TABLE OF CONTENTS

INTRODUCTION

RESEARCH OBJECTIVES

DEFINITION OF ADVERTISING

ADVERTISING OBJECTIVE 12
LITERATURE REVIEW

26

RESEARCH METHODOLOGY AND RESEARCH DESIGN 28

DATA ANALYSIS

31

FINDINGS 42
LIMITATIONS

42

BIBLIOGRAPHY
APPENDIX - I

0 | Page

43
44

INTRODUCTION
Advertising is the means of informing as well as influencing the
g e n e r a l p u b l i c t o b u y pr o d u c t s o r s e r v i c e s t h r o u g h v i s u a l o r o r a l
messages.
Ap r o d u c t o r s e r v i c e i s a d v e r t i s e d t o c r e a t e a w a r e n e s s
i n t h e m i n d s o f p o t e n t i a l b u y er s . So m e o f t h e c o m mo n l y u s e d m e d i a
f o r a d v er t i s i n g ar e T.V., r a d i o , w e b s i t e s , n e w s p a p e r s , m a g a z i n e s ,
b i l l - b o ar d s , h o a r d i n g s e t c . A s a r e s u l t o f e c o n o m i c l i b e r a l i z a t i o n a n d
the changing social trendsadvertising industry has shown rapid
growth in the last decade.Advertising is one of the aspects of mass
c o m mu n i c a t i o n . Ad v e r t i s i n g i s a c t u a l l y b r a n d - b u i l di n g t h r o u g h
e ffe c t i v e c o m mu n i c a t i o n a n d i s e s s e n t i a l l y a s e r v i c e i n d u s t r y. I t
helps to
f o r ms
the basis
of
marketing.
Ad v e r t i s i n g
playsasignificantrole
i n t o d ay ' s
h i g h l y c o mp e t i t i v e
world.
A c a r e e r i n a d v e r t i s e m e n t i s q u i t e gl a m o r o u s a n d a t t h e s a m e t i me
c h a l l e n g i n g w i t h m o r e a n d mo r e a g e n c i e s o p e n i n g u p e v e r y d a y.
W h e t h e r i t s br a n d s , c o m p a n i e s , p e r s o n a l i t i e s o r e v e n v o l u n t a r y o r
r e l i g i o u s o r ga n i z a t i o n s , a l l o f t h e m u s e s o m e f o r m o f a d v e r t i s i n g i n
o r d e r t o b e a b l e t o c o m mu n i c a t e w i t h t h e t a rge t a u d i e n c e . Th e s a l a r y
s t r u c t u r e i n a d v e r t i s i n g i s q u i t e h i g h a n d i f y ou h a v e t h e k n a c k f o r i t
o n e c a n r e a c h t h e t o p . I t i s a n i d e a l pr o f e s s i o n f o r a c r e a t i v e
individual
who can
handle
w o r k - pr e s s u r e .
Tod a y,
new
a r e a s a r e e me rgi n g w i t h i n a d v e r t i s i n g l i k e e v e n t m a n a g e m e n t , i m a g e
m a n a g e m e n t , i n t e r n e t m a r k e t i n g e t c . E v e n t m a n a g e me n t w h e r e i n
e v e n t s ar e m a r k e t e d , I ma g e m a n a g e me n t w h er e i n a p a r t i c u l a r
p r o f i l e o f a n i n d i v i d u a l o r a n o rga n i z a t i o n i s pr o j e c t e d . I n t e r n e t
marketing has also brought about a lot of changes in advertising as
Internet
means
that
one
is
catering
to
a
s e l e c t g r o u p o f a u d i e n c e r a t h er t h a n a m a s s a u d i e n c e . Tod a y ' C e l e b r i t y
E n d or s e me n t ' h a s a t t r a c t e d i m m e n s e d e b a t e o n w h e t h e r i t r e a l l y c o n t r i b
u t e s t o t h e b r a n d b u i l d i n g pr o c e s s o r w h e t h e r i t i s j u s t a n o t h e r
l a z y t o ol t o m a k e t h e b r a n d m o r e v i s i b l e i n t h e m i n d s o f t h e c o n s u me r s .
A l t h o u g h i t h a s b e e n o b s e r v e d t h a t t h e pr e s e n c e o f a w e l l k n o w n p e r s o n a l i t y h e l p s i n s o l v i n g t h e pr o b l e m o f o v e rc o m mu n i c a t i o n t h a t i s b e c o mi n g m o r e pr o mi n e n t t h e s e d ay s , t h e r e
are few undesirable impacts of this practice on the brand.

1 | Page

The issue of matching the values of the celebritywith the brand

v a l u e s i s a l s o v e r y i mp o r t a n t , i . e . g e t t i n g t h e r i g h t c e l e b r i t y
toendorse the right brand. Consumers perceive the brand as having
s u p e r i o r q u a l i t y b e c a u s e i t h a s b e e n e n d o r s e d by a c r e d i b l e s o u r c e .
T h i s m a k e s e n d o r s e m e n t a s o n e o f t h e i n d i c t o r s o f q u a l i t y f o r a ny
brand.
Corporatecredibility alongwith endorsercredibility plays asignifican
t role in theattitude of the consumer towards the brand
and the
a d v e r t i s e m e n t r e s p e c t i v e l y.O n t h e o t h e r h a n d , t h e o v e r p o p u l a r i t y o f t h
e celebrity sometimes overshadows the brand.
N e e d an d R a t i o n a l e of S t ud y
We ar e l i v i n g i n t h e g l o b a l e r a , t h e r e ar e n o b o u n d a t i o n t o s e l l a n d
p u r c h a s e f r o m o n e c o u n t r y t o a n o t h e r c o u n t r y. Th e r e a r e f r e e t r a d e
i n m a n y c o u n t r i e s a n d t h ey e x p o r t a n d i m p o r t t h e pr o d u c t s t h a t i s
w h y t h e r e a r e m a ny b r a n d s i n t h e m a r k e t . Th e s e d i ffe r e n t v a r i e t i e s
o f t h e p r o d u c t i n c r e a s e t h e c o n f u s i o n a mo n g t h e b uy e r s a n d t h e y
d o n t d e c i d e w h a t p r o d u c t t h e y s h o u l d p u r c h a s e . Ad v e r t i s e m e n t
p e r f o r m a g r e a t r o l e i n t h e s a l e o f t h e p r o d u c t . Th e r e a r e m a n y
c o n s u m e r s o r c u s t o me r s p u r c h a s e t h e p r o d u c t b e c a u s e o f
advertisement and the presence of celebrity in the advertisement.
This study will make sure that the only advertisement is only the
e ffe c t i v e w ay t o i n c r e a s e t h e s a l e o f p r o d u c t or n o t a n d h o w f a r a n
a d v e r t i s e m e n t a ffe c t t h e b e h a v i o r o f t h e c o n s u me r.
P rob l e m s t a t e me n t
T h e r e a r e n u me r o u s a d v e r t i s e me n t s i n M e d i a s ; t e l e v i s i o n , r a d i o ,
n e w s p a p e r s a n d m a g a z i n e s b u t , t h e i mp o r t a n t q u e s t i o n f o r a
m a r k e t e r i s D o a l l t h e s e a d v e r t i s e me n t s p o s i t i v e l y i n f l u e n c e t h e
c o n s u m e r s br a n d pr e f e r e n c e? I f a d v e r t i s e m e n t i s n o t c r e a t e a ny
p o s i t i v e c h a n g e i n c o n s u m e r s b r a n d pr e f e r e n c e , a l l t h e r e s o u r c e s
s u c h a s m o n e y, t i m e a n d e ffo r t s s p e n t o n a d v e r t i s e m e n t w i l l g o i n
v a i n . Th e r e f o r e , i t i s e s s e n t i a l f o r a m a r k e t e r t o f i n d o u t t h e e x t e n t
t o w h i c h t h e a d v e r t i s e m e n t c r e a t e s Po s i t i v e c h a n g e i n p r e f e r r i n g t h e
b r a n d o f t h e c o mp a n y.
2 | Page

RESEARCH OBJECTIVES
To s t u d y t y p e s o f a d v e r t i s e me n t s .
To s t u d y e ffe c t i v e n e s s o f a d v e r t i s e me n t s i . e . o n s a l e s ,
p r o f i t a b i l i t y.
To s t u d y t h e p er c e p t i o n o f c o n s u m e r s t o w a r d s t h e p r o d u c t d u e
to advertisement.
To f i n d t h e w ay s t o m a k e i t m o r e e ffe c t i v e .
Operational definition
Advertisement: A notice or announcement in a public medium
p r o mo t i n g a pr o d u c t , s e r v i c e , o r e v e n t or p u b l i c i z i n g a j o b v a c a n c y.
C o n s u me r : A p e r s o n w h o p ur c h a s e s g o o d s a n d s e r v i c e s f o r p er s o n a l
use.
B e h a v i o r : Th e w ay i n w h i c h o n e a c t s or c o n d u c t s o n e s e l f ,
e s p e c i a l l y t o w a r d s ot h e r s .
M e d i a : Th e m a i n m e a n s o f m a s s c o m m u n i c a t i o n ( t e l e v i s i o n , r a d i o ,
a n d n e w s p a p e r s ) r e g a r d e d c o l l e c t i v e l y.
C e l e b r i t y : A f a m o u s p e r s o n , e s p e c i a l l y i n e n t e r t a i n me n t o r s p o r t .
THEORETICAL FRAMEWORK
A d v e r t i s i n g i s a n o n- p e r s o n a l f o r m o f pr o m o t i o n t h a t i s d e l i v e r e d
through
selected
media
outlets
t h a t , u n d e r mo s t c i r c u m s t a n c e s , r e q u i r e t h e m a r k e t e r t o p a y f o r m e s s a g
e
p l a c e me n t . A d v e r t i s i n g h a s
l o n g b e e n v i e w e d a s a m e t h o d o f m a s s p r o mo t i o n i n t h a t a s i n g l e
m e s s a g e c a n r e a c h a l a r ge n u m b e r o f p e o p l e . B u t , t h i s m a s s p r o m o t e
3 | Page

o n a p p r o a c h p r e s e n t s pr o b l e m s s i n c e m a n y e x p o s e d t o a n a d v e r t i s i n g
m e s s a g e m a y n o t b e w i t h i n t h e m a r k e t e r s t a r ge t m a r k e t , a n d t h u s ,
m a y b e a n i n e ffi c i e n t u s e o f p r o mo t i o n a l f u n d s . H o w e v e r,t h i s i s
c h a n g i n g a s n e w a d v e r t i s i n g t e c h n o l o g i e s a n d t h e e m e r ge n c e o f
n e w m e d i a o u t l e t s o ffe r m o r e o p t i o n s f o r t a rge t e d a d v e r t i s i n g .
Advertising
alsohas a history of being considered
a one
w a y f o r m o f m a r k e t i n g . C o m mu n i c a t i o n w h e r e t h e m e s s a g e r e c e i v e r
( i . e . , t a rge t m a r k e t ) i s n ot i n p o s i t i o n t o i m me d i a t e l y r e s p o n d t o t h e
m e s s a g e ( e . g . , s e e k m o r e i n f o r m a t i o n ) . Th i s t o o i s c h a n g i n g . F or
example,
in
the
next
few
years
technologies
will be
readily available to enable a televisionviewer to click a button to
r e q u e s t m o r e d e t a i l s o n a p r o d u c t s e e n o n t h e i r f a v o r i t e TV
p r o gr a m . I n f a c t , i t i s e x p e c t e d t h a t o v e r t h e n e x t 1 0- 2 0
y e ar s a d v e r t i s i n g
w i l l m o v e a w ay
from a onew a y c o m m u n i c a t i o n mo d e l a n d b e c o m e o n e t h a t i s h i g h l y i n t er a c t i v e .
A n o t h e r c h a r a c t e r i s t i c t h a t ma y c h a n g e a s a d v e r t i s i n g e v o l v e s i s t h e
v i e w t h a t a d v e r t i s i n g d o e s n o t s t i m u l a t e i m m e d i a t e d e ma n d f o r t h e
p r o d u c t a d v e r t i s e d . Th a t i s , c u s t o me r s c a n t q u i c k l y p ur c h a s e a
p r o d u c t t h ey s e e a d v e r t i s e d .
But as moremediaoutlets
allow
c u s t o m e r s t o i n t er a c t w i t h t h e m e s s a g e s b e i n g d e l i v e r e d t h e a b i l i t y o f
a d v e r t i s i n g t o q u i c k l y s t i m u l a t e d e ma n d w i l l i mp r o v e .
INFORM
UNWARE

PERSUADE
AWARENES
S

REMIND
INTENT

PURCHAS
E

A d v e r t i s i n g i s o n l y o n e e l e me n t o f t h e p r o m o t i o n m i x , b u t i t
o f t e n c o n s i d e r e d pr o mi n e n t i n t h e o v e r a l l m a r k e t i n g m i x d e s i g n . I t s
high visibilityand pervasiveness made it as an important social and
e n c o m i a t o p i c i nI n d i a n s o c i e t y. Pr o m o t i o n m a y b e d e f i n e d a s T h e
c o - o r d i n a t i o n o f a l l s e l l e r i n i t i a t e d e ffo r t s t o s e t u p c h a n n e l s o f
i n f o r m a t i o n a n d p er s u a s i o n t o f a c i l i t a t e t h e s c a l e o f a g o o d o r
s e r v i c e . P r o m o t i o n i s mo s t o f t e n i nt e n d e d t o b e a s u p p o r t i n g
c o m p o n e n t i n a m a r k e t i n g m i x . Pr o mo t i o n d e c i s i o n m u s t
beintegrated and co-ordinate with the rest of the marketing mix,
p a r t i c u l a r l y pr o d u c t / b r a n d d e c i s i o n s , s o t h a t i t m a y e ffe c t i v e l y
s u p p o r t a n e n t i r e m a r k e t i n g m i x s t r a t e gy . T h e p r o mo t i o n m i x
consists of four basic elements.They are:4 | Page

1.

Advertising
Personal Selling
Sales Promotion, and
Publicity
A d v e r t i s i n g i s t h e d i s s e m i n a t i o n o f i n f o r ma t i o n by n o npersonalmeans through paid media where the source is the
s p o n s o r i n g o rga n i z a t i o n .
2 . P e r s o n a l s e l l i n g i s t h e d i s s e mi n a t i o n o f i n f o r m a t i o n b y n o n p e r s o n a l m e t h o d s , l i k e f a c e - t o- f a c e , c o n t a c t s b e t w e e n a u d i e n c e
a n d e m p l o y e e s o f t h e s p o n s o r i n g o rga n i z a t i o n . Th e s o u r c e o f
i n f o r m a t i o n i s t h e s p o n s o r i n g o r ga n i z a t i o n .
3 . S a l e s pr o m o t i o n i s t h e d i s s e m i n a t i o n o f i n f o r m a t i o n t h r o u g h
a w i d e v ar i e t y o f a c t i v i t i e s o t h er t h a n p e r s o n a l s e l l i n g ,
a d v e r t i s i n g a n d p u b l i c i t y w h i c h s t i mu l a t e c o n s u m e r p u r c h a s i n g
a n d d e a l e r e ffe c t i v e n e s s .
4 . P u b l i c i t y i s t h e di s s e m i n a t i n g o f i n f o r m a t i o n b y p e r s o n a l or
n o n - p e r s o n a l m e a n s a n d i s n ot d i r e c t l y p a i d b y t h e
o r ga n i z a t i o n a n d t h e o rga n i z a t i o n i s n o t t h e s o u r c e .
ORIGIN AND DEVELOPMENT OF ADVERTISING
I t h a s b e e n wr o n g l y a s s u m e d t h a t t h e a d v e r t i s i n g f u n c t i o n i s o f
recentorigin. Evidences suggest that the Romans practiced
advertising; but theearliest indication of its use in this country
d a t e s b a c k t o t h e m i d d l e Ag e s , w h e n t h e u s e o f t h e s u r n a me
i n d i c a t e d a m a n s o c c u p a t i o n . Th e n e x t s t a g e i n t h e e v o l u t i o n o f
advertising was the use of signs as a visual expressionof the
t r a d e s m a n s f u n c t i o n a n d a m e a n s o f l o c a t i n g t h e s o u r c e o f
g o o d s . T h i s m e t h o d i s s t i l l i n c o m mo n u s e . Th e s e l l e r i n p r i mi t i v e
times relied uponhis loud voice to attract attention and inform
consumers of the availability of his services.
I f t h er e w e r e m a n y c o mp e t i t or s , h e r e l i e d u p o n h i s o w n p e r s o n a l
m a g n e t i s m t o a t t r a c t a t t e n t i o n t o h i s m e r c h a n d i s e . O f t e n i t b e c a me n
ecessary for him to resort to persuasion to pinpoint theadvantages o
f h i s p r o d u c t s . T h u s , t h e s e l l e r w a s d o i n g t h e c o mp l e t e p r o mo t i o n
job himself. Development of retail stores, made
thetraders to be more concerned about attracting
5 | Page

b u s i n e s s . I n f o r mi n g c u s t o me r s o f t h e a v a i l a b i l i t y o f s u p p l i e s w a s
h i g h l y i m p o r t a n t . S o m e t y p e s o f o u t s i d e p r o mo t i o n w e r e n e c e s s a r y.
S i g n s o n s t o r e s a n d i n p r o mi n e n t p l a c e s ar o u n d t h e c i t y a n d n o t i c e s
i n p r i n t e d m a t t e r s w e r e s o m e t i me s u s e d . Wh e n c u s t o me r s w e r e
finally attracted to the store and satisfied with theservice at least
o n c e , t h ey w e r e s t i l l s u b j e c t e d t o c o mp e t i t i v e i n f l u e n c e s ; t h e r e f o r e ,
t h e m e r c h a n t s s i g n s a n d a d v e r t i s e me n t s r e m i n d e d c u s t o m e r s o f t h e
c o n t i n u i n g a v a i l a b i l i t y o f h i s s e r v i c e s . S o m e t i me s t r a d e r s w o u l d
t a l k t o p r e s e n t a n d f o r me r c u s t o me r s i n t h e s t r e e t s , o r j o i n s o c i a l
o r ga n i z a t i o n s i n o r d er t o h a v e c o n t i n u i n g c o n t a c t s w i t h p r e s e n t a n d
p o t e n t i a l c u s t o m e r s . A s t h e m a r k e t s g r e w l a rge r a n d t h e n u mb e r o f
c u s t o m e r s i n c r e a s e d , t h e i mp o r t a n c e o f a t t r a c t i n g t h e m a l s o gr e w.
I n c r e a s i n g r e l i a n c e w a s p l a c e d o n a d v e r t i s i n g m e t h o d s o f i n f o r mi n g
about the availability of the products.
T h e s e a d v e r t i s i n g m e t h o d s w e r e m o r e e c o n o mi c a l i n r e a c h i n g l a r ge n
u m b e r s o f c o n s u m e r s . Wh i l e t h e s e a d v e r t i s i n g m e t h o d s w e r e u s e f u l
f o r i n f o r mi n g a n d r e mi n d i n g , t h e y c o u l d n o t d o t h e w h o l e
p r o mo t i o n a l j o b . Th e y w e r e u s e d o n l y t o r e a c h e a c h c o n s u m e r
p e r s o n a l l y. Th e m e r c h a n t s t i l l u s e d p e r s o n a l p e r s u a s i o n o n c e t h e
c u s t o m e r s w e r e a t t r a c t e d t o h i s s t o r e . Th e i n v e n t i o n o f h a n d p r e s s
i n c r e a s e d t h e p o t e n t i a l i t i e s o f a d v e r t i s i n g . By S h a k e s p e a r e s t i m e s ,
posters had made their appearance, and assumedthe function of
f o s t e r i n g d e m a n d f o r e x i s t i n g p r o d u c t s . An o t h e r i mp o r t a n t e v e n t w a s
t h e e m e r ge n c e o f t h e p a mp h l e t a s a n a d v e r t i s i n g m e d i u m.
T h e e a r l y e x a mp l e s o f t h e s e p a m p h l e t s d i s c l o s e
t h e i r s p o n s o r s h i p by c o mp a n i e s w a n t t o g e n e r a t e g o o d w i l l f o r t h e i r
a c t i v i t i e s . Th e l o w c o s t o f p o s t e r s a n d h a n d b i l l s e n c o ur a g e d a
n u m b e r o f p u b l i s h e r s t o e x p e r i me n t w i t h o t h e r m e t h o d s .
DEFINITION OF ADVERTISING
T h e w o r d a d v e r t i s i n g or i g i n a t e s f r o m a L a t i n w o r d a d v er t i s e , w h i c h
m e a n s t o t ur n t o . Th e d i c t i o n ar y m e a n i n g o f t h e t e r m i s To
g i v e p u b l i c n ot i c e o r t o a n n o u n c e p u b l i c l y . A d v e r t i s i n g m a y b e
d e f i n e d a s t h e p r o c e s s o f b u y i n g s p o n s o r- i d e n t i f i e d m e d i a s p a c e
o r t i me i n or d e r t o p r o mo t e a p r o d u c t or a n i d e a . T h e Am e r i c a n
M a r k e t i n g As s o c i a t i o n , C h i c a g o , h a s d e f i n e d a d v e r t i s i n g a s A n y
6 | Page

f o r m o f n o n- p e r s o n a l p res e n t a t i o n o r p rom o t i o n o f i d e a s , g o o d s
o r s e r v i c e s , b y a n i d e n t i f i e d s p o n s o r.

MEDIA OF ADVERTISEMENT
Print Media
P r i n t m e d i a i s a v e r y c o m mo n l y u s e d m e d i u m o f a d v e r t i s i n g
b y b u s i n e s s m a n . I t i n c l u d e s a d v e r t i s i n g t h r o u g h n e w s p a p e r,
magazines, journals, etc. and is also called press advertising.
a) Newspaper:- You m u s t h a v e r e a d N e w s p a p e r s . I n o ur c o u n t r y
n e w s p a p e r s a r e p u b l i s h e d i n E n g l i s h , Si n h a l a a n d Tami l . Th e s e
a r e t h e s o u r c e s o f n e w s , o p i ni o n s a n d c u r r e n t e v e n t s . I n
addition, Newspapers are also a very common medium of
a d v e r t i s i n g . T h e a d v e r t i s e m e n t c o m m u n i c a t e s hi s m e s s a g e
throughnewspaper which reaches to millions of people.
Advantages
N e w s p a p e r s n or m a l l y h a v e w i d e c i r c u l a t i o n a n d a s i n g l e a d v e r t
i s e m e n t i n t h e n e w s p a p e r c a n q u i c k l y r e a c h t o a l a r ge
number of people.
The cost of advertising is relatively low because of wide
publication.
G e n e r a l l y n e w s p a p e r s a r e p u b l i s h e d d a i l y. T h u s , t h e s a m e a d v e
r t i s e me n t c a n b e r e p e a t e d f r e q u e n t l y a n d r e mi n d r e a d er e v e r y d
ay.
The matter of advertisement can be given to newspapers at a
v e r y s h or t n o t i c e . A n e v e n l a s t m i n u t e c h a n g e i n t h e c o n t e n t i s
a l s o p o s s i b l e . Th i s m a k e s a d v e r t i s i n g q u i t e f l e x i b l e .

7 | Page

 N e w s p a p e r s ar e p u b l i s h e d f r o m d i ffe r e n t r e g i o n s a n d i n
d i ffe r e n t l a n g u a g e s . H e n c e , t h e y p r o v i d e gr e a t e r c h o i c e
t o a d v e r t i s e r s t o a p pr o a c h t h e d e s i r e d m a r k e t , r e g i o n a n d
r e a d e r s t h r o u g h l o c a l o r r e gi o n a l l a n g u a g e .

Limitations
N e w s p a p e r s ar e r e a d s o o n a f t e r t h e y ar e r e c e i v e d a n d t h e n a r e
k e p t g e n e r a l l y i n s o m e c o r n er o f t h e h o u s e s . Af t e r 2 4 h o ur s w e
get a fresh newspaper and this makes the life of the newspaper
short.
P e o p l e r e a d n e w s p a p e r s m a i n l y f o r n e w s a n d p ay c a s u a l
attention to advertisement.
I l l i t er a t e p er s o n s c a n n o t r e a d a n d t h u s , n e w s p a p e r a d v e r t i s i n g
d o e s n o t b e n e f i t t h e m.
b) Periodicals: -P er i o d i c a l s a r e p u b l i c a t i o n s w h i c h c o me o u t
r e g u l a r l y b u t n o t o n a d a i l y b a s i s . Th e s e m a y b e p u b l i s h e d o n a
w e e k l y, f o r t n i g h t l y, m o n t h l y, b i mo n t h l y,q u a r t e r l y o r e v e n
y e ar l y b a s i s . F o r e x a mp l e y ou m u s t h a v e c o me
a c r o s s ma g a z i n e s a n d j o u r n a l s l i k e I n d i a Tod a y, F a m i n e , e t c .
A l l t h e s e p e r i o d i c a l s h a v e a l a rge n u m b e r o f r e a d e r s a n d t h u s ,
a d v e r t i s e m e n t s p u b l i s h e d i n t h e m r e a c h a n u mb e r o f p e o p l e .
Advantages
P e r i o d i c a l s h a v e a m u c h l o n g e r l i f e t h a n n e w s p a p e r s . Th e s e
a r e p r e s e r v e d f o r a l o n g p er i o d t o b e r e f e r r e d i n f u t u r e or r e a d
a t l e i s u r e or r e a d a g a i n , w h e n e v e r r e q u i r e d .
P e r i o d i c a l s h a v e a s e l e c t e d r e a d er s h i p a n d s o a d v e r t i s e r s c a n
k n o w a b o u t t h e i r t a rge t c u s t o m e r s a n d a c c o r d i n g l y s e l e c t i v e a d v
ertisements are given.

8 | Page

Limitations
A d v e r t i s i n g i n p e r i o d i c a l s i s c o s t l i e r.
T h e n u mb e r s o f p e o p l e t o w h o m t h e a d v e r t i s e m e n t s r e a c h a r e
s m a l l i n c o mp a r i s o n t o n e w s p a p e r s .
T h e a d v e r t i s e m e n t m a t e r i a l s ar e g i v e n m u c h i n a d v a n c e ; h e n c e
l a s t m i n u t e c h a n g e i s n o t p o s s i b l e . Th i s r e d u c e s f l e x i b i l i t y.
Electronic Media
T h i s i s a v e r y p o p u l ar f o r m o f a d v e r t i s i n g i n t h e m o d e r n d a y m a r k e t i
n g . Th i s i n c l u d e s R a d i o , t e l e v i s i o n a n d I n t e r n e t .
1 ) Radio Advertising: -A l l o f u s a r e a w a r e a b o u t a r a d i o a n d mu s t h a v e
h e a r d a d v e r t i s e m e n t s f o r v a r i o u s p r o d u c t s i n i t . I n r a d i o t h er e a r e
s h o r t b r e a k s d ur i n g t r a n s mi s s i o n o f a ny p r o gr a m w h i c h i s f i l l e d
b y a d v e r t i s e m e n t s o f p r o d u c t s a n d s e r v i c e s . Th e r e a r e a l s o
p o p u l a r p r o gr a m s s p o n s o r e d b y a d v er t i s e r s .
Advantages
I t i s m o r e e ffe c t i v e a s p e o p l e h e a r i t o n a r e g u l ar b a s i s .
I t i s a l s o u s e f u l t o i l l i t er a t e s , w h o c a n n o t r e a d a n d w r i t e .
T h e r e a r e p l a c e s w h er e n e w s p a p e r s r e a d i n g m a y n o t p o s s i b l e ,
b u t y o u c a n h e a r r a d i o . F o r e x a mp l e , y o u c a n h e a r r a d i o w h i l e
t r a v e l i n g o n r o a d or w o r k i n g a t h o me ; b u t y o u c a n n o t r e a d
n e w s p a p e r. S i mi l a r l y, w h i l e d r i v i n g y o u c a n h e a r a r a d i o b u t c a n n o t
r e a d a n e w s p a p e r.
Limitations
A r e g u l a r l i s t e n e r m a y r e me mb e r w h a t h e h a s h e a r d . B u t ,
o c c a s i o n a l l i s t e n e r s t e n d t o f o r ge t w h a t t h ey h a v e h e a r d i n
Radio.
9 | Page

 T h e m e s s a g e t h a t a n y a d v e r t i s e me n t w a n t s t o c o m m u n i c a t e
m a y n o t b e pr o p e r a s t h e r e i s n o c h a n c e t o h e a r i t a g a i n
i m me d i a t e l y. Th e r e ma y b e s o me o t h e r d i s t u r b a n c e s t h a t d i s t o r t
c o m mu n i c a t i o n .
I n c o mp a r i s o n t o Tel e v i s i o n , R a d i o i s l e s s e ffe c t i v e a s i t l a c k s
visualimpact.
2) Television Advertising: - Wit h r a p i d gr o w t h o f i n f o r ma t i o n
technology and electronic media, television has topped the list
a m o n g t h e m e d i a o f a d v e r t i s i n g . TV h a s t h e m o s t e ffe c t i v e i mp a c t
a s i t a p p e a l s t o b o t h ey e a n d t h e e a r.
Advantages
I t i s m o s t e ffe c t i v e a s i t h a s a n a u d i o - v i s u a l i m p a c t .
Wit h c a t c hy s l o g a n s , s o n g a n d d a n c e s e q u e n c e s , f a m o u s p e r s o n
a l i t i e s e x h i b i t i n g pr o d u c t s , TV a d v e r t i s i n g h a s a l a s t i n g
impact.
Wit h v ar i e t i e s o f c h a n n e l s a n d pr o g r a ms a d v e r t i s e r s h a v e a l o t
of choice to select the channel and time to advertise.
Wit h r e g i o n a l c h a n n e l s c o m i n g u p a n y p e r s o n e v e n i l l i t er a t e s
canwatch the advertisements and understood it by seeing and
hearing.
Limitations
T V a d v e r t i s e m e n t s a r e u s u a l l y e x p e n s i v e t o pr e p a r e a s w e l l a s
totelecast.
Wit h a l mo s t e v e r y m a n u f a c t u r er t r y i n g t o c o m m u n i c a t e t h e i r
m e s s a g e t h r o u g h T V a d v e r t i s i n g t h e i mp a c t a mo n g t h e v i e w e r s
a r e a l s o r e d u c i n g . N o w- a - d a y s p e o p l e a r e s w i t c h i n g o n
c h a n n e l s w h e n e v e r t h e r e i s a c o m m e r c i a l br e a k .
10 | P a g e

3) Internet: - I t i s t h e l a t e s t m e t h o d o f c o m m u n i c a t i o n a n d g a t h e r i n g
i n f o r m a t i o n . I f y o u h a v e a c o m p u t e r a n d w i t h a n a c c e s s t o i n t er n e t
y ou c a n h a v e i n f o r m a t i o n f r o m a l l o v e r t h e w o r l d w i t h i n a
f r a c t i o n o f s e c o n d . Th r o u g h i n t er n e t y o u c a n g o t o t h e w e b s i t e o f
a n y m a n u f a c t u r e r or s e r v i c e p r o vi d e r a n d g a t h e r i n f o r m a t i o n .
S o m e t i me s w h e n y o u d o n o t h a v e w e b s i t e a d d r e s s e s y o u t a k e h e l p
o f s e a r c h e n g i n e s o r p or t a l s . I n a l mo s t a l l t h e s e a r c h e n g i n e s
o r p or t a l s d i ffe r e n t m a n u f a c t u r e s or s e r v i c e pr o v i d e r s a d v er t i s e
t h e i r pr o d u c t s .
Advantages
Information from all over the world is made available at the
doorsteps.
U s e r c a n s e e t h e a d v e r t i s e me n t a t t h e i r o w n t i me a n d a s p e r
t h e i r r e q ui r e m e n t .
Limitations
I t i s n o t a c c e s s i b l e w i t h o u t a c o mp u t e r.
It is not very suitable for general public.
I t i s n o t s u i t a b l e f o r i l l i t er a t e a n d t h o s e h a v i n g n o k n o w l e d g e
about the operation of Internet.
Other Media
All the media of advertising discussed above are mostly used bycon
s u m e r s w h i l e t h ey a r e a t h o m e o r i n s i d e a n y r o o m , e x c e p t r a d i o
a n d n e w s p a p e r s or m a g a z i n e s t o s o m e e x t e n t . M o r e o v e r i n a l l t h e s e
m e d i a , t h e c o n s u me r h a s a l s o t o s p e n d s o me m o n ey t o a c c e s s t h e
a d v e r t i s e m e n t . H o w e v e r, t h e r e a r e o t h e r m e d i a a v a i l a b l e , w h e r e t h e
c o n s u m e r h a s t o s p e n d n o t h i n g a n d h e c a n s e e s u c h a d v e r t i s e me n t s
while moving outside.Some of such advertising are hoardings,
p o s t e r s , v e h i c u l a r d i s p l ay s , g i f t i t e m s , e t c .
a) Hoardings:-W h i l e m o v i n g o n r o a d s y o u m u s t h a v e s e e n l a r ge
h o a r d i n g s p l a c e d o n i r o n f r a m e s o r r o o f t o p s or w a l l s . Th e s e
11 | P a g e

a r e n o r ma l l y b o a r d s o n w h i c h a d v e r t i s e m e n t s a r e p a i n t e d o r
e l e c t r o n i c a l l y d e s i g n e d s o t h a t t h ey a r e v i s i b l e d u r i n g d ay or
n i g h t . Th e a d v e r t i s e r s h a v e t o p a y a n a mo u n t t o t h e o w n er s o f
t h e s p a c e , w h e r e t h e h o a r d i n g s ar e pl a c e d .
b) Posters: -P o s t e r a r e pr i n t e d a n d p o s t e d o n w a l l s , b u i l d i n g s ,
b r i d g e s e t c . t o a t t r a c t t h e a t t e n t i o n o f c u s t o me r s . P o s t e r s
o f f i l m s w h i c h a r e s c r e e n e d o n c i n e m a h a l l s a r e a c o m mo n
s i g h t i n o ur c o u n t r y.
ADVERTISING OBJECTIVE
Each advertisement is a specific communication that must
b e e ffe c t i v e , n o t j u s t f o r o n e c u s t o me r, b u t f o r m a ny t a r ge t b uy er s .
T h i s m e a n s t h a t s p e c i f i c o bj e c t i v e s s h o u l d b e s e t f o r e a c h p a r t i c u l a r
a d v e r t i s e m e n t c a mp a i g n . Ad v e r t i s i n g i s a f o r m o f pr o m o t i o n a n d l i k e
a p r o mo t i o n ; t h e o b j e c t i v e s o f a d v e r t i s i n g s h o u l d b e s p e c i f i c . Th i s
r e q u i r e s t h a t t h e t a r ge t c o n s u me r s s h o u l d b e s p e c i f i c a l l y i d e n t i f i e d
a n d t h a t t h e e ffe c t w h i c h a d v e r t i s i n g i s i n t e n d e d t o h a v e u p o n t h e
c o n s u m e r s h o u l d b e c l e a r l y i n d i c a t e d . Th e o b j e c t i v e s o f a d v e r t i s i n g
w e r e t r a d i t i o n a l l y s t a t e d i n t e r ms o f d i r e c t s a l e s .
N o w, i t i s t o v i e w a d v e r t i s i n g a s h a v i n g c o m mu n i c a t i o n o b j e c t i v e s
t h a t s e e k t o i n f o r m p e r s u a d e a n d r e mi n d p o t e n t i a l c u s t o me r s o f t h e
w o r t h o f t h e pr o d u c t . Ad v e r t i s i n g s e e k s t o c o n d i t i o n t h e c o n s u m e r
s o t h a t h e / s h e m a y h a v e a f a v o r a b l e r e a c t i o n t o t h e pr o m o t i o n a l
m e s s a g e . Ad v e r t i s i n g o b j e c t i v e s s e r v e a s g u i d e l i n e s f o r t h e
p l a n n i n g a n d i m p l e me n t a t i o n o f t h e e n t i r e a d v e r t i s i n g p r o gr a m .
T h e b a s i c o b j e ct i v e s o f a n ad v e r t i s i n g p rog r a m me ma y b e l i s t e d
a s below:
To s t i m u l a t e s a l e s a mo n g s t p r e s e n t , f o r me r a n d f u t u r e
c o n s u m e r. I t i n v o l v e s a d e c i s i o n r e g a r d i n g t h e m e d i a , e . g . , TV
r a t h e r t h a n pr i n t ;
To c o m mu n i c a t e w i t h c o n s u m e r s . Th i s i n v ol v e s d e c i s i o n
r e g a r d i n g c o py ;

12 | P a g e

 To r e t a i n t h e l oy a l t y o f pr e s e n t a n d f o r m e r c o n s u m e r s .
A d v e r t i s i n g ma y b e u s e d t o r e a s s u r e b uy e r s t h a t t h e y h a v e
m a d e t h e b e s t p u r c h a s e , t h u s b u i l d i n g l oy a l t y t o t h e b r a n d n a me
or the firm.
To i n c r e a s e s u p p o r t . Ad v e r t i s i n g i mp l i e d l y b o l s t e r s t h e
m o r a l e o f t h e s a l e s f o r c e a n d o f d i s t r i b ut o r s , w h o l e s a l e r s , a n d
retailers; it thus contributes to enthusiasts and confidence
a t t i t u d e i n t h e o r ga n i z a t i o n .
To p r o j e c t a n i ma g e . Ad v e r t i s i n g i s u s e d t o p r o mo t e a n o v e r a l l
i m a g e o f r e s p e c t a n d t r u s t f o r a n o r ga n i z a t i o n . Th i s m e s s a g e i s
a i m e d n o t o n l y a t c o n s u me r s , b u t a l s o a t t h e g o v e r n me n t ,
shareholders, and the general public.
Importance of Advertising
G e n e r a l l y, a d v e r t i s i n g i s a r e l a t i v e l y l o w- c o s t m e t h o d o f c o n v ey i n g
s e l l i n g m e s s a g e s t o n u m e r o u s pr o s p e c t i v e c u s t o m e r s . I t c a n s e c u r e
l e a d s f o r s a l e s m e n a n d m i d d l e m e n by c o n v i n c i n g r e a d e r s t o r e q u e s t
more information and by identifying outlets handling the product. It
c a n f o r c e mi d d l e me n t o s t o c k t h e pr o d u c t b y b ui l d i n g c o n s u m e r
i n t e r e s t . I t c a n h e l p t r a i n d e a l e r s s a l e s m e n i n pr o d u c t u s e s a n d
applications. It can build dealer and consumer confidence in the
c o m p a n y a n d i t s p r o d u c t s b y b u i l d i n g f a m i l i a r i t y.
Advertising is to stimulate market demand
W h i l e s o m e t i m e s a d v e r t i s i n g a l o n e m a y s u c c e e d i n a c h i e v i n g b u y er
a c c e p t a n c e , p r e f e r e n c e , o r e v e n d e ma n d f o r t h e pr o d u c t , i t i s s e l d o m
s o l e l y r e l i e d u p o n . Ad v e r t i s i n g i s e ffi c i e n t l y u s e d w i t h a t l e a s t o n e
o t h e r s a l e s m e t h o d , s u c h a s p er s o n a l s e l l i n g o r p o i n t - o f - p ur c h a s e
d i s p l a y, t o d i r e c t l y m o v e c u s t o me r s t o b u y i n g a c t i o n . A d v e r t i s i n g h a s
b e c o m e i n cr e a s i n g l y i mp o r t a n t t o b u s i n e s s e n t e r pr i s e s b o t h l a r ge
a n d s m a l l O u t l ay o n a d v e r t i s i n g c e r t a i n l y i s t h e v o u c h e r. N o nb u s i n e s s e n t e r pr i s e s h a v e a l s o r e c o g n i z e d t h e
i m p o r t a n c e o f a d v e r t i s i n g . Th e
a t t e m p t b y a r my r e c r u i t me n t i s b a s e s o n a s u b s t a n t i a l a d v e r t i s i n g c a
m p a i g n , s t r e s s i n g t h e a d v a n t a g e s o f a m i l i t a r y c a r e e r. T h e h e a l t h d e p
a r t me n t p o p u l a r i z e s f a mi l y p l a n n i n g t h r o u g h a d v er t i s i n g L a b o r
o r ga n i z a t i o n s h a v e a l s o u s e d a d v e r t i s i n g t o m a k e t h e i r v i e w p o i n t s
13 | P a g e

k n o w n t o t h e p u b l i c a t l a r ge . Ad v e r t i s i n g a s s u me s r e a l e c o n o mi c
i m p o r t a n c e t o o . Ad v e r t i s i n g s t r a t e g i e s t h a t i n c r e a s e t h e n u mb e r o f
u n i t s s o l d s t i m u l a t e e c o n o m i e s i n t h e p r o d u c t i o n pr o c e s s . Th e
production cost per unit of output is lowered. It in turnleads to
l o w e r p r i c e s . L o w e r c o n s u me r p r i c e s t h e n a l l o w t h e s e p r o d u c t s t o
b e c o m e a v a i l a b l e t o mo r e p e o p l e . S i mi l a r l y, t h e p r i c e o f
n e w s p a p e r s , p r o f e s s i o n a l s p o r t s , r a d i o a n d TV pr o g r a m me s , a n d t h e
l i k e m i g h t b e p r o h i b i t i v e w i t h o ut a d v e r t i s i n g . I n s h o r t , a d v e r t i s i n g
p a y s f o r m a ny o f t h e e n j o y a bl e e n t er t a i n m e n t a n d e d u c a t i o n a l
aspects of contemporary
l i f e . A d v e r t i s i n g h a s b e c o m e a n i mp o r t a n t f a c t o r i n t h e c a mp a i g n s t o
a c h i e v e s u c h s o c i e t a l - or i e n t e d o b j e c t i v e s s u c h a s t h e
d i s c o n t i n u a n c e o f s mo k i n g , f a mi l y p l a n n i n g , p hy s i c a l f i t n e s s , a n d
t h e e l i m i n a t i o n o f dr u g a b u s e . T h o u g h i n I n d i a , a d v e r t i s i n g w a s
a c c e p t e d a s a p o t e n t a n d r e c o g n i z e d m e a n s o f pr o m o t i o n o n l y 2 5
y e ar s a g o , i t s g r o w i n g pr o d u c t i v e c a p a c i t y a n d o u t p u t n e c e s s i t a t e s
t h e f i n d i n g o f c o n s u me r s a n d a d v er t i s i n g p l ay s a n i m p o r t a n t r ol e i n
t h i s pr o c e s s . Ad v e r t i s i n g h e l p s t o i n c r e a s e m a s s m a r k e t i n g w h i l e
h e l p i n g t h e c o n s u me r t o c h o o s e f r o m a mo n g s t t h e v a r i e t y o f
p r o d u c t s o ffe r e d f o r h i s s e l e c t i o n . I n I n d i a , a d v e r t i s i n g a s a
p r o f e s s i o n i s i n i t s i n f a n c y. B e c a u s e o f t h i s f a c t , t h er e i s a
t r e me n d o u s s c o p e f o r d e v e l o p me n t s o t h a t i t m a y b e pr o d u c t i v e l y
u s e d f o r t h e b e n e f i t o f pr o d u c e r s , t r a d e r s , c o n s u me r s , a n d t h e
c o u n t r y s e c o n o m y.
CLASSIFICATION AND TYPES OF ADVERTISING
1. Product Related Advertising
a) Pioneering Advertising
b) Competitive Advertising
c) Retentive Advertising
2. Public Service Advertising
3. Functional Classification
a) Advertising Based on Demand Influence Level.
i ) P r i ma r y D e m a n d ( S t i mu l a t i o n )
i i ) S e l e c t i v e D e ma n d ( St i m u l a t i o n )
b) Institutional Advertising
14 | P a g e

c) Product Advertising
i ) I n f o r m a t i v e P r o d u c t Ad v e r t i s i n g
i i ) P e r s u a s i v e P r o d u c t Ad v e r t i s i n g
i i i ) R e m i n d e r-O r i e n t e d
4. Advertising based on Product Life Cycle
a) Consumer Advertising
b) Industrial Advertising
5. Trade Advertising
a) Retail Advertising
b) Wholesale Advertising
6. Advertising Based on Area of operation
a) National advertising
b) Local advertising
c ) Regional advertising
7. Advertising According to Medium Utilized
Product Related Advertising
I t i s c o n c e r n e d w i t h c o n v e y i n g i n f o r ma t i o n a b o u t a n d s e l l i n g a
p r o d u c t o r s e r v i c e . P r o d u c t a d v e r t i s i n g i s o f t hr e e t y p e s , v i z .
o P i o n e e r i n g Ad v e r t i s i n g
o C o m p e t i t i v e Ad v e r t i s i n g
o R e t e n t i v e Ad v e r t i s i n g
a) Pioneering Advertising: - T h i s t y p e o f a d v e r t i s i n g i s u s e d i n t h e
i n t r o d u c t or y s t a g e s i n t h e l i f e c y c l e o f a pr o d u c t . I t i s
concerned with developing a primary demand. It conveys
i n f o r m a t i o n a b o u t , a n d s e l l i n g a p r o d u c t c a t e g o r y r a t h er t h a n a
s p e c i f i c br a n d . F o r e x a mp l e , t h e i n i t i a l a d v e r t i s e m e n t f o r
black and white television and color television.
S u c h a d v e r t i s e m e n t s a p p e a l t o t h e c o n s u m e r se m o t i o n s a n d
rational motives.
b) Competitive Advertising: -I t i s u s e f u l w h e n t h e pr o d u c t h a s
reached the market-growth and especially the market-maturity
s t a g e . I t s t i mu l a t e s S e l e c t i v e d e m a n d . I t s e e k s t o s e l l a
15 | P a g e

s p e c i f i c br a n d r a t h e r t h a n a g e n e r a l p r o d u c t c a t e g o r y. I t i s o f
two types:
D i r e c t Typ e : I t s e e k s t o s t i m u l a t e i m m e d i a t e b uy i n g a c t i o n .
I n d i r e c t Typ e : I t a t t e mp t s t o p i n p o i n t t h e v i r t u e s o f t h e
p r o d u c t i n t h e e x p e c t a t i o n t h a t t h e c o n s u me r s a c t i o n w i l l b e
a ffe c t e d by i t w h e n h e i s r e a d y t o b uy.
Example: - A i r l i n e a d v e r t i s i n g . A i r I n d i a a t t e m p t s t o b i d f o r t h e
c o n s u m e r s p a t r o n a g e e i t h e r i m m e d i a t e l y - d i r e c t a c t i o n - i n
w h i c h c a s e , i t p r o v i d e s p r i c e s , t i me t a b l e s a n d p h o n e n u mb e r s
o n w h i c h t h e c u s t o me r m a y c a l l f o r r e s e r v a t i o n s ; or e v e n t u a l l y
i n d i r e c t a c t i o n w h e n i t s u g g e s t s t h a t y o u m e n t i o n Ai r
I n d i a sn a me w h e n t a l k i n g t o y o ur t r a v e l a g e n t .
c) Retentive Advertising: -T h i s m a y b e u s e f u l w h e n t h e pr o d u c t h a s
achieved a favorable status in the market thatis, maturity or
d e c l i n i n g s t a g e . G e n e r a l l y i n s u c h t i me s , t h e a d v e r t i s e r w a n t s
t o k e e p h i s p r o d u c t sn a me b e f o r e t h e p u b l i c . A m u c h s o f t e r
s e l l i n g a p pr o a c h i s u s e d , or o n l y t h e n a me m a y b e me n t i o n e d i n
reminder type advertising.
Public Service Advertising
T h i s i s d i r e c t e d a t t h e s o c i a l w e l f a r e o f a c o m mu n i t y o r a n a t i o n .
T h e e ffe c t i v e n e s s o f p r o d u c t s e r v i c e a d v e r t i s e m e n t s m a y b e
m e a s u r e d i n t er m s o f t h e g o o d w i l l t h e y g e n er a t e i n f a v o r o f t h e
s p o n s o r i n g o rga n i z a t i o n . Ad v e r t i s e m e n t s o n n o t m i x i n g dr i n k i n g
a n d d r i v i n g a r e a g o o d e x a mp l e o f p u b l i c s e r v i c e a d v e r t i s i n g . I n t h i s
t y p e o f a d v e r t i s i n g , t h e o b j e c t i v e i s t o p u t a c r o s s a me s s a g e
intended to change attitudes or behavior and benefit the public at
l a r ge .
Functional Classification
Advertising may be classified according to the functions which it is
intended to fulfil.
(i)
A d v e r t i s i n g m a y b e u s e d t o s t i m u l a t e e i t h er t h e pr i ma r y
d e m a n d or t h e s e l e c t i v e d e m a n d .
16 | P a g e

(ii)
(iii)

I t m a y p r o m o t e e i t h er t h e b r a n d o r t h e f i r m s e l l i n g
that brand.
It may try to cause indirect action or direct action.

I. Advertising Based on Demand Influence Level.

a) Primary Demand Stimulation: - P r i ma r y d e m a n d i s d e m a n d f o r t h e
p r o d u c t o r s e r v i c e r a t h er t h a n f o r a p a r t i c u l ar b r a n d . I t i s
i n t e n d e d t o a ffe c t t h e d e ma n d f o r a t y p e o f p r o d u c t , a n d n o t
t h e b r a n d o f t h a t pr o d u c t . S o m e a d v e r t i s e t o s t i mu l a t e p r i ma r y
d e m a n d . W h e n a p r o d u c t i s n e w, p r i ma r y d e ma n d
s t i m u l a t i o n i s a p p r o p r i a t e . At t h i s t i m e , t h e m a r k e t e r m u s t
i n f o r m c o n s u me r s o f t h e e x i s t e n c e o f t h e n e w i t e ma n d
c o n v i n c e t h e m o f t h e b e n e f i t s f l o w i n g f r o m i t s u s e . Wh e n
p r i ma r y d e ma n d h a s b e e n s t i mu l a t e d a n d c o m p e t i t o r s h a v e
entered the market, the advertising strategy may be to
s t i m u l a t e t h e s e l e c t i v e d e ma n d .
b) Selective Demand Stimulation: -T h i s d e m a n d i s f o r a p a r t i c u l a r
b r a n d s u c h a s C h a r m i n a r c i g a r e t t e s , S ur f d e t e rge n t p o w d e r, o r
Vima l f a b r i c s . To e s t a b l i s h a d i ffe r e n t i a l a d v a n t a g e a n d t o
a c q u i r e a n a c c e p t a b l e s o r t o f m a r k e t , s e l e c t i v e d e ma n d
a d v e r t i s i n g i s a t t e mp t e d . I t i s n o t t o s t i mu l a t e t h e d e m a n d f o r
t h e p r o d u c t o r s e r v i c e . Th e a d v e r t i s e r a t t e m p t s t o d i ffe r e n t i a t e
h i s br a n d a n d t o i n c r e a s e t h e t o t a l a m o u n t o f c o n s u m p t i o n o f
t h a t p r o d u c t . C o mp e t i t i v e a d v e r t i s i n g s t i m u l a t e s s e l e c t i v e
d e m a n d . I t ma y b e o f e i t h e r t h e d i r e c t or t h e i n d i r e c t t y p e .
II. Institutional Advertising
I n s t i t u t i o n a l Ad v e r t i s i n g m a y b e f o r ma t i v e , p e r s u a s i v e o r r e m i n d e r
o r i e n t e d i n c h a r a c t e r.I n s t i t u t i o n a l a d v e r t i s i n g i s u s e d e x t e n s i v e l y
d u r i n g p e r i o d s o f pr o d u c t s h o r t a g e s i n o r d er t o k e e p t h e n a me o f t h e
c o m p a n y b e f o r e t h e p u b l i c . I t a i ms a t b u i l d i n g f o r a f i r m a P o s i t i v e
p u b l i c i m a g e i n t h e e y e s o f s h a r e h o l d e r s , e mp l o y e e s , s u p p l i e r s ,
l e g i s l a t o r s , or t h e g e n er a l p u bl i c . Th i s s e l l s o n l y t h e n a m e a n d
p r e s t i g e o f t h e c o m p a n y. Th i s t y p e o f a d v e r t i s i n g i s u s e d f r e q u e n t l y
b y l a r ge c o m p a n i e s w h o s e p r o d u c t s a r e w e l l k n o w n . H M T o r D C M ,
17 | P a g e

f o r e x a mp l e , d o e s c o n s i d e r a b l e i n s t i t u t i o n a l a d v e r t i s i n g o f i t s n a m e ,
emphasizing the quality and research behind its
products.Institutional advertisements are at consumers or focus
t h e m u p o n o t h e r g r o u p s , s u c h a s v o t e r s , g o v er n m e n t o ffi c i a l s ,
s u p p l i e r s , f i n a n c i a l i n s t i t u t i o n s , e t c . I f i t i s e ffe c t i v e , t h e
t a r ge t g r o u p s w i l l r e s p o n d w i t h g o o d w i l l t o w a r d s , a n d c o n f i d e n c e i n
t h e s p o n s o r. I t i s a l s o a u s e f u l me t h o d o r i nt r o d u c i n g s a l e s p e r s o n s
a n d n e w pr o d u c t t o c o n s u m e r s . I t d o e s n o t a t t e m p t t o s e l l
a p a r t i c u l a r pr o d u c t ; i t b e n e f i t s t h e o rga n i z a t i o n a s
a w h o l e . I t n o t i f i e s t h e c o n s u m e r s t h a t t h e c o mp a ny i s a r e s p o n s i b l e
business entity and is patriotic; that its management takes
ecologically responsible
a c t i o n , i s a n a ffa i r- m o t i v e a c t i o n e m p l o y er, s u p p o r t s t h e s o c i a l i s t i c
p a t t e r n o f s o c i e t y o r p r o v i d e s e m p l oy m e n t o p p o r t u n i t i e s i n
t h e c o m mu n i t y. Wh e n I n d i a n O i l a d v e r t i s e m e n t s d e s c r i b e t h e
c o m p a n y s g e n e r a l a c t i v i t i e s , s u c h a s p u b l i c s e r v i c e w o r k , t h i s m a y
b e r e f e r r e d t o a s i n s t i t u t i o n a l a d v e r t i s i n g b e c a u s e i t i s i nt e n d e d
to build an overall favorable attitude towards the company and
i t s f a m i l y o f p r o d u c t s . H M T o n c e t o l d t h e s t o r y o f t h e s ma l l - s c a l e
i n d u s t r i e s s u p p l y i n g i t w i t h c o mp o n e n t p a r t s , t h u s i n d i c a t i n g h o w i t
a i d e d t h e d e v e l o p me n t o f a n c i l l ar y i n d u s t r i e s .
III.Product Advertising
M o s t a d v e r t i s i n g i s pr o d u c t a d v e r t i s i n g , d e s i g n e d t o p r o mo t e t h e
s a l e o r r e p u t a t i o n o f a p a r t i c u l a r pr o d u c t o r s e r v i c e t h a t t h e
o r ga n i z a t i o n s e l l s . I n d a n e s C o o k i n g G a s i s a c a s e i n p o i n t . T h e
m a r k e t e r m a y u s e s u c h p r o mo t i o n t o g e n er a t e e x p o s u r e a t t e n t i o n ,
c o m p r e h e n s i o n , a t t i t u d e c h a n g e o r a c t i o n f o r a n o ffe r i n g . I t d e a l s
w i t h t h e n o n - p e r s o n a l s e l l i n g o f a p a r t i c u l a r g o o d or s e r v i c e . I t i s
o f t hr e e t y p e s a s f o l l o w s : I n f o r m a t i v e P r o d u c t Ad v e r t i s i n g
P e r s u a s i v e P r o d u c t Ad v e r t i s i n g
R e m i n d e r-O r i e n t e d P r o d u c t Ad v e r t i s i n g
a) Informative Product Advertising: - T h i s f o r m o f a d v e r t i s i n g t e n d s t o
c h a r a c t e r i z e t h e pr o m o t i o n o f a ny n e w t y p e o f pr o d u c t t o
develop an initial demand. It is usually done in the
18 | P a g e

i n t r o d u c t or y s t a g e s o f t h e p r o d u c t l i f e c y c l e . I t w a s t h e or i g i n a l
approach to advertising.
b) Persuasive Product Advertising: - P er s u a s i v e pr o d u c t a d v e r t i s i n g i s
t o d e v e l o p d e m a n d f o r a p a r t i c u l a r pr o d u c t o r br a n d . I t i s a
t y p e o f p r o mo t i o n u s e d i n t h e g r o w t h p er i o d a n d , t o s o m e
e x t e n t , i n t h e m a t u r i t y p e r i o d o f t h e p r o d u c t l i f e cy c l e .
c) Reminder-Oriented Product Advertising: -T h e g o a l o f t h i s t y p e o f
a d v e r t i s i n g i s t o r ei n f o r c e p r e v i o u s p r o mo t i o n a l a c t i v i t y
b y k e e p i n g t h e br a n d n a m e i n f r o n t o f t h e p u bl i c . I t i s u s e d i n
the maturity period as well asthroughout the declining phase
of the product life cycle.
IV.Advertising based on Product Life Cycle
It is classified as follow:
C o n s u me r Ad v e r t i s i n g
Industrial Advertising
a) Consumer Advertising: -M o s t o f t h e c o n s u m e r g o o d s pr o d u c e r s
engage in consumer product advertising.Marketers of
p h a r ma c e u t i c a l s , c o s m e t i c s , s c o o t e r s , d e t e r ge n t s a n d s o a p s ,
c i g a r e t t e s a n d a l c o h o l i c b e v e r a g e s a r e e x a mp l e s . B a r i n g a f e w,
a l l t h e s e p r o d u c t s a r e a l l p a c k a g e g o o d s t h a t t h e c o n s u me r w i l l
o f t e n b u y d u r i n g t h e y e a r. Th e r e i s a h e a v y c o mp e t i t i o n a mo n g
the advertisers to establishan advantage for their particular
brand.
b) Industrial Advertising: - I n d u s t r i a l e x e c u t i v e s h a v e l i t t l e
c o n f i d e n c e i n a d v e r t i s i n g . Th e y r e l y o n t h i s f o r m o f pr o m o t i o n
m e r e l y o u t o f f e a r t h a t t h e i r c o mp e t i t or s m a y b e n e f i t i f t h e y
s t o p t h e i r a d v e r t i s i n g e ffo r t s . Th e t a s k o f t h e i n d u s t r i a l
a d v e r t i s e r i s c o mp l i c a t e d b y t h e m u l t i p l e b uy i n g
influencecharacteristics like, the derived demand, etc.
The objectives vary according to the firm and thesituation.
T h ey a r e :
To i n f o r m ,
To b r i n g i n o r d e r s ,
19 | P a g e

To i n d u c e i n q u i r i e s ,
To g e t t h e a d v e r t i s e r s n a me o n t h e b uy e r s l i s t o f s o u r c e s ,
To p r o v i d e s u p p o r t f o r t h e s a l e s ma n ,
To r e d u c e s e l l i n g c o s t s ,
To h e l p g e t i t e m s i n t h e n e w s c o l u mn o f a p u b l i c a t i o n ,
To e s t a b l i s h r e c o g n i t i o n f o r t h e f i r m o r i t s p r o d u c t ,
To m o t i v a t e d i s t r i b u t or s ,
To r e c o g n i t i o n f o r t h e f i r m o r i t s p r o d u c t s ,
To m o t i v a t e d i s t r i b u t or s , t o c r e a t e o r c h a n g e a c o m p a n y s
image,
To c r e a t e o r c h a n g e a b u y e r s a t t i t u d e , a n d t h e b a s i c a p p e a l s
t e n d t o i n c r e a s e t h e r u p e e p r o f i t s o f t h e b u y er o r h e l p i n
a c h i e v i n g h i s n o n - m o n e t a r y o b j e c t i v e s . Tra d e j o ur n a l s a r e t h e
media most generally used followed bycatalogues, direct mail
c o m mu n i c a t i o n , e x h i b i t s , a n d g e n e r a l m a n a g e me n t p u b l i c a t i o n
s . Ad v e r t i s i n g a g e n c i e s a r e m u c h l e s s u s e f u l i n i n d u s t r i a l
advertising.
5. Trade Advertising
It is classified as follow:
R e t a i l Ad v e r t i s i n g
W h o l e s a l e Ad v e r t i s i n g
a) Retail Advertising: - T h i s m a y b e d e f i n e d a s c o v e r i n g a l l
advertising by the stores that sell goods directly tothe
c o n s u m i n g p u b l i c . I t i n c l u d e s , a l s o a d v er t i s i n g by
e s t a b l i s h me n t s t h a t s e l l s e r v i c e s t o t h e p u b l i c , s u c h a s b e a u t y
s h o p s , p e t r o l p u mp s a n d b a n k s . Ad v e r t i s i n g a g e n c i e s ar e
r a r e l y u s e d . Th e s t o r e p e r s o n n e l a r e u s u a l l y g i v e n t h i s
r e s p o n s i b i l i t y a s a n a d d e d t a s k t o b e p e r f o r me d , t o g e t h e r w i t h
t h e i r n or m a l f u n c t i o n s . Th e r e s u l t i s t h a t a d v e r t i s i n g i s o f t e n
relegated to a secondary position in a retail store. One aspect
of retail advertising is co-operative advertising. It refers
t o a d v e r t i s i n g c o s t s b e t w e e n r e t a i l er s a n d m a n u f a c t u r er s . Fr o m
t h e r e t a i l e r s p o i n t o f v i e w, c o- o p e r a t i v e a d v e r t i s i n g p er m i t s a
store to secure additional advertising that would not
otherwisehave been available.
20 | P a g e

b) Wholesale Advertising: - W h o l e s a l e r s a r e , g e n e r a l l y, n o t
a d v e r t i s i n g m i n d e d , e i t h e r f o r t h e m s e l v e s or f o r
t h e i r s u p p l i e r s . Th e y w o u l d b e n e f i t f r o m a d o p t i n g s o me o f t h e
i m a g e - m a k i n g t e c h n i q u e s u s e d by r e t a i l e r s t h e n e e d f o r
d e v e l o p i n g a n o v er a l l p r o mo t i o n a l s t r a t e g y. Th ey a l s o n e e d t o
m a k e a gr e a t e r u s e o f s u p p l i e r pr o m o t i o n m a t e r i a l s a n d
p r o gr a m s i n a w a y a d v a n t a g e o u s t o t h e m.

6. Advertising based on Area of Operation

It

is classified as follow:
N a t i o n a l Ad v er t i s i n g
B . R e g i o n a l Ad v e r t i s i n g
C . L o c a l Ad v er t i s i n g
a) National advertising: - I t i s pr a c t i c e d by m a n y f i r m s i n o ur
c o u n t r y. I t e n c o u r a g e s t h e c o n s u m e r t o b u y t h e i r p r o d u c t
w h e r e v e r t h ey a r e s o l d . M o s t n a t i o n a l a d v er t i s e m e n t s
c o n c e n t r a t e o n t h e o v er a l l i m a g e a n d d e s i r a b i l i t y o f t h e
p r o d u c t . Th e f a mo u s n a t i o n a l a d v er t i s e r s a r e : H i n d u s t a n
LeversDCMITCJay EngineeringTISCO
b) Regional advertising: - I t i s g e o g r a p h i c a l a l t e r n a t i v e f o r
o r ga n i z a t i o n s . F o r e x a mp l e , Amr i t Van a s p a t i b a s e d i n R a j p u r a
claims to be the leading hydrogenated oil producer in the
P u n j a b . B u t , u nt i l r e c e n t l y, i t ma i n l y c o n f i n e d i t s e l f t o o n e o f
t h e v e g e t a b l e o i l br a n d s d i s t r i b u t i o n t o M a l i h a b a d d i s t r i c t
( i n U . P. n e a r L u c k n o w) .
c) Local advertising: - I t i s g e n e r a l l y d o n e by r e t a i l er s r a t h er t h a n
m a n u f a c t u r e r s . Th e s e a d v e r t i s e m e n t s s a v e t h e c u s t o m e r t i me
a n d m o n e y by p a s s i n g a l o n g s p e c i f i c i n f o r m a t i o n a b o u t
p r o d u c t s , p r i c e s , l o c a t i o n , a n d s o o n . R e t a i l e r a d v e r t i s e me n t s
u s u a l l y pr o v i d e s p e c i f i c g o o d s s a l e s d ur i n g w e e k e n d s
invarious sectors.

21 | P a g e

7. Advertising According to Medium

T h e m o s t c o m mo n c l a s s i f i c a t i o n o f a d v e r t i s i n g i s by t h e m e d i u m
u s e d . F or e x a m p l e : TV, r a d i o , m a g a z i n e , o u t d o or, b u s i n e s s
periodical, newspaper and
d i r e c t m a i l a d v e r t i s i n g . T h i s c l a s s i f i c a t i o n i s s o c o m mo n i n u s e t h a t
i t i s m e n t i o n e d h er e o nl y f o r t h e s a k e o f c o m p l e t e n e s s .

IMPACT OF ADVERTISEMENT
A d v e r t i s i n g h a s a n i mp o r t a n t e ffe c t o n a c o u n t r y s e c o n o my, s o c i e t y
, c u l t u r e , a n d p o l i t i c a l s y s t e m. Th i s i s e s p e c i a l l y t r u e i n t h e U n i t e d
S t a t e s w h e r e t h e a d v e r t i s i n g i n d u s t r y p l ay s s u c h a pr o mi n e n t r o l e .
1 . E c o n o m i c I m p a c t : - Most economists believe that
a d v e r t i s i n g h a s a p o s i t i v e i mp a c t o n t h e e c o n o my b e c a u s e i t
s t i m u l a t e s d e m a n d f o r pr o d u c t s a n d s e r v i c e s , s t r e n g t h e n i n g t h e
e c o n o my by pr o m o t i n g t h e s a l e o f g o o d s a n d s e r v i c e s .
Manufacturers know that advertising can help ell a new
p r o d u c t q u i c k l y, e n a b l i n g t h e m t o r e c o u p t h e c o s t s o f
d e v e l o p i n g n e w pr o d u c t s . By s t i m u l a t i n g t h e d e v e l o p me n t o f
n e w pr o d u c t s , a d v e r t i s i n g h e l p s i n c r e a s e c o mp e t i t i o n . M a n y
e c o n o m i s t s b e l i e v e t h a t i n cr e a s e d c o m p e t i t i o n l e a d s t o l o w e r
p r i c e s , t h e r e b y b e n e f i t i n g c o n s u m e r s a n d t h e e c o n o my a s a
w h o l e . Th e s e e c o n o m i s t s a l s o a r gu e t h a t b y i n t e r e s t i n g
consumers in purchasing goods, advertising enables
m a n u f a c t u r e r s a n d o t h e r s t o s e l l t h e i r p r o d u c t s i n l a rge r
q u a n t i t i e s . Th e i n c r e a s e d v o l u me o f s a l e s e n a b l e s c o m p a n i e s t o
produce individual units at lower costs and therefore, sell
t h e m a t a l o w e r p r i c e . Ad v e r t i s i n g t h u s b e n e f i t s c o n s u m e r s by
h e l p i n g l o w e r p r i c e s . O t h e r e c o n o m i s t s , h o w e v e r, b e l i e v e t h a t
a d v e r t i s i n g i s w a s t e f u l . Th e y a rgu e t h a t t h e c o s t o f a d v e r t i s i n g
adds to the cost of goods and that most advertising
s i m p l y e n c o u r a g e s c o n s u me r s t o b u y o n e b r a n d r a t h e r t h a n
a n o t h e r. Ac c o r d i n g t o t h i s v i e w,a d v e r t i s i n g s i mp l y m o v e s s a l e s
22 | P a g e

f r o m o n e c o mp a n y t o a n o t h e r, r a t h er t h a n i n c r e a s i n g
s a l e s o v e r a l l a n d t h e r e b y b e n e f i t i n g t h e e c o n o my a s a w h o l e .
2. S o c i a l I m p a c t : - Advertising can have wide ranging
r e p e r c u s s i o n s o n a s o c i e t y. S o me c r i t i c s s u g g e s t t h a t
a d v e r t i s i n g p r o mo t e s a m a t e r i a l i s t i c w ay o f l i f e by l e a d i n g
people to believethat happiness is achieved by purchasing
p r o d u c t s . Th e y a rgu e t h a t a d v e r t i s i n g c r e a t e s a c o n s u m e r
c u l t u r e i n w h i c h b uy i n g e x c i t i n g n e w pr o d u c t s b e c o me s
the foundation of thesociety's values, pleasures, and
g o a l s . O t h e r cr i t i c s e x p r e s s c o n c e r n o v e r t h e w ay a d v e r t i s i n g
h a s a ffe c t e d w o m e n a n dr a c i a l mi n o r i t y g r o u p s . Ad s i n t h e
1 9 5 0 s d e p i c t e d w o m e n p r i ma r i l y a s d e c o r a t i o n o r s e x o b j e c t s .
A l t h o u g h m i l l i o n s o f w o me n w o r k e d o u t s i d e t h e
h o m e i n t h e 1 9 6 0 s , a d s c o n t i n u e d t o f o c u s o n t h e i r r o l e a s h o me
m a k e r s . W h e t h e r o w i n g t o t h e f e m i n i s t m o v e m e n t or t o
w o m e n ' s i n c r e a s i n g e c o n o mi c p o w e r, a f t e r t h e 1 9 6 0 s i t b e c a m e
m o r e c o m m o n t o s e e w o me n d e p i c t e d i n p r o f e s s i o n a l r o l e s .
H o w e v e r, m a n y a d s t o d a y s t i l l e mp h a s i z e a w o m a n s s e x u a l i t y.
The way advertising has depicted racial minorities has also
b e e n h ar m f u l . P r i o r t o 1 9 6 0 , Af r i c a n Ame r i c a n s w e r e u s u a l l y
shown in a subordinate position. Due to the influence of the
c i v i l r i g h t s m o v e me n t , h o w e v e r, a d v er t i s e r s b y t h e 1 9 8 0 s h a d
b e g u n t o d e p i c t Af r i c a n Am e r i c a n s a s s t u d e n t s , pr o f e s s i o n a l s ,
o r b u s i n e s s p e o p l e . H o w e v e r, m a ny Af r i c a n Am e r i c a n
o r ga n i z a t i o n s a n d c o m mu n i t y a c t i v i s t s c o n t i n u e t o o b j e c t t o
the way that alcohol and
t o b a c c o c o mp a n i e s h a v e s e e mi n g l y t a rge t e d l o w - i n c o me
m i n o r i t y c o m m u n i t i e s w i t h a h e a v y pr e p o n d e r a n c e o f o u t d o o r
advertising for their products.
A s a d s h a v e b e g u n t o mo r e f u l l y r e f l e c t t h e l i v e s o f w o me n a n d
A f r i c a n Ame r i c a n s i n t h e U n i t e d St a t e s , i n c r e a s i n g a t t e n t i o n
has been paid to the way in which advertising shows other
e t h n i c g r o u p s , i n c l u d i n g H i s p a n i c s , As i a n s , N a t i v e
A m e r i c a n s , a n d E a s t e r n E u r o p e a n s . Th e r e i s s t i l l c o n s i d e r a b l e
d e b a t e o v er h o w a d v er t i s i n g i n f l u e n c e s p u b l i c p e r c e p t i o n o f
g e n d e r a n d o f p a r t i c u l ar e t h n i c gr o u p s . A d v e r t i s i n g h a s a m a j o r
s o c i a l i mp a c t b y h e l p i n g s u s t a i n m a s s c o m mu n i c a t i o n s m e d i a
and making them relatively inexpensive, if not free, to the
public.
Newspapers,magazines,radio,andbroadcasttelevisionallreceivet
23 | P a g e

h e i r pr i m a r y i n c o m e f r o m a d v e r t i s i n g . Wit h o u t a d v e r t i s i n g ,
m a ny o f t h e s e f o r m s o f m a s s c o m mu n i c a t i o n m i g h t n o t e x i s t t o
t h e e x t e n t t h a t t h e y d o t o d ay, or t h e y mi g h t b e c o n s i d e r a b l y
m o r e e x p e n s i v e , o ffe r l e s s v a r i e t y, o r e v e n b e s u b j e c t t o
g o v e r n me n t c o n t r o l t hr o u g h s u b s i d i e s . I n - d e p t h
n e w s p r o gr a m s , a d i v e r s i t y o f m a g a z i n e s , a n d f r e e
e n t e r t a i n m e n t m i g h t n o l o n g e r b e w i d e l y a v a i l a b l e . A t t h e s a me
t i m e , h o w e v e r, s o me c r i t i c s w a r n t h a t b e c a u s e a d v e r t i s i n g
plays sucha major economic role, it may exercise undue
i n f l u e n c e o n t h e n e w s m e d i a a n d t h e r e b y c ur t a i l t h e f r e e f l o w
o f i n f o r m a t i o n i n a f r e e s o c i e t y. R e p o r t e r s a n d e d i t or s , f o r
example,may be hesitant to develop a news story that
c r i t i c i z e s a m a j o r a d v e r t i s e r. As a r e s u l t , s o c i e t y m i g h t n o t b e
a l e r t e d t o h a r mf u l o r p o t e n t i a l l y h a r mf u l c o n d u c t b y t h e
a d v e r t i s e r.M o s t m e mb e r s o f t h e n e w s m e d i a d e n y t h a t pr e s s u r e
f r o m a n a d v e r t i s e r pr e v e n t s t h e m f r o m p u r s u i n g n e w s s t o r i e s
i n v o l v i n g t h a t a d v e r t i s e r, b u t s o m e m e m b e r s o f t h e
mediaacknowledge that they might not be inclined to
i n v e s t i g a t e a n i s s u e a g g r e s s i v e l y i f i t t hr e a t e n e d t o o ffe n d a
m a j o r a d v e r t i s e r.A d v e r t i s e r s m a y a ffe c t m e d i a p r o gr a m mi n g i n
o t h e r w ay s , t o o , cr i t i c s c h a r ge .
F o r e x a mp l e , c o mp a n i e s t h a t s p o n s o r TV
p r o gr a m s p r e f e r r e l a t i v e l y w h o l e s o m e , n o c o n t r o v er s i a l
p r o gr a m mi n g t o a v o i d o ffe n d i n g a m a s s a u d i e n c e . Th i s
p r e f e r e n c e c a u s e s TV n e t w o r k s t o e m p h a s i z e t h i s t y p e o f
p r o gr a m mi n g . Th e r e s u l t i s t h a t s o c i e t y m a y b e d e n i e d t h e
b e n e f i t s o f b e i n g a b l e t o vi e w c h a l l e n g i n g o r
h i g h l y o r i g i n a l e n t e r t a i n me n t pr o g r a ms o r n e w s pr o g r a ms o n
controversial issues. Because advertisersare especially
i n t e r e s t e d i n a t t r a c t i n g t h e 1 8 t o 3 4 y e ar o l d s w h o a c c o u n t f o r
m o s t c o n s u me r s p e n d i n g , t e l e v i s i o n s h o w s a r e o f t e n
developed with this audience in mind. If the ratings show that
a p r o g r a m i s n o t a t t r a c t i n g l a rge a u d i e n c e s , p a r t i c u l a r l y a mo n g
1 8 t o 3 4 y e ar o l d s , a d v e r t i s e r s o f t e n w i t h dr a w s u p p o r t , w h i c h
c a u s e s a p r o gr a m t o b e c a n c e l e d . A s a r e s u l t , s h o w s t h a t a r e
m o r e l i k e l y t o i n t er e s t a n d t o b e o f v a l u e t o o l d e r a u d i e n c e s
a r e n o t p r o d u c e d . T h e i mp a c t o f t e l e v i s i o n o n y ou n g c h i l d r e n
has received much attention. Researchsuggests that children
see television advertising as just another form of programming
andreact uncritically to its messages, which makes them
especially vulnerable to advertising.There is also concern
24 | P a g e

about the way in which adolescent girls respond to advertising

thatfeatures beautiful, thin models. Research indicates that
m a ny a d o l e s c e n t g i r l s a r e u n d u l y i n f l u e n c e d b y t h i s s t a n d a r d o f
b e a u t y, b e c o m e d i s s a t i s f i e d w i t h t h e i r o w n b o d i e s , a n d m a y
d e v e l o p e a t i n g d i s o r d er s i n p ur s u i t o f a t hi n f i g u r e . N e w
research suggests thatadolescent boys are also being
i n f l u e n c e d b y a d v e r t i s i n g i m a g e s o f b u l k e d - u p , b u ffe d b o di e s .
A s a r e s u l t , m a ny b e c o m e d i s s a t i s f i e d w i t h t h e i r o w n b o d y
i m a g e , d e v o t e l a rge a mo u n t s o f t i me t o w e i g h t l i f t i n g , a n d m a y
e v e n t a k e dr u g s t h a t h a v e h a r m f u l s i d e e ffe c t s i n or d e r t o
d e v e l o p mo r e m u s c l e . Th o s e o v er t h e a g e o f 6 0 a r e t h o u g h t t o
b e l e s s i n f l u e n c e d by a d v e r t i s i n g , b u t s o me e l d e r l y p e o p l e n o
longer process messages as easilyas younger people, making
them more susceptible to questionable advertising claims.
3 . P o l i t i c a l I m p a c t : - A d v e r t i s i n g i s n o w a m a j o r c o mp o n e n t
o f p o l i t i c a l c a mp a i g n s a n d t h e r e f o r e h a s a b i g i n f l u e n c e o n t h e
d e m o c r a t i c p r o c e s s i t s e l f . I n 1 9 9 8 m o r e t h a n $ 4 6 7 mi l l i o n w a s
s p e n t o n e l e c t i o n c a m p a i g n s i n t h e U n i t e d S t a t e s . Th a t a mo u n t
o f s p e n d i n g pl a c e d p o l i t i c a l a d v e r t i s i n g i n t h e r a n k s o f t h e
c o u n t r y s 3 0 l e a d i n g a d v e r t i s e r s t h a t y e a r. P o l i t i c a l a d v e r t i s i n g
i s a r e l a t i v e l y n e w d e v e l o p me n t i n U . S . h i s t o r y. Ad v e r t i s i n g
professionals did not become involved in electoral campaigns
u n t i l t h e 1 9 5 0 s . B u t s i n c e t h e n , p o l i t i c a l a d v e r t i s i n g h a s gr o w n
i n s o p h i s t i c a t i o n a n d c o m p l e x i t y. P o l i t i c a l a d v e r t i s i n g e n a b l e s
c a n d i d a t e s t o c o n v e y t h e i r p o s i t i o n s o n i mp o r t a n t i s s u e s a n d t o
a c q u a i n t v o t er s w i t h t h e i r a c c o m p l i s h me n t s a n d p er s o n a l i t i e s .
Tel e v i s i o n a d v e r t i s i n g i s e s p e c i a l l y e ffe c t i v e f o r c a n d i d a t e s
r u n n i n g f o r n a t i o n a l o r s t a t e w i d e o ffi c e b e c a u s e i t c a n r e a c h
so many people at once. Candidates can also use advertising
t o r e s p o n d e ffe c t i v e l y t o t h e c h a rge s o f t h e i r o p p o n e n t s . Var i o u s
c a m p a i g n f i n a n c e r e f o r m pr o p o s a l s , h o w e v e r, h a v e t r i e d t o
a d d r e s s t h e i m p a c t o f t e l e v i s i o n a d v er t i s i n g o n p o l i t i c a l
campaigning. Because of the high cost of television ads, the
c o s t s o f p o l i t i c a l c a mp a i g n s h a v e s k y r o c k e t e d , m a k i n g i t
n e c e s s a r y f o r c a n d i d a t e s t o r ai s e m o n ey c o n t i n u a l l y, e v e n a f t e r
t h e y h a v e b e e n e l e c t e d t o o ffi c e . C r i t i c s s a y t h i s f a c t o r
j e o p a r d i z e s t h e d e mo c r a t i c p r o c e s s by m a k i n g e l e c t e d o ffi c i a l s
b e h o l d e n t o w e a l t h y c o n t r i b u t o r s a n d by m a k i n g i t m o r e l i k e l y
t h a t o n l y t h e w e a l t h y w i l l r u n f o r o ffi c e . S o m e r e f o r m
p r o p o s a l s h a v e c a l l e d f o r f r e e a i r t i me , b u t t e l e v i s i o n a n d
25 | P a g e

radionetworks have resisted this idea.Critics of political

a d v e r t i s i n g a l s o c h a r ge t h a t t h e 3 0- s e c o n d t e l e v i s i o n s p o t
h a s b e c o me m o r e i mp o r t a n t t o a p o l i t i c a l c a m p a i g n t h a n a
t h o r o u g h d i s c u s s i o n o f t h e i s s u e s . A s a r e s u l t , v o t e r s ar e
b o m b a r d e d w i t h i ma g e a d v e r t i s i n g r a t h e r t h a n b e i n g
a c q u a i n t e d w i t h t h e c a n d i d a t e s p o s i t i o n s .
T h ey c o n t e n d t h a t t h i s p r a c t i c e i s h a r m f u l t o g o o d g o v e r n me n t .
I s s u e s ar e s i m p l i f i e d , a n d c a n d i d a t e s ar e p a c k a g e d a n d s o l d
m u c h l i k e a c o n s u me r pr o d u c t , t h e r e b y d i s t o r t i n g t h e p o l i t i c a l
process.
4 . C u l t u r a l I m p a c t : - A d v e r t i s i n g c a n a ffe c t c u l t ur a l
values. Some advertising messages, for example,encourage
aggressive individualism, which may clash with the traditional
c u l t u r a l v a l u e s o f a c o u n t r y w h e r e t h e c o l l e c t i v e or g r o u p i s
emphasized over the individual or humilityor modesty is
p r e f e r r e d t o a g g r e s s i v e n e s s . Wit h t h e g l o b a l i z a t i o n o f t h e
w o r l d e c o n o my,mu l t i n a t i o n a l c o r p or a t i o n s o f t e n u s e t h e s a m e
a d v e r t i s i n g t o s e l l t o c o n s u m e r s ar o u n d t h e w o r l d . S o me c r i t i c s
a r gu e t h a t a d v e r t i s i n g m e s s a g e s a r e t h u s h e l p i n g t o b r e a k d o w n
d i s t i n c t c u l t ur a l d i ffe r e n c e s a n d t r a d i t i o n a l v a l u e s , c a u s i n g t h e
w o r l d t o b e c o me i n c r e a s i n g l y h o mo g e n e o u s . M a ny a d v e r t i s i n g
c a m p a i g n s , h o w e v e r, h a v e u n i v er s a l a p p e a l , o v e r r i d i n g
c u l t u r a l d i ffe r e n c e s , o r t h ey c o n t r i b u t e t o c u l t ur e i n a p o s i t i v e
w a y. H u m o r i n a d v e r t i s i n g h a s m a d e m a ny a d c a m p a i g n s w i d e l y
p o p u l a r, i n s o m e c a s e s a c h i e v i n g t h e s t a t u s o f f o l k l or e o r
t a k i n g o n n e w l i f e i n a n o t h e r a r e n a . F or e x a m p l e , a p o p u l a r a d
c a m p a i g n f o r a f a s t - f o o d c h a i n w i t h t h e s l o g a n W h e r e s t h e
b e e f? b e c a me p a r t o f t h e 1 9 8 0 D e mo c r a t i c pr e s i d e n t i a l
p r i ma r y c a mp a i g n b e t w e e n G a r y H a r t a n d Wal t e r M o n d a l e . Th e
a d r i d i c u l e d a c o m p e t i t o r by d e p i c t i n g a s m a l l h a mb u rge r p a t t y
d w a r f e d by a h u g e b u n . D u r i n g a p r i ma r y d e b a t e o n e o f t h e
candidates used the ad slogan to suggest that his
o p p o n e n t sc a m p a i g n l a c k e d s u b s t a n c e .
LITERATURE REVIEW

26 | P a g e

Advertisements tend to be highly informative & present the

c u s t o m e r w i t h a n u mb e r o f i mp o r t a n t p r o d u c t a t t r i b ut e s o r f e a t u r e s
that will lead to favorable attitudes and can be used as the basis for
a r a t i o n a l b r a n d pr e f e r e n c e . P e o pl e g e t i n f o r ma t i o n f r o m t h e
a d v e r t i s e m e n t t hr o u g h t h e a t t r a c t i v e n e s s i t h o l d s , t h e a t t e n t i o n i t
c r e a t e s a n d t h e a w a r e n e s s i t g i v e s . ( Ar e n s , 1 9 9 6)
T h e r o l e o f a d v e r t i s e m e n t c h a n g e s u n t o w h a t t h e o rga n i z a t i o n w a n t s
t h e m t o d o . An o r ga n i z a t i o n u s e t h e a d v er t i s i n g t o h e l p t h e m
s u r v i v e f r o m t h e i mp a c t s o f e c o n o mi c t r e n d s . S t i l l , t h e e c o n o m i s t s
v i e w s t h a t t h e a d v e r t i s i n g p l a y s a s i g n i f i c a n t e ffe c t o n t h e
c o n s u m e r b e h a v i or a n d i n a l o n g pr o c e s s , t h e a d v e r t i s i n g c a n l e a d
t h e o r ga n i z a t i o n t o c o mp e t i t i o n . B a s e d o n t h e u n d e r s t a n d i n g
r e g a r d i n g t h e a d v e r t i s i n g , t h e a p p r o a c h r o o t e d i n t h e o rga n i z a t i o n s
s e a r c h f o r t h e r i g h t a n s w e r o n t h e e ffe c t s o f t h e c o mp e t i t i o n .
C o n s e q u e n t l y, t h e a c c e p t e d b a s i c r o l e o f t h e a d v e r t i s i n g i s t o
provide the consumers with the right amount of information
r e g a r d i n g t h e pr o d u c t o r s e r v i c e s , w h i c h i s r e l a t e d t o t h e o bj e c t i v e
of the competition and that is to deliver the consumer satisfaction.
I n t h i s v i e w, t h e l e v e l o f a d v e r t i s i n g a ffe c t s t h e c o n s u m e r w h o i s
t h e f o c u s o f t h e o r ga n i z a t i o n ( P a r k , 1 9 9 6 ) .
A d v e r t i s i n g i s a l s o a t y p e o f c o m mu n i c a t i o n . I t i s a c t u a l l y a v e r y
s t r u c t u r e d f o r m o f a p p l i e d c o m mu n i c a t i o n , e m p l oy i n g b o t h v e r b a l
a n d n o n - v e r b a l e l e me n t s t h a t ar e c o mp o s e d t o f i l l s p e c i f i c s p a c e
a n d t i m e d e t e r m i n e d b y s p o n s o r. E ffe c t i v e c o m m u n i c a t i o n t hr o u g h
a d v e r t i s e m e n t l e a d s t h e c o n s u me r s t o w a r d t h e p u r c h a s i n g o f b r a n d .
(Belch & Belch, 1998)
O n e k ey c o n c e r n f o r t h e a d v e r t i s e r i s w h e t h e r t h e a d v e r t i s e me n t o r
c o m me r c i a l c o n v e y s t h e m e a n i n g i n t e n d e d . Th e r e c e i v e r i s v i e w e d
as very active, involved participant in the communication process
w h o s e a b i l i t y a n d m o t i v a t i o n t o a t t e n d , c o mp r e h e n d a n d e v a l u a t e
m e s s a g e s a r e h i g h . I f t h e c o n s u me r or t h e a u d i e n c e g e t s t h e
message and understand it as the advertiser has it in mind, it is a
g r e a t s u c c e s s f o r t h e a d v e r t i s e r. Th a t u n d e r s t a n d i n g l e a d s t h e
p e r s o n t o p r e f e r a n d p ur c h a s e t h e b r a n d . ( C l o w & B a c k , 2 0 0 2)
D e f i n i t e l y, t h e m a r k e t i n g a c t i v i t y s u c h a s a d v e r t i s i n g a ffe c t s b o t h
i n t e r n a l a n d e x t e r n a l b e h a v i o r o f t h e c o n s u me r. M o s t e s p e c i a l l y, t h e
27 | P a g e

c o n s u m e r s p e r c e p t i o n s ar e i n f l u e n c e t h r o u g h t h e e x p o s u r e s u c h a s
s e e i n g a n a d v e r t i s e m e n t ; a t t e n t i o n w h i c h m e a n s t h a t t h e c o n s u me r
r e c o g n i z e s t h e a d v e r t i s e m e n t ; a w a r e n e s s w h i c h i s c o m mo n i f t h e
a d v e r t i s e m e n t i n v o l v e s s o m e h u mo r ; a n d t h e r e t e n t i o n t h a t k e e p s o r
s t a y s i n t h e m i n d o f t h e c o n s u m e r ( C h e n a n d L e e 2 0 0 5) .
Ad v e r t i s e m e n t s a l s o a ffe c t t h e k n o w l e d g e by g i vi n g i n f o r ma t i o n ,
a t t i t u d e , p e r s o n a l i t y, l i f e s t y l e s o f t h e c o n s u m e r s , a n d t h e c u l t u r e o f
t h e c o n s u me r. Th e c o n c e p t o f a d v e r t i s i n g m a k e s i t p o s s i b l e t o
i n v o l v e t h e c o n s u me r s w h i c h g r e a t l y a ffe c t t h e b uy i n g d e c i s i o n s o f
t h e c o n s u me r s ( Tsa i , L i a n g , a n d L i u , 2 0 0 7 ) .
B a s e d o n t h e a b o v e l i t er a t u r e b a c k g r o u n d t h e f o l l o w i n g c o n c e p t u a l
f r a m e w o r k d e v e l o p e d f o r t h e r e s e a r c h p ur p o s e
RESEARCH METHODOLOGY AND RESEARCH DESIGN
Methodology
M e t h o d o l o g y i s g e n e r a l l y a g u i d e l i n e sy s t e m f o r s o l v i n g a p r o b l e m
w i t h s p e c i f i c c o mp o n e n t s u c h a s p h a s e s , t a s k s , m e t h o d s , t e c h n i q u e s
and tools. It can be defined also as follows:
1. The analysis of the principles of methods, rules and postulates
e m p l oy e d by a d i s c i p l i n e .
2 . T h e s y s t e ma t i c s t u d y o f m e t h o d s t h a t a r e , c a n b e , o r h a v e b e e n
applied with in a discipline.
3 . T h e s t u d y or d e s c r i p t i o n o f m e t h o d s .
M e t h o d o l o g y c a n p r o p e r l y r e f e r t o t h e t h e or e t i c a l a n a l y s i s o f t h e
m e t h o d s a p p r o pr i a t e m e t h o d , a p p r o p r i a t e t o a f i e l d o f s t u d y or t o
t h e b o d y o f m e t h o d s a n d pr i n c i p l e s p a r t i c u l ar t o a b r a n c h o f
knowledge. In this sense one may speak of objection to the
m e t h o d o l o gy o f a g e o g r a p h i c s u r v e y ( t h a t i s o b j e c t i o n s , d e a l i n g
with the appropriateness of the method used) or the methodology of
m o d e r n c o g n i t i v e p s y c h o l o gy ( t h a t i s t h e pr i n c i p l e s a n d p r a c t i c e s
t h a t u n d e r l i e r e s e a r c h i n t h e f i e l d ) . I n t h e r e c e n t y e ar s h o w e v e r,
m e t h o d o l o gy h a s b e e n i n c r e a s i n g l y u s e d a s a p r e t e n t i o u s s u b s t i t u t e
for method in scientific and technical context, as in the oil
company have not yet decided on a methodology for restoring the
28 | P a g e

b e a c h e s . P e o p l e m a y h a v e t a k e n t o t h i s pr a c t i c e by i n f e r e n c e o f t h e
adjective methodological to mean Pertaining to methods.
Methodological may have required this meaning because people had
a l r e a dy b e e n u s i n g t h e m o r e or d i n a r y a d j e c t i v e m e t h o d o l o g i c a l t o
m e a n or d e r l y s y s t e ma t i c . B u t t h e m i s u s e o f m e t h o d o l o g y o b s c u r e s
an important conceptual distinction between the tools of scientific
i n v e s t i g a t i o n a n d t h e p r i n c i p l e s t h a t d e t e r mi n e h o w s u c h t o o l s a r e
d e p l o y e d a n d i n t er p r e t e d .

Research Design
R e s e a r c h d e s i g n i s n e e d e d b e c a u s e i t f a c i l i t a t e t h e s mo o t h s a i l i n g
o f v a r i o u s r e s e a r c h o p e r a t i o n s , t h er e b y m a k i n g r e s e a r c h a s e ffi c i e n t
as possible yielding maximal information with expenditure of
e ffo r t s m o n ey a n d t i m e . I t s t a n d s f o r a d v a n c e p l a n n i n g o f t h e
methods to be adopted for collecting the relevant data and
techniques to be used in their analysis, keeping in view the
objectives of the researches .
Research Design of the Present Study
T h e p r e s e n t s t u d y i s d e s c r i p t i v e i n n a t ur e . D e s c r i p t i v e r e s e a r c h i s
d e s i g n e d t o o b t a i n p e r t i n e n t a n d pr e c i s e i n f o r m a t i o n c o n c e r n i n g t h e
e x i s t i n g s t a t u s o f p h e n o m e n o n a n d w h e n e v e r p o s s i b l e , t o dr a w v a l i d
g e n e r a l i z a t i o n f o r t h e f a c t s d i s c o v e r e d w i t h o ut m a k i n g a n y
i n t e r f e r e n c e s o r c o n t r ol o v e r t h e s i t u a t i o n .
Through this research, the investigator investigated the influence of
a d v e r t i s e m e n t o n c o n s u me r b e h a v i o r.
Research Methodology used in the present study
I n t h e p r e s e n t s t u d y t h e s a m p l e s u r v ey m e t h o d w a s e mp l o y e d w h i c h
w a s u s e d t o o b t a i n t h e i n f o r ma t i o n a b o u t a l a r ge a g g r e g a t e by
s e l e c t i n g a n d m e a s u r i n g a s a mp l e f r o m t h e p o p ul a t i o n o f t h e s t u d y.
Sampling Technique
F o r c o l l e c t i n g d a t a i n v e s t i g a t o r u s e d t h e r a n d o m s a mp l i n g . S a mp l e
c o l l e c t i n g f r o m t h e v ar i o u s a g e g r o u p s o f N C R .
29 | P a g e

Sample size
For this study investigator collected the data from 200 people.
Primary data:-Through questionnaire.
Secondary data:-Through internet
S a m p l e P roc e d u re: - R a n d o m s a m p l i n g
R e s e a rch d e s i g n : - Th e pr i m a r y d a t a a n d s e c o n d a r y d a t a w i l l b e
s t u d i e d a n d a n a l y z e d a p pr o p r i a t e l y a n d i n t e r pr e t e d t o e x t r a c t
c e r t a i n f a c t s . Wh e n e v e r n e c e s s a r y s t a t i s t i c a l t o ol s a n d f i n a n c i a l
t o o l s l i k e t a b u l a t i o n , gr a p h s e t c . w i l l b e u s e d t o pr e s e n t t h e f i n d i n g s
e ffe c t i v e l y

30 | P a g e

DATA ANALYSIS
1 . F r o m w h er e d i d y o u gHoarding;
e t t h e i5%
n f o r ma t i o n a b o u t v a r i o u s b r a n d s?
NewPaper; 13%

Radio; 5%

Internet; 20%

Television; 57%
NewPaper

Television

Internet

Radio

Hoarding

I n t e r pr e t a t i o n - M o s t o f t h e p e o p l e ar e g e t t i n g t h e i n f o r ma t i o n
r e g a r d i n g v ar i o u s br a n d s f r o m t e l e v i s i o n .
2 . I f y o u ar e s e a r c h i n g f o r i n f o r m a t i o n o f a b r a n d , w h i c h m e d i a
w i l l y ou l o o k t o?
PrintMedia; 7%
Words of Mouth; 13%

Other Media; 3%

Electronic Media; 77%

PrintMedia

Electronic Media

Other Media

Words of Mouth

I n t e r pr e t a t i o n - M o s t o f t h e p e o p l e ar e u s i n g t h e e l e c t r o n i c m e d i a
w h i l e s e a r c h i n g f o r t h e i n f o r m a t i o n f o r a br a n d .
31 | P a g e

3 . D o y ou r e l y o n a d v e r t i s e m e n t ?
Rarely; 7%
Yes; 27%

SomeTimes; 53%

Yes

No; 13%

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - M o s t o f t h e p e o p l e o n l y s o me t i me s r e l y o n
advertisement.
4 . D o y ou c h a n g e y o u r p er c e p t i o n o f a p r o d u c t b y j u s t s e e i n g t h e
advertisement?
Rarely; 13%

Yes; 13%

SomeTimes; 30%

No; 43%

Yes

32 | P a g e

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - M o s t o f t h e p e o p l e d o n t c h a n g e t h e i r p e r c e p t i o n by
just seeing the advertisement.
5 . D o y ou t h i n k a d v e r t i s e m e n t i s n e c e s s a r y f o r y o ur d e c i s i o n
m a k i n g?
Rarely; 7%
Yes; 23%

No; 13%
SomeTimes; 57%

Yes

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - S o me t i m e a d v e r t i s e me n t i s n e c e s s a r y f o r d e c i s i o n
m a k i n g a b o u t a pr o d u c t .
6 . W h a t a r e t h e f a c t o r s w h i c h i n f l u e n c e y o ur d e c i s i o n m a k i n g
p r o c e s s?

33 | P a g e

Opinion of Friend; 3%

Cost; 27%

Advertisement; 3%

Product Features; 67%

Product Features

Advertisement

Cost

Opinion of Friend

I n t e r pr e t a t i o n - P r o d u c t f e a t u r e s i n f l u e n c e t h e s a l e o f t h e p r o d u c t .
7 . W h a t d o y o u l o o k f o r i n a n a d v e r t i s e me n t ?
Price of Product; 3%

Quality; 30%

Benefits of the Product; 53%

Offers; 7%
Brand Endorser; 7%
Price of Product

Benefits of the Product

Offers

Quality

Brand Endorser

I n t e r pr e t a t i o n - B e n e f i t s o f t h e p r o d u c t i s t h e m a i n f e a t u r e o f
advertisement.
8 . D o y ou a p ur c h a s e a p r o d u c t j u s t b e c a u s e y o ur f a v o r i t e
c e l e b r i t y i s e n d or s i n g i t ?
34 | P a g e

Yes; 3%
Rarely; 7%
SomeTimes; 13%

No; 77%
Yes

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - C e l e b r i t y p r e s e n c e d o e s n t i n f l u e n c e t h e u s e r w h i l e
p u r c h a s i n g t h e pr o d u c t .
9 . W h a t a r e t h e f a c t o r s i n a n a d v er t i s e m e n t w h i c h w i l l m a k e y ou
c h a n g e y o ur b r a n d l o y a l t y?
Discounts; 7%
Benefits; 23%

New Features; 37%

Value for Money; 33%

Benefits

Value for Money

New Features

Discounts

I n t e r pr e t a t i o n - n e w f e a t u r e s o f a ny p r o d u c t c h a n g e t h e b r a n d
l o y a l t y.

35 | P a g e

10.
I f y o u h e a r t h e n a me o f a br a n d t h r o u g h a d v e r t i s e me n t ,
what do you recall?
Endorser;
3% 7%
Music;

TagLine; 33%

Product; 57%

Music

TagLine

Product

Endorser

I n t e r pr e t a t i o n - O n l y pr o d u c t i s t h e m a i n t h i n g w h i c h i s r e c a l l e d
t h r o u g h a ny a d v e r t i s e m e n t .
11. W h a t a r e t h e t h i n g s a c c o r d i n g t o y o u s h o u l d b e h i g h l i g h t e d i n
t h e a d v i s e me n t ?

Benefits; 37%

ProductFeature; 53%

TagLine; 3%
BrandName; 7%
Benefits

36 | P a g e

TagLine

BrandName

ProductFeature

I n t e r pr e t a t i o n - P r o d u c t f e a t u r e s s h o u l d b e h i g h l i g h t e d i n t h e
advertisement.
12.
d o?

I f pr o d u c t i s mi s i n t e r p r e t e d b y y o ur f r i e n d , w h a t w i l l y o u
Believe my friend; 7%

Refer Internet; 43%

Go with my view; 40%

Refer Advertisement; 10%

Believe my friend

Go with my view

Refer Advertisement

Refer Internet

I n t e r pr e t a t i o n - M o s t o f t h e p e o p l e r e f e r I n t e r n e t t o p u r c h a s e a
product or to remove misinterpretation.
13.
D o y ou p r e f e r g o i n g t o a n y s t o r e j u s t b y s e e i n g t h e o ffe r
o n h o a r d i n g a n d b a n n e r s?
Rarely; 3%

Yes; 14%

No; 17%

SomeTimes; 66%

Yes

37 | P a g e

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - H o a r d i n g s a n d b a n n e r s ar e a l s o p l a y i m p o r t a n t r o l e
i n t h e s a l e o f pr o d u c t .
14.
A f t e r y o ur e x p e r i e n c e a ny p r o d u c t , d o y o u s h a r e t h e
f e e d b a c k w i t h ot h e r s ( N e g a t i v e \ P o s i t i v e ) ?
Rarely; 2%

SomeTimes; 27%

No; 3%
Yes; 68%

Yes

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - M a n y p e o p l e c o n v ey t h e m e s s a g e a b o u t pr o d u c t .

15.

38 | P a g e

W h a t i s y o u r r e s p o n s e t o r e p e a t a d v e r t i s e m e n t o n TV ?

Positive; 37%

Get Irritating; 53%

Negative; 10%
Positive

Negative

Get Irritating

I n t e r pr e t a t i o n - R e p e t i t i o n o f a d v e r t i s e me n t i r r i t a t e s t h e p e r s o n .
16.

Rarely; 3%
Not Need; 20%

Very Important; 40%

SomeTimes; 37%
Very Important

SomeTimes

Not Need

Rarely

How
i m p o r t a n t i s m u s i c i n a n a d v e r t i s e me n t ?
I n t e r pr e t a t i o n - M u s i c i s a l s o i mp o r t a n t i n a d v e r t i s e m e n t t o r e c a l l
the brand name.

39 | P a g e

17.
D o y ou r e f e r G o o g l e s e a r c h b e f o r e m a k i n g p u r c h a s i n g
d e c i s i o n?
Rarely; 2%

Yes; 43%

SomeTimes; 41%

No; 13%

Yes

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - M o s t o f t h e p e o p l e o n l y s o me t i me s r e l y o n
advertisement
18.
W h a t a r e t h e a s p e c t s y o u l o o k f o r i n I n t er n e t f o r
i n f o r m a t i o n o n y ou r p r e f e r r e d b r a n d s?
Delivery Time; 7%

Price; 3%

Dealer Network; 17%

Product Feature; 73%

Product Feature

40 | P a g e

Dealer Network

Delivery Time

Price

I n t e r pr e t a t i o n - P r o d u c t f e a t u r e i s t h e p r e f e r r e d t o g e t t h e
i n f o r m a t i o n a b o u t a br a n d .
19.

D o e s t h e I n t er n e t a d v e r t i s e m e n t c r e a t e b r a n d a w a r e n e s s?
Rarely; 3%

SomeTimes; 30%

Yes; 63%
No; 3%

Yes

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - I n t e r n e t a d v e r t i s e m e n t h e l p s t o c r e a t e t h e a w a r e n e s s
a b o u t a br a n d .
20.
D o y ou t h i n k I n t e r n e t i s t h e m o s t r e l i a b l e s o u r c e o f
i n f o r m a t i o n a b o u t a n y pr o d u c t ?

41 | P a g e

Rarely; 3%

SomeTimes; 30%

Yes; 53%

No; 13%
Yes

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - M o s t o f t h e p e o p l e t h i n k s t h a t I n t er n e t i s t h e
reliable source of information.
21.
Which mode of advertisement is frequently used now a
d a y s?
Magazine;
Radio;
1% 1% 7%
NewPaper;

Television; 26%

Internet; 66%

NewPaper

Television

Internet

Radio

Magazine

I n t e r pr e t a t i o n - I n t e r n e t i s f r e q u e n t l y u s e d t o g e t t h e i n f o r ma t i o n
n o w a d ay s .
42 | P a g e

22.
D o e s t h e p r e s e n c e o f c e l e b r i t y i n a d v e r t i s e m e n t i mp a c t o n
t h e s a l e o f pr o d u c t ?
Rarely; 7%

Yes; 33%
SomeTimes; 27%

No; 33%
Yes

No

SomeTimes

Rarely

I n t e r pr e t a t i o n - S o me p e o p l e t h i n k s t h a t t h e p r e s e n c e o f c e l e b r i t y
a ffe c t t h e s a l e o f p r o d u c t a n d a n o t h e r d o n t t h i n k s o .
FINDINGS
A f t e r a n a l y s i s a n d i n t e r pr e t a t i o n f o l l o w i n g a r e t h e f i n d i n g
1 . Typ e s o f m e d i a ar e pr i n t m e d i a , e l e c t r o n i c m e d i a , p o s t e r a n d
hoarding.
2 . E l e c t r o ni c m e d i a m a i n l y t e l e v i s i o n a n d i n t e r n e t a d v e r t i s e m e n t
a ffe c t t h e b e h a v i or o f c o n s u m e r b e c a u s e t hr o u g h t h e s e t h ey g e t
m o r e i n f o r m a t i o n w h i c h h e l p s i n i n cr e a s e i n s a l e .
3. Through advertisement customers get more information about
t h e b r a n d a n d i t i s e a sy t o r e c a l l a b o u t t h e b r a n d f e a t u r e s a n d
benefits.
4. By forecasting the product feature an advertisement can be
m a d e mo r e e ffe c t i v e
LIMITATIONS
T h e m a r k e t i n g r e s e a r c h e r h a s t o f a c e c e r t a i n d i ffi c u l t i e s w h i l e h e
c a r r i e s o u t t h e r e s e a r c h w or k . H e k n o w s t h e l i mi t a t i o n b e f o r e h a n d ,
43 | P a g e

u n c o n t r o l l a b l e a n d o t h e r s a r e c o n t r o l l a b l e . S o me i mp o r t a n t
l i mi t a t i o n s , w h i c h ar e f a c e d by r e s e a r c h e r s a s f o l l o w s : 1. Sample size restricted to 200 only which was very less
according total population.
2 . T h e r e s p o n s e s g i v e n by r e s p o n d e n t s w e r e n o t a l w ay s a c c u r a t e
because therespondents gave the response according to their
understanding.
3 . S u r v ey i s a t i m e c o n s u mi n g p r o c e s s b u t t h e t i me t o c o l l e c t t h e
data for research was very less.
4 . S o m e t i me s t h e r e s p o n d e n t s ar e n o t w i l l i n g t o f i l l t h e
questionnaire and hence the resultant may not be correct.
5. Marketing researchers studies the behavior that is rational.
Ver y o f t e n , t h e y d o n o t e x pr e s s
their feeling correctlywhattheythink. In such cases
t h e i r h a b i t u a l , pr a c t i c e , pr e f e r e n c e s c a n n o t b e a s s e s s e d
c o r r e c t l y.
BIBLIOGRAPHY
1. Goldsmith, R. E. & Lafferty, B. A. (2002). Consumer response to websites &
their influence on advertising effectiveness. Internet research. Journal of
Electronic Networking Application and Policy, 12(4), 318-328.
2. Mendelson, A. L. & Bolls, P. D. (2002). Emotional effects of advertising on
young adults of lower socio economic status. Retrieved on Dated: 01-05-2009.
3. Adelaar, T., Chang, S., Lanchndorfer, K. M., Lee B. & Morimoto M. (2003).
Effects of Media Formats on Emotions & Impulse Buying Behavior. Journal of
Information Technology, 18, 247266.
4. Romaniuk, J. & Sharp, B. (2004). Conceptualizing & Measuring Brand
Salience. Marketing Theory Articles, 4(4), 327-342.
5. Dittmar, H., Long, K. & Meek, R. (2004). Buying on the Internet: Gender
Differences in On-line and Conventional Buying Motivations. Journal of Sex
Roles, 50(5/6).

44 | P a g e

6. Ayanwale, A. B., Alimi, T. & Ayanbimipe, M. A. (2005). The Influence of

Advertising on Consumer Brand Preference. Journal of Social Science, 10(1),
9-16.
7. Jalees, T. (2006). Brand Personification of Mobilink, U Phone, Telenor, and
Warid. Journal of Research Market Forces, 2(2), 50-76.
8. Keller, L. K. (2006). Strategic Brand Management Process, in Prespective of
Modern Brand management, Ed. Dr. Franz-Rudolf Esch.
9. Katke, K. (2007). The Impact of Television Advertising on Child Health &
Family Spending. International Marketing Conference on Marketing &
Society. Retrieved on Dated, 10-04-2009.
10.Bezijian, A. A., Calder, B. & Iacobucci, D. (2008). New Media Interactive
Advertising vs. Traditional advertising. Journal of Advertising Research, 38(4),
23-32.
11.Hussainy, S. K., Riaz, K., Kazi, A. K. & Herani, G. M. (2008). Advertising
Styles Impact on Attention in Pakistan. KASBIT Business Journal, 1(1), 28-38.
12.Tirmizi, M. A., Rehman, K. U. & Saif M. I. (2009). An Empirical Study of
Consumer Impulse Buying Behavior in Local Markets European. Journal of
Scientific Research, 28, 522-532.

APPENDIX I
Name:
Designation:
Age:
N o t e : K i n d l y c o n s i d e r f o l l o w i n g c r i t e r i a f o r a t t e mp t i n g i t e m n o . 120, tick the appropriate option in relation to the statement.
1 . F r o m w h er e d i d y o u g e t t h e i n f o r ma t i o n a b o u t v a r i o u s b r a n d s?
a . N e w s p a p e r b . Tel e v i s i o n c . R a d i o d . I n t e r n e t e .
Hoardings
2 . I f y o u ar e s e a r c h i n g f o r i n f o r m a t i o n o f a b r a n d , w h i c h m e d i a
w i l l y ou l o o k t o?
45 | P a g e

a . P r i n t M e d i a b . E l e c t r o ni c M e d i a c . O t h er M e d i a d . Wor d s
of mouth
3 . D o y ou r e l y o n a d v e r t i s e m e n t ?
a . Yes b . N o c . S o m e t i me s d . R a r e l y
4 . D o y ou c h a n g e y o u r p er c e p t i o n o f a p r o d u c t b y j u s t s e e i n g t h e
advertisement?
a . Yes b . N o c . S o m e t i me s d . R a r e l y
5 . D o y ou t h i n k a d v e r t i s e m e n t i s n e c e s s a r y f o r y o ur d e c i s i o n
m a k i n g?
a . Yes b . N o c . S o m e t i me s d . R a r e l y
6 . W h a t a r e t h e f a c t o r s w h i c h i n f l u e n c e y o ur d e c i s i o n m a k i n g
p r o c e s s?
a . P r o d u c t F e a t ur e s b . Ad v e r t i s e m e n t c . C o s t d . O p i n i o n o f
Friend
7 . W h a t d o y o u l o o k f o r i n a n a d v e r t i s e me n t ?
a . P r i c e o f P r o d u c t b . B e n e f i t s o f t h e pr o d u c t c . B r a n d
E n d or s e r d . O ffe r s e . Q u a l i t y
8 . D o y ou a p ur c h a s e a p r o d u c t j u s t b e c a u s e y o ur f a v o r i t e
c e l e b r i t y i s e n d or s i n g i t ?
a . Yes b . N o c . S o m e t i me s d . R a r e l y
9 . Wh a t a r e t h e f a c t o r s i n a n a d v e r t i s e m e n t w h i c h w i l l m a k e y o u
c h a n g e y o ur b r a n d l o y a l t y?
a . B e n e f i t s b . Val u e f o r m o n e y c . N e w f e a t u r e s d . D i s c o u n t s
1 0 . I f y o u h e a r t h e n a me o f a br a n d t h r o u g h a d v e r t i s e me n t , w h a t
d o y ou r e c a l l ?
a . T h e m u s i c b . Th e t a g l i n e c . Th e p r o d u c t d . Th e e n d o r s e r s
11. W h a t a r e t h e t h i n g s a c c o r d i n g t o y o u s h o u l d b e h i g h l i g h t e d i n
t h e a d v i s e me n t ?
a . T h e b e n e f i t s b . Th e t a g l i n e c . Th e b r a n d n a me d . Th e
product feature
1 2 . I f pr o d u c t i s mi s i n t e r p r e t e d b y y o ur f r i e n d , w h a t w i l l y o u d o?
a. Believe my friend b. Go with my view c. Refer
advertisement d. Refer Internet
1 3 . D o y ou p r e f e r g o i n g t o a n y s t o r e j u s t b y s e e i n g t h e o ffe r o n
h o a r d i n g a n d b a n n e r s?
a . Yes b . N o c . S o m e t i me s d . R a r e l y
1 4 . A f t e r y o ur e x p e r i e n c e a ny p r o d u c t , d o y o u s h a r e t h e f e e d b a c k
with others (Negative\Positive)?
a . Yes b . N o c . S o m e t i me s d . R a r e l y
1 5 . W h a t i s y o u r r e s p o n s e t o r e p e a t a d v e r t i s e m e n t o n TV ?
a. Positive b. Negative c. Get Irritating
46 | P a g e

1 6 . H o w i m p o r t a n t i s m u s i c i n a n a d v e r t i s e me n t ?
a . Ver y I m p o r t a n t b . S o me t i m e c . N o t N e e d d . R a r e l y
1 7 . D o y ou r e f e r G o o g l e s e a r c h b e f o r e m a k i n g p u r c h a s i n g
d e c i s i o n?
a . Yes b . N o c . S o m e t i me s d . R a r e l y
1 8 . W h a t a r e t h e a s p e c t s y o u l o o k f o r i n I n t er n e t f o r i n f o r ma t i o n
o n y ou r p r e f e r r e d br a n d s?
a . P r o d u c t F e a t ur e s b . D e a l e r N e t w o r k c . D e l i v e r y Ti me d .
Price
1 9 . D o e s t h e I n t er n e t a d v e r t i s e m e n t c r e a t e b r a n d a w a r e n e s s?
a . Yes b . N o c . S o m e t i me s d . R a r e l y
2 0 . D o y ou t h i n k I n t e r n e t i s t h e m o s t r e l i a b l e s o u r c e o f
i n f o r m a t i o n a b o u t a n y pr o d u c t ?
a . Yes b . N o c . S o m e t i me s d . R a r e l y
2 1 . W h i c h m o d e o f a d v e r t i s e m e n t i s f r e q u e n t l y u s e d n o w a d a y s?
a . N e w s p a p e r b . Tel e v i s i o n c . R a d i o d . I n t e r n e t e .
Magazines
2 2 . D o e s t h e p r e s e n c e o f c e l e b r i t y i n a d v e r t i s e m e n t i mp a c t o n t h e
s a l e o f pr o d u c t ?
a . Yes b . N o c . S o m e t i me s d . R a r e l y

47 | P a g e