DEPARTMENT OF MANAGEMENT (LSM)

TERM PAPER

OF

RESEARCH METHODOLOGY

ON

INDIA’S MOST EFFECTIVES AD CAMPAIGNS

SUBMITTED TO: SUBMITTED BY:

MS. KANIKA JHAMB SHUJA QAMMER

REG NO: 10904442
ROLL NO: 03
SECTION: S1906
MBA (IT)
2ND SEM.
 ACKNOWLEDGEMENT

The most precious moments are those when we get an opportunity to remember
and thank everyone who has in some way or the other motivated and
facilitated us to achieve our goals.
First of all I thank to GOD ALMIGHTY ALLAH for giving me power to pen
down the term paper in its present shape. I thank the entire teaching staff
especially MS. KANIKA JHAMB Lect. LSM for sharing her valuable
knowledge with me & for providing her able guidance and support. I also
thank to my classmate who every time helped me out and encouraged me
for carrying out the task.
I fall short of words to thank my family, who stood beside me while completion
of my task.

SHUJA QAMMER
TABLE OF CONTENTS

INTRODUCTION

REVIEW OF LITRATURE

OBJECTIVES OF STUDY

RESEARCH DESIGN

ADVERTISING CAMPAIGNS

DATA COLLECTION AND ANALYSIS

INTERPRETATION

CONCLUSION

REFRENCES

QUESTIONNAIRE
 INTRODUCTION

Advertising is a form of communication intended to persuade an audience (viewers, readers

or listeners) to take some action. It includes the name of a product or service and how that
product or service could benefit the consumer, to persuade potential customers to purchase or
to consume that particular brand. It can also serve to communicate an idea to a mass amount
of people in an attempt to convince them to take a certain action, such as encouraging
'environmentally friendly' behaviours. Modern advertising developed with the rise of mass
production in the late 19th and early 20th centuries.

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. 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 may be placed by an advertising agency on behalf of
a company or other organization.

Non-commercial advertisers that spend money to advertise items other than a consumer
product or service include political parties, interest groups, religious organizations and
governmental agencies. Non profit organizations may rely on free modes of persuasion, such
as a public service announcement.

In 2007, spending on advertising was estimated at more than $150 billion in the United
States and $385 billion worldwide.

The most important element of advertising is not information but suggestion more or less
making use of associations, emotions (appeal to emotion) and drives dormant in the
subconscious of people, such as sex drive, herd instinct; of desires, such as happiness, health,
fitness, appearance, self-esteem, reputation, belonging, social status, identity, adventure,
distraction, reward; of fears (appeal to fear), such as illness, weaknesses, loneliness, need,
uncertainty, security or of prejudices, learned opinions and comforts. “All human needs,
relationships, and fears – the deepest recesses of the human psyche – become mere means for
the expansion of the commodity universe under the force of modern marketing. With the rise
to prominence of modern marketing, commercialism – the translation of human relations into
commodity relations – although a phenomenon intrinsic to capitalism, has expanded
exponentially.” ’Cause-related marketing’ in which advertisers link their product to some
worthy social cause has boomed over the past decade.
Advertising exploits the model role of celebrities or popular figures and makes deliberate use
of humour as well as of associations with colour, tunes, certain names and terms. Altogether,
these are factors of how one perceives himself and one’s self-worth. In his description of
‘mental capitalism’ Franck says, “the promise of consumption making someone irresistible is
the ideal way of objects and symbols into a person’s subjective experience. Evidently, in a
society in which revenue of attention moves to the fore, consumption is drawn by one’s self-
esteem. As a result, consumption becomes ‘work’ on a person’s attraction. From the
subjective point of view, this ‘work’ opens fields of unexpected dimensions for advertising.
Advertising takes on the role of a life councillor in matters of attraction. The cult around
one’s own attraction is what Christopher Lasch described as ‘Culture of Narcissism’.

REVIEW OF LITRATURE
Anushree Chandran(2008) in a study (India’s ad industry to grow 9% in 2010) by media
agency Zenith Optimedia said that conglomerate Public Group SA, has forecast 9% growth
for India’s advertising industry for this year. The agency has also upgraded its forecast for
global advertising industry growth from 0.9% to 2.2% for 2010.

The survey said the Indian economy withstood the test of global slump and grew at 6-7% in
2009. However, the advertising market reacted sharply to the downturn and grew only at 1%
during the year. The study stated that Internet advertising in India will be driven by social
media. The survey pegs Internet advertising growth at an annual 25% in the coming three
years

Talluri Prashanth Vidya Sagar and Dr. Nagendra V Chowdary(2010) said that A
company’s new brand campaign should be extremely powerful particularly when a new
brand’s identity has to be established on top of an existing and already quite established
brand. Vodafone’s Zoozoo campaign was launched with much fanfare and full of
expectations and with the main motto of promoting its Value Added Services (VAS).
However, Vodafone had another subtle motto of replacing brand Hutch with that of the
Vodafone. As expected Zoozoos or Zoozooperstars have become overnight brand
ambassadors of Vodafone and saved the company from the negative impacts of ‘Happy to
Help You’ campaign

Devina Joshi (2009) said that In 2008, Vodafone had unveiled the ‘Happy to Help’ series
during the first season of the Indian Premier League (IPL). With the launch of the second
season, Vodafone has given birth to the Zoozoo: a special character created specifically to
convey a value added service (VAS) offering in each of the newly released commercials. The
interesting point is that there are some 25 such commercials planned under this campaign, 10
of which are already on air. The aim is to release approximately one ad a day, to sustain
interest till the end of the IPL.
Rahul Sachitanand; Anusha Subramanian(2009) said that In June 2007, Tata Tea became
the world's largest tea vendor by volume and decided to leverage its new position to point
advertising in this market in a new direction. Rather than promote its brand on the physical
and mental platforms of taste, energy and strength, the company decided to elevate
advertising to the next level by targeting the intellectual plane.

Tata Tea wanted to look beyond the functional aspects of tea advertising and focus on the
self-actualisation increased civic consciousness and being politically aware that a morning
cuppa could offer its consumers.

Ajay chowhan(2010) in his study on “Google India targets for online advertising campaign”
said that Google India is eying small and medium businesses (SMBs) in Gujarat for its online
advertisement programme. Google India’s is has offered new service called ‘Jumpstart’ for
the state. Under this service Google will offer free expert support to SMBs to build an online
advertising campaign to attract new customers.

NEED FOR THE STUDY

Advertisement plays an important role in the present scenario. So our need for study is to
analyze the role of advertisement in brand promotion and brand image.

OBJECTIVES OF STUDY
) To find the effectiveness of the advertisements.

) To find the impact of the celebrities in the brand promotion.

) To find out the factors which makes an advertisement effective.

HYPOTHESIS FORMULATION
Null Hypothesis: There is no significant effect of advertisements on the brand promotion.

RESEARCH METHODOLOGY
Before examining types of research designs it is important to be clear about the role and
purpose of research design. We need to understand what research design is and what it is not.
We need to know where design into the whole research process from framing a question to
finally analyzing and reporting data.
 RESEARCH DESIGN
In this study India’s most effective ad campaigns the problem and objectives of the study has
been clearly defined and as our research is to find out the effectiveness of advertisements, so
the research is Descriptive.

UNIVERSE
Total of items about which information is desired aggregate of elementary units possess at
least one common characteristic- real or hypothetical. In this study the population is the
people living in India.

TARGET POPULATION
Target population refers to the entire group of individuals or objects to which researchers are
interested in generalizing the conclusions. The target population usually has varying
characteristics and it is also known as the theoretical population. In this study the target
population are those who are conscious about advertisements in jalander, not the whole
population.

SAMPLING METHOD
As in my research I have chosen fifty respondents from Jalandhar, so the sampling
technique I am using is convinent sampling technique.

SAMPLING FRAME
List of address for all the Respondents which we consider for sampling i.e. Identification and
whole information of the respondent.
 SAMPLE SIZE
Sampling size refers to the number of items to be selected from the population to constitute a
sample. This is the biggest problem for the researcher. The size of the sample should neither
be large nor too small; it should be optimum to gather the accurate results.
In my research the sample size of the respondents is 50.

SOURCES OF DATA COLLECTION

Primary as well as secondary data has been used in conducting this research.
ADVERTISING CAMPAIGNS

In advertising campaign is a series of advertisement messages that share a single idea and
theme which make up an integrated marketing communication (IMC). Advertising campaigns
appear in different media across a specific time frame. Various types of media can be used in
these campaigns such as radio, TV, and internet.

Radio and TV advertising campaigns use methods including but not limited to electronic
billboards, commercial announcements, personal endorsements, promotions, blurbs, and
plugs. Radio and TV Advertising Campaigns can also utilize Direct Response Advertising,
Viral Marketing, and Remnant Advertising, as well as include newer technology such as
Satellite advertising.

Much like Satellite radio, Internet advertising campaigns can be viewed as a more recent
development based on the advancements of technology and the growing availability of
internet throughout the world. Methods used in internet advertising include but are not
limited to search engines, banners, blurbs, video clips, interactive games, and emails.
Campaigns can also utilize Direct Response Internet Advertising, Viral Advertising, and
Remnant Internet Advertising.

Marketing departments and advertising agencies might utilize one or any number of different
media types as well as advertising methods. Others will focus on one form of medium and/or
specialize in one or two particular methods of advertising.

The critical part of making an advertising campaign is determining a campaign theme, as it

sets the tone for the individual advertisements and other forms of marketing communications
that will be used. The campaign theme is the central message that will be communicated in
the promotional activities. The campaign themes are usually developed with the intention of
being used for a substantial period but many of them are short lived due to factors such as
being ineffective or market conditions and/or competition in the marketplace and marketing
mix.

Advertising campaign is an attempt to reach a particular target market by designing a series

of advertisements and placing them in various advertising media. In other words advertising
campaign is series of advertisement messages that share a single idea and theme which make
up an integrated marketing communication (IMC). Advertising campaigns appear in different
media across a specific time frame.

ELEMENTS OF A SUCCESSFUL ADVERTISING CAMPAIGN

A successful marketing campaign needs certain elements to be successful. The following
information will help you to develop a successful marketing campaign.

1) Establish a feeling of urgency for the buyer

Basically tell your customers, "You need to sign up today because it will make you reach
your goals." Don't tell your customer the offer will still be as good tomorrow; they must buy
today! Urgency! Study how successful ads make the customer act now.

2) Show a list of benefits

There must be a list of benefits to make customers sign up. Will you be smarter using your
services? Will he get more visitors? Will your server be better than the competitions
hardware? Will your business help to make the site more successful? Or make him richer, or
healthier, or faster? Focus on the client, not the advertiser. Most benefits need to be skilfully
integrated into the ad. It is a waste of time and money in an ad or on your website if you don't
work in benefits and present them properly.

3) Call to action

Tell them what they must do to get it. Don't assume that your prospects and customers will
figure out how to get what you are offering. They won't do your work for you. So, go ahead
and tell them what to do. If they have to call you to get it, then tell them to call (to call you
now!). If they have to write or drop a post card in the mail, or fax something to you, then tell
them clearly and in words easy to understand. The point is to make it as easy as possible for
your target customer to do what you want them to do. People don't like to do anything that is
going to take work on their part. Make it as easy for them to respond as possible, or they
won't = no good results for you.

4) Do it again

You have to (must) tell customer what to do (to sign up with you). Tell your customer to
order now (this moment). So many ads assume that the customer will guess to fill out the
contact us form, email you, or telephone for the information, or product. Tell the customer
what to do. Provide the customer on how to respond today in several ways. As more options
you can offer, the better will be the results.

5) Plan your advertising calendar and campaign several months in advance

Failure to plan advertising in advance will waste a lot of your money. Rush charges, poor
design, rate increases, poor creative and poor copy are common results of failing to plan in
advance. “I didn’t have enough time”, “I was under the gun to get this placed”, are common
phrases heard under rushed circumstances. Take a blank calendar and fill in the days, months,
or quarters to advertise to your target markets. Figure out the number of ad insertions that
will make sense and negotiate a contract with the various media suppliers (e.g. local
newspapers). Book banner web space on the important website early in advance. Prepare
your website with a special landing page for the expected visitors.

5) Test your banners and your ads

Only by trial and error will you be able to set a baseline as to the best response rates for your
ads and banners. It is very important to maximize response for the amount of dollars spent.
Sometimes re-phrasing text or adjusting the ad layout can make the difference between a low
or just average response and a great success and high ROI (Return on Investment). You will
need to find out what works best for your business. After you find this out, you’ll want to
stay on course and base future advertising campaigns on the success of the old one.

6) Avoid misleading or dishonest advertising

Avoid misleading or dishonest advertising in hopes of converting duped readers/website

visitors into using your products or services. Honesty and integrity are the primary key to
repeat sales and repeat business. If you have to trick your audience to get their attention, you
will have a very hard time keeping their attention and their business if they sign up at all.

7 ) Running on-(Web)site events

Running events on your website is an excellent way to encourage repeat traffic and repeat
visitors. You'll want to begin running events once traffic from your site launch begins to fade.
Examples include contests, games, on-line interviews, chat sessions and maybe even audio
broadcasts. Do the things your competitors don't do.

DATA COLLECTION AND ANALYSIS

Today, advertising is a multi-billion industry, employing hundreds of thousands of people

and affecting billions of people’s lives worldwide. Yet, seeing as advertising clutter has
increased tremendously and is more intense than ever, it is vital that companies differentiate
themselves from competitors by creating even more powerful, entertaining and innovative
advertisement messages, as well as sponsoring different events.

) ZOO ZOO AD BY VODAFONE

Zoo Zoos are advertisement characters promoted by Vodafone during the Indian Premier
League Season 2 (IPL). Zoo zoos are white, ghost-like creatures with ballooned bodies and
egg heads who are used to promote various value added services of Vodafone. These ads
though look animated are actually real humans in the Zoozoo costumes. The ads were created
by Ogilvy & Mather, an agency that handles Vodafone advertisements and the films were
shot by Bangalore based Nirvana Films in Cape Town, South Africa.

The ads were a hit among the Indian people, especially the youth. This trend can be observed
from the huge fan following on social networking sites, Face book, Orkut and Twitter. There
are more than 200 pages on Zoo Zoos having more than 2 hundred thousand fans, growing
daily. The ads were viewed by lakhs of people in YouTube

Vodafone received the first People for the Ethical Treatment of Animals (PETA) 2009
Glitterbox Award, for replacing their ads which earlier used Pug with more humane
alternatives in their ZooZoo ads.

RN Podar School, Santa Cruz, Mumbai is planning to develop an animated character,

inspired by the Vodafone's Zoo Zoos that would attract students and will be used to teach
Environmental Studies (EVS) to class I students. Students of VNIT, Nagpur are making a
study on the psychological effect of ZooZoos on youngsters in India.

So successful were the Zoozoos that Ogilvy & Mather is now working on the brief to take
these characters abroad. Vodafone is keen to export them to a few of its elite markets
overseas. "It all started with the second season of the Indian Premier League (IPL) in April
this year.

) WHAT AN IDEA SIRJI BY IDEA

In May 2009, India-based leading telecom operator, Idea Cellular's (Idea) advertisement (ad)
endorsed by the Indian film star Abhishek Bachchan (Bachchan) won the 'Best celebrity
endorsement award' at NDTV Tech Life Awards. On receiving the award, Bachchan said,"
The IDEA campaign carries a socially relevant message in today's commercial environment
and the brilliant concept of encouraging two-way communication between the government
and people has connected with millions across India."

Idea had chosen Bachchan as its brand ambassador in October 2007. Advertising agency
Lowe Lintas (Lowe), which had been designing ad campaigns for Idea since the late 1990s,
developed new campaigns after Bachchan was signed up.

These campaigns, based on social issues that could be solved using mobile telephony, were
acclaimed for their creativity. Idea's ads had focused on its network coverage and
promotional packages before Bachchan was appointed as its brand ambassador. The company
used its brand name 'Idea' in its ad slogans like 'An Idea can change your life,' 'A good Idea,'
and 'What an Idea!'
According to advertising experts, Idea enjoyed very little brand recall in the initial years after
its inception. It had gained on that front by using its brand name in creative and meaningful
slogans that concluded in its ads making perfect sense.

Idea took its 'What an !Idea' campaign further - from TV, print, and radio to the Internet. It
launched several websites that complemented its campaigns that championed social causes.
In December 2008, Idea launched a website called http://bythepeople.in to take forward its
TVCs based on democracy.

In March 2009, Idea tied up with Mumbai Indians, one of the teams participating in the
Indian Premier League (IPL). IPL provided Idea with a good opportunity for its brand
building exercise as the competition was closely followed by the entire country. Idea
launched a campaign called 'Call the Cricketers' on April 30, 2009..

Idea had been using OOH media like hoardings, public transport systems, and bus shelters
since the early 2000s. The company used OOH media innovatively to reflect the message of
the ad. One of the most noticed campaigns of Idea's OOH was the one used in the city of
Surat in the state of Gujarat in Western India

) TATA TEA JAAGO RE CAMPAIGN

Tata tea has really taken cause based marketing and corporate social responsibility to another
level with Jaago re campaign and is really trying to connect with people. This is one of those
rare times when the social campaign is actually integrated so well with the main advertising
campaign and they have made digital a major component of this campaign by creating
the site Jaago Re as an idea exchange platform.Tata Tea has joined hands with Janaagraha, a
Bangalore based not-for-profit organisation for this campaign.

Tata Tea partnered with Janaagraha to launch ‘Jaago Re One Billion Votes’, a campaign to
mobilize citizens of India to register and cast their votes in the assembly elections. It was a
drive against apathy and cynicism towards political system. Against a belief that one vote in a
billion does not matter. The impact is visible - above 6.5 lakh Indians have used the Jaago Re
platform till date to register as voters.
The current Jaago Re campaign urges the citizens of the country to awaken and fight against
corruption. The campaign aims at not only creating awareness about corruption but also
inspiring people ‘To be the change you seek’. The message of the campaign is to stop
pointing fingers at the others and take start doing their bit. It urges people to take a pledge
that they will not pay bribes. The campaign seeks to highlight the key message that there
would be no bribes taken if no one was to offer it.
The objective of the partnership is to create a platform that will motivate the vast numbers of
Indian youth to participate actively in the electoral process of the country. The initiative is
named ‘Jaago Re! One Billion Votes’ and aims at awakening the youth of this country to the
importance of exercising their right to vote as a means to bring about the change they seek.
The Jaago Re! campaign which was initiated last year now takes a new leap. From
challenging the qualifications of a politician to run the country, the campaign now seeks to
empower the youth to influence polity by exercising their right to vote.

In another manifestation of the Jaago Re message, Tata Tea has been talented children with a
chance to realize their greatest sports dream. Two years ago, Tata Tea Soccer Stars, a
nationwide school football tournament initiated by Tata Tea, identified 16 young sportsmen
from across the country, and sent them to train with the legendary youth coaches of one of
football’s biggest clubs, London’s Arsenal FC, for a period of two weeks. The sixteen
finalists then proceeded to create history at the Royal Hallway Stadium in London by
winning the Plate Cup at the 18th Arsenal International Soccer Festival, and became the first
ever Indian team to win the cup. And thus, Tata Tea helped awaken people to the young
sports talent within our country in a neglected sport like football.

) DARR KE AAGE JEET HAI BY MOUNTAIN DEW (PEPSI)

Mountain Dew is the number three brand in the US after Coca Cola and Pepsi, more than $5
Billion . The brand has evolved over the years from a rural focused brand to being a brand
which could connect with the young population through its association with adventure sports.
Mountain dew and linkage of building a iconic brand through connecting the brand with a
myth and the cultural trends of an era has been documented by many , I thought the story of
its evolution could be depicted through the ads which it has changed and adapted to suit the
changing cultural trends,

A survey by Synovate in late 2005 among 16-20 year old SEC A1 & SEC A2 showed that
people preferred Sprite and Limca, with Mountain Dew performing only a shade better than
Frooti. This ‘baffling’ result revealed an insight. Firstly, the concept of extreme sports is
limited to Indian metros, that too among the more upwardly mobile sections. And even there,
awareness does not necessarily mean appeal. There aren't many ‘outdoorsy types' in this
country - at least not the kind Mountain Dew has in mind. The ad campaigns itself were
found to be over the top and unrealistic. This survey and the market performance of Mountain
Dew set the stage for a course correction.
Yet such a course-correction has to remain faithful to the current clientèle of Mountain Dew
and conform to the global branding of Mountain Dew. Just a market repositioning rather than
a radical re-branding was what was the need of the hour.
This repositioning saw the introduction of the ‘Dar Ke Aage Jeet Hai’ campaign. Designed
by JWT India, these ad was set in a river rapid where some guys were going to attempt river
rafting. The ad starts with a nervous guy telling himself ‘Itna mat dar, beta Joy. Sunny ko
dekh, kaisa chilled out sa baitha hai’. Sunny is saying a silent prayer ‘Bhagwaan, aaj
apne Sunny ko bacha lena. MainAnshul ki tarah stud nahin hoon’. Anshul, a well-built guy
is thinking ‘Kya faayda teri body ka Anshul? Sabse dara toh tu hi hai’. Suddenly,
accompanying shots of the raft overturning a voice over remarks ‘Boss, dar sabko lagta hai,
gala sabka sookhta hai. Toh aaney do dar ko, kyunki dar ke aagey jeet hai’. The next shot
show cheerleaders worrying for the overboard rafters when suddenly the raft comes out of the
water and wins the race.

As we can see, the ad portrays the Dew Dudes human beings with normal emotions like fear.
Instead of asking for people who have ‘been there done that’ to adopt Mountain Dew it asks
for people who wish to conquer fear to adopt Mountain Dew. Thus the campaign effected a
subtle repositioning of the brand from that focusing on identification with the Dew Dudes to
one focusing on the inspirational quality of conquering ones inner monsters. All the while it
remains faithful to its association with adventure.
This ‘mainstreaming’ of Mountain Dew also reflected in its secondary associations. From
sponsoring fringe/niche extreme sporting events in India, Mountain Dew has moved to
sponsoring regular sports and even movies. One case point was ‘Mission Istanbul - Dar Ke
Aage Jeet Hai’ placing their tagline in the movie title itself!
Mountain Dew has enjoyed tremendous growth and popularity over the past few years by
resonating with people via a deep and compelling consumer insight of overcoming fear in
order to face a challenge and win.

INTERPRETATION

Advertisement had effected the brand image of the above mentioned products/companies. As
it is clearly seen that the ad campaign launched by Vodafone (ZooZoo) had tremendously
effected its brand image. The ads had targeted the youth of India as it can been seen that it
had followed a huge fan following on social networking sites like Face book, Orkut, Twitter
etc, besides it had given boost to the sales of the company. Vodafone also received the People
for the Ethical Treatment of Animals (PETA) award in 2009, it reflects that they are also
following the corporate social responsibility. One of the most interesting facts about this
campaign is that even though the ZooZoo characters look animated, they have been played by
real people dressed in a white attire. These ads were economical and had resulted in
improving the brand position of the company.

Similarly Idea cellular had launched an effective ad campaign which is endorsed by the
Indian film star Abhishek Bachchan. The company used its brand name 'Idea' in its ad
slogans like 'An Idea can change your life,' 'A good Idea,' and 'What an Idea!'. This ad
become famous day by day and reflected the sales of the company day by day. Besides it also
followed social responsibility by launching another slogan to save the paper. , Idea enjoyed
very little brand recall in the initial years after its inception. It had gained on that front by
using its brand name in creative and meaningful slogans that concluded in its ads making
perfect sense.

The ad campaign launched by Tata tea was one of the most effective ad in 2009. As it
encouraged the youth to take steps towards the development of the country. The current
Jaago Re campaign urges the citizens of the country to awaken and fight against corruption.
The campaign aims at not only creating awareness about corruption but also inspiring people
‘To be the change you seek’. This ad campaign encouraged the brand image of the company
and also effected its market share in a positive manner. It has followed the social
responsibility effectively as it had given talented children with a chance to realize their
greatest sports dream.

The ad campaign of Dew (Pepsi) had targeted the youth by raising the slogan “darr ke aagay
jeet Hai” as an effective punch to its brand image. This ad campaign effected a subtle
repositioning of the brand from that focusing on identification with the Dew Dudes to one
focusing on the inspirational quality of conquering ones inner monsters. Mountain Dew has
enjoyed tremendous growth and popularity over the past few years by resonating with people
via a deep and compelling consumer insight of overcoming fear in order to face a challenge
and win

CONCLUSION
From the above analysis i may conclude that these ad campaigns were the most effective ad
campaigns in India. As these ads had emotional as well as effective touch which had resulted
in increasing the brand promotion and brand image of the above mentioned companies/
products. The ad campaigns had also social impact like the ad campaign of Tata tea had
contributed in the awareness of youth towards the development of the country. Similarly the
ad campaigns of Idea had followed the corporate social responsibility. In short these ad
campaigns had resulted in the better brand image of the companies and had attracted more
consumers towards their side. Celebrities are no doubt good at generating attention, recall and
positive attitudes towards advertising provided that they are supporting a good idea and there
is an explicit fit between them and the brand. The involvement of celebrities like Abisheikh
Bhachan had resulted in an effective brand position of Idea cellular. As it has won the 'Best
celebrity endorsement award' at NDTV Tech Life Awards.
REFRENCES
http://www.livemint.com/2010/04/14210829/India8217s-ad-industry-to-g.html

http://www.afaqs.com/perl/news/story.html?sid=23893

http://www.encyclopedia.com/doc/1P2-20175208.html

http://gujaratmoney.com/2010/02/18/google-india-targets-gujarat-smbs-for-online-
advertising-campaign/

http://harshav.blogspot.com/2007/10/fear-and-expectation-dar-ke-aage-jeet.html

http://www.campaignindia.in/news/mountain_dew_launches_new__darr_ke_aage_jeet_hai_c
ampaign

http://www.campaignindia.in/news/o_m_creates__zoozoos_for_vodafone

http://www.chillibreeze.com/articles/Celebrity-endorsement.asp

www. Wikipedia .com

www. Goole.co.in

BOOKS

Marketing Management – Philip Kotler

Branding – Geoffrey Randoll

Strategic Brand Management – Kapferer

Advertising and Sales Promotion Management – S.L.Gupta, V.V.Ratra

QUESTIONNAIRE
1. Does advertisement influences your perception towards the products?

Yes □
No □

If yes then go to question number 2

2. How well do you remember this advertisement?

Don't remember at all □

Remember company but not product or ad □

Remember company and product but not ad □

Remember ad □
3. Do you agree that advertisement in india are informative

Yes □
No □
 Does advertisement effects your buying behavioy?

Yes □
no □

5.When looking at an advertisement, which types of advertising messages

do you prefer for each product category?

Using celebrity □
Present product features and functions clearly □
Showing social life and relationship □
Showing creative design □
More suitable for localized advertising style □
More suitable to remain foreign style □

6.How do you agree to these statements which describe advertising nowadays?

S.A A N D.A S.D

Advertising is essential to the prosperity of my country’s

economy.

Advertisement provides necessary information about

the product

Today there is too much advertising, it is a waste of

money and bother to my life

Advertisement makes your buying decisions easier

7. When I see an advertisement

I get involved □
I like to observe □
I like to be active □
I evaluate things □
Rank values must be between 1 and 4

8. When I am watching an advertisement

i am a responsible person □
I am a reserved person □
I am a rational person □
I am an accepting person □
Rank values must be between 1 and 4

9. you believe an advertisement when

I feel personaly involved and like it □

I believe the idea it tells theoretically □
I will try things out for myself □
I like to see results from my research □
Rank values must be between 1 and 4

10. When you buy

I am open to new experiences □
I always try new things when available □
I look at all sides of issues □
I like to analysis the reasons, break them

down into their parts □

Rank values must be between 1 and 4

11. Any suggestions regarding advertisements in india

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