1.

INTRODUCTION OF INDUSTRY

Advertisement Industry

The advertising industry is made of companies that advertise agencies that

create the advertisements, media that carries the ads, and a host of people like
copy editors, visualizes, brand managers, researchers, creative heads and
designers who take it the last mile to the customer or receiver. A company that
needs to advertise itself and/or its products hires an advertising agency. The
company briefs the agency on the brand, its imagery, the ideals and values
behind it, the target segments and so on. The agencies convert the ideas and
concepts to create the visuals, text, layouts and themes to communicate with the
user. After approval from the client, the ads go on air, as per the bookings done
by the agency's media buying unit.

Advertisement

Advertisement has become an integral part in today’s marketing scenario. In

earlier times, advertisement was not given as much emphasis as it is being given
today. The Institute of Practitioners in Advertising defines the term as:
“advertising presents the most persuasive possible selling message to the right
prospects for the product or service at the lowest possible cost”. Here we have a
combination of creativity, marketing research & economic media buying.
Advertising may cost a lot of money but that cost is justified if it works
effectively and economically.

The word advertising is a Latin word which means “to turn attention of people
to a specific thing.” It is a paid publicity. According to Oxford Dictionary the
word ‘to advertise’ means ‘to make generally or publicly known’, describe
publicly with a view to increasing sales.
Advertising is thus, a mass communication tool, which is essentially in paid
form by a firm or an individual and the ultimate purpose of which is to give
information, develop attitudes & induce action, which are useful to the
advertiser.

Advertising presents and upholds the ideas, commodities and services of a

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recognized advertiser, which provides as a communication link between the
producer and the potential buyers. It gives the information to the would-be
buyers who are interested in seeking the information about a product and the
manufacturer. Advertising may be taken as the most efficient means of reaching
people with product information. Advertising presents a mass persuasion apart
from disseminating information to the prospective buyers about the product and
the producer. While creating awareness and popularity, it seeks to persuade. It is
a more effective and extensive and less expensive way of creating contacts.

Print Media

The Print Media means of mass communication in the form of printed

publications, such as newspapers and magazines. The print media is composed
of newspapers, community newsletters, wire services, magazines, and other
publications. Within these publications, there are two main divisions of labor:
reporting and editing. Reporters are the newspaper writers who investigate
newsworthy events and interesting stories. Editors assign stories to reporters,
edit story content, and decide which stories to Logo Design for Print Media.

The print media is an effective way to alert the public to the Weatherization
Assistance Program and its work. Readers often bypass paid advertising, but a
story from an independent journalist increases public awareness and builds local
credibility. The media reaches a broad audience of readers on a daily basis.
Reporters and editors are always looking for interesting, newsworthy stories.
Attracting media attention can help expand your influence and name recognition
in target communities.

Print media is usually referred to newspaper and magazine. Advertisements that

are seen in newspaper and magazines are the printed advertisements. However
posters and ads in directories like yellow pages is also considered print media as
anything physically printed to market a product fall under it.

The effectiveness of print media can differ from business to business. A very
good example will be the ads of hyper markets where a whole page or a

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separate filler (rate list) is dedicate which is bound to catch the eye of the
reader. The timing of these kind of ads also play a major role, so if this same ad
is circulated on weekends or holidays it has greater impacts

Types of Print Media

Newspaper

Newspaper is one of the most important and effective print media of mass
communication. It was first published in Germany and later spread its roots to
the rest of the world. Its valuable services to the community like information,
education, entertainment, persuasion, cultural transmission, record facility etc.,
have made it an inevitable medium for the contemporary world.

Magazine

Magazine is another important print medium of mass communication. It is the

predecessor of the daily newspaper.

Newsletter

News letters can be an effective low cost way to reach readers. A newsletter
provides information in the briefest form. Its readers are selective. Commercial
concerns usually use news letters to reach their clients or potential clients in an
effective way.

Pamphlets and Leaflets

Both pamphlet and a leaflet are effective to convey a message to the target
audience. However, these usually have localized influence. They are
informative and persuasive rather than entertaining.

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 2. OBJECTIVES OF THE STUDY

The study is based on Insights Success Business Magazine (Indian Business

Magazines) is concerned. The Research was conducted under the strict
guidelines of my Project Guide

PRIMARY OBJECTIVE:

Study of E-Mail Marketing on Business Magazines” with reference to Insights

Success Business Magazine”

SECONDARY OBJECTIVE:

 To analyze the frequency of Business Magazines.

 To generate the data for the company.
 To give suggestions to the company regarding the magazine publication.
 To find out an impact a promotion channel like E-Mail Marketing can
create on Business
 To know more insights of how the function of Business Magazines work.

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 3. COMPANY PROFILE

INSIGHTS SUCCESS MEDIA AND TECHNOLOGY PRIVATE

LIMITED

Insights Success is an arch that is sustaining Entrepreneurs quench regarding

technology and business update that is currently ruling the business world.

It is providing the best platform for the fastest growing companies, while
creating meaningful learning experiences for the visitors and invaluable brand
awareness for the clients.

Availing core information about new-fangled business solutions, products and

services, latest technological advancements, etc., Insights Success is the
impeccable platform firmly focused on the start-ups of all the sectors working in
the business world out there, as well as the well-established business magnate’s
of the business world.

This Magazine is providing a platform to all the ‘C’ Level professional,

Managers and HR’s of the companies, to flaunt their confrontational style of
doing business and the way of delivering effective and collaborative solutions to
strengthen the market share.

It aims to be a thorough guide to all the diverse challenges of businesses. The

Magazine is one of the best mediums, which molds itself according to the
reader’s choice every single month! With the Magazine we want to share with
the readers the information of their particular industry, as well the critical
information they require and demand to grow their businesses.

Its aim is to create a best platform for top leaders and executives to talk and
share their experiences, views and mantra of success which will help the young
and dynamic bloodline of professionals to learn, cater and deliver business
needs for customers in order to become futuristic market leaders.

It is the Best Business Magazine in the world for enterprises, being a platform it
focuses distinctively on emerging as well as leading fastest growing companies,
their confrontational style of doing business and way of delivering effective and
collaborative solutions to strengthen market share. Here, we talks about leader’s

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viewpoints & ideas, latest products/services, etc. Insights Success magazine
reaches out to all the ‘C’ Level professional, VPs, Consultants, VCs, Managers,
and HRs of various industries.

Insights Success has its offices in Pune Region. Its major competitors are
Forbes Magazine and Silicon India, CIO Review etc.

It appears in these lists: Pune companies, Software, Internet & Computer

Services companies.

Insights Success Business Magazines has divided into 3

categories

1. Knowledge Review (Education, Innovation)

2. Insights Care (Healthcare Solution Hub)

3. Insights tree

FACTSHEET OF THE COMPANY

Year off Establishment – 2015

Legal Status of Firm – Private Limited Company

Nature of Business – Service Provider (B2B)

Number of Employees – 200 people

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OUR MISSION

Our mission is to help our clients make distinctive, lasting, and substantial
improvements in their performance and to build a great firm that attracts,
develops, excites, and retains exceptional people.

We believe we will be successful if our clients are successful.

Manish Bansal, Co-founder & CEO, currently has an approval rating of 100%.
Who runs it with a simple agenda: focus and get ahead and live up to your
name.

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THE SERVICES INSIGHTS SUCCESS PROVIDES

Advertisement Services

Networking Solutions

IT Solutions

8
 Following is the hierarchy of Insights Success Media and Technology Pvt. Ltd,
Pune:

Chief Executive

Officer

Branch

Head

Sales Editorial Designing Content

Department Department Department Department

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COMPETITORS

Silicon India

Bengaluru

No. 124, 2nd floor, South Block, Surya Chambers

Airport Main Road, Murugeshpalya, Bengaluru-560017.
Phone: + 91.80.46441100

Noida:
C-16,
Noida
Phone:+91.120.4639300

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Address: 304, Vishwa Sadan, Janakpuri District Center, Janakpuri, Delhi,
110058

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 3. LITERATURE REVIEW

E-mail
Short for electronic mail, e-mail or email is information stored on a computer
that is exchanged between two users over telecommunication more plainly, e-
mail is a message that may contain text, files images, or other attachments sent
through a network to a specified individual or group of individuals.

The first e-mail was sent by Ray Tomlinson in 1971. Tomlinson sent the e-mail
to himself as a test e-mail message, containing the text "something like
QWERTYUIOP." However, despite sending the e-mail to himself, the e-mail
message was still transmitted through ARPANET.

It's clear that email (electronic mail) has become one of the most prevalent
forms of communication. In fact, email communication is not only used in lieu
of letter writing, it has also replaced telephone calls in many social situations
and in professional environments.

So, what is an email and how does email work? There's a lot that goes into an
email behind the scenes, but we won't cover all of that here. Instead, let's take a
look at the two most important topics: what an email is and why people use
email so often.

Email Marketing

Basically the use of email to promote products and/or services. But a better
email marketing definition is the use of email to develop relationships with
potential customers and/or clients. Email marketing is one segment of internet
marketing, which encompasses online marketing via websites, social media,
blogs, etc. It is essentially the same as direct mail except that instead of sending
mail through the postal service, messages are sent electronically via email.

At its best, email marketing allows businesses to keep their customers informed
and tailor their marketing messages to their customers.

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The two big advantages of email marketing are price and ease. Emailing is an
inexpensive way to advertise your company and its products and/or services
compared to many other types of marketing. It's also extremely easy to set up
and track an email marketing campaign, making it a very accessible type of
marketing for small businesses.

Newsletters can be sent to the email list you've built from the people who
provided the necessary information on your website, for instance, providing
these potential customers with news updates about your company, upcoming
events and/or special offers – and, of course, reminding them that your business
exists and that maybe it's time for another visit.

Previous Research done on Email Marketing

Email marketing is ubiquitous; Ascend2’s2015 survey study shows that 82% of

B2B and B2C companies use email as part of their marketing strategy.
However, customer complaints of too many emails are also widespread.
Therefore, sending the right number of emails can not only help customers
become or stay more engaged but also generate profitability. Unfortunately,
finding that magic number can be challenging, and marketers seeking guidance
face a bewildering variety of advice ranging from the anecdotal to the
indecipherable. Recent research published in the Journal of Marketing Research
addresses this conundrum by investigating the following question: What is the
right number of emails to send to different customers over time?

Researchers Xi (Alan) Zhang, V. Kumar, and Koray Cosguner’s article

“Dynamically Managing a Profitable Email Marketing Program” develops an
empirical framework using advanced statistical methods that can help firms
overcome the challenges in developing effective email marketing programs.
More importantly, the paper creates an actionable management tool in the form
of a decision support system to guide firms about how to target different
customers over time.

Findings
Working with an anonymous firm, Zhang, Kumar, and Cosguner made several
discoveries. First, in contrast to conventional wisdom, email-active customers
are not necessarily active in purchases, and email-inactive customers may still

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be relatively active in their purchase behaviors. Thus, using metrics based one
mail responsiveness, such as open rates, to measure the effectiveness of email
marketing campaigns may be short-sighted.

Second, they found that the firm’s email contact policy has nonlinear short- and
long-term effects on customers’ purchase and email open behaviors as well as
firm profitability. In the short term, sending more emails increases customers’
purchase levels up to a point, but after this threshold, sending more emails can
decrease purchase levels. In the long term, the firm’s email contact policy might
help (1) convert low-engagement customers (in purchases) to medium-
engagement customers and (2) keep medium-engagement customers at that
level. However, firms should tread carefully with high-engagement customers:
sending emails to these customers may cause them to move to lower
engagement levels.

The authors find that the firm in the study should target its customers by
sending 5 to 14 emails per month, based on their past behaviors and relationship
levels with the firm. In addition, they find profitability benefits. On average, the
firm needs to send 7 emails per month, and deviating from that might cause the
firm to leave a significant amount of profit on the table. For example, sending 4
(10) emails per month might cause the firm to lose 32% (16%) of its lifetime
profit.

The authors caution that their results are based on a single firm and that more
research is needed to generalize these results further. However, the implications
that emerge can help marketers as they plan their email campaigns. First, email
campaigns should be strategically directed toward customers who will make the
most difference—in this study, low- and medium-engagement customers, but
not high-engagement customers. Second, although this study shows that sending
too few emails is worse than sending too many, hitting the sweet spot should
always be the goal. Third, managers need to reevaluate campaigns frequently,
because not only do customers come and go, but a single customer can change
in engagement as time passes.

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Abstract

Although email marketing is highly profitable and widely used by

marketers, it has received limited attention in the marketing literature.
Extant research has focused on either customers’ email responses or the
“average” effect of emails on purchases. In this article, the authors use
data from a U.S. home improvement retailer to study customers’ email
open and purchase behaviours by using a unified hidden Markov and
copula framework. Contrary to conventional wisdom, the authors find
that email-active customers are not necessarily active in purchases, and
vice versa. Furthermore, the number of emails sent by the retailer has a
nonlinear effect on both the retailer’s short- and long-term profitability.
Through a counterfactual study, the authors provide a decision support
system to guide retailers in making optimal email contact decisions.
This study shows that sending the right number of emails is vital for
long-term profitability. For example, sending four (ten) emails instead
of the optimal number of seven emails can cause the retailer to lose
32% (16%) of its lifetime profit per customer.

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 4. RESEARCH METHODOLOGY

Research can be defined as systematized efforts to gain knowledge. A research

is carried out by different methodologies, which have their own pros and cons.

Research methodology is a way to solve research problem along with the logic
behind them. First of all it is necessary to create research design.

RESEARCH DESIGN:

Basically there are three of approaches

Exploratory

Descriptive

Experimental

I have used exploratory research. Exploratory research often relies on

techniques such as:

 secondary research - such as reviewing available literature and/or data

informal qualitative approaches, such as discussions with consumers,
employees, management or competitors

METHOD OF DATA COLLECTION:

While deciding about the method of data collection to be used for the study,
there are only two types of data –

 Primary Data
 Secondary Data
 Reasons for selecting secondary data
1. It is easily available
2. Data gather through company websites are accurate and reliable

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 Sources of Secondary Data

 Company website
 Through different books, magazines & research papers
 Through past records maintained in the company

SCOPE OF STUDY

The aim of the study is that you can connect directly with your target audience.
Your marketing becomes very focused, as you know what your subscribers
want. That makes it easier to turn subscribers into customers.

SAMPLE DESIGN

Sampling technique used: The concept of sampling technique is used to make

the research feasible.

The sampling technique used in this study is Probability, Simple random

sampling.

Sample Area: Only Insights Success magazine has been considered as sample
area.

Sample Units: The research work is done on Business Magazines for 60 days.
Some of the names of the industries used are: Recycle industries, Telecom
Industries, Account and Audit firm, Construction and Real Estate firm.

Sample size: The sample size was 300 companies from India as well as from
Abroad in two month (June to July)

Data collection: Both primary data and secondary data has been used in this
study. Primary data has been collected from magazines and secondary data has
been collected from books, websites etc.

Data Analysis: The information collected is entered into excel sheets and
suitable statistical applied and inferences is drawn

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 6. Data Analysis and Interpretations

The process of evaluating data using analytical and logical reasoning to

examine each component of the data provided. This form of analysis is just one
of the many steps that must be completed when conducting a research
experiment. Data from various sources is gathered, reviewed, and then analyzed
to form some sort of finding or conclusion. There are a variety of specific data
analysis method, some of which include data mining, text analytics, business
intelligence, and data visualizations.

Data analytics initiatives can help businesses increase revenues, improve

operational efficiency, optimize marketing campaigns and customer service
efforts, respond more quickly to emerging market trends and gain a competitive
edge over rivals -- all with the ultimate goal of boosting business performance.
Depending on the particular application, the data that's analyzed can consist of
either historical records or new information that has been processed for real-
time analytics uses. In addition, it can come from a mix of internal systems and
external data sources.

Data analysis can offer the following benefits:

Structuring the findings from survey research or other means of data collection

Break a macro picture into a micro one

Acquiring meaningful insights from the dataset

Basing critical decisions from the findings

Ruling out human bias through proper statistical treatment

Every study is conducted for the purpose of getting some results, and without
analysis and interpretation of data received in the study, a researcher is not able
to make any judgement. For this purpose in this chapter data is analyzed and
interpret with the help of Diagrams

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1. Preference of Email as a Marketing Strategy:

Sr No. Response/ No. of respondent

opinion
1 Yes 70
2 No 25
3 Not sure 5
4 Total 100

No. of respondent

5
25

yes
No
70
Not Sure

Interpretation:

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2. Print media as an effective tool for business promotion

Sr No. Response/ No. of respondent

opinion
1 Effective 65
2 Very Effective 20
3 Neutral 10
4 Not effective 5
5 Total 100

No. of respondents

5
10

20 effectve
very effectve
65 neutral
not effective

Interpretation:

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3. Customer frequency on buying business magazines

Sr No. Response/ No. of respondent

opinion
1 Weekly 35
2 Monthly 25
3 Quarterly 15
4 yearly 20
5 Not at all 5
6 Total 100

No. of respondent

20
35

Weekly
15 Monthly
Quartely
yearly
25

Interpretation:

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4. Factors that are considered to get featured in magazine

Sr No. Response/ No. of respondent

opinion
1 Price 40
2 Quality 35
3 Scheme 15
4 Others 10
5 Total 100

No. of respondent

10

15 40

Price
Quality
Scheme
Others
35

Interpretation:

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5. Customer familiarity with insight success business magazine

Sr No. Response/ No. of respondent

opinion
1 Yes 65
2 NO 20
3 Not so much 10

No. of respondent

6
25
19
India Today
Forbes India

15 Business Today
Insights Success
35
Others

Interpretation:

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6. Various Magazines used by customers currently

Sr No. Magazines list No. of respondent

1 India Today 25
2 Forbes India 35
3 Business Today 15
4 Insights Success 19
5 Others 6
6 Total 100

No. of respondent

6
25
19
India Today
Forbes India
15 Business Today
Insights Success
35
Others

Interpretation:

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7. Yearly Budget for Print Media:

Sr No. Amount No. of respondent

1 Above 5 lakh 9
2 2lakh to 5lakh 15
3 1lakh to 2lakh 35
4 Below 1 lakh 41
5 total 100

No. of respondent
9

15
41

Above 5 lakh
2lakh to 5lakh
1lakh to 5lakh
35
Below 1 lakh

Interpretation:

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8. Magazine profile interest of the customer

Sr No. Profile Option No. of respondent

1 Cover Page 37
2 Special page 45
3 Normal Page 18
4 total 100

No. of respondent

18
37

Cover Page
Special page
Normal Page
45

Interpretation:

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9. Customer previous association with print media

Sr No. Opinion No. of respondent

1 Yes 21
2 N0 79
3 Total 100

No. of respondent

21

Yes
N0
79

Interpretation:

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10. Customer intention of recommending Insights Success Magazines to
others

Sr No. Profile Option No. of respondent

1 Yes 75
2 No 0
3 Not Sure 25
4 total 100

No. of respondent

25

0
Yes
No

75 Not Sure

Interpretation:

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11. Customer Preference of Getting updates from Insights Success
Magazines

Sr No. Customer No. of respondent

Preference
1 Yes 85
2 No 15
3 Not Sure 0
4 total 100

No. of respondent
0
15

Yes
No
Not Sure
85

Interpretation:

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 7. Finding
Every research gives some valuable insights. Working 60 days with Insights
Success has given me the lesson of E-mail Marketing and Its Successful impact
on Corporate Industries. E-mail can bring lot of business and value to any
organization if it is handle properly.

Once should know how to send when to send and whom to send very properly
because too many and too less E-mail both can create negative impact to the
company and its brand.

Some Findings from my 2 months works are describe below

Reduced Time & Effort: traditional marketing techniques take a lot of time,
energy, and cost a ton of money. But with E-mail marketing is cost effective
and within short interval we can get touch with numerous clients and customers
It has no Physical boundaries: Email marketing has no boundaries. It is not
limited to the certain places and no border and country territory can stop email
marketing. From one place email marketing can be done to any part of the
world.

Strengthen relationships: If you want to build strong customer relationships, it’s

important to have an effective tool to communicate with the people who matter
most to your business. Email gives you the ability to stay top-of-mind and keep
people engaged with your business during your busy season and the slower
times of the year.
Improve communication; if your business depends on having a reliable way to
communicate with your members and clients, you need to have a
communication channel you can trust. For real estate management company,
Buccini/Pollin Group, email has provided a reliable solution to keep tenants
informed and up-to-date.

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Build your brand
With email marketing, you can strengthen brand recognition with new and
potential clients, and extend your reach when people forward or share your
message with a friend.

8. SUGGESTIONS AND RECOMMMENDATION

After undertaking the study, the following suggestion could be pondered to

improve the email marketing strategy.

 The company should consider creating awareness among the employees

about email marketing channel or any other digital marketing channel
used.

 They should consider improving their data collection and verification

techniques.

 The company should target specific customer groups and create relevant
content for them.

 The company should also consider paying attention to parameters like

deliverability, open rate, time at which mail is to be sent and so on.

 Once the lead is created, the company should create a proper follow-up
system and it will also strengthen the relationship between the company
and the client.

 Continuous feedback from customers should be taken regarding their

requirements.

 Continuous assessments of campaigns should be conducted to evaluate

and analyze the out comings.

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 10. CONCLUSION
 It can be seen that Insights Success is one of the most popular brand.
 Quality is considering lot while publishing the magazine.
 The Insights Success stands third after Forbes magazine and Silicon
India.
 All the ‘C’ Level professional, VPs, Consultants, VCs, Managers, and
HRs of various industries consider the facilities provided by the company
and the price demanded by the company.
 The customer may change the brand of magazine if the particular brand is
charging high price and giving less facilities and also because of close
substitute.
 Price hike is also one of the reasons for change in brand.

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 11. LIMITATIONS:

 The survey was restricted to selected corporate companies only

 The time duration of this survey was 60 days only.
 The response from the respondents was fair enough but not up to the
mark or good enough.
 This project was only restricted to the Insights Success Business
Magazine only not others sectors

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 QUESTIONARE

1. Do you prefer E-Mail as your marketing strategy?

a) Yes
b) No
c) Not sure

2. Do you think print media as effective tool for business Promotion?

a) Effective
b) Very effective
c) Neutral
d) Not effective

3. How frequently do you buy business magazines?

a) Weekly

b) Monthly

c) Quarterly

d) Yearly

e) Not at all

4. What are the factors that should be consider while get featured in Business
Magazine?

a) Price

34
b) Quality

c) Schemes

d) Others

5. Are you familiar with Insights Success Business Magazines?

a) Yes

b) No

c) Not so much

6.What are the various magazines currently you are using and reading?

a) India Today

b)Forbes India

c) Business Today

d) Insights Success

e) Others

7. What is your yearly budget for Print Media?

a) Above 5 Lakh

b) Above 2 lakh to 5 Lakh

c) 1lakh to 2 lakh

d) Below 1 Lakh

35
8. Which type of profile you are interested in?

a) Cover Page

b) Special Page

c) Normal Page

9. Do you have any previous association with print media?

a) Yes

b) No

10. Will you like to recommend Insights Success Business Magazines to others?

a) Yes

b) No

c) Not Sure

11. Will you like to get regular updates of our company activities, schemes and
subscription model?

a) Yes

b) No

c) Not Sure

36
 12. BIBLIOGRAPHY

PAPERS AND WEBSITES

What is Email Marketing?

http://www.streamsend.com/what_is_email_marketing.html

Research paper used for reference

http://eprints.kingston.ac.uk2108/1/paper.html

Email Marketing Trends

http://searchenginejournal.com/4-email-marketing-trends-well-see-gear-
2016/139833/

Manavik P.Raj, Dr.K.J.Joseph, Jesus Milton Rousseau S.Corporate

Communication & Social Media: A study of its usage pattern, August 2015

Stelzner, M. (2009). Social Media Marketing Industry Report: How Marketers

Are Using Social Media to Grow Their Businesses. Social Media Success
Summit.

Books

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Donald R Cooper , Pamela S Schindler (2008). Business Research Methods.
New Delhi : Tata McGraw-Hill Publishing.2008.

Marketing management by Mr. Philip Kotler

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