CHAPTER I INTRODUCTION

SALES PROMOTIONAL ACTIVITIES

Promotion is true that products are manufactured to satisfy the needs of the consumers.. But alone is not enough. Today the responsibility of the manufacturers does not cease with physical production whatever may be the nature of the product. The present day marketers are consumer oriented where it is the duty of the manufacturers to know from where, when, how and what price the products would be available. Successful marketing consists in offering the right product of the right price of the right place (and time) with right promotion. In course of time, various activities came into vogue designed particularly to help easy sale of goods. These activities commonly known as promotional Mix. The marketing communication Mix also called as the Promotion Mix consists of four major tools. 1. Advertising. 2. Sales Promotion 3. Publicity 4. Personal Selling MARKETING COMMUNICATION PROCESS: Generally marketing communication is undertaken to pass on the message of a product or sale to the ultimate consumers. Thus, there are three elements in this process. IMPORTANCE OF ADVERTISING: The purpose of advertising is motivating but to sell something a product, a service or an AIRTEL. The real objective of advertising is effective communication between producers and consumers. In other words the ultimate purpose all advertising is Increased awareness list of the following specific objectives of advertising. To make on immediate AIRTEL To build primary demand To introduce a price deal To inform about a products availability To increase market share To help salesman by building on awareness of a product among retailers To increase the frequency use of a product. To build overall company image To build brand recognition 2

NEED FOR THE STUDY

Consumer satisfaction is the most important objective for any manufacturing concern to successfully market its products. Airtel has from gradually and would want to take a stock of the satisfaction level of consumers and define areas where possible improvement may be made. The research work has been therefore selected in this area. The company which produces products doesnt give life to sustain in competition without sales of products. So sales are important function of the manufacturing company to get profits. Through sales only wealth maximization if possible. Advertising are also one of the important functions in marketing. Through Advertising only one company can sell its products. Here the distribution channels contain the dealers. Who are very near to the customers and act as middlemen between the organizations. So there is a need to study sales and distribute on strategies. Advertising system includes Advertising channels. Which are sets of independent organizations involves in the process of making a product (or) a service available for the consumption. Advertising network is necessary for smooth flow of goods.

SCOPE OF THE STUDY The study aims to measure satisfaction level of the dealers regarding Bharti Airtel Limited. The area within which the study was conducted regarding the information the primary data is collected in the form of questionnaire collected from the dealers in Rangareddy district. To sum up the project had within the scope of the study in the area of EFFECTIVENESS of SALES and Advertising of Bharti Airtel Limited in Rangareddy district for a particular time period.

OBJECTIVES OF THE STUDY

To know the customer opinion about tariff rates of Airtel (Sales). To know the brand loyalty of Airtel. To know the influencing factors of Airtel (Service of Airtel). To know the market share of the Airtel. To know the sources of awareness for the customers. To know the customer satisfaction on network of Airtel. To know the satisfaction on Services Provided by Airtel. To know the satisfaction of customers on Recharge and Top up cards when

compare to other competitors.

RESEARCH METHODOLOGY
One of the important tools for conducting marketing researching is the availability of necessary and useful data. Data collection is more of an than science the methods of marketing research are in a way the methods of data collection. The sources of information fall under two categories. Internal sources: Every company has to keep certain records such as accounts, records, reports, etc., these records provide sample information which can organizations usually keeps collecting in its working. External sources: When internal records are insufficient and required information is not available, the organizations will have to depend on external sources. The external sources of data are: Primary data: Primary data are data gathered for a specific purpose or for a specific research report. For systematically collecting the data the closed end questionnaire is used. The questionnaire consists of questions relating to various aspects of the study for proper data collection the questionnaire is divided into 2 sections. Both the sections are meant for the respondent only. Secondary data: Secondary data are data that are collected for another purpose and already exist somewhere. Data pertaining to company is collected from company web site company catalogues and magazines. The company profile gives a detailed report of history various products manufacture by its etc.

METHOD OF RESEARCH
SURVEY METHOD: A survey is a complete operation, which requires some technical knowledge survey methods are mostly personal in character. Surveys are best suited forgetting primary data. The researcher obtains information from the respondents by interviewing them. SAMPLING: It is not always necessary to collect data from whole universe. A small representative sample may serve the purpose. A sample means a small group should be emanative cross section and really representative in character. This selection process is called sampling. SAMPLE SIZE: Samples are devices for learning about large masses by observing a few individuals. The selected sample is 100.

Sampling plan: 1. SAMPLING UNIT -The business people, professionals are survived

2. SAMPLING PROCEDURE - Stratified random sampling method is chosen. The data collected from both the primary and secondary sources is tabulated and presented in a systematic from prior to classification and interpretation. METHOD OF SAMPLING RANDOM SAMPLING METHOD The method adopted here is random sampling method. A random sample is one where each item in the universe has as equal chance of known opportunity of being selected.

RESEARCH INSTRUMENT QUESTIONNAIRE: A Questionnaire is carefully completed logical sequence of question directed to a define objective. It is the out line of what information is required and the framework on which the data is built upon. Questionnaire is son commonly used in securing market information that its preparation deserves utmost skill and care.

FORMS OF QUESTIONS OPEN ENDED QUESTIONS: They are descriptive in nature. Respondents are allowed to answer in their own words. Such questions buying the actual opinion of the respondent r Regarding a product.

CLOSED ENDED QUESTIONS: They are not descriptive in nature. They will be given certain choices and the respondents have to choose choice among them. They make analysis easy but sometimes they restrict the respondents choices.

TYPES OF CLOSED ENDED QUESTIONS: DICHOTAMS: MULTIPLE CHOICE: RATING SCALE: excellent. a question offering two answers choice. a question offering three choices. a scale that rates some attributes from poor to

LIMITATIONS
1. Time is the main limitation for the study, as project was restricted only for 45 days. 2. The methods used in this project are random sampling methods and results obtained may not be accurately fully accurate and believable. 3. The research has been centered to only one hundred Customers of Airtel, rather than innumerable Customers dealing with different products of different brands across the globe. 4. The analysis is purely based on closed ended questions and due their deliberate manipulation, important information may be lost and even barriers of communication would cause a limitation. 5. 6. The whole project research was confined to only customers of Airtel The research was done with the help of employees of the organization for some of the dealers and their barriers of communication or way to represent the topic would differ and actual information would be lost. 7. The dealers responded during the survey were possessing primary education and their views would not be able to provide the required information.

CHAPTER-II COMPANY PROFILE

History Telecom in the real sense means transfer of information between two distant points in space. The popular meaning of telecom always involves electrical signals and nowadays people exclude postal or any other raw telecommunication methods from its meaning. Therefore, the history of Indian telecom can be started with the introduction of telegraph. Introduction of telegraph The postal and telecom sectors had a slow and uneasy start in India. In 1850, the first experimental electric telegraph Line was started between Kolkata and Diamond Harbor. In 1851, it was opened for the British East India Company. The Posts and Telegraphs department occupied a small corner of the Public Works Department, at that time. Construction of 4,000 miles (6,400 km) of telegraph lines connecting Kolkata (Calcutta) and Peshawar in the north along with Agra, Mumbai (Bombay) through Sindwa Ghats, and Chennai in the south, as well as Ootacamund and Bangalore was started in November 1853. Dr. William O'Shaughnessy, who pioneered telegraph and telephone in India, belonged to the Public Works Department. He tried his level best for the development of telecom throughout this period. A separate department was opened in 1854 when telegraph facilities were opened to the public. Introduction of the telephone In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The Anglo-Indian Telephone Company Ltd. approached the Government of India to establish telephone exchanges in India. The permission was refused on the grounds that the establishment of telephones was a Government monopoly and that the Government itself would undertake the work. By 1881, the Government changed its earlier decision and a licence was granted to the Oriental Telephone Company Limited of England for opening telephone exchanges at Kolkata, Mumbai, Chennai (Madras) and Ahmedabad. 28 January 1882, is a Red Letter Day in the history of telephone in India. On this day Major E. Baring, Member of the Governor General of India's Council declared open the Telephone Exchange in Kolkata, Chennai and Mumbai. The exchange at Kolkata named "Central Exchange" was opened at third floor of the building at 7, Council House Street. The Central Telephone Exchange had 93 number of subscribers. Bombay also witnessed the opening of Telephone Exchange in 1882. 10 Further developments

1902 - First wireless telegraph station established between Saugor Islands and Sandheads. 1907 - First Central Battery of telephones introduced in Kanpur. 1913-1914 - First Automatic Exchange installed in Shimla. 23 July 1927 - Radio-telegraph system between the UK and India, with beam stations at Khadki and Daund, inaugurated by Lord Irwin by exchanging greetings with the King of England.

1933 - Radiotelephone system inaugurated between the UK and India. 1953 - 12 channel carrier system introduced. 1960 - First subscriber trunk dialing route commissioned between Kanpur and Lucknow. 1975 - First PCM system commissioned between Mumbai City and Andheri telephone exchanges. 1976 - First digital microwave junction introduced. 1979 - First optical fibre system for local junction commissioned at Pune. 1980 - First satellite earth station for domestic communications established at Secunderabad, A.P.. 1983 - First analog Stored Program Control exchange for trunk lines commissioned at Mumbai. 1984 - C-DOT established for indigenous development and production of digital exchanges. 1985 - First mobile telephone service started on non-commercial basis in Delhi.

While all the major cities and towns in the country were linked with telephones during the British period, the total number of telephones in 1948 was only around 80,000. Even after independence, growth was extremely slow. The telephone was a status symbol rather than being an instrument of utility. The number of telephones grew leisurely to 980,000 in 1971, 2.15 million in 1981 and 5.07 million in 1991, the year economic reforms were initiated in the country. While certain innovative steps were taken from time to time, as for example introduction of the telex service in Mumbai in 1953 and commissioning of the first [subscriber trunk dialing] route between Delhi and Kanpur in 1960, the first waves of change were set going by Sam Pitroda in the eighties. He brought in a whiff of fresh air. The real transformation in scenario came with the announcement of the National Telecom Policy in 1994. 11 Emergence as a major player

In 1975, the Department of Telecom (DoT) was separated from P&T. DoT was responsible for telecom services in entire country until 1985 when Mahanagar Telephone Nigam Limited (MTNL) was carved out of DoT to run the telecom services of Delhi and Mumbai. In 1990s the telecom sector was opened up by the Government for private investment as a part of Liberalisation-Privatization-Globalization policy. Therefore, it became necessary to separate the Government's policy wing from its operations wing. The Government of India corporatised the operations wing of DoT on 1 October 2000 and named it as Bharat Sanchar Nigam Limited (BSNL). Many private operators, such as Reliance Communications, Tata Indicom, Vodafone, Loop Mobile, Airtel, Idea etc., successfully entered the high potential Indian telecom market. Telephone On landlines, intra circle calls are considered local calls while inter circle are considered long distance calls. Currently Government is working to integrate the whole country in one telecom circle. For long distance calls, you dial the area code prefixed with a zero (e.g. For calling Delhi, you would dial 011-XXXX XXXX). For international calls, you would dial "00" and the country code+area code+number. The country code for India is 91. Until recently, only the PSU's BSNL and MTNL were allowed to provide Basic Phone Service through copper wires in India. MTNL is operating in Delhi and Mumbai only and all other parts are covered by BSNL. However private operators have now entered the fray, although their focus is largely on the cellular business which is growing rapidly. Telephony Subscribers (Wireless and Landline): 862.21 million (Dec 2011) Cellphones: 725.15 million (Dec 2011) Land Lines: 67.06 million (Dec 2011) Broad Band Subscription: 9.83 million (Dec 2011) Monthly Cellphone Addition: 24.20 million (Dec 2011) Teledensity: 47.89% (Dec 2011) Projected teledensity: 893 million, 64.69% of population by 2011. Wireless telephones 12

The Mobile telecommunications system in India is the second largest in the world and it was thrown open to private players in the 1990s. The country is divided into multiple zones, called circles (roughly along state boundaries). Government and several private players run local and long distance telephone services. Competition has caused prices to drop and calls across India are one of the cheapest in the world. The rates are supposed to go down further with new measures to be taken by the Information Ministry. The mobile service has seen phenomenal growth since 2000. In September 2004, the number of mobile phone connections have crossed fixed-line connections. India primarily follows the GSM mobile system, in the 900 MHz band. Recent operators also operate in the 1800 MHz band. The dominant players are Airtel, Reliance Infocomm, Vodafone, Idea cellular and BSNL/MTNL. There are many smaller players, with operations in only a few states. International roaming agreements exist between most operators and many foreign carriers. The breakup of wireless subscriber base in India as of December 2009 is given below Operator Bharti Airtel Reliance Communications Vodafone Essar BSNL Idea Cellular Tata Teleservices Aircel MTNL MTS India Loop Mobile India Uninor All India Subscriber base 118,864,031 93,795,613 91,401,959 62,861,214 57,611,872 57,329,449 31,023,997 4,875,913 3,042,741 2,649,730 1,208,130 525,147,922

The list of ten states (including the metros Mumbai, Kolkata and Chennai in their respective states) with largest subscriber base as of September 2011 is given below State Maharashtra Uttar Pradesh Tamil Nadu Andhra Pradesh West Bengal Karnataka Subscriber base 58,789,949 57,033,513 45,449,460 37,126,048 32,540,049 28,867,734 Wireless density'" 51.96 26.32 63.66 42.58 34.28 46.76

13

Rajasthan Gujarat Bihar Madhya Pradesh All India

27,742,395 27,475,585 27,434,896 24,923,739 471,726,205

39.09 45.49 25.04 33.09 37.71

Wireless density was calculated using projected population of states from the natural growth rates of 1991-2001 and population of 2009 census. Landlines Landline service in India is primarily run by BSNL/MTNL and Reliance Infocomm though there are several other private players too, such as Touchtel and Tata Teleservices. Landlines are facing stiff competition from mobile telephones. The competition has forced the landline services to become more efficient. The landline network quality has improved and landline connections are now usually available on demand, even in high density urban areas. The breakup of wire line subscriber base in India as of September 2011 is given below

Subscriber base BSNL 28,446,969 MTNL 3,514,454 Bharti Airtel 2,928,254 Reliance Communications 1,152,237 Tata Teleservices 1,003,261 All India 37,306,334 The list of eight states with largest subscriber base as of September 2011 is State Maharashtra Tamil Nadu Kerala Uttar Pradesh Karnataka Delhi West Bengal Andhra Pradesh Subscriber base 5,996,912 3,620,729 3,534,211 2,803,049 2,751,296 2,632,225 2,490,253 2,477,755

Operator

14

COMPANY PROFILE

15

bharti airtel limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. The company offers mobile voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long distance services to carriers. bharti airtel has been ranked among the six best performing technology companies in the world by business week. bharti airtel had 200 million customers across its operations. bharti airtel had 200 million customers across its operations. Highlights Bharti Airtel to Observe Silent period from December 31, 2011 Airtel Mobitude 2011 reveals data traffic trends on mobile devices in India Friends on Airtel can now use Gifting Services and Call Me Back SMS alerts Bharti Airtel recognized for the delivery of best network services with customer focus at Telecom Centre of Excellence Awards 2011 Airtel Mobitude 2011 captures preferences of over 170 million plus mobile users Airtel introduces Indias first free mobile access to Twitter Airtel comes to you from Bharti Airtel Limited, one of Asias leading integrated telecom services providers with operations in India, Sri Lanka and Bangladesh. Bharti Airtel since its inception has been at the forefront of technology and has pioneered several innovations in the telecom sector. 16

The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in 95 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos. Highlights Bharti Airtel and Apple to Bring iPhone 3GS to India Indias first mobile application store Airtel App Central - clocks over 2.5 million downloads in just 30 days Dow Jones and Bharti Airtel Partner for Launch of The Wall Street Journal India Mobile Airtel Broadband - official Broadband Sponsor of Cricket on YouTube Bharti Airtel makes its Media & Entertainment debut launches Digital Media Business Bharti Airtel Completes Deployment of the Bangalore Traffic Police Enforcement Automation System on BlackBerry Smartphones Our Brand Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven to seize the day with an ambition to become the most globally admired telecom service. Airtel, in just ten years of operations, rose to the pinnacle to achievement and continues to lead. As India's leading telecommunications company Airtel brand has played the role as a major catalyst in India's reforms, contributing to its economic resurgence. Today we touch peoples lives with our Mobile services, Telemedia services, to connecting India's leading 1000+ corporate. We also connect Indians living in USA, UK and Canada with our call home service. Our Vision & promise By 2011 Airtel will be the most admired brand in India: Loved by more customers Targeted by top talent Benchmarked by more businesses 17

We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more

Airtel comes to you from Bharti Airtel Limited, one of Asias leading integrated telecom services providers with operations in India, Sri Lanka and Bangladesh. Bharti Airtel since its inception, has been at the forefront of technology and has pioneered several innovations in the telecom sector. The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in 95 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos. Highlights Bharti Airtel and Apple to Bring iPhone 3GS to India Indias first mobile application store Airtel App Central - clocks over 2.5 million downloads in just 30 days Dow Jones and Bharti Airtel Partner for Launch of The Wall Street Journal India Mobile Airtel Broadband - official Broadband Sponsor of Cricket on YouTube Bharti Airtel makes its Media & Entertainment debut launches Digital Media Business Bharti Airtel Completes Deployment of the Bangalore Traffic Police Enforcement Automation System on BlackBerry Smartphones We are one of Asias leading providers of telecommunication services with presence in all the 22 licensed jurisdictions (also known as Telecom Circles) in India, and in Srilanka. We served an aggregate of 113,439,670 customers as of September 30, 2011; of whom 110,511,416 subscribe to our GSM services and 2,928,254 use our Telemedia Services either for voice and/or broadband access delivered through DSL. We are the largest wireless service provider in the country, based on the number of customers as of September 30, 2011. We offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. We also offer DTH and IPTV Services. All these services are rendered under a unified brand Airtel. 18

The company also deploys, owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive infrastructure services in India. Partners Network Equipment Network Equipment Telemedia & Long Distance Services Nokia Siemens, Ericsson, Huawei Nokia Siemens, Wipro, Cisco, Alcatel Lucent, ECI, Tellabs IBM IBM Daksh, Hinduja TMT, Call Centre Operations Equity Partner {Strategic} Teleperformance, Mphasis, Firstsource & Aegis Singtel

Information Technology

Factsheet At-a-glance guide to Bharti Airtel Organization Structure Organisation chart depicting the Senior Management positions Shareholding Structure Details on the latest shareholding structure and major shareholders.

Awards & Recognitions Laurels recognising Bharti's consistent efforts. Bharti Airtel and Apple to Bring iPhone 3GS to India

Indias first mobile application store Airtel App Central - clocks over 2.5 million downloads in just 30 days Dow Jones and Bharti Airtel Partner for Launch of The Wall Street Journal India Mobile Airtel Broadband - official Broadband Sponsor of Cricket on YouTube Bharti Airtel makes its Media & Entertainment debut launches Digital Media Business Bharti Airtel Completes Deployment of the Bangalore Traffic Police Enforcement Automation System on BlackBerry Smartphones Factsheet Name Bharti Airtel Limited. 19

Business Description

Provides GSM mobile services in all the 22 telecom circles in India, and was the first private operator to have an all India presence. Provides telemedia services (fixed line and broadband services through DSL) in 95 cities in India.

Established Proportionate Revenue Proportionate EBITDA Shares in Issue Listings Market Capitalisation Customer Base Operational Network

July 07, 1995, as a Public Limited Company Rs. 369,615 million (year ended March 31, 2011-Audited) Rs. 113,715 million (year ended March 31, 2010 - Audited) As per US GAAP Accounts Rs. 151,678 million (year ended March 31, 2011 - Audited) Rs. 113,715 million (year ended March 31, 2010 - Audited) As per US GAAP Accounts 3,796,951,980 as at Dec 31, 2011 The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE)

118,864,031 GSM mobile and 2,988,545 Telemedia Customers (status as on Dec 31, 2011) Provides GSM mobile services in all the 22 telecom circles in India, and was the first private operator to have an all India presence. Provides telemedia services (fixed line) in 95 cities in India.

Registered Office

Bharti Airtel Limited (A Bharti Enterprise) Bharti Crescent, 1 Nelson Mandela Road, Vasant Kunj Phase II New Delhi - 110 070 Tel. No.: +91 11 4666 6100 Fax No.: +91 11 4666 6411

Organization Structure As an outcome of a restructuring exercise conducted within the company; a new integrated organizational structure has emerged; with realigned roles, responsibilities and reporting relationships of Bhartis key team players. With effect from March 01, 2006, this unified management structure of 'One Airtel' will enable continued improvement in the delivery of the Groups strategic vision. 20

Bharti Airtel - Organization Structure

Management Profiles Sunil Bharti Mittal Sanjay Kapoor Atul Bindal Jyoti Pawar Joachim Horn Krishnamurthy Shankar Amrita Gangotra Sunil Bharti Mittal is the Founder, Chairman and Group CEO of Bharti Enterprises, one of Indias leading business groups with interests in telecom, financial services, retail, realty, manufacturing and agriculture. Sunil started his career at 18 after graduating from Punjab University in India in 1976 and founded Bharti. Today, at 52, he heads a successful enterprise which employs over 30,000 people. Bharti Airtel, the flagship group company, has a market capitalization of approximately US$ 25 billion. Sunil has been recognized with the Padma Bhushan, one of Indias highest civilian awards. 21 He has also received the Lal Bahadur Shastri National Award for Excellence in Public Manoj Kohli David Nishball K Srinivas Shamini Ramalingam S. Asokan Srikanth Balachander

Administration, Academics and Management for 2009. He is a past President of the Confederation of Indian Industry, the premier industry body in India (2010-11). Sunil has been awarded numerous awards and recognitions including the Global Economy Prize 2009 by The Kiel Institute, Germany. The US-India Business Council has also honored him with the Global Vision Award 2008. He has received the GSM Association Chairman's Award for 2008. Sunil was Co-chairman of the World Economic Forum in 2007 at Davos and is a member of its International Business Council. He is a member of the Leadership Council of The Climate Group. He is also a member of the Board of Trustees of the Carnegie Endowment for International Peace. He is a member of several premier international bodies International Advisory Committee to the NYSE Euronext Board of Directors, the International Business Advisory Council of London and the Advisory Board of the Global Economic Symposium. Sunil is also on the Telecom Board of the International Telecommunication Union, the leading UN Agency for Information and Communication Technology. He is also a member of the Indo-US CEOs Forum. He serves as a member of the Executive Board of the Indian School of Business. He is also a member of the Academy of Distinguished Entrepreneurs, Babson College, Wellesley, Massachusetts. Sunil believes a responsible corporate has a duty to give back to the community in which it operates. This belief has resulted in Bharti Foundation, which is committed to providing education to under-privileged children in rural India. Sunil has been conferred with the degree of Doctor of Laws (Honoris Causa) by the University of Leeds, UK and the degree of Doctor of Science (Honoris Causa) by the Govind Ballabh Pant University of Agriculture & Technology. He is an alumnus of Harvard Business School, USA. He is an Honorary Fellow of The Institution of Electronics and Telecommunication Engineers. AWARDS: for the year 2010 - 2011 airtel has won the Most Preferred Cellular Service Provider Brand award at the CNBC Awaaz Consumer Awards in Mumbai. This is 6th year 22

in a row that airtel has won the award in this category. This year, the awards were based on an exhaustive consumer survey done by The Nielsen Company. Over 3,000 consumers, spanning 19 cities and 16 states in India, rated brands across different categories to choose brands which delivered true value for money. bharti airtel has received the prestigious Businessworld-FICCI-SEDF Corporate Social Responsibility Awards 2009-2010. The FICCI Socio Economic Development Foundation (FICCI-SEDF) and Businessworld CSR award was instituted in 1999 to recognize exemplary responsible business practices by the Indian Industry. For the Year 2008 2009 Voted Indias most innovative company in a survey conducted by The Wall Street Journal in 2008 Winner of the Gallup Great Workplace Award- Gallup Consulting, 2008 2nd Most Trusted Service Brand - Annual Economic Times-Brand Equity, Most Trusted Brands survey 2008 Best Content Service Award for its Farmer Information Dissemination Platform for Bharti Airtels joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World Communications Awards 2008 Best Project Management Award for its Gujarat e-GRAM project World Communications Awards 2008 Best Telecom Company at the NDTV Profit Business Leadership Awards

23

CHAPTER III REVIEW OF LITERATURE

24

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Noncommercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. In 2010, spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide . Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.

History
Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an 25 ancient advertising form, which is present to this day in many parts of Asia, Africa, and

South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content. As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mailorder advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established a predecessor to advertising agencies in Boston. Around the same time, in France, CharlesLouis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia. At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight 26 during the creative process. In fact, the first American advertising to use a sexual sell was

created by a woman for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch". In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show. This practice was carried over to television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons to be used only noncommercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission. However, the U.S. Congress did require commercial broadcasters to operate in the "public interest, convenience, and necessity".[6] Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service and National Public Radio. In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the showup to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. 27

The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. The Volkswagen ad campaignfeaturing such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car)ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this period. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a byproduct or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada. Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent.[7] A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message.Guerrilla advertising is becoming increasing more 28 popular with a lot of companies. This type of advertising is unpredictable and innovative,

which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook.

Public service advertising

The advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interestit is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives. In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service advertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation's largest developer of PSA campaigns on behalf of government agencies and nonprofit organizations, including the longest-running PSA campaign, Smokey Bear.

Marketing mix
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The marketing mix has been the key concept to advertising. The marketing mix was suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of four basic elements called the four Ps Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product.

Advertising theory

Hierarchy of effects model

It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. The actual purchase

Means-End Theory

This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

Leverage Points

It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.

Verbal and Visual Images

Types of advertising
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Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

Digital advertising
Television advertising / Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2011). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible. Infomercials: An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" combining the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Radio advertising 31

Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Product placements Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.

Physical advertising
Press advertising Press advertising describes advertising in a printed medium such as a newspaper, 32 magazine, or trade journal. This encompasses everything from media with a very

broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper. Billboard advertising: Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies. In-store advertising In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of 33

advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.[citation needed] Street advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti and 3d pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces. Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana.

Sales promotions
Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action.

Media and advertising approaches

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Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the medium. Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets. Another successful use of digital signage is in hospitality locations such as restaurants. and malls. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail spam". Spam has been a problem for email users for many years. Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda). Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost. As the mobile phone became a new mass media in 1998 when the first paid downloadable 35 content appeared on mobile phones in Finland, it was only a matter of time until mobile

advertising followed, also first launched in Finland in 2000. By 2011 the value of mobile advertising had reached $4.2 billion and providers such as Admob delivered billions of mobile ads. More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 3D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 3D barcodes. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a new promotion concept, "ARvertising", advertising on Augmented Reality technology

Current trends
Rise in new media
With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace. 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. In the last 36 three quarters of 2011 mobile and internet advertising grew by 28.1% and 11.2%

respectively. Older media advertising saw declines: 10.1% (TV), 11.7% (radio), 14.8% (magazines) and 18.7% (newspapers ).

Niche marketing
Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.

Crowdsourcing
The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial. Chevrolet held a similar competition for their Tahoe line of SUVs. Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2010 and 2011 Super Bowl. The resulting ads were among the mostwatched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about". 37

This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hersheys, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate wordof-mouth. However, it remains controversial, as the long-term impact on the advertising industry is still unclear.

Global advertising
Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the companys speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel. Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad that contributes to its success is how economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by any other market.

Foreign public messaging

Foreign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While 38 advertising foreign destinations and services may stem from the typical goal of increasing

revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People's Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions.

Diversification
In the realm of advertising agencies, continued industry diversification has seen observers note that big global clients don't need big global agencies any more. This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world".

New technology
The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, many advertisers have opted for product placement on TV shows like Survivor.

Advertising education
Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in the emphasis. A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is 39 the student-run advertising agency, where advertising students create campaigns for real

companies. Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns.

Criticisms
While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.

Regulation
In the US many communities believe that many forms of outdoor advertising blight the public realm. As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside. Cities such as So Paulo have introduced an outright ban with London also having specific legislation to control unlawful displays. There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television tobacco advertising imposed in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite. Greeces regulations are of a similar nature, banning advertisements for children's toys between 7 am and 10 pm and a total ban on advertisement for war toys". In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets children was an important factor in the epidemic of childhood obesity in the United 40 States.

In New Zealand, South Africa, Canada, and many European countries, the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK. In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of 2,500 per offence. All of the major outdoor billboard companies in the UK have convictions of this nature. Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws (e.g. printing English words in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English in French advertising). The advertisement of controversial products such as cigarettes and condoms are subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements.

Advertising research
Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaignspre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types. IMPORTANCE OF ADVERTISING: The purpose of advertising is motivating but to sell something a product, a service 41 or an AIRTEL. The real objective of advertising is effective communication between

producers and consumers. In other words the ultimate purpose all advertising is Increased awareness list of the following specific objectives of advertising. To make on immediate AIRTEL To build primary demand To introduce a price deal To inform about a products availability To increase market share To help salesman by building on awareness of a product among retailers To increase the frequency use of a product. To build overall company image To build brand recognition

PERSONAL SELLING
The process of selling is ensured by personal selling supposed by advertising and sales promotion. Of these three methods personal selling occupies the predominant role mainly because of the personal element involves. It may be described as a personal source rendered to the community in connection with marketing of goods. It is a marketing process with which consumers are personally persuaded to by goods and services offered by a manufacturer. The most powerful element in the promotional mix is salesman ship, is not something very new. Even centuraries ago salesman ship was practiced in Greece and Rome. According to Peter Drucker Cyrus Mecornie was the first man to use modern technique of selling.

Features:
1. 2. 3. 4. It helps to establish a cordial and obiding relationship between the organization and its customers. It is a creative art. It creats wants a new. It is a science, in the sense that One human mind influences another human mind. Personal selling imparts knowledge and technical assistance to the consumers.

SALES PROMOTION
Promotion includes all those functions, which have to do with the marketing of a product all other activities designed to increase and expand the market. But it is clearly 42

distinguished from advertising and personal selling, through basic aim or all the three is one and the same viz., to increase the volume of sales. Sales Promotion : Contests, Games Sweep stakes, Lotteries Premiums Sampling Fairs and Trade shows Exhibs Demonstrators Couponing Rebates Low interest Financing Entertainment Trade in allowances Trade stamps Sales promotion in a specific sense, refers to those sales activities that supplement both personal selling and advertising and co-ordinationate them and help to make them effective, such as displays, shows and expositions, demonstrations and other non recurrent selling efforts not in the ordinary routine. In a general sense the sales promotion includes personal selling, advertising and supplementary selling activities. Evaluation of Sales Promotion: Two decades ago, there was no agreement among the marketing people that there was a separate sales promotion function. In those days, promotion was a share- run to gain a short run good. The importance of sales promotion is modern marketing has increased mainly an account of its ability in promoting sales and preparing the ground for future expansion. The main objective of sales promotion is to attract the prospective buyer towards the product. PUBLICITY 43

The publicity is derived as Any form of commercially significant news about a product, and institution, a service, or a person published I a space or radio i.e. not paid for by the sponsor. In short advertisement is paid form of publicity. It is to be noted here that though the terms ADVERTISING AND Publicity or differences in the field of marketing, both are used interchangeably. The media are broadly classified into direct indirect. Direct method of advertising refers to such methods used by the advertiser with which he could established a direct contact with the prospects. Most of the media are indirect in nature EX: Free Publicity, cinema, etc. Press Publicity : This remains the most popular method of publicity to day. News papers and magazines have become a part of cultural and political life of the people. Now press publicity takes two forms. (a) (b) (a) News Papers Magazines New papers : The abbreviation for news papers is North. East, West, South past and present event report. News papers are bought largely for their news value. As such they are appropriate for announcing new products and new development of existing products. Because of their frequency of publication, they are also well suited to opportunity makers, the various advantages may be summed up as follows : They reach nook and corner, so their coverage is high. High frequency enables speedy preparation and publcation of advertisement. News papers offer a lot of flexibility. According to the convenience and necessity of the advertises the shape and size of advertisement could be changed. Advertising in news papers is a cheap method of advertising from the company point of view. The news papers advertising sponsor four kinds of advertising Classified advertisement EX : House for sale etc., General advertisement

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Teaser advertisement News type advertisement

(b)

Magazines : Another media under press publicity is magazines, and journals. They also offer good facility because magazines are read leisurely when the reader mentally prepared to receive the advertisement. Magazines are periodicals (periodicals of publication is regular) but different from news papers in two respects. One is that it pre-selects, its readership through the nature its content: as mentioned above they are read leisurely magazines, as a group may be subdivided from the point of view of advertisers as follows: Kinds of out-door publicity: Rural Advertising: It refers to posters which are often posted on walls. The size of such poster would be big and might contain pictures etc. It is often found in cinema advertising. Advertisement boards : These advertisement or posters but are kept at certain fixed places especially at points. Where people frequently assemble bus stages, railway stations etc., and Big hoardings will be placed at various road sides with various offers using stars such as Sachin Ramesh Tendulkar and Sharuk Khan who are the Brand Ambassadors for Airtel with various adds.

Vehicular Advertising : This refers to moving advertisements. These advertisements on moving vehicle such as buses and railway trains offer examples of this. This type of advertising has such a very large circulation and is considered to be very effective.

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CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

46

ANALYSIS
THE TYPES OF CONSUMERS WHO USE AIRTEL CONNECTI0N

FACTORS EMPLOYEES BUSINESS PERSONNEL PROFESSION STUDENTS TOTAL

NO.OF RESPONDENTS 15 26 3 6 50

PERCENTAGE 30% 52% 6% 12% 100%

According to my survey, it can be seen from the above table that indicates Employees 15 (30%), Business Personnel 26 (52%), Profession 3 (6%) and Students 6 (12%), are preferring to purchase AIRTEL.

BAR GRAPH REPRESENTING THE TYPES OF CONSUMERS OF AIRTEL CONNECTION

30 25 20 15 10 5 0 Employees

26

15

6 3 30% 52% 6%
Profession Students

12%

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Business

NO.OF RESPONDENTS

PERCENTAGE

Influencing factors to purchase of AIRTEL

FACTORS FRIENDS ADVERTISEMENTS GOODWILL/FAME PERSONAL CHOICE TOTAL

NO.OF RESPONDENTS 11 10 14 15 50

PERCENTAGE 22% 20% 28% 30% 100%

The above table reflects that the customers of airtel are influenced by Friends 11 (22%), Advertisements 10 (20%), Goodwill/Fame 14 (28%), Personal Choice 15 (30%) to purchase Airtel connection.

Blue Pie Graph representing influencing factors to purchase of AIRTEL

48

NO.OF RESPONDENTS
11 15

10

14 FRIENDS ADVERTISEMENTS GOODWILL/FAME PERSONAL CHOICE

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The following table indicates the level of satisfaction of consumers towards the purchase of AIRTEL.

ATTRIBUTES VERY GOOD GOOD AVERAGE SATISFACTORY TOTAL

NO.OF RESPONDENTS 5 20 19 6 50

PERCENTAGE 10% 40% 38% 12% 100%

PIE EXPLOSION GRAPH REPRESENTING THE LEVEL OF SATISFACTION OF CONSUMERS IN VIEW OF PRICE

50

25 20 15 10 5 0 5 10%
VERY GOOD

20

19

6 40%
GOOD

38%
AVERAGE

12%
SATISFACTORY

NO.OF RESPONDENTS

PERCENTAGE

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The following table indicates the level of satisfaction of consumers

towards the purchase of AIRTEL.

Attributes Very Good Good Average Not Satisfied Total

No. of Respondents 10 21 16 3 50

Percentage 20% 42% 32% 6% 100%

THE FLOATING GRAPH REPRESENTING SERVICES OF AIRTEL TO THE CONSUMERS

25

21
20

16
15 10 5

10

20%
0 Very Good

42%
Good

32%
Average

6%

Not Satisfied

No. of Respondents

Percentage

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Type of Promotional Activity towards To Purchasing Airtel

FACTORS Advertisement Publicity Sales Promotion Word of Mouth TOTAL

NO.OF RESPONDENTS 11 10 14 15 50

PERCENTAGE 22% 20% 28% 30% 100%

As per my survey, the above table reflects that advertisements 11 (22%), publicity 10 (20%), sales promotion 14 (28%), word of mouth 15 (30%) are the factors influencing to purchase of AIRTEL.

Blue Pie Graph representing influencing factors to purchase of AIRTEL

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NO.OF RESPONDENTS

15

11

10 14

The Connection that Most Prefer By Advertisements

Attributes Reliance Airtel Idea Vodafone Total No. of Respondents 9 21 10 10 50 Percentage 18% 42% 20% 20% 100%

THE FLOATING GRAPH REPRESENTING THE CONNECTION THAT MOST PREFER BY ADVERTISEMENTS

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25

21
20 15 10 5

9 42%
Airtel

10

10

18%
0 Reliance

20%
Idea

20%
Vodafone

PREPAID & POSTPAID CONNECTIONS OF AIRTEL

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According to my survey, it can be seen from the above table that indicates PREPAID 35 (70%), POSTPAID 15 (30%), prefer to purchase AIRTEL.

FACTORS PREPAID POSTPAID TOTAL

NO.OF RESPONDENTS 35 15 50

PERCENTAGE 70% 30% 100%

BAR GRAPH REPRESENTING PREPAID & POSTPAID CONNECTIONS OF AIRTEL

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SWOT ANALYSIS
STRENGTH
AIRTEL - CONCEPT, ATHOUGHT, A NOTION. AIRTEL IS ABOUT SIMPLE THOUGHTS THAT HAVE THE POWER TO ENHANCE LIFE The AIRTEL chitchat is rechargeable SIM card easily available across a host of dealer and retail outlets all over your city. The AIRTEL is like an ocean full of technology and information full of mobile

world.

It has good research and development will equipped with efficient work force. National and international roaming. AIRTEL is the leading cellular service provider, with a footprint, in 20 states

covering all four metros It has over Ten million satisfied customers. An AIRTEL network connects its user to the other network within seconds

compared to other networks. AIRTEL completes the formalities of the Government by fulfilling the statutory

requirements in taking the proof of the customer.

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WEAKNESS
An AIRTEL network is weak in rural places.

AIRTEL is stricter in govt. statutory proofs that should be made flexible to the

customer. places. Unlike the other operator (BSNL) billing pulse is 60 sec. Poor available of recharge coupons for the customer in the city and some other

Poor knowledge to the retailers about AIRTELs packages, schemes and

promotional activities.

OPPORTUNITIES
Huge sales can be expected if proper eye catching advertisements, promotional

activities are designed for new customers. By giving quick and proper services AIRTEL can become the No.1 operator in

India in cellular industry.

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THREATS
The product is at the growth stage of the company has to stay ahead of its

competitors and persuade the customer to prefer the product. Company personnel should be taken but it should be customer friendly, otherwise

the company may lose the sales. The company should give priority to the rural customers, so as get good business

otherwise, other

Operator may capture the market.

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CHAPTER V

FINDINGS SUGGESTIONS CONCLUSION BIBLIOGRAPHY

QUESTIONNAIRE

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FINDINGS
The companys advertisement is not fair and is not reaching to all people. The advertisement is difficult to understand. AIRTEL is not concentrating on the promotional activities for the customers and for

the retailers. AIRTEL is not giving gifts for the customers. The company is not concentrating on other types of advertising media. The package design is not communicative and eye catching, so package design and

color have to blend harmoniously to make the package communication effective. Network is not reaching to rural villages. Talk time is very less in Prepaid Cards. The company is not conducting road shows so as to get awareness in the public

about the product and services. Improve the marketing personnel and they should give full knowledge to the

customers and retailers. AIRTEL must improve their personnel selling direct contacting customers to give

awareness of their products.

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SUGGESTIONS
The company is not concentrating on other types of advertising media. The package design should be communicative and eye catching, so package design

and color have to blend harmoniously to make the package communication effective. Network should be expanding to rural villages. Talk time must be increased in Prepaid cards. Reduce the Tariff rates to increase the market share. The company should conduct road shows so as to get awareness in the public about

the product and services. Improve the marketing personnel and they should give full knowledge to the

customers and retailers. Airtel should Introduce Top Up cards from 10 rupees on wards to Increase more

sales.

The offers should be fairer and should also necessary to bring new SIIM cards with

fascinating offers. It will help full in Increasing of Sales if The Airtel brings cards for the different

groups of people such as, Students, Employees, Girls etc.,

CONCLUSION

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I, from project concluded that promotion of any service can be successfully executed by creating awareness through word of mouth and by maintaining the service according to Advertising and Sales Promotional Activities.

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QUESTIONNAIRE
1. 2. Name: Occupation: Employee 3. 4. Business Profession Student

Addresses for Communication: Monthly Income (or) Income Level 2000-4000 8000-12000 4000-8000 More than 12000

5. 6.

Are you the user of Mobile? Yes No Mobile Number: 7. If yes which connection you have? Airtel Reliance Others Idea Hutch

8.

If you have Airtel Connection, how are their services? Very god Good Average Not Satisfied

9.

Are you satisfied with Airtel pulse rate Yes No

10.

You are pre-paid customer (or) post paid customer? Prepaid Postpaid

11

If postpaid you are satisfied with Airtel rental plans? Yes No

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12.

Who influenced you to take Airtel connection? Advertisement Friends/Relatives Goodwill/Fame Personal Choice

13.

What type of promotional activity motivated you in purchasing Airtel? Advertisement Publicity Sales Promotion Word of Mouth

14.

Which of the connection that you most prefer by advertisements? Airtel Reliance Idea Hutch

15.

Specify your level of satisfaction with regards to your connection? Very Good Maintenance Price Performance After Sales Service Good Average Satisfactory

16.

Any Suggestions to improve the service provided by Airtel? .................................................................. .................................................................. ..................................................................

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BIBLIOGRAPHY

COMPANY PROFILE PRINCIPLES OF MARKETING MANAGEMENT MODERN MANAGEMENT NEWSPAPERS ----

----

www.bharati.com

----

PHILIP KOTLER R.S.N.PILLAI

----

THE HINDU THE ECONOMIC TIMES DECCAN CHRONICLE THE TIMES OF INDIA

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