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NATIONAL SEMINAR
23rd NOV. 2013
VENUE- GNIOT

An analysis for studying the
effectiveness of print
commercials on service people
for maintaining its significance
in advertising sector

Definitions-
ADVERTISMENT-Any announcement or persuasive message
placed in the mass media in paid or donated time or space
by an identified individual, company, or organization.
MEDIA- The various mass media that can be employed to
carry advertising messages to potential audiences or target
markets for products, services, organizations, or ideas.
These media include newspapers, magazines, direct mail
advertising, radio, broadcast television, cable television,
outdoor advertising, transit advertising, and specialty
advertising.

Cont...
PRINT MEDIA -Print media refers to any medium that
disseminates information in a printed manner. Print
media often takes the form of mainstream papers,
Magazines and gutter press publications and is usually
the form of media with the highest form of circulation.
AUDIO- VISUAL MEDIA -The term audio-visual may
refer to works with both a sound and a visual
component.

INTRODUCTON
In this era of information technology, print media is
trying its best to survive in the advertising market.
With the growth of audio visual media and
information technology, the role and importance of
print media has started decreasing gradually but it has
not lost its significance in modern scenario, in creating
an impact on service people as compared to
audiovisual media in reference to purchase of
electronic goods.

OBJECTIVE OF THIS PAPER
 This paper is helpful in providing some measures and
suggestions to the print industry in improving their
print commercials on the basis of some parameter so
that they can compete with the audio visual media in
the advertising industry.
 The objective and scope of the study of this paper is to
make an empirical analysis of the effect of print
commercials on service people in comparison to
audiovisual media in regard to purchase of electronic
goods on the basis of various parameters like
information, attraction, reminder, education, price etc.

DATA AND SOURCES FOR ANALYSIS
A primary data has been collected through a questionnaire
floated to service people involving various parameters like
information, communication, education, motivation,
durability, price, purchasing, brand, reminder, attraction
etc to measure the effectiveness of print media in
comparison to audio visual media with regard to service
people.*
*A systematic sampling of data was done and the total
surveyed service people were 34 spread over the district of
G.B.NAGAR. The collected primary data was analyzed by
using the ‘Equality of two proportion test’.

Tools used for the analysis of the data
In this ‘Equality of two proportion test’ we assume that if
the p value is more than .05 denoting 5% level of
significance, the null hypothesis will be accepted and
if the p value is less than .05 we reject the null
hypothesis and the alternate hypothesis will be
accepted mentioned in the study.

ANALYSIS OF DATA
S.R. NO. PARAMETER Z VALUE P VALUE α VALUE RESULT
1. Information 1.413 0.518 0.05 ACCEPTED
2. Communication 1.316 0.188 0.05 ACCEPTED
3. Education 0.865 0.387 0.05 ACCEPTED
4. Motivation -0.914 0.361 0.05 ACCEPTED
5. Durability 0.307 0.758 0.05 ACCEPTED
6. Price 1.652 0.099 0.05 ACCEPTED
7. Purchasing 0.273 0.785 0.05 ACCEPTED
8. Brand 0.0517 0.605 0.05 ACCEPTED
9. Reminder 2.879 0.004 0.05 REJECTED
10. Attraction of
print ad
-7.117 0.000 0.05 REJECTED

RESULT OF ANALYSIS
1.It shows that print media is gradually losing significance in
performing information function as compared to
audiovisual media for service people.
performing communication function as compared to
performing education function as compared to
4. it shows that print media is gradually losing significance in
performing motivation function as compared to

Cont...
5. It shows that print media is gradually losing significance in
performing durability function as compared to
performing price function as compared to audiovisual
media for service people.
performing purchasing function as compared to
performing brand function as compared to audiovisual
media for service people.

Cont...
9.It shows that print media is not losing significance in
performing reminder function as compared to
10. It shows that print media is not losing significance in
performing attraction function as compared to

Conclusions with Suggestions
 It can be concluded that print media still holds good
and is not losing its significance in regard to
audiovisual media in performing reminder function
and attraction of print ad function.
 It is suggested that print industry must stress on these
two parameters of reminder and attraction of ad
function and enhance the quality of the advertisement
on the basis of these parameters which is fit to propel
the consumer get both the reminder and attraction of
the advertisement facility.

Cont...
 Another suggestion can be given to print industry to
provide more investment of funds on measuring and
evaluating the effectiveness of print advertisements which
can be beneficial in reducing wastage of target
advertisements to the wrong consumers and hence greatly
reducing the loss of expenditure for the print
advertisement
 They must stress on the various parameters used in the
questionnaire for analyzing the data, which can be useful
in studying the consumer behavior with reference to
knowing about the liking and disliking of the service
people in regard to choice of media.

Cont..
 This can prove fruitful to the print industry to generate
its print advertisement keeping in view these
parameters enhancing a good advertisement attracting
the targeted consumers and bringing in profitable
results

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