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Project Report on Advertising Effectiveness

Uploaded by Saikat Ganguly on Nov 12, 2010

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Advertising
Sales
Promotion (Marketing)
Mass Media
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Project
Report on
Advertising
Effectiveness
[Advertising/S
ales
Promotion/Sa
lesManageme
nt]
ADVERTIS
ING
EFFECTIVE
NESS
CONCEPTUAL
STUDY OF
PROMOTION
MIX
People no
longer buy
shoes to keep
there feet
warm and dry.
They buy them
becauseof the
way the shoes
make them feel
masculine,
feminine,
rugged,
different,sophi
sticated,
young,
glamorous,
"in" buying
shoes has
become an
emotionalexpe
rience . Our
business now
is selling
excitement
rather than
shoes. - Francis
C.RooneyMode
rn marketing
calls for more
than developin
g a good
product it
attractively
andmaking it
accessible to
target
customers.
Companies
must also
communicate
withtheir
present and
potential
customers.
Every
company is
inevitably cast
into the role
of communicat
or and
promoter.Wha
t is
communicated
however
should not
be left to
change. To
communicateef
fectively;
companies hire
advertising
agencies to
develop
effective ads;
sales promotio
n specialists to
design sales
incentive
programmes
and public
relations
firmsto
develop the
corporate
image. They
train their
sales people to
be friendly
andknowledge
able. For most
companies, the
question is
not whether to
communicate
butrather what
to say,
to whom.Prom
otion
influences
demand by
communicatin
g product and
company
message tothe
market. A
promotion
Techniques
involves
the co-
ordination of
all
communicatio
nefforts aimed
at a specific
audience;
consumer and
shareholder.
The most
critical promot
ional question
is the proper
mix of
advertising,
personal
selling,
sales promotio
n and publicity.
The promotion
mix is usually
co-ordinate on
a campaign bas
is; taking the
campaign may
efforts include
a total
campaign with
one
unifiedtheme.
All promotion
messages tie in
to this theme
in one way or
the the, rather
thanconflicting
with it.
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 ADVERTIS
ING
The word
Advertising
has its origin
from a Latin
word
Adventure
which
meansto turn
to. The
dictionary
meaning of the
word is to
announce
publicity or to
give public
concerned to a
specific thing
which has
been
announced by
the
advertiser pu
blicity in order
to inform and
influence them
with the ideas
which
theadvertisem
ent carries.
In business
world the
terms in
mainly
used with
reference
toselling the
product of the
concern.The
advertising, as
Jones defines
it is "a sort
of machine
made mass
productionmet
hod of selling
which
supplements
the voice
and personalit
y of the
individualsales
man, such as
manufacturing
the
machine suppl
ements the
hands of
thecraftsman."
It is thus
a process of
buying/sponso
r/identified
media space or
time inorder to
promote a
product or an
idea. From a
careful
scrutiny of the
above
definition,the
following
points
emerge:Advert
ising is a paid
form and
hence commer
cial in nature.
This any
sponsoredcom
munication
designed to
influence
buyer behavior
advertising.Ad
vertising is
non-personal.
Unlike
personal
selling,
advertising is
done in
a non- persona
l manner
through
intermediaries
or
media whateve
r the form of
advertisement(
Spoken,
written or
visual). It is
directed at a
mass audience
and not
directed at
theindividual
as in personal
selling.Adverti
sing promotes
idea, goods
and
services. Altho
ugh most
advertising is
designedto
help sell goods,
it is being used
increasingly to
further public
interest goals.
Advertising is
identifiable
with its
sponsoring
authority and
advertiser. It
discloses
or identifies
the source of
opinions
and ideas.Adve
rtising thus is
:1. Impersonal
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2
.A
communicatio
n of ideas.3.
Aimed at mass
audience4. By a
paying
sponsor.The
two forms of
mass
communicatio
n that are
something
confused with
advertisingare
publicity and
propaganda.
If we eliminate
the elements of
the "paying
sponsor"(The
paid
requirement)
we would have
the element of
publicity left
: For publicity
istechnically
speaking,
advertisement
without
payment. In a
similar
manner.
If weeliminate
the
requirement of
an "identified
sponsor",
the resulting
communicatio
n
is propagandis
tic.It is
important
for us to
emphasize that
advertising
may involve
the
communicatio
n of ideas or
goods of
service. We are
all aware
that advertisin
g attempts to
sell goods
andservices.
But we may
overlook
the more
important fact
that it often
sells
ideas.Advertisi
ng may
persuade with
information; it
may
persuade with
emotion:
morefrequentl
y, it endeavors
to
persuade with
some mixture
of both.
(1)
Electronic
Media
Advertisers
use two types
of media to
reach target
consumers
over the
airwaves;
radioor T.V.
(A) Radio :
Advertisers
using the
medium of
radio may also
be classified as
National or
Localadvertise
rs. The radio is
a prominent
vehicle of
advertising in
our country
andaccounts
for a large sum
of the total
advertising
budget.The
radio serves
principally
local rather
than national
or large
regional
markets.
Manysmall
advertisers use
the radio. So
do some large
organizations.
When T.V.
became a
factor in the
advertising
scene, some
industry
observers felt
thatradio
advertising
might become
insignificant or
even
disappear. This
has not been
so,for radio
operators have
responded to
the challenge
by offering
programmes
thatfeatures
music etc.
which appeal
to local
audience
consumers
have
responded
veryfavorably
to this
approach.
Moreover TV
does not have
 much coverage
in our country.
B) Television :
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APROJECT
REPORT
ON
BrandPr
eference
Of Mobil
ePhones
Among
Ghaziab
ads
CollegeS
tudents
Submitted
TO:Prof.
Shruti Dwiv
edi
Submitted
By:
Bulbul
SharmaRoll
No.- PGDM-
08/012Ajay
Kumar Garg
Institute
of Managem
entGhaziaba
d, U.P.

CERTIFICAT
E
This is to
certify that
Bulbul
Sharma,
student of
Ajay Kumar
Garg
Instituteof M
anagement h
as completed
her project
on the topic
of
BrandPrefe
rence of Mobi
le Phones Am
ong Ghaziaba
ds College St
udents
under the su
pervision an
d guidance of
Mrs. Shruti D
wivedi
Facultymemb
er of
AKGIM.To
best of my
knowledge
the report is
original and
has not been
copied
or submitted
anywhere
else. It is an
independent
work done by
him.
(Prof.
Shruti
Dwivedi)
ACKNOWLE
DGEMENT
When I
embarked this
project, it
appeared to
me as onerous
task. Slowly
as
I progressed I
did realized
that I was not
alone after
all.I wish to e
xpress my gr
atitude to
Dr. Anoop Pa
nt
, director,AKG
IM,Mr.Sunil
Garg and Prof
Kamal Kumar
Gupta,
Program co-
ordinator
whohave
extended
their kind
help,
guidance and
suggestion
without
which itcould
not have been
possible for
me to
complete this
project
report.My
sincere
thanks to my
all entire
faculty
members Dr.
Vidhi
Agrawal,
CA Neeta
Sahu and all
staff
members for
offering me
all kinds of
support
andhelp in
preparing the
project.I am
deeply
indebted to
my guide
Prof. Shruti
Dwivedi
for not only
her valuable
and
enlightened,
guidance but
also for
the freedom
she rendered
meduring this
project work.I
am thankful
to my group
member Arpit
Dwivedi,
Deepak Tyagi,
PoojaPandey,
Sachet Kumar,
Vaibhav
Agarwal
and other
classmates, w
ell-
wisherswho
with their
magnanimou
s and
generous
help and
support
made it
arelative
easier
affair.My
heart goes
out to my
parents who
bear with me
all the trouble
I causedthen
with smile
during
the entire
study period
and beyond.

Bulbul
SharmaStudent
 ManagerPGDM-
08/012AKGIM
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