PROJECT ON THE ICICI BANKS ON

ADVERTISMENT:

Introduction:

People no longer buy shoes to keep their feet warm and dry.

They buy them because of the way the shoes make them

feel masculine, feminine, rugged, different, sophisticated,

young, glamorous, "in" buying shoes has become an

emotional experience . Our business now is selling

excitement rather than shoes. - Francis C. Rooney

Modern marketing calls for more than developing a good

product it attractively and making it accessible to target

customers. Companies must also communicate with their

present and potential customers. Every company is

inevitably cast into the role of communicator and promoter.

What is communicated however should not be left to

change. To communicate effectively; companies hire

advertising agencies to develop effective ads; sales

promotion specialists to design sales incentive programmes

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and public relations firms to develop the corporate image.

They train their sales people to be friendly and

knowledgeable. For most companies, the question is not

whether to communicate but rather what to say, to

whom.Promotion influences demand by communicating

product and company message to the market. A promotion

Techniques involves the co-ordination of all communication

efforts aimed at a specific audience; consumer and

shareholder. The most critical promotional question is the

proper mix of advertising, personal selling, sales promotion

and publicity. The promotion mix is usually co-ordinate on a

campaign basis, taking the campaign may efforts include a

total campaign with one unified theme. All promotion

messages tie in to this theme in one way or the the, rather

than conflicting with it.

Vision:

To ensure most cost effective power for sustained growth of India.

To provide clean and green power for secured future of countrymen.

To retain leadership position of the organisation in Hydro Power

generation, while working with

dedication and innovation in every project we undertake.

To maintain continuous pursuit for cost effectiveness, enhanced

productivity for ensuring financial health

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of the organization, to take care of stakeholders’aspirations

continuously.

To be a technology driven, transparent organization, ensuring dignity

and respect for its team members.

To inculcate value system all cross the organization for ensuring

trustworthy relationship with its

constitutent associates & stakeholders.

To continuously upgrade & update knowledge & skill set of its human

resources.

To be socially responsible through community development by

leveraging resources and knowledge base.

To achieve excellence in every activity we undertake.

ADVERTISING:

The word ‘Advertising’ has its origin from a Latin word

‘Adventure’ which means to turn to. The dictionary meaning

of the word is ‘to announce publicity or to give public

concerned to a specific thing which has been announced by

the advertiser publicity in order to inform and influence them

with the ideas which the advertisement carries. In business

world the terms in mainly used with reference to selling the

product of the concern.

The advertising, as Jones defines it is "a sort of machine

made mass production method of selling which supplements

the voice and personality of the individual salesman, such as

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manufacturing the machine supplements the hands of the

craftsman." It is thus a process of buying/sponsor/identified

media space or time in order to promote a product or an

idea. From a careful scrutiny of the above definition, the

following points emerge.

 Advertising is a paid form and hence commercial in nature.

This any sponsored communication designed to influence

buyer behavior advertising. Advertising is non-personal.

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

manner through intermediaries or media whatever the form

of advertisement (Spoken, written or visual). It is directed at

a mass audience and not directed at the individual as in

personal selling. Advertising promotes idea, goods and

services. Although most advertising is designed to help sell

goods, it is being used increasingly to further public interest

goals.

Advertising is identifiable with its sponsoring authority and

advertiser. It discloses or identifies the source of opinions

and ideas.

Advertising thus is:

1. Impersonal

2. A communication of ideas.

3. Aimed at mass audience

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4. By a paying sponsor.

The two forms of mass communication that are something

confused with advertising are publicity and propaganda. If

we eliminate the elements of the "paying sponsor" (The paid

requirement) we would have the element of publicity left:

For publicity is technically speaking, advertisement without

payment in a similar manner. If we eliminate the

requirement of an "identified sponsor", the resulting

communication is propagandistic.

It is important for us to emphasize that advertising may

involve the communication of ideas or goods of service. We

are all aware that advertising attempts to sell goods and

services. But we may overlook the more important fact that

it often sells ideas. Advertising may persuade with

information; it may persuade with emotion: more frequently,

it endeavors to persuade with some mixture of both.

The types of advertise media used by icici bank:

(1) Electronic Media

Advertisers use two types of media to reach target

consumers over the airwaves; radio or T.V.

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(A) Radio:

Advertisers using the medium of radio may also be classified

as National or Local advertisers. The radio is a prominent

vehicle of advertising in our country and accounts for a large

sum of the total advertising budget. The radio serves

principally local rather than national or large regional

markets. Many small advertisers use the radio. So do some

large organizations.

When T.V. became a factor in the advertising scene, some

industry observers felt that radio advertising might become

insignificant or even disappear. This has not been so, for

radio operators have responded to the challenge by offering

programmers that features music etc.

(B) Television:

Late in India, a growing class of advertising media has been

the TV. In our country, commercial advertising on TV is

severely limited because broadcast timings are only in the

evenings. The TV is a unique combination timing of sight and

sound and achieves a deeper impact than the other media

do. This is particularly advantageous for advertisers whose

product require demonstration. TV advertising offers

advantage of impact, mass coverage, repetition, flexibility

and prestigious. In our country not everyone has a TV set;

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therefore it does not reach everyone. Moreover, in rural India

where 76.31% of our population lives. There are hardly any

TV sets, except at the community centers where electricity is

available. Moreover, TV programmers in our country do not

offer much selectivity. The translation is limited; any centers

do not have TV towers.

TV appeals to both the senses of sound and of sight. As a

result is combines the two to produce high-impact

commercials. Finally, the fact that product or service is

promoted on TV may build a prestigious image of the

product and its sponsor. The pleasure derived from watching

TV is at least potentially transferable to the advertising

message delivered through the medium.

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(ii) Print Media

The print media carry their massages entirely through the

visual mode. These media consist of newspapers, magazines

and direct mail.

(A) Newspaper:

A sizable share of the total advertising budget is spent on

advertising in newspapers. Newspapers in our country

virtually reach most of the homes in the cities. Since

newspapers are local, marketers can easily use them to

reach particular markets. This selectivity is easily rigorous.

Some are in the twelve-hour range. From the viewpoint of

the advertiser, newspaper offers several advantage, they are

local in content and appeal and provide opportunity for

direct communication between a product and its local

dealers or distributors. Because newspapers supply news,

they offer an atmosphere of factual information and of

currency that may be favourable for some advertising

situations.

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(B) Magazines:

Magazines are also mean of reaching different market, both

original and matinal and of general and specific interest. An

organization may approach national markets through such

publication as Business India, Famina, Sports week, India

Today, Business World and Film fare. Some marketers divide

their market on the basis of such variable as age,

educational level and interest magazines. Magazines are

divided into those parts that serve business, industrial

consumers, ladies, sports etc. The diversity of magazines is

tremendous. Some offer news or together "General Interest"

content to huge audience. Others are highly specialized,

technical or even exotic. In general, magazines offer

advertiser the opportunity to reach highly selective

audience. The primary advantage of magazine advertising is

selectivity of market targets; quantity reproduction long life;

the prestige associated with some magazines; and the extra

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service offered by many publications.

(iii) OUTDOOR AND TRANSIT MEDIA

(A) Outdoor Advertising:

Outdoor advertising involves the use of sign and bill-boards,

posters or displays (such as those that appear on a

building’s wall) and electric spectacular (large, illuminated,

sometime animated sign and display). The marketers may

purchase billboards on the basis of showings. A showing

indicates the percentage of the total population of a

particular geographic area that will be exposed to it during

one month period. The highest showing is 100. Here the

number of billboards is would attract approximately 50% of

the local population about 20 times during a month. Sings

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are usually smaller than billboards and are erected and

maintained by the marketer rather than by the advertising

media.This form of advertising has the advantage of

communication quick and simply ideas of repetition and of

the ability to promote products that are available for sales.

(B) Transport Advertising:

Transport advertising appears on the inside or outside of

taxis, buses, railways and other modes of passenger

transportation. Marketers may use transit advertisement to

attain high exposure to particular groups consumers on

theory way to and from work and tourists. Repeat exposure

is possible for a majority of the people in our country use

public transport basis. Transport advertising is useful in

reaching consumers at an advantageous point which they

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are embarking on a shopping trip. This medium is a low cost

medium.

SALES PROMOTION

According to the American Marketing Association, Sales

Promotion consists of those marketing activities other than

personal advertising and publicity that stimulate consumer

purchasing and dealer effectiveness, such as displays shows

and expositions, demonstration and various non-recurrent

selling efforts not in the ordinary routine.

Sales promotion activities are impersonal and usually non-

recurring and are directed at the ultimate consumers,

industrial consumers and middlemen. These activities tend

to supplement the advertising and personal selling efforts.

Examples of sales promotion are free product samples,

trading stamps, store displays, premiums, coupons and trade

shows.

PUBLICITY12 | P a g e

Publicity is a means of promoting the mass market and is

similar to advertising, except that it is free, is found in the

editorial portion of news media and pertains to newsworthy

events. The most common type of publicity are news release

(also know as press release), photographs and feature

stories. Marketers have less control over the nature of the

publicity that their organization and products receive than

they have over their advertising, personal selling and sales

promotions messages. Upon receiving a news release, for

instance, the editor or broadcast station programme director

may choose to throw the release in the waste paper basket,

change the hording, or print or broadcast it in the original

form. The disposition of the news release is entirely in the

hands of the media and cannot be dictated by the marketer.

PERSONAL SELLING

Personal selling consists of persons to communication

between the sales persons and their prospects. Unlike

advertising, it involves personal interactions between the

sources and the destination. Advertising aims at grouping

the shotgun approach, while personal selling aims at

individuals the right approach. Sales persons are in the

position to tailor their messages according to the unique

characteristics of each prospect. Further, by observing and

listening, sales persons receive immediate feedback on the

extent to which their messages are getting across. If

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feedback indicates that the message is not getting across,

the sales person may quickly adjust it or the method of its

presentation.

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PUBLIC RELATIONS

Marketers engage in public relations in order to develop a

favorable image of their organization and products join the

eyes of the public. They direct this activity to parties other

than target consumers. These "other" include the public at

large labour unions, the press and environmental groups.

Public relations activities include sponsoring, lobbying and

using promotion message to persuade members of the

public to take up a desired position. The term public

relations refers to a firm's communication and relationships

with the various sections of the public. These sections

include the organization customers, suppliers, share holders,

employees, the government, the general public and the

society in which the organization operates.

ADVERTISING EFFECTIVENESS:

Advertising is an art not a science. Effectiveness of which

cannot be measured with a mathematical or empirical

formula some advertisers argue that advertising efforts go to

waste, but every advertiser is keenly interested in measuring

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or in evaluation of ad. effectiveness. Testing for the

effectiveness of ad. will lead advertisement testing must be

done either before or after the ad has done in the media. It is

of two types, pretesting which is done before the ad. has

been launched and one is referred to as cost testing which is

done before the ad. has been launched and one is referred

to as cost testing which is done after launching the

advertising campaign. The basic purpose of advertising

effectiveness is to avoid costly mistakes, to predict the

relative strength of alternative strength of alternative

advertising strategies and to increase their efficiency.

Sales-Effect:

Communication-effect advertising research helps advertisers

assess advertising's communication effects but reveals little

about its sales impact. What sales are generated by an ad

that increases brand awareness by 20% and brand

preference by 10%? Advertising's sales effect is generally

harder to measure than its communication effect. Sales are

influenced by many factors besides advertising, such as the

product's features, price, availability and competitors'

actions.

PROGRESS TESTS:

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These assess the various stages of buyer awareness,

preference, buying intention and the actual purchase in

relation to ad. effort. They are called sales effect tests.

Measuring Sales Response to Advertising:

Though increase in sales in the true measure of advertising

effectiveness, in reality it is difficult to measure the increase

that is due to a particular advertisement. It is rather difficult

to correlate the response in sales with the advertising

programme. However, a few methods have ben discalled in

the following paragraphs which are generally used to

measure the sales response to advertising.

Sales Results Tests :

The additional sales generated by the ads are recorded,

taking several routes.

Past Sales before the ad and sales after the ad are

noted. The difference is attributed to ad impact.

Controlled Experiment: In experimental market, any

one element of marketing mix is changed. It is

compared with the sales of another similar market. The

element's presence observance is a reason for

difference in sales.

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Instead of two markets, the experiment can be carried

on the two groups of consumers.

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