ADVERTISING

INTRODUCTION:
Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. A product or service is advertised to create awareness in the minds of potential buyers. Some of the commonly used media for advertising are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings etc. As a result of economic liberalization and the changing social trends advertising industry has shown rapid growth in the last decade. Advertising is one of the aspects of mass communication. Advertising is actually brand-building through effective communication and is essentially a service industry. It helps to create demand, promote marketing system and boost economic growth. Thus advertising forms the basis of marketing. Advertising plays a significant role in today's highly competitive world. A career in advertisement is quite glamorous and at the same time challenging with more and more agencies opening up every day. Whether its brands, companies, personalities or even voluntary or religious organizations, all of them use some form of advertising in order to be able to communicate with the target audience. The salary structure in advertising is quite high and if you have the knack for it one can reach the top. It is an ideal profession for a creative individual who can handle work-pressure.

Today, new areas are emerging within advertising like event management, image management, internet marketing etc. Event management wherein events are marketed, Image management wherein a a particular profile of an individual or an organization is projected.

Advertising is the art of arresting the human intelligence just long enough to get money from it.

The word Advertising has its origin from a Latin word Adventure which means to turn to. The dictionary meaning of the word is to announce publicity or to give public concerned to a specific thing which has been announced by the advertiser publicity in order to inform and influence them with the ideas which the advertisement carries. In business world the terms in mainly used with reference to selling the product of the concern Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries 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. 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. Advertising may be placed by an advertising agency on behalf of a company or other organization. Non-commercial advertisers that 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. In 2007, spending on advertising was estimated at more than $150 billion in the United States and $385 billion worldwide. The advertising, as Jones defines it is "a sort of machine made mass production method of selling which supplements the voice and personality of the individual salesman, such as manufacturing the machine supplements the hands of the craftsman." It is thus a process of buying/sponsor/identified media space or time in order to promote a product or an idea. From a careful scrutiny of the above definition, the following points emerge : Advertising is a paid form and hence commercial in nature. This any sponsored communication designed to influence buyer behavior advertising. Advertising is non-personal. Unlike personal selling, advertising is done in a non-personal manner through intermediaries or media whatever the form of advertisement (Spoken, written or visual). It is directed at a mass audience and not directed at the individual as in personal selling.

Advertising promotes idea, goods and services. Although most advertising is designed to help sell goods, it is being used increasingly to further public interest goals. Advertising is identifiable with its sponsoring authority and advertiser. It discloses or identifies the source of opinions and ideas. Advertising thus is : 1. Impersonal 2. A communication of ideas. 3. Aimed at mass audience4. By a paying sponsor.

Types of advertising

Buses and other vehicles are popular mediums for advertisers. 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 popup, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo jets"), inflight 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. Television Main articles: Television advertisement and 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. Virtual product placement is also possible.

Infomercials Radio advertising Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcasted 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. 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. 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. 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 Big advertisements from smaller companies Others

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.

Covert advertising

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.

Electronic media Advertisers use two types of media to reach target consumers over the airwaves; radi (A) Radio : Advertisers using the medium of radio may also be classified as National or Local advertisers. The radio is a prominent vehicle of advertising in our country and accounts for a large sum of the total advertising budget. The radio serves principally local rather than national or large regional markets. Many small advertisers use the radio. So do some large organizations. When T.V. became a factor in the advertising scene, some industry observers felt that radio advertising might become insignificant or even disappear. This has not been so, for radio operators have responded to the challenge by offering programmes that features music etc. which appeal to local audience consumers have responded very favourably to this approach. Moreover TV does not have much coverage in our country. (B) Television : Late in India, a growing class of advertising media has been the TV. In our country, commercial advertising on TV is severely limited because broadcast timings are only in the evenings. The TV is a unique combination timing of sight and sound and achieves a deeper impact than the other media do. This is particularly advantageous for advertisers whose product require demonstration. TV advertising offers advantage of impact, mass coverage,

repetition, flexibility and prestigious. In our country not everyone has a TV set; therefore it does not reach everyone. Moreover, in rural India where 76.31% of our population lives. There are hardly any TV sets, except at the community centres where electricity is available. Moreover, TV programmes in our country do not offer much selectivity. The translation is limited, any centers do not have TV towers. TV appeals to both the senses of sound and of sight . As a result is combines the two to produce high-impact commercials. Finally, the fact that product or service is promoted on TV may build a prestigious image of the product and its sponsor. The pleasure derived from watching TV is at least potentially transferable to the advertising message delivered through the medium. (ii) Print Media The print media carry their massages entirely through the visual mode. These media consist of newspapers, magazines and direct mail. A) Newspaper : A sizable share of the total advertising budget is spent on advertising in newspapers. Newspapers in our country virtually reach most of the homes in the cities. Since newspapers are local, marketers can easily use them to reach particular markets. This selectivity is easily rigorous. Some are in the twelve-hour range. From the viewpoint of the advertiser, newspaper offers several advantage, they are local in content and appeal and provide opportunity for direct communication between a product and its local dealers or distributors. Because newspapers supply news, they offer an atmosphere

of factual information and of currency that may be favourable for some advertising situations. Advertisers can reach a very broad audience through newspapers which offer great flexibility. The advertisers may choose the specific area to be covered and the advertisement can be placed in newspapers at very short notice as compared with other media. (B) Magazines : Magazines are also mean of reaching different market, both original and matinal and of general and specific interest. An organization may approach national markets through such publication as Business India, Famina, Sports week, India Today, Business World and Filmfare. Some marketers divide their market on the basis of such variable as age, educational level and interest magazines. Magazines are divided into those parts that serve business, industrial consumers, ladies, sports etc. The diversity of magazines is tremendous. Some offer news or together "General Interest" content to huge audience. Others are highly specialized, technical or even exotic. In general, magazines offer advertiser the opportunity to reach highly selective audience. The primary advantage of magazine advertising are selectivity of market targets; quantity reproduction long life; the prestige associated with some magazines; and the extra service offered by many publications. The quality of magazines reproduction is usually high. Consumers sometime keep individual copies for long period of time; reread them or pass them on to other. Some magazines have prestige value. The marketer can cover national or large regional markets at a low cost per contract (per individual reached). Magazines generally offer high-quality printing of advertisement.

iii) OUTDOOR AND TRANSIT MEDIA (A) Outdoor Advertising : Outdoor advertising involves the use of sign and bill-boards, posters or displays (such as those that appear on a buildings wall) and electric spectacular (large, illuminated, sometime animated sign and display). The marketers may purchase billboards on the basis of showings. A showing indicates the percentage of the total population of a particular geographic area that will be exposed to it during one month period. The highest showing is 100. Here the number of billboards is would attract approximately 50% of the local population about 20 times during a month. Sings are usually smaller than billboards and are erected and maintained by the marketer rather than by the advertising media. This form of advertising has the advantage of communication quick and simply ideas of repetition and of the ability to promote products that are available for sales. Outdoor advertising is particularly effective in metropolitan and other can use this medium to bring the products to the attention of consumers or to remaining them of the product, while they are on shopping trips or area disposed towards shopping. Advertisers may utilize this medium to economically reach a large mass of people or small local markets. (B) Transport Advertising : Transport advertising appears on the inside or outside of taxis, buses, railways and other modes of passenger transportation. Marketers may use transit advertisement to attain high exposure to particular groups consumers

on theory way to and from work and tourists. Repeat exposure is possible for a majority of the people in our country use public transport basis. Transport advertising is useful in reaching consumers at an advantageous point which they are embarking on a shopping trip. This medium is a low cost medium.

Advertising Companies of India

Advertising is a big business in this era in India. Indian Advertising industry has witnessed a prominent globalisation. With the inception of various divisions,the advertising industry has undergone a sea change. Indian consumer's deepening pocket and blooming markets for ad-spends have touched new heights in India. The Indian Advertising Companies are creating stories and brand experiences in a way that engages and involves. The Best Indian sites offers the names of the top Advertising Organizations In India.

Top Advertising Companies Of India:

Ogilvy and Mather: This is one of the leading advertising company in India. This organization believes that devotion to the brand defines the profile of their company. This company has offices across the globe. The objective of the company is to build brands. I t is a subsidiary of WPP Group plc. The headquarter of the company is in New York. J Walter Thompson India: One of the most popular company in the advertising industry is J Walter Thompson India. Their objective is to make advertising a part of the life of the consumers. This is also world's best advertising brand with about 200 offices in 90 countries. This company is the first one to introduce pioneer careers in ad for women,sex-appeal ads and also produced the first ever sponsored -TV program.

Mudra Communication Pvt. Ltd: This is one of the renowned advertising company of India. This advertising organization was founded in the year 1980 at Mumbai. Recently the Ad company declared the addition of public relations,rural marketing,events etc. The head office of the company is in Bombay Area. FCB-Ulka Advertising Ltd: One of the best company in India in the advertising arena is FCB-Ulka Advertising Ltd. In US ,this advertising company ranks third and tenth in the world having about 188 offices in 102 countries. Their aim is to reflect the needs of the brand and not the personality of the brand. It has about 500 professionals and no prima donnas. Rediffusion-DY&R: This Advertising company of India has made a benchmark in the field of creativity. India's 5th largest advertising company is Rediffusion. This advertising agency offers a wide array of integrated pr services for external and internal communications. The primary strength of the company lies in the media relations. McCann-Erickson India Ltd: The prominent name among the best advertising companies of India is McCann-Erickson India Ltd. They define work in relation to the impact that advertising has on the lives of masses. The testimony of the company in which it firmly believes is the campaign of Coca -cola-'Thanda Matlab Coca Cola'.

RK Swamy/BBDO Advertising Ltd: It maintained the record of remaining consistently among the top ten advertising agencies in India. Established in 1973,this advertising reached great heights. This is also India's No.1 research company in the market sector and is fully run by Indians. Brand Equity is an integral part of the company. Grey Worldwide (I) Pvt. Ltd: A significant name in India in the world of advertising agencies is Grey Worldwide (I) Pvt Ltd.The company is primarily based in Mumbai and has offices in Kolkata, Ahmedabad, Bangalore and New Delhi. It is a subsidiary of Grey Worldwide. The company specializes in advertising and marketing services. Leo Burnett India Pvt. Ltd : It has a significant presence in about 96 offices in 10 countries. This advertising agency was awarded the 'Worldwide Agency of the Year' in 2004.They are proficient in explaining how a single image is worth thousand words and can break the barriers of language but not at the cost of the ad's emotional power. Contract Advertising India Ltd: This advertising company of India is one of the leading advertising agencies in India. It is one-to-one customer lifecycle management advertising agency. It was founded in 1992 and is situated in

Mumbai. It offers a wide range of services like online marketing and strategy and many others

CONSUMER BUYING BEHAVIOUR - INTRODUCTION The job of marketer is to meet and satisfy target customers needs and wants but knowing customer" is not a simple task. Understanding the buying behavior of the target market for its company products is the essential task for the marketing dept. The job of the marketers is to think customer and to guide the company into developing offers, which are meaningful and attractive to target customers and creating solutions that deliver satisfaction to the customers, profits to customer and benefits to the stakeholders. Marketers must study the customer taste, preferences, wants, shopping and buying behavior because such study provides the clues for developing the new products, price, product changes, messages and other marketing mix elements.

Understanding the buying behavior of the target market for its company products is the essential task for the marketing dept. The job of the marketers is to think customer and to guide the company into developing offers, which are meaningful and attractive to target customers and creating solutions that deliver satisfaction to the customers, profits to customer and benefits to the stakeholders.

OBJECTIVES OF THE STUDY

Impact of advertising on buyer To study the buyers behavior To know the different type of advertising & media of advertising Role of advertising to increase the sale/motivation level of advertising Check the effectiveness of advertising

RESEARCH METHODOLOGY
Research is a procedure of logical and systematic application of the fundamentals of science to the general and overall questions of a study and scientific technique which provide precise tools, specific procedure and technical rather than philosophical means for getting and ordering the data prior to their logical analysis and manipulation. Different type of research designs is available depending upon the nature of research project, availability of able manpower and circumstances. Methodology 1. Research Design: The research design is the blueprint for the fulfillment of objectives and answering questions. It is a master plan specifying the method and procedures for collecting and analyzing needed information. o Descriptive Research is used in this study as the main aim is to describe characteristics of the phenomenon or a situation. 2. Data Collection Methods: The source of data includes primary and secondary data sources. Primary Sources: Primary data has been collected directly from sample respondents through questionnaire. Secondary Sources: Secondary data has been collected from , Newspapers, Magazines & Internet.

3. Research Instrument: Research instrument used for the primary data collection is Questionnaire. 4. Sample Design: Sample design is definite plan determine before any data is actually obtaining for a sample from a given population. The researcher must decide the way of selecting a sample. Samples can be either probability samples or non-probability samples. Sampling Technique: Convenience Sample Size: 50 Respondents. Area of Study: Ludhiana.

DATA ANALYSIS
Q1. Do you watch Advertisement?

Response Yes No

Respondents 47 3

6%

yes No

94%

Interpretation: In above graph 94% respondents watch the advertising and 6% are not watching advertisements.

Q2 Are you influenced by Advertising?

Response Yes No Respondents 45 5

10% yes No 90%

Interpretation: In this 90% respondents are influenced by the advertising and 10%respondents are not influenced by it because they are not watch ad.

Q3. Rank these media options as per your preferences: option T.V FM Radio Pamphlets Company Brochure Hording boards Rank in % 40 10 20 10 20

40 35 30 25 20 15 10 5 0 Rank in % T.V FM Radio Pamphlets Company Brochure Hording boards

Interpretation: Most of people gave 1st rank to TV because every respondent have TV and 2nd preference is given to hoardings, they gave 3rd

rank to company brochure .4th,5th rank is given to Pamphlets and FM Radio according to their convenience .

Q4.Do you think that an advertisement gives you appropriate information regarding products & services?

Response Yes No Some times

No. of respondents 4 2 44

8%

4% yes 8 No some times

88%

Interpretation :The above graph shows 88% respondents agree with that advertising give appropriate information some times 8%say yes it always

provide a appropriate information and 2% think it does not provide such information because some time it provide un complete information.

Q5.What you think the Advertising gives information regarding which of the following? Response Products &Services New product launched Use of product Benefits of product All of above No. of respondents 6 11 2 4 28

12%

Products&servic es New product launched 22% Use of product Benefits of product All of above

56% 4% 8%

Interpretation: 56% respondents say advertising give information all above things but 22% respondents think it give information related to new product

lunched because advertising does when a new product is launched.12%say products &service and 8%say it tell us about benefits of product.4% think it tell us how to use the product. Q6. What do you think about advertising? Response
It is presentation of goods & services Give information of available products &services To motivate people to buy products &services Any other specify

No. of respondents 5 16 27 2

4% 56%

10% 32%

It is Presentation of goods & services Give information of available products &services To motivate people to buy products &services Any other specify

Interpretation: The above question answer 56% respondents think that the advertising motivate people to buy product & service because it impact on their mind .32% think it give information of available product &service.10%

respondents view that it is presentation of goods &service and 4%have other option.
Response Yes No Respondents 48 2

Q7. Do the advertising increases the sale?

60 50 40 30 20 10 0 yes No no.of respondents

Interpretations: Out of 50 respondents 48 say advertising increase the sale because it will help to motivate consumer to purchase a particular product .

Q8.Which factor of the advertising influenced you most? Response

Script Brand Ambassador Product Presentation Price If any other

Respondents

1 7 20 16 5 1

25 20 15 10 5 0
c ba r ip ss t a do P r ro P d re s e uc nt t at io n P If r an ice y ot h er S

Respondents

ra n

Interpretation:40% respondents are most influenced by product factor because product is new and they try to it , 32% are affected by presentation its way of presentation is very effective 14%are influenced brand ambassador some time they follow them because they have a fans of brand ambassador. Q9. What do you see in an advertisement? Response
Brand Ambassador Product quality Communication Tone Price Other

Respondents

11 26 6 1 6 0

30 25 20

Brand Ambassador Product quality Communication

15 Tone 10 5 0 no.of respondents Price Other

Intrepretation:52% respondents see in advertising that is product quality 22%see brand ambassador, 12%see what is communicate in ad or message of ad and 12%are look the price.

Q10. Do advertising motivate you to buy products or services?

Response Yes No

Respondents 36 14

28%

yes No

72%

Interpretation: The above graph indicates that 72% respondents are motivated by advertising and they buy the products & services, 28% respondents are not motivated for buying products &service.

Q11. How advertisements help in your purchase decision?

Response
Re-purchase the product Easy to compare with other, your X product Motivate to choose new brand, style. technology Give other alternatives

Respondents

4 13 20 13

no.of respondents

Re-purchase the product

26%

8% 26%

Easy to compare with other, your X product Motivate to choose new brand, style. technology Give other alternatives

40%

Interpretation:40% respondents say that advertising motivate to choose new brand ,style ,technology ,innovative product .26%respondents answer that it helps to compare with other your X product and 26% gave other alternatives .8% respondents say it help us for repurchase the product.

Q12. According to you, what is the main message of add?

Respondents Response 28 Influence people to try new product 7 Brand awareness Availability of product in our brand 2

Key attributes of brand Other

10 3

Interpretation: According to above graph 56%respondents say that the main message of ad is to influence people to try new product , 20%answer is it tell us about key attributes of brand,14%respondents say that main message of ad is brand awareness and 4% answer is availability of product in our brand and 6% say others.

FINDINGS

After going through the entire project and the collected data, I found that:

94% respondents are watching the advertising. 90% respondents influence by advertising.

Most of the respondents rank 1st to TV the best media of advertisement.

88%respondents think that the advertisement gives appropriate information some times.

Majority of respondents are of the view that advertisement gives information regarding these entire think like products &service, new product launched, use of product, benefits of product.

54%respondents think advertising motivate people to buy products &services and 32%views that advertising give information of available products &services.

96%respondents agree with that the advertising increase sale.

Majority of respondents sees in the advertisement that is product quality and other say brand ambassador.

Most of respondents response that the factor of advertising they influence most is product.

56% respondents say the main message of advertising is to influence people to try a new product.

Recommendations & Suggestions

Media should be selected according to the choice of customers & must influence them.

To give more attention in making the advertisement to make it effective for the sale Price should be decreased so as to attract the consumers to use product more. To give attention on the weak media of advertisement so that the consumers comes to know about the product

Advertisement

should

not

be

too

expensive,

because

the

advertisement leads and increase the price of the product

It should be attractive one so that people are attracted toward the advertisements & must buy the product. Also it will help them for the recognition & recall.

LIMITATIONS
The project relied mainly on the primary data.

Consumer gives very unclear picture.

We have a limited time. The study is based on limited sample. It begin my first attempt to undertake such a study, thus the inexperience is also a obstacle to accomplish the project in a proper way. It was also difficult to get proper information from the people because they were indulging in some other activities

QUESTIONNAIRE
Q1. Do you watch Advertisement? Yes No

Q2. Are you influenced by Advertising? Yes No

Q3. Rank these media options as per your preferences:

Option T.V FM Radio Pamphlets Company Brochure Hording boards Rank

Q4. Do you think that an advertisement gives you appropriate information regarding products & services? Yes No Some time any

If yes, give example________________________________________________

Q5. What you think the Advertising gives information regarding which of the following? (1) (2) (3) (4) (5) Products & Services New product launched Use of product Benefits of product All of above

Q6. What do you think about advertising? (1) It is presentation of goods &services

(2) Give information of available products & services (3) To motivate people to buy products & services (4) Any other specify-______________________________ Q7. Do the advertising increases the sale? Yes No

Q8. Which factor of the advertising influenced you most? (1) Script (2) (4) Product Price

(3) Brand ambassador (5) Presentation

Any other-_____________________________ Q9. What do you see in an advertisement? (1) Brand Ambassador (3) Communication (5) Price (2) Product quality (4) Tone

(6) Offer

Q10. Do advertising motivate you to buy products or services? Yes No

If Yes, how-___________________________________ Q11. How advertisements help in your purchase decision? (1) (2) (3) Re-purchase the product Easy to compare with other, your X-product Motivate to choose new brand style, Technology In innovative product Give other alternatives/substitutes

(4)

Q12. According to you, what is the main message of add? (1) Influence people to try the new product (2)
(3)

Brand awareness Availability of the product in our brand Key attributes of brand Killing the competition Other

(4)
(5)

(6)

BIBLIOGRAPHY

Reference to book
1. Kothari, C.R Research Methodology 2. Gupta, Meenu Advertising & sales Management

3. Sontakki, C N Marketing Management 4. Dr. C.B. Gupta Human Resource Management 5. Robbins, Stephens, Organization Behaviour

Reference to website

www.google.com http://projectshub.com

Wikipedia.com

www.scribd.com

PROJECT REPORT ON

IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR

Submitted To PANJAB UNIVERSITY, CHANDIGARH
In the partial fulfillment of the requirements for the degree of

MASTER OF COMMERCE (M.COM)

SUBMITTED TO: Punjab University Chandigarh

SUBMITTED BY: Navpreet Kaur M.Com -1st year Enrol No.20920 Roll No.8555

UNIVERSITY SCHOOL OF OPEN LEARNING (USOL) PANJAB UNIVERSITY, CHANDIGARH

ACKNOWLEDGEMENT
A project work is a combination of views, ideas, suggestions & contributions of many people. Thus, one of the pleasant part of writing the report is the opportunity to thank those who have contributed towards it fulfillment. There is always a sense of gratitude, which expresses to others for the helpful and needy services they render during all phases of life. I too would like to do it as I really wish to express my gratitude towards all those who have been helpful to me, directly or indirectly in carrying out this project. Many individuals have contributed me to carry out this project. But first of all I would like to thank the supreme power, the almighty god, who has guided me to work on the right path of life, which was impossible without his grace. I would like to take this opportunity to express my indebtedness and gratitude to my advisor MRS. AJEET KAUR for encouraging me during the course of my project report. I would also like to express my deepest gratitude to my friends for their encouraging support and I extend my greatfulness to my esteemed mother for her untiring help, cooperation, selfless love and constant encouragement for the accomplishment of this report. I thank all of them sincerely from the core of heart.

Navpreet Kaur M.Com (1st year)

CERTIFICATE

This is to certify that the Project work on Impact of Advertising

on Consumer Buying Behaviour is based on the views of the students. This

project is submitted by Navpreet Kaur a student of M.Com (1st year) of USOL, (Punjab University, Chandigarh) under the supervision of Mrs. Ajeet Kaur. It is further certified that this is bonafide work. The candidate and matter embedded in this project has not been submitted to any other university earlier for the award of any degree to the best of my knowledge. The data sources have been duly acknowledged.

INDEX

Sr. No.

TOPICS INTRODUCTION OF ADVERTISEMENT TYPES OF ADVERTISING ADVERTISING COMPANIES OF INDIA 7 CONSUMER BUYING BEHAVOIUR OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY DATA ANALYSIS

PAGE NO. 1-3 3-14 15-17 18 19 20-21 22-33

FINDINGS

34-35

RECOMMENDATION & SUGGESTIONS LIMITATIONS

36 37

QUESTIONNAIRE

38-40

BIBLIOGRAPHY

41