Effectiveness of Advertisement

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Vedanta college, Kolkata.
Title:
Effectiveness Of Advertising
B.Com Semesture-VI

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Contents

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Acknowledgement
I want to express my sincere gratitude to everyone who gave me significant
assistance in planning, carrying out, and presenting my project work. First and
foremost, I want to express my appreciation for the honourable Principal Prof.
"Dr Kirti Singh Chundawat" and all the esteemed instructors in the Department
of Commerce. My supervisor, "Mr. Nabin Sen," of the Department of
Commerce at Vedanta College, deserves my sincere gratitude, regard, and
respect for his invaluable advice and kind assistance. Due to his prompt
supervision, it would have been possible for me to complete the project's work
on schedule.

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OBJECTIVES OF ADVERTISING
The advertising objectives can be categorized into four main objectives;
❏ Inform
❏ Persuade
❏ Remind
❏ Reinforce

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INTRODUCTION TO ADVERTISING
● The word advertising comes from the Latin word “advertere” meaning “to turn the mind
towards”.
● According to American Marketing Association ”advertising is any paid form of non-personal
presentation and promotion of ideas, goods and services by an identified sponsors.”
● Advertising is an activity of attracting public attention to a product, service, or business as by
paid announcements in the print, broadcast, or electronic media. Advertising is a marketing tool
and it can be used combined with other marketing tools such as sales promotion, personal
selling or publicity.

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OBJECTIVES OF ADVERTISING
INFORM
● Advertising let people/customer know about the product and competitors about the competition.
● Advertising allows company to understand about what problems will they solve and help company
to make informed decision
● While launching a new product or early prototype, advertising will be more informative and
maximum focus is given towards awaring and informing people
Example: Reliance Jio Promotion, Campaign Advertisement

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OBJECTIVES OF ADVERTISING
PERSUADE
● Advertising appeals customers to buy the product
● Advertisement give reason to customers to buy the products
● Advertising establishes the strong sense of association
● Advertising reflects product superiority against its competitive advertising, making customer prefer
the product.
Example: Dabur Honey persuade customer by committing its honey as natural immunity booster,
Toothpaste and medical soaps advertisement claim 99.9% effectiveness and include various herbal
components

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OBJECTIVES OF ADVERTISING
REMIND
● Advertising for successful brands or products at maturity level, basically fulfil the purpose of
reminding customers about their presence.
● In mature phase, advertising is more creative and innovative.
● Advertising is for reinforcement of the central idea of the company
Example: Advertisement campaign of Coca Cola, Mc Donald, KFC

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OBJECTIVES OF ADVERTISING
REINFORCE
● Advertising is necessary to convince their customers that they have made the right choice.
● For this, company advertise the strengths and benefits of their products or association
● Advertising depicts satisfied customers to increase the credibility towards product and brand
● Advertising is taken as a major reference factor for purchase decision making.

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ROLES OF ADVERTISING
● It increases and stabilizes the sales turnover
● It maintains the existing market and explores the new opportunities
● It provides competitive advantages to company
● It guarantees effective and quick sales
● It assists and controls product pricing
● It ensures better quality products at reasonable prices
● It establishes a brand image in customer’s mind
● It is a driving force for customers in decision making
● It provides new horizons of knowledge
● It generates and provides gainful employment opportunities

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TYPES OF ADVERTISING
There are various rational to categorize advertising. Of all, there are four
generic types of advertising;
❏ Display Advertising
❏ Video Advertising
❏ Mobile Advertising
❏ Native Advertising

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TYPES OF ADVERTISING
DISPLAY ADVERTISING
❏ Display advertising are also referred to as “banner” advertising which are basically any types of
billboards and banners. Display advertising can be digital or in print form.
❏ Display advertising are effective for fast visual storytelling.
❏ Display advertising can be in word format or picture format or both.
❏ Such advertising can be unmoving content or animated content.
❏ Display advertising are famous in digital platforms.

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TYPES OF ADVERTISING
VIDEO ADVERTISING
❏ Video advertising is a motion-picture or video form of advertising, where messages are conveyed
in the form of video.
❏ All the TV commercials, YouTube advertisements, billboard advertisements are forms of video
advertising.
❏ Video advertising are effective form of advertising as it attracts and appeals the audience and
involves creativity.
Examples:
● Carlsberg Ad
● Puma Ads
● Cred Ads

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TYPES OF ADVERTISING
MOBILE ADVERTISING
❏ Mobile advertising is the communication of product or services to mobile device and
smartphone consumers.
❏ Mobile advertising includes short message services (SMS) to interactive advertising.
❏ Web banner ads, short text ads, ad breaks, in-app display, sponsored mobile applications,
video ads, full ads, mobile-popups, paip-partnership and promotion etc.

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TYPES OF ADVERTISING
NATIVE ADVERTISING
❏ Native advertising is any paid content.
❏ It can be in text, picture, infographic and video form.
❏ The basic element of native advertising is it should be aligned and relatable to the context and
medium of transmission.
❏ A native advertising is content which producer can make it, corporations can buy it and
publishing platform can promote it.

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IMPORTANCE OF ADVERTISING
● Advertising provides information about a product.
● Advertising promotes the flow of demand of product/services.
● It increases the sales and reduces the cost
● Advertising establishes market relationship
● Advertising protects products and companies for cheap imitations
● It increases the goodwill of the company
● Advertising educates customers and enhances knowledge
● It provides employment and reflects standard of living
● Advertising creates corporate and brand image
● Advertising explores new market and new opportunities

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ADVERTISE DECISION MAKING PROCESS
S.No. Decisions Tasks
1. Advertising Objective Target Market, Target Response, Target Reach and
Frequency
2. Advertising Budget Decision Affordable Approach, Percent of Sale, Competitive
Parity, Objectives and Task Involved
3. Advertising Message Decision Message Generation, Message Evaluation and
Selection, Message Execution
4. Advertising Message Selection Message categories, Media Vehicles, Media Timing
5. Advertising Evaluation Copy Testing, Media Testing, Advertising Level
Testing

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Student’s Declaration
I hear by declare that the Project Work with the title EFFECTIVENESS OF ADVERTISEMENT
submitted by me for the partial fulfilment of the degree of B.Com. Honours in Accounting &
Finance under the University for the fulfilment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged providing details of such literature in
the references.
Signature:
Place: Name: Nandita Kiradoo.
Date: Address: 39 A, Sir Hari-
ram goenka street ,
Kolkata-7
Registration no: 316-1211-0072-20.

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Options Response
Male 39
Female 76

20. 20
Options Response
Below 18 6
18-25 78
25-35 26
35-45 2
Above 45 3

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Options Response
Below 12th
Standard
12
Graduation 67
Post-
graduation
36

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Options Response
Student 79
Professional 5
Service 19
Business 4
House Wife 8

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Options Response
250000 57
250000-500000 26
500000-1000000 19
Above 1000000 13

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Options Response
Yes 97
No 18
Interpretation:- From this mentioned chart it is
clear that most of the consumers dose watch
advertisement, and thus it helps in the increase in
the sale of the product.

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Options Response
10 Second 62
10-30 Second 38
30-60 Second 5
Above 60 Second 10
Interpretation:- From this above mentioned chart it is clear that most of the consumers do
watch advertisement but only upto10-30 seconds, and there are very less consumers are
there who watch advertisement above 30 seconds.

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Interpretation:- Most of the customers wants that T.V advertisement need to be controlled
because of some reasons like, repetition of same advertisement, improper details of the product
or service etc.
Options Response
Yes 66
No 12
Maybe 37

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Options Response
Yes 67
No 18
Maybe 30
Interpretation:-

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Options Response
Yes 107
No 8
Interpretation:- Yes T.V advertisement helps brand and product recognition as its play a major
role in choosing their desired brand products, by seeing advertisement they get proper ideas
regarding their products.

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Options Response
Yes 54
No 16
Maybe 45
Interpretation:- Yes advertisement increase the product price because it’s a mechanism of
selling products and also it is one of the most expensive way of advertisement.

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Options Response
Yes 92
No 10
Maybe 13
Interpretation:- Yes advertisement some time create irritation due to repetition of same
advertisement and some may take more then 2 minuets on a particular advertisement

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Options Response
Agree 67
Strongly Agree 35
Disagree 4
Strongly
Disagree
8
Interpretation:- Yes advertisement help to attracts customer because advertising is a powerful
tool that can help you attract customers, inform them about your products and build customer
trust. Most companies use some type of advertisement to help them promote their products or
services.

32. THANK YOU !!!
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