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Project Report

On

“ADVERTISEMENT EFFECTIVENESS OF

COLD DRINKS”

SUBMITTED TO: SUBMITTED By:

Mr.Sachin suhag Anil kumar

Lect. Kaim M.B.A 4th sem.

In Partial Fulfillment of the Requirements for the

Degree of

MASTER OF !"SINESS ADMINISTRATION

Kedarnath aggarwal institute of management

har!hi Dadri"#ession $%%&'$%%()


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CONTENTS

Introduction

• Basic feature of Advertising

• Function

• Evolution

• Benefits

• Groups Involved

• Advertising Campaign

Objectives of Study

Researc !etodology

Analysis " Interpretation

Findings

Suggestions

Conclusions

#imitations

Bibliograpy


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Annexure

ACKNOWLEDGEMENT

There is always a sense of ratit!"e which one feels towar"s his #entor or

$G%R%& who has helpe" hi# at one point of ti#e or thro!h o!t'

( shall )e failin in #y "!ties if ( "o not e*press #y ratit!"e to other

+ac!lty #e#)ers an" frien"s for their !sef!l a",ice at ,ario!s staes'

Last )!t not the least- ( wo!l" li.e to than. the al#ihty Go" for the

)lessins he showere" on #e "!rin the project report'


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INTRODUCTION


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INTRODUCTION

The objectives of all business is to makes profits and a

merchandising concern can do that by increasing its sales atremunerative 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 vedio television or stage

that is not paid for by the sponsor.

On the other hand, advertising denotes a specific attempt to

popularie a specific product or service at a certain cost. It is a

method of publicity. It always intentional openly sponsored by the

sponsor and involves certain cost and hence is paid for. It is a

common form of non! personal communication about an organisation

and or its products idea service etc. that is transmitted to a target

audiences through a mass medium. In common parlance the term

publicity and advertising are used synonymously.

What is Advertising :The word advertising is derived from the "atin word vi,

#advertero# #ad# meaning towards and #verto# meeting towards and

#verto# meaning. #I turn# literally specific thing#.


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$imply 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 logethel the man with something to sell and the man who has

means or desires to buy#.

Advertising has been defined by different e%perts. $ome of the

&uoted definition are '

American marketing association has defined advertising as

#any paid form of non personal presentation and promotion of ideas,

goods or services by an identified sponsor. The medium used are

print broad cast and direct.

$tanton deserves that # Advertising consists of all the activities

involved in presenting to a group a non! personal, oral or visual

openly, sponsored message regarding a product, service, or idea.

This message called an advertisement is disseminated through one

or more media and is paid for by the identified sponsor.

Advertising is any paid form of non ( personal paid of

presentation of ideas goods or services by an identified sponsor.

Advertising is a #non! personal paid message of commercial

significance about a product, service or company made to a market

by an identified sponsor.

In developing an advertising programme, one must always start

by identifying the market needs and buyer motives and must make

five major decisions commonly referred as )* +mission, money

message, media and measurement of advertising.


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Basic eatures !" Advertising

On the basis of various definitions it has certain basic features

such as '

-. It is a mass non!personal communication.

. It is a matter of record.

/. It persuades buyers to purchase the goods advertised.

0. It is a mass paid communication.

). The communication media is diverse such as print +newspapers

and magaines

1. 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.


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uncti!ns !" Advertising

2or many firms advertising is the dominant element of the

promotional mi% ( particulars for those manufacturers who produce

convenience goods such as detergent, non ( prescription drugs,

cosmetics, soft drinks and grocery products. Advertising is also used

e%tensively by maters of automobiles, home appliances, etc, to

introduce new product and new product features its uses its

attributes, pt availability etc.

Advertising can also help to convince potential buyers that a

firms product or service is superior to competitors product in make in

&uality, 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 3hen consumer awareness of products or service is at a

minimum.

ii 3hen sales are increasing for all terms in an industry.

iii 3hen a product is new and incorporates technological advance

not strong and.

iv 3hen primary buying motive e%ists.

It #er"!r$ance the "!%%!&ing "uncti!ns :

i Promotion of sales

ii Introduction of new product awareness.

iii *ass production facilitation

iv 4arry out research

v 5ducation of people.


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T'(ES O AD)ERTISIN*

6roadly speaking, advertising may be classified into two

categories vi., product and institutional advertising.

a+ (r!duct Advertising

The main purpose of such advertising is to inform and stimulate

the market about the advertisers 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 organiation and private

non!business organiations 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, 7irect

action product advertising wages the buyer to take action at once, ice

he seeks a &uick response to the advertisement which may be to

order the product by mail, or mailing a coupon, or he may promptly

purchase in a retail store in response to prince reduction during

clearance sale.

Product advertising is sub!divided into direct 8 indirect action

advertising 8 product advertising aims at informing persons about

what a products is what it does, how it is used and where it can be

purchased. On the other hand selective advertising is made to meet

the selective demand for a particular brand or type is product.

,+ Instituti!na% 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


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feeling favourable to the advertisers company. Its assignment is to

make friends for the institution or organiation.

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 convince 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 Ty#es :

The other types are as follows '

i 4onsumer advertising

ii 4omparative advertising

iii 9eminder advertising

iv 9einforcement advertising


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AD)ERTISIN* OB-ECTI)ES

The long term objectives of advertising are broad and general,

and concern the contribution advertising should make to the

achievement of overall company objectives. *ost companies regard

advertisingly main objective as hat of proving support to personal

selling and other forms of promotion. 6ut 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 '

-. To do the entire selling job +as in mail order marketing.

. To introduce a new product +by building brand awareness

among potential buyers.

/. To force middlemen to handle the product +pull strategy.

0. To build brand preference :by making it more difficult for

middleman to sell substitutes.

). To remind users to buy the product +retentive strategy.

1. To publicie some change in marketing strategy +e.g., a price

change, a new model or an improvement in the product.

;. To provide rationaliation +i.e. $ocially acceptable e%cuses.

. To ac&uaint buyers and prospects with the new uses of the

product +to e%tend the P"4.


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BENEITS

The functions of advertisement, and that purpose its ethics,

may be discussion below '

-. It leads to cheaper prices. #?o advertiser could live in the highly

competitive arena of modern business if his methods of selling

were more costly than those of his rivals.#

. It ac&uaints the public with the features of the goods and

advantages which buyers will enjoy.

/. It increases demand for commodities and this results in

increased production. Advertising '

a 4reates and stimulates demand opens and e%pands the

markets@

b 4reates goodwill which loads to an increase in sales

volume@

c 9educes marketing costs, particularly product selling

costs.

d $atisfied consumer demands by placing in the market

what he needs.

0. It reduces distribution e%penses in as much as it plays the part

of thousands of salesman at a home. Information on a mass

scale relieves the necessity of e%penditure on sales promotion

staff, and &uicker and wider distribution leads to diminishing of

the distribution costs.

). It ensures the consumers better &uality of goods. A good name

is the breath of the life to an advertiser.


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1. 6y paying the way for large scale production and increased

industrialiation, advertising contributes its &uota to the profit of

the companies the prosperity of the shareholder the uplifts of

the wage earners and the solution of he unemployment

problem.

;. 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. #*odern advertising has made the lu%uries

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.


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W.' / W.EN TO AD)ERTISE

Advertising as a tool to marketing not only reaches those who

buy , but also those whose opinions or authority is counted for

e%ample a manufacturer of marble tiles and building boards

advertises not only to people who intend to build houses but also to

architect and engineers. 3hile 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.

Advertising should be used only when it promises to bring good

result more economically and efficiently as compared to other means

of selling. There are goods for which much time and efforts are

re&uired in creating a demand by sending salesman to prospective

buyers than by simply advertising them. In the early days of the cash

register in America it was sold by specially trained salesman who

called on the prospective users and had the difficult task of

convincing them that they could no longer carry on with the old

methods, and that they urgently needed a cash register. In our

country certain publishers have found it less costly to sell their books

by sending salesman from house to house among prospective buyers

than to advertise them. In these two e%amples 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


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the public in the house. ?aturals 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 e%penditure but it will

no doubt secure future sales.

DESI*NIN* AD)ERTISIN* CAM(AI*N :

An advertising is an organied 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 a 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 similarity 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.

4ampaign vary in length some may run only for a few days, other for

weeks, yet other for a season or the entire year. sually a range of /

to 1 months includes many campaigns. *any factors influences

campaign length such as competitors advertising media, policies,


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seasonal falls curves of the product involved, the sie of the

advertising funds, campaign objectives and the nature of the

advertisers marketing programme.

OB-ECTI)ES O CAM(AI*N

The advertising campaign, especially those connected with the

consumers aims at achieving these objectives '

i To announce a new product or improve product.

ii To hold consumers patronage against intensified

campaign use.

iii To inform consumers about a new product use.

iv To teach consumers how to use product.

v To promote a contest or a premium offer.

vi To establish a new trade regional, and

vii To help solve a coca regional problem.

The institutional advertising campaign on the other hand, have

these objectives.

i To create a corporate personality or image.

ii To build a company prestige.

iii To keep the company name before the public.

iv To emphasie company services and facilities.

v To enable company salesman to see top e%ecutive

consistently when making sales calls, and

vi To increase friendliness and goodwill towards the

company.


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7eveloping the campaign programmes. The advertising

campaigns are prepared by the advertising agencies, which work an

behalf of their clients who manufacture product or service enterprises,

which have services to sell. The word campaign is used because

advertising agencies approach their task with a sum 6lanca of military

fanfare in which one fre&uently hears words like target audience

logistics, ero in and tactics and strategy etc.

The account e%ecutive co!ordinates the work in a campaign.

The creation of an advertising campaign starts with an e%ploration of

consumers habits and psychology in relation to the product. This

re&uires the services of statistical trained in survey techni&ues and of

others trained in social psychology. $tatisticians select samples for

survey which are done by trained interviewers who visits individuals,

included in the sample and ask &uestion to find out about their taste

and habits.

This en&uiry often leads to a change in a familiar product. 2or

instance bathing soap may come in several new colours or cigarette

in a new packet or talcum powder in another sie.

$uch interviews are often &uite essential to find out the appeal

of advertising message for a product that would be most effective

with consumers.

7avid Ogilvy describes a consumers survey to find out the most

meaningful benefit in which women are interested when they buy a

face cream. The largest preference as given to #4leans deep into

pores# followed in order of importance by prevent dryness, #is a

complete beauty treatment, recommended by skin doctors# makes

skin look youngerB contains estrogenic hormones, pasteuried for


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purity, prevent skin form aging, smooth our wrinkles ogilvy concludes,

form this voting come one of Celena 9utinsteins most successful face

creams. 3e christened it deep cleanser, thus, building the winning

form into name of the product.

After getting the data the account e%ecutive puts together the

essential elements of his clients brief, interprets the research findings

and draws up what he calls the #advertising strategy#.

STA*E IN AD)ERTISIN* CAM(AI*N

$everal steps are re&uired to developed an advertising

campaign the number of stages and e%act order in which they are

carried out may vary according to an organisations resources, the

nature of its product and the types of audiences to be reached. The

major stages=step are '

-. Identifying and analying the advertising.. 7efining advertising objects./. 4reating the advertising platform.0. 7etermining the advertising appropriation.). $election media plan.1. 4reating the advertising message.;. 5valuating the effectiveness of advertising.


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geographical location of the people, the distribution of age, income,

se%, educational level, and consumers attitudes regarding purchase

and use both of the advertising product and competing products is

needed with better knowledge of market target, effective advertising

campaign can be developed on the other hand, if the advertising

target is not properly identified and analyed the campaign is does

likely to be effective.

31 Deter$ining the advertising !,4ectives :

The objectives of advertisement must be specifically and clearly

defined in measurable terms such as #to communicate specific

&ualities about a particulars product to gain a certain degree of

penetration in a definite audience of a given sie during a given

period of time#, increase sales by a certain percentage or increase

the firms market shares.#

The goals of advertising may be to '

i 4reate a favourable company image by ac&uainting the

public with the services offered available to the

employees and its achievements.

ii 4reate consumers or distributor awareness by

encouraging re&uests providing information about the

types of products sold@ providing information about the

benefits to be gained from use of the companyBs products

or services@ and indicating how product +or services can

be used@


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iii 5ncourage immediate sales by encouraging potential

purchasers through special sales contests, getting

recommendation of professional people about companyBs

products etc.

iv It secures action by the reader through associating ideas,

repetition of the same name in different conte%ts,

immediate action appeal.


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51 Creating the Advertising #%at"!r$ :

An advertising platform consists of the basic issues or selling

points that an advertiser wishes to include in the advertising

campaign. A single advertisement in an advertising campaign may

contain one or more issues in the platform. A motorcycle producers

advertising platform should contain issues which are of importance to

consumers filling and such issues also be those which the

competitive product do not posses.

61 Deter$ining the Advertising A##r!#riati!n:

The advertising appropriation is the total amount of money

which marketer allocates. 2or advertising for a specific time period.

7etermining the campaign budget involves estimating now much it

will cost to achieve the campaigns objectives. If the campaign

objectives are profit relating and stated &uantitatively, then the

amount of the campaign budget is determined by estimating the

proposed campaigns effectiveness in attaining them. If campaigns

object is to build a particular type of company image, then there is

little basis for predicting either the campaigns effectiveness or

determining the budget re&uired.

71 Se%ecting the Media :

*edia selection is an important since it costs time space and

money various factors influence this selection, the most fundamental

being the nature of the target market segment, the type of the product

and the cost involved. The distinctive characteristics of various media


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are also important. Therefore management should focus its attention

on media compatibility with advertising objectives.

Media !r$

-. Press Advertising or Printi ?ewspapers 4ity, $mall town, $undays,

7aily, weekly, 2ortnightly,

&uarterlies, financial and

annuals, 5nglish,

vernacular or regional

languages.

ii *againes Deneral or special,illustrated or otherwise,

5nglish, Cindi, 9egional

language.

iii Trade 8 Technical Eournals,

Industrial year books, commercial,

directories, telephone,

7irectories, references books 8

annuals.

4irculated all over the

country and among the

industrialist and business

magnates.

. 7irect *ail 4irculars, catalogues,

leaflets, brochures,

booklets, folders,

colanders, blotters, diaries

8 other printed material.

/. Outdoor or Traffic Poster and bills on walls,

railways stations platforms

outside public buildings

trains, buses.

0. 6roadcast or radio and T.F. $pot, $ectional or national


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trade cost

). Publicity *ovie $lides and films non

theatrical and documentary

films metal plates andsigns attaches to trees.

1. Couse to house $ampling , couponing, free

gifts, novelties, demonst!

rations.

;. 7ealer aids 4ounter and widows

display demonstration

given by retailer or theadvertises goods.

$o these are the media of the advertising campaign of the selecting

of the media.

81 Creating the Advertising Messages :

This is an important stage of advertising campaign. The

contents of the message has to be very carefully drafted in the

advertisement. 4haracteristics of person in the advertising target

influence the message content and form. An advertisers must use

words, symbols and illustration that are meaningful, familiar and

attractive to those persons. The type of media also influence the

content and form of the message.91 Eva%uating the E""ectiveness !" Advertising :

The effectiveness of advertising is measured for a variety of

reasons '


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a To determine whether a campaign accomplished its

advertising objects.

b To evaluate the relative effectiveness of several

advertisements to ascertain which copy, illustrations or

layout is best.

c To determine the strengths and weaknesses of various

media and media plans.

In other words, measuring advertising effectiveness is needed

to determine whether proposed advertisement should be used and if

they will be now they might be improved@ and whether going

campaign should be stopped, continued or changed. In

accomplishing these purposes, pretests and post test are conducted.

The former tests before e%posing target consumers to advertisements

and the letter after consumers have been e%posed to advertisements

and the letter after consumers have been e%posed to advertisements.

2or an effective advertising programme, the advertising

manager re&uires a basic understanding of the medium that is going

to carry it.

2or effectively using advertising the management must test

advertising to know which of the advertisement to know which of the

advertisement have proved profitable and why as compared to

others.


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OBJECTIVES

OF THE

STUDY


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OB-ECTI)ES O T.E STUD'

!%%!&ing are the !,4ectives !" the study:

-. To know the most effective media of advertisement. To find out the reasons for liking the advertisement of cold drinks.

/. To find out the most popular slogan of advertisement regarding

cold drinks.


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RESEARCH

METHODOLOGY


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Research Meth!d!%!gyResearch is v!yage "r!$ n!&n t! unn!&n

9esearch is a procedure of logical and systematic application of the

fundamentals of science to the general and overall &uestions of a

study and scientific techni&ue which provide precise tools, specific

procedure and technical rather than philosophical means for getting

and ordering the data prior to their logical analysis and manipulation.

7ifferent type of research designs is available depending upon the

nature of research project, availability of able manpower andcircumstances.

Meth!d!%!gy

01 Research Design: The research design is the blueprint for the

fulfillment of objectives and answering &uestions. It is a

master plan specifying the method and procedures for collecting and analying needed information.

o Descri#tive Research is used in this study as the main

aim is to describe characteristics of the phenomenon or a

situation.

31 Data C!%%ecti!n Meth!ds: The source of data includes

primary and secondary data sources.


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(ri$ary S!urces' Primary data has been collected directly

from sample respondents through &uestionnaire and with the

help of interview.

Sec!ndary S!urces' $econdary data has been collected

from standard te%tbooks, ?ewspapers, *againes 8 Internet.

51 Research Instru$ent' 9esearch instrument used for the

primary data collection is Guestionnaire.

0. Sa$#%e Design: $ample design is definite plan determine

before any data is actually obtaining for a sample from a given

population. The researcher must decide the way of selecting a

sample. $amples can be either probability samples or non!

probability samples.

Sa$#%ing Techni;ue: 4onvenience

Sa$#%e Si2e: )> 9espondents.

Area !" Study: Hamuna ?agar.


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ANALYSIS

&

INTERPRETATION


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AD)ERTISEMENT EECTI)ENESS

(ROI


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MAR=ET (ROI


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Si2e !" the C!ca C!%a c!%d drins avai%a,%e in $aret

i >> ml 6ottles +9D6 Dlasses

ii />> ml 6ottles +9D6 Dlasses

iii )>> ml 6ottles +9D6 Dlasses

iv - "itre +PF4 6ottles

v -.) "itre +PF4 6ottles

vi "itre +PF4 6ottles

Sa%es !" C!ca C!%a C!%d drins

4oca 4ola

4old drinks

3eekly

+in carets

*onthly

+in carets

Hearly

+in carets

4oca 4ola )> - 0>>

2anta )> ->/> -:>>

Thums!up /)> -/)> ->

"imca / --> -1/>>

*aaa Tetra / 1>>

$prite ;> )>>>*aaa -> 1:> ->>>>

+Primary data

There is more consumption of 4oca 4ola and has ;> market

share in the Hamunanagar city and 4oca 4ola is having ma%imum

consumption and after that Thumps!up and after it "imca cold drink in

the market and all the products has good sale but less than these.


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Bansa% Trading C!1

>(e#si+

Brands !" (e#si

i Pepsi 4ola

ii *irinda "emon

iii *irinda Orange

iv Pepsi $oda

v Pepsi Apple

%av!urs !" the ,rand :

i 4ola

ii "emon

iii Orange

iv $oda

v Apple


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Si2e !" the (e#si c!%d drins avai%a,%e in $aret

vi >> ml 6ottles +9D6 Dlasses

vii />> ml 6ottles +9D6 Dlasses

viii )>> ml 6ottles +)>> pt. 6ottles

i% - "itre +PF4 6ottles

% -.) "itre +PF4 6ottles

%i "itre +PF4 6ottles

Sa%es !" (e#si C!%d drinsPepsi

4old drinks

3eekly

+in carets

*onthly

+in carets

Hearly

+in carets

Pepsi 0/> -;)> -1>>

*irinda "emon /:> -- -)0>>

*irinda Orange 0) ->>> -/1>>

Pepsi $oda -1 0;> 1>>>

Pepsi Apple -> 0>> )>>>

+Primary 7ata

The consumption of Pepsi cola, after this sale of *irinda "emon

is there and after it *irinda Orange is there and the market share is

less of Pepsi in comparison of 4oca 4ola.


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TA6"5 0.-

RES(ONDENT@S C 00-!0> ) )>

0-!1> / 1

Total )> ->>

Table 0.- shows that 00 of the respondents are in the age

group of --!>, )> are in the age group of -!0> and 1 are in the

age group of 0-!1>.

C%assi"icati!n acc!rding t! age

00I

)>I

1I

--!.> yrs

.-!0> yrs

0-!1> yrs


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TAB2emale > 0>

Total )> ->>

Table 0. shows that 1> of the respondents are males and

0> of them are females

C%assi"icati!n acc!rding t! age

1>I

0>I

male

female


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TAB>

Table 0./ reveals that out of )> respondents ) are matriculate

and : are Draduate and rest of them -1 are post graduate.

>->

.>

/>

0>

)>

1>

;>

below matric matric graduate post

graduate

C a g E


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TAB>

?o ! !

Total )> ->>

Table 0.0 reveals that all the respondents are drinking cold

drinks.

D! y!u ta:e c!%d drin:

->>I

>I

yes

no


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TAB


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TAB


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TAB like

Thums!up, 0 like 4anada dry and / like *aaa.

(re"erence !" C!%d Drin:

>)->-).>.)/>

c o c a

c o l a

p e p s

i

f a n t a

l i m c a

m i r i n d

a

t h u m

s ! u p

c a n a

d a...

m a a

a d e

w

C a g


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TAB


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TAB>

Table 0.: indicate that :1 of the respondents are of the view

that they have been the advertisement of the cold drink they like most

while 0 shows that they donKt have seen the advertisement they like

most .

.ave y!u seen the advertise$ent !"

c!%d drin: y!u %i:e $!st

:1I

0I

yesno


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TAB


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TAB ->>

Table 0.-- shows that out of the )> respondents -- are of view

that there is - type of advertisement and other says that there are

more than one type.

.!& $any ty#es !" advertise$enty!u #re"errd

10%

20%

30%

40%

-

.

/

0


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TAB

Table 0.- shows that out of )> respondents - like the slogan

Btaste the thunderB ,-0 like BHara da tashanB, -1 like Byeh dil mange

moreB and < like the slogan BEo chahe ho jaye coca cola enjoyB.

Which s%!gan !" c!%d drin: y!u %i:e

$!st .0I

.


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TAB

It has film stars ; -0

6ecause of good

music

; -0

Other reasons 1 -

Total )> ->>

Table 0.-/ shows that majority of the respondents like the

advertisement due to its theme while majority of the respondents like

the advertisement due to its film stars and good music.

Why d! y!u %ie the advertise$ent

1>-0

-0

-

theme

film star

good music

other reasons


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TAB

Total )> ->>

Table 0.-0 shows that 01 of the respondents are of the view

that advertisement forced them to consume product more /0 of

them has view that advertisement donKt force them to consume the

product while > of them cannot say anything about it.

D! y!u thin: that the advertise$ent

has "!rced y!u t! c!nsu$e #r!duct

$!re

01I

/0I

.>I

yes

no

cannot say


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TAB ->>

?ewspaper ! !

*againe ! !

Others ! !

Total )> ->>

Table 0.-) reveals that ->> of the respondents are of the viewthat presently the TF is most effective media of advertisement.

Which $edia is #resent%y the

advertise$ent $!re e""ective

->>I

>I>I>I

TF

newspaper

magaine

others


51/71

TAB


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TAB ->>

Table 0.-; shows that did not reply.

EECTI)ENESS O EA(ENDITURE

>

.>

0>

1>

->>

Hes ?o 4annt say

C a g e


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TAB 0>

"iking -> >

$tandard of "iving -> >"evel of 7evelopment -> >

Total )> ->>

Table 0.-< shows that 0> of the respondents say education is

one of the main reason of Advertisement effectiveness while e&ual

of the respondents are in the favour of likings, standars of living and

level of development

0>

.> .> .>

>->.>/>0>)>

5 d u

c a t i o

n

" i k i

n g

$ t a n d

a r d

. .

" e v e l

o f .

. .

C a g e


54/71

TAB


55/71

TAB


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TAB

?one of these ! !

Total )> ->>

Table 0.- indicates that 1

say that it is meant for customers.

1<

.

/>

>>

.>

0>

1>

2or company 2or

employees

2or

customers

?one of

these


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FINDINGS


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INDIN*S

After going through all the project and the collected data, I

found that'

of the respondents said that they like the advertisement of

cold drinks because of its theme whereas, -0 said that they like

celebrities in advertisement.

$ome / of the respondents said thatK yeh dil maange moreK is

the most popular slogan whereas


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SUGGESTIONS


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SU**ESTIONS

3e reached some suggestions '

Advertisement should not be too e%pensive, because the

advertisement leads and increase the prie of the product.

*edia should be selected according to the choice of customers.

In rural areas media should be according to the choice of the

people.

To give more attention in making the advertisement to make it

effective for the sale of cold drink.

Price should be decreased so as to attract the consumers to use

product more.

To give attention on the weak media of advertisement so that the

consumers comes to know about the product.

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

advertisement.


61/71

LIMITATIONS


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63/71

CONCLUSION


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CONC


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BIBLIOGRAPHY


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Bi,%i!gra#hy

Text ,!!s:

Nikmund, 3illiam D. 6usiness 9esearch *ethods Thomson

$outh!western .

4hunawalla, $.A. 2oundation of Advertising theory and Practice

Cimalayan Publishing Couse.

Jotler, Philip *arketing *anagement prentice Call of India.

Internet S!urce:

www.adrelevance.com

www.businessworld.com

http://www.adrelevance/http://www.businessworld.com/http://www.adrelevance/http://www.businessworld.com/


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ANNEXURE


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AD)DRTISEMENT EECTI)ENESS

O CO


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-. 7o you take cold drink L

a. Hes b. ?o

. Cow fre&uently you take cold drink L

a. Once a day b. Twice a day

c. *ore than twice d. ?ot regular

/. 3hich are the different cold drinks available in the market L

a. 4oca 4ola b. Pepsi

c. "imca d. 2anta

e. Thums!up f. *irinda

g. "imca h. *aaa

i. 4anada 7ry j. All of these

0. 3hich cold drink you like most L

a. 4oca 4ola b. Pepsi

c. "imca d. 2anta

e. Thums!up f. *irinda

g. "imca h. *aaa

i. 4anada 7ry j. All of these

). 3hich flavour of cold drink you like most L

a. 4ola b. "emon

c. *ango d. Orange

e. Other

1. Cave you seen the advertisement of cold drink you like most L

a. Hes b. ?o

;. Through which media you have seen itL

a. T.F. b. ?ews Paper


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c. *againe d. Others


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-0. The e%penditure incurred on advertisement of cold drink is such

effective that it adds to profit L

a. Hes b. ?o

c. 4anKt $ay

-) 3hich reason you find for the difference of advertisement

effectiveness L

a. 5ducation b. "ikings

c. $tandard of "iving d. "evel of 7evelopment

-1 Is the study of effectiveness would contribute to improvenment

in present advertisement L

a. Hes b. ?o

c. 4anKt $ay

-; Is advertisement effectiveness is necessary for company L

a. Hes b. ?o

c. 4anKt $ay

-

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