Evaluation of print media as a medium of advertising with respect to consumers and advertisers

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Evaluation of print media as a medium of advertising with respect to consumers and advertisers

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Abstract

The topic Evaluation of print media as a medium of advertising with respect to consumers and advertisers is one of the best topics, which focuses on the print media sector as one of the means of providing services to the society that carries the idea or message of the marketer to the masses. Print media is the most popular and effective media for both publishing and publicity in the form of advertising, today. Newspapers and magazines have become a part of the culture and political life of people today.

Media, as we know, is a very important component of advertising that carries the idea or message of the marketer or advertiser to the masses. It is therefore necessary to plan and formulate the marketing strategies for establishing the print media. By Evaluation of Print Media, we mean the process of designing a course of action that shows how publishing and advertising funds will be used in purchasing time and space and how they should be utilized to contribute to the achievement of marketing and advertising objectives, with the main motto of mass satisfaction. The marketing conditions facing the publisher/ advertiser are further based on Product Characteristics, Channels of Distribution, Promotion Strategy, and Nature of the publishing / advertising copy.

Introduction
Scope of the study
Research methodology
Marketing strategies
1. The National Plan Strategy
2. The Key Market Plan Strategy
3. The Skin Plan Strategy
Media
1. Types of media
2. Difficulties in selecting media types
Industry profile of print media
Analysis: Print media
Current status in India
Life after 2001: Redefining print media
Transforming print media into digital form
Economic incentives to go all digital
Print media growth
Foreign investment in print media
Advertisement with print media
Newspaper reaches different markets
Print media with respect to electronic media
Research and analysis
Conclusion and recommendations
Bibliography

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[...] Chapter-4 Findings & Analysis FINDINGS & ANALYSIS This chapter describes the findings and the analysis of the overall research study done for the project title “Evaluation of Print Media as a Medium of Advertisement with Respect to Customer & Advertiser”. Since the researcher was given the job to plan and formulate strategies to find out the marketing strategies, market orientation of the print media business. On the basis of the analysis and after considering the various factors, the researcher found important features that played the key role in the analysis of the print media sector and its market building. [...]

[...] SCOPE OF THE STUDY The study of Evaluation of Print Media as a medium of advertising with respect to consumer & advertisement has a wider scope. As the topic is relevant where there exists a cutthroat competition in the market where each company providing printing publications wants to capture the whole market by adapting different strategies, it helps to stimulate and analyze the market conditions and the society's view towards the products of the publishing companies. It also helps in finding out the customer's opinions and their perception regarding the print media sector companies. [...]

[...] PRINT MEDIA : An Overview As we approach to the close of the most momentous 21st century, a new media age seems to ushering in the side, sweep of the Indian media pie has assumed enormous proportion in recent years, and overall the means of mass communication attract advertising worth a lot. There is upswing in the fortune of press sector. There is unprecedented boom in the newspaper world, particularly in Hindi & regional languages. With so much happening around us, people are very eager to keep themselves abreast with the developments and the newspapers are their best guides to the news of world. [...]

[...] INDUSTRY PROFILE OF PRINT MEDIA HISTORY & GROWTH (THE STORY SO FAR As we approach to the close of the most momentous 21st century a new media age seems to ushering in the side and sweep of the Indian media pie has assumed enormous proportion in recent years and overall the means of mass communication attract advertising worth a lot. There is upswing in the fortune of press sector. There is unprecedented boom in the newspaper world, particularly in Hindi & regional languages. [...]

[...] should ponder over whether the print media should be run as a business venture or a social mission, whether it should be market \-oriented or mass- oriented,” Justice Sawant said, referring to a lengthy questionnaire prepared by the Press Council on the future of the print media. Justice Lakshmnan Rao, former Chief Justice of the Allahabad High Court, said it was necessary to secure for the people the right to information and the print media had not measured up to the need. [...]

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