Project Report - Advertising Effectiveness

INTRODUCTION:-

Advertising Effectiveness : Advertising objectives of all business are to makes profits and a
merchandising concern can do that by increasing its sales at remunerative prices. This is
possible, if the product is widely polished to be audience the final consumers, channel members
and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes
a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As
personal stimulation of demand for a product service or business unit by planting commercially
significant news about it in a published medium or obtaining favourable presentation of it upon
video television or stage that is not paid for by the sponsor.

    On the other hand, advertising denotes a specific attempt to popularize a specific product or
service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the
sponsor and involves certain cost and hence is paid for. It is a common form of non- personal
communication about an organisation and or its products idea service etc. that is transmitted to a
target audiences through a mass medium. In common parlance the term publicity and advertising
are used synonymously.

What is Advertising :

          The word advertising is derived from the Latin word viz, "advertero"   "ad" meaning
towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing".

          Simply stated advertising is the art "says green." Advertising is a general term for and all
forms of publicity, from the cry of the street boy selling newspapers to the most celebrate
attention attracts device. The object always is to bring to public notice some articles or service, to
create a demand to stimulate buying and in general to bring logethel the man with something to
sell and the man who has means or desires to buy".

          Advertising has been defined by different experts. Some of the quoted definition are :

          American marketing association has defined advertising as "any paid form of non personal
presentation and promotion of ideas, goods or services by an identified sponsor. The medium
used are print broad cast and direct.
          Stanton deserves that "Advertising consists of all the activities involved in presenting to a
group a non- personal, oral or visual openly, sponsored message regarding a product, service, or
idea. This message called an advertisement is disseminated through one or more media and is
paid for by the identified sponsor.

          Advertising is any paid form of non – personal paid of presentation of ideas goods or
services by an identified sponsor. Advertising is a "non- personal paid message of commercial
significance about a product, service or company made to a market by an identified sponsor.

ADVERTISING

The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which means to turn to.
The dictionary meaning of the word is ‘to announce publicity or to give public concerned to a
specific thing which has been announced by the advertiser publicity in order to inform and
influence them with the ideas which the advertisement carries. In business world the terms in
mainly used with reference to selling the product of the concern.

The advertising, as Jones defines it is "a sort of machine made mass production method of selling
which supplements the voice and personality of the individual salesman, such as manufacturing
the machine supplements the hands of the craftsman." It is thus a process of
buying/sponsor/identified media space or time in order to promote a product or an idea. From a
careful scrutiny of the above definition, the following points emerge :

Advertising is a paid form and hence commercial in nature. This any sponsored communication
designed to influence buyer behaviour advertising.

Advertising is non-personal. Unlike personal selling, advertising is done in a non-personal

manner through intermediaries or media whatever the form of advertisement (Spoken, written or
visual). It is directed at a mass audience and not directed at the individual as in personal selling.

Advertising promotes idea, goods and services. Although most advertising is designed to help
sell goods, it is being used increasingly to further public interest goals.

Advertising is identifiable with its sponsoring authority and advertiser. It discloses or identifies
the source of opinions and ideas.

Advertising thus is :

1. Impersonal

2. A communication of ideas.

3. Aimed at mass audience

4. By a paying sponsor.
The two forms of mass communication that are something confused with advertising are
publicity and propaganda. If we eliminate the elements of the "paying sponsor" (The paid
requirement) we would have the element of publicity left : For publicity is technically speaking,
advertisement without payment. In a similar manner. If we eliminate the requirement of an
"identified sponsor", the resulting communication is propagandistic.

It is important for us to emphasize that advertising may involve the communication of ideas or
goods of service. We are all aware that advertising attempts to sell goods and services. But we
may overlook the more important fact that it often sells ideas. Advertising may persuade with
information; it may persuade with emotion: more frequently, it endeavours to persuade with
some mixture of both.

(1) Electronic Media

Advertisers use two types of media to reach target consumers over the airwaves; radio or T.V.
(A) Radio :

Advertisers using the medium of radio may also be classified as National or Local advertisers.
The radio is a prominent vehicle of advertising in our country and accounts for a large sum of the
total advertising budget.

The radio serves principally local rather than national or large regional markets. Many small
advertisers use the radio. So do some large organizations.

When T.V. became a factor in the advertising scene, some industry observers felt that radio
advertising might become insignificant or even disappear. This has not been so, for radio
operators have responded to the challenge by offering programmes that features music etc. which
appeal to local audience consumers have responded very favourably to this approach. Moreover
TV does not have much coverage in our country.

(B) Television :

Late in India, a growing class of advertising media has been the TV. In our country, commercial
advertising on TV is severely limited because broadcast timings are only in the evenings. The
TV is a unique combination timing of sight and sound and achieves a deeper impact than the
other media do. This is particularly advantageous for advertisers whose product require
demonstration. TV advertising offers advantage of impact, mass coverage, repetition, flexibility
and prestigious. In our country not everyone has a TV set; therefore it does not reach everyone.
Moreover, in rural India where 76.31% of our population lives. There are hardly any TV sets,
except at the community centres where electricity is available. Moreover, TV programmes in our
country do not offer much selectivity. The translation is limited, any centers do not have TV
towers.

TV appeals to both the senses of sound and of sight . As a result is combines the two to produce
high-impact commercials. Finally, the fact that product or service is promoted on TV may build
a prestigious image of the product and its sponsor. The pleasure derived from watching TV is at
least potentially transferable to the advertising message delivered through the medium.

(ii) Print Media

The print media carry their massages entirely through the visual mode. These media consist of
newspapers, magazines and direct mail.

(A) Newspaper :
A sizable share of the total advertising budget is spent on advertising in newspapers. Newspapers
in our country virtually reach most of the homes in the cities. Since newspapers are local,
marketers can easily use them to reach particular markets. This selectivity is easily rigorous.
Some are in the twelve-hour range. From the viewpoint of the advertiser, newspaper offers
several advantage, they are local in content and appeal and provide opportunity for direct
communication between a product and its local dealers or distributors. Because newspapers
supply news, they offer an atmosphere of factual information and of currency that may be
favourable for some advertising situations. Advertisers can reach a very broad audience through
newspapers which offer great flexibility. The advertisers may choose the specific area to be
covered and the advertisement can be placed in newspapers at very short notice as compared
with other media.

(B) Magazines :

Magazines are also mean of reaching different market, both original and matinal and of general
and specific interest. An organisation may approach national markets through such publication as
Business India, Famina, Sportsweek, India Today, Business World and Filmfare. Some
marketers divide their market on the basis of such variable as age, educational level and interest
magazines. Magazines are divided into those parts that serve business, industrial consumers,
ladies, sports etc. The diversity of magazines is tremendous. Some offer news or together
"General Interest" content to huge audience. Others are highly specialised, technical or even
exotic. In general, magazines offer advertiser the opportunity to reach highly selective audience.

The primary advantage of magazine advertising are selectivity of market targets; quantity
reproduction long life; the prestige associated with some magazines; and the extra service
offered by many publications. The quality of magazines reproduction is usually high. Consumers
sometime keep individual copies for long period of time; reread them or pass them on to other.
Some magazines have prestige value. The marketer can cover national or large regional markets
at a low cost per contract (per individual reached). Magazines generally offer high-quality
printing of advertisement.

(iii) OUTDOOR AND TRANSIT MEDIA

(A) Outdoor Advertising :

Outdoor advertising involves the use of sign and bill-boards, posters or displays (such as those
that appear on a building’s wall) and electric spectacular (large, illuminated, sometime animated
sign and display). The marketers may purchase billboards on the basis of showings. A showing
indicates the percentage of the total population of a particular geographic area that will be
exposed to it during one month period. The highest showing is 100. Here the number of
billboards is would attract approximately 50% of the local population about 20 times during a
month. Sings are usually smaller than billboards and are erected and maintained by the marketer
rather than by the advertising media.

This form of advertising has the advantage of communication quick and simply ideas of
repetition and of the ability to promote products that are available for sales. Outdoor advertising
is particularly effective in metropolitan and other can use this medium to bring the products to
the attention of consumers or to remaining them of the product, while they are on shopping trips
or area disposed towards shopping. Advertisers may utilize this medium to economically reach a
large mass of people or small local markets.

(B) Transport Advertising :

Transport advertising appears on the inside or outside of taxis, buses, railways and other modes
of passenger transportation. Marketers may use transit advertisement to attain high exposure to
particular groups consumers on theory way to and from work and tourists. Repeat exposure is
possible for a majority of the people in our country use public transport basis. Transport
advertising is useful in reaching consumers at an advantageous point which they are embarking
on a shopping trip. This medium is a low cost medium.

SALES PROMOTION

According to the American Marketing Association, Sales Promotion consists of those marketing
activities other than personal advertising and publicity that stimulate consumer purchasing and
dealer effectiveness, such as displays shows and expositions, demonstration and various non-
recurrent selling efforts not in the ordinary routine.

Sales promotion activities are impersonal and usually non-recurring and are directed at the
ultimate consumers, industrial consumers and middlemen. These activities tend to supplement
the advertising and personal selling efforts. Examples of sales promotion are free product
samples, trading stamps, store displays, premiums, coupons and trade shows. For many
organisations, including the marketers of food, toys and clothing, store displays are an important
sales promotion device. Display exposes the promotion messages to consumers at the time and
place of purchase. Such exposure is especially important for items that are bought on impulse.
Numerous consumers products are purchased in stores that use self-service selling method's.
Marketers of such items need effective display in order to distinguish their products from those
of their rivals.

PUBLICITY

Publicity is a means of promoting the mass market and is similar to advertising, except that it is
free, is found in the editorial portion of news media and pertains to newsworthy events. The most
common type of publicity are news release (also know as press release), photographs and feature
stories. Marketers have less control over the nature of the publicity that their organisation and
products receive than they have over their advertising, personal selling and sales promotions
messages. Upon receiving a news release, for instance, the editor or broadcast station programme
director may choose to throw the release in the waste paper basket, change the hording, or print
or broadcast it in the original form. The disposition of the news release is entirely in the hands of
the media and cannot be dictated by the marketer. Publicity may be negative as well as positive.
Some products and brands have received bad publicity; for example cigarettes, wings, artificial
sweeteners have been branded unsafe or unhealthy in the publicity which they would rather have
done without. Many a companies and trade association officials attempt to develop favourable
working relationships, with the media in order to minimise bad publicity. They realize that such
communications to the public may have every adverse impact upon the image of the
organisation.

PERSONAL SELLING
Personal selling consists of persons to communication between the sales persons and their
prospects. Unlike advertising, it involves personal interactions between the sources and the
destination. Advertising aims at grouping the shotgun approach, while personal selling aims at
individuals the right approach. Sales persons are in the position to tailor their messages
according to the unique characteristics of each prospect. Further, by observing and listening,
sales persons receive immediate feedback on the extent to which their messages are getting
across. If feedback indicates that the message is not getting across, the sales person may quickly
adjust it or the method of its presentation.

Personal selling may be a very intense means of promotion. Consumers can easily leave the
room-during a TV commercial, ignore a store display. The most effective method of promotion
probably is to have sales person provided that the organisation has sufficient funds. The most
effective method of promotion probably is to have sales person call upon every target consumers,
for many institutions, especially those that appeal to the mass market, this would be terribly
inefficient. As a result, they employ mass marketing techniques such as advertising, personal
selling is very important in industrial marketing.

PUBLIC RELATIONS

Marketers engage in public relations in order to develop a favourable image of their organisation
and products join the eyes of the public. They direct this activity to parties other than target
consumers. These "other" include the public at large labour unions, the press and environmental
groups. Public relations activities include sponsoring, lobbying and using promotion message to
persuade members of the public to take up a desired position. The term public relations refers to
a firm's communication and relationships with the various sections of the public. These sections
include the organisation customers, suppliers, share holders, employees, the government, the
general public and the society in which the organisation operates. Public relations programme
may higher be formal or informal. The critical point is that every organisation, whether or not it
has a formalized (organised, programme, should be concerned about its public relations.

ADVERTISING EFFECTIVENESS

Advertising is an art not a science. Effectiveness of which cannot be measured with a

mathematical or empirical formula some advertisers argue that advertising efforts go to waste,
but every advertiser is keenly interested in measuring or in evaluation of ad. effectiveness.
Testing for the effectiveness of ad. will lead advertisement testing must be done either before or
after the ad has done in the media. It is of two types, pretesting which is done before the ad. has
been launched and one is referred to as cost testing which is done before the ad. has been
launched and one is referred to as cost testing which is done after launching the advertising
campaign. The basic purpose of advertising effectiveness is to avoid costly mistakes, to predict
the relative strength of alternative strength of alternative advertising strategies and to increase
their efficiency. In measurement of ad. effectiveness feed back is always useful even if it costs
some extra expenditure to the advertiser.

Sales-Effect :

Communication-effect advertising research helps advertisers assess advertising's communication

effects but reveals little about its sales impact. What sales are generated by an ad that increases
brand awareness by 20% and brand preference by 10%?

Advertising's sales effect is generally harder to measure than its communication effect. Sales are
influenced by many factors besides advertising, such as the product's features, price, availability
and competitors' actions. The fewer or more controllable these other factors are, the easier it is to
measure advertising's effect on sales. The sales impact is easiest to measure in direct-marketing's
effect on sales. The sales impact is easiest it is to measure in direct-marketing situations and
hardest measure in brand or corporate-image-building advertising.

PROGRESS TESTS

These assess the various stages of buyer awareness, preference, buying intention and the actual
purchase in relation to ad. effort. They are called sales effect tests.

Measuring Sales Response to Advertising :

Though increase in sales in the true measure of advertising effectiveness, in reality it is difficult
to measure the increase that is due to a particular advertisement. It is rather difficult to correlate
the response in sales with the advertising programme. However, a few methods have ben
discalled in the following paragraphs which are generally used to measure the sales response to
advertising.

The Netapps Method :

The term Netapps has been framed from the term net-ad-produce-purchases. This method, which
has been developed by Daniel Starch and Staff company, requires the measurement of both
readers and non-readers who purchased and who did not purchase the brand under investigation.
The netapps method is useful in the relative measurement of the sales-effectiveness of various
advertising approaches. But the method is subject to a high level of false reporting and open to
interviewer bias. Moreover, we have considered advertising influence as the only factor which
results in a purchase. There may be, and often are, other variables which affect purchases.

Sales Results Tests :

The additional sales generated by the ads are recorded, taking several routes.

Past Sales before the ad and sales after the ad are noted. The difference is attributed to ad impact.

Controlled Experiment : In experimental market, any one element of marketing mix is changed.
It is compared with the sales of another similar market. The element's presence observance is a
reason for difference in sales.

Instead of two markets, the experiment can be carried on the two groups of consumers.

The inventory audit is dealers inventory before and after the ad is run.

Attitude Tests

This is an indirect measurement of the post-testing effects of ads on attitudes towards the
advertised product or brands. The change in attitude as a result of advertising is assessed. The
assumption is that favourable attitude towards the product may lead to purchases.
Most ads are designed to either reinforce or change existing attitudes. An attitude is a favourable
or unfavourable feeling about a product.

Basic Features of Advertising:-

          On the basis of various definitions it has certain basic features such as :

1.       It is a mass non-personal communication.

2.       It is a matter of record.

3.       It persuades buyers to purchase the goods advertised.

4.       It is a mass paid communication.

5.       The communication media is diverse such as print (newspapers and magazines)

6.       It is also called printed salesmanship because information is spread by means of the
written and printed work and pictures so that people may be induced to act upon it.

Functions of Advertising :-

         For many firms advertising is the dominant element of the promotional mix – particulars
for those manufacturers who produce convenience goods such as detergent, non – prescription
drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by
maters of automobiles, home appliances, etc, to introduce new product and new product features
its uses its attributes, pt availability etc.

          Advertising can also help to convince potential buyers that a firms product or service is
superior to competitors product in make in quality, in price etc. it can create brand image and
reduce the likelihood of brand switching even when competitors lower their prices or offer some
attractive incentives.

          Advertising is particularly effective in certain other spheres too such as :

i)        When consumer awareness of products or service is at a minimum.

ii)       When sales are increasing for all terms in an industry.

iii)      When a product is new and incorporates technological advance not strong and.

iv)      When primary buying motive exists.

It performance the following functions :

i)        Promotion of sales

ii)       Introduction of new product awareness.

iii)      Mass production facilitation

iv)      Carry out research

v)       Education of people.

TYPES OF ADVERTISING

         Broadly speaking, advertising may be classified into two categories viz., product and
institutional advertising.

a)      Product Advertising

          The main purpose of such advertising is to inform and stimulate the market about the
advertisers products of services and to sell these. Thus type of advertising usually promote
specific, trended products in such a manner as to make the brands seam more desirable. It is used
by business government organization and private non-business organizations to promote the uses
features, images and benefits of their services and products.   Product advertising is sub-divided
into direct action and indirect action advertising, Direct action product advertising wages the
buyer to take action at once, ice he seeks a quick response to the advertisement which may be to
order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in
response to prince reduction during clearance sale.

          Product advertising is sub-divided into direct & indirect action advertising & product
advertising aims at informing persons about what a products is what it does, how it is used and
where it can be purchased. On the other hand selective advertising is made to meet the selective
demand for a particular brand or type is product.

b)      Institutional Advertising :

          It is designed to create a proper attitude towards the sellers to build company image or
goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind
and to implant feeling favourable to the advertisers company. Its assignment is to make friends
for the institution or organization.

          It is sub-divided into three categories : patronage, public, relations and public service
institutional advertising. i)       In patronage institutional advertising the manufacturer tells his
prospects and customer about himself his policies and lives personnel. The appeals to the
patronage motivation of buyers. If successful, he convince buyers that his operation entitles him
to the money spent by them.

ii)      Public relations institutional advertising is used to create a favourable image of the firm
among employees, stock-holders or the general public.

iii)        Public service institutional advertising wages public support.

c)      Other Types :

          The other types are as follows :

i)       Consumer advertising

ii)       Comparative advertising

iii)      Reminder advertising

iv)      Reinforcement advertising

ADVERTISING OBJECTIVES
          The long term objectives of advertising are broad and general, and concern the
contribution  advertising should make to the achievement of overall company objectives. Most
companies regard advertisingly main objective as hat of proving support to personal selling and
other forms of promotion. But advertising is a highly versatile communications tools and may
therefore by used for achieving various short and long term objectives. Among these objectives
are the following :

1.      To do the entire selling job (as in mail order marketing).

2.      To introduce a new product (by building brand awareness among potential buyers).

3.      To force middlemen to handle the product (pull strategy).

4.      To build brand preference 9by making it more difficult for middleman to sell substitutes).

5.      To remind users to buy the product (retentive strategy).

6.      To publicize some change in marketing strategy (e.g., a price change, a new model or an
improvement in the product).

7.       To provide rationalization (i.e. Socially acceptable excuses).

8.       To combat or neutralize competitors advertising.

9.       To improve the moral of dealers and/or sales people (by showing that the company is
doing its share of promotion).

10.      To acquaint buyers and prospects with the new uses of the product (to extend the PLC).

BENEFITS

          The functions of advertisement, and that purpose its ethics, may be discussion below :

1.       It leads to cheaper prices. "No advertiser could live in the highly competitive arena of
modern business if his methods of selling were more costly than those of his rivals."

2.       It acquaints the public with the features of the goods and advantages which buyers will
enjoy.

3.       It increases demand for commodities and this results in increased production. Advertising :
 a)      Creates and stimulates demand opens and expands the markets;

b)      Creates goodwill which loads to an increase in sales volume;

c)      Reduces marketing costs, particularly product selling costs.

d)      Satisfied consumer demands by placing in the market what he needs.

4.      It reduces distribution expenses in as much as it plays the part of thousands of salesman at a
home. Information on a mass scale relieves the necessity of expenditure on sales
promotion staff, and quicker and wider distribution leads to diminishing of the
distribution costs.

5.       It ensures the consumers better quality of goods. A good name is the breath of the life to
an advertiser.

6.       By paying the way for large scale production and increased industrialization, advertising 
contributes its quota to the profit of the companies the prosperity of the shareholder the
uplifts of the wage earners and the solution of he unemployment problem. 

7.        It raises the standard of living of the general public by impelling it to use to articles of
modern types which may add to his material well being. "Modern advertising has made
the luxuries of yesterday the necessities of today ..................... It is a positive creative
force in business. It makes two blades of grass grow in the business world where one
grew before.

8.        It establishes the goodwill of the concern for the test articles produced by it and in course
of time they sell like not cakes consumer search for satisfaction of their needs when they
purchase goods what they want from its beauty, superiority, economy, comfort, approval,
popularity, power, safety, convenience, sexual gratification and so on. The manufactures
therefore tries to improve this goodwill and reputation by knowing the buyer behaviour.

To sum up it may be said that advertising aims at committing the producers, educating
the consumer, supplementing the salesman converting the producer and the dealer to
eliminate the competitor, but above all it is a link between the produce and the consumer. 

 WHY & WHEN TO ADVERTISE

          Advertising as a tool to marketing not only reaches those who buy , but also those whose
opinions or authority is counted for example a manufacturer of marble tiles and building boards
advertises not only to people who intend to build houses but also to architect and engineers.
While the manufacturers of pharmaceuticals products advertise to doctors as well as to the
general public. At time it is necessary for a manufacturer or a concern to advertise things which
it does not sell but which when sold stimulates the sales of its own product. There are concerns
like electric heaters, iron etc. because the use of these increases the demand for their products.

          Advertising should be used only when it promises to bring good result more economically
and efficiently as compared to other means of selling. There are goods for which much time and
efforts are required in creating a demand by sending salesman to prospective buyers than by
simply advertising them. In the early days of the cash register in America it was sold by specially
trained salesman who called on the prospective users and had the difficult task of convincing
them that they could no longer carry on with the old methods, and that they urgently needed a
cash register. In our country certain publishers have found it less costly to sell their books by
sending salesman from house to house among prospective buyers than to advertise them. In these
two examples the cost of creating demand would be too high if attempted by advertising alone
under such circumstances advertising is used to make the salesman acceptable to the people they
call upon to increase the confidence of the public in the house. Naturals when there are good
profits competitors will be attracted and they should be kicked out as and when sufficient capital
is available by advertising on a large scale. Immediate result may not justify the increased
expenditure but it will no doubt secure future sales.

DESIGNING ADVERTISING CAMPAIGN :

          An advertising is an organized series of advertising messages. It has been defined as "a
planned, co-ordinate series of promotional efforts built around a central theme and designed to
reach a specified goals." In other words, it is an orderly planned effort consisting of related but
self – contained and independent advertisements. The campaign may appear in one more media .
it has single theme or keynote idea and a single objective or goal. Thus, "a unified theme of
content provides psychological continuity throughout the campaign while visual and oral
similarity provide physical continuity. In short run, all campaign want pre-determined
psychological reaction in the long run, practically all campaigns have sales goal.

The series of advertisements used in the campaign must be integrated with the sales promotional
efforts and with the activities of the sales force.
Campaign vary in length some may run only for a few days, other for weeks, yet other for a
season or the entire year. Usually a range of 3 to 6 months includes many campaigns. Many
factors influences campaign length such as competitors advertising media, policies, seasonal falls
curves of the product involved, the size of the advertising funds, campaign objectives and the
nature of the advertisers marketing programme.

OBJECTIVES OF CAMPAIGN

          The advertising campaign, especially those connected with the consumers aims at
achieving these objectives :

i)        To announce a new product or improve product.

ii)       To hold consumers patronage against intensified campaign use.

iii)      To inform consumers about a new product use.

iv)      To teach consumers how to use product.

v)       To promote a contest or a premium offer.

vi)      To establish a new trade regional, and

vii)     To help solve a coca regional problem.

The institutional advertising campaign on the other hand, have these objectives.

i)        To create a corporate personality or image.

ii)       To build a company prestige.

iii)      To keep the company name before the public.

iv)      To emphasize company services and facilities.

v)       To enable company salesman to see top executive consistently when making sales
calls, and

vi)      To increase friendliness and goodwill towards the company.

 Developing the campaign programmes. The advertising campaigns are prepared by the
advertising agencies, which work an behalf of their clients who manufacture product or service
enterprises, which have services to sell. The word campaign is used because advertising agencies
approach their task with a sum Blanca of military fanfare in which one frequently hears words
like target audience logistics, zero in and tactics and strategy etc.

The account executive co-ordinates the work in a campaign. The creation of an

advertising campaign starts with an exploration of consumers habits and psychology in relation
to the product. This requires the services of statistical trained in survey techniques and of others
trained in social psychology. Statisticians select samples for survey which are done by trained
interviewers who visits individuals, included in the sample and ask question to find out about
their taste and habits.

This enquiry often leads to a change in a familiar product. For instance bathing soap may
come in several new colours or cigarette in a new packet or talcum powder in another size.

Such interviews are often quite essential to find out the appeal of advertising message for
a product that would be most effective with consumers.

David Ogilvy describes a consumers survey to find out the most meaningful benefit in
which women are interested when they buy a face cream. The largest preference as given to
"Cleans deep into pores" followed in order of importance by prevent dryness, "is a complete
beauty treatment, recommended by skin doctors" makes skin look younger' contains estrogenic
hormones, pasteurized for purity, prevent skin form aging, smooth our wrinkles ogilvy
concludes, form this voting come one of Helena Rubinstein's most successful face creams. We
christened it deep cleanser, thus, building the winning form into name of the product. 

After getting the data the account executive puts together the essential elements of his clients
brief, interprets the research findings and draws up what he calls the "advertising strategy".

STAGE IN ADVERTISING CAMPAIGN

          Several steps are required to developed an advertising campaign the number of stages and
exact order in which they are carried out may vary according to an organisations resources, the
nature of its product and the types of audiences to be reached. The major stages/step are :

1.       Identifying and analyzing the advertising.

2.       Defining advertising objects.

3.       Creating the advertising platform.

4.       Determining the advertising appropriation.

5.       Selection media plan.

6.       Creating the advertising message.

7.       Evaluating the effectiveness of advertising.

8.       Organizing of advertising campaign.

1.      Identifying & Analyzing the Advertising target :

          Under this step it is to decided as to whom is the firm trying to reach with  the message.
The advertising target is the group of people towards which advertisements are aimed at four this
purpose complete information about the market target i.e. the location and geographical location
of the people, the distribution of age, income, sex, educational level, and consumers attitudes
regarding purchase and use both of the advertising product and competing products is needed
with better knowledge of market target, effective advertising campaign can be developed on the
other hand, if the advertising target is not properly identified and analyzed the campaign is does
likely to be effective.

2.      Determining the advertising objectives :

          The objectives of advertisement must be specifically and clearly defined in measurable
terms such as "to communicate specific qualities about a particulars product to gain a certain
degree of penetration in a definite audience of a given size during a given period of time",
increase sales by a certain percentage or increase the firms market shares."

       
   The goals of advertising may be to :-

i)        Create a favourable company image by acquainting the public with the services
offered available to the employees and its achievements.

ii)       Create consumers or distributor awareness by encouraging requests providing

information about the types of products sold; providing information about the
benefits to be gained from use of the company's products or services; and
indicating how product (or services) can be used;

iii)      Encourage immediate sales by encouraging potential purchasers through special

sales contests, getting recommendation of professional people about company's
products etc.

iv)       It secures action by the reader through associating ideas, repetition of the same
name in different contexts, immediate action appeal.

3.      Creating the Advertising platform :

          An advertising platform consists of the basic issues or selling points that an advertiser
wishes to include in the advertising campaign. A single advertisement in an advertising
campaign may contain one or more issues in the platform. A motorcycle producers advertising
platform should contain issues which are of importance to consumers filling and such issues also
be those which the competitive product do not posses.

4.                Determining the Advertising Appropriation:

The advertising appropriation is the total amount of money which  marketer allocates. For
advertising for a specific time period. Determining the campaign budget involves estimating now
much it will cost to achieve the campaigns objectives. If the campaign objectives are profit
relating and stated quantitatively, then the amount of the campaign budget is determined by
estimating the proposed campaigns effectiveness in attaining them. If campaigns object is to
build a particular type of company image, then there is little basis for predicting either the
campaigns effectiveness or determining the budget required.
5.      Selecting the Media :

          Media selection is an important since it costs time space and money various factors
influence this selection, the most fundamental being the nature of the target market segment, the
type of the product and the cost involved. The distinctive characteristics of various media are
also important. Therefore management should focus its attention on media compatibility with
advertising objectives.

  Media Form
1. Press Advertising or Print  
i) Newspapers City, Small town, Sundays, Daily,
weekly, Fortnightly, quarterlies,
financial and annuals, English,
vernacular or regional languages.
ii) Magazines General or special, illustrated or
otherwise, English, Hindi, Regional
language.
iii) Trade & Technical Journals, Industrial year Circulated all over the country and
books, commercial, directories, telephone,  among the industrialist and business
Directories, references books & annuals. magnates.
2. Direct Mail Circulars, catalogues, leaflets,
brochures, booklets, folders,
colanders, blotters, diaries & other
printed material.
3. Outdoor or Traffic Poster and bills on walls, railways
stations platforms outside public
buildings trains, buses.
4. Broadcast or radio and T.V. Spot, Sectional or national trade cost
5. Publicity Movie Slides and films non
theatrical and documentary films
metal plates and signs attaches to
 trees.
6. House to house Sampling , couponing, free gifts,
novelties, demonst-rations.
7. Dealer aids Counter and widows display 
demonstration given by retailer or
the advertises goods.
8. Internet Today, Internet is a big spot for
advertising.

So these are the media of the advertising campaign of the selecting of the media.

6.      Creating the Advertising Messages :

          This is an important stage of advertising campaign. The contents of the message has to be
very carefully drafted in the advertisement. Characteristics of person in the advertising target
influence the message content and form. An advertisers must use words, symbols and illustration
that are meaningful, familiar and attractive to those persons. The type of media also influence the
content and form of the message.

7.      Evaluating the Effectiveness of Advertising :

          The effectiveness of advertising is measured for a variety of reasons :

a)       To determine whether a campaign  accomplished its advertising objects.

b)     To evaluate the relative effectiveness of several advertisements to ascertain which

copy, illustrations or layout is  best.

c)       To determine the strengths and weaknesses of various media and media plans.

In other words, measuring advertising effectiveness is needed to determine whether

proposed advertisement should be used and if they will be now they might be improved; and
whether going campaign should be stopped, continued or changed. In accomplishing these
purposes, pretests and post test are conducted. The former tests before exposing target consumers
to advertisements and the letter after consumers have been exposed to advertisements and the
letter after consumers have been exposed to advertisements.

For an effective advertising programme, the advertising manager requires a basic

understanding of the medium that is going to carry it.
 For effectively using advertising the management must test advertising to know which of
the advertisement to know which of the advertisement have proved profitable and why as
compared to others. 

OBJECTIVES OF THE STUDY

Following are the objectives of the study:

1.    To know the most effective  media of advertisement

2.    To find out the reasons for liking the advertisement of cold drinks.

3.    To find out the most popular slogan of advertisement regarding cold drinks.  

Research Methodology

Research is voyage from known to unknown

Research is a procedure of logical and systematic application of the fundamentals of

science to the general and overall questions of a study and scientific technique which
provide precise tools, specific procedure and technical rather than philosophical means
for getting and ordering the data prior to their logical analysis and manipulation.
Different type of research designs is available depending upon the nature of research
project, availability of able manpower and circumstances.

Methodology

1. Research Design: The research design is the blueprint for the fulfillment of
objectives and answering questions. It is a master plan specifying the method
and procedures for collecting and analyzing needed information.
Descriptive Research is used in this study as the main aim is to describe
characteristics of the phenomenon or a situation.

2.  Data Collection Methods: The source of data includes primary and secondary
data sources.

Primary Sources: Primary data has been collected directly from sample
respondents through questionnaire and with the help of interview.
 Secondary Sources: Secondary data has been collected from standard
textbooks, Newspapers, Magazines & Internet.

3. Research Instrument: Research instrument used for the primary data collection
is Questionnaire.

4. Sample Design: Sample design is definite plan determine before any data is
actually obtaining for a sample from a given population. The researcher must
decide the way of selecting a sample. Samples can be either probability
samples or non-probability samples.

Sampling Technique:  Convenience

Sample Size: 50 Respondents.

Area of Study: Yamuna Nagar.

 MARKET PROFILE

 (Coca Cola)

Brands of Coca- Cola

i)           Coca Cola

ii)          Thums-up

iii)         Limca

iv)         Fanta

v)          Maaza

vi)         Maaza Tetra

vii)        Sprite

Flavours of the brand  :

i)           Cola

ii)          Lemon

iii)         Soda

iv)         Orange

v)          Mango

vi)         Clear Lemon

Size of the Coca Cola cold drinks available in market

i)         200 ml Bottles (RGB Glasses)

ii)        300 ml Bottles (RGB Glasses)

iii)       500 ml Bottles (RGB Glasses)

iv)       1 Litre (PVC Bottles)

v)        1.5 Litre (PVC Bottles)

vi)       2 Litre (PVC Bottles)

Sales of Coca Cola  Cold drinks

Coca Cola Weekly Monthly Yearly

Cold drinks (in carets) (in carets) (in carets)

Coca Cola 520 1840 22400

Fanta 250 1030 12900

Thums-up 350 1350 18500

Limca 380 1210 16300

Maaza Tetra 80 380 6200

Sprite 70 280 5000

Maaza 120 690 10000

(Primary data)

There is more consumption of Coca Cola and has 70%  market  share in the
Yamunanagar city and  Coca Cola is having maximum consumption and after that
Thumps-up and after it Limca cold drink in the market and all the products has good
sale but less than these.

Brands of Pepsi

i)                   Pepsi Cola

ii)                 Mirinda Lemon

iii)               Mirinda Orange

iv)               Pepsi Soda

v)                 Pepsi Apple

Flavours of the brand  :

i)                   Cola

ii)                 Lemon

iii)               Orange

iv)               Soda

v)                 Apple

Size of the Pepsi cold drinks available in market

vi)               200 ml Bottles (RGB Glasses)

vii)             300 ml Bottles (RGB Glasses)

viii)           500 ml Bottles (500 pt. Bottles)

ix)               1 Litre (PVC Bottles)

x)                 1.5 Litre (PVC Bottles)

xi)               2 Litre (PVC Bottles)

Sales of Pepsi Cold drinks

Pepsi Weekly Monthly Yearly

Cold drinks (in carets) (in carets) (in carets)

Pepsi 430 1750 21600

Mirinda Lemon 390 1180 15400

Mirinda Orange 245 1000 13600

Pepsi Soda 126 470 6000

Pepsi Apple 120 400 5000

       

(Primary Data)

The consumption of Pepsi cola, after this sale of Mirinda Lemon is there and after
it Mirinda Orange is there and the market share is  less of Pepsi in comparison of Coca
Cola.

RESPONDENT'S CLASSIFICATION ACCORDING TO AGE

Age (in years) No. of respondents Percentage

11-20 22 44

21-40 25 50

41-60 3 6

Total 50 100

          Table 4.1 shows that 44% of the respondents are in the age group of 11-20, 50%
are in the age group of 21-40 and  6% are in the age group of 41-60.
 RESPONDENT'S CLASSIFICATION ACCORDING TO SEX

Sex No. of respondents Percentage

Male 30 60

Female 20 40

Total 50 100

           Table 4.2 shows that 60% of the respondents are males and 40% of them are
females

RESPONDENT'S CLASSIFICATION ACCORDING TO EDUCATIONAL

QUALIFICATION

Qualification No. of respondents Percentage

Illiterate - -

Below Matric - -

Matric 5 10

Graduate 29 58

Post graduate 16 32

Total 50 100

          Table 4.3 reveals that out of 50 respondents 5 are matriculate and 29 are
Graduate and rest of them 16 are post graduate.

DRINKING OF COLD DRINK

Do you take cold drinks No. of respondents Percentage

Yes 50 100

No - -

Total 50 100

          Table 4.4  reveals that all the respondents are drinking cold drinks.

FREQUENCY OF TAKING COLD DRINKS

 HOW FREQUENTLY No. of respondents Percentage
YOU DRINK

Once a day 15 30

Twice a day 2 4

More than twice 1 2

Not regular drunker 32 64

Total 50 100

          Table 4.5  reveals that 30% of the respondents drink it once a day, 4% twice a
day, 2% more than twice and 32% drink it no regularly.

NAME OF THE COLD DRINKS AVAILABLE IN MARKET

Name of cold drinks No. of respondents Percentage

Coca cola - -

Pepsi - -

Fanta - -

Limca - -

Mirinda - -

Thums-up - -

Canada dry - -

Maaza - -

Dew - -

All of above 50 100

Total 50 100

          Table 4.6  reveals that all of the respondents are of the view that all the above
mentioned cold drinks are available in the market.

PREFERENCE OF COLD DRINK

 Which cold drink you like No. of respondents Percentage
most

Coca cola 12 24

Pepsi 12 24

Fanta 1 2

Limca 7 14

Mirinda 1 2

Thums-up 10 20

Canada dry 4 8

Maaza 3 6

Dew - -

Total 50 100

           Table 4.7  indicate that out of 50 respondents 12 like  Coca cola, 12 like Pepsi, 7
like  Limca, 1 like Fanta, 1 like  Mirinda, 10 like Thums-up, 4 like Canada dry and 3 like
Maaza.

FLAVOURS OF COLD DRINKS

Flavours No. of respondents Percentage

Cola 30 60

Lemon 7 14

Orange 7 14

Mango 2 4

Others 4 8

Total 50 100

          Table 4.8  shows that out of 60% of the respondents like the cola flavour of cold
drink, 14% like the Lemon flavour and same percentage of respondents like the orange
flavour of cold drink.

ADVERTISEMENT OF COLD DRINK

 Do you think No. of respondents Percentage
advertisement of cold
drink is required

Yes 48 96

No 2 4

Total 50 100

          Table 4.9  indicate that 96% of the respondents are of the view that they have
been the advertisement of the cold drink they like most while 4% shows that they don’t
have seen the advertisement they like most .

MEDIA OF ADVERTISEMENT

THROUGH WHICH No. of respondents Percentage

MEDIA YOU HAVE
SEEN IT?

TV 46 92

Newspaper 2 4

Magazine 1 2

Other 1 2

Total 50 100

          Table 4.10  reveals that 92% of the respondents are of opinion that they have
seen the advertisement on TV while 4% are of the opinion that they have seen the
advertisement through newspaper.

NO. OF ADVERTISEMENT

How many No. of respondents Percentage

advertisements you seen
are of the most likely cold
drink by you

1 11 22

2 14 28
 3 11 22

4 14 28

Total 50 100

          Table 4.11  shows that out of the 50 respondents 11 are of view that there is 1
type of advertisement and other says that there are more than one type.

SLOGAN OF COLD DRINK

Slogan of cold drink No. of respondents Percentage

which you like

Taste the thunder 12 24

Yara Da tashan 14 28

Yeh dil mange more 16 32

Jo chahe ho jaye, coca 8 16

cola enjoy

Total 50 100

          Table 4.12 shows that out of 50 respondents 12 like the slogan 'taste the thunder'
,14 like 'Yara da tashan', 16 like 'yeh dil mange more' and 8 like the slogan 'Jo chahe ho
jaye coca cola enjoy'.

REASON FOR LIKING THE ADVERTISEMENT

Why you like No. of respondents Percentage

advertisement

Its theme and making is 30 60

appealable

It has film stars 7 14

Because of good music 7 14

Other reasons 6 12

Total 50 100
Table 4.13 shows that majority of the respondents like the advertisement due to its
theme while majority of the respondents like the advertisement due to its film stars and
good music.

EFFECT OF ADVERTISEMENT ON CONSUMPTION OF COLD DRINK

Do you think ads. Effect No. of respondents Percentage

the consumption of cold
drink

Yes 23 46

No 17 354

Cann't say 10 20

Total 50 100

          Table 4.14 shows that 46% of the respondents are of the view that advertisement
forced them to consume product more 34% of them has  view that advertisement don’t
force them to consume the product while 20% of them cannot say anything about it.

BEST MEDIA OF ADVERTISEMENT

Which Media Presently Is No. of respondents Percentage

More Effectively

TV 50 100

Newspaper - -

Magazine - -

Others - -

Total 50 100

          Table 4.15 reveals that 100% of the respondents are of the view that presently
the TV is most effective media of advertisement.

NECESSITY OF ADVERTISEMENT

DO YOU THINK THE No. of respondents Percentage

ADVERTISEMENT IS
 NECESSARY FOR
COLD DRINKS?

Necessary 14 28

Very necessary 34 68

Can’t say 2 4

Total 50 100

          Table 4.16 shows that highest number of respondents are of the view that
advertisement is very necessary for cold drinks while few respondents are of the view
that advertisement is necessary.

EFFECTIVENESS OF EXPENDITURE INCURRED ON ADVERTISEMENT

Does expenditure should No. of respondents Percentage

be incurred on
advertisement

Yes 43 86

No 2 4

Can’t say 5 10

Total 50 100

           Table 4.17 shows that 86% of the respondents are of the view that the
expenditure incurred on advertisement is effective in adding the profit while 4% denied
the same and 10% did not reply.

REASONS FOR DIFFERENCE OF ADVERTISEMENT EFFECTIVENESS

WHICH REASON YOU No. of respondents Percentage

FIND FOR THE
DIFFERENCE OF
ADVERTISEMENT
EFFECTIVENESS

Education 20 40

Liking 10 20

Standard of Living 10 20

Level of Development 10 20
 Total 50 100

          Table 4.18 shows that  40% of the respondents say education is one of the main
reason of Advertisement effectiveness while equal % of the respondents are in the
favour of likings, standars of living and level of development

ADD EFFECTIVENESS AND IMPROVEMENT IN ADVERTISEMENT

WILL THE STUDY OF No. of respondents Percentage

EFFECTIVENESS
WOULD CONTRIBUTE
TO IMPROVEMENT OF
PRESENT
ADVERTISEMENT

Yes 45 90

No 1 2

Cannot say 4 10

Total 50 100

Table 4.19 shows that the majority of the respondents are of the view that the study of
effectiveness contributes the improvement in present advertisement.

NECESSITY OF ADVERTISEMENT EFFECTIVENESS

IS ADVERTISEMENT No. of respondents Percentage

EFFECTIVENESS IS
NECESSARY FOR
COMPANY?

Yes 48 96

No 1 2

Can’t say 1 2

Total 50 100

          Table 4.20 reveals that majority of the respondents say that the advertisement
effectiveness is necessary while same did not replied.
 USERS OF ADVERTISEMENT EFFECTIVENESS

THE USE STUDY OF No. of respondents Percentage

EFFECTIVENESS IS
FOR WHOM?

For company 34 68

For employees 1 2

For customers 15 30

None of these - -

Total 50 100

Table 4.21 indicates that 68% of the respondents are of the view that the study of
effectiveness is meant for company while 30% say that it is meant for customers.

FINDINGS
After going through all the project and the collected data, I found that:

    84% of the respondents said that TV is the most effective media of advertisement.

    60% of the respondents said that they like the advertisement of cold drinks because
of its theme whereas, 14% said that they like celebrities in advertisement.

    Some 32% of the respondents said that’ yeh dil maange more’ is the most popular
slogan whereas 28% of the respondents said that ‘ yara da tashan’ is the popular
slogan.

    Majority of respondents are of the view that advertisement is very necessary for
cold drink.

    Majority of respondents sees the advertisement of the cold drink they like most.

    Majority of the respondents like cola flavor of cold drink

    Equal number of respondents like the brand of Coca Cola and Pepsi

SUGGESTIONS
We reached some suggestions :
  Advertisement should not be too expensive, because the advertisement leads and
increase the prize of the product.

    Media should be selected according to the choice of customers.

    In rural areas media should be according to the choice of the people.

   To give more attention in making the advertisement to make it effective for the sale
of cold drink.

    Price should be decreased so as to attract the consumers to use product more.

   To give attention on the weak media of advertisement so that the consumers comes
to know about the product.

   It should be attractive one so that people are attracted toward the advertisement.

 
LIMITATIONS
    The project relied mainly on the primary data.

    Consumer give very unclear picture.

    We have a limited time.

    The study is based on limited sample.

    It begin my first attempt to undertake such a study, thus the inexperience is also a
obstacle to accomplish the project in a proper way.

   It was also difficult to get proper information from the people because they were indulging in
some other activities.
 
CONCLUSION

In last you conclude that majority of the respondents said that TV is the most effective media for
advertisement of cold drinks and the celebrities and the slogans in the advertisement effect the
consumers.