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BRM PROJECT REPORT ON IMPACT OF ADVERTISEMENT AND EFFECTIVENESS OF ADVERTISING.

Project report submitted in partial fulfilment of the requirements for the award of the degree of

Post Graduate Diploma in Management Of Jagan Institute of Management Studies

Submitted By:Abhishek Dixit (FC12-121) Neha Paul (FC12-149) Sapna Arora (FC12-165) Saumya Gupta (FC12-166) Vaibhav Srivastav(FC12-177)
Index
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1. 2. 3. 4. 5. 6.

Preface Acknowledgment Declaration Legislative review Executive summary Introduction i. Brief history on advertisement ii. Type of advertising iii. Profile of major media type iv. Objective of advertising v. Importance of advertising vi. Advertising effectiveness vii. Creating better advertising viii. Power of advertising ix. Significance of studying advertisement x. Element of successful advertising 7. Statistics and facts about the global advertising market. 8. Theoretical perspective 9. Advertising campaigns 10.Industry overview 11.Top T.V. and print advertisers 12.Advertisement with reference to top three sectors 13.Memorable ads proper taglines 14.Project outline 15.Objective of study 16.Research methodology 17.SPSS Analysis 18.Finding 19.Recommendation 20.Limitations of the study 21.Conclusion 22.Bibliography 23.Annexure

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PREFACE
A technologist said, THE THEORETICAL KNOWLEDGE REINFORCED WITH THE PRACTICAL WORK MAKES AN MBA PERFECT IN HIS FIELD. And hence, going by this quote, we have prepared this project which has proved to be of a specialized nature. During the tenure of this project, we could understand the practical aspect of the subject matter which till now we could read only in the relevant books. We are confident that the findings from this project would prove to be very helpful and prove to be an asset. In the following project we have tried to use our academic knowledge on marketing research into practical use. We have tried to research on IMPACT OF ADVERTISEMENT AND EFFECTIVENESS OF ADVERTISING.

ACKNOWLEDGEMENT
It is a matter of great satisfaction and pleasure to present this presentation on IMPACT OF ADVERTISEMENT AND EFFECTIVENESS OF ADVERTISING. We take this opportunity to owe our thanks to all our faculty members for their encouragement and able guidance at every stage of this report. There are people who simply by being there influence and inspire to do things. We are grateful to Dr. J.K. GOYAL , director of JAGAN INSTITUTE OF MANAGEMENT STUDIES for creating a condusive environment in the institute for a purposeful education. We acknowledge our gratitude and indebtness to our internal project guide Ms. YUKTI AHUJA , who spared her precious time in guiding us and for making valuable suggestions in compiling this project. We would also like to thank all the respondents as without their cooperation our project would have not been possible. Last but not least , we feel indebted to all those persons who have helped us directly or indirectly in the successful completion of the project. Submitted byAbhishek Dixit Neha Paul Sapna Arora Saumya Gupta Vaibhav Srivastav

DECLARATION
We solemnly declare that the project report entitled IMPACT OF ADVERTISEMENT AND EFFECTIVENESS OF ADVERTISING submitted by us for the requirement of partial fulfilment of post graduate diploma in management from Jagan institute of management studies , Rohini , New Delhi is the result of our immense efforts and determination. The data and facts presented in the report are authentic to the best of our knowledge. The work done by us is original and no copy of it has been submitted to any other university for award of any other degree, diploma and fellowship on similar topic.

LITERATURE REVIEW
The aim of the paper is to research and to monitor and control the encoding phase, too often neglected by the doctrine and operators in the communication process. The project investigate the degree of coincidence / discordance between what is conveyed through the advertising and what is actually understood by some consumers. The object of investigation is the verbal text of the spot in order to verify the level of understanding of the message and, if necessary, to find the reasons of a wrong perceived meaning. Advertising effectiveness can be defined as the extent to which advertising generates a certain desired effect. Measuring the effects of advertising is very important, given the amount of investments needed for advertising. While it is not possible to obtain a global measure of the advertising effectiveness, we should seek to develop and apply methods and measures for a partial verification of results. Regarding the difficulty of measuring the overall effectiveness, we believe that it is due essentially to the following considerations: advertising interacts with other business variables (behavior, marketing policies, financial decisions etc.) and environmental variables (competition, economic conjuncture etc.), hardly isolable; the effects of advertising are varied and not always translatable into quantitative terms; advertising causes long-term effects, not always, therefore, the results occur in the same period in which are the costs. In literature and practice the evaluation of advertising effectiveness has used two basic models: the dichotomous model; the three-dimensional model. The dichotomous model is applied mainly in product and brand advertising, tending to isolate and evaluate separately the following: sales effect; communication effect. The sales effect refers to the assessment of the capability of advertising to affect the sales volume and/or the market share, regardless of the possible influence of other variables. The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Communication in general and advertising in particular, were treated by psychologists starting from the motivations of recipients, which occupy a central position in the analysis. This is because of their influence on the perception of the recipient (Mittelstaedt, 1990). They believe that the
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motivations drive consumer behavior. So the purpose for the advertising creator, is to identify the reasons of consumer behavior, in order to identify the most effective advertisement message or to remove the communication barriers. However, since as stated by Watzlawich the message is what we understand, not what it was intended to understand, it becomes important to examine not so much and not only what the firms wanted to communicate, but what was actually communicated. Hence through this project we intend to understand how much effective and impactful advertising is to consumers.

EXECUTIVE SUMMARY
The modern marketing manager faces several challenges today, but the most complex remains amongst the most perennial- how best to propagate awareness of his product or service , in a manner that will raise sales and profits within limited promotional budgets and increasing competition. Before undertaking an advertising campaign marketer must be able to answer two key questions: 1. Why are we advertising? 2. What are we advertising? On the face of it these seem like two fairly obvious questions. But they are significant. Advertising can be a very expensive promotional tool. It is widely believed that much advertising spend is wasted. So careful consideration about why and what can pay dividends. Why advertise: The following may be good reasons why a business is advertising: To create awareness, customer interest and desire. To build brand loyality To launch a new product To support the activities of the distribution channel To build the company or brand image.

What to advertise? Factors that help answer the question what are we advertising basically focus on what actually advertising message should be. In general there are really only two kinds of advertising message, Firstly , does the business/product have a unique selling proposition (USP) A unique selling proposition is the customer benefit that no other product can claim.

In reality, these are rare , although that does not stop a marketer from claiming for their products. Secondly, the thing that is being does it add value , and if so how. Whatever is advertised it is important that the message is: Seen Believed Remembered Acted upon by target customers

INTRODUCTION
Advertising or advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means "to turn the mind toward. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays. BRIEF HISTORY ON ADVERTISING: Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.[8] History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle.

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19th Century

Thomas J. Barratt from London has been called "the father of modern advertising". Working for the Pears Soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, ""Good morning. Have you used Pears' soap?" was famous in its day and well into the 20th century. 20th centuary : At the turn of the 19th to 20th century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. This practice was carried over to commercial television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons to be used only noncommercially and for the public good.
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In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. For example, the Esso gasoline company spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative[21] theme Put a Tiger in Your Tank. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and Shop TV Canada. With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 20th to 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising.

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TYPES OF ADVERTISING
Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web pop-ups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo jets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

Television advertising / Music in advertising


The TV commercial is generally considered the most effective massmarket advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrop or used to
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replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.

Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified
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advertising, advertising networks and e-mail marketing, including e-mail spam.

New media
Technological development and economic globalization favors the emergence of new and new communication channels and new techniques of commercial messaging.

Product placements
It is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillacchose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a CocaCola billboard.

Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private
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individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.

Billboard advertising
Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

Mobile billboard advertising


Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies.

In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP Point Of Purchase display), eye-catching displays promoting a specific
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product, and advertisements in such places as shopping carts and instore video displays.

Coffee cup advertising


Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.

Street advertising
This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.

Sheltered Outdoor Advertising


This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative decor can intensify the impression.

Telemarketing
Telemarketing (sometimes known as inside sales, or telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. Telemarketing has come under fire in recent years, being viewed as an annoyance by many.

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Pioneering advertising
Pioneering advertising tries to develop primary demand, that is demand for a product category rather than a specific brand. It's needed in the early stages of the adoption process to inform potential customers about a new product. The first company to introduce a new technology to its industry doesn't have to worry about a competitive product since they alone have the technology. They have to sell the industry on the advantages of the new technology itself. Pioneering advertising is usually done in the early stage of the product life cycle by the company which introduces an innovation.

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OBJECTIVES AND IMPORTANCE OF ADVERTISING


Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited. Objectives of Advertising Four main Objectives of advertising are: i. ii. iii. iv. Trial Continuity Brand switch Switching back

1. Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials. 2. Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products. 3. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product. 4. Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc. Basically, advertising is a very artistic way of communicating with the customers. The main characteristics one should have to get on their objectives are great communication skills and very good convincing power.
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Importance of Advertising
Advertising plays a very important role in todays age of competition. Advertising is one thing which has become a necessity for everybody in todays day to day life, be it the producer, the traders, or the customer. Advertising is an important part. Lets have a look on how and where is advertising important: 1. Advertising is important for the customers Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers. 2. Advertising is important for the seller and companies producing the products Yes, advertising plays very important role for the producers and the sellers of the products, because

Advertising helps increasing sales Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition. If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product. Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.

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The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process. 3. Advertising is important for the society

Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society.

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ADVERTISING EFFECTIVENESS The advertising industry, as a whole, has the poorest quality-assurance
systems and turns out the most inconsistent product (their ads and commercials) of any industry in the world. This might seem like an overly harsh assessment, but it is based on testing thousands of ads over several decades. In our experience, only about half of all commercials actually work; that is, have any positive effects on consumers purchasing behavior or brand choice. Moreover, a small share of ads actually appear to have negative effects on sales. Unlike most of the business world, which is governed by numerous feedback loops, the advertising industry receives little objective, reliable feedback on its advertising. First, few ads and commercials are ever tested among consumers (less than one percent, according to some estimates). So, no onenot agency or clientknows if the advertising is any good. If no one knows when a commercial is good or bad, or why, how can the next commercial be any better? Second, once the advertising goes on air, sales response (a potential feedback loop) is a notoriously poor indicator of advertising effectiveness because there is always so much noise in sales data (competitive activity, out-of-stocks, weather, economic trends, promotional influences, pricing variation, etc.). Third, some of the feedback is confusing and misleading: agency and client preferences and biases, the opinions of the clients wife, feedback from dealers and franchisees, complaints from the lunatic fringe, and so on.

Barriers to Great Advertising


Advertising testing could provide a reliable feedback loop and lead to much better advertising, but many obstacles stand in the way. The first great barrier to better advertising is self-delusion. Most of us believe, in our heart-of-hearts, that we know what good advertising is and that there is no need for any kind of independent, objective evaluation. Agencies and clients alike often think that they know how to create and judge good advertising. Besides, once agencies and clients start to fall in love with the new creative, they quickly lose interest in any objective evaluation. No need for advertising testing. Case closed. Strangely, after 40 years of testing advertising, we cannot tell you if a commercial is any good or not, just by viewing it. Sure, we have opinions, but
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they are almost always wrong. In our experience, advertising agencies and their clients are just as inept at judging advertising as we are. It seems that none of us is smart enough to see advertising through the eyes of the target audience, based purely on our own judgment. A second barrier to better advertising is the belief that sales performance will tell if the advertising is working. Unless the sales response to the advertising is immediate and overwhelming, it is almost impossible to use sales data to judge the effectiveness of the advertising. So many variables are beyond our control, as noted, that its impossible to isolate the effects of media advertising alone. Moreover, some advertising works in a few weeks, while other advertising might take many months to show positive effects, and this delayed response can confound our efforts to read the sales data. Also, advertising often has short-term effects that sales data might reflect, and long-term (years later) effects that most of us might easily overlook in subsequent sales data. Because of these limitations, sales data tends to be confusing and unreliable as an indicator of advertising effectiveness. Sophisticated marketing mix 24avour24te is one way to measure these advertising effects on sales, but it often takes millions of dollars and years of effort, and requires the building of pristine databases of sales information along with all of the marketing input variables. Few companies have the budget, the patience, the accurate databases, and the technical knowledge necessary to succeed at marketing mix 24avour24te. Even so, marketing mix 24avour24te does not help us evaluate the contribution of a single commercial but rather the cumulative effects of many different commercials over a long period of time. Also, marketing mix 24avour24te does not tell us why the advertising worked, or failed to work. Was it message, or media weight, or media mix that made the advertising effective? Generally, marketing mix 24avour24te cannot answer these types of questions. So, again, sales data is of limited value when you make critical decisions about your advertising. A third barrier to better advertising is a pervasive tendency of many (but not all) advertising agencies to delay, undermine, and thwart efforts to objectively test their creative babies. Who wants a report card on the quality of their work? Its very threatening. The results can upset the creative folks. The results can upset clients. The agency can lose control. Agencies can be quite creative in coming up with reasons to avoid copy testing. Some of our 24avour24tes:

Theres no time. We have to be on air in five days, so well just have to skip the testing.

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These ads are built on emotion and feelings, and you cant measure such delicate, artful subtleties. Weve already tested the ads with a focus group during the development process. These are image ads, and you cant test imagery with standard advertising testing techniques. We have so much equity in this campaign that it doesnt matter what the testing results are. We cant afford to change. Were in 25avour of testing, but lets remove those questions about purchase intent and persuasion from the questionnaire. We are in a new age, with new media and new messages, and none of the old copy testing measures apply any more.

The fourth barrier to more effective advertising is the big creative ego. The belief that only the creatives in the agency can create advertisingand the conviction that creativity is their exclusive domainconstitute a major barrier. Great advertising tends to evolve over time, with lots of hard work, fine-tuning, and tinkeringbased on objective feedback from target consumers. Big creative egos tend to resist such evolutionary improvements. We have seen great campaigns abandoned because agencies would not accept minor tweaks to the advertising. To be fair, big egos are not limited to advertising agencies. Big client egos can also be a barrier to good advertising. Research firm egos are yet another problem. Big egos create barriers because emotion is driving advertising decision making instead of logic, reason, and consumer feedback. Big egos lead to bad advertising. A fifth barrier to better advertising is the widespread belief that ones major competitors know what they are doing. So, just copy the advertising approaches of the competition, and success will surely follow. We recently had a client who was about to copy the advertising strategy of a major competitor, but we were able to persuade the client to test all major competitive commercials as a precaution before blindly copying the competitors advertising approach. This competitor was the industry leader in market share and profitability. Our testing quickly revealed that this industry leader was the industry leader in spite of its bad advertising. The testing also revealed that another competitor, in contrast, had great advertising. Needless to say, the clients desire to copy the industry leader quickly vanished.
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The sixth barrier to better advertising is lack of strategy, or having a poor strategy. The client is most often at fault here. The client has not done his homework, has not thought deeply about his brand and its future, and has not developed and tested strategy alternatives. The client tells the agency to go forth and create great advertising, without providing any strategy guidelines. The agency is left to guess and speculate about strategy. Great advertising is rarely created in a strategy vacuum. If the client cannot define a sound strategy, the agency cannot create great advertising. Again, the responsibility for strategy falls squarely on the client. A seventh barrier to better advertising is client ineptness. Some clients processes, policies, and people tend to discourage the creation of great advertising. Arrogance, ambiguity, impatience, ignorance, risk aversion, and inconsistency tend to be the hallmarks of these agency killer clients. Bad clients rarely stimulate or tolerate great advertising. The eighth and last barrier to better advertising is poor copy testing by research companies. Many advertising testing systems are limited to a few markets (and cannot provide representative samples). Some systems are so expensive that the cost of testing exceeds the value of the results. Research companies have been guilty of relying on one or two simplistic measures of advertising effectiveness, while completely ignoring many other very important variables. For instance, for several years research companies argued publicly over which was more important, persuasion measures or recall measures? The truth is that both are important, but of greater import is the fact that neither of these measures alone, or in combination, measures advertising effectiveness. To judge the effectiveness of an ad, many different variables must be measured and considered simultaneously.

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Creating Better Advertising


Given all of these barriers to better advertising, how can client, agency, and research company work together to create more effective advertising? 1. The client must craft a sound strategy for its brand, based on facts, not wishful thinking and self-delusion. The client must carefully define the role of advertising in the marketing plan and set precise communication objectives for the advertising. What exactly does the client want the advertising to convey, to accomplish? Agencies are too often asked to create advertising in an informational vacuum. Agencies are not miracle workers. Once strategy and positioning alternatives are identified and tested, the strategy should be locked downand rarely changed thereafter. 2. As creative executions are developed against the strategy, each execution should be pretested among members of the target audience (pretesting refers to testing advertising before it is aired, and/or before final production. When the term testing is used in this article, it is a shorthand term for pretesting.) The greater the number of executions pretested, the more likely it is that great advertising will emerge. Testing the creative provides a reliable feedback loop that helps agency and client alike become smarter over time. Once a conceptual family of commercials is identified as the optimal campaign of the future, then the campaign should be locked down. Long-term continuity of advertising message is essential to maximizing effectiveness. 3. Use the same pretesting system consistently. There is no perfect advertising pretesting system. Some are better than others, but any system will help improve your advertising. The secret is to use one system over and over, so that everyone (client, agency, and researchers) learns how to interpret the pretesting results for the category and the specific brand. 4. If budget permits, test advertising at an early stage in the creative process (i.e., the storyboard or animatic stage) and also test at the finished commercial stage. Early-stage testing allows rough commercials to be tweaked and fine-tuned before you spend the big dollars on final production. Early-stage testing tends to be highly predictive of finished commercial scores, but not always. Testing the finished commercials
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gives you extra assurance that your advertising is on strategy and working. 5. Build your own action standards over time. As you test every execution, you will begin to learn what works and what doesnt work. Think of the pretesting companys norms as very crude, rough indicators to help you get started with a testing program. But, as quickly as possible, develop your own norms for your category and your brand (yes, all of the advertising effectiveness measures vary by product category and brand). What you are searching for, long-term, are not norms, but action standards (that is, the knowledge that certain advertising testing scores will translate into actual sales increases). 6. Use a mathematical model to derive an overall score for each execution. It doesnt matter that an ad has great persuasion if it does not register the brand name. It doesnt matter that an ad registers the brand name if no one will notice the commercial itself. It doesnt matter that an ad increases short-term purchase interest if it will damage the brands quality reputation over time. So, all of the key variables must be put together intelligently to come up with a composite or overall measure of advertising effectiveness. 7. Use the pretesting results as a guide, as an indicator, but do not become a slave to the mathematical model. Read all of the open-ended questions carefully. Make sure you really understand the underlying reasons. Base your decisions on this comprehensive assessment of the results, and leave yourself some wiggle room. No model or system can anticipate every marketing situation, or give a 100% perfect solution every time. Informed human judgment remains important. 8. Client and agency need to accept that continuous improvement of the advertising is an important goal. This means that every execution is tested and tweaked based on scientific evidence from the target audience. We are not talking about changing the strategy or changing the campaign, but making sure that every execution is on strategy and working as hard as possible. 9. The ultimate goal of testing is an advertising success formula that works. That is, the goal of advertising creative development, and the goal of advertising testing, is to identify the elements/ideas essential to advertising effectiveness, and then to make sure that those
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elements/ideas are consistently communicated by all advertising executions.

The Power of Advertising


We believe in the power of advertising, based on thousands of studies in our archives. Advertising has the power to persuade, the power to influence the mind and shape destiny. It has the power to change markets and improve profit margins. Advertising has short-term power (conveying new information, building awareness, enhancing credibility, etc.) and long-term power (conveying brand image, attaching emotional values to the brand, building positive reputation, etc.). The great power of advertising is seldom achieved in practice, but we cant give up. The potential and the promise are too great. The companies that master the creative guidance and the testing systems to consistently develop and deploy great advertising will own the future and the fortunes that go with it. Great advertising is a cloak of invincibility.

SIGNIFICANCE OF STUDYING ADVERTISEMENT EFFECTIVENESS


It is not at all possible to measure advertisement effectiveness accurately as there are many factors like making a brand image, increasing the sales, keeping people informed about the product, introducing new product, etc, which affect the effectiveness of an advertisement. We all know that there are some companies who advertise at very low level but still their products are a hit and some companies indulge in very heavy advertisements but they dont get desirable results. But then, there are some traditional and modern tools to measure most of the effectiveness of an advertisement through which the advertiser can or may get more and more information about how their ads and product are performing in the market. According to Philip Kotler and Armstrong, the Gurus Of Marketing, there are two most popular areas which need to be measured for knowing the effectiveness of advertisement and they are:

Communication Effect Sales Effect


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Communication Effect Research consists of three types of researches: 1. Direct Rating Method - here, customers are directly asked to rate the advertisement and then these rating are calculated. 2. Portfolio Tests - here, the customers see the ads and listen carefully to the ads and all the contents of the ads and then they are asked to recall the ad and the contents. Then the calculations are done with help of this data. 3. Laboratory tests - here, the apparatus to measure the heart rates, blood pressure, perspiration, etc are used on the customer after he watches the ad, to know the physiological reactions of the body. Sales Effect Research totally depends on the sales of the company. The sales keep varying from time to time. There are some factors affecting sales like product availability, the price of the product, contents of the product, and sometimes the competitors. So this method is a little difficult than the communication one. The company doing sales effect research generally bothers about the sales of the product, they try to know whether or not the money they are spending on the ads is enough or excess. As earlier said, it is not possible to measure each and everything and the chances are at the lower end if the company has many ads running through various mediums at the same time. So suggestion is that the advertiser or the company should use appropriate and different methods which are most suitable for the media under use.

The company can hold surveys and product recognition tests Questionnaire or feedback flyers can be distributed and customers could be asked to fill it up. Toll free number can be highlighted on the ads so that customers can call up. The response rates can be increased by telling customers what to do. For e.g. some ads have lines in flashy color like Hurry Up or No one can eat just one or be the first etc.

These are the traditional ways. Now days, internet is the modern tool for measuring the effectiveness of an advertisement. There are some types such as: Integrated direct marketing - This is an internet based tool where they have a response corner designed on the websites. Whenever the customers visit the sites, they fill up their contact details and give feedbacks. Thus the company supplies more information and sends newsletters and also gets the idea for further action. But then its not that only online advertiser have this facility but
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then advertisers who dont work online can use coupons, discount vouchers, etc. to do this. Analysis tool - there is an analysis tool available on internet by using which the advertiser will know how many customers are visiting the site, who are shopping online, how many pages are viewed, etc. which in turn will help advertiser to measure the effectiveness. Internet is the most easy, cheaper and cost effective way to measure the effectiveness because here no money is wasted as the ad is only viewed when the customer want to view it where as in normal print method or using TV, the ad sometimes goes unwatched or unattended and viewed for the sake of viewing. The effectiveness of advertising in a particular media may also be measured in any of the following ways;

By giving different addresses to different media, Different newspapers may be selected for advertisements of different departments, Coupon blank etc. May be provided with the advertisement or Enquiry from consumers should mention the name of the source of information. The technique is known as keying the advertising. Thus in measuring the effectiveness of advertising we include measuring of the effectiveness of advertising campaign, advertising copy and the effectiveness of individual media. This chapter deals these three problems.

Importance of measuring the Effectiveness of Advertising It acts as a Safety measure: Testing effectiveness of advertising helps in finding out ineffective advertisement and advertising campaigns. It facilitates timely adjustments in advertising to make advertising consumer oriented and result oriented. Thus waste of money in faulty advertising can be avoided. Provides feedback for remedial measures: Testing effectiveness of advertising provides useful information to the advertisers to take remedial steps against ineffective advertisements. Avoids possible failure: Advertisers are not sure of results of advertising from a particular advertising campaign. Evaluating advertising effectives helps in estimating the results in order to avoid complete loss. To justify the Investment in Advertising: The expenditure on advertisement is considered to be an investment. The investment in advertising is a marketing investment and its objectives should be spelt out clearly indicating the results
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expected from the campaign. The rate and size of return should be determined in advance. If the expected rate of return is achieved in terms of additional profits, the advertisement can be considered as effective one. To know the communication Effect: The effectiveness of the advertisement can be measured in terms of their communication effects on the target consumers or audience. The main purpose of advertising is communicated the general public, and existing and prospective consumers, various information about the product and the company. It is therefore desirable to seek post measurements of advertising in order to determine whether advertisement have been seen or heard or in other words whether they have communicated the theme, message or appeal of the advertising. Compare two markets: Under this procedure, advertising is published in test markets and results are contrasted with other. Markets so called control markets which have had the regular advertising program. The measurements made to determine results may be measurements of change in sales, change in consumer attitudes, changes in dealer display and so on depending upon the objectives sought by the advertiser.

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SIGNIFICANCE OF ADVERTISING
Advertising helps in spreading information about the advertising firm, its products, qualities and place of availability of its products, and so on. It helps to create a non-personal link between the advertiser and the receiver of the message. The significance of advertising has increased in the modern era of large scale production and tough competition in the market. Advertising is needed not only by the manufacturers and traders but also for the customers and the society. The benefits of advertising to different parties are discussed in the following paragraphs. Read More: Introduction to Advertising Benefits to Manufacturers and Traders It pays to advertise. Advertising has become indispensable for the manufacturers and distributors because of the following advantages:

Advertising helps in introducing new products. A business enterprise can introduce itself and its products to the public through advertising. It can create new taste among the public and stimulate them to I purchase the new product through effective advertisement. Advertising assists to increase the sale of existing products by entering into new markets and attracting new customers. Advertising helps create steady demand of the products. For in-stance, a drink may be advertised during summer as a product necessary to fight tiredness caused by heat and during winter as an essential thing to resist cold. Advertising help in meeting the forces of competition in the market-place. If a product is not advertised continuously, the competitors may snatch its market through increased advertisementments. Therefore, in certain cases, advertising is a necessity to remain in the market and remind the customer as done by soft drink companies. Advertising is used to increase the goodwill of firm by promising good quality to the customers. Advertisements increase the morale of the employees of the firm. The salesmen feel happier because their task becomes easier if the product is advertised and known to the public Advertising facilitates direct distribution of the product through the retailers. Retailers are encouraged to purchase and sell the advertised products.
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Benefits to Customers Advertising offers the following advantages to customers

Advertising helps the customers to know the the existence of various products and their prices. They can choose from the various brands to satisfy their wants. Thus they cannot be exploited by the sellers. Advertising educates the people about new products and their diverse uses. Advertising increased the utility of products for many people adds to the amount of satisfaction which they are already enjoying. Advertising induces the manufacturers to improve the quality of their products through research and development This ensures supply of the products of better quality to the consumers Benefits to Society The society at large is also benefited because of advertisement:

Advertising provides employment to persons engaged in writing, designing and issuing advertisements. Increase in employment brings additional income with the people which stimulates more demand. Employment is further generated to meet the increased demand. Advertising promotes the standard of living of the people by increasing the variety and quality in consumption as a result of sustained research and development activities by the manufacturers. Advertising educates the people about the various uses of different products and this increases their knowledge. Advertising also helps in finding customers in the international market which is essential for earning foreign exchange. Advertising sustains the press, and other media. It provides, all important source of income to the press, radio and television network. The customers are also benefited because they get newspapers and magazines at cheaper rate. The publishers of newspapers and magazine; are benefited because of increased circulation of their publication;. Lastly advertising also encourages commercial art.

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ELEMENT OF SUCCESSFUL ADVERTISING


When running a business, advertising your products and services is one of the most effective ways to bring in new customers and generate sales. In the process of creating an advertisement, several elements should be included to improve results. By improving advertising efforts, business could directly improve its bottom line. Features One of the essential elements of an advertising campaign is the features of the product or service. The features are what the product offers that the customer can benefit from. For example, if you were selling carpet, a feature would be that the carpet fiber is nylon. This is a specific feature that this piece of carpet offers that other carpets do not. Benefits Benefits are another essential component to include when creating an advertisement. While benefits are closely related to features, they are not the same. For instance, a feature of carpet is the fiber. A benefit tells the customer why that fiber is attractive and what it does. With a nylon carpet, the seller could claim that it stands up to traffic better than other fibers, which keeps it looking better over the long term. Urgency Effective advertising often includes some wording to create a sense of urgency. When urgency is created, it often spurs customers into action. For example, saying that the product is available for a "limited time" might entice a customer to make a purchase. Without urgency, the customer may feel like he can wait until a more opportune time. Layout In a successful advertisement, layout of the information is sometimes just as important as the information itself. You must make the advertisement look appealing to the customer. Simply putting some words on a piece of paper do not create an advertisement. Combine visually appealing elements such as color, word placement and font size. Including images and logos can also help the overall appearance of the ad.
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Offer After presenting the features and benefits and creating a sense of urgency, it is important to make an offer to the customer. The offer typically includes the price, financing terms or some other information that the customer needs to make a purchase. You tell the customer where to go to make a purchase, such as a website or a store. This is important as the customer needs to know what to do next after seeing the ad.

Statistics and Facts about the Global Advertising Market


In 2012, sources predict global advertising spending will amount to anywhere between 438 and 542 billion U.S. dollars. Television is the biggest advertising medium, taking over 40 percent of all advertising revenue and the internet is the medium which reports largest ad in comparison to 2011 it is expected to grow by almost 15 percent in 2012. The Unites States is the biggest advertising market, with projected spending of around 166 billion dollars in 2012.

Overview of all media ad revenues: Internet TV Print media Radio

INTERNET: Global internet advertising revenue from 2007 to 2016 (in billion U.S. dollars) The timeline presents the global internet advertising revenue from 2007 to 2010 and provides a forecast until 2016. In 2010, the global internet advertising revenue amounted to almost 75.6 billion U.S. dollars. The compound annual growth rate for the period from 2012 to 2016 is projected to be 15.9 percent.

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TV: The timeline presents global television advertising revenues from 2007 to 2010 and provides a forecast until 2016. In 2010, global television advertising revenue amounted to about 179.48 billion U.S. dollars. The compound annual growth rate for the period from 2012 to 2016 is projected to be 6.6 percent.

PRINT MEDIA: The spending on print advertising worldwide from 2000 to 2009 and a forecast until 2016. In 2000, global spending on print advertising amounted to 152.2 billion U.S. dollars.

RADIO: The spending on radio advertising worldwide from 2000 to 2009 and a forecast until 2016. In 2000, global spending on radio advertising amounted to 30.2 billion U.S. dollars. Consumer trust in advertising mirrors to a certain extent the amount of money invested in different ad mediums every second person says they trust TV ads and e-mails they signed up for. Surprisingly, other types of online ads score much lower, with only one in every three consumers trusting online video or display ads. From fast facts to a complete market overview and each news brands crib sheet, Facts & Figures will give you the latest numbers and stats.

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According to survey report:

How Much TV Do People Watch During the Day? Nielsens figures reveal that traditional TV viewers watch close to 2 hours of TV per day during primetime hours, but they spend more than 1-and-a-half hours watching during the daytime hours of 11AM-3PM, too. TV consumption is lower in the morning (6AM-10AM) and late night (11PM-2AM) hours, but still averages more than 1 hour (64 and 65 minutes, respectively) among viewers.

Radio Ad Revenue Growth Forecast Downgraded Radio revenues will continue to shift in the next 5 years, as income from online advertising grows by about 10.8% annually versus 2.5% growth for over-the-air (OTA) revenues, forecasts BIA/Kelsey in a new report. Nevertheless, OTA revenues will continue to account for the vast majority (~95%) of radio revenues in 2017, when total revenues are predicted to reach $17 billion. That represents somewhat of a more muted forecast than offered by the researchers last year, when BIA/Kelsey projected total industry revenue to reach $17 billion by 2015.

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News Consumption Still Highest on TV, Where Audiences Go For Breaking News A BBC survey of more than 3,600 wealthy digital device owners in Australia, Singapore, India, UAE, South Africa, Poland, Germany, France, and the US billing itself as the largest global study to date on the consumption of news in the digital age reveals that TV is still the primary device for news consumption, at 42% of respondents time, compared to 29% for laptops, 18% for smartphones, and 10% for tablets. The study finds that rather than cannibalize TV viewing, the rise of tablets and smartphones actually results in greater overall news consumption.

2 in 3 Global Execs Say Use of Social Tech Increases Marketing Effectiveness 83% of executives from around the world surveyed in 2012 reported using at least one social technology, up from 72% in 2011,from a new McKinsey survey. Of those, 9 in 10 reported some measurable business benefit with employees, customers, and business partners. 65% said their use of social tech increases marketing effectiveness (down from 69% in 2011), while 51% said it increases customer satisfaction (up from 47%) and 47% said it reduces marketing costs (up from 43%). For 34% of social tech users, these tools also reduce customer-support costs. On average, respondents reported that their use of social technologies with customers has increased brand awareness by 36% and conversion of customers by 20%. Those figures are up from 32% and 17%, respectively, in the 2011 study. Social networking is only one piece of the social technology landscape. 53% of respondents reported using social networking, up from 50% in 2011 and just 28% in 2009. Other common tools and technologies being used include:
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Online video conferencing (60%); blogs (43%, up from 41% in 2011); Collaborative document editing (43%); video sharing (41%, up from 38% in 2011); RSS (29%, down from 30%); Wikis (26%, up from 25%); and Micro blogging (25%, up from 23%). While there has been a slight uptick in the share of respondents seeing measurable benefits on the customer side of the equation, overall, the study finds that as adoption of social tools grows, the proportion seeing benefits has reached somewhat of a plateau. That leaves executives optimistic but sober about the next leg of the social-technology pathway as they work their way through organizational barriers and see the risks posed by these tools.

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THEORETICAL PERSPECTIVE:

ADVERTISING & CONSUMER BUYING BEHAVIOUR Consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. (Solomon, Bamossy et al. 2006, p6). Consumer buying behaviour in recent time is been driven by point of purchase advertising. Existing queries on marketing communications effectiveness initiates an increase in sales volume and brand building. This paper examines the queries bordered on advertising clutters, medium, message, method, timing and their implications on achieving tactical marketing and sales objectives. The cause and effect relationship between points of purchase (POP) advertising and consumer purchase behaviour was established through extensive review of relevant literature. The recommendations will aid corporate organisations to enhance their point of purchase (POP) advertising and marketing strategies towards increasing overall sales. To further enhance sales, future research should be geared towards product packaging. Advertising is targeted message that communicate information form a company to individual and group of consumer. This media allows companies to draw consumer to companys good and services. It can also influence consumer buying behaviour, which helps companies increase their sales revenue. Economic market includes companies that supply goods or services and consumers who make purchases relating to these items. While consumers will need to purchase goods to live a certain quality of lifesuch as food, clothing or housing---- other products are not as necessary. Therefore, companies must find a way to derive demand for this product.
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Companies may also need to use advertising to stave off the popularity of a competitors product in the economic market. This will result in advertisements that will influence consumers to change their buying behaviour and switch product for specific reasons, such as cost or quality.

The Concept of Point of Purchase Advertising


From the marketing mix elements perspective, point of purchase advertising presents the closest link between promotion and place (distribution). It provides direct promotional prorating of consumers at retail touch point. What makes point of purchase advertising so critical is that it is probably the only advertising option that creates a strong promotional persuasion for the consumer in an environment where all the other marketing mix elements (place, product& price) are present. Arens et al., (2008) defines point of purchase advertising as materials set up at a retail location to build traffic, advertise the product, and promote impulse buying. Materials may include window displays, counter displays, floor and wall display, streamers and posters. Some key points to draw from Arens definition are; (i) Point of purchase advertising is located at retail points: This proposes therefore that point of purchase advertising is very common at the retail end of the distribution channel. He didnt say however that this is the only place where this form of advertising is visible (or is it?) The purpose of POP is to promote impulse buying, build traffic and advertise the product. This therefore implies that pop is not only appropriate for fast moving consumer goods (F.M.C.Gs) in grocery stores; it is also useful for non-impulse based product and service. Therefore contrary to the view of sales oriented people, pop can also be put to use for building traffic and to advertise non-impulse based product like gadgets, home appliances, car and even services.
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(ii)

HOW DO ADVERTISMENT CONTENT AND DESIGN INFLUENCE BUYING BEHAVIOUR???


ABOUT ADVERTISMENT: When you examine an advertisement, whether it is billboard, poster or internet banner ads, you will find elements of content and design. Each element, whether written or graphical, is intentionally added to advertisement to provoke some type of response in the viewer. One of the main aims of print advertising is to persuade consumers to take action and purchase the product and services. INVOKE URGENT ACTION One way that advertising content and design influence buying behaviour is to provoke immediate action by the viewer. As far as content a call to action is key to influence an immediate buying behaviour response from public. For instance, an advertisement that contains the message only 50 remaining may inspire fast reaction from buyers. Another example is online advertising button that says buy now. According to a study ---just viewing certain types of ads for a few momentsonline ad in particular can have both explicit conscious and implicit unconscious effect on the memories of viewer to inspire purchases .

INSPIRE NEED TO SAVE MONEY Advertisements that offer special sales promotions attract the attention of buyer who wants to save money. Some consumers do not act to make purchase until they can save money in the process. In fact, marketing research firm A.C. NIELSEN estimated that 60% of consumer actively looks for coupons ads before making a purchase. So when designing an advertisement, simply adding a coupon can entice cost-conscious viewer to buy.

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CARRYOVER EFFECT: Another way that advertisement content and design can influence buying behaviour is to simply start the spread of information. Even if the initial viewer does not take action to purchase the content, an effectively designed campaign can get people talking and eventually buying. This is called carryover effect of advertisement, where sales occur in later periods after displaying the advertisements. Advertisements may be designed or written for shock value to create this carryover effect. ADVERTISMENT CAMPAIGNS Advertising campaigns are the groups of advertising messages which are similar in nature. They share same messages and themes placed in different types of medias at some fixed times. The time frames of advertising campaigns are fixed & specifically defined. The very prime thing before making an ad campaign is to knowWhy you are advertising and what are you advertising? Why refers to the objective of advertising campaign. The objective of an advertising campaign is to

Inform people about your product Convince them to buy the product Make your product available to the customers

The process of making an advertising campaign is as follows: 1. Research: first step is to do a market research for the product to be advertised. One needs to find out the product demand, competitors, etc. 2. Know the target audience: one need to know who are going to buy the product and who should be targeted. 3. Setting the budget: the next step is to set the budget keeping in mind all the factors like media, presentations, paper works, etc which have a role in the process of advertising and the places where there is a need of funds. 4. Deciding a proper theme: the theme for the campaign has to be decided as in the colours to be used, the graphics should be similar or almost
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similar in all ads, the music and the voices to be used, the designing of the ads, the way the message will be delivered, the language to be used, jingles, etc. 5. Selection of media: the media or number of Medias selected should be the one which will reach the target customers. 6. Media scheduling: the scheduling has to be done accurately so that the ad will be visible or be read or be audible to the targeted customers at the right time. 7. Executing the campaign: finally the campaign has to be executed and then the feedback has to be noted. Mostly used media tools are print media and electronic media. Print media includes newspaper, magazines, pamphlets, banners, and hoardings. Electronic media includes radio, television, e-mails, sending message on mobiles, and telephonic advertising. The only point to remember is getting a proper frequency for the ad campaign so that the ad is visible and grasping time for customers is good enough. All campaigns do not have fix duration. Some campaigns are seasonal and some run all year round. All campaigns differ in timings. Some advertising campaigns are media based, some are area based, some are product based, and some are objective based. It is seen that generally advertising campaigns run successfully, but in case if the purpose is not solved in any case, then the theory is redone, required changes are made using the experience, and the remaining campaign is carried forward.

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STAGES IN ADVERTISING CAMPAIGN


1. Market research: Before you even start thinking about where you might want to place an ad or even what it could look like, its important to do at least some basic research. Even if you arent in a position to bring in an expensive research firm, you can ask your current customers questions about why they come back to you, as well as taking a close look at your target demographics needs and interests. 2. Budgeting: Your business probably has a set advertising budget for the year but how do you divvy it up between your various advertising projects? For each project youre planning, you need to be clear on just how much money youre willing to spend. Youll almost certainly change exactly how you divide it between costs like copy writing and design, but you can treat the overall amount as set in stone. Write it down and put it in your project folder. 3. Setting goals: The aims you have in mind for a particular advertising project need to be written down ahead of time. While its good to be ambitious, its also important to decide what constitutes a successful advertising campaign for your business. Sales can be the simplest metric: if youre advertising a particular product, how many units will you need to sell to pay for that campaign? 4. Advertising venue: The website, tv station, newspaper, radio station, magazine or other advertising venue you place your ad with is a crucial decision. Youll need to look at not only the cost of your preferred venues but also whether they reach your target demographic. Ad buys can make up a significant portion of your budget. Deciding on where you will place your ads first tells you how much money youll have left over for actually creating your ad. 5. Choosing creatives: Unless youre planning to write, shoot and design every part of your ad, youll probaably need to bring in some help. Finding the right freelancers for each aspect requires checking through portfolios and rates if you can find a business or freelancer who can handle all aspects of creating your ad, even if that means subcontracting, it can save you a lot of time. Youll also want to make sure that you find any talent youll need for your ad (voice actors for radio, models for photography and so on). 6. Design and wording: While you may not have a lot of actual writing and designing to do for your ad, during the creation process you will need to review and sign off on different stages of the project. When starting with
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a new designer or other creative, make sure that you both know any expectations for timelines and progress checks. 7. Placing the ad: Once you have a finished ad in hand, its time to actually place it with your preferred advertising venue. You may have a few contracts to sign and a check to hand over. Youll also want to make sure you actually see your ad once its run from a newspaper, for instance, youll want to see the tear sheets of pages containing your ad. 8. Evaluation: Depending on your ad, how you evaluate it can vary. If it included a coupon, for instance, you can simply count how many customers brought in the coupon. For other ads, you may be simply comparing sales before, during and after your advertising campaign. Spend as much time on analyzing how your advertising campaign worked as you can. That information can point you to more effective uses of advertising in the future.

ELEMENTS OF SUCCESSFUL ADVERTISING CAMPAIGN:

Go After Your Target Audience: An advertising campaign should be geared toward your niche market. It is a common mistake to create generic ads that do not speak the language or grab the attention of your potential customers. Ask yourself what kind of customers you want to attract, and make sure your ads speak to them on a personal level.

Highlight Your Competitive Advantage: One of the keys to all advertising is to accentuate the pros of your company -- those factors that give you your competitive edge. Too many ads are clever but fail to sell the specific benefits
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of the featured product or service. Unless you highlight these benefits, your ad delivers no value to potential customers.

Establish an Image: You can recognize the McDonald's arches while whizzing by on the highway. Likewise, there are plenty of products that you recognize by their packaging or logo. Image counts when it comes to advertising and promoting your business. Too many advertisers do not work to build a consistent image, and they're missing the chance to make an impression on prospective customers.

You Have to Spend Money to Make Money: There are ways to save money, but advertising is typically not the place to cut corners. Doing so will affect sales, and that affects the bottom line. Successful advertising may cost some money, but that is because it works.

Advertise in the Right Places: Your favorite magazine, radio station, or even television program might not be a favorite of your audience. Do some research about yourtarget market to understand who they are and determine what they
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read, watch, and listen to. Then advertise in the appropriate media to ensure that you reach your target market.

Don't Allow Your Budget to Run Your Advertising Campaign: If you budget $5,000 per month for advertising, you've made it very easy from a bookkeeping perspective. However, if like most businesses you have seasonal highs and lows, you are spending too much money advertising during down times and not enough when you want to attract customers. Too many entrepreneurs do not budget according to their seasonal advertising needs.

Diversify: It is all too common for business owners to choose the best place to advertise based on price and potential rate of returns, and then stop. As is the case with investing, you do not want to put all of your eggs in one basket. Spread your advertising dollars around by choosing a variety of suitable media for your audience and budget.

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Don't Try to Be Everything to Everyone: No product or service will appeal to everyone. Many business owners, including corporate executives, try to come up with ways to reach every market. Typically, this does not work. It can spell disaster for small businesses, who cannot afford to spread themselves too thin. Therefore, find your market and be everything you can be to that audience.

Test Your Ads in Advance :If you have the time or money to invest infocus groups, you should test your ads on other people. Do they understand and accept the message you are trying to convey? If not, get insight into how you could more effectively communicate your message.There are other lessexpensive ways to test your ads as well -- questionnaires, for example.

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Monitor Your Ads :It is very easy to ask new customers or clients where they heard about you. As simple as this is, many entrepreneurs do not bother to do so. It is advantageous to understand which elements of your ads are most effective and which media offer the most profitable advertising opportunities for your company.

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INDUSTRY PROFILE TYPE OF ADVERTISMENT


Advertising is the promotion of a companys product and services carried out primarily to drive sales of the product and services but also to build a brand identity and communicate change or new product/services to the customer. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenue as their advertising budget. There are several reasons for advertising some of which are as follows: Increasing the sales of the product/services Creating and maintain the brand image Communicating a change in the existing product line. Introduction of a new product or services. Increasing the buzz value of the brand or the company. Thus, several reason for advertising and similarity there exist various media which can be effectively used for advertising. Based on these criteria there can be several branch of advertising. Mention below is the various categories or types of advertising:

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Covert advertisement: Advertising in movies

Covert advertisement is a unique kind of advertisement in which a product or a particular brand is incorporated in some entertainment and media channel like movies, television shows o even sports. There is no commercial in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entrainment show. Some of the famous example for this sort of advertisement is NOKIA.
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SURROGATE ADVERTISING:

ADVERTISING INDIRECTLY Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. For example, a cigarette company might issue public service announcements relating to a topic such as lung cancer, using the company's logo or distinctive brand colours in the ads so that people are exposed to the company's branding without seeing an explicit ad for the company's product. The company would justify the advertisement by claiming that it's an example of social responsibility. There are a number of reasons for companies to use surrogate advertising. One of the most common reasons is to circumvent a ban on direct advertisements of particular products. Many nations have laws restricting
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alcohol and tobacco advertising, for example, so companies use surrogate advertising to market their products. Techniques used might include advertising another product with the same brand name, sponsoring community events, issuing public service announcements, or sponsoring sports teams. All of these activities technically do not violate the ban on direct advertising, but they still get consumers familiar with the company's branding. Surrogate advertising may also be used when companies want to cultivate an image of social responsibility. For example, many health advocates have criticized advertisements for sweet treats aired during children's cartoons. A company might pull outright advertising during these time slots and instead air a series of public service announcements about eating a balanced diet, with the announcements bearing the company's branding.

PUBLIC SERVICE ADVERTISING:

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Public service advertising is designed to inform the public on issues that are frequently considered to be in the general best interests of the community at large. Typically, it reflects a political viewpoint, philosophical theory, religious concept or humanitarian notion. It is also commonly referred to as a public service announcement (PSA) or a community service announcement (CSA). The ads are usually broadcast on radio or television, but may also appear in newspapers or magazines. They are prevalent in industrialized countries throughout the world. PSAs are commonly aimed at altering public attitudes by raising consciousness about particular issues. Health, conservation and safety themes are prevalent in many PSAs. The public service advertising campaigns are often sponsored by trade associations, civic organizations, non-profit institutions or religious groups. The U.S. military, in addition to paid advertising, regularly produces PSAs as part of their recruitment efforts. Some PSA ads use celebrity spokespersons to garner attention. Others attempt to appeal to the masses through portraying risks and issues relevant to ordinary men, women and children. A common misconception about public service advertising is that it includes political campaign ads, which are actually privately funded.

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CELEBRITY ADVERTISING:

Celebrity advertising is the use of a public figures likeness for the purpose of selling a product or service. Celebrity advertising can be accomplished through celebrity endorsements, whereby the celebrity consents for his or her likeness to be used in advertisements for a certain brand. Celebrity advertising without the celebritys consent results in products that are referred to as bootleg merchandise or knock-offs, which feature the celebritys photo or likeness on a product. Celebrity endorsements imply that the celebrity uses the product or service that he or she is endorsing, and prefers it above others of its kind. For this reason, brands will often target celebrities who appear to reflect whichever effects the advertisement is promising. For example, celebrities who are already fit are often approached to represent fitness and weight loss products, and stars that are known for their hair are approached to endorse certain brands of shampoo. In some cases, the celebrity might not even use the product or service at all. Celebrities who knowingly mislead the public in exchange for profit in this regard are often criticized for selling out. Because of this, many North American celebrities have opted to endorse products for advertisements that are only shown overseas, particularly in Japan.
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TOP TV & PRINT ADVERTISERS: Slowdown, as a term, might have the highest recall value for media owners in the year 2011 more so in the case of print. Interestingly, while there would have been a dip in advertising spends in terms of value, advertising volume has in fact increased over the previous year. And even more interestingly volume growth has been higher for print media:

When one moves to the top 10 advertisers for the year 2011 on television, the list seems more or less similar for 2010 and 2011, though the ranking has, of course, changed.

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Two advertisers from last year which are missing this year are Auro Foods and Sehgal Sons both with 1 percent share. Is the situation similar for Print? Lets check it out: Two new entrants for 2011 are Geetanjali Gems and TVC Skyshop. The ones missing from last year are SBI and Dell Computers.

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As for the advertising categories, there are quite a few surprises when compared to the previous year, as far as television goes: Washing powders & liquids, number two category in 2010, is not in top 10 this year. Social advertisement, no 5 last, is top of the heap this year. Have a look at the tables for 2011 and 2010:

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On to print. The top five categories remain the same with just a position switch in rank in number four and five. However, there are two new entrants on eight and nine pipping to the post the categories at those positions in 2010. Educational institutions, top category for both the years shows a 1 percent jump in share:

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ADVERTISIMENT WITH REFERENCETO TOP 3 SECTOR FOOD & BEVERAGES SERVICE SECTORS PERSONAL CARE TV ADVERTISMENT

31% rise in TV ad volumes during 2009 compared to 2008. Food & Beverages was the top sector in TV advertising during 2009. High share of advertising under Toilet Soaps category on TV during 2009. HUL was the number one advertiser on TV during 2009. Ponds White Beauty was the most advertised new brand on TV during 2009.

TV ADVERTISMENT (TOP 3 SECTORS) F&B


TV advertising of Food & Beverages grew by 45% during 2009 compared to 2008. Aerated Soft Drinks was the top category under Food & Beverages sector advertising on TV during 2009. Coca Cola India Ltd was the number one advertisers of Food & Beverages brands on TV during 2009. Personal Care/Personal Hygiene

During 2009, TV ad volumes of Personal Care/Personal Hygiene sector grew by 64% compared to 2008. High advertising share of Toilet Soaps category on TV during 2009. Hindustan Unilever Ltd was the top advertiser under Personal Care/Personal Hygiene sector on TV during 2009. Services

20% rise in TV ad volumes of Services sector during 2009 compared to 2008. DTH Service Providers had the maximum advertising share of Services sector on TV during 2009.
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Memorable ads with proper taglines

DAIRY MILK

Shubh Aarambh

Kuch Meetha Ho Jaaye

Pappu Pass Ho Gaya

kuch meetha ho jaaye

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McDonalds

Im loving it

SURF EXCEL:

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DAAG ACHCHE HAIN

NOKIA connecting people

TIDE
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tide ho to white ho

KFC

FINGER LICKIN GOOD

VODAFONE

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WHEREVER YOU GO WERE OUR NTEWORK FOLLOWS

HAPPY TO HELP

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HERO MOTOCORP

Hum men hai hero PEPSI: (TAGLINES)

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COKE:

"

Coca-Cola

"

" , enjoy

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PROJECT OUTLINE & OBJECTIVE OF THE STUDY


The project deal with a extensive study on the impact and scope of various media used in advertisement industry --- its currently prevailing trends and features and an insight into the impact & scope of various media on consumer buying behaviour

Objective:
To know the impact of various media on different age group people. To study the buying behaviour affected due to advertisement.

To find out effectiveness of advertisement To find out the work don e by advertisement agency & software used by them

To find out celebrity impact on buying behaviour.

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RESEARCH METHOLOGY
RELIABILITY /VARIABLES=gender advertisement.affect advertisement.urgetobuy advertise ment.message advertisement.buyingbehaviour /SCALE('ALL VARIABLES') ALL /MODEL=ALPHA. Reliability [DataSet1] C:\Users\a\Documents\BRM project.sav Scale: ALL VARIABLES Case Processing Summary N Cases Valid Excluded
a

% 100.0 .0

100 0

Total 100 100.0 a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .671 N of Items 5

We have measured a sample of 100 people and found their responses on the effect of advertisements, whether advertisements urge them to buy or not and what is the buying behaviour based on advertisements. We have done a reliability test and has found that the our measure is 0.671. Since our measure is > 0.6 hence we conclude that the test done by us is reliable.

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CROSSTABS /TABLES=gender BY age /FORMAT=AVALUE TABLES /CELLS=COUNT /COUNT ROUND CELL. Crosstabs [DataSet1] C:\Users\a\Documents\BRM project.sav

Case Processing Summary Cases Valid N respondents gender * respondents age Percent Missing N 0 Percent .0% N Total Percent

100 100.0%

100 100.0%

respondents gender * respondents age Crosstabulation Count respondents age 18 or less respondents gender Total Male Female 2 4 6 19-28 35 23 58 29-50 17 10 27 50 and above 6 3 9 Total 60 40 100

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We have taken a sample of 100 people and found the above distribution of males and females according to different age groups. GRAPH /PIE=COUNT BY advertisement.affect. Q1) how does advertisement affect you? a) Recall b) Positive impression purchase/explore c) Interest d) Desire to

We have measured the response of 100 people and have analysed that advertisement first of all creates an interest in customers mind and then a desire to buy or explore the product. GRAPH /PIE=COUNT BY advertisement.urgetobuy.

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Q2) Does ad urge you to buy the product? Graph: [DataSet1] C:\Users\a\Documents\BRM project.sav

We could see from the pie chart that maximum number of customers feel that advertisement urge them to buy the product. GRAPH /BAR(SIMPLE)=COUNT BY celebrity.impact.

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Q3) Presence of celebrity in an advertisement creates a strong impact? Graph:[DataSet1] C:\Users\a\Documents\BRM project.sav

We could clearly see from the Bar Graph that celebrity plays an important role in an advertisement.This is true also as many customers have their own role models and seeing them in an ad creates a sense of Belonginess and trust to that brand. Example :Amitabh Bachan in Cadbury ads, Shahrukh Khan in Frooti ad. GET FILE='C:\Users\a\Documents\BRM project.sav'. DATASET NAME DataSet1 WINDOW=FRONT. GRAPH /BAR(SIMPLE)=COUNT BY advertisement.buyingbehaviour.

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Q4) Does an advertisement affect your buying behaviour? Graph:[DataSet1] C:\Users\a\Documents\BRM project.sav

We have measured the responses of 100 people and have analysed that advertisement plays a very important role in buying behaviour of the customers. They could relate themselves to the product, celebrity through advertisements.

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SPSS ANALYSIS TROUGH VARIOUS ADS


DESCRIPTIVES VARIABLES=age /STATISTICS=MEAN STDDEV MIN MAX. Descriptives:[DataSet1] C:\Users\a\Documents\BRM project.sav Descriptive Statistics N Minimum Maximum Mean Std. Deviation respondents age respondents buying behaviour respondents motivated by ads Valid N (listwise) 100 100 100 100 1 1 1 4 2.39 3 1.73 4 2.25 .737 .930 .783

We have measured the Reponses of 100 people and have analysed that mean of all age groups taken that is 18 or less, 19-28, 29-50 and 50 above the mean of age groups of customers came out to be 2.39 i.e near about 19 to 28 age people. The standard deviation from mean came out to be .737 which is not much hence not much standard error. INDEPENDENT TEST: NPAR TESTS /K-W=advertisement.affect advertisement.buyingbehaviour BY gender(1 2) /MISSING ANALYSIS.

NPar Tests [DataSet1] C:\Users\a\Documents\BRM project.sav

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Kruskal-Wallis Test Ranks respondents gender respondents adds affect Male Female Total respondents buying behaviour Male Female Total N 60 40 100 60 40 100 50.23 50.90 Mean Rank 46.09 57.11

Test Statisticsa,b respondents adds affect Chi-Square 3.762 df 1 Asymp. Sig. .052 a. Kruskal Wallis Test b. Grouping Variable: respondents gender Chi-Square Test Frequencies respondents adds affect Observed N Recall positive impression Interest desire to purchase/explore Total 16 20 35 29 100 Expected N 25.0 25.0 25.0 25.0 Residual -9.0 -5.0 10.0 4.0 respondents buying behaviour .017 1 .896

We have expected that number of customers who would recall the advertisement to be 25 but somehow the observed part is 16 therefore there is a difference or RESIDUAL of -9 because our expected frequency is less than
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the observed similarly advertisement create an interest and desire to purchase and their observed frequency came out to be more than expected frequency hence its residual came out be positive. respondents buying behaviour Observed N yes no sometimes Total 60 7 33 100 Expected N 33.3 33.3 33.3 Residual 26.7 -26.3 -.3

respondents thinking of ads Observed N just try to sell the product entice people to try the product products of high quality brand awareness, company trying to explore itself. Total 36 19 7 38 100 Expected N 25.0 25.0 25.0 25.0 Residual 11.0 -6.0 -18.0 13.0

respondents motivated by ads Observed N strongly agree agree neutral disagree Total 14 54 25 7 100 Expected N 25.0 25.0 25.0 25.0 Residual -11.0 29.0 .0 -18.0

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Test Statistics respondents buying behaviour respondents respondents motivated by thinking of ads ads

respondents adds affect

Chi-Square 8.880a 42.140b 26.000a 51.440a df 3 2 3 3 Asymp. Sig. .031 .000 .000 .000 a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 25.0. b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 33.3.

Since p= 0.31>0.05 for ads affect hence we accept the null hypothesis. In rest other cases p<0.05 hence we reject the null hypothesis.

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CORRELATIONS /VARIABLES=advertisement.urgetobuy advertisement.attention celebrity.imp act /PRINT=TWOTAIL NOSIG /MISSING=PAIRWISE. Correlations [DataSet1] C:\Users\a\Documents\BRM project.sav Correlations respondents respondents celebrity motivated attention presence in by ads towards ads ads respondents motivated by ads Pearson Correlation Sig. (2-tailed) respondents attention towards ads N Pearson Correlation Sig. (2-tailed) N celebrity presence in Pearson ads Correlation Sig. (2-tailed) 100 .254* .011 100 .226* .024 100 .043 .672 1 .254* .011 100 1 .226* .024 100 .043 .672 100 1

N 100 100 100 *. Correlation is significant at the 0.05 level (2tailed). We could see that customers are motivated or the advertisement urge them to buy if they catch attention towards the ads therefore r= .254 hence a positive relationship between them. Similarly if they find a celebrity in the ads then also they get motivated as r=.226 therefore again a positive relationship. ONEWAY advertisement.affect advertisement.buyingbehaviour BY gender
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Oneway [DataSet1] C:\Users\a\Documents\BRM project.sav ANOVA Sum of Squares respondents adds affect Between Groups Within Groups Total respondents buying Between behaviour Groups Within Groups Total 3.527 104.183 107.710 .027 85.683 85.710 df 1 98 99 1 98 99 .027 .874 .030 .862 Mean Square 3.527 1.063 F 3.317 Sig. .072

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FINDINGS 1. We have measured a sample of 100 people and found their responses on the effect of advertisements, whether advertisements urge them to buy or not and what is the buying behaviour based on advertisements. We have done a reliability test and have found that the measure is 0.671. Since our measure is > 0.6 hence we conclude that the test done by us is reliable. 2. We have measured the response of 100 people and have analysed that advertisement first of all creates an interest in customers mind and then a desire to buy or explore the product. 3. We could see from the pie chart that maximum number of customers feel that advertisement urge them to buy the product. 4. We could clearly see from the Bar Graph that celebrity plays an important role in an advertisement. This is true also as many customers have their own role models and seeing them in an ad creates a sense of Belongingness and trust to that brand. Example: Amitabh Bachan in Cadbury ads, Shahrukh Khan in Frooti ad. 5. We have measured the responses of 100 people and have analysed that advertisement plays a very important role in buying behaviour of the customers. They could relate themselves to the product, celebrity through advertisements. 6. We could see that customers are motivated or the advertisement urge them to buy if they catch attention towards the ads therefore r= .254 hence a positive relationship between them. 7. We have expected that number of customers who would recall the advertisement to be 25 but somehow the observed part is 16 therefore there is a difference or RESIDUAL of -9 because our expected frequency is less than the observed similarly advertisement create an interest and desire to purchase and their observed frequency came out to be more than expected frequency hence its residual came out be positive. 8. We have measured the responses of 100 people and have analysed that advertisement plays a very important role in buying behaviour of the customers. They could relate themselves to the product, celebrity through advertisements

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RECOMMENDATION
We reached some suggestions: Advertisements should not be expensive because the advertisements lead to increase in the price of the product. Media should be selected according to the choice of the customer. In rural areas media should be according to the choice of the people. To give more attention in making of the advertisements to make it effective for sales. Price should be decreased so as to attract the customers to use the products more. To give attention on the weak media of advertisements so that customer comes to know about the product It should be an attractive one so that people are attracted towards the advertisements.

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LIMITATIONS OF THE STUDY

The project rely on primary data. Consumer give very unclear picture. We have a limited time. The study is based on limited sample. It was our first attempt to undertake such a study, thus the inexperience was also a obstacle to accomplish the project in a proper way. It was also difficult to get proper information from the people because they were indulged in some other activities.

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CONCLUSION GENERAL CONCLUSION:


Advertisement firm as its basis of fundamental tool production uses it. It normally has long term objective like brand building , brand awareness or building consumers loyality or repositioning a brand. It helps sales by adding some durable and long term value to the product. Advertising is mostly an indirect way for consumer to buy the product. Thus, from the study it can be concluded that it is important for media planner to decide the most effective media vehicle with each chosen media type. Deciding on timing of advertisement depends upon season, business cycle. The budget allocation is also important and the effectiveness of advertisement will depend on organisational promotional strategy.

SPECIFIC CONCLUSION:
Advertisement play a vital role in promoting a product or service of any company who would like to reach their target audience with a relevant advertisement message. Its a life blood of any product success in the market place. It is the responsibility of the companies to choose right advertising agency. Right message to reach out to right target audience to get a good brand recall and gain high market share of its product and services. The more effective an advertising campaign , more the customer it draws and with great frequency. Advertisement is the part of overall marketing strategy of a business which aims at advertising along with other tools for maximum impact.

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BIBLOGRAPHY
Www. Wikipedia.com Www. Google.co.in http://www.campaigindia.in/news Advertisement sites and blogs Marketing managementPhilip kotler Advertising & sales promotion- S.L Gupta , V.V ratra

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ANNEXURE
QUESTIONNAIRE NAME: Note: Please copy and paste this tick ( ) in front of your option while filling online. 1: HOW DOES ADVERTISMENT AFFECT YOU? (A) RECALL (B) POSTIVE IMPRESSION PURCHASE/EXPLORE 2: DOES AD URGE YOU TO BUY THE PRODUCT? (A) STRONGLY AGREE (B)AGREE (C) NEUTRAL (D) DISAGREE (C) INTEREST (D) DESIRE TO

3: WHICH ASPECT OF AD TO YOU BECOMES MOST IMPORTANT? (A) THEME (B)PUNCHLINE (C)MODEL (D) MESSAGE

4: WHAT WOULD YOU SAY ABOUT THE MAIN MESSAGE OF ADS?? (A) JUST TRY TO SELL THE PRODUCT (B) ENTICE PEOPLE TO TRY THE PRODUCT (C) PRODUCT IS OF HIGH QUALITY (D) BRAND AWARNESS , COMPANY IS TRYING TO EXPOSE ITSELF 5: DOES ADVERTISEMENT CATCH YOUR ATTENTION AND MAKE YOU AWARE OF THE PRODUCTS? (A)STRONGLY AGREE (B) AGREE (C) NEUTRAL (D) DISAGREE 6. PRESENCE OF CELEBRITY/INDOSER IN AN ADVERTISEMENT CREATE A STRONG IMPACT(A) STRONGLY AGREE (B)AGREE (C) NEUTRAL (D) DISAGREE 7. DOES AN ADVERTISMENY AFFECT YOUR BUYING BEHAVIOUR? (A) YES (B) NO (C) SOMETIMES
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8. DO YOU FEEL ADVERTISEMENTS ARE MISGUIDING? (A) YES (B) NO (C) RARELY

9. DO YOU THINK ADVERTISEMENTs ARE REQUIRED FOR BRAND TO BE KNOWN? (A)YES (B) NO

10: REASON FOR DRINKING COLA(A) PARTY (B) GET TOGETHER WITH SOMEBODY (C) DATE (D) REFRESHMENT 11: What is the most memorable ad you have ever seen? (Related to any product, any company).

12: ARE YOU?

(A) MALE

(B) FEMALE

13:HOW OLD ARE U? (A) 18 or less (C) 29-50 (B) 19-28 (D)51 AND ABOVE

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