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Title: Evaluation of the impact of advertisement/promotion package of farm inputs division of Eid Parry (I) ltd
Authors: Baskaran, J.
Kumar, S.
Ramesh, M.S.
Keywords: Evaluation;Advertisement;Promotion;Parry Fertiliser
Issue Date: 1989
Publisher: Indian Institute of Management (Ahmedabad)
Series/Report no.: SP;166
Description: Input division is the fastest growing divisions of EID Paddy (I) Ltd. The company has increased its advertisement/promotion efforts in the last two years to face competition. New media like Audio Visual unit, Radio spots have been tried, apart from conventional media like posters, pamphlets etc. Analysis of the effectiveness on promotion package shows that the AV unit has been fairly successful as an awareness creating medium with an effective reach of 44%. However, to enhance the effectiveness of AV unit, operational problems like poor film prints, lack of prior announcement about the arrival of AV unit etc., need to be removed. The recall rate in case of Radio spots is very poor, as felt by the study team primarily because of the sporadic distribution of spots.
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