Summer Internship Report

On

“A study On Building Brand Awareness Through Social Media Marketing &

Promotions for Companies Products and Services”

SUBMITTED TO:

STEP-HBTI Kanpur
For the partial fulfilment of the requirement of

Master in Business Administration

(MBA: - 2017-2019)

UNDER THE SUPERVISION OF:

DR. ASHEESH TRIVEDI

(STEP-HBTI, Kanpur)

SUBMITTED BY:
SHUBHAM DIXIT
(MBA SECOND YEAR)
Roll No:1718170049

SCIENCE AND TECHNOLOGY ENTREPRENEURS’ PARK

HARCOURT BUTLER TECHNOLOGICAL INSTITUTE, NAWABGANJ
Kanpur-208002

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Institute certificate

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ACKNOWLEDGEMENT

Preservation, inspiration and motivation have always played a key role in the success of any
venture. In the present world of cutthroat competition project is likely a bridge between the
theoretical and practical working, willingly I have prepared this particular project.

First of all, I would like to thank the supreme power, the almighty god who is obviously the one
who has directed me to work on the right path of my life. With this grace this project could
become a reality.

I feel highly delighted with the way my project report on topic

“Building Brand Awareness Through Social Media Marketing & Promotions for
Company Products And Services”
has been completed.

Any accomplishment requires the effort of many people and this work is not different. Firstly, I
would like to extend my sincere thanks to MR. BHUPENDRA PACHAURI(MANAGING
DIRECTOR),(GO BUSINESS INDIA PVT.LTD)for his kind co-operation and providing me
good environment to work on.

Finally, I would like to thank my faculty guide DR.ASHEESH TRIVEDI (MENTOR) who
helped me throughout the completion of my project. And I would like to thanks all my college
faculties who guided me to carry out my project in a proper way.

Thanking you

SHUBHAM DIXIT

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DECLARATION

This is to certify that Mr. Shubham dixit, Roll No 1718170049 a student of Post Graduate
Degree in MARKETING, STEP HBTI, Kanpur, has worked in GO BUSINESS INDIA
PVT.LTD, under the guidance and supervision of Mr. Bhupendra Pachauri (Managing Director).

The period for which he was on training was for 6 weeks, starting from 1st June 2018 to 15th July
2018. This Summer Internship report has the requisite standard for the partial fulfilment for the
Post Graduate Degree in marketing Management. To the best of our knowledge no part of this
report has been reproduced from any other report and the contents are based on original research.

Shubham Dixit

(Student)

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PREFACE

In the present scenario marketing and sales is a major challenge for seasoned professional. And it
is no surprise that marketing is a tough concept to understand. Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering and exchanging offerings that
have value for customers, clients, partners and society at large.

The project report consists of detailed study of

“Building Brand Awareness Through Social Media Marketing & Promotions for Company
Products and Services”

A sincere effort has been made to analyse the study of Advertisements & Promotions through
SocialMedia in present scenario.

Market research study has been conducted in order to bring out the picture of uses of Social
Media Promotion Techniques in an area. The differences in various social media service quality
that exists in the market. What the customer’s preferences are provided by the Market research?

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 CONTENTS

S.No. Topics Page no.

Institute certificate 2
Company `s certificate 3
Acknowledgement 4
Declaration 5
Preface 6
INTRODUCTION
1 10-13

 About the topic 14-43

 Objective of the study 44
 Significance of the study 45-49
COMPANY PROFILE
3 50-51

TRADE PROFILE
4 52-65

RESEARCH METHODOLOGY
5 66-74

DATA ANALYSIS
6 75-84

APPENDICES
7

 Questionnaires
 Sample information
FINDINGS/STATISTICS
8 85-87

CONCLUSION
9 88

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 SUGGESTION
10 89-90

LIMITATIONS OF THE STUDY

11 91

12 BIBLIOGRAPHY 92

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SUMMARY
The brand awareness has turned into an important variable that impacts customer's perceptions of
a brand. Achievement in brand management arises from understanding and overseeing brand
image and loyalty correctly to create strong characteristics that will impact consumers when
making on their decisions.

This thesis concentrates on the importance of these dimensions (brand awareness, brand loyalty,
brand image and consumer behaviour) of customer built brand equity in light of consumer's
perceptions of a brand. This is focused around the assumption that all these dimensions of
customer based-brand image and loyalty will have impact on consumer's perceptions of brand.

However, this study aims to discover which among these three dimensions (brand image, brand
loyalty and consumer behaviour) seem to have the slightest brand equity in restaurants and to
find out whether customer based-brand equity differ between fast food with respect to each
characteristic of brand awareness, brand image, consumer behaviour and brand loyalty.

Brand awareness was treated with independently from different dimensions because of the
difference in scale, and moreover media and sorts of media affecting on consumer behaviour.

An organized survey was constructed to provide answers to research question. The research
studied four dimensions of consumer's based-brand equity specifically brand awareness, brand
image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty seems to
have the minimum brand equity rating by consumers than alternate dimensions. Although, the
dimension seems to have impact on consumer perceptions of brand.

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INTRODUCTION
Going to the routes of each word, social media can be defined as an instrument that helps to
communicate and interact. Media is a tool used for communication, like TV, newspaper, radio
etc. Social media are media for social interaction, using highly accessible and scalable
communication techniques. Social media is the use of web-based and mobile technologies to turn
communication into interactive dialogue. Andreas Kaplan and Michael Haenlein (2010) define
social media as "a group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0, which allows the creation and exchange of user-
generated content. Businesses may also refer to social media as consumer-generated media
(CGM). But social media is not only about communication, it includes as well interaction
between users.
The most important characteristics that social media has are:
• Participation – everybody is continuously involved in this contribution process – to share
news, to give feedback
• Openness – the barriers are small; the content is reachable and opened to discuss into
Conversation – the dialog is really important; you offer information but as well receive feedback
or/and other information
• Community – common interests, hobbies, passions are creating groups where you can share all
these.
• Connectedness – permanent connection, links between people, resources, life styles etc. The
main benefit of adding social media to your overall marketing communication strategy is to
create a platform that attracts the attention of clients and prospects of products, services and
capabilities, or prompts them to share their views on a topic of common interest.

Companies are using social media in marketing, advertising, sales, innovation, customer service
and problem resolution, information technology, human resources and also for driving cultural
change. Indian companies and brands will be in a better position to enhance their brand image
through use of social media. They can plan the use of traditional media and social media to reach
out to more people, thus creating a bigger market for themselves.

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Social media is the new buzz area in marketing that has businesses, organizations and brands
jumping to create news; make friends, connections and followers; and build communities in the
virtual space. The purpose of this research was to understand the impact of social media on how
Indian companies were adapting their marketing strategies to incorporate social media. A
qualitative research study was conducted using structured questionnaire survey with various
online purchasers. Social media can be used for internal communications as well as a method of
engaging with both existing and potential new customers. It states that the real business
revolution occurs in the arrival of several social media sites, such as LinkedIn, Face book, and
Twitter. It also discusses the use of social media websites in businesses. Social media is a
genuine game changer for business. Companies that invested early to harness the power of social
media claim higher returns, with even greater gains predicted to be on the way.

It has been observed that Internet technologies and web-based applications are persistently
increasing and in the current scenario, technology is more about linking people rather than
linking customers. Social media usage has escalated in the past few years, which has made it
easier for firms and consumers to intermingle with each other and their friends and make it
further easier to communicate with a large audience. In the findings of a study conducted by
McKinsey Global Institute, it was revealed that 1.5 billion people use social networking sites,
and out of these, 80% interact regularly with other social media users. The popularity of social
media has made 70% companies use social media actively. Social media has now reached a place
where it is seen as a way of life to socialize and conduct business. However, social media, apart
from being an effective tool for interaction, has got risks attached to it. This conceptual paper
focused on introducing the key terms, concepts, relevance, benefits, and hazards of employing
social media as a marketing instrument. It also aimed to discuss how social media affects a firm's
performance and marketing strategy. This paper highlighted the problems that companies may
face by adopting social media as a marketing tool and the managerial implications of it with the
help of few cases.

Using social media for business marketing has been a hot topic for years now, but brands are still
trying to harness the power of the digital social sphere to discover the best ways to directly
impact their bottom lines. As social media use advances, so does the frequency in which brands
are reaching out to their audiences to engage them through these channels. One tactic that might

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be lost in all of this is the importance of using social media channels to build trust with your
current and potential brand advocates. As humans, without trust, our relationships can never go
past a certain level. The same goes for brands building relationships with consumers.

Before true customer engagement can happen, companies must first build a social media
dialogue that leads to a trusting relationship. How do they do this? If you think about it, social
media isn’t really new. Social media used for digital marketing is a form of traditional public
relations disseminated through new channels. But unlike traditional marketing, social media
gives brands a chance to interact directly and immediately with their customers.

Online social media and networks have a growing role in marketing, which has important
implications for how consumers, channels, and companies perform. In social media settings,
consumers provide online feedback about products, and this feedback is visible to other agents,
including other consumers, channel partners, competitors, and investors. Moreover, there is
inherent variety in the way the feedback is received and processed (e.g., ratings, reviews) and the
forums in which it is provided. The myriad characteristics of online social media environments
have effects on outcomes of interest to marketers and implications for managerial practice.

The internet has created the opportunity for social media to thrive. Participating in social media
forums, known collectively as “Web 2.0,” allows communication and information-sharing with
large groups of people instantaneously. Social media can fall into one of six primary categories:

 Social networks: sites that allow users to connect and share with people who have
similar interests and backgrounds. Example: Facebook.
 Bookmarking sites: sites that allow users to save and organize links to any number of
online resources and websites. Example: Stumble Upon.
 Social news: sites that allow users to post news links and other items to outside articles.
Example: Reddit.
 Media sharing: sites that allow users to share different types of media, such as pictures
and video. Example: YouTube.
 Micro blogging: sites that allow users to submit short written entries, which can include
links to products and service sites as well as links to other social media sites. Example:
Twitter.

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  Blog comments and forums: sites that let users engage in conversations by posting and
responding to community messages.

Social Media for Businesses:

Companies across variety of industries such as hospitality, travel and tourism, banking and
financial services, life sciences, retail and consumer products, airlines, automobiles, fashion,
education and many more are exploring social media to tap opportunities in market research.
They also look at brand building, product promotion, product development, customer service,
collaboration with stakeholders, employee engagement, and recruitment etc. An increasing
number of Indian corporations are turning to social media in an attempt to reach out to their
customers in the wake of marketing budget cuts. Indian corporations are not new to the virtual
world. As of today, top IT firm Wipro is running "Innovation Canters" on social media, while
Infosys is using Twitter to address customer concerns. Social media has become a powerful tool
for enterprises across the globe.

Enterprises are using social media in many functional areas of the business and are enjoying
numerous tangible benefits such as increasing brand recognition, sales, search engine
optimization (SEO), web traffic, customer satisfaction, and revenue. In addition, rapid feedback
and insight from consumers provide a mechanism for executives to assess consumer opinion and
use this information to improve products, customer service and perception. Enterprises have also
discovered that they are able to monitor the market, their competition and their customers via
social media outlets. This allows engaged enterprises to be on top of any changes that may be
needed and to proactively make appropriate adjustments to 4 Strategies, products or services.
The ability to search for and communicate with potential employees is another area that has seen
great enhancement via sites such as LinkedIn and Plaxo. Given its ease of use and measurement
and its ability to reach large populations almost instantly, social media is becoming a powerful
force in the way businesses reach, attract and engage their customers, employees and other
stakeholders, Business opportunities, Social media, brand image, internet marketing,
communication in marketing

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What is 'Brand Awareness?
The extent to which consumers are familiar with the qualities or image of a particular brand of
goods or services. Brand awareness refers to the extent to which customers are able
to recall or recognise a brand.

Brand awareness is a key consideration in consumer behaviour, advertising management, brand

management and strategy development.

The consumer's ability to recognise or recall a brand is central to purchasing decision-making.

Purchasing cannot proceed unless a consumer is first aware of a product category and a brand
within that category. Awareness does not necessarily mean that the consumer must be able to
recall a specific brand name, but he or she must be able to recall sufficient distinguishing
features for purchasing to proceed. For instance, if a consumer asks her friend to buy her some
gum in a "blue pack", the friend would be expected to know which gum to buy, even though
neither friend can recall the precise brand name at the time

Brand awareness is the likelihood that consumers recognize the existence and availability of a
company's product or service. Creating brand awareness is one of the key steps in promoting a
product. Brand awareness is particularly important when launching new products and services;
and for a company to differentiate similar products and services from its competitors.

Importance of Brand Awareness

Brand awareness is related to the functions of brand identities in consumers’ memory and can be
measured by how well the consumers can identify the brand under various conditions. Brand
awareness is also central to understanding the consumer purchase decision process. Strong brand
awareness can be a predictor of brand success. It is an important measure of brand
strength or brand equity and is also involved in customer satisfaction, brand loyalty and the
customer's brand relationships.

Brand awareness is a key indicator of a brand's market performance. Every year advertisers
invest substantial sums of money attempting to improve a brand's overall awareness levels.
Many marketers regularly monitor brand awareness levels, and if they fall below a
predetermined threshold, the advertising and promotional effort is intensified until awareness

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returns to the desired level. Setting brand awareness goals/ objectives is a key decision in
marketing planning and strategy development.

Brand awareness is one of major brand assets that add value to the product, service or
company. Investments in building brand awareness can lead to sustainable competitive
advantages, thus, leading to long-term value.

First Step

Creating brand awareness is usually the first step in building advertising objectives. Before you
can create a favorable impression or motivate customers to buy, they have to become aware of
your brand and its meaning. Marketing messages delivered through various media are often used
to communicate the brand name and important messages tied to its products. Making people
aware that you exist helps drive traffic to your business and create a buzz in the market.

Top of Mind

The highest level of brand awareness is top of mind awareness. This is when customers think of
you first when they need to make a purchase within your product category. You can build top of
mind awareness through repeated exposure and consistent delivery of a good product or service
over time. This is a huge advantage in the market when customers enter a buying situation and
your brand immediately comes to mind first.

Build Equity

Equity is the value of your brand beyond your physical assets like buildings and equipment. To
develop strong brand equity, you have to develop a high level of brand awareness. The more
people are aware of you and the stronger your reputation, the greater your profit potential and
overall brand value. Word of mouth in the market plays a strong role in helping your brand grow
its customer base and develop loyal relationships with top customers.

Digital Impact

The importance of brand awareness has become increasingly significant with the evolution of the
Internet and digital technology. The public is more equipped with mobile and social media tools
to communicate quickly about your brand -- good or bad. This means that establishing a strong

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reputation for good products or services, integrity in your business practices and community
involvement are even more critical to long-term success.

Interbrands’ annual ranking of the World's Most Valuable Brands. The three key indicators that
determine the brand value are: the financial performance of the branded products or services, the role
of brand in the purchase decision process and the strength of the brand.

Category : Brand Value

Region : Global

Ranking Type : positive

Interbrand's Top Ten Global Brands, (by brand value) 2018

Rank Logo Brand Value ($m)

1 Apple 214,480

2 Google 155,506

3 Microsoft 92,715

4 Coca-Cola 66,341

5 Amazon 100,764

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6 Samsung 59,890

7 TOYOTA 53,404

8 Facebook 45,168

48,601
9 Mercedes-Benz

10 IBM 42,972

Types of Brand Awareness

Marketers typically identify two distinct types of brand awareness; namely brand recall (also
known as unaided recall or occasionally spontaneous recall) and brand recognition (also
known as aided brand recall). These types of awareness operate in entirely different ways with
important implications for marketing strategy and advertising.

Brand recall

Brand recall is also known as unaided recall or spontaneous recall and refers to the ability of
the consumers to correctly elicit a brand name from memory when prompted by a product
category. Brand recall indicates a relatively strong link between a category and a brand while
brand recognition indicates a weaker link. When prompted by a product category, most
consumers can only recall a relatively small set of brands, typically around 3-5 brand names.

In consumer tests, few consumers can recall more than seven brand names within a given
category and for low-interest product categories; most consumers can only recall one or two
brand names.
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Research suggests that the number of brands that consumers can recall is affected by both
individual and product factors including; brand loyalty, awareness set size, situational, usage
factors and education level. For instance, consumers who are involved with a category, such as
heavy users or product enthusiasts, may be able to recall a slightly larger set of brand names than
those who are less involved.

Brand Recognition

Brand recognition is also known as aided recall and refers to the ability of the consumers to
correctly differentiate the brand when they come into contact with it. This does not necessarily
require that the consumers identify the brand name. Instead, it means that consumers can
recognize the brand when presented with it at the point-of-sale or after viewing its visual
packaging. In contrast to brand recall, where few consumers are able to spontaneously recall
brand names within a given category, when prompted with a brand name, a larger number of
consumers are typically able to recognize it.

Building Brand Awareness Is Essential for Building Brand Equity.

It includes use of various renowned channels of promotion such as advertising, word of mouth
publicity, social media like blogs, sponsorships, launching events, etc. To create brand
awareness, it is important to create reliable brand image, slogans and taglines. The brand
message to be communicated should also be consistent. Strong brand awareness leads to high
sales and high market share. Brand awareness can be regarded as a means through which
consumers become acquainted and familiar with a brand and recognize that brand.

Marketing Implications of Brand Awareness

Clearly brand awareness is closely related to the concepts of the evoked set (defined as the set of
brands that a consumer can elicit from memory when contemplating a purchase) and
the consideration set (defined as the “small set of brands which a consumer pays close attention
to when making a purchase decision”). One of the advertising's central roles is to create both

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brand awareness and brand image, in order to increase the likelihood that a brand is included in
the consumer's evoked set or consideration set and regarded favorably.

Consumers do not learn about products and brands from advertising alone. When making
purchase decisions, consumers acquire information sources from a wide variety of information
sources in order to inform their decisions. After searching for information about a category,
consumers may become aware of a larger number of brands which collectively are known as
the awareness set. Thus, the awareness set is likely to change as consumers acquire new
information about brands or products.

A review of empirical studies in this area suggests that the consideration set is likely to be at
least three times larger than the evoked set.Awareness alone is not sufficient to trigger a
purchase; consumers also need to be favorably disposed to a brand before it will be considered as
a realistic purchase option.

The process of moving consumers from brand awareness and a positive brand attitude through to
the actual sale is known as conversion. While advertising is an excellent tool for creating
awareness and brand attitude, it usually requires support from other elements in the marketing
program to convert attitudes into actual sales.Other promotional activities, such as telemarketing,
are vastly superior to advertising in terms of generating sales. Accordingly, the advertising
message might attempt to drive consumers to direct sales call centres as part of an integrated
communications strategy. Many different techniques can be used to convert interest into sales
including special price offers, special promotional offers, attractive trade-in terms or guarantees.

The distinction between brand recall and brand recognition has important implications
for advertising strategy. When the communications objectives depend on brand recognition, the
creative execution must show the brand packaging or a recognizable brand name. However,
when the communications objectives rely on brand recall, the creative execution should
encourage strong associations between the category and the brand. Advertisers also use jingles,
mnemonics and other devices to encourage brand recall.

Brand dominance occurs when, during brand recall tests, most consumers can name only one
brand from a given category. Brand dominance is defined as an individual’s selection of only
certain brand names in a related category during a brand recall procedure.While brand
dominance might appear to be a desirable goal, overall dominance can be a double-edged sword.

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A brand name that is well known to the majority of people or households is also called
a household name and may be an indicator of brand success. Occasionally a brand can become
so successful that the brand becomes synonymous with the category. For example, British people
often talk about "Hovering the house" when they actually mean "vacuuming the house." (Hoover
is a brand name). When this happens, the brand name is said to have "gone generic." Examples
of brands becoming generic abound; Kleenex, Cello tape, Nescafe, Aspirin and Panadol. When a
brand goes generic, it can present a marketing problem because when the consumer requests a
named brand at the retail outlet, they may be supplied with a competing brand. For example, if a
person enters a bar and requests "a rum and Coke," the bartender may interpret that to mean a
"rum and cola-flavored beverage," paving the way for the outlet to supply a cheaper alternative
mixer. In such a scenario, Coca-Cola Ltd, who after investing in brand building for more than a
century, is the ultimate loser because it does not get the sale.

Measuring Brand Awareness

Just as different types of brand awareness can be identified; there are a variety of methods for
measuring awareness. Typically, researchers use surveys, carried out on a sample of consumers
asking about their knowledge of the focus brand or category.

Two types of recall test are used to measure brand awareness:

 Unaided recall tests: where the respondent is presented with a product category and asked
to nominate as many brands as possible. Thus, the unaided recall test provides the respondent
with no clues or cues. Unaided recall tests are used to test for brand recall.
 Aided recall test: where the respondent is prompted with a brand name and asked whether
they have seen it or heard about it. In some aided recall tests, the respondent might also be
asked to explain what they know about the brand e.g. to describe package, colour, logo or
other distinctive features. Aided recall tests are used to test for brand recognition.
 Other brand-effects tests: In addition, to recall tests, brand research often employs a battery
of tests, such as brand association tests, brand attitude, brand image, brand dominance, brand
value, brand salience and other measures of brand health. Although these tests do not

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 explicitly measure brand awareness, they provide general measures of brand health and often
are used in conjunction with brand recall tests.

To measure brand salience, for example, researchers place products on a shelf in a supermarket,
giving each brand equal shelf space. Consumers are shown photographs of the shelf display and
ask consumers to name the brands noticed. The speed at which consumers nominate a given
brand is an indicator of brand's visual salience. This type of research can provide valuable
insights into the effectiveness of packaging design and brand logos.

A number of commercial research firms (e.g. Interbrand,Millward-Brown,Nielsen (Asia) ])

monitor brand effects for key international brands and the topline survey findings are widely
published in business press, trade press and online. It is worth noting that these commercially
compiled lists are not popularity contests, but use clearly articulated methodologies to compile
lists based on consumer responses collected in structured research. However, these listings use a
variety of metrics, so the results are not directly comparable and it cannot be assumed that they
measure brand awareness. As with the interpretation of all research, it is important for readers to
familiarize themselves with the methodologies used in order to clarify what exactly is being
measured and how the data was collected.

Obviously, most marketers aim to build high levels of brand awareness within relevant market
segments, giving rise to a continuing interest in developing the right metrics to measure brand
effects. Metrics used to measure brand effects are collectively termed AAU metrics
(Awareness, Attitudes and Usage).

Brand awareness and the Hierarchy of effects

Brand awareness is a standard feature of a group of models known as hierarchy of effects

models. Hierarchical models are linear sequential models built on an assumption that consumers
move through a series of cognitive and affective stages, beginning with brand awareness (or
category awareness) and culminating in the purchase decision. In these models, advertising and
marketing communications operate as an external stimulus and the purchase decision is a
consumer response.

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A number of hierarchical models can be found in the literature including DAGMAR and
AIDA. In a survey of more than 250 papers, Vakratsas and Ambler (1999) found little empirical
support for any of the hierarchies of effects. In spite of that, some authors have argued that
hierarchical models continue to dominate theory, especially in the area of marketing
communications and advertising.

The hierarchy of effects developed by Lavidge in the 1960s is one of the original hierarchical
models. It proposes that customers progress through a sequence of six stages from brand
awareness through to the purchase of a product.

Stage 1: Awareness - The consumer becomes aware of a category, product or brand

(usually through advertising)

↓
Stage 2: Knowledge - The consumer learns about the brand (e.g. sizes, colours, prices,
availability etc.)

↓
Stage 3: Liking - The consumer develops a favourable/unfavourable disposition towards
the brand

↓
Stage 4: Preference - The consumer begins to rate one brand above other comparable
brands

↓
Stage 5: Conviction - The consumer demonstrates a desire to purchase (via inspection,
sampling, trial)

↓
Stage 6: Purchase - The consumer acquires the product

Hierarchical models have been widely adapted and many variations can be found, however,
all follow the basic sequence which includes Cognition (C)- Affect (A) - Behavior (B) and
for this reason, they are sometimes known as C-A-B models. Some of the more recent

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 adaptations are designed to accommodate the consumer's digital media habits and
opportunities for social influence.

Selected alternative hierarchical models follow:

Basic AIDA model: Awareness→ Interest→ Desire→ Action

Modified AIDA model:

Awareness→ Interest→ Conviction →Desire→ Action

AIDAS Model: Attention → Interest → Desire → Action → Satisfaction

Marketing Implications of Hierarchical Models

It should be evident that brand awareness constitutes just one of six stages that outline the typical
consumer's progress towards a purchase decision. While awareness is a necessary precondition
for a purchase, awareness alone cannot guarantee the ultimate purchase. Consumers may be
aware of a brand, but for different reasons, may not like it or may fail to develop a preference for
that brand. Hence, brand awareness is an indicator of sales performance, but does not account for
all sales performance. For these reasons, marketers use a variety of metrics, including cognitive,
affective and behavioral variables, to monitor a brand's market performance.

As consumers move through the hierarchy of effects (awareness→ knowledge→ liking→

preference→ conviction→ purchase), they rely on different sources of information to learn
about brands. While main media advertising is useful for creating awareness, its capacity to
convey long or complex messages is limited. In order to acquire more detailed knowledge about
a brand, consumers rely on different sources such as product reviews, expert opinion, word-of-
mouth referrals and brand/ corporate websites. As consumers move closer to the actual purchase,
they begin to rely on more personal sources of information such as recommendations from
friends and relatives or the advice of sales representatives. For example, the opinion of an
influential blogger might be enough to shore up preference/conviction while a salesperson might
be necessary to close the actual purchase.

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Purchase Funnel indicates that awareness is a necessary precondition for purchase

All hierarchical models indicate that brand awareness is a necessary precondition to brand
attitude or brand liking, which serves to underscore the importance of creating high levels of
awareness as early as possible in a product or brand life-cycle. Hierarchical models provide
marketers and advertisers with basic insights about the nature of the target audience, the optimal
message and media strategy indicated at different junctures throughout a product's life cycle. For
new products, the main advertising objective should be to create awareness with a broad cross-
section of the potential market. When the desired levels of awareness have been attained, the
advertising effort should shift to stimulating interest, desire or conviction. The number of
potential purchasers’ decreases as the product moves through the natural sales cycle in an effect
likened to a funnel. Later in the cycle, and as the number of prospects becomes smaller, the
marketer can employ more tightly targeted promotions such as personal selling, direct mail and
email directed at those individuals or sub-segments likely to exhibit a genuine interest in the
product or brand.

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Creating And Maintaining Brand Awareness

Brand advertising can increase the probability that a consumer will include a given brand in his
or her consideration set. Brand-related advertising expenditure has a positive effect on brand
awareness levels. Virtually anything that exposes consumers to a brand increases brand
awareness. “Repeat brand exposure in stores improves consumers' ability to recognize and recall
the brand. Increased exposure to brand advertising can increase consumer awareness and
facilitate consumer processing of the included information, and by doing this it can heighten
consumers brand recall and attitude towards the brand.

Brand marketers must consider how to manage awareness throughout a

product's entire life-cycle

To increase the probability of a product's acceptance by the market, it is important to create high
levels of brand awareness as early as practical in a product or brand's life-cycle. To achieve top-
of-mind awareness, marketers have traditionally, relied on intensive advertising campaigns,
especially at the time of a product launch To be successful, an intensive campaign utilizes both
broad reach (expose more people to the message) and high frequency (expose people multiple
times to the message). Advertising, especially main media advertising, was seen as the most cost
efficient means of reaching large audiences with the relatively high frequency needed to create

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high awareness levels. Nevertheless, intensive advertising campaigns can become very expensive
and can rarely be sustained for long periods.

As new products enter the market growth stage, the number of competitors tends to increase with
implications for market share. Marketers may need to maintain awareness at some predetermined
level to ensure steady sales and stable market share. Marketers often rely on rough and ready
'rules-of-thumb' to estimate the amount of advertising expenditure required to achieve a given
level of awareness. For instance, it was often held that to increase brand awareness by just one
per cent, it was necessary to double the dollars spent on advertising.

When a brand becomes established and attains the desired awareness levels (typically outlined in
the marketing plan), the brand advertiser will shift from an intensive advertising campaign to
a reminder campaign. The objective of a reminder campaign is simply to keep target audiences
aware of the brand's existence and to introduce new life into the brand offer. A reminder
campaign typically maintains broad reach, but with reduced frequency and as a consequence is a
less expensive advertising option. Reminder advertising is used by established brands, often
when they are entering the maturity stage of the product lifecycle. In the decline stage, marketers
often shift to a caretaker or maintenance program where advertising expenditure is cut back.

While advertising remains important for creating awareness, a number of changes in the media
landscape and to consumer media habits have reduced the reliance on main media advertising.
Instead, marketers are seeking to place their brand messages across a much wider variety of
platforms. An increasing amount of consumer time and attention is devoted to digital
communications devices - from computers and tablets through to cell phones. It is now possible
to engage with consumers in a more cost efficient manner using platforms such as social media
networks that command massive audiences. For example, Facebook has become an extremely
important communications channel. Moreover, social media channels allow for two-way,
interactive communications that are not paralleled by traditional main media. Interactive
communications provide more opportunities for brands to connect with audience members and to
move beyond simple awareness, facilitating brand preference, brand conviction and ultimately
brand loyalty.

The rise of social media networks has increased the opportunities for opinion leaders to play a
role in brand awareness. In theory, anyone can be an opinion leader e.g. celebrities, journalists or

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public figures, but the rise of the digital environment has changed our understanding of who is a
potentially useful influencer. Indeed, the digital environment has created more opportunities for
bloggers to become important influencers because they are seen as accessible, authentic and tend
to have loyal followings.Bloggers have become key influencers in important consumer goods
and services including fashion, consumer electronics, food and beverage, cooking, restaurant
dining and bars. For example, a recent survey by Collective Bias showed that when it comes to
product endorsements digital influencers are more popular than celebrities.

Findings showed that only 3% of participants said they would consider buying a celebrity-
endorsed item, in comparison to 60% who said they had been influenced by a blog review or
social media post when shopping. For marketers, the digital landscape has made it somewhat
easier to identify social influencers.

EXAMPLE

Coca-Cola is a well-established brand with a long history and one that has achieved market
dominance. For any brand, such as Coke, that controls some 70 percent of market share, there are
relatively few opportunities to enlist new customers. Yet Coca-Cola is always on the lookout for
novel communications that not only maintain its brand awareness, but that bring the brand to the
attention of new audiences. The company launched a campaign which became known as ‘Share a
Coke’, with the campaign objectives; "to strengthen the brand’s bond with Australia’s young
adults – and inspire shared moments of happiness in the real and virtual worlds." The campaign,
originally launched in Australia became so successful that it was subsequently rolled out to other
countries.

The concept was to introduce personalized Coke bottles or cans. Popular names were written in a
'look-alike Spenserian script' which is part of the Coke brand's distinctive brand identity. The
campaign organizers seeded social media by targeting opinion leaders and influencers to get
them to them lead the conversation and encourage others to seek out “Share a Coke” for
themselves. Within days’ celebrities and others with no connection to Coke were spreading the
concept across social networks. The campaign extended the audience reach as more people were
exposed to the messages. According to Coke's creative team, "That [Australian] summer, Coke
sold more than 250 million named bottles and cans in a nation of just under 23 million people".

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This campaign helped Coke extend its awareness across a broader age profile as they interacted
with each customer on a personal level.

Advertising industry in India

Introduction
Advertising definition:
Paid form of non-personal communication about an organization or its products that is
transmitted to a target audience through a mass/broadcast medium.

An advertisement film (variously called a television commercial, commercial

or ad in American English, and known in British English as a TV advert or simply an advert) is
a span of television programming produced and paid for by an organization, which conveys a
message, typically to market a product or service. Advertisers and marketeers may refer to
television commercials as TVCs.

Advertising revenue provides a significant portion of the funding for most privately
owned television networks. During the 2010s, the number of commercials has grown steadily,
while at the same time, the length of each commercial has diminished, according
to Nielsen.Advertisements of this sort have promoted a wide variety of goods, services and ideas
from comparatively early in the history of television

Advantages and Disadvantages:

Pros

 Flexibility allows you to focus on a small, precisely defined segment (School

newspapers) or a mass market (baseball show = Males, 35-50).
 Cost efficient-reach a large number at a low cost per person, allows the message to be
repeated, and can improve public image.
 Allows for repeating the message-lets the buyer receive and compare the messages of
various competitors.
 Very expressive, allows for dramatization.
 Also used to build a long term image of a product.

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  Trigger quick sales, Sears advertising a weekend sale.

Cons

 Rarely provides quick feedback, or necessarily any feedback

 Less persuasive than personal selling
 Audience does not have to pay attention
 Indirect feedback (without interactivity)

Scope and Importance of Advertising

Advertisements are important for:

 standardized products
 products aimed at large markets
 products that have easily communicated features
 products low in price
 Products sold through independent channel members and/or are new.

Broadcast Ad spending is at an all-time high due to heavy competition in the:

 Computer industry
 Telecommunications Industry
 Auto Industry

Whenever severe competition between marketers, introducing new products etc. Even with
evolution of direct marketing, and interactive media.

Nature of Advertising
Used by many types of organizations including Churches, Universities, Civic groups and
charities, politicians!!

Need to consider the following issues:

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  Does the product possess unique, important features to focus on Unique Selling
Point (USP)
 Are the hidden qualities important to the buyers?
 Is the general demand trend for the product adequate?
 Is the market potential for the product adequate?
 Is the competitive environment favourable?
 Is the organization able and willing to spend the required money to launch an advertising
campaign?

Use of Advertising
CLASSIC DISTINCTIONS

 Promoting Products or Organizations

Institutional Advertising promotes organizations, images, ideas or political issues. IE

Beer Company sponsors responsible drinking to promote the company image.
PHILIP MORRIS ADVERTISING

Product Advertising promotes goods and services.

 Stimulating Primary and Selective Demand

First to introduce product needs to stimulate primary demand. Pioneer Advertising

informs people about the product (introduction stage of the product life cycle). Do not
emphasize the brand name.

Can also be used to stimulate the demand for a product group, IE Beef council.

For Selective demand, advertisers use Competitive advertising, brand uses, benefits not
available with other brands. Can use comparative advertising, 1988 Trademark Law
Revision Act, cannot misinterpret. American Express et al.

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 Handout...When Visa and American Express...

Deals with the competitive advertising between Visa and Amex

AT&T True Rewards...using new kind of math/use former MCI customers

MCI Friends and Family...hammer advantages of friends FF..."Put It in Writing"...
Sprint 10 cents a minute

 Offsetting Competitors Advertising

Defensive advertising, offset to lessen the effect of competitors advertising. Used in fast-
food industry, extremely competitive consumer products markets.

 Making salespersons more effective

Tries to presell product to buyers by informing them of uses, features and benefits-
encourage them to contact dealers etc. Cars...bring to retail store.

 Increasing use of product

Consumer can consume only so much of a product; this limits absolute demand. May
need to convince the market to use the product in more than one way.

 Reminding and reinforcing customers

Reminder, need to keep company/product name at the forefront of consumers' minds in

the competitive marketplace. Reinforcement prevents cognitive dissonance.

 Reducing Sales fluctuations- Increase sales during slow periods will help increase
production efficiency, IE advertising reduced prices of lawn mowers in the winter months
(reduce inventory costs). Coupons for Pizza only Mon-Thurs.

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Television vs. Newspaper vs. Radio vs. Online Advertising Cost

According to the Small Business Administration, one 30-second television commercial during
prime time viewing (8 p.m. to 11 p.m.) can cost 10 to 30 times more than one radio spot during
drive time (which is considered prime listening time) or a full page ad in the newspaper.
The cost to start advertising your small business online is even less expensive, since you can set
your budget as low as $5/day.

Pros and Cons of TV Advertising

The reason television advertising is so costly, is because there are many benefits, including:

 Pairing sight and sound –

TV combines the power of radio and newspaper by being able to promote your product or
service both with sight and sound. This is a big advantage if you have a visually appealing
product that you think will sell best by people seeing it.

 Viewers are (relatively) attentive –

People watching TV usually have their main focus on the screen. Although some leave the
room or change the channel during a commercial, it’s been found that this is a relatively
small percentage of people watching.

 TV ads reach a large audience:

Advertisers want to have commercials on TV because of the large amount of people that
will see the ad.

 Television is the most effective advertising medium –

According to a study by Market Share, advertising on TV yields the highest return on

advertising spend.

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There are also a few disadvantages, including:

 Hard to make changes –

Since it is costly and time consuming to produce a TV commercial, it is unlikely you will
want to produce a new commercial when there is a special event or promotion going on.
This differs from print ads, where you can quickly make changes to the copy and switch
out your ads.

 Hard to target –

You can target broadly by airing products for stay at home moms during day time soaps,
or to sports fans watching ESPN. However, you can’t get as specific as you could online.

 People can fast forward through your commercial –

These days, many people have the ability to record and fast forward through their
programs. That means that a percentage of TV viewers are blowing right past your ad.

 Cost –

The cost of both advertising spots and producing the commercial is one of the biggest
disadvantages for small business owners. Although you can potentially get the cost back
plus profit, this is risky and not guaranteed for all advertisers.

When should you Advertise?

As we discussed in the cost section, some advertising spot times are going to be more expensive
to advertise during than others. Therefore, you may be tempted to advertise during the day or late
at night in order to save money. However, keep in mind that if you choose to advertise late at
night and your target audience does not typically watch television during that time, you are
actually spending more to reach someone that will be interested in your product or service. That

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being said, if you choose a station that is generally reflective of your target demographic, it may
be in your best interest to save money by buying wider rotations (ex: anytime between 5-10pm).

Another thing to consider is if you want your commercial to air during a specific show. You will
pay a premium to secure inventory on a program basis, so this option is best if you have a very
specific audience. For example, if you own a fishing supply store, you may want to advertise
during Deadliest Catch (show about fisherman) on the Discovery channel. In this case, the extra
cost is worth it because you know that a big percentage of the people watching will be interested
in your fishing gear if they’re watching a show about fisherman.

Number of Times You Should Run Your Ad

You will want to run your ad multiple times in order for your message to make an impression.

Here are a few tips:

 You want to first focus on one specific time.

 During that time, you want to advertise 3-4 times.
 One way of making your TV ad dollars go farther is to use a mix of 15 second
commercials and 30 second commercials.

You want the viewers of a show to think you’re a major advertiser and remember your ads. By
delivering two ads in 30 minutes or 3 during the course of an hour, you dramatically increase the
chance of viewer noticing your ad.

Let’s say you only have enough money to buy 5 spots per month. In this case you would want to
concentrate those ads over the course of 3 days. By concentrating the ads over a shorter period of
time, you will increase their impact. If the advertising works, you can expand your TV
advertising out into another week of the month. When you have the whole month saturated, you
can jump into advertising in another program on the same station.

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Product placement advertising

This is when a business pays to have their product featured in a television program. There are a
few different options for product placements within programs, but an inexpensive one that could
work for your budget is placement in a game show like the Price is Right. The good news is that
people won’t be fast forwarding through your product placement, since it is during the TV
program. The downside is that you lose one of the major benefits of TV commercials, which is
pairing a visual with a description of your product. View an example of product placements here.

The type of ad that you should use for your small business depends on availability and cost.
Work with your local station or media agency to decide which option will get your message
across most effectively. Keep in mind that only the first ad type on this list will play during
prime time shows. The rest of the ads are usually played during syndicated shows or on stations
during the day.

Media Realization
Media Definition:
Media in the marketing context is any type of format that is used for conveying information
especially promotional messages. It generally refers to the different channels of communication.
Mass media is the kind, which is specifically designed to capture a large audience

Types of Media
Media is of different types; it exists as traditional and new media.
Traditional Media
This kind of media makes use of strategies like TV, mail, direct sales, radio, print advertising
(like coupon books, magazines, billboards) and printed material for promotion (like brochures or
catalogues).

Advantages

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1. It could be that traditional media is the only way one can reach his target market. For instance,
if one wants to reach a retired CEO or manager; those are not elderly people who do not utilize
the internet, nor do they have social media accounts

2. As a marketer, there will definitely be a time and a place suitable for engaging in person to
person or direct selling for a product or service, and marketing it effectively. Such places could
include when at a party with friends or if one happens to be in a store and notices a customer
looking to buy a product produced by one’s company as well as others. You can aid her in
making the decision by talking to her about the product

Disadvantages
1) Cost prohibitive and expensive: Most of the small and medium businesses find it too
expensive to purchase advertising for radio, TV or print. The costs are quite high for hard copy
prints of business cards, brochures and mailers. Difficulty in tracking results: It is hard to
establish results of the advertising efforts

2) Quantitatively. For instance, once you serve a brochure to a customer and he/she goes away,
you have no way of knowing the outcome of your efforts. As such, it is hard to know which
strategies are most effective.

3) Requires help from Outside: Activities like creating advertisements for radios and TVs,
buying media and printing of materials, all require help from outside which adds on to the costs
incurred by the business.

4) Forced: Usually the customers do not ask for the marketing of products, traditional media
imposes the advertising on them. This means they will not really be interested in knowing more
about the product being advertised. Moreover, some had bad moods and could get offended if
approached like in the direct sales method. They then end up having a negative attitude towards
the brand.

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New Media
This process involves marketing of products and services by use of the internet (online). This
strategy works for those individuals who derived their business from the internet solely; for
example, mommy blogger. It can also work for business people who have actual brick and
mortar businesses, but opt for web advertising. Under the new media, strategies like search
engine optimization, website creation, social media, banner ads, email marketing and pay per
click advertising are utilized (Tan, D.,2010).’

Advantages
1) Results can be measured. For instance, if facebook is the platform used, the number of likes
on a page can show the market share that has been attracted.

2) Cost effectiveness: The only thing needed to do with this type of strategy is to open an
account; for example, on twitter or facebook, which is currently free of charge. Once the
account is set up or the business page, everything else will just flow. New product images or
videos can be uploaded and shared free of charge.

3) Immediate availability of result and data: In case of a survey being conducted online, the
data is easily gotten and it is gotten in real time. Comments on updates on the business page
also present the data right before the businessman. This facilitates faster decision making if
the decision depended on the results.

4) Accessibility: Any business can use this method, whether big or small. There are no
restrictions as to who can own an account on what site or who can send email. 8) Since there
is not much work involved, unless it is a really big company with multiple products, then
one person can handle the site on his own.a multi-mix media approach drives new product
awareness. This is especially beneficial to starting businesses for those who have no money
to spend on advertising costs and outside help.

Disadvantages

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1. This method is dependent on the levels of interaction of customers with the internet. It might
not be a success if the target customers do not have access to the internet or are not regular to the
internet.

2. Time consuming: It demands lots of time from the administrators as new content has to be
created continuously. The content also needs editing, approval and publishing. The business
pages and websites need maintenance and the comments and posts left by customers have to be
reviewed and responded to.

3) It is very easy to be inconsistent or to mismanage the identity of the brand in forums, social
media and blogs. This could cost the business, in terms of, drop in market share due to loss of
interest or disapproval by customers

4) It is important to balance both methods. The internet marketing is affordable and effective
and this is crucial for a business. Ultimately, the business plan should include a research plan so
as to be able to determine the best method to employ.

Media and Branding

Media have greatly influenced the relationship between consumers and businesses, especially the
social media. They have a large number of connections with the most attention commanded from
user base. The connections built in real life by networking have lots of potential). Products and
services are introduced to consumers meaningfully, that is through a two-way conversation. The
social media can be a very important channel of a brand. Feedback on a company’s products is
easily accessed. Social media users say what the product means to them at that time and so the
data collected from such forums is real. This is beneficial in the improvement of strategies for
better customer satisfaction. It will enable the business to know and understand the situation on
the market for better strategizing. The media can; however, be disastrous too. If constant
attention is not given to the website or the social media account such that the correct information
is posted and customers’ questions are answered, it could lead to a loss of customers and a
decrease in market share. There has to be someone constantly online, which can be tiresome.

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Sometimes the service provider loses network for a while. Depending on the duration taken, the
potential market could be acquired by someone else elsewhere. It is; therefore, risky sometimes.
With the current technological advances, many people are now hacking into other people’s
accounts on the social network. The business page could; therefore, be hacked and the
information tampered with, which could maybe result in wrong information being fed to
customers, who might forego any purchasing
BARC (Broadcast Audience Research Council)

BARC (Broadcast Audience Research Council) India is an industry body set up to design,
commission, supervise and own an accurate, reliable and timely television audience
measurement system for India.

Guided by the recommendations of the TRAI (Telecom Regulatory Authority of India) and MIB
(Ministry of Information and Broadcasting) notifications of January 2014, BARC India brings
together the three key stakeholders in television audience measurement - broadcasters,
advertisers, and advertising and media agencies, via their apex bodies.

BARC India is committed towards establishing a robust, transparent and accountable governance
framework for providing data points that are required to plan media spends more effectively.

(BARC) India is a joint-industry not-for-profit body that publishes weekly TV viewership data
for India. It is mandated to design, commission, supervise, and own a television audience
measurement system for India, and provides Indian broadcast sector with a real-time television
rating points (TRP) measurement system. BARC India was set up by the three key stakeholder
bodies in Indian broadcast sector - the India Broadcast Foundation (IBF), Advertising Agencies
Association of India (AAAI) and Indian Society of Advertisers (ISA).
It uses Audio Watermarking technology to measure viewership of TV channels, and the system
also allows measurement of time-shifted viewing and simulcasts. The company was incorporated
in 2010 and is based in Mumbai, India

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Three Promoters of BARC INDIA

THE INDIAN SOCIETY OF ADVERTISORS.

INDIAN BROADCASTING FEDERATION

ADVERTISING AGENCIES ASSOCIATION INDIA

BARC: TV Audience Measurement Methodology

The entire BARC India process can be broadly bucketed as follows:

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  Establishment Survey - A research study used to gather specific details of households and
individuals to be used together with Census data in the preparation of universe estimates for
TV audience characteristics – geographic, demographic, socio-economic status, etc. The
Establishment Survey also serves as a randomly selected pool of TV owning households for
use in the ongoing selection and recruitment of panel households

 Panel Locations & Identification - Identification of a specific sample locations

 Panel Selection and Training- Selection, recruitment, meter installation & training of
household members

 Panel Management- Supervision of panel operations with strict adherence to established

standards

 Measurement and Viewing Data Capture- Watermarking and BAR-O-Meter Technology

used to identify &capture TV viewing events

 Processing, Audience Estimation and Reporting- Process of error checking, editing,

validating, weighting, projecting to universe and delivering audience estimates to BARC
India clients in a form suitable for reporting, analysis and commercial use

 BARC India Media Workstation (BMW)- BARC’s desktop software application used to
report and analyze audience data in theformat required by individual customer segments.

A number of factors distinguish the BARC India rating system.

1. Transparency
BARC India follows the Ministry of Information & Broadcasting’s notification with regard to:
Sample size: The minimum panel size is 20,000 reporting homes, and this number will rise by
10,000 homes every year until it reaches 50,000 reporting panel homes.

Ownership: No broadcasting or advertising company will be allowed to hold more than 10% of
BARC’s shares.

Audit: We subject ourselves to both external and internal audit.

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2. Advanced watermarking technology
BARC India uses an advanced, audience measurement technique - audio watermarking, to track
content through its broadcast cycle. This is a code inserted into the audio channel of the
television signal which transmits through the distribution platforms and cannot be, either
deleted or overwritten in the cryptographic family it adopts. This increases the integrity and
reliability of the data generated by BARC India’s ratings.

3. Includes rural households in sample

In the first round, about 30% of the sample comprises rural households, at an all-India level.

4. Comprehensive reporting
BARC India’s system reports the following also:
Time shifted viewing: Metrics of programs that are recorded and viewed later. We observe
VOSDAL+7, i.e. Viewed on Same Day as Live + 7 days after.

Simulcast viewing: Details of programs broadcast simultaneously on more than one channels –
viewership of every individual channel can be reliably tracked.

Viewing as per the New SEC (NCCS): Details as per the new classification based on the
education of Chief Wage Earner of the family and the number of durables owned by the home
from a predefined list of 11 durables.

5. Advanced BAR-O-meters
The BAR-O-meters we place in our metered homes are compact and use the latest technology.
They have a 3rd-generation OLED display (being more easily visible, this facilitates interaction
between the viewer and the bar-o-meter) and an embedded SIM to automatically upload
viewing data (tie-ups with leading GSM operators ensure wide coverage).
As they are indigenously manufactured, they cost almost one-sixth the price of imported
meters, which lets us deploy a lot more of them to measure viewership.

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6. Platform agnostic
The BARC India system captures data about TV content consumed through any form of
distribution – Terrestrial, DTH, Analog Cable, Digital Cable and Digital.
7. Compliance
BARC India has an audit mechanism in place to ensure its internal processes and Govt.
guidelines are being followed.

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OBJECTIVE
The objective of this research study is to investigate online consumer behavior, which in turn
provides E-marketers with a constructional framework for fine-tuning their E- businesses’
strategies. The specific objectives of this research are:

 To study the importance of social media and how companies can use social media as an
important tool to reach out to their customers.
 To study the effect of social media marketing on the buying decisions of customers.
 To study how companies, use social media in their business processes, which will transform
their relationships with customers.

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SIGNIFICANCE
Important Role of Social Media in Brand Building

Branding is not only for enterprises. Branding can also be for an item or a person. It feels
extraordinary to fabricate an accumulation of yourself on the web. Using social sites like Twitter,
Facebook, and Google+, it becomes super easy to build up an understanding of yourself. This
will prove to be useful when you are out meeting new individuals and showcasing your ability to
the world.

Why Social Media is Important for Branding?

Social media marketing offers equal weights for everyone. Everybody has a voice and
everybody can share their opinion. Different types of social media platforms and tool are
available. You just have to use these platforms and tools to build your brand.

Brand exposure is the reason to use social media

According to the report of Social Media Marketing Industry, social media marketing is a must
have strategy for branding. Here are some important reasons to choose social media in brand
building.

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  Google Adores Social Media

Social media marketing is incredible for SEO. Due to the very intuitive nature of online
networking, the major platforms are at the highest point of the query items for your keywords.
You just have to realize what your audience is scanning for, and utilize these keywords all
through your social media sites and web journal.

 Social Proof Your Brand

Many customers are hunting online for the solutions to their problem, they are cross checking,
looking for suggestions and conclusions. By having a drawing in the online networking vicinity,
you are demonstrating that your business is trustworthy and can be trusted.

 Humanize Brand

By having straightforward and genuine social media vicinity and being interested in feedback,
you are permitting your business sector to get no holds barred. You can become acquainted with
your audience and let them to become acquainted with you. People buy products or services from
individuals or brands they like, know and trust. Engaging social media sites can help you a lot.

 Converse with Your Business Sector

Social media marketing allows two-way correspondence which is very important for discussion
and gives your business the chance to connect and join with your group of onlookers. You can
plant seeds in the middle of the discussion; however, this is not a direct marketing tool. This is a
customer relationship management tool.

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Important Facts about Social Media

Stats about social media effectiveness

 86% of online marketers said that online networking was imperative to their
organizations.
 More than a large portion of advertisers who have utilized social media for more than 3
years reported an increment in deals over that period.
 By spending at least 6 hours per week, more than 60% of advertisers see lead era
advantages with social media.
 More than 85% of all organizations that have a devoted platform of social media as a part
of branding strategy reported an increment in their business sector.
 More than 70% of social media marketers reporting positive results regarding traffic
increment as one of the real advantages of social media.

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Actionable Social Media Tips for Branding

 Express Yourself with Longer Post:

On the off chance that you feel constrained by Twitter’s 140-character count, do not
hesitate to develop a point with posts on different social media platforms like Facebook,
Tumblr, Google+ and LinkedIn.

 Make Your Posts Stand-Out:

Do you want your posts to get lost? No, right? Add an image or related links to discrete
your posts from the downpour of different posts.

 Call-to-Action:

Create call to action buttons in your social media posts.

 Reinforce Your Facebook Connection:

If you are not getting the reaction you are after from the Facebook page of your brand,
create groups to spark more Facebook connections.

 Share Your Criticism:

When you get feedback from your customers, do not be reluctant to highlight it.

3 Questions to Ask Before Choosing the Right Social Media Platform for Branding

#Question 1: Who is Your Target Audience?

The main step is to recognize who your target audience is. You need to be very specific as it will
make your choice less demanding. Record the responses to the following questions:

 How old is your audience?

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  Who is your target audience?
 Male or female audience?
 What is their education and income level?

#Question 2: What are Your Objectives?

When you know your target audience, you have to characterize the objectives for that gathering
of people. As an entrepreneur, your essential objective will probably be to drive deals by
drawing in clients—yet, there are other imaginative objectives for social media.

#Question 3: Where are Your Customers?

Since you have your target audience profiled and your objectives characterized, it is an
opportunity to discover your group of onlookers. To do this, you are going to figure out which
social media platform your crowd utilizes by taking a gander at the demographics of the
customers on social media platforms. You will likewise need to consider how dynamic your
audience is on that SM platform.

Some Useful Tools for Social Media Branding

 Twitter: An extraordinary tool to unite and stay aware of the Tweets on your brand.
 HootSuite: A fully fledged social media management platform that can be used to keep
track of your mentions among other things.
 CrowdBooster: It is a free tool. It helps to see the progress of your campaigns.

Bottom Line:

Many big brands use different kinds of social media strategies like social media campaigns
and contests to effectively pick up visibility and generate more leads. To exploit this impact, give
your audience important incentives that energize them and make sure that your campaigns and
contests offer value to all members.

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COMPANY PROFILE

Global Leader in IT Services, Consulting, Technology and Digital Solutions with a Large Network
of Innovation & Delivery Centres. Go Business India was founded in 2008.

Go Business India. Is an Indian Information Technology (IT) Service, Consulting , Business

Marketing , Business Solutions. Company Headquartered In New Delhi, Delhi .It is a subsidiary
of the Go Business India Group and operates in 3 Countries. Go Business India is on of the
largest Company in Online & Offline Marketing agency. With over 1000+ dedicated employees,
Go Business India has amongst the largest pool of Internet marketing professionals you will find
at an agency. Go an experienced management team, which provides strategic direction, leads
Business India and support for the company. Our management team’s hands-on approach has
led to Go Business India becoming a leading IT Service provider around the world.

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Contact Details

Go business India is a digital solution company having its headquarter at New Delhi .

Street Plot 125 Nand Vihar , Dwarka Sec 16-A

City New Delhi

Postal Code 110078

Country India

Email info@gobusinessindia.com

Homepage https://www.gobusinessindia.com/

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TRADE PROFILE

Broadcasting

Broadcasting is the distribution of audio and video signals (programs) to a number of recipients
("listeners" or "viewers") that belong to a large group. This group may be the public in general,
or a relatively large audience within the public. Thus, an Internet channel may distribute text or
music worldwide, while a public address system in (for example) a workplace may broadcast
very limited ad hocsoundbites to a small population within its range.

The sequencing of content in a broadcast is called a schedule.

Television and radio programs are distributed through radio broadcasting or cable, often
simultaneously. By coding signals and having decoding equipment in homes, the latter also
enables subscription-based channels and pay-per-view services.

A broadcasting organization may broadcast several programs at the same time, through several
channels (frequencies), for example BBC One and Two. On the other hand, two or more
organizations may share a channel and each use it during a fixed part of the day. Digital
radio and digital television may also transmit multiplexed programming, with several
channels compressed into one ensemble.

When broadcasting is done via the Internet the term webcasting is often used.

Broadcasting forms a very large segment of the mass media.

Broadcasting to a very narrow range of audience is called narrowcasting

Television

In a broadcast system (television), journalists or reporters are also involved with editing the
video material that has been shot alongside their research, and in working on the
visual narrative of the story. Broadcast journalists often make an appearance in the news story at
the beginning or end of the video clip.

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 In television or broadcast journalism, news analysts (also called news-casters or news anchors)
examine, interpret, and broadcast news received from various sources of
information. Anchors present this as news, either videotaped or live, through transmissions from
on-the-scene reporters (news correspondents).

News films ("clips") can vary in length; there are some which may be as long as ten minutes,
others that need to fit in all the relevant information and material in two or three minutes. News
channels these days have also begun to host special documentary films that stretch for much
longer durations and are able to explore a news subject or issue in greater detail.

The desk persons categorize news stories with various formats according to the merit of the
story. Such formats include AVO, AVO Byte, Pkg, VO SOT, VOX POP, and Ancho Visual.

 The AVO, or Anchor Voice Over, is the short form of news. The story is written in a gist.
According to the script visual is edited. The anchor reads the news while the visual is
broadcast simultaneously. Generally, the duration of an AVO is 30 to 40 seconds. The script
is three to four lines. At first the anchor starts to read the news, and, after reading one or one-
and-a-half lines, the visual is aired, overlapping the face of anchor.
 The AVO Byte has two parts: An AVO, and one or more bytes. This is the same as an AVO,
except that as soon as the AVO ends, the Byte is aired.
 The Pkg has three parts: Anchor, Voice Over, and Sign Off. At first a Script is written. A
voice over anchor reads the anchor or anchor intro part.

Media and Entertainment Industry

Latest update: September, 2018

 The entertainment industry continues to be dominated by the television segment, with the
segment accounting for 44.24 per cent of revenue share in 2017, which is expected to grow
further to 48.18 per cent by 2021.

 Television, print and films together accounted for 79.54 per cent of marketshare in 2017, in value
terms.

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 Print media would be the 2nd largest sector in the overall entertainment industry in India,
following which sectors of Out of Home (OOH) and Radio are expected to contribute almost 2
per cent each to the entire industry by 2021.

 Indian digital marketing industry generated revenues worth US$ 134 billion in FY2018 (till
December 2017).

Note: FY - Indian Financial Year (April to March)

Source: KPMG – FICCI Report 2017, Economic Times

 Regional entertainment channels comprise mostly of regional GECs (General Entertainment

Channels), regional movies and regional music.

 GECs accounted for 29.6 per cent of the total television viewership share in 2015 followed by
viewership of regional movies with 6.6 per cent.

 In online media, the rise in literacy rates, significant population growth, the rise in incomes in
smaller towns and the entry of big players in regional markets is likely to drive future expansion
of circulation and readership across India.

 Viewership in South India is dominant for regional entertainment as Tamil and Telugu channels
together account for more than half of total viewership. It is comparatively less for Oriya and
Bhojpuri, which is equivalent to only 2 percent each.

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The Indian Media and Entertainment (M&E) industry is a sunrise sector for the economy and is
making high growth strides. Proving its resilience to the world, the Indian M&E industry is on
the cusp of a strong phase of growth, backed by rising consumer demand and improving
advertising revenues.
The industry has been largely driven by increasing digitization and higher internet usage over the
last decade. Internet has almost become a mainstream media for entertainment for most of the
people.
video streaming platform, has raised US$ 1.2 million in a seed round from seven angel
investors, which will be used for scaling its technology infrastructure and invest in content
Market Dynamics
The Indian media & entertainment sector is expected to grow at a Compound Annual Growth
Rate (CAGR) of 13.9 per cent to touch Rs. 2.42 trillion (US$ 37.57 billion) by 2021, while
revenues from advertising is expected to grow at 15.3 per cent to Rs 1.08 trillion (US$ 16.74
billion).

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Over FY 2016-21, radio will likely grow at a CAGR of 16.1 per cent, while digital advertising
will grow at 30.8 per cent. The largest segment, India’s television industry, is expected to grow
at a CAGR of 14.7 per cent, while print media is expected to grow at a CAGR of 7.3 per cent.
India is one of the highest spending and fastest growing advertising market globally. The
country’s expenditure on advertising is expected to grow at 12 per cent to Rs 61,100 crore (US$
9.47 billion) in the year 2017.Television segment, which continues to hold highest share of
spending, accounts for 41 per cent of the total market share, and is expected to grow by 10.3 per
cent in 2017. The advertising spending over the print medium is expected to grow by 5.7 per
cent.

The Foreign Direct Investment (FDI) inflows in the Information and Broadcasting (I&B) sector
(including Print Media) in the period April 2000 – March 2018 stood at US$ 6.49 billion, as per
data released by Department of Industrial Policy and Promotion (DIPP)
.
Recent Development/Investments

 PVR Cinemas plans to add around 75 screens across India during FY 2017-18, thereby
raising its capacity to 650 screens and has a target to achieve 1,000 screens in India by
2020.
 Hotstar, a digital streaming platform owned by Star India Ltd, has entered into a
partnership with Zapr Media Labs, a media tech company based in Bengaluru, to perform
analysis on mobile audience that can be leveraged by brands to create personalised
communication.
 Bigtree Entertainment Pvt. Ltd, which owns Bookmyshow, has acquired a 75 per cent
stake in Townscript, an online event registration and ticketing platform based in Pune.
 PE major Warburg Pincus has purchased 14 per cent stake in India’s largest multiplex
chain PVR Ltd for Rs 820 crore (US$ 123 million).
 ITW Consulting, a global sports consulting and management company, has forayed into
the Indian market by launching its entertainment, media and communication arm, ITW
Playworx, which will be based in Mumbai with offices across Delhi, Bengaluru, Chennai
and Kolkata.

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  Carnival Cinemas, the third largest cinema multiplex chain in India, has partnered with
Odisha government to build 30 entertainment centres or recreation zones over 1-1.5 acres
of land in tier-II or tier-III locations of each district.
 Dekkho, an online licensing.
 Amazon has launched its Prime Video service in India at a competitive annual
subscription price of Rs 499 (US$ 7.48), with a one-month free trial, including range of
Hollywood as well as international movies, TV Shows and nine Indian original shows, in
its content library.
 Reliance Capital, part of Anil Ambani-led Reliance Group, has announced the sale of its
radio and television broadcasting businesses under Reliance Broadcast Network to the
Zee group for Rs 1,900 crore (US$ 285 million).

Here are highlights of all the sub-segments covered in the report:

Radio saw a 14.6 percent growth led by volume enhancements in smaller cities, partial roll out of
Batch 1 stations and a marginal increase in effective advertising rates. However, weak uptake in
Batch 2 auctions of Phase 3 and delays in the rollout of majority of Batch 1 stations, coupled
with adverse impact of demonetization dampened the overall sentiment.
It is expected to be the fastest-growing among the traditional mediums at a CAGR of 16.1
percent, arising from operationalization of new stations in both existing and new cities,
introduction of new genres and radio transitioning into a reach medium.

The television industry clocked a slower growth in 2016 at 8.5 percent, largely due to tepid
growth of 7 percent in subscription revenues and a lower-than-estimated 11 percent growth in
advertising revenues. Evolution of free-to-air channels post expansion of rural measurement in
the television segment coupled with the impact of 4G rollout, and consequently, the price wars,
has been a key trend for the industry in 2016. These two factors have resulted in media
consumption penetrating deeper into India and led to a realignment of strategy by both media
companies and advertisers. Over the period 2017-2021, the industry is expected to grow at a
CAGR of 14.7 percent, with advertising and subscription revenues projected to grow at 14.4
percent and 14.8 percent, respectively. The projections remain robust due to strong economic

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fundamentals, rising domestic consumption and growing contribution of rural markets coupled
with the delayed, but eventual completion of digitization.

As expected, digital advertising continues its high growth trajectory with a 28 percent growth in
2016. It now constitutes 15 percent share in the overall advertising revenues, with a minor hiccup
due to demonetization. Here, again, 4G rollout and resultant price wars are proving to be
beneficial for the sector. Digital advertising is projected to grow at a CAGR of 31 percent to
reach Rs 294.5 billion by 2021, contributing 27.3 percent to the total advertising revenues. Better
content and lowering data costs, coupled with advancement in infrastructure and evolving
audience measurement technology will contribute to tremendous growth for the industry.

For the print industry, the report states that the revenue growth witnessed a slowdown at 7
percent in 2016. While English newspapers remained under pressure, regional language papers
demonstrated strong growth. But they too were adversely affected due to demonetization given
their high dependence on local advertisers. Print is expected to grow at 7.3 percent, on the back
of continued growth in readership in vernacular markets and advertisers’ confidence in the
medium, especially in tier II and tier-III cities. The report, however, acknowledges that the rise
in digital content consumption poses a long-term risk to the industry.

2016 did not seem to be a good year for the film industry as well, which grew at a slow pace of 3
percent. The industry was affected by decline in core revenue streams of domestic theatricals and
satellite rights, augmented by poor box office performance of Bollywood and Tamil films.
However, expansion of overseas markets, increase of depth in regional content and rise in
acquisitions of digital content by over-the-top platforms are expected to be the future growth
drivers that would help the segment bounce back at a forecast CAGR of 7.7 percent.
Dwindling screen count and inconsistent content quality could prove to be limiting factors for
this industry to grow.

Out of Home (OOH) industry also registered a slowdown in growth rate at 7 percent majorly
due to the adverse impact of demonetization. It is projected to grow at a CAGR of 11.8 percent

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primarily driven by development of regional airports, privatization of railway stations, growth in
smart cities, setting up of business and industrial centers, and growing focus on digital OOH.

The Animation and Visual Effects (VFX) industry grew at 16.4 percent, driven majorly by a 31
percent growth in VFX. The industry is estimated to grow at a CAGR of 17.2 percent over 2017–
21.

The 4 Essentials to Building Your Brand on Social Media

Whether you want to sell products, gain subscribers, persuade followers to a point or sway the
hearts and minds of readers to your cause, they’ve got to know who you are in the first place.

Your ability to encourage any of these actions comes from your brand’s authority -- and one of
the best ways to build that is through the savvy use of social media. In fact, recent research from
E-consultancy shows that 71 percent of brands plan to invest more heavily in social media in the
coming year to reach new followers and build brand reputation.

Want to join their ranks and become known in your industry? Here’s everything you need to
know about using social media to build your brand:

1. Choose networks that support your brand image.

According to Convince and Convert, 22 percent of Americans use social media multiple times a
day, making it one of the best mediums on which to build your brand. There are literally
hundreds of social networks out there, but most of them aren’t worth investing your time and
energy.

Instead, find the platforms that support your brand image, taking the following factors into
consideration:

 Facebook is by the far the best platform for promoting brand awareness, as nearly three
quarters of Americans adults use the site. Facebook is a great platform for promoting
virtually any brand, due to its very heterogeneous user base.
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  Instagram is a great option for brands that rely heavily on images, such as clothing
companies and retailers. It’s also particularly effective for reaching young adults,
Hispanics and African Americans.
 While Google+ hasn’t taken off as well as many people predicted, it can be a great
platform to reach men in the technology industry, as two-thirds of the network’s users are
men, most of whom work in engineering or other technical professions.
 Pinterest is an excellent social network to reach women, especially for brands selling
jewellery or clothing.
 Finally, if you operate a business-to-business company, LinkedIn is a stronger choice for
promoting business-related content and connecting with other corporate influencers.

2. Provide valuable and shareable content.

It should go without saying, but you’ll create a much stronger brand reputation if you focus on
creating useful content that viewers will want to share, rather than cranking out content to meet
arbitrary publishing calendars or that covers subjects only you’d want to read.

Keep the following principles in mind as you craft content for social sharing:

 Every single piece of content you share should support your brand image. Remember,
humour can be difficult to pull off. If you can use memes effectively, they can be
powerful brand-building tools. But if you aren’t 100 percent sure how your audience will
respond to your image, resist the temptation to create memes or engage in click bait
strategies that have the potential to reflect poorly on your company.
 Figure out which content is most likely to gain visibility on your social networks. Images
may resonate better with your audience than blog posts, but you won’t know that if you
don’t look at your data.
 Don’t be afraid to use visual content. Articles with images receive 94 percent more
views. Twitter content with images receives nearly twice as many views as text posts,
even though there are seven times more text posts on Twitter.

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One of the easiest ways to create content for deployment on social media profiles that’ll support
your brand building efforts is to see what types of posts others have been successful with and put
together your own, better versions.

Say, for example, that one of your competitors has received good social traction with a blog post
titled “12 Strategies for Increasing Website Traffic.”

Instead of wasting your time building content around unproven topics, you could release a
stronger content piece on this same subject. For instance, you could put together a post titled
“102 Strategies for Increasing Website Traffic,” or you could go through your competitor’s list
of techniques and put together your own guide that goes into more depth on how to put these
principles into action.

3. Leverage influencers.

Publishing killer content to your social profiles is important, but it’s only one part of the
equation. If you have a relatively unknown brand, your voice is likely getting lost in the noise.
While you can eventually build your own audience through the creation of great content, this
strategy is going to take time.

A much faster approach is to leverage the audiences existing influencers in your industry have
already built. There are a few different ways you can do this:

 Mention their names or cite their websites in your content pieces. Influencers with
Google Alerts or other notifications set up on their names will see your content after it’s
published.
 Tag any influencers you’ve referenced when sharing content to your social media
profiles.
 Email influencers after you’ve published your content to let them know they’ve been
referenced in your work.

The goal of all these different actions is to get them to share your content piece with their
followers via social networking. It can take time to build up the kinds of relationships that lead to

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influencer sharing, but if you’re consistent about producing quality content, your efforts will get
noticed.

4. Use social campaigns to promote content.

Finally, keep in mind that, in an age of diminishing organic reach, paid campaigns -- especially
those run through native advertising platforms -- may be one of your better options for building
your brand on social networks.

A growing number of brands use strategies such as contests and other social media campaigns to
successfully gain visibility and generate leads.

To take advantage of this effect, provide your audience with valuable incentives that encourage
user participation and make sure that your campaigns offers value to all participants.

While social media is one of the most powerful ways to reach new leads, it’s easy to waste time
or alienate people if you don’t use it appropriately. That’s what makes having a sound social
media strategy in place so important.

If you make it a priority to consistently share great content and leverage the power of existing
social media influencers, your brand building efforts are bound to pay off in the long-run.

5. Ways Brands Build Trust Through Social Media

Using social media for business marketing has been a hot topic for years now, but brands are still
trying to harness the power of the digital social sphere to discover the best ways to directly
impact their bottom lines. As social media use advances, so does the frequency in which brands
are reaching out to their audiences to engage them through these channels. One tactic that might
be lost in all of this is the importance of using social media channels to build trust with your
current and potential brand advocates. As humans, without trust, our relationships can never go
past a certain level. The same goes for brands building relationships with consumers.

Before true customer engagement can happen, companies must first build a social media
dialogue that leads to a trusting relationship. How do they do this? If you think about it, social

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media isn’t really new. Social media used for digital marketing is a form of traditional public
relations disseminated through new channels. But unlike traditional marketing, social media
gives brands a chance to interact directly and immediately with their customers.

Much of the talk in the digital marketing industry today is about how search engines
like Google are continually updating their algorithms to provide the most relevant search results
and content possible. What some companies don’t realize is social media sites like Facebook,
Google+, Twitter, LinkedIn, and Pinterest have become search engines themselves. Instead of
going to a traditional search engine, consumers might go directly to a social media channel to
search for content and to learn more about products or services. Social media audiences have
grown substantially over the past few years and the demographics have expanded drastically.
Brands can no longer ignore this opportunity for communicating brand value and building brand
trust by engaging with existing and potential customers.

To develop tips on how brands can build trust through social media. Trust is the most crucial
element of social media, but it’s where brands continue to fall short right out of the gate. The
following are six ways brands can begin to build trust through social media.

1. Communicating Thought Leadership:

One way for a brand to lose credibility with a social audience is to simply spam them with
“opportunities” to purchase a product or service without providing any value. This value can
come in many forms, but should be designed to teach, entertain, ignite discussions, and gain
honest feedback. Social media is the perfect platform for a brand to communicate their
expertise in a given industry, and do so by providing great content that people will share with
others. This is how companies can become thought leaders in their space.

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2. Transparency:

This is an area that executives and decision makers have feared the most but a hurdle that
must be overcome for a company to be successful using social media. In today’s digital world,
transparency is an inherent reality, as people will be talking about issues associated with your
brand online. Companies need to embrace this and get involved in guiding that conversation.
In a report from e-Marketer, 77% of buyers said they are more likely to buy from a company
if the CEO uses social media, and 82% trust the company more. This is impressive, and
telling of how consumers want to engage with brands and top-level executives.

3. Quick & Responsive Customer Communication –

If consumers know they can reach out to your company via social media and are encouraged
to do so, this is a good opportunity to provide great service in front of a large audience. Don’t
be afraid of customer complaints. Address them head on. These opportunities can often turn
into great testimonials when customers are handled with care.

4. Ensures Accountability:

When companies are openly engaged in social media and encouraging their audience to
interact with them, it ensures a certain level of accountability. In using social media
aggressively, a brand can essentially hold itself accountable for providing great products,
services, and customer service. They can’t afford not to! But isn’t that the goal anyway?

5. Fun & Simple Engagement:

Another way to build and maintain trust is through entertainment. Don’t always make it
about your company and its services or value. This goes back to thought leadership
and content marketing. Provide value in a fun and creative way through daily content, apps,
videos, contests, sweepstakes, and info graphics. The opportunities are endless.

6. Social Responsibility:

A great way to build trust with your customers is to let them know that you care about others
more than just yourself. The same goes for building brand equity. Socially responsible brands

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 often gain more momentum because their customers know they aren’t just about profits, but
also giving back to their communities or the world around them. Social media channels are
the perfect platform to communicate this message and let it spread organically. For example,
Marriott is running a check-in campaign that encourages guests to check-in and the hotel will
donate $2 to charity. This promotion is intended to leverage a typical social interaction for
the greater good.

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RESEARCH METHODOLOGY

What Is Research?
Research is the focused, disciplined inquiry into a question for which the answer is not securely
known. Research is best thought about as "a contribution to knowledge". The researcher, by
studying the question with the best methods of inquiry, contributes to the understanding and
knowledge of the entire community of researchers and knowledge seekers.

In the typical research project, the researcher begins by asking a first question and then making a
"review of the literature" to demonstrate that the question is real, is subject to disciplined inquiry,
and is open; he or she proves that other researchers are interested in the question and that the
answer is not yet known. In this section the researcher may modify or limit the question. This
section is called the "review".

Then the researcher conducts an inquiry, applying some disciplined method to answering the
question or some part of the question. Generally, but not always, this requires gathering new
evidence. Sometimes it means re-examining evidence already supplied in earlier research. This
section is sometimes called the "method" or "process".

The evidence is subjected to an analysis, often but not always involving statistics. The
researcher is then able to claim that his hypothesis has a better than chance probability of having
some truth. This is called the "analysis" section" of research.

In the next step the researcher discusses the project, the existing knowledge, and this new little
bit of knowledge, and the limitations of his or her methods, and then draws conclusions about
what is now known and what else still needs to be examined. This is called the "discussion"

The research report is then published in a research journal. Other researchers then can find the
report and refer to it when conducting their own review and choosing their own method. This is

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why research is called "a contribution to knowledge", Knowledge = the archival record of all of
those journals in the research libraries.

One last point. These general outlines are true whether the research inquiry is in the sciences,
practical fields like education or medicine, or even humanities disciplines such as philosophy and
literary criticism, though sometimes in the humanities disciplines the parts of the study are not as
clearly marked as they are in the sciences.

What are the purposes of Research?

Patton (1990) pointed out the importance of identifying the purpose in a research process. He
classified four types of research based on different purposes:

1. Basic Research: The purpose of this research is to understand and explain, i.e. the
research is interested in formulating and testing theoretical construct and propositions
that ideally generalize across time and space. This type of research takes the form of a
theory that explains the phenomenon under investigation to give its contribution to
knowledge. This research is more descriptive in nature exploring what, why and how
questions.

2. Applied Research: The purpose of this research is to help people understand the nature of
human problems so that human beings can more effectively control their environment. In
other words, this type of research pursues potential solutions to human and societal
problems. This research is more prescriptive in nature, focusing on how questions.

3. Evaluation Research (summative and formative): Evaluation research studies the

processes and outcomes aimed at attempted solution. The purpose of formative research
is to improve human intervention within specific conditions, such as activities, time, and
groups of people; the purpose of summative evaluation is to judge the effectiveness of a
program, policy, or product.
4. Action Research: Action research aims at solving specific problems within a program,
organization, or community. Patton (1990) described that design and data collection in

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 action research tends to be more informal, and the people in the situation are directly
involved in gathering information and studying themselves.

Quantitative Research

This research is based on numeric figures or numbers. Quantitative research aims to measure the
quantity or amount and compares it with past records and tries to project for future period. In
social sciences, “quantitative research refers to the systematic empirical investigation of
quantitative properties and phenomena and their relationships”. The objective of quantitative
research is to develop and employ mathematical models, theories or hypothesis pertaining to
phenomena.

The process of measurement is central to quantitative research because it provides fundamental

connection between empirical observation and mathematical expression of quantitative
Statistical methods are used extensively with in fields such as economics and commerce.

Qualitative Research

Qualitative research presents non-quantitative type of analysis. Qualitative research is collecting,

analyzing and interpreting data by observing what people do and say. Qualitative research refers
to the meanings, definitions, characteristics, symbols, metaphors, and description of things.
Qualitative research is much more subjective and uses very different methods of collecting
information, mainly individual, in-depth interviews and focus groups.

The nature of this type of research is exploratory and open ended. Small numbers of people are
interviewed in depth and or a relatively small number of focus groups are conducted.

Sampling

Brooke is a psychologist who is interested in studying how much stress college students face
during finals. She works at a university, so she is planning to send out a survey around finals
time and ask some students to rank on a scale of 1 to 5 how stressed out they are.

But which students should she survey? All of the students at the university? Only the students in
the psychology department? Only freshmen? There are a lot of possibilities for Brooke's sample.

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The sample of a study is simply the participants in a study. In Brooke's case, her sample will be
the students who fill out her survey.

Sampling is the process whereby a researcher chooses her sample. This might seem pretty
straight forward: just get some people together, right? But how does Brooke do that? Should she
just stand on a corner and start asking people to take her survey? Should she send out an email to
every college student in the world? Where does she even begin?

In statistics, quality assurance, and survey methodology, sampling is concerned with the
selection of a subset of individuals from within a statistical population to estimate characteristics
of the whole population. Two advantages of sampling are that the cost is lower and data
collection is faster than measuring the entire population

Because sampling isn't as straightforward as it initially seems, there is a set process to help
researchers choose a good sample. Let's look closer at the process and importance of sampling.

The sampling process comprises several stages:

 Defining the population of concern

 Specifying a sampling frame, a set of items or events possible to measure
 Specifying a sampling method for selecting items or events from the frame
 Determining the sample size
 Implementing the sampling plan
 Sampling and data collecting

Population Definition

Successful statistical practice is based on focused problem definition. In sampling, this includes
defining the population from which our sample is drawn. A population can be defined as
including all people or items with the characteristic one wishes to understand. Because there is
very rarely enough time or money to gather information from everyone or everything in a
population, the goal becomes finding a representative sample (or subset) of that population.

Sometimes what defines a population is obvious. For example, a manufacturer needs to decide
whether a batch of material from production is of high enough quality to be released to the

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customer, or should be sentenced for scrap or rework due to poor quality. In this case, the batch
is the population.

Types of Samples

The best sampling is probability sampling, because it increases the likelihood of obtaining
samples that are representative of the population.

Probability sampling (Representative samples)

Probability samples are selected in such a way as to be representative of the population. They
provide the most valid or credible results because they reflect the characteristics of the
population from which they are selected (e.g., residents of a particular community, students at an
elementary school, etc.). There are two types of probability samples: random and stratified.

Random sample

The term random has a very precise meaning. Each individual in the
population of interest has an equal likelihood of selection. This is a very
strict meaning -- you can't just collect responses on the street and have a
random sample.

The assumption of an equal chance of selection means that sources such as a telephone book or
voter registration lists are not adequate for providing a random sample of a community. In both
these cases there will be a number of residents whose names are not listed. Telephone surveys
get around this problem by random-digit dialling -- but that assumes that everyone in the
population has a telephone.

The key to random selection is that there is no bias involved in the selection of the sample. Any
variation between the sample characteristics and the population characteristics is only a matter of
chance.

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Stratified sample

A stratified sample is a mini-reproduction of the population. Before

sampling, the population is divided into characteristics of importance for
the research. For example, by gender, social class, education level,
religion, etc. Then the population is randomly sampled within each
category or stratum. If 38% of the population is college-educated, then
38% of the sample is randomly selected from the college-educated
population.

Stratified samples are as good as or better than random samples, but they require fairly detailed
advance knowledge of the population characteristics, and therefore are more difficult to
construct.

Non Probability samples (Non-representative samples)

As they are not truly representative, non-probability samples are less desirable than probability
samples. However, a researcher may not be able to obtain a random or stratified sample, or it
may be too expensive. A researcher may not care about generalizing to a larger population. The
validity of non-probability samples can be increased by trying to approximate random selection,
and by eliminating as many sources of bias as possible.

Quota sample

The defining characteristic of a quota sample is that the researcher

deliberately sets the proportions of levels or strata within the sample.
This is generally done to insure the inclusion of a particular segment of
the population. The proportions may or may not differ dramatically
Two of each species
from the actual proportion in the population. The researcher sets
a quota, independent of population characteristics.

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Example: A researcher is interested in the attitudes of members of different religions towards the
death penalty. In Iowa a random sample might miss Muslims (because there are not many in that
state). To be sure of their inclusion, a researcher could set a quota of 3% Muslim for the sample.
However, the sample will no longer be representative of the actual proportions in the population.
This may limit generalizing to the state population. But the quota will guarantee that the views of
Muslims are represented in the survey.

Convenience sample

A convenience sample is a matter of taking what you can get. It is

an accidental sample. Although selection may be unguided, it probably is not
random, using the correct definition of everyone in the population having an equal
chance of being selected. Volunteers would constitute a convenience sample.

Non-probability samples are limited with regard to generalization. Because they do not truly
represent a population, we cannot make valid inferences about the larger group from which they
are drawn. Validity can be increased by approximating random selection as much as possible,
and making every attempt to avoid introducing bias into sample selection.

SAMPLE SIZE

In a very general sense, the larger the sample, the better -because larger samples tend to be more
similar to the population from which they are drawn. However, if the population of interest is
small, then the sample can be relatively small. Large samples require more time for data
collection and analysis, and are therefore costlier than smaller ones.

If a treatment is known to have a fairly strong effect, it may show up in an experiment involving
a small sample. On the other hand, a small sample for a survey may miss individuals holding a
minority point of view. For surveys one has to consider refusal and spoilage rates (incomplete
responses, illegible answers, nonsensical replies). In such cases the researcher should aim for a
larger sample in order to cover the losses.

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Increasing the number of variables and/or their
levels requires more participants. For example,
comparing attitudes of 20 lower division and 20 20 Lower 20 Upper
Level
upper division college students toward college division division

athletics may be a reasonable number. If the 10 10 10

Greek 10 No
samples of 20 each are broken down into Yes No Yes
fraternity/sorority vs. non-greek students, the 5 5 5 5 5 5 5
number in each category declines. A gender Gender 5F
M F M F M F M
division leads to only 5 persons per cell --
probably too small for drawing any conclusions.

Appropriate sample size depends on

1. population size
2. available resources (time, money)
3. strength of effect being measured
4. refusal and spoilage rates.

Sampling Technique Use in Research

Quota Sampling

Quota sampling is a method for selecting survey participants. In quota sampling, a population is
first segmented into mutually exclusive sub-groups, just as in stratified sampling. Then judgment
is used to select the subjects or units from each segment based on a specified proportion

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Over here the sample are taken who working, having an experience in online shopping and are
web savvy. Also women respondent is also taken in consideration

THE SAMPLING TECHNIQUE ADOPTED UNDER THE PRESENT STUDY IS RANDOM

SAMPLING&QUOTA SAMPLING. I FOUND THAT MOST OF THE PEOPLE 79-80 % WERE OF 18
TO 24 YEARS

SAMPLE SIZE = 50

RESPONSESCONSIDERED = 48

PRIMARY DATA = QUESTIONNAIRE (DIRECT)

THE WHOLE RESEARCH IS BASED UPON PRIMARY DATA & SECONDARY DATA. PEOPLE
RESPONSES/VIEWTO KNOW THE AUDIENCE VIEW,

 WHAT THEY THINK ABOUT BRAND?

 WHAT THEY THINK OVER SOCIAL MEDIA, ONLINE & OFLINE PREFERENCE?

 WHAT IS THEIR PERCEPTION BY 2020 TOWARDS THOSE MEDIEUMS?

 DOESSOCIAL MEDIA AFFECTS OR NOT!

 DOES ONLINE ADVERTISING/BRAND PROMOTION (DIZITIZATION) AFFECT THE

CONSUMER BEHAVIOUR/PERCEPTION?

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 Data Analysis And Interpretation
Questionnaire & Responses

Q1

Majority of resopondents i.e. approx 52% respondents prefer online shopping followed by
offline shopping (47%) in present digital scenerio.

Q2

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Majority of respondents i.e. approx. 96% respondents feels, that the social media affects the
consumer purchasing decision.

Q3

Majority of respondents i.e. approx. 76% respondents agree that, the investment in building
brand awareness through social media can lead to sustainable competitive advantage.

Q4

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Majority of respondents i.e. approx. 93% respondents feels, that the social media helps in
building brand awareness.

Q5

Majority of respondents i.e. approx. 88% respondents feels, that the brand awareness is the
key indicator of a brand market performance.

Q6

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Majority of respondents i.e. approx. 80% respondents feels, that the brand awareness
through social media by the organization is preferable.

Q7

Majority of respondents i.e. approx. 65% respondents feels, that the brand awareness
through social media add value to the product, services, company.

Q8

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Majority of respondents i.e. approx. 92% respondents feels, that the social media marketing
is necessary in today’s competitive era for the market competitors.

Q9

Majority of respondents i.e. approx. 59 % respondents feels, that the brand awareness
through social media provides relevant information about the qualities of particular brand of
goods and services to the customer followed by 24 % disagree respondents.

Q10

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Majority of respondents i.e. approx. 69 % respondents feels, that the online branding affects
the need /goals of the consumer followed by 11 % disagree respondents & approx. 21%
neutral respondents.

Q11

Majority of respondents i.e. approx. 77% respondents feels, that the social media services are
easily accessible for the organizations & customers followed by 11 % disagree respondents.

Q12

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 Majority of respondents i.e. approx. 86% respondents feels, that the social media influence
the relationship between the consumer and the business.

Q13

Majority of respondents i.e. approx. 84% respondents feels, that the social media helps in
targeting the audience for the enterprise.

Q14

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Majority of respondents i.e. approx. 76 % respondents feels, that the social media helps in
successful startups followed by approx. 15 % respondents have no idea.

Q15

Majority of respondents i.e. approx. 81 % respondents feels, that the social media is viewed
as an effective digital marketing tactics for customer retention purposes followed by neutral
respondents.

Q16

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Majority of respondents i.e. approx. 78% respondents feels, that the social media is one of
the preferred channels for communicating with business, nurturing relationships and closing
deals.

Q17

Majority of respondents i.e. approx. 88% respondents agree with this statement followed by
9 % neutral respondents.

Q18

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Majority of respondents i.e. approx. 51 % respondents feels that the social media increases
the sales quota of the sales person followed by approx. 40 % neutral respondents.

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FINDINGS / STATISTICS

 The number of w-+-worldwide social media users is expected to reach 3.5 billion by
2019.

 However, consumers say that social media plays almost as big a role in purchasing
decisions as does television.

 Online adults aged 18-34 are most likely follow a brand via social networking (95%).

 Sixty-four percent of sales professionals reported closing at least one deal in 2014 as a
direct result of using social media.

 More than half (52 percent) of marketers say Facebook is “the most important social
network they use to grow and market their business.” LinkedIn came in second place
with 21 percent, followed by Twitter, YouTube and Google Plus.

 Almost all (96 percent) of small business owners/marketers use social media marketing,
and 92 percent of those agree or strongly agree with the phrase, “Social media
marketing is important for my business.” The top three goals for SMB social media
marketing programs are brand awareness (74 percent), website traffic (53 percent), and
lead generation (41 percent).

 Sixty-one percent of startups use social media for marketing.

 Forty-three percent of digital marketers say social media is one of their most effective
tactics, but 49 percent call it one of the most difficult.

 Social media is viewed as the second-most effective digital marketing tactic for customer
retention purposes, behind only email.

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 The three characteristics of brand social media posting most important to consumers, in
order, are 1) the brand shares new content; 2) the content is relevant to the brand; and
3) the brand engages with its followers.

 One-third (33 percent) of millennial identify social media as one of their preferred
channels for communicating with businesses. Less than 5 percent of those 55 and older
agree

 2.56 billion Global mobile social media users, equaling 34% penetration; globally with 1
million new active mobile social users added every day
Make sure to optimize your mobile social media campaigns and since mobile ads are
relatively cheap and easy to produce, test multiple versions to see what works the best.

 Visual content is more than 40 times more likely to get shared on social media than
other types of content.
 There are now more than 50 million small businesses using Facebook Pages to connect
with their customers (). 4 million of those businesses pay for social media advertising on
Facebook.
The social media advertising statistics show that small-sized companies should consider
paying for Facebook ads in order to gain visibility and surpass competitors relatively easily.

 There were over 4.4 million videos uploaded directly to Facebook in February 2016,
generating over 199 billion views.
Video marketing is a powerful tool that personalizes your brand and increases conversions.

 78% of people who complain to a brand via Twitter expect a response within an hour.
Customers are turning to social media outlets to unleash their frustration or questions. Make
sure you are actively engaged on your social networks.

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 Products were the top content types for the top 200 global brands in terms of
engagement, at 60% in 2015 beating lifestyle category by over 20%.
This is great news for marketers since people who follow brands on Instagram are aware and
accept the fact that they’re going to be exposed to products.

 In 2015 YouTube posted the figure of 40 billion all-time views for branded content.
That means video marketing has gone from nice-to-have to must-have, one that will set the
pace for the foreseeable future.

 More than half of YouTube views come from mobile devices and the average mobile
viewing session lasts more than 40 minutes.
As mobile captures consumers’ full attention, at home or on the go, brands now have the
opportunity to reach people anywhere. Combined people spend over an hour on YouTube
every day.

 Nearly three-quarters (74 percent) of salespeople who beat their 2014 quota by 10
percent or more say they have an excellent understanding about the use of social media
for prospecting, nurturing relationships and closing deals. They were over 6Xas likely to
exceed their quota as sales peers with rudimentary or no social media skills.

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Conclusion of Questionnaire
Social media is being called the revolution of our century and since a social presence is
considered a must-have thing. The goal of social marketing is to deepen the existing relationship
that companies have established with customers and to treat each relationship uniquely by
delivering relevant content. Ads on Facebook are simply how brands engage people to discover
them, experience them and then share them with the world. Now Marketing through social
networks is not as much about selling your product, as it is about engaging your followers. “A lot
of companies have started Facebook fan pages and Twitter tweets to attract the users and let
them aware with their brands” and at the same time push them to make purchase of their brands.
The companies that are most successful at converting followers into dollars are those who
interact most with the users and frequently post content related to their brand. Facebook and its
Fan Pages is probably the best example of how you should market your brand through social
networking sites.

Small and Big corporate players are now shifting towards Social Media marketing to market
their products or brands as it`s one of the cheapest media and at the same time have global
presence. Along with the global presence, it brings users/customers one step closer to the
particular brands and allow them to interact with the brands as much as possible. Companies now
have realized the level of exposure their brand will get through Social Media Marketing and the
ROI which they generate on being exposed through social media.

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SUGGESTIONS / RECOMMENDATIONS

 . The industry still has room to expand within India as the market is wide and can increase
its market share.

1. Always Listen First

First, take a look at what your industry, competitors and community are doing on the main
channels. Then you can formulate a strategy for engaging with your community in a way that
provides value and positions you properly. Don't start creating profiles and posting until you've
taken the time to understand the platform.

2. Become a Thought Leader

When businesses start on social media, they often think it's just about getting in front of people.
But most importantly, it's about educating and inspiring. Know your personas, focus on the
channels they are on and be a thought leader in your space. Always remember to have a
personality on social media though. Even if you're a B2B brand, let your culture shine through
on your social channels.

3. Don't Just Check the Box

Social media is exactly that: social. Building up your business presence requires knowing who
your business is and creating a voice and personality that connects with your target audience.
Don't just promote, cite features and benefits, or simply share links or content. Talk with — not
to — your fans. When you focus on providing value and building a community, awareness will
take care of itself.

4. Be Consistent

The No. 1 thing a business should be building up on social media is consistency. Garnering
attention is hard and when it comes and you're not consistent, you'll lose it. Too many times,

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brands stop using social because "they don't see results." They need to be patient and
consistent while understanding it takes time to build their brand in such a noisy environment.

5. Build A Blueprint, Then Start with Awareness

You do a lot of planning and you do a lot of research, so you know where your
customers are. Once you understand them, start the blueprint for your funnel. Start at awareness:
You can't propose on the first date. All of your initial marketing efforts should be purely directed
towards awareness. Branded content strategies are fantastic to showcase your brand in a positive
light.

 Piracy, violation of intellectual property rights poses a major threat to the media and the
social media industry or any other media industries for that matter.
 Lack of quality content has emerged as a major concern because of the 'quick-buck' route
being followed in the industry.
 With technological innovations taking place so rapidly, the media industry is facing
considerably uncertainty about success in the market place

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LIMITATIONS

 A questionnaire was one of the methods applied in the collection of market information.
This was done before using the brand awareness strategy in the promotion of the commodities.
However, there were some limitations experienced in the use of questionnaires. For instance,
the questionnaire was prepared in English language, which most of the respondents did not
understand. The target market is composed of clients from diverse backgrounds. This means
that most of the respondents use English as their second language so maybe they did not
understand the questions posted to complete and this was not enough to gather sufficient
information.

 Disseminating the questions and analyzing the responses required substantial time to
understand the market trends. Similarly, use of questionnaires did not express the true changes
of consumer characteristics such as changes of emotions, behaviors or feelings. This implies
that the responses do not show the valid reactions of respondents. It is not easy to tell how
truthful the clients are when giving their suggestions.

 It was also noticed that some respondents did not submit their questionnaires after
answering the questions. This is because some people were not willing to offer their opinions or
fill in the questionnaires. Sometimes they thought that the questions were too standardized and
did not allow them to offer their suggestions.

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BIBLOGRAPHY
 Business Dictionary Online,
http://www.businessdictionary.com/definition/brand-awareness.html

 Source: Ambassador
 Social Media Examiner
 YouTube
 Forbes
 Source: Facebook
 Keller, Kevin (1993). "Conceptualizing, measuring, and managing customer-based brand
equity". The Journal of Marketing. 1 (22).
 Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, N.Y.
The Free Press
 Interbrand,http://interbrand.com/best-brands/best-global-brands/2016/ranking
 "List of Permitted Private Satellite TV Channels as on 31-01-2016" (PDF). mib.nic.in.
Government of India, Ministry of Information and Broadcasting. 31 January 2016.
Retrieved 15 December 2016.
 23.77 MN DTH subscribers by June 2010: TRAI Business Standard
 Media and Journalism: Theory to Practice (2008)
 Source: KPMG – FICCI Report 2016 and 2017, Economic Times
 Unattributed. ""Research" in 'Dictionary' tab". Merriam Webster (m-w.com). Encyclopædia
Britannica. Retrieved 13 August 2011.

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