Minor Project ON

BRAND IMAGE RECONGNITION THROUGH ADVERTISEMENTS

Submitted To:
Dr.Prashant Sarangi

Submitted By:
Vikas Abhishek Sundeep Gupta Sumit Rai Shubham Chaudhary Rajesh Shaw
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DECLARATION

We, Vikas Abhishek, Sundeep Gupta, Sumit Rai, Shubham Chaudhary, Rajesh Shaw student of PGDM 1st Sec-c declare that the Minor report entitled BRAND IMAGE RECONGNITION THROUGH ADVERTISEMENT is the result of our own efforts and is based on information collected. Further more, the information presented in this report is correct to the best of our knowledge.

Place: Greater noida Date:

Vikas Abhishek Sundeep Gupta Sumit Rai Shubham Chaudhary Rajesh Shaw

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ACKNOWLEGEMENT
The project BRAND IMAGE RECONGNITION THROUGH

ADVERTISEMENT is developed during the course of PGDM (1st year) for the submission at Apeejay Institute of Technology, School of management. I would like to present my heartfelt gratitude to Dr.Prashant Sarangi for showing full in me & providing me full independence in design & development of this project and gathering information about department library. Without help & support this superb outcome was never possible. At last but not the least, I am also thankful to my colleagues, for their constant follow up and boost provided by them through their encouragement and help during the course of carrying out the project.

Name:

Vikas Abhishek Sundeep Gupta Sumit Rai Shubham Chaudhary Rajesh Shaw

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TABLE OF CONTENTS

Page No.
INTRODUCTION OBJECTIVES RESEARCH METHODOLOGY ANALYSIS CONCLUSION BIBLIOGRAPHY ANNEXURE 5- 17 18 19 20-24 25 26 27

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INTRODUCTION
Brand
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising.

Brand Image
The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. See also corporate image.

Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organizations character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organizations mission and vision to all. The main elements of positive brand image are- unique logo reflecting organizations image, slogan describing organizations business in brief and brand identifier supporting the key values. Brand image is the overall impression in consumers mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers
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have about the brand. Volvo is associated with safety. Toyota is associated with reliability.

The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc. Brand image develops and conveys the products character in a unique manner different from its competitors image. Brand image has not to be created, but is automatically formed. The brand image includes products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually brand content. When the consumers purchase the product, they are also purchasing its image. Brand image is the objective and mental feedback of the consumers when they purchase a product. Positive brand image is exceeding the customers expectations. Positive brand image enhances the goodwill and brand value of an organization

History of Brand
The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products. The oldest generic Brand, which is in continuous use in India since the Vedic period (ca. 1100 B.C.E to 500 B.C.E), is known as 'Chyawanprash', an herbal paste consumed for its purported health benefits and attributed to a revered Rishi (seer) named Chyawan. This brand was developed at Dhosi Hill in North India, on an extinct Volcanic Hill. The Italians were among the first to use brands, in the form of watermarks on paper in the 1200s. Although connected with the history of trademarks and including earlier examples which could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found at Pompeii), brands in the field of massmarketing originated in the 19th century with the advent of packagedgoods. Industrialization moved the production of many household
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items, such as soap, from local communities to centralized factories. When shipping their items, the factories would literally brand their logo or insignia on the barrels used, extending the meaning of "brand" to that of trademark. Bass & Company, the British brewery, claims their red triangle brand was the world's first trademark. Lyles Golden Syrup makes a similar claim, having been named as Britain's oldest brand, with its green and gold packaging having remained almost unchanged since 1885. Another example comes from Antiche Fornaci Giorgi in Italy, whose bricks are stamped or carved with the same proto-logo since 1731, as found in Saint Peter's Basilica in Vatican City. Cattle were branded long before this. The term "maverick," originally meaning an unbranded calf, comes from Texas rancher Samuel Augustus Maverickwhose neglected cattle often got loose and were rounded up by his neighbors. The word spread among cowboys and came to be applied to unbranded calves found out wandering alone. Even the signatures on paintings of famous artists like Leonardo da Vinci can be viewed as an early branding tool. Factories established during the Industrial Revolution introduced massproduced goods and needed to sell their products to a wider market, to customers previously familiar only with locally-produced goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats were among the first products to be 'branded', in an effort to increase the consumer's familiarity with their products. Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem. Around 1900, James Walter Thompson published a house ad explaining trademark advertising. This was an early commercial explanation of what we now know as branding. Companies soon adopted slogans, mascots, and jingles that began to appear on radio and early television. By the 1940s, manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. From there, manufacturers quickly learned to build their brand's identity and personality (see brand identity and brand personality), such as youthfulness, fun or luxury. This began the practice we now know as "branding" today, where the consumers buy "the brand" instead of the product. This trend continued to the 1980s, and is now quantified in concepts such as brand value and brand equity. Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris purchased Kraft for six times what the company was worth on paper; it was felt that what they really purchased was its brand name.
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Marlboro Friday: April 2, 1993 - marked by some as the death of the brand - the day Philip Morris declared that they were cutting the price of Marlboro cigarettes by 20% in order to compete with bargain cigarettes. Marlboro cigarettes were noted at the time for their heavy advertising campaigns and well-nuanced brand image. In response to the announcement Wall street stocks nose-dived] for a large number of branded companies: Heinz, Coca Cola, Quaker Oats, PepsiCo, Tide, Lysol. Many thought the event signalled the beginning of a trend towards "brand blindness" (Klein 13), questioning the power of "brand value."

Brand Recognition
The extent to which the general public (or an organization's target market) is able to identify a brand by its attributes. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans and colors.

Brand Awareness
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.

Brand awareness is the extent to which the consumer associates the brand with the product he desires to buy. It is the brand recall and the brand recognition of the company to the consumers. Brand recall is the ability of the consumer to recollect the brand with reference to the product where as brand recognition is the potential of the consumer to retrieve the past knowledge of the brand when enquired about the brand or shown an image of the brand logo. Brand awareness is an essential part of brand development which helps the brand to stand out from the others in this monopolistically competitive market.
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IMPORTANCE OF BRAND AWARENESS

Brand awareness plays a major role in a consumers buying decision process. The knowledge of an acquaintance or friend having used the product in the past or a high recognition of the product through constant advertisements and associations coaxes the person to make his decision in the favour of the brand. The eventual goal of most businesses is to make profits and increase sales. Businesses intend to increase their consumer pool and encourage repeat purchases. Apple is a brilliant example of how there is a very high recognition of the brand logo and high anticipation of a new product being released by the company. An iPod is the first thing that pops into our minds when we think of purchasing an mp3 player. iPod is used as a replaceable noun to describe an mp3 player. Finally, high brand awareness about a product suggests that the brand is easily recognizable and accepted by the market in a way that the brand is differentiated from similar products and other competitors. Brand building also helps in improving brand loyalty.

Types of Brand awareness

Aided Awareness- This type of awareness is generated in a consumer. When asked about a product category, if the consumer is aided with a list of company names and he recognises the company from the given set it is categorised as aided awareness. Top of the mind Awareness- When the name of the company is automatically recollected because the consumer very promptly associates the brand with the product category, it is called a top of the mind awareness of the product

Channels of Brand Awareness

There are many ways to generate brand awareness in the consumers. Listed below are four such channels

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Advertising is the activity or profession of producing information for promoting the sale of commercial products or services. Advertising is used through various media to generate brand awareness within consumers. They can be aired as radio ads, television commercials, internet etc. Guerrilla Marketing tactics allow every small firm to compete with bigger firms by carving out narrow but profitable niches. These tactics include, (1) Extreme specialization. (2) Aiming every effort at favourably impressing the customers. (3) Providing service that goes beyond the customers' expectations. (4) Fast response time. (5) Quick turnaround of jobs. (6) Working hours that match the customer's requirements. The term 'Guerrilla Marketing' is a registered trademark of author Jay Levinson who popularized it through his several 'Guerrilla' books. It is an out of the ordinary way of marketing a product. Low-cost channels can be utilised to generate a high level f interest in the product and create brand awareness. Utilisation of personal contacts is the most popular way of guerrilla marketing. Product Placement is an advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media. A formal agreement between the product manufacturer and a media company can be generated through which the media company also receives an economic benefit, usually in the form of a fee. The media company in return will showcase the product through any of the various means they have available to make the brand stand out. Some people, however, consider product placement to be deceptive and unethical. For example, Coca-Cola could pay a given fee to have the title character drinking a Coke, instead of a Pepsi beverage, or Toyota might pay to have one of the characters drive their newest automobile. Through product placement, companies hope that moviegoers will take note of the products used by the characters, and therefore think more strongly about using the products themselves. Social Media is the most contemporary and cost effective way of creating a brand awareness with an online audience. Many companies use social media like facebook, youtube, blogs etc.

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ADVERTISING
Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means to turn the mind toward. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA). Advertising messages are media content paid for by sponsors. Sponsors finance the production of advertisements and buy space for them in print media or online, or time for them to be broadcast in radio or television programs. An advertisement is a paid announcement. For example, a persuasive message selling a product. Advertisements are placed in traditional media such as newspapers, magazines, television, radio and outdoor signs, and in new media such as websites, text messages and social media. Placing is the buying of specific space in print and online or time on the air. Placement is where the ad is positioned in a medium.

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 Branding involves the frequent repetition of a product's name or image in an attempt to have the desirable qualities of that product stick in the minds of consumers. An Infomercial is a long television commercial of five minutes to an hour in length designed to create an immediate impulse purchase.

History of Advertising
Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

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19th century

An 1895 advertisement for a weight gain product

As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad - the copy, layout, and artwork - was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession.

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Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.

20th century
At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch. Modern advertising was created with the innovative techniques used in tobacco advertising beginning in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered as the founder of modern, Madison Avenue advertising. The tobacco industries was one of the firsts to make use of mass production, with the introduction of the Bonsack machine to roll cigarettes. The Bonsack machine allowed the production of cigarettes for a mass markets, and the tobacco industry needed to match such an increase in supply with the creation of a demand from the masses through advertising

On the radio from the 1920s

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In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups.

Advertisement of hotel in pichilemu,chile from 1935

When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show.

Commercial television in the 1950s

This practice was carried over to commercial television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications
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Commission (FCC). However, the U.S. Congress did require commercial broadcasting companies to operate in the "public interest, convenience, and necessity".Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Public Radio (NPR). In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the showup to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.

Media diversification in the 1960s

In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. For example, the Esso gasoline company spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative theme Put a Tiger in Your Tank. Psychologist Ernest Dichter and DDB Worldwide copywriter Sandy Sulcer learned that motorists desired both power and play while driving, and chose the tiger as an easytoremember symbol to communicate those feelings. The North American and later European campaign featured extensive television and radio and magazine ads, including photos with tiger tails supposedly emerging from car gas tanks, promotional events featuring real tigers, billboards, and in Europe station pump hoses "wrapped in tiger stripes" as well as pop music songs. Tiger imagery can still be seen on the pumps of successor firm ExxonMobil.

Cable television from the 1980s

The late 1980's and early 1990's saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.
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On the internet from the 1990s

With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent. A recent advertising innovation is "guerrilla marketing", which involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasingly more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook or Twitter.

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OBJECTIVE OF THE STUDY

To know the brand recognition of customer through advertisement. To know how the customer recall the brand.

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RESEARCH METHODOLOGY

Type of data

--- Primary data

Method of data collection --- Survey Data collection technique --- Questionnaire

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ANALYSIS
Analysis on consumer recognition of brands through advertisement during the cricket match of India vs. England.

Q1: Which programme of the television you have recently watched?

Q2: What are the brands you can easily recall during the programme?

Programme 1
S.No. 1 Name Of Person Akash Sharma Time/Show Name 7:30-8:20/IND vs ENG T20 Match Brand Recall Airtel Idea Nike Window 8 Microsoft Idea Window 8 Microsoft Vodafone Idea Samsung Mobile Havells Idea Window 8 Microsoft Karbon Mobile Nokia (Lumia) Window 8 Microsoft Karbon Airtel Tata DOCOMO Vodafone Idea Nike Idea Havells Karbon L.G. Vodahone Idea 20 | P a g e

Gopal kishan

,, ,, ,, ,, ,, ,, ,,

Jahan Hussain

Rajneesh Shukla

Saurabh

Ram Manohar

Gunjan

Swasti Sharan

Manoj Yadav

,,
8:30-9:10/ IND vs ENG T20 Match

10

Amit Yadav

11

Aditya V. Singh

,, ,, ,, ,, ,, ,, ,, ,, ,, ,,

Nokia Luminuous battry L.G. Havells Tata DOCOMO Nokia Vodafone Idea Luminuous Inverter Nokia Tata Sky Airtel Havells Heromotocorp Adidas MRF Tyres Idea Havells Nike Tata DOCOMO Vodafone Airtel Hero Motocorp MRF Tyres MRF Tyres Vodafone Idea Aircel Window 8 microsoft Karbon mobile Nokia Samsung Mobile MRFTyre Airtel Window 8 microsoft L.G. Idea Window 8 microsoft Idea Hero motocorp Windows 8 Idea Nokia L.G Nokia Idea Havells

12

Keten Singh

13

Nishant Gautam

14

Ashutosh Kumar

15

Jayant Mishra

16

Prakhar Nigam

17

Nitsh Singh

18

Nitin Gaurav

19

Tushar Prasad

20

Ambuj Rai

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Interpretation- From the above analysis during the match session mostly viewers recall the idea brand, due to maximum repetition of advertisement which had a new catchy theme song, as we have done this survey on the student group of AIT Hostel, we came to know they can easily recall mobile service because of utility in their own life. This can be said not only for idea (i.e mostly recall by the selected audience which is 14) but also Vodafone (by 6). Windows 8 is the 2nd most recalled (by 8) followed by Nokia (by 6)

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Programme 2
S.No. Name Of Person Time/Show Name/Channels Brand Recall

Rida

8.00-8.30 Vodafone P.M/Madhubala/Colours Tide

Trisha

,, ,, ,, ,, ,, ,,

Sonam

Swati

Shivani

Shanu

Swasti

Sapna

,, ,, ,,

Shaheen

10

Payal

Dairymilk Ponds Dove Samsung Maggi Vodafone Maggi Dove Ponds Tide Kurkure Samsung Pears Ponds Maggi Dairymilk Pears Maggi Samsung Kurkure Vodafone Ponds Dove Pears Maggi Dairymilk Ponds Samsung Dove Pears Ponds Maggi Dove Dairymilk Dove Kurkure Ponds
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11.

Suman

,,

Tide Vodafone Dairymilk Kurkure

Interpretation- We took another programme for survey a T.V serial which is mostly liked and viewed by female. We found most of the advertisement were related to cosmetics and detergent. Companies were targeting the females assuming them as viewer and customer during the serials. So during the above mentioned t.v serial most girls could recall the cosmetics products easily as they use it personally. Most recalled brand by the audience was ponds (by 7), maggi (by 6) , dove & dairy milk (by 5). The least recalled brand by the audience was tide (by 3).

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CONCLUSION

After the completion of report the outcome that came out from this research work is that to recognise the brand the advertisement plays an important role. we found in our survey that viewers could easily recall some of the brands from all those advertisement shown during the show. Another observation is that those brands were easily recalled which were related or relevant to the viewer. The companies are also targeting the customers in same manner, as we found in our survey that during the cricket match young boys were targeted by the company with their interest of product and in the serials females were targeted most. Cost and type of advertisement also changes according to timing and popularity of show. From both observation we can say that brand recognition is effective through advertisement but can be more effective when it shows at the right time, right place to the right viewer.(like at the time of business news advertisement of mutual funds and insurence.)

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BIBLIOGRAPHY
www.google.com Star cricket channel Colours tv

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ANNEXURE
Q1: Which programme of the television you have recently watched?

Q2: What are the brands you can easily recall during the programme?

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