Vedanta college, Kolkata.

Title:
Effectiveness Of Advertising

B.Com Semesture-VI

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Contents

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 Acknowledgement
I want to express my sincere gratitude to everyone who gave me significant
assistance in planning, carrying out, and presenting my project work. First and
foremost, I want to express my appreciation for the honourable Principal Prof.
"Dr Kirti Singh Chundawat" and all the esteemed instructors in the Department
of Commerce. My supervisor, "Mr. Nabin Sen," of the Department of Commerce
at Vedanta College, deserves my sincere gratitude, regard, and respect for his
invaluable advice and kind assistance. Due to his prompt supervision, it would
have been possible for me to complete the project's work on schedule.

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 OBJECTIVES OF ADVERTISING

The advertising objectives can be categorized into four main objectives;

❏ Inform
❏ Persuade
❏ Remind
❏ Reinforce

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 INTRODUCTION TO ADVERTISING
● The word advertising comes from the Latin word “advertere” meaning “to turn the mind

towards”.

● According to American Marketing Association ”advertising is any paid form of non-personal

presentation and promotion of ideas, goods and services by an identified sponsors.”

● Advertising is an activity of attracting public attention to a product, service, or business as by

paid announcements in the print, broadcast, or electronic media. Advertising is a marketing tool

and it can be used combined with other marketing tools such as sales promotion, personal

selling or publicity.
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 OBJECTIVES OF ADVERTISING
INFORM

● Advertising let people/customer know about the product and competitors about the competition.

● Advertising allows company to understand about what problems will they solve and help company

to make informed decision

● While launching a new product or early prototype, advertising will be more informative and

maximum focus is given towards awaring and informing people

Example: Reliance Jio Promotion, Campaign Advertisement

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 OBJECTIVES OF ADVERTISING
PERSUADE

● Advertising appeals customers to buy the product

● Advertisement give reason to customers to buy the products

● Advertising establishes the strong sense of association

● Advertising reflects product superiority against its competitive advertising, making customer prefer

the product.

Example: Dabur Honey persuade customer by committing its honey as natural immunity booster,

Toothpaste and medical soaps advertisement claim 99.9% effectiveness and include various herbal

components
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 OBJECTIVES OF ADVERTISING
REMIND

● Advertising for successful brands or products at maturity level, basically fulfil the purpose of

reminding customers about their presence.

● In mature phase, advertising is more creative and innovative.

● Advertising is for reinforcement of the central idea of the company

Example: Advertisement campaign of Coca Cola, Mc Donald, KFC

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 OBJECTIVES OF ADVERTISING

REINFORCE

● Advertising is necessary to convince their customers that they have made the right choice.

● For this, company advertise the strengths and benefits of their products or association

● Advertising depicts satisfied customers to increase the credibility towards product and brand

● Advertising is taken as a major reference factor for purchase decision making.

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 ROLES OF ADVERTISING

● It increases and stabilizes the sales turnover

● It maintains the existing market and explores the new opportunities
● It provides competitive advantages to company
● It guarantees effective and quick sales
● It assists and controls product pricing
● It ensures better quality products at reasonable prices
● It establishes a brand image in customer’s mind
● It is a driving force for customers in decision making
● It provides new horizons of knowledge
● It generates and provides gainful employment opportunities

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 TYPES OF ADVERTISING

There are various rational to categorize advertising. Of all, there are four
generic types of advertising;
❏ Display Advertising
❏ Video Advertising
❏ Mobile Advertising
❏ Native Advertising

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 TYPES OF ADVERTISING
DISPLAY ADVERTISING
❏ Display advertising are also referred to as “banner” advertising which are basically any types of
billboards and banners. Display advertising can be digital or in print form.
❏ Display advertising are effective for fast visual storytelling.
❏ Display advertising can be in word format or picture format or both.
❏ Such advertising can be unmoving content or animated content.
❏ Display advertising are famous in digital platforms.

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 TYPES OF ADVERTISING
VIDEO ADVERTISING
❏ Video advertising is a motion-picture or video form of advertising, where messages are conveyed
in the form of video.
❏ All the TV commercials, YouTube advertisements, billboard advertisements are forms of video
advertising.
❏ Video advertising are effective form of advertising as it attracts and appeals the audience and
involves creativity.
Examples:
● Carlsberg Ad
● Puma Ads
● Cred Ads

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 TYPES OF ADVERTISING
MOBILE ADVERTISING
❏ Mobile advertising is the communication of product or services to mobile device and
smartphone consumers.
❏ Mobile advertising includes short message services (SMS) to interactive advertising.
❏ Web banner ads, short text ads, ad breaks, in-app display, sponsored mobile applications,
video ads, full ads, mobile-popups, paip-partnership and promotion etc.

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 TYPES OF ADVERTISING
NATIVE ADVERTISING
❏ Native advertising is any paid content.
❏ It can be in text, picture, infographic and video form.
❏ The basic element of native advertising is it should be aligned and relatable to the context and
medium of transmission.
❏ A native advertising is content which producer can make it, corporations can buy it and
publishing platform can promote it.

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 IMPORTANCE OF ADVERTISING
● Advertising provides information about a product.
● Advertising promotes the flow of demand of product/services.
● It increases the sales and reduces the cost
● Advertising establishes market relationship
● Advertising protects products and companies for cheap imitations
● It increases the goodwill of the company
● Advertising educates customers and enhances knowledge
● It provides employment and reflects standard of living
● Advertising creates corporate and brand image
● Advertising explores new market and new opportunities

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 ADVERTISE DECISION MAKING PROCESS
S.No. Decisions Tasks

1. Advertising Objective Target Market, Target Response, Target Reach and

Frequency

2. Advertising Budget Decision Affordable Approach, Percent of Sale, Competitive

Parity, Objectives and Task Involved

3. Advertising Message Decision Message Generation, Message Evaluation and

Selection, Message Execution

4. Advertising Message Selection Message categories, Media Vehicles, Media Timing

5. Advertising Evaluation Copy Testing, Media Testing, Advertising Level Testing

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 Student’s Declaration
I hear by declare that the Project Work with the title EFFECTIVENESS OF ADVERTISEMENT
submitted by me for the partial fulfilment of the degree of B.Com. Honours in Accounting &
Finance under the University for the fulfilment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged providing details of such literature in
the references.

Signature: Place:
Name: Nandita Kiradoo. Date: Address: 39 A, Sir Hari-
ram goenka street , Kolkata-7

Registration no: 316-1211-0072-20.

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Options Response

Male 39

Female 76

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Options Response

Below 18 6

18-25 78

25-35 26

35-45 2

Above 45 3

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 Options Response

Below 12th 12
Standard

Graduation 67

Post- 36
graduation

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 Options Response

Student 79

Professional 5

Service 19

Business 4

House Wife 8

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 Options Response

250000 57

250000-500000 26

500000-1000000 19

Above 1000000 13

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 Options Response

Yes 97

No 18

Interpretation:- From this mentioned chart it is

clear that most of the consumers dose watch
advertisement, and thus it helps in the increase in
the sale of the product.

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 Options Response
10 Second 62
10-30 Second 38

30-60 Second 5

Above 60 Second 10

Interpretation:- From this above mentioned chart it is clear that most of the consumers do
watch advertisement but only upto10-30 seconds, and there are very less consumers are
there who watch advertisement above 30 seconds.

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 Options Response

Yes 66

No 12

Maybe 37

Interpretation:- Most of the customers wants that T.V advertisement need to be controlled
because of some reasons like, repetition of same advertisement, improper details of the
product or service etc.

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 Options Response

Yes 67

No 18

Maybe 30

Interpretation:-

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 Options Response

Yes 107

No 8

Interpretation:- Yes T.V advertisement helps brand and product recognition as its play a
major role in choosing their desired brand products, by seeing advertisement they get proper
ideas regarding their products.

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 Options Response

Yes 54

No 16

Maybe 45

Interpretation:- Yes advertisement increase the product price because it’s a mechanism of
selling products and also it is one of the most expensive way of advertisement.

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 Options Response

Yes 92

No 10

Maybe 13

Interpretation:- Yes advertisement some time create irritation due to repetition of same
advertisement and some may take more then 2 minuets on a particular advertisement

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 Options Response

Agree 67

Strongly Agree 35

Disagree 4

Strongly 8
Disagree

Interpretation:- Yes advertisement help to attracts customer because advertising is a

powerful tool that can help you attract customers, inform them about your products and build
customer trust. Most companies use some type of advertisement to help them promote their
products or services.

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THANK YOU !!!

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