PROJECT ON

ADVERTISEMENT
Submitted To Dr. Seema Gupta Roll No. 1239 Submitted By UDIT BUBNA B. Com (H) Final Yr

DEPARTMENT OF COMMERCE DESHBANDHU COLLEGE DELHI UNIVERSITY

CONTENTS

Introduction Project Design World of Advertisement Need for Advertising What Makes an Advertisement Effective Ethics in Advertising Limitations Conclusion Reference

ACKNOWLEDGEMENT

I wish to express my gratitude to those who generously helped me in the preparation of this project report. My sincere thanks and profound gratitude to my mentor, Dr.SEEMA GUPTA without whose guidance and support this project would not have been possible. She helped me with the details of formatting and compiling the project. And finally I would like to say that it has been a great preference to me before I graduate from B. Com ( H)

UDIT BUBNA

DECLARATION

This is to certify that the project entitled Advertisement of Dr. has been Gupta, completed by me under the guidance and supervision Department Seema of Commerce Deshbandhu

College, Delhi University . I further certify that is an original work and has not been submitted anywhere else for the award of any other degree or diploma.

UDIT BUBNA HOD

Mentor

INTRODUCTION
Advertising is the key to the world prosperity: without it today modern business would be paralyzed. Advertising is the essence of public contact. The great art in writing advertisements is finding out a proper method to catch the reader or viewers eye: without which a good thing may pass over unobserved. One such strategy is celebrity endorsement of the brands. What is a brand? A brand is a name, a sign, or a symbol such as a trademark or logo that identifies a product or service and differentiates it from similar products or services. It is different from a product, in that the product performs a task for the user while the brand adds value and covers the source of the product protecting the customer, producer from competitors who would attempt to provide products that seem to be identical. Marketers use a whole lot of tactics to draw the consumers attention to their brand - one of these is getting celebrities to endorse the products. A celebrity may be the embodiment of the companys image. When celebrities endorse a brand, customers become aware of the product/service such that

they totally believe and trust that the purchases will meet their requirements and expectations. But all this provided there is a proper fit between the chosen celebrity and the brand Advertisers play this trick with the consumers; they know that some faces actually appeal to the masses, be it Sachin in boost, Sharukh in Santro or Big B Amitabh Bachchan in ICICIC. A well - chosen celebrity can draw attention to a brand e.g. Sachin Tendulkar, the worlds number one batsman endorse a product like boost ( a malted drink targeted towards children) cricket-crazy children fans of the player feel All I have to do is to drink boost and I can play cricket like Sachin. This project is a study of the advertising strategies of different companies who use celebrities to promote their brand and hence increase on sales. The study has been divided into two sections: 1. Content Analysis

This part quantitatively assesses the volume of ads appearing in the print and electronic (TV) medium. Ads of all the companies having celebrities as endorser were collected and analyzed.

2.

Consumer survey

A consumer survey conducted to analyze the impact of these adsto what extent was the consumer influenced and persuaded. The content analysis and the consumer survey were simultaneously conducted for the capital location of Delhi. The OBJECTIVE of the project is summarized as follows: Introduce the word advertising. Highlight its need,

effectiveness and role in todays world. Discuss the concept of advertising strategy Give a brief account on celebrity endorsement in ads.

Conduct a consumer survey to analyze the impact, opinion and responses of consumers to the with respect to: a) Strategy used in ads. b) Effect on the buying behavior.

The IMPORTANCE of the project is to study the different aspects of the advertising strategy adopted (Celebrity endorsement) by the companies and survey their impact.

This project analyses the famous strategy of endorsing celebrities adopted by the companies and survey their impact. Each company wants to hold the maximum share of the market and lead it. With a new face used by the companys everyday, they struggle to create the market and hold on their customers. These ads tend to reach the consumers and manipulate his behavior. They can very effectively inform the consumer, talk to him and then persuade him to try that companys goods or services. The media planning of ads intelligently covers all the aspects of what, when, where and how, which ultimately links them to their consumers. The NEED of the project is to analyze and study the effect of these ads on the consumer. Whether the existing and potential customers were really affected by these campaigns or not? Have the ads influenced them enough to change their mindset? Have the companies actually cashed in after these ads? All these questions led me to prepare the report on the same. Admirers of celebrities are all over the India, with such a scenario the SCOPE of the study expands to the whole of India. But the constraints of resources have compelled the study to confine itself to the region of Delhi alone.

PROJECT DESIGN
SAMPLE India till today remains a press dominated country. Though the medium of TV is no less, the reach of newspaper as compared to TVs is more. For this project on the analysis of celebrity endorsement in ads the mediums picked are print and TV. It was thought more relevant and meaningful. To concentrate on the analysis of ads appearing in these mediums, because the companies reach out to their existing and potential customers through these mediums. Coverage of both was considered necessary for fair representation. STUDY PARAMETERS In case of content analysis the study parameters were restricted to print and TV only. For the consumer survey a questionnaire was prepared to analyze the influence of these celebrity endorsed ads on the consumers. To get a fair representation of the consumer sector the sample size of 50 people was used.

THE WORLD OF ADVERTISING

Advertising is a powerful and the most difficult form of communication. The American Marketing Association (AMA) defines advertising as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. It is the vital marketing tool that facilitates the selling of products, and even the change of attitudes at large for the benefits of the society. It uses the mass media to persuade or influence an audience. The standard definition of advertising has six elements: a) Advertising is a paid form of communication, although some forms of advertising, such as public service announcements (PSAs), use donated space and time. b) Not only is the message paid for, but the sponsor is identified. c) Most advertising tries to persuade or influence the consumer to do something, although in some cases the point of message is simply to make consumer aware of the product and the company.

d) The message is conveyed through many different kinds of mass media. e) Advertising reaches a large audience of potential consumers. f) As advertising is a form of mass communication, it is also nonpersonal. Today, advertisers can provide customization through interactive media such as the World Wide Web. The key point is that the interactive advertising reaches a large audience. The cost for time in broadcast media, for space in print media, and for time and space in interactive and support media are spread over the tremendous number of people that these media reach.

NEED FOR ADVERTISING

Advertising was not a known concept in the earlier times. There were few products and services offered and the industry was monopolized. People had limited choices and were less aware. With the expansion of population and growth of towns the number of products, producers and shops also increased. The need for communication was felt and advertising was born. People started publishing and distributing handbills to make the customers aware of their products or service. Gradually with the technological boost and establishment of mass media the advertising sector grew to its present capacity and is now one of the most important and influential sectors of the industry. Hence the need of advertising is as follows: 1. Communication with the customers

Advertising is the best medium to communicate with large number of audience and make them aware of your products, its uniqueness, innovation and facilities.

2.

Need for persuasion

In this world of cut throat competition where all the producers aim to lure the customers and gain profits, advertising comes to their rescue. Ads influence the prospective buyer and provoke and persuade him. It is also a brand building strategy. 3. Need for enhancing national economy through increased production and sales With an increase in production of products and consumption of the same, advertising in a way enhances the national economy and boosts the national income. 4. A catalyst for change

New technologies, innovations, product lines- advertising takes these to the consumer and is a catalyst for change. 5. Mass production requires mass consumption through mass media Advertising directly encourages the expansion of mass media as a whole. It uses the different channels of communication to get to its large target audience and hence is an active participant in the growth of mass media.

Advertising will only survive and grow if it focuses on being effective. All advertisers are expecting specific results, based on their stated objectives. Advertising must be effective; it must achieve its objectives. Advertising can not save products.

WHAT MAKES AN ADVERTISEMENT EFFECTIVE?

Explicit objectives should drive the planning, creation and execution of each ad. Only the advertiser knows if the campaign reached its objectives and was worth the money. Effective ads are ads that help advertiser to reach its goals. Characteristics of Effective Ads Effective ads work on two levels. First they should satisfy consumers objectives by engaging them and delivering a relevant message. And, the ads must achieve the advertisers objectives. Initially, a consumer may be interested in watching an ad for its entertainment value and to satisfy their curiosity. If the ad is sufficiently entertaining, they may remember it. However, they may then learn that the ad relates to a personal need and provides relevant information about how to satisfy that need. The ad may also offer enough incentive for the consumer to risk the change because it shows how to satisfy their needs in a manageable way. Further, ads may reinforce their product decisions and remind of how their needs have been satisfied. The advertisers objectives differ from the consumers.

Ultimately, advertisers want consumers 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. Three broad dimensions characterize effective advertising: strategy, creativity, and execution. Strategy: - the who when what where and how advertising Creativity: - the central idea that grabs your attention and sticks in your memory. Execution: - finally, effective ads are well executed. That means that the details are fine-tuned. Effectiveness only occurs to the degree that the certain effect such as the impact or result of a message-are accomplished. A set of typical effects that the advertiser hopes to achieve: 1. Perception 2. Learning 3. Persuasion 4. Behavior

Perception means the advertiser hopes the ad will be noticed and remembered. Learning means the audience will understand the message and make the correct associations. Persuasion means the advertiser hopes to create or change attitudes and touch emotions. Behavior is getting the audience to try or buy the product, or perform some other action. In advertising strategy and planning, we refer to these effects as objectives. Every advertiser, deep down inside, hopes and assumes that each ad will produce sales. Effectiveness Factors Advertising is effective in accomplishing several objectives; for instance, creating exposure, attention, and awareness. It is also good at providing a remainder to the customer and encouraging repurchase. Role of advertising Advertising can be explained in terms of the roles it plays in business and society. 1. Marketing 3. Economic 2.Communication 4.Societal

The Marketing role Marketing is a process of business. It satisfies the needs and wants of a target market or consumer through goods and services. The products, its price, the place and promotion are the four tools available with marketing. These are collectively referred to as the marketing mix is the four Ps. Marketing communication consists of several related

communication techniques, including advertising, sales promotion, public relations, and personal selling. The role of advertising, within marketing, is to carry persuasive messages to actual potential customers. The Communication Role Advertising is a form of mass communication. It transmits different types of market information to match buyers and sellers in the market place. Advertising both informs and transforms the product by creating an image that goes beyond straightforward facts. The Economic Role Advertising likely represents two economic models. First, where advertising is a persuasive methodology and second where

the role of advertising is as a means to objectively provide pricevalue information, there by creating a more rational economy. The Social Role Advertising also has a number of social roles. It informs us about new and improved products and helps us compare products and features and make informed consumer decisions. It mirrors fashion and design trends and adds to our aesthetic sense. Advertising moves from being informational only, to creating a demand for a particular brand.

ADVERTISING STRATEGY
The Who, When, What, Where and How of Advertising. Advertising strategy as the name suggests, is the sequential planning of the steps involved in advertising and marketing goods or services. Advertising strategy encompasses the target audience and the key message and dictates the tactics used to deliver that key message to the target audience. What is a strategy? Strategy =concept. This means that strategy is like a concept, sequential planning or stepwise allocation of the procedure to be followed. Advertising strategies define the who, what, and why of advertising. The where and when comprise the media plan. Who will you target? Why? And with what persuasive message ? The answer to these questions will relay on three key components: 1. Customers 2. Competitors

3. Unique brand identity and/or Unique selling proposition Every effective ad implements a second strategy. The advertiser develops the ad to meet specific objective, carefully directs it to a certain audience, creates its message to speak that audiences most important concerns, and runs it in media (print, broadcast, or the internet, for instance) that will reach its audience most effectively. Planning the strategy calls for imaginative problem solving. The research efforts need to be creative, and the buying and placing of ads in the media require creative thinking. How do advertisers find the big idea that will snare consumers? Advertising strategy has an effective ad. Effective ad contain one big idea That dramatize what the seller has to offer. They in turn tantalize buyers. A big idea focuses on a benefit and demonstrates it in a clever or compelling fashion. Theres is an old military maxim: amateurs discuss strategy; experts discuss logistics. In other words, the best strategy in the words, the best strategy in the world wont bring victory if it cant get the forces onto place at the right time and sustain them once there. Thats the challenge of strategic planning.

The most effective advertising strategy is that which is practical and sustainable, in order to be implemented and sustained in the market place. Otherwise, its not a strategy; its fantasy. Advertising strategy focuses attention on the key benefits (the what) and provides the rational supporting that benefits (the why). It focuses on what customers want, and how to solve there problems and fulfill there desires. Key parts of the ad campaign such as reach, frequency, and effectiveness should not be compromised upon. To create advertising strategy- there are two parts. Whats going on? And what the client should do about it. Is the ad going to make the viewers laugh? Cry? Run and hide? Does it appeal to the right audience? Does it demonstrate the benefit that audience desires in a persuasive, dramatic, and unique way? Is it believable? Does it convey the brand personality for which the company is known? How to position a company, product or service? This one simple thing can make the difference between survival and failure. An advertising strategy makes all the differences.

First have something good to say. Second, say it well. And third, say it often. This principle holds so true to advertising and its strategy. In terms of advertising: something good to say means that youve innovated your business sufficiently so that youve got something of value to the marketplace thats worth advertising in the first place. Saying it well has to do with taking what you do well and saying it in your advertising in such a way that it gets people to notice and take action. Saying it often, refers to executing the advertising and follow-up marketing in a systematic format that allows building brand equity and cost-effectively turns prospects into customers. The advertising mix determines the kind and nature of advertising and its strategy. No successful advertising can be developed in disregard of this mix. By it self advertising does not sell products. The greatest advertising can at best include the initial trial of product. Finally the product has to live up to the expectation that advertising creates in the mind of consumers.

Explicit objectives should drive the planning, creation and execution of each ad. Ads should work with other forms of marketing communication to reach customers. There are two types of objectives advertisers objective & consumers objective. The advertisers objectives differ from the consumers. Ultimately, advertisers want consumers to buy and keep buying their goods and services. To move consumers to action, they must gain their attention and must hold their interest long enough to convince them to change their purchasing behavior, try their product, and stick with their product. For this there should be an effective strategy. An effective strategy contains the following elements of target consumer, consumer behavior and effects, branding, budgets, Unique Selling Point, the creative strategy, the media strategy, and the competitors.

1.

Target Consumer: Communication is primarily a force that moves a human

mind up a series of steps. Awareness and knowledge comes through the information given about the idea. Followed by the steps of liking and preference by learning how the presented idea is different and better that the competing alternatives. Finally, the steps of developing a conviction and final acceptance of the idea, when the sender motivates the receiver to decide-in favor. The business of media, advertising and marketing is driven by one resource-people. So, it becomes imperative to study and ponder on what they want, when they want it and how they want it. Truly knowing your best customers is the key to finding new customers just like them. To develop advertising that triggers a selling process in customers minds, seek to understand what motivates the customers. One must know their likes and dislikes, fears and hopes, needs and desires. Studying their demographics, geographic location, product usage and other attributes will help target ads effectively. Use of various tools helps understand the customers and good prospects like them.

In this knowledge driven industry, its peoples ideas and accepted wisdom, which shape winning strategies and success stories.
2.

Consumer behavior and effects: Perception, learning, persuasion and behavior are the effects

advertisers want to achieve through their strategy The Hierarchy of effects mode, shows how communication takes up a ladder or a scale, starting with them by injecting the basic information, moving them through the process of creating interest and a favorable attitude towards the idea and ultimately motivating them to act favorably. These match to the most popular and the moist accepted psychological model that divides behavior into three dimensions (1) cognitive-intellectual, mental or rational state (2) affective emotional and feeling state (3) cognitive or motivational striving state treating acceptance of ideas as positive or negative goals.
3.

Branding What exactly is a brand? A brand is more than a symbol-

it is a promise that the service carrying the brand will live up to its name, and perform.

A brand is an identity, built over time, from the combined impressions of the companys name, symbols, designs, personal and communications. Once an identity is established in customers minds, its very hard to change it. So its important that the brand identity is developed with care. In todays complex scenario of 360 degree communications, Brands and Brand Building is taking a new meaning. To create and characterize a brand and build goodwill interactive tools are used. Interactive tools create and define the brands personality. Establish a relationship between the brand and the audience. Use of visual icons, symbols or other representations of the brand such as the logo or a character help the customer identify with the product. Through all these aspects the buyer decides to buy Consumer involvement and influence his different types of purchase decisions. Branding helps customers know what the company stands for. Brand-name products command higher prices than generic equivalent for a simple reason that they have a perceived value.

4.

Budget It is smarter and more economical, and, in the long run

more successful, to think about the operational limits before thinking about advertising strategy. The time available, budget resources and available media all should be taken care of. Then, knowing those logistical considerations, an advertising strategy one can afford to implement and sustain should be developed; advertising strategy that doesnt just look good on paper, but also works well in real life. After all, real life is the only test of advertising strategy, advertising logistics, and advertising copywriting.
5.

Creative Strategy Once a target and position have been selected for the brand,

creative strategy is developed. A creative focuses initially on approaches to stimulate message recipients to process the advertising message by associating it to what they already know. How a communication is structured can facilitate its processing, particularly when the appeal is externally placed (i.e. TV and Radio). Two approaches are common to structuring a message.

One is a lecture format. This involves having some spokesperson talk to audience. The spokes person may be visible or unseen, and may use audio and visuals props to reinforce the information being conveyed. The lecture format is particularly appropriate when the advertiser has significant information to convey. The other approaches involve the use of drama. Here the people in an ad are not talking to the audience, but rather to each other. It is as if the audience is overhearing some real life episode. A dramatic format is often effective when the advertisers goal is to demonstrate products efficacy, or to convey some feeling related to a product or service. Once the format is decided upon, consideration is given to strategies for enhancing the chances that what is said in advertising is represented in memory. A variety of different devices are available to prompt message elaboration. One such device is use of late IDs. This should be used carefully as it can evoke both positive and negative responses. The fundamental way to sell ads is by using drama to get the viewers attention, then nurturing that attention so it becomes interesting and ultimately desire for the product or service.

Ads are of a number of ways, from gentle humor to straightforward storytelling to shock effect. An effective ad fits the brand identity of the advertiser, but also fits the self image of the prospective customer. Often, creativity lies in finding new combination of old ideas. A big idea shines a new light on something thats been there all along.
6.

Unique Selling Point of the Brand The unique selling point of the product is what makes the

company and the product unique and valuable in the minds of target customers. Branding is vital in todays marketplace. Why? It is basically for two reasons. Weve reached an unprecedented level of variety and quality in the marketplace. For almost every need, several offerings exists that will do the job well enough. The features that make todays product new and improved often are small refinements or supply added to stimulate desire. Its getting harder for customers to convince themselves of the need for new purchases. Strategically promoting ones own brand helps customers recognize whats unique and desirable about the company and its offerings.

When customers have hundreds options to choose from, the reassuring familiarity of a known brand is of great value. Branding happens with or without strategic control: a carefully nurtured unique brand identity is an invaluable asset to a company. To develop advertising themes or strategies that lead to sales one must be clear on the components ofcustomers, competitors, and brand identity.
7.

The Media Strategy: Media plays an extremely important role in the advertising

strategy. It gives meaning to the whole planning process. It is through media that the ad reaches its large number of target audience and potential customers. The media today has a wide horizon and reach. The channels of mass media like newspapers, televisions, cinema, magazines, radio and the internet makes it possible for the ads to reach the consumer. Also these can be placed at the right time and more frequently so as to appeal the people and be retained. 8. Competitors These are people who are competing with you for customers.

Each competitor has chosen advertising where he has chosen a benefit to emphasize in his or her advertising. Analyzing what they are doing helps design ones own strategy to set oneself apart.

ETHICS IN ADVERTISING
Ethics have always been an important aspect of every business activity, although the term has meant different things at different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising cannot ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government's job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets. For any business, customer is very important, and businessman attempt to communicate to all their target customers using means

of communication like advertising and sales promotion. Advertising is a very powerful and most commonly used tool. Benefits of Advertising Communication The organization has to attract the customer and create a market for its products. For this purpose, advertising is the most powerful and widely used tool for communicating message regarding products/services to a large target audience. To raise the standard of living In our developing economy, adverting with its micro and macro level influences, exerts vast and varied influences that have played key role in raising the standards of physical and material well being of the Indian society. To make market competitive In India, one finds many innovations being introduced which has changed the market structure from seller's market, and thus the result is more competitive market conditions.

 Product Differentiation It is a fact that advertising brings about products variety through real and psychological product differentiation. Critical evaluation of Advertising Though many benefits are achieved through advertisements, the ad message is becoming more and more exaggerated. To achieve competitive advantage, advertising magnifies unimportant differences, resorts to clever, tricky product promises, and claims more and more unbelievable benefits. The customer finds many advertisements as false, deceptive, or misleading. Consumers are uncertain regarding whether or not the performance of a product purchased will in fact meet their needs. If they find that the product lacks in quality, advantage, durability etc., as advertised they might not buy it again, and develop an aversion to every other product of that company. Unethical Advertising Advertisement is considered unethical in the following situations; When it has degraded or underestimated the substitute or rival's product.

 When it gives false or misleading information on the value of the product. When it fails to give useful information on the possible reaction or side effects of the product. And When it is immoral. Ways of Misleading the Consumers Many a time, traders entice the customers into their stores by advertising goods at a very low price, but they stock only a handful of such sale items in the store. When the advertised goods are sold out, consumers are steered towards the higher-priced stock or lower quality goods. Retailers must ensure that reasonable supply of products is available during the sales, and retailers should not purposely avoid it. Retailers should make it clear in the advertisement that how many items on sale are available or when the sale ends. Sale offer should be for a limited period. Advertisement should declare that sale offer is for a limited time period. The period of the offer should be made clear in the advertisement only when the

advertised goods are available for a limited period or stocks are limited. Traders often offer insignificant price reduction. To illustrate, a trader may advertise that the price of product is reduced to Rs.99.95, when the normal selling price is Rs.100.. The trader must include the normal selling price and discounted price in his offer .The trader sale offer is misleading if the trader claims the product is below cost, when the price is not below cost after discounts, rebates and other allowances it is misleading if the trader simply shows a fictitious higher price as normal selling price in the advertisement. Advertisement must clearly indicate the total price of goods or services. All price comparison must be truthful and must not intentionally or unintentionally mislead the consumers. Under the Fair Trade Practices Act, retailers have an obligation to ensure that they do not mislead or make false representations to customers with respect to price of the goods. The consumers who shop around and compare the prices of various products are less likely to be deceived by misleading claims consumers should also be aware of what is a reasonable price of goods and not take any advertised discounts at face value.

 While many sales are legitimate or genuine, the consumers should not get attracted to such sales offers i.e., "Hurry...very few days remain for sale''. The consumers should be aware of what to expect when retailers place items on sale and how to avoid being misled by discount advertisements. A marketer should take care to ensure that when goods or services are advertised to be available at a discount or as being on sale, it is a genuine discount or sale. Remedies to overcome Deceptive Advertisements Cease-and- Desist Orders The cease-and-desist orders, which prohibit the respondent from engaging any more in deceptive practice, are actually the only formal procedure established by the Federal Trade Commission Act for enforcing the prohibition of ' deceptive acts and practices.'' Restitution Restitution means the consumer is compensated for any damage caused to him by the product that had advertised claims not adequately substantiated. Restitution is rarely considered because of its severity.

 Affirmative Disclosures If an advertisement has provided insufficient information to the consumers, an affirmative disclosure might be issued Affirmative disclosure require 'clear and conspicuous disclosure' of omitted information. Often the involved information relates to the deficiency or limitations of the product or service possibly relating to matters of health or safety. Corrective Advertising Corrective Advertising requires the advertisers to verify past deception by making suitable amendment in any of its future commercial. Self Regulation in Advertising It is our responsibility to regulate our operations. And we must do it ourselves. Self regulation is not a quick-fix solution; it will be completely ineffective without commitment from and the integrity of one and all. Self Regulation may require the following;

 The development of a self-regulatory code of conduct covering all forms of media that is sensitive to ethics, legalities, decency and truthfulness in advertising. Provision for monitoring and accountability, including a policy allowing for the removal of ads that violate the code. Greater participation of advertising professionals in the regulatory process. The inclusion of non-industry players in the process Consumer awareness of the self regulation system. Simplification of the complaint process against ads. Transparency throughout the entire system. These reforms will achieve three goals. They will make the industry accountable for its actions. They will make regulators and critics think twice before attacking the industry and finally they will lead the public to trust ads, advertisers and agencies.

CONCLUSION Reputable companies and advertising agencies avoid telling lies. They realize the cost of being caught. A dent in trust can prove to be much costlier than the failure of an ad campaign or for that matter, even a brand. The challenge before advertisers and agencies is to ensure that ads reflect our values. We must endeavor to see that "advertising" does not remain a dirty word.

LIMITATIONS

Only a limited number of magazines and newspapers could be referred to. It is a small scale project, analyzing the trends in the Indian advertising industry. The newspapers and magazines of a fixed time period could be referred to due to their availability over that particular time period. If further study is required the project could be extended to a large scale including other media, various newspapers, magazines etc. also, the advertising strategies between developing and developed countries could be studied.

CONCLUSION
Summarizing the advertising strategy is also as important as effectively building it. What product or service is advertised? Is there promotion of overall image, a specific product or service, a product line? What benefit does this strategy promise? Why is that benefit, the key benefit? Would the typical customer agree? How is this promise supported? Can you state for why you deliver this benefit better than any competitor ca? What character or tone will the ad project? How is this consistent with other marketing efforts? Once these questions have been answered the creative approach is prepared. Good advertisers know that how you say something is just as important as what you say. What you say comes from strategy, whereas how you say it is a product of creativity and execution. Strategy, creativity and execution all contribute to whether an ad wins an award.

REFERENCES
Newspapers

The Times of India The Economic Times The Hindustan Times The Brand Reporter

Internet: sites referred to

www.agencyfaqs.com www.exchange4media.cvom www.indiatimes.com

As the second part of the project study shows, a consumer survey was carried on in the capital to get to know the impact of advisement on the day to day life of general public. The advertising strategy adopted by me was related with the utility of the goods as well as with regard to their growing popularity among the masses. It was found out in the survey that people were keen towards buying the things which was often used by the celebrities, but at the same time people are also aware of the fact that things should be chosen according to their own requirement. They must satisfy their demands for examples when they were asked to express their views regarding the cosmetic products, the brand was important but apart from this they also kept in view that they must be after dole as price is the chief concern of the huge masses. Whoever a large section of the public was ready to spend for the quality products. Today in the changing scenario people are day by day becoming health conscious and they have an access to the changes in scientific progresses and advancements. Advertising plays an important role in this however one important thing that came out of the survey was that it is the middle class which is the deciding factor as a great number of people belong to this section and want to adopt themselves according to the needs as well as the needs of environment. The survey also shows that the promotion played an

important role in the sale of the products than anything else. They were certain factors taken under consideration by the people regard.

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