Avinash 4th Project PDF

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS
TO CONSUMER MARKETING AT DREAM GAINS PVT. LTD
1.1 INTRODUCTION
Advertising or advertizing is a form of communication for marketing and used to
encourage, persuade, or manipulate an audience (viewers, readers or listeners;
sometimes a specific group) to continue or take some new action. Most commonly,
the desired result is to drive consumer behavior with respect to a commercial offering,
although political and ideological advertising is also common. In Latin, advert means
"to turn the mind toward." The purpose of advertising may also be to reassure
employees or shareholders that a company is viable or successful. Advertising
messages are usually paid for by sponsors and viewed via various traditional media;
including mass media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail, or new media such as blogs,
websites or text messages .
Commercial
advertisers
often
seek
to
generate
increased consumption of
their products or services through "branding," which involves associating a product

name or image with certain qualities in the minds
of consumers. Non-
commercial advertisers who spend money to advertise items other than a consumer
product or service include political parties, interest groups, religious organizations and
governmental
agencies. Nonprofit
organizations may
rely
on
free
modes
of persuasion, such as a Public Service Announcement (PSA).

In simple terms, advertising is a way of promoting a product or a brand through
different mediums. In broader terms, we can say that advertising is an act of getting
people attention towards a brand, a product or even an event to promote it and to
increase the chances of its sale. If a product is advertised well and its information
reaches to the masses, the chance of it being sold too increases. Therefore, advertising
is very essential for the sale of a product.
The medium through which advertising takes place is a very important factor for
advertising. While choosing a media for advertising few things must be kept in mind,
out of which the most important factors are:
The media should be easily accessible to the public.
It should be made sure that medium chosen is popular among the masses.
REVA INSTITUTE OF SCIENCE AND MANAGEMENT

The theme chosen for advertising must be attractive and attention diverting
Effective advertising
Advertising is a favorable representation of products to make consumers, customers
and general public aware of products. It let the potential buyers, general public and
end users to be aware and familiar with the products.
Effective communication Skills
Excellent communication skills are a requirement in your private and business days.
A number of people are unsurprisingly fine communicators.
If the media chosen for advertising something is popular amongst the masses then the
chances of more people getting to know about it increases. Hence, popularity of the
medium is very important, perhaps the most important factor for an advertising media.
The ads made for advertisement play a very important role. People only pay attention
to those ads that are compelling and draw their attention towards them.
A significant event in the development of advertising was the invention of a system of
casting moveable type by the German, Johannes Guterberg in 1938. The event
revolutionized communication methods for the whole world. (Keller 2005)
William Catton, an early printer made advertising history in 1478 when he printed a
handbill, regarded as the first printed English advert. In the handbill there was the
advertisement of his book called SALISBURY PYE, handbook of ruler for the
guideline of the clergy at Easter. (McHugh, 2000, 451)
Nigerias first newspaper, called IWE IROYIN was first published in 1859. The
paper set the landmark for the development of modern advertising in Nigeria.
In a sense, one can say that advertising just like other disciplines came via our
colonial master. However, this is not to conclude that we did not have some form of
traditional advertisements before the arrival of the colonialist, there were e.g. town
criers used by the king in the delivery messages, in the past. For a message to go
across to the members of the public a town crier was sent out to do so. (Arowomole
2002)
As is generally known that the role played by advertising is increasing the sales
volume of any companys product at any point in time cannot be overemphasized. As
a matter of reality, it has contributed immensely to increasing growth of many

companies in various industries. This is because it goes a long way in placing positive
image about the companies products in the mind of potential consumers; this can also
influence their buying behavior.
However, the formal study of this write-up requires an understanding of its definitions
because advertising itself means different things to different people, i.e. there are
many definitions to it as there are many authors.
In a study of the consumer view of advertising carried out in 1974 by the American
Association of Advertising Agencies, more than half of the respondent described
advertising as a channel of information from the manufacturer to consumer, some said
it is manipulated, propaganda, and misleading.
Many scholars, professional bodies and associations and various authors have given
diverse definitions of advertising. However, it is noteworthy that each definition is
unique on its own, thus, we can say advertising is a complex field.
Longman (2000) says advertising is an act of telling people publicly about a product
or service in order to persuade them to buy it.
Alonge (2001) feels that advertising can be defined as any paid form of non-personal
communication which is directed to the consumers or target audiences through
various media in order to prevent and promote product, services and idea.
This means that advertising is branch of commerce which used to create awareness
for particular product and it must be paid for. Advertising informs, educates and
persuade people to buy the advertised goods or services.
Gillian (1982) views it as means of drawing someones attention to something or
notifying or informing somebody of something.
Harri Tuomola says in one his class that advertising must be paid for by an identified
sponsor and must be persuasive to influence consumers buying behaviour. (Hamk
UAS, Finland)
Tuflinger (1996) says advertising is the non-personal communication of information
usually paid for and usually persuasive in nature, about product, services or ideas by
an identified sponsor through the various media. So much for academic double talk.
Modern advertising was created with the innovative techniques introduced
with tobacco advertising in the 1920s, most significantly with the campaigns
of Edward Bernays, which is often considered the founder of modern, Madison

Avenue advertising. In 2010, spending on advertising was estimated at $142.5 billion

in the United States and $467 billion worldwide.
Harris and Attour (2003) state that standardization is a flexible policy that can be
adapted to a range of circumstances and differing market conditions. Hite and Fraser
(1988) use a very vague definition of standardization. In their comparison with
International advertising strategy.The earlier surveys they use the terms substantially
standardized and substantially localized without a clear definition of what
substantially means. Kanso and Nelson (2002) define a firm that standardize less
than 40 percent of the time as pursuing an adopted strategy. The conclusion is that
there is no clear definition of what a standardized advertisement or standardized
advertising strategy is. However, the visual element (picture) seems to be one of the
most important elements from a standardization perspective and even the strictest
definitions seem to include adaptation to local language in their definition of a
standardized advertisement.

2.1 INDUSTRY PROFILE

The service sector consists of the "soft" parts of the economy, i.e. activities where
people offer their knowledge and time to improve productivity, performance,
potential, and sustainability. The basic characteristic of this sector is the production
of services instead of end products. Services (also known as "intangible goods")
include attention, advice, access, experience, and discussion. The production
of information is generally also regarded as a service, but some economists now
attribute it to a fourth sector, the quaternary sector.
The tertiary sector of the economy (also known as the service sector or the service
industry) is one of the three economic sectors, the others being the secondary
sector(approximately the same as manufacturing) and the primary sector (agriculture,
fishing, and extraction such as mining).
The tertiary sector of industry involves the provision of services to other businesses as
well as final consumers. Services may involve the transport, distribution and sale of
goods from producer to a consumer, as may happen in wholesaling and retailing, or
may involve the provision of a service, such as in pest control or entertainment. The
goods may be transformed in the process of providing the service, as happens in
the restaurant industry. However, the focus is on people interacting with people and
serving the customer rather than transforming physical goods.
For the last 100 years, there has been a substantial shift from the primary and
secondary sectors to the tertiary sector in industrialized countries. This shift is
called tertiarisation. The tertiary sector is now the largest sector of the economy in
the Western world, and is also the fastest-growing sector.
In examining the growth of the service sector in the early Nineties,
the globalist Kenichi Ohmae noted that: Industry that provides services rather than
goods. Economists divide the products of all economic activity into two broad
categories, goods and services. Industries that produce goods (tangible objects)
include agriculture, mining, manufacturing, and construction. Service industries
include everything else: banking, communications, wholesale and retail trade, all
professional services such as engineering and medicine, all consumer services, and all
government services. The proportion of the world economy devoted to services rose

rapidly in the 20th century. In the U.S. alone, the service sector accounted for more
than half the gross domestic product in 1929, two-thirds in 1978, and more than threequarters in 1993. Worldwide, the service sector accounted for more than three-fifths
of global gross domestic product by the early 21st century. As increases
in automation facilitate productivity, a smaller workforce is able to produce more
goods, and the service functions of distribution, management, finance, and sales
become relatively more important.
The sector of the national economy whose output takes the form of services.
According to the system of industrial classification used in planning and statistics in
the USSR, the service industry includes trade, the food service industry, and the
branches of the nonproduction sphere, with the exception of the branches of science,
science service, and administration. Certain services are performed in response to
orders by individual citizens.
In the USSR, the service industry accounts for approximately one-tenth of the total
output of goods and services (in 1973, 89.9 billion out of 850.2 billion rubles). The
share of services in the total consumption fund of goods and services by the
population in the US rose from 29.6 percent in 1960 to 33.7 percent in 1974. While
the service industry employed 17.1 percent of the work force in 1960, the figure had
grown to 23.7 percent in 1974.
The significant growth of the service industry can be explained by structural changes
in societal needs. As the material and cultural level of a society rises, the need for
services related to education, culture, and public health increases at a greater rate than
the aggregate of other needs owing to the objective economic law of increasing
requirements. The proportion of personal income expended on services also increases.
As a countrys level of economic development rises, the service industry absorbs a
growing share of societys resources, and the output of the industry plays an
increasingly important role in personal consumption. The service industry is growing
in all the socialist countries, and the same trend can be seen in the developed capitalist
countries. In the United States, for example, services accounted for 30.4 percent of the
gross national product in 1950, 37.2 percent in 1960, and 41.9 percent in 1973.

Examples of tertiary industries may include the following. :
Government
Tele-communication
Pharmaceuticals
Hospitality/Tourism
Mass media
Healthcare/hospitals
Public health
Information technology
Waste disposal
Banking
Insurance
Financial services
FMCG
Legal services
Construction
Food processing
Consulting
Gambling
Retail sales
Franchising
Real estate
Education

2.2 COMPANY PROFILE

Dream Gains Financial India Private Limited, an ISO 9001- 2008 certified was
established in India in 2004, and has rapidly built a significant competitive presence
in the country as certified, stock market advisory firm focusing on its business and
commitment, to provide Real value for money to all its clients. The firm operates
from its offices in Bangalore and Baroda, offering its clients with all the major
products in the Indian financial markets, which include Commodities, Equity,
Derivatives- Futures and Options, Indices- Nifty and Bank Nifty, etc. We also provide
customized fundamental analysis based reports with an investment horizon of 6
months to 3 years.
We are a team of highly qualified and experienced technical and fundamental market
analysts, who deliver their expertise in providing intraday market calls for traders
which include Stock Cash Tips, Stock Future Tips, Nifty Future Tips, Option Tips,
Commodity Tips, MCX Tips, equity derivatives, agri commodity tips, etc. All
services are provided through SMS and Instant Messenger. We also have a dedicated
team of fundamental analysts, who generate customized reports for a long term
investment perspective.
We at Dream Gains believe that our customers are our greatest asset and hence we
provide them with the best quality. We consistently encourage our customers to
provide us with regular feedback on our email id support@Dream Gains.com to serve
better.
We as a company provide the finest trading and investment advice to maximize the
returns of our customers. We have also created a niche in this industry in terms of
superior customer service along with being pioneers in the launch of new products to
maximize the gains of our ever-growing customer base.
In today's uncertain and volatile political, economic and market scenario, individual
investors need professional guidance more than ever. More importantly, they need
advice from a reputable and accurate information source that they can trust. Dream
Gains Financials India Private Limited, an ISO 9001-2008 certified is exactly that
kind of a company. We have recently been rated by SMERA (Small and Medium
Enterprise Rating Agency of India) which is registered with SEBI along the

internationally accredited Credit Rating Agency Dun & Bradstreet; we are first
company in the advisory space in India to receive this rating. We believe that the
individual traders will benefit if that are given access to the trading strategies and
specific recommendation of some of the best technical analysts in the market. At
Dream Gains, our analysts not only study and track the market on a daily basis, but
also mix the market psychology with the technical analysis and provide you with the
finest stock market tips.
At Dream Gains, we know the markets can move at the speed of light. That's why we
are always keeping up with the best ways for traders to profit in each of our
newsletters and magazines. In addition, we continually branch out our customers the
most useful pre and post market reports available for today's market conditions.
When we say profitable, we mean it. We go out of our way to hire only the most
qualified and experienced personalities in the stock market. The research team
comprises of MBA's, CA's with banking and finance domain expertise. Apart from
their educational background they have relevant experience and sound understanding
of economy, market trends and company analysis. What we're left with is an
experienced team of researchers with a documented track record of tremendous
success. We at Dream Gains believe that, transparency is our USP. Hence, we
continue to believe in gaining trust through honesty in everything we do. This reflects
on our website through our track record. Dream Gains maintains outstanding levels
of support and customer satisfaction through assisted-help. Our fore-most focus is our
Customer, and we do everything we can to put your interests first. We have a highly
dedicated team of professionals, who supports throughout for all your queries
efficiently and effectively. We also encourage our customers to give us constant
feedback on our services by writing us an E-mail on support@Dream Gains.com

STOCK CASH
We provide you with the finest stock cash tips. This service is basically designed for
the traders dealing in NSE stock cash. As a day trader in stock cash with our tips you
can earn profits regularly both in the rising and falling markets. This is possible
because almost all actively traded stocks registers four price levels every day i.e., the
opening price, intraday high price, intraday low price and the closing price. The
difference within these price levels in any market whether rising or falling will be
around 2 % to 12 % giving lot of opportunity for day traders to earn profits on a daily
basis. Thus with the help of our hot stock market tips a small trader with little
investment and without much experience in stock cash can earn big profits just like
experienced stock cash traders.
Limited but quality calls. 3-4 calls on a daily basis.
SMS service is very fast and takes not more than few seconds to reach you.
An accuracy of 85-90% maintained on all our intraday calls.
Complete support through SMS and chat room
STOCK FUTURE
Financial markets today offer an ever widening array of financial products. Among
the most recent are stock futures, which include futures contracts on common stocks.
In the volatile market situations, stock futures are one way to hedge your investments
so that no single market fluctuation can ruin your portfolio this service is especially
for future market traders. Stock futures trading can provide new opportunities for
managing the price risks inherent in volatile stock markets as well as profiting from
expected price movements in these markets. You will be receiving intraday calls on
stock futures through SMS and chat room services wherein we make sure that we
maintain an accuracy of 85-90% on a consistent basis.
3-4 calls in stock on Stock Futures on a daily basis.
Complete support through chat room and SMS.
Follow ups and all important news and economy updates.
SMS service is very fast and takes only few seconds to reach you.
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NIFTY FUTURE
DreamGains, the pioneer in the Indian stock market provides day traders with
intraday. Financial markets today offer an ever widening array of financial products.
Among the most recent are Nifty futures, which include futures contracts on common
stocks and futures contracts on a narrow-based index of securities. Nifty futures
trading can provide new opportunities for managing the price risks inherent in volatile
stock markets as well as profiting from expected price movements in these markets.
This product is a combination of Nifty and Bank Nifty calls and we have designed it
in such a way that it takes into consideration the trader's view as well as the client's
feedback, thereby creating a high value for the clients in the fluctuating Indian stock
markets. The entire system involves sending messages to DreamGains subscribers
during market hours.
Dedicated customer relationship managers providing 1-1 attention.
Complete telephonic support
Complete technical support
Close to 20 nifty and bank nifty calls in 22 trading sessions in a month
Nifty Futures System:
Number of calls: DreamGains provide you with around 1-2 calls on a daily
basis.
Entry message: Exact buy and sell levels will be sent to you at the time of
market price reaching that level, so that you can take positions around buy and
sell position levels.
Stop loss message: Entry stop loss message will be sent to you along with the
entry message, thereafter providing you with trailing stop loss to lock your
profits as and when required.
Top news, latest economy updates from the world as well as the Indian
markets.
Updates on the position exit and all follow ups as to hold or carry forward the
position.
Complete support through chat rooms and calls.
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STOCK OPTION
One of the newest products in the Indian financial markets are options which were
initially designed as a hedging tool but now are used for trading purpose. The
volumes in this financial instrument have increased manifold since its inception and
hence give a good opportunity for traders to benefit from the volatility in the options
market. We aim to take advantage of this volatility in the options markets so that our
customers can reap maximum benefit from the same. This is a very attractive product
for those with a relatively low investment and a strong risk appetite as the returns on
monthly basis could vary anywhere between 100% and 200%.
You will be receiving intraday calls on stock and index options through SMS and chat
room services wherein we make sure that we maintain an accuracy of 80-85% on a
consistent basis.
Calls on index options (nifty and Bank Nifty) and high volume stock options
Positions will be squared of the same day- Intraday calls
4-5 Index options calls a week and 2-3 stock option calls a week
Follow ups and all important news and economy updates
An accuracy of 80-85% maintained on all our intraday calls
BULLION COMMODITY
One of the sectors that are making waves in the market today is the commodities. Just
like the share market, the commodity market too is highly popular with thousands of
people across the globe. Thus we aim to catch each and every fluctuation in this
volatile and ever growing commodity market to maximize your return from
commodities. We now provide complete commodity market recommendations in
national precious metals and bullion along with daily economic data's, market news,
analysis and every updates related to market by SMS as well as messenger.
We make predictions on the basis of quantitative and qualitative research of the
market trends and the commodity situations in the world. We provide you with the
latest minute by minute information making your trading life simple and tension free,
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help you to develop individual methods of trading and maximizing resources, educate
you with all the details of the commodity and the trade markets. The predictions
extended by us are highly accurate and deemed reliable by most old-timers in this
trade.
SMS service is very fast and takes not more than few seconds to reach you.
Recommendations are given in Bullion and National precious metals.
AGRI COMMODITY
NCDEX was incorporated with the MCX in 2003 and has become an exchange with
one of the highest volumes in the world. The NCDEX has several agriculture
commodities which gives a lot of opportunity for customers to make profit. The
volumes in the NCDEX have picked up since its inception and a fair degree of
volatility is seen in some of the major agri commodities
We give calls in these major commodities like Barley, Channa, Chilli, Cardamom,
Cotton seed oil, Coriander, Guar seed, Jeera, Pepper, Mustard seed, Soya bean,
Refined Soya oil, Turmeric, etc.
You will be receiving the calls on agri commodities through SMS and chat room
services wherein we make sure that we maintain an accuracy of 85-90% on a
consistent basis.
Calls on all the major agri commodities
Intraday and positional calls
2-3 calls in a day
Follow ups and all important news and updates
Morning levels of the major commodities with support and resistance
An accuracy of 80-85% maintained on all our calls
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HNI
The investment advisory industry is not only about the services offered but also about
the support provided. We as a company believe in providing top notch support to our
customers which is a faux pas in the investment advisory industry.
Hence we have launched the HNI Consult product that specializes purely on
maximizing customer benefit by providing professional and quality support. We
understand that there are several traders who avail services for various vendors but are
not satisfied with the support offered and hence we have launched this product
focuses only on support.
To be more specific, this support will include offline and online support where in
individual trade consultant will be assigned to every customer and will aim to solve
all market related queries of the customer. Offline support will be in terms of portfolio
analysis, portfolio building, option based suggestions, delivery based suggestions, etc.
Online support will be in terms of live market support relating to any query that the
customer has during market hours. This will also include special limited calls given to
customer based on technical and fundamental analysis to maximize the returns of the
customer. All these services will come at a very nominal affordable cost to the
customer with individual attention given to each customer based on their needs.
The features of HNI Consult are
20 hours of online support
20 hours of offline support
Support only on one product i.e, Equity, Commodity, Index(Nifty)
Delivery based suggestions
Options based suggestions
Special limited calls based on technical and fundamental analysis
Individual trade consultants to handle all market related queries
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BTST/STBT
In this pack the customer will receive 2-3 BTST/STBT calls in a week with an
accuracy of 80-85%. The BTST/STBT calls could be either in the spot market or the
futures market in the equity segment. As an added feature you will receive limited
BTST/STBT calls in Nifty and Bank Nifty futures provided the market supports the
same. There is no fixed number of index futures BTST/STBT calls in a month as it
can vary depending on the market volatility.
2-3 BTST/STBT calls in a week
Accuracy of 80-85%
Risk reward ratio of 2% if in cash market and Rs 8000 if in futures market
Complete assistance during and after trading hours
Fast SMS service with a delivery time of 7-8 seconds
STOCK CASH PREMIER

We provide you with the finest stock cash tips. This service is basically designed for
the traders dealing in NSE stock cash. As a day trader in stock cash with our tips you
can earn profits regularly both in the rising and falling markets. This is possible
because almost all actively traded stocks registers four price levels every day i.e., the
opening price, intraday high price, intraday low price and the closing price. The
difference within these price levels in any market whether rising or falling will be
around 2 % to 12 % giving lot of opportunity for day traders to earn profits on a daily
basis.
Thus with the help of our hot stock market tips a small trader with little investment
and without much experience in stock cash can earn big profits just like experienced
stock cash traders.
Sms service is very fast and takes not more than few seconds to reach you.
Complete support through sms and chat room
15

STOCK FUTURE PLUS

Financial markets today offer an ever widening array of financial products. Among
the most recent are stock futures, which include futures contracts on common stocks.
In the volatile market situations, stock futures are one way to hedge your investments
so that no single market fluctuation can ruin your portfolio This service is especially
for future market traders. Stock futures trading can provide new opportunities for
managing the price risks inherent in volatile stock markets as well as profiting from
expected price movements in these markets.
You will be receiving intraday calls on stock futures through sms and chat room
services wherein we make sure that we maintain an accuracy of 85-90% on a
consistent basis.
3-4 calls in stock on Stock Futures on a daily basis.
Complete support through chat room and SMS.
Follow ups and all important news and economy updates.
Sms service is very fast and takes only few seconds to reach you
OPTION PREMIER
One of the newest products in the Indian financial markets are options which were
initially designed as a hedging tool but now are used for trading purpose. The
volumes in this financial instrument have increased manifold since its inception and
hence give a good opportunity for traders to benefit from the volatility in the options
market. We aim to take advantage of this volatility in the options markets so that our
customers can reap maximum benefit from the same. This is a very attractive product
for those with a relatively low investment and a strong risk appetite
You will be receiving intraday calls on stock and index options through SMS and chat
room services wherein we make sure that we maintain an accuracy of 80-85% on a
consistent basis.
Calls on index options(nifty and Bank Nifty) and high volume stock options
Positions will be squared of the same day- Intraday calls
4-5 Index options calls a week and 2-3 stock option calls a week
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An accuracy of 80-85% maintained on all our intraday calls
INDIAS ONLY ADVISOR TO HAVE CREDIT RATING FROM SMERA

DreamGains has recently been rated by SMERA (Small and Medium Enterprise
Rating Agency of India) which is registered with SEBI along the internationally
accredited Credit Rating Agency Dun & Bradstreet, we are first company in the
advisory space in India to receive this rating.
EXPERT RESEARCH TEAM

DreamGains believes that the individual traders will benefit if that are given access to
the trading strategies and specific recommendation of some of the best technical
analysts in the market. At DreamGains, our analysts not only study and track the
market on a daily basis, but also mix the market psychology with the technical
analysis and provide you with the finest stock market tips.
At DreamGains, we know the markets can move at the speed of light. That's why we
are always keeping up with the best ways for traders to profit in each of our
newsletters and magazines. In addition, we continually branch out our customers the
most useful pre and post market reports available for today's market conditions.
Vision:
To be one of the top player in financial advisory industry by maximize investor's
profit through innovating products, trading strategies and personalized service.
Mission:
DreamGains mission is to make intraday trading very easy for normal investors as
well as traders. We glade/thrive to provide our clients with most up- to- date and
flawless recommendations.
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Corporate Governance
The Corporate Governance Policy provides the framework under which the Board of
Directors operates. It includes its corporate structure, culture, policies and the manner
in which it deals with various stakeholders. The governance policies address the
responsibilities, authority and administration of the Board of Directors. The policies
also include the responsibilities of the Principal Officer and define the reporting
relationships. Timely and accurate disclosure of information regarding the financial
situation, performance, board constitution, ownership of the company etc. is an
important part of corporate governance. Corporate governance arrangements are those
through which an organization directs and controls itself and the people associated
with it.
COMPETITORS DETAILS
Profit Mirror
Profit Mirror is an Investment Advisory Company established in Bangalore which
provides recommendations for Intraday, Stock cash, stock Futures, options in NSE &
BSE, commodities including bullions, energy, metals and agro-commodities traded in
MCX, NCDEX.
We provide Stock Market Recommendations Live through SMS and Chat room. Our
SMS facility is very efficient assuring the instant delivery of Message without any
loss of time. So, the clients get adequate time to get into the trade and fetch the profit.
Our team dwells with extremely qualified analysts who are proficient and impeccable
in their analysis. These analysts, employing their experience and cutting-edge
software tools, are able to forecast the trends in Stock Market on time and with high
accuracy. As a result, using our tips, our clients earn the most out of the share market.
We assure more than 90% accuracy in our recommendations .We believe in giving
each and every client a special treatment by providing online and telephonic
assistance.
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CAPITAL VIA
Capital Via Global Research Limited is an Investment Advisory Company which
basically provides recommendations for Stocks- Cash and F&O traded in NSE &
BSE, commodities including bullions, metals and agro-commodities traded in MCX,
NCDEX.
We also provide weekly & daily newsletters for preparing you for trading, we have
other services Commodity Calls for Commodity Comdex International Exchange.
We provide recommendations Live through SMS and Chat room. Our SMS facility is
a very efficient system ensuring the instant delivery of Message without any loss of
time. So, the clients get adequate time to enter into the trade and fetch the profit.
Our team consists of highly qualified analysts who are skilled and impeccable in their
analysis. These analysts, using their experience and latest software tools, are able to
predict the movements in share market on time and with high accuracy.
As a result, using our tips, our clients gain the most out of the share market.
We offer diversified range of services as per the investments of an investor, trader or a
broker. We assure more than 90% accuracy in our recommendations and provide a
second to none customer support. We believe in giving each and every client a special
treatment by providing online and telephonic assistance round the clock for 24 hours
in a day. The performance of our services is different and unique from our
competitors and some of our services are inventions in its own. KYS (Know Your
Stock) and Live Online Support are the best examples. If you are a Stock and
Commodity Trader then you have landed up at the right place. Join us and Feel the
Difference .In this long run of industries, every organization has to pursue some
ethical values and compliance program which sets the direction for the entire business
functions. Being into service Industry and a part of this long run, Capital Via also
carries its own values and principles which impacts organizational culture and its
values.
Capital Via, hereinafter referred to as "CV" draws its power and influence by two
things which are:
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1. Delivering Values to its customers with its handholding assistance since we assure
the clients with our disciplined trading strategies with rational approach.
2. Clients Trust since we are here due to our customers, so their trust brought us to
this level wherein we take pride to declare that we are the largest research house in
India which recommends the clients with real time data.
We are an ISO 9001 2008 certified company. We have a proven performance and
track record which makes our services different and better than our competitors. We
maintain the best of the standards in our services and provide the best quality services
to our clients. The name of Capital Via itself reflects performance, quality, standards
and satisfaction for clients. We have been satisfying the clients for more than 4 years
now and nobody else in the market is better than us in the Indian Stock and the
Commodity Market to give accurate recommendations for investments.
When you have a look at the various departments operating in Capital Via you will
find the experienced hands giving their best efforts for generating the best quality
services. We have employees ranging from more than 10 years of experience to the
novice performers who are full of power, zeal, creativity and imagination and give
more than 100% efforts to produce the best and positive results for the company.
In all its a proven truth that the company has hard earned its ISO 9001 2008
certificate and it will continue to give the services to its clients with more quality,
accuracy and standards than the expected standards of the above certificate.
BAZARCLICKS
Bazarclicks is a fastest growing financial company from Bangalore identified from
the young brain of India who had a dream in awaking investors for better investment
where most people are beat up by the market instead of beating the market. It was
formed with the complete process of identifying a potential trade, entering into that
trade, riding the trade and booking profit at the end of that trade.
Our Analysing wing is highly skilled with experienced analysis. And with an effort to
provide you more & more profit in every trade. The best way to invest in stocks is by
buying them before they are heavily promoted and hyped up in price. If you get into
20

the stock at the early phase you could make a fortune. This company was purely
created with a motive to provide technical & financial information to the people to
earn from Indian stock market and to be your partner in investing in emerging India.
STOCKTAJ
STOCKTAJ Services is an emerging Global Business Conglomerate incorporated by
the Proficient Stock Market veterans after huge success in many different models of
technical analysis. StockTaj
is well known for its vast experience in technical
Analysis for many years now has succeeded exceptionally well in all fields of short
term trading. We are a reputed Indian Stock Market Tips Providing company. Our
Strength lies in the strong and expert human resource who understands the basics of
trading very well. Thus we are able to provide the Best Stock Tips
We understand very well about the complexities a trader faces right from receiving
the expert advice till the execution of the trade.
STOCKTAJ very well understand the importance of Speed, Accuracy and consistency
at which message is to be passed to the trader in order to maximize the benefits.
STOCKTAJ Services is a professionally run company with a long term goal to
provide maximum return on investment (ROI) on every investors money .Our Strong
team is well guided by experts of stock market who are very often seen in major TV
Channels
Our Experience of many years very well understands the factors that determine a
major movement in stock market. Our Experts very well understand the impact of
change in factors such as inflation, Bank Repo Rate, Reverse Repo Rate, GDP Rate,
Global factors such is Inventory level in global Commodities Market, factors affecting
Crude Price due to uncertainties in Arabian countries, Change that brings the
movement in price which are sector specific and Thus we predict the market like no
one else does. We do understand very well that Consistency is always more important
than history. We always keep our team ahead by providing sufficient and accurate
knowledge so as to keep our investors well updated on the same and minimize the risk
involved on their investments.
21

StockTaj is now a leading Stock tips and Commodity tips advisory company which
provides experts recommendations for Stock Cash and Stock Futures traded in both
NSE and BSE. Our expertise also lies in trading in all form of Commodities which
includes Bullion like GOLD Silver, Base metals like Copper Aluminum Zinc, Energy
Products like Crude Oil Natural Gas. More so our spreaded network across the globe
helps us in even minor movements in commodities price due to any global influence.
We Provide Share Market Recommendations through SMS and Strong and
Committed Support team which helps the client in trading as well as understanding
the market well.
We feel the most important factor which keeps us motivated and helps us grow is our
large Happy Customer base across the globe who always provide us with their
valuable feedback regarding our excellent performance, accuracy, consistency,
dedication, determination, knowledge, support, and Client relations
KIRAN INVESTMENT
Kiran Investment is an Investment Advisory Company which basically provides
recommendations for Stocks- Cash and F&O traded in NSE & BSE, Commodities
including Bullions, Metals and Agro-commodities traded in MCX, NCDEX.
Kiran Investment is a group of professionals with intense experience especially in the
field of Technical & Fundamental Analysis with more than 10 years of experience.
We intend to guide you make money either as a shot-term trader or as a long-term
investor here.
We provide recommendations Live through Call, SMS and Chat room. Our tellycaller
team & SMS facility is a very efficient system ensuring the instant delivery of
Message without any loss of time. So, the clients get adequate time to enter into the
trade and fetch the profit.
Research team consists of highly qualified analysts including CFAs, MBAs (Finance),
CAs, Engineers and analytical experts who are skilled and impeccable in their
22

analysis. These analysts, using their experience and latest software, are able to predict
the movements in Equity/Commodity market in time and with a very high accuracy.
As a result, using our tips, our clients gain the most out of the financial markets.
We dont mind whether market is bullish or bearish as we know how to deal with both
of these in best way. Our strategies that involve low risk and high return.
Kiran Investment is an Investment Advisory Company which basically provides

recommendations for Stocks- Cash and F&O traded in NSE & BSE, Commodities
including bullions, metals and agro-commodities traded in MCX. Kiran Investment is
a group of professionals with intense experience especially in the field of Technical &
Fundamental Analysis with more than 10 years of experience. We intend to guide you
make money either as a short-term trader or as a long-term investor
23

3.1 REVIEW OF LITERATURE

A literature review is a text written by someone to consider the critical points of
current knowledge including substantive findings as well as theoretical and
methodological contributions to a particular topic. Literature reviews are secondary
sources, and as such, do not report any new or original experimental work. Also, a
literature review can be interpreted as a review of an abstract accomplishment.
Most often associated with academic-oriented literature, such as a thesis, a literature
review usually precedes a research proposal and results section. Its main goals are to
situate the current study within the body of literature and to provide context for the
particular reader.
A literature review is an account of what has been published on a topic by accredited
scholars and researchers. Occasionally you will be asked to write one as a separate
assignment (sometimes in the form of an annotated bibliographysee the bottom of
the next page), but more often it is part of the introduction to an essay, research
report, or thesis. In writing the literature review, your purpose is to convey to your
reader what knowledge and ideas have been established on a topic, and what their
strengths and weaknesses are. As a piece of writing, the literature review must be
defined by a guiding concept (e.g., your research objective, the problem or issue you
are discussing or your argumentative thesis). It is not just a descriptive list of the
material available, or a set of summaries.
A literature review must do these things
1. be organized around and related directly to the thesis or research question you
are developing
2. synthesize results into a summary of what is and is not known
3. identify areas of controversy in the literature
4. formulate questions that need further research
A literature review is a critical evaluation of literature published on a particular topic.

Literature reviews are different to other types of writing you may have done at
University
24

While literature reviews and essays require many of the same skills for instance,
critical thinking skills, academic writing skills and referencing skills they have
different purposes. Whereas essays require you to support your own arguments,
literature reviews require you to critique the arguments of others.
According to Keller (2005), the urge to advertise seems to be a part of human nature
evidenced since ancient times. One of the earliest means of advertising was the use of
signs. Early craftsmen used signs to advertise their wares and some traders like the
Phoenicians planted commercial messages on prominent rocks. They were among the
forerunners of modern day advertising. A significant event in the development of
advertising was the invention of a system of casting moveable type by the German,
Johannes Guterberg in 1938. The event revolutionized communication methods for
the whole world. (Keller 2005) William Catton, an early printer made advertising
history in 1478 when he printed a handbill, regarded as the first printed English
advert. In the handbill there was the advertisement of his book called SALISBURY
PYE, handbook of ruler for the guideline of the clergy at Easter. (McHugh, 2000)
According to Alonge (2001), feels that advertising can be defined as any paid form of
non-personal communication which is directed to the consumers or target audiences
through various media in order to prevent and promote product, services and idea.
This means that advertising is branch of commerce which used to create awareness
for particular product and it must be paid for. Advertising informs, educates and
persuade people to buy the advertised goods or services.
According to Agrawal (1995), the approaches by practitioners and academics over

time. Academics and practitioners historically have had a different view of advertising
strategy that is the most effective and also that this view has changed over time within
each group. Academics tend to favour the adaptation or contingency perspective
because cross-cultural or cross-national comparative studies have not shown
similarities among consumers. The conclusion of the academics is that some degree of
adaptation is necessary to succeed in foreign markets. Practitioners, in contrast, seem
to oscillate between adaptation and standardization.Agrawal suggests that the
25

preference for adaptation in the 1950s is due to low-level of familiarity with

international consumers. As the knowledge of international markets increased,
practitioners shifted towards standardization in the 1960s. In the1970s, the
practitioners again shifted towards adaptation. Agrawal (1995) suggests two reasons
for this increased nationalistic forces and a number of advertising blunders.
According to Tuflinger (1996) says advertising is the non-personal communication
of information usually paid for and usually persuasive in nature, about product,
services or ideas by an identified sponsor through the various media.
According to Gillian (1982) views it as means of drawing someones attention to
something or notifying or informing somebody of something.
3.2 Statement of the Problem.

Service providers face obstacles selling services that goods-sellers rarely face.
Services are not tangible, making it difficult for potential customers to understand
what they will receive and what value it will hold for them. Indeed some, such
as consultants and providers of investment services, offer no guarantees of the value
for price paid.
Since the quality of most services depends largely on the quality of the individuals
providing the services, it is true that "people costs" are a high component of service
costs. Whereas a manufacturer may use technology, simplification, and other
techniques to lower the cost of goods sold, the service provider often faces an
unrelenting pattern of increasing costs.
Differentiation is often difficult. For example, how does one choose one investment
adviser over another, since they often seem to provide identical services? Charging a
premium for services is usually an option only for the most established firms, who
charge extra based upon brand recognition.
26

3.3 Scope of the Study.

The scope is limited to the extent of the place, time and the information collected
during the project. It is done as a part of academic study. The scope of the study is
limited to information provided by the employees of Dream Gains, Bangalore. The
information collected is limited to the academic knowledge gained by the student
during the study of the course.
This study focuses on the knowing the importance of advertisements in the

B2C marketing.
3.4 Objectives of the study
The main objective of the project is to know that how does Dream Gains go
about creating services that meet the specific needs of customers.
To know the strategies that improves direct marketing. .
To provide our clients with wide-ranging, secured and finest financial

solutions to achieve sustained growth.
27

3.5 Hypothesis.
Hypothesis: Hypothesis is a tentative explanation for an observation, phenomenon or
scientific problem that can be tested (i.e. proved or disproved) by further
investigation.
Null Hypothesis (Ho): A proposition that undergoes verification to determine if it
should be accepted or rejected in favor of an alternative proposition. Often the
null hypothesis is expressed as "There is no relationship between two quantities."
Alternative hypothesis (HA): An alternative hypothesis (H1 or Ha) is one in which
some difference or effect is expected. Accepting the alternative hypothesis will lead
to changes in opinions or actions.
Ho: There is no significant relationship between consumer buying attitude and

consistent advertisement.
HA: There is significant relationship between consumer buying attitude and consistent
advertisement.
Particulars
Male
Female
Total
Strongly Agree
14
10
26
Agree
11
17
Disagree
16
Total
28
22
50
Degree of Freedom:
F= (R-1)(C-1)
= (2-1)(3-1)
= (1)(2)
=2
Level of significance = 5% Level (0.05)
28

Observed(O) Expected(E)
O-E
(O-E)2
(O-E)2/E
14
14.56
-0.56
0.31
0.021
12
11.44
0.56
0.31
0.027
11
9.52
1.48
2.19
0.230
7.48
-1.48
2.19
0.292
3.92
-0.92
0.85
0.217
3.08
0.92
0.85
0.276
Total= 1.063
Hence, x2 cal is 1.063 < x2 table is 5.99(@ degree of freedom (r-1)(c-1)= (3-1)*(2-1) =
2 and @ .05 level of significance in chi square table x2 table value is 5.99 it is found
greater than calculated value and thus H0 is Rejected & HA is accepted that means
Consumer Buying Attitude is significantly affected by the consistent Advertisement.
3.6 Operational definitions

Dream Gains Financial India Private Limited, an ISO 9001- 2008 certified was
established in India in 2004, and has rapidly built a significant competitive presence
in the country as certified, stock market advisory firm focusing on its business and
commitment, to provide Real value for money to all its clients. The firm operates
from its offices in Bangalore and Baroda, offering its clients with all the major
products in the Indian financial markets, which include Commodities, Equity,
Derivatives- Futures and Options, Indices- Nifty and Bank Nifty, etc. We also provide
customized fundamental analysis based reports with an investment horizon of 6
months to 3 years.
Market
This is usually the strategic location or place where the companys consumer/buyers
are situated or where they go to buy the products/services of their choice. The market
place offers different products/services to different consumers.
29

Consumer
This is the person(s) to which the advertisement and products/services are directed.
Here they are also known as buyers of a companys product.
Advertising
This is any paid form of non-personal presentation of idea, goods or services by an
identified sponsor.
Advertising Agencies
These are usually independent business organizations comprised of creative and
business personnel, who develop, prepare and place adverts for organizations so as to
attract and influence consumers behaviour towards a product or service
Outdoor Media
These cover the use of billboards, sign posts, posters, handbills, etc. in
communicating the advertising message to the consumers.
Electronic Media
These include radio, television, the internet, etc and can be either local or
international.
Product (or Service)

Because business customers are focused on creating shareholder value for themselves,
the cost-saving or revenue-producing benefits of products and services are important
to factor in throughout the product development and marketing cycles.
People (Target Market)
Quite often, the target market for a business product or service is smaller and has
more specialized needs reflective of a specific industry or niche. Regardless of the
size of the target market, the business customer is making an organizational purchase
decision and the dynamics of this, both procedurally and in terms of how they value
what they are buying from you, differ dramatically from the consumer market. There
30

may be multiple influencers on the purchase decision, which may also have to be
marketed to, though they may not be members of the decision making unit.
Pricing
The business market can be convinced to pay premium prices more often than the
consumer market if you know how to structure your pricing and payment terms well.
This price premium is particularly achievable if you support it with a strong brand.
Promotion
Promotion planning is relatively easy when you know the media, information seeking
and decision making habits of your customer base, not to mention the vocabulary
unique to their segment. Specific trade shows, analysts, publications, blogs and
retail/wholesale outlets tend to be fairly common to each industry/product area. What
this means is that once you figure it out for your industry/product, the promotion plan
almost writes itself (depending on your budget) but figuring it out can be a special
skill and it takes time to build up experience in your specific field. Promotion
techniques rely heavily on marketing communications strategies.
Place (Sales and Distribution)
The importance of a knowledgeable, experienced and effective direct (inside or
outside) sales force is often critical in the business market. If you sell
through distribution channels also, the number and type of sales forces can vary
tremendously and your success as a marketer is highly dependent on their success.
Positioning Statement
An important first step in business to business marketing is the development of your
positioning statement. This is a statement of what you do and how you do it
differently and better and more efficiently than your competitors.
Marketing efforts directed toward other businesses rather to individual consumers.
Business-to-consumer advertising may involve the promotion of products such as
copier machines, or services such as human resources consulting or logistics, that are
primarily designed for businesses. While business-to-consumer advertising focuses on
reaching a household's decision-maker, business-to-business advertising focuses on
reaching the employees of a business responsible for making capital decisions or who
31

are in charge of purchasing. While consumers may be able to make rapid decisions on
whether a product is of interest, businesses are often slower and have to go through a
more complex process because the cost of products for a business can be high and
may require approval from several levels of management
3.7 Research Methodology:
Research Type
: Exploratory Research
Research Techniques
: Survey
Population
: Bangalore City
Sample Size
: 50 Respondents
Sample Criteria
: Non-Probability Sampling
Research Tool
: Questionnaire
Sources of Data
The main sources of data collection are of two types:
Primary data
Secondary data
Primary data:
Primary sources are original sources from which the researcher directly collects data
that have not been previously collected e.g. collection of data directly by the
researcher on brand awareness, brand preference, brand loyalty and other aspects of
consumer behavior from a sample of consumers by interviewing through various
methods such as observation, interviewing, mailing etc, primary data was collected
through:
Personal Interview
Questionnaires
Observations
Experiments
32

Secondary Data:
These are sources containing data which have been collected and complied for
another purpose. The secondary sources consists of readily compendia and already
compiled statistical statements and reports whose data may be used by researchers for
their studies.
The secondary data for the study was collected through various sources such as:
Company website
Magazines
Books
Newspaper
3.8 Limitations of the study:
The study is only for Academic interest.
The study is limited to Dream Gains only.
The study was restricted only for four weeks, Due to the time constraint, in
detailed study is not possible.
Data collected is restricted to available respondents
Data collected in Dream Gains, Employees may be biased due to the limited
time period.
33

3.9 CHAPTER SCHEME

Chapter 1: Introduction
This chapter will includes an introduction to the broad area of the topic chosen,
specific area of the topic chosen, introduction to the topic itself and an overview of
industry in general.
Chapter 2: Industry Profile and Company Profile.

This chapter will include Indian overview and profile of the selected organizations in
service sector in India.
Chapter 3: Review of literature and Research Design.

This chapter will includes an introduction, review of literature, statement of the
problem, scope
of the study, objective of the problem, hypothesis, operational
definitions of concept, methodology, and limitation of the study to the broad area of
the chosen design of the study.
Chapter 4: Result, Analysis and Discussions

This chapter will include result, Analysis and discussions of the study (include Tables,
Chart and Graphs).
Chapter 5: Summary of Findings, Suggestions and Conclusions

This chapter will include Summary of Findings, Suggestions and Conclusions and
policy implications and scope of the further study at chosen topic.
34

4. RESULTS, ANALYSIS AND DISCUSSIONS

Analysis and Interpretation plays an important part of any project report based on the
historical, like this project titled A Study on Impact of Advertisement In Business
To Consumer Marketing
The analysis part helps to think on various ways and make the interpretation based on
the variables and inputs which have been accessed During customer survey. Most of
the variables are defined from qualitative to quantitative figures to take appropriate
decisions and carry forward any action to attain the target. Interpretation helps in
defining or explaining the factors of the study and take support of the inputs to take
necessary action and head further. It also helps to explain the quantitative figures
through concepts and understand the results further.
Note
The primary data has been collected through survey on behalf of DreamGains,
Bangalore.
The respondents were the buyers of services.
This analysis show level of customer satisfaction towards the services of

DreamGains.
Its show problems undergone in availing and utilizing the services given by
the DreamGains.
35

Table no. 4.1 showing gender of respondents:

Gender
No. of respondents
Percentage
Male
45
90
Female
10
Total
50
100
Source: Primary Data
Chart 4.1 showing gender of respondents:
Female=
10%
Male=
90%
Analysis And Interpretation:90% of the respondents are male and 10% are
female. Male are more interested in Trading than female.
36

Table 4.2 showing respondents age

Age (Years )
No. of respondents
Percentage
20-30
30
60
30-40
15
30
40-50
10
Total
50
100

Chart 4.2 showing respondents age
40-50
= 10%
30-40
= 30%
20-30
=
60%
Analysis And Interpretation: Out of 50 respondents, 60% are 20-30 years old,
30% are 30-40 years old and 10% are 40-50 years old. Persons between 20-30 years
are the most interested person in trading and bought more services than others.
37

Table 4.3 showing respondents Educational Qualifications

Occupation
No. of respondents
Percentage
Intermediate
10
Graduates
35
70
Post graduates
10
20
Total
50
100

Chart 4.3 showing respondents Educational Qualifications
Educational Qualifications
20%
10%
Intermediates
Graduates
Post Graduates
70%
Analysis And Interpretation: Out of 50 respondents, 10% are intermediates,

70% are Graduates and 20% are Post Graduates persons. Those who are Graduates are
more into this trading business compared to others.
38

Table 4.4 showing respondents monthly income

Percentage
Monthly income (Rs.)
No. of respondents
Less than 10,000
10,000-20,000
25
50
20,000-30,000
10
Above 30,000
18
36
Total
50
100

Chart 4.4 showing respondents monthly income
Less than
10k=
4%
Above 30k=
18%
10k-20k=
50%
20k-30k=
5%
Analysis And Interpretation: The above table and chart shows that out of 50
respondents, 4% belongs to the income category less than 10,000, 50% belongs to the
income category of 10,000 20,000, 10% belongs to the income category of 20,000
30,000 and the remaining 36% belongs to the income category of above 30,000.
Person who earned around Rs. 20,000 monthly is the chief buyers of services.
39

Table 4.5 showing respondents years of working.

Years of Working
No of respondents
Percentage
0-5
15
30%
5-8
25
50%
More than 10
10
20%
Total
50
100
Chart 4.5 showing respondents years of working.
Years of Working
20%
30%
0-5 years
5-8 years
More than 10 years
50%
respondents, 30% of the respondents are into this form of business for less than 5
years, 50% of the respondents are from 5-8 years and the remaining 20% are for more
than 10 years. Majority of the respondents are into this trading business for more than
5years but less than 8 years.
40

Table 4.6 showing whether the advertisement is essential or not.

Particulars
No of respondents
Percentage
Yes
34
68%
No
18%
Cant say
14%
Total
50
100
Chart 4.6 showing whether the advertisement is essential or not.
Essentiality of advertisement
14%
18%
Yes
68%
No
can't say
respondents, 68%of respondents believe that advertisement is essential, 18% of the
respondents dont believe and the remaining 14% of the respondents cant say.
Majority of the respondents believe that Advertisement is essential.
41

Table 4.7 showing Advertising will increase an organizations target

market and boost sales.
Years
No of respondents
Percentage
Strongly Agree
20
40%
Agree
15
30%
Undecided
14%
Disagree
10%
Strongly Disagree
6%
Total
50
100
Chart 4.7 showing Advertising will increase an organizations target

market and boost sales.
Sales
6%
10%
40%
Strongly Agree
Agree
14%
Undecided
30%
Disagree
Strongly Disagree
Analysis And Interpretation: Majority of the respondents believes that

advertising really boost sales. The above table and chart shows that out of 50
respondents, 40% of respondents Strongly Agree that Advertising will Boost Sales,
30% agree to this, 14% are undecided, 10% disagree to it while 6% of the respondents
Strongly Disagree to it.
42

Table 4.8 showing Consumer buying behavior can be influenced

through consistent advertising.
Particulars
No of respondents
Percentage
Strongly Agree
20
40%
Agree
15
30%
Undecided
18%
Disagree
10%
Strongly Disagree
2%
Total
50
100
Chart 4.8 showing Consumer buying behavior can be influenced

through consistent advertising.
Buying Behavior
10%
2%
40%
18%
Strongly Agree
Agree
Undecided
30%
Disagree
Strongly Disagree
Analysis And Interpretation: The above table shows that 40% of the
respondents Strongly Agree that Consumer Buying behavior can be influenced
through consistent advertising, 30% of them agree to it, 18% of the respondents are
undecided, 10% of them disagree to it and the remaining 2% of the respondents
Strongly Disagree to it. Majority of the respondent think that the Buying behavior can
be influenced by consistent advertising.
43

.Table 4.9 showing Advertising is a powerful tool capable of reaching
And motivating large audiences
Answers
No of respondents
Percentage
Yes
34
68
No
16
32
Total
50
100
Chart 4.9 showing Advertising is a powerful tool capable of reaching

and motivating large audiences.
No=
32%
Yes=
68%
Analysis And Interpretation: The above table and chart shows that, out of
50respondents, 68% said that the advertising is a powerful tool that is capable of
reaching and motivating large audiences.32% said that they dont think so.Majority of
the Customers believe that Advertising is really a powerful tool to reach large.
Audiences.
44

Table 4.10 showing no product can survive competition without

intensive advertisement.
Category
No of respondents
Percentage
Strongly Agree
20
40
Agree
17
34
Undecided
Disagree
12
Strongly Disagree
Total
50
100
Chart 4.10 showing no product can survive competition without

intensive advertisement.
Survival
8%
12%
40%
6%
Strongly Agree
Agree
undecided
34%
Disagree
Strongly Disagree
Analysis And Interpretation: The above table shows that out of 50 respondent,
40% of respondents strongly Agee that no product can survive competition without
intensive advertisement 34% of them agrees to it, 6% are undecided, 12% of them
disagree to it and the remaining 8% strongly disagree to this. Majority of the
respondents Strongly agrees that no product can survive competition without intensive
competition.
45

Table 4.11 showing the satisfaction level of customers.
Satisfaction level
No of respondents
Percentage
Satisfied
36
72
Dissatisfied
18
Highly Dissatisfied
Not sure
Total
50
100
Chart 4.11 showing the satisfaction level of customers.
Highlydissatisfied=
6%
Not sure=
4%
Dissatisfied=
18%
Satisfied=
72%
respondents, 72% are satisfied customers, 18% are dissatisfied customers, 6% are
highly dissatisfied and the remaining 4% are not sure about their satisfaction.
Majority of the respondent are satisfied about their expectation of the services.
46

Table 4.12 Table showing Selection of Advertising media is of

primary concern to an organization.
Particulars
No of respondents
Percentage
Strongly Agree
18
36%
Agree
14
28%
Undecided
10%
Disagree
18%
Strongly Disagree
8%
Total
50
100
Chart 4.12 showing Selection of Advertising media is of primary

concern to an organization.
Selection of advertising Media

8%
36%
18%
Strongly Agree
Agree
10%
Undecided
Dissgree
28%
Strongly Disagree
Analysis And Interpretation: The above table and chart shows that 36% of
respondents Strongly Agree, 28% of respondents Agree, 10% are undecided, 18%
Disagree and the remaining 8% are Strongly Disagree that selection of advertising
media is of primary concern. Majority of the respondents Strongly Agree that
selection of advertising media is of primary concern.
47

Table 4.13 showing an organization must consider its financial status

before embarking on advertisement.
Particulars
No of respondents
Percentage
Yes
25
50
No
18
36
Cant say
14
Total
50
100
Chart 4.13 showing an organization must consider its financial status

before embarking on advertisement.
Can't say =
14%
Yes =
50%
No =
36%
Analysis And Interpretation: The above table and chart shows that 50%
respondents believe that any organization must consider its financial status before
embarking on advertisement, 36% of the respondents do not agree to it and the
remaining 14% respondent cant say about it. Many of the respondents believe that an
organization must consider its financial status before embarking on advertisement.
48

Table 4.14 showing whether consumer recommends others to buy

Dream Gains service or not.
Particulars
No of respondents
Percentage
Yes
32
64
No
18
Cant say
18
Total
50
100
Chart 4.14 showing whether consumer recommends others to buy

Dream Gains service or not.
Can't say=
18%
No=
18%
Yes=
64%
respondent recommend others to buy Dream Gains services, 18% respondent does not
recommend and the remaining 18% cant say whether they recommend or not. Most
of the respondents recommend others to buy Dream Gains services.
49

Table 4.15 shows whether the advertisement of Dream Gains is

effective or not as compared to other companies.
Advertisement
No of respondents
Percentage
Very effective
16
32
Effective
30
60
Not sure
Total
50
100
Chart 4.15 shows whether the advertisement of Dream Gains is

effective or not as compared to other companies.
Effectiveness
Not sure
8%
Very effective
32%
Effective
60%
respondents believed that advertisement of Dream Gains is very effective and it will
be reality as compared to other companies, 60% said that it is effective and the
remaining 8% are not sure. Most of the respondent thinks that the advertisement of
Dream Gains is effective as compared to the companies.
50

Table 4.16 showing the form of advertisement that is most effective

according to customers.
Company
No of respondents
Percentage
INTERNET
27
54
MAGAZINE
20
40
TELEVISION
Total
50
100
Chart 4.16 showing the form of advertisement that is most effective

according to customers.
Television=
6%
Magazine=
40%
Internet=
54%
respondents said that Internet is the best medium, 40% respondents said that it was
Magazine and remaining 6% said that television was good in terms of effectiveness.
Most of the respondents said that Internet is the most effective form of Advertisement.
51

5.1 FINDINGS
Male are more interested in Trading than female.
Persons between 20-30 years are the most interested person in trading and
bought more services than others.
Those who are Graduates are more into this trading business compared to
others.
Person who earned around Rs. 20,000 monthly is the chief buyers of services.
Majority of the respondents are into this trading business for more than 5years
but less than 8 years.
Majority of the respondents believe that Advertisement is essential.
Majority of the respondents believes that advertising really boost sales.
Majority of the respondent think that the Buying behavior can be influenced
by consistent advertising.
Majority of the respondents strongly agrees that no product can survive

competition without intensive competition.
Majority of the respondents strongly Agree that selection of advertising media

is of primary concern.
Many of the respondents believe that an organization must consider its

financial status before embarking on advertisement.
Most of the respondents recommend others to buy Dream Gains services.
52

Most of the respondent thinks that the advertisement of Dream Gains is

effective as compared to the companies.
According to respondents, Internet is the best medium of advertising.
Dream Gains is not an easy to approach that is the reason why there are not
many students who have done their project from this company.
Competition among service companies is higher than we think.
53

5.2 SUGGESTIONS
The company should concentrate more on different advertisement program

because advertisement is the best method for attracting consumers
according to the respondents.
When the consumers tries to buy the product, Family members can
influence much in his decision making; therefore, agent should know the
importance of family members and tried to convince them also.
There are some dissatisfied service holders and the company must find out
the root causes and address them properly because dissatisfied customers
always tell others about their dissatisfaction that can make others to think
the company in that way.
There are many persons who do not buy a Service only from one
company; therefore the company should also contact those who already
have service in Dream Gains or in other company.
The company should continue to give training and project guidance to the
students because this will bring a good return to the company in many
forms.
More financial consultant (Agent) indicates more customers, therefore, the

company should try to have financial consultants as many as possible.
54

5.3 CONCLUSIONS
In a study of consumer views on advertising carried out, more than half of the
respondents described advertising as a channel of information from the manufacturer
to the consumers. Some said it was a manipulation, propaganda and a misleading
marketing instrument. While advertising can be seen as necessary for economic
growth, it is not without social costs, it is increasingly invading public spaces, such as
schools, hospitals, buses, etc, which some have argued is a form of consumer
exploitation. However, the same advertising techniques used to promote commercial
goods and services can be used to inform, educate and motivate the public about noncommercial issues such as AIDs, political ideology, etc.
The most effective media are often very expensive; the inexpensive media may not
reach your target market, thereby making it difficult for most organizations to run
adverts. Advertising increase barriers to entry and reduce competition as measured by
increase in monopoly profit. Moreover, advertising not only helps to maintain
superior stand in the industry and profit maximization, it provides information about a
products or services and also gives consumers free television and radio programmes.
Advertising is a non-personal communication directed at a target audience through
various media in order to present and promote products, services and ideas. The cost
of media space, time and advertisement production is borne by the sponsor or
sponsors.
Advertising gives a clear image for any product or service of a company which is a
great asset. A well-structured and continuous advertising might stand as one of those
strategies to sustain a distinct market position. It could also help to identify strong
market competitors. Advertising has taken Dream Gains far in their industry and built
up a strong image for the company but recently, due to relent in their advertising
effort, some little problems have been identified there.
55

5.4 POLICY IMPLICATIONS AND SCOPE FOR FURTHER

STUDY:
Service research is a vast area. It is to be analyzed interims of risk involved in
investment and therefore future research to be conducted in depth by using statistical
tools. These service companies will run several risks and it is challenging for small
scale Service Company, the companies offering services should have strong financial
ability to cope up with the risk involved. Small scale Service Company has to be
careful in entering in to service business.
56

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A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

TO CONSUMER MARKETING AT DREAM GAINS PVT. LTD

their products or services through "branding," which involves associating a product

of persuasion, such as a Public Service Announcement (PSA).

The media should be easily accessible to the public.

REVA INSTITUTE OF SCIENCE AND MANAGEMENT

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

Avenue advertising. In 2010, spending on advertising was estimated at $142.5 billion

REVA INSTITUTE OF SCIENCE AND MANAGEMENT

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

2.1 INDUSTRY PROFILE

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

REVA INSTITUTE OF SCIENCE AND MANAGEMENT

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

Examples of tertiary industries may include the following. :

REVA INSTITUTE OF SCIENCE AND MANAGEMENT

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

2.2 COMPANY PROFILE

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

REVA INSTITUTE OF SCIENCE AND MANAGEMENT

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

Limited but quality calls. 3-4 calls on a daily basis.

An accuracy of 85-90% maintained on all our intraday calls.

Complete support through SMS and chat room

3-4 calls in stock on Stock Futures on a daily basis.

Complete support through chat room and SMS.

Follow ups and all important news and economy updates.

REVA INSTITUTE OF SCIENCE AND MANAGEMENT

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

Dedicated customer relationship managers providing 1-1 attention.

Complete telephonic support

Complete technical support

Close to 20 nifty and bank nifty calls in 22 trading sessions in a month

Nifty Futures System:

Complete support through chat rooms and calls.

REVA INSTITUTE OF SCIENCE AND MANAGEMENT

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

Positions will be squared of the same day- Intraday calls

Complete support through SMS and chat room

Follow ups and all important news and economy updates

An accuracy of 80-85% maintained on all our intraday calls

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

Limited but quality calls. 3-4 calls on a daily basis.

An accuracy of 85-90% maintained on all our intraday calls.

Recommendations are given in Bullion and National precious metals.

Complete support through SMS and chat room

Calls on all the major agri commodities

Intraday and positional calls

2-3 calls in a day

Complete support through SMS and chat room

Follow ups and all important news and updates

Morning levels of the major commodities with support and resistance

An accuracy of 80-85% maintained on all our calls

REVA INSTITUTE OF SCIENCE AND MANAGEMENT

A STUDY ON IMPACT OF ADVERTISEMENT IN BUSINESS

20 hours of online support

20 hours of offline support

Support only on one product i.e, Equity, Commodity, Index(Nifty)

Delivery based suggestions

Options based suggestions