Professional Documents
Culture Documents
Role of Advertisement Effectiveness Among The Neha
Role of Advertisement Effectiveness Among The Neha
PROJECT REPORT ON
"Role of the Advertisement
Effectiveness Among the youth"
Submitted in the partial fulfillment of the requirement for the award of the degree
of
MASTER
OF
BUSINESS ADMINSTRATION
(MBA)
2005-2007
1
HINDUSTAN INSTITUTE OF
MANAGEMENT & COMPUTER
STUDIES, FARAH (MATHURA)
(U.P. TECHNICAL UNIVERSITY)
ACKNOWLEDGEMENT
(NEHA CHATURVEDI)
2
DECLARATION
I Neha Chaturvedi student of MBA here by declare that the project entitled
my original research work and my indebtness of the record and the executive of
Neha Chaturvedi
Date :
Place :
3
CONTENTS
1. Chapter One
Objectives of Research
2. Chapter Two
3. Chapter Three
Research Methodology
4. Chapter Four
Graphical Representations
5. Chapter Five
Findings
Recommendations
Limitations
6. Chapter Six
Bibliography
Questionnaire
4
5
Objectives Of The Study
6
7
INTRODUCTION
Advertising media such as cable television and direct mail are often viewed
as “niche” media because they reach a narrowly defined audience with
unique demographic characteristics or special interests. With 54 or more
cable channels available in 62.1 percent of U.S. wired cable subscriber
households in 2000, for example, audiences can tune in to CNN for
continuous coverage of events around the world, to Home & Garden TV for
information on home improvement, or to Cartoon Network for children's
programming. Direct mail, the second largest advertising medium in the
U.S. in 2001, offers more flexibility in terms of precision targeting and
content customization. Direct mail can be used to reach almost every
consumer with personalized messages.
10
An analysis of each element of this American definition follows:
Non Personal: This phrase excludes any form of personal selling, which
is usually done on a person-to-person or a people-to-people basic. If it is a
person-to-person presentation, it is not advertising.
11
5) The communication is speedy, permitting an advertiser to speak to
millions of buyers in a matter of a few hours.
6) Advertising is identified communication. The advertiser signs his
name to this advertisement for the purpose of publicizing his
identify.
Advertising is only one element of the promotion mix, but it often takes
special prominence in the overall marketing mix design. Because of tis
high visibility and pervasiveness, it is an important social and economic
topic in Indian society.
12
Main Ideas in the definition:
14
Types of Advertising
TYPES OF ADVERTISING
Demand
Geographical
Target Group Influence
spread
Level
Institutional or
Direct or Indirect
Product
Advertising
Advertising
1) Geographical Spread
15
On the basic of geographical spread, advertising can be classified
as a) national b) local and c) global
16
channel members, such as whole sellers or retailers
are called the trade advertising.
(d) Professional Advertising: There are certain
product for which the consumers themselves are not
responsible for the buying choice. The classic
examples are pharmaceuticals where the decision is
the made by the doctors while the consumers are
the patients.
17
Techniques of Advertising
a) Interactional Advertising
b) Transformational Advertising
19
working, because emotions are internal and personal things that
people will not express immediately.
The advertising featured scary, black and white image and the
apprehension of the wife. A series of shots depicting a middle-aged man
being rushed to the hospital and wheeled into the operating room after he
has had attack while his panic-stricken wife waits fearful, drove home the
message, “There are many things in your husband’s life that you cannot
control; Saffola: It’s your life insurance”. This advertisement struck up an
immediate association with safety and relief.
20
cricketers Mohammed Azharuddin and Ajay Jadeja in the advertising
drinking Pepsi during sleeping, eating and playing. The punch line
appeared “Drink Pepsi, Eat Pepsi, Sleep Pepsi”. In the counter
advertisement Thums-up showed two monkeys eating bananas and
sleeping with the cricket bat. The punch line appeared “Don’t be a bunder,
taste the thunder”.
22
Humorous Advertising: Humor in the advertisement is normally kept in
order to create a light, jovial and lively kind of an atmosphere around the
customer‘s mind. This is done because after a hard day’s work, the
normal tendency of human beings is to relax. An emotional or an
informative kind of an advertisement would be too stressful for a person to
imbibe.
Dabur has brought in different flavor in the market fruit juice. E.g.
Mango, Pineapple, Orange, Mixed Fruit etc. All these are in
different packages i.e. 500 ml, 1000 ml, etc.
Similarly, as more and more women are working. Dabur has come
out with “Dabur Homemade”.
Godrej and Kissan’s Tomato Puree has hit the market catering to
this need in mind.
Reckitt & Coleman own Dettol Soap. Dettol’s “100% bath” implies a
“germ-free bath”.
Tortoise Mosquito Coil used fun positioning for a long time, because
the product is seen as somewhat harmful to breathing.
24
Firstly, to claim to be “100% strong”, “100% safe” or even “100% product”,
the product should be superlative; otherwise the positioning cannot be
sustained in the long run.
25
Celebrity Advertising: Another trend, which has made its remarkable
presence felt in advertising, as the awareness model or famous
personalities or celebrities in their respective fields. They are much used
in advertisement either to lure the rural people in buying a particular
product or in forcing to buy such products, which are endorsed by the
celebrities. This is also called endorsement advertising. It is also used in
portraying that a particular product is best in quality because a person
which also very well known in his/her field endorses it. The impact of
these stars in advertisement, which the company to increase the sale.
Saif Ali Khan and Shahrukh Khan (two famous actors of Indian
Cinema) showing a product Clinic All Clear Shampoo with the
punch line Dho Dala (i.e. washed out). They have left their
counterparts far behind in the film industry, likewise, this
shampoo also the best in quality and is way ahead of the other
brands of shampoo.
Srivedi (the famous Indian Actress) endorsed Agni Tea where
she portray a character of a woman who is very strong in the
role of a police inspector and at the same time is very much
attached to her family. Here, this advertising depicted that, as
Sridevi is very strong as a police inspector, similarly, the tea is
also very strong which gives lot of energy and freshness.
Sachin Tendulkar endorses Boost Nutritious Milk flavor. It is a
competitor of Cadbury’s Bournvita. The advertisement shows
that after drinking Boost, Sachin Tendular plays very good
cricket and then comes the punch line: “Boost is the secret of
my energy”. The advertisement is mainly aimed at young boys
26
who are aspiring to become like Sachin Tendulkar and lead
India to glory.
According to Arun Adhikary, Executive Director, HLL, there are
two fundamental reasons for using stars in LUX advertising.
Firstly, the icons of beauty and glamour were chosen to
represent the brand, such that, the massage conveyed was of
smoother and beauty star of Raveena Tandon, Karishma
Kapoor etc. Secondly, it provided escape as well as the
women from their daily routine. This was done by the “feel
different, look good” factor.
Nowadays, the pulse polio advertisements are also being made attractive
by soliciting the services of film star Amitabh Bachchan, Shahrukh Khan
and Aishwarya Rai in educating the people to give polio drops to infants.
They try to drive home the message that the oral polio vaccines are
perfectly safe and necessary. And it is just a matter of two drops, through
27
which the parents can make the life of their child secure. According to Dr.
Kanchan Prateek, the government also makes sure that all the concerned
parents do not find any problem in getting leave to those days, no matter
whichever organization they are working for, because of all these things
the infant mortality rate has gone down dramatically.
Firstly, the sale of a product will depend on the number of units sold.
28
The advertisement of Sunsilk Shampoo shown by HLL portrays that
the shampoo contains essential oils from flower extracts and Vitamin
E, which would deeply penetrate each hair stand and moisturize the
dry hair right to its tip.
Firstly, this advertisement suggests that shampoos should be used
according to the condition or type of hair that a person has i.e. hair is
classified into dry, normal and oily groups.
29
Merits of Advertising
30
Demerits of Advertising
Product proliferation.
Barriers to entry.
Mis-representation of facts.
Injurious to health.
Morally degrading.
31
Six Types of Advertising And How To Use Them
Not every business will use all six types of advertising. Which type you use
will depend on what your message is and the end result you wish to
accomplish.
If you are a new company you may want to begin by establishing the
company name first and the products and services later. This also works
for company name changes. In the 1980's I worked with a video chain in
San Diego, California called Video Library. Our advertising strategy was to
promote the company name rather than promote the movies we rented.
We placed small box ads (about 1.05"x 1.5") throughout the San Diego
daily paper that simply said, "Video Library - xx Locations" We started in
32
1980 with four stores and by 1985 we had 43. Video Library was the most
recognized name in video in San Diego at that time.
Instead of using the established name "Tide®", they created a new name
that became just as strong in dish washing, "Cascade®." Ivory Soap®.
When you hear the name alone, you know the product. Kraft®, on the
other hand, has a bunch of products, but only one true winner.
Philadelphia Cream Cheese® has about 70% of that market. Also notice,
the Kraft name is hardly noticeable on the package. Their Velvetta® brand
of cheese might be another winner. Kraft makes jams and jellies,
Smuckers is number one. Kraft makes their own brand of mayonnaise, but
Hellman's® is number one. Are you starting to get the picture? Kraft also
makes another successful brand name, "Miracle Whip®."
33
Do you see how ridiculous that sounds? It flies in the face of our
perception of Pennzoil® as an oil product. It's dramatically out of place as
a cake mix. There is nothing stronger than a good brand name. If you
develop one, put is everywhere you can afford to.
Their are some pitfalls to be careful of when dealing with co-op advertising.
Every company wants their business portrayed in the best possible light.
To that end, they will be very strict about how and where you place your
advertising. Before the ok the co-op money, they will want to approve all
ad copy, pictures, size, placement and use of logos. If you place an ad
without approval you run the risk of violating one of the guidelines and
absorbing the entire cost of the ad.
The media you choose will want payment for the ad within a month at the
most. You may not receive your co-op money for several months. Make
sure you get reimbursement procedures in writing and can live with them.
35
Some of the downsides of PSA's. Don't expect to see your ad on "er" or
some other prime time show. PSA's are often placed in off times. I don't
want to paint everyone with a broad brush here. Some media are better
than others. Just because you request a PSA, doesn't mean you'll get it.
Media has a limited amount of space or time for PSA's.
You might get a break if you are currently advertising in the media of
choice. It might also help if your organization buys a small amount of time
or space to run with your PSA's.
36
Advertising Themes & Appeals
Advertising Themes
The advertisement is built around a core idea; for instance Liril soap
advertising is built around the freshness concept. This central or core
ideas runs through the whole copy. The core idea is thus the theme of
advertisement. The theme is a specific appeal and is an important unit of
content analysis. Several attempts have been made to classify the
advertising themes for different product groups.
Informative theme: The theme basically informs about the product. All of
you must have seen the informative themes of a ad copies of no-frost
fridges and micro-wave oven these days.
37
goes beyond the product features. Philips recently announced that it is the
company that gave the world the picture tube.
New product, service, scheme or idea: The new product launches exploit
these themes, e.g., launch of an anti-ulcer product like Ranitedence or
credit cards.
The advertising themes are based on our knowledge of the market. The
target audience, the product features, and the types of appeals, which
motivate to target audience.
38
Advertising Appeals
39
ADVERTISING STRATEGIES
Advertising should not be done just for the sake of advertising. A company
has to first understanding its real need for advertising. There are lots of
differences in the need for advertising by a public sector company, a
private sector company and foreign multinational. Each has its own niche
in the industrial world and different clienteles it caters to. Hence
advertising, perforce, is dictated by its inherent need and the clientele
whose attention is wants to grab.
The four major players – Maruti Suzuki, Ford, Hyundai and mItsubishi –
are always seen. Today, advertising is a very important medium for these
companies to tom-tom their virtues and excellence over their rivals. If
Ambassador and Fiat had shrinking volumes because bigger players with
fancy cars entered the market, Maruti, too, was hit by the liberalization
process and lost its virtual monopoly in the small car segment. The
solution: it needs to do aggressive advertising.
In advertising the cost and objective often have to marry well. Then you
have a powerful and well laid-out strategy. For FMCG companies like
Hundustan Lever, Proctor and Gamble, Samsung, LG, Godren or Philips,
advertising is a backbone supplementing their aggressive marketing
strategies. Again we have the auto-majors like Ford, Hyundai, GM an
Maruti indulging in aggressive marketing and advertising strategies to
corner a big chunk of the market pie of the products.
Big players have their pockets deeply lined and can afford the high cost of
sustained advertising. Small players cannot. So choosing the medium of
advertising becomes important. Print media, TV and ad films for the big
fish. But there are no hard-and-fast rules. Companies are looking at
newer options for advertising, as costs are constantly escalating for the
most popular forms of advertising.
42
Advertising Effectiveness of Media (Conventional / Internet)
a) Reach
b) Frequency
c) Continuity
43
frequency may differ for different set of households the average frequency
is
a. Media Factors
b. Marketing Factors
c. Message or Creative Factors
b) Numbers of Media Used: The fewer media are used, the lower
the level of frequency required.
45
advertising effectiveness at a decreasing rate but with no
evidence of decline.
2. Although there are general principles with respect of frequency of
exposure and its relationship to advertising effectiveness,
differential effects by brand are equally important.
3. Since one exposure is usually in effective, the central goal of
productive media planning should be to enhance the frequency
rather than reach.
4. One exposure of an ad to a target group within a purchase cycle
has little or no effect in more circumstances.
5. The data strongly suggest that an exposure frequency of two
within a purchase cycle is an effective level.
The media buyer typically uses a numerical indicator (GRP) to know how
many potential audience members might be exposed to series of a
commercial:
RESEARCH :
Advanced learner
define research as “ a careful investigation or inquiry specially through
search for new facts in any branch of knowledge”
RESEARCH PROBLEM :
In today”s
world, what is the impact of advertisement on young generation
and the living standards of people.
ROLE OF RESEARCH :
To find out the role of brand personalities in moulding the behavioral pattern.
48
SAMPLING PLAN
SOURCES OF DATA :
All the sources of data used in this study are primary source of
data.
Sampling size : 50
49
50
Graphical Representations
5.0%
Yes
No
95.0%
51
Q.2 Do you give full attention on the advertisement?
26.0%
Yes
No
74.0%
52
Q.3 Media you are using more to see the advertisement is?
Any Other
2%
10%
Internet
19%
Print Media
62%
Video Media
Audio Media
9%
53
Q.4. Which types of advertisement you prefer?
20%
19%
0%
Emotional Comparative Infomative Health & Celebrity Other
Hygiene
54
Q.5 Advertisement have been faced by you daily is ?
12%
49%
40%
15 - 30 30 - 50 50 onwards
55
Q.6. Do you satisfied with the performance / quality of product which is
seen by advertisement
62%
80%
60%
38%
40%
20%
0%
Yes No
56
Q.7. In the break of serials / movies / cricket match, do you pay attention
of the advertisement?
80% 66%
60% 34%
40%
20%
0%
Yes No
57
Q.8. When you are going to purchase any products, you think about the
advertisement of that particular product.
Yes
81%
58
Q.9 Have you ever purchased the products which are shown in the
advertisement?
60%
21%
40%
20%
0%
Rarely Mostly
59
Q.10. In your opinion which media of advertisement is better
60%
29%
40%
20%
0%
Conventional Internet
60
61
Findings
print media.
in a day.
62
7. When you see the movies, then give the break, the mind of
Magazines etc.)
63
Suggestions
of right advertisement.
64
LIMITATIONS
Some limitation come in the way of every. These limitations depend upon
This survey has some limitations. The main limitations which come in the
applied.
• The survey has been conducted in the Agra city, which is smaller
with the respondents & the question had to first explain clearly to
respondents.
65
66
BIBLIOGRAPHY
1. Websites
www.google.com
www.
2. Books
3. Magazines
4. News Papers
67
Questionnaire
Q.3 Media you are using more to see the advertisement is?
68
Q.5 Advertisement have been faced by you daily is ?
Q.7. In the break of serials / movies / cricket match, do you pay attention
in the advertisement?
Q.8. When you are going to purchase any products, you think about the
advertisement of that particular product.
Q.9 Have you ever purchased the products which are shown in the
advertisement?
69