Mahatma Gandhi Mission

College of Commerce

MGM Educational Campus, Kamothe, Navi Mumbai – 410 209

PROJECT REPORT ON
“CUSTOMER SATISFACTION TOWARDS
ROYAL ENFIELD”

SUBMITTED TO

MGMS COLLEGE OF COMMERCE, NAVI

MUMBAI

BY
SUPRIYA SOPAN BISHVI
ROLL NO – 18
BATCH (2017-2020)

IN PARTIAL FULFILLMENT OF
BACHELOR OF MANAGEMENT STUDIES
(BMS), UNIVERSITY OF MUMBAI
 STUDY ON ADVERTISING
A Project Submitted to

University of Mumbai For Partial completion of the degree of

Bachelor of Management Studies

Under the Faculty of Commerce

By

AKANKSHA SANJAY MORE

Under the Guidance of

PROF. SONIA

PANT

Mahatma Gandhi mission

College of Commerce
MGM Educational Campus, Kamothe, Navi Mumbai – 410 209

March ,2020

1
 DECLARATION BY LEARNER

I the undersigned Miss. AKANKSHA SANJAY MORE here by, declare that the work
embodied in this project work titled “ Study on Advertising” forms my own contribution to
the research work carried out under the guidance of Sonia pant is a result of my own research
work and has not been previously submitted to any other university for any other degree/
diploma to this or any other university.

Wherever reference has been made to previous works of others , it has been clearly indicated
as such and included in the bibliography.

I, hereby further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Signature :

Miss. Akanksha Sanjay More

Certified by ,

Signature:

Prof, Mrs Sonia Pant

 CERTIFICATE

Mahatma Gandhi mission

College of Commerce
MGM Educational Campus, Kamothe, Navi Mumbai – 410 209

This is to certify that MISS.AKANKSHA SANJAY MORE has worker and duly completed
his Project Work for the degree of Bachelor of Management Studies under the faculty of
commerce in the subject of Project Work and his project is entitled , “ Study on
Advertising” under my supervision.

I further certify that the entire work has been done by the learner under my guidance and that
no part of it has been submitted previously for any degree or diploma of any University.

It is his own work and facts reported by his personal findings and investigations.

Signature:

Prof, Mrs. Sonia Pant

 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this
project.

I would like to thank my principal, Dr. Chaitali Gadekar for providing the necessary
facilities required for completion of this project.

I take this opportunity to thank our co-ordinator, Prof. Sonia Pant for her moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide

Whose guidance and care made the project successful.

I would like to thank my College Library for having providing various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly and indirectly helped me in
this completion of the project especially my Parents and Peers who supported me
throughout my project.
 INDEX

Chap No. Title Page No.

I. Introduction 8

II. Research Methodology 56

III. Literature Review 64

IV. Data Analysis 66

V. Recommendation 74

VI. Conclusion 75

VII. Findings 76

VIII. Questionnaire 78

IX. Bibliography 79

8
 EXECUTIVE SUMMARY

Advertising is a form of marketing communication used to promote or sell something, usually

a business’s product or service. Advertising by a government in a favor of its own policies is
often called propaganda. Advertising happens in many different ways. Many products re
advertised on television, although not all channels permit advertising.

The document also includes. How do adverts get made and the creative process of the making
of the advertisement. It also includes a basic approach and the relationship between
Consumer Behavior and advertising. There is also a Role of Advertising in the present
business world which factors the advertising which also carries several responsibilities.

It consists the techniques for analyzing the survey as well as the market regulations are really
important advertising is often strictly regulated, for instance the United Kingdom it is illegal
to advertise tobacco, except in the shop where it is sold and this also restricted.

The e-business strategy towards marketing is a constraint for the companies to stay connected
with the customers by using the internet as a 2-way communication. Advertisement with a
message better known as ‘tag-line’ is assumed to be connected instantly with consumers. the
advertisers are leaving no stone unturned to have communication contact with customers and
to motivate their purchase behavior.

The study relies on upon both fundamental data and assistant data. The vital data will be
assembled through sorted out study for which trial of various respondent were decided for
this study.

We live in a world of advertising. It is a world of our making, of course. We don’t like to pay
the full price of things, so we allow other people to pay part of that price in exchange for
letting them pass a message to us. So, we open up the pages of our favorite magazines, and
there are glossy ads for clothes, shoes, cars.

Majority of the viewers of television advertising say that advertising have always forces them
to buy that particular product, about Which they have watched in the advertisement. Due to
the strong impact of advertising. It is the moral duty of advertisers to practice the code of
ethics, during the promotion of their products.
STUDY ON ADVERTISING

7
 CHAPTER-1

INTRODUCTION:

MEANING
Advertising is only one element of the promotion mix, but it often considered prominent in
overall marketing mix design. Its high visibility and pervasiveness made it as an important
social and economic topic in Indian society.

Promotion may be defined as “the co-ordinate of all seller initiated efforts to set up
channels of information and persuasion to facilitate the scale of a good or service.”
Promotion decision must be integrated and co- ordinated with the rest marketing mix,
particularly brand/brand decision, so that it may effectively support an entire marketing mix
strategy. The promotion mix consist of four basic elements. They are:-
 1.Advertising

2.Personal selling

3.Sales promotion, and

4.Publicity

1.Advertising is the dissemination of information by non-personal means through paid media

where the source is the sponsoring organization.

2.Personal selling is the dissemination of information by non-personal methods, like face-to-

face, contacts between audience and employees of the sponsoring organization. The source of
information is the sponsoring organization.

3.sales promotion is the dissemination of the information through a wide variety of activities
other than personal selling, advertising and publicity which stimulate consumer purchasing
and dealer effectiveness.

4.Publicly is the disseminating of information by personal or non-personal means and is not

directly paid by the organization and the organization is not the source.
HISTORY OF ADVERTISING:

Modern advertising is largely a product of the twentieth century, Communication has

been a part of the selling process ever since the exchange of goods between people started.
The development of technology and research has led to increased sophistication in
advertising in recent decades. During ancient and medieval times, advertising was crude if
measured by present day standards, however, the basic reason for using advertising was the
same then as it is now.

Institution come into existence only when a need for them develops. A variety of external
forces support and nourish the growth and development of an institution. To survive, the
conditions of the environment.

The record history of advertising goes back to about 5000 years including the modern
satellite and internet age. Our knowledge of advertising in ancient times is quite fragmented.
Nevertheless, it seems that the urge to advertise in is a part of human nature since ancient
times. The4 digging by archaeologist, in countries rimming the Mediterranean Sea as
unearthed a Babylonian Clay tablet of about 3000BC, bearing inscription for an ointment6
dealer, a scribe, and a shoe mark, Romans and their predecessor knew that “it pays to
advertise”. Papyri found in the ruins of Thebes (Egypt) show announcement offering rewards
for the return of runway slaves about 3000 BC.

Before the invention of printing from movable type by Johann Gutenberg there were three
forms of advertising.

1.Trademark: Craftsman, in early times, wanted to be identifies for their skills and places
their individual marks in good that they crafted. This led to reputation building of particular
artisans by word of mouth. Buyers learnt to look for distinctive marks just as we look today
for brands names and trademark on products.

10
2.Sign: Phoenicians, and the other traders, painted commercial messages on prominent tocks
along trade route that they frequented. These messages highly praised the products that were
for sale. This is n example pf ancient outdoor advertising, Archaeologist have revealed, from
excavation at Pompeii, that little shops had inscription on walls near the entrance to inform
the passers-by whether the shop sold pottery, wine, bread, or any other goods.

3.Town Criers: This system of town criers was perhaps, present in all developed civilization
of the ancient world. In Greece, during the golden age, town criers were paid to go around
town spreading news and making announcements in the streets of Anthem. Epic and history
books about ancient India reveal that the rulers used the system of town criers in India to
inform the public of various public interest matters. In rural India, town criers were use till as
late as the 1950s.

The first known printed advertisement in English language appeared nearly forty years
after the invention of movable type. William Caxton of London printed the first
advertisement. It was a handbill of rules for the guidance of clergy at Easter and was put on
the church doors. The printed newspaper emerged from the newsletter which were
handwritten by professional writers for limited circulation among the nobles and other.

The first ad, in any language, to be printed on a circulated sheet appeared in German news
pamphlets in about 1525. The ad praised the virtues of a mysterious drug. It was from such
beginnings that the printed newspaper emerged and the first printed newspaper in English
came out in 1622, called the Weekly News of London. The first advertisement appeared in an
English newspaper in 1625.

The first ad in America appeared in 1704 in the Boston Newsletter. The first ad that
appeared offered a reward for the capture of the thief. This was more like the reward for
returned slaves written on Egyptian Papyrus thousand of years before present day advertising
came into being. By the middle of the 17 th century, weekly newspaper called “mercuries”
started to appear in England. Most of the early advertisements in these newspapers were in
the form of announcements. Importers of the product new to England were prominent
advertisers. The first ad offering coffee appeared in s newspaper in 1652, followed by an
offering of chocolate in 1657 and tea in 1658.
 ADVERTISING IN 21ST CENETURY

The past decade has witnessed a remarkable impact on advertising due to rapid strides in
technology. It is difficult to determine exactly what the coming decades in this new century
will bring, however, what looks certain is that there will be much greater consumer
involvement and control and some degree of two-way communication. With the opening up
of economies, mass market; country-based or region-based; and advertising will increasingly
acquire a local color. In this regard we are already witnessed some interesting advertising
campaigns by Coca-Cola and Pepsi. Further progress in artificial intelligence will add a
totally new dimension to advertising and its planning. There will be major career
opportunities for talented people in the electronic media. There will be a number of
challenges unique to the coming generation and with these challenges there will be
opportunities, responsibilities, and rewards that advertisers of the past could no have
imagined.
DEVELOPMENT OF MODERN ADVERTISING
It is a fact that advertising as we know it really had its beginnings in mid 19 th. Volney B
palmer was the first advertising agent who established an office in Philadelphia. For a fee, he
worked as an agent for newspaper numbering about 1400. He sold space to advertiser
throughout the country. He did not provide any creative or planning services to clients, expect
the media selection.

In the late 1880s, John e Powers emerged as great copywriter. He had a simple approach-
he believed in “printing the news of store…no catchy headings…no brag, no pressure.” J
Walter Thompson, a young advertising executive signed an exclusive contract with twenty-
five of the best American magazines and had an impressive list of advertisers. He is also
known as the inventor of the modern advertising agency.

Albert Lasker and Claude C. Hopkins got together in the last decade of the 19 th century.
Claude C Hopkins developed the “reason why” approach to advertising copy. Albert Lask
Made the ad agency a professional business that included the “records of result.” This was the
counterpart of today’s research department.

The dominant approach to copy writing was “reason why” during this time. However, a
famous copywriter, Theodore F McManus of General Motors, challenged this style. He
believed in producing impressionistic copy by incorporating original art, striking layouts and
elegant writing, to create a positive image of the company and its products.

An agency, Lord and Thomas, had two remarkable copywriters, John E Kennedy and
Claude C Hopkins, and enjoyed a reputation for creative work. Hopkins had joined Lord and
Thomas in 1907 and was regarded by many as the greatest creator of advertising who ever
practiced the art.

Hopkins was particularly good at understanding the consumer and how advertising should
be integrated in the total marketing effort. John E Kennedy believed that advertising was
“salesmanship in print.” He tried to provide a reason why customer should buy the advertised
products.
MEANING OF ADVERTISING

The term “Advertising” originates from the Latin word “advertere” which means “to
turn the mind towards”. The dictionary meaning of the term advertising is “to give public
notice or to announce publicity”. This suggests that advertising is useful for drawing the
attention of people towards a specific product/ service/ manufacturer.

Advertising is an essential requirement of sales promotion and large-scale marketing. It

acts as a supplement of salesmanship. In advertising, information about goods/ services is
given through different media and consumers are encouraged to purchase specific goods/
services. It is also described as impersonal salesmanship or salesmanship in print. It appeals
to masses and prepare proper background for salesmanship.

Advertising is a technique of attracting the attention of consumers to a specific product/

service and making that product/ service popular and thereby to promote sales. Advertising
offers many benefits to producers, consumers and others. There should be no opposition to
creative and positive advertising. It has a long history and I bound to exist as long as
competitive production and marketing activities are undertaken.
DEFINITION OF ADVERTISING

“Advertising as any paid from of non-personal presentation and promotion of ideas, goods
or services by an identified sponsor.” – The American Marketing Association

“The only institution we have for instilling new needs, for training people to act as
consumers, for altering men’s values and thus for hastening their adjustment to potential
abundance is advertising”. – David Potter

“Advertising is paid, non-personal communication through various media by business

firms, non-profit organization and individuals who are in some way identified in the
advertising message members of a particular audience”. – Dunn and Barbon

15
WHAT ADVERTISEMENT IS?
Advertisement is a mass communicating of information intended to persuade buyers to by
products with a view to maximizing a company’s profits.

The element of advertising are:

 1.It is a mass communication reaching a large group of consumers

 2.It makes mass production possible.
 3.It is non-personal communication, for it is not delivered by an actual person, nor it
is addressed to a specific person.
 4.It is a commercial communication because it is used to help assure the advertiser of
a long business life with profitable sales.
 5.Advertising can be economical, for it reaches large groups of people. This keeps the
cost message low.
 6.The communication is speedy, permitting an advertiser signs his name to his name
to his advertisement for the purpose of publicizing his identity.
WHAT INCLUDED IN ADVERTISING
 The information in an advertisement should benefit the buyers. It should give them a
more satisfactory expenditure of their rupees.
 2.it should suggest better solutions to their problems.
 3.the content of the advertisement is within the control of the advertiser, not the
medium.
 4.advertising without persuasion is ineffective. The advertisement that fails to
influence anyone, either immediately or in the future, is a waste of money.
 5.the function of advertising is to increase the profitable sales volume. That is,
advertising expenses should not increase disproportionately.
THE ACTIVITIES EXCLUDED FROM ADVERTISING ARE
 The offering of premiums to stimulate the sale of products;
 The use of exhibition and demonstration at fairs, show and conventions;
 The use of samples and activities, involving news release and the activities of
personal selling forces;
 The payment of advertising allowances which are not use for advertising

18
FEATURES OF ADVRTISING

I. Paid from of communication: Advertising may be in any convenient from such as

sign, symbol, slogan, illustration or message.it is a medium of mass communication
for supplying information to people. The advertiser has to pay to the media for giving
advertising message. Advertising is a paid from of communication.
II. Non-personal communication: Advertising is non-personal in character as against
salesmanship which is personal. In advertising, the message is given to all and not to
one specific individual.
III. Provide publicity to goods/services: Advertising is basically for giving publicity to
goods and services for the information to consumers. This relates to the
features/benefits of goods and services. Advertising is also useful for providing new
ideas to consumers as its contents are meaningful.
IV. Identified sponsor: A sponsor may be individual or a firm having something to
advertise. He spends money and makes advertising as per his desire. The corporate
advertisements are sponsored by companies and they constitute an integral part of
advertisement. The name of reputed company even enhances the product which is
being advertised. The product gets good market due to its identity with the reputed
corporate body.
V. Provides information: Advertising is always informative. Its purpose is to provide
information about products /services/ideas to prospective buyers. The details of
products such as features, brand name, advertisements message, prices and benefits
are given in the advertisements.
VI. Builds goodwill: Advertising builds invaluable goodwill for the company its products
and services. A company can improve its image by well-planned advertising
campaign; highlighting the benefits of buying its products. Thus advertising helps in
building up brand preferences and brand loyalty.
VII. Target oriented: Advertising becomes effective and result oriented when it is target
oriented. The waste in advertising can be minimized through such target oriented
advertising. The selection of media, language, message, etc. Becomes more
appropriate when the target audience is clearly decided.
VIII. Facilitates consumer choice: Advertising is a consumer choice. It provide
Information and enables customers to purchase goods as per their budget,
requirement and choice. The gives satisfaction and pleasure to customers.
IX. Comprehensive term: advertising is comprehensive term. It not only includes abs of
and tours. Nowadays even non-business organization like educational institutions
and charitable trusts advertise.
X. Provide awareness: Advertising makes people aware about the availability of various
product. It also provides information relating to its benefits to consumer
BENEFITS OF ADVERTISNG:

Advertising is beneficial to manufacturers, retailers, consumers and the society at

large. The benefits of advertising are as explained below:

(A) Benefits of Advertising to Manufacturers:

I. Facilitates large-scale production and marketing: Advertising provides information

and encourage consumers to purchase more. As a result, additional demand is created.
I. Promote new products: Advertising facilitates the promotion of new products along
with the existing products. Due to advertising, information about new products is
given to the prospects. This creates demand and the manufacture is able to sell new
products.
II. Creates new demand: Advertising provides information and encourage consumers to
purchase new products for their convenience and welfare. This leads to the creation of
additional market demand.
III. Facilitates personal selling: Advertising creates proper background for personal
selling. It gives advance information to the prospects. They visit the shop in order to
purchase a particular product which they know through advertising media. This makes
the job of a salesman easy and quick.
IV. Build brand image: Manufacturer introduce branding for making their products
popular with distinct personality. The brands are made popular through advertising
and consumers develop loyalty towards a specific brand.
22
(B)Benefits of Advertising to Retailers:

I. Attracts local consumers: Retailers can attract local buyers through suitable
advertising. As a result, quick sale is possible. Increase on the daily turnover will
provide him more profit.
II. Faces market competition: A retailer can face local market competition by using
advertising as one protective device. He can attract more customers to his shop
through such advertising.
III. Maintains stores image: The retailers who stock quality goods with ample scope for
choice always tend to get regular customers. Such a store is identified as one stocking
quality goods and providing prompt after sale service.
IV. Makes his shop attractive to prospects: A retailer can make his shop attractive
through impressive advertising and display of goods within the shop premises. The
appearance of the shop can be made attractive through window display. This raises
the number of visitors to the shop and also corresponding turnover.
V. Facilities periodical disposal of stocks: A retailer can introduce periodical clearance
of accumulated stocks through local advertising. such goods can be offered at
discount.

(C) Benefits of Advertising to consumers:

I. Provides information and guidance: Consumers get information and guidance from
advertising through different media. They can study the advertisement of competitors
and select the products which are suitable and profitable. Thus, consumers gets
information/ guidance regarding their shopping activities through advertising.
II. Acts as a reminder in marketing: Advertising acts as a reminder to consumers.
They remember what is urgently required to be purchased through advertising. This
is possible in the case of articles of daily use and also in the case of seasonal products
III. Provides benefits of market competition: Advertising leads to competition among
manufacturers and retailers. They have to offer something special in order to attract
consumers. This gives benefits to consumers.
IV. Raises standard of living/welfare: Advertising raises the standard of living of
people by supplying information about goods and services which can offer
convenience and pleasure to them. Thus advertising provides higher standard of
living to consumers.
V. Protects interests of consumers: Consumers get guidance as regards the right
manner of using the product through advertising. This avoids possible damage of the
product purchased.
 (D) Benefits of Advertising to Salesmen:

I. Provides convenient background: Advertising creates proper background for

effective and result-oriented salesmanship.

II. Reduce the work: Advertising provides advance information about products to
consumers. This reduces the workload of salesman and makes the work easy and
quick as lengthy sales talk is not required.
III. Provides more customer: Advertising brings more customer to the shop and
provides better opportunity to salesman to use their skills for sales promotion.
IV. Quick and easy selling: Selling process becomes quick due to advertising and the
salesmen get quick response from customers.
V. Time saved: The salesmen can restrict their sales talk to selling points overcoming
objections because the consumers ae familiar with the goods and services through
advertising.

(E) Benefits of Advertising to the Society:

I. Provides employment: advertising is a full-fledged profession. It provides
employment to men women who work as copywriters, artist, editors, accounts
executive and so no.
II. Improves standard of living: Advertising is an economic activity. It provides
opportunities to people to improve their income. It motivates people to consumer
more materials and thereby improves their standard of living.
III. Supports media: Advertising supports media by contributing abut 60% of its costs.
Without this support newspapers, for example, would remain outside the reach of the
common man
IV. Bridges gap: Advertising bridges gap among people by communicating varied
cultures and attitudes through the advertised messages. It brings to the light variety in
our social life.
V. Develops economy: Advertising indirectly contributes to the development of the
economy. It stimulates demand, encourages research and Development and persuades
people to higher consumption of goods and service.

28
ROLE OF ADVERTISING:

1. Awareness: One of the important roles of advertising is to create awareness of the product
or services such as brand name and price. The awareness of the product or services can be
created through highlighting the unique features of the brand. Nowadays, due to intense
competition it is not just enough to create awareness, but top of mind awareness is needed.

2.Information: Advertising helps to inform the target audience about the product. Providing
information is closely related to creating awareness of the product. Potential customers must
know about a product, such as product features and uses. Product information is very much
required, especially when the product is introduced in the market, or when product
modification is undertaken. Proper product information can help the consumers in their
purchase decision.

3.Persuasion: When business firms offer similar products, the firm must not only inform the
customers about the product’s availability, but also persuade them to buy it. Through
persuasive messages, the marketers try to provide reasons regarding the superiority of their
products as compared to others available in the market. Persuasion can be undertaken through
creative advertising messages, product demonstration at trade fairs, offering free gifts,
premium offers and organizing contests.
4.Attitudes: Promotion is required to build or reinforce attitudes in the minds of target
audience. The marketers expect the target audience to develop a favourable attitude towards
their brands. Positive attitude towards the brand helps to increase its sales. Through
promotional techniques like advertising, the marketer can correct negative attitude towards
the product, if any. Negative attitude can also be corrected through public relations and
advertising.

5. Reminder: If target customers already have a positive attitude towards a firm’s product or
service, then a reminder objective may be necessary. The reminder objective is necessary
because the satisfied customers can be targets for competitors’ appeals. Well-established
brands need to remind the customers about their presence in the market. For instance,
‘Raymond – the complete man’ campaign is designed to remind the customers.

6.Brand Loyalty: Advertising helps to develop brand loyalty. Brand loyalty results in repeat
purchases and favourable recommendations to others by existing customers. Sales promotion,
effective personal selling, timely and efficient direct marketing, and other techniques help to
develop brand loyalty.

7. Brand Image: An advertiser helps to develop a good image of the brand in the minds of
target audience. There are several factors that can be of help to audience. There are several
factors, such as the character of the personality that endorses the brand, the content of the
advertising message, the nature and type of packaging and the type of programmes or events
sponsored, that can help to develop brand image in the minds of target audience.

25
TYPES OF ADVERTISING:

A successful advertising campaign will spread the word about your products and services,
attract customers and generate sales. Whether you are trying to encourage new customers to
buy an existing product or launching a new service, there are many options to choose from.

The most suitable advertising option for your business will depend on your target audience
and what is the most cost effective way to reach as many of them as possible, as many times
as possible. The advertising option chosen should also reflect the right environment for your
product or service. For example, if you know that your target market reads a particular
magazine, you should advertise in that publication.
 I. Newspaper: Newspaper advertising can promote your business to a wide range of
customers. Display advertisements are placed throughout the paper, while classified
listings are under subject headings in a specific section. You may find that a
combination of advertising in your state/metropolitan newspaper and your local paper
gives you the best results.
II. Magazine: Advertising in a specialist magazine can reach your target market quickly
and easily. Readers (your potential customers) tend to read magazines at their leisure
and keep them for longer, giving your advertisement multiple chances to attract
attention. Magazines generally serve consumers (by interest group e.g. women) and
trade (industry/business type e.g. hospitality).

If your products need to be displayed in colour then glossy advertisements in a

magazine can be ideal - although they are generally more expensive than newspaper
advertisements
Magazines do not usually serve a small area such as a specific town. If your target
market is only a small percentage of the circulation, then advertising may not be cost-
effective.
III. Radio: Advertising on the radio is a great way to reach your target audience. If your
target market listens to a particular station, then regular advertising can attract new
customers.
However, sound has its limitations. Listeners can find it difficult to remember what
they have heard and sometimes the impact of radio advertising is lost. The best way to
overcome this is to repeat your message regularly - which increases your costs
significantly. If you cannot afford to play your advertisement regularly, you may find
that radio advertising does not generate strong results.
IV. Television: Television has an extensive reach and advertising this way is ideal if you
cater to a large market in a large area. Television advertisements have the advantage
of sight, sound, movement and colour to persuade a customer to buy from you. They
are particularly useful if you need to demonstrate how your product or service works.
Producing a television advertisement and then buying an advertising slot is
generally expensive. Advertising is sold in units (e.g. 20, 30, 60 seconds) and costs
vary according to:
 the time slot
 the television program
 whether it is metro or regional
 if you want to buy spots on multiple networks.

V. Directories: Directories list businesses by name or category (e.g. Yellow Pages

phone directories). Customers who refer to directories have often already made up
their mind to buy - they just need to decide who to buy from.
 The major advantage of online directories over print directories is that if you
change your business name, address or telephone number, you can easily keep it up to
date in the directory. You can also add new services or information about your
business.
If your target market uses print and online directories, it may be useful to advertise
in both, although print directories are being used less.
VI. Outdoor and transit: There are many ways to advertise outside and on-the-go.
Outdoor billboards can be signs by the road or hoardings at sport stadiums. Transit
advertising can be posters on buses, taxis and bicycles. Large billboards can get your
message across with a big impact. If the same customers pass your billboard every
day as they travel to work, you are likely to be the first business they think of when
they want to buy a product.
Even the largest of billboards usually contain a limited amount of information;
otherwise, they can be difficult to read. Including your website address makes it easy
for customers to follow up and find out more about your business. Outdoor
advertising can be very expensive especially for prime locations and supersite
billboards.
VII. Direct mail, catalogues and leaflets: Direct mail means writing to customers
directly. The more precise your mailing list or distribution area, the more of your
target market you will reach. A direct mail approach is more personal, as you can
select your audience and plan the timing to suit your business. A cost effective form
of direct mail is to send your newsletters or flyers electronically to an email
database. Find out more about direct mail.
Catalogues, brochures and leaflets can also be distributed to your target area.
Including a brochure with your direct mail is a great way to give an interested
customer more information about your products and services. Learn more about
leaflet marketing using letterbox drops and handouts.
VIII. Online: Being on the internet can be a cost-effective way to attract new customers.
You can reach a global audience at a low cost. Many customers research businesses
online before deciding whom to buy from.
A well-designed website can entice customers to buy from you. There are a
number of ways you can promote your business online via paid advertising or to
improve your search engine rankings. Learn more about doing business online.
Other ways to advertise your business online include promoting your products or
services on social media sites, blogs and search engines and other websites that your
target audience visits. Find out more about social media.
FIVE M’S OF ADVERTISING:

1) Mission: The mission has two parts: specific sales volume goals for a period of time
and the advertising objective. Advertising objectives are specific communication tasks
to be accomplished with a specific audience in a specific period of time. In other
words, who and how many will believe what when? For a new retail clothing store,
the mission may be to increasing awareness of the store’s existence by people living
in the surrounding area who have household incomes in a certain range. A more
specific statement than this would be even better. If you knew by what percentage
your increase of awareness would be and by when, it would make your
communications more effective. The above statement should also be more descriptive
of the target market. What about your competition? Advertising can attempt to
stimulate primary demand for the product category itself or the specific brand you are
selling. If your ad mentions your brand name, should it also mention the competitor’s
brand name specifically, or should it just reference those “other brands” or should it
not hint at the competition at all? New brands entering a competitive market often
choose to just talk about their own brand and it’s benefits.

30
2) Money: It is difficult to know exactly how much you should spend on advertising.
Any amounts of money spent are written in the accounting books as an expense in the
period that the expenditure was made. Advertising expenses are not capitalized. To
capitalize means to record as an asset and then depreciate that asset over time. Money
spent on advertising builds the intangible asset called brand equity which exists in the
minds of the people in the market. There are five factors to consider when setting the
advertising budget as described by Philip Kotler in his book Marketing Management,
Eleventh Edition, as he references Strategic Advertising Campaigns by Donald E.
Schultz, Dennis Martin and William P. Brown. They are: the stage in the product life
cycle, market share and consumer base, competition and clutter, advertising frequency
and product suitability.

3) Message: The process of developing the advertising message involves message

generation, message evaluation, message selection, message execution. The objective
here is to create an effective message. With the target audience in mind, the message
should be something that they can relate to and believe. For example, some ads show
people solving problems with the product. Some ads simply show people having a
good time using the product. It helps if the message is memorable and unique. The
message should be easily understood and be more than just the facts. In the fashion
industry, many advertisements for high-end designer fashions include social and
status benefits of wearing a particular brand of clothing. A product is portrayed as
being exclusive. For lower-end clothing, an ad might focus on the product’s comfort
while wearing it or it’s low price. How the message is delivered is also important. Ads
are often designed to appeal to the emotions with a positive tone, appealing music,
attractive colours, appealing images, humour or a testimonial. Caution must be
observed that the ad does not cross social or legal norms. The ad should not be
offensive to anyone including ethnic, racial and minority groups. The ad should not be
false or deceptive. If you are advertising a product for a certain price, you must be
willing to sell it for that price. Also, if an item is ticketed at a certain price, you must
be willing to sell it at that price.
4) Media: The method of message delivery is made after you have decided on the
message. Choose media that will reach your target audience. That media must also be
able to reach and create an impact on the consumer. An ad for ladies designer purses
will likely have a greater impact in a fashion magazine than in a home gardening
magazine. Also, to create an impact, the message must be well-designed and it may
have to be repeated several times. It may be in more than one media form. The media
mix is the use of two or more different media forms in one advertising plan that are
usually scheduled either simultaneously or close to each other. It must also be within
your budget. One of the other decisions you have to make is who will actually do the
work. For example, if you are confident with your computer and design skills, you
can create your own ad on a computer and send it to the print media company for
publishing. To “farm out” is to give work out to people other than yourself or your
own employees. This is also called outsourcing.

5) Measurement: To better plan for future advertisements, many companies have set up
formal measurement systems that attempt to evaluate an ads effectiveness. Larger
companies will develop an ad campaign and test it in a certain geographic region
before launching it nationally. To do this research, marketers ask two different
questions. First, they ask if the message was effectively communicated to the target
audience. Secondly, they ask if the ad generated additional sales volumes. Effective
communication could be measured by conducting primary market research to ask if
the audience remembers, understands and believes the advertising message. They
could also be asked how they feel about the ad and if it might influence their
purchasing decisions in the future. Measuring changes in sales volumes can be more
difficult because there are many factors that influence a person’s decision to buy a
product. A competitor may have also just launched an aggressive ad campaign.
Simply looking at your sales figures for the period of time in question does not tell the
whole story.

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THEORIES OF ADVERTISING:

A. AIDA: AIDA is an acronym that stands for Attention or Awareness, Interest, Desire
and Action. The AIDA model is widely used in marketing and advertising to describe
the steps or stages that occur from the time when a consumer first becomes aware of a
product or brand through to when the consumer trials a product or makes a purchase
decision. Given that many consumers become aware of brands via advertising or
marketing communications, the AIDA model helps to explain how an advertisement
or marketing communications message engages and involves consumers in brand
choice. In essence, the AIDA model proposes that advertising messages need to
accomplish a number of tasks in order to move the consumer through a series of
sequential steps from brand awareness through to action (purchase and consumption).
The AIDA model is one of the longest serving models used in advertising, having
been developed in the late nineteenth century. Since its first appearance in the
marketing and advertising literature, the model has been modified and expanded to
account for the advent of new advertising media and communications platforms. A
number of modified alternative models are in current use. During the past 100 years,
the model has undergone many refinements and extensions, such that today there are
many variants in circulation. Thus, the simple AIDA model is now one of a class of
models, collectively known as hierarchical models or hierarchy of effects models.
 B. STIMULUS THEORY: The starting point to understand buyer behaviour is the
stimulus-response model. Marketing and environmental stimuli enter the buyer’s
consciousness. The buyer’s characteristics and decision process lead to certain
purchase decisions. The marketer’s task is to understand what happens in the
buyer’s consciousness between the arrival of outside stimuli and the buyer’s purchase
decision. A consumer’s buying behaviour is influenced by cultural, social, and
personal factors. Cultural factors exert the broadest and deepest influence. Culture is
the fundamental determinant of a person’s wants and behaviours. Each culture
consists of smaller subcultures that provide more specific identification and
socialization for their members. Subcultures include nationality religion, racial
groups, and geographic
region.
Multicultural marketing grew out of careful marketing research revealing how
different ethnic and demographic niches did not always respond favourably to mass-
market advertising. Virtually all human societies exhibit social stratification. This
stratification sometimes takes the form of caste system where members of different
castes are reared for specific roles and they cannot change their caste membership.

C. HIERACHY EFFECT MODEL: mong advertising theories, the hierarchy-of-effects

model is predominant. It shows clear steps of how advertising works. Hierarchy of
effects Model can be explained with the help of a pyramid. First the lower level
objectives such as awareness, knowledge or comprehension are accomplished.
Subsequent objectives may focus on moving prospects to higher levels in the
pyramid to elicit desired behavioural responses such as associating feelings with the
brand, trial, or regular use etc. it is easier to accomplish ad objectives located at the
base of the pyramid than the ones towards the top. The percentage of prospective
customers will decline as they move up the pyramid towards more action oriented
objectives, such as regular brand use.

D. MEANS-END THEORY: Motivation Research is grounded in the means-end theory

of decision-making, used by some of the best marketers and communicators in the
world for more than 50 years to build powerful and persuasive campaigns. Means-end
theory embodies the two key dimensions of persuasion: understanding the target
audience’s personal values and understanding the emotional links that tie those values
to a specific decision.
Well ground in academic research and marketing literature, the means-end theory
asserts that people make choices about a product, service or issue in a manner that
taps into four dimensions: attributes, benefits, emotions and personal values.
E. COGNITIVE DOSSONANCE THEORY: Advertisers try to paint a picture that
your life isn’t complete without their product or their service. Many use cognitive
dissonance to point out the inconsistencies between the idealized version of you and
the real-life you. You experience dissonance because you want to see yourself in that
idealized way, but you don’t necessarily use that product or service.
“It’s a tool that marketers and advertisers use all the time,” says Matt Johnson,
PhD, professor and associate dean at Halt International Business School in San
Francisco. “A lot of advertisements are set up where they’ll make this explicit claim
that you’re only cool or beautiful or worthy (or some other positive attribute) if you
own this product or service.”
Think about a shampoo commercial. A beautiful woman’s hair blows in the wind.
She looks happy, healthy, and gorgeous. The underlying message is that you too could
look happy, healthy, and gorgeous if you use the same shampoo she uses. You
experience dissonance because you want to look and feel happy, healthy, and
gorgeous, but you don’t necessarily use that shampoo.
You, the consumer, are left with a few options, Johnson explains. You can reject
the claim completely (which is what very strong-minded people do, Johnson says). Or
you can resolve the dissonance by accepting the message and changing your
behaviour, meaning you buy the shampoo. Or you can resolve the dissonance by
accepting the message and changing your belief. You may start to see yourself as less
beautiful and healthy because you don’t use that product, Johnson says.
“You can modify your original belief system or you can resolve the cognitive
dissonance by actually buying what they’re selling,” Johnson says. The advertiser, of
course, wants you to do the latter. And if you choose the former, your self-esteem will
likely take a hit since you must acknowledge you don’t possess these positive
qualities.

35
ADVERTISING AGENCIES IN INDIA

1. DDB Mudra Communications:

Introduction: It is known as India’s no. one and largest marketing communications services
enterprise. It has expatriation under four disciplines (Media, Outdoor Advertising, Retail, and
Experiential).

It has bragged most of the awards in national and international film festivals like Cannes,
Spikes Asia, Clio, Daftest, ABBYs, OAA etc. 25 March is still celebrated across all Mudra
offices as Mudra Day. On When comparing the awards, it has won a Silver at the Olive
Crown Awards in the 'Young Green Art Director of the Year' category.

History: It was founded on 25 March 1980 by A. G. Krishnamurthi and its headquarter is

situated in Mumbai. Initially it started with only 15 employees, 500 sq.ft space and Rs 40,000
as startup capital But in 1990, Mudra signed a collaboration agreement with DDB Needham
Worldwide.

In 2011, Mudra group was acquired BY Ominicom Group and named as DDB Mudra
group and was merged with DDB worldwide. Currently It has three agency networks and six
specialist agencies and eleven SBU.

Sonal Dabral is currently the Chairman and Chief Creative Officer of DDB Mudra Group.

Clients: Linen Club, Aditya Birla Group, Bharat Petroleum, Henkel, ACC Limited, Pepsi,
Colgate, USHA, McDonalds, Reebok, Puma, Peter England, among many others.
Iconic Campaign:

Became the largest selling soft drink in 1986.

RASNA ( I LOVE RASNA)

PUMA (FOREVER FASTER)

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2. Grey India

Introduction : Grey India is a part of Grey global group and is among the world’s top
marketing and advertising agencies. They have shown some famous and effective work for
some of the India’s most prestigious clients.

History: It was founded in 1917 by Lawrence Valenstein and has its headquarted in U.S. It
has many subsidary branches named as Grey India, G2, GHG, GCI Group, MediaCom
Worldwide, Alliance, G WHIZ, WING, Grey EMEA, ArcTouch. In India its office is situated
in Mumbai which handle projects in retailing, visualdesign and fixture design.

Clients: Sensodyne, BNatural, Gillette, Dell, Crocin, Indian Air Force, Tic-Tac, Ferrero,
Fortis Healthcare, Pantene, Cadbury Silk, Kinder Joy and many moreIconic Work: Kinder Joy
andBNatural

37
Iconic Work: Kinder Joy and BNatural

KINDER JOY

BNATURAL

38
3.Rediffusion(Y&R)

Rediffusion is a part of WPP group which is among the top leading advertising agencies in
India. The company offers various services which includes advertisement, consultancy, web
design, social media, promotion and program setups.

History: Rediffusion was started with a collaborative efforts of The three people, Diwan
Arun Nanda, Ajit Balakrishnan, and Mohammed Khan in 1973. It was created for creating
fearless, bold and passionate work. Rediffusion-Y&R is part of the Young & Rubicam
network having 187 offices and 6,500 employees with offices in Mumbai, Delhi, Kolkata,
Bangalore, Chennai, and in Sri Lanka, providing strategic and creative solutions to its clients.

Clients: Tata Motors, ITC Stationery, Eveready, Handard, Ambuja, Emani and many more.

39
Iconic work: TATA Motors T1 Prima truck

TATA MOTORS PRIMA

40
4. McCann-Erickson India Ltd

Introduction: It is one of the highest ranked company of the advertising agencies in India .
McCann has been awarded the Global Agency of the Year by Adweek thrice. It was also
named as "Global Agency of the Year".

History: It was founded in the year 1902 and 1912 McCann registered the world’s first
advertising trademark ‘Truth Well Told’. McCann has offices in 120 countries spreading a
global network in different parts of the country.They work through creative ideas born at the
intersection of technology solutions, measurable performance and their unique understanding
of people .

Clients: Maybelline, Loris,Spirite, Master card, Cococola, Microsoft and etc

41
Iconic ads: Coca Cola and Nescafé.

COCA COLA
5.Ogilvy & Mather

Introduction: Ogilvy & Mather is a well known and among the top Advertising companies
in India who works on the principle of 360 degree branding on both local and global scale
and has created a digital dominance for them. This agency works on "We sell or else." These
words sound simple, but are very meaninful to a ad agency. It is the only firm that grabbed
network of the year at cannes for 3 consecutives year.

History: It was founded in the year 1948 by David Oligavy and has its offices in more than
150 countries worldwide. It operates in 6 cities throughout India and has become one of the
leading advertising agencies in India.

Clients: American Express, IBM, Dove, NASCAR, Philips, Coke Zero, IKEA, UPS,
Nationwide and Tiffany & Co.
Iconic Campaign: Cadbury Dairy Milk, Vodafone, Incredible India, Coco Cola.
 6. JWT-India

Introduction: One of the oldest advertisement company and most admired company in India.
It has a widespread integrated network spread in New Delhi, Mumbai, Kolkata, Chennai,
Hyderabad, and Bangalore.

History: It is a leading advertisement company in India which was founded in the year 1896
and has its corporate office in New York. The company has been operating in more than 90
countries worldwide and taken over Hindustan Thompson in the year 2002.

Notable Clients: Nestle, Unilever, DTC etc.

45
Iconic Campaign: Kitkat (Kit into space Campaign), Burger King etc.

Kit-Kat

Burger King

46
8. FCB-Ulka Advertising Ltd

Introduction: FCB-Ulka is consistently maintaining its position in the top 10 Advertising

agencies in India since its inception and is responsible for breaking the sterostype of the ad
agency.

History: Bal Mundkur was founded in 1961 and has its corporate office in Mumbai. FCB-
Ulka has its presence in 92 countries having 150 offices across the world. Last year the
agency celebrated its 50th year of Building Brand Wealth. Presently, FCB Ulka is among the
top three agency groups in India with 53 of its brands as category leaders. Brands that have
been built from scratch and were virtually non-existant when the agency was assigned their
business.

Notable clients: Levi’s, Abbot, Amul, HP, Candy Man, Hero, Indian Oil, ITC, Nerolac,
Sunfeast, Tata, Whirlpool, Wipro, Zee etc.

47
Iconic Campaigns: Pediasure, Amul Women Power, Hero Pleasure & Maestro Edge

Pediasure

Amul Women Power

9. Dentsu Aegis

Introduction: As the name suggests it is a Japanese PR and advertising agency. The

headquarter of company is located in Tokyo. It was founded as Telegraphic service co Japan
Advertising Ltd by Hoshiro Mitsunaga.

History: It was founded in the year 2003 and its operating offices are based in Bengaluru,
with additional offices in Mumbai, Delhi, Ahmedabad, and Chennai, India. Dentsu
Communications Pvt. Ltd. operates as a subsidiary of Dentsu. It works on the principle of
combining creativity with technology in the campaigns.

Clients: Nissan, TVS, Toyota, Microsoft, MasterCard, Reebok etc.

50
Iconic Campaigns: Panasonic, Burger King

“Big” Burger King

Panasonic ( Life is Electric)

ETHICAL ISSUES IN INDIA:
Advertisement acts as a communicating bridge between producer and consumer. With
industrialization and expansion of market access, importance of advertising is steadily on the
increase in modern society. Advertising, uses media as its vehicle, is a pervasive, powerful
force shaping attitudes and behaviour in today's world. At times it goes beyond the traditional
role of ‘fair and truthful’ information and portraits obscene, undesirable and unethical

scenes giving a detrimental result especially on the young population of the society. The
various types of unethical advertisements like advertisements with obscenity and sexual
overtone, endorsed by children, surrogate advertising, subliminal advertisements, false and
misleading advertisements etc. The ethical aspect of Indian advertisement is extremely
important for restoration of our Indian culture, norms, ethics and heritage.

The Upshot: But the outcome of such developments is that a number of ethical issues have
arisen. While the globe is indeed becoming a smaller place, marketers have to bear in mind
national, local and cultural sensitivities. Very often, in the hope of tapping a larger consumer
base, marketers jump headlong in new markets without keeping in mind ethnic and social
issues typical to certain areas.

In India, for example, a large multinational corporation ran an ad campaign that depicted a
young woman who because of her dark facial complexion was unable to find jobs. But as the
ad showed, as soon as the woman started using the facial whiteness cream manufactured by
the corporation, she got the job of her choice. Needless to say, there was a big backlash against
it and the ad campaign had to be scrapped. On an ethical standpoint, marketers have to
exercise restraint in exploiting such social paradigms to their commercial advantage.

Surrogate Advertisements in India alcohol and cigarette advertisements were banned outright
some years back. However, alcohol and cigarette companies alike are using the avenue of
surrogate advertisements to press forward their case. Inserting subliminal messages in an
advertisement is an inherently misleading action. It is an attempt to manipulate a person's
thinking without the

person realizing that any such manipulation is occurring. The west has had its fair share of
subliminal advertisements related hullabaloos primarily because the advertisement, marketing
and regulating media themselves have been quite active in raising such issues. False and
Misleading Advertisements Then there is the issue of false and downright disingenuous
advertisements. While in itself

51
this is an important ethical issue, an extension of this is the question of credibility. Nowadays,
newspaper columns are rife with advertisements which blatantly compare features of brands
with those of their competitors. Citing the opinion of 'experts', these advertisements claim
their brands to be quantitatively and qualitatively better than those of their rivals. In India a
leading car manufacturer had to recall its ad campaign when it incorrectly stated that one of
its car models was superior to that of its competitor's.

Advertising is a highly visible business activity and any lapse in ethical standards can often
be risky for the company. Some of the common examples of ethical issues in advertising are
given below:

 Vulgarity / sexually suggestive used to gain consumers’ attention

 Misleading information and deception
 Puffery
 Stereotypes
 Racial issues
 Controversial products(e.g. alcohol, gambling, tobacco etc)
 Deceptive advertising
 Sexually suggestive ads
 Targeting kids
 Use of women
 Materialism
 Stereotyping
 Targeting youth
 Use of controversial product

52
IMPACT OF ADVERTISING ON SOCIETY:

Advertising carries several responsibilities. Advertising informs the public so that they can be
Aware of products and make informed choices among different products or brands.
Advertising also benefits businesses in assisting them to sell their products.

But while dispensing its role as a dream merchant, advertising has also been in the vortex of
controversy of the many ills that it brings to society. It is accused of encouraging materialism
and consumption, of stereotyping, of causing us to purchase items for which we have no
need, of taking advantage of children, of manipulating our behaviour, using sex to sell, and
generally contributing to the downfall of our social system.

Advertising does not function in a vacuum but in a market environment where several forces
like consumer needs, business interests and government regulations are at work. It is a
powerful force in terms of its persuasiveness and functions a critical social role. Moreover the
high visibility and pervasiveness, it generates criticism and controversy. Much of this
controversy springs from the fact that advertising is used more as a persuasive
communication tool thereby creating serious impact on the tastes, values and lifestyles of
society. As consumers, when we buy a product or service, it is likely a decision we take based
on our needs and wants. However, today the trend has changed; our purchases depend heavily
on the intensive advertising octopus that has gripped consumer buying behaviour in its
tentacles. The influence advertising has on the youth is enormous, it has taken away their will
and ability to make decisions, has influenced the dress code and the food When considering
the fact that advertising has influenced decision making, it is portrayed when the youth are
highly adamant to own the latest gimmicks circulating in the markets they eat. Another effect
of advertising is portrayed on the youth’s attire. A few ads on the

mass media totally change the dress code of our youth even if it means stepping out of
traditions and culture as long as it makes them look cool and stylish In light of the above,
advertisements as I see should be there to create awareness but should reduce its grip on
consumers. It is becoming quite an unethical practice of advertisers to increase their intensity
of exploiting consumers just to increase sales and profits.
LAWS TO REGULATED INDIAN ADVERTISING:

1. Indian penal Code 1860 - As per the provisions of Indian Penal Code, 1860 certain
advertisements are considered as criminal offences. Sec. 292(2) (d) of Indian Penal
Code, 1860, makes it a punishable offence to publish, distribute, sell, hire or circulate
any obscene advertisement. Sec. 294-A of Indian Penal Code, 1860 says publication
of any advertisement related to any lottery other than a state lottery is a punishable
offence.

2. The Young Persons (Harmful Publications) Act 1956 makes it a punishable

offence to advertise a harmful publication. To be more précised harmful publication
indicates such publications which would tend to corrupt a young person whether by
inciting or encouraging him to commit offences. The Act also proclaims that whoever
advertises or makes known by any means that any harmful publication can be
procured from or through any person, and then he shall be punished with
imprisonment or with fine, or with both.
3. The Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954
prohibits advertisements of drugs for certain purposes and of treatment of certain
diseases. The Act also prohibits misleading advertisements related to drugs and of
magical remedies for treatment of certain diseases.

4. The Indecent Representation of Women (Prohibition) Act 1986 prohibits the

publication of advertisements containing an indecent representation of women or in
publications, writings, paintings, figures or in any other manner and for matters
connected therewith or incidental thereto.

5. The Prenatal Diagnostic Techniques (Regulation and Prevention of Misuse) Act

1994 prohibits advertisements related to prenatal determination of sex. The Act
provides for the prohibition of advertisements of any kind for anybody or person
pertaining to facilities for pre-natal diagnosis of sex available at any centre or place.

6. The Transplantation of Human Organ Act 1994 makes it a punishable offence to

issue advertisements inviting persons to supply human organs for payment.
 CHAPTER-2

RESEARCH METHODOLOHY
OBJECTIVE OF THE STUDY
 To study the growth of advertisement in India.

 To study the evolution of advertisement.

 To explore the advertisement segment .

 To analyse the customer capacity and involvement in the advertisement .

 To find out what the advertising department are doing increase their market share and
also attract new customers.

 To reveal the satisfaction level of customers by taking the services of advertising

department.

 To analyse the customer feedback over advertisement.

57
SCOPE OF THE STUDY:
 Finding out the strength of the advertising.

 Finding out the growth of advertising in the future.

 Finding out about the evolution of the marketing of the advertising.

 Finding out the perspective behind the strategies of the product and advertising
department.

 Finding out the perspective of the customer of the advertising why the watch the
advertising of particular product.

 Finding the weakness of advertising department.

 Finding the perception among the competitors.

 Finding the purchase of product in future through advertising.

 Finding the demand of advertising in future.

NEED FOR THE PROJECT:

 As we all know that the millennials are obsessed with the advertising and also the
fact that they have a really huge number of customers watch advertising in
television, social media, newspaper and so overpriced and that they industry of
advertisement and marketing is constantly growing and is also projected to grow
by 30% in the net 5 years.

 It was really know about perspective of the companies who are selling the product
and giving to the advertising of that product it is important to both of them.

 It was also important for us to understand about the features, objectives, and the
evolution of the advertising and what are the doing to keep the market alive and
also to attract more and more customers towards the products.
DATA COLLECTION METHOD:

 Primary data:
Primary data was collected through the survey method from the respondents
and customers. Observation regarding the rise of advertisement. Some questions
was conducted from some of the customers and respondent to find out the
drawbacks of advertisement.

 Secondary data:
Secondary data was collected through various websites and books available on
the internet as well as market.
TECHNIQUES OF ANALYSIS:
 The data collected from customers transcript to the worksheet in the form of pie
chart, and analysed by statistical tools by drawing tables and graphs best on the
marketing concept findings of the research where driven and recommendation are
made.

62
LIMITATIONS OF THE STUDY:
 It is not possible for any market to make it accurate due to many hurdles in the
collection and computations of the data. Some limitations of the study are listed
below:

1. The sampling frame to conduct the study has been restricted to the nearby
area.
2. Respondents show reluctance towards giving correct information.
3. Findings of the study are based on the assumption the respondents and
customers have disclosed.
4. Time was major constraints.
TOOLS:
 The tools are used for analysing data are rating method: Graphs, Pie charts etc.

Questionnaire is distributed to the individual respondents and special care has been taken to
make him/her feel comfortable so that, he/she could answer all the question. This methods is
followed to get unbiased answer.

64
 CHAPTER-3

LITREATURE REVIEW
Longman (2000) says “advertising is an act of telling people publicly about a product or
service in order to persuade them to buy it. Along (2001) feels that advertising can be defined
as any paid form of non- personal communication which is directed to the consumers or
target audiences through various media in order to prevent and promote product, services and
idea

Gillian (1982) views it as “means of drawing someone’s attention to something or

notifying or informing somebody of something”. Tuflinger (1996) says “advertising is the
non
-personal communication of information usually paid for and usually persuasive in nature,
about product, services or ideas by an identified sponsor through the various media. So much
for academic double talk. Let’s take this statement apart and see what it means.

Young (2005) stated that in an effort to improve managing and gain audience attention,
advertisers create branding moment that will resonate with target markets, and motivate
audiences to purchase the advertised product or service, advertisers copy test their
advertisement before releasing them to the public Newhagen and Rafeli (1996) define
interactivity as “a communication that reflects back on itself, feeds on, and responds to the
past”. Therefore, in the authors‟ research, interactivity is defined as the communication
between consumers and advertisers, for example, advertiser affect consumer’s habit and
behaviours, while consumer also affect adverti Advertising is a form of marketing
communication used to promote or sell something, usually a business’s product or service.

Advertising by a government in a favor of its own policies is often called propaganda.

Advertising happens in many different ways. Many products re advertised on television,
although not all channels permit advertising.

The document also includes. How do adverts get made and the creative process of the making
of the advertisement. It also includes a basic approach and the relationship between
Consumer Behavior and advertising. There is also a Role of Advertising in the present
business world which factors the advertising which also carries several responsibilities.

It consists the techniques for analyzing the survey as well as the market regulations are really
important advertising is often strictly regulated, for instance the United Kingdom it is illegal
to advertise tobacco, except in the shop where it is sold and this also restricted user’s
management.

66
 CHAPTER-4

DATA ANALYSIS
Graph shows respondents were asked to rank (up to 3) about web portals, ecommerce sites and
company websites in response to their online shopping. It was not mandatory to rank 1, 2 and 3 but
they were allowed to rank only 1, 1& 2 or up to 3, so that data gathered is shown on the above Graph

67
Graph shows that 64% of respondents like movable ads i.e. those ads that are visually
appealing and contains animations and graphics whereas nearly 36% of the netizens also like
immovable ads on the website homepage.
Graph can be seen from the above graph that 159 respondents preferred rectangle banner
advertisements as rank 1, followed by Skyscraper (vertical ads) liked by 140 respondents and
120 people gave rank 3 to sponsored ads.
WHAT IS THE MOST EFFECTIVE ADVERTISING?

Graph can be seen from the above graph that 72.4% respondent preferred Social Media
advertising as rank 1, followed by Trade print liked by 65.5% respondent and 48.3% people
give rank 3 to Event marketing.
HOW MUCH TIME PEOPLE SPEND TO WATCH ADS?
YEAR GROWTH OF DIGITAL ADVERTISING IN INDIA:

Graph can be seen from the above graph that in 2007 54% of growth in digital advertising and
2006 91 % of growth in digital a

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YEAR GROWTH OF NEWS PAPER ADVERTISING IN INDIA:

In 2016 18.259% of growth in Newspaper Advertising in India and 2010 21.09% growth in india.
 SUGGESTIONS

 Advertisement should not be too expensive, because the advertisement leads

and increase the prize of the product.

 Media should be selected according to the choice of customers.

 In rural areas media should be according to the choice of the people.

 To give more attention in making the advertisement to make it effective for

the sale of cold drink

 Price should be decrease so as to attract the consumers to use product more.

 To give attention on the weak media of advertisement so that the consumers

come to know about the product.

 It should be attractive one so that people that attracted toward the advertisement.
 Conclusion

 Advertising is essentially a part of the service industry that involves

communication of information and ideas to and on behalf of others by using
various mediums like newspapers, magazines, posters, website and commercials
on TVs.
 The advertising industry plays an important economic part in the overall
development of the economy.
 The function of the economic system is to supply products and services for the use
and enjoyment of the consumer.
 A substantial portion of our economic system is devoted to the fulfilment of wants
and desires, which go well beyond the basic necessities of life.
 Advertising is an integral part of this activity and one of the most visible elements
of the mass distribution system.
 According to the New Encyclopaedia Britannica advertising is designed to inform,
influence, or persuade people.
 To be effective, an advertisement must first attract attention and gain a person’s
interest. It must then provide reasons for buying a product and for believing the
advertiser’s claims.
 This is also seen from the definition of advertising mentioned earlier:
 "Advertising is mass communication an advertiser pays for in order to convince a
certain segment of the public to adopt ideas or take actions of benefit to the
advertiser."
 Advertisers use a variety of methods to create effective advertisements. They start
with a basic appeal, which is the main selling point, or theme, of an
advertisement.
 FINDINGS

1. Television and newspaper are main media through which customers come across
advertisements.
2. Televisions, newspapers, magazines and journals are top rankers in media
viewed/read by customers.
3. Medium of advertising are liked by the customers due to high quality of audio-video,
clarity of message and cost involved.
4. Advertising companies focus mainly on price, benefits and compression of products
in advertising messages.
5. Messages are conveyed to customers mainly regarding attributes, uses, occasions and
methods of use of the products.
6. Main objective of advertising are to create awareness, remind persuade, retain
customers and neutralize competition effect.
7. Most of the time favorable or one sided message are conveyed through advertising.
8. In print media attention is paid on shape and size, body and headlines, colour
composition and illustration.
9. Newspaper and magazines are read more in morning and evening by customers.
10. Televisions and radio are watched listen in evening and night mainly by customers.

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QUESTIONNAIRE BAESD ON ADVERTISING:

1. WHAT IS YOUR GENDER?

o MALE
o FEMALE
o TRANSGENDER

2. WHICH CATEGORY BEST DESCRIBE YOUR AGE?

o <=20
o 21-25
o 25-33
o 34-41
o 42>=

3. WHICH AREA YOU BELONG TO?

o URBAN
o RURAL

4. WHAT IS EMPLOYEMENT STATUS?

o STUDENT
o PROFESSIONAL
o GOVERNMENT EMPLOYEE
o SELF EMPLOYRD
o OTHERS

5. DO YOU HAVE YOUR INTERNET CONNECTION?

o YES
o NO

6. DO YOU THINK ADVERTISEMENT IS IMPORTANT?

o YES
o NO

7. WHICH MEDIA GETS YOUR INTENTION

o PRINT
o RADIO
o TELEVISION
8. WHAT IS THE FUNCTION OF ADVERTISEMENT?

o PROFFER NEWS
o ENTERTAINMENT FORM
o TRANSFER AND VALUE TO SOCIETY

9. HOW OFTEN DO YOU GO SHOPPING?

o TWICE A WEEK
o ONCE A WEEK
o ONCE A MONTH

10. DO YOU GO FOR BRANDED THINGS WHEN SHOPPING?

o YES
o NO

11. HOW MUCH TIME DO YOU SPENT?

o THIRTY MINUTES
o ONE HOUR
o TWO HOUR
o MORE THAN TWO HOUR

12. DO YOU READ NEWSPAPER/ MAGAZINES?

o YES
o NO

13. DO WATCH/ READ ADVERTISEMENT?

o YES
o NO

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BIBLIOGRAPHY

 HTTPS://WWW.FEEDOUGH.COM

 HTTPS://FREECOMNOTES.BLOGSPOT.COM

 WWW.GOOGLE.COM

 BOOKS