The research was based on the data collected from surveys, an interview and other sources like documents (newspaper clippings, articles in the mass media and Internet), organizational records including annual reports and archive records together with the literature review.
Several criteria for choosing the topic for the research were suggested by different authors. As Fisher (2007, pp.31-32) states, a topic has to be interesting, for the person who is doing the report and also for an external audience. The topic of this research was focused on one of the aspects of external marketing communication – advertisement. The field of advertisement was narrowed down to Broadcast (Mass-media) advertisement, specifically TV-commercials.
There are various types of research strategies, which are different in the way of collecting and analysing information. Each strategy could be used for different purposes: exploratory, descriptive and explanatory. According to Yin (2003, p.5) there are three conditions that distinguish the research strategies, one of them is the form of research question asked.
Advertising as one of the activities of external marketing “whether it is on an international, national, local or direct basis, is important, as it can influence audiences by informing or reminding them of the existence of the brand, or alternatively by persuading them or helping to differentiate a product or organization from others in the market”. (Fill, 2005, p.508) Advertising, especially TV advertising, plays a very important role in organizations‟ communication with its customers.
India has a diverse and growing newspapers paper industry. 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. India has emerged as the most promising and democratic mass market in Asia. The country now has a timely and uninhibited press, a judiciary that often overrules the government, international standards of accounting and a growing research and academic infrastructure.
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