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Delhi – Jalandhar GT-Road, (NH-1) Phagwara (Punjab)
“A Brief Study of Advertiser’s Perception about Hyperlocal with
Special Reference to HT Mohali Live”, along with Hindustan
times, Mohali (Chandigarh)”
Project Report
Submitted to:-
Lovely Professional University, Phagwara
(Punjab)
In partial fulfilment of the Requirement for the Degree
Master of Business Administration
{MBA}
2010-2012
Under the Guidance of: - Submitted By:-
Mr. Rajan Girdhar Anupam Kumar
(Lecturer) MBA (Marketing) Reg. No. 11005012,
LSB Roll No. B41, Section: - Q2004
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Dedicated
With regard to my
Parents
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DECLARATION
I, Anupam Kumar hereby declare that the project report on “A Brief Study of
Advertisers Perception About Hyperlocal with special reference to HT Mohali live
along with Hindustan times, Mohali (Chandigarh)” for a partial fulfilment of Master
of Business Administration degree from Lovely Professional University, Jalandhar is
original work conducted by me and the study is authentic to the best of my
knowledge.
[Anupam Kumar]
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AKNOWLEDGEMENT
Every individual in professional life is keenly aware of his/ her sense of indebt to many
people who have stimulated and influenced his/her intellectual development ordinarily. This
feeling is formally expressed in customer gestures of ‗acknowledgment‘. There for it seems
only to acknowledge our gratitude with sense of veneration to the ―Almighty God‖ and
various people who helped us during the course of our project during the course of our
project in a systematic and smooth manner.
I have been placed in the India‘s one of the most popular news paper ―Hindustan times‖ at
Mohali Chandigarh. I shared the real marketing skills and knowledge from their experienced
enthusiastic and cordial executives without whom I would have not been able to achieve the
desired result.
First I would like to express my thanks to Mr. Sumit Gupta (Assistant Manager,
marketing & sales, Hindustan times) for permitting me to do the summer training, sharing
valuable experience and suggestions regarding preparation of project report.
I would like to express my sincere reverence to my faculty project guide Mr. Rajan Girdhar
(Lecturer, Lovely Professional University, and Jalandhar Punjab) and the entire faculty
member for giving insight of the concept, which is perfect blend of theoretical understanding
and practical aspects at regular interval.
Lastly I would like to express my sincere gratitude to all the staff member, library, and lab
member for helping me to complete my project report.
Last but not the least I cannot forget to express my great-fullness to my parents for providing
me moral support. I have also consulted the works of many author and all of them have been
listed in the bibliography. I express my immense debt of gratitude to all of them who
supported me.
[Anupam Kumar]
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PREFACE
Project is an integral part of the MBA curriculum and the students of the management have to
undergo a training session in a business organization for six weeks to gain some valuable
practical knowledge in their area of specialization to gain some working experience and to
have better interaction between industry and academics.
Marketing is an important activity of a business and today it has become a necessity for
survival of business. It includes the flow of goods and services from production to
consumption. The success of any business firm is largely determined by its sale and
production. In order to have a continuous production, there must be continuous marketing
only then the standard of the business can be sustained.
Today factors like MIS, MR, marketing analysis, advertising and branding have become vital
component of marketing and among these branding has become lifeblood of any business.
Branding is basically communication with given audience with an objective of building a
certain impression of product or service. The sense of branding lies in conveying the target
audience want satisfying qualities of a product or services. In fact, it offers a quick and
effective way for any marketer to tell people about product and offers.
In my study I tried to implement the change of brand, which the Hindustan times has
undergone, and find out how effective and successful the new brand image has been in
pulling the potential customer towards the brand and whether the brand occupies a desired
position.
This project report titled “A brief study of advertiser‟s perception about hyper local with
special reference to „HT Mohali live‟ Mohali, Chandigarh‖ has been prepared after
successful completion of project training at Hindustan times Mohali, Chandigarh. I have tried
to do it honestly and sincerely and any weakness & shortcoming is unintentional.
[Anupam Kumar]
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CONTENT
Page No.
Executive summery 10
Chapter- I : Introduction of the study 11-23
(a) Objective of the Study
(b) Scope and needs of the Study
(c) Literature Review
(d) Research Methodology to be used
(e) Limitations
Chapter – II : Introduction of the Organization 24-36
(a) History of the organization
(b) Group Profile of the Organization
(c) Mission & Vision
(c) Market Status of the Organization
(e) Organizational Structure
Chapter –III : Industry overview 37-43
(a) News paper Market
(b) Advertisers' Media Selection in Small
Newspaper Markets.
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(c) Major Players in the Region [Chandigarh]
(d) Role of Indian Newspaper
(e) Recent Issues In newspaper Industry
Chapter –IV : A Conceptual and Theoretical Aspect of 44-55
Advertisement
Chapter –V : Data analysis and Interpretation 56-66
Chapter –VI : Findings, Conclusion & Suggestions 67-71
Questionnaires 72-73
References 74-75
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EXECUTIVE SUMMERY
The project report titled “A brief study on advertisers perception about hyper local with
special reference to HT „Mohali live‟ (a weekly supplement) along with Hindustan times”
This research is done in order to study the brand image created by HT Mohali live, a weekly
supplement along with Hindustan times, In this project report the introduction covers tells
about the advertisers‘ perception.
The study was done by personal interview and questionnaire method with a sample of 100
advertising of Mohali. The population is chosen on volume of advertisement basis. The total
volume of advertisements for four month period is 10287 column centimetre. HT Mohali live
is a fully passionate lifestyle supplement for the Mohali market. The finding of the study
reveals that advertisers perceive the product as an attracting product that depicts the new
trend wave of Mohali market. There are few limitations in the study. The suggestion given to
the company is to increase the circulation of the product.
Paid-circulation newspapers are a popular advertising medium for most local businesses.
They are the oldest forms of mass media, and they continue to be one of the largest, as
measured by volume of advertising dollars. Industry giants, as well as the local convenience
stores, use newspapers to advertise. Every community has its own newspaper. There are over
5000 paid-circulation daily newspapers in India and several thousand additional local weekly
papers as well. Every advertising medium has characteristics that give it natural advantages
and limitations
Advertising as a discrete form is generally agreed to have begun with newspapers, in the
seventeenth century, which included line or classified advertising. Simple descriptions, plus
prices, of products served their purpose until the late nineteenth century, when technological
advances meant that illustrations could be added to advertising, and colour was also an
option. An early advertising success story is that of Pears Soap. Thomas Barratt married into
the famous soap making family and realized that they needed to be more aggressive about
pushing their products if they were to survive. He launched the series of ads featuring
cherubic children which firmly welded the brand to the values it still holds today.
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Chapter- I : Introduction of the study 7-19
(a) Objective of the Study
(b) Scope and needs of the Study
(c) Literature Review
(d) Research Methodology to be used
(e) Limitations
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Introduction of the study
This study is about the advertisers perceptions about the hyper local in small city like Mohali
(Punjab) Perception is our sensory experience of the world around us and involves both the
recognition of environmental stimuli and actions in response to these stimuli. Through the
perceptual process, we gain information about properties and elements of the environment
that are critical to our survival. Perception not only creates our experience of the world
around us; it allows us to act within our environment.
Perception is the process by which organisms interpret and organize sensation to produce a
meaningful experience of the world. Sensation usually refers to the immediate, relatively
unprocessed result of stimulation of sensory receptors in the eyes, ears, nose, tongue, or skin.
Perception, on the other hand, better describes one's ultimate experience of the world and
typically involves further processing of sensory input. In practice, sensation and perception
are virtually impossible to separate, because they are part of one continuous process.
Perception in humans describes the process whereby sensory stimulation is translated into
organized experience. The perceptual process is a sequence of steps that begins with the
environment and leads to our perception of a stimulus and an action in response to the
stimulus.
Data base management is an important tool in the marketing process while marketing
process is an organization‘s coping with its environment. Kotler defines it as ―the process
identifying, analysing, choosing and exploiting marketing opportunities of fulfil the
company‘s mission objective. More specially it consist of identifying and analysing
marketing opportunities, segmenting and selecting target markets, developing a competitive
marketing mixed strategy and designing marketing management system for planning and
control information and marketing personnel.
[Philip Kotler: Principles of Marketing P.232]
The marketing process beings with the organization are trying to identifying attractive
opportunity. This step is known as Market Opportunities Analysis.
The next step is Target Market Selection which means identifying the customer group, the
company process to serve. In this context it has to be realised that a market consists to
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different groups, who may be classified according to certain special feature common to a
particular group. This brings us to the concept of Market segmentation.
[V.P Buell- Marketing Management]
The segment may be based on the ability of different groups of advertiser‘s long as it has a
relevance of any particular product. The segment chosen is called target market. The
company must examine the wants of that market and the position of the competitors. This is
the realm of market mix. The company can learn through marketing research, what
advertisers are primarily interests in.
―The advertisement market consist of all organizations and business outlay who provides
goods and services to the general people‖
[Philip Kotler: Principles of Marketing]
Advertisers vary widely in their age, sex, Income of the organization and size of their
organization & abilities etc....... Hence the advertising agencies treat the market to consist of
different segment based on their income and size of the organization and what size of
advertisement they generally required. But this does not mean that advertisers will always
respond in the way that marketer would have them do. Advertises go through elaborate
decision processes, involving several decision one after other until they give advertisement in
news paper.
Marketing research is the systematic design, collection, analysis and reporting of data and
findings relevant to a market situation facing the company. This required some kind of survey
which immediately demands who is to be surveyed? The survey provides data.
But data must be distinguished from information. Data are facts and figures that are not
currently used in a decision process and usually take the form of records which may be
intended to be used for decision making later on. Information consists of data that have been
retrieved, processed or otherwise used for inference purpose or as a basis for forecasting or
decision making.
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(a) Objective of the Study
Each and every journey has its own destination. Without destination there is no means of
journey. Similarly, every research has some prefixed objectives. Every steps taken by the
researcher during research period is always directly or indirectly towards the objectives.
―Objective work is like a pivot around which the every steps of the research is moving‖ So
any research study must be clearly state the issues being investigated. Therefore, as far as my
topic “ A brief study of Advertiser‟s Perception about Hyper local with Special reference to
„HT Mohali live‟ (a weekly supplement ) along with Hindustan times” is concern the major
research objective can be cited as follows:-
To study the brand image created by the ―Hindustan times‖ among the advertisers. To find out the scope of hyperlocal in newspaper industry To study on advertisers perception about ―Mohali live‖ (a weekly supplement) along
with Hindustan times.
Hypothesis: - On the basis of objective of the study we can formulate the following
hypothesis-
H 1o- Advertisement in hyper local is beneficial for advertisers in local city like Mohali.
H 1A- Advertisement in hyper local is not beneficial for advertisers in local city like
Mohali.
H2 0 – Advertisers are aware about HT Mohali live and they want to give their advertisement
In this HT weekly supplement in Mohali (Chandigarh).
H 2A – Advertisers are not aware about HT Mohali live and they do not want to give their
advertisement in ―HT Mohali live‖.
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(b) Scope of the study
In the globalize scenario it is very important to understand, what the advertisers want, How
they make various decisions or what are their source of information and influence process
etc.
This study undertaken for Hindustan times aims to study and identify the potential
advertisers. This has been done by preparing a questionnaire which contains questions put
forth to the respondents which would help to analyzing the willingness level of advertisers in
advertising in ―HT Mohali live‖ a weekly supplement along with the Hindustan times
This study would help in identifying the reason for advertisers advertising in ―HT Mohali
live‖ a weekly supplement along with the Hindustan times. All this would help in giving
suggestion to the Hindustan times in improving ―HT Mohali live‖ thereby satisfying their
corporate and retail clients.
As a researcher, during this training period I had co-related my theoretical aspects into
practical one. After knowing the actual problem, now I am able to solve it in effective and
efficient manner.
Need of the study
News paper industry gets major part of their revenue through advertising.
This study is about advertisers‘ perception on advertising in Mohali live.
These studies to know the impact of ―HT Mohali live‖ advertising and the brand
image created by the Mohali live among advertisers.
Findings of the study helps the Hindustan times to know whether they will get
repeated advertising from their existing advertiser client and to know their
satisfaction level.
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(c) Review of Literature
“Advertiser Perceptions: Cross Media Builds Purchase Intent” BY: research firm
advertising Perceptions 2010. The study found consumers expressed a stronger intent to buy
a particular product after they had been exposed to ads for it on more than one medium. That
finding could lend strong support to media buyers looking to justify cross-media ad spend,
especially since "intent to buy" is considered an important way to measure a campaign's
success.
In the study of “Advertiser perception of the internet as marketing Communication
vehicle: Case study ―By Khalid Alrawi and Walid Alrawi African Journal of Marketing
Management (2009) The overriding finding of the study is that the scope of Internet usage as
a media is affected by managements' perceptions of the effectiveness of their websites as
marketing tools. The researcher‘s recommendation in this context is that firms should
develop and evaluate a web-based methodology for evaluating the effectiveness of
promotional websites.
―The public’s perception of advertising in today’s Society by Sally Ford-Hutchinson
and Annie Roth well” The Thinking Shop 9 Kenneth Crescent London NW2 4PS 2009.
The main findings of this study is that -Advertising is everything with a name on it, Life
without advertising would be dull, Advertising is an indicator of business health ‗Clever‘
advertising is good advertising is all -embracing :The all embracing concept of advertising
was a widely held one although the older respondents (age 25+)
Moose pile (2008), Print media is certainly entering a new phase, but the death knell hasn't
sounded yet, and this is an old topic. The "print" side of it, i.e. putting their wares onto a
physical medium, is changing, but it doesn't affect the core of what print media is. Don't
forget that "print media" is words, Images, etc put onto a paper medium - but the medium is
merely the vehicle. It's the Print media that is moving to the "display media", but nothing else
is changing. The Words and images that print media produces come via another medium
now, but it's the same. You can't call print media dead or dying because people don't want to
read on Paper anymore - the content doesn't need paper as a medium to be relevant.
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“Brand Perception & Brand Equity of Baby Accessory Products in Working Moms’
Perspective” By: Phusit Wonglorsaichon* and Paitoon Sathainrapabayut source
International Review of Business Research Papers Vol. 4 No.1 January 2008 Pp.385-
395. The findings of this study are, working moms who were using differences brand would
be perceived their brand with difference ways. Working mom who was using Pigeon
perceived that Pigeon was innovating, Avnet was modernizing and Chico was safety for their
babies. These results were based on marketing communication programs that have been
implementing from each brand in order to create their brand characteristic and brand
differentiation from other players.
Children‟s Perception on TV Advertising A Case Study Of 3RD Graders in SBY”: Maria
Errson Ulrika Kobin SOURCE: Lulea University of technology Bachelor thesis
Marketing Department of business administration and social sciences Division of
indusial marketing and e-commerce (2007). The findings of this study reveal that children
are affected by tv advertisements and more they watch the more they are affected. They are
highly influenced by peers. Furthermore, their behaviour towards parents and pester more are
also affected by their viewing of advertisements. The most memorable commercial
advertisements for the children appear to be the ones using humours and celebrities.
“Corporate brand image: Antecedent, Mediating Role and Impact on Stakeholder
Expectation” by Prathab oburai YLR moorthi Chew kok wail Michael j baker Source:
INDIAN INSTITUTE OF MANAGEMENT, AHMEDABAD. According to this study,
Corporate brand image is impacted most by the brand awareness construct general
expectation construct have less impact. Corporate brand image on its own is a significant
predictor of specific expectations. Corporate brand image mediates the best of brand
awareness.―Australian and Taiwanese Advertiser's Perceptions of Internet Marketing‖
Source: University of New South Wales. With the Internet being a relatively new
communication medium, the perceptions of advertising agencies on the use and future
of Internet marketing has important implications for companies using these agencies to
develop their advertising strategies. This research investigates the perception of
advertisers towards the use of the Internet as a communication medium.
“Newspapers and Their Online Editions: Factors that Influence Successful Integration”
by: Bonnie Bressers and Robert Meeds (2006). The findings of the study is that Because of
the inherent cultural differences between traditional newspaper staff and online staff, industry
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analysts have suggested that online workers struggle for respect from their newsroom
counterparts. The perception of the relative equality of status between the print and online
staffs was not a significant predictor of levels of integration, but it was positively associated
with managers‘ reports that objectives have been met; suggesting that policies and practices
aimed at equalizing perceived levels of status between the two groups would be desirable.
“Selling Newspaper Advertising on the web: A Case Study of the Newspaper
Advertising” Website in A Chinese Press Group by Qiping Hu,M.A Master Student School
of Journalism. The finding of this study is the original idea of developing a newspaper
advertising website is to provide access to the latest, most relevant multimedia sales
presentation and additionally, interactivity based on the website between the sellers and
buyers is also projected. Despite differences between the business models between China and
America, the two studies have found some common values of the NAW.
“Advertisers' Media Selection in Small Newspaper Markets” By Ken Smith; Newspaper
Research Journal, Vol. 19, 1998 Journal Article Excerpt. When a salesperson comes to
understand the factors that influence the advertiser, "the skills of that person are enhanced."
The same could be said about the relationship between advertising representatives at smaller
newspapers and their clients.
Raymond, Mary A., Lim, Jong W. (2002), this paper provides a case study comparing the
international advertising strategy that Hyundai Motor Company, Korea, utilized when they
introduced the Hyundai Santa Fe in Korea and in the United States. Based on Hyundai's
understanding of factors affecting standardization and adaptation decisions and possible
negative country-of-origin effects, the case illustrates how Hyundai created a positive brand
image with a local adaptation advertising strategy. A framework illustrating factors affecting
the local adaptation decision, the advertising decisions that Hyundai made, and the
effectiveness of those decisions is presented. in the United States. Fernandez, Leela (2000),
the article intervenes in the debate over the effects of globalization on the nation-state by
exploring the ways in which meanings of the global are produced through the nationalist
imagination in India. Globalization in India has unfolded in the context of the `new economic
policies' of liberalization initiated in the 1990s. Both television and print media images
increasingly contribute to the reproduction of a hegemonic political culture, one that has
discarded the remnants of a state-dominated planned economy. An analysis of this process
calls into question the post-national thesis of the globalization paradigm
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(d) Research Methodology to be used
―Marketing research is the systematic and objective, identification, collection, analysis,
dissemination, and use of information for the purpose of improving decision making related
to the identification and solution of problem‖
During the course of conducting the study the information were gathered mainly through the
sources. Conducting field survey by talking to the advertisers who giving their advertisement
in ―HT Mohali live‖ and other hyper local. The methodology used in the survey is personal
observation and interviewing with the advertisers with the help of questionnaire.
Defining the problem
The research objective state that what information is needed to solve the problem. Here the
objective of the research is customer preference towards choosing a newspaper as a medium
of advertising and scope of hyper-local newspaper in print media.
Research Design
Research design is a framework or blueprint of conducting the marketing Research project. It
detailed the procedure necessary for obtaining the information needed to structure and/or to
solve marketing research problem.
The two general types of research are:
1. Exploratory
2. Conclusive
The objective of exploratory research is to provide insights into and understanding of the
problem confronting the researcher, the objective of conclusive research is to test specific
hypothesis and examine specific relationship.
There are two general type of conclusive research:
1. Descriptive 2. Causal
The objective of descriptive research design is to describe something usually market
characteristics or function.
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Once the problem is defined, the next step is to prepare a plan for getting the information
needed for the research. The present study will adopt descriptive and casual approaches,
where in there is a need to gather a large amount of information before making a conclusion
if required.
VAGUE PROBLEM
EXPLORATORY RESEARCH
NEWIDEAS HYPOTHESIS
CONCLUSIVE RESEARCH
DECISION
Sources of data:
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Data requires for the research work can be made available from the different sources, they
classified in two groups.
(a) Primary Source: Includes living person, in my survey primary sources constituted of the
advertisers who giving the advertisement in ―HT Mohali live‖ and other hyper local.
(b) Secondary Sources: Includes already collected data whether published unpublished, such
as official database, magazines and journals.
Sampling:
When a small group is taken as the representative of the whole, the study is called sampling
study. Sampling allows us to concentrate our attention upon a relatively smaller number of
items and hence, to devote more energy to ensure that the information collected from them is
accurate. When the whole area or population of person contacted the method is known as
census method.
In my survey it was census method because I was a assigned a job to do survey in Mohali
area and take feedback of all those advertisers who giving their advertisement in print media
industry.
Sampling Plan:
Sampling technique : Random sampling
Sample size : Sample size chosen here for this study
Were 100 as suggested by the company?
Sample unit : Advertisers in Mohali market
Time Dimension : Period on 6th
June 2011 to 18 July 2011
Sample Size
My sample size is of 100 samples
Sampling Unit
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Sampling unit is that of ―who is to be surveyed‖. The survey is on local commercial
advertisers of Mohali, Chandigarh.
Data collection tools
The collection of data required through
(a). Questionnaire (b). Personal Interview (c) Observation
Questionnaire
It is a piece of paper with a set to questions related to the purpose to research, which is
presented to the respondent. The questionnaire used in my project had close-ended and liker
scale questions.
(a) Close- ended
(b) Open- ended
Personal Interview
It is a process of communications or interaction in which generally two persons are involved
and it was a face to face interaction. In my survey the questionnaire was presented before the
respondent and response was thus collected and it was face to face interaction.
Observation Method
When we look at the phenomenon with some objective it is called observation. It is the
important technique of data collection. This method was also accompanying survey, to
Know the exact position of responses of the respondents.
Time Span of the field Work The field work carried out in a span of 6 weeks.
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(e) Limitations of the Study
Since every study is subjected to some limitations. The market researcher has to face certain
problems while doing research work, knowing the limitations beforehand. Some are
controllable and conducted in a very systematic manner various limitations exist which can‘t
be over looked. In my study is also not free from limitations because-
TO ERR IS HUMAN
Although, I tried my best to control the extraneous variables is my research process them also
I was subjected to certain limitations of this project are-
The sample size is very small in compression to actual advertisers. Since I was hard—
pressed against time. I had to keep sample size small.
This study was concentrated in Mohali so finding is generalized for Mohali along
(local market)
The data for the project was conducted from the opinion of advertisers in market.
Any bias in the opinion of false will impact on the findings of the study.
Some of the answer given by the respondents may be biases.
Few respondents were reluctant while answering the question due to their busy
schedule
Time is a constraint because duration of project is 6 weeks.
Some of the advertiser‘s were hesitating to give whole- hearted opinions due to
fear.
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Chapter – II: Introduction of the Organization 21-32
(a) History of the organization
(b) Group Profile of the Organization
(c) Mission & Vision
(d) Market Status of the Organization
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Introduction to the Organization
Hindustan Times (HT) is an Indian English-language daily newspaper founded in 1924 with
roots in the Indian independence movement of the period ("Hindustan" being a historical
name for Northern India).[2]
Hindustan Times is the flagship publication of HT Media Ltd. In 2008 the newspaper
reported its circulation as being over 1.14 million according to the Audit Bureau of
Circulations (India), ranking it as the third largest daily English newspaper in India. The
Indian Readership Survey (IRS) 2010 revealed that HT has a readership of (34.67 lakhs),
placing it as the third most widely read English Newspaper in India after The Times of
India.[3]
It has a wide reach in northern India, with simultaneous editions from New Delhi,
Mumbai, Kolkata, Lucknow, Patna, Ranchi, Bhopal and Chandigarh. The print location of
Jaipur was discontinued from June 2006. HT launched a youth daily, HT Next, in 2004. The
Mumbai edition was launched on 14 July 2005 and the Kolkata edition was launched on early
2000.
HT today has become a leading newspaper in India. Because of the authenticity of its news,
the newspaper has become a market leader for English papers in north India. The newspaper
has been working non- stop since the Indian independence movement. Prominent faces like
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Devdas Gandhi and Khushwant Singh have at times edited the paper. Hindustan Times has
proved its nationwide reach in India. Leadership through quality and innovation is the
hallmark of the Hindustan Times Limited.
Other sister publications of Hindustan Times are Mint (English business daily), Hindustan
(Hindi Daily), Nandan (monthly children's magazine) and Kadambani (monthly literary
magazine). The media group owns a radio channel, Fever, and organises an annual Luxury
Conference which has featured speakers like designer Diane von Furstenberg, shoemaker
Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick Normand. Hindustan
Times is owned by the KK Birla branch of the Birla family
Over seven decades the organization has been a major force in the print media. The
Hindustan Times Ltd. plans to consolidate itself as a vibrant and modern media powerhouse
through strategic partnerships, ever-increasing scope of operations and a consumer focussed
approach.
(a) History of the Organization
Hindustan Times was founded in 1924 by Master Sunder Singh Lyallpuri, founder-father of
the Akali Movement and the Shiromani Akali Dal in Punjab. S Mangal Singh Gill (Tesildar)
and S. Chanchal Singh (Jandiala, Jullundur) were made in charge of the newspaper. Pandit
Madan Mohan Malaviya and Master Tara Singh were among the members of the Managing
Committee. The Managing Chairman and Chief Patron was Master Sunder Singh Lyallpuri.
K. M. Panikkar was its first editor with Devdas Gandhi (son of Mahatma Gandhi) on the
editor's panel. The opening ceremony was performed by Mahatma Gandhi on 15 September
1924. The first issue was published from Naya Bazar, Delhi (now Swami Sharda Nand
Marg). It contained writings and articles from C. F. Andrews, St. Nihal Singh, Maulana
Mohammad Ali, C. R. Reddy (Dr. Cattamanchi Ramalinga Reddy), T. L. Vaswani, Ruchi
Ram Sahni, Bernard Hatton, Harinder Nath Chattopadhyaya, Dr Saifuddin Kichlu and Rubi
Watson etc."Sadar Panikkar launched the Hindustan Times as a serious nationalist
newspaper. As an Oxonian, historian, and litterateur, Panikkar must have hoped to make his
paper eventually more than an Akali sheet. He became the editor and funds flowed freely
from activist Akali patrons. He exerted himself strenuously, but the paper made very little
headway. In two years Panikkar could not take the print order any higher than 3,000? By then
the Akali movement appeared to lose steam and funds dried up.
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The paper was saved from an untimely demise when Pandit Madan Mohan Malaviya stepped
in to realise his vision of a newspaper in Delhi." - TJS George, Lessons in Journalism, 2007,
Viva Books, New Delhi.Malaviya raised Rs. 50,000 rupees to acquire the Hindustan Times
along with the help of nationalist leaders Lajpat Rai and M. R. Jaywalker and industrialist G.
D. Birla, who paid most of the cash. Birla took full control of the paper in 1933. The paper
continues to be owned by the Birla family.It has its roots in the Indian independence
movement of the first half of the twentieth century and even faced the noted "Hindustan
Times Contempt Case (August–November, 1941)" at Allahabad High Court.[4]
It was edited
at times by many important people in India, including Devdas Gandhi and Khushwant Singh.
Sanjoy Narayan has been appointed the editor in chief of the paper and was due to take over
in August 2008.[5]
Recently [when?]
the editorial page has seen a major makeover and has been named "comment"
to bring in more flexibility and some-what less seriousness to the page.
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(b) Group Profile of the Company
Ownership of Hindustan Times
Owned by HT Media Ltd., Hindustan Times is part of the India's famous KK Birla group and
currently managed by Shobhana Bhartia, granddaughter of GD Birla. At present the KK Birla
group owns 69 per cent stake in HT Media Ltd, currently valued at Rs 834 crore. Shobhana
Bhartia joined Hindustan Times in the year 1986. At the time of joining HT, she was the first
woman chief executive of a national newspaper.
Board Committees of HT Media The Board of Directors of HT Media has formed
six sub-Committees, which have been delegated requisite powers to discharge their respective
functions. These committees are:
(i) Audit Committee - The Audit Committee of the Board has been constituted in
accordance with the requirements prescribed under Section 292A of the Companies Act,
1956 and Clause 49. The composition of the Audit Committee is as follows:
(ii) Investors‟ Grievance Committee -The Investors‘ Grievance Committee of the
Board has been constituted in accordance with Clause 49, to primarily supervise and look
into the redressed of investor requests/ complaints pertaining to transfer / transmission /
Demat / remat / split of shares, non-receipt of balance sheet, non-receipt of declared
dividends etc. The composition of the Investors‘ Grievance Committee is as follows
Name of the Director Position in the Committee
Shri N.K.Singh Chairman
Shri Priyavrat Bhartia Member
Shri Shamit Bhartia Member
Name of the Director Position in the Committee
Shri K.N. Memani Chairman
Shri N.K. Singh Member
Shri Y.C.Deveshwar Member
Shri Shamit Bhartia Member
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(iii) Committee of the Board of Directors, formed in pursuance of Clause 41
Pursuant to the amended provisions of Clause 41 of the Listing Agreement, the Un-audited
Financial Results of a Company can be approved by either the Board of Directors, or by a
committee thereof, other than the Audit Committee. In accordance with the same, the Board
of Directors of the Company, at their meeting held on 31st
July, 2007, had formed a
Committee of the Board of Directors, to primarily approve and take on record the Un-audited
Financial Results of the Company from time to time. The composition of the said Committee
is as follows:
Name of the Director Position in the Committee
Smt. Shobhana Bhartia Chairman
Shri K.N. Memani Member
Shri N.K. Singh Member
Shri Roger Greville Member
Shri Shamit Bhartia Member
(iv) Compensation Committee -The Compensation Committee of the Board is
responsible for administration and superintendence of the ―HTML Employee Stock Option
Scheme‘. The composition of the Compensation Committee is as under:
Name of the Director Position in the Committee
Smt. Shobhana Bhartia Chairperson
Shri K.N. Memani Member
Shri N.K. Singh Member
(v) Banking and Finance Committee
The Banking and Finance Committee of the Board has been entrusted with miscellaneous
functions relating to banking, finance and investment matters of the Company. The
composition of the Committee is as follows:
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Name of the Member Position in the Committee
Smt. Shobhana Bhartia Chairperson
Shri N.K. Singh Member
Shri Shamit Bhartia Member
The Company Secretary acts as the Secretary to the Committee.
(vi) Investment Committee
The Investment Committee was constituted by the Board of Directors at its meeting held on
31st
July, 2007, to (i) consider and approve proposals of investment in moveable/ immovable
property (ies) owned/developed/manufactured by other body corporate and (ii) consider and
recommend to the Board for approval, proposals of investment in equity capital of other body
corporate. The composition of the Investment Committee is as follows:
Name of the Member Position in the Committee
Smt. Shobhana Bhartia Chairperson
Shri N.K.Singh Member
Shri Priyavrat Bhartia Member
Shri Shamit Bhartia Member
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Popular Columnist of Hindustan Times
Shobhana Bhartia
Vice-Chairperson and
Editorial Director
Rajiv Verma
CEO HT Media Ltd
Chaitanya Kalbag
Editor-in-Chief
Vir Sanghvi
Advisory Editorial Director
Mrinal Pandey
Group Editor
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(c) Mission & Vision
HT Media strives to be a visionary organization and not an organization with a vision. In our
Endeavour to have a shared understanding, alignment and commitment, we have derived our
company‘s vision that sets the course and empowers people to take action.
(d) Market Status of the Organization
Hindustan times Supplement
HT Brunch: HT Brunch is a 28 page magazine containing stories and snippets from lifestyle
to travel. It comes every Sunday.
HT Power job: This supplement is dedicated to careers with information on everything from
job listings to career counselling. It comes every Tuesday.
HT Premiere: HT Premiere comes every Thursday containing items on entertainment
covering Hollywood and Bollywood.
HT Horizon: A career related supplement, HT Horizon comes every Wednesday.
HT Estates: HT Estates contains real estate and property related features and circulated on
Saturdays.
HT Mumbai Edition: Launched on 14th July 2005, HT Mumbai is one of the leading
newspapers of the city. The Mumbai HT is managed by Mohit Ahuja, an alumnus of
NMIMS, Mumbai. HT Mumbai comprises of 22 - 24 pages and carries other supplements
every day. The Mumbai edition carries a lifestyle supplement called HT Cafe (32 pages in
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tabloid format). Circulated six days a week, HT Cafe devotes 8 pages to subjects like
automobiles, travel, health, comics, gizmos and weekend. On Wednesdays, HT Mumbai has
an education supplement called HT Horizons.
HT Delhi Edition: Delhi's leading newspaper, HT Delhi Edition usually contains 22 - 24
pages main newspaper including a daily lifestyle called HT City and other supplements on
weekdays. On Fridays a special Weekend edition of HT City is circulated called HT City
WE.
On Tuesday HT Delhi carries a jobs supplement called 'Power Jobs' and an education
supplement on Wednesdays. Real Estates section called HT Estates and Luxury supplement
called HT Splurge are circulated on Saturdays. Every Sunday HT Delhi carries a special
magazine called Brunch, which carries articles on lifestyle, entertainment, food, travel,
fashion.
HT Lucknow, Patna and Chandigarh Editions: Lucknow, Patna and Chandigarh Editions
of HT contain only the main newspaper carrying only one or two supplements weekly. On
Sundays, these editions have a special four to eight pages Sunday Magazine.
HT Circulation: Based on the readership survey of 14.49 million readers, HT has a
combined circulation of 2.25 million copies everyday including Hindustan Times (English)
and Hindustan (Hindi). Due to huge circulation, HT enjoys strong brand recognition among
the readers and advertisers as well.
Awards and Recognitions: Over the years Hindustan Times has won several national awards
and earned certificates of recognitions. Hindustan Times has a good track record at the IFRA
and has won several awards this year as well.
HT Group in Electronic Media: HT Media Ltd has ventured into electronic media through
its subsidiary HT Music and Entertainment Company Ltd... The company has entered into the
FM radio market in major Indian cities through a consulting partnership with Virgin Radio.
The radio channel, Fever 104 is currently available in the cities of Delhi and Mumbai.
HT Events: HT Media group annually organizes a Luxury Conference and also a Leadership
Summit in Delhi. The Luxury conference had been attended by featured speakers like
designer Diane Von Furstenberg, shoemaker Christian Louboutin, Gucci CEO Robert Polet
and Cartier MD Patrick Normand.
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HT weekly Supplement in Chandigarh Region
(Exclusive for Mohali - Chandigarh- Panchkula)
(1)
Every Thursday only in “Mohali”
(2)
(3)
Every Friday Only in “Panchkula”
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“HT Mohali live” (a weekly supplement)
―Mohali live ―is a supplement paper of Hindustan time which is running with Hindustan time.
―Mohali live‖ is a first hyper local which was started by HT Media ltd. Mohali on 2009. It‘s a
hyper local newspaper for Mohali. The main Motive to start a ―Mohali live‖ hyper local in
Motives are to provide more space for the news of Mohali region it is not possible in HT
main So to short out this problem. HT start ―Mohali live‖ hyper local in Mohali region. The
one another main motive to start Panchkula live was to generate more and more revenue for
HT through advertisement.
The Mohali city is near Chandigarh, so grasp more and more market on the point of
advertisement. One main motto behind starting Mohali live is to attract local market business.
Because they cannot advertise in national newspaper Last but not least one another reason
was to increase the circulation of HT in Mohali city by generating a emotional appeal on the
mind of the Mohali people by starting a local news paper only for Mohali. And the punch line
for Mohali live also show a emotional appeal Mohali live publish on every Thursday and
attached with HT free of cost and the commercial houses where HT is not issuing there only
Mohali live delivered free of cost.
When Mohali live is on starting stage its selling is door to door but in present it inserted with
Hindustan time.. At present the circulation Mohali is about 10,000 in house hold and 3000
commercial. Its circulation is better than other local newspaper in Mohali Because of brand
name. Most of advertise want to advertise in Mohali live. Mohali live is running in profit.
Most of the news, articles, editorial content and advertisement also came into Mohali live are
belongs to particular Mohali and its near places which are close to the Mohali region. The
Mohali live is managed by the management of HT main paper. And it published from HT
Mohali press. It has total 12 papers which include different 7 verticals like:- -News - Our
community - Education - Life style Fashion -Your stars –Wellness When we talk about cost
of advertisement in mohair live is very low compare to other national newspaper-
The revenue of Mohali live is to 50000 Rs per issue .Because it‘s published
only in Thursday It is running very good into the Mohali market. It is the best
newspaper compare to all other advertising media in Mohali market.
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HT Mohali live Advertisement Rates (Size-1cm X 1cm)
1 1st Page Rs. 55
2 3rd
Page Rs. 45
3 Others Page Rs. 35
4 Back page RS. 50
Special offers
Weeks Free weeks
1. 4 2
2. 7 4
3. 15 10
4. 26 26
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Chapter –III : Industry overview 33-39
(a) News paper Market
(b) Advertisers' Media Selection in Small
Newspaper Markets.
(c) Major Players in the Region [Chandigarh]
(d) Role of Indian Newspaper
(e) Recent Issues In newspaper Industry
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(a)News paper market
Survey results find that traditional journalistic values remain important at market-oriented
newspapers, though senior editors tend to report more interaction with departments outside
the newsroom - including the advertising department. In a market-oriented business, the
customer is unquestionably king. The successful market-oriented firm identifies a potential
market opportunity, selects a group of customers that it wants to serve and develops a
strategy for efficiently meeting the wants and needs of those customers. The central business
assumption is that long-run success depends on a strong, organization-wide focus on
customer wants and needs. During the last decade, as the business environment has become
more challenging for daily newspapers,2 many of them have adopted a stronger market
orientation. They have concentrated both on learning what their two customer groups -
advertisers and readers - say they want and need from a newspaper, and on finding ways to
meet those wants and needs. In newsrooms, this has brought changes to the news-making
process.
Rather than relying strictly on journalists' expert judgment to decide what to publish in the
newspaper, newsroom managers have encouraged reporters and editors to pay more attention
to perceived reader interests. They also have asked reporters and editors to shape content to
more closely conform to those reader interests.3 this practice has drawn praise and criticism.
Supporters have argued that it will help save daily newspapers from irrelevance and, perhaps,
extinction.4 Critics have disparaged it. 5 They have charged that market-oriented news
organizations: De-emphasize serious content in favour of frivolous, entertaining information.
Undermine the ethical fire wall between an organization's news and business operations. Fail
to live up to social obligations to disseminate the kind of public-affairs information essential
to a democracy. This article examines those assertions as it explores what it means for a news
organization to be market oriented by asking these questions:
The answers to these questions are based on a 1996 national survey of 406 senior editors at
182 general-circulation U.S. daily newspapers. This survey differs from earlier quantitative
research on market-oriented journalism in that the sample is larger and the questionnaire
more comprehensive than most other studies of this subject. In addition, the national sample
allows the findings to be generalized to all U.S. general-circulation dailies, whereas much of
the earlier research has had a state-wide or regional focus.
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(b) Advertisers' Media Selection in Small Newspaper Markets.
-As the market becomes continually more competitive for advertising dollars, newspapers
need to develop more sophisticated sales strategies.
(1) Yet, due to personnel limitations and other economic considerations, smaller newspapers
may find compiling data and developing sales strategies to be daunting tasks. Some relief is
granted by the typical advertisers in small communities -- local merchants. They may not
demand data that is as sophisticated as that required in larger markets because the vast
majority of advertisers in smaller markets are not very knowledgeable about market
conditions.
(2) This does not absolve newspaper sales personnel from knowing their advertisers. In
writing about the relationship between national advertisers and a sample comprised mostly of
larger dailies, Daniel Stout concluded that when a salesperson comes to understand the
factors that influence the advertiser, "the skills of that person are enhanced."
(3) The same could be said about the relationship between advertising representatives at
smaller newspapers and their clients. Even in those markets, as salespeople develop better
skills, they may increase the ad revenues that will help fund an improved news product.
(c) Major Players in the Region
‗Dainik Bhaskar‘ it is the first Hindi newspaper launched in this region.
‗Amar Ujala‘ a good and established brand established from 8 years
‗Punjab Kesri‘ a very old player in this region.
‗The Tribune‘ local newspaper for this region.
‗The Times of India‘ which has a nationwide recognition.
Indian Express
Tricity a local newspaper particular for advertisement.
Shoppers next local advertisement magazine
Adman local advertisement magazine
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(d) Role of Indian Newspaper
Newspapers and newspaper advertising has been the most important tool in shaping the
growth and development of any society in the modern world. More than anything, they have
been very instrumental in bridging the communication gap between people that contributes to
the air of awareness in a society.
Since the very first day that the oldest newspaper in the world had made its appearance, there
have been seen progressive changes that have catapulted the Status of every society to new
levels of evolution from time to time. The newspaper industry in every country stands out as
an influential body contributing to the development of the modern society by acting as one of
the most potential platform for exchange of thoughts and opinions. Moreover, by covering a
wide arrange of topics that are relevant to the daily lives of the people in a society, it
promulgates the identity of the society, and acts as the dispenser of public opinions. One of
the most crucial tasks of the newspaper industry is its contribution towards the economic and
industrial development of a country
The Indian newspaper industry has passed various stages of evolution to reach the status
that it enjoys today – that of a leading press arena in the world. There are hundreds of
newspapers that reach out to the people of this vast country in enormous numbers every
morning. A typical Indian daily newspaper is the staple diet for a typical Indian, bringing
him/her news from all over the globe. Since daily newspapers succeed in attracting more
readerships, an Indian daily newspaper is the order of the morning for eager news hungry
readers across the country. By garnering an increasing number of subscribers in the form of
readers, newspapers clearly reflect the individuality of a reader and the country as well.
The growth in the circulation of newspapers in the country results in the overall economic
prosperity of the country, elevating it to higher levels. An Indian daily newspaper strikingly
plays a significant role in the structural shaping of the country‘s economical development. In
fact, the newspaper industry of any country for that matter spreads knowledge and awareness
amongst the people by propagating itself as a medium for a wide area of topics such as
politics, sports, social issues, medicine, entertainment, advertising and marketing and so on.
These factions gel between each other on paper to rope in prosperity for a country by cashing
in economic prosperity.
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(e) Newspaper Industry in India
Newspapers shape the nation and it holds true for India as well. Even before India got
independence, newspapers played a major role in spreading the issue of independence.
Today, India has over 300 big newspapers, besides hundreds of medium and small-sized
ones. And the number is increasing almost every day as existing newspapers bring out new
editions apart from new players joining the bandwagon. More recently, Metro International,
Sweden is in talks with ABP group to launch their daily ‗Metro‘ in India. The negotiations
are on and very soon the deal would be done. Similarly, UK based Associated Newspapers
and India Today Group has entered into a joint venture to launch the ‗Daily Mail‘ in India.
With such international newspapers foraying into the Indian market, the future of the
newspaper industry at large looks promising.
There was a time when select group of newspapers were ruling a particular region and they
all were self-contained and did not wish to foray into other regions. For example, Hindustan
Times was confined to Delhi region, The Hindu in Chennai region, while Tribune was
dedicated to Ambala (later Chandigarh), Anandabazar Patrika was confined in West Bengal
and Bhaskar in Gujarat and so on The Indian Express group launched its Marathi daily
‗Loksatta‘ in Bangalore and Hyderabad. Deccan Chronicle Holdings Ltd launched the
Chennai edition of Deccan Chronicle and they are now planning to bring out a Bangalore
edition as well. HT Media Ltd launched a new edition in Kolkata and lately in Mumbai. They
also re-launched HT Next, targeted at students of age group 12 to 16 years with its new
campaign ‗I am next‘.
Business newspapers have also branched into new editions in newer territories. Financial
Express, the business daily, launched its Pune edition while Business Standard launched its
Bhubaneswar edition. Another business newspaper (20 pages colour and 4 pages black-and
white) launched was ‗Mint‘ from the Hindustan Times group in Delhi and Mumbai. After
these two cities, HT Media plans to launch Mint in Kolkata and Chandigarh, giving
competition to Economic Times from Times of India group. DNA Money launched its
Ahmadabad edition for the Gujarati businessmen and also a stand-alone Mumbai edition,
even though it continues to be available as a supplement along with the main paper ‗DNA‘ in
Mumbai. DNA Money is planning to bring out its Jaipur edition as well. The Times Group
has launched a Gujarati language edition of The Economic Times.
It‘s really surprising that how fierce competitors join hands to form new strategies - first it
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was in collective marketing campaigns and now a joint newspaper as well. As a new
marketing alliance, Business Standard has tied up with Desh Parades Ni AajKaal, a Gujarati
evening newspaper, for advertising combination. This step has been taken to grow the
circulation of Business Standard in Saurashtra and Kutch regions.
(f) Recent Issues in Newspaper Industry
Hindustan Times and Times of India jointly launched a newspaper ‗Metro Now,‘ a morning
tabloid targeted at the age group of 18-30 years. Metro Now is published by Metropolitan
Media; a 50:50 joint venture between HT Media and The Times of India group. Even though
the tabloids have not been very successful in the past, especially in Delhi, but this market is
now set to experience world-class changes as three major tabloids are lined up for Delhi
region alone - first it was Metro Now and recently Mid Day group has re-launched its
afternoon tabloid ‗Mid Day Delhi‘ on the same content lines as ‗Mid Day Mumbai.‘ Both the
newspapers are targeted at the young readers who are regularly on the move. Besides, the
Times of India group is set to launch Bangalore Mirror, another tabloid for the IT city
Bangalore. In terms of adopting new technologies, the newspapers have realized that
customer is the king and amidst so many choices, readers would go for newspapers that are
more reader-specific, content-rich and give value for money. The black & white technology
is becoming passé whether it is a mobile phone or a newspaper. Today, readers prefer all-
colour editions and more and more newspapers have come out with all-colour editions. This
has necessitated the newspaper publishers to opt for CtP technology, which by default has
improved the print quality and reduced the waste percentage. Besides, the newspapers are
also going in for makeover of their publications, in terms of layout, font and sometimes even
masthead. For this, they are spending substantial money and are even taking help of
international designers. The cut-off size 546 mm is preferred over 578 mm, which has
resulted in savings in newsprint cost. The price of the newspapers also dwindled and some
Indian Newspaper Society has advised its member-publications to reduce their
newsprint consumption by 20%
To tide over the crisis, INS members are pressing for a 30% increase in government
advertising rates
Newspapers may see a 10% drop in ad volume
The print media industry is saying it is not as bullish as it was last year
Print media industry increased their advertisement rates.
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newspapers even went to the extent of offering their newspaper at Re 1 only. Top newspapers
in India are now opting for high-speed web presses like that of Goss, MAN Roland,
Mitsubishi and mailroom systems from Fergal and Muller Martini. However, the majority of
newspapers are continuing their production on indigenously produced equipment. With this
impressive growth in the industry, it is high time that the high-end manufacturers from
developed countries may enter into India either in collaboration with local manufacturers or
independently to tap the growing demand. Infact, a little bird has informed that a leading
foreign manufacturer is in talks with a local web press manufacturer to jointly set up a new
manufacturing facility in India. It would indeed be a major step in this industry and the effect
would be for all of us to see. Quality has become an important factor in the industry and
Indian newspapers are continuously investing in quality control equipments. The demand for
automatic registration control systems has increased to the extent that leading manufacturer
QI Press Controls is planning to come up with manufacturing activities in India.
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Chapter –IV: A Conceptual and Theoretical Aspect of
Advertisement 41-51
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ADVERTISMENT
―Doing business without advertising is like winking at a girl in the dark, you know what you
are doing, but nobody else does‖
Stewart H.Britt
The word ―Advertising‖ has its origin from a Latin word ―Advertise‖ which means to turn to.
It may be interpreted as to turn the attention of the people concerned to a specific thing
which has been announced by the advertiser publicity in order to information and influence
them with the ideas which the advertisement caries. In business world, the term is mainly
used with references to selling the product of the concern.
When a firm has developed a product to satisfy the market demand after thoroughly
analyzing the market, there is a need for establishing contact with the target market to
eventually sell the product. Moreover,, this has to be a mass contact,, which means that the
marketer is interested in reacting a large number of people so that product may receive
optimum exposure. Naturally, the best way to reach this target market is through advertising
is one of the means to publicity, sales promotion and public relation.
To a lay man, advertising is nothing more than the use of bright idea stunts slogans, to
popularize goods which appeal to the great body or ordinary consumers. But this is not the
full description of advertising. Adverting is an extremely versatile tool of sales promotion. It
consists of non-personal form communication conduct through paid media under clear
sponsorship. There is some specific definition of advertising.
(I) According to American Marketing Association ‗Advertising is any paid form of non-
personnel presentation and promotion of ideas, goods or services by an identifies sponsor‖
(II) Prof. Albert Fray defines ―Advertising as the presentation of visual and oral message and
their dissemination through paid media for the purpose of marketing people aware of and
favourable inclined towards a product, brand services institution,, idea or point of view.
This is clear from the above definition that in the modern sense, advertising is a mass selling
technique. It is not only a commercial device through the use of which business gets people
to buy its product, it is informative and educational force that aids the consumer to form
judgement on what to buy. Thus it is an extension of personal salesmanship from that which
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is directed to an individual or small group of people to that which is directed to reach
thousands of people over the network of media.
Objective or Purpose of Advertising
The main objective of the advertising is communication. It long term objective is the profit
maximization of the firm. Through the basic purpose of advertising is to bring the advertised
product as well as the feature and use of the notice of the consumer. Its serve a number of
other. Allied purpose also which are as follows:
(I) Help to salesman.
(II) Certainty of new demand.
(III) Removal of doubt about product and services.
(IV) Maintenance of scale demand.
(V) Creation of image and goodwill of the advertising firm.
(VI) Explaining the various use off goods to the consumers.
(VII) Reduction in production and distribution costs.
(VIII) Increase the sales and ultimately in the profit of the firm.
Selection of a suitable medium of advertising is an important decision. There are numerous
media of advertising available to the modern advertisers. Novelty in this field is a misnomer.
In fact there is nothing novel in this area because with the passage of time? The advertisers
and advertising agencies have thought of new way and means of approaching the prospect.
But for the sake of description one can continently divide the basic types of advertising media
in the following manners.
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Advertising Media
Press advt. Mural Advt. Mail Advt. Other Media
(a) News papers: 1. Poster 1. Direct Advertising
1. Daily papers 2. Advertising Board Outdoor Advertising
2. Sunday News papers 3. Wall Advt. Advertising Novelties
3. Weekly Supplement 4. Bus, train etc... Exhibits Trade shops
4. Weekly News papers Screen Advertising
(b) Magazine: Directories
1. Weekly Packages and
Gift
2. Fort Nightly Inserts
3. Monthly Calendar and
Gifts
(c) Journals
1. Trade Journals
2. Technical Journals
ADVERTISERS‟ PERCEPTION
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Advertiser Perceptions provides media company executives with essential insight necessary
for increasing ad sales, market share and competitive advantage.
Newspaper Advertising - Advantages & Disadvantages
Advantages of Newspaper Advertising
There are a number of characteristics of paid-circulation newspapers that make them
especially appealing to advertisers:
Most paid-circulation papers, both daily and weekly, reach the majority of homes in
their primary city or town.
Almost every home in the India receives a newspaper, either at the newsstand or by
home delivery.
Newspapers permit an advertiser to reach a large number of people within a specified
geographical area.
The printed advertising message has both permanence and desired obsolescence. A
reader can refer back to, or even clip and save, a particular ad, yet tomorrow‘s edition
is new and fresh and as eagerly sought by the same reader.
The newspaper offers a predictable frequency of publication: once, twice or up to
seven times a week.21
Newspapers have immediacy. You can place an ad on Monday and be getting Results
before the week are over. Short deadlines permit quick responses to changing market
conditions.
People expect to find advertising in their newspapers. In fact, many people buy
newspapers just to read the ads from the restaurants, movies and discount stores.
Reading the newspaper has become a habit for most families. It has something for
everyone.
You can reach certain segments of your market by placing your ads in different
Sections of the paper such as: sports, comics, crosswords, news, classifieds, etc.
An advertiser has flexibility in terms of ad size and placement. Production changes
can be made quickly, if necessary, a new insert can be added on short notice.
Advertisements can be examined at leisure. Exposure is not limited, so readers can
take their time reading the messages.
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It offers a great variety of ad sizes. If you don‘t have a large budget, you can still run
a series of small ads.
Many options are available. Copy alone; copy with graphics; black and white; or full
colour.
Newspaper supplements often feature certain subjects that readers pull out and Save.
Disadvantages of Newspaper Advertising
Advertising in the newspaper is not without a few inherent disadvantages, such as:
Any given advertising message must compete for the reader‘s attention. The paper
may contain hundreds of ads, as well as dozens of articles and features for the reader
to wade through. If the total time spent scanning a newspaper is only 20 minutes, your
ad may not be noticed by a significant number of people.
You have no assurance that every person who receives the newspaper will read your
ad. They may not read the section you advertised in, or they may simply have skipped
the page because it contained little or nothing else of interest.
It has a relatively short life span (newspapers are typically read once, then discarded),
thus requiring multiple insertions.
LITERATURE SURVEY
Advertising Perception Survey Experts
Definition: Advertising Perception Survey - In the context of litigation, an advertising
perception survey is a study commissioned by a challenger seeking to show that a
competitor's advertising contains implied messages that are false or misleading.
What Advertisers Think?
The largest multi-client study of media decision makers in the world, The Advertiser
Intelligence Reports (AIR) provides media executives with the plans and opinions of more
than 1,500 advertising decision-makers (agency and marketer), by media decision making
responsibility, across twelve major advertising categories, about more than 300 leading
online, print and television media brands.
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Key Measures and Trends by leading Online Media Brands, Magazines, National
Newspapers and Television Networks include:
Advertising Consideration
Advertising Plans
Media Selection Criteria
Perceptions of Media Brands by Selection Criteria
Perceptions of Marketing Effectiveness
Perceptions of Sales Coverage
Perceptions of Salespeople
Advertiser Satisfaction
Plans to Increase, Decrease and Maintain Ad Spending
Measured Advertising Categories Include:
Entertainment
Finance
Home Furnishings and Appliances
Liquor, Beer and Wine
Pharmaceuticals and Health Care
Retail
Technology and Consumer Electronics
Toiletries and Cosmetics (Beauty)
Advertiser Perceptions: Optimism down for 2008
The forecasts predicting an upswing in online advertising and an increase in budgets may
have been a bit off, at least for the first six months of 2008. According to the most recent
Advertiser Perceptions survey, advertising executives have doubts about the online spend
increasing at high rates this year. The survey found that 76% of advertising executives not
feel that online ad budgets will increase; a decrease of 3% over the last survey. About 21% of
executives feel budgets will stay the same. Online budgets aren't the only ones to suffer.
According to the survey 16% of advertising executives and media buyers expect the share of
radio advertising to increase; in the spring of 2007 26% of marketers expected radio's ad
budget to increase. Broadcast television has also seen a decrease. Only 22% of executives
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expect budgets to increase in the broadcast arena compared to 29% in spring '07. Magazines
and newspaper budgets are also expecting a decline (24% and 37% respectively). Outdoor
advertising budgets could see a 22% decline. Meanwhile mobile is also expected to slide a
bit, from 55% expecting an increase to 48%.
Perception
‗Fred luthans opines‘ ―Perception is an important meditating cognitive process through which
person make interpretations of the stimulus or situation they are faced with.‖ Stephen. P.
Robbins defines perception as ―a process by which individuals organize and interpret their
sensory impressions in order to give meaning to the environment.‖ Perception is the process
through which information from the outside environment is selected, received, organized, and
interpreted to make it meaningful to you. Perception refers to interpretation of sensory. In
other works sensation involves understanding what the stimulus means.
Characteristics of the perceiver
The characteristics of the perceiver include such factors such as needs, values, experience and
attitudes. A persons needs, habits, impacts of past experience ethics and personality all
influence the perceptual process.
Characteristics of the perceived
It may defy logic and objectivity but perception about others are influenced by their physical
characteristics such as appearance, facial expression, age, gender, manner of communication
as well as personality traits and other forms of behaviour. E.g. when we see persons to be
assertive and confident we assume him to be an executive or leader.
Perceptual Selectivity
Perceptual selectivity refers to the tendency to select certain objects from the environment for
attention such that these objects are consistent with our existing beliefs, values and needs.
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Advertisers
Advertising is a form of communication used to help sell products and services. Typically it
communicates a message including the name of the product or service and how that product
or service could potentially benefit the consumer.
“Advertiser” means a person, firm or company whose products, goods or services are the
subject matter of the Advertisement. The manufacturer, Service Company, retailer, or
supplier who advertises their products or service. The advertiser is commonly interpreted as a
commercial organization which has the paramount objective of making profits out of its
business activities. Profits are usually generated through marketing or trading activity, apart
case, marketing has a role to play as the yield for investments in other companies and assets
will, in turn depend on the marketing activity of the latter. The communication logic will,
however, also apply to the types of advertisers which may have a societal or political
objective. Advertising for family planning, road safety and the like, and election campaigns
are no different in this respect.
Newspaper Advertising
The bulk of newspapers' revenue comes from advertising - the contribution from sales is
small by comparison. On average, a newspaper generates 80% of its revenue from advertising
and 20% from sales. The portion of the newspaper that is not advertising is called editorial
content, editorial matter, or simply editorial, although the last term is also used to refer
specifically to those articles in which the newspaper and its guest writers express their
opinions.
Newspapers have been hurt by the decline of many traditional advertisers. Department stores
and supermarkets could be relied upon in the past to buy pages of newspaper advertisements,
but due to industry consolidation are much less likely to do so now. [Additionally,
newspapers are seeing traditional advertisers shift to new media platforms. The classified
category is shifting to sites including Craig list, employment websites, and auto sites.
National advertisers are shifting to many types of digital content including websites, rich
media platforms, and mobile.
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In recent years, the advertorial emerged. Advertorials are most commonly recognized as an
opposite-editorial which third-parties pay a fee to have included in the paper. Advertorials
commonly advertise new products or techniques.
Newspaper trends
Newspaper flourished for decades in the face of radio, television, and the internet. However,
advances in web syndication and news aggregation online are placing serious pressures on
the current model of newspaper distribution and ad placement.
Need for Advertising
The question often asked is: ‗why does a developing country like India need advertising‘
advertising is a way of communicating information to the consumer information which
enables him or her to compare and choose from the products and services available.
Advertising enables consumers to exercise their right of free choice.
Advertising being a necessary means of communication is an inseparable part of free speech.
Any restriction on the right to recommend legitimate goods, services r ideas in public will
diminish the fundamental right of the freedom of speech.
Advertising is the promotion of a product or service and is extremely pervasive in
contemporary society. To maximize sales, companies will pay a premium for wide exposure
through the mass media. Advertising space is common, but not restricted to these realms;
billboards, public transportation, movies (product placement), schools, clothing, even
bathroom stalls carry ads.
Newspaper Advertising
The newspaper is a product born of necessity, invention, the middle class, democracy, free
enterprise, and professional standards.
Pre-history "newspapers" were one-to-one in nature. The earliest variation on a newspaper
was a daily sheet published in 59 BC in Rome called Acta Diurna (Daily Events), which
Julius Caesar ordered posted throughout the city. The earliest known printed newspaper was
in Beijing in 748.
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In 1451, Johannes Gutenberg uses a press to print an old German poem, and two years
later prints a 42-line Bible -- the significance being the mass production of print products,
ushering in an era of newspapers, magazines, and books. By 1500, the genesis of a postal
system can be seen in France, while book publishing becomes popular throughout Europe and
the first paper mill can be found (England).
The rise of the middle class transformed newspapers in the 1800s. A penny (US$0.01)
buys a New York newspaper in 1833, opening up the first mass market for newspapers. In
1847, the telegraph is used as a business tool, transforming far-away stories. In 1873, an
illustrated daily newspaper can be seen in New York. In 1878 the first full-page newspaper
advertisements appear, and in 1880 the first photographs are seen in newspapers, using
halftones.
With the basic technical groundwork for the modern newspaper in place by the late
19th century, the story of newspapers in the 20th century was about professional development
and adaptation to changing consumer and media markets. The story also involved an evolving
business model that rode an ever-growing wave of mass-market advertising. Increased
profitability and higher revenues attracted publicly owned corporations interested in buying
newspapers from descendants of company founders, while simultaneously exposing
newspapers to the whims of cash- and profit-hungry stock markets.
By 2000, newspapers were juggling priorities: fragmentation of news consumption,
fragmentation of advertising investments, the advantages and disadvantages of being a mass
medium, balancing the wants of the marketplace with the company's duty to provide the
needs of the marketplace, a journalistic backlash against industry changes, the sheer
physicality of ink-on-paper production and distribution versus digital distribution, increasing
profit pressure surrounding the core print product, and extension of the company's core brand
into other profit centres.
Advertising is a form of communication that typically attempts to persuade potential
customers to purchase or to consume more of a particular brand of product or service.
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Modern advertising developed with the rise of mass production in the late 19th and early 20th
centuries.
Many advertisements are designed to generate increased consumption of those products and
services through the creation and reinvention of the "brand image‖. For these purposes,
advertisements sometimes embed their persuasive message with factual information. Every
major medium is used to deliver these messages, including television, radio, cinema,
magazines, newspapers, video games, the Internet, carrier bags, billboards and mail or post.
Advertising is often placed by an advertising agency on behalf of a company or other
organization. Organizations that frequently spend large sums of money on advertising that
sells what is not, strictly speaking, a product or service include political parties, interest
groups, religious organizations, and military recruiters. Non-profit organizations are not
typical advertising clients, and may rely on free modes of persuasion, such as
announcements. Money spent on advertising has increased dramatically in recent years. In
2007, spending on advertising has been estimated at over $150 billion in the United States
and $385 billion worldwide, and the latter to exceed $450 billion by 2010.
While advertising can be seen as necessary for economic growth, it is not without social
costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as
to have become a major nuisance to users of these services, as well as being a financial
burden on internet service providers. Advertising is increasingly invading public spaces, such
as schools, which some critics argue is a form of child exploitation. In addition, advertising
frequently utilizes psychological pressure (for example, appealing to feelings of inadequacy)
on the intended consumer, which may be harmful.
Advertising in India
Many advertisements are designed to generate increased consumption of those products and
services through the creation and reinvention of the "brand image". For these purposes,
advertisements sometimes embed their persuasive message with factual information. Every
major medium is used to deliver these messages, including television, radio, cinema,
magazines, newspapers, video games, the Internet, carrier bags, billboards and mail or post.
Advertising is often placed by an advertising agency on behalf of a company or other
organization.
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Chapter –V: Data analysis and Interpretation 53-66
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DATA ANALYSIS AND INTERPRETATION
Awareness about HT Mohali live
YES NO
96 4
Interpretation - In this study out of 100 respondent 96 are ware about HT Mohali live
which‘s means most of the advertisers are aware about HT Mohali live.
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Have you ever given an advertisement in HT Mohali Live?
Yes No
62 38
Interpretation- In my survey out of 100 advertisers 62 was given their advertisement at
least one or more times in HT Mohali lives.
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Response got by the advertisers after given their advertisement in HT
Mohali live.
Excellent Very Good Good Marginal No Response
3.23 % 22.58 % 38.71% 32.26 % 3.23 %
Interpretation – In point of view response got by the advertisers after giving there
advertisement in HT Mohali live, most of the advertisers satisfy with the response they got
from their customers. Out of 62, 3.23% advertisers got excellent response, 22.58% got very
good, and 38.71% has got good, 32.26% has got marginal and 3.23 % has got no response
from their customers.
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About look and content of HT Mohali live.
Strongly agree Agree Can’t say Disagree Strongly
disagree
10% 76% 12 % 2% 0%
Interpretation – 76% advertisers agree with that look and content of HT Mohali live are
appropriate and 10% are strongly agree but 12 % are not able to say that look and content of
HT Mohali live are appropriate or not and 2% are disagree with this statement.
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Which important factor needs to improve in HT Mohali live?
Content layout Paper quality Others
18.75% 29.17% 52.08% 0%
Interpretation - Approximately 52 % advertisers feel that paper quality of HT Mohali
live are not good so it need to be improve for better attraction of the customer. 29.17 % are
not satisfied with the layout and 18.75% are not satisfied with content of the HT Mohali live.
Which means HT Mohali live has needed to improve in their content, layout and paper
quality. But more focus should be to improve their paper quality because most of the
respondents are not satisfied with the paper quality of the HT Mohali live.
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Ability to improve the brand equity of the advertiser’s.
Strongly agree Agree Can’t say Disagree Strongly
disagree
16% 38% 30% 14 % 2%
Interpretation- 16 % advertisers strongly agree and 38 % agree that that HT Mohali live
able to improve the brand equity of their business. But 30% are not able to say anything about
it. 14% are disagreeing and 2 % are strongly disagreeing.
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Advertiser’s perception about hyper local regarding the promotion of their
business.
Strongly agree Agree Can’t say Disagree Strongly
disagree
56% 36% 2% 6% 4%
Interpretation- 56% respondent are strongly agree and 36 % agree that advertising in
hyper local are helps to promote their business. Only 6 % are disagreeing and 4 % are
strongly disagreeing regarding this. And 2% are not able to say. It means there is huge scope
of hyper local in the print media industry.
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Brand perception of advertisers about Hindustan time for
advertisement.
Strongly agree Agree Can‘t say Disagree Strongly
disagree
6% 56% 24% 14% 0%
Interpretation- 56% respondents are think that Hindustan times are the most preferable
brand in Mohali and 6 % are strongly agree with this statement. 24% are not able say
regarding this statement and 14 % think that Hindustan times are not the most preferable
brand for advertisement.
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Would you like to advertise in HT Mohali live in future?
Responses Respondents Percentage
Yes 53 53%
47 47%
TOTAL 100 100 %
Interpretation: - From the above table it is found that 47% of advertisers are not willing
to advertise in HT Mohali live; only 53% are willing to advertise. It means there is 50-50
chance for ht Mohali live in local advertisement market in Mohali.
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Chapter –VI: Results & Findings, Conclusion and Suggestions
64-67
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Resulta & Findings
Hyper local in print media are the very good medium of advertisement in local market for
advertisers. Most of the advertisers think that advertisement in hyper local newspaper is helps
to promote their business. They are strongly agreed with this statement. Hindustan times and
its weekly supplement HT Mohali live‖ is the preferable brands for local advertisers. The
findings of this project work can be point out as follows
Most of the advertisers are aware about ―HT Mohali live‖. Finding figure
suggest that out of 100 respondent 96 are aware about the weekly hyper local of
Hindustan times (HT Mohali live) in Mohali.
Most of the advertisers are given their advertisement in ―HT Mohali live‖ at least one
or more times.
Those advertisers given their advertisement in HT Mohali live most of them got
positive response from their customer point of view and revenue. Out of 100, 60% got
good response and rest of them has got marginal or no response.
Approx 80% respondent agree with that look and content of HT Mohali live are
appropriate. But some of them are also disagree with this statement,
But there is need to some improvement in HT Mohali live also. Because 18.75 %
respondent think that there is need to improvement in content of ―HT Mohali live‖
and approx 30 % suggest that there is need to improve the layout and 52 % are
supported to improve the paper quality of HT Mohali live.
The advertisers of the Mohali those who have given their advertisement in HT Mohali
live approx 50% think that HT Mohali live able to increase their brand equity of their
business.
Approx 85 % of respondent think that advertising in hyper local newspaper are able to
help their business to increase their revenue.
Approx 60% respondent think that HT is the most preferable brand for advertisers but
rests of them are does not think so.
53 % respondents are willing to give advertisement in HT Mohali live.
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Conclusion
Advertiser‘s perception towards hyper local is very important for Newspaper Company.
Because advertisement are the main source of revenue generation in print media industry.
Therefore newspaper agencies try to capture maximum no. of advertisers and maximize their
revenue.
On the basis of analysis of the data collected through the help of questionnaire in Mohali,
most of them think that advertising in hyper local is helps to increase their business. That‘s
means most of the advertisers are giving and want to give their ad in hyper local there for we
can accept the null hypothesis of this study (H0A)- advertising in hyper local is beneficial
for advertisers in city like Mohali. It means there is huge scope of hyper local newspaper
(supplements) in the try city like (Mohali, Panchkula, and Chandigarh...etc.)
Advertisers perceptions about the HT Mohali live are average some of the advertisers think
that advertising in HT Mohali live is very beneficial for their business but some advertisers
are not agree with that. 96 % respondents are aware about HT Mohali live and Approx 50 %
respondent are willing to give their advertisement in HT Mohali live. There for we can accept
the hypothesis (H1A) - advertisers are aware about HT Mohali live and they want to give
their advertisement in this HT supplements. But creating the perfect brand image for
advertisement in the mind of local advertisers HT has needs to be lots of improvements.
The informative and interesting analysis of ―Advertisers‘ perception about ―HT Mohali live‖
in The Hindustan times Mohali ‖, advertisers perception provides media company executives
insight necessary for increasing ad sales, market position and competitive advantage. And it
helps to make more benefits to advertisers. To give advertising to advertisers for which one is
highly expected. It is concluded that advertisers‘ perception are the basic things, which could
helpful to the company. Some suggestions are given in this project, where the company could
look into the grey areas and try to rectify them, so that advertisers could be highly satisfied.
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Suggestions
On the basis of findings of this study I am suggesting some points which can helps to the
company to maximize their revenue and profit by attracting advertisers.
In this study observed that half and above of the respondents are mentioned
that the improvement have to be made in paper quality of Mohali, so the
company can take effort to improve the paper quality.
An advertiser feels that news spread can be increased in the HT Mohali so
that much information can be seen.
Availability of the product is scarce, so the company can improve its
circulation.
Company can reduce the cost of advertisement so that they can attract the
large no. Of advertisers and maximize their profit.
Company should give the information regarding their any changes in
advertisement plan and offers directly to the advertisers.
There should be no bargaining in the price of advertisement in hyper local
newspaper because it creates doubts in the mind of advertisers. So
advertising rate should be open and fixed for advertisers.
Circulation of HT Mohali live should be proper and it should be provided on
each and every business layout of Mohali markets.
There is need to some modification in layout of HT Mohali live, which can
attract the large no. Of advertisers.
HT can mention the new classified page in “HT Mohali live” which will helps to
the local advertisers and consumers to give their ad in low cost and will also
beneficial to the company to grab the huge no. Of advertisers for HT Mohali
live. It will help to Increase revenue of the company.
We can provide free subscription of HT to the regular advertisers of HT Mohali
live for particular period of time to retain the advertisers.
One page in HT Mohali live should be exclusive for career development in
every week. This page definitely attracts the educational institutes and
learning centres for advertisement in HT Mohali live.
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Some gifts and offers should be given by the company for their regular
advertisers.
There are needs more active sales executives for convincing the advertisers
for advertising in HT Mohali live.
Hindustan times can create new brand image of HT Mohali live by converting
it in weekly magazine for Mohali and other cities. Company can take price for
that.
Company can mention some local articles and news in this new magazine.
In this new weekly magazine company can offers lucky draw coupons time to
time for their consumers.
Company can organise some events and subscription offers for consumers.
Once the brand image creates then definitely it will attract the large no. Of
local advertisers for advertisement and company can maximize their revenue.
These are the some suggestions, it will definitely help to the Hindustan times to increase their
brand image & awareness and maximize their profit in the field of print media. HT Mohali
live is the weekly supplement of HT in Mohali, these suggestions will helps to attract large
no of advertisers in Mohali for advertisement in ―HT Mohali Live‖
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Questionnaires 68-69
References 70-71
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Questionnaire
1. Are you aware about ―HT Mohali live‖?
Yes No
2. Have you ever given advertisement in ―HT Mohali live‖?
Yes No
3. If yes, then what was the response you got?
(a) Excellent (b) Very good (c) Good (d) No response
4. Look and content of ―HT Mohali live‖ is appropriate.
Strongly agree Agree can‘t say Disagree
Strongly disagree
5. According to you which important factor is need to be improve in ―HT Mohali live‖?
(a) Content (b) Layout (c) Paper Quality (d) Others,
If others, please specify...............................................................................................................
6. ―HT Mohali live‖ is able to increase brand equity of your business.
Strongly agree Agree Can‘t say Disagree
Strongly disagree
7. Do you think advertising in Local news paper‘s helps to promote your business?
Strongly agree Agree can‘t say Disagree
Strongly disagree
8. Do you think a Hindustan time is the most preferable brand for advertisers?
Strongly agree Agree Can‘t say Disagree
Strongly disagree
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9. Any suggestion, if you want to give.........................................................................................
......................................................................................................................................................
..................................................................................
Name :
Age :
Sex : Male Female
Income : Less than 2 lakh 2-3 lakh 3-5 lakh More than 5 lakh
Name & address of business layout:
......................................................................................................................................................
..................................................................................................................................................
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