INDIAN INSTITUTE OF PLANNING AND MANAGEMENT NEW DEHI

THE PROJECT REPORT ON EFFECTIVENESS ON NEWSPAPER ADVERTISEMENT

Prepared by Name: Nadeem Khan Section: Sf-6 Batch: Isbe a, ss 10/12 Email:Nadeemkhan201190@gmail.com Phone: 9871190062

DATE OF SUBMISSION

FACULTY NAME

ABSTRACT

Newspaper has got different sections like finance, marketing, hr. stock market and also about politics. The foremost section is the editorial page. Indeed when one opens up a newspaper and it is cleared that the advertisements are often matched to the editorial content. We can rattle off numerous examples travel section, products sections etc. Providing advertising through newspaper is very effective for the people as they are gaining knowledge through which they are known towards the product. It is done on a dynamic way as it shows all the details of the whole world which is very important for the customer. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. . Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). The objective(s) of advertising imply the communication tasks to be accomplished. The purpose of trial objective of advertising is to encourage customers to make an initial purchase of a new product which has been launched in the market. Companies typically deploy creative ad strategies during product launch so that they can stay ahead in the competition. Advertising is a tricky art for brand communication. As an advertiser one should have exceptional advertising skill(s) to influence the right target group and to provide a lasting impression about the brand so that customers stick to the same brand in future.

ACKNOWLEDGEMENT

Through this acknowledgement I express my sincere gratitude towards all those people who helped me in this project, which has been a learning experience. I appreciate the co-ordination extended by my friends and also express my sincere thankfulness to the entire faculty members of Indian Institute of Planning & Management, Delhi, giving me the opportunity to do this project/study and also assisting me for the same.

TABLE OF CONTENTS

S.No. Topic 1. Abstract 2. Acknowledgment 3. Introduction 4. Literature Review

5. Bibliography

INTRODUCTION
Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners. Sometimes a specific group of people.) 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. 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 and websites and text messages. WHAT IS ADVERTISING ? Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketers target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact

with the messages being delivered the ability of advertising to quickly stimulate demand will improve. OBJECTIVES OF ADVERTISING-: The objective(s) of advertising imply the communication tasks to be accomplished. These tasks are directed towards specific customers that a company or organization is trying to reach during a defined time frame. An organization which involves in advertising activities usually strives to achieve at least one of the four common objectives of advertising i.e. trial, continuity, brand switching and switchback. The purpose of trial objective of advertising is to encourage customers to make an initial purchase of a new product which has been launched in the market. Companies typically deploy creative ad strategies during product launch so that they can stay ahead in the competition. Repeat purchase of the product follows suit so trial objective of the ad campaign should be given more emphasis so as to invite targeted customers. The next objective of advertising is continuity. Continuity is a typical strategy to keep current customers to stick to the same product. To keep the customers engaged the company usually provides new and different information about the product which is designed to build brand loyalty. Brand switching is one of the widely employed objectives of advertising. This technique is adopted when companies want customers to switch to their brand from their competitors brand. Brand switching strategy needs a convincing communication so that the mindset of the customer is changed. Last but not the least brand switchback objective is another strategy used by advertisers or brand owners to win back their former customers. For this a particular company may highlight new features about the product, discount of price, provide useful information about the product- all these to attract back their former customers. Advertising is a tricky art for brand communication. As an advertiser one should have exceptional advertising skill to influence the right target group and to provide a lasting impression about the brand so that customers stick to the same brand in future.

Press is the fourth estate the other three being the legislative and the j u d i c i a r y. I t owes its emergence following long struggle between the disputes a n d people for establishment of democracy and representative institutions

THEORETICAL REVIEW/ PERSPECTIVE

A Brief on Newspaper Industry Press is the fourth estate the other three being the legislative and the j u d i c i a r y. I t owes its emergence following long struggle between the disputes

a n d people for establishment of democracy and representative institutions. The press is s u p p o s e d t o p l a y c r u c i a l r o l e o f a w a t c h d o g t o s e e t h a t , t t h e f o r e s i d e i n s i t u a t i o n functions fairly within the constitution of framework and serve the people of whose they were created. The newspaper can initially be defined as a written means of conveying c u r r e n t i n f o r m a t i o n . T h i s m e a n s t h a t t h e f i r s t o r g a n i z e d a t t e m p t t o p r o v i d e s u c h In Asia due to 3 reasons industry is growing Increase in the literacy rate. Overall Economic growth in India and China. The reach of the news paper in the rural market. Indian newspapers are the cheapest in the world . Newspaper companies inIn d i a c a m e t o b e p r o j e c t e d a s p u b l i c s e r v i c e i n s t i t u t i o n s a f t e r i n dependence.However, in the late 1980s, they became just another f a s t m o v i n g c o n s u m e r commodity. The companies started aggressive marketing and promotional strategies t o i n c r e a s e c i r c u l a t i o n a n d r e a d e r s h i p . T h e i n d u s t r y w i t n e s s e d t o u g h c o m p e t i t i o n both regionally and nationally. In 1999, the top 10 newspapers accounted for about 9 0 % o f t h e r e a d e r s h i p a n d t h e top two made 90% of the profit .

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TYPES OF ADVERTISING

An advertisement for a diner. Such signs are common on storefronts.

Paying people to hold signs is one of the oldest forms of advertising, as with this Human billboard pictured above

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A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers.

A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popup, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes in-flight

advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles , the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

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TELEVISION ADVERTISING / MUSIC IN ADVERTISING

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for

commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The majorities of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.

INFOMERCIALS
An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

RADIO ADVERTISING
Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to
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Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

ONLINE ADVERTISING
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising

networks and e-mail marketing, including e-mail spam.

PRODUCT PLACEMENTS
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions

his Converseshoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used.Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.

PRESS ADVERTISING
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a
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very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.

BILLBOARD ADVERTISING
Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

The Red Eye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan.

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MOBILE BILLBOARD ADVERTISING

Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies.

IN-STORE ADVERTISING In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POPPoint Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and instore video displays. COFFEE CUP ADVERTISING Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.[citation needed] STREET ADVERTISING This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.

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CELEBRITY BRANDING
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohls, Twister, Nascar, Toyota and many more.

ADVERTISEMENT THEORY

Hierarchy of effects model

It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. Purchase

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Means-End Theory

This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

Leverage Points

It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.

Verbal and Visual Images

The political economy of advertisement is the theory that a few powerful groups, or knowledge monopolies, control the thoughts, behaviors, and actions of the public through mass media as communication. As a form of communication, advertisement uses repeated verbal and visual images to develop and alter society. Over time, these repeated images and symbols become associated with either positive or negative attributes and can modify the publics evaluation of such cultural objects as people, religions, ethnic groups, and societal roles. Thus, the media forms the beliefs and values of the public through media portrayals. The messages of the ((political economy)) commonly correlate with current economic interests. A DIRECT RESPONSE ADVERTISEMENT: 1. Gets attention through design, ad size, placement, and timing. 2. Stimulates interest by touching on human emotions, desires, and needs. 3. Creates desire by offering solutions to emotions, problems, or needs. 4. Gets action by making the solution highly desirable yet affordable and easy.

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CREATING AND IMPROVING NEWSPAPER ADVERTISEMENTS

It's called 'How To Create Great Newspaper Ads That Will Pull All The Customers You Will Ever Need'. It's jam-packed with powerful insider newspaper advertising secrets and techniques. You'll find out how to easily create ads that will at least triple the response you get from your newspaper advertising -- I guarantee it. And it's written in 'everyday' language -- no marketing gobbledygook. Creating your own newspaper ads is made very easy for you. You are taken through the 8 simple steps of creating a powerful ad with worksheets to guide your every move.

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Measurement tool makes clear newspaper advertising effectiveness These worksheets are a wonderfully effective way for you to make your ads. Using them to guide you and my newspaper advertising secrets, you can put together newspaper advertising that will pull more sales and increase your bottom line profits better than any of your previous ads ever did.

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HOW TO SUCCEED WITH NEWSPAPER ADVERTISING

With newspaper advertising [and with all other types of media], Consistent Advertising = Familiarity = Trust = Customers. People wont buy from you until they trust you. Trust and confidence take time to build up. To be successful with newspaper advertising, you need persistence, patience, and a budget to keep your newspaper advertising running to build that trust. Your ad should appear in the same place in the newspaper at least weekly for an indefinite period [forever]. Expect to run your newspaper advertising for two months before you see an increase in sales. It takes some time to build trust. And if you quit, you have to start all over again. Dont waste your money starting a newspaper advertising program if you cant give it time to work

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DESIGN TIPS
Our goal is not to make you into a designer, but to empower you to know when your designer is doing a good job. Here are some general design ideas for newspaper advertising. 1. Your newspaper advertising has a zero percent chance of succeeding if your prospect doesnt notice it. Attention is everything in newspaper advertising. You need visual impact [photos], white space, a distinctive border, font, angles, or whatever it takes to stand out on the page. You newspaper advertising must be distinctive, unusual, and it should contrast with the other ads on the page. Be different. 2. Paste your ad into the newspaper to get an idea of whether or not it will stand out. 3. Where your ad is placed absolutely matters. If your quarter-page ad falls against the fold of the paper, your readership will be cut by half. Poor placement just cost you one half of your customers. Buy a different shape ad that will guarantee you an outside placement. What is the paper offering? Run of press [ROP] positioning means that the publisher is free to place your ad anywhere in the normal pages of the paper. With a preferred position, your ad goes in a specific section, or near the top of a page that has reading matter on it. A near reading [NR] position is placement anywhere on a page near reading matter. This is better, because people reading the paper spend more time on that page. You want your ad to be on a page where people spend time reading. The longer they stay on the page with your ad the better. You normally will pay a premium of 10% - 50% for good position, but its probably worth it. Good positioning could double or triple your response rate.

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4. Use only serif typeface for copy. It boosts reading speed, and can increase comprehension by up to 300% over other fonts. 5. Editorial style advertising increases readership by over 50%. With editorial style advertising, the copy is laid out like a regular news story. The word "advertisement" always appears above the copy. If you have a story to tell, think about using editorial style advertising. 6. Your newspaper advertising should be easy to look at and easy to read. Poor use of capitalization, bolding, or italics will decrease reading comprehension by 50%. Bad sentence structure will also reduce comprehension. 7. Dont use technical jargon. You will lose way too many readers. 8. Reversed copy gets attention in newspaper advertising, but it is hard to read. If you use it, keep the copy very short, and the font very big. 9. Make sure your newspaper advertising looks different from your competitor's. Dont advertise for them. 10. Vary sentence and paragraph length. Eight words per sentence will get the highest readership. 11. A smaller ad should have a single focus one solution for one problem. 12. Busy layouts often work better than clean, balanced ads because they keep the reader involved. 13. Use benefit captions under your photos in all of your newspaper advertising. These will get read.

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The first edition appeared on November 3, 1838 known as "The Bombay Times and Journal of Commerce". In 1961 its name became The Times of India .The first edition appeared on November 3,1838 known as "The Bombay Times and Journal of

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Commerce". The issue is published twice a week. Dr. J.E. Brennan was first editor and he was also Secretary of the Chamber of Commerce. Rs 30/- was the annual subscription rate. 1850 Company decided to increase shareholders and the share capital,

s o t h e p a p e r c o n v e r t e d i n t o d a i l y. There have been tremendous advances in recent years in the innovative use of communication to address public health problems.1 Experiences gleaned from no smoking campaigns, seatbelt safety crusades, dental hygiene programmes, and other health promotion efforts have shown that social marketing programmes can lead to a broad based behaviour change.2 Mass media have been extensively used in promoting such a behavioral change. Studies have documented that newspapers are an important channel to communicate messages, especially in the urban areas.3 India is not only the world's most populous country but also publishes the world's largest number of newspapers and magazines.4 In spite of the great potential of mass media in communicating innovative ideas to the lay public, it has not been used to good advantage in increasing community participation or self care in eye care, especially so in developing countries like India. The present study reports on the impact of an innovative strategy for testing distance vision, after a social marketing campaign in the English and vernacular press in India, in May and June 2000, on how to test vision at home. It was also observed that respondents with a higher educational attainment tended to pay more attention to the contents of the DIY insertion. Earlier studies also document higher levels of awareness in more literate groups.17 The print media should therefore be predominantly directed towards higher socioeconomic strata and the more literate. Since no single strategy can satisfy all the communication needs of the population, a mix of different information, education, and communication (IEC) strategies is required. The present study shows that for the urban literate populations with a higher level of motivation to act, newspaper insertions can play a major part in changing health seeking behaviour. The present study also shows the cascading effect of such an insertion. Even though only six respondents reported an inability to see three Es clearly, 28 respondents wanted to seek an ophthalmologist's advice. This reflects an increased awareness among the population, regarding the importance of vision, after reading the insertion. Because printed media can be read, clipped out, copied, and passed on,18 it has a greater longevity than modalities like posters, banners, radio shows, and television spots. Therefore, increased use of motivational methods, to goad
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populations to screen their own and their family's vision, is an exciting prospect that eye care providers should consider in the urban milieu of developing countries. This medium coupled with television can reach a significant proportion of the Indian population, if harnessed effectively in the near future.

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Bibliography
www.google .co. In www.yahoo.com www.wikipedia.org Chris Moore of Ogilvy & Mather Philip kotler Advertising Management: Rajeev Batra, John G. Myers & David A. Aaker: Prentice Hall India.

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