Advertising Networth

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    TABLE OF CONTENTS

    S.NO. TITLE PAGE NOABSTRACT 1

    LIST OF TABLES

    LIST OF FIGURES1 INTRODUCTION

    1.1 OUT LINE OF THE PROJECT 2

    1.2 NEED OF THE STUDY 4

    1.3 SCOPE OF THE STUDY 5

    1.4 OBJECTIVE OF THE STUDY 6

    1.5 RESEARCH METHODOLOGY 71.5.1 RESEARCH DESIGN 7

    1.5.2 DATA COLLECTION METHODS 8

    1.5.3 RESEARCH INSTRUMENTS 9

    1.5.4 SAMPLING 9

    1.5.5 STATISTICAL TOOLS 10

    1.6 LIMITATION OF THE STUDY 13

    1.7 CHAPTERIZATION 14

    1.8 LITERATURE REVIEW 15

    1.8.1 COMPANY PROFILE20

    1.8.2 PRODUCT PROFILE 34

    2. DATA ANALYSIS AND

    INTERPRETATION

    2.1 PERCENTAGE ANALYSIS 42

    2.1 GRAPHICAL ANALYSIS 42

    2.2 STATISTICAL ANALYSIS 76

    2.2.1 WEIGHTED AVERAGE 76

    2.2.2 CHI-SQUARE 79

    3. SUMMARY AND CONCLUSION

    3.1 FINDINGS 82

    3.2 SUGGESTIONS 87

    3.3 CONCLUSIONS 88

    APPENDIX 89

    REFERENCES 94

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    CHAPTER I:INTRODUCTION:

    Advertising has always been criticized. The critics are very skeptical about themanipulative effect of advertising; that it can control the minds of the audience

    and can drive them to a particular way of thinking. However, there is another

    group who disagrees. It believes that advertising truly reflects a culture. People of

    this group believe that:

    You can tell the ideals of a nation by its advertisements

    (Norman Douglas)

    Thus, if one wants to have a true picture of a nation, their ads should be viewed,

    i.e., the ads reflect the culture. The following text is an attempt to solve this

    controversy.

    To find out whether advertising reflects the trends or creates them, a

    representative sample of about 150 respondents was taken. The respondents

    belonged to youth of age group 18-25. Their responses were recorded on a self-

    administered questionnaire.

    The results are, however, not completely in any sides favor. The respondents

    have agreed that advertising has more benefits than drawbacks. They further agree

    that advertising has the driving power to make the audience act in a particular

    way, and spend in a particular pattern, i.e. advertising does have manipulative

    power. Thus, the ads that we view do have impact on the viewers. One particular

    thing that is note worthy is the type of ads that respondents like. The initial results

    might not clearly be on any one side, but in this regard, the results show that

    irrelevant, obscene, and ads that do not conform to our culture have no space in

    the audiences diary of likeable ads.

    Thus, a safe conclusion would be that the line cannot be drawn whether the

    advertising is inherently good or bad. It does have impact, either positive or

    negative, it does reflect our culture. The need of the hour is to channel the

    energies of ads to constructive impact.

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    Advertising

    When Semenik (2002, 10) defines advertising, he does so in a very concise

    fashion: A paid, mass mediated attempt to persuade A more elaborate definition

    of advertising states:

    Advertising is the structured and composed, non personal communication of

    information, usually paid for and usually persuasive in nature, about products

    (goods, services, and ideas) by identified sponsors, through various mass media.

    Arens (2002, 7)

    This detailed definition has several terms asking for an explanation, that wont go

    unattended.First, there is structured and composed, which means that the

    advertising follows a definite pattern and that all the areas in an advertisement are

    organized. Not only organized, they are all coordinated towards a common goal.

    Selling can be done in two ways: Personal, where the seller and the buyer interact

    face-to-face, together at the same place; Non-personal, which doesnt require a

    face-to-face contact between the buyer and the seller. Advertising is non-personal

    way of communication because both the parties are not present face-to-face

    together, at the same time. Rather, advertisements use mass media which is

    directed at a larger audience.

    Communication is defined by Sharma and Singh (2006, 10) as a mean by which

    a person can pass information, ideas or feelings to another through speech or

    pictures. We communicate through our five senses. But in the world of

    advertising, only two senses are required; Sound and Sight. Sound means words

    that are uttered. They can be used in a variety of media to create a theatre of the

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    mind, where the audience can imagine themselves, enjoying the advertised

    product. Sight is the visual display of the advertised product. A picture is still

    worth a thousand words and no matter how many words are used, some details

    will be left out that are visible at a glance, Sharma and Singh (2006,

    12)Information is knowledge, facts, or views. However, the information can be

    complete or incomplete, biased or unbiased. The commonly held concept is that

    advertisers present incomplete and biased information that favor the advertisers.

    And, thinking from the advertisers point of view, it is quite logical. No advertiser

    would want the audience to know the harmful aspects of its product, at any cost.

    This is also discussed in the conclusions and recommendations section.The media

    charges the advertisers for the time and space it provides to the advertisers, thus

    advertising is always paid for, except for the Public Service AnnounPaintss

    (PSAs) that are shown free of cost and the cost is borne by the media.

    Being Persuasive in nature is the basic idea of advertising. All the pain that is

    taken to make an ad is only to differentiate the product from that of the

    competitors so as to convince people to act in the desired way.

    Advertising can be about product, service, or ideas. As already explained, the

    product comes in tangible goods, while the other two are intangible. When Honda

    advertises its automobiles, its a product, when it mentions the sales and after

    sales services, that is service, and finally when it advertises about the benefits of

    wearing seat belts while driving, thats an idea.

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    What is the advertising all about? Its all about getting people to know about the

    company, to identify the sponsor. Without this, the advertiser is likely to be less

    successful.

    Mass Media are used to reach the target audience. Mass media used can be of

    various kinds depending on the target audience and the desired result. The most

    commonly used media are TV, radio, newspaper, magazines, billboards. Since

    innovation is taking place everywhere, the advertisers have also found innovative

    ways to advertise. Interactive advertising, sky-writing, air balloons, and electronic

    hoardings are some of the recent innovations.

    1.2.1 Classification of Advertising:

    It depends on the marketing strategy of the company which type of advertising it

    wants to adopt. But generally the advertising is classified in the following heads:

    By Target audience:

    Just as marketing mix is directed towards a target market, advertising strategies

    are directed towards a target audience. It includes:

    Consumer advertising:

    Consumers are people who buy a product for their own personal consumption.

    Most of the advertisements that we see daily belong to this category. Nestle and

    Unilever products, Honda cars, Nokia cell phones are all consumer products.

    Business advertising:

    This advertising is targeted to audience who buy the product for all purposes other

    than personal or family satisfaction. It is further classified as:

    Trade advertising: advertising aimed at the intermediaries of the channel of

    distribution, i.e. the wholesalers and the retailers.

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    Professional advertising: advertising aimed at specific professions that require

    specific needs to be fulfilled, like lawyers, doctors, engineers.

    Agriculture advertising: directed at agri-business, and includes mainly

    agricultural input/products. Pakistani media shows a lot of ads for this category.

    Commonly seen ads are Engro and FFC fertilizers, tractors, and other

    insecticides and pesticides.

    Industrial advertising: these ads are directed at the manufacturers of other

    products, as machineries, spark plugs etc.

    By Geographic area:

    Geography determines the type of advertising the company will devise. It

    includes:

    Local (retail) advertising:

    When local stores inform the local audience about the availability of products or

    for making any other announPaints, its called local advertising. For example, R-

    Sheen, orServis, orWadud Sons announcing a Sale.

    Regional advertising:

    When a product that is sold in a specific region is advertised, it will be called as

    regional advertising. For example Punjab has many specialties that are not

    available in other provinces of Pakistan.

    National advertising:

    In this type of advertising, the products are advertised throughout the country. For

    example, any new model of Honda or Toyota is advertised nationally in Pakistan.

    International advertising:

    It can also be called Global Advertising. A product available globally with no

    or minimum v