SHRI DHARMASTHALA MANJUNATHESHWARA COLLEGE (AUTONOMOUS),

UJIRE 574240

BACHELOR OF VOCATIONAL COURSE

In

RETAIL AND SUPPLY CHAIN MANAGEMENT

REPORT ON

“Advertising and Brand Management”

Submitted By

ADARSHA R

201202

3rdSemester

SDM College, Ujire.

Under the guidance of

Mr. Ashwith H R

Assistant Professor

Dept of B.vocIn Retail and Supply Chain Mangement,

SDM College, Ujire.

2021-22
 SHRI DHARMASTHALA MANJUNATHESHWARA COLLEGE (AUTONOMOUS),
UJIRE 574240

DEPARTMENT OF B.VOC

CERTIFICATE

This is to certify that Adarsha R bearing 201202 is a bonafide student of

Bachelor’s of Vocational Course (B.Voc) in Retail and supply chain management
of SDM College (Autonomous), Ujire 2021-22. Mini Report on “ADVERTISING
AND BRAND MANAGEMENT” is prepared by him/her under the guidance of
Mr. Ashwith H R, in partial fulfillment of the requirement for the award of
Bachelor’s of Vocational Course (B.Voc)

Mr. Ashwith H R DR. Rakesh T S Mr. Suveer Jain

Internal Guide HOD Coordinator

Name of the Student : ADARSHA R

Roll No : 201202

Viva Voce Examination Date:

Signature of Internal Examiner Signature of External Examiner

Name & Affiliation Name & Affiliation

 DECLARATION

I, Adarsha R, hereby declare that this project report entitled an Advertisement

and Brand Management is prepared by me under the guidance of Mr. Ashwith
H R, Assistant Professor, and Dept of B.Voc in retail and supply chain
management, SDM College Ujire.

I also declare that this mini report work is towards the partial fulfillment of the
university regulation for the award of degree of Bachelor’s of Vocational
Course. (B.Voc)

I further declare that this Project is based on the original study undertaken by
me and has not been submitted for the award of any other university or
institute for the award of any other degree/diploma from any other
university/institution.

Place: UJIRE Signature of the Student

Date: ADARSHA R

201202
 ACKNOWLEDGEMENT

This project report would be incomplete without expressing my sincere

gratitude to all those who have supported me in preparing it successfully.

I would like to express my sincere gratitude to Dr. UDAYCHANDRA.P.N,

Principal, SDM College (Autonomous) Ujire, for his guidance and support in
carrying out this project.

My sincere thanks to Dr. RAKESH T S, HOD, whose timely suggestions and

encouragement supported me to complete this project successfully.

I would like to express my sincere gratitude to Mr. SUVEER JAIN, Course

Coordinator, for his support, co-operation and for providing all necessary
information required for the mini report.

My utmost gratitude to my internal guide, Mr. Ashwith H R, Faculty of B.Voc

in Retail and Supply Chain Management Department, SDM College
(Autonomous) Ujire, who has enthusiastically imparted relevant information,
guided and supported me in carrying out thismini report.

I would like to thank my parents, dear , my friends and all of them who have
helped me in the completion of the mini report.

Place:Ujire STUDENT NAME

Adarsha R
Date: 201202
 TABLE OF CONTENTS

CHAPTERS PARTICULARS PAGE NO

EXECUTIVE SUMMARY

01 INTRODUCTION

02 CONCEPTUAL BACKGROUND

03 Advertisement Development

04 LEARNING EXPIERENCE

05 SUMMARY OF FINDINGS, SUGGESTIONS, CONCLUSION

BIBLIOGRAPHY

ANNEXURE
 EXECUTIVE SUMMARY
This is a mini report on an advertisement. Actually we have done in group the advertisement
for the product which was not so published.
 CHAPTER 01
INTRODUCTION
Advertisement
An advertisement is also known as ads are the vehicle in which companies or the advertising
industry drives their message to consumers. The goal is to motivate consumers to buy goods
or services, change their thinking or create excitement.An advertisement is the promotion of a
product, brand or service to a viewership in order to attract interest, engagement and sales.
Advertisements come in many forms, from copy to interactive video, and have evolved to
become a crucial feature of the app marketplace.

Implications of Advertisements

Social implications
As the advertising is targeted towards society or people it should have following
implications:

Deceptive ads/ Deception Ads, Manipulation, Taste, Should have some sense, Should
involve social awareness elements, Should give product awareness, Enhance standard
of leaving.

Legal implications of advertising

Should not contain any anti-national feelings/ contents, Should not contain any
misleading information about product, Should not violate any government rules and
regulations, Should not advertise illegal activities, products orservices, Unwanted
spam via e-mail should not be done.

Economic implications of advertising

Improve Product value, Create market demand, Should create employment, Should be
responsible for mass production and distribution, Contribute towards increase in
national income, Should Boost exports.
Advertisement objectives
Introduce a product, Introduce a brand, Awareness creation, Acquiring customers or Brand
switching, Differentiation and value creation, Brand building, Positioning the Product and
brand recall, Increase sales, Increase profits, Create Desire, Call to action.

Advertising Agencies

Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it
should be delivered and hands it over to the client. Advertising agencies are mostly not
dependent on any organizations. These agencies take all the efforts for selling the product of
the clients. They have a group of people expert in their particular fields, thus helping the
companies or organizations to reach their target customer in an easy and simple way.

Selection criteria of advertising agency

Years of experience, Where is it located, Clientele, Past performance, Attitude &
Approach, Techniques and skills, Cost, Applauds and recognition.

Remuneration/ Fees structure of Advertising Agencies

Commission, Service Fees, Project Fees, Combined Structures.

Advertising campaign
An advertising campaign is essentially just a series of similar advertisements by a company
or a business in different Medias that share the same core message, while also convince
consumers to purchase their products. Each advertisement may have a different theme, but
eventually, they all support the same cause.

Advertising campaign process

Research, Know the target audience, Setting the budget, Deciding a

proper theme, Selection of media, Media scheduling, Executing the campaign.

BRAND
A brand is a name, term, design, symbol or any other feature thatidentifies one seller's
good or service as distinct from those of other sellers.
BRAND MANAGEMENT
Brand management begins with an analysis on how a brand is currently perceived in the
market, proceeds to planning how the brand should be perceived if it is to achieve its
objectives and continues with ensuring that the brand is perceived as planned and secures its
objectives.

BRANDING
The marketing practice of creating a name, symbol or design that identifies and differentiates
a product from other products.

According to American Marketing Association, “Brand is a name term, sign, symbol, or

design, or a combination of them which is intended to identify the goods or services of one
seller or a group of sellers and to differentiate them from those of competitors’.
 CHAPTER 02
CONCEPTUAL BACKGROUND
Advertising Media
Advertising media are the devices by which and through which the advertising messages are
transmitted by the advertisers to the prospective and existing customers. The message
regarding the product or service is passed on to the consumers or persons concerned through
the media.

MediaStrategy
Media Strategy plays a very important role in Advertising. The role of Media Strategy is to
find out the right path to transfer or say deliver the message to the targeted customers.

The Media Strategy process has three “W”s to be decided. They are

Where to advertise

When to advertise

What media type to use

Media Scheduling
Scheduling directly refers to the patterns of time in which the advertisement is going to run. It
helps fixing up the time slots according to the advertiser so that the message to be delivered
will reach target audience in a proper way with proper timings.

Criteria to select / choose advertising media

The nature of product

Potential market
The type of distribution strategy
The advertising objectives
The type of selling message
The budget available
Competitive advertising
 Media availability
Advertising reach
Advertising Reach is a count of the number of people who viewed your advertisement at least
once. Reach can help you understand how many people have been exposed to a specific
advertisement or marketing message.

Advertising Frequency
Frequency refers to how often an advertisement appears to a single user in a certain time
frame. It is most often measured and expressed as a per hours figure, even when talking about
a day.

For example, if an ad appeared to a single user 6 times in one day, it would be said to
have appeared 6/24 times.

Advertising cost
Advertising cost is the amount of money a business or an individual spent on advertising
campaigns over a period of time.

Advertising message development

The message is something that advertiser wants to convey the market. Message must be such
that makes the viewers or readers to try and/or buy the products. Message or theme has
different types of appeals like fear appeal, emotion appeal, economy appeal, health appeal,
personality appeal, etc. In short, an advertising message must touch needs, emotions, and
attitudes of customers. Mostly, the message expresses major benefits the product offers. It
shows superiority of company’s product among the products of close competitors. Creativity
plays an important role in advertising message. Advertisements differ in terms of the
messages they carry with. It is the powerful factor determining effectiveness of overall
advertising programme.

Advertisement layout

Advertisement Layout refers to the overall structure, the position assigned to the various
elements of the advertisement, copy and illustrations. Layout is deciding on the placement of
headlines, copy, illustrations, marketer’s name, logo and the amount of free space in
an advertisement copy.
Types of Advertisement layout

Big type layout

Alphabet-inspired layout
Big-picture layout
Mondrian layout
Multi-panel layout
Frame layout
Silhouette layout

Advertising Design

The advertising design is the artwork that is visual and created for advertisements
specifically.It is only because of its beautiful design, communicative power, and fascinating
execution. Thus, design is one of the most fundamental features of an advertisement.

Advertising appeal

Advertising appeal is defined as strategies for grabbing the attention of people to persuade

them to purchase your product or service. Many advertisers commonly use appeals to
influence their customers. It is also used so that people can support a cause. Appeals are
customized for the target audience, and they speak to the interests of individuals and in their
words or interest. The primary purpose is to attract them to take the action that is desired by
the seller.

Advertising Copy

An advertising copy is a term used to describe the main text used in the advertisement. The
text could be a dialogue or a catchy punch line. It is a print, radio or TV advertising message
that aims at developing and retaining an interest of the target customer and prompting him to
purchase the product within a couple of seconds.An advertisement copy involves a complete
investigation of the target audience.
Web Advertisements

Online advertising, also known as online marketing, Internet advertising, digital advertising
or web advertising, is a form of marketing andadvertising which uses the Internet to deliver
promotional marketing messages to consumers.

Media Research

Methods ofMeasuring the effectiveness of advertisements

Pre-testing methods

Check-list test
Opinion test
Dummy magazine and port-folio test
Inquiry test
Mechanical tests

Concurrent (at the same time) Testing Methods

Co-incidental surveys

Consumer diaries

Mechanical devices
Audio meters
Psycho galvanometer
Tachisto scope
Traffic counts

Post-testing methods

Inquiry tests
Split-run test
Recognition tests
Recall tests
Sales tests
Branding

The marketing practice of creating a name, symbol or design that identifies and differentiates
a product from other products.

According to American MarketingAssociation, “Brand is a name term, sign, symbol, or

design, or a combination of them which is intended to identify the goods or services of one
seller or a group of sellers and to differentiate them from those of competitors.”

Brand Building

Know who you are targeting and why. You want to know what these consumer’s pain points
are and how your brand can help solve them.Know how you can make yourself stand out.
Brand equity is not built by blending in with the industry. You want to stand out in your
messaging, your imagery, your logo, and your advertising strategy.Be consistent. As you
begin to build marketing campaigns across multiple platforms and channels, you want to
make sure that your messaging remains consistent so that customers can easily connect your
different promotions to your brand. Watch the competition. Know what the competitor is
doing in their branding and take note of what does and does not work for them when
targeting your common niche. This can help you improve your own strategy.Reinforce your
messaging. Make sure that prospective customers regularly receive your messages to
strengthen the associations you touch upon. Use a variety of touch points and opportunities to
help customers engage with you. Have outstanding customer service. Once you get someone
to buy from you, you want them to remember your brand for treating them well. You want
prior customers to tell others how great you are. This builds an organic reputation.

Brand marketing

Brand marketing begins with an analysis on how a brand is currently perceived in the market,
proceeds to planning how the brand should be perceived if it is to achieve its objectives and
continues with ensuring that the brand is perceived as planned and secures its objectives.

Brand Positioning

Brand positioning can be defined as an activity of creating a brand offer in such a manner that
it occupies a distinctive place and value in the target customer’s mind.
Brand logo

A logo is a graphic mark, emblem, symbol, or stylized name used to identify a company,

organization, product, or brand. It may take the form of an abstract or figurative design, or it
may present as a stylized version of the company’s name if it has
sufficient brand recognition.
 CHAPTER 03
Advertisement Development