Final Research Project

On

“NEW TRENDS IN ADVERTISING”

Submitted in partial fulfillment of MBA program

2008-10

Research Guide Submitted by

Mr. Abhishek Negi Sumit Chauhan

(Faculty of Management Studies) Roll No. 1400076

School of Business
Graphic Era University, Dehradun
May 2010

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CERTIFICATE

This is to certify that the project work done on “New Trends In Advertising“
Submitted to Faculty of Management, Graphic Era University, Dehradun by
Sumit Chauhan in partial fulfillment of the requirement for the award of Master of
Business Management, is a bonafide work carried out by him/her under my
supervision and guidance. This work has not been submitted anywhere else for
any other degree/diploma. The original work was carried during MBA 4th
Semester 2008-2010.

Date: Name of the guide

Mr. Abhishek Negi

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 DECLARATION

I, Sumit Chauhan, student of MBA (IB), IV Semester in Graphic Era University,

Dehradun, hereby declare that all the facts and information produced is this project is
based on my own study.

Date SUMIT CHAUHAN

MBA(IB) IV Sem.
Graphic Era
University

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 ACKNOWLEDGMENT
I would like to express my gratitude towards Mr. Abhishek Negi who
guided me throughout the project in “New trends in Advertising”. This
project helped me a lot in getting more knowledge and experience in the
field of advertising.

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Table of Contents

1) INTRODUCTION TO ADVERTISING
2) NEW TRENDS IN ADVERTISING
3) TYPES OF ADVERTISING
4) FESTURES OF A GOOD ADVERTISEMENT
5) MAKING AN CONSTRUCTIVE OR EFFECTIVE AD
6) IMPACT OF ADVERTISING
7) MEDIAS IN ADVERTISING
8) CELEBRITY ENDORSEMENT
9) LITERATURE REVIEW
10) RESEARCH METHODOLOGY
11) DATA ANALYSIS AND FINDINGS
12) QUESTIONARIE
13) FINDINGS
14) SUGGESTIONS
15) CONCLUSIONS

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EXECUTIVE SUMMARY

“ADVERTISING” as we all know is a very small word, but it means in today’s

competitive world. Advertising means giving a message to the consumers about a
particular product. If the message is properly understood and received by the consumers,
then only we can say that advertising done is worth something; otherwise it is just a waste
of resources.
Advertising is powerful medium of mass communication. It is useful for
communicating advertising message in an agreeable and agreeable manner. In the
communication process the message moves from the sender to the receiver i.e. from
seller to the buyer. The final result of advertising as a communication process is the
understanding of the message by the consumers.
The need and importance of advertising is increasing day by day. Advertising
helps us a lot in taking a proper decision about selecting a right product. As the
development is taking place rapidly, the competition is also increasing a lot, hence, the
demand for advertising is also increasing. All the companies want their product to be at
the top in the market. So the companies spend a lot on advertising, marketing and
promotion of their product. Companies spend crores of rupees on advertising.
The pattern of advertising in this globalised world is changing very fast. Few
factors which are responsible for the success of advertising is:
1) Celebrity Endorsements.
2) Creativity in Advertisement.
3) Innovative Advertisement.
4) Different Theme.

Now days the demand is for the creative advertising and in creative advertising
VODAFONE is the best, as it advertise its products in an extra ordinary way as compare
to other products. Advertising is really important and plays a vital role in increasing or
decreasing sale of company. There are few mediums of advertising which are:
Print, T.V., Radio, and Hoardings.

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 All these advertising mediums are different from each other and the company is the
one who selects the right medium for the right product. The medium selection is also
important process, as it is the integral part in making an ad.
Few companies which are excellent in advertising their product are:
1) Airtel
2) Cadbury
3) Vodafone
4) Virgin
5) Mc Donalds
These companies know what the customer wants and they advertise according to the
season, taste and liking of the consumers. They work according to the ongoing trend and
the current scenario of the market.
An advertisement should be very constructive and effective, than only the customers
will think about buying a product of the particular company. The advertisement should
leave an impact in the mind of the people and a positive impact. The impact of the
advertisement should be positive on all the consumers, the advertisements should create a
negative impact on anyone or any particular group of consumers may be children group,
youngsters, adult or old aged group. If the impact of advertisement on consumers will be
negative than it will directly affect the sale, reputation, goodwill and image of company
in the market and in the minds of the people.
Advertising has changed the life of the people, as they can select the best product
amongst all the others in the market. Among all the types of media’s broadcasting media
is the media which is used most by the companies which include television and radio
which are most effective and creates more impact on the consumers as compare to other
media’s. Above all the main purpose of the advertising is to create an impact on the
consumers, which is necessary for success of any advertisement and for the sale of that
particular product in the market.

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INTRODUCTION TO ADVERTISING

Advertising plays a very important role in the present highly competitive and
consumer-oriented marketing system. It is an essential supplement of modern large scale
production and marketing. Advertising is necessary for giving information to consumers
about the products, their features, uses and advantages. It is also useful for encouraging
consumers to purchase specific products and also for sales promotion. Advertising is
essential in the case of internal as well as global marketing. Similarly, it is necessary in
the case of all types of products- old, well established and new. Many companies spend
crores of rupees on advertising and publicity of their products. Advertising media such as
newspapers, magazines, radio and T.V. earn substantial portion of their revenue through
the advertisements. In the present business world, simply manufacturing superior quality
goods at lower costs is not adequate. The goods produced need to be presented to
potential buyers in an attractive manner so as to induce them to purchase by visiting retail
shops. Advertising as a tool of communication is getting popularity in recent years.
New techniques are being introduced to present the products in an agreeable manner to
consumers. Advertising touches the lives of the people belonging to different age groups-
from youngest to the oldest. Companies spent huge amounts to influence the preferences
and behavior patterns of consumers. Advertising as a subject under commerce discipline
has a long history.

However its form has changed considerably along with the expansion of business
activities and the technological developments in the media of advertising. However, the
basic objectives of advertising i.e. to provide information, to attract attention, to create
awareness and to influence buying behaviors’ of consumers have remained stable over
the long historical period. Advertising is a must not only in the business world but also in
all other aspects of life.

In today’s world advertising plays a very important and a vital role in selling and
marketing of any type of goods or product it maybe durable or non-durable, perishable or
non-perishable every product needs this effective power that is advertising for making

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their a successful one and for gaining a edge over the other competitive products in the
markets. Not only products but today even services are sold by taking the help of the
advertisements like banks, insurance companies etc. all need advertising to promote their
services. Advertising acts as an important marketing tool for presentation and promotion
of ideas, goods and services. As the competition is getting more and more tougher in the
market the products and services with similar target groups are spending more and more
on advertising to gain more profit share as compare to other products and services in the
market, hence the need of advertising is increasing day by day.

In brief, advertising is an effective method of communication. It gives

information to consumers about products and services and induces them to purchase.
Buyers are persuaded to continue to buy the product. This leads to sales promotion with
profit to the seller and satisfaction and welfare to consumers.
Advertising can be of any type it can be:

PRINT or HOARDINGS or VISUAL (T.V.) or RADIO

Example of a T.V. commercial of the Brand FEVICOL

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DEFINITION OF ADVERTISING:

The term advertising originates from the Latin word advertere which means “to turn the
mind towards”. The dictionary meaning of the term advertising is “to give public notices
or to announce publicity”. This suggests that advertising acts as a marketing vehicle and
is useful for drawing the attention of people towards a specific product/ service/
manufacturer. Advertising is an activity or a process while advertisement is a specific
piece of communication appearing in press, radio or TV.

According to the American Marketing Association advertising is defined as

“Any paid form of non –personal presentation and promotion of ideas, goods or services
by an identified sponsor”.

According to David Potter

“The only institution we have for instilling new needs, for training to act as consumer for
altering men’s values and thus for hastening their adjustment to potential abundance is
advertising.
This definition suggests that advertising is an institution which makes people aware of
their needs and makes them vigilant consumers. Advertising also provides better
understanding of life and brings their adjustment with potential abundance of goods and
services.

According to Dunn and Barbon

“Advertising is paid, non-personal communication through various media by business
firms, non-profit organizations and individuals who are in some way identified in the
advertising message and who hope to inform or persuade members of a particular
audience.”
This definition suggests that the advertiser identifies himself in the advertisement and the
purpose of advertising is to inform and to persuade people of a specific type.

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FEATURES OF ADVERTISING:

1. Advertising provides information:

The basic purpose of advertising is to provide information about products,
goods, services or ideas to perspective buyers. The details of products
such as features, uses, prices, benefits, other instructions to be followed
while using the product are given in the advertisements.

2. Advertising is a paid form of communication:

Advertising may be in any convenient form such as sign, symbol, slogan,
Illustration or message.

3. Advertising is a non-personal presentation:

Advertising is non-personal in character as against salesmanship which is
personal (face to face communication) in character. In Advertising, the
message is given to all and not to one specific individual.
e.g. T.V., radio, etc.

4. Advertising is an art, science and profession:

It is an art as it needs creativity for raising its effectiveness. It is treated as
science as it has its principles, rules, etc. Advertising is now treated as
profession with its professional bodies and code of conduct for members.

5. Creativity-the essence of Advertising:

Advertising is a method of presenting a product in an artistic, attractive
and agreeable manner. This is possible through the element of creativity
which is the essence of Advertising of the present period.

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 6. Advertising is for persuasion:
Advertising is not only for giving information but also for appealing
people to buy a specific product. It aims at persuasion of potential
customers.

7. Advertising is target oriented:

It is possible to make intensive Advertising by selecting a specific market
or specific segment of consumers for the purpose of Advertising. This
selection of specific market is called target market.

8. Advertising is an important element in marketing mix:

Advertising supports the sales promotion efforts of the manufacturer. It
can make positive contribution in sales promotion provided other elements
in the marketing mix are reasonably favorable.
Brand plays an important role in promoting the product or the company, let the
advertisement be the best if it won’t have a particular it won’t work out in the market.

ROLE OF BRAND:

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GROWTH OF ADVERTISING IN INDIA:

Advertising as we understand today has its origin in the early historical period. It
has made steady progress over centuries. Its need or importance is growing along with
the growth and expansion of business activities. Many significant changes have taken
place during the process of evolution of advertising.

Like other countries, advertising has a long history in India. However, advertising
was officially recognized as a medium of mass communication only in the 18th century.
The first newspaper “BENGAL GAZETTE” was published in India in 1780. By 1786,
there were four weekly newspapers and monthly magazines published in Calcutta.
Advertising on radio started in India in 1950’s. Advertising on radio proved to be a
powerful medium useful for creating new markets.

Commercial Broadcasting has informed and entertained people for more than 40
years. In 1928, two advertising agencies were started in India. They include the national
advertising service started by J.Jain and J.W. Tompson (Now HTA).

The importance of advertising started increasing only after the Second World
War. The Association of Advertising Agencies of India (AAAI) was established in 1945.
The Audit Bureau of Circulation (ABC) was started in 1948. T.V. started in India in
September 1959.

In addition to DD Metro now we also many other channels on television like Zee
T.V., STAR PLUS, COLORS, ETC. cable T.V. and many more such channels for
advertising purpose. Introduction of satellite T.V. has made a revolution in the
advertising field in India. The progress of advertising in terms of quality, creativity and
coverage is extremely fasten India since 1950 due to the introduction of new advertising
media. Ample of scope is available for advertising due to industrial growth.

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ACTIVE PARTICIPANTS IN ADVERTISING:

Advertising is a type of collective activity which needs the support and

participation of certain individuals or organizations. They are called active participants in
advertising. Such participants are called:
1) Advertisers
2) Advertising agency
3) Audience
4) Advertising media and finally
5) The government authorities

1) Advertisers:

Advertisers are the individuals/firms/organizations which desire to advertise their

products or services. They support the whole advertising process as they provide
finance by paying the advertising charges. They initiate entire advertising process.
It is the advertiser who takes broad decisions about advertising. He decides the

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 advertising budget, select the audience, media and agency for the purpose of
advertising. He is the key participant in the entire advertising activity.

2) Advertising agencies:

An advertiser can implement his advertising plan directly through his own
sales or advertising department or may transfer the entire responsibility of
advertising to a specialized professional agency called advertising agency.
These agencies provide expert services to their clients that is advertisers.
They prepare advertising plan and execute them the same on behalf of
their client. An advertiser can transfer his botheration about advertising to
such advertising agency. Such agencies charge commission of 15% from
media owners on the media bills. Such agencies offer benefit of their skills
and experience to their clients. HTA, Lintas mudra, Everest, O and M are
some leading advertising agencies operating in India.

3) Audience:

Advertising is for giving message about goods or services to readers,

viewers or listeners. They constitute the audience. It is for their
information and guidance that advertisements are given. An advertiser
desires to cover his target audience/market for promoting sales. Efforts are
also made to make advertisements attractive and agreeable to the
audience. Moreover, waste in advertising is possible when the advertising
message is not received or accepted by audience.

4) Advertising Media :

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 Advertising media act as a connecting link between the advertiser and the
audience. The media act as a channel of communication for giving
message to two or more media for advertising purpose. Newspaper,
magazine, radio and T.V. are some popular advertising media and are used
extensively by advertisers. In India T.V. advertising is popular but is
equally costly. The advertising agency guides their clients in the selection
of convenient advertising media that is media planning.

5) Government Authorities:

Government authorities act as a one important participant in the

advertising field. Government acts as a supervisory authority in the field
of advertising. It makes rules and regulations as regards that use of media
for advertising purpose. Some advertising media such as radio and T.V.
operate directly under the control of central government.

New Trends in Advertising

The trends in advertising are changing over time. The competition is going tough day by
day. So marketers are trying to find out more effective ways to reach the target audience.
But if you notice carefully you will understand that the changes have not occurred
suddenly. There is a continuous growth in advertising trends with the passing time. While
some old trends have been modified some new trends have evolved.

So let's take a look at the advertising trends of this year.

The old advertising trends indicate a very simple equation i.e. more people = more sale.
In the previous years the marketers were concerned about reaching more target audience.
According to the market trend of the earlier days the marketers equate more customers
with more business. But this had been an outdated policy for 2009.

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As the advertising trend reports of 2009 show marketers are concentrating on customer
satisfaction these days. Instead of attracting more customers they are interested in
retaining their existing customers. This differs from the earlier market trends. The
marketers are working hard to offer better customer satisfaction. They are focusing on the
niche because being focused can earn them better return on investment.

Marketers are no more concentrating on a single medium. They are exploring various
avenues to reach their target market. Online marketing is gaining more popularity day by
day. Social networks as well as social media promotion are getting more prominence. In
fact the marketers are looking for more personalized ways to reach the consumers. They
have started preferring one to one solution instead of the same solution for all.

In addition to this the advertising trends of 2009 you will see more emphasis on quality
than on quantity. Rather than mass production the salespersons will focus on quality
production because people are becoming more conscious about what they buy. If the
quality is not good they will never buy it again.

This is the reason that even the smallest company is trying to develop brand loyalty.
Brand loyalty is not only indicated through repeat purchase. If a marketer can
successfully develop brand loyalty the customers are sure to do word-of-mouth
promotion for that company. They will even be less sensitive towards price change if
they know that the money is worth the product. So marketers are putting a lot of effort to
reduce the cost per customer.

Another interesting trend you can notice this year is green marketing. It has gained
popularity in 2008 and it will hold even a stronger position this year. More and more
companies are investing in green marketing because this is no more a fancy trend. People
have started believing in it. So the companies are trying to produce environment friendly
product or offer environment friendly services.

The business owners have realized the necessity of taking action to save the earth and
performing their social responsibility. Therefore most of the companies are running Go

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Green campaign. This has affected all the areas of the market but specially food, skin
care products, cars, baby products etc.

According to the advertising trend reports marketers are not only trying to satisfy the
customers with quality products or concentrating on their sale but at the same time
playing a great role to save the environment.

Advertising Trends: Audience Tracking

The movement to digital convergence provides marketers with the basic resources needed
to monitor users’ activity, namely, digital data. Any media outlet that relies on computer
technology to manage the flow of information does so using electronic signals that
eventually form computer data. In simple form, electronic data is represented by either an
"on" or "off" electronic signal. In computer language this is further represented by two
numbers "0" and "1" and, consequently, is known as digital information. All digital
information can be stored and later evaluated. For media outlets delivering information in
digital form, the potential exists for greater tracking and matching this with information
about the person receiving the digital data. And tracking does not stop with what is
delivered; it also works with information being sent from the customer. For instance, as
we noted earlier, by clicking on their television screen viewers will soon be able to
instantly receive information about products they saw while watching a television show.
This activity can be tracked then used in future marketing efforts.

While media convergence offers marketers more options for tracking response to
advertisements, such activity also raises ethical and legal concerns. Many consumers are
not pleased to learn their activities are being monitored when they engage a media outlet.
Yet consider the following examples of how marketers are tracking users:

• Television Viewing – As we noted, the advent of digitally delivered television

allows cable, telephone and satellite providers to track user activity through the
set-top boxes connected to a subscriber’s television. Future innovation will make

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 the user television experience even more interactive and, consequently, open to
even more tracking.
• Television recording – The days of television videotape recording are quickly
coming to an end, replaced by recording using computer technology. A digital
video recorder (DVR), such as TiVo, can track users recording habits and, based
on a viewer’s past activity, make suggestions for programs they may want to
record. Additionally, advertising services can program the DVR to insert special
advertisements within a program targeted to a particular viewer.
• Internet Spyware – Downloading entertainment from the Internet, such as games,
video and software, may contain a hidden surprise – spyware. Spyware is a
special program that runs in the background of a user’s computer and regularly
forwards information over the Internet to the spyware’s company. In some cases
spyware keeps track of websites the user has visited. The information is then used
to gain an understanding of the user’s interests, which then results in delivery of
special ads when a user visits a certain site.

Advertising Trends: Ad Skipping and Blocking

As noted above, television recording devices offer marketers tremendous insight into
viewers’ habits and behavior. Yet from the consumer side, the DVR is changing how
people view television programs by allowing them to watch programming at a time that is
most convenient for them.

Viewer convenience is not the only advantage of the DVR. The other main reason
consumers are attracted to the DVR is their ability to quickly skip over commercials. Of
course this presents major issues for advertisers who are paying for advertisements. As
more DVR devices with ad skipping or even ad blocking features are adopted by
mainstream consumers the advertiser’s concern with whether they are getting the best
value for the advertising money becomes a bigger issue. Advertisers who feel frustrated
with television ad-skipping may opt to invest their promotional funds in other media
outlets where consumers are more likely to be exposed to an advertisement.

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Advertising Trends: Changing Media Choices
There is a major cultural shift occurring in how people use media for entertainment, news
and information. Many traditional media outlets, such as newspapers and major
commercial television networks, are seeing their customer base eroded by the emergence
of new media outlets. The Internet has become the major driver of this change. In
particular, a number of important applications tied to the Internet are creating new media
outlets and drawing the attention of many, mostly younger, consumers. Examples
include:

• Podcasting Audio – This involves delivering programming via downloadable

online audio that can be listened to on music players, such as Apple’s iPod. Many
news websites and even other information site, such as blogs, offer free
downloadable audio programming.
• Podcasting Video – While audio downloading has been available for some time,
the downloading of video to small, handheld devices, including cellphones, is in
its infancy. Many television networks are now experimenting with making their
programming available for download, albeit, for a fee.
• RSS Feeds – This is an Internet information distribution technology that allows
for news and content to be delivered instantly to anyone who has signed up for
delivery. Clearly those registering for RSS feeds represent a highly targeted
market since they requested the content.
• Networked Gaming – While gaming systems have been around for some time,
gaming systems attached to the Internet for group play is relatively new and
becoming more practical as more people move to faster Internet connections. This
type of setup will soon allow marketers to insert special content, such as
advertising, within game play.

For marketers these new technologies should be monitored closely as they become
accepted alternatives to traditional media outlets. While these technologies are currently
not major outlets for advertising, they may soon offer such opportunity. As these

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technologies gain momentum and move into mainstream acceptance marketers may need
to consider shifting advertising spending.

Marketers should also be aware that new media outlets will continue to emerge as new
applications are developed. The bottom line for marketers is they must stay informed of
new developments and understand how their customers are using these in ways that may
offer advertising opportunities.

TYPES OF ADVERTISING

 Media
Paying people to hold signs is one of the oldest forms of advertising. Buses and other
vehicles are popular mediums for advertisers. 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 popup, skywriting(not popular in India), bus stop benches, human billboards,
magazines, newspapers, town criers, sides of buses, banners attached to or sides of
airplanes ("logo jets"), 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, 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. One way to measure advertising effectiveness is known as Ad Tracking. This
advertising research methodology measures shifts in target market perceptions about the
brand and product or service. These shifts in perception are plotted against the
consumers’ levels of exposure to the company’s advertisements and promotions. The
purpose of Ad Tracking is generally to provide a measure of the combined effect of the
media weight or spending level, the effectiveness of the media buy or targeting, and the
quality of the advertising executions or creative.

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  Covert advertising
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. Blade Runner includes some of the most obvious product placement; the whole
film stops to show a Coca-Cola billboard.

 Television commercials
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 2009).
The majorities of television commercials feature a song or jingle that listeners soon relate
to the product. Television advertisements are so effective that Vodafone’s (ZOOLOO)
add in recently IPL topped the TRP rating and remained on top till IPL was finished.
There was a major strategy behind the ad. They wanted a new ad every day so that people
don’t lose interest and stop watching it.

 Infomercials
There are two types of infomercials, described as long form and short form. Long form
infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to

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two minutes long. Infomercials are also known as direct response television (DRTV)
commercials or direct response marketing. 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.
The examples are teleshopping commercials.

 Celebrities
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 favourite
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. These celebrities include film stars and sports personnel, especially cricketers.
According to a survey conducted by IMRB, it is found that the film stars are better and
more effective in advertisement compared to cricketers. However cricketers are more
expensive. Recently all the soft drink companies were charged that the soft drinks contain
pesticides. Then coca cola used Amir Khan to advertise for its brand and pass the
message that anyone can visit their plant and check the process. As per the industry
experts Mr. Khan is best in communicating message to the people and is very effective
communicator.

 Other media and advertising approaches

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
(DVR's).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

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media because of its ability to reach larger audiences for less money. Digital signages
also offer the unique ability to see the target audience where they are reached by the
medium. Technology advances has 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 "spam". Spam has been a problem for email users for many years. But more
efficient filters are now available making it relatively easy to control what email you get.
Some companies have proposed placing messages or corporate logos on the side of
booster rockets and the International Space Station.

As the mobile phone became a new mass media in 1998 when the first paid
downloadable 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 2007 the
value of mobile advertising had reached $2.2 billion. More advanced mobile ads include
banner ads, coupons, Multimedia Messaging Service picture and video messages, and
various engagement marketing campaigns. A particular feature driving mobile ads is the
2D 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 2D 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 is 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.

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FEATURES OF A GOOD ADVERTISEMENT
A good copy of advertisement should possess the following characteristics or qualities or
values-

1. Attention value,

2. Suggestive value,

3. Memorizing value,

4. Conviction value,

5. Sentimental appeal value,

6. Education value,

7. Instinctive value,

(1) Attention Value: An advertisement copy must attract the attention of the
potential consumers. If it fails in this mission, the whole money and efforts will go waste
though it possesses all other values because everything else follows this. So, it must have
display value. The copy should be planned, drafted and displayed so ingeniously that it
may compel even the most casual or involuntary reader to notice it and read it with
interest. It should be designed in such a fashion that the attention of a busiest person may
be drawn immediately.

(2) Suggestive Value: The next task would be to offer a suggestion about the use and
the utility of the product that may remain inscribed on the mind of the reader even when
he forget where he really saw the advertisement. Slogans, Pictures, phrases and
suggesting may be used for this purpose. They should be drafted and used as to drive
home to the reader the utility of the product in everyday situation.

(3) Memorizing Value: The copy of the advertisement should be so drafted and laid
out that the product will stick to the mind of the individual reader. Repetition of
advertisement with slogan is an effective method of creating a memorising value.
Pictures and photographs confirming to the suggestion will have tremendous memorizing
value.

25
(4) Conviction Value: An advertisement copy can prove effective and achieve the
desired end when the suggestion contained in it is backed by convincing arguments. The
advertiser must be careful to include the statement in the advertisement copy which does
not conform to the product.

(5) Sentimental Value: Sentiments play a very important role in advertising,

particularly in the case of food articles. Sentiments reflect the personal feelings and
attitudes of an individual towards various things. They indicate reactions of a person in
favor or against a particular product. The advertiser or manufacturer should make a
sincere attempt to make an appeal to the sentiments of as many prospects as possible.

(6) Educational Value: A good copy of advertisement must possess educative value
because the object of modern advertising is not merely to satisfy the existing demand but
to create future demand. So a good copy of advertisement should educate the general
public about the uses of the new product or the new uses of the same product. It will
certainly increase the demand of the product and demand creation is one of the most
important objectives of the advertisement.

(7) Instinctive Appeal: Value Human thoughts and actions are guided by instincts
and inclination. All that one thinks or does has its roots in one instinct or the other.
Instincts are the underlying forces which compel the men to act in certain ways. The most
important function of an advertisement copy is to induce, persuade and motivate the
prospects to think’ well of a product and to take to its use. Advertising, essentially, is the
motivation of the potential consumer and for this purpose; the advertiser should attempt
to make an appeal to some basic instincts to get success in motivating the prospects.

ONLINE ADVERTISING – A Growing Phenomenon

In the 1990’s, consumers associated online advertising with banner, pop-up, and e-mail
advertisements. Today, online advertising is emerging as a compelling marketing
component with rapid growth in the United States, Western Europe, and parts of Asia.
We examine the importance of search marketing, rich media, contextual advertising,

26
behavioral targeting, social marketing, and video advertising. We also discuss trends and
new formats in online advertising, including online games, in-line text, social media,
blogs, and mobile formats.

 The Emergence of Online Advertising as a Market

Force
Online advertising, once synonymous with banner, pop-up, and e-mail advertising, has
developed into a multi-faceted advertising channel with enormous growth prospects.
Today, online advertising includes not only evolved banner, pop-up, and e-mail ads but
also search marketing, pay-per-click, contextual advertising, retargeting, behavioural
targeting, social marketing, video advertising, and user-generated online video.

In 2006, all forms of online advertising expenditures reached $16 billion in the United
States and $6 billion in Europe. Online advertising growth in the United States is forecast
at 18-19 % and European growth is estimated at 25% per year (Stone, 2007).

The healthy growth outlook for online advertising is from the increasing number of
online users worldwide. Today, over 1 billion people, 16.6% of the world’s population,
are online (Internet World Stats, 2007).

The economic impact of online advertising is documented in a report by Patti Freeman

Evans, a senior analyst in the business-to-consumer market at Jupiter Research. She
forecasts U.S. online sales will be 116 billion in 2007. Offline sales influenced by online
research should reach $1 trillion by 2011 (Dawley, 2007). Advertisers will spend $7.5
billion to reach all Western Europeans in 2007 (Phillips, 2007).

 Banner Advertising, Click-Through Rates (CTR),

and Cost-Per-Thousand (CPM)
‘‘The first simple static banner appeared on HotWired in 1994 for AT&T. The
advertisement asked, ‘Have you ever clicked your mouse right here?’ and an arrow
pointed to a button that stated ‘You will.’ When people clicked on the button, they were
taken to the AT&T site.’’

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In the late 1990’s banner ads were sold on a cost-per-thousand (CPM) basis. Web sites
that had very desirable audiences could charge more for 1000 impressions of an ad than
web sites that had less affluent, or less consumer-focused audiences. The CPM standard,
which is used to purchase traditional

 Emerging Trends in Online Advertising

Between 1995 and 1998, many large companies established web sites and increased their
online marketing. By the late 1990’s, companies such as Amazon, CNET, CDNow,
Egghead, AOL, and Microsoft were major online advertisers.

Pop-up advertising, where an ad is served in a new window, gained in popularity in the

late 1990’s. ‘‘Pop-up ads generate a click-through 13 times that of the standard 468 60
pixels banner ....The analysis was done over a one-week period with 15 million Internet
users served 168 million ad impressions on the Advertising.com network of sites
(Morrissey, 2003).’’

By 1998, over $1 billion were spent in Internet advertising. The major format continued
to be the banner ad. The IAB notes: ‘‘Banner advertisements continue to be reported as
the predominant type of advertising, accounting for 53%, with sponsorships (30%),
interstitials (6%) and other (11%) rounding out the category. Reflecting the growth of e-
commerce, hybrid deals accounted for 52% of revenue transactions with CPMs or
impression-based deals at 43% and performance-based deals at 5% of revenues.’’

28
SUCCESSFUL ADVETISEMENTS:
Cadbury Perk
Ogilvy and Mather
A castaway tries to build a crude boat to escape from the island he is marooned on, but to
no avail. He spots a ship and fires a flare gun, but it sinks the vessel. All his hopes of
escaping are dashed. He munches on a bar of Perk when he spots a woman shipwrecked
on his island. Tag line: ‘Yeh life hai (This is life), take it lightly’.
Airtel (STD)
Rediffusion Y& R, Young and Rubicam
A follow-up to an earlier ad, R. Madhavan , who’s away on work, calls up his wife,
Vidya Balan, to say goodnight. She reminds him that he has already called eight times.
But both stay on the line, waiting for the other to disconnect. The voice-over: ‘Kabhi
pyaar ke beech dooriyan na aayen’ (Let distance not come in the way of love).
Kurkure Xtreme
Juhi Chawla has Kurkure, which leaves her craving for more. She spots a kurkure
delivery van and starts chasing it. She jumps off rooftops and performs various stunts to
reach the van. Tag line: Seriously, ‘thoda zyada’ (Seriously, something extra).
Airtel+Nokia/Lifetime prepaid
A cross section of people putting their hands over their hearts is followed by actor Shah
Rukh Khan taking out a Nokia cellphone from his shirt pocket and saying ‘hello’. There
is a symphony of hellos. Tag line: ‘Garv se kaho’ hello (Say hello with pride).

MAKING A CONSTRUCTIVE OR AN EFFECTIVE

ADVERTISEMENT:

This is an important aspect of advertising as advertisement published by a

company should be attractive, impressive as well as effective. It should give positive
results in terms of consumer loyalty, sales, promotion and competitive capacity. For
creativity in advertising, attention needs to be given to all components of an
advertisement. They include copy, illustration, layout, slogan, headline and art work. For

29
effective advertising, services of experts are necessary. An advertising agency maintains
such expert copywriters and others for preparing attractive advertisements for their
clients.

Construction of an advertisement means to prepare a copy of an advertisement

which is combination headline, slogan, illustration and advertising message adjusted in
proper layout. It is a specialized job which needs proper education, training, experience
and maturity. Advertising agency maintain such creative staff for preparation of an
advertisement. It may also be noted that advertising is a means for supplying information,
for making an appeal and for sales promotion. These purposes or objectives will be
achieved only when the advertisement prepared or constructed is effective. This means it
prove to be attractive, appealing and agreeable to readers or viewers.

In short, advertising must be effective purposeful or result oriented. Construction

of such advertisement needs intelligence, knowledge and imagination. New ideas must be
developed, an element of creativity must be included and effective appeal must be made
to target consumers. For effective advertising, attention needs to be given to copy and
visual which are two basic elements of an advertisement. Construction of an
advertisement is a lengthy process which includes different steps. An effective
advertisement can be created only when all such steps are completed in an orderly
manner.

VISUALISATION:
The term visualization means, “seeing in the mind’s eye the form of the idea as it
would appear in the advertisement’. In other words, it is the ability to imagine how an ad
will look like when it is completed in all respects. The concept of the visualization is
applicable to newspaper advertising as well as to T.V. and radio advertising.
Visualizations is, therefore, a process of ideation. The term ideation means the
process of creating ideas, or the process of giving birth to new ideas. An idea is a
complete thought. It is a brain wave, but wave which is complete and comprehensive.
Visualization is an objective process. It not by an accident or by an chance that

30
advertising theme is born. An advertisement is the result of a creative activity. This
creative activity is called as visualization.
Visualization is mental process. It is a process of generating ideas in abstract and
translating them into the concrete form or shape of layout of an advertisement.
Visualization is a basic skill of expression. It is a mental process that crates an idea that
would be expressed and communicated to the prospects by way of an advertisement.
Visualization thus deals with language of vision which is also a very powerful means of
communication of one’s thoughts, feelings and emotions.

IMPACT OF ADVERTISING
The advertising business has become such an important factor in the economy in many
countries, especially in the United States, that it also changes the economy itself, society,
culture, and the political system.
The stimulation for the demand of products and services helps the economy grow
stronger and stronger. New inventions become known much faster and can establish their
spot in the sales figures of the economy. If there are more people buying these products
the overall costs will drop and the product will become cheaper for the customer which
raises his willingness to buy even more. On the other hand advertisements are very
expensive and some economists believe that these costs are put on top of the actual price
paid by the customer.
Critics argue that advertising can also have a huge influence on society. It tells the
consumers that only purchasing products makes you happy and therefore people compare
each other on their belongings. Women also compare themselves with the beautiful and
very skinny models they see on commercials and ads. This sometimes results in eating
disorders and a low self-esteem of women who don’t look like these models. Another bad
effect is, that minority groups, are portrait in a subordinate position, which settles in the
minds of people. Commercials are also an important part of the income of a TV station
which leads to the suspicion that a news channel might not report on an incident about a
company they depend on. A lot of TV shows are also based on these commercials, and if
the ratings aren’t good enough the show will be stopped. Only those shows which attract

31
a lot of viewers will be shown, which is not very differentiated and put minorities like
older people at a disadvantage.
Advertising can also have an impact in politics. Crores of rupees were spent on
advertisements and TV commercials in the elections of 1998. It gives the opponents the
chance to respond to charges very quickly reaching a few million viewers. But since this
is very expensive only very rich people have to chance to run for a political position or at
least depend on the donation of wealthier people who could have a huge impact on
democracy this way. The political issues talked about in an election are also very much
simplified because the spots are only about 30 seconds long, and you can’t really discuss
a lot in such a short period of time.
There is finally the impact advertising can have on the culture of a country. The
globalized economy uses the same commercials in a lot of different countries, which
leads to a break down in the differences of these societies. Children will grow up not
knowing how their culture has been before in their country. It can also lead to a lot of
discussion about moral values if we just think about the very controversial ads of
Benetton we have discussed.

IMPACT OF ADVERTISING ON CONSUMERS:

Consumers are increasingly exposed with advertising campaigns in which they

are often confronted with idealized representations of the world (e.g., idealized situations,
attractive models). A large amount of studies has shown that ads presenting idealized
images can have strong effects on consumer satisfaction and welfare. However, obtained
results were not consistent with each other. Some studies found that advertising had an
increasing effect on consumer satisfaction; other studies found that advertising had a
negative impact and led to consumer dissatisfaction. No research has ever tried to resolve
why conflicting results were obtained in this area of research. Moreover, there exists no
extant consumer behavior model on the effects of advertising on consumer satisfaction.

Consumers really play an important and a vital role in the success of any
advertisement. Any advertisement is said to be a successful one when consumers are

32
attracted to a particular adds. Advertisements are made by keeping the consumers
perspective in the mind so that it can appeal the right consumer which the company needs
to target for their product. People like the advertisements which appeal them or through
which they can connect or relate themselves. Some of the emotional ads also really work
on consumers as the consumers feel that someone like them is also using that product.

There are many types of mediums and many types of advertisements which
creates a greater impact on the minds of the consumers in different ways. Different
people like different medium to select their product as they think that this particular
medium shows the reality of the product. Every consumer is different from each other
some may like the advertisements or the products endorsed by their favourite celebrity,
some like animated advertisements, some like emotional advertisement and some like
only highly creative advertisements. So it depends on person to person about the liking of
an advertisement.

IMPACT OF ADVERTISING ON CHILDREN:

There are many products which are in use of children. Most of the kids like the animated
advertisements or the ads which are funny or having children. Children are also attracted
towards the ads which have jingles or some songs. There many products which are
mostly used by children, and to promote that product the company mostly choose child
actors, so that the child can relate to that advertisement or product, or which should
appeal the child. Many a times celebrities and sports personalities are also used to
promote the product made for children, in these type of ads the companies try to target
the parents by showing that the celebrity or the sports person also uses or use to consume
that product when he/she was child, by seeing such ads parents perspective towards their
child is targeted, so that the parents could buy that product for their child.

Example: Sachin Tendulkar in the advertisement of BOOST, in this the tagline is “Boost
is the secret of my energy”. This shows that Sachin being a sports star consumes Boost
so, the parents think why not our child.

33
 The advertisements of chocolates, energy drinks like boost, horlicks, bournvita,
etc, Corn Flakes, baby products like JHONSONS & JHONSONS products, chawanprash,
etc. mostly ads of these products are created by targeting the child group of consumers.
Dabur and Johnson’s are major players in the products manufactured for children. The
brand name also impacts a lot on the parents as they care for their children, so they trust
only which is the best for their child.

There are many competitors in the market which sell and promote the products
specially manufactured for children, so the companies need to be very particular about
their product and should advertise their product in such a manner which appeals the child
and the features of the products should be different or extra ordinary in comparison to the
other products available in the market, and the advertisement also should be such which
should directly appeal the child and by seeing the ad commercial the child should ask for
that product from his/her parents, than only it can be said that the advertisement is
successful and product is real hit in the market and in the minds of the child consumers, if
this is not possible than that advertisement is just the waste of resources.

The advertisement should be attractive enough and should leave a positive and a
good impact in minds of the people. One of the examples of such advertisement is of

34
VODAFONE which really advertise its brand in a different manner which appeals the
overall society and which also impacts a lot on all the people.

ADVERTISEMENT OF VODAFONE

This advertisement of Vodafone was srecially created only for telecasting during the IPL
season and for the T20 world cup, these types of 36 advertisements were created and
people loved these advertisements a lot, this ad really created a lot of positive impact in
minds of all group of consumers, today also people like recalling these advertisements as
it was a piece of creativity and something different in the world of advertisements seen
till today by all the consumers.

OVERALL IMPACT OF ADVERTISING:

The advertising is one thing which impacts all, the society on a whole, and the
society includes all children, youngsters, adults and even old aged people. The overall
impact of advertising can be positive for some people and some consider only the
negative aspect of the advertisement, it depends from person to person, every person
thinks differently for every other advertisement some ads may appeal to some people and
some may not appeal to those people, it depends on their perception and thinking about a
particular product.

The advertisement of a product should be such which appeals all from child to a
adult including the youngsters, may be the target audience be different for different
products but no one should feel inferior after seeing the advertisement or it should not
highlight the negative aspect of any group of persons, this also plays important role in
brand building of a particular product, success of the product and the image of the
company.

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MEDIAS IN ADVERTISING
Advertising is basically for giving information about products and services to consumers.
For a layman, all advertising belongs to one category. However, it is not so. Advertising
can be classified into different categories on the basis of area coverage, audience, media,
and functions and so on. Product advertising, service advertising, financial advertising
and so on are also the types of advertising though the basic purpose of all types is
identical that is information and persuasion of consumers. Advertising is a form of
communication that typically attempts to persuade potential customers to purchase or to
consume more of a particular brand of product or service.
Every major medium is used to deliver these messages, including television, radio,
cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards.
Advertising is often placed by an advertising agency on behalf of a company or other
organization.

PRINT MEDIA:
In print media the advertising message is printed on paper. Newspaper and
magazines are two important print media used extensively for advertising purpose. Even
direct mail advertising can be classified as print media. This media has now acquired
more importance due to increase in the number and pages of newspapers and magazines
and also due to improvement in the quality of paper and printing technology used for
communicating advertising message. Print media are useful for indoor advertising. Print
media is the most widely used medium of advertisement used by corporate, households,
manufactures, wholesalers, banks, financial institutions, automobile industry and many
more. This medium of advertisement gives the advertiser the flexibility to select his target
audience, his area of advertisement, his budget and the timings the ads have to be placed.

OUTDOOR ADVERTISING MEDIA:

Along with print media, outdoor advertising media is also quite famous. They
include posters, billboards, wall and skywriting, hoardings, vehicle advertising, neon
signs and so on. These medias attract the attention of people when they are moving

36
outdoor for different purposes. Outdoor media are now made attractive and appealing by
using new techniques.

Hoardings: -
This form of advertisement is popular in metropolitan cities like Mumbai where the flow
of traffic is heavy and the number of people traveling is countless. Since the traveling
time of a person in the vehicle is lot the person is ought to see this form of advertisement
which is placed on the tops of the buildings in a very attractive form. The ads cannot be
unseen and shall catch your eye once you pass besides it.

Mobile billboards:
Mobile Billboards are truck- or blimp-mounted billboards or digital screens. These can be
dedicated vehicles built solely for carrying advertisements along routes pre selected by
clients, or they can be specially-equipped cargo trucks. The billboards are often lighted;
some being backlit, and others employing spotlights. Some billboard displays are static,
while others change; for example, continuously or periodically rotating among a set of
advertisements.
Mobile displays are used for various situations in metropolitan areas throughout the
world, including:
Target advertising, One-day, and long-term campaigns, Conventions, Sporting events,
Store openings and similar promotional events, Big advertisements from smaller
companies, Others.

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BRODCASTING MEDIA:

In this, the advertising message is announced through the advertising medium

used. Radio and T.V. are two examples of broadcasting media which now operates
throughout the day. T.V. as an advertising medium is more attractive and popular as
compare to radio. This is because T.V. is audio-visual medium while radio is only audio
medium. Broadcasting media are too costly but their coverage is also wide.

Television commercials
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..

38
The majority of television commercials features a song or jingle that listeners soon relate
to the product. Virtual advertisements may be inserted into regular television
programming through computer graphics.

Celebrities
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 favourite
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.
Increasingly, other media are overtaking television because of a shift towards consumer's
usage of the Internet as well as devices such as T.V.
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.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is
known as "spam".

CELEBRITY ENDORSEMENTS

"A sign of a celebrity is that his name is often worth more than his services.”
- Daniel J Boorstin

INTRODUCTION

The motive behind total branding may be decocted as an attempt to amalgamate diverse
activities to win customer preference. Apropos to this context, the topic “Impact of
celebrity endorsement on overall brand”, is a significant one. The crescendo of
celebrities endorsing brands has been steadily increasing over the past years. Marketers
overtly acknowledge the power of celebrities in influencing consumer-purchasing

39
decisions. It is a ubiquitously accepted fact that celebrity endorsement can bestow special
attributes upon a product that it may have lacked otherwise. But everything is not hunky-
dory; celebrities are after all mere mortals made of flesh and blood like us. If a celebrity
can aggrandize the merits of a brand, he or she can also exacerbate the image of a brand.
“Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the
right brand, to the right degree, at the right time, for the right purpose and in the right
way... that is not easy.”

Celebrity endorsements are impelled by virtue of the following motives:

• Instant Brand Awareness and Recall.

• Celebrity values define, and refresh the brand image.
• Celebrities add new dimensions to the brand image.
• Instant credibility or aspiration PR coverage.
• Lack of ideas.
• Convincing clients

Compatibility of the celebrity’s persona with the overall brand image

A celebrity is used to impart credibility and aspiration values to a brand, but the celebrity
needs to match the product. A good brand campaign idea and an intrinsic link between
the celebrity and the message are musts for a successful campaign. Celebrities are no
doubt good at generating attention, recall and positive attitudes towards advertising
provided that they are supporting a good idea and there is an explicit fit between them
and the brand. On the other hand, they are rendered useless when it comes to the actual
efficiency of the core product, creating positive attitudes to brands, purchase intentions
and actual sales.

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 SONAM KAPOOR ENDORSING LOREAL

Certain parameters that postulate compatibility between the celebrity and brand image
are:

• Celebrity’s fit with the brand image.

• Celebrity—Target audience match
• Celebrity associated values.
• Costs of acquiring the celebrity.
• Celebrity—Product match.
• Celebrity controversy risk.
• Celebrity popularity.
• Celebrity availability.
• Celebrity physical attractiveness.
• Celebrity credibility.
• Celebrity prior endorsements.
• Whether celebrity is a brand user.
• Celebrity profession.

Successful celebrity endorsements for a brand- An Indian perspective

41
The latter part of the '80s saw the burgeoning of a new trend in India– brands started
being endorsed by celebrities. Hindi film and TV stars as well as sportspersons were
roped in to endorse prominent brands. Advertisements, featuring stars like Tabassum
(Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving
Cream) and Sunil Gavaskar (Dinesh Suitings) became common. Probably, the first ad to
cash in on star power in a strategic, long-term, mission statement kind of way was Lux
soap. This brand has, perhaps as a result of this, been among the top three in the country
for much of its lifetime.

In recent times, we had the ShahRukh - Santro campaign with the objective of mitigating
the impediment that an unknown Korean brand faced in the Indian market. The objective
was to garner faster brand recognition, association and emotional unity with the target
group. Star power in India can be gauged by the successful endorsement done by Sharukh
for three honchos- Pepsi, Clinic All Clear and Santro. Similarly, when S Kumars used
Hrithik Roshan, then the hottest advertising icon for their launch advertising for
Tamarind, they reckoned they spent 40 - 50 per cent less on media due to the sheer
impact of using Hrithik. Ad recall was as high as 70 per cent, and even the normally
conservative trade got interested.

In the Indian context, it would not be presumptuous to state that celebrity endorsements
can aggrandize the overall brand. We have numerous examples exemplifying this claim.
A standard example here is Coke, which, till recently, didn't use stars at all
internationally. In fact, India was a first for them. The result was a ubiquitously appealing
Aamir cheekily stating Thanda matlab Coca Cola. The recall value for Nakshatra
advertising is only due to the sensuous Aishwarya. The Parker pen brand, which by itself
commands equity, used Amitabh Bachchan to revitalize the brand in India. According to
Pooja Jain, Director, Luxor Writing Instruments Ltd (LWIL), post Bachchan, Parker's
sales have increased by about 30 per cent.

India is one country, which has always idolized the stars of the celluloid world.
Therefore it makes tremendous sense for a brand to procure a celebrity for its
endorsement. In India there is an exponential potential for a celebrity endorsement to be

42
perceived as genuinely relevant, thereby motivating consumers to go in for the product.
This would especially prove true if the endorser and the category are a natural lifestyle fit
like sportspersons and footwear, Kapil-Sachin and Boost or film stars and beauty
products.

Advantages of a celebrity endorsing a Brand

Brands have been leveraging celebrity appeal for a long time. Across categories, whether
in products or services, more and more brands are banking on the mass appeal of
celebrities. As soon as a new face ascends the popularity charts, advertisers queue up to
have it splashed all over. Witness the spectacular rise of Sania Mirza and Irfan Pathan in
endorsements in a matter of a few months. The accruement of celebrity endorsements can
be justified by the following advantages that are bestowed on the overall brand:

• Establishment of Credibility: Approval of a brand by a star fosters a sense

of trust for that brand among the target audience- this is especially true in case of
new products. We had the Shah Rukh-Santro campaign. At launch, Shah Rukh
Khan endorsed Santro and this ensured that brand awareness was created in a
market, which did not even know the brand.
• Ensured Attention: Celebrities ensure attention of the target group by
breaking the clutter of advertisements and making the ad and the brand more
noticeable.
• PR coverage : is another reason for using celebrities. Managers perceive
celebrities as topical, which create high PR coverage. A good example of
integrated celebrity campaigns is one of the World’s leading pop groups, the
Spice Girls, who have not only appeared in advertisements for Pepsi, but also in
product launching and PR events. Indeed, celebrity-company marriages are
covered by most media from television to newspapers (e.g. The Spice Girls and
Pepsi)
• Higher degree of recall: People tend to commensurate the personalities of
the celebrity with the brand thereby increasing the recall value. Golf champion

43
 Tiger Woods has endorsed American Express, Rolex, and Nike. Actress Catherine
Zeta-Jones is used by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan
promotes Omega, BMW, and Noreico.
• Associative Benefit: A celebrity’s preference for a brand gives out a
persuasive message - because the celebrity is benefiting from the brand, the
consumer will also benefit.
• Mitigating a tarnished image: Cadbury India wanted to restore the
consumer's confidence in its chocolate brands following the high-pitch worms
controversy; so the company appointed Amitabh Bachchan for the job. Last year,
when the even more controversial pesticide issue shook up Coca-Cola and
PepsiCo and resulted in much negative press, both soft drink majors put out high-
profile damage control ad films featuring their best and most expensive
celebrities. While Aamir Khan led the Coke fight back as an ingenious and
fastidious Bengali who finally gets convinced of the product's `purity,' PepsiCo
brought Shah Rukh Khan and Sachin Tendulkar together once again in a
television commercial which drew references to the `safety' of the product
indirectly.
• Psychographic Connect: Celebrities are loved and adored by their fans and
advertisers use stars to capitalize on these feelings to sway the fans towards their
brand.
• Demographic Connect: Different stars appeal differently to various
demographic segments (age, gender, class, geography etc.).
• Mass Appeal: Some stars have a universal appeal and therefore prove to be a
good bet to generate interest among the masses.
• Rejuvenating a stagnant brand: With the objective of infusing fresh life
into the stagnant chyawanprash category and staving off competition from various
brands, Dabur India roped in Bachchan for an estimated Rs. 8 crore.
• Celebrity endorsement can sometimes compensate for lack of innovative ideas.

Disadvantages of a celebrity endorsing a brand:

44
The celebrity approach has a few serious risks:

1. The reputation of the celebrity may derogate after he/she has

endorsed the product: Pepsi Cola's suffered with three tarnished celebrities -
Mike Tyson, Madonna, and Michael Jackson. Since the behaviour of the
celebrities reflects on the brand, celebrity endorsers may at times become
liabilities to the brands they endorse.
2. The vampire effect: This terminology pertains to the issue of a celebrity
overshadowing the brand. If there is no congruency between the celebrity and the
brand, then the audience will remember the celebrity and not the brand. Examples
are the campaigns of Dawn French—Cable Association and Leonard Rossiter—
Cinzano. Both of these campaigns were aborted due to celebrities getting in the
way of effective communication. Another example could be the Castrol
commercial featuring Rahul Dravid.
3. Inconsistency in the professional popularity of the celebrity: The
celebrity may lose his or her popularity due to some lapse in professional
performances. For example, when Tendulkar went through a prolonged lean patch
recently, the inevitable question that cropped up in corporate circles - is he
actually worth it? The 2003 Cricket World Cup also threw up the Shane Warne
incident, which caught Pepsi off guard. With the Australian cricketer testing
positive for consuming banned substances and his subsequent withdrawal from
the event, bang in the middle of the event, PepsiCo - the presenting sponsor of the
World Cup 2003 - found itself on an uneasy wicket
4. Multi brand endorsements by the same celebrity would lead to

overexposure: The novelty of a celebrity endorsement gets diluted if he does

too many advertisements. This may be termed as commoditisation of celebrities,
who are willing to endorse anything for big bucks. Example, MRF was among the
early sponsors of Tendulkar with its logo emblazoned on his bat. But now
Tendulkar endorses a myriad brands and the novelty of the Tendulkar-MRF
campaign has scaled down.

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 5. Celebrities endorsing one brand and using another (competitor):
Sainsbury’s encountered a problem with Catherina Zeta Jones, whom the
company used for its recipe advertisements, when she was caught shopping in
Tesco. A similar case happened with Britney Spears who endorsed one cola brand
and was repeatedly caught drinking another brand of cola on tape.
6. Mismatch between the celebrity and the image of the brand:
Celebrities manifest a certain persona for the audience. It is of paramount
importance that there is an egalitarian congruency between the persona of the
celebrity and the image of the brand. Each celebrity portrays a broad range of
meanings, involving a specific personality and lifestyle. Madonna, for example, is
perceived as a tough, intense and modern women associated with the lower
middle class. The personality of Pierce Brosnan is best characterized as the
perfect gentlemen, whereas Jennifer Aniston has the image of the ‘good girl from
next door’.

In India, Bollywood and sport personalities like Amitabh Bachchan, Shahrukh Khan,
Fardeen Khan, Saif Ali Khan, Sachin Tendulkar, Saurav Ganguly, Virender Sehwag and
Bhaichung Bhutia rule the mind-space and airwaves.

It is interesting to see Amitabh ‘touching’ our hearts with Nerolac; making a fervent pitch
for peace in the public service message released after the Gujarat riots; playing the matrix
for Reid & Taylor; doting grandfather in the new Cadbury’s commercial, and so on.

As an endorser, he fulfills all the FRED objectives, namely, Familiarity (target market is
aware of him, finds him friendly, likeable and trustworthy); Relevance (which says that
there should be a link between the endorser and the product as well between the endorser
and the audience); Esteem (the polio endorsement, for example, is successful as the
masses see him as a credible name-face-voice); Differentiation (in all his projections, he
is seen to be one among the masses, and yet he towers above them. He is different). His
appeal is universal, lesser mortals merely cater to specific niches…

46
So, which celebrity should one go with? Who should be the spokesperson for your
product? Who caters to which niche? Does it always happen by trial and error? Should a
corporate organisation pay for individual research to find logical fits for their
needs/brands?

US has a popular index, called the Q score, that summarises various perceptions and
feelings that consumers have in the form of ‘likeability’ measurements. It measures
familiarity and appeal of performers, characters, personalities, etc.

So, how about developing an index in India that would aid companies in reaching out to
their respective audiences? The index could be classified on the basis of demographics,
psychographics, and geographical demarcations. It would have to be relevant to
advertisers and brand managers (who have used any of the known celebrities as
endorsers; they could check out the measurable value addition), representatives from
respective fraternities/domains, peers, media,

Literature Review

1. Advertising: The times are a-changing

(Author: DANS ENRIQUE; Ph.D., Professor of Information Technologies and Systems
at IE Business School)

Advertising is a very powerful business. All by itself, advertising powers large industries
such as television or print media, huge empires with thousands of employees and billions

47
of dollars in revenues which constantly feed their tummies with money coming from the
advertisers. Across time, we have been witness to big changes in advertising, from
merely communicating a product or service, to highly sophisticated multidimensional and
multi-channel strategies, and always with the same goal: to induce someone to buy or use
that product or service. To achieve their goal, advertisers use different types of weapons
with very different characteristics, ranging from pure carpet-bombing that guarantees the
coverage of a large area, to highly precise snipers that allow them to hit a specific target
right between the eyes and in the perfect moment to do so. Across time, we have seen a
huge evolution of those weapons, new techniques and trends, new products, new
strategies, new media… However, as in many other industries, the really big change, the
authentic “next big thing” comes with the advent of the Internet. And believe it or not,
even though the Internet has been among us for quite a significant number of years, the
change is yet to come.

2. NEW STRATEGIES, TECHNIQUES, AND

APPROACHES IN ADVERTISING
(Author: Mojares B Kervin Edward ; Lyceum of the Philippines – University
College of Business Administration Batangas City)

Advertising is a form of communication intended to persuade its viewers, readers

or listeners to take some action. It usually includes the name of a product or
service and how that product or service could benefit the consumer, to persuade
potential customers, to purchase or to consume that particular brand. Different
types of media can be used to deliver these messages, including traditional media
such as newspapers, magazines, television, radio, and billboards.
But the trends in advertising are changing over time. The competition is going
tough day by day. Thus, marketers are trying to find out more effective ways to
reach the target audience. But these changes have not occurred suddenly. There is
a continuous growth in advertising trends with the passing time. While some old
trends have been modified some new trends have evolved.
The old advertising trends indicate a very simple equation i.e. more

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 people=more sale. In the previous years the marketers were concerned about
reaching more target audience.

3. Popular Culture and Print Media

(Author: Young Nancy ; University of Phoenix- SOC / 105)

Two of the oldest forms of advertising, would be print media, and word of mouth. There
are several forms of print media advertising, such as newspaper and magazines. But these
are not the only way advertizing is put into the public, there are many other successful
ways ads can be thrown into the public eye, such as billboard adds, brochures put under
an individuals windshield wipers, bus stop benches, and even ads on the buses.
Everywhere a person may look, he or she will find some kind of media placement
strategically placed to catch the attention of the specific onlookers. The print media has
been keeping the public informed of information consisting of the lives of human
beings, Mother Nature, products and services, by extending the knowledge of a story or
report across the nation. Some of the popular trends that have been propagated by the
print media, which has grabbed my attention, are food, health clubs and fashions. First let
my start by examining the popular food trend.

More Americans are staying at home instead of dinning out. They prefer foods that are
quick and easy and attempt to keep them healthy. Because individuals are dinning
grocery stores are seeing their sales escalate. The top 10 trends consist of: no-prep, meat
and potatoes, new-age dairy, culinary melting pot (ethnic foods), one-dish meals, suppers
at home, bottled water, snack attacks, fruits and veggies, cooking oils and condiments.
“When it comes to fats, Americans are choosing healthier options -- with nearly one-
quarter using olive oil and canola oil.” (WebMD, 2003) Food is an important artifact of
the popular American culture. The actions and attitudes of Americans effect the popular

culture.

4. Substance Abuse: Past and Current Trends of Celebrity

Use and Media Reporting
(Author: Holman Todd; University of Phoenix; Chemical dependency in the
Workplace)

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Substance abuse in America ebbs and flows from generation to generation. However,
the exposure of todays generation to much more than past generations due to the dramatic
increase in the availability of information through news media both on television and the
internet. Americans have reached a time in which substance abuse by celebrities is seen,
via these outlets, with little to no legal repercussions and at times elevating those
involved to new heights of stardom. Even those not in the celebrity limelight are
influenced by “reality” shows. These shows promote the average Joe to celebrity status
often by showing “real life” scenarios that include the use of alcohol and drugs. This
almost unobscured access into the sometimes illegal and immoral parts of celebrities and
non-celebrities private lives has influenced the landscape of what is considered socially
and morally acceptable levels of substance abuse.

Celebrities vs. Reality TV Stars: Celebrity status used to be defined as actors and
actresses, singers, musicians, athletes, and politicians. Most Americans saw these
celebrities as untouchable because their only exposure to them was via movies,
traditional news media such as newspaper and magazines and television. During the
early 1990s Music Television (MTV) began a new show called The Real World in which
they moved a group of young adults into a house and followed them on camera (The Real
World: New York, 1992). Those watching saw the ‘reality’ of what happens when
people of varying cultures, beliefs, race, gender and sexual preference living together and
thus the door to reality television was open.

5. Celebrities are better bet for brand building

(Author: Singh Shailendra; Joint MD PERCEPT; 2010, Apr 15; Economic Times)

Marketers across the globe have acknowledged the power of celebs in influencing the
consumer purchase decisions and it has been proven repeatedly that if used
approximately, a certain celebrity can prove to be an extremely powerful ingredient to
magnify the effects of any brand campaign. It is however vital to ensure the compatibility
of the celebrity chosen with the overall brand image. Na good brand campaign idea and a

50
natural link between the celebrities in the message are crucial for a successful celebrity
backed campaign.

RESEARCH METHODOLOGY

MEANING:
It is a careful investigation or enquiry specially through search for new facts in any
branch of knowledge.

DEFINITION:

51
Research Methodology defining and redefining problem formulating hypothesis or
suggested solutions; collecting, organizing and evaluating data; making deductions and
reaching conclusions; and at last carefully testing the conclusions to determine whether
they fit the formulating hypothesis.

RESEARCH DESIGN

In my research I had taken the descriptive type of research because I had observed only
what has happened.

SAMPLING PLAN METHOD

In my research each item in the population has been included in the sample. So the
sampling plan of my study is based on non – probability sampling.

SAMPLE SIZE

I had taken a small size in my research. I surveyed 100 customers/consumers of

DehraDun.

SAMPLE DESIGN

I had taken convenience sampling design as it was convenient for my study.

DATA COLLECTION

The task of data collection begins after the research problem or the objective of research
has been defined.

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PRIMARY DATA

It is collected through questionnaire and interviews. In the questionnaire method,

questionnaire is sent to the persons concerned, with a request to answer the questions and
return the questionnaire. It consists of questions printed in a definite order. In interview,
questions are asked by the people. It’s a one to one interaction.

SECONDARY DATA

It is the data which is already available in journals, magazines, and websites.

RESEARCH METHODOLOGY ADOPTED

Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how researches scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to know not only the
research methods /techniques but also the methodology. Researchers not only need to
know how to develop certain indices or tests, how to calculate the mean, the mode, the
median or the standard deviation or chi square, how to apply particular research
techniques, are relevant and which are not, and what would they mean and indicate and
why. Researchers also need to understand the assumptions underlying various techniques
and they need to know the criteria by which they can decide that certain techniques and
procedures will be applicable to certain problem and other will not. All this means that it
is necessary for the researcher to design his methodology for his problem as the same
may differ from problem to problem. For example, an architect, who designs a building,
has to consciously evaluate the basis he selects particulars size, number and location of
doors, windows and ventilators, uses particulars materials and not others and the like.
Similarly, in research the scientist has to expose the research decisions to evaluation
before they are implemented. He has to specify very clearly and precisely what decisions
he selects and why he selects them so that other can evaluate them also.

53
From what has been stated above, we can say that research methodology has many
dimension and research methods do constitute a part of research methodology. The scope
of research methodology is wider than that of research methods. Thus, when we talk of
research methodology we not only talk of the research methods but also consider the
logic behind the methods we use in the context of our research study and explain why we
are using a particular method of techniques and why we not using others so that research
result are capable of being evaluated either by the researcher himself or by others. Why a
research study has been adopted, why particular techniques of analyzing data has been
used and a lot of similar other question are usually answered when we talk of research
methodology concerning a research problem or also.

Data collection:

The collection of data is a core part of every activities relating to marketing decisions.
The information derived from such data are closely analyzed, interpreted and a
conclusion has been arrived on which other decisions are totally depends.
There were various sources from where data can be collected and there also most
appropriate methods in the application of which we can collect the data. In the
application of sources and methods the reliability and accuracy must be well judged prior
to collection. The whole study has been worked our depending on the data availed from.

Sources of data collection:

There are two sources on which data can be collected via- primary source & secondary
source. the data, which are prepared from the main proposal & researcher or it , is called
primary data. The data which collected from the person, private body private research
agencies etc . are called secondary source &data collected is from both primary &
secondary the following are the data, which have been collected from both the sources:

Primary Data:
The primary data those, which are collected a fresh &for the first time ,& thus happen to
be original in character . In course of carrying out the project I have collected very few

54
from this source but they are more needed in carrying out the project work the following
data has been collected from this source:

Observation Method:
The observation method is the most commonly used method specially in this studies
relation to behavioral sciences .in a way we all observe things around us ,but this short of
observation . Observation becomes scientific tool & the method of data collection for
researcher, when
serves a formulated researcher purpose, is systematically plant &recorded &is subjected
to checks &controls on validity & reliability under the observation, method, the
information sought by way of investigators own direct observation without asking from
the respondent for instant, in a study relating to consumer behavior, the investigator
instead of asking the brand of wrist watch used by the respondent may look at the watch?
The observation methods have some advantages and limitations, these are as follows:

Advantages:

1 This method is that subjective bias is eliminated, if observation is done

accurately.
2 The information obtained under this method relates to what is currently
happening it is not complicated by either the past behavior or future intentions or
attitudes.
3 This method is independent of respondent’s willingness to respond and as such
relatively less demanding of active cooperation on the part of respondents as the
happens to be the case in the interview or the questionnaire method. This method
is particularly suitable in studies, which deal with subject (i.e. respondent) who
are not capable of giving verbal reports of their feelings for one reason or the
other.

55
Limitation:
1 It is an expensive method.
2 The information provide by this method is very limited.
3 Sometimes unforeseen factor may interface with the observation task.

Secondary data:
The secondary data are those which have already been collected by someone else and
which have already been passed through the statistical process. Most of the data in my
project has been collected from the secondary as the data is only available to them
another party I have find the most convenient source and collected from them. These
sources are the past record and it is used to analyze.

Research Design Descriptive Research

Sampling plan Method Non probability sampling
Sample size 100 consumers/Customers
Sample Design Convenience sampling
Primary data` Questionnaire
Secondary Data Journals, Booklets, Internet, Newspapers

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Research Objectives

The research paper consists of following objectives:

1. To know the latest trends prevailing in the advertising industry of India.

2. Are celebrities essential for the success of a brand?

3. The growing importance and the use of social networking sites in advertising

4. Growing use of events as a major promotional tool

Research Hypothesis

 Whether the new trends in advertising are more successful than the conventional
ones?

 Is the use of celebrities the only way to success of a brand?

 Whether the customers are attracted more towards sensuous advertisements?

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Data Analysis and Findings

The new trends in advertising basically rely upon:

 Brands finding ways to reach out to bloggers

 Tracking networking sites gets fashionable

 Growing importance of celebrities in brand endorsements

Blogs are now an essential channel for brands, but reaching out to them is more
complicated than simply including a few extra names at the end of a press release
distribution list. Many agencies are failing to put in the required effort. 'The most
important thing is that you can't dip in and out of connecting with bloggers,
Brands that are successful in this area understand that it requires a fundamentally
different approach from the one they use for press relations. 'Bloggers aren't part of the
game. 'They don't have an editor, they don't have to be objective and this is why lots of
brands have been stung by bloggers who either ignore them or burn them.

Moreover, because many of the more-successful blogs operate outside the bubble of the
industries, they are not subject to the same constraints and motivations as journalists. 'It
is not a case of you scratch my back, I'll scratch yours. 'The number -one rule is not to
generalise, and really under-stand the blogger network. Every single blogger can’t be
treated like the same.

There is no shortcut to creating a successful blogger outreach programme. 'The fact is

you need to take the time and effort to research the blogs, 'With desk research, the

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rankings and influence are used. And it is important to under-stand who the target
audience is. It isn't enough simply to have a list of the top 10 bloggers.'

Ironically, some brands are taking a lead from traditional magazines as to which bloggers
to follow. Over the past six months, almost every glossy women's title has run a feature
showcasing fashion blogs. For instance, WhatKatieWore.com has been covered by titles
including Grazia, Marie Claire and The Sunday Times Style magazine.

While print publications have a clear scope in terms of readership and circulation, brands
may struggle to achieve similar levels of reach with blogs. How-ever, many in the
industry point out that reach should not be brands' sole focus.

Celebrities are extremely important and valuable to brands, especially in the luxury
fashion sector. There is no argument about it. They wield enormous power in fashion
circles and can contribute to making and breaking brands. Fashion designers pamper
them and brand managers recognize their potential to brands and utilize this effectively.
Celebrity endorsement does not however begin and end with shooting and printing the
photo of a beautiful model in a fashion magazine. There are several factors and
dimensions involved in choosing a celebrity to endorse a brand. It is however worthwhile
to understand what the true value of celebrity endorsement is.

According to recent research statistics, the number of celebrity advertisements has

doubled in the past ten years. One in four adverts features celebrities now as opposed to
one in eight in 1995. Although this statistic is related to consumer goods and services,
there has also been an increase in the use of celebrities in the brand message
communications among luxury brands. Italian luxury brand Versace has used music icon
Madonna and Hollywood stars Demi Moore and Halle Berry in its print adverts between
2005 and 2006. Likewise Julia Roberts appears in Gianfranco Ferre’s adverts, Sharon
Stone in Dior and Jennifer Lopez, Scarlett Johansson, and Uma Thurman in Vuitton ads.
Also, non-luxury brand Gap has used television star Sarah Jessica Parker to promote its
brand in the recent past.

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The reasons that these personalities are used in brand communications include making
the brand’s message stand out among the clutter of advertising from competitors and
convincing customers of the credibility of the brand’s offerings. In addition to these,
celebrity endorsement is important to luxury brands for the following reasons.

1. Celebrity endorsement is a great brand awareness creation tool for new luxury
brands.
2. Endorsement by celebrities helps to position and re-position existing brands.
3. Celebrities contribute to sustaining a brand’s aura.
4. Celebrities are used to revive and revitalize staid brands.
5. Celebrities generate extensive PR leverage and opportunities for brands.
6. Celebrities are used to create global brand awareness.
7. Celebrities promote a brand’s products and appeal.

There are several ways that celebrities can be used to either endorse a luxury fashion
brand or show an association with the brand. The classic and most widely utilized method
is the paid-for media advertisement mostly found in fashion magazines and on television.
This is where a celebrity is photographed or filmed with an often appealing product of the
brand in question. The themes of these advertisements often vary but the underlying
message is uniform and that is an indication of a direct connection between the brand, its
products and the celebrity. Additional ways that celebrities are used to endorse brands
include the following.

a. The already mentioned print advertising found in various magazines such as the
2005 spring/summer and autumn/winter adverts of Versace that featured
Hollywood stars Madonna and Demi Moore, respectively.

b. Television advertising such as the video clip advert of the Chanel No. 5 perfume
featuring Nicole Kidman in 2004/2005.

c. Product use in movies and television programs, especially sitcoms and soap
operas, such as the 1980 film “American Gigolo”, which was a showcase of
Armani designs and contributed to the global appeal of the brand. Recent movie

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 brand promotion includes “Legally Blond II” for Jimmy Choo, “Le Divorce” for
Hermes, and the venerable sitcom “Sex and the City,” which patently promoted
both Jimmy Choo and Manolo Blahnik.
d. Fashion spreads showing celebrities in apparel and accessories by luxury brands
at different events and locations.

e. Photographs of paid celebrities casually using products from a brand. This tactic
of celebrity endorsement works where a brand pays a highly photographed
celebrity to appear with their products in an indifferent manner indicating that the
product and brand is part of their daily lives. Although this practice might be
thought uncommon in the luxury goods category, as luxury products are highly
desirable even to celebrities, the practice exists and is effective as it portrays a
true lifestyle which the public can relate to better than a glossy advert.

Celebrity endorsement transfers the personality and status of the celebrity as successful,
wealthy, and distinctive directly to the brand. Other personality attributes that the
celebrity may have such as glamour, beauty, talent, and style will also be ultimately
linked with the brand. This factor however appears to a lesser extent among luxury
brands than consumer brands because luxury brands already have well-defined and strong
brand personalities. This raises the question of the choice criteria of a celebrity for a
brand. How can the right celebrity be matched with the right brand to achieve the desired
maximum impact and results? The following five rules of celebrity endorsement for
luxury brands provide an indication of this.

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Questionnaire And Its Analysis

Q.1 Which is the best source to get information regarding products?

Q.2 Which medium of advertising do you like the most?

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Q.3 Do you like the use of celebrities in advertising?

Q.4 Your buying decision is influenced by

Q.5 what is the best thing you like in advertisements

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Q.6 do you think that sensuousness adds effectiveness in advertisements?

Q.7 Do you prefer other sources like social networking sites to get information
regarding brands

Q.8 which social networking sites do you prefer the most?

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Q.9 how often you use these web sites?

Q.10 Do you think that these websites are effective medium of advertising?

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Findings
1. Maximum number of consumers prefers social networking sites for getting
information about a product.

2. This new trend of using social networking sites as a advertising medium

has been successful.

3. The use of celebrities in advertisements adds some glamour but this thing
is fading.

4. Majority of people are no longer influenced by the sensuousness shown in

advertisements but a certain number of people still think that it is
effective.

5. The number of people using social networking sites is increasing day by

day making it the most effective medium for promoting a brand.

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 6. Creativity is still the top priority for people in advertisements.

Suggestions

1. The biggest and most important part of an advertisement is creativity. It is one

thing every customer wants in an advertisement. The advertising agencies should
give its maximum to this section in order to have an extra edge over their
competitors and to attract maximum of the population.

2. Celebrities play a vital role in advertisements. A good brand campaign idea and
an intrinsic link between the celebrity and the message are musts for a successful
campaign. Celebrities are no doubt good at generating attention and if used
smartly, they can become a great tool to attract more and more customers.

3. Sensuousness is important for some advertisement but it is not compulsory. To

make an effective advertisement the uttermost importance is of creativity. You
can use humour instead of sensuousness because it is one thing which is liked by
all and is easy to remember.

4. These new trends are no doubt effective but in order to have a leadership in the
market, advertising agencies should focus on certain things

a. The only thing that matters is the opinion of the customers. It is one thing
which is connected to the mind. To won the customer’s advertisements
should be made in accordance to the psyche of the current audience.

b. The prime time for advertisements is the evening time when the complete
family is sitting together. Advertisements shown at this time should
contain an extra touch of humour. This is because everyone wants to have

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 a good time with the entire family and little humour is what which is
acceptable in this condition.

CONCLUSION

In todays competitive and a globalised economy the need and importance of

advertising is increasing day by day, as the development in all fields is taking place
rapidly. Advertising is really a very interesting and a very important topic related to
marketing as marketing depends a lot on advertising. Advertising helps the advertiser to
communicate the message to the consumer in a proper manner.

Everyone needs advertising for promoting its products or services in this

competitive market. Advertising acts a tool for the companies to inform the consumers
about the latest product in the market and also to give reminder to the consumers for
already existing products in the market. Advertising is useful for both the advertiser and
the consumer, as the companies boost their sales through it and consumer get the
knowledge of the product or service in the market. Advertising has really changed from
past to present, today advertising is done in a totally different and in an extra ordinary
manner from the previous years, its appeal and impact is more as compare to past, this is
because of globalization and development and in future we may see more different type
of advertising as compare to today’s advertising.

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69