Summer Training Report

On
( A study of latest trend in advertising )
Submitted in partial fulfillment of the requirement for award of degree of

Master of Business Administration

Dr APJ Abdul Kalam Technical University

Session 2020-2021

Submitted To :- Submitted By :-

(Ankit Srivastava) (Harsh Kumar Tripathi)

Roll No: 1901540700013

Faculty Of Management & Technology

HCPG College, BawanBeegha

Varanasi
 PREFACE

Master of business administration (MBA) is one of the most reputed professional courses in fields of
management. This course includes both theory and application part in form of the two months training
required undergoing in an organization. Summer training report is an outcome of the exercise by means
of which student learn a lot of things which can’t be taught in the class of room. During the summer
training, students come to know about the principal & practices of management and their application in
real working condition in an organization.

In this project we also apply research methodology, the interpretation & analysis of the questionnaire
gives the final result & conclusion
 DECLARATION

HARSH KUMAR TRIPATHI, STUDENT OFFACULTY OF MANAGEMENT AND

TECHNOLOGY HCPG COLLEGE VARANASI, 2019-21 batch declare that every part of project
report A study of consumer behavior in automobiles industry that I have submitted is original .

I was in regular contact with nominated guide and contacted several time for
discussing the project.

Date of Project submission:

(Signature of the Student)

Name: Harsh kumartripathi
ROLL. No. 1901540700013
 ACKNOWLEDGEMENT

I am sincerely thankful to all those people who have been giving me any kind of assistance in the
making of this project report.

I express my gratitude to Prof. Ankit srivastva, who has through her vast experience and knowledge has
been able to guide me, both ably and successfully towards the completion of the project. I express my
gratitude, Faculty of management and Technology HCPG College Varanasi.

I would hereby, make most of the opportunity by expressing my sincerest thanks to all my faculties
whose teachings gave me conceptual understanding and clarity of comprehension, which ultimately
made my job more easy. Credit also goes to all my friends whose encouragement kept me in good stead.
Their continuous support has given me the strength and confidence to complete the project without any
difficulty.

Last of all but not the least I would like to acknowledge my gratitude to the respondents without whom
this survey would have been incomplete.

HARSH TRIPATHI
Roll no 1901540700013
 TABLE OF CONTENT
◆ INTRODUCTION

◆ HISTORY OF ADVERTISING

◆ ADVERTISING THEORY

◆ CONCEPTUAL FRAMEWORK

◆ 8 ADVERTISING TRENDS FOR 2020/2021

◆ ADVERTISING TRENDS TABLE OF CONTENTS

◆ TYPE OF ADVERTISING

◆ RECENT TRENDS IN ADVERTISING IN INDIA

◆ CELEBRITY ENDORSEMENTS

◆ INDIAN PRESPECTIVE - EXAMPLES

◆ ONLINE ADVERTISING

◆ TYPE OF ONLINE ADVERTISING

◆ ONLINE ADVERTISING IN INDIA

◆ SOCIAL MEDIA MARKETING

◆ MAJOR SITE OF SOCIAL MEDIA MARKETING

CHAPTER 2

RESEARCH METHODOLOGY

STATEMENT OF PROBLEM

TYPES OF RESEARCH

SAMPLE SIZE AND SAMPLING METHOD

NEED OF STUDY

SCOPE OF STUDY
DATA COLLECTION METHOD AND TOOL

LIMITATION

CHAPTER 3

DATA ANALYSIS AND INTERPRETATION

CHAPTER 4

FINDING

CONCLUSION

SUGGESTION

BIBLIOGHRAPHY

APPENDIX
 INTRODUCTION
Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or
listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer
behavior with respect to a commercial offering, although political and ideological advertising is also
common. The purpose of advertising may also be to reassure employees or shareholders that a company
is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various
traditional media: including mass media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.

Commercial advertisers often seek to generate increased consumption of their products or services
through "Branding," which involves the repetition of an image or product name in an effort to associate
certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend
money to advertise items other than a consumer product or service include political parties, interest
groups, religious organizations and governmental agencies.

Advertisement is an encapsulated communication about a product (good/services). a clearly designed,

concise, aesthetically appealing and content-wise accurate communiqué intended to effectively persuade
the target audience viewers/listeners/readers) to arrive at a decision as desired by the advertiser often
concerning the product (goods/service). Usually the aim of an advertisement is to increase the sales of a
product introduced into the market. The advertisement will speak about the salient features of the
product on offer and the benefit the customer/consumer can derive out of the product. It can also educate
the target audience about the various other details such as the productcost, availability, usage modalities,
problems that may arise whiles using it and the probable solutions to those problems etc.

Advertisement also is used to inform a mass of audience about various socially relevant factors such as
employment, upcoming events, contests or elections or a host of other such events. Now newer media of
advertisements are emerging and growing. Internet based media like social networks, web portals, trade
portals etc. are some of those.
Normally the advertisements are prepared in such a way that it attracts the attention of the intended
parties easily. Thoughtfully constructed copy (words/diction of an advertisement). interesting visual or
pictures. Attractive colors and designs, and a uniquely arrived at theme, the central steam of thought,
etc. arouse interest of the customers, and help to retain the interest. Persuasive elements of the
advertisement drive the customers towards a strong desire to possess the product. This finally leads them
toward buying or possessing the product. Professional managers don't construe this as the final point in
advertising. They proceed for an extra mile to ensure the initial trial becomes a success and ensures
repeated clientele.

In June 1836. French newspaper La Presse was the first to include paid advertising in its pages, allowing
it to lower its price, extend its readership and increase its profitability and the formula was soon copied
by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency
in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted
rate then resold the space at higher rates to advertisers. The actual ad - the copy, layout, and artwork -
was still prepared by the company wishing to advertise: in effect, Palmer was a space broker. The
situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was
founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its
customers. By 1900 the advertising agency had become the focal point of creative planning, and
advertising was firmly established as a profession. Around the same time, in France, Charles Louis
Havas extended the services of his news agency. Havas to include advertisement brokerage, making it
the first French group to organize. At first, agencies were brokers for advertisement space in
newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising
content. N.W. Ayer opened in 1869, and was located in Philadelphia. In the early 1920s, the first radio
stations were established by radio equipment manufacturers and retailers who offered programs in order
to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting
up their own radio stations, and included: schools, clubs and civic groups. When the practice of
sponsoring programs was popularized, each individual radio program was usually sponsored by a single
business in exchange for a brief mention of the business' name at the beginning and end of the sponsored
shows. However, radio station owners soon realised they could earn more money by selling sponsorship
rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather
than selling the sponsorship rights to single businesses per show. This practice was carried over to
commercial television in the late 1940s and early 1950s. A fierce battle was fought between those
seeking to commercialize the radio and people who argued that the radio spectrum should be considered
a part of the commons - to be used only non-commercially and for the public good. The United
Kingdom pursued a public funding model for the BBC, originally a private company, the British
Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada,
advocates like Graham Spry were likewise able to persuade the federal government to adopt a public
funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the
capitalist model prevailed with the passage of the Communications Act of 1934 which created the
Federal Communications Commission (FCC). However, the U.S. Congress did require commercial
broadcasting companies to operate in the "public interest, convenience, and necessity". Public
broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the
Public Broadcasting Service (PBS) and National Public Radio (NPR) In the early 1950s, the DuMont
Television Network began the modern practice of selling advertisement time to multiple sponsors.
Previously, DuMont had trouble finding sponsors for many of their programs and compensated by
selling smaller blocks of advertising time to several businesses. This eventually became the standard for
the commercial television industry in the United States. However, it was still a common practice to have
single sponsor shows. such as The United States Steel Hour. In some instances the sponsors exercised
great control over the content of the show-up to and including having one's advertising agency actually
writing the show. The single sponsor model is much less prevalent now, a notable exception being the
Hallmark Hall of Fame. In the 1960s. campaigns featuring heavy spending in different mass media
channels became more prominent. For example, the Esso Gasoline Company spent hundreds of millions
of dollars on a brand awareness campaign built around the simple and alliterative theme Put a Tiger in
Your Tank. Psychologist Ernest Dichter and DDB Worldwide copywriter Sandy Sulcer learned that
motorists desired both power and play while driving, and chose the tiger as an easy-to-remember symbol
to communicate those feelings. The North American and later European campaign featured extensive
television and radio and magazine ads, including photos with tiger tails supposedly emerging from car
gas tanks, promotional events featuring real tigers, billboards, and in Europe station pump hoses
"wrapped in tiger stripes" as well as pop music songs. Tiger imagery can still be seen on the pumps of
successor firm ExxonMobil. The late 1980s and early 1990s saw the introduction of cable television and
particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of
advertising: the consumer tunes in for the advertising message, rather than it being a by-product or
afterthought. As cable and satellite television became increasingly prevalent. specialty channels
emerged, including channels entirely devoted to advertising, such as QVC. Home Shopping Network,
and Shop TV Canada. With the advent of the ad server, marketing through the Internet opened new
frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations
operated solely on advertising revenue, offering everything from coupons to free Internet access. At the
turn of the 21st century, a number of websites including the search engine Google started a change in
online advertising by emphasizing contextually relevant, unobtrusive ads intended to help. rather than
inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive
advertising. A recent advertising innovation is "guerrilla marketing", which involve unusual approaches
such as staged encounters in public places, giveaways of products such as cars that are covered with
brand messages, and interactive advertising where the viewer can respond to become part of the
advertising message. Guerrilla advertising is becoming increasing more popular with a lot of companies.
This type of advertising is unpredictable and innovative, which causes consumers to buy the product or
idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement,
having consumers vote through text messages, and various innovations utilizing social network services
such as Facebook. Modern advertising developed with the rise of mass production in the late 19th and
early 20th centuries. In 2010, spending on advertising was estimated at more than $300 billion in the
United States and $500 billion worldwide. Internationally, the largest ("big four") advertising
conglomerates are Interpublic, Omnicom. Publicis, and WPP.
 History Of Advertising

The history of advertising can be traced to ancient civilizations. It became a major force

in capitalist economies in the mid-19th century, based primarily on newspapers and magazines. In the
20th century, advertising grew rapidly with new technologies such as direct mail, radio, television, the
internet and mobile devices. Between 1919 and 2007 advertising averaged 2.2 percent of Gross
Domestic Product in the United States

Advertising as a percent of Gross Domestic Product in the United States, 1919 to 2007 per Douglas
Galbi.
 Advertising theory

Hierarchy of effects model It clarifies the objectives of an advertising campaign and for each individua
Advertisement. The model suggests that there are six steps a consumer or a Business buyer moves
through when making a purchase.

The steps are:

1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase

Means-End Theory

This approach suggests that an advertisement should contain a message or Means that leads the
consumer to a desired end state.

Leverage Points

It is designed to move the consumer from understanding a product’s benefits to Linking those benefits
with personal values.

Verbal and Visual Images

 Conceptual Framework

The American Marketing Association, Chicago, defines advertising as “any paid form of non-personal
presentation of ideas, goods and services by an identified sponsor.”

A form is a presentation or a sign, a symbol, an illustration, an ad message in a magazine or newspaper,

a commercial on the radio or on television, a circular dispatched through the mail or a pamphlet handed
out at a street corner; a sketch or message on a billboard or a poster or a banner on the Net.

Non-personal means that it is not on a person-to-person basis.

Goods, services, ideas for action means making a consumer’s work easy, as far as knowing about the
product of a firm. It could be a television or a banking ice or filing tax returns, which the firm the
marketer wants the consumer to know about. An idea could also refer to political parties letting the
people know about their party and why they should vote for the party. Adult education, AIDS awareness
campaign and eye donation campaign are a few examples of ideas.

Paid for by an identified sponsor implies that the sponsor has control over the form, content and
scheduling of the advertisements. The sponsor could be identified by the company name or the brand of
the particular product.

Some important terms usually used in the advertising fields are as follows:

AD:

The name used to indicate an advertising message in the print media,

ADVERTISING AGENCY:

An organization that provides a variety of advertising related services to clients

Seeking assistance in their adverting activities,

ADVERTISED BRAND:
A brand is owned by an organization (usually a manufacturer) that uses a marketing strategy usually
involving substantial advertising.

ADVERTISING MEDIA:
The various mass media that can be employed to carry advertising message to potential audience or
target markets for products, services, organizations, or Ideas.

BANNER AD:
A graphical Internet Advertising tool.

CLIENT:
The term used to indicate an advertiser who has been served by an advertising Agency.

OTC:
Opportunity to See.

POP:
Point of Purchase

POS:
Point of Sale

Share:
The percentage of households or target audience members using television or radio that are tuned to a
particular program.

TG:
Target Audience

ZAPPING:
The act of using a remote control to change television channels when an advertisement begins.
 8 Advertising Trends for 2020/2021
With almost 8 billion people on the planet, one might think that just putting any advertisement out there
is good enough. That couldn’t be further from the truth. Advertising trends shift each year and there’s a
lot of factors involved. Change in preference and emergence of new technologies are just a few of them.

There’s a reason why the top marketing automation software are always updating. Each version takes
into account what’s in and out in the world of marketing. However, the benefits of knowing the trends in
advertising aren’t limited to these software developers alone.

Business owners, marketers, ad specialists, and even consumers can pick up a thing or two about them
as well.  This article discusses the latest trends that were prevalent in the most recent years until today.
Which of them might become obsolete soon and which will remain strong through the years? Keep
reading and find out.
A look at the history of advertising shows that it evolves with the technology at hand. From the
Egyptian’s sales message written on papyrus to the newspaper and all the way to mobile targeted ads. It
has definitely come a long way.

However, the main objectives of advertising have remained. That is to inform, to convince, and to
remind the customers about a certain brand and its benefits. The only thing that changed is how these
objectives are achieved.

It has taken thousands of years for the advertisement to progress from the papyrus to the newspaper.
However, time has changed. It won’t even take half as long for advertising trends to shift from one form
to another. This also means that keeping up with them or adapting to them has become more challenging
than ever. This article can be used as a resource about the latest changes in advertising trends.
 Advertising Trends Table of Contents

● Video Advertising

●Personalized Advertising

●Mobile-First Advertising

●Display Advertising

●Print Advertising

●Social Advertising

●Programmatic Advertising

●Increase in Ad Spending

1. Video Advertising

What are the major trends in advertising today? For starters, video advertising is still the top marketing
medium today. Not surprising since it has already been big since the television era. The rise of the
internet, computers, and mobile devices only provided more platform for video ads to appear. It’s
probably still going to be one of the most important advertising trends in the next 5 years. Sales reps and
their sales tools are only too happy to accommodate these video ads to stoke revenues.

The ever-growing shift to mobile devices has rendered many types of marketing campaigns to lose some
of their touch. It’s because email newsletters, long sales pages, and others are more difficult to read on a
mobile screen. And since video is a format capable of conveying a message consistently across different
platforms, it became a marketing staple.

There’s a lot of options on where to place a video advertisement in this modern time. YouTube may be
the biggest video platform but social media sites are solid choices for video ads as well. Advertisers are
taking advantage of the large user-base of Facebook, Twitter, and Instagram for their video marketing
campaign.
It’s not just the platform where videos can be placed that has changed. The format itself is undergoing
rapid transformation because most people watch for content and not for production quality. That’s what
challenges major business brands the most. It’s also the reason they are always on the lookout for the
changes in video advertising trends.
 Video Advertising Trends:

Shorter Ads. Since consumers have all the videos they can watch, they’ll only take interest in ads that
can grab their attention. It affects the amount of time that people are willing to spend in watching
advertisements. This resulted in video ads becoming shorter, more appealing, concise, and direct.

Shoppable Video. It shortens the customer journey by providing them with the option to buy products
straight from the image or video. The feature works by showing a popup button that will take users to
the product page.

1:1 Video. Instead of sending emails or making phone calls, marketers produce a personalized video
message for their customers. This is becoming more popular and efficient since the quality of
smartphones is increasing each year.

Live Video. The real-time streaming of videos is gaining popularity within many businesses. It’s
commonly used for product demos and interviews. But it’s also used for making behind-the-scene shots
and others.

Transcribed Text. Publishing the transcription of a video on a site with the actual video embedded is
good for increasing the ranking. The content can even be turned into an independent entry for a blog; as
long as it’s properly edited.
2. Personalized Advertising

This isn’t a new trend but it’s one that’s sure to grow as days pass by. That’s because there is an
increasing number of methods for learning more about the customers and what they want. This includes
tracking of clicked links, customer behavior, purchase history, survey responses, and more.

If you’re in the customer support sector, your go-to tool in this regard would be anyone from
the customer experience management software solutions.

Decision makers, on the other hand, would prefer the more generalist tools, business intelligence
applications.

Businesses are now trying a more people-based approach. This means that ads will now be geared
towards targeting real people through emails and other registered user data. With more information
available, marketers can provide customers with a better offer that’ll most likely translate into sales.

Targeted marketing isn’t confined to just a single form of advertising. It can be applied to practically any
of them – video, social media, TV, display, and even print advertising. This gives marketers a plethora
of options for making sure that only relevant audiences receive their ads.

Finding out which people to show a particular ad to and the right time to show them is crucial. There are
different approaches when it comes to that. This includes Database Marketing, Search Engine
Advertising (SEA), Geofencing, and display targeting among others.

Database Marketing revolves around the collection of relevant customer data and converting them into
actionable insight. SEA utilizes search engines to provide businesses with opportunities for ranking
higher in organic search results. Geofencing, on the other hand, allows real-time targeting of users based
on their current location. Finally, display targeting provides people with very specific display ads by
taking their interests and used keyword into account.
 Is targeted advertising effective?

✔ 63% of customers feel annoyed when receiving generic advertisement blasts.

✔ 59% of consumers claim that personalization plays a role in their shopping decisions.

✔ 80% will more likely do business companies that offer personalized experiences.

✔ By 2020, 51% of customers expect that businesses will provide them with relevant suggestions
before the communication even begins.

✔ 90% of people think personalization is appealing.

✔ Personalized emails do 3x better than their batch-and-blast counterparts.

✔ 7% of display ads could benefit from dynamic content and personalization.

3. Mobile-First Advertising

Just last year, more than half of the online traffic around the world came from mobile devices. Most
consumers use their phones for a significant portion of shopping, browsing, and entertainment
experience. This resulted in brands making the move to ensure that their services, sites, and
advertisements are mobile-ready.

This has affected almost all the digital advertising trends in the market. For instance, most videos are
now filmed in an upright position to create what’s called a vertical video. That’s because the vertical
format is perfect for mobile viewing. Therefore, smartphone users are more likely to find them
engaging.

Stories, which made Snapchat really big, are also now huge trends in other social media platforms like
Facebook and Instagram. And while they do work on desktop, they’re mostly marketed for mobile
phones. Advertisers took notice of this and also started publishing ads in the story format.

It’s especially true for Instagram stories because they work perfectly for business brands. This is evident
by the fact that 33% of the most viewed Instagram stories are created by brands. And the addition of the
feature that allows advertisement to be placed directly within stories just made it bigger.

Another big use of mobile advertising is through games. A lot of mobile games are created with a format
of being able to purchase resources with real-world money. This provides users with numerous in-game
benefits. However, a popular way to acquire some of those perks without paying is through watching an
ad. This gives brands a good way of promoting their apps or games since this advertisement form has a
high completion rate.
 What are the benefits of mobile marketing?

⬥ Users can respond instantly

⬥ It doesn’t require much content to be engaging

⬥ Data created are easy to track

⬥ It provides information to people in real-time

⬥ The intended audience is easier to target

⬥ Instant transactions thanks to mobile payment

4. Display Advertising

Display Advertising usually refers to visual advertisements using ad banners. It comes in a wide variety
of shapes and sizes. The banners can also be deployed on various channel types such as blogs, video
platforms, apps, social media, etc.

This form of marketing used to be an inefficient spray-and-pray method. Before, the content of a banner
isn’t remotely relevant to users who see them. However, when the targeting options were introduced, it
has become a major player in the field of advertisement.

Just within the last few years, display advertising trends have undergone an impressive array of
innovations. First, it allowed advertisers to target keywords used by consumers. Then, it was able to
catch relevant information regarding the users and their interests. And last but not least, remarketing.

Remarketing means approaching users who already have a visit history on the site, thus there’s some
known information about them. Marketers can then use that information to create custom messages or
content that’ll match the target audiences’ interest. Next step, profit.

Another growing trend in display advertising is the addition of videos in the banners. There are some
supporting data that proves the increase of customer engagement with in-banner videos, compared to
more traditional ones. According to Bannerflow, display ads that have a video embedded in them rake in
an 18.4% higher CTR.

Display advertising trends:

⬥ Dynamic display ads

⬥ In-banner video
⬥ Mobile display ads

⬥ Personalized display ads

5. Print Advertising
First thing first, print advertising isn’t dead. It has silently made its moves in order to innovate so as to
keep up with the digital world. However, the qualities that made it an effective medium – being
trustworthy – never changed.

Think of when you read about the death of a celebrity in a newspaper. The first thing that’ll come to
mind is sadness and sympathy. However, when reading online, the usual first impression is, “another
hoax!” That’s one of the key differences that makes print advertising trends still worth looking into.

The past few years has become a good time for print advertising, it’s like having its own little
renaissance. In fact, according to Statista, print marketing flyers in the U.S. has reached a $15 billion
market value in 2017. And the number is still going up.

The main reason for its recent success is that businesses are realizing the benefits that investing in the
print market provides. A physical mailbox is now more exciting to fill up, as long as they’re not bills.
That’s because our emails are usually filled with junks, spams, and subscription letters.

Another interesting aspect that makes print media still a big thing is the human’s love for tactile
experience. This is now truer than ever since the digital era has begun. The feeling of being able to touch
something provides a comforting feeling that its digital counterpart can’t. Thus, something tangible like
print media is a good way of building connections and credibility to your audience.

Popular Print Advertising Trends of Today

⬥ Customer stories taking the center-page

⬥ Personalized content through the use of subscription data

⬥ More creative use of different types of papers

⬥ Smaller, more focused publications

6. Social Advertising

Social Advertising is the use of Facebook, LinkedIn, Twitter, and other social media platforms for
advertising potentials. There are some benefits to paid social media advertisements. One is the sheer
number of audiences that promotion can reach. Not only that but it’s also the perfect place for building a
network by creating page for the brand.

The options related to social media advertisements have now exploded too. LinkedIn and Facebook
offer a remarketing capability to advertisers. There’s also now an option for sending private and
sponsored messages to targeted customers. The receivers can be grouped through interests,
demographics, or even a custom list.

Facebook is by far the biggest social media platform. That’s why it’s not surprising that advertisers are
continually finding ways to use it as a marketing tool. One effective way of utilizing Facebook is by
placing a short ad within popular or live videos. It has a high completion rate too, partly because most of
them aren’t skippable. We can attribute a big chunk of its success to the videos that focus on
engagement and brand awareness.

Another major highlight of social advertising is through the use of popular social messaging apps.
People spend a lot of time conversing with each other through these tools that marketers decided to
leverage them. Now these apps aren’t just for sending messages and emoji cause it’s also a place to find
advertisements relevant to users.
 What are the pros and cons of social media marketing?

◆ Increased sales

◆ Improved search engine rankings

◆ Increased traffic to websites

◆ Improved marketing opportunities

◆ Needs daily monitoring

◆ Online exposure attracts data leaks, negative feedback, etc.

◆ Needs continuous active management

◆ Requires clear marketing strategy

7. Programmatic Advertising

Programmatic advertising uses AI to automatically buy ads that can target audience more specifically.
This process which involves a lot of automation is faster and more efficient compared to traditional
advertising. This also translates into lower acquisition costs of customers and higher conversion rate.

One of the main factors why companies shift to AI-driven ads is the increase in the number of channels
for reaching customers. It’s getting harder even for a full-fledged advertising team to keep up.
Therefore, programmatic platforms that are capable of using lots of targeting signals for individualizing
advertisements is the perfect solution.
The big difference between traditional and programmatic advertising is that the latter can take place in
real-time. It’s not an approach confined in digital space, however. It can be used for selling and buying
various media types as well. This includes Out-of-Home and display ads.

Programmatic advertising is a combination of big data processing, technical skills, and automation.
That’s why it’s not a hundred percent automated method since it still needs human capital. Regardless,
however, it’s still one of the online advertising trends to keep an eye on.

There’s a series of exciting trends that are transforming programmatic advertising as we know it. It
includes the introduction of blockchain, 5G network, over-the-top models, voice-activated ads, and
more.

Current trends in programmatic advertising

⧫ More targeted programmatic advertising.

⧫ The rise of voice advertising.

⧫Block chain to counter the fraud and transparency issues

⧫ Growth of Programmatic TV

⧫ Programmatic Over-the-top and Connected TV

8. Increase in Ad Spending

As more products, services, and businesses emerge, ad spending wouldn’t dwindle. The rise of new
technologies provides new opportunities for advertisers to explore.  It would continue the trend of
growing each year and this set of advertising statistics supports the conjecture.

Video ad spending will continue to bloat as more consumers are going mobile. More companies would
be adopting non-skippable, six-second, vertical advertisements for their marketing schemes. More
optimized ads together with larger budgets will take advantage of video advertisement’s ever-growing
potential.

Social media and e-commerce solutions are also growing at a frightening rate. Instead of getting
overwhelmed, however, forward-thinking individuals are using the two simultaneously for maximizing
sales opportunities. A fine example of this is Instagram’s shoppable posts. This allows businesses to
connect their store straight from the social media’s “Buy” buttons.

Growing ad spending could indicate an interest in a particular platform. However, it could also mean the
increase in expenses for promoting a brand. While ads provide an increase in ROI, especially when
handled right, an increase in its spending also signals fiercer competition. That’s why it’s advisable to
not rely on a single platform alone for an entire marketing strategy.

Ad Spending Statistics

◆ The spending on video ads is will reach $102.8 billion by 2023

◆ In 2018, marketers spent $30 billion on mobile video ads

◆ Experts predict that U.S. advertisers will purchase $3.8billion in TV ads by 2019

◆ Geo-fencing advertisement will grow to $2.2 billion market value by 2023

◆ 2018 global mobile ad spending amounted to $138.1 billion

◆ US display ad spending is may reach $46.69 billion by 2019

◆ In 2017, spending on print marketing flyers surpassed $15 billion

◆ Global ad spending in 2019 is may surpass last year’s spending with a 4% growth rate
 Types of advertising

Virtually any medium can be used for advertising, Commercial advertising media can include wall
paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and
television adverts, web banners, mobile telephone screens, shopping carts, web pop ups, skywriting, bus
stop benches, human billboards, magazines. newspapers, town criers. sides of buses. banners attached to
or sides of airplanes ("logo jets"), in-flight advertisements on seatback tray tables or overhead storage
bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and
trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets,
shopping cart handles (grabertising), the opening section of streaming audio and video. posters, and the
backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their
message through a medium is advertising.

Television advertising / Music in advertising

The TV commercial is generally considered the most effective mass-market advertising format, as is
reflected by the high prices TV networks charge for commercial airtime during popular TV events. The
annual Super Bowl football game in the United States is known as the most prominent advertising event
on television. The average cost of a single thirty-second TV spot during this game has reached US$3
million (as of 2020). The majority of television commercials features a song or jingle that listeners soon
relate to the product. Virtual advertisements may be inserted into regular television programming
through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace
local billboards that are not relevant to the remote broadcast audience. More controversially. virtual
billboards may be inserted into the Background where none exist in real-life. This technique is
especially used in televised sporting events.
Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The word
"infomercial" combining the words "information & "commercial". The main objective in an infomercial
is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys
the product through the advertised toll-free telephone number or website. Infomercials describe, display,
and often demonstrate products and their features, and commonly have testimonials from consumers and
industry professionals.

A still from T V infomercial Home Shop 18

Radio advertising

Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast
as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is
purchased from a station or network in exchange for airing the commercials. While radio has the
limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage.
Radio is an expanding medium that can be found not only on air. but also online. According to Arbitron,
radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed
purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server.
Examples of online advertising include contextual ads that appear on search engine results pages, banner
ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising
networks and e-mail marketing, including email spam.
Product placements

Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in
entertainment and media. For example, in a film, the main character can use an item or other of a
definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a
phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.
Another example of advertising in film is in I, Robot. where main character played by Will Smith
mentions his Converse shoes several times, calling them "classics." because the film is set far in the
future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos
clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix
Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product
placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James
Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main
transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most
obvious product placement; the whole film stops to show a Coca-Cola billboard.

Product placement in Bollywood movies

Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade
journal. This encompasses everything from media with a very broad readership base, such as a major
national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade
journals on very specialized topics. A form of press advertising is classified advertising, which allows
private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a
product or service. Another form of press advertising is the Display Ad, which is a larger ad (can
includeart) that typically run in an article section of a newspaper,

Volkswagen ad in Times of India newspaper

Billboard advertising

Billboards are large structures located in public places which display advertisements to passing
pedestrians and motorists. Most often, they are located on main roads with a large amount of passing
motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers,
such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated
vehicles built solely for carrying advertisement along routes preselected by clients, they can also be
specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are
often lighted: some being backlit, and others employing spotlights. Some billboard displays are static,
while others change: for example, continuously or periodically rotating among a set of advertisements.
Mobile displays are used for various situations in metropolitan areas throughout the world, including:
Target advertising, one-day, and long-term campaigns, Conventions, Sporting events. Store openings
and similar promotional events, and big advertisements from smaller companies.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in
visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka
POP Point Of Purchase display), eye-catching displays promoting a specific product, and advertisements
in such places as shopping carts and in-store video displays.
 Recent trends in Advertising in India

Besides the above given trends in marketing in India the advertising industry has been shifting to an
entirely new way of promotion. The use of women in advertising was discovered in the early stage of
the development of the industry but in the present scenario the use of children, celebrities and other
inspirational people is a common practice. This may be a costly practice yet a powerful tool for
advertisers to achieve sales success.

On the contrary advertisers are seeking for other cheap way of promoting the products in the market
which will help decrease cost of sales and will help achieve breakeven point earlier. Thus advertising on
internet is gaining huge importance and companies find it as a cheap and easer way to reach people.
Some of the ways discussed above are described in details below.

Use of children in Advertising

The print and electronic media today consist of slickly choreographed, visually appealing and
professionally managed programming that has transformed the current generation of urban youth into a
bunch of mindless consumers. It is therefore important to bring into consideration the types of
programming and its impact on emotional and intellectual growth. The advertising world claim that it
provides every individual with the right to choose and that therefore it is impossible to imagine a world
run away from an important issue. When cynical TV programming meets unscrupulous advertising, life
is grossly simplified, depriving the rebelliousness that characterizes youth - the time set apart in all
civilized cultures for the young to trouble and question the established order of substance. The issue is
therefore not only the impact but also the cause of the impact itself and that is the content of the
advertisement and to whom this content is directed. TV surveys in 1990 revealed that the ad agencies
estimate on the worth of the youth market was 2000 - 2500 cores. Advertisers therefore discovered an
untapped market among the youth and the persuasive power it yielded over the decision makers in the
family. Children could therefore be used to reach the target segment - the Parents. Advertising is based
on the suggestibility of the human mind and tends to exploit this trait, which is especially heightened in
children who do not possess without advertising tends to the power to discriminate and hence believe in
everything they see and hear. Exploiting the ignorance of the masses in this case children and more
specifically upper middle class children, advertising tends to firstly stimulate materialistic desires
creating wrong value where children begin to respect only people with materialistic possessions and
destroy the ability for original thinking where they blindly ape western attitudes - teeny bopper look-
alikes. Secondly, focusing on parental worries especially those of working parents who face the guilt of
not spending enough time with their children, advertising has rise to demanding attitudes among
children. Parents look for ways to appease children and advertising suggests a basket of goodies to cure
the ' you don't love me' syndrome, which is simply emotional blackmail underlined by parental guilt.

Also, children something that their friends have or something better ranging from toys to the family
vehicle. Apart from creating mindless consumers. advertising also runs the risk of influencing values
(gender values, male - female relationships, family ties and their quality, reinforcing stereotypes).
Buying patterns and lifestyles.

Children, teenagers and youth constitute a very important consumer segment for the market. Their
consumption habits are unique and their purchase decisions are based on popular trends, brand image,
use of new technology, flavor of food products, and style. The market also realizes that young
consumers have a propensity to consumer junk food and prefer them over traditional forms of food. This
characteristic is exploited by the market by associating convenience and a brand image with junk food
like colas, pizzas. and fast-food joints. There are three major brands of toothpaste in India, viz. Colgate,
Pepsodent and Close Up. All three of them compete with each other to capture maximum market share.
In order to achieve this, they not only target children as consumers but also feature them in their
advertisements to attract other young consumers. Colgate, for e.g., targets young children in the age
group of 5 to 12 and offers free cartoon booklets along with toothpastes. Pepsodent vies for the same
consumer segment and depicts some children relishing snacks, confectionery and sweets, while others
are scolded by their mothers for having done the same thing. This advertisement makes children believe
that consumers who use Pepsodent are immune to any tooth decay because of the superior quality of the
product. This claim is unauthenticated and attempts to mislead children. Close Up, on the other hand,
does not perceive children as its target audience. Instead, it targets teenagers and the youth. It creates a
brand image of confidence and popularity for young consumers between the age group of 16-30. Its
advertisements constantly feature successful friendships and romances between Close-Up users.
Millions of rupees are spent on advertising a product which costs as little as Rs. 30 and is considered
ordinary by most consumers. From pushing toothpaste on neem sticks to advertising in the Kumbh mela,
the market can go to any extent to boost its sales. After a point. the sales tend to stagnate. This negative
development is offset by constantly repackaging the present product and introducing new products. For
instance, Colgate has a number of brands in the market, like Colgate Total, Colgate Dental Cream,
Cibaca, Colgate Gel and Colgate Herbal. Young consumers are special targets of the junk-food industry.
The market knows that fast food is addictive and once young people get used to having their fat, salts
and sugar rich food, they will become their consumers for life.
 Examples

A digital film directed by Pradeep Sarkar has also been rolled out. It shows a young girl in a shop who
makes her father realise that the best way to show you care is by wearing a mask – just like the pack
itself.

A television commercial of Maggie featuring a mother making Maggie for his son telling him that the
Maggie is good for his health .

Latest ad by Flipkart.com featuring three kids.

The point is that children are not only used in products which are used by the children but now a day's
children are used in almost every ad. Children are used in products which are not made for them. Thus
the rate of use children in India is increasing with an increasing rate.
 Types of online Ads

Though, as seen above, the large majority of online advertising has a cost that is brought about by usage
or interaction of an ad, there are a few other methods of advertising online that only require a onetime
payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay
$1 per pixel of advertising space and their advert would remain on the homepage for as long as the
website exists with no extra costs.

E-mail advertising

Legitimate Email advertising or E-mail marketing is often known as "opt-in e mail advertising" to
distinguish it from spam.

Display advertising

Display advertising appears on web pages in many forms, including web banners. These banners can
consist of static or animated images, as well as interactive media that may include audio and video
elements. Display advertising on the Internet is widely used for branding. This is why metrics like
interaction time are becoming more relevant. This may change in the future as display advertising is
becoming much more targeted to users, much like how search engine ads can be extremely relevant to
users based on what they are searching for. Display advertisers use cookie and browser history to
determine demographics and interests of users and target appropriate ads to those browsers. Banner ad
standards have changed over the years to larger sizes, in part due to increased resolution of standard
monitors and browsers, in part to provide advertisers with more impact for their investment. The
standards continue to evolve. Banner ads can be targeted to internet users in many different ways in
order to reach the advertiser's most relevant audience. Behavioral retargeting, demographic targeting,
geographic targeting, and site based targeting are all common ways in which advertisers choose to target
their banner ads.
 Social Media Marketing
Social media marketing refers to the process of gaining website traffic or attention through social media
sites. Social media marketing programs usually center on efforts to create content that attracts attention
and encourages readers to share it with their social networks. A corporate message spreads from user to
user and presumably resonates because it appears to come from a trusted, third party source, as opposed
to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it
results in earned media rather than paid media. Social media has become a platform that is easily
accessible to anyone with internet access. Increased communication for organizations fosters brand
awareness and often, improved customer service. Additionally, social media serves as a relatively
inexpensive platform for organizations to implement marketing campaigns.

Social media Advertising

Social network advertising is a term that is used to describe a form of Online advertising that focuses on
social networking sites. One of the major benefits of advertising on a social networking site (Facebook,
MySpace, Friendster, Bebo. Orkut...and many others) is that advertisers can take advantage of the user's
demographic information and target their ads appropriately.

Forms of Social Network Advertising

There are three major classifications of Social Network Advertising:

• Direct Advertising that is based on your network of friends - This can be the most effective format but
also causes the most controversy. An example is the Facebook beacon project. Based on an action your
friend has taken. you might see a message in your news feed saying 'Bob has just bought a Radiohead
CD from Music World'. This can be an extremely effective mode as often people make decisions to
purchase something or do something based on their close group of friends. However, there is also a lot
of controversy surrounding this as it can be considered exploiting the personal relationships you have
with your friends and also raises privacy concerns.

• Direct Advertising placed on your social networking site This is a more traditional form of web
advertising that is minimally effective. Just like you see banner ads on many other sites, this is a similar
concept, except on a social networking site. You can see these - for example - as a brick in the top right
of MySpace pages or as a banner on the left of Facebook profiles and so on. There are two differences
however - One is that these social networks can take advantage of demographic data on your profile and
hence target the ad directly to you. Secondly, these types of ads can also be placed by individual
developers on their application pages through ad networks. They have access to the same data and can
generate income for application developers giving them further motivation to create apps and giving
advertisers a more engaging way to reach out to these social networking users.

• Indirect Advertising by creating groups' or 'pages' This is an innovative marketing technique in which a
company will create a 'page' or 'group that users can choose to join. They will use this to build up
'subscribers' or 'fans' and use this to market a contest, a new product, or simply just to increase brand
awareness. These groups can quickly grow in numbers of subscribers which can become a very effective
marketing tool.
 Major sites for Social media Marketing

Twitter

Twitter allows companies to promote products on an individual level. The use of a product can be
explained in short messages that followers are more likely to read. These messages appear on followers'
home pages. Messages can link to the product's website, Facebook profile, photos, videos, etc. This link
provides followers the opportunity to spend more time interacting with the product online. This
interaction can create a loyal connection between product and individual and can also lead to larger
advertising opportunities. Twitter promotes a product in real-time and brings customers in.

Facebook

Facebook profiles are more detailed than Twitter. They allow a product to provide videos, photos, and
longer descriptions. Videos can show when a product can be used as well as how to use it. These also
can include testimonials as other followers can comment on the product pages for others to see.
Facebook can link back to the product's Twitter page as well as send out event reminders. Facebook
promotes a product in real-time and brings customers in. As marketers see more value in social media
marketing, advertisers continue to increase sequential ad spend in social by 25%. Strategies to extend
the reach with Sponsored Stories and acquire new fans with Facebook ads continue to an uptick in spend
across the site. The study attributes 84% of "engagement" or clicks to Likes that link back to Facebook
advertising. Today, brands increase fan counts on average of 9% monthly, increasing their fan base by
two-times the amount annually.

Blogs
Everyday there are more reasons for companies to use blogging platforms to their social media
repertoire. Platforms like LinkedIn create an environment for companies and clients to connect online.
Companies that recognize the need for information, originality and accessibility employ blogs to make
their products popular and unique, and ultimately reach out to consumers who are privy to social media.
Blogs allow a product or company to provide longer descriptions of products or services. The longer
description can include reasoning and uses. It can include testimonials and can link to and from
Facebook, Twitter and many social network and blog pages. Blogs can be updated frequently and are
promotional techniques for keeping customers. Other promotional uses are acquiring followers and
subscribers and direct them to your social network pages. In a similar fashion, online communities
benefit businesses because they enable them to reach the clients of other businesses using the platform.
These online environments can be accessed by virtually anyone; therefore consumers are invited to be a
part of the creative process. To allow firms to measure their standing in the corporate world. Glass door
is a site where employees can place evaluations of their companies. Some businesses opt out of
integrating social media platforms into their traditional marketing regimen because their employees
dislike such isolated online environments. There are also specific corporate standards that apply when
interacting online. Other corporations fear that the general public has too much power over how their
marketing is perceived, due to the accessibility of Internet-retrieved information. To ensure having the
advantage in a business consumer relationship, businesses have to be aware of four key assets that
consumers maintain: information, involvement, community, and control.

LinkedIn
LinkedIn, being a professional business-related networking site, allows companies to create professional
profiles for themselves as well as their business to network and meet others. Through the use of widgets,
members can promote their various social networking activities, such as Twitter stream or blog entries
of their product pages, onto their LinkedIn profile page.[17] LinkedIn provides its members the
opportunity to generate sales leads and business partners. [18] Members can use "Company Pages"
similar to Facebook pages to create an area that will allow business owners to promote their products or
services and able to interact with their customers.

Yelp

Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by
location, similar to Yellow Pages. The website is operational in seven different countries, including the
United States and Canada. Business account holders are allowed to create, share, and edit business
profiles. They may post information such as the business location, contact information. pictures, and
service information. The website further allows individuals to write, post reviews about businesses and
rate them on a five point scale. Messaging and talk features are further made available for general
members of the website, serving to guide thoughts and opinions.

YouTube
YouTube is another popular avenue: advertisements are done in a way to suit the target audience. The
type of language used in the commercials and the ideas used to promote the product reflect the
audience's style and taste. Also, the ads on this platform are usually in sync with the content of the video
requested: this is another advantage YouTube brings for advertisers. Certain ads are presented with
certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also
possible on YouTube, for example, a user who searches for a YouTube video on dog training may be
presented with a sponsored video from a dog toy company in results along with other videos.

Some Indian examples of social media advertising:

Vodafone 's zoo zoo advertisement is a very successful campaign by Vodafone India.
 The official fan page of ford motor company USA on Facebook.

Hrithik Roshan promoting emerging artists and web series on his Instagram.
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem.

It may be understood as a science of study how research is done
scientifically. In it we study the various steps that are generally adopted by
the researcher in studying his research problem along with the logic behind
them.

Achieving accuracy in any research requires a deep study regarding the

subject. The research methodology adopted is basically
based on primary data via which the most recent and accurate piece of first
hand information could be collected. Secondary data has been used to
support primary data wherever needed.

Primary data was collected using the following techniques

 Questionnaire Method
 Direct Interview Method and
 Observation Method

The main tool used was, the questionnaire method. Further direct interview
method, where a face-to-face formal interview was taken. Lastly observation
method has been continuous with the questionnaire method, as one
continuously observes the surrounding environment he works in.
 STATEMENT OF PROBLEM

❖ To study the impact of advertisement on Buyer.

❖ To analyze the behavioral factors of consumers on choosing a particular brand
after seeing advertisement.
❖ To study the consumer’s opinion regarding advertisement.
❖ To study the consumer preference and consumer perception about advertisement
industry.
 TYPES OF RESEARCH

Methods General Classification of Types of Research

Types of research methods can be broadly divided into two quantitative and qualitative categories.

Quantitative research “describes, infers, and resolves problems using numbers. Emphasis is placed
on the collection of numerical data, the summary of those data and the drawing of inferences from
the data” Qualitative research, on the other hand, is based on words, feelings, emotions, sounds
and other non-numerical and unquantifiable elements. It has been noted that “information is
considered qualitative in nature if it cannot be analyzed by means of mathematical techniques. This
characteristic may also mean that an incident does not take place often enough to allow reliable data
to be collected”

Types of Research Methods According to Nature of the Study

Types of the research methods according to the nature of research can be divided into two groups:
descriptive and analytical. Descriptiveresearch usually involves surveys and studies that aim to
identify the facts. In other words, descriptive research mainly deals with the “description of the state
of affairs as it is at present”, and there is no control over variables in descriptive research.

Analytical research, on the other hand, is fundamentally different in a way that “the researcher has
to use facts or information already available and analyze these in order to make a critical evaluation
of the material”

Types of Research Methods According to the Purpose of the Study

According to the purpose of the study, types of research methods can be divided into two
categories: applied research and fundamental research. Applied research is also referred to as an
action research, and the fundamental research is sometimes called basic or pure research.
 SAMPLE SIZE AND SAMPLING METHOD

SAMPLE SIZE: - 100PEOPLE

SAMPLING METHOD:-

NEED OF STUDY
Study will point out aboutlatest trend in advertising.

SCOPE OF THE STUDY

The study aims to measurelatest trend in advertising. The area within which the study was conducted

regarding the information the primary data is collected in the form of questionnaire collected from

the customer in Varanasi district. The research measures the preference and perception of

customers. Defines and analyses the preference and perception based on key deliverables.
 DATACOLLECTIONMETHOD AND TOOL

Fieldprocedureforgatheringprimarydataincludedobservationandinterviewsche
duleinwhichthequestionnaireswerefiledbytheinterviewer.
Personalinterviewsthroughselfadministeredsurveywasdonetocollectthedata,m
arketresearchwasundertaken,thatwasaccomplishedbyperformingvariousactivit
iesdesigned.

INSTRUMENT:

QUESTIONNAIRE

THEQUESTIONNAIREWASFORMULATEDBYKEEPINMINDTHEF
OLLOWINGPOINTS:-

 Givingtherespondentsclearcomprehensionofthequestion.

 Inducingtherespondentstoco-operate.

 Givinginstructionsastowhatisneeded.

 Identifyingtheneedstobeknown
RESEARCH

THERETWOTYPEOFMETHODOFDATACOLLECTION.

 PRIMARYDATA
 SECONDARYDATA

Datausedfortheresearchworkwasprimary and secondaryinnature.

 PRIMARYDATA:

Primarydataisthatwhichisthecollectedforthefirsttimeandthushappent
obeoriginatedincharacter.

 QUESTIONNAIRESURVEY:

Inthestudiesaquestionnaireisprepared.Thequestionnaireconsistsof14
questions.

 SECONDARYDATA:

Secondarydatarefertothedatathathasbeenalreadycollected.
Thesecondarydata,whichhasbeenusedtocarryoutthisstudy,areasfollow:

 BOOKS,JOURNALS,MAGAZINES,NEWSPAPERS
 INDUSTRYREPORTS
 COMPANY’SINTERNETSITE

 OTHERRELEVANTSTUDIESMATERIALANDWEBSITE.
 LIMITATION

The study is confident to Varanasi only. There is possibility of sampling errors in the study the
response of the consumers may not genuine the question included in the questionnaire May not
comprehensive continuous and reliable information was not available. Some of information was
confidential so much information was not revealed. The time span of survey was short and hence
only major aspects were considered availability of the respondent’s amide the busy schedule did
not permit detailed study.
This study will be limited it done in Varanasi on behalf of professional approach since researcher
is student the sample size is 100 the sample may be truly representative of the
Varanasipopulation
 DATA
INTERPRETATION
Q.1
Q.2
Q.3
Q.4
Q.5
Q.6
Q.7
Q.8
Q.9
Q.10
FINDING
CONCLUSION
 SUGGESTION

BIBILOGRAGHY