Kiran Project

ADVERTAISING EFFECTIVENESS OF RAMRAJ COTTON
INTRODUCTION TO ADVERTISEMENT:
Advertising is any paid form of non-personal paid of presentation of ideas goods or services
by an identified sponsor.
Advertisement is multidimensional. It is one of me tool of mass communication, a powerful
system, a man of financing the mass media a social institution, as act from of impalement
and a profession. Today we are embossed to a large number of commercial message has at
any time is the part, newspaper and magazines are full of advertisement not the only has “
the Quality increase even the quality of advertisement has improved considerable once the
past couple of years.
ADVERTISING:
Today the world advertising is a very common term known to us. It figures in each of our
like’s day. We see it on collection the sky on the match box, in the newspaper, on the Trans
contains.
We see it on television, in the sky on the match box, in the newspaper, on the terms contains,
in the magazines. On the vehicles in the vehicles on bill boards we hear it on radio. In the
stores when we visit and so on.
Advertising effectiveness pertains to how well a company's advertising accomplishes
the intended. Small companies use many different statistics or metrics to measure their
advertising effectiveness. These measurements can be used for all types of advertising,
including television, radio, direct mail, Internet and even billboard advertising. A company's
advertising effectiveness usually increases over time with many messages or exposures. But
certain advertising objectives can be realized almost immediately.
Reach:
One metric for advertising effectiveness is reach. This measurement pertains to the
number of people who actually saw a company's advertising. Small business owners usually
know how many people can potentially see their ads. Local television stations report the
number of viewers for certain shows. Similarly, magazines report circulation figures. But not
all of these viewers or readers notice the ads. That is why small business owners often use
market research surveys to measure reach. For example, 10 percent of a local restaurant's
viewing audience may recall seeing their latest television ad. Advertising should be designed
to attract attention, build interest and prompt action, according to the experts at "Mind Tools"
online.
S.V .DEGREE COLLEGE, ATP Page 1

Sales and Profits:

One of the most important objectives of advertising is to increase sales and
profits. A profitable ad is an effective one. The best way to build sales and profits is by
reaching the right target audience. In other words, small business owners must make sure
their advertising reaches the people who are most likely to purchase their products.
Companies often develop customer profiles from warranty cards or marketing research to
gather this information. Target audience variables or demographics can include age, gender,
income and education. For example, a high-end women's clothing retailer may effectively
drive sales and profits by targeting women with higher incomes.
Brand Awareness:
Brand awareness is another metric of advertising effectiveness. Brand
awareness is the percentage of people who recognize a company's brand of products. It
usually takes many years and lots of ad exposures to build high brand awareness. Television
and radio are two of the best mediums for building brand awareness. Small companies can
also build their brand awareness on the Internet by advertising in online Yellow Pages, or
promoting their wares through major search engines like Google and Yahoo.
Testing Advertising Effectiveness:
Small companies can test their advertising effectiveness in several
different ways. One way is to insert certain "word flags" into the advertising messages,
according to "Entrepreneur." This may be a simple phrase or word that customers recognize
and can, therefore, mention when inquiring from an advertisement. The word flag can also be
in the form of a question. For example, a small restaurant company may prompt customers to
ask, "What's the super special of the day?" The restaurant owner can then track the number of
people who ask about the super special throughout the day..

KINDS OF ADVERTISING:
1. Product Advertising:
It aims at selling a particular product this is the common way. A particular product its
brand is promoted through advertising forgo, Horlicks, Homemade. This type is again
divided into primary and selective.
2. Institutional advertising:
This type of advertising is displayed to create goodwill for the firm rather than to sell its
products. Its aim is to make people and member of the advertisers firms.
3. Commercial advertising:
Commercial advertising or business advertising is concerned selling products or ideas
to increase the sales volume. They may e trade, industrial professional and farm advertising.
4. Non-Commercial Advertising:
Non-Profit organization adopts this type of advertisement for instance inviting
deception etc.
5. National and local Advertising:
When advertising is sponsored by manufactures of products, it is a case of national
advertising. When the advertising is done by retailers it is a case of local advertising.
Advantage of Advertising:
Advertising is considered multi-dimensional it helps in a number of marketing
activities. It is advantage to the following group of people.
 Control of whole sales and retails price is possible by means of advertisement.
 Advertising to helpful in opening new markets. It helps to get leadership in the
market.
 Advertising is considered to be expensive. It give wider information of product is
possible through advertisement.
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 favourable presentation of it
upon video television or stage that is not paid for by the sponsor.

What is advertising:
The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards
and "veto" means towards and "I turn" respectively. Literally, it means to a specific thing.
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 is any paid form of non – personal paid of presentation of ideas

goods or services by an identified sponsor.
In developing an advertising program, one must always start by identifying the
market needs and buyer motives and must make five major decisions commonly referred as
5M (mission, money message, media and measurement) of advertising.
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.
3. It persuades buyers to purchase the goods advertised.
4. It is a mass paid 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: 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.
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 of services and to sell these. Thus type of advertising usually promote
specific, trended products in such a manner as to make the brands seam more 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
sub-divided 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..
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 favourable 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, stock-holders or the general public.
iii) Public service institutional advertising wages public support.
c) OTHER TYPES:
The other types are as follows:
i) Consumer advertising
ii) Comparative advertising
iii) Reminder advertising
iv) Reinforcement advertising

ADVERTISING OBJECTIVES
The long term objectives of advertising are broad and general, and concern the
contribution advertising should make to the achievement of overall company objectives. Most
companies regard advertising main objective as hat of proving support to personal selling and
other forms of promotion. But advertising is a highly versatile communications tools and may
therefore by used for achieving various short and long term objectives. Among these
objectives are the following:
1. To do the entire selling job (as in mail order marketing).
2. To introduce a new product (by building brand awareness among potential buyers).
3. To force middlemen to handle the product (pull strategy).
4. To build brand preference 9by making it more difficult for middleman to sell substitutes).
5. To remind users to buy the product (retentive strategy).
6. To publicize some change in marketing strategy (e.g., a price change, a new model or an
improvement in the product).
7. To provide rationalization (i.e. socially acceptable excuses).
8. To combat or neutralize competitors advertising.
9. To improve the moral of dealers and/or sales people (by showing that the company is
doing its share of promotion).
10. To acquaint buyers and prospects with the new uses of the product (to extend the PLC).

BENEFITS: The functions of advertisement, and that purpose its ethics, may be

discussion below:
1. It leads to cheaper prices. "No advertiser could live in the highly competitive arena of
modern business if his methods of selling were more costly than those of his rivals."
2. It acquaints the public with the features of the goods and advantages which buyers will
enjoy.
3. It increases demand for commodities and this results in increased production Advertising:
a) Creates and stimulates demand opens and expands the markets;
b) Creates goodwill which loads to an increase in sales volume;
c) Reduces marketing costs, particularly product selling costs.
d) Satisfied consumer demands by placing in the market what he needs.
4. It reduces distribution expenses in as much as it plays the part of thousands of salesman at

a home. Information on a mass scale relieves the necessity of expenditure on sales
promotion staff, and quicker and wider distribution leads to diminishing of the
distribution costs.
5. It ensures the consumers better quality of goods. A good name is the breath of the life to
an advertiser.
6. By paying the way for large scale production and increased industrialization,
advertising contribute its quota to the profit of the companies the prosperity of the
shareholder the uplifts of the wage earners and the solution of the unemployment
problem.
7. It raises the standard of living of the general public by impelling it to use to articles of
modern types which may add to his material well being. "Modern advertising has
made the luxuries of yesterday the necessities of today . It is a positive creative force
in business. It makes two blades of grass grow in the business world where one grew
before.

WHY AND 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.
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.
DESIGNING ADVERTISING CAMPAIGN:
Advertising is an organized series of advertising messages. It has been defined as "a

planned, co-ordinate series of promotional efforts built around a central theme and designed
to reach specified goals." In other words, it is an orderly planned effort consisting of related
but self – contained and independent advertisements. The campaign may appear in one more
media. It has single theme or keynote idea and a single objective or goal. Thus, "a unified
theme of content provides psychological continuity throughout the campaign while visual and
oral similarities provide physical continuity. In short run, all campaign want pre-determined
psychological reaction in the long run, practically all campaigns have sales goal.
The series of advertisements used in the campaign must be integrated with the sales
promotional efforts and with the activities of the sales force.
To say that there are a host of factors impacting your website performance is to state the
obvious, but are you currently measuring all the different factors involved?

On any given day, both online and offline channels drive traffic to your site. Online traffic via
paid search, social media and display are easily measured in the digital age if you have the
know how.
In fact, with the measurement tools at our disposal—and an ever evolving Google Analytics
suite, including Google Analytics 360 (for which we are a Premium Reseller)—it’s getting
easier to analyze the impact of all channels on website traffic. Throw in the use of powerful
dataviz tools such as Power BI and Tableau and you’re able to easily see the user journey
from start to finish.
However, it’s significantly more difficult to measure the impact of TV advertising on your
web traffic in a cost effective and lean way without commissioning a brand study. Have you
always wanted to understand the impact of your TV ads on your website performance? Is
your holistic analysis slightly incomplete if you’re not factoring in how TV ads drive digital
impact? We’ve been there.

Television Attribution Models in GA 360:
First, let’s go over the basics of attribution models. An attribution model is a set of
rules that assigns conversion credit to channels along the conversion path. The free version of
Google Analytics has 7 standard attribution models (to learn more about Google Analytics
360’s Data Driven Attribution model, click here). With digital channels, attribution is
significantly easier to establish. For TV, however, and understanding TV ad effectiveness, the
task becomes a lot more difficult.
To say that there are a host of factors impacting your website performance is to state
the obvious, but are you currently measuring all the different factors involved?
On any given day, both online and offline channels drive traffic to your site. Online
traffic via paid search, social media and display are easily measured in the digital age if you
have the know how.
In fact, with the measurement tools at our disposal—and an ever evolving Google
Analytics suite, including Google Analytics 360 (for which we are a Premium Reseller)—it’s
getting easier to analyze the impact of all channels on website traffic. Throw in the use of
powerful data wiz tools such as Power BI and Tableau and you’re able to easily see the user
journey from start to finish.
Here are some data points you’ll want to include in the TV data:
 TV ad run date and time (hour)

 TV ad impressions
 Ad spend (optional)
 Ad creative
 TV ad run show
 TV ad run network

And here’s what you’ll want to include in your website data:
 Date
 Time of day (hour)
 Channel
 Website sessions
 Website conversions
Once you’ve pulled your data, you’ll want to create a custom dimension called date-time, so
you have exactly when the ad ran.
What’s The Catch?
The catch is that the analysis is directional. You’ll be able to see the correlation of TV on
website performance, but you won’t be able to pinpoint exactly what percentage of
performance TV is responsible for (hey, I said quick and dirty).
For the purpose of this analysis we are comparing traffic and tv ad impressions within a
single hour. The limitation here is that a TV ad could be driving site traffic in the next hour or
even later in the day for example.
What Can I Get By Measuring TV Ad Effectiveness?
To start with, you can gain an understanding of TV impact by plotting average sessions in an
hour that a TV ad airs versus not. In the illustration below, the greatest impact of TV occurs
during the hours of 10 AM to 7 PM, and you can drill down to the impact at an extremely
granular level, including the exact date and time.
Second, filtering will allow you to see the impact of TV on each channel.
Additionally, by plotting your networks and shows on a scatter plot with sessions and spend
on each of the axes can allow you to see which of your networks and shows are correlating
with driving higher sessions to the website?

INDUSTRY PROFILE
The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10 per cent of the
country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is
the world’s fifth-largest global destination in the retail space.
Market Size:
India’s retail market is expected to nearly double to US$ 1 trillion by 2020 from US$ 600
billion in 2015#, driven by income growth, urbanization and attitudinal shifts. While the
overall retail market is expected to grow at 12 per cent per annum, modern trade would
expand twice as fast at 20 per cent per annum and traditional trade at 10 per cent#.
India’s Business to Business (B2B) e-commerce market is expected to reach US$ 700 billion
by 2020.## Online retail is expected to be at par with the physical stores in the next five
years.
India is expected to become the world’s fastest growing e-commerce market, driven by robust
investment in the sector and rapid increase in the number of internet users. Various agencies
have high expectations about growth of Indian e-commerce markets. Indian e-commerce
sales are expected to reach US$ 120 billion! by 2020 from US$ 30 billion in FY2016.Further,
India's e-commerce market is expected to reach US$ 220 billion in terms of gross
merchandise value (GMV) and 530 million shoppers by 2025, led by faster speeds on reliable
telecom networks, faster adoption of online services and better variety as well as
convenience@.
India’s direct selling industry is expected to reach a size of Rs 23,654 crore (US$ 3.54
billion) by FY2019-20, as per a joint report by India Direct Selling Association (IDSA) and
PHD.
Indian exports of locally made retail and lifestyle products grew at a compound annual
growth rate (CAGR) of 10 per cent from 2013 to 2016.*

Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows totaling
US$ 935.74 million during April 2000–December 2016, according to the Department of
Industrial Policies and Promotion (DIPP).
With the rising need for consumer goods in different sectors including consumer electronics
and home appliances, many companies have invested in the Indian retail space in the past few
months.
 US apparel retail major Gap Inc, has tied up with Arvind Group’s fashion portal to
sell its products online, which will help the retailer expand its presence beyond metros
and tier-I cities.
 Harleys, has stated that India is one of the most important markets for Harleys
globally, and outlined plans of opening six more stores, taking its total store count in
the country to 32 by the end of March 2017.
 Roche Bobois Group, outlined plans of opening new stores in cities like Hyderabad,
Chennai, Pune, Kolkata and Ahmedabad, in order to make India one of its top five
markets by 2022.
 A joint venture between Dutch asset manager APG Asset Management and real estate
asset platform Virtuous Retail, has acquired a portfolio of three shopping malls for
US$ 300 million, and has committed an additional US$ 150 million as equity capital
to expand the portfolio.
 Future Consumer Ltd has formed a joint venture (JV) with UK’s largest wholesaler,
Booker Group, with an investment of Rs 50 crore (US$ 7.5 million), to set up 60-70
cash-and-carry stores in India in the next 3-4 years.
 Adidas India Private Limited, outlined plans of opening around 30-40 big flagship
stores across Delhi, Mumbai and Bengaluru, by 2020.
 Mad Over Donuts (MoD), outlined plans of expanding its operations in India by
opening nine new MOD stores in Hyderabad and Chennai by March 2017.
 Switzerland’s luxury retail brand Bally, plans to re-enter the Indian market in a joint
venture with Reliance Brands Ltd, by opening its first store in New Delhi in March
2017, and thereafter aiming to expand to four stores in Delhi, Mumbai, Kolkata and
Chennai over the next 3 to 4 years.

 Urban Ladder, an online furniture store, is in advanced talks to raise around US$ 25-
30 million from existing investors Kalaari Capital, SAIF Partners and Sequoia
Capital, along with one new investor, which will be used to fund its expansion plans.
 Hennes&Mauritz (H&M), the Sweden-based clothing retailer, is in advanced talks
with Mumbai-based PrakhhyatInfraprojects Pvt Ltd to lease around 275,000 square
feet of space at Bhiwandi, Maharashtra, to set up its first warehousing hub in India.
 Future Group has partnered with UK clothing and hardware retailer Laura Ashley to
make and sell merchandise as well as wholesale distribution in India.
 Parle Agro Pvt Ltd is launching Frooti Fizz, a succession of the original Mango
Frooti, which will be retailed across 1.2 million outlets in the country as it targets
increasing its annual revenue from Rs 2800 crore (US$ 0.42 billion) to Rs 5000 crore
(US$ 0.75 billion) by 2018.
 Mr Amit Agarwal, Country Head, Amazon, has stated that India continues to be
viewed as a long-term opportunity and the company would continue to invest
aggressively in Indian operations.
 International Finance Corporation (IFC), the investment arm of The World Bank,
plans to invest up to Rs 134 crore (US$ 19.86 million) in Kishore Biyani's Future
Consumer Enterprises Ltd, which is expected to aid the company in driving its growth
plans..
 Lenskart, India's largest online eyewear retailer, has raised Rs 400 crore (US$ 59.3
million) in series D round of funding led by World Bank's investment arm
International Finance Corporation (IFC), which will be used to enhance its
technology, supply chain, lens manufacturing, and expand the reach of its high-quality
eyewear products across Tier-3 and Tier-4 cities of India.
 Neil Barrett, one of the leading Italian fashion brands, has forayed into the Indian
market by establishing its retail presence through an exclusive partnership with
Fervour, a multi-brand boutique that stocks international designer brands.
 New York-based designer brand Kate Spade will be launched in India later this year
and will set up a network of stand-alone stores across major cities, thus becoming one
more global brand entering the Indian retail space after the Government of India
relaxed single brand retail norms recently.
 KartRocket, a Delhi based e-commerce enabler has completed its US$ 8 million
funding round by raising US$ 2 million from a Japanese investor, which will be used

to enhance Kraftly, a mobile-first online-to-offline marketplace targeting small
sellers, individuals and home-based entrepreneurs in India in product categories such
as apparel and accessories.
 Walmart India plans to add 50 more cash-and-carry stores in India over the next four
to five years.
 Aeropostale, an American teen fashion retailer, has chosen to enter India over China,
and expects India to be among its top three markets over the next four years with
revenue target of Rs 500 crore (US$ 74.12 million).
 Opinio, a hyperlocal delivery start-up, has raised US$ 7 million in a Series-A funding
from Gurgaon-based e-commerce fulfilment service firm Delhivery along with
investment from Sands Capital and Accel Partners.
 Textile major Arvind Limited has announced a partnership with Sephora, owned by
LVMH Moet Hennessy Louis Vuitton, a French luxury conglomerate, in order to
enter into the beauty and cosmetics segment.
 Abu Dhabi-based Lulu Group plans to invest Rs 2,500 crore (US$ 370.6 million) in a
fruit and vegetable processing unit, an integrated meat processing unit, and a modern
shopping mall in Hyderabad, Telangana.
 Aditya Birla Retail, a part of the US$ 40 billion Aditya Birla Group and the fourth-
largest supermarket retailer in the country, acquired Total hypermarkets owned by
Jubilant Retail.
 US-based Pizza chain Sbarro plans an almost threefold increase in its store count from
the current 17 to 50 over the next two years through multiple business models.
Retail industry expects growth in second half of 2020

As economic slowdown continues to hurt sales, the Indian retail industry expects to bounce
back in the second half of 2020 on the back of consumer demand revival and increased
spending. While major players struggled to keep themselves on the growth chart in 2019,
they expect a decent double-digit growth coming back in 2020. But sectoral experts are
cautious, saying it would depend on various factors like recovery of manufacturing and other
sectors, incentives in the Union Budget, and availability of money in the hands of consumers
to make purchasing decisions
EY Partner and National Leader - Consumer Products and Retail, Pinakiranjan Mishra said
revival would depend on the coming Union Budget also. "If the Budget is pro-consumption

and has measures so that additional cash is available in the hands of people, it would increase
consumption," he said. The consuming class has either downgraded or become careful in
spending. These things are now behind us. There was a bit of negativity and hopefully, it
would not exist next year, he added. Mishra also said this would also be helped by the
initiatives taken by the government such as increased spending on infrastructure projects and
corporate tax breaks. Expressing similar views, Retailers Association of India (RAI) CEO,
Kumar Rajagopalan said the coming year would have lots of hopes but would also have many
challenges as well
The modern retail market in India is expected to grow from Rs 94,421 crore (US$ 13.51
billion) in 2016 to Rs 1.86 lakh crore (US$ 26.67 billion) in 2019.
India’s population is taking to online retail in a big way. Online retail sale is forecasted to
grow at the rate of 31 per cent to reach Rs 2.28 lakh crore (US$ 32.70 billion) in 2018@.
Revenue generated from online retail is projected to grow to Rs 4.19 lakh crore (US$ 60
billion) by 2020. Organised retail penetration is expected to increase to 18 per cent in 2021
from an estimated nine per cent in 2017. India is expected to become the world's third-largest
consumer economy, reaching Rs 27.95 lakh crore (US$ 400 billion) in consumption by 2025.
^Increasing participation from foreign and private players has given a boost to Indian retail
industry. India’s price competitiveness attracts large retail players to use it as a sourcing base.
Global retailers such as Walmart, GAP, Tesco and JC Penney are increasing their sourcing
from India and are moving from third-party buying offices to establishing their own wholly
owned/wholly managed sourcing and buying offices. India’s retail sector investments
doubled to reach Rs 1,300 crore (US$ 180.18 million) in 2018. * Revenue of India’s offline
retailers, also known as brick and mortar retailers, is expected to increase by Rs 10,000-
12,000 crore (US$ 1.39-2.77 billion) ^ in FY20.
The Government of India has introduced reforms to attract Foreign Direct Investment (FDI)
in retail industry. The government has approved 51 per cent FDI in multi-brand retail and 100
per cent in single brand retail under the automatic route which is expected to give a boost to
ease of doing business and Make in India and plans to allow 100 per cent FDI in e-commerce.
Cumulative FDI inflow in retail between April 2000 to September 2019 stood at US$ 1.89
billion.
India will become a favourable market for fashion retailers on the back of a large young adult
consumer base, increasing disposable incomes and relaxed FDI norms

Indian Textile Sector weaves a spell' Forecasts for 2020

Global textile and apparel trade is recovering from the pinch of recession and is estimated to
grow from the current $510 billion to reach $1 trillion by 2020. Growth is spurred by the
increasing momentum of exports from the Asian countries. A recent research report about the
Textile and Apparel sector on India states that the industry is all set to go through a drastic
change. The results of exploration are amazing. From the current value of ` 3.27 lakh crore,
the industry is optimistically expected to grow and reach `10.32 lakh crore by 2020.
Currently menswear comprises of 43%, a major share of the Indian apparel market,
and is further estimated to grow by 9%. Womenswear is quickly catching up with it, to grow
by 12% and reach 43% by 2020. Kidswear market is also growing with 10% projected
growth for boys, and 11% for girls. Home textiles sector is also expected to grow from `15,
570 crore at a CAGR of 9%, and reach `40, 000 crore by 2020. Developed countries will
experience a decline in their apparel business, while fresh opportunities will be created for
developing countries creating an increased market opportunity for $500 billion USD.

Growth Drivers:
Growth of the Indian textile and apparel sector is due to the increased sourcing from other
developed, and developing countries to Asian countries. India, Pakistan, China, Cambodia,
Bangladesh, Sri Lanka, and Vietnam are on the radar currently. The main strength of India is
that it is considered as a suitable alternative for China. With an increasing Yuan appreciation,
and rising labor costs in China, countries that are currently have their operations in China are
seeking for alternatives. The main substitute is India due to its nearness to China, availability
of abundant and skilled labor, appropriate infrastructure, and supply chain. An investment
of ` 3.20 lakh crore is required across the supply chain in India to tap the market potential.
With an additional investment of ` 2000 crore, SEZ alone has the potential to export
around `5000 crore worth of apparel every year.
Foreign Institutional Investors (FII):

India is also a preferred destination of Foreign Institutional Investors (FII). Birla groups,
Bombay Dyeing, Alok industries, Arvind, and S Kumars are a few to name, who have been
benefited by FII. A projected growth is on the cards for both domestic, and export market,
which will have a positive impact on the profitability with the volumes moving up. Key
textile players underwent an enormous expansion during 2005-2009, despite the recession
era. They will be in a profitable position, enjoying significant cash inflows, as they have
already invested for major capital expenditures.
Brands on the Expansion Mode:

Indian garments are considered as the right value for money. International brands are
showing increased trust in India which enhanced the brand value of Indian garments. Gap
sources almost 30% of its apparels from India. Brands renowned for their jeans apparels such
as Adidas, Van Heusen, Arrow, Killer, Zodiac, and Pepe are expanding into new product
categories such as womanswear. Killer brands plans for brand extension by introducing
watches, and perfumes. Well established players like Century Mills are extending their label
to womenswear.

Indian Apparel Market : the 2020 promises:
Dynamics of the global apparel market keeps changing drastically. Growth of apparel
markets in developed countries are slowing down, while simultaneously, it is seeing a robust
growth in the developing nations. There is a paradigm shift due to demanding customer base,
with trends inclining towards product differentiation much influenced by social, economical
and environmental concerns. Among the emerging markets, India is quickly becoming a
preferred destination for international apparel brands. Indian apparel market is calculated to
grow at a CAGR of 13% and is predicted to reach approximately USD 124 billion by
2020. Aspirations and ground realities are what it takes to success. Global brands with deep
pockets are making a beeline into the Indian market due to its stabilized economy.
Many global brands are penetrating into the I and II tier cities, while domestic brands are
also strengthening their position. During 2011, Zara increased the number of stores to six.
Other players such as Mango, GAP, Arrow, Diesel, Massimmo Dutti, and Banana Republic
are trailing closely. The nod of the Central Government for FDI will further boost the
presence of global brands in India.
Government Initiatives:
The Government of India has taken various initiatives to improve the retail industry in India.
 Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in
online retail of goods and services through the automatic route, thereby providing
clarity on the existing businesses of e-commerce companies operating in India.
 The Government of Andhra Pradesh signed pacts worth Rs 1,500 crore (US$ 222.36
million) in a wide range of sectors including retail and steel and gas with Walmart
India, Future Group, Arvind Lifestyle Brands Ltd and Spencer’s Retail, during the
Partnership Summit in Visakhapatnam, while also unveiling a retail policy aimed to
attract retail businesses to invest in the state.
 The Ministry of Urban Development has come out with a Smart National Common
Mobility Card (NCMC) model to enable seamless travel by metros and other transport
systems across the country, as well as retail purchases.
 IKEA, the world’s largest furniture retailer, bought its first piece of land in India in
Hyderabad, the joint capital of Telangana and Andhra Pradesh, for building a retail
store. IKEA’s retail outlets have a standard design and each location entails an
investment of around Rs 500–600 crore (US$ 74–89 million).
.

Finance Minister Nirmala Sitharaman presented Union 2020-21, on Saturday, February 1,
2020. The Budget addressed following important points related to textile, apparel and fashion
industry:
• Anti-dumping duty on PTA abolished
• National Technical Textiles Mission to be set up
• Review of Rules of Origin in FTAs
• Schemes for Remission of Duties & Taxes levied on Export Products ( RODTEP)
• Budget Grant for Procurement of Cotton by Cotton Corporation under Price Support
Scheme has reduced to Rs 0.01 Cr for 2020-21 compared to Rs 2,017.57 Cr in 2019-20
• Customs duty raised on items like footwear (from 25 to 35 per cent; 15 to 20 on footwear
parts)
Removal of Anti Dumping Duty on PTA-A potential game changer
On the proposed abolishing of anti-dumping duty on PTA (Purified Terephthalic Acid), the
FM said PTA is a critical input for textile fibres and yarns. Its easy availability at competitive
prices is desirable to unlock the immense potential in textile sector which is a significant
employment generator. The textile industry has been demanding abolition of anti-dumping
duty levied on PTA, the basic raw material used for manufacturing polyester staple fibre and
filaments, to remain globally competitive. The Ministry of Textiles envisaged to increase the
textile business size from the current level of around US$169 billion to US$350 billion by
2025 and to US$650 billion by 2030 in its draft Textile Policy.
To achieve this ambitious target this step is being seen in the right direction to make polyester
fibre and filaments available at international prices as there is a limitation in increasing fibre
base within the country.
All industry leaders across board have applauded the removal of anti dumping duty on PTA.
“This will give a major boost to Indian textile industry and will go a long way in helping
downstream industry staying competitive,” says T Rajkumar, Chairman, CITI. Elaborating on
the same Rahul Mehta, Chief Mentor, CMAI says, “The most important step in this Budget is
the removal of the anti-dumping duty on PTA, which was a long standing demand of the

textile manufacturing value chain, as PTA is a crucial input for polyester production. This
will potentially open up the MMF value chain, and give a fillip to the entire MMF industry
and enhance its global competitiveness. Technical textiles, home furnishing, sportswear,
saris, dress materials etc, will all benefit greatly from this move. It has the potential of being
an important game changer for the MMF segment of the Industry.”
Reacting to the Budget proposals 2020-21, Ashwin Chandran, Chairman,

Southern India Mills’ Association (SIMA), stated PTA being imported from different
countries including China, Indonesia, Taiwan, Iran, Malaysia, attracts anti-dumping duty
between US$27 to US$160 per metric tonnes depending on the country of origin, while India
often faces shortage of PTA that curtail capacity utilization of polyester segment industry. It
shall greatly help the country to enhance its global competitiveness, boost exports and enable
domestic manufacturers to compete with cheaper imports.
National Technical Textiles Mission: Boost investments, reduce imports:
The FM proposed the setting up of a National Technical Textile Mission with four-year
implementation period from 2020-21 to 2023-24 at an estimated outlay of Rs 1,480 crore.
“This can position India as a global leader in technical textiles, which includes development
of rainwear, sportswear, retarded apparel, fire resistance garments,” opines A Sakthivel,
Chairman, AEPC. Agrees Sanjay Jain, former president CITI and says, “This is a fantastic
announcement, it will lead to capacity building and import substitution. It has tremendous
scope, however we are waiting for the fine print.”Elaborating further T Rajkumar explains,
“The mini mission on technical textiles is welcome. Technical textiles has to be encouraged
as a lot of fabrics we use in the sector are being imported, the move will help in starting
production of specialised input in our country, a lot of investment will come which will also
boost employment in the sector.”Chandran believes India has an importing technical textiles
segment estimated at US$16 billion per year, this Mission would help strengthen the sector
which can take advantage of benefits already extended under different State Textile Policies
and also the Technology Upgradation Fund Scheme. He also appreciated the enhanced
allocation of Rs761.90 crores for A-TUF Scheme as against Rs700 crores allotted previous
year. Ujjawal Lahoti, Past Chairman, Textile Export Promotion Council (Texprocil)
welcomed the base support given to Technical Textile saying “It will result in to setting up
production of import substitute textiles items.”

Road Ahead
E-commerce is expanding steadily in the country. Customers have the ever increasing choice
of products at the lowest rates. E-commerce is probably creating the biggest revolution in the
retail industry, and this trend would continue in the years to come. Retailers should leverage
the digital retail channels (e-commerce), which would enable them to spend less money on
real estate while reaching out to more customers in tier-2 and tier-3 cities
India - The Top Retail Destination
 The Retail market in India has undergone a major transformation and has witnessed
tremendous growth in the last 10 years. The Overall Retail market is set to cross the $
1.7 tn mark by 2020 from $795 bn in 2017. India’s e-commerce market is also set to
grow at a CAGR of 30% for gross merchandise value to be worth $ 200 bn by 2026.
 India ranks among the best countries to invest in Retail space. Factors that make India
so attractive include the second largest population in the world, a middle class of 600
mn people, increasing .urbanisation, rising household incomes, connected rural
consumers and increasing consumer spending.
 India ranked No. 2 in Global Retail Development Index (GRDI) in 2019.
 Retail is India's largest industry, currently accounting for over 10% of the country's
GDP and 8% of total employment.
Indian e-commerce market to touch USD 84 billion in 2021: Report
The fast growing e-commerce market in the country will touch USD 84 billion in 2021 from
USD 24 billion in 2017 on account of a healthy growth in organised retail sector, a report said
Tuesday.
A fast growing economy and robust demographics provide a positive outlook to the
consumer.

The Present Scenario
The Indian textile industry is set for strong growth, buoyed by both strong domestic
consumption as well as export demand. Abundant availability of raw materials such
as cotton, wool, silk and jute and a skilled workforce has made India a sourcing hub. With the
growth of cities and nations, improvement in technology came into place and there was a
substantial development in the international trade. The size of Indian textile and
apparel market stood at US $140 billion in 2013, which is about 7.5% of the country’s GDP
(US $1.9 trillion). India is the 2nd largest textile and apparel industry after China, although
there is big gap between India and China. Out of US $140 billion USD market, 100
billion USD is domestic market and 40 billion USD is exports. Both domestic and exports are
growing at the CAGR of about 11% to 12% in last 10 years. The share of textile and apparel
exports in the country’s total exports is 13% and the country’s industrial production is 14%.
The global textile and apparel trade has grown at the CAGR of 6% in last 13 years.
India is the world’s second largest producer of textiles and garments and the
world’s third largest producer of cotton after China and the USA. The Indian
market is also the second largest in terms of consumption of Cotton, after China.
One of the oldest and the largest textile industries in the world, the Indian
textile industry is currently estimated at US$150 Billion as of December 2018
and is expected to reach US$ 250 Billion by the year 2019. The Indian textiles
industry, carrying hand-spun and hand-woven textile sectors at one end of the
spectrum and capital intensive sophisticated mills sector at another end of the
spectrum, is extremely vast and varied. The Indian textile industry contributed 7
percent of the Indian industry output in the year 2017-2018. Known to be the
second-largest employment generating sector in the country, the Indian textile
sector contributes to 2 percent of the country’s GDP and provides direct
employment to more than 45 million people. The financial year 2018 took the
Indian textile exports to US$ 39.20.

The growth in building and construction is expected to raise the demand for non-
clothing textiles. Following factors work as the strengths of the Indian textile
industry-
 The remarkable increase in the income levels of the Indian population

 Abundant availability of raw materials such as cotton, wool, silk, and jute
result in a continuous increase in the demand in the Indian textile industry
 Easy access to low cost and skilled manpower offering a competitive edge
to the industry
 Better assistance in terms of building market entry strategy for global
organization by the management consulting firms in India
The fundamental strength of the Indian textile industry is its strong production
base with a wide range of fibres and yarns. These are natural fibers such as
cotton, jute, silk, wool, and synthetic and man-made fibers like polyester,
viscose, nylon, and acrylic. The textile industry is capital and technology-
intensive comparable with automobiles, aircraft, computers, and heavy
machinery industry. Buyer-driven value chains enhance trade-led
industrialization, which has become common in labor-intensive, consumer-goods
industries and consumer electronics.
In comparison with other countries like China, the cost of textile production in
India is quite less. Due to this, the Chinese textile manufacturers have lost the
competitive advantage of lower cost of production. This, as a result, offered an
opportunity to the Indian textile sector to overtake the market share of China in
the developed world, especially in the European Union and the United States,
both comprising of around 60 percent of the global export market.
Considering this, the Indian government took certain measures to further enhance
the Indian textile industry and promote mergers and acquisitions in India .
Some of the major investments in the Indian textiles industry are as below-

 100 percent Foreign Direct Investment has been allowed in the Indian
Textile sector. Moreover, free trade with ASEAN is allowed in order to boost
exports in the country.
 The Indian government is making huge investments under the Scheme for
Integrated Textile Parks (SITP) and Technology Upgradation Fund Scheme to
encourage more private equity in order to train the workforce.
 The Cabinet Committee on Economic Affairs (CCEA), Government of
India has approved a new skill development scheme for capacity building in
the textile sector with an outlay of US$ 202.9 Million from 2017-18 to 2019-
20.
 The Future Group is planning to open 80 new stores under its affordable
fashion format, FBB and is targeting the sales of 230 million units of garments
by March 2018, This number is further expected to grow to 800 Million units
by the year 2021.
 Max Fashion, a part of Dubai based Landmark Group, plans to expand its
sales network to 400 stores in 120 cities by investing the US $60 Million in
the next 4 years.
To conclude, programs like Skill India and Make-in-India, along with continuous
development and growth in the management consulting firms in India for foreign
companies, is working in favor of the developments in the Indian textile
industry. The access to skilled manpower and a good market for textile products,
the industry is becoming competitive in the global market. With proper market
entry strategy for global giants in the market, the future for the Indian textile
industry looks promising, buoyed by both strong domestic consumption as well
as export demand .

COMPANY PROFILE
RAMRAJ Group, set up in 1983 is a star production and trading house of Dhoties, engaged in
the business of Indian Market for giving the value addition to the Indians life style. The
company is located in Hyderabad, the hub of Indian knit garment industry near to the textile
city of Coimbatore in Tamilnadu, in the southern state of India.
The company is constituted by the enterprising technocrat Shri.K.R.Nagarajan, he has
provided the vision continually behind the growth of Ramraj cotton dhoties. We have
dedicated dynamic and experienced team members they keep the company in elevation
always.
The company started with the wide exposure of dhoties marketing in Indian cultural style that
to reach from town to villages. At present the company primarily markets Cotton dhoties,
Shirting’s, Vests, Trunk, Briefs, Panties, Shimmies, and Children inner wears with High
Quality at Right Cost.
Birth of Ramrajyam
 A cloth is woven not just with a thread. It is woven with culture, a sense of tradition.
 Imagination, sun and rain many such features goes into the weave.
 From dressing Gods to spinning khadi,
 on the wheel for personal wear during the freedom struggle,
 our traditional clothes represents the Indian way of life.
 Only because of the strength of this tradition have we made a success
story out of selling the humble dhoti even in this modern era…
Ramraj Cotton was founded at Avinashi, by entrepreneur and visionary, Mr. K.R.Nagarajan.
The company was started with single, unwavering vision – to deliver quality men’s ethnic
wear to people in the southern states.
Ramraj Cotton started out small in the year 1983. With very limited resources and very little
financial leverage, Mr. K.R. Nagarajan founded the company on big dreams and huge
aspirations.

With several years of marketing experience to back him, Mr. K.R. Nagarajan
understood one simple success mantra – the power of branding. He understood that if his
product has to stand out, people need to identify it by a brand name. That’s how the brand
Ramraj was born. (Ramraj incidentally , is a combination of two names – Founder Mr. K. R.
Nagarajan and his father Mr. Ramaswamy).
The company’s mantra of ‘quality without compromise’ was the driving force behind its
astounding success, even during those early years. Slowly but surely, the company made
definite inroads into the South Indian market.
INFRASTRUCTURE:
With modern infrastructure facilities, we cater to the domestic market by giving better quality
which is equivalent to the international standards. We set to produce and achieve any level of
demands from our buyers thus creating a high degree of credibility.
Our team of experienced and dedicated TEAM members will deliver you the Quality
RAMRAJ Products at right price and on time delivery.
RAMRAJ QUALITY:
Quality + Service + Right Price are the three foundations on which all our products
have been modelled and are manufactured.
 DELIGHT TO CUSTOMERS
 FEELING OF EXCELLENCE
 BUILDING SELF RELIANCE
 DURABILITY IN WHITENESS & SPECIFIED COLOURS
 AFFORDABLE PRICE SOFTNESS WHILE WEARING
 LONG LIFE
 EASY TO WASH

WE ARE COMMITTED TOWARDS QUALITY BY:
 Determining and fulfilling the requirements of customers with the aim of enhancing
the customers delight
 Identifying and providing required resources in timely manner
Ensuring the supply of raw materials as per the required specifications from suppliers
South Indian Dhoti:
The dhoti is the traditional attire for the South Indian male. It has been in vogue since time
immemorial with kings, poets and the common man who draped it with grace and finesse. It’s
a long piece of white cloth that is wrapped around the waist. Dhoti signifies elegance and
poise.
Even in these modern times, dhoti has still not lost its sheen. In fact, it’s significance a formal
ethnic wear for men has increased dramatically to recent times. South Indian men still wear
the dhoti with great pride in marriages, festivals and so on.
The dhoti is known by different names in different places. Its veshti in Tamil, panche in
Kannada, mundu or veshti in Malayalam, pancha in Telugu and so on. But whatever be its
name, dhoti is undoubtedly majesty woven in white.
Quality…at The Heart of Every Endeavour!
 To pursue excellence in passion.

 To innovated continually in order to deliver quality products.
 To upheld the spirit of trust in all relationships.
 To races ahead of the competition through continuous improvement.
 To found new ways to satisfy our customers.
 To keep customer’s satisfaction as priority.
 To better the best.
 We, at Ramraj strive for quality that is truly incomparable.

Real Value…Real Quality
 All Ramraj products are made from the finest yarns.

 Emphasis on quality at all stages from Raw material to Packaging.
 Price that matches the quality.
 Soft clothing, Comfortable feeling.
 Durable whites.
 Ever Lasting Colors.
 Easy maintenance.
 Long product life.
These are the features of our Qualities Assessment.
Wind Mills:
Yes…we’ve come a long way, indeed! Humble textile units to giant factories to wind mills.
Ramraj has spun from success to success. These wind mills help generate eco-friendly,
economical power for our factories. This way, we do our bit to make the world a safer place
for the future generations. This is our Earth, let’s work together to preserve it. That’s the
Ramrajmotto ,when it comes to harnessing nature’s resources for man’s benefit. Our wind
mills are an extension of this noble creed.
Our Management Team
Mr. K.R. Nagarajan Mr. K.A Selva Kumar Mr. A. Ganapathy
Managing Director CEO, Ramraj Ready

Mades
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REVIEW OF LITERATURE
Advertising effectiveness can be defined as the extent to which advertising generates a

certain desired effect. Measuring the effects of advertising is very important, given the
amount of investments needed for advertising. While it is not possible to obtain a global
measure of the advertising effectiveness, we should seek to develop and apply methods and
measures for a partial verification of results. Regarding the difficulty of measuring the overall
effectiveness,
In literature and practice the evaluation of advertising effectiveness has
used two basic models:
 the dichotomous model;
 the three-dimensional model.
The sales effect refers to the assessment of the capability of advertising to affect the
sales volume and/or the market share, regardless of the possible influence of other
variables. For Batra et al. (1995), the effectiveness of advertising should be
considered for its effect on sales in the short term. This advertising performance
measurement is based on the marginal theory (Chamberlin, 1948). The advertising is
therefore regarded as an independent variable that can be combined with other
marketing variables to have a certain effect on the dependent variable, i.e. sales.
 sociological
 semiotic
 psychological
 Socio-psychological.
Sociological analysis focuses on the community, considered as a system governed by rules

and social norms, and on the social behavior (Moingeon, 1993). The role of advertising and
consumption in the society change is a very fertile topic. Sociology has examined how
advertising influences opinions, attitudes and behaviors of individuals and social groups.

There are two opposite sociological perspectives to the advertising function in contemporary
society. The first maintains a positive approach to advertising.
The semiotic analysis focuses in the first instance, on symbols. These are identified as
anything that conveys meaning, e.g., words, gestures, images, and dance. Semiotics studies
the problem of encoding, and more generally of the code used. The object of investigation is
the message itself containing different signs that can be interpreted according to a
reestablished intention, without reference to the consumer and the influence on the consumer
behavior. This approach is useful especially in the context of advertising creation. Authors
assess the effectiveness of advertising in reference either to the language of the message
(Barthes, 1964; Durand, 1964) or the graphic image of the message (Eco, 1979; Mick, 1986;
Scott, 1994). However, they analyze the quality of message from the viewpoint of its
construction, its presentation and the place of the communication process. The impact of the
message on the recipient is a minor problem in the process of the message evaluation. This is
an important limitation to the semiotic approach in terms of marketing.
The psychological approach has the advantage to measure the effectiveness of advertising
with reference to the recipient of the message, particularly to the consumers’ characteristics.
On the other hand, the approach does not provide exhaustive answers, not delving into the
exact causes that lead the recipient of the message publicity to expose themselves voluntarily
to the message, decode it, to store and, eventually, to make the purchase. So it is not taken
into account the entire communication process, and, in particular, the external factors,
especially those related to the environment, that may play a crucial role in determining the
behavior of the recipient.
The socio-psychological approach takes simultaneously into account the message and the
recipient of the message. This approach aims to study the effectiveness of advertising in
terms of persuasiveness (Ray, 1982), observing the effects on the formation process of
attention, memory, attitude and behavior (Kapferer, 1990). This research methodology
considers the environment of the communication process and its actual interactions. The
experimentation is widely used. It also allows considering all hypotheses tested together, and
all the links that may exist between variables, through a pre-test, getting an advantage in
terms of validity of the research. Rather than focusing solely and exclusively on direct effects
of certain variables taken individually, that is difficult to control in reality, this approach

studies the actual contribution of these variables in explaining the evolution of the dependent
variable, sales.
The major criticisms to the dichotomous model concern the partial evaluation and the
inability to provide reliable breakdowns of the effects achieved by advertising and by other
company politics (marketing and communication). For these reasons, sometimes, the three-
dimensional models (i.e. AIDA model and model Dagmar) are preferred. These models are
used both in planning advertising campaigns and evaluating their effectiveness. They propose
a hierarchy of communication effects, cognitive affective and behavioral (Brasini et al. 1993;
Marbach and Fabi 2000).
The affective dimension is linked to the attitude toward and perceptions of communication.
Affective reactions and emotional acceptance of that type of campaign are investigated. The
affective attitude towards the images proposed and the spread opinion of consumers is
detected.
The behavioral dimension describes changes in buying behavior, detectable by intentions and
actions measured by sales and market share.
All the models mentioned so far are mainly focused on three elements of the communication
process: the recipients (in terms of audience, memory, storage), the media used (in terms of
impact, coverage, frequency, etc..) and the feedback (in terms of attitudes, behaviors,
opinions, etc...). They totally omit other elements (source, code, context) assuming essentially
that the communication process was conducted in optimal conditions or at least without
distortion. Moreover a fundamental element for an effective communication process is the
use of the same code by the source and recipient. Otherwise, the recipient will not
understand the message or give a different meaning and this will lead to the phenomenon Eco
called "aberrant decoding". However, since as stated by Watzlawich the message is what we
understand, not what it was intended to understand, it becomes important to examine not so
much and not only what the firms wanted to communicate, but what was actually
communicated.
 Vijaykumari (1999):in her study on “Effectiveness of advertising with reference
to television and print media” analyzed the effectiveness of two
popularadvertisement media viz. print and television and their impact on people. The
researcher concluded that the television advertisement has given more impact than

advertisement in print media on the people in their buying decisions, because it has
the audio and visual medium and it attracted viewers easily.
 P.Akbarbatcha(2001):in his study entitled “Advertising industry –with special
reference to print media and intermediaries” analyzed the public opinion
towardsadvertisement in the print media. The researcher has attempted a specific
study with reference to print media and concluded that the print media played a vital
role in the minds of the middle class people.
 Jacob Goldenberg et.al.(2002):in their article “How cross market communication
can create a major slump to sales” analyzed the effect of the parameters
ofcommunication across the early and main markets on saddle prevalence. The cross-
market communication parameters have a considerable influence in determining the
existence of saddle. In a narrow range of relatively low values of the cross-market
communications parameters.
 K.S Sujit et al (2003):in their article, “Liberalization and advertisement intensity
in Indian public limited companies” concluded that the Indian public
companieshave gone up after the introduction of liberalization. This is due to the
liberalization policy and an increasing role of market mechanism. Market mechanism
leads to opening up of industries and brings competitiveness and hence firms try to
maintain their market shares through advertisement.
 Shreekumar.K.Nair(2004):in his article “Emotional intelligence and consumer
reactions to emotional advertisements: a conceptual framework” found
thatemotional advertisements probably work well on those consumers who have
difficulty in delaying the gratification of their urges or have a tendency to surrender
easily to their impulsive urges. That means, marketers were not successful in
influencing the attitudes of high EQ consumers using emotional appeals. They will
have to find newer ways and means to woo these market segments which was less
prone to impulsive buying and more prone intelligent buying. perception, beliefs,
attitudes.
 RoliSeghal (2004): in his article “Challenges faced in advertising of services –Use
of narratives” concluded that services are becoming progressively significant in
allmajor economies of the world. As the role of services increased in the market, so
did the enormity of research conducted in this area. Service marketing and service
advertising have also been under considerable study in the last two decades. Services

are marked by distinctive features of being intangible, perishable, heterogeneous and
inseparable from the provider.
 Neeru Kapoor et al. (2005 ): in their article “Children’s understandings of TV
advertisements influence age, sex and parents”studied certain
importantimplications for the parents and they are policy makers. First, family, as a
social unit, needs to play more important role in mediating the influence of T.V
advertisements on their children. Parents should critically evaluate what their child
watches on TV, resort to more of co-viewing of TV advertisements and teach children
how to become discerning viewers, better able to protect themselves from the
negative influences of TV’s advertisements. Secondly, Television should be included
in the school curriculum in a positive way. Teachers might explain children about TV
advertisements and how to extract the relevant information from them. Thirdly,
parents and teachers should publicly voice their concern over what they consider
harmful TV advertisements, especially during prime time or when children are the
principal users of television.
 Andrew Cole,(2005):in his article “The rise of Tele-media titans” predicted a
newindustry structure about burst on to the scene. The growing ties between wireless
and wire line services portend an imminent convergence-and possible clash of the
titans of the telecommunications and media industries. The result would be Tele-
media, a new market that blends services from both camps, television and cell phones,
music and internet. Newly reconfigured companies, such as time Warner, will have a
profound impact in forgoing a new industry.
 T. KalaiSelvi (2005):in her article “Advertising: the wings of tourism industry”
conducted that the realities have been changing. The business networks are ever
widening, incomes increasing and educational services are sought beyond borders and
there has been considerable care for health and adoration for the tradition and culture,
as never before. The country also offers an attractive ground for the global players.
These changes have made one look at tourism industry with a different perspective.
With a fresh look, the advertising planning has to re-engineer in the industry to
remind this dragon industry of its potential to fly.
 Amitjain et al. (2005):in their article on “Distribution and retailing trends in rural
markets” analyzed the better understanding of rural consumer’s psyche andproblems
faced with the existing system. They concluded that the companies had to increase

awareness about these options amongst rural consumers. Companies had to design
proper communication and marketing strategies to prevent imitation and
counterfeiting of their products.
 Judith A. Garretson et al. (2005):in their article “The role of spokes characters as
advertisements and cues in integrated marketing communications”
examinedvarious integrated marketing communications(IMC),strategies
combinations, effects related to the use of spokes character versus verbal attributes,
advertiser, coordination, character relevancy and the presence of new, favorable brand
information for cognitive resources on packages based on conceptual rationales
encoding specificity, net work associations and the elaboration likelihood model,
empirical evidence that pertains to the potential benefits of including spokes character
campaigns. Specifically, the use of spokes characters results in more favorable band
even when brand attributes recall is affected adversely by deviations from the primary
conveyed in the IMC campaigns.
 SukanyaAshokkumar (2005):in her article “Comparative advertising and brand
equity” found that comparative advertisements have been appearing for quite
sometime now and it is quite likely that consumers might have formed opinions about
these advertisement in general. The opinions that the audience would develop over a
period of time, with reinforcements, crystallize into attitude and further lead to
stereotyping of such advertisements. This article made an attempt to link comparative
advertisements with brand equity.
 Jacquelyn S. Thomas et al. (2005):in their article “Managing marketing
communications with multi channel customers” presented a process of
managingmarketing communications with multi channel retail customers by
leveraging enterprise-level data to understand and predict customers channel choices
over time . The process begins with identifying relevant factors that differentiate
between customers who use different channels. It continuous with developing a
communication strategy for existing customers and ends with predicting the right
communication strategy for prospects and new customers.

ARTICLE-1
TITLE-“Gender differences among adolescents as influences and impact of
communications in the family purchase decision”
AUTHOR-Amit Kumar Sinha (2005)
ABSTRACT
Analyzed the role measures of adolescents, the difference between male and female
adolescents and their influencing role in family purchase and measured the difference
between male and female adolescents in the communication and their impact on family
purchase. The researcher concluded that a significant difference between male and female
adolescents in the family purchase has made a case for further exploration. The
communication between parents and adolescents is one of the openness, irrespective of
gender difference. Apart from this, it was felt necessary to understand in depth, the role of
measures of adolescents.
SOURCE- www.marketingsherpa.com
ARTICLE-2
TITLE-Rural consumer: an opportunity beyond saturated markets
AUTHOR-Aakur et al (2006)15
ABSTRACT-
The present need to focus on the rural markets.This is of paramount importance in the
marketing environment as rural and urban markets in our country are so diverse in nature that
marketing programme cannot be successfully extended to rural markets. The buying behavior

demonstrated by the rural Indian differs tremendously when compared to a typical urban
Indian. Further values, aspirations and needs of the rural people vastly differ from those of
urban population. Basic cultural values in rural India have not faded yet. Buying decision is
still made by the eldest male members in rural family, whereas even children are influenced
by customs, traditions and belief in the rural market. Many rural purchases require collective
social sanction unheard of in urban areas.
SOURCE- www.advertisingage.com
ARTICLE-3
TITLE-Estimating confidence for advertising effect duration intervals.
AUTHOR-Philip Hans Franses et al (2006)
ABSTRACT-
Explained that the duration interval measuresthe dynamic impact of advertising on sales. To
be more precise, the presentation during the intervals measures the time lag between the
advertising impulse and the moment that presentation has decayed. This article strives to
examine the duration interval for a dynamic model linking sales to advertising and most
important and to put forward a method to provide confidence bounds around the estimated
duration interval.
SOURCE- www.marketingprofs.com
Why Digital Media is Killing TV Advertising
In 2018, research conducted by the Leichtman Research Group found that 78% of

households still watch traditional satellite or cable TV.
Looking at that statistic, you wouldn't think that TV viewing is on the decline -- but it is, and
with it, TV ad spend.
For instance, considering research from the same group in 2018, you'll see 69% of homes in
2018 were subscribed to a video streaming service -- which is up from 52%, just two years
prior.

On top of all that, internet usage itself has risen to over four billion users since last year. That
number encompasses over half of the global population, with China, India and the United
States ranking ahead of all other countries in terms of internet users.
The Decline of TV Advertising
TV advertising spend actually climbed 16% from 2010 to 2017, according to analysis by

ARK Investment Management. And yet, conversely, TV viewing decreased in that time by
20%.
In years past, TV was the only form of media you could use to reach a massive market during
prime hours -- but now, people aren't watching as much.
The way we see it, there are a few components to this shift.
First, a study by Omnicom Media Group's Hearts & Science agency found that nearly
half of Millennials and Gen Xers are no longer viewing video content on traditional TV.
Instead, they are choosing to view content on newer streaming platforms -- Netflix, Hulu,
Amazon Prime, and YouTube TV, which have been taking over the viewing space.
In fact, on average, they're consuming 30 hours of video content on streaming platforms per

week. This makes these generations "unreachable" through traditional advertising methods,
particularly since most streaming platforms, like Netflix, don't allow brands to advertise on
the site.
Additionally, when these audiences do watch regular TV, they aren't solely engaged in the
show -- for instance, on commercial breaks they're likely to pull out their phones or other
devices, so they might not remember or watch TV commercials at all.
If these losses continue as projected, by 2023 viewing hours could be less than half what they
were in 2010, and cut in half again by the year 2028.

RESEARCH METHODOLOGY
SCOPE OF THE STUDY
 The study was conducted in requiring 100 respondents who were chosen
randomly from the Hyderabad. The study was done between aim of findings,
the effectiveness of the Ramraj Cotton.
 The following aspects also focused in this study.
 To identify the customer preferences among various advertisement.
 To identify the effective advertisement.

OBJECTIVE OF THE STUDY
 To study the advertisement effectiveness of the Ramraj Cotton.

 To identify the level of satisfaction of customer towards Ramraj Cotton.
 To analyze the completion for the Ramraj Cotton.
 To study the socio-economic factors of the respondents.

Research methodology:
A research design in purely and simply for me to work or plan for a study that guides
the collection and analysis of the data. In customer surveys. We have adopted this descriptive
research design in collection and analyzing.
Research Process:
Research process is the basic approach involved in obtaining information; there are
three types of marketing research.
 Exploratory research
 Descriptive research
 Casual research.
Research instalment used:
Questionnaire method is the suitable to collect the necessary for this study. Through
this research can credit a report with respondents and thereby set adequate get necessary
questions research clarity.
Sampling unit:
The answer of the question that to be served is taken from sampling unit for
advertisement Hyderabad and viewers.

Sampling method:
The sampling size for this study is 100.
Area of sampling:
Hyderabad is select to contract this survey.
Data collection:
Primary data along is collected for this study.

LIMITATION OF THE STUDY
 The research was done in a given short period of time.

 Some of the respondents were not ready to answer the questions.
 The data collection was restricted to 100 respondents.
 The research was conducted only in Hyderabad.

DATA ANALYSIS AND INTERPRETATIONS
1. GENDER WISE CLASSIFICATION OF THE RESPONDENTS:

Particulars No. of respondents Percentage (%)
Male 98 98%
Female 2 2%
Total 100 100%
1.1 GENDER WISE CLASSIFICATION OF THE RESPONDENTS:
PERCENTAGE
120
100
80
PERCENTAGE
60
40
20
0
MALE FEMALE
INTERPRETATION:
The above table shows that the 98% of the respondents are male and 2% of
the respondents are female.

2. AGE WISE CLASSIFICATION OF THE RESPONDENTS:

Below 10 years - -
10 – 20 years 16 16%
21-30 years 69 69%
Above 30 years 15 15%
Total 100 100%
2.1AGE WISE CLASSIFICATION OF THE RESPONDENTS:
PERCENTAGE -
80
70
60
50
40 PERCENTAGE -
30
20
10
0
10 - 20 YEARS 21 - 30 YEARS ABOVE 30 YEARS
INTERPRETATION:
The above table shows that the 69% of the respondents are 21 - 30 and 0%
of the respondents are Below 10 years.

3. EDUCATIONAL QUALIFICATION WISE CLASSIFICATION OF

THE RESPONDENTS:

Illiterate 6 6%
School level 2 2%
College level 65 65%
Others 27 27%
Total 100 100%

3.1 EDUCATIONAL QUALIFICATION WISE CLASSIFICATION

OF THE RESPONDENTS:
PERCENTAGE
70
60
50
40 PERCENTAGE
30
20
10
0
ILLITERATE SCHOOL LEVEL COLLEGE LEVEL OTHERS
INTERPRETATION:
The above table shows that the 65% of the respondents are college level
and 2% of the respondents are school level.
4. OCCUPATION WISE CLASSIFICATION OF THE RESPONDENTS:

Govt employee 8 8%
Private employee 24 24%
Business man 43 43%
Others 25 25%
Total 100 100%
4.1 OCCUPATION WISE CLASSIFICATION OF THE RESPONDENTS:

PERCENTAGE
50
45
40
35
30
25 PERCENTAGE
20
15
10
5
0
GOVT . PRIVATE BUSINESS MAN OTHERS
EMPLOYEEES EMPLOYEES
INTERPRETATION:
The above table shows that the 65% of the respondents are business man
and 8% of the respondents are govt. employee.
5. INCOME WISE CLASSIFICATION OF THE RESPONDENTS:

Below Rs.5000 14 14%
Rs.5000 – 7500 20 20%
Rs.7501 – 10000 43 43%
Above Rs.10000 23 23%
Total 100 100%
5.1 INCOME WISE CLASSIFICATION OF THE RESPONDENTS:

PERCENTAGE
50
45
40
35
30
25 PERCENTAGE
20
15
10
5
0
BELOW RS . RS5000 -7500 RS.7501 - ABOVE
5000 10000 RS.10000
INTERPRETATION:
The above table shows that the 43% of the respondents are Rs.7501- 10000
and14% of the respondents are Below Rs.5000.
6. CLASSIFICATION ON THE BASIS OF RESPONDENTS ON THEIR

SEEING TV PROGRAMME CONTINUOUSLY:
Yes 100 100%

No - -
Total 100 100%
6.1 CLASSIFICATION ON THE BASIS OF RESPONDENTS ON THEIR

SEEING TV PROGRAMME CONTINUOUSLY:

PERCENTAGE
120
100
80
PERCENTAGE
60
40
20
0
YES NO
INTERPRETATION:
The above table shows that the 100% of the respondents are saying yes and
0% of the respondents are saying no.

WHICH TYPE OF ADVERTISEMENT YOU SEEN:
Ramraj cotton 100 100%

Srinivasa - -
ARRS silks - -
Others - -
Total 100 100%

7.1CLASSIFICATION ON THE BASIS OF RESPONDENTS ON THEIR

WHICH TYPE OF ADVERTISEMENT YOU SEEN:
PERCENTAGE
120
100
80
60 PERCENTAGE
40
20
0
RAMRAJ SRINIVASA ARRS SILKS OTHERS
COTTON
INTERPRETATION:
The above table shows that the 100% of the respondents are seen the
advertisement of Ramraj cotton.

WATCHING THE RAMRAJ COTTON ADVERTISEMENT:
Continuously 15 15%
Sometimes 30 30%
Often 35 35%
Rarely 20 20%
Total 100 100%


WATCHING THE RAMRAJ COTTON ADVERTISEMENT:
PERCENTAGE
40
35
30
25
PERCENTAGE
20
15
10
5
0
CONTINUOUSLY SOME TIMES OFTEN RARELY
INTERPRETATION:
The above table shows that the 35% of the respondents are often and 15%
of the respondents are continuously.

WATCHING DURATION OF THE RAMRAJ COTTON
ADVERTISEMENT:
30 seconds 19 19%
60 seconds 24 24%
1 minute 41 41%
Etc. 16 16%

Total 100 100%

WATCHING DURATION OF THE RAMRAJ COTTON
ADVERTISEMENT:
PERCENTAGE
45
40
35
30
25 PERCENTAGE
20
15
10
5
0
30 SECONDS 60 SECONDS 1 MINUTE ETC
INTERPRETATION:
The above table shows that the 41% of the respondents are 1 minute and
16% of the respondents are saying etc.

FEEL ABOUT SATISFACTION OF THE RAMRAJ COTTON
ADVERTISEMENT:

Highly satisfied 16 16%
Satisfied 10 10%
Dissatisfied 57 57%
Moderate 17 17%
Total 100 100%
10.1 CLASSIFICATION ON THE BASIS OF RESPONDENTS ON

THEIR FEEL ABOUT SATISFACTION OF THE RAMRAJ COTTON
ADVERTISEMENT:
PERCENTAGE
60
50
40
30 PERCENTAGE
20
10
0
HIGHLY SATISFIED DISSATISFIED MODERATE
SATISFIED
INTERPRETATION:
The above table shows that the 57% of the respondents are dissatisfied and
10% of the respondents are satisfied.


WHICH TYPE OF ADVERTISEMENT ATTRACTS YOU:
Pictures 24 24%
Wordings 19 19%
Songs 37 37%
Others 20 20%
Total 100 100%

THEIR WHICH TYPE OF ADVERTISEMENT ATTRACTS YOU:
PERCENTAGE
40
35
30
25
PERCENTAGE
20
15
10
5
0
PICTURES WORDINGS SONGS OTHERS
INTERPRETATION:
The above table shows that the 37% of the respondents are songs and 19%
of the respondents are wordings.


INFLUENCED BY THE ADVERTISEMENT TO BUY THE PRODUCT:
Yes 81 81%
No 19 19%
Total 100 100%

THEIR INFLUENCED BY THE ADVERTISEMENT TO BUY THE
PRODUCT:
PERCENTAGE
90
80
70
60
50 PERCENTAGE
40
30
20
10
0
YES NO
INTERPRETATION:
The above table shows that the 81% of the respondents are yes and 19%
of the respondents are no.


BEST HYDERABAD FOR THE ADVERTISEMENT:
Agni 20 20%
NDC 24 24%
Arya 36 36%
others 20 20%
Total 100 100%

THEIR BEST HYDERABADFOR THE ADVERTISEMENT:
PERCENTAGE
40
35
30
25
PERCENTAGE
20
15
10
5
0
AGNI NDC ARYA OTHERS
INTERPRETATION:
The above table shows that the 36% of the respondents are arya and 20%
of the respondents are Agni & others.


SATISFACTION LEVEL OF RAMRAJ COTTON ADVERTISEMENT:
Highly satisfied 17 17%

Satisfied 52 52%
Dissatisfied 17 17%
Moderate 14 14%
Total 100 100%

SATISFACTION LEVEL OF RAMRAJ COTTON ADVERTISEMENT:
PERCENTAGE
60
50
40
30
20
10
0
HIGHLY SATISFIED SATISFIED DISSATISFIED MODERATE
INTERPRETATION:
The above table shows that the 52% of the respondents are satisfied and
14% of the respondents are moderate


ADVERTISEMENT EFFECTIVENESS COMES FROM THE
ADVERTISEMENT:

Serial 20 20%
News 17 17%
Film 47 47%
Others 16 16%
Total 100 100%

THEIRADVDERTISEMENT EFFECTIVENESS COMES FROM THE
ADVERTISEMENT:
PERCENTAGE
50
45
40
35
30 PERCENTAGE
25
20
15
10
5
0
SERIAL NEWS FILM OTHERS
INTERPRETATION:
The above table shows that the 47% of the respondents are film and 16% of
the respondents are others.


UNDERSTAND THE CONCEPT OF RAMRAJ COTTON
ADVERTISEMENT:
Yes 91 91%
No 9 9%
Total 100 100%

THEIR UNDERSTAND THE CONCEPT OF RAMRAJ COTTON
ADVERTISEMENT:
PERCENTAGE
100
90
80
70
60 PERCENTAGE
50
40
30
20
10
0
YES NO
INTERPRETATION:
The above table shows that the 91% of the respondents are yes and 9% of
the respondents are no.

FINDINGS
 Most of the respondents are male.

 Nearly 69% of the respondents are under the age group of 21 – 30 years.
 65% of the respondents are under college level.
 43% of the respondents are business man.
 43% of the respondents are income Rs.7501-Rs.10000.
100% of the respondents are seeing TV programme continuously.
 29% of the respondents are 7-9 times per day watching the advertisement of Ramraj
cotton.
 100% of the respondents are seen the Ramraj cotton advertisement.
 36% of the respondents are 6-10 months watching the advertisement.
 35% of the respondents are often.
 41% of the respondents are watching duration is 1 minute.
 57% of the respondents are dissatisfied.
 37% of the respondents are attracts with songs.
 81% of the respondents are influenced by the advertisement and to buy the product.
 36% of the respondents are arya TV Hyderabad is best.
 52% of the respondents are satisfied.
 47% of the respondents are comes from film.
 91% of the respondents understand the concept of advertisement.

SUGGESTIONS
 To improve the marketing of the product as well as advertising effectiveness

towards Ramraj cotton.
 Advertisement should be regulating given in all the channels.
 The music model should be improved.
 Most of the respondents’ opinion changes the advertisement actors.

CONCLUSION
From the finding suggestion we concluded the advertisement effectiveness towards Ramraj
cotton showroom contains product advertisement like pictures, wordings music and songs has
received a positive impression from the respondents now days rational people are very
particular about the quality and goods and advertisement. The empirical results show that
intensity of advertising creativity is a contributing factor in the effectiveness of an ad. These
results also confirm strong, positive relationships, among creativity in advertising,
communication effect and purchase behaviour. It is quit evidence that highly creative
advertising has more communication effect both in terms of advertising effectiveness and
communication objectives, and it leads to higher advertising response in terms of consumer
purchase behaviour. The results of the study covering many respondents, ads, brands and
product categories, certainly provide a substitute for the dangerous broad based assumptions
regarding effectiveness of or lack of highly creative tactics and offer objective evidence that
creativity is valid probabilistic tool for gauging advertising effectiveness.

BIBLIOGRAPHY
BOOKS REFERRED:
Marketing research; Dr. D.D.SHARMA, SULTAN AND CHAND SONS
Advertisement and sales promotion; SK SARANGI, ASIAN BOOKS PVT
Fundamental modern marketing management; EDWARD W.CUNDIFF AND ETC,

PRENTICE HALL
Principle of marketing; PHILIP KOTLERS AND AMSTRONG GRARY, PEARSON
Statistics for management; I.LEVIN RICHARD, PEARSON EDUCATION
WEBSITES:
WWW.RAMRAJ.COM
WWW.WIKIPEDIA.COM
WWW.INDIARAMRAJ.COM

ANNEXURE
QUESTIONNAIRE
1. Name:
2. Address:
3. Gender:
A. Male [ ] b. Female [ ]
4. Age:
A. Below 10 years [ ] c. 21 – 30 years [ ]
b. 10 – 20 years [ ] d. Above 30 years [ ]
5. Education qualification:
A. Illiterate [ ] c. College level [ ]
b. School level [ ] d. Others [ ]
6. Occupation:
a. Government employee [ ] c. Business man [ ]
b. Private employee [ ] d. Others [ ]
7. Monthly income:
a. Below Rs.5000 [ ] c. Rs.7501 – 10000 [ ]
b. Rs.5000 – 7500 [ ] d. Above Rs.10000 [ ]
8. Are you seeing TV programs continuously?
a. Yes [ ] b. No [ ]
9. How many times watch the Ramraj cotton advertisement per day?
a. 1 – 3 times [ ] c. 7 – 9 times [ ]
b. 4 – 6 times [ ] d. Above 9 times [ ]
10. If yes, which type of advertisement you seen?
a. Ramraj Cotton [ ] c. ARRS silks [ ]
b. Srinivasa [ ] d. others [ ]
11. How many months do you watching Ramraj Cotton advertisement?
a. Below 1 months [ ] c. 6 – 10 months [ ]

b. 1 – 5 months [ ] d. Above 10 months [ ]
12. How offter did you watch the Ramraj Cotton advertisement?
a. Continuously [ ] c. Often [ ]
b. Sometimes [ ] d. Rarely [ ]
13. How do you feel about the Ramraj Cotton advertisement?
a. Highly satisfied [ ] c. Satisfied [ ]
b. Dissatisfied [ ] d. Moderate [ ]
14. Which type of advertisement attracts you Ramraj cotton advertisement?
a. Pictures [ ] c. Songs [ ]
b. Wordings [ ] d. Others [ ]
15. Have you influenced by the advertisement to buy the product?
a. Yes [ ] b. No [ ]
16. Which channels is the best for advertisement in Ramraj cotton advertisement?
a. Agni [ ] c. Arya [ ]
b. NDC [ ] d. Others [ ]
17. Are you satisfied with advertisement of Ramraj cotton advertisment?
a. Highly satisfied [ ] b. Moderate [ ]
b. Satisfied [ ] d. Dissatisfied [ ]
18. When the advertisement effectiveness comes from the bellow?
a. Serial [ ] c. Film [ ]
b. News [ ] d. Others [ ]
19. Can you understand the concept of the Ramraj cotton advertisement?
a. Yes [ ] b. No [ ]
THANKING YOU
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ADVERTAISING EFFECTIVENESS OF RAMRAJ COTTON

S.V .DEGREE COLLEGE, ATP Page 1

Sales and Profits:

S.V .DEGREE COLLEGE, ATP Page 2

S.V .DEGREE COLLEGE, ATP Page 3

Advertising is any paid form of non – personal paid of presentation of ideas

Basic Features of Advertising

1. It is a mass non-personal communication.

2. It is a matter of record.

3. It persuades buyers to purchase the goods advertised.

4. It is a mass paid communication.

S.V .DEGREE COLLEGE, ATP Page 4

Functions of Advertising: Advertising can also help to convince potential buyers

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.

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.

S.V .DEGREE COLLEGE, ATP Page 5

iii) Public service institutional advertising wages public support.

The other types are as follows:

i) Consumer advertising

ii) Comparative advertising

iii) Reminder advertising

iv) Reinforcement advertising

S.V .DEGREE COLLEGE, ATP Page 6

1. To do the entire selling job (as in mail order marketing).

3. To force middlemen to handle the product (pull strategy).

5. To remind users to buy the product (retentive strategy).

7. To provide rationalization (i.e. socially acceptable excuses).

8. To combat or neutralize competitors advertising.

S.V .DEGREE COLLEGE, ATP Page 7

BENEFITS: The functions of advertisement, and that purpose its ethics, may be

a) Creates and stimulates demand opens and expands the markets;

b) Creates goodwill which loads to an increase in sales volume;

c) Reduces marketing costs, particularly product selling costs.

d) Satisfied consumer demands by placing in the market what he needs.

4. It reduces distribution expenses in as much as it plays the part of thousands of salesman at

S.V .DEGREE COLLEGE, ATP Page 8

WHY AND WHEN TO ADVERTISE:

DESIGNING ADVERTISING CAMPAIGN:

Advertising is an organized series of advertising messages. It has been defined as "a

S.V .DEGREE COLLEGE, ATP Page 9

S.V .DEGREE COLLEGE, ATP Page 10

 TV ad run date and time (hour)

S.V .DEGREE COLLEGE, ATP Page 11

What’s The Catch?

What Can I Get By Measuring TV Ad Effectiveness?

S.V .DEGREE COLLEGE, ATP Page 12

S.V .DEGREE COLLEGE, ATP Page 13

S.V .DEGREE COLLEGE, ATP Page 14

S.V .DEGREE COLLEGE, ATP Page 15

Retail industry expects growth in second half of 2020

S.V .DEGREE COLLEGE, ATP Page 16

S.V .DEGREE COLLEGE, ATP Page 17

Indian Textile Sector weaves a spell' Forecasts for 2020

S.V .DEGREE COLLEGE, ATP Page 18

Foreign Institutional Investors (FII):

Brands on the Expansion Mode: