p ppppppppppppppppppppppppppppppppppppppppppppppppppppp p p A Research Proposal p p On p p p p COMPARATIVE STUDY OF p p p p PATTERN OF ADVERTISEMENTS IN p p p p TIMES OF INDIA p p AND p p p p INDIAN EXPRESS p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p p ppppppppppppppppppppppppppppppppppppppppppppppppppppp p p p
Introduction: With an increase in global competition, technology advances and fast informed consumers, it has become important for business to make a powerful impact on target audiences and markets. Therefore marketing communication strategies has become an important part of company’s overall performance. Introduction Advertising has been defined as “a powerful communication force and a vital marketing tool helping to sell goods and services, image and ideas…” (Wright 1983). Similarly, Roderick (1980) defines advertising as “a message specified by its originator, carried by a communication system and intended to influence and/or inform an unknown audience”. Advertising may also be seen as “a group of activities aiming at and including dissemination of information in any paid product or service to compel action in accordance with the intent of an identifiable sponsor.” (Doghudje,1985) Advertising has a long history, with some opinions tracing its origin to the story of Adam, Eve and the Serpent in the Bible (Okigbo 1985 and Klepper 1985). Wright (1983) however opines that advertising started in ancient Babylon at about 3000 BC when inscriptions for an ointment dealer, a scribe and a shoe maker were made on clay tablets. Sandage and Fryburger (1963) argue that Egyptians first wrote runaway – slave announcements on papyrus at about 3200 BC. Situation in India In India, town-crying and hawking were the earliest forms of advertising. These have survived in many Indian villages till date. With respect to media advertising, which is the focus of this paper, Sandage and Fryburger, 2006:) suggest that the first media advertising was done in London in 1477 when a prayer book was announced for sale while the first newspaper advertising appeared in the Boston Newsletter in 1704. The print media came into India in 1859 with the appearance of a Yoruba language newspaper, iwe Iroyin published by Reverend Henry Townsend at Abeokuta. The publication carried an advert in the form of an announcement for the Anglican Church. Advertisement: -
Advertisement consists of all activities involved in presenting to target audiences, non-personal paid massage relating to a product, idea or service. It can be done through various Media. i)
Electronic Media.
ii)
Multi Media.
iii)
Print Media.
iv)
Outdoor Media etc…
Future advertisement classified as: -
Social Advt. Political Advt. Retail Advt. Financial Advt. Corporate Advt. However for any kind of advertisement media selection is an important & challenging taste for the Company or Firm. Advertisement through print media specially in newspapers is gaining important due to increase in literacy, circulation & improvement in quality of printing. According to the 1993 annual report of the register of Newspapers, there has been a growth in total circulation of details in 1998 over 1991 circulation increased from 5.3 crore in 1991 to 10.6 crore in 1998, it directly 100% increment. Hence statement of problem is that a comparative study of advertisements in Time of India and Indian Express. Someone once said “effective advertising- it’s a bit like trying to interest a deaf tortoise” (unknown). By glossary terms, ‘effectiveness’ has been described as ‘the degree to which a system’s features and capabilities meet the users’ needs (Carnegie Mellon Glossary, 2004). This falls apt for the field of advertising too. Effective advertising can be described as a paid form of communicating a message which is persuasive, informative, and designed to influence purchasing behavior or thought patterns, and meets the goals that it set out to do. It is such advertising that welcomes one into the world of advertising in India.
1)
Objectives of the study: The present study has the following specific objectives: i)
To study and assess, advertisements in Times of India.
ii)
To study and assess, advertisements in India Express.
iii)
To compare advertisements of Times of India and Indian Express.
iv)
To Study and understand impact of print-media advertisements on trade and commerce.
2)
Hypotheses of the study: This study is an attempt of understanding the impact of print-media advertisement with special reference to Times of India and Indian Express. To execute this study following hypotheses are drawn: H1
Trade of advertisement in Times of India is higher than Trade of advertisements in Indian Express.
H2
The numbers of advertisements in Times of India is higher than trade of advertisements in Indian Express.
H3
Times of India earns higher income through advertisements than Indian Express.
3)
Scope of the study: The coverage and scope of the study provide insight into advertisements in two leading newspaper of India published from Mumbai, which include Times of India and Indian Express. Times of India and Indian Express involve advertisements on the study. for the period of January – 2013.
4)
Significance of the Study: The study will help in understanding the impact of print-media advertisements to the Government, Politicians, Industrialist, Traders and Commercial Activities, as various types of advertisements are appeared in Times of India and Indian Express. It will further help in understanding the positive impact on students and housewives. It will also examine the role and performance of advertisements and its positive impacts on foreign investors and foreign institutes who are interested in dealing with Indian Trade and Commerce. The findings of this study will also provide an insight to various corporate houses. Thus, the study by enlarge will help the impact of print-
media advertisements with reference to leading newspaper of India published from Mumbai touch all groups of society. Meaning and definitions of advertisement Randal (2003) defines market driven or market oriented journalism as ‘an organization which selects target markets for its product, identifies the wants and needs ofpotential customers in its target markets, and seeks to satisfy those wants and needs as efficiently as possible’ (2003). For a news organization, a strong market orientation implies that the newspaper, magazine, or television station will aggressively seek to determine the kinds of information that readers or viewers say they want or need and will provide it, says Randal (2003).In his famous book, “Market Driven Journalism-Let the Citizen be aware?”. Verma (1999), writes, ‘adopting sensitivity to audience ratings similar to that of local television news, news papers has diminished the traditional role of ‘professional’ journalists as arbiters of which events and issues are news worthy’. He states further, ‘managers are telling journalists to let the public decide what becomes news by paying attention to what kinds of reports are most highly valued in the marketplace. Citing the present market driven corporate model of print media in operation, Manus says, ‘this market driven journalism may lead to four social impacts: the consumers are likely to learn less from the news, consumers may be misled, news may become manipulative, and viewers may become apathetic about politics (1994). Verma (1999) wrote that news papers are now moving ‘to embrace such topics as parenting or hobbies or shopping, and willingness to billboard such subjects onthe front page-often at the expense of the government news papers have diminished. (1991). Bogart (1982),former executive vice-president of the Newspapers Advertising Bureau, wrote, ‘many editors appear to have been convinced that more and bigger photographs and more ‘features’ and ‘personality journalism’ were necessary counters to the visual and entertainment elements of TV (1982). Nash (1998), a former journalist, argues that competition for audiences is driving a trend toward trivial news. He argues further, ‘by chasing the passing whims of focus groups and surveys, most news papers have shriveled coverage of major political, economic and social issues in favor of soft features, personality profiles, how to advice and a focus on the process rather than the substance of governance’. Thussu (2007, 2005 and 2000) too concurs with the same definitions of Randal. The media scope of the South, writes Batra et al (2005) has-been transformed in the 1990s under the impact of ‘neo-liberal, market-oriented economic
policies’ that encourage privatization and deregulation. In India, the increasing mercerization of news, Thussu (2005) argues, has created a façade of media plurality when in fact it is ‘contributing to a democratic deficit in the world’s largest democracy’. Batra et al (2005) also address that theme: ‘’…crude market-oriented media systems do not allow for any distinction between people’s roles as consumers, which are private and individual, and their roles as citizens, which are public and collective. This is why market-oriented media have a tendency to produce economic benefits while simultaneously creating democratic deficits.’ In his latest book, ‘News as Entertainment’, Verma (1999) argues, ‘fierce competition between proliferating news networks for ratings and advertising has prompted them to provide news in an entertaining manner and broadcasters have adapted their news operations to retain their viewers or to acquire them anew’. ‘In the process, symbiotic relationship between the news and news formats of current affairs and factual entertainment genres, such as reality TV has developed, blurring the boundaries between news, documentary and entertainment’, says Thussu (2007).Such policies include opening up the media industries to profit-seeking transnational corporations who are more interested in entertainment than public service (Shakuntala and Navjit, 2007). “With post cold–war globalization, the US inspired news and entertainment programs made up of game, chat, and reality shows; programming that Clausen (2004) calls ‘the transnational genre conventions’ has come to dominate the medias cape of the South, including the content of the Indian media” (Shakuntala and Johal, 2007). Today, the Indian media are passing through dramatic shift in favor of consumerism and the content of the media is becoming more and more market driven (Sharma, 2002). Batra et al (2005)points out that a similarsituation in the US has caused the market driven journalism in print media in the post 1990s. Randal (2000), in his extensive studies, quoting the works ofAlbers (1995), Kohli and Jaworski (1990), and Batra et al (2005) on the US print media market-driven journalism, including content analysis, found that thereare two types of market driven journalisms: Strong market orientation and Weak market orientation. Strong market orientation media had lesser content of publicsphere or public service and public affairs than weak market orientation. However, Randal (2003) observed that despite market driven journalism of the strong market oriented media, the latter retained the accountability to the public and its adversarial role. One more assumption about the market driven journalism of strong market oriented print media is,
‘they devote excessive resources to the publication’s Murthy et al. appearance and to providing readers with devices that allow easy processing of information’ (Randal, 2000;Manus, 1996). Nash (1998), for example argues that the ‘editors are spending less time considering content and much more on layout, graphics, typefaces, pictures or photos and grabby headlines”. Randal (2003) applied his methodology of content analysis only to analyze two things broadly: i.) content differences among strong andweak newspapers, ii.) lay out differences in making up pages. Robin (2000) in his exhaustive study on Indian news paper revolution placed much of the emphasis on the strategies the strong corporate houses adopted, which got Indian print media in treating the localization of news as a saleable commodity. He observed that commercialization of local news in the form of color supplements on a variety of subjects has been the singular strategy for increasing advertisements and revenues, besides expanding the readership zones state and district wise (2000). Writing about the revolution of Hindi news papers in the heart land of India, Sevanti (2007) traced that the upsurge in the post 1990s was due to the synchronous working of several factors such as increased literacy and political awareness among the rural people due to the BJP and Mandal politics, besides the tilt of the bigger corporate media from the elitist class to literacy class. Secondly, she also noted that the rural revolution in the Hindi heart land was also a post television phenomenon. People who happened to access the television got excited at the developments and the reporting’s seen on the small screen and liked to curiously know more about them in the print media next day (Nina, 2007). Thirdly, there was a phenomenal localization of news in the form of additional supplements which placed emphasis on the local crime, politics, entertainment and life styles. All this added to the growing popularity of Hindi news papers region wise and by 2006, the Hindi news papers occupied the top 5 positions among the top 10 positions throwing English news papers like the Times of India logo for 11th position (Nina, 2007). Though the works of Robin (2000), Thussu (1995 -2007) and Nina (2007) indicated the existence of the characteristics of market driven journalism in the Indian print and TV media, they are based more on observations than any systematic study. We, however, found that in Nina’s latest work (2007), she had indeed collected samples of regional editions and examined the items against the characteristics of market driven journalism, a chapter which she had exclusively done under the title ‘The Universe of the Local News’ on the Hindi papers. But such a study was not done against the English news dailies such as what we have taken in our study. Randal Beam (2003) argued that the strong market oriented media
players still retained the grit for the accountability and not pandered to the audience interests. The Role of Gender in Advertisements Gender has certainly been a critical factor in market segmentation strategy for advertisers (Wolin & Korgaonkar, 2003).Given the different ways men and women process information, researchers have recommend that retailers employ specifics strategies to appeal to the differences between genders (Ray, 2002). Results from studies in traditional advertising mediums (e.g., television, radio, print) have been consistent with expectations from information processing theories; where men preferred simple ads with straightforward comparative appeals, while women responded better to more verbal, complex, and informative ads (Putrevu, 2002). Men also respond more favorably to ads that reference self where as women responded better to ads referencing self and others (Meyers-Levy, 1988). Both genders responded favorably towards ads that corresponded with respective genderroles (Ray, 2002); however, in a study of participants self-referencing as either traditional (gender-stereotyped) or non-traditional (androgynous, feminine-men, masculine-women), when encouraged to self-reference, both traditional and non-traditional participants were more responsive to non-traditional or gen-der-neutral advertisements (Morrison & Shaffer, 2003). Again, these findings were been based on traditional advertising mediums (i.e., offline). Verifying these same dispositions towards advertising in an online environment can be difficult because the highly dynamic online environment make it not just an advertising medium but a customer communications forum and channel of distribution (Wolin & Korgaonkar, 2003). The capacity of multi-media messages in the web, both solicited and unsolicited by consumers, allows retailers broad reach in their advertising abilities. However, there have been some studies that exam-ine the information processing similarities and differences between males and females, as presented in Role of Age in Advertisements As children’s activities online change as they grow older, so does their exposure to and engagement with digital advertising (Brady, Farrell et al. 2008; Rideout, Foehr et al. 2010). Tweens for example are a social group given much attention both by advertisers and academics. At this age (8-12) children are increasingly consuming digital media but their use has different patterns from that of older teenagers on whom much of the research has been focused (Ray, 2002).
On the link between age and television-viewing behavior, Shavitt et al. (1998) found that younger consumers (age 18 to 34) generally reported more favorable advertising attitudes than older people did and were more likely to believe that advertising lowers prices for the products that they buy. McCarty and Shrum (1993) found that age has been shown to correlate with both values and television viewing. They found that as age increased, news programming tended to constitute a greater proportion of total viewing, and movies represented a lower proportion. Marital Status and Attitudes towards Advertising Moser and Reed (1998) in their research of consumers' attitudes toward optometrist advertising also found a significant relationship between marital status and consumers’ attitudes toward optometrist advertising. Income Level and Attitudes towards Advertising Shavitt et al. (1998) found that respondents with lower income were demonstrating a more favorable attitudes towards advertising and believe that advertising results in lower prices McCarty and Shrum (1993) found that those with more income tend to watch less television and women with higher family incomes watched less television in general, and less drama and action/adventure in particular. Women with higher family incomes tended to view a greater proportion of news programming. Aurangzeb (1994) examined the effects of income level on attitudes toward hospital advertising but no significant relationship has been established. Educational Level and Attitudes towards Advertising Shavitt et al. (1998) found that respondents with less education were demonstrating a more favorable attitudes towards advertising and believe that advertising results in lower prices. Aurangzeb (1994) found education level was related to consumer dispositions toward hospital advertising. The higher the education level of the consumers, the more likely they were to favor hospital advertising. McCarty and Shrum (1993) found that that those with more education tend to watch less television, and education was related to male viewing of action/adventure programming, with more education associated with a lower proportion of viewing of this genre. Ethnicity and Attitudes towards Advertising
Shavitt et al. (1998) also took into consideration the impact of ethnicity in attitudes towards advertising and found that nonwhites like advertising overall more than white respondents do, less likely feel that advertising insults their intelligence, and more likely to believe that advertising results in lower prices for the products. Verma (1999) explores the issue of audience alienation by assessing the reactions of nontargeted groups to ethnically targeted advertising in a multicultural Asian country, namely India It utilizes the dominant ethnic group (tamil) and a major non-dominant ethnic group (Bhojpuri). His findings include Bhojpuri will react negatively to tamil language advertisement and vice versa (to a point). The issue raised in his research is the impact of the language chosen for the advertisements that are adapted to the local country and target market. As the findings indicate, if the language used in an ethnically targeted advertisement is not the dominant group’s language, there is a possibility of negative reactions from those not targeted
The Links between Personal Values and Attitudes towards Advertising In order to understand the consumers’ way of perception on global brand advertising, so that to decide which strategy, standardization or customization, to choose one very possibility is to understand their value system. Orput it another way, the relationship between consumers’ personal values and their attitudes towards advertising must be understood. The link between personal values and attitudes towards sex/humor appeals and attitudes towards advertising in general. It have been addressed before by Rastogi et al (1996). They conducted a study in US and India to examine and contrast the relationship between personal values (using Rokeach value system) on the one hand and attitudes toward sex/ humor appeals and attitudes towards advertising in general on the other hand. Using path analysis technique, among their findings are one set of personal values will influence attitudes toward a given advertising appeal in the U.S (for eg. RVS items such as “Obedient” and “ Ambitious” influence attitudes towards sex appeals in advertising in negative fashion in both India and the US. In the US case, “Obedient” presents a further negative influence through its negative effect on attitudes towards advertising in general). They also found that while “Comfortable life”
shows an indirect and positive effect on attitudes towards sex appeals in advertising in India, Culture and Attitudes towards Advertising Culture is “a mental map which guides us in our relations to our surroundings and to other people” (Downs, 1971). Culture affects a person’s view of the world, as well as how they perceive themselves (Alkhafajii, 1995). Culture also affects and reflects the values and attitudes of members of a society. In a marketing context, consumer behavior is predicted by values (Henry 1976 and Kahle 1990), and as Levy (1971) indicates, values offer explanations for the way consumers behave. Thus the importance of studying value differences across cultures has long been accepted by researchers (Uelttschy, Ryans 1997). On the cultural fit between advertising for global brands and customers’ expectation, Pae, Samiee and Rai (2004) mentioned that the cultural values are reflected both in advertising themes and in their execution styles. Even when advertisements are standardized, based on similar consumer expectations from products (e.g uses), cultural differences will make it difficult to standardize their execution style. Therefore, the central requirement in global advertising is the cultural fit between the values in the advertising message and the values of the receiver. Pae et al also emphasized that “It is important to understand the differences in learning and thinking patterns between local consumers and the home markets (eg US or European) when formulating international advertising strategy ”. 5) Company Profiles Indian Express The Indian Express Group was the unifying voice behind India‘s struggle for independence. Today, it is the leading light in the battle against corruption as well as empowering the people of India. The Indian Express began its journey in 1932. Since then, the Group has grown from strength to strength. From a single edition to 35 national editions, 14 publication centers and 7 language dailies that reach over 19 million people across the country.
For the millions of readers, the name "Indian Express" evokes a feeling of faith and trust in the belief that ‗their Express‘ will provide the true picture of India and the world at large. Published from 21 centers across the country, the newspaper has been identified with credible and fiercely independent journalism in India. One of the most influential newspapers of the Indian subcontinent, The Indian Express has been the watchdog for the Indian people, fiercely treading the terrains of investigative and pro-active journalism. Some of the most shocking stories in the history of Indian journalism are credited to this newspaper. For instance, it showed how slavery existed in 20th century India when an Express reporter actually bought a woman from the market and wrote the famousstory of Kamla. When the Press was muzzled and gagged and democracy kept in prison in 1975 during the Emergency, The Express was one of the few papers to stand up and speak out against the anti-democracy moves of the government, it was the loudest voice and the strictest critic to bring the guilty to account, at the highest levels of power wielding authority, and enable the return of freedom to the people of India. Express, virtually single-handedly, overthrew the then government by forcing it to hold a free and fair national elections. Now, adapting to the changing world are the brands of the Group that cover every sector one can conceive of. The aggressively independent The Indian Express, the courageous style of The Sunday Express, the supremely analytical nature of The Financial Express, the indomitable Locate, the insightful Lokprabha, the sprightly Screen, the breaking-news-at-breakneck-speed providing Express Online and the comprehensive Business Publications Division throw light on a range of topics such as Indian politics, economy, business, society and culture. As India evolves, you can be sure that the Indian Express Group will evolve too, to keep pace with whatever tomorrow will bring in an unending effort to arm India with the knowledge to deal with an uncertain future and ensure it remains the champion of freedom for the world at large. To turn the above into reality, The Indian Express Group boasts an extensive newsgathering and marketing infrastructure as well as a state-of-the-art communications network that is one of the best in the Indian publishing industry. The Founder: Ramnath Goenka For Ramnath Goenka, the founder of the Indian Express Group, a newspaper was not just another business. It was a mission, a vocation and a calling. The running of
The Indian Express was, for him, not a matter of profit and loss but a vehicle of national empowerment. Two elements made him a true original. His sense of history and his instinct of patriotism. He was one of the few who preferred to stay away from the corridors of power, watching, counseling and cautioning instead. From the 1960s, when he felt that the country's leadership had strayed from the moorings of the nation's founders, he led a relentless campaign against corruption in public life. The persecutions he suffered in the process have since become a part of journalistic folklore. In the process, he scripted a new chapter in the history of India. That of Journalism of Courage. It is this pioneering, intrepid spirit that drives the Group even today. Ramnath Goenka matters because he was the first to conceive of one newspaper covering the whole of India. Functioning as a beacon for all those who wanted to know the true and right path. He switched on the light, we are guided by it.
Chairman & Managing Director : Viveck Goenka An Engineer by qualification, a newspaper publisher by profession and a socially committed citizen by choice, Mr. Viveck Goenka is the Chairman & Managing Director of Indian Express Newspapers (Mumbai) Ltd., one of the most widespread newspaper publishing groups in India. He is also a Director of the United News of India. He has been Director of The Press Trust of India (PTI), a Council member of the Audit Bureau of Circulation (ABC), and was one of the youngest past presidents of the Indian Newspaper Society (INS). He continues to be an Executive Committee Member at the INS. His commitment to the progress and development of media had led him to be a Council Member of the National Readership Studies Council and was on the Board of Governors of the Media Research Users Council, two leading organizations providing research data on media in India. He is a member of the Advertising Association, India Chapter. He was also a member of the International Advertising Association Inc., New York. He has developed several business publications like Express Computer in imparting information in development of modern technology. One of his initiatives, a North American edition of ―The Indian Express‖, is a reflection of his commitment to disseminate information about India to the millions of Indians living abroad.
In a country where most media, especially print is closely held, and does not believe in professional management, Mr. Goenka has actively supported, nurtured and encouraged professionals not just in management but also in editorial. He has created an atmosphere of freedom and independence for editorial teams of all Express publications. His only stipulation, be just, be free of bias, be dauntless in the spirit of the Express founder Ramnath Goenka and live up to the Express ethos of ―Journalism of Courage‖. It is his commitment to editorial independence that has made the Express Group the first choice of editorial professionals across the country. As a concerned citizen of India, Mr. Goenka has set up various Trusts to help the less privileged in some of India's most backward areas. His personal beliefs also found expression in the group publications which are always at the forefront in taking up socially relevant causes. Their Brands Today, the Indian Express Group boasts an extensive news gathering and marketing infrastructure as well as a state-of-the-art communications network within the Indian publishing industry. From a single edition to 35 national editions, 14 publication centers and 7 language dailies that reach over 19 million people across the country. As dynamic and multi-dimensional as the communications industry itself, the Group is constantly evolving to keep in touch with tomorrow. Technology is being constantly updated. Innovative ways of doing business are explored. Expansion plans into newer areas of communication are under way. Adapting to the changing world are the brands of the Group that cover every sector you can think of. The courageous style of The Indian Express, The Sunday Express, and the supremely analytical nature of The Financial Express, the indomitable Loksatta, the insightful Lokprabha, the sprightly Screen, the Express Online and the Business Publications Division throw light on a range of topics such as Indian politics, economy, society and culture. As India evolves, you can be sure that the Indian Express Group will evolve too, to keep pace with whatever tomorrow will bring.
The Times of India The Times of India was founded on 3 November 1838 as The Bombay Times and Journal of Commerce In Bombay,during an intermediate period between the Mughal and British Raj. Published every Saturday and Wednesday, The Bombay Times and Journal of Commerce was launched as a semi-weekly edition by Raobahadur Narayan Dinanath Velkar, a Maharashtrian Reformist. It contained news from Britain and the world, as well as the Indian Subcontinent. The daily editions of the paper were started from 1850 and in 1861, the Bombay Times was renamed as The Times of India after amalgamation of three more newspapers. In the 19th century, this newspaper company employed more than 800 people and had a sizeable circulation in India and Europe. After India's independence the ownership of the paper passed on to the then famous industrial family of Dalmiyas and later it was taken over by Sahu Shanti Prasad Jain of the Kunal Jain group from Bijnore, UP. India's press in the 1840s was a motley collection of small-circulation daily or weekly sheets printed on rickety presses. Few extended beyond their small communities and seldom tried to unite the many castes, tribes, and regional subcultures of India. The Anglo-Indian papers
promoted purely British interests. Robert Knight (1825–1892) was the principal founder and the first editor of the Times. The son of a London bank clerk from the lower-middle-class, Knight proved a skilled writer and passionate reformer. Knight helped create a vibrant national newspaper industry in British India. When the Sepoy Mutiny erupted, Knight was acting editor of the Bombay Times and Standard. He broke with the rest of the English language press (which focused on Indian savagery and treachery) and instead blamed the violence on the lack of discipline and poor leadership in the army. That angered the Anglo-Indian community but attracted the Times's Indian shareholders, who made him the permanent editor. Knight blasted the mismanagement and greed of the Raj, attacking annexation policies that appropriated native lands and arbitrarily imposed taxes on previously exempt land titles, ridiculing income taxes, and exposing school systems that disregarded Indian customs and needs. Knight led the paper to national prominence. In 1860, he bought out the Indian shareholders and merged with the rival Bombay Standard, and started India's first news agency. It wired Times dispatches to papers across the country and became the Indian agent for Reuters news service. In 1861, he changed the name from the Bombay Times and Standard to The Times of India. Knight fought for a press free of prior restraint or intimidation, frequently resisting the attempts by governments, business interests, and cultural spokesmen. 21st century The Times of India is published by the media group Bennett, Coleman & Co. Ltd. This company, along with its other group companies, known as The Times Group, also publishes The Economic Times, Mumbai Mirror, Pune Mirror, Bangalore Mirror, Ahmedabad Mirror, the Navbharat Times (a Hindi-language daily broadsheet), the Maharashtra Times (a Marathilanguage daily broadsheet) and Ei Samay (a Bengali daily). In late 2006, Times Group acquired Vijayanand Printers Limited (VPL). VPL used to publish two Kannada newspapers, Vijay Karnataka and Usha Kiran, and an English daily, Vijay Times. Vijay Karnataka was the leader in the Kannada newspaper segment then. In April 2008, the Chennai edition was launched. The paper's main rivals in India are Hindustan Times and The Hindu, which hold second and third position by circulation. In Feb 2013, the Kolhapur edition was launched. The Times of India has its markets in major cities such as Mumbai, Delhi, Chennai, Kolkata, Bengaluru, Hyderabad, Indore, Jaipur, Ahmedabad, Coimbatore, Madurai, Patna, Pune, Kochi, Lucknow, Nagpur, Nashik, Panaji, Mysore, Hubli, Mangalore, Bhubaneswar,
Visakhapatnam, Chandigarh, Raipur, Ranchi, Guwahati, Trivandrum, Aurangabad, Kolhapur and Bhopal.
TOI's first office is opposite the Chhatrapati Shivaji Terminus in Mumbai where it was founded Notable employees •
Girilal Jain, Former editor of TOI
•
Vineet jain, MD, current Chairperson
•
Samir Jain, Vice-Chairman & Publisher
•
Jug Suraiya (associate editor, columnist, "Jugular Vein," cartoonist, "Dubyaman II")
•
Swaminathan Aiyar (columnist, "Swaminomics")
•
R. K. Laxman ("You Said It" editorial cartoon, featuring the famous Common Man)
•
Shobha De, columnist
•
M J Akbar, Columnist, "The Siege Within" and former Editorial Team
•
Gurcharan Das, Columnist
•
Chetan Bhagat, Columnist, Sunday TOI
Times Group Network Zigwheels: ZigWheels brings to its visitors reviews, road tests, technology, tools and tips, as well as special features on cars and bikes. It features easy-to-use widgets such as the new car & bike prices, Resale value of used cars, information on dealerships across cities and best deals. It has emerged as a hassle free platform for buyers as well as car and bike enthusiasts looking for new car search as per budget or make, latest news in the industry or hot launches, and exclusive previews and videos. Speaking Tree: Speaking Tree.in is the India's largest online spiritual network that offers one on one interaction between spiritual masters and seekers. With over 100 acclaimed masters including Deepak Chopra, Jaggi Vasudev and Sri Sri Ravi Shankar the site encourages spiritual conversations among users across multiple forums. Healthmeup.com: HealthMeUp covers modern day health concerns like diet and fitness, workouts, weight loss advice, healthy living tips, and even low-fat, quick and easy recipes.
2. Literature Review 2.1 Overview of Advertising in India This section highlights the salient features of the advertising industry in India and how globalization has played a key role in making Indian ads so important to understand. India’s Advertising Industry grew by 23% in the year 2000-01. Hindustan Thompson Associates (HTA) maintained the number one position out of India’s top 100 advertising agencies, with a gross income amounting to 2074 million Rupees (US$42.9 million) in 200001. The agency which came in second place in terms of gross income was Ogilvy & Mather (O&M) with 1258.7 million Rupees (US$26.04 million), and Mudra Communications came in third place with 1069.9 million Rupees (US$22.1 million). With the liberalization and globalization of the Indian economy, firms have been aggressively and vigorously promoting their products and services. These practices raise questions about truthfulness and fairness of representation of products and services. In a competitive environment such as that in India, every representation of a product or service is about what others are not. The Indian population is becoming very sophisticated about advertising now. They have to be entertained. Time is a scarce and precious resource. The approach to the advertisement and the consumer has to be changed constantly to keep grabbing the attention of the consumer over and over again. “Honesty” could be a prerequisite for a product in India. “In this business, you can never wash the dinner dishes and say that they are done. You have to keep doing them constantly” (Wells, 1996). Indian advertising has been placing more emphasis on the importance of both recall and persuasion as brand differentiating messages. Another factor that needs to be considered is the language in the country. Englishlanguage advertising in India is among the most creative in the world. TV advertising (especially in the Hindi language) has made major headway in the past 10 years, especially with the advent of satellite TV. Indian TV channels have fashioned themselves after Western channels. Most advertising on such channels is glitzy, smart and tailored for the different classes. The
importance of the Hindi-speaking market (which is also fluent in English) is borne out from the fact that STAR TV, once an all-English channel, is now rich in Hindi programs such as Tanha (literal translation being ‘lonely’, an Indian soap opera), and Kaun Banega Karodpati (who will be a millionaire), which is a Hindi version of the famous Who Wants To Be A Millionaire. Even the British Broadcasting Corporation is reportedly toying with the idea of airing Hindi programs (Bullis, 1997). Most major international advertising firms have chosen local Indian partners for their work in this market. Mumbai (formerly Bombay) remains the centre of the advertising business in India. India also has a diverse and growing number of daily newspapers. Since 1991, the increase of business and financial news reports in English-language and vernacular dailies has paralleled the economic reform program and the movements of the stock markets. Leading business newspapers include Business Standard and Economic Times. Magazines include India Today, Business India, Business Today, and Business World. In addition, the Internet is now emerging as a truly global medium that does not conform to country boundaries. Creativity and advertising will affect the perceptions and values so much that the shape of culture soon is simply an advertisement-induced version of culture. Print Media Advertising Concept of Print Media Throughout the history of mass communication, print was the only readily accessible means of storing information and retrieving it at will. Print is the keeper of records, great literature and accomplishments. It differs from broadcast media in several ways. For example, print media delivers messages that is one topic at a time and one thought at a time, whereas television and electronic media use a simultaneous approach, delivering a great deal of information in a rapid fire manner. Furthermore, print advertising has a history and credibility unmatched by broadcast advertising. These differences have important consequences for advertisers and media planner to consider. Print Advertising The foundation of modern advertising message strategy and design lies in the early print formats. The earliest mass produced commercial messages either Comparative analysis of The New Indian Express, Times of IndiaBabasabpatilfreepptmba.com appeared in newspapers or as handbills. Thus many advertising guidelines originated with print and print techniques, such as headline writing, are still considered basic concepts. Many things have changed over the years. Television
has had a tremendous impact on advertising. Visuals, which were limited in the early press to infrequent woodcuts, are now as important as worlds. Print advertising continues to be important, however and still serves as a foundation in that its techniques are the easiest to understand and analyze. Print Media in India Compared with many other developing countries, the Indian press has flourished since independence and exercises a large degree of independence. In 2001, India had 45,974 newspapers, including 5364 daily newspapers published in over 100 languages. The largest number of newspapers were published in Hindi (20,589), followed by English (7,596), Marathi (2,943), Urdu (2,906), Bengali (2,741), Gujarati (2,2,15), Tamil (2,119), Kannada (1,816), Malayalam (1,505) and Telugu (1,289) The Hindi daily press has a circulation of over 23 million copies, followed by English with over 8 million copies. There are four major publishing groups in India; the Times of India Group, the India Express Group, the Hindustan Times Group, and the Anandabazar Patrika Group. India has more than forty domestic news agencies. The Express News Services, the Press Trust of India, and the United News of India are among the major news agencies. India, one of the World’s Greatest Media Markets Bazar is an apt analogy for the country‘s media melee, which with more than 55,000 newspapers and periodicals, 16 round – the –block news stations among its 100-odd television out an information soup as varied as it is vibrant. The newspaper- some have suave front type on thick white newsprint, some printed on paper so thin that the ink smudges on the fingers-are peddled in large swathes from the capital New Delhi to tiniest towns and hamlets. Even though its literacy rate is about 65 percent, its billion-strong population, its vibrant tradition free speech and its myriad tongues, coupled with constitutionally enshrined democratic freedoms, make India home to perhaps the largest numbers of news papers and periodicals in the world. The capital alone sustains more than a dozen national dailies, with multiple editions and bureaus around the country unheard of in any world capital. In the beginning of this millennium, newspapers were published in as many as 101 languages and dialects besides English and 18 principal languages.
Subsequently, the circulation of newspapers has shot up from 115 million in 2001/02 to 142 million in 2002/03- a whopping 24 percent increase. At last count, the total number of registered newspapers in India stood at 55,780 and the total circulation of newspapers was 142 million. Experts say India‘s multitudinous media is gathering ever rising numbers of addicts who tune in and pore over its content, a growth that has been faster than the growth of literacy. Indian viewers have access to about 100 channels in various languages, including 16 round-the-clock channels broadcasting in English, the national language Hindi, or several regional languages. With viewer ship for news growing, a news channel has become an essential ingredient in any distribution bouquet for cable providers. Sensing the tremendous potential of the Indian media, leading players from the global industry are now flocking to the sub-continent-Financial Times, Business Week and The Wall Street Journal, to name a few. The floodgates opened after the government lifted a five-decade ban to allow foreign investors to buy up to 26 percent in the Indian print media. Newspaper owners saw the potential of roping in strategic investors who could improve the quality of their products and pump in fresh funds.
To Order Full/Complete PhD Thesis 1 Thesis (Qualitative/Quantitative Study with SPSS) & PPT with Turnitin Plagiarism Report (<10% Plagiarism) In Just Rs. 45000 INR*
Contact@
Writekraft Research & Publications LLP (Regd. No. AAI-1261) Mobile: 7753818181, 9838033084 Email: info@writekraft.com Web: www.writekraft.com