NEW DELHI INSTITUTE OF MANAGEMENT

PAPER-405A
PGDM-PROJECT STUDY PROPOSAL

SYNOPSIS FORMAT

1. Name of the Student: Solanki Kumari

2. Roll No. : 57
3. Major Area of Specialisation: Marketing
4. Title of the Project: KENT RO SYSTEMS LTD.
“Advertising Effectiveness In Different Media - A Special
Reference to Newspaper Advertising”
5. Structure / Chapter Design / Layout:
i. Executive Summary
ii. Literature Review
iii. Introduction
iv. Company Profile
v. Research Methodology
vi. Analysis
 vii. Findings
viii. Conclusions
ix. Limitations
x. Suggestions & Recommendations
xi. References
xii. Annexure
6. Organisation / Industry etc. under reference: KENT RO
SYSTEMS LTD.
7. Methodology to be followed:
Research Design
Sample Design
Data Collection
8. Sources of Data: Primary & Secondary
9. Bibliographical References: www.kentrosystems.com

10.Any other matter: Annexure and Questionnaire

____________________ ___________________ _____________________

(Signature of the Student) (Signature of the Guide) (Signature of the Registrar/

Director)
 SYNPOSIS
OBJECTIVES OF THE STUDY

 To identify that which medium of advertisement is having highest

effectiveness.

 To identify which print media medium is impacting most the brand KENT
RO.

 To determine the reading habits of customers with special reference to

Newspaper and Magazine.

 To identify the factors which determine customer’s perception towards

Newspaper Advertising.

 To identify the most effective Decision Making Factors behind the purchase
of KENT.

Need of the study

The study becomes relevant in the light of the strategies chosen by KENT RO
SYSTEMS LTD to target customers towards the products. Advertisement is the
area where because of huge competition in market every organization is investing
more and more money. KENT is also investing a huge amount in advertisement
but is should be more clear that which medium or which advertisement is creating
more awareness as well as positive brand equity.

Mr. Henry Ford once said that he knew half of his advertising worked, but the
trouble was that he doesn’t know which half. The changing attitude of consumer
with respect to the existing advertisement methods and hurdles faced by marketers
to gain customer attention validates the present study.