GROUP PROJECT

ON

ADVERTISING: AN EFFECTIVE PROMOTIONAL TOOL

FOR MARKETING NEW PRODUCTS

SUBMITTED TO: SUBMITTED BY:

DR. MAYANK SHARMA (GROUP NO. 4)

RITIKA

SIDDHARTH GARG

DIVYANSH JAISWAL

SUNDARI TOMAR

SALONI GUPTA

MANAV GARG

PRAVEEN DUBEY

UJJWAL TIWARI

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 ACKNOWLEDGMENT

We are over helmed in all humbleness and gratefulness to acknowledge our

depth to all those who have helped us to put these ideas, well above the level of
simplicity and into something concrete. We would like to convey our heartfelt
gratitude to Dr. Mayank Sharma for his tremendous support and assistance in
the completion of our project also, for providing us with this wonderful
opportunity to work on a project with the topic “Advertising: an effective
promotional tool for marketing new products” which also helped us in doing
a lot of Research and we came to know about so many new things. We are
really thankful to them. The completion of the project would not have been
possible without their help and insights.

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 Table of Contents

INTRODUCTION 4

STATEMENT OF PROBLEM 5

OBJECTIVE OF STUDY 5

SIGNIFICANT OF STUDY6

SCOPE OF STUDY 6

LIMITATIONS OF STUDY 7

CONCEPT OF ADVERTISING 8-10

OBJECTIVE OF ADVERTISING 11

WHY NEW PRODUCT 12

ADVERTISING AS A PROMOTIONAL TOOL 12-17

SUMMARY 18

CONCLUSION 19

REFERENCE 20

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 INTRODUCTION
In the modern world, advertising is one of the media vehicles used by businesses and
potential consumers of goods and services to build direct persuasive communications with
current clients or the broader public. In a communication system, the message can be sent to
the recipient or receiver through any method as long as the recipient can understand and
interpret it.

Advertising literally means to turn people's attention to a particular thing and is derived from
the Latin word advertero. Nothing definitive can be claimed about how advertising works. It
was initially employed to deter or draw attention to something that would drive or drive the
public away from something nice or undesirable.

The first advertisement is thought to have been stencilled at some point. Over three thousand
years before Christ, inscriptions on earthen bricks made by the Babylonians were discovered.

The advertising back then was far more passive and had a much smaller audience. The
earliest examples of writing were on signboards and on the walls of famous structures. The
printing industry also contributed to the technique of advertising through hand bills,
pamphlets, hand books, magazines, and newspapers.

Promotions play a significant role in a free or capitalist economy. This is disseminating

information about a new product. Marketing professionals have proven this to be true.
Promotion is a tool that may be used in a number of ways to estimate demand in addition to
raising awareness of the product.

The strategies include public relations, sales promotion, personal selling, and advertising.
Depending on the nature of the product, the firm's financial strength, etc., businesses can
employ any of these strategies alone or in combination with others to achieve their
promotional goals.

Due to the recent growth of the soap manufacturing industry, the imperfect competition
already present, and the variety of brands available on the soap market, an efficient
advertising strategy is required that will not only educate and persuade consumers, but also
serve to remind them to keep using the brand.

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STATEMENT OF PROBLEM
The fundamental issue in research is to explain the impact or effectiveness of advertising to
adopt and create sales, particularly during the introductory stage, and why a new product dies
during the introductory stage of the product life cycle without ever reaching the growth or
maturity stage.

What advertising strategy(s) will be used and whether those strategies will be effective
enough to meet the objectives.

Many organizations in Nigeria appear to have developed the belief over time that there is a
ready market for products and services once they are produced.

As they don't seem to understand or realize the value or place of advertising in achieving
their business' profit or sales goals.

OBJECTIVES OF THE STUDY 

In the kind of adventure, there must be a study to ascertain its success. If that is a general and
acceptance principle the researcher also has some reasons in going into the study under
consideration. In view of fact, this study is carried to achieve the following objectives.

1     To examine the significant of advertisement as it effects the development introduction

and growth of new product in the market place 

2     To access the degree of the effect of advertising on new product

performance in comprise with competitive product in the market place.

3. To determine the degree of association that exist between the advertising expenditure, and
the annual turnover/profit. 

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SIGNIFICANT OF THE STUDY
This project has significant importance to the company in adopting effectual way of
advertising and promoting their product which lead to prevent uncertainty in the future which
is common to be occurred in the industry especially in marketing new product entrance.

The primary beneficiaries of the study are the companies who want to carry out further
research on marketing as a tool that can be used for the advertisement of products and
services newly launched into the market. The finding will be useful for various marketing
departments in researching.

It will be immensely beneficial to the graduating students of final year and going into the
business world to face problems and difficulties in the advertising and marketing system of
the organization, the student may find them.

SCOPE OF STUDY
This study is about how advertising as a promotional tool for marketing works.

New product a study of the marketing company in the advertisement of a particular product
manufactured by the respected company and would in addition be limited to the company’s
area of operation due to the financial and their constraints.

The study also explores the effect of marketing of new product on the current market system.
This study is done to offer relevant information to the readers in the field of marketing.

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LIMITATION OF THE STUDY
The scope of this study is limited by some factors inherent in our environment such as time,
finance and attitude of respondents. Following are the limitations which came in the course of
the investigation are listed below: -

Vast available data - it can be a significant obstacle in finding a trend and a meaningful data.
We not only went through the vast net of data to dug out the important aspects However we
used this as an opportunity to describe the need for the research.

Lack of reliable data - a lack of data or of reliable data has limited the scope of our analysis.
We faced difficulty in analysing the accuracy of the given data on many platforms. In the
world of full of data, it becomes challenge to find solution and material on relevant topic.

Measure used to collect the data - sometimes it is the case that, after completing our
interpretation of the findings, we discover that the way in which we gathered data inhibited
your ability to conduct a thorough analysis of the results. For example, we regret not
including a specific details that could have helped address a particular issue that emerged
later in the study.

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 CONCEPT OF ADVERTISING

In the modern world of cut-throat competition, advertisement plays an important role to boost
business. Advertising is a form of mass communication, a technique to grab buyers’ attention.
Advertising is the most effective way for creating awareness about the new products among
consumers. It can be done through various Mediums such as newspapers, magazines, radio,
TV, cinema, posters, etc. It is the best way to reach out to maximum people quickly and at a
low cost. 

This is a form of paid public announcement intended to promote the sale of commodity or
services or to bring about some other effects desired by adviser. It is essentially a form of
communication through such diverse media as handbills, newspapers, letters and radio
television broadcast. 

Advertising is the action of calling public attention to an offering through paid

announcements by an identified sponsor.

According to Kotler –

Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or
services by an identified sponsor.

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Characteristics Of Advertising

 Paid Form: Advertising requires the advertiser (also called sponsor) to pay to create
an advertising message, buy advertising media slot, and monitor advertising efforts.

 Tool For Promotion: Advertising is an element of the promotion mix of an

organisation.

 One Way Communication: Advertising is a one-way communication where brands

communicate to the customers through different mediums.

 Personal Or Non-Personal: Advertising can be non-personal as in the case of TV,

radio, or newspaper advertisements, or highly personal as in the case of social media
and other cookie-based advertisements.

Advertising activities can be categorised into above-the-line, below-the-line, and through-

the-line advertising according to their penetration level.

Above-the-line advertising includes activities that are largely non-targeted and have a wide
reach. Examples of above-the-line advertising are TV, radio, & newspaper advertisements.

Below-the-line advertising includes conversion-focused activities which are directed toward

a specific target group. Examples of below-the-line advertising are billboards, sponsorships,
in-store advertising, etc.

Through-the-line advertising includes activities which involve the use of both ATL & BTL
strategies simultaneously. These are directed towards brand building and conversions and
make use of targeted (personalised) advertisement strategies. Examples of through-the-line
advertising are cookie-based advertising, digital marketing strategies, etc.

Advertising activities can also be categorised into 5 types based on the advertising medium
used. These types of advertisements are:

Print Advertising: Newspaper, magazines, & brochure advertisements, etc.

Broadcast Advertising: Television and radio advertisements.

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Outdoor Advertising: Hoardings, banners, flags, wraps, etc.

Digital Advertising: Advertisements displayed over the internet and digital devices.

Product/Brand Integration: Product placements in entertainment media like TV shows,

YouTube videos, etc.

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Objectives Of Advertising

There are 3 main objectives of advertising – to inform about the brand or offering, to
persuade to buy or perform a task and to remind and reinforce the brand message.

To Inform

Advertisements are used to increase brand awareness and brand exposure in the target
market. Informing potential customers about the brand and its products is the first step toward
attaining business goals.

To Persuade

Persuading customers to perform a particular task is a prominent objective of advertising. The

tasks may involve buying or trying the products and services offered, forming a brand image,
developing a favourable attitude towards the brand etc.

To Remind

Another objective of advertising is to reinforce the brand message and to reassure the existing
and potential customers about the brand vision. Advertising helps the brand to maintain top-
of-mind awareness and to avoid competitors stealing the customers. This also helps in the
word-of-mouth marketing.

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WHY NEW PRODUCT
The social and economic justification for the existence of a business is its ability to satisfy its
customer. A company meets its product and services and unless it fulfils this mission a firm
should not exit. It is in light of this that Stanton (1981), the author of fundamental marketing
said that “the watch word for management must often be innovative or die” and this
innovation attitude can become philosophy almost Para telling that of marketing concept”.

May companies will get a substantial portion of the sales value and net profit from product
that did not exceed five ten years ago. In other words new products are essential to growth by
providing an effective means of maintaining or increasing market share.

In a nutshell it is because no single product can maintain its portion in the market indefinitely
that product innovation is essential new product are introduced in order to spread business
risk over a broader-based and to improve the return and capital employed in the business by
further utilization of resources, for example by ironing out the effort of seasonal variation in
production.

In recent time, consumers have become more selective in their choice of products with this
development, it become important that companies follow in the same direction. Thurstain
Vebslem theorized that as members of a social class attain the means to accumulate wealth,
they pass through a period of conspicuous consumption, during which they acquire worthy
goods to impress their neighbours. To uphold the philosophy of market concepts,
organization should direct their efforts towards satisfying those customers/social
requirements by developing new product.

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 ADVERTISING AS A PROMOTIONAL TOOL

A form of mass communication is advertising. The buyer pays for it because he wants to tell
clients about his good or service. In order to generate lucrative sales, the advertiser wants to
persuade and induce the reader, viewer, or listener to take some action, namely to purchase
the advertised goods.

Advertising is thus described as the widespread, paid dissemination of products, services, or

ideas by a specific sponsor. Newspapers, magazines, radio, TV, movies, billboards, posters
outside, direct mail, etc. are all examples of advertising media.

Advertising is a marketing communication method that attempts to inform and/or influence

the opinions and buying behaviour of potential users of a product or service. Also called an
“ad” or advert for short, it is a one-way message to promote an identified organisation/brand,
product, service or an idea.

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Businesses buy advertising space or time, and it is openly sponsored, controlled and non-
personal message (designed for mass media).

The world is saturated with advertising, wherever we go. Advertising is almost always
present, though we might not be consciously aware of it.

Advertising’s ability to deliver a specific message to many people has given it a significant
role in most businesses’ marketing.

Advertising is marketing, but not all marketing is advertising. People often make the mistake
of viewing marketing in terms of individual activities. For example, for some, marketing
would have a sales-dominated view, for others, it might be market research and product
planning. For others, marketing and advertising seem to be interchangeable terms.

However, these activities are all just components of marketing, cogs in a machine working
together. Marketing is the total process of planning and executing product or service design,
and the pricing, promotion, and distribution to meet a firm’s objectives.

Elements of the promotional mix (Belch and Belch, 2003)

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Advertising's effectiveness as a tool for promotion:
A key tool for promotion is advertising. It provides a planned and edited message. It can
reach out to lots of individuals at once, fast, and for little money per potential. As a result, it
is known as a mass medium of communication. All forms of advertising and publicity are
essential to mass manufacturing and distribution. The foundation of contemporary domestic
and international marketing is advertising.

Dabur Advertisements Strategy

Dabur already holds on to print and television advertising and recently is planning to take
over digital media as a medium for advertising its products.

As we have seen, the cancer patients were paid homage in the advertising of Dabur Vatika, as
a salutation notice for battling with the disease. The commercial will reach the consumer’s
emotional side; mostly the ladies who use the Dabur Vatika.

And in the case of Dabur amla hair oil, Dabur featured Priyanka Chopra for the promotion of
the product and she is seen getting a hair massage from her mother, which shows how Dabur
amla hair oil improves mother-daughter relation while getting hair massage.

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Strength of Advertising as a Promotion Tool:
Advertising is a major promotion tool. It offers planned and controlled message. It can
contact and influence numerous people simultaneously, quickly and at a low cost per
prospect. Hence, it is called mass means of communication. Mass production and mass
distribution totally depend on all forms of advertising and publicity. Advertising is the
backbone of modern national and international marketing.

Here are some ways to use product advertising in common advertising channels:

Online advertisements

Consider using online advertisements on social networking websites to display your product
to customers. This allows you to target extremely specific audience groups who are likely to
purchase your product. Use online advertisements that prominently feature photographs of
your individual products and encourage customers to click and purchase immediately.

Print advertisements

Print advertisements allow you to provide customers with detailed explanations of the
benefits of using your product. Also, some types of print advertisements, such as those in
magazines, allow you to target audiences with specific interests. For example, a company
selling a new type of fishing line that's stronger than others may consider placing an
advertisement in a magazine focused on fishing or outdoor activities.

Television advertisements

Television advertisements may be beneficial for showing the value of your product and how
it may enhance a consumer's life. Many companies use television advertisements to make
comparisons between their products versus their competitors. For example, a paper towel
company may develop a television advertisement that shows a side-by-side comparison of
how effectively their paper towel cleans up messes versus how poorly their competitor cleans
up the same mess.

Billboard advertisements

Billboard advertisements allow you to provide information to consumers quickly. They can
be effective for communicating the availability and proximity of your product to consumers,

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such as a billboard advertising a fast-food restaurant is available in a few miles. Billboard
advertisements may also be effective for making striking comparisons between your product
and a competitor's. For example, a fertilizer company may show two types of flowers side by
side to compare how well their fertilizer helped the plants grow versus how their competitor's
product did not.

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SUMMARY
This study on advertising as an important promotion tool in the marketing of new product of
companies Jos, it has produced so many important findings. These are summarized as
follows:

1.The study found that advertising is very effective in creating consumer awareness and
general product information with the area covered by this study.

2.Despite the importance of advertising the study discovered that media choice is critical
factor in terms of influencing consumer buying behaviour. It was evident from the analysis
that to advertising is particularly more effective among young consumers while print media,
and magazines are also influential to literate adult consumers in Jos metropolis.

3.The study further established the relationship between advertising and sales turnover. The
data collected from sales marketing department covering certain period of sales activities
have clearly indicated that more sales were reported after series of advertising campaigns.
These findings have erase the notions that advertising is nothing other than wasted efforts and
funds. 4.It was also discovered that other promotional mix elements other than advertising
have significant impact on the company’s sales volume and profits. These promotional mix
elements include sales promotion, personal selling, publicity and public relations. It is certain
that the confirmation of these promotional elements create more business opportunities,
increased sales and profits.

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CONCLUSION
Businesses use advertising to accomplish varied goals, and companies place those ads in
diverse media. Besides advertising products in traditional venues such as newspapers and
general interest magazines, businesses advertise in media that reach specific markets. For
example, a portable communications device is advertised on a social media site that reaches
younger customers. Home furnishings and decor are advertised in a Home and Garden Show
program guide. Effectively produced ads help to further business goals.

There are various mediums which the companies use to advertise their newly launched
product. Some of the popular mediums include TV, print, digital and radio. The goal of
advertising is to reach the people who are most likely to be willing to pay for a company's
products or services and entice them to buy. Advertising has clear objectives and those
objectives are

Introduce the Product: An advertisement is used to introduce a new brand or company,

product or service to the market. Before you can convince customers that you have the best
option, they have to know what your product does on a basic level and advertising acts as an
open invitation to your potential customers

Emphasize the Benefits: Persuading customers is a prominent advertising objective for

companies in competitive markets. Once customers have a basic understanding of your
industry and product offerings, advertisements help you to show them why your brand is
elite.

Reminding the customer about the product: Airing advertisements continuously simply
reinforces your brand's message in the market place. This helps the company to stay ahead of
the competition

Considering specific goals: Companies also use a variety of specific goals. To increase the
customer base or sending out a message is some of the commonly used goals. Advertising
helps you to choose and act on these specific needs.

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REFERENCES
 ADVERTISING: AN EFFECTIVE PROMOTIONAL TOOL FOR MARKETING NEW PRODUCT
(iprojectmaster.com)
 https://www.bing.com/ck/a?!
&&p=02be6072d0958b11JmltdHM9MTY2NjIyNDAwMCZpZ3VpZD0xMGY5NWJmNi1mYjE0LT
ZjMzItMjgxMS00OWZjZmExMjZkNzkmaW5zaWQ9NTIzNQ&ptn=3&hsh=3&fclid=10f95bf6-
fb14-6c32-2811-49fcfa126d79&psq=ADVERTISING
%3a+AN+EFFECTIVE+PROMOTIONAL+TOOL+FOR+MARKETING+NEW+PRODUCTS&u=a1aHR0
cHM6Ly9ncm9zc2FyY2hpdmUuY29tL3Byb2plY3QvbWFya2V0aW5nLzEzMDM0LWFkdmVydGl
zaW5nLWFuLWVmZmVjdGl2ZS1wcm9tb3Rpb25hbC10b29sLWZvci1tYXJrZXRpbmctbmV3LXB
yb2R1Y3Rz&ntb=1
 advertising an effective promotional tool for marketing new product (slideshare.net)

 advertising an effective promotional tool for marketing new product (a case study of nasco
marketing company) -advertising- product- marketing- research journals and thesis -
researchcub.info - undergraduate project topics - final year project topics

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