Delhi Private School

Department of commerce Marketing Management Certificate of merit

This is to certify that Master Aneesh.Suhas.Gondhalekar of Class XII. Division H. Roll no. ___________ has carried out the necessary practical work for the Senior Secondary School Examination, AISSCE of the CBSE under my supervision for the academic year 2010 2011. Date:

________________ Teacher in Charge

________________ External Examiner

Contents
1) Intorudction - What is Advertising? - History of Advertising - 5 Ms of Advertising - Features of Advertising - Advantages of Advertising - Disadvantages of Advertising - Types of Advertising Media 2) Buying Motives - Meaning Of Buying Motives - Types of Buying Motives 3) Sony Vaio - History of Sony Vaio - Advertising Media of Sony Vaio - Buying Motives of Consumers for Sony Vaio 4) Questionnaires - Questionnaire I - Graphs for Questionnaire I - Questionnaire II - Graphs for Questionnaire II 5) Conclusion 6) Appendix 7) Bibliography

INTRODUCTION
What is Advertising ?
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail or new media such as websites and text messages. In 2010, spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide Internationally, the largest "big four" advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.

History Of Advertising
Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established a predecessor to advertising agencies in Boston. Around the same time, in France, CharlesLouis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.

An 1895 advertisement for a weight gain product.

At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch". In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show. This practice was carried over to television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the

capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission.[5] However, the U.S. Congress did require commercial broadcasters to operate in the "public interest, convenience, and necessity".[6] Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service and National Public Radio. In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the showup to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. The Volkswagen ad campaign featuring such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car) ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this period. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV

ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada. Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent. A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message.Guerrilla advertising is becoming increasing more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook.

Public service advertising

The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interestit is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives. In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service advertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nations largest developer of PSA campaigns on behalf of government agencies and nonprofit organization.

Five Ms Of Advertising

1. Mission This refers to the purpose/objective behind advertising. The objectives behind advertising are varied in character. They include sales promotion, information and guidance to consumers, developing brand loyalty, market goodwill, facing market competition effectively, making the products popular/successful and introduction of a new product. Decision in regard to mission is a basic one as other decisions are to be adjusted as per the mission or objective or purpose of advertising decided. For consumer products like chocolate, tooth paste, soap, the mission/objective include facing market competition, sales promotion and making the product popular in the market.

2. Money This refers to the finance provided for advertising purpose (advertising budget). It means the budget allocation made by the company for advertising. Money provided is a limiting factor as effectiveness of advertising, media used, coverage of advertising, etc. are related to the funds provided for advertising purpose. Advertising is costly and companies have to spend crores of rupees for this purpose. Advertising should be always within the limits of funds provided. Naturally, decisions on advertising package should be adjusted as per the budget allocation for advertising. It may be noted that consumer products like tooth paste or chocolate are

highly competitive with many substitutes easily available in the market. Naturally, extensive advertising on TV, newspapers, radio, etc. is required. These media are costly. Naturally, the manufacturing/marketing company will have to provide huge money for advertising purpose.

3. Message Message is provided through the text of advertisement. The message is given through written words, pictures, slogans and so on. The message is for the information, guidance and motivation of prospective buyers. Attractive and meaningful messages give positive results and the advertising becomes result-oriented. The services of creative writers, artists, etc. are used for giving attractive message to the consumers. Here, the advertiser has to decide the message to be given, the media to be used for communicating the message, the extent of creativity, the specific customer group selected for giving the message and so on. The message is also related to the decisions taken as regards mission and money provided for advertising. For advertising consumer product like chocolate, the message is important. The buyers are mainly children and others of lower age groups or for the benefit (pleasure and satisfaction) of younger generation. The advertising message should be simple and easily understandable with the help of picture or slogan. It should be also attractive and agreeable to younger generation. The pictures or slogans used should be short and impressive.

4. Media Media of advertising are already noted previously. The advertiser has to take decision about the media to be used for advertising purpose. Media differ as regards cost, coverage, effectiveness and so on. The selection of media depends on the budget provided, products to be advertised, and features of prospective buyers and so on. Wrong decision on media may make advertising ineffective and money spent will be wasted. This suggests that media should be selected properly and decision in this regard is important and critical. For advertising popular and extensively used consumer items like chocolate, the media should be selected properly. TV advertising particularly a cartoon channel, advertising in children books or newspaper supplements for children, advertising on radio programmes for children, etc.

5. Measure

Measure relates to the effectiveness of advertising. An advertiser will like to make evaluation of advertisement in order to judge its effectiveness. If an advertisement is not effective /purposeful, it will be modified or withdrawn. This is necessary for avoiding expenditure on the advertisement which is not effective or is not likely to give positive results. An advertiser has to measure the effectiveness of his advertisement
programme/ campaign and take suitable decisions. This decision-making as regards effectiveness of advertising is equally important and essential. Such testing facilitates introduction of suitable remedial measures, if required.

For measuring effectiveness of chocolate advertising, the post advertising sale is one major consideration. Demand creation in new market segments or in new age groups is another consideration for the measurement of

advertising effectiveness. Even success of sales promotion programme is useful for measuring advertising effectiveness. In brief, like other areas of marketing management, decision-making is necessary in advertising. This relates to Five Ms - mission, money, message, media and measurement.

Features Of Advertising
Advertising provides information The basic purpose of advertising is to provide information about products/services to prospective buyers. The details of products such as features, uses, prices, benefits, manufacturer's name, and instructions to be followed while using the product are given in the advertisements. The advertising message and brand name are also given. The information supplied gives education and guidance to consumers and facilitates correct selection of goods by them. Paid form of communication The advertiser has to pay to the media for giving publicity to his advertising message. He pays for the advertisement and naturally he decides the size, slogan, etc. given in the advertisement. Advertising is a form of paid communication. Non-personal presentation Advertising is non-personal in character as against salesmanship which is personal (face to face communication) in character. In advertising, the message is given to all and not to one specific individual. This rule is applicable to all advertising media including press. However even in advertising target consumers or target market can be selected for making an advertising appeal.

Gives publicity to goods, services and ideas Advertising is basically for giving information to consumers. This information is always related to the features and benefits of goods and services of different types. Advertising gives new ideas to consumers as its contents are meaningful. The aim is to make the ideas popular and thereby to promote sales. For example, advertising on family planning, family welfare, and life insurance is useful for placing new ideas before the people. Basically for persuasion Advertising aims at persuasion of potential customers. Advertising attracts attention towards a product, creates desire to have the same and finally induces consumers to visit the market and purchase the same. Advertising has psychological impact on consumers. It influences the buying decisions of consumers. Target oriented It is possible to make intensive advertising by selecting a specific market or specific segment of consumers (e.g. children, housewives, etc.) for the purpose of advertising. This selection of a specific market is called target market. Advertising becomes effective and result oriented when it is target oriented. The waste in advertising can be minimized through such target oriented advertising. An Art, Science and Profession It is now universally accepted that advertising is an art, science and a profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its principles and rules. Advertising is now treated as a profession with its professional bodies and code of conduct for members. Advertising agencies and space brokers function as professionals in the field of advertising.

Important element in marketing mix Advertising is an important element in marketing mix. It supports the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing mix are reasonably favorable. This is natural as advertising alone is not adequate for promoting sales. Many companies now spend huge funds on advertising and public relations Creativity - the essence of advertising Advertising is a method of presenting a product in an artistic, attractive and agreeable manner. This is possible through the element of creativity which is the essence of advertising. Creativity can be introduced by creative people (professionals) in the field of advertising.

Advantages Of Advertising
Increasing sales The expenses of advertising may be justified on the ground that it helps to increase sales, which there by results in increased production. Duplicate advertising The basic purpose of advertising is to increase the sales of products which are not in competition, For example large amounts are spent on the publicity of Tooth Pastes which appear to be in competition but which is really produced by the same manufacturers. Educative value Various media of advertisement render the valuable services in spread of the moral and educative value in the country. General public learn about economics and social aspects of human life. It also creates close contact between the producers and the consumers. Encouraging buying ability Constructive advertising encourage to a great extent the necessity for buying ability. The use of brands is essential for most advertising which makes it possible to depend upon the standard quality of such merchandise. It enables the customers to avoid purchase of unsatisfactory brands. Enabling the task easier Advertising makes the sales man's task easier. It is used to assist him in realizing the goods which are effectively advertised. The part of the

selling programme that can be performed by advertising can be done at less cost than by conducting the entire selling function on personal basis. Introduction the new products New products can be introduced and popularized in the market by advertising. But in this way an established company which manufactures a group of. products can boost up the sales of its entire products. Impression the public Advertisement is considered important branch of business which impresses the public about the superiority of product

Disadvantages of Advertising
Costly Functions The strong objection and arguments against the advertising is that it is a costly function. It is generally criticized that the cost of advertising to too high and that such high cost is covered by the selling price of the advertising goods. Advertisement is considered as an indirect cost which is added in the distribution expenses. When expenses are to be increased, the selling price of the products will also be enhanced. It is true factor because large advertisers spend thousand of Rupees for advertising in a week. In one study it is found that advertising cost exceeded 6% of sales. It means that consumers will have to pay higher prices of the advertised products. But if the goods were not advertised the cost of advertisement cannot become burden on the consumer. Thus the unbalanced advertising may cause certain goods to cost the consumers more than they should. So it is regarded as an economic waste. Misleading claims Some advertisers cleverly create a misleading impressions of their goods. They present a very rosy picture of their products, before the consumers with the object of increasing their sales. Encourage monopoly Advertisement restricts the competition among the products. Big industrialists and manufacturers may exercise their monopolistic control over the market with the help of advertisement technique which is always against the public interest.

Misuse of advertising Some beautiful switch lights hoardings, posters and moving pictures are fixed generally in front of some important road for places which have been harmed by the misuse of advertising. Glaring red neon lights have actually been hazards at certain cross roads. Creating unrequited desire Another objection is that advertising influences the mind of public. It creates the desire and taste for new products which are not actually necessities of life and income of consumers will not let them enjoy. Advertising may thus be regarded as the cause of unrequited desire which may result in unhappiness. Promotion of social evil Some firms present immoral program and features and crime stories in Television and Radio for advertising their products which have a very bad influence upon new generation. So advertising results in creating social evils in the society and wasting of economy.

Types of Advertising Media

Advertising is a way of promoting a business, product or service. Advertising introduces consumers to new products and services. It provides exposure and legitimacy, so the more a business spends on advertising, the more consumers are aware a business exists. Many consumers will buy a product from a company they know rather than a newer one from a company that is not as familiar. Advertising helps create favorite name brands and preferences. Different methods of advertising exist, and some businesses use all approaches, while others may use only one.
Print Advertising

1) Newspaper Newspapers can be delivered to your home or online. Types of ads in newspapers vary. Classified ads can advertise jobs, sales or business promotions. Some ads include coupons for grocery stores or businesses that offer discounts, and some may promote buy-one-get-one deals. Sales inserts provide opportunities to push sales or clearance items and entice consumers to visit the advertiser's place of business or to try a new product. 2) Magazine Magazine types vary widely, ranging from beauty to insurance, education and even crafting. Because magazines are aimed toward certain audiences, they give businesses ways to target specific types of consumers. For example, a beauty magazine will feature more beauty products, such as perfume or makeup, and advertisers will promote their newest

products. An automobile magazine will include advertisements for caraccessories makers, automakers, or car-part stores.
Broadcast advertising

1) Television Television gives viewers visual representations of products or services. Advertisers pay television companies to advertise products through commercials during movies, popular TV series, news broadcasts or sports events. The more viewers a television broadcast has, the more an advertising spot during that broadcast will cost. Products advertised on television can include anything from a home security system to a tube of toothpaste, a restaurant or even a political view. 2) Radio Radio advertising works the same as television advertising in that businesses pay for spots. Radio advertising usually relies on popular slogans to promote products or services. Many consumers will recognize a product due to a slogan that a company has coined. 3) Internet Internet advertising is versatile. Because newspapers, radio, magazines and television typically have an online presence, they can take advantage of various advertising methods. Newspapers and magazines allow consumers to print coupons or to view sales ads. Many radio and television stations offer live streams that include advertising spots as they would appear on traditional radio or television broadcasts. Many websites have links to advertisers on their homepages, and the website owners are paid per click. Another form of advertising is by email. If a consumer buys a product online, the seller may begin to send targeted emails about products and sales.

Covert Advertising Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruises phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.

Surrogate Advertising Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.

Celebrity Advertising

Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

Other Types

Other methods of advertising include direct mail, word of mouth or ads in the yellow pages. Direct mail involves the business sending advertising to your home that can include coupons, pamphlets or small items, such as refrigerator magnets. Word of mouth facilitates new business when a business provides a satisfactory service or product and the consumer tells his family, friends or co-workers. Some businesses will even offer something free or a discount for referring new customers. Yellow pages are published annually, and businesses can list their addresses and phone numbers with a slogan or an offered discount for new customers.

BUYING MOTIVES
Meaning of Buying Motives
A learner once quoted for Buying Motive as A motive can be defined as a drive or an urge for which an individual seeks satisfaction. It becomes a buying motive when the individual seeks satisfaction through the purchase of something. A buying motive is the reason why the customer purchase the goods. Motive is the driving force behind to purchase the goods. So, motive refers to thought, urge, feeling, emotion and drive which make the buyer to react in the form of a decision. Motivation explains the behavior of the buyer why they are going to buy the goods. They buy the goods due to several motives such as economic, social, psychological etc. for example in winter seasons we are motivate to purchase the woolen clothes to protect from the cold. Likewise, we are motivated to purchase the fans in summer season to get the relief from the hot. Knowledge of buying motive of customers is important for the producers and suppliers. The needs and desires of customers and their buying behavior should be properly discussed. This will help them to take proper step for drawing the attention and sale the goods. So, buying motive is concerned with the reasons that impulse the buyer to take the decision for the action. It motives or induces the customers that may be affected due to several reasons such as pride, fashion, fear, safety, love and affection, comfort and convenience and economy. After analyzing and evaluating it, the producers as well as suppliers can effort to develop the product and advertisement creativity.

Types of Buying Motives

Buying Motives can be categorized into 2 types which are:1. Internal Buying Motives Such motives often originate in the minds of the consumers and are both physical as well as psychological in nature. Internal Buying Motives can be subdivided into a) Rational Buying Motives These motives are based on an individuals reasoning (logic) and the ability and consideration of economic consequences. They include the immediate monetary cost and long range cost affecting the buyer such as economy, durability, efficiency, dependability and ultimate benefits achieved. b) Emotional Buying Motives These are based on the personal feelings and cover a wide range of motives. Including impulses, instincts, habits, drives etc. Such motives include pleasure, comfort, status, pride, ambition, social achievement, selection of gifts, proficiency, romantic instincts, research etc. Emotional Buying Motives are primarily attached with products like television, air conditioners, fridges, machines, cars etc. 2. External Buying Motives

Such motives are outside oneself. Since a customer is the product of its environment, his buying motives are naturally affected or influenced be the external factors. Various factors live income, occupation, religion, culture and family act as motivators. 3. Product Buying Motives These motives explain why people buy certain products. Hence product buying motives result directly from the needs of the customers. Product buying motives can be of 2 types:a) Primary : They explain why consumers buy one class of goods rather then other. b) Selective :Selection is based on the desire on for both economy and convenience. 4. Patronage Buying Motives Due to a deep sense of attachment with certain products, customers would buy such products from a particular manufacturer or retailer only. Important Patronage Motives are those concerned with fashion, dependable after sales services, convenience of location, quality, price, reliability of the seller, variety in selection punctuality in delivery etc.

History Of Sony Vaio

The biggest media company in the world, Sony Corporation is one of the leading manufacturers of video gaming consoles, video communication, information technology and electronics. Sony Corporation is even the father corporation and the primary electronic industry department of Sony Group. This department was occupied in manufacture five main operating sections, which contain entertainment (music and motion pictures), games, commercial services and electronics. In the year 1945, just after the Second World War, Masaru Ibuka, founded a corporation and started a service shop for repairing radios. Alongside with his friend Akio Morita, Ibuka founded Tokyo Tsushin Kogyo K. K. Company. It was in 1955 when this corporation published its first commercial goods TR-55 (transistor radio). After that it went on to release many such products and little by little the corporation changed from its early name and so in January 1958, the companys name was changed to Sony. Ever since then, it has been notable for fabrication some of the best in-house standards for new storage and recording technologies as a reserve of taking on those products manufactured by other companies. At, present Sony is recognized as one of the leaders in electronics manufacturing products from video cassettes to video players, DVDs to Televisions and from Music Systems to Notebooks/Laptops. Sony Laptops/Notebooks Sony Laptops are extremely a pleasure to have when you need computing powers. However, do not need to be loaded with inconvenient and weighty tools. Sony Laptops such as the Vaio Notebooks which is an extreme composition of appearance, spectacle and style. The adjustability and multi-tasking to be associate with other people makes these laptops extraordinary and dissimilar from other brands. The Vaio is the light laptop which is very simple to bring and arrives with one of the best

durableness and connectivity. With this laptop, you can surf the net, listen to music, play miscellaneous games and even watch videos by using some of the high-powered graphics of the Vaio. This series of Sony Laptops is a beautiful amalgamation of style, entertainment and power. Sony Laptops are, in fact, the favored among all the fans and music lovers. The Vaio is extreme in a model and is very illustrious for the students and even home users as they have many rare features as per the users alternative. There are some variations of Sony Vaio, which include VGN-CR, VGN-NR, VGN-TZ, VGN-AR, VGN-UX, VGN-FW, VGNFZ, VGN-BX etc. Sony Laptops have very much profited from the bestselling electronic industry as Sony ventured inside the portable computer industry to interest their existing followers around the world. The understanding of electronics and digital music has given Sony Corporation extra edge over their competitors.

Advertising Media for Sony Vaio

Promotion Strategy Promotion is the communicated process to the market between buyer, seller, retailer or others. Giving the information such as persuasion is recognized about brand and product well. Promotion is very influence to change the attitude, belief, feeling and target markets behavior. According to Sony VAIO gives importance to communicate of its promotion, VAIO is a brand that is successful in term of promotion because it chooses the right key promotion strategy. SO, what is key promotion strategy of VAIO? Making brand is accepted and pleased not only in term of product but also promotion. Pull strategy VAIO uses pull promotional strategy that attracts consumers on advertising to buy or demand for product. Consumers receive directly information from the media on TV, radio, billboards, leaflet, Internet, and mobile-ads etc. This strategy can sell the product without suggestion of seller. Advertising VAIO uses advertising to communicate to consumers. Moreover, it classifies its segmentation to communicate directly with each ages or lifestyles of consumers. Message on the advertising must classify to depend on target groups because they are different such as teenagers or youngsters. Those target groups want notebook to reflect to their lifestyles. Using messages to make recognition about functional, smart, cool, and modern is available for teenagers or youngsters. Besides, the obvious promotional strategy is taken on emotional advertising instead of representing performances. Nowadays, VAIO is entering to a stage of an emotional benefit. Representing only an advance technology isnt enough,

VAIO uses the emotional advertising to make consumer feeling accompany with VAIO. An emotional aspect is made so that the consumers can be proud when they use VAIO and feel required to possess it. For example of VAIO advertising campaign, Show It with Your VAIO this advertising emphasizes feeling and pride to possess and use VAIO. Public relationship Corporate take the social responsibility of public relationship. Sony VAIO has advantages of public relationship from the corporate brand to take the good brand image. The Sony Group recognizes that its businesses have direct and indirect impact on the communities in which it operates. Push strategy Besides VAIO uses pull strategy, it also uses push strategy to enhance its promotion more and more. Push strategy is a promotional strategy that is used for increasing consumers to demand the product by trade promotion activities. Moreover, using sale promotion or personal selling are kinds to persuade the consumers. Sale promotion Sale promotion is a marketing discipline that utilizes a variety of the incentive techniques to structure sale. Sony has promoted its product through different sale promotional strategies. For example, distributing a premium product is a standard promotion. The premium product is accessories that are case & pouch, mouse, docking station, and micro vault. These premiums supported absolutely VAIO users to enhance when using it. Furthermore, VAIO uses the sale promotion of price-off

especially in Commart X'Gen Thailand or Sony Day Let's Cheer that consumer can buy VAIO for the special price. For example, VAIO CS series discount 2,000 Baths and pay by installments zero presents within a year. Personal selling Personal selling has an importance to be inferior to advertising campaign. In VAIO stores, the sales force makes the good relationship and will communicate well with costumers when they want to know more information. Sony has trained the sales force to communicate VAIO information for both its product and entertainment for VAIO. They must have the technological knowledge to relate with the product and to teach the consumer. Event / road show Consumers can reach the product easily by exhibiting in event and road show. Nowadays,event and road show are very popular because it can show the potential company though represents decorating store that is modern, luxury, and high technology. Sony have exhibition including VAIO notebook PC. There are presentations about new innovation and product to consumer. VAIO has event and road show such as Sony Day 2009 Let's Cheer, Sony Festival 2009 - Let's Celebrate, Commart X'Gen Thailand 2009, Power Mall Electronica Showcase @ Siam Paragon 2009 etc. Consumers have the privilege such as, touching product, asking information, discounting price, distributing souvenirs and other special promotions.

Advertising VAIO AW on Catalog This advertising is advertising on VAIO catalog that it distributes in VAIO store, event, and road show. Customers can read its information on catalog before purchasing. This advertising is very looked the professional performance. Let analysis this advertising. Core communicative message: This VAIO advertising emphasizes to give its information to customer. There is the information about its performance such as VAIO AW is perfect for both professional photographers and photo enthusiasts and the characteristic of product is high definition video on VAIO AW incredibly smooth. Product unique selling point: VAIO AW has the unique selling point for the deluxe design. An extraordinary VAIO deserves an extraordinary look. The design is available for man with back color and show the smart product. Besides, VAIO AW emphasizes the unique selling point about the products feature of Sony Society that can use VAIO AW to join with Sony Alpha camera.

Advertising impact: This advertising has the impact for desire. It is desire for customer who wants a notebook to be perfect with an integrated color management system to support taking photo and watching movie.

Advertising VAIO CS on Magazine This advertising promote VAIO CS on magazine such Student Weekly. It uses a teenage actor who is Pattie. This advertising has the concept of Inspired by sensuality. Product unique selling point: The design to reflect the lifestyle is the unique selling point with the colorful design. Using color reflect not only personality but also feeling and inspiration. There are five colors with the beautiful design. The second unique selling point is the presenter who is very famous for teenage and young person to reflect brand positioning. Advertising impact: This advertising has the preference for teenager and young who are looking for the beautiful color notebook design. Advertising has an emotion aspect that target group want to buy and possess it.

Core communicative message: To communicate to customer especially teenager and young. There are the new products VAIO CS for five colors to separate with the personality. For example, brown reflects artist or pink reflects suavity. Moreover, communication about its feature has the detail of ram, platform, screen size, hard disk etc and communication about product positioning is modern and colorful.

Advertising campaign on TV This is introducing the new Sony VAIO P Series on VAIO commercial. It is very interesting for consumer who is looking for the second notebook to support their lifestyle. The advertising has benefit to communicate its message to consumer. I will analysis into three parts. Core communicative message: This aim advertising gives the information to audience that it has a new revolution produce to attain in their creation. There are more colors with the modern design. This product has

the positioning to represent the mobility to carry easily and show brand image which is the leader of technology to be fashionable luxurious, and modern. Product unique selling point: The outstanding of this advertising represent the lifestyle that users are the modernist to concentrate with using a convenient notebook because there are popularity about using notebook to be the new accessory. Next, having the unusual design that it is the world lightest notebook with consist of feature or color differs form competitors. The premium design has a glittering color and a keyboard. Advertising impact: This advertising is easily understood in the message. It reflects to consumer wants in nowadays. It builds an emotional aspect for this product to want to process or to buy especially working woman.

Buying Motives Of Consumers for Sony Vaio

Emotional Buying Motives Buying motives based on feelings or passions are known as emotional buying motives. These motives are not based on judgement, but they purchase on the basis of motion. There are some motives/elements which are as follows:a. Love and affection: It is an important buying motive which includes the buyers to purchase the goods. Due to love and affection to the children, we buy toys, dress biscuits etc. A husband may buy saris and cosmetics for his wife due to the love and affection. b. Curiosity: Curiosity is the desire for new experience which motivates the people to buy the specific goods. Thus, to get the new experience, customers purchase the goods. c. Fashion: It is an important motive that can change the mind of the customers. Generally, customers try to copy particularly the movie stars, sportsmen and athletes etc. So, all the producers advertise their products with the help of these popular personalities. d. Pride and prestige: Due to the pride and prestige in the society, customers purchase expensive and luxuries goods in- order to maintain their status. They purchase toyota car, Karizma motorcycle, fifty-nine inch colour television etc. to get the high position in the society. e. Sex and Romance: Sex and romance is another important emotional buying motive that induces the customers to purchase the goods. Due to sex and romance, they purchase fancy dress, cosmetic items, perfumes, shaving lotions etc. f. Fear: People are generally afraid of losing their health, wealth and life. Thus, it motivates to purchase the goods such as insurance policy, hiring lockers in bank and membership of health club etc. These goods or services help them to avoid their fear.

Rational Buying Motives

Rational buying motives are those which are based on sound judgement. They purchase the goods through proper testing, comparing and observing the goods on the basis of price, quality, durability etc. This motive is important to the customers because it helps them to save the unnecessary cost. It includes the following:a. Economy: Under this motives, the customer prefer that products which are more economy or cheap in price. To get more profit and discount, customers purchase such goods. This element attract and encourages the customers to buy such goods in large quantities. b. Utility: Customers want to purchase that goods which have more or higher utility. Utility satisfies the wants of the customers. c. Comfort and convenience: Every people has the desire to live in comfort and convenient way as a result they get motivated to purchase such goods which provide comfort and convenience. Customers purchase T.V., DVD, motorcycle, washing machines, heater, cooler, sofa set etc. for their pleasure and comfort. d. Durability: It is another element of rational buying motive. Due to the durability of the products, customers are motivated to purchase the goods for example sony ericsson, sony vaio, sony TV etc are purchased due to their durability to use. e. Security: It is important to the people. People are not feeling secure from the floods, earthquakes, theft, docoits etc. in the society. So, the customers purchase the key lockers, open the bank A/c and keep the watchman etc to be secured.

Patronage Buying Motive

When the customers purchase the goods or services on the basis of particular place, special discount, present price, decoration, behaviour and behaviour and other facilities are known as patronage buying motives. Following points are discussed under this motive. a. Service motive: Service is an important motive which inspires the customers to purchase the goods. Customers purchase the goods to get the services, such as credit facility, home delivery facility, free installation, free repair and maintenance services. b. Quality: Due to the quality of the goods, customers are motivated to purchase certain goods or services. If products assure the quality, the customers are even ready to pay the higher price of such goods. c. Location: Location also affects to purchase the goods. Customers prefer to buy those goods which are easily available near their home or locality. d. Store loyalty: Store loyalty is another important element which plays significant role in buying motive. We purchase different goods due to the loyalty of the store such as attractive appearances, trust in weight, quality, price etc. e. Friendliness behaviour: Friendliness behaviour of salesman also affects the customers to purchase the goods from the same suppliers which is also discussed under the patronage buying motives.

Questionnaire I
Q1) Do you own a Sony Vaoi Laptop? Yes No

Q2) How did you find out about the Sony Vaio? Newspaper Magazine Television Radio Internet Other _________

Q3) Did the vaio advertisement influence your purchasing decision? Yes No

Q4) What was your first reaction when you saw the vaio advertisement? ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________

Questionnaire II
Q1) What made you buy a Sony Vaio Laptop? Personal Choice The Brand Friends Features

Q2) Did you buy the vaio for the Performance or its Looks? And Why? ____________________________________________________ ____________________________________________________ ____________________________________________________ Q3) Do you own any other Sony products? If yes did they affect your purchase of the Vaio? ____________________________________________________ ____________________________________________________ ____________________________________________________

Graph for Questionnaire I

16 14 12 10 8 6 4 2 0 Do you own a Sony Vaio Lapotp? Yes No

5 Newpaper Television 3 Internet Magazine 2 Radio Others 1

0 How did you foind out about the Sony Vaio?

Graph for Questionnaire II

6 5 4 3 2 1 0 What made you buy a Sony Vaio Laptop? Personal Choice Friends The Brand Features

Conclusion
From the survey conducted we can see that Television is the most wide spread advertising media and that it has reached more people than any other advertising media. The Survey also shows that the consumers have bought the Sony Vaio Laptop because of the brand which shows that the Buying Motive behind the consumers purchase is a Patronage Buying Motive.

Bibliography
1) www.google.com

2) www.wikipedia.com

3) www.yahoo.com

4) www.zimbio.com

5) www.msn.com

ACKNOWLEDGEMENT
I would like to convey my heartfelt gratitude towards my sir, Mr. Prashant Vasudev for providing me an opportunity to work on this project. It is a matter of pride and pleasure to express my indebtedness and warm gratitude to the faculty of commerce for their keen interest, continuous assistance & constructive criticism at every stage of this project. I am grateful to all my friends who helped me immensely with the project. I am thankful to C.B.S.E for including this project as a part of the marketing management syllabus. Last, but not the least, my parents who encouraged me to go about with the project. THANK YOU!

Appendix