PROJECT

ON

ADVERTISEMENT
Submitted To

Submitted By

Dr. Seema Gupta

Roll No. 1239

UDIT BUBNA
B. Com (H) Final Yr

DEPARTMENT OF COMMERCE
DESHBANDHU COLLEGE
DELHI UNIVERSITY

CONTENTS

Introduction
Project Design
World of Advertisement
Need for Advertising
What Makes an Advertisement Effective
Ethics in Advertising
Limitations
Conclusion
Reference

ACKNOWLEDGEMENT

I wish to express my gratitude to those

who generously helped me in the preparation
of this project report.
My sincere thanks and profound gratitude
to my mentor, Dr.SEEMA GUPTA without
whose guidance and support this project would
not have been possible. She helped me with
the details of formatting and compiling the
project.
And finally I would like to say that it has
been a great preference to me before I
graduate from B. Com H

UDIT BUBNA

DECLARATION

This is to certify that the project

entitled

Advertisement

has

been

completed by me under the guidance and

supervision
Department

of

Dr.

Seema

Gupta,

of Commerce Deshbandhu

College, Delhi University .

I further certify that is an original
work

and

has

not

been

submitted

anywhere else for the award of any other

degree or diploma.

UDIT BUBNA
HOD

Mentor

INTRODUCTION
Advertising is the key to the world prosperity: without it today
modern business would be paralyzed.
Advertising is the essence of public contact. The great art in
writing advertisements is finding out a proper method to catch the
reader or viewers eye: without which a good thing may pass over
unobserved.
One such strategy is celebrity endorsement of the brands.
What is a brand? A brand is a name, a sign, or a symbol
such as a trademark or logo that identifies a product or service
and differentiates it from similar products or services. It is
different from a product, in that the product performs a task
for the user while the brand adds value and covers the source
of the product protecting the customer, producer from
competitors who would attempt to provide products that seem
to be identical.
Marketers use a whole lot of tactics to draw the
consumers attention to their brand - one of these is getting
celebrities to endorse the products. A celebrity may be the
embodiment of the companys image. When celebrities endorse a
brand, customers become aware of the product/service such that

they totally believe and trust that the purchases will meet their
requirements and expectations. But all this provided there is a
proper fit between the chosen celebrity and the brand
Advertisers play this trick with the consumers; they know
that some faces actually appeal to the masses, be it Sachin in
boost, Sharukh in Santro or Big B Amitabh Bachchan in
ICICIC.
A well - chosen celebrity can draw attention to a brand
e.g. Sachin Tendulkar, the worlds number one batsman endorse a
product like boost ( a malted drink targeted towards children)
cricket-crazy children fans of the player feel All I have to do is to
drink boost and I can play cricket like Sachin.
This project is a study of the advertising strategies of
different companies who use celebrities to promote their brand and
hence increase on sales.
The study has been divided into two sections:
1.

Content Analysis

This part quantitatively assesses the volume of ads appearing in

the print and electronic (TV) medium. Ads of all the companies
having celebrities as endorser were collected and analyzed.

2.

Consumer survey

A consumer survey conducted to analyze the impact of these adsto what extent was the consumer influenced and persuaded.
The content analysis and the consumer survey were simultaneously
conducted for the capital location of Delhi.
The OBJECTIVE of the project is summarized as follows:
Introduce

the

word

advertising.

Highlight

its

need,

effectiveness and role in todays world.

Discuss the concept of advertising strategy
Give a brief account on celebrity endorsement in ads.
Conduct a consumer survey to analyze the impact, opinion
and responses of consumers to the with respect to:
a) Strategy used in ads.
b) Effect on the buying behavior.

The IMPORTANCE of the project is to study the different aspects

of the advertising strategy adopted (Celebrity endorsement) by the
companies and survey their impact.

This project analyses the famous strategy of endorsing

celebrities adopted by the companies and survey their impact. Each
company wants to hold the maximum share of the market and lead
it.
With a new face used by the companys everyday, they
struggle to create the market and hold on their customers. These
ads tend to reach the consumers and manipulate his behavior. They
can very effectively inform the consumer, talk to him and then
persuade him to try that companys goods or services. The media
planning of ads intelligently covers all the aspects of what, when,
where and how, which ultimately links them to their consumers.
The NEED of the project is to analyze and study the effect
of these ads on the consumer. Whether the existing and potential
customers were really affected by these campaigns or not? Have
the ads influenced them enough to change their mindset? Have the
companies actually cashed in after these ads?
All these questions led me to prepare the report on the
same.
Admirers of celebrities are all over the India, with such a
scenario the SCOPE of the study expands to the whole of India.

But the constraints of resources have compelled the study

to confine itself to the region of Delhi alone.

PROJECT DESIGN
SAMPLE
India till today remains a press dominated country.
Though the medium of TV is no less, the reach of newspaper as
compared to TVs is more.
For this project on the analysis of celebrity
endorsement in ads the mediums picked are print and TV. It was
thought more relevant and meaningful. To concentrate on the
analysis of ads appearing in these mediums, because the
companies reach out to their existing and potential customers
through these mediums. Coverage of both was considered
necessary for fair representation.
STUDY PARAMETERS
In case of content analysis the study parameters were
restricted to print and TV only.
For the consumer survey a questionnaire was prepared to
analyze the influence of these celebrity endorsed ads on the
consumers.

To get a fair representation of the consumer sector the

sample size of 50 people was used.

THE WORLD OF ADVERTISING

Advertising is a powerful and the most difficult form of
communication.
The American Marketing Association (AMA) defines advertising
as any paid form of non-personal presentation and promotion of
ideas, goods and services by an identified sponsor.
It is the vital marketing tool that facilitates the selling of products,
and even the change of attitudes at large for the benefits of the
society. It uses the mass media to persuade or influence an
audience.
The standard definition of advertising has six elements:
a) Advertising is a paid form of communication, although some
forms of advertising, such as public service announcements
(PSAs), use donated space and time.
b) Not only is the message paid for, but the sponsor is identified.
c) Most advertising tries to persuade or influence the consumer to
do something, although in some cases the point of message is

simply to make consumer aware of the product and the

company.
d) The message is conveyed through many different kinds of mass
media.
e) Advertising reaches a large audience of potential consumers.
f) As advertising is a form of mass communication, it is also nonpersonal.
Today, advertisers can provide customization through
interactive media such as the World Wide Web. The key point is
that the interactive advertising reaches a large audience.
The cost for time in broadcast media, for space in print
media, and for time and space in interactive and support media are
spread over the tremendous number of people that these media
reach.

NEED FOR ADVERTISING

Advertising was not a known concept in the earlier times. There
were few products and services offered and the industry was
monopolized. People had limited choices and were less aware.
With the expansion of population and growth of towns the number
of products, producers and shops also increased.
The need for communication was felt and advertising was born.
People started publishing and distributing handbills to make the
customers aware of their products or service.
Gradually with the technological boost and establishment of mass
media the advertising sector grew to its present capacity and is
now one of the most important and influential sectors of the
industry.
Hence the need of advertising is as follows:
1.

Communication with the customers

Advertising is the best medium to communicate with large number

of audience and make them aware of your products, its uniqueness,
innovation and facilities.

2.

Need for persuasion

In this world of cut throat competition where all the producers aim
to lure the customers and gain profits, advertising comes to their
rescue. Ads influence the prospective buyer and provoke and
persuade him. It is also a brand building strategy.
3.

Need for enhancing national economy through increased

production and sales

With an increase in production of products and consumption of the

same, advertising in a way enhances the national economy and
boosts the national income.
4.

A catalyst for change

New technologies, innovations, product lines- advertising takes

these to the consumer and is a catalyst for change.
5.

Mass production requires mass consumption through

mass media

Advertising directly encourages the expansion of mass media as a

whole. It uses the different channels of communication to get to its
large target audience and hence is an active participant in the
growth of mass media.

Advertising will only survive and grow if it focuses on being

effective. All advertisers are expecting specific results, based on
their stated objectives.
Advertising must be effective; it must achieve its objectives.
Advertising can not save products.

WHAT MAKES AN ADVERTISEMENT

EFFECTIVE?
Explicit objectives should drive the planning, creation and
execution of each ad. Only the advertiser knows if the campaign
reached its objectives and was worth the money. Effective ads are
ads that help advertiser to reach its goals.
Characteristics of Effective Ads
Effective ads work on two levels. First they should satisfy
consumers objectives by engaging them and delivering a relevant
message. And, the ads must achieve the advertisers objectives.
Initially, a consumer may be interested in watching an ad for its
entertainment value and to satisfy their curiosity. If the ad is
sufficiently entertaining, they may remember it. However, they
may then learn that the ad relates to a personal need and provides
relevant information about how to satisfy that need. The ad may
also offer enough incentive for the consumer to risk the change
because it shows how to satisfy their needs in a manageable way.
Further, ads may reinforce their product decisions and remind of
how their needs have been satisfied.
The advertisers objectives differ from the consumers. Ultimately,
advertisers want consumers to buy and keep buying their goods

and services. To move consumers to action, they must gain their

attention. They must then hold their interest long enough to
convince them to change their purchasing behavior, try their
product, and stick with their product.
Three broad dimensions characterize effective advertising:
strategy, creativity, and execution.
Strategy: - the who when what where and how advertising
Creativity: - the central idea that grabs your attention and sticks in
your memory.
Execution: - finally, effective ads are well executed. That means
that the details are fine-tuned.
Effectiveness only occurs to the degree that the certain effect such
as the impact or result of a message-are accomplished.
A set of typical effects that the advertiser hopes to achieve:
1. Perception
2. Learning
3. Persuasion
4. Behavior

Perception means the advertiser hopes the ad will be noticed and

remembered. Learning means the audience will understand the
message and make the correct associations. Persuasion means the
advertiser hopes to create or change attitudes and touch emotions.
Behavior is getting the audience to try or buy the product, or
perform some other action.
In advertising strategy and planning, we refer to these effects as
objectives. Every advertiser, deep down inside, hopes and assumes
that each ad will produce sales.
Effectiveness Factors
Advertising is effective in accomplishing several objectives; for
instance, creating exposure, attention, and awareness. It is also
good at providing a remainder to the customer and encouraging
repurchase.
Role of advertising
Advertising can be explained in terms of the roles it plays in
business and society.
1. Marketing

2.Communication

3. Economic

4.Societal

The Marketing role

Marketing is a process of business. It satisfies the needs and wants
of a target market or consumer through goods and services. The
products, its price, the place and promotion are the four tools
available with marketing. These are collectively referred to as the
marketing mix is the four Ps.
Marketing

communication

consists

of

several

related

communication techniques, including advertising, sales promotion,

public relations, and personal selling. The role of advertising,
within marketing, is to carry persuasive messages to actual
potential customers.
The Communication Role
Advertising is a form of mass communication. It transmits
different types of market information to match buyers and sellers
in the market place. Advertising both informs and transforms the
product by creating an image that goes beyond straightforward
facts.
The Economic Role
Advertising likely represents two economic models. First,
where advertising is a persuasive methodology and second where

the role of advertising is as a means to objectively provide pricevalue information, there by creating a more rational economy.
The Social Role
Advertising also has a number of social roles. It informs us
about new and improved products and helps us compare products
and features and make informed consumer decisions. It mirrors
fashion and design trends and adds to our aesthetic sense.
Advertising moves from being informational only, to creating a
demand for a particular brand.

ADVERTISING STRATEGY
The Who, When, What, Where and How of Advertising.
Advertising strategy as the name suggests, is the sequential
planning of the steps involved in advertising and marketing goods
or services.
Advertising strategy encompasses the target audience and
the key message and dictates the tactics used to deliver that key
message to the target audience.
What is a strategy?
Strategy =concept. This means that strategy is like a concept,
sequential planning or stepwise allocation of the procedure to be
followed.
Advertising strategies define the who, what, and why of
advertising. The where and when comprise the media
plan.
Who will you target? Why? And with what persuasive message ?
The answer to these questions will relay on three key components:
1. Customers
2. Competitors

3. Unique brand identity and/or Unique selling proposition

Every effective ad implements a second strategy. The advertiser
develops the ad to meet specific objective, carefully directs it to a
certain audience, creates its message to speak that audiences most
important concerns, and runs it in media (print, broadcast, or the
internet, for instance) that will reach its audience most effectively.
Planning the strategy calls for imaginative problem solving. The
research efforts need to be creative, and the buying and placing of
ads in the media require creative thinking.
How do advertisers find the big idea that will snare consumers?
Advertising strategy has an effective ad. Effective ad contain one
big idea
That dramatize what the seller has to offer. They in turn tantalize
buyers. A big idea focuses on a benefit and demonstrates it in a
clever or compelling fashion.
Theres is an old military maxim: amateurs discuss
strategy; experts discuss logistics. In other words, the best
strategy in the words, the best strategy in the world wont bring
victory if it cant get the forces onto place at the right time and
sustain them once there. Thats the challenge of strategic planning.

The most effective advertising strategy is that which is

practical and sustainable, in order to be implemented and
sustained in the market place. Otherwise, its not a strategy; its
fantasy.
Advertising strategy focuses attention on the key benefits
(the what) and provides the rational supporting that benefits (the
why). It focuses on what customers want, and how to solve there
problems and fulfill there desires. Key parts of the ad campaign
such as reach, frequency, and effectiveness should not be
compromised upon.
To create advertising strategy- there are two parts.
Whats going on? And what the client should do about it.
Is the ad going to make the viewers laugh? Cry? Run and
hide?
Does it appeal to the right audience? Does it demonstrate the
benefit that audience desires in a persuasive, dramatic, and unique
way? Is it believable? Does it convey the brand personality for
which the company is known?
How to position a company, product or service? This one
simple thing can make the difference between survival and failure.
An advertising strategy makes all the differences.

First have something good to say. Second, say it well. And

third, say it often.
This principle holds so true to advertising and its strategy.
In terms of advertising: something good to say means that
youve innovated your business sufficiently so that youve got
something of value to the marketplace thats worth advertising in
the first place.
Saying it well has to do with taking what you do well and
saying it in your advertising in such a way that it gets people to
notice and take action.
Saying it often, refers to executing the advertising and
follow-up marketing in a systematic format that allows building
brand equity and cost-effectively turns prospects into customers.
The advertising mix determines the kind and nature of
advertising and its strategy. No successful advertising can be
developed in disregard of this mix. By it self advertising does not
sell products. The greatest advertising can at best include the initial
trial of product. Finally the product has to live up to the
expectation that advertising creates in the mind of consumers.

Explicit objectives should drive the planning, creation and

execution of each ad. Ads should work with other forms of
marketing communication to reach customers.
There are two types of objectives advertisers objective &
consumers objective.
The advertisers objectives differ from the consumers.
Ultimately, advertisers want consumers to buy and keep buying
their goods and services. To move consumers to action, they must
gain their attention and must hold their interest long enough to
convince them to change their purchasing behavior, try their
product, and stick with their product. For this there should be an
effective strategy.
An effective strategy contains the following elements of
target consumer, consumer behavior and effects, branding,
budgets, Unique Selling Point, the creative strategy, the media
strategy, and the competitors.

1.

Target Consumer:
Communication is primarily a force that moves a human

mind up a series of steps. Awareness and knowledge comes

through the information given about the idea. Followed by the
steps of liking and preference by learning how the presented idea is
different and better that the competing alternatives. Finally, the
steps of developing a conviction and final acceptance of the idea,
when the sender motivates the receiver to decide-in favor.
The business of media, advertising and marketing is
driven by one resource-people.
So, it becomes imperative to study and ponder on what they
want, when they want it and how they want it.
Truly knowing your best customers is the key to finding new
customers just like them. To develop advertising that triggers a
selling process in customers minds, seek to understand what
motivates the customers. One must know their likes and dislikes,
fears and hopes, needs and desires.
Studying their demographics, geographic location, product
usage and other attributes will help target ads effectively. Use of
various tools helps understand the customers and good prospects
like them.

In this knowledge driven industry, its peoples ideas and

accepted wisdom, which shape winning strategies and success
stories.
2.

Consumer behavior and effects:

Perception, learning, persuasion and behavior are the effects

advertisers want to achieve through their strategy

The Hierarchy of effects mode, shows how communication
takes up a ladder or a scale, starting with them by injecting the
basic information, moving them through the process of creating
interest and a favorable attitude towards the idea and ultimately
motivating them to act favorably.
These match to the most popular and the moist accepted
psychological model that divides behavior into three dimensions
(1) cognitive-intellectual, mental or rational state (2) affective
emotional and feeling state (3) cognitive or motivational
striving state treating acceptance of ideas as positive or negative
goals.
3.

Branding
What exactly is a brand? A brand is more than a symbol-

it is a promise that the service carrying the brand will live up to its
name, and perform.

A brand is an identity, built over time, from the combined

impressions of the companys name, symbols, designs, personal
and communications. Once an identity is established in customers
minds, its very hard to change it. So its important that the brand
identity is developed with care.
In todays complex scenario of 360 degree communications,
Brands and Brand Building is taking a new meaning.
To create and characterize a brand and build goodwill
interactive tools are used. Interactive tools create and define the
brands personality. Establish a relationship between the brand and
the audience.
Use of visual icons, symbols or other representations of the
brand such as the logo or a character help the customer identify
with the product. Through all these aspects the buyer decides to
buy Consumer involvement and influence his different types of
purchase decisions.
Branding helps customers know what the company stands
for. Brand-name products command higher prices than generic
equivalent for a simple reason that they have a perceived value.

4.

Budget
It is smarter and more economical, and, in the long run

more successful, to think about the operational limits before

thinking about advertising strategy.
The time available, budget resources and available media
all should be taken care of. Then, knowing those logistical
considerations, an advertising strategy one can afford to implement
and sustain should be developed; advertising strategy that doesnt
just look good on paper, but also works well in real life.
After all, real life is the only test of advertising strategy,
advertising logistics, and advertising copywriting.
5.

Creative Strategy
Once a target and position have been selected for the brand,

creative strategy is developed.

A creative focuses initially on approaches to stimulate
message recipients to process the advertising message by
associating it to what they already know.
How a communication is structured can facilitate its
processing, particularly when the appeal is externally placed (i.e.
TV and Radio). Two approaches are common to structuring a
message.

One is a lecture format. This involves having some

spokesperson talk to audience. The spokes person may be visible
or unseen, and may use audio and visuals props to reinforce the
information being conveyed. The lecture format is particularly
appropriate when the advertiser has significant information to
convey.
The other approaches involve the use of drama. Here the
people in an ad are not talking to the audience, but rather to each
other. It is as if the audience is overhearing some real life episode.
A dramatic format is often effective when the advertisers goal is to
demonstrate products efficacy, or to convey some feeling related to
a product or service.
Once the format is decided upon, consideration is given to
strategies for enhancing the chances that what is said in advertising
is represented in memory.

A variety of different devices are

available to prompt message elaboration. One such device is use of

late IDs. This should be used carefully as it can evoke both
positive and negative responses.
The fundamental way to sell ads is by using drama to get the
viewers attention, then nurturing that attention so it becomes
interesting and ultimately desire for the product or service.

Ads are of a number of ways, from gentle humor to

straightforward storytelling to shock effect. An effective ad fits the
brand identity of the advertiser, but also fits the self image of the
prospective customer.
Often, creativity lies in finding new combination of old ideas.
A big idea shines a new light on something thats been there all
along.
6.

Unique Selling Point of the Brand

The unique selling point of the product is what makes the

company and the product unique and valuable in the minds of

target customers. Branding is vital in todays marketplace.
Why? It is basically for two reasons.
Weve reached an unprecedented level of variety and quality
in the marketplace. For almost every need, several offerings exists
that will do the job well enough. The features that make todays
product new and improved often are small refinements or supply
added to stimulate desire. Its getting harder for customers to
convince themselves of the need for new purchases.
Strategically promoting ones own brand helps customers
recognize whats unique and desirable about the company and its
offerings.

When customers have hundreds options to choose from, the

reassuring familiarity of a known brand is of great value.
Branding happens with or without strategic control: a
carefully nurtured unique brand identity is an invaluable asset to a
company.
To develop advertising themes or strategies that lead to sales
one must be clear on the components ofcustomers, competitors,
and brand identity.
7.

The Media Strategy:

Media plays an extremely important role in the advertising

strategy. It gives meaning to the whole planning process. It is

through media that the ad reaches its large number of target
audience and potential customers.
The media today has a wide horizon and reach. The
channels of mass media like newspapers, televisions, cinema,
magazines, radio and the internet makes it possible for the ads to
reach the consumer. Also these can be placed at the right time and
more frequently so as to appeal the people and be retained.
8.

Competitors
These are people who are competing with you for customers.

Each competitor has chosen advertising where he has chosen

a benefit to emphasize in his or her advertising.
Analyzing what they are doing helps design ones own
strategy to set oneself apart.

ETHICS IN ADVERTISING
Ethics have always been an important aspect of every business
activity, although the term has meant different things at different
times in different lands to different people. Nonetheless, as ethical
concerns are an inseparable element of business, advertising
cannot ignore them. Sadly, the advertising industry has rarely cared
to look beyond immediate marketing objectives. The argument in
the industry is that it is the government's job to judge what is right
and what is wrong. Shirking its own responsibility for regulation,
the industry has belittled business values and agencies have
harmed their balance sheets.
For any business, customer is very important, and businessman
attempt to communicate to all their target customers using means

of communication like advertising and sales promotion.

Advertising is a very powerful and most commonly used tool.
Benefits of Advertising
Communication
The organization has to attract the customer and create a market for
its products. For this purpose, advertising is the most powerful and
widely used tool for communicating message regarding
products/services to a large target audience.
To raise the standard of living
In our developing economy, adverting with its micro and macro
level influences, exerts vast and varied influences that have played
key role in raising the standards of physical and material well
being of the Indian society.
To make market competitive
In India, one finds many innovations being introduced which has
changed the market structure from seller's market, and thus the
result is more competitive market conditions.

 Product Differentiation
It is a fact that advertising brings about products variety through
real and psychological product differentiation.
Critical evaluation of Advertising
Though many benefits are achieved through advertisements, the ad
message is becoming more and more exaggerated. To achieve
competitive advantage, advertising magnifies unimportant
differences, resorts to clever, tricky product promises, and claims
more and more unbelievable benefits. The customer finds many
advertisements as false, deceptive, or misleading. Consumers are
uncertain regarding whether or not the performance of a product
purchased will in fact meet their needs. If they find that the product
lacks in quality, advantage, durability etc., as advertised they might
not buy it again, and develop an aversion to every other product of
that company.
Unethical Advertising
Advertisement is considered unethical in the following situations;
When it has degraded or underestimated the substitute or rival's
product.

 When it gives false or misleading information on the value of the

product.
When it fails to give useful information on the possible reaction
or side effects of the product. And
When it is immoral.
Ways of Misleading the Consumers
Many a time, traders entice the customers into their stores by
advertising goods at a very low price, but they stock only a handful
of such sale items in the store. When the advertised goods are sold
out, consumers are steered towards the higher-priced stock or
lower quality goods.
Retailers must ensure that reasonable supply of products is
available during the sales, and retailers should not purposely avoid
it. Retailers should make it clear in the advertisement that how
many items on sale are available or when the sale ends.
Sale offer should be for a limited period. Advertisement should
declare that sale offer is for a limited time period. The period of the
offer should be made clear in the advertisement only when the

advertised goods are available for a limited period or stocks are

limited.
Traders often offer insignificant price reduction. To illustrate, a
trader may advertise that the price of product is reduced to
Rs.99.95, when the normal selling price is Rs.100.. The trader must
include the normal selling price and discounted price in his offer
.The trader sale offer is misleading if the trader claims the product
is below cost, when the price is not below cost after discounts,
rebates and other allowances it is misleading if the trader simply
shows a fictitious higher price as normal selling price in the
advertisement.
Advertisement must clearly indicate the total price of goods or
services. All price comparison must be truthful and must not
intentionally or unintentionally mislead the consumers. Under the
Fair Trade Practices Act, retailers have an obligation to ensure that
they do not mislead or make false representations to customers
with respect to price of the goods. The consumers who shop
around and compare the prices of various products are less likely
to be deceived by misleading claims consumers should also be
aware of what is a reasonable price of goods and not take any
advertised discounts at face value.

 While many sales are legitimate or genuine, the consumers

should not get attracted to such sales offers i.e., "Hurry...very few
days remain for sale''. The consumers should be aware of what to
expect when retailers place items on sale and how to avoid being
misled by discount advertisements. A marketer should take care to
ensure that when goods or services are advertised to be available at
a discount or as being on sale, it is a genuine discount or sale.
Remedies to overcome Deceptive Advertisements
Cease-and- Desist Orders
The cease-and-desist orders, which prohibit the respondent from
engaging any more in deceptive practice, are actually the only
formal procedure established by the Federal Trade Commission
Act for enforcing the prohibition of ' deceptive acts and practices.''
Restitution
Restitution means the consumer is compensated for any damage
caused to him by the product that had advertised claims not
adequately substantiated. Restitution is rarely considered because
of its severity.

 Affirmative Disclosures
If an advertisement has provided insufficient information to the
consumers, an affirmative disclosure might be issued Affirmative
disclosure require 'clear and conspicuous disclosure' of omitted
information. Often the involved information relates to the
deficiency or limitations of the product or service possibly relating
to matters of health or safety.
Corrective Advertising
Corrective Advertising requires the advertisers to verify past
deception by making suitable amendment in any of its future
commercial.
Self Regulation in Advertising
It is our responsibility to regulate our operations. And we must do
it ourselves. Self regulation is not a quick-fix solution; it will be
completely ineffective without commitment from and the integrity
of one and all. Self Regulation may require the following;

 The development of a self-regulatory code of conduct covering

all forms of media that is sensitive to ethics, legalities, decency and
truthfulness in advertising.
Provision for monitoring and accountability, including a policy
allowing for the removal of ads that violate the code.
Greater participation of advertising professionals in the
regulatory process.
The inclusion of non-industry players in the process
Consumer awareness of the self regulation system.
Simplification of the complaint process against ads.
Transparency throughout the entire system.
These reforms will achieve three goals. They will make the
industry accountable for its actions. They will make regulators and
critics think twice before attacking the industry and finally they
will lead the public to trust ads, advertisers and agencies.

CONCLUSION
Reputable companies and advertising agencies avoid telling lies.
They realize the cost of being caught. A dent in trust can prove to
be much costlier than the failure of an ad campaign or for that
matter, even a brand. The challenge before advertisers and
agencies is to ensure that ads reflect our values. We must endeavor
to see that "advertising" does not remain a dirty word.

LIMITATIONS

Only a limited number of magazines and newspapers could

be referred to. It is a small scale project, analyzing the trends in the
Indian advertising industry.
The newspapers and magazines of a fixed time period could
be referred to due to their availability over that particular time
period.
If further study is required the project could be extended to a
large scale including other media, various newspapers, magazines
etc. also, the advertising strategies between developing and
developed countries could be studied.

CONCLUSION
Summarizing the advertising strategy is also as important as
effectively building it.
What product or service is advertised? Is there promotion of
overall image, a specific product or service, a product line?
What benefit does this strategy promise? Why is that benefit,
the key benefit?
Would the typical customer agree? How is this promise
supported? Can you state for why you deliver this benefit better
than any competitor ca?
What character or tone will the ad project? How is this
consistent with other marketing efforts?
Once these questions have been answered the creative
approach is prepared.
Good advertisers know that how you say something is just
as important as what you say. What you say comes from strategy,
whereas how you say it is a product of creativity and execution.
Strategy, creativity and execution all contribute to whether an ad
wins an award.

REFERENCES
Newspapers

The Times of India

The Economic Times

The Hindustan Times

The Brand Reporter

Internet: sites referred to

www.agencyfaqs.com
www.exchange4media.cvom
www.indiatimes.com

As the second part of the project study shows, a consumer

survey was carried on in the capital to get to know the impact of
advisement on the day to day life of general public. The
advertising strategy adopted by me was related with the utility of
the goods as well as with regard to their growing popularity among
the masses. It was found out in the survey that people were keen
towards buying the things which was often used by the celebrities,
but at the same time people are also aware of the fact that things
should be chosen according to their own requirement. They must
satisfy their demands for examples when they were asked to
express their views regarding the cosmetic products, the brand was
important but apart from this they also kept in view that they must
be after dole as price is the chief concern of the huge masses.
Whoever a large section of the public was ready to spend for the
quality products.
Today in the changing scenario people are day by day
becoming health conscious and they have an access to the changes
in scientific progresses and advancements. Advertising plays an
important role in this however one important thing that came out of
the survey was that it is the middle class which is the deciding
factor as a great number of people belong to this section and want
to adopt themselves according to the needs as well as the needs of
environment. The survey also shows that the promotion played an

important role in the sale of the products than anything else. They
were certain factors taken under consideration by the people
regard.

THANK YOU