Declaration

I do hereby declare that this project titled,” Advertisement effectiveness of INOX

is a record of bona fide research carried out by me under the supervision of Mr.
Abhijit Roy, Lecturer of Gyan Jyoti college
I further declare that this project is prepared exclusively by me and has not
previously formed the basis of aware of any degree, diploma or other similar title
of recognition

Date:
________________
Place: Signature

1
 Acknowledgement

I owe a great many people who helped and supported me during the compiling of
this project report.
My deepest thanks to my teacher Mr. Abhijit Roy, Lecturer department of
management ,Gyan Jyoti College, as well as internal guide of the project for
guiding and correcting various document of mine with attention and care. He has
pain to go through the project and make necessary as and when needed.
My deepest thanks to external guide Mr. Diptimoy Ghosh, marketing executive of
INOX, Siliguri. He helped me in understanding the project and assisted in my
project report. He helped me in gathering the data for this project report. He took
his precious time out to give me the information on the effective advertisement
adopted by the INOX.
I express my thanks to the principal Prof. Jayram sureshof Gyan Jyoti College for
extended his support.
My deep sense of gratitude to all who have supported and guided me. Thanks and
appreciation to the helpful people at INOX for their support.
I would also thank my institution and my other faculty members without whom
this project would have been a distant reality.
I also extend my heartfelt thanks to my family and well wishers.
I would also thank all my friends who have directly or indirectly assisted in my
work.

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________________

Date: Signature

Certificate from internal guide

To whom it may concern

This is to certify that the project entitled “comparative study of advertisement
effectiveness” at ‘INOX’ multiplex, area of marketing submitted to Gyan Jyoti
College in partial fulfillment of requirement for the award degree of Bachelor of
Business Administration in the record of original and independent work carried out
by Mr. Sohan Dhar under my guidance and supervision.
This has not been previously formed a basis of the award of any
degree / diploma or other similar title of recognition.

_________________________
Date Signature of Internal Guide

3
4
5
1. Decla

2. Ackno
6
 Introduction

Meaning of advertisement:-
Advertising is basically a type of communication. It attempts to persuade potential
customers to purchase or consume a product or service. It is designed in such a
way that it creates and reinforces brand image and brand loyalty.
What are the different types of advertisement in multiplex?
Advertising persuades members of a particular market to take some form of action,
such as buying a product or service. There are many ways to spread an advertising
message. A good ad campaign incorporates several types of advertising to get
maximum exposure.
1. Television Advertising
TV commercials are a popular way to mass-market messages to large audiences.
Although this medium has the ability to reach a high number of potential buyers, it
is also one of the most costly forms of advertising. For example, one 30-second
TV commercial during the Super Bowl cost about $3 million in 2009.
Infomercials are another form of television advertising. The infomercial is
different than a commercial because it is longer, includes more product
information, and has more of a personal tone. Although they are also costly to
produce, infomercials are highly effective in creating impulse buys because of
their demonstrative and persuasive nature.
2. Radio Advertising
Radio commercials are an effective way for businesses to target a group of people
based on location or similar tastes. For example, a local night club seeking college
student clientele would probably consider advertising on a local pop station.
Likewise, a country and western bar would choose a local country station.

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 3. Print Advertising
Magazine and newspaper ads are another way to spread the word about a product
or service. Print also offers the ability to target a specific audience based on
geography or common interests. Print advertising usually includes larger display
ads, as well as classified advertising. The classifieds are typically very affordable,
whereas display ads are a bit more pricey.
4. Online Advertising
Advertising online is an increasingly popular method for promoting a business.
There are many forms of online advertising. Banner ads are image ads displayed
on web pages. Google Ad Words is another popular form of online advertising that
matches an ad to an Internet user's search inquiry.Social network marketing has
been the fastest-growing form of Internet advertising. This includes using sites like
Face book, Twitter, and LinkedIn to promote a product or service. Many social
networks have advertising available, such as Face book Ads.
5. Billboard Advertising
Billboard ads are large advertisements displayed on structures in public places.
Most commonly, billboards are located along highways to target passing motorists.
Another type of billboard advertising is a mobile banner or billboard. This can
range from the signs seen at major sporting event arenas to billboard
advertisements pasted on the sides of semi trailers.
6. In-Store Advertising
In-store advertising takes place within a retail store. For example, a company that
produces a new cleaning product might include an end cap display when they ship
the product to stores. This gives the store an attractive display that draws attention
to the new product. Other types of in-store advertising include banners and display
cases.

Different research method of advertising effectiveness:-

Good planning and control of advertising depend on measure of advertising
effectiveness. Following are some commonly used research method:-

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1. Communication effect research:-
It seeks to determine whether an advertisement is communication
effectively. It popularly known as copy testing. There are three method of
advertising pretesting:-
(a) Direct rating method:-
It asks consumer to rate the advertisement on their ability to
communicate to the consumer. Here the parameters are attention,
cognitive and effective.
(b) Behavior strength:-
How well does the advertisement suggest action? It assesses the behavior
of customer of a particular product of a particular advertisement.
(c) Port folio test:-
It asks consumer to view or listen to a port folio advertisement taking as
much time as they need. Consumer are than ask to recall all the
advertisement and there content.

1. Sale effect research:-

The effect of advertisement on generating sales in difficult to measure as a
sales are influence by so many factor other then advertisement like product
feature, price and availability of products. The researcher try to measure
sales impact either historical approach or experimental approach. Historical
approach involves analyzing part sales and past advertising expenditure and
find out a correlation between them. Experimental approach involves
dividing the test consumer into some group who are expired to different
level of advertisement and find out the level of purchase of various groups.
There are two type of test to measure advertising effectiveness.

(a) Recognition test:-

It is not final measure of advertising effectiveness. In fact it is a very
easy method by using attention getting devises like catchy visual and
flashy colour. This stage does not increase purchase by consumer so
advertiser conduct another test.

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(b) Recall test:-
It is a kind of memory test. That attempts to measure the impression are
penetration made by an advertisement on reader or viewers mind. The
final objective of recall test is to find out whether the respondent has
established a strong connection between brand name and sales message.
The day-after recall test is a common method to evaluate television
commercial. Some recall test used AIDs to helps audience member to
remember while do not use such AIDs thus it is more demanding than
recognition.

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 Need of the study
• It acts as a Safety measure:
Testing effectiveness of advertising helps in finding out ineffective
advertisement and advertising campaigns. It facilitates timely adjustments in
advertising to make advertising consumer oriented and result oriented. Thus
waste of money in faulty advertising can be avoided.
• Provides feedback for remedial measures:
Testing effectiveness of advertising provides useful information to the
advertisers to take remedial steps against ineffective advertisements.
• Avoids possible failure:
Advertisers are not sure of results of advertising from a particular
advertising campaign. Evaluating advertising effectives helps in estimating
the results in order to avoid complete loss.
• To justify the Investment in Advertising:
The expenditure on advertisement is considered to be an investment. The
investment in advertising is a marketing investment and its objectives
should be spelt out clearly indicating the results expected from the
campaign. The rate and size of return should be determined in advance. If
the expected rate of return is achieved in terms of additional profits, the
advertisement can be considered as effective one.
• To know the communication Effect:
The effectiveness of the advertisement can be measured in terms of their
communication effects on the target consumers or audience. The main
purpose of advertising is communicated the general public, and existing and
prospective consumers, various information about the product and the
company. It is therefore desirable to seek post measurements of advertising
in order to determine whether advertisement have been seen or heard or in

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 other words whether they have communicated the theme, message or appeal
of the advertising.

• Compare two markets:

Under this procedure, advertising is published in test markets and results
are contrasted with other. Markets – so called control markets – which have
had the regular advertising program. The measurements made to determine
results may be measurements of change in sales, change in consumer
attitudes, changes in dealer display and so on depending upon the objectives
sought by the advertiser.

12
 Statement of the problem

When I made marketing survey for my industrial project, I have faced different
types of problems. Some limited are:-

➢ Low co-operation of the respondents.

➢ Most of the respondent did not specify which portion of study about INOX
need to be modify.

➢ Some of the respondent’s view is that ticket fare of INOX movies is costly.

➢ During the advertisement of INOX most of the respondent ignores it so they

are not ready to comment on advertisement.

➢ Most of the rural respondents are not aware of advertisement of INOX.

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 Objective of the study
The long term objectives of advertising are broad and general, and concern
the contribution advertising should make to the achievement of overall company
objectives. Most companies regard advertisingly main objective as hat of proving
support to personal selling and other forms of promotion. But advertising is a
highly versatile communications tools and may therefore by used for achieving
various short and long term objectives. Among these objectives are the following:

1. To do the entire selling job (as in mail order marketing).

2. To introduce a new product (by building brand awareness among potential

buyers).

3. To force middlemen to handle the product (pull strategy).

4. To build brand preference (by making it more difficult for middleman to sell
substitutes).

5. To remind users to buy the product (retentive strategy).

6. To publicize some change in marketing strategy (e.g., a price change, a new

model or an improvement in the product).

7. To provide rationalization (i.e. Socially acceptable excuses).

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8. To combat or neutralize competitors advertising.

9. To improve the moral of dealers and/or sales people (by showing that the
company is doing its share of promotion).

INDUSTRY PROFILE

It is unlikely that Indian’s experience with the multiplex from of cinematic

exhibition can be comprehended without understanding the mechanisms of the
liberalized economy in which it emanated. But to locate its personal and impact as
being solely the affection stemming thereof would in some ways amount to a
limited and inadequately informed view. Since its inauguration in 1997, the Indian
multiplex experience has been smattered with instances that stand in opposition to
its immediate environs. Incoherent, inconsistent, possibly transitional yet
aggressively attention, these lend to it markings of an indigenous, self-derived and
developed nature.
The multiplex intervention, as of the moment, can be termed as appropriating
varying audience segment to stabilize and secure its own position, establish its
distinction and engage the audiences in a varying film viewing exercise. It has
emerged as comprising a mix of seemingly contradictory strains wherein central
and peripheral tendencies coexist. Taking cues from each other, multiplex all over
the country are making for variable that don’t just originate, or correspond with,
the existing common needs of their audience, but have also identified and
accommodated overlapping tastes and preferences by readying access to fare,
which may have previously been considered as lacking numerical encouragement
vital for profitability.
Most art films and much of parallel cinema have usually faced reluctance from
distributors and exhibitors alike. Given the limited response they face, bodies like

15
the National Film Development Corporation (NFDC) have regularly stepped in to
support them financially alongside promotion them at forms like film festivals and
national network television. Their penetration into the multiplex can first be
located in simple mathematics, the proliferation of screens, enhancing access to
films. More important than simply the number of screens is the fact that even
though more cinemas are getting converted and new multiplexes are being set up,
the number of seats has not increased in equally proportion. It is only when new
multiplexes are constructed that seating capacity has recorded an increase.

While the capacity at a single screen cinemas is usually in the region of 850to
1000 seats, or sometimes a little over that, a single screen in a multiplex seats a far
smaller audience, because when a cinemas is converted from one to multiplex
screen the seats get divided among them, though not equally. Anupam PVR,
India’s first multiplex situated in Delhi, was converted to four screens, two with
capacity of over 300 seats and the others with 150 seats.
Multiplexes have charted cautiously in relation to industry films. In relation to
Bollywood, multiplexes have not depended entirely on conventional films as they
are in any case competing with the single screen cinemas which draw larger
audiences. This is not only because they have a greater seating capacity, but
because they are more accessible. They usually outnumber multiplexes, are located
within easy reach and, more importantly, offer the same product at a lower price.
Besides, a thriving video piracy industry coupled with a deep penetration of cable
television meant that the multiplex settled for exhibiting selected films usually the
awaited, big budget, publicized, mostly familial films. These films coincide with
the multiplex’s redefinition of cinemas as a family outing comprising other
amenities like food and games. Since it needs only a section that would guarantee
a sellout of its limited seats being offered at a higher rate, it tends to exclude the
average Bollywood films. But in so doing it has managed to elicit viewership from
upper class segments, which previously may have held reservation towards

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cinemas going, given the lack of facilities like air conditioning, upscale interiors
and so on.
From its present shape, there only emerge more queries then any concrete
predictions. Will the rapid spread of the multiplex and its concentration in
particular zones with audiences constituting existing and potential markets for the
retail entities supporting the multiplex, emerge as the dominant trend, and push
doors for further segregation and institutionalization of segmented audiences,
leading to branded multiplexes? Or will encouragement from the various
governments drive away the multiplex, aiding its penetration into other urban and
semi urban, non-affluent territories? Will the multiplex alter existing film from so
as to align with its own plush and colourful appearance? Or will it encourage
alternative films?

Its dispersal away from well-heeled spaces is crucial if the intention is for it to
emerge as at least a pan-urban, if not a pan-Indian experience. Well meaning as
government policies may be, without their committed implementation and in the
absence of the shopping mall cultural in other location, the possibilities of the
multiplex there remain suspect. But in the meanwhile cinema stands redefined for
the Indian viewer as composed of fare other than the regular three-hour film
transitional as it may be, there are definitely more films to choose from. And the
choices are not merely linguistic.

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 Company Profile
Siliguri, 24th December 2009: After revolutionizing the way the rest of India
watches movies; INOX-India’s favourite multiplex, is make an entry into Siliguri
on Christmas day 25th of December 2009 located at Orbit mall on Sevoke road
INOX is having four screen and 1041 seats. INOX is also the pioneer of the
multiplex culture in west Bengal including in Kolkata and 1 each in Darjeeling,
Durgapur, Burdawan and Siliguri. Nationally, INOX operates 38 multiplex and
144 screens in 25 cities across India.
INOX won ‘ICICI Entertainment Retailer of the Year’ award in 2005, TAAL
multiplex in 2006 and Emerging Superbrand of the year 2006-2007 award. INOX
Leisure Ltd. Will continue its expansion into places like Jodhpur, Ahmedabad,
Bhopal, Mangalore, Coimbatore, Hubli, Bhuvaneshwar etc. Its merger with CCPL

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(89 Cinemas), has given INOX access to an additional 9 multiplexes in West
Bengal and Assam.
Luxury is the corner stone of all INOX multiplexes: plush seats with ample leg
space, lush carpeting auditoriums, a spacious lobby, all backed by world class
hospitality takes the movie viewing experience at INOX, Siliguri into another level
altogether. All INOX properties are located in the premium locations and
symbolize excellence in design, ambience, features, safety, and service. Fitting
with the state of the art projection and acoustic equipment, they provide a superior
cinema viewing experience comparable with the best cinemas in the world.
“INOX ensure that movie lovers In Siliguri enjoy the top of the line INOX
experience. With INOX’s convenient location, easy accessibility and modern
comforts, aims to revolutionize the movie watching experience in Siliguri.”
The programming mix includes Hindi, English, Bengali and other regional films.
Additionally, INOX Siliguri is equipped with a fully automated box office with
computerized ticketing.
Offering greater variety in theatre food, INOX has introduced REFUEL, its in-
house brand of theatre food, which serves an extend mean of flavored popcorn, hot
and cold snacks, beverages and a variety of combo meals.INOX was also chosen
post a nationwide tender to design, contruct and operate the prestigious multiplex
in Goa that hosts the Internation Film Festival of India.

Review of literature

The purpose of this study was to explore the effectiveness of cinema advertising.
Specifically to quantify the proportion of cinema audiences who had an
opportunity to see advertising messages screened prior to a movie; to calculate the
number of brands recalled by movie goers exposed to advertising messages; and to
detail the level of advertisement recognition displayed by movie goers exposed to
advertising messages. The findings raise some questions about the effectiveness of

19
cinema advertising. First, a reasonable proportion of the audience was not exposed
to any advertising, although this is, arguably, also a characteristic of other media.
Second, the low levels of unprompted recall, the vagueness with which
respondents recalled some advertisements, and the varying proportions of
respondents able to recall any details about the advertising content, raises more
questions than it addresses about cinema advertising and its effectiveness. Overall,
it seemsreasonable to conclude that, while cinema may fulfill a useful role as a
support medium, media schedules in which it is the dominant medium may be
unable to generate high frequency.Cinema advertising, effectiveness, exposure,
recallCinema attendance worldwide has increased rapidly in recent years and this
growth inattendance has seen a parallel increase in the utilization of cinema as an
advertising medium. In addition to the increasing reach of cinema, some
researchers have argued that cinema possesses a number of advantages which
make it a more attractive medium than has hitherto been recognized. In the only
major study to explore cinema advertising,
Johnson identified the high quality, high resolution presentation offered by
cinema; the"social" aspect of movie going which, he suggested, ensures decision-
makers viewadvertising in the company of purchase influencers; the captive
environment of cinema, and the lack of clutter affecting the medium, as reasons for
its increasing popularity. The lower reach when compared to traditional broadcast
media, and booking constraints. In order to further demonstrate the attractiveness
of cinema as an advertising medium. The first of these tracked the recall levels
of respondents interviewed during various time periods following known exposure
to anadvertising stimulus. The results, reproduced below, appear to constitute a
sound argument for the effectiveness of cinema advertising as a means of
generating awareness. However, key points which require further clarification
include how the specific effects of the test set of advertising were differentiated
from those of the numerous other advertisements respondents would have been
exposed to during the research project.

Methodology

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Research methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done systematically. In
simply it is a study of researcher and the methods are used by the researcher for
conducting research.
The method lies which I have used are:
SAMPLING:It refers to the method of selecting a sample from a given
universe with a view to draw conclusion about the universe.
a) sample area: for the study I choose different areas of siliguri-
salbari, sevoke road, court more, Bidhan market, Deshbandhupara, Darjeeling
more, S.F. road,
b) Sample technique: Random sampling
sample size: 30 outlets
Data collection:
Primary data: Information gathered through the questionnaire
Secondary data: company websites, Books, Magazines, Trade journals, Internet
Questionnaire: Questionnaire is a list of research or survey questions asked to
respondents and designed an extra specific information.
Representation of data:
a) Pie-chart: a pie-chart is a circular chart divided into sectors, illustrating and
relative magnitude or frequencies
b) Bar-chart: a bar-chart or bar-graph is a chart with rectangular bars with
length proportional to the values that they represents.

21
 Data analysis

Mean: mean or Arithmetic mean is defined as the sum of observation divided

by the number of observation. Symbolically x= weight age average mean is
obtained on multiplying the values of the variables by the corresponding
weights and then dividing the sum of product by the sum of the weight.

1. Which media do you prefer most for advertisement?

Frequency(f Percentag
) e
Audio media 1 3
Audio visual
media 20 67
Print media 7 23
Outdoor media 2 7

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 Weighted
Frequency(f) Score(w) Score(f*w)
Audio
media 1 1 1

Audio
visual
media 20 4 80

Print media 7 3 21

Outdoor
media 2 2 4

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Total number of respondent =30
Mean =wi*fi/n
Where,
wi = score assigned
fi = number of responses received in each case
n= sample size
Mean =wi*fi/n= 106/30 = 3.53
Hence in this case we see that mean=3.53, which is closer to 2 and
3. It is a response between ‘Print media’ and ‘Audio visual media’.
So we can say that it is a good response.

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2. Which type of advertisement do you like most specially for multiplex?

Frequency(f
)
Emotional
Humour
Psychological
Rational

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 Weighted
Frequency(f) Score(w) Score(w*f)
Emotional 2 1 2
Humour 16 4 64
Psychological 4 2 8
Rational 8 3 24

Total number of respondent = 30

Mean = wi*fi/n
Where,
wi= score assigned
fi= number of responses received in each case
n= sample size
Mean = wi*fi/n = 98/30 = 3.27
Hence in this case we see that mean=3.27, which is closer to 2 and 3. It is a
response between ‘Humour’ and ‘Rational’. So we can say that this two type of
advertisement customer like most.

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3. In which local channel do you find ‘INOX’ advertisement?

Frequency(f Percentag
) e
CCN 19 63
BINODON 4 13
High TV 7 23

Frequency(f Weighted
) Score(w) Score(w*f)
CCN 19 3 57

Binodon 4 1 4

High TV 7 2 14

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Total number of respondent =30
Mean = wi*fi/n
Where,
wi= score assigned
fi= number of responses received in each case
n= sample size
Mean= wi*fi/n = 75/30 =2.5
Hence in this case we see that mean=2.5, which is closer to 2 and 3. It is a
response between ‘CCN’ and ‘High TV’. So we can say that it is a good response.

4. How many times you can recall the brand of ‘INOX’ in television media?

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 Frequency(f Percentag
) e
5 times 17 57
6 times 7 23
8 times 4 13
10 times 2 7

Total number of
Weighted respondent =30
Frequency(f) Score(w) Score(f*w)
Mean= wi*fi/n
5 times 17 4 68
6 times 7 3 21 Where,
8 times 4 2 8 wi= score assigned
10 times 2 1 2 fi= number of

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respondent received in each case n=
sample size
Mean= wi*fi/n = 99/30 =3.3
Hence in this case we see that mean= 3.3, which is closer to 3 and 4. It is a
response between ‘5 times’ and ‘6 times’. So it is not a good response.

5. How many times you have seen the advertisement of ‘INOX’?

Frequency(f Percentag
) e
Every day 7 23
Once in a week 13 43
Twice in a week 6 20
Monthly 4 13

30
 Frequency(f Weighted
) Score(w) Score(f*w)
Every day 7 3 21
Once in a week 13 4 52
Twice in a week 6 2 12
Monthly 4 1 4

Total number of respondent =30

Mean= wi*fi/n
Where,
wi= score assigned
fi= number of responses received in each case
n= sample size
Mean= wi*fi/n = 89/30 = 2.97
Hence in this case we see that mean= 2.97, which is closer to 2 and 3. It is a
response between ‘Every day’ and ‘Twice in a week’. So we say that consumers
are often seeing the advertisement of ‘INOX’.

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6. Which type of advertisement media is more effective for ‘INOX’?

Frequency(f Percentag
) e
Print 3 10
Outdoor 5 17
Television 16 53
SMS 6 20

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 Frequency(f Weighted
) Score(w) Score(f*w)
Print 3 1 3
Outdoor 5 2 10
Televisio
n 16 4 64
SMS 6 3 18

Total number of respondent =30

Mean = wi*fi/n
Where,
wi= score assigned
fi= number of responses received in each case
n= sample size
Mean = wi*fi/n =95/30 =3.17
Hence in this case we see that mean=3.17, which is closer to 2 and 3. It is a
response between ‘SMS’ and ‘Television’. So it is a good response.

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 7. Are you aware of this brand ‘INOX’?

Frequency(f Percentag
) e
YES 28 93
NO 2 7

Thus from the above we can predict that most of the people are aware of the
brand ‘INOX’.

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 Finding

After the analysis of my survey result, I find that:-

➢ Most of the respondents are aware about INOX.

➢ In Siliguri, most of the customer prefer audio-visual media and print media
for advertisement.

➢ Consumers are like humour and rational type of advertisement for multiplex.

➢ Most of the respondent are say that they see INOX advertisement in CCN
channel so it is a good response.

➢ INOX has its loyal customer but some people think that it has high price.

➢ Consumer prefers INOX as a good quality multiplex.

➢ Consumers often see INOX advertisement. So they are interested to see

movie in INOX.

➢ In rural area most of the people are not aware of brand INOX.

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 Conclusion

After the completion of my industrial project and overall study of advertisement

effectiveness at INOX, I came to know that most of the people are aware of the
brand INOX.
INOX advertise their brand in different ways like TV advertisement, standees,
banner, hoarding and through SMS. By this advertisement most of the people
know about INOX and the movie schedule. INOX to aware movie timing, INOX
distributes the movie leaf let schedule which consists of various movie released
and its timing to different out lets like box office counter, shops and different out
lets which is having a tie up with INOX.
By the market survey, I came to know that most of the people in market prefer
audio-visual media for advertisement and INOX give there advertisement in TV so
consumer response is very good.
Most of the people are like humour advertisement but the INOX give informative
advertisement. By this informative advertisement helps to gather proper
information about the brand INOX.
Basically advertisement is important to aware the consumer about brand name. So
every brand try to make their advertisement effective to the consumer. Now a
day’s advertisement plays a vital role in every aspect of our daily life and to have a
long term effect on consumer mind.

36
 Suggestions
By the survey of market I find that some part of INOX needs modification.
This are:-

➢ To communicating with more consumers INOX need to give

advertisement in print media.

➢ INOX have to give there advertisement in rural area because in rural

area many people are do not know about INOX.

➢ Most of the respondents are aware of INOX advertisement in CCN

but INOX is given advertisement in HIGH TV media. So it is better
to give advertisement in CCN

➢ Some of the people define problem is the distance of the INOX.

➢ INOX give informative advertisement but most of the people like

humour and rational advertisement.

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 Appendix

Format of Questionnaire

Name: - Occupation:-

Address:-

Phone no:-

E-mail ID:-

1. Are you aware about this brand ‘INOX’?

(a)Yes (b)No

1. How often you go to ‘INOX’?

(a)Frequently (b) Occasionally (c) Very often

1. Which media do you prefer most for advertisement?

(a)Audio media (b) Audio visual media (c) Print
media
(d) Outdoor media

1. Which type of advertisement do you like most?

38
 (a)Emotional (b) Humour (c) Psychological
(d) Rational

1. Have you ever seen the advertisement of ‘INOX’?

(a)Yes (b) No

1. In which local channel do you find ‘INOX’ advertisement?

(a) CCN (b) Binodon (c) High TV

1. How many times you can recall the brand of ‘INOX’ in

television media?
(a)5 times (b) 6 times (c) 8 times (d) 10 times

1. How many times you have seen the advertisement of ‘INOX’?

(a)Every day (b) Once in a week (c) Twice in a
week (d) Monthly

1.

Can you recognize this brand?

(a)Yes (b) No

1.

Can you recognize this brand?

(a)Yes (b) No
39
1.

Can you recognize this brand?

(a)Yes (b) No

1. Do you require any modification in the advertisement of

‘INOX’?
(a)Yes (b) No

2. Which type of advertisement media is more effective for

‘INOX’?
(a)Print (b) Outdoor (c) Television (d) SMS

1. What impact does advertisement have on multiplex?

(a)High impact (b) low impact

1. Can you give your valuable suggestion on advertisement of

multiplex?
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 Thank you

Bibliography
Selected books References

41
 Name of Author Title of BookName of publisher
Dutta and Dutta Marketing Management Vrindapublication
Kotlar Philip Marketing Management Prentice Hall

Websites which I have used

http://www.google.com
http://www.inoxindia.com

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