PRAHLADRAI DALMIA LIONS COLLEGE OF COMMERCE

& ECONOMICS
S.V. ROAD, SUNDER NAGAR, MALAD WEST, MUMBAI
400064

PROJECT ON
ROLE OF ADVERTISING

SUBMITTED BY
ARJUN CHOUDHARY
T.Y.B.M.S (SEMESTER-V)

PROJECT GUIDE
PROF. SACHIN VEDPATHAK

SUBMITTED TO
UNIVERSITY OF MUMBAI
ACADEMIC YEAR 2015-16
1

Declaration
I

ARJUN CHOUDHARY student of PRAHLADRAI DALMIA

LIONS COLLEGE OF COMMERCE & ECONOMICS FROM

T.Y.BMS Semester V (2015-16) hereby declare that I have
completed this project on ROLE OF ADVERTISING.
The information submitted is true & original to the best of my
knowledge.

Students Signature
ARJUN CHOUDHARY

C E R T I F I C A T E
This is to certify that ARJUN CHOUDHARY of TYBMS,
PRAHLADRAI DALMIA LIONS COLLEGE OF COMMERCE &
ECONOMICS has successfully completed the project on ROLE OF
ADVERTISING under the guidance of Prof. SACHIN VEDPATHAK

SIGNATURE OF
PROJECT GUIDE

SIGNATURE
OF PRINCIPAL

External Examiner

ACKNOWLEDGMENT
It is a pleasure to thank all the people who directly or indirectly
in many ways have assisted me in my project related studies and
contributed in the process of making this project.

First of all I would like to thank Prahladrai Dalmia Lions

College of Commerce & Economics for giving the opportunity.

Lastly, I would like to thank my project guide Prof. SACHIN

VEDPATHAK for his support, cooperation and fruitful discussions
during my research on the topic -ROLE OF ADVERTISING.

INDEX
SR NO.

TOPIC

PAGE
NUMBER

1.

INTRODUCTION

06

2.

OBJECTIVES & IMPORTANCE OF ADVERTISING

09

3.

LITERATURE REVIEW:

10

4.

RESEARCH METHODOLOGY

48

5.

ANALYSIS AND INTERPRETATION

50

6.

FINDINGS AND DISSCUSSION

53

7.

RECOMMENDATION

55

8.

CONCLUSION:

56

9.

APPENDIX

57

10.

BIBLIOGRAPHY

59

INTRODUCTION

Advertising, generally speaking, is the promotion of goods, services, companies and

ideas, usually performed by an identified sponsor. Marketers see advertising as part of an
overall promotional strategy. Other components of the promotional mix include publicity,
public relations, personal selling, and sales promotion.
Advertising involves the process where in a message is designed so as to promote a
product, a thought, an idea or even a service. The concept of advertising has assumed a
dynamic form with the use of the various mediums of communication. From the newspaper,
6

magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV,
laser shows to inflated high-rise figures and objects, advertising has come a long way. The
work is formidable as it spearheads a process intended to attract, modify, change and
influences public opinion.
From the local business to multinational firm and all need to advertise. While
politicians, social organizations, government special groups need to advertise their motto,
national airlines, auto mobile manufactures, food and consumer goods manufacturers have to
reach the consumer.
Advertising is Communication Advertising sends a message. The advertising campaign,
regardless of its scope or size, portrays the organization, products and services, and values.
Each attribute is tested with each new customer the companies acquire.
In brief, advertising is an effective method of communication. It gives information to
consumers about products and services and induces them to purchase. Buyers are persuaded to
continue to buy the product. This leads to sales promotion with profit to the seller and
satisfaction and welfare to consumers.

History of Advertising
15th and 16th century- printing developed- advertising expanded to include handbills.
17th century- advertisements in weekly newspapers in England- mainly books &
medicines.
19th century- economy expanded advertising grew.
1841- First advertising agency established by Volney Palmer in Boston, USA.
1875- N. W. Ayer & Son- the first full service agency in Philadelphia, USA.

HISTORY OF ADVERTISING IN INDIA

18th Century
# Concrete advertising history begins with classified advertising
# Ads appear for the first time in print in Hickey's Bengal Gazette. India's first newspaper
(weekly).
# 1931- National Advertising Service Pr. Ltd. Bombay set up
# 1936- Indian Broadcasting Company becomes All India Radio (AIR)
# 1978 -First television commercial seen
# 1990-Marks the beginning of new medium Internet
# 1991- First India-targeted satellite channel, Zee TV starts broadcast
# 1993-India's only advertising school, MICA (Mudra Institute of
Communications Ahmedabad), is born

DEFINITION
Advertising:
Advertising is a form of communication used to promote products and services
of a company primarily to generate sales and secondary to create a brand identity,
introduce new products and services, communicating a change in the existing product
line. It also helps in communicating social messages to the masses.

According to the American Marketing Association advertising is defined as

Any paid form of non personal presentation and promotion of ideas, goods or services by an
identified sponsor.

Latin word:
ADVERTERE - Turning the valuable attention towards the product.
Any paid form of non personal communication of information about products or ideas by an
identified sponsor through the media in an effort to persuade or influence behavior of the
people in such a manner as to induce them to buy.

What is advertising?

It is a message designed to promote a product service or an idea.

Its purpose is to persuade people to buy products or services

Businesses use advertising to gain new customers and increase sales.

Advertising helps shape tastes, habits, attitudes and culture of a country.

Advertising can only create awareness & demand but CAN NOT sell a product on its own.

OBJECTIVES & IMPORTANCE OF ADVERTISING

I) General Objectives
a) Persuade:
Objective

is

to

build

demand

for

particular

Brand

of

product

Toilet soaps, toothpastes, etc.

b) Remind:
After establishing the product to remind the public about the product Coca Cola,
9

Pepsi, Cadburys, etc.

II) Specific Objectives

a) Induce Trial:
Induce the customer to try the product - Ariel, Vim, Surf, - any detergent
b) Intensify Usage:
Get another segment to try the product - Cadburys by older people
c) Sustain Preference:
Established Brands advertise to maintain Market Share Cadburys is generic to
chocolates
d) Confirm Image:
Of the Brand in the minds of the customer Nescafe e) Change Habits:
Change the buying pattern Dove soap, other cosmetics and beauty creams
f) Build Line of Acceptance:
Display the entire range of its products - Bata - formal shoes, sports, slippers,
gum boots, etc. In short anything in footwear

LITERATURE REVIEW:
Advertising is a non-personal paid form where ideas, concepts, products or services,
and information, are promoted through media (visual, verbal, and text) by an identified
sponsor to persuade or influence behavior
(Ayanwale et al., 2005 and Bovee, et al. 1995).

10

The advertisements have a negative impact on women than men, as women appear
more emotional and unconfident in contrast to men. The point of concern to be noticed about
women's appearance in commercials is that the advertisements focus mainly on beauty and
body features of the model, and less on the product and they give emphasis to the physical
attractiveness of woman (Ivy & Backlund, 2004).
Rekha & Kamran (2012) analyzed the impact of advertisements on youth. For this
purpose they studied the effect of ads on youth in promoting physical dissatisfaction. To
answer the research questions they gathered data from India in the area of Chennai, on 915
respondents. These surveys hold unique information; it was found that around 67% of the
respondents have stated that they are pressurized by advertisements. Further it was found that
the respondents are overestimating their present body size and idealize a thinner image. The
empirical results distinctly explain the relationship between the advertisement pressure and its
impact on body dissatisfaction and body image perception to the detriment of women. Thus
the culture of thinness in advertisements may lead to body dissatisfaction of women and which
may further manifest to eating disorders which is a concerning issue for India.
Advertisements use different techniques it creates dissatisfaction among people then
give solution to overcome with this problem, actually this is a technique for selling goods just
like beauty products create dissatisfaction among people about their beauty even if they have
beauty, but they feel dissatisfy about their beauty from idealized images of beauty. Beautiful
and shiny skin, straight hair and thin body are portrayed by advertisements (Mbure, 2009).
It has been proposed for years that women have a normative discontent with their
body shape and, especially, weight, by similar to the social ideal; women raise their selfesteem as well as their perceived value. Men, on the other hand, have long been thought to be
free from pressures to shape their bodies in a certain manner because they had other avenues
upon which to base their self-opinion. However, recently, the pressures on men to obtain and
maintain a certain body type have been increasing. The value of having a muscular body has
increased, there are many reason of this but the main reason is the role of advertisements, it
has set criteria even for male, however, the pressure toward developing a muscular frame
11

rather than a thin frame. So advertisements produce dissatisfaction both men and women
(Baird & Frederick, 2006).

FEATURES OF ADVERTISING
1. Advertising provides information:
The basic purpose of advertising is to provide information about products,
goods, services or ideas to perspective buyers. The details of products such as features,
uses, prices, benefits, other instructions to be followed while using the product are
given in the advertisements.
12

2. Advertising is a paid form of communication:

Advertising may be in any convenient form such as sign, symbol, slogan, Illustration
or message.

3. Advertising is a non-personal presentation:

Advertising is non-personal in character as against salesmanship which is
personal (face to face communication) in character. In Advertising, the message is
given to all and not to one specific individual. e.g. T.V., radio, etc.

4. Advertising is an art, science and profession:

It is an art as it needs creativity for raising its effectiveness. It is treated as
science as it has its principles, rules, etc. Advertising is now treated as profession with
its professional bodies and code of conduct for members.

5. Creativity-the essence of Advertising:

Advertising is a method of presenting a product in an artistic, attractive and
agreeable manner. This is possible through the element of creativity which is the essence of
Advertising of the present period.

6. Advertising is for persuasion:

Advertising is not only for giving information but also for appealing People to
buy a specific product. It aims at persuasion of potential customers.

7. Advertising is target oriented:

It is possible to make intensive Advertising by selecting a specific market or
specific segment of consumers for the purpose of Advertising. This selection of specific
market is called target market.
13

8. Advertising is an important element in marketing mix:

Advertising supports the sales promotion efforts of the manufacturer. It can make
positive contribution in sales promotion provided other elements in the marketing mix are
reasonably favorable.

FUNCTIONS OF ADVERTISING:
Advertising has become an essential marketing activity in the modern era of large-scale
production and severe competition in the market. It performs the following functions:

1. Promotion of sales:
It promotes the sale of goods and services by informing people to buy them. A
good advertising campaign helps in winning customers and generating revenues.

2. Introduction of new products:

14

It helps in the introduction of new products in the market. A business

enterprise can introduce itself and its products to the public through advertising.
Advertising enables quick publicity in the market.

3. Support to production system:

Advertising facilitates large-scale production. The business firm knows that it
will be able to sell on a large scale with the help of advertising. Mass production will
reduce the cost of production per unit by making possible the economical use of
various factors of production.

4. Increasing standard of living:

Advertising educates the people about the products and their uses. It is
advertising which has helped people in adopting new ways of life and giving up-old
habits. It has contributed a lot towards the betterment of the standard of living of
society.

5. Public image:
It builds up the reputation of the advertiser. Advertising enables a business firm
to communicate its achievements and its efforts to satisfy the customers needs to the
public. This increases the goodwill and reputation of the firm.

TYPES OF ADVERTISING
Classified Advertising:

Classified advertising provides information in a dry matter-of-fact manner. Useful

information about the employment market (situations vacant and situations wanted)
about births, deaths, engagements and marriages, about change of names, about
accommodation and housing (accommodation available and accommodation wanted),
about the availability of various services such as tuitions, and about various items on
sale.
15

Matrimonial advertising are also a part of classifieds and are frequently castes, racist
and sexist. Another type of classifieds is service advertising which focuses on services
such as professional training, coaching classes, consultancies, public speaking, hotel,
tourism and others.

The approach here is usually more direct and information oriented. Very little creativity
is allowed and creativity is used for complimenting the important factual information /
data.

Consumer Advertising:

Consumer advertising is the type of advertising readers, listeners and viewers are
exposed to most of the times. It is the type that tends to promote attitude and lifestyles,
which praise acquisition and consumption at the expense of higher values.

They play on emotions, change real human situations into stereotypes, exploit anxieties
and employ techniques of direct and indirect persuasion.

Retail Advertising:
Advertising that conveys to the consumers messages about the retailer, its products, its service
and its goals.
The objective here is to inform reader listener or viewer about Retailer Offerings Prices
Services.
Retail ads primarily look at Stimulating trial, increasing demand, improve availability
Includes: premiums, frequent buyer programs, coupons
Long Term goals are to create a positive store image, Store Positioning in Marketplace, Public
Service
Short Term focus is to Increase sales to current customers, Attract new customers

The ad message is designed based on and inclusive of:

Age of Store

Store location

Types of Goods
16

Level of competition

Market Area Size

Supplier Support

Viral Marketing:

Viral marketing is a term used to describe the technique used to increase awareness of
a certain advertisement through self-replicating processes.

The basic rule about viral marketing is that you only have to think of a way that your
advertisement would encourage people to pass it along. This is why this technique is
more often called word-of-mouth marketing. Where and what to use for the
advertisement is up to you.

Using the internet as means of marketing is becoming a need nowadays if the goal is to
have a cheap advertisement and gain brand awareness in a fast and effective way.

The goal of viral marketing is to make people promote your product in order to
increase brand awareness.

If your target consumer is everybody this technique is used.

People are the means and target of these advertisements.

Web Advertising:
Web advertising is the action of promoting your website using online advertising tools,
techniques and methods proven to get the results you are looking for.
It is used simultaneously as online advertising.
Online advertising is basically the action of actively promoting your new business.
The signposting should give a concise and accurate idea of what they can expect to find when
they get there with that precious click. What happens after that, is another matter.
17

Types Of Web Advertising

Banners

(static, animated and interactive)

Interstitial

(popups

and

similar

pages

that

interrupt the user)

Rich Media

(Advanced technology, incorporating video, audio, animation and photographs)

Sponsorships, events and corporate sites

Opt-ins

(forms, newsletters push technologies)

Viral marketing and email campaigns

Spam, and cookies

THE ROLE OF ADVERTISING

The role the Advertising plan can only be in the context of the Marketing Plan
The Advertising Plan must support and synergise with:

the elements of the Marketing Mix

and other elements of the Communication Mix

Need to understand How Advertising Works to appreciate the role it play

18

19

GROWTH OF ADVERTISING IN INDIA:

Advertising as we understand today has its origin in the early historical period. It has made
steady progress over centuries. Its need or importance is growing along with the growth and
expansion of business activities. Many significant changes have taken place during the process
of evolution of advertising. Like other countries, advertising has a long history in India.
However, advertising was officially recognized as a medium of mass communication only in
the 18th century.
The first newspaper BENGAL GAZETTE was published in India in 1780. By 1786, there
were four weekly newspapers and monthly magazines published in Calcutta.
Advertising on radio started in India in 1950s. Advertising on radio proved to be a powerful
medium useful for creating new markets. Commercial Broadcasting has informed and
entertained people for more than 40 years. In 1928, two advertising agencies were started in
India.
The importance of advertising started increasing only after the Second World War. The
Association of Advertising Agencies of India (AAAI) was established in 1945.
The Audit Bureau of Circulation (ABC) was started in 1948. T.V. started in India in September
1959.
In addition to DD Metro now we also many other channels on television like Zee
T.V., STAR PLUS, COLORS, ETC. cable T.V. and many more such channels for
Advertising purpose. Introduction of satellite T.V. has made a revolution in the
Advertising field in India. The progress of advertising in terms of quality, creativity and
coverage is extremely fasten India since 1950 due to the introduction of new advertising
media. Ample of scope is available for advertising due to industrial growth.

20

5Ms OF ADVERTISING:

Message

Money
Mission
Sales goals
Advertising
objectives

Factors to consider:
Stage in PLC
Market share and
consumer base
Competition and
clutter
Advertising
frequency
Product
substitutability

Message
generation
Message
evaluation &
selection
Message
execution
Social
responsibility
review

Measurement
Communication
impact
Sales impact

Media
Reach,
frequency,
impact
Major media
types
Specific media
vehicles
Media timing
Geographical
media allocation

21

5 Ms OF ADVERTISING

5 Ms OF ADVERTISING:
While making an Advertising program five Ms should be taken into consideration, they are:
MISSION: What are the Advertising objectives?
MONEY: How much can be spent? (Advertising budget)
MESSAGE: What message should be sent?
MEDIA: What media should be used?
MEASUREMENT: How should the results be evaluated?

MEDIA OF ADVERTISING:
There are various types of advertising which are mentioned below
Print Advertising: Newspapers, Magazines, Brochures, Fliers
Broadcast advertising: Television, Radio and the Internet
Outdoor Advertising: Billboards, Kiosks, Tradeshows and Events
Covert Advertising: Advertising in Movies
Public Service Advertising: Advertising for Social Cause
Celebrity Advertising

22

Advertising Process:
When preparing your search proposal, you should take into account that the lead-in
time needed to place an ad can vary anywhere from days to months depending on the
publication. You should plan to have your ad approved and an estimate of the cost done at
least one month prior to the date when you want the ad to be published. The advertising
process for professional staff and faculty positions involves five basic steps:
1. Writing an Ad
2. Getting Approval for the Text of the Ad
3. Estimating the Cost of the Ad
4. Placing Ads & Posting Announcements
5. Paying for Ads
STAGE
Briefing Stage

Creation Stage

Production Stage

Post Production Stage

WORK PERFORMED AT STAGE

Briefing from the client

Internal briefing to the creative and media

Any research briefing if required

Ad campaign and media plan development

Internal review and finalization

Presentation to client and approvals

Any pre-testing if required

Budget and estimate approvals

Production of film, press ads, collaterals

Media Scheduling and media booking

All release approvals for creative & media

Material dispatch to media

Media release monitoring

Any post-testing if required

Billing and collection

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24

25

ACTIVE PARTICIPANTS IN ADVERTISING:

Advertising is a type of collective activity which needs the support and
Participation of certain individuals or organizations. They are called active participants in
Advertising. Such participants are called:
1) Advertisers
2) Advertising agency
3) Audience
4) Advertising media and finally
5) The government authorities

26

1) Advertisers:
Advertisers are the individuals/firms/organizations which desire to advertise their
products or services. They support the whole advertising process as they provide finance by
paying the advertising charges. They initiate entire advertising process. It is the advertiser who
takes broad decisions about advertising. He decides the advertising budget, select the
audience, media and agency for the purpose of advertising. He is the key participant in the
entire advertising activity.

2) Advertising agencies:
An advertiser can implement his advertising plan directly through his own sales or
advertising department or may transfer the entire responsibility of advertising to a specialized
professional agency called advertising agency. These agencies provide expert services to their
clients that is advertisers. They prepare advertising plan and execute them the same on behalf
of their client. An advertiser can transfer his botheration about advertising to such advertising
agency. Such agencies charge commission of 15% from media owners on the media bills.
Such agencies offer benefit of their skills and experience to their clients. HTA, Lint as mudra,
Everest, O and M are some leading advertising agencies operating in India.

3) Audience:
Advertising is for giving message about goods or services to readers, viewers or
listeners. They constitute the audience. It is for their information and guidance that
advertisements are given. An advertiser desires to cover his target audience/market for
promoting sales. Efforts are also made to make advertisements attractive and agreeable to the
audience. Moreover, waste in advertising is possible when the advertising message is not
received or accepted by audience.

4) Advertising Media:
Advertising media act as a connecting link between the advertiser and the audience.
The media act as a channel of communication for giving message to two or more media for
advertising purpose. Newspaper, magazine, radio and T.V. are some popular advertising media
27

and are used extensively by advertisers. In India T.V. advertising is popular but is equally
costly. The advertising agency guides their clients in the selection of convenient advertising
media that is media planning.

5) Government Authorities:
Government authorities act as a one important participant in the advertising field.
Government acts as a supervisory authority in the field of advertising. It makes rules and
regulations as regards that use of Media for advertising purpose. Some advertising media such
as radio and T.V. operate directly under the control of central government.

28

IMPACT OF ADVERTISING:
Advertising plays an important role in todays competitive business world. It provides
benefits to Manufacturers, Retailers, Customers, Salesman and Society as well.

1) Introduces a New Product:

Advertising is used to introduce a new product in the market. It helps to compete with
establish brands and, thereby, ensures the survival and success of new product.

2) Creates Demand for Product:

Advertising creates demand for the product. Advertising spread information about the
product or services and makes consumers aware about it through various mass media which
makes positive effect on the mind of the people and create demand for the product.

3) Expand Market:
It helps in expanding local markets, to national level and even to international level.
Trading at national and international level is impossible without advertising

4) Assists Personal Selling:

Advertising reaches a prospect before a salesman could. The prospect is well informed
through advertising. Makes the salesmans job easier.

5) Building Brand Image:

The purpose of repeat advertisings is to make people more brands conscious. Once
good brand image is developed, buyers generally become brand loyal. Money spent on
advertising is a long term investment to build brand and company image.

29

6) Reduces the cost of goods:

Advertising generates more demand, which leads to large scale production and
distribution. This results in economies in large scale which in turn reduces cost of
goods.

7) Persuades prospects:
Every competitor makes superior claims of his product. Therefore, a prospect needs
to persuade to buy products. So, the role of Advertising is not only to inform but also to
persuade.

8) Employment:
Advertising provides employment in the field of advertising to copywriters, models,
etc. It provides indirect employment in society due to large scale production and distribution.

30

ROLE OF ADVERTISING IN MARKETING MIX:

Marketing mix refers to advertising combination of four elements of marketing useful
for large-scale marketing. Such elements are: Production, Price, Place, and Promotion (4 Ps).
According to W.J. Stanton Marketing mix is the term used to describe the
combination of the four inputs which constitute the core of advertising companys marketing
system: the product, the price structure, the promotional activities and the distribution system

Advertising and elements of marketing mix:

1. Advertising and product:
Product is the core element in the marketing mix. The market demand finally depends
on the popularity and utility of the product. Popularity again depends on the Quality, benefits
and uses of the product. It is necessary to give publicity to physical and other features of the
product. Such information needs to be communicated to the prospects through advertising.

2. Advertising and price:

Buyers are always sensitive about the market price. They shift from one product to the
other due to quality or price. Price charged should be reasonable. This is necessary for the
support and co-operation of consumers.

3. Advertising and Place:

Place relates to physical distribution which is possible through various channels of
distribution. Advertiser has to decide whether to adopt direct or indirect channels of also
useful for large-scale distribution. Advertising plays a crucial role to ensure smooth
distribution of goods and keep the consumers well-informed.

31

4. Advertising and Promotion:

Promotion is perhaps the most important element in the marketing mix. Companies
introduce sales promotion campaigns for capturing market. Price discounts and schemes like
buy one, get one free are also offered as sales promotion. Various sales promotion techniques
are introduced at the consumer and dealer levels. Window display, provision of after sales
services and coordinal public relations also facilitate sales promotion. Massive advertising is
useful to support the sales promotion campaigns.

32

Profile of Major Advertising Mediums:

MEDIUM

ADVANTAGES

LIMITATIONS

Newspapers Flexibility; timeliness; good local market Short

coverage;

broad

acceptance;

life;

poor

reproduction

high quality; small pass along audience.

believability.
Television

Combines sight, sound and motion; High absolute cost, high clutter,
appealing to the senses; high attention; fleeting exposure, less audience
high reach.

Direct mail

selectivity

Audience selectivity, flexibility, no ad Relatively high cost, junk mail

competition within the same medium, image.
personalization.

Radio

Mass

use,

high

geographical

demographic selectivity; low cost.

and Audio presentation only;

attention

than

television;

lower
non

standardized rate structure; fleeting

exposure.
Magazines

High

geographical

and

demographic Long ad purchase lead time; some

selectivity; credibility and prestige; high waste circulation; no guarantee of

quality reproduction, long life; good pass- position.
along readership.
Outdoor

Flexibility; high repeat exposure; low Limited

cost; low competition.

Brouchers

audience

selectivity;

creative limitation.

Flexibility; full control; can dramatize Overproduction could lead to run

message.

away costs.

Radio:
33

Advantages:

Radio is a universal medium enjoyed by people at one time or another during the day,
at home, at work, and even in the car.

The vast array of radio program formats offers to efficiently target your advertising
dollars to narrowly defined segments of consumers most likely to respond to your
offer.

Gives your business personality through the creation of campaigns using sounds and
voices

Free creative help is often available

Rates can generally be negotiated

During the past ten years, radio rates have seen less inflation than those for other media

Disadvantages:

Because radio listeners are spread over many stations, you may have to advertise
simultaneously on several stations to reach your target audience

Listeners cannot go back to your ads to go over important points

Ads are an interruption in the entertainment. Because of this, a radio ad may require
multiple exposure to break through the listener's "tune-out" factor and ensure message
retention

Radio is a background medium. Most listeners are doing something else while
listening, which means that your ad has to work hard to get their attention

Television:

34

TV has traditionally been the most powerful and popular advertising

medium for people in the media business. This is mainly because it does most things well coverage, frequency, image, persuasion, demonstration, impact etc. Traditionally a high-cost
medium, the downside with TV is that the audience is now fragmented across many different
channels, production costs are extremely high and viewers are increasingly avoiding ad
breaks.

Advantages:

Television permits you to reach large numbers of people on a national or regional level
in a short period of time

Independent stations and cable offer new opportunities to pinpoint local audiences

Television being an image-building and visual medium, it offers the ability to convey
your message with sight, sound and motion

Disadvantages:

Message is temporary, and may require multiple exposure for the ad to rise above the
clutter

Ads on network affiliates are concentrated in local news broadcasts and station breaks

Preferred ad times are often sold out far in advance

Limited length of exposure, as most ads are only thirty seconds long or less, which
limits the amount of information you can communicate

Relatively expensive in terms of creative, production and airtime costs

Newspapers:
35

Newspapers are one of the traditional mediums used by businesses, both big
and small alike, to advertise their businesses.
Newspaper brings 'immediacy' to a communication. Newspapers also have the authority of
the written word, and are good at presenting detail. As a print medium, the national press
suffers from clutter and from the fact that the reader can and does edit ruthlessly to avoid
advertising.

Advantages:

Allows you to reach a huge number of people in a given geographic area

You have the flexibility in deciding the ad size and placement within the newspaper

Your ad can be as large as necessary to communicate as much of a story as you care to

tell

Exposure to your ad is not limited; readers can go back to your message again and
again if so desired.

Free help in creating and producing ad copy is usually available

Quick turn-around helps your ad reflect the changing market conditions. The ad you
decide to run today can be in your customers' hands in one to two days.

Disadvantages:

Ad space can be expensive

Your ad has to compete against the clutter of other advertisers, including the giants ads
run by supermarkets and department stores as well as the ads of your competitors

Poor photo reproduction limits creativity

Newspapers are a price-oriented medium; most ads are for sales

Expect your ad to have a short shelf life, as newspapers are usually read once and then
discarded.

36

Magazines:
Magazines are a more focused, albeit more expensive, alternative to newspaper
advertising. This medium allows you to reach highly targeted audiences. Magazines are useful
to advertisers because of the relationship they have with the readers, who consume them in a
personal way. They allow targeting by lifestyle and interest group. In many magazines the ads
are seen as part of the magazine experience.
Weaknesses of magazines include the fact that lead times can be very long depending on the
title's frequency of publication, the high levels of clutter, and the reader's inclination to simply
turn the page.

Advantages:

Allows for better targeting of audience, as you can choose magazine publications that
cater to your specific audience or whose editorial content specializes in topics of
interest to your audience.

High reader involvement means that more attention will be paid to your advertisement

Better quality paper permits better color reproduction and full-color ads

The smaller page (generally 8 by 11 inches) permits even small ads to stand out

Disadvantages:

Long lead times mean that you have to make plans weeks or months in advance

The slower lead time heightens the risk of your ad getting overtaken by events

There is limited flexibility in terms of ad placement and format.

Space and ad layout costs are higher.

37

Direct Mail:
Direct mail, often called direct marketing or direct response marketing, is a marketing
technique in which the seller sends marketing messages directly to the buyer. Direct mail
includes catalogs or other product literature with ordering opportunities; sales letters; and sales
letters with brochures.

Advantages:

Your advertising message is targeted to those most likely to buy your product or
service.

Marketing message can be personalized, thus helping increase positive response.

Your message can be as long as is necessary to fully tell your story.

Effectiveness of response to the campaign can be easily measured.

You have total control over the presentation of your advertising message.

Your ad campaign is hidden from your competitors until it's too late for them to react

Active involvement - the act of opening the mail and reading it -- can be elicited from
the target market.

Disadvantages:

Some people do not like receiving offers in their mail, and throw them immediately
without even opening the mail.

Resources need to be allocated in the maintenance of lists, as the success of this kind
of promotional campaign depends on the quality of your mailing list.

Long lead times are required for creative printing and mailing

Producing direct mail materials entail the expense of using various professionals copywriter, artists, photographers, printers, etc.

Can be expensive, depending on your target market, quality of your list and size of the
campaign.

38

Telemarketing:
Telephone sales, or telemarketing, are an effective system for introducing a company
to a prospect and setting up appointments.

Advantages:

It's easy to prospect and find the right person to talk to.

It's cost-effective compared to direct sales.

Results are highly measurable.

You can get a lot of information across if your script is properly structured.

If outsourcing, set-up cost is minimal

Increased efficiency since you can reach many more prospects by phone than you can
with in-person sales calls.

Great tool to improve relationship and maintain contact with existing customers, as
well as to introduce new products to them

Makes it easy to expand sales territory as the phone allows you to call local, national
and even global prospects.

Disadvantages:

An increasing number of people have become averse to telemarketing.

More people are using technology to screen out unwanted callers, particularly
telemarketers

Government is implementing tougher measures to curb unscrupulous telemarketers

Lots of businesses use telemarketing.

If hiring an outside firm to do telemarketing, there is lesser control in the process given
that the people doing the calls are not your employees

It can be extremely expensive, particularly if the telemarketing is outsourced to an

outside firm

It is most appropriate for high-ticket retail items or professional services.

39

Specialty Advertising:
This kind of advertising entails the use of imprinted, useful, or decorative products called
advertising specialties, such as key chains, computer mouse, mugs, etc. These articles are
distributed for free; recipients need not purchase or make a contribution to receive these items.

Advantages:

Flexibility of use

High selectivity factor as these items can be distributed only to the target market.

If done well, target audience may decide to keep the items, hence promoting long
retention and constant exposure

Availability of wide range of inexpensive items that can be purchased at a low price.

They can create instant awareness.

They can generate goodwill in receiver

The items can be used to supplement other promotional efforts and media (e.g.
distributed during trade shows).

Disadvantages:

Targeting your market is difficult.

This can be an inappropriate medium for some businesses.

It is difficult to find items that are appropriate for certain businesses

Longer lead time in developing the message and promotional product

Possibility of saturation in some items and audiences

40

Outdoor:
The strength of outdoor advertising lies in its ability to suddenly confront the consumer
with an idea or a challenge, in a very public way. Like radio, posters also operate within time
which people think of as free - typically travelling time.
The weaknesses of outdoor advertising mainly stem from three issues: it has no editorial
context, it uses extremely simple, striking ideas to be effective, and it suffers from
relatively expensive production.
As the name sounds, it is the advertising in open-air. In the past, much of the outdoor
advertising consisted of hoardings, posters, billboards and signboards. Now there are
innovations taking place every month. Today we have a range of media available e.g. transit
advertising, mobile bill boards, traffic signals, bus stops, railway stations, airport, subways,
phone boxes, coffee tables, traffic barriers, blimp and inflatable, packaging materials, cups,
corporate stationary, etc. There are a number of outdoor advertising choices available. Eateries
and hotels commonly make use of highway billboards to steer customers in for a rest or a bite.
The automobile and tourism industries account for a very large percentage of billboard
revenue. Bus benches often feature outdoor advertising for local businesses, while bus shelters
might display a major movie promotion. Beverage companies commonly make use of sporting
events and arenas, among other venues, while taxicabs, buses, railways, subways and wall
murals offer other forms of outdoor advertising.

41

Where does advertising objectives fall in the marketing plan:

Market
MarketAnalysis
Analysis

Consumer
ConsumerAnalysis
Analysis

Advertising
Advertising in
in the
the
Marketing
Marketing Plan:
Plan: The
The
Companys
overall
Companys overall marketing
marketing
plan
plan determines
determines promotional
promotional
objectives
objectives and
and from
from these
these
objectives,
objectives, advertising
advertising
objectives
objectives are
are derived.
derived.
Promotion
Promotion objectives
objectives specify
specify
what
is
to
be
accomplished
what is to be accomplished
and
and where
where advertising
advertising fits
fits in.
in.
The
The next
next step
step isis to
to set
set
specific
specific ad
ad objectives
objectives and
and
goals.
goals.

Competitive
CompetitiveAnalysis
Analysis

Brand
Brand

Organizational
OrganizationalRealities
Realities

Marketing
MarketingPlan
Plan
Marketing
MarketingObjectives
Objectives
Sales
Objectives
Sales Objectives

Advertising
AdvertisingObjectives
Objectives

Advertising
AdvertisingStrategy
Strategy

Advertising
AdvertisingTactics
Tactics
Promotions
Promotions

Creative
CreativeStrategy
Strategy

Media
MediaStrategy
Strategy

42

Organization Structure:

The activities within an advertising agency are typically divided into 4 broad groups:
account management, the creative department, media buying, and research. These
divisions are usually physically separated, although all four areas work closely together to
produce an advertising campaign in its entirety.
Account managers usually have daily interaction with a counterpart at the client's office and
coordinate the activities of the other departments according to the client's wishes. The creative
department designs original themes or concepts for ads, while the media department places
finished ads within the media in which they will receive the most exposure to a target
audience. The research department provides data about consumers to help the agency and the
client make informed advertising decisions.
Recently added to advertising agencies' roster of services are public relations, direct
marketing, and promotional services. Other activities that used to be completed by outside
vendors, such as photography and high-tech print work, have been brought in-house in many
agencies.

43

ORGANIZATION CHART:

Board of Directors

Managing Director

Client Services Director

Creative Director

Servicing Group

Creative Groups
Audio Visual

Media

Language

Research

Studio
Production

Finance /
Accounts

Secretarial / Legal
Personnel
Branches

44

CASE STUDY OF 2 PRODUCT GROUPS:

ADVERTISING BY CADBURY AND AIRTEL:
As we all know CADBURY and AIRTEL are two different companies for two
entirely different product groups, in the market. Cadbury is the FMCG Company whereas
Airtel is a leading company in the field of telecommunication. Both these companies are
different from each other, as both are from entirely different background and manufacture,
distribute and sell entirely different products from each other, the purpose behind selecting
both these companies in the project of advertising is that both are leading brands, their
products are sell all around the world, successful products, and a goodwill, these all reasons
are equally important for success of both these companies, and all this is only possible as both
these companies are best in marketing their products in proper and a different manner through
advertising. Advertising is one of the essential tool of these companies to set a place for their
products in the minds of all the people.

LOGOS OF CADBURY AND AIRTEL:

CADBURY AND AIRTEL ARE THE TWO COMPANIES WHICH

STOOD IN TOP 5 RANKING OF THE BEST ADVERTISEMENTS
TELECASTED ON TELEVISION.
The consumers are quite impressed by both these companies, because of their different way of
marketing and advertising. Social advertising, besides FMCG and telecom companies, beat the
slowdown blues to emerge as the countrys top television advertising categories in the first two
months of 2009, as per data collated by media tracking firm TAM AdEx. Among individual
45

firms, Hindustan Unilever, Reckitt Benckiser, GlaxoSmithKline, Bharti Airtel and Cadbury
were the top five advertisers by volumes (seconds spent advertising) on TV.

CADBURY INDIA:
Cadbury is an FMCG Company that is the fast moving consumable goods company, it
gives strong competition to all the companies which sell eatable items and mostly chocolates
and one among those competitors is Nestle and Amul which also sells chocolates and some
other eatable items. Cadbury is ahead from both these companies when advertising is
considered, because of which most of its products are a hit in the market among the
consumers, but the consumers delight is the Dairy Milk chocolate.
Dairy Milk chocolate is the favourite of the consumers among all the other chocolates
available in the market. Other than this some more products of Cadbury are Perk, 5 Star,
Bournvita, Fruit and Nut, Celebrations.
Cadbury is one company which sells its products and promotes and advertise them as per the
demand and liking of the product in the minds of the people and in the market. It considers all
the situations, seasons, likings, behavior of the people to advertise its products. The most
important thing which we see in the ads of Cadbury is the theme and the emotion. In the
advertisement of Cadbury dairy milk the theme is to have something sweet whenever it is the
time of happiness of celebration, so to have dairy milk to celebrate it, may be when India wins
a cricket match or when anybody passes in exam in this the tagline was pappu pass ho gaya,
or when it is the day of salary.
Currently the tagline is kuchh meetha ho jaye
Whenever we see an ad commercial of Cadbury on television we feel like having a Cadbury
dairy milk chocolate at that time, this is the impact of the advertisements of Cadbury. These
ads are totally different from other chocolate companies ads and always have a logic or theme
behind it for having something sweet which attracts the customers a lot.

AIRTEL:
AIRTEL as we all know is a well-known and a well-established company in the field
of telecommunication. It sells sim cards in the market and give tough competition in the
46

market to companies such as BSNL, VODAFONE, RELIANCE, etc. Airtel is having a stable
and good place in the market, it is all because of its marketing strategies and different way of
promoting its product. The advertisements of Airtel are very well planned and are different as
compare to the advertisements of other companies sim cards. People are able to relate with
these advertisements, mostly having R.Madhavan and Vidya Balan in them, people loved the
ads of airtel in which both these stars acted as they really share a superb chemistry in these
advertisements which appealed and impacted a lot on the consumers and it created a strong
and a positive impact in the minds of the consumers.

VODAFONE:
The advertisement should be attractive enough and should leave a positive and a good
impact in minds of the people. One of the examples of such advertisement is of VODAFONE
which really advertise its brand in a different manner which appeals the overall society and
which also impacts a lot on all the people.

47

ADVERTISEMENT OF VODAFONE
This advertisement of Vodafone was specially created only for telecasting during the
IPL season and for the T20 world cup, these types of 36 advertisements were created and
people loved these advertisements a lot, this ad really created a lot of positive impact in minds
of all group of consumers, today also people like recalling these advertisements as it was a
piece of creativity and something different in the world of advertisements seen till today by all
the consumers.

OVERALL IMPACT OF ADVERTISING:

The advertising is one thing which impacts all, the society on a whole, and the society
includes all children, youngsters, adults and even old aged people. The overall impact of
advertising can be positive for some people and some consider only the negative aspect of the
advertisement, it depends from person to person, every person thinks differently for every
other advertisement some ads may appeal to some people and some may not appeal to those
people, it depends on their perception and thinking about a particular product.
The advertisement of a product should be such which appeals all from child to an adult
including the youngsters, may be the target audience be different for different products but no
one should feel inferior after seeing the advertisement or it should not highlight the negative
aspect of any group of persons, this also plays important role in brand building of a particular
product, success of the product and the image of the company.

48

RESEARCH METHODOLOGY:
Research methodology is simple framework or plan for the study that is as
guide in collection and analyzing the data. It is the blue print that is followed in completes the
study. Thus, good research methodology ensures the completion of project efficiency and
affectivity. Since there are many aspect of research methodology, the line of action has to be
chosen from the variety of alternatives, to choose the suitable method through the assessment
from various alternatives.
Research methodology gives the researcher an opportunity to put forward
his argument for having opted for certain alternatives and also at the same time he can justify
his ruling out some other possibility likes. Why research study has been undertaken, how the
research problem has been formulated what data has been collected, what particular technique
if analyzing the data has been used and lot of similar type question are usually answered when
we talk of research problem in study.
Keeping in view the above stated objectives the following methodology was adopted:

The Marketing Research Process

Define the problem and Research Objectives: The first and main step of any research is to define the relevant problems or objective
for which the researcher wants to do research.

Develop the research plan: To makes the plan for overall research as how, when, where and from whom
researcher will collect the data.

Collect the information: The information can be collected by primary data or secondary data, or by the
combination of both methods.

49

METHODS OF DATA COLLECTION: PRIMARY DATA

Market Survey
Personal Interview

SECONDARY DATA
Magazines
Internet
Business Journal

Analyze the information: After collecting the data the next step is to analyze the information.

Present the findings: To make a summary on the basis of analyzing the collect data and find out the situation

Make the decision: The last step is to take a decision on the basis of finding that what action should be
regarding the findings

50

ANALYSIS AND INTERPRETATION:

Part-A-(Uni-Variate Analysis)
Physical Dissatisfaction
Table 1. Distribution of the respondents according to their believing that the products
specially advertised by the celebrities are of good quality
Respondents believing that the
products

specially

Frequency

Percentage

Strongly agree

29

19.3

Agree

74

49.3

Neutral

39

26.0

Disagree

5.3

Total

150

100.0

advertised by the celebrities are

of good quality

This table reveals that 19.3 percent of the respondents were strongly agreed and little less than
a half i.e. 49.3 percent of them were agreed with the opinion that the products specially
advertised by the celebrities are of good quality, while about one-fourth i.e. 26.0 percent of the
respondents were neutral and only 5.3 percent of them were disagreed. So majority of them
were agreed that the product specially advertised by the celebrities is of good quality.
Table 2 depicts that a majority i.e. 61.3 percent of the respondents reported that every buying a
beauty product to achieve inaccessible beauty of ad celebrity, while 38.3 percent of them told
that they never every buying a beauty product to achieve inaccessible beauty of ad celebrity.

Table 2. Distribution of the respondents according to ever buy a beauty product to achieve
inaccessible beauty of ad celebrity
51

Ever buy a beauty product

Frequency

Percentage

ad celebrity
Yes

92

61.3

No

58

38.7

Total

150

100.0

to

achieve

inaccessible

beauty of

Part-B (Bi-Variate Analysis)

Testing Of Hypotheses
If Advertisements use different selling technique then it will create economic
dissatisfaction among youth.

Table 3. Association between form of advertisement communicate quickly and their

economic dissatisfaction
Advertisement

Economic

communicate

dissatisfaction

Total

quickly

Low

Medium

High

Press ad

14

12

27

3.7%

51.9%

44.4%

100.0%

16

18

12

46

34.8%

39.1%

26.1%

100.0%

15

41

21

77

19.5%

53.2%

27.3%

100.0%

32

73

45

150

21.3%

48.7%

30.0%

100.0%

Outdoor
Television ad
Total

Chi-square = 11.50 d.f. = 4

Significance = .021*

* = Significant

52

This table presents the association between forms of advertisement communicate quickly
education by the youth and their economic dissatisfaction. Chi-square value shows a
significant association between the forms of advertisement communicate quickly and their
economic dissatisfaction. Above table shows that if the respondents were communicated with
Press ad then they had more economic dissatisfaction, Outdoor had less economic
dissatisfaction, while television watcher had similar satisfaction. So the hypothesis If
Advertisements use different selling technique then it will create economic dissatisfaction
among youth is accepted. The results were supported by Kilbourne, (2000) according to him
advertisements use different techniques; advertisements dont just cause you to spend money
on a specific thing. They tend to increase spending and create economic dissatisfaction with
your current possessions in general.

53

FINDINGS AND DISSCUSSION:

The data collected was analyzed using descriptive statistics. Descriptive statistics was
in the form of frequencies, percentages. The Special Statistical Package for Social Sciences
(SPSS15.0) was used to aid in analysis of this data.

A major portion 61.3 percent of them told that the moving images (TV) are the

most powerful kind of advertisement. So the TV is the best way for advertisements.

Somehow 43.3 percent of them were agreed with the opinion outdoor

advertisement grabs their attention, while 31.3 percent of them were neutral and 4.7
percent of them were disagreed with this opinion.

Nearly 51.3 percent of them had thinking that the television ads quickly

communicate them.

Commonly 44.7 percent of the respondents reported that they purchased of

products after showing the television ads.

More than half of 67.3 percent of the respondents reported that they ever wanted to

buy something because they saw its commercial on TV and about one-third i.e. 32.7
percent of them were replied negatively.

As 61.3 percent of the respondents had opinion that an advertisement argues them

to buy a new product, while 38.7 percent of them were replied negatively.

Half nearly 49.3 percent of them were agreed that the ad message create a need for

the product.

A huge portion 62.0 percent of the respondents had thinking that ads create a

desire for more and more material possessions.

54

Nearly half 49.3 percent of them were agreed with the opinion that the products

specially advertised by the celebrities are of good quality. So majority of them were
agreed that the product specially advertised by the celebrities is of good quality.

More than half 66.0 percent of the respondents reported that they like a lot of time

the celebrity face and wanted to make their face like ad celebrity shiny and attractive.

A majority i.e. 62.7 percent of the respondents reported that they feeling pressure

from ads to look beautiful and attractive, while 37.3 percent of them were replied
negatively.

A major portion 61.3 percent of the respondents reported that every buying a
beauty product to achieve inaccessible beauty of ad celebrity.

55

RECOMMENDATION:

1. Advertiser should give the correct information about the products.

2. Advertiser should not create feeling of disappointment among youth they should adopt

different and some positive techniques.

3. Advertiser should not persuade the people for undesirable consumptions, e.g. cigarette

smoking and alcohol drinking.

4. Parents should socialize their children about the difference between right and wrong.
5. Advertisements should show the reality instead of fantasy.
6. It is suggested that, Advertiser should show the advertisements in peaceful manners.

56

CONCLUSION:
In todays competitive and a globalized economy the need and importance of
advertising is increasing day by day, as the development in all fields is taking place rapidly.
Advertising is really a very interesting and a very important topic related to marketing as
marketing depends a lot on advertising. Advertising helps the advertiser to communicate the
message to the consumer in a proper manner.
Everyone needs advertising for promoting its products or services in this competitive
market. Advertising acts a tool for the companies to inform the consumers about the latest
product in the market and also to give reminder to the consumers for already existing products
in the market. Advertising is useful for both the advertiser and the consumer, as the companies
boost their sales through it and consumer get the knowledge of the product or service in the
market. Advertising has really changed from past to present, today advertising is done in a
totally different and in an extra ordinary manner from the previous years, its appeal and impact
is more as compare to past, this is because of globalization and development and in future we
may see more different type of advertising as compare to todays advertising.
In todays India which is fast moving & dynamic, peoples wants, need and desires are
changing; its very important to know them and give them what they want. This is the main
objective of advertising where ad agency plays major role in market research, making of
creative, launching it in the market, taking the feedback of consumer and making any product
famous and acceptable among consumers. Ad agencies are playing an important role in
shaping present and future of not just selected brand but of entire company.
There is no one -- sure-fire -- best way to advertise your product or service. It is
important to explore the various advertising media and select those which will most effectively
convey your message to your customers in a cost-efficient manner.

Always remember,

advertising is an investment in the future of your business.

57

APPENDIX:
1) Do you like advertisements?

Yes/No

2) Can you buy a product which is not much advertised?

Yes/No

3) How advertising benefits you as a customer?

(Rank them)
Create awareness
Educate about new product & its uses.
Supports your purchase decision
Illustrates Companys brand image
Conforms product quality
2) Do different media play role in changing customers perception regarding the product?
Very much/ to such extent/ Not at all/ cant say.
3) In your opinion which is the best media to communicate advertisement?
Outdoor (posters/bill boards/vehicle)
Print
TV
Film
Radio
Direct mail
Window display in shops
Specialty(dairies/calendars)
4) Do you think celebrity advertisement is working or useful?
58

Very much/ To such extent/ Not at all/ Cant say.

5) Do you think advertising is a social waste?

Yes/No

6) What is the disadvantage of advertising in your life?

(Rank them)
It multiplies your need
Amount spend on advertising increases your product
It create brand monopoly
Most of them undermines ethical or esthetic values
Corrupts the mind of youngsters.

59

Bibliography:

www.magindia.com
www.google.com
www.agencyfaqs.com
www.adage.com
http://en.wikipedia.org/wiki
www.aaaindia.org

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