Advertising Effectiveness of Prepaid Scheme at BSNL

ADVERTISING EFFECTIVENESS OF PREPAID SCHEME IN BHARAT SANCHAR NIGAM LIMITED AT KARAIKUDI TELECOM DISTRICT The telecom revolution typically represents the countrys post 1991 economic transformation from a hesitant beginning to explosive growth. Today there are over 270 million telecom subscribers. This mobile telephony led revolution is spreading to every corner of the country and over eight million mobile subscribers signup for every month. Over the last decade, not only has India emerged as the fastest growing mobile market but also as one of the largest in terms of customers STATEMENT OF OBJECTIVES 1. To find out the socio-economic background of mobile users in Karaikudi Telecom District. 2. To measure the effectiveness of BSNLs Mega Super Plan print advertisement.

STATEMENT OF HYPOTHESES

1) H1: More than 50% of the respondents remember both the company and the advertisement.

2) H2: More than 50% of the respondents feel that the advertisement is motivating them to buy the prepaid scheme.

3) H3: More than 50% of the respondents feel that the advertisement is closely associated with making smart choices.

4) H4: More than 25% of the respondents feel that the advertisement is informative.

5) H5: More than 50% of the respondents strongly consider purchasing the prepaid scheme after viewing the advertisement.

CONCLUSION SOCIO-ECONOMIC BACKGROUND OF MOBILE PHONE USERS IN KARAIKUDI Majority of the prepaid mobile phone users are in the age group of 20-40 years. The average age of prepaid customers in Karaikudi is 34 years. Most of the prepaid users have completed under graduation and are business people. Greater parts of them are married and have no children and are found to be following Nuclear Family System. The prepaid mobile users are earning Rs.15000-30000 per month The Average house hold monthly income of prepaid mobile users is Rs.24643. EFFECTIVENESS OF BSNLS MEGA SUPER PLAN PRINT ADVERTISEMENT

It is found that majority of respondents remember the company BSNL. The weighted average value for the motivating effectiveness of BSNL advertisement for prepaid scheme is somewhat nearer to the Motivating is not exactly motivating the customers to buy the prepaid scheme. Majority respondents have said that low call cost is the main message of the advertisement and are attracted towards lowest call rate. Most of them have felt that buying this scheme is a smart choice. Moreover, respondents feel that advertisement is Informative Weighted average measure for The Advertisement Message Understandablity is 4.9 which means respondents strongly agree that message the advertisement is clearly understandable.

Based on the above findings it is concluded that BSNLs Mega Super Plan print advertisement is effective.

SUGGESTIONS: Following suggestions are put forward to the marketing department of BSNL, Karaikudi for the betterment of the print advertisement of the prepaid mobile scheme: 1. The print advertisement can be made more colourful and attractive. 2. The print advertisement can be published repeatedly at least one week before the launch of a prepaid scheme. 3. Advertisement to be made in regular interval to remind the customers about the scheme and its benefits. 4. Regular feedback can be obtained from the already existing customers and prospective customers to measure the success of the print advertising.

TABLE OF CONTENTS

CONTENT CHAPTER PAGE NO

INTRODUCTION 1.1 Fundamentals of Marketing and Advertising 12

II 2.1 2.2

LITERATURE REVIEW Industrial Profile Company Profile 42 59

III 3.1

OBJECTIVES AND HYPOTHESES Statement of Objectives and Hypotheses 64

IV 4.1 4.2

METHODLOGY Research Design Sample Design 4.3 Sample Frame 66 67 68 66 66 66

4.4 4.5 4.6

Sample Unit Sample Size and Technique Data Collection

4.7 4.8 4.9

Data Processing Frame Work for Data Analysis Scope of the Study

69 69 69

DATA ANALYSIS & INTERPRETATION

70

VI FINDINGS AND CONCLUSIONS

6.1 6.2 6.3

summary of findings Conclusion Suggestions

108 110 111

APPENDIX Copy of the print advertisement Copy of Questionnaire Bibliography - See more at: http://www.techshristi.com/3698/advertising-effectiveness-of-prepaid-scheme-atbsnl/#sthash.HuCWxcRF.dpuf