INTRODUCTION

We are surrounded by advertisingon television, radio, the Internet, as well

as on roadside hoardings and in printed media. Most of it is more
sophisticated than we realizealmost every professionally produced
advertisement is a carefully constructed mixture of words, images, and
symbols, chosen with the aid of experts in consumer psychology.
Understanding how advertisements work

Importance of Advertising

Advertising in business is a form of marketing communication used to
encourage, persuade, or manipulate an audience (viewers, readers or
listeners; sometimes a specific group) to take or continue to take some
action. Most commonly, the desired result is to drive consumer behavior
with respect to a commercial offering, although political and ideological
advertising is also common. This type of work belongs to a category
called affective labor.
Commercial advertisers often seek to generate
increased consumption of their products or services through "branding",
which involves associating a product name or image with certain qualities in
the minds of consumers. Non-commercial advertisers who spend money to
advertise items other than a consumer product or service include political
parties, interest groups, religious organizations and governmental agencies.
Nonprofit organizations may rely on free modes of persuasion, such as
a public service announcement (PSA).
Advertising Strategies

A campaign developed by a business to encourage potential
customers to purchase a good or service. An advertising strategy is generally
tailored to a target audience perceived to be most likely out of
the population to purchase the product.
Advertising strategies include elements such as geographic location,
perceived demographics of the audience, price points, special offers, and
what advertising media, such as billboards, websites, or television, will be
used to present the product. An advertising strategy is a campaign developed
to communicate ideas about products and services to potential consumers in
the hopes of convincing them to buy those products and services. This
strategy, when built in a rational and intelligent manner, will reflect other
business considerations (overall budget, brand recognition efforts) and
objectives (public image enhancement, market share growth) as well.

Aspects of Advertising

TARGET CONSUMER :- The target consumer is a complex combination
of persons. It includes the person who ultimately buys the product, as well as
those who decide what product will be bought (but don't physically buy it),
and those who influence product purchases, such as children, spouse, and
friends. In order to identify the target consumer, and the forces acting upon
any purchasing decision, it is important to define three general criteria in
relation to that consumer, as discussed by the Small Business
Administration:
DemographicsAge, gender, job, income, ethnicity, and hobbies.
BehaviorsWhen considering the consumers' behavior an advertiser needs
to examine the consumers' awareness of the business and its competition, the
type of vendors and services the consumer currently uses, and the types of
appeals that are likely to convince the consumer to give the advertiser's
product or service a chance.
Needs and DesiresHere an advertiser must determine the consumer
needsboth in practical terms and in terms of self-image, etc.and the kind
of pitch/message that will convince the consumer that the advertiser's
services or products can fulfill those needs.

PRODUCT CONCEPT :- The product concept grows out of the
guidelines established in the "positioning statement." How the product is
positioned within the market will dictate the kind of values the product
represents, and thus how the target consumer will receive that product.
Therefore, it is important to remember that no product is just itself, but, as
Courtland L. Bovee and William F. Arenas stated in Contemporary
Advertising , a "bundle of values" that the consumer needs to be able to
identify with. Whether couched in presentations that emphasize sex, humor,
romance, science, masculinity, or femininity, the consumer must be able to
believe in the product's representation.
COMMUNICATION MEDIA The communication media is the means by
which the advertising message is transmitted to the consumer. In addition to
marketing objectives and budgetary restraints, the characteristics of the
target consumer need to be considered as an advertiser decides what media
to use. The types of media categories from which advertisers can choose
include the following:
PrintPrimarily newspapers (both weekly and daily) and magazines.
AudioFM and AM radio.
VideoPromotional videos, infomercials.
World Wide Web.
Direct mail.
Outdoor advertisingBillboards, advertisements on public transportation
(cabs, buses).
After deciding on the medium that is 1) financially in reach, and 2) most
likely to reach the target audience, an advertiser needs to schedule
the broadcasting of that advertising. The media schedule, as defined by
Hills, is "the combination of specific times (for example, by day, week,
month) when advertisements are inserted into media vehicles and delivered
to target audiences."
ADVERTISING MESSAGE:- An advertising message is guided by the
"advertising or copy platform," which is a combination of the marketing
objectives, copy, art, and production values. This combination is best
realized after the target consumer has been analyzed, the product concept
has been established, and the media and vehicles have been chosen. At this
point, the advertising message can be directed at a very concrete audience to
achieve very specific goals. Hiam and Schewe listed three major areas that
an advertiser should consider when endeavoring to develop an effective
"advertising platform":

What are the product's unique features?
How do consumers evaluate the product? What is likely to persuade them to
purchase the product?
How do competitors rank in the eyes of the consumer? Are there any
weaknesses in their positions? What are their strengths?
Most business consultants recommend employing an advertising agency to
create the art work and write the copy. However, many small businesses
don't have the up-front capital to hire such an agency, and therefore need to
create their own advertising pieces. When doing this a business owner needs
to follow a few important guidelines

ADVERTISING BUDGET :- The advertising budget can be written before
or after a business owner has developed the advertising strategy. When to
make a budget decision depends on the importance of advertising and the
resources available to the business. If, for instance, a business knows that
they only have a certain amount of money for advertising then the budget
will tend to dictate what advertising is developed and what the overall
marketing objectives will be. On the other hand, if a business has the
resources available, the advertising strategy can be developed to
meet predetermined marketing objectives. For small businesses, it is usually
best to put together an advertising budget early in the advertising process.
The following approaches are the most common methods of developing an
effective budget. All the methods listed are progressive ones that look to
perpetuate growth:
Percentage of future or past sales
Competitive approach
Market share
All available funds
The task or objective approach
The easiest approachand thus the one that is most often usedis the
percentage of future or past sales method. Most industry experts recommend
basing spending on anticipated sales, in order to ensure growth. But for a
small business, where survival may be a bigger concern than growth, basing
the advertising budget on past sales is often a more sensible approach to
take.
Advertisements, whatever their medium or format, have two purposes:
To inform us of the availability of a product or service, or to give
details of an event
To persuade us, usually to buy something, or to support a cause

Ultimate objective of every organization is to generate sales which will bring
revenues to the company, and increase sales advertisement is one of the
means. The advertisers objectives different from the consumers.
Ultimately advertiser want consumer to buy
and keep buying their goods and services. To move consumers to action,
they must gain their attention. They must then hold their interest long
enough to convince them to change their purchasing behavior, try their
product, and stick with their product.
Back Ground
We have taken care to standardize facilities across all customer touch
points. Up gradation of faculties and continuous improvement in all
processes is given importance. The company also takes an active part in
imparting training and capability building in all areas including sales, service
and business management. All our dealers are connected through the
extended network of SAP, ensuring operational efficiency

Methodology:

SAMPLING
Selection of Sample
Sampling allows us to concentrate our attention upon relatively small
number of people and hence devote more energy to ensure that the
informational collected from them is accurate
POPULATION
People from Thiruvalla city
SAMPLE FRAME
All the existing customer of Karvy and potential customer
SAMPLE SIZE
100 Units

SAMPLE METHOD
Convenience and judgmental sampling.
Source:
Primary Source:
Questionnaire
Unstructured interview
Secondary Source:
Company data through Internet
Organization Report
Findings
85% respondents watch/read ads everyday and 15% respondents
dont watch/read ads everyday
50% respondents prefer reading Malayala Manorama and 21%
respondents prefer reading Mathrubhum ,17% respondents prefer
reading The Times of India
65% respondents has not come across Karvy ads in news paper
and 35% come across ads in news paper
Recommendation

1) Newspaper is the media through which most of the customer could know
about KARVY. So company should emphasis on this mean of advertisement
so as to create awareness
2) To make ads effective company should use celebrities in ads and there
should be action and thrill in ads that attracts viewer
3) Company can think of installing hoarding n prime locations for the
visibility
4) Advertising can improve my modern techniques
5) Advertising through social media, flex board, stick notes, catalogs will be
more affordable and effective for the company
6) Displays on company products may carry out for better customer
communication
7) Surveys on customer requirement may be helpful for product
development
8) Better planning on advertising and selection of medium may make a
considerable difference on sales




Objective of the study:

To know the impact of advertisement on its customer

To advice appropriate advertising methods and means to
Karvy Consultancy Pvt. Ltd.

To know which advertisement of Karvy is more effective.

To determine effectiveness of advertisement media used by
Karvy
To know to what extent advertisement helps in increasing sales
Scope of the study:

To know the impact of advertisement on its customer

To know which source of advertisement that suits the organization

To know to at what extent advertisement helps in increasing sales

To know customers perception towards advertisement strategy
implemented.


To determine effectiveness of advertisement media used by
Karvy