CREATIVITY IN ADVERTISING

Business Economics Magazine

SUMMER INTERNSHIP PROJECT REPORT
SUBMITTED TOWARDS PARTIAL FULFILLMENT OF
POST GRADUATE DIPLOMA IN MANAGEMENT
(Approved by AICTE)
ACADEMIC SESSION
2019-21
Submitted By:
Ankita Singh
19PGDM133
Batch 2019-21

Company Guide: Faculty Guide:

Mr. Sourav Bhowmik Dr. Avinash K. Shrivastava
Manager Asst. Professor
Business Development Operations Research & QT
Business Economics IMI Kolkata

INTERNATIONAL MANAGEMENT INSTITUTE

2/4C, JUDGES COURT ROAD, ALIPORE
KOLKATA 700027

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 CERTIFICATE

This is to certify that Ankita Singh, a student of PGDM (Batch- 2019-21) at International Management
Institute, Kolkata has successfully completed her project work titled, “Creativity in Advertising” for
Business Economics Magazine in partial fulfilment of requirement for the completion Post Graduate
Diploma in Management as prescribed by the Institute.
This project report is a record of the authentic work carried by her and has not been presented anywhere
for any purpose, what-so-ever.

Faculty Guide:
Dr. Avinash K. Shrivastava
Assistant Professor
Operations Research & QT
IMI-Kolkata

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 TABLE OF CONTENTS

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 5
1. ACKNOWLEDGEMENT
6
2. EXECUTIVE SUMMARY
7
3. INTRODUCTION
8
4. ADVERTISING INDUSTRY IN INDIA
5. IMPACT OF ADVERTISING
9

6. AIDA FORMULA IN ADVERTISING 10-11

11-12
7. EFFECTIVENESS OF ADVERTISING IN BUSINESS ECONOMICS
8. CREATIVITY IN ADVERTISING
 ASPECTS OF CREATIVE STRATEGY 12-14
 PROCESS OF CREATIVITY IN BUSINESS ECONOMICS

9. OBJECTIVE 15
10. METHODOLOGY
15

11. ANALYSIS AND FINDINGS

16-18

12. SWOT ANALYSIS 19

13. LIMITATIONS 20
14. CONCLUSION 20
15. REFERENCES 21

ACKNOWLEDGEMENT

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I sincerely express my deep sense of gratitude to Business Economics Magazine for providing me with
the opportunity of gaining the valuable experience in the company during the Summer Internship period.
I am also grateful Mr. Sourav Bhowmik, Business Development Manager for allowing me to work
under his supervision as well as helping and guiding me throughout the internship period with his
insightful knowledge and expertise.
I would also extend my thankfulness to my faculty guide, Dr. Avinash K. Shrivastava, Assistant
Professor at IMI Kolkata, for being kind and helpful to me. His assistance became a great support in
completion of my internship project.

EXECUTIVE SUMMARY

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Creativity is thinking new things. Innovation is doing new things.” (Theodore Levitt) In today’s media
landscape where it’s very difficult to shape consumers attitude and intentions and move them to next
level purchasing process, advertisers find it even harder and challenging to interrupt through the clutter
of competing advertisement. The advertising industry has experienced dynamic changes over the last
several decades. The changes are good in terms of Technology advancement, Medium and more
methods to draw in consumers and on Creativity. This study represents how creativity impacted
advertising and understanding the worth of creativity in advertising. The importance of creativity factor
in advertising receives wide recognition by many researchers, practitioner, but there's a miss of true &
systematic research to define advertising creativity and the way it relates to ad effectiveness. The study
discusses some campaigns that have left their strong impression on consumers.
The study particularly focuses on creativity in advertising of Business Economics magazine. In this
regard telephonic interviews were conducted with advertisers and advertising clients who were asked
questions on the importance of advertising, the element of creative advertising, the newest technologies
and trends that have come up and therefore the way in which these s adapted by the magazine media.
The study shows the creative strategy in advertising adopted by business Economics as well as the
loopholes in its advertising and the manner in which it can be improved.
The presented study tries to come up with some evidence of creativity by reviewing expert views, past
literature in advertising and marketing. The study discusses different forum on how creativity works,
and what makes a advertisement to travel good or poorly. It summarized the worth of creativity in
advertising through Expert interviews, published material and related secondary data to know the logic

INTRODUCTION
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Creativity can be defined as “the use of imagination or original ideas to create something”. In
advertising, it is what brings meaning to brand messaging. People often think technology itself is the
most important part in the tech world, but without creativity there is no way to create meaningful
connections with your customers. It has been said that the best way to be noticed in the midst of
advertising “noise” is to be compelling. And the most compelling ads are the ones that grab and
maintain your audience’s attention.

Business Economics is a popular business

magazine that has been around since 1995. It's been
one among the foremost sought-after English
magazines in India since it bears the newest grub. It
has a whopping 10-section list: World,
Environment, Finance, Economy, Industry,
Technology, Agriculture, Health, Culture, and
Enlightenment. This provides Business Economics
a singular edge over other similar magazines. This
has the foremost varied readerships everywhere the
country. Magazine ads mean long shelf lives for the
ads and lasting durable message to your targeted
consumers. Advertising in Business Economics
magazines ensures minimal duplicate reach amidst
its target group. Advertising in Business
Economics ensures favourability, purchase
consideration and also awareness for brand.
In today’s media landscape advertisers find it even
tougher to interrupt through the clutter of
competing ads so as to shape consumers attitudes
and intentions. An honest alternative strategy to
greater advertising spending could also be more creative advertising. Understanding the very fact that
creative ideas don't come across overnight, they're required to be developed through systematic thinking.
Breakthrough ideas might appear to be instant or impulsive, but they're not. They're supported sound
strategy, outstanding visuals and replica, and therefore the correct application of timing and media. The
art is in ensuring that each one elements of communication work together in order that the result's more
powerful and effective.
There are much bold evidences that significant changes are being faced by this industry. a number of
these changes are good which include big ideas, innovative partnerships, & interesting new work, that
show what advertising can do for brands. Advertising allows you to speak a salient message to an
outsized group of consumers faster than the other sort of communication. It allows you to really connect
together with your consumer, it gives you a chance to develop an ongoing relationship between the
buyer and a brand. At its best, advertising will create a way of urgency for the buyer, honest awareness
ensures that there are products, places, styles or sensibilities that exclaim for attention or action. To try
to that there are various

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Sorts of advertising, an advertising or a tough sell, a subtle approach or a blatant approach, an
informative style, humour or a contemporary and edgy one. Style will always change with the
merchandise or service you're selling, with the timing of the message and with the medium you're using.
But important aspect is how you'll engage your consumers to observe that Creative challenge you took
with the blend of favour.

ADVERTISING INDUSTRY IN INDIA

The Indian advertising industry has evolved from being a small-scaled business to a full-fledged
industry. The advertising industry is projected to be the second fastest growing advertising market in
Asia after China.
The Indian government has given tremendous support to the advertising and marketing industry.
Advertising expenditure is probably going to extend within the financial sector, driven by Federal
Reserve Bank of India (RBI) policies which could end in a more favourable business environment. Also,
proposed licences for new banks and better market sentiments render the advertising and marketing
industry in India a fertile space.
Print advertising accounted for the most important market share of nearly 41.2% in 2017, followed by
television advertising (38.2%), Online advertising (11%) and rest outdoor, radio and cinema advertising
makes up 10%.
The Indian advertising industry has evolved from being a small-scaled business to a full-fledged
industry. The advertising industry is projected to be the second fastest growing advertising market in
Asia after China.

PRINT MEDIA:

Even as traditional media faces hurdles print advertising has defied global trends and registered
growth in India. Though the quantity of print advertising in all major markets globally has been
declining, with the trend more evident over the last few years, print media in India has grown to
cross ₹20,000 crore. Showing tremendous resilience, print advertising has not only maintained its
volume and value, but has actually increased, according to the Pitch Madison report. Print
advertising in 2019 grew by an extra 3 per cent to cross the enviable ₹20,000-crore mark.
India is additionally the sole major market where print features a dominant share of 30 per cent
even in today's engaging times, with the entire advertising market estimated by the Madison report
at ₹67,603 crore. Print continues to draw its strength from its large diversified category portfolio
and has as many as 2 lakh advertisers, compared to TV which has only around 12,500 advertisers.
It takes as many as 12 categories to contribute quite 70 per cent to print, compared to only four
categories to contribute an equivalent number to TV advertising. According to reports print in India
will still buck the worldwide trend and further grow in India by 2 per cent this year.

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IMPACT OF ADVERTISING:

Advertising plays a crucial role in today’s competitive business world. It provides benefits to

Manufacturers, Retailers, Customers, Salesman and Society  also. As advertising media changes,
business practices change in response, ensuring that the business world, and specifically marketing
departments, never lies stagnant.

Purpose:

Advertising strategies serve a spread of purposes for brand spanking new companies, brands or

products, ads can serve to tell customers about the new product and stimulate interest within
the marketplace. For existing players, ads can remind customers of the product's value, suggest new
uses for the merchandise or encourage repeat purchases through promotions.

Competitive Advantage:

Advertising can have an outsized impact on new businesses by creating large barriers to entry in
established markets. Well-known companies with large advertising budgets and market-wide name
recognition can have a big competitive advantage over fledgling competitors. Companies with large
budgets also can create counter-campaigns to negate the consequences of latest companies'
advertising efforts.

Considerations:

Businesses can prefer to produce advertisements in-house -- using the expertise of the owner or by
employing specialists in their marketing departments — or to use the services of an  ad agency. The
importance of advertising to all or any sorts of businesses has given rise to a whole industry of
professional advertising consultants and ad production agencies. Using an advertisement agency
can assist you to supply high-impact advertising campaigns, but the value is often high for newer
companies.

Future: As a general trend, personalized advertisements are gaining popularity for a good range of
products and services. Intelligent ad placement mechanisms,  like Google's AdWords and Facebook
ads, make sure that ads are viewed by the proper people, maximizing the efficiency of advertising
expenses. Advertisements sent to email and cellular phones also can be highly personalized,
sending the viewers ads that for products complementary to things they need recently purchased.

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AIDA FORMULA IN ADVERTISING
According to the AIDA model, a possible customer goes through four phases when deciding
whether to shop for a product and these correlate to the four phases of the AIDA model. The
acronym stands for:

• Awareness
• Interests
• Desire
• Action

A–Attract attention
Attention, please! – For an advertising message to be showed a possible customer, the advertiser
must first attract the target group’s attention. The primary phase of the AIDA model is to initiate
the activation, perception, and emotional process. To the present end, advertising works with
various strategies that relate to the content of an advertising message, presentation, or placement. A
beautiful layout should make sure that your advertisement features a positive effect on potential
customers e.g. by using graphic design elements.
I-Maintain interest
Once you’ve attracted a customer’s attention, subsequent step is to urge them interested and sustain
this interest. During this phase of the decision-making process, products and brands are presented,
their benefits are emphasized, usage scenarios are shown, and therefore the various ways to get the
merchandise are introduced – within the best case, from the purpose of view of the customer. The
advertising goal of the second phase of the AIDA model is achieved when the customer starts
engaging with the ads and is curious about the products or services that you’re offering.

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D-Create Desire
The main job of advertising is that the transformation of an interest into advertising desire within
the consumer’s mind for possessing that product. Some methods for creating advertising desire
which turn product interest into a buying desire are:

• Present benefits that the buyer will gain.

• How to use or operate the product or service.
• Show the troubles which will be avoided by product purchase.
• Use prestige, pleasure and social approval angles.

A–Get Action
If advertisers have succeeded in creating a requirement for specific products or services for the
target group, this could cause an action within the final phase of the AIDA model, which is that the
interested party should ultimately buy the advertised product or use the offered service.
Advertising, which aims to initiate actions, should include a call-to-action.

Effectiveness of Advertising in Business Economics Magazine

It provides a singular opportunity for brand owners. The Magazine itself is produced by quality
publisher and is employed by many prestigious, high-end brands to support their advertising
campaigns. Business Economics Magazine advertising may be a proven method to focus on
decision-makers and opinion leaders with a high-income. Business Economics advertising offers
multiple opportunities to focus on a captive audience in an uncluttered environment with inspiring
advice, insights and host of fascinating features. Reach bent the choice makers and professionals
across India by placing ads.

Message Impact

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Full-page Business Economics Print Magazine ads rich with colour and visual imagery can attract
attention and enhance the visual presentation of your products. Magazines commonly use glossy
finish and permit for full-colour spreads. Bleed images or colour backgrounds are used- meaning
have them extend all the way to the page edges, without a border to present a product image that
basically stands out.

Audience Interest
A major factor of Business Economics Magazine advertising effectiveness relative to several other
media is that the interest of the audience. Readers typically have strong interest within the theme or
topic of Business Economics Magazine. Finding this close link between readers and brand is
critical to effectiveness.

Repeated Exposure
Also contributing to the effectiveness of Business Economics Magazine ads is that the potential for
ongoing, repeated exposure. Homeowners and businesses commonly have Magazine racks or other
spaces where they keep Business Economics for other readers or repeat use. This provides a
possible to succeed in an outsized number of individuals with one copy and therefore the same
reader multiple times. Plus, since Business Economics Magazine are a static medium, readers can
analyse or check out the message indefinitely.

CREATIVITY IN ADVERTISING
It is an accepted incontrovertible fact that there should be a component of creativity in an
advertising. This creativity are some things new, unique, extreme attractive and appealing to the
consumers. In fact, advertising itself is advertisement creative process. It’s the result of long-term
planning and diligence on the part of the copy writer or artist who prepares the ultimate copy of the
advertisement. This is often natural as creative ideas don't come across night. They’re required to
be developed through systematic thinking process. Creativity should focus the eye of the reader on
the merchandise and he must feel the urge to possess that product for same benefit. this means that
creative advertising should be ready to create demand for the merchandise when it's introduced for
the primary time.

Impact of Creative advertising:

 It creates quick demand for a newly introduced product.

 It creates awareness about the merchandise within the mind of prospects.
 Creative advertising creates desire and motivates consumers to get the merchandise.
 Creative advertising quickly draws the eye of individuals towards the strong points of the
merchandise and promotes its sale.
 Creative advertising makes consumers aware of their needs.

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ASPECTS OF CREATIVE STRATEGY
Advertising objective
Although the function of marketing is to sell, the
aim of advertising is to assist the selling process
through communication with prospective
customers. Most advertisements inform also as
persuade. Some are designed to assist established
attitudes and buying behaviours. Others attempt to
reinforce or change existing shopping habits, brand
images and usage patterns. The advertising
objective expresses the specified positioning of the
merchandise or service advertised by describing the
image the advertiser desired to speak to consumers.

Target audience
It is importance to accurate description of the
demographic and psychographic composition of
audience for whom the advertisement is being
created. Quantitative data like age, sex, legal status,
occupation income, education, residence etc. must
be supplemented by information about consumer
attitude concerning advertised products,
competitors also because the sort of creative claims
being considered for the message. Similarly,
information on media, shopping and buying habits and on product usage must even be gathered.

Creative promises
Next comes advertisement statement of the precise product value that the advertiser will communicate to
potential consumers. The most creative message should Centre on brand advantage to the audience.

Supportive claim
In order to take care of credibility for his promise the advertiser must use factual information. No
promise would be accepted or believed by the audience unless it spells out the precise gains that the
consumers would get by purchasing the merchandise service.

Creative style
Every copy must describe the mood of the forthcoming advertisement or commercial like cheerful,
dramatic or business like. Creative message gives distinct personalities that are expressed through copy
(printed or spoken words) and thru graphics and aural effects (printed, visual, sound and music effects)

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PROCESS OF CREATIVITY IN BUSINESS ECONOMICS

Define the Problem:

Introduction of creativity in an advertisement is treated as a drag which is to be solved by checking out

good idea and its effective execution. For this, various alternative solutions are followed by business
economics:

• Development of a rational support within the proposed advertisement

• Overcoming consumer resistance to the merchandise
• Securing popularity to the name of the merchandise
• Demonstration of a special benefit in advertisement unique manner
• Utility of the merchandise is indicated to focus on consumers

Detailed study of the problem:

Developing creative advertisement needs long period. For this, the convenient choice solution is studied
constantly. After selecting one specific alternative, the entire attention in targeting that alternative so on
develop new creative advertisement. Detailed study of the merchandise, market environment,
advertising by the competitors, etc. is formed so as to pick one area during which creativity are often
introduced effectively.

Verification of latest idea:

After deciding the way during which creativity is to be introduced, an equivalent idea is given more
attention for the verification of its use within the final advertisement. For this, various questions are
raised by the copy writer and artists to seek out the effectiveness of the thought accepted for introducing
creativity. It’s also possible to organize copy of the advertisement as per the new idea for collecting
reactions from limited audience. This provides a touch wider exposure to the new idea and its
verification gets better validity.

Concrete follow-up actions:

Follow-up actions are introduced once the thought to be used for raising creativity is finalized. This
concept selected is treated because the “focus” point and therefore the follow-up actions are taken using
“focus” point of the bottom. The advertiser decides the thought to be used for creativity purpose or he
may fork over the thought to the ad agency for follow-up actions. The whole responsibility of creativity
in advertising could also be given to an ad agency which can develop new idea and take follow-up steps
after consulting the advertiser.

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 OBJECTIVE
The objective of the study is to understand the creativity in advertising covering a multidimensional
discussion on its types, process and significance, the manner, coverage of operation, strength,
weaknesses, opportunities and threats posing obstacle in the journey of advertising of Business
Economics magazine. The main aim of the study is to list out the important factors that prove to be
effective when it comes to advertising, the factors that brands consider while selecting the print media
company for advertising its products or services. The project deals with the following:
 Brief analysis of the advertising industry in India with major focus on print advertising
 Importance of creativity in advertising and its elements
 Study of the creativity in advertising of Business Economics
 A brief study of the advertising creativity of its rivals
 To find out best methods for advertising and the way it should be adopted by Business
Economics

METHODOLOGY
The methodology used in the study is qualitative research method. The data was gathered through
telephonic interview with advertising clients and designers of Business Economics magazine as well as
some outside designers.
QUALITATIVE RESEARCH
The purpose of this qualitative research is to determine the factors that are involved in creativity of an
advertising by taking expert views through interviews with experienced people in the field of
advertising. In this study the data collected through interviews was analysed and themes and sub themes
were developed through that data. These themes are the elements or factors on which determine the
success of an advertisement in respect to its creativity.
QUESTIONNAIRE
The questions were strictly focused on the various aspects that brands look for while choosing the media
to advertise products or the readers find fascinating while reading a magazine. The respondents with
experience in the field of advertising were asked few questions which include:
 the important elements of creativity they perceive

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  features they look for while putting an advertisement in a magazine

 The use of latest trend and technologies in magazine advertising

 The importance of graphics and colour in advertising

 The growth of digital advertising and its advantages

DATA PROCESSING
Thematic Analysis is an indirect method of accumulation of information adopted which holds the key to
the development of the theme under investigation. The advantages of this technique is flexibility and fast
results. From the descriptive answers provided by the respondents, sub themes were generated and based
on that the criteria of the research framework was developed.
To understand the development of themes an inductive way was developed. The frequent phrases and
configurations, ideas and patterns used by the respondents through their responses were recognized and
coded to form themes. This was formulated from every question that was being asked to the
respondents. After that a relationship between the themes were developed through cross tabulation and
classification based on the commonality which helped in the creation of the main
categories/heads/factors. The complexity was further reduced by developing a model which ensured
validity and reliability of the data.

ANALYSIS AND FINDINGS

Themes and Sub-themes
Engaging Visuals: The visual elements of brand name identity that act because the face of a brand to
speak those intangible qualities through images, shapes and colour.
 Proper usage of colors: Colours influence our activities and responses, so colours should be
carefully considered when creating a print project. Within the research most of the interviewers
said that visual factors play a crucial role in advertising. Colour plays a big role in advertising in
consistence with most interviewers. Additionally, colours ads are read more often than an
equivalent ad in black and white. Consistent with studies colour improves readership by 40
percent, learning from 55 percent to 78 percent and comprehension by 73 percent! The numbers
are here to prove it – colour is a crucial think about your print marketing materials.
 Enhancing Graphics: Graphic design uses visual compositions to unravel problems and
communicate ideas through typography, imagery, colour and form. There are several sorts of
graphic design, each with their own area of specialization. Though they often overlap, each sort
of graphic design requires specific set of skills and style techniques. Many designers concentrate
on one type; others specialise in a group of related, similar types. But because the industry is
consistently changing, designers must be adaptable and lifelong learners in order that they can
change or add specializations throughout their careers.

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Content: Its important to deliver the right content to the audience. The content should be made keeping
in in the mind the main features and benefits of the product and the overall theme that needs to be
depicted. It should be short and precise instead of being long and distracting from the theme.
 Honest Headline and Captions: Writing an honest headline takes time. The designers should
take the time to craft a headline that catches the reader's attention and draws them in
 Powerful Images: The images should be used consistent with what the ad wants those images to
convey. Designers should make sure the pictures look professional and are not pixelated.
 Call-to-action: A call-to-action should be included at the top of the copy that encourages readers
to require action and provides them the resources to try to do so. For instance, adding QR code to
a magazine ad where it is often scanned to succeed in an internet site for purchasing the
merchandise.

Trends and Technologies: Contemporary print and paper technology is the modern art of magazines.
It’s exciting, unpredictable and effective for engaging audiences. Artists are using textures, optical
illusions and objects in their work to form their point or elicit reaction – presenting advertisers and
creatives with a wealth of ideas to develop for his or her own use. Sensory experience is enhanced by
using unexpected materials.
 Digital Magazines: These are online magazines distributed electronically to readers. The main
advantage of digital magazines is that they have a better reach as compared to magazines in hard
copy. They are also less expensive and more interactive if used efficiently. Digital magazines
offer a completely different experience for the reader with links, videos, interactivity, animations
and more. It will help business economics to grow its sales without being less expensive to the
customers.
 Optimized Websites and Apps: Today, SEO is an essential part of any effective marketing
strategy. Companies are now optimising websites and apps to provide the best experience to
users. Optimised websites help to build brand and earn more traffic to the website. If the
magazine companies issue digital magazine but its websites and apps are not optimised properly
both for mobile phones and desktops, it results in disappointed customers and ultimately loss of
customers which tend to move to different brands which are better.
 Sound and Music Effects: Along with good visual and apt content, use of high-quality sound
effects are important for companies issuing digital magazine. Nowadays magazine companies are
audio clips on the websites and apps to provide better information to users who refrain from long
content. Using high quality sound effects will enhance user experience and drive more traffic.

Creative Strategies: A lot of creative strategies are used by magazine companies to attract different
brands to advertise which holds importance due to the presence of many competitions in the market. In
order to compete and stand out magazine companies come up with varies creative strategies each day
ranging from the formats to the offers and discounts that the provide.

 Offers and Gifts: Magazine companies should provide special offers to the advertising
companies with which they tie-up. These offers prove to attract the companies more to advertise
in the particular media.

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  Creative formats: In addition to plain display advertising, there are opportunities for using other
creative formats within magazines. They need ability to heighten impact and interaction with the
purchasers. Certain creative formats that print media offers are:
o Central and Double spreads: Double page spreads are quite just bigger spaces. They
present an opportunity to speak to readers on their own without distraction, and to make a
world of their own. The wide rectangular space is superb for telling a story, including ads
with a robust fantasy or aspirational element. The content of the ad is seen as a touch
special just because of format. A central spread advertising is displayed on the centre
most page of the magazine across both the pages. It’s almost like double spread the sole
difference being it's displayed on the centre most page therefore getting more reader
attention.
o Magazine Supplements: A magazine supplement is special, pre-printed section of a
magazine that's then inserted during the regular printing for the publication. Advertising
supplement may be a special section of the magazine, a pre-printed section which is later
inserted during the regular printing of the magazine for the method of publication.
Advertising supplement whether during a magazine or a newspaper, is vital because it
keeps the publication up so far. It always contains specialised information a few topics or
specifically advertisements associated with a particular product. Supplements are often
follow-on if they keep publications up so far.
o Gatefolds: Gatefolds where the page opens out and divulges two further pages beneath –
take this a stage further. Their physical nature makes them demand reader attention and
interaction. The extra width makes this a very great way of getting across a story or
narrative. One effective manner of presentation is to put the ‘hero’ brand within the
centre, flanking it on all sides with supporting material; this draws on echoes of the
normal triptych format familiar in Western culture and related to reverence. Butterfly
gatefolds – spreads where both pages are themselves gatefolds – take the surprise element
further, intriguing readers.
o Advertorials: Advertisement features, or ‘advertorials’, which are written within the
house sort of the host magazine, enable the advertiser to don the mantle and sport the
values of the magazine. Rachel Lawes described how this intimacy brings added
credibility to the brand, while readers appreciate the additional material for them to read.
The target shouldn't be to trick readers into thinking it's an article feature – they're
unlikely to be fooled for long and can resent being misled – but to allow them to
understand this is often an advertiser-related feature which offers extra value via
information and/or entertainment.

Creative Workforce: In order to succeed for any business or brand the most important asset are the
workforce or the employees. With the right workforce having up to date knowledge and expertise and
the willingness for contributing in the growth of the media company, any business can grow and reach
heights in the market in spite of all the barriers and competitions.
 Watch competitors: Advertising men must study their products apart from competitors’
products. They ought to examine the prospects (their wants and wishes, likes and dislikes) and
therefore the competition (products and Advertisements) intimately. They ought to read and
watch, listen and remember, analyse and experiment until they find the proper words to precise
the theme or idea.

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  Imagination and Knowledge: Although imagination is an inborn human quality, timely creative
ideas aren't easy to seek out. Copywriters and art personnel’s must be both doers and thinkers.
They need to participate in life because their work demands heavy dependence on past
experiences. They need to widely travel and interact with people of various class.
 Collection of facts: Creativity in advertising is predicated on systematic collections of facts. In
creating, we associate known facts like people, objects, issues and events with each other to
develop unique relationship. Regardless of how original an advertising idea could also be, it must
help solve consumer problem if it's to achieve success. So, fact-gathering is the backbone of
creative advertising.

SWOT ANALYSIS
STRENGTH
 It is one of the most popular business magazines in India issued fortnightly
 It is a subsidiary of SREI group which has its strong presence in the East India
 The magazine is running since 1995 and is therefore well established
 It has a total readership base of 590000 and a circulation of 105000 copies per issue

WEAKNESS
 The expansion of internet media, other popular business magazines and newspapers results in
huge competition therefore lower market share growth
 The content and graphic used in Business Economics magazine needs modernization in order to
survive with the tough competition of other magazine companies
 It is a dedicated business magazine which makes the potential readership limited

OPPORTUNITY
 Special subscription offers to colleges and corporates can help increase the magazine circulation
 The magazine can increase its popularity by making good use of the virtual and social media
presence, it can introduce digital magazines to enhance its reader experience

THREAT
 A number of international brands like Forbes, Time are coming to India which will pose stiff
competition
 With the advent of the internet, the scope of print media is declining
 Adverse impact on print media industry due to covid-19
 There is a lack of punctuality in magazine delivery that poses a huge threat resulting in loss of its
customer satisfaction

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 LIMITATIONS
The major limitations of Business Economics advertising and the issues in dealing with the project were
as follows:

● Lack of use of modern technology in advertisement

● Decrease in sales due to conversion of more and more advertisers from print to digital
advertising media platforms
● Lack of interaction with people with expertise in the field of advertisement such as advertising
client due to current imposed lockdown
● Creativity in advertising is a topic which has wide scope of study which has no limit. Any span
of time provided would be less to study creativity owing to the new features and attributes
coming up every day in this field
● Lack of primary source of data is compensated by secondary data gathered through facts and
research studies available on websites

CONCLUSION
Creativity in advertising is now going beyond the expectation of the viewers, in a positive manner,
because of the huge competition in the advertising. The creative process follows no prescribed formula,
but rather its genius lies in the ability of teams of writers, art directors, planners, and managers to find
simple and elegant means to express their clients’ messages in ways that will be noticed and
remembered by potential consumers. The advertising agencies are trying their best to impress the
viewers to create desire in the mind of consumer for the particular product. There has been a huge
advancement in modern trend and technologies in the advertising media. Print advertising is also
expanding its resources and adopting new creative techniques in advertising. I have tried to use the two
months of internship period to the best of my capabilities in acquiring insightful information in this
field.
With the help of the study conducted it could be concluded that:
 Studies show that nearly 80% of consumers act on messaging they have viewed through
magazine ads, compared to 45% of consumers who act on online advertisements. Ultimately, it

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 appears that print ads have more of an influence on your consumers' buying decisions than
electronic ads. In fact, as many as 60% of companies still use print magazines as part of their
marketing.

 Business economics uses many creative strategies which includes double and central spreads for
advertising. It also provides supplement issues to its advertisers. It should provide advertisers
with more options like gatefolds, sponsorships and advertorials. These multiple formats will help
business economics attract advertisers and grow their sales.

 Business economics should train its designers about the latest graphic designs used in print
media to enhance user experience. The content used should be short and precise with more
emphasis on graphics and images.

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 REFERENCES

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