozoo being the most famous campaign.


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Questionwise Analysis

1. Do these jingles motivate you to buy the product?

Table 4.10- Do these jingles motivate you to buy the product

Statements Frequency

I do not understand

what advantage the

brand wants to

communicate

9

I find them annoying 3

The jingles such as

above provide me with

the information the

brand wants to

communicate

28

These jingles are just

fun to listen and

nothing else

60

Total 100

Interpretation:- Majority of the people, i.e., 60% of the people feel that the jingles are just

fun to listen and nothing else. But, the next major group, 28% of the population believe

that the jingles provide them with the information the brand wants to communicate.


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2. Did you share these jingles through your social network?

Table 4.11- If people shared such jingles through their social network

Frequency

No 49

Yes 51

Total 100

Interpretation: - 51% of people did share such jingles through their social network and

made them viral.

3. If yes, what made you share such songs?

Table 4.12- If yes, what made you share such songs?

Frequency

Lyrics 18

Refreshing sound,

superb beats 72

Since everyone was

sharing, so I too

decided to share

2

Video Footage 8

Total 100

Interpretation:- Majority of the people were motivated by the refreshing sound and superb

beats which made them to share such songs.


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Correlations :-

1. Correlation between: It is important for me to hear about the experiences of othersbefore buying a product/service (activity) and

a. Through internet word of mouth, I learnt about brands of products/services(Awareness)

b. I'm more inclined to purchase products/services when the messages werepassed by people I know (Participation)

c. I've actually purchased a product/service after hearing about it from theinternet (Participation)

d. The internet word-of-mouth helps to strengthen my belief and commitmenttowards a brand of product/service (Awareness)

Table 4.13:- Correlation table 1

Correlations

Statements

It is important for me

to hear about the


before buying a

product or service

Through internet

word-of-mouth,

I learnt about

brands of

products/service

s

I'm more

inclined to

purchase

products/ser

vices when

the

messages

were passed

by people I

know

I've

actually

purchased

a

product/se

rvice after

hearing

about it

from the

internet

The internet

word-of-mouth

helps to

strengthen my

belief and

commitment

towards a

brand of

product/service

It is important for me to

hear about the

1 .354 .298 .257 .226

.000 .003 .010 .024


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before buying a product

or service

100 100 100 100 100

Through internet word-of-mouth, I learnt about

brands of

products/services

.354 1 .540 .343 .462

.000 .000 .000 .000

100 100 100 100 100

I'm more inclined to

purchase

products/services when

the messages were

passed by people I know

.298 .540 1 .373 .593

.003 .000 .000 .000

100 100 100 100 100

I've actually purchased a

product/service after

hearing about it from the

internet

.257 .343 .373 1 .419

.010 .000 .000 .000

100 100 100 100 100

The internet word-of-

mouth helps to

strengthen my belief and

commitment towards a

brand of product/service

.226 .462 .593 .419 1

.024 .000 .000 .000

100 100 100 100 100

**. Correlation is significant at the 0.01 level (2-

tailed).

*. Correlation is significant at the 0.05 level (2-

tailed).

Interpretation:- The activity of hearing about the experiences of others before buying a

product or service has a significant and positive correlation with the awareness as it helps

people to learn about the new brands of products and services. Also, when people tend to

hear these experiences from people they know, they tend to buy that product/service. This


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word-of-mouth technique helps the people to strengthen their beliefs on the brands of

products and services and make them buy these products.

2. Correlation between- It makes me feel good to be able to spread messages aboutproducts/services to my friends on internet* I usually want to be the first one to try

out a product/service

Table 4.14- Correlation Table 2

Correlations

Statements It makes me feel good to be

able to spread messages about

products or services to my

friends on internet

I usually want to

be the first to try

out a new

product/service

It makes me feel good

to be able to spread

messages about

products or services to

my friends on internet

1 .200

.046

100 100

I usually want to be the

first to try out a new

product/service

.200 1

.046

100 100

*. Correlation is significant at the 0.05 level (2-tailed).

Interpretation:- The activity of being the first one to try out a new product/service has a

significant positive correlation with the fact that people feel good to spread messages

about product or services on internet. In other words, more the people try out new

products, more are they inclined to spread positive word of mouth for them on the

internet.


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Cross-Tabulations:-

1. Do these jingles motivate you to buy the product? * Age Crosstabulation

Table 4.15-Crosstab table 1

Do these jingles motivate you to buy the product? * Age Crosstabulation

Statement 1 Options 16-25 26-35 36-45 Total

Do these jingles

motivate you to buy the

product?

I do not understand

what advantage the

brand wants to

communicate

5 2 2 9

I find them annoying 2 1 0 3

The jingles such as

above provide me with

the information the

brand wants to

communicate

25 3 0 28

These jingles are just

fun to listen and

nothing else

52 7 1 60

Total 84 13 3 100

Interpretation:- Marketers shall target the youth lying in the age group of 16-25 as they

are most attentive to what information the brand wants to communicate from the viral

jingles.


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2.How often do you log on to internet every week? * Through internet word-of-mouth, I

learnt about brands of products/services

Table 4.16- Crosstab table 2

How often do you log on to internet every week? * Through internet word-of-mouth, I learnt about brand

of products/services Crosstabulation

Statement 1 Options 1 2 3 4 5 Tota

How often do you log

on to internet every

week?

0-2days a week 1 3 1 0 0 5

3-4 days a week 0 6 3 4 0 13

5-6 days a week 0 8 1 3 0 12

Every day 12 46 5 5 2 70

Total 13 63 10 12 2 100

Interpretation- People who log on to the internet strongly agree to the fact that they learn

about brands of products/ services, proving the hypothesis that BTL activities in media do

have a strong impact on the recognition of a brand.


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3.How much time do you spend on your online social network per day? * I've

actually purchased a product/service after hearing about it from the internet

Crosstabulation

Table 4.17- Crosstab table 3

How much time do you spend on your online social network per day? * I've actually purchased

product/service after hearing about it from the internet Crosstabulation

Statement 1 Options 1 2 3 4 5

How much time do you

spend on your online

social network per day?

0-1 hr 4 20 3 9 2 38

1-4 hrs 7 18 9 12 1 47

4-8 hrs 1 4 2 3 1 11

More than 8 hours 2 1 1 0 0 4

Total 14 43 15 24 4 100

Interpretation:- People who spend 1-4 hrs on the internet are the ones who actually

purchase the product/service after earing it from there.


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4. Occupation * If yes, what made you share such songs? CrosstabulationTable 4.18- Crosstab Table 4

Occupation * If yes, what made you share such songs? Crosstabulation

Statement Options

Lyrics

Refreshing

sound, superb

beats

Sinceeveryone was

sharing, so I

too decided to

share

Video

Footage

Occupation Businessman 2 7 0 3 12

Homemaker 0 1 0 1 2

Service 4 17 0 1 22

Student 12 47 2 3 64

Total 18 72 2 8 100

Interpretation:- Most of the students are affected by the sound and beats of the jingles and

share them as a part of viral strategy, also, the second major group is affected by the

lyrics of these jingles.

Independent sample t-test were conducted to prove the various hypothesis as under:-

Table 4.19- Hypothesis testing

Null Hypotheses Alternate

Hypothesis

p-

value

Null

hypothesis

rejected/

fail to get

rejected

Interpretation

There is not

much significant

difference

There is a

significant

difference between

0.03 Rejected There is a significant

difference in the

frequency of internet


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between the

frequency of

internet usage

and peoples

awareness of

internet

advertisement

the frequency of

internet usage to

peoples awareness

towards internet

advertisement

usage as compared to

their awareness

towards online

advertising. More the

frequency of logging

on, the more is the

awareness towards

advertisements.

There is no

significant

difference

between people

who are a

member of an

online social

network and

their awareness

towards internet

advertisement

There is a

significant

difference between

people who are a

member of an

online social

network and their

advertisement

towards internet

advertisement

0.00 Rejected People who are a

member of an online

social network are

more aware of the

internet

advertisement as

compared to those

who are not a

member of social

networking site.

There is no

significant

difference

between people

who are a

member of an

online social

network and

their purchase of

products after

hearing it from

the internet.

There is a

significant

difference between

people who are a

member of an

online social

network and their

purchase of

products after

hearing it from the

internet.

0.042 Rejected People who are

members of the social

network are more

inclined towards

purchasing and they

rely on the word-of-

mouth marketing for

purchasing products


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There is no

significant

difference

between the

gender and their

interest to spread

messages about

their purchases

on the net.

There is a

significant

difference between

the gender and their

interest to spread

messages about

their purchases on

the net.

0.03 Rejected Males like to indulge

themselves into

word-of-mouth

marketing and spread

messages online,

rather than the

females

There is no

significant

difference

between

frequency of

logging on to

internet and

peoples

awareness

towards jinglessuch as Ideas

Honey Bunny

There is a

significant

difference between

people on the basis

of their frequency

of internet usage

and its relevant

impact on their

awareness towards

jingles such asIdeas honey Bunny

or Ads of Vodafone

zoozoo

0.027 Rejected People who use more

internet are the ones

who are more aware

of campaigns of Idea

and Vodafone. And

hence the cellular

industries must

promote their

services via internet

There is no

significant

difference

between people

on the basis of

their membership

in an online

social network

and its relevant

There is a

significant

difference between

people on the basis

of their membership

in an online social

network and its

relevant impact on

their awareness

0.00 Rejected People who are the

members of a social

network are the ones

who are more aware

of such campaigns

rather than those who

are not a part of the

social network


51/62


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4.2Summary of the findings

1. 84% respondents lie in age group of 16-25. 64% respondents were students followed bypeople in the service, 22%. The sample consisted of 52% males and 48% females.

2. The majority of the people, i.e., a total of 70% of the sample logs on every day on theinternet

3. The majority of the people (48%), spend around 1-4 hours on the internet per day.4. 82% of the population considered, prefer using Gmail as the email account. 50% of the

population uses Yahoo as their email account. Hotmail is used by just 13% of the

population. Only 1% of the population prefers using MSN as their email account

5. 96% of the population is a member of the online social media.6. 82%, Facebook is the primary social networking site, followed by Twitter and then

LinkedIn

7. The majority of the people (48%) spends around 1-4 hrs on the online social network perday.

8. 59% people agree to the statement that they are aware of the internet advertisements9. 39% people agree to the statement that they do trust the word of mouth communication

on the internet.

10.61% people feel that yes, it is important for them to hear about the experiences of othersbefore buying a product or service.

11.45% people agree to the fact that they are more affected by the negative comments aboutthe products as compared to the positive.

12.33% people do not want to be the first one to try out a new product/ service.13.45% people feel good to be able to spread messages about products/services on the

internet.

14.38% people agree to the statement that says they trust more in what people say aboutservices than products.

15.63% people agree to the fact that they do learn about brands of products/services throughinternet word-of-mouth

16.39% people agree that they are inclined to purchase products/ services when themessages were passed by people they know.


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17.43% people have purchased a product/ service after hearing about it from the internet.18.40% people believe that internet word of mouth helps to strengthen their belief and

commitment towards a brand of product/service.

19.Almost everyone is aware of the asked campaigns, with Ideas honey bunny being lessfamous(70%) and Vodafones zoozoo(85%) being the most famous campaign.

20.60% of the people feel that the jingles are just fun to listen and nothing else. But, the nextmajor group, 28% of the population believe that the jingles provide them with the

information the brand wants to communicate.

21.51% of people did share such jingles through their social network and made them viral.22.72% people were motivated by the refreshing sound and superb beats which made them

to share such songs.

23.The activity of hearing about the experiences of others before buying a product or servicehas a significant and positive correlation with the awareness as it helps people to learn

about the new brands of products and services. Also, when people tend to hear these

experiences from people they know, they tend to buy that product/service. This word-of-

mouth technique helps the people to strengthen their beliefs on the brands of products and

services and make them buy these products

24.The activity of being the first one to try out a new product/service has a significantpositive correlation with the fact that people feel good about product or services on the

internet. In other words, the more people try out new products, they are more inclined to

spread positive word of mouth for them on the internet.

25.Marketers shall target the youth lying in the age group of 16-25 as they are more attentiveto what information the brand wants to communicate from the viral jingles.

26.People who log on to the internet strongly agree to the fact that they learn about brands ofproducts/ services, proving the hypothesis that BTL activities in the media do have a

strong impact on the recognition of a brand.

27.People who spend 1-4 hours on the internet are the ones who actually purchase theproduct/service after earing it from there.

28.Most of the students are affected by the sound and beats of the jingles and share them as apart of viral strategy, also, the second major group is affected by the lyrics of these

jingles.


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CHAPTER-5: CONCLUSIONS AND RECOMMENDATIONS

5.1 Recommendations

1. In order to increase the market share, marketers should try and focus on the old and the

working population as well rather than just the youth

2. Jingles need to be made more informative, rather than just melodious as people do not

understand what the brands want to communicate

3. The jingles need to concentrate on the sound and beats of the jingle as people are more

responsive to this and thus share such songs

4. The findings suggest that people are aware of the internet advertisements; thus

marketers must concentrate on this space while promoting their product

5. The findings suggest that people trust word-of-mouth communication and so, the

companies must encourage the customers to post positive feedback on Facebook.

6. Free wi-fi should be considered as an investment, because mostly people check-in

through their mobile on facebook which acts as a word of mouth communication and

helps increasing the footfall

7. The findings suggest that word-of-mouth communication reinforces the trust about the

brands in the customers mind. So marketers should tap this information and ensure that

their brands are communicated through word-of-mouth

8. People who are the members of a social network are the ones who are more aware of

campaigns such as Jo mera hai wo tera hai, Hare k friend zaruri hota hai, Ideas Honey

Bunny and Vodafones zoozoo; rather than those who are not a part of the social network

and hence these are the people who are much more motivated to buy the service/ product.

Thus, it can be said that marketers should make the use of media and entertainmentindustry especially the social networking sites to promote their products and services and

increase the sales


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5.2 Conclusion

There are various below-the-line activities used by the existing marketers, a few of them

being word-of-mouth marketing, which includes creating fanpages, blogs etc of the

various products/ services and interacting with the customers; also; viral marketing which

means to create a buzz on the internet so that customers repetitively share those videos on

the net.

These strategies are able to target the niche segment as according to the results, the

majority of the people who share the viral videos of Airtel and Vodafone zoozoo are the

students

These activities do help in generating more awareness and participation by the target

audience. People who are a member of an online social network are more aware of the

internet advertisement as compared to those who are not a member of social networking

site and are more inclined towards purchasing and they rely on the word-of-mouth

marketing for purchasing products

People who use more internet are the ones who are more aware of campaigns of Idea and

Vodafone. And thus, they are more motivated to buy such services/ products. Hence the

cellular industries must promote their services via internet and social networking sites.


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REFERENCES

1. Nemanja, Koivisto Elina (2012), Best Practices in Viral Marketing, HarvardBusiness Review, May 2012, pg 22-23

2. Dr. Nigam Ashutosh (2012), Influence of Social Networking in BrandDevelopment Practices from Marketers Prospective, Journal of Advertising

Research, pg 93-98.

3. Kiran Vasanth, Majumdar Mousumi, Kishore Krishna (2012) Marketing theViral Way: A Strategic Approach to the new era of Marketing, Journal of

Interactive Advertising, Vol.11, No.2

4. Russel Jennie (2010), Evaluate the Effectiveness of Social Media Marketing onHotels, Journal of Consumer Behavior, Vol.4, No.1, pg 64-72

5. Rosemary Thakery et al (2009), Enhancing Promotional Strategies Within SocialMarketing Programs: Use of Web 2.0 Social Media, Journal of Interactive

Advertising, Vol.6, pg 30-38

6. W. Glynn Mangold, David J. Faulds (2009), Social media: The new hybridelement of the promotion mix, Journal of Advertising Research, Pg 333-348.

7. Singhal, Sanjeev and Singh, Dr. Rajendra (2009), A Study of Viral Marketing -Need Of Y Generation Customers Journal of Consumer Marketing, Vol. 25 No.3, pg 179-82

8. Freeman B and Chapman S(2008), Gone viral? Heard the buzz? A guide forpublic health practitioners and researchers on how Web 2.0 can subvert

advertising restrictions and spread health information, American Journal of

Sociology, 79 (May), pg 1360-1380

9. Piredda Francesca(2007), Communication Design For Digital Convergence. AStrategic Approach To The Audiovisual Communication System, Australasian

Marketing Journal, May 2007, pg.9

10.Chittenden Lisa, Rettie Ruth (2002), An evaluation of E-Mail Marketing andfactors affecting response, California Management Review, Pg 6-22.

11.Lawson Rob, Woolicraft Ben(2002), Critical stages in Marketing , Advances inConsumer Research, Vol. 11, pg 697-702


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12.Dr. Bansal Harbhajan, Nharti Charu (2002), Social Networking Websites asMarketing Tool: A Study on Use of SNWs as an Emerging Marketing Tool ,

Journal on Emerging Challenges for Sustainable Business 2012, pg 653- 668

Web Sources

1.http://www.business-standard.com/article/specials/a-friend-in-need-112082700002_1.html

2.http://en.wikipedia.org/wiki/Word_of_mouth_marketing3.http://www.ibscdc.org/Case_Studies/Marketing/Brand%20Marketing%20Communication%20Strategies/MCS0017.htm

4.http://articles.economictimes.indiatimes.com/2012-07-03/news/32524004_1_vodafone-zoozoos-new-campaigns

5.http://www.campaignindia.in/Tag/vodafone_zoozoo.aspx6.http://www.wikipedia.org/7.http://www.thehindubusinessline.com/features/brandline/get-the-idea-honey-bunny/article4218138.ece?homepage=true&ref=wl_home

8.http://www.afaqs.com/news/story/34942_Airtel:-Second-insight-on-friendship
http://www.business-standard.com/article/specials/a-friend-in-need-%20%20112082700002_1.htmlhttp://www.business-standard.com/article/specials/a-friend-in-need-%20%20112082700002_1.htmlhttp://www.business-standard.com/article/specials/a-friend-in-need-%20%20112082700002_1.htmlhttp://www.business-standard.com/article/specials/a-friend-in-need-%20%20112082700002_1.htmlhttp://www.business-standard.com/article/specials/a-friend-in-need-%20%20112082700002_1.htmlhttp://en.wikipedia.org/wiki/Word_of_mouth_marketinghttp://en.wikipedia.org/wiki/Word_of_mouth_marketinghttp://www.ibscdc.org/Case_Studies/Marketing/Brand%20Marketing%20Communication%20Strategies/MCS0017.htmhttp://www.ibscdc.org/Case_Studies/Marketing/Brand%20Marketing%20Communication%20Strategies/MCS0017.htmhttp://www.ibscdc.org/Case_Studies/Marketing/Brand%20Marketing%20Communication%20Strategies/MCS0017.htmhttp://www.ibscdc.org/Case_Studies/Marketing/Brand%20Marketing%20Communication%20Strategies/MCS0017.htmhttp://www.ibscdc.org/Case_Studies/Marketing/Brand%20Marketing%20Communication%20Strategies/MCS0017.htmhttp://articles.economictimes.indiatimes.com/2012-07-03/news/32524004_1_vodafone-zoozoos-new-campaignshttp://articles.economictimes.indiatimes.com/2012-07-03/news/32524004_1_vodafone-zoozoos-new-campaignshttp://articles.economictimes.indiatimes.com/2012-07-03/news/32524004_1_vodafone-zoozoos-new-campaignshttp://articles.economictimes.indiatimes.com/2012-07-03/news/32524004_1_vodafone-zoozoos-new-campaignshttp://articles.economictimes.indiatimes.com/2012-07-03/news/32524004_1_vodafone-zoozoos-new-campaignshttp://www.campaignindia.in/Tag/vodafone_zoozoo.aspxhttp://www.campaignindia.in/Tag/vodafone_zoozoo.aspxhttp://www.wikipedia.org/http://www.wikipedia.org/http://www.thehindubusinessline.com/features/brandline/get-the-idea-honey-bunny/article4218138.ece?homepage=true&ref=wl_homehttp://www.thehindubusinessline.com/features/brandline/get-the-idea-honey-bunny/article4218138.ece?homepage=true&ref=wl_homehttp://www.thehindubusinessline.com/features/brandline/get-the-idea-honey-bunny/article4218138.ece?homepage=true&ref=wl_homehttp://www.thehindubusinessline.com/features/brandline/get-the-idea-honey-bunny/article4218138.ece?homepage=true&ref=wl_homehttp://www.thehindubusinessline.com/features/brandline/get-the-idea-honey-bunny/article4218138.ece?homepage=true&ref=wl_homehttp://www.afaqs.com/news/story/34942_Airtel:-Second-insight-on-friendshiphttp://www.afaqs.com/news/story/34942_Airtel:-Second-insight-on-friendshiphttp://www.afaqs.com/news/story/34942_Airtel:-Second-insight-on-friendshiphttp://www.thehindubusinessline.com/features/brandline/get-the-idea-honey-bunny/article4218138.ece?homepage=true&ref=wl_homehttp://www.thehindubusinessline.com/features/brandline/get-the-idea-honey-bunny/article4218138.ece?homepage=true&ref=wl_homehttp://www.wikipedia.org/http://www.campaignindia.in/Tag/vodafone_zoozoo.aspxhttp://articles.economictimes.indiatimes.com/2012-07-03/news/32524004_1_vodafone-zoozoos-new-campaignshttp://articles.economictimes.indiatimes.com/2012-07-03/news/32524004_1_vodafone-zoozoos-new-campaignshttp://www.ibscdc.org/Case_Studies/Marketing/Brand%20Marketing%20Communication%20Strategies/MCS0017.htmhttp://www.ibscdc.org/Case_Studies/Marketing/Brand%20Marketing%20Communication%20Strategies/MCS0017.htmhttp://en.wikipedia.org/wiki/Word_of_mouth_marketinghttp://www.business-standard.com/article/specials/a-friend-in-need-%20%20112082700002_1.htmlhttp://www.business-standard.com/article/specials/a-friend-in-need-%20%20112082700002_1.html


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APPENDIX

Questionnaire

1. How often do you log on to internet every week? *

a) 0-2days a weekb) 3-4 days a weekc) 5-6 days a weekd) Every day

2. How much time do you usually spend on the internet per day? *

a) Less than 1 hourb) 1-4 hoursc) 4-8 hoursd) 8- 12 hourse) More than 12 hours

3. Which web browser email account do you own? *

a) Hotmailb) Gmailc) Yahood) MSNe) Other:

4. Are you a member of an online social network? *

a) Yesb) No


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5. If yes, please select your primary social network site *

a) Facebookb) Twitterc) LinkedInd) Other:

6. How much time do you spend on your online social networks on average per day? *

a) 0-1 hrb) 1-4 hrsc) 4-8 hrsd) More than 8 hours

2. Mark the most favorable option *Strongly

Agree

gree Undecided isagree Strongly

Disagree

I am aware of internet advertisements

I trust word-of- mouth communication

on the internet

It is important for me to hear about the

experiences of others before buying a

product or service


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I am more affected by negative

comments about products as

compared to positive comment

I usually want to be the first to try out a

new product/service

It makes me feel good to be able to

spread messages about products or

services to my friends on internet

I trust more in what people are saying

about services than products

Through internet word-of-mouth, I learnt

about brands of products/services

Im more inclined to purchase

products/services when the messages

were passed by people I know

Ive actually purchased a product/service

after hearing about it from the internet


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The internet word-of-mouth helps to

strengthen my belief and commitment

towards a brand of product/service

8. Which of the following campaigns are you aware of?

a) Vodafone zoozoob) Airtel- jo tera hai wo mera haic) Airtel- hare k friend zaroori hota haid) Idea- honey bunny

9. Do these jingles motivate you to buy the product?

a) The jingles such as above provide me with the information the brand wants tocommunicate

b) These jingles are just fun to listen and nothing elsec) I do not understand what advantage the brand wants to communicated) I find them annoying

10. Did you share songs such as hare k friend zaroori hota hai or "honey bunny" through

your social network? *

a) Yesb) No


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11. If yes, what made you share such songs?

a) Refreshing sound, superb beatsb) Lyricsc) Video Footaged) Since everyone was sharing, so I too decided to share

12. Gender? *

a) Maleb) Female

13. What is your Age? *

a) Below 15b) 16-25c) 26-35d) 36-45e) Above 45

14. Occupation *

a) Studentb) Homemakerc) Businessmand) Servicee) Retired

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