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Marketers also know the importance of powerful words and use them as

'Punchlines'for their product/brand endorsements. Although the Punchline as a

marketing tool comes under Advertising which itself comes under the 'Promotion'

of Marketing Mix. But there is a strong need of paying special attention to these

One-liners or Punchlines or Ad slogans.

1.1.4Advertising:-

First, the launch confirms that television - audio-visual content - is the medium

that offers advertisers the most effective and persuasive way to talk to consumers

and is what they most aspire to use. And consumers will be watching more

television as technology, including broadband and mobile, makes it available

wherever they want it.

Second, the "experts" quoted in the article failed to point out that push and pullmedia fulfil different roles within the creation, adoption and purchasing cycle of

brands, and that to fund the latter from the former is a rash move unless your only

horizon is very short- term. Google video advertising is much more likely to

replicate the role that below the line investment - point of sale, direct mail, etc -

fulfils. As I know from advertisers I have worked with recently, broadcast plus any

interactive format, be it online, search, mobile, or iTV, is a cracking combination,

but it's dangerously easy to over- attribute the effect to the response-generating end

of the activity.

Third, there are loads of emerging technologies which will deliver television innew and exciting ways but, just because it's another form of telly, please don't

assume broadcast TV will necessarily be challenged by it. I'm sure you'd prefer

that I didn't keep writing letters like this to you.

1.1.5 Audio-Visual Advertising:-

Advertising copy is the reading matter or spoken materials or text to be

shown on TV. It includes the words, sentences, subheads, headlines, figures in an

Advertisement.

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1.1.6 Introduction to Research Study:-

Hence the title of the Research study is Impact of Punchlines used inAudio-Visual Advertising of Health-Care Product Categories on Women

Customers.

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1.2 P roblem Definition :-

Audio-visual advertising has widely affects the buying behavior of a

consumer. Now a days different companies have come up with aggressive

advertising though Radio, Television and press media. The study will be carried

out to find how these Audio-Visual advertising affect in customers mind and

audience, whether advertising increase the sales of product.

Hence the title of the Research study is Impact of Punchlines used in

Audio-Visual Advertising of Health-Care Product Categories on Women

Customers.

1.3 Research objectives:-

The objectives are designed as follows:

1. To study the punchlines used Audio-Visual advertisements of Health Care

Product.

2. To evaluate the impact of punchline used in advertising regarding working

women's & house wives as the customers of Health Care Products.

3. To put suggest and recommendation to advertisers and marketers.

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1.4 Rationale of Research Study:-

This project is useful for the better understanding of the consumer

behaviour. The project encompasses the effect on customers for particularadvertisings using punchlines.

1.5 Research methodology :-

Research methodology is a methodology for collected all sorts of

information & data pertaining to the subject in question. The objective is to

examine all the issues involved & conducted situational analysis. The methodology

includes the overall research design, sampling procedure & fieldwork done &

finally the analysis procedure. The methodology used in the study will be consisted

of sample survey using both primary & secondary data. The primary data will be

collected with the help of questionnaires. The questionnaire drafted & presented by

the researcher himself.

The advertisement sample of 50 advertisement from T.V. will be recorded

for the analysis of Health Care products categories as Shampoo, Toilet Soap and

Face creams.

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1.5.2 Research design:-

The formidable problem that follows the task of defining the research

problem is the preparation of the design of the research project, popularly knownas the Research design.

A Research design is the arrangement of condition for collection with

economy in procedure.Researcher will use Descriptive Research Design.

1.5.3 Sampling:-

1.5.3.1 Sampling Universe:-

The sampling universe will be all Middle class Women customers in

Amravati city.

1.5.3.2 S ampling Techniq ue:-

To do sampling, convience sampling technique will be used.

Here researcher will divide the population into Working Women and House

wives from middle class.

1.5.3.3 Sample Size:-

Sample size will be4oo respondents.

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1.5.4. Data Collection:-

Data will be collected as follows:-

a. Primary Data:-

The primary data will be collected with the help of questionnaire as well as

personal observations. Interview with the working women & house wives in

Amravati City.

The Researcher will also collected 50 Audio-Visual Advertisements for

Health care product.

Categories as:- Shampoo, Toilet Soap and Face Creams.

b. Secondary Data: -

The secondary data will be collected from journals, books, web sites.

1.5.5 D ata Analysis: -

After data collection, researcher will be able to analyze customers views,ideas and opinions related to Punchlines used in Audio-visual Advertising.

1.5.6Data Interpretation:-

Interpretation of data will be done by using statistical tools like Pie

diagrams, Bar graphs and also using quantitative techniques (by using these

techniques) Accurate information is obtained.

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1.5 Scope and Limitations of Research Study:-

1.6.1 Scope of Research Study:-

The geographical scope of the study will be restricted to Amravati city only

with sample size of 400 people.

All the analysis and suggestions will be based on the analysis of the both

primary and secondary data.

1.6.2 Limitations of Research Study : -

Limitations for the research study are:

a.Researcher has to rely upon the information given by respondent which may

not be true always.

b. Study is limited to the area of Amravati city.

c.The tentative time period for the research study is very short.

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1.7 Chapterization: -

Chapterization will be as follows:-

I. Audio-visual advertising and its impact on customers: A Study.

II. Research Methodology.

III. Health care product categories and its Profile.

IV. Data Analysis, Presentation & Interpretation.

V. Conclusions and Suggestions.

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