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INDEXSR.NO. DESCRIPTION

1. PREFACE

2. ACKNOWLEDGEMENT

3. INFORMATION ABOUT EXECUTIVE & LISTS OF

CLIENTS

4. INFORMATION ABOUT OF NEWSPAPER

5. MECHANICAL DETAILS OF NEWSPAPER

6. HISTORY OF ADVERTISING IN INDIA

7. TYPES OF ADVETISING AGENCIES

8. ROLE OF ADERTISING IN MODER BUSINESS WORLD

9. FUNCTION OF ADVERTISING

10. STEPS INVOLVED IN ADVERTISING PLANNING

11. THE BENEFITS & HARMS OF ADVERTISING

12. SOCIAL CRITICISM OF ADVERTISING

13. OBJECTIVE OF ADVERTISING

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14. COMMUNICATION EFFECTS OF ADVERTISEMENTS

15. ADVERTISING STANDARDS COUNCIL OF INDIA (ASCI) CODE

16. SIGNIFICANCE OF ADVERTISING

17. THE COMPONETS OF AN ADVERTISEMENT

18. ADVERTISING COPY

19. MARKETING MIX

20. ABOUT OF THE COMPANY

21. HEAD OFFICE

22. CONCLUSION

23. CLOSIN

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Preface:

Bachalar of commerce is popular as the students

have a realized that has good chances to progress in

business word. It related awareness about the

industrial and economic environmental and business

practices by developing practical knowledge throat

study of management

In 1st year of B.com a student is supposed to

undergo practical training. Period for summer

internship program in 1 month and student has to

prepare a detailed report for the topic assigned

To aim in the field of elective subject of the

student. It tries to bridge the gap between

theoretical and practical studies of management. Thus

for formularize or understanding appropriate business

strategies, it is necessary to have a proper knowledge

of the corporate world.

The project helps the student to better

understand that no matter which industry; the low of

survival of the fittest applies in all walks of

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life. It helps to students of B.com to get a better

understanding of low the practical corporate world

function and thus helps them to become better & more

competitive in future.

Advertising is above all a drives product and

services towards the consumer advertising help to

drive the consumer towards product at the point of

sales. Unless this happens there can be no hope of

making a profit from the product or achieving success

for the business.

Advertising parts of the progress of

society. New product and techniques for reaching and

motivating consumers and constantly emerging and

developing.

This project report is based on advertisingsales, promotion and sales management as my newspaper

subject. Chandres advertising company had been

selected me for the purpose of summer training

program.

In Industrial training, I put my all work

with great sincerely as per requirement of the

subject. I take up the challenge with this field

has placed before me and hope sucked with

guidance and faculties.

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I heartily thank to Mr.satyentra vyas the executive

director of chandreshad advertising. who give me a

chance to complete my project work in time.

I am also thankful to Mr.Ramanbhai shah (chief

accountant) and also thankful to Mr.Yashwant talati

(media manager) who helped me to complete my project

report and I ma very much thankful to them as they have

give me full response and help.

I am a student of the B.J.V.M.commerce College

also thankful to our principal N.L.shanghvi. Who was

provided an opportunity to get a practical training.

Lastly, thankful to my prof. Miss.Bhumika madam

who have brought up to this stage and have given enough

knowledge to get practical training.

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The word advertising comes from the Latin word

advetere meaning to turn the mind to word the

word advertisement first appeared around 1665, A.D. it

used in the bible. To indicate notification or

warring. By 1660 it was used as a heading for

commercial information by store keepers

Advertising is a purchased publicity directed

according to a definite plan to secure, maintain and

increase the distribution and the consumption of the

production.

-P.WHITE

Advertising is a salesmanship in print.

- LASKER

The most community used and accepted definition of

the advertising is given by the mericon

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Marketing association it as defined as any paid

form of non-personal presentation and promotion of

ideas, goods or service by an identified sponsor.

Advertising is a form of message communication and

presentation. There are two types of selling oral selling

and printed selling oral salesmanship deals ordinarily with

one person at a time; printed salesmanship deals with many

people at one time.

The former is individual selling, while the

letter is mass selling, under salesmanship we have

dealt with personal selling and now shall turn our

attention to consider printed salesmanship which, in

other words, means advertising.

The word advertising is derived from let in word averter which

means to turn (the mind) to broadly Speaking, advertising does

turn the attention of the public to s commodity or service and in

the broad sense it might he said that anything that turns

attention to an article or anything that turns attention to an

article or service might be called advertising.

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Newspapers are considered to be the most authentic means of

communicating facts and vital information to a large number of

people. The newspapers in India since a long time have been

synonymous with the morning tea. In fact the beginning of the day

in India seems incomplete without a flip through the newspaper.

The first newspaper in India was published in 1605. Since then

there has been no looking back of the newspapers. Even in the time

of television, Internet, radio and mobile phones....newspapers

have not lost their significance and still remain the most sought

after means of communication for the masses. The newspapers

consist of current news related to political events, crime,

business, sports, entertainment, culture and opinions.

Newspapers

y Daily Newspapersy Weekly Newspapersy National Newspapersy International Newspapersy Local Newspapers

English Newspapers in India

y Hindustan Timesy The Times of Indiay The Asian Agey Deccan Chronicley Deccan Heraldy The Hinduy The Pioneery The Telegraph

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y The Indian Express

This is a list of the top 30 newspapers in India by daily circulation. These

figures are mainly compiled by the Audit Bureau of Circulations. Some

newspapers whose circulation figures are under dispute do not appear on this

list. Figures in Millions[2]

Sr. Newspaper Language City, State

Daily

Circulation

1The Times of

IndiaEnglish Various cities and states 3.146

2 Dainik Bhaskar Hindi Various cities and states 2.547

3 Dainik Jagran Hindi Various cities and states 2.168

4Malayala

ManoramaMalayalam

Various cities in Kerala

and a few other cities1.514

5 The Hindu English Various cities and states 1.360

6 Eenadu Telugu

Various cities in Andhra

Pradesh and few other

cities

1.350

7 Deccan Chronicle English Various cities and states 1.349

8Ananda Bazar

PatrikaBengali Kolkata, West Bengal 1.277

9 Amar Ujala Hindi Various cities and states 1.230

10 Hindustan Times English Various cities and states 1.143

11 Hindustan Hindi Various cities and states 1.142

12 Sakshi TeluguVarious cities in AndhraPradesh and major cities

in India

1.256

13 Mathrubhumi MalayalamVarious cities in Kerala

and a few other cities1.077

14 Gujarat Samachar Gujarati Ahmadabad, Gujarat 1.051

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15 Punjab Kesari Hindi States of Punjab, Haryana .902

16 Dinakaran Tamil

Various cities in Tamil

Nadu and a few other

cities

.901

17 Sakaal MarathiVarious cities in

Maharashtra.879

18 Dina Thanthi Tamil

Various cities in Tamil

Nadu and a few other

cities

.854

19 Divya Bhaskar Gujarati Ahmadabad, Gujarat .840

20 Aaj Hindi Varanasi, Uttar Pradesh .748

21 The EconomicTimes

English Various cities and states .651

22 The Telegraph English Various cities and states .465

23 DNA English Various cities and states .400

24 Prajavani Kannada Karnataka .364

25The New Indian

ExpressEnglish Various cities and states .309

26 Deccan Herald English Various cities and states .214

27 Udayavani Kannada Karnataka .185

28 The Statesman English Various cities and states .172

29The Hindu

Business LineEnglish Various cities and states .163

30Business

StandardEnglish Various cities and states .144

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After passing you examination, suppose you want to start a small

restaurant in your locality. You have sufficient space and

required funds and skill to run it. But, how will people come to

know about your restaurant? Unless people know about it who is

going to come to your restaurant?

Are you able to think what you should be doing to make people

aware that there is a restaurant?

Actually, if the quality of food and cleanliness of the restaurant

is good, it can attract some people. But you must also take some

measures on a continuous basis to make people aware about the

location of your restaurant, the quality and variety of food

available there, so that you can get customers regularly. In fact,

every businessman engages in this activity of making people

Aware about his products and services so as to increase his

sales. Let us learn more about this

Activity in this lesson.

ObjectivesAfter studying this lesson, you will be able to:

explain the meaning of advertising;

describe the objectives of advertising;

identify various media of advertising; and

suggest the suitability of each media of advertising.

Meaning of AdvertisingIn a newspaper you not only read news on current affairs, sports,

etc., but you also come across

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several information or message about some products or services

like air conditioners, cycles,

hair oils, transporters, builders, etc. You also come across such

information in journals, magazines,

roadside hoardings, radio, television, etc. These informationsmake you aware about the products

or services in terms of their availability, price and features.

So, whenever you feel a requirement

for such products or services you try to go to the place of their

availability, look at the quality and

features and buy them if they meet your requirement. For example,

while listening to radio you

come across a product called Bajaj Almond hair oil. Then while

going to buy a hair oil you ask

the shopkeeper to show you that product. You like the fragrance

and find the price reasonable

and purchase it for your use. There can be many such examples of

different nature, like a builder

selling flats on installment basis, a shopkeeper giving discounts,

a new product being launched by

a manufacturer, so on and so forth. It is obvious that the very

purpose of giving such informationis to make the customers aware about any product or service and

induce them to buy it. Therefore,

it is always the manufacturer, the trader or the service provider

who wants to give such information

to attract customers for promoting his sales. This entire

promotional activity is called advertising,

where the manufacturer or the trader or the service provider is

called a sponsor or advertiser; the

message or the information supplied is called advertisement and

the medium through which such

Information is supplied like journal; magazines, hoardings,

television etc. are called the media of

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Advertising.

Definition of Advertising

The American Marketing Association defines advertising as any

paid form of non-personal presentation and promotion of ideas,goods and services by an identified sponsor. Advertising

Is non-personal as it is not directed to any single individual.

Secondly, the sponsor i.e. the manufacturer or producer is

identified as his name and address is always contained in an

Advertisement and he also bears all the cost involved in the

process. Thirdly, the producer can also promote an idea regarding

quality, design, packing and pricing, etc. of any product or

service.

Thus, we can say, advertising consists of all activities involved

in presenting a sponsored message regarding a product, service or

an idea.

Features of Advertising

By looking into the meaning and definition of advertising we can

sum up the following features of Advertising.

(i) Non-personal presentation of message In advertising there isno face-to-face or direct

Contact with the customers. It is directed to the prospective

buyers in general.

(ii) Paid form of communication-In advertising the manufacturer

communicates with prospective

Customers through different media like, newspapers, hoardings,

magazines, radio, television,

etc. He has to pay certain amount for using some space or time inthose media.

(iii) Promotion of product, service or idea Advertisement

contains any message regarding

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any particular product, service or even an idea. It makes people

aware about the product

and induces them to buy it.

(iv) Sponsor is always identified The identity of the

manufacturer, the trader or the serviceprovider who issues advertisement is always disclosed.

(v) Communicated through some media- Advertisements are always

communicated through

use of certain media. It is not necessary that there will be just

one medium. All the media

may also be used.

Objectives of Advertising

You have learnt that the main purpose of advertising is to

communicate massage or information to

the customers. But while communicating such message or information

it also serves purposes

beneficial for the sponsor or advertiser. Let us look into the

various objectives of advertising.

i. To educate customers

Can you remember the advertisement of Dandi Namak on television?

In this advertisement

it is said that Dandi Namak is good for health as it containsIodine. This message educates

you that iodine is good for health and Dandi Namak contains

iodine.

ii. To create demand for new product

You read in newspaper that a new type of pen called Gel pen is

introduced in the market,

which is very economical and convenient in writing. This motivates

you to buy the said pen.Similarly, many students like you shall also buy gel pen after

coming to know about it through

advertisement. This will create a demand for the new product

launched in the market.

iii. To retain existing customers

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You might remember that Nirma washing powder was a very popular

detergent. But, after

Wheel powder came to the market the sale of Nirma suddenly

decreased. Then the

manufacturers of Nirma improved the product and advertised aboutthe same in different

media. After knowing this the persons who were earlier using Nirma

did not switch over to

Wheel and continued using Nirma. In this manner Nirma sustained

its existing demand. Thus,

advertising helps the manufacturers not only to create a demand

for a new product but also to

retain the existing customers.

iv. To increase sales

We have learnt that advertising creates demands for new products

and sustains the demand

of old one. Thus, with increase in demand, the sale of the product

also increases.

v. To assist salesman

In most advertisements the salient features of a product, its

qualities and its uses are expressed

in detail. This assists a salesman to sell the product quicklywithout spending time in explaining

and convining the customer.

Media of Advertising

So far, you have learnt that advertisements are communicated by

using some media like,

newspaper, journals, radio, television, etc. The following diagram

shows some commonly used

media of advertising :Print Media Electronic Media Other Media

1. Newspapers 1. Radio 1. Hoardings

2. Periodicals 2. Television 2. Posters

3. Internet 3. Vehicular Displays

Let us learn in details about these media.

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(A) Print Media

Print media is a very commonly used medium of advertising by

businessman. It includes advertising

through newspaper, magazines, journals, etc. and is also called

press advertising.1. Newspapers

You must have read Newspapers. In our country newspapers are

published in English, Hindi and

in other regional languages. These are the sources of news,

opinions and current events. In

addition, Newspapers are also a very common medium of advertising.

The advertiser communicates

his message through newspaper which reaches to crores of people.

Advantages

Media of Advertising

Advantages of Newspaper Advertising are as below:

i. Newspapers normally have wide circulation and a single

advertisement in the newspaper

can quickly reach to a large number of people.

ii. The cost of advertising is relatively low because of wide

publication.

iii. Generally newspapers are published daily. Thus, the sameadvertisement can be repeated

frequently and remind reader everyday.

iv. The matter of advertisement can be given to newspapers at a

very short notice. Even last

minute changes in the content is also possible. This makes

advertising quite flexible.

v. Newspapers are published from different regions and in

different languages. Hence, theyprovide greater choice to advertisers to approach the desired

market, region and readers

through local or regional language

Limitations

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Newspaper advertising also suffers from some limitations as

mentioned below:

i. Newspapers are read soon after they are received and then are

kept generally in some

corner of the houses. After 24 hours we get a fresh newspaper andthis makes the life of the

newspaper short.

ii. People read newspapers mainly for news and pay casual

attention to advertisement.

iii. Illiterate persons can not read and thus, newspapers

advertising does not benefit them.

2. Periodicals

Periodicals are publications which come out regularly but not on a

daily basis. These may be

published on a weekly, fortnightly, monthly, bimonthly, quarterly

or even yearly basis. For example

you must have come across magazines and journals like Onlooker,

India Today, Frontline, Yojana,

Swagat, Femina, etc. published regularly in English, Grihasobha,

Nandan and Champak in Hindi.

Similarly there are also periodicals in Hindi and other regional

languages. All these periodicalshave a large number of readers and thus, advertisements published

in them reach a number of

people.

Advantages

i. Periodicals have a much longer life than newspapers. These are

preserved for a long period

to be referred in future or read at leisure or read again,

whenever required.ii. Periodicals have a selected readership and so advertisers can

know about their target

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customers and accordingly selective advertisements are given. For

example, in a periodical

like Femina, which is a magazine for women, advertisements related

to products to be used

only by males are rarely published. However, manufacturers ofproducts and services to be

used by females prefer to give advertisement in this magazine.

Limitations

i. Advertising in periodicals are costlier.

ii. The number of people to whom the advertisements reach are

small in comparison to

newspapers.

iii. The advertisement materials are given much in advance, hence

last minute change is not

possible. This reduces flexibility.

(B) Electronic Media

This is a very popular form of advertising in the modern day

marketing. This includes Radio,

Television and Internet. Let us look into detail about these.

1. Radio Advertising

All of us are aware about a radio and must have heard

advertisements for various products in it.In radio there are short breaks during transmission of any

programme which is filled by

advertisements of products and services. There are also popular

programmes sponsored by

advertisers. (One of the longest run programme in Radio was a

sponsored programme started as

Binaca Geetmala and later renamed as Cibaca Geetmala. It

was sponsored by HindustanCiba-Geigy Limited for its products like toothpastes, toothpowders

and tooth brushes and it

continued for a period of 30 years on a weekly basis).

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Advantages

(i) It is more effective as people hear it on a regular basis.

(ii) It is also useful to illiterates, who can not read and write.

(iii) There are places where newspapers reading may not possible,

but you can hear radio. Forexample, you can hear radio while traveling on road or working at

home; but you can not

read newspaper. Similarly, while driving you can hear a radio but

cannot read a newspaper.

Limitations

(i) A regular listener may remember what he has heard. But,

occasional listeners tend to forget

what they have heard in Radio.

(ii) The message that any advertisement wants to communicate may

not be proper as there is

no chance to hear it again immediately. There may be some other

disturbances that distort

communication.

(iii) In comparison to Television, Radio is less effective as it

lacks visual impact.

2. Television Advertising

With rapid growth of information technology and electronic media,television has topped the list

among the media of advertising. TV has the most effective impact

as it appeals to both eye and

the ear. Products can be shown, their uses can be demonstrated and

their utilities can be told

over television. Just like radio, advertisements are shown in TV

during short breaks and there are

also sponsored programmes by advertisers.

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Advantages

(i) It is most effective as it has an audio-visual impact.

(ii) With catchy slogans, song and dance sequences, famous

personalities exhibiting products,

TV advertising has a lasting impact. For example, who can forget

Aamir Khan saying

Thanda Matlab Cocacola or Sachin Tendulkar in Pepsi

advertisement.

(iii) With varieties of channels and programmes advertisers have a

lot of choice to select the

channel and time to advertise.

(iv) With regional channels coming up any person even illiterates

can watch the advertisements

and understood it by seeing and hearing.

Limitations

(i) TV advertisements are usually expensive to prepare as well as

to telecast.

(ii) With almost every manufacturer trying to communicate their

message through TV advertising

the impact among the viewers is also reducing. Now-a-days peopleare switching on channels

whenever there is a commercial break.

3. Internet

Are you aware about internet? Infact it is the latest method of

communication and gathering

information. If you have a computer and with an access to internet

you can have information fromall over the world within a fraction of second. Through internet

you can go to the website of any

manufacturer or service provider and gather information. Sometimes

when you do not have

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website addresses you take help of search engines or portals. In

almost all the search engines or

portals different manufactures or service providers advertise

their products.

Advantages

(i) Information from all over the world is made available at the

doorsteps.

(ii) User can see the advertisement at their own time and as per

their requirement.

Limitations

(i) It is not accessible without a computer.

(ii) It is not very suitable for general public.

(iii) It is not suitable for illeterate and those having no

knowledge about the operation of Internet.

(C) Other Media

All the media of advertising discussed above are mostly used by

consumers while they are at

home or inside any room, except radio and newspapers or magazines

to some extent. Moreoverin all these media, the consumer has also to spend some money to

access the advertisement.

However, there are other media available, where the consumer has

to spend nothing and he can

see such advertisements while moving outside. Some of such

advertising are hoardings, posters,

vehicular displays, gift items, etc.

1. Hoardings

While moving on roads you must have seen large hoardings placed

on iron frames or roof tops

or walls. These are normally boards on which advertisements are

painted or electronically designed

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so that they are visible during day or night. The advertisers have

to pay an amount to the owners

of the space, where the hoardings are placed.

2. Posters

Poster are printed and posted on walls, buildings, bridges etc to

attract the attention of customers.

Posters of films which are screened on cinema halls are a common

sight in our country.

3. Vehicular displays

You must have seen advertisements on the public transport like

buses, trains, etc. Unlike hoardings

these vehicles give mobility to advertisements and cover a large

number of people.

Advertising

4. Gift Items from manufacturers

When you buy a cycle, the shopkeeper sometimes gives you a key

ring to hold the cycle key.

Some jewelers give small purse or boxes when you buy a jewellery.Sometimes manufacturers

gives diaries, calenders, purse, etc. to buyers and prospective

customers. In all these items the

name, address and telephone number of the manufacturer, or trader

or service provider as well

as descriptions of the products in which they deal in are printed.

These items are normally items

of daily use given freely to the customers. While using, the userremembers the products as well

as the producer.

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Suitability of Media of Advertising

The advertisers must look into the suitability of each medium of

advertising in relation to their

product. For this purpose, they must look into the nature of theproduct or service to be advertised,

the target customers for such product, the amount of allocated

funds for such advertising and the

availability of space and time in each medium. However, in

general, the suitability of each medium

of advertising can be summarized as follows:

1. Newspapers

These are suitable for consumer goods designed for general public.

In case of new products to

be launched, newspaper advertising is very useful as the same

space can be occupied on a

regular basis. Newspapers are also suitable for advertisements

regarding clearance sale, exchange

offers, etc.

2. Periodicals

These are suitable for products required by the target customers

of the periodicals. For example,advertisement of any books can be given in journals like Readers

Digest as the target customers

of this periodical is assumed to be a reader, Similarly, interior

decorators, architects, builders can

advertise in magazines specifically containing items of design and

decoration. Consumer goods

products can be advertised in any periodical having wide

circulation.3. Radio

Radio is suitable for advertising different varieties of products.

However, the timing is important

for radio advertising. For example, after farmers come back from

field they normally listen to

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radio and during this time any firm producing agricultural

products can advertise or sponsor their

programmes.

4. Television

Choice of channels and programmes is important for the advertisersto advertise their product in

TV. For example, in Cartoon Network channel, products for use of

children can be advertised.

Similarly, during any serials or films, consumer goods required by

the family can be advertised.

This medium is also suitable for products those require live

demonstration while selling those to

the consumers.

What You Have Learnt

Advertising includes all the activities involved in presenting

any product or service or idea

by any producer, trader or service provider to prospective

customers.

Advertising incurs some cost and it is borne by the producer,

trader or service provider

known as sponsor or advertiser.

The inherent message about the product or service or idea iscalled the advertisement.

In every advertisement the identity of the sponsor is disclosed.

The basic purpose of advertising is to educate the customers

regarding the utility of the

product/service and thereby to induce them to buy it.

Advertisement also serves the purpose of creating a demand for

any new product as well

as maintaining and improving the existing demand for any product.Ultimately every

advertising helps in increasing sales.

There are various medium of advertising like newspaper and

periodicals (print media);

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radio, television and internet (electronic media) and hoardings,

posters, vehicular displays

and gift items by manufacturer (other media). Each medium has its

own advantages and

disadvantages and suitability for specific products.

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Indian Advertising starts with the hawkers calling out their

wares right from the days when cities and markets first

began. Concrete advertising history begins with classified

advertising. Ads appear for the first time in print in

Hickeys Bengal Gazette, Indias first newspaper (weekly) .

To advertise meant merely to inform until the end of

the eighteenth century, and the early newspapers and

periodicals announced births, deaths, arrivals of ships from

England, sale of household furniture, etc. some journals like

the Bengal Journal (first published in 1785) even offered to

print government advertisements free.y The front page of most such journals carried only

advertisements. But before long persuasive copy began to

replace mere information. This is evident from the appearance

of punch lines such as superior to anything of the kind

hitherto imported and warranted to the first quality.

Discounts and special services also began to be offered by

the beginning of the nineteenth century. Later, new products

and services established themselves on the market through theadvertisement columns of the newspapers and periodicals. The

power of advertising increased rapidly with the growth in

trade and commerce.

y With the increasing impact of the industrial revolution onour country, the number of advertisements from British

business houses rose sharply. Agents flourished at the

time as space contractors, obtaining advertisements for

newspapers and periodicals on a commission basis. Leading

newspapers like The Statement and The Times of India,

which had their own advertising departments, offered their

own facilities to agents. This was of great advantage to

both the advertiser and the publisher, for the advertiser, it

saved the bother of preparing a suitable layout for the

advertisements, for the publisher, it assured a certain

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uniformity of standard in the advertisements appearing in its

column. This practice was responsible for turning advertising

into a distinct profession. These agents were forerunners

of the advertising agencies.

y Advertising in the early 20th centuryy Two main events responsible for growth of Indian advertising

agencies were: the Swadeshi Movement (1907-1911), which gave

rise to indigenous industries, and the second, was the

installation of first rotary linotype machine by the

Statesman of Calcutta in 1907.

y In few years, other papers too installed the new machine,which made it possible to produce a cheap newspaper with a

large national circulation. The first Indian Ad Agency, the

Indian Advertising Agency, was launched around this time, and

is still going strong. The main functions of these agencies

were to secure advertisements and to get them published in

the press. The major British agencies during this time were:

Alliance Advertising Associates, Publicity Society of India,

L.A. Stronach and Co, and others. They catered to the need of

the affluent British and Indian elites living in the

metropolitan cities. They rarely advertised Mass consumeritems like tea and cigarettes.

y During the war, press advertising was exploited to raisefunds for the war effort. Ad Agencies established

during this period-included Alliance Advertising

Association Ltd, at Bombay, started by the British India

Cooperation of Kanpur, to sell its manufactured goods. Mr.

L.A.Stronach, the manager of Alliance, bought up the Bombay

branch of the agency and started in 1922 his own agency, witha branch in London. It provided production and media services

to advertisers (unlike the space-selling agencies) and so

even manufacturers of competing products or brands had to use

these services.

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y The Inter-War Yearsy During the inter-war years a few Indian agencies too sprang

up, the most notable being the modern Publicity Co. inMadras, the Calcutta Publicity, and the Oriental Advertising

Agency in Tiruchirapalli. The Vasudevea Publicity Service was

started in Delhi to carry out outdoor publicity campaigns in

Uttar Pradesh, Punjab and Delhi. In 1931, the first full-

fledged Indian Ad Agency, the National Advertising Service,

was established. Among the other Indian Agencies to be

launched during this period were: New India Publicity Co.

1930, Paradise Advertising Agency of Calcutta (1928), the

Indian and Eastern Newspapers Society (IENS), and others. The

IENS was set up as a central organization of the newspaper

owners of India, Burma and Ceylon. The society looked after

the interests of newspaper publishing houses; an indirect

effect of the formation of the IENS was the standardization

of Ad agency practices. The IENS also sought to foster better

publisher agency relationship.

y The establishment of the Advertising Agencies Association ofIndia (AAAI) in 1945, and the Audit Bureau of Circulation(ABC) in 1948 helped to bring some order to the competitive

field. The AAAI came to be recognized as a representative

body of the profession, with the authority to represent its

interests and problems. The ABC gave some credibility to the

claims of newspapers regarding their circulation.

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y Post-Independence Advertisingy Following World War II and the Indian Independence, the

British-owned agencies were sold to Indian business. Severalagencies, however, retained an affiliate status with the

main branches of the agencies in London. They continue to

enjoy this status even today, though American multinational

agencies have replaced affiliation with British agencies.

y At independence the advertising business was well on its wayto growth and expansion. Partition did not touch the business

at all. The introduction of multi-color printing, improved

printing machines (like offset and web offset), and the

development of commercial art gave the Ad business a further

leap. Agencies began to offer, besides space selling, many

more services, such as artwork, organization of fairs and

exhibitions, market research, public relations consultancies.

y The phenomenal growth in the media, especially television andcable has given a boost to Indian advertising. Market

research and readership surveys have led to the further

professionalization of the business. Individual publishing

houses like The Hindu and The Times of India firstconducted readership surveys. Now, National Readership

Surveys (NRS) and Indian Readership Surveys (IRS) as well as

regular Television Rating Points (TRP) measurements provide

advertisers with statistical data on which to base their

media plans.

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Advertising Agencies can be classified by the range of servicesthat they offer. Also, advertising agencies range in size from one

man shows to large firms that employ thousands of people.

Accordingly, different types of advertising agencies are:

y Full service agenciesy Creative boutiquesy In-house agenciesy Specialized agenciesy Media buying services

Full-service agencies- as the name implies, a full service agency

is one that handles all phases of advertising process for its

clients: it plan, creates, produces and places advertisements for

its clients. In addition, it might provide other marketing

services such as sales promotion, trade shows, exhibits,

newsletters and annual reports. In short a full service agency

will provide four major functions:

1.account management,2.creative development and production,3.media planning and4.buying and research services.

One major point that differentiates a full service agency from

other is that the personal work full time and the services provide

are extensive. The services usually provided by a full serviceagency include collecting and analyzing market data, proposing

strategy, preparing and producing the ads, placing the ads in

approved media, verifying the advertisements appearance

(publication, broadcasting, etc), invoice the client, collect the

bills and pay the media and other suppliers.

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brand - an example is in the movie. Minority Report, where

Tom Cruise's character Tom Anderton owns a computer with The

Nokia logo clearly written in the top corner, or his watch

engraved with the Bulgarilogo.

The TV commercial is generally considered the most effective

mass-market advertising format and this is reflected by the

high prices TV networks charge for commercial airtime during

popular TV events.

Virtual advertisements may be inserted into regular

television programming through computer graphics.

It is typically inserted into otherwise blank backdrops or

used to replace local billboards that are not relevant to the

remote broadcast audience.

More controversially, virtual billboards may be inserted into

the background where none existing in real-life. Virtual

product placement is also possible. Increasingly, other

mediums such as those discussed below are overtaking

television due to a shift towards consumer's usage of theInternet.

Advertising on the World Wide Web is a recent phenomenon.

Prices of Web- based advertising space are dependent on the

"relevance" of the surrounding web content and the traffic

that the website receives. E-mail advertising is another

recent phenomenon. Unsolicited bulk E-mail advertising is

known as "spam". Newspaper

Flexibility; timeliness; good local market coverage; broad

acceptance; high believability. Short life; poor reproduction

quality; small pass along audience. Television Combines

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sight, sound and motion; appealing to the senses; high

attention; high reach.

High absolute cost, high clutter, fleeting exposure, less

audience selectivity Direct mailAudience selectivity,flexibility, no ad competition within the same medium,

personalization. Relatively high cost, junk mail image.

RadioMass use, high geographical and demographic selectivity; low

cost. Audio presentation only; lower attention than

television; non standardized rate structure; fleeting

exposure.

Magazines high geographical and demographic selectivity;

credibility and prestige; high quality reproduction, long

life; good pass-along readership. Long ad purchase lead time;

some waste circulation; no guarantee of position.

Outdoor Flexibility; high repeat exposure; low cost; low competition. Limited audience selectivity; creative

limitation. Broachers Flexibility;

full control;can dramatize message. Overproduction could lead to run away

costs.

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The major role as advertising agency is to work alongside the

clients to develop and sustain the brands that they mutually

serve, through consumer understanding and insight and through

creative and media delivery skills to provide best advice and the

best execution thereof to those clients for the advertising ofthose brands.

Buildings age and become dilapidated. Machines wear out. People

die. But what live on are the brands.

Brands are much more than mere products and services. Brands, if

successful, are clearly differentiated entities with which

consumers can and do form a mutually beneficial relationship over

time, because of the values rational and emotional, physical and

aesthetic that consumers derive from them. The importance can be

summed up as follows:

A product is something that is made, in a factory: a brand is

something that is bought, by a customer. A competitor can copy a

product; a brand is unique. A product can be quickly out-dated; a

successful brand is timeless.

The role of advertising and the advertising agency is to help

effect this transformation from product or service to brand by

clearly positioning the offering to the consumer its role and

its benefits and by communicating the brands own personality.

In short its role is to provide meaningful differentiation via the

consumer connection.

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As one wise head in advertising once said, nothing kills a bad

product faster than good advertising. Typically advertising is

playing this role, along with other parts of what we call the

marketing mix, in highly competitive market places.

Most advertisers assign this job of informing the target audience

and creating images to advertising agencies. Thus, the advertising

agencies plan, prepare and place ads in the media. But even an

advertiser can do all these things. The management can do planning

of ad campaigns. For preparing ads, creative personal can be

hires. And the advertiser for placing the ads can buy media space

or time. So, why hire an advertising agency?

The reason can be enlisted as follows:

y Expertise and experience- An advertising agency bringstogether people with the required expertise and experience of

the various sub-disciplines of advertising. Thus, it has the

copywriters, visualizes, researchers, photographers,

directors, planners and people who get business and deal with

clients working in ad agencies. An agency moulds all these

people into a team and gives them a highly conducive work

atmosphere. The agency makes the best use of their talents

and experience to deliver rapidly, efficiently and in greater

depth than a company or organization could do on its own.

y Objectivity and professionalism- Advertising agencies arehighly professional. Objectivity is a major virtue of ad

agency. They operate in a strange way. While they take up

advertising for others, agencies hardly advertise themselves.

Ad agencies being outside intermediaries can be objective.

They thus will offer independent and detached viewpoints andsuggestions based on objective analysis.

y Cost effective- If an organization wants to hire people to doits advertising, it can not provide them work all through the

year. Also most experts in the fields of advertising like

directors, musicians, photographers, charge huge amounts and

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are often not affordable. Moreover, hiring, organizing and

managing all talents required to produce advertising

campaigns is not an easy thing. And the fact that 98% of

advertisers the worlds over hire as agencies is proof enough

about the cost effectiveness of the agencies. Also the kindof consistent, powerful and compelling advertising that can

be created by using the expertise, experience, objectivity

and professionalism of ad agencies cannot be measured

economically.

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Today advertising agencies are found in virtually every major city

on the world and their role in stimulating economic growth is

solidly established. To understand advertising, we need to examine

the functions of an Ad Agency. These are: -

y Talent & Creative productions: The basic function of an AdAgency is providing talent. The creative efforts of the art

director, the detailed analysis of the research director and

the political understanding of the campaign director, are

just a few examples of the many abilities of Ad Agency

personal have to offer. A business organization or person

will contract the services of an ad agency to help market a

product. This function involves processing the information

collected from the client and through research and designingcommunication material in the form of advertisements and

other publicity material. This also includes planning

creative strategies, copy or script writing, visualization,

designing, layout, shooting of films, editing, giving music,

etc.

y Research: The second function of an Ad agency is research. Inorder to distribute the message to the public successfully,

the agency must first know all that it can about the product.One of the first jobs is to research the product and the

company, one must learn, one possibly can about both. The

research must even take one close to the heart of the firms

inner operations. Ad agencies use research as a tool to test

consumer reactions to products and services.

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y Distribution & Media planning: The third important functionof an ad agency is distribution. Here you decide what type of

message you will create for the company and what media will

be most helpful in sending this message to the public. On the

basis of the media habits (access and exposure) of the targetaudience, agency people prepare a media plan. This plan

includes which media to be used, which part of the media to

be used, when to place the ads and for how long to place the

ads, etc. media planners keep track of the viewer ship,

listener ship and readership of all kinds of media.

y Monitoring Feedback: By monitoring consumer feedback, adecision on whether to revise the message, the medium, the

target audience or all of them can be made. Ad agencies are

developing to reach the target audience. As information is

the backbone of all advertising, to prepare ads, one requires

information about the product, its competitors, the market

situation and trends, information about the audiences (their

likes and dislikes and media habits) also need to be

collected. Some of the most effective advertising includes

advertisement written in their native language. All of these

specialized campaigns are creating new demands on agencies

and are requiring new talents for people who work inadvertising.

In addition, many agencies also offer a variety of allied

services. These include:

y Merchandisingy Public relationsy Organizing exhibitions and fairsy Preparing all kinds of publicity materialy Planning and organizing special events (event management)y Direct marketing

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Advertisers and advertising agencies believe that customers have

needs and desires, which can be fulfilled through the purchase and

use of products and services. Advertising works largely through

appeal of emotions of envy, fear, anxiety, about ones appearance

and lack of status. It is widely assumed that advertising works if

the AIDCA formulas are followed. The formula sums up the

principles of advertising. The name of the formula is derived from

the initial letters of the words: Attention, Interest, Desire,

Conviction and Action.

The formula suggests that the att3ention and interests of the

customers must be gained first before the process of stimulating

desire, imparting conviction and urging action in advertisements

can bring about a change in the buying behaviors.

Steps Involved in Advertisement Planning

The Attention part is the banner or headline that makes an

impressive benefit promise. Interest builds information in an

interesting way, usually meaning that this must relate closely to

the way that the reader thinks about the issues concerned. If you

seek a response you must move then to create Desire, which relates

benefits to the reader so that they will want them. Finally you

must prompt an Action, which may be to call a telephone number or

to complete and send of a reply coupon. Advertising that does notprompt action is a wasted opportunity.

Offer a single impressive benefit, quickly and simply

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Research proves that where responses are required, the best

adverts are those, which offer an impressive, relevant benefit to

the reader. This promise should ideally contain the business

brand name, take no longer to read than is normal for the media

and be clearly the most striking part of the advert. This pointcannot be stressed enough; you must keep it quick, simple and to

the point.

Younger generations are extremely visually literate. They have

been brought up on computer games, so they couldnt deal with a

lot of polished copy, even if they wanted to. Think about the

vocabulary and language you use; know your target audience: a

simple test is to avoid any words or grammar that would not be

found in the newspaper that the target group would read.

Your message must be quick and easy to absorb.

Use a clear layout, clear fonts and clear language. Do not

distract the reader from the text by overlaying images or using

fancy fonts. Use simple language, avoid complicated words, and

keep enough space around the text to attract attention to it. Use

simple traditional typestyles: serif fonts are quicker to read

than sans serif. Use ten, eleven or twelve point-size for the main

text; smaller or larger are actually more difficult to read and

therefore less likely to be read. Avoid cluttering the advert with

fancy images, colors and backgrounds. Make it easy to read.

For the same reason avoids italics, shadows, light colors reversed

out of dark, weird and wonderful colors. None of these improve

readability, they all reduce it. Use simple black (or dark

colored) text on a white (or light colored) background for maximumreadability.

Involve the reader in your writing style

Refer to the reader as you and use the second person (you,

your and yours etc) in the description of what your

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business does for the customer to get them visualizing their own

personal involvement. Describe the service as it affects them in a

way that they will easily relate to it.

Incorporate something new

People respond better and are more easily attracted initially to a

concept that is new or original. If theyve heard or seen it all

before it will be no surprise that they take no notice at all.

People must believe theres something in it for them right from

the start.

Develop a proposition that is special or unique

Why should people be interested if your proposition is no

different to your competition? You must try to emphasize what

makes your service special. Unless your code of practice prevents

you from claiming superiority over your competitors, you should

put as much emphasis as you can behind your USP (unique selling

point), and either imply or state directly that you are the only

company to offer these things.

Proposition or offer must be credible and believable

The Advertising Standards Authority or equivalent would prevent

you from making overly extravagant claims anyway, but you should

still attempt to make your offer seem perfectly credible. This is

usually best accomplished by explaining why and how you

are able to do the things you are offering, in support of your

claims; you can also increase credibility by showing references or

testimonial quotes from satisfied customers.

For example, if you claim particularly good customer service, this

can be reinforced with an outline of your policy on seeking

customer feedback and carrying out satisfaction surveys.

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Advertising is often referred to as a Black Art because it is

mysterious, and is rarely a precise science. Things sometimes

work, which you imagine, wouldnt, and plenty of things you think

should work, dont. An advertisement campaign determines what the

advertiser wants to say. It also determines how, when, where, andto whom the advertiser wants to say it.

The Planning process of Advertisements Campaigns include the

following activities:

1. Situation Appraisal- before planning any activity, one requires

relevant information regarding the situation. For planning an Ad

campaign, we require information about the target market or

consumer, the company or product and the competition. The threeimportant research areas are:

y Consumer research and market researchy Product and company researchy Competitive research

2. Situation Analysis- (analyzing strengths, weakness,

opportunities and threats) From all the information collected,

campaigns planners find out the strengths of the product. These

strengths could be in any area. The strength often leads to new

opportunities to be explored. Weaknesses make the product

vulnerable to threats from others.

3. Structural or Strategic Planning- Advertising is an art and a

science. While the art comes from writing, designing and producing

exciting advertisements, the science comes from scientific methods

of research and strategic planning. Strategic planning is theprocess of making intelligent decisions. It starts with finding

out what to do, deciding how to accomplish the objectives. It also

decides whom to address (the target audience), how to distinguish

the product, how much to spend (budgeting), and how long to run

the campaign.

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4. Creative Planning- it includes developing a theme, the creative

strategy and finally deciding the creative tactics. The theme

needs to be a strong concept to be able to hold all there

different and diverse ads together. A powerful theme brings about

synergy to the campaign. A theme must always relate to andreflect the campaign objectives. Another step of creative planning

is finding the creative strategy. The creative strategy outlines

the impressions the campaign wants to create. Some common creative

strategies are:

y Generic Strategy- this is used by market leaders who ignorethe presence of competitors

y Pre-emptive claim strategy- here the brand is the first topick up a particular feature. In the minds of the people, it

becomes associated with that brand.

y Unique selling proposition (USP) strategy- here the campaigntalks about some features, which is unique to that advertised

brand and is not available in others.

y Brand image strategy: when there are no strongdifferentiating features among the competitors, then branding

try and create images.

y Product Positioning- some times products or brands arepositioned different from competing brands.

5. Media Planning- the ultimate goal of advertising is to reach

the target audience with the advertising message. Thus, the major

decisions in media planning, which needs to be taken, are:

y Which media to be used?y Where to advertise (geographic region)?y When to advertise (timing and scheduling)?y How intense the exposure should be (frequency)?

Media planning is a behind the scene part of advertising. It

plays an integral role in merging the science of marketing with

the art of advertising. A media planner has to find out about the

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availability of various media, the media rates, their reaches and

also analyze their effectiveness.

The Benefits of Advertising

Enormous human and material resources are devoted to advertising.

Advertising is everywhere in todays world, so that, as Pope Paul

VI remarked, No one now can escape the influence of

advertising. Even people who are not themselves exposed to

particular forms of advertising confront a society, a culture

other people affected for good or ill by advertising messages

and techniques of every sort.

Some critics view this state of affairs in unrelieved negative

terms. They condemn advertising as a waste of time, talent andmoney an essentially parasitic activity. In this view, not only

does advertising have no value of its own, but also its influence

is entirely harmful and corrupting for individuals and society.

But advertising also has significant potential for good, and

sometimes it is realized. Here are some of the ways that happens.

a) Economic Benefits of Advertising

Advertising can play an important role in the process by which an

economic system guided by moral norms and responsive to the common

good contributes to human development. It is a necessary part of

the functioning of modern market economies, which today either

exist or are emerging in many parts of the world and which

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provided they conform to moral standards based upon integral human

development. In such a system, advertising can be a useful tool

for sustaining honest and ethically responsible competition that

contributes to economic growth in the service of authentic human

development.

Advertising does this, by informing people about the availability

of rationally desirable new products and services and improvements

in existing ones, helping them to make informed, prudent consumer

decisions, contributing to efficiency and the lowering of prices,

and stimulating economic progress through the expansion of

business and trade. All of these can contribute to the creation of

new jobs, higher incomes and a more decent and humane way of life

for all.

b) Benefits of Political Advertising

Political advertising can make a contribution to democracy, to its

contribution to economic well being in a market system guided by

moral norms. Political advertising can make its contribution by

informing people about the ideas and policy proposals of parties

and candidates, including new candidates not previously known to

the public.

c) Cultural Benefits of Advertising

Because of the impact advertising has on media that depend on it

for revenue, advertisers have an opportunity to exert a positive

influence on decisions about media content. This they do by

supporting material of excellent intellectual, aesthetic and moral

quality presented with the public interest in view, andparticularly by encouraging and making possible media

presentations which are oriented to minorities whose needs might

otherwise go unserved.

Moreover, advertising can itself contribute to the betterment of

society by uplifting and inspiring people and motivating them to

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act in ways that benefit themselves and others. Advertising can

brighten lives simply by being witty, tasteful and entertaining.

d) Moral and Religious Benefits of Advertising

In many cases, too, benevolent social institutions, including

those of a religious nature, use advertising to communicate their

messages messages of faith, of patriotism, of tolerance,

compassion and neighborly service, of charity toward the needy,

messages concerning health and education, constructive and helpful

messages that educate and motivate people in a variety of

beneficial ways.

The harm done by Advertising

There is nothing intrinsically good or intrinsically evil about

advertising. It is a tool, an instrument: it can be used well, and

it can be used badly. If it can have, and sometimes does have,

beneficial results such as those just described, it also can, and

often does, have a negative, harmful impact on individuals and

society.

a) Economic Harms of Advertising

Advertising can betray its role as a source of information by

misrepresentation and by withholding relevant facts. Sometimes,

too, the information function of media can be subverted by

advertisers pressure upon publications or programs not to treat

of questions that might prove embarrassing or inconvenient.

More often, though, advertising is used not simply to inform but

to persuade and motivate to convince people to act in certainways: buy certain products or services, patronize certain

institutions, and the like. This is where particular abuses can

occur.

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The practice of brand-related advertising can raise serious

problems. Often there are only negligible differences among

similar products of different brands, and advertising may attempt

to move people to act on the basis of irrational motives (brand

loyalty, status, fashion, sex appeal, etc.) instead ofpresenting differences in product quality and price as bases for

rational choice.

b) Harms of Political Advertising

Political advertising can support and assist the working of the

democratic process, but it also can obstruct it. This happens

when, for example, the costs of advertising limit political

competition to wealthy candidates or groups, or require thatoffice-seekers compromise their integrity and independence by

over-dependence on special interests for funds.

Such obstruction of the democratic process also happens when,

instead of being a vehicle for honest expositions of candidates

views and records, political advertising seeks to distort the

views and records of opponents and unjustly attacks their

reputations. It happens when advertising appeals more to peoples

emotions and base instincts to selfishness, bias and hostility

toward others, to racial and ethnic prejudice and the like

rather than to a reasoned sense of justice and the good of all.

c) Cultural Harms of Advertising

Advertising also can have a corrupting influence upon culture and

cultural values. We have spoken of the economic harm that can be

done to developing nations by advertising that fosters consumerismand destructive patterns of consumption.

The indirect but powerful influence exerted by advertising upon

the media of social communications that depend on revenues from

this source points to another sort of cultural concern. In the

competition to attract ever-larger audiences and deliver them to

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advertisers, communicators can find themselves tempted in fact

pressured, subtly or not so subtly to set aside high artistic

and moral standards and lapse into superficiality.

All too often, advertising contributes to the invidiousstereotyping of particular groups that places them at a

disadvantage in relation to others. This often is true of the way

advertising treats women; and the exploitation of women, both in

and by advertising, is a frequent, deplorable abuse.

d) Moral and Religious Harms of Advertising

Advertising can be tasteful and in conformity with high moral

standards, and occasionally even morally uplifting, but it alsocan be vulgar and morally degrading. Frequently it deliberately

appeals to such motives as envy, status seeking and lust. Today,

too, some advertisers consciously seek to shock and titillate by

exploiting content of a morbid, perverse, pornographic nature.

We note, too, certain special problems relating to advertising

that treats of religion or pertains to specific issues with a

moral dimension.

In cases of the first sort, commercial advertisers sometimes

include religious themes or use religious images or personages to

sell products. It is possible to do this in tasteful, acceptable

ways, but the practice is obnoxious and offensive when it involves

exploiting religion or treating it flippantly. In cases of the

second sort, advertising sometimes is used to promote products and

inculcate attitudes and forms of behavior contrary to moral norms.

Within this very general framework, we can identify several moral

principles that are particularly relevant to advertising. We shall

speak briefly of three: truthfulness, the dignity of the human

person, and social responsibility.

1. Truthfulness in Advertising

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Even today, some advertising is simply and deliberately untrue.

Generally speaking, though, the problem of truth in advertising is

somewhat more subtle: it is not that advertising says what is

overtly false, but that it can distort the truth by implying

things that are not so or withholding relevant facts.

To be sure, advertising, like other forms of expression, has its

own conventions and forms of stylization, and these must be taken

into account when discussing truthfulness. People take for granted

some rhetorical and symbolic exaggeration in advertising; within

the limits of recognized and accepted practice, this can be

allowable.

2. The Dignity of the Human Person

There is an imperative requirement that advertising respect

the human person, his right duty to make a responsible choice, his

interior freedom; all these goods would be violated if mans

lower inclinations were to be exploited, or his capacity to

reflect and decide compromised.

Advertising can violate the dignity of the human person both

through its content what is advertised, the manner in which it

is advertised and through the impact it seeks to make upon its

audience. This problem is especially acute where particularly

vulnerable groups or classes of persons are concerned: children

and young people, the elderly, the poor, and the culturally

disadvantaged.

Much advertising directed at children apparently tries to exploit

their credulity and suggestibility, in the hope that they will putpressure on their parents to buy products of no real benefit to

them. Advertising like this offends against the dignity and rights

of both children and parents; it intrudes upon the parent-child

relationship and seeks to manipulate it to its own base ends.

Also, some of the comparatively little advertising directed

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specifically to the elderly or culturally disadvantaged seems

designed to play upon their fears so as to persuade them to

allocate some of their limited resources to goods or services of

dubious value.

3. Advertising and Social Responsibility

Advertising that fosters a lavish life style which wastes

resources and despoils the environment offends against important

ecological concerns. In his desire to have and to enjoy rather

than to be and grow, man consumes the resources of the earth and

his own life in an excessive and disordered way. Man thinks

that he can make arbitrary use of the earth

Advertising that reduces human progress to acquiring material

goods and cultivating a lavish life style expresses a false,

destructive vision of the human person harmful to individuals and

society alike.

When people fail to practice a rigorous respect for the moral,

cultural and spiritual requirements, based on the dignity of the

person and on the proper identity of each community, beginning

with the family and religious societies, then even material

abundance and the conveniences that technology makes available

will prove unsatisfying and in the end contemptible.

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Advertising is often criticized as a wasteful activity and an

unnecessary evil. Its critics offer the following arguments to

prove their contention.

y Multiplies the needs. Advertising multiplies the needs of thepeople by inducing them to buy even those things which are

not required by them. Since an advertisement is continuously

repeated, it creates a desire in the mind of the public tobuy the advertised product.

y Makes the product more costly. The amount of money spent byan advertiser on his products advertisement is added to the

distribution cost of the product. Thus, the customers have to

pay more for the product advertised.

y Increase in demand at the cost of another manufacturer.Advertising does not always increase the demand of the

product. When the demand is inelastic, advertising shifts

demand from one producer to another. That means a large

amount of money spent on advertising by the manufacturers

goes waste.

y Creates brand monopoly. Advertising may lead to monopoly of abrand. It is argued that big manufacturers who can afford

large amount of money on advertising can create brand

monopoly and eliminate the small producers.

y Every advertisement is not creative A large number ofadvertisements either escape the attention of the people orare ignored by them. This leads to waste of money spent on

advertisement.

y Undermines moral values. Sometimes, advertising underminesethical and aesthetic values. It may make the people start

bothering for appearance and design of the product rather

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than the physical utility. Some advertisers also use indecent

language and photographs to advertise their products which is

highly objectionable from the societys point of view.

y Corrupt the minds of youngsters. It is felt thatadvertisement can corrupt the minds of youngsters. Youngminds run the risk of being carried away by the

advertisements promoting smoking, wine, etc. In some cases,

advertisements have promoted the youths to commit crimes and

undertake ventures at the risk of their lives

Despite its drawbacks, advertising is a necessary marketing

activity in the present business environment. It is not a social

waste. It enables a manufacturer to introduce his products in the

market and sell them. Advertising helps in educating the people

regarding new uses of various products. It also strengthens the

freedom of choice of the people. It sustains the press and gives

employment to people. Advertising increases the standard of living

of the people by informing them about the availabiiity of new

products. Thus, we can say that advertising is a useful marketing

activity. Its drawback: could be removed if the people and the

Government keep a, watch on the advertisers. People should satisfy

themselves about the claims made by a producer before theypurchase his products. The manufacturers or the advertisers should

also avoid wasteful advertising and keep advertising expenditure

within limits. They should also follow the ethical standards while

advertising their products.

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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 companys product which will

naturally, affect the future sale of the product.

In order to measure the effectiveness of advertising copy, twotypes 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;

y By giving different addresses to different media,y Different newspapers may be selected for advertisements of

different departments,

y Coupon blank etc. May be provided with the advertisement or

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y Enquiry from consumers should mention the name of the sourceof information.

The technique is known as keying the advertising. Thus in

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

the effectiveness of individual media. This chapter deals these

three problems.

Importance of the Effectiveness of Advertising

y It acts as a Safety measure: Testing effectiveness ofadvertising helps in finding out ineffective advertisement

and advertising campaigns. It facilitates timely adjustmentsin advertising to make advertising consumer oriented and

result oriented. Thus waste of money in faulty advertising

can be avoided.

y Provides feedback for remedial measures: Testingeffectiveness of advertising provides useful information to

the advertisers to take remedial steps against ineffective

advertisements.

y Avoids possible failure: Advertisers are not sure of resultsof advertising from a particular advertising campaign.

Evaluating advertising effectives helps in estimating the

results in order to avoid complete loss.

y To justify the Investment in Advertising: The expenditure onadvertisement 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.

y To know the communication Effect: The effectiveness of theadvertisement can be measured in terms of their communication

effects on the target consumers or audience. The main purpose

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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 otherwords whether they have communicated the theme, message or

appeal of the advertising.

y Compare two markets: Under this procedure, advertising ispublished 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.

Importance of Advertising

Advertisement is a mass communicating of information intended to

persuade buyers to by products with a view to maximizing a

companys profits.

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 buildingfamiliarity. 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

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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 certainlyis 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. 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 asthe 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

countrys economy.

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The management should attempt to evaluate the effectiveness of the

advertising campaign if the firms advertising goals are to be

achieved and the ad effectiveness is to be increased. By regularevaluation 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 buyers 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

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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 privilegeswhen 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;

y The reaction of consumer; buyers to the advertising effortscannot be known in advance.

y The reaction of competitors in the field cannot be guessed inanticipation and

y The unexpected events (such as change in social and economicenvironment 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 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 resultof 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

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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 theassessment 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 testthe 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;

1.Do consumers feel that the advertisement communicatessomething desirable about the product?