WWW.COLLEGEPROJECTS.

INFO
ABSTRACT
The project report titled A STUDY ON ADVERTISERS PERCEPTION
ABOUT INDULGE (A WEEKLY SUPPLEMENT)along with THE NEW
INDIAN EXPRESS . This research is done in order to study the brand image created
by indulge, a weekly supplement along with The New Indian Express. In this project
report the introduction covers tells about the advertisers perception. The need of the
study and scope for the study.
The study was done by personal interview and questionnaire method with a
sample of 30 advertising clients of The New Indian Express. The population is chosen
on volume of advertisement basis. The total volume of advertisements for four month
period is 10287 column centimeter.
INDULGE is a fully passionate lifestyle supplement for the Chennai market.
The finding of the study reveals that advertisers perceive the product as an attracting
product that depicts the new trend wave of Chennai market. There are few limitations
in the study. The suggestion given to the company is to increase the circulation of the
product.

TABLE OF CONTENTS
S.NO.

2.

3.

TITLE
PAGE NO
1
ABSTRACT
LIST OF TABLES
LIST OF FIGURES
INTRODUCTION
2
1.1 OUT LINE OF THE PROJECT
4
1.2 NEED OF THE STUDY
5
1.3 SCOPE OF THE STUDY
6
1.4 OBJECTIVE OF THE STUDY
7
1.5 RESEARCH METHODOLOGY
7
1.5.1 RESEARCH DESIGN
8
1.5.2 DATA COLLECTION METHODS
9
1.5.3 RESEARCH INSTRUMENTS
9
1.5.4 SAMPLING
10
1.5.5 STATISTICAL TOOLS
13
1.6 LIMITATION OF THE STUDY
14
1.7 CHAPTERIZATION
15
1.8 LITERATURE REVIEW
20
1.8.1 COMPANY PROFILE
34
1.8.2 PRODUCT PROFILE
DATA
ANALYSIS
AND
INTERPRETATION
42
2.1 PERCENTAGE ANALYSIS
42
2.1 GRAPHICAL ANALYSIS
76
2.2 STATISTICAL ANALYSIS
76
2.2.1 WEIGHTED AVERAGE
79
2.2.2 CHI-SQUARE
SUMMARY AND CONCLUSION
82
3.1 FINDINGS
87
3.2 SUGGESTIONS
88
3.3 CONCLUSIONS
APPENDIX
89
REFERENCES
94

CHAPTER I:INTRODUCTION:
1.1.INTRODUCTION
PERCEPTION
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.

History of Advertising
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 color 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. he took images considered as "fine art" and used them to connote his brand's
quality, purity (i.e. untainted by commercialism) and simplicity (cherubic children). He is
often referred to as the father of modern advertising.
World War I saw some important advances in advertising as governments on all
sides used ads as propaganda. The British used advertising as propaganda to convince its
own citizens to fight, and also to persuade the Americans to join. No less a political
commentator than Hitler concluded that Germany lost the war because it lost the
propaganda battle: he did not make the same mistake when it was his turn. One of the
other consequences of World War I was the increased mechanization of industry - and
hence increased costs which had to be paid for somehow: hence the desire to create need
in the consumer which begins to dominate advertising from the 1920s onward.

ADVERTISERS PERCEPTION
Advertiser Perceptions provides media company executives with essential insight
necessary for increasing ad sales, market share and competitive advantage.

DEFINITION - ADVERTISING
Advertising is

paid for
a way of promoting products, services or information

a form of communication (between manufacturer and consumer)

a physical commodity

an integral part of pop culture

an important economic force

a part of our urban landscape

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. Modern advertising developed with the rise of mass production in the late 19th
and early 20th centuries

1.2.Need of the study:

News paper industry get major part of their revenue through advertising
This study is about advertisers perception on advertising in INDULGE.
These studies to know the impact of indulge advertising and the brand image
created by the INDULGE among advertisers
Findings of the study helps the new Indian express to know whether they will get
repeated advertising from their existing advertiser client and to know their
satisfaction level.

SCOPE OF THE STUDY

This study undertaken for The New Indian Express 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 is analyzing the willingness level of
advertisers in advertising in INDULGE, a weekly supplement along with The New Indian
Express
This study would help in identifying the reason for advertisers advertising in
INDULGE, a weekly supplement along with The New Indian Express. . All this would
help in giving suggestion to The New Indian Express in improving INDULGE thereby
satisfying their corporate and retail clients

1.4 Objective of the study:

To study the brand image created by THE NEW INDIAN EXPRESS

among advertisers.

To find out the reason for choosing Indulge of THE NEW INDIAN
EXPRESS

To study on advertisers perception about indulge (a weekly supplement)

along with to THE NEW INDIAN EXPRESS.

1.5 RESEARCH METHODOLOGY:

INTRODUCTION:
Research methodology is a way to systematically solve the research problem is
to how research is done scientifically.

It consists of the different steps that are

generally adopted by the researcher to the study his research problem along with logic
behind them. It is necessary to the researcher to develop certain tests.

1.5.1 RESEARCH DESIGN:

Research design is a plan to answer whom, when, where, and how the subject
under investigation conceived so as to obtain answers to research questions. The type
of research design involved in this study is descriptive research studies.

DESCRIPTIVE RESEARCH STUDIES:

Descriptive research studies are those studies, which are concerned with
describing the characteristics of a particular individual, or of a group, where as diagnostic
research study determine the frequency with which something occurs or its association
with something else. The studies concerning whether certain variables are associated are
example of diagnostic research studies. As against this, study concerned individual,
group or situation are all example of descriptive research studies. Most of the social
research studies come under this category from the point of view of the research design.

1.5.2 DATA COLLECTION METHOD:

The required data was collected by both the primary and secondary sources.
The data objective are describe from the research objectives and their
determination rests mainly on the research to translate what the decision marker wants
into specific descriptive of the needed data.

Primary:
The primary data was collected from the, THE NEW INDIAN EXPRESS
(MADURAI) LTD., users at Chennai. The Respondents were met personally at
their establishments and questionnaire has been given to them and answered
questionnaires were collected back.
Primary data is the data gathered for the first time by the researcher by using
questionnaire.
Secondary data:
Secondary data, on the other hand, is those which have already been collected by
someone else and which already been passed through the statistical process.
Secondary data pertaining to this study was obtained from company documents,
broachers, departmental informations websites etc.

1.5.3 RESEARCH INSTRUMENTS:

Instrument

: Questionnaires (personal administered)

Instrument Design

: Both open end enclose ended

Question and used in questionnaires.

Questionnaire Design

A well structured questionnaire was used for this study. The types of
questions used in the questionnaire were open-ended, multiple-choice and
Dichotomous questions.
1. Open-end questions are questions, which are entitled to give a free
response to their choice.

2. Multiple-choice questions are question, which contain a list of answer

and permit the subject to select the best answer.

1.5.4 SAMPLING:
Sampling is the process of selecting a sufficient number of elements from the
population, so that a study of sample and an understanding of its properties or
characteristics would make it possible for us to generalize such properties or
characteristics to the population elements.

SAMPLEING PLAN:
Sampling technique : Cluster sample
Sample size

: Sample size chosen here for this study

was 30 as suggested by the company

Sample unit
Time Dimension

: Advertisers in Chennai market

:period on 26th June 09 to 31st July09

SAMPLE DESIGN:
A Sample design is a definite plan for obtaining a sample from given population.
It refers to the technique or the procedure the researcher would adopt in selection items
for the sample. Sample may as well lay down the number of items to be included in the
sample namely, the size of the sample.

Probability sampling:
Make a specific mention of it in the thesis. So that the conclusions would be
evaluated accordingly. probability sampling refers to the sampling process in which the
samples are selected for a specific purpose with a pre-determined basis of selection. This
type of samples is also required at times when random selection may not be possible.
Therefore the reliability of conclusions based on this type of sampling is less. Whenever
a researcher uses this type of sampling.

Cluster Sampling:
Cluster sampling method suggests, the samples are selected at different stages. In
this method, the population is first divided into different stages. Then from the first
stage, a few items are selected at random based on a specific feature or characteristic.
From these in the second stage, a few elements are selected at random possessing, he
characteristic. From which in the third stage a few are selected at random satisfying the
characteristic and so on to finally make the necessary selection of samples. All the
samples selected at random at different stages will posses the common characteristic or
will be homogeneous on some basis.

Cluster sampling involves arranging elementary items in a population into

heterogeneous subgroups that are representative of the overall population. One such
group constitutes a sample for study.

SAMPLING SIZE:
The total numbers of respondents are termed as sample size. The sample
size for this analysis is 30 respondents.

SAMPLING UNIT:
Sampling unit is that of who is to be surveyed. The survey is on advertisers
of THE NEW INDIAN EXPRESS (MADURAI) LTD .

PERIOD OF STUDY:
The research is carried out for one month (26-06-09 to 31-07-09).

1.5.5 SATISTICAL TOOLS:

The collected data has been subjected to analyses by units appropriate
tools, percentage, chi square.
The information gathered analyzed by using the following appropriate tool
such as:
Percentage Analysis
Chi Square test

Percentage Analysis:
Percentage refers to a special kind of ratio. It is used to make comparison
between two or more series of data. They can be used to compare the relative
items, the distribution of two or more series of data since the percentage reduce
everything as common base and allow the meaningful comparisons to be made.
Percentage refers to the special kind of ratio percentage are used in
making comparison between two or more series of data. Percentages are used to
describe relationship.

FORMULA:
No. of respondents
Percentage (%) = _________________________

100

Total respondents
Bar chart and Pie charts are used to explain the tabulation clearly.

Chi Square test:

This test is one of the simplest and most widely used non parametric in
Statistical work, when certain observed values of the variable are to be compared
with the expected value.
The chi square is computed on the basis of frequencies in a sample and
thus the value of chi square. So, obtained in a statistic chi square is not a
parameter as its value is not derived from the observations in population, Hence
chi square test is a non parametric test. Chi Square test is not concerned with
any population distribution and its observation.
The chi square test was first used in testing statistical hypothesis by karl
person in the year. 1900 it is defined as,
n
Chi Square =

i =1

(Oi Ei) 2
------------Ei

Where,
Oi = Observed frequency of ith event
Ei = Expected frequency of ith event

CHAPTER 2: PROFILES
2.1 INDUSTRY PROFILE
News paper market
Survey results find that traditional journalistic values remain important at marketoriented 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.1
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 newsmaking 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 favor 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 statewide or regional focus. The
findings reported here should convey a fuller sense than previously published work of
what it means to be a market-oriented daily newspaper in the mid-1990s

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 relation ship 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.

Newspapers in Chennai
There are a number of newspapers that are published from Chennai city. Some of the
widely read newspapers in Chennai are:

The Hindu: The Hindu is one of the premier English dailies not only in Chennai
but also in India. The newspaper was founded in the year 1878 and was published
on a weekly basis. However, the newspaper was made a daily in the year 1889.
The English daily employs the advanced technology for page designing and
printing. The paper is rated among the 10 best papers of the world.
The New Indian Express: This is another English daily published from Chennai.
The newspaper was established in the year 1932. The newspaper is published
from Karnataka, Kerala, Coimbatore, Kochi, Hyderabad, Bangalore and Andhra
Pradesh.
The Deccan Chronicle: The Deccan Chronicle is the fourth largest English
language daily in India. The daily is published from Tamil Nadu and Andhra
Pradesh. The cartoon strips featuring on the cover page and inside pages of the
newspaper are its main characteristic. It is the largest circulated daily in
Hyderabad.

Some of the regional newspapers published in Chennai are Dinamalar, Thanthi,

Dinakaran, Ananda Vikatan, Dinamani, Viduthalai.
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 has 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
through
its
assimilation
of
the
peoples
voice.
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 countrys 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
economicprosperity.

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 everyday 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 have 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. Little doubt then that Ifra is set to hold its popular event IfraExpo for the first
time
in
India.
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 relaunched 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 Bhubaneshwar edition. Another business newspaper (20 pages
colour and 4 pages black-andwhite) 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 Ahmedabad 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
EconomicTimes.
Its really surprising that how fierce competitors join hands to form new strategies
- first it was in collective marketing campaigns and now a joint newspaper as well. As a
new marketing alliance, Business Standard has tied up with Desh Pardes 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.
RECENT ISSUES IN NEWSPAPER INDUSTRY

 Newsprint prices have increased 50% in the last 6 months

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

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, specially 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 relaunched 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 blackand- white technology is becoming pass 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
newspapers even went to the extent of offering their newspaper at Re 1 only. The newly
launched Metro Now newspaper is also offered for a cover price of Re 1 only and
provides
40
pages
in
colour
and
8
in
black-and-white.
Top newspapers in India are now opting for high-speed web presses like
that of Goss, MAN Roland, Mitsubishi and mailroom systems from Ferag 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 highend 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.

2.2 COMPANY PROFILE:

The New Indian Express is a newspaper with its head office based in Chennai in
south India. It was started in 1932 as the Indian Express, under the ownership of
Chennai-based Veradharajulu Naidu. In 1991, following the death of the then owner
Ramnath Goenka, the Goenka's family split the group into two separate companies. The
northern editions, headquartered in Mumbai, retained and renamed Indian Express into
The Indian Express title, while the southern editions became The New Indian Express.
The two newspapers used to share articles till early 2008, but they are now very much
different corporate entities. The newspaper is known for its intrepid and antiestablishment tone.
Express Network Private Limited was incorporated on 13.8.99 under the Indian
Companies Act, 1956. The company was promoted by The New Indian Express Group.
The objects of the company include, among other things, carrying on the business
of network and software.
Express Network Private Limited and Express Publications (Madurai) Ltd., come
under The New Indian Express Group of Companies. The major organisation in the
Group is Express Publications (Madurai) Limited; it brings out the prestigious English
language newspaper The New Indian Express from 21 centres spread over the four
southern states of Tamil Nadu, Karnataka, Andhra Pradesh, Kerala, and also Orissa.
Express Publications (Madurai) Ltd is also the publisher of two vernacular
newspapers. These are Dinamani in Tamil and Kannada Prabha in Kannada. The Group
also publishes the following magazines: Cinema Express (Tamil), Malayalam Vaarika
(Malayalam) and Tamilan Express (Tamil).
Express Publications (Madurai) Limited , (formerly Indian Express (Madurai)
Limited) was incorporated on 11th April 1959 under the Indian Companies Act, 1956 and
has its Registered Office at Express Garden, 29 Second Main Road, Ambattur Industrial
Estate,

Chennai

600

058.

Express (Madurai) Group is an independent Group, Publishing Newspapers and

Periodicals in the States of Tamil Nadu, Andhra Pradesh, Karnataka, Kerala, Orissa and
Union Territories of Pondicherry, Andaman and Nicobar Islands, Enam and Lakshdweep.

The Company's publications include Dailies viz.

The New Indian Express in English (the southern editions of The Indian Express
renamed as "The New Indian Express", effective from 28-12-98),

Dinamani in Tamil,

Kannada Prabha in Kannada.

History
Indian Express was started in 1932 at Chennai by an Ayurvedic doctor and Indian
National Congress member Varadarajulu Naidu, publishing from his Tamil Nadu press.
But soon under financial difficulties, he sold it to S Sadanand, founder of the The Free
Press Journal, another English news paper.
In 1933, The Indian Express opened its second office in Madurai and launched the
Tamil edition Dinamani. Sadanand introduced several innovations and reduced the price,
but was later forced to sell part of the stake in form of convertible debentures to Ramnath
Goenka due to financial difficulties. Later, when his The Free Press Journal further went
into financial crunch in 1935, Sadanand lost the ownership of Indian Express after a long
controversial court battle with Goenka, where blows were exchanged between some of
the parties. Finally, a year later, Goenka bought the rest of the 26 per cent stake from
Sadanand, and the paper came under Goenka's control who took the already antiestablishment tone of the paper to greater heights. Also at that time it had to face stiff
competition from a well established The Hindu and the Mail besides other prominent
newspapers. In late 1930s the circulation was no more than 2000

In 1939 it also bought out Andhra Prabha, another prominent Telugu Daily. Later
it gained the name Three Musketeers for the three dailies. In 1940 the whole premises
were gutted by fire. The Hindu, its rival, helped considerably in re-launching the paper,
by getting it printed temporarily at one of its Swadesimithrans press and later offering its
recently vacated premises at 2, Mount Road later to become the landmark Express
Estates.
This relocation also helped the Express obtain better high speed printing
machines, while some claimed the Goenka had deliberately set fire to escape financial
embarrassment.
In later years, Goenka started the Mumbai edition with the landmark Express
Towers as his office when the Morning Standard was bought by him in 1944. Two years
later to become it became the Mumbai edition of The Indian Express. Later on, editions
were started in several cities like Madurai (1957), Bangalore (1965) and Ahmedabad
(1968). The Financial Express was launched in 1961 from Mumbai, Kannada Prabha
(Kannada Daily) from Bangalore in 1965 and a Bangalore edition of the Telugu Daily
Andhra Prabha, and Gujarati dailies Lok Satta and Jansatta in 1952, from Ahmedabad
and Baroda.
The Delhi edition started was when the Tej group's Indian News Chronicle was
acquired in 1951, which from 1953 became the Delhi edition of Indian Express. In 1990
it bought the Sterling group of magazines, and along with it the Gentleman magazine.
After Goenka's demise in 1991, two of the family members split the group into
Indian Express Mumbai with all the North Indian editions, while the Southern editions
were grouped as Express Madurai Ltd with Chennai as headquarters.
The New Indian Express daily is published from the following cities:

Bangalore
Belgaum

Bhubaneswar

Chennai

Coimbatore

Hyderabad

Kochi

Kozhikode

Madurai

Shimoga

Thiruvananthapuram

Tiruchy

Vijayawada

Visakhapatnam.
Express Network Private Limited is subsidiary company of Express Publications

(Madurai) Limited. It has been granted licence by Express Publications (Madurai) Ltd. to
use the under mentioned websites registered in its name:
www.indiavarta.com
www.newindpress.com
www.dinamani.com
www.kannadaprabha.com
www.andhraprabha.com
www.apweekly.com
www.cinemaexpress.com
www.malayalamvarikha.com
www.tamilanexpress.com

PLANT LOCATION
2.2.1 PRODUCT PROFILE

The Company's publications include Dailies viz.

The New Indian Express in English (the southern editions of The Indian Express
renamed as "The New Indian Express", effective from 28-12-98),

Dinamani in Tamil,

Kannada Prabha in Kannada.

In adition to dailies, the company also brings out magazines.

Cinema Express (Tamil)

Malayalam Vaarika (Malayalam)

Tamilan Express (Tamil).

Its various supplements, which appear on a weekly or fortnightly basis, include

The new Sunday express (Sunday)

i.witness and i.witness 2 ( Sunday magazines)

Zeitgeist (Saturday)

Indulge (Friday)

Expresso ( daily-Chennai)

City express

CHAPTER 3: LITERATURE SURVEY:

3.1.CONCEPTUAL AND THEORETICAL REVIEW

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.
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 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 behavior.

Eg. 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.

Advertisement:
Definition:
Any paid form of non personal presentation and promotion of goods services or
ideas by an identified AMA

ADVERTISER
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 product 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.
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 and the industry is constantly finding new ways
to

advertise.

NEWSPAPER ADVERTISING
The newspaper is a product borne 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.
In 1451, Johannes Gtenberg 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 centers.

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. 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 public
service 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.
3.2 LITERATURE REVIEW

S.NO

REFERENCES

Advertiser perception of the

RELATED LEARNING

internet as a marketing
communication vehicle: Case

study

the study is that the scope of Internet usage

by

as a media

Khalid Alrawi and Walid Alrawi

is affected by managements' perceptions of

source

the effectiveness

African Journal of Marketing

of their websites as marketing tools.

The overriding finding of

Management Vol. 1(2) pp. 062069 May, 2009

Available online

The researchers recommendation in this

context is that

http://www.academicjournals.or

firms should develop and evaluate a web-

g/ajmm

based methodology

2009 Academic Journals

for evaluating the effectiveness of

promotional
websites

The publics perception of

advertising in todays

it

Society

Life without advertising would be dull

by

Advertising is an indicator of business

Sally Ford-Hutchinson and

health

Annie Rothwell
Source:
The Thinking Shop

Clever advertising is good advertising

Advertising is all -embracing :The all

embracing concept of advertising was a

9 Kenneth Crescent

widely held one although the older

London

respondents (anyone over the age of 25)

NW2 4PS
3

Advertising is everything with a name on

CHILDRENS PERCEPTION
ON TV ADVERTISING
A CASE STUDY OF 3

The findings of this studty reveals that

children are affected by tv

RD

advertisements and more they watch the

GRADERS IN SWEEDEN

more they are affected.

BY: MARIA ERRSON

They are highly influenced by peers.

ULRIKA KOBIN

Furthermore, their behaviour towards

parents and pester more are also affected

SOURCE: Lulea university of

by their viewing of advertisements.

technology

Bachelor thesis

The most memorable commercial

advertisements for the children appears

Marketing

to be the ones using humours and

Department of business

celebrities. Furthermore children ability

administration and social

to distinguish between reality and fiction

sciences

is possible for this age group.

Division of indusial
marketing and e-commerce
4

Brand Perception & Brand

working moms who were using differences

Equity of Baby Accessory

brand would be

Products in Working Moms

perceived their brand with difference ways.

Perspective

Working mom who were using Pigeon

by

perceived that Pigeon was innovating, Avent

Phusit Wonglorsaichon* and

was modernizing and Chicco was safety for

Paitoon Sathainrapabayut

their babies.

source

These results were based on marketing

International Review of

communication programs that have been

Business Research Papers

implementing from each brand in

Vol. 4 No.1 January 2008

order to create their brand characteristic and

Pp.385-395

brand differentiation from other

players.

CORPORATE BRAND

Corporate brand image is impacted most

IMAGE: ANTECEDENTS,

by the brand awareness construct

MEDIATING ROLE AND

general expectation construct have less

IMPACT ON

impact

STAKEHOLDERS

Corporate brand image on its own is a

EXPECTATION

significant predictor of specific

by

expectations

Prathab oburai

YLR moorthi

Corporate brand image mediates the best

of brand awareness

Chew kok wai

Michael j baker
Source:
INDIAN INSTITUTE OF
MANAGEMENT,
6

AHMEDABAD
Australian and

With the Internet being a relatively new

Taiwanese Advertiser's

communication medium, the perceptions

Perceptions of Internet

of advertising agencies on the use and

Marketing

future of Internet marketing has

important implications for companies

Source:

using these agencies to develop their

University of New South

advertising strategies.

Wales

This research investigates the perception

of advertisers towards the use of the

Newspapers and Their Online

Internet as a communication medium

Because of the inherent cultural
differences between traditional

Editions:

newspaper staff and online staff, industry

Factors that Influence

analysts have suggested that online

Successful Integration

workers struggle for respect from their

by

newsroom counterparts.

Bonnie Bressers and Robert

The perception of the relative equality of

status between the print and online staffs

Meeds

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

The original idea of developing a

newspaper advertising website is to
provide access to the latest, most
relevant multimedia sales presentation
and data.

Qiping Hu, M.A.

Links to databases, computational tools

Master Student

and forms for placing orders could also

School of Journalism

be on the website. Additionally,

University of Missouri-

interactivity based on the website

Columbia

between the sellers and buyers is also

Columbia, MO 65211

projected.

Despite differences between the business

models between China and America, the
two studies have found some common
values of the NAW.

But even the leading Chinese newspaper

tended to be more conservative about the
electronic ordering and database
functions.

Advertiser Perceptions: Cross

The study found consumers expressed a

Media Builds Purchase Intent

stronger intent to buy a particular

BY:

product after they had been exposed to

Report

by

research

firm

Advertising Perceptions

ads for it on more than one medium.

That finding could lend strong support to

media buyers looking to justify crossmedia ad spend, especially since "intent
to buy" is considered an important way
to measure a campaign's success.

10

Advertisers' Media

when a salesperson comes to understand

Selection in Small

the factors that influence the advertiser,

Newspaper Markets
By
Ken Smith; Newspaper
Research Journal, Vol. 19, 1998
Journal Article Excerpt

"the skills of that person are enhanced."

The same could be said about the

relation ship between advertising
representatives at smaller newspapers
and their clients.

CHAPTER-4 DATA ANALYSIS AND INTERPRETATION:

4.1 PERCENTAGE ANALYSIS:
TABLE NO. 4.1:
INDULGE REMAINS ABOUT
Responses

Respondents

percentage

Masthead

Supplement format

12

40

Color spread

12

40

Content

16.5

Specific topic/writer

TOTAL

30

45
40

40

100

40

35
30
25
20

percentage -

16.5

15
10
3.5

5
0
Supplement
format

Color spread

Content

Specific
topic/writer

INFERENCES:
From the above table it is found that 40% of advertisers remains about the
supplement format of the INDULGE whereas another 40% reminds about the colorful
spread , 16.5% of them remains about the content and remaining a meager 3.5% of
advertisers remains about the specific writer of indulge

TABLE NO:4.2 :

The best of Indulge :

Responses
News spread
News items in every week
Columnist
New product launches
Interesting read as a
whole
TOTAL

40
35
30
25
20
15
10
5
0

Respondents
6
4
2
11

Percentage
10
23
8
40

19

30

100

36.5

23.5

20
13.5
6.5

News spread News items

in every week

Columnist

New product
launches

Interesting
read as a
whole

INFERENCES:
From the above table it is found that maximum of 36.5% of advertisers likes the
new product launch information in indulge, whereas 23.5% advertisers opinion is that
indulge is a interesting read as a whole.

TABLE NO:4.3 :
Perception of Indulge.
Responses
Great product
The right fit
A new trend wave
Informative
Another supplement
TOTAL

7%

Respondents
5
15
8
70

0%

Percentage
16.6
50
26.6
6.6
100

17%
Great product

27%

The right fit

A new trend wave
Informative
Another supplement
49%

INFERENCES:
From the above table it is found that 49% of advertisers perceive indulge as a new trend
wave for Chennai market, 7% of advertisers perceived as just an another supplement.

TABLE NO:4.4 :
The look and content of the product.

Responses
Excellent

Respondents
0

Percentage
0%

Very good

20%

Informative

30%

Colorful & interesting

23.3%

Captures the changes

26.7%

TOTAL

30

100

0%
26.70%

20%
Excellent
Very good
Informative
Colorful & interesting
Captures the changes

23.30%

30%

INFERENCES:
From the above table it is found that maximum of 30% of advertisers opinion
about the look and content of the supplement is as informative.

TABLE NO: 4.5:

Waiting for a grab of the product each week.
Responses
Yes

Respondents
8

Percentage
26.6%

No

20%

Browse through it

16

53.4%

TOTAL

30

100

27%
Yes
No

53%

Brow se through it
20%

INFERENCES:

From the above table it is found that maximum of 53% of advertisers says that
they browse through the paper whenever they see it whereas 27% advertisers say that
they wait to grab the product and 20% of advertisers does not wait for the product.

TABLE NO: 4.6:

The improvement to be made in the product.
Responses
Content
Layout
Paper quality
TOTAL

Respondents
18
12
0
30

Paper quality
0%
Layout
40%
Content
60%

INFERENCES

percentage
60%
40%
0%
100

From the above table it is found that maximum of 60%of advertisers says that
content of the supplement need to be improved whereas 40% of advertisers says layout
need to be improved.

TABLE NO: 4.7:

Look out for the product each week.

Responses
Advertisement
Information
New life style products
TOTAL

6000%

Respondents
12
16
2
30

percentage
40%
53.4
6.66%
100

53.4

5000%
4000%
3000%
2000%
1000%

40%

6.66%

0%
Advertisement

INFERENCES:

Information

New life style

products

From the above table it is found that maximum of 36% of clients look out
for advertisement and information and minimum of 28% were looks out for new life
style products.

TABLE NO: 4.8:

Like to enhance brand equity through Indulge.

Responses

Respondents

Percentage

Yes

14

46.6%

No

16

53.3%

TOTAL

30

100

16
16
15.5
15
14.5

Yes
14

14
13.5
13
Respondents

No

INFERENCES:
From the above table it is found that 53.3% of advertisers are not willing to enhance
their product brand equity through indulge

TABLE NO: 4.9:

Like to advertise in Indulge.

Responses

Respondents

Percentage

Yes

14

46.6%

No

16

53.3%

TOTAL

30

100

No
53%

Yes
47%

INFERENCES:
From the above table it is found that 53.3% of advertisers are not willing to advertise
in indulge

TABLE NO: 4.10:

Would like to continue the Indulge

Responses

Respondents

Percentage

Yes

14

46.6%

No

16

53.3%

TOTAL

30

100

47%
53%

Y es
No

INFERENCES:
From the above table it is found that 53.3% of advertisers are not willing to continue
to advertise in indulge

CHAPTRER 5: CONCLUSION
5.1 RESULTS AND FINDINGS
1. It is found that 40% of advertisers remains about the supplement format of the
INDULGE whereas another 40% reminds about the colorful spread , 16.5% of
them remains about the content and remaining a meager 3.5% of advertisers
remains about the specific writer of indulge
2. It is found that maximum of 36.5% of advertisers likes the new product launch
information in indulge, whereas 23.5% advertisers opinion is that indulge is a
interesting read as a whole.
3. It is found that 49% of advertisers perceive indulge as a new trend wave for
Chennai market, 7% of advertisers perceived as just an another supplement.
4. It is found that maximum of 30% of advertisers opinion about the look and
content of the supplement is as informative.

5. The maximum of 53% of advertisers says that they browse through the paper
whenever they see it whereas 27% advertisers say that they wait to grab the
product and 20% of advertisers does not wait for the product.
6. The maximum of 60%of advertisers says that content of the supplement need to
be improved whereas 40% of advertisers says layout need to be improved.
7. The maximum of 36% of clients look out for advertisement and information and
minimum of 28% were looks out for new life style products.
8. It is found that 53.3% of advertisers are not willing to enhance their product brand
equity through indulge
9. It is found that 53.3% of advertisers are not willing to advertise in indulge
10. It is found that 53.3% of advertisers are not willing to continue to advertise in
indulge

5.3 LIMITATION OF STUDY

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.
The sample size was large as the advertiser markets were to be
interviewed while at work.
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 one month.

Some of the advertisers were hesitating to give whole- hearted opinions

due to fear.

5.4 SUGGESTIONS:

In this study observed that half and above of the respondents are
mentioned that the improvement have to be made in content of Indulge, so
the company can take effort to improve the content.

An advertisers feels that news spread can be increased in the indulge so

that many information can be seen.

Availability of the product is scarce, so the company can improve its

circulation

5.5 Conclusion:
The informative and interesting analysis of Advertisers perception about
Indulge in The New Indian Express Chennai , 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.

Solid Waste Mana

gement (pg1)Intr
oduction:
-Civilization
began &

developed around
river banks.
Things were
manageable at
those timesas
people lived in
harmony with
nature.
Industrialization

changed
everything. At
the end of
the19th century
the industrial
revolution saw
the rise of the
world of
consumers.

Concentratedpopu
lation packets
developed at and
around
industrial area.
Rapid
Urbanization
process
posedmany

challenges before
planning
authorities.
Government,
local administrati
on tried & is
tryingtheir level
best to provide
all basic amenities

to this population.
While doing so,
one
difficultchallenge
before
administration is
to manage waste
generated by this
large population.

Solidwaste
generation is a
continually
growing problem
at global, regional
and local
levels.Solid
wastes are those
organic and

inorganic waste
materials
produced by
various
activitiesof the
society, which
have lost their
value to the first
user. Improper

disposal of solid
wastespollutes all
the vital
components of
the living
environment (i.e.,
air, land and
water) at local
andglobal levels.

The problem is
more acute in
developing nations
than in developed
nations, astheir
economic growth
as well as
urbanization is
more rapid. There

has been a
significantincreas
e in MSW
(municipal solid
waste) generation
in India in the
last few decades.
This islargely
because of rapid

population growth
and economic
development in
the country. Due
torapid growth of
urban population,
as well as
constraint in
resources, the

management of
solidwaste poses
a difficult and
complex problem
for the society
and its improper
managementgrave
ly affects the
public health and

degrades
environment. The
population of
Mumbai grewfrom
around 8.2 million
in 1981 to 12.3
million in 1991,
registering a
growth of around

49%. Onthe other

hand, MSW
generated in the
city increased
from 3200 tonnes
per day to 5355
tonnesper day in
the same period
registering a

growth of around
67% (CPCB 2000).
This
clearlyindicates
that the growth
in MSW in our
urban centers has
outpaced the
population growth

inrecent years.
This trend can be
ascribed to our
changing
lifestyles, food
habits, and
change inliving
standards.Waste
referred as

rubbish, trash,
garbage, or junk
is unwanted
or unusable
material.
According to
European councils
directive Waste
is any substance

or object which
the holder
discards or
intends or is
required to
discard." Waste
if it is hazardous
or toxic, it could
even be

aharbinger of
disease and
death, not just
for living beings,
but for all that
sustains life,
forexample,
water, air, soil
and food.Solid

waste can be
defined as any
solid or semi-solid
substance or
object resulting
fromhuman or
animal activities,
discarded
as useless or

unwanted. It is
an extremely
mixed mass
of wastes, which
may originate
from household,
commercial,
industrial or
agricultural

activities.Solid
waste is a broad
term, which
encompasses all
kinds of waste
such as Municipal
SolidWaste
(MSW),
Industrial Waste

(IW), Hazardous
Waste (HW), BioMedical Waste
(BMW)
andElectronic
waste (E-waste)
depending on
their source &
composition. It

consists of
organic
andinorganic
constituents
which may or may
not be
biodegradable. On
one hand, the
recyclablecompon

ents of solid
waste could be
useful as
secondary
resource for
production
processes. Onthe
other hand, some
of its toxic and

harmful
constituents may
pose a danger if
not
handledproperly.
Source reduction,
recycling
and composting,
waste-to-energy

conversion
facilities, andland
filling are the
four basic
approaches to
waste
management.
Law Provision1.
Municipal Solid

Waste
(Management &
Handling) Rule,
2000:
Processing of
Municipal Solid
WastesMunicipal
authorities shall
adopt suitable

technology or
combination of
such technologies
tomake use of
wastes so as to
minimize burden
on land
fill. Following
criteria shall be

adopted,namely:(i) The
biodegradable
wastes shall be
processed by
compositing
vermicomposting,
anaerobic
digestion or any

other appropriate
biological
processing for
stabilization of
(pg 2)wastes. It
shall be ensured
that compost or
any other end

product shall
comply withstand
ards as per
Standards.(ii)
Mixed waste
containing
recoverable
resources shall
follow the route

of
recycling.Incinera
tion with or
without energy
recovery including
pelletisation can
also be used
forprocessing
wastes in specific

cases. Municipal
authority or the
operator of a
facilitywishing to
use other stateof-the-art
technologies shall
approach the
Central

PollutionControl
Board to get the
standards laid
down before
applying for grant
of authorisation.
2. Maharashtra
nonbiodegradable

garbage (control)
act 2006:
There
is Authority
competent
for enforcement
of the
provisions of
these rules relate

d tothe use, sell,

collection,
segregation,
transportation
and disposal of
Plastic carry
bags/nonbiodegra
dable garbage
within their

respective
jurisdiction. The
authority
comprises,
TheMunicipal
Commissioner or
any other officer
nominated by
Municipal

Commissioner;
themember
secretary of the
State pollution
control board or
any other officer
not below the
rank of Subregional officer,

nominated by
the board; the
Development
Commissioner
(Industries)
of the Industries
Department of
the state or any
other officer not

below the rank of

the
DeputyDirector,
nominated by the
Development
Commissioner;
the Collector
of the district or
anyother officer

not below the

rank of
Tahasildar
nominated by the
Collector for his
district; and
theChief Officer
of the Municipal
Councils.

Centralized
Disposal :Many local bodies
adapt / achieve
the decentralized
collection
technique by
communitybins.
But there is total

negligence about
the disposal
through
decentralized
units. Disposal is
stillcarried out in
centralized
system. This is
common scenario

in metro cities of
Maharashtra.
Likein Mumbai,
presently there
are three
dumping grounds
viz Deonar,
Mulund and
Gorai.Deonar is

the largest and

the oldest
dumping ground
of Mumbai
operating since
1927.Mulund
dumping ground is
operating since
1968 while Gorai

is one of the
smallest dumpsite
of Mumbai
Operating since
1972.Sr.NoLocati
on of Disposal
SiteSite
Area(Ha)Area
availablefor

dumpingWaste
received(Tons/Da
y)1 Deonar 131.12
116 40002 Gorai
25.00 18.45 1,200
3 Mulund 24.00 1
6.60 6004 Kanjur
141 Proposed site
for MSWProcessi

ng and
disposalfor
future.Total 180.1
2 151.05
Land requirement
:The main
constraint for
the effective

implementation of
MSW Rules &
setting up
of waste
processing
facility for local
bodies is nonavailability of
suitable land.

Ideally
dumpingsites
should be located
at where there is,
usually, no human
population or at a
safe distance
fromall human
settlement. But

the increase in
the population of
the city has
forced people to
settle nearthe
dumping grounds.
This leads to
problems like
people living in

unhealthy
conditions
andprotesting for
the closure of
the dumping
grounds, as
dumping causes
health hazards
for thepeople in

the
vicinity.Increasin
g population
generates large
amount of waste,
which need the
large patch
of land for its
proper disposal.

But with
increasing
urbanization, land
available for
dumping and

(pg 3)creation of
landfill sites for
disposal of waste
is becoming
difficult
especially for
metro cities.For
example there
are only 3 landfill

sites in the
Mumbai region,
whose expected
lifespanremains
only 2-5 years.
MCGM is going to
find it difficult
to locate new
waste disposal

sites inthe near

future to take
care of present
level of waste
generations and
that generated
by the
newpopulation.It
is desirable that

adequate land be
earmarked at the
planning stage
itself for solid
wastedisposal.
Dumping site has
the definite life
span, so
appropriate

alternative should
be envisagedat
planning stage
only
Technology
Selection &
trained manforce :-

Disposal is the
final & most
important step of
the Solid waste
management. The
crucialaspect of
this stage is the
selection of
proper disposal

technology.The
equipment and
machinery used in
the system
are usually that
which have
beendeveloped
for general
purpose or

that which have

been adopted
from other
industry. This
resultsin over
utilization of
existing
resources and
lowering of the

efficiency.
Technology
transfer inMSW
is not as simple as
it is in case of
another
sector. Solid
waste
characteristics

and
localconditions in
any country if is
different from
country from
where developed
technology
isborrowed then
implementation

issues may arise.

Use of indigenous
technology &
machinery onthe
basis of the
analysis of
garbage should be
adopted &
promoted.Quantit

y and
characteristics of
the waste are the
major factors,
which decide
technologyto be
used for waste
disposal. On the
basis of the

waste quantity,
infrastructure
requirement
canbe estimated.
It is
also necessary to
carry out waste
analysis
frequently in

order to assess
thechanges in
waste
characteristics
due to everchanging scenario.
This data will also
serve as abasis
for up gradation

or switching over
to better
disposal/treatme
nt
option.Availability
of adequate
trained manforce to
implement the

procedures of the
adoptedtechnolog
y in a correct
manner is another
important aspect.
Staff deployed
by
LocalAdministrati
on to carry out

waste disposal is
most of the times
not trained,
motivated
&efficient.
Availability of
Funds :Shortage of
funds is one main

barrier for
achieving a proper
MSW
Management. Due
tothis lack of
efficiency is
evident at all
stages of SWM
i.e. collection,

transportation,
treatmentand
disposal. Due to
lack of funds
local bodies fail
to set up
adequate number
of composting
orother disposal

plants of
different
capacities which
will reduce
organic load to
sanitary
landfillsand also
the GHG
emissions from

landfills.
Available funds
are not utilized in
efficient
manner.More
expenditure is
incurred on waste
collection &
transportation

than disposal.
Funds
must beallocated
to analyze the
collected waste,
dominating area
of particular
waste type.
According totype

of waste &
quantity of waste
generated, if
decentralized
disposal facilities
are provided,
itwill definitely
reduce the
burden

on landfills as well
as
overall expenditu
re required.
Law enforcement
:Solid Waste
Management is
a vital, ongoing

and large
public service
system,
Municipalagencies
will have to plan
and execute the
system in keeping
with the
increasing urban

areas
andpopulation.
Community
participation is
essential for
smooth and
efficient
operation of
SWMsystem,

which lack in
current
scenario.The
financial
constraints,
institutional
problems within
the departments,
fragile linkswith

other concerned
agencies, lack of
suitable staff,
and other allied
problems prevent
the urbanlocal
bodies from
delivering and
maintaining an

efficient waste
management
system.
Sometimes
provisions of the
law are not
implemented due
to one or other
reasons.

Decentralised
Methods for
Waste
Disposal:-