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13361323 Role of Advertising in Brand Communication Through Television Media

13361323 Role of Advertising in Brand Communication Through Television Media

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Published by a4u.akash

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Published by: a4u.akash on Apr 06, 2010
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02/10/2011

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SUMMER INTERNSHIP REPORT
ON
“Role of advertising in brand communication throughtelevision media”
Submitted in partial fulfilment of the requirements for the award of the degree of 
Master in Business Administration
SUBMITTED BY:
Sumantra Ray-A0102207185MBA (M&S) 2007-2009
UNDER THE GUIDANCE OF
Mr. R. R. GHATAK Mrs. PUNEETA VADEHRA NEGIAMITY BUSINESS SCHOOL AUUP MANAGER, AD SALES,MCCS.
AMITY UNIVERSITY UTTAR PRADESH(
Established under Amity University Uttar Pradesh Act 2005)Sponsored by Ritnand Balved Education Foundation
 
2
 
EXECUTIVE SUMMARY
The project deals with finding the effectiveness of the television advertising for different product categories targeted at different consumer segments. The client or the companyhas some vision in mind when they think of advertising for a new product or an existingone or for brand promotion. It starts with "what" the client wants to advertise and "why".The understanding of the "why" gives leads as to "how" it is supposed to go about thecampaign. The company has to weigh the benefits from advertising against the costincurred in way of advertisements. Being able to reach the precise target audience is not just a function of the distribution channels or the pricing of the goods or services; it isadvertising that communicates everything to the consumer. Therefore arises the need toanalyze how ad-budgets are allocated to different types of media [print, television, radio,internet etc] based on the product or brand and the target audience.The project intends to find what factors might govern the brand communication, theaudience behavioural patterns which point towards innovations needed in televisionadvertising, effectiveness of television advertising compared to other mediums and asecondary objective , which was to find how a news webpage of “star news” would fareif it is created. Since the major competitors of star news have news website it is evenmore essential to assess the opportunities in this as it would provide an additional platform for advertising.3

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