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Name: Isha Kembhavi

School: Delhi Private School, Sharjah

Roll No:

Internal Examiner:

External Examiner:

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Certificate

Certified that the work entered in this project is the bona fide work of

Miss Isha Kembhavi of grade 12 section C with roll number recorded in the school during the academic year20010-2011

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Teacher in-charge Date

_________ ______

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TABLE OF CONTENTS:

Certificate......................................................................................................................3

TABLE OF CONTENTS:..................................................................................................4

METHODOLOGY..............................................................................................................6

ADVERTISING:.................................................................................................................7

INTRODUCTION...............................................................................................................7

FEATURES OF ADVERTISING......................................................................................9

PURPOSE OF ADVERTISING......................................................................................10

MERITS OF ADVERTISING..........................................................................................14

DE-MERITS OF ADVERTISING...................................................................................16

MEDIA...............................................................................................................................18

Types of media.............................................................................................................19

1.Outdoor Media ......................................................................................................19

2.Indoor Media –........................................................................................................20

3.Direct Media –........................................................................................................21

TYPES OF ADVERTISEMENTS.........................................................................................23

1. Persuasive Advertising......................................................................................23

2. Competitive Advertising...................................................................................24

3. Informative Advertising....................................................................................25

4. Generic Advertising (Collective)..................................................................26

FACTORS AFFECTING CHOICE OF ADVERTISING MEDIA:....................................27

TRENDS IN ADVERTISING...............................................................................................31

FEW OF THE MOST CREATIVE ADS:............................................................................34

MY PRODUCT.......................................................................................................................36

History................................................................................................................................37

FEW COKE ADDS:...............................................................................................................41

GENERAL ADDS:.................................................................................................................44

RATIONAL APPEALS:.....................................................................................................45

EMOTIONAL APPEALS:..................................................................................................48

PSYCOLOGICAL APPEALS:...........................................................................................52

FESTIVE APPEALS:.........................................................................................................57

COKE ADS:........................................................................................................................59

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QUESTIONARE:...................................................................................................................62

CONCLUSION:......................................................................................................................65

ACKNOWLEDGMENT.........................................................................................................68

BIBILOGRAPHY:...................................................................................................................69

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METHODOLOGY First, I chose my product that is, coke.

Then I gathered the required information on general advertising from various books and the internet.

Then I formed a questionnaire for my survey and emailed it to a few friends.

I accumulated all the answers from the survey and made bar graphs and concluded them.

In the mean time, I collected different advertisements from weekly magazines and the internet.

Finally, I put together all the information and different parts of the

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project to create this beautiful piece of presentation in front of you.

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ADVERTISING:

INTRODUCTIONWhen a company develops a new product or service, modifies an old one or simply wants to increase the sales of its product or service, the company tries to promote its good or service.Promotion is a means of

communication about a product in terms of making it known to

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target customers & ultimately persuading them to buy the product, or recommend the product, service, idea or institution to individuals.

Promotion is made up of:- Advertising Personal Selling Sales Promotion Publicity

Advertising is one of the most important tools of promotion.According to the American Marketing Association –“Any paid form of non-personal presentation of ideas goods or services by an identified sponsor is called as Advertising. ”

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FEATURES OF ADVERTISING

1. Paid Form2. Non-Personal3. Promotion & Presentation

4. Identified by sponsor

5. Mass media presentation

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PURPOSE OF ADVERTISING

To in form 1. Advertising serves to inform the public of the availability of a new product or service which is being sold in the market, e.g. advertising a new brand of toilet soap or announcing the opening of a new hairdressing salon. 2. This is aimed at creating a demand for the new product. The new product has to be made known to the public before the

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goods are actually available for sale. The advertisement also serves to induce the wholesalers and the retailers to stock up the new goods. 3. This type of advertising is called informative advertising. It is not only restricted to new products but is also used to inform people of new uses of a product, of how a product works, of new price changes.

To persuade 1. Advertising also serves to persuade the public to buy some goods or services, e.g. a government issued an anti-smoking campaign, featuring a kid wrapped in smoke. It persuades

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the public to quit, for the sake of the child2. This type of advertising is called persuasive advertising. It informs but also persuades the public into purchasing the advertised product by using subtle techniques. It aims at extending the demand for the good or service advertised.

To remind 1. Advertising also serves to remind consumers of existing products; that the product may be Needed in the near future and where the product can be bought.

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2. It is necessary for the advertiser to draw the attention of consumers to his product constantly and to keep away from other competitive brands which may be heavily advertised. 3. It aims to keep the name of the product before the public. For example, a newspaper advertisement may carry a picture of a bottle drink or a bus may carry the name of a firm. They say nothing but serve a useful purpose in reminding the public of the name of the product or service.

4. This type of advertising is called reminder advertising. A related form of advertising is reinforcement advertising which

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seeks to assure current purchasers that they made the right choice. 5. Reminder advertising aims at sustaining the demand for the good or service advertised.

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Merits of advertising Increases sales volume –

Advertising increases the sales of a product because it persuades consumers to buy it as it portrays the good quality of the products which pushes n pressurizes the consumers to buy, thus increasing the sales volume.

Mass reach - Advertising is a medium through which a large number of people can be reached over a vast geographical area. For example, an advertisement message placed in a national daily reaches lakhs of its subscribers.

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Enhancing Customer Satisfaction - Advertising creates confidence amongst prospective buyers as they feel more comfortable and assured about the product quality and hence feel more satisfied.

Expressiveness - With the developments in art, computer designs, and graphics, advertising has developed into one of the most forceful medium of communication. With the special effects that can be created, even simple products and messages can look very attractive.

Economical - Advertising is a very economical mode of

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communication if large numbers of people are to be reached. Because of its wide reach, the overall cost of advertising gets spread over numerous communication links establishment. As a result the per unit cost of reach comes low.

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De-merits of advertising

Advertising is not productive – Advertising does not create tangible goods, but renders valuable services. It facilitates choosing from a variety of products which leaves the consumer confused.

Spoils the beauty of nature – Outdoor advertisements are displayed on roadside posts, private buildings, compound walls, on top of buildings that spoils the outlay & skylines of the environment.Less forceful - Advertising is an impersonal form of

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communication. It is less forceful than the personal selling as there is no compulsion on the prospects to pay attention to the message.Lack of Feedback - The evaluation of the effectiveness of advertising message is very difficult as there is no immediate and accurate feedback mechanism of the message that is delivered.

Inflexibility - Advertising is less flexible as the message is standardized and is not tailor made to the requirements of the different customer groups.

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Less effectiveness - As the volume of advertising is getting more and more expanded it is becoming difficult to make advertising messages heard by the target prospects. This is affecting the effectiveness of advertising.

Media Media are those

communication channels through which news, entertainment, education, data, or promotional

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messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet etc.

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Types of mediaThe different kinds of media for advertising are:-

Outdoor Media – This is the media to reach the people when they are out of doors. It is one of the strongest types of media as a large part of the adult population moves out of doors.

It includes – Posters, Billboards, Skywriting, Transit etc.

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Indoor Media – This is the media which carries the message right to the house or indoors of the consumers. Currently indoor media is one of the most famous types of media all over the world.

It includes –Newspapers, Magazines, Television, Radio & Films.

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Direct Media – This is one of the oldest methods of reaching the consumers. Here, printed media or novelties are handed over personally to the consumers unlike newspapers and magazines.

It is handed to persons on sidewalks, placed on windscreens of cars or sent through post.

It includes –

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Cards, Booklets, Catalogues, Gift novelties, Free samples etc.

Display Media – It includes – POP, POA, Counter- Display, Window Dressing, etc.

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TYPES OF ADVERTISEMENTS

1. Persuasive Advertising

In this type the advertiser tries

to persuade the public to buy

his product, by explaining the

Various good qualities that the

product possesses over other

products.

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2. Competitive Advertising

This is carried out by different producers of different brands of the same product. Each producer tries to compete with other producers in trying to capture the market. The advertiser uses techniques that are persuasive and aggressive to achieve his target. Example, the advertiser claims that his product is best in terms of quality/performance/durability.

Example: Biggs Butter is best.

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3. Informative Advertising In this type information is passed on to the consumers about availability of products, changes in fashion and how to use the products. Under informative advertising the

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following goods and services are advertised. -

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4. Generic Advertising (Collective) When all the producers in one industry combine to advertise their product, it is called generic advertising. These advertisements are usually sponsored by trade associations. The producers group together to share the costs and to promote the product hoping to increase the overall sales of the product. Example: Drink more tea.

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Factors affecting choice of advertising media:

1. Nature of the product or service

The medium chosen must fit the product or the service to be advertised. Goods, especially new ones that require explanations and demonstrations are best advertised at trade fairs and exhibitions

2. Target market

Target market refers to the group of people that the

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advertisement is aimed at. Groups of people may differ in terms of income, age or sex. The medium chosen must fit the target group, i.e. the group of people who will likely buy the product or service. For example, if you are trying to reach the female market, then women's magazines may be appropriate. If you are trying to reach to children, then you may select television as the medium especially during children's programmers’.

3. Cost

The cost of using the medium should be

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considered in relation to the budget or the Amount of funds available and the circulation of the medium. For example, a small firm Intends to advertise the sale of used cars but it has allocated a small budget for this purpose.

4. Flexibility

1. Flexibility refers to the ease with which the advertiser can change the advertisement so as to adapt to different conditions and circumstances. As a medium, the magazine generally has less flexibility than the newspaper

5. Noise

The 'noise level' refers to

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the level of distraction for the targeted audience. The noise level for an advertisement in the newspaper is great, meaning that other advertisements in the advertising newspaper as well as news reports distract the reader's attention from the advertising message.

6. Lifespan

The lifespan of an advertisement refers to the length of time an advertisement will be on display. Different media have different life spans. For example, a radio or a television commercial has short lifespan - it will last only for a few seconds.

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TRENDS IN ADVERTISING DIGITAL BILLBOARDS This is an advertising media. In

this media, very large screens are used to display the

advertisement. Digital billboards are placed in busy streets so that the advertised messages can be reached to large number of people. The information about the product is given orally to passersby.

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Internet

This is the recent development in communication. Through World Wide Web, information can be browsed. Nowadays, advertisers wish do advertise through Internet as ads can be seen by millions through out the world.

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E-COMMERCE

E-Commerce, abbreviation for electronic commerce, usually defined as the conduct ofbusiness online, via the internet. Until recently, e-commerce was limited mainly to largecompanies and their suppliers, who connected their computer together to speed up orderingand

payment system.

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Few of the most creative ads: Air Suction Range Hood

The Softness of Surf

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Blend In- Los Angles Zoo.

Bose Noise – Waterfall

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MY PRODUCT

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HistoryThe prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a drugstore in Columbus, Georgia by John Pemberton, originally as a coca wine called Pemberton's French Wine CocaCoca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor wall advertisement was painted in the same year as well in Cartersville, Georgia.[17] Cans of Coke first appeared in 1955.[18] The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891.

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Marketing Strategies: Coca-Cola's advertising has had a significant impact on American culture, and is frequently credited with the "invention" of the modern image of Santa Claus as an old man in red-and-white garments; however, while the company did in fact start promoting this image in the 1930s in its winter advertising campaigns, it was already common before that. In fact, Coca-Cola was not even the first soft drink company to

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utilize the modern image Santa Claus in its advertising – White Rock Beverages used Santa in advertisements for its ginger ale in 1923 after first using him to sell mineral water in 1915.Before Santa Claus, however, Coca-Cola relied on images of smartly-dressed young women to sell its beverages. Coca-Cola's first such advertisement appeared in 1895 and featured a young Bostonian actress named Hilda Clark as its spokesperson.In the 1970s, a song from a Coca-Cola commercial called "I'd

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like to teach the World to sing", produced by Billy Davis, and became a popular hit single. Coca-Cola has a policy of avoiding using children younger than the age of 12 in any of its advertising. This decision was made as a result of a lawsuit from the beginning of the 20th century that alleged that Coke's caffeine content was dangerous to children. However, in recent times, this has not stopped the company from targeting young consumers.Coke's advertising is rather pervasive, as one of Woodruff's stated goals was to ensure that everyone on Earth drank Coca-

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Cola as their preferred beverage. Some of the memorable Coca-Cola television commercials between 1960 through 1986 were written and produced by former Atlanta radio veteran Don Naylor (WGST 1936-1950, WAGA 1951-1959) during his career as a producer for the McCann Erickson advertising agency. Many of these early television commercials for Coca-Cola featured movie stars, sports heroes, and popular singers of the day.

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Few coke adds:1. INDOOR MEDIA:

a. PRINT MEDIA: (pamphlets, magazines etc.)

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b. ONLINE ADS:

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2. OUTDOOR MEDIA:

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GENERAL ADDS: These are few of the ads I have collected from a weekly magazine, to show the emotional, rational and psychological appeal used by marketers to promote ads.

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RATIONAL APPEALS:

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EMOTIONAL APPEALS:

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PSYCOLOGICAL APPEALS:

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FESTIVE APPEALS:

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COKE ADS:

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QUESTIONARE:Q1. How regularly do you consume coke? (its products being-Bacardi, Coca-Cola, Fanta, Frutina, Grapette, Kinley, Leoa green tea, Limca, Maaza, Minuute Maid, Nestea, Sprite, Splice, etc)

1. Once a day2. Once in 3 days3. Once in week4. Once in a month

Q2. What do you think is the best type of media to advertise coke?

1. Newspapers2. Pamphlets3. T.V. commercials4. Posters.

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Q3. What appeal strikes you the most in a coke add?

(rate from 1-3)

a.     Emotional Appeal

An emotional appeal is related to an individual’s social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases. 

b.     Rational Appeal

emphasize the characteristics, cost and features of the product and the service and how it would be beneficial

 

c.     Psychological Appeal:

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people who are brand conscious and wish to choose particular products to make a brand statement.

directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury, elegance associated with them.

Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval.

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Conclusion:

Once a day Once in 3 days

Once in week

Once in week

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4

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How regularly do you consume coke?

Series 1

Figure 1

Analysis:

We thus interpret that coke consumption is quite frequent as most of the respondents consume coke once in 3 days.

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1 1

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What do you think is the best type of media to advertise coke?

Series 1

Analysis:

The above figure shows that, T.V. commercial is the most preferred form of media for coke ads. It is followed by posters and then newspapers and pamphlets.As discussed above, in the marketing strategies followed by Coke, they too favor T.V. commercials.

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What appeal strikes you the most in a coke add?

Series 1

Analysis:

Psychological appeal strikes the highest to consumers followed by Rational and finally, emotional. Psychological appeal because, Coke is in throat-cutting completion with Pepsi. Both have similar products with the same taste. Consumers develop a brand loyalty towards one and tend to stick to it.

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ACKNOWLEDGMENT

If words are considered to be sign of gratitude then let theses word convey the very same.

I am highly grateful to my marketing teacher who has provided me with the necessary information and also for the support and her valuable suggestions and comments on bringing out this report in the best way possible.

I feel great pleasure to cordial thanks to all my friends and my parents who helped and gave me guidance and sincerely supported me in the completion of the project and I am thankful to god who gave me the power that always inspire me to take right step in the journey of success in my life.

Isha Kembhavi

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BIBILOGRAPHY:

ONLINE REFFERENCES:

1. www.scribd.com 2. www.wikipedia.com 3. www.google.com 4. www.whackyads.com

BOOKS REFFERENCES:1. Phillip Kottler2. C.N. sontaki