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

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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.

Student’s Signature

ARJUN CHOUDHARY

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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 SIGNATUREPROJECT GUIDE OF PRINCIPAL

External Examiner

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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.”

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INDEX

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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

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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,

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.

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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).

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# 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?

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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 a particular “Brand” of product –

Toilet soaps, toothpastes, etc.

b) Remind:

After establishing the product – to remind the public about the product – Coca Cola,

Pepsi, Cadbury’s, 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 - Cadbury’s by older people

c) Sustain Preference:

Established Brands advertise to maintain ‘Market Share’ – Cadbury’s is generic to

chocolates

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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).

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

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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 self-

esteem 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

rather than a thin frame. So advertisements produce dissatisfaction both men and women

(Baird & Frederick, 2006).

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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.

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 :

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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.

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.

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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 :

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 :

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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.

• 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

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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

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

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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. “

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

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• 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

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STRATEGY PLANNI NG FOR STRATEGY PLANNI NG FOR ADVERTI SI NGADVERTI SI NG

Target market

ProductPromotion Price

Place

PersonalSelling

Mass Selling

SalesPromotion

Publicity

Advertising

Target audienceKind of

advertising Media types

Indoor

Outdoor

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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 1950’s. 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.

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5M’s OF ADVERTISING:

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Money

Factors to consider:Stage in PLCMarket share and consumer baseCompetition and clutterAdvertising frequencyProduct substitutability

Message

Message generationMessage evaluation & selectionMessage executionSocial responsibility review

Media

Reach, frequency, impactMajor media typesSpecific media vehiclesMedia timingGeographical media allocation

Measurement

Communication impactSales impact

Mission

Sales goalsAdvertising objectives

5 M’s 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

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5 Ms OF ADVERTISING

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 WORK PERFORMED AT STAGE

Briefing Stage Briefing from the client

Internal briefing to the creative and media

Any research briefing if required

Creation Stage Ad campaign and media plan development

Internal review and finalization

Presentation to client and approvals

Any pre-testing if required

Production Stage Budget and estimate approvals

Production of film, press ads, collaterals

Media Scheduling and media booking

All release approvals for creative & media

Post Production Stage Material dispatch to media

Media release monitoring

Any post-testing if required

Billing and collection

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Marketing and Promotions Process Model

Competitiveanalysis

Targetmarketing

Identifyingmarkets

Market segmentation

Selectinga target market

Positioningthrough

marketingstrategies

Productdecisions

Pricingdecisions

Channel ofdistributiondecisions

Promotionaldecisions•advertising•directmarketing•internet/interactivemarketing•salespromotion•publicityand publicrelations•personalselling

Resellers

Ultimatecustomer•Consumers•Businesses

Marketing Strategy and Analysis

Target Marketing Process

Marketing Planning Program Development

Promotion to final buyer

Target Market

Purchase

Promotion to trade

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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

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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

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media 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.

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IMPACT OF ADVERTISING:

Advertising plays an important role in today’s 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 salesman’s 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.

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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.

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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 company’s 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.

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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.

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Profile of Major Advertising Mediums:

MEDIUM ADVANTAGES LIMITATIONS

Newspapers Flexibility; timeliness; good local market

coverage; broad acceptance; high

believability.

Short life; poor reproduction

quality; small pass along audience.

Television Combines sight, sound and motion;

appealing to the senses; high attention;

high reach.

High absolute cost, high clutter,

fleeting exposure, less audience

selectivity

Direct mail Audience selectivity, flexibility, no ad

competition within the same medium,

personalization.

Relatively high cost, junk mail

image.

Radio Mass use, high geographical and

demographic selectivity; low cost.

Audio presentation only; lower

attention than television; non

standardized rate structure; fleeting

exposure.

Magazines High geographical and demographic

selectivity; credibility and prestige; high

quality reproduction, long life; good pass-

along readership.

Long ad purchase lead time; some

waste circulation; no guarantee of

position.

Outdoor Flexibility; high repeat exposure; low

cost; low competition.

Limited audience selectivity;

creative limitation.

Brouchers Flexibility; full control; can dramatize

message.

Overproduction could lead to run

away costs.

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Radio:

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

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Television:

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

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Newspapers:

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.

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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 ½ 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.

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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.

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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.

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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

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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.

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Where does advertising objectives fall in the marketing plan:

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

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

Market AnalysisMarket Analysis Consumer AnalysisConsumer Analysis Competitive AnalysisCompetitive Analysis BrandBrand Organizational RealitiesOrganizational Realities

Marketing Plan

Marketing ObjectivesSales Objectives

Marketing Plan

Marketing ObjectivesSales Objectives

Advertising ObjectivesAdvertising Objectives

Advertising StrategyAdvertising Strategy

Advertising TacticsPromotions

Advertising TacticsPromotions

Media StrategyMedia StrategyCreative StrategyCreative Strategy

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.

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ORGANIZATION CHART:

Board of Directors

Managing Director

Client Services Director Creative Director

Servicing Group

Media

Research

Creative Groups

Audio Visual

Language

Studio

Production

Finance / Accounts

Branches

Secretarial / Legal Personnel

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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 country’s top television advertising categories in the first

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two months of 2009, as per data collated by media tracking firm TAM AdEx. Among

individual 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:

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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

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.

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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.

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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: -

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The information can be collected by primary data or secondary data, or by the

combination of both methods.

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

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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

advertised by the celebrities are

of good quality

Frequency Percentage

Strongly agree 29 19.3

Agree 74 49.3

Neutral 39 26.0

Disagree 8 5.3

Total 150 100.0

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.

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Table 2. Distribution of the respondents according to ever buy a beauty product to achieve

inaccessible beauty of ad celebrity

Ever buy a beauty product

to achieve inaccessible

beauty of

ad celebrity

Frequency Percentage

Yes 92 61.3

No 58 38.7

Total 150 100.0

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

communicate

quickly Low

Economic

dissatisfaction

Medium High

Total

Press ad 1 14 12 27

3.7% 51.9% 44.4% 100.0%

Outdoor 16 18 12 46

34.8% 39.1% 26.1% 100.0%

Television ad 15 41 21 77

19.5% 53.2% 27.3% 100.0%

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Total 32 73 45 150

21.3% 48.7% 30.0% 100.0%

Chi-square = 11.50 d.f. = 4 Significance = .021*

* = Significant

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 don’t 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.

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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.

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

desire for more and more material possessions.

•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.

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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.

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CONCLUSION:

In today’s 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 today’s advertising.

In today’s India which is fast moving & dynamic, people’s wants, need and desires are

changing; it’s 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.

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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 Company’s brand image

Conforms product quality

2) Do different media play role in changing customer’s perception regarding the product?

Very much/ to such extent/ Not at all/ can’t 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)

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4) Do you think celebrity advertisement is working or useful?

Very much/ To such extent/ Not at all/ Can’t 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.

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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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