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A STRW PROJECT ON

“OUTDOOR ADVERTISING IN INDIA”

PROJECT REPORT SUBMITTED TOWARDS PARTIAL FULFILLMENT OF POST GRADUATE DIPLOMA IN MANAGEMENT

(Approved by AICTE, Govt. of India)

(Equivalent to MBA)

ACADEMIC SESSION 2009-11

SUBMITTTED TO:- SUBMITTED BY:- DR. TAPAN KUMAR NAYAK NIKHIL KUMAR GARG (BM-09123) AREA CHAIRPERSON, ECONOMICS. NIKHIL SINGH (BM-09124) Submitted by:-

NIMISHA GUPTA (BM-09125) NITESH KUMAR (BM-09127) INSTITUTE OF MANAGEMENT STUDIES

C-238, BULANDSHAHR ROAD, GHAZIABAD -201009 INSTITUTE OF MANAGEMENT STUDIES

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CERTIFICATE

This is to certify that Mr. Nikhil Kumar Garg(BM-09123), Mr. Nikhil Singh(BM-09124),

Nimisha Gupta(BM-09125), Nitesh Kumar(BM-09127) have completed their project titled

“Outdoor advertizing in India” under my guidance with full honesty and integrity and

submitted towards partial fulfillment of Post graduate diploma in management at IMS

Ghaziabad.

Dr. Tapan Kumar Nayak

(Area Chairperson of Economics)

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CANDIDATE’S DECLARATION

We hereby declare that the work which is being presented in the report entitled “ OUTDOOR

ADVERTISING IN INDIA“ in partial fulfillment of the requirement of the award of the post graduate

diploma in management and submitted in the INSTITUTE OF MANAGEMENT STUDIES,

GHAZIABAD is an authentic record of our own work carried out during a period from Jan 18, 2010 to

March 20, 2010 under the supervision of Dr. Tapan Kumar Nayak, Area chairperson of Economics

INSTITUTE OF MANAGEMENT STUDIES GHAZIABAD.

The matter presented in this report has not been submitted by us in the award of any

other degree or diploma of this or any other institute.

CANDIDATE’S NAME AND SIGNATURE :-

NIKHIL KUMAR GARG(BM-09123)

NIKHIL SINGH (BM-09124) Submitted by:- NIMISHA GUPTA(BM-09125) NITESH KUMAR(BM-09127)

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ACKNOWLEDGEMENT

No task whatever big or small can be completed without proper guidance and

encouragement. It gives us a great pleasure to our deep sense of gratitude

and reverence to every person who created a congenial atmosphere for

successful completion of this project.

We would like to express our gratitude and profound thanks to Dr.

TAPAN KUMAR NAYAK, AREA CHAIRPERSON, and faculty of Institute of

Management Studies, Ghaziabad to give us a chance to get an industrial

exposure.

We thank each and everyone who are involved in this report

completion without which it would not have been possible for us to complete

this project.

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ABSTRACT In India now a days, competition in every field of business is very high and companies are trying to attract maximum number of customers. For this, companies are using various modes of advertizing and searching for newer ways which effect much more customer. This led to the development of various forms of advertizing and outdoor advertizing is one of them. Purpose- In these papers, we are trying to study various medium of outdoor advertizing and also various other types of advertizing and their effect on various customers to understand customers need to attract more and more customers. Method used- The primary as well as secondary data for the studies. For primary data, a questionnaire has been prepared and customers having various perceptions were asked to fulfill it. Secondary data is collected from web resources and books. Various statistical tools like graphical method and chi-square test for our research purpose and analysis of data has been used. Findings- Various modes of advertizing are equally important and outdoor advertizing is one of them. It helps in boosting sales and attracting more and more customers and company must focus on outdoor advertizing as it can reach more and more number of peoples than other modes of advertizing.

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TABLE OF CONTENTS S.No. TOPIC PAGE NO. 1. Introduction 7 2. Justification of the study 9 3. Literature review 10 3. Research objectives 11 4. Advertizing basics 12

4.1 History of advertizing 12 4.2 Definition of advertizing 15 4.3 Importance of advertizing 18 5. Outdoor advertizing 20 5.1 Factors affecting outdoor advertizing 20 5.2 Kinds of outdoor advertizing 21 5.3 Classification and types of advertizing 30 5.4 Measuring advertizing effectiveness 38 5.5 Methods of measuring advertizing effectiveness 40 5.6 Communication effects of advertisement 44 5.7 Factors affecting advertizing 49

5.8 Impact of advertizing 49

6. Research methodology 55

7. Findings 71

8. Summary 72

9. Conclusion 73

10. Recommendation 74

11. Suggestions 76

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References 77

13. Annexure 77

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INTRODUCTION

It has been wrongly assumed that the advertising function is of recent origin. Evidences

suggest that the Romans practiced advertising; but the earliest indication of its use in this country

dates back to the middle Ages, when the use of the surname indicated a man’s occupation. The

next stage in the evolution of advertising was the use of signs as a visual expression of the

tradesman’s function and a means of locating the source of goods. This method is still in

common use. The seller in primitive times relied upon his loud voice to attract attention and

inform consumers of the availability of his services. If there were many competitors, he relied

upon his own personal magnetism to attract attention to his merchandise. Often it became

necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus, the

seller was doing the complete promotion job himself.

Development of retail stores, made the traders to be more concerned about attracting

business. Informing customers of the availability of supplies was highly important. Some types

of outside promotion were necessary. Signs on stores and in prominent places around the city

and notices in printed matters were sometimes used.

When customers were finally attracted to the store and satisfied with the service at least

once, they were still subjected to competitive influences; therefore, the merchant’s signs and

advertisements reminded customers of the continuing availability of his services. Sometimes

traders would talk to present and former customers in the streets, or join social organizations in

order to have continuing contacts with present and potential customers.

As the markets grew larger and the number of customers increased, the importance of

attracting them also grew. Increasing reliance was placed on advertising methods of informing

about the availability of the products. These advertising methods were more economical in

reaching large numbers of consumers. While these advertising methods were useful for

informing and reminding and reminding, they could not do the whole promotional job. They

were used only to reach each consumer personally. The merchant still used personal persuasion

once the customers were attracted to his store.

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The invention of hand press increased the potentialities of advertising. By Shakespeare’s

times, posters had made their appearance, and assumed the function of fostering demand for

existing products. Another important event was the emergence of the pamphlet as an advertising

medium. The early examples of these pamphlets disclose their sponsorship by companies want to

generate goodwill for their activities. The low cost of posters and handbills encouraged a number

of publishers to experiment with other methods.

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JUSTIFICATION

The present study has focused on effect of outdoor advertising on consumer perception

and their attitude towards different products and services. It has been observed through various researches, that the mode of advertising used like

print media i.e. magazines and newspaper; electronic media i.e. television and radio; outdoor advertising i.e. billboards, hoardings, electronic displays plays an important role in determining the buying behavior of consumers .

Outdoor advertising has been focused and compared with the other types of media to

make the comparison on the basis of effectiveness. Outdoor media is developing and taking shape in best marketing promotion activities.

Also studying the perception and consumer attitudes regarding different advertising

media will provide an insight to further future development.

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REVIEW OF LITERATURE

Kotler,(1994)- According to a research concentrating on the advertisers viewpoint,

advertisement is an important tool which companies use to directly persuade buyers and public .

Being a key element in the marketing process, advertisements

face many challenges in reaching the audience.

Krugman, 1975- One of the main obstacles is the low audience involvement . In

most forms of communication, the audience least make some effort to pay attention or appear to

be doing so. The adverts are meant for the audience to watch but unfortunately the audience is

likely to take active steps in avoiding them. The advertiser therefore have problem of making

loomed perhaps generally evasive audience pay attention to what is going on or at least enough

to get basic selling message The challenge gets more difficult in a multiracial country such as

Malaysia.

Bonnex,(1975)- The existence of the advertisement rooted in Malaysia dated back to the 1971

as claimed by in his thesis. His theory is even supported by the Honourable Minister Tan Sri

Gazali’s speech in 1971(Bernama, 1971). Advertising agencies fuel the basic needs of a

company to plan, strategise and introduce their product in the market. It is one of the basis of the

supply chain and many advertising agencies are involved in this business in Malaysia.

Aaker and Mayers, 1975 As known for decades, advertisement is one of the main strategies in

marketing either a product or service. It can be defined as “An Advert that does not create a

buying response, or at least produce a desire to want to know more is not an advert” (Quinn,

1985).

Porter (1980). The value chain is a systematic approach in examining the development of

competitive advantage. It was introduced by one of the pioneer in the ICT and business industry

Potter also explains the sources of cost reduction and differentiation within a firm. Potter treats

every firm as a collection of activities carried out to develop, strategically market, deliver and

maintain its products or services.

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RESEARCH OBECTIVES

To study types of advertisements.

To study effectiveness of advertisements i.e. on sales, profitability.

To study the perception of consumers towards the different modes of advertisement i.e. electronic media, print media and outdoor media.

To find the ways to make it more effective.

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ADVERTISING BASICS

HISTORY OF ADVERTISEMENT

Archaeologists have found evidence of advertising dating back to the 3000s BC, among

the Babylonians. One of the first known methods of advertising was the outdoor display1.

Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and

Pompeii. An outdoor advertisement excavated in Rome offers property for rent, and one found

painted on a wall in Pompeii calls the attention of travelers to a tavern situated in another town.

In medieval times word-of-mouth praise of products gave rise to a simple but effective

form of advertising, the use of so-called town criers. The criers were citizens who read public

notices aloud and were also employed by merchants to shout the praises of their wares. Later

they became familiar figures on the streets of colonial American settlements. The town criers

were forerunners of the modern announcer who delivers radio and television commercials.

Although graphic forms of advertising appeared early in history, printed advertising made

little headway until the invention of the movable-type printing press by German printer Johannes

Gutenberg about 1450. This invention made the mass distribution of posters and circulars

possible. The first advertisement in English appeared in 1472 in the form of a handbill

announcing a prayer book for sale. Two hundred years later, the first newspaper ad was

published offering a reward for the return of 12 stolen horses. In the American colonies, the

Boston News-Letter, the first regularly published newspaper in America, began carrying ads in

1704, and about 25 years later Benjamin Franklin made ads more readable by using large

headlines.

In the United States, the advertising profession began in Philadelphia, Pennsylvania, in

1841 when Volney B. Palmer set up shop as an advertising agent, the forerunner of the

advertising agency. Agents contracted with newspapers for large amounts of advertising space at

discount rates and then resold the space to advertisers at a higher rate. The ads themselves were

created by the advertisers. In 1869 Francis Ayer bought out Palmer and founded N. W. Ayer & 1 an eye-catching sign painted on the wall of a building

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Son, an agency that still exists today. Ayer transformed the standard agent practice by billing

advertisers exactly what he paid to publishers plus an agreed upon commission. Soon Ayer was

not only selling space but was also conducting market research and writing the advertising copy.

Advertising agencies initially focused on print. But the introduction of radio created a

new opportunity and by the end of the 1920s, advertising had established itself in radio to such

an extent that advertisers were producing many of their own programs. The early 1930s ushered

in dozens of radio dramatic series that were known as soap operas because they were sponsored

by soap companies.

Television had been introduced in 1940, but because of the high cost of TV sets and the

lack of programming, it was not immediately embraced. As the American economy soared in the

1950s, so did the sale of TV sets and the advertising that paid for the popular new shows. Soon

TV far surpassed radio as an advertising medium.

The tone of the advertising was also changing. No longer did advertising simply present

the product benefit. Instead it began to create a product image. Bill Bernbach, founder of Doyle

Dane Bernbach in New York City; Leo Burnett, founder of the Leo Burnett agency in Chicago,

Illinois; and David Ogilvy, founder of Ogilvy & Mather in New York City, all came to

prominence in the late 1950s and 1960s and led what has been called the 'creative revolution.'

Bernbach's agency captured the spirit of the new age. Bernbach believed that advertising had to

be creative and artistic or it would bore people. He also believed that good advertising began

with respect for the public's intelligence. The ads his agency created were understated,

sophisticated, and witty.

For example, when Bernbach's agency picked up the account for the Henry S. Levy

Bakery in Brooklyn, a borough of New York City, the agency created an ad that entertained New

Yorkers and provided fodder for many conversations. The ad showed a Native American eating a

slice of the bakery's rye bread with the headline, 'You don't have to be Jewish to love Levy's.'

But it was the advertising for Volkswagen that made the agency's reputation.

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At a time when American cars were getting bigger and bigger and the advertising for

them trumpeted that bigger was better, Doyle Dane Bernbach created a magazine ad that showed

a small picture of the Volkswagen Beetle surrounded by a sea of white space with the headline,

'think small.' An equally unconventional ad carried the headline 'lemon' beneath a photo of an

apparently flawed Volkswagen. The ad's copy explained that 'this Volkswagen missed the boat.

The chrome strip on the glove compartment is blemished and must be replaced…We pluck the

lemons; you get the plums.' In an era of hype and bombast, the Volkswagen ads stood out

because they admitted failure in a witty way and gave facts in a believable manner that

underlined the car's strengths. This wit together with a conversational and believable style was a

hallmark of the advertising created by Doyle Dane Bernbach and that style became highly

influential.

The creative foundation established by Bernbach and others has been critical to the

success of contemporary advertising. The introduction of the TV remote control and access to

hundreds of cable channels mean that today advertising must interest and entertain consumers or

else they will simply use the remote to change the channel. New digital devices even threaten to

make it possible to edit out commercials. The development of interactive television, combining

the functions of a computer with access to high-speed transmission over cable lines or optical

fibers, will likely enable consumers to select from a vast video library. Consumers will be able to

determine not only when they watch something, but also, to a greater extent than ever before,

what they will watch. Some industry observers believe that as consumers gain greater control

over their viewing activities, they will find it easier to avoid advertising.

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DEFINITION OF ADVERTISING

The word advertising originates from a Latin word advertise, which means to turn to. The

dictionary meaning of the term is “to give public notice or to announce publicly”.

Advertising may be defined as the process of buying sponsor-identified media space or

time in order to promote a product or an idea.

The American Marketing Association, Chicago, has defined advertising as “any form of non-

personal presentation or promotion of ideas, goods or services, by an identified sponsor.”

What Advertisement Is?

Advertisement is a mass communicating of information intended to persuade buyers to by

products with a view to maximizing a company’s profits.

The elements of advertising are:

(i) It is a mass communication reaching a large group of consumers.

(ii) It makes mass production possible.

(iii) It is non-personal communication, for it is not delivered by an actual person, nor is it

addressed to a specific person.

(iv) It is a commercial communication because it is used to help assure the advertiser of a long

business life with profitable sales.

(v) Advertising can be economical, for it reaches large groups of people. This keeps the cost per

message low.

(vi) The communication is speedy, permitting an advertiser to speak to millions of buyers in a

matter of a few hours.

(vii) Advertising is identified communication. The advertiser signs his name to his advertisement

for the purpose of publicizing his identity.

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What is Included in Advertising?

(i) The information in an advertisement should benefit the buyers. It should give them a more

satisfactory expenditure of their rupees.

(ii) It should suggest better solutions to their problems.

(iii) The content of the advertisement is within the control of the advertiser, not the medium.

(iv) Advertising without persuasion is ineffective. The advertisement that fails to influence

anyone, either immediately or in the future, is a waste of money.

(v) The function of advertising is to increase the profitable sales volume. That is, advertising

expenses should not increase disproportionately.

Advertising includes the following forms of messages: The messages carried in-

Newspapers and magazines;

On radio and television broadcasts;

Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by

inserts in packages);

Dealer help materials,

Window display and counter – display materials and efforts;

Store signs, motion pictures used for advertising,

Novelties bearing advertising messages and Signature of the advertiser,

Label stags and other literature accompanying the merchandise.

What is excluded from Advertising?

Advertising is not an exact science. An advertiser’s circumstances are never identical with those

of another; he cannot predict with accuracy what results his future advertising efforts will

produce.

(i) Advertising is not a game, because if advertising is done properly, both the buyer and the

seller benefit from it.

(ii) Advertising is not a toy. Advertiser cannot afford to play with advertising. Advertising funds

come from sales revenue and must be used to increase sales revenue.

(iii) Advertisements are not designed to deceive. The desire and hope for repeat sales insures a

high degree of honesty in advertising.

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The activities excluded from advertising are:

The offering of premiums to stimulate the sale of products;

The use of exhibitions and demonstrations at fairs, show and conventions;

The use of samples and activities, involving news releases and the activities of personal

selling forces;

The payment of advertising allowances which are not used for advertising;

The entertainment of customers

Advertising Objectives

Each advertisement is a specific communication that must be effective, not just for one

customer, but for many target buyers. This means that specific objectives should be set for each

particular advertisement campaign. Advertising is a form of promotion and like a promotion; the

objectives of advertising should be specific. This requires that the target consumers should be

specifically identified and that the effect which advertising is intended to have upon the

consumer should be clearly indicated. The objectives of advertising were traditionally stated in

terms of direct sales. Now, it is to view advertising as having communication objectives that seek

to inform persuade and remind potential customers of the worth of the product. Advertising

seeks to condition the consumer so that he/she may have a favourable reaction to the promotional

message. Advertising objectives serve as guidelines for the planning and implementation of the

entire advertising programme.

The basic objectives of an advertising programme may be listed as below:

(i) To stimulate sales amongst present, former and future consumers. It involves a decision

regarding the media, e.g., TV rather than print ;

(ii) To communicate with consumers. This involves decision regarding copy ;

(iii) To retain the loyalty of present and former consumers. Advertising may be used to reassure

buyers that they have made the best purchase, thus building loyalty to the brand name or the

firm.

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(iv) To increase support. Advertising impliedly bolsters the morale of the sales force and of

distributors, wholesalers, and retailers, ; it thus contributes to enthusiasts and confidence attitude

in the organizational. :

(v) To project an image. Advertising is used to promote an overall image of respect and trust for

an organization. This message is aimed not only at consumers, but also at the government,

shareholders, and the general public.

IMPORTANCE OF ADVERTIZING Generally, advertising is a relatively low-cost method of conveying selling messages to

numerous prospective customers. It can secure leads for salesmen and middlemen by convincing

readers to request more information and by identifying outlets handling the product. It can force

middlemen to stock the product by building consumer interest. It can help train dealers salesmen

in product uses and applications. It can build dealer and consumer confidence in the company

and its products by building familiarity. Advertising is to stimulate market demand. While

sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even

demand for the product, it is seldom solely relied upon. Advertising is efficiently used with at

least one other sales method, such as personal selling or point-of-purchase display, to directly

move customers to buying action.

Advertising has become increasingly important to business enterprises –both large and

small. Outlay on advertising certainly is the voucher. Non-business enterprises have also

recognized the importance of advertising. The attempt by army recruitment is bases on a

substantial advertising campaign, stressing the advantages of a military career. The health

department popularizes family planning through advertising Labour organizations have also used

advertising to make their viewpoints known to the public at large. Advertising assumes real

economic importance too. Advertising strategies that increase the number of units sold stimulate

economies in the production process. The production cost per unit of output is lowered. It in turn

leads to lower prices. Lower consumer prices then allow these products to become available to

more people. Similarly, the price of newspapers, professional sports, radio and TV programmes,

and the like might be prohibitive without advertising.

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In short, advertising pays for many of the enjoyable entertainment and educational

aspects of contemporary life. Advertising has become an important factor in the campaigns to

achieve such societal-oriented objectives such as the discontinuance of smoking, family

planning, physical fitness, and the elimination of drug abuse. Though in India, advertising was

accepted as a potent and recognized means of promotion only 25 years ago, its growing

productive capacity and output necessitates the finding of consumers and advertising plays an

important role in this process. Advertising helps to increase mass marketing while helping the

consumer to choose from amongst the variety of products offered for his selection. In India,

advertising as a profession is in its infancy. Because of this fact, there is a tremendous scope for

development so that it may be productively used for the benefit of producers, traders, consumers,

and the country’s economy.

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OUTDOOR ADVERTISING

Any advertising done outdoors that publicizes your business's products and services. Outdoor

advertising includes various types of promotional displays, from highway billboards to transit

posters and arena placement, all geared towards communicating a message to the public. The

message might be to buy a product, take a trip, vote for a politician, or give to a charity. It might

even be a public service announcement. According to the Outdoor Advertising Association of

America, Inc. (OAAA), businesses spent $5.8 billion dollars on outdoor advertising in 2004, a

figure expected to rise again in 2005.

FACTORS AFFECTING OUTDOOR ADVERTISING

1. Modern urban lifestyles

2. Technological advancements

3. Boom in the real estate and infrastructure

a) Malls

b) Buildings

c) Flyovers

d) Toll roads

e) Metro trains

4. Rise in consumerism

a) Consumer awareness

b) Purchase options

c) Buying power

5. Growth in rural markets

6. Saturation of other medias

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KINDS OF OUTDOOR ADVERTISING 1. BILLBOARDS

a) Front lit

b) Back lit

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2. Bus stops

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3. Metro stations

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4. Auto panel

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5. Train advertisement

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6. Mobile van

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7. Hoardings

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8. Wall paintings

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9. Taxi

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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.

A. Primary Demand (Stimulation)

B. Selective Demand (Stimulation)

B. Institutional Advertising

C. Product Advertising

A. Informative Product Advertising

B. Persuasive Product Advertising

C. Reminder-Oriented Product Advertising

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

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1. Product – Related Advertising

It is concerned with conveying information about and selling a product or service. Product

advertising is of three types, viz.,

A. Pioneering Advertising

B. Competitive Advertising

C. Retentive Advertising

A. Pioneering Advertising:

This type of advertising is used in the introductory stages in the life cycle of a product. It

is concerned with developing a “primary” demand. It conveys information about, and selling a

product category rather than a specific brand. For example, the initial advertisement for black –

and – white television and color television. Such advertisements appeal to the consumer’s

emotions and rational motives.

B. Competitive Advertising:

It is useful when the product has reached the market-growth and especially the market-

maturity stage. It stimulates “selective” demand. It seeks to sell a specific brand rather than a

general product category. It is of two types:

A. Direct Type: It seeks to stimulate immediate buying action.

B. Indirect Type: It attempts to pinpoint the virtues of the product in the expectation that the

consumer’s action will be affected by it when he is ready to buy.

Example: Airline advertising.

Air India attempts to bid for the consumer’s patronage either immediately - direct action-

in which case, it provides prices, time tables and phone numbers on which the customer may call

for reservations; or eventually – indirect action – when it suggests that you mention Air India’s

name when talking to your travel agent.

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C. Retentive Advertising:

This may be useful when the product has achieved a favourable status in the market – that

is, maturity or declining stage. Generally in such times, the advertiser wants to keep his product’s

name before the public. A much softer selling approach is used, or only the name may be

mentioned in “reminder” type advertising.

2. Public Service Advertising

This is directed at the social welfare of a community or a nation. The effectiveness of

product service advertisements may be measured in terms of the goodwill they generate in favour

of the sponsoring organization. Advertisements on not mixing drinking and driving are a good

example of public service advertising. In this type of advertising, the objective is to put across a

message intended to change attitudes or behaviour and benefit the public at large.

3. Functional Classification

Advertising may be classified according to the functions which it is intended to fulfil.

(i) Advertising may be used to stimulate either the primary demand or the selective demand.

(ii) It may promote either the brand or the firm selling that brand.

(iii) It may try to cause indirect action or direct action.

i. Advertising Based on Demand Influence Level.

A. Primary Demand Stimulation

Primary demand is demand for the product or service rather than for a particular brand. It

is intended to affect the demand for a type of product, and not the brand of that product. Some

advertise to stimulate primary demand. When a product is new, primary demand stimulation is

appropriate. At this time, the marketer must inform consumers of the existence of the new item

and convince them of the benefits flowing from its use. When primary demand has been

stimulated and competitors have entered the market, the advertising strategy may be to stimulate

the selective demand.

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B. Selective Demand Stimulation

This demand is for a particular brand such as Charminar cigarettes, Surf detergent

powder, or Vimal fabrics. To establish a differential advantage and to acquire an acceptable sort

of market, selective demand advertising is attempted. It is not to stimulate the demand for the

product or service. The advertiser attempts to differentiate his brand and to increase the total

amount of consumption of that product. Competitive advertising stimulates selective demand. It

may be of either the direct or the indirect type.

ii. Institutional Advertising

Institutional Advertising may be formative, persuasive or reminder oriented in character.

Institutional advertising is used extensively during periods of product shortages in order to keep

the name of the company before the public. It aims at building for a firm a Positive public image

in the eyes of shareholders, employees, suppliers, legislators, or the general public. This sells

only the name and prestige of the company. This type of advertising is used frequently by large

companies whose products are well known. HMT or DCM, for example, does considerable

institutional advertising of its name, emphasizing the quality and research behind its products.

Institutional advertisements are at consumers or focus them upon other groups, such as

voters, government officials, suppliers, financial institutions, etc. If it is effective, the target

groups will respond with goodwill towards, and confidence in the sponsor. It is also a useful

method or introducing sales persons and new product to consumers. It does not attempt to sell a

particular product; it benefits the organization as a whole.

It notifies the consumers that the company is a responsible business entity and is

patriotic; that its management takes ecologically responsible action, is an affair- motive action

employer, supports the socialistic pattern of society or provides employment opportunities in the

community. When Indian Oil advertisements describe the company’s general activities, such as

public service work, this may be referred to as institutional advertising because it is intended to

build an overall favorable attitude towards the company and its family of products. HMT once

told the story of the small-scale industries

supplying it with component parts, thus indicating how it aided the development of ancillary

industries.

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iii. Product Advertising

Most advertising is product advertising, designed to promote the sale or reputation of a

particular product or service that the organization sells. Indane’s Cooking Gas is a case in point.

The marketer may use such promotion to generate exposure attention, comprehension, attitude

change or action for an offering. It deals with the non-personal selling of a particular good or

service. It is of three types as follows:-

A. Informative Product Advertising

B. Persuasive Product Advertising

C. Reminder-Oriented Product Advertising

A. Informative Product Advertising:

This form of advertising tends to characterize the promotion of any new type of product

to develop an initial demand. It is usually done in the introductory stages of the product life

cycle. It was the original approach to advertising.

B. Persuasive Product Advertising:

Persuasive product advertising is to develop demand for a particular product or brand. It

is a type of promotion used in the growth period and, to some extent, in the maturity period of

the product life cycle.

C. Reminder-Oriented Product Advertising:

The goal of this type of advertising is to reinforce previous promotional activity by

keeping the brand name in front of the public. It is used in the maturity period as well as

throughout the declining phase of the product life cycle.

4. Advertising based on Product Life Cycle

A. Consumer Advertising

B. Industrial Advertising

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A. Consumer Advertising

Most of the consumer goods producers engage in consumer product advertising.

Marketers of pharmaceuticals, cosmetics, scooters, detergents and soaps, cigarettes and alcoholic

beverages are examples. Baring a few, all these products are all package goods that the consumer

will often buy during the year. There is a heavy competition among the advertisers to establish

an advantage for their particular brand.

B. Industrial Advertising

Industrial executives have little confidence in advertising. They rely on this form of

promotion merely out of fear that their competitors may benefit if they stop their advertising

efforts. The task of the industrial advertiser is complicated by the multiple buying influence

characteristics like, the derived demand, etc. The objectives vary according to the firm and the

situation. They are:

To inform,

To bring in orders,

To induce inquiries,

To get the advertiser’s name on the buyer’s list of sources,

To provide support for the salesman,

To reduce selling costs,

To help get items in the news column of a publication,

To establish recognition for the firm or its product,

To motivate distributors,

To recognition for the firm or its products,

To motivate distributors, to create or change a company’s image,

To create or change a buyer’s attitude, and

The basic appeals tend to increase the rupee profits of the buyer or help in achieving his

non-monetary objectives. Trade journals are the media most generally used followed by

catalogues, direct mail communication, exhibits, and general management publications.

Advertising agencies are much less useful in industrial advertising.

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5. Trade Advertising

A. Retail Advertising

B. Wholesale Advertising

A. Retail Advertising

This may be defined as “covering all advertising by the stores that sell goods directly to

the consuming public. It includes, also advertising by establishments that sell services to the

public, such as beauty shops, petrol pumps and banks.” Advertising agencies are rarely used. The

store personnel are usually given this responsibility as an added task to be performed, together

with their normal functions. The result is that advertising is often relegated to a secondary

position in a retail store. One aspect of retail advertising is co-operative advertising. It refers to

advertising costs between retailers and manufacturers. From the retailer’s point of view, co-

operative advertising permits a store to secure additional advertising that would not otherwise

have been available.

B. Wholesale Advertising

Wholesalers are, generally, not advertising minded, either for themselves or for their

suppliers. They would benefit from adopting some of the image-making techniques used by

retailers – the need for developing an overall promotional strategy. They also need to make a

greater use of supplier promotion materials and programs in a way advantageous to them.

6. Advertising based on Area of Operation

It is classified as follow:

A. National Advertising

B. Regional Advertising

C. Local Advertising

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A. National advertising

It is practiced by many firms in our country. It encourages the consumer to buy their

product wherever they are sold. Most national advertisements concentrate on the overall image

and desirability of the product. The famous national advertisers are:

Hindustan Levers

DCM

ITC

Jay Engineering

TISCO

B. Regional advertising

It is geographical alternative for organizations. For example, Amrit Vanaspati based in

Rajpura claims to be the leading hydrogenated oil producer in the Punjab. But, until recently, it

mainly confined itself to one of the vegetable oil brands distribution to Malihabad district (in

U.P. near Lucknow).

C. Local advertising

It is generally done by retailers rather than manufacturers. These advertisements save the

customer time and money by passing along specific information about products, prices, location,

and so on. Retailer advertisements usually provide specific goods sales during weekends in

various sectors.

7. Advertising According to Medium

The most common classification of advertising is by the medium used. For example: TV,

radio, magazine, outdoor, business periodical, newspaper and direct mail advertising. This

classification is so common in use that it is mentioned here only for the sake of completeness.

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Measuring Advertising Effectiveness

All advertising efforts are directed mainly towards the achievement of business,

marketing and advertising objectives i.e., to increase the sales turnover and thus to market the

maximum profit. The advertiser spends lakhs of rupees in to this advertising activity. In the

background of all these efforts, is an attempt to attract the customer towards the product through

advertising. As soon as the advertising campaign is over, a need is generally arisen to measure

the effectiveness of the campaign. Whether, it has achieved the desired results i.e. desired sales

profitability or results in terms the change in customer’ behaviour in favour of the company’s

product which will naturally, affect the future sale of the product.

In order to measure the effectiveness of advertising copy, two types of tests pre tests and

post tests- can be undertaken. Pre tests are generally conducted in the beginning of the creation

process or at the end of creation process or production stage. There are several pre and post tests

techniques to measure the effectiveness of the advertising copy.

The effectiveness of advertising in a particular media may also be measured

in any of the following ways –

(a) By giving different addresses to different media,

(b) Different newspapers may be selected for advertisements of different departments,

(c) Coupon blank etc. May be provided with the advertisement or

(d) Enquiry from consumers should mention the name of the source of information.

The technique is known as keying the advertising. Thus in measuring the effectiveness of

advertising we include measuring of the effectiveness of advertising campaign, advertising copy

and the effectiveness of individual media. This chapter deals these three problems.

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Importance of measuring the Effectiveness of Advertising

(1) It acts as a Safety measure Testing effectiveness of advertising helps in finding out ineffective advertisement and

advertising campaigns. It facilitates timely adjustments in advertising to make advertising

consumer oriented and result oriented. Thus waste of money in faulty advertising can be avoided.

(2) Provides feedback for remedial measures Testing effectiveness of advertising provides useful information to the advertisers to take

remedial steps against ineffective advertisements.

(3) Avoids possible failure Advertisers are not sure of results of advertising from a particular advertising campaign.

Evaluating advertising effectives helps in estimating the results in order to avoid complete loss.

(4) To justify the Investment in Advertising The expenditure on advertisement is considered to be an investment. The investment in

advertising is a marketing investment and its objectives should be spelt out clearly indicating the

results expected from the campaign. The rate and size of return should be determined in advance.

If the expected rate of return is achieved in terms of additional profits, the advertisement can be

considered as effective one.

(5) To know the communication Effect The effectiveness of the advertisement can be measured in terms of their communication

effects on the target consumers or audience. The main purpose of advertising is communicated

the general public, and existing and prospective consumers, various information about the

product and the company. It is therefore desirable to seek post measurements of advertising in

order to determine whether advertisement have been seen or heard or in other words whether

they have communicated the theme, message or appeal of the advertising.

(6) Compare two markets Under this procedure, advertising is published in test markets and results are contrasted

with other. Markets – so called control markets – which have had the regular advertising

program. The measurements made to determine results may be measurements of change in sales,

change in consumer attitudes, changes in dealer display and so on depending upon the objectives

sought by the advertiser.

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METHODS OF MEASURING ADVERTISING EFFECTIVENESS Advertising is aimed at improving the sales volume of a concern so its effectiveness can

be evaluated by its impact on sales. Most of the managers believe that the advertisement directly

affects the sales volume and hence they evaluate the effectiveness of the advertising campaign by

the increase in the sales volume.

There may be two types measures

(i) Direct measures: and

(ii) Indirect measures:-

(1) Direct Measures of Advertising Effectiveness

Under direct measures, a relationship between advertising and sales is established. A

comparison of sales of two periods or two periods or two markets may be done and the

corresponding changes may be noted. The following are some of the methods that are generally

used in measuring that advertising effects.

(a) Historical Sales Method

Some insights into the effectiveness of past advertising may be obtained by measuring

the relationship between the advertising expenditure and the total sales of the product. A multiple

regression analysis of advertising expenditure and sales over several time periods may be

calculated. It would show how the changes in advertising expenditure have corresponding

changes in sales volume. This technique estimates the contribution that advertising has made to

explaining in a co relational manner rather than a casual sales, the variation in sales over the time

periods covered in the study

(b) Experimental Control

The other measure of advertising effectiveness is the method of experimental control

where a casual relationship between advertising and sales is established. This method is quite

expensive when related to other advertising effectiveness measures yet it is possible to isolate

advertising contribution to sales. Moreover this can be done as a pre-test to aid advertising in

choosing between alternative creative designs. Media schedules expenditure levels or some

combination of these advertising decision areas. One experimental approach to measuring the

sales effectiveness of advertising is test marketing.

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(i) Before-after with Control Group Design

This classic design uses several test and control cities in this design two types of cities are

selected. Cities in which advertising campaigns are affected may be named as test cities and

other cities may be called central cities. First of all, the normal sales level is calculated for both

type of cities prior to advertising campaign, and then the advertising campaign is presented to the

test cities and not the central cities. The effect of advertising campaign, can then, be measured by

subtracting the amount of post campaign figure of sale from the pre campaign sale figures in test

cities

(ii) Multivariable Experimental Designs

While the experimental design discussed above yields a reasonably accurate estimate of

the effects of the advertising on sales, it is not successful in explaining the success or failure of

the campaign itself. Multivariable designs Produce these explanations and are, therefore used by

some very large firm because of their diagnostic value.The power of this multivariable factorial

design is explained by G.H.Brown, former Fords Director of Marketing Research. For any single

medium, eight possible geographic areas have been exposed and eight have not been exposed.

Thus, in this experimental model it is possible to evaluate how each individual medium behaves

alone and in all possible to evaluate how each individual medium behaves alone and in all

possible combinations with other media.

(2) Indirect Measures

As it is very difficult to measure the direct effect of advertising on company’s profits or

sales, most firms rely heavily on indirect measures. These measures do not evaluate the effects of

advertisements directing on sales or profits but all other factors such as customer awareness or

attitude or customer recall of advertising message affect the sales or profits or goals of the

business indirectly. Despite the uncertainties about the relationship between the intermediate

effects of advertising and the ultimate results, there is no other alternative but to use indirect

measures. The most commonly used measures are –

(i) Exposure to Advertisement

In order to be effective, the advertisement must gain exposure. The management is

concerned about the number of target audiences who see or hear the organization message set in

the advertisement. Without exposure, advertisement is bound to failure. Marketers or advertisers

may obtain an idea of exposure generated by the medium by examining its circulation or

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audience data which reveal the number of copies of the magazine, newspaper or journal sold the

number of persons passing the billboards or riding in transit facilities, or the number of persons

living in the televiewing or radio listening area, and the number of persons switching on their

T.V. and radio sets at various points of time. This number can be estimated by interviewing the

numbers of the audience for different media.

(ii) Attention or Recall of Advertising Message Content

This is one of the widely used measures of advertising results. Under this measure, a

recall of the message content among a specified group or groups or prospective customers is

measured within 24 hours of the exposure of the advertisement.

Attention value is the chief quality of the advertising copy the advertisements cannot be

said to be effective unless they attract the attention of the target consumers. There are two

methods for evaluating the attention getting value of the advertisements. One is pre-test and the

other is post-test. In a pre-test evaluation, the consumers are asked to indicate the extent to which

they recognise or recall the advertisement, they have already seen. This test is conducted in the

laboratory setting. Here consumers read, hear or listen to the advertisement and then researchers

ask question regarding the advertisement just to test the recall and then evaluate it. In post-test

method, the consumers are asked questions about the indication of recognition or recall after the

advertisement has been run. These measures assume that customers can recall or recognize what

they have viewed or listened to. Various mechanical devices are being used in the western

countries which provide indices of attention such as eye-camera etc.

(iii) Brand Awareness

The marketers who rely heavily on advertising often appraise its effectiveness by

measuring the customer’s awareness about the particular product or brand. The assumption of

this type of measure is that there is a direct relationship between the advertisements and the

awareness. This type of measure is also subject to the same criticisms as is applicable to direct

measures of effectiveness (sales measures because awareness is also not the direct result of the

advertisements. It is also affected by many other factors. But, for new products, changes in

awareness can often be attributed to the influence of advertising.

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(iv) Comprehension

Consumers generally use advertisements as a means of obtaining information about the

product, brand or the manufacturer. They cannot be informed unless they comprehend the

message (grasp the message mentally and understand it fully). Various tests for valuating

comprehension are available –

One is recall tests – an indicator of comprehension because it is evident that consumers

recall what they comprehend. Another measure of the variable is to ask questions about subjects

how much they have comprehended a message they have recently heard or seen. One may

employ somewhat imprecise test of the comprehension of a newspaper and radio advertisement.

One may ask typical target consumers from time to time such questions like ‘what did you think

of our new commercial?’ and ‘Did it get the message across’? The answers of these questions

will provide sufficient insight into advertising decision making.

(v) Attitude Change

Since advertising is considered to be one way of influencing the state of the mind of the

audience towards a product, service or organisation, the results are very often measured in terms

of attitudes among groups exposed to advertising communication. Several measures are used

ranging from asking the questions about willingness to buy the likelihood of buying to the

measurement of the extent to which specific attributes (such as modern or new) are associated

with a product.

(vi) Action

One objective of advertisement may be assumed to be to stimulate action or behavior.

The action or intention to take an action may be measured on the intention to buy measuring

instrument. Under this type of measure, consumers are asked to respond why they are interested

in purchasing the product or brand. One type of action that advertisers attempt to induce is

buying behavior. The assumption is that if an increase in sales follows a decrease in advertising

expenditure, the change in sales levels are good indicators of the effectiveness of advertising.

Logic suggests that measurement of sales is preferable to other measurements.

Thus, these above measures (direct or indirect) are used to evaluate the effectiveness of

advertisements. It seems from the analysis of the above methods of measuring effectiveness that

directly or indirectly changes in sales or profits are taken as the measuring rod of the

effectiveness of the advertising.

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COMMUNICATION EFFECTS OF ADVERTISEMENT The management should attempt to evaluate the effectiveness of the advertising

campaign if the firm’s advertising goals are to be achieved and the ad effectiveness is to be

increased. By regular evaluation of the effectiveness, the short comings and the plus points

would be revealed and the management would be able to improve the campaign by negating the

shortcomings and retaining the favorable point. For this purpose, it is very necessary to know

how advertising affects the buyer’s behaviors. But this is very difficult task because

measurements are imperfect and imprecise.

The effectiveness of advertising can be measured by the extent, it to which it achieves the

objectives set for it. If it succeeds in attaining the objectives. Advertising can be said to be

effective otherwise it will be a waste of money and time. In this sense, advertising can be

recognized as a business activity like other activities.

In a very real sense the integrity of promotional activities rests on how well those

activities work. An advertising budget that is spent on some poorly defined task or on undefined

tasks may be regarded as an economic waste as compared to that spent to achieve the well

defined objectives for which the results can be measured. Any social institution upon which a

significant portion of our total productive efforts is expanded should be able to point to its

specific accomplishment. Indeed, it is a source of discomfort that specific results of advertising

activities have not always been subject to precise measurement. Both practitioners and critics

feel that promotional activities should only be accepted as socio – economic – institution with

full right and privileges “when the means

exist to prove that advertising super are productive rupees’ It is undoubtedly a source of

embarrassment that we cannot exactly measure the effectiveness of advertising in definitive

terms.

The exact result of advertisement expenditure is very difficult to predict because.-

(a) The reaction of consumer – buyers to the advertising efforts cannot be known in advance.

(b) The reaction of competitors in the field cannot be guessed in anticipation and

(c) The unexpected events (such as change in social and economic environment and the

government policies etc.) cannot be accurately anticipated. Such events may influence the results

of the advertising efforts. If we take a hypothetical case of a retailer who contract to spent

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Rs.5000 on advertisement with a local newspaper for a special sales even. The advertisement is

seen and the response is much greater than it is anticipated. What caused the success of sale?

They message theme colors etc., of the advertisement or the low prices quoted during the sale of

the superior quality of the product or absence of competition in the market on the day or the

favorable. Weather conditions or the goodwill of the firm etc. The overwhelming success of the

sale is the joint result of all the above variables and it is quite impossible to isolate the role of any

one variable. It is so because the cause and effect – relationship cannot be established in advance

when a multitude of variable impinge upon a particular event. It is entirely possible that a poor

advertising support may push up the sale because everything else falls into its proper place or the

reverse may be possible. But it does not mean that that we cannot measure the effects of

particulars advertising effort. The advertising executives are much concerned about the

assessment of the effectiveness of the advertising efforts. For this purpose, the management

needs answers to such questions as: was the advertising campaign really successful in attaining

the advertising goals? Were our T.V. commercials as good as those of our competitors? Will the

print advertisement, which we have designed, make consumers aware of our new product? To

get answers of these questions, various tests of effectiveness (Pre- tests and post – tests ) are

deeded to determine whether proposed advertisement should be used, and if they are not

satisfactory how they might be improved, and whether on going campaign should be stopped

continued or changed. Pre- tests are conducted before exposing target consumers to the

advertisements and post tests after consumers have been exposed to them.

As indicated earlier, the advertisers are interested in knowing what they are getting for

their advertising rupees, So they test the proposed advertisement with pre test and measure the

actual results with a post test. In the past, protesting was done by the advertising agencies but

now the advertisers have been taking an increasingly active role in protesting process. Pre test

may be done either before an advertisement has been designed or executed after it is ready for

public distribution or at both points.

During protesting there is often research on three vital questions:-

(i) Do consumers feel that the advertisement communicates something desirable about the

product?

(ii) Does the message have an exclusive appeal that differentiates the product from that of the

competitors?

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(iii) Is the advertisement believable?

Although a lot of money is spent on protesting yet the advertisers like to confirm the

results by post testing of their promotional campaigns due to the following reasons:-

(i) There is a need produce more effective advertising by retaining the good and removing the

bad.

(ii) The advertising executives can prove to the satisfaction of the management that a higher

advertising budget will benefit the firm.

(iii) There is a need for measuring the results to determine the level of expenditure that is most

promising.

Most research focuses on the communication effect rather than sales effect because it is a

long run process. In the short run, however sales may be slight and important but in the long run

its effects ob brands and companies may be of great importance. Indirectly it will affect the sales

in the long run, by changing the consumer awareness and attitude. The advertisers are therefore,

concerned with their impact on consumer awareness and attitude.

The communication effect on sales may be presented in the following figure:-

Communication Effect on Sales

Awareness ↓

Attitude ↓

Trial ↓

Satisfaction ↓

Purchases or repurchase

Awareness builds a favorable or at least a curious attitude towards the product which

leads to experimentation. If consumer is satisfied with the trial he may decide to purchase the

product. There are many critical and unresolved issues in determining how to test the

communication effects of advertising. Among these are:-

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(1) Exposure Conditions – Should advertising be tested under realistic conditions or under more

controlled laboratory conditions?

(2) Execution – Protesting a finished advertisement as an expensive and time consuming. Does

protesting a preliminary execution produce accurate and useful data?

(3) Quality Vs. Quantity Data- Quantitative data are the easiest and the almost precise

measurement. But qualitative data collected through interviews may provide information that

short answer questions never can.

Many types of advertising tests are conducted (different methods of pre tests and post –

test are given in question number) In T.V. commercials are tested by inviting a group of people

to the studio to view a program. The audience is then surveyed about the commercials. Print

advertisements are tested through dummy magazine portfolio tests.

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Compunction Effectiveness Vs Sales Effectiveness

It is easier to assess the communication effect of advertising than the sales effect. Many

firms try to measure the effectiveness of advertising in terms of sales results but this practice is

always misleading. Since, the effect is the result of so many variables, a distinct effect of

advertising on sales cannot be correctly measured, Although there may be some exceptions. For

example direct mail advertising can effectively be measured by the inquiries received. But in

many situations the exact relationship between advertising activity and sales cannot be

established satisfactorily.

We can correctly assume that some sales will occur even though there is no advertising or

little advertising or conversely there will be no increase in sales after the point of saturation is

reached or it may be that sales will show a decreasing trend at this point in spite of large amount

of expenditure on advertising is done. It is so because advertising is no the only variable that

effect the sales.

Thus, we may conduct that sales effect of advertising is difficult to measure because a

number of variables affect the quantum of tales and the contribution of advertisement cannot be

measured separately unless all other variables are presumed to be constant. This situation is quite

hypothetical and almost nonexistent. Added to this is the fact that advertisement itself is made of

a variety of variables such as media, messages, colours, page or time of the day, locations, the

size of the headline and the appeals used. Thus even if the advertising variable is separated this

would still not answer the question about the effectiveness of the individual components of the

advertising campaign. So advertisers try to measure the communication effect of the advertising.

Suitability

In small business firms where the marketing research resources are limited advertising

managers may decide on less expensive and less relevant measures. The big business house,

which has more access to research, may decide on the more relevant and expensive measures.

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Factors Affecting Advertising

The final external factor in the planning framework concerns environmental factor social,

legal, and global. Law forbids deceptive advertising. One solution is to create brand advertising

that is vague and contains little specific information. However, such an approach can result not

only in ineffective advertising; by it can lessen the social value of advertising by reducing the

amount for useful information that it provides to society. Thus, and advertiser who attempts to

provide specific, relevant information must be well aware of advertising regulation.

Even more difficult consideration for people involved in the advertising effort is broad

social and economic issues. Another concern is that advertising, especially when it is more

irritating than entertaining, is an intrusion into an already excessively polluted environment. A

whole set of rules is emerging to cover advertising directed at children, and advertising for

products such as alcohol and cigarettes, and the use of environmental and health claims in

advertising.

Thus advertising has a tremendous impact on international marketing and the two

concepts therefore go hand in hand and are dependent on each other.

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IMPACT OF ADVERTISEMENT

Advertising has an important effect on a country’s economy, society, culture, and

political system. This is especially true in the United States where the advertising industry plays

such a prominent role.

1. Economic Impact

Most economists believe that advertising has a positive impact on the economy

because it stimulates demand for products and services, strengthening the economy by

promoting the sale of goods and services. Manufacturers know that advertising can help

sell a new product quickly, enabling them to recoup the costs of developing new

products. By stimulating the development of new products, advertising helps increase

competition. Many economists believe that increased competition leads to lower prices,

thereby benefiting consumers and the economy as a whole. These economists also argue

that by interesting consumers in purchasing goods, advertising enables manufacturers and

others to sell their products in larger quantities. The increased volume of sales enables

companies to produce individual units at lower costs and therefore, sell them at a lower

price. Advertising thus benefits consumers by helping lower prices.

Other economists, however, believe that advertising is wasteful. They argue that

the cost of advertising adds to the cost of goods and that most advertising simply

encourages consumers to buy one brand rather than another. According to this view,

advertising simply moves sales from one company to another, rather than increasing sales

overall and thereby benefiting the economy as a whole.

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2. Social Impact

Advertising can have wide-ranging repercussions on a society. Some critics

suggest that advertising promotes a materialistic way of life by leading people to believe

that happiness is achieved by purchasing products. They argue that advertising creates a

consumer culture in which buying exciting new products becomes the foundation of the

society's values, pleasures, and goals.

Other critics express concern over the way advertising has affected women and

racial minority groups. Ads in the 1950s depicted women primarily as decoration or sex

objects. Although millions of women worked outside the home in the 1960s, ads

continued to focus on their role as homemakers. Whether owing to the feminist

movement or to women's increasing economic power, after the 1960s it became more

common to see women depicted in professional roles. However, many ads today still

emphasize a woman’s sexuality.

The way advertising has depicted racial minorities has also been harmful. Prior to

1960, African Americans were usually shown in a subordinate position. Due to the

influence of the civil rights movement, however, advertisers by the 1980s had begun to

depict African Americans as students, professionals, or business people. However, many

African American organizations and community activists continue to object to the way

that alcohol and tobacco companies have seemingly targeted low-income minority

communities with a heavy preponderance of outdoor advertising for their products.

As ads have begun to more fully reflect the lives of women and African

Americans in the United States, increasing attention has been paid to the way in which

advertising shows other ethnic groups, including Hispanics, Asians, Native Americans,

and Eastern Europeans. There is still considerable debate over how advertising influences

public perception of gender and of particular ethnic groups.

Advertising has a major social impact by helping sustain mass communications

media and making them relatively inexpensive, if not free, to the public. Newspapers,

magazines, radio, and broadcast television all receive their primary income from

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advertising. Without advertising, many of these forms of mass communication might not

exist to the extent that they do today, or they might be considerably more expensive, offer

less variety, or even be subject to government control through subsidies. In-depth news

programs, a diversity of magazines, and free entertainment might no longer be widely

available.

At the same time, however, some critics warn that because advertising plays such

a major economic role, it may exercise undue influence on the news media and thereby

curtail the free flow of information in a free society. Reporters and editors, for example,

may be hesitant to develop a news story that criticizes a major advertiser. As a result,

society might not be alerted to harmful or potentially harmful conduct by the advertiser.

Most members of the news media deny that pressure from an advertiser prevents them

from pursuing news stories involving that advertiser, but some members of the media

acknowledge that they might not be inclined to investigate an issue aggressively if it

threatened to offend a major advertiser.

Advertisers may affect media programming in other ways, too, critics charge. For

example, companies that sponsor TV programs prefer relatively wholesome,

noncontroversial programming to avoid offending a mass audience. This preference

causes TV networks to emphasize this type of programming. The result is that society

may be denied the benefits of being able to view challenging or highly original

entertainment programs or news programs on controversial issues. Because advertisers

are especially interested in attracting the 18 to 34 year olds who account for most

consumer spending, television shows are often developed with this audience in mind. If

the ratings show that a program is not attracting large audiences, particularly among 18 to

34 year olds, advertisers often withdraw support, which causes a program to be canceled.

As a result, shows that are more likely to interest and to be of value to older audiences are

not produced.

The impact of television on young children has received much attention. Research

suggests that children see television advertising as just another form of programming and

react uncritically to its messages, which makes them especially vulnerable to advertising.

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There is also concern about the way in which adolescent girls respond to advertising that

features beautiful, thin models. Research indicates that many adolescent girls are unduly

influenced by this standard of beauty, become dissatisfied with their own bodies, and

may develop eating disorders in pursuit of a thin figure. New research suggests that

adolescent boys are also being influenced by advertising images of bulked-up, buffed

bodies. As a result, many become dissatisfied with their own body image, devote large

amounts of time to weightlifting, and may even take drugs that have harmful side effects

in order to develop more muscle. Those over the age of 60 are thought to be less

influenced by advertising, but some elderly people no longer process messages as easily

as younger people, making them more susceptible to questionable advertising claims.

3. Political Impact

Advertising is now a major component of political campaigns and therefore has a

big influence on the democratic process itself. In 1998 more than $467 million was spent

on election campaigns in the United States. That amount of spending placed political

advertising in the ranks of the country’s 30 leading advertisers that year. Political

advertising is a relatively new development in U.S. history. Advertising professionals did

not become involved in electoral campaigns until the 1950s. But since then, political

advertising has grown in sophistication and complexity.

Political advertising enables candidates to convey their positions on important

issues and to acquaint voters with their accomplishments and personalities. Television

advertising is especially effective for candidates running for national or statewide office

because it can reach so many people at once. Candidates can also use advertising to

respond effectively to the charges of their opponents.

Various campaign finance reform proposals, however, have tried to address the

impact of television advertising on political campaigning. Because of the high cost of

television ads, the costs of political campaigns have skyrocketed, making it necessary for

candidates to raise money continually, even after they have been elected to office. Critics

say this factor jeopardizes the democratic process by making elected officials beholden to

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wealthy contributors and by making it more likely that only the wealthy will run for

office. Some reform proposals have called for free airtime, but television and radio

networks have resisted this idea.

Critics of political advertising also charge that the 30-second television spot has

become more important to a political campaign than a thorough discussion of the issues.

As a result, voters are bombarded with image advertising rather than being acquainted

with the candidate’s positions. They contend that this practice is harmful to good

government. Issues are simplified, and candidates are “packaged and sold” much like a

consumer product, thereby distorting the political process.

4. Cultural Impact

Advertising can affect cultural values. Some advertising messages, for example,

encourage aggressive individualism, which may clash with the traditional cultural values

of a country where the collective or group is emphasized over the individual or humility

or modesty is preferred to aggressiveness. With the globalization of the world economy,

multinational corporations often use the same advertising to sell to consumers around the

world. Some critics argue that advertising messages are thus helping to break down

distinct cultural differences and traditional values, causing the world to become

increasingly homogeneous.

Many advertising campaigns, however, have universal appeal, overriding cultural

differences, or they contribute to culture in a positive way. Humor in advertising has

made many ad campaigns widely popular, in some cases achieving the status of folklore

or taking on new life in another arena. For example, a popular ad campaign for a fast-

food chain with the slogan “Where’s the beef?” became part of the 1980 Democratic

presidential primary campaign between Gary Hart and Walter Mondale. The ad ridiculed

a competitor by depicting a small hamburger patty dwarfed by a huge bun. During a

primary debate one of the candidates used the ad slogan to suggest that his opponent’s

campaign lacked substance.

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RESEARCH METHODOLOGY

Research Design : Descriptive

Data Source : Primary data

: Secondary data

Research Instrument : Questionnaire

Sample design : Simple random design

Sample size : 100

Sample location : Delhi

: NCR

Sample element : Students

: House hold

: Professional

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RESEARCH METHODOLOGY

Chi-Square Test Chi-square is a statistical test commonly used to compare observed data with data we would

expect to obtain according to a specific hypothesis. For example, if, according to Mendel's laws,

you expected 10 of 20 offspring from a cross to be male and the actual observed number was 8

males, then you might want to know about the "goodness to fit" between the observed and

expected. Were the deviations (differences between observed and expected) the result of chance,

or were they due to other factors. How much deviation can occur before you, the investigator,

must conclude that something other than chance is at work, causing the observed to differ from

the expected. The chi-square test is always testing what scientists call the null hypothesis, which

states that there is no significant difference between the expected and observed result

The formula for calculating chi-square ( χ2) is: χ2= (o-e)2/e

That is, chi-square is the sum of the squared difference between observed (o) and the expected

(e) data (or the deviation, d), divided by the expected data in all possible categories.

Step-by-Step Procedure for Testing Your Hypothesis and Calculating Chi-Square

1. State the hypothesis being tested and the predicted results. Gather the data by conducting the

proper experiment (or, if working genetics problems, use the data provided in the problem).

2. Determine the expected numbers for each observational class. Remember to use numbers, not

percentages.

Chi-square should not be calculated if the expected value in any category is less than 5.

3. Calculate 2 using the formula. Complete all calculations to three significant digits. Round off

your answer to two significant digits.

4. Use the chi-square distribution table to determine significance of the value.

Determine degrees of freedom and locate the value in the appropriate column.

Locate the value closest to your calculated on that degrees of freedom df row.

Move up the column to determine the p value.

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5. State your conclusion in terms of your hypothesis.

If the p value for the calculated is p > 0.05, accept your hypothesis. 'The deviation is small

enough that chance alone accounts for it. A p value of 0.6, for example, means that there

is a 60% probability that any deviation from expected is due to chance only. This is

within the range of acceptable deviation.

If the p value for the calculated is p < 0.05, reject your hypothesis, and conclude that some

factor other than chance is operating for the deviation to be so great. For example, a p

value of 0.01 means that there is only a 1% chance that this deviation is due to chance

alone. Therefore, other factors must be involved.

The chi-square test will be used to test for the "goodness to fit" between observed and expected

data from several laboratory investigations.

ANALYSIS OF DATA COLLECTION In order to present the report with a pragmatic approach along with the theoretical aspect some

primary and secondary data is collected so as to present our report with facts and figures. PRIMARY DATA: The primary data has been collected by preparing a questionnaire, which was circulated over

hundred persons. They have been asked questions regarding the different kind of media affecting

their choices regarding the different products. A specimen of the questionnaire is attached.

SECONDARY DATA: The secondary data is also of utmost importance. It helps in the in depth analysis of the

organization. Various facts and figures have been gathered through different websites & portals.

A list of all those referral websites is mentioned later in the report in references.

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SAMPLING UNIT

Sampling Unit is the total number of samples differed in different locality.

Sl. No. Classes No. of Classes

1. Students 33

2. Professionals 34

3. Household 33

Total 100

Data have been collected through the survey method while surveys have been conducted in one

city:

i) Delhi

ii) NCR

The data collected was both from the primary and secondary source. The primary data was

collected through questionnaires and was collected personally.

The secondary data was collected through books, magazines, and websites. All the area had

segmented according the population of this area. We have considered 100 as sample size.

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CHI-SQUARE TEST Aim- To find out is there a relationship between the occupation of the customer and mode of advertising media affecting their perception with regards to different products. Following is the information collected from the primary source . Type of media⇒ Occupation of people⇓

Outdoor media Print media Electronic media

Student 10 8 2 20 Professional 10 9 1 20 Household 5 10 45 60 Total 25 27 48 100 Step 1: H0: There is no significant difference (or no relationship) between the people occupation and the mode of advertising media affecting their perception. HA: There is significant difference( or relationship) between the people occupation and the mode of advertising media affecting their perception. Step 2: Level of significance α considered in this analysis is 5% α=0.05. Step3: Calculation for the expected frequency We use formula (Row total*column total)/Grand total E11=R1C1/N=(25*20)/100=5, E12=(R1C2)/N=(27*20)100=5.4 E13=(R1c3)/N=(48*20)/100=9.6 EE21=(R2C1)/N=(27*20)100=5.4 E22=(R2c2)/N=(48*20)/100=9.6 E23=(R2C3)/N=(25*20)/100=5, E31=(R3C1)/N=(60*25)/100=15 E32=(R3C2)/N=(27*60)/100=16.2 E33=(R3C3)/N=(48*60)/100=28.8 Step 4: Test statistic for testing H0 is: ℵ^2=∑(0i-Ei)^2/Ei

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Observed frequency Oi

`Expected Frequency Ei

(Oi- Ei)^2 ( Oi-Ei)^2/ Ei

10 5 25 5 8 5.4 6.76 1.25 2 9.6 57.76 6.01 10 5 25 5 9 5.4 12.96 2.4 1 9.6 73.96 7.70 5 15 100 6.66 10 6 16 2.66 15 28.8 262.44 9.1125 ℵ^2 =45.79 Step 5:

Statistic follows a chi-square distribution. So

(r=no. of rows

c= no. columns)

Degree of freedom df=(r-1)(c-1)

= (3-1)(3-1)

= 2*2= 4.

Tabulated value at 4 degree of freedom and 0.05 level of significance.

D(4,0.05)= 9.488

Step6:

ℵ^2 cal > ℵ^ tab.

The decision rule is to reject the null hypothesis if the calculated value of the ℵ^2 comes to be

greater than the tabulated value of the ℵ^2 and to accept it otherwise.

In this case we reject null hypothesis.

Thus accept the HA,

Step:7

Conclusion:

There is a significant difference between the people occupation and mode of media affecting

their perception regarding different products.

Hence People with different occupation are affected differently by different kinds of media i..e

Print media ,electronic media and Outdoor media

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GRAPHICAL INTERPRETATION

1. From where do you get information about the new product?

Answers No. of respondents Television & other electronic media 48 Newspapers and Magazines 27 Outdoor advertizing (billboards and hoardings)

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  Interpretation A large size of population is influenced by Television and Newspapers.

2. Which form of advertisement do you like more?

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Answers No. of respondents Still image 28 Moving image 72  

                                                                                                                                                                                                                                  

Interpretation: People are more affected by advertisement with moving image.

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3. For you advertisement is a source of :

Answers No. of respondents Information 62 Entertainment 38  

                                                                                                                                                                                                                                  

Interpretation: More number of people consider advertisement as a source of information rather than a source of entertainment.

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4. Does entertaining advertisement affect your opinion about the product?

Answers No. of respondents Yes 26 No 74  

                                                                                                                                                                                                                                  

Interpretation: Entertaining advertisement does not affect the opinion of customer about the product

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5. Does information provided in advertisement affects your opinion about

the product? Answers No. of respondents Yes 87 No 13

Interpretation: Information provided in the advertisement affect very much on the opinion of consumers about the product.

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6. Does language used in advertisement affects your opinion about the

product? Answers No. of respondents Yes 63 No 37  

                                                                                                                                                                                                                                  

Interpretation: Language used in the advertisement affects a lot on the opinion of consumers about the product.

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7. Does presence of any celebrity in the advertisement affects your opinion about the product?

Answers No. of respondents Yes 69 No 31  

                                                                                                                                                                                                                                  

Interpretation: Presence of any celebrity affects on the opinion of consumers about the product.

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8. Does intensity of the advertisement affects your opinion about the product?

Answers No. of respondents Yes 52 No 48  

                                                                                                                                                                                                                                  

Interpretation: The effect of intensity is very powerful on the opinion of consumers about the product.

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9. Does presence of social issues in the advertisement affects your opinion about the product?

Answers No. of respondents Yes 59 No 41  

                                                                                                                                                                                                                                  

Interpretation: Presence of social issues in advertisements affects very much on the opinion of consumers about the product.

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10. Do you think advertisement helps in increasing sales of any product? Answers No. of respondents Yes 87 No 13  

                                                                                                                                                                                                                                  

Interpretation: Advertisement helps very much in increasing the sales of any product.

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FINDINGS

Advertisements with moving image are more effective than advertisement with still

image.

Information provided in the advertisement has more influence on consumer’s perception

about the product.

Language used in the advertisement also plays important role in increasing effectiveness

of an advertisement.

Intensity of advertisement affects the perception of consumers towards the product and

leads them for its purchase.

Social issues included in advertisement affects the perception of high age group people.

National advertisement has more influence on consumer’s perception about the product

instead of local advertisement.

Advertisement increases the sales of any product.

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SUMMARY

Advertising may be defined as the process of buying sponsor-identified media space or

time in order to promote a product or an idea.

The American Marketing Association, Chicago, has defined advertising as “any form of non-

personal presentation or promotion of ideas, goods or services, by an identified sponsor.”

Advertising focuses on mass production and mass communication along with the niche markets

and specialized markets . Advertising includes the following forms of messages: The messages

carried in-

Newspapers and magazines;

On radio and television broadcasts;

Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by

inserts in packages);

Dealer help materials,

Window display and counter – display materials and efforts;

Store signs, motion pictures used for advertising,

Novelties bearing advertising messages and Signature of the advertiser,

Label stags and other literature accompanying the merchandise.

Advertising seeks to condition the consumer so that he/she may have a favorable reaction

to the promotional message. Advertising objectives serve as guidelines for the planning and

implementation of the entire advertising program.

Each advertisement is a specific communication that must be effective, not just for one customer, but for many target buyers. This means that specific objectives should be set for each particular advertisement campaign. Advertising is a form of promotion and like a promotion; the objectives of advertising should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer should be clearly indicated. The objectives of advertising were traditionally stated in terms of direct sales. Now, it is to view advertising as having communication objectives that seek to inform persuade and remind potential customers of the worth of the product.

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CONCLUSION

CHI-SQUARE reveals that all the determinants are not internally equal

they are significantly different from one another. Similarly, all the parameters are not internally

equal they are significantly different from one another.

In order to measure the effectiveness of advertising, which approach (communication

effectiveness or sales effectiveness), is more suitable? Two factors are to be considered in

deciding the approach. They are

1. Relevance of advertising objectives on the overall performance objectives:

Generally advertising managers would like to know the role of advertisements on the

overall performance of the business firm i.e., return on investment and on profitability. A sale is

a determining factor of company performance.

2. Difficulty and cost of obtaining data needed to evaluate effectiveness:

Generally communication measures are easy to follow than sales effectiveness measures.

If the measures of advertising are more relevant they will be difficult and costly. If it is less

difficult and cheap the measures will not be more relevant. Therefore, the advertising manager

has to make a balance between these two approaches.

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LIMITATIONS

The marketing researcher has to face certain difficulties while he carries out

the research work. He knows the limitation beforehand, uncontrollable and others are

controllable. Some important limitations, which are faced by researchers as follows: -

Sample size restricted to 100 only which was very less according total population.

The responses given by respondents were not always accurate because the

respondents gave the response according to their understanding.

Survey is a time consuming process but the time to collect the data for research

was very less.

Sometimes the respondents are not willing to fill the questionnaire and hence

the resultant may not be correct.

Marketing researchers studies the behavior that is rational. Very often, they do not

express their feeling correctly what they think. In such cases their habitual,

practice, preferences cannot be assessed correctly.

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SUGGESTIONS

Advertisement should be made with keeping the determinants of effectiveness in mind.

Advertisement should be according to the product and its suitability with different age

groups.

To make advertisement more effective all the determinants of effectiveness should be

taken care of.

Investment in advertisement should be made with great care of media of advertisement

and type of advertisement.

Advertisers should develop new and more effective ways of advertisement.

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REFERENCE

Books

1. Mohan M, (1989), Advertising Management : concept and cases, Tata Mc Grawhill, India.

2. Kotler Philip,(2000), Marketing Management, The millennium edition, Printice hall, India.

3. Kapferer J. , (2009) Strategic Brand Management , Kogan page India Pvt. Ltd.

4. Strategic Brand Management – Kapferer

5. Gupta S.L (2005), Advertising and Sales Promotion Management, Excel Books, New Delhi.

Internet

1. http://books.google.com/books?id=t-yoHkKZ9ZsC&q=marketing&dq=marketing&cd=1

2. http://books.google.com/books?id=wAMsaLJoykYC&dq=marketing&cd=3

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ANNEXURE Questionnaire

We are doing a research project as part of our curriculum on “ A Study on Effect of

various modes of Advertisement on Consumers”. For this we require you to please fill this

questionnaire.

Name: ……………………………….................................

Sex: a. Male [ ] b. Female [ ]

Age:

a. Below 20 [ ]

b. 20 to 30 [ ]

c. 30 to 40 [ ]

d. Above 40 [ ]

Occupation:

a. Student [ ]

b. Business class [ ]

c. House hold [ ]

d. Service class [ ]

1. From where do you get information about the new product?

a. Television [ ]

b. Newspapers and Magazines [ ]

c. Outdoor advertizing [ ]

d. Internet [ ]

e. Peers (friends/family) [ ]

2. Which form of Outdoor advertisement do you like more?

a. Still image (Banners and hoardings) [ ]

b. Moving image (Visual display board) [ ]

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3. For you advertisement is a source of

a. Information [ ]

b. Entertainment [ ]

4. Does an entertaining advertisement influences your opinion about the product?

a. Yes [ ]

b. No [ ]

5. Does information provided in advertisement affects your opinion about the product?

a. Yes [ ]

b. No [ ]

6. Does language used in advertisement affects your opinion about the product?

a. Yes [ ]

b. No [ ]

7. Does presence of any celebrity in the advertisement affects your opinion about the

product?

a. Yes [ ]

b. No [ ]

8. Does intensity of the advertisement affects your opinion about the product?

a. Yes [ ]

b. No [ ]

9. Does presence of social issues in the advertisement affects your opinion about the

product?

a. Yes [ ]

b. No [ ]

10. Do you think advertisement helps in increasing sales of any product?

a. Yes [ ]

b. No [ ]