Declaration

I, KHAN FARHANUDDIN. MOHD SHAFI student of RAMANAND ARYA D.A.V

College of T.Y.B.M.S (SEM V) hereby declare that I have

Completed the project on “ADVERTISING” in the

Academic year 2009-2010.

The information submitted is true and Original to best of my knowledge.

DATE: KHAN
FARHANUDDIN
PLACE: MUMBAI T.Y.B.M.S (SEM V)
Ramanand Arya D.A.V. college
 CERTIFICATE

I prof.ASHWIN DHAR hereby certify that Mr. KHAN FARHANUDDIN .M.SHAFI

student of RAMANAND ARYA D.A.V COLLEGE of commerce, science and
management studies of T.Y.B.M.S hereby declare he has completed his project
on “ADVERTISING” .In the academic year 2010-2011.

The information submitted is true and original to the best of my knowledge.

___________________ _________________
(Prof.ASHWIN DHAR) Dr.AJAY BHAMRE.
(Project guide) (Principal)

Date: __/__/2010
place: MUMBAI
 Acknowledgement

It gives me great pleasure while submitting this project on the topic

“ADVERTISING”.

I thank Prof Mr.ASHWIN DHAR for guiding me throughout this project work and I
also thank him for motivating me in different ways and enabling me to complete
my project.

I express my deep gratitude towards my family members in taking efforts helped

me in giving final shape and structure to my project work.

I am also thankful to all those seen and unseen heads, which have been of direct
or indirect help in completion of this project work.
 Index

Sr no Topic Page no.

1 Introduction 1-2

2 History 3-6

3 Types of Advertising research 7-11

• Pre-testing
• Pos-testing
• Agency structure of advertising agency
4 Objective/function of advertising 12-13

5 AIDA MODEL 14-17

6 5 M of advertising 18-19

7 Various media for advertising 20-40

8 Advantages and Disadvantages of advertising 41-50

9 Positive and Negative effect of advertising in market 51-53

10 SWOT analysis 54-56

11 Future of advertising 57-58

12 Vodafone marketing strategy : Hutch to Vodafone 59-62

13 Vodafone advertising strategy : Hutch to Vodafone 63-65

14 Advertising campaign of Vodafone 66-81

• Vodafone advertising campaign{Zoo Zoo}

• Advertising strategy of Vodafone
• Marketing strategy of Vodafone
• Vodafone latest advertising campaign {parrot}
15 Some examples of advertising 82-96

16 Conclusion 97
 Summary
Imagine a day in the life of an average urban Indian male living in an apartment
by himself. He wakes up early in the morning to the sound of a hi – tech alarm
(which he has recently bought, thanks to the ad of an alarm clock he seen on
TV). He jumps out of bed and switches on the radio (to hear some good music on
FM punctuated with some news headline). The TV is then switched on (to the
channel on Aerobics while he works out with those slim women who promise a
good physique in just a couple of months). With a brush in his mouth (of course
with ‘Close – Up’ toothpaste ‘for greater confidence’ and so that beautiful girls
may say ‘Talk to me’), he scans the news paper for a quick update while he
prepares some breakfast (the fast and highly nutritious ‘kellogs’ which once again
he purchased because of the attractive ad). After a warm bath (with ‘Dettol’ soap
- for greater skin protection and ‘Head and Shoulders’ Shampoo so that he is
never embarrassed because of dandruff), and a cool shave (with the very cool
‘Gillette Shaving foam’ as shaving cream is out and shaving foam is in, and the
‘Mac3’ - for the closest shave), he bathes his cheeks with an after shave (‘Old
Spice’ – for that macho feeling). He dashes off to work (whizzing past posters,
billboards, hoardings – all bombarding him with different messages, schemes,
offers etc.). His bus and train journey are never boring as he always carries the
latest ‘India Today’ to keep him abreast of the latest happenings. He is on the
field working when he feels thirsty (but he cannot make up his mind whether to
have a ‘Thumps – up’ – as he is grown up, or to have a ‘Pepsi’ – because he
wants to live young forever; any way he decides to play safe and have a ‘Bisleri’).
His mobile suddenly buzzes. It’s a programmed call, reminding of his date. He
realises he is late. At the shopping center close by he buys his date a card (an
‘Archies – I’m sorry Card’ of course, because no one can say it better than
Archies). Obviously his date reacts as she is expected to by giving him a hug
(just like the ad). After the great date they return home. After some TV snacking,
he sets the mood with some soft music, spruces himself (any guesses with what?
– yes with the good, irresistible, ‘AXE’ deo spray). And the lights go out. (Hey
wait a second; I forgot to mention the extra soft…. ‘Kurlon’ mattress he had
recently purchased thanks to the special Diwali offer). That was Media and
Advertising’s influence for us.

A wise man once said, "The person who saves money by not advertising is like
the man who stops the clock to save time." In today's fast-paced, high-tech age,
businesses must use some form of advertising to make prospects aware of their
products and services. Even a famous company like Coca-Cola continually
spends money on advertising to support recognition of their products. In 1993,
Coca-Cola spent more than $150 million to keep its name in the forefront of the
public's eye. So the question isn't whether or not you can afford to advertise, you
simply must if you want your business to succeed.
Some questions you should consider before buying ads are:
1. What media is the best to use?
2. How important is creativity?
3. Is there a way to buy space and time that will stretch my advertising budget?

When it comes to advertising, a lot of people really don't know what they want,
where to get it or what to do with it after they have it. This publication will help
you learn to determine what type of advertising media is best for you. It also
provides guidelines you can use to obtain the advertising exposure you need and
win help you identify ways to make your advertising more cost efficient.
Advertising is an investment in your business' future. And, like any investment,
it's important to find out as much as you can before you make a decision. You'll
be able to use this publication often as a reliable reference toot in the months
and years to come.