Comparative Study of Various Mediums of Advertising

Topics: Advertising, Marketing, Target market Pages: 82 (18849 words) Published: January 25, 2013
A Dissertation Report On

Comparative study of effectiveness of various Advertising Mediums of Advertising

Dissertation report Submitted by:
Shefali Walia
Enroll no. – A0102208058

Submitted to:-
Ms. Varsha Khattri
(Project Mentor)




I, hereby declare that this project report is the record of authentic work carried out by me during the 4th Semester of MBA and has not been submitted to any other University or Institute for the award of any degree / diploma etc.

Shefali Walia
Univ Roll No. A0102208058



The forgoing project, entitled “Comparative analysis of effectiveness of different mediums of Advertsing” carried out by the student named Shefali Walia. It is hereby approved as a creditable study of an MBA subject carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite to the degree for which it has been submitted. It is understood by this approval that the undersigned do not endorse or approve any statement made, opinion expressed, or conclusion drawn therein, but approve the project only for the purpose for which it was submitted. The project is submitted for the partial fulfilment for the summer training in MBA Marketing & Sales for the academic year 2009-2010.

( Ms. Varsha Khattri )
Project Mentor

|Index |Page No. | |Acknowledgement |6 | |Chapter 1 Introduction |7-9 | |Chapter 2 Literature Review |10-23 | |2.1 Advertising |10-11 | |2.2 The Advertising Campaign |11-13 | |2.3 Need for reviewing advertising performance |13-14 | |2.4 Information flow from advertiser to consumer |14-17 | |2.5 Generalizations about advertising effectiveness in market |18-22 | |2.6 References |23 | |Chapter 3 Introduction to Different mediums of advertising |24-33 | |3.1 Television Advertising |24-25 | |3.2 Newspaper Advertising |25-26 | |3.3 Magazine Advertising |26-27 | |3.4 Cinema Advertising |27- 28 | |3.5 Radio Advertising...

References: • The Role of PR, Jönköping June 2005
• Elizabeth Marting, New Products, New Profits (New York: American Management Association, 1964)
• Roger H. Bolin, cited in Russel H. Colley, Defining Advertising Goals for Measured Advertising Results (New York: Association of National Advertisers, 1961), Foreword.)
• Journal of Marketing
Cinema attendance worldwide has increased rapidly in recent years and this growth inttendance has seen a parallel increase in the utilization of cinema as an advertising medium (Val Morgan Cinema Advertising, personal communication 1996).
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