CHAPTER-1

INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
In today's world all of us are under the influence of "Advertisement. Advertising
effectiveness pertains to how well a company's advertising accomplishes the intended.
Small companies use many different statistics or metrics to measure their advertising
effectiveness. These measurement can be used for all type of advertising, including
television, radio, direct mail, internet and even billboard advertising. A company's
advertising effectiveness usually increases over time with many messages or exposures.
But certain advertising objectives can be realized almost immediately. Ad is an efficient
and effective technique to promote goods, services and ideas. It is a paid form of non-
personal communication where in business information is made available for potential
customers.
This project work "INFLUENCE OF ADVERTISEMENT IN CUSTOMERS
WITH SPECIAL REFERENCE TO AKBAR TRADERS,
PULIVETTY,MALAPPURAM" is carried on with the objective of studying how is
advertisement is effect on the sale of AKBAR products and what are the changes in the
market created by the advertisement.
Advertisement is the glamorous element of promotion mix. It is the poetry of
marketing. Thus it becomes necessary for the management to evaluate the effectiveness
of advertising. The management wants to know extent to which the advertising
programmed of company has been successful.
One of the most important objectives of advertising is to increase sales and profits
A profitable ad is an effective one. The best way to build sales and profits is by reaching
the right target audience. Small business owners must make sure their advertising reaches
the people who are most likely to purchase their products. Companies often develop
customer profiles from warranty cards and marketing research to gather this information.
Target audience variables or demographics can include age, gender, income and
education.
Brand awareness is another metric of advertising effectiveness. Brand awareness is
the percentage of people who recognize company's brand of products. It usually takes
many years and lots of ad exposure to build high brand awareness. Television and radio
are two of the best mediums for building brand awareness. Small companies can also
build their brand awareness on the internet by advertising in online yellow pages, or
promoting their wares through major search engines like Google and Yahoo.
Small companies can test their advertising effectiveness in several different ways.
One way is to the insert certain "word flags" in to the advertising messages, according to
"entrepreneur." This may be a simple phrase of word that customers recognize and can,
therefore, mention when inquiring from an advertisement.
 The objectives of all business are to makes profits and a merchandising concern
can do that by increasing its sales at remunerative prices. This is possible, if the product
is widely polished to be audience the final consumers, Channel members and industrials
users and through convincing arguments it is persuaded to buy it. Publicity makes a thing
or an idea general term indicating efforts at mass appeal. As personal stimulation of
demand for a product service or business unit by planting commercially significant news
about it in a published medium or obtaining favorable presentation of it up on video
television or stage that is not paid for by the sponsor.
On the other hand, advertising denotes a specific attempt to popularize a specific
product or service at a certain cost. It is a method of publicity. It always intentional
openly sponsored by the sponsor and involves certain cost and hence is paid for. It is a
common form of non-personal communication about an organization and or its products
idea service etc. that is transmitted to a target audience through a mass medium. In
common parlance the term publicity and advertising are used synonymously.
This report will show about the advertising effectiveness of “AKBAR
TRADERS".
1.2 STATEMENT OF THE PROBLEM
Advertising is a most glamorous element of the promotion mix. It is the poetry of
marketing. It covers all activities connect with the giving of publicity regarding
goods and service offered for sale. Sometime the inefficient advertisement may load
to unfavour situation in the business. This project is studying, how is the
advertisement will effecting on the sale of Akbar Traders.

1.3 OBJECTIVE OF THE STUDY

 In this project have an attempt to be study the advertising of AKBAR

TRADERS and their effect of advertisement. In this study have some
objectives.

Primary Objective
 To study the effectiveness of advertisement in Akbar Traders.
 To realize how it creates, maintain and increase the demand of the product

Secondary Objective

 To study about the effectiveness of an advertising to create attraction and

interest among customers towards a product.
 To realize how far advertisement helpful in customers and employees.
 To promote personal selling program
 To enter national market and motive new group of customers.
 To promote newly launched products among the potential customers.
 To create awareness among maximum people about your business in a short
period of time
 To enhance goodwill and build credibility among the customers by
promising to provide better quality of products and services
 To know about the history of the industry and firm.

1.4 SCOPE OF STUDY

A study has been conducted at AKBAR TRADERS, a detailed project study helps
to get thorough knowledge about the industry, company and its products, and also find
out advertising effectiveness of the company. The study also conducted for the better
improvements of the organization.
1.5 NEED OF THE STUDY
Green marketing affects positively the health of people and the ecological environment.
People are aware of pure products and pure methods of producing, using, and disposing the
products. It encourages integrated efforts for purity in production and consumption as well.

1.6 RESEARCH METHODOLOGY

Research methodology means the scientific methods and techniques used for
conducting a research. It is the research design which can be selected for
conducting a study according to nature and scope of the research problem.
1.6A RESEARCH DESIGN
Research design is the plan structure and strategy under which the research work is
conducted. It is purely and simply the framework or plan for a study that guides the
collections and analysis of data. It is the blueprint that is followed in completing
the study. Fundamental to the success of any research project is a sound research
design.
Descriptive research design has been used for conducting this study. This design
helps to describe characteristics of a particular population or phenomena and to
study in depth the characteristics concerning individual group and situation.
1.6B SOURCES OF DATA
For this study primary and secondary data are used.
i. PRIMARY DATA
The primary data are those collected by the investigator himself for the first time
and these are original character. They are collected for a particular purpose. The
data are collected through the questionnaire.
ii. SECONDARY DATA
Secondary data are those which already have been collected by some other persons
for his purpose and published. The relevant information for this project has been
collected from books, report, journals and internet.

1.6C SAMPLING DESIGN

Sampling design is a design or a working plan that specifies the population frame,
sample size, sample selection, and estimation method in detail. Objective of the
sampling design is to know the characteristics of the population.

i. POPULATION
Population means the aggregate of all elements under study having one or more
common characteristics. Population for the study is the customers of Green
Marketing in Perinthalmanna.

ii. SAMPLE SIZE

Number of sampling units selected from the population is called the sample size.
Sample size for the study is 50 customers.
iii.SAMPLING TECHNIQUE
Sampling technique is the procedure for selecting the sample members from a
population. The study completed by using convenience sampling, a non-probability
sampling technique, where subject is selected because of their convenience
accessibility and proximity to the researcher.
1.6D TOOLS USED FOR THE STUDY

i. TOOLS FOR DATA COLLECTION

Questionnaire prepared is used by the researcher to get needed information from
respondent.
ii. TOOLS FOR DATA ANALYSIS
In this research, simple percentage analysis is used for analysing primary data
iii. TOOLS FOR DATA PRESENTATION
In this research, tables, diagrams, charts etc…. are used for presenting data.
1.6E PERIOD OF STUDY
The period of study is limited to 21 days from _______ to ________.

1.6 PERIOD OF THE STUDY

The period of study is 21 days

1.7 LIMITATIONS OF THE STUDY

 Inherent limitations of sample survey study

 do not allows to improve the awareness
 cannot make a change in the attitude of population
 cannot able to assess the practices of the current selected population

Lack of previous experience might effect result of the problem.