Effect of multifaceted advertisement campaign- a case study of millet fest of Professor Jayashankar Telangana state Agricultural University (PJTSAU), Telangana state

The advertising campaign of Millet fest with tagline Your Health Our Pride as central theme, consisted of print, radio, T.V, mobile message service, online and conventional media, to publicize the millet fest. An interview schedule was developed to collect feedback from the visitors to analyze the impact of advertising campaign on millet fest. The data collection was continued for three consecutive years from 2012-13 to 2014-15. A total of 2250 visitors were interviewed @750 per year. Professionals like doctors, software personnel etc and students occupied the send line. In fact this was the target group of the campaign around whom the significance of millets as neutraceutical in management of life style disorders was focused. Thirty six stalls in the first fest, increased to 72 in the final fest. This was effectively advertised in various media materials. Paper inserts and T.V. scrolling effectively carried the advertising messages. In the third year paper inserts and T.V. scroll together contributed 66% of visitors. The messages communicated through advertising campaigns finally get translated to output indicators in terms of consumer behavior change in the form of spending time and purchase of products. There was increase in no of visitors, almost doubled in consecutive years. The average time spent was also increasing from less than an hour to two hours. The purchase behavior increased to almost five folds. The percent of Returns on Investment (ROI), which was the proportion of sales promoted for the investment made on advertising campaign has increased to around 500 times.