A

PROJECT REPORT
ON

Media planning, Media buying and Advertising with reference to HY TV

Submitted in Partial Fulfillment for the Requirement of BSC-MCAJ

Supervised By :

Submitted By:

Name of Supervisor:
Miss Indu Randhawa
Designation:
Faulty,ITFT
UNA

Name of the Student:

yxx
Roll No :
Programme of Study:
BSC-MCAJ

JUNE, 2014
ITFT EDUCATION GROUP DEC, UNA
AFFILIATED TO PUNJAB TECHNICAL UNIVERSITY (PTU)
JALANDHAR

DECLARATION
I hereby declare that, the project entitled Media planning, Media buying and

Advertising with reference to HY TVassigned to me for the partial fulfillment of BSCATHM degree from Punjab technical university jalandhar. The work is originally completed
by me and the information provided in the study is authentic to the best of my knowledge.This
study has not been submitted to any other institution or university for the award of any other
degree.

BSC-MCAJ 6th SEM

ACKNOWLEDGEMENT
Gratitude is the hardest of emotions to express and one often does not find adequate words to
convey what one feels and trying to express it
The present project file is an amalgamated of various thoughts and experiences .The successful
completion of this project report would have not been possible without the help and guidance of
number of people and specially to my project guide in the college, Miss. Manvinder Kaur take
this opportunity to thank all those who have directly and indirectly inspired, directed and helped
me towards successful completion of this project report.

I am also immensely indebted to my project guide, Miss indu, ITFT, for his illumining
observation, encouraging suggestions and constructive criticisms, which have helped me in
completing this research project successfully.

There are several other people who also deserve much more than a mere acknowledgement at
their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted help and
cooperation intended to me by them.

PREFACE
Internship Training is the bridge for a student that takes him from his theoretical knowledge
world to practical industry world. The main purpose of industrial visit is to expose for industrial
and business environment, which cannot be possible in the classroom.
The advantages of this sort of integration, which promotes guided to corporate culture,
functional, social and norms along with formal teaching are numerous.

1) To bridge the gap between theory and practical.

2) To install the feeling of belongingness and acceptance.
3) To help the student to develop the better understanding of the concept and questions
already raised or to be raised subsequently during their research period.

The present report gives a detailed view of the Media planning, Media buying and

Advertising with reference to HY TV. The research is definitely going to play an

important role in developing an aptitude for hard self-confidence.

CONTENTS
TOPIC

Company ProfileIntroduction to Media sector

Cable TV industry overview
Impact on Television Industry
Organization structure of HY TV
Advertising

Introduction to Advertising
Objectives of Advertising
Functions of Advertising
Advertising versus Publicity
Marketing of an Advertisement
Key participants in Marketing process
Consumer Behavior Study
Factors influencing consumer behavior
Flow chart of Brand Building on TV channel
The Advertising Business
Agency and Client relationship
Role of Ad Agency in Advertising
Organizations in Advertising
People in Advertising
Kinds of Agency Organizations
Advertising Departments
Selection of an Advertising Agency
Types of Advertising Agencies
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 How Ad agencies get clients

Client-Agency relationship
Factors affecting Client-Agency relationship
Basic principles of Client-Agency relationship
Departments in Ad agency
Communication Process
Components of Communication Process
Media Planning

Introduction about Media Planning

Media terms
Objectives of Media Planning
Media planning Strategy
Steps for Effective Media planning
Media planning process
Media Cost and Media Availability
Media Scheduling
Government policies in Media sector
Media Buying
Advertising rate card in HY TV
Research Methodology
Research Methods
Research Design
Types of Research design
Sampling Techniques
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 Need for Sampling

Data collection Method
Selection of Method for Data collection
Questionaire
Analysis and Interpretation
Suggestions
Conclusion
Bibliography

OBJECTIVE:
To study the relationship among media planning, media buying and
Advertising a specific product in electronic media.
To study how a company can get competitive advantage of the product
through advertising in electronic media.
To understand contemporary media planning issues through discussion of
current events/trends
To gain conceptual knowledge of media forms/types
To understand how advertising is integrated with other promotional tools to
create effective marketing communication plans
To be familiar with resources available for advertising media planning
To apply your skills and knowledge through developing a complete media
plan

1. ABOUT HY TV:
HY TV, launched under the corporate HY MEDIA & ENTERTAINMENT Pvt.
Ltd , marks yet another formidable foray into the powerful and growing regional
television market by Indias premier media group, POSITIV TELEVISION Media,
comprising the flagship TV and Radio enterprises, POSITIV TELEVISION Pvt.
Ltd. and POSITIV Radio Pvt. Ltd. POSITIV TV already boasts of operating
several firsts in the country: Indias first private teleport and private satellite
television and radio channels in Northeastern India to cover and connect all the
eight states of the region. We are an unparalleled brand name in the Northeast,
based in Guwahati with a deep penetration of Northeast India besides being
connected to the nook and corner of India with fiber optic, VSAT links and our
own DSNG vans. We gave new meaning to Regional Language Electronic Media
with our two television channels that have come to command the respect and love
of our audience. NETV reigns supreme as the only 24 hour news network in the
world with live bulletins in 17 languages of the region, and, NE Hi Fi has begun to
enthrall families with general entertainment programming in different languages of
northeast India, and from Bollywood to Hollywood. Radio Oolalalas private FM
network extends from Guwahati to Shillong to Agartala and Itanagar. In 2007, the
group launched NE Bangla that caters to East and Northeast Indian audiences in
Bengali language and is fast emerging as a top 5 in the region. POSITIV TV is the
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first private teleport in the Northeast or for that matter any sensitive area of India.
POSITIV TV Medias presence has grown from Guwahati with bureaus in over
two dozen cities of Northeast India to now a national presence created through its
newly announced television channel, FOCUS TV for the Indian women. &
HAMAR TV, under the corporate Hamar Television Network Pvt. Ltd , yet another
foray into the growing regional television market by Indias premier media group .
Hamar TV will capture an important regional language market - the Bhojpuri
speaking people. Bhojpuri is not just the mother tongue but enshrines a heritage for
many in Bihar, Jharkhand, Uttar Pradesh, Madhya Pradesh, West Bengal and Delhi,
besides immigrants in countries such as Nepal, Mauritius and many countries
spread through the 5 continents of the world that could number more than 18
crores.
Positive Television has offices and television studios in Delhi, Mumbai, Calcutta,
Hyderabad, Patna, Ranchi, Varanasi and more. POSITIV TV has affiliate offices
and studios in London and Los Angeles. NETV, NE Hi Fi and NE Bangla are also a
broadcast affiliate of Turner International. Today, POSITIV TV Media boasts of
satellite, cable and internet carriage in more than 1 crore (10 million) homes in
India alone besides tens of thousands of expatriates and others watching NETV,
NE Hi Fi and NE Bangla real-time as a broadband Internet based live stream
worldwide.
NETV is today the largest and leading single platform for advertisers in the
Northeast. There is no other media, print or television, in this region which can
boast of an overwhelming statistic connecting all of northeast India television
audience, i.e. 6.8 million homes. HY-TV- Hyderabad will fill a niche media void in
the Greater Hyderabad metro area and target a lucrative 1 million potential
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population. The channel will deploy a successful dual-core strategy, as in the

worlds developed markets, with programming for and marketing to a 21st century
highly cosmopolitan audience with a fast-paced lifestyle.
Hyderabad is amongst the fastest growing metros, with not just a burgeoning
1,000,000 population, but also the most modern airport and a growing number of
the biggest-name MNCs in the world. Due to their culture and history,
Hyderabadis are an exception in South India as they are extremely conversant with
and use both English and Hindi languages. Constantly updated news and current
affairs on and about Greater Hyderabad, interspersed with national and
international affairs, in English and Hindi will give the Channel the edge over the
otherwise Telugu only regional channels. And, with a strong network of
correspondents in Hyderabad, Live DSNG vans, bureaus across the State and
national connectivity, Indian and international networks will be hard pressed to
compete with the Channel for the local audience. The channels infotainment
shows will be world-class and modern, including very topical talk shows, exclusive
interview-based features on lifestyle & entertainment, game shows, contests and
interactive programs that drive audience interaction and therefore derive constant
ratings. On a larger level, HY-TV- HYDERABAD will find a national and
international audience that wants to inform and entertain themselves on and about
Hyderabad. All these elements will help HY TV, HYDERABAD leverage ratings
and revenues. Thus, HY TV, HYDERABAD incorporates all elements that satisfy
the insatiable, discerning appetite of the target audience to make it the top choice
of the local audience. Simultaneously, it will appeal to the regional, national and
international advertiser.

2. INTRODUCTION ABOUT THE TV MEDIA:

The Indian Cable TV industry, which began operations just a decade ago, is going
through another phase of development. The absence of regulations governing the
industry had resulted in its disorganized growth and the government has been
making efforts to professionalize the industry. The entry of multi-system operators
(MSOs), in the mid-1990s, was expected to bring greater discipline. However,
since the last mile was controlled by a large number of individuals called the local
cable operators (LCOs) and independent cable operators (ICOs), the industry
remained fragmented and disorganized and MSOs remained squeezed in terms of
profitability due to their lack of last mile ownership.
The government was successful in passing the Conditional Access System (CAS)
Bill in the last session of Parliament, which is expected to bring greater discipline
to the market place. The CAS Bill primarily deals with the issue of lack of
addressability the bane of the industry. Lack of addressability meant that
broadcasters did not know the exact reach of their channels, while the LCOs
earned a disproportionate share of the cable revenues by under declaring the
households reached, to MSOs, ICOs and broadcasters. This is expected to change
with the implementation of CAS in the four major metros from 14 July 2003. Fitch
believes that, in medium to long term, the MSOs and broadcasters would be the
biggest beneficiaries of the implementation of CAS, though in the near term they
would be impacted due to low penetration of CAS and the consequent drop in
advertising and subscription revenues. CAS, essentially comprising a set-top box
(STB) and subscriber management software, helps track viewer ship accurately and
makes the whole viewer-cable-operator-MSO/ICO-broadcaster chain completely
transparent. With the initial penetration of CAS, gross rating points (GRPs) for
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most leading pay channels like Star, Zee and Sony is estimated to fall, which may
translate into a drop in advertising revenues. In the next two years, Fitch estimates
a substantial decline in the revenues of broadcasters due to slow penetration of
CAS. However, if the broadcasters manage to price their channels competitively,
such that the payout for consumers is maintained at current levels, they will be able
to ramp up the penetration levels in the next 2-3 years, resulting in considerable
gains. Thus, while there is short-term uncertainty about CAS, in the long run, Fitch
expects that the broadcasters and MSOs would derive considerable gains from the
implementation of CAS if the payout for consumers were maintained at current
levels. Initial estimates suggest that CAS would be able to penetrate up to 30% of
the metro households in the first year and up to 50% of the metro households in the
second year of implementation. At 50% penetration, MSOs and broadcasters would
earn additional revenues of Rs2-2.5bn each. However, since customer additions
will occur over the full year, the benefit of these additional revenues would be
spread over the period of next two years. Over a period of time, increase in
penetration and negotiations with LCOs for higher share of revenues would lead to
a further increase in revenues.

2.1 CABLE TV INDUSTRY OVERVIEW:

The cable industry in India was came into being in the late 1970s with the boom in
the videocassette recorders market. Some enterprising individuals started offering a
cable TV service to tap viewers who were interested in greater variety which
Doordarshan, the national TV channel, did not offer. This cable TV service initially
included Hindi and English movies and pirated Western comedies, music and game
shows. However, at this stage, cable TV was largely restricted to the major metros
and towns and to the upper crust of society. The Gulf War, in 1990, gave further
impetus to this industry. Some cable operators, who had been running their Hindi
and English movie channels, added dish antennae and started relaying news
programmes of CNN into homes. This spurred the demand for cable TV, making it
a lucrative business and attracting more individuals to the industry. The launch of
Zee TV further fuelled the spread of cable TV. From 1992 until date, the industry
has grown exponentially from 412,000 subscribers to close to 39 mn in 2002, as
per the National Readership Survey, representing a CAGR (compounded annual
growth rate) of 50% per annum. This represents close to 17% penetration of cable
TV in Indian households and 45% penetration in TV households.
With the growth in the number of subscribers, the industry also underwent a major
change. Most of the international channels became pay-channels with digital and
coded signals, which required higher investments in integrated receiver decoders
(IRDs). At the same time, the quality of signals relayed by the local operators was
poor. In order to address these issues and to meet the customer demand for larger
number of channels, multi-system operators (MSOs) entered the industry. These
MSOs had the backing of media houses and the funds to invest in higher quality
cable infrastructure. However, since they did not have access to subscribers, they
had to tie up with existing LCOs to reach the customers. MSOs like In Cablenet
1

(managed by the Hinduja Group), Siticable (earlier a joint venture between the
Promoter of Zee TV, Subhash Chandra, and Star TV, now fully owned by Zee TV),
Hathway Cable (owned by the Rajan Raheja Group, with a strategic stake by Star
TV), Asianet Satellite Communications Limited (owned by the Rajan Raheja
Group), Ortel Communications, RPG Netcom (a company promoted by the RPG
Group) and Sumangali Cable Network (SCN owned by Sun TV) control close to
30% of the industry in terms of number of subscribers. Most of the smaller towns
are covered by ICOs, who function like MSOs. The only difference between an
MSO and an ICO is that the ICOs reach is smaller and they do not invest in
sophisticated technology like MSOs.

The existing market shares of MSOs and ICOs are given in Chart 2.

2.2 Impact on Television Industry:

The four metros account for 15%-20% of the total television sales. A major part of
the television sales from the metros comes from replacement demand and demand
for a second set. With CAS making it necessary for every television set to pay for
the pay channels, the purchase rate of second television sets is expected to decline.
Thus, there would a marginal impact of CAS on television sales in the metros. This
is based on the assumption that the average cost to consumer per cable connection
would remain at reasonable levels. However, in the other places, television sales
would be largely determined by other factors like income levels, major sporting
event and other high viewer interest events.

3.ORGANIZATIONAL STRUCTURE OF HY TV:

CHAIRMAN

O/P HEAD

I/P HEAD

BEAURO

EDITORS
GRAPHICS

CAMERA

H.R DEPT.

REPORTERS

FRONT

ACCOUNTS

MARKETING AND DISTRIBUTION

ADVERTISEMENTS

SALES

4. ADVERTISING
As we know that advertising plays an important role in Marketing especially in
electronic media. All the TV channels will generate revenues through
Advertisements. So getting an advertisement is a big deal in any of the TV
channels. As per our project HY TV is an INFOTAINMENT channel which has
been launched recently. At present they dont have subscription to TAM. Most of
the Ad. Agencies go for TAM rating in selection of Communication Media. So let
us see how an advertising agency works, how an advertisement works and how to
attract the Ad. Agencies.
4.1 INTRODUCTION:
Advertising is an effective method of reaching people with product information.
Advertising is controlled, identifiable information and persuasion by means of
Mass communication media. It is considered controlled information because it has
use the Time, Space and content of the message effectively and economically. It is
controlled because it is directed at a particular group.
4.2 OBJECTIVES:
The basic objective of the advertising is to increase the sales volume and profits.
1) To facilitate launching a new product or service or a new brand into the
Market.
2) To create the awareness about the product or service.
3) To build up a goodwill.
4) To enter into new market segment for Market development.
4.3 FUNCTIONS OF ADVERTISING:

Advertising serves every sector of the business Society -Consumer, producer and
middlemen (Agency and sales men).The various functions of the Advertising may
be grouped into two classes - (1) Primary functions, and (2) Secondary functions.
(1) PRIMARY FUNCTIONS:
a) To increase sales
b) Persuasion of dealers
c) Help to dealers.
d) To increase in per capita use
e) Creates awareness of new product
f) To eliminate seasonal fluctuations
g) More business for all
h) Raising of standard of living
(2) SECONDARY FUNCTIONS:
a. To encourage salesmen
b. To furnish Information
c. To impress executives
d. To impress factory workers
e. Feeling of security
4.4 ADVERTISING VERSUS PUBLICITY:
Advertising and publicity are both marketing communications and both may
appear in same media; but where advertising is paid for by its sponsor, publicity is
not.
4.5 MARKETING OF AN ADVERTISEMENT:
After making the advertisement Marketing of the advertisement comes into picture.
Advertisement will be designed depending on four Ps.
1.
2.
3.
4.

Product
Place
Promotion
Price

4.6 KEY PARTICIPANTS IN THE MARKETING PROCESS:

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Peoples needs and wants change daily, and marketers should know about the
customers expectations and needs. This makes the marketing process very
dynamic. The various participants in marketing process are as follows,
(1) CUSTOMERS:
Customers are the people or organizations who consume the products and
services. They fall into three general categories:
1. Current customers
2. Prospective customers
3. Centers of influence

(2) MARKETS:
It is a group of current and prospective customers who share a common
interest, need, or desire, who can use the specific product or service, and
who are willing to pay for it. These markets are broadly classified into four
types
a.
b.
c.
d.

Consumer markets
Business markets
Government markets
Global markets

(3) MARKETERS:
The third participation in the marketing process, marketers, includes every
person or organization that has products, services, or ideas to sell
manufactures market consumer and business products. Farmers market
wheat; doctors market medical services; banks market financial products;
and political organizations market philosophies and candidates. To be
1

successful, marketers must know their markets intimately before they start
advertising.

5. CONSUMER BEHAVIOUR:
Consumer

Consumers

Characteristic

Decisions

Marketing Other
Stimuli

Stimuli

s
Product

Product choice

Economic
Cultural

Price

Brand choice

Technological
Social

Place

Problem recognition
Information search
Dealer choice

Political
Personal

Decision Evaluation
Purchasing

Promotion Cultural
Psychological

Post

purchase
timing

Behavior
Purchasing
amount.

5.1 Model of Factors Influencing Consumer Behavior:

Cultural factors
Social factors
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Personal
Cultural

Reference

factors

groups

Age & Life

cycle

Psychological
factors

Occupation
Motivation

Family
Sub-cultural

Economic

Perception

Circumstances

Learning
Beliefs and

Life style
Roles & Status
Social class

personality &
Self concept

Attitudes

Buyer

Cultural factors
Culture: Culture is the most fundamental determinant of a persons wants and
behavior like set of values, perceptions, preference and behaviors through his or
her family member.
Sub culture: Sub culture includes nationalities, religious, racial groups and
geographical regions.
Social class: Social classes are relatively homogenous and enduring decisions in a
society which are hierarchically ordered and whose members share similar values,
interests and behavior. Social classes include upper class, middle class and lower
class.
Social factors
Reference groups: A persons reference group consists of all the groups that have a
direct (face to face) or indirect influence on the persons attitude or behavior.This
groups to which the person belongs and interacts.
Personal factors
A consumer decisions are also influenced by personal characteristics notably the
buyers age & life cycle stage, occupation, economic, circumstance, life style &
personality and self concept.
Psychological factors

Motivation: A person has many needs at any given time. Some needs are biogenic.
They arise from psychological states of tension such as hunger, tryst and
discomfort.
Perception: Perception is defined as the process by which an individual select,
organizes intercepts information, input to create a meaningful picture of the world.
Learning: When people act, they learn. Learning describes changes in an
individuals behavior rising from experience, process of applying results of fast
experience to evaluate a new situation or modify feature.
Beliefs and attitudes: Doing and learning people acquire beliefs and attitudes.
These in term influence consumer behavior belief are a descriptive thought that a
person holds about something. An attitude describes persons enduring favorable or
unfavorable evaluations, emotional feelings.
5.2 FLOW CHART:
BRAND BUILDING ON TV CHANNEL/HOW IT WORKS:
ADVERTISER
Is the client /manufacturer who owns the
product or brand

Main Aspects:
Product ,Quality,Range,Praising
Distribution,Sales and Marketing Strategies.

Creativity of the Advertisement:

Either done by own production house or by an Media agency

Media agency is a bridge between Advertiser, TV channel and

media agency company

In media agency key account Manager Deals with client or Advertiser

discuss about his ad film, campaign period and Budget.

Media Planner:
He takes care of media channels list, programs, films, period of
campaign, target audience.

Media Buyer:
He deals with rate factor, channels, TRP based programs and finalize
the deal then reports to key account manager.

5. THE ADVERTISING BUSINESS

6.1 AGENCIES AND CLIENT RELATIONSHIP:

A modern advertising agency offers specialized knowledge, skills and experience

which are required to product an effective advertising campaign. It has writers,
Artists, Media experts, Researchers, Television producers, account executives,
etc.These specialists work together to understand fully the advertisers
requirements of an advertisement campaign, and develop suitable advertising plans
and strategies. By creating advertisements and delivering them through appropriate
media, the agencies implement advertising plans and strategies.
6.2 THE ROLE OF THE ADVERTISING AGENCY:
An Advertiser firm may organize the advertising campaign through its own
advertising department or may entrust the whole part of the advertising work to a
body of experts known as advertising agency. Thus advertising agency is an
independent institution setup to render specialized services in advertising in
particular and in marketing in general. In legal sense they are not agents, but are
independent firms having their own organizations.
Thus an advertising agency is An organization whose business consists in the
acquisition as a principal, of the right to use space or time in advertising media and
administration on behalf of the advertisers of advertising appropriations made by
them. It is organized to render advice creative services for its clients. it does not
sell any tangible product ,sells creative talents and its past experience. Thus it is an
organization specially created for rendering services in advertising.

6.3 THE ORGANIZATIONS IN ADVERTISING:

The advertising business is composed of four different groups. The two main ones
are the advertisers and the agencies. The Advertisers (or clients) or the companies
like Vodafone, Honda etc. that advertise themselves and their products.
Advertisers range in size from huge multinational firms to small independent stores
and in type from service organizations to industrial concerns to political action
committees. Assisting them in the second group The advertising agencies that
plan, create, and prepare their clients ad campaigns and promotional materials.
The third group the Media, sells time (in electronic media) and space (in print
media) to carry the advertisers message to the target audience.
The last group, the suppliers includes the photographs, illustrators, printers, digital
service bureaus, colourfilm separators, video production houses, and other who
assist both advertisers and agencies in preparing advertising materials. Suppliers
also include consultants, research firms, and other professional services that work
with both advertisers and agencies.
6.4 PEOPLE IN ADVERTISING:
When most people think of advertising, they imagine the copywriters and art
directors who work for ad agencies. But the majority of people in advertising are
actually employed by the advertisers. Most companies have an advertising
department, if its just one person.
The importance of the companys advertising department depends on the size of
the company, the type of the industry it operates in, the size of its advertising
program, the role advertising plays in the companys marketing mix, and most of
all, the involvement of top management.
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Many people are involved in companys advertising function:

a) Company owners and top corporate executives make key advertising
decisions.
b) Sales and marketing personnel often assist in the creative process, help
choose the ad Agency.
c) Artists and writers produce ads, broachers and other materials.
d) Product engineers and designers give input to the creative process and
provide information about competitive products.
e) Administrators evaluate the cost of the ad Companies and help plan budgets.
f) Clerical staff coordinates various advertising activities.
6.5 KINDS OF AGENCY ORGANISATION:
1.
2.
3.
4.

Group system
Departmental system
Decentralized organization
Smaller Agency Organization

6.6 ADVERTISING DEPARTMENTS:

Organization by Sub-function:
Advertising department functions on the basis of sub-functions to discharge all the
functions of advertising effectively and smoothly.

CREATIVE

MEDIA
ADVERTISING MANAGER
1

LAYOUT

COPY ART

ADVERTISING RESEARCH

Organization by media:
The advertising manager is given the ultimate responsibility for managing
advertising in all the media.
ADVERTISING MANAGER

PRINT MEDIA

BROADCASTING MEDIA

MAGAZINES

TELEVISION
TEADVERTISI

NEWS PAPERS

RADIO
RADIOADVERT

DIRECT MAIL
DIRECTMAILA

Organization by Product:
1

OTHER MEDIA

OUTDOOR

TRANSIT

ADVERTISING MANAGER

PRODUCT

PRODUCT

PRODUCT

PRODUCT

BRAND BRAND

BRAND

BRAND

BRAND

BRAND

Organization by Market segmentation:

ADVERTISING MANAGER

FINAL
USER

INSTITUTIONAL
MARKETS

INDUSTRIAL MARKET

STUDENTS
STUSTUDENT

EMPLOYED
EMPLOYEDEM

Organization by Geographical Area:

ADVERTISING MANAGER
1

AGRICULTURA

INTERNATIONAL

NATIONAL

NORTH REGION

SOUTH

WEST

EASTERN

6.7 SELECTION OF AN ADVERTISING AGENCY:

The following points should be considered for selection of an advertising agency.
1) First and foremost, the agency must known; previously unknown agencies
are not preferred.
2) Secondly, the agency must have creativity.
3) Thirdly, the agency must have a sound track record, a good deal of
experience.
4)ASIA
Fourthly, the
account executives must AUSTRALIA
have ability to understand
EUROPE
AFRICA clients
5)
6)
7)
8)

AMERICA
problems.
Fifthly, the work they have produced for other clients does matter.
Sixthly, the personal equation of the client with the agency also matters.
Seventhly, their ability and presentation may make you opt for them.
Lastly, there are some unique considerations some prefer a small, some a

medium, some a large agency.

6.8 TYPES OF ADVERTISING AGENCIES:
Ad agencies come in all sizes and include everything from one or two-person
shops (which rely mostly on freelance talent to perform most functions), small to
medium sized agencies, large independents such as SMART and TAXI, and multinational, multi-agency conglomerates such as Omnicom Group, WPP Group,
Publicis, Interpublic Group of Companies and Havas.

Full-service agencies:
Most full-service agencies work on a combination of fee-based and commission
based compensation. The fee is paid by the entity for which the marketing is being
done. The commission is a payment from the media to the agency and is usually
equal to 15% of the cost of the advertisement. The broadcast media, radio and
television, traditionally pay a commission.
Full-service, or media-neutral advertising agencies produce work for many types of
media, creating integrated marketing communications, or through-the-line (TTL)
advertising. The "line", in this case, is the traditional marker between the media
that pay a commission to the agency and the media that do not.
Full-service agencies are also known as traditional advertising agencies for the
client, wherein the client satisfies almost all their advertising or promotional needs
with the same organization. This type of agency provides advertising services such
as strategic planning, creative development, production, media planning, media
buying, and other related services such as sales promotional, direct selling, design,
and branding, etc.
Interactive agencies:
Interactive agencies may differentiate themselves by offering a mix of web
design/development, search engine marketing, internet advertising/marketing, or ebusiness/e-commerce consulting. Interactive agencies rose to prominence before
the traditional advertising agencies fully embraced the Internet. Offering a wide
range of services, some of the interactive agencies grew very rapidly, although
some have downsized just as rapidly due to changing market conditions. Today, the
most successful interactive agencies are defined as companies that provide
specialized advertising and marketing services for the digital space. The digital
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space is defined as any multimedia-enabled electronic channel that an advertiser's

message can be seen or heard from. The 'digital space' translates to the Internet,
kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile).
Interactive agencies function similarly to advertising agencies, although they focus
solely on interactive advertising services. They deliver services such as strategy,
creative, design, video, development, programming (Flash and otherwise),
deployment, management, and fulfillment reporting. Often, interactive agencies
provide: digital lead generation, digital brand development, interactive marketing
and communications strategy, rich media campaigns, interactive video brand
experiences, Web 2.0 website design and development, e-learning Tools, email
marketing, SEO/SEM services, PPC campaign management, content management
services, web application development, and overall data mining & ROI assessment.
The recent boost in the interactive agencies can also be attributed to the rising
popularity of web-based social networking and community sites. The creation of
sites such as MySpace, Face book and YouTube have sparked market interest, as
some interactive agencies have started offering personal and corporate community
site development as one of their service offerings. It still may be too early to tell
how agencies will use this type of marketing to monetize client ROI, but all signs
point to online networking as the future of brand marketing.
Due to the social networking explosion, new types of companies are doing
reputation management. This type of agency is especially important if a company
needs online damage control. If a customer becomes disgruntled, it is very easy to
damage a companys reputation over social networking sites. Because of how
rapidly the information spreads, it becomes absolutely necessary to address any
rumors, gossip or other negative online press immediately.
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Examples of interactive agencies include, R/GA, AKQA, Big Spaceship, Agency

net, Firstborn Interactive, Odopod, eROI, and EVB, among others.
Tradigital agencies:
Tradigital agencies are advertising agencies who are experts in both traditional and
digital advertising

[1][2]

. They offer the best of both worlds and are very useful in

todays digital age where all campaigns now require both online and above-the-line
advertising.
These agencies often buy out digital agencies. Now more than ever traditional
agencies are looking for a door into the digital world. They are often the only way
to extend your brand across all the numerous mediums of todays markets.
Search engine agencies:
Lately, search engine marketing (SEM) and search engine optimization (SEO)
firms have been classified by some as 'agencies' because they create media and
implement media purchases of text based (or image based, in some instances of
search marketing) ads. This relatively young industry has been slow to adopt the
term 'agency', however with the creation of ads (either text or image) and media
purchases; they do technically qualify as 'advertising agencies'. Recent studies
suggest that both SEO and SEM are set to outpace more traditional channels of
media spending over the next 3-5 years.

Social media agencies:

Social media agencies specialize in promotion of brands in the various social
media platforms like blogs, social networking sites, Q&A sites, discussion forums,
micro blogs etc. The two key services of social media agencies are:

social media marketing

online reputation management

Other agencies:
While non advertising agencies, enterprise technology agencies often work in
tandem with advertising agencies to provide a specialized subset of services
offered by some interactive agencies: Web 2.0 website design and development,
Content Management Services, web application development, and other intuitive
technology solutions for the web, mobile devices and emerging digital platforms.
6.9 HOW AGENCIES GET CLIENTS:
To succeed, ad agencies need clients. New clients come from personal contact with
top management, referrals from satisfied clients, publicity on recent successful
campaigns, trade advertising, direct mail, or by agencys general reputations.
A. Referrals.
B. Presentations.
C. Networking and community relations.
D. Soliciting and advertising for new business.
6.10 THE CLIENT - AGENCY RELATIONSHIP:
Just as people and product have lifecycles, so do relationships. In the advertising
business, the lifecycle of the agency-client relationship has four distinct stages.
A. Pre relationship stage.
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B. The development stage.

C. The maintenance stage.
D. Termination stage.
6.11 FACTORS AFFECTING THE CLIENT-AGENCY RELATIONSHIP:
The following are the factors affecting the client-agency relationship.
A. Chemistry.
B. Communication.
C. Conduct.
D. Changes.
6.12 BASIC PRINCIPLES OF CLIENT-AGENCY RELATIONSHIP:
These principles are:
i.

The agency alone is responsible for payment to the media.

ii.

The agency doesnt allow any cut from the commission received from the
media to go to the client.

iii.

The media do not discriminate amongst the agencies dealt with, and fallow a
uniform policy for all agencies.

iv.

The media do not alter the advertising material without the prior consent of
the agency.

6.13 VARIOUS DEPARTMENTS IN AD-AGENCY:

i.

Account planning.

ii.

Account management.

iii.

Creative services.

iv.

Media services.

v.

Traffic.

7. THE COMMUNICATION PROCESS:

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Communication is the social process by which two or more persons exchange

views. The communication between two persons that is and the receiver, will be
termed individual communication, where there more than two persons that is more
than one sender or more than one receiver are involved, it is known as mass
communication.
Generally all electronic media channels comes under mass communication. As HYtv is an electronic media channel of infotainment, it is a mass communication.
The objective of media planning and advertising is to get the attention of more
number of people. So most of the ad-agencies and clients goes for electronic
media.
The increase in viewership rate and development of technology opend the gates for
ad-agencies to enter into electronic media, simply we can say that emerging
technology has changed the face off print and other media to electronic media.
7.1 COMPONENTS OF COMMUNICATION PROCESS:
SOURCE:
Generally the encoder, sponsor, advertiser or sales representative is known as
source. The source is the sender of message.
MESSAGE:
It refers to the content of the communication. It may include words, pictures,
symbols, order etc.,
PERCEPTION:
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It is an important factor in communication process. The message can be perceived

by the receiver according to his nature and culture, its attention, interest, desire and
action. The attitude and the desire of the sender also influence the perception level.
CHANNEL:
The message carried through some channel-a news paper, magazine, or television
from the sender to the receiver. The channels are known as media. Television
influencing the sense of sight and sound is considered one of the most effective
channels of the communication.
RECEIVER:
The receiver is the target audience. Therefore advertisers should evaluate the
graphics of the audience. Values, attitudes, product, experience and responses are
considered to design communication process.
FEEDBACK:
Feedback is an essential factor in making communication more effective. It
indicates how the communication process is working. The receivers may provide
feedback on their needs, knowledge, cultural systems, attitudes and communication
skills.

8. MEDIA PLANNING
8.1 INTRODUCTION:
The term media is a plural for medium. In advertising terms, medium is a channel
of communication such as news channels, entertainment channels, news papers,
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magazines etc. A medium is a vehicle for carrying the sales message of an

advertiser to the prospects. It is indeed a vehicle by which advertisers convey their
messages to a large group of prospects and thereby aid in closing the gap between
the producer at one end and the consumer at the other end.
Media planning is a very important task in the advertising process, which deals
about four Ws.
1. Where
2. What
3. Who
4. When
Media planning involves selecting appropriate media for carrying the advertisers
message to target markets, deciding what to buy and how much to spend in each
medium and scheduling when the advertising is to run. Eighty percent of the
budget paid to media. This, in it suggests how important media decisions are.
Considering the extent and diversity of the Indian market, which is matched by a
vast and diverse network of advertising media, the complexity of the media
planning becomes apparent.
8.2 MEDIA TERMS:
Media Planning is a very important component of the Marketing Strategy of an
organization. Media Planning is defined as "Process of designing a scheduling plan
that shows how advertising time and space in selected media and vehicles
contribute to the achievement of marketing objectives in an advertising campaign".
Media planning, in general terms, is a tool that allows the advertiser to select the

most appropriate media to communicate the message in sufficient frequency

towards the maximum number of potential customers at the lowest cost.
* Medium: A medium is a carrier and deliverer of Advertisements. It is a broad
general category of carries such as Newspapers, Television, Radio, Internet,
Outdoor, Direct Mail, etc.
* Vehicle: It is a specific carrier within a Media category. So a HY TV would be
the vehicle in the category of TV. Many a time a specific programs or sections
within a medium may be termed as a vehicle. For example, DAKSHINAYAN" on
HY TV would be the vehicle in the Television category.
* Frequency: How frequently are the recipients being exposed to message. In
other words it is the average number of times an advertisement reaches each
recipient in a given period
* Continuity: The amount of advertising budget being allocated over the period.
There are basic types of ways in which the advertising budget is allocated:
Continuous Scheduling, Pulsing and Flightning.
* Weight: The amount of total advertising is needed to accomplish advertising
objectives.
* Viewership: It refers to the number of people watching a given program. A
viewer is a person who is watching the program.
* Gross Rating points: The total audience delivery or weight of a specific media
schedule is counted by working on the total number of viewers. However in media
the information is gauged in gross rating points (GRP).for example if 75% of the
people of our target market watched a commercial on television four times in a
week, to determine the gross rating points, the following formula will be used:
Reach*frequency=GRP
75*4=300GRP
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8.3 Objectives of media planning:

Grab

: ATTENCTION

Excite

: INTEREST

Create

: DESIRE

Prompt

: ACTION

8.4 MEDIA PLANNING STRATEGY:

The purpose of media planning is to conceive, analyze, and select channels of
communication that will direct advertising message to the right people, in the right
place at the right time. It involves many decisions:
i.

Where should we advertise? (In what countries, states, or parts of town)

ii.

Which media vehicles should we use?

iii.

When during the year should we concentrate our advertising?

iv.

How often should we run the advertising?

v.

What opportunities are there for integrating other communications?

vi.
Media objectives translate the advertising strategy into goals that media can
accomplish. They explain who the target audience is and why. Where messages
will be delivered and when and how much advertising weight needs to be
delivered.
In the initial stage of the product life cycle, the objective is to maximize awareness
of it by consumers. At the maturity stage, continuity of the purchase becomes the
main objective. During the declining stage of product use, the media remind the
consumers that the product shall retain their appealing attributes. The media
objectives are Reach, frequency and continuity respectively for the early, maturity

and declining stages of the product lifecycle. The media objective is analyzed in
the light of constraints and components.
CONSTRAINTS:
The objectives are controlled by the budget available for Advertising. In the
beginning, a significant amount is available; but at the later stage of the product
life cycle, only a small proportion is allocated to advertising. The effect of
budgeting on advertising has been acknowledged by every organization. The
positioning of the product also influences the objectives. If the producer is willing
to challenge the leader, he will spend more money on advertising. The range,
Frequency and continuity will be effected by budget and positioning of the
product.
COMPONENTS:
Media objectives have different components, viz, specification of the target
market, geographical location of the market, reach and frequency, continuity or
timing, creative requirements and potential market coverage level.
8.5 STEPS TO ACHIEVE EFFECTIVE MEDIA PLANNING:
To achieve the effective media planning we should do the following steps:
1) We should have good knowledge about the product or service.
2) We should be very clear with the budget allotted for advertising.
3) It is very important to select an appropriate ad agency which can fulfill the
needs and desires of the manufacturer or producer.
4) Some companies will have their own advertising departments but still they
will go for ad agencies to maximize the productivity.
E.g.: Vodafone.
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5) The communication between the producer and the ad agency must be good.
6) The producers views and ideas about the product must be shared with the ad
agency.
7) We must know about the target market.
8) We must know about the tastes and preferences of the target audience.
9) According to the budget allotted for advertising select the best media
vehicle.
10) Select the prime time slots if you are going for TV advertisement.
11) Give freedom to ad agency in selecting the media vehicle.
12) After completing all the above steps go for negotiations.

 Media Mix
Combination of different media, and
Which Media?
Which Schedules?
Flexibility:

size of ads

8.6 MEDIA PLANNING PROCESS:

When (the timing of the release)
Which (The media selection)
How (The coordination in media planning)
How much (The budgetary allocation)
8.7 MEDIA COST AND MEDIA AVAILABILITY:
To get the most out of the advertising budget spent the primary concern for the
advertiser is media selection. The cost of buying space or time is weighed against
the number of audience secured by such advertising. In fact, buying advertising
space and time is nothing different from buying commodities.
The media availability is measured under the following heads:
i.

Distribution measurement (in terms of

number of distributors in a

geographical area)
ii.

Audience measurement (Expressed in terms of TAM ratings)

iii.

Exposure measurement the advertiser looks for the ability of the media to
create advertising exposure.

Summarizing media selection factors we may say that they are:

A. Media characteristics, such as editorial environment flexibility, frequency
and durability.
B. Nature of the target market.
C. The nature and type of the product.
D. The nature of the distribution network.
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E. Overall cost of the medium.

8.8 MEDIA SCHEDLING:
We can follow a steady schedule or a pulsed campaign. Normally scheduling is
done for a 4 week period. The six types of schedules available are:
1. Steady pulse:
It is the easiest. For example one ad/week for 52 weeks or one ad/month for 12
months.
2. Seasonal pulse:
Products like Vicks balm, ponds cold cream follow this approach.
3. Period pulse:
Scheduling follows a regular pattern for example media scheduling for consumer
durables, non durables etc.
4. Erratic pulse:
The advertisements are placed irregularly. Perhaps we want to change the typical
purchase cycles.
5. Startup pulse:
It is concentrated media scheduling. It launches a new product or a new campaign.
6. Promotional pulse:
A one short affair it suits only a particular promotional team.
9. GOVERNMENT POLICIES IN MEDIA SECTOR:
The changing model of media business in India
Beginning with the macro level analysis, the changes in India can be analyzed on
the following four parameters:

 Government policies: They play a vital role in the success of any economy and
the Indian governments reforms and growth focused strategy is an attractive
feature. FDI limits are an important aspect in this regard as it regulates the growth
of the industry.
Economic changes: The increasing disposable income and expanding urban
class presents a huge untapped market for the media sector. With increasing
personal income of the youth over the last decade has resulted in higher spending
on media and entertainment.
Social changes: There has been a steady increase in literacy levels which has
boosted the demand for print media. With the socio-economic changes and
electricity and technology everywhere, the people prefer to have their share of
news through television. There has been a favorable change in the consumption
pattern and this provides a great potential to broaden the customer base.
Technical changes: With the changing pace of technology and the users are
responsible for making India an outsourcing destination. The next boom could well
be the Media sector. Also, an increasing convergence among the various media is
bringing about a structural change in the industry.

FDI LIMIT IN VARIOUS SECTORS:

FUTURE PROSPECTS OF MEDIA SECTOR:

10. MEDIA BUYING

This is the last step in the advertising process. First contract will be given to ad
agency to design advertisement. Depending on the target market and product
lifecycle the ad agency will decide the media for advertising. Generally electronic
media is preferred over other media because the reach of electronic media will be
high at the same time the budget required also will be high. Depending on the
media vehicle which we have selected there may be a probability for negotiations.
In television media advertiser will select the media vehicle depending on
television audience measurement ratings. Media vehicles with high TAM ratings
will demand more. Sometimes negotiation about the budget may not be possible.
According to the inputs I got from the various ad agencies and clients, I found that
most of the ad agencies prefer entertainment channels over infotainment channels.
The revenues of entertainment channels will be high compared to infotainment
channels. One more interesting thing there will be some friendly relationship
among some ad agencies and media vehicles, which may lead to personal biasing.
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If a media channel have good relationship with ad agencies they can earn more
from advertising. Every media channel will have prime time slots and normal time
slots. They are going to charge high in prime time slots, sometimes Events like
IPL, Film fare awards etc may happen, that time the time slots between the
programs will become the primetime slots which increases the TRP ratings.
Competition for that time slots will be very high that time negotiations will not at
all possible. Recently we have seen this in IPL 2009 organized in South Africa.
Let us see the Advertisement rate card in HY TV:
10.1Advertisement rate card in HY TV:

Feel the pulse

OPTION 1:
Strip Ads with Logo

: Rs 3000(20 strips in a day-minimum)

Scrolling Ads without logo

: Rs 2000(20 scroll ads in a day-minimum)

Spot buy Ad commercial

: Rs 2000(@10 seconds commercial)

OPTION 2:
Sponsorship

: on commitment of monthly outlay Rs.3, 00,000

FCT

: 1500 seconds bankable across the channel in 30 days.

FREE VALUE ADDITIONS:

Daily prime time news sponsorship at 9PM in 30 days period.
Associate sponsorship one weekly program of 4 episodes in 30 days period
followed by daily channel promos and fcls with brand tag of client.
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OPTION 3:
Slot buying duration -30 minutes rate per slot : Rs15000/s.t
Terms and Conditions:
1. Payment to be made to be made in advanced in favor of

Hy Media

entertainment pvt.Ltd
2. Service tax Extra Applicable
3. Ad Material in DV cassette to be given in advance for telecasting.
According the information which we got in media sector in Andhra Pradesh Sun
network is the market leader and Maa tv is the market follower. Negotiation is not
possible in Gemini tv where as it is possible in Maa tv so most of the ad agencies
prefer Maa tv unless the client demand for specific media vehicle. These two
channels are ruling in entertainment region.
While coming to infotainment channels TV9 is ruling the market. It is the first
24*7 Telugu news channel in Telugu, when it has launched there were no similar
player so it got the competitive advantage through language. For long time it is
been like a monopoly. But now the equation has been changed, so many players
with new technology and strategies are evolved into the markets.
HY TV also followed the same strategy that TV9 has followed earlier; it is the first
Hindi news channel in south operating in south itself (head quartered at
Hyderabad)

RESEARCH METHODOLOGY
Survey done on Ad agency, Clients and Audience directly on a one to one basis via
a questionnaire by taking a sample size on the basis of demographic segmentation.
SAMPLE SIZE:
Ad agencies

10

Clients

10

Audience

200

11.1 RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on a
specific topic. It is the pursuit of truth with the help of the study, observation,
comparison and experiment.
11.2 RESEARCH DESIGN
Research design is actually the blue print of the research project and when
implemented must bring out the information required for solving the identified
problems. The research design depends upon the depth and extent of data required
the cost and benefits of research, the urgency of work and the time available for
completing it. The research indicates the method of research (i.e. sampling etc)
only.
11.3 Research design is mainly of three types:i. Exploratory Research
ii. Descriptive Research
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iii. Experimental Research

Exploratory Research:
Exploratory study can be used to establish priorities. The major emphasis is on the
discovery of ideas and insights. It helps in formulating hypothesis for further
research
Descriptive Research
The Descriptive study is typically concerned with the determining Frequency with
which something occurred or how two variables vary together. It is guided by an
initial hypothesis.
Experimental Research:
Experimentation is defined as a process where event occur in a setting at the
discretion of the experimenter and controls are used to identify source of variation
in the subjects
11.4 SAMPLE SIZE AND CLUSTER SAMPLING
Sampling may be defined as the selection of an aggregate or totality on the basis of
which a judgment or inference about the aggregate or totality is made. In other
words it is the process of obtaining information about an entire population by
examining only a part of it. In most of the research work and surveys, the usual
approach happens to be to make generalization or to draw inference based on
samples about the parameters of population from which the samples are taken. The
researcher quite often selects only a few items from the universe for his study
purposes. All this is done on the assumption that the sample data will enable to
estimate the population parameters. The items so selected constitute what is a
1

technically called a sample, their selection process or technique is called sample

design and survey conducted on the basis of sample is described as sample survey.
Sample should be truly representative of population characteristics without any
bias so that it may result in valid and reliable conclusions.
11.5 Need for Sampling:
Sampling is used in practical for a variety of reasons such as:
1. Sampling can save time and money. A sample study is usually less
expensive than a census study and produce result at relatively faster speed.
2. Sample may enable more accurate measurements for a sample study is
generally conducted by trained and experienced investigators.
3. Sample remains the only way when population contains infinitely many
members.
4. Sample remains the only choice when a test involved the destruction on the
item under study.
5. Sample usually enables to estimate the sampling error and thus assists in
obtaining information concerning some characteristics on the population.
Random sampling from Infinite Universe
Above paragraph deals with random Sampling, keeping in view the finite
populations. But what about random sampling in context of infinite population? It
is relatively difficult to explain the concept of random sample from an infinite
population. However, a few examples will show the basis characteristics of such a
sample.
Cluster sampling

Cluster sampling involves grouping the population and then selecting the groups or
the clusters rather than individual element6s for inclusion the sample. If the totally
area of interest happens to be a big one, a continent way in the sample can be taken
is to divide the area into a number of smaller non overlapping areas and then to
randomly select a number of these smaller areas, (usually called clusters) with the
ultimate sample consisting Of all (or a sampling of ) Units in these small areas of
clusters.
Cluster sampling, no doubt reduces cost by concentrating surveys in select clusters.
But certainly it is less precise than random sampling. There is also not as much
information n number of observations within cluster as there happens to be inn
randomly drawn observations. Cluster sampling is used only because of the
economic advantage it drawn possesses; estimates based on cluster samples are
usually more reliable per unit cost.
11.6 Data collection Method
Data collection is an elaborate process in which the researcher makes a planned
search for relevant data. Data can be classified as primary and secondary data.
Primary Data
Primary data is a data gathered for the first time by the researcher.
Collection of primary data task is demanding and requires a lot of technical
expertise. Primary data can be collected in marketing by three basic methodso Survey Method
o Observation Method
o Experimental Method

Survey is the most commonly used method of primary data collection in the
marketing research. Various kinds of survey techniques are.
a. Personal interview
b. Telephone Survey
c. Mail Survey
The instrument used in personnel interview is questionnaire.

Secondary data
Secondary data means data that are already refer to the data which have already
collected and analyses by someone else. When the researcher utilizes secondary
data that he had to look into various sources from where he can obtain them. In this
case he is certainly not confronted with the problems that are usually associated
with collection of original data.
Various books, magazines and news papers.
Reporters and publication of various businesses.
Reports prepared by research scholar and in different fields.
Records and statistics data.
The following characteristics must be possessed:
1. Reliability of data
2. Suitability of data
3. Adequacy of data
11.7 Selection of appropriate method for data collection
The following factors must be considered:
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1. Nature scope and object of enquiry.

2. Availability of funds.
3. Time factor.
4. Precision required.
INTERVIEW METHOD
In the interview method of collecting data involves presentation of oral/verbal
stimuli and reply in terms of oral/verbal responses. This method can be used
through the interviews and if possible, through telephone interviews.
Personal interview
Personal interview method requires a person know as the interviewer asking
questions generally in a face to face contact to the other person or persons. (At the
time the interviewee may also ask certain questions and interviewer responds to
these, but usually the interviewer initiates the interview and collects the
information) This sort of interview may be in the form of direct personal
investigation or it may be indirect oral investigation.
In case of direct personal investigation the interviewer has collect the information
personally from the sources concerned. He has to be the spot and has to meet
people from whom data have to be collected. This method is particularly suitable
for intensive investigations.
The method of collecting information through personal interviews is usually
carried out in a structured way. As such we call the structured interviews. Such
interviews involve the predetermined questions of highly standardized or

recording. Thus, the interview in a structured interview follows a rigid procedure

laid down, asking in a form of order prescribed
11.8 TYPE OF QUESTIONNAIRE
Collection of Data through Questionnaires
This method of data collected is quite popular, particularly in case of big enquiries
is being adopted by private individuals research workers, private and public
organizations and even by government in this method a questionnaire is sent to the
concerned with the research answer the questions and return the questionnaire, a
questionnaire consists of number of questions printed or typed in a define order an
form of a forms .The questionnaire are mailed to respondents who are expected or
read and understand the questions and write down the reply in the space meant for
the purpose in the questionnaire itself. The respondents have to answer the
questions on their own.
The method of collecting data by mailing the questionnaires to respondents is most
extensively employed in various economic and business surveys. The merits
claimed on behalf of this method are as follows:
1. There is low cost even when the universe is large and widely spread
geographically.
2. It is free from the bias of the interviewer, answers are in respondents own
words.
3. Respondents have a adequate time to give well thought out answers.

4. Respondents, who are not easily approachable, can also be reached

conveniently.
5. Large sample can be made use of and thus the result can be made more
dependable and reliable.

vi. Selection process

1. Type of Objective

: Descriptive

2. Type of data collected

: Primary

3. Research Approach

: Survey Method

4. Contact Method

: Individual

5. Sample Size

: 200 Audiences

6. Sample Area

: Around Hyderabad
And Secunderabad.

7. Research Instrument

: Questionnaire

8. Type of Questionnaire

: Structured and Undisguised

11.8.1 QUESTIONNAIRE FOR AD AGENCY:

A. How will you get more clients?
1. Reputation
2. Reference
3. Personal contacts
4. Past Record
B. How will you design an advertisement?
1. By Product
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2. By Brand name
3. Clients demands
4. Target audience
C. How will you select media vehicle?
1. By Product
2. By Brand name
3. Clients demand
4. Target audience
5. Depending on Budget
D. Which type of media vehicle would you prefer most of the times?
1. Electronic media
2. Print media
3. Radio
4. Other media
E. Which type of electronic media vehicles you prefer?
1. Entertainment
2. Infotainment
F. How will you select particular media vehicle in electronic media?
1. TAM rating
2. Personal relationship
3. Clients demand
4. Negotiations
G. Do you have media planner and media buyer separately?
1. Yes
2. No
11.8.2 QUESTIONNAIRE FOR CLINTS:
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A. How will you select the Ad agency?

1. Reputation
2. Reference
3. Personal contacts
4. Past Record
B. How you would like to design an advertisement?
1. By Product
2. By Brand name
3. Ad agency suggestions
4. Target audience
C. How will you select media vehicle?
1. By Product
2. By Brand name
3. Target audience
4. Depending on Budget
D. Which type of media vehicle would you prefer most of the times?
1. Electronic media
2. Print media
3. Radio
4. Other media
E. Which type of electronic media vehicles you prefer?
1. Entertainment
2. Infotainment
F. How will you estimate the standards in electronic media?
1. TAM rating
2. Personal relationship
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3. Audience Survey
4. Research institutions
G. How will you decide the Frequency?
1. By Product
2. By Brand name
3. Target audience
4. Depending on Budget
5. Depending on Competitors
11.8.3 QUESTIONNAIRE FOR AUDIENCE:
1. Do you have TV in your home?
1. Yes
2. No
2. Which kind of channels would you like to watch?
1. Infotainment channels
2. Entertainment channels
3. Which kind of programs would you prefer to watch?
1. News
2. Movies
3. Serials
4. Sports
4. Would you watch TV regularly?
1. Yes
2. No
5. How much time you will spend in watching TV?
1. 2 hours/day
2. 3 hours/day
3. 4 hours/day
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4. More than 4 hours

6. At what time you feel comfortable in watching TV?
1. Morning time
2. Afternoon time
3. Evening time
4. Night time
7. Which language channels generally you prefer?
1. Telugu
2. Hindi
3. English
4. Others
8. How you feel about the advertisements in TV channels?
1. Good
2. Bad
3. Disgusting
4. Nothing
9. Would you switch over the channel when advertisement comes?
1. Yes
2. No
10. Do you think creative ads can attract the audience?
1. Yes
2. No
11. How many ads you watch every day?
1. Four
2. Five
3. Six
4. More than six
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12. How many of them can you remember while buying the product?
1. Very few
2. Few
3. All
4. No one

11.9 ANALYSIS AND INTERPRETATION

* Out of 200 Audiences only 160 are responded to the questionnaire.
1. Which news channel do you like to watch?
TIME

Respondents in

Night
Morning
Mid day
Evening

(%)
50%
25%
12%
13%

TV9

42

ETV 2

35

TV5

27

NTV

23

I News

18

Others

15

2. Which part of the day you watch more time?

3. What is your preference in watching news channel?

* one point is given for each person opinion
Attributes

Total ranking

Ranking

Content
Brand name
Quality
Others

points
65
45
37
13

preference
1st
2nd
3rd
4th

Interpretation:
When asked the respondents about the purchasing preference in ice-creams
1st preference they given for content with 65 points.
2nd preference they given for brand name with 45 points.
1

3rd preference they given for Quality with 37 points.

4rt preference they given for others with 13 points.

4. How do you feel about the Programs of HY TV?

Satisfaction level
Very high
High
Reasonable
Low

Respondents in (%)
4%
20%
48%
28%

Interpretation:

When asked the respondents about the satisfactory levels- 48% of the Customers
Feel Reasonable, 20% of the customers feel highly satisfied, 28% of the customer
Feel Low, 4% of the customer feel Very Highly satisfied.

5. What is your opinion on the HY TV?

Programs
Opinion
on HY Respondents
Respondentsinin
TV
Serials
Very good
Sports
Good
Current
Average

(%)
(%)
29%
10%
24% 17%
66% 37%

affairs
(News)
Movies

17%

6. Which Type of Programs you like more?

Opinion on the

Respondents

availability
Very Frequent
Frequent
Rare
Not Available

in(%)
12%
20%
41%
27%

7. What is your opinion on the availability of HY TV in DTH setup box?

Interpretation:
When asked the Customers about the Availability of HY TV20% of the people responded for frequently available,
41% for rarely Available in the market,
12% for Very frequently available,
27% of the people responded for not available.

8. Will you suggest your friends, Relatives, Neighbors to watch HY TV?

Suggest

No of

Yes
No

Respondents (%)
55%
45%

Interpretation:
From the respondents opinion
55% of the customers are like to suggest this Channel to their friends, relatives,
neighbors, But 45% of the respondents are not like to suggest this channel to their
friends, relatives, neighbors.

9. Are you looking for new Creative programs?

New

No of

Programs
Yes

Respondents (%)
72

No

28

Interpretation:
28 % of the respondents are satisfied with the Available Programs,
72% of the respondents are asking for new Creative programs

10. Can you recall punch line of HY TV? (Feel the pulse)
Recall punch line

No of Respondents in
(%)

No

79%

Yes

21%

Interpretation:
The study shows that 21% of the respondents were able to recall the Punch Line of
HY TV, But 79% of respondents are responded for No for Recall the Punch line of
HY TV.

12. SUGGESTIONS
1. It has been observed from the study is that more importance is given to Place
the channel at cable operators, MSO and ISO. But failed to create awareness
among the people about the channel, when survey is done most of the people
responded that they dont know about the channel.
2. Next to the Distribution, brand name is plying important role in even though
HY TV belongs to a big group, it is failed to put its brand name in Audience
mind.
3. It has been observed that most number of respondents dont aware of the
available programs of HY TV. So advertisement should be based on the
programs.
4. In most of the rural areas HY TV is not available. So improve the
distribution channels in the rural areas.
5. It is more important to attract MSOs to improve the distribution levels, as a
newly launched channel first of all increasing distribution is a big task,
because operators will demand more money to place the channel.
6. Introduce more number of varieties in the Programs and increase the
duration of existing successful programs to attract the Audience.
7. The competitors are providing special programs on hot topics like IPL,
Elections, Top educational institutions etc. HY TV is not too good in these
types of programs.
8. As the level is main competitors in media industry, there is a need to focus
on competitor analysis and to take decision to get competitive advantage.

13. CONCLUSION
1.

On the basis of analysis, respondents given first preference to Content, so to

attract the audience good content should be there.

2.

On the basis of analysis, it is found that its competitors are using new
strategies to attract audience but HY TV is lagging behind in creative
programming.

3.

Most of the people are not aware of the HY TV.

4.

Ad agencies look for TAM ratings to give Ads but HY TV have not
subscribed to TAM yet.

5.

Nearly 50% of the respondents are showing interest to watch Telugu

channels, second preference is English, and very few respondents are
watching Hindi channels.

6.

Very few number of respondents responded that they are satisfied with
existing programs; more number of respondents are looking for creative
programs.

7.

The Audience wants to improve the distribution channels in the rural areas
also.

8.

Nearly 80% of the Audience are unable to recall the punch line (feel the
pulse) of HY TV.

14. BIBLIOGRAPHY
Books referred
1) Principles of marketing
2) Consumer behavior

----------

Philip kotler & Gray Armstrong

------------

Leon.G.Schiffman
Leslie Lazar Kanuk

3) Marketing research

-----------

4) Modern advertising management----

G.C.Beri
J.N.JAIN, P.P.SINGH

Journals n Magazines
Business World
Business Today
Advertisement n Marketing
Websites:
www.thesmartmanager.com
www.network18.com
www.indiainfoline.com
www.trends-in-newsrooms.org