LIST OF CONTENTS

CHAPTER TITLE PAGE

NO NO
LIST OF TABLES

LIST OF CHARTS

1 INTRODUCTION

2 REVIEW OF LITERATURE

3 THEORETICAL FRAMEWORK OF THE

STUDY
4 DATA ANALYSIS AND
INTERPRETATION OF THE STUDY
5 FINDINGS , SUGGESTIONS AND
CONCLUSIONS
6 BIBLIOGRAPHY

7 APPENDIX
 LIST OF TABLES

SL NO TITLE PAGE NO
4.1 Gender classification

4.2 Age level of classification

4.3 Classification on being a Football fan

4.4 Regularity of stadium visit

4.5 Classification on advertisement observance

4.6 Influence of advertisement on purchase

decision
4.7 Purchase made after learning about a brand
from the stadium
4.8 Respondent had thought of buying from the
advertisers after seeing the ad
4.9 Most striked type of advertisement

4.10 Observance of advertisement on the jerseys of

players
4.11 Observance of advertisements on water
bottles
4.12 Observance of advertisements in the
announcements
4.13 Effectiveness ads in LED VS Banners

4.14 Football stadium serves great opportunities

for advertisers
4.15 Opinion on effectiveness of ads in the
koyappa football stadium
4.16 Opinion on placing an advertisement in the
scoreboard of the matches
 LIST OF FIGURES

FIGURE NO CONTENT PAGE NO

4.1 Gender classification

4.2 Age level of classification

4.3 Classification on being a Football fan

4.4 Regularity of stadium visit

4.5 Classification on advertisement

observance
4.6 Influence of advertisement on purchase
decision
4.7 Purchase made after learning about a
brand from the stadium
4.8 Respondent had thought of buying from
the advertisers after seeing the ad
4.9 Most striked type of advertisement

4.10 Observance of advertisement on the

jerseys of players
4.11 Observance of advertisements on water
bottles
4.12 Observance of advertisements in the
announcements
4.13 Effectiveness ads in LED VS Banners
4.14 Football stadium serves great
opportunities for advertisers
4.15 Opinion on effectiveness of ads in the
koyappa football stadium
4.16 Opinion on placing an advertisement in
the scoreboard of the matches
CHAPTER 1
INTRODUCTION
INTRODUCTION

“Stopping advertising to save money is like stopping your watch to save time.”

- HENRY FORD

An advertisement, otherwise known as an advert or ad, is generally considered a public communication

that promotes a product, service, brand or event. To some the definition can be even broader than that,
extending to any paid communication designed to inform or influence. Advertising is a marketing tactic
involving paying for space to promote a product, service, or cause. The actual promotional messages are
called advertisements, or ads for short. The goal of advertising is to reach people most likely to be willing
to pay for a company's products or services and entice them to buy.

Advertising is any paid promotion of a product, service or idea meant to influence one or more people. It
can take place on several mediums, such as print, radio, television and digital media. The main goal of
advertising is to persuade someone to buy a project or perform an action. Advertising's main goal is to
increase the number of people who buy your product. You can achieve this by using advertisements to
persuade customers that your product is high-quality, useful or desirable. An effective advertisement can
convince customers to purchase your product, which may dramatically improve your overall sales. When
your company introduces a new product or service, you can create an ad to inform your customers about
it. This allows you to show the new product to a large number of people and create an interest for the
release. Telling a larger amount of people about your product release may increase the number of people
who want to buy it. Advertisements can increase familiarity and trust between a company and its
customers. If a potential customer sees multiple ads about your product, they may consider you a trusted
brand. You can also use advertising to address any concerns, which further builds trust between your
company and your customers.

Koyappa football Tournament, founded in 1978 by Lightning Arts & Sports Club is a prestigious
domestic tournament in Kerala with its legacy spanning 45 years. The Koyappa sevens football
tournament is one of the most popular football tournaments in Kerala popularly known as the ‘sevens
world cup’. 24 teams around Kerala compete for the title every year. Koyappa football tournament is
conducted at the Koduvally municipality stadium every year. Koyappa organizing committee
‘LIGHTNING SPORTS CLUB’ expects an attendance of ten thousand on average per match. local people
from different districts gather at the stadium around 8pm every single day just to witness the magic.
Koyappa football tournament is a great stage for advertisements since there is an audience of ten thousand
people every single day ranging from kids to teenagers to adults to old age people. Several companies
display their advertisements in the stadiums in the form of visual ads on the screen , flexes around the
stadiums , frequent announcements, logos in the posters , videos etc. The Title sponsorship and co
sponsorships of the tournament is given out in auctions.

STATEMENT OF THE PROBLEM

Advertisements have a major role in the growth of a business in the modern market. advertising plays a
very important role in customers' lives. Customers are the people who buy the product only after they are
made aware of the products available in the market. Led walls, billboards in the stadiums are a great way
to market your company or your product . Here is an attempt to find out the effectiveness of various
advertisements displayed in the stadium during the Koyappa football tournament held at Koduvally.

OBJECTIVES OF THE STUDY

1. To find out brand awareness of the advertisers among the viewers after the Koyappa Football
Tournament 2023.

2. To study the influence of advertisement in the stadium in purchase making decisions.

3. To figure out which way of advertising is more effective in the stadium.

4. To study the possibilities of advertising in the football arenas.

SCOPE OF THE STUDY

This study entitled as “effectiveness of advertisement placed in the stadium during Koyappa football
tournament 2023” Will help to understand Effectiveness of advertisement place in the football
tournament as well as the influence of advertisement in the stadiums in purchase making decision and also
will figure out which way of advertising is more effective in the stadiums.

RESEARCH METHODOLOGY
Research refers to the organized method consisting of Enunciating the problem, collecting facts, critical
analysis of facts and arriving at the conclusions. The first step in formulating a research problem is
identifying a General subject area for the study. Starting with a General subject helps to provide a
beginning focus for the study. research frequently begins this way with a curiosity about some
Phenomenon, problem or theory. The search for knowledge does not always begin with a clearly defined
research problem or explicit hypothesis. Often research is undertaken because the investigator is curious
about it, interested in it or perplexed by something. Evaluation can be effective only if the researcher is
clear about what to evaluate and for purpose or with what aim in what time.This view This view and
desires of the people have the tendency to undergo change with growing age, knowledge and change in
surroundings .

RESEARCH DESIGN

In this study, descriptive research design was used to describe the characteristics of the project and
respondents involved in the study.

POPULATION OF THE STUDY

Population comprises spectators of the Koyappa Football Tournament.

SAMPLE SIZE

The study is conducted on the basis of 60 selected samples of spectators of the Koyappa Football
Tournament.
SAMPLING METHOD

In this study a convenience sampling method was used for selecting respondents. In this method of
sampling ,samples were selected based on the convenience of both researcher and respondent.

SOURCE OF DATA

The study makes use of both primary and secondary data to collect information to satisfy research
objectives. The data required for the study is primary in nature which is collected through a
 structured questionnaire from the selected respondents and secondary data for the study is
collected from various available websites, journals and research publications.

TECHNIQUES OF DATA COLLECTION

The data is collected by using structured questionnaires from the selected respondents.

TOOLS USED FOR DATA ANALYSIS

❖ Percentage method
❖ Represented by pie charts and bar diagrams.

PERIOD OF STUDY
Period of study is 30 days

LIMITATION OF THE STUDY

❖ Sample size was limited to 60 only

❖ Some respondents were not ready to share much time
❖ Some of the replies of the respondents may be biased.
 CHAPTER 2
REVIEW OF LITERATURE
REVIEW OF LITERATURE
 CHAPTER 4
DATA ANALYSIS
 GENDER CLASSIFICATION

TABLE 4.1
SL NO PARTICULARS NO OF PERCENTAGE OF
RESPONDENT TOTAL

1 MALE 54 90%

2 FEMALE 6 10%

3 OTHERS 0 0%

TOTAL 60 100%

Source :primary Data

FIGURE 4.1

GENDER CLASSIFICATION

INTERPRETATION

It is found from table 4.1 that 90% of the respondents are male .10% of respondents are females and no
other categories.
 AGE LEVEL OF CLASSIFICATION

TABLE 4.2
SL NO PARTICULARS NO OF PERCENTAGE
RESPONDENT OF TOTAL

1 15-20 21 35%

2 21-25 24 40%

3 26-30 7 11.7%

4 31-35 6 10%

5 36-40 1 1.65%

6 ABOVE 40 1 1.65%

TOTAL 60 100%
Source : primary data

FIGURE 4.2
AGE LEVEL OF CLASSIFICATION

INTERPRETATION

It is found from table 4.2 that 40% of the spectators are from the age group of 21-30.
35% of the spectators are from the age group of 15-20.
11.7% of the spectators are from the age group of 26-30.
10% of spectators are from the age group of 31-35 .
1.65% of spectators are from the age group of 36-40 and 40 above respectively.
 CLASSIFICATION ON BEING A FOOTBALL FAN

TABLE 4.3
SL NO PARTICULARS NUMBER OF PERCENTAGE OF
RESPONDENT TOTAL

1 YES 56 93.3%

2 NO 22 3.35%

3 PARTIALLY 2 3.35%

TOTAL 60 100%

FIGURE 4.3

CLASSIFICATION ON BEING A FOOTBALL FAN

INTERPRETATION

It was found from the 4.3 that 93.3% of the respondents are football fans were as 3.35% respondents are
not football fans and 3.35% of respondents are partially football fans.
 REGULARITY OF STADIUM VISIT

TABLE 4.4
SL NO PARTICULARS NO OF PERCENTAGE OF
RESPONDENTS TOTAL

1 ALWAYS 36 60%

2 SOMETIMES 22 36.7%

3 NEVER 2 3.3%

TOTAL 60 100%

FIGURE 4.4

REGULARITY OF STADIUM VISIT

INTERPRETATION

It was found from table 4.4 that 60 % of the respondents always visited the stadium.36.7% of the
respondents sometimes visited the stadium and 3.3 % of the respondents never visited the stadium.
 CLASSIFICATION ON ADVERTISEMENT OBSERVANCE

TABLE 4.5
SL NO PARTICULARS NO OF PERCENTAGE OF
RESPONDENTS TOTAL

1 YES 52 86.6%

2 NO 4 6.7%

3 MAYBE 4 6.7%

TOTAL 60 100%

FIGURE 4.5

ADVERTISEMENT OBSERVANCE

INTERPRETATION

It is found from table 4.5 that 86% of the respondents have noticed advertisements placed in the stadiums
were as 6.7% of the respondents never noticed the advertisements and 6.7% have possibly seen the
advertisements placed in the Koyappa Football Stadium.
 INFLUENCE OF ADVERTISEMENTS ON PURCHASE DECISION

TABLE 4.6
SL NO PARTICULAR NO OF TOTAL
RESPONDENTS PERCENTAGE

1 YES 22 51.7%

2 NO 7 11.7%

3 MAYBE 31 51.7%

TOTAL 60 100%

FIGURE 4.6
INFLUENCE OF ADVERTISEMENT OF PURCHASE DECISION

INTERPRETATION

It is found from table 4.6 that 51.7% of the respondents' purchase decision possibly gets influenced by
advertisements in the stadium. 36.7% of respondents' purchase was surely influenced by the ads and
11.7% of respondents' purchase decision was not influenced by the ads in the stadium.
 PURCHASE MADE AFTER LEARNING ABOUT A BRAND FROM THE STADIUM

TABLE 4.7
SL NO PARTICULAR NO OF PERCENTAGE OF
RESPONDENT TOTAL

1 YES 17 28.3%

2 NO 33 55%

3 MAYBE 10 16.7%

TOTAL 60 100%

FIGURE 4.7

PURCHASE MADE AFTER LEARNING ABOUT A BRAND FROM THE STADIUM

INTERPRETATION

It is found from table 4.7 that 55% of the respondents never made a purchase after learning about a brand
from the stadium .28.3% of the respondents actually made a purchase after learning about a brand from
the stadium and 16.7% of the population were not sure about the purchase they made.
 RESPONDENTS HAD THOUGHT OF BUYING FROM THE ADVERTISERS AFTER SEEING
THE ADVERTISEMENT

TABLE 4.8
SL NO PARTICULAR NO OF PERCENTAGE OF
RESPONDENT TOTAL

1 STRONGLY 1 1.7
DISAGREE

2 DISAGREE 9 15%

3 NEUTRAL 31 51.7

4 AGREE 18 30%

5 STRONGLY AGREE 1 1.7%

TOTAL 60 100%

FIGURE 4.8

RESPONDENTS HAD THOUGHT OF BUYING FROM THE ADVERTISERS AFTER SEEING

THE ADVERTISEMENTS

INTERPRETATION

It was found from table 4.8 that 51.7% of the respondents had neutral opinion on the given statement.30%
of the respondents agreed to the given statement.15% of the respondents disagreed on the statement. 1.7%
of respondents strongly agreed as well as strongly disagreed on the statement.
 MOST STRIKED TYPE OF ADVERTISEMENT

TABLE 4.9
SL NO TYPE OF AD NO OF PERCENTAGE OF
RESPONDENTS TOTAL

1 VISUAL AD 25 41.7%

2 BANNERS 21 35%

3 ANNOUNCEMENTS 12 20%

4 ADs ON JERSEY 1 1.7%

5 ADs ON WATER 1 1.7

BOTTLES

TOTAL 60 100%

FIGURE 4.9

MOST STRIKED TYPE OF ADVERTISEMENT

INTERPRETATION

It is found from table 4.9 that 41.7% of respondents’ most striked ad was visual ads in the LED screen.
35% of respondents’ were banners placed in the stadium. for 20% of respondents it was announcements.
1.7% of respondents' most striked type of ad was ads on jerseys and water bottles.
 OBSERVANCE OF ADVERTISEMENT ON THE JERSEYS OF PLAYERS

TABLE 4.10
SL NO PARTICULAR NO OF PERCENTAGE OF
RESPONDENT TOTAL

1 YES 40 66.7%

2 NO 12 13.3%

3 MAYBE 8 20%

TOTAL 60 100%

FIGURE 4.10

INTERPRETATION

It is found from table 4.10 that 66.7% of the respondents were aware of the advertisements seen on the
jerseys on players. 20 % of the respondents responded maybe and 13.3% of the respondents never saw
ads on the jerseys of players.
 OBSERVANCE OF ADVERTISEMENTS ON THE WATER BOTTLES

TABLE 4.11
SL NO PARTICULARS NO OF PERCENTAGE OF
RESPONDENTS TOTAL

1 YES 36 60%

2 NO 17 28.3%

3 MAYBE 7 11.7%

TOTAL 60 100%

FIGURE 4.11

INTERPRETATION

It is found from table 4.11 that 60% of the respondents were aware of the ads seen on the water bottles.
28% of the respondents never saw the ads on water bottles.11.7% of the respondents responded maybe .
 OBSERVATIONS OF ADVERTISEMENTS IN THE ANNOUNCEMENTS

TABLE 4.12
SL NO PARTICULARS NO OF PERCENTAGE OF
RESPONDENTS TOTAL

1 YES 48 80%

2 NO 5 8.3%

3 MAYBE 7 11.7%

TOTAL 60 100%

FIGURE 4.12

INTERPRETATION

It was found from table 4.12 that 80% of the respondents were familiar with the Ads incorporated in the
announcements. 11.7% of the respondents possibly knew about ads in the announcements. 8.3% of
respondents never noticed ads in the form of announcements.
 EFFECTIVENESS OF ADS IN LED SCREEN VS BANNERS

TABLE 4.13
SL NO PARTICULAR NO OF PERCENTAGE OF
RESPONDENTS TOTAL

1 STRONGLY 4 6.7%
DISAGREE

2 DISAGREE 6 10%

3 NEUTRAL 17 28.3%

4 AGREE 28 46.7%

5 STRONGLY AGREE 5 8.3%

TOTAL 60 100%

FIGURE 4.13

INTERPRETATION

It is found from table 4.13 that 46.7% of the respondents agreed on the statement “visual ads in the LED
screen are more effective than banners in the stadium”. 28.3% of the respondents were
neutral.10%disagreed on the statement .8.3%of respondents strongly agreed on the statement.6.7% of
respondents strongly disagreed on the statement.
 OPINION ON THE STATEMENT : FOOTBALL STADIUMS SERVES GREAT
OPPORTUNITIES FOR ADVERTISEMENTS

TABLE 4.14
SL NO PARTICULAR NO OF PERCENTAGE OF
RESPONDENTS TOTAL

1 STRONGLY 2 3.3%
DISAGREE

2 DISAGREE 3 5%

3 NEUTRAL 7 11.7%

4 AGREE 36 60%

5 STRONGLY AGREE 12 20%

TOTAL 60 100%

FIGURE 4.14

INTERPRETATION

It was found from table 4.14 that 60% of the respondents agreed on the statement “ football stadiums
serve great opportunities for advertisements”.20% of the Respondents strongly agreed on the statement.
11.7% of the respondents were neutral on the statement. 5%Of the respondents disagreed on the
statement.3.3% Of the respondents strongly disagreed on the statement.
 OPINION ON EFFECTIVENESS OF ADS IN THE KOYAPPA FOOTBALL STADIUM

TABLE 4.15
SL NO PARTICULAR NO OF PERCENTAGE OF
RESPONDENTS TOTAL

1 YES 43 71.7%

2 NO 3 5%

3 MAYBE 14 23.3%

TOTAL 60 100%

FIGURE 4.15

INTERPRETATION

It is found from table 4.15 that 71.7% of the respondents think Koyappa football stadium is a great stage
for advertisements.23% of the respondents gave a maybe response and 5% of the respondents thinks there
is no point in placing advertisements in the koyappa football stadium.
 OPINION ON PLACING AN ADVERTISEMENT IN SCOREBOARD OF THE MATCH

TABLE 4.16
SL NO PARTICULAR NO OF PERCENTAGE OF
RESPONDENTS TOTAL

1 YES 42 70%

2 NO 10 16.7%

3 MAYBE 8 13.3%

TOTAL 60 100%

FIGURE 4.16

INTERPRETATION

It's found from table 4.16 that 70% of the respondents think that placing an advertisement in the
scoreboard of the match will be effective. 16.7% of respondents partially agreed on this. 13.3% of
respondents think that there is no point in placing an advertisement in the scorecard of matches.
 CHAPTER 5

FINDINGS , SUGGESTIONS AND CONCLUSIONS

FINDINGS

The major findings of the study are given below :

● Majority of the respondents are male.

● Majority of the respondent’s age category is between 21-25.

● Majority of the respondents were football fans.

● Most of the respondents always visited the Koyappa Football

stadium.

● Most of the respondents were aware of the advertisements

displayed in the stadium.

● Most of the respondent’s purchase decisions are neither partially

nor fully affected by the advertisements.

● Majority of respondents never made a purchase from the

advertisers after learning about them from the stadium.

● Majority of the respondents had a neutral opinion about having a

thought of buying from the advertiser after seeing an advertisement
from the stadium.

● Most of the respondent’s most striked type of ad was visual ad

played in the led screen.

● Majority of the respondents were aware of the ads displayed on

jerseys of the players.
 ● Majority of the respondents were aware of the ads displayed on the
water bottles sold at the stadium.

● Majority of the respondents were aware of ads in the

announcements.

● Most of the respondents admitted that ads played on the LED

screen had a greater impact than banners placed in the stadium.

● Most of the respondents agreed that football stadiums in general

serve a great opportunity in advertising.

● Majority of the respondents agreed that placing advertisements in

the koyappa football stadium was effective.

● Majority of the respondents agreed that placing an advertisement

on the scoreboard will be effective.

● Every single respondent knew the title sponsor and cosponsor of

the tournament.

SUGGESTIONS