INSTITUTE OF MANAGEMENT STUDIES, DEHRADUN SESSION: 2007-2010 A PROJECT REPORT ON COMPARISON OF ADVERTISING STRATEGIES ADOPTED BY TATA AIG LIFE

AND LIC OF INDIA

FOR THE PARTIAL FULFILLMENT OF H.N.B. GARHWAL UNIVERSITY FOR REQUIREMENT OF BACHELORS DEGREE IN BUSINESS ADMINISTRATION

SUBMITTED TO:
Dr. SWATI ANAND

SUBMITTED BY:
SUMIT BAHUGUNA (BB07102)

CERTIFICATE

I have the pleasure in certifying that is a bonafide student of of under university roll no. He has completed his project work entitled under my supervision.

. .

I certified that this is his original effort. It has been not copied from any other source. This project has also not been submitted in any other university for the purpose of award of any degree. This project fulfills the requirement of the curriculum prescribed by HNB GarhwalUniversity, Srinagar for the said course. I recommended this project work for evaluation and consideration for the award of degree of student. Signature: Name of the guide: Date:

ACKNOWLEDGEMENT
No task is a single persons effort. Various factors, situations and persons integrate to provide the background for accomplishment. So was with me. I want to thank, the company guides, Mr. Ankur Goel and Mr. Vishal Gaurav, who provided immense help in the completion of this project. I am also thankful to Dr. Swati Anand a distinguished teacher of our institute for her enlightening guidance and supervision in carrying out the present study. Conglomarised thanks to all the persons who provided cooperation directly or indirectly in this research project.

PREFACE


Insurance is a legal contract that protects people from the financial costs that result from Loss of life, loss of health, lawsuits, or property damage. Insurance provides a means for individuals and societies to cope with some of the risks faced in everyday life. People purchase contracts of insurance, called policies, from a variety of insurance organizations.

Insurance segments

has

been

divided

into

two

Life Insurance General Insurance

Life insurance is a contract for payment of a sum of money to the person assured on the happening of the event insured against. Usually the contract provides for the payment of an amount on the date of maturity or at specified intervals or at unfortunate death. The contract also provides for the payment of premium periodically to the corporation by the assured. General Insurance includes many areas of insurance like marine, motor, engg. Health, fire etc. the contract

provides for the payment of an amount on the happening of some contingency.

INSURANCE INDIA

SECTOR/INDUSTRY

IN

Insurance is a federal subject in india and has a history dating back to 1818. Life and general insurance in India is still a nascent sector with huge potential for various global players with the life insurance premiums accounting to 2.5% of the country's GDP while general insurance premiums to 0.65% of India's GDP. The Insurance sector in India has gone through a number of phases and changes, particularly in the recent years when the Govt. of India in 1999 opened up the insurance sector by allowing private companies to solicit insurance and also allowing FDI up to 26%. Ever since, the Indian insurance sector is considered as a booming market with every other global insurance company wanting to have a lion's share. Currently, the largest life insurance company in India is still owned by the government

History of Insurance in India

company was started by Europeans in kolkata At the dawn of the twentieth century, insurance companies started mushrooming up. In the year 1912, the Life Insurance Insurance in India has its history dating back till 1818, when Oriental Life Insurance Company was started by Europeans in kolkata to cater to the needs of European Insurance in India has its history dating back till 1818, when Oriental Life Insurance Cocommunity. Pre-independent era in India saw discrimination among the life of foreigners and Indians with higher premiums being charged for the latter. It was only in the year 1870, Bombay Mutual Life Assurance Society, the first Indian insurance company covered Indian lives at normal Companies Act, and the Provident Fund Act were passed to regulate the insurance business. The Life Insurance Companies Act, 1912 made it necessary that the premium rate tables and periodical

valuations of companies should be certified by an actuary. However, the disparage still existed as discrimination between Indian and foreign companies. The oldest existing insurance company in India is National Insurance Company Ltd, which was founded in 1906 and is doing business even today. Insurance industry earlier comprised of only two state insurers. Life Insurers life insurance corporation of India (LIC) and General Insurers i.e. General insurance corporation of India (GIC). GIC had four subsidiary companies. The insurance sector went through a full circle of phases from being unregulated to completely regulate and then currently being partly deregulated. It is governed by a number of acts, with the first one being the Insurance Act, 1938.

The Insurance Act, 1938

The Insurance Act, 1938 was the first legislation governing all forms of strict:

insurance to provide

INSURANCE ACT
Even though the first legislation was enacted state control over insurance business.

Life
in 1938, it was only in 19 January 1956, that life insurance in India was completely nationalized, through a Government ordinance; the Life Insurance Corporation Act, 1956 effective from 1.9.1956 was enacted in the year to, inter-alia, form LIFE INSURANCE CORPORATION after nationalization of the 245 companies into one entity. There were 245 insurance companies of both Indian and foreign origin in 1956. Nationalization was accomplished by the govt. acquisition of the management of the companies. The Life Insurance Corporation of India was created on 1st September, 1956, as a result and has grown to be the largest insurance company in India as of 2006

General Insurance Business (Nationalization) Act, 1972

TheGeneralInsuranceBusiness(Nationalization)Act,1972wasenacted to nationalize the 100 odd general insurance companies and subsequently merging them into four companies. All the companies were amalgamated into National Insurance, New India Assurance, Oriental Insurance, and United India Insurance which were headquartered in each of the four metropolitan cities.

Insurance Regulatory and Development Authority (IRDA) Act, 1999

Till 1999, there were not any private insurance companies in Indian insurance sector. The Govt. of India then introduced the Insurance Regulatory and Development Authority Act in 1999, thereby deregulating the insurance sector and allowing private companies into the insurance. Further, foreign investment was also allowed and capped at 26% holding in the Indian insurance companies. In recent years many private players entered in the Insurance sector of India. Companies with equal strength competing in the Indian insurance market. Currently, in India only 2 million people (0.2 % of total population of 1 billion), are covered under Med claim, whereas in developed nations like USA about 75 % of the total population are covered under some insurance scheme.

METHODOLOGY
It helps in planning, analyzing and presenting the information necessary for marketing decisions. It provides information about consumers and markets, and their reaction to various products, prices ,distribution and promotion strategies. The methods, tools and techniques, research instrument and the sources which I adopted in designing my research plan and to collected data are as follows:

Tools and techniques Questionnaires Sampling: In sampling a portion of population to be surveyed is used which represent the entire population so will survey some of the insurance companies as a sample to know about marketing strategy of the companies. Data collection techniques

Primary Data: This is the first hand information gathered to solve the research need.

Personal interview : Conducted when an interviewer and interviewee are physically present at one place. It can be one to one or to many. By this data collecting technique I will collect important information. Secondary Data: This is the second hand information gathered to solve the research need. Information from internet. Internet resources: company annual report etc. External report: Independent magazines ,journal, legal document , case studies.

GOOD MARKETING RESEARCH

It is a methodical and purposeful study conducted to obtain solution for specific marketing problems. It refers to the systematic gathering ,recording and analyzing of data about problem relating to the marketing goods and services.

THE MARKETING RESEARCH PROCESS

Step1) Define the problem , the decision alternatives ,and the research objectives Marketing management must be careful not to define the problem too narrowly for the marketing researcher .The problem should be specific to certain extent . Step2) The second stage of marketing research calls for developing the most efficient plan for gathering the needed information .The marketing manager needs to know the cost of the research plan before approving it.

SAMPLING PLAN

After deciding on the research approach and instruments the marketing researcher must design a sampling plan .This ca three decision: 1) Sampling unit:

Who is to surveyed?

The marketing researcher must define the target population that will be sampled. Once the sampling unit is determined sampling frame must be developed so that everyone in the target population has an equal or know chance of being sample 2) Sample Size:

How many people should be surveyed?

Large sample give more reliable result than small samples. However , it is not necessary to sample the entire target popul even a substantial portion to achieve reliable result .

3) Sampling Procedure:

How should the respondents be chosen?

To obtain a representative sample , a probability sample of the population should be drawn. Probability sampling allows t

calculation of confidence limits for sampling error. Three type of probability sampling are described in Table A. When the cost of time involved in probability sampling is too high , marketing researcher will take no probabili samples.

Contact Methods:Once the sampling plan has been determined, the marketing researcher must decide how the sub
should be contacted: mail, telephone, personal , or online interview.

Mail Questionnaire:

The mail questionnaire is the best way to reach people who would not give personal interviews or whose responses migh biased or distorted by the interviewers .mail questionnaires require simple and clearly worded questions.Unfortunately, th response rate is usually low or slow.

Telephone Interview:

Telephone interviewing is the best method for gathering information quickly, the interviewer is also able to clarify questi respondents do not understand them. The response rate is typically higher than in the case of mailed questionnaires.

Personal interview:

Personal interviewing is the most versatile method. The interviewer can ask more question and record additional observa the respondent such as dress and body language. At the same time, personal interviewing is the most expensive method a requires more administrative planning and supervision than the other three.

4)

Collect the Information:

The data collected phase of marketing research is generally the most prone to error .In the case of survey , four major pro 1) Some respondents will not be home and must be contacted again or replaced. 2) Other respondents will refuse to cooperate. 3) Still other will give biased or dishonest answer. 4) Finally some interviewers will be biased or dishonest.

5)

Analyze the information :

The next to-last step in the process is to extract findings from the collected data.The researcher tabulates the data and develops frequency distributions . Average and measure

dispersion are computed for the major variables.

6)

Present the findings:

As the last step the researcher presents the findings. The researcher should present finding that are relevant to the major m decision facing management

7)

Make the decision:

The manager who commissioned the research need to weigh the evidence. If their confidence in the findings is low, they decide against the findings of the research they may even decide to study the issues further and do more research.

WHAT IS LIFE INSURANCE?

Life insurance is a contract that pledges payment of an amount to the person assured (or his nominee) on the happ the event insured against. The contract is valid for payment of the insured amount during:

The date of maturity, or Specified dates at periodic intervals, or Unfortunate death, if it occurs earlier.

Among other things, the contract also provides for the payment of premium periodically to the Corporation by the policyholder. Life insurance is universally acknowledged to be an institution, which eliminates 'risk', substituting for uncertainty and comes to the timely aid of the family in the unfortunate event of death of the breadwinner. By and large, life insurance is civilization's partial solution to the problems caused by death. Life insurance, in sh concerned with two hazards that stand across the life-path of every person: 1. That of dying prematurely is leaving 2. A dependent family to fend for itself. 3. That of living till old age without visible means of support.

HISTORY OF LIFE INSURANCE

The story of insurance is probably as old as the story of mankind. The same instinct that prompts modern bus today to secure themselves against loss and disaster existed in primitive men also. They too sought to aver consequences of fire and flood and loss of life and were willing to make some sort of sacrifice in order to achieve Though the concept of insurance is largely a development of the recent past, particularly after the industrial era centuries yet its beginnings date back almost 6000 years.

Life Insurance in its modern form came to India from England in the year 1818. Oriental Life Insurance Compa by Europeans in Calcutta was the first life insurance company on Indian Soil. All the insurance companies e during that period were brought up with the purpose of looking after the needs of European community and Indi were not being insured by these companies. However, later with the efforts of eminent people like Babu Muttyla foreign life insurance companies started insuring Indian lives. But Indian lives were being treated as sub-standard heavy extra premiums were being charged on them. Bombay Mutual Life Assurance Society heralded the bir Indian life insurance company in the year 1870, and covered Indian lives at normal rates. Starting as Indian enter highly patriotic motives, insurance companies came into existence to carry the message of insurance and socia through insurance to various sectors of society. Bharat Insurance Company (1896) was also one of such c inspired by nationalism. The Swadeshi movement of 1905-1907 gave rise to more insurance companies. The Un in Madras, National Indian and National Insurance in Calcutta and the Co-operative Assurance at Lahore were e in 1906. In 1907, Hindustan Co-operative Insurance Company took its birth in one of the rooms of the Jorasanko the great poet Rabindranath Tagore, in Calcutta. The Indian Mercantile, General Assurance and Swadeshi L Bombay Life) were some of the companies established during the same period. Prior to 1912 India had no leg regulate insurance business. In the year 1912, the Life Insurance Companies Act, and the Provident Fund Act we The Life Insurance Companies Act, 1912 made it necessary that the premium rate tables and periodical valu companies should be certified by an actuary. But the Act discriminated between foreign and Indian companies accounts, putting the Indian companies at a disadvantage.

MILESTONES OF LIFE INSURANCE

Some of the important milestones in the life insurance business in India are:

1818: Oriental Life Insurance Company, the first life insurance company on Indian soil functioning.

1870: Bombay Mutual Life Assurance Society, the first Indian life insurance company sta business.

1912: The Indian Life Assurance Companies Act enacted as the first statute to regulate insurance business.

1928: The Indian Insurance Companies Act enacted to enable the government to collect st

information about both life and non-life insurance businesses.

1938: Earlier legislation consolidated and amended to by the Insurance Act with the obje protecting the interests of the insuring public.

1956: 245 Indian and foreign insurers and provident societies are taken over by the government and nationalised. LIC formed by an Act of Parliament, viz. LIC Act, 1956, capital contribution of Rs.5 crore from the Government of India.

The General insurance business in India, on the other hand, can trace its roots to th Insurance Company Ltd., the first general insurance company established in the year Calcutta by the British.

CHINTAMANI, the mascot of the middle class, has become a household name. Even kids are dem toys modelled around his scraggly old figure. Thanks to him, ICICI Prudential now enjoys a bran of 92 per cent next to LIC's 97 per cent, according to AC Nielsen's Brandtrack 7 study out last y Insurance brand building has certainly come a long way. Financial services advertising has tradi been tactical. It usually just imparts information, given the complexity of the products.

With the liberalisation of the insurance market in 2000, building a separate insurance brand with towering public sector unit like LIC that held 100 per cent of the market share proved to be an u as well as a daunting task. Awareness of the brand was the first goal that had to be met. Rohit M Vice-President (Marketing), Tata AIG, says, "Insurance buying involves a high degree of involve At the outset, people were not aware that Tata had forayed into the insurance business. Awaren to be driven to a level where it culminates in a transaction. It is unlike some FMCG companies li and Pepsi where marketing has to be driven only to the extent of preference."

Insurance agents demanded that the companies support them by advertising. People they are s should at the very least know that the brand they are selling really exists. Initially, all advertisin private insurers ended up reinforcing the LIC brand image as the PSU was still synonymous with insurance.

Historically, print was the traditional choice for the medium of advertising. The break with tradit came when ICICI Prudential arguably became the first private insurance company to recognise a harness the power of TV advertising, with its `Sindoor' campaign in 2001. Then came its retirem

solutions campaign with the tagline `Retire from work, not life.'

The second campaign saw ICICI Prudential getting into product-specific advertising. With Chinta insurance advertising got a new treatment. Sujit Ganguli, Head (Marketing), ICICI Prudential, sa "Chintamani is a very interesting character. The claymation (clay animation), particularly, break the clutter. To add to it, the jingle is also very catchy."

Now, most private players have 50-70 per cent of their ad spend skewed in favour of television. Marketing budgets have been soaring for the past three years. Reportedly, on a budget of Rs 5. for February 2005 alone, ICICI Prudential's `Retirement solutions campaign' was the highest sp brand, pipping several HLL brands to the post. The fact that insurance selling activity reaches a around March also needs to be taken into account.

The advertising has been spread across mass as well as niche TV channels. S.Muralidharan, Chie Marketing Officer, SBI Life, says, "We have advertised in 10 languages. We chose TV because its footprint is quite large. The visual is always more effective and more universal. Print advertising two-level abstraction, in terms of language and in terms of the thought."

The campaigns have also tapped several ideas associated with insurance; an alternative to LIC's Sharma', which harped on the idea of protecting your family against the wage earner's death. T current campaigns are less dark and foreboding. Some even use humour while others spark sentimentality.

HDFC Standard Life, for instance, uses the idea of `self respect' as its platform. M. Suresh, Gene Manager (Sales), says, "While selling insurance, it does not work if you remind people of their imminent death. Instead of selling insurance by offering protection and safety, we use the platfo self-respect." The TV ad features multiple relationships those between husband and wife, fath son, grandfather and grandson. The family members refuse help from each other because they their `self-respect.' The print ads use the characters from the television ad to extend the idea o campaign. The press ad is, however, packed with more information about the products.

Tata AIG's `boy planting a sapling that grows into a tree' works on the idea of planning ahead. T company also uses brand ambassadors. Says Mull, "We have two ambassadors - Naseeruddin S Nirvana Pension and Harsha Bhogle for Maha Life. Both ambassadors connote credibility and res Harsha, for instance, signifies being an IIM Ahmedabad product, a `numbers' guy and so on."

Kotak Mahindra's Old Mutual Life campaign saw the focus shift to print and outdoor once its TV campaign fell flat. "We decided on a more outdoor-and print-heavy marketing strategy. It was f people needed to be provided with information rather than be hit with visuals. Press ads and ou ads serve that purpose," says Rahul Sinha, Vice-President (Marketing), Kotak Mahindra Old Mut

Kotak uses catch phrases with a twist in all its hoardings. Lines like "Eat your cake and have it t "Bulls you win, bears you win" have been used in its outdoor campaigns to explain its equity-link

products.

Kotak and SBI Life use the same brand colours and logo as the mother brand. As much as 20 pe of Kotak's business comes from bancassurance. "We call it the "6=1" approach. The line "Think Investment, think Kotak" applies to the bank, the insurance wing as well as the mutual fund. We trying to project a traditional Indian brand with the same core values," says Sinha.

SBI Life has 63 per cent business coming from bancassurance. So, its advertisements are direct towards telling people that they can buy insurance from the bank. "Advertising, therefore, consi branch merchandising. Its more about point-of-purchase sort of advertising," says Muralidharan Life's TV campaigns have been more for the non-bank customers. The tone of our ad was more corporate and less about products," he adds.

Throughout this barrage of ad campaigns, LIC has not been keeping quiet. According to analysts pension products and ULIPs are the relatively unsuccessful products in LIC's business portfolio. T been attributed to low commissions for agents because of the low risk content of the products. I case of ULIPs, the agents are still grappling with understanding the complexity of its equity-linke features. They say private players have cashed in on this and usually advertise for pension prod ULIPs.

Many private players have trained their sights on SEC A and B. Lalit Kumar Dash, Executive Dire (Marketing), LIC, says, "Most private players aim at segments of high net worth. They give emp the premium income. On the other hand, LIC has to fulfil a social responsibility. Our spread is ac the country and we have to cater to the high, middle and lower income segments."

Last year, LIC's Rs 125-crore budget was divided with 20 per cent going to TV, 25-30 per cent f and 35 per cent for outdoor. Through March, LIC had ads across all products being beamed on T insurance major also undertook scientific studies to look at its target audience. The company sa the Rs 2 crore it spent on the Internet has been successful in reaching the urban middle and upp class.

With the private players flexing their muscles, the LIC pie has hit a down curve - down from 83 cent last year to 78 per cent this year. Many private companies say that there will be a 30-40 pe increase in their marketing expenditure by next year, with senior executives handling FMCG bra such as ITC, Coke and Cadbury getting roped into marketing insurance wares. The emphasis wil creatives and the accent on awareness. And it is TV that is proving to be new vehicle to carry th insurance business.

Targeting a youth community in big way, Life Insurance Corporation (LIC) is planning to increase its spend in the advert market. As of now what we spend is very small and for the last three years our spend has not changed, but this year we h raised it by 16%, AK Shukla, chairman said.

LIC has sponsored the Zee cine awards and also has spots on the Kaun Banenga Crorepati 2 show to reach out to the you create mindspace for LIC. The corporations spend this year will be at Rs 116 crore. While it is confident about retaining its existing customers, the LIC is making a conscious attempt to grab the mindshare younger lot who will be prime buyers of insurance in the coming years.

Mr Shukla said LIC was keen on getting into health insurance but this would only be done along with an international pa expertise in the business. This is a high risk business as there is no experience in underwriting in health insurance in the nor was there any reliable data to fall back on about diseases and treatment in the country, Mr Shukla LIC was also linin products and one of them was a new product that would combine savings with insurance cover and this was mainly to pro savings especially among small policy holders but it would not haSingle Premium Insurance policy Tags: investment, one time premium insurance plan, Single Premium Insurance policy

LIC Jeevan Nischay Summary: (Table No.199) Jeevan Nischay is a close ended single premium policy with guaranteed maturity benefits exclusively for existing LIC holders. Advantages of Jeevan Nishchay:

Single Premium policy. Guaranteed Maturity benefits with provision of loyalty additions. Plan is exclusively for LIC policyholders. Wide range of policy terms options. Assured maturity benefits (Guaranteed Return + Loyalty Additions)

Assured maturity benefits equal to the Maturity Sum Assured are pre-defined. The specimen Maturity Sum Assured per R single premium is given below for some ages and terms: Age 30 40 50 5 Years Plan 1256 1249 1226 7 Years Plan 1409 1400 1369 10 Years Plan 1715 1699 1645

In addition to the assured maturity benefits, there is provision for the loyalty additions. Depending upon the LICs experi policy will be eligible for Loyalty Addition on death during the last policy year or on the Life Assured surviving the stipu date of maturity at such rate and on such terms as may be declared by the LIC.

Death benefit: Death benefit under Jeevan Nishchay policy is equal to five times the single premium, if death is within first year of ta policy. In case of the death in subsequent years, the death benefit is equal to the maturity sum assured. In case of the deat year of the policy, death benefit is equal to the maturity sum assured with declared loyalty additions, if any.

Minimum Investment: Minimum One Time Premium under Jeevan Nischay is Rs.10,000/- However, if premium amount is Rs. 25,000 or mor policyholder will receive higher maturity sum assured due to available incentive. Loans: Loan facility will be available under this plan after the policy. The rate of interest charged for this loan amount would be determined from time to time by the LIC Of India. Surrender: Policyholder can surrender the policy after one year of commencement of the policy. ve an upper level.

WHAT IS ADVERTISING?

The word advertising has been derived from the Latin word Adverto which means turn peoples attention to a thing. Advertising is the art of making companys and its products known to the world in such a way that a buying that is created in the hearts of the people. Advertising is, therefore, essential for creating and maintainin for companys products. It informs the customers of new product and educates people and spreads knowledge.

According to American Marketing Association, advertising is defined ass any paid form of non-personal prese idea goods or service by an identified sponsor.

WHY ADVERTISING?
Advertising is necessary for the following reasons:-

Advertising is a way for communicating information to the customer information which enables him compare and choose from the products and services available. Advertising enables consumers to exercise their rig choice.

Advertising is the most economical means by which a manufacturer or an institutional body can communi audience, whether to sell a product or promote a cause of social welfare such as a civic drive or an imm programme.

Advertising, being a necessary means of communication, is an inseparable part of free speech. Any restrict right to recommend legitimate goods, services or ideas in public will diminish the fundamental right of the fr speech.

Advertising stimulates increases in production and consequently generates more employment. It can help

prices and thus lead to wider distribution and greater availability of goods and services.

Advertising is essential and integral to the marketing system. It is sometimes maintained that the marketing nothing but the consequences of a countrys social and economic growth. The fact is that marketing and adverti used to aid a countrys social and economic growth. The fact is that marketing and advertising are key tool company growth.

BENEFITS OF ADVERTISING:Some of the benefits of advertising done by companys are as follows:

Source of Information- Consumers need information about various services. Due to ignorance, a consu
purchase an inferior product, pay higher prices or even not know that the product exists. Information given in an advertisement could be about the company and its products or services.

Brand image building- Very often advertising is used to build a brand image. Images are mental pictures

that may appeal to different target audience in varying degrees. They may have their origin in real or assumed Favourable images will help in generating brand loyalty and a disposition to buy that brand in preference to anoth

What is Creative Showcase?

Creative Showcase is one of the largest hubs of Advertising Campaigns across all forms of Media, including T Radio, Digital and OOH. It is a place where any creative person can upload advertising campaigns they are pr or enjoy - and want to share with others. The best way to promote good creative work and that too for free.

Who all can register with Creative Showcase?

An Agency, an individual, a film production house, a brand or even an advertising enthusiast can register and their campaigns on Creative Showcase.

Why should I Register with Creative Showcase?

In this world where even a high-end product loses its appeal if it stops its marketing activities, similarly Creativ Showcase is a place where you are allowed to market your ads. Also, you have the option of providing the cre any ad; all the appreciation goes to the person who actually worked hard in making a campaign see the light o day.

How do I Register with Creative Showcase?

To Register at Creative Showcase is even simpler than boiling an egg. All you need to do is fill up a simple Registration Form, which you will find when you click on the Register(add link) button on the leftmost panel. Ju your details and click on the activation link sent to your E-mail id and you become a registered member of Cre

Showcase. Also, please check your junk/spam mail folder in case you don't receive the activation mail.

Who all view my ad?

Creative Showcase is an open online forum which is visited by a number of professionals including those from media or otherwise. A large number of students also frequent Creative Showcase to keep themselves updated latest Advertising Campaigns in the Industry.

How do I select a Product Group?

For the convenience of the user, a number of Product Groups have been provided so that it becomes easier fo user to search through the ads for a particular group. While uploading an ad, one has to select a product grou is apt for which the ad has been made. For e.g. If the ad is for Tropicana juice, then it would be included unde 'Beverages' group etc.

What is meant by Brand/Client?

In the upload form, the Brand column asks for the brand name for which the ad has been made. For e.g., at tim number of brands are included under one umbrella brand. Say, if the ad is for Cadbury's Dairy Milk, then the B would be 'Cadbury's Dairy Milk' and the Client would be Cadbury's.

What is Advert Title?

This refers to the 'Title', which makes the ad easy to identify.

What all formats are required, which can be uploaded on Creative Showcase?

Creative Showcase supports the largest no. of formats required to upload an ad. A list of formats appears at th bottom of the 'Upload' page after you sign-in.

What is meant by Origin?

The Origin column indicates whether the ad or campaign has been conceptualized and executed by an Indian International agency or whether the origination of the campaign is unknown.

Work Type:
a. What is Client work?

Any campaign or ad which has been conceptualized and executed for a brand, by an agency or a produ house, including in-house campaigns is included under Client work. b. What is Personal work? All campaigns or ads which have been put together by a person, either a media professional or otherwi personal or proactive level or for a portfolio are covered under Personal work. Personal work automatic appears under unpublished work.

What is meant by Published/Unpublished?

If the ad has been published in either of the Media, then it shall come under 'Published'. If it has not been relea then kindly choose 'Unpublished' or 'Don't know', if its release status is unknown.

Date of Publication/Release:
Mention the Month and Year, as to when the ad was published or released.

Creative Agency: Other Additional Credits:

Mention the name and location of the Creative Agency, which conceptualized and executed the ad uploaded b

Under this column, one can mention the name of the Creative Director, Copywriter, Art Director etc. who were responsible for the execution of the ad.

Concept Note:
One can mention the concept note or the idea which was behind the conceptualization of an ad.

How long does it take for a campaign to go live?

Once you have uploaded your campaign, it takes at least 2 working days for it to go live after it has been revie our team. However, be patient, as in some cases it may take much longer

How do I check the status of my ad?

To check the status of the ad uploaded by you, go to 'My Uploads', which will reflect whether your ad is live, or

been rejected or is still under the process of being reviewed. a. What is meant by Pending?

f you see your ad's status as Pending, it implies your submission is still being reviewed by us. Usually th gets published within 2 working days, but please be patient as in some cases it may take much longer. b. What is meant by Rejected?

If you see your ad's status as Rejected, it implies your submission has not been approved by our team. work not being published is not a reflection on the quality of your work. afaqs! is completely independen decision to publish material is not influenced by any network. c. What is meant by Online?

If you see your ad's status as Online, it implies your submission has been reviewed and is live on Creat Showcase.

Why don't I see my ad?

Submissions will not be posted automatically. Do not send the same work several times as it disqualifies the submission Usually work gets published within 2 working days, but please be patient as in some cases it may take much l Once your ad has been reviewed, you shall be receiving a mail stating the status of your ad, whether it has be approved or rejected.

How do I delete or modify my ad?

If you wish to remove your ad or modify it, you will have to send us a Delete/Change request along with a valid as to why should this ad be deleted or modified. The 'Delete/Change' request button appears once you sign-in available under the 'My Uploads' page.

Is there a problem with an ad?

If you have trouble viewing or playing an ad, you might not have the required software to view the ad in its pro format. Kindly download the software required and then try playing it again.

How do I make changes in my account information?

You can edit/update details in your account information, under the 'Edit account info' button available on the le panel. The fields available for editing are: First Name Last Name E-mail Phone No.

Country City Company *Please note, you are not entitled to change your username. You shall have to register again, if you wish to us username.

What is Keyword Search?

If you wish to search for a particular campaign and are unable to find it, then you can simply type in the brand' or a keyword that might be associated with the ad in the Keyword Search and you shall see the relevant result matching your criteria.

What is Browse?

The Browse option helps you search for an ad by terms of Media: TV, Print, Radio, Digital, OOH and by the Pr Categories available.

Public service advertising

The same advertising techniques used to promote commercial goods and services can be used to inform, educate and mot public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audienc "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for comm purposes." - Attributed to Howard Gossage by David Ogilvy.

Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (gen associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of the required public service announcements during the late night or early morning when the smallest percentage of viewer watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service advertising reached its height during World Wars I and II under the direction of several governments.

Types of advertising

Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional pictured above

A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums for advertisers.

A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telepho screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town cr sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

Television
Main articles: Television advertisement and Music in advertising

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the Un States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot this game has reached US$3 million (as of 2009).

The majority of television commercials feature a song or jingle that listeners soon relate to the product.

Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically ins otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience More controversially, virtual billboards may be inserted into the background where none exist in real-life. Virtual product place also possible.

Infomercials
Main article: Infomercial

An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a por of the words "information" and "commercial". The main objective in an infomercial is to create an impulse purchase consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone numb website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimon consumers and industry professionals.

Radio advertising
Radio advertising is a form of advertising via the medium of radio.

Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a receiving Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious lim being restricted to sound, proponents of radio advertising often cite this as an advantage

Print advertising

Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narro targeted media such as local newspapers and trade journals on very specialized topics. A form of print advertising is advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee adver product or service.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of de marketing messages to attract customers. Examples of online advertising include contextual ads on search engine resu pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising netwo e-mail marketing, including e-mail spam. Billboard advertising

Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be p any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office b

and in stadiums. Mobile billboard advertising

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan

Mobile billboards are truck- or blimp-mounted billboards or digital screens. These can be dedicated vehicles built solely carrying advertisements along routes preselected by clients, or they can be specially-equipped cargo trucks. The billboard often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others chang example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including:

Target advertising One-day, and long-term campaigns Conventions Sporting events Store openings and similar promotional events Big advertisements from smaller companies Others

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, advertisements in such places as shopping carts and in-store video displays. Covert advertising Main article: Product placement

Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and med example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report

Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engra the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent Bond films, most notably Casino Royale. In "Fantastic Four 2: Rise of the Silver Surfer", the main transport vehich large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stop show a Coca-Cola billboard. Celebrities Main article: Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their produc promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their f products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as or print adverts to advertise specific or general products.

The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in B China, swimmer Michael Phelps' contract with Kellog was terminated, as Kellog did not want to associate with him after photographed smoking marijuana. ] Media and advertising approaches

Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVR's) such

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on t "relevance" of the surrounding web content and the traffic that the website receives.

Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. D signage also offer the unique ability to see the target audience where they are reached by the medium. Technology advan also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is b successfully employed in supermarkets Another successful use of digital signage is in hospitality locations such as restau malls

E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam". Spam has bee problem for email users for many years. But more efficient filters are now available making it relatively easy to control w you get.

Some companies have proposed placing messages or corporate logos on the side of booster rockets and the Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of messages (see propaganda). can be seen as the pinnacle of any advertising campaign. However, some companies oppos

of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a trademark - turning it into a generic term which means that its legal protection as a trademark is lost.

As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile ph Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate ac web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.

A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take ad of the demographic information the user has provided to the social networking site. Friendertising is a more precise adver term in which people are able to direct advertisements toward others directly using social network service.

From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise on company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured w Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a new promotion concept, "ARvertising"; its supported on Augmented Reality technology. Criticism of advertising

While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as wel a financial burden on internet service providers.[18] Advertising is increasingly invading public spaces, such as schools, some critics argue is a form of child exploitation.[19] In addition, advertising frequently uses psychological pressure (for ex appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Hyper-commercialism and the commercial tidal wave

Criticism of advertising is closely linked with criticism of media and often interchangeable. They can refer to its audio-vi aspects (e. g. cluttering of public spaces and airwaves), environmental aspects (e. g. pollution, oversize packaging, increa consumption), political aspects (e. g. media dependency, free speech, censorship), financial aspects (costs), ethical/moral aspects (e. g. sub-conscious influencing, invasion of privacy, increasing consumption and waste, target groups, certain pr honesty) and, of course, a mix thereof. Some aspects can be subdivided further and some can cover more than one catego

As advertising has become increasingly prevalent in modern Western societies, it is also increasingly being criticized. A can hardly move in the public sphere or use a medium without being subject to advertising. Advertising occupies public s more and more invades the private sphere of people, many of which consider it a nuisance. It is becoming harder to esca advertising and the media. Public space is increasingly turning into a gigantic billboard for products of all kind. The ae and political consequences cannot yet be foreseen. Hanno Rauterberg in the German newspaper Die Zeit calls advertis

kind of dictatorship that cannot be escaped.

Ad creep: "There are ads in schools, airport lounges, doctors offices, movie theaters, hospitals, gas stations, elevators, convenience stores, on the Internet, on fruit, on ATMs, on garbage cans and countless other places. There are ads on beac and restroom walls.] One of the ironies of advertising in our times is that as commercialism increases, it makes it that m difficult for any particular advertiser to succeed, hence pushing the advertiser to even greater efforts. Within a decade ad in radios climbed to nearly 18 or 19 minutes per hour; on prime-time television the standard until 1982 was no more than minutes of advertising per hour, today its between 14 and 17 minutes. With the introduction of the shorter 15-second-spo total amount of ads increased even more dramatically. Ads are not only placed in breaks but e. g. also into baseball teleca the game itself. They flood the internet, a market growing in leaps and bounds.

Other growing markets are product placements in entertainment programming and in movies where it has become s practice and virtual advertising where products get placed retroactively into rerun shows. Product billboards are virtua inserted into Major League Baseball broadcasts and in the same manner, virtual street banners or logos are projected on a canopy or sidewalks, for example during the arrival of celebrities at the 2001 Grammy Awards. Advertising precedes th showing of films at cinemas including lavish film shorts produced by companies such as Microsoft or DaimlerChrysler. largest advertising agencies have begun working aggressively to co-produce programming in conjunction with the largest firms creating Infomercials resembling entertainment programming.

Opponents equate the growing amount of advertising with a tidal wave and restrictions with damming the flood. one of the most outspoken critics of advertising on the international stage, considers advertising the most prevalent and the mental pollutants. From the moment your radio alarm sounds in the morning to the wee hours of late-night TV microj commercial pollution flood into your brain at the rate of around 3,000 marketing messages per day. Every day an estimat billion display ads, 3 million radio commercials and more than 200,000 television commercials are dumped into North A collective unconscious In the course of his life the average American watches three years of advertising on television.

More recent developments are video games incorporating products into their content, special commercial patient channel hospitals and public figures sporting temporary tattoos. A method unrecognisable as advertising is so-called guerrilla m which is spreading buzz about a new product in target audiences. Cash-strapped U.S. cities do not shrink back from offe police cars for advertising. A trend, especially in Germany, is companies buying the names of sports stadiums. The Hamb soccer Volkspark stadium first became the AOL Arena and then the HSH Nordbank Arena. The Stuttgart Neckarstadio the Mercedes-Benz Arena, the Dortmund Westfalenstadion now is the Signal Iduna Park. The former SkyDome in T was renamed Rogers Centre. Other recent developments are, for example, that whole subway stations in Berlin are rede into product halls and exclusively leased to a company. Dsseldorf even has multi-sensorial adventure transit stops equ with loudspeakers and systems that spread the smell of a detergent. Swatch used beamers to project messages on the Berl tower and Victory column, which was fined because it was done without a permit. The illegality was part of the scheme a promotion. Its standard business management knowledge that advertising is a pillar, if not the pillar of the growth-orientated free economy. Advertising is part of the bone marrow of corporate capitalism. Contemporary capitalism could not function global production networks could not exist as they do without advertising.

For communication scientist and media economist Manfred Knoche at the University of Salzburg, Austria, advertising isn simply a necessary evil but a necessary elixir of life for the media business, the economy and capitalism as a whole. Advertising and mass media economic interests create ideology. Knoche describes advertising for products and brands as

producers weapons in the competition for customers and trade advertising, e. g. by the automotive industry, as a means collectively represent their interests against other groups, such as the train companies. In his view editorial articles and programmes in the media, promoting consumption in general, provide a cost free service to producers and sponsoring fo much used means of payment in advertising. Christopher Lasch argues that advertising leads to an overall increase in consumption in society; "Advertising serves not so much to advertise products as to promote consumption as a way o [edit] Advertising and constitutional rights

Advertising is equated with constitutionally guaranteed freedom of opinion and speechTherefore criticizing advertising o attempt to restrict or ban advertising is almost always considered to be an attack on fundamental rights (First Amendme USA) and meets the combined and concentrated resistance of the business and especially the advertising community. Cu in the near future, any number of cases are and will be working their way through the court system that would seek to pro government regulation of ... commercial speech (e. g. advertising or food labelling) on the grounds that such regulation w violate citizens and corporations First Amendment rights to free speech or free press. An example for this debate is adv for tobacco or alcohol but also advertising by mail or fliers (clogged mail boxes), advertising on the phone, in the interne advertising for children. Various legal restrictions concerning spamming, advertising on mobile phones, addressing child tobacco, alcohol have been introduced by the US, the EU and various other countries. Not only the business community r restrictions of advertising. Advertising as a means of free expression has firmly established itself in western society. McC argues, that the government deserves constant vigilance when it comes to such regulations, but that it is certainly not the antidemocratic force in our society. ...corporations and the wealthy enjoy a power every bit as immense as that enjoyed b lords and royalty of feudal times and markets are not value-free or neutral; they not only tend to work to the advantage with the most money, but they also by their very nature emphasize profit over all else.Hence, today the debate is over w advertising or food labelling, or campaign contributions are speech...if the rights to be protected by the First Amendment be effectively employed by a fraction of the citizenry, and their exercise of these rights gives them undue political power undermines the ability of the balance of the citizenry to exercise the same rights and/or constitutional rights, then it is not necessarily legitimately protected by the First Amendment. In addition, those with the capacity to engage in free press position to determine who can speak to the great mass of citizens and who cannot. Critics in turn argue, that advertising privacy which is a constitutional right. For, on the one hand, advertising physically invades privacy, on the other, it increa uses relevant, information-based communication with private data assembled without the knowledge or consent of consu target groups.

For Georg Franck at Vienna University of Technology advertising is part of what he calls mental capitalism, taking up (mental) which has been used by groups concerned with the mental environment, such as Adbusters. Franck blends the Economy of Attention with Christopher Laschs culture of narcissm into the mental capitalism: In his essay Adverti the Edge of the Apocalypse, Sut Jhally writes: 20. century advertising is the most powerful and sustained system of pr in human history and its cumulative cultural effects, unless quickly checked, will be responsible for destroying the world know it. The price of attention and hidden costs

Advertising has developed into a billion-dollar business on which many depend. In 2006 391 billion US dollars were spe worldwide for advertising. In Germany, for example, the advertising industry contributes 1.5% of the gross national incom figures for other developed countries are similar.[citation needed] Thus, advertising and growth are directly and causally linked as a growth based economy can be blamed for the harmful human lifestyle (affluent society) advertising has to be conside this aspect concerning its negative impact, because its main purpose is to raise consumption. The industry is accused of

of the engines powering a convoluted economic mass production system which promotes consumption.

Attention and attentiveness have become a new commodity for which a market developed. The amount of attention that absorbed by the media and redistributed in the competition for quotas and reach is not identical with the amount of attent is available in society. The total amount circulating in society is made up of the attention exchanged among the people th and the attention given to media information. Only the latter is homogenised by quantitative measuring and only the latte the character of an anonymous currency. According to Franck, any surface of presentation that can guarantee a certain d attentiveness works as magnet for attention, e. g. media which are actually meant for information and entertainment, cultu the arts, public space etc. It is this attraction which is sold to the advertising business. The German Advertising Associati that in 2007 30.78 billion Euros were spent on advertising in Germany 26% in newspapers, 21% on television, 15% by m 15% in magazines. In 2002 there were 360.000 people employed in the advertising business. The internet revenues for ad doubled to almost 1 billion Euros from 2006 to 2007, giving it the highest growth rates.

Spiegel-Online reported that in the USA in 2008 for the first time more money was spent for advertising on internet (105 US dollars) than on television (98.5 billion US dollars). The largest amount in 2008 was still spent in the print media (147 US dollars) For that same year, Welt-Online reported that the US pharmaceutical industry spent almost double the amoun advertising (57.7 billion dollars) than it did on research (31.5 billion dollars). But Marc-Andr Gagnon und Joel Lexchin University, Toronto, estimate that the actual expenses for advertising are higher yet, because not all entries are recorded b research institutionsNot included are indirect advertising campaigns such as sales, rebates and price reductions. Few cons aware of the fact that they are the ones paying for every cent spent for public relations, advertisements, rebates, packagin since they ordinarily get included in the price calculation. Influencing and conditioning

Advertising for McDonald's on the Via di Propaganda, Rome, Italy

The most important element of advertising is not information but suggestion more or less making use of associations, em (appeal to emotion) and drives dormant in the sub-conscience of people, such as sex drive, herd instinct, of desires, suc happiness, health, fitness, appearance, self-esteem, reputation, belonging, social status, identity, adventure, distraction, re fears (appeal to fear), such as illness, weaknesses, loneliness, need, uncertainty, security or of prejudices, learned opinio comforts. All human needs, relationships, and fears the deepest recesses of the human psyche become mere means fo expansion of the commodity universe under the force of modern marketing. With the rise to prominence of modern mark commercialism the translation of human relations into commodity relations although a phenomenon intrinsic to capi

has expanded exponentially.[42] Cause-related marketing in which advertisers link their product to some worthy social c boomed over the past decade.

Advertising exploits the model role of celebrities or popular figures and makes deliberate use of humour as well as of ass with colour, tunes, certain names and terms. Altogether, these are factors of how one perceives himself and ones self-wo description of mental capitalism Franck says, the promise of consumption making someone irresistible is the ideal way objects and symbols into a persons subjective experience. Evidently, in a society in which revenue of attention moves to consumption is drawn by ones self-esteem. As a result, consumption becomes work on a persons attraction. From the subjective point of view, this work opens fields of unexpected dimensions for advertising. Advertising takes on the role councillor in matters of attraction. The cult around ones own attraction is what Christopher Lasch described as Culture Narcissism.

For advertising critics another serious problem is that the long standing notion of separation between advertising and editorial/creative sides of media is rapidly crumbling and advertising is increasingly hard to tell apart from news, inform entertainment. The boundaries between advertising and programming are becoming blurred. According to the media firm commercial involvement has no influence over actual media content, but, as McChesney puts it, this claim fails to pass e most basic giggle test, it is so preposterous.

Advertising draws heavily on psychological theories about how to create subjects, enabling advertising and marketing to a more clearly psychological tinge (Miller and Rose, 1997, cited in Thrift, 1999, p. 67). Increasingly, the emphasis in ad has switched from providing factual information to the symbolic connotations of commodities, since the crucial cultura of advertising is that the material object being sold is never in itself enough. Even those commodities providing for the m mundane necessities of daily life must be imbued with symbolic qualities and culturally endowed meanings via the magi (Williams, 1980) of advertising. In this way and by altering the context in which advertisements appear, things can be m mean "just about anything" (McFall, 2002, p. 162) and the same things can be endowed with different intended meanin different individuals and groups of people, thereby offering mass produced visions of individualism.

Before advertising is done, market research institutions need to know and describe the target group to exactly plan and implement the advertising campaign and to achieve the best possible results. A whole array of sciences directly deal with advertising and marketing or is used to improve its effects. Focus groups, psychologists and cultural anthropologists are rigueur in marketing research. Vast amounts of data on persons and their shopping habits are collected, accumulated, aggregated and analysed with the aid of credit cards, bonus cards, raffles and, last but not least, internet surveying. With i accuracy this supplies a picture of behaviour, wishes and weaknesses of certain sections of a population with which adve can be employed more selectively and effectively. The efficiency of advertising is improved through advertising resear Universities, of course supported by business and in co-operation with other disciplines (s. above), mainly Psychiatry Anthropology, Neurology and behavioural sciences, are constantly in search for ever more refined, sophisticated, subtle crafty methods to make advertising more effective. Neuromarketing is a controversial new field of marketing which us medical technologies such as functional Magnetic Resonance Imaging (fMRI) -- not to heal, but to sell products. Adve and marketing firms have long used the insights and research methods of psychology in order to sell products, of course. these practices are reaching epidemic levels, and with a complicity on the part of the psychological profession that exceed the past. The result is an enormous advertising and marketing onslaught that comprises, arguably, the largest single psych project ever undertaken. Yet, this great undertaking remains largely ignored by the American Psychological Association. McChesney calls it "the greatest concerted attempt at Dependency of the media and corporate censorship

Almost all mass media are advertising media and many of them are exclusively advertising media and, with the exception public service broadcasting are privately owned. Their income is predominantly generated through advertising; in the newspapers and magazines from 50 to 80%. Public service broadcasting in some countries can also heavily depend on ad as a source of income (up to 40%).In the view of critics no media that spreads advertisements can be independent and the the proportion of advertising, the higher the dependency. This dependency has distinct implications for the nature of me content. In the business press, the media are often referred to in exactly the way they present themselves in their candid moments: as a branch of the advertising industry.

In addition, the private media are increasingly subject to mergers and concentration with property situations often becom entangled and opaque. This development, which Henry A. Giroux calls an ongoing threat to democratic culture, by itse suffice to sound all alarms in a democracy. Five or six advertising agencies dominate this 400 billion U.S. dollar global in

Journalists have long faced pressure to shape stories to suit advertisers and owners . the vast majority of TV station ex found their news departments cooperative in shaping the news to assist in non-traditional revenue development. Negati undesired reporting can be prevented or influenced when advertisers threaten to cancel orders or simply when there is a d such a cancellation. Media dependency and such a threat becomes very real when there is only one dominant or very few advertisers. The influence of advertisers is not only in regard to news or information on their own products or services bu to articles or shows not directly linked to them. In order to secure their advertising revenues the media has to create the b possible advertising environment. Another problem considered censorship by critics is the refusal of media to accept advertisements that are not in their interest. A striking example of this is the refusal of TV stations to broadcast ads by Gr to place advertisements and are refused by networks.

It is principally the viewing rates which decide upon the programme in the private radio and television business. Their b to absorb as much attention as possible. The viewing rate measures the attention the media trades for the information offe service of this attraction is sold to the advertising business and the viewing rates determine the price that can be demand advertising.

Advertising companies determining the contents of shows has been part of daily life in the USA since 1933. Procter & G (P&G) . offered a radio station a history-making trade (today know as bartering): the company would produce an ow for free and save the radio station the high expenses for producing contents. Therefore the company would want its com spread and, of course, its products placed in the show. Thus, the series Ma Perkins was created, which P&G skilfully u promote Oxydol, the leading detergent brand in those years and the Soap opera was born

While critics basically worry about the subtle influence of the economy on the media, there are also examples of blunt ex influence. The US company Chrysler, before it merged with Daimler Benz had its agency, PentaCom, send out a letter numerous magazines, demanding them to send, an overview of all the topics before the next issue is published to avoid p conflict. Chrysler most of all wanted to know, if there would be articles with sexual, political or social content or whic be seen as provocative or offensive. PentaCom executive David Martin said: Our reasoning is, that anyone looking at $ product would want it surrounded by positive things. There is nothing positive about an article on child pornography. example, the USA Network held top-level off-the-record meetings with advertisers in 2000 to let them tell the network type of programming content they wanted in order for USA to get their advertising. Television shows are created to acco the needs for advertising, e. g. splitting them up in suitable sections. Their dramaturgy is typically designed to end in susp leave an unanswered question in order to keep the viewer attached.

The movie system, at one time outside the direct influence of the broader marketing system, is now fully integrated into i

the strategies of licensing, tie-ins and product placements. The prime function of many Hollywood films today is to aid in selling of the immense collection of commodities. The press called the 2002 Bond film Die Another Day featuring 24 m promotional partners an ad-venture and noted that James Bond now has been licensed to sell As it has become sta practise to place products in motion pictures, it has self-evident implications for what types of films will attract product placements and what types of films will therefore be more likely to get made.

Advertising and information are increasingly hard to distinguish from each other. The borders between advertising and m become more and more blurred. What August Fischer, chairman of the board of Axel Springer publishing company co to be a proven partnership between the media and advertising business critics regard as nothing but the infiltration of jo duties and freedoms. According to RTL-executive Helmut Thoma private stations shall not and cannot serve any missi only the goal of the company which is the acceptance by the advertising business and the viewer. The setting of prioriti order actually says everything about the design of the programmes by private television. Patrick Le Lay, former manag director of TF1, a private French television channel with a market share of 25 to 35%, said: "There are many ways to talk television. But from the business point of view, lets be realistic: basically, the job of TF1 is, e. g. to help Coca Cola sell i product. () For an advertising message to be perceived the brain of the viewer must be at our disposal. The job of our programmes is to make it available, that is to say, to distract it, to relax it and get it ready between two messages. It is dis human brain time that we sell to Coca Cola.

Because of these dependencies a widespread and fundamental public debate about advertising and its influence on inform freedom of speech is difficult to obtain, at least through the usual media channels; otherwise these would saw off the bran are sitting on. The notion that the commercial basis of media, journalism, and communication could have troubling impl for democracy is excluded from the range of legitimate debate just as capitalism is off-limits as a topic of legitimate de U.S. political culture.

An early critic of the structural basis of U.S. journalism was Upton Sinclair with his novel The Brass Check stresses the influence of owners, advertisers, public relations, and economic interests on the media. In his book Our Mas Voice Advertising the social ecologist James Rorty (18901973) wrote: "The gargoyles mouth is a loudspeaker, pow the vested interest of a two-billion dollar industry, and back of that the vested interests of business as a whole, of industry finance. It is never silent, it drowns out all other voices, and it suffers no rebuke, for it is not the voice of America? That i claim and to some extent it is a just claim...

It has taught us how to live, what to be afraid of, what to be proud of, how to be beautiful, how to be loved, how to be env to be successful.. Is it any wonder that the American population tends increasingly to speak, think, feel in terms of this jabberwocky? That the stimuli of art, science, religion are progressively expelled to the periphery of American life to bec The commercialisation of culture and sports

Performances, exhibitions, shows, concerts, conventions and most other events can hardly take place without sponsoring. increasing lack arts and culture they buy the service of attraction. Artists are graded and paid according to their arts valu commercial purposes. Corporations promote renown artists, therefore getting exclusive rights in global advertising campa Broadway shows, like La Bohme featured commercial props in its set

Advertising itself is extensively considered to be a contribution to culture. Advertising is integrated into fashion. On man of clothing the company logo is the only design or is an important part of it. There is only little room left outside the cons economy, in which culture and art can develop independently and where alternative values can be expressed. A last impo

sphere, the universities, is under strong pressure to open up for business and its interests.

Inflatable billboard in front of a sports stadium

Competitive sports have become unthinkable without sponsoring and there is a mutual dependency. High income with ad is only possible with a comparable number of spectators or viewers. On the other hand, the poor performance of a team o sportsman results in less advertising revenues. Jrgen Hther and Hans-Jrg Stiehler talk about a Sports/Media Complex a complicated mix of media, agencies, managers, sports promoters, advertising etc. with partially common and partially d interests but in any case with common commercial interests. The media presumably is at centre stage because it can supp other parties involved with a rare commodity, namely (potential) public attention. In sports the media are able to generat enormous sales in both circulation and advertising.

Sports sponsorship is acknowledged by the tobacco industry to be valuable advertising. A Tobacco Industry journal in 1 described the Formula One car as The most powerful advertising space in the world. . In a cohort study carried out in secondary schools in England in 1994 and 1995 boys whose favourite television sport was motor racing had a 12.8% risk becoming regular smokers compared to 7.0% of boys who did not follow motor racing.

Not the sale of tickets but transmission rights, sponsoring and merchandising in the meantime make up the largest part of associations and sports clubs revenues with the IOC (International Olympic Committee) taking the lead. The influenc media brought many changes in sports including the admittance of new trend sports into the Olympic Games competition distances, changes of rules, animation of spectators, changes of sports facilities, the cult of sports heroes who establish themselves in the advertising and entertaining business because of their media value and last but not least, the n and renaming of sport stadiums after big companies. In sports adjustment into the logic of the media can contribute to th of values such as equal chances or fairness, to excessive demands on athletes through public pressure and multiple exploi to deceit (doping, manipulation of results ). It is in the very interest of the media and sports to counter this danger beca media sports can only work as long as sport exists. Occupation and commercialisation of public space

Every visually perceptible place has potential for advertising. Especially urban areas with their structures but also landsca sight of through fares are more and more turning into media for advertisements. Signs, posters, billboards, flags have bec decisive factors in the urban appearance and their numbers are still on the increase. Outdoor advertising has become una Traditional billboards and transit shelters have cleared the way for more pervasive methods such as wrapped vehicles, sid buildings, electronic signs, kiosks, taxis, posters, sides of buses, and more. Digital technologies are used on buildings to s urban wall displays. In urban areas commercial content is placed in our sight and into our consciousness every moment public space. The German Newspaper Zeit called it a new kind of dictatorship that one cannot escape. Over time, this domination of the surroundings has become the natural state. Through long-term commercial saturation, it has become understood by the public that advertising has the right to own, occupy and control every inch of available space. The stea

normalization of invasive advertising dulls the publics perception of their surroundings, re-enforcing a general attitude o powerlessness toward creativity and change, thus a cycle develops enabling advertisers to slowly and consistently increas saturation of advertising with little or no public outcry.

The massive optical orientation toward advertising changes the function of public spaces which are utilised by brands. Ur landmarks are turned into trademarks. The highest pressure is exerted on renown and highly frequented public spaces wh also important for the identity of a city (e. g. Piccadilly Circus, Times Square, Alexanderplatz). Urban spaces are pub commodities and in this capacity they are subject to aesthetical environment protection, mainly through building regula heritage protection and landscape protection. It is in this capacity that these spaces are now being privatised. They are pe with billboards and signs, they are remodelled into media for advertising. Socio-cultural aspects: sexism, discrimination and stereotyping

Advertising has an agenda setting function which is the ability, with huge sums of money, to put consumption as the o on the agenda. In the battle for a share of the public conscience this amounts to non-treatment (ignorance) of whatever is commercial and whatever is not advertised for. Advertising should be reflection of society norms and give clear picture o market. Spheres without commerce and advertising serving the muses and relaxation remain without respect. increasing force advertising makes itself comfortable in the private sphere so that the voice of commerce becomes the do way of expression in societyAdvertising critics see advertising as the leading light in our culture. Sut Jhally and James Tw go beyond considering advertising as kind of religion and that advertising even replaces religion as a key institution. "Co advertising (or is it commercial media?) is the largest single psychological project ever undertaken by the human race. Ye of that, its impact on us remains unknown and largely ignored. When I think of the medias influence over years, over de think of those brainwashing experiments conducted by Dr. Ewen Cameron in a Montreal psychiatric hospital in the 1950s MKULTRA). The idea of the CIA-sponsored "depatterning" experiments was to outfit conscious, unconscious or semicon subjects with headphones, and flood their brains with thousands of repetitive "driving" messages that would alter their be over time.Advertising aims to do the same thing." Advertising is especially aimed at young people and children and it increasingly reduces young people to consumers. For Sut Jhally it is not surprising that something this central and with s being expended on it should become an important presence in social life. Indeed, commercial interests intent on maximiz consumption of the immense collection of commodities have colonized more and more of the spaces of our culture. For i almost the entire media system (television and print) has been developed as a delivery system for marketers its prime fun produce audiences for sale to advertisers. Both the advertisements it carries, as well as the editorial matter that acts as a s it, celebrate the consumer society. The movie system, at one time outside the direct influence of the broader marketing sy now fully integrated into it through the strategies of licensing, tie-ins and product placements. The prime function of man Hollywood films today is to aid in the selling of the immense collection of commodities. As public funds are drained from non-commercial cultural sector, art galleries, museums and symphonies bid for corporate sponsorship. In the same way is the education system and advertising is increasingly penetrating schools and universities. Cities, such as New York, ac sponsors for public playgrounds. Even the pope has been commercialized The popes 4-day visit to Mexico in 199 sponsored by Frito-Lay and PepsiCo. The industry is accused of being one of the engines powering a convoluted econom production system which promotes consumption. As far as social effects are concerned it does not matter whether adverti consumption but which values, patterns of behaviour and assignments of meaning it propagates. Advertising is accused o hijacking the language and means of pop culture, of protest movements and even of subversive criticism and does not shy from scandalizing and breaking taboos (e. g. Benneton). This in turn incites counter action, what Kalle Lasn in 2001 calle Jamming the Jam of the Jammers. Anything goes. It is a central social-scientific question what people can be made to suitable design of conditions and of great practical importance. For example, from a great number of experimental psycho experiments it can be assumed, that people can be made to do anything they are capable of, when the according social co

can be created. Advertising often uses stereotype gender specific roles of men and women reinforcing existing been criticized as inadvertently or even intentionally promoting sexism, racism, and ageism At very least, advertising reinforces stereotypes by drawing on recognizable "types" in order to tell stories in a single image or 30 second time fram Activities are depicted as typical male or female (stereotyping). In addition people are reduced to their sexuality or equate commodities and gender specific qualities are exaggerated. Sexualized female bodies, but increasingly also males, serve a catchers. In advertising it is usually a woman being depicted as

servants of men and children that react to the demands and complaints of their loved ones with a bad conscience a promise for immediate improvement (wash, food) a sexual or emotional play toy for the self-affirmation of men a technically totally clueless being that can only manage a childproof operation female expert, but stereotype from the fields of fashion, cosmetics, food or at the most, medicine as ultra thin, slim, and very skinny. doing ground-work for others, e. g. serving coffee while a journalist interviews a politician

A large portion of advertising deals with promotion of products that pertain to the "ideal body image." This is mainly targ toward women, and, in the past, this type of advertising was aimed nearly exclusively at women. Women in advertisemen generally portrayed as good-looking women who are in good health. This, however, is not the case of the average woman Consequently, they give a negative message of body image to the average woman. Because of the media, girls and wome overweight, and otherwise "normal" feel almost obligated to take care of themselves and stay fit. They feel under high pr maintain an acceptable bodyweight and take care of their health. Consequences of this are low self-esteem,eating disorde mutilations, and beauty operations for those women that just cannot bring themselves eat right or get the motivation to go gym. The EU parliament passed a resolution in 2008 that advertising may not be discriminating and degrading. This show politicians are increasingly concerned about the negative impacts of advertising. However, the benefits of promoting ove and fitness are often overlooked. Children and adolescents as target groups

The childrens market, where resistance to advertising is weakest, is the pioneer for ad creep. Kids are among the mos sophisticated observers of ads. They can sing the jingles and identify the logos, and they often have strong feelings about What they generally don't understand, however, are the issues that underlie how advertising works. Mass media are used to sell goods but also ideas: how we should behave, what rules are important, who we should respect and what we should Youth is increasingly reduced to the role of a consumer. Not only the makers of toys, sweets, ice cream, breakfast food an articles prefer to aim their promotion at children and adolescents. For example, an ad for a breakfast cereal on a channel a adults will have music that is a soft ballad, whereas on a channel aimed at children, the same ad will use a catchy rock jin same song to aim at kids. Advertising for other products preferably uses media with which they can also reach the next ge of consumers. Key advertising messages exploit the emerging independence of young people. Cigarettes, for example, as a fashion accessory and appeal to young women. Other influences on young people include the linking of sporting hero smoking through sports sponsorship, the use of cigarettes by popular characters in television programmes and cigarette promotions. Research suggests that young people are aware of the most heavily advertised cigarette brands.

Product placements show up everywhere, and children aren't exempt. Far from it. The animated film, Foodfight, had thousands of products and character icons from the familiar (items) in a grocery store. Children's books also feature bra items and characters, and millions of them have snack foods as lead characters. Business is interested in children and ad because of their buying power and because of their influence on the shopping habits of their parents. As they are easier to

influence they are especially targeted by the advertising business. The marketing industry is facing increased pressure ov claimed links between exposure to food advertising and a range of social problems, especially growing obesity levels. In childrens programming accounted for over 20% of all U.S. television watching. The global market for childrens license products was some 132 billion U.S. dollars in 2002. Advertisers target children because, e. g. in Canada, they represent distinct markets: 1. Primary Purchasers ($2.9 billion annually) 2. Future Consumers (Brand-loyal adults) 3. Purchase Influencers ($20 billion annually)

Kids will carry forward brand expectations, whether positive, negative or indifferent Kids are already accustomed to bein to as consumers. The long term prize: Loyalty of the kid translates into a brand loyal adult customer

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much tim watching TV as attending classes. In 1980 the Canadian province of Qubec banned advertising for children under age 13 upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children u 13 (in the case of a challenge by a toy company) the Court held: ...advertising directed at young children is per se manip Such advertising aims to promote products by convincing those who will always believe. Norway (ads directed at childr age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to chi during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Gre is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the USA failed reference to the First Amendment. In Spain bans are also considered undemocratic. Opposition and campaigns against advertising

Billboard in Lund, Sweden, saying "One Night Stand?" (2005)

According to critics, the total commercialization of all fields of society, the privatization of public space, the acceleration consumption and waste of resources including the negative influence on lifestyles and on the environment has not been n the necessary extent. The hyper-commercialization of the culture is recognized and roundly detested by the citizenry, alt the topic scarcely receives a whiff of attention in the media or political culture. The greatest damage done by advertisin

precisely that it incessantly demonstrates the prostitution of men and women who lend their intellects, their voices, their a skills to purposes in which they themselves do not believe, and . that it helps to shatter and ultimately destroy our most non-material possessions: the confidence in the existence of meaningful purposes of human activity and respect for the in man. The struggle against advertising is therefore essential if we are to overcome the pervasive alienation from all genui needs that currently plays such a corrosive role in our society. But in resisting this type of hyper-commercialism we shou under any illusions. Advertising may seem at times to be an almost trivial of omnipresent aspect of our economic system. economist A. C. Pigou pointed out, it could only be removed altogether if conditions of monopolistic competition inhe corporate capitalism were removed. To resist it is to resist the inner logic of capitalism itself, of which it is the pure expre

Visual pollution, much of it in the form of advertising, is an issue in all the world's large cities. But what is pollution to s vibrant part of a city's fabric to others. New York City without Times Square's huge digital billboards or Tokyo without t Ginza's commercial panorama is unthinkable. Piccadilly Circus would be just a London roundabout without its signage. S cities, like Moscow, have reached their limit and have begun to crack down on over-the-top outdoor advertising. Many communities have chosen to regulate billboards to protect and enhance their scenic character. The following is by no mea complete list of such communities, but it does give a good idea of the geographic diversity of cities, counties and states th prohibit new construction of billboards. Scenic America estimates the nationwide total of cities and communities prohibit construction of new billboards to be at least 1500. A number of States in the USA prohibit all billboards:

Vermont - Removed all billboards in 1970s Hawaii - Removed all billboards in 1920s Maine - Removed all billboards in 1970s and early 80s Alaska - State referendum passed in 1998 prohibits billboards Almost two years ago the city of So Paulo, Brazil, ordered the downsizing or removal of all billboards and most forms of commercial advertising in the city.

Technical appliances, such as Spam filters, TV-Zappers, Ad-Blockers for TVs and stickers on mail boxes: No Advertis an increasing number of court cases indicate a growing interest of people to restrict or rid themselves of unwelcome adve

Consumer protection associations, environment protection groups, globalization opponents, consumption critics, sociolog media critics, scientists and many others deal with the negative aspects of advertising. Antipub in France, culture jamming and adbusting have become established terms in the anti-advertising community. On the international globalization critics such as Naomi Klein and Noam Chomsky are also renown media and advertising critics. These gr criticize the complete occupation of public spaces, surfaces, the airwaves, the media, schools etc. and the constant exposu almost all senses to advertising messages, the invasion of privacy, and that only few consumers are aware that they thems bearing the costs for this to the very last penny. Some of these groups, such as the The Billboard Liberation Front Creati Group in San Francisco or Adbusters in Vancouver, Canada, have manifestos. Grassroots organizations campaign ag advertising or certain aspects of it in various forms and strategies and quite often have different roots. Adbusters, for exam contests and challenges the intended meanings of advertising by subverting them and creating unintended meanings inste groups, like Illegal Signs Canada try to stem the flood of billboards by detecting and reporting ones that have been put u without permit Examples for various groups and organizations in different countries are L'association Rsistance l'Agr Publicitairein France, where also media critic Jean Baudrillard is a renown author. The Anti Advertising Agency wor parody and humour to raise awareness about advertising.[91] and Commercial Alert campaigns for the protection of child family values, community, environmental integrity and democracy.[92] Media literacy organisations aim at training people especially children in the workings of the media and advertising in their programmes. In the U. S., for example, the Med Education Foundation produces and distributes documentary films and other educational resources. MediaWatch, a Ca

non-profit women's organization works to educate consumers about how they can register their concerns with advertisers regulators. The Canadian Media Awareness Network/Rseau ducation mdias offers one of the worlds most compreh collections of media education and Internet literacy resources. Its member organizations represent the public, non-profit b private sectors. Although it stresses its independence it accepts financial support from Bell Canada, CTVGlobeMedia, Ca TELUS and S-VOX.

To counter the increasing criticism of advertising aiming at children media literacy organizations are also initiated and fu corporations and the advertising business themselves. In the U. S. the The Advertising Educational Foundation was crea 1983 supported by ad agencies, advertisers and media companies. It is the advertising industry's provider and distributor educational content to enrich the understanding of advertising and its role in culture, society and the economy sponsored example by American Airlines, Anheuser-Busch, Campbell Soup, Coca-Cola, Colgate-Palmolive, Walt Disney, Ford, Ge Foods, General Mills, Gillette, Heinz, Johnson & Johnson, Kellogg, Kraft, Nestle, Philip Morris, Quaker Oats, Nabisco, S Sterling, Unilever, Warner Lambert, advertising agencies like Saatchi & Saatchi Compton and media companies like Am Broadcasting Companies, CBS, Capital Cities Communications, Cox Enterprises, Forbes, Hearst, Meredith, The New Yo RCA/NBC, Readers Digest, Time, Washington Post, just to mention a few. Canadian businesses established Concerned Children's Advertisers in 1990 to instill confidence in all relevant publics by actively demonstrating our commitment, c responsibility and respect for children. Members are CanWest, Corus, CTV, General Mills, Hasbro, Hersheys, Kellogg Loblaw, Kraft, Mattel, MacDonalds, Nestle, Pepsi, Walt Disney, Weston as well as almost 50 private broadcast partners others. Concerned Children's Advertisers was example for similar organizations in other countries like Media smart in t Kingdom with offspring in Germany, France, the Netherlands and Sweden. New Zealand has a similar business-funded programme called Willie Munchright. While such interventions are claimed to be designed to encourage children to be of commercial messages in general, critics of the marketing industry suggest that the motivation is simply to be seen to ad problem created by the industry itself, that is, the negative social impacts to which marketing activity has contributed. contributing media literacy education resources, the marketing industry is positioning itself as being part of the solution t problems, thereby seeking to avoid wide restrictions or outright bans on marketing communication, particularly for food deemed to have little nutritional value directed at children. The need to be seen to be taking positive action primarily to potential restrictions on advertising is openly acknowledged by some sectors of the industry itself. Furthermore, Hobbs suggests that such programs are also in the interest of media organizations that support the interventions to reduce criticis potential negative effects of the media themselves. Taxation as revenue and control

Public interest groups suggest that access to the mental space targeted by advertisers should be taxed, in that at the prese moment that space is being freely taken advantage of by advertisers with no compensation paid to the members of the pu are thus being intruded upon. This kind of tax would be a Pigovian tax in that it would act to reduce what is now increas seen as a public nuisance. Efforts to that end are gathering more momentum, with Arkansas and Maine considering bills t implement such a taxation. Florida enacted such a tax in 1987 but was forced to repeal it after six months, as a result of a concerted effort by national commercial interests, which withdrew planned conventions, causing major losses to the touri industry, and cancelled advertising, causing a loss of 12 million dollars to the broadcast industry alone.

In the U. S., for example, advertising is tax deductible and suggestions for possible limits to the advertising tax deduction with fierce opposition from the business sector, not to mention suggestions for a special taxation. In other countries, adve least is taxed in the same manner services are taxed and in some advertising is subject to special taxation although on a ve level. In many cases the taxation refers especially to media with advertising (e. g. Austria, Italy, Greece, Netherlands,

Estonia). Tax on advertising in European countries

Belgium: Advertising or billboard tax (taxe d'affichage or aanplakkingstaks) on public posters depending on size of paper as well as on neon signs France: Tax on television commercials (taxe sur la publicit tlvise) based on the cost of the advertising unit Italy: Municipal tax on acoustic and visual kinds of advertisements within the municipality (imposta communale s publicit) and municipal tax on signs, posters and other kinds of advertisements (diritti sulle pubbliche offisioni), of which are under the jurisdiction of the municipalities Netherlands: Advertising tax (reclamebelastingen) with varying tariffs on certain advertising measures (excludin newspapers and magazines) which can be levied by municipalities depending on the kind of advertising (billboard signs etc.) Austria: Municipal announcement levies on advertising through writing, pictures or lights in public areas or publi accessible areas with varying tariffs depending on the fee, the surface or the duration of the advertising measure a advertising tariffs on paid ads in printed media of usually 10% of the fee. Sweden: Advertising tax (reklamskatt) on ads and other kinds of advertising (billboards, film, television, adverti fairs and exhibitions, flyers) in the range of 4% for ads in newspapers and 11% in all other cases. In the case of fly tariffs are based on the production costs, else on the fee Spain: Municipalities can tax advertising measures in their territory with a rather unimportant taxes and fees of v kinds.

In his book When Corporations Rule the World U.S. author and globalization critic David Korten even advocates a 5 advertising to counter attack what he calls "an active propaganda machinery controlled by the world's largest corporation constantly reassures us that consumerism is the path to happiness, governmental restraint of market excess is the cause distress, and economic globalization is both a historical inevitability and a boon to the human species. [edit] Regulation Main article: Advertising regulation

In the US many communities believe that many forms of outdoor advertising blight the public realm As long ago as the 1 the US there were attempts to ban billboard advertising in the open countryside. Cities such as So Paulo have introduce outright ban with London also having specific legislation to control unlawful displays.

There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising examples are: the ban on television tobacco advertising imposed in many countries, and the total ban of advertising to chi under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originat the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to acce foreign programming, including those from neighboring countries or via satellite.

In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulate debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested advertising that targets children was an important factor in the epidemic of childhood obesity in the United States.

In New Zealand, South Africa, Canada, and many European countries, the advertising industry operates a system of selfregulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to u The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory

organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like Advertising Standards Authority in the UK.

In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County P system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offense liabl of 2,500 per offence. All of the major outdoor billboard companies in the UK have convictions of this nature.

Naturally, many advertisers view governmental regulation or even self-regulation as intrusion of their freedom of speech necessary evil. Therefore, they employ a wide-variety of linguistic devices to bypass regulatory laws (e.g. printing Englis in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of Eng French advertising). The advertisement of controversial products such as cigarettes and condoms is subject to governmen regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a crea device to reduce the impact of such requirements. Future Global advertising

Advertising has gone through five major stages of development: domestic, export, international, multi-national, and globa global advertisers, there are four, potentially competing, business objectives that must be balanced when developing wo advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maxi local effectiveness of ads, and increasing the companys speed of implementation. Born from the evolutionary stages of g marketing are the three primary and fundamentally different approaches to the development of global advertising executi exporting executions, producing local executions, and importing ideas that travel.[105]

Advertising research is key to determining the success of an ad in any country or region. The ability to identify which ele and/or moments of an ad that contributes to its success is how economies of scale are maximised. Once one knows what w an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention Emotion and branding moments provide insight into what is working in an ad in any country or region because the me based on the visual, not verbal, elements of the ad.[106] Trends

With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergamin email advertisements (the last often being a form of spam) are now commonplace.

The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewi enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the compa receive additional profits from the sales of these sets. To counter this effect, many advertisers have opted for product plac TV shows like Survivor.

Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to

distribute their ads to anyone willing to see or hear them.

Another significant trend regarding future of advertising is the growing importance of the niche market using niche or ta ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to rea specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by every from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leadin that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotli such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from thei This causes the viewer to become proactive and actually choose what advertisements they want to view.

In the realm of advertising agencies, continued industry diversification has seen observers note that big global clients need big global agencies any more. This trend is reflected by the growth of non-traditional agencies in various global ma such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world.

In freelance advertising, companies hold public competitions to create ads for their product, the best one of which is cho widespread distribution with a prize given to the winner(s). During the 2007 Super Bowl, PepsiCo held such a contest fo creation of a 30-second television ad for the Doritos brand of chips, offering a cash prize to the winner. Chevrolet competition for their Tahoe line of SUVs. This type of advertising, however, is still in its infancy. It may ultimately decr importance of advertising agencies by creating a niche for independent freelancers.[citation needed]

Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in th emphasis. A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the run advertising agency, where advertising students create campaigns for real companies.Organizations such as Advertising Federation and AdU Network partner established companies with students to create these campaign

ABOUT LIC OF INDIA

The Corporation has been established by an act of parliament which received the assent of the President of 18 The Act came into force on Ist July 1956 and the Corporation began to function on Ist Sept 1956. Since tha Corporation is having the exclusive privilege on carrying on Life Insurance business in India. The Corpora autonomous body and has necessarily to run on sound business principles. The Corporation has been fully ca the role assigned to it and justifying the confidence of the public by offering absolute security better policy c cheaper rates, dependable service, economic management and favorable returns to the Nation at large.

The Corporation consists of 15 members. Its Central Office is located at Mumbai. There are eight Zonal Of each at Mumbai, Kolkata, Delhi, Kanpur and Madras. At present, the Corporation has 50 Divisional Offices. I it has eight Overseas Branches in UK, Fiji, Lautoka, Mauritius, Kenya, Nepal, Sri Lanka and Saudi (Riyadh).

With a vision of providing easy access to its policyholders, LIC has launched 170 sattellite offices. These satellit which are attached to the respective parent branches, are basically an extension of the large parent branches fo to policy holders .

IRONICALLY, IN a day and age when assured returns schemes have gone out of fashion, largely because of rate uncertainties over the long term, the Life Insurance Corporation of India (LIC) is going against the current insurance monolith has launched Jeevan Samriddhi, a money back plan that offers a guaranteed addition of R thousand sum assured per year. Are the returns worth their salt? Lets find out.

Risk-return equations. The biggest risk with fixed-income securities is that swings in interest rates considerably affect t effective returns for both the investor and the company issuing the securities. The risks are more pronounced where intere are headed south in the long term, and insurance companies carry this risk the most, as they normally enter into a long-ter contract with the policyholder.

When an insurance company promises guaranteed additions, it has a fixed liability to meetcome what may. Says Anuroo Singh, CEO and MD, Max New York Life: " Assured returns schemes cannot be sustained in a falling interest rate regim offering high assured returns is thus not advisable." Private insurers have, therefore, been wary of launching plans with g returns.

On its part, LIC has over the years been offering policies with assured returns. Perhaps it believes it can stand out in a cro way...

What are money back plans? Unlike ordinary endowment insurance plans, where the survival benefits are payable only policy matures, money back plans provide for periodic payments (which are a percentage of the sum assured) during the the policy. If the policyholder survives the term of the policy, he or she gets the balance sum assured (that is, after deduct amount that has been paid periodically).

If, however, the policyholder were to die any time during the term of the policy, the nominee would get the full sum assu without any deductions against the periodic payments made to the policyholder. The bonus that is payable is also calculat full sum assured.

LICs money back offerings. No evaluation of Jeevan Samriddhi would be complete without taking a look at LICs othe back plans and then making a comparison in terms of the premium and returns. The two existing plans are the Money Ba which is available for 20- and 25-year terms, and Jeevan Surabhi, which is available for 15-, 20- and 25-year terms.

Both the existing plans in LICs stable are "with profit" plans that are eligible for a bonus that depends on the profit decla the insurer each year. For instance, the bonus for the Money Back Plan that was most recently declared was Rs 58 per tho the 20-year policy (against Rs 65 last year), and Rs 65 for the 25-year policy (against Rs 72 last year).

Jeevan Samriddhi. The new plan, on the other hand, is a "without profit" plan, which has been launched for 12-, 15-, 20 year terms. Instead of the bonus payments, Jeevan Samriddhi guarantees returns of Rs 65 per thousand sum assured every So, policyholders will get an assured return of Rs 6,500 each year on a Rs 1 lakh policy. This is payable at the end of the

the policyor earlier if the policyholder were to die.

If the policy is in full force (that is, if all the premiums have been paid on time), the policy will be eligible for loyalty add maturity. If the policyholder were to die during the term of the policy, loyalty additions will be payable to the nominee, p the policy is in full force and premiums have been paid for at least five years.

Comparison with the Money Back Plan... The guaranteed additions on Jeevan Samriddhi come at a price: the premium is higher than on LICs "with profit" policies. For instance, a 30-year-old buying a 25-year policy for a sum assured of Rs will pay Rs 5,240 for the Money Back Plan, and Rs 6,902 for Jeevan Samriddhi.

Now, lets take a look at the returns. The bonuses on money back policies have been falling every year. Therefore, assum average bonus of Rs 60 every year over a 25-year term (against this years bonus of Rs 65 per thousand sum assured), the Rate of Return (IRR) from the Money Back plan would be 6.55 per cent. The IRR is a measure to calculate real returns w investments (here, your premiums) and the returns on them d out over a period (See Well-endowed policies?

Although Jeevan Samriddhi offers guaranteed additions of Rs 65 per thousand sum assured every year, the higher premiu pay(periodic repayments and the sum assured plus guaranteed additions or bonus, as the case may be) are sprea ments res lower IRR of 4.13 per cent over the 25-year term (See Sideshow: How They Compare). This is far less than from the Money Back plan, where the premium is lower and we have assumed lower returns every year.

Jeevan Surabhi. In the case of Jeevan Surabhis 25-year option, the premium is the highest at Rs 8,145, but its payable 18 years. Assuming an average bonus of Rs 65 per thousand sum assured every year (against last years Rs 72), the IRR w to 5.76 per cent. This again is higher than the real returns from Jeevan Samriddhi even though the assumed income inflow same at Rs 65 per thousand sum assured every year.

The bottomline is the same for the 20-year terms too. In the case of Jeevan Samriddhi, the premium is Rs 8,420, and the I per cent; with the Money Back Plan, the premium is Rs 6,350 and the IRR 6.7 per cent; with Jeevan Surabhi, the premium 9,130 (payable for 15 years), and the IRR is 5.78 per cent.

The situation isnt different in the case of the 15-year terms. This years bonus in the case of Jeevan Surabhi was Rs 48 as Rs 53 the previous year. Assuming an average bonus of Rs 45 per thousand sum assured over the 15-year term, and a pre Rs 10,672 (payable for 12 years) for a 30-year-old individual, the IRR works out to 5.08 per cent. Contrast this with the r from Jeevan Samriddhis 15-year option. Although the premium is marginally lower at Rs 10,495, and the guaranteed add are higher at Rs 65 per thousand sum assured, the IRR is again lower at 3.7 per cent. A.K. Madhankar, assistant secretary says: "If the proceeds from our money back plans are reinvested in instruments like ICICI bonds, the overall returns will region of 6.5 to 7 per cent." But thats true for other instruments as well.

Bottomline. Clearly, Jeevan Samriddhis guaranteed addition of Rs 65 per thousand sum assured does not offer much in actual returns. Even after assuming that the bonuses will fall in the case of the other money back plans in LICs stable, th far better returns. Reason enough to stay away from Jeevan Samriddhi? You decide!

WHEN GIANTS fall, the earth trembles. And for investors in India, the past year has been a particularly tremul a succession of events have shaken the very foundation of investors trust in public financial institutions. An overheated stock market lost more than 50 per cent of its value; yet another stock market scam laid bare the deficiencies of the regulatory mechanism; US-64, Indias biggest mutual fund scheme, confirmed the liveliest

apprehensions about its financial state; and financial institutions such as IFCI and IDBI were shown up as bein serious risk of buckling under the weight of their non-performing assets (NPAs). Investor confidence has been battered by grim forecasts of an economic recession and the possible trickle-down effects of a war in the neighbourhood.

Analysts of all hues have voiced apprehensions that the domino effect of these events will claim many more financial ins Many readers of this magazine and visitors to our website (iinvestor.com) have written in to enquire after the safety of th investments in these institutions. A fair share of this concern relates to the financial stability of Life Insurance Corporatio Indias biggest life insurer, which is coping with the pangs of transition from an era when it lorded over the insurance are monopoly to a liberalised regime that brought in a clutch of private players and a bouquet of new insurance products.

Intelligent Investor, therefore, undertook a rigorous investigation of LICs financials to answer the question: is your mone LIC? In other words, does your insurer, which deals with life-and-death matters that relate to you, have the financial mus deliver on its promises in respect of your investments in it? To what extent does the sovereign guarantee on LIC policies "safety net" for your investments and the returns thereon? To obtain a better perspective, we also spoke to finance ministe Yashwant Sinha, senior government officials, top LIC officers (in service or retired), insurance actuaries and experts, eco and officials in the Insurance Regulatory and Development Authority (IRDA) and the office of the Insurance Ombudsma then, are our findings...

The big picture Any which way you look at it, LIC is an insurance behemoth. As on March 2000 (the latest figures available), it had abou million policies in force and a total business in excess of Rs 5,36,450 crore in terms of sum assured. Its Life Fund, the co life insurers build up to settle future claims and a measure of an insurers ability to cover risk, exceeds Rs 1,86,025 crore. corporation has a nationwide network of 2,048 branches under seven zones and 100 divisions. It also has an army of 651, agents.

Income streams. LICs ability to settle policyholders claims and maturity benefits (including bonus and other additions, they apply) is a function of two elements: one, a sovereign guarantee, which applies only to the sum assured and guara additions components in any policy, and two, LICs ability to generate profits from its business and pay bonus (in withpolicies) and loyalty additions and final additional bonus. In other words, anything that impacts LICs profitability is bou affect the bonuses and loyalty additions that the corporation pays.

LIC has two principal sources of income: income from premiums and net investment income. A third revenue stream, inc from other sources, accounts for only a small proportion of the total. Net investment income includes income from tradin holding stock market securities (including government securities that are traded), special deposits with the central govern loans to several public utilities and service providers in state governments, such as state electricity boards, road transport corporations, housing finance societies, cooperative societies and local administrative bodies.

The cost of 'social obligation' Loans to these state government entities, virtually all of which are loss-making, are "a ticking time-bomb", according to O Goswami, chief economist, Confederation of Indian Industry. These loans were mandated under the "social obligation" c the Insurance Act, 1938. As on March 2000, the loans outstanding against these entities added up to a staggering Rs 22,4 Goswami, who recently conducted a research study of various state governments finances, warns: "Most of these entities by borrowing at high costs to pay even their interest dues; given the rapid increase in the fiscal deficits of states and the c strapped Centres inability to finance these through loans and advances, the crunch is bound to come soon. And when tha happens, many of our public financial institutions will be saddled with mountains of dud paper."

LIC chairman G.N. Bajpai, however, contests this analysis. Asked if he expected these entities to repay the loans in time,

METHODOLOGY

OBJECTIVE OF STUDY- To carry out a survey on both the companies viz TATA AIG LIFE and LIC of India , their advertising strategies used for promoting sales of their products. SAMPLING AREA- Dehradun I have chosen Ballupur chowk, Canal Road and Mohit Nagar for my study. Population covered- About 180 people have been covered in this study. TYPE OF RESEARCH- The type of research was exploratory. SAMPLING PROCEDUREData collection techniques

 Primary Data: This is the first hand information gathered to solve the research need. Personal interview : Conducted when an interviewer and interviewee are physically present at one place. It can be one to one or to many. By this data collecting technique I will collect important information. Secondary Data: This is the second hand information gathered to solve the research need. Information from internet. Information from company guides-Mr. Vishal Gaurav. From books related to advertising.

Tata AIG Life Insurance: Insuring of the pyramid Life insurance companies in India are mandated by regulations to adopt rural and social criteria as part of their business obligation. The rural mandate dictates that an increasing percentage of the company's annual business (in terms of number of policies) has to come from rural areas it starts from 7 per cent in the company's first year of operation and increases each year until the sixth year when it reaches 18 per cent. The social mandate requires companies to cover a certain number of people who belong to the informal or unorganised sector (in both urban and rural areas) which comprises close to 90 per cent of the population. Of the country's 14 life insurance companies, one company decided to do things a little differently. "We thought we would take another route," says Vijay Athreye, assistant VP and head (rural and social) at Tata AIG Life Insurance. "We decided to treat it as a business opportunity rather than an obligation." In doing so, the company is also giving the rural poor an opportunity to provide for their own security needs and hence develop. Go to the villages Athreye joined the company in 2001, started the rural insurance division and spent a lot of time studying rural markets and the insurance business in rural areas. He soon realised that the structure of the insurance industry leans towards the urban scenario in terms of products, delivery, people processes and service.

"Insurance is sold, not purchased. Traditionally agents sell insurance to earn a livelihood. They usually earn a 40-per cent commission on the first year's premium and 6 to 10 per cent in subsequent years (according to regulations)," Athreye explains. "So while agents are enthusiastic about doing sales, they are not happy giving service, especially if the amount is small. In rural areas, the lack of infrastructure makes servicing by the agent that much more imperative but because insurance services in rural areas are not differentiated from urban, the agents are unable to service them and the credibility of insurance takes a beating." He divided the rural market into three distinct segments: the 'almost urban' people living in large towns, as well as rich farmers; the rural 'middle class'; and the 'bottom of the pyramid' the 70 per cent of rural India that have no or limited access to any organised financial services/banks. "We had to find a way of addressing the last segment," says Athreye, "as it would help us fulfil our obligation as well as generate incremental new business." The challenge was to create a channel which could handle micro insurance not the usual agents but organisations and people who would be interested in selling insurance to the poor and be content to service the market with small earnings. Why not women? Regular agents were interested in servicing only high policy amounts to earn their livelihood. So, in a country where men are supposed to be the primary bread earners, Tata AIG decided to position insurance as a supplementary livelihood activity, and talk to community-based women. "In rural areas it's very difficult for women to find a source of income, so we asked ourselves: can we encourage women to become our micro insurance agents, and by creating relevant products and processes build capacities in them to sell insurance?" Athreye explains. The company started in Andhra Pradesh, where Tata AIG was doing a project with the Department for International Development (DFID), an arm of the British Ministry of Finance that gives funds on a matching funds basis for financially deepening activities in Tata AIG and rural areas. AIG and DFID contributed towards a corpus which was used to develop the idea of utilising grassroots level community workers to develop infrastructure and collaterals that would promote and service micro insurance to landless dailywaged adults in the state. Tata AIG encouraged the women to form partnerships in groups of five and called them CRIGs (Rural Community Insurance Groups). They travel around in branded vans owned by Tata AIG, which also double as collection and policy servicing units. Over four three-day capacity building modules, women learn soft

skills, develop insurance skills and learn data management through computers. About 150 women are now earning Rs 700 ($15) a month. Some have graduated to selling regular products to the rural middle class, and earn as much as Rs 2,000 ($43). The model has been replicated in other parts of the country with some changes. It's not been easy in states like UP and Rajasthan, where the men don't allow womenfolk to go out of the house for work. Here, the company approached NGO field workers and volunteers. Today, of the 460 rural agents selling micro insurance, 60 per cent are women. A woman agent is typically a cluster leader or an office bearer of a rural self-help group (SHG). Making a difference One of the big challenges that the company faced was training the women. The Insurance Act requires that every person who sells insurance has to be trained for 100 hours at designated training centres, all of which are in urban areas. It was a problem to get women to stay in a city for so many days. Tata AIG has shared its learnings, both in India and abroad, and now a new micro insurance regulation allows micro insurance agents with only 25 hours of training in the village. The company is confident that this will help ramp up its woman force rapidly. "We operate in 10 states (Andhra Pradesh, Kerala, Tamil Nadu, Karnataka, Maharashtra, Gujarat, Jharkhand, West Bengal, UP and Rajasthan) and have more than 50,000 policy holders; close to 85 per cent would belong to the third category (the bottom of the pyramid), for our policy holder survey shows that it is the very first time that they have bought an insurance policy and it is our women agents who have reached out to them," says Athreye proudly. The company has developed no-frills, low-priced personal products, for rural markets, that focus on savings. A premium of Rs 150 ($3) to Rs 300 ($9) offers coverage of between Rs 15,000 ($320) to Rs

its learnings, both in India and abroad, and now a new micro insurance regulation allows micro insurance agents with only 25 hours of training in the village. The company is confident that this will help ramp up its woman force rapidly. "We operate in 10 states (Andhra Pradesh, Kerala, Tamil Nadu, Karnataka, Maharashtra, Gujarat, Jharkhand, West Bengal, UP and Rajasthan) and have more than 50,000 policy holders; close to 85 per cent would belong to the third category (the bottom of the pyramid), for our policy holder survey shows that it is the very first time that they have bought an insurance policy and it is our women agents who have reached out to them," says Athreye proudly.

The company has developed no-frills, low-priced personal products, for rural markets, that focus on savings. A premium of Rs 150 ($3) to Rs 300 ($9) offers coverage of between Rs 15,000 ($320) to Rs 20,000 ($430). Many NGOs, cooperatives/women federations and other such rural organisations including MFIs are partnering with Tata-AIG in mentoring and monitoring the programme at the grassroot level. With new micro insurance regulations that allow level commission (companies can now pay 20 per cent commission through the product's tenure, giving micro agents a more regular income), Tata AIG has developed a new set of products variants of earlier products and is awaiting regulatory clearances for them. Tata AIG has also evolved its processes to deal with rural realities illiteracy, a cash economy, lack of birth certificates or proof of age. The company has settled many claims, ensuring that the money is given to the beneficiary vide an NGO, so that the proceeds are used well. Tata AIG is expanding its reach and is planning micro insurance-based offices across the country. It's all business "We have consciously decided to target the 'bottom of the pyramid'; we move up only after we have gained a foothold. We are looking at rural markets more holistically, as selling only to the very poor is not sustainable for the company in the long run," says and hope to end the year with over 35,000 policies contributing close to Rs 75 lakh ($161,400) in first premium terms. Athreye. Last year, the company grew 80 per cent in terms of both policies and premiums. They have covered over 18,000 rural individual policy holders with micro insurance in the first six months of this year Athreye is clear that this is business, not corporate social responsibility (CSR): "We have invested money, are working on making it a sustainable business by creating value for our customers through a choice of products, and want to generate long-term profits," he says. "The biggest thing about development is having choices. We are educating people about insurance and about the product choices they have offering them relevant services at their doorstep, including frequent collection of premiums," he adds. In trying to create value for the rural customer, a livelihood for the agent and

Making a cycle out of clay, a little boy tells his wish of a real red-coloured cycle.

Next comes the wish of owning a bike to go to college as he grows up.

Meri bahut badi shadi hogi, dreams the boy.

A big home with two He declares that once he doggies completes his wish has everything, he would list. just like to rest.

VO: Khwaab jo bhi ho, aap apne insurance plan ko ab aakar dekar haqekat mein badal sakte hain. Tata AIG Life ka Invest Assure Flexi.

Tata AIG Life Insurance Company Limited, which is a joint venture between Tata Group and American International Group, Inc. (AIG), offers a number of standard and custom-made life insurance policies. Tata is one of the oldest and leading

business groups of India. Tata Group has had a long association with India's insurance sector being the largest insurance company in India prior to the nationalisation. American International Group, Inc (AIG) is the leading U.S. based international insurance and financial services organization. For Children Tata AIG offers a range of flexible insurance products for children. Policies dedicated to children and their key features are as given under.

Life Assure Career Builder financial assistance at key stages of childs life Life Assure Educare funding childs education Life Assure 21 years Money cash payments in the form of survival benefits Saver at regular intervals Life InvestAssure II full life cover high returns flexibility of deciding the length of life cover term unit linked endowment investment plan flexibility to suite your needs single-premium paying term security of life insurance policy potentially higher returns steady income and life-long insurance coverage for child endowment policy dedicated for childs career and marriage unit linked endowment plan arranging finance for childs future Adults

Life InvestAssure Flexi Life InvestAssure Plus

Life MahaLife Gold Life Starkid Life United Ujjwal Bhavishya

For The company has a slew of life insurance of plans for adults. Life Assure Lifeline Plans Life Assure Growth Plans High coverage at an affordable cost Endowment policy Keep your money safe and have it grow

Life Assure 21 years Money Cash payments at the end of every 3 years Saver Life insurance coverage plus the flexibility of periodic payments Life Assure Golden Years Endowment policy

Plan Life Easy Retire Life InvestAssure Health

Safety as well as returns Annuity plan with Return of Purchase Price Single premium payment Unit linked investment plan Helps achieve financial goals along with a comprehensive health policy Multiple claims against unforeseen hospitalization expenses Money back Benefit on diagnosis of 12 critical illnesses Cover in case of unfortunate death 100% return of premium in case of no claims Life cover plus high returns Unit-linked life insurance plan Guaranteed Maturity Unit Price Investment linked insurance plan Designed for customers of premier banks Non-participating unit linked insurance plan Inbuilt Critical Illness benefit Unit linked endowment plan Helps one achieve financial goals flexibility to invest more money takes care of emergency cash requirements Unit linked plan Dual benefits of insurance coverage and wealth creation Fllexible insurance plan Single-premium paying term Higher returns on premiums Unit-linked insurance solution Optimise investment returns If you outlive the term get premium back In case of death by natural causes get sum assured Good for retirement planning Provides for steady income and insurance coverage large cover at a small premium

Life Hospi CashBack

Life Health Investor

Life InvestAssure II Life InvestAssure Apex Life InvestAssure Extra Life InvestAssure Care Life InvestAssure Flexi Life InvestAssure Gold Life InvestAssure Insta

Life InvestAssure Plus

Life InvestAssure Optima Life LifePlus

Life MahaLife Gold

Life Raksha

Life ShubhLife Life Health First Life Health Protector

life insurance protection and high returns Covers health contingencies Covers cost of major surgery or treatment

For Retirement Planning If you plan to retire at the age of 60 or 65, you could need to fund your lifestyle for several years without any regular salary. But if you have invested in a right plan, you can rest assured. Life Assure Golden Years Plan Life Easy Retire Life InvestAssure II Life InvestAssure Gold Life InvestAssure Future Life MahaLife Gold Life Nirvana Life Nirvana Plus Endowment policy If you live past the term you get sum assured along with a host of bonuses Immediate annuity plan Single premium payment Flexible plan Life cover plus high returns Provides for emergency cash requirements or a steady post-retirement income Custom-made retirement solution Steady income and insurance coverage Freedom to choose retirement age Guaranteed addition of 10 percent of sum assured every 5 years Unit linked non participating pension plan

Life InvestAssure Swarna Jeevan

Process for Cashless Settlement

Planned Hospitalisation

Emergency Conditions

Register with AIG IS/ISOS* prior to hospitalisation

Insured is admitted after displaying policy schedule

After verifying coverage with Tata AIG. AIG IS/ISOS* places Guarantee (GOP) within 3-4 hours

Registration with AIG IS/ISOS* within 4 hours

After treatment customer leaves after paying deductible

After verifying coverage with Tata AIG. AIG IS/ISOS* places Guarantee (GOP) within 3-4 hours

After treatment customer leaves after paying deductible

Content Volume

Trends

Tata AIG Life InvestAssure Sampatti Tata AIG Life InvestAssure Sampatti is a non participating unit linked endowment plan with zero premium allocation charges. This plan offers you a clear advantage by investing your maximum premium in the funds of your choice. This ensures your investments get a better opportunity to grow and yield maximum returns,

while you get a head start to a long-term wealth creation. With Tata AIG Life InvestAssure Sampatti, make every penny that you have earned work as hard as you do.

Key features include:

0% Premium allocation charge more money is invested, which means more returns Guaranteed Maturity Bonus* (Up to 7% of Regular Premium Fund Value) to help augment your corpus at maturity 8 Investment Fund options to choose from as per your risk profile - Whole Life Mid-cap Equity Fund, Whole Life Income Fund, Whole Life Short-Term Fixed Income Fund, Whole Life Aggressive Growth Fund, Whole Life Stable Growth Fund, Large Cap Equity Fund, Infrastructure Fund and Super Select Equity Fund Systematic Money Allocation and Regular Transfer (SMART) to help optimize your returns Automatic Asset Allocation (AAA) - Fund allocation in predetermined debt and equity mix as per your age

*Provided that all the regular premiums due under the policy are paid and the policy is in force Riders

Option to attach Tata AIG Life Accidental Death Benefit Limited Underwriting Rider (UIN 110A018V01) for issue ages 18 to 55 years at a nominal extra cost. An additional benefit amount

equal to the Rider Sum Assured will be paid in case of death due to an accident.

The Hindu Gaurav Garg, CEO and Managing Director of Tata AIG General Insurance. Related TOPICS economy, business and finance business (general) company information economy (general) finance (general) economy, business and finance Tata AIG General Insurance Company plans to launch 12 products in four verticals next month, a top company official said. The company also plans to expand its branch network by opening 15 more branches by end of this fiscal, the official said. We have always been pioneers in launching new products and next month we plan to come out with 12 different non-life insurance products, Tata AIG General Insurances CEO and Managing Director Gaurav Garg,

The company will launch these products in four different categories -- rural, wellassurance, SMEs and high networth individuals. We have products like microhealth insurance for rural, four products in wellassurance like criticare and other women-oriented products, various customised policies in high networth individuals category and some industry-oriented insurance for SMEs, Garg said. The company offers a complete range of general insurance products including insurance for automobiles, homes, personal accident, travel, energy, marine, property and casualty, as well as several specialised financial lines. Tata AIG also plans to open 12-15 branch offices in Tier II and Tier III cities in the next six-months as a part of the companys expansion plans, he said. Presently, the company has 42 offices across 84 cities and towns. QUESTIONNAIRE I) From which of the companies viz TATA AIG Life Insurance Limited and LIC OF INDIA are you insured? A) Age of the people Company

Age of Respondents Under 30 years 31-45 years 46-60years 60 years & above

Respondents of TATA AIG LIFE 19 21 24 28

Respondents for LIC of India 20 21 21 26

B) Annual Income of Respondents Annual Income of Respondents Less than Rs.100,000 Rs1-3 lakh Rs.3-5 lakh Above Rs 5 lakh Respondents for TATA AIG LIFE 17 18 20 23 Respondents of LIC of INDIA 18 20 23 29

(C) Qualification of people Qualification of respondents High school Intermediate Graduate & above Respondents of TATA AIG Life 25 31 33 Respondents of LIC of INDIA 27 28 36

(D) Profession of the people Profession of Respondents Doctors Engineer Govt. service Respondents of TATA AIG LIFE 20 21 21 Respondents of LIC of INDIA 24 23 20

Businessmen

26

25

II) Are you aware about the products of TATA AIG LIFE & LIC of INDIA? A) Age of the people

Age of Respondents Under 30 years 31-45 years 46-60years Above 60 years

Respondents of TATA AIG LIFE 16 18 26 32

Respondents for LIC of India 15 23 24 26

(B) Annual Income of people

Annual Income of Respondents Less than Rs.100,000 Rs1-3 lakh Rs.3-5 lakh Rs 5 lakh & above

Respondents for TATA AIG LIFE 17 18 22 33

Respondents of LIC of INDIA 18 20 23 29

(C) Qualification of people

Qualification High school Intermediate Graduate & above

Respondents of TATA AIG LIFE 25 31 33

Respondents of LIC of INDIA 27 28 36

(D) Profession of the Respondents

Profession of Repondents Doctors Engineer Govt. service Businessmen

Respondents of TATA AIG LIFE 20 21 21 26

Respondents of LIC of INDIA 24 23 20 25

(III) From which of the advertising media did you come to know about TATA AIG LIFE & its products? (1) Print Media (Newspapers & magazines) (2) Broadcast Media (Radio and television) (3) Outdoor Media (4) Direct Mail. Ans -

(a) Age of people Age of people Under 30 years 31-45 years 46-60 years Above 60 years Total Press Advertisin g 5 6 7 8 26 Broadcast Outdoor Media Advertisin g 7 4 7 9 9 32 4 4 6 18 Direct Mail 3 4 5 4 16 Total 19 21 25 28 92

(b) Annual Income of Respondents

Annual Income of Respondents Less than Rs. 100000 Rs. 1-3 lakh Rs. 3 -5 lakh Above Rs. 5 lakh Total

Press Broadcast Outdoor Advertising Media Advertisin g 5 6 4 6 5 10 26 6 10 12 34 3 4 6 17

Direct Mail 2 3 3 5 13

Total 17 18 22 33 90

(c) Qualification of Respondents

Qualification of Respondents High school Intermediate Graduate & above Total

Press Media 6 8 8 22

Broadcast Outdoor Media Advertisin g 10 5 12 6 13 7 35 18

Direct Mail 4 5 5 14

Total 25 31 33 89

(d) Profession of Respondents Profession of people Press Advertisin g Doctor 6 Engineer 6 Govt. Service 6 Businessmen 7 Total 25 Broadcast Outdoor Direct Media Media Mail 6 7 8 9 30 5 5 4 6 20 3 3 3 4 13 Total 20 21 21 26 88

(IV) From which of the advertising media did you come to know about LIC of INDIA & its products? (1) Print Media (Newspapers & magazines) (2) Broad-cast media(Radio or television) (3) Outdoor media (4) Direct Mail. ANS (a) Age of people Age of people Under 30 years 31-45 years 46-60 years Above 60 years Total Press Broadcast Outdoor Advertising Advertising advertising 4 5 4 5 7 8 24 5 7 9 26 5 6 8 23 Direct Mail 3 3 4 5 15 Total 20 21 21 26 88

(b) Annual income of people

Annual income of people Less than Rs. 100000 Rs. 1-3 lakh Rs. 3-5 lakh Above Rs. 5 lakh Total

Press Broadcast Outdoor Advertising Advertising Advertising 6 6 6 8 26 6 7 8 9 34 4 3 4 7 17

Direct Mail 3 4 5 5 13

Total 18 20 23 29 90

(c) Qualification of people

Qualification of people High school Intermediate Graduate & above Total

Press Advertising 7 7 10 24

Broadcast Advertising 11 12 13 36

Outdoor Advertising 5 5 7 17

Direct Mail 4 4 6 14

Total 27 28 36 91

(d) Profession of people

Profession of people Doctor Engineer Govt. service Businessmen Total

Press Advertising 7 7 6 7 27

Broadcast Advertising 7 6 9 10 32

Outdoor Advertising 5 4 3 6 18

Direct Mail 4 4 3 4 15

Total 23 21 21 27 92

(V) From the above mentioned Advertising media which one inspired you to take the policy/ policies of (a) TATA AIG LIFE (b) LIC of INDIA? ANS

(a) TATA AIG LIFE Broadcast Media constituting to 131 as the

number of people has inspired people the most.

(b) LIC of INDIA Broadcast Media constituting to 95 as the

number of people and Press Advertising constituting to 101as the number of people has inspired the most. VI) Which companys services as given by it in its advertising media truly promised were given to you? ANS - (a) TATA AIG LIFE - 89% (b) LIC OF INDIA 91% (VII) Which of the characteristics do you think is the most important for a company to choose while selecting an Advertising media? (1) Attention value (2) Suggestive value (3) Memorizing Value (4) Conviction value. (1) Attention value(a) TATA AIG LIFE-27% (b) LIC OF INDIA-28% (2) Suggestive value(a) TATA AIG LIFE-26% (b) LIC OF INDIA- 29% (3) Memorizing value(a) TATA AIG LIFE-20% (b) LIC OF INDIA-21% (4) Conviction value(a) TATA AIG LIFE-20% (b) LIC OF INDIA-20% (VIII) Which of the following characteristics given above do you think has really been met up by both the companies? ANS- Both the companies have been able to meet the above characteristics successfully as been surveyed by me. (IX) Which of the two companies mentioned earlier has met up its mission and live up to the values mentioned? ANS LIC OF INDIA has really met its mission but TATA AIG LIFE cannot be ignored too, and the above mentioned values has really been met up by both of them which can be easily understood by the diagrams mentioned in the above graphs.

LIMITATIONS OF THE STUDY

The main limitations of the study are: Results may vary from person to person as perception of each individual is different from one another. Sometimes information provided by respondents may be unavailable due to personal problems. People are still unaware of the insurance products of TATA AIG.

BIBLIOGRAPHY

a) b)

www.tata-aig-life.com www.google.com Marketing management- By C.B Gupta Advertising management-> By Manendra Mohan Advertising Management->

c) d) e)