A

SYNOPSIS REPORT
ON
ADVERTISING ACTIVITIES
AT
BHARATI AIRTEL LTD
Submitted
By
KASULA SAIS AGAR GOUD
H.T.NO: 1302-18-672-195
PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE
AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

Department of Business Administration

AURORA’S PG COLLEGE
RAMANTHAPUR
(Affiliated to Osmania University)
2018-2020
INTRODUCTION
Advertising is a form of communication intended to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon products, ideas, or services. It includes the name
of a product or service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. These messages are usually paid
for by sponsors and viewed via various media. Advertising can also serve to communicate an
idea to a large number of people in an attempt to convince them to take a certain action.

Commercial advertisers often seek to generate increased consumption of their products or

services through branding, which involves the repetition of an image or product name in an effort
to associate related qualities with the brand in the minds of consumers. Non-commercial
advertisers who spend money to advertise items other than a consumer product or service include
political parties, interest groups, religious organizations and governmental agencies. Nonprofit
organizations may rely on free modes of persuasion, such as a public service announcement.

Modern advertising developed with the rise of mass production in the late 19th and early 20th
centuries. Mass media can be defined as any media meant to reach a mass amount of people.
Different types of media can be used to deliver these messages, including traditional media such
as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as
websites and text messages.

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. Some of the commonly used media for advertising
are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings etc. As a result of
economic liberalization 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 brand-building
through effective communication and is essentially a service industry. It helps to forms the basis
of marketing. Advertising plays a significant role in today's highly competitive world. A career
in advertisement is quite glamorous and at the same time challenging with more and more
agencies opening up every day. Whether its brands, companies, personalities or even voluntary
or religious organizations, 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 quite high and if you
have the knack for it one can reach the top. It is an ideal profession for a creative individual who
can handle work-pressure. Today, new areas are emerging within advertising like event
management, image management, internet marketing etc. Event management wherein events are
marketed, Image management wherein a a particular profile of an individual or an organization is
projected. Internet marketing has also brought about a lot of changes in advertising as Internet
means that one is catering to a select group of audience rather than a mass audience .Today
'Celebrity Endorsement' has attracted immense debate on whether it really contributes to the
brand building process or whether it is just another lazy tool to make the brand more visible in
the minds of the consumers.

Although it has been observed that the presence of a well-known personality helps in solving the
problem of over-communication 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. Consumers perceive the brand as having superior quality because it has been
endorsed by a credible source. This makes endorsement as one of the indictors of quality for any
brand. Corporate credibility along with endorser credibility plays a significant role in the attitude
of the consumer towards the brand and the advertisement respectively. On the other hand, the
over popularity of the celebrity sometimes overshadows the brand.

NEED OF THE STUDY

All companies need promotion for their business at some point or another. Whether its word of
mouth or a Television ad more than likely you will find any number of companies advertising.
The more effective an advertising campaign, the more the customers it draws, and with greater
frequency. Strategies are necessary for any organization in advertising department of the
company as its plays a vital role in today‘s global competition. It is of great importance for any
company to understand their advertising strategy. To asses that, the study has been undertaken.
SCOPE OF THE STUDY
This project helps in projecting the impact of advertisement on customer’s brand
preference. It also shows how celebrity endorsement impact customers.

OBJECTIVES:

 To know the advertising Effectiveness of Airtel Cellular service.

 To find out the awareness level of customers about Airtel advertising activities.

 To understand customers‘ expectations from the organization

 To study on the impact of electronic media on brand preference.
 To study on the impact of print media on brand preference.
 To study on the impact of other media on brand preference.
.

RESEARCH METHODOLOGY AND RESEARCH DESIGN:

Collection of data:
One of the important tools for conduction market research is that availability of necessary
and useful data. Date collection is more of an art than a science. The methods of marketing
research are in a way the methods of data collection. The sources of information fall under two
categories.
Internal sources:
Every company has to keep certain records such as accounts, reports etc. these records
provide sample information which an organization usually keeps collection in its working.
External sources:
When internal records are insufficient and required information is not available, the
organization will have to depend on external sources. Of data are.
Primary Data:
The primary data is collected through a well-structured questionnaire. The questionnaires are
distributed among 100 people and their views are recorded.

Secondary Data:
Secondary data means the information already available. Secondary data is collected from
newspapers, websites and company journals.

Sample Procedure: Random sampling

Research design: the primary data and secondary data will be studied and analyzed appropriately
and interpreted to extract certain facts. Whenever necessary statistical tools and financial tools
like tabulation, graphs etc will be used to present the findings effectively.
REVIEW OF LITERATURE

2.2 Articles on ADVERTISING ACTIVITIES

Article: 1

Title: Brand and ADVERTISING ACTIVITIES-A Review

Author: Anusha KS

Source: Department of Human Resource (Organisation development), Ronald Ross PG

College, Osmania University, Hyderabad, Telangana

Abstract:

This review article aims to examine the importance of branding and ADVERTISING

ACTIVITIES. The article has estimated the ways to promote the product and how the product

gains the brand name based on the written points by the authors it has been estimated that the

marketing strategy have directly or indirectly helped in gaining brand image with the few aspects

which emphasis on the promotion and ADVERTISING ACTIVITIES to gain the brand name.
Article: 2

Title: ADVERTISING ACTIVITIES Theoretical Aspects

Author: Margarita Išoraitė

Source: Margarita Išoraitė, “ADVERTISING ACTIVITIES Theoretical Aspects”

International Journal of Research – Granthaalayah, Vol. 4, No. 6 (2016): 25-37.

Abstract: Aim of article is to analyze ADVERTISING ACTIVITIES theoretical aspects. The

article discusses that ADVERTISING ACTIVITIES is one of the main objectives of the

ADVERTISING ACTIVITIES elements for setting objectives and marketing budget measures.

The importance of each element depends not only on the company and its activities, but also on

the competition and time. All marketing elements are interrelated and should be seen in the

whole of their actions. Some items may have greater importance than others; it depends mainly

on the company's strategy and its activities. Companies that provide services - the provision of

services will be a key element. Article arises research questions is ADVERTISING

ACTIVITIES create added value for enterprises. There are used scientific literature and analysis

methods in article. An analysis of the scientific literature, it can be said that the ADVERTISING

ACTIVITIES measures are the actions and measures necessary to achieve marketing goals.

Marketing elements: product, price, place and promotion are used for marketing objectives.

These instruments operate most efficiently when all the elements are combined and working

together
Article: 3

Title: The Effect of ADVERTISING ACTIVITIES in Attracting Customers

Author: BahmanSaeidi Pour, Kamran Nazari and MostafaEmami

Source: Department of Educational, Payam Noor University, Iran

Abstract: This study investigated the impact of ADVERTISING ACTIVITIES in attracting

customers to Saderat Bank in Kermanshah Province. Questionnaire which included 30 questions

was used to collect information in this research. The reliability of the questionnaire was

calculated using Cronbach's alpha, and a value of 0.882 was obtained, greater than 0.7 which is

the reliability of the questionnaire. The population used in this study is the customers of Saderat

Bank in Kermanshah Province, with at least one account, interestfree loans and savings. 250

questionnaires were collected by stratified random sampling. The work has one main hypothesis

and 5 sub- hypotheses. Pearson correlation test was used to test the hypotheses. It was

established that factors in the ADVERTISING ACTIVITIES have a significant positive effect in

absorbing customers. That means the bank has a significant positive effect. Key words:

Marketing, ADVERTISING ACTIVITIES factors, customers’ orientation, customers‘

satisfaction
 BIBLIOGRAPHY

BOOKS

1. MARKETING

PHILIP KOTLER, PRINCIPLES OF MARKETING, NEW DELHI, MILLENIUE

EDITION INDIAN PRINT 2000.

2. RESEARCH METHODOLOGY

KOTHARI, C.R., “RESEARCH METHODOLOGY-METHODS AND TECHNIQUES”,

NEW DELHI, 1997, 2ND EDITION.

3. STATISTICS

DR.GUPTA S.P. ELEMENTS OF BUSINESS STATISTICS, FIFTH EDITION.

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