eYaksh.doc

EYAKSH TECHNOLOGIES PVT LTD.
DEPARTMENT OF MANAGEMENT STUDIES, SVU Page 1
CHAPTER -1
INTRODUCTION

INTRODUCTION
Advertising is a form of communication intended to persuade an audience (viewers,
readers or listeners) to purchase or take some action upon products, ideas, or services. It
includes the name of a product or service and how that product or service could benefit the
consumer, to persuade a target market to purchase or to consume that particular brand.
These messages are usually paid for by sponsors and viewed via various media. Advertising
can also serve to communicate an idea to a large number of people in an attempt to
convince them to take a certain action.
Commercial advertisers often seek to generate increased consumption of their products or
services through branding, which involves the repetition of an image or product name in an
effort to associate related qualities with the brand in the minds of consumers. Non-
commercial advertisers who spend money to advertise items other than a consumer product
or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of persuasion,
such as a public service announcement.
Modern advertising developed with the rise of mass production in the late 19th and early
20th centuries. Mass media can be defined as any media meant to reach a mass amount of
people. Different types of media can be used to deliver these messages, including
traditional media such as newspapers, magazines, television, radio, outdoor or direct mail;
or new media such as websites and text messages.
In 2013, spending on advertising was estimated at more than $500 billion in the United
States and $800 billion worldwide.
Internationally, the largest ("big four") advertising conglomerates are Interpublic,
Omnicom, Public and WPP.
It clarifies the objectives of an advertising campaign and for each individual advertisement.
The model suggests that there are six steps a consumer or a business buyer moves through
when making a purchase.

The steps are:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. The actual purchase
 Means-End Theory
This approach suggests that an advertisement should contain a message or means that leads
the consumer to a desired end state.
 Leverage Points
It is designed to move the consumer from understanding a product's benefits to linking
those benefits with personal values.
 Verbal and Visual Images.

CHAPTER 2
COMPANY PROFILE
PRODUCT PROFILE
REVIEW OF LITERATURE

COMPANY PROFILE
ABOUT THE COMPANY:
eYaksh was founded in 2009 and is based at Bangalore. Eyaksh.com is owned
and operated by eYaksh Technologies Pvt ltd.
EYaksh is derived from the Hindi word यक्ष which means Demigod, who preserves
treasures. Our company aims to find these treasures and then transform into opportunities.
Core team and Advisers:
Vikash Ranjan : Architecture and Technology
Shailesh kapoor : Marketing
Richa Ranjan : Product and Monetization
Value proposition
Automatically push custom, solicited, relevant and accurate location
sensitive information to our customers.
Mission Statement
Earn a living with our best skill GOD has endowed us with.
About the Name

eYaksh is derived from the Hindi word यक्ष which means Demigod, who
preserves treasures. Our company aims to find these treasures and transform them into
opportunities.
We work with the fundamentals of economics. The supply and demand are
inversely correlated, though the coefficient of correlation varies with the item in
consideration.
You have passion and preferences that may remain starved due to lack of
pertinent information, or constrained by generic data or product. At times you don't even
know what and when you want; it gets further diluted as you travel. This is what we believe
is the demand. On the supply side, we have the information to feed your passion, staggered
or hidden in various channels and dimensions. We offer the platform or the exchange that
helps demand meet supply, thus creating the equilibrium.

We offer closer match by considering specifics of the demand,
understanding the customer requirements and preferences. Add to this the location sensitive
dimension, and our proprietary LARK algorithm increases the probability that the pushed
information will be consumed. For the suppliers, we offer a great platform to advertise their
products, or disseminate information on events gatherings, or any information that has a
location based market value. We automatically PUSH quality, relevant, precise and
location sensitive information all solicited.
Tomo helps advertise through the following channels:
1. Mobile applications, and
2. SMS based service, by integrating with mobile service providers (WIP).
What we stand for
Location sensitive information forms our DNA.
We provide location based services (LBS) primarily in:
Location sensitive, customized and contextual advertisement platform that
serves information to the right customer
We provide the LBS via
App model - Mobile apps
Please check our core product (Tomo) to get a high level description of our core expertise.
At this point, we are working in stealth mode, and hence the information published may be
limited. We can provide more details on a need basis through our communication channels.
Terms of use
eYaksh, Inc. ("eYaksh") welcomes you and asks you to review and agree to this
Terms of Use Agreement (the "Agreement") before using the site. The eYaksh Network
consists of

(a) Web Sites, including eYaksh at www.eYaksh.com ; and
(b) Services provided in collaboration with our partners.
YOU AGREE TO READ THIS AGREEMENT BEFORE USING THE eYaksh
NETWORK. THESE TERMS ARE ENTERED INTO BY AND BETWEEN eYaksh AND
YOU, AND YOU ACCEPT THEM BY:
(a)USING AN eYaksh NETWORK WEB SITE IN ANY MANNER; AND/OR
(b) ACKNOWLEDGING AGREEMENT WITH THIS AGREEMENT. IF YOU
DO NOT AGREE TO ALL OF THE TERMS OF THIS AGREEMENT, DO NOT USE
THE eYaksh NETWORK.
1. DESCRIPTION OF SERVICE:
eYaksh offers certain services to you on the eYaksh Network, including
recommendations, through its network of products which may be accessed through any
various medium or device now known or hereafter developed (the "Service").
Tomo is one of our products through which we provide location based services
to our customers. Other ways may include, but not limited to bundling the services in the
form of MVAS.
You also understand and agree that the Service may include advertisements and that these
advertisements are necessary for eYaksh to provide the Service. eYaksh reserves the right
to refuse Service to any user.
2. REGISTRATION: In order to use certain parts of the Service, you must register and
complete the eYaksh Network's registration screen. As part of the registration process, you
agree:
(a) To provide certain limited information about you as prompted by a
registration form (such information to be current, complete and accurate).
(b) To submit a valid e-mail address and select a password.

(c) To be responsible for all uses of your account—whether or not you have
authorized such use—and for maintaining the confidentiality of your password.
(d) To notify eYaksh immediately of any unauthorized use of your account.
(e) That you are at least 16 years of age; and
(f) To maintain and update this information as required keeping it current,
complete and accurate.
The information requested during the registration process shall be referred to as
registration data (the "Registration Data"). You accept all risks of unauthorized access to
Registration Data. eYaksh reserves the right to delete accounts created by users who
appropriate the name, likeness, email address, or other personally identifiable information
of another individual. eYaksh will not be held liable for any loss or damage for non-
compliance with this Agreement.
3. USER CONDUCT
As part of eYaksh Network's community of users, you will naturally agree to
act responsibly and to treat other users with respect. You have sole responsibility for
adequate protection and backup of data and/or equipment used in connection with the
Service.
4. CONTENT
You are fully responsible for any data, text, software, music, sound,
photographs, graphics, video, messages, or other materials ("Content") you upload,
post, or otherwise transmit on or via the Service including, but not limited to forum
posts, articles, news stories, blogs, and e-mail messages—and the consequences of
any such Content. You agree not to post any Content that violates this Agreement or
which might be offensive, illegal or harm the safety of or violate the rights of others
and are fully responsible for any Content that you do post. You understand and agree
that eYaksh may review from time to time and delete any Content, including Content
that violates this Agreement or which might be offensive, illegal, or harm the safety
of or violate the rights of others. Content that is illegal or prohibited ("Prohibited
Content"), includes, but is not limited to, Content that:

• Is unlawful, harassing, libellous, abusive, threatening, harmful, bigoted,
racially offensive, obscene, defamatory, vulgar, pornographic, profane, indecent or
otherwise objectionable.
• Displays sexually explicit material of any kind.
• Encourages conduct that could constitute a criminal offense, gives rise to
civil liability or otherwise violates any applicable local, state, national or international
law or regulation.
• Transmits or posts any unsolicited or unauthorized advertising, "spam," junk
mail, "chain letters," "pyramid schemes," etc.
• Transmits or posts any Content that infringes upon patents, trademarks, trade
secrets, copyrights or other proprietary rights.
• Transmits or posts any viruses or material designed to disrupt, limit or
destroy any functionality of any computer software or hardware of users or the
Service.
• Collect, store or solicits information about other users for commercial or
unlawful purposes or engages in commercial activity such as contests, sweepstakes,
etc. without eYaksh prior written consent.
• Contains personally identifiable information about another individual that
was published without their express consent.
• Advertises any illegal services or the sale of any items prohibited or
restricted by applicable law.
• Has misleading email addresses or other manipulated identifiers to disguise
its origin.
5. PRIVACY
Please see our Privacy Policy incorporated herein by reference.
6. COPYRIGHT
Please see our Copyright Notice incorporated herein by reference.

7. TERMINATION
eYaksh reserves the right to refuse service to anyone in its sole discretion. eYaksh
may terminate your Service and remove any and all Information, Content, postings or
communications at any time, without notice, for conduct that violates this Agreement.
8. ADVERTISEMENTS AND PROMOTIONS
eYaksh may run advertisements and promotions from third parties on the Website.
Your correspondence or business dealings with, or participation in promotions of,
advertisers other than eYaksh found on or through an eYaksh Network Web Site, including
payment and delivery of related goods or services, and any other terms, conditions,
warranties or representations associated with such dealings, are solely between you and
such advertiser. EYaksh is not responsible or liable for any loss or damage of any sort
incurred as the result of any such dealings or as the result of the presence of such non-
eYaksh advertisers on an eYaksh Network Web Site.
9. CONTENT PROVIDED VIA LINKS
You may find links to other Internet sites or resources on an eYaksh Network
Web Site. You acknowledge and agree that eYaksh is not responsible for the availability of
such external sites or resources, and does not endorse and is not responsible or liable for
any content, advertising, products, or other materials on or available from such sites or
resources. EYaksh will not be responsible or liable, directly or indirectly, for any actual or
alleged damage or loss caused by or in connection with use of or reliance on any such
content, goods or services available on or through any such site or resource.
10. MODIFICATION
WE RESERVE THE RIGHT TO MODIFY THIS AGREEMENT AT ANY
TIME BY POSTING THE AMENDED TERMS ON THE eYaksh NETWORK. Your
continued use of the eYaksh Network indicates your acceptance of any amendments to the
Agreement.

PRODUCT PROFILE
Tomo mobile advertising platform
Advertise your business on Tomo, the next generation anti-search
mobile ad platform, and improve your ROI with its precision advertising. Tomo
helps you get local customers by targeting only the potential customers, based on
their location and preferences. e.g. If you have a Chinese food restaurant, your ad
gets automatically displayed only on the mobile phone of customers who like Chinese
food and are near your restaurant. How cool is that!! Your ad gets displayed on the
entire phone screen, unlike banner ads on all customers’ phone.
About Tomo:
A pioneering mobile advertisement platform that is
 Automated – PUSH ads automatically to the mobile.
 Personalized – to the customer’s preferences.
 Contextual – tailor made as per customer’s interest.
 Location sensitive – informs customers in their vicinity, as the customer is
on the move.
 Precision targeting – targets only potential customers, based on research
and customer behaviour.
 Graphical - displays the ad as a marker on a map, at the correct
destination. Further details are displayed as customer clicks the ad.
What we offer
For advertisers

 100% screen space on the mobile phone.
 Choice to pick your ad modes:
 Impression based
 Click based
 Fixed monthly rental based (monthly rental as low as Rs. 200 pm)
 Varied categories and levels of advertisement to suit the advertiser’s need.
 Tools to load the advertisements to the Tomo platform and manage the
advertiser account.
 Summary and detailed reporting of each advertisement and its performance
analytics. We offer detailed reporting of every Impression and Click of the ad.
 Higher CTR (click thru rate) and ROI.
 Advertisers can offer discount coupons to their customers, this can only be
delivered when the customer is at the store.
 Advertisers choose if a specific ad has to be displayed multiple times (as
reminders) to the customer.
FOR CUSTOMERS
 Free mobile applications (Android, iOS) to view the information, customized
from the advertisement.
 Advertisement gets transposed to customer solicited Information, as per the
customer preferences.
 Customer automatically informed about information only in their chosen
vicinity (Kms).
Advertising Rates:

 Zero upfront charges.

 Advertiser chooses if they pay for Impressions or Clicks or fixed cost basis. You
can then define your own rates for Impressions or Clicks. Min Impression rate is
Re1. Min Click rate is Rs.3. Min fixed cost basis is Rs. 200 pm.
 For Impression bases ads - Advertiser pays only if the ad is displayed on the
customer mobile, For Click based ads - Advertiser pays only if the ad is clicked by
the customer.
 If you use our Discount coupon facility (optional), you pay at a pre-defined rate per
coupon served to the customer (@ some percentage of the coupon value).
 For Impression based ads, Tomo offers multiple levels of advertisements to suit the
advertiser’s need. Different levels offer priorities to the Tomo ad serving engine.
Higher levels cost more and provide higher visibility of your ad.
 Charges for Click/Impression based modes are billed per month to the advertiser
account and sent to your email. Payment is to be done by 20th of next month.
Payment modes are in the form of cash, cheque, online. Monthly rental modes are
pre-paid.
Sample display of Impression and click based model rates
LEVEL PRIORITY **COST PER IMPRESSION
(Rs.)
**COST PER CLICK
(Rs.)
1 Very Low 1 3
2 Low 1.5 3
3 Medium 2 3
4 High 2.5 3
5 Very High 3 3
Cost per Impression: Price charged to advertiser per display of the ad on the
customer smart phone.
Cost per Click: Price charged to advertiser per click by the customer.
**Advertiser can pick either the Impression based or Click based Ads will not be
charged for both.
HOW TO START ADVRTISING ON TOMO

Pick your advertising mode and contact us with the details mentioned below and
we will create your advertising account and send the details to your email. If you need help
on choosing the right advertising mode, feel free to contact us.
You need to be ready with your ad content and images. You can access your
account at http://eyaksh.com and upload your ad. Your ad gets visible within a few hours.
Details needed for your account:
 Advertiser name and address
 Phone
 Email
 Preferred username (optional)
Tomo app details
Download Tomo for Android phones (Samsung/Sony/LG/HTC etc. Mobile
phones), or iPhones
App Name: Tomo Eyx
https://play.google.com/store/apps/details?id=com.eyaksh.core (Google Play Store)
https://itunes.apple.com/us/app/tomo-eyx/id791245169?ls=1&mt=8 (Apple Store)
QR-Code

Screenshots and flow
1. Customer install free Tomo Eyx app on the phone, and sets up his/her preferences
from various categories. Customer can also define the proximity (KMs) of interest,
the frequency of update (Hrs.) and the quantity of data.

2. Customer gets the recommendation/advertisement represented as icons on their
mobile phone identifying the exact locations of the customer and the venue of the
ad/event . This is called Impression, for which you will be charged @ ‘Cost per
impression’ for the selected level of your ad as mentioned above.

3. Customer gets more details when they click on the icon … and can take further
actions. This is called Click, for which you will be charged @ ‘Cost per click’
mentioned below.
Copyright
Unless otherwise indicated, all Web site materials (including without limitation
all articles, text, images, logos, software, and design) are the proprietary and copyrighted
property of eYaksh, Inc. ("eYaksh") or its licensors.
Privacy:
eYaksh, Inc. (“eYaksh” or “we”) believes your privacy is tremendously
important. We have created this privacy statement in order to demonstrate our firm
commitment to privacy. Below is our privacy policy spelled out in the necessary legal
language? It describes how we collect and use your personal data. If you have any
questions or comments regarding eYaksh privacy policy or its enforcement, please contact
us at contactus@eyaksh.com.

Review of Literature
Advertising is a form of communication intended to persuade an audience (viewers,
readers or listeners) to purchase or take some action upon products, ideas, or services. It
includes the name of a product or service and how that product or service could benefit the
consumer, to persuade a target market to purchase or to consume that particular brand.
These messages are usually paid for by sponsors and viewed via various media. Advertising
can also serve to communicate an idea to a large number of people in an attempt to
convince them to take a certain action.
Commercial advertisers often seek to generate increased consumption of their products or
services through branding, which involves the repetition of an image or product name in an
effort to associate related qualities with the brand in the minds of consumers. Non-
commercial advertisers who spend money to advertise items other than a consumer product
or service include political parties, interest groups, religious organizations and
governmental agencies. Non-profit organizations may rely on free modes of persuasion,
such as a public service announcement.
Modern advertising developed with the rise of mass production in the late 19th and early
20th centuries. Mass media can be defined as any media meant to reach a mass amount of
people. Different types of media can be used to deliver these messages, including
traditional media such as newspapers, magazines, television, radio, outdoor or direct mail;
or new media such as websites and text messages.
In 2013, spending on advertising was estimated at more than $500 billion in the United
States and $800 billion worldwide.
Internationally, the largest ("big four") advertising conglomerates are Interpublic,
Omnicom, Publics, and WPP.
History
Egyptians used papyrus to make sales messages and wall posters. Commercial
messages and political campaign displays have been found in the ruins of Pompeii and

ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and
Ancient Rome. Wall or rock painting for commercial advertising is another manifestation
of an ancient advertising form, which is present to this day in many parts of Asia, Africa,
and South America. The tradition of wall painting can be traced back to Indian rock art
paintings that date back to 4000 BC. History tells us that Out-of-home advertising and
billboards are the oldest forms of advertising.
As the towns and cities of the Middle Ages began to grow, and the general populace was
unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an
image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse
shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square
from the backs of carts and wagons and their proprietors used street callers (town criers) to
announce their whereabouts for the convenience of the customers.
As education became an apparent need and reading, as well as printing, developed
advertising expanded to include handbills. In the 17th century advertisements started to
appear in weekly newspapers in England. These early print advertisements were used
mainly to promote books and newspapers, which became increasingly affordable with
advances in the printing press; and medicines, which were increasingly sought after as
disease ravaged Europe. However, false advertising and so-called "quack" advertisements
became a problem, which ushered in the regulation of advertising content.
As the economy expanded during the 19th century, advertising grew alongside. In the
United States, the success of this advertising format eventually led to the growth of mail-
order advertising.
In June 1836, French newspaper La Presse was the first to include paid advertising in its
pages, allowing it to lower its price, extend its readership and increase its profitability and
the formula was soon copied by all titles. Around 1840, Volney B. Palmer established a
predecessor to advertising agencies in Boston.
Around the same time, in France, Charles-Louis Haves extended the services of his news
agency, Havas to include advertisement brokerage, making it the first French group to
organize. At first, agencies were brokers for advertisement space in newspapers. N. W.

Ayer & Son was the first full-service agency to assume responsibility for advertising
content. N.W. Ayer opened in 1869, and was located in Philadelphia.
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in setting up their
own radio stations, and included: schools, clubs and civic groups. When the practice of
sponsoring programs was popularized, each individual radio program was usually
sponsored by a single business in exchange for a brief mention of the business' name at the
beginning and end of the sponsored shows. However, radio station owners soon realized
they could earn more money by selling sponsorship rights in small time allocations to
multiple businesses throughout their radio station's broadcasts, rather than selling the
sponsorship rights to single businesses per show.
This practice was carried over to television in the late 1940s and early 1950s. A fierce battle
was fought between those seeking to commercialize the radio and people who argued that
the radio spectrum should be considered a part of the commons – to be used only non-
commercially and for the public good. The United Kingdom pursued a public funding
model for the BBC, originally a private company, the British Broadcasting Company, but
incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham
Spry were likewise able to persuade the federal government to adopt a public funding
model, creating the Canadian Broadcasting Corporation.
However, in the United States, the capitalist model prevailed with the passage of the
Communications Act of 1934 which created the Federal Communications commission.
However, the U.S. Congress did require commercial broadcasters to operate in the "public
interest, convenience, and necessity". Public broadcasting now exists in the United States
due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service and
National Public Radio.
In the early 1950s, the Dumont Television Network began the modern practice of selling
advertisement time to multiple sponsors. Previously, Dumont had trouble finding sponsors
for many of their programs and compensated by selling smaller blocks of advertising time
to several businesses. This eventually became the standard for the commercial television

industry in the United States. However, it was still a common practice to have single
sponsor shows, such as The United States Steel Hour. In some instances the sponsors
exercised great control over the content of the show—up to and including having one's
advertising agency actually writing the show. The single sponsor model is much less
prevalent now, a notable exception being the Hallmark Hall of Fame.
The 1960s saw advertising transform into a modern approach in which creativity was
allowed to shine, producing unexpected messages that made advertisements more tempting
to consumers' eyes. The Volkswagen ad campaign—featuring such headlines as "Think
Small" and "Lemon" (which were used to describe the appearance of the car)—ushered in
the era of modern advertising by promoting a "position" or "unique selling proposition"
designed to associate each brand with a specific idea in the reader or viewer's mind. This
period of American advertising is called the Creative Revolution and its archetype was
William Bernbach who helped create the revolutionary Volkswagen ads among others.
Some of the most creative and long-standing American advertising dates as follows.
The late 1980s and early 1990s saw the introduction of cable television and particularly
MTV. Pioneering the concept of the music video, MTV ushered in a new type of
advertising: the consumer tunes in for the advertising message, rather than it being a by-
product or afterthought.
As cable and satellite television became increasingly prevalent, specialty channels emerged,
including channels entirely devoted to advertising, such as QVC, Home Shopping Network,
and Shop TV Canada.
Marketing through the Internet opened new frontiers for advertisers and contributed to the
"dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue,
offering everything from coupons to free Internet access. At the turn of the 21st century, a
number of websites including the search engine Google, started a change in online
advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather
than inundate, users. This has led to a plethora of similar efforts and an increasing trend of
interactive advertising.
The share of advertising spending relative to GDP has changed little across large changes in
media. For example, in the US in 1925, the main advertising media were newspapers,

magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of
GDP was about 2.9 percent. By 1998, television and radio had become major advertising
media. Nonetheless, advertising spending as a share of GDP was slightly lower—about 2.4
percent.
A recent advertising innovation is "guerrilla marketing", which involve unusual approaches
such as staged encounters in public places, giveaways of products such as cars that are
covered with brand messages, and interactive advertising where the viewer can respond to
become part of the advertising message. Guerrilla advertising is becoming increasing more
popular with a lot of companies. This type of advertising is unpredictable and innovative,
which causes consumers to buy the product or idea. This reflects an increasing trend of
interactive and "embedded" ads, such as via product placement, having consumers vote
through text messages, and various innovations utilizing social network services such as
Face book.
Public service advertising
The advertising techniques used to promote commercial goods and services
can be used to inform, educate and motivate the public about non-commercial issues, such
as HIV/AIDS, political ideology, energy conservation and deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching
and motivating large audiences. "Advertising justifies its existence when used in the public
interest—it is much too powerful a tool to use solely for commercial purposes," attributed
to Howard Goss age by David Ogilvy.
Public service advertising, non-commercial advertising, public interest advertising, cause
marketing, and social marketing are different terms for (or aspects of) the use of
sophisticated advertising and marketing communications techniques (generally associated
with commercial enterprise) on behalf of non-commercial, public interest issues and
initiatives.
In the United States, the granting of television and radio licenses by the FCC is contingent
upon the station broadcasting a certain amount of public service advertising. To meet these
requirements, many broadcast stations in America air the bulk of their required public

service announcements during the late night or early morning when the smallest percentage
of viewers are watching, leaving more day and prime time commercial slots available for
high-paying advertisers.
Public service advertising reached its height during World Wars I and II under the direction
of more than one government. During WWII President Roosevelt commissioned the
creation of The War Advertising Council (now known as the Ad Council) which is the
nation's largest developer of PSA campaigns on behalf of government agencies and non-
profit organizations, including the longest-running PSA campaign, Smokey Bear.
Marketing mix
The marketing mix has been the key concept to advertising. The marketing
mix was suggested by Professor E. Jerome McCarthy in the 1960s. The marketing mix
consists of four basic elements called the four P’s Product is the first P representing the
actual product. Price represents the process of determining the value of a product. Place
represents the variables of getting the product to the consumer like distribution channels,
market coverage and movement organization. The last P stands for Promotion which is the
process of reaching the target market and convincing them to go out and buy the product.
Advertising theory
 Hierarchy of effects model
It clarifies the objectives of an advertising campaign and for each individual advertisement.
The model suggests that there are six steps a consumer or a business buyer moves through
when making a purchase. The steps are:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. The actual purchase

 Means-End Theory
This approach suggests that an advertisement should contain a message or means that leads
the consumer to a desired end state.
 Leverage Points
It is designed to move the consumer from understanding a product's benefits to linking
those benefits with personal values.
 Verbal and Visual Images
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising
media can include wall paintings, billboards, street furniture components, printed flyers and
rack cards, radio, cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines,
newspapers, town criers, sides of buses, banners attached to or sides of airplanes
("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins,
taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms
and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples
in supermarkets, shopping cart handles ( grabertising ), the opening section of streaming
audio and video, posters, and the backs of event tickets and supermarket receipts. Any place
an "identified" sponsor pays to deliver their message through a medium is advertising.
Digital advertising
Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market
advertising format, as is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super Bowl football
game in the United States is known as the most prominent advertising event on
television. The average cost of a single thirty-second TV spot during this game has
reached US$3 million (as of 2009). The majority of television commercials feature

a song or jingle that listeners soon relate to the product. 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
exist in real-life. This technique is especially used in televised sporting events.
Virtual product placement is also possible.[15][16] Infomercials: An infomercial is a
long-format television commercial, typically five minutes or longer. The word
"infomercial" comes from the words "information" & "commercial". The main
objective in an infomercial is to create an impulse purchase, so that the consumer
sees the presentation and then immediately buys the product through the advertised
toll-free telephone number or website. Infomercials describe, display, and often
demonstrate products and their features, and commonly have testimonials from
consumers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. Airtime is purchased from a station or
network in exchange for airing the commercials. While radio has the obvious
limitation of being restricted to sound, proponents of radio advertising often cite this
as an advantage.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide
Web for the expressed purpose of delivering marketing messages to attract
customers. Examples of online advertising include contextual ads that appear on
search engine results pages, banner ads, in text ads, Rich Media Ads, Social
network advertising, online classified advertising, advertising networks and e-mail
marketing, including e-mail spam.
Product placements

Covert advertising, also known as guerrilla advertising, is when a product or brand
is embedded in entertainment and media. For example, in a film, the main character
can use an item or other of a definite brand, as in the movie Minority Report, where
Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly
written in the top corner, or his watch engraved with the Bulgari logo. Another
example of advertising in film is in I, Robot, where main character played by Will
Smith mentions his Converse shoes several times, calling them "classics," because
the film is set far in the future.
I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-
Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise
in the movie The Matrix Reloaded, which as a result contained many scenes in
which Cadillac cars were used. Similarly, product placement for Omega Watches,
Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films,
most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main
transport vehicle shows a large Dodge logo on the front. Blade Runner includes
some of the most obvious product placement; the whole film stops to show a Coca-
Cola billboard.
Physicaladvertising
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper,
magazine, or trade journal. This encompasses everything from media with a very
broad readership base, such as a major national newspaper or magazine, to more
narrowly targeted media such as local newspapers and trade journals on very
specialized topics. A form of press advertising is classified advertising, which
allows private individuals or companies to purchase a small, narrowly targeted ad
for a low fee advertising a product or service. Another form of press advertising is
the Display Ad, which is a larger ad (can include art) that typically run in an article
section of a newspaper.
Billboard advertising: Billboards are large structures located in public places which
display advertisements to passing pedestrians and motorists. Most often, they are

located on main roads with a large amount of passing motor and pedestrian traffic;
however, they can be placed in any location with large amounts of viewers, such as
on mass transit vehicles and in stations, in shopping malls or office buildings, and in
stadiums.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens. These
can be on dedicated vehicles built solely for carrying advertisements along routes
preselected by clients, they can also be specially equipped cargo trucks or, in some
cases, large banners strewn from planes. The billboards are often lighted; some
being backlit, and others employing spotlights. Some billboard displays are static,
while others change; for example, continuously or periodically rotating among a set
of advertisements.
Mobile displays are used for various situations in metropolitan areas throughout the
world, including: Target advertising, One-day, and long-term campaigns,
Conventions, Sporting events, Store openings and similar promotional events, and
Big advertisements from smaller companies.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at the
ends of aisles and near checkout counters, eye-catching displays promoting a
specific product, and advertisements in such places as shopping carts and in-store
video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is
distributed out of an office, café, or drive-through coffee shop. This form of
advertising was first popularized in Australia, and has begun growing in popularity
in the United States, India, and parts of the Middle East.
Streetadvertising

This type of advertising first came to prominence in the UK by Street Advertising
Services to create outdoor advertising on street furniture and pavements. Working
with products such as Reverse Graffiti and 3d pavement advertising, the media
became an affordable and effective tool for getting brand messages out into public
spaces.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores or
products. Advertisers often advertise their products, for example, when celebrities
share their favourite products or wear clothes by specific brands or designers.
Celebrities are often involved in advertising campaigns such as television or print
adverts to advertise specific or general products. The use of celebrities to endorse a
brand can have its downsides, however. One mistake by a celebrity can be
detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China,
swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did
not want to associate with him after he was photographed smoking marijuana.
Sales promotions
Sales promotions are another way to advertise. Sales promotions are double
purposed because they are used to gather information about what type of customers you
draw in and where they are, and to jumpstart sales. Sales promotions include things like
contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs,
and discounts. The ultimate goal of sales promotions is to stimulate potential customers to
action.
Media and advertising approaches
Increasingly, other media are overtaking many of the "traditional" media such as
television, radio and newspaper because of a shift toward consumer's usage of the Internet
for news and music as well as devices like digital video recorders (DVRs) such as TiVo.

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.
Digital signage is poised to become a major mass media because of its ability to reach
larger audiences for less money. Digital signals also offer the unique ability to see the target
audience where they are reached by the medium. Technological advances have also made it
possible to control the message on digital signage with much precision, enabling the
messages to be relevant to the target audience at any given time and location which in turn,
gets more response from the advertising. Digital signage is being successfully employed in
supermarkets. Another successful use of digital signage is in hospitality locations such as
restaurants and malls.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is
known as "e-mail spam". Spam has been a problem for email users for many years.
Some companies have proposed placing messages or corporate logos on the side of booster
rockets and the International Space Station. Controversy exists on the effectiveness of
subliminal advertising (see mind control), and the pervasiveness of mass messages (see
propaganda).
Unpaid advertising (also called "publicity advertising"), can provide good exposure at
minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or
achieving the feat of equating a brand with a common noun (in the United States, "Xerox"
= "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum
cleaner, "Nintendo" (often used by those exposed to many video games) = video games,
and "Band-Aid" = adhesive bandage) — these can be seen as the pinnacle of any
advertising campaign. However, some companies oppose the use of their brand name to
label an object. Equating a brand with a common noun also risks turning that brand into a
generalized trademark - turning it into a generic term which means that its legal protection
as a trademark is lost.
As the mobile phone became a new mass media in 1998 when the first paid downloadable
content appeared on mobile phones in Finland, it was only a matter of time until mobile
advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile

advertising had reached $2.2 billion and providers such as Admob delivered billions of
mobile ads.
More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service
picture and video messages, adver games and various engagement marketing campaigns. A
particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any
typing of web addresses, and uses the camera feature of modern phones to gain immediate
access to web content. 83 percent of Japanese mobile phone users already are active users
of 2D barcodes.
A new form of advertising that is growing rapidly is social network advertising. It is online
advertising with a focus on social networking sites. This is a relatively immature market,
but it has shown a lot of promises as advertisers are able to take advantage of the
demographic information the user has provided to the social networking site. Friendertising
is a more precise advertising term in which people are able to direct advertisements toward
others directly using social network service.
From time to time, The CW Television Network airs short programming breaks called
"Content Wraps," to advertise one company's product during an entire commercial break.
The CW pioneered "content wraps" and some products featured were Herbal Essences,
Crest, Guitar Hero II, CoverGirl, and recently Toyota.
Recently, there appeared a new promotion concept, "ARvertising", advertising on
Augmented Reality technology.
Niche marketing
Another significant trend regarding future of advertising is the growing
importance of the niche market using niche or targeted ads. Also brought about by the
Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach
specific audiences. In the past, the most efficient way to deliver a message was to blanket
the largest mass market audience possible. However, usage tracking, customer profiles and
the growing popularity of niche content brought about by everything from blogs to social
networking sites, provide advertisers with audiences that are smaller but much better

defined, leading to ads that are more relevant to viewers and more effective for companies'
marketing products.
Among others, Comcast Spotlight is one such advertiser employing this method in their
video on demand menus. These advertisements are targeted to a specific group and can be
viewed by anyone wishing to find out more about a particular business or practice at any
time, right from their home. This causes the viewer to become proactive and actually
choose what advertisements they want to view.
Crowd sourcing
The concept of crowd sourcing has given way to the trend of user-generated
advertisements. User-generated ads are created by consumers as opposed to an advertising
agency or the company themselves, most often they are a result of brand sponsored
advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held
the Crash the Super Bowl contest, allowing consumers to create their own Doritos
commercial. Chevrolet held a similar competition for their Tahoe line of SUVs. Due to the
success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays re-launched
the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the
most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009
Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year
while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's Buzz-
Metrics to be the "most buzzed-about".
This trend has given rise to several online platforms that host user-generated advertising
competitions on behalf of a company. Founded in 2007, Zoo-p-pa has launched ad
competitions for brands such as Google, Nike, Hershey’s, General Mills, Microsoft, NBC
Universal, Zinio, and Mini Cooper. Crowd sourced advertisements have gained popularity
in part to its cost effective nature, high consumer engagement, and ability to generate word-
of-mouth. However, it remains controversial, as the long-term impact on the advertising
industry is still unclear.
Global advertising

Advertising has gone through five major stages of development: domestic,
export, international, multi-national, and global. For global advertisers, there are four,
potentially competing, business objectives that must be balanced when developing
worldwide advertising: building a brand while speaking with one voice, developing
economies of scale in the creative process, maximising local effectiveness of ads, and
increasing the company’s speed of implementation. Born from the evolutionary stages of
global marketing are the three primary and fundamentally different approaches to the
development of global advertising executions: exporting executions, producing local
executions, and importing ideas that travel.
Advertising research is key to determining the success of an ad in any country or region.
The ability to identify which elements and/or moments of an ad that contributes to its
success is how economies of scale are maximised. Once one knows what works in an ad,
that idea or ideas can be imported by any other market. Market research measures, such as
Flow of Attention, Flow of Emotion and branding moments provide insight into what is
working in an ad in any country or region because the measures are based on the visual, not
verbal, elements of the add
Foreignpublic messaging
Foreign governments, particularly those that own marketable commercial
products or services, often promote their interests and positions through the advertising of
those goods because the target audience is not only largely unaware of the forum as vehicle
for foreign messaging but also willing to receive the message while in a mental state of
absorbing information from advertisements during television commercial breaks, while
reading a periodical, or while passing by billboards in public spaces. A prime example of
this messaging technique is advertising campaigns to promote international travel. While
advertising foreign destinations and services may stem from the typical goal of increasing
revenue by drawing more tourism, some travel campaigns carry the additional or alternative
intended purpose of promoting good sentiments or improving existing ones among the
target audience towards a given nation or region. It is common for advertising promoting
foreign countries to be produced and distributed by the tourism ministries of those
countries, so these ads often carry political statements.

Additionally, a wide range of foreign airlines and travel-related services which advertise
separately from the destinations, themselves, are owned by their respective governments;
examples include, though are not limited to, the Emirates airline (Dubai), Singapore
Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China),
and Air China (People's Republic of China). By depicting their destinations, airlines, and
other services in a favourable and pleasant light, countries market themselves to
populations abroad in a manner that could mitigate prior public impressions.
Diversification
In the realm of advertising agencies, continued industry diversification has seen
observers note that “big global clients don't need big global agencies any more”. This is
reflected by the growth of non-traditional agencies in various global markets, such as
Canadian business TAXI and SMART in Australia and has been referred to as "a revolution
in the ad world".
New technology
The ability to record shows on digital video recorders (such as TiVo) allow users
to record the programs for later viewing, enabling them to fast forward through
commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of
television programs; fewer people watch the shows on TV. However, the fact that these sets
are sold, means the company will receive additional profits from the sales of these sets. To
counter this effect, many advertisers have opted for product placement on TV shows like
Survivor.
Advertising education
Advertising education has become widely popular with bachelor, master and
doctorate degrees becoming available in the emphasis. A surge in advertising interest is
typically attributed to the strong relationship advertising plays in cultural and technological
changes, such as the advance of online social networking. A unique model for teaching
advertising is the student-run advertising agency, where advertising students create
campaigns for real companies. Organizations such as American Advertising Federation and
AdU Network partner established companies with students to create these campaigns.

Criticisms
While advertising can be seen as necessary for economic growth, it is not without
social costs. Unsolicited Commercial Email and other forms of spam have become so
prevalent as to have become a major nuisance to users of these services, as well as being a
financial burden on internet service providers. Advertising is increasingly invading public
spaces, such as schools, which some critics argue is a form of child exploitation. In
addition, advertising frequently uses psychological pressure (for example, appealing to
feelings of inadequacy) on the intended consumer, which may be harmful.
Advertising research:
Advertising research is a specialized form of research that works to improve the
effectiveness and efficiency of advertising. It entails numerous forms of research which
employ different methodologies. Advertising research includes pre-testing (also known as
copy testing) and post-testing of ads and/or campaigns—pre-testing is done before an ad
airs to gauge how well it will perform and post-testing is done after an ad airs to determine
the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and
the Communiqués System are competing examples of post-testing advertising research
types.
Why is it so difficult to introspect on advertising and how it influences us? Because we
look for major effects, that’s why! Too often, we look for the ability of an ad to persuade
us. We look for a major effect rather than more subtle, minor effects. Big and immediate
effects of advertising do occur when the advertiser has something new to say. Then it is
easy for us to introspect on its effect.
But most effects of advertising fall well short of persuasion. These minor effects are not
obvious but they are more characteristic of the way advertising works. To understand
advertising we have to understand and measure these effects. When our kids are growing up
we don’t notice their physical growth each day but from time to time we become aware that
they have grown. Determining how much a child has grown in the last 24 hours is like
evaluating the effect of being exposed to a single commercial. In both cases, the changes
are too small for us to notice. But even small effects of advertising can influence which

brand we choose especially when all other factors are equal and when alternative brands are
much the same.
Weighing the alternatives: Evaluation
It is easiest to understand this with low-involvement buying situations. The situation is like
a ‘beam-balance’ in which each brand weighs the same. With one brand on each side, the
scale is balanced. However, it takes only a feather added to one side of the balance to tip it
in favor of the brand on that side. The brands consumers have to choose from are often very
similar. Which one will the buying balance tip towards? When we look for advertising
effects we are looking for feathers rather than heavy weights.
The buying of cars, appliances, vacations and other high-priced items are examples of high-
involvement decision- making. This high level of involvement contrasts with the low level
brought to bear on the purchase of products like shampoo or soft drink or margarine. For
most of us, the buying of these smaller items is no big deal. We have better things to do
with our time than agonize over which brand to choose every time we buy something.
The fact is that in many low-involvement product categories, the alternative brands are
extremely similar and in some cases almost identical. Most consumers don't really care
which one they buy and could substitute easily if their brand ceased to exist. It is in these
low-involvement categories that the effects of advertising can be greatest and yet hardest to
introspect upon.
Even with high involvement products the beam balance analogy is relevant because very
different alternatives can weigh-up equal. We often have to weigh up complex things like
‘average quality at a moderate price’ against ‘premium quality at a higher price’. Often we
find ourselves in a state of indecision between the alternatives. When the choice weighs
equal in our mind, whether it will be low involvement products or high involvement
products, it can take just a feather to swing that balance.
So which way should we see it? What weight should we give to a particular feature in our
minds? When, advertising emphasizes points that favour a brand, it doesn’t have to
persuade us - merely raise our awareness of the positive perspectives. Chances are we will
notice confirmatory evidence more easily as a result. When we subsequently read a

newspaper or consumer report or talk with friends, research shows that we are prone to
interpret such information slightly more favourably. This effect is a long way from
heavyweight persuasion. Rather it is a gentle, mental biasing of our subsequent perceptions,
and we see in Chapter 2 how perspective can influence our interpretation. It is not so much
persuasion as a shifting of the mental spotlight...playing the focal beam of attention on one
perspective rather than another.
Repetition:
As with the amount by which our kids grow in a day, we are just not aware of the small
differences advertising can make. Even though these imperceptibly small changes in time
add up to significant effects, individual increments are too small for us to notice. They are
just below the just noticeable difference (JND).
Through the process of repetition these small increments can produce major perceived
differences between brands, but we are rarely aware of the process taking place.
The cumulative effects of changes in brand image become starkly noticeable only in rare
cases: for instance, when we return home after a long absence and find that an old brand is
now seen by people in a different light — that in the intervening period the brand has
acquired a different image.
Registering a claim in our minds (e.g. ‘taste the difference’ or ‘good to the last drop’) does
not necessarily mean we believe it. However, it makes us aware that there are claimed
differences between brands. This is a proposition (a ‘feather’, if you will) that, when
everything else is equal may tip the balance of brand selection, even if only to prompt us to
find out if it is true.
Repetition increases our familiarity with a claim. In the absence of evidence to the contrary,
a feeling of greater likelihood that the claim is true begins to accompany the growing
familiarity. This effect of repetition is known as ‘the truth effect.
We tend to think that if something is not true somehow it would somehow be challenged. If
it is repeated constantly and not challenged, our minds seem to regard this as prima facie
evidence that perhaps it is true. The effect of repetition is to produce small but cumulative

increments in this ‘truth’ inference. It is hardly rational but we don’t really think about it.
We don’t go out of our way to think about it because low involvement, by definition means
we don’t care much anyway. Such claims are ‘feathers’. In summary, the reasons we are
unable to introspect on advertising’s effects — especially in low-involvement situations
are:
 the effect of each single ad exposure is small;
 with repetition, even imperceptibly small effects can build into larger perceived
differences between brands;
 if something gets repeated constantly without challenge, our minds seem to regard
this as prima facie evidence that maybe, just maybe, it is true (the ‘truth’ effect);
 Often it is no big deal to us which of the alternative brands we choose, anyway.
If you have ever wondered why advertisers seem to persist in repeating the same ad — if
you have ever wondered why they think this could possibly influence sane people like us
— then here is the answer. Much of advertising creates only marginal differences, but small
differences can build into larger differences. Even small differences can tip the balance in
favour of the advertised brand. This is especially true of ‘image advertising’.
Image advertising
The effect of image advertising is easier to see in relation to high-involvement products, so
let us start with a high-involvement example — Volvo cars.
Between 1970 and 1990, Volvo focused its image advertising on safety. Through repetition,
it built up a strong image for the Volvo as a safe car. On a scale of 1 to 10 for safety, most
people would rate Volvo higher than almost any other car. Safety is now an integral part of
our perception of this brand. (The fact that the car actually delivers on this promise has of
course been a very important ingredient in the success of the safety campaign -but that is
another story.)
One effect of image advertising, then, is to produce gradual shifts in our perceptions of a
brand with regard to a particular attribute — in Volvo’s case, safety (in other words, to
effect marginal changes in our mental rating of the brand on that attribute). This is often not
perceptible after just one exposure because the change, if it occurs, is too small for us to

notice. Now let’s take a low-involvement product category-hair spray — and examine its
history of brand image advertising.
The first brands of hair spray originally fought for market share on the basis of the attribute
of ‘hair holding’. That is, each brand claimed to hold hair. To the extent that they all
claimed the same thing, they were what we call ‘me-too’ brands.
To break out of this, one brand began to claim that it ‘holds hair longer’. Just as Volvo
claimed that it was safer, and thereby moved Volvo up higher up the perceived safety scale,
so this brand of hair spray made people aware that some brands of hair spray might hold
hair longer than others. It then attempted to shift perception of itself on this attribute and
marginally increase the mental rating consumers would give it on ‘length of hold’.
The next brand of hair spray to enter the market, instead of tackling that brand head-on,
cleverly avoided doing battle on ‘length of hold’. The new brand claimed that it was ‘long
holding’, but also that it ‘brushes out easier’ — a dual benefit. In doing so it successfully
capitalized on the fact that hair sprays that hold longer are harder to brush out (or were until
then). Many years later, came the attribute of ‘flexible hold’.
These examples of image advertising for hair spray and cars illustrate how one effect of
advertising is to alter our perceptions of a brand. Advertising can marginally change our
image of a brand by leading us to associate it with a particular attribute (like ‘longer
holding’ or ‘brushes out easily’), and to associate the brands in our minds with that attribute
more than we associate it with any other competitive brand.
Gauging the effects image advertising has on us is made even more complex because these
effects may not operate directly on the image of the brand itself. Image advertising may
produce small, incremental differences in the image of a brand, as in the case of Volvo —
but sometimes it is aimed at changing not so much the image of the brand itself but who we
see in our mind’s eye as the typical user of that brand.
User image:
In advertising for Levi’s, Revlon, Coca-Cola, Calvin Klein, Dior or Gap, the focus is often
on people who use the brand. What changes is not so much our perception, or image, of the

product as our perception of the user-stereotype — the kind of person who typically uses
the brand, or the situation in which the brand is typically used.
When these brands are advertised, the focus is very much on image but often with this
important, subtle difference. The advertising aims to change not how we see the brand
itself-the brand image-but how we see:
 The stereotypical user of the brand -the user image;
 The stereotypical situation in which the brand is used.
If the user image of a brand resembles us, or the type of person we aspire to be, what
happens when we come to buy that product category? The user image acts as a feather on
one side of the beam balance. If everything else is equal it can tip the scale (but note, only if
everything else is about equal).
User, or situational, image changes usually fall short of the kinds of rational, heavyweight
reasons that make perfect sense of any choice. But they can nevertheless tilt the balance in
favour of one brand. Minor effects such as these constitute much of the impact of
advertising. Yet they are usually much more difficult for us as consumers to analyze
introspectively, and we tend to discount them because they clearly fall well short of
persuasion.
Persuasion is the exception
We have been told so often that the role of advertising is to persuade that we seem to have
come to believe it.
How often do we hear the comment, ‘It wouldn’t make me run out and buy it.’ This is
common in market research when participants are asked to analyze introspectively how
they react to an ad -especially if it is an image ad. It demonstrates the myth of how
advertising is supposed to have its influence.
No-one really believes that any ad will make them run out and buy the advertised product.
Nothing has that kind of persuasive or coercive power. So why do people say, ‘It wouldn’t
make me run out and buy it’? Because they can’t think of any other way the ad could work.
The effect of advertising is not to make us ‘run out and buy’. This is especially true with

low-involvement products and especially true with image advertising. It is beam-balance
stuff.
High involvement
High-involvement buying contrasts with the low-involvement and low-cost purchases.
When people are parting with substantial sums of money to buy a TV, a car or a vacation,
they do not take the decision lightly. These are high-involvement decisions for most
consumers. Before making them, we actively hunt down information, talk with friends and
generally find out all we can about our prospective purchase.
Furthermore, the alternative brands available will usually have many more differences.
They are unlikely to be almost identical, as is the case with many low-involvement
products.
Advertising is one influence in high-involvement buying decisions, but it is
only one among many. Often it is a relatively weak influence, especially in comparison
with other influences like word-of-mouth, previous experience and recommendations by
‘experts’. In the case of high-involvement products, much of advertising’s effect is not so
much on the final decision as on whether a brand gets considered — whether we include it
in the set of alternatives that we are prepared to spend time weighing up. This is one of the
ways that advertising influences our thinking indirectly. For example, there are hundreds of
brands and types of cars, far too many for us to consider individually in the same detail. We
seriously consider only those that make it onto our short list. But what determines which
cars make it on to our short list? This is where advertising comes into play.

CHAPTER 3
 NEED FOR THE STUDY
 OBJECTIVES OF THE STUDY
 SCOPE OF THE STUDY
 DATA SOURCES
 RESEARCH METHODOLOGY
 LIMITATIONS OF THE STUDY

NEED FOR THE STUDY:
The current study intends to measure the impact of Tomo advertisements on
consumer adopting the Tomo app. In this context there is a need to understand how far the
awareness created by these advertisements help company to increase its sales.
OBJECTIVE OF THE STUDY:
1. To find out the awareness levels of recent Tomo advertisements.
2. To analyze the various features followed by the Tomo app.
3. To find out the most popular advertisement media.
4. To analyze the impact of advertisement giving in Tomo application.
SCOPE OF THE STUDY:
The present study helps to analyse the competition exist in the market regarding ads.
The scope of the study also covers the key factors which influences the customer to take
decisions for purchasing. The study is focused mainly on to know the share of preference
among the categories of Tomo users towards the Tomo app. The task of the study is to
identify the factors motivating the customers to advertise with the Tomo app. Data have been
collected from customer by a personal interview.
The scope of the current study is limited to Tomo consumers, who are residents
of the Bangalore.

RESEARCH METHODOLOGY:
Data collection:
For the purpose of this study, data has been collected through two sources among
that
 Primary Source
 Secondary Source
PRIMARY SOURCE:
For the primary source data is collected through structured questionnaire.
SECONDARY SOURCE:
For the secondary source, I collected data information from the company
websites, company broachers and articles about the company.
Data approaches: To collect the data, survey method is adopted
 Research Design : Descriptive research methodology
 Research Approach : Survey approach
 Research instrument : Questionnaire
 Contact method : personnel interview
 Statistical tool : chi - square test
SAMPLING PLAN:
 Sample size : Sample size consists of 112 consumers.
 Sampling unit : The sampling unit includes all the consumers of Tomo
app.
 Sampling method : Convenience sampling

DATA ANALYSIS TOOLS:
Data analysis was conducted on the collected primary data by using
Statistical techniques and data is presented with the help of bar graphs and tables.
Percentage Analysis:
By percentage method we mean the number of respondents divided by
total sample size and then multiplied by 100. Percentage is used in making comparison
between two (or) more series of data.
No. of respondents
Percentage = -------------------------------- * 100
Total sample size

LIMITATIONS OF THE STUDY:
The study is restricted in scope of owing to the following limitations:
 Due to constraint of time, only city of Bangalore is selected and so it cannot claim
to be a comprehensive study of the population.
 The sample size is restricted to 112 respondents due to lack of time.
 The time duration of 45 days is not enough to study the whole concept.
 The study is relevant to past and present situation but not for future.

CHAPTER 4
DATA ANALYSIS
&
INTERPRETATION

1. Analysis of Gender
INTERPRETATION:
The above table shows 68% of the people are males and 32% of
the people are females. So the company focus on female customers also.
68
32
GENDER
MALE
FEMLE
GENDER NUMBER PERCENTAGE
M ale 76 68%
Female 36 32%

2. Analysis of Age
INTERPRETATION:
From the above pie diagram we observethat below 20 years age
customers are 14%, 20-30 years age customers are 22%, 30-40 age customers
are 29%, 40-50 age customers are 23% and above 50 age are 12%. So
company increases 20-30 age group customers.
14%
22%
29%
23%
12%
PERCENTAGES
<20
20-30
30-40
40-50
50>
AGE NUMBERS PERCENTAGE
<20 16 14%
20-30 24 22%
30-40 32 29%
40-50 26 23%
50> 14 12%

3. Awareness of Tomo mobile app
INTERPRETATION:
The above table shows that 76% of the people are known about the
Tomo mobile app and 24% of the people said no.
76%
24%
Yes
No
Yes No
76% 24%

4. Usage of Tomo mobile app in duration.
INTERPRETATION:
The above table shows that the 15% of the customers are using
Tomo mobile app in less than 6 months, 40% are used in 6-12 months, 30%
are used in 1-2 years, 10% are used in 2-3 years and 5% of the people are used
in more than 3 years. So the company should increases the permanent
customers.
15%
40%
30%
10%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
<6 months 6-12 months 1 -2 years 2-3 years >3 years
TIME PERCENTAGES
<6 months 15%
6-12 months 40%
1 -2 years 30%
2-3 years 10%
>3 years 5%

5. Regular visitors of Tomo app
INTERPRETATION:
The above table shows that 5% of the customers are visited very
rarely, 10% are visited rarely, 55% are visited regularly, 20% are visited
frequently and 10% are visited very frequently. So the company should
increase the regular visitors.
5%
10%
55%
20%
10%
0%
10%
20%
30%
40%
50%
60%
Very rarely Rarely Regularly Frequently Very
frequently
PERCENTAGES
TYPE PERCENTAGES
Very rarely 5%
Rarely 10%
Regularly 55%
Frequently 20%
Very frequently 10%

6. Awareness of Tomo app in society
INFERENCE:
33% of the respondents are aware through the friend/relatives and
37.5% respondents are aware through the print media.
38
22
9
15
28
0
5
10
15
20
25
30
35
40
Print media Friends/Relatives Internet Campaign Posters
MEDIA
TYPE MEDIA PERCENTAGE
Print media 38 33.93%
Friends/Relatives 22 20%
Internet 9 8.04%
Campaign 15 13.39%
Posters 28 25.00%

7. Regularly used preferences in Tomo app
INFERENCE:
The above table shows that 32% of the respondents are regularly used
Mobiles N Electronics, 20% are premium luxury brands, 19% are Shopping N
Sales, 16% are Household and 12% are other preferences used by the
customers.
19
36
21
22
14
RESPONDENTS
Household
Mobiles N Electronics
Shopping N Sale
Premium luxury brands
Others(mention)
PREFERENCE TYPE RESPONDENTS PERCENTAGE
Household 19 16.96
Mobiles N Electronics 36 32.14
Shopping N Sale 21 18.75
Premium luxury brands 22 19.64
Others(mention) 14 12.5

8.Customers satisfaction towards categories of Tomo app
TYPE RESPONDENTS PERCENTAGES
Highly Satisfied 14 12.5
Satisfied 37 33.0
Moderately Satisfied 13 11.6
Dissatisfied 41 36.6
Highly Dissatisfied 7 6.25
INFERENCE:
The above table shows that 43% of the respondents are not satisfied
with the categories of Tomo app and remaining are satisfied with the
categories of Tomo app.
0
10
20
30
40
50
14
37
13
41
7
RESPONDENTS

9. Ascertain the advertisement media
TYPE OF MEDIA RESPONDENTS PERCENTAGES
In-store 23 20.53
Street 51 45.53
Coffee-cup 16 14.28
Press 7 6.25
INFERENCE:
In the above table shows that 46% of the respondents are aware
through Street advertising, 21% are through In-store, 14% are through Coffee-
cup, 14% are through other media and remaining are through press media.
0
10
20
30
40
50
60
23
51
16
7
15
RESPONDENTS
RESPONDENTS

10. Tomo app advertisement in Newspapers
NEWSPAPER TYPE RESPONDENTS PECENTAGE
The Hindu 40 35.71
Deccan Chronicle 23 20.53
Times of India 26 23.21
Indian express 11 9.82
INFERENCE:
In the above table shows that 36% of the respondents are seen in The
Hindu newspaper, 23% are in Times of India, 21% are in Deccan chronicle
and remaining are through Indian express and other newspaper.
0
5
10
15
20
25
30
35
40
40
23
26
11 12

11. Customer preferences Tomo app to others
INFERENCE:
In the above table shows that 67% of the respondents are prefer Tomo
app to others and remaining are not prefer to others.
67
33
RESPONDENTS
Yes
No
TYPE RESPONDENTS PECENTAGE
Yes 75 67
No 37 33

12. Functioning of Tomo app
INFERENCE:
In the above table shows that 76% of the respondents are happy with
the functioning of Tomo app and remaining are not happy with the functioning
of Tomo app.
76%
24%
Yes
No
Yes 85 76%
No 27 24%

13. Customer satisfaction towards price rates in Tomo app
TYPE RESPONDENTS PERCENTAGE
Satisfied 27 24.10
INFERENCE:
In the above table shows that 55% of the respondents are satisfied with
the price rates in Tomo app and remaining are not satisfied with the price rates
in Tomo app.
0
10
20
30
40
50
12
27
22
43
6
RESPONDENTS
RESPONDENTS

14. Customer satisfactiontowards Tomo app is helpful to increase sales.
INFERENCE:
Most of the respondents are agree with the Tomo app is helpful to
increase the customer sales and a few are not agree with these statement.
0
10
20
30
40
50
60
Strongly
Agree
Agree Moderately
Agree
Disagree Strongly
Disagree
21
56
20
10
5
Strongly Agree 21 18.75
Agree 56 50
Moderately Agree 20 17.85
Disagree 10 8.92
Strongly Disagree 5 4.46

15. Percentage of sales increase by giving ad in Tomo app
SALES RESPONDENTS PERCENTAGE
<10% 31 27.67
10%-20% 46 41.07
20%-40% 20 17.85
40%-50% 11 9.82
Other(mention) 4 3.57
INFERENCE:
In the above table shows that 28% of the respondentsales are
increased by below 10%, 41% are increased by 10%-20%, 18% are increased
by 20%-40%, 10% are increased by 40%-50% and remaining are increased by
above 50% of sales.
0
5
10
15
20
25
30
35
40
45
50
31
46
20
11
4

16. Satisfaction levels towards the increase of sales
INFERENCE:
In the above table shows that 70% of the respondents are satisfied
with the increase of sales and remaining are not satisfied with the increase of
sales.
17
31
22
37
5
0
5
10
15
20
25
30
35
40
Highly
Satisfied
Satisfied Moderately
Satisfied
Dissatisfied Highly
Dissatisfied
Satisfied 31 27.67

17. Overall satisfaction towards the product
INFERENCE:
In the above table shows that most of the respondents are satisfied with
the Tomo app and a few of them are not satisfied with the Tomo app.
0
10
20
30
40
50
60
Highly
Satisfied
Satisfied Moderately
Satisfied
Dissatisfied Highly
Dissatisfied
21
54
15 12 10
Satisfied 54 48.2

CHI-SQUARE TEST
To calculate the chi-square we use the formula
K
χ ²= Σ[{(Oi-Ei)2
}/Ei]
i =1
Where
χ2
= chi-square.
Oi = observedfrequency in ith
category.
Ei = expectedfrequency in ith
category.
K = Number of categories.

Table: IMPACT OF SALES Vs ADVERTISING MEDIA.
Impact of sales/
Advertising
media
Influenced Not influenced TOTAL
In-store 27 85 112
Street 54 58 112
Coffee-cup 20 92 112
Press 11 101 112
TOTAL 112 336 448
NULL HYPOTHESIS:
H0: Impact of sales in Tomo app is independent of advertising media.
H1: Impact of sales in Tomo app is dependent of advertising media.

Observed
Frequencies
(O)
Expected
Frequencies (E)
(O-E) (O-E)² (O-E)²/E
27 28 -1 1 0.03
54 28 26 676 24.14
20 28 -8 64 2.28
11 28 -17 289 10.32
85 84 1 1 0.01
58 84 -26 676 8.04
92 84 8 64 0.76
101 84 17 289 3.44
49.02
Degree of freedom = (r-1) (c-1)
= (4-1) (2-1)
= 3
INFERENCE:
χ2 =∑ ((O-E)²)/E= 49.02
At 5% level of significance and 3 degrees of freedom, χ2 critical = 7.81
χ 2 calculated (49.02 ) > χ 2 critical (7.81)
Null hypothesis is rejected.
Hence, Impact of sales in Tomo app is dependent of advertising media.

CHAPTER 5
 PROJECT FINDINGS
 SUGGESTIONS
 CONCLUSION
 ANNEXURE (QUESTIONNAIRE)
 BIBLIOGRAPHY

FINDINGS
 38% of the respondents are aware through the print media and 28%
respondents are aware through the posters.
 43% of the respondents are not satisfied with the categories of the Tomo app
and remaining are satisfied with the categories of Tomo app.
 46% of the respondents are aware of Tomo app through the Street advertising,
21% are from In-store advertising, 14% are from Coffee-cup advertising and
remaining are from Press advertising.
 41% of the respondents sales are increased by 10%-20%, 28% are from below
10%, 18% are from 20%-40%, 10% are from 40%-50 and 4% are from others.
The most of the customers are not satisfied with the increase of sales.

SUGGESTIONS
 The company should create awareness through the Friends/relatives, internet,
campaign and other media to increase the customers.
 The people are not satisfied with categories of Tomo app so the company
introduce new technology to develop new categories.
 The company might be used various advertising strategies to improve the
awareness levels of Tomo app in the Bangalore city.
 Impact of sales in Tomo app is dependent of advertising so the company
should use innovative thoughts in advertising to improve the sales of
customers and should reduce the price rates.

CONCLUSION
 This study has been conducted to measure the consumer awareness and impact of
advertisement on consumer buying decision. This study also tried to understand the role and
importance of various media channels.
 Consumers participated in the study are of the opinion that the message sent through Tomo
advertisements are understandable and genuine. They also expressed their satisfaction with
regard to the information provided through ads.
 Majority of the participants in the study said that they read Tomo ad in Street advertising.
 The Tomo app provides the sufficient categories like Household Mobile N
Electronics and etc.. to the customers to satisfy their needs. The company should be
used innovative advertising strategies to improve the sales.

QUESTIONNAIRE
NAME :
GENDER : Male ( ) Female ( )
AGE : a) <20 years b) 20-30 years c) 30-40 years d) 40-50 years
e)>50 years
MARITAL STATUS : Married ( ) Unmarried ( )
1. Do you know about Tomo mobile app?
1) Yes 2) No
2. If yes, How long have you been used the Tomo app?
1) Less than 6 months 2) 6 to 12 months 3) 1-2 years 4) 2-3 years
5) More than 3 Years
3. Are you a regular visitor to the Tomo app?
1) Very rarely 2) Rarely 3) Regularly 4) Frequently 5) Very frequently
4. Where you see the Tomo app advertisement recently?
1) Print Media 2) Friends/ Relatives 3) Internet 4) Campaign
5) Posters
5. In Tomo app which preference you can use very regularly?
1) Household 2) Mobiles N Electronics 3) Shopping N Sale
4) Premium luxury brands 5) Others( mention)

6. Are you satisfy with the categories of the Tomo app?
1) Highly satisfied 2) Satisfied 3) Moderately satisfied 4) Dissatisfied
5) Highly Dissatisfied
7. In which advertisement media you can see the Tomo app advertisement frequently?
1) In-store 2) Street 3) Coffee-cup 4) Press 5) Others (mention)
8. In which Newspaper do you see the Tomo app Advertisement?
1) The Hindu 2) Deccan Chronicle 3)Times of India
4) Indian Express 5) Others
9. Are you satisfy with the Impression based ads in Tomo app?
1) Highly satisfied 2) Satisfied 3) Dissatisfied 4) Highly Dissatisfied
10. Do you feel happy with the price rates of the advertisement in Tomo app?
1) Highly satisfied 2) Satisfied 3) Dissatisfied 4) Highly Dissatisfied
11. Do you feel Tomo app advertisement is helpful to increase your sales?
1) Strongly Agree 2) Agree 3) Disagree 4) Strongly Disagree
12. How much percentage of sales increase by giving ad in the Tomo app?
1) 10% 2) 10%-20% 3) 30%-40% 4) 50% 5) >50%
13. Are you satisfy with the increase of sales by giving ad in the Tomo app?
1) Highly satisfied 2) Satisfied 3) Moderately Satisfied 4) Dissatisfied
14. Do you prefer Tomo app to others?
1) Yes 2) No

15. Do you feel happy with the functioning of Tomo app?
1) Yes 2) No
16. How do rate overall satisfaction towards the product?
1) Highly satisfied 2) Satisfied 3) Moderately Satisfied 4) Dissatisfied

BIBLIOGRAPHY
TEXT BOOKS
 Philip Kotler (1999), 13th Edition “MARKETING MANAGEMENT” prentice all India
Ltd., New Delhi.
 Rajiv Batra, John Myers and David Aaker : Advertising Management(Prentice Hall)
 Kenneth E Clow & Donald Baack : Integrated Advertising Promotion and Marketing
communications(Prentice Hall).
 Donald R. Cooper, Pamela S. Schindler (2006) 9th Edition, “Business Research
Methods” Tata McGraw Hill Education Private Limited, New Delhi
 S.P.Gupta (1999) 2nd Edition, “STATISTICAL METHODS” Sultan Chand & Company
Limited – New Delhi.
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