INTRODUCTION

Marketing is a single word where the world economic revolves around it. It may be define as follows

MARKETING
DEFINITION
The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing: (1) identification, selection and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy. Marketing is based on thinking about the business in terms of customer needs and their satisfaction

Branches of Marketing:
There are different types of marketing which influenced by various aspects of needs,where we can call it as Branches of Marketing.

Branches of Marketing

Direct marketing

Multi-level marketing

Services marketing

Sponsorship

DIRECT MARKETING
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include Cell Phone Text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, targeted television commercials, response-generating newspaper/magazine advertisements, and outdoor advertising. Amongst its practitioners, it is also referred to as Direct Response Advertising. .MULTI-LEVEL

MARKETING

Multi-level marketing (MLM) is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of the other salespeople that they recruit. This recruited sales force is referred to as the participant's "downline", and can provide multiple levels of compensation.

SERVICES MARKETING
Services marketing are a sub field of marketing which covers the marketing of both goods and services. Goods marketing include the marketing of fast moving consumer goods (FMCG) and durables. Services marketing typically refers to the marketing of both business to consumer (B2C) and business to business (B2B) services. Common examples of service marketing are found in telecommunications, air travel, health care, financial services, all types of hospitality services, car rental services, and professional services.

SPONSOR
To sponsor something is to support an event, activity, person, or organization financially or through the provision of products or services. A sponsor is the individual or group that provides the support, similar to a benefactor.

Different Concepts of Marketing :-

Relationship marketing Diversity marketing Evangelism marketing Consumer Culture Theory (CCT)

RELATIONSHIP MARKETING
Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions

DIVERSITY MARKETING
Diversity marketing (or in-culture marketing) is a marketing paradigm which sees marketing (and especially marketing communications) as essentially an effort in communication with diverse publics. According to the paradigm, the main focus of marketing today should be to create effective communication methods and a communication mix appropriate to each of the diverse groups active in the market.

Television
One important thing to remember is that a TV commercial has many more variables than a print or radio ad. This means that there is much more that can go wrong. It is important to decide, during early planning stages, what the job positions for the ad will be (art directors, copywriters, video technicians, etc.), and who will fulfill each one. To make a rough draft of the ad, storyboards or animatics are used. (Animatics are like an animated storyboard.) The three stages of making a TV ad are: Planning, Production, and Post-production.

ADVERTISING EFFECTIVENESS
The 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 favorable 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 nonpersonal communication about an organization and or its products idea service etc. that is transmitted to a target audience through is mass medium. In common parlance the term publicity and advertising are used synonymously. But most probabilistic advertisements research or advertisement effectiveness helps to finds and provides clear study about any advertisements which is in process. Let us see effectiveness on ING life Insurance advertisement.

Definition Advertising
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.

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. In developing an advertising programme, one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5M (mission, money message, media and measurement) of advertising.

Types
The six types of TV commercials are Slice, Talking Person, Demo, Visual, Graphic Collage, and Combination. The Slice, or "Slice of Life", is a dramatization (story). To make an effective Slice, create a situation where the product plays a key role. Make it simple and interesting. A Talking Person presents a spokesman for the brand (e.g. Jack-in-the-Box's Jack, or Wendy's Dave Thomas). A testimonial commercial is a type of Talking Person. A Demo is a presentation of the product's usage. Typical Demo types are:

Side-by-Side: The product is pitted against its competition (or imaginary competition, such as "Brand X").

Before and After: Demonstration of the problem and solution. Product Performance: An exhibition of the product's strengths. In-Use and New-Use: In-Use shows the product being used. New-Use shows a new use for an old product. Torture Test: An (often humorous) demonstration of the product's durability.

A torture test is an "extreme" demonstration of a product performance, not durability. The Visual primarily uses imagery to sell the product. Graphic Collage is a postmodern style often used in music videos. It appropriates audio and video, and may employ supers (super-imposition). A Combination uses two or more of these types together.

Planning
Planning steps: Start at the end. Decide what the ad's final impact will be. Plan visuals. Plan movement. The beginning provides context. Common mistakes encountered here are overwriting, audience confusion, and irrelevancy. The middle connects the target to the brand. Here is where the support is given. This part requires extreme clarity. The end presents the ad's punch line, or final thought. A logo or other brand identification is typically displayed here. Make pre-production notes. Things to include are

Location (Where will the footage be shot?) Talent (Who will be acting? Providing music?) Special effects (if any) Props (if any) Bids & budgeting (How will we pay for this?) Scheduling

Profiling consumers: Know your audience. Be careful not to offend them! You're not just selling a product, you're selling an image. Extreme close-ups of the product are used to create a sense of intimacy. A similar problem, the "Rubber Pencil", comes about when impossible proportions or angles create problems with the ad during production. It is important to resolve all these issues during the planning stages.

Production
Make a "shot list." Make sure that only one person talks to the director, to avoid confusion.

Post-Production
Audio post-production involves "direct voice" (synchronized to video) or "voice tracks" (such as announcers), as well as music and sound effects. Video post-production includes usage of animation and addition of stock footage. Prescoring is preparing audio before video, and post-scoring is preparing audio after video. Direct Response Television (DRTV) often takes the form of infomercials.

Objectives of Advertising
Four main Objectives of advertising are: Trial Continuity Brand switch Switching back

Lets take a look on these various types of objectives. Trial: the companies which are in their introduction stage generally work for this objective.
The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials. Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product. Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.

Importance of Advertising
Advertising plays a very important role in todays age of competition. Advertising is one thing which has become a necessity for everybody in todays day to day life, be it the producer, the traders, or the customer. Advertising is an important part. Lets have a look on how and where is advertising important:

Advertising is important for the customers

Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers. Advertising is important for the seller and companies producing the products Yes, advertising plays very important role for the producers and the sellers of the products, because Advertising helps increasing sales Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition. If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product. Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age. The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process. Advertising is important for the society Advertising helps educating people. There are some social issues also which advertising deals with like child lab our, liquor consumption, girl child killing, smoking, family planning education, etc. thus, Advertising plays a very important role in society.

Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo jets"), inflight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles , the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Television advertising / Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" and "commercial".

Radio advertising
It is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online.

Press advertising
It describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service.

Online advertising
This type of advertisement is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server.