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EXECUTIV E SUMMARY
ADVERTISIN G as we all know is a very small

word, but it means in todayscomp etitive world. Advertising means givin g a message to the consu

mers about aparticular product. If the message is properly understood and received by the

consumers,th en only we can say that advertising done is worth something; otherwise it is just a

wasteof resources.Ad vertising is powerful me dium of mass communicat ion. It is

useful for co mmunicating advertising message in an agreeable and agreeabl e manner. In thecommuni

cation process the message moves from the sender to the receiver i.e. fromseller to

the buyer. The final result of advertising as a communicati on process is theunderstan

ding of the message by the consumers.T he need and importan ce of advertising is

increasing day by day. Advertisingh elps us a lot in taking a proper decision about

selecting a right product. As thedevelopm ent is taking place rapidly, the competiti on is also

increasing a lot, hence, thede mand for advertising is also increasing. All

the companie s want their product to be atthe top in the market. So the companies

spend a lot on advertising, marketing andpromotio n of their product. Companies

spend crores of rupees on advertising.T he pattern of advertising in this globalised world is

changing very fast. Fewfactors which are responsible for the success of advertising

is:1) Celebrit y Endorseme nts.2) Creativ ity in Adverti sement.3) In novative Adv ertisement.4 ) Different Th

eme.Now days the demand is for the creative advertising and in creative

advertisingV ODAFONE is the best, as it advertise its products in an extra ordinary way as compareto

other products. Advertising is really important and plays a vital role in increasing

or decreasing sale of company. There are few mediums of advertising which are:

Print, T.V., Radio, and Hoardings.

from each other and the company is theone who selects the right medium for the right

product. The medium selection is alsoimportan t process, as it is the integral part in making an

ad.Few companies which are excellent in advertising their product are:1) Airtel2 ) Cadbury3)

Vodafone4) Virgin5) Mc DonaldsThes e companies know what the customer wants and they

advertise according to theseason, taste and liking of the consumers. They work according to

the ongoing trend andthe current scenario of the market.An advertisemen t should be

very constructive and effective, than only the customerswill think about buying a product of

the particular company. The advertisemen t shouldleave an impact in the mind of the people

and a positive impact. The impact of theadvertise ment should be positive on all

the consumer s, the advertisemen ts should create anegative impact on anyone or

any particular group of consumers may be children group,youngs ters, adult or

old aged group. If the impact of advertisemen t on consumers will benegative

than it will directly affect the sale, reputation, g oodwill and image of companyin

the market and in the minds of the people.Adver tising has changed the life of the people, as

they can select the best productamon gst all the others in the market. Among all

the types of medias broadcasting mediais the media which is used most by the companies

which include televi sion and radiowhich are most effective and creates more impact on

the consumers as compare to other media s. Above all the main purpose of

the advertising is to create an impact on theconsumer s, which is necessary for success of

any advertisemen t and for the sale of thatparticular product in the market.7

INTRODUC TION TO ADVERTISI NG

role in the present highly competitive andconsumer -oriented marketing system. It is

an essential supplement of modern large scaleproducti on and marketing. Advertising is

necessary for giving information to consumersab out the products, their

features, uses and advantages. It is also useful for encouragingc onsumers to purchase

specific products and also for sales promotion. Advertising isessential in the case of internal as

well as global marketing. Similarly, it is necessary inthe case of all types of products-

old, well established and new. Many companies spendcrores of rupees on advertising

and publicity of their products. Advertising media such asnewspaper s, magazines, radio and

T.V. earn substantial portion of their revenue throughthe advertisemen ts. In the present

business world, simply manufacturin g superior qualitygoods at lower costs is not adequate.

The goods produced need to be presented topotential buyers in an attractive manner so as

to induce them to purchase by visiting retailshops. Advertising as a tool of communicatio n is getting

popularity in recent years .New techniques are being introduced to present the products in

an agreeable manner toconsumers. Advertising touches the lives of the people belonging to

different age groups-from youngest to the oldest. Companies spent huge amounts to influence the

preferencesa nd behavior patterns of consumers. Advertising as a subject under commerce

disciplinehas a long history.Howe ver its form has changed considerably along with the

expansion of businessactiv ities and the technological development s in the media of advertising.

However, the basic objectives of advertising i.e. to provide information, to attract

attention, to createaware ness and to influence buying behaviors of consumers have

remained stable over the long historical period. Advertising is a must not only in the

business world but also inall other aspects of life.In todays world advertising plays a very

important and a vital role in selling andmarketin g of any type of goods or product it maybe

durable or non-durable, perishable or nonperishable every product needs this

effective power that is advertising for making8 their a successful one and for gaining a

edge over the other competitive products in themarkets. Not only products but today even

services are sold by taking the help of theadvertise ments like banks, insurance

companies etc. all need advertising to promote their services . Advertising acts as an important

marketing tool for presentation and promotionof ideas, goods and services. As the

competition is getting more and more tougher in themarket the products and services with similar

target groups are spending more and moreon advertising to gain more profit share as compare

to other products and services in themarket, hence the need of advertising is increasing

day by day.In brief, advertising is an effective method of communicati on. It

givesinforma tion to consumers about products and services and induces them to

purchase.Bu yers are persuaded to continue to buy the product. This leads to sales promotion

withprofit to the seller and satisfaction and welfare to consumers.A dvertising can be of any

type it can be: PRINT or HOARDINGS or VISUAL (T.V.) or RADIOExampl e of a T.V. commercial of

the Brand FEVICOL 9

DEFINITION OF ADVERT ISING:

re which means to turn themind towards. The dictionary meaning of

the term advertising is to give public noticesor to announce publicity. This suggests

that advertising acts as a marketing vehicle andis useful for drawing the

attention of people towar ds a specific product/ ser vice/manufa cturer. Advertising is an activity

or a process while advertiseme nt is a specificpiece of communicati on appearing

in press, radio or TV.According to the American Marketing Association advertising is defined

asAny paid form of non personal presentation and promotion of ideas, goods or servicesby

an identified sponsor.Acc ording to David Potter The only institution we have for instilling new

needs, for training to act as consumer for altering mens values and thus for hastening

their adjustment to potential abundance isadvertising. This definition suggests

that advertising is an institution which makes people aware of their need s and makes them vigilan

t consumers. Advertising also provide s better und erstanding of life and brings their adjustment

with potential abundance of goods andservices. According to Dunn and Barbon

Advertising is paid, nonpersonal communicati on through various media by businessfirm

s, non-profit organizations and individuals who are in some way identified in theadvertisin

g message a nd who hope to infor m or persuade members of a particular audience.Th

is definition suggests that the advertiser identifies himself in the advertisemen t and

thepurpose of advertising is to inform and to persuade people of a specific type.10

FEATURES OF ADVERTISI NG:

1. Advertisin g provides in formation: Th e basic purpose of advertising is to provide information

about products,goo ds, services or ideas to perspective buyers. The details of productssuch

as features, uses, prices, benefits, other instructions to be followedwhil e using the

product are given in the advertisemen ts.2. Advertisi ng is a paid form of communicati on: Advertisi

ng may be in any convenient form such as sign, symbol, slogan,Illustr ation or message.3. A

dvertising is a nonpersonal pres entation: Adv ertising is non-personal in character as against

salesmanship which ispersonal (face to face communicati on) in character. In Advertising,

themessage is given to all and not to one specific individual.e.g . T.V., radio, etc.4. Adverti sing is an art,

science and profession: It is an art as it needs creativity for raising its effectiveness . It is treated

asscience as it has its principles, rules, etc. Advertising is now treated asprofession

with its professional bodies and code of conduct for members.5. Creativitythe essence

of Advertisin g: Advertisin g is a method of presenting a product in an artistic, attractiveand

agreeable manner. This is possible through the element of creativitywhi ch is the essence of

Advertising of the present period. 11

sumit's final chauhano wali report 2 (Repaired)

Download this Document for FreePrintMobileCollectionsReport Document

Sumit Chauhan

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show all prev | next CERTIFICATE DECLARATION INTRODUCTION TO ADVERTISING New Trends in Advertising Advertising Trends: Audience Tracking Advertising Trends: Changing Media Choices TYPES OF ADVERTISING FEATURES OF A GOOD ADVERTISEMENT ONLINE ADVERTISING A Growing Phenomenon

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