A

PROJECT REPORT ON
“ A STUDY ON ADVERTISING EFFECTIVENESS”

In Partial Fulfillment of the Award of Degree of Bachelor of Business

Administration (2017-2020)
BY
AMAN DHIMAN
BBA(6th SEMESTER)
Under the esteemed guidance of
MR. MANI SHEKHAR

GRD-IMT COLLEGE, DEHRADUN, UTTARAKHAND

Affiliated by H.N.B.GARHWAL UNIVERSITY, SRINAGAR,
UTTARAKHAND

1
 BONAFIDE CERTIFICATE

This is to certify that this project report entitled “Advertising Effectiveness”

submitted to GRD-IMT College is a bonafide record of work done by
“Aman Dhiman” my supervision.

MR. Mani Shekhar

2
 DECLARATION BY AUTHOR

This is declare that this report has been written by me the author. No part of
the report is plagiarized from other sources. All information included from
other sources has been duly acknowledged. I aver that if any part of the
report is found to be plagiarized, I shall take full responsibility for it.

Aman Dhiman

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 ACKNOWLEDGEMENT

I have taken in this project. However, it would not have been possible
without the kind support and help of many individuals and organization. I
would like to extend my sincere thanks to all of them.
I am highly indebted to Mr. Mani Shekhar for the guidance and constant
supervision as well as for providing necessary information regarding the
project and also for their support in completing the project.
My thanks and appreciations also go to my colleague in developing the
project and people who helped me out with their abilities.

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 TABLE OF CONTENTS
Page no:

CHAPTER-I

INTRODUCTION

 Need for the study

 Objectives of the study
 Research methodology
 Scope of the study
 Limitations of the study
CHAPTER-II

INDUSTRY PROFILE

CHAPTER-III

COMPANY PROFILE

CHAPTER-IV

LITARETURE RIVIEW

CHAPTER-V

DATA ANALYSIS

FINDINGS

SUGGETIONS

QUESTIONNAIRE

BIBLIOGRAPHY

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 CHAPTER-1

INTRODUCTION

6
 INTRODUCTION

Advertising is an art not a science. Effectiveness of which cannot be measured

with a mathematical or empirical formula some advertisers argue that advertising
efforts go to waste, but every advertiser is keenly interested in measuring or in evaluation
of advertising effectiveness. Testing for the effectiveness of advertisement will lead
advertisement testing must be done either before or after the advertisement has done in
the media. It is of two types, protesting which are done before the advertisement has been
launched and one is referred to as cost testing which is done before the advertisement has
been launched and one is referred to as cost testing which is done after launching the
advertising campaign. The basic purpose of advertising effectiveness is to avoid costly
mistakes, to predict the relative

Strength of alternative strength of alternative advertising strategies and to increase

their efficiency. In measurement of advertisement effectiveness feedback is always useful
even if it costs some extra expenditure to the advertiser.

The objectives of all business are to makes profits and a merchandising concern
can do that by increasing its sales at remunerative prices. This is possible, if the product
is widely polished to be audience the final consumers, channel members and industrial
users and through convincing arguments it is persuaded to buy it. Publicity makes a thing
or an idea known to people. It is a general term indicating efforts at mass appeal. As
personal stimulation of demand for a product service or business unit by planting
commercially significant news about it in a published medium or obtaining favorable
presentation of it upon video television or stage that is not paid for by the sponsor.

          On the other hand, advertising denotes a specific attempt to popularize a specific
product or service at a certain cost. It is a method of publicity. It always intentional
openly sponsored by the sponsor and involves certain cost and hence is paid for. It is a
common form of non personal communication about an organization and or its products
idea service etc. that is transmitted to a target audience through a mass medium. In
common parlance the term publicity and advertising are used synonymously.

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What is advertising?

The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which means to turn
to. The dictionary meaning of the word is ‘to announce publicity or to give public
concerned to a specific thing which has been announced by the advertiser publicity in
order to inform and influence them with

Reread them or pass them on to other. Some magazines have prestige value. The
marketer can cover national or large regional markets at a low cost per contract
(per individual reached). Magazines generally offer high-quality printing
of advertisement.

Simply stated advertising is the art "says green." Advertising is a general term for and all
forms of publicity, from the cry of the street boy selling newspapers to the most celebrate
attention attracts device. The object always is to bring to public notice some articles or
service, to create a demand to stimulate buying and in general to bring together the man
with something to sell and the man who has means or desires to buy".

Advertising has been defined by different experts. Some of the quoted definitions are:

According to American Marketing Association, “Advertising is any paid form of non

personal paid of presentation of ideas goods or services by an identified sponsor”.

 Indian marketing association has defined advertising as “any paid form of nonpersonal
presentation and promotion of ideas, goods or services by an identified sponsor”. The
medium used are print broadcast and direct.

Stanton deserves that "Advertising consists of all the activities involved in presenting to a
group a non- personal, oral or visual openly, sponsored message regarding a product,
service, or idea. This message called an advertisement is disseminated through one or
more media and is paid for by the identified sponsor.

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Advertisement carries:

In business world the terms in mainly used with reference to selling the product of
the concern. The advertising, as Jones defines it is "a sort of machine made mass
production method of selling which supplements the voice and personality of the
individual salesman, such as manufacturing the machine supplements the hands of the
craftsman." It is thus a process of buying/sponsor/identified media space or time in order
to promote a product or an idea. From a careful scrutiny of the above definition, the
following points emerge:

Advertising is a paid form and hence commercial in nature. This any sponsored

communication designed to influence buyer behavior advertising. Advertising is non-
personal. Unlike personal selling, advertising is done in a non- personal manner through
intermediaries or media whatever the form of advertisement (Spoken, written or visual).
It is directed at a mass audience and not directed at the individual as in personal selling.
Advertising promotes idea, goods and services. Although most advertising is designed to
help sell goods, it is being used increasingly to further public interest goals. Advertising
is identifiable with its sponsoring authority and advertiser. It discloses or identifies the
source of opinions and ideas. Advertising thus is: 1. Impersonal 2.A communication of
ideas. 3. Aimed at mass audience 4.By a paying sponsor. The two forms of
mass communication that are something confused with advertising or publicity and
propaganda. If we eliminate the elements of the "paying sponsor" (The paid requirement)
we would have the element of publicity left: For publicity is technically speaking,
advertisement without payment. In a similar manner. If we eliminate the requirement of
an "identified sponsor", the resulting communication is propagandistic. It is important for
us to emphasize that advertising may involve the communication of ideas or goods of
service. We are all aware that advertising attempts to sell goods and services. But we may
overlook the more important fact that it often sells ideas.

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 CHAPTER – IV

LITERATURE REVIEW

10
 LITERATURE REVIEW

According to Wheeler, “Advertising is any form of paid non-personal presentation of

ideas, goods or services for the purpose of inducing people to buy”.

According to William J. Stanton, “Advertising consists of all the activities involved in

presenting to a group a non-personal, oral or visual openly sponsored message regarding
a product service or idea. This message is called on advertisement is disseminated
through one or more media and is paid for by an identified sponsor”

Basic Features of Advertising:

          On the basis of various definitions it has certain basic features such as:

1. It is a mass non-personal communication.

2. It is a matter of record.

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 3. It persuades buyers to purchase the goods advertised.

4. It is a mass rapid communication.

5. The communication media is diverse such as print (newspapers and

magazines)

6. It is also called printed salesmanship because information is spread by

means of the written and printed work and pictures so that people may be
induced to act upon it.

Functions of Advertising:

         For many firms advertising is the dominant element of the promotional
mix – particulars for those manufacturers who produce convenience goods such as
detergent, non – prescription drugs, cosmetics, soft drinks and grocery products.
Advertising is also used extensively by masters of automobiles, home appliances, etc, to
introduce new product and new product features its uses its attributes, pt availability etc.

          Advertising can also help to convince potential buyers that a firm’s product or
service is superior to competitor’s product in make in quality, in price etc. it can create
brand image and reduce the likelihood of brand switching even when competitors lower
their prices or offer some attractive incentives.

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          Advertising is particularly effective in certain other spheres too such as:

i) When consumer awareness of products or service is at a minimum.

ii) When sales are increasing for all terms in an industry.

iii) When a product is new and incorporates technological advance not strong and.

iv) When primary buying motive exists.

It performance the following functions:

i) Promotion of sales
ii) Introduction of new product awareness.

iii) Mass production facilitation

iv) Carry out research

v) Education of people

TYPES OF ADVERTISING:

         Broadly speaking, advertising may be classified into two categories viz., product
and institutional advertising.

a)      Product Advertising:

          The main purpose of such advertising is to inform and stimulate the market about
the advertiser’s products or services and to sell these. This type of advertising usually
promotes specific, trended products in such a manner as to make the brands seem more

13
desirable. It is used by business government organization and private non-business
organizations to promote the uses features, images and benefits of their services and
products.   Product advertising is subdivided into direct action and indirect action
advertising, Direct action product advertising wages the buyer to take action at once, ice
he seeks a quick response to the advertisement which may be to order the product by
mail, or mailing a coupon, or he may promptly purchase in a retail store in response to
prince reduction during clearance sale.

          Product advertising is subdivided into direct & indirect action advertising &
product advertising aims at informing persons about what a products is what it does, how
it is used and where it can be purchased. On the other hand selective advertising is made
to meet the selective demand for a particular brand or type is product.

b)      Institutional Advertising:

          It is designed to create a proper attitude towards the sellers to build company image
or goodwill rather than to sell specific product or service. Its purpose is to create a frame
of mind and to implant feeling favorable to the advertisers company. Its assignment is to
make friends for the institution or organization.

          It is sub-divided into three categories: patronage, public, relations and public
service institutional advertising.

i) In patronage institutional advertising the manufacturer tells his prospects and

customer about himself his policies and lives personnel. The appeals to the
patronage motivation of buyers. If successful, he convinces buyers that his
operation entitles him to the money spent by them.
ii) Public relations institutional advertising is used to create a favourable image of
the firm among employees, stockholders or the general public.

iii) Public service institutional advertising jobs public support

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WHY & WHEN TO ADVERTISE:

          Advertising as a tool to marketing not only reaches those who buy, but also those
whose opinions or authority is counted for example a manufacturer of marble tiles and
building boards advertises not only to people who intend to build houses but also to
architect and engineers. While the manufacturers of pharmaceuticals products advertise
to doctors as well as to the general public. At time it is necessary for a manufacturer or a
concern to advertise things which it does not sell but which when sold stimulates the
sales of its own product. There are concerns like electric heaters, iron etc. because the use
of these increases the demand for their products.

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          Advertising should be used only when it promises to bring good result more
economically and efficiently as compared to other means of selling. There are goods for
which much time and efforts are required in creating a demand by sending salesman to
prospective buyers than by simply advertising them. In the early days of the cash register
in India it was sold by specially trained salesman who called on the prospective users and
had the difficult task of convincing them that they could no longer carry on with the old
methods, and that they urgently needed a cash register. In our country certain publishers
have found it less costly to sell their books by sending salesman from house to house
among prospective buyers than to advertise them. In these two examples the cost of
creating demand would be too high if attempted by advertising alone under such
circumstances advertising is used to make the salesman acceptable to the people they call
upon to increase the confidence of the public in the house. Naturals when there are good
profits competitors will be attracted and they should be kicked out as and when sufficient
capital is available by advertising on a large scale. Immediate result may not justify the
increased expenditure but it will no doubt secure future sales.

Sales-Effect:

Communication-effect advertising research helps advertisers assess advertising’s

communication effects but reveals little about its sales impact. What sales a regenerated
by an advertisement that increases brand awareness by 20% and brand preference by
10%? Advertising’s sales effect is generally harder to measure than its communication
effect. Sales are influenced by many factors besides advertising, such as the product’s
features, price, availability and competitors' actions. The fewer or more controllable these
other factors are, the easier it is to measure advertising's effect on sales. The sales impact
is easiest to measure in direct-marketing's effect on sales. The sales impact is easiest it is

16
to measure in direct-marketing situations and hardest measure in brand or corporate-
image-building advertising.

PROGRESS TESTS

These assess the various stages of buyer awareness, preference, buying intention and the
actual purchase in relation to advertising Effort. They are called sales effect tests.

 Measuring Sales Response to Advertising:

Though increase in sales in the true measure of advertising effectiveness, in reality it’s
difficult to measure the increase that is due to a particular advertisement. It is
rather difficult to correlate the response in sales with the advertising programme.
However, a few methods have been discarded in the following paragraphs which are
generally used to measure the sales response to advertising.

Sales Results Tests:

The additional sales generated by the advertisements are recorded, taking several routes.
Past Sales before the advertisement and sales after the advertisement are noted. The
difference is attributed toad impact. Controlled Experiment: In experimental market, any
one element of marketing mix is changed.

It is compared with the sales of another similar market. The element's presence

observance is a reason for difference in sales. Instead of two markets, the experiment can
be carried on the two groups of consumers. The inventory audit is dealers’ inventory
before and after the ad is run.

Attitude Tests:

This is an indirect measurement of the post-testing effects of advertisements on attitudes

towards the advertised product or brands. The change in attitude as a result of advertising
is assessed. The assumption is that favourable attitude towards the product may lead

17
to purchases. Most advertisements are designed to either reinforce or change existing
attitudes. An attitude is a favourable or unfavourable feeling about a product.  

Selecting the Media:

          Media selection is an important since it costs time space and money various factors
influence this selection, the most fundamental being the nature of the target market
segment, the type of the product and the cost involved. The distinctive characteristics of
various media are also important. Therefore management should focus its attention on
media compatibility with advertising objectives.

INDOOR OUTDOOR DIRECT DISPLAY

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 1.Press 1. Poster 1. Envelop & 1. Displays
Postcards
(a) Newspapers (a) Window
(b) Magazines 2. Painted displays 2. Booklet
(b) Counter
1. Radio 3.Traveling 3. Catalogs
2. Showroom
2. T.V. Displays
4.Sales letters
3. Exhibitions
3. Cinema 4. Neon signs
5. Samples
4. Trade fairs
4. Video 5. Electric signs

Modern Advertising Techniques:

Include seven that you should consider:

1. Email Advertising
2. Video Advertising

3. Audio Advertising

4. Search Advertising

5. Onsite Advertising

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 6. Mobile Phone Advertising

I recently completed a series of posts on these modern advertising techniques. The posts

provide additional information on each technique so I’ve linked to them when relevant.

1. E-mail Advertising:

Email advertising tops this list of modern advertising techniques because it tops the lists
of new and growing advertising expenditures. From small Internet marketers to large
offline and online stores, email advertising is vital to modern advertising and marketing
campaigns.

2. Video Advertising:

Video Advertising can be done on and off line. Many local cable channels offer video ads
and infomercials on a search basis for viewers. So your ad is only seen by people
interested in what you sell. Video marketing is also big on the Internet. Most online
videos are more promotion than advertising, but they play an important role in online
success.

3. Audio Advertising:

Audio advertising, whether across the Internet or the airwaves enables you to target a
narrow market and to deliver relevant and timely messages that encourage an immediate
response.

Although second to video online, offline audio advertising (radio advertising) provides all
the benefits of online audio advertising. And if you advertise on highly targeted stations
and shows, it isn’t that expensive.

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4. Search Advertising:

Search advertising, like Google’s Ad words, can provide much traffic for an online
business, but it can also cost far more than it returns in sales. To use search advertising
effectively, you need to constantly test your ads. Then rewrite and redesign them from
your test results. There’s both skill and science to search advertising. So before you jump
in, read some e books and study the search engine’s documents about their pay per click
programs.

5. Onsite Advertising:

Onsite advertising can be considerably less expensive than search advertising. Generally

a click from an ad on site costs less than the same click from a search. With Google’s
new Ad Planner, it will be easy to target a market with ads across the Internet. You can
even pick the sites that you want to carry your ads and deny ones that you don’t.

6. Mobile Phone Advertising:

Mobile phone advertising is projected to grow from just under 500 million in 2006 to a
almost 5 billion by 2011.And why not. It’s interactive, unobtrusive, and immediate. Most
people have their mobile phones with them all the time. So they can react instantly to
banner phone ads that catch their attention.

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CHAPTER – IV

DATA ANALYSIS

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 Table - 1

Respondents’ classification according to age

Age (in years) No. of respondents Percentage

15-20 44 44%
21-40 50 50%
41-60 6 6%
Total 100 100%

Pie – Chart:

Age (in years)

15-20,
44%

41-60, 21-40,
6% 50%

Inference:

Above chart reveals that 44% of the respondents are in the age group of 15-20,
50% are in the age group of 21-40 and 6% are in the age group of 41-60.

23
 Table - 2

Respondents’ classification according to sex

Sex No. of respondents Percentage
Male 60 60%
Female 40 40%
Total 100 100%

Pie – Chart:

Respondents' classification according to sex

Female
40%

Male
60%

Inference:

Above chart reveals that 60% of the respondents are males and 40% of
them are females.

Table - 3

24
 Respondents’ classification according to educational qualification

Qualification No. of respondents Percentage

Illiterate - -
Below Metric - -
Metric 10 10%
Graduate 52 52%
Postgraduate 38 38%
Total 100 100%

Pie – Chart:

Classification according to educational qualification

Post
graduate
38%

Metric
Graduate 10%
52%

Inference:

Above chart reveals that 10% are matriculate and 52% are Graduate and rests of
them 38% are post graduate.

Table – 4

Q.No.1) Do you see the advertisements?

25
 Particulars No. of respondents Percentage
Yes 100 100%
No - -

Pie – Chart:

Yes
100%

Inference:

Above chart reveals that 100% of the respondents see the advertisements.

Table - 5

Q.No.2) Do you think advertisement of cool drink is required?

Particulars No. of respondents Percentage

26
 Yes 96 96%
No 4 4%
Total 100 100%

Pie – Chart:

No
4%

Yes
96%

Inference:

Above chart reveals that among 100 respondents 96% of the respondents’ view
that advertisement of cool drink is required while 4% of the respondents view that
advertisement of cool drink is not required

Table – 6

Q.No.3) Have you seen the advertisements of PepsiCo cool drinks?

Particulars No. of respondents Percentage

Yes 100 100%
No - -
Total 100 100%

27
Pie – Chart:

Yes
100%

Inference:
Above chart reveals that all respondents are see advertisements of PepsiCo cool
drinks.

Table – 7

Q.No.4) through which media you have seen it?

Sources No. of respondents Percentage

T.V. 92 92%
News papers 4 4%
Magazines 2 2%
Others 2 2%
Total 100 100%

28
Pie – Chart:

New spapers
4% Magazines
T.V.
2% Others
92%
2%

Inference:

Above table reveals that 92% of the respondents are of opinion that they have
seen the advertisements on T.V. while 4% are of the opinion that they have seen the
advertisements through newspapers.

Table – 8

Q.No.5) Do you like the advertisements of PepsiCo cool drinks?

Particulars No. of respondents Percentage

Yes 94 No 94%
No 6 6% 6%
Total 100 100%

Pie – Chart:

    

Yes
94%
29
Inference:

Above table reveals that among 100 respondents 94% of respondents like the
advertisements of PepsiCo cool drinks while 6% of respondents don’t like the
advertisements of PepsiCo cool drinks.

Table – 9

Q.No.6) why do you like the advertisements of PepsiCo cool drinks?

Particulars No. of respondents Percentage

Because they have famous 14 14%
personalities
Because
Because of good music 14 14%
Any other they have
Theme and making is 60 famous
60%
reason
appealable 12% personalities
Any other reason 12 14% 12%
Total 100 100%

Pie – Chart:

Because of
Theme and
good music
making is
14%
appealable
60% 30
Inference:

Above chart reveals that among 100 respondents 60% of the respondents’ like the
advertisements due to theme

Table – 10

Q.No.7) could you recall any advertisement of PepsiCo cool drinks?

Particulars No. of respondents Percentage

Yes 88 88%
No 12 12%
Total 100 100%

Pie – Chart:

No
12%

Yes
88%
31
 Inference:

Above chart reveals that Among 100 respondents 94% of respondents recall the
advertisement of PepsiCo cool drinks and 6% of respondents didn’t recall any
advertisement of PepsiCo cool drinks.

Table – 11

Q.No.8) Do you think advertising is necessary for sale of cool

drinks?

Particulars No. of respondents Percentage

Necessary 28 28%

Very necessary 60 60%

Not necessary 8 8%
Can’t say 4 4%

Total 100 100%

Pie – Chart: Not

necessary Can't say
8% 4% Necessary,
       28%

32 Very
necessary
60%
Inference:

Above chart reveals that among 100 respondents 60 % of respondents are view
that advertising is very necessary for sale of cool drinks while 28% of respondents are
view that advertising is necessary for sale of cool drinks.

Table – 12

Q.No.9) which media is presenting the advertisement is necessary

for sale of PepsiCo cool drinks?

Particulars No. of respondents Percentage

T.V. 60 60%
Newspapers 18 18%
Magazines 12 12%
Others 10 10%
Total 100 100%

Pie – Chart:
New spaper
s
Magazines
18%
12%
Others
10%

T.V.
60%

33
Inference:

Above chart reveals that among 100 respondents 60% of the respondents’ view
that T.V. is presenting the advertisement is necessary for sale of PepsiCo cool drinks
while 18% said that Newspapers, 12% said that Magazines and 10% said that others.

Table – 13

Q.No.10) did the advertisements of PepsiCo cool drinks create

awareness about brands and make to consume product?

Particulars No. of respondents Percentage

Yes 84 84%
No 16 16%
Total 100 100%

 Pie – Chart:

   

No
16%

Yes
84%

34
Inference:

Above chart reveals that among 100 respondents 84% of the respondents agreed
that advertisement of PepsiCo cool drinks create awareness about brands and make to
consume product.

Table – 14

Q.No.11) did advertisement give affect on your consumption of cool

drinks?

Particulars No. of respondents Percentage

Yes 73 73%
No 27 27%
Total 100 100%

Pie – Chart:

No
27%

Yes
73%

35
Inference:

Above chart reveals that among 100 respondents 73% of the respondents’ view
that advertising gives effect on their consumption of cool drinks while 27% of the
respondents view that advertising didn’t give affect on their consumption of cool drinks.

Table – 15

Q.No. 12) how frequently you take cool drinks?

Particulars No. of respondents Percentage

Once in a day 40 40%
Twice in a day 4 4%
More than twice 2 2%
Not regular 54 54%
Total 100 100%

Pie – Chart:

Not Once in a
regular day
54% 40%

More than Twice in a

twice day
2% 4%

36
Inference:

Above chart reveals that among 100 respondents 40% of the respondents drink it
once in a day, 4% twice in a day, 2% more than twice and 54%drink it not regularly.

Table – 16

Q.No.13) Did the Famous personalities and slogans are necessary for the
advertisements of PepsiCo cool drinks?

Particulars No. of respondents Percentage

Yes 79 79%
No 15 15%
Can’t say 6 6%
Total 100 100%

Pie – Chart:

    

Yes
79%

Can't say
6% No
15%

Inference:

37
 Above chart reveals that among 100 respondents 79% of respondents’ views that
famous personalities and slogans are necessary for the advertisements of PepsiCo cool
drinks while 15% views that no, and 6% of the respondents view that can’t say.

Table – 17

Q.No.14) did the famous personalities affect your brand choice?

Particulars No. of respondents Percentage

Yes 83 83%
No 17 17%
Can’t say 3 3%
Total 100 100%

Pie – Chart:

No Can't say
17% 3%

Yes
83%

Inference:

38
 Above chart reveals that among 100 respondents 83% of the respondents said that
famous personalities affect their brand choice while 17 said no and 3% of the respondents
said can’t say.

Table – 18

Q.No.15) do you agree that an advertisement of PepsiCo cool drinks

reminds you brand name while purchasing
Particulars No. of respondents Percentage
Yes 82 82%
No 13% 13%
Can’t say 5 5%
Total 100 100%

Pie – Chart:

Yes
82%

No
13%
Can't say
5%

Inference:

39
 Above chart reveals that among 100 respondents 82% of the respondents’ view
that advertisement reminds them brand name while purchasing. While 13% of the
respondents’ view that advertising don’t reminds them brand name while purchasing.

Table – 19

Q.No.16) do you agree that advertisements of PepsiCo cool drinks helps

you to make better selection?

Particulars No. of respondents Percentage

Yes 88 88%
No 10 10%
Can’t say 2 2%
Total 100 100%

Pie – Chart:

Can't say
2%
No
10%

Yes
88%

 Inference:

Above chart reveals that among 100 respondents 88% of the respondents said that
advertisement of PepsiCo cool drinks helps them to make better selection while 10% of

40
the respondents don’t agreed that advertisement of PepsiCo cool drinks helps them to
make better selection.

Table – 20

Q.No.17) do you satisfied with the performance/quality of product

which is seen by advertisements PepsiCo of cool drinks?

Particulars No. of respondents Percentage

Yes 86 86%
No 14 14%
Total 100 100%

Pie – Chart:

No,
14%

Yes
86%

Inference:

41
 Above chart reveals that among 100 respondents 86% of the respondents’ view
that they satisfied with the performance of /quality of product which is seen by
advertisement of PepsiCo cool drinks while 14% of the respondents said no.

Table – 21

Q.No.18) do you think advertisements of PepsiCo cool drinks should be

in regular time to get effective?

Particulars No. of respondents Percentage

Yes 64 64%
No 32 32%
Can’t say 4 4%
Total 100 100%

Pie – Chart:

Can't say
No 4%
32%

Yes
64%

Inference:

Above chart reveals that among 100 respondents 64% of the respondents said that
advertisements of PepsiCo cool drinks should be in regular time to get effective while
32% advertisements of PepsiCo cool drinks should be in regular time to get effective.

42
 Table – 22

Q.No.19) did the advertisements of PepsiCo cool drinks make you loyal
towards its brands?

Particulars No. of respondents Percentage

Yes 83 83%
No 15 15%
Can’t say 2 2%
Total 100 100%

Pie – Chart:

No
15% Can't say
2%

Yes
83%

Inference:

Above chart reveals that among 100 respondents 83% of the respondents’ view
that advertisements of cool drinks make them loyal towards its brands while 15% of the
respondents’ view that the advertisement of cool drinks didn’t make them loyal towards
its brands.

Table – 23

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 Q.No.20) which reason you find for the difference of advertising
effectiveness?

Particulars No. of respondents Percentage

Education 40 40%

Likings 20 20%

Standard of living 20 20%

Other reasons 20 20%

Total 100 100%

Pie – Chart:

Education Likings
40% 20%

Standard of
Other living
reasons 20%
20%
Inference:

Above chart reveals that among 100 respondents 40% of the respondents
said that education is the reason for difference of advertising effectiveness while 20%
said likings, 20%said standard of living and 20% said other reasons for the difference of
advertising effectiveness.

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 CHAPTER - VI

FINDINGS

 96% of the respondents’ view that advertisement of cool drink is required.

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 92% of the respondents are of opinion that they have seen the advertisements on
T.V.

 60% of the respondents’ like the advertisements due to theme.

 94% of respondents recall the advertisement of PepsiCo cool drinks.

 60% of respondents are view that advertising is very necessary for sale of cool
drinks.

 60% of the respondents’ view that T.V. is presenting the advertisement is

necessary for sale of PepsiCo cool drinks.

 84% of the respondents agreed that advertisement of PepsiCo cool drinks create
awareness about brands and make to consume product.

 73% of the respondents’ view that advertising gives effect on their consumption
of cool drinks.

 79% of respondents’ views that famous personalities and slogans are necessary
for advertisement of PepsiCo cool drinks.

 83% of the respondents said that famous personalities affect their brand choice.

 82% of the respondents’ view that advertisement reminds them brand name while
purchasing.

 88% of the respondents said that advertisement of PepsiCo cool drinks helps them
to make better selection.

 86% of the respondents’ view that they satisfied with the performance of /quality
of product which is seen by advertisement of PepsiCo cool drinks.

 64% of the respondents said that advertisements of PepsiCo cool drinks should be
in regular time to get effective.

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 83% of the respondents’ view that advertisements of cool drinks make them loyal
towards its brands.

 40% of the respondents said that education is the reason for difference of
advertising effectiveness.

SUGGESTIONS

 Media should be selected according to the choice of customers.

 To give more attention in making the advertisement to make it effective for the
sale of cool drink.

 It should be attractive one so that people are attracted toward the advertisement.

 The indoor media only reach to more no. of customers so, that the advertisement
of PepsiCo also can advertise in local channels and local newspapers.

 The advertisement should be in regular time.

 Can advertise is more outdoor media because it cost is very less compare to other
media and also it can reach some time more customers mind.

 Advertisement in newspapers media now not in front page, if that advertisement

in FrontPage means it can reach more customers.

 PepsiCo should conduct periodical study to know the level of customer

satisfaction.

 Like postal advertisement is very cheap and also it can reach our customer regular
time period means we can retain our customer and we can maintain good
relationship with customers.

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 QUESTIONNAIRE

48
 A Study on Advertising Effectiveness of PepsiCo Cool Drinks

Background Information

I)       Name : ____________________________________

II)      Age : ____________________________________

III)     Qualification : ____________________________________

(i) Illiterate (ii) Below metric

(iii) Metric (iv) Graduate

(v) Postgraduate

1) Do you see the advertisements? ( )

(a) Yes (b) No

2) Do you think advertisement of cool drink is required? ( )

(a) Yes (b) No

3) Have you seen the advertisements of PepsiCo cool drinks? ( )

(a) Yes (b) No

4) Through which media you have seen it? ( )

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 (a) T.V. (b) Newspapers

(c) Magazines (d) Others

5) Do you like the advertisements of PepsiCo cool drinks? ( )

(a) Yes (b) No

6) Why do you like the advertisements of PepsiCo cool drinks? ( )

(a) Yes (b) No

7) Could you recall any advertisement of PepsiCo cool drinks? ( )

(a) Yes (b) No

8) Do you think advertising is necessary for sale of cool drinks? ( )

(a) Necessary (b) Very necessary

(c) Not necessary (d) can’t say

9) Which media is presenting the advertisement is necessary for sale of PepsiCo cool
drinks?

(a) T.V. (b) Newspapers ( )

(c) Magazines (d) Others

10) Did the advertisements of PepsiCo cool drinks create awareness about brands and
make to consume product? ( )

(a) Yes (b) No

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11) Did the advertisement give affect on your consumption of cool drinks?

(a) Yes (b) No ( )

12) How frequently you take cool drinks? ( )

(a) Once in a day (b) Twice in a day

(c) More than twice (d) Not regular

13) did the Famous personalities and slogans are necessary for advertisements of
PepsiCo cool drinks? ( )

(a) Yes (b) No

(c) Can’t say

14) Did the famous personalities affect your brand choice? ( )

(a) Yes (b) No

(c) Can’t say

15) Do you agree that advertisement reminds you brand name while purchasing?

(a) Yes (b) No ( )

(c) Can’t say

16) Do you agree that advertisements of PepsiCo cool drinks help you to make better
selection?

(a) Yes (b) No ( )

(c) Can’t say

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17) Do you satisfied with the performance/quality of product which is seen by
advertisements PepsiCo of cool drinks? ( )

(a) Yes (b) No

18) Do you think advertisements of PepsiCo cool drinks should be in regular time to
get effective? ( )

(a) Yes (b) No

(c) Can’t say

19) Did the advertisements of PepsiCo cool drinks make you loyal towards its brands?

(a) Yes (b) No ( )

(c) Can’t say

20) Which reason you find for the difference of advertising effectiveness?

(a) Education (b) Likings ( )

(c) Standard of living (d) other reasons

Suggestions: __________________________________________________________

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BIBLIOGRAPHY

53
Textbooks:

 Zikmund, William G. “Business Research Methods” Thomson south – western 7 th

edition.
 Philip kotler, “Marketing Management” prentice hall of India, 13 edition.
th

 Chunawalla, S.A., “Foundation of advertising theory & Practice”. Himalaya

Publishing House, 5 edition.
th

Newspapers:

 Hindustan Times.
 Times of India.

Magazines:

 The Times.
 4P’s.

Internet Sources:

 www.wikipedia.org.
 www.pepsicoindia.co.in.

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