DISSERTATION

On

“TRENDS IN MARKETING COMMUNICATION”

By
Kamakshi Pant
A0101909099
MBA Class of 2011

Under the Supervision of

Ms. Vandana Gupta
Senior Lecturer
Department of Marketing

In partial fulfillment of Award of Master of Business

Administration

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2011
 AMITY UNIVERSITY UTTAR PRADESH
AMITY BUSINESS SCHOOL

DECLARATION

I, Kamakshi Pant student of Masters of Business Administration from Amity Business School,
Amity University Uttar Pradesh hereby declare that I have completed dissertation on “Trends in
marketing communication” as part of the course requirement. I further declare that the information
presented in this project is true and original to the best of my knowledge.

Name: Kamakshi Pant

Date: 11-march-2011
Place: Noida
Enroll. No: A0101909099
MBA Class of 2011

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 AMITY UNIVERSITY UTTAR PRADESH

AMITY BUSINESS SCHOOL

CERTIFICATE

I Vandana Gupta, hereby certify that Kamakshi Pant student of Masters of Business

Administration at Amity Business School, Amity University Uttar Pradesh has completed

Dissertation on “Trends in Marketing Communication” under my guidance.

Ms. Vandana Gupta

Senior Lecturer
Department of Marketing & Sales

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 ACKNOWLEGEMENT

I owe a great many thanks to great many people who helped and supported me during writing this
report.

My deepest thanks to Senior lecturer Ms. Vandana Gupta, Amity Business School for her efficient
guidance, helpful contributions and abiding interest without which the completion of my project
would have not been possible. She devoted much of her scant and sparse time to read my
manuscripts and offered valuable suggestions with extreme forbearance. I am greatly obliged to
her.

I am extremely grateful to Prof. Sanjay Srivastava, Additional Director General, Amity Business
School, for providing me adequate facilities to carry out this work.

Further, I would like to add a word of thanks to my family and friends who motivated me to carry
out the research. Without their contribution, it would have been difficult for me to complete the
project.

Last but not least I am highly obliged to all the respondents who cared to give their valuable time
and cooperation in the work.

Student Name & Signature: Kamakshi Pant

Enroll. No: A0101909099
Program: MBA(G)-2011

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 EXECUTIVE SUMMARY

This project is a compilation of the work done for Dissertation on “Trends in marketing
communication”.
The study-based project was completed using secondary data, customer survey conducted using
structured Questionnaire and some research papers.
Various interesting findings based on the response given by customers on the topic are presented in
the project.
The project is based on finding out the current trends in advertising in order to create awareness
about the product among the customers. This study based project is successfully carried out with
the help of secondary data using research papers, articles in newspaper and magazines, reference
books and primary data collected through the response of respondents which comprises Delhi and
Noida Region using structured questionnaire.

According to data collected for the research, the key findings are summed up as:
• Which mode of advertising is mostly used by customers in order to search the information
about the new product.
• On what basis, customers go for purchasing the product, how much advertisement play a
role in this.
• Through the usage of advertising, companies are trying to tap a new segment.
• Advertisements now a day are much more colorful and informative than earlier ones.
• At what extent, the trend of online and mobile marketing for advertising a new product is
accepted by the customers.
• In store promotion for a product is noticeable by the customers or not.
• What message (emotional connect, youth connect) the advertisements are trying to convey
to customers along with the product awareness.

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 CONTENTS

Declaration-------------------------------------------------------------------------------- ii

Certificate----------------------------------------------------------------------------------iii

Acknowledgement------------------------------------------------------------------------iv

Executive summary-----------------------------------------------------------------------v

List of tables-------------------------------------------------------------------------------vii

List of charts-------------------------------------------------------------------------------viii

S.No. Chapter Name Page No.

1 Introduction ---------------------------------------------------------------9

2 Literature Review---------------------------------------------------------16

3 Research Methodology --------------------------------------------------22

4 Data Interpretation & Analysis----------------------------------------24

5 Findings---------------------------------------------------------------------50

6 Conclusions-----------------------------------------------------------------51

7 Suggestions-----------------------------------------------------------------53

8 Limitations-----------------------------------------------------------------54

References------------------------------------------------------------------------------------------55
Annexure-------------------------------------------------------------------------------------------56

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 LIST OF TABLES

S.no Table Page no.

1 Gender wise distribution of respondents 24

2 Age wise distribution of respondents 25

3 Change in men’s grooming habit 32
4 Sample of products in newspapers and magazine 35
5 New advertisements are more informative 37
6 Unrelated ads while respondents surf 38
7 Emails for product advertising 40
8 Ads in social networking sites 41
9 Ads in mobile phone 42
10 Ads in metro, super market trolley and floors 44
11 Print ads are more colorful and large 45
12 Trend of online shopping 47

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 LIST OF CHARTS

S.no Charts Page no.

1 Gender wise age distribution 24
2 Age wise age distribution 25
3 Frequency of ads in magazine 26
4 Frequency of ads in internet 26
5 Frequency of ads in Television 27
6 Frequency of ads in newspaper 27
7 Frequency of in store promotion 28
8 Frequency of ads in mobile phone 28
9 Reasons to buy product 30
10 Change in men grooming habit 32
11 Reasons for change in men grooming habit 32
12 Respondents search product information 34
13 Sample of products in newspaper and magazine 35
14 New ads are more informative 37
15 Unrelated ads while you surfing 38
16 Emails for product advertising 40
17 Ads on social networking sites 41
18 Ads in mobile phone 42
19 Ads in metro, super market trolley and floors 44
20 Print ads are more colorful and large 45
21 Trend of online shopping 47
22 Concept of television Ads 48

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 INTRODUCTION

This survey is important because it evaluates the evolution of trends in advertising using
technology and media. The study will describe the new innovations of advertising and the benefits
technology through an evaluation of current techniques in advertising industry and an assessment
of response of consumers towards these new techniques. This research is also of importance
because it will educate about the current trends in advertising and inform them of where it is
heading.
.
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.
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.
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 ShopTV
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.

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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 Facebook.

More specifically, the Internet and World Wide Web has opened up many opportunities for
advertising. Online advertising seems to be the most apparent advancement in the industry. It has
opened up many different ways of advertising such as web banners, pop-ups and email advertising.
However, online advertising isn’t the only latest form of advertising.
There has also been much advancement with traditional forms of advertising which include
television, radio, print, outdoor media, and other special advertising techniques. In addition,
technology may even play a secondary advancement role regarding software tools to help
companies efficiently track or create advertisements. The key to a successful advertising campaign
is undoubtedly the ability to hit the key audience effectively. Technology has allowed for this to
become a reality. Technology is a primary factor of many of the innovative advertising techniques
and advancements in today's world. The use of technology has allowed advertising to enter every
aspect of the consumers’ lives and to allow the capability to target the key audiences quickly and
efficiently, thus presenting a higher probability of success for a company or campaign

OUTDOOR ADVERTISING
Outdoor advertising includes various types of promotional displays, from highway billboards to
transit posters and arena placement, all geared towards communicating a message to the public.
The message might be to buy a product, take a trip, vote for a politician, or give to a charity. It
might even be a public service announcement. There are various types of technology used in
outdoor advertising. (a) WALK THROUGH SCREENS - It uses ordinary water to generate a dry
foggy layer, upon which the image is projected, hence making it possible to walk through the
image floating in mid-air, without getting wet. This makes the type of advertising very eye catchy.
(b) INTERACTIVE DOORS – The technology is such that it is able to sense body movements.
There are projections on the floor. The moment anyone steps on it, the images change, making the

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entire process very attractive.(c) HOLO SCREEN - It is a holographic rear projection screen for
point of sale applications in retail stores, window displays, airports etc. The images are bright and
clear. The screens are transparent so viewers can look through. These are generally 108´x300´ in
size. (d)OUTDOOR PROJECTIONS - These are simply projections on buildings or other
structures. They are huge and grab attention. Product images, brand messages and full motion
videos are projected, creating impact impression. Cliffs, hillsides and hot air balloons are also used
in this kind of advertising. (e) PERMANENT WATER SIGNS - These are projections made on
water using different lighting technologies. (f) DIGITAL DISPLAYBILLBOARDS - These are
built and placed like traditional billboards, except for the fact that these have a giant LCD display
screen. Ads are displayed for 6-10 seconds at a time and then other ads appear on the same screen.
Hence, such advertising is flexible as different ads can be displayed at different times. It is also
cheap as one simply has to design the ads and put it up for projection.(G) advertising in metros

PRINT MEDIA ADVERTISING

Print media advertising is the name given to that form of advertising which is found in newspapers,
magazines and directories of various types. Given all types of relatively new technology who
would want to go back to the past and rely once more on print media advertising? Well
surprisingly, print media still stands as one of the popular means of advertising despite the
evolution that has taken place. Technology also plays a great part in print media, with such
techniques as picture enhancements being used to create more attractive and catchy ads. Google
Publication Ads enables you to place ads in print publications, allowing your advertising to reach
an audience that's targeted to the demographics and topics you choose. Gravure, offset, letterpress
and digital printing are four more ways of printing technology used for advertising on print media.
These can be used to print posters, pamphlets, newspaper, magazines, labels etc

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RECENT TRENDS
Like most areas of marketing, advertising is changing rapidly. Some argue that change has affected
advertising more than any other marketing function. The latest changes that can be observed in
advertising technology are as follows: (a) Digital Convergence - There is a growing trend for using
computer technologies to deliver media programming and information. It allows one media outlet
to take advantage of the features and benefits offered by other media outlets. For instance, in many
areas around the world television p rogramming is now delivered digitally via cable, telephone or
satellite hookup. This delivery method uses the same principles of information delivery that is used
to allow someone to connect the Internet.
(a) In-Tunnel Advertising -This consists of a series of backlit poster images which creates an
illusion of a motion picture advertisement. So whenever one is traveling and such advertisements
appear on the walls beside, it appears as if the images are moving along with the cars.
(b) Emotional Advertising- Certain advertisers use an emotional touch for their ad campaigns to
create a niche for themselves. Campaigns for insurance, beauty products, retirement solutions are a
few such products or services using emotional advertising. For example: Surf’s Daag Accha Hai´
campaign has a mother trying to keep all the clothes white but the child, despite trying to keep his
clothes clean, dirties them.

(c) Youth Connect- Certain advertising campaigns try to connect with the youth by giving them a
sense of superiority and ego boost with the advertisements. For example, Ford Ikon with the
tagline .The Josh Machine´ gives a sense of speed and power. Similarly Bajaj Pulsar was given the
tagline Definitely Male´ to attract the youths.

(d) Emotional Brand Connect - A few products have very unique features which are sufficient for
the consumers to identify with them. For example: Bullets have a recognizable engine sound and
that sound is patented Hence it is unique. Advertisers use this uniqueness to connect with
consumers. The Bullet Electra ad where a train is shown the red signal so as to give way to the
bike to pass plays with the emotional brand connects. Everybody makes way for the new Bullet
Electra is the tagline.

(e) Celebrity endorsement- shilpa shetty for pantene and shahrukh khan for fair & handsome

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(f)Online Advertising - The internet has become very popular and has encompassed our lives.
Advertisers use this fact to take the advantage. They put up ads on web pages and nowadays
whenever one opens a web page, it is cluttered with advertisements. Online advertising is done by
keeping two factors in consideration
a) Users
b) Demographic information and online behavior.
This is studied by understanding the user’s gender, age, location, income bracket, browsing history
etc. With the changing trends, the online preferences of users go through varying degrees of
change. Companies these days provide ads through internet in various forms like pop up ads
which opens up while we go to a particular website or background ads, Background Advertising,
often referred to as Background Skins or Wallpaper Advertising is a very effective tool for
branding campaigns when gaining user attention and engagement is paramount. Delivered across
multiple sites concurrently, Background Advertising provides a wide reaching media buy with
similar metrics to those of a TV media buy. Apart from simple static backgrounds, we can develop
Background Skins which feature Flash elements including video. This is great for running
promotions like Movie Trailers, TV Shows (such as cooking shows) or new product launches. The
ideas for background advertising campaigns are endless.

Sequential advertising is a series of messaging which on occasions rely on the audience

consideration or engagement with the previous advertisements. Basically each view, engagement

13
or click with sequential messaging informs the next message sent to the consumer creating a
deeper, unique, and compelling dialogue.

Interstitial Advertising is when a splash page is displayed before an expected content page. The
interstitial is typically displayed for about 10 or 15 seconds before taking the viewer to the desired
content page. On the destination page, Roadblock Advertising can be used to reinforce the brand
message.
Interstitial ads can either be static, rich media or video advertising ads. Commonly used creative
sizes are 800×600, 600×400 or 720×300, however given we have 100% of the page real estate we
are flexible with ad sizes. Key to interstitial advertising success should be to keep the creative
concise, captivating and straight to the point as well as making sure that the ad loads fast.

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(g) Screen-Based Media - Children today spend most of the free time in front of television and the
computer. Therefore more and more advertisements fill the television space and web pages.
Television programs now have more advertisements than in the program slot.
(h) Social Networking Sites - It has become very apparent today those social networking sites are
increasingly being noticed and are now gaining a lot of traction as to their overall popularity. The
idea is to look for new opportunities in what's known as user-generated content. Apparently the
possibilities are huge, but the risks are quite evident and worrying. Social networking websites
appear to be a very promising place to give advertisements. Teenagers and even young adults are
there.

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 LITERATURE REVIEW

Bonello, Deborah (2006)

This article talks about the media boom in India, home to more than a billion people and 18 official
languages, is enjoying a media boom. The TV and newspaper industries in the country are growing
at a rate of 20 per cent a year, according to Ernst & Young a growth it expects will continue for the
next three to five years.
Newspapers in India boast the kind of reach the UK's can only dream about. Print rose from 216
million to 222 million readers, according to the Indian National Readership Survey. A surge driven
mainly by daily newspapers, which added a overwhelming 12.6 million readers over 12 months to
grow to more than 203 million last year.
Chander Rai, the international chief executive of India Today, says: The rise in the middle class
has brought with it changing lifestyles and a hunger for a better way of life. This has increased
leisure activities and fuelled the growth of traditional media and the ad market is growing i.e about
12 per cent a year. According to the media agency Lodestar Universal (from $2.7 billion to $3
billion last year). Of that, 75 per cent comes from ad spend.
Increasing literacy rates are a driving force for the growth in newspaper readers, and the increase I
in choice is largely due to foreign investment. There are 230 dailies in the country. The Indian
National Readership Survey 2006 covers 535 titles, of which 230 are dailies and 305 are
magazines. The Times of India (Bennett, Coleman & Co) is the most-read English daily, with 7.4
million readers. The Hindu (The Hindu Group) occupies the number-two spot with 4.05 million
readers, pushing Hindustan Times (HT Media) into third spot with an estimated readership of 3.85
million. There is also a plethora of Hindi and other-language newspapers catering to the 16 other
languages in the country. The highest numbers of newspapers were published in Hindi (3,265),
followed by English (873), Bengali (492), Gujarati (477), Urdu (403) and Marathi (329). Dainik
Jagran is the largest-selling Hindi-language daily. There are 30 different editions of the paper. It
has a circulation of around 2.4 million copies per day, and is read by more than 21.2 million
readers.

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Digital signage changing advertising world(2009)
Digital signage is a new and experimental way to reach masses when they are outside their home.
Mainly, this type of advertising method like colorful banners, videos existing with or without
audio and simple messages that are also displayed on electronic screens that display
advertisements at different times for all types of the audiences.
Many companies these days are now trying to develop digital signage software to the change the
world of advertising in length. The goal is make a software to promote cutting edge to attract the
large number of the audience, regardless of products or information which a company trying to do.
The signage is a revolutionary technique in the advertisements, which will one day surely take over
from the traditional ways; it is easily available at reasonable cost.

Srividya Raghavan(2005)
With the fragmentation of media and non-traditional forms of marketing gaining prominence,
marketers have turned more conspicuously to the ‘princess of media—word-of-mouth’. This article
traces the proliferation, its ‘creative’ practice that generated prolific debates in the areas of
measurement of word-of-mouth marketing and the ethical issues involved. Histories have been
made, civilizations have been created and cultures have survived via the one of the biggest media
that is Word-of-Mouth (WOM). Extending it to marketing, the underlying assumption in all
marketing activities is positive word-of-mouth.
Follow these instances: Steve Heyer (COO, Coca-Cola in February 2004), announced that Coke
would look more to the entertainment business for the enduring connections needed to build
profitable brands instead of turning ‘reflexively’ to TV advertising. In 2005, Jim Stengel, (global
head of marketing at P&G), called for ‘life beyond’ the 30-second ad and a permission-based
approach. He almost had declared traditional marketing as ‘obsolete’ and ‘broken’. McDonald’s
Global Marketing Chief, Larry Light had also introduced a new approach called ‘brand journalism’
in which there are many stories and not event one is communicating about the brand, thereby
making brand positioning and advertising-centricity era a page in history.

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Devi Prasad Mahapatra(2006)
Animation is a universal language, which can be understood and enjoyed by all age groups. For a
diverse and multilingual country like India, it is a gifted medium of mass communication, which
has the advantage of transcending regional and cultural barriers. For Indian advertisers, language is
a major barrier to promote their products in various parts of India. Particularly, to reach the rural
consumers, they are always hunting for a unique medium, which can overrule this barrier and
reach every nook and corner of the country. Animation shows an illusion of hope to the advertiser
and gives an opportunity to disseminate the message to the targeted diversified consumer. The
jingle or music associate with the animated advertisement makes it catchy and is enough for
anyone to memorize the commercial.
For example, whenever you listen to the jingle “Saamne yeh kaun aaya dil mein hui hulchul, Dekh
ke bas ek hi jhalak, ho gaye hum pagal”, the animated spokes character of 7Up commercial, Fido,
comes in your mind. This animated spokes character has occupied a definite space in the minds of
viewers. Like this, everyday we come across numerous television commercials, where animation is
used in any way to improvise the visual or message of the advertisement. The ultimate intention of
using the animated characters in various promotion campaigns is to sell products. The majority of
characters used in television commercials are humans, animal personifications or product
personifications. In many cases, these characters speak for the product rather than provide visual
demonstration. The techniques that we are using today are more flexible when compared to the
earlier days. Before we proceed, let us shed some light on early animation techniques.

George M. Zinkha &Richard T. Watson(1996)

The communications and advertising industry is effervescent and inventive. In the twentieth
century alone, at least five new forms of communication have been created and (at least partially)
adopted by consumers: broadcast television, cable television, video cassette recorder, and on-line
media for example Internet and other on-line service. At the same time the advertising industry
creates hybrids for example commercials that look like TV shows and TV advertising for
elementary schools. These innovations foment turbulence in society for example layoff for some
employees and future shock for the consumers and also create puzzling ethical conflicts that are
difficult to resolve. Here, the metaphor of creative destruction is introduced to describe the
challenges that the agencies personnel and academic researchers have faced in the mid 1990.

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M.N Tripathi (December, 2005)
India Inc. had been on a roll, ever since the reform process had been flagged off in 1991 by the
then finance minister and now the Prime Minister, Mr. Manmohan Singh. Successive good
monsoons and high agricultural output and the stable industrial relations climate, a more than
comfortable foreign exchange reserve position have all led to a “feel good” factor which was never
felt before. The economy which trundled with a 3-3.5% “Hindu rate of growth” has suddenly
accelerated to the 7-8% of the growth rate. Suddenly, India became a happening country. The
world was awakening to a new Indian renaissance which happened never before. The Goldman
Sach's BRIC report mentions that “India is slated to be the third largest economy, after China and
the US by 2050”. With an upswing on all these macro factors, it is hardly surprising that the
advertising industry would be left behind. The Indian advertising industry which was Rs. 3,500 cr
in 1994, is hovering around Rs.11, 000 cr today. Despite the ups and downs of the business and
the advertising industry had shown the remarkable flexibility in the face of a constantly changing
environment as sign of robustness of the industry which had up till now been always vulnerable to
the cyclical swings of the economy.

B.Spinoza (2009)
The use of fear in cosmetic advertising primarily makes the consumer afraid that they are not as
perfect as they should be for example by making them think they look too old or their nose is too
big. The fear of ageing is making it increasingly acceptable to undergo cosmetic procedures, and in
2007 Botox was administered 2,775,176 times, making it the most popular cosmetic procedure.
This is reflected in the increase of cosmetic surgery advertising, which used to relegate to small
classified style adverts in the last few pages of magazines. However, within for the last year an
advert for Juvéderm, which is a dermal filler applied by an injection to ill wrinkles and gently
replace what the skin has lost over time has appeared regularly in double page spreads in major
magazines such as Marie Claire, highlighting how socially acceptable cosmetic surgery has
become. This advert can be deemed misleading as it uses a feather to conceal the injection that
actually takes place which is uninformative, removing the hard, clinical reality to induce a more
positive reaction about the potential pain. However it is clear why they opted to do this as cosmetic
surgery advertising is in its infancy and so to launch straight in with a picture of a needle and
wrinkled face would perhaps be too bold and discourage the consumer. The advertisements depict
just the head of model and she is low down looking up at the rubbed gloved figure and this
composition warrant further analysis as way advertisements are art directed can hugely influence
the consumer opinion.

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A.Ambekar(2009)
In order for advertising to persuade the consumer to buy products it uses different types of appeals,
Ambekar explains these appeals and their influence upon the consumer. Aspirational cosmetic
advertising typically follows three primary routes: sex appeal, social appeal and masculine
feminine appeal. It is commonly stipulated that sex sells in advertising, The earliest example of
this in cosmetic advertising can be traced back to advert for Woodbury’s facial soap which had the
slogan “a the skin you love to touch”. Here the ‘you’ is ambiguous as it could either mean you‟ as
the female owner of your skin, or you as the husband or another male, and this sexual intrigue was
so successful in boosting sales figures that other brands started employing this technique. ‘Sensual
appeal’ implicitly or explicitly suggests that if you buy the product you will become as sexually
attractive as the model and more attractive. The last of Ambekar’s aspirational appeals is the
“masculine feminine appeal” which is when an advertisement create “the impression of the perfect
person”. The message is that the product will inculcate the perfection or the stated qualities in you.
This technique was harnessed by Revlon for its “Fire and Ice campaign” to create what Dade
claims was “the most successful campaign” in the history of cosmetics advertising.
It is possible to criticize aspirational advertising as a method that provides an unattainable ideal of
beauty with steadily changing goals, however Nivea can be judged as to use aspirational
advertising in a different way to Ambekar’s defined methods. It uses the slogan “the most beautiful
me” to encourage the consumer to aspire to be the most beautiful that they can possibly be. This
implies the brand is concerned with helping each consumer maximize their individual potential
rather than encouraging them to live up to an ideal beauty. Kapferer describes the brand values as
using no over promise, models that can be related to, unpretentious, healthy, natural and suggesting
beauty is a pleasure. In 2007 the brand sales totaled 5,507 million pound, which indicates a shift in
public opinion from traditional aspirational advertising and ideal beauty to achievable beauty that
is ingrained in reality. However this attitude is not shared by every consumer, as the celebrity
endorsement has thrived for years, and is one of the most persuasive and lucrative modes of
aspirational advertising.

Rovion's InPerson Technology: Changing the Face of Online Advertising (2007)

This case is about Rovion Inc, a technology firm based in the US and its proprietary InPerson
technology. In Person technology enabled streaming videos of spokespeople who could pop up
seamlessly on top of the contents of a web page and directly interact with the customer.

20
Unlike other streaming videos, the characters in the In Person ad format were not inside a box. In
the process, this technology has the strength to avoid the clutter of advertisements on internet,
attract the interest of the target audience, and help in generating higher click through rates (CTR).
This technology is almost by more than hundred companies.
The case is about the experiences of some companies such as Microsoft Corporation's use of this
technology for the launch of its Office Live platform. While most of Rovion's customers were
satisfied with the effectiveness of this new online ad format, some analysts were concerned that the
technology could be considered intrusive once the novelty had worn off. But the analysts felt that
Rovion has made a big change in the trend of online advertising literally with his InPerson
technology.

D.Hume(2008)
According to this article using scientific evidence is another example of rational appeal, however it
has come under heavy criticism in recent years from authors such as Singer whose research has
unearthed the progressively duplicitous and unethical methods it uses. The first example of science
in cosmetic advertising occurred in the 1920s when Gerard Lambert used halitosis, a word he
found in a medical dictionary, to sell Listerine. In early cosmetic advertising impossible claims that
would be banned today riddled the market, such as a1939 Innoxa advert that claimed doctors
recommend and that is why her skin will never line or wrinkle.
Singer claims that for decades cosmetics companies have coined their own pharmacological
sounding words, and this specialized cosmetic advertising vocabulary continues to develop rapidly
today, with additions such as skin illuminating, elastin reaffirming complex , ceramide, and pro-
retinol A in the last decade. These terms are introduced to the consumer by stating their alleged
benefits. Singer’s calls this phenomenon skinflation and she believes that the spiraling increase in
beauty marketing that employs science buzzwords whose meaning may be lost on consumers.
Advertisers assume that the use of such language entices the customer, although they may actually
have the opposite effect, as consumers may actually regard these words as nonsense and mock
science. This means that there is a strong argument for the cosmetic industry exploiting science for
financial gain. Products which are predominately advertised using scientific evidence are
antiageing creams, and as this is the fastest growing cosmetic product, accounting for 23% of the
total global skincare market with sales totaling $2.7 billion in 2008 (Lennard, 2009), this figure
suggest scientific evidence is a successful method, even if its validity is questionable

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 RESEARCH METHODOLOGY

RESEARCH DESIGN

The most significant source of information for this study will be individuals that have direct and
long-term experience within the advertising industry and the customer. More specifically, the
survey will be taken by individuals who have experience in the technology-specific aspect of
advertising. The survey will incorporate both qualitative questions to understand the changing
trends in advertising using technology or media.
In addition, documented articles and books will be used for secondary research to document the
trends of the advertising industry with regards to technology and media.

In this project various tools of Exploratory Research are used.

An Exploratory Research is generally conducted to provide the insights on and understanding of
a subject matter. It is qualitative in the nature. The information needed is defined loosely and the
research process is flexible and unstructured. The sample selected is small and non-representative
and analysis of the primary data is qualitative. It is generally followed by further exploratory or
conclusive research.
The procedures generally adopted to conduct a qualitative research are:
• In-Depth Interviews
• Secondary data analysis

In-Depth Interviews
In-depth interviewing is a qualitative research technique that involves intensive interviews with a
small number of respondents to explore their perspectives on a particular idea, program, or a
situation. In-depth interviews are more useful when detailed.
Information about a person’s thoughts and behavior is desired or if one wants to explore new
issues in detail. Interviews are often used to provide context to other data, offering a more
complete picture of what happened in the program and why.
The primary advantage of in-depth interviews is that they provide much more detailed information
than what is available with the help of other data collection methods, such as surveys.
They also provide a more relaxed atmosphere to collect information. Respondents may feel more
comfortable having a conversation with the interviewer about the program as divergent to filling
out the survey. However, there are a few limitations and pitfalls which are

22
 • Can be time-intensive: Interviews can be a time-consuming activity because of the time it
takes to conduct interviews, transcribe them, and analyze the results
• Interviewer must be appropriately trained in interviewing techniques: To provide the most
detailed and rich data from an interviewee, the interviewer must make that person
comfortable and should appear interested in what they are saying and what they feel. They
must also be sure to use effective interview techniques, such as avoiding yes & no and
leading questions, using correct body language, and keeping their personal opinions in
check.
• Cannot be generalized: When in-depth interviews are conducted, generalizations about the
results cannot usually be made because small sample are chosen and random sampling
methods are not used. In-depth interviews however, provide valuable information for
programs, particularly when supplementing other methods of the data collection.

Questionnaire design
The questionnaire consists of predominantly option based question in order to provide some ease
to the respondents. In order to make the questionnaire more effective following points are covered:
• Uniformity in questions and ease of tabulation and analysis.
• Reduce subjectivity
• Easier to receive response
• Less time consuming.
The questions tried to cover all aspects required to analyze each and every aspect of the problem
statement.

Sample plan and Sample techniques

The project was conducted for the geographical region of Delhi and Noida. The sample size is 100
1. Sample is done on the basis of Random Sampling.
2. Primary collection of data is done through questionnaires.

RESEARCH OBJECTIVES
• To study the current trends in marketing communication

23
 DATA ANALYSIS

Gender

TABLE 1: Gender wise distribution of respondents

Q1

Cumulative
Frequency Percent Valid Percent Percent

Valid male 58 58.0 58.0 58.0

female 42 42.0 42.0 100.0

Total 100 100.0 100.0

CHART 1: Gender wise distribution of respondents

24
Age
TABLE 2: Age wise distribution of respondents
Q2

Frequency Percent Valid Percent Cumulative Percent

20-29 78 78.0 78.0 84.0

30-39 10 10.0 10.0 94.0

40-49 3 3.0 3.0 97.0

50-59 3 3.0 3.0 100.0

Total 100 100.0 100.0

CHART 2: Age wise distribution of respondents

INTERPRETATION –

25
The sample size is 100 out of which 58% are male respondents and 42% are female respondents.
Respondents from four different age brackets have been included in order to get their experience in
terms of changing trends in advertising methods in last one decade but maximum number of the
respondents falls under the age bracket of 20-29.

You most frequently find advertisements in ( rate frequency with 1 as the most frequent and 6
as the least frequent.)

CHART 3: frequency of ads in magazine

CHART 4: frequency of ads in internet

26
CHART 5: frequency of ads in televison

CHART 6: frequency of ads in newspaper

27
CHART 7: frequency of instorepromotion

CHART 8: frequency of ads in mobile

28
INTERPRETATION –

According to the respondents, they frequently find advertisements in television, internet and
newspaper in comparison to other media like magazine, mobile ads and in store promotion. In
store promotion is a recent trend in advertising industry which companies are trying to adopt to
increase the impulse buying behavior but since it has not been noticed much by the customers. In
this electronic age, e-commerce has gained a large space in order to create awareness about the
product. Television is the oldest mode of advertising which has maintained its position still in this
field.

29
 When choosing a new product you base your purchase on

CHART 9: Reasons to buy product

11%
er
th

20%
O
l s
a

37%
i
on
m

s
ti

nt
es

82 %
ie
T

ed
e
gr

m
in

37%
a
N
ic
an

nd

k
rg

o
a

17%
r
O

l
B

c t
t
du

e n
o

30 %
pr

e
g/

s
or

s
in

rt
d
eb k ag

51%
ve
en

d
ac

ty

h
ri
P

t
ou

2 8%
el

m
C

e
of

nc
d

69%
de
or

i
W

ev

e
ic
c
ifi

pr

0% 20% 40 % 60 % 80 % 10 0 %
nt
ie
Sc

30
 other s

war r anty 2%

ser vice pr ovided 2%

accessibility of stor es 1%

quality 2%

0% 1% 1% 2% 2% 3%

INTERPRETATION –

According to the responses given by the people it can be concluded that they base their product
purchase more on brand name, price and word of mouth rather than on advertisements. It shows
that to encourage consumers to buy products, advertisements play role to a certain extent.
Advertisements helps more in creating awareness about the products and companies use
advertisements as a communication media to reach to the customers.

31
You have seen a change in men’s grooming habits over the last twenty years, If yes than why

TABLE 3: change in men’s grooming habits

Q5

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 95 95.0 95.0 95.0

No 5 5.0 5.0 100.0

Total 100 100.0 100.0

CHART 10: Change in men’s grooming habits

32
 CHART 11: Reason for change in men grooming habit
if yes

70
60
50
40
30
20
10
0
social influence of male celebrity rising beauty
pressure media role models concern

INTERPRETATION –
According to 95 people out of 100 there has been a change in men’s grooming habit which shows
the extent to which there has been a change in men’s grooming habits in past few years and out of
these 95 people maximum number of people i.e about 67% people believe that it is the new market
created by the advertising industry or the influence of the media or role models presented in the
advertising which arouses the interest or influences men to go for beauty products.

33
You search for the information about new product

CHART 12: Respondents search product information

34
 Q6

90 % 80 %
80 %
70 %
60 %
50 %
40 %
2 6% 2 4%
30 % 22%
18%
20%
10 %
0%
N ewspaper T elevision M agazine O nline R etailer

INTERPRETATION –

Out of 100 people 80 people said that when a new product comes in the market they prefer to go
online to search information about them because companies give their products advertisements
online which help them to gain more detailed knowledge about the products. This shows the extent
to which more and more companies now give their advertisements online so that they can target
people through internet. It shows that companies today along with traditional advertising methods
also use contemporary methods like internet to increase their product visibilty.

Companies are providing sample of products in newspaper (like shampoo sachet attached
with newspaper)

35
 TABLE 4: Sample of products in newspaper
Q7

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 18 18.0 18.0 18.0

Agree 50 50.0 50.0 68.0

Neutral 22 22.0 22.0 90.0

Disagree 9 9.0 9.0 99.0

strongly disagree 1 1.0 1.0 100.0

Total 100 100.0 100.0

CHART 13: Sample of products in newspaper

INTERPRETATION –

36
Among 100 people around 68% people agrees to the fact that companies these day provide their
product’s sample through sources like magazine and newspaper. This shows that companies these
days in order to attract and gain attention of the consumers provide their products sample in
magazines and newspaper which never use to happen few years back. Companies these days in
order to encourage the consumers to use their products are coming up with the concept of
providing product sample through newspaper and magazines.

You find new advertising methods more informative than earlier ones.

TABLE 5: New ads are more informative

37
 Q8

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly agree 33 33.0 33.0 33.0

Agree 50 50.0 50.0 83.0

Neutral 15 15.0 15.0 98.0

Strongly disagree 2 2.0 2.0 100.0

Total 100 100.0 100.0

CHART 14: New ads are more informative

INTERPRETATION –

Out of 100 maximum number respondents said that they find advertisements these days more
informative and elaborate. This shows that companies these days apart from just advertising their
core products tries to tell full information about their offerings which help companies in
differentiating their offering from that of that of their competitors.
You often find unrelated advertisements popping while you surf

TABLE 6: Unrelated ads while you surf

38
 Q9

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly agree 53 53.0 53.0 53.0

Agree 32 32.0 32.0 85.0

Neutral 10 10.0 10.0 95.0

Disagree 4 4.0 4.0 99.0

Strongly disagree 1 1.0 1.0 100.0

Total 100 100.0 100.0

CHART 15: Unrelated ads while you surf

INTERPRETATION –

Out of 100 people around 85% people agreed to the fact the unwanted ads pop out while they surf
or go to a particular website. This shows that companies in order to increase their visibility and
awareness among the consumers has now a days started a new trend of pop up advertising in which
ads pop out suddenly whenever a consumer opens a particular website, these pop-up ad can be
encountered when a visitor first happens upon a website, clicks on relevant links, as well as leaves
the website for a new one. The pop-ups may position themselves anywhere on the screen or be

39
found on the taskbar until the website visitor clicks to exit. This is usually accomplished by
clicking on the “X” found on the right-hand corner of the pop-up.

You frequently receive emails regarding advertisements of various products

40
 TABLE 7: Emails for product advertising
Q10

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly agree 22 22.0 22.0 22.0

Agree 49 49.0 49.0 71.0

Neutral 21 21.0 21.0 92.0

Disagree 8 8.0 8.0 100.0

Total 100 100.0 100.0

CHART 16: Emails for product advertising

INTERPRETATION –

Out of 100 people maximum number of people i.e about 71% people agreed to the fact the
companies these days send offers or advertise their products by sending them mails which shows
that in companies these days with the help of software and technology gain the email id’s of the
prospective consumers and send them offers and information about their products directly in order
to gain their attention.

You often notice advertisements on social networking sites

TABLE 8: Ads on social networking sites

41
 Q11

Cumulative
Frequency Percent Valid Percent Percent

Valid Stronglyagree 2 2.0 2.0 2.0

Agree 13 13.0 13.0 15.0

Neutral 37 37.0 37.0 52.0

Disagree 34 34.0 34.0 86.0

stronglydisagree 14 14.0 14.0 100.0

Total 100 100.0 100.0

CHART 17: Ads on social networking sites

INTERPRETATION –

Maximum number of respondents gave a neutral response on this question or disagrees to the fact
they notice advertising on the social networking sites. This shows that the companies have not use
the platform of social networking sites to a greater extent to display their products. But 15%
respondents still agree that they frequently notice ads on social networking sites which show that
advertising through this platform has started coming into trend.

You frequently get information about product offerings through messages on your cell
phones.

42
 TABLE 9: Ads in mobile phone
Q12

Cumulative
Frequency Percent Valid Percent Percent

Valid stronglyagree 11 11.0 11.0 11.0

Agree 31 31.0 31.0 42.0

Neutral 29 29.0 29.0 71.0

Disagree 24 24.0 24.0 95.0

stronglydisagree 5 5.0 5.0 100.0

Total 100 100.0 100.0

CHART 18: Ads in mobile phone

INTERPRETATION –

Out of 100 maximum numbers of people accepted the fact that companies advertise their products
through mobile which shows the trend of m-commerce. As we know the number of mobile users in

43
India is about 652.42 million subscribers, this shows the advantage taken up by the companies to
reach millions of people in India. It also helps companies to advertise their product through a
medium which is less costly as compared to other means like TV or print.

You frequently notice ads given on metro, supermarket trolleys and floors

TABLE 10: Ads in metro

44
 Q13

Cumulative
Frequency Percent Valid Percent Percent

Valid stronglyagree 4 4.0 4.0 4.0

Agree 15 15.0 15.0 19.0

Neutral 27 27.0 27.0 46.0

Disagree 41 41.0 41.0 87.0

stronglydisagree 13 13.0 13.0 100.0

Total 100 100.0 100.0

CHART 19: Ads in metro

INTERPRETATION –

According to the responses given by the people, they find advertisements on metros or
supermarket trolleys but not that frequent. This shows that companies today in order to increase
their visibility has started targeting areas like metro where footfall is large and chances of their
companies advertisements being noticed are more.

Ads in magazines and newspaper today are more colorful and larger (full page ads) than the
ads decade back.

45
 TABLE 11: Print Ads are more colorful and larger
Q14

Cumulative
Frequency Percent Valid Percent Percent

Valid Stronglyagree 49 49.0 49.0 49.0

Agree 42 42.0 42.0 91.0

Neutral 9 9.0 9.0 100.0

Total 100 100.0 100.0

CHART 20: Print Ads are more colorful and larger

INTERPRETATION –

Out of 100 respondents 91% accepted the fact that ads in newspaper these days in more large and
colorful when compared with those few years back. According to respondents they frequently
come across full page ads in newspaper and magazines in comparison to before and they find it
more bright and colorful. It can be analyzed that companies these days in order to catch the
attention and attract customer try to come up with eye-catching ads. According to respondents,
artwork is playing an increasing role in magazine design and layout

46
• Photos are used as backgrounds
• Photos are computer enhanced and altered
• Type setting – unusual text alignment and sizes create dissonance but engage the reader.
• Use of info graphics as they are easier for user to understand like pie chart and bar chart.
• Use of computer graphics to manipulate and adjust them according to the. layout

You frequently go for online shopping.

TABLE 12: Trend of online shopping

47
 Q15

Cumulative
Frequency Percent Valid Percent Percent

Valid stronglyagree 18 18.0 18.0 18.0

Agree 32 32.0 32.0 50.0

Neutral 26 26.0 26.0 76.0

Disagree 18 18.0 18.0 94.0

stronglydisagree 6 6.0 6.0 100.0

Total 100 100.0 100.0

CHART 21: Trend of online shopping

INTERPRETATION –

Out of 100 people 50% people accepted that they go for online shopping and companies along with
the product information give them the facilities to shop online which saves their time. It can be
concluded that companies are trying to spread their presence everywhere and in order to attract
customer or impulse buying have providing products along with ads and information of their
products.

Do you think that today T.V. ads have the following contents:-

CHART 22: Concept in T.V Ads

48
 Q 16

inter view of consumer

3 6%
exper ience

youth connect 82 %

emotional connect 52 %

0% 20% 40 % 60 % 80 % 10 0%

INTERPRETATION –

According to the responses given by the people it can be concluded that companies in order to
influence and gain the attention of the customer are taking help of social issues. Companies in their
advertisements show youth connect (youngistan concept of pepsi) and emotional ads (bharti axa
life insurance) to connect with the consumers and show their values.

FINDINGS

49
1. 58% are male respondents and 42% are female respondents. Respondents from four
different age brackets have been included.
2. Among all the advertising medias respondents believe that they find ads most frequently on
internet and television and least frequently on their mobile phones.
3. Consumers today are more conscious about natural or organic products rather than price
when they go for online shopping.
4. Companies today in order to increase their market share have started tapping new market
segments like men fairness cream. Maximum number of respondents feels that it’s the
effect of advertising.
5. Companies today has increased their presence online because of which people today search
information about new product online rather than asking their retailer or reading
newspaper.
6. Companies today in order to attract and indulge customers towards their product has started
offering free sample through newspaper and magazines.
7. Maximum number respondents said that they find advertisements these days more
informative and elaborate.
8. Companies today have started a new method of online advertising in which unwanted ads
pop up while an individual is surfing.
9. Maximum number of respondents accepted that they receive emails about various products
and companies.
10. As the trend of using social networking sites has increased companies today advertise
through them. But this trend has just started because many of the respondents were neutral
or did not agree to this fact.
11. Companies these days have started marketing through mobile phones and maximum
number of respondents accepted that they receive offers from various companies on their
mobile phone.
12. Companies today in order to increase their visibility as started targeting areas having large
footfalls like metro and railway stations, shopping mall floors.
13. Advertisement in newspaper and magazine today is more large, bright and attractive as
compared to ads a decade back. Technology has played a major role in bringing this change
in print media.

14. In present scenario more and more companies are present online and the trend of online
shopping has increased.

50
15. Respondents has said that in today’s advertisements they find the concept of youth &
emotional connect.

CONCLUSION

51
According to analysis, some points have been noticed:
1. Now a day, advertisements play an important in increasing the awareness about the
product. Companies are focusing more on visibility of the products through communication
media like newspaper, magazines, internet, mobile phone and many more.

2. Through media, companies are trying to tap the untouched segment where earlier
customers did not pay attention much. Like, in our survey, we notice the change in men’s
grooming habits in past few years because of influence of media.

3. According to survey, internet plays a vital role in advertising field of marketing. As, in this
electronic age, technology has developed so much that every work is to be performed
through online like students get their assignments online, the whole business controls by
using various softwares. So, from childhood to adult, every one knows how to work on
online. This is the positive point for the companies to create the awareness about the
product among millions of customers.

4. It is also being noticed through the survey that most of the people search the information
about new product through online.

5. In this fast moving world, most of the people prefer to do shopping online as it saves the
time and easiest way to shop at home any time which shows that almost every second
company is present online to gain customer attraction and profit.

6. Keeping all these advantages of online marketing in mind, companies are increasing the
visibility of product by placing an advertisement on social networking websites as this
includes the huge mass of different age groups. By creating pop up advertising where ads
pop out while customer opens a particular website. By sending mails about new product
offerings.

7. Mobile phone marketing is another popular trend in advertising as it is the cheapest and
easiest mode of communication through which companies send messages to the people. As,
almost everyone is using mobile phones from lower class to upper class. The biggest
advantage of this mode is that it helps the company to reach to millions of customers easily.

8. But still mobile hone is used lesser by the companies to give advertisements.

52
 9. We have noticed one recent trend in advertisements that is ads on supermarket trolleys,
floors and metro. As, now the trend of supermarket has increased so much, so companies
has started working upon this to target the potential customers.

10. The evergreen mode of advertising is newspaper and magazines. As, it is the oldest method
of communication that companies are using. Some modifications are to be done in this field
through creativity and innovation. Like, now companies are providing interactive ads in
newspaper and magazines like one can feel the cosmetic product through smell while
rubbing his finger on the product. Companies are trying to encourage the customers to try
their products with the concept of providing sample of product with newspaper and
magazines. Companies are trying to cover all the aspects related to the product. So, they
provide much more informative and elaborative ads. Now ads are more colorful and big in
size to attract the attention of the customers through the use of animation and artwork.

11. We have found a recent trend, according to respondents in our survey is that companies are
trying to provide information through that media which connects with youth to create
awareness and impulse buying. The second trend is emotional connect which associates
with value of product with customers feelings.

12. When interviewed many respondents said that they find products and company name in
movies and reality shows like roadies and big boss.

SUGGESTIONS

Depending on the findings of the research, some suggestions are quoted:

53
 1. Advertising industry is using technology like internet which restricts them to reach in rural
areas. So along with technology, they should focus equally on print media like newspaper,
posters.

2. Mobile marketing should be put more in use as in today’s scenario, we can see everyone
having cell phones even “auto drivers” also have it. It’s also an inexpensive mode of
advertising.

3. These days more and more shopping malls and multiplexes are opening therefore
companies should go for more interactive ads and poster, to gain attraction and increase
impulse buying.

4. Ads should be more pictorial rather than full of text full because sometime people loose
interest.

5. Advertisements in public places like bus stands, railway station and metro stations should
be made more frequent.

LIMITATIONS

There were few limitations faced while doing the survey:-

54
1. The survey is conducted only in two regions i.e Delhi and Noida.
2. The sample size is only 100 due to limitation of time.
3. While collecting the data, some of the respondents where not interested in filling the
questionnaire.
4. Some of the respondents who filled the questionnaire do not use internet therefore their
response on the questions were neutral which decrease the chances of accurate analysis of
the question.

REFRENCES

1. Ambekar.A., “Different Types of Advertising Appeals”

55
 http://www.articleswave.com/advertising-articles/types-of-advertising-appeals.html,
(2August 2009)

2. Bonello, Deborah, There’s Life in old media, issue 45, (11 October 2006)

3. Digital signage changing advertising world, http://www.d3d.info/2009/09/02/digital-

signage-changing-advertising-world,(2009)

4. Devi Prasad Mahapatra, “ Advertising: Creating Positive Brand Image”, Advertising

express magazine, December(2006)

5. George M. Zinkha &Richard T. Watson, “Advertising trends: Innovation and the

process of creative destruction, 1996, vol. 37, issue 3, pages 163-171

6. Hume.D, “Evidence Quotes”,

http://www.brainyquote.com/quotes/keywords/evidence.html,(28 august,2009)

7. M.N Tripathi, “The Reincarnation of the Indian Advertising Agency”, Advertising

express magazine, December,(2005)

8. Rovion's InPerson Technology: Changing the Face of Online Advertising, ICMR,

(2007)

9. Spinoza, B, Fear Quotes, http://www.saidwhat.co.uk/topicquote/fear, (2009)

10. Srividya Raghavan ,“ Word-of-Mouth Marketing: The Buzz in the Marketers’ Hive”
(2005)

ANNEXURE
(Questionnaire)

THIS QUESTIONNAIRE IS PART OF A POST-GRADUATE DISSERTATION ON

TRENDS IN ADVERTISING. ANY INFORMATION YOU PROVIDE WILL

56
 REMAIN CONFIDENTIAL. PLEASE COMPLETE THE FOLLOWING
QUESTIONS IN ORDER. LEAVE OUT ANY QUESTION, YOU DO NOT FEEL
COMFORTABLE ANSWERING.

1. Age: (Please tick) 2.Gender: M/F

• 16-19
• 20-29
• 30-39
• 40-49
• 50-59

3.Where do you most frequently encounter cosmetics advertising? (Please rate frequency with 1 as
the most frequent and 6 as the least frequent.
(You may only use each number once.)
• Magazines
• Internet.
• Television
• Newspaper
• In-store promotions
• Mobile

4.When choosing a new product what do you base your purchase on? (Please tick all that apply)
• Accessible in price and distribution
• Scientific evidence
• Word of mouth
• Adverts
• Celebrity endorsement
• Packaging/product look
• Brand name
• Organic ingredients
• Testimonials
• Other (Please specify) _________________

5.Have you seen a change in men’s grooming habits over the last twenty years?
1. Yes 2. No
If yes ,why?
• Social pressure
• Influence of the media and advertising
• Male celebrity role models
• Rising beauty concern

6.Where do you search for the information about new product?

• Newspaper
• Television
• Magazine
• Online
• Retailer

57
Q7. Companies are providing sample of Strongly agree neutral disagree Strongly
products in newspaper (like shampoo agree disagree
sachet attached with newspaper).

Q8. You find new advertising methods more

informative than earlier ones
Q9. You often find unrelated advertisements
popping while you surf.

Q10. You frequently receive emails regarding

advertisements of various products.

Q11. You often notice advertisements on

social networking sites.

Q12. You frequently get information about

product offerings through messages on
your cell phones
Q13. You generally notice ads given on
supermarket trolleys, floors and metro
Q14. Ads in magazines and newspaper today
are more colorful and larger (full page
ads) than the ads decade back.

Q15. You frequently go for online shopping.

16.You think that today T.V. ads have:

• Emotional connect
• Youth connect
• Real life interviews or experience of customers

Synopsis
AMITY BUSINESS SCHOOL
Dissertation
FORMAT FOR OUTLINE OF PROPOSED RESEARCH WORK

58
 Name of the Student: Kamakshi Pant Father’s Name: Mr. V.C Pant

Programme: MBA (General) AUUP Enrollment No.: A0101909099

Contact No. 9350591957 E-Mail id: pant.bani@gmail.com

1. Title of the Research:

Trends in marketing communication

2. Rationale of proposed investigation :

The study will describe the new innovations of advertising and the benefits technology through

an evaluation of current techniques in advertising industry and an assessment of the response of

consumers towards these new techniques effectiveness. This research is also of importance

because it will educate about the current trends in advertising and inform them of where it is

heading.

3. Review of work already done on the subject :

George M. Zinkha &Richard T. Watson

The communications and advertising industry is effervescent and inventive. In the twentieth
century alone, at least five new forms of communication have been created and (at least partially)
adopted by consumers: adio, broadcast television, cable television, video cassette recorder, and on-
line media for example Internet and other on-line service. At the same time the advertising industry
creates hybrids for example commercials that look like TV shows and TV advertising for
elementary schools. These innovations foment turbulence in society for example layoff for some
employees and future shock for the consumers and also create puzzling ethical conflicts that are
difficult to resolve. Here, the metaphor of creative destruction is introduced to describe the
challenges that the agencies personnel and academic researchers have faced in the mid 1990.

Naveen Das and Arindam Mukherjee (2007)

They explains that effective brand communication finds its utility in enhancing brand awareness
and creating a favorable and consistent brand image in the customers mind. It captures some of the

59
approaches to brand communication such as PR, trade shows, clubs and communities, in-store
merchandising and packaging.

Digital signage changing advertising world

Digital signage is a new and experimental way to reach masses when they are outside their home.
Mainly, this type of advertising method like colorful banners, videos existing with or without
audio and simple messages that are also displayed on electronic screens that display
advertisements at different times for all types of the audiences.
Many companies these days are now trying to develop digital signage software to the change the
world of advertising in length. The goal is make a software to promote cutting edge to attract the
large number of the audience, regardless of products or information which a company trying to do.
The signage is a revolutionary technique in the advertisements, which will one day surely take over
from the traditional ways; it is easily available at reasonable cost.

Srividya Raghavan(2008)
With the fragmentation of media and non-traditional forms of marketing gaining prominence,
marketers have turned more conspicuously to the ‘princess of media—word-of-mouth’. This article
traces the proliferation, its ‘creative’ practice that generated prolific debates in the areas of
measurement of word-of-mouth marketing and the ethical issues involved. Histories have been
made, civilizations have been created and cultures have survived via the one of the biggest media
that is Word-of-Mouth (WOM). Extending it to marketing, the underlying assumption in all
marketing activities is positive word-of-mouth.
Follow these instances: Steve Heyer (COO, Coca-Cola in February 2004), announced that Coke
would look more to the entertainment business for the enduring connections needed to build
profitable brands instead of turning ‘reflexively’ to TV advertising. In 2005, Jim Stengel, (global
head of marketing at P&G), called for ‘life beyond’ the 30-second ad and a permission-based
approach. He almost had declared traditional marketing as ‘obsolete’ and ‘broken’. McDonald’s
Global Marketing Chief, Larry Light had also introduced a new approach called ‘brand journalism’
in which there are many stories and not event one is communicating about the brand, thereby
making brand positioning and advertising-centricity era a page in history.

Devi Prasad Mahapatra(2008)

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Animation is a universal language, which can be understood and enjoyed by all age groups. For a
diverse and multilingual country like India, it is a gifted medium of mass communication, which
has the advantage of transcending regional and cultural barriers. For Indian advertisers, language is
a major barrier to promote their products in various parts of India. Particularly, to reach the rural
consumers, they are always hunting for a unique medium, which can overrule this barrier and
reach every nook and corner of the country. Animation shows an illusion of hope to the advertiser
and gives an opportunity to disseminate the message to the targeted diversified consumer. The
jingle or music associate with the animated advertisement makes it catchy and is enough for
anyone to memorize the commercial.
For example, whenever you listen to the jingle “Saamne yeh kaun aaya dil mein hui hulchul, Dekh
ke bas ek hi jhalak, ho gaye hum pagal”, the animated spokes character of 7Up commercial, Fido,
comes in your mind. This animated spokes character has occupied a definite space in the minds of
viewers. Like this, everyday we come across numerous television commercials, where animation is
used in any way to improvise the visual or message of the advertisement. The ultimate intention of
using the animated characters in various promotion campaigns is to sell products. The majority of
characters used in television commercials are humans, animal personifications or product
personifications. In many cases, these characters speak for the product rather than provide visual
demonstration. The techniques that we are using today are more flexible when compared to the
earlier days. Before we proceed, let us shed some light on early animation techniques.

4. Objective(s):

• To study the trends in marketing communication

5. Major Hypothesis (s): No hypothesis

6. Materials and Methods :

Material regarding the study of marketing communication will be collected through various

research papers, books and some internet sources.

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Primary data collects through interviews conducted for customers

Secondary data collects through research papers, magazines, newspaper articles.

Descriptive research will be carried out.

7. Tentative Chapter wise details of proposed research:

• Abstract

• Introduction

• Literature Review

• Problem Statement

• Research Methodology

• Result and conclusion

• References

• Annexure

2. References Cited:

• “Brand Communication, Contemporary approaches” by Naveen Das (issue: 2007)

• “Business and marketing” magazine (issue: 15th ) Strategic Brand Management-

Research paper, Dec 2008,

• Interview with Kevin Lane Keller (Prof. of Marketing at Tuck School of Business at

Dartmouth college)

• “Role of marketing communication” given by Anil Varma

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Signature of the candidate with date

Outline Approved

Name and signature of supervisor with date

Comments by reviewer

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