A

THESIS ON
THE IMPACT OF ADVERTISEMENT of consumer goods
on CUSTOMER S BRAND PREFERENCE
THESIS SUBMITTED TO
MAGNUS SCHOOL OF BUSINESS IN THE PARTIAL
FULFILMENT OF REQUIREMENTS FOR THE AWARD OF
THE DEGREE
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY
Neha Upadhyay
UNDER THE GUIDANCE OF
1
Bidisha Bhattacharya
ABSTRACT
Advertising is a form of communication used to help sell products and
services. Typically it communicates a message including the name of the
product or service and how that product or service could potentially benefit
the consumer. However, Advertising does typically attempt to persuade
potential customers to purchase or to consume more of a particular brand
of product or service. Modern advertising developed with the rise of mass
production in the late 19th and early 2th centuries. The crescendo of
celebrities endorsing brands has been steadily increasing over the past 2
years or so. Mar!eters overtly ac!nowledge the power of celebrity in
influencing buyer"s purchase decision. They have firm believe that
li!eability or a favorable attitude towards a brand is created by the use of a
celebrity. The crore of rupees spent per year on celebrity endorsement
contracts show that celebrities li!e Amitabh #achchan, $haru!h !han and
$achin Tendul!ar play an important role for the advertising industry. %t is an
established fact that celebrity endorsement can bestow uni&ue features or
special attributes upon a product that it may have lac!ed otherwise.
My thesis deals with the impact advertisement creates on a customer's
preference of a brand. %n other words, how does an ad in a
television,radio,newspaper ,hoardings and banners lure a customer to go
and purchase the product. (oes he purchase because of the benefits or
2
because he li!ed the advertisement which has created a positive impact on
him.
%)T*+(,-T%+)
Advertising is the means of informing as well as influencing the general
public to buy products or services through visual or oral messages. A
product or service is advertised to create awareness in the minds of
potential buyers. $ome of the commonly used media for advertising are
T..., radio, websites, newspapers, maga/ines, bill0boards, hoardings etc.
As a result of economic liberali/ation and the changing social trends
advertising industry has shown rapid growth in the last decade.
Advertising is one of the aspects of mass communication. Advertising is
actually brand0building through effective communication and is essentially
a service industry. %t helps to forms the basis of mar!eting. Advertising
plays a significant role in today"s highly competitive world. A career in
advertisement is &uite glamorous and at the same time challenging with
more and more agencies opening up every day. 1hether its brands,
companies, personalities or even voluntary or religious organi/ations, all of
them use some form of advertising in order to be able to communicate with
the target audience. The salary structure in advertising is &uite high and if
you have the !nac! for it one can reach the top. %t is an ideal profession for
a creative individual who can handle wor!0pressure. Today, new areas are
emerging within advertising li!e event management, image management,
internet mar!eting etc. 2vent management wherein events are mar!eted,
3
%mage management wherein a a particular profile of an individual or an
organi/ation is pro3ected. %nternet mar!eting has also brought about a lot of
changes in advertising as %nternet means that one is catering to a select
group of audience rather than a mass audience .Today "-elebrity
2ndorsement" has attracted immense debate on whether it really
contributes to the brand building process or whether it is 3ust another la/y
tool to ma!e the brand more visible in the minds of the consumers.
Although it has been observed that the presence of a well0!nown
personality helps in solving the problem of over0communication that is
becoming more prominent these days, there are few undesirable impacts
of this practice on the brand. The issue of matching the values of the
celebrity with the brand values is also very important, i.e. getting the right
celebrity to endorse the right brand. -onsumers perceive the brand as
having superior &uality because it has been endorsed by a credible source.
This ma!es endorsement as one of the indictors of &uality for any brand.
-orporate credibility along with endorser credibility plays a significant role
in the attitude of the consumer towards the brand and the advertisement
respectively. +n the other hand, the over popularity of the celebrity
sometimes overshadows the brand.
4
+#42-T%.2$5
16 A study on the impact of electronic media on brand preference.
26 A study on the impact of print media on brand preference.
76 A study on the impact of other media on brand preference.
*2$2A*-H M2TH+(+8+9: A)( *2$2A*-H (2$%9)5
;rimary data5
0Through &uestionnaire.
$econdary data5
0 Through internet
$ample ;rocedure 5 *andom sampling
*esearch design5 the primary data and secondary data will be studied and
analy/ed appropriately and interpreted to e<tract certain facts. 1henever
necessary statistical tools and financial tools li!e tabulation, graphs etc will
be used to present the findings effectively
$-+;2 += TH2 $T,(:
5
This pro3ect helps in pro3ecting the impact of advertisement on
customer's brand preference. %t also shows how celebrity endorsement
impact customers.
8%M%TAT%+)$
1. An in depth study might not be done because of time constraints.
2. The study will be conducted in #angalore city only.
LITERATURE REVIEW
Advertising, sales promotion and public relations are mass0communication
tools available to mar!eters. As its name suggests, mass communication
uses the same message for everyone in an audience. The mass
communication tools trade off the advantage of personal selling, the
opportunity to tailor a message to each prospect, for the advantage of
reaching many people at a lower cost per person >2t/el et al., 199?6.
Today, definitions of advertising abound. 1e might define it as
communication process, a mar!eting process, an economic and social
process, a public relations process or information and persuasion process
>Arens, 199@6.
(unn et al. >19?A6 viewed advertising from its functional perspectives,
hence they define it as a paid, non0personal communication through
various media by business firms, non0profit organi/ation, and individuals
who are in some way identified in the advertising message and who hope
to inform or persuade members of a particular audience. Morden >19916 is
of the opinion that advertising is used to establish a basic awareness of
the product or service in the mind of the potential customer and to build up
!nowledge about it. Botler >19AA6 sees advertising as one of the four ma3or
6
tools companies use to direct persuasive communications to target buyers
and public noting that Cit consists of non0personal forms of communication
conducted through paid media under clear sponsorshipD. According to him,
the purpose of advertising is to enhance potential buyers' responses to the
organi/ation and its offering, emphasi/ing that Cit see!s to do this providing
information, by channeling desire, and by supplying reasons for preferring
a particular organi/ation's offer.
1hile writing on advertising nature and scope, 2t/el et al. >199?6 succinctly
capture all advertising as having four features5
>i6 A verbal and or visual message
>ii6 A sponsor who is identified
>iii6 (elivery through one or more media
>iv6 ;ayment by the sponsor to the media carrying the message.
$ummari/ing the above, they conclude that Cadvertising then consist of all
the activities involved in presenting to an audience a nonpersonal,
sponsor0identified, paid0for message about a product or organi/ationD.
Those views of 2t/el et al. >199?6 coincide with the simple but all0
embracing definitions of (avies >199A6 and Arens >199@6. =or instance,
while
(avies states that Cadvertising is any paid form of non0personal media
presentation promoting ideasEconcepts, good s or services by an identified
sponsor. Arens e<pressing almost the same view describes advertising as
Cthe personal communication of information usually paid for and usually
persuasive in nature about products >goods and services6 or ideas by
identified sponsors through various mediaD.
=rom the foregoing, it could be concluded that the purpose of advertising is
to cerate awareness of the advertised product and provide information that
7
will assist the consumer to ma!e purchase decision, the relevance of
advertising as a promotional strategy, therefore, depends on its ability to
influence consumer not only to purchase but to continue to repurchase and
eventually develop0brand loyalty. -onse&uently, many organi/ations
e<pend a huge amount of money on advertising and brand management.
A brand is a name given by a manufacturer to one >or a number6 of its
products or services.
#rands are used to differentiate products from their competitors. They
facilitate recognition and where customers have built up favorable attitude
towards the product, may speed the individual buyers through the
purchase decision process.
%ndividual purchasers will filter out unfavourable or un0!nown brands and
the continued purchase of the branded product will reinforce the brandloyal
behaviour. 1ithout brands, consumer couldn't tell one product from
another and advertising then would be nearly impossible
8
TABLE OF CONTENTS
CHAPTERS PARTICULARS PAGE NO
1 ABSTRACT
2 INTRODUCTION
3 OBJECTIVE
4 RESEARCH METHODOLOGY
5 SCOPE OF STUDY
6 LIMITATIONS
7 LITERATURE REVIEW
8 ADVERTISING
1
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ADVERTISING OBJECTIVES
15
1! ADVERTISING PLANNING FRAMEWOR"
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17
11 ADVERTISING INDUSTRY
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12 MEDIA BRIEF
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23
13 BRAND
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2
14 BRAND PREFERENCE
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15 INFLUENCE OF ADVERTISING ON CUSTOMER#S
BRAND PREFERENCE
52
16 ADVERTISING RESEARCH
$% IMPORTANCE OF ADVERTISING RESEARCH
$$% MEDIA RESEARCH
56
17 IMPACT OF COLOUR ON CUSTOMER#S BRAND
PREFERENCE
61
18 IMPACT OF PAC"AGING
$% FORMS OF PAC"AGING
$$% SIGNIFICANCE OF A TRADE MAR"
63
18 ANALYTICAL INTERPRETATION
$% TABLES
$$% CHARTS
1
FINDINGS
2!
SUGGESTIONS
21
CONCLUSIONS
22
APPENDI&
REFERENCES
11
Advertising is a non0personal
form of promotion that is delivered through selected media outlets that,
under most circumstances, re&uire the mar!eter to pay for message
placement. Advertising has long been viewed as a method of mass
promotion in that a single message can reach a large number of people.
#ut, this mass promotion approach presents problems since many
e<posed to an advertising message may not be within the mar!eter's
target mar!et, and thus, may be an inefficient use of promotional
12
funds. However, this is changing as new advertising technologies and the
emergence of new media outlets offer more options for targeted
advertising. Advertising also has a history of being considered a one0way
form of mar!eting communication where the message receiver
>i.e., target mar!et6 is not in position to immediately respond to the
message >e.g., see! more information6. This too is changing. =or e<ample,
in the ne<t few years technologies will be readily available to enable a
television viewer to clic! a button to re&uest more details on a
product seen on their favorite T. program. %n fact, it is e<pected that over
the ne<t 102 years advertising will move away from a one0way
communication model and become one that is highly interactive.
Another characteristic that may change as advertising evolves is the view
that advertising does not stimulate immediate demand for the product
advertised. That is, customers cannot &uic!ly purchase a product they see
advertised. #ut as more media outlets allow customers to interact
with the messages being delivered the ability of advertising to &uic!ly
stimulate demand will improve.

13
%)=+*M ;2*$,A(2 *2M%)(
Advertising is only one element of the promotion mi<, but it often
considered prominent in the overall mar!eting mi< design. %ts high visibility
and pervasiveness made it as an important social and encomia topic in
%ndian society. ;romotion may be defined as Cthe co0ordination of all seller
initiated efforts to set up channels of information and persuasion to
facilitate the scale of a good or service.D ;romotion is most often intended
to be a supporting component in a mar!eting mi<. ;romotion decision must
be integrated and co0ordinate with the rest of the mar!eting mi<,
particularly productEbrand decisions, so that it may effectively support an
entire mar!eting mi< strategy. The promotion mi< consists of four basic
elements. They are50
Advertising
;ersonal $elling
$ales ;romotion, and
;ublicity
Advertising is the dissemination of information by non0personal
means through paid media where the source is the sponsoring
organi/ation.
;ersonal selling is the dissemination of information by non0
personal methods, li!e face0to0face, contacts between
14
UNAWARE AWARENESS
S
INTENT PURCHASE
audience and employees of the sponsoring organi/ation. The
source of information is the sponsoring organi/ation.
$ales promotion is the dissemination of information through a
wide variety of activities other than personal selling,
advertising and publicity which stimulate consumer purchasing
and dealer effectiveness.
;ublicity is the disseminating of information by personal or
non0personal means and is not directly paid by the
organi/ation and the organi/ation is not the source.
ORIGIN AND DEVELOPMENT OF ADVERTISING
%t has been wrongly assumed that the advertising function is of recent
origin. 2vidences suggest that the *omans practiced advertisingG but the
earliest indication of its use in this country dates bac! to the middle Ages,
when the use of the surname indicated a man's occupation. The ne<t
stage in the evolution of advertising was the use of signs as a visual
e<pression of the tradesman's function and a means of locating the source
of goods. This method is still in common use. The seller in primitive times
relied upon his loud voice to attract attention and inform consumers of the
availability of his services. %f there were many competitors, he relied upon
15
his own personal magnetism to attract attention to his merchandise. +ften
it became necessary for him to resort to persuasion to pinpoint the
advantages of his products. Thus, the seller was doing the
complete promotion 3ob himself. (evelopment of retail stores, made the
traders to be more concerned about attracting business. %nforming
customers of the availability of supplies was highly important. $ome types
of outside promotion were necessary. $igns on stores and in prominent
places around the city and notices in printed matters were sometimes
used. 1hen customers were finally attracted to the store and satisfied with
the service at least once, they were still sub3ected to competitive
influencesG therefore, the merchant's signs and advertisements reminded
customers of the continuing availability of his services. $ometimes traders
would tal! to present and former customers in the streets, or 3oin social
organi/ations in order to have continuing contacts with present and
potential customers.
As the mar!ets grew larger and the number of customers increased, the
importance of attracting them also grew. %ncreasing reliance was placed on
advertising methods of informing about the availability of the products.
These advertising methods were more economical in reaching large
numbers of consumers. 1hile these advertising methods were useful for
informing and reminding, they could not do the whole promotional 3ob.
They were used only to reach each consumer personally. The merchant
still used personal persuasion once the customers were attracted to his
store. The invention of hand press increased the potentialities of
16
advertising. #y $ha!espeare's times, posters had made their appearance,
and assumed the function of fostering demand for e<isting products.
Another important event was the emergence of the pamphlet as an
advertising medium. The early e<amples of these pamphlets disclose their
sponsorship by companies want to generate goodwill for their activities.
The low cost of posters and handbills encouraged a number of publishers
to e<periment with other methods.
DEFINITION OF ADVERTISING
The word advertising originates from a 8atin word advertise,
which means to turn to. The dictionary meaning of the term is Cto give
public notice or to announce publiclyD .Advertising may be defined as the
process of buying sponsor0identified media space or time in order to
promote a product or an idea.
The American Mar!eting Association, -hicago, has defined advertising as
Cany form of non0personal presentation or promotion of ideas, goods or
services, by an identified sponsor.D
17
P'$() M*+$,
;rint media is a very commonly used medium of advertising by
businessman. %t includes advertising through newspaper, maga/ines,
3ournals, etc. and is also called press advertising.
,- N*./0,0*'/
:ou must have read )ewspapers. %n our country newspapers are
published in 2nglish, $inhala and Tamil. These are the sources of news,
opinions and current events. %n addition, )ewspapers are also a very
common medium of advertising. The advertiser communicates his
message through newspaper which reaches to millions of people.
18
A+1,(),2*/
)ewspapers normally have wide circulation and a single
advertisement in the newspaper can &uic!ly reach to a large number
of people.
The cost of advertising is relatively low because of wide publication.
9enerally newspapers are published daily. Thus, the same
advertisement can be repeated fre&uently and remind reader
everyday.
The matter of advertisement can be given to newspapers at a very
short notice. An even last minute change in the content is also
possible. This ma!es advertising &uite fle<ible.
)ewspapers are published from different regions and in different
languages. Hence, they provide greater choice to advertisers to
approach the desired mar!et, region and readers through local or
regional language
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)ewspapers are read soon after they are received and then are !ept
generally in some corner of the houses. After 2H hours we get a
fresh newspaper and this ma!es the life of the newspaper short.
;eople read newspapers mainly for news and pay casual attention
to advertisement.
%lliterate persons can not read and thus, newspaper advertising does
not benefit them.
19
5- P*'$4+$6,7/
;eriodicals are publications which come out regularly but not on a daily
basis. These may be published on a wee!ly, fortnightly, monthly,
bimonthly, &uarterly or even yearly basis. =or e<ample you must have
come across maga/ines and 3ournals li!e %ndia Today, =emina, etc. All
these periodicals have a large number of readers and thus, advertisements
published in them reach a number of people.
A+1,(),2*/
;eriodicals have a much longer life than newspapers. These are
preserved for a long period to be referred in future or read at leisure
or read again, whenever re&uired.
;eriodicals have a selected readership and so advertisers can !now
about their target customers and accordingly selective
advertisements are given.
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Advertising in periodicals is costlier.
The numbers of people to whom the advertisements reach are small
in comparison to newspapers.
The advertisement materials are given much in advanceG hence last
minute change is not possible. This reduces fle<ibility.
20
E7*6)'4($6 M*+$,
This is a very popular form of advertising in the modern day
mar!eting. This includes *adio, television and %nternet.
R,+$4 A+1*')$/$(2
All of us are aware about a radio and must have heard advertisements for
various products in it.
%n radio there are short brea!s during transmission of any programme
which is filled by advertisements of products and services. There are also
popular programmes sponsored by advertisers.
21
A+1,(),2*/
%t is more effective as people hear it on a regular basis.
%t is also useful to illiterates, who can not read and write.
There are places where newspapers reading may not possible, but
you can hear radio.
=or e<ample, you can hear radio while traveling on road or wor!ing at
homeG but you can not read newspaper. $imilarly, while driving you can
hear a radio but cannot read a newspaper.
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A regular listener may remember what he has heard. #ut, occasional
listeners tend to forget what they have heard in *adio.
The message that any advertisement wants to communicate may
not be proper as there is no chance to hear it again immediately.
There may be some other disturbances that distort communication.
%n comparison to Television, *adio is less effective as it lac!s visual
impact.
T*7*1$/$4( A+1*')$/$(2
1ith rapid growth of information technology and electronic
media, television has topped the list among the media of advertising. T.
has the most effective impact as it appeals to both eye and the ear.
A+1,(),2*/
22
%t is most effective as it has an audio0visual impact.
1ith catchy slogans, song and dance se&uences, famous
personalities e<hibiting products, T. advertising has a lasting
impact.
1ith varieties of channels and programmes advertisers have a lot of
choice to select the channel and time to advertise.
1ith regional channels coming up any person even illiterates can
watch the advertisements and understood it by seeing and hearing.
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T. advertisements are usually e<pensive to prepare as well as to
telecast.
1ith almost every manufacturer trying to communicate their
message through T. advertising the impact among the viewers is
also reducing. )ow0a0days people are switching on channels
whenever there is a commercial brea!.
I()*'(*)
%t is the latest method of communication and gathering information.%f you
have a computer and with an access to internet you can have information
from all over the world within a fraction of second. Through internet you
can go to the website of any manufacturer or service provider and gather
information. $ometimes when you do not have website addresses you ta!e
help of search engines or portals. %n almost all the search engines or
portals different manufactures or service providers advertise their products.
23
A+1,(),2*/
%nformation from all over the world is made available at the
doorsteps.
,ser can see the advertisement at their own time and as per their
re&uirement.
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%t is not accessible without a computer.
%t is not very suitable for general public.
%t is not suitable for illiterate and those having no !nowledge about
the operation of %nternet.
O)8*' M*+$,
All the media of advertising discussed above are mostly used by
consumers while they are at home or inside any room, e<cept radio and
newspapers or maga/ines to some e<tent. Moreover in all these media,
the consumer has also to spend some money to access the advertisement.
However, there are other media available, where the consumer has to
spend nothing and he can see such advertisements while moving outside.
$ome of such advertising are hoardings, posters, vehicular displays, gift
items, etc.
24
H4,'+$(2/
1hile moving on roads you must have seen large hoardings
placed on iron frames or roof tops or walls. These are normally boards on
which advertisements are painted or electronically designed so that they
are visible during day or night. The advertisers have to pay an amount to
the owners of the space, where the hoardings are placed.
P4/)*'/
;oster are printed and posted on walls, buildings, bridges
etc to attract the attention of customers. ;osters of films which are
screened on cinema halls are a common sight in our country.
V*8$697,' +$/07,:/
:ou must have seen advertisements on the public transport
li!e buses, trains, etc. ,nli!e hoardings these vehicles give mobility to
advertisements and cover a large number of people.
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25
Advertisement is a mass communicating of information
intended to persuade buyers to by products with a view to ma<imi/ing a
company's profits.
The elements of advertising are5
%t is a mass communication reaching a large group of consumers.
%t ma!es mass production possible.
%t is non0personal communication, for it is not delivered by an actual
person, nor is it addressed to a specific person.
%t is a commercial communication because it is used to help assure
the advertiser of a long business life with profitable sales.
Advertising can be economical, for it reaches large groups of people.
This !eeps the cost per message low.
The communication is speedy, permitting an advertiser to spea! to
millions of buyers in a matter of a few hours.
Advertising is identified communication. The advertiser signs his
name to his advertisement for the purpose of publici/ing his identity.
A+1*')$/$(2 O5<*6)$1*/
2ach advertisement is a specific communication that must be
effective, not 3ust for one customer, but for many target buyers. This
means that specific ob3ectives should be set for each particular
advertisement campaign. Advertising is a form of promotion and li!e a
promotionG the ob3ectives of advertising should be specific. This re&uires
26
that the target consumers should be specifically identified and that the
effect which advertising is intended to have upon the consumer should be
clearly indicated. The ob3ectives of advertising were traditionally stated in
terms of direct sales. )ow, it is to view advertising as having
communication ob3ectives that see! to inform persuade and remind
potential customers of the worth of the product. Advertising see!s to
condition the consumer so that heEshe may have a favorable reaction to
the promotional message. Advertising ob3ectives serve as guidelines for
the planning and implementation of the entire advertising programme.
T8* 5,/$6 45<*6)$1*/ 4= ,( ,+1*')$/$(2 0'42',33* 3,: 5* 7$/)*+ ,/
5*74.>
To stimulate sales amongst present, former and future consumers. %t
involves a decision regarding the media, e.g., T. rather than print G
To communicate with consumers. This involves decision regarding
copyG
To retain the loyalty of present and former consumers. Advertising
may be used to reassure buyers that they have made the best
purchase, thus building loyalty to the brand name or the firm.
To increase support. Advertising impliedly bolsters the morale of the
sales force and of distributors, wholesalers, and retailers, G it thus
contributes to enthusiasts and confidence attitude in the
organi/ation. 5
To pro3ect an image. Advertising is used to promote an overall image
of respect and trust for an organi/ation. This message is aimed not
27
only at consumers, but also at the government, shareholders, and
the general public.
.
ADVERTISING PLANNING FRAMEWOR"
;lans are nothing, planning is everything.
0 (wight (.
2isenhower
28
The advertising management is mainly concerned with planning
and decision ma!ing. The advertising manager will be involved in the
development, implementation, and overall management of an advertising
plan. The development of an advertising plan essentially re&uires the
generation and specification of alternatives. (ecision ma!ing involves
choosing from among the alternatives. The alternatives can be various
levels of e<penditure, different !inds of ob3ectives or strategy possibilities,
and !inds of options with copy creation and media choices. Thus, the
essence of planning is to find out the feasible alternatives and reduce them
to decisions. An advertising plan reflects the planning and decision I
ma!ing process and the decisions that have been arrived at in a particular
product and mar!et situation.
T8* A+1*')$/$(2 P7,(
As pointed out earlier, advertising plan and decision ma!ing focus on three
crucial areasG ob3ectives and target selection, message strategy and
tactics, and media strategy and tactics. 8et us elaborate on these points5
1% O5<*6)$1*/ ,(+ T,'2*) S*7*6)$4(
+b3ectives in advertising can be understood in many ways. An
important part of the ob3ective is the development of a precise, disciplined
description of the target audience. %t is often tempting to direct advertising
at a broad audienceG but everyone is a potential customer. %t is best to
29
consider directing the advertising to more selected groups to develop
stimulating copy. %t is &uite possible to develop several campaigns, each
directed at different segments of the mar!et, or to develop one campaign
based on multiple ob3ectives.
2% M*//,2* S)',)*2: ,(+ T,6)$6/
Messages strategy must decide what the advertising is meant to
communicate I by way of benefits, feelings, brand personality, or action
content. +nce the content of the campaign has been decided, decisions
must be made on the best0most effective0ways of communicating that
content. The decisions, such as the choice of a spo!esperson, the use of
humor or fear or other tones, and the selection of particular copy, visuals,
and layout, are what we call Cmessage tacticsD
3% M*+$, S)',)*2: ,(+ T,6)$6/
Message strategy is concerned with decisions about how
much is to be allocated to create and test advertising copy, media strategy
concerns decisions on how many media rupees to spend on an advertising
campaign. Media tactics comprise the decisions on which specific media
>television, radio maga/ines, etc.6 or media vehicles >*eader's (igest, etc.6
to spend these dollars.
E&TERNAL FACTORS
30
The e<ternal factors in the planning framewor! are
environmental, social and legal considerations. To a considerable e<tent,
these e<ist as constraints on the development of an advertising plan and
decision ma!ing. %n developing specific advertisement, there are certain
legal constraints that must be considered. (eceptive advertising is
forbidden by law. 1hat is deceptive is often difficult, because different
people can have different perceptions of the same advertisements. Thus,
an advertiser who attempts to provide specific, relevant information must
be well aware of what constitutes deception in a legal and ethical sense
and of other aspects of advertising regulation.
2ven more difficult consideration for people involved in the advertising
effort is broad social and economic issues as stated below.
J(oes advertising raise prices or inhibit competitionK
%s the use of se< or fear appeals is appropriateK 1omen and minority
groups are e<ploited in advertising by casting them in highly
stereotyped roles.
%s it more irritating than entertainingK
%s an intrusion into an already e<cessively polluted environmentK
Advertising directed at children.
31
A+1*')$/$(2 I(+9/)':
The advertising industry consists of three principal groups5
$ponsorsG
MediaG and
Advertising agencies or advertising departments.
Advertising agencies are of two basic types, vi/., %ndependentG and House.
An independent agency is a business that is free to compete for and select
its clients. A house agency is owned by its ma3or client. A house agency is
not completely free to serve other clients. The advertising department an
integral part of the organi/ation it serves.
The advertising agency provides for the client a minimum of5
Media information, such as the availability of time and space
-reative s!ills, such as Ccampaign planningD and Cappeal planningD
and
*esearch capabilities, such as providing brand preference data.
W8,) $/ ,( A+1*')$/$(2 A2*(6:;
An advertising agency is an independent organi/ation set up to render
speciali/ed services in advertising in particular and in mar!eting in general.
Advertising agencies started as space bro!ers for the handling of the
advertisements placed in newspapers. +ver the years, the function of the
agencies has changed.
Their main 3ob today is not to aid media but to serve advertisers.
32
A+1,(),2* 4= U/$(2 A2*(6$*/
The mar!eter gains a number of benefits by employing agencies. An
agency generally has an invaluable e<perience in dealing with
various advertising and mar!eting issues.
The lessons which agency learned in wor!ing with other clients are
useful inputs for the mar!eter.
An agency may employ specialists in the various areas of
preparation and implementation of advertising plans and strategies.
The personnel are not members of the mar!eter's management
team. They bring ob3ective and unbiased viewpoints to the solution of
advertising and other mar!eting problems.
The discounts that the media offer to agencies are also available to
advertisers. This is a strong stimulus to them to use an agency, for
the media cost is not much affected thereby.
The company normally does not have as many types of specialists
as a large or medium0si/ed advertising agency has because an
agency can spread the costs or its staff over many clients. %t can do
more for the same amount of money.
The company can also get an ob3ective, outside viewpoint from an
agency, assuming that the agency representatives are not acting as
C:es manD in order to !eep the advertiser's account.
A related point is that the company can benefit from the agency's
e<perience with many other products and clients.
Another advantage is that agency feels a greater pressure than the
company's own department to produce effective results. The
33
relations between an agency and a client are very easy to terminateG
but it is difficult to get rid of an ineffective advertising department.
The manner in which agencies are compensated, the use of an
agency may not cost the advertiser a single paisa.
.
ADVERTISING BUDGET
The si/e of the advertising budget can have an impact upon
the composition of the advertising mi<. %n general, a limited promotion
budget may impel the management to use types of promotion that would
not be employed otherwise, even though they are less effective than the
others.
%ndustrial firms generally invest a larger proportion of their budgets in
personal selling than in advertising, while the reverse is true of most
producers of consumer goods. +rgani/ations with small budgets may be
forced to use types of advertising that are less effective than others.
$ome mar!eters find it necessary to restrict their efforts primarily to
personal selling and publicity. There are organi/ations with small
promotion budget which ta!e the opposite course of action. They
concentrate on advertising and sales promotion, and neglect other
methods. $ome mar!eters advertise in e<pensive ways >through classified
advertisement in newspapers and maga/ines6 and spend virtually nothing
on personal selling. There is universal difficulty of relating advertising
e<penditures to sales and profit results. (etermining the results of
34
advertising and conse&uently the amount of money to be allocated in
advertising budget are complicated by several ma3or difficulties as follows5
The effects of e<ternal variables such as population, or income,
changes on economics conditions and competitive behaviorG
.ariations in the &uality of advertisingG
,ncertainly as to the time0lag effect of advertisingG and
The effect of the firm's other mar!eting activities, such as product
improvement and stepped0up personal selling. The above
comple<ities ma!e the companies resort to more than one method of
determining the si/e of their advertising budget. Advertising #udget
involves the allocation of a portion of the total mar!eting resources to
the advertising function in a firm. The si/e of the budget allocation
should be based on the potential contribution that advertising can
ma!e. Advertising budgeting should be based on a careful analysis
of the opportunity for using advertising.
.
M*+$, B'$*=
2ach medium has its merits and its handicaps. The
suitability and profitability of any one type varies from manufacturer to
manufacturer and may vary for a single manufacturer too. -hanges are the
only rule. The buyers constitute his mar!etG they are to receive his
advertising coverage consists of the advertiser's reaching the ma<imum
number of these buyers include both his current and prospective
customers. The advertiser has to determine how many there are and
where they are. Then the selection process involves how to send an
35
effective advertising message economically to the group of buyers, the
length of the campaign period and the cost which he can afford0at a figure
which will ma!e the advertising effort profitable.
D$==$697)$*/ $( S*7*6)$4( 4= M*+$, T:0*/
A9+$*(6* M*,/9'*3*()5
The media sell circulation or the opportunity to develop circulation. There is
a gross aspect to circulation >how many products were bought last month6
and a net aspect >how many of those purchasers are prospects for the
product saw the advertisement in the broadcast media6. Measurement of
the same is not as easy as advertisers would thin!.
R*7$,(6* 4( , P,')$697,' ):0* 4= M*+$93>
How much of his promotion effort should a manufacturer place in
maga/ines and how much on T., how much in outdoor or point of
purchaseK 1hich should be dominant and which are supplementaryK
These factors play a !ey role in selection of a particular type of media.
Media costs, the costs of space and time, are the largest single e<pense
item in most advertising budgets. The selection of media types to be used
in an underta!ing, therefore, deserves and even demands, the very best
thought and 3udgment of on the part of the top management. The points to
be considered are5
A1,$7,5$7$):> *egional mar!ets may be so limited that national
circulation of maga/ines should not be used. A product may have so
36
slight a mar!et that a medium such as the radio would not be
indicated for use.
S*7*6)$1$):> $ome ideas demand visual presentation and others
demand oral presentation. The radio cannot accommodate stories
re&uiring a physical form, and outdoor advertising cannot
accommodate long stories.
C430*)$)$4(> is a matter which the advertiser cannot ignore. A
company may select media types not used by its competitors, based
on distinctiveness and domination.
37
S*7*6)$4( 4= I(+$1$+9,7 M*+$,
$election of individual media to carry advertising re&uires the consideration
of the points li!e circulationG the &uality and &uantity of a medium's
circulation, ;restige, %nfluence, *eadership, etc.
.
D907$6,)$4(
An advertiser must have coverage or else his message will
not reach as many buyers as he must reach. As an advertiser adds
maga/ine after maga/ine to his list to increase his coverageG he finds
duplication inevitable. +ne way of averting duplication is to use only one of
the maga/inesG another is to run a different advertisement. The duplication
limits an advertiser's coverage. The points in favour of duplication are
repetition and fre&uency.
F'*?9*(6:
The term fre&uency refers to the number of advertisements of the
same si/e appearing in an individual medium for a given period such as
per day, per wee!, per month, or per campaign. There is no formula to
determine the ideal fre&uency. The two factors are the si/e of the
advertising fund and the si/e of the advertisement to be run. %f these are
38
!nown, fre&uency can be derived. The two other factors are the number of
media and the advertising period. As the number of media increases, there
is pressure for a lower fre&uency, or to shorten the advertising period. The
other possibilities are to enlarge the fund, or to reduce the si/e of the
advertisement. Manufacturers cannot ignore the fact that what the
competitors are doing in respect of fre&uency. The more often a message
is repeated, the greater the proportion of it the consumer remembers.
S$@* 4= ,+1*')$/*3*()
The si/e of advertisement influences the fre&uency. The si/e of an
advertisement can be derived if the advertiser50
J(etermines the si/e of the advertising fund,
(ecides the numbers of individual media to be used, and
(ecides the number of advertisements to appear during the
advertising period.
The purpose of the advertisement may be the strongest influence in
determining its si/eG a large space is used to announce, a small space is
used to remain. The amount of copy, the number of products included in
one advertisement and the illustration needs of the advertisement all help
to determine si/e. $alesmen and dealers may also decide how large
advertisements should be.
C4749'
39
-olour is a factor which influences fre&uency. -olour
influences the si/e of the advertisement and si/e in turn determines
fre&uency. -olour commands a premium price.
R*A'9( 4( A+1*')$/*3*()
*epetition has a considerable effect on advertising costs, and its
fre&uency. *e0run is considered unless it has performed well on its first
appearance. %t is most common in mail order business and advertising that
uses small space. %t is not common for large advertisements. %ndirect
action advertisements should be re0run. The reinforcement of consumer
memory is another benefit of a re0run. There are savings on a re0run. )ew
readers are added whenever and advertisement is re0run.
P4/$)$4($(2
%t involves the development of a mar!eting strategy for a
particular segment of the mar!et. %t is primarily applicable to products that
are not leaders in the field. These products are more successful if they
concentrate on specific mar!et segments than if they attac! dominant
brands. %t is best accomplished through an advertising strategy, or theme,
which positions advertisements in specified mar!et segments
40
',(+
;erhaps the most distinctive s!ill of professional mar!eters is their
ability to create, maintain, protect, and enhance brands. The American
Mar!eting Association defines a brand as follows5 CA #rand is a name,
term, sign, symbol, or design, or a combination of them, intended to
identify the goods or services of one seller or group of sellers and
the differentiate them from those of competitorsD. %n essence, a brand
identifies the seller or mar!er. %t can be name, trademar!, logo, or other
symbol. ,nder trademar! law, the seller is granted e<clusive rights
41
to the use of the brand name in perpetuity. #rands differ from other assets
such as patents and copyrights, which have e<piration dates. A brand is
essentially a seller's promise to deliver a specific set of features, benefits,
and services consistently to the buyers. The best brands convey a
warranty of &uality. #ut a brand is an even more comple< symbol. %t can
convey up to si< levels of meaning5
A))'$59)*/: a brand brings to mind certain attributes. Mercedes
suggest e<pensive, well0built, well0engineered, durable, high0prestige
automobiles
B*(*=$)/: attributes must be translated into functional and
emotional benefits. The attribute CdurableD could translate into the
functional benefit. The attribute Ce<pensiveD translates into the emotional
benefit.
V,79*/> the brand also says something about the producer's
values.Mercedes stand for high performance, safety, and prestige.
C97)9'*> the brand may represent a certain culture. The
Mercedes represents 9erman culture5 organi/ed, efficient, high &uality.
42
P*'/4(,7$):> the brand can pro3ect a certain personality.
Mercedes may suggest a no0nonsense boss >person6, a reigning lion
>animal6, or an austere palace >ob3ect6
U/*'> the brand suggests the !ind if consumer who buys or
uses the product. 1e would e<pect to see a LL0year0old top e<ecutive
behind the wheel of Mercedes, not a 20year0 old secretary.
%f a company treats a brand only a name, it misses the point. The branding
challenge is to develop a deep set of positive associations of the brand.
Mar!eters must decide at which level>s6 to anchor the brands identity. +ne
mista!e would be to promote only attributes. =irst, the buyer is not as
interested in attributes as in benefits. $econd, competitors can easily copy
attributes. Third, the current attributes may become less
desirable later.
;romoting the brand only on one benefit can also be ris!y. $uppose
Mercedes touts its main benefit as Chigh performanceD. Then several
competitive brands emerge with high performance as compared to other
benefits. Mercedes needs the freedom to maneuver into a new benefit
positioning.
F'43 64(/93*'#/ 04$() 4= 1$*.5
43
%dentification of source of product
Assignment of responsibility to product ma!er
*is! reducer
$earch cost reducer
;romise, bond, or pact with ma!er of product
$ymbolic device
$ignal of &uality
#rands identify the source or ma!er of a product and allow consumers to
assign responsibility to a particular manufacturer.
=rom an economic perspective, brands allow consumers to lower search
costs for products both internally and e<ternally.
-onsumers offer their trust and loyalty with the implicit
understanding that the brand will behave in certain ways and
provide them utility through consistent product performance and
appropriate pricing, promotion, and distribution programs and
actions. #rands can serve as symbolic devices, allowing consumers
to pro3ect their self0image.
-ertain brads are associated with being used by certain types of
people and thus reflect different values or traits. *esearched have
classified products and their associated attributes into three ma3or
=inal Assignment #rand Management categories5 search goods,
e<perience goods and credence goods.
There is difficulty in assessing and interpreting product attributes and
benefits so with e<perience and credence goods, brands may be
particularly important signals of &uality. #rands can reduce the ris! in
44
product decisions. These ris!s involve functional, physical, financial, social
psychological and time ris!.
F'43 3,(9=,6)9'*'#/ 04$() 4= 1$*.>
Means of identification to simplify handling
Means of legally protecting uni&ue features
$ignal of &uality level to satisfied customers
Means of endowing products with uni&ue associations
$ource of competitive advantage
$ource of financial returns
#rands help manufacturers to organi/e inventory and accounting records.
A brand also offers the firm legal protection for uni&ue features of the
product. A brand can retain intellectual property rights, giving legal title to
the brand owner. #rands can signal a certain level of &uality so that
satisfied buyers can easily choose the product again. This brand loyalty
provides predictability and security of demand for the firm and creates
barriers of entry that ma!e it difficult for other firms to enter the mar!et.
45
BRAND AWARENESS
1hether it is a serial in a regional satellite channel or a +ne
(ay %nternational cric!et match, there is a non0stop stream of
advertisements, which clutter the commercial brea!. 1ell0established
brands attempt to sustain brand recall while new ones try appealing to
prospective consumers to get into their Mconsideration' set. There are ads
for children, housewives and youth. 1ith advertising e<penditure in the
order of *s. A -rores per annum in the recent times and the
proliferation of brands across categories, there is a strong need to consider
the effectiveness of these advertisements. The idea is not to cease
46
advertising but to consider how considering decisions would
have to be considered with non0advertising alternatives. These non0
advertising alternatives may also enable a brand to create and sustain
consistent associations, which may be desirable in terms of long0term
implications. A contemporary approach that creates a synergy between
various aspects of a promotional mi< >advertising included6 provides a
refreshing approach towards mar!eting communications. There may be
several ob3ectives of advertising and a promotional mi< could be used in
an innovative manner to address each of these ob3ectives
depending on the product category and target segment.
B',(+ "(4.7*+2*
#rand !nowledge refers to brand awareness >whether and when
consumers !now the brand6 and brand image >what associations
consumers have with the brand6. The different dimensions of brand
!nowledge can be classified in a pyramid >adapted from Beller 216, in
which each lower0level element provides the foundations of the
higher0level element. %n other words, brand attachment stems from rational
and emotional brand evaluations, which derive from functional and
47
emotional brand associations, which re&uire brand awareness. #rand
!nowledge measures are sometimes called Ccustomer mindsetD measures
because they capture how the brand is perceived in the customer's mind.
T8* B',(+ "(4.7*+2* P:',3$+
48
#rand awareness measures the accessibility of the brand in memory.
#rand awareness can be measured through brand recall or brand
recognition.
#rand recall reflects the ability of consumers to retrieve the brand from
memory when given the product category, the needs fulfilled by the
category, or some other type of probe as a cue.
B',(+ R*642($)$4(
#rand recognition reflects the ability of consumers to confirm prior
e<posure to the brand >i.e., recogni/e that it is an ColdD brand that they
have seen before and not a CnewD brand that they are seeing for the first
time6. %n a recognition tas!, consumers see a stimulus >e.g., an ad
for the brand, a brand name6 and must say whether they have seen it
before >e.g., last night on television, in maga/ine F, etc.6.
%t is important to ma!e the tas! as realistic as possible by allowing only a
short amount of time to answer the recognition &uestion and by using
realistic stimuli and conte<t. %f you want to use recognition as a measure of
the performance of different mar!eting decisions >say, different logos or
49
ads6, you should e<pose one group to one version of the target
stimulus and another group to the other version of the target stimulus.
However, to ma!e the tas! more realistic, both groups should also be
e<posed to other stimuli >e.g., competitors" brands6. %n a second step,
people see the ColdD stimuli again, along with completely new ones, and
are as!ed to decide if each stimulus is ColdD or CnewD >i.e., if they have seen
them before or not6.
B',(+ I3,2*
#rand image is defined as consumer perceptions of a brand and
is measured as the brand associations held in consumers' memory. To
measure brand image, you can either use and adapt an e<isting list of
brand associations or start from scratch by eliciting brand associations
and then measuring the strength of these associations. The outcome of
this e<ercise is usually a short list of the positive and negative associations
consumers have with the brand, ran!ed by strength. =or comparison
purposes, it is useful to report the average strength of each association
with the brand and the strength of the association with competing brands,
50
and to do this for each target segment >e.g., brand users and users of
competing brands6.
B',(+ 0'*=*'*(6*
;eople begin to develop preferences at a very early age. 1ithin any
product category, most consumers have a group of brands that comprise
51
their preference set. These are the four or five up mar!et brands
the consumer will consider when ma!ing a purchase. 1hen building
preference, the goal is to first get on the consumer's preference sets, and
then to move up the set's hierarchy to become the brand consumers prefer
the most I their up mar!et brand. 9aining and maintaining consumer
preference is a battle that is never really won. %n every product category,
consumers have more choices, more information and higher e<pectations
than ever before. To move consumers from trial to preference, brands
need to deliver on their value proposition, as well as dislodge
someone else from the consumer"s e<isting preference set.
;reference is a scale, and brands move up, down and even off that scale
with and without a vigilant brand management strategy. ;ricing,
promotional deals and product availability all have tremendous impact on
the position of our brand in the consumer's preference set. %f all things are
e&ual, the best defense is to ma!e us more relevant to consumers
than the competition. The brands potential can only be fulfilled by
continually reinforcing its perceived &uality, up mar!et identity and
relevance to the consumer. The same branding activities that drive
awareness also drive preference. And, while awareness alone will not
52
sustain preference, it will improve the brand's potential for building
and maintaining preference.1ith a great story and a large enough
investment, awareness can be attained rather &uic!ly. %t ta!es time,
however, and constant revaluation to build brand preference. Aristotle
professed, C1e are what we repeatedly do. 2<cellence then is not an act,
but a habit.D Attaining and sustaining preference is an
important step on the road to gaining brand loyalty. The ability to generate
more revenue, gain greater mar!et share and beat off the competition is
the reward given by consumer toward particular brand.
#rand preference is the $elective demand for a company"s brand rather
than a productG the degree to which consumers prefer one brand over
another. %n an attempt to build brand preference advertising, the
advertising must persuade a target audience to consider the advantages of
a brand, often by building its reputation as a long0established and
trusted name in the industry. %f the advertising is successful, the target
customer will choose the particular brand over other brands in any
category.
This brings us to the &uestion of why people prefer one brand
over another. $ome people li!e smo!ing Marlboro, while others prefer
-amel or 1inston. %s this because they have tried all cigarette brands
before they chose one for themK
53
The reality is that different !inds of products have different
images appealing to different people.
+ther than the addition of television and the %nternet as highly effective
media, there have been few changes in advertising since its birth. :et the
mysteries about what is CgoodD or CbadD advertising prevail. The truth is
that if your ads do not change brand preference, they are not doing their
3ob. %f they do change brand preference, people will be three times
more li!ely to purchase your product. The point to reiterate is that simply
getting someone to remember your ad will not change whether or not they
buy your product.
B,/$6 64339($6,)$4(/ 34+*7 =4' +*1*7403*() 4= 5',(+ 0'*=*'*(6*
54
To better understand the process of brand preference, let"s first loo! at a
basic communications model. The five components of this model are
sender, medium, filter, receiver, and feedbac!. +n a daily basis, we are
e<posed to messages >senderEmedium6 via our radio, television, billboards,
%nternet, mail, and word0of0mouth. Although these messages are
pervasive, we continually screen out >perceptual screen6 or ignore content
that has little or no relevance to us. All messages are coded patterns and
sensations I colours, sounds, odours, shapes, etc. Those messages
deemed recogni/able, or a basis for a relationship, are decoded and
stored in our memory >filterEscreen6. A successful convergence between
sender and receiver will result in some type of response to a
brand"s compelling message >feedbac!6. $tored e<periences in our long0
term memory are connected through a series of nodes and networ!s.
-onsumer prefer particular brand because they find it easier to interpret
what benefits brand offers feel more confident of it and get more
satisfaction from using it . #ecause of such consumer preference, the
55
brand can charge a higher price, command more loyalty, and run more
efficient mar!eting programmes .The brand preference therefore
command a higher asset value.
B',(+ P'*=*'*(6* 684$6* 6'$)*'$,
There are si< criteria choose brand preference. The first three element
categori/ed as C#rand buildingD in terms of how brand preference can be
built up. And last three elements are !nown as CdefensiveD because it
preserved in the face of different opportunity or different brands available
in mar!et.
Memorable5 How easily particular brand are recalledK
Meaningful5 To what e<tent particular brand prefer in corresponding
categoryK (oes it suggest something about a product ingredient or
the type of person who might use the brandK
8i!eability5 How aesthetically appealing do customer finds the brand
elementK %s it inherently li!eable visually, verbally and in other
waysK
Transferable5 -an the brand element be used to introduce in new
product in the same or different categoriesK
Adaptable5 How adaptable and updatable is the brand elementK
;rotectable5 How legally protectable is the brand elementK How
comparatively protectableK
56
B',(+ E(+4'/*3*() 5: C*7*5'$)$*/
The motif behind total branding may be decocted as an attempt
to amalgamate diverse activities to win customer preference. The
crescendo of celebrities endorsing brands has been steadily increasing
over the past years. Mar!eters overtly ac!nowledge the power of
celebrities in influencing consumer0purchasing decisions. %t is a
ubi&uitously accepted fact that celebrity endorsement can
bestow upon a product special attributes it might not otherwise have. #ut
everything is not hon!y0doryG celebrities are after all mere mortals made of
flesh and blood li!e us. %f a celebrity can aggrandi/e the merits of a brand,
he or she can also e<acerbate the image of a brand.
%f % may ta!e the liberty of rephrasing Aristotle's &uote on anger, NAny
brand can get a celebrity. That is easy. #ut getting a celebrity
consistent with the right brand, to the right degree, at the right time, for the
right purpose and in the right way... that is not easy.N
57
-elebrity endorsements are impelled by virtue of the following motives5 0

%nstant #rand Awareness and *ecall
-elebrity values define, and refresh the brand image
-elebrity adds new dimensions to the brand image
%nstant credibility or aspiration ;* coverage
8ac! of ideas
-onvincing clients
58
S966*//=97 C*7*5'$): E(+4'/*3*()/ =4' , B',(+ A A( I(+$,(
P*'/0*6)$1*
The latter part of the "As saw the burgeoning of a new trend in
%ndia 0 brands started being endorsed by celebrities. Hindi film and T.
stars as well as sports0persons were roped in to endorse prominent
brands. Advertisements featuring stars li!e Tabassum >;restige ;ressure
-oo!er6, 4alal Agha >;an ;arag6, Bapil (ev >;almolive $having -ream6
and $unil 9avas!ar >(inesh $uitings6 became common. +f course,
probably the first ad to cash in on star power in a strategic, long0term,
mission statement !ind of way was for 8u< soap, a brand which has,
perhaps as a result of this, been among the top three in the country for
much of its life0time. 1e had the $hah *u!h0$antro campaign
with the ob3ective of mitigating the impediment that an un!nown Borean
brand faced in the %ndian mar!et. The ob3ective was to garner faster brand
59
recognition, association and emotional unity with the target group.
$imilarly,
when $. Bumar"s used Hrithi! *oshan, then the hottest advertising icon for
their launch advertising for Tamarind, they rec!oned they spent H0L per
cent less on media due to the sheer impact of using Hrithi!. Ad recall was
as high 1itness the spectacular rise of $ania Mir/a and %rfan ;athan in
endorsements in a matter of a few months.
A+1,(),2*/ 4= , C*7*5'$): E(+4'/$(2 , B',(+
E/),57$/83*() 4= C'*+$5$7$):> Approval of a brand by a star fosters a
sense of trust for that brand among the target audience 0 this is especially
true in case of new products
E(/9'*+ A))*()$4(> -elebrities ensure attention of the target group by
brea!ing the clutter of advertisements and ma!ing the ad and the brand
more noticeable.
PR C41*',2*> This is another reason for using celebrities. Managers
perceive celebrities as topical, which create high ;* coverage.
60
H$28*' D*2'** 4= R*6,77> ;eople tend to commensurate the personalities
of the celebrity with the brand, thereby, increasing the recall value.
A//46$,)$1* B*(*=$)> A celebrity's preference for a brand gives
out a persuasive message 0 because the celebrity is benefiting from the
brand, the consumer will also benefit.
M$)$2,)$(2 , T,'($/8*+ I3,2* > -adbury %ndia wanted to restore the
consumer"s confidence in its chocolate brands following the high0pitch
worms' controversyG so the company appointed Amitabh #achchan for the
3ob. %t helps to reform the company's image.
.
P/:6842',08$6 C4((*6)> -elebrities are loved and adored by
their fans and advertisers use stars to capitalise on these feelings to sway
the fans towards their brand.
D*342',08$6 C4((*6)> (ifferent stars appeal differently to various
demographic segments >age, gender, class, geography, etc.6.
M,// A00*,7> $ome stars have a universal appeal and, therefore, prove
to be a good bet to generate interest among the masses.
R*<91*(,)$(2 , S),2(,() B',(+> 1ith the ob3ective of infusing fresh life
into a stagnant brand celebrities are used.

61
D$/,+1,(),2*/ 4= , C*7*5'$): E(+4'/$(2 , B',(+
The celebrity approach has a few serious ris!s5 0
R*09),)$4( 4= )8* C*7*5'$): 3,: D*'42,)* ,=)*' 8*B/8*
8,/ *(+4'/*+ )8* P'4+96)> The behaviour of the celebrities reflect on the
brand, celebrity endorsers may at times become liabilities to the brands
they endorse.
T8* V,30$'* E==*6)> This terminology pertains to the issue of a
celebrity overshadowing the brand. %f there is no congruency between the
celebrity and the brand, then the audience will remember the celebrity and
not the brand.
I(64(/$/)*(6: $( )8* P'4=*//$4(,7 P4097,'$): 4= )8*
C*7*5'$):> The celebrity may lose his or her popularity due to some lapse
in professional performances.
M97)$ B',(+ E(+4'/*3*()/ 5: )8* S,3* C*7*5'$): .497+
L*,+ )4 O1*'A*C04/9'*> The novelty of a celebrity endorsement gets
diluted if he does too many advertisements. This maybe termed as
62
commoditi/ation of celebrities, who are willing to endorse anything for big
buc!s.
M$/3,)68 5*).**( )8* C*7*5'$): ,(+ )8* I3,2* 4= )8*
B',(+> -elebrities manifest a certain persona for the audience. %t is of
paramount importance that there is an egalitarian congruency between the
persona of the celebrity and the image of the brand. 2ach celebrity potrays
a broad range of meanings, involving a specific personality and lifestyle
(espite the obvious economic advantage of using relatively un!nown
personalities as endorsers in advertising campaigns, the choice of
celebrities to fulfill that role has become common practice for brands
competing in today"s cluttered media environment.
63
I(=79*(6* 4= ,+1*')$/$(2 4( 64(/93*'#/ 5',(+ 0'*=*'*(6*
The essence of being in business by any business outfits is to
produce for sales and profits. %n order to remain in business an
organi/ation must generate enough sales from its products to cover
operating costs and post reasonable profits. =or many organi/ations, sales
estimate is the starting point in budgeting or profit planning. %t is so
because it must be determined, in most cases, before production units
could be arrived at while production units will in turn affect material
purchases. However, ta!ing decision on sales is the most difficult tas!s
facing many business e<ecutives.
This is because it is difficult to predict, estimate or determine with
accuracy, potential customers' demands as they are uncontrollable factors
e<ternal to an organi/ation. -onsidering, therefore, the importance of sales
on business survival and the connection between customers and sales, it
is e<pedient for organi/ations to engage in programmes that can influence
consumers' decision to purchase its products. This is where
advertising and brand management are relevant. Advertising is a subset of
64
promotion mi< which is one of the Hps in the mar!eting mi< i.e product,
price, place and promotion. As a promotional strategy, advertising
serve as a ma3or tool in creating product awareness and condition the
mind of a potential consumer to ta!e eventual purchase decision.
1hen competition is !een and the consumers are faced with brand choice
in the mar!et, it becomes imperative for the manufacturers to
understand the ma3or factors that can attract the attention of buyers to his
own brand. Ma3or tools companies use to direct persuasive
communications to target buyers and public noting that Cit consists of non0
personal forms of communication conducted through paid media under
clear sponsorshipD. According to him, the purpose of advertising is to
enhance potential buyers' responses to the organi/ation and its
offering, emphasi/ing that Cit see!s to do this providing information, by
channeling desire, and by supplying reasons for preferring a particular
organi/ation's offer.
=rom the foregoing, it could be concluded that the purpose of advertising is
to cerate awareness of the advertised product and provide information that
will assist the consumer to ma!e purchase decision, the relevance
of advertising as a promotional strategy, therefore, depends on its ability to
65
influence consumer not only to purchase but to continue to repurchase and
eventually develop0brand loyalty. -onse&uently, many organi/ations
e<pend a huge amount of money on advertising and brand management.
A brand is a name given by a manufacturer to one >or a number6 of its
products or services. #rands are used to differentiate products from their
competitors. They facilitate recognition and where customers have built up
favorable attitude towards the product, may speed the individual buyers
through the purchase decision process. %ndividual purchasers will
filter out unfavorable or un0!nown brands and the continued purchase of
the branded product will reinforce the brand loyal behaviour. 1ithout
brands, consumer couldn't tell one product from another and advertising
then would be nearly impossible.
Advertiser's primary mission is to reach prospective customers and
influence their awareness, attitudes and buying behaviour. They spend a
lot of money to !eep individuals >mar!ets6 interested in their products. To
succeed, they need to understand what ma!es potential customers
behave the way they do. The advertisers goals is to get enough relevant
mar!et data to develop accurate profiles of buyers0to0find the common
group >and symbols6 for communications this involves the study of
consumers behaviour5 the mental and emotional processes and the
physical activities of people who purchase and use goods and services to
66
satisfy particular needs and wants .The principal aim of consumer
behaviour analysis is to e<plain why consumers act in particular ways
under certain circumstances. %t tries to determine the factors that influence
consumer behaviour, especially the economic, social and
psychological aspects which can indicate the most favoured mar!eting mi<
that management should select. -onsumer behaviour analysis helps to
determine the direction that consumer behaviour is li!ely to ma!e and to
give preferred trends in product development, attributes of the alternative
communication method etc. consumer behaviours analysis views
the consumer as another variable in the mar!eting se&uence, a variable
that cannot be controlled and that will interprete the product or service not
only in terms of the physical characteristics, but in the conte<t of this image
according to the social and psychological ma!eup of that individual
consumer >or group of consumers6. Advertising helps in pro3ecting product
&uality and value before the consumers. Advertising has a ma3or influence
on consumers' preference and it has, in no small measure, contributed to
its success. The same thing goes for its &uality. The stage a product is in
its life cycle is very important to a mar!eter as it help in determining the
type of mar!eting strategies to be embar!ed upon in respect of the said
product.
67
ADVERTISING RESEARCH
Advertising research is a branch of mar!eting research, and is both a sort
of insurance to avoid wasting money on in effective advertising and a
means of monitoring the effectiveness of a campaign while it is running
and after the campaign has ended. %t is also possible and advantageous to
ling advertising research with other forms of mar!eting research which the
company is underta!ing. Today the advertisers have the benefits of many
sorts of research, and they are usually recommended and commissioned
by an advertising agency. %n fact, in its own interest a good advertising
agency may insist on the use of research to ensure that it produces and
conducts successful advertising.
The advertising research is applications of mar!eting research aimed at
the measurement of advertising effectiveness and improves advertising
efficiency. The primary aim of advertising is to sell an idea, goods or
services whereas the ultimate goal of research is to measure the impact of
advertising on sales of that idea, good or service.D
*esearch is not confined to testing creativity. There is a wealth of
independently researched statistical information on sales, readership and
audience figures regarding all the principle media so that the most
economic media can be used. %n addition to this it is possible to control the
68
duration of appearance of an advertisement by assessing when enough
people have had the opportunity to see the advertisement a sufficient
number of times.
This is in line with the %;A definition of advertising which refers to
presenting Cthe most persuasive selling message to the right prospects for
the product or service at the lowest possible cost.D
I304'),(6* 4= ,+1*')$/$(2 '*/*,'68
Advertising deals with many imponderables. %ts aim is to
influence the minds and emotions of millions of prospective buyers. %t is a
mass demand creation device, so its message must be standardi/ed.
=urthermore, conditions in the mar!et are constantly changing. %t is also
e<pensive and highly competitive. %n view of the many difficult problems
which overwhelmed advertising a great deal of attention is devoted to the
development of research techni&ues to provide better !nowledge on which
to base advertising decisions. The two areas are embracing the most
pressing problems are those of advertising copy and advertising media.
The ethics and effectiveness of advertising are highly controversial
sub3ects. Measuring of advertising effectiveness poses many challenging
&uestions to those who create, sell and utili/e advertisements. %t is a widely
accepted fact that advertising is a great force lin!ing the producer and the
consumer. The need of research in advertising is also significant because
a tremendously large number of people are dependent for their earnings
from this area.
69
MEDIA RESEARCH
Media selection is finding the most cost effective media to deliver the
desired number and type of e<posures to the target audience. The media
planner has to !now the capacity of the ma3or media types to deliver reach,
fre&uency and impact. The ma3or media types are T..., newspaper, radio,
maga/ines or 3ournals etc.
PRINT MEDIA
=or many years advertisers have not been satisfied with circulation data as
the sole yardstic! for buying advertising media. %t has been clearly
demonstrated that the number of readers of a given copy of a publication
not only significantly e<ceeds circulation but also varies from gross
circulation figures as between various publications. An increasing amount
of research has been applied in resent years to the measurement of actual
reading audiences. Techni&ues for measuring reading audiences are now
sufficiently perfected so that these data are generally accepted and widely
employed. )ewspapers and maga/ines are the most common types of
print media. As the media circulation increases so, does the attractiveness
of a newspaper or maga/ine to an advertiser, and the medium may raise
the advertising rates. The best way to measure a publications' is through
70
measuring its readership or total audience. Media buyers need to !now the
accurate circulation and readership figures to compare costs among
various publications that reach similar audiences.
BROADCAST MEDIA
The most e<tensive research in connection with broadcasting media is the
measurement of listening and viewing audiences. The following methods
are commonly employed.
T8* '*6,77 3*)84+>
The recall method obtains its data through listener surveys in which the
respondent is as!ed to report the television and radio programs he heard
during a specified period of time previous to the interview.
T8* +$,': 3*)84+>
%n the coincidental diary method a form listing broadcasting stations and
time periods is left with the respondent, who ma!es notations of programs
received. The diaries are usually designed so that they can be attached to
the radio or television set for convenient recording.
The chief advantage of this method is that the respondent records his
listening or viewing at the time, thus eliminating the burden on memory. %t
also has the advantage of ma!ing it possible to obtain classification data
regarding the listener or viewer.
71
The primary wea!ness of this method is inaccuracies of reporting because
there is a constant tendency to neglect to ma!e entries at the time the set
is actually in use.
T8* 64$(6$+*(),7 3*)84+>
%n this method investigators call telephone subscribers according to a
predetermined sampling pattern. %t provides more accurate data than other
survey methods, since it eliminates the necessity for memory or entries in
a diary. Also it is based on a report of actual viewing or listening rather
than mechanical evidence that the radio set was operating.
T8* ,9+$43*)*' 3*)84+>
The audiometer is attached to T. or radio sets at random in the homes of
potential consumers. The device maintains on a magnetic tape a
continuous record of the set in usage channel on and the station channel
to which tuned. %ts advantage is that with the aid of audiometer one can
accurately measure the set in use from a valid sample. %ts disadvantage is
that it does not indicate who is watching the set or listening to a radio set. %t
only records whether the set is tuned on to a particular channel or station.
%t tells nothing about the audience presence and their behavior.
Advertising research is not conducted much in %ndia.
This is because %ndian companies are not much aware of the techni&ues of
its research and the benefit they can get out of this activity. +f late, they
are now spending huge amount on advertisements released in various
media. #ut they do not initiate to find whether e<penditure made by them is
bringing some worthwhile results in the form of increased sales and profits.
72
%f yes, to what e<tent the increase in sales is due to advertising.#ecause
the increase in sales is due to other factors operating in the mar!et place.
Therefore, it is the high time that the %ndian business organi/ations
understand the importance of advertising and measure its effectiveness.
=or any firm incurring e<penditure on advertising, it is essential that some
percentage of the advertising budget should be embar!ed for the
advertising research
I30,6) 4= 64749' 4( 69/)43*'#/ 5',(+ 0'*=*'*(6*
-olor is part of our daily
lives. ;eople use colors to e<press themselves and their emotions, to
adapt to weather conditions >e.g., dar! colors are used in winter to absorb
the heat better while light colors are used in the summer to stay fresh6, and
also to simply help themselves feel confident with their bodies and
appearance. *esearch indicates that over AO of visual information is
73
related to color5 i.e., color conveys information. %t identifies a
product or a company, as well as the &uality of the merchandise and much
more . -olor can influence consumers' purchase decisions, how they see
things, their emotions, and thus it is integral to mar!eting. -olor
photographs are commonly used in ads because they are thought to have
superior attention getting properties. =or this reason, it is e<tremely
important to understand how color affects attitudes, beliefs, and
feelings. Mar!eters can then apply such !nowledge to develop effective
promotional strategies and tactics. =or instance, a pac!age can be
designed to appear taller or shorter5 e.g., light0colored pac!aging
may ma!e a pac!age appear larger, whereas dar!er colors may minimi/e
the perceived si/e . The right colors communicate meaning and please the
eye, whereas the wrong colors can be unpleasant and even unsettling. As
a mar!eting tool, color can also be a subliminally persuasive force. As a
functional component of human vision, color can capture
attention, rela< or irritate the eyes, and affect the legibility of te<t. All things
considered, the right colors empower and contribute to the success of an
advertising campaign, a product, a service, or even an interior space. %n
74
contrast, using the wrong colors can be a costly mista!e. -olors
can also influence customers' emotions, positively or negatively. ;revious
research has shown a consistent association of colors with certain feelings
and e<periences. =or e<ample, the color C#lueD is soothing and associated
with wealth, trust, and security, whereas C*edD
connotes e<citement and stimulation. =or e<ample, it is e<pected
that viewers' perceptions of a brand's imageEpersonality will reflect the
image associated with the ad's bac!ground color >e.g., a brand will be
3udged to be more vibrant and e<citing when it is advertised with a
red bac!ground versus a more calming blue bac!ground6.
I30,6) 4= P,6D,2$(2
R*?9$'*3*()/ 4= 244+ 0,6D,2$(2
=unctional 0 effectively contain and protect the contents
;rovide convenience during distribution, sale, opening, use, reuse,
etc.
be environmentally responsible
#e cost effective
Appropriately designed for target mar!et
2ye0catching >particularly for retailEconsumer $ales6
75
-ommunicate attributes and recommended use of the product and
pac!age
-ompliant with retailers" re&uirements
;romotes image of enterprise
(istinguishable from competitors" products
Meet legal re&uirements for product and ;ac!aging
;oint of difference in service and supply of ;roduct.
=or a perfect product, perfect colour.
F4'3/ 4= 0,6D,2$(2
S0*6$,7): 0,6D,2$(2 P emphasi/es the elegant character of the
product
P,6D,2$(2 =4' +4957*A9/*
C435$(,)$4( 0,6D,2$(2 two or more products pac!aged in the
same container
",7*$+4/640$6 0,6D,2$(2 P pac!aging changes continually to
reflect a series or particular theme
P,6D,2$(2 =4' $33*+$,)* 64(/930)$4( P to be thrown away after
use
P,6D,2$(2 =4' '*/,7* P pac!ed, into appropriate &uantities, for the
retailer or wholesaler.
T',+*3,'D/

S$2($=$6,(6* 4= , )',+*3,'D
76
(istinguishes one company"s goods from those of another
$erves as advertisement for &uality
;rotects both consumers and manufacturers
,sed in displays and advertising campaigns
1. Age group of respondents.
AGE GROUP OF RESPONDENTS NO% OF RESPONDENTS
2!A25 5!
26A3! 42
31A35 22
36A4! 2
41A45 7
77
=igure 1. $urvey *eport
%nference5
The survey conducted shows that most of the respondents were of the age group of 20
2L years and the least respondents were of H10HL years.
2. *espondents of different gender.
RESPONDENTS NO% OF RESPONDENTS
MALE 86
FEMALE 64
78
=igure 2.$urvey *eport
%nference 5
This chart shows that mostly the male are more interested in branded products than the
female category.
7. 1hich are the favourite brandsK
FAVOURITE BRANDS NO% OF RESPONDENTS
LEVIS 4!
PEPE JEANS 13
WEST SIDE 12
79
SAMSUNG 1!
ADIDAS 28
NI"E 16
SONY 16
REEBO" 15
=igure 7.$urvey *eport
%nference5
%n this chart it is clear that the most li!ed brand is 8evis followed by Adidas which are
both apparel companies.
H. 1hy the brands are preferred by the respondentsK
80
PREFERENCE CRITERIA NO% OF RESPONDENTS
EUALITY 62
COMFORTABLE 42
STYLISH 23
RELIABLE 16
FEATURES 7
=igure H.$urvey *eport
%nference5
The brands li!e 8evis and Adidas and many more are li!ed by the respondents
because of the good &uality which shows a percentage of H1 and comfortable which
has a percentage of 2A.The brands are even li!ed because they are stylish,reliable and
because of its features.
81
L. =rom where you get the information about these brandsK
INFORMATION SOURCE NO% OF RESPONDENTS
NEWSPAPERS 32
TELEVISION 66
RADIO 6
INTERNET 1!
HOARDINGS 11
WORD OF MOUTH 25
=igure L.$urvey *eport
%nference5
The respondents said that they got the information of vthese brands from different
media li!e television,newspaper,radio,word of mouth,etc..According to the survey,
television has given information to HHO respondents,newspaper to 21L, through word
of mouth to 1?O respondents,from radio to HO,internet ?O,and last hoardings to ?O of
respondents.This shows that atelevision creates more impact on customers.
82
@. %f you are searching for information of a brand which media will you loo! forK
MEDIA PREFERENCE NO% OF RESPONDENTS
PRINT MEDIA 25
ELECTRONIC MEDIA 7
OTHER MEDIA 17
WORD OF MOUTH 2
=igure @.$urvey *eport
%nference
%n this chart the respondents have said about their preference of media to get
information about their brands.L7O have said that they prefer electronic media li!e
television,internet.1?O have voted for print media li!e newspapers,maga/ines 19O
83
said that they go with wordof mouth from friends,family,relatives,etc. and 11O choose
other media.
?. (o you rely on advertisementK
DO YOU RELY ON
ADVERTISEMENT
NO% OF RESPONDENTS
YES 58
NO 24
SOMETIMES 56
RARELY 12
=igure?.$urvey *eport
%nference
84
The respondents were as!ed whether they believe on advertisements.79O said that
they rely on advertisements and utili/e the information given,1@O said that they do not
believe,7?O said that they sometmes believe if they find the information rational,and
AO rarely believe.
A. (o you change your perception of a product by 3ust seeing the advertisementK
CHANGE OF PERCEPTION
DUE TO ADVERTISEMENT
NO% OF RESPONDENTS
YES 21
NO 52
SOMETIMES 5
RARELY 18
85
=igure A.$urvey *eport
%nference
%n this chart the respondents were as!ed if they change they thin!ing about a product
after seeing yhe advertisement.1HO respondents said that they change their perception
of a product after seeing the advertisement,7LO said that they do not change,79O said
that sometimes they change and 12O said that it is rarely that they change their
perception after seeing an advertisement.
9. (o you thin! advertisement is necessary for your decision ma!ingK
NECESSITY OF
ADVERTISEMENT IN
DECISION MA"ING
NO% OF RESPONDENTS
ALWAYS NECESSARY 36
86
SOMETIMES NECESSARY 88
NOT NECESSARY 26
=igure 9.$urvey *eport
%nference
%n the survey the respondents were as!ed how much they feel advertisement is
necessary in their decision ma!ing.2HO said that it is always necessary in decision
ma!ing,L9O said that advertisement sometimes plays a necessary part when they ta!e
a decision,and 1?O said that advertisemnet is not necessary in decision ma!ing .
1. 1hat are the factors which influence your decision ma!ing processK
FACTORS INFLUENCE NO% OF RESPONDENTS
87
DECISION MA"ING PROCESS
PRODUCT FEATURES 55
ADVERTISEMENT 2
COST 37
OPINION OF FRIENDS 2!
OTHERS
=igure 1.$urvey *eport
%nference
This chart shows what are the factors considering which a respondent will be
influenced to decide to buy a product.7?O said that the features of the product will
influence them,19O said that advertisemnet will influence them to decide as they will
get lots of information about the product,2LO said that the cost of the product ma!es
88
tham decide to buy a product,17O said that they will go by the opinion of friends and
rest @O said that there may be othrer factors which will influence them to decide
11. 1hat do you loo! for in an advertisementK
WHAT YOU LOO" FOR IN AN
ADVERTISEMENT
NO% OF RESPONDENTS
PRICE 5
BENEFITS 32
BRAND ENDORSERS 2!
OFFERS 18
EUALITY 21
89
=igure 11.$urvey *eport
%nference
%n the survey the respondents were as!ed what are the apspect that they see in an
ad..HO said that thay see the price,21O said that they see that benefits shown in tha
ad.,17O see the brand endorsers,12O see the offers given and 1HO see the &uality
tpof the product shown in the ad..This shows that in larger amount customers see the
price aspect when they see an ad ,
12. (o you purchase a product 3ust because your favourite celebrity is endorsing itK
DO IT YOU PURCHASE A
PRODUCT BECAUSE YOUR
FAVOURITE CELEBRITY IS
ENDORSING
NO% OF RESPONDENTS
YES 72
NO 5!
SOMETIMES 28
90
=igure12. $urvey *eport
%nference
%n this chart the &uestion as!ed to the respondents was if they purchase a product only
because their favourite celebrity is endorsing a particular product. =or this HAO said
that they purchase only because their celebruty is endirsing it,77O said that they do not
purchase because of the celebrity and 19 O said that sometimes they purchase it since
their favourite celebrity is endorsing it.This is clear that celebrity endirsement plays a
great part in the brand preference.
17. (o you purchase a product 3ust by getting attracted to the productK
91
DO YOU PURCHASE BY
GETTING ATTRACTED TO
THE PRODUCT
NO% OF RESPONDENTS
YES 45
NO 2
SOMETIMES 6!
RARELY 16
=igure17.$urvey *eport
%nference
According to the survey the 7O respondent said that they buy a product by getting
attracted to it,19O said that they do not buy by getting attracted ,HO said that
sometimes by getting attraced they buy the product and 11O said that rarely the get
attracted and purchase a product.
92
1H. 1hat are the factors in an advertisement which will ma!e you change your brand
loyaltyK
FACTORS WHICH CHANGE
BRAND LOYALTY
NO% OF RESPONDENTS
BENEFITS 35
VALUE FOR MONEY 5!
NEW FEATURES 28
DISCOUNT 1
WORD OF MOUTH 18
93
=igure 1H.$urvey *eport
%nference
The respondents were as!ed what are the reasons which will ma!e them change their
brand loyalty.27O said that the benefits of another product may ma!e them change
their brand loyalty,77O said that the value for money may ma!e them change,19O said
that new features in another prduct may compel them,17O said discounts offered by
another brands may ma!e tham swirtchers,and last word of mouth from friends and
family may ma!e them li!e another brand.Through this survey it is clear that in
comparison to other factors valur foe money plays a great role for customers to change
the brand preference.
1L. %f you hear the name of a brand through advertisement what do you recallK
WHAT YOU RECALL FROM
ADVERTISEMENT
NO% OF RESPONDENTS
MUSIC 56
TAG LINE 27
ENDORSERS 21
PRODUCT 26
BENEFITS 2!
94
=igure 1L.$urvey *eport
%nference
The respondents were as!ed what they can recall after they see or hear an ad..7AO of
the respondents said that they can recall the music which was played in the ad.,1AO
can remember the tag line,1HO they remember the brand endorser, 1?O can recall
only the product and 17 O they recall the benefits that were shown in the ad..This
ma!es it clearly evident that music in an ad. ma!es it possible for consumers to recall
the particular brand.
1@. 1hat are the things that should be highlighted in an advertisementK
WHAT SHOULD BE
HIGHLIGHTED IN AN
ADVERTYISEMENT
NO% OF RESPONDENTS
BENEFITS 35
TAG LINE 45
95
BRAND NAME 26
COMPANY NAME 18
ENDORSERS 12
PRODUCT FEATURES 14
=igure 1@.$urvey *eport
%nference
Through this chart it is shown what are the things that should be given more priorty in
an ad..27O of the respondents said that the benefits of a product should be
highlighted,7O said that the tag line should be highlighted so that the customers can
recall and their brand preference will increase,1?O said that tha brand name should be
highlighted,12O said that company name should be given more priority,AO said that
endorsers should be brought in the lime light,and rest 1O said that the features of the
product should be highlighted.=rom this survey we can say that ,tag line of a brand
should be brought in lime light so that brand preference of that particular prouct will
increase.
96
1?. %f a product is misinterpreted by your friend would you believe him or go on with
your own viewK
WHAT YOU DO IF A
PRODUCT IS MIS
INTERPRETED
NO% OF RESPONDENTS
BELIEVE MY FRIEND 3
GO WITH MY VIEW 63
REFER ADVERISEMENT 2
REFER INTERNET 1

=igure 1?.$urvey *eport.
%nference
The respondents were as!ed if their friend mis interprets a product what they will
do.2@O said that they will believe their friend and go with the product,H2O said that
97
they will analyse and go with their own view,19O said that they will refert advertisement
and rest 17O will refer internet to get the correct information.This shows that customers
are very conscious about a product and they will evaluate themselves and buy a
product.
1A. (o you prefer going to any store 3ust by seeing the offers on hoardings and
bannersK
DO YOU GO TO STORES BY
SEEING HOARDINGS AND
BANNERS
NO% OF RESPONDENTS
YES 75
NO 22
SOMETIMES 38
RARELY 15
=igure 1A.$urvey *eport
98
%nference
The respondents were as!ed if the go to stores by seeing the hoardings and
banners.LO of the respondents said that the see the banners and hoardings and go to
shop,1LO said that they do not shop by seeing the banners and hoardings,2LL said
sometimes they do,and 1L said that it rarely happens that they see and thaen go to
shop.Through this we come to !now that banners and hoardings showing that product
with its other facets creates brand awareness and also induces brand preference.
19. After you e<perience any product do you convey the message to others
>positiveQnegative6K
DO YOU CONVEY MESSAGE
AFTER YOU E&PERIENCE A
PRODUCT
NO% OF RESPONDENTS
YES 7
NO 26
SOMETIMES 33
RARELY 12
99
=igure 19.$urvey *eport
%nference
The respondents were as!ed if they convey word of mouth after they e<perience a
product whether it be positive or negative.L7O of the respondents said that they convey
word of mouth to their friends and family after they use a product,1?O said that they do
not do so,22O said that sometimes they do it if the product has some problem and AO
said that they rarely sRread word of mouth to any one.
2. 1hat is your response to repeated advertisement in TvQradioK
WHAT IS YOUR RESPONSE
TO REPEATED
ADVERTISEMENT
NO% OF RESPONDENTS
YES 68
NO 27
GET IRRITATED 36
CHANGE THE CHANNEL 1
100
F$29'* 2!% S9'1*: R*04')
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643*/.
21. How important is music in advertisementK
IMPORTANCE OF MUSIC IN
ADVERTISEMENT
NO% OF RESPONDENTS
VERY IMPORTANT 7
SOMETIMES IMPORTANT 38
101
NOT IMPORTANT 3!
=igure 21.$urvey *eport
%nference
%n this survey the respondents were as!ed how much they feel is music important in an
ad..LHO of the respondents said that music plays an important role in
advertisemnets,2@O said that sometimes its important and 2O said that music is not
important in ads..This survey proves that music in an ad boosts the &uality of an ad.
and also it creates a positive impact on brand prference.
102
22. (o you refer 9oogle search before ma!ing purchasing decisionK
DO YOU REFER GOOGLE
SEARCH BEFORE
PURCHASING
NO% OF RESPONDENTS
YES 82
NO 25
ALWAYS 27
RARELY 16
=igure 22.$urvey *eport
%nference
103
%n the survey the respondents were as!ed do they refer google search before
purchasing a product.LHO said that they refer google search to find about the product
before purchasing it.This also brings in light that now a days people are technologically
aware and do search before they buy.1?O said that they do not go for google
search,1AO said that always what ever be the product they refer internet before they
purchase, and 11O of the respondents rarely do that if the product is of very
importance.
27. 1hat are the aspects you loo! for in internet for information on your preferred
brandsK
ASPECTS YOU LOO" FOR IN
INTERNET
NO% OF RESPONDENTS
PRODUCT FEATURES 75
DEALER NETWOR" 2
PRICE 32
DELIVERY 14
104
=igure 27.$urvey *eport
%nference
The respondents who refer internet werev as!ed what aspect thay loo! for in ainternet
about a brand or a product.LO of the respondents said that the refer internet to !now
about the product features,19O said they loo! for dealer networ!
2H. (oes the internet advertisement in the website create brand awarenessK
DOES INTERNET
ADVERTISEMENT CREATE
BRAND AWARENESS
NO% OF RESPONDENTS
YES 78
NO 22
SOMETIMES 35
RARELY 15
105
=igure 2H.$urvey *eport
%nference
%n this survey L2O of the respondents said that internet creates brand awareness,1LO
said that it does not create brand awareness,27O said that it sometimes creates brand
awareness,1O said that rarely it does so.This shows that internet really creates brand
awareness
2L. (o you thin! internet is the most reliable source of informationK
IS INTERNET A RELIABLE
SOURCE
NO% OF RESPONDENTS
YES 82
NO 41
106
SOMETIMES 27
=igure 2L.$urvey *eport
%nference
LLO said that internet is a very reliable source.this means that customer's believe in
internet advertisemnet which will help in creating good brand preference.
2@. Have you ever online shoppingK
HAVE YOU DONE ON LINE NO% OF RESPONDENTS
107
SHOPPING
YES 77
NO 35
SOMETIMES 24
RARELY 14
=igure 2@.$urvey *eport
%nference
L2O have said that they have done on line shopping.This means that customer's rely
on internet information about the products and also they do on line shopping.
108
2?. (id you visit company's website before purchasingK
DO YOU VISIT COMPANY#S
WEBSITA BEFORE
PURCHASING
NO% OF RESPONDENTS
YES 61
NO 8
=igure 2?.$urvey *eport
%nference
The respondents were as!ed if they visit company's website before they purchase.H1O
said that they visit company's website before they purchase and L9O said that they do
not visit. This shows that though they do not visit company's website they visit other
search engines to !now about the product.
109
FINDINGS
The most preferred brand is 8evis with HA respondents out of 1L
respondents.
@2 respondents prefer their brands because of its &uality.
@@ of the respondents ac&uire information about their brands from
television.
?9 respondents said that they would prefer electronic media than any
other media to get information about a brand.
LA respondents said that they rely on advertisement which shows that
advertisement is important.
L9 respondents said that sometimes they change their perception of a
brand by seeing an advertisement.
LL respondents have said that product features influence their decision
ma!ing process.
L9 respondents out of 1L said that they loo! for the price of a product in
an advertisement.
?2 respondents said that they purchase a product because their favourite
celebrity is endorsing it.
110
L respondents said that value for money shown in an ad ma!es them
change their brand loyalty.
1hen it was as!ed what they recall after seeing or hearing an ad L@
respondents said music.
HL respondents said that the tag line should be highlighted in an
advertisement.
?L respondents have said that they go to the stores by seeing the
hoardings and banners.
?9 respondents said that they spread word of mouth after e<periencing a
product.
?9 respondents said that music is very important in an advertisement.
A2 respondents said that they refer google search before purchasing a
product.
?A respondents said that internet advertisement really creates brand
awareness about a product.
A2 respondents said that internet is a reliable source for collecting
information about a brand.
?? respondents said that they have done on line shopping.
A9 respondents said that they do not refer company's website before
purchasing.
111
CONCLUSION
According to this study, it has found out that people notice advertisements
and the awareness level of the brand is good only because of
advertisements.
#ased on this study % would say television advertisements have more
reach to the people.-ustomers prefer television in comparison to other
media since they get both the audio and visual effects .This also proves
that customer's rely on advertisements shown in media
-ustomers of the age group of 202L are more interested in
advertisements and brands.
The customers li!e branded products because of the &uality it possesses..
=or an advertisement to be effective the price, the music and the tag line
should be highlighted. These three aspects create a great impact in brand
preference.
Hoardings and banners also create brand awareness of a product and are
important to increase brand preference.
The customer's also spread word of mouth after they use a product.
This survey also ma!es it clear that customer's>especially of the younger
generation6 refer internet before they purchase and they search for the
product features shown in internet advertisements.
112
S922*/)$4(/
-ompanies should research continuously for &uality improvement.
(evelop more effective advertising campaigns
113
Advertising messages should both be persuasive and reminder0oriented. .
-omparative advertising is useful in this regard.
Television combines motion, sound, and special visual effects for
which it is the most preferred media for advertisements.
To employ integrated advertising of their product.
More budgets could be devoted to T. adverts in view of the
consumers'.
A00*(+$C
MAGNUS SCHOOL OF BUSINESS
BANGALORE
)ame5
-ontact )o.5
Address5
9ender5
Age 5
1. 1hich are your favourite
brandsSSSSSSSSSSSSSSSSSSSSSSS...................................
2. 1hy do you prefer these
brandsSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS..
7. =rom where did you get the information about these brands
o )ewspapers
o Television
o *adio
o %nternet
o Hoardings
o 1ord of Mouth
114
H. %f you are searching for information of a brand which media will you loo! to
o ;rint media
o 2lectronic media
o +ther media
o 1ord of mouth
L. (o you rely on advertisementK
o :es
o )o
o $ometimes
o *arely
@. (o you change your perception of a product by 3ust seeing the advertisementK
o :es
o )o
o $ometimes
o *arely
?. (o you thin! advertisement is necessary for your decision ma!ingK
o Always necessary
o $ometimes necessary
o )ot necessary
A. 1hat are the factors which influence your decision ma!ing processK
o ;roduct features
o Advertisement
o -ost
o +pinion of friends
o +thers
9. 1hat do you loo! for in an advertisementK
o ;rice of the product
o #enefits of the product
o #rand endorsers
o +ffers
o Tuality of the product
1. (o you purchase a product 3ust because your favorite celebrity is endorsing itK
o :es
115
o )o
o $ometimes
11. (o you purchase a product 3ust by getting attracted to the advertisementK
o :es
o )o
o $ometimes
o *arely
12. 1hat are the factors in an advertisement which will ma!e you change your brand loyaltyK
o Benefits
o Value for money
o New features
o Discount
o or! of mout"
17. %f you hear the name of a brand through advertisement what do you recallK
o The music
o The tag line
o The endorsers
o The product
o The benefits
1H. 1hat are the things according to you should be highlighted in an advertisementK
o The benefits
o The tag line
o The brand name
o The company name
o The endorsers
o The product features
1L. %f a product is misinterpreted by your friend would you believe him or go on with your viewK
o #elieve my friend
o 9o with my view
o *efer advertisement
o *efer internet
1@. (o you prefer going to any store 3ust by seeing the offers on hoardings and bannersK
o :es
o )o
o $ometimes
o *arely
116
1?. After you e<perience any product do you convey the message to others >positiveEnegative opinion6K
o :es
o )o
o $ometimes
o *arely
1A. 1hat is your response to repeated advertisement in TvEradioK
o :es
o )o
o 9et irritated
o -hange the channel
19. How important is music in an advertisementK
o .ery important
o $ometimes important
o )ot important
2. (o you refer 9oogle search before ma!ing purchasing decisionK
o :es
o )o
o Always
o *arely
21. 1hat are the aspects you loo! for in internet for information on your preferred brandsK
o ;roduct features
o (ealer networ!
o ;rice
o (elivery
22. (oes the %nternet Advertisement in the website create brand awarenessK
o :es
o )o
o $ometimes
o *arely
27. (o you thin! internet is the most reliable source of informationK
o :es
o )o
o $ometimes
2H. Have you ever done online shoppingK
o :es
o )o
o $ometimes
117
o *arely
2L. (id you visit company's website before purchasingK
o :es
o )o
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118
GLOSSARY
A+1*')$/$(2
;romotion of a product, service, or message by an identified sponsor using paid0for
media.
B,((*' A+1*')/
Adverts on web pages used to build brand awareness or drive traffic to the advertisers
own website.
B',(+
The set of physical attributes of a product or service, together with the beliefs and
e<pectations surrounding it 0 a uni&ue combination which the name or logo of the
product or service should evo!e in the mind of the audience.
C430,',)$1* A+1*')$/$(2
119
Advertising which compares a company"s product with that of competing brands. Must
be used with caution to avoid accusations of misrepresentation from competitors.
C430*)$)$4(/
$ales promotions that allow the consumer the possibility of winning a pri/e.
C430*)$)$1* A+1,(),2*
The product, proposition or benefit that puts a company ahead of its competitors.
C430*)$)4'/
-ompanies that sell products or services in the same mar!et place as one another
C4(/93*'
%ndividual who buys and uses a product or service
C9/)43*'
A person or company who purchases goods or services >not necessarily the end K
consumerK6
.C9/)43*' L4:,7):
=eelings or attitudes that incline a customer either to return to a company, shop or
outlet to purchase there again, or else to re0purchase a particular product, service or
brand.
C9/)43*' S,)$/=,6)$4(
The provision of goods or services which fulfil the customerKs e<pectations in terms of
&uality and service,
in relation to price paid
E(+4'/*3*()
Affirmation, usually from a celebrity, that a product is good
M,'D*)$(2
Mar!eting is the management process responsible for identifying, anticipating and
satisfying customer re&uirements profitably. -%M"s official definition.
M,'D*)$(2 M$C
The combination of mar!eting inputs that affect customer motivation and behaviour.
These inputs traditionally encompass four controllable variables "the H ;s"5 product,
120
price, promotion and place. The list has subse&uently been e<tended to ? ;s, the
additions being people, process and "physical evidence".
O5<*6)$1*/
A company"s defined and measurable aims for a given period.
P,6D,2$(2
Material used to protect goodsG also an opportunity to present the brand and logo.
P4/$)$4($(2
The creation of an image for a product or service in the minds of customers, both
specifically to that item and in relation to competitive offerings.
P'434)$4(,7 M$C
The components of an individual promotional campaign, which are li!ely to include
advertising, personal selling, public relations, direct mar!eting, pac!aging, and sales
promotion.
E9,()$),)$1* R*/*,'68
Mar!et research that concentrates on statistics and other numerical data, gathered
through opinion polls, customer satisfaction surveys and so on. -ompare "&ualitative
research"
.
S,307$(2
The use of a statistically representative subset as a pro<y for an entire population, for
e<ample in order to facilitate &uantitative mar!et research.
S04(/4'/8$0
$pecialised form of sales promotion where a company will help fund an event or
support a business venture in return for publicity
S),D*847+*'
W4'+ 4= M49)8
The spreading of information through human interaction alone.
121