Advertising

2009
INDUSTRIAL TRAINING REPORT
Chapter 1
ADVERTISING
ADVERTISING
Alliance Business Academy Page 1

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CONSUMERS AREN'T STUPID: THEY MAKE THEIR OWN DECISIONS ABOUT
PURCHASES. ADVERTISING JUST PROVIDES EXTRA INFORMATION TO
HELP THEM MAKE AN INFORMED CHOICE
1.1 INTRODUCTION
What is Advertising?
Advertising is a form of communication whose purpose is to inform potential customers about

products and services and how to obtain and use them. Many advertisements are also designed to
generate increased consumption of those products and services through the creation and
reinforcement of brand image and brand loyalty. For these purposes advertisements often contain
both factual information and persuasive messages. Every major medium is used to deliver these
messages, including: television, radio, movies, magazines, newspapers, video games, the Internet
(see Internet advertising), and billboards. Advertising is often placed by an advertising agency on
behalf of a company.
Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and
motivating large audiences. "Advertising justifies its existence when used in the public interest - it
is much too powerful a tool to use solely for commercial purposes." - Attributed to Howard
Gossage by David Ogilvy
Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway,
on the sides of buses, heard in telephone hold messages and in-store public address systems.
Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals
and/or audio and print organizations which frequently spend large sums of money on advertising
but do not strictly sell a product or service to the general public include: political parties, interest
groups, religion-supporting organizations, and militaries looking for new recruits. Additionally,

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some non-profit organizations are not typical advertising clients and rely upon free channels, such
as public service announcements.
Advertising spending has increased dramatically in recent years. In the United States alone in 2006,
spending on advertising reached $155 billion, reported TNS Media Intelligence. That same year,
according to a report titled Global Entertainment and Media Outlook: 2006-2010 issued by global
accounting firm PricewaterhouseCoopers, worldwide advertising spending was $385 billion. The
accounting firm's report projected worldwide advertisement spending to exceed half-a-trillion
dollars by 2010.
While advertising can be seen as necessary for economic growth, it is not without social costs.
Unsolicited Commercial Email and other forms of spam have become so prevalent as to have
become a major nuisance to users of these services, as well as being a financial burden on internet
service providers. Advertising is increasingly invading public spaces, such as schools, which some
critics argue is a form of child exploitation.
Meaning - Advertising is the promotion of a company’s products and services carried out
primarily to drive sales of the products and services but also to build a brand identity and
communicate changes or new product /services to the customers. Advertising has become an
essential element of the corporate world and hence the companies allot a considerable amount of
revenues as their advertising budget.
There are several reasons for advertising some of which are as follows:
• Increasing the sales of the product/service.

• Creating and maintaining a brand identity or brand image.
• Communicating a change in the existing product line.
• Introduction of a new product or service.
• Increasing the buzz-value of the brand or the company.

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Thus, several reasons for advertising and similarly there exist various media which can be
effectively used for advertising. Based on these criteria there can be several branches of
advertising.
Many advertisements are designed to generate increased consumption of those products and
services through the creation and reinvention of the "brand image". For these purposes,
advertisements sometimes embed their persuasive message with factual information. There are
many media used to deliver these messages, including traditional media such as television, radio,
cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post and Internet
marketing. Today, new media such as digital signage is growing as a major new mass media.
Advertising is often placed by an advertising agency on behalf of a company or other organization.
Definition: One definition of advertising is: "Advertising is the nonpersonal communication of

information usually paid for and usually persuasive in nature about products, services or ideas by
identified sponsors through the various media.
• Advertising is a form of communication that typically attempts to persuade potential customers to

purchase or to consume more of a particular
• Advertising - communication whose purpose is to inform potential customers about products and
services
• Advertising - Any paid form of no personal presentation and promotion of ideas, goods, or
services by an identified sponsor.
• Advertising - Usually a company’s encouragement to consumers to buy its products or services.
Advertising is paid for by the sponsoring business. No journalists often confuse advertising with
publicity
• Advertising - A paid, mediated, form of communication from an identifiable source, designed to
persuade the receiver to take some action, now or in future.

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Therefore advertising is
• A message from vendor/manufacturer to consumer

• Intended to give information which will influence consumer choice
• Aimed at a known audience
From the local business to multinational firm and all need to advertise. While politicians, social
organizations, government special groups need to advertise their motto, national airlines, auto
mobile manufactures, food and consumer goods manufacturers have to reach the consumer.
Specialist products and services are often advertised through trade magazines and exhibitions.
Lately mail-shots, handbill circulation, special offers have become very popular. There are still
other ways of advertising. There are window displays, display on telephone directories, transit sign
on buses, lamp posters, banners, etc. Advertising through the electronic media has been perhaps the
most popular medium.
Advertising, as an effective medium, uses a variety of techniques to create effective advertisements.

A basic appeal is at the heart of advertising. Slogans and product characters are created to catch the
attention of the viewers. Most winning advertisements would encompass factual information with
emotional appeal. The advertising industry has three major sectors.

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1.2 Types of advertising
Print Advertising – Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products via
newspapers or magazines is a common practice. In addition to this, the print media also offers
options like promotional brochures and fliers for advertising purposes. Often the newspapers and
the magazines sell the advertising space according to the area occupied by the advertisement, the
position of the advertisement (front page/middle page), as well as the readership of the publications.
For instance an advertisement in a relatively new and less popular newspaper would cost far less
than placing an advertisement in a popular newspaper with a high readership. The price of print ads
also depend on the supplement in which they appear, for example an advertisement in the glossy
supplement costs way higher than that in the newspaper supplement which uses a mediocre quality
paper.
Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
Outdoor advertising is also a very popular form of advertising, which makes use of several tools
and techniques to attract the customers outdoors. The most common examples of outdoor
advertising are billboards, kiosks, and also several events and tradeshows organized by the
company. The billboard advertising is very popular however has to be really terse and catchy in
order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the
company products but also make for an effective advertising tool to promote the company’s
products. Organizing several events or sponsoring them makes for an excellent advertising
opportunity. The company can organize trade fairs, or even exhibitions for advertising their
products. If not this, the company can organize several events that are closely associated with their
field. For instance a company that manufactures sports utilities can sponsor a sports tournament to
advertise its products.

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Broadcast advertising – Television, Radio and the Internet
Broadcast advertising is a very popular advertising medium that constitutes of several branches like
television, radio or the Internet. Television advertisements have been very popular ever since they
have been introduced. The cost of television advertising often depends on the duration of the
advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the
television channel on which the advertisement is going to be broadcasted. The radio might have lost
its charm owing to the new age media however the radio remains to be the choice of small-scale
advertisers. The radio jingles have been very popular advertising media and have a large impact on
the audience, which is evident in the fact that many people still remember and enjoy the popular
radio jingles.
Covert Advertising – Advertising in Movies
Covert advertising is a unique kind of advertising in which a product or a particular brand is

incorporated in some entertainment and media channels like movies, television shows or even
sports. There is no commercial in the entertainment but the brand or the product is subtly (or
sometimes evidently) showcased in the entertainment show. Some of the famous examples for this
sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s
phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.
Surrogate Advertising – Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a particular product is banned
by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are
prohibited by law in several countries and hence these companies have to come up with several
other products that might have the same brand name and indirectly remind people of the cigarettes

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or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands,
which are often seen to promote their brand with the help of surrogate advertising.
Public Service Advertising – Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an effective

communication medium to convey socially relevant messaged about important matters and social
welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty
and so on. David Ogilvy who is considered to be one of the pioneers of advertising and marketing
concepts had reportedly encouraged the use of advertising field for a social cause. Ogilvy once said,
"Advertising justifies its existence when used in the public interest - it is much too powerful a tool
to use solely for commercial purposes". Today public service advertising has been increasingly used
in a non-commercial fashion in several countries across the world in order to promote various social
causes. In USA, the radio and television stations are granted on the basis of a fixed amount of
Public service advertisements aired by the channel.
Celebrity Advertising
Although the audience is getting smarter and smarter and the modern day consumer getting immune
to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers
that still bank upon celebrities and their popularity for advertising their products. Using celebrities
for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts
of advertising including, television ads or even print advertisements.
In 2003 we now add Interactive (i.e. Internet) and New Media (i.e. any media which has not been
used before, like the back of cinema tickets, or the dot matrix screens in the MTR stations) to the
list.

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Mobile billboard advertising

Mobile billboards are truck- or blimp-mounted billboards or digital screens. These can be dedicated
vehicles built solely for carrying advertisements along routes preselected by clients, or they can be
specially-equipped cargo trucks. 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
MEDIUM ADVANTAGES LIMITATIONS

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Newspapers Flexibility; timeliness; good Short life; poor reproduction

local market coverage; broad quality; small pass along
acceptance; high believability. audience.
Television Combines sight, sound and High absolute cost, high

motion; appealing to the senses; clutter, fleeting exposure,
high attention; high reach. less audience selectivity
Direct mail Audience selectivity, flexibility, Relatively high cost, junk
no ad competition within the mail image.
same medium, personalization.
Radio Mass use, high geographical and Audio presentation only;

demographic selectivity; low lowers attention than
cost. television; non standardized
rate structure; fleeting
exposure.
Magazines High geographical and Long ad purchase lead time;
demographic selectivity; some waste circulation; no
credibility and prestige; high guarantee of position.
quality reproduction, long life;
good pass-along readership.
Outdoor Flexibility; high repeat Limited audience
exposure; low cost; low selectivity; creative
competition. limitation.
Brochures Flexibility; full control; can Overproduction could lead
dramatize message. to run away costs.
Table1 showing Pros and Cons of different mediums
1.3 The features of advertising

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1. The fact that it is ‘a paid form’ of presentation emphasis’s that advertising space or time must be
purchased
2. Its “non personal” nature emphasis’s the fact that it is not a direct or personalized presentation to
one individual but to the masses
3. “Presentation” signifies the format in which advertisement communicate
4. “Promotion “indicates the objective of advertising and
5. Identified sponsor refers to the identification of the brand or the advertiser that is
communicating.
Today advertising has become an integral part of our social and economic structure. An increasing
number of company’s are spending millions of dollars on advertising in India every year.
1.4 Significance of advertising
In every walk of business and industrial activities, there is a throat-cut competition, therefore no
business can survive without advertisement. Advertisement is useful not only for the business
enterprises but for the community as a whole. The economic utility of advertisement can broadly be
divided into five categories:
1) Benefits to Manufacturers:
• Helps in Creation of demand for new products

• Helps in Stabilizing the demand for the product
• Helps in increasing the demand for existing products
• Helps in introduction of new products
• retail price maintenance
• increase in profits
• Creates a brand image in the minds of consumers
• Reduces the cost of production
• Helpful in establishing a direct contact between manufacturers and consumers

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• Helpful in getting efficient, experienced and effective middlemen
2) Benefits to Middlemen:
• Increases the rate of turnover of stock.

• Convenient in selling
• Stability in sales and profits
• Reputation created is shared by the wholesalers and the retailers alike.
• Ensures more economical selling
• Increase in sales
• Increase in goodwill
3) Benefits to Consumers:
• Provides knowledge of new products

• Convenient in purchasing, i.e., where and when to buy
• Provides opportunities to compare the merits and demerits of various substitute products
• Saving of time and labor
• No possibility of cheating by sellers
• Modern advertisements are highly informative
• Increase in the standard of living
• Elimination of middlemen
• Stresses quality and very often prices that forms an indirect guarantee to the consumers.
• Provides knowledge of alternative uses of products.
4) Benefits to Salesmen:
• Makes the introduction of new products easy

• Reduces sales efforts

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• Establish good and permanent contact with the customers

• Helps in weighing the effectiveness of advertising.
5) Benefits to Community:
• Creates more employment opportunities

• Increases standard of living
• Encourages healthy competition
• Encourages research and development
• Helpful in industrial progress and prosperity
• Encourages art and designing
• Educative
1.5 Functions of advertising
• To differentiate the product from their competitors

• To communicate product information
• To urge product used
• To expand the product distribution
• Too increase brand preference and loyalty
• To reduce overall sales cost
• Creates new demands
1. Differentiate the product from their competitors:

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An important function of advertising is the identification function, that is, to identify a product and
differentiate it from others; this creates an awareness of the product and provides a basis for
consumers to choose the advertised product over other products this creates an awareness of the
product and provides a basis for consumers to choose the advertised product over other products.
The identification function of advertising includes the ability of advertising to differentiate a

product so that it has its own unique identity or personality.
There are four additional ways to differentiate your offering from the competition and increase your
differentiation:
1. Leveraging the brand,

2. Innovating your service offering
3. Designing product
4. Packaging
2. Communicate product information
Another function of advertising is to communicate information about the product, its attributes, and
its location of sale; this is the information function. Product information communicated to the
customers in manner that meets their information needs. Most consumers tend to discount the
information in advertising because they understand that the purpose of the advertising is to
persuade. Making an advertising message believable is not easy; though often it is sufficient to
make the consumer curious enough to try the product. Such curiosity is often referred to as
interested disbelief. Advertisers use a variety of devices to increase the believability of their
advertising: celebrities or experts who are the spokespersons for the product, user testimonials,
product demonstrations, research results, and endorsements.
Example:

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Ponds age miracle, in that ad the celebrity HADIQA KAYANI is informing the consumers about
the benefits of it, that how the old women can look younger by using it continuously. It will make
you fair cream plus it reduces freckles plus it can be used as a sun block as well it will make you
look young.
3. Urge product used
The third function of advertising is to induce consumers to try new products and to suggest reuse of
the product as well as new uses; this is the persuasion function.
The basic function of advertising is to provide constant reminders and reinforcements to generate
the desired behavior the advertiser wants from them. This is a particularly effective function in the
long run as reminders and reinforcements register in the consumers' minds, becoming the base on
which they shape their future decisions. Sampling in the way to urge the product using
4. Expand the product distribution
When the consumer comes to know about the particular product from the advertisement he/she
wants to try that new product. They go to shops to buy the product; if the new product is not
available in a shop then the shopkeeper consults the distributor to make that product available in his
shop. It is basically to provide the product all over market. It is necessary to make sure that product
should be accessible to everyone. Availability of product affects the distribution. Accessibility is
major factor for successful product
5. Increase brand preference and loyalty
Marketing is a moving thing. As your needs are changed your preferences are changed. When the
product delivers the promised quality, service and value, it creates satisfied customers who become
instrumental in spreading a favorable word-of-mouth. Satisfied customers also develop brand
preference; each product features and uses are written on the product.

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Example: 99% girls who are not married will not look at the ad of pampers or any milk powder for
children but when they will get married their interest will automatically move towards such ad'
6. Brand loyalty
Brand loyalty is a long-term customer preference for a particular product or service. Brand loyalty
can be produced by factors such as customer satisfaction with the performance or price of a specific
product or service, or through identifying with a brand image. It can be encouraged by advertising.
People often make purchasing decisions based on how a brand makes them feel emotionally rather
than based on quality or other objective evaluations. If "Just Do it" strikes a chord with an athlete,
he'll buy Nike; the decision may have little to do with quality.
Example: For instance, when one buys a tube of Colgate toothpaste and finds it ok, one will not
have to spend any valuable time on looking for other toothpaste brands.
7. To reduce overall sales cost
When a product is selling you have to teach the people about the product.
Like if we would advertise through newspapers, TV, broachers and internet, it would cater huge
sum of masses and if you do individually it would be more costly and time consuming.
Example: Coke targets their consumers on a very large scale through mass media whereas make
cola advertise on smaller scale or go door to door to advertise their product.
8. Creates new demands

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Advertising have to create new demands they should educate the people about more and more new
things coming up in the market. Each year new products, including line extensions and new brands
are introduced into groceries and drugstores.
Example: Wateen telecom is offering wireless internet chips, video conferencing and WIMAX
services as they are introducing new services in market its creating new demands.
1.6 Advertising Process

When preparing your search proposal, you should take into account that the “lead-in” time needed
to place an ad can vary anywhere from days to months depending on the publication. You should
plan to have your ad approved and an estimate of the cost done at least one month prior to the date
when you want the ad to be published.
The advertising process for professional staff and faculty positions involves five basic steps:
• Writing an Ad
• Getting Approval for the Text of the Ad
• Estimating the Cost of the Ad
• Placing Ads & Posting Announcements
• Paying for Ads

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Typical work flow in agency
STAGE WORK PERFORMED AT STAGE

Briefing Stage Briefing from the client
Internal briefing to the creative and media
Any research briefing if required
Creation Stage Ad campaign and media plan development
Internal review and finalization
Presentation to client and approvals
Any pre-testing if required
Production Stage Budget and estimate approvals
Production of film, press ads, collaterals
Media Scheduling and media booking
All release approvals for creative & media
Post Production Stage Billing and Collection
Table2 showing different stages in creating advertisement
Analyzing Advertising
Advertising tends to follow a basic format - a slogan or a striking image catches our attention, the
body of the ad contains more factual information about the product, and a pack shot or logo
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reinforces the brand identity. The combination of these elements, even though we may only look at
them for the average time of 1.5 seconds, leaves us with an impression of the values that are
attached to that brand, and a sense of who the target audience for the product is (male? female?
pensioner? teenager?).
When first analyzing an ad we need to decide
• WHO the ad is aimed at - describe them demographically and psychographically

• WHAT is being advertised and WHAT is specifically highlighted about the product (the benefits)
in this ad
• WHY this helps sell a product
• WHERE/WHEN this ad might appear in order to reach its target audience
Appeals
Then you need to decide what techniques are being used to communicate with the audience.
According to Gillian Dyer (Advertising as Communication Routledge 1988) advertisers use, among
other techniques, the following lines of appeal. They use images of or references to these things to
tap into our desires - and fears:
• Happy families - everyone wants to belong

• Rich, luxurious lifestyles - aspiration
• Dreams and fantasy
• Successful romance and love
• Elite people or experts
• Glamorous places
• Successful careers
• Art, culture & history
• Nature & the natural world
• Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men
admire them; women admire what makes the men admire them.

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• Self-importance & pride

• Comedy & humour
• Childhood - can appeal to either nostalgia or to nurturing instincts
Children are considered a special target group when it comes to advertising, and strategies are
used to especially target them.
Language of Advertising
The purpose of advertising language is to persuade. Whereas the slogan and the image can be
humorous or attention-grabbing, the body copy is always to extol the benefits of a product and thus
persuade the audience to buy buy buy! In his influential book, Confessions of An Advertising Man,
David Ogilvy lists the most persuasive words in advertising as
suddenly miracle
now magic
announcing offer
introducing quick
improvement easy
amazing wanted
sensational challenge
remarkable compare
revolutionary bargain
startling hurry
These words act as triggers to interest audiences in a product. They are also over-used, and may,
these days, be counted as clichés.
Advertising makes use of a direct mode of address (the most commonly used word in advertising is
'YOU') and short, active words.

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When analyzing an ad we have to identify the key persuasive words and consider their effect on an
audience.
Stereotypes
Ad campaigns often make use of stereotypes - as a shorthand way of communicating a set of

meanings. Sometimes the stereotype is deliberately set up and then challenged, to comic effect.
However, given that a considerable proportion of our self-identity comes from the images and
messages in the advertising that surrounds us, stereotyping in advertising is seen as potentially
harmful.
Gender stereotypes are the most common. Men are shown as primarily functional, associated with
heavy machinery, business decisions, wearing executive suits and watches, being taller than women
etc. Women are decorative, associated with kitchen equipment and domestic financial decisions,
often shown lying down on beds and floors.
• Female Stereotypes in Advertising.

• Male Stereotypes in Advertising.
1.7 Opposition to Advertising
There has been notable opposition to the advertising of
• Tobacco
• Alcohol

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• Children's toys
• Prescription drugs
Alcohol and tobacco advertising is now either banned outright or faces strict limit in most countries.
Other concerns include:
• Use of stereotypes, particularly of gender and race, in a negative way

• Emphasis on anti-social values (e.g. winning at all costs, promotion of products which have a
negative effect on the environment)
• Emphasis on conforming to an unrealistic ideal
• Representation of only one set of values as being normal and desirable (e.g. thin, blonde).
• Dishonest claims about what a product can do (e.g. diet pills)
• Recommendation of illegal practices (e.g. drug-taking, drink driving or underage drinking)
• Use of images or language that may be offensive to the beliefs (e.g. religious) of others
• Use of images or language which is too graphic, in terms of sex and violence, for a mass audience
1.8 Glossary of Advertising Terms
Term Definition

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The relationship between agency and client - an account

may cover one campaign or many years of advertising,
Account
and may include all the products marketed by a client or
just one
An paid-for advertisement which includes editorial
content; normally identified in a print magazine with the
Advertorial word "Advertisement" printed as a head across the top of
the page to distinguish it from true (in theory unbiased)
editorial content
The organization which takes care of advertising for
Agency
clients.
The 'pinning down of meaning' that a caption provides
Anchorage
when coupled with an ambiguous image - or vice versa
A filmed storyboard, where stills or short extracts are put
together as a rough edit to show the client prior to the
Animatic
filming and editing of a full quality (and therefore
expensive) TVC
The features of a product which are highlighted to
customers in ads. There are only two true benefits: better
Benefits and cheaper. An ad may highlight the supposed
emotional benefits of owning a product (e.g. you'll be
happier, more attractive)
Billboard Space for outdoor advertising
Brand See definition on main page
The outline of a campaign's purpose given to the agency
Brief by the client. The brief is then developed further by the
agency for internal use
A time-limited set of ads - campaigns may run across
different media, and for one month or ten years, but can
Campaign
be categorized together as they are the execution of a
central idea
Client The organization who pays the agency
calculated in percentages, the proportion of a target
Coverage
audience who has the opportunity to see an ad once
The creative ideas behind an ad, or the person/team who
Creative
comes up with them
Advertising which does not used pictures, and is
Classified generally not produced by an agency. A good example of
how vendors can communicate directly with buyers
Copy The text created for an ad
Demographics Describing an audience by age, gender, ethnicity,

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location - i.e. the facts about them

Small, select groups representing a target audience who
Focus Groups are paid to answer questions at the behest of a market
research organization
The number of times an audience get the opportunity to
Frequency
see an ad
The communication by the agency of a campaign
Pitch
strategy to the client
The proportion of a potential market that is actually
Penetration
using a particular brand
The practice of paying for a branded product to be used
Product
by a character in a movie - e.g. James Bond driving a
Placement
BMW Z3
Establishing the market niche of a product - which may
Product
not be as the brand leader - and advertising to the
Positioning
appropriate segment of the audience
The deliberate manipulation of information in order to
Propaganda achieve certain objectives - NB this is RARELY used in
connection with modern advertising
Describing an audience by their shared psychological
Psychographics
profile (likes, dislikes etc)
Reach Similar to coverage
Slogan Line of copy which encapsulates the campaign strategy
The pages in a magazine or newspaper which can be
Space sold (as double spreads, foldouts, full, half and quarter
pages) to advertisers
Unique Selling Proposition/point - a highlighted benefit
USP of a product which makes it stand out from all rival
brands.
Table 3

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CHAPTER 2
INDUSTRY PROFILE
Industry Profile
2.1 The Advertising Industry
The advertising industry has an important part to play in developed economies. As well as
generating sales of goods and services, it provides often the sole source of revenue for media
companies such as magazines and radio stations. The institution of advertising is made up of a
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number of different advertising agencies. These agencies employ a variety of different personnel
who perform diverse roles, from coming up with creative ideas, to doing audience research, to post
production on TV commercials. The agencies provide expertise in a number of different areas (e.g.
print design, market profiling) to manufacturers and thus provide a vital link to audience. It was
recognized as long ago as the late nineteenth century that an advertising agency could offer the
services of skilled personnel as and when their specialism were needed on a particular project, and
that this was a more cost effective approach that individual manufacturers employing their own
advertising department.
Advertising is a global industry, and just as there are huge global corporations who sell and
advertise their goods around the world (Nike, McDonalds, Microsoft, Adidas, Samsung) so there
are huge global advertising agencies that have offices in every major territory. The main advertising
agencies are:
• Bates Asia
• BBDO
• DDB
• M&C Saatchi
• Ogilvy
• TBWA
According the Advertising Age's 2007 Agency Report, the world's six largest advertising agencies
accounted for over 65 percent of $39.28 billion spent on advertising worldwide in 2001. But the
advertising industry has suffered during the first years of the 2000s. The economy decline prior to
and exacerbated by the terrorist attacks of September 11, 2001 has been sustained by the ongoing
conflict with Iraq. As an indicator of the softened demand for advertising services, advertising
agency employment fell to just over 180,000 in December 2002, down from an average
employment of 194,400 in 2001 and 182,400 in 2002, representing the largest decline since 1991.

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2.2 ADVERTISING AGENCY
Advertising agencies are outside companies that provide for the marketing and advertising needs of
other businesses and organizations. Advertising agencies offer a full range of advertising services
and advice based on market studies, popular culture and advanced sales techniques. Because
Advertising agencies produce logos, creating effective and attractive color schemes to draw the
consumer's attention to their clients' ads. They also prepare slogans and brochures, and write
descriptive copy for sales materials. They may produce public service announcements for charitable
organizations and social programs as well, and issue press releases for new programs, events, and
products. Advertising agencies use assorted forms of media to promote their clients' businesses or
organizations, including magazine advertisements, newspaper ads, radio and TV commercials,
websites, and even infomercials. Some also plan events, provide booths at conventions, and give
away promotional items. They are independent from the client company, they can be objective
about a client's promotional needs .The way advertising agencies work is by getting to know their
clients' product or service well and determining which demographic provides the best audience for
promotion. If a company sells designer handbags, an ad agency would likely try to position the
company's TV commercials during women's programming or on a channel geared toward women.
The look and tone of an ad campaign is also dependent upon demographics. If the company's target
audience is mature adults, design elements should be more traditional than if the target were a
younger generation.
There are several associations that advertising agencies may belong to, such as the Ad Council, the
American Advertising Federation, the International Association of Business Communicators, and
the American Association of Advertising Agencies, or AAAA. When deciding between advertising
agencies, it is a good idea to see if they are members of any associations and to check them out with
the Better Business Bureau. Also helpful is asking an ad agency for examples of their work. You
may find that they are responsible for well-recognized ad campaigns that have helped establish
other companies.

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MEANING:
An advertising agency or ad agency is a service business dedicated to creating, planning and

handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is
independent from the client and provides an outside point of view to the effort of selling the client's
products or services. An agency can also handle overall marketing and branding strategies and sales
promotions for its clients.
HISTORY
Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This
agency placed ads produced by its clients in various newspapers
In 1856 Mathew Brady created the first modern advertisement when he placed an ad in the New
York Herald paper offering to produce "photographs, ambrotypes and daguerreotypes. His ads were
the first whose typeface and fonts were distinct from the text of the publication and from that of
other advertisements. At that time all newspaper ads were set in agate and only agate. His use of
larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first full-
page ad in a newspaper.
In 1864, William James Carlton began selling advertising space in religious magazines. James
Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman,
purchasing the company in 1877 and renaming it the James Walter Thompson Company, which
today is the oldest American advertising agency. Realizing that he could sell more space if the
company provided the service of developing content for advertisers, Thompson hired writers and
artists to form the first known Creative Department in an advertising agency. He is credited as the
"father of modern magazine advertising

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2.3 Nature of the Industry
Firms in the advertising and public relations services industry prepare advertisements for other
companies and organizations and design campaigns to promote the interests and image of their
clients. This industry also includes media representatives—firms that sell advertising space for
publications, radio, television, and the Internet; display advertisers—businesses engaged in creating
and designing public display ads for use in shopping malls, on billboards, or in similar media; and
direct mail advertisers.
Most advertising firms specialize in a particular market niche. Some companies produce and solicit
outdoor advertising, such as billboards and electric displays. Others place ads in buses, subways,
taxis, airports, and bus terminals. A small number of firms produce aerial advertising, while others
distribute circulars, handbills, and free samples.
Companies often look to advertising as a way of boosting sales by increasing the public’s exposure
to a product or service. Most companies do not have the staff with the necessary skills or experience
to create effective advertisements; furthermore, many advertising campaigns are temporary, so
employers would have difficulty maintaining their own advertising staff.
Widespread public relations services firms can influence how businesses, governments, and
institutions make decisions. Often working behind the scenes, these firms have a variety of
functions. In general, firms in public relations services advise and implement public exposure
strategies. Firms in public relations services offer one or more resources that clients cannot provide

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themselves. Usually this resource is expertise in the form of knowledge, experience, special skills,
or creativity; but sometimes the resource is time or personnel that the client cannot spare.
2.4 Types of advertising agencies
Following are major types of advertising agencies that are currently serving the advertising industry
Full Service Agencies
A full service ad agency is one that provides a range of marketing services. A full services
agency provides services that are directly related to advertising such as copywriting, artwork,
production of ads, media planning etc. It also provides such services in respect of pricing,
distribution, packaging, product design etc.
Modular agencies
A modular agency is a full service agency that sells its services on a piece meal basis. Thus an
advertiser may commission an agency’s creative department to develop an ad campaign while
obtaining other agency services elsewhere. Or, an advertiser may hire an agencies media
department to plan and execute a program for advertising that another agency has developed. Fees
are charged for actual work undertaken.
In House agencies

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Those companies, which prefer to have closer control over advertising, have their own in-house
agency. This type is owned completely by the advertiser. It performs almost all functions that an
outside advertising agency would perform and that are why some people refer to it as full-service
advertising department of the advertiser. However, the difference between an in-house agency and
an advertising department is that the in-house agency can undertake to serve several other clients, if
the owner so desires, but an advertising department solely undertakes that work of its owner and not
of outside clients. Secondly an advertising department may not be equipped the personnel and
facilities, which an in-advertising schedule and costs, but also offers convenience for its owner,
because it is just available in the same building as that of the head office of advertiser.
Such in-house agency also benefits the owner as it can bring revenue through agency commission
that are offered by the media and by way of fees that are collected from outside parties for
undertaking their advertising work. Such revenue increases the funds and profits of the company.
There is another version of in-house agency whereby advertiser handles the total agency functions
by buying service unit to buy time, space and place the ads. Such an In-house agency is an
administrative center (under the direction of an advertising director) that gathers and directs varying
outside for its operation use agency would posses.
Creative Boutiques
These are shop agencies that provides only creative functions and not full-service. The specialized
creative functions include copy writing, artwork and production of ads, they charge a fee or
percentage of full service agencies, and as such most of them convert into a full service agency or
merge with other agencies to provide a wide range of services.
Mega agencies

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A significant of 1980’s is the development of mega agency. Agencies worldwide merge with each
other serve their clients in much better way. It was in 1986, Saachi & Saachi, a London based
agency that started the movement and at present it is the third largest agency network in the world.
The Specialists Agency
There are some agencies who undertake advertising work only in certain areas. there are agencies
that specialize only in financial services or only in publicity or only in point-of-purchase material
etc. for instance Soubhagya advertising agency concentrate on specialized in financial advertising.
The Benefits of Using an Advertising Agency
• Added Expertise
• Media Knowledge and Unbiased Advice
• Easier Administration
• Media Buying
• Quality Control
• Information
• Fending off the media
• And when things go wrong
• Cost Saving
• Time Saving
Disadvantages of using Advertising agency
A main disadvantage of using an advertising agency would be the communication factor. If an

agency does not communicate or relay its client’s goals and creative wishes properly problems can
occur within a contract and lawyers may have to become involved. Depending on the
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communicative skill of the agency, you may be prone to being blindfolded during much of the
processes of your campaign leading to a lot of guessing and speculation.
Another disadvantage would be the media buying discounts you may not be able to take full
advantage of due to commission barriers within an agency, however an agency may have better
negotiating powers than your company and save you more money in the long run anyways.
The functions of an advertising agency:
• To accelerate economic growth and create public awareness

• To provide a total, professional, experienced service which is very personal in its nature
• To take the advertiser's message and convert it into an effective and memorable communication
2.5 ADVERTISING AGENCY IN INDIA
The First World War created conditions for the growth of some of the Indian consumer industries.
After the war, new British investment followed. The need arose for specialized advertising services.
The British India Corporation, a British firm in Kanpur, with a relatively wide range of consumer
goods, set up Alliance Advertising Associates Limited. This was probably the first advertising
agency in India to provide a wide variety of services. In 1922, Mr. L.A. Stronach, a senior artist of
Alliance Advertising, left to start his own agency in Bombay. Thus was born a new type of business
enterprise in the service sector in India.

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The Indian advertising industry had a slow start and got its first boost during the Second World
War. With the British personnel having to join the armed forces, opportunities opened up for
Indians in this new talent-intensive business. Then followed a brief interlude of uncertainty in the
years immediately following Independence. The launching of the First Five-Year Plan and more so
the Second Five Year Plan, with the accent on rapid industrialization, gave an impetus to the growth
of advertising agency business in India. By 1952 there were 109 advertising agencies in India with
a total turnover of Rs 3.5 corer. By 1967, the number of advertising agencies had increased to 279
with a total turnover of Rs 35 corer. The Indian advertising industry has really come' into its own
with the growing liberalization of the economy since the mid-eighties.
According to the fourth agency report of the journal Advertising and Marketing, the Indian
advertising industry grew by 36.5 per cent in 1992 -93, far outpacing the growth of Indian industry.
What is significant, however, is that three of the top four advertising agencies in India continue to
be subsidiaries of international advertising agencies-Hindustan Thompson Associates and Lintas
India being the first two, and Ogilvy & Mather being the fourth. What is more with the new interest
of many national corporations in the Indian market, a large number of international advertising
agencies have entered the Indian advertising industry in collaboration with leading Indian
advertising agencies. This is the process of globalization of Indian advertising agency business.
This is opening up new opportunities for Indian advertising to assume greater responsibility and
serve everywhere in the world and gather experience of global marketing and advertising.
2.6 Players in Indian industry
Top Advertising Companies of India:
Ogilvy and Mather:

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This is one of the leading advertising companies 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. It 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 companies 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 companies 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 companies 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.

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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, Ahmadabad, 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.

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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.
2.7 Future
Global advertising
Advertising has gone through five major stages of development: domestic, export, international,
multi-national, and global. For global advertisers, there are four, potentially competing, business
objectives that must be balanced when developing worldwide advertising: building a brand while
speaking with one voice, developing economies of scale in the creative process, maximizing local
effectiveness of ads, and increasing the company’s speed of implementation. Born from the
evolutionary stages of global marketing are the three primary and fundamentally different
approaches to the development of global advertising executions: exporting executions, producing
local executions, and importing ideas that travel.
Advertising research is key to determining the success of an ad in any country or region. The ability
to identify which elements and/or moments of an ad that contributes to its success is how
economies of scale are maximized. Once one knows what works in an ad, that idea or ideas can be
imported by any other market. Market research measures, such as Flow of Attention, Flow of
Emotion and branding moments provide insight into what is working in an ad in any country or
region because the measures are based on the visual, not verbal, elements of the ad.

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Trends
With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Pop
under, advergaming, and email advertisements are now commonplace.
The ability to record shows on digital video recorders allow users to record the programs for later
viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-
recorded box sets are offered for sale of television programs; fewer people watch the shows on TV.
However, the fact that these sets are sold, means the company will receive additional profits from
the sales of these sets. To counter this effect, many advertisers have opted for product placement on
TV shows like Survivor.
Particularly since the rise of "entertaining" advertising, some people may like an advertisement
enough to wish to watch it later or show a friend. In general, the advertising community has not yet
made this easy, although some have used the Internet to widely distribute their ads to anyone
willing to see or hear them.
Another significant trend regarding future of advertising is the growing importance of the niche
market using niche or targeted ads. Also brought about by the Internet and the theory of The Long
Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most
efficient way to deliver a message was to blanket the largest mass market audience possible.
However, usage tracking, customer profiles and the growing popularity of niche content brought
about by everything from blogs to social networking sites, provide advertisers with audiences that
are smaller but much better defined, leading to ads that are more relevant to viewers and more
effective for companies' marketing products. Among others, Comcast Spotlight is one such
advertiser employing this method in their video on demand menus. These advertisements are
targeted to a specific group and can be viewed by anyone wishing to find out more about a
particular business or practice at any time, right from their home. This causes the viewer to become
proactive and actually choose what advertisements they want to view.

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In freelance advertising, companies hold public competitions to create ads for their product, the best
one of which is chosen for widespread distribution with a prize given to the winner(s). During the
2007 Super Bowl, PepsiCo held such a contest for the creation of a 30-second television ad for
the Doritos brand of chips, offering a cash prize to the winner.
Chevrolet held a similar competition for their Tahoe line of SUVs. This type of advertising,
however, is still in its infancy. It may ultimately decrease the importance of advertising agencies by
creating a niche for independent freelancers.
2.8 The Working of Ad Agencies

To begin with, the agencies started as one-man agents who booked space in the Media. Even today,
in our country, there are so many one-man agents who book space in the media. Soon the space
booking was handed over to the contact-man, and creative wordsmiths adept at sloganising
undertook the actual construction of the ad. In the course of years, the ad agency became service-
oriented, and was able to offer every possible service including marketing, market research (MR),
and public relations (PR).
Ad agencies have evolved over a period of time. These days we have mostly studio-based agencies,
some industrial and specialized agencies, and hot-shops who only plan creative campaign by
engaging the services of freelancers.
At Madison Avenue, most of these large agencies of the world fiercely compete for new accounts,
resulting in a shift of millions of dollars of billing from one agency to another. Advertising Age is
an official publication of the American Association of Advertising Agencies (AAAA).
In India, advertising business is worth Rs. 8,000 corers. There were only 62 advertising agencies in
1958, which increased to 168 in 1978, more than 2.5 times the numbers in 1958. There are more
than 500 ad agencies today. The oldest and largest advertisement agency in India is Hindustan
Thompson Associates Ltd. The second largest advertisement agency is Lintas.

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Mumbai is considered to be the Mecca of Indian advertising. These days agencies are also being set
up at Bangalore, Madras, Hyderabad, Ahmadabad and Delhi. In India the ad agencies are sole
proprietary concern, partnership or private limited companies.
It is better to operate agencies on professional lines, rather than as a family. It is good to install
MBO (Management By Objectives). An agency must necessarily plough back at least 75 % of its
profits into business.
The advertising agencies are shifting from the creative mode to the marketing mode. Today the
onus is on the agency to supply the client with data on his industry; the days of the clients briefing
the industry are almost over. The agencies are expected to maintain database. There is a leaning
towards software for optimizing media usage, and computerization of studio functions.
In India, the legal structure of ad agencies is that of a small proprietary concern or a big partnership.
Sometimes, they are private limited companies, either big or small.
Indian advertising is a fragmented business. There are over 733 agencies accredited to INS.
It is the top 25 agencies, most of which are headquartered in Mumbai, that set the pace and define
the shape of the industry. Agencies like HTA, Lintas, Clarion and O & M have shaped the entire
advertising industry in the country. Many Indians firms are coming up, by importing Western ad
techniques.
Many agencies die a premature death. Most people do not appreciate that an agency –like any other
business - must be properly managed. It is simply not enough just to have great idea. In recent
years, there has been a healthy trend towards sound management practices, especially financial
planning and control.
This is a highly paid profession. It is a conspicuous high wage island. People operate on high
profile. Their life-styles are opulent because of high expense accounts 'of entertaining clients. They
got their elitist brand due to this reason. But freedom is also necessary to attract talents.

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Work Environment
Ad agencies are based within office settings. Accounts Executives, Account Planers, Media
Executives, Art Directors and Copywriters spend most of their working time in agency office.
Account
Executives have to travel extensively, visiting clients and suppliers. While other staff, travel
occasionally to attend meetings with clients, or visit locations during film production. Ad agencies
are very busy places and often work is on till late hours. In 2004, workers in the industry averaged
33.8 hours per week, a little higher than the national average of 33.7.
Most employees in advertising and public relations services work in comfortable offices operating
in a teamwork environment; however, long hours, including evenings and weekends, are common.
There are fewer opportunities for part-time work than in many other industries; in 2004, 14 percent
of advertising and public relations employees worked part time, compared with 16 percent of all
workers.
Work in advertising and public relations is fast-paced and exciting, but it also can be stressful.
Being creative on a tight schedule can be emotionally draining. Some workers, such as lobbyists,
consultants, and public relations writers, frequently must meet deadlines and consequently may
work long hours at times. Workers, whose services are billed hourly, such as advertising
consultants and public relations specialists, are often under pressure to manage their time carefully.
In addition, frequent meetings with clients and media representatives may involve substantial travel.
Most firms encourage employees to attend employer-paid time-management classes, which help
reduce the stress sometimes associated with working under strict time constraints. Also, with
today’s hectic lifestyle, many firms in this industry offer or provide health facilities or clubs to help
employees maintain good health.

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People working in an agency
Accounts Executive: It is a key career option in advertising agency. He is called an Account

Director when he is a member of the Board. He is a link between a client and his staff. The
marketing or advertising department of the client briefs him. He communicates this to the agency
people.
He reaches out to different clients for seeking new business. Even clients who want an agency' to
work for them contact the accounts executive. This business development work makes it virtually a
marketing manager of the agency.
The faculties of logic and reason are supposed to reside in the left-brained people. While intuition
and creativity are believed to be in the right. So far, accounts director was considered suitable if
logical and systematic, i.e., left-brained. But if he has to motivate a team, he should be inspiring and
creative too, i.e., right-brained.
Copywriters: They are the wordsmiths who do the wording of an advertisement. They are bright
and talented. They have a flair for language. They contribute to the theme of an advertisement.
Creation of successful copies for different clients establishes them in this field.
Visualisers: These are artists who put on paper what has been thought out by the copywriter. They
in fact design the ad.
Creative Director: He co-ordinates the copywriting and designing. He is a senior professional who
is seasoned in an existing advertising agency set-up to take on this mantle.
Production Department: Persons of diverse talents like printing technology, DTP, photography,
typography etc. are involved here.
Media Planner: He has to allocate the advertising budget amongst media. He has to select the
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appropriate media. He decides about the frequency, size and position of an advertisement. He
decides about its publication date. He receives the tear-off copies from the media when the ad is
published. He is guided by the media research, which he undertakes, or by research undertaken by
an outside agency. Media is the most professionalized department of advertising agencies.
Marketing Research: Modern agencies are integrated set-ups. They provide a range of marketing
services. Research data become very useful as input to the creative process.
The Media: Most of the media today sustain on advertising revenue. They sell space or time. While
selling space or time, they have to convince the client about the reach of their media vehicle, the
composition break-up of their readers and the pricing of their space/time selling. They monitor the
market, survey their readers, and highlight their readers' demographic and geographic
characteristics. They also maintain relationship with the media department of advertising agencies
who buy space/time on behalf of clients.
Ancillary Services: These are needed to produce/create ads. A whole range of services like studio,
photographic service, printing service, gift item producers etc. fall into this category.
Freelancers: These are professionals who work independently and have a successful track record.
They are copywriters, jingle singers, radio announcers, artists, visualizers, technical writers etc.
Employment avenues
The business of advertising has been growing in proportion to the national economy. Greater
competition between domestic and multinational firms has spurred marketing and advertising
efforts. Competition for these jobs is growing. Creative college graduates with communication
skills will get the best jobs. Job opportunities are in advertising agencies, commercial radio and
public, Multinational firms, advertising/PR department of organizations/business/government.

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Advertising agencies have the highest profile in a much larger advertising industry, composed of
various media, advertisers, printers, photographers, typesetters, and others that act as suppliers to
the industry. Accordingly, agencies attract most of the people who want to get into advertising.
Generally speaking, an agency is not the place to start an advertising career until the candidate has
acquired two sorts of knowledge not available in most academic institutions. First, an extremely
good working knowledge of how a wide variety of businesses work is necessary, for agencies serve
so many kinds of clients. Second, one must develop good interpersonal business skills to be
successful in the agency industry, and these skills are usually developed only in on-the-job
experiences.
2.9 Organization Structure of Advertising Department

All major advertisers maintain an advertising department. The structure of the department however
may vary from one organization to another, as each one tries to develop a form, which is most
suited to one's requirements. The principal forms of organizational structure are based on
• sub functions of advertising, such as copywriting or artworks
• communication media
• geographical spread
• product and
• End users.
Irrespective of the specific form, the advertising department has to perform several functions.
Principal among these are setting advertising goals, plans and budget, selecting the outside ad
agency, maintaining contacts, providing support to the marketing staff and monitor the functioning
of the ad agency. Selecting the ad agency is one of the important tasks of the advertising
department. Several criteria, including experience, size, track record and the quality of the
personnel, are considered in the selection process.

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As you know, there are different categories of advertisers. Depending upon their functions, each
organization develops its own structure, of which advertising department is a part. What is
important in this connection is to analyze the functions an advertisement department is expected to
perform.
Manufacturing firms carries out bulk of advertising. It is therefore, necessary to understand the
various principles on which the advertising department can be organized in manufacturing units.
The basic principles are:
(a) By Sub-functions of Advertising:

Advertising as a function can be segmented into its various components, such as, Copywriting, Art
Production and Media. A specialist who in turn reports to the advertising manager can handle each
component.
Advertising Manager
• Copyright Manager
• Art Manager
• Production Manager
• Media Manager
(b) By Media
Advertising Manager
• Newspaper
• Broadcasting
• Magazine
• Television

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• Outdoor
• Direct Mailing
(c) By Product
Advertising Manager
• Product A Manager
• Product B Manager
• Product C Manager
(d) By Geography
Advertising Manager
• Zonal Manager A
• Zonal Manager B
• Zonal Manager C
(e) By End User
Advertising Manager
• Consumer Market Manager
• Institutional Market Manager

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• Government Market Manager
Reporting Structure:
The advertising manager has to report to somebody who is higher up in the organizational structure.
To whom the advertising manager would depend upon how much importance advertising is given
to the total operations of the firm. There are several alternatives.
These are:
o Report to the Chief Executive (Chairman/MD.)
o Report to the Director (Marketing)
o Report to the divisional head if the firm is a multi-division firm and responsibility is
delegated at the division level.
Centralization or Decentralization
Should advertising be done on a centralized basis or should the responsibility be delegated to lower
levels - say product or geographical divisions?
Centralized Advertising Activity has been defined as that which - is located at or directed by
headquarters, reporting to corporate sales or marketing head or in top management. In operation it
gets the necessary product, market, and budget information from the divisions and then controls the
execution of the various programmes by:
1. Providing the needed information and guidance to the advertising agency and other Services.
2. Then reviewing and approving the completed work before getting division approval
A Decentralized Advertising Activity is operated and controlled by individual units located in each
major division, usually reporting to a division head or to a division marketing or sales head. The

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division advertising, sales and marketing people and control both the 'what' and 'how' of the
advertising job, getting only advice and counsel plus miscellaneous services from a central
advertising function.
In practice, however, it has been found that most companies follow the centralized pattern of
advertising organization. There are at least two important reasons for it.
1. It is difficult to transfer the tasks of preparation and execution of creative advertising from to the
many without loss of efficiency to a great extent.
2. Most companies entrust their advertising work to outside agencies and it is more convenient with
them in a centralized way.
Interface with other Departments
Advertising and, therefore the people, manning the advertising department, do not function in a
vacuum. Advertising is a tool of marketing. It is done to achieve a specified short-term or long term
goal. The advertising staff, therefore, must actively interact with other departments most
importantly, marketing and sales. The interaction has to be intensive to draw up a coordinated plan,
of which advertising is a part. In fact, not only the advertising department, but also the outside
advertising agency it may have employed, would have to be actively associated with the
formulation of the marketing plan.
In companies, which realize the importance of advertising in its proper perspective, the advertising
department gets useful inputs from sales, product and brand managers; from Marketing heads,
General managers and top management and also from many others in the engineering and
manufacturing departments who provide valuable advice in respect of appeals to be focused and
also other advertising matters.

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Functions of the Advertising Department
Just as the organizational structure of an advertising department varies, the activity profile also is
subject to change from one organization to another. Kleppner has identified14 activities, which
include all the major functions an advertising department in a manufacturing organization is
supposed to carry out.
These are:
1. Determine in consultation with top management the advertising goals, the advertising budget,
and the advertising plan.
2. Help select the advertising agency.
3. Set up a plan of activity, allocating which work is to be done by the agency and which by the
advertiser. Establish with top management the internal division of such non-commissionable duties
as sales promotion, research and public relations.
4. Transmit the policy and problems of management to the agency; keep it informed of changes in
marketing strategies and other related areas.
5. Decide upon the proportion of the appropriation to be assigned to different tasks in the
advertising programme depending upon the importance of these tasks.
6. Approve the plans for advertisements by the agency and by others who work on the advertising
problems.
7. Prepare, purchase and issue sales material - point-of-purchase displays and direct mail, including
receipts, dealer advertising service, premiums (unless company has separate premium departments).

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8. Prepare, issue and control billing of corporate advertising.
9. Keep the sales force informed of forthcoming advertising.
10. Prepare portfolios of advertising for the salesman's use in showing advertising to the trade and
to other distributors.
11. Work with the sales department in preparing special programmes.
12. Prepare instruction manuals for those who will sell and use the product; all in all, do everything
possible to make the most effective use of the advertising investment.
13. See that all mail enquiries are answered with mailings as required.
14. See that all bills are properly checked; keep an account of funds and prepare proper reports for
management.
The ad manager in charge of an advertising department has both managerial and operational
functions. He is responsible for interacting with agencies and the media. He pays attention to
outdoor aids. He takes part in campaign planning and media planning. He frames an ad budget, and
allocates it. He is responsible for broadcast media. He gets POP prepared. He is the man behind SP
and merchandising. He maintains press relations, and PR functions. He brings out a house-journal.
He is appointed on the basis of his knowledge of advertising and journalism, his knowledge of the
industry, his management background, and his marketing background. He maintains a good client
agency relationship so essential for the success for the campaigns.

2009
2.10 Advertising Agency's Role

Suppose you are a company with a product. It may be a totally new product. As a company with a
product or service to sell, designing and making that item is only part of the battle. People are not
going to beat a path to your door. You have to seek a channel of communication.
Ad agency need to consider, for example:
• For whom is the product or service designed?

• Who would use it?
• Who is the "target group"?
• What's special about the product? In what way is it distinct? Unique? Different?
• What's its "position" in relation to other similar products?
• What do you want to convey to the public about your product?
• How should your company contact the public?
• What medium should it use? Radio? TV? Newspapers? Magazines? Billboards? Bus/subway ads?
Direct mail? etc.
• How extensive a region should your company try to cover?
• How often?
Communication and marketing decisions involve specialized expertise. Many companies that
design and produce products or offer services lack these specific capabilities. This is where
advertising agencies fit in. Advertising agencies exist to help companies to communicate with the
public to market the company's product.
Company with a
Ad Agency Media Public
product or service

2009
The process of advertising involves considerable specialized knowledge and expertise
• About people - Their interests, preferences, needs, wants, lifestyles, expectations

• About media - Their reach, their effectiveness, their specific appeal
• About the company and its product – And about competing companies and their products
Services offered by ad agency :
Total Advertising Services :Strategic planning, creative development and media services for
advertising, particularly in television, newspapers, magazines and radio; providing the best creative
designed to capture the imagination of consumers
Marketing Services: Provision of a number of advertising related services, including sales

promotion, market research, PR and event marketing.
E-Solution Services: e-solution services, including system integration services, e-business

consulting and customer relationship management (CRM), Search Engine Marketing (SEM) and
Search Engine Optimization (SEO) and e-promotions using the Internet and mobile.
Content Business: Sales of sponsorship, broadcasting and other rights, and the production and
marketing of such media / content as sporting events, films, TV programs, animated content, music
and other forms of entertainment.
Integrated Media Services: Bringing value to both clients and media-related companies by
offering a wide range of media solution services

2009
Sales Promotion: Providing comprehensive sales promotion planning designed to complement

mass media and other activities
Event Marketing: Assisting clients by providing dynamic vehicles for their messages in the form
of on-the-spot interactive communications
Integrated Branding Services: Assuring clients the highest quality of branding services for their
communication needs.
In today’s world which is fast moving & dynamic, people’s wants, need and desires are
changing; it’s very important to know them and give them what they want. This is the main
objective of advertising where ad agency plays major role in market research, making of creative,
launching it in the market, taking the feedback of consumer and making any product famous and
acceptable among consumers. Ad agencies are playing an important role in shaping present and
future of not just selected brand but of entire company.
There is no one -sure - fire - best way to advertise your product or service. It is important to explore
the various advertising media and select those which will most effectively convey your message to
your customers in a cost-efficient manner. Always to be remember, advertising is an investment in
the future of your business.

2009
Ad agency is service industry it is growing very fast .talented people are hired and they are showing
their creativity ability .the ad agency are providing services to the branded company carrying there
advertisement campaign most effectively.
They know how to attract the consumers from one side agency are very costly they are charging
more money for the advertisement campaign.
On other side it is useful to the company; the ad agency can launch the company product in better
way.

2009
Chapter-3
Company profile
3.1 Introduction:

2009
At IC244, they are driven by an intense desire to build and evolve winning marketing strategies.
Their strategies not only reflect their commitment towards effecting holistic solutions but also their
keen sense of creativity in line with the latest market trends.
They know that a marketing plan must be a winner. If the plan does not help management to gain
market share, increase sales, lower marketing costs or otherwise "win", the plan is a waste of time.
This is especially crucial for those small businesses that thrive on the expectations of the highest
returns on every marketing rupee spent. They intend to provide their clients with a broad range of
such "winning" marketing consulting services.
These services include strategic /conceptual planning as well as tactical implementation. Strategic
planning utilizes those processes that lead to an executable marketing plan including identifying
areas of opportunity, market segmentation, product line analysis, financial planning, competitive
analysis, and culminate in the design of a project implementation plan. This will serve as a detailed
road map for the planning and supervision of all marketing activities. Once completed, the tactical
process is initiated leading to the real-world execution of the plan.
3.2 V
ISION
To be the market leader in providing marketing and advertising solutions.
3.3 M
ISSION

2009
Our primary focus is to create an opening to our clients which they shall be able access to the
fullest, starting from the moment they associate themselves with us. We offer total commitment and
support to communicate their ideas in a strategic, creative, and cost-effective manner.
PROFILE OF IC244 Advertising
Head quarter Bangalore
Industry Marketing and advertising
Type Privately Owned
Status Operating
Founded 2006
M.D Hemalatha.G.K
Company size 35-40 employees
Web site www.ic244advertising.com
Table 4
Members in the management of the IC244 advertising

2009
Name Designation
Ms.Hemalatha.G.K Managing Director
Mr.Abhishek.G General Manager
Mr.Pratap.V.C Planning head
Ms.Pavana Account planner
Present situation of IC244 Advertising:
It was started in 2006 and rose to become well known agency in the country. In a short span IC244
advertising is one of the India s leading marketing communication networks.
The group utilizes it s deep understanding of consumers brands and media to deliver creative
business solution –A customized and collaborative approach helps it s client build enduring and
profitable brands.
The group offers integrated communication services through its platform
In the present year IC244 Advertising is poised to exceed a turnover in excess of 25 lacs at it
continues to maintain its aggressive growth rate.
IC244 Advertising is one of the management admired marketing communication network in the
country a highly rated agency both by client and industry.
3.4 SERVICES OFFERED
The key services offered by us are as follows:

Development and preparation of strategic marketing plans and programs.

2009
Key market segment identification plans and programs.

Design of overall advertising/public relations strategies.
Industry trend analysis.
Execution of marketing implementation plans and programs
Advertising
Ideas, Concepts, Story board

Print Ads
Animation Ads
Corporate & Marketing
Communications
Corporate Identity & Logos
Presentations
Business cards
Brochures
Posters
Visual aids
Web Content
Letterheads
3.5 Organization Structure of IC244 Advertising
Managing Director

2009
General
Manager
Strategic
Finance
Planning
Head Creative Head
Head
Departments in IC244 Advertising
• Account Management Department
• Creative Department
• Media Department

2009
• Market Research Department
• Creative Services Department
• Event Management and Promotion Department
• Print Production Department
3.6 Clients
• CHIPS-IIT-JEE
• DEEKSHA
• Wednesday Digest (Weekly Newspaper)
• The STUDENTS Magazine
• COMET Educational Solutions
• Kombra Consultancy Services
Features differentiating IC244 from its competitors
• Promptness: They will be ready with an action plan even before the client sets a deadline.

2009
• Technical Expertise: Developed and maintained to minimize the learning curve for our
clients and minimize their expenses.
• Involvement: Be a part of our client’s business team.
• Value for time: Ensure the timely launch of each client’s marketing program.
• Innovation: Generate new strategies for our clients that result in a high-quality and cost-
effective products.
3.7 SWOT Analysis of IC244 Advertising

2009
trengths
- Satisfying the need of the customers

- Meeting up the client requirements in time
- Innovative & creative in advertisement segment
- Quality in advertisement
- Global exposure with higher rewards & appreciation
- Efficient team working environment
eakness
- High Pricing strategy

- Lack in promotion strategies towards increasing the brand name.
O
pportunities
- Entering in global market to attract global clients

2009
- Being one of the oldest advertising agency in India, it has good brand image among its clients-
they have lot of client coming back with new product for getting advertised.
- In its successful journey, they lot of wonderful memorable advertisement done by them- this has
increased their brand image in the Indian market.
T
hreats
- Challenging stiff competition from its competitor’s from both domestic & international levels.
- Changes in the taste & preferences of clients.
- Lack of creative minds & also too expensive in overall management.
Major Competitors of IC244 Advertising
AGENCY PLACE

2009
Adbur Pvt Ltd Ghaziabad
Akshara Advertising New Delhi
Ambience D’Arcy Mumbai
Supreme Consultants Bangalore
Poorvi Communications Bangalore
Chaitra Leo Burnett Pvt Ltd Mumbai
Table 5

2009
Chapter 4
Research Design
Research Design
Research design is important as it facilitates the smooth sailing of the various operations, thereby
making the research as efficient as possible. The research design of the study is descriptive in
nature.

2009
4.1 Statement of the problem:
The main purpose of the study was to understand the type of study material required by the students
of 2nd PUC, which is also a supplement of classroom teaching especially for the students belonging
to science background and want to get into engineering colleges by cracking different competitive
entrance exams conducted throughout by different Boards and Universities.
This study was done to find out the market potential for such study material and it was done for
IC244 Advertising.
A structured questionnaire was prepared including open and closed ended questions to get
information. Questions like – what kind of material students expect, what they think would be the
affordable price for the above stated material and suggestions if any.
4.2 Title of the Project:
“A study of Consumer expectations regarding academic resources for IC244 Advertising”
4.3 Objectives of the Study:

• To find out what are the needs of students of 12th standard regarding academic resources.
• To find out what are the features, students require in such materials.
• To analyze the willingness of student regarding usage of such materials.
• To facilitate in building a product which would fulfill the expectations of the potential customers.
4.4 Need and importance of the Study:
There are many study materials available in the market that caters to the needs of students who want
to get into professional courses after clearing 12th standard. The syllabus keeps changing every
academic year and books have to be updated accordingly. The study is to ensure that the product is

2009
value added to lead the market. It is very important to know what exactly the students need from the
material so that his needs can be catered to very well. The material prepared would be as per the
requirements of the students and thus would be more liked by the students.
4.5 Operational Definitions:
Descriptive research:
Descriptive research, also known as statistical research, describes data and characteristics about the
population or phenomenon being studied. Descriptive research answers the questions who, what,
where, when and how.
Although the data description is factual, accurate and systematic, the research cannot describe what
caused a situation. Thus, descriptive research cannot be used to create a causal relationship, where
one variable affects another. In other words, descriptive research can be said to have a low
requirement for internal validity. The description is used for frequencies, averages and other
statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a
survey investigation. Qualitative research often has the aim of description and researchers may
follow-up with examinations of why the observations exist and what the implications of the
findings are.
In short descriptive research deals with everything that can be counted and studied. But there are
always restrictions to that. Your research must have an impact to the lives of the people around you.
For example, finding the most frequent disease that affects the children of a town. The reader of the
research will know what to do to prevent that disease thus; more people will live a healthy life.
4.6 Sampling:

2009
It is the process of learning about the population on the basis of sample drawn from it, Thus in the
sampling technique instead of every unit of the universe only a part of the universe is studied and
the conclusion are drawn the basis for the entire universe. A sample is a sub-set of population units.
The researcher has adopted convenience sampling for studying the population because the
population is unknown. 100 students from Bangalore, have been chosen to conduct research.
Various inferences have been drawn based on the responses given by the sample w.r.t the
questionnaire.
Types of Sampling Involved
• Non Probability:
With non probability samples, we may or may not represent the population well, and it will often be
hard for us to know how well we've done so.
The sample size of 100 students of class 12th was taken in Bangalore and the exact number of
students studying in class 12th who use the study material can’t be determined.
• Judgmental:
The researcher chooses the sample based on who they think would be appropriate for the study.
This is used primarily when there are a limited number of people that have expertise in the area
being researched.
Sample Size 100
Sample Unit 2nd PUC Students studying in Bangalore.

2009
Limitations:
• Research was conducted within Bangalore.
• The sample size is 100.
• The opinions expressed by the respondents may vary with time and may not be useful in future.
4.7 Research Methodology
Data Source
• Primary Data
• Secondary Data
Primary Data:
The data, which are collected first hand, either by the researcher or by some one else especially for
the purpose of study are known as Primary data. Primary data are original source from which the
researcher directly collects data have not been previously collected.
In the present study, data was collected using a structured questionnaire. The same questionnaire
was circulated among the entire sample size of 100 students in Bangalore.
Secondary data:

2009
The data was collected from internet and previous records of the industry and the organization.
Method of Collection
The data required was collected by survey based method.

Well-structured questionnaire comprising both open- ended and closed questions were designed for
the survey.
A pilot survey was conducted to ensure the accuracy of the designed questionnaire.
Necessary changes were made in the questionnaire and the edited version of the questionnaire was
given to the respondents.

2009
4.8 Data Analysis
1. Gender
Gender Frequency Percent

Male 57 57.0
Female 43 43.0
Total 100.
100
0
Table 6
gender
60
50
Frequency
40
30
20
10
0
male female
gender
Graph 1
Out of 100 students, 57 were male and 43 were female.

2009
2. Private Tuitions
Private tuitions Frequency Percent

Take private tuition
66 66.0
Do not take private tuition 34 34.0
Total 100 100.0
Table 7
tuition
60
Frequency
40
20
0
take private tuition do not take private tuition
tuition
Graph 2
Out of 100 respondents, 66 students take private tuitions and the rest 34 students don’t take private
tuitions.
3. Online Classes
2009
Online Classes Frequency Percent

take
18 18.0
do not take
82 82.0
Total 100 100.0
Table 8
onlineclasses
100
80
Frequency
60
40
20
0
take online classes do not take online classes
onlineclasses
Graph 3
Out of 100 respondents, only 18 students take online classes and the remaining 82 students don’t
take online classes.
4. Study Materials (Prioritization)
a. Text Books

2009
Priorities Frequency Percent

1.0 35 35.0
2.0 53 53.0
3.0 12 12.0
Total 100 100.0
Table 9
study materials_textbooks
60
50
40
Frequency
30
20
10
0
1.0 2.0 3.0
study materials_textbooks
Graph 4
Out of 100 students, the first priority to the text books have been given by 35 students, 2nd priority
by 53 students and the rest 12 have given third priority.
b. Question Banks
Mean Priorities Frequency Percent

2009
1.0 8 8.0
2.0 24 24.0
3.0 12 12.0
3.5 1 1.0
4.0 37 37.0
4.5 16 16.0
5.0 2 2.0
Total 100 100.0
Table 9
study materials_questionbanks
40
30
Frequency
20
10
0
1.0 2.0 3.0 3.5 4.0 4.5 5.0
study materials_questionbanks
Graph 4
Out of 100 students,8 students have given the question banks first priority,24 have given second
priority,12 have given third priority,1 gave mean priority of 3.5 out of 5,37 have given fourth
priority,16 gave mean priority of 4.5 out of 5 and finally 2 have given fifth priority.
c. Study guide

1.0 12 12.0

2009
2.0 6 6.0
3.0 10 10.0
3.5 1 1.0
4.0 53 53.0
45 14 14.0
5.0 4 4.0
Total 100 100.0
Table 10
study materials_studyguide
60
50
Frequency
40
30
20
10
0
1.0 2.0 3.0 3.5 4.0 4.5 5.0
study materials_studyguide
Graph 5
priority,14 gave mean priority of 4.5 out of 5 and finally 4 have given fifth priority to study guides.
d. Online Study material

1.0 11 11.0
2.0 9 9.0

2009
3.0 2 2.0
35 1 1.0
4.0 43 43.0
4.5 26 26.0
5.0 7 7.0
Total 100 100.0

Table 11
study materials_online study material
50
40
Frequency
30
20
10
0
1.0 2.0 3.0 3.5 4.0 4.5 5.0
study materials_online study material
Graph 6
Mean Priorities Frequency Percent e. Tuition Notes

1.0 34 34.0
2.0 7 7.0
3.0 12 12.0
3.5 1 1.0
Alliance Business Academy
4.0
Page 78
35 35.0
4.5 10 10.0
5.0 1 1.0
Total 100 100.0
2009
Table 12
study materials_tuition notes
40
30
Frequency
20
10
0
1.0 2.0 3.0 3.5 4.0 4.5 5.0
study materials_tuition notes
Graph 7
5. Hours of study after class
No of hours Frequency Percent

0 4 4.0
1.0 13 13.0
1.5 4 4.0

2009
2.0 21 21.0
2.5 5 5.0
3.0 32 32.0
3.5 4 4.0
4.0 4 4.0
4.5 2 2.0
5.0 11 11.0
Total 100 100.0
Table 13
hoursof studyafterclass
40
Frequency
30
20
10
0
.0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
hoursofstudyafterclass
Graph 8
Out of 100 students, 4students don’t study at all, after class, 13 students study for one hour, 4
students study for one and a half hours, 21 students study for two hours, 5 students study for two
and a half hours, 32 students study for three hours, 4 students study for three and a half hours, 4
students study for four hours, 2 students study for four and a half hours and 11 students study for
five hours.
6. Computer with Cd drive
Computer Frequency Percent
with CD drive 68 68.0

2009
do not have CD
drive 32 32.0
Total 100 100.0

Table 14
computer with cd drive
60
Frequency
40
20
0
have computer with CD drive do not have computer with CD drive
computer with cd drive
Graph 9
Out of 100 students, 68 have computers with Cd drive and the rest 32 don’t have computers with
Cd drive.
7. Plan to buy computer for academic purpose
Computer for academic purpose Frequency Percent

plan to buy
27 27.0

2009
do not plan to buy

73 73.0
Total 100 100.0

Table 15
plan to buy computer for academic purposes
80
60
Frequency
40
20
0
plan to buy computer for academic purposes do not plan to buy computer for academic
purposes
plan to buy computer for academic purposes
Graph 10
Out of 100 students, only 27 plan to buy computer for academic purpose and the rest 73 are not
willing to buy computer for academic purpose.
8. a Acceptance of study material i.e. a supplement of classroom teaching
Study material Frequency Percent

accept
89 89.0

2009
do not accept
11 11.0
Total 100 100.0
Table 16
acceptance of study material
100
80
Frequency
60
40
20
0
accept study material do not accept study material
acceptance of study material
Graph 11
Out of 100 students, 89 are ready to accept the study material and only 11 don’t want the study
material.
b. Time spent per day for the material
Time in hours Frequency Percent

2009
0 8 8.0
0.5 6 6.0
1.0 31 31.0
1.5 9 9.0
2.0 26 26.0
3.0 10 10.0
4.0 10 10.0
Total 100 100.0
Table 17
acceptance of study material_no of hours
30
Frequency
20
10
0
.0 .5 1.0 1.5 2.0 3.0 4.0
acceptance of study material_no of hours
Graph 12
Out of 100 students, 8 students can’t spare time for the material, 6 students can devote half an hour,
31 students read for one hour,9 students for one and a half hour,26 students for two hours and then
10 students each for four and five hours respectively.
9. Specific Feature in Study material (Prioritization)

a. Easy to understand

2009

1.0 58 58.0
2.0 33 33.0
3.0 3 3.0
3.5 4 4.0
4.5 2 2.0
Total 100 100.0
Table 18
specific feature_easy to understand
60
50
Frequency
40
30
20
10
0
1.0 2.0 3.0 3.5 4.5
specific feature_easy to understand
Graph 13
Out of 100 students,58 students have given the feature-easy to understand first priority,33 have
given it second priority,3 have given it third priority,4 gave mean priority of 3.5 and 2 gave mean
priority of 4.5 out of 5.
b.Flexible

1.0 9 9.0

2009
2.0 10 10.0
3.0 22 22.0
3.5 16 16.0
4.0 32 32.0
4.5 9 9.0
5.0 1 1.0
To
100 100.0
tal
Table 19
specificfeature_flexible
40
30
Frequency
20
10
0
1.0 2.0 3.0 3.5 4.0 4.5 5.0
specificfeature_flexible
Graph 14
Out of 100 students,9 students have given flexibility first priority,10 have given it second
priority,22 gave third priority,16 gave mean priority of 3.5 out of 5,32 have given it fourth
priority,9 gave mean priority of 4.5 out of 5 and only one student has given it last priority.
c. As per syllabus

2009
1.0 29 29.0
2.0 39 39.0
3.0 6 6.0
3.5 11 11.0
4.0 7 7.0
4.5 8 8.0
Total 100 100.0
Table 20
specific feature_as per syllabus
40
30
Frequency
20
10
0
1.0 2.0 3.0 3.5 4.0 4.5
specific feature_as per syllabus
Graph 15
Out of 100 students,29 students have given the feature, as per syllabus first priority,39 gave
second priority,6 gave third priority,11 gave mean priority of 3.5 out of 5,7 have given it fourth
priority,8 gave mean priority of 4.5 out of 5 and only one student has given it last priority.
d. Value addition

2009
Mean priority Frequency Percent

1.0 4 4.0
2.0 3 3.0
3.0 23 23.0
3.5 16 16.0
4.0 40 40.0
4.5 14 14.0
Total 100 100.0
Table 21
specific feature_value addition
40
30
Frequency
20
10
0
1.0 2.0 3.0 3.5 4.0 4.5
specific feature_value addition
Graph 16
Out of 100 students,4 students have given it first priority,3 students gave second priority,23
students gave third priority,16 students gave mean priority of 3.5 out of 5,40 students have given
it fourth priority,14 students gave mean priority of 4.5 out of 5 and only one student has given it last
priority.
e. Others

2009
Mean priority Frequency Percent

3.5 16 16.0
4.0 32 32.0
4.5 33 33.0
5.0 19 19.0
Total 100 100.0
Table 22
specific feature_others
40
30
Frequency
20
10
0
3.5 4.0 4.5 5.0
specific feature_others
Graph 17
Out of 100 students, 16 students gave mean priority of 3.5,32 students have prioritized it as 4, 33
students gave mean priority of 4.5 and 19 students gave mean priority of 5 to other specific
features.
10. Academic Year
Frequency Percent

2009
June-August 39 39.0
September-
November 28 28.0
December-
February 22 22.0
March-May 11 11.0
Total 100 100.0
Table 23
wheninacademicyear
40
30
Frequency
20
10
0
June-August September-November December-February March-May
wheninacademicyear
Graph 18
Out of 100 students, 39 students want the material between June-August, 28 students want it
between September-November,22 students want it between December-February and the rest 11
students want it between March-May.
11. Price
Frequency Percent
Rs1500-
Rs2000 33 33.0
Rs2000- 37 37.0

2009
Rs3000
Rs3000-
Rs4000 11 11.0
Rs4000-
Rs.5000 11 11.0
Rs5000+
8 8.0
Total 100 100.0
Table 24
reasonableprice
40
30
Frequency
20
10
0
Rs1500-Rs2000 Rs2000-Rs3000 Rs3000-Rs4000 Rs4000-Rs.5000 Rs5000+
reasonableprice
Graph 19
Out of 100 students, 33 students have opted for the price range Rs1500-Rs2000, 37 students have
opted for the price range Rs2000-Rs3000, 11 students have opted for the price range Rs3000-
Rs4000, 11 students have opted for the price range Rs4000-Rs5000 and 8 students have opted for
price of Rs5000 and above.
12. Mode of study material
Frequency Percent
print 57 57.0

2009
CD 28 28.0
online 15 15.0
Total 100 100.0
Table 25
mode of study material
60
50
Frequency
40
30
20
10
0
print CD online
Graph 20
Out of 100 students, 57 have opted for print material, 28 have opted for Cd’s and rest 15 have opted
for online material.
1. Gender * when in academic year
gender when in academic year Total

September- December-
June-August November February March-May
male Count 21 16 15 5 57
% within
36.8% 28.1% 26.3% 8.8% 100.0%
gender

2009
% within
when in
academic 53.8% 57.1% 68.2% 45.5% 57.0%
year
female Count
18 12 7 6 43
% within
gender 41.9% 27.9% 16.3% 14.0% 100.0%
% within
when in
academic 46.2% 42.9% 31.8% 54.5% 43.0%
year
Tot Count
39 28 22 11 100
al
% within
gender 39.0% 28.0% 22.0% 11.0% 100.0%
% within
when in
100.0% 100.0% 100.0% 100.0% 100.0%
academic
year
Table 26
BarChart
25
wheninacademicyear
June-August
Septem ber-
Novem ber
20 Decem ber-February
M arch-May
Count
15
10
0
male female
gender
Graph 21
2. Gender * reasonable price
reasonable price Total

Rs1500- Rs2000- Rs3000- Rs4000- Rs5000
gender Rs2000 Rs3000 Rs4000 Rs.5000 +
male Count 17 23 5 8 4 57
% within gender
29.8% 40.4% 8.8% 14.0% 7.0% 100.0%

2009
% within
reasonable price 51.5% 62.2% 45.5% 72.7% 50.0% 57.0%
female Count 16 14 6 3 4 43
% within gender
37.2% 32.6% 14.0% 7.0% 9.3% 100.0%
% within
reasonable price 48.5% 37.8% 54.5% 27.3% 50.0% 43.0%
total Count 33 37 11 11 8 100

% within gender
33.0% 37.0% 11.0% 11.0% 8.0% 100.0%
% within
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
reasonable price
Table 27
Bar Chart
25
reasonableprice
Rs1500-Rs2000
Rs2000-Rs3000
Rs3000-Rs4000
20
Rs4000-Rs.5000
Rs5000+
Count
15
10
0
male female
gender
Graph 22
3 Gender * mode of study material
gender mode of study material Total

C
print D online
male Count 38 11 8 57

2009
% within gender
66.7% 19.3% 14.0% 100.0%
% within mode
of study material 66.7% 39.3% 53.3% 57.0%
female Count 19 17 7 43
% within gender
44.2% 39.5% 16.3% 100.0%
% within mode
To Count
57 28 15 100
t
% within gender
57.0% 28.0% 15.0% 100.0%
% within mode
Table 28
Bar Chart
40
print
CD
online
30
Count
20
10
0
male female
gender
Graph 23
4. Tuition * when in academic year
when in academic year Total

June- September- December- March-
August November February May
take private tuition
tuition Count 21 19 18 8 66
% within tuition 31.8% 28.8% 27.3% 12.1% 100.0%

2009
% within when in
academic year 53.8% 67.9% 81.8% 72.7% 66.0%
do not take private
18 9 4 3 34
tuition Count
52.9% 26.5% 11.8% 8.8% 100.0%
% within tuition
% within when in
academic year 46.2% 32.1% 18.2% 27.3% 34.0%
39 28 22 11 100
Total Count
39.0% 28.0% 22.0% 11.0% 100.0%
% within tuition
% within when in 100.0% 100.0% 100.0% 100.0% 100.0%

academic year
Table 29
BarChart
25
wheninacadem icyear
June-August
Septem ber-
Novem ber
20 Decem ber-February
M arch-M ay
Count
15
10
0
takeprivatetuition donot takeprivatetuition
tuition
Graph 24
5. Tuition *Reasonable price

2009
Tuition reasonable price Total

Rs1500- Rs2000- Rs3000- Rs4000- Rs500
Rs2000 Rs3000 Rs4000 Rs.5000 0+
take private Count
18 27 5 9 7 66
tuition
% within tuition 100.0
27.3% 40.9% 7.6% 13.6% 10.6%
%
% within reasonable
54.5% 73.0% 45.5% 81.8% 87.5% 66.0%
price
do not take Count
15 10 6 2 1 34
private tuition
44.1% 29.4% 17.6% 5.9% 2.9%
%
% within reasonable
45.5% 27.0% 54.5% 18.2% 12.5% 34.0%
price
Total Count 33 37 11 11 8 100
33.0% 37.0% 11.0% 11.0% 8.0%
%
% within reasonable 100.0 100.0
100.0% 100.0% 100.0% 100.0%
price % %
Table 30

2009
Bar Chart
30
reasonableprice
Rs1500-Rs2000
Rs2000-Rs3000
25 Rs3000-Rs4000
Rs4000-Rs.5000
Rs5000+
20
Count
15
10
0
takeprivatetuition donot takeprivatetuition
tuition
Graph 25

2009
6 Tuition * mode of study material

Tuition print CD online Total
take private tuition Count 37 15 14 66
% within tuition 56.1% 22.7% 21.2% 100.0%
% within mode of
study material 64.9% 53.6% 93.3% 66.0%
do not take private tuition Count 20 13 1 34

% within tuition 58.8% 38.2% 2.9% 100.0%
% within mode of
study material 35.1% 46.4% 6.7% 34.0%
Total Count 57 28 15 100

% within tuition 57.0% 28.0% 15.0% 100.0%
% within mode of
study material 100.0% 100.0% 100.0% 100.0%
Table 31
Bar Chart
40
print
CD
online
30
Count
20
10
0
take private tuition do not take private tuition
tuition
Graph 26

2009
7 Online classes * mode of study material

online classes mode of study material Total
print CD online
take online classes Count 4 4 10 18
% within online classes 22.2% 22.2% 55.6% 100.0%
% within mode of study
material 7.0% 14.3% 66.7% 18.0%
do not take online Count
53 24 5 82
classes
material 93.0% 85.7% 33.3% 82.0%
Total Count 57 28 15 100
material 100.0% 100.0% 100.0% 100.0%
Table 32
Bar Chart
60
print
CD
50 online
40
Count
30
20
10
0
take online classes do not take online classes
online classes
Graph 27

2009
4.9 Findings
1. Female students want the study material very early, during the beginning of the academic year
whereas the male students want the material six months after beginning of the academic year.
2. Majority of the male students have quoted the price range of Rs2000-Rs3000 as reasonable for
the material whereas the major population of female students have opted for the price range of
Rs1500-Rs2000.
3. Majority of the students, both male and female have opted more for the study material in the
print form.
4. Majority of the tuition goers have opted for a price range of Rs2000-Rs3000 and amongst the
non-goers, majority have opted for the starting price range i.e. Rs1500-Rs2000.
5. Majority of the students taking online classes prefer the study material to be in online form and
the rest who don’t take online classes, majority of them prefer print material.
6. Majority of the students belonging to both the groups, tuition goers and non-goers have opted
for the study material early in the beginning of the academic year i.e.; June-August.
7. Among both, those who take private tuitions and don’t take tuitions, print material is the
popular mode of study material.

2009
4.10 Recommendations
1. The price of the study material has to be fixed within Rs3000 as many respondents have opted
for the price range below Rs3000.
2. The study material has to be in the print form as most respondents have opted for it.
3. The study material has to brought into the market, in the beginning of academic year i.e. June-
August.
4. Not many students take online classes and hence there is no need for the study material to be in
online form.
5. The study material has to be easy to understand and also as per the syllabus, no other value
addition feature is needed.
6. The content has to be planned in such a manner so that it can be completed well in time by
students as most respondents have mentioned that they can spend only an hour for the material.

2009
BIBLIOGRAPHY
• Advertising Without an Agency by Kathy.J.Kobliski
• Advertising & Integrated Brand Promotion by Thomas O’Guinn
• Advertising,Promotion &Supplemental Aspect of Integrated Marketing

Communication by Terrence A Shimp
• www.ic244advertising.com
• www.scribd.com
• www.iaaglobal.org

2009
Annexure

2009
Questionnaire
1. Do you take any private tuition?
• Yes
• No
2. Do you take any online classes?
• Yes
• No
3. What are the study materials that you use? (Prioritize, in case choose more than one
option)
• Text book
• Question bank
• Guides
• Online study material
• Tuition notes
• Others (specify)
4. How many hours do you study in a day after class hours?
5. Do you have a computer with CD drive?
• Yes

2009
• No
6. Do you plan to buy a computer for academic purpose?
• Yes
• No
7. Would you accept a study material which is a supplement of classroom teaching?
• Yes (if yes, how many hours in a day can u devote for the material?)
• No
8. Is there any specific feature that you would want the material to have?
• Easy to understand
• Flexible
• As per syllabus
• Value addition
• Other ( please specify)
9. When in an academic year do you think a product of this sort would help you the most?
• June – August

2009
• September – November
• December – February
• March –May
10. What do you think would be a reasonable price for the material?
• Rs 1500–Rs 2000
• Rs 2000–Rs 3000
• Rs 3000–Rs 4000
• Rs 4000–Rs 5000
• Rs5000 and above
11. Which mode would you prefer to have the study material in the form of?
• Print material
• Compact discs
• Online
• Others (Specify)

2009

2009

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2009

INDUSTRIAL TRAINING REPORT

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INDUSTRIAL TRAINING REPORT

CONSUMERS AREN'T STUPID: THEY MAKE THEIR OWN DECISIONS ABOUT

PURCHASES. ADVERTISING JUST PROVIDES EXTRA INFORMATION TO

HELP THEM MAKE AN INFORMED CHOICE

Advertising is a form of communication whose purpose is to inform potential customers about

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• Increasing the sales of the product/service.

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INDUSTRIAL TRAINING REPORT

Definition: One definition of advertising is: "Advertising is the nonpersonal communication of

• Advertising is a form of communication that typically attempts to persuade potential customers to

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• A message from vendor/manufacturer to consumer

Advertising, as an effective medium, uses a variety of techniques to create effective advertisements.

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1.2 Types of advertising

Print Advertising – Newspapers, Magazines, Brochures, Fliers

Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

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INDUSTRIAL TRAINING REPORT

Broadcast advertising – Television, Radio and the Internet

Covert Advertising – Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is

Surrogate Advertising – Advertising Indirectly

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Public Service Advertising – Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective

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Mobile billboard advertising

MEDIUM ADVANTAGES LIMITATIONS

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Newspapers Flexibility; timeliness; good Short life; poor reproduction

Television Combines sight, sound and High absolute cost, high

Radio Mass use, high geographical and Audio presentation only;

Table1 showing Pros and Cons of different mediums

1.3 The features of advertising

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1.4 Significance of advertising

• Helps in Creation of demand for new products

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• Helpful in getting efficient, experienced and effective middlemen

• Increases the rate of turnover of stock.

• Provides knowledge of new products

• Makes the introduction of new products easy

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• Establish good and permanent contact with the customers

• Creates more employment opportunities

1.5 Functions of advertising

• To differentiate the product from their competitors

1. Differentiate the product from their competitors:

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