A STUDY ON RESPONSE OF READERS TOWARDS NEWSPAPER ADVERTISEMENT WITH SPECIAL REFERENCE TO MALAYALA MANORAMA, CALICUT

A STUDY ON
RESPONSE OF READERS TOWARDS NEWSPAPER
ADVERTISEMENT WITH SPECIAL REFERENCE TO
MALAYALA MANORAMA, CALICUT
PROJECT REPORT
Submitted to
UNIVERSITY OF CALICUT
In partial
fulfilment of the requirement for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by
AMAL JAMES
Under the guidance of
Mr. JOSEPH PV
(Assistant Professor, Farook Institute of Management Studies, Calicut)
2017 – 2019
FAROOK INSTITUTE OF MANAGEMENT STUDIES
FAROOK COLLEGE (PO), KOZHIKODE – 673632

DECLARATION
I, AMAL JAMES, hereby declare that this project report titled “A STUDY ON
RESPONSE OF READERS TOWARDS NEWSPAPER ADVERTISEMENT
WITH SPECIAL REFERENCE TO MALAYALA MANORAMA, CALICUT”
is the bonafide work carried out by me, under the guidance of Mr. Joseph PV, Asst.
Professor, Farook institute of Management studies, Calicut, towards the partial
fulfilment of the requirement for the award of degree of Master of Business
Administration.
I further declare that this project has not been submitted to any other university or
institution for the award of any degree or diploma.
Place: Calicut AMAL JAMES
Date :

ACKNOWLEDGEMENT
First of all, let me thank “The Load Almighty” who is the guide line force behind me, all the
while throughout the project.
I am greatly thankful to Dr. Saji Kuriakose (Director, FIMS), for providing me with all the
required support for completing the project.
I deeply indebted to Mr. Joseph P.V (Assistant Professor, FIMS), my project guide for all his
valuable guidance and support that he has extended during the entire period of this study.
My special thanks to the Management of Malayala Manorama for permitting me to do my
project. I extend my sincere thanks to my company guide Mr. TK Gangadharan (Senior General
Manager) who supported me during my project tenure.
I am grateful to all the facility members and staff of Farook Institute of Management Studies,
parents, family members and friends who directly and indirectly helped me in doing this study.
Amal James

CONTENTS
Chapter 1 Introduction 01 - 31
1.1 Industrial Profile 03
1.2 Company Profile 10
1.3 Statement of Problem 21
1.4 Objectives of the Study 22
1.5 Scope of the Study 23
1.6 Limitation of the Study 24
1.7 Research Methodology 25
1.8 Conclusion 31
Chapter 2 Review of Literature / Theoretical Profile 32 - 44
2.1 Introduction 32
2.2 Review of Literature 33
2.3 Theoretical Review 40
2.4 Conclusion 44
Chapter 3 Data Analysis and Interpretation 45 - 74
Chapter 4 Findings, Suggestions, Conclusion 75 - 81
4.1 Findings 75
4.2 Suggestions 77
4.3 Conclusion 78
4.4 Appendix 79
4.5 Bibliography 82

LIST OF TABLES
No. TITLE OF TABLES Pg. No
3.2.1 Table showing gender distribution of respondents 46
3.2.2 Table showing age distribution of respondents 47
3.2.3 Table showing educational qualification of respondents 48
3.2.4 Table showing occupation of respondents 49
3.2.5 Table showing monthly income in Rupees 50
3.2.6 Table showing respondents having newspaper subscription at their home 51
3.2.7 Table showing the daily newspaper readers among the respondents. 52
3.2.8 Table showing respondents opinion on newspaper as an effective mass media. 53
3.2.9 Table showing respondents opinion on the importance of advertisement in
newspaper.
54
3.2.10 Table showing respondents opinion on the effectiveness of newspaper
advertisement when compared to any other forms of advertisement
55
3.2.11 Table showing the belief of people in advertisement 56
3.2.12 Table showing the respondents opinion on what makes an effective newspaper
print advertisement
57
3.2.13 Table showing the respondents opinion on what makes newspaper print
advertisement more memorable.
58
3.2.14 Table showing the respondents opinion on the size to be adopted to make a
newspaper print advertisement memorable.
59
3.2.15 Table showing the respondents opinion on “newspaper advertisements makes
good awareness about the product”.
60
3.2.16 Table showing the respondents opinion on “advertisement changes your attitude
towards the product”.
61
3.2.17 Table showing the respondents opinion on “Advertisement influences shopping
behaviour”.
62
3.2.18 Table showing the respondents who recently purchased products after coming
across advertisement.
63
3.2.19 Table showing the respondents satisfaction level with the product that they
purchased after seeing the advertisements.
64
3.2.20 Table showing the respondents opinion on their purchase of product after seeing
the newspaper advertisement because of their belief in: -
65

LIST OF CHART
Sl.No. TITLE OF CHART Pg.
No
3.3.1 Chart showing gender distribution of respondents 46
3.3.2 Chart showing age distribution of respondents 47
3.3.3 Chart showing educational qualification of respondents 48
3.3.4 Chart showing occupation of respondents 49
3.3.5 Chart showing monthly income in Rupees 50
3.3.6 Chart showing respondents having newspaper subscription at their home 51
3.3.7 Chart showing the daily newspaper readers among the respondents. 52
3.3.8 Chart showing respondents opinion on newspaper as an effective mass media. 53
3.3.9 Chart showing respondents opinion on the importance of advertisement in
newspaper.
54
3.3.10 Chart showing respondents opinion on the effectiveness of newspaper
55
3.3.11 Chart showing the belief of people in advertisement 56
3.3.12 Chart showing the respondents opinion on what makes an effective newspaper
print advertisement
57
3.3.13 Chart showing the respondents opinion on what makes newspaper print
58
3.3.14 Chart showing the respondents opinion on the size to be adopted to make a
59
3.3.15 Chart showing the respondents opinion on “newspaper advertisements makes
60
3.3.16 Chart showing the respondents opinion on “advertisement changes your
attitude towards the product”.
61
3.3.17 Chart showing the respondents opinion on “Advertisement influences
shopping behaviour”.
62
3.3.18 Chart showing the respondents who recently purchased products after coming
across advertisement.
63
3.3.19 Chart showing the respondents satisfaction level with the product that they
purchased after seeing the advertisements.
64
3.3.20 Chart showing the respondents opinion on their purchase of product after
seeing the newspaper advertisement because of their belief in: -
65

CHAPTER 1
INTRODUCTION
Advertising plays a major role in modern life. It shapes the attitudes of the society and
the individual and inevitably influences consumer behaviour. The consumer has to contend
with a huge amount of information and be able to make a choice, draw conclusions and make
important decisions. The most important task for a business advertising itself is to present its
product in such a manner that the whole environment around the buyer turns into a positive
emotional stimulus. The main goal of advertising a certain product or service is to attract the
consumer’s attention and analyse the impact of advertising on consumer behaviour, which is
determined by a multitude of factors, in which the behavioural factors play the most important
role.
Advertising is one of the most important and a basic ingredient in today’s business
environment. Without advertising neither the industry nor the consumer can survive. Industry
cannot survive because; it will not have any tool to communicate to the consumers. Survival
becomes difficult for consumers because, they will not have any information about the product,
service or company. Hence, comparison and search for a better product is impossible.
Newspaper is an effective form of media in a developing country such as India where
its reach is to almost every household. Since newspapers are local, marketers can easily use
them to reach particular markets. This selectivity is easily rigorous. Some are in the twelve-
hour range. From the viewpoint of the advertiser, newspaper offer several advantage. They are
local in content and appeal and provide opportunity for direct communication between a
product and its local dealers or distributors. Because newspapers supply news, they offer an
atmosphere of factual information and of currency that may be favourable for some advertising
situations. Advertisers can reach a very broad audience through newspapers which offer great
flexibility. The advertisers may choose the specific area to be covered and the advertisement
can be placed in newspapers at very short notice as compared with other media. Advertising is
the primary source of revenue for Newspapers in India and the subscription cost contributes to
a small part of the overall revenue for Newspapers in India.
According to the 55th Annual Report of Registrar of Newspaper for India (RNI) in 2011
India leads the world in terms of newspaper circulation with nearly 330 million newspapers

circulated daily and it grew at a rate of 6.25%. Similarly, according to the figures of Nielsen
Company, expenditure in India on Newspaper advertisements was US$ 4 billion in the year
2011 and is expected to grow at an impressive rate. Therefore, the objective of this study is to
know the attitude of readers towards newspaper advertisement and human perception of a
newspaper advertisement. The current study analyses the psychological impact of the
newspaper advertisement on a consumer and thus his assessment of the effectiveness of the
advertisement. It studies how the newspaper advertisement influence the people on the basis of
demographic profile. It also studies about the approach of different income group towards
newspaper advertisement.
People got accustomed to reading a newspaper along with the morning cup of Tea or
Coffee to know what is happening in and around them. Mainly information about social
happenings and weather, schools and colleges, marriages, obituary, late arrivals of trains, stock
price movements and sport events etc. are given. With the advent of digital medium,
advertisements in newspapers have taken a beating in many developed and developing
countries as they have switched over to other media. Most of the digital media in India are also
developing and progressing, but the print has not lost its lustre.

1.1 INDUSTRY PROFILE
1.1.1 Overview
The industry profile is a report or gathering of data centered on an area of business
that outlines and describes the major components of that area. Profiles often provide an
overview of the industry and may make projections about future trends. The Newspaper
Industry is comprised of a diverse group of media companies. This group is best described as
mature. Many of its members' mainstay gazettes have long publishing histories and names
recognized in households across the country. Still, over the past decade, these companies have
shifted their focus away from traditional core products, i.e., dailies and weeklies, in order to
keep up with the changing media landscape.
Newspapers are typically published daily or weekly. News magazines are also weekly,
but they have a magazine format. General-interest newspapers typically publish articles
and feature articles on national and international news as well as local news. The news
includes political events and personalities, business and finance, crime, weather, and natural
disasters; health and medicine, science, and computers and technology; sports;
and entertainment, society, food and cooking, clothing and home fashion, and the arts.
The news has at one point or another played a part in every one of our lives. Whether it is a
weather report giving flash-flood warnings, information on presidential campaigns, or an
obituary citing the death of a television personality, we crave it. Until the recent development
and affluence of the Internet as a news source, newspapers have globally been the primary
source of current events. Having become part of a daily routine in most lives little is known of
the immense history this learning tool holds.
1.1.2 History
The story begins some five centuries ago in Europe. Here, merchants would distribute
newsletters written by hand containing information regarding the weather, economic
conditions, wars and human-interest stories. Although this was the first known form of
distributed written information, the country accredited with the creation of the first newspaper
is Germany. In the late fifteenth century, a cross between a brochure and a pamphlet was

dispersed among the people, the text containing highly sensationalized stories along with
description of the current news events.
America, however, was a step behind. Public Occurrences, Both Foreign and Domestic,
was the first newspaper published in America. Printed by Richard Pierce, and edited by
Benjamin Harris, the first copy issued on September 25, 1690 would also be the last. It filled
only three sheets of paper measuring six by ten inches, the equivalent of filling half of the front
page of a newspaper today (14" x 23"). The paper had intended to be issued once a month.
The sudden discontinuation of Public Occurrences would mean the last news offered to
Americans for the next few years. Instead, newspapers published in London were read even
though the "first true newspaper in English was the London Gazette, published four years later
in 1666. Fourteen years later, back in America, John Campbell, a bookseller appointed
Postmaster of Boston, became the editor of the Boston News-Letter. The first issue was dated
Monday, April 17 to Monday April 24, 1704 and contained only one advertisement. This was
produced weekly and continued to be so even when William Brooker was appointed Postmaster
to replace Campbell.
Campbell refused to authorize the use of the title "News-Letter" to anyone else so
Brooker called his newspaper the "Boston Gazette". Seven months later, Philip Musgrave was
awarded the position of Postmaster in Boston and replaced Brooker. At this time, James
Franklin, the printer of the Gazette, was also replaced. He wanted to start his own newspaper
even though friends and family dissuaded him from doing so by telling him that Boston already
had a sufficient number of newspapers (2) and a third could not survive. Despite this, Franklin
went ahead and published his own newspaper, the New England Courant. The first issue was
printed on August 19, 1721 making it the fourth newspaper published in America.
When James Franklin published an editorial criticizing the government, he was sent to
prison. James' 13-year-old brother and apprentice, Ben, took over the work of laying type,
printing, and delivery of the issues. Six months later, James Franklin was forbidden to publish
any more newspapers so the masthead now carried the name "Ben Franklin" as editor and
publisher. Ben, now legally free of being an apprentice, and having a dislike for his brother
James, ran away to New York and later to Philadelphia. The New England Courant kept

publishing issues claiming Ben Franklin was editor and publisher until 1726 without anyone
being the wiser.
1.1.3 Global scenario
The fact that newspapers had been so scarce in Europe, America, and many other
continents is due to many factors. To find a literate man was no easy task after Europe was
emerging from the black age. Paper was extremely expensive, and hard to come across, and the
task of printing was long and laborious. The latter was still a problem even with the invention
of the printing press in 1436. A 39-year-old Johann Gutenberg came up with a printing method,
where, by arranging stamps displaying the letters of the alphabet, one could construct a page
of literature to be copied numerous times. This became known as the Gutenberg Press, one of
the greater inventions the fifteenth century held. Although a giant improvement from hand
copying, this method still required the rearrangement of the letters each time a new page was
to be printed.
In the early 1800's the development of continuous rolls of paper enhanced the original
Gutenberg Press as did a steam-powered press and a way to use iron instead of wood for
building presses. This added efficiency of printing made the prices of printed goods more
reasonable hence the term "penny press". This phrase originated when newspaperman
Benjamin Day dropped the price of his New York Sun to a penny a copy in 1833. Historians
have accredited the "penny press" as the first true mass medium.
Advancement in the history of printing was the origin of Linotype, a method of creating
movable type by machine instead of by hand. This was introduced in 1884 and marked a
significant leap in production speed. In terms of the use of computers in the field of printing,
especially newspapers, the progression is unbelievable. From the first daisy-wheel and dot
matrix "impact" printers to common use of the non-impact printers: ink-jet, laser and thermal
transfer, printing presses are on the brink of becoming a thing of the past.
The big question regarding what the future holds for the old-fashioned newspaper is
whether or not it will be overcome by the use of the Internet. Studies show that from 1992 to
1997, the weekly hours of using the Internet has increased from 1.8 hours, to 9.1. Although the
evidence is convincing that in the future the use of computers will obliterate that of newspapers,
sometimes the tangible aspect is too great to give up for a colour monitor.

But today the situation has going to change drastically and new advent technology are
used in to the all over world. The best result of such technology is Electronic newspapers
(online versions of city newspapers), which started in the late 1990s, have expanded to the point
that now thousands of the world's newspapers are now on the Internet. It has a major benefit
that publishing on-line newspaper saves the publishers two of their biggest expenses: newsprint
and distribution costs. But on-line articles are not as in-depth as the print versions. And hence
the print media plays a significant role even if there is a stiff competition from various
electronic media.
1.1.4 Indian Scenario
Before Freedom, History of print media and written communication follows the
progress of civilization which in turn moves in response to changing cultural technologies. The
transfer of complex information, ideas and concepts from one individual to another, or to a
group, underwent extreme evolution since prehistoric times. It has been 30,000 years later since
the first recorded evidence of written communication and it is still dramatically changing. The
Press in India, particularly the Indian language newspapers, was in the forefront of the struggle
for freedom. Many leaders from Mahatma Gandhi downwards used their newspapers to activate
the people to participate in the freedom struggle. But the newspapers are no longer active in the
fight against poverty, disease, illiteracy and superstition.
Political leaders used the Press to rouse the people. It was, therefore, natural that the
British rulers of India used every weapon in their armoury to silence the nationalist press.
Newspapers always had the sword of Damocles hanging over their head. Security was asked at
the slightest pretext and editors and publishers were prosecuted for sedition. Some editors were
even transported to the Andaman. For the editors and people who worked in newspapers,
journalism was a mission. Even captains of commerce who published newspapers treated this
activity as their contribution to the struggle for freedom. Wages for journalists were poor and
there was no security. Newspaper publication was not profitable and journalism was not paying
as compared to other professions but things changed after Independence and each year saw
acceleration in change.
In India, whilst newspapers came much later as opposed to Europe or America, it has a
rich pedigree of being a witness and a catalyst to the birth and growth of the nation. The first

newspaper published in India was the Bengal Gazette started by James Augustus Hickey in
1780. Although the paper was rather frivolous in nature as it mostly only published gossip and
advertisements, the thriving media industry owes its existence to James Augustus Hickey and
his Gazette. Soon after, papers such as Bombay Herald and the Bombay Courier were started
in the country. Interestingly, the Bombay Courier later merged with the Times of India
newspaper. In 1818, the first regional language newspaper Samachar Darpan was published in
Bengali. The Bombay Samachar started in 1822, remains to this day the oldest newspaper in
Asia. In the pre independence era, newspapers had one agenda in their minds – to further their
ideology. Bal Ganghadar Tilak is a prominent stalwart of the pre-independence era and a
revolutionary leader who used his newspaper as a vehicle of communicating his ideas and ideals
of the freedom struggle. Kesari, which was established in 1880, was published in Marathi. Prior
to 1947, the newspaper industry had only one goal - to proliferate the cause of Independence.
After India became Independent in 1947, British owners of the newspapers like The
Times of India also left the country, handing over the businesses to Indian companies. Editors
of pro-freedom struggle Indian newspapers had anti-British stance till 1947. These newspapers
gradually changed their approach; some became pro-establishment and the others adopted
aggressive anti-establishment strategies. The publishers during the subsequent decades
expanded their groups and chains with additions of new editions at other centers or new
publications.
It means after the independence of India scene of print media has changed. There has
been a phenomenal rise in the number of newspapers and their circulation. The number of pages
has increased. The quality of production has improved all rounds. Even medium Indian
language newspapers have taken advantage of the advances in printing and communication
technology to bring out multiple edition dailies. The best example of this one is Daily Sakaal
which is among the first newspapers not only in Maharashtra but also in India, to have adopted
modern management systems and processes. It has deployed the latest technology made
available through partners who are world leaders in their areas of specialization. Newspapers
of the big chains face a stiff competition from these newspapers because they are equally well
produced. What is more, being rooted in the soil they are more aware of local problems and so
they playing active role in the fight against poverty, disease, illiteracy and superstition.

Colour printing has made the newspapers more attractive. Areas of national activity
like commerce now find a prominent place in almost all-Indian language newspapers. New
sectors of commerce and industry became available to businessmen. They found newspapers
useful in influencing the Government and the people. Some British-owned newspapers passed
into Indian hands and started newspapers in Hindi and other Indian languages. The government
accepted the demand for security of service for people working in newspapers and news
agencies. All this helped in the growth in the number of newspapers and their circulation. The
eighties and nineties saw the growth of medium Indian language newspapers. They adapted the
latest printing and communication technology to bring out multiple editions. After Freedom:
Post 1947, newspapers in India had a choice to make – either align with the government and
support all its initiatives or act as a critique to the newly democratized country and its head.
Newspapers at first acted as unofficial sponsors of its various initiatives and schemes. The five-
year plan especially came highly endorsed by the national newspapers.
Most of the newspapers in India came into existence post-independence. Today
thousands of magazines and newspapers are in circulation. Whilst in the early days of
democracy, the Indian government enjoyed full support of the media houses.
In the pre-Independence era, the editorial in a newspaper was widely read for the lead it gave
and used newspaper as an instrument of social change. But in the new era, the editorial became
shorter in length and weak in impact. The new generation of industrialist-publishers is now
more interested in profits instead of society’s obligation. Therefore, they closed down serious
literary and political publications so as to retain the profit from the flagship publications.
The tendency grew to treat the newspaper more as a marketable product than as an
instrument of social change Turbulent 1970's: The decade of 1970s was a turbulent phase for
media. The state-owned television channel was launched in 1972 and the press was unsure
about the possible impact of the electronic medium on the newspapers. The press was subjected
to censorship during the period of Internal Emergency clamped by the Indira Gandhi
government in 1975. After the Emergency was revoked 19 months later, the Press appeared to
have reborn with vigour. Even though today, the newspaper is being used by the reader for
more analysis of political and social news.
Presently in the 21st century, Indian print media is one of the largest print media in the
world. The Times of India being the 8th most circulated newspaper in the world. With a daily

circulation of 3.146 million, The Times of India tops the list of the best newspapers in India,
followed closely by local language papers. While Hindi dailies Dainik Bhaskar (2.547 million)
and Dainik Jagran (2.168 million) compete for the second and third place respectively, the
Malayala Manorama stands fourth with a daily circulation of 1.514 million. Circulation of the
newspapers is certified by the Audit Bureau of Circulation (ABC).
1.1.5 Current Scenario
Today various modern and sophisticated technologies are using by the print media in
both developed and under-developed countries and they also face stiff competition from
electronic media. The circulation trends of the print media: newspaper and magazines in India
and other few countries and also that how the role of print media in the development
communication is changing in recent era needs to be studied. It also concentrates on what is the
impact of new electronic media on the print media.
Post 1947, newspapers in India had a choice to make – either align with the government
and support all its initiatives or act as a critique to the newly democratized country and its head.
Newspapers at first acted as unofficial sponsors of its various initiatives and schemes. The five-
year plan especially came highly endorsed by the national newspapers. Most of the newspapers
in India came into existence post-independence. Today thousands of magazines and
newspapers are in circulation. Whilst in the early days of democracy, the Indian government
enjoyed full support of the media houses. Today, due to the changing and advanced technology
used in printing and communication media, print media get huge importance in mind of people.
Print has more than 10000+ unique titles in India. 46% of the registered publications
are in Vernacular language. There are two sources of information for print evaluation – Indian
Readership Survey & National Readership Survey. The Audit Bureau of Circulation (ABC) is
a body that ratifies the circulation figures of the publications but is not used as a primary source
for evaluation of publications. Out of these above survey NRS has not been updated since 2006,
while IRS updates its survey results every quarter. The IRS provides both the Average Issue
Readership (AIR) which based on whether the respondent has read a publication within its last
period of publication (last one day for dailies, last one month for monthlies etc) as well as Total
Readership. It covers both Urban & Rural India under its survey which represents around 876
Million.

1.2 COMPANY PROFILE
1.2.1 Overview
Malayala Manorama is a morning newspaper, in Malayalam language. It was first published as
a weekly on 22 March 1890, and currently has a readership of over 20 million (with a
circulation base of over 2.1 million copies). It is also the second oldest Malayalam newspaper
in Kerala in circulation, after Deepika.
According to World Association of Newspapers, as of 2016, it was the fourteenth most
circulated newspaper in the world. According to the Audit Bureau of Circulations (ABC) 2013
figures, it is the third largest circulating newspapers in India (behind The Times of India
and Dainik Jagran) and largest circulating newspaper in Kerala.
1.2.2 History
Sree Kandathil Varghese Mappilai launched Malayala Manorama, the first joint stock
publishing company in 1888. The great Kerala poet Kerala Varma named it Malayala
Manorama. This Company started off with one hundred shares of Rupees 100 each. The first
instalment was good enough to buy a press. The first issue of Manorama appeared on March
22, 1890. While Kottayam was hosting a highly popular cattle fair. It’s very first editorial was
passionate plea for the education and welfare of the pulayas.
From a weekly, the Malayala Manorama grew into a bi-weekly in 1901, a tri-weekly in
1918 and a daily in 1928.After the death of Varghese mappilai in 1904; his nephew Mammen
mappilai took over the reins. The rise of Malayala Manorama is the outcome of the vision and
perseverance of K.C Mammen Mappilai. Oppressive regimes attempted to crush the Malayala
Manorama on various occasions. On September 10th 1938, during the Indian freedom struggle,
the government closed down the newspaper. It resumed the publication soon after
independence with Mammen mappilai son, 50-year-old K.M. Cherian at the helm. The spirit
continues in the safe hands of Sree K M Mathew, the present chief editor.
Today the daily is published from sixteen centres. They are Kottayam, Kozhikode, Cochin,
Palakkad, Kannur, Kollam, Trivandrum, Thrissur, Malappuram, Pathanamthita, Mumbai,
Bangalore, Chennai. , Kolkata, Dubai, and Bahrain

The motto of Malayala Manorama is “DHARMOSAMATHI KULADAIVATHAM”
(CHARITY OUR HOUSEHOLD DIVINITY). Manorama has an effective management and
a decentralized system of decision-making. There are no political based trade unions and there
has been no conflict or disagreement of any kind in the company’s 112 years of existence.
Malayala Manorama is the largest language daily in India with circulation of over 15 lakhs
copies per day. Malayala Manorama has many other publications catering to a broad spectrum
of people in five languages including Hindi and English. It was the first Indian language daily
to cross the million marks in circulation.
Personalities behind the success
1) Kandathil Varghese mappilai (1857-1904)
2) K C Mammen Mappilai (1873-1954)
3) K M Cherian (1929-1938)
4) K M Mathew –Chief Editor since 1973
Landmarks
YEAR LANDMARKS
1888 Malayala Manorama Company founded by Kandathil Varghese Mappilai
on March 14
1890 The first issue of Malayala Manorama appears on march 22. It is a weekly
news paper
1892 Publication of Bhashaposhini
1901 Manorama becomes a bi-weekly on August 7
1904 Kandathil Varghese Mappilai passes away on July 6. K C Mamman Mappilai
becomes Editor
1915 Manorama starts publishing daily world war supplements.
1918 Manorama becomes tri-weekly on July 2
1928 Manorama becomes a daily on January 16
1929 Akhila Kerala Balajana Sakhyam formed on May 29
1930 Manorama commences publication of Annual Numbers.
1937 Publication of Malayala Manorama weekly on August 8
1938 Manorama proscribed in Travancore. The on September 10. It
makes a surprise appearance from Cochin state on September 14
but folds up after 3 months.

1941 Mamman Mappilai released from jail.
1992 Chief Minister Karunakaran inaugurates Palakkad edition on April 22.
1947 Manorama restarts on November 29.
1954 K.M Cherian becomes Chief Editor on January 1. K.M Mathew
joins Manorama as General Manager.
1972 Balarama launched. In 1973, K.M Cherian passed away on march
14. K.M Mathew becomes Chief Editor
1975 Vanitha launched. In 1979, Kochi edition started on January 15.
1993 Manorama vision, the electronic media division, formally
launched on October 18. In 1994 Vijayaveedhi launched 1995
Manorama music launched on January 1.
1998 Malayala Manorama Thrissur unit inaugurated.
2001 50th international Press Institute World Assembly at New Delhi,
organized by Malayala Manorama.
2002 Mumbai edition of Manorama started on February 11th. Bangalore
and Chennai editions of Manorama started on February 16
2007 Malayala Manorama Pattanamthita edition launched.
1.2.3 Mission, vision and values
The MISSION of the organization is - DHARMOSAMATH KULADAIVATHAM
means charity our household divinity. From inception, Malayala Manorama has been a socially
conscious and welfare oriented organization. It has an effective management and decentralized
system of decision making. There are no political based trade unions and the fact that the
company has excellent relations with its workers.
Vision and values
 High trust through family culture
 Faces all the problems still maintain spirit of harmony
 Delegates and develops yet retain honesty
 Help others succeed yet Remain informal
 High Performance standard which allow transparency
 Highly innovative in being ambitious
 Process happiness create sense of belonging

Goals
 Growth in turn over
 Growth in circulation
 Creditability
 Responsiveness to customers, readers, advertisers, and agents
 Continual improvement in system and procedure
 Adhesiveness to ISO 9001-2000
1.2.4 Quality policy
The international organization for standardization (ISO) is a worldwide federation of
national standard bodies from some 140 countries, one from each country. Malayala Manorama
got ISO certification in 1999.It has implemented the 1994 version. When ISO was
implemented, the major changes that took place in the organization are in the divisions like
marketing, circulation, works, editorial and materials.
Malayala Manorama quality policy
 Our readers and advertisers define the quality of our publications.
 We ensure that all of them receive the best of our services. It is our constant endeavour to
live up to their aspirants.
 To meet the changing expectations of quality, we design and appropriate work processes
and revises them from time to time.
 Flaws in the process cause defects. We modify the process to prevent problems and desist
from attributing the defects to people.
 We are committed to the continuous up gradation of competence and responsiveness of all
our members through appropriate training programs. This is essential for our job
satisfaction and to improve the quality of our work.
 Our sources, distributors, agents, and advertisers are all responsible partners in our effort
for quality. We ensure their involvement in raising benchmarks of quality.
 We value the safety and health of our people and equipment. Every member of Manorama
is responsible for ensuring the cleanliness of our premises and upkeep of our equipment.
 We have a commitment to one another within Manorama like our commitment to our work
and our society. We respect each other and our mutual dependence.

1.2.5 Product profile
Malayala Manorama is a multi-magazine publishing house. It has publications for
different age groups based on different tastes and needs. In 1982, Manorama launched The
Week, a news feature magazine in English. It is among the best- read English magazine in
India. Manorama has grown into a highly successful publishing house with a slew of other
immensely popular periodicals. Besides the daily newspaper, there is Manorama weekly for
the common man. It is the largest selling weekly in India. The weekly Balarama is the best-
selling children’s magazine in India. Children of school going age have two other playmates
from Manorama: Balarama Amarchithra Katha and Balarama Digest. For pre-scholars, there is
the delightful Kalikudukka and an English version, Magic Pot.
For women, there is Vanitha, the largest circulated women’s magazine in India. Vanitha
Hindi edition, launched in 1997, became an instant hit. School students have found a reliable
study aid in Vijayaveedhi. Job seekers have a guide in Thozhilveedhi. Karshakashree, a bold
experiment in farm journalism has won over the farming fraternity. Bhashaposhini, the literary
journal, is sought- after by the highbrow reader. For the scholar and the knowledge seeker,
choices come in five languages: Manorama yearbook is published in Malayalam, English,
Hindi, Tamil and Bengali. In CD-ROM, it is called the Manorama Knowledge.
Besides, Manorama has a vibrant presence in the Electronic Media. Manorama Vision,
its television software division was launched in 1993 producing quality television serials and
news and current affairs programmes for Malayalam Television Channels. Its Music division,
Manorama Music was started in 1995. On the web, Manorama Online has a magnetic pull. It
started its television channel in 2007. The different products are listed below:
NO PRODUCTS NO PRODUCTS
1 Malayala Manorama Daily 2 Hasta-VCD
3 Malayala Weekly ( Malayalam) 4 Ente Malayalam
5 Bhashaposhini (Malayalam) 6 Thiruvabharanam
(Malayalam, Tamil)
7 Year book(Malayalam) 8 Vishukani (Malayalam)

9 Year Book (English) 10 Higher Education Directory
(English)
11 Year Book (Hindi) 12 Swayamvaram
13 Year Book (Tamil) 14 Parpidam
15 Year Book (Bengali) 16 Vanitha Annual
17 Balarama (Malayalam) 18 Vanitha Fashion
19 Balarama Digest 20 VanithaPanchakam
21 BalaramaAmarchithra Katha 22 VanithaAarogyam
23 Vanitha (Malayalam) 24 The Man
25 Vanitha (Hindi) 26 Shreeman
27 The Week (English) 28 OnamPonnonam
29 Karshakashree (Malayalam) 30 Manorama Music
31 Kalikudukka (Malayalam) 32 Calendar (Malayalam, Tamil,
Hindi)
33 Magic pot 34 Malayala Manorama Dairy
35 Malayala Manorama Varshika
Pathippu
36 The Week Dairy
37 Onam Annual (Malayalam) 38 Karshakashree Dairy
39 Vijayaveedhi (Malayalam) 40 Ayyappa Dairy
41 Thozhilveedhi (Malayalam) 42 Ayyappa Pocket Dairy
43 Knowledge Adventure (CD
ROM) (English)
44 Fast Track
45 Life Style

1.2.6 Organizational structure
People
Keep the family in, but make them professionals first‖ is the way things work out at
Malayala Manorama members of the family in the organization are thorough professionals in
their line of work. The reason behind Malayala Manorama ‘s success and potential growth is
due to competency of its management and their ability to inspire excellence in work of their
employee.
Some of the finest professional’s work with the Malayala Manorama. In the editorial unit,
each product is led by an editor in charge and business units is led by a general manager. The
various divisions in the business units are: -
 Editorial Department
 Materials Department
 Works Department
 Finance Department
 Management Accounts Department
 Internal Auditing Department
 Circulation Department
 Marketing Department
 Personal and Administration Department
 Human Resource Department
 Diversification Department
 Manorama Online Department
 Manorama Vision
Malayala Manorama has nearly 2000 members in its roll. It has offices in all major cities
to manage its editorial, marketing and circulation. It has a number of production centres called
as units. Resident/coordinating editor heads each of these units.
Printing units
There are ten printing units from where Manorama is published in Kerala and four centres
outside Kerala. Kottayam, Kozhikode, Kochi, Trivandrum, Palakkad, Kannur, Kollam
Thrissur, Malappuram and Pathanamthitta are the centres in Kerala. The first unit was founded
in 1888 in Kottayam. The second unit of Malayala Manorama was established in Kozhikode n

1966, Kochi edition in 1979, Palakkad edition in 1992, the sixth edition arrived at Kannur in
1994 and Kollam in the next year. The Thrissur unit was born in 1998, Malappuram in 2001
and Pathanamthitta in 2007.manorama has six units outside Kerala. Four of them in India and
the other two abroad. The company started the first outside unit in Mumbai, second in Chennai,
third in Bangalore and fourth in Delhi.
Manorama newspaper is going abroad. It has two printing units abroad. One at Dubai and
other at Bahrain. In most of the countries, they receive the newspaper of a particular day on the
same day itself.
Staff classification
Management staff (M grade)
M1 - General Manager
M2 - Senior Manager
M3 - Manager
M4 - Deputy Manager
M5 - Senior Executive
M6 - Executives
Administrative staff (A grade)
P.A - Production Assistant
A3 - Section Head
A4 - Senior Clerk
A5 - Junior Clerk
A6 - Semi Clerk
A7 - Peon
Journalist staff (J grade)
J1 - Assistant Editor/News Editor/Special Correspondent
J2 - Chief Subeditor/Chief Reporter
J3 - Subeditor/Reporter/Correspondent/Photographer
Factory staff (F grade)
F3 - Proof Reader

F4 - Production Assistant
F6 - Foreman
F7 - Technician
1.2.7 Sister concerns
 MM PUBLICATIONS
Head quartered at Kottayam. It publishes all the above listed publications except Malayala
Manorama News Paper.
 MM TV
Head quartered at Adoor, Alappuzha District. They Launched a 24*7 TV News channel on
17th August 2006. MM TV was the biggest diversification effort in the history of Malayala
Manorama, a Turning point in a long journey. MM TV is about to launch their new
Entertainment Channel.
 MANORAMA VISION
Manorama vision is a separate division based in Cochin. It Was launched on 18th October
1993.it is the electronic media division engaged in the production of serials, Telefilms, TV
Commercials, and software programs telecast on the Malayalam Television channels. It also
functions as a registered advertising agency. Manorama vision also Makes TV documentaries.
 MANORAMA MUSIC
Manorama Music was launched on 1st June 1995. This electronic entertainment division of
Malayala Manorama has been in the production of high quality musical CD s and cassettes
over the year and has become a brand icon in musical industry of Kerala.
 RADIO MANGO
The FM service of Manorama was launched in four urban centres in Kerala in 2007. Radio
Mango offers a wide range of programs ranging from entertainments to information services.
The caption Nattilengum Pattai ‘itself opens up the entertainment focus of Radio Mango. There
are 4 stations all over Kerala. Cochin, Kannur, Thrissur, Kozhikode are the main stations.

 M4 MARRY
M4 Marry .com is an exclusive Malaya lee Matrimonial portal from Malayala Manorama
group. Through this portal one can finds out a pair for himself much easily and effectively.
 HELLO ADREESS
Hello address .com is the real estate portal from Malayala Manorama. It offers a wide range of
real estate dealings through which one can find out the property he is looking for with less
effort. It is very helpful for the common people as they didn’t ‘t need the help of the middle
men and their commission.
 MASCOM
Naturally, a passion for coaching journalists has played a key role in Manorama’s evolution.
As Manorama grew bigger and spawned new publications, it set up an in-house training centre
in the 1970s. The inspiration was The Thomson Foundation, in the UK, where several
Manorama staffers had trained. Then, in the new millennium, Manorama opened a fully-
fledged school, MASCOM, to meet the demands of the ICE age. Established in 2002,
MASCOM offers an eleven-month course in mass communication in two languages- English
and Malayalam. The teaching methods and standards are world class. It is a rigorous training
program that has produced well-rounded journalists and communication professionals. Former
students say MASCOM is a mind-expanding experience.
1.2.8 Competitors
 Mathrubhumi
 Kerala kaumudi
 Deshabhimani
 Mangalam
 Madhyamam
 Chandrika
 Deepika
 Suprabhatham
1.2.9 SWOT analysis
Strengths
 Loyal customers

 Employees
 Management
 Brand Image
 Social Commitment
 Market leader
 Advertisement revenues
Weaknesses
 Generation gap between employees
 Inability to attract youth readership
 Poor global reach
 Public information
Opportunities
 The overseas market
 Youth segment
 Alternate Avenues
 National Market
Threats
 Electronic Media
 Aggressive marketing strategies of the competitors
 Decline in advertisement revenues
 Television

1.3 STATEMENT OF PROBLEM
Today companies are running around to increase the lead for their products and
services. They are acquiring maximum number of sources through which they can advertise
their brand. Newspaper is one such type of source through which companies and organisations
promote themselves. Advertisement is an important source of income for the newspaper.
It is necessary for a company like Malayala Manorama Co. Ltd. to know the response
of people when they use a good amount of space in their newspaper for advertisement. It is
very important for them to know how the customers perceive them. Even though advertisement
is importance for the existence, it is significant to know the reaction of customers. It is the
customer’s perception which influences the products and services of the organization. If the
organizations make an attempt to find the customers preferences and attitudes, then it can alter
its products accordingly and offer to its customers.
Different customers have different experiences and perceptions. Those can be identified
only through their responses. In this study, I am attempting to understand the response of
readers towards newspaper advertisement. Understanding the response will help us to
determine their perception and attitude, can helps the company to improve itself. I am trying to
understand the response of readers towards newspaper advertisement with special reference to
Malayala Manorama, Calicut.

1.4 OBJECTIVES OF THE STUDY
 To study the response of readers towards newspaper advertisement.
 To study the readers response on effectiveness of newspaper advertisement.
 To study the impact of newspaper advertisement in influencing consumer buying
behaviour.
 To study how the newspaper advertisement influence people on the basis of their
demographic profile.

1.5 SCOPE OF THE STUDY
The newspaper as a medium for publicity and Advertisements is losing its lustre and
relevance in America and some western countries. But the same medium has shown remarkable
growth in India. Circulation increased by more than 23 million copies a day between 2006 and
2016, According to a new report from India's Audit Bureau of Circulation. That's average
growth of nearly 5% per year. Despite the strong growth of digital media in India, the traditional
formats of television and print still account for the largest portion of total media ad expenditure.
India remains somewhat unusual in that print revenues continue to grow, with newspapers
specifically still serving as an effective way for advertisers to reach a significant audience.
The scope of this study is to identify reasons for futuristic scope for newspaper as a
medium for publicity, it also identifies whether people accept the advertisement through
newspaper and whether the advertisement through newspaper is result oriented.

1.6 LIMITATIONS OF THE STUDY
 Customers response may contain some error as they were busy in work.
 This research study was based on sample size of 100 respondents, so the wide study
was not possible.
 This study was limited by geographic area, marketing environment, and industry.
 The respondent may hesitant to disclose the true facts.

1.7 RESEARCH METHODOLOGY
1.7.1 Introduction
Research methodology is a systematic plan for conducting research. Sociologists draw
on a variety of both qualitative and quantitative research methods, including experiments,
survey research, participant observation, and secondary data. Quantitative methods aim to
classify features, count them, and create statistical models to test hypotheses and explain
observations. Qualitative methods aim for a complete, detailed description of observations,
including the context of events and circumstances.
1.7.2 Research design
A research design is the plan, structure and strategy of investigation conceived so as to
obtain answers to the research questions and to control variance. Descriptive research design
is adopted for the study. Descriptive research design is the fact finding investigation. It is a
simplest type of research. It is designed to gather descriptive information.
1.7.3 Population of the study
The universe consists of all survey elements that qualify for inclusion in the research.
Universe for the particular study is set up by research questions, which specify who or what is
of interest. The universe of this study is restricted to readers of newspaper in the Calicut district.
1.7.4 Sample design
Sample design is definite plan for obtaining a sample from given population. It refers
to the technique or the procedure the researcher used to choose the sample from the universe
under study. Sampling is the means of selecting subset of units from a target population for
collecting information. Convenience sampling method was used in this study. Convenience
sampling method is a non-probability sampling technique where samples are selected on my
convenient accessibility and proximity.
1.7.5 Sample size
The number of samples selected from a given population is called sample size. The information
relevant for this study was collected from a sample size of 100 respondents.
1.7.6 Data sources

 Primary data
Data that has been collected from first-hand-experience is known as primary data.
Primary data has not been published yet and is more reliable, authentic and objective.
Primary data has not been changed or altered by human beings, therefore its validity is
greater than secondary data.
 Secondary data
Secondary data is research data that has previously been gathered and can be accessed
by researchers. Secondary data was collected from the company website, journals, and
other relevant reports
1.7.7 Tools for data collection
 Primary data
- Primary data was collected directly by approaching the respondents with the
questionnaire.
- Personal interview with the respondents was an another method used for data
collection
 Secondary data
Secondary data was collected from the company website, journals, and other relevant
reports.
1.7.8 Duration of the study
Duration of the study can be referred to as the duration of the study. Duration of this
study was 8 weeks, from April 2, 2019 to May 30, 2019.
1.7.9 Data analysis and interpretation
Data analysis is considering to be important step and heart of the research in research work.
After collection of data with the help of relevant tools and techniques, the next logical step, is
to analyse and interpret data with a view to arriving at empirical solution to the problem. The
data collected through the structured questionnaire were coded into excel sheet. The data was
analysed and tested using graphical tools like bar chats, pie chart, histograms, etc. Diagrams
and graphs up to of the statistical methods which simplify the complexity of quantitative that

and make them easily intelligible. IBM SPSS is used to conduct testing of hypothesis (Chi-
square test and correlation analysis.
1.7.10 Testing of hypothesis
The following quantitative assumptions have been postulated to be tested in the research. The
logic of null hypothesis is based on the concept that no relationship exists between the
parameters unless proved otherwise. The null (H0) and alternate (H1) hypothesis has been
framed as below:
Hypothesis 1
H0.1: There is no significant correlation between age of the respondents and their
opinion on effectiveness of newspaper advertisement.
H1.1: There is significant correlation between age of the respondents and their
opinion on effectiveness of newspaper advertisement.
Hypothesis 2
H0.2: There is no association between gender of the respondents and influence of
advertisement in determining their shopping behaviour.
H1.2: There is significant association between gender of the respondents and influence
of advertisement in determining their shopping behaviour.
Hypothesis 3
H0. 3: There is no significant association between age of the respondents and change
in their attitude towards product due to advertisement.
H1. 3: There is significant association between age of the respondents and change
in their attitude towards product due to advertisement.
Hypothesis 4
H0. 4: There is no significant association between income of the respondents and role
of advertisement in influencing their shopping behaviour.
H1. 4: There is significant association between income of the respondents and role
of advertisement in influencing their shopping behaviour.
Hypothesis 5

H0. 5: There is no significant association between age of the respondents and their
newspaper reading habit.
H1. 5: There is significant association between age of the respondents and their
newspaper reading habit.
1.8.11 Methods of testing hypothesis
 X2 test
A chi-squared test, also written as χ2
test, is any statistical hypothesis test where
the sampling distribution of the test statistic is a chi-squared distribution when the null
hypothesis is true. Without other qualification, 'chi-squared test' often is used as short
for Pearson's chi-squared test. The chi-squared test is used to determine whether there is a
significant difference between the expected frequencies and the observed frequencies in one or
more categories.
In the standard applications of this test, the observations are classified into mutually
exclusive classes, and there is some theory, or say null hypothesis, which gives the probability
that any observation falls into the corresponding class. The purpose of the test is to evaluate
how likely the observations that are made would be, assuming the null hypothesis is true.
Chi-squared tests are often constructed from a sum of squared errors, or through
the sample variance. Test statistics that follow a chi-squared distribution arise from an
assumption of independent normally distributed data, which is valid in many cases due to
the central limit theorem. A chi-squared test can be used to attempt rejection of the null
hypothesis that the data are independent.
The formula for the chi-square statistic used in the chi square test is:
The subscript “c” are the degrees of freedom. “O” is your observed value and E is
your expected value. It’s very rare that you’ll want to actually use this formula to find a critical
chi-square value by hand. The summation symbol means that you’ll have to perform a

calculation for every single data item in your data set. Also considered a chi-squared test is a
test in which this is asymptotically true, meaning that the sampling distribution (if the null
hypothesis is true) can be made to approximate a chi-squared distribution as closely as desired
by making the sample size large enough.
 Correlation Analysis
Methods of correlation and regression can be used in order to analyse the extent and
the nature of relationships between different variables. Correlation analysis is used to
understand the nature of relationships between two individual variables.
Correlation coefficient ‘r’ is calculated through the following formula:
Where, x and y are values of variables, and n is size of the sample.
The value of correlation coefficient can be interpreted in the following manner:
If ‘r’ is equal to 1, then there is perfect positive correlation between two values;
If ‘r’ is equal to -1, then there is perfect negative correlation between two values;
If ‘r’ is equal to zero, then there is no correlation between the two values.
The most popular forms of correlation analysis used in business studies
include Pearson product-moment correlation, Spearman Rank
correlation and Autocorrelation. The Pearson product-moment correlation is calculated by
taking the ratio of the sample of the two variables to the product of the two standard deviations
and illustrates the strength of linear relationships. In Pearson product-moment correlation the
correlation coefficient is not robust due to the fact that strong linear relationships between the
variables are not recognized. The correlation coefficient is sensitive to outlying points therefore
the correlation coefficient is not resistant.

 Anova
Analysis of variance (ANOVA) is an analysis tool used in statistics that splits an
observed aggregate variability found inside a data set into two parts: systematic factors and
random factors. The systematic factors have a statistical influence on the given data set, while
the random factors do not. Analysts use the ANOVA test to determine the influence that
independent variables have on the dependent variable in a regression study.
The t-test and z-test methods developed in the 20th century were used for statistical analysis
until 1918, when Ronald Fisher created the analysis of variance method. ANOVA is also called
the Fisher analysis of variance, and it is the extension of the t- and z-tests. The term became
well-known in 1925, after appearing in Fisher's book, "Statistical Methods for Research
Workers." It was employed in experimental psychology and later expanded to subjects that
were more complex. The Formula for ANOVA is:
F = MST/MSE
where:
F=ANOVA coefficient
MST=Mean sum of squares due to treatment
MSE=Mean sum of squares due to error

1.8 Chapter Summary
Newspaper advertising has been around longer than any other form of advertising we
see today and is still the first kind of advertising that businesses think. In this chapter an
overview about newspaper advertisement and its importance are explained. The response of
readers towards the newspaper advertisement is to be known. The main objective of the study
is to find the response of readers towards newspaper advertisement. The statement of problem,
objective, scope, and limitations faced during the study are explained in this chapter.
This chapter provides an overview of newspaper industry and the organisation
Malayala Manorama Co. Ltd. The Indian scenario, Global scenario and Current scenario of
newspaper industry is explained in the above chapter. This chapter will provide understanding
and review about the history existence and future of newspaper industry. This chapter also
provides an overview of Malayala Manorama CO. Ltd. The history of Malayala Manorama and
the key personnel’s behind the successful company is mentioned in the above company profile.
This report provides a clear understanding about the company and its functioning as well as
newspaper industry.

CHAPTER 2
REVIEW OF LITERATURE / THEORETICAL PROFILE
2.1 Introduction
Advertising can be considered a variable created by convergent interest expressed in
the two major scientific areas: communication and marketing. With origins in the academic and
the practice, advertising was tackled on the one hand, as a means of communication required
by those involved in the current economic activities, on the other hand, and the solution to
communicational problems of various organizations - the media, for example. Advertising
and communication, in general, are components of contemporary economic and social
system. In today's society, advertising has evolved into a complex system of communication,
important for both organizations and the general public. The ability to deliver messages
carefully prepared to its targets gave over time to advertising a major role in marketing
programs of most organizations. Different companies, starting from the multinational firms and
local firm’s attaches increasing importance of advertising in order to present their products
and services to important markets. In functioning market economies, consumers have learned
to use the advertising information in their purchase decisions. A coherent and functional
analysis of advertising can be done by calling a vision that incorporates two levels: the
descriptive one, which considers issues related to the need to define and differentiate advertising
from other marketing tools of communication, and the normative one, that captures the
conditions that advertising must meet so that marketing goals can be achieved. The need for
strategic vision regarding advertising can be seen as an example of covering the normative
aspect of the analysis, while the advertising features and forms can be aspects of the
descriptive analysis.
A study on the literature pertaining to the topic to draw a deeper insight into the concept.
Theoretical review and review of literature would help the in understanding the concepts. The
popular studies contributed by other researchers help to identify the contributions and the
research gap which facilitated in designing the framework of the study and in the formulation
of the questionnaire.

2.2 REVIEW OF LITERATURE
An overview of various issues related to the study directly or indirectly has been
presented through review of literature in this chapter. The research made in the previous studies
has been of great significance in understanding the ins and outs of the issues taken in the study.
It has also helped to find the research gap in the particular study. The findings drawn from the
earlier study has been instrumental in guiding the various possible factors in the study. A
number of studies have been seen conducted on advertising effectiveness. The important
studies done in India and abroad bearing direct or indirect effect on the present study have been
reviewed and presented hereunder.
Murthy et al. (2010) researched on “Trends in First Page Priority of India Print Media
Reporting –A Content Analysis of Four English Language Newspapers.” They analysed on the
first page of the four leading newspapers – The Hindustan Times, The Indian Express, and The
Times of India (all being published from New Delhi and Lucknow) and The Hindu (Only from
New Delhi and Southern States) revealed a number of interesting shifts in the paradigms of
news reporting and values. They analysed that Times of India with its strong market orientation
reflected all the important characteristics of market driven journalism, The Hindustan Times,
The Indian Express and The Hindu remained in a transition phase showing signs of already
acquired contours of the market driven journalism in the descending order. The first page is
usually filled with large and small colour photographs, long and large fonts for smaller items,
placement of too many advertisements suggested that there was heavy competition among
these corporate news papers for news and sometimes, lack of news accentuates the cramming
of the first page with more such structural decorations in colour. The study resulted that the
paper layout strategies offer newspaper the popular image of indulging in tabloidization and
trivialization of news and mudrochization of print media. The study applies to the strong and
weak market orientation theories of Randal beam to the Indian media and correlate the
developments in India’s newsroom with respect to print media’s ability to retain accountability
to the public.
Petty et al. (1983) in their article titled “Central and Peripheral Routes to Advertising
Effectiveness: The Moderating Role of Involvement” studied about the different features of an
advertisement which may be more or less effective depending upon a person’s involvement in
it. The researcher analysed that under conditions of low involvement, unimportant cues are

more important than issue relevant argumentation but under high involvement the opposite is
true. The reasoning suggested that immediate measures on attitudinal effects should be easier
to detect than behavioural effects under high involvement while behavioural effects should be
easier to detect than attitudinal effects under low involvement.
Patil (2011) studied “Recent Trends of Print Media in Development Communication”
the researcher studied about the circulation trends of the print media that is newspaper and
magazines in India and other few countries and discussed the role of print media in the
development of communication and changing trend. It focused on the change brought by
electronic media over print media. Thus resulting that print media circulation is falling due to
social and technological changes but the print media is one of the renowned media till date as
it still has a larger share in both developed and underdeveloped countries.
Satpathi & Roy (2011) studied “The Impact of the Electronic Media on the Modern
Indian Voter: A Study of the Post Liberalization Era”, the study discussed about the influence
of electronic media in India which was stimulated by economic liberalization in early 1990s.
It gave citizens access to numerous news sources as opposed to the sole government regulated
news channel of the pre-liberalization era. The paper discussed on the internet being used as
the source of information for passing the opinion through blogs, polls and social networking
websites. The paper used qualitative analysis for studying the impact of the electronic media
on political participation in general and the voting behaviour of an individual. The data were
collected from the Election Commission of India, media coverage, opinion polls, blogs and
social networking websites. The findings suggested that television is the main medium in
influencing people on the political front.
Manchanda et al. (2002) researched on “The Effects of Banner Advertising on
Consumer Inter-purchase Times and Expenditures in Digital Environments” they analysed on
a data base which consisted of repeat customer purchases at a website with individual
advertised products. They specified the purchased time and expenditure as the basic function
of advertising. They described purchase time model which investigated about the role of
advertising and repeat purchases. The purchase expenditure model showed the effect of
advertising on consumer spending during purchase visits. Their study analysed that advertising
weight, copy and timing affect the consumer’s decision to revisit websites and make purchases.

The past purchases reflected the current purchase. This suggested that advertising affects
purchase behavior of repeat customers.
Singh & Sandhu (2011) researched on “Building Ethical Considerations into
Advertising Practices –An Indian Study”, discussed on the measures for building ethical
considerations into contemporary advertising practices. They did the survey of five hundred
and twenty students collected from the state of Punjab, India it was revealed that law and
religion effectively combined can make ethical advertising. They researched that the religion
is concerned with the use of advertisement advocated to reacquaint the masses with basic
values. The results suggested that the participation of the parents in the censor board be
solicited while reviewing the content of advertisements aimed at children.
Verma & Verma (2011) researched on “An Investigation into Communicative
Effectiveness of Print Media Advertisements on Consumers with respect to Selected Model of
Cars”. The research paper studied the effectiveness of print media advertisements. The same
has been evaluated on the basis of a consumer durable. The findings suggested that the
marketers should keep in mind the areas having lacuna to rectify them with respect to the
personal variables and thus make the significant changes to make more effective for the recall
of the advertisements thus making the work easier.
Anbarasan & Pongiannan (2012) researched on “Comparative Analysis on Ethics in
Advertisements of Print and Electronic Media”. The study has been conducted on ethical
advertising which should be according to the laws of the country and should not offend against
the morality, decency and religious susceptibilities of the people as it will contribute to a good
corporate reputation and high morale and thus will increase the business of the advertised
product. The study focused on the ethical values followed in the advertisement presented in
the two media. The study resulted that the majority of people gave importance to print media
when compared with that of electronic media for ethical advertisements. The study concluded
that the ethics in advertisements in print and electronic media improve the quality of the
advertisement and enhance the brand image of the advertised product.
Huang (2012) researched on “Marketing Budget Allocation and Marketing Benefits
of Traditional Media, Online Advertising, and Electronic Word-of-Mouth”. The study
examined the budget allocation and the operational benefit of the corporate marketing tools.
The results indicated that, apart from e-commerce and companies with online channels, most

companies allocated their marketing budget primarily to traditional media, followed by online
advertising and electronic word-of-mouth. The findings of the study can act as a reference for
companies with industrial attributes similar to the companies in the current study, when
planning their marketing budgets.
Williams and Drolet (2005) investigated motivational influences associated with age
on responses to emotional advertisements with two experiments. Experiment I showed
increased liking and recall of emotional ads among older consumers and that time horizon
perspective moderates these age - related differences. Experiment II revealed influences of age
and time horizon perspective on responses to different types of emotional ads. Ads focusing
on avoiding negative emotions were linked and recalled more among older consumers and
among young consumers made to have a limited time horizon perspective. Their research
illustrates the importance of considering age -related differences in information processing due
to motivational as well as to cognitive changes.
Lindstadt & Budzinski (2012) studied about the article titled “Newspaper and Internet
Display Advertising –Co-existence or Substitution?”, the paper discussed about advertising
spending data for newspaper and internet display advertising of thirteen different industries
in the U.S. from 2001-2010. The findings suggested that there are industry specific patterns
that determine that if newspaper advertising is substituted by internet advertising. In retail
industries newspaper advertising has not been replaced by internet display advertising but
instead by other traditional media platforms.
Sanayei et al. (2012) researched on “Determining the Effect of Ethics on Advertising
Effectiveness with Mellat Bank Customers”, in this study the author discussed about the ethical
conduct of Mellat Bank. The research design was descriptive and the respondents were the
customers of the bank. The data were collected from library, internet and questionnaires. The
findings of the study were that the religious observance, social norms provided correct
information and have strong and significant effects on advertising effectiveness.
Schroeder, (2005) in his study on the relationship between art, advertising and brand
management has pointed out that “advertising depends on the language of painting that
celebrates wealth and private property and is often nostalgic, referring back to a golden age”
and that “specifically advertising uses art conventions of form – genre, poses, and symbols –

as well as techniques borrowed from painting and photography”. In his study, he has cited the
example of Leonardo Da Vinci’s ‘Mona Lisa’ , which appears often in brand campaigns as an
icon of portraiture, fine art, value and as a vehicle of humour. He adds that ‘Advertising often
invokes the world of art’ and Ads often call products masterpieces or a work of art. He goes on
with his discussion on art and branding by stating that ‘visual arts are an impressive cultural
referent system that brand managers, art directors and advertising agencies draw upon for their
strategic representational power and themes, subjects and techniques from art history illuminate
contemporary imagery’; art- like – marketing is an important cultural institution that transmits
and reflects values, meaning and beliefs. He concludes by saying that art and consumption can
be considered as aesthetic activities.
Katherina Hutter (2015) examined the locational and executional elements in ambient
advertising among 574 respondents. The study revealed that unconventional 2D elements are
often used in advertisements and these unconventional methods have a stronger impact on
consumer attitude and attention.
Simran R. Kalyani (2014) attempted to investigate the effect of jingles and music in
advertising. This role memory trigger and entertainer is examined in the study. Jingles or music
of popular advertisements were considered. The study concluded that music/jingles encourage
product image and lead to better memorability. It is further stated that consumers are more
sensitive to the jungles of the advertisements that relate to their gender.
Wan Yu Chang and Ying Chang (2014) attempted to explore the influence of
humorous advertising on brand popularity in the Tourism industry. The sample domain was
512 users of the Lion travel website. The study revealed that humour element in advertisements.
Partly influence consumer awareness towards brands and also influence purchase intention to
an Extent.
Anju Gulla et al. (2013), analysed the attitude of children towards TV advertisements
and its impact on buying behaviour of parents. The study was considered four major factors
namely Entertainment, Likability, Credibility & Informative. The analysis revealed that
advertisements on television have significant impact upon the attitude of children towards TV
commercials and leads to significant impact on the buying behaviour of parents.
Prerna Kumar (2013) analysed the perception, attitudes of customers towards online
promotion among 300 consumers and used confirmatory factor analysis for analysis. The
analysis revealed that the online promotion is much effective and the consumers perceived are
much more effective and the consumers perceived them to be effective, informative and

credible. Colourful visuals, strong security features are viewed positively by the consumers.
The study suggested that the promoters must be more conscious in online promotion as they
exercise a significant impact in viewer’s minds.
Muhammad Usman (2013) reviewed the literature relating the need to be creative in
advertisements, to persuade the target audience. It was found that humorous, choice of unique
medium, marketing strategy and understanding consumer motives makes an advertisement
more effective.
Prithvi B.J and Mihir Dash (2013) compared the effectiveness of radio, print and
internet advertising over and above TV advertising among a sample of 151 consumers in
Bangalore selected through convenience sampling. It was found that print advertising was
considered to be better than radio and internet advertising in terms of attention grabbing, eye-
catching and attractive. It was found that print advertising was considered to be better than
radio advertising and possess the potential to change attitude. On the other hand, it was found
that internet advertising and radio advertising were considered to be better than print
advertising in terms of entertainment.
Soofi Anwar (2012) assessed young consumer perception and attitude towards TV
advertisements and its role in the consumer purchase decision. The study found that TV is the
most influential and persuasive commercial channel and media for advertisements and its
impact on buying behaviour.
Mehrdd Salchi (2012) conducted a study to identify factors influencing consumers
towards online shopping. The study focused on nine independent variables, namely
Appearance, Quick loading, Security, Site Map, Validity, Promotion, Attractiveness,
Believability and Originality. The findings of the study indicated that the first five factors
influence consumers towards online shopping and security is the factor that contributes most
towards online shopping.
Syed Gholamreza Jalali Naini et al (2012) studied the impact of the advertisement. It
was analyzed four factors creativity, type of media, informativeness and exposure to the
advertisement. It was found that only three factors creativity, type of media and informativeness
of advertisement encouraged consumers to make a purchase.
Benjamin and Asman, S. (2011) investigated the purchasing behaviour of 120
Malaysians and its association with advertising appeals and tendency to spend. The study
revealed that consumers who are willing to spend more were greatly inspired by the advertising
appeals. It stated that advertising appeals are more influenced in determining consumer
purchasing behaviour.

2.3 THEORETICAL REVIEW
2.3.1 Meaning of advertisement
The Oxford Dictionary explains advertisement as public announcement of goods, etc. for sale.
It further says to advertise means to describe and praise (goods etc.) in public medium to
promote sales.
Advertisement is, thus, the process of spreading product information among the
potential buyers through a public medium in order to maximize sales. Such a public medium
includes, among others, newspapers, magazines, television and radio
The term advertising is derived from the Latin word, “advertere” which means to turn
attention towards a specific thing. Advertising simply means a public announcement. But,
nowadays, the functions of advertisements go beyond announcements as they persuade the
prospective buyer, remind the existing buyers, create demand, brand preference and brand
loyalty; apart from neutralising the effects of the advertisements of the competitors.
Advertising is aimed at a group of persons and not an individual. These groups of
persons are not the general public; but the target audience who are also the potential
customers. In advertising, unlike personal selling, immediate feedback cannot be taken. Thus,
it is a paid form of non-personal way of communication with a group of target audience
through mass media like television, newspapers, magazines, radio, internet etc.
2.3.2 Definitions of advertisement
 American Marketing Association: Advertising is a paid form of non-personal
presentation and promotion of goods, services or ideas by an identified sponsor.
 Philip Kotler: Advertising is a non-personal form of communication conducted
through paid media under clear sponsorship.
 John J. Myers: Advertising is dissemination of information concerning an idea, service
or product to compel action in accordance with the interest of the advertiser.
 John Kennedy: Advertising is the substitute of human salesman.

 David Ogilvy: Advertising means to develop favourable brand image to enlarge
market share and to increase the profits of the organisation in the long run.
2.3.3 Features of advertising
 Paid form: Advertising is never free of cost. The company issuing an advertisement
has to pay the media. The scale of payment depends on media-circulation, type of
media and media popularity. Advertisements appear in newspapers, radio and
television because the advertisers have purchased the space or time to communicate
information to the target audience or, in other words, prospective customers.
 Non-personal: Advertising has no face to face contact with the buyers; and as such it
is called non-personal salesmanship. Here, the message is transmitted to the target
audience with the help of mass media like newspapers, magazines, radio, television or
internet; and not through direct inter-personal communication.
 Promotion of ideas: Advertising is not only the promotion of goods and services, but
also of ideas.
 Identified sponsor: Advertising is done by an identified sponsor. The sponsor could be
the producer or the trader. The identity of the sponsor is mentioned in the
advertisement. This indicates that the advertisement attributes the source for the ideas
and opinion it presents.
 Influence buyer’s behaviour: Advertisements influence the attitudes and behaviour of
the buyers in favour of the advertised products or services.
 Element of marketing mix: The four major elements of marketing mix are product,
promotion, price and place. Advertising is an important part of „promotion‟. Without
proper promotion, other elements of the marketing mix cannot achieve their desired
objectives.
 Promotion mix: Advertising is one of the four elements of promotion mix; the other
three being personal selling, sales promotion and publicity. It is the most cost-effective
method of promotion as it creates demand, stimulates sales and reaches the target
audience quickly and effectively.

2.3.4 Advertising communication process
Advertising seen as a process is based on the general scheme of the marketing
communication process, with a number of specific features related to its content. Thus,
from the above lines we could see that one of the characteristics is that advertising uses
impersonal communication media.
The communication process involves four elements
 The Source or Communicator of the Message
 The Message
 The Communication Channels used to convey the Message
 The Recipient or Audience at whom the Message is directed
The figure below indicates the process of advertising
2.3.5 Theories of advertising
In the literature, instead of' one proven theory, there are at least four distinct, alternative
theoretical formulations of how advertising produces its effect. Weilbacher (1984) summarises
these four theories.
 Pressure - Response Theories

Pressure - Response Theories of advertising assume that advertising effects are a
function of the advertising dollars spent or messages received. It also assumes that stable
relations exist between advertising pressure and advertising effect. This theory tends to ignore
the quality of advertising creative work in causing advertising effects.
 Active Learning Theories
Active Learning Theories of advertising assume that advertising conveys information
that leads to attitude change and, in turn, to changes in market place behaviour.
 Low Involvement Theories
Low Involvement Theories of advertising assume, at least in some advertising
situations, that the information content of advertising is not of importance to the consumer and
that it tends to be passively stored rather than actively evaluated in relation to consumer
reactions to products and companies. In this conception, advertising effects cumulatively
increase brand relevance or salience, result in changed purchase behaviour, and lead to revised
attitudes only after the brand has been purchased or used.
 Dissonance Reduction Theories
Dissonance Reduction Theories suggest that behaviour may lead to attitude change and
that newly formed attitudes are reinforced and stabilised by information from advertising.
This review of theories in advertising suggests that there is no consensus about how
consumers interact with advertising or how these specific interactions do not lead to particular
results in the market place. All theories, except Pressure-Response theory, involve three
elements: Learning, Attitude Change and Behaviour Change. The difference is only with regard
to the sequence of these elements and therefore three theories follow three different sequences.
Learning Attitude Change Behaviour Change (Active Learning Theory)
Learning Behaviour Change Attitude Change (Low Involvement Theory)
Behaviour Change Attitude Change Learning (Dissonance Reduction)
2.4 Chapter Summary

It can be concluded that the above studies have covered one or the other aspects of
advertisements. However, the combined and comparative effect of advertisements in electronic
and print media has not been comprehensively evaluated. The in-depth review of related
literature revealed that majority of the studies was conducted keeping the effectiveness of
advertising as the locus of research and focused on specific aspects and outcomes of
advertising. Detailed research works in the chosen sector are comparatively less as far as the
Indian context is concerned. The attitudes and preferences of consumers play a pivotal role in
transforming the viewers into consumers. Studies focusing on the relation between attitude and
preferences are limited to the chosen research domain. Therefore, it is felt that a study on
advertising preferences and attitudes, media preferences from consumers’ perspective will be
appropriate. The consumer’s response and attitude towards advertisement conglomerate to
form the consumers’ perception.

CHAPTER 3
DATA ANALYSIS & INTERPRETATION
3.1 Introduction
To complete this study properly, it is necessary to analyse the data collected and answer
the research questions. Data analysis is a process of inspecting, cleansing, transforming,
and modelling data with the goal of discovering useful information, informing conclusions,
and supporting decision-making. Data analysis has multiple facets and approaches,
encompassing diverse techniques under a variety of names, and is used in different business,
science, and social science domains. In today's business world, data analysis plays a role in
making decisions more scientific and helping businesses operate more effectively.
Data analysis is considering to be important step and heart of the research in research
work. After collection of data with the help of relevant tools and techniques, the next logical
step, is to analyse and interpret data with a view to arriving at empirical solution to the problem.
One of the important function of data analysis needs to present the complex that the in a manner
by which it can be read easily understood. Diagrams and graphs up to of the statistical methods
which simplify the complexity of quantitative that and make them easily intelligible. diffusion
analysis approach is to begin with descriptive analysis, to explore again a feel for the data. The
analyst then turns to address specific questions from the study aims or hypotheses, from
findings and questions from the studies reported in the literature and form pattern suggested
by descriptive analysis. Diagram and graphs are two of the statistical methods which simplify
the problem of quantitative data and make them easily intelligible. Chi- square test and
correlation analysis are also used for the testing of hypothesis.
Data is interpreted in a descriptive form. This data summarises the analysis,
presentation and interpretation of findings resulting from the study. Data analysis is the process
of separating data into smaller and manageable parts with the intention of finding meaningful
answers to the big questions and objectives and to disseminate the findings. Data interpretation
refers to the implementation of process through which data is reviewed for the purpose of
arriving at an informed conclusion. For any research, data analysis and interpretation is
important as it provides an explanation for various concepts, theories, framework and methods.

3.2.1 Table showing gender distribution of respondents
Particulars Number of respondents Percentage
Male 58 58.0%
Female 42 42.0%
Transgender 0 0.0%
Total 100 100.0%
Source: Primary Data
3.3.1 Chart showing gender distribution of respondents
3.4.1 Interpretation
While analysing the above table and graphs, it can be understood that 58 percentage of the
respondents are male and 42 percentage of the candidate are female. There are no respondents
from transgender.
0
10
20
30
40
50
60
70
Male Female Transgender
Chart Title

3.2.2 Table showing age distribution of respondents
Particulars Number of Respondents Percentage
Below 18 0 0.0%
18-25 55 55.0%
25-30 7 7.0%
30-40 18 18.0%
40-50 12 12.0%
50-60 0 0.0%
60 Above 8 8.0%
Total 100 100.0%
3.3.2 Chart showing age distribution of respondents
While analysing the above table and graph, we can interpret that 55% of the respondents are of
age group “18-25”. 18% of the respondents belongs to the age group “30-40” and 12% of the
respondents belongs to the age group “40-50”. 60% of the respondents belongs to the age group
“60 Above” while there is no respondents from the age groups “Below 18” and “50-60”.
0 10 20 30 40 50 60
Below 18
18-25
25-30
30-40
40-50
50-60
60 Above
Chart Title

3.2.3 Table showing educational qualification of respondents
Secondary 9 9.0%
Higher Secondary 6 6.0%
Graduate 41 41.0%
Post Graduate 40 40.0%
Others 4 4.0%
Total 100 100.0%
3.3.3 Chart showing educational qualification of respondents
While analysing the above table and graph, we can interpret that 41% of the respondents are Graduates.
40% of the respondents are post graduates and 9% of the respondents are with secondary education.
While 4% of the respondents stay with the category “others”.
0
5
10
15
20
25
30
35
40
45
Secondary Higher Secondary Graduate Post Graduate Others
Chart Title

3.2.4 Table showing occupation of respondents
Government Employee 6 6.0%
Private Employee 18 18.0%
Self Employed 4 4.0%
Other 72 72.0%
Total 100 100.0%
3.3.4 Graph showing occupation of respondents
While analysing the above table and graph, it can be interpreted that 72% of the respondents
belongs the other category. 18% are private employees and 6% are government employees.
But 4% of the respondents are self-employed.
0 10 20 30 40 50 60 70 80
Government Employee
Private Employee
Self Employed
Other
Chart Title

3.2.5 Table showing monthly income in Rupees
Below 10000 48 48.0%
10000-20000 12 12.0%
20000-30000 8 8.0%
30000-50000 21 21.0%
Above 50000 11 11.0%
Total 100 100.0%
3.3.5 Chart showing monthly income in Rupees
The above table and graph shows that 48% of the respondents are with an income below 10000.
21% of the respondents are in the income group 30000-50000. 12% of the respondents are in
the group 10000-20000 while, 11% of them are above 50000. But only 8% of them are in the
income group 20000-30000.
0 10 20 30 40 50
Below 10000
10000-20000
20000-30000
30000-50000
Above 50000
Chart Title

3.2.6 Table showing respondents having newspaper subscription at their home
Yes 78 78.0%
No 22 22.0%
Total 100 100.0%
3.3.6 Chart showing respondents having newspaper subscription at their home
According to the above table and graph, 78% of the respondents are with newspaper
subscription at home while the other 22% do not have newspaper subscription at their home.
Chart Title
Yes No

3.2.7 Table showing the daily newspaper readers among the respondents.
Yes 59 59.0%
No 41 41.0%
Total 100 100.0%
3.3.7 Chart showing the daily newspaper readers among the respondents.
The above table and graph shows that 59% of the respondents are with the answer YES and
41% of the respondents are with the answer NO. i.e., 59% of the respondents are daily readers
of newspaper while the other 41% do not read newspaper daily.
Chart Title
Yes No

3.2.8 Table showing respondents opinion on newspaper as an effective mass media.
Strongly Agree 28 28.0%
Agree 51 51.0%
Neither Agree Nor Disagree 15 15.0%
Disagree 4 4.0%
Strongly Disagree 2 2.0%
Total 100 100.0%
3.3.8 Chart showing respondents opinion on newspaper as an effective mass media.
According to the above chart and graph 51% of the respondent’s states that they agree to the
statement newspaper is an effective mass media. 28% of them strongly agree to the statement
while 15% of them neither agree or nor disagree to the statement. while 4% of them disagree
the statement 2% of them strongly disagree the statement.
0
10
20
30
40
50
60
Strongly Agree Agree Neither Agree
Nor Disagree
Disagree Strongly Disagree
Chart Title

3.2.9 Table showing respondents opinion on the importance of advertisement in
newspaper.
Agree 45 45.0%
Disagree 14 14.0%
Total 100 100.0%
3.3.9 Chart showing respondents opinion on the importance of advertisement in
newspaper.
According to the above table and graph 45% of the respondents says that newspaper
advertisement is important. 24% of them says that they neither agree nor disagree with the
statement. 14% of them disagree while 13% of them strongly agree that newspaper
advertisement is important. But 4% of them disagree with the statement.
0
5
10
15
20
25
30
35
40
45
Strongly
Agree
Agree Neither
Agree Nor
Disagree
Disagree Strongly
Disagree
Chart Title

3.2.10 Table showing respondents opinion on the effectiveness of newspaper
Agree 25 25.0%
Disagree 32 32.0%
Total 100 100.0%
3.3.10 Chart showing respondents opinion on the effectiveness of newspaper
According to the above table and graph 31 % of the respondents disagree to the effectiveness
of newspaper advertisement when compared to any other forms of advertisement. 29% neither
agree nor disagree to the opinion while, 25% of them agree with the statement. But 12% of
them strongly disagree with the statement while 2% of them strongly agree with the statement.
0 5 10 15 20 25 30 35
Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree
Chart Title

3.2.11 Table showing the belief of people in advertisement
Yes 69 69.0%
No 31 31.0%
Total 100 100.0%
3.3.11 Chart showing the belief of people in advertisement
The above graph and table shows that 69% of the respondents says yes to question that do
they believe in advertisement. But 31% of them says No. ie., 69 % of the people belive in
advertisement while 315 of them do not believe in advertisements.

3.2.12 Table showing the respondents opinion on what makes an effective newspaper
print advertisement
Striking Images 49 49.0%
Eye catching Text 23 23.0%
Information 17 17.0%
Design 11 11.0%
Other 0 0.0%
Total 100 100.0%
3.3.12Chart showing the respondents opinion on what makes an effective newspaper
print advertisement
According to the above table and graph, 49% of the respondents argue that striking images
makes an effective newspaper print advertisement while, 23% says that eye catching text makes
an effective newspaper print advertisement. When 17% of the respondents argue that
information makes an effective newspaper print advertisement, 11% says that it is design.
0 10 20 30 40 50 60
Striking Images
Eye catching Text
Information
Design
Other
Chart Title

3.2.13 Table showing the respondents opinion on what makes newspaper print
Images 40 40.0%
Text 10 10.0%
Information 37 37.0%
Design 13 13.0%
Other 0 0.0%
Total 100 100.0%
3.3.13 Chart showing the respondents opinion on what makes newspaper print
According to the above chart and graph, 40% of the respondents say that images makes
newspaper print advertisement more memorable while, 37% says that it is information. 13%
says that it is design and 10 % says that it is text. There is no response to the category others.
0
5
10
15
20
25
30
35
40
45
Images Text Information Design Other
Chart Title

3.2.14 Table showing the respondents opinion on the size to be adopted to make a
Quarter Page 23 23.0%
Half Page 26 26.0%
Full page 40 40.0%
Double Page Spread 11 11.0%
Total 100 100.0%
3.3.14 Chart showing the respondents opinion on the size to be adopted to make a
The above table and graph shows that 40% of the respondents says that full page advertisement
is necessary to make a newspaper print advertisement memorable while, 26% of them says half
page is necessary to make a newspaper print advertisement memorable. 23% of them says
quarter page and 115 of them says that it is double page spread.
0
5
10
15
20
25
30
35
40
45
Quarter Page Half Page Full page Double Page Spread
Chart Title

3.2.15 Table showing the respondents opinion on “newspaper advertisements makes
Agree 56 56.0%
Disagree 10 10.0%
Total 100 100.0%
3.3.15 Chart showing the respondents opinion “newspaper advertisements makes good
awareness about the product”.
According to the above table and graph, 56% of the respondents agree that newspaper
advertisements makes good awareness about the product while 20% of them neither agree nor
disagree. 10% of them strongly agree and other 10% disagree. But only 4% of them strongly
disagree.
0 10 20 30 40 50 60
Strongly Agree
Agree
Disagree
Strongly Disagree
Chart Title

3.2.16 Table showing the respondents opinion on “advertisement changes your attitude
Agree 34 34.0%
Disagree 9 9.0%
Total 100 100.0%
3.3.16 Chart showing the respondents opinion on “advertisement changes your attitude
The above table and graph shows 34% of the respondents agree and 31% of them neither agree
nor disagree that advertisement changes your attitude towards the product while, 18% of them
strongly agree and 9% of them disagree. But only 8% of them strongly disagree that
advertisement changes your attitude towards the product.
0 5 10 15 20 25 30 35
Strongly Agree
Agree
Disagree
Strongly Disagree
Chart Title

3.2.17 Table showing the respondents opinion on “Advertisement influences shopping
behaviour”.
Yes 75 75.0%
No 25 25.0%
Total 100 100.0%
3.3.17 Chart showing the respondents opinion on “Advertisement influences shopping
behaviour”.
According to the above table and graph, 75 % of the respondents stick on to the opinion that
advertisement influences shopping behaviour. And 25% of the respondents says that
advertisement influences shopping behaviour.
Chart Title
Yes No

A STUDY ON RESPONSE OF READERS TOWARDS NEWSPAPER ADVERTISEMENT WITH SPECIAL REFERENCE TO MALAYALA MANORAMA, CALICUT

A STUDY ON RESPONSE OF READERS TOWARDS NEWSPAPER ADVERTISEMENT WITH SPECIAL REFERENCE TO MALAYALA MANORAMA, CALICUT

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A STUDY ON RESPONSE OF READERS TOWARDS NEWSPAPER ADVERTISEMENT WITH SPECIAL REFERENCE TO MALAYALA MANORAMA, CALICUT