INTRODUCTION

ADVERTISING is any paid form of no personal presentation and promotion of ideas, goods or services by an identified sponsor. rgani!ations "andle t"eir advertising in different #ays. In small companies advertising is "andled by someone in t"e sales or mar$eting department, #"o #or$s #it" an advertising agency. A large company #ill often set %p its o#n advertising department, #"ose manager reports to t"e vice president of mar$eting. T"e advertising department&s 'ob is to propose a b%dget( develop advertising strategy( approve ads and campaigns and "andle direct mail advertising, dealer displays, and ot"er forms of advertising. )ost companies %se an o%tside agency to "elp create advertising campaign and to select and p%rc"ase media. Advertising and promotions is bringing a service to t"e attention of potential and c%rrent c%stomers. Advertising and promotions are best carried o%t by implementing advertising and promotions plan. T"e goals of t"e plan s"o%ld depend very m%c" on t"e overall goals and strategies of t"e organi!ation, and t"e res%lts of t"e mar$eting analysis, incl%ding t"e positioning statement. T"e plan %s%ally incl%des #"at target mar$ets yo% #ant to reac", #"at feat%res and benefits yo% #ant to convey to t"em, "o# yo% #ill convey it to t"em *t"is is often called yo%r advertising campaign+, #"o is responsible to carry t"e vario%s activities in t"e plan and "o# m%c" money is b%dgeted for t"is effort. S%ccessf%l advertising depends very m%c" on $no#ing t"e preferred met"ods and styles of comm%nications of t"e target mar$ets t"at yo% #ant to reac" #it" yo%r ads. A media plan and calendar can be very %sef%l, #"ic" specifies #"at advertising met"ods are %sed and #"en. ,or eac" service, caref%lly consider- ."at target mar$ets are yo% trying to reac" #it" yo%r ads/ ."at #o%ld yo% li$e t"em to t"in$ and perceive abo%t yo%r prod%cts *t"is s"o%ld be in terms of benefits to t"em, not yo%+/ ."at comm%nications media do t"ey see or prefer t"e most/ 0onsider TV, radio, ne#sletters, classifieds, displays1signs, posters, #ord of mo%t", press releases, direct mail, special events, broc"%res, neig"bor"ood ne#sletters, etc. 234

."at media is most practical for yo% to %se in terms of access and affordability *t"e amo%nt spent on advertising is often based on t"e reven%e e5pected from t"e prod%ct or service, t"at is, t"e sales forecast+/ 6o% can often find o%t a lot abo%t yo%r c%stomers preferences '%st by cond%cting some basic mar$et researc" met"ods. T"e follo#ing closely related lin$s mig"t be %sef%l in preparation for yo%r planning.

A word of warning 7Advertising7 is not easily defined, t"o%g" many people "ave tried. Narro#ly, it means clearly identifiable, paid for comm%nications in t"e media, #"ic" aim to pers%ade, inform or sell. 8%t t"e #ord is also %sed to cover a m%c" broader range of activities from design to p%blic relations by #"at are often t"e same organi!ations, %sing similar s$ills.

The main players Advertising is not a single ind%stry, b%t spreads %ntidily across at least t"ree separate $inds of employer organi!ation t"ose #"o are use it *t"e advertisers+( make it *t"e advertising agencies+( and display it *t"e media+. A n%mber of ot"er, more speciali!ed organi!ations e.g. mar$et researc" companies are also involved.

Different sorts of advertising 9sing its narro#er definition, advertising ta$es t#o main forms 7Display7, and 7classified7. Display advertising embraces TV and radio commercials, posters, and large display spaces in t"e press, ne#spapers and maga!ines. *T"e press media also carry a "%ge vol%me of classified advertising small space commercial, recr%itment and personal ads.+ T"en t"ere are direct mail and circulars advertisements %sing t"e letterbo5 as a medi%m. Direct response advertising *also called 7direct mar$eting7, i.e. %sing t"e ad in place of a retail o%tlet+ c%ts across t"ese divisions. It vario%sly employs direct mail, send a#ay co%pons in t"e press, and p"one n%mbers on radio and TV as t"e c%stomer7s means of contact. At t"e broadest, a #"ole gam%t of ot"er activities e.g. sales promotion e!hi"itions design and packaging and even mar$eting itself are seen as 7advertising7 too. 2:4

T"e aggregation of s%c" tools, along #it" media advertising, price and distrib%tion, are often called t"e marketing mi!. 8eca%se all t"ese activities re;%ire more or less t"e same s$ills *often %sing t"e same people+, and serve similar ob'ectives, t"is boo$let aims to provide some information abo%t all of t"em. <o#ever t"e #ord 7advertising7 from "ere on means display advertising %nless ot"er#ise stated.

Advertising audiences ,inally, #e also categories advertising in terms of t"ose to #"om it is directed its a%dience. T#o most obvio%sly contrasted a%diences are consumers *t"e general p%blic+ and "usinesses. .it"in t"ese t#o big a%dience categories, advertisers %se m%c" more e5act definitions of t"eir desired a%dience *or 7target gro%p7+. T"ese describe a consumer target in terms of, for instance, age, class, se5, region, be"avior, and lifestyle. A "usiness target can be defined by "is or "er company si!e, its type of activity, and t"e b%yers7 or decision ta$ers7 o#n partic%lars.

The Advertising #usiness$ %tructural Diagram Advertising o"&ectives If advertising ta$es varied forms, t"e o"&ectives of individ%al advertisers are even more diverse. Very often t"ey are commercial mar$eting ob'ectives for instance to enlarge t"e profitable sales of someone7s goods or services. 8%t to say s%c" ads simply aim to 7sell t"e prod%ct7 is an oversimplification. T"ey may be to slo# do#n a brand7s grad%al decline, or simply to get t"e p%blic to reappraise its opinion of a partic%lar company or organi!ation, or '%st to provide information. )oreover noncommercial advertiser&s government departments, c"arities, political parties and trade %nions #ill "ave entirely different ob'ectives from, say, a cat food or comp%ter man%fact%rer. Advertising ob'ectives do not lend t"emselves to generali!ation. T"e best general #ay to loo$ at advertising systematically is as a %sef%l b%t e5pensive means *and not t"e only one available+ to ac"ieve vario%s ends. Incidentally, %nless yo% $no# t"e act%al ob'ectives and res%lts of a partic%lar advertisement yo%7ve seen, it7s %n#ise to '%dge it as 7good7 or 7bad7. T"e only criterion is #"et"er t"e val%e of its effect #as #ort", or more t"an #ort", its cost.

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8riefly, once an advertiser *t"e client+ identifies needs for #"ic" advertising is t"e best sol%tion, "e briefs independent specialists *typically an advertising agency+ to plan t"e details and create t"e advertising. ."en approved, t"is is displayed in t"e agreed medi%m *for instance television+ at an agreed cost. Researc" specialists commonly test t"e advertising before"and and1or try to meas%re its effects after#ards. An advertising programme of t"is $ind is generally called a campaign, and %s%ally incl%des a series of advertisements, in a n%mber of broadcast c"annels or printed media. T"e campaign is %s%ally based on statistical calc%lations of #"at percentage of t"e target gro%p #ill see it *penetration+ "o# many times on average *fre;%ency+. t"er variables are "o# s$illf%lly t"e media "ave been bo%g"t, t"e si!e of t"e commission or fees paid to t"e advertising agency, and t"e cost of prod%cing t"e ads t"emselves. At first reading t"is #ill so%nd rat"er imprecise and complicated. 8%t #it" e5perience, it is possible to say fairly acc%rately #"at a partic%lar campaign is li$ely to cost or, conversely.

'ow much advertising a given "udget and "rief will "uy( 0osts are %s%ally rec$oned on t"e basis of 70>T7 t"e average 0ost >er T"o%sand people Reac"ed in t"e target gro%p. T"is of co%rse varies according to t"e si!e of t"e ad, t"e rates 0"arged by t"e individ%al media, and #"et"er a printed ad is blac$ and #"ite, or f%ll color, etc. No#adays virt%ally every organi!ation in t"e 9? %ses advertising in one #ay or anot"er, beca%se t"ey find it a practical and cost effective #ay of ac"ieving some of t"eir aims. T"e operative #ords are 7cost effective7. If t"e ob'ectives are commercial, one test #o%ld be #"et"er, in t"e long r%n, t"e company gets a better profit res%lt overall from a partic%lar #eig"t of advertising t"an from, say, a "eavier or lig"ter #eig"t, or none. If t"e ob'ectives aren7t commercial b%t, for instance, to comm%nicate information, t"e ;%estions are *a+ ."et"er t"e effects of advertising are #ort" t"e cost, and 2@4

*b+ ."et"er advertising is t"e most ine5pensive #ay of creating t"ese effects. It is diffic%lt to meas%re or demonstrate e5act cost benefits from advertising and certainly to forecast t"ese in advance. Apart from sales statistics, t"e most common tools are vario%s specialised forms of mar$et researc", and econometric modeling. T"e reason advertising so irritatingly el%des logical or scientific analysis is t"at t"ree variables are involved in its effects t#o of t"em not easily meas%rable. T"ese are t"e #eig"t of advertising, t"e effectiveness of t"e creative idea and e5ec%tion, and t"e latent potential of t"e sit%ation to be c"anged by advertising or anyt"ing else any#ay. Ai$e it or "ate it, advertising is generally recogni!ed to "ave several practical benefits for society at large.

)ore media ne of t"ese is t"at it largely finances t"e media. .it"o%t advertising reven%e, t"e 9? #o%ld "ave no commercial TV or radio, far fe#er and m%c" more e5pensive ne#spapers and maga!ines, and of co%rse no posters. 0inema tic$ets #o%ld be more e5pensive. In t"is regard, advertising7s effect is vastly to enric" t"e variety and n%mbers of media available, and it is an a%t"entic engine of freedom of speec". It also claims t"is freedom itself, #it"in t"e la#. *In t"e 9? t"e principle of 7editorial independence7 means t"at advertisers pay for t"e media, b%t cannot m%c" infl%ence t"e media7s editorial content, #"et"er e5cellent or deplorable. 8roadcasters and editors say #"at t"ey #ant to say- t"e advertisers are simply allo#ed to b%y a proportion of discrete spaces to say #"at t"ey #ant to say.+ Choice Advertising, beca%se it is 7competitive7, is an agent to improve t"e range of prod%cts available, t"e speed #it" #"ic" ne# ones can be introd%ced, and even t"e #ays in #"ic" #e s"op.

*rices 2B4

,inally, despite its cost *;%ite often as m%c" as B per cent of total prod%ct costs+ it "as t"e Tendency to red%ce prices, beca%se of t"e efficiency it creates t"ro%g" economies of scale, and t"e nat%re of competition. Advertising is often critici!ed, t"e t"ree most common criticisms being T"at it is #astef%l and increases prices *ie #it"o%t its e5pense, t"e goods advertised #o%ld ot"er#ise be c"eaper+( T"at it is v%lgar and tasteless( and T"at it e5ploits cons%mers and creates %nnecessary needs. Its defenders point o%t t"at advertising seems to red%ce rat"er t"an inflate prices, especially in competitive mar$ets( taste is an individ%al matter, and advertisements are often more attractive, tastef%l and entertaining t"an t"e programmes or printed te5t t"at ad'oin t"em( and ads reflect p%blic needs rat"er t"an creating t"em. )oreover cons%mers are not m%gs. ,or its part, t"e general p%blic tend increasingly to li$e and approve of advertising, seeing it as at #orst "armless and, at best, entertaining and "elpf%l. 6o% #ill "ave to ma$e %p yo%r o#n mind abo%t t"is ;%estion, and if yo% strongly s"are t"e criticisms, it may be as #ell not to #or$ in a b%siness of #"ic" yo% disapprove. <o#ever as a final t"o%g"t, most people #"o #or$ in advertising come to ac;%ire a "ealt"y respect for t"e p%blic7s good '%dgment. Advertising standards *for instance, to prevent misleading campaigns+ are generally policed in t"e 9? by vigoro%sly enforced vol%ntary codes of practice. T"ese are %nderpinned #"ere necessary by la#s and stat%te. Despite its glit!y rep%tation, by no means all advertising #or$ is glamoro%s or "ig"ly paid. n t"e ot"er "and, it offers an e5traordinary #ide range of interesting different 'obs and career pat"s. And it7s one of t"e recogni!ed '%mping off points for posts in top management later on. 2C4

It7s also ;%ite a small b%siness in terms of n%mbers. 8eca%se of t"e small n%mbers it employs, only a fe# of t"e many people #"o #ant to #or$ in advertising s%cceed in finding 'obs in it. Also, t"e 7#astage rate7 after#ards is rat"er "ig" in some areas. ,or gifted and determined people, on t"e ot"er "and, it can be a partic%larly satisfying career #"ic" also offers constant opport%nities for advancement, or a c"ange of direction. D%st abo%t all advertising 'obs demand an interest in people. T"is is more or less t"e only 0ommon denominator. If yo% don7t li$e people very m%c", advertising #on7t be yo%r c%p of tea. T"e ot"er ;%alifications depend on t"e specific 'ob, #"ic" can call for very different interests, aptit%des and temperaments. T"is section o%tlines t"e main $inds of #or$ in #"ic" advertising are involved in one #ay or anot"er. T"ey may be considered bot" hori+ontally, in terms of t"e #ide spread of different s$ills and aptit%des #"ic" are re;%ired, and vertically, in terms of %p#ard career pat"s. An important point to notice is t"at in many 'obs, advertising #or$ is only part of other Responsi"ilities. Sometimes it7s only a small part, albeit an interesting and re#arding one. T"is is #ort" bearing in mind in career planning- t"ere are many options for moving side#ays as #ell as %p#ards eg bet#een an ad agency and a client, or per"aps in, o%t of, or bet#een t"e media. T"is is partly beca%se similar s$ills and $no#ledge are in demand in all t"ree sectors, partly beca%se "andsEon e5perience in one field is often t"o%g"t val%able by an employer in anot"er one. <ere are t"e main categories of #or$ available0reative >lanning Statistics, Researc" and Analysis 78%ying and Selling7 Sales >romotion )anagement Administration 2F4

,)0G is one of t"e most mat%re mar$ets and, as yo%nger, more dynamic sectors s%c" as leis%re, entertainment and travel come to t"e fore, it "as beg%n to lose s"are of private e5pendit%re. ,)0G man%fact%rers and retailers t"erefore need to generate ent"%siasm for t"eir offerings so t"at t"ey can compete on an even playing field for 7s"are of #allet7. G,)0G are losing Hs"are of #allet&. E0R "as "elped to improve profitability, b%t aggressive reven%e initiatives are no# also needed. If ,)0G companies can ma$e 0ons%mers more ent"%siastic abo%t t"eir prod%cts, t"e sector co%ld be revol%tioni!edI

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,-,CUTI., %U))AR/
T"e report involved analy!ing and eval%ating advertising strategies for vario%s companiesAdvertising$ DOING BUSINESS WITHOUT ADVERTISING IS LIKE WINKING AT A GIRL IN THE DARK; YOU KNOW WHAT YOU ARE DOING, BUT NOBODY ARE DOES According to t"e American )ar$eting Association, 0"icago adverting is 0any paid form of non personal presentation of ideas goods and services "y an identified sponsor1( Advertising is a form of pers%asive comm%nication #it" t"e p%blic. T"e ob'ect

Advertising is-E
*3+ Inform c%stomers of t"e goods and services. *:+ 8rings o%t t"e prod%ct %se >&s *=+ 0alls for or invites people to b%y t"e prod%ct *@+ )ass comm%nication *B+ Attract attention *C+ Ao%sing interest *F+ 8%ilding desire *J+ btaining action. 2K4

'ow much advertising a given "udget and "rief will "uy( 0osts are %s%ally rec$oned on t"e basis of 70>T7 t"e average 0ost >er T"o%sand people reac"ed in t"e target gro%p. T"is of co%rse varies according to t"e si!e of t"e ad, t"e rates c"arged by t"e individ%al media, and #"et"er a printed ad is blac$ and #"ite, or f%ll color, etc. No#adays virt%ally every organi!ation in t"e 9? %ses advertising in one #ay or anot"er, beca%se t"ey find it a practical and cost effective #ay of ac"ieving some of t"eir aims. T"e operative #ords are 7cost effective7. If t"e ob'ectives are commercial, one test #o%ld be #"et"er, in t"e long r%n, t"e company gets a better profit res%lt overall from a partic%lar #eig"t of advertising t"an from, say, a "eavier or lig"ter #eig"t, or none. If t"e ob'ectives aren7t commercial b%t, for instance, to comm%nicate information, t"e ;%estions are *a+ ."et"er t"e effects of advertising are #ort" t"e cost, and *b+ ."et"er advertising is t"e most ine5pensive #ay of creating t"ese effects. It is diffic%lt to meas%re or demonstrate e5act cost benefits from advertising and certainly to forecast t"ese in advance. Apart from sales statistics, t"e most common tools are vario%s specialised forms of mar$et researc", and econometric modeling. T"e reason advertising so irritatingly el%des logical or scientific analysis is t"at t"ree variables are involved in its effects t#o of t"em not easily meas%rable. T"ese are t"e #eig"t of advertising, t"e effectiveness of t"e creative idea and e5ec%tion, and t"e latent potential of t"e sit%ation to be c"anged by advertising or anyt"ing else any#ay. Ai$e it or "ate it, advertising is generally recogni!ed to "ave several practical benefits for society at large.

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)ore media ne of t"ese is t"at it largely finances t"e media. .it"o%t advertising reven%e, t"e 9? #o%ld "ave no commercial TV or radio, far fe#er and m%c" more e5pensive ne#spapers and maga!ines, and of co%rse no posters. 0inema tic$ets #o%ld be more e5pensive. In t"is regard, advertising7s effect is vastly to enric" t"e variety and n%mbers of media available, and it is an a%t"entic engine of freedom of speec". It also claims t"is freedom itself, #it"in t"e la#. *In t"e 9? t"e principle of 7editorial independence7 means t"at advertisers pay for t"e media, b%t cannot m%c" infl%ence t"e media7s editorial content, #"et"er e5cellent or deplorable. 8roadcasters and editors say #"at t"ey #ant to say- t"e advertisers are simply allo#ed to b%y a proportion of discrete spaces to say #"at t"ey #ant to say.+

Choice Advertising, beca%se it is 7competitive7, is an agent to improve t"e range of prod%cts available, t"e speed #it" #"ic" ne# ones can be introd%ced, and even t"e #ays in #"ic" #e s"op.

*rices ,inally, despite its cost *;%ite often as m%c" as B per cent of total prod%ct costs+ it "as t"e Tendency to red%ce prices, beca%se of t"e efficiency it creates t"ro%g" economies of scale, and t"e nat%re of competition. Advertising is often critici!ed, t"e t"ree most common criticisms being T"at it is #astef%l and increases prices *i.e. #it"o%t its e5pense, t"e goods advertised #o%ld ot"er#ise be c"eaper+( T"at it is v%lgar and tasteless( and T"at it e5ploits cons%mers and creates %nnecessary needs. 2334

OBJECTIVES of RESEARCH:
A st%dy of media strategy and fact as t"ey related to an advertising campaign e5plore media analysis selection and advertising campaign. To s"o# t"e benefits of an advertising. To identify t"e problem in national advertising. To describe t"e step involved in designing advertising. To creation of a#areness and interest of t"e ne# prod%ct by advertising.

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RESEARCH METHODOLOGY: Researc" met"odology is simple frame#or$ or plan for t"e st%dy t"at is as g%ide in collection and analy!ing t"e data. It is t"e bl%e print t"at is follo#ed in completes t"e st%dy. T"%s, good researc" met"odology ens%res t"e completion of pro'ect efficiency and affectivity. Since t"ere are many aspect of researc" met"odology, t"e line of action "as to be c"osen from t"e variety of alternatives, to c"oose t"e s%itable met"od t"ro%g" t"e assessment from vario%s alternatives. Researc" met"odology gives t"e researc"er an opport%nity to p%t for#ard "is arg%ment for "aving opted for certain alternatives and also at t"e same time "e can '%stify "is r%ling o%t some ot"er possibility li$es. ."y researc" st%dy "as been %nderta$en, "o# t"e researc" problem "as been form%lated #"at data "as been collected, #"at partic%lar tec"ni;%e if analy!ing t"e data "as been %sed and lot of similar type ;%estion are %s%ally ans#ered #"en #e tal$ of researc" problem in st%dy. ?eeping in vie# t"e above stated ob'ectives t"e follo#ing met"odology #as adopted$

The )arketing Research *rocess Define the pro"lem and Research O"&ectives - E T"e first and main step of any researc" is to define t"e relevant problems or ob'ective for #"ic" t"e researc"er #ants to do researc". Develop the research plan$ 2 To ma$es t"e plan for overall researc" as "o#, #"en, #"ere and from #"om researc"er #ill collect t"e data. Collect the information$ 2 T"e information can be collected by primary data or secondary data, or by t"e combination of bot" met"ods.

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),T'OD% O3 DATA CO44,CTION$2

*RI)AR/ DATA )ar$et S%rvey >ersonal Intervie#

%,CONDAR/ DATA )aga!ines Internet 8%siness Do%rnal

Analy+e the information$ 2 After collecting t"e data t"e ne5t step is to analy!e t"e information.

*resent the findings$ 2 To ma$e a s%mmary on t"e basis of analy!ing t"e collect data and find o%t t"e sit%ation .

)ake the decision$ 2 T"e last step is to ta$e a decision on t"e basis of finding t"at #"at action s"o%ld be regarding t"e findings.

IN%TRU),NT TO #, U%,D$ INTERNET )AGAMINES D 9RNAAS NE.S >A>ERS

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SCOPE

G0ons%mer ent"%siasm can best be generated if companies go beyond simply creating prod%cts for specific gro%ps of potential c%stomers and start engineering #"ole cons%mer trends and fas"ions.I

G,)0G are losing Hs"are of #allet&. E0R "as "elped to improve profitability, b%t aggressive reven%e initiatives are no# also needed. If ,)0G companies can ma$e cons%mers more ent"%siastic abo%t t"eir prod%cts, t"e sector co%ld be revol%tioni!edI.

NT"e people of Asia are reali!ing t"at a brand is not '%st p%tting a name on a prod%ct, b%t t"at t"ey7ve got to invest in it. T"ey7ve got to loo$ at advertising and promotion as an investment rat"er t"an as e5pendit%re. T"at a#areness is increasing. And for %s in t"e cons%lting b%siness, t"ere lies tremendo%s opport%nity.I

5,O5RA*'ICA4 AR,A TI), DURATION CORR,%*OND,NT $

N0R =L days $ Advertising )anager, Retailers

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USE AND IMPORTANCE OF STUDY

It gives t"e company immediate access to strong brands, man%fact%ring facilities and logistics and also an establis"ed c%stomer base of retailers. T"e ac;%isition #ill also en"ance its s$ills in mar$eting and management of modern trade c"annels, #"ic" is relevant in a c"anging Indian retail environment. A revie# of t"e met"odologies being %sed by ,)0G operatives to s%stain cons%mer ent"%siasm abo%t t"eir prod%cts and services and to create s%stainable, "ig" reven%e positioning. pport%nity to reac" a large a%dience. an advertising

6o% #ill "ave %pEtoEt"e min%te statistics reports and management.

6o% can c"oose yo%r campaign d%ration, from one #ee$ to one year. Advertise to a motivated a%dience of ne# parents, voye%rs and teens.

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DESCRIPTIVE WORK OF SUBTOPIC ON STUDY

AD.,RTI%IN5 7Advertising7 is not easily defined, t"o%g" many people "ave tried. Narro#ly, it means clearly identifiable, paid for comm%nications in t"e media, #"ic" aim to pers%ade, inform or sell. 8%t t"e #ord is also %sed to cover a m%c" broader range of activities from design to p%blic relations by #"at are often t"e same organi!ations, %sing similar s$ills.

The main players Advertising is not a single ind%stry, b%t spreads %ntidily across at least t"ree separate $inds of employer organi!ation t"ose #"o are use it *t"e advertisers+( make it *t"e advertising agencies+( and display it *t"e media+. A n%mber of ot"er, more speciali!ed organi!ations eg mar$et researc" companies are also involved. Different sorts of advertising 9sing its narro#er definition, advertising ta$es t#o main forms 7display7, and 7classified7. Display advertising embraces TV and radio commercials, posters, and large display spaces in t"e press , ne#spapers and maga!ines. *T"e press media also carry a "%ge vol%me of classified advertising small space commercial, recr%itment and personal ads.+ T"en t"ere are direct mail and circulars advertisements %sing t"e letterbo5 as a medi%m. Direct response advertising *also called 7direct mar$eting7, ie %sing t"e ad in place of a retail o%tlet+ c%ts across t"ese divisions. It vario%sly employs direct mail, send a#ay co%pons in t"e press, and p"one n%mbers on radio and TV as t"e c%stomer7s means of contact. At t"e broadest, a #"ole gam%t of ot"er activities eg sales promotion e!hi"itions design and packaging and even mar$eting itself are seen as 7advertising7 too. 23F4

T"e aggregation of s%c" tools, along #it" media advertising, price and distrib%tion, are often called t"e marketing mi!. 8eca%se all t"ese activities re;%ire more or less t"e same s$ills *often %sing t"e same people+, and serve similar ob'ectives, t"is boo$let aims to provide some information abo%t all of t"em. <o#ever t"e #ord 7advertising7 from "ere on means display advertising %nless ot"er#ise stated.

Advertising audiences ,inally, #e also categories advertising in terms of t"ose to #"om it is directed its a%dience. T#o most obvio%sly contrasted a%diences are consumers *t"e general p%blic+ and "usinesses. .it"in t"ese t#o big a%dience categories, advertisers %se m%c" more e5act definitions of t"eir desired a%dience *or 7target gro%p7+. T"ese describe a consumer target in terms of, for instance, age, class, se5, region, be"avior, and lifestyle. A "usiness target can be defined by "is or "er company si!e, its type of activity, and t"e b%yers7 or decision ta$ers7 o#n partic%lars. The Advertising #usiness$ %tructural Diagram

Advertising o"&ectives If advertising ta$es varied forms, t"e o"&ectives of individ%al advertisers are even more diverse. Very often t"ey are commercial mar$eting ob'ectives for instance to enlarge t"e profitable sales of someone7s goods or services. 8%t to say s%c" ads simply aim to 7sell t"e prod%ct7 is an oversimplification. T"ey may be to slo# do#n a brand7s grad%al decline, or simply to get t"e p%blic to reappraise its opinion of a partic%lar company or organi!ation, or '%st to provide information. )oreover noncommercial advertiser&s government departments, c"arities, political parties and trade %nions #ill "ave entirely different ob'ectives from, say, a cat food or comp%ter man%fact%rer. Advertising ob'ectives do not lend t"emselves to generali!ation. T"e best general #ay to loo$ at advertising systematically is as a %sef%l b%t e5pensive means *and not t"e only one available+ to ac"ieve vario%s ends. Incidentally, %nless yo% $no# t"e act%al ob'ectives and res%lts of a partic%lar advertisement yo%7ve seen, it7s %n#ise to '%dge it as 7good7 or 7bad7. T"e only criterion is #"et"er t"e val%e of its effect #as #ort", or more t"an #ort", its cost.

23J4

8riefly, once an advertiser *t"e client+ identifies needs for #"ic" advertising is t"e best sol%tion, "e briefs independent specialists *typically an advertising agency+ to plan t"e details and create t"e advertising. ."en approved, t"is is displayed in t"e agreed medi%m *for instance television+ at an agreed cost. Researc" specialists commonly test t"e advertising before"and and1or try to meas%re its effects after#ards. An advertising programme of t"is $ind is generally called a campaign, and %s%ally incl%des a series of advertisements, in a n%mber of broadcast c"annels or printed media. T"e campaign is %s%ally based on statistical calc%lations of #"at percentage of t"e target gro%p #ill see it *penetration+ "o# many times on average *fre;%ency+. t"er variables are "o# s$illf%lly t"e media "ave been bo%g"t, t"e si!e of t"e commission or fees paid to t"e advertising agency, and t"e cost of prod%cing t"e ads t"emselves. At first reading t"is #ill so%nd rat"er imprecise and complicated. 8%t #it" e5perience, it is possible to say fairly acc%rately #"at a partic%lar campaign is li$ely to cost or, conversely.

'ow much advertising a given "udget and "rief will "uy( 0osts are %s%ally rec$oned on t"e basis of 70>T7 t"e average 0ost >er T"o%sand people Reac"ed in t"e target gro%p. T"is of co%rse varies according to t"e si!e of t"e ad, t"e rates 0"arged by t"e individ%al media, and #"et"er a printed ad is blac$ and #"ite, or f%ll color, etc. No#adays virt%ally every organi!ation in t"e 9? %ses advertising in one #ay or anot"er, beca%se t"ey find it a practical and cost effective #ay of ac"ieving some of t"eir aims. T"e operative #ords are 7cost effective7. If t"e ob'ectives are commercial, one test #o%ld be #"et"er, in t"e long r%n, t"e company gets a better profit res%lt overall from a partic%lar #eig"t of advertising t"an from, say, a "eavier or lig"ter #eig"t, or none. If t"e ob'ectives aren7t commercial b%t, for instance, to comm%nicate information, t"e ;%estions are *a+ ."et"er t"e effects of advertising are #ort" t"e cost, and *b+ ."et"er advertising is t"e most ine5pensive #ay of creating t"ese effects. It is diffic%lt to meas%re or demonstrate e5act cost benefits from advertising and certainly to forecast t"ese in advance. Apart from sales statistics, t"e most common tools are vario%s specialised forms of mar$et researc", and econometric modeling.

23K4

T"e reason advertising so irritatingly el%des logical or scientific analysis is t"at t"ree variables are involved in its effects t#o of t"em not easily meas%rable. T"ese are t"e #eig"t of advertising, t"e effectiveness of t"e creative idea and e5ec%tion, and t"e latent potential of t"e sit%ation to be c"anged by advertising or anyt"ing else any#ay. Ai$e it or "ate it, advertising is generally recogni!ed to "ave several practical benefits for society at large.

)ore media ne of t"ese is t"at it largely finances t"e media. .it"o%t advertising reven%e, t"e 9? #o%ld "ave no commercial TV or radio, far fe#er and m%c" more e5pensive ne#spapers and maga!ines, and of co%rse no posters. 0inema tic$ets #o%ld be more e5pensive. In t"is regard, advertising7s effect is vastly to enric" t"e variety and n%mbers of media available, and it is an a%t"entic engine of freedom of speec". It also claims t"is freedom itself, #it"in t"e la#. *In t"e 9? t"e principle of 7editorial independence7 means t"at advertisers pay for t"e media, b%t cannot m%c" infl%ence t"e media7s editorial content, #"et"er e5cellent or deplorable. 8roadcasters and editors say #"at t"ey #ant to say- t"e advertisers are simply allo#ed to b%y a proportion of discrete spaces to say #"at t"ey #ant to say.+

Choice Advertising, beca%se it is 7competitive7, is an agent to improve t"e range of prod%cts available, t"e speed #it" #"ic" ne# ones can be introd%ced, and even t"e #ays in #"ic" #e s"op.

*rices ,inally, despite its cost *;%ite often as m%c" as B per cent of total prod%ct costs+ it "as t"e Tendency to red%ce prices, beca%se of t"e efficiency it creates t"ro%g" economies of scale, and t"e nat%re of competition. Advertising is often critici!ed, t"e t"ree most common criticisms being T"at it is #astef%l and increases prices *ie #it"o%t its e5pense, t"e goods advertised #o%ld ot"er#ise be c"eaper+( T"at it is v%lgar and tasteless( and T"at it e5ploits cons%mers and creates %nnecessary needs.

Its defenders point o%t t"at advertising seems to red%ce rat"er t"an inflate prices, especially in competitive mar$ets( taste is an individ%al matter, and advertisements are often more attractive, tastef%l and entertaining t"an t"e programmes or printed 2:L4

te5t t"at ad'oin t"em( and ads reflect p%blic needs rat"er t"an creating t"em. )oreover cons%mers are not m%gs. ,or its part, t"e general p%blic tends increasingly to li$e and approve of advertising, seeing it as at #orst "armless and, at best, entertaining and "elpf%l. 6o% #ill "ave to ma$e %p yo%r o#n mind abo%t t"is ;%estion, and if yo% strongly s"are t"e criticisms, it may be as #ell not to #or$ in a b%siness of #"ic" yo% disapprove. <o#ever as a final t"o%g"t, most people #"o #or$ in advertising come to ac;%ire a "ealt"y respect for t"e p%blic7s good '%dgment.

Advertising standards *for instance, to prevent misleading campaigns+ are generally policed in t"e 9? by vigoro%sly enforced vol%ntary codes of practice. T"ese are %nderpinned #"ere necessary by la#s and stat%te. Despite its glit!y rep%tation, by no means all advertising #or$ is glamoro%s or "ig"ly paid. n t"e ot"er "and, it offers an e5traordinary #ide range of interesting different 'obs and career pat"s. And it7s one of t"e recogni!ed '%mping off points for posts in top management later on. It7s also ;%ite a small b%siness in terms of n%mbers. 8eca%se of t"e small n%mbers it employs, only a fe# of t"e many people #"o #ant to #or$ in advertising s%cceed in finding 'obs in it. Also, t"e 7#astage rate7 after#ards is rat"er "ig" in some areas. ,or gifted and determined people, on t"e ot"er "and, it can be a partic%larly satisfying career #"ic" also offers constant opport%nities for advancement, or a c"ange of direction. D%st abo%t all advertising 'obs demand an interest in people. T"is is more or less t"e only 0ommon denominator. If yo% don7t li$e people very m%c", advertising #on7t be yo%r c%p of tea. T"e ot"er ;%alifications depend on t"e specific 'ob, #"ic" can call for very different interests, aptit%des and temperaments. T"is section o%tlines t"e main $inds of #or$ in #"ic" advertising are involved in one #ay or anot"er. T"ey may be considered bot" hori+ontally, in terms of t"e #ide spread of different s$ills and aptit%des #"ic" are re;%ired, and vertically, in terms of %p#ard career pat"s. An important point to notice is t"at in many 'obs, advertising #or$ is only part of other Responsi"ilities. Sometimes it7s only a small part, albeit an interesting and re#arding one. T"is is #ort" bearing in mind in career planning- t"ere are many options for moving side#ays as #ell as %p#ards eg bet#een an ad agency and a client, or per"aps in, o%t of, or bet#een t"e media. T"is is partly beca%se similar s$ills and $no#ledge are in demand in all t"ree sectors, partly beca%se "andsEon e5perience in one field is often t"o%g"t val%able by an employer in anot"er one. <ere are t"e main categories of #or$ available0reative >lanning Statistics, Researc" and Analysis 2:34

78%ying and Selling7 Sales >romotion )anagement Administration

2::4

AD.,RTI%IN5 *ROC,%%$
T"e ,ro!en >rod%cts Division of <9A follo#s t"e advertising proced%res laid do#n by t"e company. T"e advertising agency also ad"eres to t"e company norms. A clear se;%ence of activities is follo#ed. T"is "as been o%tlined belo#-

3. Usage and Attit de St d! O 8efore a ne# prod%ct or advertising idea is involved, a complete ;%antitative researc" st%dy is carried o%t in order to f%lly %nderstand t"e needs, #ants, preferences, p%rc"ases and cons%mption "abits of t"e target segment. T"e res%lts of t"e st%dy typically point o%t any opport%nities t"at can be e5ploited in terms of %nsatisfied cons%mer needs. evolved. n t"e basis of t"e above res%lts, a ne# prod%ct or advertising concept is

:. "#n$e%t Testing O nce t"e ne# concept "as been t"o%g"t of, it goes into ;%alitative researc". T"is ;%alitative researc" primarily foc%ses on testing t"e acceptance of t"e concept by t"e target segment as #ell as t"e evolving of an appropriate positioning plan$. T"e positioning co%ld be attrib%te, cost or benefit based. 8ased on cons%mer feedbac$, an appropriate positioning platform is determined.

=. Agen$! B&ie' O nce t"e concept testing is s%ccessf%lly complete, t"e 8rand )anager prepares a brand positioning statement. T"is is 2:=4

a description of t"e brand and incl%des t"e prod%ct description, li$ely brand name, category, name, variants *if any+ and $ey brand benefits *sensory, f%nctional and emotional+. An agency brief is t"en prepared for t"e Agency, #"ic" incl%des t"e 8>S as #ell as ans#ers to t"e follo#ing ;%estions ."y do #e #ant ne# advertising/ ."om are #e tal$ing to/ ."at is t"e benefit to be perceived by t"e cons%mer/

@. Ani(ating Testing - T"e storyboard is developed by t"e agency. After t"is "as been approved by t"e client, t"e anima tics go into testing. T"ese are advertisements made from frameEbyEframe s"ots of t"e storyboard #it" appropriate m%sic1dialog%e1voice over. T"is is more economical #"en compared to s"ooting t"e act%al advertisement. T"e anima tics are s"o#n to t"e sample a%dience for feedbac$ and frameEbyEframe analysis. T"e name, prod%ct design, ambience, m%sic and overall p%rc"ase intention after vie#ing t"e advertisement are meas%red. 8rand personification may be incl%ded. concept is fro!en. If t"e res%lts are positive, t"e advertising

)* +edia B&ie' O T"is is given to t"e media planner and is similar to t"e agency brief. <o#ever, it incl%des media ve"icles desired re;%ired a#areness, fre;%ency *n%mber of e5pos%res+ and reac" *P target segment #"o s"o%ld vie# it+.

2:@4

,* -#st La n$. Di%sti$/ OAfter t"e advertisement is released, a postE la%nc" st%dy may be cond%cted in order to ga%ge advertising

effectiveness. T"is is typically cond%cted among %sers as #ell as nonE %sers. It meas%res advertising recall, a#areness of t"e advertisement and t"e brand, intention to try after vie#ing t"e advertisement overall p%rc"ase intention, etc.

In my e5perience companies advertise beca%se it "as been t"e traditional t"ing to do. 0ertainly it "as delivered t"e most compelling res%lts, b%t maybe it7s beca%se t"at "as been t"e primary medi%m of comm%nication of advertising agencies. I tr%ly believe t"at companies #o%ld be #ell served by loo$ing at all of t"e media comm%nications available to t"em and t"en ma$e t"e decisions t"at #ill give t"e best R I for t"e long and s"ort term. Q%estion everyt"ingR Is t"e media able to reac" yo%r specific target a%dience and get a transfer of tr%st t"at moves t"em to become yo%r c%stomers/ ver t"e years I "ave %sed N8alloon gramsN t"ro%g" traditional advertising and everyt"ing in bet#een to reac" cons%mers of client7s prod%cts. In concl%sion yo% m%st loo$ at t"e long term gro#t" b%t at t"e same time get traffic to t"e store t"is #ee$, so it is a balance of effective comm%nications across a variety of media t"at #ill enable yo% to do '%st t"at. T"e big $ey is Integrated )ar$eting 0omm%nications and a consistent message delivered across all media.

2:B4

T"ere are several possible ob'ectives for advertising, and different companies "ave different reasons for advertising t"e #ay t"ey do. ."en yo% "ave an a#areness problem, advertising is a #ay to increase a#areness. ."en yo% "ave an alternate %se t"at people may not $no# abo%t, advertising is a #ay to tell t"em abo%t it. ."en yo% "ave a prod%ct improvement, advertising is a #ay to get trierE re'ectors to t"in$ again abo%t t"eir decision. And, of co%rse, advertising is a classic #ay to create, e5plain, and reinforce a brand7s positioning.

T"e ob'ectives are all different, and t"e metrics yo%7ll %se need to recogni!e yo%r partic%lar ob'ectives. Some companies see advertising as a longEterm investment. T"ey e5pect advertising to s%stain a brand over a long period of time. T"ey7ll #ant to trac$ cons%mer attit%des, brand image, and *per"aps+ %naided a#areness. t"er companies #ant to create ;%ic$ a#areness of a ne# brand or a prod%ct c"ange. T"ey7ll #ant to trac$ advertising a#areness and brand a#areness *aided and %naided+. Still ot"er companies "aven7t even t"o%g"t abo%t t"eir ob'ectives. T"ey '%st li$e to see t"eir name all over t"e place. T"ey don7t need to spend any money meas%ring effectiveness. T"ey7re advertising to t"e board room any#ay, not t"e cons%ming p%blic. Net, li$e so many ot"er t"ings, it depends. T"ere7s no oneEans#er fits all. )aga!ines and ne#spapers are an important part of o%r lives. ,or many cons%mers, ne#spapers are t"eir primary so%rce of prod%ct information. T"ey #o%ld not t"in$ of going s"opping #it"o%t c"ec$ing to see #"o is "aving a sale or clipping co%pons from t"e #ee$ly food section or S%nday inserts. )any people read a n%mber of different maga!ines eac" #ee$ or mont" to become better informed or simply entertained. Individ%als employed in vario%s occ%pations rely on b%siness maga!ines to $eep t"em c%rrent abo%t trends and developments in t"eir ind%stries as #ell as in b%siness in general. ."ile most of %s are very involved #it" t"e print media, it is important to $eep in mind t"at fe# ne#spapers or maga!ines co%ld s%rvive #it"o%t t"e s%pport of advertising reven%e. 0ons%mer maga!ines generate an average of @F percent of 2:C4

t"eir reven%es from advertising( b%siness p%blications receive nearly F= percent. Ne#spapers generate FL percent of t"eir total reven%e from advertising. In many cities, t"e n%mber of daily ne#spapers "as declined beca%se t"ey co%ld not attract eno%g" advertising reven%e to s%pport t"eir operations. T"e print media m%st be able to attract large n%mbers of readers or a very speciali!ed a%dience to be of interest to advertisers. T"e role of maga!ines and ne#spapers in t"e advertiser7s media plan differs from t"at of t"e broadcast media beca%se t"ey allo# t"e presentation of detailed information t"at can be processed at t"e reader7s o#n pace. T"e print media are not intr%sive li$e radio and TV, and t"ey generally re;%ire some effort on t"e part of t"e reader for t"e advertising message to "ave an impact. ,or t"is reason, ne#spapers and maga!ines are often referred to as "ig"Einvolvement media&s maga!ines eac" year. Ne#spapers are received in nearly t#oEt"irds of American "o%se"olds daily. )ost maga!ines, "o#ever, reac" a very selective a%dience. Ai$e radio, t"ey can be val%able in reac"ing specific types of cons%mers and mar$et segments. ."ile bot" maga!ines and ne#spapers are print media, t"e advantages and disadvantages of t"e t#o are ;%ite different, as are t"e types of advertising eac" attracts. T"is c"apter foc%ses on t"ese t#o ma'or forms of print media. It e5amines t"e specific advantages and limitations of eac", along #it" factors t"at are important in determining #"en and "o# to %se ne#spapers and maga!ines in t"e media plan. )aga!ines are t"e most speciali!ed of all advertising media. ."ile some maga!inesEs%c" as Reader7s Digest, Time, and TV G%ideEare general massEappeal p%blications, most are targeted to a very specific a%dience. T"ere is a maga!ine designed to appeal to nearly every type of cons%mer in terms of demograp"ics, lifestyle, activities, interests, or fascination. N%mero%s maga!ines are targeted to#ard specific b%sinesses and ind%stries as #ell as to#ard individ%als engaged in vario%s professions *E5"ibit 3:E3+. ver JL percent of 9.S. "o%se"olds s%bscribe to or p%rc"ase maga!ines, #"ile t"e average "o%se"old b%ys si5 different

ver t"e past several decades, maga!ines "ave gro#n rapidly to serve t"e #ide variety ma$es maga!ines an appealing medi%m to a vast n%mber of advertisers. Alt"o%g" TV acco%nts for t"e largest dollar amo%nt of advertising 2:F4

e5pendit%res among national advertisers, more companies advertise in maga!ines t"an in any ot"er medi%m. 9sers of maga!ines range from large cons%mer prod%cts companies s%c" as >rocter S Gamble and General )otors, #"ic" spend over T@LL million a year on maga!ine advertising, to a small company advertising sc%ba e;%ipment in S$in Diver maga!ine.

)aga!ines and ne#spapers "ave been advertising media for more t"an t#o cent%ries( for many years, t"ey #ere t"e only ma'or media available to advertisers. .it" t"e gro#t" of t"e broadcast media, partic%larly television, reading "abits declined. )ore cons%mers t%rned to TV vie#ing not only as t"eir primary so%rce of entertainment b%t also for ne#s and information. 8%t despite t"e competition from t"e broadcast media, ne#spapers and maga!ines "ave remained important media ve"icles to bot" cons%mers and advertisers.

T"o%sands of maga!ines are p%blis"ed in t"e 9nited States and t"ro%g"o%t t"e #orld. T"ey appeal to nearly every specific cons%mer interest and lifestyle, as #ell as to t"o%sands of b%sinesses and occ%pations. 8y becoming a "ig"ly speciali!ed medi%m t"at reac"es specific target a%diences, t"e maga!ine ind%stry "as prospered. Ne#spapers are still t"e primary advertising medi%m in terms of bot" ad reven%e and n%mber of advertisers. Ne#spapers are partic%larly important as a local advertising medi%m for "%ndreds of t"o%sands of retail b%sinesses and are often %sed by large national advertisers as #ell. 0ompanies advertise to get ne# c%stomers, $eep e5isting ones, and to confirm to recent c%stomers t"ey did t"e rig"t t"ing. T"ey advertise to tell s"are"olders t"ey are doing somet"ing active to $eep t"e company gro#ing.

Competitive advantage Advertising d%ring a sl%ggis" economy clearly creates a competitive advantage, according to t"e st%dy, #it" a ma'ority of e5ec%tives agreeing t"at seeing a company advertise d%ring slo#er times ma$es t"em feel more positive abo%t t"e 2:J4

company&s commitment to its prod%cts and services. 8%t per"aps most important is staying at t"e top of b%yers& minds #"en p%rc"ase decisions are made.

G,or advertisers interested in ma5im%m profit from t"eir investment in bEtoEb media, t"ese researc" res%lts indicate t"at advertising fre;%ently and capitali!ing on t"e synergistic effect of print, .eb sites and trade s"o#s is a s%re pat" to increasing a#areness, interest and p%rc"ase,I said t"e st%dy a%t"ors. Add to t"at t"e fact t"at t"ere "ave been dramatic increases in t"e time e5ec%tives spend visiting bEtoEb .eb sites over t"e past t"ree years and online advertising is a #inning strategy. )oreover, t"e st%dy findings are consistent across ind%stry sectors, ma$ing res%lts relevant regardless of b%siness category.

4ong2term investing ."ile t"e 6an$elovic"1<arris st%dy offers compelling data to s%pport t"e benefit of advertising especially in slo#er times, ot"er b%siness g%r%s also s%pport t"e t"eory. GAdvertising in a do#n economy is even more important t"an advertising d%ring t"e good times,I says Doyce Goya, president of t"e <erman Gro%p, a firm of strategic b%siness f%t%rists in Greensboro, N.0. GT"at&s #"en yo% can b%ild mar$et s"are. T"at&s #"en yo% "ave less competition for s"are of mind. ."ile ot"ers are in a cocoon, "ibernating %ntil t"ings blo# over, it&s a great time to invest in yo%r b%siness.I Goya says sign ind%stry s%ppliers need to establis" t"emselves as t"e brand of c"oice and "alting advertising d%ring to%g" times is co%nteractive to t"at goal. T"e bottom line is clear- If a company is not comm%nicating #it" c%stomers #"en t"ey enter t"e mar$et, t"en t"at company #ill not be considered in t"e b%ying decision. T"at f%ndamental tr%t" does not c"ange, regardless of t"e economy.

2:K4

."ile many companies readily %nderstand t"e val%e of s"ortEterm advertising generating ne# sales, generating repeat b%siness from e5isting c%stomers and generating ne# leads t"at t%rn into f%t%re sales it can be more diffic%lt to compre"end t"e longEterm val%e. T"in$ of a sno#ball rolling do#n a mo%ntain consistent advertising "as a c%m%lative effect. T"e more familiar b%yers are #it" yo%r brand, t"e more li$ely t"ey are to p%rc"ase t"e brand.

Cross media approach A cross media approac" is t"e best approac", according to e5perts, beca%se it allo#s yo%r company to stay in front of c%stomers consistently. T"e 6an$elovic"1<arris st%dy s"o#s e5ec%tives val%e maga!ines, .eb sites and trade s"o#s for different reasons. 8EtoEb maga!ines are favorably eval%ated #it" respect to being G"ig"ly credible so%rcesI and Gproviding information yo% can tr%st.I 8EtoEb .eb sites rate "ig" for being Gprimary so%rces of researc"I and providing Gaccess to t"e latest information.I And bEtoEb trade s"o#s are "ig"ly regarded for enabling Ginteraction #it" ind%stry peers.I GTo stay on top of developments in yo%r field, it&s important to see$ information from m%ltiple media so%rces, li$e b%sinessEtoEb%siness maga!ines, .eb sites and trade s"o#s,I said t"e st%dy a%t"ors. Do%bleE0lic$, leading provider of mar$eting tools for advertisers, direct mar$eters and .eb p%blis"ers, recently cond%cted a cross media st%dy t"at compared t"e relative a%dience reac" of Internet sites, net#or$ TV programs and cons%mer maga!ines. NEarlier t"is year #e tal$ed to over :LL mar$eters #"o told %s t"eir top reason for not spending more online #as t"at t"eir c%stomer #as not online,N says S%san Sac"atello, c"ief mar$eting officer, Do%bleE0lic$. NIn comparing t"ese medi%ms sideEbyEside %sing ind%stry standard metrics, t"is st%dy demonstrates t"at bot" in aggregate and in $ey target gro%ps, t"e Internet is in fact a mainstream massE mar$et medi%m and t"at mar$eters s"o%ld be going online to reac" t"eir c%stomers.N So #"at #or$s best on t"e .eb/ E5perts say banner ads are t"e most 2=L4

effective tool beca%se t"ey b%ild t"e brand and generate leads. And since online advertising is less e5pensive t"an traditional print media, TV and direct mail, t"e online c"annel ma$es more sense in a do#n economy.

Rich media rules

Do%ble 0lic$&s Ad Serving Trend Report gives deeper insig"ts abo%t #"at #or$s on t"e .eb. Do%ble 0lic$&s ad serving data reveals a ma'or variance in t"e clic$E t"ro%g" rates of ric" media ads *:.@ percent+, #"ic" is si5 times "ig"er t"an nonE ric" media ads *L.@ percent+. Ric" media %ses a combination of voice, interactive video, streaming video and data s"aring. T"e ads, t"en, are more interactive t"an static banners. Do%bleE0lic$s also fo%nd t"at ,las" increased branding metrics by F3 percent for t"ree differentEsi!ed ads meas%red, demonstrating t"e branding po#er of ric"er media. N."ile clic$Et"ro%g" rate is only one met"od of assessing online advertising effectiveness, its stability over t"e past several mont"s reflects t"e mainstream adoption of online advertising at levels consistent #it" traditional direct response rates,N says Do%g 0opper, vice president and general manager of advertiser sol%tions at Do%bleE0lic$s. N.e are very enco%raged by t"e gro#t" of ric" media %sage and t"e significantly "ig"er clic$Et"ro%g" rates t"at t"ese formats "ave been generating, #"ic" toget"er reflect t"e increasing sop"istication and performance of t"e online advertising medi%m.N

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6hen is the "est time to advertise7 Regardless of t"e medi%m, t"e 6an$elovic"1<arris concl%des t"at advertising d%ring all economic times is critical to t"e f%t%re s%ccess of companies. NinetyEnine percent of t"ose s%rveyed said it is important to $eep abreast of ne# prod%cts and services d%ring to%g" times and KF percent said it is important to contin%e to invest in t"ese prod%cts and services to remain competitive in t"e f%t%re. T"e st%dy stresses t"at e5ec%tives are not going to let t"eir g%ards do#n even d%ring slo#er economic times t"ey m%st stay c%rrent on #"at is ne# in t"e ind%stry and m%st position t"eir organi!ations for t"e f%t%re. Advertisers, t"en, m%st not let t"eir g%ards do#n, eit"er, say e5perts.

2=:4

*RO3I4, O3 'U48'INDU%TAN UNI4,.,R9$2

T"e company #as incorporated on 3Ft" ctober, 3K== %nder t"e name of Aever

8rot"ers *India+ >vt. Atd. *A8IA+. It set %p its man%fact%ring %nits in 8ombay and 0alc%tta an associated company vi!., <ind%stan Vanaspati )fg. 0o. >vt. Atd. *<V)+, #as earlier incorporated on :Ft" November 3K=3 #"ic" set %p a vanaspati factory in 8ombay. 8ot" A8IA? and <V) #ere #"olly o#ned s%bsidiaries of 9nilever Atd., Aondon, 9.?. <V) later ac;%ired t"ree more vanaspati factories at S"amnagar *.est 8engal+, Tric"anapalli *TamilNad%+ and G"a!iabad *9.>+ In order to mar$et t"e toilet preparations man%fact%red by A8IA or imported from 9nilever companies, a mar$eting company %nder t"e name 9nited Traders >vt. Atd. *9TA+ #as incorporated on 33t" may, 3K=B as a #"olly o#ned s%bsidiary of A8IA. In 3K@@, t"e management of A8IA and <V) #as integrated. In November 3KBC, <V) and t#o small associated companies& vi!. .illiam Goss age S Sons *India+ >vt. Atd and Dosep" 0ross field S Sons *India+ >vt. Atd., #"ic" #ere #"olly o#ned s%bsidiaries of 9nilever Atd., #ere amalgamated #it" A8IA and t"e name #as c"anged to <ind%stan Aever Atd. ,rom :=rd ctober, 3KBC activities of 9TA #ere ta$en over by its "olding. 0ompany A8IA. .it" t"e amalgamation of b%siness %nder one company, Indian capital #as introd%ced in t"is integrated b%siness in 3KBC. <9A "as been gro#ing very rapidly, especially in 3KKC t"e gro#t" #as JJ.CP <9A became t"e second private company in India after Reliance Ind%stries to cross t"e Rs 3LLLL core mar$ in 3KKJ. At present it&s val%ed at Rs. 33FC@.=3 crore.3 its rapid gro#t" "as given <9A place in t"e top Bcompanies reg%larly in ann%al 8TEBLL s%rvey. T"is "%ge s%ccess "as come d%e to-E )erger #it" >onds India Aimited Aa%nc" of @L ne# prod%cts Do%bling villages of r%ral distrib%tion net#or$ from BL,LLL to one la$"

2==4

Aa%nc" of a mar$eting sc"eme,

peration 8"arat, across :: states.

It can be said beyond any do%bt t"at <9A is an %ndisp%ted leader in ,)0G prod%cts in %rban as #ell as r%ral area. <9A caters to JBL million people in India #"ic" becomes JBP appro5. of t"e total pop%lation. <ence t"e st%dy of <9A can give %s a #ide $no#ledge in t"e fields li$e s%ccessf%l implementations of mar$eting strategy in %rban and r%ral India c%tting across so many c%lt%ral, social, regional, religio%s, ling%istic barriers.

*:5 8-&#$te& 0 Ga(12e9$ *rofile

T"ree billion times a day, >SG brands to%c" t"e lives of people aro%nd t"e #orld. %r corporate tradition is rooted in t"e principles of personal integrity, respect for t"e individ%al, and doing #"at7s rig"t for t"e longEterm.

%r core val%es and principles g%ide %s in everyt"ing #e do. Aearn more abo%t #"at drives o%r p%rpose of providing prod%cts and services of s%perior ;%ality and val%e to t"e #orld&s cons%mers.

T"e >SG comm%nity consists of over 3=B,LLL employees #or$ing in over JL co%ntries #orld#ide. ."at began as a small, familyEoperated soap and 0andle 0ompany no# provides prod%cts and services of s%perior ;%ality and val%e to cons%mers in 3@L co%ntries.

2=@4

%potlight On$ %r Ne# rleans, Ao%isiana, ,olgersU Employees 6hat They;ve Done$ In t"e aftermat" of <%rricane ?atrina7s devastation, t"ese
employees V many of t"em s%ffering great losses of t"eir o#n V banded toget"er to "elp t"eir city get bac$ on its feet. .atc" t"is inspirational video and discover "o# >SG employees "ave risen above t"is tragedy and are no# reac"ing o%t to "elp ot"ers do t"e same.

If Dames Gamble and .illiam >rocter "adn7t married t"e Norris sisters, >SG mig"t not e5ist.

In t"e 3KFLs, >SG #as one of t"e first companies to p%t its safety testing data in a comp%ter database, "elping to avoid d%plicative testing.

*roducts O3 'U48'INDU%TAN UNI4,.,R9$

#ru 8coffee9$

#ru, la%nc"ed in 3KCK, created "istory in t"e first year of la%nc" by gro#ing to a record mar$et s"are of :3P. Ever since, it "as gro#n from strengt" to strengt".

#ru "as been instr%mental in virt%ally creating t"e entire Instant 0offee category as it e5ists today. It "as been at t"e forefront of most innovations in t"e Instant 0offee category E #"et"er in coffeeEc"icory blends, refill pac$aging, vending operations, or more recently t"e Ao#E%nitEprice pac$s. T"e #ru franc"ise also incl%des t"e #ru Roast S Gro%nd, India7s most pop%lar Roast S Gro%nd 0offee brand, and #ru )alabar Roast S Gro%nd #"ic" is available in select geograp"ies.

Clinic *lus8shampoo9 Clinic *lus <ealt" s"ampoo #as la%nc"ed in India in t"e year 3KJF. It is India7s largest selling s"ampoo, offering t"e five most important "air "ealt" benefitsstrengt"ens #ea$ "air, prevents "air brea$age, softens ro%g" dry "air, s"ine for t"ic$ and "ealt"y "air, and contains antiEdandr%ff ingredient. 2=B4

T"e franc"ise also incl%des 0linic All 0lear Total, first introd%ced in 3KKC. It is a d%al s"ampoo O it not only fig"ts t"e last dandr%ff fla$e, b%t also adds bac$ lost n%trients to ma$e "air "ealt"y and bea%tif%l. 0linic All 0lear Total is a dandr%ff sol%tion for everyday %se.

Close2up8tooth paste9 Closeup is t"e original yo%t" brand of India. T"e first brand targeting yo%t" in t"e oral care mar$et, #it" an edgy and yo%t"f%l image #"ic" stays relevant till date. Ever since its la%nc" in 3KFB, 0loseE%p "as bro$en every r%le in t"e boo$ on "o# toot"pastes s"o%ld be"aveR Closeup #as t"e first gel toot"paste to be la%nc"ed in India and "as led t"e gel toot"paste segment ever since. In :LL@, Closeup #as reEla%nc"ed #it" a bang. And t"is time it #as pac$ed #it" t"e po#er of Vitamin ,l%oride System O a po#erf%l mi5 of Vitamins, ,l%oride, )o%t"#as" and )icro #"iteners, t"e perfect combination of ingredients for fres"er breat" and stronger, #"iter teet". Closeup became t"e first Gel toot"paste #it" ,l%oride in t"e Indian )ar$et. T"e brand %mbrella also incl%des 0lose%p Aemon )int, gel toot"paste #it" t"e #"itening benefits of lemon. T"e latest entry in t"e 0lose%p stable is 0lose%p )il$ 0alci%m O revol%tionary ne# toot"paste #it" t"e goodness of mil$ calci%m in an ind%stryEfirst coreEinEs"eat" format, #it" #"ite mil$ calci%m n%trient on t"e inside and a refres"ing bl%e gel on t"e o%tside.

3air : 4ovely8fairness cream9 A #oman7s passion for "eauty is %niversal and catering to t"is strong need is 3air : 4ovely( 8ased on a revol%tionary brea$t"ro%g" in s$in lig"tening tec"nology, ,air S Aovely #as la%nc"ed in 3KFJ. T"e <ind%stan Aever Researc" 0entre *it is among t"e largest researc" establis"ments in India7s private sector, incl%ding p"armace%tical companies, #it" facilities in )%mbai and 8angalore+ deployed tec"nology, based on pioneering researc" in t"e science of s$in lig"tening to develop 3air : 4ovely. T"e form%lation is patented. Its form%lation acts safely and gently #it" t"e nat%ral rene#al process of t"e s$in, ma$ing comple5ion fairer over a period of si5 #ee$s. 3air : 4ovely is form%lated #it" optim%m levels of 9V s%nscreens and Niacinamide t"at is $no#n to control dispersion of melanin in t"e s$in. It is a patented and proprietary form%lation, #"ic" "as been in t"e mar$et for :B years. Niacinamide *Vitamin 8=+ is a #aterEsol%ble vitamin and is #idely distrib%ted in 2=C4

cereals, fr%its and vegetables E and its %se in cosmetic form%lations "as been $no#n for vario%s end benefits. T"e 9V components of t"e form%lation are scientifically c"osen and %sed at optim%m levels to provide #ide spectr%m protection against 9V rays of t"e s%n. Specifically, t"is patented form%lation offers a "ig" 9VA protection, #"ic" is more relevant to Asian s$in t"an plain S>, protection creams sold in t"e .est. All t"e active ingredients in t"e ,air S Aovely form%lation f%nction synergistically to lig"ten s$in color t"ro%g" a process t"at is nat%ral, reversible and totally safe. T"e brand today offers a s%bstantive range of prod%cts, incl%ding Ay%rvedic ,air S Aovely ,airness cream, ,air S Aovely AntiE)ar$s cream, ,air S Aovely il control ,airness Gel, ,air S Aovely for Deep S$in and ,air S Aovely ,airness Soap. T"e latest "as been t"e >erfect Radiance, a complete range of 3: premi%m s$incare sol%tions from ,air S Aovely.

'amam8#athing soap9 Aa%nc"ed in 3K=@ in India. 'amam "as al#ays been a reliable option for cons%mers over years. T"e brand "as #it"stood t"e test of time and "as given t"e cons%mers t"e confidence and ass%rance of being a soap t"at is safe on s$in. <amam is man%fact%red in t"e most modern soap plants #orldEclass ;%ality control system. <amam contains polyols, #"ic" are $no#n to be good moist%ri!ers. <amam also contains Aloe Vera, T%lsi and Neem e5tracts. <amam soap is made from a blend of vegetable oils. T"e optim%m grade of >alm oil and cocon%t oil is mi5ed in t"e rig"t proportion to give a soap t"at is lasting, gives lat"er #"ic" is stable and can effectively remove oil, dirt from t"e s%rface of t"e s$in.

<issan8&am9 Ac;%ired by <ind%stan Aever Aimited in 3KK@, t"e <issan category consists of delicio%sly #"olesome prod%cts for $ids to gro# %p. T"e ?issan range consists of $etc"%p and ot"er sa%ces, 'ams, s;%as"es and readyE toEdrin$ prod%cts. ,or mot"ers and c"ildren, ?issan is today one of t"e most tr%sted brands in t"e co%ntry. ?issan contin%es to be a pioneer in t"e categories t"at it operates in.

2=F4

Annapurna %alt Annapurna %alt, first introd%ced in 3KKF, #as rela%nc"ed in :LL3 #it" a brea$t"ro%g" tec"nology, patented in India and several ot"er co%ntries. T"is tec"nology "elps encaps%late iodine #it" salt. It t"ereby prevents t"e loss of iodine from salt, eit"er d%ring its storage and transportation or coo$ing. Iodine deficiency is a serio%s "ealt" iss%e in India. Abo%t :FJ million people are at ris$ of iodine deficiency disorders. Iodine deficiency not only leads to goiter, b%t also "as an impact on t"e mental development of gro#ing c"ildren. T"e International 0o%ncil for 0ontrol of Iodine Deficiency Disorders *I00IDD+ "as endorsed Annap%rna Salt. Annap%rna "as also ta$en initiatives to ed%cate cons%mers abo%t t"e benefits of iodine and its effect on t"e mental development of gro#ing c"ildren. Aa%nc"ed nationally in 3KKJ, Annap%rna Atta is made #it" patented tec"nology. It absorbs more #ater t"an ordinary atta #"en $neaded, res%lting in softer c"apatis. In :LL3, it #as fortified #it" iron and vitamins. T"e benefit is very relevant beca%se over CLP of #omen and c"ildren are iron deficient.

<wality 6all8ice cream9 <wality 6all;s, la%nc"ed in 3KKB, is t"e company7s master brand for ice cream. ?#ality .all7s "as combined stateEofEt"e art tec"nical $no#E"o# of 9nilever E t"e global leader in ice cream E #it" a deep insig"t of t"e Indian mar$et, to deliver a range of s%perior ;%ality prod%cts %nder its international brands. ?ey la%nc"es incl%de 0ornetto, ,east, Viennetta, and a range of S%ndaes, and also e5citing eats for c"ildren specifically, li$e Aime >%nc" or S%ns"ine Ming 0one. ?#ality .all7s ens%res t"at #"ile eac" of its offerings is %ni;%e in taste and flavo%r, t"ey are also accessible to more cons%mers t"ro%g" brea$t"ro%g" cost reengineering and val%e delivery.

4ife"uoy8#athing soap9 )a$ing a billion Indians feel safe and sec%re by meeting t"eir "ealt" and "ygiene needs is t"e mission of 4ife"uoy( T"e #orld7s largest selling soap offers a compelling "ealt" benefit to t"e entire family. Aa%nc"ed in 3JKB, Aifeb%oy, for over a 3LL years, "as been synonymo%s #it" "ealt" and val%e. T"e bric$ red soap, #it" its perf%me and pop%lar Aifeb%oy 'ingle, "as carried t"e Aifeb%oy message of "ealt" across t"e lengt" and breadt" of 2=J4

t"e co%ntry. T"e :LL: and :LL@ rela%nc"es "ave been t%rning points in its "istory. T"e ne# mi5 incl%des a ne# form%lation and a repositioning to ma$e it more relevant to bot" ne# and e5isting cons%mers. Aifeb%oy is no# a milled toilet soap #it" a ne# "ealt" fragrance and a contemporary s"ape. T"e ne# milled form%lation offers a significantly s%perior bat"ing e5perience and s$in feel. T"is ne# mi5 "as registered concl%sive and clear preference among e5isting and ne# %sers. T"e ne# Aifeb%oy is targeted at today7s discerning "o%se#ife #it" a more incl%sive Nfamily "ealt" protection for my family and meN positioning. Aifeb%oy "as made a deliberate s"ift from t"e male, victorio%s concept of "ealt" to a #armer, more versatile, more responsible benefit of "ealt" for t"e entire family. At t"e %pper end of t"e mar$et, Aifeb%oy offers specific "ealt" benefits t"ro%g" Aifeb%oy Gold and >l%s. Aifeb%oy Gold *also called 0are+ "elps protect against germs #"ic" ca%se s$in blemis"es, #"ile Aifeb%oy >l%s offers protection against germs #"ic" ca%se body po%der.

%urf ,!cel8Detergent powder9 A pioneers in t"e Indian detergent po#der mar$et, %urf ,!cel "as constantly %pgraded itself over t"e years, to ans#er t"e constantly c"anging #as"ing needs of t"e Indian "omema$er. Today S%rf E5cel offers o%tstanding stain removal ability on a #ide range of stains. T"is means t"at mot"ers no# "ave t"e freedom to let t"eir $ids e5perience life #it"o%t #orrying abo%t stains. S%rf E5cel ;%ic$ #as" is po#ered #it" a pat"Ebrea$ing tec"nologyE it red%ces #ater cons%mption and time ta$en for rinsing by BLP. It is a significant benefit, given t"e ac%te #ater scarcity in most of India. S%rf E5cel is available in = variants- S%rf E5cel 8l%e, S%rf E5cel Q%ic$ .as" and S%rf E5cel A%tomatic. So #"atever be t"e need, S%rf E5cel "ai na.

%unsilk8%hampoo9 Aa%nc"ed in 3KC@, %unsilk is t"e largest bea%ty s"ampoo brand in t"e co%ntry. >ositioned as t"e ;'air ,!pert;, S%nsil$ "as identified different "air needs and offers t"e cons%mer a s"ampoo t"at gives "er t"e desired res%lts. T"e benefits are more compelling and relevant since t"e variants are "armoni!ed in terms of t"e prod%ct mi5 E fragrance, colo%r and ingredients are all #ell lin$ed to c%e t"e overall synergy. T"e range comes in premi%m pac$aging and design. T"e accent is on NIt $no#s yo%, and "ence $no#s e5actly #"at yo%r "air needsN. 2=K4

*roducts O3 *:58*ROCTOR:5A)#4,9

Head

S!o"#de$% S!a&'oo

<ead S S"o%lders s"ampoo is specially form%lated to give yo% bea%tif%l, "ealt"y and dandr%ffEfree "air. Available in 0lassic 0lean S"ampoo and : in 3, cean Aift S"ampoo and : in 3, 0itr%s 8ree!e S"ampoo and : in 3, Refres" S"ampoo and : in 3, Restoring S"ine S"ampoo and : in 3, E5tra Vol%me S"ampoo, Smoot" S Sil$y S"ampoo and : in 3, Dry Scalp 0are S"ampoo and : in 3, Sensitive 0are S"ampoo and : in 3 and Intensive Treatment.

Head

S!o"#de$% Co(d)*)o(e$%

<ead S S"o%lders conditioners are designed to give yo%r "air a radiant s"ine and "elp red%ce fla$es.

Available in 0lassic 0lean and Dry Scalp 0are.

NEW+ Head

S!o"#de$% I(*e(%),e So#"*)o(%

0ontains :P >yrit"ione Minc for ma5im%m strengt" #it"o%t a prescription 0linically designed to "elp prevent seborr"eic dermatitis, severe dandr%ff and ot"er dandr%ff related problems ,eat%res a clean, refres"ing fragrance Aeaves "air s"iny and manageable

Tide= 4i>uid =W t"e stain removal po#er for abo%t :B cents a loadX. Tide Ai;%id combines all t"e great stain fig"ting ;%alities yo%7ve come to e5pect in Tide >o#der #it" t"e pretreating ease of a li;%id detergent. 2@L4

Available in Tide 0lean 8ree!e Ai;%id, Tide )o%ntain Spring Ai;%id, Tide Tropical 0lean Ai;%id, Tide riginal Scent and Tide Ai;%id ,ree

Tide *owder Tide >o#der detergents get to t"e bottom of dirt and stains to "elp $eep yo%r #"ites #"ite and yo%r colors brig"t. ,or great stain removal in any temperat%re, Q%ic$ DissolvingY Tide is form%lated to immediately start dissolving V even in cold #ater. Available in Tide 0lean 8ree!e >o#der, Tide )o%ntain Spring >o#der, Tide Tropical 0lean >o#der, Tide riginal Scent and Tide >o#der ,ree.

Tide with 3e"re+e-

F$e%!(e%%

<elps clean a#ay stains and odors #it" ease Tide #it" ,ebre!e ,res"ness gives yo% t"e great cleaning yo% e5pect from Tide, no# #it" t"e ,ebre!e fres"ness yo% love. Specially form%lated to "elp target and remove common odors t"at get trapped in fabrics, and t"en deposit Nfres"ness activesN Available in Tide #it" ,ebre!e ,res"ness Ai;%id Spring S Rene#al, Tide #it" ,ebre!e ,res"ness >o#der Spring S Rene#al, Tide #it" ,ebre!e ,res"ness Ai;%id )eado#s S Rain and Tide #it" ,ebre!e ,res"ness Ai;%id 0itr%s S Aig"t

Tide Coldwater Deep Clean( %ave 5reen( Tide 0old#ater provides a deep clean in t"e care of cold #ater, ma$ing it t"e coolest #ay to clean. Removes even st%bborn stains better t"an t"e leading competitive li;%id detergent in #arm #ater Saves energy and money by lo#ering yo%r "eating bills <elps colors stay brig"ter and #"ites stay #"iter >rovides a cool ne# scent e5perience Available in Tide 0old#ater ,res" Scent Ai;%id, Tide 0old#ater Glacier Ai;%id, Tide 0old#ater ,res" Scent >o#der and Tide 0old#ater Glacier >o#der.

Tide with a Touch of Downy= Tide #it" a to%c" of Do#ny presents o%tstanding Tide clean #it" a to%c" of Do#ny softness and fres"ness. 2@34

Available in 0lean 8ree!e Ai;%id, April ,res" Ai;%id, Soft cean )ist Ai;%id, 0lean 8ree!e >o#der, April ,res" >o#der and Soft cean )ist >o#der

Tide with #leach 0lean even #"at7s %nseen. Tide #it" 8leac" #ill clean yo%r clot"es and "elp $eep yo%r colors brig"t and yo%r #"ites #"ite. Available in riginal, )o%ntain Spring and 0lean 8ree!e scents

Tide 4i>uid with #leach Alternative T"e smart alternative to c"lorine bleac". Tide Ai;%id #it" 8leac" Alternative %ses active en!ymes to brea$ do#n and remove stains #"ile #"itening #"ites. 8eca%se it is not c"lorine based li$e li;%id bleac", it also is safe to %se on colors too. In fact, t"e Tide 8rig"tAoc$Y form%la act%ally red%ces c"lorine in t"e #as" to "elp $eep brig"t colors from fading. Available in Tide #it" 8leac" Alternative Ai;%id riginal, Tide #it" 8leac" Alternative Ai;%id 0lean 8ree!e and Tide #it" 8leac" Alternative Ai;%id )o%ntain Spring

Tide ', Get t"e most o%t of yo%r "ig"Eefficiency #as"er. Tide <E is specially form%lated to %nloc$ t"e cleaning potential of "ig"E efficiency #as"ers. Standard detergents can ca%se overEs%dsing #"en less #ater is %sed, and %sing less detergent sacrifices cleaning po#er. Tide <E provides e5cellent cleaning #it" t"e rig"t level of s%dsing. Available in Tide <E >o#der riginal, Tide <E Ai;%id riginal, Tide <E Ai;%id 0lean 8ree!e and Tide <E Ai;%id ,ree

,or more t"an BL years, ralE8U "as prod%ced t"e "ig"estE;%ality dental "ygiene prod%cts for yo%, yo%r family and dental professionals #orld#ide. Tr%st t"e brand more dentists %se t"emselves #orld#ide.

*ower Tooth"rushes ralE8 po#er toot"br%s"es offer e5ceptional feat%res and performance benefits. In fact, an independent landmar$ st%dy "as concl%ded t"at 2@:4

only t"e oscillatingErotating po#er toot"br%s" tec"nology, pioneered by ralE8, offers s%perior cleaning compared to man%al toot"br%s"es.

*ower #rush 'eads ralE8 offers 3: advanced po#er br%s" "eads designed for different needs. 0"oose t"e perfect one based on yo%r desired br%s"ing e5perience- deep clean, e5tra soft, #"itening, flossEli$e clean, traditional br%s"ing and cleaning aro%nd braces or ot"er dental #or$. )anual Tooth"rushes At ralE8 #e develop prod%cts t"at are %sed and tr%sted by dental professionals #orld#ide. ,rom infants to ad%lts, ralE8 ma$es a man%al toot"br%s" to meet yo%r family7s needs.

<ids; *roducts ?ids c"ange a lot d%ring t"e developmental years. ralE8 StagesU $ids7 prod%cts are designed to meet t"eir special oral care needs at every stage.

2@=4

2@@4

'U4$ AD.,RTI%IN5 %TRAT,5/

#UI4DIN5 COR*ORAT, I)A5, 0orporate comm%nications and p%blic relations for b%ilding image can tr%ly be loo$ed %pon in t"e conte5t of global b%siness and mar$eting as a s%b'ect abo%t #"ic" many professionals "old firm vie#s, b%t $no# s%rprisingly little abo%t. Some see it as a menace, as an e5pensive flag #aving e5ercise #"ic" t"eir company can easily do #it"o%t. t"ers regard it as a myt", arg%ing t"at p%blicity by of virt%e its obvio%s nat%re, cannot "ope to c"ange perceived images in people&s minds. At t"e ot"er e5treme are t"ose #"o vie# corporate comm%nications *partic%larly advertising as a magic form%la and an instant panacea for every corporate ill. In reality it is none of t"ese t"ings. it is in fact, a management tool to infl%ence t"e o%tside #orldEt"e target gro%p. So, t"e real significance of b%ilding corporate image lies in preparing and consolidating a so%nd global cons%mer base. Every company #ants to "ave a favorable image in t"e global mar$et. In case of <AA also, imageEb%ilding plays t"e most important part in determining its mar$eting strategy. 8%ilding corporate image is concerned #it" b%ilding confidence and credibility by "elping yo%r target gro%p %nderstand yo% better. ,amiliarity in t"is case normally improves acceptability of #"o yo% are and #"at yo% are doing. Ignorance, on t"e ot"er "and, can lead to mistr%st, or even contempt in some sit%ations. 0orporate image is b%ilt t"ro%g" more t"an one strategic means, and often a combination of activities. ,or instanceE 3. :. =. @. B. Advertising Vcorporate and even prod%ct >%blic RelationsVe5ternal and internal )edia Relations Vespecially t"e >ress 0%stomer and S%pplier Relations 0omm%nity Relations V good corporate citi!ens"ip

As India transits from a s"od ageEdriven economy to a one propelled by competition t"e rep%tation and image of a company li$e <AA #ill ma$e difference bet#een #"et"er it r%les t"e mar$et or merely r%es it. 0orporate image is #"at enables <AA to "old its o#n against rivals li$e I>0A and <aldia Good corporate image can be b%ilt if yo% treat it li$e one of t"e >s& of mar$etingV t"e fift" H>& stands for >erformance& Vprofessional 2@B4

corporate performance, doing it t"e rig"t #ay t"e first time. It&s in t"is regard t"at creativity in >R comes to "ave a lion&s s"are in t"e entire process of corporate image b%ilding. 0reativity in >R means more t"an '%st pretty pict%res and good copy. It is b%ilding image #it" activities, #"ic" generate allEro%nd impact and visibility for t"e company. H."at& and H<o#& is t"e tas$ "ere. 0reative corporate advertising is one ro%te. .it" respect to positioning similarly, t"e image comm%nication and image b%ilding activity m%st to able to find a rig"t nic"e in t"e minds of t"e target gro%p. T"e H;%ality of t"e message, and activity, is vital for t"is. 0ompanies #"ic" benefit most from corporate image are t"ose #"o ta$e a longEterm vie# and commitment to#ards comm%nication and t"e image of t"eir organi!ation t"ro%g" it. <AA can be presented as a stri$ing instance of it.

Image and Identity T"ere may be not"ing ne# in saying t"at t"e corporate image is in t"e eye and t"e mind of t"e receiver. 6et it is #ort" saying again and again. An organi!ation transmits, on a s%stained basis, messages to p%blics. It is t"e reception of t"e message, #"ic" goes to create t"e intended image. In ot"er #ords, corporate comm%nication is t"e process t"at translates an identity into an image. Again, in brief, corporate image primarily refers to t"e image t"at a company "as ac;%ired #it" t"e p%blic #"ereas corporate identity refers to t"e image a company strives to ac"ieve, in order to b%ild to b%ild a rep%tation #it" its p%blics. In t"is conte5t, decidedly, every company li$e <AA needs a mission. T"e mission is, in fact, a frame#or$ for b%siness and all its activities, t"e val%e t"at drive t"e company to ac"ieve t"e corporate goals. No less important is t"e belief t"e company "as in it. T"e mission is t"e gl%e t"at "olds t"e company toget"er. <ere, t"e >R and its comm%nication strategies come into distinct foc%s. If t"e mission and t"e ob'ectives of t"e organi!ation "ave to s%cceed, t"e corporate body m%st comm%nicate s"ortEterm goals, longErange ob'ectives and even t"e total mission of t"e organi!ation. Inade;%ate comm%nications res%lt in an ambig%o%s corporate image #it"in as #ell as o%tside and lead to brea$do#n in t"e coEordination of all contrib%ting elements in an organi!ation.

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Dare To Think #eyond Advertising?( In present sit%ation to address t"e NT"e soprano problemN, advertisers resort to s"ado# advertisement #"ere t"e prod%cts become endemic to t"e setting of t"e s"o#. ."ere t"e prod%cts are s"o#n being cons%med or brand name is e5"ibited in t"e bac$gro%nd. In India, t"e first s"ado# advertisement #as %sed in movie N8obbyN #"ere motorcycle NRa'dootN #as advertised. Recently, t"ere #as s"ado# advertisement of 0ocaE0ola in <indi bloc$b%ster N?a"o Na pyar "aiN. 8%t t"e problem #it" s"ado# advertisement is t"at positioning message of t"e prod%ct can7t be conveyed to cons%mers. <ence, t"e concept of s"ado# advertisement can be e5tended f%rt"er so t"at t"e t"eme of t"e advertising #o%ld become endemic to entertaining s"o#. T"is #o%ld be no more e5cl%sive advertising. Rat"er, advertising #ill be a part of t"e entertainment. 8%t t"is "as to be done in a delicate manner so t"at t"e information abo%t t"e prod%ct is passed on to t"e vie#ers #it"o%t dist%rbing t"e entertaining element of t"e s"o#. If t"is s%cceeds, t"at #o%ld be a great brea$Et"ro%g" for advertisement. Even t"is s"o%ld not be called advertising anymore, as t"at "as become an irritating #ord in t"e mind of t"e a%dience. Even t"o%g" advertainment seems ;%ite close to it, b%t it #o%ld be more evolved. Since in advertainment #e try to advertise and entertainment comes #it" it. 8%t in t"e recommended sol%tion #e #ant to entertain t"e a%dience only and advertisement is an integral part of t"e s"o#. T"e ma'or ;%estion #o%ld be, #"et"er t"e a%dience #o%ld be able to compre"end t"e "idden positioning message/ <ere are fe# e5amples on "o# to ma$e t"e positioning message integral part of t"e s"o#. .e "ave programmes li$e N Antakshari N in #"ic" participants ta$e part in gro%ps. T"e gro%ps can be named after some brands and t"e participants #o%ld be pro'ected as s%c" t"at t"ey #o%ld be personification of brands. S%ppose one gro%p is named 4u! , t"e participants are e5pected to be bea%tif%l #omen #"o stand for 4u! . So t"is can be done for many programmes, #"ic" "as format li$e t"is. S%ppose <AA prod%ced a soap opera and t"e dialog%e of t"e c"aracters at some point #o%ld be foc%sed on t"e prod%cts of <AA. f co%rse t"e conte5t "as to be rig"t and s"o%ld be very m%c" along t"e script not t"at it #o%ld destroy t"e element of entertainment. <ence t"e ma'or c"allenge #o%ld lie before script#riter and director. Even a partic%lar c"aracter of an opera becomes very pop%lar as t"e opera becomes very pop%lar. <ence b%ilding s%c" c"aracter, #"ic" #o%ld personify t"e brand and bot" t"e c"aracter as #ell as t"e brand #o%ld gro# in d%e co%rse of time. <o#ever even if time constraint is removed, co%rse content constraint comes in. 8%t t"e scope of story telling is far greater. Attention grabbing #ill be replaced #it" attract attention and no !ipping1!apping problem. A%dience #ill be more receptive and compre"ension of co%rse #o%ld be dependent %pon "o# it is e5ec%ted. >racticability of t"e idea #o%ld be tested #"en it #ill be implemented. <ence %nless it is tried and tested it can be concl%ded t"at #"et"er it #ill clic$ or not. Aet7s ta$e t"e e5ample of 0ocaE0ola, t"e script#riter #o%ld be creating sit%ation in eac" episode of a family soap #"ere t"ere #o%ld be opport%nity to celebrate and drin$ co$eR To give 2@F4

anot"er e5ample, a m%lti %tility ve"icle #it" safe driving positioning plan$ co%ld "ave e5ploited t"e plot of t"e recent movie N Road N. If t"is concept clic$s, t"ere #o%ld be not"ing li$e it for advertisers. If it "appens, in f%t%re big advertisers li$e <AA #o%ld be diversifying to entertainment b%sinessR f co%rse t"e ad b%dget of <AA is far bigger t"an t"e total b%dget of many entertainment "o%ses. Irrespective of #"atever positive points or negative points it "as, t"is concept can be tried for programmes aired in pay c"annels simply beca%se t"ere is no ot"er alternative to advertise d%ring t"e programme. 8esides it is e5pected to solve t"e ot"er problems t"ose are disc%ssed above. Advertisement #o%ld be no more t"e tro%blema$er and irritating. <ence catc"ing attention #o%ld be m%c" easier. nly testing of t"is idea co%ld "elp %s to concl%de #"et"er to roll o%t from t"e concept from programmes of pay c"annels to programmes of free c"annels.

*U#4IC R,4ATION

G >%blic relations practice is t"e deliberate planned and s%stained effort to establis" and maintain m%t%al %nderstanding bet#een t"e organi!ation and its p%blics I.
8y- E Instit%te of >%blic Relation *8ritis"+ 3K@J. To %nderstand t"e definition better it in important to $no# as to #"o does t"e #ord p%blics refer to. >%blic are E - S"are"older - 0%stomers - Employees - Trade 9nions

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*U#4IC R,4ATION% <ere #e try to identity t"e disting%is"ing factors bet#een Advertising and p%blic relationsAdvertising is a commercial persuasive activity aimed at promoting a particular idea or a viewpoint product, or service, institution and so on through the mass media. As refined by t"e 8ritis" Instit%tion S >ractitioners of Advertising-E ADVERTI I!" presents the most persuasive possi#le selling message to the light prospects $or the product or service at the lowest possi#le cost on the other hand G.

>%blic Relations demand more time and effort t"an advertising beca%se advertising is limited to special selling and b%ying tas$s. ,or advertising t"e basis 'obs of concept%ali!ing, prod%cing, space b%ying etc. 0an be delegated folly to agencies #"ereas s%c" total "iring of agencies for absol%te >%blic Relation f%nctions cannot be conserved. >%blic relations are a longEterm policy meas%re and are not b%ilt overnig"t. It is also not free of cost, it is b%ilt over a period of time. .it" p%blic opinion against it not"ing can s%cceedI. G.it" p%blic opinion on its side not"ing can failI E A"raham 4incoln >%blic relations, ta$en as a component of management discipline, are of comparatively recent origin. As a concept, it #as critically evolved in b%siness and ind%stry and s%bse;%ently spread to ot"er areas of "%man activity. Applicability of t"is profession in government and p%blic instit%tions li$e corporations, m%nicipalities, %niversities, "ospitals, social service organi!ation and professional instit%tions it tr%ly immense. Admittedly, even before t"e emergence of ind%stry, b%siness and government, a p%blic relation #as in practice in people&s daily life. In effect, a p%blic relations is t"e res%lt of t"e action in"erent in an individ%al, an instit%tion or an organi!ation. >%blic relations are never a private monopoly of >R practitioners. In fact, members of an organi!ation, and especially t"ose in leaders"ip, management and s%pervisory positions "ave a >R role to play and often even sing%larly. >eople adept in t"e art of p%blic relations stand better c"ances of s%ccess and s%rvival since t"ey can al#ays find areas of m%t%al interest. T"ey also %se modern met"ods of comm%nication and pers%asion #"ic" go a long #ay in establis"ing m%t%al %nderstanding based on tr%t", $no#ledge and complete information. 2@K4

T', %I5NI3ICANC, O3 *R IN 'U4 It may be %sef%l to begin by first getting o%t of t"e #ay certain pop%lar notions #"ic", as #it" many pop%lar beliefs are eit"er #it"o%t any basis in reality or at best e5press only "alf tr%t"s. ,or instance, >R men are regarded by some to be fi5ers, a breed of people #"o #ill #angle t"ings for yo% by t"e most ;%estionable met"ods. T"ere is also a pop%lar idea t"at >R men spend most of t"eir time #inning and dining, %sing for t"e p%rpose fab%lo%s e5pense acco%nts t"ey are s%pposed to "ave access to. ."ile no one can prevent a c"arlatan from posing as a >R man or styling "imself as a >R cons%ltant "e is no more a tine practitioner of >R t"an a ;%ac$ selling magic remedies by t"e #ayside is a p"ysician. <o# deepE seated s%c" pop%lar misconceptions abo%t >R can be reflected by t"e fact t"e even no# one comes across articles p%blis"ed in #ellE$no#n papers and 'o%rnals airing s%c" naive ideas abo%t >R. Again, >R is sometimes conf%sed #it" p%blicity. >%blicity is certainly one of t"e instr%ments of >R b%t is #o%ld be as #rong to e;%ate p%blicity #it" >R '%st as it #o%ld be to e;%ate t"e stet"oscope #it" t"e practice of modern medicine. To contin%e t"e analogy, >R see$s to diagnose t"e ills of an organi!ation in its relations #it" t"e p%blic or any segment of t"e p%blic, it prescribes remedies and proceeds to administer t"em. It t"en $eeps a #atc" on t"e patient to see #"et"er t"e remedies prescribed are prod%cing t"e desired effect so t"at t"e medicine can be c"anged if necessary after eval%ating t"e res%lts. Again, as in medicine prevention is considered more important t"an t"e c%re, >R believes in maintaining t"e good "ealt" of t"e corporate body Eso t"at drastic remedies and bitter pills may not "ave to be s#allo#ed later. Analogies may be %sef%l in giving a general idea b%t can never be as precise as a definition. >R #"ic" is no# a #ellEestablis"ed discipline t"erefore needs to be defined so t"at #e may be clear abo%t #"at #e are disc%ssing #"en #e tal$ abo%t >R. It is Ht"e attempt by information, pers%asion and ad'%stment to engineer p%blic s%pport for an activity, ca%se movement or instit%tion. H>%blic relations as and applied social and be"avioral science is t"at f%nction #"ic" E meas%res, eval%ates and interprets t"e attit%des ob'ectives for increasing p%blic %nderstanding and acceptance of t"e organi!ation&s prod%cts, plans, policies and personnel( e;%ates t"ese ob'ectives #it" t"e interests, needs and goals of t"e vario%s relevant p%blics( and develops, e5ec%tes and eval%ates a programmed to earn p%blic %nderstanding and acceptance.

2BL4

5O.,RN),NT R,4ATION% Government relations "ave t#o facets to it. ,irst t"e >R for t"e government *as an organi!ation+ and second, >R #it" t"e governments as t"e target gro%p. 8ot" are important and very needed by corporations. >%blic relations for t"e government involves mobili!ing p%blic s%pport for government&s activity, for instance, family planning, control, environmental protection, bea%tification of cites, etc. t"e company generally sponsors some of t"ese activities by providing monetary "elp or ot"er reso%rces. T"e basic ob'ective of t"e company is to b%ild relations #it" t"e governments, and also "elp for t"e good of t"e comm%nity of society. >%blic relations #it" t"e government involves $eeping t"e governmentV politicians and b%rea%cratsVon yo%r side. It envisages maintaining good lin$s #it" t"e government #"ic" #ill be of benefit to t"e company in its overall b%siness plans and operations. >%blic relations #it" t"e government in some #ays are ;%ite diffic%lt and demanding. It re;%ires special planning and efforts for t"e organi!ation to be s%ccessf%l. A government, local or national, comprises many ministries, departments, individ%als and personalities. >%blic relations people "ave to ac;%aint t"emselves #it" t"e #or$ing of t"e government, and t"e intricacies and people involved at vario%s levels, and t"en "andle t"ings accordingly to be able to ac"ieve #"at t"ey "ave set o%t to ac"ieve. T"e government s"o%ld not be loo$ed at as an adversary. In fact, yo% s"o%ld ma$e all efforts to "elp t"e government and s%pport its activities and policies as far as possible. Government leaders m%st be $ept informed from yo%r side abo%t t"e organi!ation&s activities and policiesVespecially t"ose #"ic" are contrib%ting to t"e #elfare and development of t"e state or t"e nation. S%c" relations #ill be m%t%ally beneficial in t"e s"ortEterm and t"e longEterm. 0orporations s"o%ld, "o#ever avoid getting involved #it" politics and political iss%es.

),DIA R,4ATION% )edia relations Is a vital tool in >R. A large amo%nt of comm%nications and >R are cond%cted t"ro%g" t"e mediaVespecially t"e >ress. ."en a company gets media coverage, it is not al#ays flattering. 8%siness is al#ays v%lnerable to attac$s by t"e media. )edia can often aggravate problemsVespecially crises. As in t"e case of 9nion 0arbide and <AA a fe# years ago. <ence, media, partic%larly t"e >ress "as to be "andled very caref%lly. T"e media m%st be $ept on yo%r side. All efforts m%st be made to ens%re t"is strategically. It ta$es years to b%ild a good image, b%t to destroy it yo% need '%st a fe# bad reports in t"e media. 2B34

It is important to b%ild a #or$ing Hrapport& #it" t"e media. 6o% cannot afford %nnecessary reactions and distortions. If yo% do go to t"e media t"en al#ays go #it" a strategyVbe selective in t"e c"oice of media, %se only infl%ential media *especially p%blications in t"e >ress+, do not spread yo%r comm%nication too t"in, go for ;%ality rat"er t"an ;%antity. Selective and inEdept" coverage is #"at yo% m%st aim at, as it is more effective and prod%ces t"e desired res%lts. let yo%r comm%nication be complete "onest, and bac$ed #it" "ard facts. T"e organi!ation m%st be able to live %p to its claims and promises in media, ot"er#ise yo% can be in for f%rt"er problems. T"e efforts made by <AA in t"is respect "ave been orc"estrated #ell to b%ild image as #ell as to co%nter negative p%blicity.

3INANCIA4 R,4ATION% .it" t"e gro#t" of t"e Indian economy and t"e b%siness sector, management of financial promotions and >R "ave ta$en on a ne# dimension. <AA is ma$ing special efforts to ens%re t"e good#ill of t"eir s"are"olders, investors, financial instit%tions, and t"e rest of t"e financial comm%nity. T"is is being done in t"e mass media and speciali!ed media ranging from ann%al reports to special broc"%res to a%dioEvis%als, video films, and even corporate advertising in t"e >ress and television. T"e main target gro%p of a company in financial >R is its s"are"olders and potential investors. T"ey "ave to be given information t"ey are entitled to "ave, and t"ey "ave to be $ept interested in t"e company. >%blic relations m%st establis", maintain, and improve t"e company&s image and rep%tation so t"at it can obtain f%nds from t"e p%blic and t"e financial instit%tions on t"e most favorable terms #"en it desires so T"e financial and b%siness >ress, today, is very important in ac"ieving t"is ob'ective, T"e importance of financial >R and t"e need for it is seen from t"e n%mber and gro#t" of >R agencies speciali!ing in financial promotion, advertising and >R management in India. T"ese incl%de #ellE$no#n names li$e >ressman, 0lear, and Sob"agya, no# a "ost of ot"ers. T"ey provide t"eir clients a #ide range of services and e5pertise in >R and advertising.

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CU%TO),R R,4ATION% In t"e past >R and mar$eting #ere considered separate and %nconnected activities of b%siness Hin a company. Today, >R "as a role to play in mar$eting not only to b%ild image, b%t to also "elp solve problems concerning a company&s prod%cts or services among cons%mers or ot"er special gro%ps, and generally protecting t"e company&s rep%tation at t"e mar$etplace. >%blic relations #it" c%stomers, and #it" s%ppliers, in ind%strial prod%cts1services mar$eting at t"e instit%tional level are gaining more and more importance today. In today&s competitive mar$et c%stomers opt for prod%cts t"at are $no#n and "ave an image, and are bac$ed by ;%ality and good after sales service. >%blic opinion on s%c" aspects cannot be ignored by mar$eting people. In t"e long r%n, %nfavorable opinions certainly affect sales. >%blic relations can "elp in controlling and setting rig"t some of t"ese opinions( it is t"erefore essential for companies to assign some of t"eir attention and reso%rces to develop >R in mar$eting.

CO))UNIT/ R,4ATION% Today, t"e relations"ip bet#een corporations and t"e comm%nity is a vital iss%e in management of b%siness organi!ations. It is ac$no#ledged t"at b%siness is no longer done for t"e sa$e of profits alone. 8eca%se a company f%nctions #it"in a comm%nity, its responsibility e5tends to giving bac$ to t"e comm%nity somet"ing for #"at it ma$es from it. T"is "as been t"e p"ilosop"y of t"e Tatas in India for years( today it is accepted and is being follo#ed by a n%mber of ot"er companies. T"is belief is no# also considered important and cr%cial by t"e government, cons%merists and opinion leaders. 0ompany relations at an organi!ation can vary from local 0omm%nity #elfare activities, to large scale s%stainable development programmers for t"e betterment of lives of people. 0ompanies "ave to consider t"e comm%nity as one of its prime target gro%ps. T"e ob'ective of >R is to "elp b%ild image of t"e company- as a good corporate 0iti!en, a good company to do b%siness #it", and a good company to #or$ for.

2B=4

,)*4O/,, R,4ATION% In employee relations, comm%nicators are vital at every level. ,rom top to bottom, also from lo#er level to t"e top management level, and even t"e "ori!ontal comm%nications among colleag%es at t"e same level and bet#een f%nctions. T"e basic f%nction of comm%nications and >R in t"e organi!ation is not '%st better f%nctioning, b%t a fostering of good#ill, tr%st, and toget"erness among employees.

INDU%TRIA4 R,4ATION% T"is is anot"er important area of #or$ for >R e5ec%tives. Its importance is gro#ing, #it" staff and #or$ers getting to be %nited, more enlig"tened and demanding. ."et"er t"ey are %nioni!ed or not does not ma$e a difference in t"e >R #or$( in eit"er case, good relations "ave to be maintained. In t"e case of %nions, it Is important to reali!e t"at %nions "ave t"eir o#n goals. T"is ma$es it more diffic%lt to deal #it" t"em in many respects. 9nderstanding t"ese goals, and "o# t"ey #ill affect Ind%strial relations and >R efforts, is t"e first priority in dealing #it" %nions.

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*:5$ AD.,RTI%IN5 %TRAT,5/

.e ta$e pride in developing strong ties to t"e comm%nities in #"ic" #e live and #or$ and are foc%sed on "elping c"ildren in need aro%nd t"e #orld live, learn and t"rive.

>SG 0"emicals is committed to providing yo%r b%siness #it" consistently "ig"E ;%ality oleo c"emicals.

>SG 0ommercial >rod%cts s%pplies a variety of b%sinesses #it" >SG cleaning, la%ndry, and coffee, tea and snac$ prod%cts.

>SG EDI provides easy access to electronic data t"at is of val%e to prospective and c%rrent >SG retail c%stomers, transportation carriers and financial instit%tions.

>SG ,ood Ingredients "elp form%lators create great tasting, betterEforEyo% prod%cts by developing f%nctional ingredients t"at red%ce fat and calorie profiles, lo#er c"olesterol effects and improve "eart "ealt".

T"e >SG Aegislation S Reg%latory gro%p delivers acc%rate and timely information to representatives of ind%stry trade gro%ps, legislators and government agencies. T"e Retail 0%stomers gro%p assists t"e 0ompany7s trade partners and representatives of retailers.

2BB4

,or c%rrent and prospective s%ppliers, >SG provides a S%pplier >ortal .eb site t"at offers easy access to a variety of information.

>SG is actively searc"ing for t"e ne5t gameEc"anging prod%cts, pac$aging, tec"nologies, processes and commercial connections t"at can improve t"e lives of t"e #orld7s cons%mers. >SG7s Tremor division designs and implements c%stomi!ed #ordEofEmo%t" mar$eting programs for bot" internal brands and e5ternal clients. Tremor programs leverage national panels of :BL,LLL teens and @BL,LLL moms to deliver o%tstanding b%siness. >SG >"armace%ticals so%rces all of its ne# dr%g development and commerciali!ation initiatives via a net#or$ of academic, biotec" and p"armace%tical company collaborations.

2BC4

2BF4

Da*a a(a#.%)%

I(*e$'$e*a*)o(

Yea$ /)%e (e* %a#e% of FMCG Co&'a()e% 0. ad,e$*)%)(1:

YEAR YEAR 2002-03 2002-03 2003-04 2003-04 2004-05 2004-05 2005-06 2005-06 2006-07 2006-07

Sa#e% )( C$
10667 10667 9954 9954 10139 10139 8828 8828 11060 11060

G$a'!)2a# Re'$e%e(*a*)o(:

12000 10000 8000 6000 RS IN Cr 4000 2000 0 2003-04 2004-05 2005-06 YEAR 2006-07 2007-08

2BJ4

I( 3445 *!e %a#e% of FMCG /a% R% 546778 C$ a(d )* /a% R% 54659: C$ To*a# Re,e("e )( R% YEAR 2003-04 2004-05 2005-06 2006-07

E;'e(d)*"$e )( R% ?C$@
824 842 760 836

2007-08 1008 )( 3449 /!e$e a% )* /a% R% 556474 C$ )( 3447-48 $ea%o( 0e)(1 )( 344748 *!e e;'e(d)*"$e o( ad,e$*)%e&e(* a(d '$o&o*)o( a2*),)*)e% /a% &o$e *!a( R% 5444 C$<

Yea$ /)%e e;'e(d)*"$e o( ad,e$*)%e&e(* :

G$a'!)2a# Re'$e%e(*a*)o(:

1200 1000 800 600 Rs IN Cr 400 200 0 2003-04 2004-05 2005-06 YEAR 2006-07 2007-08

T!e e;'e(d)*"$e 0. FMCG o( ad,e$*)%e&e(* !a% 0ee( )(2$ea%ed f$o& .ea$ 344=-4> *o .ea$ 344>-47<

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YEAR YEAR 2003-04 2004-05 2005-06 2006-07 2007-08

P$of)* )( R% ?C$@ P$of)* )( R% ?C$@

1641 1641 1755 1755 1771 1771 2197 2197 2400 2400

Yea$ /)%e Ne* '$of)* of FMCG:

G$a'!)2a# Re'$e%e(*a*)o(

3000 2500 2000 1500 Profit in Cr 1000 500 0 2001-02 2002-03 2003-04 YEAR 2004-05 2005-06

Yea$ /)%e To*a# Re,e("e of FMCG:

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A2*),)*)e% !a,e %!o/( d)$e2* )&'a2* o( Ne* '$of)* of FMCG< YEAR 2001-02 2002-03 2003-04 2004-05 2005-06 10721 10038 10245 10135 11193

G$a'!)2a# Re'$e%e(*a*)o(:

11400 11200 11000 10800 10600 10400 10200 10000 9800 9600 9400 2001-02 2002-03 2003-04 2004-05 2005-06

Reven e in Cr

YEAR

Continues e!penditure on advertisement has increased the revenue there"y profit( As the graph shows continues increase in revenue(

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Re%'e2*),e %!a$e of $e,e("e of ,a$)o"% %e1&e(* of FMCG )( 3445 P$od"2*%

S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

Re,e("e ?A@ )( 3449

35 15 10 15 25

G$a'!)2a# Re'$e%e(*a*)o(:
S!'re in reven e ,-.

S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

I( 3445 *!e !)1!e%* %!a$e )( *o*a# $e,e("e /a% 0. %!o' a(d de*e$1e(* %e2*)o( of HLL fo##o/ed 0. e;'o$* a(d 0e,e$a1e<

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Re%'e2*),e %!a$e of $e,e("e of ,a$)o"% %e1&e(* of FMCG )( 3443 P$od"2*%

S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

Re,e("e ?A@ )( 344=

37 12 08 16 27

G$a'!)2a# Re'$e%e(*a*)o(:

S!'re in reven e ,-.

S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

In @AA@ the highest share in total revenue was again "y shop and detergent section of 3)C5 followed "y e!port and "everage(

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Re%'e2*),e %!a$e of $e,e("e of ,a$)o"% %e1&e(* of FMCG )( 3449 P$od"2*%

S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

Re,e("e ?A@ )( 344>

37 11 06 18 28

G$a'!)2a# Re'$e%e(*a*)o(:
S!'re in reven e ,-.

S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

In :LL= t"e "ig"est s"are in total reven%e #as by s"op and detergent section of <AA follo#ed by e5port and beverage. )inim%m s"are #as from food Section.

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Respective share of revenue of various segment of 'U4 in @AAB(

P$od"2*%
S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

Re,e("e ?A@ )( 3447

37 10 03 18 32

G$a'!)2a# Re'$e%e(*a*)o(:

S!'re in reven e ,-.

S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

In :LL@ t"e "ig"est s"are in total reven%e #as by s"op and detergent section of <AA follo#ed by e5port and beverage. )inim%m s"are #as from food Section.

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Respective share of revenue of various segment of 3)C5 in @AAC P$od"2*%

S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

Re,e("e ?A@ )( 3448

32 10 07 16 34

G$a'!)2a# Re'$e%e(*a*)o(:

S!'re in reven e ,-.

S!o" # $eter%ent &ever'%e (oo)s *t!ers E+"orts

In :LLB t"e "ig"est s"are in total reven%e #as by E5port section of <AA follo#ed by Retailers S Advertising manager.

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.I%ION
T"e firm m%st recogni!e t"at it cannot ma$e t"is 'o%rney alone. 0ompanies t"at #ant to be ind%stry leaders reali!e t"ey m%st reinvent t"e total net#or$ in #"ic" t"ey are merely one player. To ac"ieve s%c" leaders"ip, a firm m%st cooperative in creating t"e val%e c"ain constellation t"at #ill dominate an ind%stry. T"is net#or$ consists of a lin$ed set of agile companies t"at not only react to mar$et c"allenges b%t in fact dynamically anticipate and e5ploit ne# opport%nities t"at can s%stain profitable reven%e gro#t" and e5ceptional s"are"older val%e #ell into t"e ne5t decade. 0onsidering t"e importance of targeting mar$ets and cons%mers, a company m%st also c"oose its val%e c"ain partners very caref%lly beca%se t"ey are t"e $ey to f%t%re profits and competitive advantage. In s"ort, alliances m%st be b%ilt #it" organi!ations t"at are ;%alified to assist in t"e process.. .it" t"e road map laid o%t and t"e destination defined, val%e c"ain partners can p%rs%e a 'ointly determined set of process improvement initiatives based on #"at #or$s for ot"er net#or$s or on ne# and innovative designs created by t"e members of t"e val%e c"ain constellation.

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FINDINGS
Fo##o/)(1 A$e *!e F)(d)(1% of M. S*"d. o( *!)% To')2 I "ave cond%cted s%rvey in #"ic" I "ave fo%nd t"at @LP respondent said t"at advertising is necessary for a#areness of c%stomers. @LP of t"e respondent said t"at advertising ma$es infl%ence on c%stomers to b%y t"e partic%lars prod%ct. ."ile t"e :LP of t"e respondent said t"at advertising is a totally #astes of money and it #ill increase t"e cost of prod%ction. >roblem solving and strategic planning e5perience "aving #or$ed closely #it" sales teams to generate insig"ts to retain and gro# c%stomers. 0lient side and agency e5perience across a range of service and ,)0G companies. Degree ed%cated #it" t"e 0I) diploma in mar$eting. 0reation of HAess gassy& campaign E positive response rate of BBP in mainstream cons%mer tests. T"e aim of t"e st%dy #as to ;%antify t"e average impact t"at E%ropean ad campaigns "ave on traditional branding metrics, and create benc"mar$s for categories s%c" as ,)0G #"ic" "as traditionally not embraced t"e Internet as a $ey advertising medi%m. T"e largest rise #ill be in t"e a%tomotive sector #it" t"ose ;%estioned #it"in estimating t"at online #ill represent J.FP of total ad spend by :LLF, a 3:=P increase. ,)0G advertisers predict a BKP increase in t"e s"are of online ad spend #"ile entertainment brand advertisers predict a :JP increase. J3P believe t"e internet is a vital component of t"eir company&s advertising strategy. JJP say t"at rising broadband penetration is ma$ing online advertising more attractive. T"e online s"are of total ad spend #ill rise s%bstantially over t"e ne5t t#o years. >erceived lac$ of researc" S meas%rement remains $ey barrier for advertisers.

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CONC4U%ION%
A loo$ at t"e contemporary profit of t"e global ind%strial segment of "o%se"old goods brings it into clear foc%s t"at t"e sit%ation prevailing in ma'or mar$ets is very m%c" in flavor of <9A. T"e fact t"at s"o%ld be ac$no#ledged on t"e basis of c%rrent trends betrayed by t"is segment tells %s t"at <9A veritably stand o%t as on indisp%table mar$et leader in t"is field and is s%re to s%rge #ay a"ead of ot"er players in f%t%re. T"e competitive strengt", strategic ac%men and ability to reac" o%t for a considerably larger cons%mer base t"at t"e company "as been able to attain t"ro%g" t"e years since its inception also point to t"is fact categorically. An e5tremely pertinent vie#s t"at emerges o%t of it amply s%ggests t"at it is t"e dominance of <9A operating %nder t"e banner of 9nileaver in most of t"e co%ntries t"at contrib%te in a large meas%re to t"e creation of a mar$et sit%ation in #"ic" cons%mers are nearly forced to p%rc"ase t"eir Hc"oice& at prices t"at mig"t not be in congr%ence #it" t"eir spec%lations and calc%lative consideration of affordability O somet"ing t"at largely determines t"e p"enomenon called cons%mer be"aviors. It is absol%tely do%btless to ass%me are incomparable in term of t"eir ;%alitative e5cellence. It is a bit s%rprising to observe t"at <9A is t"e mar$et leader even t"o%g" it&s capable of man%fact%ring and mar$eting a vast range of prod%cts #it" an international cons%mer base. )oreover, t"e tieE%p of >rima India #it" <9A reflects t"at t"e latter is not %n#illing to s"are its tec"nological e5pertise and infrastr%ct%ral contrivances #it" ot"ers. So, in spite of t"e near monopoly sit%ation ca%sed by <9A&s presence in t"e global mar$et, it points to a "ealt"y fle5ibility in t"e company&s f%ndamental approac". Anot"er very stri$ing aspect of <9A&s global mar$eting strategy and operations, as it "as been pointed o%t and d#elt %pon in t"e present st%dy, is its enormo%s ability to capitali!e on t"e reso%rces available to it.

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%U55,%TION%
8ased on findings and concl%sions t"e follo#ing s%ggestions "ave been recommended. D,T,R5,NT% 8%UR3 ,-C,49 3. 9SE SA0<ETS ) RE ,REQ9ENTA6 Since t"e r%ral income "as been increasing and cons%mers are becoming ;%ality cons%mers of middle and lo#er segments so t"at t"ey at least try t"e prod%ct. TOOT' *A%T, 8C4O%,2U*9 3( , 09S N )AAES- D%ring a recent s%rvey of RGE)ARG it #as fo%nd t"at

yo%ng girls #ere more loyal to 0loseE%p t"an males and "o%se #ives target yo%t"s b%t "o%se#ives and m%c" earners in t"e family. :. AGGRESSIVE REGI NS-E )AR?ETING IN N RT< AND EASTERN

T"ese are t"e regions #"ere 0loseE%p is #ay be"ind 0olgate. <ence to improve its performance t"ese mar$ets s"o%ld be attac"ed aggressively. %'A)*OO 8C4INIC *4U%9 S< 9AD GIVE ATTENTI N T 0 NS9)ER <IG< IN0 )E GR 9>

T"is is one place #"ere 0linicE>l%s is not being %sed e5tensively. So t"ese cons%mers s"o%ld be attac$ed. <ig"er income gro%p cons%mers "ave p%rc"asing po#er "ence it can boost <9A&s sales m%c" "ig"er. ATTENTI N T N RT< S .EST )AR?ETS

T"e brand performance is nearly "alf of t"at in So%t" and East. <ence t"ere is immense development potential is Nort" and .est.

2FL4

 , 09S

N GIRAS-E

8oys seem to be %sing 0linic >l%s more t"an t"e girls. It&s very s%rprising. It&s t"e girls #"o %se S"ampoo more fre;%ently t"an boys "ence t"ere is development potential. IC,2 CR,A) VENDING OQ%ality .alls can e5pand its reac" to t"e cons%mers by setting %p co%nters at departmental stores *li$e Nilgiris+, s"opping malls etc. #"ere t"e prod%ct is not available as of date. T"e ob'ective be"ind ma$ing t"e prod%ct available in t"ese places #o%ld be to cas" in on t"e imp%lse p%rc"ase. T"e ice cream co%nters s"o%ld be installed at t"e entry1e5it points and s%itably loaded #it" t"e appropriate point of p%rc"ase material to ind%ce p%rc"ase. T"is co%ld also offer convenience to t"e cons%mer #"ic" at present soft drin$s are doing. Advertising in T"eatres OT"is can "elp ind%ce an imp%lse p%rc"ase since ice cream is %s%ally associated #it" o%tings and movies. T"e t"eatre food stalls "ave ice cream co%nters and "ence not only > > material b%t also onEscreen commercials are necessary. Sampling is Ao# O ne of t"e reasons #"y t"e p%rc"ase of novel brands li$e 0ornetto ta$es time to pic$ %p, is t"e lo# rate of sampling. T"e recommendation to generate ne# prod%ct trial is to create media "ype along #it" offering promotions to ind%ce trail p%rc"ase of t"e ne# prod%ct. Since, t"is is a fairly ne# prod%ct, to ind%ce trials HReac"& is more important t"an H,re;%ency&. T"e promotions s"o%ld be designed in a #ay so as not to disco%nt t"e premi%m image of t"e brand. T"%s t"ey co%ld be in t"e form of disco%nt co%pons offered along #it" anot"er premi%m brand of Q%ality .alls family of ice cream.

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4I)ITATION%
T"o%g" <9A seems to be r%ling t"e roost in vario%s segments of "o%se"old goods ind%stry, findings s%ggest t"at its mar$eting strategies are not #it"o%t loop"oles. Aet %s "ave a loo$ at t"ese loop"oles or limitations in brief. ne very stri$ing limitations is t"e fact t"at even t"o%g" t"ese prod%cts #it" allEpervasive mar$eting and distrib%tion c"annels, flo%ris"ing increasingly in different parts of t"e #orld t"ere appears to be a visible lac$ of c"annels providing t"em s%bstantial access to semiE%rban and r%ral areas. In ot"er #ords, t"e prod%cts of <9A "ave a #ea$er grassroots bases. T"e availability of t"ese prod%cts to common people does not only depend on mar$eting net#or$, b%t also on t"e advertising strategies adopted by <9A. t"is co%nt c%linary prod%cts Don&t seem to offer m%c" to create any stir and betray manifest %p#ard trends in terms of #idening cons%mer base. T"e pricing strategy adopted by <9A s"o#s considerable fl%ct%ation #"ic" "as led t"e cons%mer base to remain almost stagnant in many segments. 9s%ally, t"e prices of t"ese prod%cts are too "ig" to ma$e t"ese affordable to t"e common masses and partic%larly t"ose belonging to lo# income gro%ps. T"is p"enomenon seems to be most evident in c%linary goods segment, #"ic" constit%tes t"e bac$bone of <9A&s ind%strial base. Agric%lt%ral p%rs%its "ave not yet attained t"e stat%s of ind%strial activities to a considerable degree. So, t"e s%pply mec"anism adopted by <9A for t"e ra# materials tends more often to s%ffer from a $ind of %npredictability syndrome in terms of comm%nication and planning. beca%se Hc%ltivation for ind%strial. >rod%ction& or Hind%stryEoriented farming& is not pop%lar concepts even today in many co%ntries of t"e #orld incl%ding India. n certain occasions, t"e readily available agric%lt%ral inp%t is too lo# to cater to t"e needs of man%fact%rers n

2F:4

 T"o%g", t"e facilities of transportation and logistics for t"e s%pply of ra# material don&t lac$ s%bstantiality as m%c" in case of <9A as most ot"er players in t"e ind%stry even <9A is not totally l%in%ne to t"e problems posed by it. n many occasions, transportation costs are too "ig", #"ic" affect t"e overall pricing strategy adopted by <9A. <9A man%fact%res a large range of prod%cts along #it" t"ose #e call c%linary prod%cts. T"is diversification in prod%cts. 8%t c%linary prod%cts are %s%ally brac$eted #it" ot"er *ma'or+ prod%cts in case of t"ese companies. So, no serio%s or special attention is paid to devising separate or e5cl%sive strategies for t"ese prod%cts. It ma$es t"eir brand name rat"er t"an considerations of t"eir ;%alitative e5cellence.

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#I#4IO5RA*'/
#OO<% Edition -3rd, Title: Briggs. (1998). "The Big Payoff". Advertising Age, Spring 1998, Edition 6th, Author: Rae, N. & Brennan, M. (1997). "The relative effectiveness of sound and animation in web banner advertisements". Massey University Marketing Bulletin.

)A5ADIN,% 8%siness Today 8%siness .orld.

INT,RN,T 6,#%IT, ###.indiainfoline.com ###.%nilever.com

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