Impact of Radio Advertisements on Buying Behavoiur of Customer
MEDI-CAPS INSTITUTE OF TECHNOLOGY AND MANAGEMENT
(Affiliated to D.A.V.V, Indore)
SYNOPSIS OF MAJOR RESEARCH PROJECT
“THE IMPACT OF RADIO ADVERTISEMENTS ON BUYING BEHAVIOUR OF URBAN CUSTOMERS”
GUIDED BY : SUBMITTED BY:
Dr. DEEPAK TALWAR VISHAL CHAWLA [PhD, Assistant Professor] MITM MBA III-SEM, MITM CONTENTS
1. TITLE 2. INTRODUCTION 3. CONCEPTUAL FRAME WORK 4. REVIEW OF LITRETURE 5. RESEARCH METHODOLOGY 6. LIMITATIONS OF STUDY 7. BIBLIOGRAPHY.
INTRODUCTION
This study aims to analyze the impact of radio advertisements on urban customer towards buying behavior in retail stores and attempts to determine the role of radio advertising on broadcasting of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on descriptive investigation.
ADVERTISEMENT - The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought. The non personal component means that advertising involves mass media (e.g. radio, magazines, newspapers etc.). Advertising is non-personal as it is not directed to any single individual. Secondly, the sponsor i.e. the manufacturer or producer is identified as his name and address is always contained in an advertisement and he also bears all the cost involved in the process. Thirdly, the producer can also promote an idea regarding quality, design, packing and pricing, etc.
(Affiliated to D.A.V.V, Indore)
SYNOPSIS OF MAJOR RESEARCH PROJECT
“THE IMPACT OF RADIO ADVERTISEMENTS ON BUYING BEHAVIOUR OF URBAN CUSTOMERS”
GUIDED BY : SUBMITTED BY:
Dr. DEEPAK TALWAR VISHAL CHAWLA [PhD, Assistant Professor] MITM MBA III-SEM, MITM CONTENTS
1. TITLE 2. INTRODUCTION 3. CONCEPTUAL FRAME WORK 4. REVIEW OF LITRETURE 5. RESEARCH METHODOLOGY 6. LIMITATIONS OF STUDY 7. BIBLIOGRAPHY.
INTRODUCTION
This study aims to analyze the impact of radio advertisements on urban customer towards buying behavior in retail stores and attempts to determine the role of radio advertising on broadcasting of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on descriptive investigation.
ADVERTISEMENT - The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought. The non personal component means that advertising involves mass media (e.g. radio, magazines, newspapers etc.). Advertising is non-personal as it is not directed to any single individual. Secondly, the sponsor i.e. the manufacturer or producer is identified as his name and address is always contained in an advertisement and he also bears all the cost involved in the process. Thirdly, the producer can also promote an idea regarding quality, design, packing and pricing, etc.
Bibliography: * Research Methodology - C.R.Kothari, second edition, Wishwa prakashan. * Principles of Advertising – Monle Lee & Carla Johnson, Viva books pvt. Ltd. * Effectivity of Radio Advertisement- Liezel Campbell. WEBLIOGRAPHY * http://www.helium.com/items/566995-how-to-measure-the-impact-of-radio-advertising-campaigns(Retrieved on 14.03.12). * http://sibresearch.org/uploads/2/7/9/9/2799227/rajagopal_wp-04-2010( Retrieved on 13.03.12) * http://www.emeraldinsight.com/journals.htm?issn=0959-0552&volume=39&issue=7&articleid=1931055&show=html(Retrieved n 14.03.12). * http://books.google.co.in/books?id=TQpFnkku2poC&pg=PA3&lpg (Retrieved on 14.03.12)